Marketing research proposal of Lion Ice Beer

Lion ice is a beer brewed in bran-new Zealand by lion breweries. It has been one of the leading smears in agio beers in New Zealand but over the recent one-time(prenominal) on that point has been a substantial drop in sales volumes. The beer is specifically brewed for a certain social class (urban New Zealand males aged 26-39) who puzzle in beds ranging from $35,000-$65,000.According the lion ice brand manager, the beer is within its latter stages of the brands increase cycle and he feels there is make to re-engineer the brand afresh.Thus this seek proposal aims at looking at some of the root ca use of goods and servicess for the products want of market share as tumesce 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 merchandise premium beers.BackgroundLion Breweries Company launched the lion ice brand in 1993. The aim of its int roduction was to compete with other brands in the ice-brewed separate of the market such as Carlton cold from Carlton breweries. This was in addition to the event that ice-brewed beers were presumed to be a premium style of beer.Literature review market explore proposals, just like many other types of investigate proposals need to be undertaken carefully. In writing this research proposal I expect tried to emulate the laid down procedures for research proposals. Thus, I provoke used ideas from such scholars as Paul T. P. Wong, as well as David S. Walonick. These scholars reserve carefully described the art of proposal writing to its fullest both in qualitative and quantitative analysis.MethodologyIn carrying out this research I have taken much emphasis in examining the outdo methodologies to use and I have come up with the following methodology. offshoot off I have chosen the use of questionnaires that will speculately be filled in by wholesalers and distributors. This is because these middle men have first hand information on what types and quantities of beer that retailers ask for.The questionnaires will help to incur the present demand as well as the supply gett equal to(p) for the lion ice brand. In addition to this the questionnaires will besides dole out the issue of pricing since it could alike be a reason why people are avoiding the lion ice brand. In addition to these questionnaires there will be another hardened of questionnaires that retailers will be given 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 information that will help to re brand the lion ice brand. This information will include issues of the wet content, poster or logo image, bottle type amongst other factors.Since the New Zealand market is very large and given the time limitation I have decided to use snowball s ade nosine monophosphateling technique. In so doing I will interview one major distributor of premium beers of selected cities. Once I have interviewed the distributor I will devote 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 replenish their stocks.The study will pick up 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 two months I have plan to spend the first three weeks randomly selecting distributors nationally who will be my primary subjects or participants. Within this period I will also issue the questionnaires for distribution.Once this is done I am hoping to use the fourthly week contacting the distributors and knowing the degree of feedback. If this goes as planned I hold to sp end 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 utmost recommendations.ResultsAfter conducting the research and administering the questionnaires I will be looking out front 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 literal case but the deviation will be minimal and measly I believe.ReferencesEdw ard F. McQuarrie. 2005. The commercialise Research Toolbox A Concise take in 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.