Synergy is a marketing consulting company which engages in enhancing the living standards of Sri Lankan customers. It engages in helping companies to identify customer needs and improve their products in a manner which results in customer satisfaction.
Presently they have undertaken an assignment to identify the ways to improve the products in the FMCG market to make those more appealing to customers. The core aim of the project is to analyse the present marketing mix strategy (4Ps) related to a selected FMCG and introducing strategies to enhance the product offering. Synergy will then offer the results and conclusions of this project to the relevant FMCG Company.
What is expected to be done?
Assume your group is being hired by Synergy to assist on their consulting project. You have to select a local FMCG brand and to critically analyse the existing marketing mix strategy. Based on the analysis identify one of the key elements in the marketing mix which needs to be improved. Identified improvement should result in delivering more value to the customer while enhancing profitability of the Company.
In this phase students are expected to conduct a quantitative research project based on the area that
you have identified in phase I. The information collected should generate knowledge on the specific
area of the marketing strategy used by the company and how the particular key element needs to be
improved in order to enhance the marketing mix, justification for the selected elements, factors
affecting towards the effectiveness of the selected element of the marketing mix and strategies to
In conducting their research students should follow these steps:
1. Develop a structured questionnaire.
2. Collect a minimum of 100 usable questionnaires
3. Create an excel/spss spreadsheet.
4. Enter the data for each of the 100 questionnaires in the spreadsheet.
5. Analyse and interpret the data.
6. Write a report.
Students should clearly state their research objectives, develop a research instrument, collect data (at
least 100 questionnaires), analyse the data and present the results.
The final report (3000 words) should include:
Description of the aforementioned steps,
Interpretation of the research results,
(P.S - this is the assignment description, questioners and research are not required, false data will be accepted by me)
(Research should be based on Company - elephant House srilanka / Product - Kick Cola (Cola Drink) / Problem - Product ain't Moving / Target Market - Youth; Research should be based on these facts)