Professional Documents
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SUBMITTED IN PARTIAL FULFILLMENT FOR MASTER OF BUSINESS ADMINISTRATION PROGRAM OF GRAPHIC ERA UNIVERSITY, DEHRADUN BATCH 2008 2010
PREFACE
The purpose of industrial training is to acclimatize the students with the organization & the industry in which this organization exists. Summer training is a part of management study & is very important for each & every student. Management trainees are trained in such a way that after they come out, they can manage the matters of organization in a planned and systematic manner. My project is aimed at understanding the marketing as well as selling concepts of new product launce. The ITC is well known in FMCG product categories and the new launch of Bingo product considered all the marketing parameter in mind at the time of launch. This training was a valuable experience in terms of understanding & learning & I believe that in future I will get fruitful results.
ACKNOWLEDGEMENT
A project report seems to be an individual effort is in fact teamwork. Summer training at ITC Ltd., Saharanpur was just like an opportunity to shake hand with the practical world of business. I am indebted to all those individuals who helped me in gaining knowledge & insight into various aspects of organization. The source of learning have been one too many & a complete list of individual references would become encyclopedic. I want to express my deepest gratitude to all marketing team in ITC Ltd., Saharanpur, without their help this summer internship in ITC would not be possible. Finally, I would express my gratitude towards my classmates and my family members those always ready to help me out from any problem throughout my summer internship.
TABLE OF CONTENTS
1. Executive Summary 2. Literature Review 3. Introduction 4. Project Objectives 5. Introduction of the company 6. Product Profile 7. Product Launch 8. Research Methodology 9. Analysis and Findings 10.Statistical tools 11.Major findings 12.Suggestions 13.Conclusion 14.Limitations of the study 15.Bibliography 16.Annexure 17.Questionnaire
1.EXECUTIVE SUMMARY
The objective of the project is to know the consumers preferences for CHIPS, to study the Market Potential of bingo and The report
contains a brief introduction of bingo.. The company ITC has interests in various sectors and they provide consistent quality
products to meet our customers requirement worldwide. This report clearly mentions objective of the study and the research methodology utilized. Research design used in this project is exploratory and the sources of information is both primary data and secondary data. The data collection method used is structured non disguised questionnaire in which the types of questions used are open ended, multiple choice and close ended. The report contains a detailed view of the tasks, which have been undertaken to analyze the market ofBINGO. Various sets of questionnaire have been prepared to know the PREFERENCES of consumers about theBINGO. some of the research areas are saharanpur,dehradun.This project reveals one of the important findings like more and more displays of the window hiring and can be given to the retail outlets as it has been said that JItna Dikhega Utna Bikega. To increase its consumption, More schemes like
Seasonal Schemes and other schemes can be given to the consumers . A detailed survey of the consumers was carried to find out their preferences for BINGO. The details of the methodology are stated below. Areas are saharanpur,dehradun and rurkee research design: Exploratry and descriptive. Sources of information is primary and secondry data. Data collection method structured non designed questionnaire. Types of questions used open ended, multiple choice and close ended. Sampling method is random sampling. In this study I found that most of the consumers prefer LAYS as their 1st preference and then BINGO..the consumers prefer CHIPS because of its TASTE,INNOVATIVENESS and BRANDNAME .
LITERATURE REVIEW : ABSTRACT: The purpose of this paper is the study of factors responsible for brand preference in fmcg products from various study some factors are highlighted for preferring a brand like brand persona , brand constancy, brand loftiness, brand value. The intensity of colour and the flavour are the key drivers behind consumer acceptance of beverages. This study also reveals that there is low degree of brand awareness in rural areas, whereas there is a moderate degree of brand awareness in urban India. The highly educated rural and urban respondents have high degree of brand awareness for many food products, and the less educated rural and urban respondents have low degree of brand awareness for many food products.
1-A study of factors responsible for brand preference in fmcg sector The purpose of this paper is the study of factors responsible for brand preference in fmcg products, increasing competition, more due to globalization ,is motivating many companies to base their strategies almost entirely on building brands. Brand preference means to compare the different brands and opt for the most preferred brand.
This brand preference is influenced by various factors. According to this study many factors were find out for preferring a brand like brand persona brand constancy brand loftiness brand value. In the identification of factors affecting the brand preference,it was concluded that brand persona is the most effective factor that affects the brand preference.this brand persona deals with the personality aspects or the external attributes of brand ,thus it can be said that consumer prefer any brand by looking at the external attributes of a brand.
2-Colour and flavour rule consumer preferences: Study A study done by DANONE it was found that The intensity of colour and the flavour are the key drivers behind consumer acceptance of beverages, says a new study involving Danone. But packaging and labelling are not as important for winning over consumers, according to findings published in the journal Food Quality and Preference, The study involved consumers at different stages of development and highlights the importance of adopting a sensory marketing approach, said the researchers from French research organisation Adriant, the University of Rennes 1, Danone R&D, and Institut Paul Bocuse.
