Marketing Research for Glutenfree Oreo

II.Background and Role of the Research

Reasons behind our research are specifically related with reaching the people who have celiac disease. Celiac disease damages the vili of the small intestine and interferes with absorption of nutrients from food. At this standpoint, those people cannot eat bread, biscuits etc. because of the sensitivity to gluten. We, as the leading global biscuit company, want to meet the demand of these disadvantaged people. Also the market research gives some clues about how consumers perceive our brand in terms of health issues. The research aims to determine the amount of gluten-free product users in specific countries. Additionally, we try to figure out the reliability of “gluten-free products” according to our consumers. Thirdly, market research is a good opportunity to explain the situation of our competitors and consumers’ needs and wishes because there are some companies which are working on gluten-free products.

Our research helps us to understand our consumers’ perceptions and we can predict possible profit of Gluten-Free Oreo to our company. In terms of marketing program development, the research is at the center of our new project and we are planning to get into action according to our target groups’ needs. There are several organizations which are working for celiac diease awareness such as Celiac Youth of Europe, Association of European Celiac Societies etc. We are planning to interact with these organizations to decide on shortages of other gluten-free goods. To sum the research plays determining role to understand what people want, how to work in marketing program development.