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Submitted By VISHAWAS WADE ROLL NO: SPECIALIZATION: MARKETING
WELINGKAR INSTITUTE OF MANAGEMENT STUDIES, 2010
This Project report entitled, “Brand positioning of SLICE”, is our Original work for submission to Mr. M.J. Faridi, (TDM Saharanpur)
Modern organizations are highly complex and dynamic systems. They operate under very turbulent social economic and political environment. They are required to reconcile several incompatible goals. Conflicting rods and divergent interests. They are also fraught with use risk and uncertainties hence tactful management of such organization to plan execute, guide, coordinate and control the performance people to achieve predetermine goal. Management has to keep the organization vibrant moving and in equilibrium it has to achieve goals which themselves are changing it is therefore a problem highly complex and ticklish. To tackle these problems, information plays an important role. Marketing research is the appropriate tool to get most useful information about the market. This information will asset to acquire and analysis information and to make suggestions to management as to how marketing problems should be solved. The marketing research is the process which links to manufactures, dealers and individuals through information an important part of curriculum of MBA programme is the project taken by student in any business organization. After completion of II semester of the program. The objective of this project is to enable the student to understand the application of academies in the real business life. I am fully confident that this project will be extremely useful for the management.
- VISHWAS WADE
I express my heartiest gratitude to Mr. M.J. Faridi (TDM Saharanpur), VARUN BEVERAGES LIMITED who gave me an opportunity to do my summer training in this organization and help me to show and learn intricacies of business in better way.
I also take this opportunity to thanks Mr. Ajay Dabral (CE Saharanpur), VARUN BEVERAGES LIMITED under whose guidance I completed this project.
It would not be out of place to show my gratitude to Mr. KALYAN KUMAR Project Guide without whose guidance this project wouldn’t have been possible.
- VISHWAS WADE
Sr. No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Content Introduction to brand Introduction to brand positioning Case Study on positioning of slice Problem undertaken Objectives Research methodology Observations Analysis Conclusions Suggestion & Recommendations Limitations Futures Direction on research Bibliography Annexure Page No.
PEPSI is the world leader the convenient foods and beverages with the revenue of about $27 billion and over 147000 employees. The companies consist of the snack business of Frito lay NORTH AMERCIA and the beverages and their food businesses of PEPSI beverages and foods, which includes PepsiCo beverages NORTH AMERCIA. PepsiCo brand are available in nearly 2000countries and territories. In INDIA, the company has an extremely positive outlook. Outside northamercia to of our largest and fast growing business after INDIA and CHINA, which include more than the worlds population? Faced with the existing policy framework at the time, the company entered the INDIAN market through the joint venture with Volta’s and Punjab agro industries with the introduction of the liberalization polices since 1991, PEPSI took control of its operation. The project report was carried on the topic “BRAND POSITIONING OF SLICE” in the category of juice based drinks. There was the stiff competition in the field of juice based product in the market. For analyzing the position of slice and the awareness of slice among the consumer, we have to conducted survey. The research process design was conclusive and statically in nature which would enable the company to the rational decision. The sample size taken was very large consisted of 300 outlets and 700 consumers. For this purpose questionnaire designed was of two types i.e. outlet survey and consumer survey. Data is collected from two sources i.e. primary sources secondary sources. Secondary data consist of information that already exist somewhere and may have collected for different purpose, it provides a starting point. To select the localities map of Saharanpur was used. The list of retailers as obtained from company officials, designed by company.
The outcomes derived from conductedsurvey were beyond our expectations level. SLICE has acquired a good market share in the field of juice based drinks. During the survey it was found that SLICE was a leading product in juice based product in comparison with its competitors. The outlet survey analyze that trend in the sales of both the carbonated soft drink and juice based drink and also analyze the reason for increase or decrease in the sale of SLICE. It also helps in the estimation of annual purchasing behavior of the retailer at particular outlets. The consumer outlet aims at analysis the annual average consumption of the consumer. With the help of this we derived the conclusion about the taste and preference of the consumer. During the survey personal interview by questionnaire technique helps a lot to understand about the distribution system and to understand the problem of retailers and other peole.the survey technique helps a lot in understanding the problem of the consumer and th measures to overcome the problems. During the survey, I face many difficulties. The retailers do not respond properly,. The sample size was too large ad some retailers do not give the exact information.
