Category: MBA Marketing Projects

MBA Marketing Projects available for free to use.

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Brand Building of Heinz Tomato Ketchup in organized sector of India

Title of the Project: Brand Building of Heinz Tomato Ketchup in organized sector of India

Statement of the problem:

Heinz ketchup brand couldn’t be established in Indian ketchup market. After being in segment for last 16 year it covers very small portion of market size. Customers are less aware of the brand as a result customer base is also very small; Brand positioning is not effective, availability is limited which are the hinders to develop the brand

Objectives of the study:

This project is to find the market limitations of HTK, market opportunity, consumer base expansion & way to establish the goodwill among the customers.

  • This Project is to find the market limitations of HTK,

  • Market opportunities, consumer based expansions and the way to establish the goodwill among the customers.

  • To identify the consumer needs.

  • To know the brand image HTK

  • To measure the brand image towards HTK

  • To know the consumer attitude and demand towards the brand HTK

Explanation of the Method:

Basic methodology of primary data. Sample survey on consumers. Sample size will be minimum 50

Questionnaire (10 to 15 questions)

1. Name
2. Age
3. Contact No
4. Gender
5. Which part of India you belongs to
6. What kind of ketchup user you are
7. How the following factors influence your purchase decision making
8. Which Brand do you use
9. How familier you are with Heinz Kethcup Brand
10. Do you use Heinz Ketchup
11. Rate your overall satisfaction with Heinz Tomato Ketchup
12. How much you are aware of Heinz 100% natural feature
13. Have you ever noticed Heinz Ketchup Advertisement campaign
14. How effective the Advertisement campaign on the following parameter
15. Please specify your level of satisfaction of Heinz Ketchup on following parameters
16. Do you believe Heinz offers 100% Natural Ketchup
17. Are you ready to pay premium for 100% natural Ketchup
18. Would you try Heinz Ketchup

Chaptalization Scheme:

1. Heinz Tomato Ketchup overview
2. Ketchup market overview- Market size 1000 Cr
3. Major Brands in Product category
4. Market segmentation
5. HTK market share & opportunities
6. Marketing &Trade marketing
7. Distribution Expansion
8. Brand Positioning
9. Consumer Development
10. SWOT analysis
11. Brand Building
12. Data Analysis & Interpretation
13. Findings, Suggestions & Conclusion

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Brand Auditing of Maruti in the Segment of Hatch Back Cars

The present study is aimed at understanding the Brand audit and preference towards Maruti Swift and Wagon R. The study is conducted to know brand preference for Maruti Swift and Wagon R. Both Descriptive and Exploratory Research has been used. This research is Descriptive in Nature partly because a well-structured questionnaire is used by taking the sample from  100 respondents for collecting primary data and  Exploratory by collecting secondary data using books, journals and other text material.

As the other competitors are entering the market with variant models with stylish designs and colors. There is the scope and potential for Maruti Swift and Wagon R to capture each segment with the majority of share by studying the behavior of the consumers at regular intervals with utmost perfection and coming up with solutions that enhance customer loyalty and satisfaction. It is suggested to the company to improve the sales of the product by increasing the brand image. It is also suggested that to improve the design, advertisements, and features of the product. Further, it is suggested to Maruti Swift and Wagon R come out with better promotional strategies in order to gain a considerable market share.

OBJECTIVES OF THE STUDY:

  • To study the brand preference towards Maruti Swift Cars.
  • To Study the brand preference towards Maruti Wagon R Cars.
  • To do a comparative study between the branding strategies and performance of Maruti Swift and Wagon R cars based on brand auditing.
  • To know the factors that influence in buying the Maruti swift and wagon R Cars.
  • To come out with suitable suggestions that may help in improving the brand preference of both the brands.

SCOPE OF THE STUDY:

The study focuses on the brand auditing of hatch back cars with a special focus on the Maruti Swift and Wagon R cars. The scope of the study is limited to the brand performance and preference of both brands. The study relies both on primary and secondary information related to the topic under study. The marketing variables will be considered understudy while studying brand auditing. The period of 45 days will be considered for the study.

