A RESEARCH PROPOSAL/PARRYS

AD SELECTION PROCESS


CONTENTS
Introduction of parry company ("Enrich life by creating value from
agriculture)
Objectives
Hypothesis
Research established problems/constrains
Literature Review
Desk Research
Determine Type and Nature Of Data Required
Sources Of data
Method Of Data Analysis
Population & Sampling Plan
Survey Research Time Considerations
Research Cost Considerations
INTRODUCTION
E.I.D-Parry is the only sugar manufacturer in India with a
dedicated R&D wing and breeding programme. E.I.D-Parry
continues to produce new, high yielding cane varieties
which are sucrose-rich and pest-resistant, thereby
increasing yield and returns for the farmer.
E.I.D-Parry also promotes sustainable agricultural practices
by helping farmers to start trichogramma centers across
villages which breed bio-control agents to contain
sugarcane pests. This green, pest control initiative, not only
contributes to rural prosperity, but also ensures that the
sugarcane supplied to its manufacturing plants are free
from chemical pesticides.

Objective
Broad Objective :
To determine which of the 4 ads should Parrys chose?

Specific Objective:
To determine what factors contribute to peoples
preference to specific ads
To determine What is peoples view of Parrys as a
brand?

HYPOTHESIS
There is no link between income and sugar brand
preference.
People are not brand conscious in so far as necessities
like sugar are concerned.
There is not much of a price disparity between
different brands of sugar.
Extensive advertisement is required in so far as
creating awareness of a new brand of sugar is
concerned.
Research established
problems/constraints
The budget is limited and We as a business research
team reach a correct decision with optimum solution
The targeted city to be decided
The target audience will be decided
The correct research method to be defined
Data Refinement and Analysis
Literature Review
Following are some of the papers that were referred for formulating the
questionnaire as well as deciding the hypothesis.
An article on India s Sugar Industry: Analysing Domestic Demand
and Recent Trends. Research article that gives the trends of sugar market
in India deriving a pattern.

India's Sugar Policy and the world Sugar Economy (FAO
International Sugar Conference, Fiji, 2012):- Trends in sugar
production / supply and consumption in India. Research article that
gives a statistical analysis of the changing trends in the demand for sugar
consumption in India.



Sugar - OECD-FAO Agricultural Outlook 2013-
2022
The Agricultural Outlook, 2013-2022, is a collaborative
effort of the Agricultural Outlook(2013-2022)
Organisation for Economic Co-operation and
Development (OECD) and the Food and Agriculture
Organization (FAO) of the United Nations.
Research Journal that gives the current consumption
levels & projected consumptions by 2022 in India &
China.
A STUDY ON FINANCIAL PERFORMANCE OF
SUGAR INDUSTRY IN INDIA
By Dr. G. Malyadri,Associate Professor,Dept of
MBA,Sreenivasa Institute of Technology and
Management Studies (SITAMS),
Research article that throws light on the present
situation of the Indian sugar industry, discussing the
indicate details of the industry from financial and
micro economic profit of view etc, it aims to provide
and insight in to the financial viability and
profitability of Indian sugar industry.

DESK RESEARCH
Purpose
Our search of secondary sources will be carried out to
refine the objectives and provide lines of enquiry for
the next stages. Specifically, the desk research phase
will gather information on national usage of sugar over
the last fifteen;4 years. This trend data should give a
useful indication about the status of the marketplace.
At this point, we must also generate a list of brand
names and uncover any pertinent information on
competing brands that may be useful in the next parts
of the research.

DESK RESEARCH CONT..
The desk research will attempt to establish the
following:
How much sugar is purchased per month by a
household?
What kind of sugar are usually kept?
What are the various applications of sugar?
What prices are charged?
What packet sizes are available?
What other substitutes of sugar are available?
Who should be the target audience?

Determine Type and Nature Of Data Required
- Procedure
The search will begin with the internal reports of market
research company; we would ask that you allow us to
consult personnel who may have access to records. We
would brief them on the requirements of the research and
we would expect to hold three meetings for this purpose.
The sales team mentioned in the brief may be part of this.
We would expect access to: (possibly indirectly) internal
reports on the domestic marketplace; information on
distribution to restaurants, corporate; correspondence with
customers; regional buying patterns; any complaints.
These will all be indicative of the likely domestic
marketplace and will indicate strengths and weaknesses
that will help in segmentation.

Procedure
An external search will also take place. We will obtain
and analyze existing market assessments. We will
contact relevant trade associations. We will inspect
published research for any indications of sugar. We
intend to create a port-folio of advertising and
promotional materials used by your competition. This
will give materials that will allow us to explore likely
promotional platforms.
Sources Of data
Primary Data: Focus Group Discussion
We are taking 3 focus groups with a sample size of 10
members each.
There will be a moderator and set of observers present
there for analyzing the discussion and taking notes.
Focus group discussions will be conducted in three
cities Bengaluru, Delhi and Mumbai. The discussions
conducted with participants of varied sections will
aimed in gauging the perception of the product in the
minds of possible customers. This will be used to
determine the type of AD campaign.

Sources Of data
Secondary Data: Desk Research and internet
sources
We have analyzed the data available and online
research on Parrys Sugar. This includes various
aspects of gathering data by discovering the important
questions and figuring out the solutions.

Identifying Sources of Data

Our objective is to find which advertising campaign Parrys
should go for. We will take into consideration the cost associated
with advertising campaigns along with the views of consumers
from various sectors like house-holds, working class, government
agencies and distributers.

Findings of both Qualitative analysis as well as Quantitative
analysis will be used in taking a decision as to which advertising
campaign will be beneficial for Parrys Sugar industries limited.

Identifying Sources of Data

1) Desk Research : Desk research is basically involved in
collecting data from existing resources.

Advantages
It is a low cost technique as compared to field research, as the
main cost is involved in executives time, telephone charges.
It is very effective and can be conducted in starting phase of
market research.
It is quite quick and cheap and most of the basic information
could be easily fetched which can be used as benchmark in the
research process.
Identifying Sources of Data

Desk Research Techniques

Internal Desk Research Most of the information gathered
internally from the organization.
External Desk Research External Desk Research involves
research done outside the organizational boundaries and
collecting relevant information.
a. Online Desk Research
b. Government published data
c. Customer desk research

Method Of Data Analysis

2) Qualitative Research Qualitative researchers aim to gather
an in-depth understanding of human behaviour and the
reasons that govern such behaviour.
Qualitative researchers may use different approaches in
collecting data.Forms of the data collected can include
interviews and group discussions, observation and reflection
field notes, various texts, pictures, and other materials.
The below of the approaches are used for the Qualitative
Research.
A. Focus Group Discussions
B. Face to Face Interview
C. Projective Techniques
Focus group discussion
A focus group is an interview conducted by a trained moderator in a non
structured and natural manner with a small group of respondents. The
moderator leads the discussion. Purpose is to gain insights by listening to
a group of people from the appropriate target market about issues of
interest to the moderator.
General characteristics of a focus group discussion:
The discussion involves 8 12 members
It is homogeneous and all members are screened.
The duration is for 1-3 hours.
It is generally recorded in form of audio / video.
The appointed moderator must possess observational, interpersonal and
interpersonal skills , and knowledge of the topic.
Relaxed informal setting is required for the participants.
Focus group discussion
A moderator should be:
Detached / empathetic
Permissive but alert
Must encourage people to talk
People should be more specific
Encourage unresponsive members to talk
Population & Sampling Plan

We have decided to carry out 3 focus groups each in 3
cities which are Bangalore, Delhi, Mumbai
Each focus group consists of 10 members
The target segment would include:
Married women
Chefs/Restaurant Owners
Mom & Pop Store Owners/Supermarket managers
Bachelors

Sampling Plan
For the qualitative research, the customer will be
reached over the phone and asked to participate to a
focus group on Parrys Sugar. The focus group will be
executed in Bangalore, Delhi and Mumbai.The plan is
to perform the focus group in one day, from morning
to evening. There will be a moderator who will ask the
questions and help frame the discussion among the
participants. There will also be two observers who will
sit and observe the reactions of the participants to the
questions asked. We will also record a video of this
focus group discussion. Then the answers will be put
on paper and analyzed.

