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Summary - Survey based research project (December 2007 - February

2008)

The Hypothesis

The retail (traditional and organized) environment in India has more influence over the consumer than the

manufacturers advertising.

Brands compared

ITC Bingo was a new entrant in the market at that time, with an aggressive creative campaign

Pepsico Kurkure was the established player. This was the time of the famous recipe campaign with Juhi Chawla.

Sample

A total of150 consumers + 3 traditional retail owners + 3 modern retail managers

Location

Modern formats:

1. Akbarallys Convenio, Warden Road

2. Apna Bazaar, Fort

3. Food Bazaar, Milan Mall, Santacruz

Traditional Formats:

1. Deepak Provision and General store, Warden Road

2. Shah Store, Warden Road

3. Pushpa Niketan, Warden Road

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4. Cynara, Kemps Corner

5. The Bake house, Kemps Corner

Brief Conclusions

The store environment outperforms the mass media when it comes to customer influence. Thus private labels are on a

level playing field with manufacturers brands

This based on responses regarding:

a. Recall

b. Purchase decision maker

c. Impulse purchase

d. The SKU purchased

Other observations (from secondary reading)

1. Emergence of private labels is giving established FMCG players tough competition

2. Hybrid retail formats

3. Home-grown department stores, which grew from small to large-format, enjoy the advantage of an established

rapport as well as the ability to offer a more exhaustive product range.

4. Integrating store promotions with the message of the advertising works best. Dilution is a major challenge when

the retail outlet runs excessive sales promotions.

5. Organized retail falls behind traditional retail by being impersonal and having no face.

References

1. The Business World Marketing Whitebook 2007-2008.

2. USP Age October 2007

3. The Economic Times Section Business of Brands.

4. Outlook December 31, 2007

5. Images Retail December 2007 Special edition on the 20 retail concepts of 2007.

6. Retailer December 2007.

7. It happened in India Kishore Biyani.

8. The Knowledge Company Retail Research Results (from the Marketing Whitebook 2007-2008)

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Interviews of:

1. Harish Bijoor C.E.O, Harish Bijoor Consults Inc.

2. Rodney Fitch Chairman, Fitch Design, WPP

3. Kishore Biyani Chairman, Future Group

4. Prof. Dwarika Prasad Uniyal Asst. Professor (Retail) MICA

5. Gurpreet Wasi C.O.O, Go Fish Retail Solutions.

6. Shailesh Chaturvedi C.E.O, Tommy Hilfiger Apparel India

7. Sonia Manchanda Design Director, Idiom Design (affiliated to future group)

And Individual Project by Thapas Joseph for the subject ofAdvertising and Marketing Research, Semester VI, BMM