c:\users\user\desktop\britannia treat tiffin pack !!
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BRITANNIA TREAT
Research Presentation
Richa Misri 206Debisree saha 175
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FLOW OF PRESENTATION:
Introduction
Understanding kids who form Treat TG.
Findings from the research questionnaire.
Outlook of parents about TG
Outlook of teachers about TG
Take Away for Treat.
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OBJECTIVE OF RESEARCH
To find out how we can relate to the TG better by tailoring our
Communication to stem from their world & thus find out a new product to launch as an extension of Britannia Treat
(Britannia Tiffin pack )
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TARGET AUDIENCE
Treat is aimed at urban, affluent, SEC A+, SEC A kids aged between 7-12yrs.
Rohan is a 8 year old kid who plays pranks on his younger sister & friends. He is an active & naughty child . When he is in school, he longs for free periods .If he doesn`t get holidays from school ,he decides to take some on his own. He enjoys going to malls. He likes Treat because he gets free toys & goodies with it. He would rather save his money than spend it.
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SAMPLE SIZE
10 Kids
3 Teachers
2 Parents
SAMPLE SOURCE
Homes, malls & Toy stores.
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TREAT KIDS
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AN AVERAGE WEEKDAY OF A TREAT KID
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Wake up
Sid &
Sara !!
Eat breakfast &
get Ready for
school !!
Assem
bly,P.T
,
Prayers etc
Cla
sses
Short Break Classes Lunch
Break Classes
School
closes
lun
ch &
re
st
Stud
y (H
omew
ork)
Television, Play & Coach
Study(with dad
Mostly)
Dinner,
TV
Slee
p
Till School
After School
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WHERE CAN TREAT FIT IN THEIR LIFESTYLE? In breakfast ,kids either have only milk or prefer it
with cakes & pastries. Treat can replace cakes & pastries.
The short break (10.30 am -11 .00am ) is the time when kids were found to be buying chips & juice from the canteen. Treat can replace chips on health grounds.
Since ( 6 -7 pm ) & (8-9 pm ) is the time when kids are watching television ,Treat can utilize these time periods for its commercials etc.
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Q1. WHICH IS YOUR FAVORITE FOOD? Breakfast :
60% of kids (6/10) drink Bourn vita with milk. The rest have Boost,Complan,with sugar or plain milk.
50% of kids (5/10) prefer eating cakes & pastries in breakfast. The rest like egg puffs, sandwiches , Kellogg`s chocos or fruit loops.
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Short Break :
While no clear trend could be established,30% (3/10) of kids preferred eating chips (Lays & Kurkare ) with Juice or coke .The rest would buy chicken roll, corn, noodles depending on the availability in the canteen.
20% kids carry sandwiches from home for the short break.
Lunch & Dinner :
50% of the kids ( 5/10) liked to eat home made food for lunch & dinner.
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Q2. WHICH ARE YOUR TOP 5 CHOCOLATE BRANDS ?
0
0.5
1
1.5
2
2.5
3
3.5
Milkybar
Cadbury Diary Milk
Five Star
Kit kat
Bournville
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REASONS (VERBATIM)
Milky bar : “ It has milk”; “In mouth it melts” Cadbury Dairy Milk : “It is sweet” ; “ Has lots of flavors ,
one has nuts also” “ Milk & chocolate”
During interview many kids made thumb gestures of adding milk clearly suggesting excellent positioning on part of Cadbury`s dairy milk !
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Five Star :
“ Tasty means when we touch it at the tip of the tongue it gives me sweet taste” ; “ full of chocolate” ; “ I like the centre filling” “ I feel they fill honey in it” .
KIT KAT :
“ It is crispy” ; “I like the wafer” ; “I like the red color chocolates” (referring to the packaging).
