RMD –Group 1 (2007-08)

Example of Submission 1

Overview of project: New product introduction-SWATCH brand watches

Management Decision Problem: To develop a positioning strategy for Swatch watches

for the Indian market

Basis of MDP definition-- Discussion with decision makers/ experts?( Who exactly),
Secondary data analysis ( which sources)?, Qualitative research ( what kind)?

Research Research Methodology Information required

Problem(s)
To determine the Exploratory Research: Identification of differentiating
target segment Secondary data –NCAER, characteristics of buyers of
ICRA reports “fashion” products
To find out the Exploratory research: Possible attributes may be:
attributes used by Brand name, looks, price,
consumers while Focus group discussions reliability, design, country of
choosing among origin. To check if these are
various brands of the attributes actually used by
watches; and their consumers
relative importance

Semiotics Impact of culture and sub-

culture

To understand Secondary data: ICRA Report Brands and price range that are
which brands will on watch market in the consideration set
compete with
Swatch?
To find perception Exploratory research: Brand image of Swatch:
of Swatch among In depth studies with current Experiential and symbolic
current users owners benefits, user imagery, Brand
personality, country of origin
effect
To find out the Descriptive research- Perceptual map of watch
perceptions of Survey: Questionnaires to be brands- how the brands are
different brands in administered to 90 positioned.
the minds of respondents
different consumer.
How are the major -do- What are the main attributes
watch brands used by consumers to map the
positioned? watch brands?