Companies need to continuously innovate to maintain market leadership, wrote the researchers. When the market is overloaded the challenge consists in creating innovative products able to attract and satisfy consumers. This experiment showed the feasibility of the proposed multisensory design method based on mixed qualitative and quantitative approaches. The study also demonstrates the importance of flavour and colour selection for new products.
The global flavours market was been valued at some US$18bn in 2006 (Business Insights). Meanwhile, the value of the international colourings market was estimated at around $1.15bn in 2007 (731m), up 2.5 per cent from $1.07bn (680m) in 2004, according to Leatherhead Food International (LFI). Natural colours now make up 31 per cent of the colourings market, compared with 40 per cent for synthetics, according to LFI.
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chips
This study examined the relative contributions of taste and health considerations on consumer liking and purchase intent of corn chips. Eight types of commercial corn chips were evaluated by 305 adult consumers who also completed a brief questionnaire on food habits. Data were analysed using factor analysis. Results revealed that purchase intent of corn chips was strongly related to degree of liking and to several key sensory attributes including saltiness, corn flavor and greasiness. These variables emerged as the first factor in the analysis, suggesting that consumers perceive these characteristics as being most important in their choice of corn chips. Factor 2 described a health dimension and was related to respondents' attitudes toward fat in the diet. Factor 3 comprised two remaining sensory attributes (color and crunchiness), which apparently were of minor importance to the respondents. These data suggest that in spite of current concern about reducing dietary fat, health remains secondary to taste in the selection of corn chips for consumers in this population. 4- PAIRED PREFERENCE TESTS USING PLACEBO PAIRS AND DIFFERENT RESPONSE OPTIONS FOR CHIPS, ORANGE JUICES AND COOKIES
Preference tests were performed for varieties of potato chips, orange juices and chocolate chip cookies using three response protocols: the traditional paired preference test with the "no preference" option, a 9-point hedonic scale and a 6point hybrid hedonic/purchase intent scale. The different stimuli to be assessed
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were presented in pairs, but putatively identical stimuli were also presented as a "placebo" pair. Performance on the placebo pair with identical stimuli provided a measure of the hidden demand characteristics of the test protocol. The presentation of the different pairs provided a measure of preference accompanied by such hidden demand effects. Comparison between the two allowed a better measure of preference per se. The order of presentation of the identical and different pairs did show occasional slight evidence of contrast effects. For the placebo "identical" pairs, a majority of consumers reported false preferences. Liking questions with the hedonic and hybrid scales elicited fewer false preferences than preference questions with the paired preference protocol. Yet, the effects tended to be slight. The 6-point hedonic/purchase intent scale exhibited the fewest false preferences in the placebo condition, and this was because of its fewer categories rather than any cognitive strategy change elicited by its different labels.
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The findings of this study reveals that there is low degree of brand awareness in rural areas ,whereas there is a moderate degree of brand awareness in urban India.the highly educated rural and urban respondents have high degree of brand awareness for many food products, and the less educated rural and urban respondents have low degree of brand awareness for many food products.
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industry.The Research was a good experience & the final conclusion is that the consumers generally associate Ready-To-Eat Snacks & Namkeens with Time Pass. Majority of them prefers wafers to be their first choice with Fraiams being the second preference. Namkeens on other hand are usually preferred as hunger quencher and are eaten whenever the consumers are hungry.Ready-To-Eat Snacks & Namkeens are generally considered as take away food and hence the consumers generally buy 1-2 packs and does not store them. Through the research it was concluded that the consumers want even POPCORN to be included in this category which is also an opportunity for the manufacturers to launch a new product and extend their product width. Overall the industry is grooming and has vast opportunity to be cashed for the manufacturers.
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To know why was the advertisement being noticed by the consumer. To create a top of mind awareness about BINGO in
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Agri-Business: ITC 's International Business Division (IBD) is the country's second largest exporter of agri-products. ITC pioneered the cultivation and development of Cigarette Tobaccos in India . Information Technology: ITC Infotech India Ltd., a global IT services company, has established itself as a key player in the offshoring arena, growing at a cumulative annual growth rate (CAGR) of around 85%.
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foods : because of the low financial risk (low price) for the customer, new tastes will be a key in marketing success. Lays succeeded by offering great quality, variety and brand to reach the leadership position. Bingo it seems is following the leader. The task is very tough for ITC to fight with Lays. The golden line is that the market is so large that every player will have a space provided, the brand keeps the promise. The high profile brand launch of Bingo will see the market expanding thus benefiting all the players . ITC is aiming at a 360 degree brand building effort to boost the new launch. The brand takes the tagline : No Confusion Great Combination. The brand is promoted through a series of funny ad which I feel is little too complicated. The ad tries to be funny but fails to make the audience laugh. The poor execution can create problems for the brand.
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Taste: For the recipes, the company went to the chefs in its hotels. The chefs
came back with 16 flavours with twists like bindaas masti chat, chatkila nimbu achar and tandoori paneer tikka-flavoured potato chips, chilli and tomatoflavoured mad angles inspired by khakras and other snacks.
Targeting:
The Company decided that youngsters in the age group of 16-30 are the most experimental and hence they would be the primary target audience.
