Kandhari Beverages Pvt. Ltd-Authorized Bottler of the Coca Cola Company

Post-launch survey of Minute Maid Nimbu Fresh

Presented by :Gurpreet Athwal

A1403109008MBA A & FB

Amity Institute of Organic Agriculture

Introduction to the CompanyKandhari Beverages Pvt. Ltd.(a franchisee of Coca Cola Company)

• The Company is engaged in the business of manufacturing, marketing and distribution of aerated water under franchise agreement with the Coca-Cola Company, USA

• Two mega bottling plants for filling soft drinks located at Village Nabipur, District Fatehgarh Sahib (Punjab) and Village Katha, Baddi, District Solan (HP)

• Present gross turnover of the company is approx Rs. 350.00 Crores

Introduction to the ProjectTitle: Post-launch survey of Minute Maid Nimbu FreshDuration: 2months (3rd May- 30th June)Description: To undertake post-launch survey, promotion and marketing of

the newly launched product, Minute Maid Nimbu Fresh. The study mainly focused upon gathering consumer feedback regarding the product and suggesting alternate promotional and marketing strategies

PROJECT PROFILE• OBJECTIVE 1: To gather customer feedback on Minute Maid Nimbu FreshRESEARCH METHODOLOGY

• OBJECTIVE 2: To undertake promotion of Minute Maid FreshRESEARCH METHOLOGY

• OBJECTIVE 3: To undertake marketing of Minute Maid Nimbu FreshRESEARCH METHODOLOGY

Collection of primary data.

Analysis of data;Enlisting observations

Recommendations and Suggestions

Setting up of stall Consumer awareness Recommendations and Suggestions

Target potential segment Record observations Recommendations and Suggestions

ANALYSISOut of total 130 consumers, 55 consumers or 42.30% of sample population is health conscious i.e. they prefer juices and juice drinks over carbonated beverages

OBJECTIVE 1- Observations and Analysis

Total number of consumers- 130

11-20 yrs

21-30 yrs

31-40 yrs

41-50 yrs

51-60 yrs

0

5

10

15

20

25

4

18

14

7

12

2324

18

8

2

HEALTH CONSCIOUS CONSUMERS

HEALTH CONSCIOUS CONSUMERS

CONSUMERS WHO ARE NOT HEALTH CONSCIOUS

ANALYSISThis survey shows lack of awareness amongst consumers regarding juice drinks

02468

1012141618

174 9 0

IMPLICATION OF TERM 'JUICE DRINK'

NO. OF RESPONDENTS

ANALYSISMaximum demand for MMNF lies in the range of 21-30 years, closely followed by the age group of 31-40 years

11-20 yrs 21-30 yrs 31-40 yrs 41-50 yrs 51-60 yrs0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

11 2115 7 3

11

9 12

3

3

4

83

2

1

2

11 9

5

2

8 7

6

1

NIMBOOZMMNFSLICEMAAZAFROOTI

19

11

NUMBER OF CONSUMERS WHO PURCHASE JUICES ON A MONTHLY

BASIS

YES

NO

ANALYSISFor 19 consumers out of 30, juices and juice drinks are a part of monthly purchased ration.The remaining 11 consumers purchase juices and juice drinks occasionally

ANALYSISOut of the 30 consumers surveyed, 13 believe that the best occasion to buy a juice drink is whenever they are thirsty.8 consumers believe that the best occasion to buy a juice drink is after a workout

8

54

13

BEST OCCASION TO BUY JUICE DRINK

AFTER A WORKOUT

WITH A MEAL

WHEN YOU SKIP A MEAL

ANYTIME WHEN THIRSTY

24

6

PREFER TO BUY READY-MADE NIMBU PAANI

BUY READY-MADE NIMBU PAANI

BUT HOME-MADE NIMBU PAANI

ANALYSIS•The above information shows that 80% of the consumers prefer to buy ready-made nimbu paani.•This shows scope of Minute Maid Nimbu Fresh in the market

