Final Report Group 3 - ILV2F

Barbara Cea Mark Godrie Alizée Gourhand Maria Martinez Erika Zanchi
MARKETING
RESEARCH
PROJECT
REPORT
TABLE OF CONTENTS
I. INTRODUCTION .................................................................................................................................. 4
1. NEED OF MARKETING RESEARCH .......................................................................................................................... 4
2. DEFINITION OF THE PROBLEM : MAIN QUESTION ..................................................................................................... 5
3. RESEARCH OBJECTIVES....................................................................................................................................... 6
II. RESEARCH DESIGN .............................................................................................................................. 7
III. INFORMATION TYPES AND SOURCES ..................................................................................................... 8

1. COMPANY ...................................................................................................................................................... 8
2. EXPORT COUNTRY ............................................................................................................................................ 8
3. PRODUCT (4PS) ............................................................................................................................................... 9
4. MARKET SIZE................................................................................................................................................. 10
5. COMPETITORS ............................................................................................................................................... 11
6. TARGET GROUP ............................................................................................................................................. 12
IV. METHODS OF ACCESSING DATA .......................................................................................................... 14

1. SECONDARY DATA .......................................................................................................................................... 14
2. PRIMARY DATA .............................................................................................................................................. 14
3. QUESTIONNAIRE ............................................................................................................................................ 15
4. SAMPLE PLAN AND SIZE.................................................................................................................................... 16
5. REPRESENTATIVENESS, RELIABILITY AND VALIDITY................................................................................................... 17
V. RESULTS OF THE SURVEY ................................................................................................................... 19

1. BACKGROUND ............................................................................................................................................... 19
2. RESULTS ON RESEARCH OBJECTIVES ................................................................................................................... 21
VI. CONCLUSION .................................................................................................................................... 30
VII. RECOMMENDATIONS .................................................................................................................... 32
DUTCH RADLER – MARKETING RESEARCH PROJECT

VIII. SOURCES ..................................................................................................................................... 33
IX. APPENDIX......................................................................................................................................... 35
1. APPENDIX – INTERVIEWS WITH AN EXPERT ........................................................................................................... 35
2. APPENDIX- QUESTIONNAIRE ............................................................................................................................. 39
3. APPENDIX- SPSS ........................................................................................................................................... 43
Code book ...................................................................................................................................................... 43
Frequency tables ............................................................................................................................................ 43
Chi Square Test .............................................................................................................................................. 44
Descriptive Statistics ...................................................................................................................................... 46

I. INTRODUCTION
We are a group of 5 students from different parts of Europe. We met during an Erasmus semester at
Hanze University of Applied Sciences. The members of the group come from Spain, Italy and France. We
have been grouped together to investigate the success that a typical Dutch product will have in a foreign
country. We decided to work on lemon-flavored beer and export it to Spain.
Indeed, when we all thought about the subject we all chose the traditional Dutch beer. Like the Germans
and the Belgians, the Dutch are really good brewers. There are many types of beer: fruity, blond, amber,
alcohol free etc... We thought that exporting a flavored beer could be more successful because they are
more and more popular, and customers always need novelty in their choices.
In this report, we explain all the steps we have taken to find out if our product would be a success in
Spain. We reflected on the main problem, our objectives and the information needed for the
development of our project. Then we defined our research design, how we would collect our
information, develop a questionnaire, define a sample, examine the answers obtained and conclude on
the potential success of our product in Spain.
1. NEED OF MARKETING RESEARCH
Marketing research is the process of designing, gathering, analyzing, and reporting information that
may be used to solve a specific marketing problem. (Burns, Veeck, Bush; Marketing research, 2016)
Most companies need to conduct marketing research to launch a new product in a known or foreign
market. Indeed, this marketing research makes it possible to provide information on different areas
(Burns, Veeck, Bush; Marketing research, 2016):
➢ About the selecting target market: in other words, it makes it possible to know the size of the
different market segments, whether it is expanding or declining.
➢ About the product research directly: on the trends expected by customers or existing
companies.
➢ About the pricing research: to know the perceived value of the new product to potential
customers and their reaction. To establish a pricing strategy to position yourself in the market
against the competitor.

➢ About the promotion research: what types of communication strategies will be most
appropriate for our offer in this market, how customers will perceive our brand image and
notoriety
➢ About the distribution research: know where to distribute our product in relation to consumer
behavior and reach our potential customers as much as possible
All this information is not to be overlooked and that is why it is important to do marketing research. The
knowledge of all this information will allow a company to know if its product can work in a certain market
and thus avoid a loss of money.
Marketing research requires time and money. Since we are not alone in the flavored beer market, it is
important for us to conduct marketing research in order to be sure of its effectiveness, but also to know
how to properly enter the market in order to make a profit.
2. DEFINITION OF THE PROBLEM : MAIN QUESTION
The difficulty of exporting our product to Spain is to succeed in a market where many competitors offer
the same type of product. Thus, before exporting our product it is important to analyze the strategy of
our competitors, namely their market share and price.
In addition, Spain is a major brewer. As our product is typically Dutch, the goal will be to make our
consumers choose a foreign beer and take them out of their comfort zone. To this end, our
communication strategy will be major.
➢ The main question then is: What marketing plan will we need to entry the Spanish beer market
and what strategies should we use to promote our product and have benefit from it?

3. RESEARCH OBJECTIVES
In general, research objectives describe what we expect to achieve by a project. They record what types
of information we need to collect in order to solve the main problem. Then these research objectives
are simple questions (or sub questions). They are important for the marketer because they allow the
main research to be conducted. There are different types of research objectives :
❖ The Exploratory Research Objectives: it consists of exploring the market, questions about
competitors, the market or sales. It's a quantitative research. In our case:
o How big is the beer market in Spain?
o Are there any competitors? What is their performance?
❖ The Descriptive Research Objectives: it consists of more qualitative research, on purchasing

behavior for example. In our case:
o How can our potential consumer be like in Spain?
o What kind of beers do the Spaniards drink?
o How can we define the price of our product?
o What way of distribution we need to choose to attain our potential consumer?
❖ And finally, the Causal Research Objectives: which consists in observing the causes and effects,
knowing what the effects of a new product will be on a market. and will allow to know if a
product will be a success or a failure. In our case:
o Would the Spanish beer market accept a Dutch beer?
o How can we export our product in Spain?
For the moment, we already know that the beer market in Spain is a big market. In 2018, the beer
segment generated incomes from 2,961 millions euros.
People spend money to buy beer, but the problem is that Spain has its own brewing companies. Which
means a lot of competitors. The most important competitors that we are going to find in Spain are:
Mahou Clasica, Alhambra Reserva, Cruzcampo, Estrella Galicia, Estrella Damn and also San Miguel.

