Marketing Research

Research Environmental/Aerosol Optical Particle Counter

A marketing research proposal


Table of Contents


Marketing Research Proposal

1. Introduction

TSI Inc. was established in Minneapolis/St.Paul, MN in 1958 with a primary mission to serve businesses in particle research & analytical, test & measurement markets. The company dominates in the U.S. and Japan markets yet field offices are presented throughout Europe and Asia. Since that time markets have changed significantly, particularly growing due to the need for advanced filters, bio- and virus protections, new drugs, biofuels, lower engine emissions, which are related to aerosol business area. Major competitors address the needs for measuring materials at sub-micron and nanoscales, where TSI has a range of advantages though continuous innovations and R&D process.

Industrial hygiene ISO standards propose MPPS-based (Most Penetrating Particle Size) efficiency test methods using CPCs (Condensation Particle Counter), DMAs (Differential Mobility Analyzer) and OPCs (Optical Particle Counter). On the market TSI intends to supply OPC for environmental basic and applied research for particle sizing, which is not fully met the market needs. The product is a unique, high-end research instrument but along with its superior performance is its high price. When customers contact TSI for a lower cost product and lower resolution substitute, sales managers cannot satisfy them. Often times customers end up purchasing an OPC product from other competitive companies. To fill this gap, TSI now is considering the possibility to offer two OPCs, which were preliminary introduced to US customers. One of the new OPCs has 8 channels total of equivalent sizing in the range of 0.1 to 10 micrometer with a price of about $10K. The price of more advanced OPC with nanoparticle measuring capabilities is about $25K. Both OPCs is simple, compact, easy-to-use, and easy-to-transport.

A meeting took place recently to discuss the issues with a market entry strategy. Subsequent conversations between TSI and a marketing agency have clarified a scope of research and the following proposal has been produced as a result a written brief.  

2. Objectives

The main goal is “to examine attitudes to the application of OPCs in key aerosol businesses”. This has been broken down into the following objectives:

  1. To identify how OPC is used in customers’ business and the critical-to-quality parameters.
  2. To gather Customer/Non-customer reactions and attitudes towards to the new product line.
  3. To examine a market environment before a product launch.
  4. To determine a promotional platform for the OPC product line.  

Further areas of development in each objective is summarised as follows:

  1. To identify how OPC is used in customers’ business. This objective is focused on the use of OPC in customers’ business through lifecycle of the product. It will establish how many customers have OPC for regular use and more importantly, which parameters are important to meet customers’ needs.
  2. To gather Customer/Non-customer reactions and attitudes. This objective is broadly aimed at introducing the product to new markets and identifying which group of customers will more likely use/benefit from the product results. This should give a measurable indicator of a future quantity as well as price they would pay for the product configuration. It will identify what other competitive instruments are being considered or already used in the business. It will look at the customer spontaneous and prompted awareness regarding new product features and their match to customer’s needs.
  3. To examine a market environment. This objective is directed towards to better understanding of competitive pricing and product features that is important to customers. It will reveal an alternative way of conducting business with substitutes.
  4. To determine a promotional platform. This exploratory objective will aid to discover what appears for the most promising segments for the product line. In parallel it will provide with distribution strategy for reaching these segments.
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The proposed research will be carried out in three stages. The first stage will be aimed to interview existing customers, product specialists and open sources to reveal users’ parameters and any useful information related to the market. The second stage will provide detailed information about attitudes to the product, intended applications and possibilities for the OPCs. This will help to design a questionnaire to be used at a final stage.  

3. Desk Research

Purpose

Secondary research will be aimed to gather information about intended usage and specific technical criteria in key market niches ...

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