Campaign Launch Plan: Market Research on Carrefour's Organic Food

This report presents a comprehensive market research analysis focusing on Carrefour's organic food department in the UAE. It begins by describing Carrefour's organic product offerings and their target market, highlighting the company's commitment to quality and competitive pricing. The report then delves into effective statistical methods, such as factor analysis, cluster analysis, conjoint analysis, multiple regression, and discriminant analysis, alongside relevant technologies like Google Keywords, Questback, Key Survey, and Google Analytics, to gather and analyze market data. A comparative analysis of competitor loyalty programs, particularly those of Whole Foods, is included, followed by suggested loyalty program strategies for Carrefour. The report further identifies suitable metrics for measuring success and proposes data gathering methods. Ultimately, the research aims to provide actionable insights for Carrefour to enhance its market position in the organic food sector within the UAE, leveraging both statistical tools and technological advancements.

Running head: MARKETING RESEARCH
MARKETING RESEARCH
Name of the Student
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Author Note

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Executive Summary
The given report follows a systematized format whereby the different aspects pertaining to the
market research have been provided using the Carrefour’s organic products. The report begins
with an introduction followed by the discussion on the different statistical tools, technologies and
loyalty programs used in the given domain to gain market information. The latter half of the
report has discussed the different metrics which can be adopted by the company to ensure
success in the long run.

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Table of Contents
Introduction......................................................................................................................................3
Description of the product/ service..................................................................................................3
Effective statistical methods............................................................................................................4
Effective technologies to be used....................................................................................................6
Competitor’s loyalty program..........................................................................................................8
Loyalty program..............................................................................................................................9
Suitable metric...............................................................................................................................10
Method of gathering data for the metrics......................................................................................12
Conclusion.....................................................................................................................................13
References......................................................................................................................................14

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Introduction
With the advent of technology, the marketing campaigns and strategies in any
organization have become highly advanced, with different companies attempting to see to it that
they employ the best methods in order to make their products the most popular ones in the
particular market. Hence, there are different statistical and technological tools which are
available and can be utilized in order to make an extensive market research which will be utilized
in order to increase the sales made by the company (Corrigan, Craciun and Powell 2014). The
report will be looking into the functioning of the company Carrefour and concentrate on its
organic food department. The technologies and statistical tools which can be used by the
company will be examined and recommendations shall be provided on the same.
Description of the product/ service
The Carrefour is a supermarket asked in the United Arab Emirates which offers the
different customers with a wide base of exclusive brands which have ultimately gains high
degree of credibility among the different consumers as present in the target market. The
company began its operations with a motive of building a large suite of products which would
have exceeded the expectations of the different consumers. The products are good both in terms
of quality and price. The traceability as offered by the goods are unique in nature. The company
offers a wide range of organic products which are quite good in nature and are comparable to the
leading brands in the market available at competitive prices (Czinkota and Ronkainen 2013). The
different quality prices and safety regulations are strictly followed by the company. The
Carrefour Bio range tends to offer a large base of high quality and organic products to the
different consumers. All these products are sourced b the company from Europe and France with

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their specific certification. Both the online as well as offline stores tend to offer organic food of
different preferences and tastes. The different categories of foods as offered by the company to
the different customers include cereals, jams, pasta, biscuits cans and frozen food.
With the dynamics of the social strata have been changing considerably, the brand
belonging to Carrefour would like to fulfill the demands of the customers by offering them a
healthy and balanced diet which is then available at reasonable prices.
The target market for the selected products are the individuals who are conscious of
health and want to eat healthy products (Goworek, McGoldrick and McGoldrick 2015). The
target markets have a high income and thus due to this they are able to afford good quality
products as well. It is the primary motive of the company to see to it that the needs of the given
target market is fulfilled successfully.
Effective statistical methods
There are various statistical methods which can be used in order to engage in market
research. In the field of market research there has been an emergence of different tools which
help the different users of the system to analyze the market research data which is available
(McDaniel and Gates 2013). The different advanced tools which are available for the market data
and research have individual strengths and weaknesses which tend to imply on the fact that the
use of one or more tool needs to be made in order to ensure effective research.
Factor Analysis

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This is a statistical method which can be used to determine the strongest underlying
dimensions amongst a larger set of inter-correlated variables. The factor analysis may be
collectively used to understand the combination of different aspects, priorities which are crucial
to the consumer group. Hence, by using this tool a company can largely understand the variables
of their actions which are crucial to be the demands of the different customers.
Cluster Analysis
The cluster analysis is a statistical method which can be used in order to group certain
data objects together into clusters and homogenous groups. Any business enterprise may conduct
market research to identify the different customer segments. This makes it easier for the
company to make offerings in the long run and tends to support their resource requirements as
well.
Conjoint Analysis
The co-joint analysis is a method which is used to use statistics in order to distinguish the
manner in which the respondents tend to perceive and analyze the different variables which tend
to form a part of a particular product. For instance, con joint analysis helps a given business to
understand the purchasing decision of the different consumer markets and what their decisions
are generally based on whether the brand recognition, quality, service or other related aspects
(Shukre 2013). This analysis can also help a company to understand if their decisions are based
on something valuable.
Multiple Regression

