CONSUMPTION JOURNAL

By

TIRTHANKAR

SUTRADHAR

1421427 | M2

Date Product Description of

Activity

Reason for the

Activity

Feelings/ Thoughts/

Actions

2nd

June

2015

Patanjali

Cornflakes

I went near AXA

building at BTM 2nd

stage, and crossed the

road to reach the

Patanjali store. I

waited in the que

which had a huge

rush. When my turn

came I asked for the

Cornflakes and the

stock was readily

available. I purchased

the product.

My father who is a

great fan of Swami

Ramdev and His

indigenous products,

suggested me to

purchase from

Patanjali once my

current stock of

Kellog’s Cornflakes

gets over.

Feelings:

Excitement: Since I was

going to try the new

brand of cornflakes for

the first time, I was

excited to purchase the

same and to taste and

Thoughts:

I was desperately hoping

that it does not taste bad.

Actions:

I have appreciated my

father for his suggestion

and have recommended

the product to my friends

and my roommate.

2nd

June

2015

Cycle

Agarbatti

I was at More

Supermarket when I

came across the brand.

It was not pre planned

but I bought it as my

previous stock was

already going to

replenish very soon.

For praying after my

daily bath and

offering my

thankfulness to the

almighty. A room

filled with fragrance

calms the mind while

praying.

Feelings:

Satisfied: Since I am a

regular purchaser the

product I was satisfied

with the purchase and

there was no extra

feeling as I already knew

the quality of the

product.

Thoughts:

There was no special

thought other than using

it after bath during

prayer as this was a

routine thing to do.

Actions:

I used the agarbattis soon

after the current stock

was over.

3rd

June

2015

Hit Spray I was being disturbed

mentally by the sight

of cockroaches

running here and there

in my kitchen and

bathroom. Moreover

the very thought of

hygiene being

compromised made

me think to purchase a

Hit Spray. I want to

the nearby kirana

store and purchased

the product.

I was in need of the

same as my kitchen

have become a

private den for

cockroaches.

Feelings:

Satisfied: I liked the

packaging of the product

and the thin pipe that

they have given for

deeper reach.

Thoughts:

Decided that I will go for

the same variant next

time.

Actions:

I use it very frequently to

keep my room and

kitchen free of

cockroaches.

5th

June

2015

Text Book:

Marketing

Channels

We were supposed to

buy books from

college, since Christ

University stopped

providing books for

free from this year, so

according to the

suggestion of my

classmates I went to

Avenue road to

purchase the

prescribed book.

Academics needs for

4th trimester in Christ

University Institute

of Management.

Feelings:

Satisfied: Since I got the

book at a reasonable

price, as compared to a

new edition, I was

satisfied with my

purchase.

Thoughts:

There were no special

thought at the moment of

purchase since it was a

compulsory purchase for

me.

Actions:

I have recommended the

purchase venue to my

friends and classmates

6th

June

2015

Dove anti-

Hairfall

shampoo

I visited Swaraj

Hypermarket near

Tavarekere Bus stand.

I was looking for

Himalaya anti hairfall

shampoo but the same

was not available in

the hypermarket. I

decided to buy Dove

anti hairfall shampoo

instead. The price was

almost the same,

hence I bought it.

This was a purchase

which was basically a

substitute for my

regular brand of my

preferred shampoo. I

had to buy it because

I had run out of the

previous one.

Feeling:

Disappointed: that I did

not get my preferred

brand of shampoo.

Intrigued: at the kind of

product I was taking

home as it was different

from what I had ever

used.

Thought:

Was hoping that change

in the product does not

affect my hairs.

Action:

Asked my friend, who

was accompanying me in

shopping, about his

knowledge about the

brand before the

purchase.

Post Purchase, I started

using the product.

6th

June

2015

Topramen

Yummy

Masala

Maggi was my

favorite fast food and

the quickest dish

which could be

prepared in no-time.

