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CAMPAIGN EFFECTIVENESS OF
MURUGAPPA GROUP AND LION DATES
R.Jeya Sri
6/7/2016 2
www.themarketingbug.net
INTRODUCTION
Murugappa group and Lion dates are the renowned clients of Interface Communication, Chennai
Interface communication handles the 360 degree integrated marketing communication campaigns of Murugappa and Lion dates all over India. The campaign for Murugappa Group ended in 4th week of October 2014 and campaign for Lion dates is going on currently.
Finding the effectiveness of the campaigns and the additional inputs for the future campaigns were assigned to the researcher.
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PROBLEM STATEMENT
Murugappa group:
Murugappa Group owns a lot of well know brands like TI Cycles, Coromandel Fertilizers, Parry, CUMI etc. They wanted to strengthen their corporate brand ‘Murugappa’ which is the mother brand of the sub-brands.
This study aims at identifying the post-campaign awareness level and knowledge about Murugappa group among its target group in Chennai, Tuticorin and Virudhunagar.
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PROBLEM STATEMENT
Lion Dates:
Lion dates is a widely known company which is expanding its product line in nutritional food category. Since it’s the introductory stage for the new products, promoting them for consumers and retailers awareness becomes mandatory for facilitating the product movement in market.
This study aims at identifying the awareness level of the Lion’s product range, retailers opinion and the consumers opinion regarding health and nutrition in Chennai, Tuticorin and Virudhunagar.
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Consumers, Business Partners, Students and Professionals in Chennai , Tuticorin and Virudhunagar falling within SEC A1, A2 and age limit within 55 were considered.
SCOPE – Murugappa Group
Target group Tier I Tier II Tier III Total
Consumers 38 12 23 73
Business Partners 19 26 15 60
Students 15 21 17 53
Professionals 15 9 15 39
Total 87 68 70 225
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Consumers (Mothers – purchase decision makers) in Chennai, Tuticorin and Virudhunagar falling within SEC A1, A2, B1, B2 and age limit within 55 were considered.
Retailers in Chennai , Tuticorin and Virudhunagar were considered.
SCOPE – Lion Dates
Target group Tier I Tier II Tier III Total
Retailers 83 78 64 225
Consumers 62 58 62 182
Total 145 136 128 407
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RESEARCH METHODOLOGY
SAMPLING TYPE Convenience sampling within Area sampling
SAMPLING LOCATION
Chennai, Tuticorin, Virudhunagar
DATA COLLECTION METHODS
Direct Interview Casual Conversation
DATA ANALYSIS TOOLS
Chi-square test Weighted average Frequency analysis (Single and multiple responses) Correlation Mean Rank Kruskal Wallis Test Cluster Analysis Cross Tabulation
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DEMOGRAPHY
78%
22%
Male
Female
Gender split-up Tier wise split-up
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DEMOGRAPHY
0%
5%
10%
15%
20%
25%
30%
35%
Consumers Students Business
Partners
Professionals
32%
25% 25%
17%
Target Group split-up
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OBJECTIVES
1. To analyze post-ad corporate brand awareness of
Murugappa group and its companies among the stake
holders.
2. To analyze the effective Television Commercials reach
among the stake holders.
3. To analyze the stakeholders knowledge about
Murugappa Group.
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FINDINGS • 91% of the stakeholders are aware of Murugappa Group.
