Marketing Research Proposal Healthy Foods Co. Assignment

Assignment 1: Marketing Research Proposal Healthy Foods Co. Assignment

The study will highlight the research on assignment sample the business operational plan and business strategies of the food, drinks company Healthy Foods Co. InnoResarch has taken the initiative to evaluate the market demand for yogurt, and yogurt drinks in the UK food market as well across the globe. The study will be providing detailed research on how Healthy Foods Co. company can operate its business in the UK’s healthy “yogurt and yogurt drinks market”. The study will also highlight how the company will penetrate new market segments with its new products to achieve its business aims and long-term goals.

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Research Background

The study generally aims to help the company Healthy Food Co. determine consumers’ interest in yogurt and yogurt drinks in the UK food market. The study developers will focus more on the interest level of young consumers who think that consuming yogurt drinks are old-fashioned and unhealthy (Katsikeaset al. 2019). The competitiveness and saturation point of interest in yogurt drinks among young consumers in the UK will also be evaluated in this study. The study will be evaluating how the company can motivate and ensure young consumers of their healthy, popular and stylish lifestyles with new product brands.

Aim and Objectives

Research Aim

The initial aim of this research is to successfully evaluate the marketing strategyand decision of Healthy Foods Co. in launching its new “healthy yogurt and yogurt drinks” brand for younger consumers.

Research Objectives

• To develop marketing strategies for the new “healthy yogurt and yogurt drinks” brand for younger consumers
• To evaluate the consumer demand yogurt and yogurt drinks in the UK and across the global food and drinks market.
• To identify the issues in launching new products in the UK food market
• To select the strategies that can mitigate the issues of launching new product brands in target marketing segments.

Rationale of the Research

The study highlights that the current issue in the UK food market is that young consumers think that consuming yogurt drinks are old-fashioned and unhealthy. Healthy Food Co. wants to mitigate this issue by introducing its new “healthy yogurt and yogurt drinks” brand for younger consumers. The company will ensure young consumers with a stylish and healthy lifestyle with its new product brand in the UK (Shaheinet al. 2022). The research budget that has been estimated for this study’s preliminary phase is about £5,000. The current issues that most food companies are facing during the launch of their new product brands include testing brands as assets, building digital marketing strategies, and creating new subcategories.

Significance of the Research

The study will evaluate the effective strategies that can mitigate the issues of new products' brand launches including maintaining brand relevance, and generating “breakthrough brand building”. The study will evaluate the necessity of launching the new “healthy yogurt and yogurt drinks” brand for younger consumers in the UK food market (Shaheinet al. 2022). The research on the rising interest of consumers in yogurt and yogurt drinks helps Healthy Foods Co. to understand and evaluate the market demand for yogurt products.

Research Questions

The following statements elaborate on the array of “relative questions” that this study aims to answer in the end.

• What are the marketing strategies for the new “healthy yogurt and yogurt drinks” brand for younger consumers?
• What is the present rate of consumer demand yogurt and yogurt drinks in the UK and across the global food and drinks market?
• What are the major issues in launching new products in the UK food market?
• What are the key strategies that can mitigate the issues of launching new product brands in target marketing segments?

Literature Review

Introduction

The literature review portion will discuss the strategies that Healthy Foods Co. will adopt to launch its new “healthy yogurt and yogurt drinks” brand in the UK food market in the upcoming year from March. The study will be evaluating the rising interest of consumers and customers' demands for healthy yogurt and yogurt drinks. The strategies that the company can adopt to mitigate the issues during launching its new brand in the UK food market will also be discussed in this section.

Marketing strategies for launching the new “healthy yogurt and yogurt drinks” brand

The strategy will very much powerful to grow a graph towards success. The company Healthy Food co. is the company that has to follow some strategies to grow its business in the UK food industry.

• Subscription box: Launching a new brand in the industry is hard to take place to grow because that industry has already had many brands (Katsikeaset al. 2019). At that point, in time, the new brand has to give the customers many demos, samples, or a monthly or weekly subscription to get attracted to the product.
• Sponsoring many events: Healthy food co. is a company that already had a name in the industry but to launch a new industry they have to sponsor many even by that new company brand, to become known by the people.
• Social media marketing: During this period, social media is more powerful than face-to-face marketing. Blogging, Youtube, Facebook, and online ads are very much helpful to grow or launch new brands.

