maggie 4p's

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marketing project on 4P's of Maggi Tomato Ketchup - May 10th, 2009

EXECUTIVE SUMMARY

In 1991 we opened our country to foreign brands. As per this liberalizationpolicy many a foreign players ventured into our country finding it a lucrative

large mass market. Indias market potential lures foreign companies.

Many international companies that ventured in after 1991 are tallying their

profits and losses and wondering what the future holds for this market of 950

million people.

But India is a diverse country where different states have different

consumption patterns and customs. Thus competition has become the key

word in todays scenario.

Till 1970s and 80s Maggie and Kissan were the major ketchup brands but

after liberalization Heinz entered Indian market which offered tough

competition. These major giants are also facing competition from many local

players like Tops, Cremica and other local brands.

Through this project we have studied 4 Ps of marketing mix which includes

PRODUCT, PRICE, PLACE and PROMOTION for Maggi Tomato Ketchup.

Product highlights various attributes of the product. Price helps us in

analyzing whether it is competitively priced or not. Promotions showcases

which mode of promotion is most effective and how do consumers respond tovarious celebrity endorsements. Place focuses on efficiency of distribution

network of Maggi Tomato Ketchup.

We have also drawn out some inferences by applying various statistical tools

like SIGN TEST.

Towards the end we have suggested some recommendations as a group on

how can we improve the marketing mix of the product.


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Nestl, which world knows as cautious and conservatory company is a Swiss

originated 140 years old Multinational. The man at the helm is Swiss national

Carlo Donati, an all inspiration and image of the company. His philosophy is

bottom line dictating top line based on delegation and decentralization. It

resulted from a merger in 1905 between the Anglo-Swiss Milk Company for

milk products established in 1866 by the Page Brothers in Cham, Switzerland

and the Farine Lacte Henri Nestl Company set up in 1867 by Henri Nestl

to provide an infant food product.

The first Nestl factory to begin production in the United States was openedin Fulton, Oswego County, New York.

Nestl India Ltd. (NIL), the Indian subsidiary of the global FMCG major, Nestl

SA, introduced the Maggi brand in India in 1982, with its launch of Maggi 2

Minute Noodles, an instant noodles product. Nestl Indias business objective

and that of its management and employees is to manufacture and market the

Companys products in such a way as to create value that can be sustained

over the long term for consumers, shareholders, employees, business

partners and the national economy.

The product mix of Nestle India consists of milk products and baby products

(42.5%), beverages (29.3 %), processed foods (14.4 %), chocolate and

confectionary (13.8 %). Nestle India plans to expand business into similar and

diversified product categories. The management wants to leverage all the

hard work done to establish a particular brand by extending the brand in

some other areas, where it sees an opportunity to make further money. In

other words to derive the maximum benefit from having established the

brand Nestle did exactly, what it wanted with one of their brands- Maggi.

Objective of the study

In this project, our main focus was to analyze Tomato Ketchup taking into

consideration the 4 Ps of the marketing mix.


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To analyze various product attributes of Ketchups & Sauces and its

management in the current scenario.

To study the entire distribution mix of the product line.

To critically comment on the pricing strategy adopted by the company.

Lastly our study will also focus on the various promotional aspect of the

brand in lieu of ketchup and also promotional mix of the product line.

All these objective were to analyze the performance of a particular product

line of a brand followed by the suggestions which we as a group have given

in order to improve their performance in the future and also learned various

useful aspects which they have devised and implemented that has bettered

their performance.

Scope of the Study

The brand value of Nestle is $9.11bn which is approximately 5% of the

enterprise value as in August 2008(Source: The daily newspaper journal The

Mint dated 17 September, 2008). According to this report, Nestle is reported

to be among top 100 brands globally positioned at 77th place with a brand

rating of AAA. Last year, it was positioned at 87th spot.

The ketchup market in India is estimated to be around Rs 220 crore, largely

dominated by Nestls Maggi that owns 47% of the market and the Kissan

that owns 26%. Globally, it's only a blip- but India consumes about 13,800

tons of ketchup a year.

