FInal Goldstar

7/28/2019 FInal Goldstar

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GOLD STAR COOKIES

HISTORY OF BISCUITS

Sweet or salty. Soft or crunchy. Simple or exotic. Everybody loves munching on

biscuits, but do they know how biscuits began?

The history of biscuits can be traced back to a recipe created by the Roman chef

Apicius, in which "a thick paste of fine wheat flour was boiled and spread out ona plate. When it had dried and hardened it was cut up and then fried until crisp,

then served with honey and pepper."

The word 'Biscuit' is derived from the Latin words 'Bis' (meaning 'twice') and

'Coctus' (meaning cooked or baked). The word 'Biscotti' is also the generic term

for cookies in Italian. Back then, biscuits were unleavened, hard and thin waferswhich, because of their low water content, were ideal food to store.

As people started to explore the globe, biscuits became the ideal travelling food

since they stayed fresh for long periods. The seafaring age, thus, witnessed the

boom of biscuits when these were sealed in airtight containers to last for months

at a time. Hard track biscuits (earliest version of the biscotti and present-day

crackers) were part of the staple diet of English and American sailors for many

centuries. In fact, the countries which led this seafaring charge, such as those in

Western Europe, are the ones where biscuits are most popular even today.

Biscotti is said to have been a favourite of Christopher Columbus who discovered

America!


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Making good biscuits is quite an art, and history bears testimony to that. During

the 17th and 18th Centuries in Europe, baking was a carefully controlled

profession, managed through a series of 'guilds' or professional associations. To

become a baker, one had to complete years of apprenticeship - working through

the ranks of apprentice, journeyman, and finally master baker. Not only this, the

amount and quality of biscuits baked were also carefully monitored.

The English, Scottish and Dutch immigrants originally brought the first cookies

to the United States and they were called teacakes. They were often flavoured

with nothing more than the finest butter, sometimes with the addition of a few

drops of rose water.

As technology improved during the Industrial Revolution in the 19th century, the

price of sugar and flour dropped. Chemical leavening agents, such as baking

soda, became available and a profusion of cookie recipes occurred. This led to the

development of manufactured cookies.

Interestingly, as time has passed and despite more varieties becoming available,

the essential ingredients of biscuits haven't changed - like 'soft' wheat flour

(which contains less protein than the flour used to bake bread) sugar, and fats,

such as butter and oil. Today, though they are known by different names the

world over, people agree on one thing -nothing beats the biscuit!

Some interesting facts on the origin of other forms of biscuits:

The recipe for oval shaped cookies (that are also known as boudoir

biscuits, sponge biscuits, sponge fingers, Naples biscuits and Savoy

biscuits) has changed little in 900 years and dates back to the house of

Savoy in the 11th century France. Peter the Great of Russia seems to have


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enjoyed an oval-shaped cookie called "lady fingers" when visiting Louis

XV of France.

The macaroon - a small round cookie with crisp crust and a soft interior -

seems to have originated in an Italian monastery in 1792 during the French

Revolution.

SPRING-uhr-lee, have been traditional Christmas cookies in Austria and

Bavaria for centuries. They are made from a simple egg, flour and sugar

dough and are usually rectangular in shape. These cookies are made with a

leavening agent called ammonium carbonate and baking ammonia.

The inspiration for fortune cookies dates back to the 12th and 13th

Centuries, when Chinese soldiers slipped rice paper messages into moon

cakes to help co-ordinate their defence against Mongolian invaders.


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BISCUIT INDUSTRY IN INDIA:

India is considered as the third largest producer of Biscuits after USA and China,

the per capita consumption of biscuits in our country is only 2.1 Kg., compared to

more than 10 kg in the USA, UK and West European countries and above 4.25 kg

in south cast Asian countries.

Biscuits constitute about 7% of the Rs 478 billion FMCG markets in India.

While the growth rate has been stagnating over the years, it picked up momentum

during 2007-08 and 2008-09 mainly on account of exemption from Central

Excise Duty on biscuits with MRP up to Rs.100/per kg, as per Union Budget for

2007-08. However growth further declined from 2009-10 to 2011-12 and the first

half of 2012-13.


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SEGMENTS

The organized and unorganized sector of the biscuit industry is in the proportion

of 65%: 35% ratio.

EXPORTS of Biscuit were 14% of the annual production during the

year 2010-11 which declined to around 12.5% in 2011-12.

IMPORTS of biscuits into India (mainly high end products) have not

shown any significant growth during the last five years and have not

affected production/sales by the Indian Biscuit industry.

