Ph.D. Villages.” Research Problem & Hypothesis: The intent

 

 

Ph.D. (Mass Communications)

Research Proposal

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“Communication Strategies by HUL in Marketing Lifebuoy Soap among rural Audiences: A Response Study of Select outer Delhi Villages.”

 

 

 

 

 

 

 

 

 

 

 

Submitted by:

Pijush Dutta

Research Scholar, USMC, GGSIPU

Enrollment no: 90063131213

 

 

 

Under the Guidance of:

Dr.  C P Singh

USMC, GGSIPU, Sector 16-C, Dwarka, New Delhi-110078

 

 

 

 

CHAPTER 4

Objective of the Study

 

 

 

 

 

Content

S. No.

Topic

1.       

Research Problem & Hypothesis

2.       

Objective of the Study

3.       

Proposed Research Methodology

4.       

Objective of the Study

5.       

Proposed Research Methodology

6.       

Indicative Chapterization

7.       

Implications of Proposed Research

8.       

References

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Research Title:

“Communication Strategies by HUL in Marketing Lifebuoy Soap among rural Audiences: A Response Study of Select outer Delhi Villages.”

 

Research Problem & Hypothesis:

The intent of the paper is to study the effectiveness of communication strategies employed by Hindustan Unilever Limited in marketing “Lifebuoy Soap” among rural audiences in outer Delhi Villages. It hypothesizes that innovative communication strategies in advertising to target rural population in Delhi villages is fast emerging as the most effective mechanism of marketing strategy as it targets customers and influences their purchase decisions.

 

B.     Objective of the Study

 

The objective of the proposed research is to get answers for “Communication strategies by HUL in marketing Lifebuoy soap among rural audiences “. This research aims to understand and specify how advertising affects the Indian Consumer mindset in rural villages.

 

Communication through innovative messages reaches the minds of consumer. Consequently, there is change in consumer’s behavior. Now they feel attracted towards a particular brand. Example: A study of Hindustan Unilever Brand “Lifebuoy: Help a child reach 5”  360 degree social awareness campaign in Advertising .brand draws the attention of the consumer by its slogan “Help a child reach 5”.

 

The central idea of this research is to understand the impact of communication strategies by HUL in marketing Lifebuoy soap among rural audiences where “Innovation in communication” will play a major role of impact in society.

 

This topic has been selected for study with the following objectives:

 

–          To understand and measure the impact of communication strategies of HUL.

–          To understand major decision areas like impact of communication strategies of HUL in marketing Lifebuoy soap among rural audiences with their advertising, mission, message in media and measuring effectiveness, media type, media planning process, effectiveness of social advertising and communication in advertising and its impact on the consumer.

–          To understand and measure the effect of innovation in marketing communication in brand building, brand recall and finally the choice of plan while buying it.

–          Finally, to promote sales too.

 

To understand and find answer to the following issues during the course of Research:

 

–          What are the specifics, genesis, nature and impact of a Communication Strategies by HUL in Marketing Lifebuoy Soap among rural audiences?

–          Define marketing in Communication?

–          What is the importance of Communication in Marketing?

–          How communications influence the marketing strategies?

–          What has been the impact of Innovation in Marketing Communication on the consumers?

–          Has marketing strategies resulted in business and increase in sales?

–          What are the implications drawn from marketing communication on the consumer?

 

Proposed Research Methodology

 

The entire research work will be based on both qualitative and quantitative methods. While focusing on the sample survey method, a diagnostic research design will be framed to develop communication strategies by HUL in marketing Lifebuoy soap among rural audiences. This study will use a review study method to analyze the secondary data & observation. In this review study, researcher shall analyze secondary data through a series of interviews, expert comments and live cases from various literatures and through live observations to understand the value of communication strategies. The review study will discuss the origin of communication in general and in India, in particular; role of communication in marketing and a few ad campaigns that have left their strong impression on consumers.

 

Hence the following methodology at various stages of the research will be undertaken:

 

a.       Primary data will be collected through sample survey among the consumers who observe communication in the print medium and out-of-home media.

b.      While exploring the primary sources, some one-to-one interviews with marketing   practitioners, experts, media planners, brand custodians and social advertising communication market researchers will also be conducted.

c.       Secondary data to be collected through published material in books, articles, newspapers, magazines etc

d.      Data collected will be tabulated and analyzed by using the SPSS (statistical package for social sciences) tools.

e.       Tools of  Data Collection:

There are different types of tools available for data collection, out of which the following would be used for collecting data:

(i) Interviews

(ii) Questionnaire

(iii) Interviews through Telephone, Mobile phone

I intend to use these above mentioned methods for data collection in order to examine every aspect of the problem

 

Research is considered as an endeavor to arrive at answer to intellectual and practical problems through the application of scientific methods to the knowable universe. Research is a logical and systematic search for new and useful information on a particular topic. It is an investigation of finding, solutions to scientific and social problems through objective and systematic analysis. It is a search for knowledge, that is, a discovery of hidden truths. Here knowledge means information about matters. The information might be collected from different sources like experience, human beings, books, journals, nature, etc. A research can lead to new contributions to the existing knowledge.

