Proposal Case

Executive Summary

In this semester we have been offered a course of Marketing Research and before the start of session we only think about it that research is very easy and simple process but while studying it we came to know that it is not much simple and it is a lengthy task for any researcher. Our instructor Mr.Abid Awan gave us a lot of information and said that everybody have to think his / her own ideas in which we are interested to do research. We make the group of three people and our research idea is about Brand image. In it we research how a brand can enhance their brand image by using other brands? In it we take different variables which affect any brand image in new market. We had studied about different variables which are helping in our research. Due to time constraint we select only 6 variables with the help of different teachers. To elaborate these variables we discuss it with so many teachers and seniors after it we took a focus group with marketing specialist students. Who provides us different directions to think about brand image? We take an interview of a brand specialist for more understanding of our study. He provides different direction to analyze brand image and he also discuss his own experience about brand image and marketing research.

Today the management dilemma for the study is to launch new product more saturated market to get benefit and grasp market or to decrease the competitiveness of beverages industry. For this study the management question is that how we can enter in beverages industry to grasp more market share. The objective of this study to enter in beverages industry with good brand image. The benefit of the study is to plan the ground for the entrance in market. It also provides the substitutes to the decision maker which platform we use to increase our brand image in new market. The decision makers do these phenomena by cost versus benefit Analysis. We also provide different substitutes to the decision maker in every field. The can choose in of them which is more beneficiary for the company.

After it our idea is much more clear but we want more knowledge about our study so we go through with literature review of brand image of different scholars and we read different articles related to our study by doing these thing our knowledge about our topic is expand day by day. We apply the research design to our study in which we told that research type of our study who we collect data from people and how we apply tools to get result of data. The purpose of our study is exploratory and hypothesis in this we explorer the information and test the relations of these information’s. The types of investigation in our study is causal relationship we able to know the Causes which effects. The unit of analysis in our study is individuals we collect information from person to person. The study setting is none contrived which means that we conduct our research in natural