1. The Nielsen research panel
Nielsen
gathers information on markets across the world. They do this so that if you,
as a company, want to know what consumers watch and buy you can get this
information through them. To look at which data is exactly available, and to
see the benefits, I went and took a look in their store. I selected the
categories that my product (Doritos) falls under, which here is consumer goods,
and then confectionery & Snacks. Here there were two options. So,
naturally, I opted for the more expensive one, which should naturally have more
information. Now for 1185 dollars you get the following retail facts:
·
Sales, the total sales turnover for the reported period,
product line, and market.
·
Market share, this is calculated based on sales value of a
product line vs. the total category. Which is then expressed as a percentage.
To clarify, should you have a 15% market share; that means that every €15 out
of €100 belongs to you.
·
Number of items sold, this is the number of items that have
sold at least one unit for the selected product line / period / market.
·
Change, this looks at the change that has occurred this
period / year opposite to the last period / year. The change is expressed in %
for sales value and average number of items.
The
benefits of this data are, of course, quite excellent. You can use all of this
information to determine where your product is being best sold, which your main
competitors are, and how you’re doing in comparison to the last period. With
all of this knowledge you can adapt your marketing strategy, should it prove
necessary, and you can also determine where more a more direct approach is
required.
2. GFK
GFK,
like Nielsen is a company that has market data, which you can get access to
through them. There are two other leaders in this market, which are Ipsos and
the Kantar group. GFK looks to be less easily accessible to me though, and I
find the way they organized their websites to be not very consumer friendly.
Though I suppose it isn’t something consumers should look at too often, as it
is catered towards companies. GFK seems to have portals, which you need to
log-in to, to get the market information. Now, since I don’t have an account I
cannot see exactly what lies within, so I will try to make do with the
information that is readily accessible.
When
I looked at the relevant industry for Doritos here, (industries into consumer
goods, into fast consumer good) it shows a picture of an employee to contact,
and some text on the subject and information they might deliver. It also seems
that they have different contacts for different nationalities, which, of
course, is very clever. Anyway, what they say they can deliver to me is “timely
data, relevant data, and insight on consumer trends and the factors impacting
FMCG purchases and purchasing behavior.” Followed by some stuff on why they’re
better than the other companies that offer this information.
Long
story short, they give you data on the market, like Nielsen and the others, and
you can use this data to plan your marketing strategies. Personally, I couldn’t
spot any major differences in the data that they deliver, though maybe that is
because it is hidden behind their client portals.
3. a questionnaire
On this questionnaire, we will ask you
some questions regarding the Doritos brand, we would like you to answer them on
a scale from 1 to 5, where 1 is strongly disagree and 5 is strong agree.
1.
Doritos is my first choice in crisps
a.
Strongly agree
b.
Agree
c.
Neutral
d.
Disagree
e.
Strongly disagree
2.
I always pick tortilla crisps over potato crisps
a.
Strongly agree
b.
Agree
c.
Neutral
d.
Disagree
e.
Strongly disagree
3.
When I pick tortilla crisps, I always choose Doritos
over other brands
a.
Strongly agree
b.
Agree
c.
Neutral
d.
Disagree
e.
Strongly disagree
4.
I think the price for Doritos is fine
a.
Strongly agree
b.
Agree
c.
Neutral
d.
Disagree
e.
Strongly disagree
5.
When I next purchase crisps I will buy Doritos
a.
Strongly agree
b.
Agree
c.
Neutral
d.
Disagree
e.
Strongly disagree
6.
I would recommend Doritos to my friends/family
a.
Strongly agree
b.
Agree
c.
Neutral
d.
Disagree
e.
Strongly disagree
7.
I am satisfied with the varieties in flavour that
Doritos has to offer
a.
Strongly agree
b.
Agree
c.
Neutral
d.
Disagree
e.
Strongly disagree
8.
Doritos is very easily available at every
supermarket
a.
Strongly agree
b.
Agree
c.
Neutral
d.
Disagree
e.
Strongly disagree
9.
I think Doritos belongs to the top of the crisp
brands world-wide
a.
Strongly agree
b.
Agree
c.
Neutral
d.
Disagree
e.
Strongly disagree
1.
I like Doritos because it has a different shape from
regular crisps
a.
Strongly agree
b.
Agree
c.
Neutral
d.
Disagree
e.
Strongly disagree
1.
I think Doritos is unique in its flavours
a.
Strongly agree
b.
Agree
c.
Neutral
d.
Disagree
e.
Strongly disagree
1.
I think Doritos stands apart from the other brands
that offer crisps
a.
Strongly agree
b.
Agree
c.
Neutral
d.
Disagree
e.
Strongly disagree
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