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Marketing Research is "the process or set of processes that links the producers, customers, and end users to the marketer through information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications.
EXECUTIVE SUMMARY Work pressure, bad habits in the environment such as ultraviolet rays, emissions, polluted water and even aging will make your freshness fade away over time But because of its safety and more nutritional benefits than conventional foods, functional foods considered as "miracle" therapies can supplement the nutrients the body is eating Deficiencies, prevent aging and help you maintain a "healthy body, beautiful outside" WHY WOMEN OVER 30 SHOULD USE FUNCTIONAL FOODS? Health is the source of beauty To be healthy, beautiful, the most important is to have a reasonable diet, healthy living environment and reduce stress However, for both subjective and objective reasons, most of us can not fully meet these conditions In particular, when a woman goes through her 30s, the hormonal decline will lead to aging This not only causes psychological changes, but wrinkles, freckles, freckles, brown spots will also appear, affecting the beauty of the 30-year-old woman Therefore, using only natural foods is not enough The introduction of functional foods is helping people to replenish their deficient nutrients, prevent aging and help you maintain a beautiful body HOW DO FUNCTIONAL FOODS AFFECT THE BODY? Most of the functional foods are of natural origin, so they are relatively safe and have less side effects These products are usually solid, liquid or soft Each type has its own advantages and disadvantages, but the general mechanism of functional foods is to use the right dose and at the right time, they will be absorbed into the blood and lead to organs need to recover, function is impaired reduce the women to return to the state of the best performance Beauty Ingredients: Main Ingredients - Collagen - Placenta - Hyaluronic acid (HA) - Lactic acid - Super Food In this report, I selected the collagen ingredient to create a completely new functional food product, for women to regain their color, regain their youth In addition, this new product also helps women to prevent some diseases that endanger their health Table Of Content I BRAND INTRODUCTION 1.1 INTRODUCTION NEW PRODUCT 1.2 REASON FOR CHOOSING THE TOPIC 1.3 OBJECT OF STUDY II PRODUCT INTRODUCTION DESCRIPTION PRODUCT 1.1 PACKAGING DESIGN 1.2 INGREDIENT PRODUCTION 1.3 THE COLOR OF PRODUCTION 5 6 SWOT OF PRODUCT 2.1 STRENGTHS 2.2 WEAKNESSES 2.3 OPPOTUNITIES 2.4 THREAT THE PRICE OF PRODUCT 3.1 COMPETITOR OF PRODUCT 3.1 COMPARE THE PRICE OF THE COMPETITON THE SIZE TO DO RESEARCH 4.1 SURVEY SITE 4.2 THE NUMBER OF PEOPLE TO CONDUCT 4.3 THE TASK OF THE MANAGER WHEN SURVEYING CUSTOMER COST OF CONDUCTING THE SURVEY 10 5.1 COST OF CUSTOMER SURVEY GIFT 10 5.2 OTHER COST 10 5.3 TOTAL COST OF SURVEY 10 THE WAY TO DO RESEARCH 11 6.1 HOW TO DO RESEARCH 11 6.2 RESEARCH METHOD 11 6.3 PERSONAL INFORMATION OF THE CUSTOMER 12 6.4 CUSTOMER QUESTIONNAIRE USING PRODUCT 13 6.5 QUESTIONNAIRE ASSESSES THE LEVEL OF CUSTOMER SATISFACTION 15 THE RESULT AFTER RESEARCHING 16 7.1 QUESTIONNAIRE AFTER CUSTOMER SURVEY 16 7.2 RESULT CHART 16 III CONCLUSION 18 I BRAND INTRODUCTION First, we will find out the definition of functional foods A functional food is a food given an additional function (often one related to healthpromotion or disease prevention) by adding new ingredients or more of existing ingredients NEW PRODUCT Human body 70% skin structure is collagen is distributed mainly in the dermis of skin collagen together with elastin to create a durable and tough skin structure, after the age of 30 this structure is not sustainable So we need to add some collagen to the body to rebuild this structure For women, beauty is one of the important factors indispensable especially care and beauty of the skin The product is very popular and meet the beauty needs of all women that is Pomegranate Collagen The product not only helps bring you beautiful, energetic skin by enhancing the connection between skin cells, but also eliminating the harmful substances in the body, purifying and cooling Efficacy helps to improve resistance and the body's immune system is also enhanced In addition, Pomegranate Collagen also has many different uses such as strong antioxidants, anti-prostate cancer, anti-aging skin, reduce the risk of blood pressure and stroke, good for the heart help for women after using this product more assured of quality and more confidence in new products POMEGRANATE COLLAGEN REASON Today, the demand for beauty of women is getting higher and higher Especially in Asian countries, the issue of beauty is a top concern of women because knowing how to be beautiful is also a secret to keeping family happy Beautiful women on the road will also be more confident, easy to socialize and will help a lot in their daily work as well as life WHY MUST BE BEAUTIFUL? Society has always praised the quality of human beings, personality is always very important but nothing more perfect than a girl who has a good personality and beautiful face Beauty is essential, especially for women Beauty will make you become confident in communicating with people in the work as well as everyday life Beauty is also a show of respect for others Beauty helps you to have more advantages in all things, helping you to better harmony with society like the present perfect Capturing that need, collagen juice has created a skin care product for Asian women with the desire to change their skin brown to white skin pink The formula is made from 100% pomegranate selected carefully to ensure the best quality for the product OBJECT OF STUDY Why so many new products fail? Usually for many reasons Companies often are so enamored of their new product ideas that they fail to their research, or they ignore what the research tells them Sometimes the pricing or the distribution channels are wrong Sometimes the advertising doesn't communicate Successful product launches result from an integrated process that relies heavily on research and solving up-front issues Market research is the key Without the necessary information, you're simply flying blind in a storm, headed for a crash landing Market research does more than confirm your "gut feeling," it provides critical information and direction Object of study identifies market needs and wants, desired needs of the customer about product features, pricing, decision makers, distribution channels, motivation to buy and many other problem II PRODUCT INTRODUCTION DESCRIPTION PRODUCT 1.1 PACKAGING DESIGN There are three questions you must have the answer to before you start designing the packaging for a product: What is the product? Who’s buying the product? How are people buying the product? A package that attract to the costomer includes the following elements: - Colors - Fonts - Logos - Product content - Images - Symbol symbols - Other information Pomegrante collagen is specially designed and extremely simple, with the red image coinciding with the color of the pomegranate, which adds to the attract of the customer, creating a highlight and distinctive a for the customer when see product A box include small boxes, in boxes with small packages, a total of boxes of 30 packages divided equally for each day in a month 1.2 INGREDIENT - Mixture of pomegranate extract accounted for 97.8% (pure water, Turkish pomegranate extract more than 65 brix), - Grape extract (Chile) - Citric acid (crystalline form), - Collagen from fish (Korea) 0.2%, sugar fructose 1.3 THE COLOR OF PRODUCTION The color of the product is mostly red and pinky SWOT OF PRODUCT 2.1 STRENGTHS - The only mainstream drink with collagen and vitamins - Distinctive look: fun, simple and stylish - Vietnamese women often use functional foods when they turn 30 years old 2.2 WEAKNESS - New to the market: the brand needs to make an extra effort to establish credibility - Customers confidence in the efficiency of collagen is varies: so, there exists a lot of doubt, especially customer outside of major cities - High cost of ingredients and low profit margin - The customers lack of knowledge of manufactures and distributors 2.3 OPPORTUNITY - Health concerns: women want to optimise their food choices in new way, such as enhanced collagen beverages: as a health boost, and to undo damage of previous food and lifestyle choices Research shows that many Vietnamese women prefer to use functional foods to increase their longevity and improve their beauty - High public awareness of the wellbeing benefits ingredients of pomegrangte collagen means acceptance is likely to be easier than if introducing a new set of nutrients - Very small number of direct competitors other brand collagen 2.4 THREATS - Other collagen are being launched every month that get closer with customers, soon there will be more competition - Securing a realiable and cost effective supply of the formulation and will be more difficult for an private label than for the large corporation, so supply could be threatened THE PRICE OF PRODUCT Setting a price for a new product may seem daunting at first; but if you take the time to review the available information about the product and target markets, you can determine a fair and profitable sales price In addition to overall costs for manufacturing and distribution, consider the intrinsic value of the product and how it will benefit consumers The profit earned from the product should not only provide a return on initial investment, but also reflect how it benefits consumers Currently, the product Pomegrante Collagen was sold in Vietnam market is about 450.000 VNĐ 3.1 COMPETITOR OF PRODUCT Currently, there are two main competing products