By Rita HenryDeirdre DoodyNeil O’SullivanTristan Roche
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.
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.
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.
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.
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?
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.
For the focus groups we purpose to have three groups consisting of; 1. Sports Trainers/Coachs 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.
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.
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?
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.