Market Research
Q) Explain, with examples, the steps in the research process that could be adopted by marketers in Malaysia.

A) Basically market research can be summarized as below:
Define Problem  Design research methodology  Collect Data  Analysis + Conclusion  Presentation of Result + Recommendation

High5 bread is certainly commonly consumed by Malaysians in the past decades. Unfortunately, it seems that this brand is overpowered by its competitors namely Massimo and Gardenia. A sound market research has to begin with defining the problem. For this case, the problem would be the decreasing sales of High5. Subsequently, a research methodology should be designed with consideration on cost of research, accessibility to resources, target market, relevance of data to be collected as well as other significant factors. For example, High5 could carry out survey in the supermarket to collect the data on the impression or opinions on High5, ranking of preferences (Massimo, Gardenia, High5,etc..), and reasons for not choosing High5.

Once the data is collected, analysis would be carried out to conclude the main reason why consumers are choosing other brands. For instance, the reasons may be the texture of the bread, overall impression of the brand, or the price compared to its competitors. Once the conclusion is drawn, the result can be presented to the top management along with recommendation or corrective measure that could be taken or implemented in the marketing campaign development.

** The market research project may not need to occur in a strict sequence as above.

Case Study : So delicious the Italians want it back.
Q) Explain how market research informed La Famiglia’s campaign development.

A) As La Famiglia Fine Foods faced with fierce challenges from large competitors selling the same product at a lower price, the major problem faced