19/11/2017
Table of Contents
1. Background & Need for the Research
2. Objectives
3. Research Design & Methodology
4. Survey Deliverables
5. Survey Timelines
6. Research Investment
Appendix 1: Field Operations & Quality Control
Appendix 2: Credentials of Key Personnel
1. Background & Need for the Research
Acknowledgements about the client which we prepared proposal for.
In view of the above, (the client name) wants to understand the real issues that is restricting LYL to grow at the desired pace.
Keeping in mind the above, (the client name) approached Pyramids Market Facts (PMF) to identify the problem being faced by the brand. We at Pyramids Market Facts, have sufficient expertise to handle this type of assignment. You can feel confident that your decisions are based on authentic data and reliable analysis that provides true insights on proposed study. The ensuing pages outline our thinking and approach towards this research.
Part of our responsibility is to provide you insightful and responsible marketing research techniques based on solid experience, sound market data and state of art statistical techniques that we believe best allow you to reach your research objectives. We try to balance the needs of our client with the requirements of the methodology in order to arrive at the best possible solution. For that reason, we continually explore new and developing methodologies so that we can present you with the best set of alternatives.
2. Objectives
a. Marketing Objectives
1. Increase consumer off-take to deplete extra trade stocks and create a general increase in market demand.
2. Gain 2-3% market share in the coming 2 years.
3. Change the top of mind perception of Lipton as Packet tea and not tea bags.
b. Research Objectives
1. Identify any problems associated to the current product mix (blend, price,
sku, name, stc). If so what will be the desired changes/amendments.
2. Consumer aspirations in terms of satisfaction and all other related to tea consumption.
3. General perception and brand association of in specific.
4. Most relevant name of CTC.
The main objective of the study is to identify consumer perceptions .
Target Profile
Age groups (22 to 35 years, 36 to 45 years, and 46 to 60 years).Males as well as females.Socio economic class B, B+, A and A +.Location – Greater Khartoum.
3. Research Design & Methodology
To meet the above objectives we propose a two phase study.
Phase 1- A qualitative brand equity study.
Phase 2- Blend test (branded as well as unbranded).
Phase 1
A qualitative brand equity research will be conducted with the help of focus group technique using Akers’ model.
The Key Objectives of This Phase Would be to:
*Assess the brand standing vis-à-vis the competitors
*Evaluate the loyalty and the involvement that the brand generates vis-à-vis competitor brands.
*Evaluate product quality perceptions and the competitiveness of the product in terms of the taste quality and drinking experience.
*Obtain the brand identity.
*Isolate core values.
*Identify the values which are under threat and need to be strengthened.
*Identify new values that need to be inducted in order to enhance the competitive edge.
*Obtain the core equity of the brand.
*Obtain current image dimensions of the brand and whether the desired values are a part of current image.
*Evaluate the contribution of the pack.
*Evaluate the role of advertisement and promotions, in the equity.
*Evaluate the role of pricing in shaping the equity.
*Obtain consumers perceptions of price-value equation.
*Understand current price-value perceptions.
*Obtain new values that can be inducted to make standing less price- sensitive
Phase 2
In this phase two product tests will be run parallel. To each other
1st will be a branded product test.
2nd will be an un-branded product test.
In these product tests will be tested vis a vis its closest competitor using sequential monadic technique.
At the end of this test we will be able to identify the general problems with the product/blend.
The above tests will tell us:
*comparison/preference between two tested products.
*purchase intent for the product.
*Likes/dislikes for each.
*Overall liking of the products.
*Liking and preferences of the product in terms of
.Taste
.Color (dry leaves and end cup)
.Strength
.Aroma (dry leaves, while cooking and end cup)
.Quality.
*Whether consumers are able to identify the flavor (flavor preferences).
4. Survey Deliverables
Pyramids Market Facts (PMF) will provide the following deliverables to the client:
*Soft copy of the report in power-point format for Phase 1
*Soft copy of the report in MS-Word format for Phase 2.
5. Survey Timelines
The following time lines will be applicable for the success of this research:
n
No. of weeks
Week1 Week2 Week3 Week4 Week5 Week6
x Commencement and go-ahead
Questionnaire design and approval
Fieldwork begins
Fieldwork ends
Data Processing/tabulation/Analysis/Report writing
Presentation (if required)
The above project (both phases) will be completed in a total of 6 weeks from the date of go ahead.
6. Research Investment
The investment for this research will be as follows:
Cost per unit (in USD)
Total Cost (in USD)
Phase 1- Brand equity (10 groups)
Phase 2- Product test (Branded)
Product test (Unbranded)
Total Cost in US $
The above cost includes the following:
*Project set-up: Designing of the material, printing, briefing, and, training field personal.
*Conducting fieldwork/groups
*Quality control
*Incentives
*Data processing
*Analysis and presentation.
Terms of Payment for the Study
Terms of Payment:- These terms are mandatory and will be
adhered to post commissioning of the project
Appendix 1: Field Operations & Quality Control
Accuracy of data depends on good field work. Therefore, at PMF; we have adopted a consistent quality control policy, which includes the following procedures at all stage of the research project:
1. We select interviewers according to the type of research and clients industry.
Supervisors who best understand the client's category are assigned to projects.
2. Individual training of interviewers is carried out for every study.All interviewers receive thorough training irrespective of their experience on similar studies.
