INTRODUCTION

Cocomo is one of the star brands of

Bisconni. Available in 4 different
flavours Chocolate, Milk, Strawberry
and Orange in its unique biscuit shell
with doodles on it

Cocomo is available in Rs.5, Rs. 10,

Rs.25, & Rs. 50

The inflation led Bisconni to decrease

the quantity of Cocomo per packet
keeping the price constant

However with the rising inflation rate

of the country Bisconni is now wanting
to increase the price where as
keeping the previous quantity same
 Key Business Questions
We as a research team from SZABIST met Maria Ahsan,
DGM Marketing at Ismail Industries. Our team had a
meeting with the client where we discussed their
Problem, our client discussed the KBQs with us, and we
offered our research services to resolve their problem in
light of research, which was conducted under 4 months.

PROBLEM!
Due to inflation, the price of the raw materials have
increased which led Bisconni to increase the price of
cocomo as well, but are the consumers willing to buy
cocomo if it increases its price from Rs.25 to 30 and
Rs.50 to 60. What is the consumers reaction? will they
buy cocomo as often as they used to buy before the
price increase? Also what will be the consumer
reaction towards 14 pieces of cocomo in Rs. 20 pack.
 1. TO ANALYZE THE
CONSUMER BUYING RESEARCH
BEHAVIOR TO 2. TO IDENTIFY
INCREASE IN PRICES
OBJECTIVES THE IMPACT WILL
IN COMPARISON IT BE ON SALES
WITH COMPETITORS

3. TO ASSESS THE
FACTORS OTHER

THAN PRICE WHICH 4. TO DETERMINE

PERSUADE MEDIA VIEWING
CUSTOMERS TO BUY HABITS
COCOMO

 INFORMATION NEEDS

Will the consumer reaction Consumer reaction on quantity

be positive or negative of Rs. 20 cocomo

On negative reaction, how much Other factors that persuade

increase or no increase are they consumer to buy cocomo
willing to accept other than price

Alternative preferences over Look at the most used

social media platforms
cocomo
& TV channels watched by TG

Which factor gives a Are customers satisfied with

competitive edge over cocomo's marketing
competitors

 Age:
Gender
Primary 8-12 years
Male and Female
Secondary 13-19, 20-28, 29-35 years

Psychographics Behavioural
Parents or people who purchase snacks or Kids who like to eat biscuits on the daily
biscuits for their kids and for their guests and basis as a snack or for their school lunch and
kids who love biscuits a lot people who eat snacks for the hunger

satisfaction

Recruitment criteria
Target respondents of the study must be
user or the purchasers of the cocomo and
maximum they must be consuming cocomo
once in a week


Data collection Instrument Data collection Method

   
Questionnaire Face-to-Face Survey
   
 
 
 

Instrument Approval Length of data collection

  process/Interview
From client- Ismail Industries
  DGM 5-10 min survey
 
 SAMPLING TECHNIQUE: SAMPLE SIZE AND
NON-PROBABILITY CONVINIENCE SPLIT
SAMPLE SIZE:
181

Split in terms of,

Age: 8-12 years (primary)
42 responses
Age: 13-19, 20-28, & 29-34
(secondary)
109 responses
Age: 28-34,35-40, 41-45 & 45+
(Mothers)
30 responses
GANT CHART
 BUDGET
Particulars Costs

