Scribd Logo
Upload

Welcome to Scribd!

  • 34 views

    SM E-5 One Up Market Research - AK

    Uploaded by

    tanima
    - One Up has 8.7% market share in the Rs. 7,000 crore malted milk category dominated by multinational brands. It offers natural/regular and chocolate flavors which each have equal sales. - Meenakshi wants to develop a new flavor targeting adults and conduct unbiased product testing. She recommends blind taste tests of multiple variants with panels preparing and consuming at home and in a hall. Tests would be in key cities over 2-3 weeks with 50-75 people in each demographic group. - Meenakshi also wants to understand adult perceptions of nutrition, milk additives, and consumption habits. She recommends qualitative discussions in key regions with adults of different incomes over 2 weeks to

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd

    SM E-5 One Up Market Research - AK

    Uploaded by

    tanima
    34 views3 pages
    - One Up has 8.7% market share in the Rs. 7,000 crore malted milk category dominated by multinational brands. It offers natural/regular and chocolate flavors which each have equal sales. - Meenakshi wants to develop a new flavor targeting adults and conduct unbiased product testing. She recommends blind taste tests of multiple variants with panels preparing and consuming at home and in a hall. Tests would be in key cities over 2-3 weeks with 50-75 people in each demographic group. - Meenakshi also wants to understand adult perceptions of nutrition, milk additives, and consumption habits. She recommends qualitative discussions in key regions with adults of different incomes over 2 weeks to

    Original Title

    4. SM E-5 One Up Market Research - AK

    Copyright

    © © All Rights Reserved

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    - One Up has 8.7% market share in the Rs. 7,000 crore malted milk category dominated by multinational brands. It offers natural/regular and chocolate flavors which each have equal sales. - Meenakshi wants to develop a new flavor targeting adults and conduct unbiased product testing. She recommends blind taste tests of multiple variants with panels preparing and consuming at home and in a hall. Tests would be in key cities over 2-3 weeks with 50-75 people in each demographic group. - Meenakshi also wants to understand adult perceptions of nutrition, milk additives, and consumption habits. She recommends qualitative discussions in key regions with adults of different incomes over 2 weeks to

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    34 views3 pages

    SM E-5 One Up Market Research - AK

    Uploaded by

    tanima
    - One Up has 8.7% market share in the Rs. 7,000 crore malted milk category dominated by multinational brands. It offers natural/regular and chocolate flavors which each have equal sales. - Meenakshi wants to develop a new flavor targeting adults and conduct unbiased product testing. She recommends blind taste tests of multiple variants with panels preparing and consuming at home and in a hall. Tests would be in key cities over 2-3 weeks with 50-75 people in each demographic group. - Meenakshi also wants to understand adult perceptions of nutrition, milk additives, and consumption habits. She recommends qualitative discussions in key regions with adults of different incomes over 2 weeks to

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    One Up new product research

    One up is a home-grown brand in the malted milk-


    food category that is dominated by multinational
    brands.
    One up has 8.7% market share in 2 lakh tons category
    (Rs.7000 crore annual turnover)
    One up is available in regular/natural flavor and
    chocolate flavor and the sales was split equally across
    the 2 variants
    Horlicks, Bournvita, Boost, Complan and Milo
    dominated the category. The market had reached maturity and sales growth was difficult to
    earn. Creating product innovation was a huge challenge.
    Children (5 years to 14 years) accounted for 65% of total consumption. Senior citizens
    accounted for 20% of the total consumption.
    Youth and Adults accounted for the balance 15%.Dominant flavors were natural and
    chocolate

    Meenakshi the brand Manager at One Up, developed a new taste/flavor variant to target
    the adult market---
    a) She wanted to conduct a full-scale unbiased product test.
    Recommend a research design that covers research method and question areas, location,
    period, sample size, sample profile, recruitment of respondents etc. Explain the rationale
    for the design and its limitations
    b) Meenakshi wanted to know about adult perception and preference about
     Milk additives
     Preference about consuming as is versus with milk additives
     Preferred time of consumption
     Awareness about daily nutritional requirement and what is served by milk and
    incremental nutritional gain from additives
     Was there a negative perception about coffee or tea?
     How did house holds make tea and coffee?
     Is there an opportunity for coffee or tea flavored malted milk food?
    Recommend a research design that covers type of study, location, period, sample
    size, sample profile, recruitment of respondents etc. Explain the rationale for the
    design and its limitations
    c) Meenakshi was wondering whether she can do a market study to be able to project
    the sales of the product before launch?