According to Indian Biscuits Manufacturing Association, recently,

PER CAPITA CONSUMPTION of Biscuits in the country is only 1.8 kg, as

compared to 2.5 kg to 5.5 kg in South East Asian countries and European

countries, and 7.5 kg in USA


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ORGANISED AND UNORGANISED SECTOR

Biscuit industry in India in the organized sector produces around 65% of the total

production, the balance 35%beingcontributed by the unorganized bakeries. The

industry consists of two large scale manufacturers, around 50 medium scale

brands and small scale units ranging up to 2500 units in the country. Biscuits

are estimated to enjoy around 37% share by volume.

The organized sector caters to the medium and premium segments, which are

relatively less price-sensitive. The organized sector is unable to compete at the

lower price range due to the excise advantage enjoyed by the informal sector. The

organized segment in biscuits has witnessed a steady growth of about 7.5%,

conforming broadly to the growth rate of GDP.

The unorganized sector is estimated to have approximately 30,000 small & tiny

bakeries across the country. The unorganized sector is estimated to have

approximately 30,000 small & tiny bakeries across the country.


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In the next five years, the share of the mass segment would come down to 60

percent and the rest would be premium and super-premium segments. The

biscuit market in India is expected to grow at a minimum 12% a year over the

next 3-5 years, driven by the premium segment. Also forcing a shift to the

premium segment is the fact that the biscuit business has become a

challenging one over the last two years, with the prices of key raw materials

wheat, sugar and milk doubling and the volumes dwindling. Yet, at the

lower end of the market, there is lesser scope for the players to pass on the

hike and protect their rmargins. One reason for the rush to the premium end is

the pace of growth the glucose segment has been growing at a sluggish 8-

10% compared with the premium segments 25-30%.


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Consumers in India are now reaping the benefits of globalization as they are more

discerning about quality and taste. This growing awareness and changing

consumer preferences is resulting in the customer being more quality consciousand on a lookout of variety of options leading to the demand of more value driven

products.


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SEGMENTS


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KEY PLAYERS

IMPORTANT BRANDS PITCHED AGAINST EACH OTHER

CATERGORY BRITANNIA PARLE ITC

Glucose Tiger Parle G Sunfeast

Glucose

Marie Marie Gold Parle Marie Sunfeast Marie

Salty Snack

50-50

Time Pass

Krack jack

Monaco

Nim kin

Sunfeast snacky

Choc chips Good day Hide n seek -

Milk Milk bikkis Milk shakti Sunfeast Milky

MagicBourbon Bourbon Hide & seek

Bourbon

Nice Nice Sunfeast Nice

Multigrain Nutri choice

Oat, Ragi, 5

grain, sugar out

Parle

digestive

Sunfeast benne

vita

Cream Cream treat

Pure Magic

Hide&seek

Fab

Kreams

Jam in

Sunfeast Dark

Fantasy

Dream Cream


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Festo

Cookies Britannia

Cookies

Good Day

Milano

Gold star

20- 20

Happy Happy

Sunfeast special

Golden bakery

COMPETITORS MARKET SHARE:

PARLE


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The Parle name conjures up fond memories across the length and breadth of the

country. After all, since 1929, the people of India have been growing up on Parle

biscuits and sweets. Initially a small company was set up in the suburbs of

Mumbai city to manufacture sweets and toffees. The year was 1929 and the

market was dominated by famous international brands that were imported freely.

Despite the odds and unequal competition, this company called Parle Products,

survived and succeeded by adhering to high quality and improvising from time to

time

A decade later, in 1939, .Parle products began manufacturing biscuits, in addition

to sweets and toffees. Having already established a reputation for quality, the

Parle brand name grew in strength with this diversification. Parle Glucose andParle Monaco were the first brands of biscuits to be introduced, which later went

on to become leading names for great taste and quality.

For around 75 years, Parle have been manufacturing quality biscuits and

confectionary products. Over the years Parle has grown to become a multimillion

dollar company with many of the products as market leaders in their category.

The recent introduction ofParle Gold Star also follows the same legacy and

caters to a new taste.

Apart from the factories in Mumbai and Bangalore Parle also have factories in

Bahadurgarh in Haryana and Neemrana in Rajasthan, which are the largest biscuit

and confectionery plants in the country. Additionally, Parle Products also has 7

manufacturing units and 51 manufacturing units on contract.

All these factories are located at strategic locations, so as to ensure a constant

output and easy distribution.

