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6/7/2016 1
www.themarketingbug.net

CAMPAIGN EFFECTIVENESS OF
MURUGAPPA GROUP AND LION DATES
R.Jeya Sri
6/7/2016 2

INTRODUCTION
Murugappa group and Lion dates are the renowned
clients of Interface Communication, Chennai
Interface communication handles the 360 degree
integrated marketing communication campaigns of
Murugappa and Lion dates all over India. The campaign for
Murugappa Group ended in 4th week of October 2014 and
campaign for Lion dates is going on currently.
Finding the effectiveness of the campaigns and the
additional inputs for the future campaigns were assigned to
the researcher.
6/7/2016 3

PROBLEM STATEMENT
Murugappa group:
Murugappa Group owns a lot of well know brands
like TI Cycles, Coromandel Fertilizers, Parry, CUMI etc.
They wanted to strengthen their corporate brand
‘Murugappa’ which is the mother brand of the sub-brands.
This study aims at identifying the post-campaign
awareness level and knowledge about Murugappa group
among its target group in Chennai, Tuticorin and
Virudhunagar.
6/7/2016 4

PROBLEM STATEMENT
Lion Dates:
Lion dates is a widely known company which is
expanding its product line in nutritional food category. Since
it’s the introductory stage for the new products, promoting
them for consumers and retailers awareness becomes
mandatory for facilitating the product movement in market.
This study aims at identifying the awareness level of
the Lion’s product range, retailers opinion and the
consumers opinion regarding health and nutrition in
Chennai, Tuticorin and Virudhunagar.
6/7/2016 5

Consumers, Business Partners, Students and
Professionals in Chennai , Tuticorin and Virudhunagar
falling within SEC A1, A2 and age limit within 55 were
considered.
SCOPE – Murugappa Group
Target group Tier I Tier II Tier III Total
Consumers 38 12 23 73
Business Partners 19 26 15 60
Students 15 21 17 53
Professionals 15 9 15 39
Total 87 68 70 225
6/7/2016 6

Consumers (Mothers – purchase decision makers) in
Chennai, Tuticorin and Virudhunagar falling within SEC
A1, A2, B1, B2 and age limit within 55 were considered.
Retailers in Chennai , Tuticorin and Virudhunagar
were considered.
SCOPE – Lion Dates
Target group Tier I Tier II Tier III Total
Retailers 83 78 64 225
Consumers 62 58 62 182
Total 145 136 128 407
6/7/2016 7

RESEARCH METHODOLOGY
SAMPLING TYPE Convenience sampling within Area sampling
SAMPLING
LOCATION
Chennai, Tuticorin, Virudhunagar
DATA COLLECTION
METHODS
Direct Interview
Casual Conversation
DATA ANALYSIS
TOOLS
Chi-square test
Weighted average
Frequency analysis (Single and multiple responses)
Correlation
Mean Rank
Kruskal Wallis Test
Cluster Analysis
Cross Tabulation
6/7/2016 8

6/7/2016 9

DEMOGRAPHY
78%
22%
Male
Female
Gender split-up Tier wise split-up
6/7/2016 10

DEMOGRAPHY
Age wise split up
6/7/2016 11

DEMOGRAPHY
0%
5%
10%
15%
20%
25%
30%
35%
Consumers Students Business
Partners
Professionals
32%
25% 25%
17%
Target Group split-up
6/7/2016 12

OBJECTIVES
1. To analyze post-ad corporate brand awareness of
Murugappa group and its companies among the stake
holders.
2. To analyze the effective Television Commercials reach
among the stake holders.
3. To analyze the stakeholders knowledge about
Murugappa Group.
6/7/2016 13

OBJECTIVE 1
(Reg. post-ad corporate
brand awareness )
6/7/2016 14

FINDINGS
• 91% of the stakeholders are aware of Murugappa Group.
Among which 4% is TOM, 9% is Spontaneous and 78% is
aided recall. (Freq. Analysis)
• City wise awareness of Murugappa Group (Freq. Analysis)
City Not Aware Aware
Chennai 3.1% 35.6%
Tuticorin 0.4% 29.8%
Virudhunagar 5.3% 25.8%
Total 8.8% 91.2%
6/7/2016 15

FINDINGS
• TOM Awareness of brands under Murugappa (Freq. Analysis)
4%
0%
12%
6%
10%
2%
0%
10%
0% 20% 40% 60% 80% 100%
Chola / Cholamandalam
Chola MS
Coromandel
CUMI
Parry
Parry Agro
TI
TI Cycles
6/7/2016 16

