RMIT International University Vietnam

Subject code: MKTG1418

Subject name: Digital marketing

Location Campus (SGS or HN): Sai Gon campus

Title of assignment: Market research plan

Student name: Nguyen Pham Thien An

Student number: S3818385

Lecture’s name: Nguyen Dinh Tuan

Assignment due date: 24thAugust,2022

Date of Submission: 28/8/2022

Number of pages including this

one:

Word Count: 2,200 words

1.INTRODUCTION AND RESEARCH BACKGROUND

Published in 1993, KIDO Corporation has grown to become one

of Vietnam's top Food & Flavor companies. In its 22-year
existence, the KIDO Group has maintained its dominance in the
confectionery sector across a various range of goods such
sweets, biscuits, and ice cream. Nowadays, KIDO is directing the
ice cream need with 43.5% market stake cited by Euromonitor
and over 30% market stake in cooking oil cited by internal data.
Furthermore, Kido companies created large marketing channel
from North to South of Vietnam, and there are two main kind of
ice creams that KIDO companies are invest on to sell for the
customers, namely Merino and Celano. On the other hand, the ice
cream packaging products in KIDO company are mostly ice
cream tub, ice cream cup, ice lolly, ice cream cone are the most
popular kinds in the main ice cream categories of Kido ice cream
with include different types of ice cream flavors which suitable for
every customer in the different ages. Meanwhile, the colorful and
creative packaging brand designs brings excitement, joyful that
caught the customer for the first sight. With many achievements in
distribution marketing channel, such as supermarkets and retailer
stores in Vietnam. The company want to expand an ice cream
product into the multi-international market in the United Kingdom
to introduce the Vietnamese ice cream products to foreigner
customers in the future to develop the company
2. RESEARCH PROBLEMS, RESEARCH OBJECTIVES AND
QUESTIONS

There are three main points of the research problems.

Furthermore, each research problems will include the different
research objectives and detail questions. Firstly, the ice cream
segment of Kido company will examine the knowledge of
purchase decision in the target customer and the information of
the buyer’s segment. Secondly, Evaluate the direct and indirect
competitors will analyze about the local and international
competitors in the United Kingdom. Thirdly, finding the
communication channels will examine the other communication
channels in marketing which is suitable for foreign customers.

Research problems Research Detail questions

objectives
1.Analyze the ice  Understand  what are critical
cream segment of the purchase criteria that the
Kido decision of customers want to
the customer buy the ice cream
in an products?
international  What is the most
market favorable flavor of ice
cream that the foreign
buyers enjoy the
 most?
 What is the best price
range that encourage
more customers to
pay the products?
 What is the most
attractive packaging
ice cream products of
Kido company than
other international ice
cream brand in other
country?
 Identify the  Which age range
customer’s prefer to buy ice
information of cream product? (18-
the segment 65 years old)
 Which occasions do
the buyers usually/
daily pay the ice
cream product the
most? (Summer,
winter, or spring)

2. Evaluate direct and  Determine the  Which is the famous ice

indirect competitors local cream brand in local
in foreign country competitors and competitors in United
other Kingdom? (
international ice  Which is the other
cream international ice cream
competitors in brand that have the high
other nation that consumption of
also come to sell customers at the United
the same ice Kingdom in the recent
cream product in years?
United States  What is the total income
of local competitors and
other international
competitors in one year
when sell the ice cream
products in United
Kingdom?

3. Find the other  Analyze other  Which is the social

communication communication media that the
channels strategies channels to consumers are following
connect, the most on the
promote and internet?
display ice  Which communication
cream products channels can promote
to the foreign and display the product
 customers easily effectively?