3. Before starting the fieldwork, all interviewers undergo an intensive training program, designed to acquaint them with:
a. The principle of sampling procedures and the importance of these procedures.
b. Fieldwork methods and questionnaire design.
c. Interviewers techniques, including initial approaches and probing.
4. A central briefing session for all interviewers and supervisor to explain the survey objectives, set-up, the recruitment and interviewing procedures and how the questionnaire should be administered. Personal briefing provided by supervisor/field manager.
5. Mock interviews among interviewers to ensure that they have achieved a thorough understanding of how the questionnaire should be administered. Mock Interviews with real respondents, which are then eliminated from the sample.
6. Supervisor is responsible for training & supervising the interviewers, as well as monitoring the progress and quality of project.
7. All interviewers conduct pilot interviews to practice foe real interviews. Pre-testing of the questionnaire by conducting 10 pilot interviews, this will then be eliminated from the sample. This is to ensure that the questionnaire, its overall structure and the formulation and wording of the individual questions, work well in the local social and cultural environment.
8. On a first assignment, each interviewer is accompanied by one of the fieldwork supervisor.
9. As per (PMF)’ standard quality assurance system a portion of each interviewer work is selected for checking. These quality checks are conducted to ensure that:
a. Interviews were carried out with properly selected respondents.
b. Interviews were conducted in accordance with the projects instructions.
c. Show cards and other materials to be shown to respondents were used correctly (face-to-face interviews).
d. A number of questions, normally questions of fact rather than opinion, are re-asked to establish consistency of response.
10. In instances where a particular interviewer’s selection of respondents or quality interviewing appears dubious, all of that interviewers work is examined. If it is established that the interviewers work is poor, his/her entire assignment is rejected and replaced.
11. We control the sample quota on daily basis in order to ensure that the numbers of interviews decided at the project design stage are completed successfully.
12. On a standard basis 30% of all our fieldwork is back-checked of which 20% is done through telephones and 10% are done through personal visits or accompanied checks by the project supervisor. A large proportion of interviews are back checked for new interviewers to ensure adherence to quality standards. Accompaniments/back-checks done by:
a. Supervisor
b. Field Manager
c. At least 10% per interviewers, 30%of the sample
d.15% of each interviewers work will be checked onsite by a supervisor
13. A consistency & logic check is carried out on all the questionnaires to ensure that the questionnaires had been administered correctly.
14. After ensuring that the fieldwork is error free the data is punched into the computers. At this stage we ensure quality assurance by two methods:
a. Validation checks-our punching program contains logical checks.
b.10% of the punched questionnaires are randomly checked for possible punching errors. If any error is spotted, a much larger proportion of questionnaires are than checked.
15. After the date is processed, the analyzing researcher conducts certain logic checks to ensure that there are no processing errors. For example, if 75% of the population have use brand x in the past 1 week, then it would be wrong if 50% of the population are aware of that brand.
16. Processing is done using quantum which is the industry standard.
Appendix 2: Credentails of key personal
Curriculum Vitae of Key Staff at PMF in Egypt
Research Department
Mohamed Hussein: Research Director
Mohamed has worked with a multitude of organizations. He has handled various in the field of marketing, market research, direct marketing, outdoor promotion and training & development for different organizations
He has obtained professional exposure through working with leading consumer products manufacturers, marketing consultants and research agencies in India, of which working with Unilever as head of cmi was his last assignment.
Sami Saleh: Research Manager
Sami has acquired over 6 years of proven expertise in marketing research, business development and client servicing. Prior to working with PMF, Sami has served for various reputed agencies in U.K.
In quantitative and qualitative research his experience spans over a variety of researches, such as brand trackers, media research, customer satisfaction, usage & attitude studies, blend test study, product tests, concept tests etc.
Amal Gamaleldin: Research Executive
Amal has worked on research and client side for more than 6 years now. During her career, she has had the opportunity to work on both qualitative and quantitative researches.
Field Department
Amr Farouk: Field Manager
Amr has spent More than 15 years in market research and has worked for several companies. He has good experience of moderation and retail audits.
He has worked for GM, Nokia, Cemex, Pepsi, Ahram Beverages, Ministry of Tourism, P&G, Mobinil, Citibank , Toyota , Mercedice, & eutelasat .
Mustafa Rabie: Field Manager
Mustafa has acquired 12 years of experience in market research. Prior to start with PMF he has served for various multinational market research companies. He has several national and multinational clients includes Egyptian Television and Toyota Egypt, Henkel, Unilever, Cemex, and British American To***co
Ahmed Abdel Fattah : Assistant Field Manager
Ahmed spent 8 years in market research industry and has worked on a variety of assignments including ad pre tests, post tests, concept tests, U&AS, product tests. Ahmed is a part of the quality control team which monitors and controls the quality on both qualitative assignments.
Ghada Mohsen: Assistant Field Manager
Ghada spent 8 years in market research industry and has worked on a variety of assignments including ad pre tests, post tests, concept tests, U&AS, product tests. Ghada is a part of the quality control team which monitors and controls the quality on both qualitative assignments.
Analysis Department
Ahmed Fathy: Data Processing Manager
He has experience of more than 9 years in handling data processing assignment. He has been a key member with PMF since last 2 years: has been instrumental for:
Processing the data and delivering the tables/data in the required format *
*Writing validation programs in quantum to clean the data & checking the validated data
*Writing tabulation programs & generating tables, as well as writing conversion programs
*Doing special analysis using SPSS, Quanvert and other analytical tools
*Coordinating with coding/punching dept. and field dept. in order to complete the job in the scheduled time.
