FIL is contemplating the launch of a new sugarcane juice and has entrusted IMI with the market research study. Exploratory research by IMI has shown positive results; IMI had finished the preparation and pretesting of the conclusive research questionnaire. They were ready to start the data collection process and were employing part time survey collectors for the purpose.
Preeti, the marketing manager, had selected the Ahmedabad urban market as the location for the test marketing based on FIL’s past experience and also the high consumption of sugarcane juice in the city. Naturally, IMI’s initial data collection was limited to Ahmedabad. The idea was to understand if there existed a market for sugarcane juice in Ahmedabad through the conclusive research. If yes, then launch the product in the test market. Further conclusive research would then be done nationwide and then the product would be launched nationally.