AN ANALYSIS ON CONFECTIONERY MARKETS IN RURAL KERALA

Dr.Mathew Joseph , Ms.Anney Chacko, Mr.Titty Benjamin

WELCOME

OBJECTIVES OF THE STUDY

To analyze : The penetration tactics used by the confectionery MNC in tapping the rural segments. The leading confectioneries brands in rural segment. The impact of confectionery advertising in creating pull effect in rural areas The purchasing styles of Rural consumers

RESEARCH FINDINGS
Brand penetration:- Munch with their aggressive campaigning they were able to capture and create Brand space in the Rural Arena. Television Ad Mera Crunch Mahan (munch as Ranis chocolate)

RESEARCH FINDINGS
Brand penetration:-

Cadbury India is also doing advertisement

stunts to capture the attention of rural confectionery customers.

RESEARCH METHODOLOGY...
Method of Data Collection
Primary data : Interview method ( Personal interview were done to collect data from the respondents) Secondary data: Technical and Trade journals Reference book, magazine and newspaper Articles from Web Resources.

RESEARCH METHODOLOGY
Research Design

Mode of Sampling : Convenient Sampling. Basis of survey: Kottayam, Pathanamthitta, Alleppey.

Survey Techniques: Direct Interview

RESEARCH METHODOLOGY
Universe The population for our research was all the retailers and the consumers of Kerala. Sample Area The three districts from Kerala Circle such as Kottayam. Pathanamthitta. Alleppey.

RESEARCH METHODOLOGY
Sample Size
Total sample size was 200 which included Retailers and Consumers. Retailers 100 Consumers 100

RESEARCH FINDINGS
Rural market share of confectionaries: - In the study it was revealed that Cadbury India was losing the rural market share to Nestle India.(Munch, Kit-Kat, Milky Bar ) Nestle India -> 40.62 % Cadbury India -> 37.5% other players (ITC, Lotte, Perfette, Parrys) ->21.88%.

5-Star Campaign Ramesh-Suresh

Trying to lure Consumers by promotional strategies.

RESEARCH FINDINGS
Brand conscious Rural consumers are highly brand conscious in case of the confectionaries.

Branded confectioneries- 78
Foreign confectioneries- 6
Any confectioneries- 16

RESEARCH FINDINGS
Market share & Preference:-In the consumer Survey it was found that even though Munch was the most popular product among the rural consumers, Dairy milk was the most loved chocolate . In terms of chocolate content and taste 68 household voted for Dairy milk , with 12 household for 5-star, 10 households for Munch, 8 households for Perk, and 2 households voted for Milky Bar respectively.

RESEARCH FINDINGS
Brand Awareness Out of the survey conducted on 100 retailers conducted in a rural area it was found that 78 retailers argued that the people are now better brand conscious and they demand better quality confectioneries while rest of 28 % retailers voted out stating that they didnt feel a brand push

RESEARCH FINDINGS
Promotion Strategy:86 households stated that television ads were the most successful promotion methods, 14 households stated that they have known these brands only after seeing these brands in the shops as display and after retailers suggesting them to purchase and try the chocolates.

RESEARCH FINDINGS
Chocolate sales:-Most of the retailers in the rural market were successful in selling the Branded confectioneries with a Sales Range of Rs 300 to Rs.1200. at an average of Rs 700 per week. Its delightful to note that none of the retailers had complaints about selling of these branded confectionery, although they demanded a slight increase of the profit margin.

RESEARCH FINDINGS
About 85% of the retailers said that their stock gets exhausted within a week and the distributors are very powerful in the rural locality. Their confectionaries in the shop never get stock out. About 17% of retailers get their stock every fortnightly and only 3% have trouble in selling out and they too get their stock once in every month. Most sold chocolates were had a price tag of Rs 2,5,10.

SUGGESTIONS

FOR NEW ENTRANTS

Exploit growth opportunities across various Confectionary Market segments in rural areas through proper branding. Devise market-entry and expansion strategies with intensified Advertising. Understand the competitors operating in the Indian Confectionary Market in rural areas.

SUGGESTIONS

FOR NEW ENTRANTS

Identify key growth markets for your products from the region-wise market research. Identify the strengths and weakness of key players in this Industry by using SWOT analysis of India Confectionary Market. Based on the SWOT, develop business strategies by understanding the trends and driving force of Confectionary in market.

SUGGESTIONS

FOR EXISTING PLAYER

The Indian food distribution system is characterized by a large number of intermediaries and relatively poor infrastructure, such as transportation, storage, and refrigeration facilities. It has low levels of efficiency, with the costs of distribution being rather high. Manufacturers and importers will have to carefully look at this issue and devise solutions.

SUGGESTIONS

FOR EXISTING PLAYERS

The Retailers are very happy because they never get stock out. Thats all because of the integrated web of distributors who are very energetic in placing up the stock to the retailers. The confectionery company should be able to inform all the retailers about any new product launches. Attractive packaging is very important for the brand image. Indians associate quality with good packaging. Quantity, Quality, Price, Freebies, Packing

Focussing on Children..

Shifting focus to teens

Catering to all consumer base.

CONCLUSION
Confectionery consumers in rural Kerala are more brand loyal. Some companies are aggressive in their advertisements but not in placing the brands across their customer.

Price, Quantity, Quality, Freebies,Packing are the Important factors .

The call of the hour for all the Confectionery Companies are reaching the unreached segments in India. RURAL MARKETING

Thank bbYou

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UESTIONS
BIMS

TITTY AND TITTO