Unit 2 p2
- 1. Behaviour of customersCompetitorsMarket Environment PrimaryThe target market is specifically aimed at young adults aged 20-25. With the information from the primary research people are more than likely to make Magners do well. As the business will have a better understanding of when the customer tends to drink and also where and what they like to drink.Consumer PanelWith this method twenty people would have to complete a diary of their drinking habits over a certain period of time.Focus GroupsA range of four groups containing eight members would provide information based on how people react to drinking and their behaviours as well as taste preferences.Tasting eventsThis will help choose preferences of the drink and customers ideal taste of the sweetness contained in it. This all influences the market segmentation and product and they target it specifically at young people and women.Consumer PanelPeople will be asked on a regular basis to give their own personal opinion on their preferences including the other type of brands they drink.Tasting events People will be expected to give useful information from the primary research based on the taste preferences so that it gives them a better understanding of increasing customers and awareness.Focus GroupsMagners use this method to pick out what grabs people’s attention to the competitors products. These are Bulmers, Jacques, Pear and Strongbow.Consumer PanelInformation will be given to help make a final decision of some of the secondary research for example the price issues or differentiating the drinking trends for example moving the current market away from alcopop to repertoire drinks.C & C group plc use customer surveys, customer complaint logs and tasting sessions to give customers a better understanding of the market.Focus Groups This will provide information that will benefit on Magners because it allows them to check if their products are good enough for the market. In relation to this, C and C encountered a decline in its revenue in Magners GB of 23%.<br />Secondary MintelThe premium end of the drinking market with local, natural products is much more popular. As the growth of the premium brands has increased it has helped cider maintain a cheap volume drink which is associated as heavy and underage drinking.Cider however is a common drink to have in the summer. This leads to big seasonal demands. An upcoming marketing challenge could be to make the products available throughout the year and one that is aimed at the more competitive products.Family ExpenditureBased on the 2009 family expenditure survey (ONS), it shows that the weekly on cigarettes and alcohol was about £10.08p and with the total expenditure of products classified of its individual consumption of £386,00 alongside food and fuel which contains no alcoholic drinks and recreation as the 3 main important items of its total expenditure which came to £176, 50.MintelThis will provide Magners with the latest updates in the industry of alcoholic drinks and also the little tactics that the companies’ competitors use. If one of the businesses competitors was to introduce a new television advert they could compete alongside them.Family Expenditure survey/ONSEven though there has been a significant growth in the cider market, there is still a small segment of the drinks market remaining, with about £1.3 billion in 2005 in comparison to over the 11 billion spent on a normal lager and on wine over £8 billion. Mintel<br />