INTRODUCTION TO BRAND
INTRODUCTION TO BRAND
A brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, color combination or slogan. The word brand began simply as a way to tell one person's cattle from another by means of a hot iron stamp. A legally protected brand name is called a trademark. The word brand has continued to evolve to encompass identity - it affects the personality of a product, company or service. Types of brand names Acronym: A name made of initials such as UPS or IBM Descriptive: Names that describe a product benefit or function like Whole Foods or Airbus Alliteration and rhyme: Names that are fun to say and stick in the mind like Reese's Pieces or Dunkin' Donuts Evocative: Names that evoke a relevant vivid image like Amazon or Crest Neologisms: Completely made-up words like Wii or Kodak Foreign word: Adoption of a word from another language like Volvo or Samsung Founders' names: Using the names of real people like Hewlett-Packard or Disney Geography: Many brands are named for regions and landmarks like Cisco and Fuji Film Personification: Many brands take their names from myth like Nike or from the minds of ad execs like Betty Crocker
INTRODUCTIO N TO
INTRODUCTIO TO BRAND POSITIONING
Meaning: Brand positioning refers to “target consumer’s” reason to buy your brand in preference to others. It is ensures that all brand activity has a common aim; is guided, directed and delivered by the brand’s benefits/reasons to buy; and it focusses at all points of contact with the consumer. Brand positioning must make sure that:
• • • • •
Is it unique/distinctive vs. competitors? Is it significant and encouraging to the niche market? Is it appropriate to all major geographic markets and businesses? Is the proposition validated with unique, appropriate and original products? Is it sustainable - can it be delivered constantly across all points of contact with the consumer? Is it helpful for organization to achieve its financial goals? Is it able to support and boost up the organization?
In order to create a distinctive place in the market, a niche market has to be carefully chosen and a differential advantage must be created in their mind. Brand positioning is a medium through which an organization can portray it’s customers what it wants to achieve for them and what it wants to mean to them. Brand positioning forms customer’s views and opinions. Brand Positioning can be defined as an activity of creating a brand offer in such a manner that it occupies a distinctive place and value in the target customer’s mind. For instance-Kotak Mahindra positions itself in the customer’s mind as one entity- “Kotak ”- which can provide customized and one-stop solution for all their financial service’s needs. It has an unaided top of mind recall. It intends to stay with the proposition of “Think Investments, Think Kotak”. The positioning you choose for your brand will be influenced by the competitive stance you want to adopt. Brand Positioning involves identifying and determining points of similarity and difference to ascertain the right brand identity and to create a proper brand image. Brand Positioning is the key of marketing strategy. A strong brand positioning directs marketing strategy by explaining the brand details, the uniqueness of brand and it’s similarity with the competitive brands, as well as the reasons for buying and using that specific brand. Positioning is the base for developing and increasing the required knowledge and perceptions of the customers. It is the single feature that sets your service apart from your competitors. For instance- Kingfisher stands for youth and excitement. It represents brand in full flight.
There are various positioning errors, such as1.
Under positioning- This is a scenario in which the customers have a blurred and unclear idea of the brand. Over positioning- This is a scenario in which the customers have too limited a awareness of the brand. Confused positioning- This is a scenario in which the customers have a confused opinion of the brand.
Double Positioning- This is a scenario in which customers do not accept the claims of a brand.
Brand positioning process Generally, the brand positioning process involves: 1. 2. 3. Defining the market in which the product or brand will compete (who the relevant Identifying the attributes (also called dimensions) that define the product 'space' Collecting information from a sample of customers about their perceptions of Determine each product's share of mind Determine each product's current location in the product space Determine the target market's preferred combination of attributes (referred to as Examine the fit between:
each product on the relevant attributes
an ideal vector) 7.
The position of your product The position of the ideal vector Position.
Brand Positioning Strategy A product can be positioned based on 2 main platforms: The Consumer and The Competitor. When the positioning is on the basis of CONSUMER, the campaigns and messages are always targeted to the consumer himself (the user of the product) Peter England always campaigns their product concentrating on the consumer, the user of its product. Louis Philip also concentrates on this kind of campaigns.
