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C:\Users\User\Desktop\Britannia Treat Tiffin Pack !!

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C:\Users\User\Desktop\Britannia Treat Tiffin Pack !!

  1. 1. BRITANNIA TREAT Research Presentation Richa Misri 206 Debisree saha 175
  2. 2. FLOW OF PRESENTATION: <ul><li>Introduction </li></ul><ul><li>Understanding kids who form Treat TG. </li></ul><ul><li>Findings from the research questionnaire. </li></ul><ul><li>Outlook of parents about TG </li></ul><ul><li>Outlook of teachers about TG </li></ul><ul><li>Take Away for Treat. </li></ul>
  3. 3. OBJECTIVE OF RESEARCH <ul><li>To find out how we can relate to the TG better by tailoring our </li></ul><ul><li>Communication to stem from their world & thus find out a new product to launch as an extension of Britannia Treat </li></ul><ul><li>(Britannia Tiffin pack ) </li></ul>
  4. 4. TARGET AUDIENCE <ul><li>Treat is aimed at urban, affluent, SEC A+, SEC A kids aged between 7-12yrs. </li></ul><ul><li>Rohan is a 8 year old kid who plays pranks on his younger sister & friends. He is an active & naughty child . When he is in school, he longs for free periods .If he doesn`t get holidays from school ,he decides to take some on his own. He enjoys going to malls. He likes Treat because he gets free toys & goodies with it. He would rather save his money than spend it. </li></ul>
  5. 5. SAMPLE SIZE <ul><li>10 Kids </li></ul><ul><li>3 Teachers </li></ul><ul><li>2 Parents </li></ul>SAMPLE SOURCE Homes, malls & Toy stores.
  6. 6. TREAT KIDS
  7. 7. AN AVERAGE WEEKDAY OF A TREAT KID
  8. 8. Wake up Sid & Sara !! Eat breakfast & get Ready for school !! Assembly,P.T, Prayers etc Classes Short Break Classes Lunch Break Classes School closes lunch & rest Study (Homework) Television, Play & Coach Study(with dad Mostly) Dinner, TV Sleep Till School After School
  9. 9. WHERE CAN TREAT FIT IN THEIR LIFESTYLE? <ul><li>In breakfast ,kids either have only milk or prefer it with cakes & pastries. Treat can replace cakes & pastries. </li></ul><ul><li>The short break (10.30 am -11 .00am ) is the time when kids were found to be buying chips & juice from the canteen. Treat can replace chips on health grounds. </li></ul><ul><li>Since ( 6 -7 pm ) & (8-9 pm ) is the time when kids are watching television ,Treat can utilize these time periods for its commercials etc. </li></ul>
  10. 10. Q1. WHICH IS YOUR FAVORITE FOOD? <ul><li>Breakfast : </li></ul><ul><li>60% of kids (6/10) drink Bourn vita with milk. The rest have Boost,Complan,with sugar or plain milk. </li></ul><ul><li>50% of kids (5/10) prefer eating cakes & pastries in breakfast. The rest like egg puffs, sandwiches , Kellogg`s chocos or fruit loops. </li></ul>
  11. 11. <ul><li>Short Break : </li></ul><ul><li>While no clear trend could be established,30% (3/10) of kids preferred eating chips (Lays & Kurkare ) with Juice or coke .The rest would buy chicken roll, corn, noodles depending on the availability in the canteen. </li></ul><ul><li>20% kids carry sandwiches from home for the short break. </li></ul><ul><li>Lunch & Dinner : </li></ul><ul><li>50% of the kids ( 5/10) liked to eat home made food for lunch & dinner. </li></ul>
  12. 12. Q2. WHICH ARE YOUR TOP 5 CHOCOLATE BRANDS ?
