Yummiez TikkiezProject description

Project title-Godrej Yummiez Tikkiez

Sample size-101-customers

Sample size- Retailers-28 Research Type-

Descriptrive as well as Exploratory

Project By-Sanjeev Vishwakarma(SIES College Of Management)

Objective Of The Research

1. To find out what changes if any the customers want in form and taste of our product.

2. To find out what do the customers do with the tikkiez (burger patty) they purchase?

3. To find out in what aspect are the competitors better than us.

People who buy Yummiez Tikkiez

Current buyers never tried Tried but don’t buy currently0

10

20

30

40

50

6056

2421

Series1

People currently buy currently buy Yummiez Tikkiez for the following reasons

Taste; 55

Pack-age; 7

Money ; 5

Availability; 19

Of -fers; 10

Trust the brand Godrej; 3

TastePackageMoney AvailabilityOffersTrust the brand Godrej

People have tried Yummiez Tikkiez before but don’t buy currently for the following reasons

Taste; 9

Package; 5

Money ; 7

Availability; 5

Offers(Small pack); 11

TastePackageMoney AvailabilityOffers(Small pack)

Respondents have never tried Yummiez Tikkiez for the following reasons?

Mccain aaloo tikki; 5

Venky’s, 11

Al-kabeer; 4

no smaller packs; 2

costly; 1

Mccain aaloo tikkivenkiesAl-kabeerno smaller packscostly

What would you like to change

spiceness; 24%

core ingredients; 76%

spicenesscore ingredients

What percentage of respondents want changes in veg ingredients

yes no42%

44%

46%

48%

50%

52%

54%

47%

53%Series1

The veg ingredients people would like to add

Carro

tPea

s

veggie

s

More sp

ices

Less a

aloo

Paneer

Mushroo

mPaa

lak

Follow

Mccain

aaloo

tikki

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

10.40% 11.45%

25.00%

21.87%

9.37% 8.33%

4.16% 4.16% 5.20%Series1

Percentage of respondents who want changes in Yummiez Chicken Tikkiez core content

yes no0%

10%

20%

30%

40%

50%

60%

70%

35%

65% Series1

What change do they want ?

more chicken chicken+egg white0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%93.33%

6.66%

Series1

You like the taste of which Veg tikkies or burger patty( first preference)

Yummiez; 30%

Al-Kabeer; 6%

Mccain aaloo tikki; 50%

Sumeru; 11%prabhat; 2%

YummiezAl-KabeerMccain aaloo tikkiSumeruprabhat

You like the taste of which veg tikkies or burger patty( all preferences)

Yummiez; 32.70%

Al-Kabeer; 8.77%

Mccain aaloo tikki; 42.10%

Sumeru; 11.11%Al-Farm; 2.33%

YummiezAl-KabeerMccain aaloo tikkiSumeruAl-Farm

You like the taste of which non-veg tikkies or burger patty( first preference)

Yummiez; 43.00%

Venky’s51.60%

Al-kabeer; 5.37%

YummiezVenkiesAl-kabeerSumeruPrabhat

You like the taste of which non-veg tikkies or burger patty (all preferences)

Yummiez; 32.70%

Venky’s, 50.90%

Al-kabeer; 11.90%

Sumeru; 1.88% Prabhat; 2.51%

YummiezVenkiesAl-kabeerSumeruPrabhat

Are you satisfied with the size of yummiez tikkiez( veg)

yes; 63.63%

n0-smaller; 33.76%

no-bigger; 2.60%

yesn0-smallerno-bigger

Are you satisfied with the size of Chicken Yummiez Tikkiez( non-veg)

92.65%

7.35%

yesno- biggern0-smaller

Multiple uses of tikkies (burger patty)- first preference

Burger; 62%

Starters; 19%

Sandwich; 7%

Bread roll; 4%

Side dish; 1%

cutlet; 4%

evening snacks; 3%

BurgerStartersSandwichBread rollRoti rollSide dishRagda patticecutletevening snacks

Multiple uses of tikkies

Burger; 27.40%

Starters; 24.30%

Sandwich; 12.15%

Bread roll; 4.16%

Roti roll; 4.50%

Side dish; 9.30%

Ragda pattice; 2.77%

cutlet; 7.60%evening snacks; 7.60%

Burger

Starters

Sandwich

Bread roll

Roti roll

Side dish

Ragda pattice

cutlet

evening snacks

Name that appeals you the most

tikkies burger patty cutlet0

5

10

15

20

25

30

35

40

45

50

no.1no.2no.3

why do you prefer other brand

Taste; 31.88%

Package; 8.69%Value for money; 21.73%

Availability; 8.69%

Offers; 17.39%

others(trust); 11.59%

TastePackageValue for moneyAvailabilityOffersothers(trust)