RESEARCH METHODOLOGY:

Research Design:

  • The Research Design used in this Research is Descriptive and Exploratory Research.
  • This research is Descriptive in Nature partly because a well-structured questionnaire is used for collecting detailed research using a Questionnaire.
  • It is also exploratory as preliminary level research is to be conducted using Secondary data on the subject in hand.

 SAMPLE DESIGN:

Sampling Procedure:

 The Sampling Procedure used is Area Sampling.

Sampling Units:

All the consumers who have purchased Maruti Swift and Wagon R  form part of the Sampling units.

Sampling Frame:

The population for the study consists of Maruti Swift and Wagon R owners which were collected from the visiting Customers and the staff working in the showrooms.

Sampling Size:

The Sample Size taken for the study is 100 separately for  Maruti Swift and Wagon R.

 DATA COLLECTION SOURCES:

Primary Data:

The primary data was collected by Conducting Survey about the Consumer buying preference for Maruti Swift with the help of a structured Questionnaire in such a way that it was easily understood by the respondents.

The following is the list of dealers in Hyderabad from which data has been extracted:

Secondary Data:

The data was collected from various websites, the company’s literature, the Journal of Marketing, Automobile magazines, Articles from Business Newspapers like the Economic Times, Business Line, and other publications related to the subject under study. 

DATA ANALYSIS:

The Data analysis was done by using various data tools such as cross-tables, Charts, Graphs, and Percentages.

The study is aimed at finding out the consumer’s opinion towards Maruti Swift and Wagon R. The study would reveal the intensity of the gap between the company’s deliverance and the consumer’s expectation. The revelation of the study would keep the company informed about the consumer’s Buying Behaviour towards the four-wheeler segment and try to come up with solutions to the problems faced during purchasing and post-purchasing of Maruti Swift and Wagon R.

LIMITATIONS OF THE STUDY

  • The Research was conducted in Hyderabad City only.
  • The study is limited to Wagon R and Maruti Swift.
  • The sample size was limited to 100 respondents.
  • The views and purpose of respondents may change.
  • The Duration of the project is limited to approximately 45 days.
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Consumer Attitude towards Online Retailing in Hyderabad

MOTIVE OF THE STUDY:

  • To Study the Consumer attitude towards online retailing in Hyderabad.
  •  To identify opportunities and the interest of young urban Consumers towards online retailing transactions for their daily needs.
  • To identify the potential challenges faced by online retailers in Hyderabad.
  • To develop an effective and efficient strategy for addressing the problems of Online retailing. 

OBJECTIVES OF THE STUDY:

  1. To study the consumer preference towards e-retailing in Hyderabad
  2. To know the factors that influence young urban Consumers to do e-retailing
  3. To find out the problems faced by young consumers in purchasing online retail products.
  4. To come out with suitable solutions for making e-retailing an effective tool for buyers

 SCOPE OF THE STUDY:

At present, there is a lot of demand for online purchasing. The present study will focus on the purchasing behavior towards e-retailing and finding out suitable solutions to make purchasing more interesting and was a torch bearer for future researchers and e-retailing companies can benefit from the such survey. The scope of the study is limited to the young urban Consumers who do a lot of e-retailing and are restricted to Hyderabad city only by surveying 100 respondents. 

CONCLUSION

The present study was undertaken with the objective of studying the buying behavior of customers online and determining the factors influencing their buying behavior. The study aims to find out the significance of e-retailing in the current scenario and the resulting change in purchase behavior. It also brings out the major factors that make customers prefer e-retailing to traditional shopping.

The study is done in Hyderabad. The first-hand information required for the study was collected through the questionnaires which were distributed to the respondents and taken back. The entire study is based on the hypothesis that functional factors, psychological factors, and content factors have a significant relationship with the buying behavior of online customers. Charts and tables were used to analyze the data given by respondents and also to test the hypothesis.

From the study, it is found that the above-mentioned factors are significantly associated with online buying behavior. It was also found that the factors like ordering the product, paying off it online and the post-purchase services have much influence on buying behavior. Apart from these factors, the product features and the promotional offers influence the consumers a lot.

It is suggested to online sellers increase the accessibility of the products and boosts the confidence of the customers in making online transactions. Consumers are still afraid of transaction problems and the misuse of their personal details. Online sellers should put more concentration on these factors in order to increase customer traffic. Only then, they can be able to grow and compete effectively.

