Market Research

Project Objectives

Test a drinks concept to provide evidence that the target consumer understands the product and is willing to buy at the set price. The purpose of this research and data will provide strong support for the sell-in presentation and proposition to the UK retail trade. The core range is a sparkling wine blended with natural fruit flavours in a ready-to-drink 200ml sized champagne bottle.

Market segment - Ready to drink cans & bottles - Fruit ciders - Fruit wines - Sparkling wine / Prosecco

Primary target consumers: females aged 21-25 years old, BC1.
Secondary target is both male & female aged 18-25 years old, with a skew towards inner city students.

The research data should measure answers of all drinkers from the following categories: fruit wine, fruit ciders and ready-to-drink cans & bottles.

Expected takeaways: - Willingness to purchase at set price (and how much would they be willing to pay for this?) - Occasion they would drink the product - What would they drink this instead of? - What do they like about the concept? (Colour, Fun, Flavour etc.) - What do they like about the liquid? After trying would they re-buy? How do they rank the product vs comp?

Please provide the following:
• any key considerations from your previous experience and if you have worked on any similar projects and what the outcomes were.
• an itemised budget based on each stage of the brief
• present your quotation on a word/PDF document
• details of your proposed methodology

Project Start Date: Immediate
Project Delivery: Late March at the latest.