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Distribution:
The Company distributed more than 4 lakh large racks, to display the brand at all points of sale. The racks created so much impact that even competitors like market leader Frito-Lay's introduced its own version of wafer racks. This incredible leveraging of distribution system is credited by many as major cause of Bingo's success. Now due to this lays started doing re-branding exercise and introduced has introduced Lay's Chaat street, India's Mint Mischief and Wafer Style. Lays has relaunched itself in the health platform. Lays has launched the concept of Snack Smart which talks about a healthy snack. Now Lays is with 40% less saturated fat. That means same taste and more healthy.. The latest launch is in line with the announcement made by Pepsico's Global Chief Ms Indra Nooyi that the Company is moving towards a healthy platform. This initiative is intended to silence the critics that Potato Wafers are junk food.
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Together with the relaunch, Lays has introduced new flavors : Lay's Chaat Street, Mint Mischief and Wafer Style. The new variant which are Indian flavors is a result of the tough competition from Bingo. Its interesting to note that Bingo has forced Lays to relearn its own lessons. Lays had captured the Indian consumer's mind through Indianisation but later somewhere the brand lost its focus. The latest health positioning is definitely going to give Lays some additional leverage in the market. But Bingo is not sleeping either, if you have noticed the pack of Bingo , it says " Baked , Not Fried " to remind the consumer that no oil is used. The "Healthy " competition has started.... FritoLay India leads the market with a share of 45 per cent. Haldiram's and ITC have a market share of 27 and 16 per cent, respectively. The health positioning is something that maybe Lays is counting on, but that does not mean that Bingo cannot survive with its existing strategy of being a "Rich" snack.The technology of efficient & less fat production of potato has now been acquired by ITC as well.The superior Online advertising and huge market recall Bingo has got needs to now filtered into fewer brands, as the there are currently too many for the consumers to handle.
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ITC LAUNCHES BINGO MARKS COMPANY'S FORAY INTO THE EVOLVING SNACKS CATEGORY 'BINGO' SET TO TICKLE INDIAN SNACKING PALATE & CATER TO THE FAST GROWING SNACKING HABITS
ITC Limited - Foods Division announced the launch of its new snacks brand Bingo, which marks the company's foray into the fast growing branded snacks segment. The launch of Bingo represents ITC Foods' fifth major line of foods business after the highly successful Staples, Biscuits, Ready-to-Eat and Confectionery businesses. Bingo is strategically timed around the World Cup to leverage the tremendous popularity that such leisure and cocktail snacks will find among cricket lovers in the country. So cricket lovers can enjoy their favourite matches while savouring an all-new range of innovative Bingo snacks during World Cup. The category of snacks is characterised by a few organised players with limited offerings but the unorganised sector continues to rule the market. However, the organised sector is one of the fastest growing FMCG categories with an estimated growth rate of 30% annually.the organised snacks category is subdivided into the traditional segment (Bhujia, chanachur etc.), Western segment (potato chips, cheese balls etc.) and the newly established Finger snacks segment, which is an adaptation of traditional offerings to the western format.
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The launch of Bingo is symbolic of ITC Foods' distinct approach of introducing innovative and differentiated products in a largely undifferentiated market place. The initial offerings from Bingo include an array of products in both Potato Chips & Finger Snacks segment. The Potato Chips offerings comprise of 4 innovative variants inspired by the snacking habits of different parts of the country as well as Masalas, Salted and Tomato flavours. Additionally a south-inspired dairy option has also been introduced under the potato chips offering. The offerings under the Finger Snacks segment are equally unique presentations with innovative finger foods like the pakoda inspired Live Wires, Khakra inspired Mad Angles and the specially developed time pass snack in the form of Tedhe Medhe. Each offering under this segment is available in two variants making it a total of 6 products in the Finger Snacks portfolio. Speaking on the foray into this new category, Mr. Ravi Naware, Divisional Chief Executive, ITC Limited - Foods Division said, "This is an exciting and fast growing category with a big untapped market. We have extensively studied the market and our product development team has created products with variants that will hold tremendous appeal to the Indian consumer. We are confident that our retail distribution strength and our insightful understanding of consumers will help us redefine this category just like we have done in other categories. An added source of advantage is the strong farm linkages that ITC has developed for sourcing the selected grades of potatoes that go into the making of the chips."Bingo will own the platform of a youthful and innovative snack offering.
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The snacks will be available in packs priced at Rs. 5/- and Rs. 10/- Bingo will soon be available nationally across a majority of towns and cities. Mr. Hemant Malik, Head - Marketing, ITC Limited - Foods Division talking about marketing plans for the product, said "The new brand will leverage the retail and marketing expertise of ITC Foods to establish reach across the target markets. The communication strategy encompasses a multi-media campaign for the entire product range including the use of new media for enhanced visibility. A spate of on-ground promotions distinctly communicating the product attributes and brand essence will further supplement Bingo's communication strategy. ! ITC sets sights on domestic frozen food market Bingo! ITC se
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attributed the drop in profits to continued brand-building costs in the food business.
