Market research of Kitchen Xpress spices for urban and rural consumers

3,681 views
3,345 views

Published on

This ppt is for a project which i did for MSL India, Ahmedabad. MSL India handed me one of its client Kitchen Xpress to do research on. The sample size was 120 out of which 90 was urban and 30 rural.
The areas which I covered under my research was Ahmedabad. Urban areas like Chandkheda, Sabarmati, Maninagar, Gurukul Road, Bodakdev, Satellite.
Rural areas like Shilaj, Bhadaj, Ghuma, Bopal Gaam

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
3,681
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
200
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Market research of Kitchen Xpress spices for urban and rural consumers

  1. 1. Market Research of Kitchen Xpress Spices for urban and rural consumers Rinnie George 12BSP1742
  2. 2. Flow of presentation  MSL India  Advertising Agency  Hierarchy of MSL India  Clients of MSL India  Kitchen Xpress Oversees Ltd.  Research objective  Products of KXOL  SWOT Analysis  Porter five forces analysis  Research methodology
  3. 3. MSL India Established in 1999 Earlier known as Hanmer and Partners Part of Publicis Groupe(world’s third largest advertising holding companies) In 2008 merged with MSL Group MSL India comprises of Creative + and 20:20 MSL
  4. 4. Advertising agency Departments of an ad agency:  Creative Department  Client Services  Media Department  Production Department
  5. 5. Hierarchy of MSL India CEO Associate Account Director Account Manager Senior Account Executive Account Service Executive Senior Copy Writer Copy Writer Junior Copy Writer Senior Art Director Senior Visualizer Visualizer Senior Graphic Designer Senior production Manager Production Assistant Vice President
  6. 6. Clients of MSL India
  7. 7. Kitchen Xpress Oversees Ltd. (KXOL) Earlier was a part of Ramdev Known as Ramdev Exports In the year 2002 it separated from Ramdev- Swad Masala Changed its name to Kitchen Xpress in 2006 Owned by Mr. Chirag Patel Gaurang Trivedi- General Manager(Marketing) Nikhil Pandya-Marketing Manager
  8. 8. Research Objective • To find out the customers’ perception between packed spices and loose spices • To find out the best medium of advertising to gain customer attention • To find out why customers prefer loose spices instead of packed ones • Top of the mind recall of customers when it comes to branded spices
  9. 9. Products of KXOL Basic spices:  Chili Powder  Turmeric Powder  Coriander Powder  Coriander Cumin Powder Blended Spices:  Garam Masala  Sambhar Masala  Pav Bhaji Masala  Pani Puri Masala  Chaat Masala
  10. 10. Strengths: 1) It is one of the biggest player in the exports market. 2) Raw materials easily available. Weaknesses: 1) Low recall value 2) Flaws in distribution channel. 3) Less advertisement. Opportunities: 1) Growth in the users of packed spices. 2) Focus on loose spice users. Threats: 1) Big players like Ramdev, Everest pose a threat. 2) Local brands such as Siddhi Masala, Pistol etc. SWOT Analysis of KXOL
  11. 11. Porter Five Forces Analysis Intensity of competitive rivalry Threat of new entrants Bargaining power of buyers Bargaining power of suppliers Threat of substitute products
  12. 12. Research Methodology Questionnaire Preparation Sampling and data collection Data Analysis
  13. 13. Buyers of spices 71% 14% 13% 2% Me Mother Husband Other
  14. 14. Percentage of packed and loose spice users 30% 70% Packed Spices Loose Spices
  15. 15. Reason for using packed spices 29% 4% 40% 11% 10% 6% Taste Color Consistent Quality Packaging Assured Quantity Other
  16. 16. Usage time period 17% 15% 42% 26% 1 month- 6 months 6 months- 1 year 1year- 3 years 3 years- 5 years
  17. 17. Most effective medium of communication 33% 3% 27% 28% 7% 2% Television Radio Newspaper Retailer Hoarding Other
  18. 18. Place of purchasing spices 37% 16% 41% 6% Local Provision Store Supermarket Wholesalers Seasonal Tents
  19. 19. Most preferred quantity 24% 14% 42% 20% 100gms-500gms 500gms-1kg 1kg-3kgs 3kgs-5kgs
  20. 20. Adulteration in packed spices 18% 37% 45% Yes No Cant Say
  21. 21. Problems with loose spices 11% 21% 61% 7% Bad taste Worms in spices Change in color Other
  22. 22. Viewers of kitchen Xpress ads 33% 67% Yes No
  23. 23. Findings  Ramdev has very deep penetration in the customers mind  Customers not aware about the defects in loose spices  Men form a very large percentage of spice buyers  Stores keeping expired packs of spices
  24. 24. Limitations of the research study  Respondents not cooperative  Only Ahmedabad area is covered  Language barrier  Secondary data may contain error  Human error
  25. 25. Recommendations  More focus on below the line activities  Brand name must be written in Gujarati language as well  Message must be made clear in TVC  Increase the number of TVC  Make KXOL available in provision stores  Set up Kiosks in malls  Social Media Marketing  Arrange contests for radio listeners
  26. 26. Sources of information  http://india.mslgroup.com/  http://en.wikipedia.org/wiki/Publicis  http://www.kxol.in/domestic.html  http://www.kxol.in/facilities.html  http://en.wikipedia.org/wiki/Mahashian_Di_Hatti  http://www.gandhispices.com/corporate-info-the-company.htm  http://www.jalarammasala.com/profile.php  http://shasthasystemsandsolutions.com/shasthaonlinegrocery/index.php?route=product/product&p roduct_id=455  http://www.census2011.co.in/census/district/188-ahmadabad.html  http://theglobaljournals.com/paripex/file.php?val=NjEw  http://www.business-standard.com/article/markets/food-safety-issues-worry-indian-spice-industry- 112021100069_1.html  http://www.business-standard.com/article/markets/coriander-up-more-than-1-on-rising-demand- 113042900296_1.html
  27. 27. THANK YOU

×