Cadburys Bournville :
“ I like the ad ,the taste of the chocolate is not really good but still it is my favorite” ; “ latest chocolate” ; “ Mom also likes the dark chocolate”
Inference : Kids like Milkybar & Five Star. Both of them have melt in mouth properties( non –wafered) .Kids don’t show much inclination towards wafered chocolates like kit-kat.
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Q3.WHICH ARE YOUR TOP 5 BISCUIT BRANDS ?
0
0.5
1
1.5
2
2.5
3
3.5
Hide & seek
Parle-g
Britannia 50-50
Sunfeast
Little Hearts
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REASONS (VERBATIM) Hide & Seek :
“lots of chocolate & Chocó chips as well in my mouth”; Parle g :
“has milk Shakti” ;; “make from grains of wheat” Sun feast :
“ Gives more cream” ; Britannia 50-50:
“ tasty (sweet n crispy)” ; “enjoy with tea” ; “has salt in it” ; Little hearts:
“when we go in bus we can have” ; “has sugar in it”
Inference :
Kids enjoy the bursts of chocolate ( due to additional choco-chips) that they get while eating Hide & seek .
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TOP 5 CREAM BISCUIT BRANDS
4
3
2
1
Top BrandParle Kreams
Treat
Sunfeast
Bourbon
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REASONS(VERBATIM) Parle Kreams:
“ My father will bring” ; “my sister gives me new flavors” “ the shopkeeper will give”
Treat:
“ I like treat because they give a toy” ; Sun feast:
“it has got extra cream in it” Bourbon:
“me & my best friend both like”
Inference :
Kids are introduced to Parle Kreams through family members
& shopkeepers. This makes us question whether Parle is giving
incentives to shopkeepers & using aggressive distribution to push
Kreams.
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Q4.WHICH ARE YOUR FAVORITE CHANNELS ? 20% kids( 2/10) like watching Tom & Jerry on Cartoon
Network .
20% kids ( 2/10) like watching Art Attack on Disney channel .
40% kids (4/10) like Mr. Bean on POGO.
1 kid liked watching Hannah Montana .
Kids also like watching dance programs on television like Boogie Woogie, regional channels like Udaya TV ,Z Kanada & Ushe ( joke program ), Discovery , National Geography ( Man vs. nature ).
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Q5.YOUR FAVORITE CHARACTERS ON TV?
3
12
1
2 Fav. Characters
Mr.Bean
Mr.Magoo
Spongebob
Suite life of zac & cody
Chota bheem
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MR. BEAN
•A child in man`s body•Slow witted ,selfish•Ingenious ,likable buffoon•Unusual connivances to everyday tasks•Silent ,physical comedy•Trademark tweed jacket & skinny tie.
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MR. MAGOO
•Wealthy ,short statured •Retiree ,refuses to admit he has myopia•Subsequently people think he`s a lunatic•He gets into real sticky situations•Kids imitate his voice as its very nasal.•Mcbarker,the talking bull dog also has poor eyesight!!
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SPONGEBOB SQUARE PANTS
•Has adventures with his friends in the underwaterSea city called bikini bottom•Extremely energetic, optimistic•Has a dim witted friend Patrick & jealous neighbor Squidward•Laws of physics are violated for comedic value•Distinguishing Hawaiian music liked by kids.
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THE SUITE LIFE OF ZACK & CODY
Cody martin : •Calm, mature, smarter twin,•he gets straight A`s•Gets talked along into Zack`s SchemesZack Martin :•Unstudious,outgoing,immature twin•Dresses in skater clothes•Takes advantage of his teachers
London Tipton :•Dim-witted, spoilt ,richTeenager•Wears designer clothes,•Faces detention from schoolmost of the timesMaddie Fitzpatrick:•Candy counter girl, smart,•Hardworking & intelligent•Supporter of environmental causes•London`s closest friend who treats her like a servant
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CHOTA BHEEM
•Brave, strong & intelligent •Rival Kalia has 2 sidekicks Dhollu & Bhollu,plots againstBheem but never succeeds•Children in dholapurlook upto him to solve problems• Good animation•New content in rural settings
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KRISHNA , CHOTA BHEEM ARE THE NEW CARTOON IDOLS FOR CHILDREN !!
