Genesis Management & Market Research (P) Ltd

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Audio Advertisement Survey On New Wheel Advertisement Campaign At MSRTC Bus Stand_Nashik CBS

Prepared for:

VRITTI SOLUTIONS LIMITED

9, Continental Park, Opp. Karve Statue, Karve Road, Kothrud, Pune-411038

Prepared by:

GENESIS MANAGEMENT & MARKET RESEARCH (P) LTD

7, Jay Apts., 64/3 Erandawane, Prabhat Road, Income Tax Lane, Rege Path, Pune-411 004

August 2010

_______________________________________________________________________________ Audio Announcement Survey on New Wheel Advertisement Campaign

Genesis Management & Market Research (P) Ltd

www.gmmr.in

TABLE OF CONTENTS INTRODUCTION . 3 1. EXECUTIVE SUMMARY 4 2. SCOPE OF WORK 5 3. METHODOLOGY . 6 4. SURVEY FINDINGS 7-12 5. SAMPLE FORM . 13

_______________________________________________________________________________ Audio Announcement Survey on New Wheel Advertisement Campaign

Genesis Management & Market Research (P) Ltd

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INTRODUCTION __________________________________________________
Genesis Management & Market Research (P) Ltd is a fast growing market research and consultancy organization based in Pune, India offering wide range of market research, KPO services & preparation of export marketing and potential plans for medium and large Indian companies to explore business in developed countries in the world. Genesis works in the areas like FMCG, Automobile, Durables, Telecom, Banking & Insurance, IT/ITes, Education, Chemicals, Engineering, etc Vritti Solutions Limited is a next generation IT Solutions company working towards fuelling the knowledge based economy by consulting and developing innovative IT solutions. In order to assess the recall of New Wheel advertisement being played on Nashik, CBS (Thakkar Bazar) S.T. Stand in the State of Maharashtra, Vritti felt the need to conduct a market research in this city. With this background, Vritti approached Genesis to conduct the research on their behalf. The survey was successfully carried out in the Nashik city on CBS (Thakkar Bazar) S.T.Stand using quantitative method of survey by face to face interviews by stratified random sampling method. Genesis thus has a pleasure in submitting this report to Vritti. The report is presented on the basis of survey findings, opinions and views from the passengers on the said Nashik S.T. Stand.

_______________________________________________________________________________ Audio Announcement Survey on New Wheel Advertisement Campaign

Genesis Management & Market Research (P) Ltd

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1. EXECUTIVE SUMMARY ____________________________________________________

The survey was carried out on 7th August 2010 and 8th august 2010 in Nashik City on CBS (Thakkar Bazar) S.T.Stand on the basis of quantitative method of survey using face to face interviews. The survey covered interviews of 200 female passengers on Nashik CBS (Thakkar Bazar) ST Stand. The focus of the survey was on housewives who are the target for wheel detergent bar of Unilever. As such all of Housewives in various age groups and SEC classification were covered during the survey. The age groups covered during the survey are 20 to 30, 31 to 40 and 41 to 50. They were covered in 30, 40, and 30 percentages respectively. Among the Advertisements being played on S.T.Stand through Audio

Announcement, awareness (56%) and recall of Wheel Ad was very satisfactory considering broadcasting of it for a limited period and could be improved further by playing ads more often. In the survey when asked about respondents quick and unaided response on soap advertisements (which are not being played on S.T.Stand) 34% respondents said they were aware about Wheel Ad. In order to get respondents back of mind reaction some soap advertisement options like Lux and Nirma (which are not being played on S.T.Stand) were being given to them. Amongst these soap advertisements awareness (55%) of wheel was highest and recall of Wheel ad was 53%. Amongst the respondents who recalled the Wheel Ad, 80% of them completed the New Wheel punch line correctly. 87% respondents said they would like to use New wheel in future as they have used it earlier and the trust they have got from this brand. Considering the ad started just 4 days before the survey, the results on recall are very good and can further improve if the ad is further continue for fairly a longer period.
_______________________________________________________________________________ Audio Announcement Survey on New Wheel Advertisement Campaign

Genesis Management & Market Research (P) Ltd

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2. SCOPE OF WORK
___________________________________________________________ Number of Interviews: Sr. No. 1 2 3 Geographical Coverage: Number of Interviews on each S.T. Station 200 1 200

Type of Respondents Passengers on S.T. Stations Total S.T. Stations Total Interviews

Sr. No. 1 Time Frame of the Survey: Start Date Field Work Report submission

City / Name of the S.T. Stands Nashik, CBS (Thakkar Bazar)

5th August 2010 7th to 8th August 2010 13th August 2010

_______________________________________________________________________________ Audio Announcement Survey on New Wheel Advertisement Campaign

Genesis Management & Market Research (P) Ltd

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3. METHODOLOGY __________________________________________________

Questionnaire modifications and briefing to the Project Team

Phase I FIELD WORK

Carry out face to face interviews to get unbiased feedback from female respondents

Back checking and Scrutiny of feedback forms

Analysis of the data

Phase II DATA ANALYSIS

Coding and Data entry of the collected customer feedback

Report writing

Presentation of Report Sample Form attached

_______________________________________________________________________________ Audio Announcement Survey on New Wheel Advertisement Campaign

Genesis Management & Market Research (P) Ltd

www.gmmr.in

4. SURVEY FINDINGS ____________________________________________________

1. Classification of Respondents-Age Wise
Classific ation of Respondents-A gewise

45 40 35

Responses in %

30 25 20 30 15 10 5 0 2 0 to 3 0 3 1 to 4 0 4 1 to 5 0 41 29

Age

Base: 200 Female Respondents

The above graph represents the age group of passengers coming to the Thakkar Bazar, Nashik ST Stand. The percentage of respondents from Age Group 31 to 40 was the highest. In the survey sample was selected in such a way that it covered all the respondents from age group 20 to 50 who are involved in decision making and purchase process. The percentage of respondents to be covered was pre-determined in order to have balanced opinion across various age groups and SEC classification. Rests of the respondents were from SEC B and C category. 2. Classification of Respondents-Occupation Wise