3.A/ RESEARCH DESIGN

the report will be analyzed two research, namely descriptive and

exploratory research. Firstly, identify the customer in an
international market will be exploratory research due to the
information need to find out the marketing customer segmentation
which is about 4 main type of segmentation which is called
geographics, demographics, behavioral and psychographics that
will also include qualitative data and quantitative data because
this source of data can do interview or online survey to determine
the information of the customer and primary data that is also
need to use to do the research survey and interview by each
individuals to ensure that the customer information is correct
rather than using secondary research that cannot estimate the
exact information about marketing customer segmentation in
recent years . Secondly, understand the purchase decision of
target customers is one of the research objectives will be
descriptive research because it is important to find out some
unclear and it don’t have enough information. Furthermore, it will
be using the quantitative research by gathering and analyzing
non-numerical data which can be video, data. On the other side, it
also needs to do the secondary data due to this data that already
have the previous data that concluded by other professional
researchers so that’s the benefit to collect the data from the
psychology behavior of customers field in the marketing. Thirdly,
the other research objectives are about determine the local
competitors and other competitors in the same ice cream product
to display the product in the international market (United Kingdom
ice cream market). This research objectives will be use
exploratory research because it’s need time to explore more
about the competition market in the foreign country. Hence, this
second research objective that can also use the secondary data
when it’s comfortable to do the case studies and reach some
previous research information of different researchers on the
internet to analyze the research objectives and it can use
qualitative data to dig deep into the new insight and information
about local competitors and other competitors in the United
Kingdom ice cream market. Finally, the final research objective is
determined other communication channels to connect with the
customers easily. For these reasons, the last research objective
needs to use both explorative research and descriptive
research due to the explorative research will support to explore
the new knowledge about communication technologies, such as
Facebook, Instagram. Moreover, descriptive research is also
important role to, and it will be using the secondary data to find
out more information in the theory or study case with past
research. Thus, it also uses both qualitative and quantitative data
because the quantitative data from graphs, data. Additionally,
quantitative data also need to be used to do survey and personal
experiment of the customers

3B/ SECONDARY RESEARCH

 CONSUMER TREND:

Figure 1: the figure about an ice cream consumption of buyers

eats ice cream in Britain in 2019
 Figure (2): The figure of buyer’s age eats ice cream from
2008 to 2012

The figure (1) is about the behavioral segment of eating ice cream
of the customers in Britain in 2019 which revealed in the
consumption of ice cream show that mostly Englishman will eat
ice cream in 2 to 3 months or less than one a month at 28.2% and
22.6% more than eat ice cream around 2 or 3 times a week or
once a week as 13.5% and 16.6% in 2019. Additionally, the figure
(2) is also discussed about the ice cream consumption of ages in
United Kingdom that the age range that eat ice cream the most is
around 4 to 10 years old at 12.5 % and 11-18 years old at 7.5%
with 65 years old or over at 7.5 percent are three main columns
have the highest number of people at these ages who ate a lot of
ice cream in 2019
  COMPETITION MARKET TREND

Figure 5: The figure is about the famous international company

about ice cream product in England in 2019

It is clear that Magnum, Ben& Jerry, Haagen Dazes and Carte

Dior are there leading international brand of ice cream with
192% , 106.6% , 80% , 41.6% respectively rather than other
brands in 2009

 LITERATURE TREND:
This marketing segmentation is about consumer’s information
segment of the target market follow the research objectives and
details to determine Geographic, Demographic, Psychographic
and Behavioral in each segment.

Geographic Concentrate on London

capital and Manchester city /
Britain people
Demographic Gender Every
gender
Age 18 years old
to 65 years
old or more
Occupation Students,
worker,
staffs
Income 109.11 GBP
to
181.85GBP
(3.000.000
viet nam
dong to
5.000.000
vietnam
 dong)
Psychographic Lifestyle Healthy
lifestyle
Interest Sweet flavor
of dairy ice
cream
products
Personality Prefer to eat
ice cream
take away
Behavioral Usage Medium and
heavy users
Benefit Makes
sought people feel
happy and
enjoy of
freeze
desserts,
especially
with ice
cream to
reduce hot in
hot weather
Occasions On every
occasion
 (especially in
summer
season)

