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MARKETING RESEARCH

MARKETING RESEARCH

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  1. Vidita Cleaning Products vs Rainbow Market Research Services

    AUTHOR(S) : Prof. Jayasankar Ramanathan - IIM Indore, Prof. Keyoor Purani, IIM Kozhikode
    PUBLISHED DATE: 01/12/2016
    PUBLISHER: Indian Institute of Management Kozhikode
    CATEGORY: MARKETING RESEARCH
    PRODUCT: CASE STUDY
    CASE ID: MR-1-0024, MR-1-0024A
    CASE LENGTH: 9 Pages
    DESCRIPTION:

    Malini Ahuja (Malini), Partner and Marketing Manager at Vidita Cleaning Products (Vidita), was mulling the launch of a new product for which she needed to find the pulse of consumers to decide further. She designed a survey for collecting data from people in Mumbai and engaged the services of Rainbow Market Research Services for executing the fieldwork. However, she found the agency to be non-cooperative and found the data supplied to be fudged. The case describes the legal battle between Vidita ...
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  2. Ayya Bakery (A): Evaluation of Consumer Perceptions using Multidimensional Scaling

    AUTHOR(S) : R. Muthukumar and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 11/11/2016
    PUBLISHER: ET Cases
    CATEGORY: MARKETING RESEARCH
    PRODUCT: CASELET
    CASE ID: MR-2-0022(a), MR-2-0022A
    CASE LENGTH: 4 Pages
    DESCRIPTION:

    This caselet is meant for learners pursuing a course in Marketing Research and enables to understand the multidimensional scaling concept through the dilemma faced by Ayya Bakery, a well-known bakery in Coimbatore. After two decades of its inception, Srinivas Ayyadurai (Srinivas), Founder of Ayya Bakery, decided to launch pizza variants at his bakery. However, before going for the launch, Srinivas wanted to know about the existing products in the market and identify gaps if any for his new product. ...
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  3. Ayya Bakery (B): Evaluation of Consumer Perceptions using Conjoint Analysis

    AUTHOR(S) : R. Muthukumar and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 11/11/2016
    PUBLISHER: ET Cases
    CATEGORY: MARKETING RESEARCH
    PRODUCT: CASELET
    CASE ID: MR-2-0022(b), MR-2-0022A
    CASE LENGTH: 3 Pages
    DESCRIPTION:
    This caselet is meant for learners pursuing a course in Marketing Research and enables to understand the conjoint analysis through the dilemma faced by Ayya Bakery, a well-known bakery in Coimbatore. After two decades of its inception, the Srinivas Ayyadurai (Srinivas), Founder of Ayya Bakery, decided to launch pizza variants at his bakery after evaluating consumer perceptions on the existing products and the important product related attributes considered while purchasing pizza. When Srinivas approached ...
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  4. Annapurani Vegetarian Restaurant (C): International Marketing Research

    AUTHOR(S) : R. Muthukumar and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 11/11/2016
    PUBLISHER: ET Cases
    CATEGORY: MARKETING RESEARCH
    PRODUCT: CASELET
    CASE ID: MR-2-0023(c), MR-2-0023A
    CASE LENGTH: 2 Pages
    DESCRIPTION:
    This caselet, third in this series, provides scope to discuss and understand the framework for international marketing research. Senthil Kumar (Senthil), the Founder of Annapurani Vegetarian Restaurant (AVR), a popular restaurant chain in Chennai, wanted to increase the number of repeat customers and new customers and to know the potential for opening the restaurant business overseas. When he decided to approach a consultant, his son, Arun Kumar (Arun) intervened and convinced Senthil that he would ...
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  5. Annapurani Vegetarian Restaurant (B): Report Writing

    AUTHOR(S) : R. Muthukumar and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 11/11/2016
    PUBLISHER: ET Cases
    CATEGORY: MARKETING RESEARCH
    PRODUCT: CASELET
    CASE ID: MR-2-0023(b), MR-2-0023A
    CASE LENGTH: 2 Pages
    DESCRIPTION:

    This caselet, second in this series of caselets, provides scope to discuss and understand the importance and process of report writing in the backdrop of Annapurani Vegetarian Restaurant (AVR), a popular restaurant chain in Chennai. Senthil Kumar (Senthil), the Founder of AVR wanted to identify the factors affecting customer satisfaction and model showing relationship between them. Arun Kumar (Arun), Senthil’s son took up this project along with his friends – Rajesh Kumar (Rajesh) ...
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  6. Annapurani Vegetarian Restaurant (A): Analyzing Customer Satisfaction through Structural Equation Modelling