The other kind of positioning is on basis of COMPETITION. These campaigns are targeted towards competing with other players in the market. Dettol television commercials always concentrate on advertisements, which show that this product would give you more protection, then the others. A number of positioning strategies might be employed in developing a promotional program. The 7 such strategies are discussed below:
POSITIONING BY PRODUCT ATTRIBUTES AND BENEFITS Associating a product with an attribute, a product feature or a consumer feature. Sometimes a product can be positioned in terms of two or more attributes simultaneously. The price/ quality attribute dimension is commonly used for positioning the products. A common approach is setting the brand apart from competitors on the basis of the specific characteristics or benefits offered. Sometimes a product may be positioned on more than one product benefit. Marketers attempt to identify salient attributes (those that are important to consumers and are the basis for making a purchase decision)
Consider the example of Ariel that offers a specific benefit of cleaning even the dirtiest of clothes because of the micro cleaning system in the product. Colgate offers benefits of preventing cavity and fresh breath. Promise, Balsara’s toothpaste, could break Colgate’s stronghold by being the first to claim that it contained clove, which differentiated it from the leader. Nirma offered the benefit of low price over Hindustan Lever’s Surf to become a success.
Maruti Suzuki offers benefits of maximum fuel efficiency and safety over its competitors. This strategy helped it to get 60% of the Indian automobile market.
POSITIONING BY PRICE/ QUALITY Marketers often use price/ quality characteristics to position their brands. One way they do it is with ads that reflect the image of a high-quality brand where cost, while not irrelevant, is considered secondary to the quality benefits derived from using the brand. Premium brands positioned at the high end of the market use this approach to positioning. Another way to use price/ quality characteristics for positioning is to focus on the quality or value offered by the brand at a very competitive price. Although price is an important consideration, the product quality must be comparable to, or even better than, competing brands for the positioning strategy to be effective.
Parle Bisleri – “Bada Bisleri, same price” ad campaign.
POSITIONING BY USE OR APPLICATION Another way is to communicate a specific image or position for a brand is to associate it with a specific use or application.
Surf Excel is positioned as stain remover ‘ Surf Excel hena!’ Also, Clinic All Clear – “Dare to wear Black”.
POSITIONING BY PRODUCT CLASS Often the competition for a particular product comes from outside the product class. For example, airlines know that while they compete with other airlines, trains and buses are also viable alternatives. Manufacturers of music CDs must compete with the cassettes industry. The
product is positioned against others that, while not exactly the same, provide the same class of benefits. POSITIONING BY PRODUCT USER Positioning a product by associating it with a particular user or group of users is yet another approach. Motography Motorola Mobile Ad.n this ad the persona of the user of the product is been positioned. POSITIONING BY COMPETITOR Competitors may be as important to positioning strategy as a firm’s own product or services. In today’s market, an effective positioning strategy for a product or brand may focus on specific competitors. This approach is similar to positioning by product class, although in this case the competition is within the same product category. Onida was positioned against the giants in the television industry through this strategy, ONIDA colour TV was launched with the message that all others were clones and only Onida was the leader. “neighbour’s Envy, Owners Pride”. POSITIONING BY CULTURAL SYMBOLS An additional positioning strategy where in the cultural symbols are used to differentiate the brands. Examples would be Humara Bajaj, Tata Tea, Ronald McDonald. Each of these symbols has successfully differentiated the product it represents from competitors.
Case study on
POSITIONING OF SLICE
INTRODUCTION TO THE PROJECT
PepsiCo is a world leader in convenient foods and beverages, with revenues of about $27 billion and over 147,00 employees. The company consists of the snack business of Frito-Lay North America and the beverage and food businesses of PepsiCo Beverages and Foods, which includes PepsiCo Beverages North America (Pepsi-Cola North America and Gatorade/Tropicana North America0 and Quaker Foods North America. PepsiCo International includes the snack businesses of Frito-Lay International and beverage businesses of PepsiCo Beverages International. Pepsi Co brands are available in nearly 200 countries and territories.
With a fierce competition ranging amongst various companies involved in the field of soft drink, brand awareness and promotion are indispensable for the future growth prospects.
In this project, I m going to discuss and analyze the awareness and positioning of SLICE In the field of juice based product in the market and the taste & preference of consumer
In this project, based upon marketing research, I defined the problem, collected, organized and analyzed the data; making deductions and evaluations; thereby reaching the conclusions.
Brand awareness is not such an easy task; therefore, I m going to adopt a multiple strategy in defining the problem, evaluating the data and suggesting the recommendations.
Multiple strategy includes an extensive research on secondary data i.e. data which has already been collected by someone else; thereby making it much more valuable and appropriate by analyzing it in the perspective of new and the first hand data i.e. Primary Data, which happens to be original in character.
It is absolutely essential to determine the various ways for the business to grow and succeed in a dynamic way and finding the root cause for the available problem, to discard it.
