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Quantitative research report on

POSITIONING & PROFILING


STUDY

Prepared for

BISCONI

Prepared by

19th May , 2008


Awareness OF Chocolate Biscuits
Overall Brand Awareness Overall AD Awareness

•TOM awareness: Prince (48%), Cocomo


(31%) & Rio (26%)  Highest TOM •TOM awareness: Rio (31%), Prince (24%) &
awareness of Prince Cocomo (11%)  Very low TOM awareness
•Spontaneous awareness: Prince (88%) & of Cocomo
Rio (72%) •Spontaneous awareness: Rio (61%), Prince
•Aided awareness: Awareness of Prince & (56%) & Cocomo (27%)
Rio is almost neck to neck (94% & 93% •Aided awareness: Awareness of Rio &
respectively); followed by Cocomo (73%) Prince is high (74% & 68% respectively);
followed by Cocomo (34%)
Consumption pattern
Overall Brand consumption pattern

•Prince is the most often consumed brand (50%), followed by Cocomo (23%)

• Previous & current usage of Prince, Rio & Cocomo is the same
Brand consumed last week

• Prince is the most consumed brand (73%), followed by Rio (41%) and Cocomo (40%)
Brand consumed last week
By age groups

•Prince is highly consumed by 13 – 18 years followed by 9-12 years whereas Cocomo is


highly consumed by 9- 12 years followed by 5 – 8 years
Consumption patterns
Cocomo users Cocomo Non users

• Other than Cocomo Prince is the most consumed brand (26%)

• Whereas, among Non Users as well Prince is the most consumed brand (64%)
Reasons of switching previous brand
Chocol
Cocom Jam Love Chip ate
Rio Prince o Heart Bear Oreo Rite letter munch cookies
Base 28 25 8 4 2 2 13 6 3 5
Low quality chocolate 4 16 0 0 0 0 15 0 0 0
Choclate was not tasty 7 8 0 25 0 0 8 0 33 0
Too much chocolate 4 0 0 0 0 0 0 0 0 0
Bitter taste 18 8 0 25 50 0 69 0 33 60
Hard choclate 4 0 0 0 0 50 0 0 33 0
Less quantity of choclate 7 8 13 0 0 0 0 0 0 20
Too much sweetish 7 0 0 0 0 0 0 17 0 0
Tasteless jelly 4 0 0 25 0 0 0 0 0 0
Broken biscuits 4 0 0 0 0 0 0 0 0 0
Not crispy 4 0 0 0 0 0 0 0 0 0
Only like cocomo/use
only one brand 4 0 0 0 0 0 0 0 0 0
Designs are not
attractive/good 4 0 0 0 0 0 0 0 0 0
Dark chocolate color 0 4 0 0 0 0 0 0 0 0
Rare availability 0 0 13 0 0 0 0 0 0 0

Reasons for switching from Rio: Bitter taste (18%)


Reasons for switching from Prince: Low quality chocolate (16%)
Reasons for switching from Cocomo: Less quantity of chocolate & rare availability, 13% each
Intention to purchase in future
Overall 5-8 Yrs 9-12 Yrs 13-18 Yrs User Non User
Base 140 51 42 47 53 87
Rio 27 24 19 38 34 23
Prince 61 65 48 68 45 70
Cocomo 33 35 38 26 81 3
Jam Heart 8 8 5 11 15 3
Bear 1 0 0 4 2 1
Orio 1 2 0 2 0 2
Rite 3 2 5 2 0 5
Love Letter 8 4 7 13 11 6
Chip Munch 16 12 17 19 25 10
ChocolateCookies 14 12 14 17 23 9
Chocolate Chip 2 0 2 4 0 3

Overall 61% of respondents showed their intention to purchase Prince in future, followed by those who would
like to purchase Cocomo (33%) & Rio (27%) . Similar pattern was observed among all age groups.

