| Research Proposal: Shokti Doi | |

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Prepared for: Mehdi Hussain

Prepared by: Research Pioneers
Abu Naser Fayeed Ahmed 081035030

Research Proposal:

Introduction:

Shokti doi is a product of Grameen-Danone joint partnership project. It started its journey on 14t July, 2006 establishing its production plant in Bogra. The main purpose of this product is to provide proper nutrition to the rural children and women who are suffering from malnutrition. The sales of Shokti Doi started to suffer because of its targeted consumers as well as higher price for them to afford and poor distribution system.
Objective of the research:
The objective of the research is to find out what problems lie behind the decrease of the sales of Shokti doi. Does the current segmentation, targeting, positioning, product, price and distribution has any impact on poor sales of Shokti doi and how it can be changed.
Research Design:
Our research on Shokti doi will be an exploratory research. The type of information that we have gathered are mainly quantitative. Our research is based on survey questionnaire. The survey questions ask for both income level and the lifestyle of surveyee. Our sample size is 30.
Management Decision Problem:
How to increase the sales of Shokti Doi?
Marketing Research Problem:
How to improve the sales of Shokti Doi by changing the segmentation, targeting, positioning, product, price and distribution?
Research questions & Hypothesis: 1) Is the segmentation of urban people right for Shokti doi?

Hypothesis 1: Segmentation should be only toward the School goinig childern.
Hypothesis 2: Segmentation should be only toward the working class woman.
Hypothesis 3: Segmentation should be only toward the old aged people.

2) What should be the proper target market for Shokti doi?

Hypothesis 1: Should Shokti doi target School