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Business Research Proposal

Mercury Winery Pvt. Ltd. Aryaa Wines
Creating a firm footprint of Aryaa Wines in Goa

Department of Business Administration Rosary College of Commerce & Arts 2011 2014
11/14/2012

Research proposal
20 November 2012 1 January 2013
To: Mr. Gautam Naik, Area Sales Manager (Goa), Mercury Winery Pvt. Ltd.

Date: 14/11/2012

From: Students of Rosary College of Commerce and Arts, Navelim Goa (Dept of BBA) Vishal Goankar- 9730507275 Oswinda Gomes - 9637250473 Swizel Gomes Sahil Nerurkar Sharang Sambhari Karishma Surlekar

Subject: Research Proposal for Aryaa Wines

Executive Summary
Wine drinking has its origins in France, in the region of Bordeaux, wine drinking was something meant for the elite then. Today wine drinking has spread throughout the globe and India is no exception. In India, Goa is supposed to be more inclined to wine drinking due to its Portuguese influenced culture. Thus Goa has always been in the forefront when it comes to wine drinking. Creating a stable image and increasing sales here in would require more than just basic knowledge about selling wines as it would require knowing the psyche of people when it comes to wine drinking. Thus we the students of Rosary College of Commerce and Arts, Navelim Goa are putting forth this proposal to conduct a comprehensive business research for your reputed company so as to get definite answers to the dilemmas put forth to us.

Statement of the Problem

The Indian wine industry is sprawling in India and is 35 per cent from 4.6 million litres in 2008 to 14.7 million litres in 2012(Source: Indian Express). The objective is to better understand the business issues related to the wine industry in the region. Once established, resources can be identified to help the industry with these needs making the industry financially stronger and more competitive. While the research is primarily designed to assist Aryaa Wines as it should benefit the fast growing industry throughout, this will help Aryaa Wines to create a mature footprint in Goa.

The purpose of this paper is to outline some of the strategic questions, such as:

How will Aryaa wines create a mature footprint in the Goan market? Observing the wine drinking culture in Goa To find out if wine tasting is a good form of promotion How to increase brand awareness in different ways.

Research Objectives

The objective of this project report is to explore the potential and feasibility in terms of the kind of footprint and brand awareness that Aryaa wines has in Goa and to increase market share in the market and the cost and gross margin is less within the years. This research will go deep down to find reasons how Aryaa wines will create a firm footprint in Goa. This project will also observe the wine drinking culture in Goa as the wine custom is rather unique in Goa with an extremely mature and rich wine culture. We will notice high levels of knowledge and awareness of wines here in Goa. It will also find out if wine tasting is a good form of promotion in the state of Goa to see if people attending this session enjoy different flavors of the wines & obtained wine education during the wine tasting session. And finally to find out how to create brand awareness of Aryaa wines in Goa in different ways and to make people aware of it. The main purpose of this research proposal is to show that the problem you propose to investigate is significant enough to warrant the investigation, hope the method we plan to use is suitable and feasible, and the results are likely to prove fruitful and will make an original contribution.

Literature review
In preparation for this research project we have compiled information obtained from several online articles and library articles together with similar research studies previously undertaken by college students and companies all across the world and interaction with wine tasting professionals and also retailers and distributors of wine in Goa. The articles used for this study collectively describe the meaning and the process of wine production and tasting. It speaks about different types of wines and their classification, the ways wine tasting is done and the wine etiquette for the table as it will provide us with much broader and more creative ideas to use in our research. References to each of these articles and research publications can be found in the Bibliography section of this proposal.

Benefits of the Study

The most important benefit of this study will be the awareness of wine production, benefits of drinking wine, understanding facets of wine drinking culture in Goa and so on. Additional benefits include the provision of a collective opinion of the people regarding wine drinking and tasting and an analysis about the firms footprint in the Goan wine market and along with recommendations for progress wherever necessary.

Research Design
This being a comprehensive market research shall be conducted in two phases in the primary phase the research would consist two sub phases, sub phase one would consist of 2 forms of interviews one would be an open ended one with sommeliers and wine shop owners and a closed ended one with the guests who would be a part of the wine tasting sessions. As this research covers a variety of aspects its necessary to get factual information on all facets of the dilemmas put forth to us. We would also consider getting information on various aspects of the deals currently offered to these restaurants and wine shops as this information would help us in analyzing the aspects of how a mature footprint can be established. The second phase would basically be of first segregating the data in hand to the four dilemmas and then to analyze the data in accordance to the criteria that would be set for judging the vast amount of data that would be gained through the phase one of this research project.

Nature of Results
All results obtained from the first phase of our study will be a mixture of numerical as well as in nature and results obtained from the second phase will depend on this numerical data. Conclusions and recommendations will be derived from our findings and then translated into theory before presentation to the concerned authority.

Qualifications of Researcher
We are second-year students, currently pursuing a bachelors degree in Business Administration at Rosary College of Commerce & Arts Navelim,

Goa. We have completed the first part of a two-part course in Business Research Methods which mainly deals with the research process and research design. At present, we are learning about data collection and measurement in Business Research Methods part II.

Schedule
Activity Interviews and Review of Company Data Anonymous Survey Analysis and Interpretation Report Preparation Presentation of findings * Dates are subject to change with due Duration 19/11/2012 up to 25/11/2012 26/121/2012 up to 9/12/2012 10/12/2012 up to 20/12/2012 20/12/2012 up to 2/1/2013 3/1/2013 notice

Resources Required
For our study we will require company data about the production of wines, wine tasting knowledge, and current promotional activities carried out. As well as sample of the various variants of wines produced for conducting wine tasting sessions. Other resources required would be put forth into a request letter and handed over to the firm with prior notice.

Bibliography
http://www.thewineclub.in/content/wine_basics http://www.thewineclub.in/wine_and_food/list

http://www.navhindtimes.in/business/goa-has-potential-be-wine-hub-india http://www.indianlink.com.au/opinion/why-not-wine/ http://www.ukva.org.uk/ http://www.holidaygoa.in/wines-of-goa.htm