FINDINGS
• Spontaneous Awareness of brands under Murugappa
(Freq. Analysis)
5%
4%
12%
9%
25%
16%
10%
21%
0% 20% 40% 60% 80% 100%
Chola MS
Coromandel
CUMI
Parry
Parry Agro
TI
TI Cycles
6/7/2016 17

FINDINGS
• Aided Awareness of brands under Murugappa (Freq. Analysis)
51%
20%
34%
15%
40%
23%
20%
57%
0% 20% 40% 60% 80% 100%
Chola MS
Coromandel
CUMI
Parry
Parry Agro
TI
TI Cycles
6/7/2016 18

FINDINGS
• General source of awareness (Freq. Analysis)
• 60% of the stakeholders were able to recall the corporate
logo of Murugappa Group. (Freq. Analysis)
• There is no relationship between the awareness of
Murugappa group and the familiarity of their logo
(Correlation)
26%
17%
28%
18%
3%
0% 5% 10% 15% 20% 25% 30%
Family
Workplace
Ads
Internet
News/Events
6/7/2016 19

FINDINGS
• Awareness of brands under Murugappa varies with target
group. (chi-square)
6/7/2016 20
Category Avg. no of sub-brands
known
Consumers 4
Students 4
Business Partners 5
Professionals 3

FINDINGS
• Age and gender are found to be independent of the
awareness of Murugappa Group. (chi-square)
• Awareness about sub-brands of Murugappa varies with
the age of the stakeholders. (chi-square)
Age Average no. of sub-
brands known
Below 25 4
25 to 35 3
35 to 45 4
45 to 55 6
6/7/2016 21

OBJECTIVE 2
(Reg. Television Commercials reach )
6/7/2016 22

FINDINGS
• 44% of the respondents remember Murugappa
advertisements. (Freq. Analysis)
10%
6%
14%
21%
9%
11%
0%
5%
10%
15%
20%
25%
Tier I Tier II Tier II
Ads
Song
6/7/2016 24

OBJECTIVE 3
(Reg. stakeholders knowledge )
6/7/2016 25

FINDINGS
• Appx. 62% of the target group were aware of the name
Murugappa but they don’t know the exact business that
they do.( Majority – Consumers, Students)
• Appx. 21% of the target group recalled Murugappa as a
very old South Indian conglomerate that has its base in
Chennai. (Majority – Consumers, Students)
• Appx. 14% of the target group know atleast 2 brands
under Murugappa. (Majority – Busin. Part., Professionals)
• Appx. 3% of the target group know the entire business of
Murugappa. (Majority – Business Partners) (Freq. Analysis)
6/7/2016 26

FINDINGS
• Stakeholders associated Murugappa with
• Quality (60%)
• Diversity (22%)
• Trust (8%)
• Pride (3%)
• Expertise (7%) (Freq. Analysis)
Category Reliability Belongingness
Consumers 3.49 3.11
Students 3.63 3.33
Business partners 3.52 2.88
Professionals 3.49 3.10
6/7/2016 27
(Weighted Mean)

FINDINGS
• Consumers (Weighted Mean)
• Students (Weighted Mean)
Would like to do internship
Would like take job offer from
Murugappa
3.33 3.91
6/7/2016 28
Would like to try Murugappa
products in future
Would recommend the
products of Murugappa
3.23 3.27

FINDINGS
• Business Partners (Weighted Mean)
• Professionals (Weighted Mean)
Murugappa constantly upgrades
technology and services
Would recommend dealership
of Murugappa
2.96 2.38
Being an employee of
Murugappa gives pride
Would like to take job offer
from Murugappa
2.87 2.82
6/7/2016 29

SUGGESTIONS
MURUGAPPA GROUP
• The reach strategy for Murugappa advertisements
should be replaced by frequency strategy until there
is considerable awareness among the target group.
• Social media campaigns can be used for promotions.
• Presence of Corporate logo in sponsorships instead of
individual brand logos.
6/7/2016 30

6/7/2016 31

DEMOGRAPHY - Retailers
Tier wise split-up
Category wise
split-up
6/7/2016 32

DEMOGRAPHY - Consumers
A1 -
28%
A2 -
39%
B1 -
19%
B2 -
14%
5%
26%
60%
9%
0%
10%
20%
30%
40%
50%
60%
70%
Below
25
25-35 35-45 45-55
SEC wise split-up Age wise split-up
6/7/2016 33

OBJECTIVES
4. To analyze the awareness of Lion’s range of products
among the consumers and retailers.
5. To analyze the opinion of the consumers regarding
healthy lifestyle for advertisements input.
6. To analyze the opinion of the retailers regarding lion
products.
6/7/2016 34

