Marketing Research
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Marketing Research Marketing Research Document Transcript

  • MARKETING RESEARCH PRESENTATION ON MARKETING RESEARCH Submitted To: Submitted By: Dr.Navjot Kaur Amit Malhotra (305) Contents: * Objectives * Need of the study * About Glaxo Smithkline * About Cadbury’s * Sample size / Target population * Database questionnaire * Data Analysis with the help of questionnaires * Summary of findings * Suggestions * Conclusion OBJECTIVES: * To compare and study the products of which brand of health drinks are more preferred by the customers. * To study the preference of the customers towards the products of cadbury’s
  • * To study the preference of the customers towards the products of GLAXO SMITHKLINE. * To study the reasons of the preference of the customers towards a particular brand. Need of the Study: * To know the overall preference of the brands in the market among its customers. * To study the performance of both the brands in the market * To analyze the preferred products of both the brands amongst the customers * To know the overall sales of the products in the market. * To know the strengths and weaknesses of both the brands Customer satisfaction: Customer satisfaction refers to how satisfied customers are with the products or services they receive from a particular agency. The level of satisfaction is determined not only by the quality and type of customer experience but also by the customer’s expectations. ABOUT GLAXO SMITHKLINE: o Glaxo smithkline consumer healthcare limited (GSKCH), a global nutritional healthcare company . o It came up in India in 1958 o Horlicks is the most respected brand of GSK. o It has about 21000 employees working with it. o Its first plant in INDIA was set up at NABHA. o Horlicks is the name of a company and of a malted milk hot drink, which is claimed to promote sleep when consumed at bedtime. There is, however, no evidence that malted milk directly promotes sleep, merely staves off hunger pangs that may disturb sleep. It is manufactured by GlaxoSmithKline in the United Kingdom, India and Jamaica. o By far, the biggest market for Horlicks is India, where it has traditionally been marketed as 'The Great Family Nourisher.' New products have been developed specifically for India, such as alternative flavors and special formulations for young children and breast-feeding mothers. Claims by GlaxoSmithKline India in 2005 that Horlicks encourages growth and alertness in children have, however, caused some controversy. Junior Horlicks 1-2-3 is a large extension that is specially designed for pre-school children. Horlicks is also available in biscuit forms. In 2005, Horlicks Lite was also introduced targeting older consumers and does not contain any cholesterol or added sucrose.In addition,the company has introduced Cereal Bars under the name Horlicks NutriBar exclusively for India.
  • ABOUT CADBURY: o Cadbury is a leading global confectionery company with an outstanding portfolio of chocolate, gum and candy brands. o In India, Cadbury began its operations in 1948 by importing chocolates. After 60 years of existence, it today has five company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota and Chennai). The corporate office is in Mumbai. o Employ around 50,000 people and have direct operations in over 60 countries, selling products in almost every country around the world. o Currently Cadbury India operates in four categories viz. Chocolate Confectionery, Milk Food Drinks, Candy and Gum category. In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years. Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk, Éclairs and Celebrations. Cadbury enjoys a value market share of over 70% - the highest Cadbury brand share in the world! Our flagship brand Cadbury Dairy Milk is considered the "gold standard" for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer. In the Milk Food drinks segment our main product is Bournvita - the leading Malted Food Drink (MFD) in the country. Similarly in the medicated candy category Halls is the undisputed leader. We recently entered the gums category with the launch of our worldwide dominant bubble gum brand Bubbaloo. Bubbaloo is sold in 25 countries worldwide. Sample size/target population: * Sample size will comprise on normal customers * There were in all 60 customers out of which I received only 54 responded. Database questionnaire:
  • o A questionnaire of 12 questions was prepared for the proper comparison of GSK with Cadbury’s o Primary data was collected with the help of customers. * Secondary data: secondary data are those which have already been collected by someone else and which have already pass through statically process. These are various publications, newspapers, magazines, and web site to gather information already existing in the broadband. DATA ANALYSIS WITH THE HELP OF QUESTIONNAIRES: Q. 01 Which product out of two you usually buy? A. 01 (A) Horlicks (B) Bournvita Q. 02 The price of which product you find better? A. 02 (A) Horlicks (B) Bournvita Q. 03 The quantity of which product you find better ? A. 03 (A) Horlicks (B) Bournvita Q. 04 The packaging of which product you find better ? A. 04 (A) Horlicks (B) Bournvita Q. 05 The quality of which product you find better ? A. 05 (A) Horlicks (B) Bournvita Q. 06 The feature of ease of availability is available in which product out of two ? A. 06 (A) Horlicks (B) Bournvita Q. 07 The taste of which out of two products is better ?
  • A. 07 (A) Horlicks (B) Bournvita Q. 08 Does the product of your choice provides you with any scheme ? A. 08 (A) Yes (B) No Q. 09 Out of the two brands in which one you find more variety of products ? A. 09 (A) Horlicks (B) Bournvita Q. 10 Does the nutritional content of product has any relevance for you ? A. 10 (A) Yes (B) No Q. 11 If yes which out of the two products offer better nutritional content for your family A. 11 (A) Horlicks (B) Bournvita Q. 12 Which feature out of the following instigates you to buy the product of your choice ? A. 12 (A) Family decision (B) Individual decision (C) Promotional/Advertisement instigated decision Q. 13 Which product over all satisfies you and your family ? A. 13 (A) Horlicks (B) Bournvita SUMMARY OF FINDINGS: o It can be concluded that most of the people prefer to buy bourn vita for their families. o Mostly people prefer bourn vita price wise. o Quantity wise people prefer bourn vita in comparison to horlicks. o Most of the respondents believe that they find huge categories of products under horlicks.
  • o Taste wise people prefer more bourn vita. o People also believe that bourn vita provides more schemes for its customers in comparison to horlicks. o Most of the respondents go for the nutritional contents of the products which they find better in bourn vita . o Overall out of all the respondents mostly people are satisfied with bourn vita. SUGGESTIONS: o Horlicks should reduce its prices so as to earn better profits in comparison to bourn vita. o More schemes should be offered with the products so as to lure the customers. o It should also try to introduce its products in category of brown flavor. o Should give more emphasis on the availability of product in the market. o Product should be promoted extensively through hoardings, seminars, demonstrations to the customers and also with the latest innovative schemes. o Should also venture into the quiz competition among the children, should conduct game fairs CONCLUSION: It can be concluded from the whole survey that people prefer more of Bourn Vita( a Cadbury product) rather than Horlicks ( Glexosmith’s product). People prefer Bourn Vita because of the fact that the prices the quality the quantity & the family inspiration are the biggest reasons for the purchase of this product. People prefer Horlicks because of better advertisement and the reason that their packaging is long lasting. Otherwise overall people are more satisfied with Bourn Vita in comparison to Horlicks because of the above mentioned reasons.