Materials / Supplies
2000
Cost

Primary Cost 1500

Travelling Cost 5000

Other Misc Cost 1500

TOTAL PROJECT
10,000
Cost
 EXECUTIVE SUMMARY
Cocomo is a brand by Bisconni which
was introduced in 2002 and now it
has four different flavors which
includes chocolate, milk, strawberry
and orange. Also it comes in four
different price ranges which are Rs.
5, Rs. 10, Rs. 25 and Rs. 50. Our KBQ
was to know the consumer reaction
regarding the price increase from Rs.
25-30 and Rs. 50-60 due to inflation
and also the preference of
consumers towards a Rs. 20 pack
with 14 pieces of Cocomo in it. We
did a quantitative research which
included a total of 181 responses
from primary, secondary audience
and mothers.
After the research we got to know
that people are likely to accept the
Rs. 5 increase in price and it won't
much effect their consumption
but showed much resistance
towards Rs. 10 increase in price.
Also the majority of the
respondents preferred having a
Rs. 20 pack with 14 pieces of
Cocomo in it. Other findings are
related to current consumption
habits, factors influencing buying
decisions, alternatives, media
viewing habits, Cocomo's
advertisement and marketing
strategies
 SPENDING / CONSUMPTION PRICING
PRIMARY AUDIENCE - KIDS Extremely
unlikely
Unlikely
Somewhat
likely
Likely
Extremely
likely
25+ Packets
19% 1 - 5 Packets
29%
IF Rs. 25 Cocomo Pack Price Increases to Rs.30

20 - 25 Packets Extremely Unlikely Unlikely Somewhat Likely Likely Extremely Likely

19%
6 - 12 Packets
12%
48% Male 52% Female 13 - 19 Packets 71.4% of the respondents are likely to consume the
21% same amount of Cocomo, 26.2% are unlikely to
consume the same amount while rest 2.4% are
29% of the respondents consume ‘1-5’ packets monthly,
extremely likely to consume the same amount
then 21% consume ’13-19’ packets, 19% consume ’19-25’

SKUs packets while the other 19% consume ‘More than 25’
IF Rs. 50 Cocomo Pack Price Increases to Rs.60
100% packets and the rest 12% consume ‘6-12’ packets
.
Extremely Unlikely Unlikely Somewhat Likely Likely Extremely Likely
SPENDING
Cocomo Only
100%
75%

35.7% of the 67% of the respondents are likely to consume

75% the same amount of Cocomo, 31% are unlikely
respondents spend
monthly ‘less than to consume the same amount while rest 2% are
50% 150’ while the other somewhat likely to consume the same amount
50%

35.7% spend ‘Rs.501-

800’, 23.8% spend IF Rs.20 Cocomo Packet comes with 14 Pieces of Biscuit
‘Rs.301-500’, 4.8%
25%
25% spend ‘Rs.151-300’ and
Extremely Unlikely Unlikely Somewhat Likely Likely Extremely Likely
none of them spend
‘Rs.800+’ monthly
55% of the respondents 0%

mostly buy Rs.10 packet, then

Rs 00

+
67% of the respondents are extremely likely to

. 1 .15

.3 30

.5 50

00
0%

-8
40% buy Rs.5 packet, 5% buy

Rs Rs

.8
Rs 1 -

Rs 1 -
prefer Rs.20 packet with 14 pieces of Cocomo in

01
Rs.5 Rs.10 Rs.25 Rs.50

0
an
Rs.25 packet while Rs.50
Th
it, 24% are likely to prefer, 7% are somewhat
packet is not mostly bought ss
likely to prefer and rest 2% are unlikely to prefer
Le

by respondents

 Factors of Biscuits that influences buying decisions Perception / Preference ALTERNATES OF COCOMO

1 2 3 4 5 HIGHLY
100%
Togetherness PREFERRED

14%
Love
75% 5
7% 1
4 Energetic
50% 55%
3
2
2
25%
1 3

0%
Quantity Quality Price Taste Variety Accessibility Happiness
64% 4
The top factor is taste as it is 100% on rank 1, second is quality as it is 71% on
rank 1 and third is price as it is 50% on rank 1, followed by quantity (35%),
64% of the respondents relate Cocomo with a feeling of
variety (31%) and accessibility (29%) on rank 1 5
happiness, 55% with energetic, 14% with togetherness,

7% with love and 2% with nostalgia

6
Factors of Cocomo that influences buying decisions

1 2 3 4 5 SOCIAL MEDIA USAGE

100% 7
100%

75%
75%
5
LOWLY
50% 4 50% PREFERRED

3
25% 25%
2
62% of the respondents prefer Chocolate chip,
1 0%
0%
Facebook YouTube Instagram
then 43% prefer Chocolatto, after that 38% prefer
Quantity Quality Price Taste Variety Accessibility
Prince biscuit, followed by Chocolava (33%), Oreo
(24%), Rio biscuit (21%) and Mayfair-WOW (10%)

