_____________________________________________1.0 Executive Summary
This research purposes to find out the problems in decreasing sales of Grameen Denone Shokti Doi. Following the social business concept, French based food and beverage company Denon started its operation by making an agreement with Grameen group which is named as Grameen Danon. Grameen Danon launched in 2006 and they officially launched their 1st package of product named Shokti doi as the main concern of Shokti doi is to provide nutrition to the poor children of Bangladesh which can able to fulfill their nutritional requirements. As they started their business they have faced lots of obstacles such as the lack of proper distribution, non-standardized management along with localization problem. Also, the distribution through women raised the fact of cultural barriers. The unplanned product and overstated pricing strategy also become a fact of their market loss. Various key factors like Product, Price, Promotion, Proper segmentation and target market are also play a big role in terms of generation revenue for n organization. Based on our research objectives and other related subjects of the research, we developed few hypotheses for it, which we have tested by our primary and secondary data that we have collected by survey. The data we have collected can be divided into two categories are Primary Data and Secondary Data. Primary data refers to the data collected from the survey that we have conducted among the samples of the target consumers who are assumed as representatives of the target population. Secondary data refers to the data that we have collected from various articles, magazines and websites. Our research is a combination of both Quantitative and Qualitative methods of obtaining data. We found that there is a break in between customer’s expectation and actual service. After that, we have used those data for testing our hypothesis. Primary data collection for our study was done by questionnaire survey. We have made the questionnaire by matching our hypothesis as well as our research objectives. This questionnaire’s were provided straightly to the respondents and we the recorded the collected data and tested it through SPSS. We have chosen respondents within the population who were representative of our target segments. We tried our best to make the report realistic and logical within some limitations even. We think that Shoktidoi have a huge opportunity to build a strong position among the countries if they can serve the customers according to their expectation.

_______________________________________________2.0 Grameen Danone
On 16 March 2006, the Grameen Group and Groupe Danone joined forces to create a new Bangladeshi-based company, Grameen Danone Foods Ltd. This unique initiative is intended to combine Groupe Danone’s expertise in the field of healthy foods with that of the Grameen Group, set up by the founder of the Grameen Bank, a specialist in micro-credit for the poor and economic development. Grameen Danone Foods Ltd. aims to offer healthy food to Bangladesh’s least well off, who often suffer from nutritional deficiencies, and to fight poverty by establishing a unique, “proximity-based” business model. One of the main objectives of Grameen Danone Foods Ltd. is to promote local business activity and to indirectly create jobs in the agricultural industry, or in sales and distribution. To ensure the initiative’s long-term success, the idea is to offer appropriate micro-financing solutions and professional training tailored to the people from local communities who will be taking part in the project.
Reflecting the key values held by both companies, Grameen Danone Foods Ltd. commits to protecting the local environment, and to promoting the use of renewable energy for its various activities. Similarly, pioneering techniques will be used to produce more environmentally-friendly packaging.
Grameen Danone Foods Ltd.’s primary objective is to launch a dairy product at a highly affordable price. The product will be specially developed to meet the specific nutritional needs of Bangladeshi children, guaranteeing them harmonious growth whilst providing them with all the benefits of milk and the micronutrients they lack.
A first plant, which will begin operating before the end of 2006, is under construction in Bogra (around 250 km north of Dhaka). Several hundred new jobs will be created in the region’s distribution and livestock farming sectors.
To maximize the project’s social impact, Grameen and Danone intend to reinvest the profits from Grameen Danone Foods Ltd. in a process to gradually deploy this unique model across the entire country.
Project objectives
Mission:
“Reducing poverty by a unique proximity business model that will provide daily healthy nutrition to the poor.”
Specific objectives:
The four main objectives of Grameen Danone Foods Ltd. are as follows:
1. To offer a product with high added nutritional value.
2. To create jobs.
3. To protect the environment.
4. To be economically viable.

Launch of Shoktidoi:
As a result, the joint venture produces a yoghurt named “Shoktidoi”; enriched with crucial nutrients at a price of 6 BDT (= 0.06 EUR) which even the poorest can afford.

Nutritional impact:
Grameen Danone wants to help the children of Bangladesh stay in good health and grow strong by offering them a healthy and nutritious food that they can consume every day.

“Shoktidoi”, produced by the Grameen Danone plant in Bogra, has been designed with this aim in mind. Its price has been set at 6 BDT per 80 g portion, around 6 Euro cents, so that even the poorest Bangladeshi families will be able to afford to buy it regularly.

Shoktidoi is yoghurt made with cow’s milk, date molasses and sugar. It is a natural source of calcium and protein, which are essential for healthy growth and bones. It also contains live fermenting cultures that help to reduce the severity and duration of bouts of diarrhea.

“Shoktidoi” is also enriched with micronutrients. A single 80 g pot will provide 30% of a child’s daily requirements of vitamin A, iron, zinc and iodine.

Locally available ingredients:
Where possible, Grameen Danone uses ingredients that are available locally, to: * Reduce raw materials costs (no import tariffs, simplified logistical chain),

* Minimize consumption of fossil fuels (less transport),

* Promote the development of local communities and combat the rural exodus.

Milk
Milk is the main ingredient in «Shoktidoi». The price Grameen Danone pays for it is therefore crucial in determining the sustainability of the company’s business model. Yet organizing the milk supply for the Grameen Danone plant represents a challenge in itself, since 90% of the Bangladeshi milk market operates on an informal basis. To avoid coming into competition with other milk purchasers, Grameen Danone has chosen to develop a series of micro-farms. Grameen Bank will therefore offer micro-credit to potential farmers. They will then purchase one or more cows and sell the milk they produce to Grameen Danone. In return the company will guarantee them a fixed price throughout the year, and will send its veterinary expert to help them improve yield and quality.

