Grameen Danone_Fynal

8/7/2019 Grameen Danone_Fynal

1/52

1 | P a g e

_____________________________________________1.0 Executive Summary

This research purposes to find out the problems in decreasing sales of Grameen Denone Shokti

Doi. Following the social business concept, French based food and beverage company Denon

started its operation by making an agreement with Grameen group which is named as Grameen

Danon. Grameen Danon launched in 2006 and they officially launched their 1st

package of

product named Shokti doi as the main concern of Shokti doi is to provide nutrition to the poor

children of Bangladesh which can able to fulfill their nutritional requirements. As they started

their business they have faced lots of obstacles such as the lack of proper distribution, non-

standardized management along with localization problem. Also, the distribution through

women raised the fact of cultural barriers. The unplanned product and overstated pricing

strategy also become a fact of their market loss.

Various key factors like Product, Price, Promotion, Proper segmentation and target market are

also play a big role in terms of generation revenue for n organization. Based on our research

objectives and other related subjects of the research, we developed few hypotheses for it,

which we have tested by our primary and secondary data that we have collected by survey. The

data we have collected can be divided into two categories are Primary Data and Secondary

Data. Primary data refers to the data collected from the survey that we have conducted among

the samples of the target consumers who are assumed as representatives of the target

population. Secondary data refers to the data that we have collected from various articles,

magazines and websites. Our research is a combination of both Quantitative and Qualitative

methods of obtaining data. We found that there is a break in between customers expectation


2/52

2 | P a g e

and actual service. After that, we have used those data for testing our hypothesis. Primary data

collection for our study was done by questionnaire survey. We have made the questionnaire by

matching our hypothesis as well as our research objectives. This questionnaires were provided

straightly to the respondents and we the recorded the collected data and tested it through

SPSS. We have chosen respondents within the population who were representative of our

target segments. We tried our best to make the report realistic and logical within some

limitations even. We think that Shoktidoi have a huge opportunity to build a strong position

among the countries if they can serve the customers according to their expectation.


3/52

3 | P a g e

_______________________________________________2.0 Grameen Danone

On 16 March 2006, the Grameen Group and Groupe Danone joined forces to create a new

Bangladeshi-based company, Grameen Danone Foods Ltd. This unique initiative is intended to

combine Groupe Danones expertise in the field of healthy foods with that of the Grameen

Group, set up by the founder of the Grameen Bank, a specialist in micro-credit for the poor and

economic development. Grameen Danone Foods Ltd. aims to offer healthy food to Bangla-

deshs least well off, who often suffer from nutritional deficiencies, and to fight poverty by

establishing a unique, proximity-based business model. One of the main objectives of

Grameen Danone Foods Ltd. is to promote local business activity and to indirectly create jobs in

the agricultural industry, or in sales and distribution. To ensure the initiatives long-term

success, the idea is to offer appropriate micro-financing solutions and professional training

tailored to the people from local communities who will be taking part in the project.

Reflecting the key values held by both companies, Grameen Danone Foods Ltd. commits to

protecting the local environment, and to promoting the use of renewable energy for its various

activities. Similarly, pioneering techniques will be used to produce more environmentally-

friendly packaging.

Grameen Danone Foods Ltd.s primary objective is to launch a dairy product at a highly

affordable price. The product will be specially developed to meet the specific nutritional needs


4/52

4 | P a g e

of Bangladeshi children, guaranteeing them harmonious growth whilst providing them with all

the benefits of milk and the micronutrients they lack.

A first plant, which will begin operating before the end of 2006, is under construction in Bogra

(around 250 km north of Dhaka). Several hundred new jobs will be created in the regions

distribution and livestock farming sectors.

To maximize the projects social impact, Grameen and Danone intend to reinvest the profits

from Grameen Danone Foods Ltd. in a process to gradually deploy this unique model across the

entire country.

Project objectives

Mission:

Reducing poverty by a unique proximity business model that will provide daily healthy

nutrition to the poor.

Specific objectives:

The four main objectives of Grameen Danone Foods Ltd. are as follows:

1. To offer a product with high added nutritional value.

2. To create jobs.

3. To protect the environment.

4. To be economically viable.

Launch ofShoktidoi:

As a result, the joint venture produces a yoghurt named Shoktidoi; enriched with crucial

nutrients at a price of 6 BDT (= 0.06 EUR) which even the poorest can afford.


5/52

5 | P a g e

Nutritional impact:

Grameen Danone wants to help the children of Bangladesh stay in good health and grow strong

by offering them a healthy and nutritious food that they can consume every day.

Shoktidoi, produced by the Grameen Danone plant in Bogra, has been designed with this aim

in mind. Its price has been set at 6 BDT per 80 g portion, around 6 Euro cents, so that even the

poorest Bangladeshi families will be able to afford to buy it regularly.

Shoktidoi is yoghurt made with cows milk, date molasses and sugar. It is a natural source of

calcium and protein, which are essential for healthy growth and bones. It also contains live

fermenting cultures that help to reduce the severity and duration of bouts of diarrhea.

Shoktidoi is also enriched with micronutrients. A single 80 g pot will provide 30% of a childs

daily requirements of vitamin A, iron, zinc and iodine.

Locally available ingredients:

Where possible, Grameen Danone uses ingredients that are available locally, to:

Reduce raw materials costs (no import tariffs, simplified logistical chain),

Minimize consumption of fossil fuels (less transport),

Promote the development of local communities and combat the rural exodus.

