EXECUTIVE SUMMARY

In 1991 we opened our country to foreign brand ! A per t"i #ibera#i$ation po#icy %any a foreign p#ayer &entured into our country finding it a #ucrati&e #arge %a %ar'et! India( %ar'et potentia# #ure foreign co%panie ! Many internationa# co%panie t"at &entured in after 1991 are ta##ying t"eir profit and #o e and wondering w"at t"e future "o#d for t"i %ar'et of 9)* %i##ion peop#e! +ut India i a di&er e country w"ere different tate "a&e different con u%ption pattern and cu to% ! T"u co%petition "a beco%e t"e 'ey word in today( cenario! Ti## 19,*( and -*( Maggie and .i an were t"e %a/or 'etc"up brand but after #ibera#i$ation 0ein$ entered Indian %ar'et w"ic" offered toug" co%petition! T"e e %a/or giant are a# o facing co%petition fro% %any #oca# p#ayer #i'e Top 1 Cre%ica and ot"er #oca# brand ! T"roug" t"i pro/ect we "a&e tudied 2 3( of %ar'eting %i4 w"ic" inc#ude 3R56UCT1 3RICE1 37ACE and 3R5M5TI58 for Maggi To%ato .etc"up! 3roduct "ig"#ig"t &ariou attribute of t"e product! 3rice "e#p u in ana#y$ing w"et"er it i co%petiti&e#y priced or not! 3ro%otion "owca e w"ic" %ode of pro%otion i %o t effecti&e and "ow do con u%er re pond to &ariou ce#ebrity endor e%ent ! 3#ace focu e on efficiency of di tribution networ' of Maggi To%ato .etc"up! 9e "a&e a# o drawn out o%e inference by app#ying &ariou :SI;8 TEST(! tati tica# too# #i'e

Toward t"e end we "a&e ugge ted o%e reco%%endation a a group on "ow can we i%pro&e t"e %ar'eting %i4 of t"e product!

8e t#<1 w"ic" wor#d 'now a cautiou and con er&atory co%pany i a Swi originated 12* year o#d Mu#tinationa#! T"e %an at t"e "e#% i Swi nationa# Car#o 6onati1 an a## in piration and i%age of t"e co%pany! 0i p"i#o op"y i :botto% #ine dictating top #ine( ba ed on de#egation and decentra#i$ation! It re u#ted fro% a %erger in 19*) between t"e Ang#o=Swi Mi#' Co%pany for %i#' product e tab#i "ed in 1->> by t"e 3age +rot"er in C"a%1 Swit$er#and and t"e ?arine 7act<e 0enri 8e t#< Co%pany et up in 1->, by 0enri 8e t#< to pro&ide an infant food product! T"e fir t 8e t#< factory to begin production in t"e United State wa opened in ?u#ton1 5 wego County1 8ew Yor'!

8e t#< India 7td! @8I7A1 t"e Indian ub idiary of t"e g#oba# ?MC; %a/or1 8e t#< SA1 introduced t"e Maggi brand in India in 19-B1 wit" it #aunc" of Maggi B Minute 8ood#e 1 an in tant nood#e product! 8e t#< India( bu ine ob/ecti&e and t"at of it %anage%ent and e%p#oyee i to %anufacture and %ar'et t"e Co%pany( product in uc" a way a to create &a#ue t"at can be u tained o&er t"e #ong ter% for con u%er 1 "are"o#der 1 e%p#oyee 1 bu ine partner and t"e nationa# econo%y!

T"e product %i4 of 8e t#e India con i t of %i#' product and baby product @2B!)CA1 be&erage @B9!D CA1 proce ed food @12!2 CA1 c"oco#ate and confectionary @1D!- CA! 8e t#e India p#an to e4pand bu ine into i%i#ar and di&er ified product categorie ! T"e %anage%ent want to #e&erage a## t"e "ard wor' done to e tab#i " a particu#ar brand by e4tending t"e brand in o%e ot"er area 1 w"ere it ee an opportunity to %a'e furt"er %oney! In ot"er word to deri&e t"e %a4i%u% benefit fro% "a&ing e tab#i "ed t"e brand 8e t#e did e4act#y1 w"at it wanted wit" one of t"eir brand = Maggi!

5b/ecti&e of t"e tudy In t"i pro/ect1 our %ain focu wa to ana#y$e To%ato .etc"up ta'ing into con ideration t"e 2 3( of t"e %ar'eting %i4! E To ana#y$e &ariou product attribute of .etc"up F Sauce and it %anage%ent in t"e current cenario!

E To tudy t"e entire di tribution %i4 of t"e product #ine! E To critica##y co%%ent on t"e pricing trategy adopted by t"e co%pany! E 7a t#y our tudy wi## a# o focu on t"e &ariou pro%otiona# a pect of t"e brand in #ieu of 'etc"up and a# o pro%otiona# %i4 of t"e product #ine! A## t"e e ob/ecti&e were to ana#y$e t"e perfor%ance of a particu#ar product #ine of a brand fo##owed by t"e ugge tion w"ic" we a a group "a&e gi&en in order to i%pro&e t"eir perfor%ance in t"e future and a# o #earned &ariou u efu# a pect w"ic" t"ey "a&e de&i ed and i%p#e%ented t"at "a bettered t"eir perfor%ance! Scope of t"e Study T"e brand &a#ue of 8e t#e i G9!11bn w"ic" i appro4i%ate#y )C of t"e enterpri e &a#ue a in Augu t B**-@SourceH T"e dai#y new paper /ourna# IT"e MintJ dated 1, Septe%ber1 B**-A! According to t"i report1 8e t#e i reported to be a%ong top 1** brand g#oba##y po itioned at ,,t" p#ace wit" a brand rating of IAAAJ! 7a t year1 it wa po itioned at -,t" pot! T"e 'etc"up %ar'et in India i e ti%ated to be around R BB* crore1 #arge#y do%inated by 8e t#<( Maggi t"at own 2,C of t"e %ar'et and t"e .i an t"at own B>C! ;#oba##y1 itK on#y a b#ip= but India con u%e about 1D1-** ton of 'etc"up a year! T"e Co%pany #aunc"ed a new &ariant of Maggi To%ato .etc"up ca##ed I3ic"'ooJ!

