Marketing Research Proposal Campbell's Self Heating Soup
Marketing Research Proposal Campbell s Self Heating Soup
Introduction Campbell s was founded in 1860. By 1905, Campbell s was selling 21 varieties of soup. Campbell s began selling convenience soups like on-the-go sippable soup meant to be held and microwavable soups. While condensed soup sales fell, convenience soups sales increased profits. Our product is a self-heating soup container that makes life easier for the commuter.
Gakwer Media
Objectives Research Objectives Identify target audience Identify what income level bracket consumers would be in What type of brand packaging would appeal to target audience? Where do they plan to consume the product? Managerial Goals What price margin should be established for the product? Address consumer s safety issues Establish brand awareness Cut market share of Kraft/ConAgra
Secondary Research In 2010, Campbell s sales for the year were $7.7 billion. The company holds 60 percent of the US soup market share. Main competitors are Kraft and ConAgra. In the past year, Campbell s spent $123 million on R&D. Campbell s is addressing health issues by lowering the sodium levels in 20 of their most popular condensed soups by 25-45 percent. The company is hoping to expand into the Chinese market because China is the largest soup market with a consumption of 355 billion servings of soup a year.
Primary Research No observational study because our product is new and observing customers would not reveal existing opinions about it. No interview because we need a broader sample of opinions. Interviews are too time consuming and more difficult to generalize. Our two research instruments are focus groups and surveys. Focus group allows us to get in depth response from a group of people about our new concept. Survey allows us to get general information from a large group of people and their existing eating habits.
Survey Use systematic random sampling of a consumer database of a grocery store. Mail survey to the homes of people who already include soup in their grocery shopping habits. Incentive: $25 gift card to grocery store Questions help identify the participant, their commute, lunch break, and eating habits. Through the survey, we also introduce the concept of portable heat technology and ask for opinions.
Focus Group Use judgement sampling to hand out flyers with information about focus group to people at train stops. Have more control over gathering a group representative of the universe since respondents to the flyer can be accepted or rejected to the focus group. Incentive: $150 cash Questions include information about eating habits. Introduce new product and participants respond to brand packaging and concept.
Timeline WEEKS
TASKS
1 Define managerial goals and research objectives 2 to 5 Conduct secondary research 6 and 7 Survey grocery store customers 8 and 9 Analyze results of secondary research and survey Make modifications to moderator s guide Begin gathering focus group participants 10 Hold focus groups 11 and 12 Analysis of findings 13 Put together report of findings 14 Presentation
Introduction Campbell s was founded in 1860. By 1905, Campbell s was selling 21 varieties of soup. Campbell s began selling convenience soups like on-the-go sippable soup meant to be held and microwavable soups. While condensed soup sales fell, convenience soups sales increased profits. Our product is a self-heating soup container that makes life easier for the commuter.
Gakwer Media
Objectives Research Objectives Identify target audience Identify what income level bracket consumers would be in What type of brand packaging would appeal to target audience? Where do they plan to consume the product? Managerial Goals What price margin should be established for the product? Address consumer s safety issues Establish brand awareness Cut market share of Kraft/ConAgra
Secondary Research In 2010, Campbell s sales for the year were $7.7 billion. The company holds 60 percent of the US soup market share. Main competitors are Kraft and ConAgra. In the past year, Campbell s spent $123 million on R&D. Campbell s is addressing health issues by lowering the sodium levels in 20 of their most popular condensed soups by 25-45 percent. The company is hoping to expand into the Chinese market because China is the largest soup market with a consumption of 355 billion servings of soup a year.
Primary Research No observational study because our product is new and observing customers would not reveal existing opinions about it. No interview because we need a broader sample of opinions. Interviews are too time consuming and more difficult to generalize. Our two research instruments are focus groups and surveys. Focus group allows us to get in depth response from a group of people about our new concept. Survey allows us to get general information from a large group of people and their existing eating habits.
Survey Use systematic random sampling of a consumer database of a grocery store. Mail survey to the homes of people who already include soup in their grocery shopping habits. Incentive: $25 gift card to grocery store Questions help identify the participant, their commute, lunch break, and eating habits. Through the survey, we also introduce the concept of portable heat technology and ask for opinions.
Focus Group Use judgement sampling to hand out flyers with information about focus group to people at train stops. Have more control over gathering a group representative of the universe since respondents to the flyer can be accepted or rejected to the focus group. Incentive: $150 cash Questions include information about eating habits. Introduce new product and participants respond to brand packaging and concept.
Timeline WEEKS
TASKS
1 Define managerial goals and research objectives 2 to 5 Conduct secondary research 6 and 7 Survey grocery store customers 8 and 9 Analyze results of secondary research and survey Make modifications to moderator s guide Begin gathering focus group participants 10 Hold focus groups 11 and 12 Analysis of findings 13 Put together report of findings 14 Presentation
