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It is a Business Research Project. Our team had to find out the best possible way to promote a newly launched consumer product.We selected the product on our own,made the questionnaire did some survey and found out the best way to promote the product..(software like SPSS were used for analysis)
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EFFECTIVE WAYS TO PROMOTE A NEW LAUNCH
CONSUMER PRODUCT.PRESENTED BY:
Chanumolu Swetha Kiranmaie
Bhavana Shah
Shruti Sinha
Manoj Kumar
CONTENTS:
ABOUT OUR PRODUCT. REVIEW OF LITERATURE. TARGET CUSTOMER PROFILE. SWOT ANALYSIS. MANAGEMENT DILEMMA. MANAGEMENT QUESTIONS. RESEARCH QUESTIONS. INVESTIGATIVE QUESTIONS. MEASUREMENT QUESTIONS. QUESTIONNAIRE. MEASURING SCALE. MEASUREING INSTRUMENT OF VARIABLE. RELIABILITY. VALIDITY. ANALYSIS.
CONSUMER PRODUCT Our consumer product is HERBAL TEA. The target segment for HERBAL TEA would be
“Health Conscious Tea Drinkers.” “HERBAL TEA offers the healthiest beverage
option with premium taste to tea loving health enthusiasts with more health benefits than any other beverage chain in the market.”
REVIEW OF LITERATURE Herbal tea uses a new concept of
providing tea based beverage that would range from normal Assam tea to wheat grass concoctions, herbs, aromatic flowers and spices.
It focus on two aspects that is as a curative health drink and as a normal beverage.
The unique selling proposition of the enterprise lies in its offerings which caters to the health conscious population across age groups.
TARGET CUSTOMER PROFILE
18-25 25-40 ABOVE 40 YEARS
Increasingly health conscious.
Stressed and high pressure job.
Looking for healthy alternatives to coffee specially anti-ageing properties for tea.
SWOT ANALYSIS
STRENGTHS: Potential in market. Offers wide variety of
eating and drinking options.
Low capital consumption.
Capitalizes on the “health wave” gripping the country.
WEAKNESS: Comepetion from
other brands . No brand value. Common beverage
at premium price may not appeal to all.
SWOT ANALYSISOPPORTUNITIES: High margins. Indian population
consists of large number of tea drinkers.
Emergence of health conscious youth
Consumer lack of options.
THREATS: Lack of organized
tea retail market in India.
Existence of bigwigs in coffee sector who might foray into the tea territory.
MANAGEMENT DILEMMAENO SALES FOR NEW LAUNCH CONSUMER PRODUCT (HERBAL TEA).
MANAGEMENT QUESTIONSHOW TO PROMOTE THE PRODUCT HERBAL TEA IN THE MARKET SO THAT THE SALES ARE IMPROVED…………?
RESEARCH QUESTIONS(POSSIBLE ACTION)
Better advertising campaign. Reduce price. Promotion offer. Free sampling. Bundling offer. Coupons.
INVESTIGATIVE QUESTION(WHAT DOES MANAGEMENT WANT TO KNOW TO SELECT THE BEST ACTION)
Better advertising campaign: How long the campaign is required? What is the quality of our campaign? Is
it enough?
Reduce price? How much the customer is willing to
pay? Competitors price?
Promotion offer: What are the acceptable promotion strategy? Free sampling. Bundling offer. Coupons. Corporate discounts.
PROMOTION STRATEGY PR articles in health and wellness
related magazines. Newspapers. Tie up with gyms. Sponsoring events like community
health walks , corporate marathons etc. Television.
MESUREMENT QUESTION What kind of advertisement affects your
purchase behaviour? If you are provided with discount
coupons will you go for our product? Does bundling offer attract you? What do you like most about our new
product? How much are you willing to pay for the
product? Is the price affordable or not? Would u like to buy our product online?
QUESTIONNAIRE Do you frequently drink tea?a) Yes DV:b) No How do you feel after drinking Herbal
Tea?a. Greatb. Good DV:c. Not Satisfied
Why do you have herbal tea?a. Healthyb. Thinning DV: age groupc. Tasted. Refreshing Does social factors influence you to drink
herbal tea?( word of mouth)a. Yes b. No
Have you ever come across herbal tea ads?a. Yesb. No Rate the attractiveness of the advertisement of
our tea?a. Very attractive DV: customerb. Less attractive IV: attractiveness
of advc. Not at all Which type of promotional activities attracts
customer? DV: customera. Discountsb. Extra offers IV: Promotional
activitiesc. 1+1 Offer
Does the advertisement of Herbal Tea attracts you to purchase the product?
a. Yes IV: adv of herbal teab. No DV: purchase of the
product Rate the quality of the tea as per the
advertisement?a. Highly satisfactory DV: quality of teab. Satisfactory IV: advc. Average satisfactoryd. Dissatisfactorye. Highly dissatisfactory Did the adds persuade you to buy it?a. Yesb. No
What was your overall experience of Herbal Tea due to offers and discounts
a. Goodb. Averagec. Poor
INDEPENDENT VARIABLE The independent
variable is the variable that is varied or manipulated by the researcher.
An independent variable is the presumed cause.
The independent variable is the antecedent.
DEPENDENT VARIABLE
The dependent variable is the response that is measured.
The dependent variable is the presumed effect.
The dependent variable is the consequent.
MEASURING SCALE LIKERT SCALE A likert scale is the most
popular attitude scale. A statement followed by several levels of agreement. We have used likert as measuring scale.
MEASURING INSTRUMENT OF VARIABLE. We have used ordinal scale as a measuring
instrument of variable.
RELIABILITY It is defined as the degree to which measures
are free from error and hence consistent. Eg:Rate the attractiveness of the
advertisement of Herbal Tea?a. Very attractiveb. Less attractivec. Not at all Does the advertisement of Herbal Tea attracts
you to purchase the product?a. Yesb. No
VALIDITY It is defined as to used to check whether
research measures what is intended to measure.
ANALYSIS
ANALYSIS
ANALYSIS
ANALYSIS
QUESTIONS…….?
THANK YOU……!