But since its absence

from the store, I use

Topramen in order to

make quick evening

snacks. I bought 8

My stock for instant

food replenished and

for the same I went to

the supermarket for a

large purchase (in

volumes).

Feelings:

Pleased: I was pleased

with the purchase and the

taste seems to be at par

with Maggi if not more.

Thoughts:

I was confused whether

to buy the product or not

as I was a loyal fan of

packs from Mythri

Super Market

Tavarekere and went

there to buy

specifically that

product.

Maggi and was afraid

that other noodles might

not curb my appetite for

yummy taste that Maggi

provided me.

Actions:

I consumed all the 8

packets of Topramen,

and purchased 5 more at

the end of 2 weeks

approx.

8th

June

2015

A pack of

Classic

Mild

I was desperate for a

smoke as I haven’t

smoked since

morning. I went to the

shop near by my flat at

Tavarakere.

I was having a

headache and I

thought to have a

smoke.

Feelings:

Delight: Since my body

was badly clamoring for

a smoke, I was extremely

delighted after the

purchase.

Thoughts:

I had so many options to

make this transaction

because there are so

many shops in my street

but I went my regular

shop because over a

period of time I have

developed a sense of

personal bonding with

the shop keeper.

Actions:

I am planning to

purchase more of it, and

keep some as a stock for

future needs.

11th

June

2015

Ashirvaad

Aata

I was going to cook

my lunch, but there

was no flour left in the

container, so I went to

a grocery shop to

purchase 5 kg of flour

I planned to make

chapattis for my

lunch and there was

no stock of flour in

my room.

Feelings:

There were no feelings

out of the ordinary since

this was a normal

purchase.

Thoughts:

To get more than 1 kg of

flour so that it can last

over a period of 3 weeks

and I do not have to go to

the shop again and again.

Actions:

Found nearest shop and

purchased the flour.

17th

June

2015

Nivea

Fresh

Active

Deodorant

I saw the

advertisement of

Nivea Fresh Active. It

promised that it

fragrance lasts for 48

hours, so I thought of

trying it once.

When I was in Big

Bazar, went for

buying monthly

grocery, while

loitering around I

went into the deo

section where I saw

this bottle of Nivea

deo I recalled that ad

and picked up that

bottle.

Feelings:

Excitement: Since the ad

created much hype in my

mind, I was highly

excited to purchase the

same and use it.

Thoughts:

I was thinking about the

smell and to test the

claim made by the

company.

Actions:

I use it regularly since

the day of my purchase.

19th

June

2015

Bourn Vita I was in Big Bazar

buying my monthly

grocery, there I picked

up this mega pack of

Bourn vita Rs.380

I drink milk daily in

my breakfast and

bourn vita adds a

brilliant taste to it,

although I had some

of it in my kitchen but

Feelings:

Satisfied with the

purchase

with 10% discount on

it.

I chose to purchase it

as I was buying my

whole months

grocery.

Thought:

Delicious taste with 10%

of discount and

undisturbed availability

throughout the month.

Actions:

Having bournvita daily

with milk.

23rd

June

2015

Xiomi Mi 3

My brother and my

friends suggested this

phone is quite good in

terms of

specifications and

performance as well

so I placed the order

online on flipkart.com

for this phone.

My previous phone

Micromax A116

went out of work

because I dropped

that in a bucket full of

water.

Feelings:

Delight: I received the

package within 5 days of

my order. Video display

and sound Quality is

excellent.

Thoughts:

I was looking for a

smartphone with

moderate specification

and reasonable price. My

friends and brother who

are actually using this

phone recommended this

phone to me which is

available at a very

reasonable price of

below 10 k. But skeptical

about the warranty as

there is no advertisement

or proposition availed by

the company in India.

Actions:

I have started showing

off my new phone to my

friends like a teen ager

and I am taking pride to

won the product.

