Post on 05-Apr-2018
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Mindia Food and Agro Ltd
By: Piyush Sharma
Prateek Chaurasia
Shivam Rai
Ravit Sachdeva
Abhishek SrivastavaVarun Kumar 1
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About Mindia
Mindia Food and Agro Ltd is a MNC from Italy
which is proposing a launch of its well known
Biscuit brand "Mindia to Indian market
Mindia wants to Establish its company and
feature itself in top 2 biscuit selling companies
in India
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Biscuit Industry in India An
Overviewo Biscuit industry in India in the organized sector produces
around 60% of the total production, the balance 40%being contributed by the unorganized bakeries.
o The major Brands of biscuits are- Britannia, ParleBakeman, Priya Gold, Elite, Cremica, Dukes, Anupam andHorlicks.
o After dereservation few MNCs entered Indian market like.Sara Lee, Kellogs, Smith Kline Beecham, Heinz etc enteringthe biscuit industry in India.
Survey Conducted By : IBMA3
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Question 1
What Would be the objective and appropriateresearch design ?
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Objective of Research
We have classified objective into following parts
To find out consumption pattern of Indian
Biscuit Market
To find out the Brand loyalty of existing Biscuitsbrands
To find out the Brand Power of existing Biscuits
brands
To find the reaction of customers with respect
to change in price, quantity, packaging and
taste of Biscuits5
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Segmentation of Population
Broadly there are three ways to segment the market followed by thebiscuit industry:-
o Based on age group Children's(5 12)
Teenager (13-19)
Middle aged(20-45) Old aged (45 onwards)
o Based on purchasing power of the consumers Low Income groups
Middle Income groups
High Income groups
o
The lifestyle approach (What kind of Biscuit they prefer ) Low Calorie Low Sugar
High Fat
Low fat
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Market Research Design(1/5)
Defining the problem, the decision alternative and
research objective :-
The decision making situation on hand is considering the
production of a new brand of Biscuits to the retail market of
India
The decision alternative include the price of product and
consumption patterns
The research objective are to define a market for the product
and understand the consumer behavior of the target market
segment which will be attended.
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Market Research Design(2/5)
Inductive
Research
Inductive Research Approach is used to Develop a general pattern andtentative hypothesis
Descriptive
Research
Designed to provide further insight into the research problem bydescribing the variables of interest(who, what, where, how)
What kinds of people now buy the product, and who buys our brand?
Cross-Sectional
Research
This type of study utilizes different groups of people who differ in thevariable of interest, but share other characteristics
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Market Research Design(3/5)
Developing a Research Plan :-
o Data Source
In this research both primary data sources as well as secondary datawill be used for comprehensive study of Indian biscuit Market
o Research Approaches
Survey researchA survey will enable the company to know aboutconsumer behavior, belief, preferences and satisfaction.
o Research Instruments
Questionnaires It is the most used primary research instrumentbecause of its flexibility, It seems very easy to construct a
questionnaire but all the common mistake researchers do is whileframing the questions itself which may defeat the very purpose ofresearch .So it is very necessary that the questions are very relevantas well as unambiguous
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Market Research Design(4/5)
o Sampling Phase
Sampling Unit- Since biscuits are consumed by themasses of population consisting of children to adultsare the sampling unit for understanding the age groups
Sample Size A size of 500 respondents/city (Includingretailers and Consumer)
o Sampling Procedure
Convenience sampling -attempts to obtain a sample ofconvenient elements. Often, respondents are selectedbecause they happen to be in the right place at theright time.
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Market Research Design(5/5)
Snow ball Sampling - an initial group of respondents is
selected, usually at random.
o After being interviewed, these respondents are asked to
identify others who belong to the target population of
interest.
o Subsequent respondents will be selected based on the
referrals made by them
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Method
Data collectionIt is the heart of the research , Data needs tobe consistent. Honesty and integrity on part of respondent aswell as fieldworker are equally important
Analyzing the InformationThis step will help to extractmeaningful information from the data hence software and otherstatistical tools can be used to facilitate research work
Present the findingsThis step is the face of research. Theresearcher has to present his finding and show his ability tointerpret data
Make the DecisionsAccording to above findings accordinglyMindia will take Decision
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Question 2
o What sources of information would be suitable for the study?
o Through survey from
Retailer
Consumerso Secondary data
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Primary data collection methods
Observation
By observing what consumer is looking for while
buying the biscuit at retail stores and supermarket.
Expert AdviceGetting advices from the experts in the field of Indian
Biscuit Industry.
Surveys
Filling Questionnaires and conducting Personal
Interviews in market, retail stores and supermarket.
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Questions from retailers
o General Questions on shop name, Owner name, shopcategory, location etc.
o Questions regarding the available varieties of Biscuits n theshop, and the various categories of biscuits kept in theshop.
o Whether the consumer demand for new biscuit brands ornot?
o Questions regarding availability of the products
o Questions regarding retailers margin
Margins of the Existing brands Expected margins from a new entrant.
o then questions regarding the products awareness etc hasbeen put forth in the questionnaire.
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Questions from consumerso General questions seeking the name, family status, financial
background of the consumer.o Specific questions about which brand of biscuits the consumer
mainly consumes.
o Questions regarding consumption habits and consumption
occasions of the consumer as in who, when, why and howconsumes biscuits in the family.
o Questions regarding the importance of Price and Quality.
o Questions regarding the Types of brands consumed by the
family, the most preferred brand, and the awareness regardingbrands .
o Lastly and most importantly, question seeking leads about the
judgments, perceptions, trust, attitudes of the consumer behind
purchasing a certain brand.16
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Sample Questionnaire for a consumerName.............
Occupation..
Address..
1) Age
a)
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6) Any particular reason for which you attract most towards a biscuit brand?
a) Quality with less price b) Quality with great taste c) Advertising
d) Brand Ambassador e) After Promoting by Shopkeeper
7) Which type of variety you like most?
a) Cream b) Marie c) Glucose d) Namkeen e) Other
8) How do you find availability of preferred biscuit in your area?
a) Very Good b) Good c) Satisfactory c) Poor d) Very Poor
9) What is the source of information about your preferred Biscuit?
a) Shopkeeper b) Friend c) T.V d) Newspaper e) Other
Any Suggestion..
Sample Questionnaire for a consumer
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Secondary Data
Researches done by IBMA
(Indian Biscuit Manufactures Association)
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Present Market Share
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Survey Conducted By : IBMA
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Based on the production in India biscuits can
be broadly classified into:-
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Mindias Competitor Price-
Distribution
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References
Case Study
http://www.ibmabiscuits.in/ibma/aims-
objective.html
http://www.google.co.in/url?sa=t&rct=j&q=&
esrc
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Thank you
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