MR Presentation - Chocquik

8/11/2019 MR Presentation - Chocquik

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ChocquikPresentJacob Ar

Jose Alfredo De Gu

Nathaniel La

Arselyn


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Product Description

Chocquik: An instant chocolate malt drink by Columbia

International Food Products, Inc.

Three Seals of Approval:

The 2005 National Shoppers Choice Award as theNo.1 Instant Choco Malt Drink

The 2005 National Product Quality Excellence Award

as the Best Instant Choco Malt Drink

The 2005 Philippine Marketing Excellence Award as

the Most Outstanding Instant Choco Malt Drink.


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Target Market

Gender: MALE and FEMALE

Age Group: 7 to 45 years old

SEC: All Socio Economic Classifications


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Frequency Distribution

42

58

Gender

Male Female

[PERCENTA

GE]

[PE

[PER

G

[PERCENTAGE]

[PERCENTAGE]

Age Grou

7-12 years old 13-17 years old

26-35 years old 36-45 years old


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80

12

2

5

1

0 10 20 30 40 50 60 70 80

AB

C1

C2

D

E

SEC (Socio Economic Classification)


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14%

86%

Work Status

Working

Non-Working


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12%

78%

4%

4% 2%

0%

Educational Attainment

College Graduat

Some College

High School Gra

Some High SchooElementary

Some Elementar


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3

10

34

52

1

0

HUSBAND

WIFE

SON

DAUGHTER

RELATIVES

OTHERS

Position in the family



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12%

2%

85%

1%

Marital Status

Married

Single Parent

Single

Widowed

Out of

respon

marrie

parent

1% is

divorcedowed


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[PERCENTAGE][PERCENTAGE][PERCENTAGE]

[PERCENTAGE][PERCENTAGE][PERCENTAGE]

No Children85%

Children

1 Child

2 Children

3 Children

4 Children5 Children

5 Children and above

No Children


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Purchase Decision Making

29% out of 100% said that they are the sole decision make

71% said that they have a big part in the decision makin

in purchasing chocolate malt drinks.


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Brand Awareness

87%

3%

9% 1%

TOP OF THE MIND BRAND

Milo Chocquik Ovaltine Others

[CATERY

NAM13%

[CATEGORY

NAME]72%

[CATEGORYNAME]

4%

OTHER BRANDS ME


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Brand Awareness

0%

44%

15%

0%

Aided Awareness

Milo Chocquik Ovaltine


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0

100

200

300

400

500

600


9958 49

16

6 4

13

109

16

2729

52

52 63

75

18 33

54

38

48

44

4848

61

1413

25

1411

16

1411

30

84

Source of Awareness

TV Radio Billboard Bus Sari-sari Store Supermarket Convenience Grocery Word of Mouth Market


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0

10

20

30

40

50

60

70

80

90

100


96

2418

UNAIDED BRAND ADVERTISING AWARENESS


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0

44

15

0

5

10

15

20

25

30

35

40

45

50


Aided Brand Advertising Awareness


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Brand Consumption


100

32

60

6

BRANDS EVER CONSUMED


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Brand Consumption


94

714

4

BRANDS CONSUMED IN THE PAST 4 WEEKS


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Brand Consumption


87

5 5 3

BRANDS LAST CONSUMED


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Milo87%

Chocquik4%

Ovaltine

1% Others8%

BRANDS USED MOST OFTEN



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Frequency of BUMO

0 5 10 15 20 25

Once a week

Two times a week

Three times a week

Four times a week

Five times a week

Six times a week

Seven times a week

19

27

17

8

6

1

22


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1 Sachet

2 Sachet

2 Spoon

3 Spoon

Others

6

5

3

0

AMOUNT OF CONSUMPTION OF BUMO


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63

1

4

7

2

0

70

1

7

1

1

1

0

140

1

0

0

DELICIOUS

GIVES ENERGY

AVAILABILITY

PRICE

ENDORSER

MILD SWEETNESS

KINALAKIHAN

INFLUENCE

CHOCOLATE LOVER

HEALTHY

FAVORITE

EASY TO PREPARE

PREFERRED BY KIDS

LASANG PINOY

POPULARITY

NAKAKAHIGH

COMPLETE TASTE

TASTE LIKE MILK

SAME TASTE AS BUMO

Reasons for BUMO


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15%

29%

41%

15%

ALTERNATE BRANDS



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12%

27%

45%

16%

TOP ALTERNATE BRAND

Milo

Cho

Ova

Oth


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20

12

000

00

10000

1

000

2

0 0.5 1 1.5 2

DELICIOUS

GIVES ENERGY

AVAILABILITY

PRICE

ENDORSER

MILD SWEETNESS

KINALAKIHAN

INFLUENCE

CHOCOLATE LOVER

HEALTHY

FAVORITE

EASY TO PREPARE

PREFERRED BY KIDS

LASANG PINOY

UNIQUEPOPULARITY

NAKAKAHIGH

COMPLETE TASTE

TASTE LIKE MILK

SAME AS BUMO

REASONS FOR TOP ALTERNATE BRAND


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Consumption Habits

4%

45%

6%2%

16%

6%

21%

CONSUMPTION OCCASIONS

Breakfast Morning Snack Lunch Afternoon Snack Dinner Midnight Snac


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Breakfast80%

[PERCENTAGE][PERCENTAGE]



