“Strategic marketing Management”

Report on

HIlal Cup kake

Submitted to:

“Ma’am Ayesha Aman”

Submitted by:

Muhammad Salman Qurashi

Muhmmad Furqan

Muhammad Waqas Mazhar

Waqar Wajid

Masters in Business Administration Department

Date: 02 January 2014

Title fly

Title page

Transmittal

January 02, 2014

Course Instructor, Ms. Ayesha Aman

Strategic Marketing Management

Karachi.

Dear Respected Ma’am,

We are submitting here, a report on “Strategic Marketing Management”.

All the information provided in this report is comprehensively discussed with a

satisfactory background of valid facts and figures.

In this report we discussed the entire strategic marketing management

concepts that we have learn in our class.

If there are any questions or queries you have about the material presented in

this report, I will be extremely glad to appear before you.

Sincerely,

Furqan, salman, waqas & waqar

Acknowledgement

With the blessings of ALLAH the almighty, the report enclosed has reached its stage of final

completion. This report is a result of exhaustive and much enthusiastic work. We extend our

heartiest thanks to “Ma’am Ayesha Aman”, for conducting this course and making it

interesting and knowledgeable, without her efforts and co-operation the report could not have

been possible. We also thank for her confidence and trust she had on us, which cannot be

anyway under estimated.

We are also equally grateful to Our University for providing us the opportunities to pursue

our endeavor.

We hope readers of this report can complement the depth of the study and efforts put into it.

Table of Content

1. Synopsis 2. Company Introduction

Mission

Vision

Core Value

3. Positioning 1. Positioning Statement 2. Positioning Strategy 3. Slogan

4. Product

Product Attribute Quality Design

5. Price

Method

Objective

Price Strategy

6. Promotion

Awareness

Advertising

7. Environment 1. Market definition 2. Market size 3. Competitor

Direct Competitor In direct Competitor

8. Positioning & Product 1. Segmentation

Geographical Physiographical Demographical Behavioral

Micro Marketing

Target Market Kids youngsters

9. Consumer Analysis

Nature of buying

Participant

Physiographic

Demographic

Brand Equity

BCG Analysis

10. SWOT Analysis 1. Our Own SWOT 2. Distribution channels

11. Contact Method

12. Marketing Channel

1. Geographic coverage 2. Distribution channel 3. Distribution Overview

13. Requirement and selection

14. Direct marketing

15. Research overview

Synopsis

The product we have chosen is Hilal “Cup Kake”. The vision of Hilal

becomes a development partner to their key customers. They create

integral solutions for various areas where they can identify the need of

good taste cake.

The company generates the profit by setting pricing strategy skimming to

generate the maximum profit from innovators in earlier adopters and grab

the market share.

“Cup Kake” has several powerful strengths on which to build, and one of it

is brand awareness and brand image in the market.

The major opportunities is changing life style of people that delivers a

number of valued benefits, eliminating the need for Customer to use this

product as it has good taste which is good for children.

They also face the threat of ever –higher Competition from their biggest

competitors, as well as downsizing pressure and chance of price war.

“Cup Kake” strengths, weakness, opportunities and threats has been

discussed.

Hilal targets families of upper middle and higher classes, small and large

family size.

The companies analyze the market situation where DAWN is the major

indirect competitor.

The company establishes the market strategy choosing the target market

approximately 10 million people in number after carrying out a market

survey they found out that their existence a need of this “Cup Kake” , 60%

people were positively reply about the constant need for such product.

Pakistan is very potential market (basically we are targeting urban

population, the growth rate of urban population is 0.75%) so we can say

that the environment for this product is beneficial.

Hilal has a B2C distribution channel which includes the company itself, the

wholesalers and retailers.

It basically uses a pull strategy for Promotion of its brands, focuses more

on communication and is the only consumer goods company that gives the

lowest markups to retailers.

