STUDY OF THE 4TH P - “PROMOTION” BY MCCANN ERICKSON FOR THE
BRAND, BRITANNIA GOOD DAY, THECOMMUNICATIONS PLAN
FOR PRE AND POST LAUNCH OF NEW PRODUCT VARIANTS AS WELL AS
EXISTING PRODUCTS
Project by: Ms. Divya Kotwal [email protected]
Balaji Institute of International Business (BIIB), Pune Survey No. 55/2-7, Tathawade, Opp. Wakad Police Station, Off Pune-Mumbai Highway, Pune -
411 033. (T): +91 - (020) - 6674 1081/ 83/ 84/ 85
ABSTRACT
McCann Erickson was working on the pre-launch activities for their client Britannia – Good Day concentrating on the pre-launch, launch, post launch activities for Britannia good day classic cookies.
Also for the first time Britannia was going into 360º communication for their entire range of Good Day biscuits and cookies.
The research aimed to find out the existing market, analysing the competitive environment, determining the target audience, suggesting product features, and analysing the impact and effectiveness of the new promotional techniques used.
The focus was with the fourth P- Promotion, as being an advertising firm other aspects like product and price are under the discretion of Britannia only.
The research questions were answered by analysing the buying behaviour of consumers and observational techniques.
The conclusion is in the form of recommendations as well. The conclusion of the project was that the 360º communication that is adopted by McCann Erickson is the right way to go in a competitive environment like today and also the different variants introduced not only keep the interest of the consumers alive but also help in fighting competition and keeping the loyalty of the consumers.
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Overview of the Project
The following activities/ recommendations were undertaken during the project:
a) TO CREATE AWARENESS ABOUT THE SOON TO BE LAUNCHED PRODUCT- BRITANNIA CLASSIC COOKIES
- Promotional tools to be used for the same
b) TO ENFORCE BRAND RECALLING FOR THE ALREADY EXISTING VARIANTS OF BRITANNIA GOOD DAY
c) RESEARCH ANALYSIS
- In depth analysis of the current promotional techniques being used by Britannia Good Day
- Study of consumer behaviour and the post launch effect of the latest campaign by McCann Erickson
d) PRE-LAUNCH ACTIVITIES FOR BRITANNIA GOOD DAY CLASSIC COOKIES
e) 360º COMMUNICATION TECHNIQUES BEING IMPLEMENTED BY MCCANN ERICKSON
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Executive Summary
My project titled “understanding the effect of 360º communication for
Britannia good day” basically aimed to analyze the full impact of the
4th P- Promotion aspect of the marketing mix.
Also for the first time Britannia Good Day is taking up a full fledged
communication technique.
The objectives of the project were to make the people aware about the
new Good Day “Classic Cookies”, to enforce “brand recalling”, find
out how and why brands follow a certain display technique in retail
outlets and to know what Britannia Good Day is doing as a technique
for visual promotion in retail outlets.
To undertake these objectives tools like questionnaires, observational
techniques, focus groups, pictorial assistance were used. The analysis
was done using charts and graphs.
The conclusion of the analysis was that promotional techniques are an
important factor affecting the buying pattern of consumers. This is
more in case of products like biscuits and cookies. Thus the 4th P needs
to be taken care of and much success of such a product depends on it.
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INDEX
SR. NO. TABLE OF CONTENTS PAGE
NO.
1. INTRODUCTION 6
2. McCann- OVERVIEW 8
3. ASSIGNMENT 1 21
4. ASSIGNMENT 2 27
5. ASSIGNMENT 3 51
6. ASSIGNMENT 4 67
7. ACKNOWLEDGEMENT 110
8. REFERENCES 111
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INTRODUCTION
The project was a set of four assignments:
1) Pre launch analysis of Britannia good day classic cookies
2) Visual display of Britannia good day classic cookies in retail
outlets
3) Impact of the new Britannia good day ad on the consumers
4) Report on understanding the effect of 360 degree communication
for brand Good Day
Each assignment is treated as a separate project with individual set of
assumptions, hypothesis and analysis techniques and processes,
However, the main point under consideration in all of them was to
observe and analyse the impact of PROMOTION aspect of the
Marketing Mix and how & why that affects the consumer behaviour
and buying patterns.
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McCann OVERVIEW
A member of the interpublic group, McCann is the worlds leading agency. In 205 cities, 138 countries, not just on a map ….a living, breathing entity, with offices constantly in touch with each other.
It is Asia Pacific’s Leading Network:
• The largest agency network in the region• 30 offices, 17 markets • Recent Agency of the Year honours in India, Philippines, Thailand
McCann India• Started operations in India in May 1985 as Tara Sinha Associates Pvt. Ltd.• McCann-Erickson Worldwide acquired 40% equity and the name
changed to Tara Sinha McCann-Erickson (India) Pvt. Ltd.• In March 1995, McCann-Erickson Worldwide acquired 100%
equity and the name changed to McCann Erickson India Ltd.
Our Leadership Structure• Prasoon Joshi
• Executive Chairman, McCann Erickson Worldgroup• Regional Creative Director, APAC
• Sanjay Nayak• President, McCann Erickson Worldgroup
• Govind Pandey• President, McCann Erickson Advertising
Our Divisions• Advertising: McCann Erickson India• Media Services: Planning and Buying: LODESTARUniversal• CRM, Experiential Marketing & Interactive: MRM Partners• Healthcare Communication: McCann Healthcare• Public Relations: Corporate Voice-Weber Shandwick• Specialist Services: Design Cell
7
GLOBAL CLIENTS
McCann Worldgroup Global Retail Experience (Past and Present Clients)
8
Design Cell
• A separate Creative Resource Group of Graphic Art specialists• Strong retail focus on delivering end to end design and execution
solutions on• Print Collateral and POS• In Store Signage and Display systems• Packaging • Exhibit and Environment Design
• Geared for delivering high volume with fast turnaround• Strong credentials with proven experience on topy FMCG and
Service brands
Delivery and Production Infrastructure• Full service Studio resource structure working across multiple
shifts on completely digitized workflows• Captive in-house facilities including language, Repro and Film
editing suites to deliver efficiency .on cost and faster turnaround• Template servers and online approval solutions being implemented
to further automate processes
Recognition• Gunn Report Awards Rating• Most creative McCann Erickson office worldwide• Most Cannes Lions in a single year for any agency• Most awarded agency in 2007• Asia Pacific EFFIE winner• Best Creative Director in APAC
Our clients – IndiaFMCG
• Johnson & Johnson • Hindustan Lever • L’Oreal• TTK Group• Marico Industries
Corporate• Reliance ADAG
F&B• Hindustan Lever
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• Coca-Cola• Nestle• ITC Foods• Dabur• Britannia• Tata Tea
Services• Barclays Bank• MasterCard• Virgin Atlantic• Cathay Pacific• UPS• Western Union• Shaadi.com
Insurance• Metlife India
Technology• Intel• Microsoft• Compaq
Media• NDTV India• NDTV Imagine• Radio Mirchi• The Economic Times
Apparel• Sara Lee• Reebok
Durables• TVS Motor• Onida• The Mobile Store
MCCANN ERICKSON- SOUTH
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The Kind Of Agency We Are
• Large agency body, small agency soul• Grow agency by growing brands, growing people• Forge strong relationships with clients by doing the same with their
brands, with their consumers• Work that grows brands is creative
What gives us joy• Aashirvaad: Number one within 3 years of launch• TVS Scooty: Number one and dominant segment leader• Kwality Walls : Turnaround, Best promotions in Asia/India• Chakra Gold: No. 2 brand up from scratch in 10 years• TVS Max: Advertising that doubled the volumes• Kohinoor: 35% increase in market share• Pondicherry Tourism: 40% jump in tourist arrivals in 1 year
• Building brands: from launch to leadership• Aashirvaad Atta• Chakra Gold• TVS Star• TVS Apache• Titan Eye+
McCann Erickson South: Clients• Britannia: Good Day, Treat, Pure Magic, Little Hearts, Chutkule, Bourbon• Delphi-TVS Fuel Injection Equipment• Dr Scholl’s Foot Care Products• Intel : All brands• ITC Foods : Aashirvaad staples + RTE• Microsoft : Windows Live Messenger, Search, Mail• Paramount Cosmetics: Shilpa, Instinct• Tata Tea : Chakra Gold• Titan : Eye+• TTK-LIG: Durex, Kohinoor• TVS : Scooty, Star, Apache, 3-wheelers• TVS Electronics : Printers
