Research Proposal

1. Executive Summary:
This report if about “Comparative Study of the following three juices in
Karachi Market” to identify which juice manufacturing company is more successful
among them in marketing of its product and why is it so?

I. Nestle.

II. Slice.

III. Sheezan.

2. Problem Statement:
In modern era, it has become much difficult for an organization to make
new customers and hold old ones because new competitors are continuously entering the
markets, which introduce quality products, spend a lot on advertising to create awareness
of their products and use low pricing and many different strategies to attract customers.
The older organizations which are not bringing necessary changes and loosing customers
may have difficult time ahead or even their survival may be endangered.

3. Research Objective:
The purpose of this research is to conduct comparative study of three juice
companies to identify which of them is more successful among them and have a higher
market share. This led us to the following objectives of the research:

I. Which juice is earning higher for the past few years?

II. What accounts for the higher income of one juice than others?
III. What are the prices of these juices & what are the reasons of different prices?
IV. What is present and past supply position of each juice?
V. What are the advertising and promotional campaigns to increase the sale of
these juices?
VI. What are customer’s behavior, intentions, motivations, attitudes, preferences
and requirements?
VII. What is the price elasticity of demand for each juice among consumers?
4. Significance of Study:
The significance of the study will be:

I. To gain comprehensive insight into the research process by practically

exercising research.

II. To understand how companies market their product.

III. To fulfill the requirements of MBA.

5. Hypothesis:
Our research is conducted to test the following hypothesis:

H0: High sale level of juices is the result of heavy spending on advertisement and
promotion of the juices.

On the other hand null hypothesis is,

H1: Heavy spending on advertisement and promotion does not affect the sale level of
juices.

6. Methodology:
This section presents an overview of the methods to be used in the study.
Areas covered include the following:

I. Research Design

II. Population

III. Sample and Sampling Techniques

IV. Data Gathering & Analysis

I. Research Design:

We have divided this research project into following two stages:

a) Secondary Data Collection:

Initially we will collect the secondary data from Annual Reports of the

selected companies, Internet and through other reliable resources to

find which company is in dominating position in the market as well as

to have general understanding about the company’s vision and

objectives, their product lines etc.

b) Primary Data Collection:

After collection of secondary data, we will collect primary data to

determine the actual market reputation of the companies. For this

purpose we will use the following two means:

i) Questionnaire.

ii) Interviews.

II. Population:

a) Students of university of Karachi.

b) Retailers of five reputed stores of Karachi.

b) If need be we will also interview the marketing officials of the juices

companies.
III. Sampling and Sampling Technique:

The sampling and sampling techniques will be as follows:

a) Sample Frame:

Sample frame will be the students of University of Karachi and we

will visit other universities in case the findings are much deviated.

b) Sampling Units:

Sampling units for this research will be various departments of

University of Karachi.

c) Sampling Technique:

Sample will be selected for this study on the basis of Probability i.e.

each student of University of Karachi will have equal chance to be

selected.

d) Sample Size:

Sample size will be 50-60 members of which 10-15 members will be

selected on random bases from 5 different departments of University

of Karachi. The extra 5 respondents will be select at each sampling

unit to reduce the effect of sampling errors.

IV. Data Gathering & Analysis:

As clear from objectives of this study, the purpose of this research is

comparative study of three juice companies so the focus will be on collection of such

data that could prove helpful to compare the performance of the companies as well as

to determine which company is doing business in right direction and which is going

towards destruction. Following are the details related to data gathering:

a) Data collection Instruments:

Data will be collected through the following instruments:

i) Questionnaire

ii) Interviews

b) Data proceedings:

To compare the performance of the three companies the data will be

summarized in:

i) Tables

ii) Bar Charts

iii) Pie Charts

c) Data Analysis:

After summarizing the collected data it will be analyzed on

comparative basis and it will be rated in percentage.

7. Conclusion:
After analyzing the findings we will conclude which juice is more

liked by customers and what are the reasons for such customer behavior. We will also

conclude whether our hypothesis is proved right through the research or not.

8. Recommendations:
After conclusion we will make some recommendations for those

juices which are having less sale level and how can their sale be increased.

9. Report Preparation:

After completion of research on primary and secondary data, the

findings will be accumulated in the form of a comprehensive report. In this report we

will conclude on the basis of data that which organization is dominating the Karachi

market and what are the reasons of it’s success.

10. Bibliography:
At the end of the report, the sources will be mentioned through which

the information for this report will be collected.

11. Timescale:

The entire project will take us three moths to complete, the

descriptions of which are given as under:

a) February 7-30, 2011: Study of Secondary Data.

b) March, 2011: Collection of Primary Data and Analysis.

c) April, 2011: Final Project Report Writing.

12. Limitations:
Following are the limitations of this research project.

a) Time constraints of the semester require less time than may be ideal for an

ethnographic study.

b) We have plan to interview marketing officials of the companies for

primary data collection about their marketing & promotional strategies

which may be a difficult task because marketers are often reluctant to

provide such information.