Marketing Analysis: President Dairy Product Market Study Report

This report presents a market study of the President dairy product, a French brand, aiming to assess its potential for US market penetration. The study is based on an in-depth interview with a consumer in France, exploring their consumption habits, brand loyalty, and purchase influences. The report delves into the consumer's emotional attachment to the product, their purchasing behavior, and the product's role in their daily routine. It also provides insights into payment methods and the product's market share in France. Based on the analysis, the report recommends a unique promotional campaign for the dairy brand President to capture the interest of US consumers. The report concludes that the US market, being health-conscious, could be favorable for the product if given the right marketing approach, supported by secondary research on consumer interest in dairy products.

Running head: MARKET STUDY OF AN EXISTING PRODUCT
Market study of an existing product
Name of the Student
Name of the University
Author’s Note

1MARKET STUDY OF AN EXISTING PRODUCT
Table of Contents
Introduction.................................................................................................................................. 2
Discussion................................................................................................................................... 2
References.................................................................................................................................. 5

2MARKET STUDY OF AN EXISTING PRODUCT
Introduction
An interview is carried out in France, with a chosen product named as President which is
a name of the brand of Dairy product. The interview session is conducted to analyse the present
consumption behaviour in France of this particular product and the chances of market
penetration of such product in the US market.
Discussion
1.1. Your name and home country
1.2. Name of the Person- Emmanuel Macron
Home Country- France
1.3. Product origin- France
1.4. The person is a local from France, who has been consuming this product since last 7years.
After communicating with him I had a clear idea that the person was a loyal consumer. The
person will not change his taste and preferences as he has been relying upon this product from
a very early period of time.
1.5. Marketing oriented insights
What makes the product suitable for Emmanuel Macron?
After communication, it was found that the person was consuming this product since, his
childhood and because of this particular family trait. The person was in favour of this brand. The
fact that he is emotionally attached to this product. Found that there is a presence of emotional
barrier in the mind of the consumer.
Purchasing influence?
The purchasing influence of the product relies on the emotional feeling. Besides, personally
speaking, it was found that the particular brand did not very much attract the consumer os of
taste preference. The consumer was actually in favour of the product because of the emotional
state of mind. When they buy and use the product?

3MARKET STUDY OF AN EXISTING PRODUCT
The product is mostly consumed by the consumer during his office hours as breakfast, it was
part of his daily routine activity. The product is seen as a health-conscious product for the
consumer, and he is very much dependable on such product during the office hour.
How they pay for the product?
The product is purchase mainly from the local shop of the area, and it was found that most
proportion of the consumer's head for POS payment option instead of cash payment.
Marketing penetration of the product?
However, it was found that this particular brand occupies the major proportion of dairy
consumers in France. Most of the consumers are likely in favour of brand President Dairy, which
is a chosen brand of this study.
FIG 1:- Consumption rate of dairy
72% of all generated cow milks is transformed into dairy products for general consumption.
Recommendation
Thus, after proper analysis, it is concluded that the existing product brand of France
which is President, cannot be an excellent product for the US utilizing market penetration. As

4MARKET STUDY OF AN EXISTING PRODUCT
the US market already has their market segment where existing product brand has been
operating smoothly. Market penetration will take a long time to capture the interest of the current
consumers due to the presence of a considerable number of rivals. However, if the promotional
campaign of the dairy brand President is undertaken in a very unique manner, then there is a
chance for the product to be placed in the US market. As the US market is considered to be
very health conscious and the dairy brand President is a health-conscious product, the resulting
prove to be that in spite of various alternative brand the outcome has been successful in
France. SO the market may be favourable for the new product in the US market if given much of
focus in the promotional campaign activity. The country US is selected as the consumer market
of US is also health-centric same or less to some proportion as compared to that of France. The
country US is chosen as the consumption market, as France and US both have a health
conscious trait. Moreover, the cost marketing activity in promotion of a particular product will be
much effective as the major proportion of consumer market relies upon digital platform such as
Television, Internet. However a secondary research was conducted to make sure the interest of
the US citizens towards the dairy product. The secondary research was a composition of 50
respondents from different households comprising mainly of parents, after survey the responses
was in favour of the dairy product.

5MARKET STUDY OF AN EXISTING PRODUCT
References
Dror, D. K., & Allen, L. H. (2014). Dairy product intake in children and adolescents in developed countries:
trends, nutritional contribution, and a review of association with health outcomes. Nutrition
reviews, 72(2), 68-81.
Iqbal, S. Z., Jinap, S., Pirouz, A. A., & Faizal, A. A. (2015). Aflatoxin M1 in milk and dairy products,
occurrence and recent challenges: A review. Trends in Food Science & Technology, 46(1), 110-
119.
Kalinichenko, A. V. (2014). Economic and environmental aspects of the us dairy industry (the Dean Food
case study). Актуальні проблеми економіки, (12), 229-235.