Methodologically, marketing research uses several types of research designs namely; Qualitative techniques, Quantitative techniques, Conceptual and Empirical techniques, Descriptive and Analytical techniques etc. Researchers may adopt more than one research designs i.e. a multiple research design strategy, but to achieve the aim and objective of the project, Quantitative Research Design has been adopted- which is generally used to draw conclusions, uses random sampling techniques to as to infer from the sample to the population- involves a large number of respondents- examples include Surveys and Questionnaires.
Therefore, the entire marketing research project depended hugely for its success on an appropriate an effective Questionnaire as it is very rightly called the heart of the entire survey operation. If it is not properly set up: 19
Then the survey and its outcomes are bound to fail. Hence first and foremost, I m going to define and explain the relevance and appropriateness of each and every questions which was made a part of the Questionnaire and how it moved the project towards it’s pre-determined objectives. To understand that better, we must have a look at the Questionnaire compiled.
Brand awareness is the ability of potential buyer to recognize or recall that a brand is a part of a product category. In other words, the customer should be able to identify a firms product in the retail store or able to recall it’s brand whenever he or she thinks of the product class. Brand awareness has to be thought of as “a continuous range from an uncertain felling that a brand is recognize to a belief that it is the only one in the product class”. At the top end of the continuum is the brand that exists at the top of the customers mind. This is the happy and most desired condition that any marketer seeks. The next level is of all the other brands that are recalled by the customer in an unaided form. The customer is asked to recall as many as he or she is able to whenever one thinks of a product.
Quite often we all hear that “A problem clearly stated is a problem half solved”. This statement signifies the need for defining a research problem. The problem to be investigated must be defined unambiguously for that will help to discriminate relevant data from the irrelevant ones. Defining a problem involves the task of laving down boundaries with in which the researchers shall study the problems with predetermined objectives in view. The techniques for the purpose involve the undertakings of the following steps: Understanding the problem Understanding the mature Surveying the available nature Developing the ideas to through discussion Rephrase the research problem While conducting the survey in PEPSI and making a glance on the titles of the report i.e. “BRAND POSITIONING OF SLICE”, following problems are pointed out under given headings.
IDENTIFY THE PROBLEM: 1. The main problem is to know the awareness of the SLICE in the market. 2. To analyze the position of the SLICE in the juice based drink 3. To estimate the market share of the SLICE. 4. To find out the future demand of the product. 5. Advertising is effective to create impact on consumer or not. 6. To find out the expectation level of the consumer. 7. To know whether the company is able to met the demand of the product with an effective supply chain method or not. 8. To know whether the company have effective distribution system or not. 9. To know whether company have successfully analyze there weak routes. IDENTIFY THE POSSIBLE CAUSES OF PROBLEM: To identify the possible causes of problem a detailed study is done. The various possible causes that come into focus are: 1. Lack of proper means of promotional activity or advertising. 2. Lack of proper analysis of week route area. PROBLEM SOLVING TECHNIQUES: The company should have to monitor these variables: Market share of product. Taste and preferences of customer. Promotional activities.
1. To study the awareness of the slice among the JBD(juice based drinks). 2. To know the purchasing power of consumer and Behavior in comparison with other product in JBD 3. To find out the reasons for increase or decrease in the sale of JBD as compare to the previous year. 4. To study the consumption pattern of the SLICE 5. To identify the SWOT analysis of the company. 6. To indulge whether particular product is meeting the expectation level of the company.
For define research methodology there are three types of methods for marketing research. They are as follows:
The observation method The experimental method
The survey method inclusive of panel method. In observation method data are collected on the direct observation. No talks take place. By observing the person the analysis makes the inventory as to product used by him at his home or kept as retailers stocks. In experimental method it is based on the concept that small-scale experiment is useful to indicate the expectations of large-scale experiment. The survey method information is gathered directly from individuals I three ways: Telephone Mail Personal interview The survey method in also suffered to as the “Questionnaire Technique” there are also segregated by In factual survey Opinion survey
In my project point of view I have taken mainly the method of 1) Survey by route ride 2) Personal interview by questionnaire technique 1. The survey method by route ride I usually went with pepsi van also with salesman. I met the retailers from outlets to outlets. This survey method helps me a lot to understand about the distribution system and to understand the problem of retailers and other people. 2. In the personal interview by questionnaire technique I usually gathered information by face to face interviewing. In this survey method I saw that the respondent was shown the exhibit and advertisement to give his personal opinion and attitude. In this method the direct interaction of occurred with the retailers and I could collect the reliable information from them it has also cost disadvantage that’s why some were difficult to covered.
