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I hereby declare that the dissertation work entitled “To Analyze the
Project Report Submitted to Institute of Business Management and
Effectiveness of Sales Promotion of FieldFresh Tomato Ketchup” is a
Technology in Partial Fulfillment of the Requirements of the
record of independent study carried out by me under the guidance of
Mr. P.N Nanaiah, Visiting Faculty, Institute of Business Management
POST GRADUATION DIPLOMA in BUSINESS
and Technology, Bangalore. This dissertation has not formed the basis for
MANAGEMENT
the award previously of any Degree/ PG, or any other similar titles of any
By
university.
Deepak. A
(Reg. No. JJ09006)
INSTITUTE OF BUSINESS
MANAGEMENT AND TECHNOLOGY
BANGALORE
JAN 2010
Date: 15-01-2010
Institute of Business Management and Technology
Bangalore
“To Analyze the Effectiveness of Sales Promotion for FieldFresh’s Tomato Ketchup”
This is to certify that the project Entitled “To Analyze the Effectiveness
dissertation has not formed the basis for the award previously of any
Institution.
Date: 15-01-2010
Bangalore
ACKNOWLEDGEMENTS
Institute of Business Management and Technology
“To Analyze the Effectiveness of Sales Promotion for FieldFresh’s Tomato Ketchup”
DEEPAK.A
CONTENTS
CHAPTER
TOPICS Page No.
No.
Introduction
• The Meaning of Marketing
• Evolution of marketing
• Developmental Stages of Marketing Thought
• Definition of Sales Promotion
• Types of Sales Promotions Based on Target
Market
I
• Sales Promotion Strategies
• Objectives of Sales Promotion
• Tools of Sales Promotion
• Importance of Sales Promotion
• Consumer behavior
• Stages of the Consumer Buying Process
• Types of Consumer Buying Behavior
Research Design
• Statement of the Problem
V
Findings, suggestions,
recommendations and conclusions
Bibliography
Annexure
CHAPTER -1
INTRODUCTION
Marketing was first meant “that combination of factors which had to be taken
into consideration prior to the undertaking of cer6tain selling or promotional
activities.” The essence of marketing was the combination of factors. Blindness to
and ignorance of that combination of factors is the reason for the absence of terms
equivalent to marketing in other languages. Marketing must be regarded not
merely as a business practice, but as a social institution.
Some commentators claim that now it’s on the verge of a fourth stage, one of a
personal marketing orientation. They believe that the technology is available today
to market to people on an individual basis.
“People don’t ask for facts in making up in their minds. They would rather have a
good, soul-satisfying emotion than a dozen facts.” (Robert Keith Leavitt 1939)
“A good sales promotion will stop customers for a moment, cause them to think
about the brand and product, move them to make decision to follow up the sales
promotion”
Promotion can be defined as ‘sum of activities which will enlighten the public about a
brand or a product’. In essence, it creates brand awareness and will keep the customer
‘in the know’. A typical promotional mix consists of Personal selling, sales
promotion, direct marketing, Sponsorships and public relations.
This report tries to critically evaluate and thereby bring out advantages and limitations
– the concept of sales promotion. As the Delmonte campaign was concerned to B to C
campaign, this report will be evaluating consumer sales promotions only. The report
then discusses different sales promotional tools, their objectives and how they are
practically applied in the tomato ketchup campaign.
are essential to the proper marketing of products and companies. There are many
variations of sales promotions and listed below are the 3 kinds of Sales Promos based
on target market:
• GovernmentMarket Directed:
Due to the wide nature of marketing communications target market, sales
promos can span the identification of the Government as part of our market.
Dealings with government agencies and other state related offices will require
a separate marketing plan and a government market directed communications
campaign for your sales promotion will best suit the project.
