1. PRODUCT RESEARCH
What product characteristics are important to your
customer experiences e.g. features, color, size etc.
What product innovations are likely to be well-
received by customers?
What brand name appeals to your customers?
What functionality do your customers want?
What styling, quality, safety and packaging do your
customers want?
Is after sales service, repairs, warranty and guarantees
2. Wh a t p r i c i n g s t r a t e g y
s h o u l d y o u u s e (c a s h
d i s c o u n t s , c u s t o me r s e g me n t
p r i c i n g , s p e c i a l e v e n t
p r i c i n g e t c .)?
Wh a t s h o u l d y o u r s u g g e s t e d
r e t a i l p r i c e b e ?
S h o u l d y o u g i v e v o l u me
d i s c o u n t s o r o f f e r
wh o l e s a l e p r i c i n g ?
3. Choosing a distribution channel. Should your product or
service be sold through a retailer? Should you offer the
product or service wholesale? Should you use multi-level
marketing or party-plan to sell your product?
Deciding what kind of market coverage you need i.e. are you
going to be exclusive, selective or have a wide inclusive
distribution
What channel partners to choose?
Where and when should your product or service be
available?
4. What promotion strategy to use
Whether your key messages or copy resonates with your target
market
Selecting the advertising media that will best reach your target
market and which best conveys your brand message
Whether your advertising or promotions strategy has
increased your brand recognition
5.
6. Product research:
Research findings:
Not kept pace with the rest of the world.
Preferred among 35-40 yrs.
Young urbanites moved on to sophisticated confectionery
Typical single serving was perceived to be too big.
Improvements:
Single serving reduced to 15-20gms
Modern and sleek packaging
Firni and kheer packaged in modern and single served cups
7. Pricing research:
High quality customized package
Customized selection of special sweetmeats.
300 percent premium over regular nirala prices
Lahorites are known for their love of food and
willingness to pay a premium amount
Special discounts on occasions.
8. Distribution research:
N DESIGN is the packaging company working under
NIRALA
More than 3000 retail stores across more than 50
cities in Pakistan.
Timely and effective distribution of the products.
9. Promotion research:
Print media and outdoor advertising.
Music concerts and English plays are sponsored by
NIRALA
(Moulin rouge and the phantom of opera)
Primarily used word of mouth