Milk


6/52

6 | P a g e

Milk is the main ingredient in Shoktidoi. The price Grameen Danone pays for it is therefore

crucial in determining the sustainability of the companys business model. Yet organizing the

milk supply for the Grameen Danone plant represents a challenge in itself, since 90% of the

Bangladeshi milk market operates on an informal basis. To avoid coming into competition with

other milk purchasers, Grameen Danone has chosen to develop a series of micro-farms.

Grameen Bank will therefore offer micro-credit to potential farmers. They will then purchase

one or more cows and sell the milk they produce to Grameen Danone. In return the company

will guarantee them a fixed price throughout the year, and will send its veterinary expert to

help them improve yield and quality.

Bangladesh is a country which is heavily affected by bad weather. During the monsoon season,

some normally arid regions become fertile, whilst elsewhere severe flooding prevents any

farming activity. This has a major impact on milk production if cows are unable to graze in the

fields. By opting to create several collection pockets, Grameen Danone aims to ensure a

constant supply, solving the problem of seasonal milk shortages, without ever having to refuse

milk produced by the micro-farms developed. Grameen Danones milk network should be in

place by early 2007.

Anoptimized production chain:


7/52

7 | P a g e

To reduce production costs and guarantee a sale price for Shoktidoi of 6 BDT, Grameen

Danone has introduced an optimized production process for manufacturing the yoghurt.

First, the milk is received, cooled and sent to a storage tank to await use. When a production

process begins, the milk is transferred to the mixing tank. There, the milk, sugar, date molasses

and micronutrients are added. The resulting mixture is passed through a homogenizer and then

through a sterilizer. Then, it is transferred to a fermentation tank, where the yoghurt is left to

ferment for 9 hours. Finally, the finished product is placed in pots and stored in a refrigeration

chamber. To minimize even further the investment needed to build a Grameen Danone plant

like the one in Bogra, a single tank could be used for both pasteurization and fermentation.

Territorial presence:

The Bogra plants influence Shoktidoi will be produced at the very heart of the region where

it is set to be marketed. The size of the Bogra plant will enable it to supply products to an area

within a radius of30 km. The environmental impact of transporting Shoktidoi will therefore

be kept to a minimum (especially since rickshaw vans will be used to serve points of sale within

5 km of the plant). The cold chain will also be scrupulously maintained even without using

refrigerated trucks (isothermal crates and ice packs will be used instead).


8/52

8 | P a g e

Most of the plants employees, the farmers involved with the project and the Grameen Ladies

distributing the Shoktidoi, live in the Bogra district. By choosing to work with them, Grameen

Danone is seeking to counter the rural exodus affecting Bangladeshi society.

Social marketing:

The marketing strategy developed for the Grameen Danone project is completely different

from the traditional strategies used to market consumer goods. It is tailored to the local

context, and emphasizes the importance of sending out a global nutritional message.

Accordingly:

Informative posters are to be displayed inside the meeting centres used by Grameen

Bank borrowers groups (every week, around 160,000 women meet at these centres,

offering a fantastic window for reaching out to potential consumers),

The Grameen Ladies distributing Shoktidoi will carry a visual aid explaining the

products health benefits,

Educational games will be handed out at schools in the Bogra area. This will provide a

fun way for children to learn that a balanced diet goes hand in hand with physical andintellectual development.

GAIN (Global Alliance for Improved Nutrition) is making an active (technical and financial)

contribution to drafting Grameen Danones nutritional message. Under its authority, an efficacy

study is set to be launched in early 2007, to test the benefits of regularly consuming Shoktidoi

for a group of children in Bogra.

Environmental impact:

Packaging:


9/52

9 | P a g e

To reduce the environmental impact generated by its activities, Grameen Danone has decided

to manufacture the pots in which Shoktidoi is sold using a recyclable material. The pots will

be made using PLA (Poly Lactic Acid) which is created from corn starch, and is therefore 100%

biodegradable at certain temperatures and humidity levels. To degrade the residues from the

PLA used in the plant, a bio-digester has been installed at the Grameen Danone plant in

Bogra. It will produce biogas (mixture of CO2 and methane), which will then be recovered and

used for various heating and lighting purposes.

Re-using:

In addition to door-to-door sales, portions of Shoktidoi will be sold at stalls in the Bogra area

(6 BDT for 90 g). They will be distributed directly via a dispenser, meaning consumers will take

their own containers with them when they go to do their shopping. The manager of the shop

will place the desired quantity of yoghurt in the container. The dispensers will of course be re-

used. After being recovered from the stalls, they will be taken back to the plant for cleaning and

re-filling.

Profitability:

Grameen Danone is a company keen to respect the lines of conduct set down by the mission,

concerning the creation of a social business enterprise. This does not mean that Grameen

Danone must be a loss-making company, but rather that the profits it makes will be reinvested

to develop new businesses.


10/52

10 | P a g e

Investment

The total investment needed to build the Grameen Danone plant in Bogra has been low (a

prerequisite for ensuring the sustainability of the Shoktidoi production business model). It is

substantially less than that needed to build a standard Danone plant. All the engineering work

for the project has been carried out by Grameen Danone. The costs of the technical drawings

and designs were kept to a minimum.