Rising interest of consumers for yogurt and yogurt drinks in the UK

During covid-19 period the UK faces a huge pandemic situation, and after that, they are growing interest in dairy products. Before all dairy products, yogurt is the easiest to digest and also very available in the market. After the covid-19 period, the age group of 35 to 50 is consuming the highest rate of yogurt. After getting a good result from consuming yogurt they make yogurt on a priority list (Shaheinet al. 2022). Yogurt contained protein, and energy and also contains many minerals to get a good digestive system. It makes yogurt a good preferable product to the UK. Among the potential reason for dropping interest in yogurt, the British government's health department came to know that yogurt also contains sugar. Because yogurt is the ninth sector in the UK market so the companies who are selling the yogurt have to cut down the sugar content.

Impact of issues in launching a new product brand in the UK food market

Launching a new product brand in the UK is very difficult. The organization that wants to launch a product has to face many challenges. Firstly, the organization faces unprepared marketing consequences. After that, the company faced dealer challenges like dealers are not ready to give the product or manufacturers are not ready for the manufacturing process (Brown et al. 2020). The last and main issue in launching a food product is when the product is not aligned with the market demand. For example, if Healthy Food co. is manufacture yogurt contents with sugar is not demanded by the market so it became an issue.

Strategies to mitigate the issues during launching new product brand in the UK market

Overcoming these issues is needed a strategy, in which the organization has to resolve all issues. Focus on the benefits is the most basic thing to resolve any issues (Cooper, 2019). Being realistic is good for any kind of brand that the organization will launch. Being unique is the last and very important thing to do to mitigate the issue during the launching of a product or a brand.

Literature Gap

A literature gap has been identified in this study even after the entire literature review section of this marketing proposal has been conducted through resourceful journals and marketing reports of the UK food industry. Some portion has been left untouched as the information and data of this study have been collected from authentic websites, scholarly articles, and journals. The study recommends elaborative research on this topic to identify all issues in launching a new product’s brand in the UK food market. Primary quantitative research can be used for further research on this topic in the future.

Summary

Launching a product or a brand is based on what are the strategies the company applied to grab the industry. It is a very difficult challenge for Healthy Food co. to launch a new brand or a product. The company also remembers that before launching the brand or the product, they have to research the market and also its marketing strategy should be unique to grab the market.

Methodology

Introduction

The methodology portion of this study will be discussing several techniques and tools that have helped the study developers to conduct and complete the research. The study evaluated Healthy Food Co.’s marketing steady and product development and launching strategies for a new product brand in the UK food market. The study has been conducted through a positivist research philosophy, deductive research approach, secondary qualitative and quantitative research strategy, and descriptive research design.

Philosophy and Approach

The application of the “research philosophy” into this study will be done through the identification of the effective ways through which information on this topic can be analysed and gathered from authentic sources.

Figure 1: Types of research philosophy

(Source: Bergdahl et al. 2019)

The main purpose of the research philosophy is to provide the essence of the fact that is present in the topic. On the basis of this essence, the study developers will select the Positivism Philosophy to complete the study successfully (Suleimenovet al. 2018). This positivist philosophy generally revolves around the elaboration of something that has stability and can be observed and explained easily from the point-of-view of the project objectives.

Figure 2: Deductive research approach

(Source: Suleimenovet al. 2018)

The study developers will select a deductive approach through which they can apply all information and data reasoning gathered from knowledgeable facts. This type of research approach helps the study developers to analyze the data that has been collected from primary and secondary sources (Bergdahl et al. 2019). The applicable features of this “deductive approach” will allow the researcher to evaluate smoothly all the present knowledge when there is a “time constraint over the study”.

Research Design and Strategy

The study developers in order to maintain the transparency of the relative validity of the study will select a descriptive research design for explaining all research materials properly. The research design will help the study developers to analyse the current market trends and consumer demand or interest in new “healthy yogurt and yogurt drinks” product brand in the UK as well as across the globe (Doyle et al. 2020). Descriptive research will also allow the researchers to make a replication, comparative market analysis, and co-relation research based on the launching strategies of new product brands in the UK target market segments.

Figure 3: Methods of Descriptive Research Design

(Source: Doyle et al. 2020)

The study developers will use a “secondary qualitative and quantitative research strategy” to complete the research on this topic successfully within the given deadline. The revenant data and information for this research will be collected from authentic sources, journals, articles, and websites (Davidson et al. 2019). The study will be developed by maintaining the reliability and validity of all information collected through the secondary data collection process.