A "ig"er=t"an=e4pected increa e in raw %ateria# price i po ing a bigger t"reat for t"e co%pany a of now but pa t "a&e pro&ed t"at t"eir inno&ati&e %ar'et trategie "a contributed a #ot to t"eir o&era## growt"! T"roug" our tudy we "a&e deter%ined t"e po iti&e and negati&e product attribute and t"u deter%ined t"e e4pectation of t"e product! T"i infor%ation can be u ed by t"e co%pany for furt"er product %odification! 9e a# o deter%ined t"e acceptabi#ity and adaptabi#ity toward introduction of new &ariant !

MA;;I Maggi i an o&er 1**=year=o#d 8e t#< brand of in tant oup 1 toc' 1 boui##on 1 'etc"up 1 auce 1 ea oning and in tant nood#e ! T"e origina# co%pany ca%e into e4i tence in 1-,B in Swit$er#and1 w"en Lu#iu Maggi too' o&er "i fat"erK %i##! It

I1 'nown wor#dwide for inno&ation and Mua#ity wor#dwide1 under tand t"at con u%er are u ua##y under great pre ure in ter% of ti%e1 budget1 coo'ing 'i## etc and t"erefore trie to e tab#i " a bond t"roug" gi&ing idea and ad&ice t"at %a'e pro&iding food ea ier! T"i re u#t in t"e food pro&ider being appreciated by fa%i#y and friend ! Maggi a a brand i g#oba##y 'nown in t"e product category of boui##on or oup cube ! 8e t#e decided to introduce Maggi brand in India in t"e a%e product category! T"i oup wa initia##y te t %ar'eted in 19...oan food "abit "a&e o%e i%i#arity wit" we tern "abit ! ?ortunate#y for t"e co%pany1 t"e te t turned out to be po iti&e and Maggi beca%e an accepted brand in India! Maggi "a faced #ot of "urd#e in it /ourney in India! T"e ba ic prob#e% t"e brand faced i t"e Indian 3 yc"e! Indian 3a#ate i not too ad&enturou in ter% of trying new ta te ! T"at %ay be t"e rea on w"y we are ti## tuc' wit" Id#i and Sa%b"ar! So a new product wit" a new ta te t"at too fro% a different cu#ture wi## "a&e difficu#ty in appea#ing to Indian %ar'et! A of now1 Maggi i t"e brand for B=%inute nood#e 1 C"ine e nood#e 1 'etc"up and auce for 8e t#e! A per t"e #ate t a&ai#ab#e data1 a#e of Maggi B=%inute nood#e in India are "ig"e t a%ong a## ot"er 8e t#e product wor#dwide! Ana#y t ay 8e t#e1 w"ic" faced one of t"e %o t c"a##enging year in t"e ?MC.era#ite are not conducti&e to t"e idea of drin'ing oup1 te t %ar'eting of t"e brand e4tended to .oa wit" t"e idea t"at .era#a! T"e re pon e wa not encouraging! 0a&ing t"en rea#i$ed t"at t"e dietary "abit of ..Muic'#y beca%e a pioneer of indu tria# food production1 ai%ing at t"e i%pro&e%ent of t"e nutrition of wor'er fa%i#ie ! 5&er ti%e t"e cope of MA.2 in .I product %ar'eted wor#dwide in e&era# countrie ! T"e e inc#ude de"ydrated boui##on1 granu#ated ea oning1 oup 1 recipe %i4e 1 nac' 1 fro$en food 1 etc! In 1->D Lu#iu Maggi de&e#oped a for%u#a for bring added ta te to %ea# 1 w"ic" #ater beca%e #ead to t"e beginning of Maggi and con&enience food product ! MA.I "a been e4tended fro% a predo%inant#y de"ydrated coo'ing aid brand toward a genera# a&ory food brand inc#uding %any type of ready %ea# and a# o fro$en food! T"i i in #ine wit" t"e fact t"at peop#e a## o&er t"e wor#d are coo'ing #e and #e fro% cratc"! T"ere i a wide range of MA. indu try in B**D1 "a rea#i ed t"at un#e it continuou #y inno&ate in an endea&our to pro&ide &a#ue=for= %oney to con u%er 1 t"e co%panyK botto%#ine %ay be i%pacted in t"e #ong run! .