Simplicity

The Grameen Danone plant in Bogra is relatively small (surface area of 500 m). However, it

has been designed in accordance with Danone specifications. The product and staff flows within

the building are identical to those found elsewhere. The quality standards imposed by Danone

have been followed. Every possible measure has been taken to ensure that Shoktidoi meets

the requirements of Danones quality charter. The production process chosen for Shoktidoiat

the Grameen Danone plant in Bogra has been optimized. It includes very little use of machinery,

and where possible only simple equipment is used, easy to maintain and able to be operated by

relatively unskilled workers.

Most of the equipment has been purchased locally (boiler, air compressor, refrigeration

equipment, gas generator, effluent treatment station, etc.) and therefore at least cost. It does,

however, fully comply with the technical specifications laid down by Groupe Danone. The tanks

and machines used to manufacture and package Shoktidoi have been imported from China.

Already used by Groupe Danone in other parts of Asia, they are reliable and priced within the

budget set aside for creating the Grameen Danone plant in Bogra.


11/52

11 | P a g e

Management:

By choosing not to place the plant in the hands of expatriate managers, Grameen Danone has

confirmed its desire to minimize operating costs. The staff employed by Grameen Danone in

Bogra will therefore be exclusively Bangladeshi and, where possible, recruited from the area

around the plant.

The creation of the Grameen Danone factory at Bogra marks the completion of the first stage of

the project. If this project is a success, it could be the start of a new community business

model based on an integrated approach on health, environment and socio-economical impact.

To appraise the durability of this model, Grameen Danone will put performance indicators in

place, on several criteria which are;

y The impact on the level of poverty

y The impact on the health of children (to be established with Gain)

y The capacity to generate enough profit to allow us to invest in new

factories

The Failure:

But even as Grameen Danones sales and marketing efforts were achieving success, events in

the larger world were beginning to have a serious impact on the company.

In Bangladesh, the problem was exacerbated by two consecutive years of worse-thwart-normal

flooding during the monsoon season. This yearly inundation is normally a benign event, leading


12/52

12 | P a g e

to the extraordinary fertility of our farmlands. But when nature produces a more extreme

version of the seasonal rainfalls, farms and villages are swept away, causing terrible hardship

homelessness and many deaths. Its a problem that made the situation much worse by the

growing impact of global warming and the rising ocean level it is producing.

For Grameen Danone, all these trends combined to create a serious challenge to its business

models. Along with the price of rice and meat; the price of milk - the most important ingredient

in yogurt doubled. The higher cost of raw materials completely ate up the small profit margin

Grameen Danone had established when pricing its product. In fact, by the time sales reached

their then-peak level in March 2008, Grameen Danone was actually losing the money on every

cup of yogurt it sold. Obviously it was not a sustainable way of doing business.

Therefore, the Grameen Danone board decided to raise its products. The board was

determined to run Grameen Danone on a sustainable basis. Paying a salary that was not

justified by the sales the women produced would transform the company into a form of charity.

The board didnt want to abandon the social business model at this, its first moment of crisis.

So, Grameen Danone went ahead with the price increase. And the results were devastating.

It was clear that the sudden, sharp increase in price from 6 to 8 taka had been too much of a

shock for the rural market. Grameen Danone realized it had to develop a more affordable

version of the product. It also realized that it was important to continue to grow the city

market, using refrigerated food shops. This required a more significant change in the business

plan. Specifically, it called for the creation of a distribution centre with a refrigerated


13/52

13 | P a g e

warehouse and the outfitting of a refrigerated truck to carry supplies from the Bogra factory to

Dhaka.

Grameen Danone has also begun to diversify its product offerings to appeal to even more

customers (adults as we all children), boost its sales volume, and increase the utilization of its

Bogra factory.


14/52

14 | P a g e

_____________________________________3.0 STATEMENT OF THEPROBLEM

Here, the problem is that the sale of Shokti doi of Grameen Danone is decreasing.

Objective of marketing research project is how they can increase the sales of this company?

The specific components to be considered are:-

y Proper segmentation of the market and selecting the appropriate target market.

y Appropriate Promotional strategy.

y Change in product and pricing policies.

_____________________________4.0 LIMITATIONS OF THE RESEARCH

Though we have put up our best effort to make this research a good one, this paper has some

limitations too. We have faced some constraints and obstacles while conducting the study.

Firstly, we had limited access to the related literatures due to restricted access of journals in

JSTOR Internet Library and other journal sites. As a result, we could find limited resources to

deal with.

Secondly, we could not find any developed questionnaire. Therefore, the researcher had to

develop a questionnaire which reliability and validity is not tested.


15/52

15 | P a g e

Thirdly, the samples we have dealt with are very limited and they are not surely representative

of the whole population of the target customer base.

Last but not the least, the measures included in this research was based upon the perceptions

of the participating respondents. Therefore, the potential for data inaccuracies due to item

misinterpretation or predisposition to certain responses on the part of the participant does

exist.


16/52

16 | P a g e

_______________________________________________5.0 HYPOTHESIS

Ho: The segmentation process is needed to be revised.

H1: The segmentation process is not needed to be revised.

Ho: It should set different pricing strategies considering the target market.

H1: It should continue the same pricing strategy for its existing target market

Ho: It should not introduce 500g package in cities to increase sales

H1: It should introduce 500g package

Ho: Price for 500g package should not be equal to TK.75 according to original price.

H1: It should be equal to TK.75.