22nd

June

2015

Dove Soap I visited Swaraj

Hypermarket in

Tavarekere Road. I

looked specifically for

Dove Soap bar whci

comes in a pack of 3

and bought it.

It was a preemptive

purchase because this

is the soap brand I

purchase. I had run

out of it hence had to

buy a new one.

Feelings:

There were no feelings

out of the ordinary since

this was a normal

purchase.

Thought:

There was no special

thought other than using

it while bathing.

Action:

Used it while bathing.

25th

June

2015

Customized

Tee Shirt

I like browsing and

gifting close friends

on special occasions. I

prefer doing it online

rather than take the

pain to look for a gift

in physical stores.

I was just browsing

customized gifts for

my friend as his

birthday was

approaching. And I

found this website

where they sell

customized Tee-

shirts for a lesser

amount compared to

other sites that were

offering the same

product with

customization.

Feelings:

Happiness: I was happy

to find a product at a

lesser rate and which

included the shipping

cost as well. Compared

to traditional shops and

other sites I got the tee

for gifting just Rs.349.

Happy Deal.

Thoughts:

It was an intelligent

decision and worth the

amount.

Actions:

My friend was very

excited and happy on

receiving the gift on his

birthday.

28th

June

2015

Black Dog This is my favorite

brand when it comes

to party with friends

over the weekend. On

For partying with my

friends that evening.

Feelings:

Happiness: I was happy

to find the brand at a

the same evening, I

went to Madhuloka at

BTM 1st stage,

searched for the

whisky brand and

purchased it on lesser

price as there was an

off going on there.

lesser rate compared to

traditional shops.

Thoughts:

The major thought that

was prevailing my mind

was the notion of guilt to

spend such a high price

for just one evening of

partying. But was

relaxed instantly when

my friends stretched

their helping hand to

share the cost.

Actions:

I consumed Black Dog

whisky on the evening,

and it was a nice time

spent with my friends.

29th

June

2015

A formal tie

from

Pantaloons

I was in a no mood to

purchase another tie

as I am already having

12 of my own, but a

message popped up in

my inbox on the same

day about flat offer on

apparel. I went to

pantaloons at Gopalan

mall, Banergatta just

for window shopping

with a friend of mine.

Flat 30% off was

offered on apparels

and a message was

sent to my mobile

mentioning the same.

Feeling:

Excited: about wearing it

to college the next day

Thought:

Thoughts about being

smartly dressed like a

professional.

Action:

Wore it to college next to

next day of purchase.

2nd

July

2015

Non-leather

Jacket (for

long rides)

I went to Jayanagar

Central Mall to have

evening snacks at

McDonalds. After I

was done with my

burger and coke I

There was no reason

whatsoever, as it was

not a preemptive

purchase. It was more

of an impulsive

purchase though the

Feelings:

Fear and Excitement: I

was afraid about how my

parents would react but

that feeling was masked

decided to do some

window shopping and

went to the men’s

section in second

floor. I had no idea

that I will fall in love

with this amazing

jacket which was

priced at Rs.3499. I

had a second thought

but I couldn’t resist

the thought of buying

it. I eventually did

made the purchase,

but I got Rs.1000

discount on the same

as I was carrying two

Rs.500 discount

coupons in my wallet.

product placement

did not fit the usual

action of impulsive

buying. It’s just that I

really longed to have

a nice l jacket which

wasn’t made of

leather, as I do not

wear leather or fur

and I must say,

though it was way out

of my budget for that

month I couldn’t help

myself but to buy it.

by the excitement about

wearing the jacket.

Thoughts:

I was thinking of the

various places I will go

with my bike wearing the

jacket and the feel that I

would get while riding

wearing the same.

Actions:

The purchase of the

jacket gave me as good a

feeling I had ever got

after a purchase. It made

me feel elated at the

same time. I decided that

if the product is worth it,

of course taking into

consideration the brand

name, it’s no harm

buying such products

occasionally.