Data Collection and Analysis Method

The data and information based on the topic of launching new product brands in the UK food market will be collected through the secondary method of data collection. The information will also be gathered from authentic journals, governmental websites, articles, and books to understand the current marketing trends in the UK food market. The study developers to identify all issues in the UK food market and competitive market (Davidson et al. 2019) will use quantitative and qualitative data analysis methods. The strategies that can mitigate the issues in launching new products in the UK food markets that fulfil the young consumers’ demand will also be evaluated through this research technique.

Ethical Consideration

The study developers will collect all relevant data and information regarding the research topic by maintaining all ethics. The source of data collected will be cited and in texting properly by maintaining copyright norms. The information that is collected from primary sources will be kept confidential and secured to that the loss of data does not occur during the project's execution period.

Anticipated Timeline

Activities	Day 1- day 17	Day 18 to day 25	Day 26- day 37	Day 38- day 45	Day 46- day 60	Day 61- day 70	Day 71- day 80	Day 81- day 90
Finding the purpose of the research
Collecting data based on the impact of the issues in competitive market
Presenting a “desk-study-based” research
Making strategies for the company business operational plan in new target market
Evaluation of collected data to solve all issues
Making the blueprint of work plan
Checking the solutions’ feasibility
Project closure and submission

Table 2: Gantt chart (Source: Self-created)

Budget plan

Resources	Estimated cost (£)
Development of marketing blueprint	200
Choosing marketing channels	800
Recruitment of marketing professionals	1200
Product development and research	1000
New manufacturing hub development planning	500
Total	3700

Table 1: Budget planning

(Source: Self created)

Summary

The methodology portion of the study includes effective marketing research proposal techniques. The major techniques that have been used in this portion are “positivism research philosophy, deductive research approach, secondary qualitative and quantitative research strategy, and descriptive research design”.

Conclusion

The study has evaluated the effective strategies that can mitigate the issues of new products' brand launches including maintaining brand relevance, and generating “breakthrough brand building”. The main aim of this research is to successfully evaluate the marketing strategy and decision of Healthy Foods Co. in launching its new “healthy yogurt and yogurt drinks” brand for younger consumers. The aim can be achieved through the successful completion of this reach through effective research design and strategies as selected by the study developers.

References

Journals

Bergdahl, E., Ternestedt, B. M., Berterö, C., &Andershed, B. (2019). The theory of a co?creative process in advanced palliative home care nursing encounters: A qualitative deductive approach over time. Nursing open, 6(1), 175-188. Retrieved from:https://onlinelibrary.wiley.com/doi/pdfdirect/10.1002/nop2.203

Brown, R., Rocha, A., & Cowling, M. (2020). <? covid19?> Financing entrepreneurship in times of crisis: exploring the impact of COVID-19 on the market for entrepreneurial finance in the United Kingdom. International Small Business Journal, 38(5), 380-390.

Cooper, R. G. (2019). The drivers of success in new-product development. Industrial Marketing Management, 76, 36-47.

Davidson, E., Edwards, R., Jamieson, L., & Weller, S. (2019). Big data, qualitative style: a breadth-and-depth method for working with large amounts of secondary qualitative data. Quality & quantity, 53(1), 363-376. . Retrieved from: https://link.springer.com/article/10.1007/s11135-018-0757-y

Doyle, L., McCabe, C., Keogh, B., Brady, A., & McCann, M. (2020). An overview of the qualitative descriptive design within nursing research. Journal of Research in Nursing, 25(5), 443-455. . Retrieved from:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7932381/

Katsikeas, C., Leonidou, L., &Zeriti, A. (2019). Revisiting international marketing strategy in a digital era: Opportunities, challenges, and research directions. International Marketing Review.

Shahein, M. R., Atwaa, E. S. H., Radwan, H. A., Elmeligy, A. A., Hafiz, A. A., Albrakati, A., &Elmahallawy, E. K. (2022). Production of a Yogurt Drink Enriched with Golden Berry (Physalis pubescens L.) Juice and Its Therapeutic Effect on Hepatitis in Rats. Fermentation, 8(3), 112.

Suleimenov, I., Massalimova, A., Bakirov, A., &Gabrielyan, O. (2018). Neural networks and the philosophy of dialectical positivism. In MATEC Web of Conferences (Vol. 214, p. 02002). EDP Sciences. . Retrieved from:https://www.matec-conferences.org/articles/matecconf/pdf/2018/73/matecconf_icipce2018_02002.pdf