RESEARCH PROBLEM FOR MAXI FAIR 2017

COMPANY : MONDELEZ | BOURNVITA

TEAM NAME: PARATHAS AND SAMBHAR

 INDUSTRY ANALYSIS

Overview Competitor Profile

India is the world’s largest market for malt based hot drinks with
6000 crore retail sales and is expected to grow at a rate of CAGR 7% Horlicks Bournvita

Market Share : 53% Market Share : 17%

Positioning: Positively enhances
By 2020, India is expected to account for 47% of global malt-based
physical and mental growth
hot drinks, up from 41% in 2015 Market leader, it has 8 variants present
Tag Line: ‘Taller Stronger Sharper’
5 variants of bournvita are present
Positioning: Grow faster and enhances
goodness & taste of milk (Calcium)
Tag Line: ‘Taiyari Jeet Ki’

The southern and eastern parts of the country comprise of 70% of

the market, the eastern belt contributes to one-third of the market
Complan Boost
Bournvita has a strong hold in the northern and western part of the Market Share : 11% Market Share: 13%
country while Horlicks is the market leader in the south and east 8 variants of complan are present There are 2 variants present
Positioning: Grow taller at faster rate Positioning: Energy drink for stamina
Tag Line: ‘I’m a complan boy, I’m a Tag Line: ‘Boost is the secret of my
complan girl’ energy’
India ranks first in milk production, accounting for 18.5% of world
production and growth of 6.26%

Milo Nutramul & Pro

Per-capita consumption of milk in India is 300 gms in which the
north-western part of the country consume 426 ml of milk
Market Share : 6%
 RESEARCH PROBLEM & OBJECTIVE

Exploratory Research Objective

Kids require: Is MFD the only product to fulfil this need?

Stamina, Energy, • We need to identify if consumers feel if MFDs are the most
Strength, Nutrition Need Met by MFDs effective product
etc. for growth • Identify opportunities to leverage Bournvita brand and enter
new product lines

Core Research Objective Approach

• To identify key consumption drivers and RTBs for MFDs

• To identify triggers & barriers to consumption for Bournvita Background Research

Important Research Questions Market Analysis

• What nutrition supplements do the consumers in the east look for and Defining Research Objectives
how do they address them?
• What drives the consumer’s purchase of MFDs and what need does it Addressing Research Objectives
1. Exploratory Research
fulfil?
2. Disguised Market Research
• How do consumers serve MFD? Is it a breakfast drink or an all day
drink/cooler etc. ? Data Analysis
• What makes consumers buy a particular brand and for what reasons?
• What are the consumer’s top reasons for buying Bournvita and top Recommendations
barriers against consumption?
 STAGE 1: EXPLORATORY RESEARCH
We conducted a quick survey to gain basic consumer insights

WHO PARTICPATED ?
• Number of responses : 40
• Mothers of age 25-45
Short Survey In-depth 1-2 focus group • SEC Classification A and B
for the target group interviews with 5- discussion comprising • Metro City Residents + Tier 2 Cities
in the eastern belt 6 mothers the target group WHAT DO THE NUMBERS SAY ?
Age 43.2
Number of members in the family 4.4
Objective: Number of children in the family 1.8
Monthly Expenditure on Grocery items 11550.0
• Gain insights on consumption of milk in the eastern belt How much milk does one child consume per day ? 1.7
and explore alternatives for methods of preparation Monthly Expenditure on Health Drinks B/w 100-300
• Finding alternatives used by consumers to cater the need WHY DO THEY
Reasons BUYMFD
to Buy MFDs ?
and their usage pattern for each of those alternatives 20
• Identify different career paths that consumers want their 18

child to follow 16

• Rank various parameters which mothers consider 14

12
important as reasons for using supplements 10
• Identify the decision maker for related products 8
6
4
Time Line: 2
These activities would be conducted before the event, between 5th to 0
Health Taste Cost of Products Promotion or Offers
13th of January 2017
Link to the survey : Hi There, Wonder Woman !!
 STAGE 2: OBSERVATORY RESEARCH AT MAXI FAIR
CONCEPT

“Zindagi ka Dangal” is a game where the user plays

parent cum coach to his/her child (Geeta).

The objective of the game is to develop and aid the

child in winning an international GOLD MEDAL

The User has to first choose the endeavour in which

he/she thinks the child’s interests lie in :
1. Sports | 2. Art | 3. Intellectual Acumen

Based on the choice of interest area, the user will

then have to play 4-5 rounds.

Each round will have a fun filled task and a decision

making game (data collection happens here), that will
eventually lead to Geeta winning a Gold Medal.

