RMM

ASSIGNMENT

GOURAV GUHA
17PGDM090
SECTION B
 CASE A

1) Has the management decision been well defined?

Ans: Fruitzone India Ltd. was the Indian subsidiary of the multinational
company Gypsy Inc, the global leader in the beverages industry. The company was
contemplating the launch of a new flavour of fruit juice and decided to conduct a
feasibility study. It hired an external market research agency, India Monitor International
(IMI) to conduct the market research.

Hemant, the MD of Tropiviva was a health freak and was interested in

the juice brand Tropiviva. India is a tropical country with a huge population and a
significant number of people consume sugarcane and ‘bael’ juices during summers and
tapping into the market would be beneficial. After been acquired by Gypsy in 1948
Tropiviva has been instrumental in adding various fruit juice but it had a market share of
6.6% in 2013.

The dilemma revolved around the issue of whether FIL should launch
the sugarcane juice and in case it’s launched what is going to be the product mix. The
general gut feeling about sugarcane juice is that people like to consume it fresh as also
was preferred by Mr. Hemant hence question was whether putting it in a container
would at all be beneficial.

Sugarcane Juice vendors prepare it freshly and they don’t believe that it
can be stored. Many of this information came from Tropiviva’s exploratory and
confirmatory research. Two rationales which incentivized the need for sugarcane cane
juice was that Indian juice market is still untapped due to poor infrastructure, poor
storage facilities and highly unorganized market and sugarcane poses a wonderful
refreshing drink under the hot sun which poses a huge seasonal demand.

Second rationale being the people of India are becoming more health
conscious and the focus is shifting from cola to health drinks. There is also a great
opportunity to innovate and make better flavoured sugarcane drinks in bottles or tetra
packs which can boost the FIL. In view of the above-mentioned facts FIL has been
smart and instrumental in making the right move for going into collaboration with
Tropiviva and has taken a proper management decision.
2) Critique the overall research plan prepared by India Monitor International?

Ans: The market research plan by India Monitor International was divided
into two parts a) The Exploratory Research

b)The Confirmatory Research

The Exploratory research is sub divided into three more parts:

i) Secondary Research
ii)Primary Data from the Focus Group Discussions.
iii)Primary Data from In depth interviews.

 In the secondary research zone it is planned to collect data about the

performance of Tropivia as compared to its competitors and the current
demand for existing products. Data were collected from published industry
reports and internal marketing data provided by Fruitzone and different
newspapers, magazines and online databases.

But according to me, IMI should first test the data collected from
published industry reports and internal marketing data provided by
Fruitzone, to check its biased nature so that it do not get conflicted woyh
the dta collected from different newspapers, magazines and online
databases.

 In the focused group discussion participants were those who consumed

packed fruit juices only on a frequent basis but we must also consider
those who haven’t yet tried out packed juice but are sugarcane juice
lovers. Among the packed fruit juice drinkers we can also choose those
who are not frequent fruit juice drinkers.

 In-depth interviews it is given that IMI will be conducting interviews with

the regional sales manager of the competitor. Personally I don’t feel that
this is a very correct thing to do since a manager of a competitor’s product
if he knows about the reason for research may not be giving the correct
market information. Secondly, it is also written that only 3 roadside
vendors are interviewed. According to me this is a very small sample size.
This sample size can be increased to more decent level of around 10-12.

 The information regarding the confirmatory research is given in very less

amount of detail. No clear roadmap is made in this regard. So as
 confirmatory research is a very critical thing , it should be considered is a
more subtle and serious manner.

3) Is the exploratory research plan prepared by India Monitor International

appropriate?

Ans) Exploratory research looks extremely appropriate in the sense that

all the parts are very well covered and each tool used is described in detail.

 The plan for secondary research includes collection of data from the
company sources and then from the newspapers , magazines and
databases.

 Then comes the plan for focus group discussions where a sample of the
people the selected for discussions through a definite methodology.
Homogenity of the group is also maintained which is a very important
point.

 In detailed in depth interviews also all the concerned parties( Fruit

Vendors, Specially roadside fruit vendors ) are taken into consideration.

So overall we can say the full exploratory research plan is very

appropriate. The onlys things which can be improved have been
discussed in Q2.

Q 4.What size of the packaged fruit juice do you generally buy?

Ans: Generally when I am travelling within the city where I know the packaged juice
would be readily available, I tend to buy small tetra packs.

If I require juice for daily consumption of my family I generally go for large bottles
which can be stored in the fridge and can be used for a longer time.
 CASE B

1. Q4. Kindly fill the questionnaire in the case exhibit and identify any
aspect that you would like to change.

Please read the following statements carefully Strongly Agree Neither Disagree Strongly
and indicate the response that most nearly agree agree Disagree
reflect your opinion Nor
Disagree

I read the ingredients mentioned on the pack 

I try out new food joints very often 
We use a lot of ready –to- eat foods in our 
household.
Frozen food accounts for a large part of the 
food products I use in our household
I try to avoid food products with additives 
I take regular health check ups 
I often take food/beverage because they 
contribute to weight control
I eat a lot of greens(spinach, methi) and 
vegetables
When I see a new brand on the shelf ,I often 
buy it just to see what it’s like
I compare product information labels to 
decide which brand to buy

I read the information sheet given at grocery 

malls
I am the kind of person who would try any 
new product once
I exercise regularly 
I use the coupons in the information sheet 
given at grocery malls
I buy and stock up products when they are on 
sale
I notice when the price of items that I buy 
change
I work more than 12 hours every day 
I like the challenge of doing something new 
I like ready to eat foods and eat them often 
Among items of same quality, I often buy the 
lowest cost item
The questionnaire contains no questions about probiotic products. Since FIL will be
launching a probiotic drink, it’s important that they have questions related to the pattern
of consumption of probiotics.