2. Company Name – Sean Loughran Natural Seaweed
Extract
Product – Homemade seaweed spray made from
harvested seaweed and seawater. It is a 100% natural
product.
Properties - Relieves pain and inflammation of
whiplash, joint stiffness, muscle stress, back, feet, skin
disorders, open wounds and scar tissue.
Target Market – Sports Injuries, Males and Females
aged between 18 and 35 who take part in physical
activity.
3. Overall objective - To examine peoples attitudes to
the use of Seaweed Extract Gel, focusing on Sports
Injuries as the target market.
This has been broken into the following sub-objectives:
1. To examine how the product is used and to examine the
size of the market.
2. To identify customer attitudes to Seaweed Extract Gel
and competing brands.
3. To determine a promotional platform that can be used to
launch Seaweed Extract Gel.
4. Purpose – The information we aim to acquire at this stage
is;
1. How much seaweed was used and for what purpose
was it used for in the last number of years.
2. To generate a list of brand names of companies who
supply gels and creams for the sports injuries
market.
3. We also wish to gather information on certain
aspects of these competitors including price they
charge, promotion techniques, bottle size, bottle
shape, and other relevant information which may
benefit our research.
5. Procedure - The search for information will consist of
both internal and external research.
Internal - The search will begin internally with Sean
Loughran, we would ask that he allow us to consult
personnel who may have access to records. We intend to
have three meetings with these personnel.
External - We will inspect published research for any
indications of seaweed use. We intend to create a portfolio
of advertising and promotional materials used by
competitors.
6. Purpose - Focused research will be used to explore and understand the
attitudes of potential customers towards the new brand.
The qualitative phase will probe the following:
1. The kinds of remedies/medications that people are using currently.
2. Awareness levels of people towards alternative pain relief remedies.
3. Which groups of people are most likely to make use of the Natural
Seaweed Extract product?
4. The quantities they are likely to buy.
5. How much they would be willing to pay for the product?
6. What people think of the current brand name “Natural Seaweed
Extract Gel”?
7. What other brand name they would prefer to be used?
8. Would they prefer the brand name in ‘English’ or ‘Irish’
9. How and where remedies/medications for pain relief are stored in the
home?
7. Procedure – At this stage we will conduct three focus
groups with people from our target market.
We will need to introduce the product and because we have
the opportunity to do so, we intend to describe and show
the product along with competing brands products.
We intend on focusing on the packaging, smell and brand
name of the product in our focus group and get the
opinions of the three groups.
8. For the focus groups we purpose to have three groups
consisting of;
1. Sports Trainers/Coach's
2. Health and Leisure students from I.T Tralee
3. Sports players from clubs across the county
These will include:
Light users and heavy users of pain relief
remedies/medications.
A mix of Males and Females.
9. Purpose - At this stage we aim to quantify the
following;
1. The remedies that are already kept by people.
2. Brand name awareness among people.
• By establishing this data, we will know what type of
people buy and use remedies/medications for pain relief,
including the prices they are prepared to pay.
10. Procedure – A questionnaire will be drawn up and issued to members
of our target market including sports clubs from around the county, I.T
Tralee sports teams and health and leisure students at the college.
The questionnaire will probe the following:
1. How and where remedies/medications for pain relief are stored in
the home?
2. The kinds of remedies/medications that people are using currently.
3. Awareness levels of people towards alternative pain relief remedies.
4. Which groups of people are most likely to make use of the Natural
Seaweed Extract?
5. The quantities they are likely to buy.
6. How much they would be willing to pay for the product?
7. What people think of the current brand name “Natural Seaweed
Extract Gel”?
8. What other brand name they would prefer to be used?
11. For the Questionnaire we intend on focusing on
members of our target market which is 18 to 35 year
old males and females who take part in physical
activity.
We intend on using an online survey which is to be
sent to sports clubs around which is to be filled out by
both players and officials.
