Marketing Research

1. Introduction
Founded in 1920 in Wooster, Ohio as the Wooster Rubber company by nine businessmen.
Originally Wooster Rubber manufactured toy balloons, sold under the Sunshine brand
name.
In 1933, James R. Caldwell and his wife received a patent for their red rubber dustpan.
They called their line of rubber kitchen products Rubbermaid.
In 1934, Ebert saw Rubbermaid products at a New England department store, and
believed such products could help his struggling Wooster Rubber. He engineered a
merger of the two enterprises in July 1934. Still named the Wooster Rubber Company,
the new group began to produce rubber household products under the Rubbermaid brand
name.
In 1999, Rubbermaid was purchased by Newell for $6 billion. Then Newell changed its
name to Newell Rubbermaid Inc.
In 2003, the company announced its move out of Wooster to Atlanta, Georgia; 850
manufacturing and warehouse jobs would be eliminated, and 400 office jobs would move
to other locations. Today, a distribution center remains at the former headquarters.

2. Objectives
This overall objective is to examine how many household will buy Rubbermaid. This
has been broken into the following sub-objective.
1. To examine how Rubbermaid used in household
2. To identify attitudes to Rubbermaid and competing brands
3. To determine promotional platforms that can be used to launch Rubbermaid in
Malaysia

We have detailed further areas beneath each objective.
1. To examine how Rubbermaid used in household
This objective is try to understand how many household willing to buy this product in
the supermarket and how product be useful to them.
2. To identify attitudes to Rubbermaid and competing brands
This objective is find out how household compare Rubbermaid product with the
competitors products and what cause household think Rubbermaid product is better.
3. To determine promotional platforms that can be used to launch Rubbermaid in
Malaysia
This objective is to discover what strategies is the most suitable to launch product and
attract household to buy.

3. Desk Research
Our search of secondary sources will be carried out to determine the objectives. This desk
research will gather information on domestic food storage containers last 10 years. This
data should give a useful explanation about the status of the marketplace. At this point,
we must also generate a list of brand names and uncover any pertinent information on
competing brands that may be useful in the next parts of the research.
The desk research will attempt establish the following:
What prices range household accept?
What is food storage containers currently used for?
What food storage containers sizes are used?
What promotions they prefer?
Where do household get the product information?
What material of food storage containers?
What is the current website of selling food storage containers?

4. Quantitative Researches
We propose to carry out the survey by using questionnaire paper. The questionnaire
paper can give us accurately to select our potential customer.
4.1 Purpose
This stage aim to quantify how many households are usually use and interest on our
product. By establishing data from our research, we will know the reason why
households buy our product and the price they willing to pay for the product.


4.2 Procedure
The questionnaire will be developed by our group and sent to Ms. Chan for approval. The
questionnaire will probe the following.

Awareness of the product
What food storage containers brand household will choose?
Why household buy food storage containers?
Which price they prefer to buy?
What material households prefer?
What factors make household buy our product?

5. Reporting
We are created outline PowerPoint presentation. Once this has been approved, there will
be a formal presentation of all findings, along with conclusions drawn. Three copies of a
report summarizing the findings of all phases of the research will then be submitted.
Three sets of tabulations will also be provided .It is not our normal practice to provide
transcripts of the interviews, but these can be provided at extra cost, available on request.

6. Timing

Week Activity
1-2 Desk research
3-4 Questionnaire development
5 Analysis
6 Presentation market research proposal
7 Final report available





7. Fees
The fees quoted below are subject to the standard terms and conditions, which are
appended. The fees are subject to the assumptions contained in these proposals and we
reserve the right to make adjustments should any assumptions prove to be incorrect.
Phase Description Fees
Desk research Photocopy of questionnaire
Stationary
Transportation
Sundry expenses
RM30
RM10
Rm20
Rm10

Total RM100

















Questionnaire
Good morning /afternoon/evening, we are students from New Era College, Kajang. We
would like to conduct a research on food storage container. Your opinion is critical to our
survey. All your responses will remain strictly confidential and your responses will only
be analyzed in group, this survey will take only five minutes of your time. All your
responses will be remaining strictly private and confidential. Your kindness to help us
complete the survey from is appreciated.

Part A
1. Do you have use food storage container?
A. Yes
B. No. Reason______________________________________

Part B
1. How much do you spent for your food storage container?
A. RM20 - RM30
B. RM40 - RM60
C. RM70 - RM100
D. No idea

2. Which brand of food storage container do you prefer?
A. Lock &Lock
B. Rubbermaid
C. Xtrasim
D. Snapware
E. Glad
F. Other _____________________

3. Where do you buy the Food storage container?
A. Night Market
B. Mall
C. Internet
D. Retail shop
E. Other_____________________

4. What size do you usually buy?
A. B.
C. D.
5. How many warranty for the food storage container?
A. 0-6months
B. 6-12months
C. 12-18months
D. 18-24months

6. What functions do you like to have for the food storage container?(answer can more
than one)
A. keep food fresh longer
B. Organize your kitchen easy
C. Easy to clean
D. Help you save more space

7. Which material of food storage container do you prefer
A. plastic
B. Glass
C. Other_________________

Part C
(your answer can more than one)
1. Where do you get food storage container information?
A. TV commercial
B. Newspaper or leaflet
C. Internet
D. Promotion

2. Which newspaper did you read regularly?
A. Sin Chew Jit Poh
B. China Press
C. Stars
D. Sun
E. Nan yang Siang Pau
F. None
G. Other______________________

3. Do you read magazine?
A. Yes
B. No

4. What magazine do you usually read?


Part D
1. what is your gender?
A. male
B. Female

2. What is your race?
A. Chinese
B. Malay
C. Indian
D. ______________

3. What is your age?
A.18-24
B.25-34
C.35-44
D.45-54
E. Other___________________

4. Which of the following best describe your total income?
A.<RM1000
B.RM1000-RM2000
C.RM2000-RM3000
D.RM3000-RM4000