Assignment:
As the VP of Marketing Development for the TRIAAD Research Group, a full-service marketing research company. your client, Exotic Smokes Cigarette Company, has asked you to prepare a proposal to conduct an in-depth study of consumer behavior that will analyze the market for their new flavored cigarettes using fruit and candy flavors in order to develop marketing strategies that will attract 18 to 25 year old customers. Exotic Smokes Cigarette Company has a 25 million dollar advertising budget for their new product.
Create an outline. Remember that this is only an outline so each section needs to be brief. This outline will provide the structure for the final proposal. Address the following areas in your outline:
Introduction: Research both the competition and current information on flavored cigarettes. Based on your research, what is the current consumer perception of flavored cigarettes?
Project Definition: Based on current information, what marketing strategies would your recommend?
Program Objectives: List the objectives of the study, making sure you explain the connection between the research and marketing strategies and how knowledge structures influence consumer behavior and their decision making process.
Scope: Identify the scope of the research, geographical parameters, customer groups or market segments to be studied. Using research, describe your prime consumer buyer and identify your target market's demographics.