Poppets Questionnaire
The sample I took was mainly from year 11 students and a few adults.
I created the questionnaire by myself and I photocopied it ten times. I then gave 7 sheets to my friends and 3 to adults. I then made a spreadsheet with the results and printed it.
Shop Survey
In this survey I will look at many shops in Stowmarket and see if they sell Poppets, if so I will note the flavours and price.
The reason for this is because I want to know which type of shop sells poppets.
Methodology
- The reason for asking someone if they’re male or female is because different sexes may have different tastes and preferences.
- I asked people for their age because I want to find out which age group buys the most Poppets.
- The reason I asked if they eat sweets is because I want to know if I should value their opinion.
- The reason for asking people how often they eat Poppets is because I want to know see what type of person eats the most Poppets. I also asked this question to see if Poppets advertising is very good.
- The reason I wanted to know what flavours they eat is because I wanted to see what the most popular flavour is.
- I asked where they buy there sweets from because I want to know which store sells the most, this can help me find which store best advertises Poppets.
- I asked people how much money they are willing to spend because I wanted to know how much they value Poppets.
- I asked how often people see Poppets Adverts because I was trying to see if Poppets advertise well.
- I asked people what promotion method tempts them into buying Poppets because I wanted to know what promotion is the most successful so I can suggest this promotion in my Marketing mix.
- I asked what the main weakness of Poppets is so I can suggest remove this in my Marketing mix.
Application Of Marketing mix
The marketing mix consists of the 4 P’s and possibly a 5th P. Price, product, place and promotion, if you include the 5th P then packaging The four P’s is the basics of the marketing mix, although customer services and packaging may be included. All parts of the marketing mix are important although some parts may be more important then others. A business must have a product, which consumers want to purchase and this must be sold, in a place, which the target consumers will use. In addition to this a business must have a price, which is realistically acceptable to the customer. If a business feels a product needs to be promoted and want customers to be attracted to the product they must undertake some promotion.
Price is what the product costs and how much the consumer purchases it for. Price is very important because without it, the consumer wouldn’t know how much it costs and this can lead into the consumer buying the product too cheap or too expensive.
Product is important in the marketing mix because the consumer would want to know what he/she is purchasing and if it is the correct product. Product is the item, which is going to be sold.
Place is where the consumer buys the product from, E.g. a supermarket. The place is also where the product is stored.
Promotion is how the business promotes. The business may promote a product or the actual business itself. The business needs to promote because the business needs to persuade the customer into purchasing the product, the business may do this if it feels the products awareness is not high. If this happens the business should consider the promotion process a success. There are many ways to promote the business e.g. the business may want to introduce special offers, such as bogof (buy one get one free) doing this will be a good form of advertising.
Packaging is sometimes known, as the fifth ‘P’ packaging is important because many products are fragile and some are impossible to carry. The packaging must also be attractive for the consumer in order to sell well.
Product
Product is a service or goods that are sold to an end customer or a commercial customer.
From the data analysis below I have concluded that numerous improvements can be made to Poppets Products. Poppets need new flavours. They currently have cookie, raisin, toffee, and mint cream. These flavours are differentiated as they are targeted at different people with different tastes. My favourite flavour is mint. Poppets in my opinion are in the decline stage of the product life cycle.
Data Analysis
I used the Poppets analyser application above to extract data to import into my coursework. I did this so I can make suggestions for a future marketing strategy.
Product Life cycle
A product life cycle analyses the various parts of a product’s life. All products have a life-cycle.
Key
Introduction – This is the products first appearance
Growth – The product is fairly new, and the public awareness is growing, as is the demand. The sales are increasing.
Maturity – This is when sales are increasing and nearly at the highest point,
Saturation – This is when sales are at the highest point, but the rate of sales is decreasing slowly.
Decline – This is when sales are decreasing and the demand is far fewer.
I think Poppets are here
Sales and Profit
Intro Growth Mat Sat Decline
Time
Product Positioning Map
Richness
Price
Price
Price is the cost of a product or service. No matter how good the product, promotion, packaging is; if the price is not good then the sales will not be satisfactory.
The average price for Poppets is 31p. This is satisfactory price for a box of Poppets. The 31p price tag is quite infuriating as not many people carry an extra 1p in their pocket this can be because it is virtually worthless.
Poppets disastrous period can be blamed on other companies, for example Revels and These companies charge slightly more for their products.
Comparison of Price
Demand Curve
The demand curve shows that the lower the price the higher the demand.
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Demand
Place
Poppets don’t sell very well in supermarkets, compared to cinemas and shops. This can be because people go to supermarkets and cannot find Poppets due to the hopeless promotion methods and that Poppets is generally a small product. If it was a bigger product such as a ladder then it will be more noticeable.