THE MARKETING STRENGTH


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The Parle marketing philosophy emphasizes cater ing to the masses.

They constantly endeavor at designing products that provide nutrition &

fun to the common man. Most Parle offerings are in the low & mid-range price

segments. This is based on their cu lt iv a te d un de rs ta nd in g of th e In di an

con su me r ps yc he . Th e va lu e- fo r- mo ne y positioning helps generate large

sales volumes for the products. However, Parle Products also manufactures a

variety of premium products for the up-market, urban consumers. And in this

way, caters a range of products to a variety of consumers. Maximizing

value to consumers and forging enduring customer relationships are the core

endeavors at Parle.

THE CHANNEL MEMBERS OF THE DISTRIBUTION NETWORK

OF PARLE

The Parle distribution network for biscuits has essentially four levels as enlistedbelow:

Parle Depot

Wholesalers and Distributors

Carry Forward Agents

Retailers

The Channel Members and Logistics


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Parle has nearly 1500 wholesalers, catering to 425000 retail outlets directly

or indirectly.

A two hundred strong dedicated field force services these wholesalers and

retailers.

Additionally, there are 31 depots and Carry and Forward agents supplying

goods to the wide distribution network.

BRITANNIA


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Britannia incepted in 1892, in Calcutta (now Kolkata) .The beginnings might

have been humble-the dreams were anything but. By 1910, with the advent of

electricity, Britannia mechanised its operations, and in 1921, it became the first

company east of the Suez Canal to use imported gas ovens. Britannia's business

was flourishing. But, more importantly, Britannia was acquiring a reputation for

quality and value.

In 1997, the company unveiled its new corporate identity - "Eat Healthy, Think

Better" - and made its first foray into the dairy products market. In 1999, the

"Britannia Khao, World Cup Jao" promotion further fortified the affinity

consumers had with 'Brand Britannia'.

Britannia strode into the 21st Century as one of India's biggest brands and the

pre-eminent food brand of the country. It was equally recognised for its

innovative approach to products and marketing. In recognition of its vision and

accelerating graph, Forbes Global rated Britannia 'One amongst the Top 200

Small Companies of the World', and The Economic Times pegged Britannia

India's 2nd Most Trusted Brand.

MARKETING STRATEGY OF BRITANNIA

Eat Healthy. Think Better. Buy Britannia

The 80-year-old biscuit king is reinventing itself . Britannia now wants to become

a foods giant, with the newly-added tag of health and nutrition.

The marketing strategies for any company are not about a fixed concept. Rather it

is full of new challenges every day, and the companies must respond to it very

positively. The market process is applicable to more than goods and services.

Anything related to market including ideas, events, policies, prices and

personalities comes under market strategy. However it is important to emphasize

opportunity in the market through market strategy.


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The following strategies are basically adopted by Britannia in order to capture a

good market share.

1. A strong quality of the product and customer satisfaction

2. A growing relationship with customer and customer retention

3. Focus on competitors activity

4. A growing emphasis on global thinking and local marketing planning

6. New innovative Promotional Strategies

Promoting their brands is a very essential idea for their marketing strategy as it

helps understand the consumers the variety of benefits they get while purchasing

the product. They also believe in advertising and publicizing their message

clearly stating the facts.

BRITANNIA GOOD DAY:

Britannia is the Top Leader in the Cookies Sectors and God Day Biscuits is

considered as the topmost cookies in the premium cookie segment.

Britannia Good Day was launched in 1986 which were available in two delicious

kind one with Cashew and other with Butter. In year 1989, Good Day Pista

Badam was launched. In year 2000 Good Day Chocochips was launched and in

year 2004 Good Day Choconut was launched.


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This brand of cookies has grown tremendously which is stepping at a higher

margin and satisfying consumer needs by giving superior quality of biscuits.

Britannia Good Day Biscuits consists of Good Day Butter, Cashew, Rich Butter

Cookies (Butter and Cashew), Choconut Cookies, Butter Scotch cookies, Honey

& Raisin Cookies, Chocolate Chip, Rich Cashew Cookies ATC, and Rich Pista

Badam ATC. Today Good Day known as one of Britannias power brands is the

largest and fastest growing brand for Britannia and is estimated to have two-third

market share in the indulgence segment valued at Rs. 3,300 crore.

The price varies from Rs 5 to Rs 50.

BRITANNIA GOODAY CURRENT COMMUNICATION

OBJECTIVE:


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In a market being increasingly swarmed by competitors like Sunfeast, Parle,

Priya Gold and more, Britannia Industries Good Day has been able to hold its

stead. As the cookie brand turns 25, Britannia has rolled out a campaign,

conceptualised by McCann Erickson, that attempts to remind consumers of the

brands large-heartedness and the role that Good Day has been playing in the

lives of Indians for the last 25 years.

Prasoon Joshi, Executive Chairman & CEO, McCann Worldgroup India &

President South Asia, who has written and conceptualised the campaign,

said, Britannia is about human connect and adding value to the life of the

consumer through its quality products. The subtext of goodness, both in the

product and the brand, runs deep. And we are simply reinforcing it gently. The

campaign had me emotional in the concept and script stage itself and am glad

that the film establishes this endearing connect with the brand.

While the range increased with variants such as butter scotch, and rich butter, itwas only later that Good Day added the major chocolate variant, with Choco-chip

and Choco nut. By then, it had already conquered a giant market share, easily

becoming the cookie for all times and pockets.

The biscuit has always been talking to the masses in a language they understand,

that of warmth and family values. In its infancy, it began with lines such as

Kaju ho ya khushi dikhni chaiye,

Acchayi jo chha jaaye,

Khushiyon ke ghar naya mehmaan aaya, to the more recent

Khushi jo dil se chalke, and

Ho jao chocolate khush.


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In 2008, the campaign Iska toh ho gaya Good Day did wonders for its

brand recall.

As Good Day extends itself into a good third decade, McCann Erickson has

created the latest TVC in celebration of the quarter life.

The new TVC perseveres to infuse cheer, hearten the nation and enliven lives

with its line suraj dhup baat ke khush hain, Good day khushiyan baat ke

SWOT Analysis of Biscuit Industry in India:


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Strength:

Brand building capabilities

Diversified product range of industry covering all segments

The depth of the distribution

Low & Mid price range of the products

Industry catering to masses, as in the most developing economies

increasing purchasing power is aiding to shifting to affordable options.

Weakness:

Lack of technology up gradation

Dependence on retailers & grocery for displaying diversified product on

shelf.

Opportunities:

Per Capita consumptions of biscuits in India only 1.8KG.

Growing demand for Sugar free Biscuits.

IBMA estimates annual growth of around 20% in next couple of years.

The $220 billion of food industry is expected to grow to $300 billion by

2015. The packaged of fiscal incentives provided by various state govt.

Threats:


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Fluctuations in the price of raw materials, transportation & distribution.

Cost due to high wedges & oil prices .

Entry of ITC (having very good distribution channel) in to biscuit industry

Emerging local bakery products.

PEST ANALYSIS of Biscuits Industry in India

Political factors:

Exemption limit of excise duty for SSI rose to 1.5 crores

Excise duty on biscuits removed on biscuits priced below Rs 100 per kg.

Custom duty on food processing machinery reduced from 7.5% to 5%.

Custom duty on sunflower oil (crude) reduced from 65% to 50% and forrefined sunflower oil it is levied at 60% compared to 75% earlier.

SAD of 4% waived for refined edible oil.

CST is levied at 3%.These changes were brought in 2007 08 budgets by

the government. The government has shown favorable policies for the

development of biscuits industry which is a boost for the current producers

and an incentive for the new entrants.

Economic factors:

Per capita income in India is $950 in year 2008

GDP $2.96 trillion (2007) www.worldstatesmen.org/India.htm


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Population of 1,027,015,247 www.surfindia.com/india-facts/population-

of-india.html. The population of India has made the country a consumption

market for almost every product traded in the world. This gives good

indication for the launch of a new product in India as compared to other

countries. Also there are better chances of success in Indian market where

people are ready to spend more on consumable goods.

Social factors :

There has been a cultural transmission in India.

Gone are those days where Indians were considered orthodox.

The new India is very well placed in matter of cultural diversity as well as

cultural adoption.

The people are not hesitant to try out new things.

Even the quality of life has improved which has led people to spend more.

Indians are well known for saving their income for future unpredictable

situations and invest more in gold but the encouraging sign is that Indians

never hesitate to spend on food.

Technological factors:

Automation in India is widespread in most industries.

Even for manufacture of biscuits the imported machinery is available

which will help in mass production and reap benefits of economies of

scale.

