Marketing Research

Section-A MBA

A Proposal on:
The communication problem of Ruchi chanachur

Submitted to:
Dr. AHM Ehsanul Huda Chowdhury

Submitted by:
Khan, Md. Ashifur Rahman ID# 12-95416-1

Intrduction:
Square Consumer Products Limited, has started its journey in 2001 as a member of Square Group, the leading corporate house in Bangladesh. Within a short span of time, it has been able to create a strong foothold in the market through its quality products and customer services. For its obsession with quality management, the company had obtained the international quality standard ISO 9001 in 2005. Strong commitment to quality, adoption of advanced technology, stress on human resource development, focus on continuous improvement and introduction of new products for the growing markets have given the company a decisive position in the industry. Recently the company achieved ISO 22000 for its food safety management system. Square Consumer Products Limited s Ruchi is providing ready-to-eat snacks like Chanachur. Ruchi has won the heart of the youngsters for its healthy, tasty & innovative ground breaking products .

Research Problem:
Ruchi Chanachur is a product of Square Consumer Products Limited. Ruchi Chanachur is a successful brand as it has different flavor and different type, though it faces some problem regarding the communication problem, which create problem with their competitor. With this cause I will try to understand what causes the brand cant communicate effectively.

Objectives:
The broad objective of our research is to find out the factors that contributed to the failure of the communication in subject and to test the possible reasons why it has failed. To find out the reasons behind it. What consumer wants. What is the acceptable method for communication.

Methodology:
I will go to deal with an exploratory research where both qualitative and quantitative study shall get preference to get the scenario about the effective communication of Ruchi chanachur. I will use SRS or non-probability based techniques for analysis in this research.

Qualitative Study
We will use observation techniques and interviewed retailers. We will ask them about the sales of this product. By observation, we shall want to find out the purchase pattern of the customers of the product. We do the pilot testing, to see how the general people were viewing Bashundhara wet tissue, and what they knew about it. We have also give samples to small groups to see their reaction to the product. And finally we will try to see the communication efforts of Bashundhara Group for this product.

Quantitative Study
I will do our survey on 30 people who actually know about the communication of different brands. The survey questionnaire will prepare from the developed research questions and hypothesis. I will select my respondents, who actually know about the product.

Sampling Techniques
I will use simple random sampling technique as we randomly select people based on the knowledge about the product and communication. I will randomly ask people whether they have know about ruche chanachur or not, and then if they have know about the product then further process is taken place. First I will select respondents randomly then i screen out my respondents based on the knowledge about Ruchi Chanachur.