Q1.Discuss the role that marketing research can play in helping P&G build its various brands.

Ans.Marketing research plays a very important role in building any brand, P&G have alwaysbeen
known for using marketing research for building and promoting their various brands.P&G also
started their Consumer Relationship Department in 1941 which helped consumers to get withtheir
company and post their needs and wants from the company, this way marketing research has
helpedP&G in improving many of its brands and become one of the leading company in the world.

Q2 P&G is considering further increasing its market share. Define the management-decisionproblem.

Ans P&G already have over 300 brands under its hood catering to over 5 million consumers in80
countries worldwide. The problem is that P&G tries to meet the requirement of each andevery
consumer rather than concentrating on a specific segment. The problem here is that withthe
increasing no of consumer so rapidly the company not only has to convince the consumersbut also
the retailers to stock their goods because their product line is also getting diluted.

Q3 Define an appropriate marketing research problem based on the management-decisionproblem

you have identified.

Ans.The marketing researching problem is that when the size of consumer is growing it isdifficult for
P&G to focus on the target consumer. The consumers have less time and higherexpectations from
their preferred brands

Q4.Formulate an appropriate research design to address the marketing research problem you
havedefined.

Ans.Descriptive Research design can be used for the problem that has been identified.Descriptive
research is undertaken to describe answers to questions of who, what, where, when,and how

Q5. Use the Internet to determine the market shares of the major toothpaste brands for the
lastcalendar year.

Ans.

Currently the toothpaste market in India stands at

2,000-rores. Toothpaste usage in Indiais very low as compared to other countries. The potential for
growth is immense in the urbantoothpaste market. The usage of toothpaste in the Indian cities is
about 190gms whereas indeveloped countries like USA and England the toothpaste usage is 375 gms
per person annually.The top toothpaste brands in India include Colgate Palmolive, Hindustan Lever
Limited andDabur India. The level of penetration of toothpaste in India is 50 per cent. However the
majortoothpaste players in India are trying their best to increase penetration levels in the rural parts
of the country which is still by far untapped.