Preview

Mr Pluto

Better Essays
Open Document
Open Document
2181 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Mr Pluto
Marketing Report

River Link Ltd.

Introduction

River Link Ltd. (RLL) is a manufacturing company, producing hot drinks such as tea or coffee for big retailers. Our task is construct an appropriate marketing plan for entering on food beverages market.

Analysis of Interview

6 Interviews were conducted to investigate attitudes towards hot drinks and habits. Summary of respondents’ answers is presented below. | Chocolate consumers | Non-chocolate consumers | | Female/male | Female/Male | | <24 (female) | 25-54 (male) | >54 (female) | All | Q2 | indulgence | indulgence | Relaxing | Coffee - gives power | | | | | Tea - refreshing, tasty | Q3 | supermarket | supermarket | corner shop | Coffee - little coffee shop | | | | | Tea - local health shop, corner shop, supermarket | Q4 | chocolate: thick and flavour with smooth texture | Trying new flavours and brands | personal taste and being loyal to favourite brand | Coffee - good aromaTea - personal taste |

Participants were divided into 2 groups based on response to the first question (Do you drink hot beverages?) to separate chocolate consumers from those who prefer other beverages (tea or coffee). Main reason of buying and drinking food beverages (FB) like chocolate was indulgence. Furthermore, older people are likely to drink in the evening to relax before sleep. Answers to Q3 (Where do you shop for your hot beverages?) lets us assume that participants buy chocolate during their usual shopping in supermarkets so it is necessary for RLL’s brand to develop good positioning in shelves so their products will attract the eyes of customers and they will buy RLL’s chocolate out of hand. As it goes to reason behind buying, situation is complicated because all of the respondents gave different answers. Based on the interviews we can draw conclusions that females value taste and quality and are loyal to their favourite brand. On the other hand, males are likely to change


References:
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Satisfactory Essays

    Coke vs Pepsi
    • 369 Words
    • 2 Pages

    Coke vs Pepsi

    As we all know, Coca-Cola and Pepsi have been rivals for centuries. While most people have their own preference on which cola they prefer, they have no idea what makes these two cola brands so similar yet so different. While both are similar in color and taste, the biggest difference between these two brands are their sugar level. Coca-Cola, the dominant coke brand, contains less sugar compared to that of Pepsi’s. Furthermore, these two world renowned colas are said to help regain energy because of its caffeine content. In addition, Pepsi has higher caffeine content and contains more calories compared to Coke. These two cola types carbonated drinks are slightly different in taste. Coca-Cola has a slight vanilla taste to it while Pepsi has a sort of citrusy taste to it. When poured into a glass, Coca-Cola produces more “fizz” even though it is much smoother when swallowed. On the other hand, Pepsi maintains its fizzy sensation when swallowed. Despite all these differences, most people can barely tell the difference between these two colas in a blind-folded taste test. There was an experiment conducted to test students’ preference on both colas. According to Woolfolk and her associates (185-186), most college student Coke drinkers prefer Pepsi in a test where Pepsi and Coke are labeled as S and L respectively. They have concluded that college students prefer the letter S compared to L. They had conducted an experiment where both cups S and L contained half Coke and half Pepsi. Regardless of the type of cola, the students preferred cola S over cola L in 85 percent of the cases. This has proved that students’ preference on their favorite cola did not result from the preference for different colas, but the preferences for certain letters. In conclusion, these two colas’ have differences so slight that most consumers cannot even tell.…

    • 369 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    General Environment FActors Affecting the Softdrink Industry
    • 629 Words
    • 2 Pages

    General Environment FActors Affecting the Softdrink Industry

    Demographics. Age and ethnicity are two main characteristics that affect consumer preference for soft drinks and alternative beverages. Analysts, such as Marcia Mogelonsky, the author of Who's Buying Food and Drink, note that soft drink companies that take note of and respond to the age and ethnic trends will do well. She pointed out that for many senior citizens, price is more of an issue than it is for baby boomers. They're not poor, but they can't buy in bulk anymore either. In addition, it has been observed that with age, health concerns become more of a factor when choosing a beverage. However, she adds that a health concern is not going to pull people away from a certain product it's going to make them choose a modified version of that product if it's available. In contrast to older consumers, younger consumers--particularly teens and those in their twenties--have less attention spans for products and are more likely to prefer products that seems to be fun and different.…

    • 629 Words
    • 2 Pages
    Good Essays
    Read More
  • Powerful Essays

    Economics Behind the Demand Curve
    • 3998 Words
    • 16 Pages

    Economics Behind the Demand Curve

    Individuals make choices based on their personal tastes and preferences. Tastes and preferences are shaped by many factors. Some of the factors are family environment, physical condition, age, sex, education, religion, and location. In the analysis that follows, tastes and preferences will be viewed as a given, and discussion will focus on how those tastes and preferences are transformed into consumption decisions.…

    • 3998 Words
    • 16 Pages
    Powerful Essays
    Read More
  • Good Essays

    Ethel’s Chocolate Lounges: Back to the Future? Chocolate Lounges Taste Sweet Success
    • 1037 Words
    • 5 Pages

