Clover Valley Dairy Case Study

The product was made and in first two months following launch, Kraft’s New Vegemite sold 2 million jars and achieved 12% house hold penetration. Consumers enjoyed the new taste of it and results were remarkable.

In the US today cattle are part of everyday culture. With more than 93 million cattle in the dairy and beef industry, and tens of thousands in the rodeo business, cattle are definitely a huge part. Lately, there has been many concerns with the bovine friends along with multiple misconceptions. Rodeos may look tough on animals, and todays society is not educated well enough on the beef and dairy industry. People don’t realize that these animals are happy, healthy, and very well cared for.

The factors would be brand recognition; the brand is one of the leading companies in the US. The other would be internationality; the yogurt sales trough out different countries and now is opening a market in China. Its forecast that this market will skyrocket the demand for the yogurt.

In order to succeed, it is fundamental that businesses satisfy consumers’ needs (and desires) for goods and services. Appropriate market research provides the data necessary to understand those needs and respond to them effectively and profitably. Kudler Fine Foods (KFF) has performed market research in the past. Some of that research has been helpful; some has not. Additional market research is needed for KFF to reach a larger share of the market and increase profitability.

After defining the problem that Marketing wants solved, you need to determine the main thrust of the research. Which of the following research directions would best serve to provide an answer to the business problem that you decided upon?

In order to keep his company ahead of the competition, he realized that further innovation should be a top priority. This has been full filled by opening a unique retail store in New York City called Chobani SoHo. Consumers now are part of the experience by directly contributing towards the creation of new yogurt flavors. In addition, this unique store is a very good place ,right in the heart of the metropolitan area of the city, for promoting the products but

In conclusion, I would agree the doing the test with having a representative set up by the dairy case. Once it has been observed whether they would chose the multipack or single cup. Once it is noticed, they representative would ask if they could do a quick survey on why they chose that particular packaging and why. I also think that we could offer a coupon for the multipacks just to see if that would have the customer purchase the item. As always we would definitely thank the customer for their time and help with us finding out what our customers want in our product.

Hawaiian Punch is the top-selling fruit punch drink in the United States, contributing to the ninety-nine percent brand awareness among U.S. consumers. The product line in 2004 consisted of eleven flavors, with the original Fruit Juicy Red flavor being the most popular brand with a wide margin. A Hawaiian Punch light version of Fruit Juicy Red was recently introduced with sixty percent less sugar. At first, the traditional focus of Hawaiian Punch was centered towards children; however, the company now wants to refocus its positioning statement. Another brand consideration is the innovation of a new flavor into both finished goods and direct store delivery networks. The third concern is to address allowances relative to innovation in Hawaiian Punch finished goods and Direct Store Delivery (DSD) networks and to media advertising. Give the previous considerations; we have developed new marketing proposals for future marketing decisions.

The section covers background information, core products/services, mission and strategic objective, SWOT (Strength, Weaknesses, Opportunities and Weaknesses) analysis and targeting strategy of the company.

Research Reports and Internet Research – The internet is a very easy way to source secondary data that can be extremely useful as it is a good source of industry information. Some information can be available for free like the Australian beau of statistics, newspapers, council and magazines, some help maybe needed in determining the viability of the information and to analyse the results. Other professional research companies like Roy Morgan and Ibisworld will charge a fee for their reports. This may work well with surveys and experiment research as trends or environmental factors in the market could influence consumer consumption therefore giving invaluable information as to what may sell well or is needed in the current market. This method was chosen as it can be easier to obtain and cheaper than the other research methods. It can also provide information on the competition, which would evaluate what products they have been advertising and why.

The company constrained itself within the already available marketing budget that significantly cut down the cost that could have used to advertise the new company plans, that in turn increased the revenues. The company also succeeds due to the unique flavor that it offered in the yoghurt, which was organic and naturally made unlike the competitors who at time incorporated artificial flavors. Finally the company focused on the target consumer group that comprised of women and children. This helped the company to increase its sales that contributed to its success.

When doing research for a new product it is important that you have a period in completing your product. With a big and successful company such as Sainsbury's who bring out new products every week, it common that before they start the set out aims and objectives. With the aims and objectives, you can stay on task and bring out a great product. (Reference: http://www.managementstudyguide.com/limitations-marketing-research.htm)

The following statistics stated in the case indicate that “23% of respondents would definitely buy the Montreaux dark chocolate with fruit product and 40% would probably buy the product.” These average ratings strongly suggest that this product should be introduced into the market very gradually. This strategy would enable the company to evaluate consumer buying patterns so that the company could determine future production levels and future marketing strategies that benefit both the company and the consumer. Financial information given in the case also indicates that the company needs to introduce this product very conservatively. Exhibit 1 informs that with 5.98 million total purchases, low awareness, low ACV and mediocre product, Montreaux would gross $17.44 million. Exhibit 2 shows that with medium awareness, medium ACV and an average product Montreaux would gross $25.1 million. These figures do not meet Montreaux’s objective of earning at least $30 million in its first year. Exhibit 3 shows a slightly improved situation: with high awareness, high ACV, and an excellent product, Montreaux would gross

Determine what percentage of consumers have a positive response to readily available nutritional information, and 3. Determine manner Fresh Impressions should display and report to consumer’s new nutritional information. Alternatives to research including: introduce a new product, change Fresh Impressions packaging, introduce new advertising (commercials, print ads, radio).

Increasingly multi-national marketers are designing and selling global brands and need research to guide their decision making across an increasingly diverse and disparate world. Sound and timely marketing research becomes even more critical for firms as they compete in the 21st century