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Mouth freshener
 

Mouth freshener

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Mouth freshener Mouth freshener Presentation Transcript

  • Marketing Management Project 2 SIMSREE – Batch of 2012
  • Group No: 2 Roll No. Name Photograph P1015 Clitus Fernandes   P1019 Pallavi Jadhav   P1026 Kinnar Majitha   P1027 Rahul Mahajan   P1044 Subir Pinto   P1056 Sandip Suryawanshi  
  • Contents
    • Product / Category – Mouth Freshner
    • Step1 : Problem Definition & Research Objectives
    • Step 2 : Developing a Research Plan
    • Step 3 : Collection of Data
    • Step 4 : Analysis of Data
    • Step 5 : Findings
    • Step 6 : Decision Making
  • Step 1 : Problem Definition & Research Objectives
    • Problem Definition
      • To analyze the customer loyalty in the mouth freshener industry for the target segment : Men in the age group of 18 to 30 who smoke.
    • Research Objectives
      • To come up with strategies to improve customer loyalty and to drive sales for “Chlor-mint”
  • Step 2 – Develop the Research Plan
    • Data Sources
      • Primary data : Freshly gathered data through questionnaires at following places : Student Hostels, Areas near to colleges, Offices, Prominent public places
    • Research Approaches
      • Survey Research
      • Observational Research
    • Research Instrument
      • Questionnaires
        • Mouth Freshener Survey:
          • Closed Ended : Dichotomous (2), Multiple choice (2), Importance scale (1), One word questions(2)
          • Open Ended : Completely Unstructured(1), Word association (1)
        • Paanwalas Survey:
          • Closed Ended : dichotomous(1), score-based question(3), one word questions(1)
          • Open Ended : Completely Unstructured(1)
  • Step 2 – Develop the Research Plan
    • Sampling Plan
      • What to survey? : Age group 18 to 30 men smokers and Paanwalas near educational institutes and offices
      • Sample Size : First group : 40, Paanwalas : 12
      • Sampling Procedure : Judgment & Convenience
    • Contact methods: Personal & telephonic Interviews, Mailing questionnaires and Online interview
  • Step 3 – Collect data
    • Mouth Freshener Survey
      • Consumer Survey Questionnaire.docx
    • Paanwala Survey
      • Paanwala Survey Questionnaire.docx
  • Step 4 – Analyze data
      • Mouth Freshner Survey Analysis
        • Consumer_Mouth Freshner Survey.xlsx
        • A large proportion (84%) would actually purchase a mouth freshener after a smoke
        • Very low brand loyalty (22%) among smokers
        • Chlor-mint enjoys the highest preference (36%)
        • Advertisement(39%) and Taste(39%) are the two most influencing factors
        • Most popular mouth freshener advertisement is for Chlormint- Hum chlormint kyun khate hain
      • Panwalas Survey
        • Paanwala Survey_Mouth Freshener.xlsx
        • Paanwala Survey data correlates with data from consumer survey with respect to proportion of sample using mouth-freshener after a smoke(78%)
        • Chlor-Mint, once again, enjoys highest preference(33%)
        • People ask for a specific brand(68%) but Brand Loyalty lacking(12% only)
  • Step 5 – Present Findings
      • Paanwala’s Survey Findings:
        • Not offered a cut from the sales so no motivation to push for a particular brand sales
        • ITC leverages the distribution network of tobacco products and tries to influence sales of mouth freshener
        • Paanwalas may influence the sales to get rid of excess stocks
        • People buying high price cigarettes tend to buy chewing gums like center fresh
      • Mouth Freshener Survey
        • Through observational research, it was observed that people go for the mouth freshener that is first visible to them in the shop
        • Most people relate to the brand through advertisement
        • Generally, people accept the mouth freshener given by the Panwala instead of the change and thus customer loyalty is affected
  • Step 6 – Make a Decision
      • Chlormint can offer an incentives to panwalas based on their sales figures.
      • Chlormint should tie up with distributors of tobacco products to leverage on their distribution network which influences mouth freshener sales the most
      • Advertisement is most important factor from the product differentiation point of view so chlormint should adopt innovative advertisement practices with catchy one liners and jingles
      • Example - Chlor-Mint Customer Loyalty Ad.flv
      • As per suggested by the persons surveyed they would like to have their Chlor-Mint in the chewy dragee form like that of Mentos
      • Tie up with Theme-restaurants and Hookah parlors