Marketing Research

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Conclusion The purpose of this research is to identify whether Dilmah should continue the current campaign or modify the campaign. The result from the secondary research and primary qantative research show the total black tea sales has great increased about 13% from 2008 – 2009 which is a fantastic result in the world economic recession period of time. Dilmah has market share of 29% which is the highest share of one brand. Dilmah target customer is traditional family and age is from middle to mature group. The Larry report says their customers are satisiftied with the freshest and finest tea quality and consumers agreed Dilmah has achieved the goal of tea quality. The main tea market are in Auckland 51% in 2009, Wellington and…show more content…
From the research findings, the main group which has been purchased tea for last four months are The total black tea market sales from 2008 – 2009 has huge growth about 13%. The total The purpose of this research is to identify whether Dilmah should continue the current campaign or modify the campaign. The result from the secondary research and primary qantative research are showing the most effective forms of media and publicity is TV advertising which the campaign is focusing on. The past few years that Dilmah has been focus on TV advertising and the result shows the sales of Dilmah black tea has been increased steadily. It proved TV advertising has achieved the result of increasing the sales of tea. The research has investigated the 5 objectives which are key trends in the tea market, key customer segments and a profile of each, levels of brand awareness and measure attitudes towards teas as a drink. The findings show Dilmah should continue the current campaign as it is. Key trend in the tea market (market size, market share and price…etc) Key customer segment and a profile of each Brand Awareness The most effective form of media and publicity Attitude toward to tea as a drink Recommendation Id research problems / to understand / to investigate / to explore The primary research has contained five objectives are key trend in the tea market, key

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