market share of tetrapak milks
Click here to load reader
Post on 28-Nov-2014
Embed Size (px)
Title: Market share of tetrapak milks Subject: Marketing ResearchMasters of business administration Session: 2009-2011
Submitted By: Javeria AminRoll no: 09 MBA 3rd Semester
Submitted to: Sir khurram Siddique
Department Of business Administration Minhaj University Lahore Date: 12th July 2010.
Contents:1. Project objective. 2. Introduction to tetrapak milk. Olpers Milkpak Nurpur Haleeb 3. Research Process 4. Research Design 5. Analysis of tetrapak milks. Analysis of Olpers. Analysis of NestleMilkpak. Analysis of Nurpur. Analysis of Haleeb 6. Analysis of milk. 7. Final project analysis. 8. Conclusion. 9. Recommendation
Project Objective:This project is assigned to me by Sir Khurram Siddique. The objective of the project is to conduct research on the market share of tetrapak milks and to analyse the reasons of people liking for tetrapak milk.
Introduction To Tetra Pak Milks:Tetra Pak's innovation is in the area of aseptic processing liquid food packaging which, when combined with ultra-high-temperature processing (UHT), allows liquid food to be packaged and stored under room temperature conditions for up to a year. This allows for perishable goods to be saved and distributed over greater distances without the need for a cool chain. The tetrapak milks examples are Olpers milk, Nestle milkpak, Nurpur and Haleeb. A slight introduction of them is given below;
Olpers Milk:Engro foods limited is subsidiary of Engro Chemical Pakistan Ltd. Engro Foods started its business operations in March 2006 and with the successful launch of Olpers Milk, Tarang, Olwell, and Olpers cream, it has established itself as a major player in the foods business. Olpers milk is a UHT milk which is available in four sizes; 250ml, 500ml, 1000ml and 1.5ml (Extra large)
Nestle Milkpak:Nestle has been serving Pakistani consumers since 1988, MILKPAK is a standardized UHT milk and is a trusted brand known throughout the country for its nutritious wholesome goodness and pure natural taste. MILKPAK is now fortified with extra strength of Iron, Vitamin C and Vitamin A.
Nurpur:The company was incorporated in 1985. A wholesome life is what Nurpur stands for with Health, Energy and Taste, being the vital ingredients. Nurpur is Ultra High temperature treated milk which can be kept outside the refrigerator for three months. Packed in 250ml, 500ml, and 1000ml volumes in Tetra Packing.
Haleeb:Haleeb Foods was established in 1986 and its first product was Haleeb milk. Haleeb is pasteurized, homogenized, and standardized pure UHT milk. Packed in easy to open, 6-layered Tetra Pak Slim Brick Aseptic packaging, it comes with a 3 months shelf life. It is available in three sizes 250 ml, 500ml and 1000ml.
RESEARCH PROCESSThe following are the steps of the research process; STEP 1: Problems /opportunities Opportunity will be to get the knowledge of tetrapak milk market share and the reason why people like it so that further new innovations can be created. STEP 2: Data collection Primary data collection method, survey will be used in this project. Survey method will be self administrated questionnaire. STEP 3: Data processing Research will be formed through which the research processing will be conducted. Research design is attached at the end: STEP 4: Results Results of the research will be compiled in the final analysis and they will show which tetrapak milk is covering the most of the market share. STEP 5: Research report Research report will be presented to Sir Khurram Siddique.
Research Design:The following are the steps of research design; STEP1: Define Opportunity: Opportunity will be to get the knowledge of tetrapak milk market share and the reason why people like it so that further new innovations can be created. STEP 2: Estimate the value of information: The information gained form this research will help me in future and also help me to learn how the research is conducted? STEP3: Type of research: Basic research will be conducted, which will be regardless of any organization and brand. STEP 4: Select data collection method: Primary data collection method, survey will be used in this project. Survey method will be self administrated questionnaire. STEP 5: Select measurement techniques: The measurement technique used here is Category scale (Rating Scale), which provides multiple options to elect a single response. STEP 6: Design the questionnaire: Through questionnaire the information will be collected regarding the market share of the tetrapak milks and the reasons why the people like them? And the target respondents will be the students. A questionnaire sample is attached to it at the end of the design. STEP 7: Select sample method: Population will be students and the sample size selected is of 100 students. STEP 8: Select analytical approach: Analytical approach used will be Microsoft Word and Microsoft Excel. STEP 9: Evaluate the ethics of research: The research will be bias free and will be my personal research, which dont have any link with the companies.
STEP 10: Specify the time and financial cost: The time taken to complete the research will be 3 weeks and the cost incurred will be Rs. 500. STEP 11: Research proposal: The research proposal will be presented to Sir Khurram Siddique.
