Toothpaste Marketing Research Proposal free essay sample

A situational analysis of toothpaste industry Introduction: At present, several well-known brands in the domestic toothpaste manufacturers become increasingly competitive, such as Braun Oral-B, Colgate, Darlie and so on. Different toothpaste brand have their own different market strategy, for examples, there are products for different ages whereas some target the purchasing power of consumers for different products, and there are products for different regions and different physiological functions necessary for the product. Consumers have different characteristics and are used to using a wide range of brands. So focusing on this phenomenon, we launch an investigation of the consumption toothpaste. Background: As the rapid development of modern economy and the increasing incomes, the living standard is greatly improved. Therefore the demands of variety of daily necessities have begun to raise strictly. Essential household item, toothpaste, is one of the majority shares in the global market, and its product lines have still been extended in the market nowadays. We will write a custom essay sample on Toothpaste Marketing Research Proposal or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Also, the market segmentation is increased evidently. People’s demand for oral hygiene products are constantly upgraded, in addition to basic oral hygiene, oral hygiene has also become a beauty regime essential. Based on data we found, the sales of toothpaste by type from 2006-2010, standard/ traditional toothpaste is the majority which almost occupy the half of the total toothpaste sales in the market, but its percentage drops every year. Oppositely, for the other types of toothpaste such as sensitive, whitening and complete care toothpaste, their percentages keep increasing gradually from 2006-2010. Purpose: The general purpose of the study is to understand the reputation and sales situation of various toothpaste brands in the market, and which type and brand is the most popular in consumers’ mind. Also, we hope to enhance the brand image as a quality basis by collecting consumers’ opinions and suggestions for such toothpaste products 1. To research if the brand toothpastes on the market can meet consumer expectation and demand. 2. To find out which function of toothpaste is the first choice when the consumer decided to purchase. 3. To analysis the strategies and the segmentation of different toothpaste brands, awareness the target consumer and to build their positioning. Methodology: 1. Exploratory Research It is necessitated which is conducted to clarify ambiguous situation or discover ideas that may be potential business opportunities. We will only use two instruments which are literature research and pilot study, to identify our competitors and the important attributes. 1. 1 Secondary Data – It is a data that have been previously collected for some purpose other than the one at hand. They usually are historical and already assembled. It is essential in instances for us to get the information of the market industry of toothpaste because we can discuss how it was generated with the people responsible so that it can help us to generate fairly good ideas of the validity of the data and conduct a literature review on toothpaste industry to observe and analysis the trends of industry volume and brand share. 1. 2 Pilot Study- It is a small experiment designed to test logistics and gather information prior to a larger study in order to improve the latter’s quality and efficiency. It can reveal deficiencies in the design of a proposed experiment or procedure and these can then be addressed before time and resources are expended on large scale studies. To help focusing on the main areas of the research and avoid any irrelevant information involved. Also, it can make the questionnaire and data more precise. 2. Descriptive Research It is required which is to describe the characteristics of objects, people, groups, organisation, or environment. It tries to â€Å"paint a picture† of a given situation. 2. Sampling Sample can be defined as a subset, or some part, of a larger population, from which population characteristics are estimated. In a field survey, a small, well trained, closely supervised group may do a more careful and accurate job collecting information than a large group of non professional interviewers who try to contact everyone. A survey of approximately 450 individuals located in several districts throughout Kowloon, the New Territories and t he Hong Kong Island. The sample will be selected by probability basis from the supermarket shoppers in HK.