114076 SayPro Lesson 2 Research Plan Example

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Market Research Plan

To: Research agencies chosen to submit a proposal

From: John Peterson, J.P Spices Ltd, market research manager

Date: 13 April 2009

Background

J.P Spices was established in South Africa in 1991 and has become a market leader in the supply of Indian spices and Olive oil to countries outside South Africa. It is particularly strong in Namibia, Botswana and Algeria. For more information, please refer to our enclosed annual report, promotional brochures and websites. Olive oil has been used in many applications in recent years. Olive oil is protective to the digestive tract. Externally it soothes dry skin. It helps to keep the heart healthy and regular use is shown to prevent a build-up of cholesterol in the arteries. Olive oil can be used in salads or sauces. It stores well and will keep for up to a year in the right conditions.

 

Project Rationale

In Namibia J.P Spices supplies its Olive Oil to restaurants but not to the general public. This is not the case in Botswana and Algeria, where J.P Spices has been selling to the mass market for several years. J.P Spices is now considering the possibility of offering the same quality olive oil that it currently supplies to restaurants to the general public in Namibia. The working name for this oil is ‘Domestoil’. The company now wishes to commission research to help decision – making.

Objectives

We feel it is necessary to investigate customers’ attitudes towards the oils and brands in this sector. This research should aim to gain a clear understanding of customers’ perceptions and experiences. Their attitudes should be measured against relevant indicators. We suspect that the name ‘Domestoil’ may be confused with a bleach that has a similar name and we would like that aspect to be investigated. After numerous internal discussions, we have agreed that the overall objective is ‘to examine attitudes to the use of Olive Oil in the home’.

This has been broken into the following sub-objectives:

  • To examine how oils are used in domestic settings
  • To gather reactions to Domestoil
  • To determine promotional platforms that can be used to launch Domestoil

Possible methodology

The agency chosen for the research must have experience with foodstuffs. Furthermore, we expect both qualitative and quantitative capabilities because we expect to use both approaches.

Please consider existing olive oil users, rather than non-users, because that is our immediate target audience.

Data will be provided on all restaurants we serve directly and also wholesalers we supply. This will include restaurant or wholesaler name, address and telephone number; we do not wish to supply the names of individuals to avoid any possible complications with the Data Protection Act.

If it is useful we will also give access to our sales force. We have 30 full time sales support staff in Namibia. This number includes five sales managers and five deputy field managers. Their work will be extended somewhat because they will also take on domestic oils when launched. They are often very busy individuals and they travel extensively for work, so we would be pleased to set up meetings if that is helpful; many come together for monthly sales meetings at our head office. We will provide any support that may be required in contacting them.

Targeted audience

The following are the target audience for the research senior management, marketing manager, product development manager, olive staff and advocate customers.

 

Reporting and presentational requirements

Following this brief, a research proposal will be required. We would be pleased to have a meeting to discuss this written brief; alternatively, please use email or the telephone to clarify any issues. A brief email describing your thinking would be most welcome. When the project is underway, we would like regular progress reports. At a suitable point during fieldwork, we would like an interim report and meeting. A formal presentation of the research findings to the board of directors will be required, supported by a final written report.

 

Timing

The project timeframe must respect the needs of the product launch and availability of sales staff involved. Important signpost dates include:

15 May 2009                  Proposal deadlines

1 June 2009                  Go – ahead given

End of October Expected presentation date

November 2009 Annual sales conference (we would like you tom repeat the presentation at this)

May 2010                      ‘Domestoil’ launch expected

 

Budget

There is a set budget of R200 000 for this project, which cannot be exceeded. We expect the proposal to show a breakdown of direct costs and staff time. Please separate the distinct elements of your proposal in the event that budget constraints do not allow us commission your entire solution.

John Peterson

  • Neftaly Malatjie | CEO | SayPro
  • Email: info@saypro.online
  • Call: + 27 84 313 7407
  • Website: www.saypro.online

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