Unit 3 P2 Market Research

P2/D1

Explain how different market research methods have been used to make a marketing decision within a selected situation or business

The business that I have chosen to evaluate is Kellogg’s and their development using market research on their new product, the Crunchy Nut Bites. I will be evaluating their wide range of marketing research methods that they have used to promote their upcoming product to their target market in the most efficient way.

Kellogg’s have initially promoted their new cereal bar first of all, by using market research to get an aspect of their target market and to get a good idea of what they personally want from Kellogg’s as a brand. They have used various market research methods to find out what consumers think and

However, the primary research was also less specific because there would be a slim chance of the internet supplying a case study on the specific product that Kellogg’s would launch. As well as this, because the information is on the internet, it was open to competitors. Which mean that Kellogg’s competitors could have the same secondary research as them.

Furthermore, Kellogg’s also collected results in the form on qualitative data, data that is not in a numerical form, but in words and sentences, For example opinions, feelings and attitudes. As well as this, they also collected quantitative data, data that is in numerical form, which essentially helped Kellogg’s because it provides solid numerical data for accurate statistical analysis.

One of Kellogg’s most important and successful brands is the Crunchy Nut Cornflakes; it launched in 1980 and made total sales of £68 million since then. Over the course of the past few years, Kellogg’s wanted to extend the brand so therefore in order to accomplish this they undertook market research to find

As well as this, Kellogg’s also refined the Crunchy Nut Bites prototype in this stage; they produced four alternative recipes to use a back-up and to also help them in the development of their main product. They also used focus groups as one of their market research methods for them to test the new and more developed prototypes. One of the essential things business will need to do is to repeatedly going back to the drawing board to refine and develop their ideas because it is highly unlikely that they will get all the different aspects of product right the first time. So it is a good thing for Kellogg’s to go back to the drawing board and advance their ideas from the market research collected to come out with a product that has been changed over and over again to be finished perfectly. Additionally, quantitative data enabled Kellogg’s to select the preferred option from the customers. Lastly, the pack design of the Crunchy Nut Bites was also tested with the new customers and in the end Kellogg’s found out that they highly approved of the