post-launch survey of minute maid nimbu fresh
TRANSCRIPT
Kandhari Beverages Pvt. Ltd-Authorized Bottler of the Coca Cola Company
Post-launch survey of Minute Maid Nimbu Fresh
Presented by :Gurpreet Athwal
A1403109008MBA A & FB
Amity Institute of Organic Agriculture
Introduction to the CompanyKandhari Beverages Pvt. Ltd.(a franchisee of Coca Cola Company)
• The Company is engaged in the business of manufacturing, marketing and distribution of aerated water under franchise agreement with the Coca-Cola Company, USA
• Two mega bottling plants for filling soft drinks located at Village Nabipur, District Fatehgarh Sahib (Punjab) and Village Katha, Baddi, District Solan (HP)
• Present gross turnover of the company is approx Rs. 350.00 Crores
Introduction to the ProjectTitle: Post-launch survey of Minute Maid Nimbu FreshDuration: 2months (3rd May- 30th June)Description: To undertake post-launch survey, promotion and marketing of
the newly launched product, Minute Maid Nimbu Fresh. The study mainly focused upon gathering consumer feedback regarding the product and suggesting alternate promotional and marketing strategies
PROJECT PROFILE• OBJECTIVE 1: To gather customer feedback on Minute Maid Nimbu FreshRESEARCH METHODOLOGY
• OBJECTIVE 2: To undertake promotion of Minute Maid FreshRESEARCH METHOLOGY
• OBJECTIVE 3: To undertake marketing of Minute Maid Nimbu FreshRESEARCH METHODOLOGY
Collection of primary data.
Analysis of data;Enlisting observations
Recommendations and Suggestions
Setting up of stall Consumer awareness Recommendations and Suggestions
Target potential segment Record observations Recommendations and Suggestions
ANALYSISOut of total 130 consumers, 55 consumers or 42.30% of sample population is health conscious i.e. they prefer juices and juice drinks over carbonated beverages
OBJECTIVE 1- Observations and Analysis
Total number of consumers- 130
11-20 yrs
21-30 yrs
31-40 yrs
41-50 yrs
51-60 yrs
0
5
10
15
20
25
4
18
14
7
12
2324
18
8
2
HEALTH CONSCIOUS CONSUMERS
HEALTH CONSCIOUS CONSUMERS
CONSUMERS WHO ARE NOT HEALTH CONSCIOUS
ANALYSISThis survey shows lack of awareness amongst consumers regarding juice drinks
02468
1012141618
174 9 0
IMPLICATION OF TERM 'JUICE DRINK'
NO. OF RESPONDENTS
ANALYSISMaximum demand for MMNF lies in the range of 21-30 years, closely followed by the age group of 31-40 years
11-20 yrs 21-30 yrs 31-40 yrs 41-50 yrs 51-60 yrs0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
11 2115 7 3
11
9 12
3
3
4
83
2
1
2
11 9
5
2
8 7
6
1
NIMBOOZMMNFSLICEMAAZAFROOTI
19
11
NUMBER OF CONSUMERS WHO PURCHASE JUICES ON A MONTHLY
BASIS
YES
NO
ANALYSISFor 19 consumers out of 30, juices and juice drinks are a part of monthly purchased ration.The remaining 11 consumers purchase juices and juice drinks occasionally
ANALYSISOut of the 30 consumers surveyed, 13 believe that the best occasion to buy a juice drink is whenever they are thirsty.8 consumers believe that the best occasion to buy a juice drink is after a workout
8
54
13
BEST OCCASION TO BUY JUICE DRINK
AFTER A WORKOUT
WITH A MEAL
WHEN YOU SKIP A MEAL
ANYTIME WHEN THIRSTY
24
6
PREFER TO BUY READY-MADE NIMBU PAANI
BUY READY-MADE NIMBU PAANI
BUT HOME-MADE NIMBU PAANI
ANALYSIS•The above information shows that 80% of the consumers prefer to buy ready-made nimbu paani.•This shows scope of Minute Maid Nimbu Fresh in the market
11-20 yrs
21-30 yrs
31-40 yrs
41-50 yrs
51-60 yrs
0
5
10
15
20
25
30
35
20
35
25
89
7 7 7 75
CONSUMERS WHO HAVE TRIED MMNF
CONSUMERS WHO HAVE TRIED MMNF
CONSUMERS WHO HAVE NOT TRIED MMNF
ANALYSISOut of total 130 consumers surveyed, only 67 consumers i.e.51.53% have tried Minute Maid Nimbu Fresh- a MAJOR cause of concern
11-20 yrs
21-30 yrs
31-40 yrs
41-50 yrs
51-60 yrs
0
5
10
15
20
25
30
35
40
24
36
28
15 14
36
4
0 0
CONSUMERS WHO LIKED THE TASTE OF MMNF