ETC0U3 Maggi To%ato .etc"up in Indian %ar'et oon! So%e of t"e un'nown #oca# brand of cour e ti## e4i ting on#y on price co%petition! T"e price co%petition "a a# o 'ept o%e of t"e ot"er categorie of food product ti## a#i&e! At a ti%e w"en .I T5MAT5 .etc"up and around t"at ti%e t"e co%petition ca%e fro% Maggi == a 8e t#<( brand! 9it" Maggi #aunc"ing e&era# &arietie of To%ato .etc"up 0ein$ i ti## waiting and watc"ing! It wa e4pected t"at t"ey wi## #aunc" To%ato .i an t"at own B>C! Upto %id eig"tie .i an wa e##ing it 'etc"up in )** g%! 8e t#e decided upon 2** g% bott#e to gi&e t"e con u%er a :price= point( ad&antage! T"e %ain #aunc"ed it product a## o&er India! T"e %ain focu ing a pect of t"eir ad&erti e%ent wa :w"at 'etc"up doe to your food= ta ty and %ore pa#atab#e! It wa a &ery c#e&er %o&e1 w"ic" pa&ed way for ub eMuent &ariant uc" a 1! To%ato C"i##i .i an "ad beco%e generic to to%ato auce1 Maggi ca%e in wit" it auce range! Maggi wa t"e up tad newcorner w"o ca%e in wit" a #oud aggre i&e nationa# bur t! It did not co%e in wit" one1 but wit" a range of auce in order to increa e %ar'et "are and e4pand t"e %ar'et by offering %ore u age occa ion 1 bring con u%er wit" different need into t"e Maggi Sauce fo#d and weaning away u er of different brand to Maggi! ?ro% a %ar'et "are of 12C in 19-)1 Maggi Sauce now en/oy a "are of about )*C of t"e %ar'et! MA.T5MAT5 .etc"up i pri%ari#y a ta te en"ancer1 gi&ing t"e food pro&ider ta te1 aro%a and a# o contain iodi ed a#t! 8e t#e wa eriou #y wor'ing on brand e4ten ion to #e&erage brand ucce in o%e potentia# product categorie ! T"e co%pany fina##y decided to enter 'etc"up %ar'et wit" t"e brand Maggi! ?ina##y in 19-) w"en Maggi nood#e "ad reac"ed 2*** tonne bu ine 1 t"ey en ured t"e e tab#i "%ent of t"e brand Maggi and #aunc"ed t"eir Maggi 'etc"up! Mar'et #eader .ETC0U3 T"e 'etc"up %ar'et in India i e ti%ated to be around R BB* crore1 #arge#y do%inated by 8e t#<( Maggi t"at own 2..etc"up "ort#y! T"e bigge t g#oba# p#ayer in To%ato .C of t"e %ar'et and t"e .i an and Maggie fig"ting nec' to nec' ot"er %a##er but e tab#i "ed brand #i'e 6ipyK fro% 0erbert on 1 Vo#fruit fro% Vo#ta 1 8oga of 8agpur 5range ?ederation and SunSip of 9i%co gradua##y di appeared fro% t"e %ar'et! 6e#%onte now "a /oined "and wit" 3ao%a Indu trie 1 t"e %anufacturer of Ra na +rand of oft drin' concentrate and i e4pected to #aunc" To%ato .i an wa t"e nu%ber one brand in To%ato .etc"up t"ere wa a growt" in t"e %ar'et! 9it" .

etc"up @9it" onion F gar#icA E Tee'"a Ma a#a E To%ato C"atpat E To%ato 3udina MAR.etc"up E 0ot F Sweet E To%ato .ar#ic 3R56UCT 7I8E E To%ato .B! Ma a#a C"i##i D! C"i##i . MIX Mar'eting deci ion genera##y fa## into t"e fo##owing four contro##ab#e categorie H E 3roduct E 3rice E 3#ace @di tributionA E 3ro%otion T"e ter% N%ar'eting %i4N beca%e popu#ari$ed after 8ei# 0! +orden pub#i "ed "i 19>2 artic#e1 T"e Concept of t"e Mar'eting Mi4! +orden began u ing t"e ter% in "i teac"ing in t"e #ate 192*K after La%e Cu##iton "ad de cribed t"e %ar'eting %anager a a N%i4er of ingredient N! T"e ingredient in +ordenK %ar'eting %i4 inc#uded product p#anning1 pricing1 branding1 di tribution c"anne# 1 per ona# e##ing1 ad&erti ing1 pro%otion 1 pac'aging1 di p#ay1 er&icing1 p"y ica# "and#ing1 and fact finding and ana#y i ! E! Lero%e McCart"y #ater grouped t"e e ingredient into t"e four categorie ! T"e e are t"e 2 3( of Mar'eting Mi4! T"e e four 3K are t"e para%eter t"at t"e %ar'eting %anager can contro#1 ub/ect to t"e interna# and e4terna# con traint of t"e %ar'eting en&iron%ent! T"e goa# i to .ETI8.

ETI8. MIX Mar'eting deci ion &ariab#e are t"o e &ariab#e under t"e fir%K contro# t"at can affect t"e #e&e# of de%and for t"e fir%K product ! T"ey are di tingui "ed fro% en&iron%enta# and co%petiti&e action &ariab#e t"at are not tota##y and direct#y under t"e fir%K contro#! It i a great way to "e#p u focu on t"e e#e%ent of a good %ar'eting p#an t"at we canKt contro# but %u t be aware of and anticipate uc" a H = new co%petitor 1 = new #egi #ation1 = c"ange in con u%er confidence1 = c"ange in con u%er ta te O and T"e four %ar'eting deci ion &ariab#e areH 3rice &ariab#e E A##owance and dea# E 6i tribution and retai#er %ar'=up E 6i count tructure 3roduct &ariab#e E Pua#ity E Mode# and i$e E 3ac'aging E +rand E Ser&ice 3ro%otion &ariab#e E Ad&erti ing E Sa#e pro%otion .%a'e deci ion t"at center t"e four 3K on t"e cu to%er in t"e target %ar'et in order to create percei&ed &a#ue and generate a po iti&e re pon e! 2 3( of MAR.

E 3er ona# e##ing E 3ub#icity 3#ace &ariab#e E C"anne# of di tribution E 5ut#et #ocation E Sa#e territorie E 9are"ou ing y te% T"e 2 3 of %ar'eting c#a ify t"e contro##ab#e e#e%ent of your %ar'eting p#an! 3roduct1 p#ace Qdi tributionR and pro%otion are a## e4pen e O price bring in re&enue! MA.etc"up @9it" onion F gar#icA1 to%ato c"atpat1 Tee'"a %a a#a1 To%ato pudina! E T"e product i brig"t red in co#or! E T"e t"ic'ne 3R56UCT E It i a&ai#ab#e in different &ariant H .etc"up and .i gar#icA1 .etc"up! an ..i an To%c"i! E T"e co#our i dar' red! E T"e t"ic'ne 3R5M5TI58 E T"ey pro%ote t"eir product &ery effecti&e#y t"roug" te#e&i ion1 E T"ey "a&e app#ied t"e trategy of brand e4ten ion! E T"ey a# o pon or &ariou coo'ery "ow to pro%ote a#ternate u age of product ! E T"ey a# o u e trategy of free product a%p#e to pro%ote it! i %ore a co%pared to Maggi .i an! .ISSA8 3R56UCT E A&ai#ab#e in different &ariant H Maggi .ar#ic Sauce1 Maggi Ta%arind Sauce1 Maggi To%ato Sauce @9it"out onion F gar#icA1 Maggi To%ato .i an Sauce @no onion no i #e a co%pared to .etc"up Maggi 0ot F Sweet Sauce1 Maggi Ma a#a C"i##i Sauce1 Maggi C"i##i .I .

