A RESEARCH PROPOSAL/PARRYS AD SELECTION PROCESS

CONTENTSIntroduction of parry company ("Enrich life by creating value from agriculture)ObjectivesHypothesisResearch established problems/constrainsLiterature ReviewDesk ResearchDetermine Type and Nature Of Data RequiredSources Of dataMethod Of Data AnalysisPopulation & Sampling Plan Survey Research Time Considerations Research Cost Considerations

INTRODUCTIONE.I.D-Parry is the only sugar manufacturer in India with a dedicated R&D wing and breeding programme. E.I.D-Parry continues to produce new, high yielding cane varieties which are sucrose-rich and pest-resistant, thereby increasing yield and returns for the farmer.E.I.D-Parry also promotes sustainable agricultural practices by helping farmers to start trichogramma centers across villages which breed bio-control agents to contain sugarcane pests. This green, pest control initiative, not only contributes to rural prosperity, but also ensures that the sugarcane supplied to its manufacturing plants are free from chemical pesticides.

ObjectiveBroad Objective :To determine which of the 4 ads should Parrys chose?

Specific Objective:To determine what factors contribute to peoples preference to specific adsTo determine What is peoples view of Parrys as a brand?

HYPOTHESISThere is no link between income and sugar brand preference.People are not brand conscious in so far as necessities like sugar are concerned.There is not much of a price disparity between different brands of sugar.Extensive advertisement is required in so far as creating awareness of a new brand of sugar is concerned.

Research established problems/constraintsThe budget is limited and We as a business research team reach a correct decision with optimum solutionThe targeted city to be decidedThe target audience will be decidedThe correct research method to be defined Data Refinement and Analysis

Literature Review Following are some of the papers that were referred for formulating the questionnaire as well as deciding the hypothesis.An article on India s Sugar Industry: Analysing Domestic Demand and Recent Trends. Research article that gives the trends of sugar market in India deriving a pattern.

India's Sugar Policy and the world Sugar Economy (FAO International Sugar Conference, Fiji, 2012):- Trends in sugar production / supply and consumption in India. Research article that gives a statistical analysis of the changing trends in the demand for sugar consumption in India.

Sugar - OECD-FAO Agricultural Outlook 2013-2022The Agricultural Outlook, 2013-2022, is a collaborative effort of the Agricultural Outlook(2013-2022) Organisation for Economic Co-operation and Development (OECD) and the Food and Agriculture Organization (FAO) of the United Nations.Research Journal that gives the current consumption levels & projected consumptions by 2022 in India & China.

A STUDY ON FINANCIAL PERFORMANCE OF SUGAR INDUSTRY IN INDIA By Dr. G. Malyadri,Associate Professor,Dept of MBA,Sreenivasa Institute of Technology and Management Studies (SITAMS), Research article that throws light on the present situation of the Indian sugar industry, discussing the indicate details of the industry from financial and micro economic profit of view etc, it aims to provide and insight in to the financial viability and profitability of Indian sugar industry.

DESK RESEARCHPurpose Our search of secondary sources will be carried out to refine the objectives and provide lines of enquiry for the next stages. Specifically, the desk research phase will gather information on national usage of sugar over the last fifteen;4 years. This trend data should give a useful indication 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.

DESK RESEARCH CONT..The desk research will attempt to establish the following:How much sugar is purchased per month by a household?What kind of sugar are usually kept? What are the various applications of sugar? What prices are charged? What packet sizes are available? What other substitutes of sugar are available?Who should be the target audience?

Determine Type and Nature Of Data Required- ProcedureThe search will begin with the internal reports of market research company; we would ask that you allow us to consult personnel who may have access to records. We would brief them on the requirements of the research and we would expect to hold three meetings for this purpose. The sales team mentioned in the brief may be part of this. We would expect access to: (possibly indirectly) internal reports on the domestic marketplace; information on distribution to restaurants, corporate; correspondence with customers; regional buying patterns; any complaints. These will all be indicative of the likely domestic marketplace and will indicate strengths and weaknesses that will help in segmentation.

