Research Methods for Managers - publié le 24/03/2009

Résumé du document

The product that I have chosen for this assignment is an innovative product, which is sold only in foreign countries. It is a product that cannot be found elsewhere. The product uses the principle of alcohol that is sold in the shape of a tube. I have chosen this subject because it is a new product unknown in France, and many studies could be done in order to see if this product could be attractive for consumers. Consequently, I will focus my study on the French market. In order to answer the questions that may arise, I researched on the topic and obtained the maximum of information. After the study of the market of alcohol, and particularly the study about spirits such as rum, vodka and the like and of the premix, I have seen that the French market is one of the most active and developed one in the recent years. Indeed, the sales in volumes are increasing and concerning the demand, it is very strong because it is a new product considered to be fashionable to the youth (people aged from 15 to 25 years).

Extraits

[...] Yes No If Yes, you can go to the question 4 If No, can you give us the reasons: . What kind of alcohol (whisky, wine, spirits, beer, vodka . What is the frequency of your consumption in terms of alcohol? - One times per week - Two times per week - Three times per week - More than three times per week - One times per month - For what reasons do you consume vodka? . What are your waiting about this product? . Thank you very much for the time that you spend to answer. [...]

[...] But what are premixes and alcopops? They are alcoholic drinks, whose strong alcohol taste is masked by sugar additions and flavors. The strategy marketing is directly centered on the young people, who are more accustomed to sodas and fruit juices that with strong alcohols, which targets adults. The main brands of alcohols, like Bacardi Breeze, Smirnoff Ice, Ricard have all the joint fact of being presented in the form of quills or bottles containing 25 or 33 Cl, with a design very tendency referring very discreetly to alcohols which they contain, without forgetting a very attractive selling price. [...]

[...] - Original products - Food - Alcohol - Fashion Did you have bought alcohol since the last 2 months in this store ? Yes No If Yes, what kind of alcohol? . If No, why don't you bought alcohol in this specialized store? . What do you think about this product? Do you think that one day you will buy this product? Yes No Reasons for positive or negative answer: . Thank you very much for the time that you spend to answer. [...]

[...] shopping mall for examples). In order to see that and all along this assignment, we will first analyze if it exists a demand. In fact, some externals factors tend to say that there is not an important demand and we can not launch this product. There are ad campaigns against the alcohol when we drive, reporting with young people which are drunk, the law and the repression against the alcohol, and the financial terms, because of the decrease of the purchasing power (people prefer to buy food than alcohol). [...]

[...] This store is specialized in the distribution of agro-alimentary articles of importation, with innovators and fanciful products. It is like an incubator with the new tendencies of food of tomorrow. For the moment, this brand distributes only few products in form of tubes. However, we can find some puree of green or red peppers or puree with ginger. And with regard to sweetened, it exists white chocolate tubes to the tariff from 3 to 15 Euros. Adding to that, we find sorbets. [...]