reat Acco%pani%ent N 37ACE E T"e di tribution networ' i we## pread a it i ea i#y a&ai#ab#e in a## 'irana tore 1 retai# tore etc! 37ACE E T"e di tribution networ' i we## pread a it i ea i#y a&ai#ab#e in a## 'irana tore 1 retai# tore etc! 3RICE E It Maggi Ric" To%atoe i priced at R 9* @1 'g bott#e wit" B*C free offerA and R B> @B** g% bott#eA! 3RICE .i an wa p#ited into two eparate brand 1 one concentrating on tap#e food and ot"er on proce ed food ! T"i %igration trategy pro&ed to be &ery co t#y for bot" .etc"up wa a %ar'et #eader in 'etc"up eg%ent but t"e e e4peri%ent and %yopic trategie pu "ed t"e brand be"ind t"e focu ed and aggre i&e Maggi! E So a## t"roug" t"e period B**1=B**)1 .i an wa rebranded a .i an wa in a tic'y wic'et! +ut now according to report 1 t"e brand %andarin of 0U7 i now c#ear about .i an wa ynony%ou wit" La% and SMua "e during it initia# year ! .E Ce#ebrity endor e%ent ! Eg! La&ed Lafferi 3R5M5TI58 E 7e pro%oted a co%pared to %aggi! E 8o particu#ar ce#ebrity endor e%ent! E T"e utter confu ion regarding t"e #ong=ter% trategy for .i an and Annapurna brand! .i an w"ic" ta'e a uniMue &iew of .i an .etc"up! Ta'ing t"e tag#ine N Aao banaye pa'ode be"tarN tran #ated to N Ma'ing 3a'ode ta te betterN! In t"e e erie of ad 1 t"e brand p#ay a econd fidd#e to t"e %ain nac'! T"e brand ta'e t"e po itioning of a N.i an brand wa &i ib#e t"roug" t"e e4peri%ent t"at were conducted on t"i brand by 0##! E +ut wit" a brand w"ic" "ad a tre%endou eMuity during t"e #ate ninetie and ear#y B***1 0U7 "ad weird p#an ! 5ne of t"e %a/or ca ua#tie of MS +angaK 3ower brand trategy wa .i an Annapurna! .i an Annapurna wa %ar'eting not /a% and Mua "e by Atta1 a#t and ot"er tap#e food ! 7ater Annapurna and .i an! 6uring t"e ear#y B***1 t"e brand .i an a a brand for proce ed food #i'e La% 1 'etc"up and #i'e! T"at c"ange i &i ib#e in t"e recent ca%paign of .

etc"up and .i an To%c"i i priced at R )D @)** g%A! 3R56UCT 7EVE7SH CUST5MER VA7UE 0IERARC0Y T"ere are fi&e eg%ent in cu to%er &a#ue "ierarc"y t"at i H 1! Core benefit B! +a ic product benefit D! E4pected product benefit 2! Aug%ented product benefit )! 3otentia# product benefit! 8ow if we c#a ify t"e e "ead according to our +rand IMaggiJ T"e ICore benefitJ w"ic" Maggie pro&ide i it in tant recipe and a tag #ine w"ic" a ure t"at it i I?AST T5 C55.556 T5 EATJ! T"e I+a ic product benefitJ w"ic" our product pro&ide to our target %ar'et i a good ta te wit" proper nutrition #e&e# and good "ea#t"1 a one of it punc" #ine ay ITa te +"i 0ea#t" +"iJ! T"e IE4pected product benefitJ w"ic" Maggi pro&ide i a proper and a good pac'age w"ic" i &acuu% $ed w"ic" en ure cu to%er a good Mua#ity1 fu##y pac'ed ea oning ta te%a'er F affordab#e price ! In %o t of t"e underde&e#oped and de&e#oping countrie #i'e India co%petition ta'e p#ace in t"e Ie4pected product benefitJ a Aug%ented product benefit tage i ti## to co%e! 3R56UCT 6I??ERE8TIATI58 . F .i an .E It .i an Sauce @no onion no gar#icA are priced at R 91 @1 'g bott#eA1 R 29 @)** g% bott#eA and R >* @>** g% Muee$y pac'A1 w"i#e .

etc"up are fir t of a## it perfect ta te according to t"e Indian touc" F pice 1 it poc'etabi#i#ty factor1 pac'aging1 ea i#y tran for%ation of recipe according to t"e different ta te of con u%er 1 an idea# preparation recipe at t"e bac' of it pac' F abo&e a## it co%petiti&e price ! A according to our ur&ey report we found out t"e perfor%ance #e&e# of Maggi To%ato .3roduct differentiation trategy %ean "ow a particu#ar product i different fro% ot"er on t"e ba i ofH 1! ?or% B! ?eature D! 3erfor%ance Mua#ity 2! Con&enience )! 6urabi#ity >! Re#iabi#ity .etc"up e%p"a i$e a it i Maggi( %ain trengt" w"ic" pro&ide Maggi an edge o&er it co%petitor ! A a## t"e product of Maggi are produced identica# w"ic" fu#fi## it pro%i e to it target %ar'et! Maggi product are durab#e a due to it preparation t"e e product are ea y to tore1 "a&e a #ong "e#f #ife and can be tored at any gi&en te%perature w"ic" i te ted and appro&ed! .etc"up wa e4ce##ent t"ere were &ariou ot"er brand offered to our target %ar'et1 but Maggi pre&ai#ed a t"e winner out of t"e% becau e of it &ariou factor @ta te1 #e con u%ption of ti%e in preparation1 price 1 pac' etc!A Pua#ity i t"e %ain factor on w"ic" Maggi To%ato .! Sty#e According to our product1 t"e for% "ape1 i$e1 p"y ica# tructure of Maggi i &ery attracti&e a it i ea y to carry1 co%e in &ariou pac' and i$e according to cu to%er con&enience! ?or e4a%p#e IMaggi 3ic"'oo 'etc"upJ pac' w"ic" i a %a##er Muantity con u%ption &ariant! T"e &ariou feature of Maggi To%ato .