    Ethel’s Chocolate Lounges: Back to the Future? Chocolate Lounges Taste Sweet Success

    Ethel’s Chocolate lounges are chocolate or candy based restaurants that where created by the Mars corporation. The Mars Corporation is the same corporation that makes the famous M&M candy. In the case study on Ethel’s Chocolate Lounges we learn that the Mars Corporation has made many modifications to better the chocolate lounges. They strive to be more like Starbucks, and to sell the experience of having great atmosphere, gourmet chocolate, and at very reasonable prices. Through marketing strategies the Mars Corporation had many ways to influence customers to dine at Ethel’s Chocolate Lounges. These strategies use consumer buying decisions such as routine response behavior, limited decision making, and extensive decision making. Ethel’s Chocolate Lounges rely on the limited decision making to influence customers. Consumers engaging in limited decision making have a low level of involvement and make little effort in searching for information on alternative brands or products. If the consumer discovers a particular item they normally purchase is not available, the consumer will look for a similar product. In searching for a similar item, the consumer may base their decision on similar ingredients, if the items were on sale, or their prior experience of the item the consumer wanted to purchase. When someone chooses to dine at a restaurant such as Ethel’s, there are very few, if any, other choices to compare their products and experience. Those who choose this type of restaurant already has a basic knowledge of what this store offers but is interested in expanding that knowledge base somewhat. When deciding whether or not to try Ethel’s, they are generally making a decision based on what their wants are at that time, thinking only slightly about the…

    • 1037 Words
    • 5 Pages
    Good Essays
    Read More
  • Powerful Essays

    Donatos Finding the New Pizza
    • 878 Words
    • 4 Pages

    Donatos Finding the New Pizza

    The research designed used was to first develop “the product prototype, followed by employee taste testing, concept screens (where participants, usually in a central location, are shown photographs of food products, and then queried about the item’s uniqueness, brand fit, price attractiveness, and the likelihood of purchase if the product were available), and ultimately in-restaurant tests in two or more restaurants within the chain. In-restaurant tests also include participants completing a self-administered intercept survey or, for delivery customers, a…

    • 878 Words
    • 4 Pages
    Powerful Essays
    Read More
  • Good Essays

    Ethel's
    • 813 Words
    • 4 Pages

    Ethel's

    The type of consumer buying decision can be associated with routine response behavior. Ethel’s is described as a place where people can experience chocolate at a place where there is a neighborhood vibe. When you think of a neighborhood-vibe you get the sense that things are always the same when you come into that neighborhood. You can always expect the same people, on the same streets and the same houses and cars. Thus at Ethel’s a consumer can always expect the same chocolate, the same service and the same lounging experience. People tend to buy what they are familiar with and will continue that experience unless there is a change in product. They understand the taste of chocolate and the deciding factor on whether to eat it is non-existent. Consumers are known to stick with what satisfies the taste, feel and sight of the senses and want to experience that wonderful sensation over and over again. Always making it a great place for a customer to come when they want a pleasant experience after a long day or when they want to sit around with friends and enjoy a great time to socialize.…

    • 813 Words
    • 4 Pages
    Good Essays
    Read More
  • Better Essays

    Chicken of the Sea Case Study
    • 1241 Words
    • 5 Pages

    Chicken of the Sea Case Study

    1. Consumers go through a low-involving decision making process when purchasing a canned tuna. Initially, consumers recognize their problem in needing or wanting canned tunas, through the new products that are in the tuna market—like the tuna salad kit—or when the product is out of stock at home. However, it all depends upon how consumers’ perceive a problem and the motivation to solve their need or want. For a canned tuna, it will most likely follow the physiological need within Maslow’s Hierarchy of Needs. The product responds to the primary need of hunger, a basic need that needs to be satisfied. Consumers then search for information in regards to the different product brands out in the market. Usually, they seek information internally by recalling past experiences and/or the knowledge regarding various purchase alternatives. Additionally, consumers may engage in external search through personal sources such as their family and friends. During this time, consumers’ perception of the product brands is also influenced when seeking external information. Once acquiring the information, consumers then pre-evaluate and compare the brands they are interested through an evaluative criterion and the consequential outcomes consumers will experience from a particular brand. This period is also when consumers form attitudes towards certain brands. When consumers make a purchase decision, consumers often may develop brand loyalty when purchasing low-involvement items like canned tuna. Finally, consumers post-evaluate their purchase decision either determining if they were satisfied (or not) with the product.…

    • 1241 Words
    • 5 Pages
    Better Essays
    Read More
  • Best Essays

    Qualitative Research and Quantitative Research
    • 3307 Words
    • 14 Pages

    Qualitative Research and Quantitative Research

    Qualitative research and quantitative research are two approaches that are usually used by researchers to conduct research. The concept of a ‘mixed method’ approach is to combine the two approaches together. But the concept applies to using more than one qualitative method to conduct a research since each brings a particular kind of insight to a study (Ritchie and Lewis, 2003, p38). This paper aims to examine whether the three approaches---observation, interview and questionnaire, are appropriate to conduct the food preference research and whether there is a food preference based on gender by conducting the three approaches at Sheffield Hallam University. This paper discusses the three approaches separately. In each part, this paper firstly introduces the approach, then reviews the approach the author used to conduct the research at Sheffield Hallam University and has a reflection to illustrate the problems occurred when doing research based on the theory; meanwhile discusses the advantages and disadvantages and highs the notices when conducting the method; finally demonstrates the appropriate of the three methods to conduct the research about food preference and suggests some improvements of the three approaches.…

