Perfumery de France, which manufactures and sells a range of women’s fragrances worldwide, wishes to develop a new style of packaging for its Michael Cox brand. Innovation packaging is a critical differentiation factor in the perfume market, and this may explain Michael Cox’s fall in market share, as it has been using the same pink bulb-shaped bottle over eight years. Designers have now come up with three new design concepts, but before proceeding with any of this design, the Company requires a program of marketing research to a) determine market awareness and attitude towards the Michael cox brand and existing packaging and b) determine customer and potential customer attitude towards and preferences with regards to the new design concept. Research should initially focus on the European market. The company hopes that answer to such question will help in the successful re-launch of the brand. The company is willing to spend up to $100,000 on the research project.
Task
You are a research executive in a market research agency and have been asked to do the following:
a. Identify appropriate further information that you would require from the company prior to writing a proposal
b. Having made reasonable assumptions regarding the answer to the information required in Question a, produce a proposal to address the research needs of the company.