For example, Uprinting promotions will direct its sales promo to government
A pull strategy attempts to get consumers to "pull" the product from the manufacturer
through the marketing channel. The company focuses its marketing communications
efforts on consumers in the hope that it stimulates interest and demand for the product
at the end-user level. This strategy is often employed if distributors are reluctant to
carry a product because it gets as many consumers as possible to go to retail outlets
and request the product, thus pulling it through the channel. Consumer-promotion
objectives are to entice consumers to try a new product, lure customers away from
competitors’ products, get consumers to "load up" on a mature product, hold &
reward loyal customers, and build consumer relationships.
i. Free samples:
The free samples are sometimes distributed by the shopkeeper even without
purchasing any item from his shop. These are distributed to attract consumers
to try out a new product and thereby create new customers. Some businessmen
distribute samples among selected persons in order to popularize the product.
For example, in the case of medicine free samples are distributed among
physicians, in the case of textbooks, specimen copies are distributed among
teachers.
ii. Premium or Bonus offer: A milk shaker along with Nescafe, mug with
Bournvita, toothbrush with 500 grams of toothpaste, 30% extra in a pack of
one kg. are the examples of premium or bonus given free with the purchase of
a product. They are effective in inducing consumers to buy a particular
product. This is also useful for encouraging and rewarding existing customers.
v. Coupons:
Sometimes, coupons are issued by manufacturers either in the packet of a
product or through an advertisement printed in the newspaper or magazine or
through mail. These coupons can be presented to the retailer while buying the
product. The holder of the coupon gets the product at a discount. For example,
you might have come across coupons like, ‘show this and get Rs. 15 off on
purchase of 5 kg. of Annapurna Atta’. The reduced price under this scheme
attracts the attention of the prospective customers towards new or improved
products.
avail of some benefits. This tool induces customers to buy that product more
frequently to collect the stamps of required value.
Information search--
1. Internal search, memory.
2. External search if you need more information. Friends and relatives
(word of mouth). Marketer dominated sources; comparison shopping;
public sources etc.
deciding.
Information from the companies MM; friends and relatives, store personnel
etc. Go through all six stages of the buying process.
CHAPTER – II
RESEARCH DESIGN
Every businessman wants to increase the sale of goods that he deals in.
Companies come up with schemes like lakhpati bano”, “win a tour to Singapore”,
“30% extra in a pack of one kg”, “scratch the card and win a prize” etc. Some others
with gifts like lunch box, pencil box, pen, shampoo pouch etc. offered free with some
products.
A good definition of sales promotion would be as follows: “An activity
designed to boost the sales of a product or service. It may include an advertising
campaign, increased PR activity, a free-sample campaign, offering free gifts or
trading stamps, arranging demonstrations or exhibitions, setting up competitions with
attractive prizes, temporary price reductions, door-to-door calling, telemarketing,
personal letters on other methods”.
2.3 Hypothesis:
Ho: Sales Promotion will lead to increase in the sales of Del Monte’s Tomato
Ketchup.
Ha: Sales Promotion will not lead to increase in the sales of Del Monte’s Tomato
Ketchup.
Know how a company can build an useful asset (Customer) for its future
requirement as it grows;
2.5 Methodology:
The methodology adopted for conducting the study is Descriptive Research
Design wherein first step involves formulation of objectives and hypothesis designing
the methods of data collection, selecting the sample, data collection, processing and
analysis of the data & reporting the findings.
background information and Part B includes scales to measure and analyze the
Effectiveness of Sales Promotion of Del Monte’s Tomato Ketchup. This
questionnaire in turn assists in evaluating the sales promotion carried out, and then
plotting the score on the graph. The customers were required to spend at least ten
minutes in completing the questionnaire.
A consumer price deal saves the buyer money when a product is purchased.
The main types of price deals include discounts, bonus pack deals, refunds or rebates,
and coupons. Price deals are usually intended to encourage trial use of a new product
or line extension, to recruit new buyers for a mature product, or to convince existing
customers to increase their purchases, accelerate their use, or purchase multiple units.
Price deals work most effectively when price is the consumer's foremost criterion or
when brand loyalty is low.
