Exotic smokes: marketing strategy proposal assignment

Cost per survey type is indicated as follows: ??? Phone. Phone surveys can cost anywhere from $5, 000-$15, 000. They typically cost an average of $40 per interview (or person surveyed). ??? However, this per-interview price can increase or decrease according to the success of responses. The fewer the responses, the higher the price. For example, if only 50 percent of the list responds, you’ll pay a little more than $40 per interview. ??? Mail. Surveys via snail mail will run close to the price of phone interviews, usually about $5, 000 to $7, 000 for 200 responses. E-mail. E-mail surveys are becoming more popular because their costs are lower–about $3, 000-$5, 000 (Lee, 2002, para. 34). The recommended survey may be found in Appendix A. Secondary research may also be utilized to identify who makes up the target market, what their needs are, and potential demand for the product. Information may be pulled from organizations such as the American Smoker’s Registry and published reports from credible sources. Other sources include non-profit and government agencies. Sampling Procedure

Sample data for focus group and survey participants may be acquired from cigarette associations and customer lists. Radio advertisements may also be used on popular stations requesting potential participants call a 1-800 line to sign up for participation. The estimated cost for acquiring this information is $15, 000. Plan Deliverables The deliverables for the project include the collection of information that accurately identifies with the target market. Adhering to schedule is key. Final deliverables include a proposed product launch that includes advertising, launch dates, and pricing suggestions.

This proposal identifies suggested methodologies for collecting and interpreting such data, timelines needed to complete the research, ethical considerations that must be addressed in marketing, and the recommended budget to ensure a successful product launch of Exotic Smokes Cigarettes. References Harris, Gardiner. (2009). Flavors banned from cigarettes to deter youth. Retrieved from http://www. nytimes. com/2009/09/23/health/policy/23fda. html Healthcare Packaging. (2010). New FDA regs may prompt cigarette package labeling changes. Retrieved from http://www. healthcarepackaging. com/archives/2010/04/new_fda_regs_may_prompt_cigare. hp Lee, M. Y. (2002). Conducting surveys and focus groups. Retrieved from http://www. entrepreneur. com/article/55680 Peter, J. P. , & Olson, J. C. (2008). Consumer behavior and marketing strategy (8th ed. ). New York, NY: McGraw-Hill. U. S. Food and Drug Administration. (2011). Flavored tobacco product fact sheet. Retrieved from http://www. fda. gov/TobaccoProducts/ProtectingKidsfromTobacco/FlavoredTobacco/ucm183198. htm Appendix A: Representative Consumer Survey Statement of Objective: The purpose of this survey is to identify attitudes and intentions affecting consumer decisions of the target market for flavored cigarettes.

Participants must answer yes to both screening questions before being selected to continue further. Screening Questions Please answer yes or no to the following questions: 1. Do you currently smoke cigarettes? ____ 2. Are you between the ages of 18 and 25 years old? ____ 3. Male or Female? ___ 4. What is your highest level of education? ______ 5. What is your ethnicity? (African American, Hispanic, Caucasian, American Indian, Other) ____________________________________ Affect and Cognition Please answer the following questions. 1. Is the taste of cigarettes important to you? _______???????????????? ______________________________ . Why do you smoke flavored cigarettes? _______________________________________ ____________________________________________________________ ___________ 3. What do you like/dislike about flavored cigarettes? ______________________________ ____________________________________________________________ ___________ 4. How does smoking make you feel? __________________________________________ ____________________________________________________________ ___________ 5. Does your mother or father smoke? __________________________________________ Consumer Behavior 6. What brand/flavor of cigarettes do you typically purchase? ______________________ ____________________________________________________________ ___________ 7. What would influence you to try another brand of flavored cigarettes? _______________ ____________________________________________________________ ____________ Consumer Environment Please circle the appropriate answer. 8. When buying flavored cigarettes, I look for the best deal available in terms of price. Never Rarely Sometimes Most of the Time Always 9. I often use coupons when buying flavored cigarettes. Never Rarely Sometimes Most of the Time Always