Recently Paynes have made an effort to change their image. The packages and they have changed their style and now have a “funky” look to them. From targeting a very broad range of people they have decided to target socio-economic group C1 The lower middle class. They have also made the Poppets range more appealing to children. They have also made the price of Poppets a bit more affordable but unfortunately they have not done this to a large enough extreme.
Data Collection and Analysis
Collection
A questionnaire was designed and distributed. In total 640 people were asked the questions. Asking 640 people I could see trends that run through a greater variety of people. I could not see this with a small amount of people.
The Questionnaire had 15 questions in total. The first three questionsletme to find out where the person was from how old they were and which sex; this will enable me to comment on which sectors of the market I have interviewed. Questions 4, 5, 6 and 7 allowed me to ascertain whether or not the person answering the questionnaire was likely to have heard of the Poppets range or not. Questions 8 to 15 are questions about what the answerer felt about the Poppets range and ways in which it could be improved.
When carrying out the questionnaire I allowed the answerers to have a poppet each and also had an empty box, which they could see and thus comment on. I felt that this was helpful for those people that had not tried the Poppets range before.
Analysis
Below: A graph showing the men and women that bought Poppets
As you can see from the graph more Women than Men eat Poppets. This can help Paynes as they can now see that they should either take advantage of this and centre advertisements around women, This means that the adverts would aim towards woman and would catch their eye quickly, or make the adverts fior men so that more men will buy the product. They can either attract more women or see the gap and attract more men.
Below: A graph showing how many people in each part of the country have heard of Poppets.
As you can see from this graph more people from the south buy and eat Poppets in comparison to the people in the North and Midlands. This is helpful to know as it could aid Paynes in the shipping and distribution of Poppets and also aim advertising to the people who generally live in this area. Although this may be able to help Paynes know how to distribute Poppets this information could be inaccurate. We can take for granted that this survey was taken in the South of England and therefore more people from the South would have been interviewed than people from the North and from the Midlands.
Below: A graph showing how many people prefer each flavour of chocolate.
As you can see from this graph more people enjoy chocolate on its own than chocolates with fillings or extras. This is helpful to know as it could aid Paynes in the development of new Poppets and in development of an all chocolate Poppet. It could save them money as they would not have to spend money on extra ingredients. With this information Paynes could save money but would still have to concentrate on making other choices as well as the margin is very small between the favoured flavours.
As we can see from our results people buy their chocolates from a variety of shops and places. Even though this is true we can see that the local shop and supermarket is the most common place for people to buy their chocolate. This is helpful to know as it could aid Paynes in the shipping and distribution of Poppets. Paynes could concentrate on sending their Poppets to these places and have less of a stock at others such as town centre shops and sports centres. Paynes can therefore market their product in certain places and get the distribution right.
Below: A pie chart showing how many people have heard of Poppets
As we can see from the graph above most people have heard of Poppets. Even though this is true we can see that there is still a large part of the country who have not heard of the Poppets range. This is helpful to know as it could aid Paynes in marketing this product. Paynes could concentrate on advertising more and therefore get more people buying the product. If they were to put more money into advertising and aim Poppets at a certain sector of the market they would increase their sales.
As we can see from the graph people think that Poppets have a price that is between good and average value. There is a large amount of people who think that Poppets are of a very good value but still a greater who think it is of poor and quite a few who think it is of very poor value. This is helpful to know as it could aid Paynes in pricing their products. They can see that their Poppets have not got the best price tag and therefore could make them cheaper buy either cutting down on their profit margins or buy producing packaging or other extras such as web sites cheaper.
Paynes have exploited one aspect of marketing well and it is proven by our questionnaire. They have advertised well on television using memorable catchphrases and funny video clips. This has been backed up by 332 of people who we interviewed who said that they had seen and been affected by these television adverts. All other methods did not have such a great response but this shows that Poppets have either found this out or not shown as much advertising as they used to or are showing none at all to a public who need to be told. Paynes could try putting more adverts in these places and therefore increase awareness.
As shown by our results we can see that the promotion that people want to see is money off Poppets. This backs up the earlier point that Poppets are too expensive and must be put down in price. People seem to want cheap Poppets or more for their money with X% free. This is helpful to know as it could aid Paynes in the pricing and marketing campaigns of their Poppets. Another factor is that people would like a free trial, which means that they want to be able to see if the product is any good before buying it. Paynes can therefore see that they need to let people see they will not be wasting their money before buying Poppets.
Below: A graph showing what packaging people would like to see for Poppets.
We can see from this graph that people are quite divided on what packaging would suit the Poppets range. The current box is the most popular but it seems others do not like this method of packaging. This could tell Paynes that they need to use some variety in their packaging and therefore would keep the public happier. They could gain a larger profit if more people are attracted to the packaging but on the other hand these people may still not buy it and therefore it will be a waster of their money.
After doing market research we have discovered that the public would like to see ceramal and nut flavour Poppets. This could be of use to Paynes as they could use this information to create a new flavour of Poppets so that more and more people will buy them. Paynes could therefore have a flavour that would fill this gap in the market and get more sales.
Above: A pie chart to show the strengths and weaknesses of Poppets.
From these results we can see that Paynes needs to work on price and on where they sell their product. People seem to be aware of the advertising and happy with the flavours and therefore Paynes can see that they need to put more money and research into where they can see their goods and how much to sell it for. I explained earlier about price but getting a key position is vital for a business to succeed. Paynes can sell more at supermarkets and newsagents as researched as the most common place to buy Poppets and try to get their product better known.
Conclusion
To conclude I believe that Paynes have recently made good changes to their marketing strategy. They are targeting new audiences and have given Poppets a new image. However I believe that if they are going to succeed in this area they will have to make the product affordable for this age group or they will not buy them. Paynes should also distribute Poppets into more newsagents and supermarkets where people are going to see them and buy them.
I think that they also need to create a larger diversity in their flavours so that they can compete with companies such as Cadburys and Nestle and maybe even create a whole new, original, product.