So the technological know how and equipments are available for

development of the biscuits industry.
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Central Excise Duty on Biscuits

According to the Union Budget 2011-12:

Biscuits cleared in packaged form, with per kg. retail sale price equivalent not

exceeding 100

Explanation 1.For the purposes of this entry, "retail sale price" means the maximum price at

which the excisable goods in packaged form may be sold to the ultimate

consumer and includes all taxes, local or otherwise, freight, transport charges,commission payable to dealers, and all charges towards advertisement, delivery,

packing, forwarding and the like, as the case may be, and the price is sole

consideration for such sale.

Explanation 2.For the purposes of this entry, per kg. retail sale price equivalent shall be

calculated in the following manner, namely :-

If the package contains X gm of biscuits and the declared retail sale price on it is `

Y, then, the per kg. retail sale price equivalent = (Y*1000)/X

Illustration.-

If the package contains 50 gm of biscuits and the declared retail sale price on it is

`2, then, per kg. retail sale price equivalent = ` (2*1000)/50 = `40


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PARLE GOLDSTAR COOKIES

Parle products the makers of Parke G and Monaco have launched its Gold star

range of premium cookies in February 2013 to cement its hold in the 12,000 crore

biscuit market, where it competes with Britannia industries, ITC and Kraft. The

company has introduced Gold star to increase its volume in the premium cookie

segment.

Gold star is available in four variants at price points of Rs 10, 15, 20 and 30 with

pack sizes of 75 mg to 200 mg. The names of the four variants are as follows:

Gold star Butter

Gold star Cashew butter

Gold star Chocolate chip

Gold star Chocolate nut


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MARKETING MIX OF PARLE GOLD STAR COOKIES

Product mix

Gold star cookies had been launched in February 2013 in the Premium

cookie segment by the most prestigious brand in the biscuit industry- Parle

It has been launched in four variants namely- Gold star Butter, Gold star

Cashew butter, Gold star Chocolate chip, Gold star Chocolate nut , keeping

in mind the consumer preferences of all age group as well as income

groups

It is available in base packs as well as family packs with pack sizes of 75

mg to 200 mg.

Price mix

Parle Gold Star has adopted the Market Penetration strategy i.e. low price along

with capturing of a large market.

Also they focus on providing good quality products, at reasonable price at the

same time, which means it uses the value pricing method.

The value-for-money positioning helps generate large sales volumes for the

products.

Parle Gold Star is available in Rs. 10,Rs 15, Rs 20 to Rs 30 packet


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Profit margin for distributors is 4% and for retailers is 10-12%

Place mix

Parle has nearly 1500 wholesalers, catering to 425000 retail outlets directly

or indirectly.

A two hundred strong dedicated field force services these wholesalers and

retailers.

In just a short span of time, since its launch, Parle has made sure that Gold

star cookies are easily available to the masses

Promotion mix

The next level of communication associated the brand with the positive values

of life like honesty, sharing and caring. Just a few months back a TV commercial

was launched for Parle-Gold Star where the product is being endorsed by

Amitabh Bachchan

Recently for Parle Gold star they have started placing hoardings for brand

recognition

SWOT ANALYSIS OF PARLE GOLD STAR COOKIES

Strengths:

A recognised and an esteemed brand ambassador.


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A reputed brand name- Parle

A good reputation of the brand amongst the consumers

Favourable access to distribution network

Good product quality and packaging

Pricing is reasonable which gives advantage for a high quality product

Weakness:

Lack of promotion

Food product means limited shelf life

Low brand recall in retail outlets

Low top of the mind recall for the consumers

Breakage issues

Opportunities:

Demand of the category biscuits is quite high

Huge size of the market

More new flavours and sizes at affordable prices

More promotional strategies

Threats:

To compete with the other larger brands in the same segment

Fluctuations in the price of raw materials, transportation & distribution.


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PARLE GOLDSTARS CURRENT COMMUNICATION

OBJECTIVE

Parle has roped Amitabh Bachchan to be the brand ambassador for Parle Gold

star cookies. The objective of communication of the current campaign was to

launch and establish Gold star in the premium cookie category. The campaign

idea was to create a communication concept that successfully integrates

business strategy and creative insight to convey premium ness of the product.

The current campaign aims to establish credibility for the new brand and how

it is better than the existing biscuit brands available in the Indian market.

The company has already unveiled a new TV commercial, created by Everest

Brand Solutions. After a thorough understanding of the category, product and

market, the idea was to create a communication concept that successfully

integrates business strategy and creative insight to convey the premiumness of

the product. The objective of this communication was to launch and establish

Gold Star as a premium cookie in the Indian biscuit market.