2nd

July

2015

Achi

Chicken

Masala

I wanted to prepare

chicken on that day,

but there was no

chicken masala in my

room. So I went to the

nearest kirana store

and purchased a 100g

pack of the masala.

To prepare Chicken

for my friends as I

invited them to my

place.

Feelings:

Relief: I was in need of

the product at the

moment. So I was

relieved for the right

time to find a shop close

by.

Thoughts:

It was a quick decision to

make and so the thought

of buying the spice was a

good one.

Actions:

I immediately came to

room and started

preparing the chicken.

3rd

July

2015

Customized

key ring

A friend had

recommended me a

website that provides

custom made

products. I did not

have a key ring for my

bike and was surfing

through their

collection and

stumbled upon this

product, I was amused

by its unique quality

customized with a

picture of my choice

and ordered it.

The previous key ring

I had was lost due to

my negligence. Since

then I was on the look

for a new ring but I

was just lazy to go

and get it from a

store. This website

persuaded me to buy

it since I had a need

for it as well as its

unique quality.

Feelings:

Delight: I received the

package within 3 days of

my order. The product

was actually working

exactly as it was

supposed to.

Thoughts:

I just hope that I will not

lose the product at a later

point of time.

I believe it was worth the

money since the website

gave me a discount of

30% as this was my first

purchase on the site

Actions:

I am planning to gift one

for a close friend of

mine.

I have spread to word

and recommended the

site to many of my

friends

4th

July

2015

A whisky

glass

I roamed around a few

shops in BTM 1st

stage to get a new

drinking glass for

myself. I finally

bought one at a shop

where he was offering

it for Rs.110.

The glass that I used

previously, broke

while stacking it up

my kitchen, so I had

to buy a new one.

Feelings:

There were no feelings

out of the ordinary since

this was a normal

purchase.

Thought:

I was thinking of

handling this one with

more care this time, as it

was not the first time that

I broke a glass.

Actions:

I enquired the

shopkeeper about the

price of the glass.

After the purchase I

looked for a safe place to

keep the glass from

where the chances of it

falling to the floor and

breaking are the less.

5th

July

2105

GoodLife

Milk

(200ml, 10

packets)

I always run out of

milk, and that affects

my breakfast as I am a

Cornflakes fan.

Buying milkon daily

basis was a pain. So

one of my friend

suggested GoodLife

milk which can be

stored till 90days. I

went to Swaraj

Hypermarket, and

took 10 packets of

GoodLife 200 ml of

the milk, which was

priced Rs.10 each.

Daily running out of

milk and to get rid of

the pain to purchase

Daily the normal

Heritage Milk.

Feelings:

Anticipation: I was

looking forward to

consume the milk and

decide if I can have the

same in the near future

with cornflakes daily.

Thoughts:

There was no specific

though going in my mind

rather than tasting the

milk the next day before

my college hours as my

breakfast.

Actions:

I couldn’t wait for the

next day. To know the

quality of the same I

consumed on the same

evening.

5 PRODUCTS LIST

1. Dove anti Hairfall Shampoo:

Date: 6th June, 2015

Item Purchased: Shampoo

Brand Name: DOVE

Price: INR 175

Information: 350ml, anti hairfall solution, well packaged, white colored shampoo inside

Reason for the purchase: I ran out of my Himalaya shampoo and recently I am facing hairfall

issues. I thought of using my regular brand Himalaya for the same. I visited Swaraj Hypermarket

near Tavarekere. I was looking for Himalaya anti hairfall shampoo but the same was not available

in the hypermarket. I decided to buy Dove anti hairfall shampoo instead. The price was almost the

same, hence I bought it. This was a purchase which was basically a substitute for my regular brand

of my preferred shampoo. I had to buy it because I had run out of the previous one.

Feelings associated with the purchase:

Disappointed: that I did not get my preferred brand of shampoo, which I am used to and which have suited

my hairs.