The research process designed was conclusive and statistical in nature. Which would enable the company to take rational decision? This is because the sample size taken was large and the techniques adopted were for mass data. The date obtained from each locality was tabulated and the results were obtained in from of percentages. Data collection sources I – Primary sources • • • Observation – non observation and direct Survey- which include various categories of retailers. Personal interview
II- Observation The observation was done by the following meted • • • Keeping the markets in view Keeping the customers and consumers in view Interacting with various group of retailers and consumers
III- Survey Various retailers and consumer with the help of questionnaire IV- Personal interviews This method of date collection involves the interviewers asking question in a face to face con tact situation there in direct personal investigation and the interview inn properly structured as it involves the use of set of predetermined questions which are asked in the form and order pre28
decided. This technique is preferred as it is economical; more informative, non responses are low, spontaneous reaction which are realistic. Lots of supplementary information comes up.
V- Secondary Data Secondary data consists of information that already exists some where and may have collected for a different purpose, it provide a starting point. To select the localities a map of MUMBAI was used. The list of retailers was obtained from company officials, designed by company.
The questionnaire conducted during the survey consists of two categories i.e. OUTLET SURVEY CONSUMER SURVEY
OUTLET SURVEY: The outlet survey consist of five types of questions that was asked From the Retailers. The first two question aims at analyzing the trends in the sales in Comparison with the sales of previous year, including the sales of Juice Based Drink. This helps in estimating that whether the sales of Carbonated Soft Drink and Juice Based Drink has gone up, Gone Down or Remains same at every outlet. The third question helps in estimating the reasons for increase or decrease in the sales of juice based drinks. There are various reasons for increase or decrease in the sales. With the help of the opinion of every retailer we can conclude the most important cause affecting the sales. The fourth question of the questionnaire targeted at the purchasing behavior of the individual retailer of the juice based product. This question aims at deriving the estimate demand of their juice based drink in the market. The last question comprises of the suggestion to improve the sales of SLICE in the market. With the help of this question we can go through the measures which help in reaching the bench mark.
CONSUMER SURVEY: consumer survey consists of four types of question, asked from the consumer. With the help of the consumer survey we can conclude the taste and preference of consumer. The first question aims at analyzing the consumption pattern of consumer in both types of soft drink i.e. carbonated soft drink (CSD) and juice based drink (JBD). With the help of this we can analyze the demand of the product. The second question aims at analyzing the reasons of increase or decrease in the consumption habit of consumer in JBD. With respect to the aim and goal of the research of the project the next part of the questionnaires is focusing at the core point of the research i.e. to niche out the size of the juice based drink is mostly consume by the consumer. In this part we can interprets the result by providing the rank to the different sizes of the product. The last but not the least in the next section which will be the important aspect of the questionnaire depicts on the importance of the research based on the taste and preference of the consumer. On the basis of that market share of the all products of JBD is analyzed.
Observation & Analysis
OBSERVATIONS & ANALYSIS
Every Dealer Survey (EDS) The Every Dealer Survey commonly known as EDS is made every year by the company. This survey is done every year by the company so that complete awareness about the retailers and there attachment with he company is observed. The data of EDS helps in knowing the companies position among the competitors as well as the competitor’s position. The assessment is done in following ways: The format of EDS is given as under: A/C Name: - Is the name of the outlet. Contact person: - To whom the surveyor contacts. Address: - Address of outlet. Channel code: - Is the code given to the outlet on the basis of its category. If code is: 01 -modern trade 02 –on premise 03 –traditional trade Size of account: - The size of account is assessed on the basis of the annual purchase of product. If <250 c/s then size is small that is denoted by S. Similarly if 250-500c/s then size is denoted by M that is (medium).
if 500-1000c/s then size is denoted by L that is (large). And If >1000 then VL that is (very large). Category master The category master is concerned with the category of the outlet. The company gives them technical term according to the market share. This process is done through estimating the product share in comparison with the competitor. If the share of Pepsi is 0-25% then it will fall under WOP1 category. Similarly, if share is 26-35% then it is WOP2 category. If, 36-45% then WOP3. If, 46-50% then it will come under PAR category. If 51-60% then HIGH SHARE category If sale of PEPSI product is 60 -100% in any outlet then outlet will come under dominant category. This category of Pepsi varies from one outlet to another. SIGNAGE One of the important topic covered under the EDS is signage. Here Signage refers to visibility of brand names and different flavors in the outlet. There are various ways through which the brand names and different flavors are made visible to the consumers.
