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 Page 3 of 13 @ IMM Graduate School 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. Page 4 of 13 @ IMM Graduate School Question 1 Research always starts with a problem or opportunity or both. Read through the scenario and identify whether it is a problem, opportunity, or both. Motivate your answer. (2) One (1) mark will be awarded for correctly identifying whether it is a problem, opportunity, or both. One (1) mark will be awarded for the correct motivation. Question 2 Research is undertaken to support marketing decisions in an organisation. Read through the scenario and identify the type of marketing decision that the marketing manager needs to make and the required information analysis that will support the decision. (2) One (1) mark will be awarded for correctly identifying the type of marketing decision. One (1) mark will be awarded for correctly identifying the required information analysis. Question 3 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 (as per your study guide). (23) Marks will be allocated for correctly populating the different headings/key elements that need to be included in a detailed market research brief. Question 4 The four research agencies will be required to present their research proposals to a panel consisting of the marketing manager, brand strategist, head of marketing finance, advertising customer executive and market research manager. The panel will evaluate each of the four research proposals using certain criteria to establish which research agency will be appointed to conduct the research. To ensure that the evaluation of the four research proposals is fair, you need to develop a market research proposal evaluation form. You need to cover both market research-specific (a minimum of three) and general criteria (a minimum of two) in your form. (8) Three (3) marks will be awarded for including detailed market research criteria. Two (2) marks will be awarded for including detailed general criteria. Three (3) marks will be awarded for including all the additional information in the form