Among which 4% is TOM, 9% is Spontaneous and 78% is aided recall. (Freq. Analysis)
• City wise awareness of Murugappa Group (Freq. Analysis)
City Not Aware Aware
Chennai 3.1% 35.6%
Tuticorin 0.4% 29.8%
Virudhunagar 5.3% 25.8%
Total 8.8% 91.2%
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FINDINGS • TOM Awareness of brands under Murugappa (Freq. Analysis)
4%
0%
12%
6%
10%
2%
0%
10%
0% 20% 40% 60% 80% 100%
Chola / Cholamandalam
Chola MS
Coromandel
CUMI
Parry
Parry Agro
TI
TI Cycles
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FINDINGS • Spontaneous Awareness of brands under Murugappa
(Freq. Analysis)
5%
4%
12%
9%
25%
16%
10%
21%
0% 20% 40% 60% 80% 100%
Chola / Cholamandalam
Chola MS
Coromandel
CUMI
Parry
Parry Agro
TI
TI Cycles
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FINDINGS • Aided Awareness of brands under Murugappa (Freq. Analysis)
51%
20%
34%
15%
40%
23%
20%
57%
0% 20% 40% 60% 80% 100%
Chola / Cholamandalam
Chola MS
Coromandel
CUMI
Parry
Parry Agro
TI
TI Cycles
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FINDINGS • General source of awareness (Freq. Analysis)
• 60% of the stakeholders were able to recall the corporate logo of Murugappa Group. (Freq. Analysis)
• There is no relationship between the awareness of Murugappa group and the familiarity of their logo (Correlation)
26%
17%
28%
18%
3%
0% 5% 10% 15% 20% 25% 30%
Family
Workplace
Ads
Internet
News/Events
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FINDINGS • Awareness of brands under Murugappa varies with target group. (chi-square)
6/7/2016 20
Category Avg. no of sub-brands known
Consumers 4
Students 4
Business Partners 5
Professionals 3
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FINDINGS • Age and gender are found to be independent of the
awareness of Murugappa Group. (chi-square)
• Awareness about sub-brands of Murugappa varies with the age of the stakeholders. (chi-square)
Age Average no. of sub-brands known
Below 25 4
25 to 35 3
35 to 45 4
45 to 55 6
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FINDINGS • 44% of the respondents remember Murugappa advertisements. (Freq. Analysis)
10%
6%
14%
21%
9% 11%
0%
5%
10%
15%
20%
25%
Tier I Tier II Tier II
Ads
Song
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FINDINGS • Appx. 62% of the target group were aware of the name
Murugappa but they don’t know the exact business that they do.( Majority – Consumers, Students)
• Appx. 21% of the target group recalled Murugappa as a very old South Indian conglomerate that has its base in Chennai. (Majority – Consumers, Students)
• Appx. 14% of the target group know atleast 2 brands under Murugappa. (Majority – Busin. Part., Professionals)
• Appx. 3% of the target group know the entire business of Murugappa. (Majority – Business Partners) (Freq. Analysis)
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FINDINGS • Stakeholders associated Murugappa with
• Quality (60%) • Diversity (22%) • Trust (8%) • Pride (3%) • Expertise (7%) (Freq. Analysis)
Category Reliability Belongingness
Consumers 3.49 3.11
Students 3.63 3.33
Business partners 3.52 2.88
Professionals 3.49 3.10
6/7/2016 27
(Weighted Mean)
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FINDINGS • Consumers (Weighted Mean)
• Students (Weighted Mean)
Would like to do internship Would like take job offer from
Murugappa
3.33 3.91
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Would like to try Murugappa
products in future
Would recommend the
products of Murugappa
3.23 3.27
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FINDINGS • Business Partners (Weighted Mean)
• Professionals (Weighted Mean)
Murugappa constantly upgrades
technology and services
Would recommend dealership
of Murugappa
2.96 2.38
Being an employee of
Murugappa gives pride
Would like to take job offer
from Murugappa
2.87 2.82
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SUGGESTIONS MURUGAPPA GROUP
• The reach strategy for Murugappa advertisements should be replaced by frequency strategy until there is considerable awareness among the target group.
• Social media campaigns can be used for promotions.
• Presence of Corporate logo in sponsorships instead of
individual brand logos.
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DEMOGRAPHY - Retailers
Tier wise split-up
Category wise split-up
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DEMOGRAPHY - Consumers
A1 - 28%
A2 - 39%
B1 - 19%
B2 - 14%
5%
26%
60%
9%
0%
10%
20%
30%
40%
50%
60%
70%
Below25
25-35 35-45 45-55
SEC wise split-up Age wise split-up
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OBJECTIVES
4. To analyze the awareness of Lion’s range of products among the consumers and retailers.
5. To analyze the opinion of the consumers regarding
healthy lifestyle for advertisements input.
6. To analyze the opinion of the retailers regarding lion
products.
