Focus Group Report on Launching a New Soft Drink
On
Submitted to:
Dr. P.K.Das
Submitted By:
Group 3 (72-82)
K.B. Sriharsha
Mohd. Zeeshan
Mohit Srivastav
Murtaza Ali (Moderator)
Nishant Pimpale
Niteesh Jaiswal
Prateek Keshwani
Pratik Mishra
Pritesh Desai (Moderator)
Priyadarshi Shukla
Focus Group Report
Summary of Project:
Section B of IIFT (Kolkata Campus) held a of focus group discussion involving various budding managers. The group had a mix of students in terms of states of origin and work experience. The discussion revolved around launching a new soft drink in the market. The information gathered is presented below. Introduction
The focus group discussion had 10 students.. The focus group was conducted as part of a mock exercise for the successful completion of BRM course. Participants provided information through a group discussion.
The discussion was designed to gather information from the students in regard to the following outcomes:
1. To understand the target segment in the market
2. To understand how health factor affects the buying pattern of consumers
3. To understand what impact the packaging has in increasing the sales of a soft drink
4. To understand the importance of Branding strategies as it symbolizes the product
5. To decide the flavor of the soft drink
6. To understand the operations issues related with the distribution channel
7. To develop the foundation of marketing and ad campaign
Participant Demographics
Ten participants took part in the focus group:
All men
2 students were 20-22 years old; 5 were 22-25 years old; 3 were 25-28 years old
8 of the 10 students have prior work experience
None are married
All belong to the same trimester
8 of the 10 students had started college immediately after high school
9 students are engineers; 1 student has a pharmaceutical background(work)
All are frequent consumer of aerated soft drinks
All 10 students are using some type of financial aid.
Student Perspectives
Outcome 1: To understand the
Submitted to:
Dr. P.K.Das
Submitted By:
Group 3 (72-82)
K.B. Sriharsha
Mohd. Zeeshan
Mohit Srivastav
Murtaza Ali (Moderator)
Nishant Pimpale
Niteesh Jaiswal
Prateek Keshwani
Pratik Mishra
Pritesh Desai (Moderator)
Priyadarshi Shukla
Focus Group Report
Summary of Project:
Section B of IIFT (Kolkata Campus) held a of focus group discussion involving various budding managers. The group had a mix of students in terms of states of origin and work experience. The discussion revolved around launching a new soft drink in the market. The information gathered is presented below. Introduction
The focus group discussion had 10 students.. The focus group was conducted as part of a mock exercise for the successful completion of BRM course. Participants provided information through a group discussion.
The discussion was designed to gather information from the students in regard to the following outcomes:
1. To understand the target segment in the market
2. To understand how health factor affects the buying pattern of consumers
3. To understand what impact the packaging has in increasing the sales of a soft drink
4. To understand the importance of Branding strategies as it symbolizes the product
5. To decide the flavor of the soft drink
6. To understand the operations issues related with the distribution channel
7. To develop the foundation of marketing and ad campaign
Participant Demographics
Ten participants took part in the focus group:
All men
2 students were 20-22 years old; 5 were 22-25 years old; 3 were 25-28 years old
8 of the 10 students have prior work experience
None are married
All belong to the same trimester
8 of the 10 students had started college immediately after high school
9 students are engineers; 1 student has a pharmaceutical background(work)
All are frequent consumer of aerated soft drinks
All 10 students are using some type of financial aid.
Student Perspectives
Outcome 1: To understand the