The document discusses research conducted in various areas for a confectionery product: - Product research found preferences for smaller serving sizes, modern packaging, and single-serve cups for certain items. - Pricing research determined a premium price point for high quality customized packages and selections. - Distribution research identified partnerships with packaging and retail companies to access over 3000 stores across Pakistan. - Promotion research suggested print media, outdoor advertising, and sponsoring concerts and plays while relying primarily on word-of-mouth.

1. PRODUCT RESEARCH
What product characteristics are important to your
customer experiences e.g. features, color, size etc.
What product innovations are likely to be well-
received by customers?
What brand name appeals to your customers?
What functionality do your customers want?
What styling, quality, safety and packaging do your
customers want?
Is after sales service, repairs, warranty and guarantees

2.  Wh a t p r i c i n g s t r a t e g y
s h o u l d y o u u s e (c a s h
d i s c o u n t s , c u s t o me r s e g me n t
p r i c i n g , s p e c i a l e v e n t
p r i c i n g e t c .)?
 Wh a t s h o u l d y o u r s u g g e s t e d
r e t a i l p r i c e b e ?
 S h o u l d y o u g i v e v o l u me
d i s c o u n t s o r o f f e r
wh o l e s a l e p r i c i n g ?

3.  Choosing a distribution channel. Should your product or
service be sold through a retailer? Should you offer the
product or service wholesale? Should you use multi-level
marketing or party-plan to sell your product?
 Deciding what kind of market coverage you need i.e. are you
going to be exclusive, selective or have a wide inclusive
distribution
 What channel partners to choose?
 Where and when should your product or service be
available?

4.  What promotion strategy to use
 Whether your key messages or copy resonates with your target
market
 Selecting the advertising media that will best reach your target
market and which best conveys your brand message
 Whether your advertising or promotions strategy has
increased your brand recognition

6. Product research:
Research findings:
 Not kept pace with the rest of the world.
 Preferred among 35-40 yrs.
 Young urbanites moved on to sophisticated confectionery
 Typical single serving was perceived to be too big.
Improvements:
 Single serving reduced to 15-20gms
 Modern and sleek packaging
 Firni and kheer packaged in modern and single served cups

7. Pricing research:
 High quality customized package
 Customized selection of special sweetmeats.
 300 percent premium over regular nirala prices
 Lahorites are known for their love of food and
willingness to pay a premium amount
 Special discounts on occasions.

8. Distribution research:
 N DESIGN is the packaging company working under
NIRALA
 More than 3000 retail stores across more than 50
cities in Pakistan.
 Timely and effective distribution of the products.

9. Promotion research:
 Print media and outdoor advertising.
 Music concerts and English plays are sponsored by
NIRALA
(Moulin rouge and the phantom of opera)
 Primarily used word of mouth