Intrigued: at the kind of product I was taking home as it was different from what I had ever used.

2. Topramen Yummy Masala:

Date: 6th June, 2015

Item Purchased: instant noodles

Brand Name: TOMRAMEN

Price: INR 10

Information: Red colored packaging, Veg masala, 50g

Reason for the purchase: Maggi was my favorite fast food and the quickest dish which could be

prepared in no-time. But since its absence from the store, I use Topramen in order to make quick

evening snacks. I bought 8 packs from Mythri Super Market Tavarekere and went there to buy

specifically that product. My stock for instant food replenished and for the same I went to the

supermarket for a large purchase (in volumes). I was confused whether to buy the product or not

as I was a loyal fan of Maggi and was afraid that other noodles might not curb my appetite for

yummy taste that Maggi provided me.

Feelings associated with the purchase:

Pleased: I was pleased with the purchase and the taste seems to be at par with Maggi if not more.

3. Bourn Vita:

Date: 19th June, 2015

Item Purchased: Nutrition supplement

Brand Name: BOURNVITA

Price: INR 380

Information: Round Bottle, Chocolate flavor, well packaged

Reason for the purchase: I am a big fan of Bournvita. I was in Big Bazar buying my monthly

grocery, there I picked up this mega pack of Bourn vita Rs.380 with 10% discount on it. I drink

milk daily in my breakfast and bourn vita adds a brilliant taste to it, although I had some of it in

my kitchen but I chose to purchase it as I was buying my whole months grocery.

Feelings associated with the purchase:

Satisfied with the purchase. Positive thoughts about buying in large amount with 10% of discount

and undisturbed availability throughout the month. Buying in large sum actually saves money as

companies gives some kind of discounts always when customer opts for a bulk purchase.

4. Non-Leather jacket:

Date: 2nd July, 2015

Item Purchased: Non-leather jacket

Brand Name: STATUS QUO 198

Price: INR 3499

Information: Brown Color, Non leather, Full sleeves, long zip, pockets inside, 2 pockets outside.

Reason for the purchase: There was no reason in particular for the purchase, as it was not a

preemptive purchase. It was more of an impulsive purchase though the product placement did not

fit the usual action of impulsive buying. I had no idea that I will fall in love with this amazing

jacket which was priced at Rs.3499. I had a second thought but I couldn’t resist the thought of

buying it. It’s just that I really longed to have a nice l jacket which wasn’t made of leather, as I do

not wear leather or fur and I must say, though it was way out of my budget for that month I couldn’t

help myself but to buy it.

Feelings associated with the purchase:

Fear: I was afraid about how my parents would react but that feeling was shadowed by the

excitement about wearing the jacket.

Excitement: I was truly excited to wear the jacket and go for a long ride in the highways.

5. GoodLife Milk:

Date: 5th July, 2015

Item Purchased: Milk

Brand Name: GoodLife

Price: INR 10

Information: Tetrapack packaged, small pouch, 90days life

Reason for the purchase: I always run out of milk, and that affects my breakfast as I am a

Cornflakes fan. Buying milkon daily basis was a pain. So one of my friend suggested GoodLife

milk which can be stored till 90days. I went to Swaraj Hypermarket, and took 10 packets of

GoodLife 200 ml of the milk, which was priced Rs.10 each. Daily running out of milk and to get

rid of the pain to purchase Daily the normal Heritage Milk. The main idea was to get rid of the

pain of purchasing milk daily and heat it twice a day to keep it fresh.

Feelings associated with the purchase:

Anticipation: I was looking forward to consume the milk and decide if I can have the same in the

near future with cornflakes daily.

Since the last 2 months of maintain the journal for the assignment given, a sense of consumerism

came to my mind. Before that I did not particularly considered myself as a full-fledged consumer

which fits the prefect bookish definition in marketing books.

So to construct an image of myself as a consumer, below are the listed Psychological, Economic

and Social factors that have influenced my buying behavior.