i an Sauce @.etc"up! T"eir %ain po itioning %e age i :En/oy t"e difference(! 9it" t"e ucce fu# e4ten ion of brand and rig"t po itioning1 8e t#e e%erged a %ar'et #eader in 'etc"up eg%ent by 1999! T"e Con u%er Maga$ine "a pub#i "ed it in="ou e #aboratory te t finding on 1) brand of to%ato auce and 'etc"up fro% acro t"e country and B unbranded a%p#e fro% A"%edabad! 5&era##1 Maggi .-A! I885VATI58 3R5CESS A653TE6 +Y MA.-A and 0ein$ ..I T5 C5M3ETE T0E I3RICE 9ARJS!! .Re#iabi#ity i a# o one of Maggi( trengt"1 a one can a#way re#y on a Maggie product for a particu#ar ta te w"ic" it guarantie t"at i no %atter w"ic" pac' you are buying you wou#d be pro&ided wit" t"e a%e ta te1 aro%a F ea oning! It i an Indian cu to%er( p yc"e t"at Iw"ate&er #oo' good and fee# good wou#d be of good Mua#ityJ o Maggi pac' "ad been de igned 'eeping in %ind t"e a%e concept1 it pro%otiona# c"e%e 1 co#or of t"e pac'age and t"e picture depicted on t"e pac' appea# to t"e cu to%er ! Maggi #e&eraged t"e brand eMuity &ery effecti&e#y! T"e product Mua#ity wa good and t"e co%%unication wa e4ce##ent! T"e brand wa po itioned a a N6ifferentN auce wit" t"e ba e#ine NIt( differentN! +rand I%ageH Young = Teenager1 E&er c"anging1 "u%orou 1 unpredictab#e and Nw"ac'yN Cu to%er were intrigued a to w"at i different about t"e brand and wa curiou to try t"e auce! T"e ad featuring La&ed and 3an'a/ 'apoor wa uperb and funny! It wa created by L9T! T"e new ca%paign are "and#ed by 3ub#ici and t"e ba e#ine "a been c"anged to NEn/oy t"e 6ifferenceN! In t"i ca e e&en t"oug" t"e new ba e#ine NEn/oy t"e 6ifferenceN wa not &ery different fro% t"e o#d one! 9e trong#y fee# t"at t"e brand %anager "ou#d ta'e t"e owner "ip of t"e brand and t"e way it i co%%unicated! If it i #eft to agency a#one1 e&ery ti%e t"e agency c"ange 1 t"e co%%unication c"ange ! T"e e addition %ade a point of difference again t co%petitor( To%ato .9A cored t"e "ig"e t a%ong t"e nationa# brand fo##owed by .etc"up @.etc"up @.

now="ow Tec"no#ogy watc" S5URCES 3rofit Tec"no#ogy tran fer Mar'et en&iron%ent Infor%ation . ?5RCES Recruiting Strategy Training Pua#ity RF6 .now="ow ?a "ion 1 trend S .now#edge S Creati&ity Co%petition Acade%ic In&entor .T t"e inno&ation proce of %aggiSS! 5UTC5ME C58STRAI8TS Ingredient Co t ?or%u#ation Manufacturer con er&ati % 3roce e Pua#ity Additi&e Safety 3ac'aging Con u%er e4pectation Mar'eting Con u%er con er&ati % 6i tribution Socio#ogica#1 3o#itica# 3atent 7ega# SS MEA8S Inno&ation 6RIVI8.

Y T"e pre ent tudy con titute t"e co%pari on of t"e 2 3 of t"e Maggi of 8e t#e India 7td! and .Supp#ier RESEARC0 MET056575.i an of 0indu tan Uni#e&er 7td! T"i wi## be done fro% t"e econdary data co##ected fro% t"e web ite and t"e food con u#tant ! 9e "a&e e tab#i "ed o%e "ypot"e i and o%e inference on t"e ba i of t"e pri%ary data co##ected! T"e tep in&o#&ed in t"e re earc" areH 1! SURVEY MET056S Cu to%er ur&ey for pri%ary dataH 9e a 'ed t"e cu to%er to ran' t"e &ariou attribute on a ca#e of &ery i%portant1 i%portant and not &ery i%portant! To find=out t"e brand perception of &ariou brand 1 paired co%pari on between t"e% i u ed! B! PUESTI588AIRE 6ESI.8 In de igning t"e Mue tionnaire we paid particu#ar attention to t"e content and wording of t"e Mue tion ! T"ere were o%e Mue tion w"ic" cou#d be ea i#y fra%ed! T"e Mue tionnaire wa %eticu#ou #y prepared by identifying t"e &ariou &ariab#e i!e product1 price1 p#ace1 pro%otion! T"e a%e ca#e of ye Uno and &ery i%portant1 %oderate#y i%portant and #ea t i%portant wa u ed to %a'e t"e re pondent co%fortab#e! .