Bangladesh is a country which is heavily affected by bad weather. During the monsoon season, some normally arid regions become fertile, whilst elsewhere severe flooding prevents any farming activity. This has a major impact on milk production if cows are unable to graze in the fields. By opting to create several collection «pockets», Grameen Danone aims to ensure a constant supply, solving the problem of seasonal milk shortages, without ever having to refuse milk produced by the micro-farms developed. Grameen Danone’s milk network should be in place by early 2007.

An optimized production chain:
To reduce production costs and guarantee a sale price for “Shoktidoi” of 6 BDT, Grameen Danone has introduced an optimized production process for manufacturing the yoghurt.

First, the milk is received, cooled and sent to a storage tank to await use. When a production process begins, the milk is transferred to the mixing tank. There, the milk, sugar, date molasses and micronutrients are added. The resulting mixture is passed through a homogenizer and then through a sterilizer. Then, it is transferred to a fermentation tank, where the yoghurt is left to ferment for 9 hours. Finally, the finished product is placed in pots and stored in a refrigeration chamber. To minimize even further the investment needed to build a Grameen Danone plant like the one in Bogra, a single tank could be used for both pasteurization and fermentation.

Territorial presence:
The Bogra plant’s influence “Shoktidoi” will be produced at the very heart of the region where it is set to be marketed. The size of the Bogra plant will enable it to supply products to an area within a radius of 30 km. The environmental impact of transporting “Shoktidoi” will therefore be kept to a minimum (especially since rickshaw vans will be used to serve points of sale within 5 km of the plant). The cold chain will also be scrupulously maintained even without using refrigerated trucks (isothermal crates and ice packs will be used instead).

Most of the plant’s employees, the farmers involved with the project and the Grameen Ladies distributing the “Shoktidoi”, live in the Bogra district. By choosing to work with them, Grameen Danone is seeking to counter the rural exodus affecting Bangladeshi society.

Social marketing:
The marketing strategy developed for the Grameen Danone project is completely different from the traditional strategies used to market consumer goods. It is tailored to the local context, and emphasizes the importance of sending out a global nutritional message. Accordingly: * Informative posters are to be displayed inside the meeting centres used by Grameen Bank borrowers groups (every week, around 160,000 women meet at these centres, offering a fantastic window for reaching out to potential consumers),

* The Grameen Ladies distributing «Shoktidoi» will carry a visual aid explaining the product’s health benefits,

* Educational games will be handed out at schools in the Bogra area. This will provide a fun way for children to learn that a balanced diet goes hand in hand with physical and intellectual development.

GAIN (Global Alliance for Improved Nutrition) is making an active (technical and financial) contribution to drafting Grameen Danone’s nutritional message. Under its authority, an efficacy study is set to be launched in early 2007, to test the benefits of regularly consuming “Shoktidoi” for a group of children in Bogra.

Environmental impact:
Packaging:
To reduce the environmental impact generated by its activities, Grameen Danone has decided to manufacture the pots in which “Shoktidoi” is sold using a recyclable material. The pots will be made using PLA (Poly Lactic Acid) which is created from corn starch, and is therefore 100% biodegradable at certain temperatures and humidity levels. To degrade the residues from the PLA used in the plant, a bio-digester has been installed at the Grameen Danone plant in
Bogra. It will produce biogas (mixture of CO2 and methane), which will then be recovered and used for various heating and lighting purposes.

Re-using:
In addition to door-to-door sales, portions of «Shoktidoi» will be sold at stalls in the Bogra area (6 BDT for 90 g). They will be distributed directly via a dispenser, meaning consumers will take their own containers with them when they go to do their shopping. The manager of the shop will place the desired quantity of yoghurt in the container. The dispensers will of course be re-used. After being recovered from the stalls, they will be taken back to the plant for cleaning and re-filling.

Profitability:
Grameen Danone is a company keen to respect the lines of conduct set down by the mission, concerning the creation of a «social business enterprise. This does not mean that Grameen Danone must be a loss-making company, but rather that the profits it makes will be reinvested to develop new businesses.

Investment
The total investment needed to build the Grameen Danone plant in Bogra has been low (a prerequisite for ensuring the sustainability of the “Shoktidoi” production business model). It is substantially less than that needed to build a standard Danone plant. All the engineering work for the project has been carried out by Grameen Danone. The costs of the technical drawings and designs were kept to a minimum.

Simplicity
The Grameen Danone plant in Bogra is relatively small (surface area of 500 m²). However, it has been designed in accordance with Danone specifications. The product and staff flows within the building are identical to those found elsewhere. The quality standards imposed by Danone have been followed. Every possible measure has been taken to ensure that “Shoktidoi” meets the requirements of Danone’s quality charter. The production process chosen for “Shoktidoi”at the Grameen Danone plant in Bogra has been optimized. It includes very little use of machinery, and where possible only simple equipment is used, easy to maintain and able to be operated by relatively unskilled workers. Most of the equipment has been purchased locally (boiler, air compressor, refrigeration equipment, gas generator, effluent treatment station, etc.) and therefore at least cost. It does, however, fully comply with the technical specifications laid down by Groupe Danone. The tanks and machines used to manufacture and package «Shoktidoi» have been imported from China.
Already used by Groupe Danone in other parts of Asia, they are reliable and priced within the budget set aside for creating the Grameen Danone plant in Bogra.

Management:
By choosing not to place the plant in the hands of expatriate managers, Grameen Danone has confirmed its desire to minimize operating costs. The staff employed by Grameen Danone in Bogra will therefore be exclusively Bangladeshi and, where possible, recruited from the area around the plant.