The top factor is taste as it is 74% on rank 1, second is price as it is 64% on

rank 1 and third is quantity as it is 50% on rank 1, followed by accessibility 88% of the respondents mostly use Facebook, then 86%
(45%), quality (29%) and variety (5%) on rank 1 mostly use YouTube and only 2% mostly use Instagram

TV CHANNELS USAGE COCOMO AD RECALL COCOMO AD RECALL ON MEDIUM

100%
A sports
PTV Sports 21% 40
%
33% 75% 40% of the
60% of the respondents have not
respondents have watched Cocomo’s
seen ad of Cocomo 50%
Pogo advertisement while
recently while 40% 34% have seen it on
36% Cartoon Network have not seen 25% YouTube, 24% on TV
90% recently
60 and 2% on Facebook
%

0%

Facebook YouTube TV Not Watched

Nickelodeon
64% Ten Sports
21%
HOW SHOULD BISCONNI IMPROVE ITS MARKETING?

90% of the respondents mostly watch Cartoon network, then 64%

watch Nickelodeon, after that 36% watch Pogo, followed by PTV Sports
(33%), Ten Sports (21%), A Sports (21%) and Hum entertainment (7%)
Run Cartoon Character Series

Introduce Character Stationary

Carry out Events for Kids

SOCIAL MEDIA MARKETING
Run Social Media Campaigns

Align Promotional Strategies with Every Festival

Collaborate with Other Brands / Resturant

Sponsor Upcoming New Movies

Conduct Giveaways

52 % Yes 48% No
0% 25% 50% 75% 100%

52% of the respondents think that Cocomo is actively
marketing on its social media platforms while the rest
48% think that they aren't actively marketing
Strongly Disagree
The three statements to which majority of the respondents ‘strongly Disagree
agree’ are ‘Should run its own cartoon character series (67%)’, ‘Should
introduce its character stationary (67%)’ and ‘Should carry out events for
Neither Agree Nor Disagree

kids (60%)’ Agree

Strongly Agree
 SKUs SPENDING
SECONDARY AUDIENCE
100%

GENDER 75%
Cocomo Only

50%
100%

25%

75%
54% Male 46% Female 0%
Rs.5 Rs.10 Rs.25 Rs.50

AGE 59% of the respondents mostly buy 'Rs10' packet, 18% buy 'Rs 50'
packet, 15% buy 'Rs 5' packet and 8% buy 'Rs 25' packet
50%
29 - 34

11%
SPENDING / CONSUMPTION
25%
20-25 Packets
13 - 19 9%
42%
13 - 19 Packets 1 - 5 Packets
18% 42% 0%

Rs 00

+
. 1 .15

.3 30

.5 50

00
20 - 28

-8
Rs Rs

.8
Rs 1 -

-
01

01
47%

5
an
Th

Rs
ss
6 - 12 Packets

29%
The Data shows that most of the respondents
are aged commonly from
42% of the respondents consume '1-5' packets, 29% consume '6-12'
13 - 19 (42%) and 20 - 28 (47%) packets while 18% and 9% consume '13-19' and '20-25' packets
respectively whereas 2% consume 'more than 25' packets
Le
50% of the respondents spend monthly 'less
than 150', 26% spend '151-300', 16% spend '301-
500' and rest 8% spend '501-800' and none of
them spend ‘Rs.800+' monthly

 PRICING Factors of Biscuits that influences buying decisions PERCEPTION / PREFERENCE

Extremely Somewhat Extremely
unlikely
Unlikely
likely
Likely
likely Togetherness
13%
1 2 3 4 5
100%

IF Rs. 25 Cocomo Pack Price Increases to Rs.30 75% 5

4
Happiness
Extremely Unlikely Unlikely Somewhat Likely Likely Extremely Likely 53%
50% Nostalgia
3
57%
2
25%
37% of the respondents are likely to consume the same 1
amount, 34% are somewhat likely to consume the same Energetic
0%
amount, 16% are unlikely to consume the same amount, 9% Quantity Quality Price Taste Variety Accessibility 9%
are extremely likely to consume the same amount and 4%
are extremely unlikely to consume the same amount 57% respondents relate cocomo with Nostalgia, 53% with
The factor that persuade the most to the respondents to buy biscuit is