Psychological factors:

All the products I buy should mentally satisfy me and while that happens the price does

not matter.

From going through the journal above, it clearly states how easily I get influenced and I

am very receptive to trying out new things.

I don’t think rationally at times and end up buying products which I don’t really require.

I get easily motivated by external stimuli which indicate that I can be a very impulsive

buyer. I follow a model style of learning wherein whatever I adopt in life is a reflection of

what the people I look up to do.

I’m a customer who cannot be easily persuaded.

I’m an impulsive buyer.

The look and feel of the product from the outside matters a lot to me.

I’m a huge fan of good advertisements and even if the presentation is unrealistic but is

creative enough, I’m bound to be interested in the product.

Easy customer to create brand create Brand Recall in my mind.

Economic Factors:

As I mentioned earlier, I am a materialistic person who doesn’t hesitate to pay huge bucks

for premium brands.

Financially I am constrained with the pocket money I receive from home, so financially

the social influence has a bigger say on my purchase patterns.

I tend to bargain when it’s a local brand.

There is not specific time of the month where I spend big and when I save. If I think if the

product is worth the money, I’ll go for it, even if it’s the fag end of the month.

Social Factors:

Part of what attracts me to premium brands is the way my friends look at me when I have

them.

I get influenced by my reference group and my family to a high level during my purchase

decision. I never shop for anything prominent or significant alone. The social groups I

follow have a huge say in what I buy.

I usually spend a lot to gift my kin and kith on special occasions.

I also buy products which sometimes make people come together.

My Personality according to my buying behavior:

I am a kind of person who always tries to explore something new and innovative and invest in

those kinds of products and services which are worth the purchase and serves my needs completely.

On the other side of the story, if the product is good in terms of the quality and the service, I turn

out to be a loyal customer for the years to come.

Bournvita ‘Tayyari Jeet Ki’ Advertisement Analysis

Product: Cadbury’s Bournvita

Agency/Ignitor: Ogilvy & Mather

Storyline/Campaign highlights:

TVC opens with a mother and son racing in the woods. Boy shows anger (may be of losing the

race) to her when he got himself hurt a bit in the sprint. TVC follows with a next race on a wooden

plank bridge where she again beats him. Besides, mother tells the story through VO (Voice-Over).

She says, ‘Mere bete ko jeet ki aadat tab lagegi jab woh mujhe harayega’ (My son will learn the

habit of winning when he defeats me).

They again sprinted and once again mother wins it. Then again with a VO she says, ‘Akhir adatein

na ek din mein banti hay na asani se’ (Habits are neither built in a day nor easily). The sprints are

shown then on beach, then again in the woods and son is shown continuing practicing and

desperate for a win and last one race is shown on a road where son finally beats her and again a

VO that says, ‘Toh jis din woh mujhe harayega, main jeet jaoongi’ (So the day he defeats me, I

will win). After the win, son and mother both smiled looking at each other and as she pours him a

cup of Bournvita, VO explains that only mother knows the value of good habits. TVC concludes

with the boy sprinting alone and a super reads, ‘Tayyari Jeet ki’ (Preparation to win).

My Take on Advertisement:

TVC has a new and fresh concept as all other products including Bournvita itself tends to

stress more on the mental growth as this TVC deals with both mental and physical growth

of children. O&M did good work in bringing out this concept.

The emotional touch that is the USP of Indian TVCs is not at all used as mother is shown

very strong to make her child win which is a good thought and resembles somewhat

practicality of life.

Viewers mainly, parents will tend to stick to the couches to have a good complete look at

TVC; however children (the main consumer of the product) will pay no or very little

attention towards the same.

Segmentation also is restricted to parents but a need was also there to catch the attention

of Children as they have become very particular about their demands. Still the best part of

TVC is showing other side of mother’s care towards the child.

Consumer Behavior Concepts applied:

Advertising is focused on the basis of differentiators.

