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@Worksheet-Marketing Research

The document outlines a case study for a traditional Chinese oil brand, 'Fah Heung Yoew', which is facing declining sales due to an aging customer base and lack of appeal among younger consumers. The company is considering renaming the product to 'Super Cool' to attract a younger demographic. The document also includes tasks for the new Assistant Marketing Manager to suggest marketing research objectives and draft a customer questionnaire for rebranding efforts.

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Abhishek
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9 views2 pages

@Worksheet-Marketing Research

The document outlines a case study for a traditional Chinese oil brand, 'Fah Heung Yoew', which is facing declining sales due to an aging customer base and lack of appeal among younger consumers. The company is considering renaming the product to 'Super Cool' to attract a younger demographic. The document also includes tasks for the new Assistant Marketing Manager to suggest marketing research objectives and draft a customer questionnaire for rebranding efforts.

Uploaded by

Abhishek
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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GROUP MEMBERS______________________________________

Worksheet: Marketing Research


Read the following case carefully and complete the task on the
next page.

You have just joined a traditional company as an Assistant


Marketing Manager. The major product line of the company is a
traditional Chinese oil, “Fah Heung Yoew 花香油”. Your boss, the
Marketing Manager, is explaining the market situation to you.

“Fah Heung Yoew 花香油” has a long history, up to 5 generations of


the company founder. It is well accepted by a large market of
Chinese customers, especially those over 50 years of age. As
these customers are getting older and fewer, sales volume and
the number of customers have dropped sharply over the past 10
years. There are few new customers, in particular, from the
younger population in Hong Kong.

The management has decided to expand the market to attract


potential younger customers. However, initial market research
showed that the youth market did not find the brand name “Fah
Heung Yoew 花 香 油 ” attractive. They felt only grandparents would
use this type of oil. They felt ashamed to use or even carry a bottle
of Fah Heung Yoew in their pocket.

After long discussions, the company developed 2 proposals: (1)


renaming; and (2) repackaging. The marketing team intends to
launch a new marketing plan to rename “Fah Heung Yoew 花香油” to
“Super Cool 勁涼爽 ”, to project a younger, more energetic image to
capture the youth market.

Task 1: As the new Assistant Marketing Manager, you are now


asked to suggest 2 marketing research objectives for the “Fah
Heung Yoew” case.

1.

2.

3.

Task 2: As the Assistant Marketing Manager of the


company, you are asked to draft a research customer
questionnaire to obtain responses to help rebrand the
GROUP MEMBERS______________________________________
Chinese oil, ‘Fah Heung Yoew 花 香 油 ’. You should construct
6 relevant questions in the formats suggested below. Write
your suggestions in the space provided.

Q 1: Yes/No questions

Q 2: Opinion rating questions

Q 3: Questions with more than one possible response

Q 4: Questions with only one possible response

Q 5: Question for differentiating different market segments

Q6: Open-ended questions

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