A case study demonstrating the value of added-value research.

1. Neil Foley BA (Hons) MCLIP Phone/Fax: 0151 931 1218
Information Consultant E-mail: neilfoley@infoley.co.uk
Web: www.infoley.co.uk
Making
Research Value-added
Information
Sources
Productive
A Coconut for All Reasons
The following is a fictional case study showing how INFOley: Information can provide research in
support of PR.
Remit for ZigaZag PR Limited
New beverage brands are ever-more rapidly appearing on supermarket shelves, vying for customers’
attention, and CCC Drinks Ltd. has invited ZigaZag PR Ltd. to present a pitch, with a view to raising
the profile of their coconut juice drink.
Much of the competition has obtained coverage in the conventional arena of lifestyle magazines.
Whilst CCC Drinks Ltd. recognizes that this sector is relevant for their product, they are keen to dis-
tinguish themselves in the marketplace, beyond the conventional.
CCC Drinks plan, initially, to limit activity to the North West and North East of England.
However, it is intended to roll-out the product nationwide and therefore the remit is to devise a plan
that would not only attract attention but also maintain interest for a six-month period nationally.
CCC Drinks Ltd. is a relatively small company and, to date, has kept PR in-house, without PR ex-
pertise. Resultantly, PR mistakes have been made.
Remit for INFOley:Information - by ZigaZag PR Ltd
Following discussion with ZigaZag PR Ltd., INFOley:Information has identified and supplied the
following information:
 Industry Overview: Key market segments - Energy, Sports, Health & Nutritional Drinks, in-
cluding contrasts with bottled water and smoothie market. Background and current status.
 Competition: Profiles of companies that are in the marketplace, limited to those of comparable
size of CCC Drinks, and those that have sales £500,000 per year more than CCC Drinks, tak-
ing into account the projected sales of their coconut juice drink.
 Demographics of Potential Buyers: Addressing the relative saturation of the key market and
identifying new demographics.
 Marketing: Marketing strategies used by companies in the marketplace, focusing on packag-
ing in different formats and different countries’ approaches – fresh, frozen, concentrated, cans,
jars, cartons and “green” (environmentally-friendly) etc.
 Suitable alternative sectors in which to obtain coverage.
Aligning information with organisational objectives

2. Outcomes
Information drawn from a wide range of sources including journals, beverage industry reports and newsletters and
trade associations provided an assessment of the market, informing the development of ZigaZag PR’s strategy.
ZigaZag applied the information supplied as follows:
Past Mistakes
Assessment of local / regional newspapers’ reporting of past regional campaigns by CCC Drinks informed the devel-
opment of a strategy for the future development of the company.
Demographics
Summarised reports identifying various ethnic groups as one of the new demographics, suggested the targeting of
specific lifestyle publications.
Suitable Publications
The coconut is known as The Tree of Life - because all its parts have uses. Making lateral connections, the multiple
uses of coconut make it amenable to featuring in a diverse range of publications.
Padding material for furniture seats and ornamental plants. Also, dried coconut shells can be used in handicrafts like
home decorations, musical instruments, piggy banks and cups (Lifestyle magazines)
Insulation materials and other industrial applications (Various trade publications)
Ingredient for Bio-fuels (“green” / global-warming agenda)
The spine of coconut leaves are usually used as firewood for cooking while leaves are stripped and turned into native
brooms. (Nature-orientated)
The coconut industry is one of the key industries in the Philippines (Travel)
Maintaining Momentum
Collectively, the research provided the basis for customer collateral. Using angles from the research, ZigaZag PR
Ltd. devised a series of follow-up hooks to maintain campaign momentum over six months, including:
 Opinion pieces
 Web site/blog
 Seasonal recipes featuring coconut juice
NOTES:
CCC Drinks Ltd. and ZigaZag PR Ltd are fictional and as at 30 April 2007 did not exist in Companies House
records.
This case study is not a comprehensive assessment of the fruit juice market. However it provides an indication of the
research that INFOley: Information can deliver. Details of all sources used would be available to clients. Also, for
any given client, a list of relevant commercial reports would be provided that are available for purchase.
Copyright © INFOley: Information 2007. All rights reserved.
Aligning information with organisational objectives