Company History and Background:

Hilal has been synonymous with excellent quality confectionery products for

the past fifty years. Over the last half century, the company has diversified its

product range, with a variety of popular new confectioneries for consumers all

over Pakistan to enjoy. Hilal Confectionery is a market pioneer and leader

with their classic range of candies and bubble gums - now newer, improved,

and innovative products like chocolates, wafers and powdered drinks have

also had a substantial impact on the marketplace. The extensive Hilal

portfolio includes, but is not limited to, such recognizable products such as

Amras Candy, Chooran Chatni, Khopra ,Pan Pasand and Ding Dong at one

end, to Milker Bar Bar, Line Up, and Sun Sip at the other end.

Hilal is an ever-advancing company, with its vision firmly entrenched in the

future. In line with this vision, the production units at Hyderabad were recently

shifted to the main city of Karachi. The company has been busy looking at

new ways in which to approach its market, and in line with such an innovative

approach, is now consolidating the launch of packaged cakes, produced on

the finest imported machinery. Taking into account Hilal’s stellar track record,

and appreciation from the customer base, Kake is destined to be another one

of Hilal’s Halo brands.

Hilal's latest product, 'Kake' is part of the company's new baking division,

which has enabled the company to gain market share within the snack food

industry.

Growing companies respond to changing market trend. This adaptation helps

them to secure good market share. Hilal with its associated concerns have

always been given importance to market changes and consumer preferences.

Hilal has developed variety of products, which appeal to almost all market

segments with basic objective to capture the all-demographic segments. Hilal

got the title of market leader in local confectionary items.

Mission

To achieve customer satisfaction in response to changing market trends To innovate within existing products and technologies according to

market trends To maintain its high market share and market leadership To be accessible to all segments in the market To constantly maintain its high quality standards

Hilal Confectionery (Pvt) Ltd has always given priority to consumer

preferences in the market, appealing to different market segments inclusive of

all demographic segments. Given the company’s focus on high quality, food

safety, nutritional value, and consumer appeal, Hilal has achieved the title of

market leader in the Pakistani confectionery market

Vision

Hilal, along with its ancillary concerns, currently holds the title of market

leader in confectionery, and it envisions to not only maintain this position, but

also to replicate this success in new product categories also. Being number

one means having to anticipate the customers’ needs and desires. No one

does this well than Hilal.

Core Values: Sister concerns of Hilal, involved in manufacturing of confectionery and powdered drinks, place a great emphasis on quality control by using modernized plants that are operated by qualified and trained staff. Automization is encouraged, and progressive, custom software has been introduced for nearly all the departments. Innovation through latest technology utilization and optimum utilization of qualified staff members is the basic tenet on which Hilal thrives.

POSITIONING

Positioning Statement:

Positioning involves what values offers to the segments and also designing

the product image that will occupy a distinctive place in the mind of the

consumer of the target market. Hilal Company has decided to create its own

unique image and then strong position in the consumer’s mind. Hilal

positioned its product in the mind of the consumer as:

Kids, students and youngsters (TARGET MARKET)

Cup “Kake” (brand name)

Providing taste with more exciting flavors(concept)

More flavors (differentiate)

SLOGAN:

“THE “CUPKAKE” THAT EATS LIKE A MEAL”

POSITION STRATEGY:

They are offering innovative features and flavors in the cupcakes. This brand

meets people’s expectation as having light treat in

evening. Hilal has placed the bill boards on roads,

bus stops, actively using of page on social websites

and playing attractive ads on TV channels.

MA

RK

ET STRA

TEGY

PRODUCT STRATEGY

Product Attributes: Quality

Hilal offering the quality product to their customer with different benefits in the cupcake and flavors to fulfill need and wants. Hilal believe that the customer should come back not product. The company goal is that, make the product free of defect that make customer reliable for the product. That’s why Hilal made valuable product for customer point of view to satisfy customer and build long term relationship.

Design

They are offering unique cupcake by introducing more flavors and

different packaging which no one in our competitor is thinking. They

know their product form is unique and it will make their customer life

tastier.

Their product, “Cup Kake” is made from high quality vegetable oils, so it

is important source of essential fats and vitamins A, calcium and iron.