The creation of the Grameen Danone factory at Bogra marks the completion of the first stage of the project. If this project is a success, it could be the start of a new “community business model” based on an integrated approach on health, environment and socio-economical impact. To appraise the durability of this model, Grameen Danone will put performance indicators in place, on several criteria which are; * The impact on the level of poverty

* The impact on the health of children (to be established with Gain)

* The capacity to generate enough profit to allow us to invest in new factories The Failure:
But even as Grameen Danone’s sales and marketing efforts were achieving success, events in the larger world were beginning to have a serious impact on the company.
In Bangladesh, the problem was exacerbated by two consecutive years of worse-thwart-normal flooding during the monsoon season. This yearly inundation is normally a benign event, leading to the extraordinary fertility of our farmlands. But when nature produces a more extreme version of the seasonal rainfalls, farms and villages are swept away, causing terrible hardship homelessness and many deaths. It’s a problem that made the situation much worse by the growing impact of global warming and the rising ocean level it is producing.
For Grameen Danone, all these trends combined to create a serious challenge to its business models. Along with the price of rice and meat; the price of milk - the most important ingredient in yogurt – doubled. The higher cost of raw materials completely ate up the small profit margin Grameen Danone had established when pricing its product. In fact, by the time sales reached their then-peak level in March 2008, Grameen Danone was actually losing the money on every cup of yogurt it sold. Obviously it was not a sustainable way of doing business.

Therefore, the Grameen Danone board decided to raise its products. The board was determined to run Grameen Danone on a sustainable basis. Paying a salary that was not justified by the sales the women produced would transform the company into a form of charity. The board didn’t want to abandon the social business model at this, its first moment of crisis. So, Grameen Danone went ahead with the price increase. And the results were devastating.
It was clear that the sudden, sharp increase in price from 6 to 8 taka had been too much of a shock for the rural market. Grameen Danone realized it had to develop a more affordable version of the product. It also realized that it was important to continue to grow the city market, using refrigerated food shops. This required a more significant change in the business plan. Specifically, it called for the creation of a distribution centre with a refrigerated warehouse and the outfitting of a refrigerated truck to carry supplies from the Bogra factory to Dhaka.
Grameen Danone has also begun to diversify its product offerings to appeal to even more customers (adults as we all children), boost its sales volume, and increase the utilization of its Bogra factory.

_____________________________________3.0 STATEMENT OF THE PROBLEM

Here, the problem is that the sale of Shokti doi of Grameen Danone is decreasing.
Objective of marketing research project is how they can increase the sales of this company?
The specific components to be considered are:- * Proper segmentation of the market and selecting the appropriate target market. * Appropriate Promotional strategy. * Change in product and pricing policies.

_____________________________4.0 LIMITATIONS OF THE RESEARCH

Though we have put up our best effort to make this research a good one, this paper has some limitations too. We have faced some constraints and obstacles while conducting the study.
Firstly, we had limited access to the related literatures due to restricted access of journals in JSTOR Internet Library and other journal sites. As a result, we could find limited resources to deal with.

Secondly, we could not find any developed questionnaire. Therefore, the researcher had to develop a questionnaire which reliability and validity is not tested.

Thirdly, the samples we have dealt with are very limited and they are not surely representative of the whole population of the target customer base.

Last but not the least, the measures included in this research was based upon the perceptions of the participating respondents. Therefore, the potential for data inaccuracies due to item misinterpretation or predisposition to certain responses on the part of the participant does exist.

_______________________________________________5.0 HYPOTHESIS

Ho: The segmentation process is needed to be revised.
H1: The segmentation process is not needed to be revised.

Ho: It should set different pricing strategies considering the target market.
H1: It should continue the same pricing strategy for its existing target market

Ho: It should not introduce 500g package in cities to increase sales
H1: It should introduce 500g package

Ho: Price for 500g package should not be equal to TK.75 according to original price.
H1: It should be equal to TK.75.

Ho: Women and older people are needed to consider while selling the yogurts.
H1: Women and older people are not needed to consider while selling the yogurts.

Ho: Children are more focused on the taste rather than the nutrients they are getting from Shokti Doi.
H1: Children are less focused on the taste rather than the nutrients they are getting from Shokti Doi.

Ho: They should not come up with both Pull and Push selling strategy
H1: Their selling strategy is good with mostly push selling

Ho: Their promotional strategy needs to contain the culture of Bangladesh along with the encouragement of being nutritious.
H1: Their promotional strategy does not need to contain the culture of Bangladesh, neither the encouragement of being nutritious.

_______________________________6.0 RESEARCH METHODOLOGY

While working on this research we have employed various techniques and methods to acquire relevant data. The methodology employed in this study includes: the procedure for data collection, the study sample, the procedure and techniques used in the data analysis and the study limitations.

The data we have collected can be divided into two categories based on the data collection techniques, study sample and source of information. Those two categories are Primary Data and Secondary Data.

Primary data refers to the data collected from the survey that we have conducted among the samples of the target consumers who are assumed as representatives of the target population.
___________________________________________7.0 RESEARCH DESIGN
Our research is a mixed type of research as we have employed both Quantitative and Qualitative techniques of acquiring data. We went through our Problem Discovery and Problem Definition part. After that, we have used the data acquiring techniques to collect data relevant to the research, which would eventually lead us to the consumer insight and the validation test of our hypotheses.

After defining the problem or existing gap in the market, we went to the research design part. Here we decided who will be our respondents and how will we select them. We made sure that our respondents represent the greater population, which we are trying to indicate. Then we have conducted a survey and used SPSS software to test our hypothesis and figure out hidden facts about consumer insight.

We developed a questionnaire for conducting survey and pre tested it on a smaller group. After correcting the questionnaire, we conducted survey with the final questionnaire. Finally, after conducting survey we used the statistical software (SPSS) to analyze the gathered data and find the hidden patterns and information. We interpreted these data and made some recommendation on these findings.
Quantitative Research
Our quantitative research employs a survey, which we have conducted within a sample size of 27 respondents whom we assume to be representatives of the target population. At first, we have developed a questionnaire for conducting survey and pre tested it on a smaller gr oup. After correcting the questionnaire, we conducted survey with the final questionnaire. Finally, after conducting survey we used the statistical software (SPSS) to analyze the gathered data and find the hidden patterns and information. We interpreted these data and made some recommendation on these findings.
________________________________8.0 DATA COLLECTION METHOD

Primary data collection for our research was done through questionnaire survey. This questionnaire’s were provided directly to the respondents and we the surveyors recorded the collected data. These were collected via convenience sampling method. We have chosen respondents within the target population who were representative of different segments. No supervisory and validation method was used. Re-contacting was not possible, as the respondents preferred anonymity.