Marketing Research Research Conductor:Javeria Amin Roll # 09 MBA 3rd Semester Information filled by respondent Name:______________________________ Profession: -Student -Employee Age:________________ -Other____________________________
Project Coordinator:Sir Khurram Siddique
Research Question: Determine the market share of tetrapack milk and why people like it?Q1. Which tetrapack milk you use? -Olper - Nestle Milkpak -Nurpur Q2. You like this milk because of? -Taste -Thickness -Quality -Haleeb -Price
Q3. Which size pack you mostly purchase? -250ml -500ml -1000ml -Extra large Q4. Is it easily available to you? -All stores -Bakeries -Everywhere -Few stores -Newspaper -Magazines
Q5. Have you seen its Ads & commercials? -TV Ads -Pamphlets -Billboards -Shops display Q6. How many family members you are? -2 -4 -6 -More_____________ Q7. Who like it the most in the family? -Children -Teenagers -Adults -Aged Q8. For what purpose you use it? -Tea -Dessert -Simple -Shakes Q9.What is your weekly consumption of milk? -Less than 3litre - 3litre -More than 3litre
ANALYSIS OF TETRAPAK MILKS:The following is the analysis of the tetrapak milks;
Olpers Milk:The following is the analysis of the Olpers milk;
Which tetrapack milk you use? No 1 Option Olpers milk No. of respondents 25
Olper's Market Share 30% 25% 20% 15% 10% 5% 0% Olper's Percentage
Out of 100 respondents 25 respondents selected Olpers which shows that the market share of Olpers milk is 25%
You like this milk because of? No 1 2 3 4 5 Options Taste Thickness Quality Packaging Price No. of respondents 12 5 8 0 0
14% 12% 10% 8% 6% 4% 2% 0%
12% 8% 5%Response
0%Taste Thickness Quality Packaging
Graph shows that out of 25 respondents 12% like it because of taste, 5% because of thickness, 8% because of quality and 0% because of packaging and price.
Which size pack you mostly purchase? No. 1 2 3 412% 10% 8% 6% 6% 4% 2% 0% 250ml 500ml 1000ml 1.5ml 5% 3% Response
Options 250 ml 500ml 1000ml 1.5ml (extra large)
No. of respondents 6 5 11 311%
Graph shows that out of 25 respondents, 6% respondent purchases 250 ml, 5% purchases 500ml, 11% purchases 1000ml and 3% purchases 1.5ml (extra large)
Is it easily available to you? No. 1 2 3 4 Options All Stores Bakeries Everywhere Few Stores No. of respondents 15 0 10 0
16% 14% 12% 10% 8% 6% 4% 2% 0%
0% All Stores Bakeries Everyw here
0% Few Stores
Graph shows that out of 25 respondents, 15% respondents easily avail it from all stores, 10% from everywhere and 0% from bakeries and few store.
Have you seen its Ads & commercials? No. 1 2 3 4 5 6 Options Tv Ads Pamphlets Billboards Shops display Newspaper Magazines No. of respondents 24 0 7 6 9 4
30% 25% 20% 15% 10% 5% 0% 0% Tv Ads Pamphlets Billboards Shops Display New spaper Magazines 7% 9% 6% 4% Response 24%
Respondents selected multiple options which shows on the graph that they have seen maximum ads and commercials through Tv Ads 24%, Pamphlets 0%, Billboards 7%, shops display 6%, newspaper 9% and magazines 4%.
Nestle Milkpak:The following is the analysis of the Nestle Milkpak;
Which tetrapack milk you use? No. Option No. of respondents 1 Nestle Milkpak 41Nestle Milkpak m arket share 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 41%
Out of 100 respondents 41 respondents selected Nestle milkpak which shows that the market share of Nestle milkpak is 41%
You like this milk because of? No. 1 2 3 4 5 Options Taste Thickness Quality Packaging Price No. of respondents 13 5 20 0 3
25% 20% 20% 15% 10% 5% 5% 0% 0% Taste Thickness Quality Packaging Price 3% 13% response
Graph shows that out of 41 respondents 13% like it because of taste, 5% because of thickness, 20% because of quality, 0% because of packaging and 3 % because of price.
Which size pack you mostly purchase? No. 1 2 3 4 Options 250ml 500ml 1000ml 1.5ml (extra large) No. of respondents 18 12 11 0
20% 18% 16% 14% 12% 10% 8% 6% 4% 2% 0%
0% 250ml 500ml 1000ml 1.5ml
Graph shows that out of 41 respondents, 18% respondent purchases 250 ml, 12% purchases 500ml, 11% purchases 1000ml and 0% purchases 1.5ml (extra large)
Is it easily available to you? No. 1 2 3 4 Options All stores Bakeries Everywhere Few stores No. of respondents 15 0