Among Users majority (81%) would like to purchase Cocomo in future, followed by Prince (45%) & Rio (34%)

Among non users majority would like purchasing Prince (70%), followed by Rio (23%)
Level of likeness of Brands
Overall – Top 2 boxes

Among chocolate cream biscuit brands, likeness of Rio , Prince and Cocomo brand is high
Occasions of Biscuits Consumption

Overall biscuits are consumed mostly in school/college (81%), during play (36%) & with friends (34%)

Similar trend was observed among users & non users


Brands consumption incidence
Brands that consumed Yesterday
Love Chip Chocolate
RIO Prince Cocomo Jam Heart Rite Letter Munch Cookies
Base 140 140 140 140 140 140 140 140
In breakfast 6 19 4 0 1 1 1 0
In school/College 28 52 23 1 1 5 8 3
While Watching TV 8 14 11 1 0 1 6 1
While listening Music 2 9 8 1 1 1 1 1
During Play 8 17 12 1 1 2 4 1
While Studying 6 13 9 2 1 2 5 3
With Friends 6 16 7 0 1 1 3 1
During Class 1 1 6 0 0 1 0 1
Brands that usually consumes
Jam Love Chip Chocolate
RIO Prince Cocomo Heart Bear Orio Rite Letter Munch Cookies
Base 140 140 140 140 140 140 140 140 140 140
In breakfast 9 14 9 1 1 1 2 1 3 1
In school/College 32 55 19 3 2 0 4 5 14 6
While Watching
TV 9 14 12 2 0 0 0 4 9 1
While listening
Music 1 8 9 0 0 0 1 0 4 1
During Play 11 19 12 1 1 1 2 4 4 1
While Studying 16 11 14 5 0 0 3 3 7 6
With Friends 14 24 11 2 1 0 5 6 5 0
During Class 0 3 8 0 0 0 1 1 0 1

As highlighted earlier as well, Rio, Prince and Cocomo are three brands that are consumed the most and
the time of consumption is mostly in school or college
Drivers of Brand Selection

Cocomo
5-8 9-12 13-18 Cocomo non
Overall Yrs Yrs Yrs users users Male Female
Base 140 51 42 47 53 87 72 68
Taste of Chocolate 97 100 93 98 94 99 97 97
Size of Biscuits 44 47 55 30 40 46 50 37
Cartoon 35 45 36 23 36 35 36 34
Advertisement 30 33 38 19 40 24 29 31

Influence of friends 25 29 33 13 36 18 31 19
Packaging 11 8 17 11 19 7 13 10
Low price 8 4 14 6 8 8 4 12
Friends advise 4 4 5 4 6 3 6 3

Taste of chocolate & size of biscuit are the most important drivers for brand selection among all
respondents

Significant difference was observed among Users & Non users as far as packaging is concerned
Chocolate biscuits – Liking Reasons
Reasons for liking Chocolate biscuits
13-18 Cocomo Cocomo
Overall 5-8 Yrs 9-12 Yrs Yrs User non user Male Female
Base: All respondents 140 51 42 47 53 87 72 68
Chocolate 84 90 83 77 89 81 86 81
Taste 74 75 71 77 72 76 79 69

Filled chocolate in the biscuits 71 75 69 70 77 68 71 72


Printed cartoons 64 73 71 47 60 66 69 57
Quality 60 63 55 62 53 64 67 53
Attractive packaging 10 10 10 11 8 12 11 9

Reasons for disliking Chocolate biscuits

Attractive packaging 10 4 17 11 8 12 8 12
Printed cartoons 8 4 7 13 6 9 8 7
Quality 5 4 10 2 6 5 4 6
Taste 4 4 2 4 2 5 3 4
Filled chocolate in the biscuits 3 2 5 2 0 5 6 0
Chocolate 1 0 0 2 0 1 0 2

Chocolate is the major reason for liking any brand of chocolate biscuit. Cocomo users
like because of central filled chocolate
Purchase behavior

5-8 9-12 13-18 Non


Total Yrs Yrs Yrs User User Male Female
Base 140 51 42 47 53 87 72 68
Kiryana Store 61 61 52 68 47 69 56 66
Departmental
Store 31 37 31 26 26 35 42 21
School Canteen 24 12 21 40 32 20 17 32
Super market 13 10 21 9 15 12 14 12
Medical Store 12 10 21 6 11 13 7 18

Respondents mostly purchase biscuits from Kiryana Store (61%), Departmental Store (31%) & School
Canteen (24%).

