Contents of Terms of Reference

1.
2.
3.
4.

Company Profile
Current Challenges
Project Objectives
Project Scope
Geographical
Functional
Market Research
Analysis
Strategy Formulation
5. Market Research
Research objectives
To understand customer experience, buying behavior and decision

making process.
To determine customer awareness regarding product.
To uncover the thoughts and feelings associated with the experience of

drinking the product.

Secondary Research
Primary Research (Qualitative/Quantitative Research)
Customer Surveys
ZMET Technique
Client Interview
Customer Interviews
6. Analysis

ZMET Analysis
Statistical Analysis
Recommendations on Marketing Mix

7. Strategy Formulation
8. Project Deliverables and Schedule
Work Plan
Deliverables
Key consumer insights, preferences, habits and profile
Marketing Mix Recommendations
9. Documents to be submitted
Terms of Reference Report
Interim Report
Final Report