CHEIL RESEARCH FOR DAIRY BEST

First of all, can you tell me something about yourself? Probe Family set up Daily routine / Lifestyle Interests & hobbies Media habits Healthy habits About children Other mentions

There were 8 people in the Focus Group Discussion we conducted in the Cheil office and most of them were housewives barring a few who were working as either teachers or in some offices in Gurgaon itself. Most of them were in a nuclear setup (Husband and 2-3 kids) and they were the consumers as well as the customers of milk and milk products. Their daily routine was home-office-home again. Working for more than 15 hours either involved at the work place or household chores. No particular interests as such apart from watching the popular shows on TV like Bade Ache Lagte ho. Most of them were aware about the age-old brands. Though most of them considered their health to be secondary because they could not denote enough time to themselves Section 1 Category understanding perception , purchase process & choice drivers Why is milk important? Emotional value / functional value Milk is important from both the functional and emotional perspective. Calcium is the key ingredient of milk and thus is very important for the healthy formation of bones. It helps to keep them strong. It is considered as a wholesome meal and thus completes the childs nutrition for the day. It is the first thing the kid has in the morning and is easier to digest than any of the other food items. When people think about a balanced diet they either think about eggs or milk. But eggs not everyone can have so milk is the next best option. It is something which can be had in any season in comparison to eggs which heats up the body in summers (as the popular thought goes) and vegetarians cant have it. Milk is for everyone and not just the kids. But on the priority list the kids come first and then the parents. Because for the kids the complete nutrition for the day will come for milk and they usually dont have other things like elders can. Emotionally, it gives a kind of a psychological satisfaction to the parents because of its pure nature. Also, the first relation the kid has with the mother through milk only What kind of milk do you buy? Tetra/ poly/ open Usually the TG prefers to buy Amul poly packs rather than going for Tetra packs as they feel that the latter is not pure and has synthetic ingredients and preservatives in them What milk is normally consumed? Full cream/ toned/ double toned / skimmed What is the difference? For the kids, the TG prefers to buy Full cream milk because there is a mental notion that this type has the most nutrients and gives the kid the right kind of diet for the day. Also, the taste is very good and is preferred by most. Double Toned: The parents have it rather than full cream milk. It is usually used to prepare certain milk products at home like curd and paneer. Toned: The general perception that was seen amongst the TG was that this type of milk has been stripped down of all its nutrients. The spouses feel that its diluted with water, even though most of them do not know about its composition still they prefer full cream/ double toned to this type.

Ad testing for Dairy Best

CHEIL RESEARCH FOR DAIRY BEST

What literage is consumed in your house? Milk is used for what all purposes? Lot of usage of milk: It is used to make various milk products like paneer and curd. The consumption of milk goes up in summers because the family prefers to have banana/ mango shake, cold coffee and Roohafza. People usually tend to have lot of additions to the milk to add variety to their daily intake. Psychologically, it becomes difficult to give the kids plain milk as they always prefer variety. ASK ALL:Your perception about milk purity today None of the respondents really knew about the composition and ingredients in the milk. If it is explicitly stated then its a different thing Evaluation Your purchase of a new milk brand depends upon Probe Experience of others with the brand My own past experience with brand From what retailer told me From the advertisements on the brand Based on offer / promotion given with the brand Other mentions Mostly the final purchase depends on the word of mouth and when the TGs close friends and family members recommend them about a particular brand. There own experience with the brand is mostly based on the trust factor the brand has build over the years. The retailer never mentions anything as such. The general belief that is seen is that Amul is the only brand which gives the purest kind of milk and the rest are powdered or synthetic variants. Parameters of evaluation What is your definition of a good milk brand? Probe A certain Image of the brand conventional/ Modern / regional / Trusted / Healthy / Homely Origin of brand Routine purchase / habit Technology New & Advanced Vs Old & Trusted Taste & smell Additional nutritional value Price Offers / promotions Possibility of making milk products out of it Longer shelf life Which of these are important for you? Which of these is most important? Why is each of these aspects important? (ASK FOR EACH SEPERATELY) Please refer to the drafted questionnaire Consideration Which all milk brands are you aware of? Specific reason to opt for the current one. Which all milk brands you have not considered ever? Why? How did each of the brands you considered at least once fare on each of these various parameters that you consider important? The top of the mind recall were for brands like Paras, Amul, Nestle Tetrapak, Mother Dairy, Parag, Vita, Nanak. If no Amul then people might go for Mother Dairy. Paras is also used to make Lassi. People also pick up milk from the DMS booth if no other alternative is available but that is there last option. The TG usually uses tetrapacks for travel related needs because they have a general notion of it being synthetic and full of preservatives. Amul was the most trusted brand and the fact that it curdles within 2 days shows that it is fresh and has a limited shelf life. This is actually an indicator of it being of good quality. The advertisements in case of milk does not make much of a difference to the TG but they will still try a new brand out of curiosity

