An International Marketing Research Proposal for P&G Pampers in India

This document is a comprehensive international marketing research proposal focused on P&G's Pampers brand, specifically targeting the Indian market. The proposal begins with an introduction highlighting the changing consumer behavior and the potential of the Indian market for the diaper industry. It outlines the research objectives, including understanding customer behavior, examining customer habits across different stages of child development, and identifying emerging market segments and key drivers. The methodology involves both desk research, utilizing secondary data sources such as case studies and articles, and primary research through qualitative and quantitative methods. The qualitative research includes questionnaires for wholesalers, while the quantitative research involves structured interviews with P&G managers. The findings will be presented in a report using a PowerPoint presentation and a face-to-face meeting to facilitate clear communication of the research outcomes, including charts and graphs for easy analysis. The research aims to provide actionable insights for P&G to effectively enter and succeed in the Indian market.

International marketing
research proposal

Table of Contents
INTRODUCTION...........................................................................................................................1
OBJECTIVES..................................................................................................................................1
DESK RESEARCH.........................................................................................................................2
QUALITATIVE RESEARCH.........................................................................................................3
QUANTITATIVE RESEARCH......................................................................................................5
REPORTING...................................................................................................................................6
TIMINIGS.......................................................................................................................................6
FEES................................................................................................................................................8
CREDENTIALS..............................................................................................................................8
QUALITY CONTROL....................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
In present times there has been a critical change in behavior of consumer. The way
companies are promoting and marketing their products and services on social media and other
platforms have created a great impact on perception of people. This has resulted in identifying
areas of market where expansion can be done (Sethi, Ahuja and Singla, 2018). Besides this,
there are different drivers which are influencing minds of people. India a second most populated
country in the world after China. So, many companies are focusing towards expanding in Indian
market. Also, there has been shift in state of mind of people regarding health. They have
emphasized on using branded and high quality products. This has influenced Indian society.
There are vast number of opportunities laying in Indian market for diaper industry to flourish.
Due to this there is rise in competition among local and national firms. So, MR is an effective
tool which is used by organization to analyze market condition of any country before entering
into it. It gives detail about existing drivers and how it can be changed. Thus, it has become
essential for companies to do MR to enter in Indian market.
P&G is a company that belongs to FMCG sector. It is an American firm which was
founded in 1837. Usually, it provides products related to health and personal care, hygiene, etc.
which is segmented into categories like beauty, grooming, etc. Basically, company focuses more
on baby products with its brand known as Pampers. It is subsidiary of P&G founded in 1961 that
produces toddler goods. The brand has gained a major success since past 5 years in India.
But in recent time there is boom in diaper industry. It has created a platform for
companies to engage in global trade. There are several enterprises which is producing variety of
baby products. They are able to generate and earn huge profits from it. Pampers is also
expanded at global level. They have targeted their market in effective way. beside this, people in
India are facing several issues regarding quality of baby products (Das, Ester and Kaczmirek,
2019). They are only limited number of brands which offer baby goods in India. This is because
now people are more concerned towards health of their child. They have become aware about
diseases which can infect child. Also, the case of Johnson and Johnson has spread negativity
throughout market. Therefore, it is necessary to analyze drivers in new and existing market so
that perception of people can be evaluated and changes in product is made.
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OBJECTIVES
To understand customer behavior and their attitudes towards in Indian market regarding use of
Pampers.
1. To examine customer habit persistence across stages of child development.
In this objective it will be determined that how customer habit changes with development of
child. Also, what types of goods are purchased by them at each stage beginning from new born
to toddler.
2. To determine emerging segments and key drivers within these segments
This objective will analyse segments which will evolve in Indian market and what are the key
drivers behind it. Furthermore, by identification of drivers it will be easy for P&G to develop
strategies and take appropriate measures. However, by analysing particular segment it will be
easy to predict future growth.
DESK RESEARCH
In order to conduct study, it is necessary to gather data and information from different
sources. For this, a proper and systematic method is applied. This is because it helps in collecting
data appropriately. The defined method enable scholar to proceed accordingly and complete
activity in given time. In some study only, qualitative method is applied whereas in other
quantitative. It depends on topic and nature of study (Chabowski and et.al., 2018). But
sometimes, both methods are applied to get quality data and information. It is also referred as
primary and secondary research. Here, a procedure will be followed in secondary research. In
this first of all case studies, articles, journals, etc. will be selected from database. Then, each one
will be analyzed and facts and figures are noted. The data will be collected from various sources.
According to Morton and Greenland, 2018, Indian people are more concerned towards
personal health. They have started spending a lot of amount of buying healthcare products. Also,
they are influencing others to buy those products. The introduction of brand Pampers in all over
the world have provided toddler goods. Parents are highly using them. Along with it, there has
been a high demand of baby goods in Indian market. In present time, Johnson and Johnson is
only company which is offering baby goods. So, the success and growth of this firm have
attracted others to enter in it. In view of Glaveli and Geormas, 2018, it is necessary for parents
to understand the growth and development patterns of child. This is because it helps in
identifying needs and fulfilling them. A child needs varies from each stage of their development
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stage. It forces parents to fulfil them so that their growth is not affected. The use of baby goods
on children can have either positive or negative impact on health of child. Hence, the selection of
baby goods is done by taking evaluating features and then taking effective decision.