SAM37E C53Y 5? T0E PUEST588AIRE 5+LECTIVEH= To tudy t"e brand preference of Maggi To%ato .i an 0ein$ S%it" F Lone .! 6o you con u%e to%ato 'etc"upV Ye 8o -! 9"ic" brand you prefer t"e %o tV Maggi .etc"up! 1! 8a%eH SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS!! B! 5ccupationH SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS! D! ?a%i#y Mont"#y Inco%eH +e#ow B)*** B)***=)**** )****=1 7ac 1 7ac and abo&e 2! 7ocationH SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS! )! AgeH 1)=B) B)=D) D)=2) 2) and abo&e >! ?a%i#y typeH Loint 8uc#ear .

Top Cre%ica 5t"er !!!!SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS! 9! 0a&e you e&er u ed Maggi To%ato .etc"upV Ye 8o 1*! If no 1 it i becau e H 7ac' of awarene 7ac' of a&ai#abi#ity You find it e4pen i&e You don(t #i'e t"e product 5t"er SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS! 11! You ca%e to 'now about Maggi To%ato .etc"upV Ye 8o 1D! 6oe ce#ebrity endor e%ent pro%pt you to purc"a e Maggi To%ato .etc"up after &iewing t"e ad&erti e%ent V Ye 8o .etc"upV Ye 8o 12! 0a&e you tried new &ariant of Maggi To%ato .etc"up fro% H 8ew paper ad&erti e%ent Radio T!V! ad&erti e%ent 9ord of %out" 3oint of a#e 5t"er ourceSSSSSSSSSSSSSSSSSSSSSSSSSSSSS!! 1B! 6o you re%e%ber any of t"e T!V! ad&erti e%ent of Maggi To%ato .

etc"upV 0ig" Mediu% 7ow 1>! 9"ic" of t"e offer a&ai#ab#e inf#uence you t"e %o t to purc"a e Maggi To%ato .etc"upV 6i count offer +uy one get one Co%bo pac' 5t"er SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS 1.etc"up you u ua##y purc"a eV 3ic"'oo 3ac' B** g >** g 1'g .etc"up 0ot F Sweet To%ato .etc"up ea i#y a&ai#ab#e to youV Ye 8o 1-! ?ro% w"ere do you u ua##y purc"a e Maggi To%ato .etc"up @9it" onion F gar#icA Tee'"a Ma a#a To%ato C"atpat To%ato 3udina B*! 9"at i t"e i$e of To%ato .1)! 9"at i t"e #e&e# of di count Uoffer a&ai#ab#e wit" Maggi To%ato .etc"upV 8earby tore Retai# tore 9"o#e e##er 19! 9"ic" f#a&or of Maggi Sauce you #i'e t"e %o tV To%ato .! I Maggi To%ato .

etc"upV E&ery wee' E&ery fort" nig"t E&ery %ont" 5cca iona##y BB! Tic' t"e #e&e# of i%portance according to your preferenceH Attribute Very i%portant Moderate#y i%portant 7ea t i%portant Ta te Co#or T"ic'ne BD! Any furt"er ugge tion H SSSSSSSSSSSSSSSSS!! SSSSSSSSSSSSSSSSSSS!! SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS! .B1! 0ow freMuent#y you purc"a e Maggi To%ato .

reater 8oida1 Sout" 6e#"i1 ?aridabad! )! SAM37E SIWE 9"i#e p#anning t"e ur&ey we e ti%ated t"e a%p#e i$e of 1)* re pondent ! 9e "a&e ur&eyed 1D* peop#e w"o #ie wit"in our target popu#ation! T"e ur&ey con i t of %ore nu%ber of fe%a#e @%ore t"an >*C of t"e tota# a%p#e i$eA! Mo t of t"e re pondent are fro% t"e %idd#e and upper %idd#e c#a ! >! 6ATA C577ECTI58 A86 A8A7YSIS T"e data co##ected &ia ur&ey wa entered into t"e e4ce# "eet! T"e re u#t were tabu#ated and ana#y$ed! According to t"e ana#y i re#e&ant inference "a been %ade re#ated to eac" Mue tion! +a ed on t"e Mue tion no! BB of t"e Mue tionnaire1 a "ypot"e i wa ana#y$ed! T"e "ypot"e i i t"at t"e co#or and t"e t"ic'ne of to%ato 'etc"up are eMua##y i%portant to t"e re pondent of t"e ur&ey conducted! U ing ign te t t"i nu## "ypot"e i "a been re/ected and t"e a#ternate "ypot"e i "a been accepted! .8 T"e a%p#ing fra%e i defined in ter% of w"o t"e re pondent are can an wer t"e Mue tion t"at need to be addre ed! ?ir t we defined our target popu#ation a t"e peop#e w"o are in&o#&ed in t"e purc"a e of "ou e "o#d ite% ! T"en we u ed rando% a%p#ing in conducting t"e ur&ey! 5ur a%p#e %ain#y "ad fe%a#e fro% different age group ! 2! 75CATI58 ?5R T0E SURVEY 5ur ur&ey i #i%ited to t"e 6e#"i 8CR region! Re pon e were co##ected for% 8oida1 .D! SAM37I8. 6ESI.

95R6 5? M5UT0 BD 35S 1) 5T0ER ) .6ATA A8A7YSIS 1! S5URCE 5? I8?5RMATI58 A+5UT MA..ETC0U3 S5URCE 85! 5? RES3586E8TS 8E9S 3A3ER 12 RA6I5 D T!V! A6 9.I T5MAT5 .

etc"up and o we can a# o infer t"at t"ey "a&e been ucce fu# in t"eir pro%otion trategie in&o#&ing e#ectronic %edia! B! REMEM+ER A8Y TV A6 RES358SE 85! 5? RES3586E8TS YES 11D 85 1> I8?ERE8CEH .I8?ERE8CEH T"i grap" re&ea# t"at T!V! Ad&erti e%ent are t"e %a/or ource of infor%ation regarding Maggi To%ato .