The people behind it all:
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• Dileep Ashoka Senior Vice President & GM - South• Sujit Das Creative Director• Sujit Unni Creative Director• Vaishali Verma Associate Vice President & GM –
Lodestar Universal• Eswara VAN Sharma Strategic Planning Director
Building brands the McCann wayOur Strategic Advantages
• Distinctive strategic planning led creative solutions• A full-service communications company - holistic/integrated
approach to brand building
What we are essentially about… Bringing insights to life
Insights• Usually found not by looking at new things or by searching harder• But by seeing with new eyes, in new ways• Insight: A fundamental explanation that is retrospectively self-
evident
The Starting Point: A New Way Of Seeing Things• The Brand as the intersection
• of business on one hand and people, culture and society on the other hand
• The branding process as accretion of meaning• around a specific object• to make it relevant to a particular society & culture, and its
people
Decoding Society and Culture• Understanding why we behave the way we do• Through research, studying popular culture, society, unconscious
habits, mythology, media, rituals and other ‘behavior scraps’
Traditional Brand Planning
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Category EnvironmentCategory Environment
Competitive EnvironmentCompetitive Environment
Brand EnvironmentBrand Environment
Brand StrategyBrand Strategy
CreativeCreativeBriefBrief
Traditional Brand Planning
LifeLife
CultureCulture
Social StructureSocial Structure
TrendsTrends
Strategic Planning at McCann
TraditionalTraditionalBrandBrand
PlanningPlanning
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Road Map to Effective Advertising
PulsePulse
Consumer
Insight
ConsumerConsumer
InsightInsight
Brand FootprintBrand Footprint
Brand Insight
Essence of the Brand
Brand InsightBrand Insight
Essence of the BrandEssence of the Brand
Selling StrategySelling Strategy
Imaginative Process to Determine Unique
”Selling Idea”
Imaginative Process to Determine UniqueImaginative Process to Determine Unique
”Selling Idea””Selling Idea”
HofstedeHofstede
Core Value, Rituals, Role
Models, Symbols
Core Value, Rituals, Role Core Value, Rituals, Role
Models, Symbols Models, Symbols Brand StarBrand Star
Role in LifeRole in Life
Two Key Elements• Understanding the brand as system• Understanding the consumer in depth
The Method• An in-depth understanding of the Indian consumer’s motivations
across a wide cross-section of her life• A comprehensive mapping of the brand as culture• Identifying the mindset to which the brand needs to appeal• Creative expression that impacts people’s lives
The Key• Deep understanding of the fundamental: getting to the source• Greatest investment in getting clarity upstream• A strategic process that allows for insight to be translated into
creative solutions
Understanding the Consumer• PULSE• Culture Mapping• Decoding the everyday life, behavior• Secondary reading across disciplines• Synthesis with research, market information
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DetailsTechnology & Design
• Starting point: Why are most things to do with technology black in color?
• Relationship between design & technology• Masculine and feminine technology• Hardware and software• Interface technology
Food in India: Yesterday, Today, Tomorrow• Many meanings of food
• Rajasik/Tamasik/Sattvik• Ma ke haath ke parathe, Fasting
• Core v/s Periphery• Tomorrow’s drivers• Cultural issues
How India adopts change
• Music, films, food, fashion, language, technology• Extensive reading of history• Identifying the underlying pattern• Used across product categories
Other Projects• The idea of beauty in India• Technology & Design• Small Town India• The world of the child: An analysis of stories• Regional culture mapping• The Meaning of the Street• Indian masculinity• Home Names: The Meaning of Ghar
Insight MappingHofstede
• Hofstede Framework• An example
• Understanding the Indian youth
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The framework
• Understanding through popular culture• DDLJ the movie• A reflection of changing youth aspirations
Core Value
Rituals RoleModels Symbols
Desire for painless transition
Primacy of parents
Absenceof
rebellion
Belief intradition
ShahRukh Khan
Buying Beer
Trip to Europe
Respect for virtue
Father
ReturningHome
Kajol
Miniskirts
Mother
The joy offamilies
FeedingPigeons
DDLJ: Decodingthe movie
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Example: Tea/Coffee in IndiaThe meaning behind the beverage
Unpretentious
Ordinaryenjoyment
Awaking ritual
EasyCamaraderie
Plebianintelle-ctualism
Amol Palekar
Nukkad
NanaPatekar
Dropping byfor tea
Marie
The Newspaper
The cupthat
cheers
Roadsidetea stall
Collegecanteen
Two is to three
Cup & saucer
Pakora/Samosa
Railwaystation
Kullar
Dippingbiscuit in
tea
Chotu
Peopleas they
are
‘Chai pucha’
THE GREASE OF LIFE
Hanging nara
Khakiclad jean wearing
PGstudents
Resources• XX Planners across the country• 3 people in Insight, 2 in Information
• Pulse• Culture Mapping• Information Tracking (National & International
PULSE• Fortnightly interactions in 5 centers• 4 constituencies• 6 small towns on project basis• Children’s Pulse piloted
Changing Indian Society analyzed through Changing Hindi Film Lyrics
• A Media Ethnology Study• Content analysis of 40 years of film songs• 1500 songs analyzed• Beauty, love, religion, liquor, patriotism…
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The Meaning of Money• Money and its role in Indian society
• means of coping , fulfill karmic duties vs. improving• immovable, inertia vs. movable, growth
• The Fear of Tomorrow and its impact on attitudes• contained in the good today lurks a bad tomorrow• kala tikka • reducing insurance to a short term investment
• Understanding the monetization of Indian society
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TABLE OF CONTENTS – ASSIGNMENT 1
PAGE NUMBER
1. 1.1 Objective 14
1.2 introduction 18
1.3 the target segment 19
1.4 touch points
- Malls
- Colleges
- Departmental stores
- cafes
20
2. What cookie man is doing 20
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BRITANNIA GOOD DAY CLASSIC COOKIES
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OBJECTIVE
To make the people aware about the new Good Day “Classic Cookies”
Getting the consumers to sample the cookies in an innovative and
interesting way
To enforce “brand recalling”
INTRODUCTION
Britannia is introducing a new range of cookies- Good Day Classic Cookies.
They are in 3 flavors: Choconut, Honey & Raisin and Butterscotch
They will be available in 75gm packs containing 7 cookies for Rs.14 and a big box containing 2 strips of the 75 gm pack for Rs.28
THE TARGET SEGMENT
The target are youth between the age of 16 to 24yrs
Non earning people, getting pocket money from Sec b+, a, a+
Going to places like malls, movies, bowling alleys….
Have to budget their expenses in limited resources
Would like to get something good to eat without having to worry about its cost
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TOUCH POINTS
MALLS : - Frequently visited by the TG- Would cover a large number of people
COLLEGES : - Maximum coverage of the TG- Can organize a single event for the whole group- Can have more impact and influence on a group
CAFES: - Frequented by the TG - Can act as a place for initiating selling
DEPARTMENTAL STORES: - Can act as a medium of sampling the cookies simultaneously initiating selling
MALLS
Have kiosks with the different flavors of cookies for sale with free samples as testers. A small gift like personalized key chains can be given.
Cookie eating contests
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COLLEGES
Sponsor college events like fests, cricket matches where youth are involved.
Have events like cookie eating contests, hurdles race like… - 1 st hurdle : Blindfold the participants and they have to guess the flavor - 2 nd hurdle : Cookie and spoon race - 3 rd hurdle : Eating ‘x’ number of cookies in 1min. - 4 th hurdle : guess the number of cookies in the jar
Colleges can have the Mini packs for convenience
CAFES
Large size cookies with personalized messages written in chocolate with a delicate packing over them.
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People who order cookies can get their instant pictures clicked and be given in a paper photo frame. Can also have a “good day classic moments” wall to put the picture in.
For tables, have a cardboard box with a sliding lid. The moment you open it, the cookie pops out.