2. Sweepstakes:
Sweepstakes involve a random drawing or chance contest that may or may not
have an entry requirement. But the use of sweepstakes as a promotional tactic has
grown dramatically in recent decades, partly because of legal changes and partly
because of their lower cost.
3. Premiums.
4. Continuity Programs.
Continuity programs retain brand users over a long time period by offering
ongoing motivation or incentives. Continuity programs demand that consumers keep
buying the product in order to get the premium in the future. Trading stamps,
popularized in the 1950s and 1960s, are prime examples. Today, airlines' frequent-
flyer clubs, hotels' frequent-traveler plans, retailers' frequent-shopper programs, and
bonus-paying credit cards are common continuity programs.
5. Push Money.
CHAPTER -3
COMPANY PROFILE
1985, Maggi Sauces now enjoys a share of about 50% of the market.
3.3 Vision:
“To be the most trusted and innovative provider of branded fresh fruits & vegetables
and processed food products”.
In achieving our Vision, we need to build a sustainable and scalable business by:
• Creating high impact on the society at large and our local environment in
specific
• Zero Tolerance.
To pave the way in farming practices, the company has complied with Global GAP
guidelines not only in company managed farms but across all partner farms. Our
growing partners are spread across the following states:
• Punjab - Baby Corn, French Peas
At Field Fresh, food safety and consumer health is the top most priority. This is
clearly reflected in the manufacturing facility and pack house being certified under:
• Food Safety Management Systems (FSMS) (ISO: 22000:2005).
Environment Health & Safety (EHS) is an integral part of Field Fresh business
practices. Focus on EHS is driven via,
• Process Mapping.
• Reviews of Certifications.
Technical team is also focused on critical processes and development for new
initiatives on new products.
3.8.2 Certifications:
Our Good Agricultural Practices and QMS have enabled us to achieve highest levels of standards
and certifications.
At Field Fresh Foods Pvt. Ltd. we align our business strategies with greater socio-
economic goals. We believe in:
• Nation building beyond the call of duty.
Bharti & Del Monte launches Food & Beverage range offering consumers an exciting
array of value-added products
• Del Monte range of quality products to be available in 15 cities in the first
phase.
2. The Joint Venture also announced plans to set up a greenfield facility near
Hosur to produce a range of Food & Beverage products for the Indian market.
The Joint Venture will make an initial investment of about Rs. 100 crores
towards setting up this facility, which is expected to start operations in 2010.
3. Speaking at the launch, Mr. Rakesh Bharti Mittal, Vice Chairman & Managing
Director of Bharti Enterprises said “We are delighted to bring Del Monte to
India. This is a significant milestone for the company as we make our entry
into the processed food and beverage segments. India’s fast expanding
economy, evolving consumer needs, and the emergence of organised retail
offer tremendous opportunities for growth. Our plan to bring in significant
investment to set up a modern production facility underlines our commitment
to the development of the processed foods sector in India and our intent to
emerge as a leading player.”
• Fruit drinks: Pineapple fruit drink with pulp, Pineapple Orange fruit drink,
and Four seasons fruit drink (Pineapple, Mango, Orange and Guava).
• Italian Range: Range of dry Pasta, table Olives and Olive Oil.
Weakness:
Promotion of products is comparatively not extensive.
The company is having a small sales force with low morale and
professionalism.
Packing of the product is not attractive.
High price rate of Ketchup and Fruit juice when compared to its competitors.
Poor distribution channel and irregular visits to market.
Opportunity:
• Wide market still remains unexplored.
• People are getting more health conscious.
• Strong brand image of Del Monte also becomes USP for outlets,
restaurants.
• Can increase its market shares by advertisements and aggressive
marketing.
• Company has license to serve package of tomato ketchup and fruit
drinks in all over India so company can easily gain access to other states.
• Attract customer traffic and maintain brand/company loyalty.