    AUTHOR(S) : R. Muthukumar and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 11/11/2016
    PUBLISHER: ET Cases
    CATEGORY: MARKETING RESEARCH
    PRODUCT: CASELET
    CASE ID: MR-2-0023(a), MR-2-0023A
    CASE LENGTH: 4 Pages
    DESCRIPTION:

    This caselet provides scope to discuss, understand and perform structural equation Modelling in the backdrop of the dilemma faced by Annapurani Vegetarian Restaurant (AVR), a popular restaurant chain in Chennai. Senthil Kumar (Senthil), the Founder of AVR wanted to identify the factors affecting customer satisfaction and a statistical model showing the relationship between them. Senthil plans to increase the number of repeat customers and new customers. He also planned to open  restaurant ...
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  7. Aruna Beauty Salons: Identifying Loyal Customers through Discriminant Analysis

    AUTHOR(S) : R. Muthukumar and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 06/08/2016
    PUBLISHER: ET Cases
    CATEGORY: MARKETING RESEARCH
    PRODUCT: CASELET
    CASE ID: MR-2-0018, MR-2-0018A
    CASE LENGTH: 5 Pages
    DESCRIPTION:
    This caselet is meant for learners pursuing a course in Marketing Research and enables to understand the Discriminant Analysis concept through the dilemma faced by Aruna Kumari (Aruna), the Founder of Aruna Beauty Salons (ABS), a beauty care salon. To promote her company further, Aruna had decided to introduce a loyalty program by distributing privilege cards to her loyal customers. Based on her experience, she classified sample of customers into loyal and disloyal based on the amount of  purchase ...
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  8. Varun Supermarket Retail (P) Ltd.’s Marketing Research (B): Analysing the Profile of Target Customers through Cluster Analysis

    AUTHOR(S) : R. Muthukumar and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 06/08/2016
    PUBLISHER: ET Cases
    CATEGORY: MARKETING RESEARCH
    PRODUCT: CASELET
    CASE ID: MR-2-0020, MR-2-0020A
    CASE LENGTH: 3 Pages
    DESCRIPTION:
    Second in the two-caselet series, this caselet provides scope to discuss, understand and perform cluster analysis in the backdrop of Varun Supermarket Retail (P) Ltd.  (VSRPL)’s problem of sudden decrease in sales and repeat customers. As suggested by his uncle Vijay Kumar (Vijay), Varun Kumar (Varun), the Founder of VSRPL took help of two students – Mercy Mathews (Mercy) and Priyanka M (Priyanka) and assigned a project to help solve the problem. Meanwhile, when Vijay called Varun ...
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  9. Regression Analysis for Expansion at Stop’N’Shop

    AUTHOR(S) : R. Muthukumar and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 06/08/2016
    PUBLISHER: ET Cases
    CATEGORY: MARKETING RESEARCH
    PRODUCT: CASELET
    CASE ID: MR-2-0021, MR-2-0021A
    CASE LENGTH: 4 Pages
    DESCRIPTION:
    This caselet can be used to introduce the students/participants to the concepts of correlation and regression in marketing research. It highlights the quandary faced by  Ramesh Goud (Ramesh), Founder and CEO of Stop’N’Shop, a Bangalore-based retail chain, how to identify the relationship between the number of stores, average  store size and the total revenues. Ramesh called his ex-colleague, President, Marketing, Ritesh Gupta to identify if at all there was any model to identify ...
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  10. Varun Supermarket Retail (P) Ltd.’s Marketing Research (A): Analysing Store Image through Factor Analysis

    AUTHOR(S) : R. Muthukumar and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 06/08/2016
    PUBLISHER: ET Cases
    CATEGORY: MARKETING RESEARCH
    PRODUCT: CASELET
    CASE ID: MR-2-0019, MR-2-0019A
    CASE LENGTH: 4 Pages
    DESCRIPTION:
    Although Varun Supermarket Retail (P) Ltd. (VSRPL) is positioned in the prime area in the city where many educational institutions (colleges and schools), shopping  complexes, independent shops, chain stores, restaurants, etc., are located, it witnessed a decreasing sales trend for the past year. Moreover, the Founder, Varun Kumar  (Varun), observed a decrease in repeat customers in the last few months. When Varun approached his mentor for a solution, he was suggested that he should get ...
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  11. John Paul Publishers: Analyzing Effectiveness of Training Methods using Analysis of Variance