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reacted with its own version of trolleys parked next to Bingos display. Of course there were some places where ITC Bingo blocked out its competition. Across the country, Bingo has laid claim to the large format outlets by tying-up with big retailers like Future Groups Food Bazaar. But not all organised retailers believe in monopoly. At C3, Kolkatas second largest retailer, Kurkure and Lays dominate the branded snack market. The retailer said they would rather offer choice to consumers. But there are genuine stock issues for Frito Lay, at least in some parts of Mumbai. In south Mumbai, a shop owner said, We sell both Lays and Bingo. But we havent received supplies of Lays, which is in much demand, for the past one month. Similarly, the owner of a distribution agency for Lays said there was a supply issue. The company executives could not be reached for comment. According to ITC Foods executives, the company has launched an advertising blitzkrieg across the country to create awareness among consumers. The brand name Bingo signifies victory. We have employed various strategies to successfully create an identity in the market in a short span of time, said ITC Foods Chief Executive Ravi Naware. Frito Lay is reacting with consumer promotions with different contests. The contest is being promoted through a television, radio and outdoor campaign, as well as interactive display units at the point of purchase. ITC claims that it has done its homework well. It spent close to two years for developing Bingo. The entry was prompted by the fact that there are few players in this segment. We
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found that there was only one organised large player at the national level in the packed snacks segment apart from some regional players. There is a big opportunity for us, says an ITC executive. He adds quickly that the market for the packed-snack-on-the-go segment in India is around Rs 2,000 crore and ITC is looking at grabbing a 50 per cent share of the market at the earliest. We are offering a wide range to ensure that the consumer is not restricted to a monotonous taste, adds Naware. But as of now, its still early days to say whether Bingo will emerge victorious. Foodworld representatives in Bangalore admit that Bingo has emerged as a hot selling snack. It is being replenished on a daily basis, a Foodworld representative said. We are replenishing the stock every day in all metros and cities with population in excess of 10 lakh, Naware adds. But in metros like Kolkata, consumers have not yet switched over from Lays and Kurkure. Smaller outlets in Kolkata confirmed that sales of Lays or Kurkure had not dipped. Frito Lay is still cashing in on the popularity and brand loyalty that it managed to establish with consumers over the years. Although consumers want to try Bingo, Lays or Kurkure have not been replaced.
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commercial terms with the Future Group, which runs Big Bazaar. Retail tie-ups, regional flavours and distribution muscle, have helped ITC hit a bulls eye with its snack Bingo. ITC's tie-up with Biyani's Future Group hurt Pepsi hard by forcing the company to look at a revision of its commercial terms with the retail giant. While its been a flyer of a start, Pepsi still leads the overall Rs 2000 crore branded snack market with over 45% market share. Where ITC scores on distribution, Pepsi rides high on brand recall with Lays and Kurkure. But ITC says is confident of bridging the gap. Arch rival Pepsi on the other hand will increase focus on Lehar namkeen, a category where ITC is yet to bite into. Pepsi is looking to invest heavily on distribution. Apart from Rs 3 packs, to penetrate further, the company is looking at new retail points like STD booths and cyber cafes as well. The company is also looking is upping spends to make inroads into the southern market, which continues to be dominated by regional players. Both players are now looking at cashing in on the festive buzz with new advertising and product offerings. Where ITC has 12-14 new flavours in the pipeline, Pepsi hopes to launch 8-10 different flavours this year. As competition picks up, consumers are going to be spoilt for choice.
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AREAS : SAHARANPUR(New madho road,Numaish camp,Aavas vikas) DEHRADUN (Turner nagar,Raipur road) Rurkee ( Ram nagar ) road,
Rajpur
Premnagar,
Consumer preferences for bingo Sampling technique Convenience sampling Sample Size : 800 Samplings Areas : Saharanpur,Dehradun,Rurkee Primary Data : Responses through questionnaires Conducted personal interviews Secondary Data : with the respondents . Websites . News papers
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49%
51%
male female
1.1
Valid Total
Male Female
2.1
Out of 800 consumers,51% are males and only 49% are females.