4.Data collection

There are 4 main communication types which are two data

collection methods, namely

survey questionnaires, In-depth interviews, and observation, and

two communication techniques, namely face-to-face and online
techniques. Firstly, the first research objective is to determine the
customer information using explorative research and use both
qualitative and quantitative data with secondary data that need to
apply the survey questionnaire (unstructured question) which
includes the open-ended questions to analyze the segmentation
of the buyers about the personal information. Secondly, the
second research objective is to examine the purchase decision of
the target customer using descriptive research and use
quantitative data with secondary data that will apply the face-to-
face communication techniques and in-depth interviews
because it will be easy to do personal interviews with an individual
buyer to understand the attitude of the customer when use face to
face communication techniques. Furthermore, in-depth
interviews are an effective method to analyze the attitude of the
buyers when have time to talk and understand deeper about the
specific products in customer’s perspective about the
performance of the products of Kido ice cream product, the quality
of the products whether it is good or bad, the opinion from the
customer. Secondly, the second research objective is evaluating
the direct and indirect competitors in an international market with
explorative research will be use the quantitative data with
secondary data that will apply the observations to see the
competitor information and the customer feedback about both
direct and indirect competitors in an online technique. Thirdly, the
final research objective will analyze the communication channels
to connect, promote and display ice cream products to
international buyers easily with the descriptive research will be
use both qualitative and quantitative data that will also be apply
the survey questionnaire (fixed alternative) with both online
and face to face communication techniques. For these reasons,
the survey questionnaire will use the checklist to let the buyers
can choose more than one answer about communication
techniques, as Facebook, Instagram, and other communication
marketing channels that the buyer willing to use the most to see
the news, display the product in other social media on the
internet. Moreover, using both online and face-to-face will depend
on the situation that makes the customer feel comfortable
because some customers feel please when do survey
questionnaire in online techniques, whereas others think that
doing the survey questionnaire in face to face to techniques.

5.DATA COLLECTION

 POPULATION

The research will concentrate on the population in two big cities in

England are London capital and Manchester city. The population
that needs to focus the most is people at the age of 15 to 65
years old and working with the positions are staffs, employees,
students.

 SAMPLING FRAME

According to the research, the population of London capital is

9,426,000 in 2021 and the population in Manchester city is
2,770,000 in 2021 with the income 53,700 GBP in 2021 and
37,500 GBP in 2021 in annual. However, the salary can change
over time and it’s difficult to collect the specific numbers as a
result, there is no sampling frame in this sample.

 SAMPLING METHOD
There are two types of the sampling methods namely non-
probability method and probability method. However, this
sampling method just only use non-probability method
because not every individual can do the sample so that’s the
reason why choosing the non-probability method is suitable
in this case.
 Method sample 1: Convenient sampling
The sample will use the total population of British
citizens are living at London capital and Manchester city
with the income is around 109.11 GBP to 181.85GBP
(3.000.000 viet nam dong to 5.000.000 vietnam dong).
The research will reach out the foreign community at
the same age in United Kingdom of the target customer
age group from 18 to 65 over years old that will be use
survey questionnaire, especially checklist to do online
techniques platform. On the other hand, the research
will also focus on foreigner relatives and friends who is
studied and lived in London capital and Manchester city
to do the same survey questionnaires techniques with
face-to-face communication techniques
  Method sample 2: Quota sampling
The sample with the total population in London capital
and Manchester city with an average income is around
109.11 pound to 181.85 pound (3 million Vietnam dong
to 5 million Vietnam dong). The research will divide into
two main age groups that the first group will be 18
years old to 35 years old and the second group from 36
to 65 and over. which will use in-depth interview and
survey questionnaire to analyze the attitude of target
market participants and other questions of personal
information by using face to face interview at the
metropolitan, shopping center, walking street.

 PROPOSED AND ACTUAL SAMPLE SIZE

Proposed sample size: The proposed sample size will depend
on the target population in London capital and Manchester
city. For these reasons , the target survey questionnaire is
around 200 and in-depth interview is around 40


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