amul brandscan'07 report
TRANSCRIPT
P RO J E C T R E P O R T
AMUL
Need Gap Analys is of Cold Beverages Consumers, Associat ion Study of Brand Amul Kool &
User Imagery of Amul Kool
Project Leader: Mr. Harish Gehlot
T. A. Pai Management Institute, Manipal-576104, Karnataka
Tel No: 0820 - 2572488 [email protected]
Need Gap Analysis of Cold Beverages Consumers, Association Study of Brand Amul Kool & User
Imagery of Amul Kool
- 1 - BrandScan 2007
T. A. Pai Management Institute, Manipal
AC K N OW L E D G E M E N T
I take this opportunity to acknowledge all the help and support I received from various
quarters without which this project would not have been successfully completed.
To begin with, I would like to express my gratitude towards Gujarat Co-operative Milk
Marketing Federation for bestowing us with an opportunity to work on this project.
I would like to thank Mr. J. Rajan, Assistant General Manager, GCMMF, Chennai, for
extending his support at all stages of the project.
I would also like to extend my heartfelt gratitude to Prof. R. C. Natarajan for his
continuous guidance through the project. I would also like to thank the other faculty of
TAPMI for their support.
I would also take this opportunity to thank the Convener and Projects Committee of
BrandScan 2007 for facilitating the project completion. I value the effort of my Support
Group and other team members from PGP II, and appreciate the wholehearted support
extended by my team members from PGP I. I would also like to thank the residents of
Udupi and Manipal for providing us with the required research data.
For Team Amul
Harish Gehlot
Project Leader
Need Gap Analysis of Cold Beverages Consumers, Association Study of Brand Amul Kool & User
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E X E C U T I V E S U M M A RY Data Objective Key Findings and Observations
Research Objective : To measure the Brand Awareness and Category Recall of Amul Kool
Top of the Mind Recall * (numbers in parenthesises are the percentage
of responses representing the first recalled
brand name in the category)
Pepsi (25), Coca Cola (24), Amul Kool (11), Other Carbonated
Drinks (4), Other Juices (19);
Observation: Segment is closely associated and dominated by
carbonated beverages.
Unaided Recall * (numbers in parenthesises are the percentage
of people who could recall the particular brand
without any aid)
Pepsi (93), Coca Cola (96), Thums Up (47), Maaza (33), Amul
Kool (24), Appy Fizz (22);
Observation: People know about the brand – Amul Kool.
Aided Recall * (numbers in parenthesises are the percentage
of people who could recognise the particular
brand when names were mentioned)
Pepsi, Coca Cola, Limca, Frooti (all 100), Appy Fizz, Mountain
Dew, Maaza (98 to 99), Amul (94)
Observation: Amul Kool has the lowest recognition amongst
the surveyed brands.
Research Objective : To identify the Benefits and Purchase Drivers of Cold Beverages
Ranking of Functional Benefits 1. Taste 2. Thirst Quenching
3. Health 4. Energy
Ranking of Purchase Drivers
– Experiential
1. Brand 2. Relaxation
3. Habitual 4. Rejuvenation
5. Socialization 6. Style
Ranking of Purchase Drivers
– Occasion-driven
1. Travelling 2. Parties
3. Snacks Supplement 4. In-between work
5. Along with meals 6. With Breakfast
7. Alternative to food
Research Objective : To map the Brands on Benefits and Purchase Drivers
Rating of Amul Kool and competitors
on Benefits *( Gap is the difference between Amul Kool’s
score and that of the highest scoring brand as a
percentage of the latter )
1. Taste: Amul Kool rated Average with a GAP of 8%
2. Thirst Quenching: Amul Kool rated Lowest with a GAP of
15% (Note that Taste and Thirst Quenching Ability are the most important
benefits as ranked by the respondents)
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Rating of Amul Kool and competitors
on Experiential Purchase Drivers
1. Brand: Amul Kool rated just below Average with a GAP of
11%
2. Relaxation: Amul Kool rated 2nd Lowest with a GAP of
10%
Rating of Amul Kool and competitors
on Occasion-driven Purchase Drivers
1. Travelling: Amul Kool rated Lowest with a GAP 19%
2. Parties: Amul Kool rated Lowest with a GAP of 4%
Research Objective : To determine the Brand Association of Amul Kool
Agreement/disagreement of respondents on identified associations, customers’ perceptions on what they
think about Amul Kool. *(Strength Scale: Comparison with Competitors; Uniqueness Scale: Shared, Non Unique, Somewhat Unique, Unique & Very
Unique; Favourability: On the basis of ranks given by the respondents) Association with Benefits:
a) I think following drinks are tasty => Strength: 2nd highest after Frooti , Uniqueness: Unique
Association, Favourability: 1st Ranked Benefit
b) These brands quench my thirst => Strength: Weakest, Favorability: 2nd Ranked Benefit
Association with Experiential Benefits:
a) I can relax while drinking => Strength: Strong, Uniqueness: Somewhat unique, Favourability: 2nd Ranked Factor
Association with Occasion Driven Drivers:
a) While traveling, I have it => Strength: Very Low, Uniqueness: Non-unique Association
Favourability: 1st Ranked factor
b) These brands, I have in parties=> Strength: Negligible, Favorability: Very Important
Association through Projective Technique:
Strongly Associated with Milk: No other cold beverage has the same association (Very unique)
Moderately Associated with Health (Real, Tropicana, Nandini, & Frooti having the same association)
Celebrity Association: Strongly Associated with Sportsmen : Sachin Tendulkar, Virendra Sehwag, Sania
Mirza, and Harbhajan Singh
Research Objective : To determine the Brand Personality and User Imagery
Open ended questions to capture what
Amul Kool would be if it were a
person, and Rating on Semantic
Differential Scale
1. Brand Personification: A Cool and Healthy person
2. User Imagery (Rating on Semantic Differential Scale):
Health Conscious and Educated
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TA B L E O F C O N T E N T S 1 PROJECT BACKGROUND .............................................................................7
1.1 COMPANY BACKGROUND.......................................................................................8
1.2 MANAGEMENT PROBLEM.......................................................................................9
1.3 RESEARCH OBJECTIVE(S) .....................................................................................10
2 RESEARCH METHODOLOGY ................................................................... 12
2.1 RESEARCH PROCESS ............................................................................................13
2.1.1 Pre BrandScan (Exploratory Research Phase) .......................................13
2.1.2 BrandScan Phase (Disguised Conclusive Research) .............................15
2.1.3 Post BrandScan Phase (Validation Conclusive Research).....................16
2.2 RESPONDENTS PROFILE .......................................................................................16
2.3 RESEARCH TOOLS................................................................................................16
3 ANALYSIS....................................................................................................... 18
3.1 BRAND AWARENESS, CATEGORY RECALL AND RECOGNITION............................19
3.2 PRODUCT BENEFITS AND PURCHASE DRIVERS ....................................................22
3.3 BRAND MAPPING/BRAND PERCEPTION................................................................27
3.4 BRAND ASSOCIATION FOR AMUL KOOL ..............................................................42
3.5 BRAND PERSONALITY AND USER IMAGERY.........................................................54
4 CONCLUSIONS AND RECOMMENDATIONS ........................................56
4.1 CONCLUSIONS .....................................................................................................57
4.2 RECOMMENDATIONS ...........................................................................................58
5 ANNEXURE...................................................................................................60
6 TEAM AMUL..................................................................................................83
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L I S T O F F I G U R E S Figure i : Top-of-the-mind recall of various brands ........................................ 19
Figure ii : Unaided recall of various brands....................................................... 20
Figure iii : Functional based benefits.................................................................. 23
Figure iv : Experiential or emotional benefits................................................... 24
Figure v : Need Gap Analysis for Amul Kool .................................................. 37
Figure vi : Perceptual map for functional based benefits................................ 38
Figure vii : Perceptual map for experiential or emotional benefits................ 40
Figure viii : Perceptual map for occasion-driven reasons for consumption 41
Figure ix : User Imagery for Amul Kool............................................................ 55
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L I S T O F TA B L E S Table i : Growth in GCMMF portfolio ............................................................... 8
Table ii : Research Tools used for the Analysis ................................................ 17
Table iii : Brand recognition in terms of percentage of respondents ............ 21
Table iv : Ranking of functional based benefits................................................ 23
Table v : Ranking of experiential or emotional benefits ................................. 25
Table vi : Trend shown by occasion-driven reasons for consumption......... 25
Table vii : Importance of occasion-driven reasons for consumption ........... 26
Table viii : Trend shown by functional based benefits for various brands .. 29
Table ix : Ranking of functional based benefits for Amul Kool.................... 29
Table x : Trend shown by experiential or emotional based benefits for
various brands ........................................................................................................ 31
Table xi : Ranking of experiential or emotional based benefits for Amul
Kool ......................................................................................................................... 32
Table xii : Trend shown by occasion-driven reasons for consumption for
various brands ........................................................................................................ 34
Table xiii : Ranking of occasion-driven reasons for consumption for Amul
Kool ......................................................................................................................... 35
Table xiv : Need Gap Analysis for Amul Kool ................................................ 36
Table xv : Brand Association depicting Strength, Uniqueness, and
Favourability........................................................................................................... 50
Table xvi : Brand Association through projective technique.......................... 51
Table xvii : Celebrity Association through projective technique ................... 52
Table xviii : Brand Meaning through projective technique............................. 53
Table xix : Brand Personality through projective technique........................... 54
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1 PROJECT BACKGROUND
1.1 COMPANY BACKGROUND.............................................................................. 8
1.2 MANAGEMENT PROBLEM.............................................................................. 9
1.3 RESEARCH OBJECTIVE(S) ............................................................................. 10
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1.1 COMPANY BACKGROUND
AMUL, registered on 14 December 1946, is a dairy cooperative movement in India. It is
marketed and managed by an apex cooperative organisation, Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF), which is the largest food products marketing
organisation in India.
The product range includes milk powder, liquid milk, flavoured milk, sweetened
condensed milk, infant milk, butter, ghee, cheese, chocolate, ice cream, yoghurt, cream,
Indian sweets, pizza and health food drinks. Besides the Indian market, AMUL has
penetrated into overseas markets such as Mauritius, United Arab Emirates, USA,
Bangladesh, Australia, China, Singapore, Hong Kong and some South African countries.
GCMMF Portfolio
Growth on last year (in value)
Milk Procurement 4.5 percent
Sales (Overall) 13.4 percent
Sales Amul Milk 40 percent
Sales Amul Ghee & Sagar 28 percent
Sales Milk UHT 25 percent
Sales Flavoured Milk Segment 55 percent
Sales Cheese 20 percent
Sales Amul Lite & Delicious Margarine 58 percent Table i : Growth in GCMMF portfolio
The milk procurement in year 2006-2007 was 6.7 million Kg per day and the combined
sales was Rs. 42.77 billion. Amul has managed to register double-digit value growth in
Butter and Milk Powders. Moreover, it has launched Probiotic and Sugar-free Ice-cream
during last year to cater to the growing health conscious segment. New range of
chocolates with world-class packaging, under the brand name Amul Chocozoo, has been
launched.
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Challenges:
At present, the organized sector (both cooperative and private) and the traditional sector
are catering to milk market in India. Recent changes in the preferences of the Indian
consumer, attracted by supermarkets and malls, are heading towards a different retail
format. This puts forth a challenge for dairy parlours that are a part of traditional retail
sector. Competition is also on a rise with other cold beverages available in the market
due to these changes in retailing. Amul is coming up with its own Amul Preferred
Outlets (APOs) all across the country to fight such competition.
Other challenges that add to the struggle of dairy industry include the recent ban on
export of milk powder and massive loss in milk procurement due to rains and floods in
June and August in 2006. The increase in international SMP prices from US$ 3000 per
MT to US$ 5000 per MT due to the ban has resulted into an opportunity loss of
realization of better prices that Indian dairy industry could have obtained due to removal
of subsidy in Europe and a recent drought in Australia.
The Brand Amul Kool
Product Place
The variants include flavoured milk,
chocolate milk, Kool Café in various
packaging like glass bottles, cans, and
tetra-packs in various sizes and flavours.