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13%
3%
34%
22%
28%
36
3%
49%
1.3
Frequen cy Valid Profession al Businessm an Service Student Any other 100 75 210 390 25 800 Percent 13.0 9.0 26.0 49.0 3.0 100.0 Valid Percent 13.0 9.0 26.0 49.0 3.0 100.0 Cumulativ e Percent 18.0 22.0 48.0 97.0 100.0 100.0
Total
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Valid Total
Yes No
1.4
3%
yes no
97%
2.4 out of 800 respondents ,97% of consumers buy chips and only 3%of them do not buy chips
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Frequency Valid LAYS kurkure bingo Uncle chips Haldi ram chips Soya pufs Any other Total 264 112 273 101 19 27 4 800
Valid Percent 33.0 14.0 34.0 13.0 3.0 2.0 1.0 100.0
1.5
1% 2% 3% 13% 33% LAYS kurkure bingo Uncle chips Haldi ram chips 34% 14% Soya pufs Any other
2.5
33% respondents prefer LAYS,14% prefer KUKURE ,34 %BINGO,13 % Of them prefer UNCLE CHIPS ,2% Haldirams chips ,3% prefer
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soya pufs
Valid Percent 20.0 25.0 8.0 10.0 16.0 20.0 1.0 100.0
Total 1.6
2.6 25%people purchase CHIPS because of TASTE, 20% people purchase CHIPS because of BRAND NAME, 20% people purchase CHIPS because of PACKAGING, 15% people purchase CHIPS because of PRICE ,
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11% people purchase CHIPS because of BRAND AMBASSADOR 8%people purchase CHIPS because of EASY AVILABILITY 1%people purchase CHIPS because of ANY OTHER REASON 7.PEOPLE HAVE SEEN THE ADVERTISEMENT OF CHIPS
Frequen cy Percent 782 98.0 18 2.0 100 100.0 Valid Percent 98.0 2.0 100.0 Cumulativ e Percent 98.0 100.0
Valid Total
Yes No
1.7
2%
yes no
98%
2.7 Out of 800 consumers 98% have seen the ADVERTISEMENT and only 2% have not seen the ADVERTISEMENT of any chips
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Frequency Valid
LAYS BINGO UNCLE CHIPS KURKU RE CHIPS( HALDI RAMS) SOYA PUFS any other Total
4.0
4.0
96.0
99.0 100
Total
1.8
1% 3% 4% 21% KURKURE CHIPS(HALDIRAM S) 28% SOYA PUFS any other 27% LAYS BINGO UNCLE CHIPS
16%
2.8
27% people remember the advertisement of LAYS 28% people remember the advertisement of BINGO. 16% people remember the advertisement of UNCLE CHIPS
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21% people remember the advertisement of KURKURE 4% people remember the advertisement of HALDIRAMS CHIPS 3%people remember the advertisement of SOYA PUFS 1%people remember the advertisement of ANY OTHER . 9.REASON TO REMEMBER THE ADVERTISEMENT ?
Frequen cy Percent 194 24.0 196 90 204 116 100 25.0 11.0 25.0 15.0 100.0 Valid Percent 24.0 25.0 11.0 25.0 15.0 Cumulativ e Percent 24.0 49.0 60.0 85.0 100.0
Valid
Creativity Brand ambassad or Idea of delivering message Frequency of add Logical reason
Total
1.9
CREATIVITY
15%
24%
2.9 24% people remember the advertisement because of CREATIVITY. 25% people remember the advertisement because of BRAND AMBASSADOR
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11% people remember the advertisement because of THEIR IDEA OF DELIVERING THE MESSAGE. 25%people remember the advertisement because of FREQUENCY OF ADD.15% people remember the adverisement because of LOGICAL REASON. REASON TO LIKE THE ADVERTISEMENT.
1.Please rank CREATIVITY ......(1-5)... 1 being most preferred.
1st
2nd
3rd
4th
5th
3.1 194 respondents gave 1st rank to creativity. 235 respondents gave 2nd rank to creativity 186 respondents gave 3rd rank to creativity 106 respondents gave 4th rank to creativity 79 respondents gave 5th rank to creativity
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1st
2nd
3rd
4th
5th
3.2 196 respondents gave 1st rank to brand ambassador. 216 respondents gave 2nd rank to brand ambassador. 93 respondents gave 3rd rank to brand ambassador. 185 respondents gave 4th rank to brand ambassador. 110 respondents gave 5th rank to brand ambassador.
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3.
preferred
250 200 150 Series1 100 50 0 1st 2nd 3rd 4th 5th
3.3 90 respondents gave 1st rank to idea of delivering the message. 151respondents gave 2nd rank to idea of delivering the message 129 respondents gave 3rd rank to idea of delivering the message 208 respondents gave 4th rank to idea of delivering the message 222 respondents gave 5th rank to idea of delivering the message.
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1 being most
1st
2nd
3rd
4th
5th
3.4
204 respondents gave 1st rank to frequency of add 101respondents gave 2nd rank to frequency of add 212 respondents gave 3rd rank to frequency of add 173 respondents gave 4th rank to frequency of add 110 respondents gave 5th rank to frequency of add.
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Series1
1st
2nd
3rd
4th
5th
3.5
116 respondents gave 1st rank to logical reason 97 respondents gave 2nd rank to logical reason 180 respondents gave 3rd rank to logical reason 128 respondents gave 4th rank to logical reason 279 respondents gave 5th rank to logical reason.
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5th
4th
3.6 158 respondents gave 1st rank to brand name. 200 respondents gave 2nd ank to brand name 195 respondents gave 3rd rank to brand name 100 respondents gave 4th rank to brand name 85 respondents gave 5th rank to brand name 42 respondents gave 6th rank to brand name 20 respondents gave 7th rank to brand name.
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5th
4th
3.7 160 respondents gave 1st rank to price. 175 respondents gave 2nd rank to price. 156 respondents gave 3rd rank to price. 115 respondents gave 4th t rank to price. 80 respondents gave 5th rank to price. 58 respondents gave 6th rank to price. 56 respondents gave 7th rank to price.
