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Ú Brew Co. Ltd. well-known for its products tea,
coffee & health drinks.
Ú Tea remaining its focus.
Ú Started 15 years ago five entrepreneurs-
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Ñwt has been a market leader for a long tenure of

15 years.

ÑServing the customers & society in many ways

like giving charity to institutions working in the
direction of social welfare, sponsoring education
for underprivileged students, giving donations,
gifts, etc.
 0 2
This time it thought of serving the society in a
different way. The duality of two beverages. We
have two well-known beverages in the society, a
good one & a bad one.
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ðurpose

ðreliminary Survey

Research Design

Research Method

Field Staff & Data collection

Data Analysis & wnterpretation

ðreparing the ðroject Report

 #

The main purpose of the research was:-

[row the public responds to the idea of such a

product?

[Whether they will accept it or reject it ?

[Or whether the product will work or it won¶t

work?
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Ú wt means that when a company has many problems or
proposals then the marketing team discusses &
according to the priority & benefits available to the
company from its acceptance selects any one out of
the many.

Ú rere we had an idea of the product so the preliminary

discussion amongst the group members was about the
research proceedings before implementation of the
idea.
 7

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There are three types of Research Design

‡ Exploratory Research Design

‡ Descriptive Research Design
‡ Casual Research Design
 
  

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There are four steps involved in Research Design :-

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Ú wdentifying information Requirement

Ú wdentifying Data sources
Ú Data sampling
Ú Data staff
 0 2
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Ú mormally the MR projects are costly in actual
corporate world. But our project costs involved only
expenses incurred in taking out the copies of
questionnaire & the copy of the final project report.
 0 2
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The time allocation given by us was as follows:-

‡ 3 hrs for preliminary survey

‡ 3 days for questionnaire preparation
‡ 3 days for distribution of the questionnaires to the
staff
‡ 3 days for collection
‡ 3 days for analysis & interpretation
‡ 2 days for project report
 0 2
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‡ The researcher needs verification/ approval from the

higher authority & sponsoring agency.
‡ wn our case, we had taken the approval from our
respective subject teacher before starting the actual
project survey.
 7

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Desk Observation Experimentation Field

Research Research Research Research

wnterview Questionnaire
Method Method


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‡ The field staff were the group members itself

who actually worked on the field distributing the
questionnaire and getting the same back.
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‡ 10%
‡ 25%
‡ 50%
‡ 75%


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mo. of 5 10 3 6
respondents
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ü
ü
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rence, the conclusion can be drawn that 25% of the people
out of a sample size of 100 are addicted to liquor.
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Ú All
Ú Few (<5o %)
Ú Many (>50%)
Ú mone





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Thus the conclusion can be drawn that out of 25% of the

people who are addicted to liquor more than 50% of the
people drink tea.
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‡ Will definitely work
‡ Can work
‡ May work
‡ mot work
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rence, we can see that maximum respondents feel that the

product can work if launched in the market.
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‡ =Rs.2

‡ Rs.2 ± Rs.5

‡ Rs.5 ± Rs.10

‡ > Rs.10
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ü
  


ü
  
ü

ü

From the first hand information, we could find that people are
ready to pay Rs.2 for a sachet. This indicates our introductory
price has to be low at least.
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‡ Only Metro cities

‡ Only Rural areas
‡ Only Urban areas
‡ Combination of the
above


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ü

              
 

wt can be seen from the above graph that the respondents feel that
the product should be uniformly everywhere. This gives an
indication that liquor addiction is spreaded evenly & needs to be
eradicated.

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From the above graph, it is clear that Celebrity endorsement has

got the first preference followed by door-to-door advertising,
T.V. ads & lastly pan shops & tea stalls.
 
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‡ Active role in promoting

‡ Active role in
subsidizing the price
‡ Both a & b
‡ mo Role
 


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ü
2
 2
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The above diagram clearly indicates that government has a very

important role to play in promotion of the product & also provide
incentives to the company so that a low range of price can be
maintained.
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ƒ The product should be quality product.
ƒ ðrice should be less as mentioned i.e. between Rs.2-
Rs.5.
ƒ wntroductory offer should be distribution of free
samples.
ƒ Awareness & promotion should be done on a major
scale.
ƒ Anti-liquor campaigns.
ƒ Taste should be the same as that of normal tea.
ƒ wt should be effective i.e. few granules should be
enough to have the effect.
 1  ( 


*
[ Bunking lectures
[ Experience of waiting for half an hour outside the office
of rOD of engineering department.
[ Explain the concept to the respondents.
[ Confusion between the rating & ranking questions.
[ The sample size & the area restriction of Vartak premises
was a constraint to an extent.
[ A few respondents seemed to be less interested, not very
convinced with the idea.
 ±
! 9

ƒ ðroduct aspect
ƒ ðrice aspect
ƒ ðlace aspect
ƒ ðromotion aspect
ƒ Government support
0 *  
 7
* 

 
‡ Suggest this idea to an established tea company
Tata Tea that is already working on a social
concept of corruption with its drive µJago Re¶.
!