Threats:
• Kissan, Maggi and other companies are serving packaged fruit drinks, tomato
ketchups in all over India. Competitions from other companies are well
established operating in the market.
• Consumers are becoming more brand loyal rather than quality conscious.
• Attractive schemes are provided by the competitors for their brand promotion.
• Heinz and Smith & Jones are trying to capture the market.
• Local players are growing at a very fast rate especially at bus stands and
railway station area.
CHAPTER -4
Data analysis is more than number crunching. It is an activity that permeates all stages
of a study. Concern with analysis should
• Begin during the design of a study.
• Become the focus of attention after data are collected.
• Be completed only during the report writing and reviewing stages.
After the data are collected, evaluators need to see whether their expectations
regarding data characteristics and quality have been met. Choice among possible
analyses should be based partly on the nature of the data. The study questions govern
the overall analysis, of course. But the form and quality of the data determine what
analyses can be performed and what can be inferred from them.
Thus the following is the analysis for the project on “To Analyze the Effectiveness of
Sales Promotion for Del Monte’s Tomato Ketchup” is conducted through
questionnaires and observation. The purpose of the study is to find out the following:
• To study the customer awareness of Del Monte’s Tomato Ketchup.
• Measuring the Effectiveness of Sales Promotion for Tomato Ketchup of the
company.
• Identify the customer attitude towards Del Monte’s Tomato Ketchup.
• To make various suggestions on the improvement of Del Monte’s sales
promotion.
Thus, the data for the study is collected by administering a structured questionnaire to
120 respondents belonging different category in sex, language and lifestyle across
Bangalore.
Table 4.1
Number of Percentage
Sl. No Particulars
Respondents (%)
1 Retail Outlets 44 36
2 Neighborhood Stores 20 16
3 Departmental Stores 44 36
4 Brand Specific Stores 12 12
TOTAL 120 100
Analysis:
It is clear from the above table that 44 respondents out of 120 purchase their
monthly grocery/provisions in retail outlets. 20% respondents are of the opinion that
they often buy their monthly grocery/provisions in neighborhood. 44 respondents out
of 120 (36%) are op the opinion that they buy their monthly grocery/provisions in
departmental stores and 12 respondents in brand specific stores.
Graph 4.1
Inference:
It is inferred from the above analysis that most of the respondents under study visit
retail outlets and departmental stores to buy their monthly groceries. Consumers opted
for retail outlet because shopping for groceries is no longer a strenuous and
uncomfortable affair. It is a pleasurable experience. Some of the reasons for more and
more customers going in for retail outlets are changing life styles and tastes,
increasing disposable income, impact of western lifestyle and so on.
Table 4.2
2. Preferred retail outlet consumers go in for to buy Tomato ketchup product?
Number of Percentage
Sl. No Particulars
Respondents (%)
1 More 12 10
2 Reliance Fresh 16 14
3 Spencer’s 8 7
4 Spar 4 3
5 Total 4 3
6 Food Bazaar 72 60
7 Star Bazaar 4 3
TOTAL 120 100
Analysis:
Graph 4.2
Graph showing customers mostly preferred retail outlet to buy Tomato ketchup
products.
Inference:
From the above analysis it is clear that majority of the respondents prefer Food Bazaar
to buy Tomato Ketchup. This is because FOOD BAZAAR is the country’s leading
chain of stores for the homemaker. They aim to continuously add value to the
consumers shopping basket.
Table 4.3
3. Brand of tomato ketchup products do customer use?
Respondents (%)
1 Kissan 72 60
2 Maggi 24 20
3 Heinz 12 10
4 Smith & Jones 4 3
5 Del Monte 8 7
TOTAL 120 100
Analysis:
It is viewed from the above exhibit that 60% of the total respondents agree that
the customer use Kissan tomato ketchup. 20% respondents Maggi and 12 out of 120
agree with Heinz. 3% of them agree with Smith & Jones and 8 out of 120 agree that
the customer use Del Monte.
