Examining potential customers’ reactions and recommending a marketing strategy for ‘Olly Speaks’

Abstract

The purpose of this paper is to conduct a market research study with the potential target audience of ‘Olly Speaks’ to examine their reactions towards the product and ultimately, propose a marketing strategy based on their feedback. Twenty-six interviews are conducted with the potential target audience of the product. The data was analysed using thematic analysis, whilst Innovation Diffusion Theory’s innovation characteristics are used to determine whether the potential target audience will adopt the product. Furthermore, the elements of the marketing mix, digital marketing strategies, social media strategies, product life cycle strategies and internationalisation strategies are used to develop the marketing strategy for the product. Two out of the three interviewed target audience segments are identified as potential adopters of ‘Olly Speaks’. Thus, the marketing strategy is developed based on the literature and on the feedback of the identified target audience of the product. Further research could be conducted with foreign parents who live in Malta to find out whether they would like to teach their children Maltese and whether they would opt to buy ‘Olly Speaks’ for their children to learn Maltese. Further research could also be conducted to test the product in target foreign countries. Previous research studies on ‘Olly Speaks’ were conducted by engineering and communication therapy students. Market research is an imperative research process before product commercialisation to discover what are the demands and expectations of the consumers towards the product