II. RESEARCH DESIGN
The Research design is a set of advance decisions that make up the master plan specifying the methods
and procedures for collecting and analyzing the needed information. As we have said before there are
3 types of design research or research objectives, but we are going to focus on two of them:
➢ The exploratory research: it makes it possible to define and clarify terms and collect background
information on the research in question. To do this, it has several methods at its disposal: the
secondary data analysis, the experience survey, the case analysis, the focus groups.
➢ The descriptive research: it simply makes it possible to describe marketing phenomena, to

describe the profile of the potential consumer. There are 2 classifications : the cross-sectional
studies and the longitudinal studies.
We chose two different types of research design: the first one is exploratory research. The method we
are going to follow is secondary data analysis. The secondary data analysis is the process of searching
for and interpreting existing information relevant to the research topic. In other words we are going to
interpret existing information relevant to our research. The second one is a descriptive research design
and more concretely a cross-sectional study. A cross-sectional study is generally a sample survey whose
sample is drawn in such a way as to be representative of a specific population. We thought it’s the best
research design method because it is applied to a specific population. We would like to do a sample
survey and ask a hundred people which are part of our potential consumers. During our interview with
Francisco Javier Bravo, he said to us that the survey is a good way to know the consumer preferences.

III. INFORMATION TYPES AND SOURCES
1. COMPANY
We are a little Dutch company called “Dutch Radler” generated in 2018. We sell traditional beer in
Netherlands and our specialty is the lemon-flavored beer. We are 5 students from different parts of
Europe and we met together during an Erasmus Semester. We decided to create our business because
of our same interest of the beer.
For the moment we sell our product in the entire country of Netherlands in shops and bar. Our goal is
to gradually conquer the European market by exporting our beer to Spain, France or Italy for example.
2. EXPORT COUNTRY
We chose to export our product in Spain. In this country you can consume beer in two ways:
supermarkets or bars and pubs. So, one of the reasons to export there our beer is that in Spain are
280,000 bars (one for every 165 people, the highest ratio in the European Union).
In fact, Spain is a big consumer of beer, the 12th largest beer drink country in the world with
approximately 84,8 liters per capita per year.
Figure 1 : Beer consumption per capita

3. PRODUCT (4PS)
➢ Our product: is an extraordinarily refreshing white beer with lemon aromas. It’s a beer with 2,5%
of alcohol. The result is a subtle, refreshing and fruity blend that will satisfy all beer lovers.
➢ The price for our beer is between 2 and 2,5 euros per liter. You can find it in the form of a can
or bottle of 33 cl.
➢ To distribute our product in Spain, we would like to use the B to C (Business to Consumer) way.
The majority of beers are sold on-trade with 64% (as you can see in the figure below).
Figure 2: Trade sector of beer in Spain
On-trade sector: Beer sales through (licensed) pubs, clubs, bars, restaurants, etc., also called the
hospitality sector
Off-trade sector: Beer sales through wholesale and retail (shops, supermarkets and other outlets)
Because of that, we would like to sell our product in bars, restaurants or cafes. In addition, as you can
see from the document below, beer sales and consumption depend on the regions of Spain. Therefore,
we will export our products to the big cities of Spain like Madrid, Barcelona, Sevilla, Valencia or Bilbao,
by developing our actions in the Central-Southern regions, Andalusia and Central Spain which consume
more beer.