Cupcake makes a big contribution to the healthy growth and

development of the whole family. It is a good source that is necessary

for healthy growth and development, both for children and adults.

Key facts

Vitamin A helps maintain good vision.

Calcium maintains strong bones

Iron provides oxygen to all parts of the body

Did you know?

Hilal’s product helps you to live well and enjoy your life!

More than 90 percent of medical specialists dealing with children say that children need nutrients in their diet for healthy growth and development.

Vitamin A, calcium and iron are building blocks for the body. Cupcake is a good source of it.

Nearly nine out of every ten primary school teachers interviewed for a recent study say that bad eating habits affects not only healthy growth and development, but also performance at school.

PRICE

Pricing objective:

Pricing is very difficult because the various companies have related product,

cost and face different degree of competition. Hilal wants to maximize the

market share by using skimming price.

Pricing method:

Hilal is using target return pricing. First they will

make 60,000 units. The maximum cost of sixty

thousand units is 1200,000 (20each).

Pricing strategy:

Through this strategy Hilal tends to generate maximum revenue from the innovators and early adopters. This strategy, as we all know, is only effective if Hilal is keep doing repositioning their product, in short we mean to say our product is innovative.

They have many reasons to use skimming

price. They want to create superior

product’s image in the mind of customer.

If they use skimming price so competitors

will not enter with the same technology in

the market immediately. They have

maximum time to generate a profit from this

technology.

Price Adjustment strategies:

They are using two types of price

adjustment strategies:

Psychological Pricing:

They are first one to introduce this concept.

So they used psychological pricing strategy and set the price of product

high to make them belief that the quality of our product and service is

high.

Discounts:

The second price adjustment strategy they are using is discount pricing.

They give discounts to their customers if they purchase their given

packages.

PROMOTION STRATEGY

Promotion through product placement:

They will be looking forward to promote their product through product placement strategy as now a day’s Pakistani dramas are very popular so we’ll be targeting that.

Promotional Goals

1. Gain market growth each quarter. 2. Continue to increase market penetration by 1.5% per quarter. 3. Increase brand awareness of our product

Awareness:

Cupcake contains essential oils, which are important for the growth and

development of children. Why do we call these essential fats? Since our body

cannot produce itself. We must get them through diet. Like vitamins. They are

found in oily fish, nuts and avocados. By using of cupcakes is an easy and

tasty way to get them inside. As part of a balanced diet and healthy lifestyle,

using cupcakes plays an important contribution to the amount of essential fats

needed for the growth and development of children.

Cupcake is a good source of vitamins A, Calcium and Iron. Vitamin A

contributes to the maintenance of normal vision. Calcium and Iron contributes

to the maintenance of normal bones and teeth.

Cupcake is a delicious and healthy choice for you and your family!

Advertising

Advertising is one of the best ways to communicate your message to

thousand of target customer buyers at a time. But it is very expensive tool to

communicate your message. Although we will use this tool in the beginning

but we will put large amount of our budget

on this type of communication mode.

In their ads their objective is to expose

their message to maximum people at the

right time and place. How it can be

possible? It can be possible by

researching our target customers

activities, at what media source they use,

where they spend their most of the time etc. their ads will not only get

attention of customers but it will be easy for them to understand our message.

In their ads we will motivate customers to buy our product. We will make sure

that they buy the right product. In short AIDA strategy will be followed in their

ads.

They will use Informational appeal or rational appeal. They want their

customers to know about product attributes or features of our existing

product. It is just point of difference which makes this product unique. They

want to highlight these differences as much as possible.

Sales Force Requirements, Techniques, and Management

Especially when targeting general public, so they are also going to prepare

their sales team to give awareness and convince people to buy our product.

Environment:

Market definition

The usage of bakery product in Pakistan is very high and Pakistan is one of

the potential markets and expected to earn revenue $334 million.

Market Size:

Hilal is a well-known company its market size is very big as Pakistan’s market

is very huge so they have got their product recognition and product

awareness.

