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live Project Report

On

EXPLORING THE PREFERENCES AND ATTITUDE FOR

PACKAGED BEVERAGES AND SNACKS GIFTING

OPTION DURING DIWALI SEASON

LIVE PROJECT report SUBMITTED BY:

ASHISH SINGH

PANKAJ SINGH

SWAKSHAR KARMAKAR

Under the guidance of:

MR. AMIT SHAH

(Group Product Manager) ANANT ZUTSHI

(Deputy Manager-HR) Dabur India Limited

Ghaziabad(U.P.),INDIA

Dr. ANAND agRAwal

Associate Professor IILM-CMS

Greater Noida

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DECLARATION

We, Ashish Singh, Pankaj Singh and Swakshar Karmakar, Home do hereby declare that the

project report on “Gifting options during diwali” season a genuine research work undertaken by

us.

All care has been taken to keep this report error free and we sincerely regret for any unintended

discrepancies that might have crept into this report. We shall be highly obliged if errors (if any)

be brought to our attention.

Ashish singh

Pankaj Singh

Swakshar Karmakar

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Table of Contents

Page Number

1 Declaration 2

2 Acknowledgement 4

3 Executive Summary 5

4 Objective of the project 6

5 Research Methodology 6

6 Findings and Analysis 6

7 Conclusion 19

8 Recommendation 20

9 Word of Thanks 22

10 Annexure

A. Questionnaire For Consumers 23

B. Questionnaires for Dealers 27

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ACKNOWLEDGEMENT

A work is never a work of an individual. We owe a sense of gratitude to the intelligence and co-

operation of those people who had been so easy to let us understand what we needed from time

to time for completion of this exclusive project.

We want to express my gratitude towards Dr. Anand Agrawal, Marketing Faculty, CMS-IILM,

Greater Noida for giving us important guidance to do this project.

Last but not the least, we would like to forward our gratitude to Mr. Amit Shah ,Group Product

Manager, Dabur India Ltd. and Mr. Anant Jutshi ,Deputy Manager-HR, Dabur India , who

always endured us and stood by us and without whom we could not have envisaged the

completion of our project.

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EXECUTIVE SUMMARY

The study was conducted to exploring the preferences and attitude for packaged beverages

and snacks gifting option during Diwali season. A quantitative study was designed with the

structured questions for Dealers and Consumers. The survey was done at 54 shops and 37

consumers in the areas of Greater Noida, Noida, Delhi, Gurgaon, and Ghaziabad.

Around seventy three percent people are aware about the Dabur Real Juice gift packs

Cadbury has highest unaided recall followed by Haldiram and Britannia and then Dabur. During

Diwali season twenty seven percent people indicated Cadbury as their first preference, followed

by Haldiram and Dabur comes at third position. Using Regression analysis we found that

customer satisfaction is affected by appealing gift packs and their perception that receiver will be

happy to get a particular gift pack. Customers consider brand name first followed by price and

then range of products for deciding their gift purchase.

Most consumers purchased one kilogram or one liter of packaged beverages/snacks gift

packs. Dealers push the brands providing better margins like Tropicana. In terms of margins

Haldiram comes at second position and Chintamani and Dabur at third position. However, in

terms of Brand preference Dabur and Cadbury comes at first position.

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OBJECTIVEs OF THE PROJECT

1- To explore the snacks and beverages gifts purchase behavior of customers in Delhi and

NCR during diwali season.

2- To explore the dealers preference for snacks and beverages gifts in Delhi and NCR.

RESEARCH METHODOLOGY

Methods:

We adopted quantitative research techniques using structured questionnaires survey

targeting the customers who have purchased snacks, beverages gift packs during Diwali

season and dealers and retailers offering such types of gift packs.

Sample Size:

Consumer sample size--54

Dealer sample size---37

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Data analysis:

Using frequency and percentages and linear regression with the help of SPSS software.

Section :-(A)

Customers’ Survey Analysis

Brand Awareness

(Q-2 and 3 of the customer questionnaire)

Top of the mind (Rank order)

1st rank top mind of recall (Pie chart with percentage and frequency)

Top of the mind is Cadbury (32%) followed by Haldiram and Dabur (19%).

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2nd

top of the mind recall:

3rd

top of the mind recall:

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4th top of the mind recall:

It is found that Britannia (27%) comes at 2nd

top of the mind, Dabur (19%) at 3rd

top of mind and

Bicano (11%) at 4th

top of mind in unaided awareness.

Aided Recall (Multiple Choice)

Brand Brand awareness %

Parle-Hide & Seek gift pack 46

Cadbury gift pack 100

Chintamani gift pack 46

Bicano gift pack 70

Dabur juice pack 73

Lehar Kurkure 84

Haldi Ram gift pack 89

Priya Gold gift pack 43

Nestle 87

Others 48

From the table it can be clearly inferred that Haldiram brand has highest aided recall, followed

by Nestle and Lehar. Dabur comes at 4th

place.

