BUSINESS RESEARCH ASSIGNMENT

SUBMITTED BY:
SANCHI RAJPUT, ROLL NO – 20181229
AMISHA KUMARI, ROLL NO - 20181201
BACHELOR OF MANAGEMENT STUDIES, 2nd YEAR

ANSWER 1:

Title of research:
Fun Times Ltd. Company's diversification into the kids wear segment.

Introduction:
Fun times ltd. is a company dealing in Kid's toys. The company management is planning
to diversify into the kids wear segment .The area of the research is the kids wear segment.
As, the company is dealing in kid's toys segment but due to intense competition in the
segment company is struggling and finding it difficult to survive in the market. So, the
company is planning to diversify its line of product in kid's wear segment. This research
will be helpful for gaining knowledge about kid's wear industry which will provide
competitive advantages and will assist in the growth of the business.

Objective:
 To know the response of customers to the new line of kids wear.

 To know how much the brand name of FunTimes Ltd. will help in launching the
wear line.

Problem statement:
Availability of resources for production .People have become increasingly fashion
conscious and parent wants their kids to dress up like them and adopted the sophisticated
buying preference for their children. The price of the clothes is a major deciding factor in
the purchase of the apparel along with the design and the fabric used. Health statistics
don't relate to clothing sizes and shapes and sizing kid's clothing by age is the least
reliable way of sizing kid's wear.

Literature review:
This research for kids wear was conducted to determine parent’s buying behavior and
factors influencing it. The study targets 3 to 8 years kids

Belonging to middle class family who want to switch from lower segment to medium
segment products of superior quality, but at affordable price range. Method followed for
achieving the desired result was primary survey method. Steps followed through
conduction of research starts with collecting secondary data through already available
research papers and articles which give a wide view of kids wear market.

With the sudden boom in the kids wear market, the idea of venturing into kids’ clothing
line can be very enticing and exciting for a lot of aspiring businesspersons and
entrepreneurs. However, just like building anything of value, starting a successful kids’
apparel business is no child’s play. So, before launching a clothing line for kids, it is
imperative to conduct in-depth research on the existing trends and thoroughly studying
the markets. Having a finger on the pulse of one’s target customers is imperative as is the
desire to constantly match up with dynamic market trends. In the earlier days, parents
were value-conscious and spent thriftily on kids’ apparel. However, those days are now
truly a thing of the past. Today, parents not only look for superior and high-end brands,
but also for premium quality when it comes to purchasing kids’ outfits.

While investing time and money in developing the segment of kids wear, it is essential to
target the right requirements of children as well as their parents. Both kids and parents are
turning out to be highly fashion-conscious and the influence of the internet has had a
major impact on their decision-making process. The kids wear segment is highly
saturated with local and international players vying for space, and, so, before setting up a
clothing line exclusively for kids, one needs to think beyond the already existing ideas
and come up with novel concepts to woo customers. The best way is to cater to an unmet
need, as all fashion-conscious kids and parents are scouting for fresh patterns to give an
edge to their wardrobe. Parents are highly sensitive about the quality and design of the
products they buy for their children. When it comes to starting a new line, it should
probably be something novel, for instance, ethical or organic kids wear.

The key to starting a successful kids’ clothing line also lies in the right marketing and
advertising approach. It is essential to re-evaluate the market and offerings and at times
make a few tweaks, come up with attractive offers and discounts and have a realistic
attitude towards the brand. The ease of buying products online has also seen buyers
shifting to e-platforms to make their purchases. Therefore, an online offering will go a
long way in making a brand well-known and driving sales. The right product assortment,
exceptional visual merchandising and innovative promotional and advertising strategies
will play a vital role in creating a niche in the kids wear market.

However, what’s most important is to remember that one is catering to the needs of
children, the most precious possessions of their parents. So a human touch, some creative
ideas, great quality products and an emotional appeal built around the brand will truly
take it a long way.

