A Project Report OnAppy Fizz, Grappo Fizz, Hippo & Hippo

Round Round: Consumer Awareness & Opportunities

Thereon

Project Mentor Project Guide Submitted ByVP Sajeev, Rohan Karkada Aniruddh TiwariDhaval Vadhar, Anoop Chandran S 2nd Year, PGDM,

Masood Khan MSRIM, Bangalore

Objective

• To assess the awareness about Appy Fizz, Grappo Fizz, Hippo & Hippo Round Round among the consumers who shop in modern trade outlets.

•Once the awareness is analyzed, how the findings should be leveraged to create new business opportunities in modern trade.

Data Collection:

• Data Collected •Primary

•Method of data collection• Observation• Field Survey

•Type of data collected•Qualitative

•Quantitative

Store Observation Table

Questionnaire

Consumer Response Sheet

Click on the following links to open the respective document

Methodology:-

A Comparative Picture

Appy Fizz &

% Aware 97 72 81

% Tried/Tasted

84 21 51

% Having More Info. About the Product

74 42 39

% Repeat Purchase Intention

78 71 68

Average Product

Rating-Out Of 5

3.01 2.91 3.04

Sample Size : 102

Click to go to slide 29

FINDINGS

Have you heard about Appy Fizz A carbonated apple drink from "Parle Agro" ?

Yes97%

No3%

atLBdW2bInVsVQRVnEidTE

Yes 99No 3

Have you heard about Grappo Fizz A carbonated Grape drink from "Parle Agro" ?

Yes72%

No28%

aDSs8GEL1Ooc3jQpOeYZL0

Yes 73No 29

Have you ever tried/tasted "Appy Fizz" ?

Yes

84%

No16%

m4O9xJ2WZczxEZEiiEwMHO

Yes 85No 16

Have you ever tried/tasted “Grappo Fizz “?

Yes

21%

No79%

OmkhO6zh1VNMZrIDkZIxg0

Yes 21No 81

Do you know that Appy Fizz has real apple juice in it ?

Yes74%

No26%

m9rvHHjogDnv6GM3pi9MnI

Yes 75No 26

Do you know that Grappo Fizz has real grape juice in it ?

Yes42%

No58%

SO9mL2THKFc9Ov7RSxbKMs

Yes 42No 59

What was the size of Appy Fizz you bought last time ?

300 ML PET Bottle

54%500 ML

PET Bottle24%

1 L PET Bottle

7%

Can't Remember15%

SncRh4lDG7XyIEI12lCAVV

300 ML PET Bottle 46500 ML PET Bottle 201 L PET Bottle 6Can't Remember 13

How do you treat Appy Fizz as ?

A cool drink to savor during your leisure time 36A Party Drink 10A drink to mix with your cocktails/mocktails 8

An alternative drink for other carbonated beverages 37

cool drink to savor during your leisure time40%

A Party Drink11%

A drink to mix with your cocktails/mocktails

9%

An alternative drink for other car-bonated beverages

41%

a8SXvffeCVqDh3iPpf2CWf

On a scale of 1 to 5, please rate Appy Fizz on the following:-

1

2

3

4

5

0 5 10 15 20 25 30 35 40 45

Discount offers available in retail stores

Price of the drink

Taste Of The Drink

Packaging & Labelling

Advertising

T0af12jPieakZjndmLnB2v

  1 2 3 4 5 Avg. RatingAdvertising 6 12 28 30 9 3.28Packaging & Labelling 3 9 20 45 8 3.54

Taste Of The Drink 5 14 32 28 6 2.91

Price of the drink 2 12 38 30 3 3.24Discount offers available in retail stores

29 30 20 3 32.07

Avg. Product Rating 3.008

What is that one thing which you would like to change in Appy Fizz ?