The TVC communicates and reinforces the unique appeal of the product. It is

inspired by an everyday slice of life that is laced with subtle humour. The

company plans to launch a multimedia campaign straddling television,

outdoor and radio


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RESEARCH METHODOLOGY

RESEARCH OBJECTIVE

The objective of the research is the test the effectiveness of the ongoing

campaign and does the current communication lead to brand awareness,

harness visibility and generate a favorable brand recall to break through the

clutter of the other ongoing campaigns by the competitive brands operating in

the market., for which we have made a questionnaire and selected a sample

size of xxxx people for which we have set a questionnaire of xxxx

questions which comprises of both open ended as well as close

ended questions

OTHER OBJECTIVE:

1. To find out the consumer preference according to retailer view.

2. To find out the satisfaction levels of consumers towards Parle Gold

Star

3. To find out how far Parle Gold Star has been successful in entering

into the market as well as how well is it doing against its major

competitor Britannia Good day


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SCOPE OF THE STUDY:

FMCG Sector i s a growing sector in India at h igh pace. Biscui t

manufac tur ing industries has lot of scope in the Indian economy. Company

manufactures according to c o n s u m e r s i n t e r e s t . T h e r e i s a h i g h

c o m p e t i t i o n i n b i s c u i t m a n u f a c t u r i n g i n d u s t r y s s u c h a s

P a r l e , b r i t a n n i a , i t c e t c consumer prefers to take that product

which not only satisfies him but also his colleagues, family and natives.

This study helps in determining..

DATA COLLECTION METHOD

Data col lect ion i s an ela borate process in which the researchers

make a planned research for all relevant data. Data is the foundation

of all market research. Data are facts obtained from several sources. Data canbe classified as:

Primary data

Secondary data


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PRIMARY DATA

It is gathered for the first time by the researchers. If the secondary data is found to

be inadequate or unavailable, the researcher goes for primary data.

COLLECTION OF PRIMARY DATA

The researcher was assigned to do a comparative study on

Parle Gold StarIn order to accomplish the job, the researcher adopted the two-way strategy to

collect the primary data. to complete the job in a more genuine way,

retailer survey was conducted sample of 50rational retailers were taken

and they were supplied with a structured nondisguised questionnaire. The

idea was to seek out the market position of Parle Gold Star.

The data collected was collected from different retail outlets of biscuit namely:

Shops

Confectioners

Kirana and general stores

SECONDARY DATA

Secondary data i s the data borrowed f rom secondary sources by

the researcher . Secondary data can be in ternal or external i .e ,

internal records of the company or information available from library


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and other statistical organization. In a Market Research Project Field Work has a

very vital role to play. As a matter of fact, its the back bone of any Market

Research Project. Field work basically consists of collection of primary data.

In this project, researcher had to undergo a lot of Fieldwork. The

whole area which was to be surveyed was d iv ided in to d i f ferent

segments randomly. Simultaneously survey of both retailers and consumers

was carried out. The researcher worked in the field for a span of one & half week.

Whole data which was collected from field was well scrutinized & tabulated for

analysis. Its interpretation has been provided in most easy to understand

manner with the help of suitable diagram & charts.

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cookies/573388.37489/page/-1

MARKETING RESESARCH PROCESS

Step 1: Defining the problem, the decision alternatives and the research objectives.

The decision making situation on hand is to check the effects of promotion on the

production of a new brand- parle Gold star cookies that are retailed in the market.

The research objectives are to define a market for the product and understand the

consumer behavior and also to analyze the effectiveness of current promotion

strategies on the product

Step 2: Developing the research plan

Data source: In this research both primary data sources as well as secondary data

will be used for a comprehensive study.
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Research approaches:

Survey research A survey research will enable the company to know about

consumer behavior, beliefs, preferences and satisfaction.

Research instruments:

Questionnaire - It is the most used primary research instrument because of its

flexibility. It seems very easy to construct a questionnaire but all the common

mistake researchers do is while framing the questions itself which may defeat thevery purpose of research. So it is very necessary that the questions are relevant as

well as unambiguous. Also the no. of questions must be limited.

Sampling plan:

Sampling unit - Since biscuits are consumed by the masses the population

consisting of children to adults are the sampling units. For better understanding

the behavior of consumers age group between 10 55 is taken as sampling unit.

Sample size- A size of 100 respondents which represent the males and females as

well as the child and adult will be the sample size.

Step 3: Data collection

It is the heart of the research. If this step fails to work as expected then the survey

will not bear fruitful results. One most important thing is that the data needs to be

consistent. Honesty and integrity on part of respondent as well as fieldworker are

equally of prime importance.