The data required for conducting this study were collected using self-administered questionnaires, specially designed to achieve the study goals. A total of 15 questions covering key attributes of the customers’ perception about Shoktidoi were prepared after reviewing the relevant study. The questionnaire includes multiple-choice question and scale such as Interval Scale, Semantic Differential Scale and Likert Scale were used to rate the importance of different attribute and understand consumer preference and insight regarding the decision making process of the evaluation of Shoktidoi. All the questions were closed-ended question to encourage easy response from the customers and to allow the researcher to use statistical tests in evaluating the findings of the study.

8.1 Measurement Scales
Out of 15 questions we used 15 fixed alternative questions and no open ended question. Measurement of several independent variables was done by Semantic Differential Scale and Likert Scale. Some category scale questions were included too. In most other cases, we used nominal, ordinal and interval scales. We also used some questions which are similar in nature to find out the consistency of the respondents while answering.

8.2 Design of Recording Forms
We have designed our questionnaire into three parts: in initial stage, we asked screening and rapport questions. The questions which are of a little complex nature are placed in second last stage. Then we have included demographic at first and at the end as well. We tried to be simple, straightforward and concise and made sure that the questions were easily understandable. As our respondents are from different segments, we had tried to make the questions as flexible as possible. This will help us to minimize the error while gathering data. We used mostly structured questions to make our questionnaire and there s no unstructured question. We have used some determinant choice questions and the Semantic Differential and Likert rating scale.

8.3 Respondent Instruction
There was a questionnaire introduction that clearly mentioned the purpose of the research. We asked the respondents to tick any answer they preferred. The respondents were asked politely by the interviewer to fill out the questionnaire to help us in our project. Our questionnaire was two pages long with a mixture of different types of questions and there were 15 fixed alternative questions.

8.4 Question Wording
The sentences used in the questionnaire were kept very simple and in conversational language. Careful attention was given so that even a single loaded or leading question does not occur. The questions were very specific and clear. We tried to keep the question very simple, easy to understand words to feel our respondents comfortable.
8.5 Layout
Good layout and physical attractiveness are crucial issues of any questionnaire. To apply a good layout of the questionnaire, we also tried to design the questionnaire such a way so that the layout does not seem too formal or rigid to the customers. All the questions were arranged such a way that each question and its corresponding answers began and ended in the same page. All the questions were worded very precisely as well in order to prevent the target respondent from becoming confused.

_________________________________________9.0 SAMPLING METHOD

9.1 Study Area
As stated before, we are concentrating more on the evaluation of Shoktidoi inside and outside of Dhaka. That is why our sampling frame has been drawn from various privileged areas within and out Dhaka, such as Dhanmondi, Banani and Keraniganj.

9.2 Handling of Refusals
In some cases, many of the respondents were reluctant to fill the entire questionnaire and left the task half done. In addition, almost all the respondents were unwilling to answer the open-ended questions. In all these cases, we had to convince them to fill the entire thing up. We had to provide them with incentives like “Smile” and “A cup of tea” to get the job done.

9.3 Replacement of Refusals
In extreme cases, where the respondents did not want to listen to any of our request, we had to reject that particular questionnaire and find a new respondent to fill a new set of questionnaire.

9.4 Sample Size
Sample size for our survey was 25. We have carefully selected the respondents from all the market segments of our target population. We wanted a confidence level of 95%. The confidence interval estimate in our case was taken to be 5%.

_______________________________________________10.0 CODING DATA

As we know that we needed to put all the data in SPSS to formulate and analyze, that is why we coded data into numerical forms and choose the options to be in terms of numerical number. The variables were kept as they were; such as, Income Group, Age, Gender, etc. Numeric format were used to code the data. Coding of all the data is provided in Appendix.

________________________________________________11.0 DATA ENTRY

We have entered the data collected from the survey to the SPSS software after the coding was done. At the beginning, we used frequency tables to tabulate the summary of all the responses for each question. This tabulated information was then represented graphically with the help of pie charts. This was done so that anyone can have an idea about the outcome of each question instantly by having a look at the frequency table and the graphs. Pie charts were used as it displays information in a more easily understandable manner than normal bar charts. It shows the percentages for different groups of choices, which makes it easier to understand consumer preference. Not only that, it makes it easier to interpret the results as well.

Figure: Data View in SPSS

_____________________________________12.0 DATA SUMMERIZATION

Data summarization refers to the presentation of the data we have collected in such a form that will be easily understood by the reader. In our project, we have also tried to use various data summarization techniques in order for our ease to make the report, as well as for the reader’ ease to read and understand our survey’s findings.

The techniques we used to summarize our data are described below.

* Frequency distribution tables: were used to record the number of times a certain variable has repeated itself. It is visual-friendly and a very common technique to use. It is defined as a set of intervals, usually of adjacent and of equal width, into which the range of a statistical distribution is divided, each associated with a frequency indicating the number of measurements in that interval.

* Percentages: has been used to indicate how much a certain factor is composed of out of our total respondents. It is used to show the proportion in relation to the whole.

* Pie charts: have been used to give a good visual representation of our data. It gives a graphical representation of data collected at a glance

* Cross tabulations: has been done to compare our data that we collected. It displays the joint distribution of two or more variables simultaneously. It can provide greater insight than just frequency tables

* Chi Square Test: allows us to test the significance in the analysis of frequency distribution. Thus categorical data on variables or dichotomous may be statistically analyzed. Calculation of the Chi Square statistics allowed us to determine whether the difference between the observed frequency distributions and the expected distribution could be attributed to sampling variations.