OBJECTIVE 4
(Reg. awareness of Lion’s
range of products)
6/7/2016 35

FINDINGS
Awareness – Retailers Chennai
Dates Jam Honey syrup Halwa
Dry
fruits
Fruit
squash Oats
TOM 89% 0% 5% 5% 0% 1% 0% 0%
SPONT 10% 31% 60% 77% 4% 0% 1% 14%
AIDED 5% 63% 35% 20% 31% 26% 23% 68%
Awareness – Retailers Tuticorin
Dry
fruits
Fruit
squash Oats
TOM 97% 0% 0% 3% 0% 0% 0% 0%
SPONT 0% 9% 63% 85% 1% 0% 0% 3%
AIDED 4% 65% 29% 9% 41% 13% 9% 81%
6/7/2016 36
(Freq. Analysis)

FINDINGS
Awareness – Retailers Virudhunagar
Dry
fruits
Fruit
squash Oats
TOM 95% 0% 3% 2% 0% 0% 0% 0%
SPONT 3% 20% 59% 81% 3% 5% 5% 16%
AIDED 0% 59% 36% 13% 31% 9% 8% 77%
6/7/2016 37
(Freq. Analysis)

FINDINGS
Consumers’ awareness regarding Lion products
99%
38%
75%
82%
10%
5%
3%
53%
70%
15%
30%
51%
1%
1%
1%
16%
Dates
Jam
Honey
Syrup
Dates halwa
Dry fruits
Fruit squash
Oats
Tried atleast once Awareness
6/7/2016 38
(Freq. Analysis)

FINDINGS
• Advertisement reach – consumers
Ad 2Ad 1
6/7/2016 39
(Freq. Analysis)
City Syrup (Ad1) Dates (Ad2)
Chennai 68% 29%
Tutircorin 64% 31%
Virudhunagar 74% 31%

FINDINGS
• Brand recall
• Product recall
6/7/2016 40
(Freq. Analysis)
City Syrup Ad Dates Ad
Chennai 93% 83%
Tuticorin 86% 89%
City Syrup Ad Dates Ad
Chennai 56% 100%
Tutircorin 63% 100%

FINDINGS
• Element recalled
• Message recalled
6/7/2016 41
(Qualitative. Analysis)
Syrup Ad Dates Ad
• Kids
• Milk + Syrup combo
• Flexing biceps
• Lion
• Police women
• Lock
• Air lock package
• Flexing biceps
• Lion
Syrup Ad Dates Ad
• Milk + Syrup gives
strength
• Nutrition from seeds
are also added in syrup
• Dates give strength for
working women
• New air lock package
preserves dates for a long
time

FINDINGS
• Ingredients of Dates syrup (Syrup Ad2)
60%
27%
13%
0%
10%
20%
30%
40%
50%
60%
70%
Date fruit Dates & Seed Dates essence
6/7/2016 42
(Freq. Analysis)

OBJECTIVE 5
(Reg. opinion of the consumers
regarding healthy lifestyle )
6/7/2016 43

FINDINGS
• Opinion about being healthy among various age groups
(Mean Rank)
6/7/2016 44
Opinion Age Below 25 25-35 35-45 45-55 Overall
Having energy
and stamina
2 1 1 2 1
Being slim and fit 1 2 3 4 3
Lesser visits to
doctor
3 3 2 1 2
Mental peace and
happiness
4 4 5 3 4
Having longer life
time
5 5 4 5 5

FINDINGS
• 62% of the consumers recently changed their lifestyle
12%
25%
15%
9%
39%
0% 10% 20% 30% 40% 50%
Physical activity
Yoga
Low calorie food
Nutrition supplement
None
6/7/2016 45
(Freq. Analysis)

FINDINGS
• Health concerns faced (Freq. Analysis)
6/7/2016 46
Health concerns
Age
TotalBelow 25
years
25-35
years
35-45
years
45-55
years
None 1.6% 6.6% 15.9% 3.8% 28.0%
Anemia 0.0% 4.9% 8.2% 1.1% 14.3%
Irregular Periods 1.1% 2.2% 4.4% 0.0% 7.7%
Hair Loss 1.6% 2.2% 7.7% 0.5% 12.1%
Skin Related 0.0% 7.1% 13.2% 1.1% 21.4%
Weight Related 0.5% 2.2% 8.2% 1.6% 12.6%
Diabetes 0.0% 0.5% 0.0% 0.5% 1.1%
Weak Bones 0.0% 0.0% 0.5% 0.5% 1.1%
Headache 0.0% 0.0% 1.1% 0.0% 1.1%
Vision Problem 0.0% 0.0% 0.5% 0.0% 0.5%

