Parle agro project presentation internet version

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This presentation was a part of my internship project which I did for Parle Agro Pvt. Ltd, Bangalore.

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  • Sample Size : 100Sample Type : Stratafied
  • Pros – Negligible competition at this price point, Easier approach to familiarize the consumer, Established line of productCons – May prove costly to launch a new product altogether, it’s a kind of reverse line extension - the image of the product should be handled properly
  • Parle agro project presentation internet version

    1. 1. A Project Report On Appy Fizz, Grappo Fizz, Hippo & Hippo Round Round: Consumer Awareness & Opportunities ThereonProject Mentor Project Guide Submitted ByVP Sajeev, Rohan Karkada Aniruddh TiwariDhaval Vadhar, Anoop Chandran S 2nd Year, PGDM, Masood Khan MSRIM, Bangalore
    2. 2. Objective• To assess the awareness about Appy Fizz, Grappo Fizz, Hippo &Hippo Round Round among the consumers who shop in moderntrade outlets.•Once the awareness is analyzed, how the findings should beleveraged to create new business opportunities in moderntrade.
    3. 3. Data Collection:• Data Collected •Primary •Method of data collection • Observation • Field Survey •Type of data collected •Qualitative •Quantitative
    4. 4. Methodology:- Click on the following links to open the respective document Store Observation Table Questionnaire Consumer Response Sheet
    5. 5. A Comparative Picture Sample Size : 102 Appy Fizz & % Aware 97 72 81 % Tried/Tasted 84 21 51% Having More Info. 74 42 39About the Product% Repeat Purchase 78 71 68 Intention Average Product 3.01 2.91 3.04 Rating-Out Of 5 Click to go to slide 29
    6. 6. FINDINGS
    7. 7. Have you heard about Appy Fizz Have you heard about Grappo FizzA carbonated apple drink from "Parle Agro" ? A carbonated Grape drink from "Parle Agro" ? No 3% No 28% Yes Yes 97% 72% Yes 99 Yes 73 No 3 No 29
    8. 8. Have you ever tried/tasted "Appy Fizz" ? Have you ever tried/tasted “Grappo Fizz “? No 16% Yes 21% No 79% Yes 84% Yes 85 Yes 21 No 16 No 81
    9. 9. Do you know that Appy Fizz has real apple Do you know that Grappo Fizz has real grape juice in it ? juice in it ? No 26% Yes 42% No 58% Yes 74% Yes 75 Yes 42 No 26 No 59
    10. 10. What was the size of Appy Fizz you bought last time ? Cant Remember 15%1 L PET Bottle 7% 300 ML PET Bottle 54% 500 ML PET Bottle 24% 300 ML PET Bottle 46 500 ML PET Bottle 20 1 L PET Bottle 6 Cant Remember 13
    11. 11. How do you treat Appy Fizz as ? cool drink to savor An alternative drink for during your leisure other carbonated time beverages 39% 41% A drink to mix with A Party Drink your 11% cocktails/mocktails 9%A cool drink to savor during your leisure time 36A Party Drink 10A drink to mix with your cocktails/mocktails 8An alternative drink for other carbonated beverages 37
    12. 12. On a scale of 1 to 5, please rate Appy Fizz on the following:- Discount offers available 5 in retail stores Price of the drink 4 Taste Of The Drink 3 Packaging & Labelling 2 1 Advertising 0 5 10 15 20 25 30 35 40 45 1 2 3 4 5 Avg. Rating Advertising 6 12 28 30 9 3.28 Packaging & 3 9 20 45 8 Labelling 3.54 Taste Of The 5 14 32 28 6 Drink 2.91Price of the drink 2 12 38 30 3 3.24 Discount offers available in 29 30 20 3 3 retail stores 2.07 Avg. Product Rating 3.008
    13. 13. What is that one thing which you would like to change in Appy Fizz ? Nothing. Everything is just perffect Availability of sizes 11% the drink comes in The amount 9% of fizz (CO2) in the drink 31% Pricing of the drink 18% Packaging & Labeling of the The sweetness of drink the drink 8% 23%The amount of fizz (CO2) in the drink 26The sweetness of the drink 20Packaging & Labeling of the drink 7Pricing of the drink 15Availability of sizes the drink comes in 8Nothing. Everything is just perffect 9
    14. 14. What was the size of Grappo Fizz you bought last time ? Cant Remember 19%500 ML PET Bottle 5% 300 ML PET Bottle 76% 300 ML PET Bottle 16 500 ML PET Bottle 1 Cant Remember 4
    15. 15. How do you treat Grappo Fizz as ? A cool drink to savor during your leisure time An alternative 14% drink for other A Party Drink carbonated 24% beverages 52% A drink to mix with your cocktails/mocktails 10%A cool drink to savor during your leisure time 3A Party Drink 5A drink to mix with your cocktails/mocktails 2An alternative drink for other carbonated beverages 11
    16. 16. On a scale of 1 to 5, please rate Grappo Fizz on the following:- Discount offers available in5 retail stores4 Price of the drink3 Taste Of The Drink2 Packaging & Labelling1 Advertising 0 2 4 6 8 10 12 1 2 3 4 5 Avg. Rating Advertising 3 3 7 8 0 2.95 Packaging & Labelling 0 4 5 12 0 3.38 Taste Of The Drink 3 2 9 7 0 2.95 Price of the drink 0 5 9 6 1 3.14 Discount offers available 7 7 5 1 1 2.14 in retail stores Avg. Product Rating 2.91
    17. 17. What is that one thing which you would like to change in Grappo Fizz ? Availability of sizes Nothing. Pricing Of The the drink comes in Everything is just Drink 16% perffect 5% 0% Sweetness Of The Amount Of Fizz in Drink The Drink 21% 58% Packaging &Labelling Of The Drink 0% Amount Of Fizz in The Drink 11 Sweetness Of The Drink 4 Packaging & Labelling Of The Drink 0 Pricing Of The Drink 1 Availability of sizes the drink comes in 3 Nothing. Everything is just perffect 0
    18. 18. Will you be interested in buying Appy Fizz next Will you be interested in buying Grappo Fizz next time ? time ? No No 22% 29% Yes Yes 71% 78% Yes 66 Yes 15 No 19 No 6
    19. 19. Have you heard about "Hippo" - A non fried Have you heard about "Hippo Round Round" - A baked munchies from Parle Agro ? non fried baked munchies from Parle Agro ? No 19% No 25% Yes Yes 75% 81% Yes 83 Yes 77 No 19 No 25
    20. 20. Have you ever tried/tasted Hippo ? Have you ever tried/tasted Hippo-Round Round ? No Yes Yes49% 51% 44% No 56% Yes 52 Yes 23 No 50 No 29
    21. 21. Do you know that Hippo Munchies are non fried, zero trans Do you know that "Hippo-Round Round" are non fried, zero fat and are made of wheat. Totally good for health ? trans fat and are made of wheat. Totally good for health ? Yes Yes 39% 40% No No 61% 60% Yes 39 Yes 21 No 62 No 31
    22. 22. Which of the following flavors of Hippo have you tried till now ? Cant Remember 35% Indian Chatpatta 29% Thai Chilli 15% Hot-n-Sweet Tomato 54% Chinese Manchurian 33%Yoghurt Mint Chutney 12% Italian Pizza 38% Italian Pizza 20 Yoghurt Mint Chutney 6 Chinese Manchurian 17 Hot-n-Sweet Tomato 28 Thai Chilli 8 Indian Chatpatta 15 Cant Remember 18
    23. 23. Which flavor of Hippo do you like the most ? Italian Pizza Yoghurt Mint Chutney 17% 2%Cant Remember 36% Chinese Manchurian 8% Indian Chatpatta Hot-n-Sweet Tomato 12% 25% Thai Chilli 0% Italian Pizza 9 Yoghurt Mint Chutney 1 Chinese Manchurian 4 Hot-n-Sweet Tomato 13 Thai Chilli 0 Indian Chatpatta 6 Cant Remember 19
    24. 24. On a scale of 1 to 5, please rate Hippo on the following:-5 Discount offers available in retail stores4 Price of the drink3 Taste Of The Drink2 Packaging & Labelling1 Advertising 0 5 10 15 20 25 1 2 3 4 5 Avg. Rating Advertising 7 12 14 17 2 2.90 Packaging & 2 5 18 25 2 Labelling 3.38 Taste Of The 5 7 16 18 6 Drink 3.25 Price of the drink 3 4 19 22 4 3.38 Discount offers available in 18 12 13 8 1 retail stores 2.27 Avg. Product Rating 3.04
    25. 25. Which of the following flavors of "Hippo-Round Round" have you tried till now ? Cant Remember 25 Punjab Da Pickle 7Firangi Cheese n Spice 4 Goan Butter Garlic 5Shillong Noodle Masala 2Gujrati Mango Chutney 4 Not Applicable 18 Not Applicable 35% Gujrati Mango Chutney 8% Shillong Noodle Masala 4% Goan Butter Garlic 10% Firangi Cheese n Spice 8% Punjab Da Pickle 13% Cant Remember 48%
    26. 26. Which is your favorite "Hippo-Round Round" flavor ? Cant Remember 16 Punjab Da Pickle 3 Firangi Cheese n… 2Goan Butter Garlic 1 Shillong Noodle… 0 Gujrati Mango… 2 Not Applicable 28 Not Applicable 27% Gujrati Mango Chutney 2% Shillong Noodle Masala 0% Goan Butter Garlic 1% Firangi Cheese n Spice 2% Punjab Da Pickle 3% Cant Remember 16%
    27. 27. On a scale of 1 to 5, please rate Hippo-Round Round 13 14 14 10 1Lowest Highest 1 2 3 4 5 1 Lowest 14% 2 11% 3 13% 4 9% 5 Highest 2%
    28. 28. SUGGESTIONS
    29. 29. Grappo Fizz:- •Higher Awareness -> Lower undertake –> Higher Repeat Purchase Intention Click to go to comparative picture •One of the prominent factor consumers pointed out is that; it is difficult to find a sync between a grape juice and the presence of fizz in it. •We can follow the “Appy Classic to Appy Fizz” path. •Familiarize the customer with grape juice and then emphasize on the fizz variant. •How about having a grape juice (May be “Grappo”…! ) at Rs. 12/- price point… ? • Pros •Cons •Cross Promotion of Grappo Fizz with Hippo Round Round. Click to see a picture •Sampling of Grappo Fizz. We have already seen positive results while sampling Saint Juices. Contd…
    30. 30. Product Placement Product Placed Above or Below Eye Level Product Placed at the Eye Level
