Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
ASSIGNMENT 1
Submitted By –
Touchpoints Word of Mouth Word of mouth, GT/MT stores, Easy usage based Word of mouth,
and Marketing GT/MT stores, social gym and hotels on availability at social media;
Campaigns media various blogs; fitness
geographies; reviews; surveys
available at
offline channel
Business Goals Tap an entirely Generate more Maintain the Optimized supply Ensure the TG for
new market and people linked to quality of the chain to reach at the product is
increase the brand product as the points of loyal to brand;
customers promised purchase keeping keep tracking
in mind peak customer
demand in initial feedbacks
days
Responsible Marketing and Marketing and Offline market Cost responsible Marketing, online
Communications Communications development delivery and development
feasibility for
entire supply
chain
MI FIT SMOOTHIE MAKER
1. Appreciation of Brief
2. Research Objective
3. Research Methodology
4. Data Collection
5. Target Demographics
6. Timeline
Appreciation of Brief
MI stand as the number one smartphone brand in India. Xiaomi India is also the number one
smart TV, smart wearables and power bank brand in India, making it the most loved technology
brand in the nation.
The challenge was to find India specific categories and design products suited for Indian
consumers
The move is in line with Xiaomi Goals where the company wants to be seen as Tech giant and
wants to create MI home ( A system of MI devices connected through IOT(Internet of things).
The Product will be priced at 750 Rs with built-in safety and Bluetooth features.IT will be
available in modern trade and departmental stores.
In this context MI has approached an agency to present a proposal for which following is our
approach towards the study.
Research Objective
Profiling of different customers and creating personas to understand the target audience
for our beverage
Analyse how people make smoothie and protein shake in different segmented geographies
Understand the factors crucial for the target audience and analyse those factors in order
to cater to them in an efficient manner
Arrive at an optimized solution on deciding which cities to target for the product in initial
phase
Primary Research (Phase 1):
- Surveys to be floated amongst respondents in all urban cities. Also, questionnaire shall be administered
physically face to face to 30 respondents in the city to get detailed responses on our research questions.
- Industry Experts interviewed from MI along with other competitor firms like Philips, Bajaj to gain their
perspectives on the product entry.
- Focus Group Discussion would be conducted to understand the preferences of consumers about attributes of the
product, product type, pricing, role of brands, design etc.
- An in-depth interview will be conducted to find out consumer preferences and consumption behavior patterns to
come up with valuable propositions.
- Consumers will be used to respond to the words ‘portable’, ‘healthy smoothie’, ‘healthy diet’ etc. to know their
perception of various attributes and to determine their attitude towards the same.