In environment we talk about internal and external departments, Internal are

controllable departments and external are uncontrollable departments.

Competitors:

Direct Competitors

There is no direct competitor exist for Hilal kake to compete it because its one

of the innovative product and give them competitive edge.

In Direct Competitor and market share

Following is Hilal’s In-Direct Competitor:

DAWN CUP CAKE

Dawn’s

Cup

Cake

Information:

In-direct Competitor strength and weakness

Strength

Strong Market Position

Prominent Brand Name Recognition

Launched several differentiated products

Huge resources

Weakness

Huge range of product

Positioning & Product

SEGMENTATION:

Divide the market into different group of buyers who share similar sets of

needs and wants.

GEOGRAPHIC SEGMENTATION:

It calls for division of market into different geographical units such as countries, cities, regions, divisions etc.

Geographic Segmentation

World region Asia

Country Pakistan

Cities Karachi

Density Urban

DEMOGRAPHIC SEGMENTATION:

Hilal is using demographic segmentation on the basis of Occupation and

education because our target markets are kids and light meal lovers.

Demographic Segmentation

Age 05 – 30

Gender Kids male and female

Occupation Any

PSYCHOGRAPHIC SEGMENTATION:

Hilal is using psychographic segmentation on the basis of social class and

lifestyle.

Psychographic segmentation:

Social Class Lower, Middle class to higher class

Life Style Believers, achievers, fulfilled, new

generation

Social trend Health conscious

BEHAVIORAL SEGMENTATION:

Hilal is using Behavioral segmentation on their basis of benefits, user status

etc.

Behavioral Segmentation:

Benefits Quality, Features and brand status

User Status First time User to loyal user

Loyalty Exist

User State Exist

Attitude towards Brand Exist

Occasions/ functions Daily - evenings

APPROACH USE FOR TARGET MARKETING:

MICRO MARKETING:

Tailor their offers and program to meet the need and wants of specific

individuals and local customer group. Hilal is using micro marketing approach

to target its customers.

TARGET MARKET:

Hilal has divided its target market into two categories primary consumer

Market and primary business market as they are as follows.

Kids:

Kids enjoy their evening with Hilal “CupKaKe”. As our product is the main

source of essential vitamins and good fats which is fundamental for the kids

which help them in growing healthy kid.

Youngsters and students:

Our other target market will be youngsters and students who are taste lovers because they are also the major stakeholders in general public. They also enjoy being kid in their elder age as they missed their childhood very much. Keeping in mind these stakeholders are also our potential consumers as they will buy our product for themselves and for their younger family member or kids.

Consumer Analysis:

Nature of the Buying Decision:

Nature of the buying decision is not so fluent in market because of less

awareness of this “Cup Kake” . Hilal had newly launch this product that’s why

its not getting brand recognition from their consumers but those who are

using it are highly appreciating Hilal “CupKaKe” because of its taste and high

availibility. But still the consumers always look at the disadvantages of the

product after purchasing it. Since no other product is offering essential

elements as Hilal “CupKaKe” do.

Participants

It’s not necessary that the buyer is the actual user of the product. Sometimes

the buyer buys it for the consumption of the user who is dependent on the

buyer. Buyers and users are equal participants of the product. Decision to buy

is not only made by the buyer, that decision can be influenced by the user.

Demographics:

Pakistan is the country where usage of sweet is increasing day by day. The

demographics include ages, location, gender, race, occupation, income etc.

The potential market of “CupKaKe” is kids and Cake lovers. Aged 5 to 30 and

minimum income should be 10000 and above, it targets kids, male and

female both especially to Cake lovers.

Psychographics:

“CupKaKe” is designed for lower middle class, middle class, lower upper

class and higher class. The product is used by the people who have

experiencing, thinking nature and lifestyle. Whereas people having gregarious

and ambitious personality.

Brand equity:

Company wants to build brand equity about the product that is a “full of

essential nutrients” and all these vital nutrients will help in growing great

and healthy kids. As this new and young generation which is our hope and

source of strong Pakistan, so we should make our children strong by this

product.