For indoors have a cookie shaped wall clock with chocolate drooling for the hands of the clock and nuts for the digits
Cookies of different shapes for sampling
Gifts over purchase of a certain amount, like coffee mugs, cd’s
Large inflated cookie shaped balloons hanging from the ceiling…can also have lighting provision
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Can have wall art made of cookies
DEPARTMENTAL STORES Offers like return 3 empty wrappers and get a gift
Cookies are complimentary to tea and coffee. A display of them can be placed next to a tea and coffee counter
You can have a revolving display of cookies, with the 3 different
flavors
Games and contests-look under the wrapper for a gift or inside the box, lucky draws.
Samples of cookies in different flavors
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What “Cookie Man” is doing…Current offer:- buy one large box. get the smaller one freeGiving personalized boxes with names and logosFestive offers-different boxesPartners with “CRY”
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TABLE OF CONTENTS – ASSIGNMENT 2
PAGE NUMBER
1. 1.1 Introduction 14
18
1.2 Objective 19
1.3 Touch Point
Namdhari
Foodworld More Fresh Spencer’s
20
1.4 Methodology 20
1.5 Limitations 20
2. 2.1 Methodology 21
2.2 Observation 21
2.3 Analysis 23
3. 3.1 Suggestions 31
4. 4.1 Conclusions
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REPORT ON THE VISUAL
MERCHANDISING OF BRITANNIA
GOOD DAY CLASSIC COOKIES IN
RETAIL OUTLETS
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OBJECTIVE
To find out how and why brands follow a certain display technique in retail outlets
To know what Britannia Good Day is doing as a technique for visual promotion in retail outlets.
Also to find out what promotional tools Britannia Good Day as well as its competitors are doing.
TOUCH POINTS
Visiting retail outlets like:
Foodbazaar Namdhari Foodworld More Fresh Spencer’s
These retail outlets are being visited because here we can see the full impact of the visual positioning of brands here,
It is the right place to compare the promotional techniques of Britannia with its competitors.
Britannia Good Day has competitors like:
Parle Hide n Seek ITC Sunfeast Golden Bakery Parle Milano
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What points need to be taken care of:
What location inside the store are cookies placed
Are all cookies of the same brand kept together
What all other biscuits and cookies are present in the outlet
Any offers, poster, promotional tools are being used in the outlets
See the packaging of the biscuits and cookie packs
Is any specific brand of cookie being given any special focus or advantage over others
Any information about what offers are to come in the future
Methodology
The methodology being followed is:
Firstly all the retail outlets would be visited keeping in mind the above mentioned points
Then the observations would be noted regarding the placement and visual merchandising of Good Day biscuits and cookies
Third step would be the analysis of why such a technique is being used and how it may be impacting the promotion and sale of Good Day.
Suggestions would be given at the end
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Now we shall take each retail outlet under observation:
FOODBAZAAR (Location: Bangalore central)
OBSERVATIONS:
As soon as you enter the outlet the first display is of chocolates the moment you get out of the lift
The is a specific area for all types of goods which is demarcated properly with boards hanging from ceiling indicating the aisles
There are 2 sides of the racks taken up by biscuits and cookies
1 of them is completely taken up by Britannia biscuits and cookies
There are 6 shelves in the rack, the 5th shelf is at eye view which is taken up by Nutrichoice. It also contains the new classic cookies. But only in 2 flavours-Honey & Raisin and Choconut.
The 4th shelf is taken up by Good Day cookies- Cashew, Rich butter, Choconut cookies. 3rd shelf: Chocochip cookies.
But these were not highlighted, placed a little below eye view, in 4 lines, 6-7 packs in each row.
The other rack, one-fourth is filled with Good Day biscuits
Eye view has Hide n Seek,50:50,nice
Oreo and Milano take up the 6th shelf
One type of biscuits are not kept together. They are present in 2 stacks each.
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On the side of the aisle there were 3 shelves present, the top and the bottom
shelf contained namkeens, mixtures and chips
Other brands available are:
- Monaco- 50-50- Nice- Bourbon
The ground level shelf is also taken up by Good Day Cashew
There were only 2 flavours of Good Day Classic cookies present- Honey and Raisin and Choconut. Butterscotch flavour was not present.
Treat was under more limelight as compared to other Britannia biscuits. It maybe because of its “sparkly” packaging.
Just beside the full rack of cookies there is a big cut out of Shahrukh Khan (around 5 ft’) and he is holding Sunfeast Golden Bakery cookies and actual baskets are popping out of the board and they contain the Sunfeast Golden bakery packs.
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Side Racks
LOCATION OF BRITANNIA GOOD DAY CLASSIC COOKIES
ANALYSIS:
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Racks containing GoodDay cookies
3
LEVELS
Britannia is the dominant brand present in the biscuits section with clear
instruction regarding the location of biscuits and cookies in the outlet
But the newly introduced goodday classic cookies have not been properly highlighted. Only two of the flavours were present and that too not easily seen normally
No promotional tools are being used by Good Day currently. Also its only sunfeast golden bakery biscuits that is going for some promotional tool
Good Day should realise this factor because Good Day classic cookies being its direct competitor can eat up its share
The simple packing of Good Day has worked for it over the years but as they have introduced something new they should have changed their packaging to make it more attractive
There should be fliers and banners present to make the launch of new classic cookies more clear
The presence of more than one stack of a flavour of biscuit/cookie on different
shelves is a good move as it can increase the sales as repeated exposure to a brand can increase interest of consumers in it
FOODWORLD (Location: Nanjappa circle)
OBSERVATIONS:
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The first counter as soon as you enter is of Pepsi
The second counter that is within eye reach is that of foreign brands of biscuits
No clear instruction as to where the location of biscuits and cookies is.
One aisle full of biscuits
Just opposite to it is an aisle full of chips, namkeens and mixtures.
No Good Day classic cookies available in this outlet
Biscuits are kept very haphazardly
Britannia Good Day is kept between Sunfeast and Bourbon
Half of the aisle contained foreign brands of biscuits like Oreo etc.
Total 7 shelves in the rack
7th shelf( top most) contained 2 rows of Good Day Pista Badam and Choconut
Only small packs of Good Day biscuits was present
6th shelf was at eye level containing “Good Day rich butter biscuit”
Treat biscuit was also present on the 6th shelf (eye view)
4th shelf as well as the bottom level contained big bags of Parle G biscuits
The other brands of biscuits present were: -Krackjack -50:50 -Sunfeast golden bakery
Sunfeast Golden Bakery were more visible in the group because of its dark colored packing
The 4th shelf Chocochip cookies seemed a little highlighted because of its colour and packing style
ANALYSIS:
The absence of newly introduced Good Day Classic cookies is a surprise as they are present in all other outlets that were visited
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A lot of foreign brands present shows the acceptance level of them in the Indian market
This indicated that now Indian brands of biscuits and cookies have to deal with foreign brands as well as Indian brands
Biscuits and cookies present in such large numbers shows their growing demand in quantity as well as flavours
It is a possibility that there is not much attention given to pack size here as there are only small packs present. If they also contain bigger packs it can help in bulk purchase (more quantity)
There is a possibility that there is a lack of communication between the retailer and the company as well as the wholesaler.
Such communication barriers should be removed as it can act as a communication barrier between the end consumers and the brand (company)
NAMDHARI (Location: Nanjapa Circle)
OVSERVATIONS:
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As the outlet is very small, the cookies and biscuits section is at the most
interior part of the outlet
Every item except biscuits, cookies and chocolates were kept in a very systematic manner
No written instruction as to where these things are kept
Only 2-3 varieties of biscuits were present like:
- Good Day - Treat - 50:50
Only small packs of biscuits were kept that to not in a systematic manner
Only a small part of the rack was occupied by them
Almost 3/4th of the rack was empty. The outlet should maybe give more attention on the proper ordering scheduling of these items
ANALYSIS:
As Namdhari is basically an organic food outlet, not much attention is given to the biscuits and cookies section
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There can be a better service as compared to current levels. Also there should be a timely replenishment of items that are getting finished in the respective racks because empty and unsystematic shelves give a very negative look
As there are no clear demarcations inside the outlet which is as it is small, it might become a little confusing for the consumers, specially those who come to but products such as cookies, biscuits
Incomplete racks and shelves give the outlet as well as the brand a negative image. Therefore proper attention should be given to this factor.
No focus on any specific brand.