The amount of fizz (CO2) in the drink 26The sweetness of the drink 20Packaging & Labeling of the drink 7Pricing of the drink 15Availability of sizes the drink comes in 8Nothing. Everything is just perffect 9

The amount of fizz (CO2) in the

drink31%

The sweetness of the drink24%

Packaging & Labeling of the drink

8%

Pricing of the drink18%

Availability of sizes the drink comes in

9%

Nothing. Everything is just perffect11%

What was the size of Grappo Fizz you bought last time ?

300 ML PET Bottle 16500 ML PET Bottle 1Cant Remember 4

300 ML PET Bottle76%

500 ML PET Bottle

5%

Cant Remember19%

phkoHbUYheJOuw7slwnka7

How do you treat Grappo Fizz as ?

A cool drink to savor during your leisure time 3A Party Drink 5A drink to mix with your cocktails/mocktails 2An alternative drink for other carbonated beverages 11

A cool drink to sa-

vor during your leisure time14%

A Party Drink24%

A drink to mix with your cock-tails/

mock-tails10%

An alternative drink for other carbonated beverages

52%

AQCdvt6alwdppS1mlIMLoX

On a scale of 1 to 5, please rate Grappo Fizz on the following:-

1

2

3

4

5

0 2 4 6 8 10 12

Discount offers available in retail stores

Price of the drink

Taste Of The Drink

Packaging & Labelling

Advertising

a9b1vhfuk4qNBS7TNvduof

  1 2 3 4 5 Avg. RatingAdvertising 3 3 7 8 0 2.95

Packaging & Labelling 0 4 5 12 0 3.38

Taste Of The Drink 3 2 9 7 0 2.95

Price of the drink 0 5 9 6 1 3.14

Discount offers available in retail stores 7 7 5 1 1 2.14

Avg. Product Rating 2.91

What is that one thing which you would like to change in Grappo Fizz ?

Amount Of Fizz in The Drink 11Sweetness Of The Drink 4Packaging & Labelling Of The Drink 0Pricing Of The Drink 1Availability of sizes the drink comes in 3Nothing. Everything is just perffect 0

Amount Of Fizz in The Drink58%

Sweetness Of The Drink21%

Pricing Of The Drink

5%

Availability of sizes the drink comes

in16%

VJIXWizt2bSF4wDITTO7zP

Will you be interested in buying Grappo Fizz next time ?

Yes 15No 6

Yes71%

No29%

Will you be interested in buying Appy Fizz next time ?

Yes 66No 19

Yes78%

No22%

Have you heard about "Hippo" - A non fried baked munchies from Parle Agro ?

Yes 83No 19

Yes81%

No19%

A57fqZbFxoJCqCcUJHZG9L

Have you heard about "Hippo Round Round" - A non fried baked munchies from Parle Agro ?

Yes 77No 25

Yes75%

No25%

Have you ever tried/tasted Hippo ?

Yes 52No 50

Yes

51%

No49%

77bxAR2lUh5dpVuuZctHUT

Have you ever tried/tasted Hippo-Round Round ?

Yes 44%

No56%

XKqWpYKlzLhE2BjWOAZ4o9

Yes 23No 29

Do you know that Hippo Munchies are non fried, zero trans fat and are made of wheat. Totally good for health ?

Yes 39No 62

Yes39%

No61%

y449hLHa7b3PXZ3SpkCcur

Do you know that "Hippo-Round Round" are non fried, zero trans fat and are made of wheat. Totally good for health ?

Yes 21No 31

Yes40%

No60%

PtACtzXagPVzCd4uHOoI8D

Which of the following flavors of Hippo have you tried till now ?

Italian Pizza 20Yoghurt Mint Chutney 6Chinese Manchurian 17Hot-n-Sweet Tomato 28Thai Chilli 8Indian Chatpatta 15Can't Remember 18

Italian Pizza

Yoghurt Mint Chutney

Chinese Manchurian

Hot-n-Sweet Tomato

Thai Chilli

Indian Chatpatta

Can't Remember

38%

12%

33%

54%

15%

29%

35%

xccgqfHMdsRdz7tqzhDJaT

Which flavor of Hippo do you like the most ?