FINDINGS
• Major concern over children’s health – Height / Weight
(46%) and Lack of nutrition (31%) (Freq. Analysis)
• Mothers ensure children’s nutritious intake by
monitoring the frequency of their health issues.
(Freq. Analysis)
• 37% of consumers buy dates regularly among which 56%
belongs to age category 35 to 45 years. 31% consumers
buy once in a while. (Freq. Analysis).
• 47% of consumers associated Lion brand with fresh and
good quality followed by trustworthy(23%). (Freq. Analysis)
6/7/2016 47

FINDINGS
• Challenges in providing nutritious food to kids
56%
2%
5%
13%
24%
0% 10% 20% 30% 40% 50% 60%
Nutitious food is not tasty
Preference towards junk
food
Budget constrain
Time constrain
None
6/7/2016 48
(Freq. Analysis)

FINDINGS
• 85% of respondents consume dates product.
64%
21%
5%
10%
0% 10% 20% 30% 40% 50% 60% 70%
Self conscious about health
doctor recommendation
Family and friends suggestion
Just tried by watching ads
6/7/2016 49
(Freq. Analysis)

FINDINGS
• Reason for consuming dates product.
55%
5%
40%
0% 10% 20% 30% 40% 50% 60%
Nutrition
Growth
Health
6/7/2016 50

FINDINGS
• Dates - Respondents’ brand preference.
93%
1% 5% 1% 0% 0% 0% 0%
63%
1%
12%
1% 1%
3%
1%
19%
0%
20%
40%
60%
80%
100%
TOM Preference
6/7/2016 51
(Freq. Analysis)

FINDINGS
• 62% of the consumers consume honey.
39%
42%
15%
2%
2%
0% 10% 20% 30% 40% 50%
Lion
Dabur
Sarvodhaya
Unbranded
Pvt. Label
6/7/2016 52
(Freq. Analysis)

FINDINGS
• Outlet preference for buying Lion Products
SEC
Super
market
Grocery
shop
Medical
shop
Fruit
shop Total
A1 20.3% 4.4% 2.7% 0.5% 28.0%
A2 18.1% 17.0% 2.2% 2.2% 39.6%
B1 15.4% 2.7% 0.0% 0.0% 18.1%
B2 9.9% 2.7% 1.6% 0.0% 14.3%
Total 63.7% 26.9% 6.6% 2.7% 100%
6/7/2016 53
(Cross Tabulation)

FINDINGS
• Outlet preference for buying Lion Products
6/7/2016 54
Retail outlet
City
Total
Chennai Tuticorin Virudhunagar
Super Market 31.9% 19.2% 12.6% 63.7%
Grocery shop 2.2% 8.8% 15.9% 26.9%
Medical shop 0.0% 3.3% 3.3% 6.6%
Fruit shop 0.0% 0.5% 2.2% 2.7%
(Cross Tabulation)

FINDINGS
• There is no significant relationship between consumers
with health concern and consumers consuming dates
product. (Correlation)
• Rating for Lion products.
SEC Rating
A1 6.39
A2 7.26
B1 6.82
B2 6.96
6/7/2016 55
(Weighted Mean)

OBJECTIVE 6
(Reg. opinion of the retailers)
6/7/2016 56

FINDINGS
• 91% of retailers deal with Lion products among which 58%
are willing to stock new lion products. .
• Retailer’s source of awareness regarding new products
6/7/2016 57
39%
73%
8%
39%
7%
0% 20% 40% 60% 80% 100%
Advertisements
Salesperson
Other shopkeepers
Customers
Friends & Family
(Freq. Analysis)

FINDINGS
• Retailers’ preference among Lion Products.
City Dates Jam Honey syrup Halwa
Dry
fruits
Fruit
squash Oats
Chennai 97% 34% 66% 75% 6% 3% 5% 30%
Tuticorin 86% 38% 78% 83% 23% 12% 6% 61%
Virudhunagar 92% 42% 83% 86% 15% 7% 5% 46%
Overall 90% 38% 76% 79% 15% 7% 14% 45%
6/7/2016 58
(Freq. Analysis)

FINDINGS
Dry
fruits
Fruit
squash Oats
Chennai 89% 4% 18% 43% 1% 0% 1% 5%
Tuticorin 74% 4% 9% 38% 3% 0% 0% 0%
Virudunagar 64% 3% 24% 47% 0% 0% 0% 3%
Overall 77% 4% 17% 40% 1% 0% 0% 3%
• Demand of Lion Products among retailers.
6/7/2016 59
(Freq. Analysis)