Step 4: Analyzing the information


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This step will help to extract meaningful information from the data gathered.

Here various softwares and other statistical tools are available to the researcher

which will facilitate the research work.

Step 5: Present the findings

This step is the face of the research. The researcher has to present his findings

and show his ability to interpret the data. The researcher must have good

communication skills so that he is able to project his findings aptly in front of the

management.

Step 6: Make the decision

The management will consider the quantitative and the qualitative aspects of the

data in deciding about the product promotion.


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Questionnaire

Sex: male/female

Occupation:

Age:

Q. Which category of biscuits you prefer?

Glucose Marie Sweet Digestive other, -

please specify.

Q. Who buys biscuits at your place?

---------------------------------------------

Q. Which factors you keep in mind while purchasing biscuits?

Taste Flavor Variety Cost Advertising

Brand

Ingredients Health others plz specify---------------------------


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Q. Do you like trying new brands of biscuits in market?

Yes No

Q. Would you like to have something that is going on for years or you

would like to try something new by a reputed brand?

Existing product New product

Q. Are you aware of a new launch of biscuits from parle?

Yes No

Q. If yes, how?

TVCs Friends Family

any other------------------------------

Q. If no, have you heard of GoldStar Cookies?

Yes No

Q. Have you tried the product?

Yes No


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Q. If yes, have you made a repeat purchase of that product?

Yes No

Q. Were you satisfied when you consumed Gold Star cookies?

Rate from 1to 5 where 5 being the highest

1 2 3 4 5

Taste

Price

Bite

Packaging

Value for money

Others specify-----------------------

Q. Do you think the quantity of cashew/ butter in gold star cookies is

equivalent to that of competitors?

Yes No

Q. Is parle Gold Star available to you at the places where you usually

shop?


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Yes No

Q. How would you rate Gold Star Cookies as a product?

Excellent Very good Good Fair Poor

Q. Do you like its packaging? Do you find it attractive?

Yes No

Q. Have you seen the Gold Star cookies advertisement?

Yes No

Q. What in that advertisement makes you recall the product Gold Star

cookies?

brand ambassador (amitabh bachchan) servant

others plz specify----------------------------------------

Q. What attribute of the product you liked the most?

Taste Mouthful experience Crunch

any other plz specify-------------------

Q. Do you find Gold Star cookies as a value for money product?


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Yes No

Q. According to you do you think that Gold Star cookies can compete with

Gooday and turn out to be a better one?

Yes No

ANALYSIS:

Who buys biscuits at your place?

Who buys biscuits at your place?

23%

77%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

M ale Female

The respondent response was tabulated in a 23% male and 77% female ratio.Thereby, we can arrive at the inference that biscuits are predominantly purchased

by women in he household and they are the decision makers of the choice of the

biscuits being purchased.

What factors do you keep in mind while purchasing biscuit?


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The survey

depicts that

advertising plays the most important role in forming the brand preference

amongst all other parameters followed by the taste. A favourable advertisingcampaign will be thereby beneficial in inducing brand preference and make

the product breakthrough the clutter of existing brands. The cost plays a role

in determining the preference.

Are you aware of the new launch of biscuits by Parle?

98%

2

0%

10%

20%

30%40%

50%

60%

70%

80%

90%

100%

Yes No

Are you aware of a new launch of biscuits from Parle?

98% of the respondents replied in favour of the awareness of launch, Thereby

inferring that is the consumers are aware of a launch of a new product from the

brand.

Which factors you keep in mind w hile purchasing

biscuits?

19%

15%

11%17%

21%

12%

2%

3%

Taste Flavor Variety Cost Advertising Brand Ingredients Health


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If yes, how?

If yes, how?

81

11%8

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

TVCs Friends Family

We can thereby infer that TVC is the main platform through which consumers

are aware of launch of the product. Followed by recommendation from friends

and family. The survey deduced that campaign is the most effective in

garnering awareness for the product in the minds of the consumer.

.

Which is the most preferred flavour?

What flavor is pre ffered the most?

23

39

20%18%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Choco Chip Choco Nut Butter Butter Cashew

The respondents preferred the chocolate variant over the butter and cashew.


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However, the results differed from the zones which the survey was conducted.

The areas of juhu and bandra preferred the chocolate variant over the butter and

cashew which were more favoured in Kandivili and Borvili.

Have you heard of any offer associated with the product?

