Marketing Research Project

“Presented to: Rana Shahzad”

Presenters:

Mubasher Mubeen [091503]

Amna Saddiqi [083506] Shabbir Hussain [091512] Rana Atif Ali [091528] Fawad Arshad [091507] Rizwan Maqsood[091513]

Observation

Haleeb Bottled Milk was found in bulk at shelves of super stores during our routine purchase visits.

We visited:

“Makro Link Road Model Town”

“Hyper Star Fortress Stadium”

Problem

Why the use of “Haleeb Bottled Milk” is Low

Dependent Variable

Use of “Haleeb Bottled Milk”

Independent Variables

Promotion Quality Price Availability Taste logistics Segmentation Awareness Competitors Packaging Offers,

Substitutes

Prioritized Variables

Awareness, Quality, Price, Brands

Thematic Diagram

Relationship of Variables

1. Use of Haleeb Bottled Milk & Awareness= Positive +ve

2. Use of Haleeb Bottled Milk & Quality = Positive +ve

3. Use of Haleeb Bottled Milk & Price = Nagative -ve

4. Use of Haleeb Bottled Milk & Price = Positive +ve

5. Use of Haleeb Bottled Milk & Competitors = Nagative -ve

Logical Statements

1. If the Awareness is “High” then the Use of Haleeb Bottled Milk will also be “High”

2. If the Quality is “High” then the Use of Haleeb Bottled Milk will also be “High”

3. If the Price is “Low” then the Use of Haleeb Bottled Milk will also be “High”

4. If the Price is “High” then the Use of Haleeb Bottled Milk will also be “High”

5. If the Competitors are “Low” then the Use of Haleeb Bottled Milk will also be “High”

Research Methodology

Purpose of study Exploratory Type of Investigation Non-Causal

Study Setting . Non-Contrived. Time Horizon Longitudinal Unit of Analysis Individuals

Sampling

Non Probability Based Sampling– Due to time constrains

Purposive Sampling – Selective Audience

Judgment Sampling

Respondents

No. of Respondent – 30

Targeted Audience – General Consumers at Super Stores Lahore.

Responses to Our Questionnaire

Type of Milk Being Used

0

5

10

15

20

Fresh

Packed

Important Concerns are

02468

1012141618

SD D NA/ND A SA

Quality

Price

Awarness

Brand

Price influence on purchase decision of packed milk.

0

5

10

15

20

25

Yes

No

Awareness play important role while purchasing of packed milk

0

5

10

15

20

Yes

No

Major concerns during purchase of packed milk (Ranking)

0

5

10

15

20

25

1

Quality

Price

Awarness

Brands

Brand play important role in decision making of packed milk

0

5

10

15

20

Yes

No

Preferred brand in packed milk

Market Share of Haleeb (Bottled Milk)

2%

34%

36%

28% Haleeb

Olpers

Milk pack

Nestle

Information Source ?

Preferable mode of Entertainment

0

2

4

6

8

10

12

14

16

18

1

Tv

Radio

Newspaper

BillBoards

You saw an ad of Haleeb (Bottled Milk) at least once in the Last month?

0

5

10

15

20

25

30

Yes

No

Have you heard about Haleeb bottled milk

0

5

10

15

20

25

Yes

No

If Your most important attributes will be available in Haleeb Bottled milk will you buy?

0

5

10

15

20

Yes

No

Conclusion

The awareness level of Haleeb (Bottled Milk) is very low due lack of advertising

It’s market share is very low followed by a low mind share and heart share Not Easily accessible for time-constrained consumers Nestle and Olpers are frequently purchased in place of Haleeb No effective customer research before the launch in order to know the customer

preference Haleeb (Bottled Milk) has not yet generated a positive word of mouth among

it’s target customers The most preferred source of entertainment of the target audience is watching

television. There is no ATL promotional activities from Haleeb Foods. Positively perceived in terms of quality and convenience Target audience is price Quality sensitive as compared to Brand preference.