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FINDINGS Awareness – Retailers Chennai
Dates Jam Honey syrup Halwa
Dry
fruits
Fruit
squash Oats
TOM 89% 0% 5% 5% 0% 1% 0% 0%
SPONT 10% 31% 60% 77% 4% 0% 1% 14%
AIDED 5% 63% 35% 20% 31% 26% 23% 68%
Awareness – Retailers Tuticorin
Dates Jam Honey syrup Halwa
Dry
fruits
Fruit
squash Oats
TOM 97% 0% 0% 3% 0% 0% 0% 0%
SPONT 0% 9% 63% 85% 1% 0% 0% 3%
AIDED 4% 65% 29% 9% 41% 13% 9% 81%
6/7/2016 36
(Freq. Analysis)
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FINDINGS Awareness – Retailers Virudhunagar
Dates Jam Honey syrup Halwa
Dry
fruits
Fruit
squash Oats
TOM 95% 0% 3% 2% 0% 0% 0% 0%
SPONT 3% 20% 59% 81% 3% 5% 5% 16%
AIDED 0% 59% 36% 13% 31% 9% 8% 77%
6/7/2016 37
(Freq. Analysis)
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FINDINGS Consumers’ awareness regarding Lion products
99%
38%
75%
82%
10%
5%
3%
53%
70%
15%
30%
51%
1%
1%
1%
16%
Dates
Jam
Honey
Syrup
Dates halwa
Dry fruits
Fruit squash
Oats
Tried atleast once Awareness
6/7/2016 38
(Freq. Analysis)
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FINDINGS • Advertisement reach – consumers
Ad 2 Ad 1
6/7/2016 39
(Freq. Analysis)
City Syrup (Ad1) Dates (Ad2)
Chennai 68% 29%
Tutircorin 64% 31%
Virudhunagar 74% 31%
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FINDINGS • Brand recall
• Product recall
6/7/2016 40
(Freq. Analysis)
City Syrup Ad Dates Ad Chennai 93% 83% Tuticorin 86% 89%
Virudhunagar 93% 100%
City Syrup Ad Dates Ad Chennai 56% 100%
Tutircorin 63% 100% Virudhunagar 77% 100%
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FINDINGS • Element recalled
• Message recalled
6/7/2016 41
(Qualitative. Analysis)
Syrup Ad Dates Ad
• Kids • Milk + Syrup combo • Flexing biceps • Lion
• Police women • Lock • Air lock package • Flexing biceps • Lion
Syrup Ad Dates Ad
• Milk + Syrup gives strength
• Nutrition from seeds are also added in syrup
• Dates give strength for working women
• New air lock package preserves dates for a long time
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FINDINGS • Ingredients of Dates syrup (Syrup Ad2)
60%
27%
13%
0%
10%
20%
30%
40%
50%
60%
70%
Date fruit Dates & Seed Dates essence
6/7/2016 42
(Freq. Analysis)
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OBJECTIVE 5
(Reg. opinion of the consumers
regarding healthy lifestyle )
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FINDINGS • Opinion about being healthy among various age groups
(Mean Rank)
6/7/2016 44
Opinion\ Age Below 25 25-35 35-45 45-55 Overall
Having energy
and stamina 2 1 1 2 1
Being slim and fit 1 2 3 4 3
Lesser visits to
doctor 3 3 2 1 2
Mental peace and
happiness 4 4 5 3 4
Having longer life
time 5 5 4 5 5
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FINDINGS • 62% of the consumers recently changed their lifestyle
12%
25%
15%
9%
39%
0% 10% 20% 30% 40% 50%
Physical activity
Yoga
Low calorie food
Nutrition supplement
None
6/7/2016 45
(Freq. Analysis)
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FINDINGS
• Health concerns faced (Freq. Analysis)
6/7/2016 46
Health concerns
Age
Total Below 25 years
25-35 years
35-45 years
45-55 years
None 1.6% 6.6% 15.9% 3.8% 28.0%
Anemia 0.0% 4.9% 8.2% 1.1% 14.3%
Irregular Periods 1.1% 2.2% 4.4% 0.0% 7.7%
Hair Loss 1.6% 2.2% 7.7% 0.5% 12.1%
Skin Related 0.0% 7.1% 13.2% 1.1% 21.4%
Weight Related 0.5% 2.2% 8.2% 1.6% 12.6%
Diabetes 0.0% 0.5% 0.0% 0.5% 1.1%
Weak Bones 0.0% 0.0% 0.5% 0.5% 1.1%
Headache 0.0% 0.0% 1.1% 0.0% 1.1%
Vision Problem 0.0% 0.0% 0.5% 0.0% 0.5%
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FINDINGS
• Major concern over children’s health – Height / Weight
(46%) and Lack of nutrition (31%) (Freq. Analysis)
• Mothers ensure children’s nutritious intake by monitoring the frequency of their health issues.
