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INDIVIDUAL ASSIGNMENT
A study to determine the role of the Launch Campaign, Taste Challenge, of MTR Snack Up and calculate its impact on the sales and consumer buying behavior
MTR SNACK UP
The assignment was undertaken to device a complete qualitative research plan starting from research problem identification to research questions to research methodology and finally to possible results of the research for a newly launched promotional campaign.
A study to determine the role of the Launch Campaign, Taste Challenge, of MTR Snack Up and calculate its impact on the sales and consumer buying behavior
2013
TABLE OF CONTENTS
1 | INTRODUCTION .................................................................................................................................... 4 1.1 MTR FOODS Pvt. Ltd. ........................................................................................................................ 4 1.2 TASTE CHALLENGE CAMPAIGN, DOUBLE YOUR MONEY BACK ................................................... 4 1.3 COMPANIES PRODUCT RANGE ........................................................................................................ 5 2 | PROBLEM IDENTIFICATION & RESEARCH METHODOLOGY ............................................................... 6 2.1 RESEARCH PROBLEM ...................................................................................................................... 6 2.2 RESEARCH METHODOLOGY ............................................................................................................ 6 2.3 RESEARCH QUESTIONS.................................................................................................................... 6 2.4 DATA COLLECTION METHOD .......................................................................................................... 7 2.4.1 ELITE INTERVIEWING OF COUPLE OF MTRS TOP MANAGEMENT ........................................ 7 2.4.2 IN-DEPTH INTERVIEW OF 5 RETAILERS OF MTRS SNACK UP PRODUCTS ............................ 7 2.4.3 COVERTLY OBSERVING THE CUSTOMERS DIRECTLY, AT 5 SUPERMARKETS ........................ 7 2.4.4 IN-DEPTH INTERVIEW OF 5 CUSTOMERS OF MTRS SNACK UP PRODUCTS .......................... 7 2.5 PROFILING OF THE RESPONDENTS ................................................................................................ 8 2.5.1 RESPONDENTS OF ELITE INTERVIEWS ................................................................................... 8 2.5.2 RESPONDENTS OF IN-DEPTH INTERVIEWS IN THE FORM OF RETAILERS ............................ 8 2.5.3 RESPONDENTS OF IN-DEPTH INTERVIEWS IN THE FORM OF CUSTOMERS .......................... 8 2.5.4 SUPERMARKETS WHERE COVERT OBSERVATIONS WOULD TO BE CONDUCTED ................. 8 2.6 DETAILED GUIDE TO FACILITATE DATA COLLECTION.................................................................. 9 2.6.1 DATA COLLECTION FROM RESPONDENTS OF ELITE INTERVIEWS ........................................ 9 2.6.2 DATA COLLECTION FROM RESPONDENTS OF IN-DEPTH INTERVIEWS IN THE FORM OF RETAILERS ........................................................................................................................................10 2.6.3 RESPONDENTS OF IN-DEPTH INTERVIEWS IN THE FORM OF CUSTOMERS .........................10 2.6.4 SUPERMARKETS WHERE COVERT OBSERVATIONS HAVE TO BE CONDUCTED....................11 2.6.5 MEANS OF DATA COLLECTION FOR DIFFERENT DATA COLLECTION TECHNIQUES ............11 2.7 PLAN FOR CARRYING OUT ANALYSIS OF DATA ............................................................................11 2.7.1 PHENOMENOLOGICAL ANALYSIS ............................................................................................11 2.7.2 HERMENEUTIC / INTERPRETIVE ANALYSIS...........................................................................11 2.7.3 THEMATIC ANALYSIS ...............................................................................................................11 2.7.4 NARATIVE ANALYSIS ...............................................................................................................12 2.7.5 DISCOURSE ANALYSIS ..............................................................................................................12 2.8 EXPECTATIONS FROM THE STUDY ................................................................................................12
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A study to determine the role of the Launch Campaign, Taste Challenge, of MTR Snack Up and calculate its impact on the sales and consumer buying behavior
2013
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A study to determine the role of the Launch Campaign, Taste Challenge, of MTR Snack Up and calculate its impact on the sales and consumer buying behavior
2013
1 | INTRODUCTION
1.1 MTR FOODS Pvt. Ltd.
MTR Foods Pvt. Ltd., a trusted name with over 85 years of heritage, is an epitome of authentic Indian vegetarian meals bringing joy to every household. Being a pioneer in the food processing industry, MTR Foods is the guardian of culinary secrets that have been protected and handed down over generations. Our food is based on true genuine recipes from their region of origin. MTR products always personify the tradition of unmatched taste, purity and quality. Majority of the products are 100% natural and they use only the finest, most reliable ingredients. MTR Foods - the byword for authentic Indian food has marked its global presence for its wide range of packaged products and recipes. The brand is now home to almost every kitchen in the USA, Canada, UK, Germany, Australia, New Zealand, Middle East, Japan and South East Asian countries.
