To: Willy Wilson
XYZ
Confectionery Manufacturers
From: ABC
Marketing Consulting firm
Chicago
18th March 2020
Dear Mr. Wilson,
We are a business consultancy, helping businesses across the United States to perform better. XYZ has high potential premium products and we think your new product A-Chocolate is one of them. The sub-optimal market share and lower reach in the market are keeping a check on its performance. We would like to offer our market research and consultancy services to XYZ and have prepared a proposal for your company. We are confident that we are offering you the best price in town. If you sign a contract with us within the next two weeks, we might be able to offer you an extra 15% discount on the total cost.
Regards,
Mezzo Mayer
A-Chocolate Sales Proposal
Introduction
XYZ is a consultancy founded in 2010. We help our clients unravel new horizons of growth. We are a group of energetic and creative doers and thinkers. We believe that knowing your client is the most important thing to make a business successful. We aim to provide clarity on real business issues through market research, including tracking, analyzing retail-promotional activities and consultancy. These, in turn, can help your company increase revenue, sales and brand recognition.
Services
We provide the following services
- Surveys
- Brand awareness and perception study
- Focus groups
- Website performance analysis
- Product testing
- Promotional effectiveness
- Business consultancy
Problem Statement
As your company recently launched a new product A-Chocolate and the company records show that this product is not getting very positive feedback from the masses. People living in the states, especially youngsters, are very keen on trying new and adventurous flavors, but this particular new product was not received as expected by your company. One of the reasons is that the marketing strategy was not effective. We would like to carry out a thorough research on this product launch and reception.
Objective
The main objective of our study will be to identify the factors affecting the sales of A-Chocolate. Also, we would like to include the following in our research so your company can have a better understating of the whole market situation:
- Upcoming trends in Chocolate flavors
- Consumer purchase intentions
- Favorite flavors of different age groups
- Factors influencing taste buds
- Best ways to establish A-Chocolate as the new hyped chocolate: for this, we will use qualitative research methods.
Research Design
Phase 1 (Primary)
Pilot Surveys
At first, we will conduct a pilot survey to get an idea of whether all the participants can follow instructions and can understand what we are trying to ask them.
Focus Groups
We will conduct a focus group involving 12 people in each of the four states. Their ages will be 10-40 years. We will get to know what people are actually thinking about the product when they will have discussions among themselves and throw ideas at each other.
Online Surveys
We will run an online survey using Social Media Networks, such as Twitter, Facebook, and Tumblr. This is an effective and efficient way to send the survey to large numbers of clients and users. The main advantage is that we can be in direct contact with the target respondents.
Phase 2 (Secondary)
Descriptive Research
Next, we will conclude our research in a structured form with all the factual and detail information about A-Chocolate.
Sampling
Target population
Our target population is about 3 million people living in these four states, California, Ohio, Texas and New York.
Sampling unit
Both female and male across 2 age groups:
- 10-18 years
- 18-40 years
Size
For each of the focus groups, 20 people will be included in the discussion. There will be a total of 3 discussions in the following regions:
- California
Location: UF Housing and Residence Education, CA School
- Ohio
Location: Ohio Banquet Hall, Ohio High School
- Texas
Location: Texas University Hall, ABC School
- New York
Location: New York Banquet Hall, NY School
For the Pilot survey, a sample of 20 people, each from the four states will be used.
For descriptive research, we will survey sample size of 1000 across all major cities of the United States.
Procedure
We will use Judgment Sampling.
We will conduct personal interviews through questionnaires and focus group discussions will be done.
Analyze Data
Our final analysis will be based on our conducted research. The main aspects covered will be
- Did they already know the product? If yes, then how did they find out about A-Chocolate?
- What number of people like trying new flavors and why?
- What percentage of people like dark chocolate and milk chocolate?
- Purchase intent from both groups of participants.
Timeline
| Weeks | Category | Details |
| 1-2 | Training | Briefing sessions, questionnaire designs, recruitment of participants |
| 2-3 | Data Collection | Primary and secondary methodologies including focus groups and Surveys. |
| 2-3 | Transition | Processing information into visual forms/Reports |
| 3 | Analysis | Analyzing the data.
Making recommendations. |
| 1 | Presentation | Submitting the reports and conducting face-to-face sessions/workshops |
| 1 | Implementation | Implementing the report findings and executing them in the market |
Cost
Following are the details of the cost:
| Names | Cost/ Month |
| Research Analyst | $2,000 |
| Survey Analyst | $3,000 |
| Telecommunication Fee | $500 |
| Administration Fee | $1,500 |
| Overheads | $500 |
| Total | $7,500 |
| Discounted price (15%) | $6,375 |
Terms and Conditions
- ABC agrees that all the information provided will be held in strict confidence. Only information subject to the Freedom of Information and Privacy Act may be disclosed.
- Upon signing the proposal, 50% of the total payment shall be made immediately.
- The remaining payment shall be made upon delivery of the reports and recommendations.
Contact us
You can contact us in any of the following ways:
ABC
Phone: 014-116611
E-mail: [Email]
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