Figure 3: Sales of beer divided by geographical area
➢ For our promotion strategy, we will use different types of communication but the most
important will be the advertising via multiple media as the television, the radio and also the
advertising display. We will use the out of media advertising through a digital communication
like social media.
Then, we will probably do events and partnership in Spain to develop our visibility and notoriety directly
on the territory. As Marverine Cole advised us, for the launch of our product, the whole team will go to
Spain to promote in the major cities of Spain.
4. MARKET SIZE
Spain is a major player in the European and global beer market. It’s also important for their economy, it
represents around 324,24 millions euros of excise duty revenues in 2016.
First of all, the beer production in Spain in 2017 was around 37,621 hectoliters. Beer production has
increased sharply in recent years. Indeed, it increased by 15% between 2013 and 2017.
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Figure 4: Evolution of beer production since 2007
Spain is the 4th largest beer producing country in Europe after Germany (94, 957 hl), the United
Kingdom (43,734 hl) and Poland (41,369 hl). In world production, Spain is at the 11th position.
In terms of beer consumption, Spain is the third largest country in Europe with 38,634 hl for 2016 behind
Germany (85,532 hl) and United Kingdom (43,731 hl).
For the imports, Spain is the 5th country after United Kingdom, France, Germany and Italy with 4,537 hl
in 2016 which corresponds to 4,339 hl imported intra-EU and 198 hl imported extra-EU. But they
exported only 2,372 hl in 2016 (intra-EU and extra-EU).
There are 471 actives brewers in Spain and 465 microbreweries (“a microbrewery has a production
lower than 1,000 HL per year”). And it corresponds of a total of 5,900 millions of direct employment in
2016.
5. COMPETITORS
Our principal competitors are the three biggest producers of beer in Spain: Group Mahou-San Miguel,
Group Heineken and Group Damm.
This groups have also beer flavored with lemon, the most famous are: Mahou Radler, San Miguel Radler,
Amstel Radler and Cruzcampo Radler. You can buy these brands in most of the supermarkets in Spain
and in most of the pubs or bars.
We have a large competition in this sector, but there is also a big target group and the market is still
expanding every year since 2013 as you can see in Figure 3 so we think that this is a potential market
for us because of the constant expansion and the wide consumption of beer in Spain.
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Figure 5: Beer production in Spain 2017
6. TARGET GROUP
Our target group is quite large because our product is for everyone who likes flavored beer. So, our
target is all people who like beer from 18 years old (legal drinking age).
As we have said before our core target is going to be young people (18 to 35 years old) because we
think that youth usually find beer to strong and that is the main reason why consumption is lower than
the other age groups. Our beer tastes softly and with less alcohol because we include the lemon flavor.
So, we hope that the consumption of beer in our core group increases and that will give us an advantage
from our competitors because they are more focused on the other age groups.
In addition to that, when we interviewed Louis Martinez, he confirmed our opinion about the target
group and said that our beer is exactly the type of beer liked by the young people.
Figure 6: Beer drinkers in Spain
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On Figure 7, we can see that men (represented in blue) are more likely to consume beer. However, since
our product is a flavored beer and therefore less strong and sweeter, we predict that the consumption
of beer by women will increase.
Figure 7: Beverage consumers at least once a month
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IV. METHODS OF ACCESSING DATA
1. SECONDARY DATA
To gather all the information that we require to carry on our project we are going to use secondary data
trying as many sources as possible. This means that we are going to search information in different
languages because our group is compound by three different nationalities. But of course, the most
important data is going to be the sources in Spanish.
First of all, we are going to search in the Spanish Statistical Office (INE) to find relevant information
about this country and the beer. Also, we will use Eurostat another statistical source of information
controlled by the European Commission Consumer. Finally, we will check Barometer with Google in
order to complete our study. We decided to use secondary data because it is inexpensive and we can
search information in quick way.
2. PRIMARY DATA
Once we have collected the secondary data that was required to collect information regarding our
research, we are going to start with the recompilation of primary data.
To reach the primary data we have developed a questionnaire and five different experience surveys.
We are going to do a fully computerized survey, an online questionnaire via social networks like
Facebook, Instagram or Twitter because our target group is a young population. Also, if we share our
survey on social networks it will cost us less money than if we decide to do our survey over the phone.
We know that people in Spain use a lot of Internet.
Figure 8: Do people use the internet for personal purposes?
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We can also use our contacts because we have Spanish people in our team who can be a force for our
good presence in the country.
3. QUESTIONNAIRE
We did our questionnaire through Google Forms because it is free and easy to use. The outcome that
we wanted to get with the questionnaire is the following:
✓ With the first four questions, we want to introduce themselves into the survey and to know if
the participant belongs to our target group because, if not, the questionnaire should be
finished.
✓ Questions 5 and 6 are referred to the consumption of the Product. We want to know if our
potential customers are familiarized with beer.
✓ Questions 7 and 8 give us more detailed information about consumption habits and how they
influence the buyers. Also, these two questions give us further information on how to Place our
beer.
✓ In the following two questions (9 and 10) we want to know more about our competitors, what
is going to be our biggest competitor and what are the things that people like the most of them.
Also, in question 13 we will get a general idea about the product that could be substitutes of
beer.
✓ We are going to export a flavored beer of 50 cl, so we want to know if it is the right size for the
market and how much money customers will be willing to pay. So, question 11 and 12 will solve
our doubts.
✓ Questions 14, 15 and 16 are about consumers acknowledge and likeness of our product. This is
very important for the Positioning of “Dutch Radler”.
✓ We want to get people to know our product so we need information about how can we Promote
it. The answers will be given in questions 17 and 18.
✓ Two last questions are just to conclude our survey and to see if with the information given
consumers will buy our flavored beer.
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4. SAMPLE PLAN AND SIZE
As we have said many times before our target group is people aged from 18 to 35 years old and the
principal reason was because we belong to that target group.
The questions that we asked in our questionnaire are going to determinate the way we will introduce
our product in the market.
We are going to use a simple random sampling to ask a representative part of our target group because
is the easiest and simpler way to gather data. We will put our questionnaire in social media, more
specifically in the Instagram of one of the members of the group (Barbara).
We estimate that only 12% of the people asked will respond to the questionnaire, so we will ask around
1300 people to be sure that we get at least a hundred responses. We know that 1300 is a lot of people
but we are confident we will reach that number because Barbara is a public figure with around 12.000
followers. The main followers are precisely members of our target group, so we hope that we can keep
valued information.
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5. REPRESENTATIVENESS, RELIABILITY AND VALIDITY
➢ Representativeness:
The survey was completed successfully, with a total amount of 374 people answering, out of those, 250
like beer, so we have a representative sample of 250 people.
To make sure that the respondents were members of our target group we asked two screening
questions. Our target group is composed by people from 18 to 35 years old that likes beer, therefore
the screening questions are represented as it follows:
Graph 1: How old are you?
This graph represents the age of the people that have done our questionnaire. First, you can see that,
73,8% of the respondents belong to our target group. Also, there is a group of respondents that are less
than 18 years old this is not a part of our target group but they represent a valuable input to our study
because this group is mainly composed by respondents aged between 16 and 17 so we decided to take
into account their responses since they will be part of our target group in the near future and also
because flavored and less alcoholic beer is usually more accepted by new beer drinkers. Therefore, the
only two groups that are not allowed to continue with the questionnaire are people aged between 36
and 50 years old and people with more than 50 years old (we didn't have any participant representing
this group).
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Graph 2: Do you like beer?
The second screening question was to know if our respondents liked beer or not. Of course, if they didn't
they were out of the questionnaire. After the first screening question we have left 372 participants
which means that only two people were more than 35 years old. In this case the second screening
question left 122 people out of the questionnaire (32,8% didn't like beer). There are no more screening
questions during the questionnaire so the total number of respondents is 250.
We can say that our questionnaire is representative because we have 250 people belonging to our
target group so if we consider that we asked 374 people we can see that almost 70% of our respondents
are part of our potential buyers.
➢ Reliability :
As you are going to see in the results of the questionnaire, respondents answered in a very similar
manner to most of the questions asked, there are no outliers or weird answers given. This means that
our questionnaire is reliable.
➢ Validity
It is very hard to check if every respondent has been completely honest. To increase the security an
honesty of the participants we developed the survey anonymously and trying to not ask embarrassing
or personal questions, instead we have asked simple and direct questions.
When we pre-tested our questionnaire, we listened to all the comments and recommendations so that
our questionnaire would be valid and understandable to respondents. Thus, with the answers obtained,
we measure what we intend to measure.
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V. RESULTS OF THE SURVEY
1. BACKGROUND
To start off our survey, we have done a little introduction in order to let the interviewed know that we
really appreciate their effort, and to make them sure it would not take a lot of their precious time.
After that we start with the warm up questions which are easy questions to know a bit more about our
respondents and to make them feel more comfortable in the following questions of the survey, which
are going to be more focused on our product.
Graph 3: What is your gender?
The first warm up question was about the gender. As we can see in the graph, we have asked more
women (60,43%) than men (39,47%). This make sense because as the INE says, in Spain the number of
females is larger than the number of males. Also this results help us because we believe that woman
are more likely to consume lemon beer this is why we want to give more weight to the opinion of woman
in our questionnaire.
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Graph 4: Indicate your current labor activity
The second question refers to their labor activity. Our beer is for every one regardless their occupation
but since our target group is people aged from 18 to 35 years old the occupations will be mainly students
(92,21%) and employees (6,45%) as it is represented in the graph.
As we have seen before the most repeated age group is between 18 to 25 years old so that explains
why the major part are students. Nevertheless, you can also see in the graph that self-employee or
housewife are present in our target group but they have no influence in our target group because they
represent a very small part of the group (1,35%).
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2. RESULTS ON RESEARCH OBJECTIVES
The next part of our questionnaire involves the most complex analysis to solve different questions
regarding the 4Ps.
➢ The first two questions, we are going to analyze are referred to the consumption of the Product.
We want to know if our potential customers are familiarized with beer.
Graph 5: When was the first time that you tried a beer?
In this graph we can see that in Spain people are used to try beer when they are less than 18 years old
(86,8%). This is another reason why we decided to take into consideration this age group. Only 13,2%
of the people asked have tried beer after they were on the legal drinking age (18 years old). We got to
the conclusion that Spanish people older than 26 have tried a beer for sure with some exceptions (in
our questionnaire only one person tried beer for the first time being more than 35 years old).
Graph 6: How often do you consume beer?
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In relation to this graph it is important to clarify that we have decided to select this possible answers
because people who are still doing the questionnaire like beer, and if they like beer they drink it at least
once a month.
As you can see each of the categories are equally distributed, but there are two groups that represent
a larger percentage: Firstly respondents that drink beer once a week; secondly respondents that drink
beer more than twice a week. That means that beer consumption in Spain is very frequent around 60%
consume beer once a week or more.
➢ The two following questions give us more detailed information about consumption habits and
how they influence the buyers. Also, these two questions give us further information on how to
place our beer.
Graph 7: Where do you usually buy beer?
We can clearly see that Spanish people either buy their beer at bar and restaurants (70%) or at the
supermarkets (29,6%). On the other hand only one of our respondents buy beer on specialized shops
and no one buy beer directly from the productor.
But with any doubt the more impressive result of this graph is that people in Spain rather to have a beer
in bars and restaurants than buying it at supermarkets.
This information is useful for us because it confirms what we have previously set (talking about the
placement of the product).
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Graph 8: How do you usually drink beer?
How do you usually drink beer?

