B.R.M.

Project Proposal
By Group: 4 | AIIM | PGDM (IM) | 2019-21
 Topic:
Consumer Preference Analysis for New
Toothpaste Launch

Members of Group: 4 [PGDM (IM) | 2019-21]

Roll
Name
No.
2 Anand Kumar
11 Chirag Thakkar
13 Devansh Saxena
32 Raj Shah
36 Rohan Nandi
40 Shahin Selkar
43 Souvik Biswas
49 Vedant Dhakate

Problem definition

Background
Oral hygiene is sought to be one of the most necessary aspects to
maintain good health since the pre-modern era where natural products
like Neem sticks were used to maintain good teeth. With the advancement
of technology in the modern era, products like toothpastes, mouth
washes, dental floss, and teeth whiteners have been introduced.
A new market entrant, the Eight Idiots Co. (a partnership firm wherein
members of Group: 4 are partners) are planning to launch new toothpaste
to fight for the share of the existing market giants.

5
Before launching a new product in the market, the company needs to
realize the factors affecting the buying behaviour so as to design their
marketing strategies to cater to the right consumer (segment) with the
right product.

Research Problem
Members of Group: 4 studying in the PGDM (IM) programme have defined
the research problem as:
 Analyzing the Customer preferences for new toothpaste
launch.

Research Design

After internal discussion, the Members of Group: 4 have decided upon key
Research Design parameters which are:
Population People directly/ indirectly associated with
the Adani Institute of Infrastructure (AII)
Sample Students, Faculties, Research Associates
and Employees of AII
Sampling Procedure Stratified Random Sampling will be the
procedure for Sample Identification and for
further analysis.
Instrument for Data Survey of the Samples shall be the
Gathering Instrument to be used for Data gathering
purpose.

Data Analysis Plan

5
Methodology
1. Problem Identification
1.1. Determining the Problem
1.2. Drafting a Problem Statement
1.3. Topic Identification
1.4. Planning of the processes needed for data interpretation and
determining Techniques to be employed
2. Sample Procedure
2.1. Identification of the Population
2.2. Sampling Technique
2.2.1. Identification of the Strata’s for Sampling
2.2.2. Determining Random Samples from the Strata’s
identified
3. Data Collection, Sorting &Tabulation
3.1. Circulation of Survey forms to the Sample selected
3.2. Coagulation of data entry of responses received
3.3. Sorting of data points based on the various parameters/
functions/ attributes pre-defined
3.4. Tabulation of the data points for further analysis
4. Analyzing the data collected based on the planned procedures
5. Interpreting the implication(s) of results and understanding its impact
on the opinion to be framed
6. Preparing draft report and communicating same with the Business
Research Methodology (B.R.M.) Course Instructor, Prof. Samudra Sen,
for review and expert feed-back
7. Making necessary amends to the report and/or other elements of the
same prior to final report submission
8. Furnishing Final Report to the Course Instructor

Tools & Software

Function Name of Tool

Survey (Data gathering)  Google-forms (or other Online

5
 Form creation platforms like Key
Survey, etc.) for conducting
surveys.
 Gathering all data of responses
received in a Google-sheet for
coagulation of all responses
Analysis & Interpretation  MS Excel/ Google sheets shall
be used as a preliminary tool for
Data sorting, tabulation &
analysis
 If necessary, use of R- Studio to
be used for further conducting
statistical inferences