Synopsis

The Search for the ideal brand

promotion strategy for the launch
of an international brand in India
 Descriptive title of the study
“Launch of a foreign brand in India: What
sells and what does not.”
 Research Objective
• To find out the attributes that attract the
consumers towards adopting a new brand.
• To chart a marketing strategy that any
international brand should adopt for its
launch in India.
• To study a few brand introduction
strategies in the past, in India and analyze
the reasons for their success or failure.
 Problems to be examined
• The first problem is to study the perspective of
Indian consumers towards foreign brands.
• To chart down a set of generic product attributes
that an Indian consumer gets attracted towards
and leads him to its purchase.
• The need to closely examine the consumer
behavior and study the factors that their buying
decisions are affected by.
 Need for the Study
• In the era of globalization where each and every organization is broadening
its purview beyond their home country the immediate problem they face is a
culture shock.

• Organizations need to conduct thorough studies to formulate a country

specific or at least region specific marketing strategy in order to assure a
substantial if not overwhelming response from the host country consumers.

• For the fact that I am a born and brought up of India, I understand the
consumer perception and expectation that prevails in a general customer’s
mind here.
• Considering the numerous failures that have occurred while attempting to
introduce a product in India , even by big brands, it becomes mandatory to
access the real cause of the same and bring out a reliable plan so that no
more of such brand blunders are made.
• I hope that my study will be helpful to the various organizations who intend
to introduce themselves in the Indian markets.
 Hypothesis
• Consumers do not change their brand
preferences easily.
• Product design and not marketing strategy
is responsible for purchase decisions.
• Foreign products are not very popular
amongst Indian markets.
METHODOLOGY/RESEARCH
DESIGN
 INFORMATION NEEDS

• Demographic characteristics of
respondents
• Attitude towards foreign brands.
• Attributes that attract the Indian
consumers.
• Limitations and factors that discourage the
purchase decisions.
METHOD OF DATA COLLECTION

• This study will be conducted using a primary

data. Primary data ids the data collected fresh
and that happens to be original in nature.
Method employed to collect data is through
questionnaire.
• To achieve the above mentioned research
objectives , a questionnaire will be designed
related with objectives. The questionnaire will be
designed on a likert scale.
• The questions will be closed ended.
 POPULATION SPECIFICATION

• My study is based on the people who

make their own purchase decisions with a
sufficient disposable income. Population is
specified mainly in terms of age and
income.
• AGE- 18 AND ABOVE
• INCOME 2.5 LAKHS AND ABOVE
 SAMPLING METHOD

• The sampling method that will be used in this

study will be the random sampling method. In
random sampling method every sample will have
an equal chance of selection. Its an unbiased
means of selection method. The samples will be
chosen randomly from the random sampling
tables.
• As the samples would be the customers and the
retailers. The retailers will be chosen randomly
from the different sectors through random
sampling table. So the sampling technique that
will be used is random sampling method.
 SAMPLING SIZE

• As the data analysis technique used for

the study will be factor analysis so the
sample size depends on the number of
variables used. On a roughly estimation
the sample size will be around 75
consumers across the city beautiful.