MARKETING SURVEY

Research on different products under FMCG

Presented to: Dr D.D Swain Faculty-Marketing

8/15/2011

Presented by: Tania & Rohit Dayma

CONTENTS

1. 2. 3. 4. 5. 6. 7. 8. 9.

INTRODUCTION ACKNOWLDGEMENT RESEARCH OBJECTIVES PHASES OF THE RESEARCH INTRODUCTION RESEARCH WORK BIG BAZAAR MOM AND POP STORES BRAND POSITIONING
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ACKNOWLEDGEMENT
We are very thankful to our professor Mr. D.D swain, faculty member(lecturer),for his valuable guidance and help for the project. We also thank the shop sales manager and executives in big bazaar and the owners of MOM & POPs for their valuable time.

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RESEARCH OBJECTIVES
To study the pricing and packaging of products in various categories namely food products, tooth pastes ,soaps and detergents.

To prepare a detailed analysis on the positions each brand in the category is having.

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PHASES OF THE RESEARCH

Phase one- visiting organised retail store(Big Bazaar) and 10 MOM and POP stores.

Phase two-observatory and exploratory research

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INTRODUCTION
This market research has been done to find how big retail outlets like in this case big bazaar and small pops arrange their merchandise. the prices of different brands of categories food items,toothpastes,soaps and detergents have been discussed in this research. Analysis of each brands positioning in the market has also been done.

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RESEARCH WORK

First we visited the retail outlet BIG BAZAAR in THE FORUM, mall in Bhubaneswar.There we observed the arrangements and pricing of the products under different categories. After that we visited the small pops in the neighborhood area to find their arrangements and pricing policy.

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BIG BAZAAR
Big bazaar is a chain of shopping malls in India. Currently, there are 150 big bazaar stores across 80 cities and towns in India. Big Bazaar is part of Future Group and is owned through a wholly owned subsidiary of Pantaloon Retail India Limited.

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BIG BAZAAR
FIRST CATEGORY-FOOD PRODUCTS PASTA
SERIAL NO. 1 2 3 4 5 6 7
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DESCRIPTION DELMONTE MAGGI CHEESE PASTA MAGGI TOMATO PASTA MAGGI PENNE SUN FEAST SOUR CREAM GRANARO SPIRAL TASTY TREAT

WEIGHT 500 g 70g 64g 65g 83g 500g 63g

PRICE Rs.225 Rs.16 Rs.16 Rs.15 Rs.15 Rs.110 Rs.14

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ARRANGEMENT OF DIFFERENT BRANDS

Pastas were arranged according to their brands and packets size.

With small packets on the top shelf and bigger packets in lower shelves.

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SECOND CATEGORY: TOOTHPASTE

SERIAL NO. 1 2 DESCRIPTION COLGATE TOTAL COLGATE ACTIVE SALT WEIGHT 150g (150+150)g 50g 100g 80 g (Children pack) 3 SACH 80 g Combo Pack ( 200 +80 + toothbrush) g PRICE Rs 77 Rs 123 Rs 15 Rs 33 Rs 47 Rs 27 Rs 74

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SERIAL NO 4

DESCRIPTION CLOSE UP

WEIGHT 80 g 150 g 150+150 g

PRICE Rs 35 Rs 60 Rs 97 Rs 40 Rs 70 Rs 47 Rs 60 Rs 80 Rs 34 Rs 69 Rs 92

5 6

HIMALAYA PEPSODENT

100g 200 g + Soap 80 g 200 g 150 +150g

MESWAK

100g 200g 200+ 100+Toothbrush

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ARRANGEMENT OF DIFFERENT TOOTHPASTE BRANDS

Toothpastes were arranged according to the decreasing order of their weights, i.e Value/ combo packs were arranged on the top shelf with lighter packs on lower shelves.

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Third Category: Soaps(Bathing Bars)

SERIAL NO. 1 2 3 4

DESCRIPTION ITC SUPERIA LUX Peach LUX Purple DOVE

WEIGHT 300g (Pack of Three) 65 g 90g 100g 300g (Pack of Three)

PRICE Rs 30 Rs 10 Rs 18 Rs 47 Rs 143 Rs 92 Rs 110 Rs 18

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5 6
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SANTOOR YARDLEY ITC VIVEL

600g (Pack of Four) 300g (Pack of Three) 100g

ARRANGEMENT OF DIFFERENT SOAP BRANDS

Soaps were arranged according to the brands i.e All the different packings of a particular soap brand were kept together.