The product is made available at
parlours, retail outlets, and kirana
stores.
Promotion Price
It is promoted as a health and energetic
drink. The name ‘Kool’ suggests
targeting the youth.
The price range of its products or
variants is Rs. 10.00 to Rs. 20.00.
1.2 MANAGEMENT PROBLEM
The management problem behind this project was the observations of “the dip-stick
study conducted on Amul Kool” by Project Committee members of TAPMI. The study
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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also suggested “probable research objectives”. These research objectives were discussed
thoroughly with Mr. J. Rajan, General Manager, GCMMF Ltd., Chennai. The research
objectives selected are mentioned below.
From the interactions with Mr. J. Rajan we found that he was deeply concerned about
finding out not satisfactorily met needs by cold beverages category at present, especially
by Pepsi and Coca Cola who are market leaders. The objective behind this as understood
by research team is that Amul Kool wants to target the market served by Pepsi and Coca
Cola. If Amul Kool can capture a significant pie of their (Pepsi/Coca-Cola) market and
increase the market at the same time, Amul Kool would have a sizeable market to serve.
Association study and user imagery were seen as important tools to suggest marketing
strategies for the above mentioned market segment.
1.3 RESEARCH OBJECTIVE(S)
RESEARCH OJECTIVE 1: To measure the Brand Awareness and Category
Recall of Amul Kool
To measure the depth (Top of the mind, Unaided and Added recall) of the brand’s
presence in the consumers’ mind. Awareness will be the first step to tap the cold
beverage market. Also, whether people perceive Amul Kool as a part of the cold
beverages segment.
RESEARCH OBJECTIVE 2: To identify the Benefits and Purchase Drivers of
Cold Beverages
To identify what are the major purchase drivers in this segment, so that Amul Kool can
embrace these purchase drivers in its offering.
RESEARCH OBJECTIVE 3: To map the Brands on Benefits and Purchase
Drivers
To measure the performance of various brands on purchase drivers in the consumers’
mind, in order to identify competitive positions for Amul Kool. This will help to identify
not satisfactorily met needs of the consumers by any of the present offerings as well as
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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the gap in meeting identified needs of the consumer by Amul Kool’s offering. Also it will
provide discriminating power of various purchase drivers.
RESEARCH OBJECTIVE 4: To determine the Brand Association of Amul Kool
To understand what “Amul Kool” stands for (image of Amul Kool) in the consumers’
mind on various parameters (functional, emotional brand association), and measuring
strength, uniqueness and favourability of these associations. Use this data to strategize
which are the most favourable associations that Amul Kool should position on.
RESEARCH OBJECTIVE 5: To determine the Brand Personality and User
Imagery
To understand what “Amul Kool” stands for in the consumers’ mind as a personality
and what they think about the users of Amul Kool. These parameters are part of
emotional association of a brand, and measuring strength, uniqueness and favourability
of these associations. Use this data to strategize which are the most favourable
associations that Amul Kool should position on.
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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2 RESEARCH METHODOLOGY
2.1 RESEARCH PROCESS..........................................................................13
2.2 RESPONDENTS PROFILE.....................................................................16
2.3 RESEARCH TOOLS .............................................................................16
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Based on the research and business objectives, a cross sectional study was carried out
that represents a snapshot at a point of time. The research comprised qualitative primary
research and quantitative primary research. The information collection was done broadly
at three levels. Following is the brief of the research methodology.
2.1 RESEARCH PROCESS
The three phases of research are explained in detail below.
Work Flow:
00
2.1.1 PRE BRANDSCAN (EXPLORATORY RESEARCH PHASE)
Objective of this phase of the study was to gain deeper understanding of various needs
of cold beverages while purchasing. It was the beginning of the understanding of
consumer buying behaviour regarding cold beverages. One of the objectives of this study
was to identify the broad product attributes that are desired by the respondents. The
overall consumer behaviour and attitude were studied.
Data Analysis
Using Appropriate Statistical Techniques
Qualitative Exploratory
Research Phase
FGDs, In-depth Interviews
Quantitative
Exploratory Research
Questionnaire formed on the basis of earlier research phase,
Factor analysis was done
Game Design
Designing of games to collect data through disguised approach
Conclusion and
Recommendations
Inferences from data analysis and
Recommendations
BrandScan 2007
Continuous monitoring on conduction of the games to ensure validity of the data
collected
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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2.1.1.1 Qualitative Exploratory Research Phase
a) In-depth interviews: 11 In-depth interviews were conducted. There was an indicative
list of questions used to facilitate and guide the interview process. They were aimed at
giving a direction to the interviews Initial few questions were closed ended to put
interviewee on ease. These were followed by open-ended questions.
b) Focused Group Discussions: 12 focused group discussions were conducted. Each
group had 5 to 8 respondents. Respondents were users and non users of Amul Kool, as
well as those who don’t consume any of cold beverages at all. Two moderators were
present for each of the FGD.
Output of the Phase:
From this phase, three sub category of need have been identified. They are:
a) Functional Benefits,
b) Experiential or Emotional Purchase Drivers,
c) Occasion-driven Purchase Drivers.
From this phase total 15 functional benefits, 25 experiential purchase drivers, and 14
occasion-driven purchase drivers have been found out. The list of these identified needs
is attached as Annexure A.
2.1.1.2 Quantitative Exploratory Research Phase
On the basis of the output from Qualitative Exploratory Research Phase, all three types
of needs parameters were included in the preliminary questionnaires. These were reduced
to 8 functional benefits, 14 experiential purchase drivers, and 10 occasion-driven
purchase drivers. The same are attached as an annexure B. The preliminary
questionnaires have been conducted to 80 respondents each.
Factor analysis was used extensively at this stage. Factor Analysis was done on data
obtained from the questionnaires to reduce the number of total variables. Output of the
Factor Analysis has been attached as an annexure C.
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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Output of the Phase:
From Factor Analysis 4 functional benefits, 6 experiential purchase drivers, and 7
occasion-driven purchase drivers have been identified for further study. See annexure C
for the list containing these needs/factors.
2.1.1.3 Game Design
In this phase, games were developed to collect required data as identified from Factor
Analysis output of the previous phase. Care was taken to ensure that games were
sufficiently disguised. These were designed keeping target segment and theme of stall in
mind. The objective was primarily to find association of Amul Kool and other brands
with benefits, attributes and occasion of use of cold beverages, need gap analysis and
user imagery.
Though games were designed with the primary objective of data collection, other aspects
like entertainment for the respondents and increasing the involvement of respondents
were also taken into consideration.
Output of the Phase:
A detailed description of games with their research objectives has been attached as an
annexure D.
2.1.2 BRANDSCAN PHASE (DISGUISED CONCLUSIVE RESEARCH)
The BrandScan stall was designed with the theme of “Railway Platform”. The theme was
selected with the information needs in view and fit with the nature of disguised games.
The games were closely monitored to ensure that they are disguised and the responses
are valid. It was also made sure that only data from target segment get recorded.
Output of the Phase:
Essential data from each game has been captured with detailed demographic description
of each of the respondent.
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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2.1.3 POST BRANDSCAN PHASE (VALIDATION CONCLUSIVE
RESEARCH)
The Post-BrandScan research was conducted in the form of questionnaires. The
questionnaires were used to complement the data for all the objectives. The
questionnaire has been attached as an annexure E.
2.2 RESPONDENTS PROFILE
Identifying variables:
Gender: Both Male and Female
Age: Between 16 to 30 years
Marital Status: Both Married, and Unmarried
It has been taken care that there would be an equal mixes of respondents from both
genders, all ages between 16 to 30 years during all the three phases. The sampling
method used was judgemental sampling. Total sample size was 180.
2.3 RESEARCH TOOLS
Research
Objective
Data Objective Question
Number
Analysis Technique
Measuring Brand
Awareness and
Category Recall
Top of the Mind Recall,
Unaided and Aided Recall
1, 2, 6 Frequency Analysis
Identifying
Benefits and
Purchase Drivers
Ranking of benefits and of
purchase drivers
3, 4, 5 Factor Analysis
Frequency Analysis
Means, Mode
Median, Standard Deviation
Brand Mapping on
Purchase Drivers
Rating of Amul Kool and
its competitors on
identified needs
7,8, 9 Frequency Analysis
Perceptual Maps
Means
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Research
Objective
Data Objective Question
Number
Analysis Technique
Brand Association
of Amul Kool
Agreement/disagreement
of respondents on
identified associations,
customers’ perceptions on
what they think about
Amul Kool
10, 11, 12,
13, 14
Frequency Analysis
Means
Brand Personality
and User Imagery
Open ended question to
capture what Amul Kool
would be if it were a
person, and Rating on
Semantic Differential Scale
15, 16 Frequency Analysis
Means
Table ii : Research Tools used for the Analysis
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3 ANALYSIS
3.1 BRAND AWARENESS, CATEGORY RECALL AND RECOGNITION..........19
3.2 PRODUCT BENEFITS AND PURCHASE DRIVERS ..................................22
3.3 BRAND MAPPING/BRAND PERCEPTION .............................................27
3.4 BRAND ASSOCIATION FOR AMUL KOOL............................................42
3.5 BRAND PERSONALITY AND USER IMAGERY ......................................54
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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3.1 BRAND AWARENESS, CATEGORY RECALL AND
RECOGNITION
Brand awareness measures the accessibility of brand in memory. The Brand Awareness
has two components breadth and depth. This section captures the depth of the
awareness extensively and width of the brand awareness is captured in a later section.
Depth of Brand Awareness consists of Recall and Recognition. We have used Top of the
mind recall and unaided recall as two tests of recall and aided recall tests using brand
names to test brand recognition.
3.1.1 Top of the Mind Recall (ToM)
It is a measure used to test the most prominent brand associated with the category, or the
first brand which comes to respondents’ mind when they think about the category. Pepsi
and Coco-Cola dominated the ToM study, with 25 per cent and 24 per cent respectively.
Also, a formidable sub-category that arose out of the survey was juices (Real, Tropicana)
or semi-juices (Frooti, Maaza) that formed another 19 per cent of the respondents. Amul
Kool constituted 11 per cent of the responses which places it below the carbonated
drinks as other carbonated beverages (7up, Sprite, Limca, Thumbs Up, Mountain Dew)
formed another 4 per cent, resulting in almost half (53 per cent) of the people thinking of
carbonated beverages instantly when they think of cold beverages. Others which
included local brands and some national brands constituted a significant 17 per cent of
responses.
11%
25%
24%4%
17%
19%
Amul Kool
Pepsi
Coca Cola
Other carbonateddrinksOther Juices
Others
Figure i : Top-of-the-mind recall of various brands
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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Key Observations (3.1.1):
a) The segment is closely associated and dominated by carbonated beverages.
b) All brands having a high ToM are brands which are heavily and continuously
advertised.
3.1.2 Unaided Recall
People were asked to write all names that they can think of or recollect from the category
– “cold beverages”. The results, given ToM scores, were surprising as Amul Kool scored
higher than brands like Real, Tropicana, Frooti, and other such beverages which we
earlier classified as juices or semi-juices. Thus, a very small section of response set i.e.
approximately 20 per cent associate juices and semi-juices with the cold beverages
segment. Others are either unaware or think of it as a different category, with the latter
being more likely. Interpreting the graph below, Carbonated Drinks dominated again as
Top six places were occupied by them. Coca-Cola and Pepsi dominated with 96 per cent
and 94 per cent of respondents recalling them. Thumbs up came third with 47 per cent,
followed by Limca (35 per cent), Maaza (33 per cent) and Mountain Dew (25 per cent).
Amul Kool had 24 per cent of the people recalling it.
23.7%
93.5% 95.7%
18.0%
34.5%
21.6% 20.1%10.1%
0.7%
46.8%
33.1%25.2%
0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%
100.0%
Amul Kool Peps
i
Coca Cola
Frooti
Limca
Appy Fizz Real
Tropicana
Nandini
Tumbs U
pMaaz
a
Mountain D
ew
Brands
Per
cent
age
of R
espo
nden
ts
Figure ii : Unaided recall of various brands
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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Key Observations (3.1.2):
a) People know about the brand Amul Kool.
b) People associate Amul Kool more with cold beverages when compared to other
health-oriented beverages like juices and semi-juices being associated with cold-
beverages segment.
