Which is the best brand developing packaging for Simarki?
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Date
2013
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Abstract
This research was conducted on Simarki which is a golfing product manufacturing company operating out of Drummond in KwaZulu-Natal. The company has been trading since 2001 and has over time increased its product quality and range. Since 2005 Simarki has been exporting products to Japan, United Kingdom, United States of America and Canada. The learning derived out of these activities, are that each area has differing packing preferences for the same product.
The question regarding packaging improvement options for the 74mm Simarki Tee was asked: Which packaging is the best for the Simarki brand? Simarki has two packaging variants, the existing Hanger Bag and Header Card as well as the new proposed Plastic Box packaging.
A research study was designed and conducted to determine if the proposed packaging would outperform the existing packaging in the manner in which it promotes the product and the brand.
The research methodology used is that a questionnaire was presented to respondents containing ten statements relating to each aspect of packaging. The statements were exactly the same for both types of packaging. The respondents rated each aspect of each packaging on a Likert scale. Some 101 responses were gathered from golfers at the Emberton Driving Range. These responses were then converted to data. This data on analysis indicated that the respondents preferred the Plastic Box type packaging. Key groups are also identified and comparisons are formulated showing slight variations in the general trends.
The recommendations are that Simarki should move to the plastic box type packaging as this would be best for the Simarki brand. The limitations of this study are that respondents were only selected from the Emberton Driving Range, the research was limited to one of the Simarki products and the price of packaging was not taken into consideration.
Description
MBA University of KwaZulu-Natal, Durban 2013.
Keywords
Golf equipment industry -- South Africa -- KwaZulu-Natal., Golf tees -- Packaging -- South Africa -- KwaZulu-Natal., Branding (Marketing) -- South Africa -- KwaZulu-Natal., Theses -- Business administration.