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Prepared by:
09001045
Marketing Management
Business School
Staffordshire University
Marketing Research Proposal for Clipper Teas Ltd.
Exclusive Summary
This is a marketing research proposal prepared for Clipper Teas Ltd. to evaluate whether the new range of herbal tea for the male market will be a good choice. This proposal tries to acquaint the environment of the tea market which focuses on the male market and the buying behaviour of the target customers. In order to achieve these objectives, three main research methods are used: desk research, qualitative research and quantitative research. This is a quality research proposal which enables to achieve the objectives after being implemented. There is also a reflection on the appropriateness of the plan addressed at the end of the proposal.
Key Words: Research, Male, Herbal tea.
Marketing Research Proposal for Clipper Teas Ltd.
1. INTRODUCTION
Clipper Teas is an established organization selling mostly tea, but also coffee and hot chocolate, which uses only pure, natural products from organic and Fairtrade sources. The Clipper Tea range consists of 6 lines: Everyday Tea, Classic Tea, Green Tea, White Tea, Herbal Infusions and Special Reserve Tea. Everything they do has to be in line with the principles of the company, laid down by the founders as: “Always a pure, natural product – there isn’t a single artificial ingredient in any of the products.” (Clipper-teas.com)
In the UK, there is tea for children in appropriately shaped tea bags as well as ready to drink iced tea. (MINTEL, 2009) Clipper Teas is now considering the possibility of offering a new range of herbal tea designed for the male market. This is a market segment which Clipper Tea has not dealt with before but it could be a pretty promising market for them. The herbal tea mix could be integrated with peppermint leaves, lemon balm leaves which can create a kind of calming herb tea in order to release the pressure for the current workforces. (Hyde, 2009) Of course the final decision would be addressed after launching this marketing research so that it could be modified based on the pReferences of males.
A scenario about Clipper Teas and the present situation of the market has been prepared. Subsequent telephone conversations and email communications clarified outstanding issues and the proposal has been prepared.
2. OBJECTIVES
References:
Bradley, N. (2003) Marketing Research: Tools & Techniques. Oxford: University Press.
McDonald, C. and King, S. (1996) Sampling the Universe: The Growth, Development and Influence of Market Research in Britain since 1945. Henley-on-Thames, Oxon: NTC Publication Ltd.
https://www.51lunwen.org/ygbylw/MacDonald, N. (2003) People watching, Research, July, p.28. [Accessed 7th January 2010]
Brenda Hyde (2009) Relaxing Hebal Tea. [online] Available from:
https://oldfashionedliving.com/herbalteas.html [Accessed 7th January 2010]
英国留学生毕业论文定制MINTEL (2009) Shaped Teabags – Encouraging Children to Drink Healthy Tea. [online] April 2009. Available from:
https://academic.mintel.com/?logon&start=display&id=455017&ath_user=sta.eb815800b46d0000&ath_ttok=AAQAAdg76rk9gID1wq37n5%2BcsHaVJGxdPFMwWm4wcVBHbFMxcWF3Rzlldz4%3D&athens_logon [Accessed 7th January 2010]