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New Business Model for Diamond Jewelry Segment

Executive Summary

This society is diversified in all aspects. The Income levels of the people of India is been increasing which is enabling to increase in the buying capacity. The tastes and preferences are changing. The maximum individuals especially the women of India spend most of their money on shopping whereas the major spending goes into buying Jewelry.

The money spent on buying Jewelry can be treated in two ways and is social status and the second one is an investment. There are so many players who are in this business. This industry is been recording consistent growth of 5% every year. The government of India has identified the future boom for this segment and they have come up with wide range of initiatives like tax exemptions, liberalization of taxes etc., As foreign direct Investment has opened doors for the foreign players to invest their money in India.

There are different types of business models that came into the picture. Earlier there was only a traditional way of business where they will have fixed customers and Even the traditional customers if they have any function they prefer the only vendor whom they know but now a days the tastes and preferences are changing and traditional these traditional players could not cope up with changing environments. Now the trend is the retail business.

There are national and International players who are into this business. Every company has got its own business strategy, business plans, and models. In this study, I have gone through the various business models which are being adopted by various companies and there are a few players who are not coping with the change and they are getting into losses. In this study, I have proposed a  new business model which will help the existing players to cope with this and even it will help the new entrants of business people who want to enter into this diamond Jewelry business.

Introduction

India once is called the golden bird where we used to have a tremendous wealth of diamonds and Jewelers. India was a land for precious gems, diamonds, etc., world’s famous Kohinoor diamond was also born in India. Nowadays diamond jewelry has become fashionable and it is being considered a Prestige symbol and status signature. This trend is seen across the globe in almost all parts of the world. The increase in GDP and the Income levels of population of has created an urge to spend money towards luxury and the major contribution is from investing on diamond jewelry.

The economy of India has created a wide range of markets for diamond jewelry which leads to competition. There are so many national and international players who came into the business in India with huge Investments, new designs, and Models with sophisticated research & Development teams. The brand ambassadors of this segment are being paid huge.

This business in India is being done in two ways first is the old and traditional way where they have fixed customers and they do it in a disciplined way on a small scale where as when it comes the second model is a modern way where they educate customers on how to check the quality of the diamond etc., they invest huge amount of ambiance, quality staff, research, and development, etc., where they have to reap returns in this heavy competitive environment. There is an upcoming trend that is recording 5% consistent growth is the online purchasing of diamond jewelry. 

The rationale of the Study:

The way of doing business in the diamond jewelry segment is dynamic in nature in current business competition and the environment. Diamond jewelry is one of the segments which is playing important role in the Indian economy by contributing 7% of India’s GDP. The government of India has identified this segment as fastest growing segment in India and it has liberalized regulations in Imports and exports. We believe or not there are more than 500000 diamond jewelry players are there in India.

The gross exports of Diamonds and gems from India to different parts of the world are worth US$ 3.23 Billion. It is been estimated that there will be consistent growth of 16% per Annum consistently till 2022 in India. In spite of having available resources except for quality human resources, there are few players who are getting into losses and there are players who are game changers who work on strategies and they are being successful. Keeping in mind the facts and figures of the diamond jewelry market in India, I have chosen the topic: Business Plan for Diamond Jewelry. This has to help and it should be like a ready reckoner for new entrants as well as for the players who could not cope with the competition.

Objectives of the Study:

  • The major objective of the study is to identify, analyze and plan a competent business model which suits the Indian market
  • The Business Model should help traditional diamond jewelry businessmen to compete with the corporate brands
  • This Business Model has to help and it should be like a guide for new companies who want to step into the diamond jewelry business.
  • The Business model should be competent where it has to consider the fluctuations of the markets, season and un season with respect to different parts of India, customer buying behaviors of a particular location, changing customer preferences, etc.,
  • The key attributes which make the diamond jewelry business success

Scope of the Study:

The Scope of the Study is in India. The study consists of considering the existing models of business which are being adopted by corporates, traditional business men and the upcoming and successful retailers, online vendors, etc., The functional scope consists of considering almost all aspects of the business.