13%

87%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Yes No

Have you heard of any offer associated with the

product?

The survey revealed that the current offer of 20% extra offered by the brand has

not gained awareness in the minds of the consumer. The reason for this can be

attributed to the fact that the ongoing communication (TVC) makes no mention

of the offer and hence the consumers are unaware of the added 20% extra.

Have you made a repeat purchase of the product?


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Have you made a repeat purchase of that product?

48%

52%

46%

47%

48%

49%

50%

51%

52%

53%

Yes No

The majority of the respondents revealed that the purchase of the product has

not being repeated. The reasons of this can be attributed that over the years

they have have formed a fixed preference and though the campaign has

resulted them to try the product once but they are resistant towards replacing

their regular brand and making a shift to a new brand permanently.

Were you satisfied when you consumed Goldstar cookies?

Were you satisfied w hen you consumed Gold Star

Cookies?

20%

12%

10%

28%

30%

Taste Price Bite Packaging Value for money


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Value for money was attributed was the most influencing factor that

determined the purchase decision. Packaging also is an important factor that

determines the favourability of brand in the minds of he consumer. The matte

finished on the packaging is more liked as opposed to the glossy finish.

Do you think the quantity of cashew and butter in Goldstar cookies is

equivalent to that of the competitor?

Do you think the quantity of cashe w/butter in Gold Star

cookies is equivalent to that of competitors?

32%

68%

Yes No

The majority of the respondents revealed that the quantity of butter and

cashew is less as compared to that of the competitor. The insight that we

gained from this question is that the competitor has small bits of cashew

visible on the biscuit which is absent in Goldstar cookies.

Are the Goldstar cookies available at the places you shop?


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Are the biscuits available to you at the places w here you

usually shop?

99%

1%

0%

20%

40%

60%

80%

100%

120%

Yes No

99% of the respondents replied in favour of the availability of Goldstar

cookies. Thereby revealing the strong distribution channel and effective sales

management on part of Goldstar cookies.

How do you rate Goldstar cookies as a product?

How would you rate Gold Star Cookies as a product?

6%

36%40%

16%

2%

0%

10%

20%

30%

40%

50%

Excelle

nt

Very

Goo

dGoo

dFa

irPo

or


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Goldstar cookies were rated as a good product by the majority of consumers. The

overall response was positive in parameters ranging from taste, packaging and

price.

2% of respondents gave a negative feedback as they were resistant to change and

made a direct comparison with competitor giving it preference over the visibility

of cashew and the size of the biscuit appearing to be bigger.

Do you like the Goldstar packaging?

99%

1%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Yes No

Do you like its packaging?

The survey revealed that the packaging is liked by the consumers. The packaging

plays an important role in determining brand preference especially in modern

trade. The matte finish of the chocolate variants is most liked as opposed to the

glossy finish of butter and cashew.


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Have you seen the Goldstar cookies advertisement?

Have you seen the Gold Star Cookies advertisement?

82%

18%

Yes No

The survey revealed that 82% of the consumers have been exposed to the

communication message of the brand. The exposure increased during the IPL.

Despite of TVC being the only medium it was been effective in awareness of the

brand and breaking through the clutter of existing brands operating in the cookie

segment.

What in the advertisement makes you recall the product?

98%

2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Brand A mbassador Servant

What in the ad m akes you recall the product?


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The survey revealed that consumer associate the brand with Amitabh

Bachchan. The brand ambassador is beneficial in facilitating brand awareness.

The attributes the brand ambassador of quality are transferred on to the brand

and hence there is a favourable recall in the minds of the consumer

What attribute of the product is the most favoured by you?

What attribute of the product you like the most?

47%

42%

11%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Taste Mouthful Experience Crunch

The survey revealed the taste is the most preferred attribute followed by the

mouthful experience and richness of cashew, butter and chocolate. However, the

respondents pointed that the crunch of the cookie was amiss.


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Do you find Goldstar as a value for money product?

Do you find Gold Star Cookies as a value for money

product?

87%

13%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Yes No

The majority respondents believed that Goldstar is a value for money product,

The cashew butter and chocolate variants in both base and family packs are

regarded as value for money products.

Do you think that Goldstar cookies can compete with gooday and turn out

to be better?


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Do you think that Gold Star Cookies can compete with

Gooday and turn out to be better?

38%

62%

Yes No

The survey revealed that all respondents have a fixed brand preference that

have been formulated over the years. They are resistant for replacing theyre

regular cookie brand gooday with Goldstar.

FInal Goldstar

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