with Pomegrante Collagen: collagen+ C and Pomegrante Collagen (pellets) However, when comparing these two products, the attractiveness and the number of users and interest are still poor In part, marketing and image marketing still can not reach the consumers of functional foods 3.2 COMPARE THE PRICE OF THE COMPETITON In Viet Nam market , the price of two products is not too large Collagen+ C is currently marketed at a higher price than pomegrante collagen Meanwhile, the new product only price range of 450.000 VNĐ, collagen + C products sell for 650.000 VNĐ Pomegrante collagen (pellets) is cheaper In the market today, pomegrante collagen (pellets) is sold at a price of 350.000 VNĐ, a price that is acceptable because of its size and segment market not big enough THE SIZE RESEARCH 4.1 SURVEY SITE On this report, I survey on level the satisfaction of female customers aged 30 – 50 years old about user product Pomegranate Collagen in Binh Duong province I often go to the large and small shopping centers, local markets, entertainment center, thanks to them fill out the questionnaire on the information sheet 4.2 THE NUMBER OF PEOPLE TO CONDUCT Of the 63 people I applied for a few minutes to interview, many refused, and also some people for personal reasons, so I can not interview with each other But I'm still lucky, as many as 38 people agreed to interview me about using collagen supplements The questions revolve around products such as quality, price, packaging, advertising, design, customer service, and some personal information In addition, an indispensable thing that is satisfaction with the use of the product 4.3 THE TASK MANAGE WHEN SURVEYING CUSTOMER The task manage that’s help each individual have confidence and ability communicate well with people, From there, it is easy to gather complete customer information, process and analyze customer responses through the questionnaire Finally, write a complete report of what the customer filled in on the coupon, develop new strategies to improve customer satisfaction, and develop what customers are expecting or wanted for a product Through the above surveys, the manager has obtained all valuable information of customers, the next task is how to help the product more and more improved further development COST OF CONDUCTING THE SURVEY The cost of the 5-day survey is 14,520,000 VND, including gifts, survey paper, fuel, water and food Below is a summary of the costs for this survey 5.1 COST OF CUSTOMER SURVEY GIFT GIFT COUPON 20% OF NGUYEN KIM BINH DUONG BOX POMEGRANTE COLLAGEN QUANLITY 36 COST 10.800.000 VNĐ 36 2.700.000 VNĐ TOTAL 13.500.000 VNĐ 5.2 OTHER COST QUANLITY 100 10 SURVEY PAPER FUEL WATER + EAT TOTAL COST 120.000 VNĐ 500.000 VNĐ 400.000 VNĐ 1.020.000 VNĐ 5.3 TOTAL COST OF SURVEY IN DAYS IS: 14.520.000 VNĐ GIFT OTHER COST TOTAL 13.500.000 VNĐ 1.020.000 VNĐ 14.520.000 VNĐ 10 THE WAY TO DO RESEARCH 6.1 HOW TO DO RESEARCH Market research new product surveys are used to collect consumer feedback about a new product or a new product concept Whatever the product may be, small or large, the process of managing the new product market research survey will remain the same, from start to finish In this report, I collect research data that includes age, occupation, family status, income from women aged 30 to 50 years old The collect research are easy when interviewees mark the questionnaire available The respondents will tell me the level of potential the product as well as all other problem of products such as quality, price, customer service, packaging the collection will help me re-evaluate and increase satisfaction for customer 6.2 RESEARCH METHOD While there are many ways to perform market research, but In this report, I choose survey method: paper survey and face-to-face interview Paper Survey In-person surveys are one-on-one interviews typically conducted in high-traffic locations such as shopping malls, local markets, entertainment center They allow you to present people with samples of products, packaging, or advertising and gather immediate feedback Personal Interviews Personal interviews include unstructured, open-ended questions I usually personal interview for about few minute and I usually writing recorded 11 6.3 PERSONAL INFORMATION OF THE CUSTOMER QUESTIONNAIRE ON POMEGRANATE COLLAGEN Name: Phone number: Address: Email address: Please tell me your informations: You can check ( √ ) the box if you answered AGE 30 – 35 35 - 40 40 – 45 45 – 50 FAMILY STATUS Married Single Single mom Single, live with family OCCUPATION Businesswoman Manager Office staff Housewife INCOME Under million – 10 million 10 – 15 million 15 – 20 million HEALTH STATUS Good health Not good health Good beauty Not good beauty 12 6.4 CUSTOMER QUESTIONNAIRE USING FUNCTIONAL FOODS (POMEGRANATE COLLAGEN) Please tell me your informations: You can circle the answer if you choose / Do You Regularly Use