Professional Documents
Culture Documents
Tomato Ketchup
Tomato Ketchup
Till 1970’s and 80’s Maggie and Kissan were the major
ketchup brands but after liberalization Heinz entered Indian
market which offered tough competition . These major giants
are also facing competition from many local players like
Tops, Cremica and other local brands.
MAGGI
TOMATO KETCHUP
1. Tomato Chilli
2. Masala Chilli
3. Chilli Garlic
PRODUCT LINE
• Tomato Ketchup
• Teekha Masala
• Tomato Chatpat
• Tomato Pudina
MARKETING MIX
• Product
• Price
• Place (distribution)
• Promotion
These four P's are the parameters that the marketing manager
can control , subject to the internal and external constraints
of the marketing environment. The goal is to make decisions
that center the four P's on the customers in the target market
in order to create perceived value and generate a positive
response .
- new competitors,
- new legislation ,
Price variables
• Discount structure
Product variables
• Quality
• Packaging
• Brands
• Service
Promotion variables
• Advertising
• Sales promotion
• Personal selling
• Publicity
Place variables
• Channels of distribution
• Outlet location
• Sales territories
• Warehousing system
MAGGI KISSAN
PRODUCT
PRODUCT
PROMOTION
PLACE
PLACE
PRICE
1. Core benefit
PRODUCT DIFFERENTIATION
1. Form
2. Features
3. Performance quality
4. Convenience
5. Durability
6. Reliability
7. Style
According to our product, the form shape , size , physical
structure of Maggi is very attractive as it is easy to carry,
comes in various packs and sizes according to customers
convenience . For example “Maggi Pichkoo ketchup” packs
which is a smaller quantity consumption variant.
OUTCOME CONSTRAINTS
Ingredients Cost
Processes Quality
Additives Safety
Patent Legal
… …
Training Quality
R&D Know-how
… Knowledge …
Creativity
Competition
Academic
Inventors
Suppliers
RESEARCH METHODOLOGY
This will be done from the secondary data collected from the
websites and the food consultants.
1. SURVEY METHODS
2. QUESTIONNAIRE DESIGN
1. Name:
…………………………………………………………………………………………..
2. Occupation:
………………………………………………………………………………….
3. Family Monthly Income:
4. Location:
……………………………………………………………………………………….
5. Age:
6. Family type:
Joint Nuclear
Yes No
Maggi
Kissan
Heinz
Tops
Cremica
Other ....………………………………………………………………………………….
9. Have you ever used Maggi Tomato Ketchup?
Yes No
10. If no , it is because :
Lack of awareness
Lack of availability
Others …………………………………………………………………………………….
Newspaper advertisements
Radio
T.V. advertisements
Word of mouth
Point of sale
Yes No
13. Does celebrity endorsement prompt you to purchase
Maggi Tomato Ketchup?
Yes No
Yes No
Discounts offer
Combo packs
Other ………………………………………………………………………………………
Nearby store
Retail store
Whole seller
Tomato Ketchup
Teekha Masala
Tomato Chatpat
Tomato Pudina
Pichkoo Pack
200 g
600 g
1kg
21. How frequently you purchase Maggi Tomato Ketchup?
Every week
Every month
Occasionally
Taste
Color
Thickness
23. Any further suggestions: ……………………………………………..
…………………………………………………..
………………………………………………………………………………………………….
3. SAMPLING DESIGN
5. SAMPLE SIZE
The data collected via survey was entered into the excel sheet.
The results were tabulated and analyzed . According to the
analysis relevant inferences has been made related to each
question .
Based on the question no. 22 of the questionnaire , a
hypothesis was analyzed . The hypothesis is that the color and
the thickness of tomato ketchup are equally important to the
respondents of the survey conducted . Using sign test this null
hypothesis has been rejected and the alternate hypothesis has
been accepted .
DATA ANALYSIS
1. SOURCE OF INFORMATION ABOUT MAGGI TOMATO
KETCHUP
NEWS PAPER 14
RADIO 3
T.V. AD 97
WORD OF MOUTH 23
POS 15
OTHER 5
INFERENCE:
2. REMEMBER ANY TV AD
YES 113
NO 16
INFERENCE:
YES 39
NO 89
INFERENCE:
2 64 57 5
INFERENCE:
NEAR BY STORE 78
RETAIL STORE 51
OTHER 7
INFERENCE:
This graph highlights the impact of organized retail on
unorganized sector, unorganized still being the dominant, as
around 38% of consumer make purchases of Tomato Ketchup
from retail store .
SIZENO OF RESPONDENTS
PICHKOO 6
200g 39
600g 28
1Kg 59
INFERENCE:
This graph figures out that the larger sized bottle of Maggi
Tomato Ketchup is largely demanded even in the presence of
smaller sized bottles and even the new Pichkoo.
7. FREQUECY OF BUYING MAGGI TOMATO KETCHUP
EVERY WEEK 11
EVRY FORTNIGHT 7
EVERY MONTH 63
OCCASIONALLY 44
INFERENCE:
FLAVOURS NO OF RESPONDENTS
Tomato Ketchup 67
THEEKHA MASALA 5
Tomato Chatpat 10
Tomato Pudina 7
INFERENCE:
DISCOUNTS 32
BOGO 47
COMBO 32
OTHERS 12
UNAWARE 8
INFERENCE:
This graph infers that “Buy One Get One Free” offer of Maggi
Tomato Ketchup is the first choice among the consumers. This
shows that consumers are price sensitive too and they prefer
buying when there are offers running around .
SOLOCCCR 37 71 20
THICKNESS 67 53 8
COLOR 37 71 20
INFERENCE:
HYPOTHESIS TESTING
METHOD:
1 2 1 1
2 2 1 1
3 3 2 1
4 3 1 2
5 2 1 1
6 2 1 1
7 2 1 1
8 2 1 1
9 1 3 -2
10 2 1 1
11 2 1 1
12 2 1 1
13 2 1 1
14 3 2 1
15 2 1 1
16 2 1 1
17 2 1 1
18 3 1 2
19 2 1 1
20 3 2 1
21 3 1 2
22 1 2 -1
23 1 2 -1
24 2 1 1
25 2 1 1
26 1 2 -1
27 3 1 2
28 1 2 -1
29 2 3 -1
30 3 1 2
31 2 1 1
32 2 1 1
33 2 1 1
34 2 1 1
35 2 1 1
36 2 1 1
37 3 2 1
38 1 2 -1
39 2 1 1
40 2 3 -1
41 3 2 1
42 2 1 1
43 3 2 1
44 3 2 1
45 3 2 1
46 3 2 1
47 2 3 -1
48 2 3 -1
49 2 1 1
50 3 1 2
51 1 2 -1
52 2 1 1
53 3 2 1
54 3 1 2
2. NO OF POSITIVE SIGN= 43
NO OF NEGATIVE SIGN=11
pH(0)= 0.5
qH(0)= 0.5
n= 54
p= 0.79
q= 0. 21
6. Z (test) = 4.264
Z (critical) = 1.96
INTERPRETING THE RESULTS:
The data collected from the survey clearly shows that taste is
the most important factor while purchasing the tomato
ketchup.
PRODUCT
PLACE
PROMOTION
PRICE
1. SAMPLING ERROR :
2. RESPONSE ERRORS:
4. RECORDING ERROR :