Graph 4.3
Inference:
From the above it can be inferred that the most preferred brands for a tomato ketchup
is Kissan and Maggi. Kissan because it is the number one brand in Tomato Ketchup.
Quality is the main factor on which Maggi Tomato Ketchup emphasize on. The new
entry such as Hienz and Delmonte are popular in US but it India it need time to catch
hold of customer.
Table 4.4
4. Consumer’s reasons for going to a particular retail store.
Respondents (%)
1 Availability of 52 43
Products
2 Good service 0 0
3 Price discounts 12 10
4 Quality 20 17
5 Convenient Location 36 30
6 Good Ambience 0 0
TOTAL 120 100
Analysis:
It is viewed from the above exhibit that 52 out of 120 respondents say that they go for
a retail outlet because of the availability of products, 10% (12 out of 120) agree upon
price discounts. 17% respondents view quality is that factor, 36 out of 120
respondents for convenient location and none opted for good ambience and good
service.
Graph 4.4
Inference:
Usually customers are keen at availability of products and convenient location where
they require less time to shop in a particular retail outlet. Retail outlet are usually
placed in convenient location because as it helps the customers to easily identify the
outlets. It also helps in building trust with customers by having a physical shop at
convenient location. These outlets on the other hand also offer a wide range of
products offered by various companies.
Table 4.5
Number of Percentage
Sl. No Description
Respondents (%)
1 Yes 68 57
2 No 52 43
TOTAL 120 100
Analysis:
It is clear from the above table that 57% (68 out of 120) of the respondents go
for buying products offered in cross promotion. 43% (52 out of 120) respondents say
that they don’t buy products offered in cross promotion.
Graph 4.5
Inference:
It is evident that from the above graph that most of customers do opted for
cross promotional schemes. These schemes pour new life into a brand by making the
brand accessible or attractive to new customers or increasing the brand penetration
through new products.
Table 4.6
6. Table showing the Cross promotion schemes that customers would like
participate in.
Respondents (%)
1 Cash Discount 20 17
2 Free sachets 16 13
3 Free gifts 28 23
4 All above 32 27
5 No such schemes 24 20
TOTAL 120 100
Analysis:
From the above table it is evident that 17% (20 out of 120) respondents would go in
for cash discounts and 13% (16 out of 120) for free sachets, 23% of respondents do
go for free gifts. However, some of the respondents i.e., 27% (32 out of 120) are will
for all schemes and 20% are not interested in such schemes.
Graph 4.6
Graph showing the Cross promotion schemes that customers would like participate in
Inference:
From the above it can be inferred that a good number of respondents feel that they
would participate in all types of cross promotional schemes offered to them by
companies. The Indian customer always wants full value for his money and this is
what is provided by the various promotional schemes in the market. The cross
promotions also help the company to offer the customers a chance of using other
products of the same company.
Table 4.7
7. Does customer buy products which have Garlic /Onion paste in it (Tomato
Ketchup)
Number of Percentage
Sl. No Description
Respondents (%)
1 Yes 80 67
2 No 40 33
TOTAL 120 100
Analysis:
It is clear from the above table that more than half of the respondents i.e. 80 out of
120 (67%) feel that customer buy products which have such variation of that of
garlic/onion flavor in it. Whereas, 40 out of 120 respondents would not like to try out
such variations in tomato ketchup.
Graph 4.7
Graph showing that customer buy products which have Garlic /Onion paste in it
(Tomato Ketchup)
Inference:
Therefore from the above analysis it can be inferred that the majority of the
respondents go for certain variations in the taste of tomato ketchup.
Table 4.8
Number of Percentage
Sl. No Particulars
Respondents (%)
1 Once a month 24 20
2 0-6 months 68 57
3 Year back 4 3
4 Right now 0 0
TOTAL 120 100
Analysis:
From the above table it is evident that 20% (24 out of 120) respondents agree that
they buy tomato ketchup once a month and 57% (68 out of 120) fell they will
purchase once in six months. However, only handful of them i.e, 4 out of 120 but
yearly once.
