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8/13/2019 Sample Synopsis Ppt
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By-
CharutaJagtap
8/13/2019 Sample Synopsis Ppt
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• Product Strategy relates to product development policiesand innovation generation as integral part of the businessstrategy of a company.
• Innovative and exceptional products are the result ofproduct strategy adopted by a company during amethodical process.
• Branding can helps a company to stand out from itscompetitors, add value to the offer and engage with
customers.
• Thus, product and brand strategies play a vital role in themarketing context.
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• To compare HUL and P&G brands and monitor the levelof competition in the market.
• To explore the perceptions/reactions of consumers to theproducts and brands
• To track the level of satisfaction of the consumer’s.
• To evaluate the companies promotional activities andeffectiveness i.e. brand awareness.
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The following hypothesis can be considered for the marketresearch (considering the product shampoo of the twocompanies and Null Hypothesis is used):
• There is no significant difference between the shampoopreferences of men and women.
• There is no significant difference between the differenttypes of shampoos. (ANOVA)
• There is no association between the level of satisfactionand brand preference.
• There is no association between the promotionalactivities and brand awareness.
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• Research type: Exploratory research (on Shampoos)
• Research Area : Mumbai-Pune
• Period: Two months
• Sample size: 100 or above• Data Collection: Mail Questionnaires
• Analysis: Percentage method, statistical methods andhypothesis testing
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• Both HUL and P&G share a major market share andhave an intense competition amongst themselves andother companies.
• The type of product and its brand image plays a vital rolein the consumer perception and attitude towards product.
• Consumers are largely satisfied with the currentproducts. However, there is a possibility of emergingdemand for natural products.
• The promotional activities and level of brand awarenessare directly related to each other.
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The following market research will assist the managementin making appropriate marketing decisions at the right time.The major benefits of the Research include:
• It will highlight the intensity of competition in the market,
the strengths and weaknesses of the competitors, thestrategies employed etc.
• It will help in unfolding the consumer’s perceptions andreactions towards the product and brand.
• It will provide a benchmark to evaluate the companie’s promotional activities and the resultant brand awarenessamong the masses.
• It will assist in formulating product and brand strategieswhich will ultimately help in increasing the consumer
satisfaction.
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• Availability of true market/technical data at the start of theprogram
• Possible lack of true sample size for testing
• Capturing true market/performance behaviour• Possible biases of respondents