A high percentage of females & 13-18 yr olds are buying from school canteens.

Whereas, a high percentage of males are purchasing from Departmental stores.


Awareness of Sku’s

For Rio & Prince, awareness of Tikki Pack and half roll is very high. Whereas awareness of pouch is high
for Cocomo and love letter
SKU’s Consumption

High Consumption of Rio and Prince tikki pack was observed. While in Cocomo, consumption of pouch
was high
Cocomo Advertisement
Base : 47
Place/ medium where seen the advertisement Contents of the recalled
Contents %
Uncle was preparing Cocomo. Kid was playing and 81
come to the factory after smelling the aroma of Cocomo
and Uncle gives him .

Big packet full of Cocomo and cartoons were printed on 6


it.
There was a pouch. Biscuits were coming out like 4
cartoons.
Man was eating Cocomo and everyone likes its aroma 9
and ask for Cocomo
Others 2
Don't know 9
Association with Brands Rio associated with
good packaging
with air tight seal&
good taste
Prince associated
with great taste of RIO
chocolate, good Packing prevent to stale
ingredients & Good taste
Jam Heart Difficult to open Cocomo
difficult to open
Good Ingredients Love Letter associated with
Dry Chocolate Prince
Chip Munch printed cartoons,
different shapes,
Great Taste of Chocolate easy to eat
during class &
Easy to eat during class
great taste of
Chocolate Cookies Different shape chocolate
Cocomo

Cartoon Printed

Rite
Taste of chocolate is bitter
Respondents associated Rio, Prince &
Cocomo with tasty chocolate & good flavor

Qualities of Brands
Good flavor is more strongly associated with
Rio & tasty chocolate is more associated with
Prince & Cocomo

Jam Love Chip Chocolate


Rio Prince Cocomo Heart Rite Letter Munch Cookies
Base: All respondents 124 127 76 28 57 45 60 41
Tasty cream 19 6 3 11 2 9 2 5
Tasty chocolate 20 39 34 7 11 11 27 20
Good flavor 46 24 16 25 12 11 18 34
Taste is neither sweet nor
bitter 3 0 0 0 0 0 2 0
Crispy 6 14 9 0 4 7 7 2
Soft choclate/biscuit 6 9 8 0 2 38 2 0
Large size 16 12 1 4 2 13 7 2
Good shape 2 0 3 32 0 7 2 0
Small pieces of choclate 1 0 7 0 0 4 15 0
Good cartoons 0 3 16 0 2 2 2 0
Good in mild hunger 0 0 0 0 0 0 0 2
Dark color 0 0 0 0 2 0 0 0
Good aroma of choclate 1 1 0 0 0 0 0 0
Good with tea 0 1 0 0 0 0 0 0
Good quality 2 2 0 0 0 0 0 0
Heart shape 0 0 0 0 0 2 0 0
Ad is good 1 2 3 0 0 0 0 0
Jelly 0 0 0 14 2 0 0 0
Rich chocolate 2 6 9 0 2 0 3 10
Negative Associations with Brands

Jam Love Chip Chocolate


RIO Prince Cocomo Heart Rite Letter Munch Cookies
Base: All respondents 124 127 76 28 57 45 60 41
Difficult to open 1 1 0 0 0 0 0 0
Small size and rapidally
consumes 2 1 8 0 2 0 0 2
Bad chocolate taste 3 4 1 4 40 2 10 0
Hardness of biscuits 0 2 0 0 4 0 0 0
Dark biscuit color 0 0 0 0 11 0 2 0
Biscuits gets broken in the
pack 1 0 0 0 0 7 0 0
Oiliness of biscuits 0 1 0 0 0 0 0 2
It contains less chocolate 2 1 9 0 0 0 7 0
Hard chocolate 0 0 0 0 0 0 3 0
Salty taste 0 0 0 0 0 2 0 0
Taste is not good 2 0 1 0 14 2 2 2
They are very sweet 1 0 0 0 0 0 2 0

