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Prepared By:Group 8 Section - C Syed Farhaan Ali C-75 Tanushree Agarwal C-76 Tanvir Singh Gujral C-77 Tushar Mishra C-78 Vaibhav Gupta C-79 Varun Ahluwalia C-80 Vidushi Gotewal C-81 Zuhaib Mirza C-82 Harshveer Rehal C-09 (3C MBA)
Mother Dairy markets and sells its products under three brands namely:
1. Mother Dairy Brand (ice creams, milk etc) 2. Safal Brand 3. Dhara Brand
In this research proposal well be identifying the problems faced by the Safal Brand of Mother Dairy and will be proposing the research in order to solve those problems.
Executive Summery
Today we see that the Safal Brand is losing its market share particularly in Delhi; it had a market share of 60% in 2005 and now with the entry of Reliance Fresh, Big Apple, Subhiksha, and Food Bazar of Big Bazaar we see that the market share is decreasing year by year. The research objective is to help Safal find reasons for the decline in its Market Share and how to compete with its competitors.
Problem Statement
The Safal Brand is losing its market share, the customers are now being lured towards other big retail players particularly Reliance Fresh. If this continues to happen and is ignored by Safal then it will loose its market share entirely and will incur huge losses. So there is definitely the need for a research to find out the possible reasons as to why Safal is loosing and not gaining market share in the fresh fruit and vegetable market.
Research Design
Exploration: Qualitative. Here we will be interviewing the Managers of Safal stores, the people who work there. Questionnaire Design - A self-administered questionnaire offers the post cost-effective method for securing feedback on the effectiveness of Safal stores. We anticipate a maximum of 10 questions and a new five-point expectation scale compatible with the existing customer satisfaction scale, is being designed. We will include both open ended as well as closed ended questions and a comment/suggestion box will also form a part of the questionnaire. Sample Survey We will also do a random survey, for which our sample size will be of 50 people and well ask them questions about their perceptions of the Safal Brand of Mother Dairy.
Data Analysis
In this well review the questionnaires. Visual displays of the data will be on Pie Chart / Histogram so that it can be easily be understood by the management. A performance grid will identify items needing improvements with an evaluation of priority. Other analysis can be prepared on a time and material basis. Open ended questions will be summarized and reported by a model code.
Time Schedule
30 days Which will be distributed as:1. Preliminary research and study of secondary data 2. Making questionnaires : 5days : 2 days
3. Collecting primary data 4. Analysis of data 5. Compilation and interpretation of data into report
Budget
The budget of the research proposal will be 10000 15000/- rupees The Cost summery is as follows: Interviews Travel Costs Questionnaire Development Permit Fee Printing Costs Data Entry End Report 3500 3000 1500 1000 1000 500 1500 ________ 12000/________ *All figures in Rupees.
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