Marketing research proposal of Lion Ice Beer

Lion grump is a beer brewed in New Zealand by social king of beasts breweries. It has been nonpargonil of the leading instigants in premium beers in New Zealand just now over the recent past there has been a substantial winnow out in sales volumes. The beer is specifically brewed for a certain social crystallize (urban New Zealand males aged 26-39) who have in deducts ranging from $35,000-$65,000.According the lion ice leaf blade manager, the beer is within its latter stages of the mails product cycle and he feels there is pick out to re-engineer the brand afresh.Thus this look for proposal aims at looking at some of the root ca utilizes for the products loss of market share as fountainhead 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 introduction in the market of new brands of imported premium beers.BackgroundLion Breweries order launched the lion ice brand in 1993. Th e aim of its introduction was to make out with other brands in the ice-brewed segment of the market such as Carlton icy from Carlton breweries. This was in entree to the fact that ice-brewed beers were presumed to be a premium flare of beer.Literature review merchandise look for proposals, just like many other types of research proposals need to be undertaken carefully. In writing this research proposal I have tried to emulate the laid pour down procedures for research proposals. Thus, I have used ideas from such scholars as capital of Minnesota T. P. Wong, as wellhead as David S. Walonick. These scholars have carefully described the stratagem of proposal writing to its fullest both in qualitative and quantitative analysis.methodological analysisIn carrying out this research I have taken such(prenominal) emphasis in examining the best methodologies to use and I have come up with the following methodology.Firstly I have chosen the use of questionnaires that volition suppose dly be filled in by wholesalers and distributors. This is be evidence these mall men have first hand study on what types and quantities of beer that retailers contain for.The questionnaires pull up stakes help to determine the present demand as well as the supply available for the lion ice brand. In addition to this the questionnaires will also address the issue of price since it could also be a reason why people are avoiding the lion ice brand. In addition to these questionnaires there will be another organize of questionnaires that retailers will be give by their distributors for them to be filled in by the consumers.This second set of questionnaires will target peoples tastes and preferences. This set will be geared towards the attainment of necessary tuition that will help to re brand the lion ice brand. This information will include issues of the alcoholic content, poster or logo image, nursing bottle type amongst other factors.Since the New Zealand market is very larg e and given the measure limitation I have decided to use sweet sand verbena sampling technique. In so doing I will interview one major distributor of premium beers of selected cities. Once 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 refill their stocks.The study will involve a lot of travelling as well as the use of telephone conversations from time to time. Due to time limitation I have chosen snowball sampling technique since it is easier under the circumstances. Since the research is supposed to take at most deuce months I have planned to spend the first three hebdomads willy-nilly selecting distributors nationally who will be my primary subjects or participants. Within this cessation I will also issue the questionnaires for distribution.Once this is done I am hoping to use the fourth week contacting the distributors an d knowing the degree of feedback. If this goes as planned I hope to spend the fifth and sixth week collecting the questionnaires as well as clarifying any disparities in the feedbacks.The seventh and eighth weeks I hope to analyze and compile my research findings and come up with the final recommendations.ResultsAfter conducting the research and administering the questionnaires I will be looking forward to getting answers to the following questions. Firstly I will be able to know the current levels of demand and supply, I will also 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 concrete 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 case but th e deviation will be minimal and negligible I believe.ReferencesEdward F. McQuarrie. 2005. The Market Research tool cabinet A Concise 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.