Market research on Horlicks Foodles

Submitted By: Rezaul Amin Choudhury Roll 32 MBA 3rd Semester

Introduction:
GlaxoSmithKline Consumer Healthcare (GSKCH) with its flagship brand name Horlicks has forayed into the noodle market with a view to stand out against other noodle makers by offering the consumer a healthy noodle called as Horlicks Foodles. The brand name, Foodles with its punch line “noodles without a ‘no’ ” seems to be an attempt to distance themselves from the regular noodles. Although projected as a healthy noodles, but it is not a lone maker of such product; potential competition is faced from noodle makers like “Maggi” who have their own product line of healthy noodles. In this report, a study has been made on consumer attributes along with an attempt to see consumer healthy food product as one such attribute in order to the market. A comparative analysis has been made preferences over various product responses towards noodles as a determine Foodles future stand in to see the extent of competition

Some other players in this market include CG Foods (Wai Wai ) and Nissin Foods (Top Ramen). ragi. They operate under the brand names of Maggi. This includes rice. Market competitors: The market has some aggressive competitors. namely Nestlé. In total fifteen variants are available in the market. OBJECTIVE OF STUDY: • • To study customer behaviour while purchasing noodles. SAMPLING UNIT: . Maggi is the market leader with a share of over 70 per cent. Also a study on the more of promotion of Foodles is also conducted. Each variant comes with different flavor.faced by Foodles with other market players. Product profile in brief: The products including a 4-grain and regular variant with nine different vitamins are aimed at cueing health. Knorr Soupy and Noodles. Mayos and Yummy noodles. wheat and corn. The sample size is 30. respectively. Hindustan Unilever. To understand the perception of customers towards various brands of noodles available in the market METHODOLOGY: DATA SOURCE: PRIMARY RESEARCH APPROACH: EXPLORATORY SAMPLING PLAN: The sample was selected on the basis of simple random sampling.

Howard And Sheth Model . The study also helps in getting a perception of the customers about the various products. SCOPE AND LIMITATIONS OF THE STUDY: • • The study is confined to Guwahati The study is done on the sample interviewed on a particular day SIGNIFICANCE: The significance of the study lies in the fact that it helps in understanding the considerations that a customer make before actually purchasing noodles. Data are collected by filling up the schedules by me on the basis of replies given by respondents. The response obtained was entered in Microsoft Excel Sheet and the average scores for each factor were taken. DATA COLECTION TECHNIQUE: The technique used for collecting data is the use of interview schedules with relevant questions.The sampling unit on which the study was done are residents of Guwahati. Data obtained by Likert scaling: Customers were asked to rate each factor on a scale of five. In the process the respondents were personally met and questions were asked pertaining to enquiry and collect the desired information.

(Fig: representing Howard and Sheth model) .

5921 .8333 2. Error 7.4795 .949E-02 8.7667 3.4983 .00 4. Deviation Statistic .1081 .8000 3.202E-02 7.854E-02 8.920E-02 9.4333 3.00 2.00 1.7701 .00 Statistic 4.5040 .00 3.6667 2.6667 Std.1406 9.Analysis: Important input stimulus considered by consumers while buying ice cream: Descriptive Statistics of the attributes considered while buying noodles N Minimum Maximum Mean Statistic TASTE AVAILBILITY BRAND DIFFERENT FLAVOUR OFFERS FOOD VALUE VARIOUS QUANTITY AVAILABLE FAMLY PRFERENCE REFERENCE FROM FRIENDS PACKGING Valid N (listwise) 30 30 30 30 30 30 30 30 30 30 30 Statistic 4.4901 .00 3.00 3.00 4.00 2.4000 3.4302 .00 5.00 4.754E-02 .3790 .8333 4.00 5.6333 2.00 3.00 4.00 3.097E-02 .1207 Std.00 3.00 4.4068 .6609 INTERPRETATION: .00 3.4000 3.428E-02 6.00 Statistic 5.00 4.

6 4.0% .0 au d lt v t re s ae n T SE AT .0% 3 2.0% TASTE 5.4 12.0% 24 24.8% 10.It is clear from the bar diagram that people mostly considers taste.3% 22.2 50.2% 6.0% 18.3% 3. availability of different flavours.0% 3.3% Total 2.3% 4. Cross tabulation of the important factors considered as per age group: TASTE * AGE Crosstabulation 4.5% 100.0% 13 12.8 33.2 29.0% 20.2% 81.0 100.0% 3.8% 23.3% 1 1.2% 50.3% 43. availability in different quantities and family preference as potent attributes and points while buying noodles.7% 7 7.00 1 4 1 2 1 0 8 6 AE G c ild n h re te n g rs eae 4 Count 2 0 4 0 .4 16.00 2 1.8 54.0% 10.0% 6 6.0 100.00 3 3.0 5 0 . brand name.6 .0% 20.7% 50.00 Count Expected Count % within TASTE % within AGE % of Total Count Expected Count % within TASTE % within AGE % of Total AGE 1.0% .00 0 .2% 77.00 1 .0% 80.0% 80.