Promotional activities you like

`Frees/offers hoardings Samplings Tvcs Good product0

10

20

30

40

50

60

70

80

24

3

80

9

24

Series1

Suggestions

More tastings; 17.5

Small pack offer; 17.5

compact pack; 7.5

Work on core content; 7.5Value for money; 10

mutton ; 7.5

advertise; 5

No suggestion; 15

prawns; 5reduce the size of veg tikkies; 7.5

More tastingsSmall pack offercompact packWork on core contentValue for moneymutton advertiseNo suggestionprawnsreduce the size of veg tikkies

Retailers that keep Yummiez Tikkiez

yes no0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

82.10%

17.80%

Series1

Reasons why some retailers don’t keep yummiez tikkiez

PEOPLE DEMAND VENKY’S PEOPLE DEMAND ONLY MCCAIN AND

VENKY’S SERVICE IS NOT PROPER

Ranking of veg products

Mccain Yummiez Sumeru Al-kabeer Al-farm0

2

4

6

8

10

12

14

16

18

20

20

3 30 1

0

14

3

3 1

0

2

7

5

0

rank-3rank-2rank-1

Ranking of non-veg products

Venky's burger patty

Yummiez Sumeru Venky's cutlet Al-farm0

5

10

15

20

25

30

18

3 2

11

1

4

8

0

10

0

0

11

0

8

0

No.3No.2No.1

Different promotions carried out by individual brands

Yummiez Tikkiez Venkies Sumeru Mccain Al-kabeer0

2

4

6

8

10

12

3

9

1

4

0

5

11

1

3

00

2 2

0 0

1

0

1

0

1

TastingsPostersDiscountsOffers/Gifts

Brands beneficial to sell

Venkies Yummiez Al-Farm Mccain Prabhat Sumeru All None0

10

20

30

40

50

60

84 2 2 1 1

10

0

18

31

60 0

0

0

3

4

0

0

0 0

19

1

3

5

1

0

0 3

16

0

8

5

00

00

14

0

ServiceRetailer-Distributor RelationshipCredit PeriodVolumeMargin

Suggestions

Name c

hang

e

Work on

brea

kage

offers

/gifts

Tastin

gs

adv/ed

ucate

reduce

pack

size

small

pack

offer

servic

ecre

dit

margin

new va

rities

no sug

gestio

ns0

1

2

3

4

5

6

7

8

9

9

43

54

5 5

1 1 12

3

Series1

SWOT ANALYSISStrengths

TANGIABLE STRENGTH.Taste.Availability

INTANGIABLE STRENGTH.The Brand –Godrej Tyson

Weakness

.No flexibility in pack

.Promotion

.The name Tikkiez

Opportunities

.Name change to Burger patty- the name will be self-explanatory for its utility.-will motivates the retailers to sell more of our product because of cross-selling..Small –pack offer- Will enable the new users to try our product( to increase the reach). New Variants in Tikkies-peas,carrot ,paneer,etc

Threats

Promotional schemes like extensive tastings and small pack offers by brands like Venky’s and Mccain

INTERNAL

EXTERNAL

Competitors Analysis

OBJECTIVE:-

Occupy major market share in the frozen foods category

McCain Aloo tikki

Rs.49/400gm/10pcsPer piece-40gmRs-4.9

Per gm-Rs0.12

YUMMIEZ VEG TIKKIEZ

Rs.75/360gm/4pcPer piece-90gmRs.18.75

Per gm-Rs-0.208

SUMERU VEGETABLE BURGER PATTY

Rs.75/300gm/4pcPer piece-75gm-Rs.18.75

Per gm-Rs-0.25

Al-KABEER ALOO TIKKI

Rs.67/250gm/10pcPer piece-25gmRs-6.7Per gm-Rs-0.268

VENKY’SCHICKEN BURGER PATTY

Rs.124/450g/5pcsPer piece-90gmRs.24.8Per gm-Rs-0.275

YUMMIEZ CHICKEN TIKKIEZ

Rs130/360gm/4pPer piec-90gmRs.32.5Per gm-Rs-0.361

SUMERU CHICKEN BURGER PATTY

Rs.90/300gm/4pcsPer piece-75gmRs.22.5Per gm-Rs-0.3

AL-KABEER CHICKEN BURGER

Rs.71/200gm/4pPer piece-50gmRs-17.75Per gm-Rs-0.355

Price Competition

Capabilities

Yummiez- A product from a house that is already known for quality that it ensures with each of its products.

Venky’s-Old and trusted brand in poultry products. They already have a humongous customer base of Bromark Chicken consumers.

Mccain – Well established in its own realm (potato products)

Suggestions

Change the name- if feasible to something that conveys more about the utility of the product. Eg. Yummiez Veg- Burger Tikkiez or Yummiez Chicken Burger Tikkiez Cross –selling.

Smaller packs- to attract new customers , this can work as a sample for the new as well as users of the other brands.

Decrease the size of the package - a. Maximum utilization of the storage space b. Decrease the handling cost Advertise to educate -people about the storage

as well as frying method.

Introduce more variants-like mutton tikkiez, fish tikkiez, paneer tikkiez , paalak tikkiez.

Service- focus on the retailers in terms the re-order calls .