CONSUMERS WHO DID NOT LIKE THE TASTE OF MMNF
CONSUMERS WHO LIKED MMNF
ANALYSIS•Out of total 130 consumers, 117 consumers i.e.90% consumers liked the taste of Minute Maid Nimbu Fresh.•Only 13 consumers i.e. 10% consumers did not like the taste of MMNF
Recommendation used by the company: Set up stall in Big Bazaar, Zirakpur to promote MMNF
OBJECTIVE 2- Observations and Analysis
With the help of personal interaction, information was gathered regarding variation in the taste in comparison to Nimbooz
Being the pioneer in the lemon juice drink segment, 7UP Nimbooz was considered as a benchmark for quality, taste, appearance etc
Consumers were curious to try and discover a new version of lemonade which is different from competitors
Most of the consumers who tried the product agreed that it matches up to its tagline ‘bilkul ghar jaisa’
In some areas of Mohali, Nimbooz is given more preference than MMNF due to the following reasons-• Absence of coca cola refrigerators• Low consumer demand• Low margins for shopkeepers• No schemes
Recommendation used by the company: To explore the potential of chemist market
OBJECTIVE 3- Observations and Analysis
Area surveyed: ChandigarhTarget segment: Chemist shops
Number of shops covered: 34 (10 sectors)
Lack of space in shops for placing visicoolers
Lack of awareness amongst consumers as well as shopkeepers in considering MMNF as a health drink
Most of the shops covered are near confectionery shops, so people prefer to buy juice drinks from those shops
RECOMMENDATIONS1. The population ranging in the age group of 20-40 years is set as target group. The various strategies that could be
adopted are enlisted below: IN COLLEGES• Poster-making competitions• Organize competitions like lemon-on-spoon race• Slogan-writing competitions• Organize road shows
AT WORK PLACES• Play quiz based on general knowledge• Providing MMNF samples during lunch and then taking orders for the same• Providing a gift like a pen set or note pad on purchase of 2 bottles of MMNF
FOR HOUSEWIVES• Organizing cooking competitions for preparation of lemon cocktails and beverages• Promotional schemes like buy one kg lemon and get a bottle of MMNF 2. To set up a MMNF personalized vehicle or small stalls3. Shift focus on untapped market segment- fresh juice bars4. To introduce bill-buster schemes for grocery shops-• On every purchase of grocery worth Rs 500, get a multi-serve pack of MMNF free• In order to introduce MMNF in households, a bottle of MMNF could be given free along with every purchase of
5kg atta/basmati rice• On purchase of monthly ration worth Rs 2500, get MMNF discount coupons worth Rs 90
5. Coca Cola visicoolers should be covered with transparent MMNF stickers6. It should be ensured that the topmost shelf of visicoolers is occupied by MMNF7. Internet search engines like Google, Yahoo and social networking sites like Orkut
could be used for promotion8. Nimbu Fresh could be made available at traffic signals9. Make MMNF available at fresh juice vendors10.Make a collage from Nimbu Fresh labels and post it to the postal address of the
company.11. Other promotional activities and schemes-• Introduce a newspaper advertisement in which Rs 3 would be given off when the
newspaper cutting would be shown to the shopkeeper• Collect 5 caps of Nimbu Fresh and get Rs 5 off on the next purchase of a bottle of
Nimbu Fresh• Print picture(s) of lemon, maximum 5, under the cap or on the back side of the
label or on a scratch card. The number of lemons revealed would be equal to the price deducted from the MRP
Enhanced Communication
skills
Hands-on experience of working in a big company
Out of comfort zone, into marketing
LEARNINGS
Exposure to corporate
presentations
Overall Personality
development
DISPLAY OF MMNF
Thank you