______________________________________13.0 RESPONSE INCENTIVES

Tangible Response Incentives
We did not provide any tangible or monetary incentives to our respondents because that would be unethical and the respondents may get wrong impression about our research. Moreover, as we are university students, we have numerous limitations to offer anything from our pocket to our respondents.

Intangible Response Incentives
Though there were not any tangible incentives for the respondent, we did provide some intangible incentives. They are as follows:

* We made the questionnaire simple, straightforward, precise and easily understandable so that it does not confuse respondents.

* We said that we are students of North South University and showed them our Ids to make them feel comfortable and safe.

* Respondents did not need to give any identification and so they felt free to answer all the questions.

* We asked the respondents gently and politely to fill up the questionnaire. When they filled it up, we thanked them so that they felt good and feel that they were able to help us.

Cost Estimate
There was no actual cost of conducting the survey except the money needed to print the questionnaires and transportation cost that was needed to go to all the places to collect the data.

Gains from Providing Incentives
Majority of the respondents answered all the questions in the questionnaire. Therefore, our response rate was quite high. They answered the questionnaires quickly and accurately which saved out time and increased reliability of the responses.

___________________________________14.0 DATA ANALYSIS METHOD

Analysis calls for the formal presentation or putting the data we collected into an actionable form. Each data we collected needs to be analyzed correctly, or it can lead us to misleading answers and thus to a misleading hypothesis. Careful consideration should be given when involving in the process of analyzing. Analysis methods could include association tests, statistical tests, multivariate measures and descriptive statistics.

Two types of analysis were conducted in this study: profile analysis and statistical analysis. Profile analysis can be viewed as a means of classifying a particular set of subjects according to a particular number of relevant attributes. This method is widely used in social science research especially those studies that involve the investigation of behavioral issues. This method of analysis has been used in many studies as a first step before conducting any statistical analysis. The profile analysis employed in this study was conducted via the use of percentages, mean scores, and ranks. For statistical data analysis one-way frequency distribution was used.

All our primary data have been collected through either questionnaire or focus group discussion. After collection period, we put all the responses in the SPSS database, in addition, we coded each and every response according to the SPSS code format. After running the data inputs in the SPSS, we took SPSS’s help to further analysis our information. With the help of the data sheets we analyzed them using various methods like frequency, percentage count and cross tabulation.

_____________________________________________15.0 SURVEY PRETEST

Pretesting refers to the testing on a small sample before actually testing a larger sample. After only analyzing the results and reactions gathered through pretest, one can gather the courage to conduct survey on a larger sample. Pretesting is generally agreed to be an indispensable stage in survey questionnaire development. Conducting a pretest can save a company from spending thousands of dollars. First, we got approval of our questionnaire design type by our instructor. Then we conducted a pretest of questionnaire on 8-10 people. This helped us to understand the likely responses we are to gather in the future. Another term for Pretesting can be ‘trial method’, in which we gather the responses before launching the actual survey questionnaire and we test the likely reactions of the respondents.

After conducting the pre-test, we came to know that there was some editing to be done in our questionnaire. Some questions were not viewed as clear to the respondents as we expected, so we had to redesign some questions for the respondents ease of filling it up. We changed few words and replaced them with more easy and clear words. We have revised our instructions, so that it was clear to the respondents what we expected from them, as a result, it was also easier for them to fill up the final questionnaire

_________________________________16.0 ETHICAL CONSIDERATIONS
Our ethical motive was to motivate our respondents to answer our questions and side by side protect their individual identity. They were to be kept anonymous about their identity, and we promised not to disclose any of their personal information. We assured them that the information collected will only be used for academic purpose and nothing else.
Though we asked them their age group and gender for our research purpose, we did not ask them for their names, as a result, their identity was kept hidden. We have protected our 27 respondents of survey questionnaires.
Before conducting the survey, we provided them our (interviewers) identity as well as, the purpose of our research. Once they understood that our research could not harm them in any way, they were ready and willing to cooperate with us. We made it clear to them. Therefore, we used the tactic of informed consent for our respondents.

__________________________________17.0 SURVEY RESULT ANALYSIS

SURVEY RESULT ANALYSIS

Primary Statistical Analysis Gender of Respondents

Statistics | Gender | N | Valid | 27 | | Missing | 0 |

Gender | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | male | 9 | 33.3 | 33.3 | 33.3 | | female | 18 | 66.7 | 66.7 | 100.0 | | Total | 27 | 100.0 | 100.0 | |

Data Analysis Among our field population 100% are valid and 0% is missing. Within valid population 33.3% are male and 66.7% of our respondents are female. Interpretation From our research we found that majority proportion of respondents is female. Age Group of Respondents:

Statistics | age | N | Valid | 27 | | Missing | 0 |

Age | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | below 18 | 6 | 22.2 | 22.2 | 22.2 | | 18 | 18 | 66.7 | 66.7 | 88.9 | | 18-23 | 3 | 11.1 | 11.1 | 100.0 | | Total | 27 | 100.0 | 100.0 | |

Data analysis From the respondents 22.22.% placing below 18, 11.1% were placing from 18-23, 11.1% . Interpretation We attempted to accomplish the study on sample respondents who were aware of fashionable Shoktidoi. Most of our respondents were below 18.

Question 1: Do you know shotidoi?

Statistics | | | attitudetoward_sokti_doi | Gender | N | Valid | 27 | 27 | | Missing | 0 | 0 |

attitudetoward_sokti_doi | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | No | 4 | 14.8 | 14.8 | 14.8 | | Yes | 23 | 85.2 | 85.2 | 100.0 | | Total | 27 | 100.0 | 100.0 | |

Gender | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | male | 9 | 33.3 | 33.3 | 33.3 | | female | 18 | 66.7 | 66.7 | 100.0 | | Total | 27 | 100.0 | 100.0 | |

Data analysis From the respondents 14.8% have a negative attitude towards shoktidoi where as 85.2% had a positive attitude.

