The document summarizes a marketing research project conducted by students to analyze customer loyalty for mouth fresheners among male smokers aged 18-30. The students conducted surveys of customers and paanwalas (tobacco shop owners) to understand brand preferences and factors influencing purchases. Key findings included low brand loyalty, with Chlor-mint having the highest preference. Advertising and taste were most influential on customers. Paanwalas did not receive sales commissions so had little motivation to promote specific brands. The students recommended Chlor-mint offer incentives to paanwalas based on sales and leverage tobacco distributors' networks to influence mouth freshener sales.

1. Marketing Management Project 2 SIMSREE – Batch of 2012

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. Contents Product / Category – Mouth Freshner Step1 : Problem Definition & Research Objectives Step 2 : Developing a Research Plan Step 3 : Collection of Data Step 4 : Analysis of Data Step 5 : Findings Step 6 : Decision Making

4. Step 1 : Problem Definition & Research Objectives Problem Definition 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. Research Objectives To come up with strategies to improve customer loyalty and to drive sales for “Chlor-mint”

5. Step 2 – Develop the Research Plan Data Sources Primary data : Freshly gathered data through questionnaires at following places : Student Hostels, Areas near to colleges, Offices, Prominent public places Research Approaches Survey Research Observational Research Research Instrument Questionnaires Mouth Freshener Survey: Closed Ended : Dichotomous (2), Multiple choice (2), Importance scale (1), One word questions(2) Open Ended : Completely Unstructured(1), Word association (1) Paanwalas Survey: Closed Ended : dichotomous(1), score-based question(3), one word questions(1) Open Ended : Completely Unstructured(1)

6. Step 2 – Develop the Research Plan Sampling Plan What to survey? : Age group 18 to 30 men smokers and Paanwalas near educational institutes and offices Sample Size : First group : 40, Paanwalas : 12 Sampling Procedure : Judgment & Convenience Contact methods: Personal & telephonic Interviews, Mailing questionnaires and Online interview

7. Step 3 – Collect data Mouth Freshener Survey Consumer Survey Questionnaire.docx Paanwala Survey Paanwala Survey Questionnaire.docx

8. Step 4 – Analyze data Mouth Freshner Survey Analysis Consumer_Mouth Freshner Survey.xlsx A large proportion (84%) would actually purchase a mouth freshener after a smoke Very low brand loyalty (22%) among smokers Chlor-mint enjoys the highest preference (36%) Advertisement(39%) and Taste(39%) are the two most influencing factors Most popular mouth freshener advertisement is for Chlormint- Hum chlormint kyun khate hain Panwalas Survey Paanwala Survey_Mouth Freshener.xlsx Paanwala Survey data correlates with data from consumer survey with respect to proportion of sample using mouth-freshener after a smoke(78%) Chlor-Mint, once again, enjoys highest preference(33%) People ask for a specific brand(68%) but Brand Loyalty lacking(12% only)

9. Step 5 – Present Findings Paanwala’s Survey Findings: Not offered a cut from the sales so no motivation to push for a particular brand sales ITC leverages the distribution network of tobacco products and tries to influence sales of mouth freshener Paanwalas may influence the sales to get rid of excess stocks People buying high price cigarettes tend to buy chewing gums like center fresh Mouth Freshener Survey Through observational research, it was observed that people go for the mouth freshener that is first visible to them in the shop Most people relate to the brand through advertisement Generally, people accept the mouth freshener given by the Panwala instead of the change and thus customer loyalty is affected

10. Step 6 – Make a Decision Chlormint can offer an incentives to panwalas based on their sales figures. Chlormint should tie up with distributors of tobacco products to leverage on their distribution network which influences mouth freshener sales the most 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 Example - Chlor-Mint Customer Loyalty Ad.flv As per suggested by the persons surveyed they would like to have their Chlor-Mint in the chewy dragee form like that of Mentos Tie up with Theme-restaurants and Hookah parlors