group 7_section a
Post on 02-Jun-2018
215 Views
Preview:
TRANSCRIPT
-
8/10/2019 Group 7_Section A
1/12
Customer
Preferences on
Health-Food DrinkGROUP 7
PGP/17/148 K R R RAJENDRAN
PGP/17/149 K SIVARAM
PGP/17/154 DIPTI N
PGP/17/269 GANESH R
PGP/17/276 MARIYAM MOHAMM
PGP/17/281 NEETA VERMA
-
8/10/2019 Group 7_Section A
2/12
INTRODUCTION
Branded health food drinks used as substitute for milk or consumed alowith milk
HFDs comprises of Proteins, fatty acids, essential vitamins & minerals
Types: white malted beverages (Horlicks, Complan) & brown drinks (bobournvita)
Company Market share
GlaxoSmithKline 70%
Cadbury 12%
Heinz 12%
Top 3 players
Health drink Market share
Horlicks 46.4%
Complan 13%
White malted beverage
Health drink Market share
Bournvita 16.2%
Boost 12%
Brown drinks
Market Share:
-
8/10/2019 Group 7_Section A
3/12
-
8/10/2019 Group 7_Section A
4/12
Research Objective & Researchquestions
What are the factors influencing thepurchase decision of HFD?
What is the degree of importancegiven to each of the factors obtained?
What are the different feasible market
segments?
RESEARCHQUESTIONS
To understand the customer dynamics iIndian market by identifying variousfactors & its relative importance incustomers purchase decision of HFDs
RESEARCHOBJECTIVE
-
8/10/2019 Group 7_Section A
5/12
Literature reviewChanging lifestyle, improving disposable income & growing health awareness responsible for growth (Y-O-Y) of health food & beverage market in India
Future scope for innovative products targeted towards specific segments (e.g. women and caid in preventing or delaying the onset of diseasessuch as cancer, diabetes and arthritis
Consumers actively seek information about the product and its brand via advertisements, procontents etc.
Various factors like emotional satisfaction, popularity of that brand, availability, and contents role in the selection of the product.
Seasonal offers, promotional coupons also drive the purchase of branded HFDs
Study also clearly says that health improvement i.e. nourishment factor, alternative for milk anare the main reason consumers shift to health food drinks
Ads in TV, Radio, Newspapers influence consumers purchase decision
Consumer forms a initial opinion about the brand based on Packaging, it communicates bra
combination of brand, logo, colors, font, package materials, pictorials, product descriptions
-
8/10/2019 Group 7_Section A
6/12
Focus group discussion conducted with a group of 6 people from IIMK / Seconda
Survey:
Online Survey Link: https://qtrial2014.az1.qualtrics.com/SE/?SID=SV_57T4WMf5TyFWKYR
Sampling and data collection
Tool Used Mode Sample ResponsesConjoint Analysis Rating Sheet Focus Hypermarket POS customer 20
Choice BasedConjoint Analysis
ComparisonSheet
IIMK Students 20
Cluster andFactor Analysis
Online Survey Facebook Friends 63
Attributes Category
Brand Horlicks, Complan, Boost and Bournvita
Price Rs 180, Rs 200, Rs 210
Flavor Regular Malt, Chocolate, Kesar Badam and Caramel
Health 3*Stamina, High Nutrition, and High Proteins
Offer 10% off, 20% off, Free tennis balls
https://qtrial2014.az1.qualtrics.com/SE/?SID=SV_57T4WMf5TyFWKYRhttps://qtrial2014.az1.qualtrics.com/SE/?SID=SV_57T4WMf5TyFWKYR -
8/10/2019 Group 7_Section A
7/12
Factor Analysis
Component Attribute Factor
1
Endorsement
Branding
Advertisement
Flavor
Brand
Packaging
2
Price
Promo and VisibilityPOS VisibilityPromo Offers
3Taste
Utility
Health
KMO Measure of Sample Adequacy: 0.651Total Variance Explained: 71.954%Number of components: 3
Inferences:Taste and Health are consCelebrity endorsement, BrPackaging brings Brand Rec
-
8/10/2019 Group 7_Section A
8/12
Cluster Analysis
ClusterSegment
Chara
1High End
Customer Not Influenc
2Occasional HFD
consumers
Do not e
attr
3
Regular HFD
Consumers
Expect hig
Number of customers: 63
Variables Used:TasteHealthBrandPromo Offers
Ana
HieraGet N
K-MeClust
One
-
8/10/2019 Group 7_Section A
9/12
Conjoint Analysis
Product Brand Price Flavor Health Offer
Market
Share
A Horlicks 200 Malt
High
Nutrition Rs 20 Off 7.313%
B Complan 210 Malt High Proteins 10% Extra 2.826%
C Boost 200 Chocolate 3*Stamina
Free Tennis
Ball 30.394%
D Bournvita 210 Chocolate 3*Stamina
Free Tennis
Ball 14.553%
E Horlicks 210 Chocolate
High
Nutrition Rs 20 Off 22.403%
F Horlicks 200 Kesar Badam
High
Nutrition Rs 20 Off 5.704%
G Complan 200 Chocolate High Proteins 10% Extra 13.397%
H Complan 210 Kesar Badam High Proteins 10% Extra 3.411%
-
8/10/2019 Group 7_Section A
10/12
Conjoint Analysis
Brand Market Share
Horlicks 46.4%
Boost 12%
Complan 13%
Bournvita 16.2%
Attribute
Percentage Utility
Taste 40.35%
Brand 31.54%
Offer 13.45%
Price 11.67%
Health 2.98%
Total 100%
Attribute Percent Utility
