TarangChai ka sahi jorh!

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Presented to: Mr. Haris Bin Maqsood

Presented By: Adeel Feroz

Umer Saleem

Obaid Gori

Ahmed Hassam

Date: 15th May 2009

RESEARCH ON ‘TARANG’

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Tarang is a product of Engro foods limited, a subsidiary of Engro chemicals private limited.

Engro Foods started its business operations in March 2006.

It has established itself as a major player in the foods business with brand like Olpers Milk, Olwell, and Olpers cream.

They have launched another brand of milk by the name of ‘Tarang’.

Company has spent a lot of money in its marketing and advertising.

BACKGROUND

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Problem Statement

“Tarang isn’t generating enough sales.”

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Research Objective

“To check the awareness level and intentions of people to buy

Tarang.”

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PROPOSED RESEARCH METHOD

• Person administered survey

• Sample unit consists of 100 individuals of Karachi who use packaged milk.

• Questionnaire consists of open ended, close ended and semi close ended questions.

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FINDINGS OF RESEARCH

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TYPE OF MILK USED BY PEOPLE

The above graph shows that 74% of the sample unit uses packaged milk where as 26% people use open milk as well along with the packaged one.

  Open Packaged Both

Responses 0 74 26

In % 0% 74% 26%

Total Responses 100

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SEPARATE MILK FOR TEA

This shows that only 28% of the people use separate milk for tea where as the rest 72% don’t use separate milk for tea. This shows that the positioning of Tarang

might not work with many as most of the people don’t use separate milk for tea.

  Yes No

Responses 28 72

In % 28% 72%

Total Responses 100

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Now let us look at the patterns of the above 28% people that what brand of milk they use for tea.

This shows that most of the people use ‘Everyday’ for tea.

  Nestle Milk Pak Everyday Olpers Haleeb Nido Open Milk

Responses 8 10 3 3 1 3

In % 28.57% 35.71% 10.71% 10.71% 3.57% 10.71%

Total Responses 28          

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CHARACTERISTICS OF PACKAGED MILK

Some of the ‘Other’ factors in the above table include:1. Don’t have to boil

2. Easy to use3. Good Taste

  Quality Purity Cleanliness Hygiene Healthy Other

Responses 20 22 13 41 9 23

In % 20% 22% 13% 41% 9% 23%

Total Responses 100          

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TOP OF THE MIND SHARE

Nestle Milk Pak holds the highest place when it comes to top of the mind share.

  Nestle Milk Pack

Olwel Nesvita Haleeb Olpers Tarang Everyday Nurpur

Responses 47 1 4 16 29 1 1 1

In % 47% 1% 4% 16% 29% 1% 1% 1%

Total Responses

100              

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UNAIDED AWARENESS

  Nestle Milk Pack Haleeb Dairy Queen Pakola Olwel Nesvita Nido

Responses 43 4 17 11 13 9

In % 43% 4% 17% 11% 13% 9%

Total Responses 100          

Haleeb Olpers Tarang Everyday Good Milk Nurpur Any Other Brand

67 56 9 8 26 1 6

67% 56% 9% 8% 26% 1% 6%

             

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This shows that in unaided awareness, Haleeb and Olpers have the highest place where as Nurpur is at the lowest. The awareness of Tarang is more than Everyday when it comes to unaided awareness.

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AIDED AWARENESS  Nestle Milk

PackHaleeb Dairy

QueenPakola Olwel Nesvita Nirala Nido

Responses 99 46 75 69 83 28 63

In % 99% 46% 75% 69% 83% 28% 63%

Total Responses 100            

Haleeb Olpers Tarang Everyday Good Milk Nurpur

100 98 87 93 91 49

100% 98% 87% 93% 91% 49%

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1. The aided awareness for all brands is more or less the same except for Haleeb Dairy Queen and Nirala.

2. Awareness for Tarang is 87% which means that out of 100 people 87 know about Tarang.

3. The basic assumption of Tarang is that its ads are creating full awareness among people but still there are 13% of the people who don’t know what Tarang is.

4. This awareness of Tarang is low as compared to the 100%, 99% and 98% of Haleeb, Nestle Milk Pak and Olpers respectively.

5. Tarang needs to work more on bringing new ads or other campaigns to make 100% of the public aware of it, which can then lead to its usage.

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AWARENESS OF TARANG

This shows that the highest awareness is created because of the advertisement of Tarang on television.

  TV Newspaper Other People Grocery Store Other

Responses 77 2 12 0 12

In % 88.50% 2.30% 13.80% 0% 13.80%

Total Responses 87        

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This shows that it’s the song of the ad that people still remember.