  13. 13. REASONS (VERBATIM) <ul><li>Milky bar : “ It has milk”; “In mouth it melts” </li></ul><ul><li>Cadbury Dairy Milk : “ It is sweet” ; “ Has lots of flavors , one has nuts also” “ Milk & chocolate” </li></ul><ul><li>During interview many kids made thumb gestures of adding milk clearly suggesting excellent positioning on part of Cadbury`s dairy milk ! </li></ul>
  14. 14. <ul><li>Five Star : </li></ul><ul><li>“ Tasty means when we touch it at the tip of the tongue it gives me sweet taste” ; “ full of chocolate” ; “ I like the centre filling” “ I feel they fill honey in it” . </li></ul><ul><li>KIT KAT : </li></ul><ul><li>“ It is crispy” ; “I like the wafer” ; “I like the red color chocolates” (referring to the packaging). </li></ul><ul><li>Cadburys Bournville : </li></ul><ul><li>“ I like the ad ,the taste of the chocolate is not really good but still it is my favorite” ; “ latest chocolate” ; “ Mom also likes the dark chocolate” </li></ul><ul><li>Inference : Kids like Milkybar & Five Star. Both of them have melt in mouth properties( non –wafered) .Kids don’t show much inclination towards wafered chocolates like kit-kat. </li></ul>
  15. 15. Q3.WHICH ARE YOUR TOP 5 BISCUIT BRANDS ?
  16. 16. REASONS (VERBATIM) <ul><li>Hide & Seek : </li></ul><ul><li>“ lots of chocolate & Chocó chips as well in my mouth”; </li></ul><ul><li>Parle g : </li></ul><ul><li>“ has milk Shakti” ;; “make from grains of wheat” </li></ul><ul><li>Sun feast : </li></ul><ul><li>“ Gives more cream” ; </li></ul><ul><li>Britannia 50-50: </li></ul><ul><li>“ tasty (sweet n crispy)” ; “enjoy with tea” ; “has salt in it” ; </li></ul><ul><li>Little hearts: </li></ul><ul><li>“ when we go in bus we can have” ; “has sugar in it” </li></ul><ul><li>Inference : </li></ul><ul><li>Kids enjoy the bursts of chocolate ( due to additional choco-chips) that they get while eating Hide & seek . </li></ul>
  17. 17. TOP 5 CREAM BISCUIT BRANDS
  18. 18. REASONS(VERBATIM) <ul><li>Parle Kreams: </li></ul><ul><li>“ My father will bring” ; “my sister gives me new flavors” “ the shopkeeper will give” </li></ul><ul><li>Treat: </li></ul><ul><li>“ I like treat because they give a toy” ; </li></ul><ul><li>Sun feast: </li></ul><ul><li>“ it has got extra cream in it” </li></ul><ul><li>Bourbon: </li></ul><ul><li>“ me & my best friend both like” </li></ul><ul><li>Inference : </li></ul><ul><li>Kids are introduced to Parle Kreams through family members </li></ul><ul><li>& shopkeepers. This makes us question whether Parle is giving </li></ul><ul><li>incentives to shopkeepers & using aggressive distribution to push </li></ul><ul><li>Kreams. </li></ul>
  19. 19. Q4.WHICH ARE YOUR FAVORITE CHANNELS ? <ul><li>20% kids( 2/10) like watching Tom & Jerry on Cartoon Network . </li></ul><ul><li>20% kids ( 2/10) like watching Art Attack on Disney channel . </li></ul><ul><li>40% kids (4/10) like Mr. Bean on POGO. </li></ul><ul><li>1 kid liked watching Hannah Montana . </li></ul><ul><li>Kids also like watching dance programs on television like Boogie Woogie, regional channels like Udaya TV ,Z Kanada & Ushe ( joke program ), Discovery , National Geography ( Man vs. nature ). </li></ul>
  20. 20. Q5.YOUR FAVORITE CHARACTERS ON TV?