Procedure

The following questions would be asked in order to moderate the
discussion:
What sugar do you normally purchase?
Where do you purchase your sugar from? Super markets? Or your local
mom and pop stores?
How much sugar do you purchase monthly?
Do you purchase normal sugar? Brown sugar? Or sugar free? Why?
Have you ever used Parrys sugar?
Are you brand loyal as far as sugar is concerned?
What do you associate sugar with?
Pure as a childs emotion
Pure as a moms love
Sweet Moments
Sweet as a first crush

Identifying Sources of Data

B. Face to Face Interview:
Research technique conducted in person in the field by a trained
interviewer for the purpose of learning the motivation of consumers in
the purchase decision process.

C. Projective Techniques:
It helps in identifying potential associations between brand images and
the emotions they may provoke.
In advertising, projective tests are used to evaluate responses to
advertisements.
Brand Personification:
Sentence completion:
Story completion:
Construction Technique


Quantitative Research
It uses numerical analysis and it reduces the data into numbers.
It aims to identify how many households are using Parrys sugar while
its competitors like Satin sugar, Imperial sugar, Baajhind. Households
generally have tendency to buy sugar readily available at General stores.
Quantitative research is generally done using scientific methods, which
includes the following steps:
Developing models, theories, and hypotheses of what the researcher
expects to find.
Developing instruments and methods for measuring the data.
Experimental control and manipulation of variables.
Collecting the data.
Modelling and analyzing the data.
Evaluating the results.

Quantitative Research
Purpose
The primary purpose is to quantify, as far as possible,
the number of households in the 3 metropolitan cities
which consume Parrys Sugar. This would give us an
estimate of the depth of Parrys market penetration.
The resulting data will also tell give us an idea of the
competition faced by Parrys Sugar in these cities and
the advertisement to be undertaken.

Decision Proposal

The decision has been made to carry out telephonic
interviews. The target population of households and
sweets manufactures will be taken into consideration.
This method will allow us to choose people more
accurately. Also, a online survey will be conducted of
the retail shop owners, who sell sugar based items on
some relevant criteria. This will provide with a wide
variety of responses on their relative consumption and
usage patterns
Population and Sampling

Classification for telephonic interviews
Household: 250 per city (delhi, bengaluru, Mumbai,)
Sweet manufactures: 50 per city(delhi, bengaluru,
Mumbai,)

Email Survey:
No. of Target consumers
1500(per city)

This will give a spread of responses and opportunity to
identify the differences of population views. Hence give a
path to go ahead with.
Procedure

Once the information of the household and sweet manufactures are
determined, the process of the questionnaires will take up the
following flow:
Questions asked:
Do you think sugar you consume is in purest form?
Yes
No
What you think purest sugar can be associated with?
Childs emotion
Mother child relation
New crush
How will you react to a packaging which expresses emotions?
Neutral
Give a feeling of association


Cont..
Where possible question will be pre coded, we will
include a few more questions to narrow down on the
consumers buying decisions and hold the interview
for 2-3 minutes.
The analysis will involve proper understanding the
association of masses with parry.Once the initial data
is evaluated we intend to come to a conclusion
RESEARCH
After the competition of the quantitative and
qualitative research, an interim report will be prepared
and submitted to Parry. Next step will be a meeting
with Parry to discuss further line of action. An outline
power point presentation will be created and after
approval formal presentations will be made.
Transcripts of interview arealso available.
Research Flow Chart

Survey Research Time
Considerations

Task(activity) No of Days
Desk Research 3
Qualitative Field Work 7
Questionnaire 3
Quantitative Stage(fgd) 6
Analysis 5
Report And Presentation 3
Total No of Days 27
Research Cost Considerations

Task Cost(Rs)
Executive fess For Desk Research and
Analysing
1,00,000
In Mumbai and New Delhi Focus group
Interview in Each city 1 FGD interview
will be Conducted.
40000*2*2=160,000
In Bangalore 1 FGD 30000*2=60,000
In Mumbai and Delhi Face to Face
interview(100 interview)
175*2*100=35,000
In Bangalore face to face 100 Interview 150*100=15,000
Telephone Expenses 4,000
Direct customer survey (sales Person)
household
40*2000=80,000
For Retail Stores (Sales Person) 40*110=4,400
All Executive Fee + travel expenses 141,000
Total Cost for Research 5,99,400


Credentials :-The Research will be assisted in his work
by a team of capable analysis and an geographical
operational head from the Company.
Quality Control:-All the interviewers are trained we
check 20% of the interview; in person, telephone, All
the field work adheres to the industry standards.