3.1.3 Brand Recognition – Aided Recall using brand names:
The results are consistent with popular beliefs that the national brands have high
recognition levels and almost everyone knows them. All Brands, except Nandini – a
regional milk brand, enjoyed more than 90 per cent recall. Pepsi, Coca-Cola, Limca and
Frooti enjoyed 100 per cent recognition, while most others languished in late 90’s (97+).
Nandini was the lowest with 58 per cent, then Amul Kool with 93 per cent and finally
the two juice brands Real and Tropicana having 94 per cent recognition. The numbers
support our earlier argument that juices are not seen by consumers in their mind as cold
beverages (though we will later see that their behaviour considers them as substitutes), but relatively
Amul Kool is.
Brands Percentage of Respondents
Amul Kool 93.6
Pepsi 100.0
Coca Cola 100.0
Frooti 100.0
Limca 100.0
Appy Fizz 97.9
Real 94.3
Tropicana 94.3
Nandini 57.9
Thumbs Up 98.6
Maaza 98.6
Mountain Dew 97.9
Table iii : Brand recognition in terms of percentage of respondents
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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Key Observations (3.1.3):
a) Amul Kool has the lowest recognition amongst national brands (93 per cent).
b) Regional brands have very low recognition when compared to national brands –
58 per cent vs. 93 per cent to 100 per cent.
3.2 PRODUCT BENEFITS AND PURCHASE DRIVERS
The reasons to consume have been divided by our research into three parts which we
arrived at after in-depth exploratory research:
a) Functional Benefits
b) Experiential or Emotional Purchase Drivers
c) Occasion-driven Purchase Drivers
The above three should not be seen in isolation but in conjunction, as together they
guide the – Interest, Evaluation and Trial – phases of the AIETA model used to
influence consumer behaviour in FMCG products.
3.2.1 Functional based Benefits
From the various functions or attributes through factor analysis we arrived at these 4
benefits – Taste, Energy, Health and Thirst Quenching – as the underlying benefits
driving selection of those attributes. We asked our respondents to rank these parameters
in order of preference. The graph below gives us an indication of how a consumer
prioritizes these benefits in his/her mind.
We see that taste is the over-riding factor with 49 per cent people giving it rank 1, and
another 39 per cent ranking it second. Thirst quenching ability of a drink was the second
most important factor with 32 per cent people marking it rank 1 and another 39 per cent
marking it rank 2. This was followed by health with 17 per cent marking it rank 1 and
another 14 per cent rank 2. Energy was the least sought after benefit with only 5 per cent
people ranking it 1st.
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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48.80%39.20%
6.40% 5.60%
32.00%39.20%
12.80% 16.80%
4.8%
46.40% 37.60%
16.80% 13.60%
31.20%38.40%12.00%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Rank 1 Rank 2 Rank 3 Rank 4
Ranking
% o
f R
espo
nden
ts Health
Energy
ThirstQuenchingTaste
Figure iii : Functional based benefits
Hence, the ranking that emerges out of this is:
Table iv : Ranking of functional based benefits
Key Observations (3.2.1):
a) Taste and Thirst Quenching ability are two most sought after functional benefits.
b) Energy – highlight of the Amul Kool campaign ranks lowest in consumer
prioritization of functional benefits.
3.2.2 Experiential or Emotional Benefits
Ranking was used to study the consumer prioritization of Experiential Benefits, as
consumer uses two or three benefits to evaluate and make a trial.
Benefit Rank
Taste 1
Thirst Quenching 2
Health 3
Energy 4
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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37.4%
16.5% 15.8% 12.2% 10.1% 7.9%
2.9%
14.4% 13.7% 20.9% 25.2%
23.7%
12.2% 11.5%
23.0%20.9%
8.6%
15.1%
24.5%
7.2%
3.6%
5.8% 13.7%20.1%
8.6%21.6%
15.8% 15.8% 10.8% 7.2%
23.0%
30.9%
18.7%
23.7%
28.1%
28.8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6
%ag
e of
Res
pon
den
ts Habitual
Socialization
Relaxation
Rejuvenation
Style
Brand
Figure iv : Experiential or emotional benefits
Brand was a clear rank one with 37 per cent ranking it first and 17 per cent ranking it
second. A drink which relaxes you was not far off as a benefit with 46 per cent people
ranking it within top two ranks and 70 per cent within top three ranks. (This might need a
re-look at the campaign – energy or relaxation).
Habitual and rejuvenation were a close third and fourth respectively, with 37 per cent
ranking “habitual” in first or second compared to 36 per cent for rejuvenation. What
made “habitual” a third rank was the cumulative percentage till third rank which in its
case was 53 per cent and 47 per cent was rejuvenation.
Socialization is ranked fifth and style sixth. Please note that the research team feels that
style’s ranking should not be taken at face value as most people are not up-front about
their hedonistic pleasures especially something like style from a cold beverage product.
The six parameters are ranked in the following table based on the exercise done above. It
can be seen clearly that brand is the top ranked benefit, whereas style turns out to be
lowest ranked benefit.
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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Table v : Ranking of experiential or emotional benefits
Key Observation (3.2.2):
a) Brand and Relaxation are the most sought after experiential benefits.
3.2.3 Occasion-driven reasons for consumption
Since occasions are not a trade-off choice which a consumer makes but a series of events
which most individuals go through, we used rating scale to measure the “likelihood” of
consumption of beverages on these occasions. We used seven broad definitions of
occasions to encompass most occasions a consumer buys a beverage. The occasions
identified were: With Breakfast, as an alternative to food (hungry with no time to eat or
cannot eat), while traveling, with meals, in-between work, as snacks supplement and in
parties. These seven events broadly encompass all touch points of the consumer with this
category.
Occasions Average
Rating
Standard
Deviation
Median Mode
Alternative to food 3.16 2.537 2 1
With breakfast 3.43 2.785 2 1
While Traveling 6.93 2.620 7 10
In Parties 7.76 2.425 8 10
Along with meals 4.34 2.538 4 5
In Between Work 4.76 2.403 5 5
Snacks Supplement 6.28 2.640 7 8
Table vi : Trend shown by occasion-driven reasons for consumption
Benefit Rank
Brand 1
Relaxation 2
Habitual 3
Rejuvenation 4
Socialization 5
Style 6
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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26 BrandScan 2007
T. A. Pai Management Institute, Manipal
Parties and Traveling were highest rated occasions for consumption of cold beverages,
the mode in these two cases was 10 signifying that maximum people rated these
occasions as “Always having a cold beverage at a party or while traveling”. Also, median was 8
for parties and 7 for traveling with averages just lower than this number. Thus, mean-
median-mode analysis rates these two occasions as the most likely for the maximum
number of people. (Please note that just a mean or median is only half a story without the other two
in rating analysis). The other highly ranked category was Snacks supplement with a mode
of 8, median of 7 and an average of 6.3 suggesting extreme values on the lower end. This
means that though most people have beverages with snacks, there are some who
completely do not. Thus we can say that “Most people are likely to have beverages with snacks
while a few will hardly ever”. In Between work and along with meals occasions follow next in
frequency of beverage consumption, mean-median-mode of around 5. But while, “in
between work” has Mean greater than Median, “along with work” has Mean less than
Median, suggestion that “in between work has a rightward skew while along with work
has a leftward skew. Thus, we would rank In-between work higher in terms of likelihood
of purchase of cold beverages. “Alternative to food” and “With Breakfast” were the
lowest ranked with mode of 1 and median of 2. We feel that consumers perceiving juices
and semi-juices as different from cold beverages in their minds is one of the reasons for
low rating to “with breakfast” and our exploratory research does show “With breakfast”
as a lucrative occasion to stimulate consumption. This also justifies the launch of large-
tetra pack, similar to those of juices, for Amul Kool.
*Higher rated occasions have been assigned higher importance.
Table vii : Importance of occasion-driven reasons for consumption
Occasion Importance *
Traveling 1
Parties 1
Snacks Supplement 3
In-between work 4
Along with meals 5
With Breakfast 6
Alternative to food 7
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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27 BrandScan 2007
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This table is generated by our research group’s data analysis. The table gives us the
“likelihood” of consumption of cold beverages in this situation. Cold beverages close
association with carbonated drinks and exclusion of juices and semi-juices are seen as
main reasons of “with breakfast” occasion ranked so low in consumer’s mind, though
there usage pattern study should put it much higher.
Key Observations (3.2.3):
a) Travel and parties are most likely occasions for beverage consumption.
b) This is followed by snacks supplement.
c) Lucrative and unexplored segment is “in-between work”.
3.3 BRAND MAPPING/BRAND PERCEPTION
In this section we analyze on how various brands perform on the parameters discussed in
previous section. The study deals in consumer perception of various brands on the
identified parameters, and therefore is divided into the same three aspects as classified in
the previous section:
a) Brand Mapping on Functional based Benefits
b) Brand Mapping on Experiential or Emotional Benefits
c) Brand Mapping on Occasion-driven reasons for consumption.
For analysis two methods have been used:
a) Rating and Ranking Method
b) Need Gap Analysis
c) Perceptual Maps 3.3.1 Rating and Ranking Method
Rating and Ranking Method is useful way to understand product differences and to
provide specific performance targets for management. It focuses on average rating of
brands on each of the purchase driver. We will use this method for brand mapping
separately for each category classified in the previous section.
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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3.3.1.1 Brand Mapping on Functional based Benefits
Average Rating Standard Deviation Median Mode
Taste
Amul 6.55 2.56 7.00 8.00
Pepsi 6.56 2.41 7.00 8.00
Coca Cola 6.65 2.43 7.00 7.00
Frooti 7.13 2.69 8.00 9.00
Limca 5.68 2.89 6.00 8.00
Real 6.56 2.86 7.00 8.00
Appy Fizz 6.16 3.10 7.00 8.00
Energy
Amul 6.24 2.35 7.00 7.00
Pepsi 4.60 2.21 5.00 5.00
Coca Cola 4.52 2.22 5.00 5.00
Frooti 5.68 2.29 6.00 5.00
Limca 4.63 2.63 5.00 5.00
Real 6.22 2.94 7.00 8.00
Appy Fizz 5.49 2.90 6.00 8.00
Health
Amul 7.02 2.46 8.00 8.00
Pepsi 3.17 1.93 3.00 2.00
Coca Cola 3.07 1.87 3.00 1.00
Frooti 5.54 2.37 6.00 7.00
Limca 3.59 2.41 3.00 2.00
Real 6.91 2.85 8.00 9.00
Appy Fizz 5.23 2.66 5.00 5.00
Thirst
Amul 5.48 2.51 5.00 5.00
Pepsi 6.38 2.47 7.00 8.00
Coca Cola 6.45 2.63 7.00 8.00
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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Average Rating Standard Deviation Median Mode
Frooti 6.11 2.77 7.00 7.00
Limca 5.84 2.99 7.00 8.00
Real 6.26 2.76 7.00 7.00
Appy Fizz 5.72 2.92 6.00 6.00
Table viii : Trend shown by functional based benefits for various brands
As we identified earlier that Taste and Thirst quenching are the most important
functional benefit purchase drivers. The table above clearly demonstrates that while
Amul Kool enjoys the same taste perception as the majority of the category (thus, no
point of difference just a point of parity), it is the lowest rated in its ability to quench
thirst. All the three figures, mean-median-mode, are the lowest in the category when it
comes to thirst quenching ability.
In terms of health benefits, its highest rated in the category along with Real. Amul Kool’s
association with milk and Real’s association with juice i.e. both of their association with
natural and healthy products seem to give them this high rating. But, how relevant is this
to the consumer is to be seen as health does not seem to be amongst the top 2 drivers in
this segment. A similar story unfolds in energy where Real and Amul Kool lead the
category because of their association with “fresh juices” and “milk” respectively. But
again, energy is the lowest ranked functional purchase driver and thus, a question mark
on how much will this competitive advantage lead to sales. The following table tells us
about Amul Kool’s performance on these benefits:
Benefit Consumer Rank Amul Kool (10 point scale)
Taste 1 Average as compared to others
Thirst Quenching 2 Lowest
Health 3 Highest
Energy 4 Highest Table ix : Ranking of functional based benefits for Amul Kool
This table illustrates that Amul Kool is rated high on those benefits that are less
important for a respondent while buying a cold beverage.