(Freq. Analysis)
• 37% of consumers buy dates regularly among which 56%
belongs to age category 35 to 45 years. 31% consumers buy once in a while. (Freq. Analysis).
• 47% of consumers associated Lion brand with fresh and
good quality followed by trustworthy(23%). (Freq. Analysis)
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FINDINGS • Challenges in providing nutritious food to kids
56%
2%
5%
13%
24%
0% 10% 20% 30% 40% 50% 60%
Nutitious food is not tasty
Preference towards junk
food
Budget constrain
Time constrain
None
6/7/2016 48
(Freq. Analysis)
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FINDINGS • 85% of respondents consume dates product.
64%
21%
5%
10%
0% 10% 20% 30% 40% 50% 60% 70%
Self conscious about health
doctor recommendation
Family and friends suggestion
Just tried by watching ads
6/7/2016 49
(Freq. Analysis)
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FINDINGS • Reason for consuming dates product.
55%
5%
40%
0% 10% 20% 30% 40% 50% 60%
Nutrition
Growth
Health
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FINDINGS • Dates - Respondents’ brand preference.
93%
1% 5% 1% 0% 0% 0% 0%
63%
1% 12%
1% 1% 3%
1%
19%
0%
20%
40%
60%
80%
100%
TOM Preference
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(Freq. Analysis)
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FINDINGS • 62% of the consumers consume honey.
39%
42%
15%
2%
2%
0% 10% 20% 30% 40% 50%
Lion
Dabur
Sarvodhaya
Unbranded
Pvt. Label
6/7/2016 52
(Freq. Analysis)
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FINDINGS • Outlet preference for buying Lion Products
SEC Super
market Grocery
shop Medical
shop Fruit shop Total
A1 20.3% 4.4% 2.7% 0.5% 28.0%
A2 18.1% 17.0% 2.2% 2.2% 39.6%
B1 15.4% 2.7% 0.0% 0.0% 18.1%
B2 9.9% 2.7% 1.6% 0.0% 14.3%
Total
63.7% 26.9% 6.6% 2.7% 100%
6/7/2016 53
(Cross Tabulation)
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FINDINGS • Outlet preference for buying Lion Products
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Retail outlet City
Total Chennai Tuticorin Virudhunagar
Super Market 31.9% 19.2% 12.6% 63.7%
Grocery shop 2.2% 8.8% 15.9% 26.9%
Medical shop 0.0% 3.3% 3.3% 6.6%
Fruit shop 0.0% 0.5% 2.2% 2.7%
(Cross Tabulation)
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FINDINGS • There is no significant relationship between consumers
with health concern and consumers consuming dates product. (Correlation)
• Rating for Lion products.
SEC Rating A1 6.39 A2 7.26 B1 6.82 B2 6.96
6/7/2016 55
(Weighted Mean)
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FINDINGS • 91% of retailers deal with Lion products among which 58%
are willing to stock new lion products. .
• Retailer’s source of awareness regarding new products
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39%
73%
8%
39%
7%
0% 20% 40% 60% 80% 100%
Advertisements
Salesperson
Other shopkeepers
Customers
Friends & Family
(Freq. Analysis)
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FINDINGS
• Retailers’ preference among Lion Products.
City Dates Jam Honey syrup Halwa
Dry
fruits
Fruit
squash Oats
Chennai 97% 34% 66% 75% 6% 3% 5% 30%
Tuticorin 86% 38% 78% 83% 23% 12% 6% 61%
Virudhunagar 92% 42% 83% 86% 15% 7% 5% 46%
Overall 90% 38% 76% 79% 15% 7% 14% 45%
6/7/2016 58
(Freq. Analysis)
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FINDINGS
City Dates Jam Honey syrup Halwa
Dry
fruits
Fruit
squash Oats
Chennai 89% 4% 18% 43% 1% 0% 1% 5%
Tuticorin 74% 4% 9% 38% 3% 0% 0% 0%
Virudunagar 64% 3% 24% 47% 0% 0% 0% 3%
Overall 77% 4% 17% 40% 1% 0% 0% 3%
• Demand of Lion Products among retailers.