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3.8
322 respondents gave 1st rank to TASTE . 108 respondents gave 2nd rank to TASTE 78 respondents gave 3rd rank to TASTE 103 respondents gave 4th rank to TASTE 22 respondents gave 5th t rank to TASTE 101 respondents gave 6th rank to TASTE 66 respondents gave 7th t rank to TASTE
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1st 400 7th 300 200 100 0 6th 3rd Series1 2nd
5th
4th
3.9
66 respondents gave 1st rank to brand ambassador. 108 respondents gave 2nd rank to brand ambassador 78 respondents gave 3rd rank to brand ambassador 103 respondents gave 4th rank to brand ambassador 22 respondents gave 5th t rank to brand ambassador 101 respondents gave 6th rank to brand ambassador 322 respondents gave 7th t rank to brand ambassador.
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2nd
Series1 3rd
5th
4th
3.10 80 respondents gave 1st rank to after PACKAGING 97 respondents gave 2nd rank to after PACKAGING 94 respondents gave 3rd rank to after PACKAGING 122 respondents gave 4th rank to after PACKAGING 100 respondents gave 5th t rank to after PACKAGING 109 respondents gave 6th rank to after PACKAGING 198 respondents gave 7th t rank to after PACKAGING .
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5th
4th
3.11
110 respondents gave 1st rank to EASY AVAILABILITY 106 respondents gave 2nd rank to EASY AVAILABILITY 116 respondents gave 3rd rank to EASY AVAILABILITY 175 respondents gave 4th rank to EASY AVAILABILITY 78 respondents gave 5th t rank to EASY AVAILABILITY 90 respondents gave 6th rank to EASY AVAILABILITY 31 respondents gave 7th t rank to EASY AVAILABILITY
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1st 400 7th 300 200 100 0 6th 3rd Series1 2nd
5th
4th
3.12 8 respondents gave 1st rank to any other. 25 respondents gave 2nd rank to any other 79 respondents gave 3rd rank to any other 30 respondents gave 4th rank to any other 325 respondents gave 5th t rank to any other 296 respondents gave 6th rank to any other 37 respondents gave 7th t rank to any other.
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STATISTICAL TOOLS
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Observed N LAYS BINGO UNCLE CHIPS KURKURE CHIPS(HALDIR AMS) SOYA PUFS any other Total 264 273 101 112 19 27 4 800 Test Statistics
a 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 114.3.
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HO-there is no significance difference between the preference of consumers regarding the CHIPS. H1-there is a significance difference between the preference of consumers regarding the CHIPS.
IF H0 <.05 OUR null Hypothesis is rejected and in this case H0 IS REJECTED. THAT means consumers preferences for CHIPS are different.
264 RESPONDENTS Prefer lays,273 prefer bingo,101 uncle chips,112 consumers prefer kurkure,19 prefer haldirams chips,27 prefer soya pufs,only 4 of them prefer any other chips.
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Observed N LAYS BINGO UNCLE CHIPS KURKURE CHIPS(HALD IRAMS) SOYA PUFS any other Total 214 229 164 124 32 26 11
a 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 133.3.
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HO-there is no significance difference between the advertisements H1-there is a significance difference between the advertisements
IF H0 <.05 OUR null Hypothesis is rejected and in this case H0 IS REJECTED. THAT means consumers remember different different advertisements.
214 people remember the advertisement of LAYS ,229 people remember the advertisement of BINGO ,164 people remember the advertisement ofUNCLE CHIPS,124 people remember the advertisement of KURKURE,32 people remember the advertisement of HALDIRAMS CHIPS
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3. FRIEDMAN TEST
Ranks
Mean Rank Packaging Brand Taste Easy availability Ambassador Price Other 5.11 6.00 6.90 2.00 3.00 3.99 1.01
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Asymp. Sig.
a Friedman Test
.000
H0- there is no significance difference between all the factors. H1-there is a significance difference between all the factors. IF H0 <.05 OUR null Hypothesis is rejected and in this case H0 IS REJECTED. THAT means consumers prefer any mobile connection on the basis of certain factors. In this case as the mean rank of taste IS 6.90 MEANS most of the consumers purchase chips because the taste. AND the mean rank for EASY AVAILABILITY is 2.00 (AFTER ANY OTHER FACTOR)THAT means CONSUMERS dont care about EASY AVAILABILITY while purchasing CHIPS.
THE SEQUENCE OF THEIR PURCHASING PREFERENCE IS TASTE BRAND NAME PACKAGING PRICE BRAND AMBASSADOR EASY AVIALABILITY ANY OTHER
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Mean Rank Creativity 3.91 Brand ambassador 4.23 Idea of message 1.10 Frequency of add 4.62 Logical reason 2.43
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.003
.
H0- there is no significance difference between all the factors TO REMEMBER THE ADVERTISEMENT. H1-there is a significance difference between all the factors TO REMEMBER THE ADVERTISEMENT IF H0 <.05 OUR null Hypothesis is rejected and in this case H0 IS REJECTED.THAT means consumers remember the advertisement of any CHIPS because of some factors,In this case as the mean rank of FREQUENCY OF THE ADVERTISEMENT IS 4.62 MEANS most of the consumers remember the advertisement because the frequency of the add, AND the mean rank for idea of delivering the message is 1.10 THAT means CONSUMERS dont care about the idea of delivering the message.