A study to determine the role of the Launch Campaign, Taste Challenge, of MTR Snack Up and calculate its impact on the sales and consumer buying behavior
2013
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A study to determine the role of the Launch Campaign, Taste Challenge, of MTR Snack Up and calculate its impact on the sales and consumer buying behavior
2013
Question 1. Is the Taste Challenge Campaign a success or a failure? Question 2. Was it a product quality communication strategy or just a promotional strategy? Question 3. Has the introduction of new range of snacks met an unmet need of the existing customers of MTR? Question 4. What is the effect of the campaign on the sales figures of MTR Snack Up products? Question 5. Are the sales of MTR Snack Up products a result of the promotional launch campaign or are the products also have been liked by the consumers? Question 6. What should be MTRs future Integrated Marketing Communications strategy while launching the Snack Up product in the other states of India and abroad? Question 7. Has the campaign had a bigger effect on the customers buying behaviours in terms of taking the bill of the purchased products?
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A study to determine the role of the Launch Campaign, Taste Challenge, of MTR Snack Up and calculate its impact on the sales and consumer buying behavior
2013
2.4.1 ELITE INTERVIEWING OF COUPLE OF MTRS TOP MANAGEMENT To understand the thinking on which the Taste Challenger is based we need to conduct elite interviews of at least two of the key decision makers of MTR. The information could be collected even from one single in-depth interview as well but to validate the same, two elite interview becomes utmost important. This information could also be gathered through the means of a focussed group discussion (FGD), but to confirm the same it is better to conduct two separate elite interviews. Also, rigorous schedules of top managers would pose a hindrance in administering a FGD as finding a common free time for five to six top managers is a mammoth task in itself. 2.4.2 IN-DEPTH INTERVIEW OF 5 RETAILERS OF MTRS SNACK UP PRODUCTS To reproduce the customer insights, in-depth interviews of the retailers is one of the best ways. The retailer would also help us to know if there has been any change in customers buying behaviour (in regards to taking bill of purchased products). 2.4.3 COVERTLY OBSERVING THE CUSTOMERS DIRECTLY, AT 5 SUPERMARKETS There is no better means to understand the customers preferences than directly observing them. Observations have to be conducted at 5 supermarkets to infer if the promotional offer is solely driving the sales or are the product features (including the quality of the product) making consumers buy the product. This data collection method will allow us to gather unbiased indispensible information about the buying behaviour & preferences of the customers. 2.4.4 IN-DEPTH INTERVIEW OF 5 CUSTOMERS OF MTRS SNACK UP PRODUCTS To understand the communication media which affects customers buying behaviour and preferences the most. It would enable us to design the future Integrated marketing Communications strategy for MTR Foods Pvt. Ltd.
QMR | INDIVIDUAL ASSIGNMENT | PRAKARSH AREN Page 7
A study to determine the role of the Launch Campaign, Taste Challenge, of MTR Snack Up and calculate its impact on the sales and consumer buying behavior
2013
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A study to determine the role of the Launch Campaign, Taste Challenge, of MTR Snack Up and calculate its impact on the sales and consumer buying behavior
2013
After every question, the rationale for asking that question is written in grey colour.
QMR | INDIVIDUAL ASSIGNMENT | PRAKARSH AREN Page 9
A study to determine the role of the Launch Campaign, Taste Challenge, of MTR Snack Up and calculate its impact on the sales and consumer buying behavior
2013
2.6.2 DATA COLLECTION FROM RESPONDENTS OF IN-DEPTH INTERVIEWS IN THE FORM OF RETAILERS The following questions could be asked from the Retailers: Q1. Are the customers aware of the newly launched products of MTR? [This question will give us the success rate of the Taste Challenge campaign.] Q2. Why are the customers excited for MTR Snack Up? [ First, let the retailer answer this question, on his own. He might give in reply some important customer insights. In absence of receipt of valuable data, further ask him the next part. ] Are they excited because of the double money back offer or because of the fact that this is a MTRs product? Q3. Did you get to know any information about the communication channels which helped customers to be aware of the new products from MTR? [This question will help us to design the future IMC strategy.] Q3. What is the general perception of the customers about the taste and quality of these products with respect to existing products? [This question will help us find the success rate of the campaign in terms of making customers aware of the premium taste and quality of this product] Q4. Are the customers asking for the legitimate bill while buying this product? If yes, are they asking for the bill of other products as well or only for this MTR Snack Up products? [ This question will enable us decode if there has been any change in the buying behaviour of the customers or not? Are they asking for the bill while making any purchase or not? ]
2.6.3 RESPONDENTS OF IN-DEPTH INTERVIEWS IN THE FORM OF CUSTOMERS The following questions could be asked from the Retailers: Q1. Are you aware of the newly launched products of MTR? [ This question will give us the success rate of the Taste Challenge campaign.] Q2. What were the communication channels which helped you to get information about the new products from MTR? [This question will help us to design the future IMC strategy. ] Q3. Are you excited for MTR Snack Up products? If yes, then why? [First, let the customer her/himself answer this question. She/he might give in reply some important insights. In absence of receipt of valuable data, further ask her/him the next part. ] Are you excited because of the double money back offer or because of the fact that this is a MTRs product? Q3. How did you find the taste and quality of these products? [This question will help us find the success rate of the campaign in terms of making customers aware of the premium taste and quality of this product] Q4. Did you ask for the legitimate bill while buying this product? If yes, do you now ask for the bill on purchase of other products as well or only for this MTR Snack Up products? [ This question will enable us decode if there has been any change in the buying behaviour of the customers or not? Are they asking for the bill while making any purchase or not? ]
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A study to determine the role of the Launch Campaign, Taste Challenge, of MTR Snack Up and calculate its impact on the sales and consumer buying behavior
2013
2.6.4 SUPERMARKETS WHERE COVERT OBSERVATIONS HAVE TO BE CONDUCTED Just visit the supermarkets which qualify the criteria given in section 2.5.4 and place yourself near to the MTR rack placed there. You should not be too close to the rack because the customers might get an idea that they are being observed and should also not be too far from the rack because that might affect the visibility of the customer and you may miss out on some important insights.
In-Depth Interviews
Elite Interviews
Overt Observation
For Elite Interviews & In-Depth Interviews: Interview Transcripts & Audio Recordings For Covert Observations: Field Notes & Images/Videos
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A study to determine the role of the Launch Campaign, Taste Challenge, of MTR Snack Up and calculate its impact on the sales and consumer buying behavior
2013
1. Becoming familiar with the data, Searching for themes & Reviewing Themes: The idea is to obtain a basic sense regarding the direction in which data is pointing through preliminary observation. It is about trying to make sense of the data that has been collected. 2. Identify themes: Since we cannot make sense of all the Interview and FGD transcripts in isolation, we would look for common themes across data sets; summaries of Whats going on here. In other words, we are trying to create blanket categories wherein we would feed individual data. 2.7.4 NARATIVE ANALYSIS It will be used to analyse the data collected from the In-Depth Interviews of Retailers, especially for the question which asks if the retailer has any information about the communication channels which helped customers to be aware of the new products from MTR. The idea is to extract the main theme from the stories which customers must have told retailers about how they actually came to know about the MTRs new product. It recognizes the extent to which the stories customers tell provide insight into lived experiences. 2.7.5 DISCOURSE ANALYSIS It will be used to analyse the data collected from the Covert Observations made at Supermarkets. It involves in looking closely at how people interact with each other. This could help us a lot while analysing and finding what are the customers perceiving from the launch campaign, do they take the campaign as the premium quality & taste assurance or just a chance to get double money back.
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A study to determine the role of the Launch Campaign, Taste Challenge, of MTR Snack Up and calculate its impact on the sales and consumer buying behavior
2013
ANNEXURES
ANNEXURE I
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A study to determine the role of the Launch Campaign, Taste Challenge, of MTR Snack Up and calculate its impact on the sales and consumer buying behavior
2013
ANNEXURE II
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