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College Assignment
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Tanmay Jauhary
Dzire Milk Shake
Identification of opportunity
Product introduction
Competitor analysis
Planning the research design
Data analysis
Evaluation and conclusion
Flow of research
Opportunity identification Different from flavored milk segment
Only nestle is branded competitor in the milk shake segment Other competitors are local restaurants and café shops
Hypothesis statement“New generation kids and youngsters do
not like simple milk ,they like added flavors and shakes in milk, so good
market opportunity”
Dzire milk shake Size:
200 ml, 500 ml, Tetra pack family pack 1 liter.
Price:
200 ml: 16 Rs/-500 ml: 30 Rs/-1 liter: 55rs/-
Dzire milk shakeIngredients
Fruit extracts and milk; a complete foodSugar, caramel [E150c], Emulsifiers [E322, E471], raising agent[E500], vitamin, mineral, contains no artificial colors.
Nutritional information:
Per 100 ml:190 calories, 8 g protein, 40 g carbohydrate, 0.5 g fat (0 g saturated fat), 5 mg cholesterol, 30% Daily Value of calcium, 125 mg sodium, vitamins: as per fruit ingredients.
Dzire milk shakeFlavors:
mango flavorOrange StrawberryChocolateVanillaBananaAppleCheeku
Target placesPLACE: Delhi-NCR, Mumbai, Bangalore.
•Shopping malls,• retail outlets, vending machine.•College canteen, •health center, Clubs.
Competitor AnalysisMilk shake segment
NESTLE- FUNSHAKE, in flavors of banana, chocolate, kesar elaichi, strawberry, mango.
And other competitors are local café, restaurant etc. in the milk shake segment
Substitute competitorsFlavored milk:
•Amul – kool café, nutramul energy drink, flavored tetra pack, amul kool thandai. Price: Rs.20-Rs.60
Packaging: cans, tetra pack, bottlesAvailability: Through Amul
parlours, super stores, canteens
Contd…
Mother dairy- “CHILLZ”: kesar elaichi, cool vanilla, chocolate swirl.
Price: Rs.10/-Packaging: Poly packsAvailability: Through mother dairy
parlours only.
“Heritage”- chocolate, strawberry, pineapple, badam.
Price: Rs. 12/-Packaging: 200 ml bottles.Availability: canteen, kiosks, super
stores.
Contd…Fruit juice:
RealTropicanaAppy fizz
Soft drinks
RESEARCH DESIGN
RESEARCH OBJECTIVE
To utilise all the resources efficiently in identifying the business opportunities and techniques for selecting samples and collecting data
RESEARCH METHODS USED1. PRIMARY METHOD
--- QUESTIONNAIRES
--- ORAL SURVEYS
2. SECONDARY DATA
3. TWO STAGE DECISION
SAMPLING METHOD USED
•JUDGEMENT SAMPLING•Sample Size - 100
•PRODUCT WOULD BE LAUNCHED IN CITIES:-DELHIMUMBAIBANGALORE
• LAUNCH TIME=2 MONTHS
TARGET POPULATION
SCHOOLSCOLLEGESSHOPPING MALLSGYMS,HEALTH CARE CENTRES(NUTRITIOUS FOOD)
QUESTIONNAIRE
questionnire.docx
Data Analysis
50%
18%
17%
15%
Respondents
StudentsHouse wifeWorking ProfessionalBusiness Professsional
80%
20%
Do you like Milkshake?
YesNo
56.25%
6.25%
25.00%
10.00%
Composition (YES)
StudentsHouse WifeWorking ProfessionalBusiness Professional
Milk ShakeFlavoured Milk
Both
0
5
10
15
20
25
30
35
40
45
50
15
15
50
Preference
Preference
6.25%
12.50%
37.50%
43.75%
Consumption Frequency
DailyMonthlyAlternateWeekly
YesNO
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
87.50%
12.50%
Health Conscious
Health Conscious
Taste
Health
Convinience
40
25
15
Reason for drinking MilkshakeReason for drinking Milkshake
37.50%
18.75%
12.50%
12.50%6.25%
Brand share
AmulNestleMother DiaryHeritageOthers
Student
House w
ife
working P
rofessi
onal
Business
Professi
onal0%
20%
40%
60%
80%
100%
120%
50%
20%10% 5%
25%
20%30%
30%
15%
30% 35%35%
7%
10%
15%
5%
3%
20%10%
25%
AvailabilityPackagingNutritious ValueFlavourPrice
PREFERRED FEATURES
Mango Strawberry Vanilla Banana Apple Orange Cheeku Choclate0
5
10
15
20
25
30
35
40
45
20
30 30
25 25
15
20
40
Students choice
Students
Mango Strawberry Vanilla Banana Apple Orange Cheeku Choclate0
0.5
1
1.5
2
2.5
3
3.5
0
2
3
2
1 1
0
3
House wife
House wife
Mango Strawberry Vanilla Banana Apple Orange Cheeku Choclate0
1
2
3
4
5
6
7
8
9
2
7
5
6
8
4
7
6
Business Pro-fessional
Business Professional
Recommendations
• Chhotu pack
•Launching places
• hospital, gyms, health centers
• Shelf space• Availability of flavors
THANK YOU