INDIAN PRODUCTS LIMITED (A)

Case Analysis

Submitted by Group 3, Section A

Anirvaan Ghosh12DM-044

Dharma Teja Surbhi12FN-043

Sarthak Mukkar12IB-041

Jency Mary John12DM-065

Tripti Bansal 12FN-146

Sameer Doda12DM-126

Saurabh Dang12FN-133

CASE BRIEF

Launch of new Small Pack Refined Oil by Indian Products Limited (IPL)

IPL- Refined groundnut oil, Market share of 40-45% in SPRO

Total Cooking Medium Market

Ghee Vansapati

Oil

SPRO market• Bulk Packs major acceptance in

market• Loose fats were sold from bulk pack• Loose fat cheaper from packed small

packs• SPRO market declining or stagnating• Increasing brand proliferation in

SPRO market• Arrival of new oil : Sunflower, corn

etc in SPRO• Specific consumer benefits like

health benefits were advertised

OBJECTIVES

• Assessing opportunity for new brand

• Determining best product concept in terms of consumer appeal and acceptance

• Study Flow:

• 3 phases of study

• Sunflower oil and Corn oil were selected

PHASE 1

• Identify attributes/benefits

• 18 attributes were identified

• Attributes which were not provided

by corn and sunflower oil were

discarded

• 8 Attributes were finalized

PHASE 2

Generation of concept statements based on attributes/benefits of phase 1

4 Product concepts identified

Taste Health

Nutrition Economy

PHASE 3

Survey of personally administered questionnaire

Sample: Consumers who could use refined oils like urban, educated households, primarily housewives.

Aimed at studying Current usage Reasons for use Ranking and Rating of objectives Uniqueness, believability, buying intention,

Overall rating for concepts

CASE ANALYSIS

Questionnaire is designed keeping in mind the respondents profile. Since majorly respondents are housewives to make it a little simpler alongside with questions cards were used.

This reduces ambiguity while responding. One of the flaw in this questionnaire is that its too

lengthy and forces the respondent to think too much

Respondent might abandon the interview in between or might respond in disinterested manner

Most of the questions ask for rating like Q4. Questions range from dichotomous to multiple choice questions

CASE ANALYSIS CONTD…

Questionnaire follows a logical scheme.

For Eg: It starts with the very basic question of what cooking medium one uses. It sets the context of the study

Than it pass on to the question if packed refined oil is used. Here funneling approach is used where first broad based questions are asked later narrowing it down to more specific one.

It also provides an option of terminating the survey if in case the respondent is not the user of packed refined oil, thereby saving time and cost of the survey.

CASE ANALYSIS CONTD… Q.6. gives consumer a chance to mention any other

attribute that might have been missed in Q.5. It will also help in analysis and preparing any such questionnaires in the future where we can accommodate the relevant attribute mentioned by the consumer.

Q.8. tries to measure brand loyalty. As the concept of brand loyalty cannot be asked directly the question does this very well.

In such a question we need each option to show a different level of brand loyalty. But we believe that the first two options give us almost the same level of brand loyalty.

CASE ANALYSIS CONTD…

The first option and the second option both indicate that the consumer will buy only his brand, and not any other brand. So how do we differentiate their extent of loyalty? We suggest that the second option be changed to the below,

Option 2: I will wait as long as possible for the brand to be available at my store; else I will buy some other brand from my store.

Now this person though loyal to his brand will buy some other brand if his preferred brand is not available at his convenience. This indicates that he is not as loyal as the person who selects the first option (who would keep on looking at other stores until he finds his brand). Now we have a clear distinction amongst the two options w.r.t the extent of brand loyalties.