Survey On Maggie Tomato ketchup

Vs Kissan tomato ketchup

By the students of Class: SMBA Batch 23

 Group Members

Pooja Sharma (68)Karan Desai (08)

Pawandeep Kaur Gill (10)Sunaina Singh (15 )

Priya menon (43)

Introduction of Survey

•We have studied 4 P’s of marketing mix which includes

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

•Surveyed to find out which product is most preferable product. (Maggi Tomato Ketchup or Kissan Tomato Ketchup).

•Also drawn out some inferences for data collected.

Objective of the study •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 brand preference for ketchup used.

Scope of the study

• The ketchup market in India is estimated to be around Rs 220 crore, largely dominated by Nestlé’s 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.

•Through our study we have determined the brand preference for ketchup used and thus determined the expectations of the product. We also determined the acceptability and adaptability towards introduction of new variants.

About Maggi Tomato Ketchup

•Maggi Tomato Ketchup is primarily a taste enhancer, giving the food provider taste, aroma and also contains iodised salt.

•The main focusing aspect of their advertisement was ‘what ketchup does to your food- tasty and more platable. It was a very clever move, which paved way for subsequent variants such as:

1. Tomato Chilli2. Masala Chilli3. Chilli Garlic

About Kissan Tomato Ketchup

•Kissan is in its 62nd year of its existence in India.

•Category leaders in India.

•Kissan acts as a catalyst, easing stressful moments at the dining table. With Kissan, good food is loved not shoved!

Marketing Mix Marketing decisions generally fall into the following four controllable categories:

•• Product

•• Price

•• Place (distribution)

•• Promotion

•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.

4p's of Marketing for:Maggi Tomato Ketchup

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.

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

4p's of Marketing for:Maggi Tomato Ketchup

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).

4p's of Marketing for:Kissan Tomato Ketchup

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• 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 HUL.

4p's of Marketing for:Kissan Tomato Ketchup

PLACE• The distribution network is well spread as it is easily available in all kirana stores, retail store etc.

PRICE• Its Kissan Ketchup and Kissan Sauce (no onion no garlic) are priced at Rs91 (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 benefit2. Basic product benefit3. Expected product benefit4. Augmented product benefit5. Potential product benefit.

Product Differentiation

Product differentiation strategy means how a particular product is different from others on the basis of:

1. Form2. Features3. Performance quality4. Convenience5. Durability6. Reliability7. Style

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.

Research Methodology:Survey Methods

Customer survey for primary data:

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.

Research Methodology: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 of yes/no and very important, moderately important and least important was used to make the respondents comfortable.

Research Methodology:Sampling Design

•The sampling frame is defined in terms of the respondents who 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.

Research Methodology:Location for Survey

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

Old Panvel, New Panvel and Khanda Colony.

Research Methodology:Sample Size

•While planning the survey we estimated the sample size of 25 respondents.

•We have surveyed 25 people who lie within our target population.

Research Methodology:Data collection and Analysis

•The analysis is based on relevant inferences that has been made from related each question.

•Based on the question no. 04 of the questionnaire, a hypothesis was analyzed. The hypothesis is that the ketchup product "Maggie" is preferred by the respondents of the survey conducted. Using chi-square testing it has been proved and also accepted by us that "Maggie" is preferred product by the respondents of the survey conducted.

Thank You …