The Company launched a new variant of Maggi Tomato Ketchup called

Pichkoo.

A higher-than-expected increase in raw material prices is posing a bigger

threat for the company as of now but past have proved that their innovative

market strategies has contributed a lot to their overall growth.

Through our study we have determined the positive and negative product

attributes and thus determined the expectations of the product. This

information can be used by the company for further product modification. Wealso determined the acceptability and adaptability towards introduction of

new variants.


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MAGGI

Maggi is an over 100-year-old Nestl brand of instant soups, stocks,

bouillons, ketchups, sauces, seasonings and instant noodles. The original

company came into existence in 1872 in Switzerland, when Julius Maggi took

over his father's mill. It quickly became a pioneer of industrial foodproduction, aiming at the improvement of the nutrition of worker families.

Over time the scope of MAGGI has been extended from a predominantly

dehydrated cooking aid brand towards a general savory food brand including

many types of ready meals and also frozen food. This is in line with the fact

that people all over the world are cooking less and less from scratch.

There is a wide range of MAGGI products marketed worldwide in several

countries. These include dehydrated bouillon, granulated seasoning, soups,

recipe mixes, snacks, frozen foods, etc.

In 1863 Julius Maggi developed a formula for bring added taste to meals,which later became lead to the beginning of Maggi and convenience food

products.

MAGGI, known worldwide for innovation and quality worldwide, understands

that consumers are usually under great pressure in terms of time, budget,

cooking skills etc and therefore tries to establish a bond through giving ideas

and advice that make providing food easier. This results in the food provider

being appreciated by family and friends.

Maggi as a brand is globally known in the product category of bouillon or

soup cubes. Nestle decided to introduce Maggi brand in India in the sameproduct category. This soup was initially test marketed in 1974 in Kerala. The

response was not encouraging. Having then realized that the dietary habits of

Keralites are not conductive to the idea of drinking soup, test marketing of

the brand extended to Goa with the idea that Goan food habits have some

similarity with western habits. Fortunately for the company, the test turned

out to be positive and Maggi became an accepted brand in India.

Maggi has faced lot of hurdles in its journey in India. The basic problem the

brand faced is the Indian Psyche. Indian Palate is not too adventurous in

terms of trying new tastes. That may be the reason why we are still stuck

with Idli and Sambhar.

So a new product with a new taste that too from a different culture will have

difficulty in appealing to Indian market.

As of now, Maggi is the brand for 2-minute noodles, Chinese noodles,

ketchups and sauces for Nestle. As per the latest available data, sales of

Maggi 2-minute noodle in India are highest among all other Nestle products


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worldwide. Analysts say Nestle, which faced one of the most challenging

years in the FMCG industry in 2003, has realised that unless it continuously

innovates in an endeavour to provide value-for-money to consumers, the

company's bottomline may be impacted in the long run.

TOMATO KETCHUP

The ketchup market in India is estimated to be around Rs 220 crore, largely

dominated by Nestls Maggi that owns 47% of the market and the Kissan

that owns 26%.

Upto mid eighties Kissan was the number one brand in Tomato Ketchup and

around that time the competition came from Maggi -- a Nestls brand. With

Maggi launching several varieties of Tomato Ketchup there was a growth inthe market. With Kissan and Maggie fighting neck to neck other smaller but

established brands like Dipy's from Herbertsons, Volfruit from Voltas, Noga of

Nagpur Orange Federation and SunSip of Wimco gradually disappeared from

the market. Delmonte now has joined hands with Paoma Industries, the

manufacturers of Rasna Brands of soft drink concentrate and is expected to

launch Tomato Ketchup shortly. The biggest global player in Tomato Ketchup

Heinz is still waiting and watching. It was expected that they will launch

Tomato Ketchup in Indian market soon. Some of the unknown local brands of

course still existing only on price competition.

The price competition has also kept some of the other categories of foodproducts still alive.

