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This ppt is for a project which i did for MSL India, Ahmedabad. MSL India handed me one of its client Kitchen Xpress to do research on. The sample size was 120 out of which 90 was urban and 30 rural. The areas which I covered under my research was Ahmedabad. Urban areas like Chandkheda, Sabarmati, Maninagar, Gurukul Road, Bodakdev, Satellite. Rural areas like Shilaj, Bhadaj, Ghuma, Bopal Gaam
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Market Research of Kitchen Xpress Spices for urban and rural consumers
Rinnie George
12BSP1742
Flow of presentation
MSL India
Advertising Agency
Hierarchy of MSL India
Clients of MSL India
Kitchen Xpress Oversees Ltd.
Research objective
Products of KXOL
SWOT Analysis
Porter five forces analysis
Research methodology
MSL IndiaEstablished in 1999
Earlier known as Hanmer and Partners
Part of Publicis Groupe(world’s third largest advertising holding companies)
In 2008 merged with MSL Group
MSL India comprises of Creative + and 20:20 MSL
Advertising agency
Departments of an ad agency:
Creative Department
Client Services
Media Department
Production Department
Hierarchy of MSL India
CEO
Vice President
Associate Account Director
Account Manager
Senior Account Executive
Account Service
Executive
Senior Copy Writer
Copy Writer
Junior Copy Writer
Senior Art Director
Senior Visualizer
Visualizer
Senior Graphic Designer
Senior production Manager
Production Assistant
Clients of MSL India
Kitchen Xpress Oversees Ltd. (KXOL)
Earlier was a part of RamdevKnown as Ramdev ExportsIn the year 2002 it separated from Ramdev- Swad MasalaChanged its name to Kitchen Xpress in 2006Owned by Mr. Chirag PatelGaurang Trivedi- General Manager(Marketing)Nikhil Pandya-Marketing Manager
Research Objective
• To find out the customers’ perception between packed spices and loose spices
• To find out the best medium of advertising to gain customer attention
• To find out why customers prefer loose spices instead of packed ones
• Top of the mind recall of customers when it comes to branded spices
Products of KXOL
Basic spices:
Chili Powder
Turmeric Powder
Coriander Powder
Coriander Cumin Powder
Blended Spices:
Garam Masala
Sambhar Masala
Pav Bhaji Masala
Pani Puri Masala
Chaat Masala
Threats:1) Big players like Ramdev, Everest pose a threat.2) Local brands such as Siddhi Masala, Pistol etc.
SWOT Analysis of KXOL
Porter Five Forces Analysis
Intensity of competitive
rivalry
Threat of new entrants
Bargaining power of buyers
Bargaining power of suppliers
Threat of substitute products
Research Methodology
Questionnaire Preparation
Sampling and data collection
Data Analysis
Buyers of spices
71%
14%
13%3% Me
Mother
Husband
Other
Percentage of packed and loose spice users
30%
70%
Packed SpicesLoose Spices
Reason for using packed spices
29%
4%
40%
10%
10% 6%
Taste Color Consistent QualityPackaging Assured Quantity Other
Usage time period
17%
15%
42%
26%
1 month- 6 months 6 months- 1 year1year- 3 years 3 years- 5 years
Most effective medium of communication
33%
3%27%
28%
7% 2%
TelevisionRadioNewspaperRetailerHoardingOther
Place of purchasing spices
37%
16%
41%
6%
Local Provision StoreSupermarketWholesalersSeasonal Tents
Most preferred quantity
24%
14%
42%
19%
100gms-500gms500gms-1kg1kg-3kgs3kgs-5kgs
Adulteration in packed spices
18%
37%
45%
YesNoCant Say
Problems with loose spices
11%
21%
61%
7%
Bad tasteWorms in spicesChange in colorOther
Viewers of kitchen Xpress ads
33%
67%
YesNo
Findings
Ramdev has very deep penetration in the customers mind
Customers not aware about the defects in loose spices
Men form a very large percentage of spice buyers
Stores keeping expired packs of spices
Limitations of the research study
Respondents not cooperative
Only Ahmedabad area is covered
Language barrier
Secondary data may contain error
Human error
Recommendations
More focus on below the line activities
Brand name must be written in Gujarati language as well
Message must be made clear in TVC
Increase the number of TVC
Make KXOL available in provision stores
Set up Kiosks in malls
Social Media Marketing
Arrange contests for radio listeners
Sources of information
http://india.mslgroup.com/
http://en.wikipedia.org/wiki/Publicis
http://www.kxol.in/domestic.html
http://www.kxol.in/facilities.html
http://en.wikipedia.org/wiki/Mahashian_Di_Hatti
http://www.gandhispices.com/corporate-info-the-company.htm
http://www.jalarammasala.com/profile.php
http://shasthasystemsandsolutions.com/shasthaonlinegrocery/index.php?route=product/product&product_id=455
http://www.census2011.co.in/census/district/188-ahmadabad.html
http://theglobaljournals.com/paripex/file.php?val=NjEw
http://www.business-standard.com/article/markets/food-safety-issues-worry-indian-spice-industry-112021100069_1.html
http://www.business-standard.com/article/markets/coriander-up-more-than-1-on-rising-demand-113042900296_1.html
THANK YOU