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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3.3.1.2 Brand Mapping on Experiential or Emotional Benefits
Average Rating Standard Deviation Median Mode
Brand
Amul Kool 6.54 2.47 7.00 7.00
Pepsi 7.27 2.55 8.00 9.00
Coca Cola 7.37 2.63 8.00 8.00
Frooti 6.73 2.75 7.50 8.00
Limca 6.00 2.99 7.00 9.00
Real 6.97 2.76 8.00 8.00
Appy Fizz 6.30 3.18 7.00 9.00
Style
Amul Kool 5.49 2.07 5.00 5.00
Pepsi 6.86 2.63 8.00 8.00
Coca Cola 6.91 2.61 6.00 7.00
Frooti 5.84 2.61 6.00 7.00
Limca 5.52 2.82 6.00 8.00
Real 6.24 2.63 7.00 7.00
Appy Fizz 6.18 3.17 7.00 7.00
Rejuvenation
Amul Kool 5.60 2.05 6.00 5.00
Pepsi 6.01 2.43 6.00 7.00
Coca Cola 5.95 2.54 6.00 7.00
Frooti 6.00 2.73 6.00 8.00
Limca 5.35 2.91 6.00 6.00
Real 6.43 2.62 7.00 8.00
Appy Fizz 5.73 2.78 7.00 7.00
Relaxation
Amul Kool 5.90 2.09 6.00 6.00
Pepsi 6.19 2.43 7.00 7.00
Coca Cola 6.13 2.44 7.00 7.00
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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Average Rating Standard Deviation Median Mode
Frooti 6.28 2.77 7.00 7.00
Limca 5.40 3.06 6.00 8.00
Real 6.57 2.63 7.00 7.00
Appy Fizz 5.78 2.86 6.00 5.00
Socialization
Amul Kool 4.65 2.04 5.00 5.00
Pepsi 6.52 2.59 7.00 8.00
Coca Cola 6.47 2.59 7.00 8.00
Frooti 5.57 2.54 6.00 7.00
Limca 4.86 2.93 5.00 7.00
Real 5.64 2.53 5.00 5.00
Appy Fizz 5.69 2.95 6.00 7.00
Habitual
Amul Kool 3.75 2.21 4.00 1.00
Pepsi 5.28 2.99 6.00 8.00
Coca Cola 5.31 2.99 6.00 7.00
Frooti 4.46 2.95 5.00 1.00
Limca 4.05 2.78 4.00 1.00
Real 4.91 2.81 5.00 4.00
Appy Fizz 4.64 3.13 5.00 1.00
Table x : Trend shown by experiential or emotional based benefits for various brands
The above table is the crux of the matter in understanding position of Amul Kool vis-à-
vis other brands as Experiential benefit in low-ticket, low involvement FMCG products
is more important than functional benefits, and this is where successful brands in the
category seem to engage the consumer.
The high rating of market leaders Pepsi and Coca-Cola in this segment is further
testimony to that. The following table illustrates Amul Kool’s performance when
evaluated based on the trends observed above.
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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Benefit Consumer Rank Amul Kool
(10 point scale)
Brand 1 Just Below Average, Parent Brand “Amul” leads to some credibility
Relaxation 2 3rd Lowest
Habitual 3 Lowest
Rejuvenation 4 2nd Lowest
Socialization 5 Lowest
Style 6 Lowest Table xi : Ranking of experiential or emotional based benefits for Amul Kool
Amul Kool seems to lack the emotional relationship with its customers. Low scores seem
to be effecting adoption as well as re-purchase rates of the product, important
parameters for success in this segment.
3.3.1.3 Brand Mapping on Occasion-driven reasons for consumption
Average Rating Standard Deviation Median Mode
Alternative to food
Amul 5.59 7.46 5.00 1.00
Pepsi 3.78 2.78 3.00 1.00
Coca Cola 3.87 2.79 4.00 1.00
Frooti 4.71 2.81 5.00 5.00
Limca 3.48 2.60 3.00 1.00
Real 5.01 2.88 5.00 8.00
Appy Fizz 4.12 2.88 4.00 1.00
Breakfast Supplement
Amul 5.63 2.80 6.00 7.00
Pepsi 3.40 2.47 3.00 1.00
Coca Cola 3.45 2.60 3.00 1.00
Frooti 5.00 4.21 5.00 5.00
Limca 3.26 2.76 2.50 1.00
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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Average Rating Standard Deviation Median Mode
Real 5.73 3.08 7.00 8.00
Appy Fizz 3.82 2.91 3.00 2.00
Traveling Partner
Amul 5.28 3.48 5.00 5.00
Pepsi 6.29 2.60 7.00 7.00
Coca Cola 6.49 2.54 7.00 7.00
Frooti 6.03 2.55 6.00 7.00
Limca 5.13 3.01 6.00 6.00
Real 6.09 2.65 6.00 7.00
Appy Fizz 5.38 2.98 6.00 5.00
In Parties
Amul 3.32 2.52 2.00 1.00
Pepsi 7.20 2.58 8.00 9.00
Coca Cola 7.12 2.61 8.00 8.00
Frooti 4.92 2.52 5.00 5.00
Limca 5.47 2.95 6.00 7.00
Real 5.13 2.91 6.00 6.00
Appy Fizz 5.09 2.85 5.00 4.00
Complementary to Dinner/Lunch
Amul 4.35 2.43 5.00 5.00
Pepsi 5.33 2.95 6.00 7.00
Coca Cola 5.33 2.93 6.00 7.00
Frooti 4.71 2.67 5.00 5.00
Limca 3.98 2.83 4.50 5.00
Real 4.70 2.84 5.00 5.00
Appy Fizz 4.20 2.71 5.00 5.00
In between work
Amul 5.25 2.51 6.00 7.00
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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Average Rating Standard Deviation Median Mode
Pepsi 5.56 2.68 6.00 7.00
Coca Cola 5.65 2.64 6.00 7.00
Frooti 5.51 2.58 6.00 5.00
Limca 4.75 2.91 5.00 7.00
Real 5.61 2.75 6.00 7.00
Appy Fizz 4.84 2.86 5.00 5.00
Snacks Partner
Amul 5.40 2.57 6.00 8.00
Pepsi 6.28 2.67 7.00 8.00
Coca Cola 6.41 2.61 7.00 8.00
Frooti 5.69 2.68 6.00 8.00
Limca 5.24 3.09 6.00 5.00
Real 5.45 2.82 6.00 7.00
Appy Fizz 5.15 3.12 5.00 5.00
Table xii : Trend shown by occasion-driven reasons for consumption for various brands
As can be seen in the above table, Amul Kool is rated very low at traveling and parties.
Pepsi and Coca Cola are the most preferred brand at such occasions. On the other hand,
Amul Kool is one of the most preferred beverages during breakfast. The table shown
below compares Amul Kool with respect to the relative importance of these occasions.
Breakfast supplement is the only occasion where it is above the competition
convincingly, probably because of it being a milk product. But as we see, in the two most
likely occasions of consumption, traveling and parties, Amul Kool ranks the lowest. As a
supplement to snacks and as a beverage “between work”, Amul Kool meets the category
average.
This table also shows no clear point of differentiation except its association with health
due to it being a milk product. Thus, the advantage Amul Kool enjoys is because of a
specific attribute rather than successful branding or positioning.
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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35 BrandScan 2007
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Occasion Consumer Rank Amul Kool
(10 point scale)
Traveling 1 Lowest, 1 rating point below average
Parties 1 Lowest, 2.4 rating point below average
Snacks Supplement 3 On Par with Category Average
In-between work 4 On Par with Category Average
Along with meals 5 2nd lowest, 0.5 rating points below average
With Breakfast 6 2nd highest, after Real. 1.2 rating points above
average
Alternative to food 7 DATA NOT RELIABLE. Standard Deviation of 7.5
on a 10 point scale. Table xiii : Ranking of occasion-driven reasons for consumption for Amul Kool
Key Observations (3.3.1):
a) Amul Kool is rated high on parameters like health and energy which are not
considered important by respondents while purchasing cold beverages.
b) Amul Kool is rated low on almost all of the experiential or emotional based
benefits.
c) Amul Kool is rated low on highly preferred occasions for purchase like traveling
and parties.
3.3.2 Need Gap Analysis for Amul Kool
The need gap analysis for the brand Amul Kool is prepared by comparing the rating
given by respondents on various parameters to Amul Kool and its competitors. The ideal
rating is considered to be the one that is highest among all the given brands. The gap is
calculated by evaluating the difference between the ideal rating and Amul Kool rating.
Then, we calculate gap percentage for Amul Kool with respect to the ideal rating for a
given parameter. The following table gives us an overview of various gaps for Amul
Kool.
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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36 BrandScan 2007
T. A. Pai Management Institute, Manipal
Parameters
Amul Kool Average Rating
Highest Average Rating (Ideal) Gap
Gap Percentage
Functional based Benefits
Taste 6.55 7.13 -0.58 -8.18%
Energy 6.24 6.24 0.00 0.00%
Health 7.02 7.02 0.00 0.00%
Thirst 5.48 6.45 -0.97 -14.98%
Experiential or Emotional based Benefits
Brand 6.54 7.37 -0.82 -11.20%
Style 5.49 6.91 -1.42 -20.52%
Rejuvenation 5.60 6.43 -0.84 -13.04%
Relaxation 5.90 6.57 -0.66 -10.12%
Socialization 4.65 6.52 -1.87 -28.69%
Habitual 3.75 5.31 -1.56 -29.39%
Occasion Driven Reasons for Consumption
Alternative to Food 5.59 5.59 0.00 0.00%
Breakfast Supplement 5.63 5.73 -0.10 -1.75%
Traveling Partner 5.28 6.49 -1.21 -18.58%
In Parties 3.32 7.20 -3.87 -53.82%
Complementary to
Dinner/Lunch 4.35 5.33 -0.99 -18.51%
In between work 5.25 5.65 -0.39 -6.98%
Snacks Partner 5.40 6.41 -1.01 -15.72%
Table xiv : Need Gap Analysis for Amul Kool
There are three parameters where Amul Kool has zero per cent gap, that is, it is rated
highest on these parameters. Among these parameters, energy and health are functional
or attribute based benefits, and usage as an alternative to food is an occasion driven
reason for consumption.
The following graph makes it easier for us to decipher the major gap areas for Amul
Kool.
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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37 BrandScan 2007
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-8.18%
0.00%
0.00%
-14.98%
-11.20%
-20.52%
-13.04%
-10.12%
-28.69%
-29.39%
0.00%
-1.75%
-18.58%
-53.82%
-18.51%
-6.98%
-15.72%
-60.00% -50.00% -40.00% -30.00% -20.00% -10.00% 0.00%
1
Par
amet
ers
Gap Percentage
Snacks Partner
In between work
Complementary toDinner/LunchIn Parties
Traveling Partner
Breakfast Supplement
Alternative to Food
Habitual
Socialization
Relaxation
Rejuvenation
Style
Brand
Thirst
Health
Energy
Taste
Figure v : Need Gap Analysis for Amul Kool
If we analyze the gaps with respect to each category, we observe the following:
a) Functional or Attribute based Benefits: The major gap observed in this area is in
thirst (14.98 per cent). Respondents do not perceive it to be an ideal thirst
quencher.
b) Experiential or Emotional based Benefits: All parameters under this category
show a gap percentage above 10 per cent. The major gaps can be observed in
case of habitual (29.39 per cent), socialization (28.69 per cent), and style (20.52
per cent). Rejuvenation also shows a noticeable gap of 13.04 per cent.
c) Occasion driven reasons for Consumption: We observe a highest gap for Amul
Kool in case of buying cold beverages for a party (53.82 per cent). Respondents
do not perceive it as a party drink. The other gaps observed under this category
include usage as a traveling partner (18.58 per cent), usage as complementary to
dinner or lunch (18.51 per cent), and usage as a snacks partner (15.72 per cent).
