Herbal Tooth Powder

Click to edit Master subtitle style

By,
Group XVI
12PGDM092- Nimmi Jha
12PGDM093- Nishi Kumari
12PGDM094- Nitika Goel
12PGDM095- Piyush Anand
12PGDM097- Pratapchandar R
12PGDM098- R Pratibha

3/2/13
Case Facts
• ABC Manufacturing Company is a producer of toiletry
products in Punjab

• About Herbal Tooth Powder

Ø launched in 2007
Ø Good name in rural markets of Punjab
Ø Compounded annual growth rate of 18%
Diversifying Herbal tooth Powder

Introduction of Herbal Tooth Powder in Urban areas of

Punjab

3/2/13
 Market research

Unit of analysis :- Users who had bought in the tooth

powder in the last six months
Sample size :- 500 respondents from Amritsar, Jalandhar,
Ludhiana and Patiala
Total Budget for Research :- Rs 4,00,000 out of which
Rs2,50,000 for field work

3/2/13
A) Will the money allocated for the fieldwork be sufficient
to get the desired size of the sample from various towns
of Punjab as mentioned in the case?
• Toothpowder users: People who had used toothpowder in the last
6 months.
• Break-up of initial sample survey:

3/2/13
• Calculations :-
Ø Per person cost of (40000/28) = 1428.57 or approx 1429
Ø Budget offered Rs 2,50,000
Ø At a per person cost of Rs.1429, for 900 people, the total
amount required will work out to Rs 12,86,100

• Conclusion:-
Ø The amount sanctioned will not be enough to identify 900
users.

3/2/13
B) If The Amount Is Not Sufficient, How Many users Can
Be Contacted With The Given Budget?

• As found from Preliminary Research

conducted :

• 500 respondents taken from

Amritsar, Jalandhar, Ludhiana and
Patiala
• Cost of sampling 500 respondents:
Rs. 40,000/-
3/2/13
c) How would you define the population and
the sampling frame in this case?

• Population
The urban population of Punjab from
Amritsar, Ludhiana, Jalandhar, Patiala and
other urban/semi-urban towns

• Sampling Frame
Sampling frame for this sample cannot be
prepared as:
ü Population is large
3/2/13
ü No common identification available
d) Do you agree with the statement that a large sample
should be taken from towns with a large population?

• The sample size depends upon the variability in the

population and not on the population size.
• Acc to the Confidence Interval Approach,
n=Z2σ2/e2
• It may be noted that the sample size is not dependent on
the population size.
• The variability of the population is also limited. The only
variations in the population observed are:
• Age
• Tooth powder usage
Thus due to largely homogeneous population we do not
agree to the statement that a large sample should be taken
3/2/13
from towns with large population.
E) Would It Be Advisable To Contact General Kirana
Stores And Chemist Shops For Identifying The Users?

• Yes, it would be advisable.

– Most common point of sales for the tooth powder in
urban areas
– It will help in identifying the sales volume and the users
of the tooth powder
– We can identify the non users and the substitute
products they use, which will help in understanding the
reasons of not using the tooth powder.

3/2/13
 Thank You

3/2/13