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5.MULTI DIMENTIONAL SCALING PERCEPTUAL MAPPING OF SNACKS BRANDS (LAYS,BINGO,UNCLE CHIPS,KURKURE,SOYAPUFS,OTHER CHIPS)
Number of parameters is 12. Iteration history for the 2 dimensional solution (in squared distances)Young's Sstress formula 1 is used. Iteration S-stress Improvement
1 .00000 Iterations stopped because S-stress is less than .005000 Stress and squared correlation (RSQ) in distances RSQ(returns of square) values are the proportion of variance of the scaled data (disparities)in the partition (row, matrix, or entire data) which is accounted for by their corresponding distances. Stress values are Kruskal's stress formula 1. For matrix Stress = .00000 RSQ = 1.00000 Configuration derived in 2 dimensions Stimulus Coordinates Dimension 1(taste) 2(awareness) Number Name 1 2 3 4 5 6 lays soyapufs otherchi kurkure unclechi bingo .7142 -1.9561 -1.9914 1.2621 1.2692 .7020 .0106 .0201 -.0240 -.0145 -.0056 .0134
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Dimension 2
kurkure
-0.02
otherchips
-0.03 -2 -1 0 1 2
Dimension 1
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Stress = .00000
RSQ = 1.00000
Now in the above matrix I have taken 2 dimentions that is TASTE(dimention 1) and AWARENESS (dimention 2),I have analysised all 6 brands on the basis of 2 dimentions,and I have found the following results-
1.As soya pufs lies in 1st quarter that means consumers like the taste of soya pufs but there is a lack of awareness about soya pufs.
2.BINGO and LAYS lies in 2nd quarter that shows consumers like the taste of both lays and bingo and they are aware about both the brands,as in the above matrix they are very closely located that means there is a close competiton between LAYS and BINGO.
3.KURKURE AND UNCLE CHIPS lies in 3rd quarter, this shows that consumers are equally aware of both the brands but they like the taste of uncle chips as compare to kurkure.and from the above matrix we can obseved that they are also
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closely located that means kurkure is trying to reach at the same pssition which uncle chips is holding.
4.Other chips comes under the 4 th quarter that shows that consumers neither like the taste of any other chips nor they are aware of that.
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7.MAJOR FINDINGS 1.Out of 800 consumers,51% are males and only 49% are females.
3.
OUT
OF
800
PEOPLE
13%are
professionals,9%are
4.. out of 800 respondents ,97% of consumers buy chips and only
5.
33%
respondents
prefer
LAYS,14%
prefer
KUKURE
,34
%BINGO,13 % Of them prefer UNCLE CHIPS ,2% Haldirams chips , 3% prefer soya pufs
TASTE,20% people
purchase CHIPS because of BRAND NAME,20% people purchase CHIPS because of PACKAGING,15% people purchase CHIPS because of PRICE ,11% people purchase CHIPS because of BRAND AMBASSADOR 8%people purchase CHIPS because of EASY
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7.. Out of 800 consumers 98% have seen the ADVERTISEMENT and
remember the advertisement of BINGO.,16% people remember the advertisement of UNCLE CHIPS,21% people remember the
advertisement of KURKURE,4% people remember the advertisement of HALDIRAMS CHIPS,3%people remember the advertisement of SOYA PUFS,1%people remember the advertisement of ANY OTHER.
9..24%
people
remember
the
advertisement
because
of
CREATIVITY. 25% people remember the advertisement because of BRAND AMBASSADOR,11% people remember the advertisement because of THEIR IDEA OF DELIVERING THE MESSAGE.,25%people
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remember the advertisement because of FREQUENCY OF DD.,15% people remember the adverisement because of LOGICAL REASON.
11.194 respondents gave 1st rank to creativity.,235 respondents gave 2nd rank to creativity,186 respondents gave 3 rd rank to creativity,106 respondents gave 4th rank to creativity, 79 respondents gave 5 th rank to creativity.
12.196 respondents gave 1st rank to brand ambassador.,216 respondents gave 2nd rank to brand ambassador., 93 respondents gave 3rd rank to brand ambassador.185 respondents gave 4th rank to brand ambassador.110 respondents gave 5 th ambassador. rank to brand
13.90 respondents gave 1st rank to idea of delivering the message.151respondents gave 2nd rank to idea of delivering the message 129 respondents gave 3rd rank to idea of delivering the message.208 respondents gave 4th rank to idea of delivering the message,222 respondents gave 5th rank to idea of delivering the message
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14.204 respondents gave 1st rank to frequency of dd,101respondents gave 2nd rank to frequency of add,212 respondents gave 3 rd rank to frequency of add,173 respondents gave 4 th rank to frequency of
15.116 respondents gave 1st rank to logical reason,97 respondents gave 2nd rank to logical reason,180 respondents gave 3 rd rank to logical reason.128 respondents gave 4 th rank to logical reason,279 respondents gave 5th rank to logical reason. 16.158 respondents gave 1st rank to brand name.200 respondents gave 2nd ank to brand name,195 respondents gave 3 rd rank to brand name,100 respondents gave 4th rank to brand name,85 respondents gave 5th rank to brand name,42 respondents gave 6 th rank to brand name,20 respondents gave 7th rank to brand name.