They are: Dealer boards
Glow sign boards Shop painting Counter rack Floor rack One of the important philosophy company follows is: “JO DIKHTA WO BIKTA HAI” means the thing which is visible in any outlet, consumer demands for it. And this philosophy of company is very much true. Through the EDS the signage of the competitor is also concluded. »From the survey it was observed that the routes or outlets where there is good signage the sale of product is also up to mark. Similarly it was also noticed that company needs to put some more effort regarding signage in the week routes. Mode of payment Generally it is seen that mode of payment is in cash but some exception are there. These exceptions are PEPSI monopolies where the mode of payment is through cheque. Frequency It is to measure that sales man visits the outlet daily or not .From the EDS we conclude that there is regular visit of salesman in all the route. Estimation of empty glasses in c/s : It is to be calculated by the surveyor that how much c/s
of PEPSI is empty and the number of empty c/s of the competitor.
Annual sale of PEPSI is calculated on the basis of salesman and the contact person’s answer.(for example, if the contact person says that he sells 1 c/s daily then on calculating : 1c/s daily I.e. 30 c/s month so annual sale = 30*100/18 = 167 c/s approx). Similarly annual sale for other figure is estimated. Chilling equipments Under this category the chilling equipment of PEPSI and its competitor is estimated There are series of chilling equipment of Pepsi and its competitor. They are namely PBI code – Chilling machine provided by the company free of cost to the retailers having goodwill in the soft drink market. CCI code – Provided by the competitor just as PBI Code. Outlet own – Chilling machine owned by the outlet. PBI OYC & CCI OYC – The equipments provided by Pepsi and its competitor respectively on the payment and the mode of payment is draft. Other initiative The other initiative is those initiative which supports the signage and makes a perception on the mind of a consumer. These initiatives are (display, combo, HAD etc). The common initiatives are
Space Club 1. Grocery/ HH program 2. Eatery combo program 3. Janta eatery program 4. Catering program 5. Seasonal Display outlet FULLS AVAILABILITY (approx. quantity in bottles) Total no of filled bottles is estimated by the surveyor. This is done for both Pepsi and its competitor so that the current fills availability can be estimated. Here the figures are counted in bottles not in c/s.
Name of the outlet. Contact person.
1)what is your annual sale this year……c/s(specify JBD …………) 2) What was your annual sale last year…...c/s(specify JBD……….). 3) If there is a decline / increase, in your vis-à-vis last year in juice based drink section;the reason: a) more health consciousness among consumers b) effect of programs of Baba ramdev,etc c) Price increase in soft drinks . d) extra push of good for you category products in the market . e if any other ,plz specify………………………… 4) How often do you purchase juice based drinks , a) once a day b) once in two days c) once in weeks e) others………………… 5) Any suggestion to improve the sale of SLICE (PEPSI) in the market. ……………………………………………………………………………………………………… ……………………………………………………………………………………………………… ………………………………………………………………………
Collection of data
The data is collected from 26 route, 9 dealer and 6 distributors. We divided the outlet in three parts. 1. Big size outlet 2. Medium size outlet. 3. Small size outlet. The first two questions give the information about the increase or decrease in the sale of outlet. The outcomes are.
Carbonated soft drinks (CSD)
1) 2) 3) The sale of soft drinks has gone up in 10% outlet. The sale of soft drinks remains same in 35% outlet. The sale of soft drinks has gone down in 55% outlet.
S a le o f C S D
10% 55% 35% G o ne up Same D e c re a s e
Juice based drink
1. The sale of JBD has gone down in 10% of outlet. 2. The sale of JBD has remains same in 35% of outlets. 3. The sale of JBD has gone up in 55% of outlets.
S a le o f J B D
10% G o ne d o w n 55% 35% R e m a in s a m e In c r e a s e
(3) If there is a decline / increase,in your vis-à-vis last year in juice based drink section;the
The reasons for decrease in sale of JBD: • less demanded by the consumer
weather condition program of Baba Ramdev.
The reasons for increase in sale of JBD : • • • 45% of outlets says that sales increase due to Taste & preference of consumers. 30% of outlets says that sales increase due to health consciousness among the consumer. 20% of outlets says that sales increase due to extra push of good for you category product in 5% of outlets says, due to price increase in soft drinks . the market.
