D1
Evaluate the market research method used by a selected organisation
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 want today and also in the future. Using a wide range of research method helps Kellogg’s to make informed and professional choices that will benefit the business in the long term. It also ensures the new products will meet the consumer needs because Kellogg’s would have already completed research methods such as surveys that will give them a personal idea of what their customers want from their brand. As well as this, using marketing research methods also improves Kellogg’s competitive advantage because it be simply researching into their customers, the business would have a clear idea on the ways where they can ensure that their customers are most likely to purchase their product, therefore giving them an advantage compared to their competitors.
First of all, Kellogg’s gathered primary research, research that is carried out first-hand for their new product. They did this by using market research methods such as interviews, focus groups and questionnaires. They found out that the research that they carried out proved effective because it was focused and they received a lot of results and information that can help with the development of the branding of their product. However, they did