Individual Activity 2 Work Sheet – Honest Tea

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School

Saudi Electronic University *

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MANAGERIAL

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Marketing

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Nov 24, 2024

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docx

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Uploaded by PresidentGrousePerson757

Individual Activity 2 Work Sheet – Honest Tea After watching the video clip ‘Honest Tea’, please answer the following questions: Q1 Outline the research design which should be adopted to evaluate the image of Honest Tea? 1. A study strategy that utilises many methodologies may be used to assess the reputation of Honest Tea. Both qualitative and quantitative approaches to research are used into this strategy. An overview is as follows, step by step: 2. When doing research, the first step is to choose which aspects of Honest Tea's reputation will be subjected to investigation and analysis. It's possible that this category includes things like "brand recognition," "customer satisfaction," and other related indicators. 3. Develop a survey with a solid organisational framework in order to collect quantitative data from a large community of customers. The survey can contain inquiries about the respondents' levels of familiarity with Honest Tea, their thoughts on the brand, and their purchase habits. An in-depth picture of Honest Tea's standing might be obtained by the application of statistical analysis to the facts presented here. 4. In-depth interviews or focus groups with a sample population chosen to be representative of the target audience are examples of qualitative research methods. This will make it possible to conduct a more in-depth investigation on the opinions held by customers about Honest Tea. 5. Learn more about Honest Tea and the tea business as a whole by researching and analysing information from secondary sources. This category includes things like sales 1

numbers, the conclusions of market research, social media sentiment analysis, and other such things. 6. The information that was collected from the surveys, in-person meetings, and online diaries is going to be analysed in the next stage. It is possible that several types of analyses, including statistical and thematic exams, are required. Finally, a report outlining the study's results should be produced. As part of this process, should assess the public's perception of Honest Tea based on the information gathered. Q2 Identify variables (at least three) which can be used to assess the image of Honest Tea? To assess the image of Honest Tea, you can consider the following variables: 1. The degree to which consumers are aware of the distinctive qualities and/or presentation of Honest Tea may be quantified using a notion that is known as "brand awareness." Research conducted via surveys and social media may demonstrate how well-known a brand is as well as the connections that customers have with that brand. 2. Examining the ratings that consumers have given and the testimonials that they have provided is one way to determine how satisfied they are. The flavour, appearance, and pricing of Honest Tea, as well as the general contentment of customers, may be investigated via customer feedback. 3. Honest Tea accounts for a certain amount of total industry sales, which is referred to as its "market share." To calculate it, divide the entire sales of the firm by the total sales of the industry as a whole. This is a useful measure of how well the brand is doing in comparison to its other competitors. 2

4. To obtain an idea of the brand's presence on social media, take into consideration the number of people who follow the brand on different social media platforms, as well as the number of people who like, share, and comment on the brand's posts. It's possible that this is an indicator of how well-liked and enthusiastically followed a brand is. 5. The number of people who consistently choose to purchase Honest Tea above other brands, as well as the regularity with which they do so, may be used as a proxy for measuring customer loyalty to the brand. It is possible to keep track of this by analysing sales numbers and the comments left by consumers. Q3 Which social corporate responsibilities is Honest Tea getting involved with (list at least three social corporate responsibilities) Honest Tea takes on a number of community initiatives. Honest Tea is committed to utilising only the finest quality ingredients in its products, and aims to achieve this goal by sourcing only organic and fair trade certified ingredients. They give priority to businesses that get their goods from farmers who are dedicated to the use of ethical agricultural practises and who are compensated fairly. Honest Tea is committed to being a responsible steward of the environment. They are making an attempt to reduce the amount of damage they cause to the environment by shifting to renewable sources of energy, starting recycling projects, and reducing the amount of packaging that isn't essential. Honest Tea is committed to making a positive impact on the areas in which it operates and does so via a variety of various programmes. 3

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They give money for programmes that educate people how to live healthier lives, sponsor gardening projects in poor regions, and work with charity organisations to promote critical social and environmental objectives. Reference: Angara R., P. Babu, T. Eger, H. Schäfer and T. Somashekhar (2010) ‘Economic analysis of law Barnea A. and A. Rubin (2010) ‘Corporate social responsibility as a conflict between shareholders Hiatt S. and S. Park (2013) ‘Lords of the harvest: Third-party influence and regulatory approval of genetically modified organisms’, Academy of Management Journal 4

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