Household Research in Kyiv and the Kyiv Region and Marketing Plan Development
Client: Tepla Oselya
The Marketing Consulting Group team conducted a quantitative research study in households across Kyiv and the Kyiv region.
Project Objectives
- To obtain information about the types of fuel used by residents of Kyiv and the Kyiv region to heat their homes, as well as their willingness to switch to other fuel types.
- To determine the potential for consumption of fuel briquettes by residents of private houses during the heating season.
- To develop a marketing plan for reaching the target audience.
Research Process and Results
Two methods were used to gather information:
- A door-to-door survey
- An analysis of secondary information regarding the rental service for heating boilers
Through the survey, information was collected on the types of fuel used in households, their advantages, and disadvantages; strategies for switching to other fuel types were identified, and the sources of information about different fuel types were determined. Additionally, data on the media types used by consumers were analyzed to identify the most effective channels for disseminating information about the client's products.
The final output was a marketing plan for expanding the market position of the company "Tepla Oselya".