Graph 4.8
Inference:
From the above it is inferred that most of respondents buy tomato ketchup
once in 6 month. This is because ketchup follow two purchase patterns, In regular
ketchup households, it is purchased at the beginning of every purchase cycle when
monthly non-durable items are bought. The second group is of those households
where ketchup has an occasional use, it is usually an impulse purchase, from the local
retailers and the main purchaser is the housewife with key influencers being children.
Table 4.9
Number of Percentage
Sl. No Description
Respondents (%)
1 Yes 78 65
2 No 42 35
TOTAL 120 100
Analysis:
It is clear from the above table that majority of the respondents i.e. 78 out of
120 (65%) feel that there open to other variants. Whereas, 42 out of 120 respondents
are of the opinion that they are not open.
Graph 4.9
Graph showing that does customer be open to other variants.
Inference:
Thus the above study reveals that the majority of the respondents feel that they are
open to other variant because in recent days customer is in verge of tasting different
variety of dishes. In order to satisfy they are much obliged. But there are some cases
where respondents do not go for other variants this is due to the taste that has been
much privileged in these products.
Table 4.10
10. The most preferable offering customers consider while purchasing the
ketchup.
Number of Percentage
Sl. No Particulars
Respondents (%)
1 Price 4 3
2 Scheme 0 0
3 Brand Name 16 13
4 Quality 72 60
5 Taste 28 24
Analysis:
It is viewed from the above exhibit that 3% of the respondents think that they consider
price while purchasing and 13% of them on brand name. On the other hand, 60% of
respondents consider quality, 28 out of 120 respondents go for taste before purchasing
the product. Finally no one opted for scheme offerings.
Graph 4.10
Graph showing that most preferable offering customers consider while purchasing the
ketchup.
Inference:
Thus the above study reveals that the majority of the respondents feel that they feel
that quality plays a vital role in purchasing the product and next the taste and finally
the brand name. Quality is the main factor on which any Tomato Ketchup should
emphasis and it becomes a main strength for the company to have an edge over its
competitors. Customers also look for reliability in tomato ketchup, it should guarantee
that is no matter which pack a person picks up he would be provided with the same
taste, aroma & seasoning.
Table 4.11
11. Do customers aware of some Del Monte’s products.
Number of Percentage
Sl. No Description
Respondents (%)
1 Yes 46 38
2 No 70 58
3 Somewhat 4 4
TOTAL 120 100
Analysis:
A large portion of the total universe constituting 58% of customer says they
are not aware of Del Monte. Only 38% (46 out of 120) respondents feel that they are
aware of and 4% are somewhat aware of products.
Graph 4.11
Inference:
Thus the above study reveals that the majority of the respondents feel that they
are not aware of Del Monte and some respondents who were recent visitors to US are
fond of knowing that it is been launched in India. But during the survey we noticed
that customers are somewhere not sure of the existence/availability of the products of
Del Monte. This certainly means that by proper promotion done in all outlets can
create awareness of the products offered by Del Monte.
Table 4.12
12. The demographic composition of the customers during the promotions of Del
Monte’s Tomato ketchup.
Number of Percentage
Sl. No Description
Respondents (%)
1 Male 52 43
2 Female 68 57
TOTAL 120 100
Analysis:
From the above table it is evident that all (57%) of the respondents are female
and 43% of the respondents are male. So, one can analyze that the maximum number
of respondents are usually female.
Graph 4.12
Graph showing demographic composition of the respondents during the promotions
of Del Monte’s Tomato ketchup.
Inference:
Thus the above study reveals that majority of respondents contacted during the
promotions of Del Monte’s Tomato Ketchup were female. This is usual because the
need and wants are better known to the female counterpart in any family in India.
