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Market Research

In: Business and Management

Submitted By aishahomar
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8. Current Audience Attitudes/ Perception/ Behavior
Provide insight about the target customer in terms of his or her perceptions about the brand.
Relevant attitudes, behaviors and perceptions that need to be changer or will filter the key message (Use substantiating research where possible)

* May be bored searching for new things * Wants to be changed.

Targeting at green tea drinkers who wants to grab a cup of good green tea no matter what brand they are. Coffee drinking is a low involvement activity but the target market is discerning and fussy. Target market may get bored and are searching for the right taste and method of coffee drinking. The target audiences do not have images of the pleasure consuming ‘Green Tea’ in minds. At the moment, ‘Green Tea’ is not the best representative of green tea we want that that to be changed.

9. Desired Target Audience Response
What they should think, feel and act after exposure to the communication.
Describe how you see the target audience responding to the brand communication.
Challenge the agency by being creative and inspiring yourself. * Stored information inside memory

(1) Newspaper full sized and quarter ad page (2) Magazine full page and quarter page (3) TV ad commercial 30 seconds (4) Radio and commercial 30 sec (5) Web banner – top side and bottom page 3x8 cm size (6) Flash ads on internet – 15 secs with animation (7) Billboard size – full poster size on bus shelter, bus panel, taxi top, mrt platform (8) Electronic bulletin board – 30 sec ad (9) Props at supermarket for sides promotion.
Additional testing measurements to check on purchase at stores, enquiries on web and online hits.

Poster at coffee shop, hospital

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