 

Only through research is it possible to make progress in a field. Research is done with the help of study, experiment, observation, analysis, comparison and reasoning. Research is in fact everywhere. It is a systematic, controlled, empirical and critical investigation of hypothetical propositions about the presumed relations among natural phenomena. Research is the process of systematic and in depth study or search of any particular topic, subject or area of investigation, blackened by the collection, compilation, presentation and interpretation of relevant details or data. In short search for knowledge through objective and systematic method of finding a solution to a problem is a research.

 

This Chapter includes the research methodology in broader perspective incorporating Research objectives, Research Design, Methods of Data collection, Sampling Techniques, Sample Size and Statistical Tools used for Data Analysis, Benefits of the Study, Limitations and Delimitations of the study.

 

4.1.    OBJECTIVES OF THE STUDY:

 

The objectives of the study have been divided into two category namely main objective and the sub objectives which are as follows:

THE MAIN OBJECTIVE OF THE STUDY:

 

The main objective of the proposed research is to get answers for “Communication Strategies by HUL in Marketing Lifebuoy Soap among Rural audiences “. This research aims to understand and specify how advertising affects the Indian Consumer mindset in rural villages.

 

Communication through innovative way reaches the minds of consumer. Consequently, there is change in consumer’s behavior. Now they feel attracted towards a particular brand. Example: A study of Hindustan Unilever Brand “Lifebuoy: Help a child reach 5”  360 degree social awareness campaign in Advertising .brand draws the attention of the consumer by its slogan “Help a child reach 5”.

 

The central idea of this research is to understand the impact of Communication Strategies by HUL in Marketing Lifebuoy Soap among rural Audiences where “Innovation in communication” will play a major role of impact in society.

 

This topic has been selected for study with the following objectives:

 

–          To understand and measure the impact of communication strategies of HUL.

–          To understand major decision areas like impact of Communication Strategies by HUL in Marketing Lifebuoy Soap among rural audiences with their advertising, mission, message in media and measuring effectiveness, media type, media planning process, effectiveness of social advertising and communication in advertising and its impact on the consumer.

–          To understand and measure the effect of Innovation in marketing communication in brand building, brand recall and finally the choice of plan while buying it.

–          Sales promotion.

 

SUB OBJECTIVES OF THE STUDY:

To understand and find answer to the following issues during the course of Research:

 

–          What are the specifics, genesis, nature and impact of a Communication Strategies by HUL in Marketing Lifebuoy Soap among rural audiences?

–          Define marketing in Communication?

–          What is the importance of Communication in Marketing?

–          How communications influence the marketing strategies?

–          What has been the impact of Innovation in Marketing Communication on the consumers?

–          Has marketing strategies resulted in business and increase in sales?

–          What are the implications drawn from marketing communication on the consumer?

 

4.2.   BENEFITS OF THE STUDY:

 

I.            The study will be beneficial for the rural consumer of selected rural areas of Outer Delhi villages. With the help of this study the consumers will know about the various types of Lifebuoy soap in rural villages through their product profiles, pricing factors, promotional schemes, marketing strategies, competitiveness of the product and the availability of products in their surroundings.

 

II.            The study will also be beneficial for the H.U.L. to know about the expectation of rural consumers in the selected areas of Outer Delhi Vilgges. H.U.L. can decide their marketing strategies, product strategies, promotional schemes, pricing policies, advertising policy, etc at the time of taking crucial decisions to enhance their business at mass level.

 

III.            From the academic point of view it is helpful for researcher and academician to take it as a reference material for further studies on and around this topic at regional, national and global level.

 

N. References

(1 Bharat (2008) “Rural Marketing in India-With Special Reference to Agricultural Produce in India.” 123eng.com

 

2 Katiyar Ruchi, C.K.Prahalad(2000), Rural marketing: Challenges, Opportunities & Strategies

 

3 Kaur Manpreet (2013) “Rural Marketing: A Case Study on Hindustan Unilever Limited” International Journal of Applied Research and Studies, Vol.2, Issue 6.

 

4 Kotni VV Devi Prasad (2012) “Prosoects and Problems of Indian rural Markets” Zenith International Journal of Business Economics and management Research.Vol.2, Issue 3.

 

5 MISRA, S.K. (2000). Indian Economy, Himalaya Publishing House, 18th Edition, p. 739 New Delhi.

 

6 priya Lakshmi and Vandana Bajpai , http://conference.aimt.edu.in/mba

 

7 Rajendhiran. N, S.Saiganesh,Asha p,Rural Marketing-A critical Review

 

8 Rakshit Rajarshi ,M.L.Narasimham,Ashish Gudhe,Kartik Vaddadi (2006) Strategies for rural marketing by an organization

 

10www.world-agriculture.com

 

11)   Kothari, C.R. (2013). Research Methodology, Wishwa Prakashan, India

 

12) Marketing Management (2014), ICFAI University Press

 

13)  Mamoria, C.B. (2012). Research Methodology

 

14)  Desai Vasant (2012). Rural Development in India , Himalaya Publishing House