October 2014

25097296Tin Kau Chan

25370197Hongsheng Zhang

11577932Izabella Jelonek

Marketing Research Proposal

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Background

Key Observations

Brand image: CSF for five:am

Consumers: Their focus on ‘healthiness’

Competition: Highly competitive market

Drivers: Price discounts and value conscious consumer

Product: Young Australian yoghurt brand

Internal External

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Differentiation

Positioning

Consumer

Behaviour

Purpose & ObjectivesManagement Problem:How does five:am become the no.1 'healthy choice' yoghurt brand?

Marketing Research Problem:What drives yoghurt brand choice for the health-conscious consumer?

What are the key drivers of brand choice?

How strong is the over-lap between brand image and brand identity for five:am?

what are the current perceptions of five:am?

Does five:am occopy a unique space in the market?

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Conceptual Model - Radar Analysis

Factor 1

Factor 2

Factor 3

Factor 4

Factor 5

Factor 6

Factor 7

Factor 8

Factor 9

Factor 10

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Research Questions and Research Hypotheses

Research Questions Research Hypothesis

RQ1: What are the key criteria that drive brand choice of yoghurt brands and their relative importance?

H1:there are many different drivers that determine brand choice but only few are very important (no more than 5)

H2: ‘healthiness’ is in the top 3 of key drivers

RQ2: What are the perceptions of five:am on the key criteria relative to its competitors?

H3: there is a strong relationship between the perceived brand image of five:am and the actual brand identity

H4: five:am is strongly differentiated from other yoghurt brands

H5:five am occupies a clearly defined position within its market as the ‘healthy choice’

RQ3: How important is brand as a choice driver?

H6: those customers that are health conscious know and understand the five:am brand

H7: those customers that are driven by price, are not familiar with the five:am brand

H8: brand familiarity is associated with brand loyalty

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Research Design Overview

Phase I – Qualitative Research

Methods: Focus Group

Test Hypotheses: 1, 2, 3, 4, 5

Phase 2 – Quantitative Research

Methods: Online Survey

Test Hypotheses: 1, 2, 3, 4, 5, 6, 7, 8

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Characteristics of Focus Groups

Group Size 8-10 participants

Location Melbourne, Sydney and Brisbane

Scheduled Dates Pilot – 6th OctoberMelbourne – 13th OctoberSydney – 14th October Brisbane – 15th October

No. of Focus Group Total 10 group (3 groups per city, 1pilot group)

Group Composition Homogeneous groupsGroup 1 - those who buy yoghurt regularly (include but not exclusive to five:am) Group 2 – those who buy yoghurt regularly but never buy five:am Group 3 – those who predominantly buy five:am

Physical Setting Relaxed, informal atmosphere

Duration 60-90min

Phase I – Qualitative Research Focus Group

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Phase 2 – Quantitative Research Online Survey

Characteristics of Online Survey

Element People who are responsible for household groceries, are from 18-50 y.o. and purchase yoghurt regularly (as defined)

Sampling Unit Household

Extent Australia wide

Sampling size Expect to have 1000 valid surveys (with initial estimated distribution of 7000, if respondents do not exceed expected number, second distribution of 3000 will be issued)

Sampling Frame The sampling frame will be email addresses bought from Nielsen as per specified demographics

Date Initial distribution – 3rd NovemberReminder – 5th Nov, 7th Nov, 9th Nov Second Distribution –10th NovemberReminder – 12th Nov, 14th Nov, 16th Nov, 18th Nov

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Data Validation Editing & Coding Data Entry Analysis

Proposed Analysis

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Editing and Coding

Scale Coding

Nominal Male-1 Female-2

A-1 B-2 C-3 …

Likert/Ordinal Five response to evaluate the consumers' preferences

Rank Orders 1 stands for not preferred or disagreement and 5 stands for the most preferred or agreement

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Analysis

Focus Group• Information Coding entry into SPSS • Individual comment, ideas, thoughts categorized and coded • Information synthesised further• End result is a short summary of each category, noting similarities and differences across

groups

Online Survey• Linear Regression - primary method• DV - perception and attitudes• IV - 10 factors identified using Radar Analysis• End result - identifying which factors are important and statistically significant and to

what extentFactor 1

Factor 2

Factor 3

Factor 4

Factor 5

Factor 6

Factor 7

Factor 8

Factor 9

Factor 10

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Reporting & Costs Type of Research Description Fees

Qualitative Research (x3 locations, 3 FG’s per

location)

Recruitment of Participants $5,000

Discussion Guide design and validation incl. pilot Focus Group

$10,000

Moderator briefing and training (x3) $5,000

Focus Groups,($5,000 each) x3 $15,000

Focus Groups,($5,000 each) x3 $15,000

Focus Groups,($5,000 each) x3 $15,000

Travel costs $5,000

Subtotal $70,000

Quantitative Research

Survey design, testing and validation $15,000

Database hire/Respondent recruitment $15,000

Survey administration $30,000

Subtotal $60,000

Data analysis, report generation

$50,000

Incentives $4,000

Incidentals $5,000

Total Fees $189,000

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Timing

6th-15th OctFocus Group interview

3th-20th NovQuestionnaire development,

distribution and collection

10th DecPresentation and Final Report

20th Oct

Interim report following Phase I - Focus Group

21th-30th NovData Analysis

a passionate and experienced team

of researchers

actionable recommendations

Izabella Jelonek Tin Kau Chan Hongsheng Zhang