Page 31 - Bord Bia

ROADMAP

STAGE 1

a) Know Your Market
Continued

When you are satisied that an opportunity exists
for your concept, the next step requires moving
forward to primary research. Your objective
here is to build your knowledge of trends &
behaviour shifts amongst consumers in the drinks
market. You need to observe how customers
and consumers are responding to these changes
on-trade and of-trade. You’ll also need to have a
clear concept of the liquid that you want to bring
to market. Later in the research process, when you
have developed your liquid, you will need to check
back in with your consumers and customers to
gauge their response. At this stage, the interaction
will be conversational & observational, but critical.
You need to engage directly with:

Consumers:
These individuals are the end users of your brand
& product i.e. the drinkers.

Customers:
These are the people who distribute, wholesale &
serve your brand & product i.e. pubs/distributors,
and they are signiicant inluencers of consumers.

31