Functional Foods Supplement Collagen? A Yes C Usually B No D Not Usually / What The Number Of Flavors Of Functional Foods Collagen You Know? A1 C3 B2 D4 / Do You Know How To Uses Collagen Functional Food? A Yes C A little B No D Not sure / What Causes You To Use Functional Foods? A Beautiful skin C Trial B Reduce disease D I don’t know / Where Do You Usually Buy Functional Foods Supplement Collagen? A Supermarket C Market B Pharmacy D Online / What Functional Foods Supplement Collagen Do You Usually Use? A Fish oil C LIC B DHA – EPA D Pomegrante Collagen / Do You Often Use Functional Foods Supplement Collagen Drink Or Pellets? A Drink C Powdered B Pellets D Other / Can You Easily Find Functional Foods On The Media? A Yes C Sometimes have problem B No D Very easy / What Time Of Day Do You Use Functional Foods? A Morning C Tonight B Afternoon D Midnight 10 / What The Quality Of Some Other Functional Foods Collagen Have Satisfaction? A Good C Very satisfaction B Not good D Not satisfaction 13 11 / What The Price Of Other Collagen Products Bring The Quality As You Desire? A Good quality C Normal B Not good quality D Other 12 / Have You Ever Used Collagen Functional Food Drink? A Yes C Once B Never D Other 13 / How Do You Feel When You Try New Product Pomegranate Collagen? A Very delicious C Normal B Good quality D Sour taste 14 / Do You Like This New Product Pomegranate Collagen? A Yes C Very like B No D Wonderful 15 / How Does You See Packaging Design And New Products Of Pomegranate Collagen? A Wonderful C Very like B Normal D Very attract 16 / How Do You Feel With The New Product Price? A Acceptable C Normal B Very high price D Very low price 17 / Are You Satisfied With The Quality Of The New Product? A Very satisfaction C Good quality B Very not satisfaction D Other 18 / How Do You Feel New Products Have Delicious Than Other Collagen Functional Products Have Used? A Yes, very delicious C Normal b No, not very delicious D Acceptable 19 / Are You Satisfied With The Service And The New Product? A Very satisfaction C Good customer service b Very not satisfaction D Other 20 / What Do You Know The Use And Function When Trying New Products? A Yes, I know C Not sure B No, I don’t know D Other 21 / Do You Believe This New Product Will Grow, And Help You More Beautiful? A Yes, I believe C Not sure B No, I don’t believe D Other 14 6.5 QUESTIONNAIRE ASSESSES THE LEVEL OF CUSTOMER SATISFACTION Please tick one box in each row to assess your level of Satisfied with the following aspects of your stay: 1/ VERY SATISFIED 2/ SATISFIED 3/ ADEQUATE 4/ UNSATISFIED VERY UNSATISFIED QUESTION: This product is cheap This product price is higher than other products Are you satisfied with the price of pomegrante collagen? Are you satisfied with the quality of pomegrante collagen? Are you satisfied with the packaging of pomegrante collagen? Are you satisfied with the customer service of pomegrante collagen? Are you satisfied with the promotion of pomegrante collagen? If you would like to share any additional comments or experiences about Pomegrante Collagen, please enter them below I would like to thank all of you for helping me complete the questionnaire, I would like to send you a gift I hope you enjoy it Have A Nice Day !!! 15 THE RESULT AFTER RESEARCHING 7.1 QUESTIONNAIRE AFTER CUSTOMER SURVEY 7.2 RESULT CHART Out of the total of 38 questionnaires received from customers, the following is a chart showing the results obtained after the survey 16 17 III CONCLUSION Functional foods offer great potential to improve health and help prevent certain diseases when taken as part of a balanced diet and healthy lifestyle The subject is becoming increasingly important and there is broad consensus that there needs to be a regulatory framework that will protect consumers, promote fair trade and encourage product innovation in the food industry The communication of health benefits to consumers is also of critical importance so that they have the knowledge to make informed choices about the foods they eat and enjoy Pomegrante collagen hope to help women after using the product more and more beautiful, reduce some diseases, support better health Next year, Pomegrante collagen there are a number of other new products to increase the choice for you in the use of functional foods 18 ... THE WAY TO DO RESEARCH 6.1 HOW TO DO RESEARCH Market research new product surveys are used to collect consumer feedback about a new product or a new product concept Whatever the product may be,... best quality for the product OBJECT OF STUDY Why so many new products fail? Usually for many reasons Companies often are so enamored of their new product ideas that they fail to their research, ... QUESTIONNAIRE USING FUNCTIONAL FOODS (POMEGRANATE COLLAGEN) Please tell me your informations: You can circle the answer if you choose / Do You Regularly Use Functional Foods Supplement Collagen? A Yes