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The multiple regression method is used to predict the value of a variable which is formed
on the basis on two or different variables. It can shed light on the manner in which sales revenues
might have an impact on the amount which is spent on advertising of the products.
Discriminant Analysis
This kind of statistical analysis can be used to predict membership in a chosen group or a
cluster which is based on the measurement of the different variables. For instance, through this
tool the business can analyze whether the income level is a useful parameter to understand
whether these consumers belong to a particular group.
Presently, big data analysis is being used as a major tool to conduct marketing research.
In big data analysis, past details of the company are harnessed and future predictions can be
made.
Out of the given group of tools used, the factor analysis is a basic tool of statistics which
is generally used by the different food companies who are dealing in the organic products. This
tool helps them to understand the different demands which will be made by the customers and
how this can help them to present the different products in that designated manner (Kotler 2015).
However, the conjoint analysis can be described as an effective tool which can be made use of in
the given situation to understand the decision making variables which determine the different
decisions of the company for buying these organic products.
Effective technologies to be used
Technology has opened a wide variety of options and made the globe a more accessible
place. As a researcher, technology has formed the ability of the customers to access the

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respondents globally which can then be used to process the insights and understand the dynamics
of the respondent (De Mooij 2013). This aspect of the organization will contribute towards better
understanding of the market dynamics. This facility helps the company with a choice to ensure
that they can conduct the different researchers any time and hence, the different advancements in
technology can be incorporated to make the procedure of marketing very clear in nature
(Malhotra and Peterson 2014). The different technological tools which can be used are as
follows:
Google keywords tools
These can be used as a window to analyze the different behaviors of the consumers when
they use the internet to search for the goods and service online (Armstrong et al. 2015). When
the company makes use of the given tool they can easily understand which products are mostly
popular and which ones are not in the given domain.
Quest back
The quest back is a premium service which can be used to fulfill the gap between the
target market and the company. It conducts an in-depth research on the behalf of the company
and provides a feedback accordingly.
Key survey
The key survey is another tool which allows the company to create one`s own
questionnaires which will then be distributed among the various participants and can be used as
an effective tool to gain response.

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Google Analytics
Google Analytics is another tool which is used to conduct market research. It is used to
provide feedback so as to ensure the manner in which the different consumers behave while they
are making use of the website of the chosen company. This helps in understanding of what kind
of products do the customers view for the maximum time frame and how the social media
channels of the respective company be used in order to understand the insights of the different
consumers.
The given technologies can be used considerably in order to understand the demands of
the customers and the type of products which they like to makes use of (Carrefouruae.com.
2018). Using such information, the company can understand which products to stock in the
given segment.
Apart from the given mentioned tools, various other tools which makes use of technology
are used to make market research for the given consumer (Hartley and Claycomb 2013). The
knowledge of the demands as made by the customers can be used effectively for the marketing
campaign. The competitors in the similar industry generally make use of the tool of Google
Analytics in order to research the chosen market effectively and analyze the requirements they
need to fulfill.
Competitor’s loyalty program
The Whole Foods tends to dominate the organic and natural foods niche but the increased
competition has led to an increase in the threats which are present to the given business. The
primary reason why the company has been losing out tends to relate to the increased facilities as

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provided by the different competitors and the loyalty programs. For this reason, the Whole food
company has taken a valued strategy. It has planned to come up with various customer loyalty
programs known as the 365 by Whole foods (Hair Jr and Lukas 2014). The given convenience
focus store tends to offer only the private labelled items of Whole Foods and has automated
mobile checkout options. This tends to assist the company by providing them with cost and time
efficiencies. Another intuitive as taken by the Whole Foods company is that it has begun an
initiative where it is giving out digital coupons to different price conscious shoppers who want to
avail discounts and the only thing which they have to give in return is the download of the Whole
Food mobile app.
Another popular Loyalty program as adopted by them includes the following:
They have conducted a new market test launch program with respect to the new rewards
program for the customers. In this program, the customers can save instantly up to 10% in case
they are the loyalty members and earn rewards. The may also win surprises for shopping in the
selected stores.
Another technique as followed by the company includes providing successful loyalty
programs to the different customers who tend to make repeated purchases at the stores. The
given strategies have proven to be largely successful for the organization (Boone and Kurtz
2013). The given loyalty programs as adopted by Whole Foods can be stated to be quite accurate
in nature and has worked well for various companies around the globe like that of Starbucks.

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Loyalty program
The loyalty program which may be the most suitable for Carrefour and its range of
organic and health food products have been given as follows:
Membership program
The company could start with an effective membership program whereby after paying a
nominal amount of fees, the customers may receive considerable amount of discounts and offers
(Babin and Zikmund 2015). The main incentive which is largely paid to the different customer in
the given scenario includes incentives like free delivery at home, free parking, minimum 25%
discounts, consecutive 10% discounts and other related offers. This program shall go a long way
in helping the customers to increase the sales.
Free product offer
Initially if the customers tend to purchase a certain products in large quantities they can
be offered certain products which are similar in nature for free (Peppers and Rogers 2016). In the
given aspect, the company will be able to successfully ensure that the company makes the other
free products popular in the market and also ensure that it is being able to provide a gift to the
different customers.
Free gifts
In order to ensure that the customers become aware of the organic products being offered
to the given customers, any customer purchasing a general product will be provided with the free

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organic clone of it (Meffert 2013). In this manner the customers will feel valued and also become
aware of the new products by the company.
Suitable metric
The most suitable metrics for the organic food and health products will be as follows:
Traditional Metrics
The traditional metrics tends to concentrate on the traditional measurements of success
like the Sales and revenue earned by the company (Burns, Bush and Sinha 2014). Hence, in this
aspect Carrefour could make use of the following:
Market Share
The Market share metrics will go a long way in helping the firm to understand the
success of its products by ensuring a larger share in the chosen market. If the market share of the
company is quite high, it can be stated that the firm has been fairly successful in its activities
(Xu, Frankwick and Ramirez 2016).It is usually measured in percentage and is a measure of
marketing performance of a firm.
Customer Acquisition Metrics
The different customer acquisition metrics are generally metrics like the Acquisition Rate
and the Acquisition cost.
Acquisition Rate