Mouth freshener


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  • Thana College Vartak College Ismail usuf Sp, Bhavans
  • Mouth freshener

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