Marketing Research Project
Tackling the Reasons behind Crystal Sales Volume Decline
Marketing Research Project Report
6/26/2011
Presented to: Dr. Nehal el Naggar
Table of Contents Market Overview 3 Problem Definition 3 Management problem 3 Steps taken to identify the Market Research Problem 4 Secondary data analysis 4 Expert depth interviews 6 Market Research Problem Definition 8 Research Objectives 8 Theoretical Framework (Defining the Dependent & Independent Variables) 9 Research Design 9 Research Methodology 10 Data Collection Sources & Tools 10 Population & Sampling 10 Data Analysis 11 Brand/SKU usage: 11 Drivers affecting the VG purchases: 11 Purchase Habits after the revolution 12 Brands’ Availability in the market & buyers’ reactions 12 Recall & Evaluation of VG brands’ Advertisements 13 The Crystal 0.5 Kg introduction 13 Conclusion 14 Recommendations 14 Appendix I: Expert IDI – discussion guide line 15 Appendix II: Quantitative research questionnaire 17
Market Overview
Arma Food Industries has launched a new product into the Egyptian market, Crystal Ghee, taken from the Oil mother brand Crystal.
Tampering on the already well established brand image and presence of the Crystal brand name, achieved within the oils category, Arma wished to take this brand name further and launched a new ghee brand accordingly.
In June 2010, Arma launched two variants to the ghee Crystal brand, one yellow and the other white. Introduction includes five sizes for each type, 1, 2, 3, 5, 11KG.
In 9 months, Crystal achieved a total sales volume of 8.3%, putting huge pressures on the key players (Rawaby at 33% & Ganna at 23%) of the market.
After this successful introduction, and although Arma launched an aggressive advertising campaign in February 2011, Crystal VG started to face decline in sales volume.
Problem Definition
Management problem
After a successful introduction of “Crystal” in the Egyptian ghee market in
Marketing Research Project Report
6/26/2011
Presented to: Dr. Nehal el Naggar
Table of Contents Market Overview 3 Problem Definition 3 Management problem 3 Steps taken to identify the Market Research Problem 4 Secondary data analysis 4 Expert depth interviews 6 Market Research Problem Definition 8 Research Objectives 8 Theoretical Framework (Defining the Dependent & Independent Variables) 9 Research Design 9 Research Methodology 10 Data Collection Sources & Tools 10 Population & Sampling 10 Data Analysis 11 Brand/SKU usage: 11 Drivers affecting the VG purchases: 11 Purchase Habits after the revolution 12 Brands’ Availability in the market & buyers’ reactions 12 Recall & Evaluation of VG brands’ Advertisements 13 The Crystal 0.5 Kg introduction 13 Conclusion 14 Recommendations 14 Appendix I: Expert IDI – discussion guide line 15 Appendix II: Quantitative research questionnaire 17
Market Overview
Arma Food Industries has launched a new product into the Egyptian market, Crystal Ghee, taken from the Oil mother brand Crystal.
Tampering on the already well established brand image and presence of the Crystal brand name, achieved within the oils category, Arma wished to take this brand name further and launched a new ghee brand accordingly.
In June 2010, Arma launched two variants to the ghee Crystal brand, one yellow and the other white. Introduction includes five sizes for each type, 1, 2, 3, 5, 11KG.
In 9 months, Crystal achieved a total sales volume of 8.3%, putting huge pressures on the key players (Rawaby at 33% & Ganna at 23%) of the market.
After this successful introduction, and although Arma launched an aggressive advertising campaign in February 2011, Crystal VG started to face decline in sales volume.
Problem Definition
Management problem
After a successful introduction of “Crystal” in the Egyptian ghee market in