MARKETING RESEARCH

ASSIGNMENT 1

Submitted By –

Dhruv Laleja (F-034)

MR - A
 INDIVIDUAL ASSIGNMENT – 1

objective : To understand and develop appreciation

for research process and prepare a full-fledged
research proposal
 CONSUMER JOURNEY MAP FOR
PORTABLE SMOOTHIE MAKER

Stage Awareness Consideration Decision Delivery and Loyalty and

Use Advocacy
Customer Widespread Product Quality Buy the product Easily available at Maintain positive
awareness since maintained as per if it maintains general/modern customer
Centric Goals
it’s a new set standards the promise of trade stores, at experience and
product launch quality online platforms build on feedback
Customer • Friends and Compare and Selection of the •Available at increasing
Social Groups evaluate alternatives right product nearby stores awareness and
Activities
• Online and • Obtain via engagement
Offline mediums Amazon

Touchpoints Word of Mouth Word of mouth, GT/MT stores, Easy usage based Word of mouth,
and Marketing GT/MT stores, social gym and hotels on availability at social media;
Campaigns media various blogs; fitness
geographies; reviews; surveys
available at
offline channel
Business Goals Tap an entirely Generate more Maintain the Optimized supply Ensure the TG for
new market and people linked to quality of the chain to reach at the product is
increase the brand product as the points of loyal to brand;
customers promised purchase keeping keep tracking
in mind peak customer
demand in initial feedbacks
days

KPIs Amount of orders Current TG in Price in the Availability at all Customer

received; reach beer market kept market compared times at points of satisfaction,
amongst TG consistent and to competitors purchase reorder rate
new customers
created

Responsible Marketing and Marketing and Offline market Cost responsible Marketing, online
Communications Communications development delivery and development
feasibility for
entire supply
chain
MI FIT SMOOTHIE MAKER

 The company assumed as my client for this research

proposal is MI, under this the focus in on its new product
Portable Smoothie maker
 MI is one of the premium brands which focus on
innovation and given honest price for product. This mixer
lies in the medium priced product category amongst all
available products
 No MI presence in the kitchen appliances domain
 The customers of this product category has many existing
MIFans
 Synergies with MI band extremely viable and
complementing
 Demographic dividends possible with this product and
category
 Demand for portable electronics on a rise
 Steady growth in kitchen appliance sector in India
 Research Proposal

This research proposal is organized as follows –

1. Appreciation of Brief
2. Research Objective
3. Research Methodology
4. Data Collection
5. Target Demographics
6. Timeline
 Appreciation of Brief
 MI stand as the number one smartphone brand in India. Xiaomi India is also the number one
smart TV, smart wearables and power bank brand in India, making it the most loved technology
brand in the nation.

 The challenge was to find India specific categories and design products suited for Indian
consumers

 The move is in line with Xiaomi Goals where the company wants to be seen as Tech giant and
wants to create MI home ( A system of MI devices connected through IOT(Internet of things).

 The Product will be priced at 750 Rs with built-in safety and Bluetooth features.IT will be
available in modern trade and departmental stores.

 In this context MI has approached an agency to present a proposal for which following is our
approach towards the study.
 Research Objective

The proposed market research project contains the following objectives –

 Profiling of different customers and creating personas to understand the target audience
for our beverage
 Analyse how people make smoothie and protein shake in different segmented geographies
 Understand the factors crucial for the target audience and analyse those factors in order
to cater to them in an efficient manner
 Arrive at an optimized solution on deciding which cities to target for the product in initial
phase
 Primary Research (Phase 1):

- Surveys to be floated amongst respondents in all urban cities. Also, questionnaire shall be administered
physically face to face to 30 respondents in the city to get detailed responses on our research questions.
- Industry Experts interviewed from MI along with other competitor firms like Philips, Bajaj to gain their
perspectives on the product entry.
- Focus Group Discussion would be conducted to understand the preferences of consumers about attributes of the
product, product type, pricing, role of brands, design etc.
- An in-depth interview will be conducted to find out consumer preferences and consumption behavior patterns to
come up with valuable propositions.
- Consumers will be used to respond to the words ‘portable’, ‘healthy smoothie’, ‘healthy diet’ etc. to know their
perception of various attributes and to determine their attitude towards the same.

 Secondary Research (Phase 2):

 Scholarly papers will be reviewed as to how decision making on purchase of the product is influenced.
 Extensive research will be carried out using resources such as industry reports of e-commerce (USA, UK etc.)
 Other company implementation reports and studying company data
 Data Collection
 The data collection methodology will consist of the following actionable items –

1) Face to face interviews with customers

2) Online google surveys
3) Focus Group Discussion data
4) Offline feedback via in-depth interviews
5) Historical transaction data collected from the parent brand
6) Tracking customer behaviour at points of selling of beverages
7) Regression analysis performed on data collected from past records
Target Demographics
 The target audience is:

Age Occupation Problems Addressed

14-24 Young Gym Enthusiasts -Protein shakes take 8-10 minutes to

make in the morning busy hour
-Lack of knowledge as to which
smoothie is suitable for what diet
24-35 New Mothers -Frequency of making baby food too high
-High dependancy on househelp

24-40 Salaried Bachelor & -Hassle of entering kitchen multiple

Married fitness junkies times
-Bulky mixers not portable to offices
-Cleaning process is cumbersome
& time-consuming
Timeline

September & November (2019):- Data

collection via primary and secondary research

December & January(2020):- Analysis of data

and driving insights to produce specific results

February – May(2020):- Launching the product

in non MI stores
THANK YOU