write a summary of case study and answer questions.

Case 4.1 Memo from a Researcher56 John Daniel, a researcher at Georgia Metro Research, country. Marketing is divided up into five regional divi- made the following notes about several of his clients to sions in the United States. The five divisions have had you, a newly hired trainee who had just graduated from total autonomy over their advertising though all of them college. have used television advertising almost exclusively. Each division has tried several different television ad cam- Client A is a consumer packaged goods manufacturer with a well-established brand name. The client has focused on man- paigns and some were thought to be successful and others ufacturing and distribution for years while the marketing the ad expenditures. A new marketing VP now wants to not as successful but no one had ever formally evaluated program has been set on "auto pilot." All had worked fine evaluate the advertising. She's interested in knowing not though there was a hint of emerging problems when, in the preceding year, market share had fallen slightly. Now, our only the sales of the client's products sold during the different campaigns but also what happened to sales of client has just reviewed the current market share report and competitors' brands. In this case, the client needs us to notices that over the previous twelve months their share has gradually eroded 15%. When market share falls, clients are describe sales by SKU in the client's product category for eager to leam why and to take corrective action. In these each television market and for each time period associ- situations we know immediately the problem is that we don't ated with each ad campaign. What research design do you know what the problem is: There are many possible causes recommend? Finally, Client C is in a very competitive category with for this slippage. We need to determine the research design equal market share of the top three brands. Our client is needed Secondly, Client B is a manufacturer of several baked convinced that they have changed every marketing-mix goods products sold in grocery stores throughout the variable possible except for package design. Since the CASE 4.2 YOUR INTEGRATED CASE 105 three competitive brands are typically displayed side-by- side, they want us to determine what factors of package design (i.e., size, shape, color, texture, and so on) cause an increase in awareness, preference for, and intention to buy the brand. What do you recommend for the appropriate research design? 1. Describe what research design you would recommend for each client 2. For each research design you selected for the three clients, discuss why you believe your choice of design is the correct choice