Other 14 5.60%
Watching
TV 33 13.20%
Meetings 79 31.60%
Alone 15 6.0%
With friends 196 78.40%
0.00% 20.00% 40.00% 60.00% 80.00% 100.00%
This question has multiple answers, so we did a frequency table to create the graph. As we can see 196
respondents usually drink beer with friends and probably they do it in bars and restaurants (see Graph
7). The second option with more relevance is drinking beer at meetings this option is highly related to
drinking beer with friends. We can say that drinking beer alone is not a popular thing to do in Spain.
Finally we want to remark that people who selected “Other”, that was an open question, said that they
usually drink beer at parties.
➢ In the Graphs above (Graph 9, Graph 10), we want to know more about our competitors, what
is going to be our biggest competitor and what are the things that people like the most of them.
Also Graph 11, we will get a general idea about the products that could be substitutes of beer.
Graph 9: What is your favorite Spanish beer?
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As we have previously said, with this graph we want to know our competitors. Without any doubt the
biggest rival in the Spanish beer market is “Estrella Galicia” since it holds the biggest market share
(69,6%). In order of importance the two following competitors are “Mahou” (8,8%) and “Cruzcampo”
(6,8%). The rest are less important to us since they represent a very low percentage. Again, it is
important to highlight the “Other” section because they have a considerable percentage (9,6%), and
most of the people who have selected this option write “Desperados” and “1906” beers as their
favorites. Thanks to this question, we discard brands as “Amstel” and “San Miguel” and we have more
attention to brands as “Desperados” and “1906”.
Graph 10: What do you like the most about these brands?
Once we know our more important competitors we want to know what are the things that they like the
most about them. We can see that the only important aspect to our potential buyers is the taste of the
beer. They don´t care about the brand image or the price-quality relation even though they give more
importance to the later. So, we are going to focus on the quality of our beer.
Graph 11: When you are not drinking water, what do you prefer to drink?
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Apart from the competitors, we have other concerns such as if there is any important substitution
products. We also wanted to know with this question how much importance respondents give to beer
in comparison with the others. So, once we have done the graph, we can affirm that the principal
substitution product is Soda (56,8%). The other substitution products, which are wine and “Other”(juice,
coffee…) don´t have importance to our study. We are surprised that only 29,6% have chosen beer so
we are going to try to elevate this number.
We are going to export a flavored beer of 50 cl, so we want to know if it is the right size for the market
and how much money customers will be willing to pay. So, Graphs 12 and 13 will solve our doubts.
Graph 12: What size of beer do you usually drink?
In this graph we can discard the option of selling our beer in recipients of 100 cl. We were going to sell
beer of 50 cl but there are two better options, “Tube” (60,8%) and “Caña” (26%). With this information
we have realized that we should sell our beer in “Tubes” of 33 cl, more than half of the people will
appreciate it.
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Graph 13: How much will you pay for 50 cl of beer?
Our idea was to fix the price in 2 or 2,5 € per 50 cl. Analyzing this graph we can see that the responses
of our participants divert a lot. But anyway, we can conclude that more than 50 %, 64% to be more
precise, will pay between 2€ and 3 €. This results are important but not 100% descriptive because we
have to see where we are selling our beer it is not the same in a small town in the middle of nowhere
than in the center of a big city, but with this results we can see more less what Spanish people want to
pay for one beer.
➢ Graphs 14, 15 and 16 are about consumers acknowledge and likeness of our product. This is
very important for the Positioning of “Dutch Radler”.
Graph 14: Have you ever tried a flavored beer?
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First, we wanted to know if our respondents were familiarized with the type of beer that we are going
to export, so this questions gave us the answer. 91,6% of the people asked have tried lemon beer, which
means that less marketing campaigns should be directed to the introduction of this product into the
consumption habits of the Spanish market, because they already know about our product.
Graph 15: Could you tell us your level of satisfaction of the beer that you tried?
This question was only for those who answered “Yes” to the former question, that means that in this
graph we have only 229 responses. People who tried lemon beer were satisfied or very satisfied
(88,55%), this is good because Spanish people like our type or product which will make easier the
introduction process. This high rate of satisfaction shows us that the amount of population who like
lemon beer is huge and that normally, people are able to prove new things and like new experiences.
Graph 16: Is a common believe that lemon beer is for those who doesn´t really like the bitter taste
of normal beer. What is your opinion?
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We agree with this sentence and we wanted to know if our target group had the same opinion. The
results shows that in general terms (75,6%) the majority of the respondents agree with us while 13,2%
do not. We are satisfied by these results because they confirm our initial hypothesis. This kind of opinion
give us good information about our target group as well as we can try to change this opinion with a good
marketing strategy and with a correct definition of our target group.
➢ We want to get people to know our product so we need information about how can we Promote
it. The answers will be given in Graphs 17 and 18.
Graph 17: What does influence you the most when buying a beer?
What does influence you the most when buying a