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Purchase Behavior

Brands purchased by customer this Diwali Season

Among the 54 people 27 % people preferred Cadbury followed by Haldiram. Dabur brand

comes at 3rd

place.

Brands purchased in largest quantity/for highest amount

The consumers purchased Haldiram (30%) brand in maximum quantity followed by Dabur real

juice gift packs (19%).

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Factors affecting gift pack purchase decision

1. PRICE

2. RANGE

3. TASTE

4. PACKAGING:

5. BRAND NAME:

6. PROMOTION

010203040

Brand Name

Range

Price

Packaging

Promotion

Taste

Maximum number of consumers preferred Brand Name followed by Range & Price and then

packaging and promotion. The factor taste is the last consideration.

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Awareness of the Dabur Real Gift Packs

1=Yes

2=No

More than 81%

people were aware

of Dabur real juice

gift packs.

Factors affecting customer satisfaction (Q7)

Result:-

From the Regression analysis we found that the highest impact on customer satisfaction is by the

perception of customers that the receivers will be happy with this gift pack, second highest

impact is by appealing gift pack.

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Demographic Break up of respondents

Annual family income

More than 85% respondents had annual income at least three lakh.

Socio-economic classification

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Most of the respondents have comes category A (Officers and Executives 57%)

Q. 10 Age Frequency and percentage of the respondents.

Most of the respondents have above 26 years of age.

Q.11. Gender Frequency:

Male respondents were 59% and Female respondents were 41%.

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Section: B

Dealer’s Survey Analysis:-

Size of gift pack do the customers purchase the most

Customers likely to purchased 1-2 liters (73%) and followed by 2-3liters (24%).

Gift packs according to popularity/sales

Most selling gift packs were Cadbury followed by Haldiram & Britannia, Nestle and Dabur

comes at 4th

places.

1ST

Rank 2nd

Rank 3rd

Rank

Cadbury Haldiram & Britannia

Nestle Dabur

26%22%

18%14%

Rank 1st Rank 2nd Rank 3rd Rank 4th

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Brand association-

Haldiram and Britannia were more associated gift packs and followed by Dabur. Dabur comes at

first rank in brand name.

Margin in Gift Packs:-

0%

5%

10%

15%

20%

Dab

ur

Hal

dir

am

Bri

tan

nia

Cad

bu

ry

Ch

inta

man

i

Bic

ano

Nes

tle

Parl

e

Pri

ya G

old

Tro

pic

ana

Margin

Dabur

Haldiram

Britannia

Cadbury

Chintamani

Bicano

Nestle

Haldiram gift packs comes first position in term of margin followed by Britannia and Dabur

comes at 3rd

position.

CONCLUSION

Brand Name Dabur & Cadbury Britannia Haldiram

Range of Product Britannia Haldiram Dabur.

Range of prices Haldiram Britannia Bicano & Dabur

Quality Haldiram Cadbury Britannia & Dabur

Dealer promotional activities Britannia Haldiram Dabur

Consumer Promotional Activities

Britannia Dabur Haldiram

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After going thick on the thing, now time is to make a complete picture. From the unaided recall

Cadbury has come in top of the mind and followed by Haldiram and Dabur. And Britannia

comes at 2nd

top of mind. Haldiram has comes at highest aided recall, followed by Nestle and

Lehar. Dabur comes at 4th

place. Customers purchased Haldiram gift pack in maximum

quantity and followed by Dabur Real gift packs. When consumers were going to purchase the

gift pack, they preferred first Brand Name followed by Range & Price of the products and then

packaging and promotion. The factor taste is the last consideration.

From the Regression analysis we found that the highest impact on customer satisfaction

is by the perception of customers that the receivers will be happy with this gift pack, second

highest impact is by appealing gift pack. From all respondents 85% customers have annual

income more than three lakh and their age were of twenty six years, among them maximum

respondents were from either A or B SEC Grid. Most customers were purchased 1-2liters/kg.

Gift packs. In dealers perspective most selling gift packs Cadbury followed by Haldiram and

Britannia, Nestle and Dabur comes at 4th

position. Haldiram gift packs comes first position in

term of margin followed by Britannia and Dabur comes at 3rd

position.

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RECOMMENDATION

Market potential of the Dabur Real Juice is much positive in competitive era and will sure

cover the maximum market share of gifts product. Potentiality of any product depends upon the

futuristic performance of the product. It depends that how much retailers have potentiality to be

permanent seller of DABUR.

For great potentiality it is necessary to improve those factors which are going to affect retailers.

In our study we found some factors which can help to cover great potentiality.

These factors are following:

1-Scheme delivery should in perfect determining time.

2-Some places distributors not able to cover his particular area. That should be improved.

