Amul Kool

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PROJECT REPORT

AMUL
Need Gap Analysis of Cold Beverag es Consumers, Association Study of Brand Amul Kool & User Imag er y of Amul Kool Project Leader: Mr. Harish Gehlot

T. A. Pai Management Institute, Manipal-576104, Karnataka Tel No: 0820 - 2572488 brandscan@mail.tapmi.org

Need Gap Analysis of Cold Beverages Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool

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

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BrandScan 2007 T. A. Pai Management Institute, Manipal

Need Gap Analysis of Cold Beverages Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool

E X E C U T I V E S U M M A RY
Data Objective Top of the Mind Recall
* (numbers in parenthesises are the percentage of responses representing the first recalled brand name in the category)

Key Findings and Observations 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. Pepsi (93), Coca Cola (96), Thums Up (47), Maaza (33), Amul Kool (24), Appy Fizz (22); Observation: People know about the brand – Amul Kool. 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. 1. Taste 3. Health 1. Brand 3. Habitual 5. Socialization 1. Travelling 3. Snacks Supplement 5. Along with meals 7. Alternative to food 2. Thirst Quenching 4. Energy 2. Relaxation 4. Rejuvenation 6. Style 2. Parties 4. In-between work 6. With Breakfast

Research Objective : To measure the Brand Awareness and Category Recall of Amul Kool

Unaided Recall
* (numbers in parenthesises are the percentage of people who could recall the particular brand without any aid)

Aided Recall
* (numbers in parenthesises are the percentage of people who could recognise the particular brand when names were mentioned)

Research Objective : To identify the Benefits and Purchase Drivers of Cold Beverages Ranking of Functional Benefits Ranking of Purchase Drivers – Experiential Ranking of Purchase Drivers – Occasion-driven

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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BrandScan 2007 T. A. Pai Management Institute, Manipal

Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool Rating of Amul Kool and competitors on Experiential Purchase Drivers 1. Brand: Amul...
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