Marketing research report n2 PDF

Preview

Summary

Assignment ...

Description

Client: Procter & Gamble Problem: In the lattes years P&G has been facing a decrease in sales, shares of the maker of Tide detergent and Pampers diapers are down more than 20 percent in 2018 after yet another underwhelming quarter reported [ CITATION Fis17 \l 4105 ]. The company is fighting to retain its market share, and trying to find a solution [ CITATION The17 \l 4105 ] with the millennials problem because they simply does not like the company, millennials had been one of the big challenges to P&G because they are rebel hard against old brands. They want the new, not the old. [ CITATION Fis17 \l 4105 ]

Figure 1.1: population of consumers of P&G, 35% of consumers are the developing population (millennials) and 65% is the developed population (baby boomers specially) [CITATION sta1 \l 4105 ]

Figure 1.2 representation of population of millennials and baby boomers in United States in 2011 and the expected in 2030 [CITATION sta \l 4105 ] According to the figure 1.1 and 1.2, the consumers of the brand is small, most of the buyers are old generations, and the quantity of the buyer is going to start to decline very soon, so is crucial to approach this population.

The type of research recommended for the company is causal, due to this type of research will permit to the company to explain the cause and effect of introduce new strategies to reach the millennials loyalty, the specific type could be experimental, where the purpose of the study will be to study the effect of the introduction of new categories inside of the P&G family, categories that will be more focus to organic and natural products, more conscious about the health and the environment, and study the reaction of the millennials to this kind of products.

Focus groups or online survives: the recommendation will be use focus groups, even though millennials love internet and social media, is easy that they get distracted during an online survey, so to have a better understanding of the possible solution with the introduction of new categories, is necessary to have focus groups.

Target: the target market will be millennials (people who was born between 1981 and 1996) -Age: 21-37 years old - Gender: feminine, masculine and undefined - Income: low to medium (most of them are still studding) -Education: high school- college - Demography: United States The target chosen would be the millennials living in United States because they are the principal economy key to P&G for the next years, so understand to them is the principal objective, the education will be since high school until degrees in college

References: Fisher, K. (2017, octuber 1). USA TODAY. Retrieved from usatoday.com: https://www.usatoday.com/story/money/columnist/2017/10/01/hey-procter-gamble-yourelagging-and-you-can-blame-or-listen-to-millennials/713308001/ Fox business. (2018, august 23). foxbusiness.com. Retrieved from https://www.foxbusiness.com/retail/procter-gambles-big-millennial-push statista. (2011). The statistic portal. Retrieved september 26, 2018, from statista: https://www.statista.com/statistics/281697/us-population-by-generation/ statista. (2018). the statistics portal. Retrieved from statista: https://www.statista.com/topics/1780/usmillennials-shopping-behavior/

The New York Times. (2017, oct 10). The new York Times business . Retrieved from nytimesbusiness: https://www.nytimes.com/2017/10/10/business/procter-gamble-staves-off-peltzs-campaign-towin-board-seat.html...