ProcedureAn external search will also take place. We will obtain and analyze existing market assessments. We will contact relevant trade associations. We will inspect published research for any indications of sugar. We intend to create a port-folio of advertising and promotional materials used by your competition. This will give materials that will allow us to explore likely promotional platforms.

Sources Of dataPrimary Data: Focus Group DiscussionWe are taking 3 focus groups with a sample size of 10 members each.There will be a moderator and set of observers present there for analyzing the discussion and taking notes.Focus group discussions will be conducted in three cities Bengaluru, Delhi and Mumbai. The discussions conducted with participants of varied sections will aimed in gauging the perception of the product in the minds of possible customers. This will be used to determine the type of AD campaign.

Sources Of dataSecondary Data: Desk Research and internet sources We have analyzed the data available and online research on Parrys Sugar. This includes various aspects of gathering data by discovering the important questions and figuring out the solutions.

Identifying Sources of Data

Our objective is to find which advertising campaign Parrys should go for. We will take into consideration the cost associated with advertising campaigns along with the views of consumers from various sectors like house-holds, working class, government agencies and distributers. Findings of both Qualitative analysis as well as Quantitative analysis will be used in taking a decision as to which advertising campaign will be beneficial for Parrys Sugar industries limited.

Identifying Sources of Data

1)Desk Research : Desk research is basically involved in collecting data from existing resources.

Advantages It is a low cost technique as compared to field research, as the main cost is involved in executives time, telephone charges.It is very effective and can be conducted in starting phase of market research.It is quite quick and cheap and most of the basic information could be easily fetched which can be used as benchmark in the research process.

Identifying Sources of Data

Desk Research Techniques

Internal Desk Research Most of the information gathered internally from the organization.External Desk Research External Desk Research involves research done outside the organizational boundaries and collecting relevant information.a. Online Desk Researchb. Government published data c. Customer desk research

Method Of Data Analysis

Qualitative Research Qualitative researchers aim to gather an in-depth understanding of human behaviour and the reasons that govern such behaviour. Qualitative researchers may use different approaches in collecting data.Forms of the data collected can include interviews and group discussions, observation and reflection field notes, various texts, pictures, and other materials.The below of the approaches are used for the Qualitative Research. Focus Group Discussions Face to Face InterviewProjective Techniques

Focus group discussion A focus group is an interview conducted by a trained moderator in a non structured and natural manner with a small group of respondents. The moderator leads the discussion. Purpose is to gain insights by listening to a group of people from the appropriate target market about issues of interest to the moderator.General characteristics of a focus group discussion:The discussion involves 8 12 membersIt is homogeneous and all members are screened.The duration is for 1-3 hours.It is generally recorded in form of audio / video.The appointed moderator must possess observational, interpersonal and interpersonal skills , and knowledge of the topic.Relaxed informal setting is required for the participants.

Focus group discussionA moderator should be:Detached / empatheticPermissive but alertMust encourage people to talkPeople should be more specificEncourage unresponsive members to talk

Population & Sampling Plan

We have decided to carry out 3 focus groups each in 3 cities which are Bangalore, Delhi, MumbaiEach focus group consists of 10 members The target segment would include: Married women Chefs/Restaurant Owners Mom & Pop Store Owners/Supermarket managers Bachelors

Sampling PlanFor the qualitative research, the customer will be reached over the phone and asked to participate to a focus group on Parrys Sugar. The focus group will be executed in Bangalore, Delhi and Mumbai.The plan is to perform the focus group in one day, from morning to evening. There will be a moderator who will ask the questions and help frame the discussion among the participants. There will also be two observers who will sit and observe the reactions of the participants to the questions asked. We will also record a video of this focus group discussion. Then the answers will be put on paper and analyzed.