On the other hand, respondents like to have it as a supplement to breakfast.
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
Imagery of Amul Kool
38 BrandScan 2007
T. A. Pai Management Institute, Manipal
Key Observations (3.3.2):
a) Gaps are generally observed in experiential or emotional benefits and
occasion-driven reasons for consumption.
b) Parties, habitual, socialization, and style are some of the main parameters
where we observe major gaps.
3.3.3 Perceptual Maps
Perceptual Maps can be understood as pictorial representation of the competitive
landscape from a customer’s point of view. These are based on the belief that while
buying a product/service customers do not work through a list of criteria. Customers
simplify various aspects and issues into generalizations (subconscious to them) about a
product or an organization. Based on these generalizations they take buying decisions.
For detail of statistical tests please refer to annexure F
Functional based Benefits
-0.60
-0.40
-0.20
0.00
0.20
0.40
0.60
0.80
1.00
1.20
1.40
1.60
-1.50 -1.00 -0.50 0.00 0.50 1.00 1.50
Function 1
Fun
ctio
n 2
Taste
Energy
Health
ThirstQuenchingAmul Kool
Pepsi
Coca Cola
Frooti
Limca
Real
Appy Fizz
Figure vi : Perceptual map for functional based benefits
Following are the interpretations from the above map:
(A) Discriminating Powers
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
Imagery of Amul Kool
39 BrandScan 2007
T. A. Pai Management Institute, Manipal
a) Taste and Health variables have high discriminating power.
b) Energy and Thirst Quenching variables have low discriminating power.
(B) Generalizations
a) X axis is comprised of Health and Thirst Quenching (minor contributor)
b) Y axis is comprised of Taste and Energy (minor contributor)
(C) Associations
a) Health: Amul Kool and Real are highly associated with Health. Frooti and Appy
Fizz are lowly associated with Health. Pepsi and Coca Cola have scored negative
on Health vector. Limca has also scored negative on Health vector but not as
high as Pepsi and Coca Cola. No carbonated drink is associated with Health.
b) Taste: Frooti has association with Taste. Appy Fizz has negative score on Taste
vector. Amul Kool and Real are having no association with Taste. Pepsi and Coca
Cola are also do not have any association with Taste. Hence only Frooti has some
association with Taste.
c) Energy and Thirst Quenching: Limca is only beverage associated with both
Thirst Quenching and Energy and enjoying unique positioning.
Experiential or Emotional Benefits
Following are the interpretations from the map shown below:
(A) Discriminating Powers
a) Brand, Style, Relaxation and Social variables have high discriminating power.
b) Rejuvenation has moderate discrimination power.
c) Habitual has low discriminating power.
(B) Generalizations
a) X axis is comprised of Social, Relaxation and Habitual, Rejuvenation.
b) Y axis is comprised of Brand and Style.
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
Imagery of Amul Kool
40 BrandScan 2007
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(C) Associations
a) Brand: Appy Fizz and Limca scored negative on variable Brand. Pepsi, Coca
Cola, Thums Up, Frooti and Real have scored equal but very low on Brand. No
drink has strong association with Brand.
b) Social: Pepsi and Coca Cola have high associations with variable Social. Appy
Fizz is having low association with variable Social.
c) Relaxation and Rejuvenation: Amul Kool has high association with variables
Relaxation and Rejuvenation. However other brands Real, Limca, and Frooti are
also having associations with Relaxation and Rejuvenation, hence diluting
benefits of having high association with Relaxation and Rejuvenation of Amul
Kool. (For detail of statistical tests please refer to annexure F)
-1.00
-0.50
0.00
0.50
1.00
1.50
-0.80 -0.60 -0.40 -0.20 0.00 0.20 0.40 0.60 0.80 1.00
Function 1
Fun
ctio
n 2
Brand
Style
Rejuvenation
Relaxation
Social
Habitual
Amul Kool
Pepsi
Coca Cola
Frooti
Limca
Real
Appy Fizz
Figure vii : Perceptual map for experiential or emotional benefits
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
Imagery of Amul Kool
41 BrandScan 2007
T. A. Pai Management Institute, Manipal
Occasion-driven Reasons for Consumption
-0.30
-0.20
-0.10
0.00
0.10
0.20
0.30
0.40
0.50
0.60
0.70
-1.50 -1.00 -0.50 0.00 0.50 1.00
Function 1
Fun
ctio
n 2
Alternative tofoodBreakfastSupplementTravelling Partner
In Parties
Complementaryto Dinner/LunchIn betw een w ork
Snacks Partner
Amul Kool
Pepsi
Coca Cola
Frooti
Limca
Real
Appy Fizz
Figure viii : Perceptual map for occasion-driven reasons for consumption
Following are the interpretations from above map:
(A) Discriminating Powers:
a) Variable Break Fast Supplement and variable In Parties have discriminating
powers.
b) Traveling Partner variable has medium discriminating power.
c) Alternative to Food, Complementary to Dinner/Lunch, In Between Work, and
Snacks Partner have low discriminating power.
(B) Generalizations:
a) X axis is comprised of variable “In Parties”.
b) Y axis is comprised of variables Breakfast Supplement and Traveling Partner.
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
Imagery of Amul Kool
42 BrandScan 2007
T. A. Pai Management Institute, Manipal
(C) Associations:
a) In Party: Coca Cola and Pepsi are having high association with variable In Party
which is major contributor of x-axis (high discriminating power). Whereas, Amul
Kool has scored a high negative score on the same variable.
b) Breakfast Supplement and Traveling Partner: Frooti and Amul Kool are having
high association with Breakfast Supplement and Traveling Partner.
Key Observations (3.3.3):
a) Health and taste are the discriminating functional based benefits.
b) Socialization and relaxation together form discriminating experiential/emotional
benefits, similarly as brand and style together do.
c) Breakfast supplement and traveling partner together and parties form
discriminating occasion-driven reasons for consumption. (Annexure F)
3.4 BRAND ASSOCIATION FOR AMUL KOOL
Brand Image is defined as consumers’ perception of a brand and is measured as the
brand associations held in their memory. Associations study has been done for all three
categories of needs identified earlier, brand meaning to the consumers, user imagery, and
brand personality.
3.4.1 Association with needs categories:
We have used statements to create familiar situations for consumers, and then measure
their response, as this gives a more natural or “real” life experience based response.
Following terms help in establishing meaning to these associations:
a) Strength: It is the proportion of no. of respondents having an association for
Amul Kool to total no. of respondents having same association in their mind.
b) Uniqueness: It refers to the associations with Amul Kool and their exclusivity
among the various brands available. (Refer to Annexure G for Uniqueness
Index.)
c) Favourability: It refers to the importance of an association to the consumer while
making a purchase. We have used ranking for this as derived in section 3.2.
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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43 BrandScan 2007
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“I think following drinks are tasty.”
Associations Key Observations
Brands Number of
Respondents
%age of
total
Amul Kool 85 61.2
Pepsi 47 33.8
Coca Cola 56 40.3
Frooti 91 65.5
Limca 33 23.7
Real 78 56.1
STRENGTH
Appy Fizz 62 44.6
Frooti has the highest
strength followed by Amul
Kool. Carbonated drinks
have lower strength for
taste, Limca having the
lowest.
UNIQUENESS Uniqueness Index 36.5 Unique association.
FAVOURABILITY Importance of association Highest An important factor and
Amul Kool performs well.
“These drinks give me energy.”
Associations Key Observations
Brands Number of
Respondents
%age of
total
Amul Kool 83 59.7
Pepsi 19 13.7
Coca Cola 23 16.5
Frooti 51 36.7
Limca 18 12.9
Real 82 59.0
STRENGTH
Appy Fizz 46 33.1
Amul Kool has the highest
strength followed closely by
Real. Carbonated drinks
have very low strength.
UNIQUENESS Uniqueness Index 42.4 Very unique association.
FAVOURABILITY Importance of association Lowest Unimportant factor, though
Amul Kool performs good.
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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44 BrandScan 2007
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“I become healthy after drinking.”
Associations Key Observations
Brands Number of
Respondents
%age of
total
Amul Kool 78 56.1
Pepsi 5 3.6
Coca Cola 5 3.6
Frooti 36 25.9
Limca 8 5.8
Real 70 50.4
STRENGTH
Appy Fizz 30 21.6
Amul Kool has the highest
strength followed by Real.
Again the carbonated drinks
have very low strength.
UNIQUENESS Uniqueness Index 44.9 Very unique association.
FAVOURABILITY Importance of association 2nd Lowest Not very important, but
Amul Kool performs well.
“These brands quench my thirst.”
Associations Key Observations
Brands Number of
Respondents
%age of
total
Amul Kool 33 23.7
Pepsi 72 51.8
Coca Cola 78 56.1
Frooti 46 33.1
Limca 55 39.6
Real 41 29.5
STRENGTH
Appy Fizz 46 33.1
Carbonated drinks like
Coca Cola and Pepsi
have higher strength
this time. Amul Kool
has the lowest.
UNIQUENESS Uniqueness Index 12.5 Non-unique
association.
FAVOURABILITY Importance of association 2nd Highest Amul Kool perceived bad on important factor.
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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45 BrandScan 2007
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“These brands add to my style.”
Associations Key Observations
Brands Number of
Respondents
%age of
total
Amul Kool 14 10.1
Pepsi 59 42.4
Coca Cola 65 46.8
Frooti 22 15.8
Limca 17 12.2
Real 42 30.2
STRENGTH
Appy Fizz 45 32.4
Carbonated drinks have
highest strength followed by
Appy Fizz and Real. Amul
Kool has the lowest
strength.
UNIQUENESS Uniqueness Index 5.8 No association exists.
FAVOURABILITY Importance of association Lowest Unimportant factor, no
trouble for Amul Kool.
“They rejuvenate me.”
Associations Key Observations
Brands Number of
Respondents
%age of
total
Amul Kool 52 37.4
Pepsi 44 31.7
Coca Cola 50 36.0
Frooti 41 29.5
Limca 27 19.4
Real 57 41.0
STRENGTH
Appy Fizz 30 21.6
Amul Kool at par with
carbonated drinks, juices fall
below.
UNIQUENESS Uniqueness Index 25.3 Somewhat unique.
FAVOURABILITY Importance of association Average Neither important factor,
nor Amul Kool unique.
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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46 BrandScan 2007
T. A. Pai Management Institute, Manipal
“These brands help in socialization.”
Associations Key Observations
Brands Number of
Respondents
%age of
total
Amul Kool 16 11.5
Pepsi 76 54.7
Coca Cola 85 61.2
Frooti 24 17.3
Limca 23 16.5
Real 27 19.4
STRENGTH
Appy Fizz 33 23.7
Coca Cola and Pepsi have
very high strength as
compared to all others.
Amul Kool has the lowest.
UNIQUENESS Uniqueness Index 7.6 No association exists.
FAVOURABILITY Importance of association 2nd Lowest Unimportant, no big trouble
for Amul Kool.
“I can relax while drinking.”
Associations Key Observations
Brands Number of
Respondents
%age of
total
Amul Kool 51 36.7
Pepsi 49 35.3
Coca Cola 60 43.2
Frooti 55 39.6
Limca 36 25.9
Real 62 44.6
STRENGTH
Appy Fizz 45 32.4
Real and Coca Cola have
highest strength. Others do
not have a major difference
from the highest, except for
Limca that has the lowest
strength.
UNIQUENESS Uniqueness Index 22.1 Somewhat unique.
FAVOURABILITY Importance of association 2nd Highest Important factor, but no
brand stands strong alone.
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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47 BrandScan 2007
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“I am habitual of drinking this brand.”
Associations Key Observations
Brands Number of
Respondents
%age of
total
Amul Kool 6 4.3
Pepsi 37 26.6
Coca Cola 39 28.1
Frooti 11 7.9
Limca 8 5.8
Real 13 9.4
STRENGTH
Appy Fizz 17 12.2
Coca Cola and Pepsi have
the highest strength, though
not a very strong one. Amul
Kool lies very low.
