Research Proposal for Mother Dairy

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)

Research Proposal for Mother Dairy

Introduction of the Mother Dairy Brand

Mother Dairy is the third-largest dairy player in the country with a well-diversified product portfolio. Mother Dairy is an ISO-9002, IS-25000 HACCP and IS-14001 EMS certified organization. It markets approximately 2.8 million litres of milk daily in the markets of Delhi, Mumbai, Saurashtra and Hyderabad.

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

(fruits and vegetables) (edible oils)

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 Objective / Hypothesis

Safal is loosing its market share:A hypothesis can be formulated in order to find out the possible reasons for it. It is facing tough competition from various other brands particularly Reliance Fresh, Food Bazar, Big Apple and Subhiksha. Consumers are not satisfied with Safals service any more. Customers are attracted by the big advertisement and promotional techniques adopted by the big players.

Importance / Benefits of the Study

The benefits of the research will be that Safal will be able to know the possible reasons for the decline in its market share. It will also be able to formulate a strategy to tackle the competition and gain an advantage over them. If the research findings are that the consumers are not satisfied with the quality of the service provided by Safal then it can change its service strategy accordingly. All this will help Safal to increase its market share even further.

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

: 8 days : 7 days : 6 days

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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