You have been given the task of preparing a research proposal for one of the organisations listed below that will address the marketing issue presented.
You should base your research proposal on one of the following organisations:
Coles – Fly Buys - customer retention. The Fly Buys loyalty program has been very successful for the Coles group. Coles management is concerned the loyalty program might be losing traction with customers. It’s therefore seeking information to guide its further development as a marketing device for customer retention to protect its market share. Specifically, information on consumer behaviour and consumer attitudes and perceptions towards its Fly Buys loyalty program.
Optus – Residential customers – customer acquisition. Optus operates in the highly competitive and profitable space of mobile communications. To grow its revenue streams, Optus needs to develop marketing strategies to acquire new customers and acquire customers from competitors. To do this, it needs market knowledge about residential customers about their consumer behaviour in mobile usage and attitudes and perceptions towards its brand v competitor brands.
Kellogg’s – Muesli bars – brand extension. Kellogg’s has been a market leader in the breakfast cereal and snack foods market. To continue to protect and grow its market share, Kellogg’s is extending its breakfast cereal brands into the muesli bar category. To achieve this brand extension effectively it needs market knowledge on the muesli bar category. Specifically, information on consumer behaviour and consumer attitudes and perceptions towards brands in the muesli bar category.
Target – Re-positioning. Target has been losing market share to competitors in the budget/value end of the department store retail category. Its stable mate, K-mart, has been far more profitable in recent years. Target is losing market share not only to K-mart but also to Big W and other retail
stores. Management believes this may be a result of consumer confusion over Target’s positioning in the market. Management therefore need information on consumer behaviour and consumer attitudes and perceptions towards brands in the department store category.