T"i grap" faci#itate u in rea#i ing t"at %a/ority of t"e peop#e are aware of t"e brand Maggi a t"ey re%e%ber TV ad o it can be inferred t"at Maggi( pro%otiona# tea% "a far been ucce fu# in po itioning it To%ato .etc"up in t"e %ind of t"e peop#e! D! CE7E+RITY E865RSEME8T 3R5M5TE +UYI8.etc"up! . RES358SE 85! 5? RES3586E8TS YES D9 85 -9 I8?ERE8CEH T"i grap" infer t"at Ce#ebrity Endor e%ent doe not inf#uence t"e buying deci ion of %a/ority con u%er ! It a# o infer t"at reference group doe not %a'e any i%pact on con u%er %ind w"en we ta#' about Maggi To%ato .

2! 7EVE7 5? 6ISC5U8T 5??ER 0I.0 ME6IUM 759 U8A9ARE B >2 ). ) I8?ERE8CEH .

RETAI7 ST5RE )1 5T0ER .ETC0U3 IS 3URC0ASE6 ?R5M 37ACE 85! 5? RES3586E8TS 8EAR +Y ST5RE .etc"up i po itioned in t"e %ind of t"e con u%er and a# o it &ariou di count offer to %a/or e4tent! )! MA.I T5MAT5 . .T"i pie=c"art re&ea# t"at Maggi To%ato ..

g )9 .ETC0U3 USUA77Y 3URC0ASE6 SIWE 85 5? RES3586E8TS 3IC0.I8?ERE8CEH T"i grap" "ig"#ig"t t"e i%pact of organi$ed retai# on unorgani$ed ector1 unorgani$ed ti## being t"e do%inant1 a around D-C of con u%er %a'e purc"a e of To%ato .55 > B**g D9 >**g B1.etc"up fro% retai# tore! >! SIWE 5? T5MAT5 .

ETC0U3 TIME 85! 5? RES3586E8TS EVERY 9EE.0T .! ?REPUECY 5? +UYI8.I8?ERE8CEH T"i grap" figure out t"at t"e #arger i$ed bott#e of Maggi To%ato . EVERY M58T0 >D . MA.etc"up i #arge#y de%anded e&en in t"e pre ence of %a##er i$ed bott#e and e&en t"e new 3ic"'oo! .I T5MAT5 . 11 EVRY ?5RT8I..

etc"up @9it" onion F gar#icA 9 T0EE.0A MASA7A ) To%ato C"atpat 1* .etc"up >.5CCASI58A77Y 22 I8?ERE8CEH T"i grap" depict t"at t"e freMuency of buying e&ery %ont" of Maggi To%ato . 0ot F Sweet 2> To%ato .E6 ?7AV5UR ?7AV5URS 85 5? RES3586E8TS To%ato .etc"up i %a4i%u%! -! M5ST 7I.

5 2.To%ato 3udina . C5M+5 DB . I8?ERE8CEH T"i grap" "ow t"at t"e origina# f#a&our of Maggi To%ato .etc"up i ti## t"e #eader in ter% of popu#arity and 0ot F Sweet i #ow#y catc"ing up wit" it! It new &ariant and f#a&our "a&e a# o been noticed and "a&e tarted %a'ing in=road for t"e% e#&e ! 9! C05ICE 5? 5??ERS 5??ERS 85! 5? RES3586E8TS 6ISC5U8TS DB +5.

1 B* T0IC.5T0ERS 1B U8A9ARE - I8?ERE8CEH T"i grap" infer t"at I+uy 5ne .et 5ne ?reeJ offer of Maggi To%ato .etc"up i t"e fir t c"oice a%ong t"e con u%er ! T"i "ow t"at con u%er are price en iti&e too and t"ey prefer buying w"en t"ere are offer running around! 1*! IM35RTA8CE 5? T0E ATTRI+UTES ATTRI+UTES VERY IM35RTA8T M56ERATE7Y IM3 7EAST IM3 TASTE 1B2 2 * S575CCCR D.8ESS >. )D - . .

8 TEST ?5R 6ATA A87YSISH Tab#e for ign te t S! 85! RES3586E8TS VIE9 ?5R C575R RES3586E8TS VIE9 ?5R T0IC. .8ESS SI.C575R D. T0E SI. 5+LECTIVEH to find w"at i %ore i%portant between co#or and t"ic'ne 'etc"up a%ong t"e re pondent ! MET056H 1! USI8.1 B* I8?ERE8CEH T"i grap" depict our ana#y i of t"e i%portance of t"e &ariou product attribute #i'e ta te1 co#or and t"ic'ne in t"e eye of peop#e! 9e can &ery we## ob er&e in t"e grap" t"at Ta te1 undoubted#y1 i t"e %o t i%portant attribute t"at peop#e prefer %ore o&er any ot"er w"i#e e#ecting a brand! Moderate i%portance i gi&en co#or attribute and t"ic'ne a# o deri&e it i%portance o%ew"ere between %oderate to &ery! 0Y35T0ESIS TESTI8.8 1B11 BB11 of to%ato .

D 1 B 19 B 1 1 B* D B 1 B1 D 1 B BB 1 B =1 BD 1 B =1 B2 B 1 1 B) B 1 1 B> 1 B =1 B.DDB1 2D1B )B11 >B11 .1 B =1 .B11 -B11 9 1 D =B 1* B 1 1 11 B 1 1 1B B 1 1 1D B 1 1 12 D B 1 1) B 1 1 1> B 1 1 1. B 1 1 1. D 1 B B.

D B 1 D. B D =1 2.B9 B D =1 D* D 1 B D1 B 1 1 DB B 1 1 DD B 1 1 D2 B 1 1 D) B 1 1 D> B 1 1 D.B D =1 29 B 1 1 )* D 1 B )1 1 B =1 )B B 1 1 )D D B 1 )2 D 1 B .1 B =1 D9 B 1 1 2* B D =1 21 D B 1 2B B 1 1 2D D B 1 22 D B 1 2) D B 1 2> D B 1 2.