At a time when Kissan had become generic to tomato sauce, Maggi came in

with its sauces range. Maggi was the upstad newcorner who came in with a

loud aggressive national burst. It did not come in with one, but with a range

of sauces in order to increase market share and expand the market by

offering more usage occasions, bring consumers with different needs into the

Maggi Sauces fold and weaning away users of different brands to Maggi.

From a market share of 14% in 1985, Maggi Sauces now enjoys a share of

about 50% of the market.

MAGGI TOMATO KETCHUP

Maggi Tomato Ketchup is primarily a taste enhancer, giving the food

provider taste, aroma and also contains iodised salt.


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Nestle was seriously working on brand extension to leverage brand success

in some potential product categories. The company finally decided to enter

ketchup market with the brand Maggi. Finally in 1985 when Maggi noodles

had reached 4000 tonnes business, they ensured the establishment of the

brand Maggi and launched their Maggi ketchup. Market leader Kissan was

selling its ketchup in 500 gm. Nestle decided upon 400 gm bottle to give theconsumer a price- point advantage. The main launched its product all over

India. The main focusing aspect of their advertisement was what ketchup

does to your food- tasty and more palatable. It was a very clever move, which

paved way for subsequent variants such as

1. Tomato Chilli

2. Masala Chilli

3. Chilli Garlic

PRODUCT LINE

Tomato Ketchup

Hot & Sweet

Tomato Ketchup (With onion & garlic)

Teekha Masala

Tomato Chatpat

Tomato Pudina

MARKETING MIX

Marketing decisions generally fall into the following four controllablecategories:

Product

Price

Place (distribution)


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Promotion

The term "marketing mix" became popularized after Neil H. Borden

published his 1964 article, The Concept of the Marketing Mix. Borden began

using the term in his teaching in the late 1940's after James Culliton had

described the marketing manager as a "mixer of ingredients". Theingredients in Borden's marketing mix included product planning, pricing,

branding, distribution channels, personal selling, advertising, promotions,

packaging, display, servicing, physical handling, and fact finding and

analysis. E. Jerome McCarthy later grouped these ingredients into the four

categories. These are the 4 Ps of Marketing Mix.

These four P's are the parameters that the marketing manager can control,

subject to the internal and external constraints of the marketing

environment. The goal is to make decisions that center the four P's on the

customers in the target market in order to create perceived value and

generate a positive response.

4 Ps of MARKETING MIX

Marketing decision variables are those variables under the firm's control that

can affect the level of demand for the firm's products. They are distinguished

from environmental and competitive action variables that are not totally and

directly under the firm's control. It is a great way to help us focus on the

elements of a good marketing plan that we can't control but must be awareof and anticipate such as:

- new competitors,

- new legislation,

- change in consumer confidence,

- change in consumer tastes; and

The four marketing decision variables are:

Price variables

Allowances and deals

Distribution and retailer mark-ups

Discount structure


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Product variables

Quality

Models and sizes

Packaging

Brands

Service

Promotion variables

Advertising

Sales promotion

Personal selling

Publicity

Place variables

Channels of distribution

Outlet location

Sales territories

Warehousing system

The 4 Ps of marketing classify the controllable elements of your marketing

plan. Product, place [distribution] and promotion are all expenses; price

brings in revenue.

MAGGI KISSAN

PRODUCT

Available in different variants: Maggi Ketchup Maggi Hot & Sweet Sauce,

Maggi Masala Chilli Sauce, Maggi Chilli Garlic Sauce, Maggi Tamarind Sauce,

Maggi Tomato Sauce (Without onion & garlic), Maggi Tomato Ketchup (With

onion & garlic), tomato chatpat, Teekha masala, Tomato pudina.

The product is bright red in color.

The thickness is less as compared to Kissan.


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PRODUCT

It is available in different variants: Kissan Ketchup and Kissan Sauce (no

onion no garlic), Kissan Tomchi.

The colour is dark red.

The thickness is more as compared to Maggi Ketchup.

PROMOTION

They promote their product very effectively through television,

They have applied the strategy of brand extension.

They also sponsor various cookery shows to promote alternate usage of

products.

They also use strategy of free product samples to promote it.