_______________________________________________________________________________ Audio Announcement Survey on New Wheel Advertisement Campaign

Genesis Management & Market Research (P) Ltd

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Classific ation of Respondents-Occ u pationwise

Serv ice, 12

Housewife, 88

Base: 200 Female Respondents

The highest percentage of respondents were Housewives (88%) followed by Working Women (12%). 3. Average Waiting Time on the S.T. Stand
A v erage Waitin g T im e On T h e Bu s Stan d

70 60 50

R esponses in %

40 63 30 36 20 1 10 0 Less th an 3 0m in. 3 0 to 4 5 m in. 4 5Min. To 1 Hou r

Waiting T im e

Base: 200 Female Respondents

Average waiting time on ST Stand was 30 to 45mins. according to 63% respondents. Since the advertisement was being played at the intervals of 30 mins. (On an average), most of the audience audience was being covered during the campaign.

_______________________________________________________________________________ Audio Announcement Survey on New Wheel Advertisement Campaign

Genesis Management & Market Research (P) Ltd

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4. Awareness about Advertisement

Awareness About Advertisements
60 50

Responses in %

40 30 20 10 0
W h eel Det er g en t Ba r V ikr a m Tea Ev er est Cem en t Roofin g Soy a bea n Ma t a Ra sh t r iy a Refin ed Ba la k Gr a m in Oil Sa n g opa n A a r og y a Ot h er s

56 12 11 4 2 5 10

Advertisements

Base: 200 Female Respondents

Wheel advertisements were being played on ST Stand for limited period and considering this the awareness is quite good and could be improved by playing advertisements more often. Also, amongst other products awareness and recall of wheel ad is high as respondent get to listen this ad though various other media's also mostly through TV but it is not same with other products like Vikram Tea, Soyabin Refined Oil etc. So, impact of Wheel ad is more on people and its get reflected in their opinions. 5. Message Recall
Message Recall

Ot h er s

Advertisements

Ev er est Cem en t Roofin g

V ik r a m T ea

W h eel Det er g en t Ba r

79

20

40

60

80

Responses in %

Base: 200 Female Respondents _______________________________________________________________________________ Audio Announcement Survey on New Wheel Advertisement Campaign

Genesis Management & Market Research (P) Ltd

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79% respondents recalled Wheel advertisement which is quite high recall value. Impact of wheel ad is high on people as they get exposure to this ad through various other media channel also. 6. Favorite Message
Favorite Advertisement
80 70 60

Responses in %

50 40 30 20

79

5
10 0 W h eel Det er g en t Ba r V ik r a m T ea

6 1 1

Ev er est Cem en t Roofin g

Soy a bea n Ma t a Ra sh t r iy a Refin ed Ba la k G r a m in Oil Sa n g opa n A a r og y a

Ot h er s

Adv ert isement s

Base: 200 Female Respondents

The Wheel advertisement which is most recalled was also observed to be the most favorite advertisement among female respondents. 7. Awareness about Soap Advertisements (Unaided Response)
A waren ess A bou t Soap A dv ertisem en ts (Un aided Respon se)

Oth er s

Lu x

27

Soa ps Sa n toor

14

Nir m a

16

Wh eel 0 5 10 15

34

2 0 Responses in %

25

3 0

35

Base: 200 Female Respondents _______________________________________________________________________________ Audio Announcement Survey on New Wheel Advertisement Campaign

Genesis Management & Market Research (P) Ltd

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When respondents asked about soap advertisements they were aware about Wheel was the top of mind reaction followed by Lux soap advertisement. 34% respondents were aware of Wheel advertisement. Except Wheel Advertisement other soap advertisements were not being played on S.T.Stand. 8. Awareness about Soap Advertisements (Aided Response)
A wareness A bou t Soap Adv ertisem ents( A ided Response)

60 50 Responses in % 40 30 20 23 10 0 Lu x Wheel Soaps Nir m a 22 55

Base: 200 Female Respondents

The respondents who were not able to give any answers to unaided question, soap advertisement options like Wheel, Lux and Nirma were being given to them and amongst theses soap advertisements awareness about Wheel Ad was highest. 9. Soap Advertisement Message Recall
Soap A dv ertisem en t Message Rec all

60 50 Respon ses in% 40 30 20 10 0 Lu x Wh eel Soa ps Nir m a No r espon se 16 22 9 53

Base: 200 Female Respondents _______________________________________________________________________________ Audio Announcement Survey on New Wheel Advertisement Campaign

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Wheel advertisement was observed to be the most remembered soap advertisement as compared to Nirma and Lux. 9% respondents were not able to recall the message of any advertisement. 10. Use of New Wheel (In Future)

Reasons: Like T o Use New Wheel, In Future

90 80 70 Responses in % 60 50 40 30 13 20 0 10 0
T r u st ed a n d Used Ea r lier List en ed/ Liked W a t ch ed A dv er t isem en t A dv er t isem en t Ca n t Sa y

87

Reasons

Base: 200 Female Respondents

87% female respondent answered that they would like to use New Wheel soap in future because it is a trusted brand which they have used earlier. On basis of this New Wheel can target housewives group.

_______________________________________________________________________________ Audio Announcement Survey on New Wheel Advertisement Campaign

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SAMPLE FORM

_______________________________________________________________________________ Audio Announcement Survey on New Wheel Advertisement Campaign