BCG Analysis:

According to BCG analysis our product is a Question mark (?). As Hilal has introduced their Cakes in earlier time but soon they came to know that their market is going towards decline because their Cakes were not getting recognition and they were facing loss so they stopped the production of cakes but now again they have started launching Cakes with innovative and creative positioning strategies.

HIGH

MARKET

GROWTH

LOW

MARKET SHARE HIGH

LOW

THE BCG

MATRIX

SWOT Analysis: The overall evaluation of a company’s strengths, weaknesses, opportunities and threats is called SWOT analysis. It is a way of monitoring the external and internal marketing environment.

Strengths:

Hilal has Strong company image so ”Cup Kake” has an advantage in this regard.

1. Hilal has got Strong brand portfolio 2. Quantity & variety is also one of the attractive aspect of Hilal so in the

case of ”CUP KAKE” , this aspect comes into existence. 3. “Cup Kake” posses’ delicious & attractive Taste. 4. Solid base of the company 5. Innovative aspects, which is again fulfilled by repositioning of ”CUP

KAKE” . 6. Help people getting more out of life

Weaknesses

1. High prices of products 2. Substitutes products (muffins) 3. Policy of spending for the social responsibility 4. Reduced spending for research & development

Opportunities

1. Changing life style of people 2. New markets 3. Increase the volume of production 4. Low income consumers 5. Help in improving people diet & daily lives

Threats

1. Competitors (Dawn Cupcakes) 2. Political effects 3. Legislative effect 4. Environmental effect 5. Obstacle faced Change in life style of people 6. Chance for price war 7. Increase in production &labor cost

Our Own “SWOT” with Respect To Promotion,

Product, Price, Placement and Brand.

Strengths

High demand for fresh cakes during Ramadan, Eid and winter seasons.

Cupkake consumption is low but on a regular basis and the longer

shelf-life of the product allows for an extensive distribution strategy,

unlike fresh cakes.

CupKake allows some room for product differentiation from competitors

on quality, size and taste.

CupKake has packaged cake production facilities.

Weaknesses:

CupKake production is on a small-scale basis with very limited

production which makes it profit shrink.

Heavy dependence on imports of raw materials means supplies are

subject to Pakistan’s imports policies and production costs are subject

to price fluctuations that Hilal cannot control, because it adds some

ingredients which are imported from other countries like artificial saint

and flavor.

CapKake is at its initial level of introduction and has been bought not as

up to the marks so less consumption leaves machinery operating below

capacity for part of it optimum production this is one of the weakness for

CapKake as well.

Opportunities

Improvement of households’ economic situation should foster an

increased consumption of both CupKake.

Regular demand for CupKake exists. Increasing the basis of packaged

cake consumers will develop a new market. New marketing ideas can

be tested in a still immature market.

Current packaged imports frequently of poor quality or past expiration

date; susceptible to import substitution CupKake can grab their part of

share as well.

While a decrease or stability in the price of flour is an opportunity.

Hilal CupKake may have the flavor of Raspberry & Blueberry as well

like blueberry muffins.

Threats

If Pakistan has to import more it could results heavy dependence on

imported flour and sugar means that tariffs or exchange rate fluctuations

can increase the costs of raw materials and will directly hit the cost of

CupKake.

CupKake has extensive competition from imported cakes as well mainly

which come from Iran in a bulk and which are distributed through an

efficient marketing chain and are price competitive as well.

Contact Method:

Web pages on social websites Questionnaire:

Hilal is not actively using web pages on social websites questionnaire for

cupcakes as our contact method. This is the best way to reach the people.

They are not much expensive, simple and easily answerable and there is the

interaction with the party and chances of getting feedbacks.

Strategy based on market dominance

In this context Hilal classified their product “CupKaKe” based on their market share or dominance of an industry. Typically there are four types of market dominance strategies:

Leader

Challenger

Follower

Niche

In cupcake situation we can conclude that Hilal is market challenger who

challenges its competitor through implicating different approaches as it is

thinking of customers’ problem solution. Since cupcake is user friendly due to

its features and delicious because of its ingredients, this product will not have

problem in grabbing new customer’s attention and retaining them.

