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 always been 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 with their company and post their needs and wants from the company, this way marketing research has helped P&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-decision problem. Ans.P&G already have over 300 brands under its hood catering to over 5 million consumers in 80 countries worldwide. The problem is that P&G tries to meet the requirement of each and every consumer rather than concentrating on a specific segment. The problem here is that with the increasing no of consumer so rapidly the company not only has to convince the consumers but 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-decision problem you have identified. Ans.The marketing researching problem is that when the size of consumer is growing it is difficult for P&G to focus on the target consumer. The consumers have less time and higher expectations from their preferred brands Q4.Formulate an appropriate research design to address the marketing research problem you have defined. 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 last calendar year. Ans. Currently the toothpaste market in India stands at ` 2,000-rores. Toothpaste usage in India is very low as compared to other countries. The potential for growth is immense in the urban toothpaste market. The usage of toothpaste in the Indian cities is about 190gms whereas in developed 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 and Dabur India. The level of penetration of toothpaste in India is 50 per cent. However the major toothpaste players in India are trying their best to increase penetration levels in the rural parts of the country which is still by far untapped.

At Present Colgate holds a market share of 52% and HUL 23%. 14.5% of the market share is shared by brands such as Pepsodent, Babool, Sensodyne, Cibaca, Neem, Vicco etc .
Source: http://business.mapsofindia.com/top-brands-india/top-tooth-paste-brands-in-india.html

Q6.What role can causal research play in helping P&G increase its market share? Ans. Causal research is a type of conclusive research where the major objective is to obtain the evidence regarding the cause and effect relationships. The causal research is basically used to predict what would be the effect on a particular cause. For example: Decrease in price would result in increase in sales and market share. In this way causal research in helpful in increasing the market share. Q7. Discuss the role of qualitative research in helping P&G to increase its share of the toothpaste market. Ans. Qualitative Research is not only concerned with what, where and when it also investigates the why and how of decision making, it takes into consideration the focus samples for the research rather than going for a large samples. Qualitative researchers typically rely on the following methods for gathering information: Participant Observation, Non-participant Observation, Field Notes, Reflexive Journals, Structured Interview, Semi-structured Interview, Unstructured Interview, and Analysis of documents and materials. Some distinctive qualitative methods are the use of focus groups and key informant interviews. The focus group technique involves a moderator facilitating a small group discussion between selected individuals on a particular topic. This is a particularly popular method in market research The qualitative research helps in clear decision making through its various methods which would help the P&G in increasing the market share of the toothpaste market Q8.P&G has developed a new toothpaste that provides tooth and gum protection for 24 hours after each brushing. It would like to determine consumers response to this new Toothpaste before introducing it in the marketplace. If a survey is to be conducted to determine consumer preferences, which survey method should be used and why? Ans. The product can be put in a test market environment and this could be for helpful in knowing the consumer preferences, Test marketing is an experiment conducted in a field laboratory (the test market)comprising of actual stores and real-life buying situations, without the buyers knowing they are participating in an evaluation exercise. It simulates the eventual marketmix to ascertain consumer reaction. Depending on the quality and quantity of sales data required for the final decision, test marketing may last from few weeks to several months. Q9.What role can causal research play in helping P&G increase its market share? Ans. Causal research is a type of conclusive research where the major objective is to obtain the evidence regarding the cause and effect relationships. The causal research is basically used to predict what would be the effect on a particular cause. For example: Decrease in price would

result in increase in sales and market share. In this way causal research in helpful in increasing the market share. Q10. Illustrate the use of the primary type of scales in measuring consumer preferences for toothpaste brands. Ans. Source:
http://www.google.co.in/url?sa=t&rct=j&q=primary%20types%20of%20scale%20in%20measuring%20c onsumer%20preference%20for%20toothpaste%20brands&source=web&cd=3&sqi=2&ved=0CCgQFjAC& url=http%3A%2F%2Fwww.courses.psu.edu%2Fmrkt%2Fmrkt472_uqy%2FCHPT10.ppt&ei=R7SCUJeiKMT 5rAeKg4HgDw&usg=AFQjCNE_UoztWfoQrWbeOxlbuJTlTCoZ2A

Scale Nominal

Basic Characteristics Numbers identify & classify objects

Common Examples Social Security nos., numbering of football players Quality rankings, rankings of teams in a tournament

Marketing Examples Brand nos., store types

Permissible Statistics Descriptive Inferential Percentages, mode Chi-square, binomial test

Ordinal

Interval

Nos. indicate the relative positions of objects but not the magnitude of differences between them Differences between objects can be compared, zero point is arbitrary Zero point is fixed, ratios of scale values can be compared

Preference Percentile, rankings, median market position, social class Attitudes, opinions, index nos. Range, mean, standard deviation

Rank-order correlation, Friedman ANOVA

Temperature (Fahrenheit, Celsius)

Productmoment correlation, t tests, regression Coefficient of variation

Ratio

Length, weight

Age, sales, income, costs

Geometric mean, harmonic mean

Q12.Develop a questionnaire for assessing the consumer preferences for toothpaste brands .

Ans.

Name.. Sex. Age. Which brand of toothpaste do you use? 1. Colgate 2.pepsodent 3.close-up 4.others..

What do you look for while buying toothpaste? 1.taste 2.gum care 3.teeth whitening 4. Others.

How often do you purchase toothpaste .weeks/months