Kolson's Slanty Final Report
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August 28, 2004. COMPETITVE BENCHMARKING: KOLSON’S SLANTY
Transcript of Kolson's Slanty Final Report
August 28, 2004.
COMPETITVE BENCHMARKING:KOLSON’S SLANTY
August 28, 2004.
INTRODUCTION
CHAPTER I
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o ASAD SAEED KHANo SHAHRUKH RAISo AAMNA SAQUIBo FIZZA RIZVIo SOMAIRA KHATRI
THE TEAM
Asad
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PRESENTATION OUTLINE
o Background / Introductiono Target Groupo Research Scopeo Research Hypothesiso Research Objectiveso Conclusions o Recommendationso Key Findings o Q & A Session
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BACKGROUND
Federal Distribution & Marketing was founded in 1986.
FDM provides facilities of distribution, logistics, marketing, storing & warehousing.
It 1986, FDM joined with K.S. Sulamjee – the makers of KOLSON products.
Slanty was launched in March, 1999. Slanty is a pallet (papad) based snack and
enjoys 98% market share in this category.
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PRODUCT INTRODUCTION Three Flavors:
Plain Salt, Vegetable, Jalapeno
Two Variants: 15 gms pack & 35 gms pack
Retail Prices: 15 gms = PKR 5 35 gms = PKR 10
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RESEARCH HYPOTHESIS,SCOPE & OBJECTIVES
CHAPTER II
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RESEARCH HYPOTHESIS
“ Slanty is the leading local snack brand of Pakistan today. It has left
the previous local snack brand, Super Crisps, behind in terms of sales and
taste preference”
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TARGET GROUP Sample comprised of:
Male/Female Age Groups
2-12 12-20 20-25 25+
Residential area segregation Class segregation Occupation (Student/Working/House Wife, etc.)
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SAMPLE DETAILS
Extent => Karachi Sample Size (Consumer Surveys) =>
267 cases Sample Size (Retail-outlet Surveys)
=> 6 cases Sample Size (Mall-intercept
Interviews) => 8 cases (respondents)
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DATA COLLECTION METHODS
Consumer Survey Questionnaire. Detailed questionnaire to be distributed among
snack consumers. SWOT analysis based on responses.
Retail-Outlet Survey Questionnaire. Short questionnaire to understand consumer
preferences with regard to local and imported snack brands
Mall-Intercept Interview Questionnaire. Face to face questions with snack consumers to
understand the dynamics of life-cycle stage in progress.
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LIMITATIONS Coverage Biasing Error Factors
Interpretation Insufficient / Outdated Knowledge. Misleading Information Time constraints Unwillingness
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RESEARCH OBJECTIVES Determine factors influencing the purchase of
snacks Determine how satisfied consumers are with Slanty Determine factors influencing the purchase of
different flavors of Slanty Identify factors determining the preference of
Slanty over other snacks Determine how significant price is as a purchase
determinant for snacks
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KEY FINDINGS
CHAPTER III
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KEY FINDINGS
PREFERENCE BASED ON GENDER Respondents.
Male: 159/267 Female: 100/267
Preference: Jalapeno: 36% Male, 30% Female 20-20% don’t have slanty at all Male’s preference: Vegetable. Female’s preference: Plain Salt
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KEY FINDINGS
Cross Tabulation: Gender vs. Favorite Flavor
All Flavors JalapenoNon
ePlain
SaltVegetabl
eGrand
Total
Male 43 48 42 11 15 159
Female 16 36 22 15 11 100
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KEY FINDINGS
PREFERENCE BASED ON AGE GROUP Respondents:
2-12 => 22 13-20=> 52 21-25=> 89 25+ => 100
Cross Tabulation: Age Group vs. Favorite FlavorAll Flavo
rs Jalapeno NonePlain
SaltVegetabl
eGrand
Total
Age Group 2-12 6 4 5 3 3 21
Age Group 13-20 13 10 9 14 6 52
Age Group 21-25 21 39 16 3 10 89
Age Group 26+ 19 34 34 6 7 100
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KEY FINDINGS
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KEY FINDINGS
SLANTY AWARENESS Major Popularity Factor: WoM
(Word of Mouth) Friends & Families are the major
sources
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KEY FINDINGS
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KEY FINDINGS
SLANTY AD RECALL Total: 238 More than 200 cannot recall any ad
campaign for any snack brand.
Cross Tabulation: Age Group vs. Ad RecallNone Others Slanty Slanty and Others Grand Total
Age Group 2-12 14 7 1 22
Age Group 13-20 39 13 52
Age Group 21-25 67 19 2 88
Age Group 26+ 82 11 2 1 96
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KEY FINDINGS
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KEY FINDINGS SLANTY BUYING DECISION FACTORS
Buying is based on two most essential factors. Price Taste
Children are most attracted to the aesthetics of the packaging.Cross Tabulation: Age Groups vs. Buying Decision
Factor
FreshnessPackagin
gPric
e Shape of EatableTast
eGrand Total
Age Group 2-12 5 5 5 2 14 31
Age Group 13-20 18 12 22 5 35 92
Age Group 21-25 15 17 42 18 57 149
Age Group 26+ 27 11 23 7 40 108
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KEY FINDINGS SLANTY BUYING DECISION FACTORS
Consumers in ‘Below 8’ & ’25+’ brackets are less concerned with the price raises.
28% consumers say they won’t purchase if the price is raised.
Respondents between 16-24 are highly price sensitive.
10% say that price is an important factor with respect to snack purchase.
Cross Tabulation: Income vs. Effects on Purchase due to Price Raises
Don't Know No Yes Grand Total
Below 8 3 2 3 8
(8-15) 10 8 8 26
(16-24) 20 11 7 38
25+ 39 19 31 89
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KEY FINDINGS SLANTY BUYING DECISION
FACTORS
Smoked Chicken and Cheese are most preferred flavors. Smoked Chicken: 32%. Cheese: 28%
Children mostly prefer Tomato. Teenagers prefer Cheese.
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KEY FINDINGS
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CONCLUSIONS & RECOMMENDATIONS
CHAPTER IV
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RECOMMENDATIONS New Flavors. Ad-Campaigns.
Shelf Space Ads attracting Kids. Airing time of advertisements.
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CONCLUSIONS Major market segment (based on
flavors) Jalapeno: Equally liked between adult
males & females. Plain Salt: Teenagers. Children consume slanty irrespective
of flavor preference. Buying Factors
Taste, Price & Freshness are the major factors.
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DO YOU STILL HAVE ANY QUESTIONS ?