Ho: Women and older people are needed to consider while selling the yogurts.

H1: Women and older people are not needed to consider while selling the yogurts.

Ho: Children are more focused on the taste rather than the nutrients they are getting from

Shokti Doi.

H1: Children are less focused on the taste rather than the nutrients they are getting from Shokti

Doi.


17/52

17 | P a g e

Ho: They should not come up with both Pull and Push selling strategy

H1: Their selling strategy is good with mostly push selling

Ho: Their promotional strategy needs to contain the culture of Bangladesh along with the

encouragement of being nutritious.

H1: Their promotional strategy does not need to contain the culture of Bangladesh, neither the

encouragement of being nutritious.

_______________________________6.0 RESEARCH METHODOLOGY

While working on this research we have employed various techniques and methods to acquire

relevant data. The methodology employed in this study includes: the procedure for data

collection, the study sample, the procedure and techniques used in the data analysis and the

study limitations.

The data we have collected can be divided into two categories based on the data collection

techniques, study sample and source of information. Those two categories are Primary Data

and Secondary Data.

Primary data refers to the data collected from the survey that we have conducted among the

samples of the target consumers who are assumed as representatives of the target population.


18/52

18 | P a g e

___________________________________________7.0 RESEARCH DESIGN

Our research is a mixed type of research as we have employed both Quantitative and

Qualitative techniques of acquiring data. We went through our Problem Discovery and Problem

Definition part. After that, we have used the data acquiring techniques to collect data relevant

to the research, which would eventually lead us to the consumer insight and the validation test

of our hypotheses.

After defining the problem or existing gap in the market, we went to the research design part.

Here we decided who will be our respondents and how will we select them. We made sure that

our respondents represent the greater population, which we are trying to indicate. Then we

have conducted a survey and used SPSS software to test our hypothesis and figure out hidden

facts about consumer insight.

We developed a questionnaire for conducting survey and pre tested it on a smaller group. After

correcting the questionnaire, we conducted survey with the final questionnaire. Finally, after

conducting survey we used the statistical software (SPSS) to analyze the gathered data and find

the hidden patterns and information. We interpreted these data and made some

recommendation on these findings.

Quantitative Research

Our quantitative research employs a survey, which we have conducted within a sample size of

27 respondents whom we assume to be representatives of the target population. At first, we

have developed a questionnaire for conducting survey and pre tested it on a smaller gr oup.

After correcting the questionnaire, we conducted survey with the final questionnaire. Finally,

after conducting survey we used the statistical software (SPSS) to analyze the gathered data

and find the hidden patterns and information. We interpreted these data and made some

recommendation on these findings.


19/52

19 | P a g e

________________________________8.0 DATA COLLECTION METHOD

Primary data collection for our research was done through questionnaire survey. This

questionnaires were provided directly to the respondents and we the surveyors recorded the

collected data. These were collected via convenience sampling method. We have chosen

respondents within the target population who were representative of different segments. No

supervisory and validation method was used. Re-contacting was not possible, as the

respondents preferred anonymity.

The data required for conducting this study were collected using self-administered

questionnaires, specially designed to achieve the study goals. A total of 15 questions covering

key attributes of the customers perception about Shoktidoi were prepared after reviewing the

relevant study. The questionnaire includes multiple-choice question and scale such as Interval

Scale, Semantic Differential Scale and Likert Scale were used to rate the importance of different

attribute and understand consumer preference and insight regarding the decision making

process of the evaluation of Shoktidoi. All the questions were closed-ended question to

encourage easy response from the customers and to allow the researcher to use statistical tests

in evaluating the findings of the study.

8.1 Measurement Scales

Out of 15 questions we used 15 fixed alternative questions and no open ended question.

Measurement of several independent variables was done by Semantic Differential Scale and

Likert Scale. Some category scale questions were included too. In most other cases, we used

nominal, ordinal and interval scales. We also used some questions which are similar in nature

to find out the consistency of the respondents while answering.


20/52

20 | P a g e

8.2 DesignofRecording Forms

We have designed our questionnaire into three parts: in initial stage, we asked screening and

rapport questions. The questions which are of a little complex nature are placed in second last

stage. Then we have included demographic at first and at the end as well. We tried to be

simple, straightforward and concise and made sure that the questions were easily

understandable. As our respondents are from different segments, we had tried to make the

questions as flexible as possible. This will help us to minimize the error while gathering data.

We used mostly structured questions to make our questionnaire and there s no unstructured

question. We have used some determinant choice questions and the Semantic Differential and

Likert rating scale.

8.3 Respondent Instruction

There was a questionnaire introduction that clearly mentioned the purpose of the research. We

asked the respondents to tick any answer they preferred. The respondents were asked politely

by the interviewer to fill out the questionnaire to help us in our project. Our questionnaire was

two pages long with a mixture of different types of questions and there were 15 fixed

alternative questions.

8.4 Question Wording

The sentences used in the questionnaire were kept very simple and in conversational language.

Careful attention was given so that even a single loaded or leading question does not occur. The

questions were very specific and clear. We tried to keep the question very simple, easy to

understand words to feel our respondents comfortable.

8.5 Layout

Good layout and physical attractiveness are crucial issues of any questionnaire. To apply a good

layout of the questionnaire, we also tried to design the questionnaire such a way so that the


21/52

21 | P a g e

layout does not seem too formal or rigid to the customers. All the questions were arranged

such a way that each question and its corresponding answers began and ended in the same

page. All the questions were worded very precisely as well in order to prevent the target

respondent from becoming confused.