WHY DANGAL ??
• The DANGAL movie theme will attract the interest of the Target Group visiting MAXI FAIR – since it’s a very popular recent movie
• The theme suits the aspirations of the TG – i.e Making her child successful and is perfectly aligned to the benefits of MFD products
• Placing the MFD Products(amongst other things) will be a perfect fit – Since objective of the game is to develop children
• TG responses regarding current consumption and perceptions ( RTB Hypothesis ) will be tested well with this theme
WHY NOT ANY OTHER THEME LIKE TV SHOWS/KITTY PARTY SCENE ??
• The belief is that while playing games related to development of her own child, the responses will be genuine and not socially desirable.
• Since the decisions made in each round will be probed by us (scorekeepers), the ‘why’ part will be clearly understood, giving good insights
into consumer thinking and perceptions. Disguising this aspect into any other theme would have been a force-fit, here it’s natural.
 SNAPSHOT OF THE MAXI FAIR STALL
• The top 4-5 RTBs that need validation will be decided based on results of BEI and FGD before Maxi Fair
• The game design captures existing preferences initially, followed by preferences for each RTB – disguised as diet/training/shopping for
development of Geeta. Finally the triggers and barriers are captured - turncoat game
• Each round ends with a fun filled task ( eg. Ipad games / high striker etc) so that bias from one round is cleaned and fresh
S.NO. ACTIVITY NAME DESCRIPTION ACTIVITY EXPECTED OUTPUT These rounds are based
Do You Consume any MFD ? If yes, then why ?. on the following RTB
Guardian aims for Geeta to Get Gold in Answer Questions about current
Kaun Kitne Paani Hypothesis :
1 International Competition. She has first to diet, physical and mental
Mein Hai Segregating Users and Non Users. Profiling. TG
identify what Geeta is currently consuming. activities.
or non TG etc.
1. TASTE
FUN TASK TO QUALIFY INTO NEXT ROUND 2. HEIGHT
2 Dum Laga Ke Haisha Geeta Refuses to Drink Milk !
Choose an MFD to convince her Taste RTB response is captured. Also, data 3. STRENGTH
to drink Milk. about substitutes. 4. MENTAL SHARPNESS
FUN TASK TO QUALIFY INTO NEXT ROUND
Geeta faces 3 different opponents
RTB relating to height, strength and mental These Hypothesis may
Choose Diets/MFDs/Trainings to change on the basis of
1. One is taller than Geeta sharpness is captured. Also gives us evaluation
match each opponent.
Haarna Nahi Hai 2. One is stronger than Geeta of retention. results of FGD and BEI
3 3. One is sharper than Geeta conducted before the
Geeta
Maxi Fair
In this round we also make them give a second
preference for each, asking which one would Choose second preference MFD Gives us Evaluation of Trial For encouraging
they try if first one is not available responses regarding trial,
the third round asks the
FUN TASK TO QUALIFY INTO NEXT ROUND
consumer to pick an MFD
Turncoat - Play Dad once and give if the current MFD is not
Dad says consume Bournvita Triggers for consumption
5 reasons to buy bournvita available in the market.
4 Baap Bada Ki Coach

Play Coach next and give 5

Coach says don’t consume Bournvita Barriers to consumption
reasons not to go for Bournvita
 STEP 1 – PROFILING AND EXISTING PREFERENCES
Profiling Choosing Game • Data Collection – Age, Number of People/Children in the Family, Monthly Income and expenditure on Grocery
Stream • They are also asked about the aspirations of child – Choose a stream between Sports | Art | Intellectual

SPORTS ART INTELLECT

• At this stage TG is asked about/ measured of height/weight and current diet patterns
• They are allotted scores in each bracket – we then inform the TG that your kid will be
competing in this certain category (disguise)
• In the diet Plan, we also ask questions about current consumption of MFD and method of
preparation and reasons for the same

• We gauge TG aspirations towards their children and the role of MFD in fulfilling that need
EXPECTED OUTPUTS • We also get data on current consumption patterns and methods of preparation
• Insights on when and how many times is the MFD served during the day

The TG then get one Panipuri/Puchka each before we enter the training Round
 STEP 2 : UNDERSTAND BRAND PREFERENCES FOR TASTE

• At this stage, TG has to convince the child to drink milk

‘Geeta’ refuses to • She has to make a decision whether to add any supplements or not to make the child drink milk
drink milk • A shelf containing various alternatives would be put in front of her and she has to select a product from among the items
• She would be asked reasons for the choice she made

TG selects on of the Through this we would be able to gauge the brand that is preferred by the TG. Here the major focus would be on the taste
product from the shelf preferences of the TG and the child

The TG and the child are made to play a round of high striker
It would be assumed that the mother was successful in making the child drink milk, therefore they now have the strength to
score higher in the game
 STEP 3 : UNDERSTAND BRAND PREFERENCE FOR RTBs (HEIGHT, STRENGTH & MENTAL ACUMEN)