MORE… (Location: Forum Mall)
OBSERVATIONS:
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At the entry of the mall there were 2 banners hanging from both sides
promoting the sunfeast marathon.
There was a big board hanging from the ceiling that indicated the location of biscuits and cookies in the store
There was 1 big aisle totally containing biscuits and cookies
There were mainly 3 brands present - Parle, Britannia and ITC
At the 5th shelf on the rack there was a big box of Britannia Good Day classic cookies in Butterscotch flavour
On the 4th shelf there was a smaller pack of Classic cookies- Honey & Raisin flavour
The 3rd and the 4th shelves had all varieties of Good Day biscuits like Cashew, Butter etc. and classic cookies
These packs were very nicely and systematically stacked
All flavours of one kind were kept together
Classic cookies were kept between a big bag of treat and small packs of Sunfeast Golden Bakery
Foreign brands were also present like Feaster’s cookies- Salted and Butter Melts, Iris coconut cookies in a plastic box
Britannia Nutrichoice was kept in a very large quantity.
Parle Milano was also kept at the eye level in both big and small packs in 2 different stacks
Treat had used a special promotional package- a game pack
At the cash counter chocolates, mints and gems were kept. These are the products that generally act as impulse purchases
ANALYSIS:
As this mall is quite big and also the retail outlet much attention to specifications is given
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The presence of the 3 major brands playing in India clearly shows the
impact of growing Competiton
The newly introduced Good Day classic cookies were also present in good numbers proving to be a good place for gaining consumers respect and liking
There was a clear demarcation between the 3 brands, each having all its brands kept together
Also the presence of a good number of foreign brands shows that now the consumers constantly want something more and different
Here also at the cash counters mints and chocolates. If Good Day cookies are also kept in such places,it can definitely help in making more people try them thus further increasing their consumer base
FRESH: (Location: Frazer Town)
OBSERVATIONS:
As soon as you enter straight ahead there is a board hanging from the
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ceiling—“Biscuits”
Therefore it becomes easy to find the location
In the rack on the 4th shelf ,Good Day Choconut in small packs, Good Day Cookies Rich Butter, Pista Badam box, Pure Magic--Chocolate and Vanilla also in small packs
At the eye level brands like Britannia, Nutriechoice, Ritz, Tim Tam 6 rows, Sunfeast 3 rows
There was also a side stand which has 4 shelves. 4thshelf( top most)had Milk Bikies, 3 rows of Oreo, Ozisic Choco Bico
Next to it 3 stacks of Britannia Marie Gold, big pack,2 row Complan orange, 4 rows of Unibic Bradman cookies and 3 other flavours
3rd shelf had biscuits like Trest , Krackjack, McVitie’s,Monaco, Chips Ahoy
5-6 packs of Marie Gold, Krackjack, Sunfeast Marie Light at the bottom levels
There were “Buy n save” offers on all biscuits except Good Day
There were no other special offers or hoardings present there
ANALYSIS:
More of smaller packs of Good Day biscuits were present
There was a good variety of goodday biscuits in this outlet which may be because of the demand for Good Day brand as a whole
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All brand had some or the other combo pack offer except Good Day. This may be so because Good Day as a brand may feel that it already has a good market value therefore doesn’t need to participate in such buy and save offers
Another interpretation of it could be that Good Day works on quality and taste rather than the price factor
The presence of many foreign brands in this outlet also shows the growing receptive nature of Indian consumers
The newly introduced Bradman cookies and also other Unibic cookies were getting a lot of attention because of their packing and the highlighted name “Bradman”
SPENCERS (Location: Frazer town)
OBSERVATIONS:
When you enter there is a board hanging from the wall “INSPIRATION IN FOOD”
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Straight ahead two boards hanging from the wall “International Food” and “Breakfast Food”
Biscuits are kept under the Breakfast Food range
Under the International Food board, a side stand is kept containing: - Britannia tiger at the 1st, 5th, 6th shelves - Good Day Cashew and rich butter on the 2nd Shelf
- Other brands kept were nutrichoice, 50:50, and Time Pas, Milk Bikis
There is a Cardboard cut out surrounding the stand and has a Britannia logo on it. It is basically promoting Tiger Biscuits
Under breakfast food range,3/4th is taken up by Biscuits
There are 7 levels in the rack
Good Day is at the top shelf in 2 rows containing Rich Butter and Rich Cashew
Cookies
They are kept between Britannia Treat and 50:50
Eye view has Sunfeast Marie Light, 50:50, Monaco, Snacks, Treat, Britannia
Pure Magic-2 rows, Kerk Deluxe box-1 row
3rd and 4th shelves contain Good Day Choconut, Chocochip, Rich Cashew, both big and small packs in 4 rows but their quantity is less
The bottom shelf has big and small packs of Good Day Rich Butter
None of the brand is kept in a single group
One point seen here is that every Britannia biscuit has a Sunfeast biscuits/ Cookies beside it
There are very less Golden Bakery biscuit kept at the lower level of the rack
Other brands available:
-Dukes Merry Milk -Mc Vitie’s Hob Nobs (large quantity)
-Ground floor Unibic Chocochip cookies, Choconut, Butter cookies, Cashew cookies
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kept in 4 rows - Complan, -Little Heart, -Treat, -Parle Cream, -Yummy, -Kick Wick Wafer Bisc, -Kissan Amaze Brain Food.\
Treat game packs are also available here
Parle G big bag is available at the bottom row
Right in front of the biscuit rack are Juices and drinks
ANALYSIS:
The biscuits kept under the breakfast foods is a point worth noting because it becomes a little confusing for the consumers to find biscuits under this section
44
There were a large variety of biscuit brands and flavours present in this
outlet
Keeping biscuits in front of juice and cold drink rack is a good move as biscuits and drinks can act as complimentary products
Golden Bakery biscuits are present in very less number
The promotional cardboard cut out promoting tiger biscuits was the only promotional aspect seen in this outlet. Such measures can also be used by Good Day biscuits for promoting their newly introduced Classic Cookies.
MORE… (Location: Frazer Town)
OBSERVATIONS:
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As soon as you enter the outlet there is a board hanging from the wall “ 2 nd aisle-
Biscuits”
Chocolates are on one side of the rack
There are 6 shelves in the rack
6th shelf is at eye view and has Fester’s cookie boxes, 9 rows
Beside it hide and seek has large boxes containing small hide n seek biscuit packs, Astor wafer sticks also present in large boxes, Ritz crackers also 1 row box
Britannia Pure Magic on the 4th shelf, nothing kept on its both sides. It also contains Good Day Classic Cookies in all 3 flavours
Side rack 1 row contains Chocochip cookies and Hide n Seek and Fester’s at the top level
Next to it are 2 rows of big pack of Good Day Rich Butter
3 rows Unibic Choconut close to it
Milano big pack 1 row
3rd shelf Tim Tam biscuits, Arnott Wafers
5th shelf all variety of Good Day small pack- Rich Cashew, Rich Butter, Rich Pista Badam, Choconut—though they are less in number, seems to have been sold
Bottom level has 3 rows of big boxes of Good Day Classic Cookies
Next to it Sunblest big boxes-3 rows
2ng shelf Golden Bakery, big boxes in 2 row
3rd shelf small packs of Golden Bakery biscuits 3 rows
Other brands available: Baker Street, Chips Ahoy, Sunfeast Dark Chocolate, Yummy, Oreo n Chocopie
Near the Cash counter there are items like cold drinks ,egg, milk, toffees and mints, breads and a magazine rack
There is also a vegetable and fruits counter beside it.
Goodday Chocochip cookies sold in large numbers
46
No other communication tool used by Britannia as well as any other brand
ANALYSIS:
This is the only outlet where Good Day Classic Cookies are present in all three flavours in big as well as small packs
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Good Day Chocochip cookies were sold in huge numbers even as I was
present there.