_________________________________________9.0 SAMPLINGMETHOD

9.1 Study Area

As stated before, we are concentrating more on the evaluation of Shoktidoi inside and outside

of Dhaka. That is why our sampling frame has been drawn from various privileged areas within

and out Dhaka, such as Dhanmondi, Banani and Keraniganj.

9.2 HandlingofRefusals

In some cases, many of the respondents were reluctant to fill the entire questionnaire and left

the task half done. In addition, almost all the respondents were unwilling to answer the open-

ended questions. In all these cases, we had to convince them to fill the entire thing up. We had

to provide them with incentives like Smile and A cup of tea to get the job done.

9.3 Replacement ofRefusals


22/52


23/52

23 | P a g e

displays information in a more easily understandable manner than normal bar charts. It shows

the percentages for different groups of choices, which makes it easier to understand consumer

preference. Not only that, it makes it easier to interpret the results as well.

Figure: Data View in SPSS

_____________________________________12.0 DATA SUMMERIZATION

Data summarization refers to the presentation of the data we have collected in such a formthat will be easily understood by the reader. In our project, we have also tried to use various

data summarization techniques in order for our ease to make the report, as well as for the

reader ease to read and understand our surveys findings.


24/52

24 | P a g e

The techniques we used to summarize our data are described below.

Frequency distribution tables: were used to record the number of times a certain variable

has repeated itself. It is visual-friendly and a very common technique to use. It is defined as

a set of intervals, usually of adjacent and of equal width, into which the range of a statistical

distribution is divided, each associated with a frequency indicating the number of

measurements in that interval.

Percentages: has been used to indicate how much a certain factor is composed of out of our

total respondents. It is used to show the proportion in relation to the whole.

Pie charts: have been used to give a good visual representation of our data. It gives a

graphical representation of data collected at a glance

Cross tabulations: has been done to compare our data that we collected. It displays the joint

distribution of two or more variables simultaneously. It can provide greater insight than just

frequency tables

Chi Square Test: allows us to test the significance in the analysis of frequency distribution.

Thus categorical data on variables or dichotomous may be statistically analyzed. Calculation

of the Chi Square statistics allowed us to determine whether the difference between the

observed frequency distributions and the expected distribution could be attributed to

sampling variations.

______________________________________13.0 RESPONSE INCENTIVES


25/52

25 | P a g e

Tangible Response Incentives

We did not provide any tangible or monetary incentives to our respondents because that would

be unethical and the respondents may get wrong impression about our research. Moreover, as

we are university students, we have numerous limitations to offer anything from our pocket to

our respondents.

Intangible Response Incentives

Though there were not any tangible incentives for the respondent, we did provide some

intangible incentives. They are as follows:

We made the questionnaire simple, straightforward, precise and easily understandable so

that it does not confuse respondents.

We said that we are students of North South University and showed them our Ids to make

them feel comfortable and safe.

Respondents did not need to give any identification and so they felt free to answer all the

questions.

We asked the respondents gently and politely to fill up the questionnaire. When they filled

it up, we thanked them so that they felt good and feel that they were able to help us.

Cost Estimate


26/52

26 | P a g e

There was no actual cost of conducting the survey except the money needed to print the

questionnaires and transportation cost that was needed to go to all the places to collect the

data.

GainsfromProviding Incentives

Majority of the respondents answered all the questions in the questionnaire. Therefore, our

response rate was quite high. They answered the questionnaires quickly and accurately which

saved out time and increased reliability of the responses.

___________________________________14.0 DATA ANALYSIS METHOD

Analysis calls for the formal presentation or putting the data we collected into an actionable

form. Each data we collected needs to be analyzed correctly, or it can lead us to misleading

answers and thus to a misleading hypothesis. Careful consideration should be given when

involving in the process of analyzing. Analysis methods could include association tests,

statistical tests, multivariate measures and descriptive statistics.


27/52

27 | P a g e

Two types of analysis were conducted in this study: profile analysis and statistical analysis.

Profile analysis can be viewed as a means of classifying a particular set of subjects according to

a particular number of relevant attributes. This method is widely used in social science

research especially those studies that involve the investigation of behavioral issues. This

method of analysis has been used in many studies as a first step before conducting any

statistical analysis. The profile analysis employed in this study was conducted via the use of

percentages, mean scores, and ranks. For statistical data analysis one-way frequency

distribution was used.

All our primary data have been collected through either questionnaire or focus group

discussion. After collection period, we put all the responses in the SPSS database, in addition,

we coded each and every response according to the SPSS code format. After running the data

inputs in the SPSS, we took SPSSs help to further analysis our information. With the help of the

data sheets we analyzed them using various methods like frequency, percentage count and

cross tabulation.

_____________________________________________15.0 SURVEY PRETEST

Pretesting refers to the testing on a small sample before actually testing a larger sample. After

only analyzing the results and reactions gathered through pretest, one can gather the courage

to conduct survey on a larger sample. Pretesting is generally agreed to be an indispensable

stage in survey questionnaire development. Conducting a pretest can save a company from

spending thousands of dollars. First, we got approval of our questionnaire design type by our

instructor. Then we conducted a pretest of questionnaire on 8-10 people. This helped us to


28/52

28 | P a g e

understand the likely responses we are to gather in the future. Another term for Pretesting can

be trial method, in which we gather the responses before launching the actual survey

questionnaire and we test the likely reactions of the respondents.