    Case Prepared by Prof. Surya Mahadevan for class discussion


    a) Answer Key to part a)
     Research Objective: (What to test)
    i. Product test--- covering taste, flavor, texture, thickness,
    balance of taste, satiety, after taste etc. Water required in
    preparation. Preparation time
    ii. Assess what is desired quantity in one serving
    iii. Test multiple variants with multiple panels

     Research Design:
    i. Panel 1: Blind product taste test in a common location
    where the product is prepared and served
    ii. Panel 2: Blind product taste test for customer to prepare in
    his house and taste.
    iii. Comparative Panel 3: New product taste test Vs
    benchmarked current brand Vs Ideal product
     Where to test:
    i. Customer prepares and consumes the product at his
    convenience in his house
    ii. Taste trial of drink by consumer in a hall
     Test Process in detail
    i. Select customers that meet the TG/selection criteria
    a. Selection criteria age, drinks MFD or such brand at
    least 3 times in a week ( I am just illustrating)
    b. Likes MFD drink
    ii. Invite selected respondents to a hall
    iii. Provide hot drink ( Do a separate study for cold?)
    iv. Customers taste the product and then fill a questionnaire
    a. Supplement filled questionnaire by interview and
    ask more Why questions
    v. Tasting and responding to happen in privacy for each
    customer
     Alternate test process
    i. Select customers that meet the TG/selection criteria
    a. Selection criteria age, consumes MFD or such brand
    at least 4 times in a month ( I am just illustrating)
    b. Likes MFD as a food
    ii. Provide a “brand-not-indicated test sachet --- 12 to 24
    with the customer
    iii. Visit the customer after 3 days and get feedback from the
    person who prepared and the TG who consumed

    Case Prepared by Prof. Surya Mahadevan for class discussion


     Question areas: Absolute feedback; followed by comparative
    feedback on properties listed in objective
     Whom to test (Sample Profile): Cover all factors of heterogeneity
    such as regional taste preferences, age, demographics
     Test Markets: Across all metros and few A class cities ( cover key
    consumption markets)
     Sample Size: For each heterogeneity factor a sample size of 50 to
    75 should be adequate. If there is sharp skew in results may have
    to supplement after ascertaining factor contributing to skew
     Period: Simultaneous across markets and can be completed in 2 to
    3 weeks’ time; depends on the number of variants and panels
     Rationale for study design: Objective feedback that isolates the
    influence of brand and various other factors (Packaging, message
    etc.)
    Limitation: The study may not capture deep seated perception factors
    relating to brand/communication
    Answer Key to Part b)
    Research Objective: Understand perception and preference about food
    and nutrition and related factors. Understand whether MFD is consumed
    as a milk replacement or as a nutrition additive
    Research Design: Qualitative study
    In depth interview or focus group discussion
    Question areas: Discussion on food habits—open but guided by
    facilitator
    Sample Profile: Adult TG (Young adult, middle-aged and senior citizen)
    but from different socio-economic class (Education and Income filters).
    Also, panels for each region and key states
    Sample Size: Each group can be of 8 participants and we can look at 3 to
    4 groups of different Socio -economic profile for each region
    Period: Simultaneous across markets and can be completed in 2 weeks’
    time
    Rationale for study design: Key insights on awareness association and
    perception of food and nutrition and usage behaviour
    Limitation: The study will provide insights, but we cannot quantify or
    measure

    Case Prepared by Prof. Surya Mahadevan for class discussion

    You might also like