UNIQUENESS Uniqueness Index 2.8 No association exists.
FAVOURABILITY Importance of association Average Amul Kool does not figure
in this average rated factor.
“These brands, I have as an alternative to my food.”
Associations Key Observations
Brands Number of
Respondents
%age of
total
Amul Kool 40 28.8
Pepsi 12 8.6
Coca Cola 14 10.1
Frooti 20 14.4
Limca 5 3.6
Real 39 28.1
STRENGTH
Appy Fizz 12 8.6
Though not a very strong
one, Amul Kool has the
highest strength followed by
Real.
UNIQUENESS Uniqueness Index 23.4 Somewhat unique.
FAVOURABILITY Importance of association Lowest Unimportant, though Amul
Kool finds average place.
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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48 BrandScan 2007
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“I consume them with breakfast.”
Associations Key Observations
Brands Number of
Respondents
%age of
total
Amul Kool 49 35.3
Pepsi 15 10.8
Coca Cola 14 10.1
Frooti 24 17.3
Limca 6 4.3
Real 58 41.7
STRENGTH
Appy Fizz 17 12.2
Real has the highest
strength followed by Amul
Kool. Others have low
strength.
UNIQUENESS Uniqueness Index 27.2 Somewhat unique.
FAVOURABILITY Importance of parameter 2nd Lowest Unimportant occasion, but
Amul finds decent place.
“While traveling, I have it.”
Associations Key Observations
Brands Number of
Respondents
%age of
total
Amul Kool 31 22.3
Pepsi 69 49.6
Coca Cola 83 59.7
Frooti 48 34.5
Limca 29 20.9
Real 49 35.3
STRENGTH
Appy Fizz 31 22.3
Coca Cola has a very high
strength, followed by Pepsi.
Real and Frooti also show
decent strength. Amul Kool
has a very low strength as
compared to others.
UNIQUENESS Uniqueness Index 13.4 Non-unique association.
FAVOURABILITY Importance of association Highest Very important, Amul Kool
needs to ponder.
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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49 BrandScan 2007
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“These brands, I have in parties.”
Associations Key Observations
Brands Number of
Respondents
%age of
total
Amul Kool 8 5.8
Pepsi 92 66.2
Coca Cola 110 79.1
Frooti 17 12.2
Limca 29 20.9
Real 25 18.0
STRENGTH
Appy Fizz 22 15.8
A very high strength for
Coca Cola and Pepsi, Coca
Cola being the highest.
Amul Kool has a negligible
strength as compared to the
formers.
UNIQUENESS Uniqueness Index 3.3 Negligible association
exists.
FAVOURABILITY Importance of association Highest Very important, Amul Kool
needs to ponder.
“With food, I can drink.”
Associations Key Observations
Brands Number of
Respondents
%age of
total
Amul Kool 41 29.5
Pepsi 58 41.7
Coca Cola 68 48.9
Frooti 48 34.5
Limca 22 15.8
Real 52 37.4
STRENGTH
Appy Fizz 36 25.9
Coca Cola and Pepsi have
the highest strength,
followed by Real and Frooti.
Amul Kool shows average
strength.
UNIQUENESS Uniqueness Index 18.4 Non-unique association.
FAVOURABILITY Importance of association 3rd Lowest Neither very important, nor
does Amul Kool differs.
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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“In between work , I have it.”
Associations Key Observations
Brands Number of
Respondents
%age of
total
Amul Kool 43 30.9
Pepsi 50 36.0
Coca Cola 61 43.9
Frooti 37 26.6
Limca 22 15.8
Real 52 37.4
STRENGTH
Appy Fizz 29 20.9
Coca Cola has the highest
strength, followed by Real
and Pepsi. Amul Kool
follows these.
UNIQUENESS Uniqueness Index 18.3 Non-unique association.
FAVOURABILITY Importance of association Average Average importance,
average performance.
“With snacks, I can have it.”
Associations Key Observations
Brands Number of
Respondents
%age of
total
Amul Kool 49 35.3
Pepsi 65 46.8
Coca Cola 76 54.7
Frooti 51 36.7
Limca 38 27.3
Real 59 42.4
STRENGTH
Appy Fizz 48 34.5
Coca Cola has the highest
strength, followed by Pepsi
and Real. Amul Kool
displays average strength.
UNIQUENESS Uniqueness Index 21.5 Somewhat unique.
FAVOURABILITY Importance of association 3rd Highest Average importance,
average performance. Table xv : Brand Association depicting Strength, Uniqueness, and Favourability
3.4.2 Projective Technique for Association
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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Unstructured, indirect form of questioning has been used to encourage respondents to
project their underlying motivations, beliefs, and attitudes for brand Amul Kool. Five
open ended questions were used covering Brand Meaning to customers, describing
typical user of Amul Kool, and Brand Personality.
3.4.2.1 Brand Association
The following table illustrates various associations put forth by the respondents
themselves and other cold beverages that they can recall under these associations.
Category
%age of
Respondents
Brands of cold beverages
(other than Amul Kool)
Other beverages not
included in survey
Milk 33.10 ----- Lassi, Bournvita, Horlicks
Healthy 17.24 Real, Tropicana, Nandini, Frooti Local fruits juice
Refreshing 7.59 Milk, Frooti, Real -----
Taste 5.52
Frooti, Appy Fizz, Coca Cola,
Real, Nandini -----
Alternative to soft
drinks 1.38 ----- -----
Appetizing 1.38 Real -----
Negative Opinion 1.38 ----- -----
Misc. 32.41 ----- ----- Table xvi : Brand Association through projective technique
As we can see in the above table, milk is the foremost association (33.1 per cent) that
comes into respondents’ conscious when they think about Amul Kool. This association
is shared by Lassi, Bournvita, and Horlicks with Amul Kool. Looking at the needs these
other drinks serve we can conclude that milk association is unique to Amul Kool.
Another significant association that comes out of this research is that it is perceived to be
a healthy drink (17.24 per cent). But the same is also associated with Real, Tropicana,
Nandini, and Frooti which are noncarbonated cold beverages.
Hence this association is not unique to Amul Kool and does not give any significant
advantage over its competitors. Two other associations that formed a decent part were
refreshing and taste (association shared with Frooti, Appy Fizz, Coca Cola, Real, and
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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Nandini) which constituted 7.59 per cent and 5.52 per cent respectively. The negative
opinion category included comments like poor branding and not so cool drink. Other
associations obtained are alternative to soft drinks and usage as an appetizer.
Miscellaneous category involved some comments which do not conclude anything
substantial.
3.4.2.2 Celebrity Association
When asked about celebrity that goes well with Amul Kool, the responses received were
as follows in the table below.
Category %age of Respondents
Sportsman 43.62
Actors – Glamour 26.60
Actors - Body Builders 14.89
Actors – Credibility 9.57
Politicians 5.32
Table xvii : Celebrity Association through projective technique
Please note here that the classification of actors into three sub-categories has subjectivity
attached to it. Glamour includes actors who have been popular for their style statements
and fashion oriented approach. Body builders include actors who have received fame for
their physique. And, credibility includes actors who are known for making calculated and
sensible statements in public
43.62 per cent of our respondents associate sport’s personalities (Sachin Tendulkar,
Virendra Sehwag, Sania Mirza, and Harbhajan Singh) with brand Amul Kool possibly
because most of them associate health with the brand. 26.6 per cent of them associate
the glamorous actors (John Abraham, Priety Zinta, Hrithik Roshan, and Shah Rukh
Khan) with the brand which goes against the perceived low association towards style in
our previous analyses. The body builders (Sunny Deol, Dara Singh, and Salman Khan)
form 14.89 per cent of the response which refers to those actors who are more popular
for their physique. Other categories include actors who are considered to add credibility
(Amitabh Bachchan, Anupam Kher, and Aamir Khan) to the products and politicians
(Lalu Prasad Yadav, and Narendra Modi).
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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3.4.2.3 Brand Meaning
The next table shows the response regarding the perception of Amul Kool as a brand. It
tries to decipher the brand image that is built in the consumers’ minds.
Category %age of Respondents
Healthy 22.46
Milk 20.29
Energetic 7.97
Tasty 4.35
Kool 3.62
Refreshing 2.90
Thirst Quencher 2.17
Misc. 42.03 Table xviii : Brand Meaning through projective technique
The brand image goes along with the brand association as we observe that even in the
table shown above, 22.46 per cent respond saying that Amul Kool is a healthy drink and
20.29 per cent recall milk as soon as they have to respond to the concept of Amul Kool.
A few others (7.97 per cent) refer to it as an energetic drink. Other variables obtained are
taste, Kool, refreshing, and thirst quencher. It is to be noted here that only 3.62 per cent
of the respondents recall the term ‘Kool’ when asked about the drink.
Key Observations (3.4.2):
a) Milk and health are highly associated with Amul Kool as obtained through
projective technique.
b) Sportspersons and actors of glamour world are highly associated celebrities.
c) The brand Amul Kool means healthy and milky to respondents.
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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3.5 BRAND PERSONALITY AND USER IMAGERY
3.5.1 Brand Personality
The following table indicates the brand personality of Amul Kool as perceived by the
respondents. It tells us about the opinion a respondent develops instantly when he
visualizes Amul Kool as a person.
Category %age of Respondents
Cool 16.67
Healthy 15.94
Energetic 6.52
Caring 5.07
Stylish 2.90
Unfashionable/Old 5.07
Misc. 51.45 Table xix : Brand Personality through projective technique
The views of the respondents are quite scattered, not pertaining to one of the categories
in a big way. 16.67 per cent of the respondents feel that Amul Kool would be a cool
person, where as 15.94 per cent think of it as a healthy human. The other observations
are energetic, caring, stylish, unfashionable, old, and some other miscellaneous responses.
Key Observation (3.4.3):
a) Cool and healthy are the brand personalities associated with Amul Kool.
3.5.2 User Imagery
User Imagery of a brand represents the most popular image of the users in the mind of
customers. Ratings have been used to find out image of Amul Kool users on different
attributes pairs through questionnaires.
The method adopted to find the users’ image is third person projection. In the
questionnaires respondents were asked to rate a user of Amul Kool on 9 pairs of
parameters. The reason behind using a third person as a user is to avoid any response
baseness’. In our questionnaires respondents were given 7 point scale (point 4 as neutral).
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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They were given 9 parameters viz. Male – Female, Young – Old, Introvert – Extrovert,
Oblivious – Caring, Fashionable – Unfashionable, Poor – Rich, Rural – Urban, Health
conscious – Junk Foodie, Uneducated – Educated.
Figure ix : User Imagery for Amul Kool
Key Observations (3.4.4):
a) Respondents do not differentiate Amul Kool users on pairs Male – Female,
Introvert – Extrovert, Fashionable – Unfashionable, Poor – Rich, Urban –
Rural.
b) Respondents differentiate Amul Kool users on pair Health Conscious – Junk
Foodie by rated them 2.6 (average) which is towards Health Conscious end.
c) On pair Young – Old they have rated Amul Kool users on an average 3.3 which
is slightly towards Young end of the scale.
d) On the same scale their responses are slightly towards Educated and Caring
nature of the Amul Kool users.
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User
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4 CONCLUSIONS AND
RECOMMENDATIONS
4.1 CONCLUSIONS ...................................................................................57
4.2 RECOMMENDATIONS .........................................................................58
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4.1 CONCLUSIONS
RESEARCH OJECTIVE 1: To measure Brand Awareness and Category Recall
Respondents are aware of the brand Amul Kool, however they do not closely associate it
with the cold beverages category which is dominated by Pepsi and Coca Cola. Though, it
shows a closer association relative to fruit juices, the brand recognition of Amul Kool is
the lowest among the studied brands. This implies that Amul Kool does not figure in the
consideration set of the majority of the consumers.
RESEARCH OBJECTIVE 2: To Identify the Benefits and Purchase Drivers of
Cold Beverages
a) Taste and thirst quenching ability are the most sought after functional benefits in
cold beverage. The other two benefits are health and energy.
b) Brand and relaxation are the most important experiential purchase drivers. The
others include habitual drinking, drinking for rejuvenation, socialization, and style.
c) Most important occasion based drivers in cold beverages are parties and travelling.