Celebrity endorsements. Eg. Javed Jafferi PROMOTION

Less promoted as compared to maggi.

No particular celebrity endorsement.

The utter confusion regarding the long-term strategy for Kissan brand was

visible through the experiments that were conducted on this brand by Hll.

But with a brand which had a tremendous equity during the late nineties

and early 2000, HUL had weird plans. One of the major casualties of MSBanga's Power brand strategy was Kissan. During the early 2000, the brand

Kissan was rebranded as Kissan Annapurna. Kissan Annapurna was marketing

not jams and squashes by Atta, salt and other staple foods. Later Annapurna

and Kissan was splited into two separate brands , one concentrating on staple

foods and other on processed foods. This migration strategy proved to be

very costly for both Kissan and Annapurna brand.

Kissan was synonymous with Jams and Squashes during its initial years.

Kissan Ketchup was a market leader in ketchup segment but these

experiments and myopic strategies pushed the brand behind the focused and

aggressive Maggi.

So all through the period 2001-2005, Kissan was in a sticky wicket. But now

according to reports, the brand mandarins of HUL is now clear about Kissan

as a brand for processed food like Jams , ketchups and like.


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That change is visible in the recent campaign of Kissan which takes a unique

view of Ketchup. Taking the tagline " Aao banaye pakode behtar" translated

to " Making Pakode taste better". In these series of ads, the brand plays a

second fiddle to the main snack. The brand takes the positioning of a "Great

Accompaniment "

PLACE

The distribution network is well spread as it is easily available in all kirana

stores, retail store etc.

PLACE

The distribution network is well spread as it is easily available in all kirana

stores, retail store etc.

PRICE

Its Maggi Rich Tomatoes is priced at Rs 90 (1 kg bottle with 20% free offer)

and Rs 26 (200 gm bottle). PRICE

Its Kissan Ketchup and Kissan Sauce (no onion no garlic) are priced at Rs

91 (1 kg bottle), Rs 49 (500 gm bottle) and Rs 60 (600 gm squeezy pack),

while Kissan Tomchi is priced at Rs 53 (500 gm).

PRODUCT LEVELS: CUSTOMER VALUE HIERARCHY

There are five segments in customer value hierarchy that is:

1. Core benefit

2. Basic product benefit

3. Expected product benefit

4. Augmented product benefit

5. Potential product benefit.


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Now if we classify these heads according to our Brand Maggi

The Core benefit which Maggie provides is its instant recipe and a tag line

which assures that it is FAST TO COOK & GOOD TO EAT.

The Basic product benefit which our product provides to our target market

is a good taste with proper nutrition levels and good health, as one of its

punch line says Taste Bhi Health Bhi.

The Expected product benefit which Maggi provides is a proper and a good

package which is vacuum zed which ensures customers a good quality, fully

packed seasoning tastemaker & affordable prices.

In most of the underdeveloped and developing countries like India

competition takes place in the expected product benefit as Augmented

product benefit stage is still to come.

PRODUCT DIFFERENTIATION

Product differentiation strategy means how a particular product is different

from others on the basis of:

1. Form

2. Features

3. Performance quality

4. Convenience

5. Durability

6. Reliability

7. Style

According to our product, the form shape, size, physical structure of Maggi is

very attractive as it is easy to carry, comes in various packs and sizes

according to customers convenience. For example Maggi Pichkoo ketchup

packs which is a smaller quantity consumption variant.

The various features of Maggi Tomato Ketchup are first of all its perfect taste

according to the Indian touch & spices, its pocketabililty factor, packaging,


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easily transformation of recipe according to the different tastes of consumers,

an ideal preparation recipe at the back of its pack & above all its competitive

prices.

As according to our survey report we found out the performance level of

Maggi Tomato Ketchup was excellent there were various other brands offeredto our target market, but Maggi prevailed as the winner out of them because

of its various factors (taste, less consumption of time in preparation, prices,

pack etc.)

Quality is the main factor on which Maggi Tomato Ketchup emphasizes as it

is Maggis main strength which provides Maggi an edge over its competitors.