    • 3307 Words
    • 14 Pages
    Best Essays
    Read More
  • Satisfactory Essays

    Observation
    • 361 Words
    • 2 Pages

    Observation

    1. The period of time I observed was not very appropriate because there were not many students, and I could not find any female buy soft drinks. The special time period might influence students’ choices of purchasing in rest area.…

    • 361 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Better Essays

    Marketing Plan: the Tea Shop
    • 4635 Words
    • 19 Pages

    Marketing Plan: the Tea Shop

    Tea is one of the most drunk beverages in the world. World tea production continued to reach new highs in 2004, when output grew by 2 percent to reach an estimated 3.2 million tonnes, according to an FAO report prepared for the Intergovernmental Group on Tea meeting in Bali (20-22 July 2005) to review the current world tea market and its medium-term outlook. Tea is a natural source of caffeine, theophylline, and antioxidants, although it has almost no fat, carbohydrates or protein. It has a cooling, slightly bitter and astringent taste. Tea also contains an important quantity of minerals and anti-oxidants which play an important role in protection from cancer and heart disease and the maintenance of oral health; that there is a connection between tea drinking and a healthier lifestyle; and that tea is a refreshing, reviving drink.…

    • 4635 Words
    • 19 Pages
    Better Essays
    Read More
  • Good Essays

    Report for Influencing Factors of Student's Food Choices
    • 8612 Words
    • 35 Pages

    Report for Influencing Factors of Student's Food Choices

    From our research, we find that there are two primary elements can affect people’s food choice when they shopping for food. One is price, and another one is taste. As participant 2 (21, male, Chinese) said “Between quality and price, I will choose price”, and participant 5 (21, male, Chinese) also stated “I will buy food produced by Tesco, because the price is acceptable, especially for international students”. It can be supported by French (2003), who reveals that price can be a useful method to affect people’s food options, and Price reductions can strongly influencing the buying patterns of targeted foods. When people want to try a new product, price is still a major factor to be considered. Participant 4 (21, female, Chinese) had the same opinion that “If the product is expensive before, but now it has discounts, I will change to buy it”. For taste, participant 4 (21, female, Chinese) claimed that “I will choose the taste, because I’m used to Chinese food that have different flavor with local ones.” Moreover, participant 6 (30, male, American) insist this point too, he said “taste and price are very important. Sometimes the foods are very cheap, but if the taste is bad, I won’t choose it”. There are little literatures supporting this point in recent years, but from the observation of Stewart and Tinsley (1995), they indicated that taste and other sensory elements are the most significant factors that affect young adults’ food choices.…

    • 8612 Words
    • 35 Pages
    Good Essays
    Read More
  • Powerful Essays

    Moonleaf Tea Shop Philippines
    • 2433 Words
    • 12 Pages

    Moonleaf Tea Shop Philippines

    All these plus that one cup of your favorite tea drink makes for the unforgettable experience of a different brew.…

    • 2433 Words
    • 12 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Nescafe in India
    • 273 Words
    • 2 Pages

    Nescafe in India

    CONSUMER BEHAVIOR AND COMPETITION ANALYSIS: This part is based on a structured and detailed questionnaire based survey that helps us understand the behavior of the consumers in terms of buying roles, decision making process and purchase behavior. The consumers are also classified according to the information provided in the survey. The Survey also identifies the competitors of Nescafe in intra and inter…

    • 273 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Better Essays

    Fast Moving Consumer Goods-Nestle
    • 1468 Words
    • 6 Pages

    Fast Moving Consumer Goods-Nestle

    Nestle instant coffee Nescafe and the confectionery product Kit Kat are well-known brands in Malaysia. They segmented their market by dividing market into distinct needs and behavior in order to fulfill consumers’ want. For example, the drinkers of Nestle Nescafe have segmented by psychographic and demographic variables. Nescafe Dolce Gusto with the price RM27.99/ 200g in Tesco Hypermarket, might be more favorable for the upper class or the high income class than Nescafe 3 in 1 with the price RM14.99/ 570g in Tesco Hypermarket. In the opposite way, Nestle Kit Kat has dividing its products flavors by geographic variable and segmentation by occasion, for instance, Nestle has introduced over 200 different flavors since…

    • 1468 Words
    • 6 Pages
    Better Essays
    Read More
  • Good Essays

    Denmark's Coffee Industry
    • 709 Words
    • 3 Pages

    Denmark's Coffee Industry

    Hot drinks are subject to international influences. These influences are slowly changing drinking patterns in the hot drink market.…

    • 709 Words
    • 3 Pages
    Good Essays
    Read More

Related Topics