In this outlet also near the cash counter no biscuits and cookies were present. This should be done because it can act as a great way of promoting as well as boosting sales
Here all brands were not kept together but in small groups
Very clear directions as to where biscuits and cookies are kept
SUGGESTIONS (for Good Day):
Proper demarcations and boards (hanging from the ceiling) should be put to show he location of biscuits and cookies as soon as you enter the outlet
Placements of biscuits and cookies should be near the entry so that you see it as soon as you enter the outlet
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There should be fliers and banners that are visible from the entry that tell about the new offers, in an attractive format
The racks where the biscuits and cookies are kept, all biscuits of the same flavour should not be kept together as if the consumers see a product again and again they might feel like buying it which they otherwise may not have
They should have a small section at the cash counters as people standing in queues might finally buy biscuits and cookies as an impulsive purchase
Good Day as compared to treat has a less attractive packaging. Therefore it should work on making it packaging more attractive to consumers
They should come up with some promotional tool that counters sunfeast golden bakery( Shahrukh cut out)
Good Day should also sponsor events at regional level like cricket matches and marathons and place banners outside the outlet or the mall
Good Day has a very good market value and they should take advantage of it and take competitors consumers as well placing itself near it competitors at a better location
Eye view always gets more attention, therefore Good Day biscuits should be placed either at eye level or just above or below it
Outside the malls where the retail outlet is located, have small posters or banners showing the current offers or just the plain print ads
In some malls there are large TV screens showing ads. They can also be used for promoting the Good Day cookies in the malls that can act as a sales enhancing technique
Also small kiosks set up for the people to sample the cookies and biscuits can also be beneficial.
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CONCLUSION:
Visual display of goods can play an important role in the life cycle of a brand
Britannia Good Day Classic Cookies needs to promote itself in an even greater
way
Good Day as a brand has a very strong consumer base and it should build further
on that and try to be in the limelight
Consumers buy what they see in products such as biscuits and cookies, therefore
visual merchandise should be used as a tool by Britannia Good Day to always overpower its competitors
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TABLE OF CONTENTS – ASSIGNMENT 3
PAGE NUMBER
1. 1.1 Introduction 14
1.2 Objectives 19
1.3 Methodology
- Introduction and warm up - Observation - The classification of ads and content of recall - Expose animatics and spontaneous recall
20
2. 2.1 Methodology 21
3. 3.1 Results 31
4. 4.1 Suggestions
5. 5.1 Conclusions
51
BRITANNIA GOOD DAYPROJECT “BLISS”
REPORT ON-“THE IMPACT OF THE NEW BRITANNIA GOOD DAY AD
ON THE CONSUMERS”
52
OBJECTIVE:
Classification of ads Content of recall Spont recall of elements Overall elements noticed and
comprehension Message comprehension Product perception Impact/ action orientation Likeability Empathy/ relevance Uniqueness of the ad Credibility Branding- Britannia Good Day
53
METHODOLOGY:
A step by step process is followed here:
Introduction and warm up
Part 1: Clutter test - Memory test
- Classification of ads - Content of recall - Spont recall of elements
Part 2: Solus Evaluation -Expose animatics & Check spontaneous reactions -Overall elements noticed and comprehension - Probing
THE TARGET GROUP
The target are youth between the age of 16
to 24yrs
Non earning people, getting pocket money, from Sec a+, a , b+
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Go to places like malls, movies, bowling alleys….
Have to budget their expenses in limited resources
INTRODUCTION AND WARM UP
To make the group relaxed and at ease, a simple introduction session is first carried out. The moderator as well as the whole group introduces themselves
This not only enables better understanding of the respondents but also creates a comfort zone for them.
After the initial introduction session, the session is started based on a pre decided format.
The observations for the different parts of the session are given as under:
55
OBSERVATIONS:
CLUTTER ANALYSIS:
- MEMORY TEST
All the respondents remembered 6-8 ads
Around 66% of the respondents remembered the brand names while the others could only describe the ad
100% of them remembered the new Britannia ad in the clutter
Though only 50% remembered the brand name, Good Day
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Throughout the Good Day ad the respondents seemed curious and were smiling
77% of the respondents thought that the Sunfeast ad was “irritating” and “hideous”
The female respondents seemed to like emotional ads more, like LIC and Havells whereas the male respondents liked Virgin mobile and Motorola ad
The clutter ads held the interest of the respondents through the whole run
-THE CLASSIFICATION OF ADS & CONTENT OF RECALL
All the respondents remembered the Good Day ad because of the “funny dancing man”. Though only 33% of them could remember the name of the brand
57
100% of the respondents thought the Good Day ad was humorous and interesting
They termed it as “Captivating” and keeps the viewers guessing
The respondents liked the Virgin mobile ad for its different approach
100% of the respondents said that they liked the Vodafone ad the best
77% of the respondents didn’t like the Sunfeast ad and said that it was “Silly”
The story line of the LIC ad was liked by 77% of the respondents because it
58
generated curiosity as to what was going to happen next
100% of the respondents remembered the Vodafone ad because of the “pug”
All the respondents remembered the “Havells Wires” ad maybe because of the fact that it was the last ad in the tape
More than 60% of the respondents could remember the storyline of the ads.
-SPONT RECALL OF ELEMENTS:
33.33% of the respondents talked about the engaging background music of the Good Day ad as well as the singer’s voice
The respondents talked about the ad much more than they talked about the product “Good Day”
Almost all respondents could describe the ad but the main focus was on the TT and
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his dance. Not much details about the product- Good Day
While describing the ad, all respondents focused more on the TC’s dance, music and that only in the end they understood the concept.
SOLUS EVALUATION
60
-EXPOSE ANIMATICS (BRITANNIA GOODDAY AD) & SPONTANEOUS REACTIONS
App. 66% respondents thought the ad was humorous while the rest thought the ad didn’t make much sense and had no connection with the product
At the very start of the ad the respondents were wondering what made the TT act in such a way
None of the respondents could actually understand what the ad was about initially. Only when they came to the end did they understand what the product was
SpontaneousReactions
(Good Day ad)
Humorous(66%) Didn’t make much sense
(34%)
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The observed reactions of the people while the ad was playing was that they were laughing, giggling and enjoying it
But still they couldn’t easily connect the ad to the product
Only 16% of the respondents used the name “Britannia” while talking about the ad. Rest(84%) were using the name “Good Day”
During the initial run of the ad they were actually confused but the interesting nature of the ad still held their interest
The respondents said that since they could not see the TT actually eating the cookie, they got confused as to what the ad was for.
66% of the respondents had seen the ad before
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When the respondents gave the description of the ad, the were mainly talking about the TT and his dance
They felt that the meaning of the ad became clear after hearing it.
Around 16% of the respondents felt that the ad was a little lengthy
The general response was that the ad has a “Masti Feeling” in it and they liked the ad on the whole
-OVERALL ELEMENTS NOTICED AND COMPREHENSION
The ad stands out and whenever they see a pack of Good Day they will surely remember the TC and his dance.
Only 16% of the respondents remembered the tag line of Good Day-“Iska to ho gaya re goodday”
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50% of the respondents described the Good Day cookies as a thick, buttery, crumbly biscuit.
67% of the respondents said that this ad doesn’t really make them want to buy the cookie but would influence their decision when they are out shopping
-PROBING
None of the respondents had actually tried the new Good Day Classic Cookies
50% of the respondents could describe the packaging of Good Day as- orange coloured with pictures of butter and cashew with Good Day written in bold letters
They talked about flavours like:
- Butter - Cashew - Choco Chip
The respondents seem happy with the current packaging because they say that it makes them feel like Good Day is an old trusted brand
They wouldn’t like to make any drastic changes in the packaging but they wouldn’t mind a few minor ones
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ANALYSIS:
The respondents seem to like the concept of the new ad though it is difficult for people to associate Good Day completely with the ad
The humour in the ad with the TC dancing on the platform does catch everybody’s attention
The wondery look on the TC’s face does appeal to the people though again it becomes a little difficult for them to make the connection between the biscuit and his reactions
The tag line however makes the whole picture clear with the direct message being
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given out that if you eat “Good Day”, you’ll have a good day!
There is a general opinion as to show the TC actually eating the cookie
Good Day is considered to be a very trusted brand because it has been present in the market for a long time now
Therefore, the consumers think Good Day can be associated with youngsters as well as older people
This ad focuses more on the concept of showing what will happen if you eat Good Day and not the specifications of the product like flavours, price etc.
