LAHORE SCHOOL OF ECONOMICS

MARKETING RESEARCH (MKT 602)

Winter 2014


Section: B

Group ID: 02
Assignment ID: 1


Project Title: Increasing Market Share of Qarshis Springley Water



Farwa Saif
Fatima Saif
Hamza Amanullah
Iqra S. Adnan
Nida-e-Fatima
16-09-2014

Springleys Inability to Gain Market Share
Decision Objective
What strategies could be adapted by Qarshi in order for its water brand (Springley) to become
competitive in the PET bottled water market?
Research Objectives
The purpose of the research is to identify, appraise and possibly improvise Qarshis marketing
strategies to promote its bottled water brand.
Information Needs
What is the relative market share of Springley?
Why do consumers prefer the market leader over Springley?
What do consumers look for when buying bottled water? The brand or the convenience of
having bottled water easily available?
How can customer recall be aided?
Does being a spin-off from Qarshi, a homeopathic brand, affect the sales potential of
Springley?
How effective is Qarshis distribution network? (Availability, Placement, Credit Policies
etc).
What marketing strategy should Springley follow? I.e. differentiation making the brand
offer a distinct value proposition or cost-leadership reaching economies of scale
through mass-selling and under-cutting direct competitors.
How can customer retention be achieved?