Research Methodology:
Method for achieving the desired result will be primary survey method .Collecting
secondary data through already available research papers and articles which give a wide
view of kids wear market. The second step is collecting primary data by surveying people
for this purpose

Delhi will be divided into five zones, and fixed number of consumer and retailers (both
organized and unorganized ) will be interviewed, as well as by observation of present
trend of clothing among kids by visiting various public places like parks and malls and
local market will be done.

Budget:
6-7 Lakhs (As kids wear segment can be added to existing store of kids toys.)

Timeline:
5-6 months.
ANSWER 2 – QUESTIONNAIRE to be filled by customers of CADBURY FUSE
CHOCOLATE to analyze customers’ rand awareness, perception and feedback.

CUSTOMERS FEEDBACK QUESTIONNAIRE

CADBURY FUSE CHOCOLATE

Dear Sir/Madam, You are requested to furnish details for further study purpose.
The information provided will be maintained strictly confidential & used only for our
study purpose.
(Please √ your option)

1.1 Gender : Male / Female

1.2 Age : Below 10 / 11 – 18 / 19 – 25 / 26 – 35 / above 35

1.3 Marital Status : Unmarried / Married

1.4 Level of Education : Illiterate / Elementary (Up to V) / High School (Up to X/

Higher Secondary (Up to +2) / Undergraduate / Post
Graduate / Professional Degree / Others.

1.5 Occupation : Student / Employed / Self employed / Retired /

Not Employed

1.6 Monthly Income :10000 and Below / `10001 – `15000 / 15001 – `20000/
Above `20000.
 BRAND AWARENESS AND PERCEPTION

1. When was the last time you ate CADBURY FUSE CHOCOLATE?
In the last week
In the last month
In the last 3 months
In the last 6 months
In the last 12 months
More than 12 months ago
Never

2. Which of the following brands have you heard of? (Select all that apply)
Mars
Hershey’s
Nestle
Cadbury
Ferrero

3. When did you first hear about Cadbury Fuse Chocolate?

In the last month
In the last 6 months
In the last 12 months
In the last 3 years
More than 3 years ago
I’ve never heard of it

4. In the past 3 months, where have you seen or heard about Cadbury Fuse? Please
select all that apply.
Friends, family members, or colleagues
Social media
Ads in a mobile app (excluding social media)
Online video
Online search
 Online news / magazine article
Printed news / magazine article
TV advertisement
Billboards
Our website
At a store
I don’t remember hearing about or seeing advertising for this brand in the
last 3 months
Other (please specify)

5. How familiar are you with Cadbury Fuse Chocolate?

Extremely familiar
Very familiar
Somewhat familiar
Not so familiar
Not at all familiar

6. How would you describe your overall opinion of Cadbury Fuse Chocolate?
Extremely favorable
Very favorable
Somewhat favorable
Not so favorable
Not at all favorable
I have not heard of this brand

7. How likely is it that you would recommend CADBURY FUSE CHOCOLATE to a

friend or colleague?
a. Certain b. Very likely
c. Somewhat likely d. Very unlikely
e. Will not recommend
8. Do you think the price that CADBURY is charging for chocolates is worth the
product?
a) Yes b) No

9. Have you purchased CADBURY FUSE CHOCOLATE?

a. Yes
b. No
If yes, please answer next question. If no, go to Q. No. 14

10. How often do you consume CADBURY FUSE CHOCOLATE?

a) Always b) Frequently
c) Occasionally d) Uncertainly

11. Reason for using CADBURY FUSE CHOCOLATE?

a) Taste b) Easy availability
c) Reasonable price d) Convenient package
e) Brand loyalty f) Safe for health
g) Better quality

12. Frequency of purchase (per month)?

a) Below 10 times b) 10 to 15 times
c) 16 to 20 times d) More than 20 times

13. How did you find the taste of CADBURY FUSE CHOCOLATE compared to
other chocolate brands?
a) Excellent b) Good
c) Fair d) Poor
14. Are there any specific areas in which you feel we need to improve?
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15. Any additional information you would like for us to know.

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