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Industry d
rivers, Po
sitioning
G
roup 1
Akhilesh
S (U1080
06) Arch
Gaurav G
ana C (U
arg (U108
108012)
019) Palu
Praveen
ri Aparna
R V (U10
(U108037
8040) Srid
)
har Kaus
hik (U108
054)
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Contents
1
Introduction
Qualitative Research
Quantitative Research
Conclusion
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About ITC
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Diversified Presence
Cigarettes
Hotels
Paper
Packaging
Agri-Business
Packaged Food & Confectionery
IT
Branded Apparel
Personal Care, Greeting Cards and other FMCG
products
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Array of products in
both Potato Chips &
Finger Snacks
segment
Branded snack
market growing at
30% every year
Bingo!
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Initial Offerings:
Potato Chips
Finger Snacks Segment
Masala Flavours
Salted Flavours
Tomato Flavours
South Inspired
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Target Customers
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Frito Lays
Kurkure
Haldirams
Uncle Chips
Regional snacks
Competitors
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Market Position of
Bingo!
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Marketing Objective
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Research Objective
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Consumer Profile
Product characteristics
Product Reach
Influencers
Brand awareness
Consumption patterns
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Consumer Profile
Variables
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Research Methodology
Qualitative
Focus Group Discussion (8 members) 1
Semi-structured question pattern
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Research Methodology
Quantitative
Survey Questionnaire
Sample size 115
Age group of sample Between 15 to 40 years
Pilot study with 20 respondents was done before
launching the final survey questionnaire
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Qualitative Research -
FGD
Group Profile
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Qualitative Research -
FGD
TOMA
Snack Industry
Chips & Finger Snack Industry Lays
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Qualitative Research
Interesting findings
Group preferred sweet flavour and mild flavours to
spicy flavours
Beverages were also considered substitutes for
snack
Do not like the Ad for Bingo!, as it does not say much
and is not funny too
Do not remember flavours, but recall only packet
colours of Bingo!
Do not know of the Bingo Chips, aware of Mad
Angles only
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In-Depth Interview
-Snapshots
Students 4
Taste is an important criteria
Variety of flavours
Novelty Factor
Packaging Variety in Size
Preference for lower price products
Snacks become substitutes for regular food due
to time constraint (lifestyle)
High Peer Group Influence
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Interview Snapshots
Parents 3
They mainly seem to buy for their kids
Promotional offers like freebies
Highly influenced by TV advertisements
They seem to prefer products with bright packaging
Consider this category of food as unhealthy and
hence tend not to buy it regularly
They feel that the flavours are a bit strong
Children and Adults like to lick the packet after eating
Bingo!
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Interview Snapshots
Working professionals 3
Impulse-buy
Hence availability is considered as important for
them
Quantitativ
e
Analysis
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Data Analysis
Consumer Profile
Age
Gender
Income
Occupation
Marital Status
City
Access to Home food
Frequency of snack consumption
Health Consciousness
Taste Preference
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Respondent Profile
Age Distribution
19-25 years; 63%
Base: 115
Occupation
Home Maker; 11%
Un Employed; 3%
Self Employed; 15%
Student; 46%
Private Employee; 17%
Government Employee; 7%
Base: 115
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Health Conciousness
10
20
30
40
50
60
Base: 115
105
120
100
80
Preference / Availability
96
89
67
66
60
96
61
34
82
64
71 54
40
64
67
68
20
47
0
Biscuites
Base: 115
Cake
Chat
Chips
Preference
Chocolates
Availability
Fruits
Ice-cream
Namkeen
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Chart Title
50%
40%
30%
20%
10%
0%
Base: 115
Tastes
Sweet
Mild Flavours
Spicy flavours
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Brand Awareness
Kurkure; 49
Lays; 107
Haldirams; 58
Bingo; 33
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Reliability Statistics
Cronbachs Alpha
N of Items
0.706
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SWOT Analysis
Lays
Bingo
Haldirams
Kurkure
1.68
0.87
-1.06
-1.49
3.20
-0.22
2.20
-5.19
It is less oily
-0.71
0.22
-2.58
3.07
-0.28
-1.09
3.07
-1.71
-3.11
4.78
-2.36
0.68
Readily available
1.24
-2.17
1.12
-0.19
Promotional offers
-2.02
0.65
-2.14
3.51
-2.45
2.83
2.64
-3.01
Packaging
0.59
-1.09
-4.75
5.25
Advertising campaigns
3.63
-1.52
-6.93
4.81
-2.02
-3.70
7.42
-1.71
Price
-2.45
0.22
6.12
-3.88
2.55
-2.61
-0.19
0.25
0.16
2.83
-2.58
-0.40
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Packet
It is baked
contents
and not
arefried
lickable
snack
That the packet is perceived to contain less air
It
Packet
is baked
contents
and not
arefried
lickable
snack
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Attribute
Jaccard Analysis
Overall
Advertisement
0.362
Availability
0.392
Packaging
0.382
Promotion
0.343
Quality
0.328
Taste
0.372
Value
0.331
Variety
0.410
We have identified that varieties offered and availability of the product are
the category drivers for this particular industry.
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Regression Analysis
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Univariate Analysis
Taste
Availability:
1
40
20
Taste:
Kurkure
Haldirams
Bingo
Lays
Availability
1
40
20
Kurkure
Haldirams
Bingo
Lays
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Univariate Analysis
Quality
Quality:
1
40
20
Kurkure
Haldirams
Bingo
Lays
Value
1
Value:
Haldirams & Lays are in close
competition in this criteria
Base: 115
coming
40
20
Kurkure
Haldirams
Bingo
Lays
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Base: 101
Evaluating Bingos AD
content
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TV Ad; 44%
Base: 106
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Column1
Bivariate Analysis
All
No Children
for Children
Promotion
57
20
37
Advertisement
63
22
41
Packaging
70
25
45
Base: 115
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100%
90%
80%
70%
60%
25-40 years
19-25 years
>18 years
50%
40%
30%
20%
10%
0%
Lays
Base: 65
Bingo
Base: 65
Haldiram
Base: 45
Kurkure
Base: 26
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100%
90%
80%
70%
60%
25-40 years
19-25 years
>18 years
50%
40%
30%
20%
10%
0%
Lays_Quality
Bingo_Quality
Haldiram_Quality
Kurukure_Quality
Base: 71
Base: 70
Base: 45
Base: 14
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100%
90%
80%
70%
60%
> 6 lac
4-6 lac
2-4 lac
<= 2 lac
50%
40%
30%
20%
10%
0%
Lays_Value
Base: 74
Bingo_Value
Base: 77
Haldiram_value
Base: 58
Kurkure_Value
Base: 15
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40
35
30
25
20
15
10
5
0
Base: 36
All
Student
Working Adult
Base: 31
Base: 22
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Conclusion
Availability
Lays & Haldirams are rated the highest
Bingo lags behind in this aspect
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Conclusion.. Contd.
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Conclusion.. Contd.
Thank You !