These are followed by usage as snacks supplement, in between work, along with the
meals, with breakfast, and as an alternative to food.
RESEARCH OBJECTIVE 3: To map the Brands on Benefits and Purchase
Drivers
a) Amul Kool shows a wide gap in satisfying the consumers’ thirst quenching need
which is one of the most important functional benefits. Taste need is also not
satisfactorily met.
b) Relaxation need, considered to be an important purchase driver, is not satisfactorily
met by Amul Kool. It is perceived as an average satisfier. It is also perceived that the
consumption of Amul Kool is less frequent.
c) Amul Kool is not at all perceived to be a party drink, which is one of the most
preferred occasions for cold beverage consumption. Travelling is another important
occasion but again Amul Kool is consumed merely.
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RESEARCH OBJECTIVE 4: To study Brand Association of Amul Kool
a) Amul Kool is strongly and uniquely associated with health and milk though weakly
associated with thirst quenching. Taste, an important functional benefit, is strongly
associated with Frooti.
b) Association of Amul Kool with relaxation and rejuvenation is somewhat near strong.
Brand Name as a purchase driver is not highly rated for any brand.
c) Amul Kool is weakly associated with occasions based drivers in cold beverages like
parties and travelling.
d) Sportspersons are the prominent celebrities associated with Amul Kool.
RESEARCH OBJECTIVE 5: Brand Personality and User Imagery
a) Amul Kool is being perceived by the consumers as a cool and healthy individual.
b) Amul Kool as a personality is perceived as health-conscious and educated. Only these
two characteristics have been identified with consensus by the consumers.
4.2 RECOMMENDATIONS
1. Projecting Amul Kool as a substitute to the carbonated drinks and fruit juices
would be an apt move.
Reason: The recognition of Amul Kool in cold beverages category is observed to
be lower than the carbonated drinks and fruit juices. While buying cold
beverages, consumers display routine response/programmed behaviour which
results in automatic purchase based on little search and decision effort. Hence,
we see a need of making customers associate Amul Kool with this category by
projecting it as a substitute to the other drinks of this category.
2. Amul Kool needs to satisfy the thirst quenching benefit sought by the
consumers, which might be done by re-looking at the contents and volume of the
drink.
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Reason: Thirst quenching is one of the prominent areas considered indispensable
by respondents, and competitors like carbonated drinks have been already
making use of this opportunity and rate highly on thirst quenching ability.
3. Another focus area can be promoting it as a drink for relaxation.
Reason: Amul Kool has been perceived as a ‘health’ and an ‘energy’ drink, which
are not preferred purchase drivers. Although the association of Amul Kool with
relaxation is somewhat near strong, when compared with the other brands in the
category, it has been rated comparatively lower. Relaxation being a very
significant purchase driver should be a focus area for Amul Kool.
4. Travelling is an occasion that can be exploited for the purchase of Amul Kool.
Reason: Travelling has emerged as the most important occasion for purchase of
cold beverages. Amul Kool, perceived as a hunger-satisfying drink, can exploit
this area by making use of this quality and projecting Amul Kool as a healthy
travel partner.
5. Amul Kool can be developed as a regular drink by generating more occasions for
its consumption.
Reason: Amul Kool is not perceived to be used frequently by the respondents at
present. This might be due to less number of occasions being associated with its
consumption, except for being used along with breakfast.
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5 ANNEXURE
ANNEXURE A: NEEDS IDENTIFIED.............................................................................61
ANNEXURE B: EXPLORATORY QUESTIONNAIRE .......................................................63
ANNEXURE C: FACTOR ANALYSIS............................................................................66
ANNEXURE D: GAMES DESCRIPTION........................................................................67
ANNEXURE E: CONCLUSIVE RESEARCH QUESTIONNAIRE.........................................73
ANNEXURE F: TABLE FOR PERCEPTUAL MAPS..........................................................78
ANNEXURE G: UNIQUENESS INDEX ..........................................................................81
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ANNEXURE A: NEEDS IDENTIFIED
Through FGD’s and Interviews, following needs have been identified:
Functional Benefits
i. Taste ii. Thirst quenching iii. Energy iv. Aids digestion v. Rejuvenating vi. Hunger satisfaction vii. Health viii. Nutrition ix. Substitute of hard drink x. Because they are pure/clear/transparent xi. Many times they are more hygienic than water available outside xii. Easy to carry xiii. To have some cool xiv. When need something extremely chilled xv. Increases taste of food
Experiential Purchase Drivers
i. Relaxation ii. Style iii. To look modern iv. To cheer v. Advertisement vi. They are big brand name vii. Celebrity viii. Because it is youth’s drink ix. You have got addiction of this x. It gives pleasure after drinking xi. It gives you joy xii. To influence my friends xiii. Because I trust the brand xiv. Because they are cool xv. They are fun to drink xvi. Time pass xvii. No other option of drink xviii. Status symbol xix. The way it feels in mouth xx. Brad's Drink xxi. It's a Great American Custom xxii. To look as a sociable xxiii. Its adventurers’ drink
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xxiv. They are for sports person xxv. To enjoy life
Occasion Driven Purchase Drivers
i. With breakfast ii. In the interval in office hours/classes iii. With fast food like Pizza, Burger iv. In parties v. To celebrate birthday/anniversary vi. When you don’t have time to have food vii. In traveling viii. In summers ix. Easy availability x. When don’t get packaged water out side home xi. Because my friends drinks xii. Watching cricket match xiii. Drinking soft drink is must at my work place xiv. For serving to guest
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ANNEXURE B: EXPLORATORY QUESTIONNAIRE
Dear Respondent,
We are students of T A Pai Management Institute, conducting a research on
health drinks. Please cooperate with us by filling up this questionnaire.
1. List the health drinks you are aware of (please write in space provided)
1. 2. 3.
4. 5. 6.
7. 8. 9.
2. Please rate the following parameters on a scale of 1 to 5 according to the importance
you attach while consuming a drink. (5 being very important, 1 being not important)
Parameters 1 2 3 4 5
Taste
Thirst quenching
Energy
Helping in digestion
Hunger satisfaction
Health
Hygienic
Chilled
3. Please rate the following parameters on a scale of 1 to 5 in terms of importance of
satisfaction expected from a drink. (5 being highly important, 1 being not important)
Parameters 1 2 3 4 5
Relaxation
Style
Modern look
Attachment towards advertisement
Strong brand name
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Attachment towards celebrity
Youthful
Addiction
Pleasure
Trust on brand
Time pass
Status symbol
Rejuvenation
Socialization
4. Please rate the following occasions on a scale of 1 to 5 indicating when you would
like to consume a drink. (5 being highly favourable, 1 being unfavcourable)
Parameters 1 2 3 4 5
With breakfast
During breaks in office/classes
While having food
In parties
As an alternative to food
While travelling
During hot season
While watching any sport/movie
For serving guests
When no other option is available
5. When discussing a consumer of milk based product, can you say about the following
facts: (tick on applicable below)
a. Age b. Gender
d. Education d. Profession
e. Health Concisions f. Extrovert
g. Sporty h. Location of residential
place
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h. Any thing else you can say __________________________
i. Any thing else you can say __________________________
j. Any thing else you can say __________________________
Name____________________________ Age______ Contact
No.___________________
Thank you for your cooperation!
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ANNEXURE C: FACTOR ANALYSIS
Functional Benefits
Factor1 Factor2 Factor3 Factor4
Taste Energy Health Thirst Quenching
Taste Energy Health Thirst Quenching
Helping in digestion Chilled
Hygienic Hot season
Experiential Purchase Drivers
Factor1 Factor2 Factor3 Factor4 Factor5 Factor6
Rejuvenation Relaxation Style Brand Addiction Socialization
Rejuvenation Relaxation Style Strong brand name
Addiction Socialization
Pleasure Modern Look
Attachment towards Ad
Time pass Youthful Attachment towards Celebrity
Status symbol
Trust on brand
Occasion-driven Purchase Drivers
Factor1 Factor2 Factor3 Factor4 Factor5 Factor6 Factor7 Alternative to food
With breakfast
In between works
Along with meals
In parties
While travelling
While snacks
Alternative to meals
With breakfast
In between works
While having food
In parties While travelling
While having snacks
Hunger Satisfaction
Watching TV
When no option is available
Serving guests
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ANNEXURE D: GAMES DESCRIPTION
As per the objectives given to us by management, games were designed in order to bring
out required responses from target group of 16 to 30 years. Details of the objectives and
various games designed are mentioned below:
Stall Theme
Theme for Amul Stall was “Platform-Udupi Junction”. Interiors were decorated in a way
to give stall a look of platform. The games were set on tables looking like “carts” .
Theme was selected to attract required target segment.
STALL PHOTOS
5.1.1 GAME 1: MIA’S WARDROBE
Objective
To obtain user imagery of users of Amul Kool, The game focuses on extracting how
people view the users of Amul Kool.
Description
The game was adjudged as one of the best games of Brandscan 2007. Players were
provided a mannequin and collection of different faces (age group and gender), various
clothes (upper and lower attire). Players were asked to pick a card containing names of
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various drinks. With a chosen card, they were asked to dress the mannequin by what they
think of users of brand look like. Various options they had had:
Faces: 1. Male Child 2. Female Child 3. Young Male Fashion 4. Young Female Fashion
5. Middle Age Man 6. Middle Age Woman 7. Old Age Man 8. Old Age Woman
Tops: 1. Child Top (Male) 2. Child Top (Female) 3. Female V-Cut Kurta 4. Female
Kurta With Buttons 5. Young Male Designer Shirt 6. Female Sporty Kurta 7. Male
Sporty T-Shirt
8. Female U-Collar Kurta 9. Plain Shirt 10. Office going Man Formal Shirt 11. Young
Female Fashionable Gown 12. Saree 13. Kurta (For Salwaar) 14. Male Simple Kurta
Lowers: 1. Children's Pants 2. Lower Frock 3. Girl Pant 4. Jeans 5. Formal Skirt 6.
Formal Pant 7. Sporty Man's Pant 8. Female Salwaar 9. Pajaama
Most of the cards had Amul Kool written on them also as the clothes needed to be
pinned up on the mannequin, time limit give was one minute.
GAME PHOTO
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5.1.2 GAME 2: COLD DRINKS HERE
Objective
To obtain top of the mind recall for association of various drinks on various parameters
Description:
Players were blind folded and were asked to pick a “card board can” from a cartons
which had cans of Amul kool, Pepsi, Coca cola and various other drinks. Then they were
asked to guess the name of brand of drink. Since all the cans in cartoon were of same
size and shape the answer given by the player was his/her top of the mind recall of the
cold beverage. He was then asked to guess the name of the drink after being told about
the parameters (these are association of cold beverages which are collected from
exploratory research) as a hint to guess the name of drink. The brand suggested by player
was his associations of the brand with that parameter.
GAME PHOTO
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5.1.3 GAME 3: THE RED CARPET
Objective
The game was designed in order to capture the Need gap for five drinks
Description
A zigzag road is made which has three turns, on the completion of each turn, the player
is given seventy five rupees and given a need (e.g. at point 1 he is told you have come all
the way on a hot summer afternoon and you are very thirsty, at turn two he is told that
he is in front of girls hostel from where he has to pick his girlfriend and go for a party
and so needs to be seen as a stylish person. The third and the final destination is a party
venue where he has to buy a drink) and asked to buy 5, 4,3,2,1 units of each of the five
drinks that is available. The game rates the five drinks on a scale of five these five drinks.
To bring the interest flavor for the player, he was blindfolded and each time he moved
out of the zigzag road 5 rupees (out of 50 given initially, not included in 75 given at each
stage) was taken away. This game was highly appreciated by the target segment and a
long queue was always present to play this game.
GAME PHOTO
5.1.4 GAME 4: SPIN THE WHEEL
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Objective
The objective of the game was to bring out the favored variants by the consumer of milk.
Description
The flavors included on the wheel were elaichi, chocolate, mango, rose and kesar. The
player was asked to rank his preference among the above mentioned variant. The person
gets ten points if the pointer points towards his first preference, eight of second and so
on. The ranking of the flavors currently provided were captured by the game.