    AUTHOR(S) : R. Muthukumar and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 12/07/2016
    PUBLISHER: ET Cases
    CATEGORY: MARKETING RESEARCH
    PRODUCT: CASELET
    CASE ID: MR-2-0017, MR-2-0017A
    CASE LENGTH: 4 Pages
    DESCRIPTION:
    This caselet can be used to introduce the concept of Analysis of Variance (ANOVA). It helps understand the basics of ANOVA and Covariance using the backdrop of John Paul Publishers’ (JPP) Marketing Research problem. As part of expansion strategy, Dr. John Paul (John), the Founder of JPP decided to recruit marketing teams and provide training to them. When approached a training consultancy, John observed that there were two different training methods. Apart from the consultancy training, few ...
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  12. Opinion Polls: Complexities and Errors*

    AUTHOR(S) : Krishna Akalamkam, Associate Professor, Birla Institute of Management Technology, Greater Noida
    PUBLISHED DATE: 14/04/2016
    PUBLISHER: ET Cases - GSMC
    CATEGORY: MARKETING RESEARCH
    PRODUCT: CASELET
    CASE ID: MR-2-0002, MR-2-0002A
    CASE LENGTH: 6 Pages
    DESCRIPTION:
    Elections for State Legislative Assemblies of Uttar Pradesh, Uttarakhand, Manipur, Goa and Punjab were held between February 4th and March 3rd 2012. Polling was held for a total of 690 assembly seats, 403 in U.P, 117 in Punjab, 70 in Uttarakhand, 60 in Manipur and 40 in Goa. Involving a massive number of over 150 million  electors across five states, these elections were seen as precursor to the General elections (Lok Sabha Polls) in 2014 and considered to be very important to all political parties. ...
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  13. Rural Care Foundation: Data Preparation

    AUTHOR(S) : R. Muthukumar and Dr. Nagendra V. Chowdary, ET CASES
    PUBLISHED DATE: 14/04/2016
    PUBLISHER: ET Cases
    CATEGORY: MARKETING RESEARCH
    PRODUCT: CASE STUDY
    CASE ID: MR-1-0015, MR-1-0015A
    CASE LENGTH: 9 Pages
    DESCRIPTION:
    The case study can be used to introduce the participants/students to the concept of data preparation in marketing research. This case study helps understand the steps involved in the data preparation process at the backdrop of New NGO’s Marketing Research. Two childhood friends, Meenu Rakesh (Meenu) and Ganesh Chandran (Ganesh), aspired to start a NGO with an aim to improve the socio economic status of rural people. When the duo approached a corporate donor, they were suggested to prepare a ...
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  14. Sai Kripa Wedding Planners’ Marketing Research: Fieldwork Issues

    AUTHOR(S) : R. Muthukumar and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 01/12/2015
    PUBLISHER: ET Cases
    CATEGORY: MARKETING RESEARCH
    PRODUCT: CASELET
    CASE ID: MR-2-0014, MR-2-0014A
    CASE LENGTH: 5 pages
    DESCRIPTION:

    This caselet introduces the students/participants to the concept and importance of fieldwork and the process to be followed in a marketing research project. This caselet helps understand the steps involved in the fieldwork process with the backdrop of Sai Kripa Wedding Planners’ Marketing Research. Two college batchmates Sai Kumar (Sai) and Kripa Vedhika (Kripa) aspired to start a business venture 'Sai Kripa Wedding Planners'. As they wanted to conduct a survey to identify the market potential ...
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  15. BlueLine Airways (C): Sample Size Determination

    AUTHOR(S) : R. Muthukumar and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 26/11/2015
    PUBLISHER: ET Cases
    CATEGORY: MARKETING RESEARCH
    PRODUCT: CASELET
    CASE ID: MR-2-0012(c), MR-2-0012(c)A
    CASE LENGTH: 3 pages
    DESCRIPTION:

    This caselet (the third in a four-caselet series) attempts to introduce the students/participants to the sample size determination. This caselet helps understand the statistical approach to determining the sample size and the factors to arrive at an effective sample size at the backdrop of BlueLine's Marketing Research project. The Founder & CEO of MAKS Consulting, Chandra Sekar and the Sampling Design Expert Abilash Kulkarni discussed the possibilities of completing the project within stipulated ...
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