Viability of Non-Spirit Based Rtd's

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Marketing Research ------------------------------------------------- Liam Pratt 9965667 Adam Jacobson 9975379 2. Executive Summary This report details and outlines whether the development of a non-spirit based RTD is a viable product. A non-spirit based RTD is an RTD that does not contain a spirit, but instead contains beer, wine, or cider. The report will look with depth into: 1. Should we develop and release a non-spirit based RTD 2. Determining whether there is a market in New Zealand for a non-spirit based RTD – this will be broken down into three components a. Do consumers want non-spirit based RTD’s? b. Are non-spirit based RTD’s going to be less susceptible to current and future alcohol related laws? c. How will the demographic of non-spirit based RTD consumers differ from various regular RTD consumers? After completing 1000 interviews (which were undertaken outside various liquor stores across the country) we concluded that it is not viable to release a non-spirit based RTD, and there is no market for one in New Zealand. After 47.7% of the surveyed population said they found the concept very unappealing. From this, along with all the other research displayed below, it is clear that there is not a profitable idea with any future potential. Table of Contents 2. Executive Summary 2 3. Research Purpose, Objectives and Methodology 5 Marketing Decision Problem (MDP) 5 Marketing Research Problem (MRP) 5 Survey Method 6 Sampling Frame 6 Total Sample Size 6 Market Research Objectives (MRO’s) 7 6. Detailed Findings 10 Research Component 1 10 Research Question 1 10 Research Question 2 10 Research Question 3 12 Research Component 2 13 Research Question 4 13 Research Question 5 16 Research Component 3 17 Research Question 6 17 Research Question 7 19 Research Question 8 20
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