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Secondary Research for A Consumer Food Product. AGB 405 Agribusiness Marketing Research Dr. Marianne McGarry Wolf Group Secondary Research Due: Week 3 Presentation: Oral and bound hard copy Grading: 15% of Final Grade, peer review, 100 point scale.

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secondary research for a consumer food product
Secondary Research for A Consumer Food Product

AGB 405 Agribusiness Marketing Research

Dr. Marianne McGarry Wolf

Group Secondary Research

Due: Week 3

Presentation: Oral and bound hard copy

Grading: 15% of Final Grade, peer review, 100 point scale

secondary research for a consumer food product2
Secondary Research for A Consumer Food Product
  • Secondary data is data which was collected for some project other than the one at hand.
  • While primary data is data which was collected for the project at hand.
secondary research for a consumer food product3
Secondary Research for A Consumer Food Product
  • One use for secondary data is to provide information about a product category for a situation analysis
situation analysis for a consumer food category
Situation Analysis for A Consumer Food Category
  • A situation analysis is used to describe the market climate in a product category, such as
    • Dairy
    • Wine
    • Beer
    • Soft Drinks
    • Produce
    • Beef
    • Pork
    • Produce
    • Poultry
situation analysis for a consumer food category1
Situation Analysis for A Consumer Food Category
  • Category trends in a category
    • Price
    • Place
    • Promotion
    • Product
  • Consumer Demographics
situation analysis for a new consumer food product
Situation Analysis for A NewConsumer Food Product
  • Use the situation analysis to identify a new product possibility for an existing brand in a food product category
  • A new product can be a
    • A new flavor
    • A new form
    • A new package
    • An innovation
product
Product
  • Identify the brands in the category using
    • Encyclopedia of American Industries (Ref HC 102.E53.1998)
    • Hoover’s Handbook of American Business (Ref HF5030.H661997 and www.hovers.com)
    • Market Share Reporter (Ref HF5410 .M33 and Lexis-Nexis on Library Home page)
    • Web search
    • Other sources
product sales trends
Product Sales Trends
  • Examine trends over time in the product category by using Lexis-Nexis on Library Home page)
    • Web search
    • Other sources
price
Price
  • Use the same sources used to examine product
  • And, examine brand pricing by visiting at least six local outlets.
    • Create a spread sheet for the product category which shows the price of each brand in each outlet.
    • Calculate the average price for each brand across all outlets.
promotion
Promotion
  • Consumer advertising expenditures by media type
  • Consumer promotion through the use of sampling,couponing, special events
  • Public relations
  • Promotion to retail buyer
promotion sources
PromotionSources
  • Advertising Age (HF5801 .A276 (Per))
  • Hoover’s Handbook of American Business (Ref HF5030.H661997 and www.hovers.com)
  • Web search
  • Lexis-Nexis, and other sources
place distribution
PlaceDistribution
  • Examine retail outlet segment of the market
  • Choose one of the top 20 markets listed in Trade Dimensions 1998 Marketing Guidebook (Ref HD 9321.3.975 1998)
retail market
Retail Market
  • Describe retail segment of the market
    • Food store sales
    • Food stores
    • Total supermarkets
  • Describe all consumer demographics in market using Trade Dimensions 1998 Marketing Guidebook (Ref HD 9321.3.975 1998)
retail market economy
Retail Market Economy
  • Describe economy and business conditions in market area chosen for test market
  • Use
    • Markets of the U.S. for Business Planners (Ref HC 106.8.m333
    • Chamber of Commerce Home Page information
    • Lexis Nexis sources
consumer profile in category
Consumer Profile in Category
  • Describe consumer demographics for the typical category consumer based on Simmons Study of Media and Markets (HF5415.2 .S554 (Ref)).
  • Examine
    • Age
    • Education
    • Income
    • Race
    • Employment
    • Gender
consumer comparison
Consumer Comparison
  • Compare the demographics of the test market to the demographics of the typical category consumer
  • Examine
    • Age
    • Education
    • Income
    • Race
    • Employment
    • Gender
summary and conclusions
Summary and Conclusions
  • Summarize key findings
  • Describe anticipated trends of the Future in the category
  • Describe why the new product is anticipated to be a success based on the situation analysis
slide19

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Primary Research to evaluate new product idea!

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