[SMT. K. G. MITTAL INSTITUTE OF MANAGEMENT, IT & RESEARCH]

SUMMER PROJECT ON Study of Marketing Research on Four Square Cigarette by IMRB International

COMPLETED AT IMRB INTERNATIONAL

UNDER THE GUIDANCE OF

PROF: ANNIE JOSEPH – (MMS FACULTY)

SUBMITTED BY

Ankush. B. Chougule.

MMS 2011-13 SEMESTER III

SPECIALIZATION: MARKETING Role No:-09

IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE M.M.S. PROGRAMME FOR THE YEAR 2011-2013

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DECLARATION

I, Mr.Ankush.B.Chougule.hereby declare that this project report titled “Study Of Marketing Research On Four Square Cigarette By IMRB”is an original piece of work carried out by me during the summer internship period from May 2, 2012 to June 30, 2012.The information has been collected from genuine and authentic sources.

The work has been submitted in partial fulfillment of the requirement of the Master of Management Studies, University of Mumbai under the guidance of Prof.Annie Ma‟am is my original my work and the conclusion drawn therein are based on the material collected by myself.

Due credit is extended on the work of literature by endorsing it in the bibliography as per the prescribed format.

.

Date:

Place: Mumbai Ankush B.Chougule.

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ACKNOWLEDGEMENT

My Summer Internship program at IMRB International (Dadar, Mumbai Branch) has been a quantum leap in terms of familiarization of management concepts, hands on experience, acclimatization ofcorporate culture, sincerity, diligence, responsibility and above all self- confidence.

At the very onset, must express my profound gratitude to Bank of India for giving me an opportunity to be a part of their esteemed organization.

My deep sense of gratitude to Field Manager, Mr.Dhananjay Maniwade for their colossal shore up throughout my training phase of summer internship. We express our sincere thanks to our respected director Ms. B. D‟silva, Ma‟am, for availing us this great opportunity to learn vital element of this corporate world through summer internship

I would like to thank my mentors Prof.Annie Ma‟am, for providing me valuable insights during the entire project work and for their indefatigable cooperation at every possible step of my endeavour.

Very special thanks to Mr. Ramesh sir for his constant support and guidance throughout the training period. I would also thank the staff at IMRB International for their continuous support at every stage of my project.

I would like to thank my college Smt.K.G.Mittal Institute of Management, I.T,& Research and its faculty members for giving me an exposure to the corporate world.

Besides, I would also like to thank all my colleagues, friends and family for being the pillars of immense support and strength.

Ankush B Chougule.

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TABLE OF CONTENT

Chapter no. Title Page no.

1 Executive summery 6 2 Introduction 8 3 Research objectives 10 4 Overview of marketing research 12-13 4.1 Introduction 12

4.2 History 12 5 Company profile (IMRB)

5.1 Introduction 15

5.2 Company structure 16

5.3 IMRB in India and Abroad 18

5.4 IMRB Groups 18

5.6 IMRB Unites at International level 20

5.7 Services offer by IMRB 23

5.8 Sectors where IMRB research 23

5.9 Syndicate offers 24

5.10 How IMRB different 25

5.11 Achievements and goals, Mission, vision 26

5.12 IMRB Clients and competitors 26

5.13 SWOT analysis 28

5.14 Organizational structure 29

6 Brief profile of Tobacco Industry 31-40

6.1 History of Tobacco 31

6.2 Indian Tobacco History 32

6.3 The global tobacco market 32

6.4 Role of Tobacco Indian 34

6.5 Contribution of Major companies in India 36

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Chapter no. Title Page no.

6.6 Benefits of Tobacco Industry to Government 35 6.7 About Godfrey Phillips India 37 7 Theoretical background of marketing research 42- 7.2 Introduction 42 7.3 Types of research 42

7.4 Types of methods/Techniques 44 7.5 Process of Marketing research 45

7.6 Sampling 47

8 Research Methodology 54-58

Introduction 55

Problem of statement 55

Scope of study 55

Limitation of study 56

Problems regarding to the four square cigarette 56

Research design 57-58

9 Analysis of information 59-74

10 Annexure 75-85

11 Conclusion

11.1Findings 87

12 Recommendations 89

13 Assessment of the Internship 90

14 Bibliography 91

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CHAPTER-1 EXECUTIVE SUMMARY

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EXECUTIVE SUMMARY

Marketing research is "the function that links the consumers, customers, and public to the marketer through information, information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyses the results, and communicates the findings and their implications.

It is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services. The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behaviour. The term is commonly interchanged with market research; however, expert practitioners may wish to draw a distinction, in that market research is concerned specifically with markets, while marketing research is concerned specifically about marketing processes

The task of marketing research (MR) is to provide management with relevant, accurate, reliable, valid, and current information. Competitive marketing environment and the ever- increasing costs attributed to poor decision making require that marketing research provide sound information. Sound decisions are not based on gut feeling, intuition, or even pure judgment.

Marketing managers make numerous strategic and tactical decisions in the process of identifying and satisfying customer needs. They make decisions about potential opportunities, target market selection, market segmentation, planning and implementing marketing programs, marketing performance, and control. These decisions are complicated by interactions between the controllable marketing variables of product, pricing, promotion, and distribution. Further complications are added by uncontrollable environmental factors such as general economic conditions, technology, public policies and laws, political environment, competition, and social and cultural changes. Another factor in this mix is the complexity of consumers.

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CHAPTER-2

INTRODUCTION

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INTRODUCTION

Market research is any organized effort to gather information about markets or customers. It is a very important component of business strategy. The term is commonly interchanged with marketing research; however, expert practitioners may wish to draw a distinction, in that marketing research is concerned specifically about marketing processes, while marketresearch is concerned specifically with markets.

Traditionally, marketing researchers were responsible for providing the relevant information and marketing decisions were made by the managers. However, the roles are changing and marketing researchers are becoming more involved in decision making, whereas marketing managers are becoming more involved with research. The role of marketing research in managerial decision making is explained further using the framework of the "DECIDE" model:

The DECIDE model conceptualizes managerial decision making as a series of six steps. The decision process begins by precisely defining the problem or opportunity, along with the objectives and constraints. Next, the possible decision factors that make up the alternative courses of action (controllable factors) and uncertainties (uncontrollable factors) are enumerated. Then, relevant information on the alternatives and possible outcomes is collected. The next step is to identify and select the best alternative based on chosen criteria or measures of success. Then a detailed plan to develop and implement the alternative selected is developed and put into effect. Last, the outcome of the decision and the decision process itself are evaluated. Market research is a key factor to get advantage over competitors. Market research provides important information to identify and analyze the market need, market size and competition.

Market research, includes social and opinion research is the systematic gathering and interpretation of information about individuals or organizations using statistical and analytical methods and techniques of the applied social sciences to gain insight or Marketing research does not only occur in huge corporations with many employees and a large budget. Marketing information can be derived by observing the environment of their location and the competitions location. Small scale surveys and focus groups are low cost ways to gather information from potential and existing customers.

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CHAPTER-3

RESEARCHOBJECTIVES

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