C:\Fakepath\Britannia Treat Tiffin Pack !!

BRITANNIA TREAT

Research Presentation

Richa Misri 206Debisree saha 175

FLOW OF PRESENTATION:

Introduction

Understanding kids who form Treat TG.

Findings from the research questionnaire.

Outlook of parents about TG

Outlook of teachers about TG

Take Away for Treat.

OBJECTIVE OF RESEARCH

To find out how we can relate to the TG better by tailoring our

Communication to stem from their world & thus find out a new product to launch as an extension of Britannia Treat

(Britannia Tiffin pack )

TARGET AUDIENCE

Treat is aimed at urban, affluent, SEC A+, SEC A kids aged between 7-12yrs.

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.

SAMPLE SIZE

10 Kids

3 Teachers

2 Parents

SAMPLE SOURCE

Homes, malls & Toy stores.

TREAT KIDS

AN AVERAGE WEEKDAY OF A TREAT KID

Wake up

Sid &

Sara !!

Eat breakfast &

get Ready for

school !!

Assem

bly,P.T

,

Prayers etc

Cla

sses

Short Break Classes Lunch

Break Classes

School

closes

lun

ch &

re

st

Stud

y (H

omew

ork)

Television, Play & Coach

Study(with dad

Mostly)

Dinner,

TV

Slee

p

Till School

After School

WHERE CAN TREAT FIT IN THEIR LIFESTYLE? In breakfast ,kids either have only milk or prefer it

with cakes & pastries. Treat can replace cakes & pastries.

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.

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.

Q1. WHICH IS YOUR FAVORITE FOOD? Breakfast :

60% of kids (6/10) drink Bourn vita with milk. The rest have Boost,Complan,with sugar or plain milk.

50% of kids (5/10) prefer eating cakes & pastries in breakfast. The rest like egg puffs, sandwiches , Kellogg`s chocos or fruit loops.

Short Break :

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.

20% kids carry sandwiches from home for the short break.

Lunch & Dinner :

50% of the kids ( 5/10) liked to eat home made food for lunch & dinner.

Q2. WHICH ARE YOUR TOP 5 CHOCOLATE BRANDS ?

0

0.5

1

1.5

2

2.5

3

3.5

Milkybar

Cadbury Diary Milk

Five Star

Kit kat

Bournville

REASONS (VERBATIM)

Milky bar : “ It has milk”; “In mouth it melts” Cadbury Dairy Milk : “It is sweet” ; “ Has lots of flavors ,

one has nuts also” “ Milk & chocolate”

During interview many kids made thumb gestures of adding milk clearly suggesting excellent positioning on part of Cadbury`s dairy milk !

Five Star :

“ 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” .

KIT KAT :

“ It is crispy” ; “I like the wafer” ; “I like the red color chocolates” (referring to the packaging).

Cadburys Bournville :

“ 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”

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.

Q3.WHICH ARE YOUR TOP 5 BISCUIT BRANDS ?

0

0.5

1

1.5

2

2.5

3

3.5

Hide & seek

Parle-g

Britannia 50-50

Sunfeast

Little Hearts

REASONS (VERBATIM) Hide & Seek :

“lots of chocolate & Chocó chips as well in my mouth”; Parle g :

“has milk Shakti” ;; “make from grains of wheat” Sun feast :

“ Gives more cream” ; Britannia 50-50:

“ tasty (sweet n crispy)” ; “enjoy with tea” ; “has salt in it” ; Little hearts:

“when we go in bus we can have” ; “has sugar in it”

Inference :

Kids enjoy the bursts of chocolate ( due to additional choco-chips) that they get while eating Hide & seek .

TOP 5 CREAM BISCUIT BRANDS

4

3

2

1

Top BrandParle Kreams

Treat

Sunfeast

Bourbon

REASONS(VERBATIM) Parle Kreams:

“ My father will bring” ; “my sister gives me new flavors” “ the shopkeeper will give”

Treat:

“ I like treat because they give a toy” ; Sun feast:

“it has got extra cream in it” Bourbon:

“me & my best friend both like”

Inference :

Kids are introduced to Parle Kreams through family members

& shopkeepers. This makes us question whether Parle is giving

incentives to shopkeepers & using aggressive distribution to push

Kreams.

Q4.WHICH ARE YOUR FAVORITE CHANNELS ? 20% kids( 2/10) like watching Tom & Jerry on Cartoon

Network .

20% kids ( 2/10) like watching Art Attack on Disney channel .

40% kids (4/10) like Mr. Bean on POGO.