The ad could be modified a little to focus more on Good Day and to make the message more clear
The consumers seem very satisfied with the current packaging as it gives them a feel of trust, though they wouldn’t mind a few changes in the colour pattern
SUGGESTIONS:
They can make similar ads in different situations to appeal to wider groups of people
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The TC should be shown eating the
cookie
More youngsters should be shown in the ads
Information such as the different flavours of Good Day available and price should also be mentioned in writing at some point in the ad
No celebrity should be used in Good Day ads because it gives the ad a more realistic connection
CONCLUSION:
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The new ad of Britannia Good Day has created a positive impact on the TG who seem to find it amusing and interesting
The tag line, which best describes the concept of the ad is definitely a hit though it could be expressed in a bigger way
The ad would surely be remembered but it should add a greater connection with the product- Good Day cookies
On the whole the ad does have the desired impact on the TG and does have a mass appeal.
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TABLE OF CONTENTS – ASSIGNMENT 4
PAGE NUMBER
I. Effect of communication for brand Good Day in: - Above the line channels
- Below the line channels
II. Methodology
III. Target group/ sample size
IV. Above the line communication
- Television Commercials a) Observations b) Analysis
- Radio a) Observations
b) Analysis - Press a) Observations b) Analysis
V. Below the line communication
- Modern trade outlets - Petty shops
a) Observation b) Analysis
VI. Suggestions
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REPORT ON
UNDERSTANDING THE EFFECT OF 360̊F
COMMUNICATION FOR BRAND “GOOD DAY”
70
TABLE OF CONTENT
VII. Effect of communication for brand Good Day in: - Above the line channels
- Below the line channels
VIII. Methodology
IX. Target group/ sample size
X. Above the line communication
- Television Commercials a) Observations b) Analysis
- Radio a) Observations
b) Analysis - Press a) Observations b) Analysis
XI. Below the line communication
- Modern trade outlets - Petty shops
a) Observation b) Analysis
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XII. Suggestions
EFFECT OF COMMUNICATION FOR BRAND GOOD DAY IN:
The communication is subdivided into 2 components:
Above the line a) Television commercials b) Press c) Radio
Below the line a) Point of sales
- Modern trade outlets (More, Spencer’s, Reliance Fresh)
- Petty shops (Small stores and shops)
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METHODOLOGY
Primary research to be conducted with the help of questionnaires
- Two set of questionnaires for Television Commercials and Press
- Analysis to be done with the filled questionnaires
Retail chains :-- Observation Techniques
Visiting small shops to see actual point of sale methods
Analysis of the 360U communication used by Good Day
Ideas and suggestions to help communication of the brand
73
TARGET GROUP FOR THE RESEARCH:
Individuals between the age group of 20yrs to 40yrs, belonging to Sec a, sec b+ category. Both independent and dependent individual of the same age group, male or female.
SAMPLE SIZE
20-25 individuals belonging to the target segment for each set of questionnaire.
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“ABOVE THE LINE” COMMUNICATION
This is divided into 3 parts:
1) TELEVISION COMMERCIALS
2) RADIO
3) PRESS
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1) GOOD DAY TVC:
To find out the impact of the new Good Day television
commercial on the target segment the respondents are made to fill questionnaires
The responses given by the target group have been
represented in the following excel sheet:
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QUESTIONNAIRERespected maám/ sir,This survey is being conducted to find out the impact of the new Good Day commercial on the consumers. Thank you for taking out time to fill this questionnaire.
1) Describe brand “Good Day” in 4 words:
2) Have you seen the new Good Day “TC” commercial? YES NO
If NO, go to ques. 9)
3) What do you remember about the ad?
Humour Concept
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Dance Jingle
Characters
Any other, please specify________________________
4) How many times have you seen this ad?
Once 2-3 times 6-7 times more than 10
5) To whom do you think this ad would appeal the most?
Working people Teens
Housewives Kids
Entire family6) What in specific did you like about the new ad and why?
Humour Jingle
Characters Concept
Any other, please specify_________________________________
7) What do you dislike about the ad and why?
Music Concept
Visuals
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Any other, please specify_________________________________
8) In what other situations do you see this ad happening?
9) Do you remember the tag line of “Good
Day” YES NO
10̊) If you had to associate Good Day with a person, who would it
be and why?
11) If you had to represent Sunfeast through a personality, who will you choose?
12) What visions come to your mind when you think of Good Day? (like sunny days…….beaches………)
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13) Can you recollect any other Good Day ad?
YES NO If YES, what in specific do you remember about it?
14) If you could change one thing about the new commercial, what would it be?
15) How much would you give Good Day and Sunfeast, out of 10̊,
in terms of: (10 being the highest, 1 being the lowest)
Good Day Sunfeast
Taste
Packing
Promotion/ Communication
Availability
Price
Variety16) How would you describe Sunfeast in 4 words?
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17) What do you think this new Good Day commercial lacks?
18) What/ where do you think Good Day could do better?
Personal Details:
Name: ___________________
Sex m f
Date of birth: ___________________
Profession: ____________________ Marital Status: Married Single
……Thank You……
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OBSERVATIONS:
40% of the respondents were males and the rest 60% were
females
The respondents are divided into the following age groups:
AGE GROUP (in yrs) NO. OF RESPONDENTS 20-25 15% 25-30 55% 30-35 20% 35-40 10%
60% of the respondents are employed
% of the unemployed respondents are students & % are housewives
Describing Good Day in 4 words:
- Delicious (35%)- Nutritious/ rich (50%)- Buttery (25%)- Round/ Big (30%)
35% of the respondents have seen the new tv commercial
Out of the respondents who have seen the ad
- 85% remembered the dance - 57.14% remembered the jingle - 14.3% remembered everything about the ad like concept,
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jingle, dance, humour as well as the characters
42.85% of the respondents said the ad would appeal to
“teenagers” the most whereas 57.14% said it’s for the “entire family”
75% of the respondents like the new ad on the whole
When asked what they liked and disliked about the
commercial:
LIKED
42.85% CONCEPT
42.85%DANCE
14.28%JINGLE
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Other situations where the respondents (35%) would like to
see similar ads are:
DISLIKED
28.57% RAILWAY STATION COULD LOOK BETER
42.85%NOTHING
14.28%NO
RESPONSE
14.28%SARDAR
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Only 40% of the respondents remember the tag line of Good
Day
SHOPPING AREA/MALLS(14.28%)
HOSPITALS(28.57%)
PICNICS(28.57%)
PARTIES(14.28%)
AMUSEMENT PARKS
(14.28%)
WATER BODY/ POOLS
(14.28%)
OTHERSITUATIONS
40̊% Tag line
75%“Have a Good Day”
25% “Iska to ho Gaya re Good Day”
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20% of the respondents associated Good Day
with their own family members like husband, mother and even themselves
Rest 80% associated good day with known personalities
like Hritik, Amitabh, John, Bipasha
35% of the respondents remember other ads of Good Day
Out of these,- 28.5% recollect the punch line- 42.8% remember the product window- 28.57% recollect the story line
The visions that come in people’s mind when they think of
Good Day are:
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Changes that should be incorporated in the new ad
according to the respondents:
CHANGES
% OF RESPONDENTS
Better design of the set 28.57%
Show the TC eating the biscuit 14.28%
More dance steps/ dialogues 28.57%
Nothing 14.28%
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For Good day’s competing brand “Sunfeast”:
60% respondents associated Sunfeast with
Shahrukh Khan whereas 5% could not associate Sunfeast with anyone
ASSOCIATION WITH SUNFEAST
88
Describing Sunfeast in 4 words:
- Kiddie/ Children (40%)- Crisp (40%)- Cheap (30%)- Happy/ Smiling Sun (15%)- “I don’t like it” (10%)
On rating Good Day with Sunfeast, following averages were
scored:(rating out of 10):
GOOD DAY SUNFEAST
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TASTE 8.95 7.3
PACKING 6.55 7.75
PROMOTION 6.6 7.8
AVAILABILITY 8.8 8.8
PRICE 7.45 8.0̊5
VARIETY 7.4 7.55
Sunfeast has scored above Good Day in all but one attribute
In “Taste”, Good Day has a clear lead over Sunfeast
In all other factors, Good Day lags behind sunfeast by a clear
margin
Also in terms of “Availability”, both are rated at the same
Level
Suggestions given by the respondents regarding brand
Good Day:
90
- 30% of the respondents suggested
that the packaging of Good Day should be changed as it has been same since it came into the market
- 20% say that the price should be lowered
- According to 30% respondents, the promotion of Good Day should be improved in terms of more commercials and print ads
- 10% say there should be offers and free gifts with the packs
- Approx. 10% respondents say that there should be more biscuit pieces per pack and the shape of the biscuits should also be modified
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ANALYSIS: The consumers think of Good Day as a brand
which is for the whole family. Its positioning has been such that it appeals to consumers of all age groups
The percentage of respondents who have seen the ad is still very less
because the ad has been on air for the past
There seems to be more focus on the ad and the concept and less on
the product “Good Day biscuits/ cookies”
The consumers have accepted the ad. The few things according to
them which could have been done better is the“design of the set” and “there could be more dance steps for the TC”
Good Day, over the years has made a connection with the consumers, this can be seen in the fact that they would like to see similar ads in situations such as hospitals, picnics, old age homes…..places associated with the common man.