Interpretation
We attempted to accomplish the study on the impression of shoktidoi where a majority of the our target segment accepted that, shoktidoi still has a positive attitude towards them as it is a energy providing product and it is 85.2% and on the other hand, 14.8% respondents think that, the impression Shoktidoi has; towards the customer is negative.

Question 2: Do you think Shokti Doi is good for health?

Statistics | Shoktidoi is good for health | N | Valid | 27 | | Missing | 0 |

Shoktidoi_is_good_for_health | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | No | 11 | 40.7 | 40.7 | 40.7 | | Yes | 16 | 59.3 | 59.3 | 100.0 | | Total | 27 | 100.0 | 100.0 | |

Data analysis From the respondents 59.3% were answered that Shoktidoi is good for health and 40.7% were not.

Interpretation
We attempted to accomplish the study on sample of minimum 59% who agreed that Shoktidoi is good for health. To accomplish this huge segment of probable concern people who are health conscious Shoktidoi would focus more on promoting itself as an ingredient of a healthy issue.

Question 3: Do you think Shokti Doi is appropriate for all aged group?

Statistics | | | gender | approprite_for_age_group | N | Valid | 27 | 26 | | Missing | 0 | 1 | Mean | .67 | 1.73 | Percentiles | 95 | 1.00 | 4.30 |

Frequency Table

Gender | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | male | 9 | 33.3 | 33.3 | 33.3 | | female | 18 | 66.7 | 66.7 | 100.0 | | Total | 27 | 100.0 | 100.0 | |

approprite_for_age_group | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | below 18 | 15 | 55.6 | 57.7 | 57.7 | | 18-23 | 5 | 18.5 | 19.2 | 76.9 | | 24-29 | 5 | 18.5 | 19.2 | 96.2 | | 36 and above | 1 | 3.7 | 3.8 | 100.0 | | Total | 26 | 96.3 | 100.0 | | Missing | System | 1 | 3.7 | | | Total | 27 | 100.0 | | |

The general view seems to favor the below 18 group as the more appropriate age group for consuming Shokti Doi. So, it proves that, its segmentation should be reviewed.

Ho: The segmentation process is needed to be revised. (Accepted)

Question 4: What drinks or appetizer would you like most? (Rate these products from 1-4)

Statistics | | | Soft_Drinks | Energy_Drinks | sweets | Soktidoi | N | Valid | 20 | 19 | 20 | 23 | | Missing | 7 | 8 | 7 | 4 |

Soft_Drinks | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | first preferrence | 8 | 29.6 | 40.0 | 40.0 | | third preferrence | 4 | 14.8 | 20.0 | 60.0 | | fourth preferrence | 8 | 29.6 | 40.0 | 100.0 | | Total | 20 | 74.1 | 100.0 | | Missing | System | 7 | 25.9 | | | Total | 27 | 100.0 | | |

Energy_Drinks | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | first preferrence | 5 | 18.5 | 26.3 | 26.3 | | second preferrence | 5 | 18.5 | 26.3 | 52.6 | | third preferrence | 4 | 14.8 | 21.1 | 73.7 | | fourth preferrence | 5 | 18.5 | 26.3 | 100.0 | | Total | 19 | 70.4 | 100.0 | | Missing | System | 8 | 29.6 | | | Total | 27 | 100.0 | | |

Sweets | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | first preferrence | 8 | 29.6 | 40.0 | 40.0 | | second preferrence | 10 | 37.0 | 50.0 | 90.0 | | third preferrence | 1 | 3.7 | 5.0 | 95.0 | | fourth preferrence | 1 | 3.7 | 5.0 | 100.0 | | Total | 20 | 74.1 | 100.0 | | Missing | System | 7 | 25.9 | | | Total | 27 | 100.0 | | |

Soktidoi | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | first preferrence | 6 | 22.2 | 26.1 | 26.1 | | second preferrence | 8 | 29.6 | 34.8 | 60.9 | | third preferrence | 6 | 22.2 | 26.1 | 87.0 | | fourth preferrence | 3 | 11.1 | 13.0 | 100.0 | | Total | 23 | 85.2 | 100.0 | | Missing | System | 4 | 14.8 | | | Total | 27 | 100.0 | | |

It seems that considering the fact of shoktidoi 22.2% of the sample size prefers to have shokti doi as appetizer while29.6% would like to have sweets & soft drinks and a few as in 18.5% would like to prefer any sort of energy drink.

Therefore, it indicates that, shoktidoi needs to revise its segmentation process.

So, Ho: The segmentation process is needed to be revised. (Accepted)

Question 5: If Shokti Doi comes with new 500g package in cities, do you think it will increase sale of the company? Statistics | New packaging for Urban areas | N | Valid | 27 | | Missing | 0 |

New packaging for Urban areas | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | mini packet | 6 | 22.2 | 22.2 | 22.2 | | Same packet | 4 | 14.8 | 14.8 | 37.0 | | keep the same product and introduce 500gm-1kg packets | 7 | 25.9 | 25.9 | 63.0 | | keep the same product and introduce not more then 1kg packet | 9 | 33.3 | 33.3 | 96.3 | | keep the same product and introduce more then 1 kg packets | 1 | 3.7 | 3.7 | 100.0 | | Total | 27 | 100.0 | 100.0 | |

Here we can see that, 22% agrees that

Question 6: If Shokti Doi introduce 500g package, what price they should charge?

