2nd 2nd

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Q1.1

What are your current communication strategies?

How is the VW UP! Performing as a brand?
Who is your ideal customer for the VW Up!?
Who is currently purchasing VW UP! /?
Who is the main competitor for VW UP!?
Where would your customers purchase the VW UP!?
What is the top reason behind customers not choosing to buy the VW UP!?
What type of customer would interested to buy the VW UP! In the future?
What enhancement or improvements can be made to the VW UP! For it to make an appeal?
How do your prospective customers feel about the features of your vehicle?
How much do you spend advertising and promotions?
What are the weaknesses and strengths if your competition
What type of supply chain do you use?
Who are you’re your competitors’ brands how do they fare in value compared to the VW Up!
What is the annual sales in terms of product count and Rand Value, how do they fare to your
competitors’ financials?
Which form communication is best preferred by your customers?
How where and what purpose would your customers use the VW UP!?
How does the pricing of the VW UP! Compare to the competition’s brands?
What is the level of the sophistication for the ‘entry level vehicle ‘market in South Africa?
Q 1.2

Title

2. Definition of the problem

The Volkswagen group wants to establish why their entry-level vehicle offering the VWUP!
has failed to grow its market share in South Africa ,whilst their competitors seem to be
succeeding in the same market. VW management believe that their Up! Vehicle has the
potential to grow its market .VW wants to understand their target consumers lifestyle,
behaviour, expectations and financial preferences.

3. Background to the problem

The VW Up! Was launched in 2015 its market share has remained stagnant at 8.5% market
share ,despite the fancy, superior car design and specification ,the model has failed to further
increase its share of the relatively small and competitive market.

4. Why the research is necessary

Although the entry level vehicle market is small and very competitive, I believe the VW Up!
Has the potential to grow its market share, if they are be better able to understand the trends,
behaviour and lifestyle of their targeted segment and successfully implement an effective
marketing communications strategy
To the Marketer the research is necessary so they can be able to develop an effective
marketing communications strategy to persuade the young urban drivers to choose the VW
Up! Vehicle, with this in mind the research will provide critical insights with regards to the
communication strategy and communicating plan
To the researcher the research is necessary as consumers will give them information that can
be used from their lifestyle, social and behaviour trends. This helps the researcher to model
assumptions about how consumers of the target market make decisions.

z5. Statement of research objectives

 Establish why the VW UP! Vehicle model has failed to grow its market share in South
Africa
 strengthen existing customer relationships
 grow customer loyalty
 Develop brand trial mechanisms
  create brand adoption mechanisms

6. Use of the information

This information will be useful to the following groups of people or users
 Marketers and salesmen or saleswomen
The findings of the research will help marketers to identify the opportunities that exist
within their target market and assist in establishing a sound marketing communications
strategy.
 Researchers and academics
Researchers will use the findings for their journals and publishing.
 Vehicle financiers
Financiers may use the research to determine the financial needs of prospective
buyers of the VWUP!
 Policy makers and Management of VW
Top managers and production managers can use the information to determine output
and production rates.

7. Target population
 Drivers between the age of 18 years to 30 years, including to be inspiring to be drivers
Both genders male and female
  Motoring and technical experts
 Car dealers around the country
 Banks and financiers

8. Suggested approach
In order to attain the main objectives of developing brand adoption and brand loyalty this
research seeks to identify and assess the current buying patterns of vehicle consumers, from
the consumers and other interested stakeholders
This research will therefore use both qualitative and quantitative data for data collection and
detailed analysis will be provided .
9. Analysis required
The research buyer would want analysis of both qualitative and quantitative data. The
research agency can use both data and theory driven approach to the analysis
The VW UP! Company requires the following statistics analysis;
Segmentation by
 Geographic
 Psychographic
 Socio / cultural
 User behaviour
 Demographic

Up to detail analysis for the 18 to 27 years age group

for all the above segments

Competitor analysis is required for the competitor vehicles in the same category in South
Africa in detail

10. Outputs / Deliverables

 All presentations to be submitted in PDF or PowerPoint format via electronic mail and
sent to Ms Marindire.
 Agencies should produce summarised version of their findings
 Agencies should produce 15 printed copies for the selection panel
 Agencies should present their proposals via projector which will be provided by the
organisation to make sure their proposal soft copies are compatible with internal
software,

11. Liaison arrangements

All correspondence is to be addressed to
Ms Ndangariro P Marindire
 The marketing manager
VW UP!
307 Rose Bank Towers
Randburg

Progress meetings to be done twice a month at the above mentioned address’s boardroom
with management and marketers
Presentation to be done using projector

12. Timing
Proposals to be submitted by the 30th August 2018, by 1500hrs at our offices
25 Sebenza office park, Edenvale.
The company will shortlist the candidate agencies and notify them through email and phone
by 3rd of September 2018.
The agency interviews will be done on the 4 th and 5th September 2018.
Each agency will be given 2 hours for the presentation of their proposal.
The winning agency will be notified on the 10 th of September 2018.
The research buyer has to approve any questionnaires to be used by the agency for fieldwork
interviews by 21st of September 2018.
The research buyer expects the fieldwork to be concluded by 18 th October 2018 to allow for
smooth collation and analysis of data of the findings.
The organisation expects weekly updates of progress from the agency every Thursday by
11am through email or request a meeting before end of day of each Wednesday.