R E A S O N F O R IN C R E A S E JBD
60 40 20 0 1 T a s te a n d p re fe r e n c e H e a lt h c o n s c io u s n e s s E x tr a p u s h o f G F T a s te a n d p ro d u c ts p r e f e r e n c eD e c r e a s e i n p r i c o f s o ft d r in k s
How often do you purchase juice based drinks The buying pattern of JBD is –
a) Once a day b) Once in two days c) Once in weeks e) Others……
1) 40% outlet takes once c/s in a day 2) 3) 4) 30% outlet takes once in two days. 20% outlet takes once in a week. 10% others.
B u yin g p attern o f JB D
10% 20% 40%
O nc e in a day O nc e in tw o days O nc e in a w eek O thers
Name of consumer. Occupation…………….. a) How often do you drink soft drink ( specify JBD ) CSD A) Once a day B) Once in two days C) Once in a week D) Others 2) Have your consumption of JBD have gone up, remains same, gone down this year compared to last: a) Gone up………. Reasons: 1) More health consciousness. 2) Programs of Baba RamDev 3) Extra push of GFY products in the market. 4) Any other reasons…………………. …………………………………… 3) Which pack you consume the most? A) Tetra pack B) 250 ml C) 600 ml D) 1.2 lit JBD Age………. Sex…………
4) rank the following according to your taste and preference….
SLICE MAAZA FROOTI JUMPIN OTHER, Specify……………….
Collection of data
The outcomes derived from the data are as: data is collected by taking a sample of 700 consumers. The
The first question is:
1) How often do you drink soft drink (specify JBD) CSD a) Once a day b) Once in two days c) Once in a week d) Others JBD
CARBONATED SOFT DRINK The consumption pattern of consumer of CSD can be analyzed with the help of following outcome.: 50% of consumer consumes once a day 30% of consumer consumes once in two days
15% of consumer consumes once in week. 5% others.
C O N S U M P T IO N P A T T E R N O F CSD
5% 50% 30% O nc e a d a y O nc e in tw o d a ys O nc e in a week O the rs
Consumption of JBD
10% of consumer consume once a day 20% of consumer consumes once in two days 40% of consumer consumes ones in a weak 30% Others
C o n s u m p tio n P a tte r n o f J B D
O nce a day o n c e in t w o d a y s o n c e in a w e e k o h e rs
The 2nd question is:
2) Have your consumption of JBD have gone up, remains same, gone down this year compared to last: Outcomes 30% increase in the consumption pattern 55% of consumption pattern remains same 15% has gone down.
P o s it io n o f J B D
in c re a s e sam e d e c re a s e
The third Question is:
3) Which pack you consume the most: A) TETRA PACK B) 250 ml C) 600 ml D)1.2lit
S IZ E P R E F E R E N C E O F C O N S U M E R
50 40 30 20 10 0 T E T R2 A 0 M L 0 M L . 2 5 60 1 P AC K LTR S IZ E O F J B D
% OF CONSUMER
S e r ie s 1
The fourth Question is
4) Rank the following according to your taste & preference SLICE MAAZA FROOT JUMPIN Other, specify………..
Outcomes: The outcomes of Brand Preference of Consumer in JBD shows that : 40% of consumer preferred for SLICE 30% of consumer preferred for MAAZA 10% of consumer preferred for FROOTI 5% of consumer preferred for JUMPIN
BR AN D PREFER EN C E OF C ON SUMER
40 % O F 30 2E CO NSUM 0 10 R 0 SLICE MAAZA FROOTI JUMPIN
S e r ie s 1
B R AN D N AM E
Recommendation & Conclusion
SUGGESTION & RECOMMENDATION
1) One of the most important suggestions that is concluded to advertisement. The sale of slice can be improved by – a) Advertisement in the television b) Board, Poster, Stickers, Banners provided by the company. 2) Display scheme Recently company has provided the display scheme to the customer. Like space club, Mountain dew seasonal display which effect the sales very much .So there must be such a display scheme of slice to improve the sales. 3) Under the crown offer (UTC) to consumer. UTC offer consist of gifts prizes inside the crown of bottles. This will also affect the sales very much. As we have already seen such a offer in the case of Thums Up. 4) Production of 200ml and 300ml bottles of slice 5) Introduction of small tetra pack of slice of Rs 3/6) Improvement in the packaging of SLICE bottles 7) Replacement of expire bottles. 8) Decrease in the price of slice
It is evident from the results that the survey operation went in accordance to the prime
Objective of the company. From the analysis of the results, it is clear that brand awareness of the slice is good in the market and it was above expectations before the research work began. The survey operation comprises of outlet survey and consumer survey in the Saharanpur region. One thing which is essential for creating awareness is heavy promotion of the product This might not only lead to increase in the brand preference but also an increased Market share of the company. During the survey it was found that position of th slice in the market is strong but there is some unawareness about the new sizes, flavors and packs of the product. Due to this the New innovation did not get good response in the market. How far company is able to make use of the profitable opportunities available in the research target market depends upon the capacity building of the company to met challenges. Further more, in all this customer interest is of paramount importance.
