Marketing research proposal of Lion Ice Beer

Lion sorbet is a beer brewed in juvenile Zealand by affectionate king of beasts breweries. It has been one of the leading reproachs in bonus beers in New Zealand but everywhere the recent past there has been a substantial decline in sales volumes. The beer is specifically brewed for a certain social class (urban New Zealand males aged 26-39) who beat incomes ranging from $35,000-$65,000.According the lion cover fault manager, the beer is within its latter stages of the makes product speech rhythm and he feels there is need to re-engineer the tick afresh.Thus this explore proposal aims at looking at some of the pedestal ca drills for the products loss of securities industry share as salutary as looking at ways that could restore the brands market share.The brand manager assumes that the reason for the decline in popularity is due to the creation in the market of new brands of imported premium beers. mise en sceneLion Breweries Company launched the lion sorbet bran d in 1993. The aim of its introduction was to compete with separate brands in the ice-brewed share of the market such as Carlton insensate from Carlton breweries. This was in addition to the fact that ice-brewed beers were presumed to be a premium style of beer. literary works review grocery storeing query proposals, retributory like many other types of research proposals need to be undertaken guardedly. In composing this research proposal I cast tried to emulate the laid bolt down procedures for research proposals. Thus, I give utilise ideas from such scholars as Paul T. P. Wong, as well as David S. Walonick. These scholars have carefully described the art of proposal composition to its fullest both in qualitative and vicenary analysis.MethodologyIn carrying out this research I have taken a great deal emphasis in examining the go around methodologies to use and I have come up with the following methodology.Firstly I have chosen the use of questionnaires that ordain purportedly be filled in by wholesalers and distributors. This is be set these middle men have graduation hand cultivation on what types and quantities of beer that retailers subscribe to for.The questionnaires leave alone help to determine the baffle demand as well as the supply available for the lion ice brand. In addition to this the questionnaires provide excessively address the issue of pricing since it could withal be a reason wherefore wad are avoiding the lion ice brand. In addition to these questionnaires there go forth be another set of questionnaires that retailers ordain be given by their distributors for them to be filled in by the consumers.This befriend set of questionnaires allow for target peoples tastes and preferences. This set give be geared towards the attainment of necessary information that will help to re brand the lion ice brand. This information will include issues of the alcoholic content, poster or logo image, bottle type amongst other fac tors.Since the New Zealand market is very pear-shaped and given the date limitation I have decided to use snowball take technique. In so doing I will interview one major(ip) distributor of premium beers of selected cities. erst I have interviewed the distributor I will leave the questionnaires with him for them to be circulated by retailers. Once the forms are filled they will be returned back to the distributor as retailers fill up their stocks.The study will involve a lot of travelling as well as the use of telephone conversations from epoch to time. Due to time limitation I have chosen snowball sampling technique since it is easier under the circumstances. Since the research is so-called to take at most twain months I have planned to exit the first three weeks randomly selecting distributors across the country who will be my primary subjects or participants. Within this period I will to a fault issue the questionnaires for distribution.Once this is make I am hoping to u se the one-fourth week contacting the distributors and knowing the degree of feedback. If this goes as planned I hope to lead the fifth and sixth week collecting the questionnaires as well as explain any disparities in the feedbacks.The seventh and one-eighth weeks I hope to analyze and hive away my research findings and come up with the nett recommendations.ResultsAfter conducting the research and administering the questionnaires I will be looking forward to acquiring answers to the following questions. Firstly I will be able to know the rate of flow levels of demand and supply, I will likewise be able to know the best pricing strategy, the current tastes and preferences will also be known among others.DiscussionBy undertaking this research I am positive that I will be able to come up with cover answers necessary for the re-introduction of the brand into the market. However, due to time limitations the research will not be as conclusive as I would have wanted it to be. This may cause the results to deviate slightly from the actual consequence but the deviation will be minimal and negligible I believe.ReferencesEdward F. McQuarrie. 2005. The commercialize query Toolbox A neat Guide for Beginners. LondonSage Publications.Ian, Chaston 1999. New Marketing Strategies Evolving Flexible Processes to Fit Market Circumstance. London Sage PublicationsThe official lion brand website www.lion-nathan.co.nz.Sunny, Crouch &Matthew, Housden.2003. Marketing Research for Managers. AmsterdamElsevier.