1 kid liked watching Hannah Montana .

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 ).

Q5.YOUR FAVORITE CHARACTERS ON TV?

3

12

1

2 Fav. Characters

Mr.Bean

Mr.Magoo

Spongebob

Suite life of zac & cody

Chota bheem

MR. BEAN

•A child in man`s body•Slow witted ,selfish•Ingenious ,likable buffoon•Unusual connivances to everyday tasks•Silent ,physical comedy•Trademark tweed jacket & skinny tie.

MR. MAGOO

•Wealthy ,short statured •Retiree ,refuses to admit he has myopia•Subsequently people think he`s a lunatic•He gets into real sticky situations•Kids imitate his voice as its very nasal.•Mcbarker,the talking bull dog also has poor eyesight!!

SPONGEBOB SQUARE PANTS

•Has adventures with his friends in the underwaterSea city called bikini bottom•Extremely energetic, optimistic•Has a dim witted friend Patrick & jealous neighbor Squidward•Laws of physics are violated for comedic value•Distinguishing Hawaiian music liked by kids.

THE SUITE LIFE OF ZACK & CODY

Cody martin : •Calm, mature, smarter twin,•he gets straight A`s•Gets talked along into Zack`s SchemesZack Martin :•Unstudious,outgoing,immature twin•Dresses in skater clothes•Takes advantage of his teachers

London Tipton :•Dim-witted, spoilt ,richTeenager•Wears designer clothes,•Faces detention from schoolmost of the timesMaddie Fitzpatrick:•Candy counter girl, smart,•Hardworking & intelligent•Supporter of environmental causes•London`s closest friend who treats her like a servant

CHOTA BHEEM

•Brave, strong & intelligent •Rival Kalia has 2 sidekicks Dhollu & Bhollu,plots againstBheem but never succeeds•Children in dholapurlook upto him to solve problems• Good animation•New content in rural settings

KRISHNA , CHOTA BHEEM ARE THE NEW CARTOON IDOLS FOR CHILDREN !!

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.

According to TAM Media Research Pvt. Ltd, a television audience measurement firm, the show is ranked No. 2 for the week ended 7 November.

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.

Source : LIVE MINT.COM ( Nov 13,2009)http://www.livemint.com/2009/11/13221216/Krishna-Bheem-are-

the-new-car.html

INFERENCES: Kids have a soft corner for the underdog (Mr. Bean &

Mr.Magoo)

They have instant bond with funny characters.

They appreciate hard work & intelligence ( Cody & Maddie )

Boys aspire to be strong ( Chota Bheem )

They don`t mind a little selfish behavior ( Mr. bean )

Q6.WHAT SITES DO YOU VISIT ON INTERNET ?

70% kids (7/10) use Google for their project work.

40% kids (4/10) use Face book for networking with friends .

Enjoy games like Farmville & café world.

Q7.WHICH BOOKS DO YOU READ?

30%(3/10) kids enjoy readingTinkle .

20% (2/10) kids like champak.They are available in most schools.

Fortnightly Subscriptionmagazines

Q8.WHICH ARE YOUR FAVORITE MOVIES ?

HOLLYWOOD:

“ They go 2 new Places”

“At night he`llBecome ghost”

“ I like Animals”

“Funny movie”

“I like the singing”

INFERENCES FROM PARENTS

Many parents don’t like taking their kids to malls because they

think that kids will start demanding things that they can`t afford.

Parents encourage kids learning multiple talents like singing ,dancing, sports etc.

They buy them puzzles & games that encourage using mind. Some parents buy piggy banks for the kids & put one rupee

everyday in it so that they can buy gifts for their children from it later.

INFERENCES FROM TEACHERS ..

Short Break : “ They have juice & chips . If they biscuits mostly they can be found eating Oreo, Pure Magic or cream biscuits like Parle Kreams”

About the TG :

a. I think 10-11 yr old girls are crazy for Hannah Montana. I find Barbie stickers on their notebooks.

b. 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 .

c. Boys like to mix with entire class but girls are more into groups.

d. There is a clear difference in kids whose both parents are working & ones with one parent working. They can see whatever they want

on television !!

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”

TAKE AWAY FOR TREAT In breakfast ,kids have only milk Treat can be a healthy

breakfast supplement.

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.

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.

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.

Kids are introduced to Parle Kreams through family members

& shopkeepers. This makes us question whether Parle is giving

incentives to shopkeepers & using aggressive distribution to push

Kreams. A research should be conducted on the same along with

the area sales person from client.

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…….