100% Original, Plagiarism Free, Tailored to your instructions

Order Now!

Paper details:

Please read the article below and answer the three questions at the end.

Does Marketing Research Lead to Better Decisions?

When a company that has been marketing its wares for 50 years (and sitting on static revenue of about $2 million for 10 of those years) suddenly lifts its sales by a multiple of five, there has to be a reason. This is the scenario that has unfolded for a confectionery company called Sunrise Confectioners. The company has gone from producing three products in a single factory to producing 18 products from two factories since 1993. The company produced Binka brand jelly snakes and jelly babies using natural flavorings from 1991 to 1997, but failed to make inroads against its bigger competitors Cadbury Schweppes and Mars. Not having the funds to gain a consumer franchise, it failed to gain distribution. In short, the company faced a vicious cycle made all the worse by early quality problems associated with the short shelf life of the preservative-free versions of the products.

Acting on the suggestion of an advertising agency-the Ross Partnership-Sunrise spent $10,000 on consumer research into the likes and dislikes of the primary target market. Mothers with young children loved the taste and chew of Binka jelly products. However, they were unaware that the brand featured natural flavors. This was hardly surprising, since there was little media communication and the poor packaging was unable to do the job required of it. Based on the research findings, the agency’s advice was “to be number one in [the] category or find a different category.” The research also provided an insight into the market itself, because women who supposedly were purchasing the product for their children also ate the product. Sunrise Confectionery set about making a number of changes to its marketing mix elements based on the aforementioned marketing research. The Binka brand was reduced in prominence, and the words ‘The Natural Confectionery Company” were added to the packs. Pack colors changed from red and green-the colors of artificial colorings and flavorings-to plain white. The biggest change of all was that the company increased its expenditure on television advertising. The first $150,000 they spent (over two months in late 1997) led to a 20 percent increase in sales. In 1998 and 1999, they spent $300,000, and in 2000 they spent $450,000 and $1.4 million in the first nine months of 2001. Over this period, sales increased as distribution was gained. Research had shown that women 16 to 35 ate the jelly sweets themselves, and so the TV advertising targeted them. Two parts of the marketing communication strategy helped sales increase in the target market. First, the commercials featured a female Olympic runner, Lauren Hewitt, and second, the company co-sponsored the reality TV show Big Brother that also helped lift Ten Network’s fortunes in the same period.

Please respond to the following questions on the Sunrise Discussion Board. Your responses are due by next Sunday Also remember to incoprorate comments from at least two of your classmates. I will be looking for at least two postings from each individual.

1. Describe what marketing research is.

2. Does Sunrise Confectionery use primary data or secondary data in their research? Explain.

3. Does the use of marketing research lead to measurable outcomes? Explain

Our Service Charter

  1. Excellent Quality / 100% Plagiarism-Free

    We employ a number of measures to ensure top quality essays. The papers go through a system of quality control prior to delivery. We run plagiarism checks on each paper to ensure that they will be 100% plagiarism-free. So, only clean copies hit customers’ emails. We also never resell the papers completed by our writers. So, once it is checked using a plagiarism checker, the paper will be unique. Speaking of the academic writing standards, we will stick to the assignment brief given by the customer and assign the perfect writer. By saying “the perfect writer” we mean the one having an academic degree in the customer’s study field and positive feedback from other customers.
  2. Free Revisions

    We keep the quality bar of all papers high. But in case you need some extra brilliance to the paper, here’s what to do. First of all, you can choose a top writer. It means that we will assign an expert with a degree in your subject. And secondly, you can rely on our editing services. Our editors will revise your papers, checking whether or not they comply with high standards of academic writing. In addition, editing entails adjusting content if it’s off the topic, adding more sources, refining the language style, and making sure the referencing style is followed.
  3. Confidentiality / 100% No Disclosure

    We make sure that clients’ personal data remains confidential and is not exploited for any purposes beyond those related to our services. We only ask you to provide us with the information that is required to produce the paper according to your writing needs. Please note that the payment info is protected as well. Feel free to refer to the support team for more information about our payment methods. The fact that you used our service is kept secret due to the advanced security standards. So, you can be sure that no one will find out that you got a paper from our writing service.
  4. Money Back Guarantee

    If the writer doesn’t address all the questions on your assignment brief or the delivered paper appears to be off the topic, you can ask for a refund. Or, if it is applicable, you can opt in for free revision within 14-30 days, depending on your paper’s length. The revision or refund request should be sent within 14 days after delivery. The customer gets 100% money-back in case they haven't downloaded the paper. All approved refunds will be returned to the customer’s credit card or Bonus Balance in a form of store credit. Take a note that we will send an extra compensation if the customers goes with a store credit.
  5. 24/7 Customer Support

    We have a support team working 24/7 ready to give your issue concerning the order their immediate attention. If you have any questions about the ordering process, communication with the writer, payment options, feel free to join live chat. Be sure to get a fast response. They can also give you the exact price quote, taking into account the timing, desired academic level of the paper, and the number of pages.

Excellent Quality
Zero Plagiarism
Expert Writers

Instant Quote

Single spaced
approx 275 words per page
Urgency (Less urgent, less costly):
Total Cost: NaN

Get 10% Off on your 1st order!