As all the products of Maggi are produced identical which fulfills its promise

to its target market.

Maggi products are durable as due to its preparation these products are easyto store, have a long shelf life and can be stored at any given temperatures

which is tested and approved.

Reliability is also one of Maggis strength, as one can always rely on a

Maggie product for a particular taste which it guaranties that is no matter

which pack you are buying you would be provided with the same taste,

aroma & seasoning.

It is an Indian customers psyche that whatever looks good and feels good

would be of good quality so Maggi packs had been designed keeping in mind

the same concept, its promotional schemes, color of the packages and thepictures depicted on the pack appeals to the customers.

Maggi leveraged the brand equity very effectively. The product quality was

good and the communication was excellent. The brand was positioned as a

"Different" sauce with the baseline "Its different".

Brand Image: Young - Teenager, Ever changing, humorous, unpredictable

and "whacky"

Customers were intrigued as to what is different about the brand and was

curious to try the sauce. The ads featuring Javed and Pankaj kapoor was

superb and funny. It was created by JWT. The new campaigns are handled by

Publicis and the baseline has been changed to "Enjoy the Difference".


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In this case even though the new baseline "Enjoy the Difference" was not

very different from the old one.

We strongly feel that the brand managers should take the ownership of the

brand and the way it is communicated. If it is left to agency alone, every time

the agency changes, the communication changes.

These additions made a point of difference against competitors Tomato

Ketchup. Their main positioning message is Enjoy the difference. With the

successful extension of brand and right positioning, Nestle emerged as

market leader in ketchup segment by 1999.

The Consumer Magazine has published its in-house laboratory test findings

on 15 brands of tomato sauce and ketchup from across the country and 2

unbranded samples from Ahmedabad.

Overall, Maggi Ketchup (79) scored the highest among the national brands

followed by Kissan Sauce (78) and Heinz Ketchup (78).

INNOVATION PROCESS ADOPTED BY MAGGI TO COMPETE THE PRICE

WAR..

the innovation process of maggi.

OUTCOME CONSTRAINTS

Ingredients Cost

Formulations Manufacturer conservatism

Processes Quality

Additives Safety

Packaging Consumer expectations

Marketing Consumer conservatism

Distribution Sociological, Political

Patent Legal

MEANS Innovation DRIVING FORCES


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Recruiting Strategy

Training Quality

R&D Know-how

Technology watch SOURCES Profit

Technology transfer Market environment

Information Know-how Fashions, trends

Knowledge

Creativity

Competition

Academic

Inventors

Suppliers

RESEARCH METHODOLOGY

The present study constitutes the comparison of the 4 Ps of the Maggi of

Nestle India Ltd. and Kissan of Hindustan Unilever Ltd.

This will be done from the secondary data collected from the websites and

the food consultants.

We have established some hypothesis and some inferences on the basis of

the primary data collected.

The steps involved in the research are:

1. SURVEY METHODS

Customer survey for primary data:


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We asked the customers to rank the various attributes on a scale of very

important, important and not very important. To find-out the brand

perception of various brands, paired comparison between them is used.

2. QUESTIONNAIRE DESIGN

In designing the questionnaire we paid particular attention to the content

and wording of the questions. There were some questions which could be

easily framed. The questionnaire was meticulously prepared by identifying

the various variables i.e product, price, place, promotion. The same scale ofyes/no and very important, moderately important and least important was

used to make the respondents comfortable.

SAMPLE COPY OF THE QUESTONNAIRE

OBJECTIVE:- To study the brand preference of Maggi Tomato Ketchup.

1. Name:

..

2. Occupation: .

3. Family Monthly Income:


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Below 25000 25000-50000 50000-1 Lac 1 Lac and above

4. Location:

.

5. Age:

15-25 25-35 35-45 45 and above

6. Family type:

Joint Nuclear

7. Do you consume tomato ketchup?

Yes No

8. Which brand you prefer the most?

Maggi

Kissan

Heinz

Smith & Jones

Tops

Cremica

Other .....

