Our challenge was to introduce a coffee brand into the Hungarian Market called “all
continents”. This coffee is for a young target group who like experience connected with a
Hungarian image. During our research the following question: Will this launch succeed
in the market that we have chosen?
Therefore, we focused on the existing Hungarian coffee market; it`s consumers, drinking
habits and competitors. To study this we used secondary research, a focus group
interview and prepared a questionnaire.
Firstly, we focused on the consumers. Coffee is a popular product and very frequently
consumed in Hungary. The overall consumption of coffee is increasing as well,
especially young people tend to buy more coffee. Furthermore, the consumption of this
group is still growing.
Secondly, we looked at the drinking habits. Our target group especially liked mixtures
and there is willingness in their attitude towards trying new things. Also, they use coffee
not only for the functional reason to wake up, but also for social reasons and having fun.
Thirdly, we have looked at our competitors. Nescafe represents the spirit of youth by
offering specialties. Segafredo is well known for its dynamism and strength. Tchibo is
the brand that is lively and well known worldwide. Jacobs stands for the harmony of with
variety of flavors. Douwe Egberts has a static image. Omnia is the virtue but is also less
dynamic. Julius Meinl represents just quality but in a static way.
Now we will try to give advise for the launch. There are good reasons, why the
introduction of “all continents” could be successful.
As we just explained, that young people are an important, increasing target group and the
drinking habits are on the way to change, or are already changing. People want to try new
things and drink coffee for a variety of reasons. Furthermore, we see a lack in the
positioning image of the existing competitors. Nescafe is for young, experiential people,
but it is not Hungarian. Brands with a Hungarian image are Douwe Egberts and Omnia.
But their images have gone out of fashion and our target group did not like them. In
conclusion, there is no brand, which has the image of a Hungarian brand for young,
experiential people.
In addition to our research we recommend to consider the analyze of the three remaining
P´s: price, place and promotion.
Table of Contents
1. Executive Summary
2. Problem Definition
3. Research Design
3.1. Secondary Data
3.2. Primary Data
3.3. Sampling and fieldwork
4. Analyzing the Coffee Market in Hungary
4.1. Development of the Coffee Market Over Time
4.2. The Consumers
4.3. The Brands
5. Focus group interview
5.1. Drinking habits
5.2. The brand party of the middle ages
5.3. The innovative game
5.4. What would make you try a new coffee brand?
6. Questionnaire
6.1. Pre-test Arrangement
6.2. Results of the Pre-test
7. Timing and Budgeting
8. Limitations
Research Objectives and Themes
This market study investigates the feasibility of introducing a new, experiential coffee brand called "All Continents" to the Hungarian market. The central research question examines whether the current market environment, characterized by changing consumer drinking habits and a lack of domestically-oriented "experiential" brands, presents a viable opportunity for this product launch.
- Analysis of the current Hungarian coffee market and competitive landscape.
- Evaluation of consumer demographics, coffee drinking habits, and psychographics.
- Assessment of existing brand perceptions and positioning.
- Utilization of primary research (focus groups and questionnaires) to gauge consumer interest in experiential coffee products.
- Formulation of strategic recommendations for product positioning based on gathered data.
Excerpt from the Book
5.1.Drinking habits
The qualitative research of our work was covered by a focus group interview. The aim was to recruit only our target group and to avoid a representative sampling. So we looked for young, experiential people. Most of our respondents make fun-sports, travel often around, hear alterative music and meet people in bars in the evening. For that reason we had nine people who consume coffee to answer the questions, among them there were 2 male and 7 female group members. The interviewed persons were all between 21 and 28 years old and were attending different universities (five people) or were working on different working places and fields (four people: computer science, agriculture and two in pharmacy). They were all Hungarians and the interview was done in their mother tongue. The duration of the focus group interview was two and a half hours.
The first questions were: How often do you drink coffee? Concerning this question the answers were widely spread from “once a day” to “four times a week”.
Summary of Chapters
1. Executive Summary: Provides an overview of the challenge to launch "All Continents" coffee, summarizes the research methodology, and highlights key findings regarding consumer trends and competitive gaps.
2. Problem Definition: Outlines the strategic objective of the company, the product idea, and specifies the core research questions driving the study.
3. Research Design: Describes the mixed-method approach, detailing the usage of secondary data for market trends and primary data collection via focus groups and questionnaires.
4. Analyzing the Coffee Market in Hungary: Investigates the longitudinal development of coffee consumption and segments the market based on consumer needs and existing brand competition.
5. Focus group interview: Details the qualitative findings from young, experiential participants regarding their coffee-related rituals, brand perceptions, and motivation to try new products.
6. Questionnaire: Explains the structure and refinement of the survey instrument, including the results of the pre-test conducted to ensure data validity.
7. Timing and Budgeting: Presents a detailed schedule and cost estimation for the execution of the full research project.
8. Limitations: Reflects on the constraints of the study, specifically the focus on younger demographics and the omission of pricing and distribution variables in the initial research scope.
Keywords
Coffee Market, Hungary, Market Research, Consumer Behavior, Brand Positioning, Experiential Marketing, Qualitative Research, Quantitative Analysis, Focus Group, Questionnaire, Product Launch, Drinking Habits, Competitive Analysis, Coffee Brands, Market Segmentation
Frequently Asked Questions
What is the primary objective of this research?
The main goal is to evaluate the market potential for launching a new, experiential coffee brand named "All Continents" in Hungary by understanding consumer needs and competitive positioning.
Which key topics are covered in the study?
The study covers the Hungarian coffee market structure, consumer demographics, drinking rituals, brand perceptions of existing competitors, and the feasibility of an experience-based product launch.
What methodology was applied to gather data?
The research utilizes a mixed-methods approach, combining secondary market data with primary qualitative research (focus groups) and quantitative research (surveys) to reach a comprehensive conclusion.
What is the central focus of the analysis in the main body?
The main body focuses on evaluating the market environment, analyzing how young consumers perceive current brands like Nescafe, Jacobs, and Tchibo, and testing the willingness of these consumers to adopt an innovative coffee product.
What are the primary characteristics of the target group?
The target group consists of young, experiential, and individualistic people aged 18 to 40 who value coffee not just for its caffeine content, but for the social experience and ritualistic aspects of its consumption.
Which keywords best describe this study?
The study is best characterized by terms such as market analysis, consumer behavior, coffee brand positioning, and experiential product development.
How were the respondents selected for the study?
The respondents for the focus group were selected based on their alignment with the young, experiential target demographic, while the questionnaire survey followed a cluster sampling approach to ensure better representation.
What conclusion was drawn regarding the "All Continents" brand?
The research concludes that the product idea is sound, as there is a clear market demand for experiential products and a notable lack of competitive "Hungarian" brands targeting this specific demographic.
- Quote paper
- Daniel Hess (Author), Magdolna Tokai (Author), Clément Guenebeaud (Author), Sven Halfar (Author), Xavier Micheletti (Author), 2003, Market Study about Coffee, Munich, GRIN Verlag, https://www.grin.com/document/27090
