Mindia Food and Agro Ltd1

8/2/2019 Mindia Food and Agro Ltd1

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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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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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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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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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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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Mindia Food and Agro Ltd1

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