As elucidated by de Sousa Jabbour and et.al., 2018, promotion via social media and other
sources has created a positive impact on mind of people. They are highly attracted towards using
branded baby products. in addition to it, cost does not matter to them rather they want high and
hygienic goods for babies. This has been the reason perception have shifted. There are several
factors such as quality, durability cost, etc. which is influencing people attitude. Alongside it,
people in India are more concerned towards health of their babies. Many FMCG firms have
expanded their operations which has enabled them to grow and develop. The present study will
focus on factors which are impacting on market.
A desk research will be conducted to identify trends in Indian market. This will be done
to make changes in way of doing research according to trends. The main purpose of this is to
find whether relevant data is available from database or not. Then, further move is made in
study. The aim of doing both researches is to get stats as well as factors which influence
behaviour and attitude of people and to how much extent. Consequently, what is the impact of it
on company profits and sales. The both methods are core components of MR. They help in
accomplishing aims and objectives defined. It states that outcomes obtained are within set time
period.
QUALITATIVE RESEARCH
It is a method to collect data and information from precious articles, journals, etc. A
qualitative research is done to get a detailed prescription about topic. Now, for present study
secondary research will be conducted. This will be done by analyzing case studies, previous
studies done by other authors, etc. Through this, it will be easy to gather data and information.
Besides this, the reviews and recommendation of authors will be taken into consideration. This
will make it easy to proceed further.
The purpose of doing qualitative research is to get opinion about wholesaler of present
market conditions. In addition to it, to collect secondary data relevant report, database, etc. will
be examined (Gao, Ghosh and Qian, 2018). Also, different websites will be searched to gain
information about Indian market and perception of people. For attaining the first objective
qualitative research will be done. In this a questionnaire will be developed. The targeted
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population will be wholesalers who are selling baby products in Indian market. the sample size
will be around 100 wholesalers of different cities. Their view point will be taken about what type
of goods are mostly purchased by people and for age of children. This will enable in getting
insight of demand of goods in present time. questionnaire will contain only close ended
questions which are described below :-
Questionnaire
Wholesaler name
Address
Contact no.-
Q-1 Which baby products are mostly sold by you ?
 Pampers
 Baby shampoo
 Soap
Q-2 Do customer give reviews after using product of Pamper?
 Yes
 No
 Not sure
Q-3 Generally, what type of reviews are given by parents?
 Positive
 Negative
 Neutral
Q- 4 Is there high demand of Pamper baby products by parent or not?
 Yes
 No
 Not sure
Q-5 Do parent switch brand when Pamper is not available in shop?
 Yes
 No
 Not sure
Q-6 Are customer satisfied with products of Pamper brand?
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 Yes
 No
 Not sure
Q-7 Is there is shift in minds of customer regarding use of baby products?
 Yes
 No
 Not sure
Q-8 Which feature of product enables customer to buy specifically Pamper brand?
 Quality
 Softness
 Flexibility
Q-9 Whether the customers are price or quality conscious?
 Price
 Quality
Q-10 Customer demand new varieties of baby goods or not?
 Yes
 No
 Not sure
Q-11 Is there change in demand of goods with stage of child development?
 Yes
 No
 Not sure
QUANTITATIVE RESEARCH
It is a method of interpreting collected data to obtain precise information. Here, outcomes
are presented in graphs, tables, etc. or analyzed via different tools and techniques. It is necessary
to apply quantitative method so that clarity is there in studying behavior and attitude of people.
Also, it is done to overcome weakness of qualitative study as in that only theoretical knowledge
is evaluated (Kreijns, Gerardts and Rutten, 2018). The purpose of doing this research is to gain
insight about emerging markets within diaper industry. This method will be implemented in
current study. The target population will be managers of brand Pamper and P&G. Also, sample
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size taken will be 30 managers. An interview will be conducted to take views about managers. It
will be a structured interview in which they are allowed to answer some specific questions.
Furthermore, they can present their views openly. The questions asked are as follows :-
1. Why you have chosen the Indian market to expand operations?
2. In your views what will be the future economic condition of India? will it be beneficial
for company or not?
3. Where do you see your organization in next five years in Indian diaper market?
4. Will you be able to get positive response from Indian market? if yes, why do you think
so?
5. How emerging in other country will impact on your growth and development?
6. How you will promote your product to attract Indian customers? will it be different or
similar to other segments?
7. What drivers enforce you to enter in Indian market?
8. Why Indian customer will choose your product only?
REPORTING
It is very important to present findings of results in an appropriate manner. This is
because it describes what is concluded from overall research. Basically, a report is developed at
the end in which all findings are included in it. For present study, the results will be presented via
power point presentation. This is because data and information interpreted can be displayed via
charts, graphs, etc. which is easy for company to analyze. It will give precise meaning and show
facts and figures in clear way (Jugend and et.al., 2018). Besides this, report developed will be
presented in face to face meeting. This method is selected as it is an effective way of presenting
outcomes. Here, by involving managers and directors report can be directly presented to them.