    31. 31. Sampling:-•One of the most effective way to increase consumer awareness and product acceptanceamong the consumers is to sample our products.•Sampling conducted in well coordinated manner always yields positive results as it was evidentin the sampling done for Hippo Round Round & Saint 100% Juices.•At the same time placement of sampling kiosks inside the store is also very important. Placingthe kiosk near to your product shelf/bay is not always beneficial. (Share the Big Bazaar Experience)Sales Figures from Big Bazaar, White Field, Bangalore for 3 particular days Product Sale on 12th June 2011 Sale on 18th June 2011 Sale On 19th June 2011 (Sunday) (Sampling Day, Saturday) (Sunday, Sampling Day & kiosk shifted to a new place) Saint 100% Juices 2 Pks. (1 Ltr.) 39 Pks. (1 Ltr.) 61 Pks. (1 Ltr.) Hippo Round Round 7 Pks. (Assorted) 28 Pks. (Assorted) 32 Pks. (Assorted) Click To See Kiosk Placement
    32. 32. Product Differentiation between Hippo & Hippo Round Round:-Few interesting comments from the customers on Hippo & Hippo Round Round:- • “Are you people inspired from Super Mario & Luiggi ?” • “On looking at the package it seems that one contains wheat balls, another contain small chapatis made by wheat balls. “ • “It looks like twins separated at Kumbh Mela.” • “Why is it looking like Hritik Roshan & Harman Baweja sitting together ?” Click Here To See Why ???
    33. 33. • Maintaining stocks at crucial point of time is absolutely necessary. Forexample: • Total Mall, Mahadevpura, Bangalore – Stocks for Hippo & Saint Juices were not present for many days. • Big Bazaar, Whitefeild, Bangalore – After getting good response during the sampling activity, 3 variants of Hippo Round Round were out of stock for one entire week. • Modern Trade Scenario in Jabalpur for Parle Agro. Give a brief
    34. 34. Conclusion:-• Parle Agro is one of the very few FMCG food companies in India whose entire gamut ofproducts are having a USP of upholding the “Pink Health” of the consumer. However most ofthe modern trade consumers feel that this message is not clearly communicated by Parle Agro.• A good number of modern trade consumers are brand conscious. Maximum of theirpurchases inside the store (FMCG in particular) are based on their brand recall value.During the project tenure, it was good to observe Parle Agro’s recall value on a positiverank. But somewhere we are lacking in encashing the opportunity by not mentioningcompany logo on Hippo & Hippo Round Round.•Most of the modern trade stores have their own web-space where they offer theconvenience of shopping from home or office. We can increase our presence on theirweb-space. Although this measure wont increase our revenues significantly, but it willhelp us to build up our brand presence and value.
    35. 35. Thank YouForParle AgroProject Completed By:-ANIRUDDH TIWARI,PGDM, M S RAMAIAH INSTITUTE OF MANAGEMENT,
    36. 36. Attachments
    37. 37. •In this picture, Bambino cross promoted itsvermicelli with their own brand of Badam Milkpowder.•Here both the products are complementing eachother. Moreover the combi pack is just 2 rupeescheaper than separate purchases.• Similarly Grappo Fizz can be combined withHippo Round Round’s Punjab Da Pickle & GoanButter Garlic as these flavors go well with the fizzdrink. Click Here To Go Back To Grappo Fizz Suggestion Slide
    38. 38. Click Here To Go Back To Sampling Suggestion Slide
    39. 39. Click Here To Go Back To Product Differtiation Slide
    40. 40. Following were the few points highlighted by Big Bazaar, Jabalpur :-1) Appy Fizz is very popular here but they were unable to meet the demand due to irregularsupplies.2) They are not storing Hippo & Hippo Round Round for past SIX MONTHS inspite of havingPOs. Neither the local daily kiranawalas have it. Those who have are having very old stock.3) Big Bazaar has got only one time supply of Saint Juices. It was some 7-8 months ago andthat too close to 65% of the stock was of Orange variant. So at this point of time the localcustomers have near about zero awareness about our 100% juices. Whereas Real & XS fromGodrej are doing business of approximately 26 cases a month in each of the modern tradeoutlet. (Pictures of their display attached).4) Even for Frooti they were unhappy about the supplies with lead time of approximately 7days.5) Frooti 2ltr pack is generating good business in all the modern stores. However its Slice500ML which is stealing the show among all PET Bottle Mango FBDs. Slice is shelling outpretty good discounts on their landing price and was enjoying the most space of all in thestore. Go to Slide

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