Market research plan

Part 1: Appropriate Materia Medica Market Research Plan

I. Introduction

Nowadays, college students' daily living expenses are not only satisfied with eating and wearing, but also pay more attention to their own image. In particular, female college students are increasingly aware of the importance of skin care, and their demand for skin care products is rising. As a special group, college students are a huge market that cannot be ignored, both in terms of consumer groups and purchasing power. Therefore, in order to understand more clearly and comprehensively the evaluation of college students' understanding and use of skin care products, we have made such a survey on appropriate herbal medicines. This survey is mainly aimed at investigating and analyzing the consumption and use of skin care products of female college students in Nanjing Information Vocational and Technical College, understanding the needs of female college students for skin care products, and marketing the brand recognition and post-purchase satisfaction of female college students. survey.

XX.02 Shanghai Xiangyi Herbal Cosmetics Co., Ltd. was established to establish the “Yiyi Materia Medica” Chinese herbal skin care brand.

The origin of the appropriate herbal medicine is the concept of “speculating the symptoms and treating the disease” emphasized by Chinese medicine. It has long-term cooperation with the Basic Medical College of Shanghai University of Traditional Chinese Medicine, combining Hanfang Materia Medica with modern technology to develop a series of highly effective and safe herbal skin care products.

Second, the purpose and significance of the investigation

Purpose of the survey

1. A comprehensive understanding of the knowledge and use of appropriate herbal products by female college students at Nanjing Institute of Information Technology.

2. A comprehensive analysis of the evaluation of the satisfaction of female college students in Nanjing Information Vocational and Technical College after purchasing the appropriate herbal products.

Survey significance

In response to the investigation of the appreciative and post-purchase satisfaction evaluation of female herbal medicines in Nanjing Institute of Information Technology, a better marketing strategy was developed for the sales of the products, and the market for college students was expanded to increase the sales volume of products.

Third, the content of the survey and specific projects

consumer

1. Consumer statistics:

2, the consumer's use of the appropriate herbal brand - whether it has been heard, used, satisfaction and whether the effect is more attractive to consumers.

market

1. The share of affordable herbal medicine in the campus market

2. Consumer demand and purchasing power

3. Forecast of market prospects of suitable herbal brands

competitor

1. Market share of skin care brands that college students are keen on

2. Understand the sales advantages of each competitive brand

Fourth, the scope of investigation

Nanjing Institute of Information Technology

V. Survey method

Considering that the investigation involves a wide range of work, it is proposed to adopt a random sampling method and to prepare a sample of 200 people. Survey method We mainly use the questionnaire survey method. In view of this, we have specially developed a set of questionnaire survey programs. We use the on-site field survey method.

Sixth, data analysis methods

Mainly using Excel data analysis and reflecting the situation through charts

Seven, schedule

March 28th Formulated market research plan

On the morning of March 29, develop a questionnaire

March 29th afternoon----31st morning

March 31 afternoon Data statistics and processing

On the morning of April 1st, write a market research report

Eight, the budget

Print survey questionnaire 200 sheets * 0.1 yuan / Zhang = 20 yuan

10 yuan for backup funds

Nine, the final form of results

market survey report

X. Appendix




Chapter 2: Market Research Planning

First, the background:

First, the number of students is large, and the meal time is relatively consistent. The school canteen also accommodates a limited number of meals, resulting in a series of problems such as crowded meals and long queues.

Second, the canteen has a limited opening time and cannot meet the requirements of the students for delaying meals due to special reasons.

Third, off-campus hotels have launched take-out services, which are increasingly favored by students.

Second, the purpose of the investigation:

Through this survey, we will understand the following main contents to achieve the following objectives:

Understand the degree of demand, consumption perspectives and habits of takeaways in the minds of college students;

Grasp the regular propaganda methods and promotion methods of off-campus hotel take-out service;

Analyze the consumption behavior and consumption characteristics of college students' consumer sales;

Statistics to predict the capacity and potential of the takeaway market.

Third, the survey content:

Takeaway market environment survey

1. Capacity and development potential of the takeaway market;

2. The consumption status of the college in different grades;

3. The impact of school teaching and living environment on the development of the industry.

Consumer survey

1. Consumer psychology of consumption

2. The degree of understanding of the products for sale

3. Consumer loyalty

4. Statistics on consumer spending power, consumption level and consumption ratio

5, consumer's ideal takeaway service description

Merchant survey

1. Major customer groups

2, advertising strategy

3. Description of the merchant's existing takeaway service

Fourth, the research object and sampling method

The research object: all students of Hunan Humanities and Technology College, an off-campus hotel offering take-away service.