3-Scheme facility should be regular as much as possible.

4-Small pack also should be in the market

5-Always collect the views of retailers. It gives psychological effect on the retailers about

carelessness by manufacturing company.

6-The company should consider creating more awareness about the product packaging and

designing of the brand and providing the felling of belongingness with the brand.

Some specific retailer incentive schemes that were appreciated by the retailers are-

1-Britannia was giving some incentive based on slab system ,on 1st - slab they were giving

2%,on 2nd

slab-4% and on 3rd

slab-5%.

2- But Dealers of Dabur did not give away any specific scheme to the retailers on gift packs.

When we talked to some Distributors and dealers e.g.-

-Mr. Narindra k. Vasshney ,M/S Shiv International(c-3/b East Park Parwana Road ,Delhi-51).

-Mr. Sanjay Jain,Mahavir Store (B-3, Prerna complex, Subhash Chowk , Delhi-92).

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-Rastogi Traders, Lakshami Nagar.

Deepak Traders, Lakshami Nagar and many more from other

regions like Gurgaon,Chadni chowk,kondali etc.

They said that if company provide then we can give it away to retailers because we do not have

more margin to do this type of activity.

3-The owner of Grover confectionary and Novelts item (Jawahar Park,near hira sweats,delhi-92),

said that how can they provide any scheme with out any specific help by the company.

4-Even some retailers in Greater Noida region near Acher market they did not know about the

schemes of company which was given on the gifts packs.

5-Deales said that generally we purchased Diwali gifts pack to retailers on the less of MRP but

did not give any schemes and incentives by own.

6-When we contacted to store managers in Big Bazar, Sahara Mall, Mehrauli Road, Gurgaon

and Vishal mega Mart , sec-14 , Gurgaon.

They told us that Dabur real juice gift packs do not give much margin like Tropicana juices

and moreover we did not find any willingness to having Dabur real juices as a gift packs in

Vishal mega mart, Ansal plaza,Shahibabad .We tried to find out this reason but was not able to

get that.

If we talk about companies promotion and incentives then-

1-Parle Company gave away to distributors and the retailers free gift packs of Hide & Seek,

Milano and assorted biscuits. They had used gift packs to capitalize on the gifting front.

2-Bicano gave 2% margin on targets to the dealers.

3-Coca-Cola India had launched its innovative ‘Coca-Cola Khushiyan Replay’ consumer

promotion campaign nationally. As part of this initiative, a computer generated lucky draw

provided consumers with a chance to win Samsung Camcorders every hour for the next 40 days.

4-Need of more range in gift packs like Tropicana juices.

The confectionary maker Priyagold had introduced 18 different gift packs of their

premium range of products this festive season, priced between the range of Rs 50 and Rs 210

recognized as Delicious Greetings.

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Cadbury on the other hand had launched unique gift packs ranging between Rs 75 to Rs

600.

5-PepsiCo India had come up with no less than eight different kinds of beverage gift packs

consisting of its brands – Pepsi, 7Up, Mirinda and Tropicana, along with gift packs of snacks

brands like Kurkure, Lays and Leher Namkeen.

6- More visibility on roads ,in front of retailers shop and in showrooms with the help of

billboards ,signage and danglers and other POSMs.

7-The most important thing was related with Real juices was price. According to retailers it

should be little bit below than the present price because Tropicana dominates in the price

segment.

8-Need of some big celebrities in T.V. advertisement. E.g.-.PepsiCo's snack-food arm, Frito-Lay

India came up with new TV commercials featuring brand ambassador Bollywood actor Juhi

Chawla,

The whole idea was to convey that there is an overdose of sweets and it is time for something

different and that is why they had chosen tagline 'Muh Kurkure Karo',. Means avoid sweets try

kukure gift packs at this Diwali season.

If we talk about the service and scheme delay on product then According to retailers that-

1-It should be clearly defined as a retailers level. The dealers can hide and reduce the schemes

.In Greater Noida we found that in Acher and Jagat Form markets, there were no gift pack of

Dabur real juices at the beginning of Diwali, although rest of others company’s gifts were

present.

2- And like this ,There was shortage of Tropicana juices in Lakshami Nagar region at the

beginning of Diwali season.

3-There should be consistency in promotional activity.

4-Necessary checks on the dealers

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The retailers happiness with Dabur’s services and Other Expectations:

1-The almost retailers were satisfied with the Dabur’s services.But some of them said that in

quick order delivery services, Cadbury is very good.

2-The Dealers and retailers said that There should be more promotions for Real juices as a

Diwali gift packs .Consumers generally prefer it as a juices but not more awareness like as a gift

options.

So need of some TV, print and other advertisements only considering the Diwali seasons like

Cadbury- Is Diwali Aap Kishe khush karenge.(a TV ad)

In this way we can say that gifting sales opportunity for Dabur Real Juices is very good and there

are only need of the some T.V. commercials ,new schemes and Range of product as a Diwali

gifts not only as a health conscious juices.