Porter generic strategy

In this strategy, Hilal is on the dimension of strategy strength which refers to

sustainable competitive advantages. Since cupcake is following product

differentiation strategy which distinguished it from its competitor, but Hilal in

this strategy is also focusing on narrow competitive scope.

MARKETING CHANNELS

Geographic Coverage:

There are various channels of marketing which can be used to deliver the

product from the producer to consumer. In case of our product, the indirect

channels are more convenient. In case our product demand increases with

the time we can go for intermediaries’ options as that increment might create

difficulty for us to distribute the product efficiently.

Hilal is repositioning its product only in Karachi, Lahore and Islamabad

therefore our geographic coverage is limited to only three cities of Pakistan.

Distribution Channel:

Hilal has a B2C distribution channel which includes the company will deal with the wholesalers, retailers, and the customers. It basically uses a pull strategy for the promotion of its brands, focuses more on communication and is the only consumer goods company that gives the lowest markups to retailers. They are using their general distributors. There are two channels are used.

PRODUCER PRODUCER

WHOLESALER

RETAILER

RETAILER

CONSUMER

CONSUMER

Distribution overview:

Essence of distribution lies in building a full proof value chain network that

delivers the product from where it is manufactured to the final consumers.

Some companies like to distribute their products through different wholesalers

and retailers. But Hilal will start delivering its product with it’s their general

distributors or the same distributors which deliver their whole range of

products.

Sales Objectives

1. Prospecting. Sales representatives must find out new customers 2. Communicating. Sales representatives must have complete

knowledge about company and its product. It will help them while communicating.

3. Selling. Sales representatives must be able to close sales as soon as possible after approaching them, presenting and after answering objections.

4. Servicing. Various services are provided by Sales representatives to the customers like consulting, technical assistance and so on. They must be able to provide these services.

5. Information Gathering. Our objective is that sales representatives must conduct market research and intelligence work.

6. Allocating. Sales representatives are able to arrange substitute product for loyal customers when there is shortage in the Company.

Sales Force Strategy

There are lots of customers who want to buy our product from our sales team. Our sales team will be located strategically so they reach the right customer at the right time.

Sales force structure

We will follow market structure in which sales representatives will be trained

according to market so they will be able to push a product efficiently across

the given market.

Sales force size

The size of the sales force is dependent on the market size and number of

customers. By using formula we found that we need to have 100 sales

representatives.

Compensation

Finally compensation which is the most motivation factor for any employee.

We have basic pay plus commission based system. If they sell more they will

get more pay.

Now it is very important to manage sales force team. These steps are

required to manage sales force teams.

Recruiting and Selecting

Training

Supervising

Motivating

Evaluating

Recruiting and Selecting

Recruiting and selecting the right people is very important. Our goal is to find

the people who have risk taking skills, a powerful sense of mission, a

problem-solving bent, care for the customer, and careful planning.

Training

After selecting like-minded sales people we have training session for our

sales representatives. We tell them about company and products.

Supervising

When our sales represents are ready to go in the field we give them direction.

We give our support where they want. We pay close attention on their

performance.

Motivating

Sales representatives need to be motivated. They are given difficult task but

attainable. To attain those individual goals we motivate them in different

ways. Compensation is the major source. Appreciation and recognition also

help them to motivate.

Evaluating

Evaluation comes at last. We evaluate the result. It is difference what was set

and what has been achieved. After evaluating we have clear picture about

every employee. It helps us to pay special attention to that sales

representative who is not effective.

Sales Promotion

Contests: It is included in our action plan; we will add customer sales

promotion such as contest in which customers post videos on our website,

showing how they tell recipes in which “CupKaKe” is used in a creative and

unusual ways.

School: Sales promotion will also be taking place in famous schools of

Karachi, Lahore and Islamabad in order to familiar the brand with the kids

which will influence their parents to buy this product.

