[ detailed report at: http://scr.bi/business-research-of-bong-konnection ] Presentation on "Bong Konnection - a startup of premium branded specialty sweets" by Shabbir Akhtar (PGPM 10, Globsyn Business School - Global Campus) for the subject "Business Research Management"

1. Premium Brand of Specialty Sweets
Business Research Management
Presented by – Shabbir Akhtar
(PGPM 10, Globsyn Business School – Global Campus)

2. The Problem
• Is it feasible to start
a premium brand of
specialty sweets in
the city of Kolkata?

3. The Solution
Researching the opportunities:
• Demand
• Unique Selling Proposition
• Pricing
• Outlet Location

4. Whom We Approached to Study
the Demand of Our Products and Model?
• Through interview with looped questionnaire
• People between 15 to 75 years
• at 10 top sweet shops in Kolkata
• who bought sweets from the shops
• 300 such people were approached
• randomly by our researchers

5. What We Felt?
Experiences and Observations
during data collection

6. What We Learnt?
25%
Prefer Specialty Sweets
75% Do not Prefer

7. What We Learnt?
30
25
20
15
10
5 Available
0 At Par

8. What We Learnt?
100
90
80
70
60
50
40
30 Premium Prices
20
10 Health Conscious
0 Online Shop + COD

9. What We Learnt?
Premium Prices
16%
Want
Don't want
84%

10. What We Learnt?
Health Conscious
44%
56% Want
Don't want

11. What We Learnt?
Online Shop + COD
25%
Want
Don't want
75%

12. Whom We Approached to Study
Outlet Location and Pricing?
• With standardized depth interview
• People between 15 to 75 years
• from 4 major locations in Kolkata
• who are local residents
• 300 such people were approached
• randomly by our researchers

13. What We Felt?
Experiences and Observations
during data collection

14. What We Learnt?
65
64
63
VIP Road
62 C.R Avenue
61 Golpark
60 Esplanade
59
58
57
Positive Respondents

15. What We Learnt?
60
50
40
<1000
30 1000-5000
5000-10000
20 >10000
10
0
VIP Road C.R Avenue Golpark Esplanade

16. Whom We Approached to Devise Our
Inventory Management?
• Using a focus group (mini-group) discussion
• People with over 3 years experience
• from the e-commerce industry
• who are involved in inventory management
• 3 such people were approached
• through referrals

17. What We Learnt?
Observations of the Focus Group Discussion

18. Our Decision
• High demand for specialty sweets
• Business Model is feasible
• Location: VIP Road at Rs.5000/Sq.Ft.
• Pricing: per unit price between Rs.10-12
• Regular orders; served from outlet
• Bulk orders; delivered directly

19. Steps Moving Ahead
• Investment to be made by us Rs.13,50,000
• Angel Investors are investing Rs.54,00,000
• Rs.14,00,000 to be spent on Outlet
• Rs.1,00,000 to be spent on Online Shop & IS
• Rs.10,00,000 to be spent on Suppliers
• Rs.2,50,000 to be spent on Human Resources
• Rs.40,00,000 to be spent on IMC & Branding
• Looking for investors to expand nationally

20. Limitations
• Resources; the major limitation
• Time; limited research study
• Responses; too emotional
• Describing the product; difficult

21. Thank You