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    11th November 2010

    Uploaded by

    Deepak Vaswan
    MDI presents PepsiCo India Ltd. with an opportunity to conduct disguised marketing research at their annual ILLUMINA Diwali Mela festival. The Mela attracts 8-10,000 people from nearby villages where PepsiCo can expose their new product to customers and gain insights into what influences their purchasing decisions through a series of events. Students under faculty supervision will execute the research and present findings and recommendations to PepsiCo that could inform their new product strategy for rural markets. Details of expenses for the proposed research are attached.

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    11th November 2010

    Uploaded by

    Deepak Vaswan
    9 views1 page
    MDI presents PepsiCo India Ltd. with an opportunity to conduct disguised marketing research at their annual ILLUMINA Diwali Mela festival. The Mela attracts 8-10,000 people from nearby villages where PepsiCo can expose their new product to customers and gain insights into what influences their purchasing decisions through a series of events. Students under faculty supervision will execute the research and present findings and recommendations to PepsiCo that could inform their new product strategy for rural markets. Details of expenses for the proposed research are attached.

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    MDI presents PepsiCo India Ltd. with an opportunity to conduct disguised marketing research at their annual ILLUMINA Diwali Mela festival. The Mela attracts 8-10,000 people from nearby villages where PepsiCo can expose their new product to customers and gain insights into what influences their purchasing decisions through a series of events. Students under faculty supervision will execute the research and present findings and recommendations to PepsiCo that could inform their new product strategy for rural markets. Details of expenses for the proposed research are attached.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as docx, pdf, or txt
    9 views1 page

    11th November 2010

    Uploaded by

    Deepak Vaswan
    MDI presents PepsiCo India Ltd. with an opportunity to conduct disguised marketing research at their annual ILLUMINA Diwali Mela festival. The Mela attracts 8-10,000 people from nearby villages where PepsiCo can expose their new product to customers and gain insights into what influences their purchasing decisions through a series of events. Students under faculty supervision will execute the research and present findings and recommendations to PepsiCo that could inform their new product strategy for rural markets. Details of expenses for the proposed research are attached.

    Copyright:

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    of 1

    11th November 2010

    Mr. D V Singh
    Manager
    PepsiCo India Ltd.

    Dear Sir

    DISGUISED MARKETING RESEARCH WITH CUSTOMER INTERACTION

    Congratulations for the launch of your new product. As it is a part of your marketing strategy to enter
    into rural markets, MDI presents you and opportunity to understand what goes inside customers’ mind
    when they buy your product. We conduct a disguised marketing research, ILLUMINA Diwali Mela, every
    year with a foot fall of 8-10K. In this Mela people come from nearby villages and your product is taken
    through series of events which form a part of disguised research. By this we will gain customer insights
    regarding your product.

    The research is being done by students who have a prior knowledge of these activities under faculty
    supervision. This helps us to extract maximum out of this opportunity. We will present you the findings
    and possible recommendations which can be very useful for your new product strategy.

    Please find attached a sheet which includes the details of expenses incurring during this research.

    Kindly revert in case of any queries.

    Thanking you

    Yours Sincerely

    XYZ
    ILLUMINA Secretary
    Management Development Institute
    Mehrauli Road, Sukhrali, 
    Gurgaon - 122 007
    INDIA
    Tel + 91-124-4560000
    Fax + 91-124-4560456

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