MOST FREQUENT OCCASIONS

Breakfast Morning Snack Lunch Afternoon Snack Dinner Midnight Sn


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0

10

20

30

40

50

60

70

80

90

100

Home School Work Outing/Vacation

98

197

22

PLACES OF CONSUMPTION


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0

10

20

30

40

50

60

70

80

90

100

Home School Work Outing/Vacatio

96

3 1 0

MOST FREQUENT PLACE


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1 Sachet

2 Sachet

2 Spoon

3 Spoon

Others

10

2

2

1

NUMBER OF PIECES CONSUMED


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7%4%

38%

32%

4%

2%

13%

OTHER USERS IN HOUSEHOLD

Husband Wife Son Daughter Relatives Others None


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Purchase Habits

22

27

4

10

0 5 10 15 20 25 30

i alone

i consult

members highly influential

buy what they want

decide for my own product

PURCHASING ROLE


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19

18

2

0

0

0

0

00

0

0

0 10 20 30 40 50

SUPERMARKET

GROCERIES MINIMART

SARISARI STORE

MARKETSTALL

OFFICE SCHOOL

CONVINIENCE STORE

BAKERIES

DRUGSTORE

FOODSTORE

SIDEWALKVENDORS

ONLINE

OTHERS

WHERE LAST PURCHASE MADE

WHERE PURCHASE OFTEN MADE


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45

37

3

0

1

1

12

1

0

0

0

0 10 20 30 40 50

supermarket

groceries minimart

sarisari store

marketstall

office school

convinience store

bakeries

drugstore

foodstore

sidewalkvendors

online

others

WHERE PURCHASE OFTEN MADE


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1

3

10

34

40

6

250

0

0

0 10 20 30 40 50 60

SUPERMARKET

GROCERIES MINIMART

SARISARI STORE

MARKETSTALL

OFFICE SCHOOL

CONVINIENCE STORE

BAKERIES

DRUGSTORE

FOODSTORE

SIDEWALKVENDORS

ONLINE

OTHERS

UNAVAILABLE OUTLETS


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38

0

0 10 20 30 40 50

Sachet

Pouch

Others

PURCHASE PACK SIZE


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47

48

4

0 10 20 30 40

CONSUMED IMMEDIATELY

PANTRY STOCK

OTHERS

PANTRY STOCK


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7

10

23

20

10

1

1

1

0

0 5 10 15 20 25

everyday

every other day

once a week

twice a week

trice a week

once a month

twice a month

trice a month

seldom

others

FREQUENCY OF BUYING


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44

0 10 20 30 40 50

IN MIND

NONE

WITH PREFERRED BRAND/FLAVOR

None

BUMOin

mind

PREFERRED BRAND


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6

2

5

2

31

0 10 20 30 40 50

MILO

CHOCQUIK

OVALTINE

OTHERS

NONE

PREFERRED BRAND


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47

48

4

0 10 20 30 40 50

SACHET

POUCH

OTHERS

SIZE


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Adhesion

Ye

1 Brand Only Available Brand No Difference

74

22

4

24

78

96

Yes No


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REASONS FOR PREFERRING ONE BRAND

32%

7%

1%6%

1%23%

1%

6%0%

7%

0%5%

1%5%

5%

Masarap Nakakalakas Hydrating Always Available

Sakto ang lasa Nakasanayan Yun lang ang alam Subok na

Nutrition Content Sikat No choice MuraNot too sweet Ayaw ng iba Di nakakasuka


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REASONS FOR CONSUMING WHATS AVAILABLE

0%

0%

0%

79%

0%

10%

0%0%11%

0%

0%

0%

0%

0%Masarap

Nakakalak

Hydrating

Always Av

Sakto ang

Nakasanay

Yun lang a

Subok na

Nutrition C

Sikat

Mura

Not too sw

Ayaw ng ib

Di nakakas

REASONS FOR SIMILARITIES ACROSS BRANDS


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REASONS FOR SIMILARITIES ACROSS BRANDS

25%

25%

0%0%0%0%0%0%0%0%

50%

0%0%0%

M

N

H

A

Sa

N

Y

Su

N

Si

M

N

A

D

P d d B d I


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Product and Brand Image

4.35 4.76 4.55 4.434.06

4.284.6

3.72

4.47 4.

Manufacturer Flavor Availability Price PackagingType

Popularity NutritionalValue

Endorser Quantity EasPrepa

KEY DRIVERS OF PRODUCT

KEY DRIVERS PER PRODUCT BRAND


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KEY DRIVERS PER PRODUCT BRAND

4.54 4.66 4.64 4.48 4.39

4.974.55

4.154.47

3.643.89 3.78

4.023.7

3.4

3.98

3.26

3.983.93

4.334.01

4.173.93

3.73

4.67

3.38

4.2

MANUFACTURER FLAVOR AVAILABILITY PRICE PACKAGING POPULARITY NUT VALUE ENDORSER QUANTITY


WHAT ELSE SHOULD BE PREPARED


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WHAT ELSE SHOULD BE PREPARED

7

24

9

24

3

1

57

6

1 1 12

9

1 1 02

2

C l i d R d ti


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Conclusions and Recommendations


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END OF REPORT

MR Presentation - Chocquik

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Transcript of MR Presentation - Chocquik