  Song Dance Actors/Lollywood Theatre Don't Remember

Responses 37 25 22 14 9

In% 48.05% 32.47% 28.57% 18.18% 11.69%

Total Responses 77        

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USAGE PATTERNS OF PEOPLE

Ever Used Brands

  Nestle Milk Pak

Haleeb Dairy Queen

Pakola Olwel Nesvita Nirala Nido

Responses 84 6 33 19 35 5 46

In % 97% 7% 38% 22% 40% 6% 53%

Total Responses 87            

Haleeb Olpers Tarang Everyday Goodmilk Nurpur

71 71 13 53 22 15

82% 82% 15% 61% 25% 17%

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Used in Past 3 months

  Nestle Milk Pack Haleeb Dairy Queen Pakola Olwel Nesvita Nirala

Responses 72 3 15 6 21 0

In % 82.75% 3.40% 17.24% 6.80% 24.13% 0.00%

Total Responses 87          

Nido Haleeb Olpers Tarang Everyday Goodmilk Nurpur

16 28 49 8 29 9 3

18.39% 32.18% 56.32% 9.19% 33.33% 10.37% 3.44%

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Currently Using Brand

  Nestle Milk Pak Haleeb Dairy Queen

Pakola Olwel Nesvita Nirala

Responses 49 1 8 4 10 0

In % 56.32% 1.15% 9.20% 4.60% 11.49% 0%

Total Responses 87          

Nido Haleeb Olpers Tarang Everyday Goodmilk Nurpur

7 12 36 1 11 3 1

8.04% 13.79% 41.37% 1% 12.64% 3.44% 1.15%

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NON-USERS OF TARANG

Most of the non-users do not intend to buy Tarang.

  Yes No May be

Responses 11 47 16

In % 14.86% 63.51% 21.62%

Total Responses 74    

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Most of the people are satisfied with the current brand of package milk that they are using. The second reason for not buying Tarang is that

people don’t like its advertisement.

  Satisfied with Current Brand

Don't like Ad

Don't like Name

Quality Don’t use Separate Milk for Tea

Other

Responses 18 14 4 2 7 3

In % 38.30% 30% 8.50% 4.30% 15% 6.40%

Total Responses 47          

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USERS OF TARANG

This shows that most of the people who used Tarang liked it.

  Excellent Good Ok Bad Very Bad

Responses 1 7 3 1 1

In % 7.69% 53.84% 23.07% 7.69% 7.69%

Total Responses 13        

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Following were the things that people liked in Tarang :

  Quality Taste Thickness Good for tea

Responses 0 10 4 3

In % 0% 91% 36% 27%

Total Responses 11      

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Following are the things that are disliked by the 2 people who didn’t like Tarang:

This shows that although there are people who like Tarang due to its taste, there are others who dislike it because of its taste!

  Quality Taste Thickness

Responses 0 2 0

In % 0% 100% 0%

Total Responses 2    

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The intention to re-buy Tarang was asked by these 13 people who had used it. Following were their responses:

  Yes No May be

Responses 7 4 2

In % 53.80% 30.76% 15.38%

Total Responses 13    

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And the reasons following the ‘No’ answers (4):

Out of the 4 respondents, 3 of them will not buy Tarang in future because they don’t like its taste.

  Taste Other Brands More Good

Responses 3 1

In % 75% 25%

Total Responses 4  

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RESULTS

•Total Respondents/Sample unit: 100

•Packaged milk users: 100

•Most used Brand of package milk: Nestle Milk Pak

•People Aware of Tarang: 87

•Major source of Awareness: TV ads

•Users of Tarang: 13

•Reaction of the users: Liked the taste and texture of Tarang

•Reaction of Non-users: Don’t want to buy because of its ad and because of their loyalty towards current brand.

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CONCLUSION

Tarang’s TVC has been successful in creating awareness, it has not been able to fulfill its

purpose of generating sales.

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REASONS

• Negative perception of the ad in the consumers mind, resulting in negative perception of the product quality.

• Consumers’ brand loyalty towards their current brands and so the reluctance to change.

• Consumers’ preference for Nestle Everyday as a tea whitener if using separate milk for tea.

• Not many consumers who use separate milk for tea.

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RECOMMENDATIONS

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• Re-launch of the product (a new advertising campaign)

• Revise name, packaging and also price if needed

• Retain texture and taste of the milk

• Promotional activities (free product trial)

• Use high profile models or the ones that match consumer’s profile

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Thank You!