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Project under Prof N B Kanagal,IIM Bangalore

Marketing Research Proposal
To address the problem of low sales of ITC’s Fiama Di Wills and suggest a repositioning strategy

Ezhilmalar 1211017
Vinoth Kumar R 1211064 Satish Kokate 1211107 Tanveer Mohd 1211151 R Prem Kumar 1211212 Anupam Francis 1211328

ITC's range of FMCG products is wide. Agarbattis. other rankings that Forbes has created. Its growth is now threatening the established segment leaders. This could be achieved by more fine-tuned positioning of its offerings. ITC's performance in the personal care segment seems lacking. which comprised 400 of the best big companies in the world. Safety matches and Personal Care. In the second quarter of 2012. it is critical for ITC to crack the established customer base of its competitors. In the biscuits segment. In such a backdrop. The personal care market has players who have been involved in the segment for far longer. Foods. Though there is no doubt that they have grown from when they entered the market. It has quoted segment revenue growth of 38% CAGR over the last five years. To grow further in this segment. it is on par with Brittania.Introduction and Rationale ITC Limited is one of India's leading FMCG companies. They have Cigarettes & Cigars. it is challenging Maggi. since this segment is extremely sensitive to how the company portrays its products . Lifestyle Retailing. In the noodles segment. the FMCG giant posted a 21% increase in net profits over the same period the preceding year. It was one of the eight Indian companies to feature in the Forbes A-List for 2004. Education & Stationery. ITC has also earned its place among Asia's Fab-50 and the World's Most Reputed Companies. they will still take a couple of years to break even.

the customers and their preferences and the competitors’ strategies and features offered vis-à-vis ITC’s. Research problems 1) To determine the effectiveness of current advertising campaign. Methodology We would start our research with the systematic gathering. the market. determine the impact of price level changes on the sales and profits. 2) To study the impact of currently offered features. and Points of Differentiation on the sales 3) To determine the consumer preferences and the purchase intentions of the products offered 4) To study the impact of current pricing strategy of Fiama Di Wills offered on their sales. communication and distribution channels. Our focus will be mainly on the following questions:    Who are the customers? Where are they located and how can they be contacted? What quantity and quality do they want? . recording and analysing of data about ITC’s current strategy regarding their personal care category.Objective To increase the sales of ITC's Fiama Dil Wills Marketing decision problem To address the problem of low sales of ITC’s Fiama Di Wills and suggest a repositioning strategy for the same.

We would also give away pilot surveys so that once we formulate the actual questionnaire for our survey to get primary data. we have a clear idea of what exactly we want. choice of celebrities for promotion etc. Descriptive Research: Then we would look to go a bit deeper into the some or all of the following : i. b. ii. Quantitative Research: Once we get the data from the above researches. iii. advertising.   What are the features they value most in the personal care products? What are the advertising channels used by ITC and are they effective? What are the other competitors’ offering in terms of features like pricing. Characteristics of the users of Fiama Di Wills Features in Fiama Di Wills which are desirable and undesirable for the consumers Distribution studies of the suppliers and the distributors Product usage studies to determine consumer use Fiama Di Wills c. we will assign numerical values to the qualitative data to make it measurable and comparable.? Selecting and Establishing research design We will carry out the following research designs: a. . Exploratory Research: We will get opinions from experts from the industry. d. packaging. iv. Causal Research: It would be the most important part as we would determine what factors actually contribute to the declining sales.

Primary Study. since Fiama Di Wills is positioned as a premium brand presently.07-Mar-2013 Factor analysis and Multidimensional Scaling (MDS) analysis. Exploratory study.  Since Fiama Di Wills products are predominantly targeted at the young generation of the population – the survey will focus on that demographic section of the society. including but not limited to. because of the limited time factor and the focus of the study on Bangalore city alone. Research Design. Checklist prior to Questionnaire Final Report – Questionnaire. Factor Analysis and Regression we would convert the raw data into meaningful information. the survey is limited to the respondents that represent this specific psychographic profile.Collecting and Analysing Data Using techniques. which is not homogenous to Bangalore market. Multidimensional Scaling. Findings and Recommendations Powerpoint Presentation for the Final project Report 07-Mar-2013 Scope and Limitations  The project study is primarily focussed on the market for Fiama Di Wills products in Bangalore. Data analysis. 28-Jan-2013 Secondary study.  Also. Deliverables and Timelines Deliverable Expected Timeline Mid Term Report – Problem Definition. the results of the survey might not be the accurate reflector of the whole Indian market. .  However. Cluster Analysis.