Marketing Research
Product
The product that the present instrument is meant to research is represented by the Kellogg's Special K. cereal bars. The purpose of the research is to observe the consumption habits in regard to the mentioned product and the predisposition to accept a new product manufactured by the same brand, which would maintain the basic characteristics and bring new ones as well. In addition, the instrument is meant to highlight any problem which might affect the future sale of the product, so that effective solutions can be conceived in due time.
Intended audience
The intended audience that the instrument will be applied to is represented by people who are most likely to fit the profile of the current users of the product or of the potential ones. From this point-of-view, it can be stated that the target audience is composed of adult individuals, both male and female, who live in urban environments, who have medium to upper level monthly earnings, who have a dynamic life style, who are concerned with the way they look, paying attention to weight, but also to their health. The members of the audience that the present instrument is intended to target are likely to buy cereal products which are nutritious, but also tasty.
Marketing strategy
The marketing strategy that the instrument is supposed to support refers to a product line extension. Kellogg's wants to create a new product that would represent a fast and practical snack, healthy and tasty, which would be able to satisfy the needs of a dynamic life style. The product will consist of a semi-cold cereal bar, which has the same ingredients of the already existing bars plus milk. The flavors of the existing bars are to be maintained. The product is to be called "Special K. Cool" and its launch is to be supported by advertising and PR campaigns.
Dear Sir/Madam,
We would be grateful if you kindly took the time to answer the questions below:
What is your gender?
Female
Male
What is your age?
Which is the geographical area where you live?
Which is your level of education?
Elementary school
Highschool
Master's degree
Doctoral studies
Which is the level of the earnings that you make?
Extremely high
Do you eat cereals or products based on cereals?
If yes, what are the brands of the products that you buy?
Are you familiar with the Kellogg's products?
Are you familiar with the Special K. bars made by Kellogg's?
Have you ever eaten one?
If yes, at what time of the day did you eat it?
At breakfast
As a snack during the day
Do you use any other products made by Kellogg's?
If yes, which ones?
If you are a consumer of the Special K. bars, how often do you buy them?
On a weekly basis
On a monthly basis
Once every few months
How often do you eat the Special K. bars?
On a weekly basis
On a monthly basis
Once every few months
Are you satisfied with the product?
Why do you buy the Special K. bars?
I want to stay fit like their taste like the products made by Kellogg's
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