Italian Pizza 9Yoghurt Mint Chutney 1Chinese Manchurian 4Hot-n-Sweet Tomato 13Thai Chilli 0Indian Chatpatta 6Can't Remember 19

Italian Pizza17%

Yo-ghurt Mint Chutney2%

Chi-nese

Manchurian8%

Hot-n-Sweet Tomato25%

Indian Chat-patta12%

Can't Remember37%

aAXuq6N84Ho6wRX0kstkYA

On a scale of 1 to 5, please rate Hippo on the following:-

1

2

3

4

5

0 5 10 15 20 25

Discount offers available in retail stores

Price of the drink

Taste Of The Drink

Packaging & Labelling

Advertising

  1 2 3 4 5 Avg. RatingAdvertising 7 12 14 17 2 2.90Packaging & Labelling 2 5 18 25 2 3.38

Taste Of The Drink 5 7 16 18 6 3.25

Price of the drink 3 4 19 22 4 3.38Discount offers available in retail stores

18 12 13 8 12.27

Avg. Product Rating 3.04

Which of the following flavors of "Hippo-Round Round" have you tried till now ?

Not Applicable 35%Gujrati Mango Chutney 8%Shillong Noodle Masala 4%Goan Butter Garlic 10%Firangi Cheese 'n' Spice 8%Punjab Da Pickle 13%Can't Remember 48%

Not Applicable

Gujrati Mango Chutney

Shillong Noodle Masala

Goan Butter Garlic

Firangi Cheese 'n' Spice

Punjab Da Pickle

Can't Remember

18

4

2

5

4

7

25

OSOlHoESkTcOUWlMvboour

Which is your favorite "Hippo-Round Round" flavor ?

Not Applicable 27%Gujrati Mango Chutney 2%Shillong Noodle Masala 0%Goan Butter Garlic 1%Firangi Cheese 'n' Spice 2%Punjab Da Pickle 3%Can't Remember 16%

Not Applicable

Gujrati Mango Chutney

Shillong Noodle Masala

Goan Butter Garlic

Firangi Cheese 'n' Spice

Punjab Da Pickle

Can't Remember

28

2

0

1

2

3

16

ItY5RjTbGF1cEHN7Rywov1

On a scale of 1 to 5, please rate Hippo-Round Round

1 Lowest 14%2 11%3 13%4 9%5 Highest 2%

Lowest Highest1 2 3 4 5

1314 14

10

1

nOi79UickJ8n9lmBwkY8cw

SUGGESTIONS

Grappo Fizz:-

• Higher Awareness -> Lower undertake –> Higher Repeat Purchase IntentionClick to go to comparative picture

• One of the prominent factor consumers pointed out is that; it is difficult to find a sync between a grape juice and the presence of fizz in it.

• We can follow the “Appy Classic to Appy Fizz” path.

• Familiarize the customer with grape juice and then emphasize on the fizz variant.

• How about having a grape juice (May be “Grappo”…! ) at Rs. 12/- price point… ? • Pros• Cons

• Cross Promotion of Grappo Fizz with Hippo Round Round. Click to see a picture

• Sampling of Grappo Fizz. We have already seen positive results while sampling Saint Juices.

Contd…

Product Placement

Product Placed

Above or Below Eye

Level

Product Placed at the

Eye Level

Sampling:-

•One of the most effective way to increase consumer awareness and product acceptance among the consumers is to sample our products.

•Sampling conducted in well coordinated manner always yields positive results as it was evident in the sampling done for Hippo Round Round & Saint 100% Juices.