11-20 yrs

21-30 yrs

31-40 yrs

41-50 yrs

51-60 yrs

0

5

10

15

20

25

30

35

20

35

25

89

7 7 7 75

CONSUMERS WHO HAVE TRIED MMNF

CONSUMERS WHO HAVE TRIED MMNF

CONSUMERS WHO HAVE NOT TRIED MMNF

ANALYSISOut of total 130 consumers surveyed, only 67 consumers i.e.51.53% have tried Minute Maid Nimbu Fresh- a MAJOR cause of concern

11-20 yrs

21-30 yrs

31-40 yrs

41-50 yrs

51-60 yrs

0

5

10

15

20

25

30

35

40

24

36

28

15 14

36

4

0 0

CONSUMERS WHO LIKED THE TASTE OF MMNF

CONSUMERS WHO DID NOT LIKE THE TASTE OF MMNF

CONSUMERS WHO LIKED MMNF

ANALYSIS•Out of total 130 consumers, 117 consumers i.e.90% consumers liked the taste of Minute Maid Nimbu Fresh.•Only 13 consumers i.e. 10% consumers did not like the taste of MMNF

Recommendation used by the company: Set up stall in Big Bazaar, Zirakpur to promote MMNF

OBJECTIVE 2- Observations and Analysis

With the help of personal interaction, information was gathered regarding variation in the taste in comparison to Nimbooz

Being the pioneer in the lemon juice drink segment, 7UP Nimbooz was considered as a benchmark for quality, taste, appearance etc

Consumers were curious to try and discover a new version of lemonade which is different from competitors

Most of the consumers who tried the product agreed that it matches up to its tagline ‘bilkul ghar jaisa’

In some areas of Mohali, Nimbooz is given more preference than MMNF due to the following reasons-• Absence of coca cola refrigerators• Low consumer demand• Low margins for shopkeepers• No schemes

Recommendation used by the company: To explore the potential of chemist market

OBJECTIVE 3- Observations and Analysis

Area surveyed: ChandigarhTarget segment: Chemist shops

Number of shops covered: 34 (10 sectors)

Lack of space in shops for placing visicoolers

Lack of awareness amongst consumers as well as shopkeepers in considering MMNF as a health drink

Most of the shops covered are near confectionery shops, so people prefer to buy juice drinks from those shops

RECOMMENDATIONS1. The population ranging in the age group of 20-40 years is set as target group. The various strategies that could be

adopted are enlisted below: IN COLLEGES• Poster-making competitions• Organize competitions like lemon-on-spoon race• Slogan-writing competitions• Organize road shows

AT WORK PLACES• Play quiz based on general knowledge• Providing MMNF samples during lunch and then taking orders for the same• Providing a gift like a pen set or note pad on purchase of 2 bottles of MMNF

FOR HOUSEWIVES• Organizing cooking competitions for preparation of lemon cocktails and beverages• Promotional schemes like buy one kg lemon and get a bottle of MMNF 2. To set up a MMNF personalized vehicle or small stalls3. Shift focus on untapped market segment- fresh juice bars4. To introduce bill-buster schemes for grocery shops-• On every purchase of grocery worth Rs 500, get a multi-serve pack of MMNF free• In order to introduce MMNF in households, a bottle of MMNF could be given free along with every purchase of

5kg atta/basmati rice• On purchase of monthly ration worth Rs 2500, get MMNF discount coupons worth Rs 90

5. Coca Cola visicoolers should be covered with transparent MMNF stickers6. It should be ensured that the topmost shelf of visicoolers is occupied by MMNF7. Internet search engines like Google, Yahoo and social networking sites like Orkut

could be used for promotion8. Nimbu Fresh could be made available at traffic signals9. Make MMNF available at fresh juice vendors10.Make a collage from Nimbu Fresh labels and post it to the postal address of the

company.11. Other promotional activities and schemes-• Introduce a newspaper advertisement in which Rs 3 would be given off when the

newspaper cutting would be shown to the shopkeeper• Collect 5 caps of Nimbu Fresh and get Rs 5 off on the next purchase of a bottle of

Nimbu Fresh• Print picture(s) of lemon, maximum 5, under the cap or on the back side of the

label or on a scratch card. The number of lemons revealed would be equal to the price deducted from the MRP

Enhanced Communication

skills

Hands-on experience of working in a big company

Out of comfort zone, into marketing

LEARNINGS

Exposure to corporate

presentations

Overall Personality

development

DISPLAY OF MMNF

Thank you