You are a marketer working for a company that manufactures c

You are a marketer working for a company that manufactures canned foods. In an essay of at least two pages, describe the function of a test market, the three main kinds of test markets, and how you could use each of them to test your products’ marketability.

Solution

First let us know about canned foods.

In present days, in market we can see different types of canned foods as they are being used by many people as safe and tasty. Example

cheese, butter, honey, mushrooms, canned fish etc.

Test market

Test market is geographical area which is selected for doing some experiment. In this experiment, company release some sample products and limited people or buyers are going to test them, then marketers or researchers take the opinions of buyers.

This is useful to estimate the future demand for the product. If customers required better features, company will modify the product, if customers happy with that product, company will start production process based on demand estimations.

This test market provide the opportunity to the marketers to test their new ideas before going to investment large amount

There are mainly 3 types of test market, those are standard test market, controlled test market and simulated test markets

Standard test market means, company is going to choose some important cities and do experiment with wholesalers and retailers, so that it can get knowledge on sales

Controlled test market means company is doing some experiment by using some contracting company, here contracting company will take the entire responsibility and give the results to main company

Simulated test market means doing experiment in some limited area or laboratory. This is also called laboratory test market

For example

Shopping malls, parks and hotels

In this experiment, company will choose some limited area like shopping mall and ask buyers about product review and show that telecating in television, so that remaining people will understand the importance and features of product

As a marketer, I will use all these methods to promote my product to the market,

1. I will choose major cities like Delhi, Mumbai and kolkatta and do experiment with using famous retailers and wholesalers

2. I will choose better contracting company to do it

3. I will send my people or I will go directly to the famous retailer stores and talk with people and get their opinions about my products