Ad testing for Dairy Best

CHEIL RESEARCH FOR DAIRY BEST

Choice process Who in your family played the most crucial role in influencing your purchase? Who made the final decision on which brand to buy? When you tried _____________ (MENTION BRAND PURCHASED)? What tilted your decision in favor of _________ (MENTION BRAND PURCHASED)? Its not just about the choice but also the accessibility, lot of brands are not easily available also. Usually the lady of the house picks up the milk brand that will be used but also depends on the taste of the kids and what they prefer. Milk is also used to make the tea and is one of the most essential ingredients and thus whoever consumes that has a say in the final purchase. Kids might not negate a particular brand if it is in the form of a milk product like curd/ paneer Section 2 Brand Equity ASK THE FOLLOWING FOR AMUL/ MOTHER DAIRY/DAIRY BEST Spontaneous associations Can you tell me what comes to your mind immediately when I say - _____________ (MENTION BRAND)? Probe o Colours & Shapes o Signs, symbols, logos o Thoughts & feelings o Moods & Occasions o Other mentions All the respondents had tried Amul and Mother Dairy but none of them had tried Dairy Best. One of the respondents had attended a sampling session that was conducted by Dairy Best at IFFCO Chowk Metro Station and felt that the pricing in comparison to the competitors is slightly high. The only thing is that Milk is a very important product and thus a new brand is not accepted willingly. Personification Now we will do something different. Suppose all of a sudden you were to get magical powers using which you can convert any non living thing into living & vice versa. Using these powers, if I ask you to convert Amitabh Bachhan into a building, what kind of a building would this be? Similarly if I were to ask you convert Dara Singh into a building, what kind of a building would this be? What would be the difference between these 2 buildings? EXPLAIN HOW THEY HAVE TRANSFORMED HUMAN TRAITS INTO BUILDING TRAITS Similarly, if I were to ask you to convert _____ into a human being, what kind of a human being would this be? Probe Age & gender Appearance Personality Lifestyle Other mentions What kind of relationship would you have with him / her? Why? Amul: Blue/ Green denotes it being pure and natural and without any preservatives, The blue color also denotes it being a cool brand. The only image that one can focus on is the cute Amul girl. Another name that the respondents could relate to was of Amitabh Bachhan & Dharmendra. Old, trusted, hasnt done even one bad thing in his life and career. Non-Controversial/ Unadulterated, good family person. Raj Kapoor/ Kareena Kapoor: Fair & Attractive, look fit. The general notion of if people increase their consumption of milk then they will have fair skin. Dr. Varghese: The founder of AMUL. He made sure that milk was available to everyone and worked actively on the distribution channel.

