Group 7_Section A

8/10/2019 Group 7_Section A

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Customer

Preferences on

Health-Food DrinkGROUP 7

PGP/17/148 K R R RAJENDRAN

PGP/17/149 K SIVARAM

PGP/17/154 DIPTI N

PGP/17/269 GANESH R

PGP/17/276 MARIYAM MOHAMM

PGP/17/281 NEETA VERMA


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INTRODUCTION

Branded health food drinks used as substitute for milk or consumed alowith milk

HFDs comprises of Proteins, fatty acids, essential vitamins & minerals

Types: white malted beverages (Horlicks, Complan) & brown drinks (bobournvita)

Company Market share

GlaxoSmithKline 70%

Cadbury 12%

Heinz 12%

Top 3 players

Health drink Market share

Horlicks 46.4%

Complan 13%

White malted beverage

Health drink Market share

Bournvita 16.2%

Boost 12%

Brown drinks

Market Share:


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Research Objective & Researchquestions

What are the factors influencing thepurchase decision of HFD?

What is the degree of importancegiven to each of the factors obtained?

What are the different feasible market

segments?

RESEARCHQUESTIONS

To understand the customer dynamics iIndian market by identifying variousfactors & its relative importance incustomers purchase decision of HFDs

RESEARCHOBJECTIVE


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Literature reviewChanging lifestyle, improving disposable income & growing health awareness responsible for growth (Y-O-Y) of health food & beverage market in India

Future scope for innovative products targeted towards specific segments (e.g. women and caid in preventing or delaying the onset of diseasessuch as cancer, diabetes and arthritis

Consumers actively seek information about the product and its brand via advertisements, procontents etc.

Various factors like emotional satisfaction, popularity of that brand, availability, and contents role in the selection of the product.

Seasonal offers, promotional coupons also drive the purchase of branded HFDs

Study also clearly says that health improvement i.e. nourishment factor, alternative for milk anare the main reason consumers shift to health food drinks

Ads in TV, Radio, Newspapers influence consumers purchase decision

Consumer forms a initial opinion about the brand based on Packaging, it communicates bra

combination of brand, logo, colors, font, package materials, pictorials, product descriptions


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Focus group discussion conducted with a group of 6 people from IIMK / Seconda

Survey:

Online Survey Link: https://qtrial2014.az1.qualtrics.com/SE/?SID=SV_57T4WMf5TyFWKYR

Sampling and data collection

Tool Used Mode Sample ResponsesConjoint Analysis Rating Sheet Focus Hypermarket POS customer 20

Choice BasedConjoint Analysis

ComparisonSheet

IIMK Students 20

Cluster andFactor Analysis

Online Survey Facebook Friends 63

Attributes Category

Brand Horlicks, Complan, Boost and Bournvita

Price Rs 180, Rs 200, Rs 210

Flavor Regular Malt, Chocolate, Kesar Badam and Caramel

Health 3*Stamina, High Nutrition, and High Proteins

Offer 10% off, 20% off, Free tennis balls
https://qtrial2014.az1.qualtrics.com/SE/?SID=SV_57T4WMf5TyFWKYRhttps://qtrial2014.az1.qualtrics.com/SE/?SID=SV_57T4WMf5TyFWKYR


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Factor Analysis

Component Attribute Factor

1

Endorsement

Branding

Advertisement

Flavor

Brand

Packaging

2

Price

Promo and VisibilityPOS VisibilityPromo Offers

3Taste

Utility

Health

KMO Measure of Sample Adequacy: 0.651Total Variance Explained: 71.954%Number of components: 3

Inferences:Taste and Health are consCelebrity endorsement, BrPackaging brings Brand Rec


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Cluster Analysis

ClusterSegment

Chara

1High End

Customer Not Influenc

2Occasional HFD

consumers

Do not e

attr

3

Regular HFD

Consumers

Expect hig

Number of customers: 63

Variables Used:TasteHealthBrandPromo Offers

Ana

HieraGet N

K-MeClust

One


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Conjoint Analysis

Product Brand Price Flavor Health Offer

Market

Share

A Horlicks 200 Malt

High

Nutrition Rs 20 Off 7.313%

B Complan 210 Malt High Proteins 10% Extra 2.826%

C Boost 200 Chocolate 3*Stamina

Free Tennis

Ball 30.394%

D Bournvita 210 Chocolate 3*Stamina

Free Tennis

Ball 14.553%

E Horlicks 210 Chocolate

High


F Horlicks 200 Kesar Badam

High


G Complan 200 Chocolate High Proteins 10% Extra 13.397%

H Complan 210 Kesar Badam High Proteins 10% Extra 3.411%


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Conjoint Analysis

Brand Market Share

Horlicks 46.4%

Boost 12%

Complan 13%

Bournvita 16.2%

Attribute

Percentage Utility

Taste 40.35%

Brand 31.54%

Offer 13.45%

Price 11.67%

Health 2.98%

Total 100%

Attribute Percent Utility

Taste 34.13%

Health 27.61%

Price 16.13%

Brand 11.35%

Offer 10.78%

Total 100.00%

Brand Market ShareVariants

Horlicks 35.42%3

Boost 30.39%1

Complan 19.63%3

Bournvita 14.55%1

Conjoint Analysis Result Consumer Opinion (Questionnaire)

