Allergan, Inc., is a global specialty pharmaceutical company. Their product ranges include ophthalmic pharmaceuticals, dermatology products, and neurological products

Research Brief

The aim of the marketing research is for the Stobo Castle to attract more visitors. Through the marketing research the management aims to discover ways of communicating and attracting the B2B and B2C markets. In order to gather the needed information, the marketing team will use both secondary and primary data. The secondary data will come from existing researches and information about B2B and B2C markets. The marketing team will investigate by examining secondary data. The secondary data will provide a starting point for research and offer the advantages of low cost and ready availability.

In order to increase the reliability of the secondary data, the researcher will collect primary data. In order to discover how visitors and target markets feel about the topic in question, the researcher will conduct a series of data-gathering procedures.



Research Methodology

Primary

Primary data will be gathered through surveys, focus group and observational research.

Survey research – surveys are best suited for descriptive research. Stobo Castle can conduct surveys in order to learn the visitors’ and target markets’ knowledge, beliefs, preferences, and satisfaction.
Focus-group research – the researcher can gather six to ten people in order to discuss the services, facilities and amenities of Stobo Castle. The discussion will be facilitated by a skilled moderator.
Observational research – fresh data can be gathered by observing the relevant actors and settings. The researcher can observe the visitors in order to assess the impact of the services and other features of Stobo Castle. The researcher can also go to Stobo Castle’s competitors in order to observe the quality of service and therapies.


Secondary

Secondary data will come from published materials and existing literature regarding the research topic. The internet will be useful in the collection of data regarding the B2B and B2C markets. Published materials such as books and journals are useful in order to assess the characteristics as well as the needs and requirements of the target markets. Secondary research will also aid in the analysis of the developments and characteristics of the spa industry and the competitors of Stobo Castle.



Research Methods for B2B Market

The research method for B2B market will be survey group research and focus group research. The researcher will send mails to the different companies that are near or accessible to Stobo Castle inviting its employees to participate in the survey and focus group. Those that will participate in the survey and focus group will be sent mails explaining the background and the purpose of the survey and focus group.



Research Methods of B2C Market

The data gathering procedure for the B2C market will also involve survey research and focus group research. A survey questionnaire will be given to the guests of Stobo Castle. Some people from the target market segment will also be invited to participate in the focus group discussion.

Sales and Marketing Plan

Mission

The mission of the sales and marketing plan is to increase sales by attracting more consumers and at the same time maintaining the loyal guests of Stobo Castle.



Objectives

The objectives of the sales and marketing plan is to formulate strategies that will help Stobo Castle to attract the B2B and B2C markets.



Strategies

Marketing Mix

Product – the spa is undergoing a series of development in order for it to serve a wider customer base. New amenities and facilities are introduced in order to satisfy the needs and requirements of the consumers.

Price – the diverse packages offered at Stobo Castle is expected to fit every consumers needs and requirements as well as their budgets. The wide arrays of treatments are now more competitively priced.

Place – the location of Stobo Castle is still one of its advantages. The location is private and exclusive, yet accessible.

Process – the services, products and treatments at Stobo Castle are of excellent quality.

People – employment of added staff in order to cater to the needs of a wider customer base. The spa is currently looking for well-trained and experienced beautician. Training and development of the current employees must also be given priority.



Advertising Tool

The objective of the advertising is to convince the consumers that there are packages offered by Stobo Castle that are affordable. The consumers must be convinced that the spa treatments are not for wealthy consumers only. Thus the aim of the advertising campaign of Stobo Castle is to inform and to persuade. Informative advertising can be useful in building primary demand among the target markets. Persuasive advertising is also important in order to build selective demand among the target markets.

Direct Mail
Magazines
Brochures
Internet/Website
Travel Agencies
 

jamescord

MP Guru
Allergan, Inc., is a global specialty pharmaceutical company. Their product ranges include ophthalmic pharmaceuticals, dermatology products, and neurological products

Research Brief

The aim of the marketing research is for the Stobo Castle to attract more visitors. Through the marketing research the management aims to discover ways of communicating and attracting the B2B and B2C markets. In order to gather the needed information, the marketing team will use both secondary and primary data. The secondary data will come from existing researches and information about B2B and B2C markets. The marketing team will investigate by examining secondary data. The secondary data will provide a starting point for research and offer the advantages of low cost and ready availability.

In order to increase the reliability of the secondary data, the researcher will collect primary data. In order to discover how visitors and target markets feel about the topic in question, the researcher will conduct a series of data-gathering procedures.



Research Methodology

Primary

Primary data will be gathered through surveys, focus group and observational research.

Survey research – surveys are best suited for descriptive research. Stobo Castle can conduct surveys in order to learn the visitors’ and target markets’ knowledge, beliefs, preferences, and satisfaction.
Focus-group research – the researcher can gather six to ten people in order to discuss the services, facilities and amenities of Stobo Castle. The discussion will be facilitated by a skilled moderator.
Observational research – fresh data can be gathered by observing the relevant actors and settings. The researcher can observe the visitors in order to assess the impact of the services and other features of Stobo Castle. The researcher can also go to Stobo Castle’s competitors in order to observe the quality of service and therapies.


Secondary

Secondary data will come from published materials and existing literature regarding the research topic. The internet will be useful in the collection of data regarding the B2B and B2C markets. Published materials such as books and journals are useful in order to assess the characteristics as well as the needs and requirements of the target markets. Secondary research will also aid in the analysis of the developments and characteristics of the spa industry and the competitors of Stobo Castle.



Research Methods for B2B Market

The research method for B2B market will be survey group research and focus group research. The researcher will send mails to the different companies that are near or accessible to Stobo Castle inviting its employees to participate in the survey and focus group. Those that will participate in the survey and focus group will be sent mails explaining the background and the purpose of the survey and focus group.



Research Methods of B2C Market

The data gathering procedure for the B2C market will also involve survey research and focus group research. A survey questionnaire will be given to the guests of Stobo Castle. Some people from the target market segment will also be invited to participate in the focus group discussion.

Sales and Marketing Plan

Mission

The mission of the sales and marketing plan is to increase sales by attracting more consumers and at the same time maintaining the loyal guests of Stobo Castle.



Objectives

The objectives of the sales and marketing plan is to formulate strategies that will help Stobo Castle to attract the B2B and B2C markets.



Strategies

Marketing Mix

Product – the spa is undergoing a series of development in order for it to serve a wider customer base. New amenities and facilities are introduced in order to satisfy the needs and requirements of the consumers.

Price – the diverse packages offered at Stobo Castle is expected to fit every consumers needs and requirements as well as their budgets. The wide arrays of treatments are now more competitively priced.

Place – the location of Stobo Castle is still one of its advantages. The location is private and exclusive, yet accessible.

Process – the services, products and treatments at Stobo Castle are of excellent quality.

People – employment of added staff in order to cater to the needs of a wider customer base. The spa is currently looking for well-trained and experienced beautician. Training and development of the current employees must also be given priority.



Advertising Tool

The objective of the advertising is to convince the consumers that there are packages offered by Stobo Castle that are affordable. The consumers must be convinced that the spa treatments are not for wealthy consumers only. Thus the aim of the advertising campaign of Stobo Castle is to inform and to persuade. Informative advertising can be useful in building primary demand among the target markets. Persuasive advertising is also important in order to build selective demand among the target markets.

Direct Mail
Magazines
Brochures
Internet/Website
Travel Agencies

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please check attachment for Report Study on Allergan.
 

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