After conducting the pre-test, we came to know that there was some editing to be done in our

questionnaire. Some questions were not viewed as clear to the respondents as we expected, so

we had to redesign some questions for the respondents ease of filling it up. We changed few

words and replaced them with more easy and clear words. We have revised our instructions, so

that it was clear to the respondents what we expected from them, as a result, it was also easier

for them to fill up the final questionnaire

_________________________________16.0 ETHICAL CONSIDERATIONS

Our ethical motive was to motivate our respondents to answer our questions and side by side

protect their individual identity. They were to be kept anonymous about their identity, and we

promised not to disclose any of their personal information. We assured them that the

information collected will only be used for academic purpose and nothing else.


29/52

29 | P a g e

Though we asked them their age group and gender for our research purpose, we did not ask

them for their names, as a result, their identity was kept hidden. We have protected our 27

respondents of survey questionnaires.

Before conducting the survey, we provided them our (interviewers) identity as well as, the

purpose of our research. Once they understood that our research could not harm them in any

way, they were ready and willing to cooperate with us. We made it clear to them. Therefore,

we used the tactic ofinformed consentfor our respondents.


30/52

30 | P a g e

__________________________________17.0 SURVEY RESULT ANALYSIS

SURVEY RESULT ANALYSIS

Primary Statistical Analysis

Gender of Respondents

Statistics

Gender

N Valid 27

Missing 0

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid male 9 33.3 33.3 33.3

female 18 66.7 66.7 100.0

Total 27 100.0 100.0

Data Analysis

Among our field population 100% are valid and 0% is missing. Within valid population 33.3%

are male and 66.7% of our respondents are female.

Interpretation

From our research we found that majority proportion of respondents is female.


31/52

31 | P a g e

Age Group of Respondents:

Statistics

age

N Valid 27

Missing 0

Age


Cumulative

Percent

Valid below 18 6 22.2 22.2 22.2

18 18 66.7 66.7 88.9

18-23 3 11.1 11.1 100.0

Total 27 100.0 100.0

Data analysis

From the respondents 22.22.% placing below 18, 11.1% were placing from 18-23, 11.1% .

Interpretation

We attempted to accomplish the study on sample respondents who were aware of fashionable

Shoktidoi. Most of our respondents were below 18.


32/52

32 | P a g e

Question 1: Do you know shotidoi?

Statistics

attitudetoward_s

okti_doi Gender

N Valid 27 27

Missing 0 0

attitudetoward_sokti_doi


Cumulative

Percent

Valid No 4 14.8 14.8 14.8

Yes 23 85.2 85.2 100.0

Total 27 100.0 100.0

Gender


Cumulative

Percent

Valid male 9 33.3 33.3 33.3

female 18 66.7 66.7 100.0

Total 27 100.0 100.0

Data analysis

From the respondents 14.8% have a negative attitude towards shoktidoi where as 85.2% had apositive attitude.


33/52

33 | P a g e

Interpretation

We attempted to accomplish the study on the impression of shoktidoi where a majority of the

our target segment accepted that, shoktidoi still has a positive attitude towards them as it is aenergy providing product and it is 85.2% and on the other hand, 14.8% respondents think that,

the impression Shoktidoi has; towards the customer is negative.

Question 2: Do you think Shokti Doi is good for health?

Statistics

Shoktidoi is good for health

N Valid 27

Missing 0

Shoktidoi_is_good_for_health


Cumulative

Percent

Valid No 11 40.7 40.7 40.7

Yes 16 59.3 59.3 100.0

Total 27 100.0 100.0

Data analysis

From the respondents 59.3% were answered that Shoktidoi is good for health and 40.7% were

not.


34/52

34 | P a g e

Interpretation

We attempted to accomplish the study on sample of minimum 59% who agreed that Shoktidoi

is good for health. To accomplish this huge segment of probable concern people who are healthconscious Shoktidoi would focus more on promoting itself as an ingredient of a healthy issue.

Question 3: Do you think Shokti Doi is appropriate for all aged group?

Statistics

gender

approprite_for_a

ge_group

N Valid 27 26

Missing 0 1

Mean .67 1.73

Percentiles 95 1.00 4.30

Frequency Table

Gender


Cumulative

Percent

Valid male 9 33.3 33.3 33.3

female 18 66.7 66.7 100.0

Total 27 100.0 100.0


35/52

35 | P a g e

approprite_for_age_group


Cumulative

Percent

Valid below 18 15 55.6 57.7 57.7

18-23 5 18.5 19.2 76.9

24-29 5 18.5 19.2 96.2

36 and above 1 3.7 3.8 100.0

Total 26 96.3 100.0

Missing System 1 3.7

Total 27 100.0

The general view seems to favor the below 18 group as the more appropriate age group for

consuming Shokti Doi. So, it proves that, its segmentation should be reviewed.