Actual Market Share


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Limitations & Future Scope

Super-Premium brands like Pediasure was not included as theproduct is positioned mainly to high-end customer

Premium brands like Pediasure and Niche Brand like ProtienX can badded in the analysis

Study consumer preferences of Sub-brands (Womens Horlicks,Pediasure Mamas Best)

Study consumer preferences on variants like Choco-Nut andChoco-Eclairs

Study in-depth on effect of Promo offers in customers decision


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Thank You

References:

http://www.thehindubusinessline.com/features/weekend-life/prepares-to-win/article4696184.ece

http://articles.economictimes.indiatimes.com/2013-10-30/news/43528911_1_horlicks-nutribar-biscuits

http://timesofindia.indiatimes.com/business/india-business/ImHeinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-south-India/articleshow/30520550.cms

http://energydrinks.factexpert.com/901-energy-drink-packag

http://www.irjcjournals.org/ijmssr/nov2012/8.pdf
http://www.thehindubusinessline.com/features/weekend-life/bournvita-prepares-to-win/article4696184.ecehttp://www.thehindubusinessline.com/features/weekend-life/bournvita-prepares-to-win/article4696184.ecehttp://www.thehindubusinessline.com/features/weekend-life/bournvita-prepares-to-win/article4696184.ecehttp://articles.economictimes.indiatimes.com/2013-10-30/news/43528911_1_horlicks-nutribar-biscuitshttp://articles.economictimes.indiatimes.com/2013-10-30/news/43528911_1_horlicks-nutribar-biscuitshttp://articles.economictimes.indiatimes.com/2013-10-30/news/43528911_1_horlicks-nutribar-biscuitshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://energydrinks.factexpert.com/901-energy-drink-packaging.phphttp://www.irjcjournals.org/ijmssr/nov2012/8.pdfhttp://www.irjcjournals.org/ijmssr/nov2012/8.pdfhttp://energydrinks.factexpert.com/901-energy-drink-packaging.phphttp://energydrinks.factexpert.com/901-energy-drink-packaging.phphttp://energydrinks.factexpert.com/901-energy-drink-packaging.phphttp://energydrinks.factexpert.com/901-energy-drink-packaging.phphttp://energydrinks.factexpert.com/901-energy-drink-packaging.phphttp://energydrinks.factexpert.com/901-energy-drink-packaging.phphttp://energydrinks.factexpert.com/901-energy-drink-packaging.phphttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://articles.economictimes.indiatimes.com/2013-10-30/news/43528911_1_horlicks-nutribar-biscuitshttp://articles.economictimes.indiatimes.com/2013-10-30/news/43528911_1_horlicks-nutribar-biscuitshttp://articles.economictimes.indiatimes.com/2013-10-30/news/43528911_1_horlicks-nutribar-biscuitshttp://articles.economictimes.indiatimes.com/2013-10-30/news/43528911_1_horlicks-nutribar-biscuitshttp://articles.economictimes.indiatimes.com/2013-10-30/news/43528911_1_horlicks-nutribar-biscuitshttp://articles.economictimes.indiatimes.com/2013-10-30/news/43528911_1_horlicks-nutribar-biscuitshttp://articles.economictimes.indiatimes.com/2013-10-30/news/43528911_1_horlicks-nutribar-biscuitshttp://articles.economictimes.indiatimes.com/2013-10-30/news/43528911_1_horlicks-nutribar-biscuitshttp://articles.economictimes.indiatimes.com/2013-10-30/news/43528911_1_horlicks-nutribar-biscuitshttp://www.thehindubusinessline.com/features/weekend-life/bournvita-prepares-to-win/article4696184.ecehttp://www.thehindubusinessline.com/features/weekend-life/bournvita-prepares-to-win/article4696184.ecehttp://www.thehindubusinessline.com/features/weekend-life/bournvita-prepares-to-win/article4696184.ecehttp://www.thehindubusinessline.com/features/weekend-life/bournvita-prepares-to-win/article4696184.ecehttp://www.thehindubusinessline.com/features/weekend-life/bournvita-prepares-to-win/article4696184.ecehttp://www.thehindubusinessline.com/features/weekend-life/bournvita-prepares-to-win/article4696184.ecehttp://www.thehindubusinessline.com/features/weekend-life/bournvita-prepares-to-win/article4696184.ecehttp://www.thehindubusinessline.com/features/weekend-life/bournvita-prepares-to-win/article4696184.ecehttp://www.thehindubusinessline.com/features/weekend-life/bournvita-prepares-to-win/article4696184.ecehttp://www.thehindubusinessline.com/features/weekend-life/bournvita-prepares-to-win/article4696184.ece

Documents

Group 7_Section A