Caselet / Scenario

Read through the caselet /scenario below and answer questions one to four.

Dove Take care. Be safe.

It all started with a beauty soap bar that grew into a global brand with an extensive

product range. The beauty bar Dove was launched in 1957. With its 3/4 moisturising

cream composition it revolutionises the soap bar industry and sets a new standard in

the personal soap industry.

The product range includes products such as body washes, body lotions, hand lotions,

facial cleansers, deodorants, shampoos, conditioners, and other hair styling products.

Dove products are available in plus minus 87 countries. Unilever is the manufacturer.

Unilever is a company that cares not only about society but also about the planet and

therefore they are actively involved in projects that will have a positive impact on

climate change, inequality, plastic pollution, and a waste-free world. Their aim is to put

an end to the throwaway culture of modern society.

Dove embraces the thinking of putting an end to the throwaway culture. After a series

of brainstorm sessions, they developed their zero waste plan, which will include

several activities that will be implemented over the next few years:

1) 100% recycled bottles/containers for the hair and body products.

2) Use of 100% recycled plastic for the bottles and jars used.

3) Promoting a circular economy where customers will be able to buy refillable

containers for the body washes, lotions and hair products and refill them at refill

stations. The refill stations will be available in most retail stores that stock Dove

products.

4) Aiming to use a minimum of two thirds recyclable packaging by the end of 2025.

The refillable containers and refilling stations are a new concept in South Africa.

Although consumers will be able to (in the long term) save money, they must buy the specific containers at an additional price. Concerns were raised by the marketing team

about the impact of the circular economy concept on customers attitudes and

behaviour. They were concerned that customers might be alienated by the concept

because 1) of the price of the containers, 2) they might buy a competitor product if they

forget their container, and 3) they might buy a competitor product if there is no refilling

station available at their preferred retailer.

They asked the market research team to assist with a market research project to

establish the markets reaction towards the concept. This must include their

understanding, likes, dislikes, and potential behaviour about the concept. The

information will be used to, if necessary, develop a detailed communication strategy that will address all fears and concerns.

As the market research manager, you are tasked to formulate (write) a detailed market

research brief that will be used to brief at least four (4) market research agencies. Make

sure that you cover all the aspects of a market research brief:

1. Introduction

2. The business problem

3. The research problem

4. The research brief

5. Background information

6. Why is the research necessary?

7. Research objectives

8. Use of the information

9. The target audience/population

10. Methodology/Suggested approach

11. Analysis required

12. Deliverables/Outputs

13. Liaison information

14. Timing

15.Research budget

16. Format of the proposal

17. Selection criteria