Ho: The segmentation process is needed to be revised. (Accepted)

Question 4: What drinks or appetizer would you like most? (Rate these products from 1-4)

Statistics

Soft_Drinks Energy_Drinks sweets Soktidoi

N Valid 20 19 20 23

Missing 7 8 7 4


36/52

36 | P a g e

Soft_Drinks


Cumulative

Percent

Valid first preferrence 8 29.6 40.0 40.0

third preferrence 4 14.8 20.0 60.0

fourth preferrence 8 29.6 40.0 100.0

Total 20 74.1 100.0


Total 27 100.0

Energy_Drinks


Cumulative

Percent


second preferrence 5 18.5 26.3 52.6



Total 19 70.4 100.0


Total 27 100.0

Sweets


Cumulative

Percent





Total 20 74.1 100.0


Total 27 100.0


37/52

37 | P a g e

Soktidoi


Cumulative

Percent





Total 23 85.2 100.0


Total 27 100.0

It seems that considering the fact of shoktidoi 22.2% of the sample size prefers to have shokti doias appetizer while29.6% would like to have sweets & soft drinks and a few as in 18.5% would

like to prefer any sort of energy drink.

Therefore, it indicates that, shoktidoi needs to revise its segmentation process.

So, Ho: The segmentation process is needed to be revised. (Accepted)

Question 5: If Shokti Doi comes with new 500g package in cities, do you think it will

increase sale of the company?

Statistics

New packaging for Urban areas

N Valid 27

Missing 0


38/52

38 | P a g e

NewpackagingforUrbanareas


Cumulative

Percent

Valid mini packet 6 22.2 22.2 22.2

Same packet 4 14.8 14.8 37.0

keep the same product and

introduce 500gm-1kg packets

7 25.9 25.9 63.0


introduce not more then 1kg

packet

9 33.3 33.3 96.3


introduce more then 1 kg

packets

1 3.7 3.7 100.0

Total 27 100.0 100.0

Here we can see that, 22% agrees that

Question 6: If Shokti Doi introduce 500g package, what price they should charge?

Statistics

new price for new packet

N Valid 27

Missing 0

newpricefornewpacket


39/52


40/52

40 | P a g e

The children chose taste over the nutrients value more. It may be concluded that due to the

influence of other tasty food products such is their general opinion.

Frequency Table

Gender


Cumulative

Percent

Valid male 9 33.3 33.3 33.3

female 18 66.7 66.7 100.0

Total 27 100.0 100.0

childrenchoosetasteovernutrients


Cumulative

Percent

Valid no 5 18.5 19.2 19.2

yes 21 77.8 80.8 100.0

Total 26 96.3 100.0


Total 27 100.0

It shows 77.8% of the sample size agreed that, children are more concern about the taste of a

product rather than the nutritious they are getting from it.

Therefore, Ho: Children are more focused on the taste rather than the nutrients they are getting from

Shokti Doi. (Accepted)


41/52


42/52

42 | P a g e

Question 10: Do you think Shokti Doi attract the buyer through its colors

Statistics

Shokti Doi's color attracting

buyers

N Valid 27

Missing 0

ShoktiDoi'scolorattractingbuyers


Cumulative

Percent

Valid No 10 37.0 37.0 37.0

Yes 17 63.0 63.0 100.0

Total 27 100.0 100.0

The results show that the colors do attract majority of the buyers.

We can see 77.8% people think children are more focused on the taste rather than the nutrients

they are getting from Shokti Doi. 77.8% people think if they add flavor to Shokti Doi it will

increase the sale of product and 63.0% people attract buyer to buy shokti Doi.

So,Ho: Children are more focused on the taste rather than the nutrients they are getting from Shokti

Doi. (Accepted)

Question 11: Do you think the recent promotional strategy of Shokti Doi can grab the

attention of the potential customers?

Statistics

recent promotion is attacting the

customers

N Valid 27


43/52

43 | P a g e

Statistics

recent promotion is attacting the

customers

N Valid 27

Missing 0

recentpromotionisattractingthecustomers


Cumulative

Percent

Valid No 12 44.4 44.4 44.4

Yes 15 55.6 55.6 100.0

Total 27 100.0 100.0

Recent promotions seem to have created more attraction from the customers point of view,

although the result is favorable just by a small percentage. 55.6% people think recent promotionwill attract more customer.

Therefore,

Ho: Their promotional strategy needs to contain the culture of Bangladesh along with theencouragement of being nutritious. (Accepted)

Q.12) What do you think buyers will prefer more while buying a yogurt?

Statistics

gender

buyers

preference

N Valid 27 27

Missing 0 0

Mean .67 1.19



44/52

44 | P a g e

Frequency Table

buyerspreference


Cumulative

Percent

Valid Sokti doi 22 81.5 81.5 81.5

any Unknown brand 5 18.5 18.5 100.0

Total 27 100.0 100.0

From the data analysis, it is found that 33.3% are keen to buy shoktidoi where as 66.7% are

interested to buy something else..

Therefore,

H1: Their selling strategy is good with mostly push selling, (Accepted)

Q.13) Do you think which strategy of Shokti Doi push its customer to buy the product? (You

can tick more than one.)

