In the Media, Over the Last few years, there has Been Huge concern about Healthy Eating and Rising Concerns About the Global Obesity Epidemic: Marketing Practice Assignment, NCI. Ireland

Background

In the media, over the last few years, there has been huge concern about healthy eating and rising concerns about the global obesity epidemic. The recent sugar tax on sugar-sweetened drinks and proposals to ban vending machines with junk food in secondary schools suggest that the Irish government (along with many others around the globe) are taking healthy lifestyles seriously.

While there is often conflicting advice for consumers and the definition of a ‘balanced diet’ can vary it is generally accepted that fruits, vegetables, grains, seeds, herbs, spices, botanicals, and other plant-based ingredients are important constituents of a healthy diet. Many consumers create personalised diets that also prioritise consuming sufficient protein, staying hydrated, and allowing themselves the occasional treat.

You have just started work for a large food or drink manufacturer (it can be a brand that is already in the healthy eating space, such as organic foods, low-fat foods or drinks, gluten-free foods, protein bars, juices etc. or you can work for an organisation that is not particularly well-known for healthy eating such as Nestle, Diageo, Kelloggs, Jacobs etc)

The organisation is considering creating a healthy new food or drink brand that will appeal to the market and capitalise on the recent healthy/clean eating trends and has asked you to carry out extensive Market Research to help with the decision about whether to go down this road.

Definition of Task/Problem

Your first task is to come up with new healthy food or drink brand to fill a gap in the market. This new idea will be based on secondary research that has directed you to this new opportunity. The second phase of the assignment will involve carrying out market research to investigate the viability of your new idea. You will need to carry out two different types of primary market research and you need to provide an academic theory for all three market research methods.

Phase 1:  Secondary Research including Theoretical Rationale

The first requirement is that you come up with new food or drink idea to launch into the market that ticks the healthy/clean/organic/high protein box. This idea must be created from secondary research that demonstrates where the inspiration came from and why there is a gap in the market for this new idea. This means you must clearly demonstrate a link between what you have read and your new product. Please also come up with a name for your brand/product along with an explanation of where your idea for the name came from, and a target market. The target market is very important for the primary research phase. It is unlikely that you will find too many academic resources for this section but please DO NOT use blogs or any anecdotal sources – you can use reputable newspapers, health and nutrition magazines or indeed academic sources in the area if you can find any.

This piece is worth 30% of the module and should be 1500 – 2000 words long.

Phase 2: Primary Research including Theoretical Rationale

Now you must investigate whether or not your idea will be a success. Please note that it is perfectly acceptable for the assignment to conclude that it will not be a good idea if that is what your research is telling you.

You must carry out two methods of primary research – one qualitative and one quantitative. Due to Covid, a focus group will not be possible to you can do depth interviews over the phone or indeed Zoom or Teams. Please interview two people in your proposed target market and discover what they think about this trend and your product in particular. You must prepare and submit an interview theme sheet in your report.

You will also prepare a questionnaire adhering strictly to the questionnaire design learning that we covered in class. Please try to get at least 20 responses. You must include one completed questionnaire in your report.

Phase 3: Analysing your Data and drawing Insights

For the final phase, you will analyse both the qualitative and quantitative data and compare it to the secondary research you did. From this, you will generate ‘insights’ and recommendations for your firm. Should they proceed with your idea or not?

It is expected that Phase 2 and 3 combined should take approx. 2500 – 3000 words and in total is worth 70% of the module.

You must use the McGivern textbook and at least one other Market Research textbook for the theory sections.