For retail business the scope covers the ambience, designs, models, staff, amenities, discounts, prices, events, etc., for online model it covers technical aspects and for traditional diamond jewelry business segment the current model which they are doing and the identification of gaps. The scope is huge as the objective is to prepare a competent business model which has to suit maximum number of entrants who are there in this business and who want to enter into this business.

Methodology:

The Methodology consists of Qualitative and Quantitative methods. The first one is a questionnaire-based model where the responses will be collected from the customers who buy diamond jewelry. This is a quantitative technique that I would be using in the project. The Qualitative technique is to observe the current business plans and the models of existing players.

The primary data will be collected from the different organizations that are in this business. The data will be collected from Corporates, senior leaders of the corporates, the traditional businessmen who are in diamond jewelry business. I’ll collect the data in a sequential way with a predefined questions which will be shared in final draft as it is tend to change from company to company and from person to person.

There will be additions and deletions in this set of questionnaires. The objective here is to understand exactly the mode of operations, business strategy existing and future etc., There is another set of questionnaire where the responses will be collected from the customers who buy diamond jewelry through various modes or at various stores or at various defined places or locations.

The secondary data will be collected through data analytics and statistics. The data will be collected from magazines, books, journals, and our academic concepts, etc., the secondary data mainly focuses on the strategies, theoretical knowledge, facts, and figures of the market and its analysis, etc.,

The Data Analysis part will be done by using statistical tools, and percentage methods for questionnaires from customers, and the final business plan will be derived based on responses collected from the business heads and representatives of different organizations and they will be compiled in line with the secondary data and finally, the business model or the Business Plan will be derived. This will be derived from the findings and conclusion as a part of the result of the Study.

Expected outcome:

The expected outcome is a Diamond Jewelry business model which is competent and which has to suit the Indian market which is domestic. In this project, I will not consider exports. This Model will be focusing on the domestic market which is a plan which has to help retailers, and traditional businessmen and coping up with online sales which is an alternative.

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Project Report on Marketing Strategy for Launching Technical Writing Company

The market entry strategy of any new companies or products encompasses marketing services that are put together when a product is entering into a consumer market. These services can be delivered separately depending on the consumers’ or customers’ needs and stage in the globalization process. By using the proven market entry strategy framework assess whether companies should enter a market or not, why, and how?

Today customers we will look at how could be affected by the threat of new entrants in the market and how can use barriers to entry to deter new competitors. This is one of the forces in Michael Porter’s Five Forces model of industry analysis.

Any indication that a market is growing, under-served or predominantly profitable will generate interest from an industrialist who believes that there is money to be made from the market. Where the existing business is making good profits, an entrepreneur will see this as an opportunity too good to miss. So before ordering Porsche and move house to a ten bedroom mansion, we need to think what these signs of success are saying to the competitors.

Objectives of research

  • To study about the market entry strategies for technical writing and publications
  • To investigate potential target markets in India.
  • To analyze which types of people exactly needed for the new business.
  • To investigate competition among local companies and marketers

Need of the Study:

This Project is meant for Identifying the Potential of technical Publication Market in India and mapping the Marketing Strategy for Running or launching the Technical Publications Company in India. 

Problem Statement:

As we explore this topic in more details, it would be interesting to know what experienced technical writing professionals in the Indian industry think about the Indian market, when equipped with the necessary information about the Indian outsourcing market as was discussed earlier in this study. As it is an outsourced Business form from US, UK and European continent there will always be a fluctuation which needs to be considered while proposing a Marketing Strategy.

Conclusion:

The empirical data and analysis have shown an understandable market strategy for a new company to enter into India it may the foreign player starting business in Indian an Indian starting technical writing or publishing company in India . (The project is about a startup to be launched in India. It is not about a foreign company setting up a new company in India.) It is clear that technical writing companies are highly interested to enter the market where there is market demand and presently,  increasing human resource and technical efficiency light has a potential demand in developing countries.

To enter the market, technical writing companies prefer to get the govt. support, better business infrastructure, like if the company is started in IT special economic zone the company will get free infrastructure like power, transportation etc., along with service tax exemptions etc., and they can even get the quality human resporces. better market opportunity and customer demand of their product. Product price, labour cost, potential business partner and market demand are the key strategic objectives what technical writing companies should focus on.