beer?
Social media 20 8.70%
Personal iterest 191 83.40%
People´s advice 113 49.30%
Product
presentation 31 13.50%
Press
advertisements
3 1.30%
0.00% 20.00% 40.00% 60.00% 80.00% 100.00%
We have another multiple answers question so we did a frequency table to create the graph. Personal
interest (191 respondents) and people´s advice (113 respondents) are the two variables that influence
the most when buying a beer. People don´t focus on product presentation, press advertisements and
social media. This means that our market campaigns should be impressive and we the main objective
of creating feelings in the buyers, in order to attract this group and to become their preferred brand.
TV advertisements are less important for young people because this generation don't watch so much
television as their fathers, so they give it a minor degree of importance, it is the same with the printed
advertising also new generations have a bad image about printed advertising so I think that we will
dismiss this option.
28

Graph 18: What attribute is the one you pay more attention to?
In this graph you can find represented the attributes to which consumer gives more value. The
differentiation is clear, people care about quality (and therefore origin denomination) and presentation.
And respondents pay less attention to the alcoholic graduation and the brand design. We have a alcohol
graduation of 2,5% that is less than a normal beer, and as we have conclude in graph 10, we are going
to focus on the quality of our beer. As Paolo Ageri said in his interview “quality is the key of the success”.
29

VI. CONCLUSION
Our two last Graphs are just to conclude our survey and to see if with the information given consumers
will buy our flavored beer.
Graph 19: Would you be interested in a typical Dutch beer?
The results are pretty ensuring, because as you can see in green, 86,8% of the people interviewed is
interested in our product. This is the first step to have a successful introduction of our flavored beer. If
a larger percentage of people had said that they won´t be interested, we will not export this product to
Spain.
Graph 20: Why would you choose a beer from The Netherlands?
30

Once we know that people are interested, is useful to know what are the reasons behind their intention
to buy. Analyzing this graph we can see that the majority (85,2%) will try a Dutch beer because they love
trying new things and that is exactly the answer that we expected. The other reasons were friends and
family influence (6,8%) and just for fun (5,6%) that represent a lower amount of respondents so they
are not considered in our conclusions, the same happens with the option of “Fashion”. People is able
and willing to try new things, but our marketing campaign should not be focused on making them try
our beer, it should be focused on implementing the proper measures to make our potential buyers to
be loyal and to consume “Dutch Radler” regularly.
It is important to say that the survey has played a major role in our decision making process, it have
provided valuable information about potential buyers, but also it have change our mind in some aspects
such as the size of the beer that was of 50 cl but after the opinion of the respondents we have decided
to establish a beer of 33 cl. This shows that we take into account the needs and preferences of our
target group.
To conclude about the introduction of our beer, is going to be a success if everything goes as we have
planned. Our target group (18 to 35 years old) is appropriate because the majority will want to try our
product if they have the chance. After our research, we discovered how the beer market was in Spain,
is a big market with a lot of competitors, but as we have analyzed, the main competitor is “Estrella
Galicia”, the other companies are not settled in the market, this fact will favor our introduction into the
Spanish beer market.
31

VII. RECOMMENDATIONS
Of course being new in a market requires constant actions to prevent from being out of the market. The
tensions with the competitors and the external environment can jeopardize our business activity. To
minimize this threat, we have come with a set of recommendations.
First about the product, we have seen that this product is suitable for the market. But in order to
increase potential sales some changes had to be done. Like as we mentioned before changing the size
of our beer. Also, as we have learned throughout our research, we should focus on quality because
people in Spain rather pay more money for a high quality beer.
Secondly, the price of the product should be around 2 or 3 euros because of the research but we have
to consider that now we are selling a beer of 33 cl which is less than we expected, so price should be
closer to 2€. And since our beer is going to be sell to bars and restaurants, we have a low control of the
price.
To continue with, promotion is always an important factor to the success of products. We should
develop sensation marketing instead of ordinary methods such as TV, radio, or social media. The reason
behind the sensation marketing is again due to the preferences of our target group, because if we
remember, at the time of buying a beer they consider their personal interests and people’s advice.
To finish, talking about placement our intention was to sell it in bars and restaurants mainly and after
analyzing the results of the survey we reaffirm our initial idea. Because people is more likely to consume
beer at this place.
32