1. The sample size is large as the time constraints were there and mainly profile of the customer was very elegant so it is very tuff to get an personal interview. 2. Most of the outlets keeps their data very confidential and sharing their data is very critical issue so it is very tough to do the survey on all segments.
3. The survey was done on only self-individual class. It may be possible that this results could not represent the exact result because the survey done on random sampling method. 4. The competitors are not forthcoming with details of their policies as it is confidential information. 5. A hundred percent accuracy cannot be maintained while conducting the survey because the respondents do not have all the information at the time of the interview and they are able to give only approximate figures. 6. Since most parameters are qualitative as the research deals with relative terms, all the data cannot be converted in quantitative terms and hence an objective analysis is difficult to carry out. 7. At the time of conducting interviews some of the respondents were reluctant to divulge the exact reason for their separation from the company. 8. The database relied on at many places is secondary data. The subject to authenticity Secondary data is
Future Direction For Research
FUTURE DIRECTION FOR RESEARCH
Although the research work was carried in effective and efficient manner but still there may be some constraints that must be considered while conducting the research. Due to these constraints the research work is carried out under certain boundaries that create an impact on the process as well as the results of the research. If these constraints are not there, then result of the research is more significant and added more information to it that can be concluded as follows:
Time could be the most important constraints during the
research process. If time constraints was not there, data would have been derived in a meaningful and Systematic manner and we can interact with the respondents properly. TOO BIG ROUTE AREA : The route area covered was too big and it was not possible to cover every size of outlets with in the Limited time period. Organization were not ready to disclose the data exactly and if they could have provided me with an exact data then better as well as exact data could have been calculated . While conducting the research if the respondent had provided exact figure than exact analysis would have been possible. If the mode of collection of data would have been different i.e. other than secondary data than it could have given new face to the research report.
SWOT ANALYSIS S (STRENGTH)
Availability Quality Different sizes Acceptability Affordability
Brand image Largest distribution network
No replacement policy Less awareness about new launching
Coverage of weak areas. Regular visit to customer Grievance handling of customer
Brand image of competitor Reduced expenses
To achieve the aim and objective of the project, quantitative research design has been adopted. To support the design of The above method, both types of data i.e. Primary data, which Is collected for the first time, and thus happens to be the original In character and the secondary data, which has already been collected by someone else and has already been passed through The Statistical processes. Primary data has been collected through the survey model where the sample size was of 300 outlets and 700 consumers in Saharanpur.
Secondary data has been collected through various sources like Books and Internet The book referred during the course of the project is RESEARCH METHODOLOGY – by C.R Kothari, which helped in determining the Research design method to be followed in the project. The Websites visited were www.pepsi.com , www.google.com ,www.rkjgroup.com Which provide great assistance in the project?
ANNEXURE Outlet survey
Name of the outlet. Contact person.
1) What is your annual sale this year……c/s(specify JBD …………) 2) What was your annual sale last year…...c/s(specify JBD……….). 3) If there is a decline / increase, in your vis-à-vis last year in juice based drink section; the reason: a) More health consciousness among consumers b) Effect of programs of Baba ramdev, etc c) Price increase in soft drinks. d) Extra push of good for you category products in the market. e if any other ,plz specify………………………… 4) How often do you purchase juice based drinks, a)Once b) once in two days c) Once in weeks e) Others………………… 5) Any suggestion to improve the sale of SLICE (PEPSI) in the market. ……………………………………………………………………………………………………… ……………………………………………………………………………………………………… ………………………………………………………………………
Name of consumer. Occupation…………….. b) How often do you drink soft drink ( specify JBD ) CSD E) Once a day F) Once in two days
G) Once in a week H) Others 2) Have your consumption of JBD have gone up, remains same, gone down this year compared to last: a) Gone up………. Reasons: 1) More health consciousness. 2) Programs of Baba RamDev 3) Extra push of GFY products in the market. 4) Any other reasons…………………. …………………………………… 3) Which pack you consume the most? A) Tetra pack B) 250 ml C) 600 ml D) 1.2 lit .4) rank the following according to your taste and preference…. SLICE MAAZA FROOTI JUMPIN
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