Joint venturelike getting tie up with the established foreign technical writing companies where they can give works continuously as they will have the good client base is the most popular and safest entry mode when company wants to enter into developing market. To monitor the distribution channel and transaction cost should be done before entering into developing country. It is always best to know the market as much as possible and find out how major players conduct their business so that technical writing companies can take the competitive advantages after entering into the market. Finally, market evaluation is very important for technical writing companies to know what mistakes they have done so that in future company cannot make that mistake again.

The result of this research has discussed new theories and important knowledge which can be used by companies to choose the right market entry strategy and to reduce the risk in the future. However, our project is not the end of this study. We would call it as just the beginning of the further studies which should be done to establish the emerging theories and minimize the gap.

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A Study on Consumer buying behaviour with reference to Amazon.in

RATIONALE OF THE STUDY: 

  • To study the consumer buying experience at Amazon.in in Hyderabad.
  • To identify opportunities and the interest of the buyers towards online retailing transactions at Amazon.in
  • To understand the offers and discounts provided by Amazon.in
  • To study the problems and dissatisfaction that may be experienced by the customers Amazon.in.

OBJECTIVES OF THE STUDY:

1. To study the consumer buying behaviour towards Amazon.in in Hyderabad

2. To know the factors that influences the Consumers to do purchasing from Amazon.in.

3. To find out the problems faced by young consumers in buying online retail products from Amazon.in.

4. To come out with suitable suggestions towards making online purchases at Amazon.in.

SCOPE OF THE STUDY:

The scope of the study is limited to the buying behaviour of consumers at Hyderabad who do online shopping from Amazon.in. The Main reason of the present study is to find out the online retailing experience of the consumers and their attitude and satisfaction levels. The study also focuses on factors that influence in doing online shopping at Amazon.in and the problems faced by them during placing the order and receiving the product.

RESEARCH METHODOLOGY:

a) RESEARCH DESIGN:

Both Descriptive and exploratory research will be used for this project study. The research of this study involves in both field survey& literature survey, to identify the scope & potential marketing challenges of purchasing from Amazon.in.

Nature of the Data: Primary & secondary data will be used in this project study

Primary data: The descriptive research will be conducted by using primary data which will be collected through the personal interviews using questionnaire as a data collection tool, to identify the scope of retail ecommerce business in India. The primary data is accurate & highly reliable in nature.

Field Study: Field study will be used to collect the primary data from the sample trough the interviews by using questionnaire as data collection tool.

Secondary data: The exploratory research will be conducted by using secondary data which will be collected from various published sources such as retail and e-commerce Journals such as International journal of electronic commerce, Indian Journal of retailing, Indian Journal of Marketing, E commerce magazines, Business Magazines Text books on Retail Management, E-commerce and websites on online retailing and Amazon.in.

b) SAMPLING DESIGN:

Sampling Frame: The Sampling frame will be taken from the population residing in urban Areas in Hyderabad.

Sample Size: The study will be conducted on a sample of 100 Consumers who are frequent buyers from Amazon.in from Hyderabad city.

Sample units: The sample units will be taken from among the 100 consumers residing in selected areas in Hyderabad. The Consumers who are making their online purchases from Amazon.in may be considered for the study.

Sampling Method: This study will be undertaken by using Convenience and Area sampling.

Data Analysis: Charts, tables and percentage analysis will be used for the study.

LIMITATIONS OF THE STUDY: 

  • The primary data will be collected only from online buyers. 
  • The survey will be conducted in only in Hyderabad city only. 
  • The data will be collected only from the urban consumers, who might be aware of the process of online transactions & have their own bank accounts.
  • The views and opinions of the respondents may change over the period of time.

DIRECTION FOR FURTHER RESEARCH: At present there is a lot of demand for online purchasing. The present study will focus on the purchasing behaviour towards Amazon.in and finding out suitable solutions to make purchasing more interesting and will be a torch bearer for future researchers and online retailing companies can benefit from such survey.

Focusing on the post-purchase experience is the next frontier for online retailers. Now, retailers are extending the customer hand-holding postpurchase with beautiful branded interfaces, delivery visibility, and personalized content. By streamlining customers’ paths to purchase and bringing them back directly into the loyalty loop, brands can convert one-time shoppers into lifelong brand advocates.