Overall in the chocolate biscuits category Rite has strong negative associations because of its chocolate taste
and dark color
Consumers have complains about less chocolate in Cocomo and Chip Munch having bad taste
Media Habits
Channels watched most often
5-8 9-12 13-18 Non
Overall Yrs Yrs Yrs User User 75 % of the respondents watch cartoons .
Base 139 51 42 46 53 86 Cartoon watching trend is higher among 5-
Sony 77 90 93 48 87 71 12 yrs age group as compare to teenagers.
Star Plus 40 37 33 50 55 31 Viewer ship of cartoons among Cocomo
Nickaloden 36 43 45 20 49 28 users is 91% whereas non users have 66%
PTV National 12 6 17 15 9 14
Geo Entertainment 9 4 10 15 4 13
Hum TV 7 8 7 4 6 7
The Musik 6 0 5 13 4 7
Cable channels 5 0 2 13 4 6
5-8 9-12 13-18 Non
Overall Yrs Yrs Yrs User User Male Female
Cartoons watched Base 105 43 36 26 48 57 54 51
Tom & Jerry 85 91 78 85 90 81 80 90
Mr. Beans 44 37 50 46 56 33 44 43
Scooby Dooby Doo 32 33 33 31 40 26 22 43
Ben 10 31 28 44 15 31 30 43 18
Popeye the Sailor 30 26 36 27 46 16 20 39
Richee Rich 24 21 39 8 29 19 28 20
Bay Blade 22 12 33 23 13 30 32 12
Pink Panther 18 23 19 8 21 16 15 22
Loney Tones 17 16 22 12 29 7 11 24
Power Puff Girls 12 16 8 12 19 7 9 16
Ultimate muscles 10 9 11 8 10 9 6 14
Media Habits
About 11% of the respondents
listen radio

Only 13% of the


respondents read
Radio stations listen magazines. Out of these
Radio Stations % 13% , 50% prefer to read
FM 106.2 60 Akhbar e Jahan and 33%
Apna Karachi 107 40 read Naunehal
Radio 1 FM 91 7
FM 100 40
FM 101 40
Mast FM 103 40
FM 105 20

Advertisement that appeals for purchase Advertisement


5-8 9-12 13-18
with cartoon
Overall Yrs Yrs Yrs User Non User characters is more
Base 140 51 42 47 53 87 appealing for both
Having Cartoon characters 70 90 69 49 76 67 users & non users
Having Humans/Children 30 10 31 51 25 33
Conclusions
 Among all the brands Prince has the highest TOM, Spontaneous & Aided
awareness
 Ad awareness is high of Rio & Prince. Whereas, low ad awareness was observed
for Cocomo
 Prince is the most consumed brand followed by Cocomo
 Overall more respondents showed their interest to purchase Prince in future
followed by Cocomo & Rio
 Biscuits are mostly consumed in school/college
 Taste of chocolate& size of biscuit are two most important drivers for brand
selection
 Overall consumption of Cocomo is high in the age group of 9 – 12 years
followed by 5 -8 years and 13 – 18 years
 Respondents mostly purchase biscuits from Kiryana stores, departmental stores
& school canteens
 Awareness & consumption of Cocomo pouch is very high
 Majority of the respondents have seen Cocomo ad on TV
 Cocomo associated with printed cartoons, different shapes, easy to eat during
class & great taste of chocolate
Recommendations
•Very low ad awareness of Cocomo (11%) Bisconni needs to conduct a
research study to find out the reason for low awareness whether the content
needs to be improved or the frequency needs to be increased
•Respondents strongly associated printed cartoons, different shapes, easy to eat
during class & great taste of chocolate with Cocomo. Bisconni should highlight
them in their ad.
•Less quantity of chocolate is reported as one weakness of Cocomo by
consumers so Bisconi should increase the chocolate quantity and the
availability.
THANK YOU