Secondary Research for A Consumer Food Product

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Secondary Research for A Consumer Food Product

• AGB 405 Agribusiness Marketing Research
• Dr. Marianne McGarry Wolf
• Group Secondary Research
• Due Week 3
• Presentation Oral and bound hard copy
• Grading 15 of Final Grade, peer review, 100
  point scale

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Secondary Research for A Consumer Food Product
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Secondary Research for A Consumer Food Product

• Secondary data is data which was collected for
  some project other than the one at hand.

• While primary data is data which was collected
  for the project at hand.

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Secondary Research for A Consumer Food Product

• One use for secondary data is to provide
  information about a product category for a
  situation analysis

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Situation Analysis for A Consumer Food Category

• A situation analysis is used to describe the
  market climate in a product category, such as
• Dairy
• Wine
• Beer
• Soft Drinks
• Produce
• Beef
• Pork
• Produce
• Poultry

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Situation Analysis for A Consumer Food Category

• Category trends in a category
• Price
• Place
• Promotion
• Product
• Consumer Demographics

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Situation Analysis for A New Consumer Food Product

• Use the situation analysis to identify a new
  product possibility for an existing brand in a
  food product category
• A new product can be a
• A new flavor
• A new form
• A new package
• An innovation

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Product

• Identify the brands in the category using
• Encyclopedia of American Industries (Ref HC
  102.E53.1998)
• Hoovers Handbook of American Business (Ref
  HF5030.H661997 and www.hovers.com)
• Market Share Reporter (Ref HF5410 .M33 and
  Lexis-Nexis on Library Home page)
• Web search
• Other sources

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Product Sales Trends

• Examine trends over time in the product category
  by using Lexis-Nexis on Library Home page)
• Web search
• Other sources

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Price

• Use the same sources used to examine product
• And, examine brand pricing by visiting at least
  six local outlets.
• Create a spread sheet for the product category
  which shows the price of each brand in each
  outlet.
• Calculate the average price for each brand across
  all outlets.

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Promotion

• Consumer advertising expenditures by media type

• Consumer promotion through the use of
  sampling,couponing, special events

• Public relations

• Promotion to retail buyer

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PromotionSources

• Advertising Age (HF5801 .A276 (Per))

• Hoovers Handbook of American Business (Ref
  HF5030.H661997 and www.hovers.com)

• Web search

• Lexis-Nexis, and other sources

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PlaceDistribution

• Examine retail outlet segment of the market

• Choose one of the top 20 markets listed in Trade
  Dimensions 1998 Marketing Guidebook (Ref HD
  9321.3.975 1998)

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Retail Market

• Describe retail segment of the market
• Food store sales
• Food stores
• Total supermarkets

• Describe all consumer demographics in market
  using Trade Dimensions 1998 Marketing Guidebook
  (Ref HD 9321.3.975 1998)

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Retail Market Economy

• Describe economy and business conditions in
  market area chosen for test market

• Use
• Markets of the U.S. for Business Planners (Ref HC
  106.8.m333
• Chamber of Commerce Home Page information
• Lexis Nexis sources

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Consumer Profile in Category

• Describe consumer demographics for the typical
  category consumer based on Simmons Study of Media
  and Markets (HF5415.2 .S554 (Ref)).

• Examine
• Age
• Education
• Income
• Race
• Employment
• Gender

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Consumer Comparison

• Compare the demographics of the test market to
  the demographics of the typical category consumer

• Examine
• Age
• Education
• Income
• Race
• Employment
• Gender

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Summary and Conclusions

• Summarize key findings
• Describe anticipated trends of the Future in the
  category
• Describe why the new product is anticipated to be
  a success based on the situation analysis

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Next!

• Primary Research to evaluate new product idea!