Advertising Research Brief
Due Date 12 October 2016
Claudi van der Merwe
Section 1
Yes, I believe that Cell C researched their target market before they decided to rebrand and reposition themselves. They did primary and secondary research. Primary research is the information gathered for the first time. They saw that they have 8,2 million subscribers and 552 Facebook friends. The company started in 2001 and was initially rooted in the townships. But they realized that there is a more wealthy market out there. And they need them in order for them to grow as a business.
So after 10 years they decided to rebrand and to be present in the current market. Their research lead them to realize that in order to reach their goal they had to make a massive adaptation and achieve fresh thinking within the business. The needs and wants of the consumers were apparent to them. The research also pointed out that Cell C had failed to look after the data market and the …show more content…
Cell C made that extra leap of following up – building consumer trust. With this campaign Cell C received 80 000 amazing hits. They delivered on what they had promised to their clients.
To evaluate the effectiveness of the rebrand as a whole I would use qualitative research and not quantitative research. The qualitative research method explores the actual reasons for the consumer behaviour, in other words, are the consumers responding well to the strategy used for the rebranding and also why. Tools to use include observing and in-depth interviews with people using Cell C.
Interaction with the actual consumers would be the only way of finding out if it was effective because Cell C’s whole idea is to communicate more.
Lastly I would do focus groups to get face-to-face response on the rebranding and campaign of Cell C and also do survey research through social
Due Date 12 October 2016
Claudi van der Merwe
Section 1
Yes, I believe that Cell C researched their target market before they decided to rebrand and reposition themselves. They did primary and secondary research. Primary research is the information gathered for the first time. They saw that they have 8,2 million subscribers and 552 Facebook friends. The company started in 2001 and was initially rooted in the townships. But they realized that there is a more wealthy market out there. And they need them in order for them to grow as a business.
So after 10 years they decided to rebrand and to be present in the current market. Their research lead them to realize that in order to reach their goal they had to make a massive adaptation and achieve fresh thinking within the business. The needs and wants of the consumers were apparent to them. The research also pointed out that Cell C had failed to look after the data market and the …show more content…
Cell C made that extra leap of following up – building consumer trust. With this campaign Cell C received 80 000 amazing hits. They delivered on what they had promised to their clients.
To evaluate the effectiveness of the rebrand as a whole I would use qualitative research and not quantitative research. The qualitative research method explores the actual reasons for the consumer behaviour, in other words, are the consumers responding well to the strategy used for the rebranding and also why. Tools to use include observing and in-depth interviews with people using Cell C.
Interaction with the actual consumers would be the only way of finding out if it was effective because Cell C’s whole idea is to communicate more.
Lastly I would do focus groups to get face-to-face response on the rebranding and campaign of Cell C and also do survey research through social