8X 2D 85 5? 8E.ATIVE SI.8X11 T5TA7 SAM37E SIWEX)2 @In t"i a%p#e i$e we "a&e ignored t"e re pondent w"o "a&e gi&en t"e eMua# i%portance to co#or and ta te for to%ato 'etc"upA D! 8U77 0Y35T0ESIS10@*AH 3X*!) @T"ere i no difference between t"e i%portance #e&e# of co#or and t"ic'ne to%ato 'etc"upA for 2! A7TER8ATE 0Y35T0ESIS10@1AH 3Y*!) @T"e #e&e# of i%portance of co#or i #e t"an t"ic'ne for to%ato 'etc"upA .B! 85 5? 35SITIVE SI.

9 MX *!B1 1 Standard ErrorX *!*>- >! W @te tA X 2!B>2 .8 TESTH So1 p0@*AX *!) M0@*AX *!) nX )2 pX *!. T0E RESU7TSH Since t"e W @te tA i greater t"an W@critica#A1 we re/ect t"e nu## "ypot"e i t"at t"e i%portance of co#or and ta te for to%ato 'etc"up i a%e! T"erefore1 we accept t"e a#ternate "ypot"e i t"at i t"e i%portance of co#or i #e t"an t"ic'ne a%ong t"e re pondent for to%ato 'etc"up! T"e data co##ected fro% t"e ur&ey c#ear#y "ow t"at ta te i t"e %o t i%portant factor w"i#e purc"a ing t"e to%ato 'etc"up! T"e abo&e ana#y i te## t"at t"ic'ne of to%ato 'etc"up i t"e econd %o t i%portant attribute for t"e re pondent after ta te! Maggi i t"e #eader in t"e 'etc"up indu try and 'nown for it better ta te and &arietie ! Maggi "ou#d wor' toward t"e t"ic'ne of it to%ato 'etc"up! . SI.! Significance #e&e#1 Z X *!*) W @critica#A X 1!9> I8TER3RETI8.)! A337YI8.

i an! E T"ey "ou#d %aintain Mua#ity of t"e product! 37ACE E Mo t of t"e peop#e buy Maggi .REC5MME86ATI58S 3R56UCT E T"e 'etc"up i t"inner a co%pared to .etc"up fro% Retai# Store ! 0ence t"ey "ou#d increa e t"e &i ibi#ity of t"e product in Retai# Store and "ence effecti&e di tribution networ'! 3R5M5TI58 E According to t"e data co##ected it i recorded t"at t"e #e&e# of di count offered i #ow! 0ence co%pany "ou#d try to pro&ide %ore di count on t"e product! :+uy 5ne .et 5ne ?ree( i t"e %o t preferred pro%otiona# offer! E T"e freMuency of TV ad&erti e%ent "a decrea ed! T"ey "ou#d try to co%e out wit" %ore inno&ati&e ad&erti e%ent to catc" t"e attention of t"e cu to%er ! .etc"up fro% #oca# 'irana tore ! +ut organi$ed ector i boo%ing and according to our ur&ey D-C peop#e buy Maggi .i an! According to our inference t"ic'ne i one i%portant criteria w"ic" affect buying be"a&iour! 0ence co%pany "ou#d wor' on t"e t"ic'ne of t"e 'etc"up! E Co%pany "ou#d wor' on ta te a# o! According to t"e data co##ected peop#e prefer t"e ta te of .

55( a peop#e are #e aware of t"i new i$e! It cou#d increa e t"e %ar'et "are tre%endou #y a it i &ery con&enient to carry! 3RICE E It "ou#d be %ore co%petiti&e#y priced! Cu to%er percei&e it to be "ig"#y priced! 7IMITATI58S 1! SAM37I8.E T"ey "ou#d pro%ote t"ere new product :3IC0. ERR5RH T"e a%p#e of our ur&ey i confined to t"e re pondent fro% t"e %idd#e c#a t"e upper %idd#e c#a ! and T"e a%p#e i$e of 1D* i not t"e true repre entati&e of our a%p#ing fra%e and re u#t in 'ewed re pon e ! .

T"e #ocation under ta'en for t"e ur&ey i a# o a con train becau e t"e re u#t of t"e ur&ey i #i%ited to o%e region and cannot be u ed for furt"er ana#y i and i%p#e%entation! B! RES358SE ERR5RSH T"e e error ari e w"en t"e re pondent gi&e inaccurate or inco%p#ete an wer ! A %a/or prob#e% i faced in t"e ur&ey in&o#&ed t"e co%parati&e rating of &ariou attribute for to%ato 'etc"up! Many of t"e re pondent were not &ery wi##ing to %ar' t"eir inco%e group! D! C75SE6 E86E6 PUESTI58SH A## t"e Mue tion in t"e Mue tionnaire were c#o ed=ended to a&oid any confu ion fro% t"e re pondent end! +ut a drawbac' of t"i approac" i t"at t"ere wa o%e bia ne in capturing t"e re pon e of t"e re pondent ! T"e rea on for uc" inaccuracy cou#d be becau e of unfa%i#iarity1 boredo%1 fau#ty reca## and t"e Mue tion for%at! 2! REC5R6I8. ERR5RH T"i type of error ari e due to error in "earing1 interpreting1 and recording t"e an wer gi&en by t"e re pondent ! ?or e4a%p#e1 a re pondent indicate a %oderate re pon e for t"e attribute of t"e to%ato 'etc"up1 but t"e inter&iewer %i interpret t"at to a po iti&e re pon e! )! 6ATA A8A7YSIS ERR5RH T"e e error occur w"i#e raw data fro% Mue tionnaire are tran for%ed into re earc" finding ! ?or e4a%p#e1 if t"e out#ier are not fi#tered fro% t"e data during t"e tati tica# procedure1 re u#t in incorrect interpretation and finding ! .

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