0 100.3% 9 6.0% 40.0% 5.0% 60.6 16.4 38.0% 4.2 5.7% 3.6% 50.6 38.3% 30.9% 43.0% 56.0% 40.8 16.7% 22.BRAND * AGE Crosstabulation AGE 4.0% 0 1.0% Total 18 18.2% 6.0% .00 Count Expected Count % within BRAND % within AGE % of Total Count Expected Count % within BRAND % within AGE % of Total 1.3% 2.4 75.0 100.0% 10.00 3 1.3% 2 3.8% 23.0% 3.3% 1 .7% 100.00 7 5.9% 77.00 BRAND .0% 12 12.0% 3.3% 50.0% .0% 60.2 .00 1 1.8% 23.8 8.00 7 9.

0 5 0 . .1 0 8 6 4 A E G ch re ild n 2 te n g rs eae au d lt Count 0 4 0 .0 va ra s te n B AD RN It is clear from the cross tabulations that most of the adults. who make purchases for their family considers brand name and taste as the important points which they consider while making purchases of noodles.

5 1 .0 . .0 -.0 -.5 -1 .0 -1 .5 -2 .0 .0 wa i iwa to ra n p m ko ol n rn d yu m my mg i ag m yo a s fo d s o le brand association INTERPRETATION: On constructing an Eclidean distance model in terms of brand association and attributes considered while purchasing.5 0 .5 0 .5 1 .0 1 . it was found that Horlicks foodles is way below consideration as compared to other brands of noodles.5 -1 .0 -1 .5 2 .brand attributes cosidered for buying D riv d S u s C n u tio e e tim lu o fig ra n E clid a d n m d l u e n ista ce o e 1 .

537 -.008 .055 .003 .632 .042 -.544 .786 .339 .003 .431 -.146 .036 .266 .079 .077 -. and availability in different quantities.193 -.290 .002 -.357 -.302 6 .172 -.Standardized Canonical Discriminant Function Coefficients SL NO Function 1 2 3 1 2 3 4 5 6 7 8 9 10 TASTE PRICE AVLIBILITY FLAVOURS OFFERS FOODVALU PACKAGIN DIFFERENT QUANTITY AVAILABLE FAMILY PREFEREN CE REFFERNC E -.185 -.454 .051 . .366 -.733 -.373 -.907 .024 .321 .330 .093 .028 .082 .189 -.118 -.580 5 .304 .and food value.007 -.680 -.142 From the scatter plot diagram above.025 -.033 .196 .004 .163 -.317 .156 .200 -.027 -.110 -.392 -.238 .117 .761 . it is seen that ‘foodles’ stands good in terms of taste. However it lacks in preferences made by family members.138 .074 -.317 4 .497 -.

It also competing well in terms of taste. horlicks foodles is recognised in the market.CONLUSION: From the analysis it is seen that brand relation wise. . The success of foodles will be significantly be dependent up on the mentioned factors. and food value .however it lags behind in providing much flavours. family preferences. and offering different quantities of the product in the market.

QUESTIONAIRRE: (TICK THE APPROPRIATE OPTION) 1) Name of the respondent ……………………………………… 2) Gender: 3) Age: Male Children teenager Female. adult Yes No veteran 4) Do you consume noodles? 5) How important are the following attributes to you when you purchase noodles? Attributes Taste Availability Brand name Different of flavors Promotions and offers Food value Availability in various quantity Family preference Kins and friend’s Reference Attractive packaging Very Strongly strongly Neutral poorly Very poorly 6) Do you think that it is important that noodles should have higher food value? Yes No .

then will you buy “foodles”? Yes No .7) Are you aware of the newly launched noodles called ‘Foodles’? Yes 8) No How do you perceive the following companies performance in the following attributes: (Rate between 1 and 5) 1=least importance and 5=high importance Attribute s Taste Availability Brand name Different of flavors Promotions and offers Food value Availability in various quantity Family preference Kins and Reference Attractive packagin g 9) Magg Top Foodle i Rayme s n Knor souppy noodles Mayo s Waiwai Yummy noodles If your favorite brand is not available will you buy some other related brand? Yes No 10) If yes.

1 for lowest and 7 for highest) Maggi Top Rayme n Foodles Knor soupp y noodl es Mayos Waiwai Yummy noodles Maggi Top Rayme n Foodles Knor soupp y noodl es Mayos Wai-wai Yummy noodles .11) How will you rate the following brands in rows against those in column? (rate from 1 to 7.