Nielsen cooperation is a global marketing research firm. This kind of firm as an agency which focuses on helping company to do marketing research. The Nielsen retail panel is selling the useful information to company. In other words, they help company to do investigation and then conduct the marketing information according to company requirements. My targeting product is Lay’s potato chips, which belongs to convenient goods. Currently, there are some serious situation should be paid attention by the manufacture of Lays. According to my research, ‘the growth in cracker sales could hurt the market share of lays chips, which result from the customers look to switch to snacks using healthier ingredients such as high-protein foods, vegetables, and legumes’ (Frito-Lay Dominates U.S. Salty Snacks, But Rising Cracker Sales Could Stall Growth, 2014). So that I think the manufacturer of Lays can buy some data about the changing of customer choosing snacks. Through this information, the Lays can make marketing strategies to save the current situation. For example, adjusting the targeting customers and product position. Which can help company to reduce financial loss and achieve the high profit.
‘GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions’ (About GFK, 2016) The customer panels services means GFK can help company to identify who is your customers and analyze the potential customer behavior. That is really useful for all company want to sell their products. For Lays company, to identify the potential customer will be benefit to company setting products position. As it has been described before, Lays company faced on the situation of sales decreasing. To investigate the potential buyer is necessary for the development of Lays company.
In order to investigate the consumer attitudes towards Lays brand, I will conduct a questionnaire based on the example form other report(see Appendix). As the Lays questionnaire can be showed on below, which consists of 12 questions.
- Do you know the brand of Lays? A: Yes B: No
- What is your attitude toward to Lays products ? ___________________________________
- Have you brought the Lays products? A: Yes B: No
- If yes, Which is your favorite flavor of Lays chips? __________________________________
- If yes, compared with other brands of potato chips, why do you choose Lays_____________
- If yes, did you recommend to your friends to buy Lays chips? A: Yes B: No
- If yes, did you ever thinking about the healthy issues when you brought Lays chips._____________________________________________________________________
- If no, why did you never brought Lays products? ___________________________________
- If no, did you brought other brands of potato chips? A: Yes B: No
- If no, do you want to buy it in the future?_________________________________________
- Which brand of potato chips that you brought?(except Lays chips)_____________________
- Do you have any suggestions for Lays brand?____________________________________
Thank you for your participation!
Bibliography
About GFK. (2016). Retrieved November 15, 2016, from GFK: http://www.gfk.com/about-gfk/about-gfk/
Frito-Lay Dominates U.S. Salty Snacks, But Rising Cracker Sales Could Stall Growth. (2014, July 27). Retrieved November 15, 2016, from Forbes: http://www.forbes.com/sites/greatspeculations/2014/06/27/frito-lay-dominates-u-s-salty-snacks-but-rising-cracker-sales-could-stall-growth/#7cc7e2de274a
Lays Chips logo, Vector Logo of Lays Chips brand free download (eps, ai, png, cdr) formats. (2016). Logo types101.com. Retrieved 14 September 2016, from http://www.logotypes101.com/logo/lays-chips