Sampling method: In order to ensure the representativeness and rationality of the sample and the accuracy of the sample, taking into account factors such as time, manpower, material resources and the economic situation of the consumer, the survey is a key survey and stratified random sampling.

V. Investigator's requirements and composition

Personnel requirements

1. The instrument is correct and generous.

2, behave in a decent manner, with a friendly attitude and enthusiasm.

3. Have a serious and responsible work spirit.

4. The interviewer must grasp the ability of the atmosphere of the conversation.

personnel

Tang Yemei, Yan Lanhui, Zeng Yanhua

Sixth, market research methods

Consumers mainly rely on questionnaires, supplemented by interviews; interviews are mainly for businesses, and the specific implementation methods are as follows:

After completing the work related to the design and production of the market questionnaire and the arrangement of the investigators, a specific questionnaire survey can be conducted. Distribute the questionnaire to the investigators on average, preferably after the meal time, when the students are relatively free. As students are more concentrated in the dormitory, saving time and facilitating investigations, the interviews are conducted on the dormitory where the subjects to be investigated are located. When entering the dormitory, you should explain the intention to ensure that the respondents actively participate and get the correct and effective results. Investigators should wait patiently during the investigation and must not urge them. The investigator can withdraw the questionnaire at the time or withdraw it the next day.

After completing the relevant work of the market research interview outline and the arrangement of the interviewers, specific interviews can be conducted. Interviews with hotel managers and service staff during non-meal time.

VII. Scale of investigation

It is expected to issue 200 questionnaires and interview 20 students and 6 businesses.

Eight, work content, time and staffing

Investigation planning discussion and writing: April 25, 20XX - May 5, 20XX, brainstorming, Zeng Yanhua is responsible for writing

Design questionnaire and interview outline: May 4, 20XX - May 5, 20XX, Yan Lanhui is responsible, and other personnel assisted

Issue questionnaire: May 9th, 20XX - May 11, 20XX, all participants, Tang Yemei is responsible

Interview: May 14th, 20XX, all involved, Yan Lanhui is responsible

Statistical questionnaire, summary interview: May 15th, 20XX - May 20, 20XX, all participation, Zeng Yanhua is responsible

Write a survey report: May 21, 20XX - May 25, 20XX, brainstorming, Tang Yemei is responsible for writing

IX. Budget

Printing fee: planning book 1 yuan

Questionnaire 30 yuan

Interview outline 0.3 yuan

Survey report 1 yuan

Total: 32.3 yuan

X. Appendix:

survey

Interview outline


Part 3: KFC's market research plan

First, the purpose and task of the investigation

1. Purpose: Conduct a market survey on the feasibility of KFC before entering the Chinese market.

2. Mission

Chinese people's acceptance of foreign fast food, and the first brand promotion.

According to the degree of acceptance of the Chinese, we will formulate strategies and decisions to open up the Chinese market.

Second, the survey object and the survey unit

A sample survey was conducted to immediately investigate tourists who were playing in the Beijing Park. The choice was to conduct a survey in Beijing because Beijing is the capital of China and an international metropolis. People are more willing to accept new things and their acceptance of foreign cultures will be relatively higher. There are three reasons for choosing to make a market call in the park. First of all, the flow of people in the park is relatively large, and the survey sampling is convenient; secondly, the categories of survey objects in the park will be more extensive, because the visitors in the park have different age groups, occupations, etc., so that the survey objects will be compared. Comprehensive, it will be of great help to the future research work; third, the people who play in the park indicate that they prefer to go out to consume, which is quite valuable for KFC as a fast-moving consumer goods.

Third, the investigation project

Investigate the Chinese people's acceptance of KFC's taste and restaurant environment, and obtain reference data on the consumption power and level of Chinese people of different ages and occupations.

Fourth, the survey method

Interception, tasting, interviews, etc. are used for investigation.

V. Investigation agencies and personnel

The investigation was conducted by the 10th Communication School of East China Normal University. The members of the investigation team are as follows.

Team leader: Yan Sanjiu teacher

Deputy leader: Gao Fang teacher

Members: 10 students of the 10th Communication School of East China Normal University: Chen Yu, Fang Zhiping, Zhang Mengyu, Yan Juan, Guo Yurong, Li Qi, Zhu Yanliang, Xiong Yingkai, Yan Binhong, Yu Jun.

VI. Investigation organization and investigation process

Training: 20XX.5.20

Division of labor: 10 students are divided into 5 groups to perform the duties of their respective groups.