Table 4.13
13. The ages of the customers when collected through survey
Number of Percentage
Sl. No Description
Respondents (%)
1 Under 25 years of age 61 51
2 25-34 28 23
3 35-54 25 21
4 Above 55 6 5
TOTAL 120 100
Analysis:
From the above table it can be observed that 51% of the respondents are under
the age of 25 years and 23% of respondents are 25-34 years of age. 21% respondents
say that they are 35-54 years of age and 5% visits the outlets are above 55 years of
age.
Graph 4.13
Inference:
Thus the above study reveals that the majority of the respondents feel that the
frequency of ages less than 25 years are quite often in retail outlets because they are
much attracted to buy the products rather than 23-34 years of age. This typically
means that the responses of 34-54 years are comparatively same response in
demographic analysis. Its relevant to say that the ages above 55 years are not quite
often because during their old age period some do not prefer to go to these outlets.
Table 4.14
14. Shopping frequency of the respondents.
Number of Percentage
Sl. No Description
Respondents (%)
More than twice a 36 30
1
week
2 Once a week 51 42
Several times a 26 22
3
month
4 Once a month or less 7 6
TOTAL 120 100
Analysis:
It is viewed from the above table that 30% of the respondents visits the outlet
more than twice a week. 51 out of 120 respondents visit once a week and 22% (26 out
of 120) visit several times. 6% of the respondents visit once in a month or less.
Graph 4.14
Inference:
It is clear from the above analysis that majority of respondent shop once in a
week but there are some cases where they shop twice in a week. This usually happens
when customer have a tendency to go for freshly available stocks in these stores. Most
of them shop several times in a month they are the typical behavior seen among
Indian customers. But the middle class families shop only once in a month this is due
to the salary received only once in a month.
Table 4.15
15. How did you like Del Monte’s rich and natural tomato
ketchup?
Number of Percentage
Sl. No Description
Respondents (%)
1 Great Taste 27 22
2 Good 92 77
3 Not Good 1 1
TOTAL 120 100
Analysis:
It is clear from the above table that 22% of the respondents say great taste. On
the other hand 77% of respondents say that the taste is good and 1% say not good.
Graph 4.15
Graph showing the average of all outlets response of Del Monte rich and natural
tomato ketchup?
Inference:
It is clear from the above graph that majority of customer tasted the product
during the sampling; we found that the response was pretty good as they liked the
taste of tomato ketchup. They were some respondent who didn’t like the product but
when approached to know the reason they were oriented to brand. This is seen by
direct observation of the customer response.
Table 4.15a
• Multiplex Supermarket response
Number of Percentage
Sl. No Description
Respondents (%)
1 Great Taste 20 16
2 Good 98 82
3 Not Good 2 2
TOTAL 120 100
Analysis:
It is viewed from the above exhibit that majority of the respondents think that
the taste is good, 16% of respondents say great taste and 2% say the taste was not
good.
Graph 4.15b
Inference:
It is clear from the above graph that majority of customer tasted the product
during the sampling; we found that the response was pretty good as they liked the
taste of tomato ketchup. They were some respondent who didn’t like the product but
when approached to know the reason they were oriented to brand. This is seen by
direct observation of the customer response.
Table 4.15c
• Hari Om Supermarket response
Number of Percentage
Sl. No Description
Respondents (%)
1 Great Taste 25 21
2 Good 94 78
3 Not Good 1 1
TOTAL 120 100
Analysis:
It is viewed from the above exhibit that majority of the respondents think that
the taste is good i.e. 78%, 21% say great taste and 1 % say the taste is not good.
Graph 4.15c
Inference:
It is clear from the above graph that majority of customer tasted the product during
the sampling; we found that the response was pretty good as they liked the taste of
tomato ketchup. They were some respondent who didn’t like the product but when
approached to know the reason they were oriented to brand. This is seen by direct
observation of the customer response.
Table 4.16d
Number of Percentage
Sl. No Description
Respondents (%)
1 Great Taste 22 18
2 Good 98 82
3 Not Good 0 0
TOTAL 120 100
Analysis:
It is viewed from the above exhibit that majority of the respondents think the
taste of the ketchup is good i.e. 82% and 18% say it as great taste and none of the
respondents think that it is not good.
