Summer Internship Research and Digital Strategy project

Abstract
Customer expectation and the level of satisfaction of consumers is an essential one for
withstanding a brand. The factors influencing the consumers for purchasing consumer foods
like quality, healthy, tasty, availability and fat content. Today consumer market is flooded
with various brands of consumer foods. Consumers have specific preference or choice and
they analyse the price, quality, packaging aspects etc. before they buy the product and hence,
it is up to the manufacturer to concentrate on those aspects and workout better strategy to
attract more customers for the brand.
Research Problem
Since there are several brands of consumer foods in the market, attempt is being made to
know which is more popular, preferred and purchased by the consumer. Also an attempt is
being made to study the consumer expectations as well as the level of satisfaction with the
products of Fortune foods. Equipped with this knowledge, the research team would come up
with various Integrated Marketing Campaign strategies, particularly digital strategies and
leverage the digital medium to drive the sales. Primary aim is customer acquisition as well as
retention.
Research objectives
1. Understanding the brand perception and preference among the consumers of food based
FMCG products.
2. Understanding the health perceptions among the consumers.
3. Understanding the consumer behaviour trends
4. Study the existing brand communication strategies of Fortune foods (SWOT, PEST etc)
5. Design an IMC strategy with a special emphasis on digital marketing strategies.
Tentative time line for the project (total duration of 8 weeks)

MR - field visits and other data collection for objectives 1,2,3 - 3 weeks
Collation of Data and understanding trends - 1 week
Studying existing brand communication strategies of Fortune Foods - 1 week
Design an IMC ( digital ) Strategy - 3 weeks