6/7/2016 59
(Freq. Analysis)
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FINDINGS
• Retailers suggesting Lion Products.
City Dates Jam Honey syrup Halwa
Dry
fruit
Fruit
squash Oats
Chennai 70% 4% 9% 16% 0% 0% 0% 3%
Tuticorin 41% 3% 3% 16% 0% 0% 0% 0%
Virudhunagar 8% 0% 2% 0% 0% 0% 0% 0%
Overall 42% 2% 5% 12% 0% 0% 0% 1%
6/7/2016 60
(Freq. Analysis)
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FINDINGS
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Highly
visible
Moderately
visible
Low
visibility
% of outlets
that sell Lion
Products
Fruit shop 77% 4% 0% 81%
Super market 90% 3% 3% 96%
General Stores 45% 38% 9% 92%
Pharmacy 54% 27% 8% 89%
Bakery 100% 0% 0% 100%
• Nature of Lion products’ display in different outlets.
(Cross Tabulation)
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FINDINGS
Product City Close Competitors
Dates
Chennai Annai , Gokulam, Imported dates
Tuticorin Annai, Kimia
Virudhunagar Camel, Unbranded dates
Fruit Squash All 3 cities Kissan
Dry Fruits All 3 cities Imported, Pvt. Label
Oats All 3 cities Horlicks, Quaker, Saffola
Jam All 3 cities Kissan
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(Freq. Analysis)
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FINDINGS
Product City Close Competitors
Honey
Chennai Dabur, Imported Honey
Tuticorin Dabur
Virudhunagar Sarvodaya, Pvt. label
Syrup All 3 cities None
Dates Halwa All 3 cities None
6/7/2016 63
• Retailers rating for dealing with Lion products – 3.5 (overall)
(Weighted Mean)
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FINDINGS • There is no relationship between dealership rating and
the dealership experience in Chennai. There is weak relationship between dealership rating and the dealership experience in Tuticorin and Virudhunagar
• The dealers don’t seem to respond properly to the retailers while requesting for salesperson visit in Chennai and Tuticorin.
• Medical shops in Chennai don’t stock dates as they
often face damage due to rat problems.
• Lot of complaints over the product and the package are observed .
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FINDINGS
Package complaint – Package is not pleasing
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( Source : Thangappa Nadar Store, 272, V.O.C.Market, Tuticorin )
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FINDINGS
Package complaint – No manufacturing date
6/7/2016 68
( Source: Manohari & Co, General merchants, 79, Santhai Road, Tuticorin )
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FINDINGS
6/7/2016 69
( Source : Guhan Medicals, 20/1B, V.V.D.Main Road, Tutic orin )
Package complaint – Leakage around neck
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FINDINGS
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( Source : Duraiswamy Nadar & Sons, B-1&2, New Market, V.E.Road, Tuticorin )
Product complaint – Dates quality is not good
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FINDINGS
Product complaint – Dates are dry , too hard and at times seeds are also there.
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( Source : Thangappa Nadar Store, 272, V.O.C.Market, Tuticorin )
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SUGGESTIONS LION DATES
• Advertisements are needed for fruit squash , halwa and dry fruits
• Health related aspects can be emphasized in advertisements for products like halwa, dry fruits and fruit squash.
• Frequency of sales person visit should be increased in the interior areas of Chennai.
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SUGGESTIONS LION DATES
• Product related and package related problems should be looked into as soon as possible.
• In store ad material can be provided for medical shops and general stores
• Boxes can be provided for pharmacies in Chennai to prevent damages due to rat problems.
• Communication between dealers and retailers should be improved in Tuticorin and Chennai.
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THANK YOU Project instructors at Interface Communication, Chennai
MURUGAPPA GROUP • Mrs. Abilasha Anish - Strategy and Planning Head • Mr. Daniel Divyakumar - Sr. Account Executive • Mrs. Nisha Yuvaraj - Sr. Account Executive • Mrs. Nili Marfathiya – Media Planning & Manager LION DATES • Mr. Ilango Periyaswamy - Branch Head • Mrs. Abilasha Anish - Strategy and Planning Head • Mr. Bala Subramanium - Sr. Creative • Mr. Arun Kumar - Sr. Account Executive
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