Chapter 9 RESEARCH DEVELOPMENT

Market Research Place

The ways of how Wall's products are being displayed.

 The displays for Wall's Magnum and other products.

 

The arrangement is usually based on types and flavors.

Walls products usually available at the cold storage department.

Wall's display at grocery shops.

Market Observation



Time	Description

9.00am – 10.00am

This is the time where supermarkets, grocery shops and convenience shops started to open. During this time, there are very few consumers at the locations.

10.30am – 11.30am

Consumers started to come in. in this period, there are less than 8 people as many of them are at school or working place.

12.00pm – 2.00pm

Consumers at supermarkets are more than before. There are about 50 consumers who interested in Wall’s ice cream products. Meanwhile for grocery and convenience shops, there are about 30 consumers who interested. Due to lunch time, most students and workers went to grocery or convenience shops after having their lunch to buy Wall’s ice cream as dessert. The hot weather also encourages them to purchase the products.

2.30pm – 4.30pm

Consumers are getting more in supermarkets. This is the time where many consumers do their shopping. There are about more than 60 consumers who interested with the products. In grocery shops, the sales for Wall’s also increase as students are just finish their class or back from school.

5.00pm – 7.00pm

There are still a lot of consumers who do their shopping during this time. Around more than 60 consumers found interested with Wall’s products.

7.30pm – 9.30pm

This is usually the family time. Consumers normally will bring their kids and children out together to do shopping. Besides that, teenagers also like to go out during this time with their friends. There are about more than 100 consumers who interested in Wall’s during this period of time

Online Survey 

Below is the questions asked in the survey:


1. What is your age?


2. What is your gender?

• Male
• Female

 3. What is your race?
 
• Malay
• Chinese
• Indian
• Other


4. What is your occupation?


5. Do you have any income / allowances?

• RM100-RM300
• RM300-RM500
• RM500-RM1000
• Others


6. Which brands of ice cream do you prefer most?

• Wall’s
• Nestle
• Magnolia
• Baskin Robbins
• King’s
• Others


7. Do you eat Wall’s Magnum ice cream before?

• Yes
• No


8. Do you like to eat Wall’s Magnum?

• Yes
• No
• I never eat before


9. How often do you eat ice cream in a month?

• 0 times
• 2-4 times
• 5-8 times
• 9-10 times
• More than that


10. What do you look at before you buy an ice cream?

• Brand
• Flavors
• Price
• Packaging design
• Shape


11. Where do you normally go to buy an ice cream?

• Supermarkets
• Grocery shops
• Convenience shops
• Ice cream vehicles


12. Do you feel that Magnum is better than other ice creams?

• Yes
• No


13. Do you ever see Wall’s Magnum advertisement before?

• Yes
• No
• Sometimes


14. Why do you eat ice creams?


15. How do you know about Wall’s Magnum?

• Websites
• TV commercials
• Friends
• Family
• Magazines


16. What do you think about Wall’s Magnum?

• Delicious
• Elegant
• Expensive
• Special
• Others


17. Do you think that Wall’s Magnum is bad for health?

• Yes
• No


Below are the answers for all the questions above:

Answer for Question 1:
• 24, 22, 19, 20, 25, 21, 20, 23, 100, 22, 23, 23, 23, 23, 23, 23, 20, 21, 23, 19,26, 26, 22, 24, 23, 21, 23, 19, 19, 20

Answer for Question 2:
A = Male(60%),   B = Female(40%)

Answer for Question 3:
A = Malay (13.33%),   B = Chinese (76.67%),   C = Indian (0%),   D =  Others (0%)

Answer for Question 4:

• 24 of them are students
• Executive Quality Assurance
• Taxi driver
• Businessman
• Temporary teacher
• None

Answer for Question 5:
A = RM100-RM300 (13.33%), B = RM300-RM500 (20.00%),

C = RM500-RM1000 (23.33%), D = Others (43.33%)

Answer for Question 6:
A = Wall’s (34.38%),   B = Nestle (21.88%),   C = Magnolia (3.13%),   D = Baskin Robbins (37.50%),   E = King’s (3.1%),    F = Others (0%)

Answer for Question 7:

A = Yes(84.38%),    B = No(15.63%) 

Answer for Question 8:
A = Yes(65.63%),    B = No(15.63%),    C = I never eat before(18.75%) 

Answer for Question 9: 
A = 0 times, B = 2-4 times(62.50%), C = 5-8 times(18.75%), 
D = 9-10 times(0%),  E = More than that(3.1%)

Answer for Question 10:
A = Brand(16.13%), B = Flavors(58.06%), C = Price(12.90%),
D = Packaging design(12.90%), E = Shape(0%)

Answer for Question 11:
A = Supermarkets(50.00%), B = Grocery shops(9.38%),
C = Convenience shops(37.50%), D = Ice cream vehicles(3.13%)

Answer for Question 12:
A = Yes(28.13%),   B = No(71.88%)

Answer for Question 13:
A = Yes(34.38%),   B = No(25.00%),   C = Sometimes(40.63%)

Answer for Question 14:

• For fun
• Feel like to eat
• Refreshing my mind
• As dessert
• To relieve stress especially during hot weather
• Because it’s tasty
• Environment hot
• Ice creams makes me happy
• Just to enjoy
• Ice cream brightens my day
• I love ice creams so much
• Because I like to eat ice creams
• Cold
• Chilling
• Just for the satisfaction
• Cooling and best eaten after dinner
• For indulgence
• Cause it’s cold
• It’s cool to eat an ice cream
• Just feel like to eat
• I like sweets
• My favourite
• No comment
• Just a feeling to have something cold to make my body won't get hot by the weather.
• Tasty
• Weather is too hot
• Hot weather

Answer for Question 15:
A = Websites(13.33%), B = TV Commercials(53.33%), C = Friends(26.67%),
D = Family(6.67%), E = Magazines(0%)

Answer for Question 16:
A = Delicious(40.63%), B = Elegant(15.63%), C = Expensive(6.25%),
D = Special (9.38%), E = Others(28.13%)

Answer for Question 17:

A = Yes(25.00%),   B = No(75.00%) 


Interview 

Interviews are done through email to the Unilever company. Apparently, they clarify that every information is confidential and private. Below is how the questions are asked and how they reply my email:

1. How does your company making full use of the media for your promotional activities?

2. What is your company current marketing objective?
3.What are your company current promotional strategy and available methods your company   have done in the past with timeline.
4. Is there any graph on Your Product Sales’ History?
5. Who are the stakeholders for your company, which means the primary and secondary stakeholders?
6. What are your company current condition of the marketplace?
7. What are the positives and negatives changes in marketplace of your company?


Email replied by Unilever Malaysia:

From:
"Ahmad, Rozita" Rozita.Ahmad@unilever.com
Add sender to Contacts

To:
jonathanchieng@yahoo.com
Hi Chieng Beng,
You only sent the email late last night, so rightfully you should not expect an answer so soon.
Anyway, out of wanting to help - I have checked with the Wall's team.
They are not able to help as the information you requested below is private & confidential and not for disclosure.
Any info on Wall's that can be shared externally is available at unilever.com.my or Wall's website.

Regards,

Rozita Ahmad

Corporate Relations Manager

Unilever Malaysia & Singapore 

Others 

Others method used to get information for the whole situation analysis is from the Internet. A lot of information and details can be gathered through the websites of Unilever Malaysia company and Wall’s website. Both the websites are always updated with new changes or new products in the market.

The websites for Unilever Malaysia is: http://www.unilever.com.my/

The websites for Wall’s Malaysia is: http://www.walls.com.my/