Leading the kids pack for several months now has been Chota Bheem, a show that runs on Pogo, one of the two children’s channels run by Turner International, a unit of Time Warner Inc.
According to TAM Media Research Pvt. Ltd, a television audience measurement firm, the show is ranked No. 2 for the week ended 7 November.
Of the other channels in the space, Nick shows Little Krishna in Hindi and English while Kids Media India Pvt. Ltd’s Spacetoon channel is planning a slew of mythological cartoons next year.
Source : LIVE MINT.COM ( Nov 13,2009)http://www.livemint.com/2009/11/13221216/Krishna-Bheem-are-
the-new-car.html
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INFERENCES: Kids have a soft corner for the underdog (Mr. Bean &
Mr.Magoo)
They have instant bond with funny characters.
They appreciate hard work & intelligence ( Cody & Maddie )
Boys aspire to be strong ( Chota Bheem )
They don`t mind a little selfish behavior ( Mr. bean )
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Q6.WHAT SITES DO YOU VISIT ON INTERNET ?
70% kids (7/10) use Google for their project work.
40% kids (4/10) use Face book for networking with friends .
Enjoy games like Farmville & café world.
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Q7.WHICH BOOKS DO YOU READ?
30%(3/10) kids enjoy readingTinkle .
20% (2/10) kids like champak.They are available in most schools.
Fortnightly Subscriptionmagazines
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Q8.WHICH ARE YOUR FAVORITE MOVIES ?
HOLLYWOOD:
“ They go 2 new Places”
“At night he`llBecome ghost”
“ I like Animals”
“Funny movie”
“I like the singing”
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INFERENCES FROM PARENTS
Many parents don’t like taking their kids to malls because they
think that kids will start demanding things that they can`t afford.
Parents encourage kids learning multiple talents like singing ,dancing, sports etc.
They buy them puzzles & games that encourage using mind. Some parents buy piggy banks for the kids & put one rupee
everyday in it so that they can buy gifts for their children from it later.
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INFERENCES FROM TEACHERS ..
Short Break : “ They have juice & chips . If they biscuits mostly they can be found eating Oreo, Pure Magic or cream biscuits like Parle Kreams”
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About the TG :
a. I think 10-11 yr old girls are crazy for Hannah Montana. I find Barbie stickers on their notebooks.
b. Girls bring UNO cards & Boys bring their power cards . Sometimes they draw their own power cards & assign powers to them & give it to their friends .
c. Boys like to mix with entire class but girls are more into groups.
d. There is a clear difference in kids whose both parents are working & ones with one parent working. They can see whatever they want
on television !!
What do kids carry with them to school picnics: “ Most of them carried chips like Lays & Kurkare .In biscuits you can find them with Milano mostly & chewing gums”
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TAKE AWAY FOR TREAT In breakfast ,kids have only milk Treat can be a healthy
breakfast supplement.
The short break is the time when kids were found to be buying chips & juice from the canteen. Treat can replace chips on health grounds.
Since ( 6 -7 pm ) & (8-9 pm ) is the time when kids are watching television ,Treat can utilize these time periods for its commercials etc.
A large number of kids were using face book for games . This suggests numerous possibilities for Treat visibilities like : Treat community on Face book , tie up with popular games like café world etc.An application can be created where kids can create their own treat ,add flavors to it etc.
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Kids are introduced to Parle Kreams through family members
& shopkeepers. This makes us question whether Parle is giving
incentives to shopkeepers & using aggressive distribution to push
Kreams. A research should be conducted on the same along with
the area sales person from client.
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CONCLUSION
Hence we can see that there is a need for a healthy Tiffin pack that Modern day moms (short on time ) need for their kids . Hence we launch
BRITANNIA TREAT TIFFFIN PACK…….