VIII. SOURCES
▪ Research and Analysis Service. Outsource 2 India
https://www.outsource2india.com/kpo/articles/market-research-importance.asp
▪ Marketing91. Research Objectives - 14 FEB 2018. By Hitesh Bhasin
https://www.marketing91.com/research-objectives/
▪ The Statistics Portal. Beer, Spain” – 2018
https://www.statista.com/outlook/10010000/153/beer/spain?currency=eur#market-revenue
▪ Radiografía de la cerveza en España: el consumo anual equivale a casi 1.380 piscinas olímpicas
- 21 March 2017
https://elpais.com/economia/2017/03/24/actualidad/1490361671_815430.html
▪ Espagne Facile “Les 5 meilleures bières espagnoles sont…” - 28 January 2018
https://www.espagne-facile.com/meilleures-bieres-espagnoles/5368/
▪ El Pais. Drinking habits: is Spain an “alcoholic society”? by Luz Sánchez Mellado - 12 october
2015
https://elpais.com/elpais/2015/10/12/inenglish/1444646611_588822.html
▪ The telegraph. “The surprising countries that consume the most beer per capita” - 3 August
2018 by Oliver Smith
https://www.telegraph.co.uk/travel/maps-and-graphics/beer-consumption-per-capita-countries/
▪ Instituto Nacional de Estadística de España
http://www.ine.es/
33

▪ The brewers of Europe. Beer Statistics - December 2017
https://brewersofeurope.org/uploads/mycms-files/documents/publications/2017/Statistics-201712-
001.pdf
▪ Informe Socioeconomico del sector de la cerveza en Espana – 2017
https://cerveceros.org/uploads/5b30d4612433a__Informe_Cerveceros_2017.pdf
▪ Equinoxmaganize .La cerveza - 2 May 2018
https://www.equinoxmagazine.fr/wp-content/uploads/2018/05/CONSOMMATION-BIÈRE-.png
▪ Consumo de vino: personas adultas, hombres y durante la semana - 05 March 2015
http://www.campogalego.com/es/vina-es/consumo-de-vino-personas-adultas-hombres-y-durante-la-
semana/
▪ Eurostat Statistics. Data base
http://epp.eurostat.ec.europa.eu/portal/page/portal/euro stat/home/
▪ Google Barometer. Consumer barometer
https://www.consumerbarometer.com/en/
▪ Consumer barometer with google. Internet usage rates - 2017
https://www.consumerbarometer.com/en/graph-builder/?question=N1&filter=country:spain
34

IX. APPENDIX
1. APPENDIX – INTERVIEWS WITH AN EXPERT
Paolo Algeri is a beer specialist; he is the owner of “Hop

Skin”, a famous craft brewery in the north of Italy.
He studied at the cooking school for 5 years, then he decided

to attend a course to get a certificate as barman. He decided
to specialize in beer and to produce it himself, with the help
of his brother. In the following years they decided to open a
little craft brewery, drived by the passion in this field. Now
he has more than 7 years of experience in the brewery field
and the novelties never stop. His customer are people from
18 to 40 years old that appreciate craft beer with particular
taste and method of production.
As expert in this sector, Paolo answered some questions about the marketing research project. He thinks
that the survey is a good idea to get a first impression of the market we are going to introduce our
product. We need to know very well our customer’s taste.
The particular flavor of our beer is a good point because, as he tested in this shop, people always need
to try something new that differs from the regular flavors. So he recommend us to introduce the idea
of something new in Spain.
Another important point for him is the quality, that is the key of success. He thinks that people would
be willing to spend a little bit more to buy a really good beer.
35

Luis Martínez Laguna is a professor of the University CEU San Pablo.
He is graduated in Marketing and Commercial Management. He is
specialized in sales and markets segmentation. We consider him an
expert because he has been teaching about this matter for more than
25 years giving lectures at the University to degree and master
students.
When we presented the product to him, he said he had tried many

times a flavored beer specially when he got started into the world of
beer. He asked us “What has your beer in special?” to which we
replied saying that we consider that flavored beer in Spain is not of a
high quality because they focus more on normal beer. Our beer is a
high quality Dutch flavored beer.
When we told him about our target group, he agreed with the segment we have chosen, he said “This
exactly the type of beer (referring to lemon beer) suitable for this group of young people”. He also thinks
that flavored beer is for those who don´t like the bitter taste of normal beer.
When talking about competitors he told us that our exporting idea will be difficult because there are
many competitors in the beer market including another Dutch beer, Heineken (Amstel). Knowing this
background, we should know that is going to be difficult to find a long-term durable spot in the market.
Difficult but not impossible, if we apply the right measures the product will be a success because as he
said new products in the Spanish market tend to be a success. The last sentence confirms what we
already knew about the preference of Spaniards to try new things.
Another interesting point is that he emphasizes the importance of the price. There are many
competitors and we are new in the market, so our brand will have to adapt to the market prices.
Although he thinks the prices we have chosen might be adequate.
His last concern was about the quality of our beer and how this fact could affect our prices. He said that
to introduce a product in a market the best option is to have lower prices at the beginning and start
increasing prices when we have loyal consumers that knows about our beer quality and they won´t mind
pay a higher price because as we have discovered they care only about quality and taste.
36

Francisco Javier Bravo is graduate on Business administration and he
have a master on directional marketing and business communication
by the university of Valencia, he works as marketing leader in the
Spanish beer company “Cerveses Lluna”, this company is an artisan
beer company in Valencia.
As a worker in this sector he knows a lot about the competitors, how

the market works and the different target groups, so he answered
some questions about the marketing research project.
He said to us that the survey is a good way to know the consumer

preferences, and that our target group is fine, but we should not focus just on that target group but
expand this idea to all the population. He thinks that we have a great opportunity in the Spanish market
because of the amount of tourists who visit Spain every year, he also said that we can focus our product
as a “gourmet” product so we can reach more audience an increase our sales.
Gwen Conley is an international beer expert who studied

Chemistry and Microbiology, to end up holding the position of
Brewery Production and Quality Assurance at Port Brewing/The
Lost Abbey in San Marcos California.
She is a veteran judge in the World Beer Cup, which as she says,
can give us a huge positioning if we make a good ranking. When
asked about some advice, Mrs Conley told us to start building
bridges with restaurants, so quality food and quality beer are
linked; in fact, she has a book coming out soon “Beer Pairing: The
Essential Guide from the Pairing Pros”.
She really encouraged us to introduce our new beer in the Spanish market, but she said, “fresh beer is
great, aged beer is better”, which made us think about the longevity of our product, to discuss in further
meetings.
To end up, we asked her about her favorite Spanish beer, and she said that Sierra Nevada, in the South
of Spain, still has secrets she has to discover.
37