Also, questions asked by managers can be answered easily with help of facts and figures. The
report and presentation will be developed by an experienced staff. both the results of qualitative
and quantitative research will be displayed in separate presentations. This will make it easy for
company manager to understand it and develop strategy. In report raw data and transcripts will
be provided. There will be no extra fees incurred for presentation and transcripts.
TIMINIGS
Task Name Duration Start Finish
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Proposal deadline 4 wks Fri 1/18/19 Thu 2/14/19
Developing plan 1 wk Fri 1/18/19 Thu 1/24/19
Determining resources 1 wk Fri 2/15/19 Thu 2/21/19
Selection of employees 1 wk Fri 2/22/19 Thu 2/28/19
Developing budget 1 wk Fri 3/1/19 Thu 3/7/19
Go ahead given 4 mons Fri 2/15/19 Thu 6/6/19
Assigning roles and
responsibilities 2 wks Fri 3/8/19 Thu 3/21/19
Setting time frame 3 wks Fri 3/22/19 Thu 4/11/19
Collection of data 1 mon Fri 4/12/19 Thu 5/9/19
Analyzing data 1 mon Fri 5/10/19 Thu 6/6/19
Developing report 3 wks Fri 6/7/19 Thu 6/27/19
Expected presentation
date 6 mons Fri 6/28/19 Thu 12/12/19
Formulation of
strategies 3 mons Fri 6/28/19 Thu 9/19/19
Conducting risk
assessment 2 mons Fri 9/20/19 Thu 11/14/19
New strategy
implementation expected 1 mon Fri 1/10/20 Thu 2/6/20
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FEES
Developing proposal £2000
Travelling expenses £6500
Employee salary £11000
Direct cost £8000
Indirect cost £5500
Collection of data £4000
Developing report- £3000
Total £40000
CREDENTIALS
For conducting present study, Nielsen corporation is been selected (Neilsen. 2018). The
marketing firm operates globally and is engaged in carrying out various types of market research.
The company was founded in 1923 and is headquartered in New York. It operates in almost 100
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countries. This firm is appropriate for this type of research because it is having a strong
reputation in MR industry. Moreover, many studies conduced by them have given accurate and
precise data and outcomes to companies (Sethi, Ahuja and Singla, 2018). So, it has benefited
those companies in their growth and development in global market. The organization is having a
qualified and experienced staff which are able to do research in given time and in effective way.
QUALITY CONTROL
While collecting data and information, there are some ethical considerations which will
be followed. Various rules and regulations are formed to conduct study in an ethical manner.
Thus, the rules followed will be as follows. First of all, the consent of people will be taken who
participants in research. Also, each individual dignity will be maintained and they are respected
and treated in an equal manner (Chabowski and et.al., 2018). Alongside it, data collected and
outcomes obtained will be protected and secured in database. They will not be shared with any
other businesses or person. Moreover, in questionnaire people are allowed to skip questions if
they do not want to answer so that their views and opinions can be openly taken. While
conducting interview managers will not be forced to answer every question.
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REFERENCES
Books and journals
Chabowski, B and et.al., 2018. An Assessment of the Exporting Literature: Using Theory and
Data to Identify Future Research Directions. Journal of International Marketing. 26(1).
pp.118-143.
Das, M., Ester, P. and Kaczmirek, L. eds., 2019. Social and behavioral research and the
internet: Advances in applied methods and research strategies. Routledge.
de Sousa Jabbour and et.al., 2018. Decarbonisation of operations management–looking back,
moving forward: a review and implications for the production research
community. International Journal of Production Research, pp.1-23.
Gao, W., Ghosh, M. and Qian, L., 2018. How does influence strategy work? The moderating role
of cognitive institutional profile and mediating role of commitment. Industrial Marketing
Management, 68. pp.46-55.
Glaveli, N. and Geormas, K., 2018. Doing well and doing good: Exploring how strategic and
market orientation impacts social enterprise performance. International Journal of
Entrepreneurial Behavior & Research. 24(1). pp.147-170.
Jugend, D and et.al., 2018. Relationships among open innovation, innovative performance,
government support and firm size: Comparing Brazilian firms embracing different levels
of radicalism in innovation. Technovation.
Kreijns, M., Gerardts, R. and Rutten, M., 2018. Demonstration sites to speed up innovations in
delta technology. Journal of Cleaner Production. 171. pp.S144-S146.
Morton, A. and Greenland, S.J., 2018. Tobacco CSR and the Ethics Game Paradox: A
Qualitative Approach for Evaluating Tobacco Brand Name Strategy Following Plain
Packaging. In The Goals of Sustainable Development (pp. 179-192). Springer, Singapore.
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Sethi, A.P.S., Ahuja, I.P.S. and Singla, A., 2018. Shifts Between Technology Push and Market
Pull Strategies for Sustainable Development in Manufacturing Industries. In Global Value
Chains, Flexibility and Sustainability (pp. 319-331). Springer, Singapore.
Online
Neilsen. 2018. [online] Available through : <https://www.nielsen.com/in/en.html>
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