GROUP PROJECT

(SOFT-COPY SUBMISSION ON MOODLE)

NOTE: ONLY Relevant tables must be copied and pasted in the project report. You are expected to
write your interpretation of table and then answer each of the question.

A MNC dealing in FMCG product is in process of introducing flavoured milk in the Indian Market.
Initially it introduced its product in the Southern Indian Market to gauge the market response. They ran
three different promotions for a new product to see which one is more effective. The sales ( referred as
SalesInThousands in the datasheet) was a measurement of the effectiveness of promotion. These
promotions used hoardings and local media. Depending on the population of the market it was designated
as small, medium and large (referred as marketSize in the datasheet). You are expected to help
Marketing Analyst answer following questions:

1. Do different promotions differ in their effectiveness across whole market? Which promotion do you
recommend if you have to select one promotion across whole market? (You are expected to answer this
question treating whole market as a Single Market).

2. Does the effectiveness of promotion type varies across different weeks?

3. Will you suggest use of different promotions across different market sizes (small, medium and large)?
Which promotion type do you recommend on the basis of size of the market (Use interaction of
‘promotion’ and ‘marketSize’ to answer this question)?

4. Which of the variables (MarketSize, promotion, AgeOfStore, Week) have more influence on sale
(SalesInThousands).