Professional Documents
Culture Documents
Group 15
Arpit Aggarwal | Divyanshi Jadav | Pranav Bhoyar | Rhythm Jain | Siddharth Malhotra
1811227 1811242 1811232 1811244 1811255
MDP and MRP
Management Decision Problem
To increase the sales and hence market share of Unibic Cookies
MRP Components
Core Connections
- Tasty
- Attractive Packaging
- Variants
- Cookies
- Premium
MRP 1 - Analyze the premium cookies/biscuit market in India and different players in the market
Hide and Seek, Good Day, Parle G, Bourbon, McVities were top biscuits
Top of the mind brands
in mind of customers, 2/6 interviewees mentioned Unibic as TOM brand
Good Day Chunkies – Soft; Magic Moms – Crispy & Sweet; Unibic Choco
Blind Test
–crunchy; Unibic was least preferred in taste among all customers
Good Day and Parle G have childhood nostalgia associated with them
Brand Associations Milano, Dark Fantasy and Chunkies are perceived as premium.
Interviewees did not have any unique brand association with Unibic
Female- 46 (25-35): 51
31% 34.22%
Survey Data
Healthy cookie segment Flavoured cookie segment Overall cookie segment
Performance Performance
• Need to improve on dryness factor.
• Look and texture
• Flavor & taste are very important factors for both type of users and Unibic is not performing well on both
these attributes on some types of cookies. There is scope of improvement on these attributes
MRP 2 - Identify factors affecting customer preferences and buying behaviour for cookies market in India
Taste
Top factors affecting
rating of Unibic
Premium
cookies
Function 1 Function 2
• Appropriate for • Nuts
guest • Offers
• Premium • Colorful
• Sweet • Taste
• Office • Variants
• Easily Available • Indian
• Crunchy • Chocolate
• Healthy • Party
• Soft
• Rough Texture
• Expensive
• Attractive Packaging
One-Sample Test
Test Value = 1.5
95% Confidence Interval of
Mean the Difference
Hypothesis 1 t df Sig. (2-tailed) Difference Lower Upper
Are you aware of Unibic
-4.135 76 .000 -.214 -.32 -.11
as a cookie brand?
NPS= -18
4
3 4
2 3
1 2
0 1
0
ek y y c ic
as no Da bi ag
Se nt ila
i
& Fa M od Un M
e rk Go 's
d om
Hi Da M
s t
a
fe
S un
MRP 4 –Suggest and Evaluate ways to increase sales of Unibic among existing users and aware of Unibic but not used
Favourite Brand Overall Overall Unibic Radar Map for Healthy Cookies
Decrease importance Favouri te Heal thy Overal l Uni bi c
Crunchi nes s
Drynes s 10 Fl avours
19.7
3.82
3.44
3.43
17.1
Amount (Rs.)
3.29
16.5
Mean
Mean
3.2
3.3
Chee se Nutella Pea nut butt er Chee se Nutella Pe a nut butt e r Che ese Nutella Pea nut butt er
Concept Product Concept Product Concept Product
Recommendations
Many users informed that they’ve received broken No. of variants is an important factor for consumers.
cookies when purchased from a vending machine or The survey showed that people were aware of just 5-
local kirana store. This can be improved by going for a 6 variants from wide range of 30+ variants, thus
tighter packaging like that of hide & seek or change there is a need to evaluate these variants or improve
the packaging in such a way to avoid such issues distribution. Unibic can introduce new variants like
Nutella cookies, which consumers have shown an
interest to buy.
Currently Unibic is doing very well in Tier1 and Metro cities specially South India. In order to expand, they
need to move to North India, where TV ads are important avenues to publicise. Also introduction of Rs. 5
01 packs along with greater availability in kirana & pan shops, will help them expand to Tier2 markets
Unibic is perceived to have rough texture and is dry as compared to its competitors. Improving on these
02 factors would help increase sales
Total no. of regular user consumers in healthy segment is just 16%. Given that Unibic is one the market leaders
03 in this segment, it needs to play a proactive role in increasing the awareness & growth of the segment
Many users informed that they’ve received broken cookies when purchased from a vending machine or local
04 kirana store. This can be improved by going for a tighter packaging like that of hide & seek or change the
packaging in such a way to avoid such issues
No. of variants is an important factor for consumers. The survey showed that people were aware of just 5-6
05 variants from wide range of 30+ variants, thus there is a need to evaluate these variants or improve
distribution. Unibic can introduce new variants like Nutella cookies, which consumers have shown an interest
to buy.
Thank You!
Keep Munching…