SOCIOLOGY

Research & Investigative Methods

Abstract

The research proposal is about research & investigation methods. In this report the consultancy is writing a proposal to Kopiko in which we will analyse the market for sweet confectionery in UK , the types of sweet confectionery in UK , the size of the market, growth areas and issues in the market. We will analyse the market drivers and channels to advertise new sweet brands in the UK.

Research & Investigative Methods

Introduction

Kopiko is sold over 55 countries around the world and is one of the world's bestselling coffee sweets. The product is individually wrapped and available in two flavours, 'Cappuccino and coffee'. Each sweet is made using the finest coffee beans specially blended to maintain the enjoyment of real coffee; 4-5 are the equivalent of a shot of espresso. Kopiko UK would like to enhance their brand awareness amongst 16-24 year olds in the UK and would like to establish whether there is a market for their goods in the UK for this brand. They could like to use internet technologies to create and host a digital marketing campaign.

Objectives of the Study

The primary objective of the research study is given below:

To analyse the market for sweet confectionery in UK

To find what types of sweet confectionery are available in UK

Size of market in UK , growth areas and the issues that may become hurdles in the market

Market drivers and channels to advertise new sweet brands in the UK

Literature Review

Confectionery is perceived by consumers as a fun time which is inexpensive and sweet to eat at the same time. The economic crisis has had little impact on the consumption of sweets and chocolates in the UK confectionary market. Manufacturers still focus on innovation and offer new products regularly.

Market For Sweet Confectionery In UK

The market for sweet and savory snacks have seen some changes in recent years, consumers have become more concerned about their overall health. But this doesnot mean that they do not go for confectionary item. In fact, they opt for healthier confectionary items especially if we talk about the target group that we want to go for that are consumers between 16-24 years of age. Between 2004 and 2009 sales of chocolate declined and will continue to as consumers are opting for sweet and savory snacks which are healthier.

Overall, the market for sugar confectionery containing cocoa is doing very well in the UK which gives us a plus point here. Cofees is well liked in UK by the age group we are targeting. These kids are students mostly who need to keep up and active for a longer period of time hence need caffeine which is largely found in coffee.

Types Of Sweet Confectionery In UK

The global economic recession has not slowed the expansion of the UK market for sweet and savory snacks. From 2004 to 2009, the total value of the market grew by 33.5% and sales volume of 10.8%. The fruit snacks segment recorded the highest growth in market volume of ...