9. Have you ever used Maggi Tomato Ketchup?

Yes No

10. If no , it is because :

Lack of awareness

Lack of availability

You find it expensive

You dont like the product

Others .

11. You came to know about Maggi Tomato Ketchup from :

Newspaper advertisements


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Radio

T.V. advertisements

Word of mouth

Point of sale

Other source..

12. Do you remember any of the T.V. advertisements of Maggi Tomato

Ketchup?

Yes No

13. Does celebrity endorsement prompt you to purchase Maggi Tomato

Ketchup?

Yes No

14. Have you tried new variants of Maggi Tomato Ketchup after viewing the

advertisements?

Yes No

15. What is the level of discounts /offers available with Maggi Tomato

Ketchup?

High Medium Low

16. Which of the offers available influence you the most to purchase Maggi

Tomato Ketchup?

Discounts offer

Buy one get one

Combo packs

Other

17. Is Maggi Tomato Ketchup easily available to you?

Yes No


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18. From where do you usually purchase Maggi Tomato Ketchup?

Nearby store

Retail store

Whole seller

19. Which flavor of Maggi Sauces you like the most?

Tomato Ketchup

Hot & Sweet

Tomato Ketchup (With onion & garlic)

Teekha Masala

Tomato Chatpat

Tomato Pudina

20. What is the size of Tomato Ketchup you usually purchase?

Pichkoo Pack

200 g

600 g

1kg

21. How frequently you purchase Maggi Tomato Ketchup?

Every week

Every forth night

Every month

Occasionally

22. Tick the level of importance according to your preference:

Attribute Very important Moderately important Least important

Taste


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Color

Thickness

23. Any further suggestions: ..

..

.

3. SAMPLING DESIGN

The sampling frame is defined in terms of who the respondents are can

answer the questions that need to be addressed. First we defined our target

population as the people who are involved in the purchase of house hold

items. Then we used random sampling in conducting the survey.

Our sample mainly had females from different age groups.

4. LOCATION FOR THE SURVEY


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Our survey is limited to the Delhi NCR region. Responses were collected form

Noida, Greater Noida, South Delhi, Faridabad.

5. SAMPLE SIZE

While planning the survey we estimated the sample size of 150 respondents.

We have surveyed 130 people who lie within our target population. The

survey consists of more number of females (more than 60% of the total

sample size). Most of the respondents are from the middle and upper middle

class.

6. DATA COLLECTION AND ANALYSIS

The data collected via survey was entered into the excel sheet. The results

were tabulated and analyzed. According to the analysis relevant inferences

has been made related to each question.

Based on the question no. 22 of the questionnaire, a hypothesis was

analyzed. The hypothesis is that the color and the thickness of tomato

ketchup are equally important to the respondents of the survey conducted.

Using sign test this null hypothesis has been rejected and the alternate

hypothesis has been accepted.


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DATA ANALYSIS

1. SOURCE OF INFORMATION ABOUT MAGGI TOMATO KETCHUP

SOURCE NO. OF RESPONDENTS

NEWS PAPER 14

RADIO 3

T.V. AD 97

WORD OF MOUTH 23

POS 15

OTHER 5

INFERENCE:

This graph reveals that T.V. Advertisements are the major source of

information regarding Maggi Tomato Ketchup and so we can also infer that

they have been successful in their promotion strategies involving electronic

media.


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2. REMEMBER ANY TV AD

RESPONSE NO. OF RESPONDENTS

YES 113

NO 16

INFERENCE:

This graph facilitates us in realising that majority of the people are aware of

the brand Maggi as they remember TV ads so it can be inferred that Maggis

promotional team has far been successful in positioning its Tomato Ketchup

in the mind of the people.

3. CELEBRITY ENDORSEMENT PROMOTE BUYING


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RESPONSE NO. OF RESPONDENTS

YES 39

NO 89

INFERENCE:

This graph infers that Celebrity Endorsements does not influence the buying

decision of majority consumers. It also infers that reference group does not

make any impact on consumer mind when we talk about Maggi Tomato

Ketchup.