• The TG is then engaged in 3 sub-rounds – District, State and National

• Each round has an opponent who has a certain quality higher than that of Geeta
• Eg. District Round – Opponent is slightly taller than Geeta
• TG selects diet/training patterns and MFD to overcome the challenge for each sub-round
• If a choice of MFD is changed in any sub-round – we probe the reason for the change
• It is also asked which MFD would you prefer if first preference is not available

Identifying the Influencer

• Final question will be to ask the Mom and Child to select MFD independently
• Then a final choice will also be asked to identify who influenced the purchase

• Reasons to believe for each MFD are captured first hand, retention RTB is captured
EXPECTED OUTPUTS
• Reasons for Switching will give insights into string perceptions of TG about specific brands
• Second Preference encourages selection for trial, frequency evaluates reasons for trial
• Finally, strength of child as an Influencer is captured as well

The TG then gets to play a live wrestling round on Ipad – either solo or with the child
The points scored are added to over all scores – Proceed to International Round
 STEP 4 : WHY AND WHY NOT BOURNVITA

• At this stage TG has to play the role of both the father & coach
• Dad says to consume Bournvita and the coach is against it. They have to give 5 reasons each, for & against the
consumption of Bournvita. They would be allotted scores for the points
• We will give them only 30 seconds to list out the points to ensure that they don’t make them up and use only the
direct associations that come in their head

EXPECTED OUTPUTS We get triggers and barriers from the TG for the consumption of Bournvita

The TG then get a small goodie after the completion of this round
 SAMPLE OUTPUT

A sample answer collected from the mother and child will be in the following format

PROFILING The respondent is a mother who has a child aged 10 years

Child drinks milk twice in a day. The child consumes hot milk along with MFD in the morning and
CURRENT PREFERENCES night

WHO IS THE INFLUENCER? Individually mother answers Horlicks and the child answers Bournvita

TASTE PREFERENCES Mother answers Horlicks while the child answers Bournvita

Mother’s ranking: Taller: Horlicks, Bournvita| Stronger: Boost, Horlicks | Sharper: Horlicks, Bournvita
RANKING MFD Child’s ranking: Taller: Bournvita, Boost | Stronger: Bournvita, Horlicks | Sharper: Horlicks, Bournvita

Mother says that it is easily available, its packaging is very attractive, all his friends drink it, it is
WHY BOURNVITA available in different quantities

Mother says it is very expensive, Horlicks is better than Bournvita, too much chocolate is not good for
WHY NOT BOURNVITA health
 STALL LAYOUT

The stall at Maxi Fair 2017 will have the following format

Activity 1: Activity 4: Activity 5:

“Welcome to Zindagi ka Dangal” “Haarna Nahi Hai Geeta” “Baap Bada Ki Coach?”
(Profiling Area) (Compare Brands) (Why and why not bournvita)

Activity 3:
Activity 2: Activity 6:
Reception

“Dum Laga Ke Haisha”

“Kaun Kitne Paani Mein “Taufa Taufa”
(Knowing brand preferences)
Hai” (Prizes)
(Current Preferences)

ENTRY EXIT
 OUR APPROACH TO DATA ANALYSIS

Activity Parameters to be assessed Analysis Technique Expected Outcome

Valid assumptions for

Content Analysis and
Exploratory Research Basis for Hypothesis hypothesis in the future
Clustering
rounds for RTB

RTB correlation analysis

Kaun Kitne Paani Mein Hai User/Non-User data, Method T-test and Correlation analysis later for User/Non-user
of Preparation data characterstics

Non Parametrical Statistical Preference of Brands for

Dum Laga Ke Haisha Reason To Believe
Methods Taste as RTB

Preference of Brands for

Haarna Nahi Hai Geeta Reasons To Believe, Evaluation Non Parametrical Statistical
RTB, and trial and retention
of trial and retention Methods
data for each RTB

Primary and secondary

Triggers and Barriers to Percentage distribution and
Baap Bada Ki Coach triggers and barriers data
Bournvita Clustering
for Bournvita consumption
 INSIGHTS FOR MONDELEZ

Eastern Target Group Characteristics

Insights
User/Non User characteristics For
Insights on
Communication Positioning
Strategy
Method of Preparation data

TG Reasons to Believe in different brands Promotional Strategy

For
Insights on Eastern Region Consumer
Influencing power (Mother/Child) Target RTB Trial
For Trial Strategy
Triggers and Barriers to Bournvita
consumption
Insights on key
Factor to differentiate
Retention and Trial data for each RTB
User/ Non-user
Preference
Why us?

Between us, members of the team have the following credentials

• 2 times National Winners & 3 times XLRI Campus Winners in case competitions
• FMCG Interns (HUL)
• E-Commerce Intern (Flipkart – Best Intern Award)
• Professional experience in Data Analytics
• Committee Members & Secretary – Ensemble, Services, Acadcom, Infracom, Ex-Link

Proposed Initiatives in Maxi Fair’16 (for our stall)

• Digital collection of Data
• Use of VR to increase engagement
THANK YOU