Happiness, 13% with Togetherness, 9% with Energetic and
taste 75%, quality which is 62% and quantity which is 48%
IF Rs. 50 Cocomo Pack Price Increases to Rs.60 other 9% with Love

Extremely Unlikely Unlikely Somewhat Likely Likely Extremely Likely

Factors of Cocomo that influences buying decisions

TV CHANNELS USAGE

1 2 3 4 5 None
39% of the respondents are unlikely to consume the same 100% 4%
Hum Entertainment
Urdu 1 41%
amount, 30% are somewhat likely to consume the same 8%
amount, 15% are extremely unlikely to consume the same
Nickelodeon
amount, 13% are likely to consume the same amount and 75% 5
13% ARY Digital
3% are extremely likely to consume the same amount 4 Cartoon Network 36%
17%
50%
IF Rs.20 Cocomo Packet comes with 14 Pieces of Biscuit 3
Geo Entertainment
2 19% A Sports
25% 30%
Extremely Unlikely Unlikely Somewhat Likely Likely Extremely Likely PTV Sports
1
25% Ten Sports
ARY News
0% 27%
25%
Quantity Quality Price Taste Variety Accessibility

39% of the respondents are likely to prefer Rs.20 packet

with 14 pieces of Cocomo in it, 36% are extremely likely to The channels mostly watched by respondents are Hum
The factor that persuade the most to the respondents to buy cocomo is
prefer, 18% are somewhat likely to prefer, 6% are unlikely to entertainment (41%) , ARY Digital (36%) and A Sports (30%)
taste which is 61%, then accessibility which is 44% and price which is 33%
prefer and 1% are extremely unlikely to prefer

ALTERNATES OF COCOMO SOCIAL MEDIA USAGE COCOMO AD RECALL

100%
HIGHLY
PREFERRED 75%

57
50%
1

%
25% 43% people said they have
2 seen cocomo’s advertisements
0% recently and 57% people said
No they haven’t seen any

ok

at

43%
te
ub
3 cocomo’s advertisement

ra

ch
bo

it
ut
ag

Tw
ap
ce

Yo
recently

st

Sn
Fa

In
4

77% of the respondents mostly use Instagram, then 56%

5 mostly use Facebook, 50% mostly use YouTube, 20% mostly
use Snapchat and only 7% mostly use Twitter
6

SOCIAL MEDIA MARKETING

COCOMO AD RECALL ON MEDIUM
100%
7
75% 78%
50%
LOWLY
PREFERRED 25%

0%
Top preference is Oreo as its 41%, on second its chocolate
22% 78% people responded with "NO”
ok

TV

ed
ub
ra
bo

ch
chips (39%) and prince biscuit (39%), followed by Chocolatto the rest 22% people said that “YES"

ut
ag

at
ce

Yo
st

W
Fa

(38%), Chocolava (28%), Rio biscuit (20%) and Mayfair-WOW cocomo is actively marketing on its
In

ot
N
(5%) social media platforms

57% of the respondents have not watched Cocomo’s

advertisement while 25% have seen it on TV, 8% on
Youtube, 6% on Instagram and 4% on Facebook
HOW SHOULD BISCONNI IMPROVE ITS MARKETING?

Run Cartoon Character Series

Introduce Character Stationary

Carry out Events for Kids

Run Social Media Campaigns

Align Promotional Strategies with Every Festival

Collaborate with Other Brands / Resturant

Sponsor Upcoming New Movies

Conduct Giveaways

0% 25% 50% 75% 100%

Strongly Disagree

The two statements which had most percentage among the others for ‘strongly agree’ are Disagree
‘Should carry out giveaways (49%)’and ‘Should carry out events for kids (43%)’, the four
statements to which majority of the respondents ‘agree’ are ‘Should run its own cartoon Neither Agree Nor Disagree
character series (50%)’, ‘Should introduce its character stationary (51%)’, ‘Should run social
Agree
media campaigns (53%)’ and ‘Should align promotional strategies with every
festival/occasion (58%)’ Strongly Agree

