Marketing Research

Marketing Research Assignment – S73044 Cherene Scheepers

Question 1

1. The Title:

The Marketing Research Proposal for improving Fruit flavored Sparkling Water (FFSW).

2. The purpose of the research project (problem statement):

The objective is to increase sales turnover by 10% by changing packaging from plastic to Polyethylene Terephthalate (PET).

The Marketer of Fruit Flavored Waters would like to identify the reason for the rapid decrease in sales over the last 2 years. At the moment he is uncertain whether he should develop a new formula to improve the taste, or perhaps he should consider new packaging for the sparkling fruit flavored water. The marketer of Fruit Flavored Waters is investigating alternative options in order to grow sales by 10%.

The research team will now propose to the marketer how the respective research will be conducted consequently with the ultimate objective of increasing the sales turnover. Given the fact that they are renowned for their unique “fruit flavored” taste in sparkling waters, the research team believes that the packaging might be the underlining reason for the decrease in turnover and not the formulation. At a brief glance, researchers have also observed that the shelves at distribution outlets appear to be stocked with more PET containers than plastic containers. Recyclable glass bottles and PET plastic are environmentally friendly and is said to leave little to no post-consumption resin.

This suggests that consumers and competitors are leaning towards the “go green” approach. To determine what type of information is desired by Fruit Flavored Sparkling Waters depends on certain specifics about the actual motive behind the “go green” approach.

3. Research questions and objectives:

The objective is to provide information on the following questions:

* Customer analysis:

* Perhaps we should consider that our market might fall in the “go green” category? This would mean that we should focus our...