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Research Plan

 

This week, we devise the research plan that helps us assess how we will push Llao Llao to Kuala Lumpur, Malaysia. To ensure we have a robust research methodology, we take a two-prong approach:

 

1. Supply side factors - To understand the feasibility of moving into Kuala Lumpur, we will conduct secondary market research via databases such as EuroMonitor and Factiva. 

 

2. Demand side factors - This portion seeks to understand the customer sentiments and views on the Llao Llao brand. To ensure we have a holistic view understanding of Llao Llao's branding, we take a 3 step approach*:

 

*We will try to involve as many Malaysians in Singapore as possible.

Quantitative Analysis:

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To ensure we have a robust coverage, we will launch an online survey to uncover people's perception on Llao Llao's as a brand. The findings will give us a solid foundation on where Llao Llao stands today and what makes it unique in the eyes of its customers.

 

We target to capture the views of 100 respondents across various demographics, with focus on the target customer segment - youths. The findings will be cross-referenced with the qualitative analysis (Focus group).

 

Sample questions include:

 

Brand awareness and familiarity

  1. What is the first company that comes to mind when you think of Frozen Yoghurt?

  2. How familiar are with you the brand Llao Llao?

 

Brand Perception

  1. What 3 single-word adjectives come to mind when you think of Llao Llao?

  2. What is it about Llao Llao that makes you like it so much?

 

Brand Loyalty

  1. When was the last time you had Llao Llao?

  2. Would you recommend Llao Llao to your friend or loved ones? 

Focus Group:

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We will gather a group of about 4 to 6 people to participate in a focus group. Through this, we seek to understand what are their conscious and sub-conscious image of the ‘Llao Llao’ brand, and what really makes them consume Llao Llao's products. 

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The focus group will focus on more open-ended questions such as ways in which they would improve the brand, their views on the success rates of Llao Llao being launched in Kuala Lumpur, Malaysia and what can be better done to push this brand into the KL market.

 

Sample questions include:

 

  • The brand awareness, image and the relationship and feelings that each user has with the Llao Llao brand

  • What are the types/ profiles of people who are the Llao Llao consumers

  • Finalise the target market(s)

  • Purchase behaviours e.g. The time consumers buy and consume it. 

  • What are the ideal locations for Llao Llao outlets.

  • Whether we need to modify the strategy used to introduce Llao Llao in Singapore, when introducing it in Malaysia.

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Blind Test:

 

We will perform a blind test using Llao Llao's frozen yoghurt and that of its local competitors in Singapore - Yami Yoghurt, Yoguru, Red Mango etc.

 

The purpose of this blind test is to understand whether brand loyalty from Llao Llao fans arises due to taste or due to brand image associations. 

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