 Mothers Only SPENDING 1/2 PRICING

Snacks Only
Extremely Somewhat Extremely
100% unlikely Unlikely likely Likely likely

AGE
45+ 63% of the
3% 75% respondents mostly
spend monthly
between the range IF Rs. 25 Cocomo Pack Price Increases to Rs.30
41-45 50% of Rs. 1100-3000 for
30% 28-34 The data shows that most
snacks for their
43% of the mothers are aged Extremely Unlikely Unlikely Somewhat Likely Likely Extremely Likely
25% children, 30%
between 28-34 and 41-45
mostly spend less
than Rs. 1000 while
0% 7% mostly spend
more than Rs. 5000 40% of the respondents answered 'Somewhat

0
00

00

00

00
likely', 27% answered 'Unlikely', while 23%

.1

-3

-5

.5
Rs
answered 'Likely', whereas 10% answered

Rs
35-40

0
10

10
an

an
24% 'Extremely unlikely'

Th

.1

.3

Th
Rs
Rs
ss

e
or
Le

M
IF Rs. 50 Cocomo Pack Price Increases to Rs.60
SKUs
Extremely Unlikely Unlikely Somewhat Likely Likely Extremely Likely

SPENDING 2/2

100% Cocomo Only

100%
57% of the 37% of the respondents answered 'Somewhat
respondents spend likely', 33% answered 'Unlikely', while 27% answered
75% 75% monthly less than Rs. 'Extremely unlikely', whereas 3% answered 'Likely'
150 on Cocomo for

their children, 20%

50% 50% IF Rs.20 Cocomo Packet comes with 14 Pieces of Biscuit
spend between
Rs.151-300 while
60% of the respondents 25% other 20% spend Extremely Unlikely Unlikely Somewhat Likely Likely Extremely Unlikely
25%
mostly buy Rs.10 packet of between Rs.301-500
Cocomo for their children, while the rest 3%
0% spend more than
20% buy Rs.5 packet while 0%
Rs.800 30% of the respondents answered 'Somewhat
50

00

00

00

+
13% of the respondents buy Rs.5 Rs.10 Rs.25 Rs.50

00
.1

-3

-5

-8
Rs. 50 packet whereas the
likely', while the other 30% answered 'Likely', 20%
Rs

.8
51

01

01

Rs
an

answered 'Unlikely', 13% answered 'Extremely

.1

rest 7% buy Rs.25 packet

.3

.5
Th

Rs

Rs
Rs

likely', whereas 7% answered 'Extremely unlikely'

ss
Le

 Factors of Biscuits that influences buying decisions ALTERNATES OF COCOMO

TV CHANNELS USAGE
1 2 3 4 5
100% BBC News HIGHLY
Geo News
3% PREFERRED
23%

75%

1
5
50%
4
2
Ary Digital
3
67%
25% Hum Entertainment
2 50%
3
1
0%
Quantity Quality Price Taste Variety Accessibility
4
67% of the respondents watch ARY digital, then Hum
The top factor that persuades respondents to buy biscuit for their children
entertainment which is 50%, after that GEO news
is taste and quality which is 67%, then Accessibility 53%, after that Variety
which is 23%. Followed by BBC News which is 3%. 5
which is 43%, then Quantity which is 37%, last is Price which is 20%

6
SOCIAL MEDIA USAGE
Factors of Cocomo that influences buying decisions
100%
1 2 3 4 5
100%

75%
7 7
75%

5 50%
50%
4
25%
3 LOWLY
25%
PREFERRED
2
0%
Facebook Instagram Youtube Snapchat Twitter
0% 1
Quantity Quality Price Taste Variety Accessibility
57% of the respondents prefer Chocolatto, then 53%
The top factor that persuade respondents to buy Cocomo for their prefer Chocolate chip, after that its Oreo (50%),
children is Taste (50%) , then quality (43%), then Accessibility (40%), 87% of the respondents use Facbook, then Youtube which is 57% followed by Prince biscuit (33%), Chocolava (30%,
after that Quantity (30%), then Variety (20%) and Price (20%) after that Instagram which is 40%, followed by Snapchat and Rio biscuit (10%), Zeera plus (3%) and TUC (3%)

twitter 10% and 7% respectively

 COCOMO AD RECALL ON MEDIUM

COCOMO AD RECALL
100% HOW SHOULD BISCONNI IMPROVE ITS MARKETING?