Promotion
The main aims of promotion are to increase public awareness as well as improving sales figures. It is often used when a product or business is doing poorly or not satisfactory.
Payne’s rarely promote their products this could be because they do not have enough money to advertise. However when they do advertise; they advertise on radio and TV.
When they advertise on T.V, the adverts are useless and the message they are trying to get across is that “everybody’s different”. The radio adverts are slightly better and easier to understand and the message they are sending out is Poppets is “The Ultimate Chocolate experience”. They extremely rarely promote on billboards, but they do give out free cameras to people who send packets of Poppets to them.
Packaging
Packaging is used to attract customers.
The packaging shown here is very out of date and boring. It is just a box. It looks very similar to a cigarette box and this can persuade customers to not purchase the product.
Poppets are in need of a new packaging method.
Future Concept of packaging
The packaging used here is very attractive, and very modern. I think a few of these have a lot of potential to be the final packaging for Poppets.
Analysis of Poppets national questionnaire
I will now evaluate the present marketing mix for Poppets.
By looking at the Poppets national questionnaire results I can conclude the following:
Place Questions
50% of all males buy their sweets/chocolates from their local corner shop.
44% of all females buy their sweets/chocolates from their local corner shop.
I can conclude that most people buy their sweets/chocolates from their local corner shop, this can be because the supermarket prices are too expensive and it is quite difficult to find a certain product as there is many items in the store. The local corner shop is also cheaper normally.
This means that Poppets consumers are not eating the Poppets chocolates on a regular basis and this is an area where Poppets can improve on. I can suggest re releasing the product with a new slogan.
Price Questions
43% of all males think 31p for a box of Poppets is average value.
49% of all females with all ages say 31p for a box of Poppets is average value.
This means the majority of people are satisfied with paying 31p for a box of Poppets. This means that this part of the marketing mix does not need to be changed.
Product Questions
55% of males eat Poppets less then once a month, this is an area where Poppets need to work on.
61% of all women eat Poppets less then once a month
35% of all males think raisins is the best flavour for Poppets
38% of all females think raisins is also the best flavour for Poppets
55% of all males think that product is the main strength of Poppets.
58% of all females think that product is the main strength of Poppets.
56% of all males think promotion/advertisements are the main weakness of Poppets.
61% of all females think promotion/advertisements are the main weakness of Poppets.
This means that many people think raisins are the best flavour of Poppets, I recommend Poppets to keep this flavour and improve the flavours of other Poppets favours because the other flavours are not popular with the consumers.
Packaging Questions
46% of all males think Poppets should be sold in bags.
46% of all females think Poppets should be sold in bags.
I think that although the statistics show 46% of people think Poppets should be sold in bags, I think that this is a bad idea as many people like to have the Poppets in there pocket, by using bags there is more space for the Poppets to fall out of the bag and this can be annoying as the customers will have less Poppets.
Promotion Questions
58% of all males have never seen a Poppets advert
64% of all females have never seen a Poppets advert
50% of all males have seen more Poppets adverts on TV then any other place
50% of all females have also seen more Poppets adverts on TV then any other place
45% of all males think that BOGOF is the most persuasive type of promotion.
46% of all females think that BOGOF is the most persuasive type of promotion
This means that the Poppets promotion methods are useless, many people have never seen a Poppets advert. This can be because Poppets rarely produce a Poppets advert and when they do there not very persuasive.
Recommendations
Packaging
I think they should use a different packaging method. For Christmas Payne’s could bring out square Poppets with packaging looking like a present. This would be an attractive item to purchase. I think Payne’s should bring out a huge Poppet in the shape of an Easter egg for Easter as the taste is good but the shape gets boring. This would be an opportunity for Poppets to increase the product life cycle.
Place
I think the best place to position Poppets is near the counter this is because many people are tempted to purchase a product when they are bored.
Promotion
I think Poppets need new advertising methods. Now is a good time to advertise on Billboards. I think billboards are better then any other method because the other methods have major flaws. For example on TV people can channel hop and skip the adverts. I think that Payne’s should endorse a famous person as a promotion method; I think this would be successful because many people try out food as a result of this.
Payne’s should create leaflets and hand them out to customers, they should give out free samples of flavours that are not selling well, Spend more money on adverts that are successful such as radio adverts, and they are also cheaper then other types of adverts such as TV adverts. Payne’s should also use different promotion methods and should consider advertising on billboards, because on T.V people can channel hop, this is another reason not to advertise on TV. Payne’s also should make more Bogof promotions, as this is a very successful type of promotion.
Price
The price of Poppets is good; the analysis shows that most people think it is an average price. But if you look at the competitors then Poppets is fairly cheap because the RRP of its competitors is higher then Poppets.
Product
I recommend Payne’s to bring out more flavours, as there are very few flavours of Poppets.