•At the same time placement of sampling kiosks inside the store is also very important. Placing the kiosk near to your product shelf/bay is not always beneficial. (Share the Big Bazaar Experience)

Product Sale on 12th June 2011(Sunday)

Sale on 18th June 2011(Sampling Day, Saturday)

Sale On 19th June 2011 (Sunday, Sampling Day &

kiosk shifted to a new place)

Saint 100% Juices 2 Pks. (1 Ltr.) 39 Pks. (1 Ltr.) 61 Pks. (1 Ltr.)

Hippo Round Round 7 Pks. (Assorted) 28 Pks. (Assorted) 32 Pks. (Assorted)

Sales Figures from Big Bazaar, White Field, Bangalore for 3 particular days

Click To See Kiosk Placement

Product Differentiation between Hippo & Hippo Round Round:-

Few interesting comments from the customers on Hippo & Hippo Round Round:-

• “Are you people inspired from Super Mario & Luiggi ?”

• “On looking at the package it seems that one contains wheat balls, another contain small chapatis made by wheat balls. “

• “It looks like twins separated at Kumbh Mela.”

• “Why is it looking like Hritik Roshan & Harman Baweja sitting together ?”

Click Here To See Why ???

• Maintaining stocks at crucial point of time is absolutely necessary. For example:

• Total Mall, Mahadevpura, Bangalore – Stocks for Hippo & Saint Juices were not present for many days.

• Big Bazaar, Whitefeild, Bangalore – After getting good response during the sampling activity, 3 variants of Hippo Round Round were out of stock for one entire week.

• Modern Trade Scenario in Jabalpur for Parle Agro. Give a brief

Conclusion:-

• Parle Agro is one of the very few FMCG food companies in India whose entire gamut of products are having a USP of upholding the “Pink Health” of the consumer. However most of the modern trade consumers feel that this message is not clearly communicated by Parle Agro.

• A good number of modern trade consumers are brand conscious. Maximum of their purchases inside the store (FMCG in particular) are based on their brand recall value. During the project tenure, it was good to observe Parle Agro’s recall value on a positive rank. But somewhere we are lacking in encashing the opportunity by not mentioning company logo on Hippo & Hippo Round Round.

•Most of the modern trade stores have their own web-space where they offer the convenience of shopping from home or office. We can increase our presence on their web-space. Although this measure wont increase our revenues significantly, but it will help us to build up our brand presence and value.

Thank You

ForParle Agro

Project Completed By:-ANIRUDDH TIWARI,PGDM, M S RAMAIAH INSTITUTE OF MANAGEMENT,

Attachments

•In this picture, Bambino cross promoted its vermicelli with their own brand of Badam Milk powder.

•Here both the products are complementing each other. Moreover the combi pack is just 2 rupees cheaper than separate purchases.

• Similarly Grappo Fizz can be combined with Hippo Round Round’s Punjab Da Pickle & Goan Butter Garlic as these flavors go well with the fizz drink.

Click Here To Go Back To Grappo Fizz Suggestion Slide

Click Here To Go Back To Sampling Suggestion Slide

Click Here To Go Back To Product Differtiation Slide

Following were the few points highlighted by Big Bazaar, Jabalpur :-

1) Appy Fizz is very popular here but they were unable to meet the demand due to irregular supplies.

2) They are not storing Hippo & Hippo Round Round for past SIX MONTHS inspite of having POs. Neither the local daily kiranawalas have it. Those who have are having very old stock.

3) Big Bazaar has got only one time supply of Saint Juices. It was some 7-8 months ago and that too close to 65% of the stock was of Orange variant. So at this point of time the local customers have near about zero awareness about our 100% juices. Whereas Real & XS from Godrej are doing business of approximately 26 cases a month in each of the modern trade outlet. (Pictures of their display attached).

4) Even for Frooti they were unhappy about the supplies with lead time of approximately 7 days.

5) Frooti 2ltr pack is generating good business in all the modern stores. However its Slice 500ML which is stealing the show among all PET Bottle Mango FBDs. Slice is shelling out pretty good discounts on their landing price and was enjoying the most space of all in the store.

Go to Slide