Trade shows, exhibits: There are hundreds of trade shows; exhibits etc. are

held at expo Karachi. We are looking forward to take part in FMCG products

exhibits. These kinds of trade shows help to attract more customers.

Publicity / Public Relations: Public relation plays a very important role in

today’s marketing world by keeping it in mind we decided to pay special

attention on this channel. It is does not only help you to make strong relation

but alternately you communicate your product message.

Company magazine: In today’s world technology has changed everything.

New or updated products are being launched by different companies

frequently. People have limited information. In this regard it is very important

to update them about new product and their features in an interesting way.

Company magazine can play an important part. In our company magazine we

will not only emphasis on our product but we will include different and easy

cooking recipes.

Direct Marketing

To reach customers without using any channel is named as direct marketing.

It does not only help you to reduce you marketing cost but it also helps you to

make good relation with your customers. We will use following tools as a

direct marketing.

Shopping: Shopping trend has been changed. People like to go for

shopping with whole families it’s now become a good outing. This way they

spend and enjoy their time with their families. We going to make our products

available at every groceries shops and big retails shops.

Social Websites: By making pages on the social websites is the

cheapest and easiest way to communicate your message. In this regard we

are focusing on collecting potential costumers email ids, this way we can get

customer’s feedback. They are our target customers and by knowing their

feedback we can also improve our product and help it growing.

Websites: Company website is a great source of marketing. Customers

are come to know about product features available on the websites.

Research Overview:

After carrying out a market research we have found out that there exist a need of more flavors of “CupKaKe” and packaging of the cupcake should be changed. By this we would be able to increase the market share and increase the consumer size. There is a competitor but it doesn’t think of introducing the more flavors in cupcakes and improve packaging. Through market research Hilal have found out that 90% of our target market has replied positively about a constant NEED for such kind of a product.

Research Plan

Data Source:

Primary Data Source:

Hilal is using primary data source to collect the data. Because it introduced an innovative product and its main function is to satisfy consumer needs by their taste. Research has been carried out before in this regard that’s why Hilal is using primary data source.

Research Approach:

SURVEY APPROACH:

Hilal is using survey research to collect the data. Because surveys are the

best for descriptive research. By using survey research we want to learn

about people knowledge, belief, attitude, preference about the product.

Research Instrument:

Questionnaires:

The research instrument Unilever chooses to collect the primary data is

questionnaires. Because of its flexibility, it is the most common

instrument which is used to collect the primary data.

Some Questions:

1) How did you come to know about Hilal – “Cup Kake” ?

a- Through stores (3/20=15% people goes for option A)

b- Through websites (0% people goes for option B)

c- Through friends (3/20=15% people goes for option C)

d- Through advertisement (14/20=70% people goes for option D)

2) What motivates you to buy this product?

a- Taste (8/20=40% people goes for option A)

b- Name (3/20=15% people goes for option B)

c- Price (4/20=20% people goes for option C)

d- Quality (5/20=25% people goes for option D)

3) What comes in your mind when you hear the name of Hilal - “Cup Kake”

?

________________________________________________________________

4) What attributes differentiate “Cup Kake” from other cupcakes?

a- Taste (8/20=40% people goes for option A)

b- Quality (9/20=45% people goes for option B)

c- Availability (3/20=15% people goes for option C)

5) Have you ever experience any issue with Hilal – “Cup Kake”

a- Yes (If yes, then what) ________________ (0% no one goes for

this)

No (100%people goes for option)

Sampling Plan:

1. Sampling Units:

Hilal is surveying the kids, students and youth for their “CupKaKe”.

2. Sample Size:

Large sample size gives more reliable result but it is not very easy to

take everyone’s input so Hilal has selected kids, students and youth

belongs to different income level. Sample size was 20.

3. Sampling Procedure:

Hilal is using simple random sampling procedure to collect the

information because in simple random sampling every member of the

population has an equal chance to selection.

References: http://www.hilalcandy.com/introduction.html