Our last interviewed expert is Marverine Cole, a journalist,
broadcaster, and beer expert recognized by the British Beer
Academy. Marverine loves drinking beer: she's one of the UK's
leading female experts on it, she's a member of the British Guild
of Beer Writers, and she's a qualified Beer Sommelier.
When she was asked about advice for our product, we got,
surprisingly, a similar response of Mrs Conley: developing beer and
food matching events, as well as hosting corporate and consumer
events for pubs & breweries. She believes that the mental
association of beer and a definite type of food, will increase the
excitement of a person to consume that particular beer when he
or she thinks about that food.
Also, she told us to move our team through Spain, this meaning, to do interviews, to do publicity actions
within the big cities… And also, to promote that our team is, at the moment, composed mainly by girls.
She really wants more women to get into beer: “I urge many more women to try beer if they never
have. It’s a healthy drink – full of B vitamins and minerals, there's not fat or cholesterol in beer.”
38

2. APPENDIX- QUESTIONNAIRE
Hello,
We are a new company from the Netherlands called “Dutch Radler”. We are going to export our product
in Spain : an extraordinarily refreshing white beer with lemon aromas.
We would like you to respond a few questions to learn more about your habits and your expectations
about our product. With your help, we can adapt our offer to your needs and make your day better!
This questionnaire will only take you 5 minutes.
Before starting the questionnaire, we want to let you know that we highly appreciate your participation
and that all of the information and answers given will be under the most strict anonymity and
confidentiality.
Thank you in advance.
Dutch Radler team
______________________________________
First of all, we would like to know more about yourself :
1. What is your gender?
 Male
 Female
2. How old are you?
 Less than 18
 From 18 to 25
 From 26 to 35
 From 36 to 50
 Over 50
Screening question : if you are over 50, you can stop the survey
3. Indicate your current labor activity:
 Housewife
 Employee
 Self-employee
 Student
 Student + partially employee
39

Now, we're going to get to the heart of the matter and ask you a few questions about your drinking
habits and your opinion about beer :
4. Do you like beer ?
 Yes
 No
If No, thank you for your time! You have no need to continue the survey!
5. When was the first time that you tried a beer?
 Less than 18 years old

 Between 18 - 25 years old
 Between 26 - 35 years old
 More than 35 years old
6. How often do you consume beer?
 More than twice a week

 Once a week
 Every two weeks
 Once a month
7. Where do you usually buy beer?
 Bars and restaurants

 Directly from the productor
 Supermarket
 Specialized shops
8. How do you usually drink beer? (More than one answer possible)
 With friends
 Meetings
 Alone
 Watching TV
 Others :
9. What’s your favorite SPANISH beer?
 Mahou
 San Miguel
 Cruzcampo
 Amstel (Heineken)
 Estrella Galicia
 Other :
40

10. What do you like the most about these brands?
 Their brand image

 Their taste
 Their price-quality relation
11. What size of beer do you usually drink?
 Caña (20 cl)

 Tube (33 cl)
 Jar (50 cl)
 Litron (100 cl)
12. How much will you pay for 50 cl of beer?
________________________________
13. When you are not drinking water, what do you prefer to drink?
 Beer
 Wine
 Soda
14. Have you ever tried a flavored beer?
 Yes
 No
15. If you said “yes” to the previous question could you tell us your level of satisfaction of the beer that
you tried?
 Very satisfied
 Satisfied
 Neutral
 Unsatisfied
 Very unsatisfied
16. Is a common believe that lemon beer is for those who doesn’t really like the bitter taste of normal
beer. What is your opinion?
 Strongly Agree
 Agree
 Undecided/ No Opinion
 Disagree
 Strongly Disagree
41

17. What does influence you the most when buying a beer? (more than one answer possible)
 Press advertisements
 Product presentation
 People’s advice
 Personal interest
 Social media
18. What attribute is the one you pay more attention to?
 Origin Denomination
 Alcoholic graduation
 I’m loyal to the brand if it has a good design
 I care about the quality taking into account its good presentation
19. Would you be interested in a typical Dutch beer?
 Yes
 No
20. Why would you choose a beer from THE NETHERLANDS?
 I love trying new things

 Just for fun
 Fashion
 Friends and family influence
Thank you for taking the time to answer our questions. This information will be very useful to us. We
hope that our product will meet your expectations.
See you soon!
The Dutch Radler team
42

3. APPENDIX- SPSS
CODE BOOK
FREQUENCY TABLES
How often do you consume beer?
Cumulative
Frequency Percent Valid percent percent
Every two weeks 49 19,6 19,6 19,6
More than twice a week 74 29,6 29,6 49,2
Once a week 75 30,0 30,0 79,2
Once a month 52 20,8 20,8 100,0
Total 250 100,0 100,0
In the frequency table you can see represented how often people consume beer. Frequency tables are
very useful because it helps you to have a better vision of the data before analyzing it. As you can see
in the table people normally consume beer once (75 people) or more (74 people) in a week. We use
this types of frequencies to help us with the results of the questionnaire. (Point 5 on the report)
43

CHI SQUARE TEST
What is your gender? Is a common believe that lemon beer is for those who doesn´t really like the bitter taste of
normal beer. What is your opinion? Cross tabulation
Is a common believe that lemon beer is for those who doesn´t really like the
bitter taste of normal beer. What is your opinion?
Strongly
Agree Disagree Strongly agree disagree Undecided Total
What is your gender?Male 44 18 29 3 14 108
Female 87 17 31 1 6 142
Total 131 35 60 4 20 250
➢ Chi-Square Test
Asymptotic
Significance (2-
Value df sided)
Pearson Chi-Square 14,046a 4 ,007
Likelihood Ratio 14,174 4 ,007
N of valid cases 250
H0 - There is no association between the gender and the statement
H1 – There is association between the gender and the statement
With this tables we are going to see if there is any association between the gender and the common
believe that lemon beer is for those who doesn´t really like the bitter taste of normal beer.
On the first table we can see that woman are more agree with this statement 118 out of 142 agree.
But, if we analyse what men respond only 73 men are identified with this statement. Also we have to
say that we are surprised that a lot of our respondents thinks that lemon beer is for those who doesn´t
like the bitter of normal beer.
On the second table we can see that the significance level is 0,007 so is less than 0,05 (we have 95% of
confidence level) that means that we reject H0
44