Therefore though the majority of respondents associate Good Day with known public figures, it should stick to its different approach of using common man in its ads..This is so because it differentiates it with other similar goods in the market
Though Good Day has shifted from its message “Have a Good Day” to “Iska to ho
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gaya re Good Day”, it has still not been able to be fully communicate it to the consumers
Good Day has been in the market for such a long time now that the consumers have become well accustomed to its taste and wouldn’t like major changes in it.
What modifications can be done should be in terms of introducing new flavours altogether
For its competing brand “Sunfeast”, the general perception
of the consumers is that it is a kid’s brand
2) PRESS PROMOTION:
Good Day has chosen only newspapers in terms of press promotion.
They chose the following publications for the same:
- The Times of India Delhi edition: 7TH June Bombay Times, Bangalore Times, Kannad edition: 8TH June
- Vijay Karnataka8TH June
Delhi & Vijay Karnataka had a full front page print ad (Power Jacket) whereas other regions had a front page vertical strip ad.
The responses given by the target group have been
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represented in the following excel sheet:
QUESTIONNAIRERespected maám/ sir,This survey is being conducted to find out the impact of the print ads by Good Day, on the consumers. Thank you for taking out time to fill this questionnaire.1) Which biscuits/ cookies do you generally buy?
Good Day Sunfeast Golden Bakery
Parle Milano Bourbon
Parle Hide n Seek Foreign Brands Any other, please specify____________________________________
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2) Describe brand “Good Day” in 4 words:
3) Have you seen the new Good Day “TC” print ads? YES NO
If NO, go to ques. 8)
4) In which publication did you see it?
The Times of India Deccan Herald
Bangalore Mirror
Any other, please specify ___________________________
5) Do you think that the print ads are fully able to convey the message being given “iska to ho gaya re good day”? YES NO 6) Have you seen the new “Good Day TC” commercial? YES NO
7) Can you link the commercial to the print ads?
YES NO
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8) Do you think the “TC” concept connects with the consumers?
YES NO
9) In what other situations do you see this ad happening?
10̊) What impression about “Good Day” does this ad give you?
11) Do you remember the tag line of “Good Day”? YES NO
12) Does print media used by brands as a tool for promotion influence your buying decisions?
YES NO
13) How would you describe Sunfeast in 4 words?
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14) If you had to represent Sunfeast through a personality, who would you choose and why?
15) If you had to associate Good Day with a person, who would it
be and why?
16) What visions come to your mind when you think of Good Day? (like sunny days…….beaches………)
17) How much would you give Good Day and Sunfeast, out of 10̊,
in terms of: (10 being the highest, 1 being the lowest) Good Day Sunfeast
Taste
Packing
Promotion/ Communication
Availability
Price
Variety
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18) What/ where do you think Good Day could do better?
Personal Details:
Name: ___________________
Sex m f
Date of birth: ___________________
Profession: ____________________ Marital Status: Married Single
……Thank You……
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OBSERVATIONS:
The research was conducted in 3 regions:- Bangalore- Delhi- Mumbai
55% of the respondents were females while rest 45% were males
The respondents were divided into the following age groups:
AGE GROUP (IN YRS.) NO. OF RESPONDENTS
20-25 15%
25-30 50%
30-35 25%
35-40 10%
65% of the respondents are employed
28.57% of the unemployed respondents are students & 71.43% are
housewives
45% of the respondents generally buy Good Day biscuits
45% buy Parle Hide & Seek
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5% said they were not brand conscious in terms of biscuits but it is an
impulse purchase.
20% of the respondents chose foreign brands, this was more seen in
Mumbai region
None of the respondents chose Sunfeast Golden Bakery
Biscuit
Describing Good Day in 4 words:
- Nutty/ Nuts (40%)- Buttery (20%)- Filling (20%)- Smooth/ Soft (20%)- Sweet (20%)- Have a Good Day! (15%)- Others… Tasty, Heavenly,
Trustworthy, Rich
50% of the respondents had seen the print ad though in Delhi
and Mumbai region only 25% (in each) had seen it. 15% of the respondents who had not seen the
print ad were shown the dummy ad
Only 23% of the respondents thought that the print ad was
fully able to convey the message “Iska to ho Gaya re Good
Day”
100
69.23% of the respondents who had seen the
print ad had also seen the new TVC of Good Day
100% of these said that they could link the print ad to the
TVC
Only 44.4% of the respondents (who had seen the TVC) said
that the concept connects with the consumers
The impression that the respondents get after seeing this ad:
Other situations where respondents (45%) would like to
IMPRESSIONS
CHEERFUL, HAPPINESS
(30̊.76%)FILTHY, THIRD
CLASS(15.38%)
NOTHING(23.0̊7%)
MAKING NO SENSE(9.0̊9%)
HAVE A GOOD DAY/ ISKA TO HO GAYA RE GOOD DAY
(15.38%)
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see similar ads are:
50% of the respondents remember the tag line of Good Day
Only 25% of the respondents said that print media
influences their buying decisions for biscuits/ cookies/ snacks
The visions that come in people’s mind when they think of
Good Day are:
PARTIES/ TEA TIME
(11.1%)
OLD AGE HOMES(33.3%)
PRISON(22.2%)
THEATRE(11.1%)
PARLIAMENT(22.2%)
HOSPITALS(33.33%)
ORPHANAGES (22.2%)
\
OTHER SITUATIONS
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15% of the respondents associated Good Day with their own family
members like Grandma, guests at home
80% associated good day with known personalities like Aamir Khan
(23%), Amitabh (12.5%), Sachin (12.5%) ,Navjot Singh Sidhu,
Bipasha, Shahid Kapoor
BROW
NCOLOR
(5%)
BEACHES,SUNNY DAYS,
BUTTER & NUTS(10̊%)
RAINY DAYS,MONSOON
(15%)
WARMTH, LOVE,
FAMILY(30̊%)
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5% of the respondents could not associate
Good Day with anybody
ASSOCIATION WITH GOOD DAY
For Good day’s competing brand “Sunfeast”:
70% respondents associated Sunfeast with Shahrukh Khan
whereas rest 30% with Sachin Tendulkar, kids, Lara Dutta,
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Dhoni etc.
Describing Sunfeast in 4 words:
- Tasty, Feast (40%)- Crisp, Crunchy (40%)- Shahrukh khan (35%)- Young, Kiddish (35%)- Cheap, Economical (15%)- Fun, Energy (10%)- Nutritious, Healthy (10%)
On rating Good Day with Sunfeast, following were the
Results( rating out of 10)
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An average of all the attributes is represented
below:
GOOD DAY
SUNFEAST
TASTE 7.55 6.85
PACKING 6.5 7.4
PROMOTION 5.7 7.65
AVAILABILITY 9.55 8.75
PRICE 7.25 8.1
VARIETY 7.55 7.45
Good Day is a clear winner when it comes to “Taste”. In
“Availability” aspect as well, Good Day seems to have left
Sunfeast behind
However when we see “Variety”, there isn’t much difference
between the two brands
In terms of “Advertisement” and “Promotion”, Good Day
lags behind. Same is the situation for “Packaging”
Sunfeast seems to be the preferred one in terms of “Pricing”,
as consumers think of Sunfeast as a cheap biscuit whereas Good Day is a little expensive for them
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Suggestions given by the respondents regarding brand
Good Day:
- 15% of the respondents think the price of Good Day
biscuits should be lowered
- 55% think that they should come up with more ads on a
regular basis and try newer techniques and promotional activities to connect with the consumers
- Only 5% respondents think that Good Day needs
celebrity endorsement to compete with other brands
- The consumers also want to see a change in the shape of
the biscuit and want more variety & innovation in flavours (45%)
- 10% respondents think that Good Day has had the same
monotonous style over the years and now they need some fresh and innovative modifications in the product as well as the look (packaging)
- Housewives were more interested in newer ads for
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Good Day (60%)
- The employed respondents want more innovation in the
product like new flavours, shape of biscuit (54%)
- Same was the case for more advertisement and
promotional activities (54% of employed respondents) However, only 23% of them seemed to worry about the Price
- The non-working part of the group (35%) wanted to see
more variety and flavours of Good Day and none talked about the price factor.