Statistics | new price for new packet | N | Valid | 27 | | Missing | 0 |

new price for new packet | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | below 75 | 14 | 51.9 | 51.9 | 51.9 | | 75 | 6 | 22.2 | 22.2 | 74.1 | | 80 | 4 | 14.8 | 14.8 | 88.9 | | 85 | 1 | 3.7 | 3.7 | 92.6 | | 6 | 2 | 7.4 | 7.4 | 100.0 | | Total | 27 | 100.0 | 100.0 | |

59.3% people think change in package will increase the sale of Shokti Doi. But, 33.3% think 1k.g package of Shokit Doi should be introduce instant of 500 g. In the other hand highest number of people think they should price tk.75 for 500.g. Shokti Doi.
So it prove that,
Ho: It should set different pricing strategies considering the target market. (Accepted)
Ho: It should not introduce 500g package in cities to increase sales. (Accepted)
Ho: Price for 500g package should not be equal to TK.75 according to original price. (Rejected)
H1: It should be equal to TK.75. (Accepted)

Question 8: “Children are more focused on the taste rather than the nutrients they are getting from Shokti Doi” what do you think?

Statistics | | | gender | children choose taste over nutrients | N | Valid | 27 | 26 | | Missing | 0 | 1 | Mean | .67 | .81 | | | | Percentiles | 95 | 1.00 | 1.00 |

The children chose taste over the nutrients value more. It may be concluded that due to the influence of other tasty food products such is their general opinion.

Frequency Table

Gender | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | male | 9 | 33.3 | 33.3 | 33.3 | | female | 18 | 66.7 | 66.7 | 100.0 | | Total | 27 | 100.0 | 100.0 | |

children choose taste over nutrients | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | no | 5 | 18.5 | 19.2 | 19.2 | | yes | 21 | 77.8 | 80.8 | 100.0 | | Total | 26 | 96.3 | 100.0 | | Missing | System | 1 | 3.7 | | | Total | 27 | 100.0 | | |

It shows 77.8% of the sample size agreed that, children are more concern about the taste of a product rather than the nutritious they are getting from it.

Therefore, Ho: Children are more focused on the taste rather than the nutrients they are getting from Shokti Doi. (Accepted)

Question 9: If Sokti Doi comes with various flavor (Strawberry, Vanilla etc.) do you think the sells will increase? Statistics | various flavor will increase sell | N | Valid | 27 | | Missing | 0 |

various flavor will increase sell | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | no | 6 | 22.2 | 22.2 | 22.2 | | yes | 21 | 77.8 | 77.8 | 100.0 | | Total | 27 | 100.0 | 100.0 | |

Then again, it shows 77.8% of the sample size agreed that, various flavor would boost up the sale of shoktidoi without any doubt.

Therefore, Ho: Children are more focused on the taste rather than the nutrients they are getting from Shokti Doi. (Accepted)

…………………………………………

Question 10: Do you think Shokti Doi attract the buyer through its colors

Statistics | Shokti Doi's color attracting buyers | N | Valid | 27 | | Missing | 0 |

Shokti Doi's color attracting buyers | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | No | 10 | 37.0 | 37.0 | 37.0 | | Yes | 17 | 63.0 | 63.0 | 100.0 | | Total | 27 | 100.0 | 100.0 | |

The results show that the colors do attract majority of the buyers.
We can see 77.8% people think children are more focused on the taste rather than the nutrients they are getting from Shokti Doi. 77.8% people think if they add flavor to Shokti Doi it will increase the sale of product and 63.0% people attract buyer to buy shokti Doi.
So,
Ho: Children are more focused on the taste rather than the nutrients they are getting from Shokti Doi. (Accepted)

Question 11: Do you think the recent promotional strategy of Shokti Doi can grab the attention of the potential customers?

Statistics | recent promotion is attacting the customers | N | Valid | 27 | | Missing | 0 |

recent promotion is attracting the customers | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | No | 12 | 44.4 | 44.4 | 44.4 | | Yes | 15 | 55.6 | 55.6 | 100.0 | | Total | 27 | 100.0 | 100.0 | | | | | | | |

Recent promotions seem to have created more attraction from the customer’s point of view, although the result is favorable just by a small percentage. 55.6% people think recent promotion will attract more customer.

Therefore,
Ho: Their promotional strategy needs to contain the culture of Bangladesh along with the encouragement of being nutritious. (Accepted)

Q.12) What do you think buyers will prefer more while buying a yogurt?

Statistics | | | gender | buyers preference | N | Valid | 27 | 27 | | Missing | 0 | 0 | Mean | .67 | 1.19 | Percentiles | 95 | 1.00 | 2.00 |

Frequency Table

buyers preference | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | Sokti doi | 22 | 81.5 | 81.5 | 81.5 | | any Unknown brand | 5 | 18.5 | 18.5 | 100.0 | | Total | 27 | 100.0 | 100.0 | |

From the data analysis, it is found that 33.3% are keen to buy shoktidoi where as 66.7% are interested to buy something else..
Therefore,
H1: Their selling strategy is good with mostly push selling, (Accepted)

Q.13) Do you think which strategy of Shokti Doi push its customer to buy the product? (You can tick more than one.)