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Fourth Category: Washing Detergents

SERIAL NO 1 DESCRIPTION SURF EXCEL MATIC ARIEL OXY BLUE SURF EXCEL BLUE WEIGHT 500g 2 Kg 2 3 500g 1Kg 475g 713g (1 soap bar Free) 1.43 Kg (After wash free) 3.1 Kg ( Bucket Free)
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PRICE Rs 95 Rs 405 Rs 100 Rs 199 Rs 60 Rs 90 Rs 180 Rs 445 Rs 375

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4 Kg

SERIAL NO 4

DESCRIPTION TIDE PLUS

WEIGHT 1 Kg 6 kg

PRICE Rs 74 Rs 430 Rs 90 Rs 335 Rs 29 Rs 58 Rs 210 Rs 309

HENKO

500g 2 Kg

RIN

500g 1 Kg 4 Kg 6 Kg

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ARRANGEMENT OF DIFFERENT DETERGENT BRANDS

Detergents were arranged in columns with each brand occupying one vertical column and arranged in according to increasing order of weights. Super Value packs (6 kg packs) of all the brands were arranged separately.

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MOM & POP Store Analysis.

DEFINATION A small business that is typically owned and run by members of a family: A MOM & POP STORE

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NAMES OF FEW OF THE POPs.

Health and medicine store Public variety store Sudha store Taran tari Sara lahiri store Agarwal grocery stores

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ARRANGEMENT OF DIFFERENT PRODUCTS

the usual trend

PASTA The usual trend of arrangement for this category was that all the brands were kept together in one carton/box near the counter. TOOTHPASTES The new ones were kept in the front in their special racks given by the companies.and others were arranged at the back according to their brand.size not being considered.
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DETERGENTS and SOAPS They were mostly kept inside the stores in their respective racks in their counters on back shelf. they were arranged mostly product wise

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BRAND POSITIONING
In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. Re-positioning involves changing the identity of a product, relative to the identity of competing products, in the collective minds of the target market.
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De-positioning involves attempting to change the identity of competing products, relative to the identity of your own product, in the collective minds of the target market.

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SOAPS
LUX Lux: The brand is being positioned as the favorite soap of Film stars has been consistent interms of communication and positioning. The brand is also the classic example of successful celebrity endorsement

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DOVE
The love-your-beauty attitude has worked well with its new brand extensions, which included the launch of new body care, facial moisturizers and hair products. On the social side, the Dove Self-Esteem Fund was launched.

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DETERGENTS
SURF EXCEL . Surf has always chartered a different approach to brand positioning, be it their innovative dabbling with Lalitaji orJaise bhi daag ho surf excel hai na or for that matter the just concluded campaign do bucket paani ab rozana hai bachana. Surf has always come up with adverts, which are very different from its competitors, and hence they have always enjoyed a much better visibility and brand recall.
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DIRT IS GOOD

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TOOTH PASTES
COLGATE ACTIVE SALT Colgate Active Salt combines salt with calcium and minerals to make teeth strong and gums healthy. Developed after extensive consumer research in India, it is positioned as an everyday family toothpaste that combines a minty taste with a dash of salt for a unique brushing experience.

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CLOSE UP We've heard the Close Up ad jingle - 'Kya aap Close Up karte hai?' for a while now. The latest on that front is the slightly different version of the same - 'Kya aap "naya" Close Up Karte Hai?' And that's not where it ends. Apart from a new television commercial (TVC) to relaunch the Close Up red gel toothpaste, Hindustan Lever Limited (HLL) is also looking at a holistic multi media campaign for which innovation will be BUZZ WORD.
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bibliography
WWW.BIGBAZAAR.FUTUREBAZAAR.COM WWW.INDIARETAILING.COM WWW.WIKIPEDIA.COM GOOGLE IMAGES TIMES OF INDIA, THE TELEGRAPH. JANPATH AND SAHEED NAGAR STORES BHUBANESWAR. BIG BAZAAR,THE FORUM,BHUVANESHWAR
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THANK YOU

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