  21. 21. MR. BEAN <ul><li>A child in man`s body </li></ul><ul><li>Slow witted ,selfish </li></ul><ul><li>Ingenious ,likable buffoon </li></ul><ul><li>Unusual connivances to everyday </li></ul><ul><li>tasks </li></ul><ul><li>Silent ,physical comedy </li></ul><ul><li>Trademark tweed jacket & skinny </li></ul><ul><li>tie. </li></ul>
  22. 22. MR. MAGOO <ul><li>Wealthy ,short statured </li></ul><ul><li>Retiree ,refuses to admit he has myopia </li></ul><ul><li>Subsequently people think he`s a lunatic </li></ul><ul><li>He gets into real sticky </li></ul><ul><li>situations </li></ul><ul><li>Kids imitate his voice as its very nasal. </li></ul><ul><li>Mcbarker,the talking bull dog also has poor eyesight!! </li></ul>
  23. 23. SPONGEBOB SQUARE PANTS <ul><li>Has adventures with his </li></ul><ul><li>friends in the underwater </li></ul><ul><li>Sea city called bikini bottom </li></ul><ul><li>Extremely energetic, optimistic </li></ul><ul><li>Has a dim witted friend Patrick </li></ul><ul><li>& jealous neighbor Squidward </li></ul><ul><li>Laws of physics are violated </li></ul><ul><li>for comedic value </li></ul><ul><li>Distinguishing Hawaiian music </li></ul><ul><li>liked by kids. </li></ul>
  24. 24. THE SUITE LIFE OF ZACK & CODY <ul><li>Cody martin : </li></ul><ul><li>Calm, mature, smarter twin, </li></ul><ul><li>he gets straight A`s </li></ul><ul><li>Gets talked along into Zack`s </li></ul><ul><li>Schemes </li></ul><ul><li>Zack Martin : </li></ul><ul><li>Unstudious,outgoing,immature twin </li></ul><ul><li>Dresses in skater clothes </li></ul><ul><li>Takes advantage of his teachers </li></ul><ul><li>London Tipton : </li></ul><ul><li>Dim-witted, spoilt ,rich </li></ul><ul><li>Teenager </li></ul><ul><li>Wears designer clothes, </li></ul><ul><li>Faces detention from school </li></ul><ul><li>most of the times </li></ul><ul><li>Maddie Fitzpatrick: </li></ul><ul><li>Candy counter girl, smart, </li></ul><ul><li>Hardworking & intelligent </li></ul><ul><li>Supporter of environmental causes </li></ul><ul><li>London`s closest friend who treats </li></ul><ul><li>her like a servant </li></ul>
  25. 25. CHOTA BHEEM <ul><li>Brave, strong & intelligent </li></ul><ul><li>Rival Kalia has 2 sidekicks </li></ul><ul><li>Dhollu & Bhollu,plots against </li></ul><ul><li>Bheem but never succeeds </li></ul><ul><li>Children in dholapur </li></ul><ul><li>look upto him to solve problems </li></ul><ul><li>Good animation </li></ul><ul><li>New content in rural </li></ul><ul><li>settings </li></ul>
  26. 26. KRISHNA , CHOTA BHEEM ARE THE NEW CARTOON IDOLS FOR CHILDREN !! <ul><li>Leading the kids pack for several months now has been Chota Bheem , a show that runs on Pogo, one of the two children’s channels run by Turner International, a unit of Time Warner Inc. </li></ul><ul><li>According to TAM Media Research Pvt. Ltd, a television audience measurement firm, the show is ranked No. 2 for the week ended 7 November. </li></ul><ul><li>Of the other channels in the space, Nick shows Little Krishna in Hindi and English while Kids Media India Pvt. Ltd’s Spacetoon channel is planning a slew of mythological cartoons next year. </li></ul><ul><li>Source : LIVE MINT.COM ( Nov 13,2009) </li></ul><ul><li>http://www.livemint.com/2009/11/13221216/Krishna-Bheem-are-the-new-car.html </li></ul>
  27. 27. INFERENCES: <ul><li>Kids have a soft corner for the underdog (Mr. Bean & Mr.Magoo) </li></ul><ul><li>They have instant bond with funny characters. </li></ul><ul><li>They appreciate hard work & intelligence ( Cody & Maddie ) </li></ul><ul><li>Boys aspire to be strong ( Chota Bheem ) </li></ul><ul><li>They don`t mind a little selfish behavior ( Mr. bean ) </li></ul>