GAME PHOTO
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GAME 5: PLATFORM POKER
Objective
This game brings out the association of Amul Kool with various personality, events etc
Description
The game used playing cards to bring out the same. The member who conducted the
game had five cards of different drinks in his hand and on the table 15 different cards are
placed, these cards have different personalities, events, sports etc pasted on them. For
each card the person who is conducting the game throws a card has to be chosen from
the table, the players were occasionally asked to explain the reason for choosing the card
later.
GAME PHOTO
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ANNEXURE E: CONCLUSIVE RESEARCH
QUESTIONNAIRE
Dear Respondent,
We are students of T A Pai Management Institute and conducting a survey on cold
beverages. We require your valuable opinion. We assure that the data furnished by you
will remain confidential.
1. Please give the first name which comes to your mind when you think of cold beverages:
______________________________
2. Please mention brands of cold beverages which you are aware of:
a.__________________ b.__________________ c.__________________
d.__________________ e.__________________ f.__________________
g.__________________ h.__________________ i.__________________
3. Please rank the following parameters according to the importance you attach to them
while purchasing a cold beverage (1 being the most important, 4 being least important)
Parameter Level of Importance
Taste
Energy
Health
Thirst Quenching
4. Please rank the following parameters according to the importance you attach to them
while purchasing a cold beverage. (1 being the most important, 6 being least important)
Parameter Level of Importance
Brand
Style
Rejuvenation
Relaxation
Socialization
Habitual
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5. Please rate the following occasions on a scale of 1-10 depending on how often you
consume cold beverages on these occasions. (10 being always, 1 being never)
Occasions Level of Importance
Alternative to food
With breakfast
While Travelling
In Parties
Along with meals
In Between Work
Snacks Supplement
6. Which of these chilled beverages brands are you aware of?
Amul Kool [ ] Pepsi [ ] Coca Cola [ ] Frooti [ ] Limca [ ] Appy Fizz [ ] Real [ ] Tropicana [ ] Nandini [ ] Thumbs Up [ ] Maaza [ ] Mountain Dew [ ]
7. Please rate the following brands on the following parameters on a scale of 1 to 10
with respect to the satisfaction on the following parameters. (10 represent complete
satisfaction)
Parameter Amul
Kool
Pepsi Coca
Cola
Frooti Limca Real Appy
Fizz
Taste
Energy
Health
Thirst
Quenching
8. Please rate the following brands on the following parameters on a scale of 1 to 10
with respect to the satisfaction. (10 represent complete satisfaction)
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Parameter Amul
Kool
Pepsi Coca
Cola
Frooti Limca Real Appy
Fizz
Brand
Style
Rejuvenation
Relaxation
Socialization
Habitual
9. Please rate the following brands on the following parameters on a scale of 1 to 10 with
respect to the satisfaction. (10: complete satisfaction, 1: extreme dissatisfaction)
Parameter Amul
Kool
Pepsi Coca
Cola
Frooti Limca Real Appy
Fizz
Alternative to food
Breakfast
Supplement
Travelling Partner
In Parties
Complementary to
Dinner/Lunch
In between work
Snacks Partner
10. Please select (√) the appropriate brands. (You can select more than one brand.)
Statements Amul
Kool Pepsi
Coca
Cola Frooti Limca Real Appy Fizz
I think following drinks
are tasty
These drinks give me
energy
I become healthy after
drinking
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These brands quench
my thirst
These brands add to my
style
They rejuvenate me
These brands help in
socialization
I can relax while
drinking
I am habitual of brand
These brands, I have as
an alternative to my
food
I consume them with
breakfast
While Travelling, I have
These brands I have in
parties
With food, I can drink
In between work , I
have
With Snacks, I can have
11. When you think of Amul Kool, what comes to mind? ________________________
12. Does the above mentioned word by you, remind you of some other brand/product
also? (If yes, then mention the name below). _________________________________
13. According to you, which celebrity’s personality goes with the brand Amul Kool?
__________________________________________
14. What does Amul Kool mean to you? _____________________________________
15. If Amul Kool were a person, what would its personality be like? ________________
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16. If some one uses Amul Kool, how and who would one be? (Tick one number (√)
corresponding to each parameter)
Parameter 1 2 3 (Can’t
say)
4
5 6 7 Parameter
Male Female
Young Old
Introvert Extrovert
Oblivious Caring
Fashionable Unfashionable
Poor Rich
Rural Urban
Health-
conscious
Junk Foodie
Uneducated Educated
Basic Details:
Name:___________________________________ Contact:
No.______________________________
Age:___________ Gender:_____________
Educational Qualification:
□ Senior Secondary □ Higher Secondary □ Graduate □ Post
Graduate
Family Income (Rs. per month):
□ Less than 5,000 □ 5,000 – 15,000 □ 15,000 – 25,000 □
Above 25,000
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ANNEXURE F: TABLE FOR PERCEPTUAL MAPS
Functional based Benefits
Wilks' Lambda Test of Function(s) Wilks' Lambda Chi-square df Sig. 1 through 4 0.57 367.83 24.00 0.00 2 through 4 0.96 23.83 15.00 0.07 3 through 4 0.99 5.86 8.00 0.66
4 1.00 0.33 3.00 0.95
Standardized Canonical Discriminant Function Coefficients Function 1 2 3 4 Taste -0.19 1.32 -0.37 -0.22 Energy -0.27 -0.46 -0.50 1.43 Health 1.28 0.12 0.38 -0.58 Thirst Quenching -0.40 -0.33 1.19 0.03
Functions at Group Centroids Cold Beverage Function 1 2 3 4 Amul Kool 1.11 0.00 -0.08 -0.01 Pepsi -0.92 0.06 0.00 0.02 Coca Cola -0.99 0.06 0.04 -0.02 Frooti 0.22 0.31 -0.04 0.00 Limca -0.56 -0.31 -0.03 -0.03 Real 0.93 -0.04 0.23 0.01 Appy Fizz 0.21 -0.17 -0.06 0.04 Unstandardized canonical discriminant functions evaluated at group means
Experiential or Emotional Benefits
Wilks' Lambda Test of Function(s) Wilks' Lambda Chi-square df Sig. 1 through 6 0.84 110.82 36.00 0.00 2 through 6 0.96 24.97 25.00 0.46 3 through 6 0.98 12.07 16.00 0.74 4 through 6 1.00 2.01 9.00 0.99 5 through 6 1.00 0.40 4.00 0.98
6 1.00 0.00 1.00 0.96
Standardized Canonical Discriminant Function Coefficients Function
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1 2 3 4 5 6 Brand -0.23 1.39 -0.90 0.18 -0.71 -0.10 Style 0.77 -0.85 -0.21 0.72 1.24 0.55 Rejuvenation -0.42 -0.11 0.90 0.30 -1.10 0.98 Relaxation -0.67 0.28 0.42 -0.40 1.43 -0.71 Social 0.85 0.12 0.13 -1.21 -0.44 0.15 Habitual 0.29 -0.06 0.32 0.77 -0.27 -0.82
Functions at Group Centroids Cold Beverage Function 1 2 3 4 5 6 Amul Kool -0.52 0.08 -0.14 0.01 0.01 0.00 Pepsi 0.46 0.07 -0.03 -0.02 -0.01 0.00 Coca Cola 0.48 0.07 -0.08 0.03 0.00 0.00 Frooti -0.22 0.07 0.14 -0.11 -0.01 0.00 Limca -0.19 -0.27 -0.07 0.01 -0.05 0.00 Real -0.20 0.09 0.26 0.09 -0.01 0.00 Appy Fizz 0.14 -0.27 0.07 -0.01 0.05 0.00 Unstandardized canonical discriminant functions evaluated at group means
Occasion-driven Reasons for Consumption
Wilks' Lambda Test of Function(s) Wilks' Lambda Chi-square df Sig. 1 through 6 0.62 275.68 42.00 0.00 2 through 6 0.93 38.56 30.00 0.14 3 through 6 0.98 13.60 20.00 0.85 4 through 6 0.99 6.17 12.00 0.91 5 through 6 1.00 1.11 6.00 0.98
6 1.00 0.26 2.00 0.88
Standardized Canonical Discriminant Function Coefficients
Function
1 2 3 4 5 6
Alternative to food -0.05 0.00 -0.31 -0.08 -0.14 0.18
Breakfast Supplement -0.13 0.30 0.33 -0.06 -0.05 -0.13
Travelling Partner -0.05 0.20 -0.38 0.17 -0.03 -0.16
In Parties 0.37 0.16 0.18 -0.25 -0.07 0.05
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Complementary to Dinner/Lunch 0.07 -0.08 0.17 0.37 -0.14 0.15
In between work -0.05 -0.01 -0.01 -0.08 0.48 0.20
Snacks Partner 0.02 -0.08 0.01 0.16 0.01 -0.28
(Constant) -1.23 -2.55 0.41 -1.32 -0.59 0.28
Functions at Group Centroids Cold Beverage Function 1 2 3 4 5 6 Amul Kool -1.07 -0.17 0.08 0.04 0.00 0.00 Pepsi 0.80 -0.05 0.10 0.02 -0.02 0.03 Coca Cola 0.79 -0.02 -0.01 0.10 0.01 -0.03 Frooti -0.30 0.07 -0.25 0.07 0.03 0.02 Limca 0.31 -0.17 0.01 -0.22 0.07 0.00 Real -0.39 0.56 0.09 -0.04 0.00 0.00 Appy Fizz -0.01 -0.05 -0.13 -0.12 -0.08 -0.01 Unstandardized canonical discriminant functions evaluated at group means
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ANNEXURE G: UNIQUENESS INDEX
Scale used for Uniqueness Index
Meaning Index Score
Shared Association 0-10
Non-Unique Association 11-20
Somewhat unique Association 21-30
Unique Association 31-40
Very Unique Association 41-50
Uniqueness Index for Amul Kool
Uniqueness
Amul
Only
Amul
With
1
Other
Amul
With
2
Other
Amul
With
3
Other
Amul
With
4
Other
Amul
With
5
Other
Amul
With
6
Other
Uniqueness
Index
Weightage 0.7 0.6 0.5 0.4 0.3 0.2 0.1
I think following
drinks are tasty 3 10 30 19 16 3 4 36.5
These drinks give me
energy 6 23 34 16 3 0 1 42.4
I become healthy
after drinking 15 33 26 4 0 0 0 44.9
These brands quench
my thirst 1 4 8 8 4 2 6 12.5
These brands add to
my style 2 4 2 0 2 0 4 5.8
They rejuvenate me 4 16 16 7 6 0 3 25.3
These brands help in
socialization 2 4 5 2 1 0 2 7.6
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I can relax while
drinking 3 11 13 12 4 1 7 22.1
This is an habitual 1 2 0 2 0 0 1 2.8
These brands, I have
as an alternative to
my food 10 20 7 2 0 0 1 23.4
I consume them with
breakfast 9 25 6 6 1 0 2 27.2
While Traveling, I
have 3 4 9 6 5 1 3 13.4
These brands I have
in parties 1 1 1 3 0 1 1 3.3
With food, I can
drink 3 14 8 6 1 3 6 18.4
In between work , I
have 4 8 9 10 3 4 5 18.3
With Snacks, I can
have 6 10 11 10 3 0 9 21.5
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6 TEAM AMUL
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Project Leader
Mr. Harish Gehlot
Leader Support Group
1. Ms. Nidhi Lakhotia
2. Mr. Peeyush Agarwal
3. Ms. Rajani Khetan
4. Mr. Vaibhav Srivastava
PGP-II Team Members
1. Mr. Gaurav Pathania
2. Mr. Jai Krishan Kedia
3. Mr. Nitin Sureka
4. Mr. Rishabh Gupta
PGP-I Team Members
1. Mr. Abhishek Kumar
2. Ms. Nimkee Gupta
3. Mr. Pawandeep
4. Mr. Puneet Kapoor
5. Mr. Rajaram Pai T
6. Mr. Rajkumar Solanki
7. Ms. Ruchika Saraf
8. Mr. Vinayaka R Nayak