Sample_Market_Research_Report

Sample_Market_Research_Report - CONFIDENTIAL Sample Market...

Info iconThis preview shows pages 1–5. Sign up to view the full content.

View Full Document Right Arrow Icon
CONFIDENTIAL Sample Market Research Report RETAILER’S REACTIONS TO A SINGLE BRAND STRATEGY Research Report Prepared for NEW TASTE DAIRY PRODUCTS LTD by Ann Cortez Paul Cheung Geoff Ma Margarette Willis
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
CONTENT LIST OF TABLES 4 1. SUMMARY AND CONCLUSIONS 1.1 Summary 5 1.2 Conclusions 5 1.3 Recommendations 5 2. INTRODUCTION 2.1 Background 6 2.2 Objectives 6 3. METHOD 3.1 Sample 7 3.2 Procedure 7 4. RESULTS 4.1 Retailer’s Preferred Distribution System 8 4.2 Retailers’ Reaction to the Removal of Waldos 10 5. APPENDICES A : R e f e r e n c e s 2 0 B: Outlets Surveyed 21 C: Survey Questionnaire 22 LIST OF TABLES 1. Yoghurt Deliveries 5 2. Relative importance of Alternative Delivery Systems 6
Background image of page 2
1. SUMMARY AND CONCLUSIONS 1.1 Summary The purpose of this research was to examine retailers’ reactions to the removal of Waldos frozen yoghurt from the market. This was achieved by a telephone survey of 33 dairy or superette owners Van selling is the preferred distribution system for most (75%) of the retailers surveyed. Although there was some criticism of Mainline Food Distributors, this preference for van selling is mainly based on its convenience, flexibility and reliability. About half of those surveyed were indifferent to the removal of Waldos from the market, 20% were in favour of it and 30% opposed to it. Those who supported the idea argued that New Taste was the brand customers preferred; consequently they welcomed the opportunity to obtain New Taste from Delivery Man as well as Mainline Food Distributors. Those who objected to the removal of Waldos were opposed to the reduction in competition that this implied. 1.2 Conclusions It is difficult to estimate the effect on relative brand shares of the trial removal from the market of Waldos frozen yoghurt. However, if there is no change in the New Taste standard flavour range and Delivery Man is restricted to this range, then the most likely outcome would appear to be a small reduction in the current market share of Waldos and New Taste brands. 1.3 Recommendations The obvious response to this potential market share threat would be to expand the New Taste flavour range to include some more `exotic’ flavours. Another possibility would be to allow Delivery Man to carry the New Taste super fruit. However, while some retailers would welcome this, the cost of the super fruit flavours means that for many retailers this would be less desirable than a wider range of standard flavours.
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
2. INTRODUCTION
Background image of page 4
Image of page 5
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 9

Sample_Market_Research_Report - CONFIDENTIAL Sample Market...

This preview shows document pages 1 - 5. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online