17.160 respondents gave 1st rank to price.175 respondents gave 2 nd rank to price.156 respondents gave 3 rd rank to price.115 respondents gave 4th
t
rank to price.58
respondents gave 6th rank to price.56 respondents gave 7th rank to price
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18.204 respondents gave 1st rank to network.106 respondents gave 2nd rank to network.116 respondents gave 3 rd rank to network.175 respondents gave 4th rank to network.78 respondents gave 5 th t rank to network.90 respondents gave 6 th rank to network.31 respondents gave 7th t rank to network..
19.66 respondents gave 1st rank to brand ambassador.108 respondents gave 2nd rank to brand ambassador 78 respondents
gave 3rd rank to brand ambassador,103 respondents gave 4 th rank to brand ambassador ,22 respondents gave 5 th ambassador,101 respondents gave 6th
t
rank
20.80 respondents gave 1st rank to after sales service,97 respondents gave 2nd rank to after sales service,94 respondents gave 3 rd rank to after sales service,122 respondents gave 4 th service,100 respondents gave 5th
t
respondents gave 6th rank to after sales service,198 respondents gave 7th t rank to after sales service.
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21.124 respondents gave 1st rank to customer care service.,89 respondents gave 2nd rank to customer care service,82 respondents gave 3rd rank to customer care service,70 respondents gave 4 th rank to customer care service 175 respondents gave 5th
t
respondents gave 6th rank to customer care service,156 respondents gave 7th t rank to customer care service
22.8 respondents gave 1st rank to any other.25 respondents gave 2 nd rank to any other,79 respondents gave 3 rd rank to any other,30
t
rank to any other,296 respondents gave 6 th rank to any other,37 respondents gave 7th t rank to any other
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8.SUGGESTIONS
Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer.
The company should make hindrance free arrangement for its customers/retailers to make any feedback or suggestions as and when they feel.
The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one. It is always better to be first than being better.
The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same
The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the whole market as a whole.
The company should be always in a position to receive continuous feedback and suggestions from its customers/ consumers as well as from 75
The market and try to solve it without any delay to establish its own good credibility..
The visibility of any product plays an important role in making the customer , aware about it and is vital for the growth and development of any product.
For their advertisement they can also introduce a brand ambassador ,because most of the consumers remember advertisement because of their brand ambassador.
As far as BINGO is concerned; its doing a good job but, it has to remain aware of the efforts being made by its competitors like LAYS and KURKURE as they are also investing heavily on improving their visibility.
A strong watch should be kept on distributors also, because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND.
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9.CONCLUSION
During the course of the project I realised that the customer willingly answered the closed end questions. From the analysis of the data collected and from the experiences I have reached the following conclusions: BINGO is most popular amongst its users mainly because of its TASTE,
BRAND NAME,INNOVATIVENESS Thus it should focus on good taste so that it can capture the major part of the market.But most of the consumers prefer lays as their 1st preference ,then bingo.
We come to the conclusion that visibility affects the sales of project in a very special way and in terms of the advertisements lays is lacking behind,.mostly consumers remember the advertisement because of the frequency of add , brand ambassadors and creativity. After acquiring a new customer, there is lot of importance of its retention also. This can be done only by providing extra flavours and good taste In todays scenario, customer is the king because he has got various choices around him. If you are not capable of providing him the desired result he will definitely switch over to the other provider. Therefore to survive in this cutthroat competition, you need to be the best. Customer is no more loyal in todays scenario, so you need to be always on your toes.
We feel that there is cutthroat competition between lays,bingo, so to be on top of mind of the customers they need to do something outstanding every time 77
The responses may vary as some people did not want to come up with real answers.
The people were busy in their own work so they might not have given actual responses..
Limitation of time.
of saharanpur,dehradun
And like any other research the limitation of personal bias of respondents limits the scope of the study.
The findings are based on the survey conducted in the month of JULY and AUGUST, the results may vary in other months.
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Davis Womans Jounal of Food Science and Technology, July 31 ,07 Food Quality and PreferenceVolume 19, Issue 8, Pages 719-726 By Stephen Daniells, 07-Oct-2008
Kotler Philip, Marketing Management,Pearson Education.
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12.ANNEXURE
QUESTIONNAIRE
1.NAME: ..
GENDER MALE FEMALE ADDRESS OCCUPATION PROFESSIONAL BUSINESSMAN SERVICE STUDENT ANY OTHER
2.AGE :
15-20 21-35 36-45 46-55 55 AND ABOVE
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UNCLE CHIPS HALDIRAMS CHIPS SOYA PUFS ANY OTHER (PLEASE SPECIFY)
5.About
CHIPS what do you like the most?(PLEASE RATE THEM from 1-6) BRAND NAME TASTE EASY AVAILABILITY PACKAGING PRICE BRAND AMBASSADOR ANY OTHER (PLEASE SPECIFY)
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TASTE(1-5)
AWARENESS(1-5)
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