The first group consists of four cute and beautiful students who are responsible for intercepting 100 people of all ages in the park and taking them into the restaurant built in the park for interviews.

The second group consists of two students with good attitudes and hands and feet, guiding the visitors into the restaurant to wash and sit, and put a bag of towels in front of every city-adjusted tourist, and send soda and boiled water. In order to eliminate the odor in the mouth, and send the chicken pieces with fine yellow.

The last group consists of four students with clear minds and clear ideas. After the tourists taste the chicken, they interview the tourists and complete the market survey.

A second group of members will then send KFC fried chicken giveaways for the tours that have already been surveyed and send the passengers out of the restaurant.

Finally, Gao Jian, the deputy head of the market research activity, was responsible for reviewing, summarizing and statistical analysis, and drafting an investigation report.

Survey: 20XX.5.23

Data analysis: 20XX.5.24-25

Investigation report writing: 20XX.5.26-31

Seven, the investigation fee:

Gift fee: 1000 yuan

Transportation fee: 500 yuan

Survey compensation: 5000 yuan

Total: 6500 yuan


Chapter 4: Market Research Planning

First, the purpose of the investigation: In order to grasp the pulse of the product market, the various advantages of the enterprise are communicated with the community, so that the planned actions are understood by all people and all the people are moved, so that the planned actions can be carried out smoothly.

Second, the survey date: 20XX years

1. Main investigation: September 1st to September 15th,

2. Secondary investigation: On September 16th and November 30th, we will conduct a 7-day market research preparation and 60 days of market research to ensure that nothing is lost.

Third, the survey content:

1. Main investigation contents: Using the convenient sampling and quota sampling method, the following major problems are investigated:

Do you know the traditional brand of "Today's sugar can be nutritious tablets"?

What is the most popular feature and service of “Today's Sugar Nutrition Tablets”?

How much is the price of the consumer psychology of "this sugar can be nutritious tablets"? 18 yuan, 28 yuan, 40 yuan.

What do you like and worry about "this now sugary nutrition tablets"?

What is your consumer psychology? What are the buying habits?

What is the unique selling point of “Today's sugar-nutrient tablets”?

Is the packaging of “Today's sugar-nutrient tablets” popular?

2. Secondary survey content:

User characteristics survey: population, size, distribution, composition, change, city, rural, primary user, secondary user, address, telephone.

, affecting user factors: purchasing power, social customs, habits, cultural level, national characteristics, purchase characteristics to buy what kind of products.

User needs investigation: actual needs, potential needs, aware but not timely purchase, not aware but will buy later, do not buy.

The product is exclusive in the sales area, not a number of products, whether the product is satisfied; what is the reason for the non-satisfaction; the product sells or the reason for the loan.

The product is in the stage of the life cycle, is there a demon crisis?

Is the price competitive in the market? User feedback on price? What are the advantages of price in the market? Which products are not good for? Which products are good to buy? Which agency sales? How much development trend is there in price fluctuations.

Is the sales volume of the company suitable for environmental needs, and is the existing channel reasonable? How to expand sales channels to reduce intermediate links? How to choose the right advertising media, how is the advertising effect? Whether the marketing mix strategy is effective or not.

Strive for the environment, the power of competition, the competition for structure and planning, and the content and means of the opponent's basic situation.

Fourth, the survey locations around the market, dealers, distribution points, stores

Five, process countermeasures

From September 1st to September 3rd, the main questionnaires and questionnaires were designed. The planning manager was responsible for the arrangement and the designers hosted them.

From September 1st to September 2nd, use the copywriting investigation method to communicate with the marketing department, explain the reasons and importance of the investigation, cooperate with them to do a good job in marketing, jointly improve sales, and obtain market data compiled by the marketing department for investigation. Registration, planning manager is responsible for the arrangement, planning director to host.

From September 3 to September 4, use the observation method to go directly to the market, dealers, dealers, stores, digital photos, and behavior record surveys. ) Make a work diary, the planning manager is responsible for the arrangement, and the planning supervisor is responsible for hosting.

From September 3 to September 10, the interview method will be used to directly interview dealers, dealers, stores, and middle-aged and old users, fill in questionnaires, investigate questionnaires, make work diaries, and plan managers to arrange and plan supervisors. host.