  28. 28. Q6.WHAT SITES DO YOU VISIT ON INTERNET ? <ul><li>70% kids (7/10) use Google for their project work. </li></ul><ul><li>40% kids (4/10) use Face book for networking with friends . </li></ul><ul><li>Enjoy games like Farmville & café world. </li></ul>
  29. 29. Q7.WHICH BOOKS DO YOU READ? 30%(3/10) kids enjoy reading Tinkle . 20% (2/10) kids like champak. They are available in most schools. Fortnightly Subscription magazines
  30. 30. Q8.WHICH ARE YOUR FAVORITE MOVIES ? HOLLYWOOD: “ They go 2 new Places” “ At night he`ll Become ghost” “ I like Animals” “ Funny movie” “ I like the singing”
  31. 31. INFERENCES FROM PARENTS <ul><li>Many parents don’t like taking their kids to malls because they </li></ul><ul><li>think that kids will start demanding things that they can`t afford. </li></ul><ul><li>Parents encourage kids learning multiple talents like singing ,dancing, sports etc. </li></ul><ul><li>They buy them puzzles & games that encourage using mind. </li></ul><ul><li>Some parents buy piggy banks for the kids & put one rupee </li></ul><ul><li>everyday in it so that they can buy gifts for their children from it later. </li></ul>
  32. 32. INFERENCES FROM TEACHERS .. <ul><li>Short Break : “ They have juice & chips . If they biscuits mostly they can be found eating Oreo, Pure Magic or cream biscuits like Parle Kreams” </li></ul>
  33. 33. <ul><li>About the TG : </li></ul><ul><li>I think 10-11 yr old girls are crazy for Hannah Montana. I find Barbie stickers on their notebooks. </li></ul><ul><li>Girls bring UNO cards & Boys bring their power cards . Sometimes they draw their own power cards & assign powers to them & give it to their friends . </li></ul><ul><li>Boys like to mix with entire class but girls are more into groups. </li></ul><ul><li>There is a clear difference in kids whose both parents are working & ones with one parent working. They can see whatever they want </li></ul><ul><li>on television !! </li></ul><ul><li>What do kids carry with them to school picnics: “ Most of them carried chips like Lays & Kurkare .In biscuits you can find them with Milano mostly & chewing gums” </li></ul>
  34. 34. TAKE AWAY FOR TREAT <ul><li>In breakfast ,kids have only milk Treat can be a healthy breakfast supplement. </li></ul><ul><li>The short break is the time when kids were found to be buying chips & juice from the canteen. Treat can replace chips on health grounds. </li></ul><ul><li>Since ( 6 -7 pm ) & (8-9 pm ) is the time when kids are watching television ,Treat can utilize these time periods for its commercials etc. </li></ul><ul><li>A large number of kids were using face book for games . This suggests numerous possibilities for Treat visibilities like : Treat community on Face book , tie up with popular games like café world etc.An application can be created where kids can create their own treat ,add flavors to it etc. </li></ul>
  35. 35. <ul><li>Kids are introduced to Parle Kreams through family members </li></ul><ul><li>& shopkeepers. This makes us question whether Parle is giving </li></ul><ul><li>incentives to shopkeepers & using aggressive distribution to push </li></ul><ul><li>Kreams. A research should be conducted on the same along with </li></ul><ul><li>the area sales person from client. </li></ul>
  36. 36. CONCLUSION Hence we can see that there is a need for a healthy Tiffin pack that Modern day moms (short on time ) need for their kids . Hence we launch BRITANNIA TREAT TIFFFIN PACK…….

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