According to some dealers that if company initiates some effort and provide some

extra discounts then they are ready to promote it by own at the festive seasons.

These factors are very important for the organization. If company is able to improve these all

factors then definitely its market share will more increase. Retailers will take more interest to sell

Dabur gift and customer will also enjoy for it. So potentiality market is very high to Dabur real

juice gift packages in positive direction.

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WORD OF THANKS

We would like to thanks and want to express our gratitude towards Mr. Anand Agrawal,

Marketing Faculty, CMS-IILM, Greater Noida for giving us important guidance to do this.

Last but not the least, we would like to forward our gratitude to Mr. Amit Shah ,Group Product

Manager, Dabur India Ltd. and Mr. Anant Jutshi ,Deputy Manager-HR, Dabur India , who

always endured us and stood by us and without whom we could not have envisaged the

completion of our project.

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ANNEXTURE

A. Questionnaire For Consumers with Codes

Questionnaires for consumers: Date:________________

Q.1. Do you purchase snacks & beverages gift packs at Diwali season?

Yes. = 1

No = 2

Q.2. Are you aware of more brands? Please mention the brands?

Q2 - A. (top of the mind)

Q2 - B.

Q2 - C.

Q2- D.

Q.3. Which other brands you are aware of? (pls select all that apply) (Aided Recall) aware =1,

Not aware =0

Parle-Hide & Seek gift pack

Cadbury gift pack

Chintamani gift pack

Bicano gift pack

Dabur juice pack

Lehar Kurkure

Haldi Ram gift pack

Priya Gold gift pack

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Nestle

Tropicana

Q.4.

(A.) Which brand you are purchasing / purchased for this Diwali Season.

(B.) Which (one) Brand you purchased in largest quantity/for highest amount

Q.5. Please rank them: On what basis you select the snacks & beverages gift packs (Rank 1 – 6)

Price

Range

Taste

Packaging

Brand Name

Promotions (discounts/free gifts)

Any other _______________________

Q.6. Are you aware of Dabur real juices gift packs?

Yes = 1

No = 2

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Q.7. Please answer following for the brand you purchased most (largest quantity/highest amount)

this season for Diwali gift.

Brand name purchased_________ (pls select one of the following options for next five

statements below)

Completely Agree = 5

Somewhat Agree = 4

Neither Agree Nor Disagree = 3

Somewhat disagree = 2

Completely Disagree = 1

1. The (brand) gift packs I purchased are a better choice than others available in market

2. The (brand) gift packs I purchased are appealing to me

3. The (brand) gift packs are value for money

4. I think the receiver will be happy to get (brand) gift pack

5. I am satisfied with the (brand) gift packs I purchased

A word about you

Name:

Age: (a) 18-25 (b) 26-30 (c) 31-40 (d) above 40

Sex: Male/Female

Q.8. Annual family Income INRs.

1) less than Rs 1 Lacs,

2) 1lacs- 3lacs

3) 3lacs -5lacs

4) 5lacs- 7lacs

5) More than 7 lacs

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Q.9. SEC Grid

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B. Questionnaires for Dealers:

(This concerns with snacks and beverages gift packs in this Diwali season)

Q1- What size of gift pack do the customers purchase the most?

(1) 1l-2l/1kg-2kg

(2) 2l-3l/2kg-3kg

(3) 3l-5l/3kg-5kg

Q2-Please rank these gift packs according to the popularity/sales from your store

(Please rate according this, best=1 and onward)

Q2 -1.Dabur gift pack

Q2 – 2.Nestle gift pack

Q2 – 3.Bicano gift pack

Q2 – 4.Cadbury gift pack

Q2 – 5.Haldiram gift pack

Q2 – 6.Parle-Hide &seek

Q2 – 7.Britannia gift pack

Q2 – 8.Lehar

Q2 – 9.Priya Gold

Q2 – 10.Tropicana

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Q3-Where do you rank the following gift pack brand in terms of (rank the top 3 for each)

Dabu

r (1)

Nestle

(2)

Bican

o(3)

Cadbu

ry(4)

Parl

e (5)

Brita

nnia

(6)

Haldi

Ram

(7)

Leha

r(8)

Priya

gol

(9)

Tropi

cana

(10)

Q3 – 1. Brand Name

Q3 – 2.Range of

Product

Q3 – 3.Range of prices

Q3 – 4.Quality

Q3 – 5. Dealer

promotional activities

Q3 – 6.Consumer

Promotional Activities

Q4-What is your opinion about Dabur Gift pack?

______________________________________________________________________

Dealer’ Name:_______________________________________________

Address:____________________________________________________

______________________________________________________________________________

__________________________________________