Statistics | | | gender | Price_strategy | Promotion_strategy | Availability | Packaging | Product_Value | N | Valid | 27 | 27 | 27 | 27 | 27 | 27 | | Missing | 0 | 0 | 0 | 0 | 0 | 0 | Mean | .67 | .30 | .52 | .52 | .19 | .11 | Percentiles | 95 | 1.00 | 1.00 | 1.00 | 1.00 | 1.00 | 1.00 |

Frequency Table

Gender | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | male | 9 | 33.3 | 33.3 | 33.3 | | female | 18 | 66.7 | 66.7 | 100.0 | | Total | 27 | 100.0 | 100.0 | |

Price_strategy | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | No | 19 | 70.4 | 70.4 | 70.4 | | Yes | 8 | 29.6 | 29.6 | 100.0 | | Total | 27 | 100.0 | 100.0 | |

Promotion_strategy | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | No | 13 | 48.1 | 48.1 | 48.1 | | Yes | 14 | 51.9 | 51.9 | 100.0 | | Total | 27 | 100.0 | 100.0 | |

Availability | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | No | 13 | 48.1 | 48.1 | 48.1 | | Yes | 14 | 51.9 | 51.9 | 100.0 | | Total | 27 | 100.0 | 100.0 | |

Packaging | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | No | 22 | 81.5 | 81.5 | 81.5 | | Yes | 5 | 18.5 | 18.5 | 100.0 | | Total | 27 | 100.0 | 100.0 | |

Product_Value | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | No | 24 | 88.9 | 88.9 | 88.9 | | Yes | 3 | 11.1 | 11.1 | 100.0 | | Total | 27 | 100.0 | 100.0 | |

From the data analysis, it is found that 88.9% of the sample size is more concerned about the product while buying anything regardless of price and other things, as 70.4% are more concerned about the pricing policy.
Therefore, Ho: It should set different pricing strategies considering the target market. (Rejected)

Q.14) Do you think Shokti Doi would boost up its sales; if they will focus on:

Statistics | | | age | To increase sales they should focus on | N | Valid | 27 | 27 | | Missing | 0 | 0 | Mean | 1.89 | 2.78 | Percentiles | 95 | 3.00 | 4.00 |

Frequency Table

Age | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | below 18 | 6 | 22.2 | 22.2 | 22.2 | | 18 | 18 | 66.7 | 66.7 | 88.9 | | 18-23 | 3 | 11.1 | 11.1 | 100.0 | | Total | 27 | 100.0 | 100.0 | |

To increase sales they should focus on | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | our culture | 2 | 7.4 | 7.4 | 7.4 | | price | 9 | 33.3 | 33.3 | 40.7 | | product benefits | 9 | 33.3 | 33.3 | 74.1 | | emotional appeal | 7 | 25.9 | 25.9 | 100.0 | | Total | 27 | 100.0 | 100.0 | |

The packaging seems to be the leading preferred factor in influencing the customers. Also the product availability and price have proven to be influential factors. On the other hand, the cultural factor would less influence the fact of selling shokti doi as it is agreed by only 7.4% of the sample size.
Therefore, H1: Their promotional strategy does not need to contain the culture of Bangladesh, neither the encouragement of being nutritious.

Q.15) What should be the packaging of Sokti Doi if they want to enter in Urban areas?

Statistics | | | gender | New packaging for Urban areas | N | Valid | 27 | 27 | | Missing | 0 | 0 | Mean | .67 | 2.81 | Percentiles | 95 | 1.00 | 4.60 |

Frequency Table Gender | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | male | 9 | 33.3 | 33.3 | 33.3 | | female | 18 | 66.7 | 66.7 | 100.0 | | Total | 27 | 100.0 | 100.0 | |

New packaging for Urban areas | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | mini packet | 6 | 22.2 | 22.2 | 22.2 | | Same packet | 4 | 14.8 | 14.8 | 37.0 | | keep the same product and introduce 500gm-1kg packets | 7 | 25.9 | 25.9 | 63.0 | | keep the same product and introduce not more then 1kg packet | 9 | 33.3 | 33.3 | 96.3 | | keep the same product and introduce more then 1 kg packets | 1 | 3.7 | 3.7 | 100.0 | | Total | 27 | 100.0 | 100.0 | |

The fourth option of keeping the same product and containers not more than 1 kg are preferred. This is good news for Shokti Doi since new packaging won’t be needed and thus costs can be saved as the percentage is 33.3
Therefore, H1: Their promotional strategy does not need to contain the culture of Bangladesh, neither the encouragement of being nutritious.

Regression

Model Summary | Model | R | R Square | Adjusted R Square | Std. Error of the Estimate | 1 | .101a | .010 | -.029 | .942 | a. Predictors: (Constant), gender |

ANOVAb | Model | Sum of Squares | df | Mean Square | F | Sig. | 1 | Regression | .230 | 1 | .230 | .259 | .616a | | Residual | 22.205 | 25 | .888 | | | | Total | 22.435 | 26 | | | | a. Predictors: (Constant), gender | b. Dependent Variable: Soktidoi |

Coefficientsa | Model | Unstandardized Coefficients | Standardized Coefficients | t | Sig. | | B | Std. Error | Beta | | | 1 | (Constant) | 2.391 | .314 | | 7.612 | .000 | | gender | -.196 | .385 | -.101 | -.509 | .616 | a. Dependent Variable: Soktidoi |

________________________________________ 18.0 RESEARCH FINDINGS

This research is conducted to evaluate the proper segmentation of the market and selecting the appropriate target market. Other than that, the execution of appropriate promotional strategy is needed to be reconsidering along with the changing product and policies. The research is conducted to find out what factors have an impact on decreasing sales of Grameen Denone SdhoktiDoi and what factor might help them to gain the maximum amount of market share. The consumers have also given their opinion about some categories about the factors that have helped them to have an impression on Shoktidoi.

Grameen Denone should me more focused on their segmented market as their previous segmented criteria were a bit narrow and obvious. Moreover, they were only focusing on rural areas which led them down in terms of competing with the global issues such as cost rising of the raw materials; therefore, cities should be targeted as well and for that, the new packaging and pricing policies are needed to be introduced in order to capture the market share in the cities and subsidized the rural segmented market through social business model.

________________________________________19.0 RECOMMENDATIONS

We have developed few recommendations from our research finding. We believe these recommendations would surely benefit the Shoktidoi in some way to cash in more money. The recommendations are as follows:

* Children and Females are their main customers. * Focusing on the cities would minimize their production cost * They should focus on the taste of the product along with the concern of the nutritious. * They should do more advertising to create awareness of their brand as less people know about their brand.