ANALYSIS:
People are brand conscious when it comes to buying biscuits and it
doesn’t seem to be a product of impulse purchase
Good Day has been in the market for so long that it has imbibed a
trust factor among the consumers
Good Day has gone for a change in their brand message from
previously claimed “Goodness” to the current message of
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“Happiness”, but it has still not been able to communicate it well to the consumers
The new print ad seems to be more effective when the consumers have seen the new TVC as well. Otherwise there may arise a problem in understanding the concept.
Good Day is clearly chosen over other brands of biscuits when it comes to consumer buying behaviour
“Print ads” do not play a direct role in the purchase decisions of the consumers when it comes to buying biscuits/cookies, but they do have an indirect influence on their buying behaviour.
In this case they are simply helping in brand recall but not creating an urge to purchase
Consumers feel a link with the product, this is seen in the fact that they want to see GoodDay ads in real life situations like parliament, orphanages etc. which links it to reality and the real world
The influence of Bollywood or sports personalities on people can be clearly seen from the fact that almost 80% of the respondents associated Good Day with some or the other known personality
However Good Day going with the common man concept does create a difference from other brands which use celebrity endorsement.
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There hasn’t been much change in Good Day
since it came into the market in terms of packaging, shape, size of the biscuit.
However, with the growing competition, Good Day should go in for modifications in the product like introducing new flavours as well as packaging to get a fresh feel but still retain its image
A brand as old as Good Day is associated with family, love, warmth which is clear from the fact that consumers want to see Good Day in Hospitals, Orphanages, Old age homes etc.
This results in a high degree of trust and beliefs of consumers on the brand
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3) RADIO
The radio spots have been done in 6 languages of India. These are:
- Hindi- Kannad- Tamil- Telegu- Bengali- Marathi
Only the above mentioned languages have been chosen to cover the most possible section of consumers and being well within the budget.
To study the responses of consumers towards the new radio spots, focus group technique was used. The observations of the same are given as under.
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OBSERVATION
All the respondents remembered the ad. They had heard the ad more than 7-8 times till now
The respondents seemed to like the ad as a whole. Though they didn’t find anything really exciting about it.
The male respondents said that radio spots have no direct impact on the buying pattern
However, the female respondents said that while driving or working if they hear some ad which is catchy enough it would definitely be remembered and may influence their decisions.
They gave a lot of suggestions as to how the ad could sound better:
- There could be the sound of crispy, crunchy biscuit between the two styles of doing things.
- The beats could be made more appealing and catchy
- The name of the brand could also be used somewhere in the ad
- The sounds used could be more loud in terms of being different.
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ANALYSIS
100% of the respondents had seen the TVC. It was easier to understand the radio ad because of it.
People listen to radio only while driving or at home when they are doing some work.
As compared to males, females pay more attention to radio ads and the seem to remember the new ads and offers
For a product like Britannia Good Day, radio is like a source of remembrance ads.
The respondents likes the story that was used as well as the background music (taken from the TVC)
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BELOW THE LINE COMMUNICATION :
Point of sales communication is divided into 2 parts:
1) MODERN RETAIL OUTLETS
2) PETTY SHOPS
Britannia Good Day has come up with in store promotional methods like Danglers, Streamers and Banners. These will be a part of the retail outlets as well as small shops and kirana stores.
The advertising team of McCann Erickson had presented the entire format for the “In Store” promotion to the marketing team of Good Day, but they have not been implemented yet. The implementation of the whole campaign is under the marketing team of the company (Britannia Good Day). The work of the advertising firm is
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only giving the company what they require in terms of promotional aspects.
However, the following retail outlets were visited to find any promotional technique followed by Good Day of any of its competitor.
1) MODERN RETAIL OUTLETS
The following retail outlets were visited:
AREA OUTLET
Frazer Town: - Casio Home Needs - Fresh - More - Spencer’s - Subhiksha - Reliance Fresh
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Kormangala: - Food World
- Monday to Sunday- Nilgiri’s - In & Out - Subhiksha - Smart
HSR Layout: - Fruits & Greens- Spencer’s- Fresh- Multifresh- Food Day- Namdhari- Nilgiri’s- Royal Home Needs
Indra Nagar: - More - Food World
Cunningham Road: - Foodbazaar
Coles Road:___________________
Nanjapa Chowk:
- The Home Shoppee ______________________________
- Namdhari- Food World
CMH Road: - M. K. Retails
Airport Road: - More
The general observation in all the above mentioned outlets
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were: The new Good Day Classic cookies rack was
present in onlyone or two of the outlets. And in those outlets
also the rack was kept at the back, not facing the entry of the store.
Due to this it was difficult to locate them.
The quantity of Good Day biscuits kept was good, the racks
were mostly full.
Only in area like HSR Layout, there seemed to lesser quantity
of biscuits and the outlets were not that well maintained.
SUGGESTIONS FOR GOOD DAY
The placement of the racks of the Good Day biscuits/cookies in shops should be in such a way that it is well in view of the consumers. However the actual situation in many of the outlets is such that it is difficult to locate Good Day cookies
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Have stickers shaped like feet and stick them
on the floor with the line “Follow me to have a Good Day” and have a whole area for Good Day with attractive styling.
As the new ad is in a railway station, they can put up large inflated balloons with the caption “Iska to ho gaya re Good Day”
There can be buses with large banners on them with the caption “The Good Day bus”
Tie up with any radio channel and make one day in a month “The Good Day” and have contests or call a guest on the show.
There can be vending machine for Good Day in malls, supermarkets
………………Thank You……………..
Acknowledgements To begin with I would like to thank
1. Mr. Kunal Madhavdas and Ms. Aarthi – my mentor and guide. The first thing as a mentor which they took care of, was getting me
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comfortable with my environment. They made sure I enjoyed this project, and gained the most out of the entire process. Fantastic listener, and never closed their ears to the ideas, however irrational or impractical they may be. They encouraged me to move out of my box and experiment with the external environment. They exposed me to as many doors of experiencesas he could.
They were patient with my work & helped me bring out the best in me. I was made an active participant to all other activities taking place in the department, which made me learn much more than just my project. He made it a point to take a feedback of my day and set me a challenging variety of targets. Should I go in dips, they were also there to bring me out of it and set me on my track.
They allowed and promoted my freedom of speech & thought. With the amount of activities I have undertaken under him & the exposure received far more than I had anticipated. If there is one thing which I wish to have learnt and take back with meis his humility, patience & sense of humour!
3. All the members of McCann Erickson, Bangalore– My acknowledgment would be incomplete without thanking all my colleagues who add life to the branch. Despite their busy schedule, they readily provided me their time, opinions and experiences which helped me not only understand the intricacies of business but also Way2Wealth better.
All my seniors, with whom I shared space, made McCann Erickson a wonderful experience. I was provided with all the resources and opportunities of interaction as available to any other employee of the same.
Some of the important lessons, which I am taking back from McCann Erickson is not something I can express in words.
“You all made my way into McCann and first exposure to the corporate world a very memorable one. Thank
You Everyone!’
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REFERENCES
Marketing Management – Phillip Kotler (12th & Millenium Edition)
Marketing Research an applied Orientation – 4th edition by Naresh Malhotra published by Pearson Education
Clutter CD’s provided by Britannia
Local radio stations (Bangalore)
Websites:- www.google.com - www.mccannerickson.com - www.britannia.com - www.adsoftheworld.com
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