Taste 34.13%
Health 27.61%
Price 16.13%
Brand 11.35%
Offer 10.78%
Total 100.00%
Brand Market ShareVariants
Horlicks 35.42%3
Boost 30.39%1
Complan 19.63%3
Bournvita 14.55%1
Conjoint Analysis Result Consumer Opinion (Questionnaire)
Actual Market Share
-
8/10/2019 Group 7_Section A
11/12
Limitations & Future Scope
Super-Premium brands like Pediasure was not included as theproduct is positioned mainly to high-end customer
Premium brands like Pediasure and Niche Brand like ProtienX can badded in the analysis
Study consumer preferences of Sub-brands (Womens Horlicks,Pediasure Mamas Best)
Study consumer preferences on variants like Choco-Nut andChoco-Eclairs
Study in-depth on effect of Promo offers in customers decision
-
8/10/2019 Group 7_Section A
12/12
Thank You
References:
http://www.thehindubusinessline.com/features/weekend-life/prepares-to-win/article4696184.ece
http://articles.economictimes.indiatimes.com/2013-10-30/news/43528911_1_horlicks-nutribar-biscuits
http://timesofindia.indiatimes.com/business/india-business/ImHeinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-south-India/articleshow/30520550.cms
http://energydrinks.factexpert.com/901-energy-drink-packag
http://www.irjcjournals.org/ijmssr/nov2012/8.pdf
http://www.thehindubusinessline.com/features/weekend-life/bournvita-prepares-to-win/article4696184.ecehttp://www.thehindubusinessline.com/features/weekend-life/bournvita-prepares-to-win/article4696184.ecehttp://www.thehindubusinessline.com/features/weekend-life/bournvita-prepares-to-win/article4696184.ecehttp://articles.economictimes.indiatimes.com/2013-10-30/news/43528911_1_horlicks-nutribar-biscuitshttp://articles.economictimes.indiatimes.com/2013-10-30/news/43528911_1_horlicks-nutribar-biscuitshttp://articles.economictimes.indiatimes.com/2013-10-30/news/43528911_1_horlicks-nutribar-biscuitshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://energydrinks.factexpert.com/901-energy-drink-packaging.phphttp://www.irjcjournals.org/ijmssr/nov2012/8.pdfhttp://www.irjcjournals.org/ijmssr/nov2012/8.pdfhttp://energydrinks.factexpert.com/901-energy-drink-packaging.phphttp://energydrinks.factexpert.com/901-energy-drink-packaging.phphttp://energydrinks.factexpert.com/901-energy-drink-packaging.phphttp://energydrinks.factexpert.com/901-energy-drink-packaging.phphttp://energydrinks.factexpert.com/901-energy-drink-packaging.phphttp://energydrinks.factexpert.com/901-energy-drink-packaging.phphttp://energydrinks.factexpert.com/901-energy-drink-packaging.phphttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://timesofindia.indiatimes.com/business/india-business/Im-a-Complan-man-Heinz-India-relaunches-milk-drink-actor-Suriya-to-be-its-brand-ambassador-in-south-India/articleshow/30520550.cmshttp://articles.economictimes.indiatimes.com/2013-10-30/news/43528911_1_horlicks-nutribar-biscuitshttp://articles.economictimes.indiatimes.com/2013-10-30/news/43528911_1_horlicks-nutribar-biscuitshttp://articles.economictimes.indiatimes.com/2013-10-30/news/43528911_1_horlicks-nutribar-biscuitshttp://articles.economictimes.indiatimes.com/2013-10-30/news/43528911_1_horlicks-nutribar-biscuitshttp://articles.economictimes.indiatimes.com/2013-10-30/news/43528911_1_horlicks-nutribar-biscuitshttp://articles.economictimes.indiatimes.com/2013-10-30/news/43528911_1_horlicks-nutribar-biscuitshttp://articles.economictimes.indiatimes.com/2013-10-30/news/43528911_1_horlicks-nutribar-biscuitshttp://articles.economictimes.indiatimes.com/2013-10-30/news/43528911_1_horlicks-nutribar-biscuitshttp://articles.economictimes.indiatimes.com/2013-10-30/news/43528911_1_horlicks-nutribar-biscuitshttp://www.thehindubusinessline.com/features/weekend-life/bournvita-prepares-to-win/article4696184.ecehttp://www.thehindubusinessline.com/features/weekend-life/bournvita-prepares-to-win/article4696184.ecehttp://www.thehindubusinessline.com/features/weekend-life/bournvita-prepares-to-win/article4696184.ecehttp://www.thehindubusinessline.com/features/weekend-life/bournvita-prepares-to-win/article4696184.ecehttp://www.thehindubusinessline.com/features/weekend-life/bournvita-prepares-to-win/article4696184.ecehttp://www.thehindubusinessline.com/features/weekend-life/bournvita-prepares-to-win/article4696184.ecehttp://www.thehindubusinessline.com/features/weekend-life/bournvita-prepares-to-win/article4696184.ecehttp://www.thehindubusinessline.com/features/weekend-life/bournvita-prepares-to-win/article4696184.ecehttp://www.thehindubusinessline.com/features/weekend-life/bournvita-prepares-to-win/article4696184.ecehttp://www.thehindubusinessline.com/features/weekend-life/bournvita-prepares-to-win/article4696184.ece
top related