Question

You are the CEO of Marketing Research Ltd, a company that conducts marketing research for all types of organisations. Following is a marketing research scenario that you are required to address. Your task is to create a report on the problem and the proposed solution to Martin Scoon.

Martin Scoon, the owner of Scoon Beverages, was mulling the launch of a new product for which he needed to find the pulse of consumers to decide further. He designed a survey for collecting data from people in the city and engaged the services of research students from the university for executing the fieldwork. However, he found them to be non-cooperative at times and wondered whether the data supplied was fudged.

Question

A.Outlines a brief description of the business, its date of establishment, product, market, location and any other relevant information. Also, the marketing research capacity and systems that are currently in place, and any other relevant information. (You may need to add details but you cannot change the information already provided.)

B. Analyse the central problems/issues relevant to the case study

Answer 1

Answer A:

Brief Description

Non-Alcoholic Energy Drink by Scoon Beverages

Scoon Beverages is launching a Non-Alcoholic Energy drink in the market of the United States. This energy drink has 3 flavors of watermelon, orange, and cranberry. The drink will be hitting the markets in January 2021.

The company was founded by Martin Scoon on 20th December 2019 having its headquarter in New York, United States of America. Scoon Beverages will launch its new Energy drink product in there different phases which include Phase I, Phase II, and Phase III from January 2021 till May 2021. At the end of Phase III in May 2021 all the three flavors of the energy drink will hit the shelves of the outlets.

Stages of Product Launch

Phase I will hit the market of Tier 1 World cities, for example, New York, Chicago, and Los Angeles in January 2021.

Phase II will hit the market of Tier 2 Large cities, for example, Boston, San Francisco, Philadelphia, etc. in March 2021.

Phase III will hit the market of Tier 3, 4, and 5 cities, for example, Minneapolis, Austin, Madison, etc. till May 2021.

Marketing Strategies: the company has made state-wise and culture-based marketing strategies to make their product a success.

Marketing Research capacity and systems

Surveys and Data collection:

The company has performed market research by collecting data from people in different cities by engaging services of the research students of different universities for doing the fieldwork and collecting the data by approaching the general public and understanding there likes and dislikes.

Targeted Customers:

Targeted customers for this survey were all the youth generation who likes having energy drinks to enhance their productivity at work, playing games, studying, etc.

The number of people targeted:

The company targeted around one million people and gathered date by meeting them face to face and recording their likes and dislikes on a paper.

Hiring PR Agencies and Ad Agencies:

1. These agencies conducted market research.
2. Collected customer data.
3. Performing surveys.
4. Taking interviews from the people.
5. Observed the customer likes and dislikes.

Answer B. Analyze the central problems/issues relevant to the case study.

The central challenges and problems to launch a beverage product in the market are as follows:

1. Culture of drinks in the market: Understanding the culture of the drinks in the market where the product is to be launched.
2. Competitor Analysis: Performing analysis of the drinks which are already present in the market through competitor groups.
3. Alternative beverages: Which alternative beverages are available in the market except for the energy drink.
4. Age group: which age group people are attracted to the beverage to be launched.
5. Income group: which income group people can afford to buy the product.
6. Hiring Brand Ambassador: To hire which brand ambassador to make the product popular and for marketing success.

Limitations of the product:

1. Weather condition: To check if the weather condition of the market where the product is to be launched is favorable towards the kind of beverage.
2. Similar products and their success: To check already existing similar products in the market and the success they have in the market.

Proposed Solutions:

1. Hiring PR Agencies to perform the survey.

2. Taking support of Marketing Agencies to understand the different cultural requirements of different states.

3. Evaluating the collected data and making further effective marketing strategies.

4. Do strong Branding of the product.

5. Participating in sports or entertainment sponsorships.

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