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4. LEVEL OF DISCOUNT OFFER

HIGH MEDIUM LOW UNAWARE

2 64 57 5

INFERENCE:

This pie-chart reveals that Maggi Tomato Ketchup is positioned in the mind

of the consumer and also its various discount offers to major extent.


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5. MAGGI TOMATO KETCHUP IS PURCHASED FROM

PLACE NO. OF RESPONDENTS

NEAR BY STORE 78

RETAIL STORE 51

OTHER 7

INFERENCE:

This graph highlights the impact of organized retail on unorganized sector,

unorganized still being the dominant, as around 38% of consumer make

purchases of Tomato Ketchup from retail store.


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6. SIZE OF TOMATO KETCHUP USUALLY PURCHASED

SIZE NO OF RESPONDENTS

PICHKOO 6

200g 39

600g 28

1Kg 59

INFERENCE:


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This graph figures out that the larger sized bottle of Maggi Tomato Ketchup

is largely demanded even in the presence of smaller sized bottles and even

the new Pichkoo.

7. FREQUECY OF BUYING MAGGI TOMATO KETCHUP

TIME NO. OF RESPONDENTS

EVERY WEEK 11

EVRY FORTNIGHT 7

EVERY MONTH 63

OCCASIONALLY 44


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INFERENCE:

This graph depicts that the frequency of buying every month of Maggi

Tomato Ketchup is maximum.

8. MOST LIKED FLAVOUR

FLAVOURS NO OF RESPONDENTS

Tomato Ketchup 67

Hot & Sweet 46

Tomato Ketchup (With onion & garlic) 9

THEEKHA MASALA 5

Tomato Chatpat 10

Tomato Pudina 7


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INFERENCE:

This graph shows that the original flavour of Maggi Tomato Ketchup is still

the leader in terms of popularity and Hot & Sweet is slowly catching up with

it. Its new variants and flavour have also been noticed and have started

making in-roads for themselves.

9. CHOICE OF OFFERS

OFFERS NO. OF RESPONDENTS

DISCOUNTS 32

BOGO 47

COMBO 32

OTHERS 12

UNAWARE 8


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INFERENCE:

This graph infers that Buy One Get One Free offer of Maggi TomatoKetchup is the first choice among the consumers. This shows that consumers

are price sensitive too and they prefer buying when there are offers running

around.

10. IMPORTANCE OF THE ATTRIBUTES

ATTRIBUTES VERY IMPORTANT MODERATELY IMP LEAST IMP

TASTE 124 4 0

SOLOCCCR 37 71 20

THICKNESS 67 53 8

COLOR 37 71 20


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INFERENCE:

This graph depicts our analysis of the importance of the various product

attributes like taste, color and thickness in the eye of people. We can very

well observe in the graph that Taste, undoubtedly, is the most important

attribute that people prefer more over any other while selecting a brand.

Moderate importance is given color attribute and thickness also derives its

importance somewhere between moderate to very.

HYPOTHESIS TESTING

OBJECTIVE: to find what is more important between color and thickness of

tomato ketchup among the respondents.

METHOD:

1. USING THE SIGN TEST FOR DATA ANLYSIS:

Table for sign test

S. NO. RESPONDENTS VIEW FOR COLOR RESPONDENTS VIEW FOR

THICKNESS SIGN

1 2 1 1

2 2 1 1

3 3 2 1

4 3 1 2

5 2 1 1

6 2 1 1

7 2 1 1

8 2 1 1


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9 1 3 -2

10 2 1 1

11 2 1 1

12 2 1 1

13 2 1 1

14 3 2 1

15 2 1 1

16 2 1 1

17 2 1 1

18 3 1 2

19 2 1 1

20 3 2 1

21 3 1 2

22 1 2 -1

23 1 2 -1

24 2 1 1

25 2 1 1

26 1 2 -1

27 3 1 2

28 1 2 -1

29 2 3 -1

30 3 1 2

31 2 1 1

32 2 1 1

33 2 1 1

34 2 1 1


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35 2 1 1

36 2 1 1

37 3 2 1

38 1 2 -1

39 2 1 1

40 2 3 -1

41 3 2 1

42 2 1 1

43 3 2 1

44 3 2 1

45 3 2 1

46 3 2 1

47 2 3 -1

48 2 3 -1

49 2 1 1

50 3 1 2

51 1 2 -1

52 2 1 1

53 3 2 1

54 3 1 2

2. NO OF POSITIVE SIGN= 43

NO OF NEGATIVE SIGN=11

TOTAL SAMPLE SIZE=54


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(In this sample size we have ignored the respondents who have given the

equal importance to

color and taste for tomato ketchup)

3. NULL HYPOTHESIS,H(0): P=0.5

(There is no difference between the importance level of color and thickness

for tomato ketchup)

4. ALTERNATE HYPOTHESIS,H(1): P


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, Standard Error= 0.068

6. Z (test) = 4.264

7. Significance level, = 0.05

Z (critical) = 1.96

INTERPRETING THE RESULTS:

Since the Z (test) is greater than Z(critical), we reject the null hypothesis

that the importance of color and taste for tomato ketchup is same.

Therefore, we accept the alternate hypothesis that is the importance of color

is less than thickness among the respondents for tomato ketchup.

The data collected from the survey clearly shows that taste is the most

important factor while purchasing the tomato ketchup.

The above analysis tells that thickness of tomato ketchup is the second most

important attribute for the respondents after taste. Maggi is the leader in theketchup industry and known for its better taste and varieties. Maggi should

work towards the thickness of its tomato ketchup.


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RECOMMENDATIONS

PRODUCT

The ketchup is thinner as compared to Kissan. According to our inference

thickness is one important criteria which affects buying behaviour. Hence

company should work on the thickness of the ketchup.

Company should work on taste also. According to the data collected people

prefer the taste of Kissan.

They should maintain quality of the product.

PLACE

Most of the people buy Maggi Ketchup from local kirana stores. But

organized sector is booming and according to our survey 38% people buy

Maggi Ketchup from Retail Stores. Hence they should increase the visibility of

the product in Retail Stores and hence effective distribution network.

PROMOTION

According to the data collected it is recorded that the level of discounts

offered is low. Hence company should try to provide more discounts on the

product. Buy One Get One Free is the most preferred promotional offer.

The frequency of TV advertisements has decreased. They should try to

come out with more innovative advertisement to catch the attention of the

customers.

They should promote there new product PICHKOO as people are less

aware of this new size. It could increase the market share tremendously as itis very convenient to carry.

PRICE


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It should be more competitively priced. Customers perceive it to be highly

priced.

LIMITATIONS

1. SAMPLING ERROR:

The sample of our survey is confined to the respondents from the middle

class and the upper middle class.

The sample size of 130 is not the true representative of our sampling frame

and result in skewed responses.

The locations under taken for the survey is also a constrain because the

result of the survey is limited to some regions and cannot be used for furtheranalysis and implementation.

2. RESPONSE ERRORS:

These errors arise when the respondents give inaccurate or incomplete

answers. A major problem is faced in the survey involved the comparative

ratings of various attributes for tomato ketchup. Many of the respondents


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were not very willing to mark

their income group.

3. CLOSED ENDED QUESTIONS:

All the questions in the questionnaire were closed-ended to avoid any

confusion from the respondents end. But a drawback of this approach is that

there was some biasness in capturing the responses of the respondents. The

reasons for such inaccuracy could be because of unfamiliarity, boredom,

faulty recall and the question format.

4. RECORDING ERROR:

This type of error arise dues to errors in hearing, interpreting, and recording

the answers given by the respondents. For example, a respondent indicates a

moderate response for the attributes of the tomato ketchup, but the

interviewer misinterprets that to a positive response.

5. DATA ANALYSIS ERROR:

These errors occur while raw data from questionnaire are transformed into

research findings. For example, if the outliers are not filtered from the data

during the statistical procedure, result in incorrect interpretation andfindings.

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