13. Research Budget

The research budget is set at R1,2 million .the research agency is expected to engage a large
and dynamic sample in different geographical areas of South Africa and employ diverse
resources to come up with best and reliable research findings ,therefore this budget is
expected to suffice for the above envisioned costs’.
This budget VAT inclusive provide the Agency can produce a valid South African Revenue
Services (SARS) VAT registration certificate.

14. Format of proposal

15. Selection criteria

Question 1.3
 Name of Research Agency

criteria Weight Kumalo Nationwid Automobile Tshwane

criteria and e Association University
scoring Research Research Research
mark Macdonald centre Institute School
Research
Agency

Is the researcher agency

portray understanding of
the business problem,
do they have knowledge
of the South African
motor vehicle market
and industry, in
particular the entry level
market?
Are the problem and or
research questions
clearly depicted with an
appropriate approach?
Did the agency make
misconceptions or wrong
assumptions?

Is there a framework for

interpretation of the
research findings
suggested by the
researcher?
Is there adequate
description of the study
content?
Is research design able
to produce reliable,
critical and useful
evidence?
Has the research clearly
outlined the
characteristics of the
potential sample?
Has the researcher
demonstrated to be able
to work with proposed
sampling strategy in a
conceivable and credible
manner?
Does the research
agency address the
validity and reliability
problems with the
correct methods?

Are there any limitations

of the research design
noted by the research
agency?

Is the researcher able to

meet the timing
deadlines?
Scoring or weighting criteria key
5= well addressed
4= well addressed but there is room for improvement
3= widely addressed but there are areas of weakness
2= critical weaknesses and fall short of expectations
1= completely unsatisfactory

Question 2.1
Establish perceptions about the quality and maintenance of equipment
I believe the questions are not sufficient to cover the above ,question 5 is asking about how
customers feel about the quality of equipment but there are no questions directly asking about
maintenance of facilities
Measure perceptions about the variety of equipment and fitness session offered
Question 7 does cover partly the objective of the variety of equipment used by customers but
the question itself needs rephrasing to cover why customers use particular equipment instead
of others.
Measure perceptions about the administration and fitness consultants
Question is a well-structured to provide sufficient answers about perception of staff as there is
a scale to measure or rate the members of staff especially question 6
Investigate the need for a salad and coffee bar
The for the salad bar objective from question 11 to 15 are not congruent the the objective they
seem far removed from it, for example the core business of fitness 24/7 is fitness of members
but the questions seem to be sloped towards members being focused more on eating than
fitness
The questions for the salad bar are many and they make it seem as if though the
questionnaire is only about the salad bar, the agency may have to reset their questions.
The filter question does not come out well it needs to be clear on the ‘yes’ or ‘no’ part

In general
Question 2 is set well as it provides the filter, the interviewer will know if the person is
The questionnaire does not sufficiently contribute to the secondary objectives
 The interview its is too long for a intercept interview the agency may need to review and
reduce the number of questions

Question 2.2
Introduction to the intercept questionnaire
Good day.my name is Ndangariro Marindire, I am engaged by Khumalo Research Agency.
We are carrying out a research on behalf of Fitness 24/7. We seek to understand the how the
clients of Fitness 24/7 perceive the gym and its facilities.
You will be complete a questionnaire, this will take approximately 30 minutes to complete in
writing.
The identification will be kept in confidence, the responses that you provide will only be used
for the purpose of the research.
This interview is voluntary you are free to accept or decline it.

Question 2.3
number Question Principle it does not adhere to Rectif
2.3.1 2.3.2
7 Which of the gym facilities do you make use of? Do not make the list of responses Which
Please indicate all the facilities you use so you may too long and be sure they don’t make
tick as many boxes as applicable to your situation. overlap tickin
 Yoga classes
Step classes
Cross fit training
Weights
Spinning classes
Treadmills
Step machines
Squash courts
Swimming pool
Running track

applic
. Body
Cross
. Spinn
Cardio
. Sports

4 How often do you visit the gym? Avoid ambiguous words or How m
Daily response categories such as Daily?
Often ‘often’ or ‘regularly’-especially in 4 days
Seldom response categories Twice
Rarely Once
Twice
Once
9 Please indicate into which income category you fall? Check for “I don’t know “,”no Pleas
Up to R5000 answer”, and “other”. categ
R5000 - R15000 Up to
R15000 - R30000 R5000
R30000 - R45000 R1500
R45000+ R3000
R4500
No an
13 Below is a list of food and drinks that Fitness 24/7 is Check the instructions for each Below
considering for their menu. Which of the following do question, are respondents allowed Fitnes
you believe must be on the menu? only one answer or the allowed menu
Variety of coffees multiple answers. believ
Variety of teas may i
Fruit smoothies you m
Fruit and vegetable juices Variet
Energy drinks Variet
Fresh fruit and vegetables Fruit s
Sandwiches Fruit a
Wraps Energ
Fruit and vegetable salads Fresh
Quiches Sandw
Muffins Wraps
Energy bars Fruit a
Nut and dried fruit packs Quich
Other (Please specify) Muffin
Energ
 Nut an
Other
9 Please indicate into which income category you fall? Numeric ranges presented to
Up to R5000 respondents should be clear
R5000 - R15000 without ambiguity and mutually
R15000 - R30000 exclusive
R30000 - R45000
R45000+
Pleas
categ
Up to
R5000
R1500
R3000
R4500
No an