What is your favorite Spanish beer? What do you like the most about these brands? Crosstabs
What do you like the most about these brands?
Price-quality
What is your favorite Spanish beer? Brand image relation Taste Total
Amstel 0 0 2 2
Cruzcampo 0 4 13 17
Estrella Galicia 5 28 142 175
Mahou 0 3 19 22
Other 1 4 21 26
San Miguel 0 3 5 8
Total 6 42 202 250
➢ Chi-square Test
Asymptotic
Value df Significance
Pearson chi-square 5,167a 10 ,880
Likelihood ratio 6,081 10 ,808
N of valid cases 250
H0 - There is no association between the brand people chose and the criteria that people use to
choose a brand
H1 - There is association between the brand people chose and the criteria that people use to choose a
brand
On the first table, we can see that the reasons for choosing Estrella Galicia are different. So maybe this
two variables are not associated. Also we can say that most of the people chose a brand because of
the taste.
On the second table, the significance level is 0.88 so is more than 0.05(for a confidence level of 95%)
that means that we have to accept H0
45

DESCRIPTIVE STATISTICS
Confidence Interval 95%
Statistic Sesgo Standard error Low High
How much will you pay for N 250 0 0 250 250

50 cl of beer?
Minimum 1,00
Maximum 5,00
Mean 2,5440 ,0000 ,0039 2,5360 2,5500
Std. Deviation ,78391 ,00011 ,00910 ,76357 ,79714
Valid N N 250 0 0 250 250
With descriptive statistics we can see the mean, the maximum and the minimum among others.
In this case, the question was:" How much will you pay for a 50cl of beer?" We can see that the mean
is 2.55 euros.
The minimum that a respondent or respondents answer was 1 euro per 50 cl and the maximum was 5
euros.
46

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Barbara Cea Mark Godrie Alizée Gourhand Maria Martinez Erika Zanchi

2. DEFINITION OF THE PROBLEM : MAIN QUESTION ..................................................................................................... 5

II. RESEARCH DESIGN .............................................................................................................................. 7

III. INFORMATION TYPES AND SOURCES ..................................................................................................... 8

2. EXPORT COUNTRY ............................................................................................................................................ 8

3. PRODUCT (4PS) ............................................................................................................................................... 9

6. TARGET GROUP ............................................................................................................................................. 12

IV. METHODS OF ACCESSING DATA .......................................................................................................... 14

2. PRIMARY DATA .............................................................................................................................................. 14

4. SAMPLE PLAN AND SIZE.................................................................................................................................... 16

5. REPRESENTATIVENESS, RELIABILITY AND VALIDITY................................................................................................... 17

V. RESULTS OF THE SURVEY ................................................................................................................... 19

2. RESULTS ON RESEARCH OBJECTIVES ................................................................................................................... 21

VI. CONCLUSION .................................................................................................................................... 30

VII. RECOMMENDATIONS .................................................................................................................... 32

DUTCH RADLER – MARKETING RESEARCH PROJECT

2. APPENDIX- QUESTIONNAIRE ............................................................................................................................. 39

3. APPENDIX- SPSS ........................................................................................................................................... 43

Code book ...................................................................................................................................................... 43

Frequency tables ............................................................................................................................................ 43

Chi Square Test .............................................................................................................................................. 44

Descriptive Statistics ...................................................................................................................................... 46

DUTCH RADLER – MARKETING RESEARCH PROJECT

1. NEED OF MARKETING RESEARCH

DUTCH RADLER – MARKETING RESEARCH PROJECT

2. DEFINITION OF THE PROBLEM : MAIN QUESTION

DUTCH RADLER – MARKETING RESEARCH PROJECT

❖ The Descriptive Research Objectives: it consists of more qualitative research, on purchasing

DUTCH RADLER – MARKETING RESEARCH PROJECT

➢ The descriptive research: it simply makes it possible to describe marketing phenomena, to

DUTCH RADLER – MARKETING RESEARCH PROJECT

Figure 1 : Beer consumption per capita

DUTCH RADLER – MARKETING RESEARCH PROJECT

Figure 2: Trade sector of beer in Spain

DUTCH RADLER – MARKETING RESEARCH PROJECT

DUTCH RADLER – MARKETING RESEARCH PROJECT

DUTCH RADLER – MARKETING RESEARCH PROJECT

Figure 6: Beer drinkers in Spain

DUTCH RADLER – MARKETING RESEARCH PROJECT

Figure 7: Beverage consumers at least once a month

DUTCH RADLER – MARKETING RESEARCH PROJECT

Figure 8: Do people use the internet for personal purposes?

DUTCH RADLER – MARKETING RESEARCH PROJECT

DUTCH RADLER – MARKETING RESEARCH PROJECT

DUTCH RADLER – MARKETING RESEARCH PROJECT

Graph 1: How old are you?

DUTCH RADLER – MARKETING RESEARCH PROJECT

DUTCH RADLER – MARKETING RESEARCH PROJECT

Graph 3: What is your gender?

DUTCH RADLER – MARKETING RESEARCH PROJECT

DUTCH RADLER – MARKETING RESEARCH PROJECT

Graph 6: How often do you consume beer?

DUTCH RADLER – MARKETING RESEARCH PROJECT

Graph 7: Where do you usually buy beer?

DUTCH RADLER – MARKETING RESEARCH PROJECT

How do you usually drink beer?

With friends 196 78.40%

0.00% 20.00% 40.00% 60.00% 80.00% 100.00%

Graph 9: What is your favorite Spanish beer?

DUTCH RADLER – MARKETING RESEARCH PROJECT

DUTCH RADLER – MARKETING RESEARCH PROJECT

Graph 12: What size of beer do you usually drink?

DUTCH RADLER – MARKETING RESEARCH PROJECT