75%

57
% 50%
57% of the
respondents
answered “No’’ they 25% Run Cartoon Character Series
have not seen any
0% Introduce Character Stationary
Ad of Cocomo
recently while the

ok

TV

ed
Carry out Events for Kids

ub
bo

ch
rest 43% answered

uT

at
ce

Yo

w
43

Fa
‘’Yes’’ Run Social Media Campaigns

ot
%

Align Promotional Strategies with Every Festival

26% of the respondents have watched it on
Tv, 57% have not watched while the rest Collaborate with Other Brands / Resturant
have watched on YouTube (10%) and
Facebook (7%) Sponsor Upcoming New Movies

Conduct Giveaways
SOCIAL MEDIA MARKETING 0% 25% 50% 75% 100%

Strongly Disagree
43% 57%
47% of the respondents strongly agree that it 'Should run its
Disagree
cartoon character series', 44% strongly agree that it 'Should
carry out giveaways', 57% agree that it 'Should introduce its Neither Agree Nor Agree
57% of the respondents character's stationary' and 53% agree that it 'Should align its
promotional strategies with every festival/occasion' Agree
answered “No’’ as they think
that Cocomo is not actively
Strongly Agree
marketing on its social media
platforms, while the rest 43%
answered ‘’Yes’’

 RECOMMENDATIONS
Among all the primary, secondary
audience and mothers, Rs. 10
packet is the mostly bought
packet so Bisconni should focus
more on its production and make
sure this packet is easily
accessible
Among all the primary, secondary
audience and mothers, the idea of
Rs. 20 packet with 14 pieces of
Cocomo was preferred so Bisconni
should go in with it
For primary audience (kids), the
digital platforms they should use are
Facebook and YouTube
Among all the primary,
secondary audience and
mothers, the resistance towards
Rs.10 increase was more than Rs.
5 increase so they should go on
with Rs. 5 increase as majority of
them are not likely to decrease
their consumption with Rs. 5
increase
For secondary audience, the digital
platforms they should use are
Instagram, Facebook and YouTube
but the top one is Instagram so
they should allocate more budget
on Instagram to reach secondary
audience
 RECOMMENDATIONS
For kids, second most important factor is
price which persuades them to buy Cocomo
which shows that they have limited
purchasing power so they go for cheap items
and if there is a drastic increase in price they
may shift to other cheap alternatives so in
order to keep them loyal to the brand,
providing them suitable prices is a must and
third most important factor was quantity so
make sure that if prices are being slightly
increased, the quantity shouldn't decrease
but remain the same
For secondary audience, price is the
third most important factor so the
same thing applies for them too
In order to engage secondary
audience and mothers with the brand,
they should carry out giveaways and
align promotional strategies with
every festival/occasion
For mothers, the digital platforms they
should use are Facebook and YouTube
For primary audience (kids), the TV
channels on which they should run ads
are Cartoon network, Nickelodeon and
Pogo
For secondary audience and mothers, the
TV channels on which they should run
ads are Hum entertainment & Ary Digital
The marketing strategies they need to
adopt are that in order to attract kids
towards the brand they should run its own
cartoon character series, should introduce
its own cartoon character stationary and
should carry out events for kids in malls
and schools
In order to engage secondary audience and
mothers with the brand, they should carry
out giveaways and align promotional
strategies with every festival/occasion
RECOMMENDATIONS
Also Bisconni should run social media
campaigns which could be based on sharing
nostalgic moments, hiring popular influencers
like Zarrar khan to share Cocomo dessert recipe
and people have to copy that desert and share
picture by tagging 'Cocomopakistan' in order to
enter the contest and win cash prize, hiring
influencers to create dance moves on
#cocomomujhebhido jingle and then people
sharing videos with the on going trend and also
they can ask people to write a song on
#cocomomujhebhido and the best 3 will enjoy a
free concert of Asim Azhar and get a chance to
meet him too

THANK YOU!