Ad testing for Dairy Best

CHEIL RESEARCH FOR DAIRY BEST

Mother Dairy: Sreesanth: Always under doubt. Shahid Kapur: Tries really hard but cant come on top. Gives the notion of a Government run office. Though the TG felt that no brand is good or bad. If not for direct consumption it can still be used for other things. Also, the Mishti Dahi and Chanch is really good. Dairy Best: The advertisements are really good and the packaging is very attractive. The explicit mention of it containing Calcium (The other name for milk) and Vitamin A, D is good but that can never be taken as a unique selling point. Some of the respondents felt that it is a normal ad and there is nothing extra in it. Nutrients is there in every milk but the fact that we are stating it is not something that will help in increasing sales. It can act in a negative manner as well where people will The vote is divided though the difference in the tone of communication in comparison to other brands is well appreciated. The kid is offering the Mom, milk and not vice versa shows that they care (Role Reversal). At times the kids try to copy us and this advertisement rightly brings that forward Milk is something which is healthy and important, it is also a very integral part of her life. Product benefits are fine but nothing that will induce the TG to buy the product. There is no believability as such though just out of curiosity they might try it once. The TG is trying to find an alternative to Amul (TRUST & TASTE). They might give up on the trust factor a bit but taste cannot be compromised on. There is a mental blockage for taking extra supplements in case of milk though if they are getting it they dont mind. No compromises on purity. The TG wouldnt mind taking something extra in case of Bournvita/Horlicks/Complan. User Imagery In what kind of a household do you expect to see _______________ (MENTION BRAND)? Who will buy it? Probe Description of household Appearance Members of household Occupation & Income level Their behaviour Their Lifestyle Personality traits Other mentions World of brand Suppose using these magical powers, I asked you to create a world of ____________ (MENTION BRAND), what kind of a world will this be? Probe Appearance Overall landscape, Roads & buildings etc Kinds of people in this world o Their appearance o Age & gender o Occupation & income profile o Their lifestyle o Personality traits Other mentions Anyone and everyone who wants to try something new will definitely buy it. The TG likes to watch TV advertisements as it gives credibility to the brand if they have a TVC running. The brand is not considered local, but that does not mean that the tone of communication of the advertisement hold no importance. The Ad also comes across as a something which is meant for the working class women and not kids because it is encouraging women to pay that extra attention. The communication is ambiguous as its not just for them but also for kids and Dads. Kids are also very aware nowadays and they will definitely encourage the Moms to drink milk considering the fact that they are working for more than 15 hours.

Ad testing for Dairy Best

CHEIL RESEARCH FOR DAIRY BEST

Section 3 Feedback to ads Now I want you to look at something. EXPOSE AD OPTION 1 Ok, now tell me what was the first thought(s) that came to your mind when you saw this ad? Overall Appeal, likes & dislikes What is your opinion on this ad did you like it or not? How many marks will you give it on 10? What did you like about the ad? Did you enjoy seeing this ad? Why? Why not? What did you not like in the ad? Why do you say so? Execution feedback Can you narrate to me what all did the ad say? Recall check (special check for nutrification) What emotions triggered when you saw the ad? o Was it funny, emotional, what? o Did it touch you or nothing really? o Does it connect well with a milk brand? Why? Why not? Message take out (special check for Nutrification) What is the one key message that the ad is trying to give? What makes you say so/ What parts of the ad do you derive this message from? What other key messages are you deriving from this ad? What else.. Is this message any different from what other milk brands say? How? Is there a product benefit that the ad is talking about? If yes, what is it? Where did you pick it up from? Is it clearly/ directly stated or you have to interpret/ decode it? Credibility & relevance Pick Nutrification depending upon consumers mention Do you wish to believe what is being said or shown here? Why/ Why not? What makes you feel like believing it the way it is shown or because it is being said by someone or the brand? Is there anything in the ad that you find difficult to believe? What makes you feel this way? Do you feel it is relevant for you? Why or why not? What in the ad you feel it is relevant? What is not relevant? Do you think it is relevant for a milk brand to say something like this? Differentiation Is Nutrification a new message? Does it stand out amidst other milk brands claims? What is your reaction when it tells you that there are additional vitamins and minerals? Consistency Show the second ad Do you think this ad is saying the same thing as the earlier one? What all is similar? Is there anything different in terms of messaging? In terms of the creative layout Impact on imagery Ok... so after seeing this ad, what do you feel about Dairy Best Milk? What kind of a milk brand is it? What kind of people do you think will go for Dairy Best milk after seeing this ad? Impact on ITB After looking at this ad, would you like to consider buying Dairy Best Milk? Why or why not? The first Ad (Mom Pehle Doodh Piyo Phir kaam). The other ad (Mumma doodh piyo no bahana) is very generic (Ma poora doodh finish karo) is also like that. Elders would not leave the milk anyways considering the fact that they are old and responsible. They will buy any brand of milk as long as it comes close to the taste of Amul.

Ad testing for Dairy Best