Confectionary Markets in Rural India
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Transcript of Confectionary Markets in Rural India
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AN ANALYSIS ON CONFECTIONERY
MARKETS IN RURAL KERALA
Dr.Mathew Joseph , Ms.Anney Chacko, Mr.Titty Benjamin
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WELCOME
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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
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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 Ranischocolate)
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RESEARCH FINDINGS
Brand penetration:-
Cadbury India is also doing advertisement
stunts to capture the attention of ruralconfectionery customers.
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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.
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RESEARCH METHODOLOGY
Research Design
Mode of Sampling : Convenient Sampling.
Basis of survey: Kottayam, Pathanamthitta, Alleppey.
Survey Techniques: Direct Interview
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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.
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RESEARCH METHODOLOGY
Sample Size
Total sample size was 200 which included Retailers andConsumers.
Retailers 100
Consumers 100
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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%.
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5-Star Campaign Ramesh-Suresh
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Trying to lure Consumers by
promotional strategies.
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RESEARCH FINDINGS
Brand conscious
Rural consumers are highly brand conscious in case of
the confectionaries.
Branded confectioneries- 78
Foreign confectioneries- 6
Any confectioneries- 16
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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
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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 consciousand they demand better quality confectioneries while
rest of28 % retailers voted out stating that they didnt
feel a brand push
RESEARCH FINDINGS
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Promotion Strategy:-
86 households stated that television ads were the most
successful promotion methods,
14 households stated that they have known thesebrands only after seeing these brands in the shops as
display and after retailers suggesting them to purchase
and try the chocolates.
RESEARCH FINDINGS
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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 perweek.
Its delightful to note that none of the retailers
had complaints about selling of these brandedconfectionery, although they demanded a
slight increase of the profit margin.
RESEARCH FINDINGS
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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.
RESEARCH FINDINGS
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Exploit growth opportunities across various
Confectionary Market segments in rural areas through
proper branding.
Devise market-entry and expansion strategies withintensified Advertising.
Understand the competitors operating in the Indian
Confectionary Market in rural areas.
FOR NEW ENTRANTSSUGGESTIONS
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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 forceof Confectionary in market.
FOR NEW ENTRANTSSUGGESTIONS
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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.
FOR EXISTING PLAYER
SUGGESTIONS
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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
FOR EXISTING PLAYERSSUGGESTIONS
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Focussing on Children..
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Shifting focus to teens
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Catering to all consumer base.
CONCLUSION
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CONCLUSION
Confectionery consumers in rural Keralaare more brand loyal.
Some companies are aggressive in their
advertisements but not in placing thebrands across their customer.
Price, Quantity, Quality,
Freebies,Packing are the Importantfactors .
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The call of the hour for all the Confectionery
Companies are reaching the unreached
segments in India. RURAL MARKETING
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Thank
bbYou
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QUESTIONS??? ??
? ??
??
TITTY AND TITTO BIMS