FINDINGS
• Retailers suggesting Lion Products.
Dry
fruit
Fruit
squash Oats
Chennai 70% 4% 9% 16% 0% 0% 0% 3%
Tuticorin 41% 3% 3% 16% 0% 0% 0% 0%
Virudhunagar 8% 0% 2% 0% 0% 0% 0% 0%
Overall 42% 2% 5% 12% 0% 0% 0% 1%
6/7/2016 60
(Freq. Analysis)

FINDINGS
6/7/2016 61
Highly
visible
Moderately
visible
Low
visibility
% of outlets
that sell Lion
Products
Fruit shop 77% 4% 0% 81%
Super market 90% 3% 3% 96%
General Stores 45% 38% 9% 92%
Pharmacy 54% 27% 8% 89%
Bakery 100% 0% 0% 100%
• Nature of Lion products’ display in different outlets.
(Cross Tabulation)

FINDINGS
Product City Close Competitors
Dates
Chennai Annai , Gokulam, Imported dates
Tuticorin Annai, Kimia
Virudhunagar Camel, Unbranded dates
Fruit Squash All 3 cities Kissan
Dry Fruits All 3 cities Imported, Pvt. Label
Oats All 3 cities Horlicks, Quaker, Saffola
Jam All 3 cities Kissan
6/7/2016 62
(Freq. Analysis)

FINDINGS
Product City Close Competitors
Honey
Chennai Dabur, Imported Honey
Tuticorin Dabur
Virudhunagar Sarvodaya, Pvt. label
Syrup All 3 cities None
Dates Halwa All 3 cities None
6/7/2016 63
• Retailers rating for dealing with Lion products – 3.5 (overall)
(Weighted Mean)

FINDINGS
• There is no relationship between dealership rating and
the dealership experience in Chennai. There is weak
relationship between dealership rating and the
dealership experience in Tuticorin and Virudhunagar
• The dealers don’t seem to respond properly to the
retailers while requesting for salesperson visit in
Chennai and Tuticorin.
• Medical shops in Chennai don’t stock dates as they
often face damage due to rat problems.
• Lot of complaints over the product and the package
are observed .
6/7/2016 64

FINDINGS
6/7/2016 65

FINDINGS
6/7/2016 66

FINDINGS
Package complaint – Package is not pleasing
6/7/2016 67
( Source : Thangappa Nadar Store,
272, V.O.C.Market, Tuticorin )

FINDINGS
Package complaint – No manufacturing date
6/7/2016 68
( Source: Manohari & Co, General merchants,
79, Santhai Road, Tuticorin )

FINDINGS
6/7/2016 69
( Source : Guhan Medicals, 20/1B, V.V.D.Main Road, Tutic orin )
Package complaint – Leakage around neck

FINDINGS
6/7/2016 70
( Source : Duraiswamy Nadar & Sons,
B-1&2, New Market, V.E.Road,
Tuticorin )
Product complaint – Dates quality is not good

FINDINGS
Product complaint – Dates are dry , too hard and at times
seeds are also there.
6/7/2016 71
( Source : Thangappa Nadar Store,
272, V.O.C.Market, Tuticorin )

SUGGESTIONS
LION DATES
• Advertisements are needed for fruit squash , halwa
and dry fruits
• Health related aspects can be emphasized in
advertisements for products like halwa, dry fruits and
fruit squash.
• Frequency of sales person visit should be increased in
the interior areas of Chennai.
6/7/2016 72

SUGGESTIONS
LION DATES
• Product related and package related problems should
be looked into as soon as possible.
• In store ad material can be provided for medical shops
and general stores
• Boxes can be provided for pharmacies in Chennai to
prevent damages due to rat problems.
• Communication between dealers and retailers should
be improved in Tuticorin and Chennai.
6/7/2016 73

THANK YOU
Project instructors at Interface Communication, Chennai
MURUGAPPA GROUP
• Mrs. Abilasha Anish - Strategy and Planning Head
• Mr. Daniel Divyakumar - Sr. Account Executive
• Mrs. Nisha Yuvaraj - Sr. Account Executive
• Mrs. Nili Marfathiya – Media Planning & Manager
LION DATES
• Mr. Ilango Periyaswamy - Branch Head
• Mrs. Abilasha Anish - Strategy and Planning Head
• Mr. Bala Subramanium - Sr. Creative
• Mr. Arun Kumar - Sr. Account Executive
6/7/2016 74

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