Case Study – Grey Advertising Canada Dry Account Essay Sample

For the first phase of research in depth interviews were employees to bring forth the thoughts. waies and inquiry diction is to be used in the 2nd phase of the research. These interviews could last for up to two or three hours. We feel to obtain or bring forth better thoughts ; waies and inquiry diction for the 2nd stage a focal point group to analyze would hold yielded the better consequences. The chief jobs with in deepness interviews are citation Markss the informations obtained are hard to analyse and construe. and the services of accomplishments psychologists are typically required. citation Markss and citation Markss Skills interviewer’s capable of carry oning depth interviews are expensive and hard to happen citation Markss ( Malhotra 2000 ) . But the clip exhausted roll uping informations for merely one interview was excessively long. and as a consequence respondents would hold been loath to take portion in this survey. The stuff required for this research is by and large of an explorative nature and so focus groups would hold been more suitable. By uniting groups of similar age and sex research worker “records the new issues that are axial rotations and be able to sections of the positions more efficaciously into more specific groups. Besides focal point groups would hold greatly reduced the information aggregation clip and costs.

The in depth interviews were carried out with work forces. adult females and adolescents in the metropolitan New York country. We believe that it could be argued that this was non an accurate representation of the full population. We feel that before the research was conducted information on ABC1’s. C2’s and DE should hold been collected in order to measure whether the information collected was easy movable to the general population.

Second phase research. study

The sample size of 1. 970 was we believe a sufficient figure to supply consequences which could be transferred to the entire population. The method in which they carried out the research. in place interviews. was the best pick available to them. However. the inclusion of adolescents in some of the survey may hold distorted the consequences ; while it was appropriate to inquiry adolescents about their ingestion of soft drinks it was non appropriate to oppugn them about their use of sociables. Adolescents paging from thirteen-eighteen old ages would hold had no experience of devouring liquors with the assistance of a sociable.

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Research design

Research was conducted utilizing a six point graduated table runing from. ‘extremely desirable’ to ‘not at all desirable’ . there appears to be an absence of a cardinal point on this graduated table and so the consequences could hold been distorted. Possibly consequences would hold been better if a semantic differential graduated table had been use alternatively of the likart graduated table. The basic phrase list which comprised of 125 phrases was inordinate and respondents should non hold been expected to measure all of these. The demographics inquiry asked about income and instruction. in this instance respondents may felt uncomfortable unwraping such information particularly as it was a personal interview. The perceptual experience of the respondents appeared to be measured by an alternate method other than that of the traditional multiple dimension graduated table theoretical account ( MDS ) . This in our position can be seen as a failing as MDS would hold yielded better consequences. The measuring of attitudes was besides conducted in a similar mode to that of perceptual experience. Research would hold generated more accurate consequences had used a multi point step such as the drawn-out Fishbein theoretical account.

Evaluation of their analysis.

They used a factor analysis in order to cut the figure of phrases from 125 to 22. This was an effectual technique to utilize.

Cross-tabulation was besides an equal signifier of analysis. However. if they had questioned such variables as monetary value. location. so the consequences would hold been more conclusive.

Merchandise accent

One of the chief determinations they identified was the comparative potency for each bing Canada dry trade name. However. they failed to look at how Canada prohibitionist should place its trade names relative to competitors’ merchandises ( trade names ) .

Positioning and publicity

How should Canada dry ginger ale be positioned. as a soft drink or as a sociable? Can ginger ale compete against other trade names of drinks in the soft drink and sociable classs? Should sociables be promoted independently or within the same model as ginger ale? Rather than inquiry where. when and how they should advance. the research was conducted to indicate the manner frontward in the new telecasting run. We feel positioning was carried out in an equal mode. They recognize that ginger ale had the possible to be positioned as either a soft drink or as a sociable.

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Target market

They recognised that each trade name they offered would hold a specific mark market with different elements to it and each mark market would hold to be given attending.

Buying inducement

What should be used in advertisement to appeal to the mark market? They recognized the demand to offer different sections assorted purchasing inducements that would appeal to their peculiar demands. This was a sensible determination to do.

Ad feeling

What feeling and spirit should publicize strive for? Once once more. instead than concentrating on where. when and how they should publicize. the research was conducted to indicate the manner frontward in the telecasting run.

Monetary value

They did non set out to analyze what monetary value consumers were willing to pay for Canada dry merchandises. Research into this country been used to could hold assisted Canada prohibitionist pricing scheme. It was a major failure of this research non to look into the country of pricing a competitory pricing scheme could easy needs to a competitory advantage.

Alternate research methodological analysis

Alternatively of utilizing in depth interviews we believe that by utilizing focal point groups a batch of clip and money could be saved while bettering the quality of the informations obtained. Consumers can be separated into more touchable and accurate consumer groups for the research. They’re would be about six people per focal point group. As people’s attitudes to alcohol. soft drinks and sociables differ between ages. we believe that the groups should be split into the undermentioned age groups thirteen-and 18. Nineteen-thirty. 30 asset. Males and females will be separated and placed in same sex groups. The groups would besides be separated into societal categories for illustration ABC1’s. The C2’s. DE and F. The societal categories will we found through the individuals business. The Research objectives for these Focus groups are:

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*To find the properties that consumers consider when measuring sociables and soft drinks when doing buying determinations.

*To find the influences on consumers when buying sociables and soft drinks.

*To determine beginnings of information consulted by consumers when buying sociables and soft drinks.

*The top five trade names in both the soft drinks and mixer country.

*To find the mercantile establishments that consumers purchase soft drinks and sociables from.

*To find the usage occasions for soft drinks and sociables.

*To find the types of publicities that are most effectual for soft drinks and sociables.

*To determine consumers’ degree of engagement when buying soft drinks and sociable merchandises

*To find the life style forms and psychographics of consumers

*To find how the likely consumers are departures Canada dry merchandises.

Analysis of Focus groups

Analysis will be conducted utilizing transcript analysis the consequences will be used to shave our questionnaire e. g. attributes. influences etc.


A representative sample of 2. 000 people should be undertaken following the analysis of the focal point groups that questionnaire should be developed integrating the undermentioned aims. The studies once more would be in place interviews as we feel this is by far the best method of obtaining the information required. Men. adult females and adolescents should be interviewed.

Survey aims

*To find how Canada dry merchandises are perceived in consumers heads relative to the top three trade names of sociables and the top three trade names of soft drinks.

*To determine consumers’ attitudes to Canada prohibitionist and competitors’ merchandises on the properties identified in the focal point groups.

*To study the demographics of consumers.

*To find the monetary value degrees that different consumers are willing to pay.

*To find the influences on consumers when buying soft drinks and sociables.

*To determine beginnings of information consulted & amp ; soft drinks and sociables.

*To determine rate of repetition purchase the soft drink and sociable markets.

*To determine consumers loyalty to bing trade names.