Statistics

gender Price_strategy

Promotion_strate

gy Availability Packaging Product_Value

N Valid 27 27 27 27 27 27

Missing 0 0 0 0 0 0

Mean .67 .30 .52 .52 .19 .11

Percentiles 95 1.00 1.00 1.00 1.00 1.00 1.00


45/52

45 | P a g e

Frequency Table

Gender


Cumulative

Percent

Valid male 9 33.3 33.3 33.3

female 18 66.7 66.7 100.0

Total 27 100.0 100.0

Price_strategy


Cumulative

Percent

Valid No 19 70.4 70.4 70.4

Yes 8 29.6 29.6 100.0

Total 27 100.0 100.0

Promotion_strategy


Cumulative

Percent

Valid No 13 48.1 48.1 48.1

Yes 14 51.9 51.9 100.0

Total 27 100.0 100.0


46/52

46 | P a g e

Availability


Cumulative

Percent

Valid No 13 48.1 48.1 48.1

Yes 14 51.9 51.9 100.0

Total 27 100.0 100.0

Packaging


Cumulative

Percent

Valid No 22 81.5 81.5 81.5

Yes 5 18.5 18.5 100.0

Total 27 100.0 100.0

Product_Value


Cumulative

Percent

Valid No 24 88.9 88.9 88.9

Yes 3 11.1 11.1 100.0

Total 27 100.0 100.0

From the data analysis, it is found that 88.9% of the sample size is more concerned about the

product while buying anything regardless of price and other things, as 70.4% are more

concerned about the pricing policy.

Therefore, Ho: It should set different pricing strategies considering the target market. (Rejected)


47/52

47 | P a g e

Q.14) Do you think Shokti Doi would boost up its sales; if they will focus on:

Frequency Table

Age


Cumulative

Percent

Valid below 18 6 22.2 22.2 22.2

18 18 66.7 66.7 88.9

18-23 3 11.1 11.1 100.0

Total 27 100.0 100.0

Toincreasesalestheyshouldfocuson


Cumulative

Percent

Valid our culture 2 7.4 7.4 7.4

price 9 33.3 33.3 40.7

product benefits 9 33.3 33.3 74.1

emotional appeal 7 25.9 25.9 100.0

Total 27 100.0 100.0

Statistics

age

To increase

sales they should

focus on

N Valid 27 27

Missing 0 0

Mean 1.89 2.78



48/52

48 | P a g e

The packaging seems to be the leading preferred factor in influencing the customers. Also the

product availability and price have proven to be influential factors. On the other hand, the

cultural factor would less influence the fact of selling shokti doi as it is agreed by only 7.4% of

the sample size.

Therefore, H1: Their promotional strategy does not need to contain the culture of Bangladesh,

neither the encouragement of being nutritious.

Q.15) What should be the packaging of Sokti Doi if they want to enter in Urban areas?

Statistics

gender

New packaging

for Urban areas

N Valid 27 27

Missing 0 0

Mean .67 2.81


Frequency Table

Gender


Cumulative

Percent

Valid male 9 33.3 33.3 33.3

female 18 66.7 66.7 100.0

Total 27 100.0 100.0


49/52

49 | P a g e

NewpackagingforUrbanareas


Cumulative

Percent

Valid mini packet 6 22.2 22.2 22.2

Same packet 4 14.8 14.8 37.0


introduce 500gm-1kg packets

7 25.9 25.9 63.0


introduce not more then 1kg

packet

9 33.3 33.3 96.3


introduce more then 1 kg

packets

1 3.7 3.7 100.0

Total 27 100.0 100.0

The fourth option of keeping the same product and containers not more than 1 kg are preferred.

This is good news for Shokti Doi since new packaging wont be needed and thus costs can be

saved as the percentage is 33.3

Therefore, H1: Their promotional strategy does not need to contain the culture of Bangladesh,

neither the encouragement of being nutritious.

Regression

ModelSummary

Model R R Square

Adjusted R

Square

Std. Error of the

Estimate

1 .101a

.010 -.029 .942

a. Predictors: (Constant), gender


50/52

50 | P a g e

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression .230 1 .230 .259 .616a

Residual 22.205 25 .888

Total 22.435 26

a. Predictors: (Constant), gender

b. Dependent Variable: Soktidoi

Coefficientsa

Model

Unstandardized Coefficients

Standardized

Coefficients

t Sig.B Std. Error Beta

1 (Constant) 2.391 .314 7.612 .000

gender -.196 .385 -.101 -.509 .616

a. Dependent Variable: Soktidoi


51/52

51 | P a g e

________________________________________ 18.0 RESEARCH FINDINGS

This research is conducted to evaluate the proper segmentation of the market and selecting the

appropriate target market. Other than that, the execution of appropriate promotional strategy is

needed to be reconsidering along with the changing product and policies. The research is conducted

to find out what factors have an impact on decreasing sales of Grameen Denone SdhoktiDoi

and what factor might help them to gain the maximum amount of market share. The

consumers have also given their opinion about some categories about the factors that have

helped them to have an impression on Shoktidoi.

Grameen Denone should me more focused on their segmented market as their previous

segmented criteria were a bit narrow and obvious. Moreover, they were only focusing on rural

areas which led them down in terms of competing with the global issues such as cost rising of

the raw materials; therefore, cities should be targeted as well and for that, the new packaging

and pricing policies are needed to be introduced in order to capture the market share in the

cities and subsidized the rural segmented market through social business model.


52/52

________________________________________19.0 RECOMMENDATIONS

We have developed few recommendations from our research finding. We believe these

recommendations would surely benefit the Shoktidoi in some way to cash in more money. The

recommendations are as follows:

Children and Females are their main customers.

Focusing on the cities would minimize their production cost

They should focus on the taste of the product along with the concern of the nutritious. They should do more advertising to create awareness of their brand as less people know

about their brand.

Grameen Danone_Fynal

Documents

Transcript of Grameen Danone_Fynal