It’s a Low involvement product

It focuses on the dormant unfilled need and Desire to achieve success in life.

It also targeted on the psychological motives of the customer.

Segments Targeted:

a. Demographic Segmentation: Parents who want their children to win and be confident

whatsoever the situation may be because of the Competition they face. To get higher

visibility & create awareness about the product’s benefits being in the malted beverages

segment (brown health drink)

b. Psychographic Segmentation: It has targeted the attitude of an aspirer in the ad

c. Personal Analysis: I have fallen into the Psychographic segmentation i.e., aspirer who is

image oriented.

Overall my Rating for this Advertisement is 8/10.

ARTICLE REVIEW

Author(s): Gautam Talwar

Title of the Article:

Health food: How Horlicks, Boost, Complan and Bournvita fare among consumer

Year of publication: Feb 12, 2013, 05.29AM IST

Web link of the article:

http://articles.economictimes.indiatimes.com/2013-02-12/news/37059129_1_category-brand-

strength-brand-asset-valuator

Review of the Article:

The article I found on the product I did my Advertisement Analysis does a detailed study (with

internet as the platform) how Bournvita fare along with its competitors fare among consumers.

The article by Gautam Talwar published in Economic Times was titled "Health food: How

Horlicks, Boost, Complan and Bournvita fare among consumers"

A mother's greatest wish for her children might be that they always enjoy good health, but despite

her care, modern-day stresses and unhealthy lifestyles have contributed to deteriorating health of

young children. Marketers are well aware of these concerns and are developing propositions for

their brands that cater to an increasingly health-conscious audience.

Amongst the categories chosen, it was MFDs that was driving the health food segment. The

category is highly competitive with most brands such as Horlicks, Boost, Complan, and Bournvita

occupying positions in the Commitment Quadrant.

According to the article, Cadbury's Bournvita, however needs to focus on building differentiation

to gain brand strength and take the fight to the market leader. Maltova languishes in the 'Indifferent'

space, demonstrating low brand strength. It reveals that the brand has failed to establish a

compelling reason to stand out (Differentiation) and build some regard (Esteem) for itself.

Surprisingly, new market entrant Pediasure, while trailing on Brand Strength, has been very well

been accepted (high scores on Relevance) by Indian mothers. The brand has to primarily focus on

building Differentiation in order to become another key player in the segment.

The breakfast cereal category has made its presence felt but still has some catching up to do. The

category fell in the 'Curiosity' quadrant, implying that mothers see value in the category and it

might soon find a place on the breakfast table. While Kellogg's seems to be a mothers' best friend,

PepsiCo's Quaker Oats has managed to build curiosity. An interesting encounter seems to be in the

offing.

While the search for the "Healthiest" health food will continue, what remains to be seen is which

brands are topof-mind for Indian mothers, finding a place in her shopping basket. For now, the

MFD category has her attention, but she also appears willing to accept breakfast cereals and juices.

With savvy marketers already riding the 'Health' trend and many more joining the bandwagon, it

will be interesting to see if some of these brands can team up together, build strategic relationships,

and find innovative ways to expand their share of the big Indian breakfast table.

Methodology used:

To understand the importance of this category, the research team gathered insights from

over 1,500 mothers with children in the age group of 2-17 years, through the Brand Asset

Valuator (BAV), a proprietary brand diagnostic tool of Rediffusion-Y&R. We took three

categories that define 'health' for mothers in India - malt food drinks (MFDs), juices, and

breakfast cereals.

To understand how brands fare, the research team plotted them on the BAV health power

grid, which is a graphical representation of Brand Strength (Differentiation and Relevance)

indicating Future Potential of the brand and Brand Stature (Esteem and Knowledge)

reflecting their current strengths. The BAV revealed that the category was indeed important

for mothers as it was located in the top-right hand space—the Commitment Quadrant. The

category was well established, well understood, and extremely meaningful to them.