Research Proposal for

Friesland Campina
Middle East
Ravi Parekh
GMBA June 2021 Batch
GM21CM043
Background

 Friesland Campina is a Netherlands based dairy company established in 1871.

 Friesland Campina Middle East (Friesland) manufactures and markets Rainbow
brand of milk products in the UAE.
 From landing on the Arabian shores’ way back in 1955 to date, Rainbow has
been an intrinsic part of the Middle East and its culinary traditions
 Milk Plus, a ready to drink milk in a tetra pack is launched in three flavours
(Chocolate, Strawberry and Banana) and contains nutrients added to milk to
give balanced nourishment with good taste
 Friesland intends to increase the market share of its products amongst the
primary target customers being housewives with school-going children
Research Objectives

 To provide information on habits and preferences of the target consumers for

milk additives and flavoured milk which would enable formulation of strategy
to increase market share in target consumer base
 This can be further broken into the following sub-objectives:
 To examine the size of the market for milk additives and flavoured milk
with respect to the target consumers
 To identify and understand the target consumers’ attitudes, habits and
preferences for milk additives and flavoured milk
 To determine ways to make the product more appealing to the target
consumer base which would enable Friesland to improve the market share
within the base
Research Methodology
 Research Type – Descriptive
 Primary and Secondary
 Quantitative and Qualitative
 Target Respondents – Housewives with school-going children in the UAE
 Quantitative Research – Purpose  Qualitative Research – Purpose
 To quantify data about habit of  To identify and understand
consumption of milk with additives attitudes and preferences of the
and flavoured milk, among the target consumers with regard to
target consumers
milk additives and flavoured milk
 Quantitative Research – Method  Qualitative Research – Method
 Questionnaire shall be drawn up
and issued to target respondents
 Focus group interviews/ personal
(can be self-administered interviews shall be conducted
questionnaire or can be with select number of target
supplemented with a telephonic/ respondents
face-to-face interview)
Research Methodology - Part 1 –
Secondary Research
 Secondary Research – Objectives
 To determine estimated market size for milk additives and flavoured milk
in UAE with reference to target customer base
 To generate a list of brand names of flavoured milk products
manufactured and marketed in UAE
 To gather information on other aspects of products of the competitors
including price, quality, packaging, promotion techniques etc.
 Secondary Research – Sources
 External Sources – Published data about market size, existing brands
 Manual summarization of data from published financial and non-financial
reports/ articles about competitors and their products
Research Methodology - Part 2 –
Quantitative Primary Research
Some broad information areas/ questions that shall be covered in the
Questionnaire:
 Questions to profile target respondents - location of residence, number of
children, age range of children, family income range etc
 Questions about habits around purchase of milk and consumption:
 Average quantity of milk consumed in the household on a daily basis
 Preference between fresh milk/ tetra pack/ powder milk
 Frequency of consumption of milk with additives/ flavoured milk
 Flavour preferences, brand recognition and preferences
 Depending on the question, the appropriate scale e.g. Likert Scale, Interval
Scale, Ordinal Scale etc. shall be used to record responses
Research Methodology – Part 3 –
Qualitative Primary Research
Some areas that shall be discussed further in depth in focus groups/ personal
interviews with select target respondents:
 Perception of and attitude towards milk additives and flavoured milk, use of
preservatives etc
 Factors considered in deciding whether to feed milk with additives or flavoured
milk to children and the order of preference in such factors
 Flavours preferred in additives and packaged flavoured milk with reason for such
preference
 Factors responsible for choice of one brand over the other in case of milk
additives and flavoured milk and the order of preference in such factors
 Expectation with respect to the attributes of a new product – range of quantity/
size offerings, type of packaging preferred, flavour options etc.
Sampling

 For the Quantitative Research using Questionnaire

 We intend to reach out to about 500 target respondents (housewives in
the age group of 30-40 years with school-going children)
 identified through strata sampling where strata are based on the various
locations to which Friesland markets its products
 For the Qualitative Research using Focus Groups/ Personal Interview
 25 of the 500 target respondents whose responses are received shall be
picked based on responses submitted in the questionnaire
 to represent a further sample of their respective strata on relevant
criteria like location/ income-group
Time and Cost Estimates
 Time Estimates  Cost Estimates

Research Time Research Cost (US$)

Secondary 2 weeks Secondary Research 1000
Research
Primary 4-6 weeks Primary Research – 150 per
Research – Quantitative – respondent
Quantitative Questionnaire with
Personal interview
Primary 2 weeks
Research –
Qualitative Primary Research – 350 per
Total time 8-10 weeks Qualitative – Focus Group respondent
Thank you