Procedure

The following questions would be asked in order to moderate the discussion:What sugar do you normally purchase?Where do you purchase your sugar from? Super markets? Or your local mom and pop stores?How much sugar do you purchase monthly?Do you purchase normal sugar? Brown sugar? Or sugar free? Why?Have you ever used Parrys sugar?Are you brand loyal as far as sugar is concerned?What do you associate sugar with? Pure as a childs emotion Pure as a moms love Sweet Moments Sweet as a first crush

Identifying Sources of Data

B.Face to Face Interview:Research technique conducted in person in the field by a trained interviewer for the purpose of learning the motivation of consumers in the purchase decision process.

C.Projective Techniques: It helps in identifying potential associations between brand images and the emotions they may provoke. In advertising, projective tests are used to evaluate responses to advertisements.Brand Personification:Sentence completion: Story completion: Construction Technique

Quantitative Research It uses numerical analysis and it reduces the data into numbers.It aims to identify how many households are using Parrys sugar while its competitors like Satin sugar, Imperial sugar, Baajhind. Households generally have tendency to buy sugar readily available at General stores.Quantitative research is generally done using scientific methods, which includes the following steps: Developing models, theories, and hypotheses of what the researcher expects to find. Developing instruments and methods for measuring the data. Experimental control and manipulation of variables. Collecting the data. Modelling and analyzing the data. Evaluating the results.

Quantitative ResearchPurposeThe primary purpose is to quantify, as far as possible, the number of households in the 3 metropolitan cities which consume Parrys Sugar. This would give us an estimate of the depth of Parrys market penetration. The resulting data will also tell give us an idea of the competition faced by Parrys Sugar in these cities and the advertisement to be undertaken.

Decision Proposal

The decision has been made to carry out telephonic interviews. The target population of households and sweets manufactures will be taken into consideration. This method will allow us to choose people more accurately. Also, a online survey will be conducted of the retail shop owners, who sell sugar based items on some relevant criteria. This will provide with a wide variety of responses on their relative consumption and usage patterns

Population and Sampling

Classification for telephonic interviewsHousehold: 250 per city (delhi, bengaluru, Mumbai,)Sweet manufactures: 50 per city(delhi, bengaluru, Mumbai,)

Email Survey:No. of Target consumers1500(per city)

This will give a spread of responses and opportunity to identify the differences of population views. Hence give a path to go ahead with.

Procedure

Once the information of the household and sweet manufactures are determined, the process of the questionnaires will take up the following flow:Questions asked:Do you think sugar you consume is in purest form? Yes NoWhat you think purest sugar can be associated with? Childs emotion Mother child relation New crushHow will you react to a packaging which expresses emotions? Neutral Give a feeling of association

Cont..Where possible question will be pre coded, we will include a few more questions to narrow down on the consumers buying decisions and hold the interview for 2-3 minutes.The analysis will involve proper understanding the association of masses with parry.Once the initial data is evaluated we intend to come to a conclusion

RESEARCHAfter the competition of the quantitative and qualitative research, an interim report will be prepared and submitted to Parry. Next step will be a meeting with Parry to discuss further line of action. An outline power point presentation will be created and after approval formal presentations will be made. Transcripts of interview arealso available.

Research Flow Chart

Survey Research Time Considerations

Task(activity)No of DaysDesk Research3Qualitative Field Work7Questionnaire3Quantitative Stage(fgd)6Analysis5 Report And Presentation3Total No of Days27

Research Cost Considerations

TaskCost(Rs)Executive fess For Desk Research and Analysing1,00,000In Mumbai and New Delhi Focus group Interview in Each city 1 FGD interview will be Conducted.40000*2*2=160,000In Bangalore 1 FGD 30000*2=60,000In Mumbai and Delhi Face to Face interview(100 interview)175*2*100=35,000In Bangalore face to face 100 Interview150*100=15,000Telephone Expenses4,000Direct customer survey (sales Person) household40*2000=80,000For Retail Stores (Sales Person)40*110=4,400All Executive Fee + travel expenses141,000Total Cost for Research5,99,400

Credentials :-The Research will be assisted in his work by a team of capable analysis and an geographical operational head from the Company. Quality Control:-All the interviewers are trained we check 20% of the interview; in person, telephone, All the field work adheres to the industry standards.