Sixth, the questionnaire card can add such questions:

1. Where did you hear about this message?

2. Have you heard of our new product "XXXX"?

3. Have you ever had a history of XXX?

4. Have your relatives and friends ever had a history of XXX?

5. Do you want to get treatment as soon as possible?

6. Do you want to help relatives and friends get treatment as soon as possible? ;

7. Do you also have a sense of identity for giving gifts? ;

8. Would you like to buy our "Jin Yue Sugar Nutritional Tablets"? ;

9. What are your other thoughts ______________________.

Please leave the patient's specific name ______, age _____, address _____, phone _____, in case we will give gifts and follow-up treatment in the future.

Thank you for your participation, we are very grateful, please leave your name ______, address _____, phone _____, we will give you gifts or surprises from time to time.


Chapter 5: Market Research Planning

Summary:

The fragrant incense edge crossing rice noodle shop was officially opened in October of xxxx in the third floor of the No. 2 dining hall of Huaxin College of Shijiazhuang University of Economics. The quality, price, environment, service, popularity and sales were investigated and summarized.

Purpose of the survey:

The fragrant edge rice noodle on the third floor of the No. 2 dining hall of our school, the bridge rice noodle as a snack with ethnic characteristics, has always been popular with everyone, but in today's restaurant competition, the competition is increasing, the traffic of the fragrant edge rice noodle line Not ideal enough, in order to find out the reasons, I started a market research on this issue. I hope that through this investigation, some rationalization proposals will be put forward to increase passenger flow and improve economic efficiency.

Survey time:

Xxxx year November 9 - xxxx year November 17

Method and results of the survey:

The survey mainly used a face-to-face survey method to assist with personal observation and access. The questionnaire was self-made and a random sampling method was used to investigate students who ate at the restaurant.

A total of 100 questionnaires were distributed, 100 were collected, and 95 valid questionnaires were used. The recovery rate and efficiency were 95%. I also had some conversational interviews with some of my classmates.

There are many problems for the college students to eat in the cafeteria, the variety of meals, the poor environment, and the unreasonable price. Because there are many small restaurants outside the school and there are food delivery businesses, there is a great competition with the school cafeteria.

If this status quo is allowed to develop, it will inevitably hinder normal operation, and further understand the overall situation of the service of the fragrant rice noodle shop.

Improve the quality of work, create a harmonious dining environment and improve everyone's living conditions, so that the store gets better sales and economic benefits.

Some representative findings are reported below.

1. Advertising

I learned in the questionnaire that some people still don't know the opening of the rice noodle shop, and some people know but have not eaten it. Most of the people who know are known through the leaflet, and a small number of students are advertising through banners, rarely through classmates.

2, rice noodle shop environmental sanitation

The reflection of the hygiene satisfaction of the rice noodle shop is: dining environment is better, wisteria chair, tempered horizontal glass table, wooden floor. I think it is better than other places in the cafeteria.

3, food prices

In this survey, some students do not care about the price of the food at the edge of the fragrance. A small number of students think that the price is reasonable. Most students think that the price should be more affordable.

4, the quality of meals

The students' evaluation of the quality of the food is: 20% of the students think that the color and flavor of the rice noodles are very good, 60% of the students think that in general, 20% of the students think it is not good.

5, service attitude

20% of students think it is still normal, and 80% of students think it is good.

Analysis of existing problems:

1. Many students don't know about the fragrant edge of the bridge rice noodle shop, especially the girls, the way of publicity on the campus is not enough.

2. Our students are relatively low on the consumption of food and beverage. The price of the fragrant glutinous rice noodle shop is medium to upper. It can be eaten at 5 yuan per person per meal, and the fragrant edge needs 8-10 yuan.

3. The school has more students in the north, eating more rice and pasta, and it is difficult to make rice noodles for a long time.

4. There are still a few types of dishes. It is understood that there are many types of rice pasta in the cafeteria, whether it is a staple food or a dish.

5. Waiting for meals: Many girls think that the place is too far away and it takes too long to eat. The speed of the meal, the fragrant edge rice noodle is relatively slow, and rice and vegetables can be eaten, many students are not willing to wait.

Feasibility suggestions:

Increase publicity and change the way of propaganda. For example, let people pull banners in places where students have a large flow of traffic, so that most students know that they have this store. Promote product features to make the product attractive.

Add a product category, although the rice noodle shop has a classification of products, but not human nature, some people love to eat more vegetables, some people love to eat more rice noodles girls eat less, can increase the number of vegetables, packages, couples, Female package, male package price: Many students have high price response, can see if the price can be lowered under the guarantee of quality

Promotional aspects: You can try to do some promotional activities, such as giving drinks, giving a biscuit, these accessory products can be added at a cost price without profit.