Graph 4.16d
Inference:
It is clear from the above graph that majority of customer tasted the product
during the sampling; we found that the response was pretty good as they liked the
taste of tomato ketchup. They were some respondent who didn’t like the product but
when approached to know the reason they were oriented to brand. This is seen by
direct observation of the customer response.
Table 4.17e
• Family’s Supermarket response
Number of Percentage
Sl. No Description
Respondents (%)
1 Great Taste 41 34
2 Good 79 66
3 Not Good 0 0
TOTAL 120 100
Analysis:
From the above table it is evident that all (34%) of the respondents say great
taste and 66% of the respondents say the taste is good. 0% of the respondents think
the taste is not good.
Graph 4.17e
Inference:
It is clear from the above graph that majority of customer tasted the product
during the sampling; we found that the response was pretty good as they liked the
taste of tomato ketchup. They were some respondent who didn’t like the product but
when approached to know the reason they were oriented to brand. This is seen by
direct observation of the customer response.
STASTICAL ANALYSIS
Z Test
Objective:
Ho: Sales Promotion will lead to increase in the sales of Del Monte’s Tomato
Ketchup.
Ha: Sales Promotion will not lead to increase in the sales of Del Monte’s Tomato
Ketchup.
H0 : µHo =117.50
Ha: µHo ≠ 117.50
18749.23
X = 4118/35= 117.65
σp = ∑( X −x )
2
/ n −1 = 18749 .23 / 35 −1 = 551 .447 = 23.48
z = X - µHo
σp / n
CHAPTER – V
SUMMARY OF FINDINGS, CONCLUSIONS AND
SUGGESTIONS
Majority of
o Consumers opted for retail outlets and departmental stores to purchase
their monthly provisions.
o Respondents aim is continuously added value to the consumers
shopping basket.
o Respondents go for the number one brand Kissan in Tomato Ketchup.
o Retail outlets are usually placed in convenient location and availability
of products because as it helps the customers to easily identify the
outlets.
o Respondents select these schemes to pour new life into a brand by
making the brand accessible or attractive to new customers in cross
promotional schemes.
o Them inferred that a good number of respondents feel that they would
participate in all types of cross promotional schemes.
o Go for certain variations in the taste of tomato ketchup.
o Follow two purchase patterns; it is purchased at the beginning of every
purchase cycle when monthly non-durable items are bought.
o Feel that they are open to other variant because in recent days customer
is in verge of tasting different variety of dishes.
o Quality is the main factor on which any Tomato Ketchup should
emphasis and it becomes a main strength for the company to have an
edge over its competitors
o Certainly mean that by proper promotion done in all outlets can create
awareness of the products offered by Del Monte.
o Needs and wants are better known to the female counterpart in any
family in India.
o Consumers are of frequency of ages less than 25 years are quite often
in retail outlets because they are much attracted.
5.2 Conclusions:
Sales promotions have become a vital tool for marketers and its importance has
been increasing significantly over the years. In India, sales promotions expenditure by
various marketing companies is estimated to be Rs 5,000 crores and the emphasis on
sales promotion activities by the Indian industry has increased by 500 to 600 percent
during the last 3 to 5 years.
The research was helpful to gain some knowledge about the organization and
also about sales promotion conducted by us. According to the data collected it is
recorded that the level of discounts offered is low. Hence company should try to
provide more discounts on the product. They should also increase the visibility of the
product in Retail Stores and hence effective distribution network because in the
survey conducted by us we found that majority of respondents opted for Food Bazaar.
5.3 Recommendations:
Sales promotion is an initiative undertaken by FieldFresh to promote an
increase its sales, usage or trial of product tomato ketchup. Sales promotions are
varied. Some of the other techniques that FieldFresh can adopt in order to increase its
sales turnover are as follows: