AMUL BrandScan'07 Report

PROJECT REPORT
AMUL
Need Gap Analysis of Cold Beverag es Consumers, Association Study of Brand Amul Kool & User Imag er y of Amul Kool Project Leader: Mr. Harish Gehlot
T. A. Pai Management Institute, Manipal-576104, Karnataka Tel No: 0820 - 2572488

brandscan@mail.tapmi.org
Need Gap Analysis of Cold Beverages Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool
AC K N OW L E D G E M E N T
I take this opportunity to acknowledge all the help and support I received from various quarters without which this project would not have been successfully completed. To begin with, I would like to express my gratitude towards Gujarat Co-operative Milk Marketing Federation for bestowing us with an opportunity to work on this project. I would like to thank Mr. J. Rajan, Assistant General Manager, GCMMF, Chennai, for extending his support at all stages of the project. I would also like to extend my heartfelt gratitude to Prof. R. C. Natarajan for his continuous guidance through the project. I would also like to thank the other faculty of TAPMI for their support. I would also take this opportunity to thank the Convener and Projects Committee of BrandScan 2007 for facilitating the project completion. I value the effort of my Support Group and other team members from PGP II, and appreciate the wholehearted support extended by my team members from PGP I. I would also like to thank the residents of Udupi and Manipal for providing us with the required research data.
For Team Amul Harish Gehlot Project Leader
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BrandScan 2007 T. A. Pai Management Institute, Manipal
E X E C U T I V E S U M M A RY
Data Objective Top of the Mind Recall
* (numbers in parenthesises are the percentage of responses representing the first recalled brand name in the category)
Key Findings and Observations Pepsi (25), Coca Cola (24), Amul Kool (11), Other Carbonated Drinks (4), Other Juices (19); Observation: Segment is closely associated and dominated by carbonated beverages. Pepsi (93), Coca Cola (96), Thums Up (47), Maaza (33), Amul Kool (24), Appy Fizz (22); Observation: People know about the brand Amul Kool. Pepsi, Coca Cola, Limca, Frooti (all 100), Appy Fizz, Mountain Dew, Maaza (98 to 99), Amul (94) Observation: Amul Kool has the lowest recognition amongst the surveyed brands. 1. Taste 3. Health 1. Brand 3. Habitual 5. Socialization 1. Travelling 3. Snacks Supplement 5. Along with meals 7. Alternative to food 2. Thirst Quenching 4. Energy 2. Relaxation 4. Rejuvenation 6. Style 2. Parties 4. In-between work 6. With Breakfast
Research Objective : To measure the Brand Awareness and Category Recall of Amul Kool
Unaided Recall
* (numbers in parenthesises are the percentage of people who could recall the particular brand without any aid)
Aided Recall
* (numbers in parenthesises are the percentage of people who could recognise the particular brand when names were mentioned)
Research Objective : To identify the Benefits and Purchase Drivers of Cold Beverages Ranking of Functional Benefits Ranking of Purchase Drivers Experiential Ranking of Purchase Drivers Occasion-driven
Research Objective : To map the Brands on Benefits and Purchase Drivers Rating of Amul Kool and competitors on Benefits
*( Gap is the difference between Amul Kools score and that of the highest scoring brand as a percentage of the latter )
1. Taste: Amul Kool rated Average with a GAP of 8% 2. Thirst Quenching: Amul Kool rated Lowest with a GAP of 15%
(Note that Taste and Thirst Quenching Ability are the most important benefits as ranked by the respondents)
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool Rating of Amul Kool and competitors on Experiential Purchase Drivers 1. Brand: Amul Kool rated just below Average with a GAP of 11% 2. Relaxation: Amul Kool rated 2nd Lowest with a GAP of 10% Rating of Amul Kool and competitors on Occasion-driven Purchase Drivers 1. Travelling: Amul Kool rated Lowest with a GAP 19% 2. Parties: Amul Kool rated Lowest with a GAP of 4%
Research Objective : To determine the Brand Association of Amul Kool Agreement/disagreement of respondents on identified associations, customers perceptions on what they think about Amul Kool.
*(Strength Scale: Comparison with Competitors; Uniqueness Scale: Shared, Non Unique, Somewhat Unique, Unique & Very Unique; Favourability: On the basis of ranks given by the respondents)
Association with Benefits: a) I think following drinks are tasty => Strength: 2nd highest after Frooti , Uniqueness: Unique Association, Favourability: 1st Ranked Benefit b) These brands quench my thirst => Strength: Weakest, Favorability: 2nd Ranked Benefit Association with Experiential Benefits: a) I can relax while drinking => Strength: Strong, Uniqueness: Somewhat unique, Favourability: 2nd Ranked Factor Association with Occasion Driven Drivers: a) While traveling, I have it => Strength: Very Low, Uniqueness: Non-unique Association Favourability: 1st Ranked factor b) These brands, I have in parties=> Strength: Negligible, Favorability: Very Important Association through Projective Technique: Strongly Associated with Milk: No other cold beverage has the same association (Very unique) Moderately Associated with Health (Real, Tropicana, Nandini, & Frooti having the same association) Celebrity Association: Strongly Associated with Sportsmen : Sachin Tendulkar, Virendra Sehwag, Sania Mirza, and Harbhajan Singh Research Objective : To determine the Brand Personality and User Imagery Open ended questions to capture what Amul Kool would be if it were a person, and Rating on Semantic Differential Scale 3
1. Brand Personification: A Cool and Healthy person 2. User Imagery (Rating on Semantic Differential Scale): Health Conscious and Educated
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool
TABLE OF CONTENTS
1 PROJECT BACKGROUND .............................................................................7 1.1 COMPANY BACKGROUND.......................................................................................8 1.2 MANAGEMENT PROBLEM .......................................................................................9 1.3 RESEARCH OBJECTIVE(S) .....................................................................................10 2 RESEARCH METHODOLOGY ................................................................... 12 2.1 RESEARCH PROCESS ............................................................................................13 2.1.1 2.1.2 2.1.3 Pre BrandScan (Exploratory Research Phase).......................................13 BrandScan Phase (Disguised Conclusive Research) .............................15 Post BrandScan Phase (Validation Conclusive Research).....................16
2.2 RESPONDENTS PROFILE .......................................................................................16 2.3 RESEARCH TOOLS................................................................................................16 3 ANALYSIS....................................................................................................... 18 3.1 BRAND AWARENESS, CATEGORY RECALL AND RECOGNITION ............................19 3.2 PRODUCT BENEFITS AND PURCHASE DRIVERS ....................................................22 3.3 BRAND MAPPING/BRAND PERCEPTION................................................................27 3.4 BRAND ASSOCIATION FOR AMUL KOOL ..............................................................42 3.5 BRAND PERSONALITY AND USER IMAGERY.........................................................54 4 CONCLUSIONS AND RECOMMENDATIONS ........................................56 4.1 CONCLUSIONS .....................................................................................................57 4.2 RECOMMENDATIONS ...........................................................................................58 5 6 ANNEXURE ...................................................................................................60 TEAM AMUL..................................................................................................83
LIST OF FIGURES
Figure i : Top-of-the-mind recall of various brands ........................................ 19 Figure ii : Unaided recall of various brands....................................................... 20 Figure iii : Functional based benefits.................................................................. 23 Figure iv : Experiential or emotional benefits................................................... 24 Figure v : Need Gap Analysis for Amul Kool .................................................. 37 Figure vi : Perceptual map for functional based benefits................................ 38 Figure vii : Perceptual map for experiential or emotional benefits................ 40 Figure viii : Perceptual map for occasion-driven reasons for consumption 41 Figure ix : User Imagery for Amul Kool............................................................ 55
LIST OF TABLES
Table i : Growth in GCMMF portfolio ............................................................... 8 Table ii : Research Tools used for the Analysis ................................................ 17 Table iii : Brand recognition in terms of percentage of respondents............ 21 Table iv : Ranking of functional based benefits................................................ 23 Table v : Ranking of experiential or emotional benefits ................................. 25 Table vi : Trend shown by occasion-driven reasons for consumption......... 25 Table vii : Importance of occasion-driven reasons for consumption ........... 26 Table viii : Trend shown by functional based benefits for various brands .. 29 Table ix : Ranking of functional based benefits for Amul Kool.................... 29 Table x : Trend shown by experiential or emotional based benefits for various brands ........................................................................................................ 31 Table xi : Ranking of experiential or emotional based benefits for Amul Kool ......................................................................................................................... 32 Table xii : Trend shown by occasion-driven reasons for consumption for various brands ........................................................................................................ 34 Table xiii : Ranking of occasion-driven reasons for consumption for Amul Kool ......................................................................................................................... 35 Table xiv : Need Gap Analysis for Amul Kool ................................................ 36 Table xv : Brand Association depicting Strength, Uniqueness, and Favourability........................................................................................................... 50 Table xvi : Brand Association through projective technique.......................... 51 Table xvii : Celebrity Association through projective technique ................... 52 Table xviii : Brand Meaning through projective technique............................. 53 Table xix : Brand Personality through projective technique........................... 54
1 PROJECT BACKGROUND
1.1 COMPANY BACKGROUND .............................................................................. 8 1.2 MANAGEMENT PROBLEM .............................................................................. 9 1.3 RESEARCH OBJECTIVE(S) ............................................................................. 10
1.1 COMPANY BACKGROUND

AMUL, registered on 14 December 1946, is a dairy cooperative movement in India. It is marketed and managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which is the largest food products marketing organisation in India. The product range includes milk powder, liquid milk, flavoured milk, sweetened condensed milk, infant milk, butter, ghee, cheese, chocolate, ice cream, yoghurt, cream, Indian sweets, pizza and health food drinks. Besides the Indian market, AMUL has penetrated into overseas markets such as Mauritius, United Arab Emirates, USA, Bangladesh, Australia, China, Singapore, Hong Kong and some South African countries. GCMMF Portfolio Growth on last year (in value) Milk Procurement Sales (Overall) Sales Amul Milk Sales Amul Ghee & Sagar Sales Milk UHT Sales Flavoured Milk Segment Sales Cheese Sales Amul Lite & Delicious Margarine 4.5 percent 13.4 percent 40 percent 28 percent 25 percent 55 percent 20 percent 58 percent
Table i : Growth in GCMMF portfolio
The milk procurement in year 2006-2007 was 6.7 million Kg per day and the combined sales was Rs. 42.77 billion. Amul has managed to register double-digit value growth in Butter and Milk Powders. Moreover, it has launched Probiotic and Sugar-free Ice-cream during last year to cater to the growing health conscious segment. New range of chocolates with world-class packaging, under the brand name Amul Chocozoo, has been launched.
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool Challenges: At present, the organized sector (both cooperative and private) and the traditional sector are catering to milk market in India. Recent changes in the preferences of the Indian consumer, attracted by supermarkets and malls, are heading towards a different retail format. This puts forth a challenge for dairy parlours that are a part of traditional retail sector. Competition is also on a rise with other cold beverages available in the market due to these changes in retailing. Amul is coming up with its own Amul Preferred Outlets (APOs) all across the country to fight such competition. Other challenges that add to the struggle of dairy industry include the recent ban on export of milk powder and massive loss in milk procurement due to rains and floods in June and August in 2006. The increase in international SMP prices from US$ 3000 per MT to US$ 5000 per MT due to the ban has resulted into an opportunity loss of realization of better prices that Indian dairy industry could have obtained due to removal of subsidy in Europe and a recent drought in Australia. The Brand Amul Kool Product The variants include flavoured milk, chocolate milk, Kool Caf in various packaging like glass bottles, cans, and tetra-packs in various sizes and flavours. Promotion It is promoted as a health and energetic drink. The name Kool suggests targeting the youth. Price The price range of its products or variants is Rs. 10.00 to Rs. 20.00. Place The product is made available at parlours, retail outlets, and kirana stores.
1.2 MANAGEMENT PROBLEM

The management problem behind this project was the observations of the dip-stick study conducted on Amul Kool by Project Committee members of TAPMI. The study 9 BrandScan 2007
T. A. Pai Management Institute, Manipal
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool also suggested probable research objectives. These research objectives were discussed thoroughly with Mr. J. Rajan, General Manager, GCMMF Ltd., Chennai. The research objectives selected are mentioned below. From the interactions with Mr. J. Rajan we found that he was deeply concerned about finding out not satisfactorily met needs by cold beverages category at present, especially by Pepsi and Coca Cola who are market leaders. The objective behind this as understood by research team is that Amul Kool wants to target the market served by Pepsi and Coca Cola. If Amul Kool can capture a significant pie of their (Pepsi/Coca-Cola) market and increase the market at the same time, Amul Kool would have a sizeable market to serve. Association study and user imagery were seen as important tools to suggest marketing strategies for the above mentioned market segment.
1.3 RESEARCH OBJECTIVE(S)

RESEARCH OJECTIVE 1: To measure the Brand Awareness and Category Recall of Amul Kool To measure the depth (Top of the mind, Unaided and Added recall) of the brands presence in the consumers mind. Awareness will be the first step to tap the cold beverage market. Also, whether people perceive Amul Kool as a part of the cold beverages segment. RESEARCH OBJECTIVE 2: To identify the Benefits and Purchase Drivers of Cold Beverages To identify what are the major purchase drivers in this segment, so that Amul Kool can embrace these purchase drivers in its offering. RESEARCH OBJECTIVE 3: To map the Brands on Benefits and Purchase Drivers To measure the performance of various brands on purchase drivers in the consumers mind, in order to identify competitive positions for Amul Kool. This will help to identify not satisfactorily met needs of the consumers by any of the present offerings as well as 10
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool the gap in meeting identified needs of the consumer by Amul Kools offering. Also it will provide discriminating power of various purchase drivers. RESEARCH OBJECTIVE 4: To determine the Brand Association of Amul Kool To understand what Amul Kool stands for (image of Amul Kool) in the consumers mind on various parameters (functional, emotional brand association), and measuring strength, uniqueness and favourability of these associations. Use this data to strategize which are the most favourable associations that Amul Kool should position on. RESEARCH OBJECTIVE 5: To determine the Brand Personality and User Imagery To understand what Amul Kool stands for in the consumers mind as a personality and what they think about the users of Amul Kool. These parameters are part of emotional association of a brand, and measuring strength, uniqueness and favourability of these associations. Use this data to strategize which are the most favourable associations that Amul Kool should position on.
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2 RESEARCH METHODOLOGY
2.1 RESEARCH PROCESS ..........................................................................13 2.2 RESPONDENTS PROFILE .....................................................................16 2.3 RESEARCH TOOLS .............................................................................16
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Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool Based on the research and business objectives, a cross sectional study was carried out that represents a snapshot at a point of time. The research comprised qualitative primary research and quantitative primary research. The information collection was done broadly at three levels. Following is the brief of the research methodology.
2.1 RESEARCH PROCESS

The three phases of research are explained in detail below. Work Flow:
Qualitative Exploratory Research Phase FGDs, In-depth Interviews Quantitative Exploratory Research Questionnaire formed on the basis of earlier research phase, Factor analysis was done Designing of games to collect data through disguised approach Game Design
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Conclusion and Recommendations Inferences from data analysis and Recommendations
Data Analysis Using Appropriate Statistical Techniques
BrandScan 2007 Continuous monitoring on conduction of the games to ensure validity of the data collected
2.1.1
PRE BRANDSCAN (EXPLORATORY RESEARCH PHASE)
Objective of this phase of the study was to gain deeper understanding of various needs of cold beverages while purchasing. It was the beginning of the understanding of consumer buying behaviour regarding cold beverages. One of the objectives of this study was to identify the broad product attributes that are desired by the respondents. The overall consumer behaviour and attitude were studied.
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Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool 2.1.1.1 Qualitative Exploratory Research Phase a) In-depth interviews: 11 In-depth interviews were conducted. There was an indicative list of questions used to facilitate and guide the interview process. They were aimed at giving a direction to the interviews Initial few questions were closed ended to put interviewee on ease. These were followed by open-ended questions. b) Focused Group Discussions: 12 focused group discussions were conducted. Each group had 5 to 8 respondents. Respondents were users and non users of Amul Kool, as well as those who dont consume any of cold beverages at all. Two moderators were present for each of the FGD. Output of the Phase: From this phase, three sub category of need have been identified. They are: a) Functional Benefits, b) Experiential or Emotional Purchase Drivers, c) Occasion-driven Purchase Drivers. From this phase total 15 functional benefits, 25 experiential purchase drivers, and 14 occasion-driven purchase drivers have been found out. The list of these identified needs is attached as Annexure A. 2.1.1.2 Quantitative Exploratory Research Phase On the basis of the output from Qualitative Exploratory Research Phase, all three types of needs parameters were included in the preliminary questionnaires. These were reduced to 8 functional benefits, 14 experiential purchase drivers, and 10 occasion-driven purchase drivers. The same are attached as an annexure B. The preliminary questionnaires have been conducted to 80 respondents each. Factor analysis was used extensively at this stage. Factor Analysis was done on data obtained from the questionnaires to reduce the number of total variables. Output of the Factor Analysis has been attached as an annexure C.
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Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool Output of the Phase: From Factor Analysis 4 functional benefits, 6 experiential purchase drivers, and 7 occasion-driven purchase drivers have been identified for further study. See annexure C for the list containing these needs/factors. 2.1.1.3 Game Design In this phase, games were developed to collect required data as identified from Factor Analysis output of the previous phase. Care was taken to ensure that games were sufficiently disguised. These were designed keeping target segment and theme of stall in mind. The objective was primarily to find association of Amul Kool and other brands with benefits, attributes and occasion of use of cold beverages, need gap analysis and user imagery. Though games were designed with the primary objective of data collection, other aspects like entertainment for the respondents and increasing the involvement of respondents were also taken into consideration. Output of the Phase: A detailed description of games with their research objectives has been attached as an annexure D.
2.1.2
BRANDSCAN PHASE (DISGUISED CONCLUSIVE RESEARCH)
The BrandScan stall was designed with the theme of Railway Platform. The theme was selected with the information needs in view and fit with the nature of disguised games. The games were closely monitored to ensure that they are disguised and the responses are valid. It was also made sure that only data from target segment get recorded. Output of the Phase: Essential data from each game has been captured with detailed demographic description of each of the respondent.
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Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool 2.1.3 POST BRANDSCAN PHASE (VALIDATION CONCLUSIVE RESEARCH) The Post-BrandScan research was conducted in the form of questionnaires. The questionnaires were used to complement the data for all the objectives. The questionnaire has been attached as an annexure E.
2.2 RESPONDENTS PROFILE

Identifying variables: Gender: Age: Marital Status: Both Male and Female Between 16 to 30 years Both Married, and Unmarried
It has been taken care that there would be an equal mixes of respondents from both genders, all ages between 16 to 30 years during all the three phases. The sampling method used was judgemental sampling. Total sample size was 180.
2.3 RESEARCH TOOLS

Research Objective Measuring Brand Awareness and Category Recall Identifying Benefits and Purchase Drivers Brand Mapping on Rating of Amul Kool and Purchase Drivers its competitors on identified needs 16 7,8, 9 Ranking of benefits and of purchase drivers 3, 4, 5 Factor Analysis Frequency Analysis Means, Mode Median, Standard Deviation Frequency Analysis Perceptual Maps Means
Data Objective Top of the Mind Recall, Unaided and Aided Recall
Question Number 1, 2, 6
Analysis Technique Frequency Analysis
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool Research Objective Brand Association of Amul Kool Agreement/disagreement of respondents on identified associations, customers perceptions on what they think about Amul Kool Brand Personality and User Imagery Open ended question to capture what Amul Kool would be if it were a person, and Rating on Semantic Differential Scale
Table ii : Research Tools used for the Analysis
Data Objective
Question Number
Analysis Technique
10, 11, 12, Frequency Analysis 13, 14 Means
15, 16
Frequency Analysis Means
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3 ANALYSIS
3.1 BRAND AWARENESS, CATEGORY RECALL AND RECOGNITION..........19 3.2 PRODUCT BENEFITS AND PURCHASE DRIVERS ..................................22 3.3 BRAND MAPPING/BRAND PERCEPTION .............................................27 3.4 BRAND ASSOCIATION FOR AMUL KOOL ............................................42 3.5 BRAND PERSONALITY AND USER IMAGERY ......................................54
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3.1 BRAND AWARENESS, CATEGORY RECALL AND RECOGNITION

Brand awareness measures the accessibility of brand in memory. The Brand Awareness has two components breadth and depth. This section captures the depth of the awareness extensively and width of the brand awareness is captured in a later section. Depth of Brand Awareness consists of Recall and Recognition. We have used Top of the mind recall and unaided recall as two tests of recall and aided recall tests using brand names to test brand recognition. 3.1.1 Top of the Mind Recall (ToM) It is a measure used to test the most prominent brand associated with the category, or the first brand which comes to respondents mind when they think about the category. Pepsi and Coco-Cola dominated the ToM study, with 25 per cent and 24 per cent respectively. Also, a formidable sub-category that arose out of the survey was juices (Real, Tropicana) or semi-juices (Frooti, Maaza) that formed another 19 per cent of the respondents. Amul Kool constituted 11 per cent of the responses which places it below the carbonated drinks as other carbonated beverages (7up, Sprite, Limca, Thumbs Up, Mountain Dew) formed another 4 per cent, resulting in almost half (53 per cent) of the people thinking of carbonated beverages instantly when they think of cold beverages. Others which included local brands and some national brands constituted a significant 17 per cent of responses.
Amul Kool 17% 11% Pepsi 25% Coca Cola Other carbonated drinks 19% 4% 24% Other Juices Others
Figure i : Top-of-the-mind recall of various brands
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Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool Key Observations (3.1.1): a) The segment is closely associated and dominated by carbonated beverages. b) All brands having a high ToM are brands which are heavily and continuously advertised. 3.1.2 Unaided Recall People were asked to write all names that they can think of or recollect from the category cold beverages. The results, given ToM scores, were surprising as Amul Kool scored higher than brands like Real, Tropicana, Frooti, and other such beverages which we earlier classified as juices or semi-juices. Thus, a very small section of response set i.e. approximately 20 per cent associate juices and semi-juices with the cold beverages segment. Others are either unaware or think of it as a different category, with the latter being more likely. Interpreting the graph below, Carbonated Drinks dominated again as Top six places were occupied by them. Coca-Cola and Pepsi dominated with 96 per cent and 94 per cent of respondents recalling them. Thumbs up came third with 47 per cent, followed by Limca (35 per cent), Maaza (33 per cent) and Mountain Dew (25 per cent). Amul Kool had 24 per cent of the people recalling it.
P er centag e o f R espo ndents
100.0% 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0%
93.5% 95.7%
46.8% 34.5% 23.7% 18.0% 21.6% 20.1% 10.1% 0.7% 33.1% 25.2%
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Figure ii : Unaided recall of various brands
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Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool Key Observations (3.1.2): a) People know about the brand Amul Kool. b) People associate Amul Kool more with cold beverages when compared to other health-oriented beverages like juices and semi-juices being associated with coldbeverages segment. 3.1.3 Brand Recognition Aided Recall using brand names: The results are consistent with popular beliefs that the national brands have high recognition levels and almost everyone knows them. All Brands, except Nandini a regional milk brand, enjoyed more than 90 per cent recall. Pepsi, Coca-Cola, Limca and Frooti enjoyed 100 per cent recognition, while most others languished in late 90s (97+). Nandini was the lowest with 58 per cent, then Amul Kool with 93 per cent and finally the two juice brands Real and Tropicana having 94 per cent recognition. The numbers support our earlier argument that juices are not seen by consumers in their mind as cold beverages (though we will later see that their behaviour considers them as substitutes), but relatively Amul Kool is. Brands Amul Kool Pepsi Coca Cola Frooti Limca Appy Fizz Real Tropicana Nandini Thumbs Up Maaza Mountain Dew Percentage of Respondents 93.6 100.0 100.0 100.0 100.0 97.9 94.3 94.3 57.9 98.6 98.6 97.9
Table iii : Brand recognition in terms of percentage of respondents
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Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool Key Observations (3.1.3): a) Amul Kool has the lowest recognition amongst national brands (93 per cent). b) Regional brands have very low recognition when compared to national brands 58 per cent vs. 93 per cent to 100 per cent.
3.2 PRODUCT BENEFITS AND PURCHASE DRIVERS

The reasons to consume have been divided by our research into three parts which we arrived at after in-depth exploratory research: a) Functional Benefits b) Experiential or Emotional Purchase Drivers c) Occasion-driven Purchase Drivers The above three should not be seen in isolation but in conjunction, as together they guide the Interest, Evaluation and Trial phases of the AIETA model used to influence consumer behaviour in FMCG products. 3.2.1 Functional based Benefits From the various functions or attributes through factor analysis we arrived at these 4 benefits Taste, Energy, Health and Thirst Quenching as the underlying benefits driving selection of those attributes. We asked our respondents to rank these parameters in order of preference. The graph below gives us an indication of how a consumer prioritizes these benefits in his/her mind. We see that taste is the over-riding factor with 49 per cent people giving it rank 1, and another 39 per cent ranking it second. Thirst quenching ability of a drink was the second most important factor with 32 per cent people marking it rank 1 and another 39 per cent marking it rank 2. This was followed by health with 17 per cent marking it rank 1 and another 14 per cent rank 2. Energy was the least sought after benefit with only 5 per cent people ranking it 1st.
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100% 90% 80%
16.80% 4.8% 32.00%
13.60% 12.00% 31.20% 38.40% Health 39.20% 46.40% 37.60% Energy Thirst Quenching Taste
% of Respondents
70% 60% 50% 40% 30% 20% 10% 0%
48.80%
39.20%
12.80% 6.40%
16.80% 5.60%
Rank 4
Rank 1
Rank 2
Rank 3
Ranking
Figure iii : Functional based benefits
Hence, the ranking that emerges out of this is: Benefit Taste Thirst Quenching Health Energy Rank 1 2 3 4
Table iv : Ranking of functional based benefits
Key Observations (3.2.1): a) Taste and Thirst Quenching ability are two most sought after functional benefits. b) Energy highlight of the Amul Kool campaign ranks lowest in consumer prioritization of functional benefits. 3.2.2 Experiential or Emotional Benefits Ranking was used to study the consumer prioritization of Experiential Benefits, as consumer uses two or three benefits to evaluate and make a trial.
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100% 90% 80%

%age of Respondents 21.6% 5.8% 15.1% 30.9% 23.7% 2.9% 12.2% 14.4% 37.4% 16.5% Rank 1 Rank 2 15.8% Rank 3 12.2% Rank 4 24.5% 15.8% 13.7% 15.8% 10.8% 8.6% 20.1%
7.2% 28.8% 28.1%
70% 60% 50% 40% 30% 20% 10% 0%
18.7% 7.2% 23.0% 20.9% 23.7% 3.6% 8.6%
Habitual Socialization Relaxation Rejuvenation Style Brand 25.2%
11.5% 13.7% 23.0% 20.9%
10.1% Rank 5
7.9% Rank 6
Figure iv : Experiential or emotional benefits
Brand was a clear rank one with 37 per cent ranking it first and 17 per cent ranking it second. A drink which relaxes you was not far off as a benefit with 46 per cent people ranking it within top two ranks and 70 per cent within top three ranks. (This might need a re-look at the campaign energy or relaxation). Habitual and rejuvenation were a close third and fourth respectively, with 37 per cent ranking habitual in first or second compared to 36 per cent for rejuvenation. What made habitual a third rank was the cumulative percentage till third rank which in its case was 53 per cent and 47 per cent was rejuvenation. Socialization is ranked fifth and style sixth. Please note that the research team feels that styles ranking should not be taken at face value as most people are not up-front about their hedonistic pleasures especially something like style from a cold beverage product. The six parameters are ranked in the following table based on the exercise done above. It can be seen clearly that brand is the top ranked benefit, whereas style turns out to be lowest ranked benefit.
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Benefit Brand Relaxation Habitual Rejuvenation Socialization Style
Rank 1 2 3 4 5 6
Table v : Ranking of experiential or emotional benefits
Key Observation (3.2.2): a) Brand and Relaxation are the most sought after experiential benefits. 3.2.3 Occasion-driven reasons for consumption Since occasions are not a trade-off choice which a consumer makes but a series of events which most individuals go through, we used rating scale to measure the likelihood of consumption of beverages on these occasions. We used seven broad definitions of occasions to encompass most occasions a consumer buys a beverage. The occasions identified were: With Breakfast, as an alternative to food (hungry with no time to eat or cannot eat), while traveling, with meals, in-between work, as snacks supplement and in parties. These seven events broadly encompass all touch points of the consumer with this category. Occasions Alternative to food With breakfast While Traveling In Parties Along with meals In Between Work Snacks Supplement Average Rating 3.16 3.43 6.93 7.76 4.34 4.76 6.28 Standard Deviation 2.537 2.785 2.620 2.425 2.538 2.403 2.640 2 2 7 8 4 5 7 1 1 10 10 5 5 8 Median Mode
Table vi : Trend shown by occasion-driven reasons for consumption
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Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool Parties and Traveling were highest rated occasions for consumption of cold beverages, the mode in these two cases was 10 signifying that maximum people rated these occasions as Always having a cold beverage at a party or while traveling. Also, median was 8 for parties and 7 for traveling with averages just lower than this number. Thus, meanmedian-mode analysis rates these two occasions as the most likely for the maximum number of people. (Please note that just a mean or median is only half a story without the other two in rating analysis). The other highly ranked category was Snacks supplement with a mode of 8, median of 7 and an average of 6.3 suggesting extreme values on the lower end. This means that though most people have beverages with snacks, there are some who completely do not. Thus we can say that Most people are likely to have beverages with snacks while a few will hardly ever. In Between work and along with meals occasions follow next in frequency of beverage consumption, mean-median-mode of around 5. But while, in between work has Mean greater than Median, along with work has Mean less than Median, suggestion that in between work has a rightward skew while along with work has a leftward skew. Thus, we would rank In-between work higher in terms of likelihood of purchase of cold beverages. Alternative to food and With Breakfast were the lowest ranked with mode of 1 and median of 2. We feel that consumers perceiving juices and semi-juices as different from cold beverages in their minds is one of the reasons for low rating to with breakfast and our exploratory research does show With breakfast as a lucrative occasion to stimulate consumption. This also justifies the launch of largetetra pack, similar to those of juices, for Amul Kool. Occasion Traveling Parties Snacks Supplement In-between work Along with meals With Breakfast Alternative to food Importance * 1 1 3 4 5 6 7
Table vii : Importance of occasion-driven reasons for consumption
*Higher rated occasions have been assigned higher importance.
26
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool This table is generated by our research groups data analysis. The table gives us the likelihood of consumption of cold beverages in this situation. Cold beverages close association with carbonated drinks and exclusion of juices and semi-juices are seen as main reasons of with breakfast occasion ranked so low in consumers mind, though there usage pattern study should put it much higher. Key Observations (3.2.3): a) Travel and parties are most likely occasions for beverage consumption. b) This is followed by snacks supplement. c) Lucrative and unexplored segment is in-between work.
3.3 BRAND MAPPING/BRAND PERCEPTION

In this section we analyze on how various brands perform on the parameters discussed in previous section. The study deals in consumer perception of various brands on the identified parameters, and therefore is divided into the same three aspects as classified in the previous section: a) Brand Mapping on Functional based Benefits b) Brand Mapping on Experiential or Emotional Benefits c) Brand Mapping on Occasion-driven reasons for consumption. For analysis two methods have been used: a) Rating and Ranking Method b) Need Gap Analysis c) Perceptual Maps 3.3.1 Rating and Ranking Method Rating and Ranking Method is useful way to understand product differences and to provide specific performance targets for management. It focuses on average rating of brands on each of the purchase driver. We will use this method for brand mapping separately for each category classified in the previous section.
27
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool 3.3.1.1 Brand Mapping on Functional based Benefits
Average Rating Taste Amul Pepsi Coca Cola Frooti Limca Real Appy Fizz Energy Amul Pepsi Coca Cola Frooti Limca Real Appy Fizz Health Amul Pepsi Coca Cola Frooti Limca Real Appy Fizz Thirst Amul Pepsi Coca Cola 5.48 6.38 6.45 7.02 3.17 3.07 5.54 3.59 6.91 5.23 6.24 4.60 4.52 5.68 4.63 6.22 5.49 6.55 6.56 6.65 7.13 5.68 6.56 6.16
Standard Deviation 2.56 2.41 2.43 2.69 2.89 2.86 3.10 2.35 2.21 2.22 2.29 2.63 2.94 2.90 2.46 1.93 1.87 2.37 2.41 2.85 2.66 2.51 2.47 2.63 28
Median 7.00 7.00 7.00 8.00 6.00 7.00 7.00 7.00 5.00 5.00 6.00 5.00 7.00 6.00 8.00 3.00 3.00 6.00 3.00 8.00 5.00 5.00 7.00 7.00
Mode 8.00 8.00 7.00 9.00 8.00 8.00 8.00 7.00 5.00 5.00 5.00 5.00 8.00 8.00 8.00 2.00 1.00 7.00 2.00 9.00 5.00 5.00 8.00 8.00
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool Average Rating Frooti Limca Real Appy Fizz 6.11 5.84 6.26 5.72 Standard Deviation 2.77 2.99 2.76 2.92 Median 7.00 7.00 7.00 6.00 Mode 7.00 8.00 7.00 6.00
Table viii : Trend shown by functional based benefits for various brands
As we identified earlier that Taste and Thirst quenching are the most important functional benefit purchase drivers. The table above clearly demonstrates that while Amul Kool enjoys the same taste perception as the majority of the category (thus, no point of difference just a point of parity), it is the lowest rated in its ability to quench thirst. All the three figures, mean-median-mode, are the lowest in the category when it comes to thirst quenching ability. In terms of health benefits, its highest rated in the category along with Real. Amul Kools association with milk and Reals association with juice i.e. both of their association with natural and healthy products seem to give them this high rating. But, how relevant is this to the consumer is to be seen as health does not seem to be amongst the top 2 drivers in this segment. A similar story unfolds in energy where Real and Amul Kool lead the category because of their association with fresh juices and milk respectively. But again, energy is the lowest ranked functional purchase driver and thus, a question mark on how much will this competitive advantage lead to sales. The following table tells us about Amul Kools performance on these benefits: Benefit Taste Thirst Quenching Health Energy Consumer Rank 1 2 3 4 Amul Kool (10 point scale) Average as compared to others Lowest Highest Highest
Table ix : Ranking of functional based benefits for Amul Kool
This table illustrates that Amul Kool is rated high on those benefits that are less important for a respondent while buying a cold beverage. 29
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool 3.3.1.2 Brand Mapping on Experiential or Emotional Benefits
Average Rating Brand Amul Kool Pepsi Coca Cola Frooti Limca Real Appy Fizz Style Amul Kool Pepsi Coca Cola Frooti Limca Real Appy Fizz Rejuvenation Amul Kool Pepsi Coca Cola Frooti Limca Real Appy Fizz Relaxation Amul Kool Pepsi Coca Cola 5.90 6.19 6.13 30 5.60 6.01 5.95 6.00 5.35 6.43 5.73 5.49 6.86 6.91 5.84 5.52 6.24 6.18 6.54 7.27 7.37 6.73 6.00 6.97 6.30
Standard Deviation 2.47 2.55 2.63 2.75 2.99 2.76 3.18 2.07 2.63 2.61 2.61 2.82 2.63 3.17 2.05 2.43 2.54 2.73 2.91 2.62 2.78 2.09 2.43 2.44
Median 7.00 8.00 8.00 7.50 7.00 8.00 7.00 5.00 8.00 6.00 6.00 6.00 7.00 7.00 6.00 6.00 6.00 6.00 6.00 7.00 7.00 6.00 7.00 7.00
Mode 7.00 9.00 8.00 8.00 9.00 8.00 9.00 5.00 8.00 7.00 7.00 8.00 7.00 7.00 5.00 7.00 7.00 8.00 6.00 8.00 7.00 6.00 7.00 7.00
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool Average Rating Frooti Limca Real Appy Fizz Socialization Amul Kool Pepsi Coca Cola Frooti Limca Real Appy Fizz Habitual Amul Kool Pepsi Coca Cola Frooti Limca Real Appy Fizz 3.75 5.28 5.31 4.46 4.05 4.91 4.64 2.21 2.99 2.99 2.95 2.78 2.81 3.13 4.00 6.00 6.00 5.00 4.00 5.00 5.00 1.00 8.00 7.00 1.00 1.00 4.00 1.00 4.65 6.52 6.47 5.57 4.86 5.64 5.69 2.04 2.59 2.59 2.54 2.93 2.53 2.95 5.00 7.00 7.00 6.00 5.00 5.00 6.00 5.00 8.00 8.00 7.00 7.00 5.00 7.00 6.28 5.40 6.57 5.78 Standard Deviation 2.77 3.06 2.63 2.86 Median 7.00 6.00 7.00 6.00 Mode 7.00 8.00 7.00 5.00
Table x : Trend shown by experiential or emotional based benefits for various brands
The above table is the crux of the matter in understanding position of Amul Kool vis-vis other brands as Experiential benefit in low-ticket, low involvement FMCG products is more important than functional benefits, and this is where successful brands in the category seem to engage the consumer. The high rating of market leaders Pepsi and Coca-Cola in this segment is further testimony to that. The following table illustrates Amul Kools performance when evaluated based on the trends observed above.
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Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool Amul Kool (10 point scale) Just Below Average, Parent Brand Amul leads to some credibility 3rd Lowest Lowest 2nd Lowest Lowest Lowest
Benefit Brand Relaxation Habitual Rejuvenation Socialization Style
Consumer Rank 1 2 3 4 5 6
Table xi : Ranking of experiential or emotional based benefits for Amul Kool
Amul Kool seems to lack the emotional relationship with its customers. Low scores seem to be effecting adoption as well as re-purchase rates of the product, important parameters for success in this segment. 3.3.1.3 Brand Mapping on Occasion-driven reasons for consumption
Average Rating Alternative to food Amul Pepsi Coca Cola Frooti Limca Real Appy Fizz Breakfast Supplement Amul Pepsi Coca Cola Frooti Limca
Standard Deviation
Median
Mode
5.59 3.78 3.87 4.71 3.48 5.01 4.12
7.46 2.78 2.79 2.81 2.60 2.88 2.88
5.00 3.00 4.00 5.00 3.00 5.00 4.00
1.00 1.00 1.00 5.00 1.00 8.00 1.00
5.63 3.40 3.45 5.00 3.26 32
2.80 2.47 2.60 4.21 2.76
6.00 3.00 3.00 5.00 2.50
7.00 1.00 1.00 5.00 1.00
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool Average Rating Real Appy Fizz Traveling Partner Amul Pepsi Coca Cola Frooti Limca Real Appy Fizz In Parties Amul Pepsi Coca Cola Frooti Limca Real Appy Fizz Complementary to Dinner/Lunch Amul Pepsi Coca Cola Frooti Limca Real Appy Fizz In between work Amul 5.25 33 2.51 6.00 7.00 4.35 5.33 5.33 4.71 3.98 4.70 4.20 2.43 2.95 2.93 2.67 2.83 2.84 2.71 5.00 6.00 6.00 5.00 4.50 5.00 5.00 5.00 7.00 7.00 5.00 5.00 5.00 5.00 3.32 7.20 7.12 4.92 5.47 5.13 5.09 2.52 2.58 2.61 2.52 2.95 2.91 2.85 2.00 8.00 8.00 5.00 6.00 6.00 5.00 1.00 9.00 8.00 5.00 7.00 6.00 4.00 5.73 3.82 Standard Deviation 3.08 2.91 Median 7.00 3.00 Mode 8.00 2.00
5.28 6.29 6.49 6.03 5.13 6.09 5.38
3.48 2.60 2.54 2.55 3.01 2.65 2.98
5.00 7.00 7.00 6.00 6.00 6.00 6.00
5.00 7.00 7.00 7.00 6.00 7.00 5.00
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool Average Rating Pepsi Coca Cola Frooti Limca Real Appy Fizz Snacks Partner Amul Pepsi Coca Cola Frooti Limca Real Appy Fizz 5.40 6.28 6.41 5.69 5.24 5.45 5.15 2.57 2.67 2.61 2.68 3.09 2.82 3.12 6.00 7.00 7.00 6.00 6.00 6.00 5.00 8.00 8.00 8.00 8.00 5.00 7.00 5.00 5.56 5.65 5.51 4.75 5.61 4.84 Standard Deviation 2.68 2.64 2.58 2.91 2.75 2.86 Median 6.00 6.00 6.00 5.00 6.00 5.00 Mode 7.00 7.00 5.00 7.00 7.00 5.00
Table xii : Trend shown by occasion-driven reasons for consumption for various brands
As can be seen in the above table, Amul Kool is rated very low at traveling and parties. Pepsi and Coca Cola are the most preferred brand at such occasions. On the other hand, Amul Kool is one of the most preferred beverages during breakfast. The table shown below compares Amul Kool with respect to the relative importance of these occasions. Breakfast supplement is the only occasion where it is above the competition convincingly, probably because of it being a milk product. But as we see, in the two most likely occasions of consumption, traveling and parties, Amul Kool ranks the lowest. As a supplement to snacks and as a beverage between work, Amul Kool meets the category average. This table also shows no clear point of differentiation except its association with health due to it being a milk product. Thus, the advantage Amul Kool enjoys is because of a specific attribute rather than successful branding or positioning.
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Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool Amul Kool (10 point scale) Lowest, 1 rating point below average Lowest, 2.4 rating point below average On Par with Category Average On Par with Category Average nd 2 lowest, 0.5 rating points below average 2nd highest, after Real. 1.2 rating points above average DATA NOT RELIABLE. Standard Deviation of 7.5 on a 10 point scale.
Occasion Traveling Parties Snacks Supplement In-between work Along with meals With Breakfast Alternative to food
Consumer Rank 1 1 3 4 5 6 7
Table xiii : Ranking of occasion-driven reasons for consumption for Amul Kool
Key Observations (3.3.1): a) Amul Kool is rated high on parameters like health and energy which are not considered important by respondents while purchasing cold beverages. b) Amul Kool is rated low on almost all of the experiential or emotional based benefits. c) Amul Kool is rated low on highly preferred occasions for purchase like traveling and parties. 3.3.2 Need Gap Analysis for Amul Kool The need gap analysis for the brand Amul Kool is prepared by comparing the rating given by respondents on various parameters to Amul Kool and its competitors. The ideal rating is considered to be the one that is highest among all the given brands. The gap is calculated by evaluating the difference between the ideal rating and Amul Kool rating. Then, we calculate gap percentage for Amul Kool with respect to the ideal rating for a given parameter. The following table gives us an overview of various gaps for Amul Kool.
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Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool Highest Average Rating (Ideal) 7.13 6.24 7.02 6.45
Parameters Functional based Benefits Taste Energy Health Thirst Experiential or Emotional based Benefits Brand Style Rejuvenation Relaxation Socialization Habitual Occasion Driven Reasons for Consumption Alternative to Food Breakfast Supplement Traveling Partner In Parties Complementary to Dinner/Lunch In between work Snacks Partner
Amul Kool Average Rating 6.55 6.24 7.02 5.48
Gap -0.58 0.00 0.00 -0.97
Gap Percentage -8.18% 0.00% 0.00% -14.98%
6.54 5.49 5.60 5.90 4.65 3.75
7.37 6.91 6.43 6.57 6.52 5.31
-0.82 -1.42 -0.84 -0.66 -1.87 -1.56
-11.20% -20.52% -13.04% -10.12% -28.69% -29.39%
5.59 5.63 5.28 3.32 4.35 5.25 5.40
5.59 5.73 6.49 7.20 5.33 5.65 6.41
0.00 -0.10 -1.21 -3.87 -0.99 -0.39 -1.01
0.00% -1.75% -18.58% -53.82% -18.51% -6.98% -15.72%
Table xiv : Need Gap Analysis for Amul Kool
There are three parameters where Amul Kool has zero per cent gap, that is, it is rated highest on these parameters. Among these parameters, energy and health are functional or attribute based benefits, and usage as an alternative to food is an occasion driven reason for consumption. The following graph makes it easier for us to decipher the major gap areas for Amul Kool. 36
Snacks Partner -15.72% -6.98% -18.51% -53.82% -18.58% -1.75% 0.00% In between work Complementary to Dinner/Lunch In Parties Traveling Partner Breakfast Supplement Alternative to Food Habitual Socialization Relaxation Rejuvenation -11.20% -14.98% 0.00% 0.00% -8.18% -60.00% -50.00% -40.00% -30.00% -20.00% -10.00% 0.00% Style Brand Thirst Health Energy Taste
Param eters
-29.39% -28.69% -10.12% -13.04% -20.52%

1
Gap Percentage
Figure v : Need Gap Analysis for Amul Kool
If we analyze the gaps with respect to each category, we observe the following: a) Functional or Attribute based Benefits: The major gap observed in this area is in thirst (14.98 per cent). Respondents do not perceive it to be an ideal thirst quencher. b) Experiential or Emotional based Benefits: All parameters under this category show a gap percentage above 10 per cent. The major gaps can be observed in case of habitual (29.39 per cent), socialization (28.69 per cent), and style (20.52 per cent). Rejuvenation also shows a noticeable gap of 13.04 per cent. c) Occasion driven reasons for Consumption: We observe a highest gap for Amul Kool in case of buying cold beverages for a party (53.82 per cent). Respondents do not perceive it as a party drink. The other gaps observed under this category include usage as a traveling partner (18.58 per cent), usage as complementary to dinner or lunch (18.51 per cent), and usage as a snacks partner (15.72 per cent). On the other hand, respondents like to have it as a supplement to breakfast. 37
Key Observations (3.3.2): a) Gaps are generally observed in experiential or emotional benefits and occasion-driven reasons for consumption. b) Parties, habitual, socialization, and style are some of the main parameters where we observe major gaps. 3.3.3 Perceptual Maps Perceptual Maps can be understood as pictorial representation of the competitive landscape from a customers point of view. These are based on the belief that while buying a product/service customers do not work through a list of criteria. Customers simplify various aspects and issues into generalizations (subconscious to them) about a product or an organization. Based on these generalizations they take buying decisions. For detail of statistical tests please refer to annexure F Functional based Benefits
1.60
Taste
1.40
Energy
1.20
Health
1.00
0.80
Thirst Quenching Amul Kool Pepsi
F unctio n 2
0.60
0.40
Coca Cola Frooti

0.50 1.00 1.50
0.20
-1.50
-1.00
-0.50
0.00 0.00 -0.20
Limca Real Appy Fizz
-0.40
-0.60
Function 1
Figure vi : Perceptual map for functional based benefits
Following are the interpretations from the above map: (A) Discriminating Powers 38
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool a) Taste and Health variables have high discriminating power. b) Energy and Thirst Quenching variables have low discriminating power. (B) Generalizations a) X axis is comprised of Health and Thirst Quenching (minor contributor) b) Y axis is comprised of Taste and Energy (minor contributor) (C) Associations a) Health: Amul Kool and Real are highly associated with Health. Frooti and Appy Fizz are lowly associated with Health. Pepsi and Coca Cola have scored negative on Health vector. Limca has also scored negative on Health vector but not as high as Pepsi and Coca Cola. No carbonated drink is associated with Health. b) Taste: Frooti has association with Taste. Appy Fizz has negative score on Taste vector. Amul Kool and Real are having no association with Taste. Pepsi and Coca Cola are also do not have any association with Taste. Hence only Frooti has some association with Taste. c) Energy and Thirst Quenching: Limca is only beverage associated with both Thirst Quenching and Energy and enjoying unique positioning. Experiential or Emotional Benefits Following are the interpretations from the map shown below: (A) Discriminating Powers a) Brand, Style, Relaxation and Social variables have high discriminating power. b) Rejuvenation has moderate discrimination power. c) Habitual has low discriminating power. (B) Generalizations a) X axis is comprised of Social, Relaxation and Habitual, Rejuvenation. b) Y axis is comprised of Brand and Style.
39
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool (C) Associations a) Brand: Appy Fizz and Limca scored negative on variable Brand. Pepsi, Coca Cola, Thums Up, Frooti and Real have scored equal but very low on Brand. No drink has strong association with Brand. b) Social: Pepsi and Coca Cola have high associations with variable Social. Appy Fizz is having low association with variable Social. c) Relaxation and Rejuvenation: Amul Kool has high association with variables Relaxation and Rejuvenation. However other brands Real, Limca, and Frooti are also having associations with Relaxation and Rejuvenation, hence diluting benefits of having high association with Relaxation and Rejuvenation of Amul Kool. (For detail of statistical tests please refer to annexure F)
1.50
Brand Style
1.00
Rejuvenation Relaxation Social
0.50
F u n c tio n 2
Habitual Amul Kool

0.00 0.00
Pepsi
0.20 0.40 0.60 0.80 1.00
-0.80
-0.60
-0.40
-0.20
Coca Cola Frooti
-0.50
-1.00
Function 1
Figure vii : Perceptual map for experiential or emotional benefits
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Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool Occasion-driven Reasons for Consumption
0.70
0.60
Alternative to food Breakfast Supplement Travelling Partner In Parties Complementary to Dinner/Lunch In betw een w ork Snacks Partner Amul Kool
0.50
0.40
0.30
F u n c ti o n 2
0.20
Pepsi
0.10
Coca Cola Frooti

0.50 1.00
-1.50
-1.00
-0.50
0.00 0.00 -0.10
-0.20
Function 1
-0.30
Figure viii : Perceptual map for occasion-driven reasons for consumption
Following are the interpretations from above map: (A) Discriminating Powers: a) Variable Break Fast Supplement and variable In Parties have discriminating powers. b) Traveling Partner variable has medium discriminating power. c) Alternative to Food, Complementary to Dinner/Lunch, In Between Work, and Snacks Partner have low discriminating power. (B) Generalizations: a) X axis is comprised of variable In Parties. b) Y axis is comprised of variables Breakfast Supplement and Traveling Partner. 41
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool (C) Associations: a) In Party: Coca Cola and Pepsi are having high association with variable In Party which is major contributor of x-axis (high discriminating power). Whereas, Amul Kool has scored a high negative score on the same variable. b) Breakfast Supplement and Traveling Partner: Frooti and Amul Kool are having high association with Breakfast Supplement and Traveling Partner. Key Observations (3.3.3): a) Health and taste are the discriminating functional based benefits. b) Socialization and relaxation together form discriminating experiential/emotional benefits, similarly as brand and style together do. c) Breakfast supplement and traveling partner together and parties form discriminating occasion-driven reasons for consumption. (Annexure F)
3.4 BRAND ASSOCIATION FOR AMUL KOOL

Brand Image is defined as consumers perception of a brand and is measured as the brand associations held in their memory. Associations study has been done for all three categories of needs identified earlier, brand meaning to the consumers, user imagery, and brand personality. 3.4.1 Association with needs categories: We have used statements to create familiar situations for consumers, and then measure their response, as this gives a more natural or real life experience based response. Following terms help in establishing meaning to these associations: a) Strength: It is the proportion of no. of respondents having an association for Amul Kool to total no. of respondents having same association in their mind. b) Uniqueness: It refers to the associations with Amul Kool and their exclusivity among the various brands available. (Refer to Annexure G for Uniqueness Index.) c) Favourability: It refers to the importance of an association to the consumer while making a purchase. We have used ranking for this as derived in section 3.2. 42
I think following drinks are tasty.

Associations STRENGTH Brands Amul Kool Pepsi Coca Cola Frooti Limca Real Appy Fizz UNIQUENESS Uniqueness Index Number 85 47 56 91 33 78 62 of %age 61.2 33.8 40.3 65.5 23.7 56.1 44.6 36.5 Highest Unique association. An important factor and Amul Kool performs well. Respondents total Key Observations of Frooti has the highest strength followed by Amul Kool. Carbonated drinks have lower strength for taste, Limca having the lowest.
FAVOURABILITY Importance of association
These drinks give me energy.

Associations STRENGTH Brands Amul Kool Pepsi Coca Cola Frooti Limca Real Appy Fizz UNIQUENESS Uniqueness Index Number 83 19 23 51 18 82 46 of %age 59.7 13.7 16.5 36.7 12.9 59.0 33.1 42.4 Lowest Very unique association. Unimportant factor, though Amul Kool performs good. 43
Key Observations of Amul Kool has the highest strength followed closely by Real. Carbonated drinks have very low strength.
Respondents total
I become healthy after drinking.

Associations STRENGTH Brands Amul Kool Pepsi Coca Cola Frooti Limca Real Appy Fizz UNIQUENESS Uniqueness Index Number 78 5 5 36 8 70 30 of %age 56.1 3.6 3.6 25.9 5.8 50.4 21.6 44.9 2nd Lowest Very unique association. Not very important, but Amul Kool performs well. Respondents total Key Observations of Amul Kool has the highest strength followed by Real. Again the carbonated drinks have very low strength.
These brands quench my thirst.

Associations STRENGTH Brands Amul Kool Pepsi Coca Cola Frooti Limca Real Appy Fizz UNIQUENESS Number of 33 72 78 46 55 41 46 %age of 23.7 51.8 56.1 33.1 39.6 29.5 33.1 12.5 Non-unique association. FAVOURABILITY Importance of association 2nd Highest Amul Kool perceived bad on important factor. Respondents total Key Observations Carbonated drinks like Coca Cola and Pepsi have higher strength this time. Amul Kool has the lowest.
Uniqueness Index
44
These brands add to my style.

Associations STRENGTH Brands Amul Kool Pepsi Coca Cola Frooti Limca Real Appy Fizz UNIQUENESS FAVOURABILITY Number of Respondents 14 59 65 22 17 42 45 %age of total 10.1 42.4 46.8 15.8 12.2 30.2 32.4 5.8 Lowest No association exists. Unimportant factor, no trouble for Amul Kool. Key Observations Carbonated drinks have highest strength followed by Appy Fizz and Real. Amul Kool has the lowest strength.
Uniqueness Index Importance of association
They rejuvenate me.

Associations STRENGTH Brands Amul Kool Pepsi Coca Cola Frooti Limca Real Appy Fizz UNIQUENESS Uniqueness Index Number 52 44 50 41 27 57 30 of %age 37.4 31.7 36.0 29.5 19.4 41.0 21.6 25.3 Average Somewhat unique. Neither important factor, nor Amul Kool unique. 45
Key Observations of Amul Kool at par with carbonated drinks, juices fall below.
Respondents total
These brands help in socialization.

Associations STRENGTH Brands Amul Kool Pepsi Coca Cola Frooti Limca Real Appy Fizz UNIQUENESS Uniqueness Index Number 16 76 85 24 23 27 33 of %age 11.5 54.7 61.2 17.3 16.5 19.4 23.7 7.6 2nd Lowest No association exists. Unimportant, no big trouble for Amul Kool. Respondents total Key Observations of Coca Cola and Pepsi have very high strength as compared to all others. Amul Kool has the lowest.
I can relax while drinking.

Associations STRENGTH Brands Amul Kool Pepsi Coca Cola Frooti Limca Real Appy Fizz UNIQUENESS Uniqueness Index Number 51 49 60 55 36 62 45 of %age 36.7 35.3 43.2 39.6 25.9 44.6 32.4 22.1 2nd Highest Somewhat unique. Important factor, but no brand stands strong alone. Respondents total Key Observations of Real and Coca Cola have highest strength. Others do not have a major difference from the highest, except for Limca that has the lowest strength.
46
I am habitual of drinking this brand.

Associations STRENGTH Brands Amul Kool Pepsi Coca Cola Frooti Limca Real Appy Fizz UNIQUENESS Uniqueness Index Number 6 37 39 11 8 13 17 of %age 4.3 26.6 28.1 7.9 5.8 9.4 12.2 2.8 Average No association exists. Amul Kool does not figure in this average rated factor. Respondents total Key Observations of Coca Cola and Pepsi have the highest strength, though not a very strong one. Amul Kool lies very low.
These brands, I have as an alternative to my food.

Associations STRENGTH Brands Amul Kool Pepsi Coca Cola Frooti Limca Real Appy Fizz UNIQUENESS Uniqueness Index Number 40 12 14 20 5 39 12 of %age 28.8 8.6 10.1 14.4 3.6 28.1 8.6 23.4 Lowest Somewhat unique. Unimportant, though Amul Kool finds average place. 47
Key Observations of Though not a very strong one, Amul Kool has the highest strength followed by Real.
Respondents total
I consume them with breakfast.

Associations STRENGTH Brands Amul Kool Pepsi Coca Cola Frooti Limca Real Appy Fizz UNIQUENESS Uniqueness Index Number 49 15 14 24 6 58 17 of %age 35.3 10.8 10.1 17.3 4.3 41.7 12.2 27.2 2nd Lowest Somewhat unique. Unimportant occasion, but Amul finds decent place. Respondents total Key Observations of Real has the highest strength followed by Amul Kool. Others have low strength.
FAVOURABILITY Importance of parameter
While traveling, I have it.

Associations STRENGTH Brands Amul Kool Pepsi Coca Cola Frooti Limca Real Appy Fizz UNIQUENESS Uniqueness Index Number 31 69 83 48 29 49 31 Respondents total 22.3 49.6 59.7 34.5 20.9 35.3 22.3 13.4 Highest Non-unique association. Very important, Amul Kool needs to ponder. Key Observations of %age of Coca Cola has a very high strength, followed by Pepsi. Real and Frooti also show decent strength. Amul Kool has a very low strength as compared to others.
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These brands, I have in parties.

Associations STRENGTH Brands Amul Kool Pepsi Coca Cola Frooti Limca Real Appy Fizz UNIQUENESS Uniqueness Index Number 8 92 110 17 29 25 22 Respondents total 5.8 66.2 79.1 12.2 20.9 18.0 15.8 3.3 Negligible association exists. FAVOURABILITY Importance of association Highest Very important, Amul Kool needs to ponder. Key Observations of %age of A very high strength for Coca Cola and Pepsi, Coca Cola being the highest. Amul Kool has a negligible strength as compared to the formers.
With food, I can drink.

Associations STRENGTH Brands Amul Kool Pepsi Coca Cola Frooti Limca Real Appy Fizz UNIQUENESS Uniqueness Index Number 41 58 68 48 22 52 36 of %age 29.5 41.7 48.9 34.5 15.8 37.4 25.9 18.4 3rd Lowest Non-unique association. Neither very important, nor does Amul Kool differs. 49
Key Observations of Coca Cola and Pepsi have the highest strength, followed by Real and Frooti. Amul Kool shows average strength.
Respondents total
In between work , I have it.

Associations STRENGTH Brands Amul Kool Pepsi Coca Cola Frooti Limca Real Appy Fizz UNIQUENESS Uniqueness Index Number 43 50 61 37 22 52 29 of %age 30.9 36.0 43.9 26.6 15.8 37.4 20.9 18.3 Average Non-unique association. Average importance, average performance. Respondents total Key Observations of Coca Cola has the highest strength, followed by Real and Pepsi. Amul Kool follows these.
With snacks, I can have it.

Associations STRENGTH Brands Amul Kool Pepsi Coca Cola Frooti Limca Real Appy Fizz UNIQUENESS Uniqueness Index Number 49 65 76 51 38 59 48 of %age 35.3 46.8 54.7 36.7 27.3 42.4 34.5 21.5 3rd Highest Somewhat unique. Average importance, average performance.
Table xv : Brand Association depicting Strength, Uniqueness, and Favourability
Key Observations of Coca Cola has the highest strength, followed by Pepsi and Real. Amul Kool displays average strength.
Respondents total
3.4.2 Projective Technique for Association 50

Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool Unstructured, indirect form of questioning has been used to encourage respondents to project their underlying motivations, beliefs, and attitudes for brand Amul Kool. Five open ended questions were used covering Brand Meaning to customers, describing typical user of Amul Kool, and Brand Personality. 3.4.2.1 Brand Association The following table illustrates various associations put forth by the respondents themselves and other cold beverages that they can recall under these associations. %age of Category Milk Healthy Refreshing Taste Alternative to soft drinks Appetizing Negative Opinion Misc. 1.38 1.38 1.38 32.41 ----Real ------------------------Respondents 33.10 17.24 7.59 5.52 Brands of cold beverages (other than Amul Kool) ----Real, Tropicana, Nandini, Frooti Milk, Frooti, Real Frooti, Appy Fizz, Coca Cola, Real, Nandini ----Other beverages not included in survey Lassi, Bournvita, Horlicks Local fruits juice -----
Table xvi : Brand Association through projective technique
As we can see in the above table, milk is the foremost association (33.1 per cent) that comes into respondents conscious when they think about Amul Kool. This association is shared by Lassi, Bournvita, and Horlicks with Amul Kool. Looking at the needs these other drinks serve we can conclude that milk association is unique to Amul Kool. Another significant association that comes out of this research is that it is perceived to be a healthy drink (17.24 per cent). But the same is also associated with Real, Tropicana, Nandini, and Frooti which are noncarbonated cold beverages. Hence this association is not unique to Amul Kool and does not give any significant advantage over its competitors. Two other associations that formed a decent part were refreshing and taste (association shared with Frooti, Appy Fizz, Coca Cola, Real, and 51
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool Nandini) which constituted 7.59 per cent and 5.52 per cent respectively. The negative opinion category included comments like poor branding and not so cool drink. Other associations obtained are alternative to soft drinks and usage as an appetizer. Miscellaneous category involved some comments which do not conclude anything substantial. 3.4.2.2 Celebrity Association When asked about celebrity that goes well with Amul Kool, the responses received were as follows in the table below. Category Sportsman Actors Glamour Actors - Body Builders Actors Credibility Politicians %age of Respondents 43.62 26.60 14.89 9.57 5.32
Table xvii : Celebrity Association through projective technique
Please note here that the classification of actors into three sub-categories has subjectivity attached to it. Glamour includes actors who have been popular for their style statements and fashion oriented approach. Body builders include actors who have received fame for their physique. And, credibility includes actors who are known for making calculated and sensible statements in public 43.62 per cent of our respondents associate sports personalities (Sachin Tendulkar, Virendra Sehwag, Sania Mirza, and Harbhajan Singh) with brand Amul Kool possibly because most of them associate health with the brand. 26.6 per cent of them associate the glamorous actors (John Abraham, Priety Zinta, Hrithik Roshan, and Shah Rukh Khan) with the brand which goes against the perceived low association towards style in our previous analyses. The body builders (Sunny Deol, Dara Singh, and Salman Khan) form 14.89 per cent of the response which refers to those actors who are more popular for their physique. Other categories include actors who are considered to add credibility (Amitabh Bachchan, Anupam Kher, and Aamir Khan) to the products and politicians (Lalu Prasad Yadav, and Narendra Modi). 52
3.4.2.3 Brand Meaning The next table shows the response regarding the perception of Amul Kool as a brand. It tries to decipher the brand image that is built in the consumers minds. Category Healthy Milk Energetic Tasty Kool Refreshing Thirst Quencher Misc. %age of Respondents 22.46 20.29 7.97 4.35 3.62 2.90 2.17 42.03
Table xviii : Brand Meaning through projective technique
The brand image goes along with the brand association as we observe that even in the table shown above, 22.46 per cent respond saying that Amul Kool is a healthy drink and 20.29 per cent recall milk as soon as they have to respond to the concept of Amul Kool. A few others (7.97 per cent) refer to it as an energetic drink. Other variables obtained are taste, Kool, refreshing, and thirst quencher. It is to be noted here that only 3.62 per cent of the respondents recall the term Kool when asked about the drink. Key Observations (3.4.2): a) Milk and health are highly associated with Amul Kool as obtained through projective technique. b) Sportspersons and actors of glamour world are highly associated celebrities. c) The brand Amul Kool means healthy and milky to respondents.
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3.5 BRAND PERSONALITY AND USER IMAGERY

3.5.1 Brand Personality The following table indicates the brand personality of Amul Kool as perceived by the respondents. It tells us about the opinion a respondent develops instantly when he visualizes Amul Kool as a person. Category Cool Healthy Energetic Caring Stylish Unfashionable/Old Misc. %age of Respondents 16.67 15.94 6.52 5.07 2.90 5.07 51.45
Table xix : Brand Personality through projective technique
The views of the respondents are quite scattered, not pertaining to one of the categories in a big way. 16.67 per cent of the respondents feel that Amul Kool would be a cool person, where as 15.94 per cent think of it as a healthy human. The other observations are energetic, caring, stylish, unfashionable, old, and some other miscellaneous responses. Key Observation (3.4.3): a) Cool and healthy are the brand personalities associated with Amul Kool. 3.5.2 User Imagery User Imagery of a brand represents the most popular image of the users in the mind of customers. Ratings have been used to find out image of Amul Kool users on different attributes pairs through questionnaires. The method adopted to find the users image is third person projection. In the questionnaires respondents were asked to rate a user of Amul Kool on 9 pairs of parameters. The reason behind using a third person as a user is to avoid any response baseness. In our questionnaires respondents were given 7 point scale (point 4 as neutral). 54
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool They were given 9 parameters viz. Male Female, Young Old, Introvert Extrovert, Oblivious Caring, Fashionable Unfashionable, Poor Rich, Rural Urban, Health conscious Junk Foodie, Uneducated Educated.
Figure ix : User Imagery for Amul Kool
Key Observations (3.4.4): a) Respondents do not differentiate Amul Kool users on pairs Male Female, Introvert Extrovert, Fashionable Unfashionable, Poor Rich, Urban Rural. b) Respondents differentiate Amul Kool users on pair Health Conscious Junk Foodie by rated them 2.6 (average) which is towards Health Conscious end. c) On pair Young Old they have rated Amul Kool users on an average 3.3 which is slightly towards Young end of the scale. d) On the same scale their responses are slightly towards Educated and Caring nature of the Amul Kool users.
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4 CONCLUSIONS AND RECOMMENDATIONS

4.1 CONCLUSIONS ...................................................................................57 4.2 RECOMMENDATIONS .........................................................................58
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4.1 CONCLUSIONS
RESEARCH OJECTIVE 1: To measure Brand Awareness and Category Recall Respondents are aware of the brand Amul Kool, however they do not closely associate it with the cold beverages category which is dominated by Pepsi and Coca Cola. Though, it shows a closer association relative to fruit juices, the brand recognition of Amul Kool is the lowest among the studied brands. This implies that Amul Kool does not figure in the consideration set of the majority of the consumers. RESEARCH OBJECTIVE 2: To Identify the Benefits and Purchase Drivers of Cold Beverages a) Taste and thirst quenching ability are the most sought after functional benefits in cold beverage. The other two benefits are health and energy. b) Brand and relaxation are the most important experiential purchase drivers. The others include habitual drinking, drinking for rejuvenation, socialization, and style. c) Most important occasion based drivers in cold beverages are parties and travelling. These are followed by usage as snacks supplement, in between work, along with the meals, with breakfast, and as an alternative to food. RESEARCH OBJECTIVE 3: To map the Brands on Benefits and Purchase Drivers a) Amul Kool shows a wide gap in satisfying the consumers thirst quenching need which is one of the most important functional benefits. Taste need is also not satisfactorily met. b) Relaxation need, considered to be an important purchase driver, is not satisfactorily met by Amul Kool. It is perceived as an average satisfier. It is also perceived that the consumption of Amul Kool is less frequent. c) Amul Kool is not at all perceived to be a party drink, which is one of the most preferred occasions for cold beverage consumption. Travelling is another important occasion but again Amul Kool is consumed merely.
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Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool RESEARCH OBJECTIVE 4: To study Brand Association of Amul Kool a) Amul Kool is strongly and uniquely associated with health and milk though weakly associated with thirst quenching. Taste, an important functional benefit, is strongly associated with Frooti. b) Association of Amul Kool with relaxation and rejuvenation is somewhat near strong. Brand Name as a purchase driver is not highly rated for any brand. c) Amul Kool is weakly associated with occasions based drivers in cold beverages like parties and travelling. d) Sportspersons are the prominent celebrities associated with Amul Kool. RESEARCH OBJECTIVE 5: Brand Personality and User Imagery a) Amul Kool is being perceived by the consumers as a cool and healthy individual. b) Amul Kool as a personality is perceived as health-conscious and educated. Only these two characteristics have been identified with consensus by the consumers.
4.2 RECOMMENDATIONS
1. Projecting Amul Kool as a substitute to the carbonated drinks and fruit juices would be an apt move. Reason: The recognition of Amul Kool in cold beverages category is observed to be lower than the carbonated drinks and fruit juices. While buying cold beverages, consumers display routine response/programmed behaviour which results in automatic purchase based on little search and decision effort. Hence, we see a need of making customers associate Amul Kool with this category by projecting it as a substitute to the other drinks of this category. 2. Amul Kool needs to satisfy the thirst quenching benefit sought by the consumers, which might be done by re-looking at the contents and volume of the drink.
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Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool Reason: Thirst quenching is one of the prominent areas considered indispensable by respondents, and competitors like carbonated drinks have been already making use of this opportunity and rate highly on thirst quenching ability. 3. Another focus area can be promoting it as a drink for relaxation. Reason: Amul Kool has been perceived as a health and an energy drink, which are not preferred purchase drivers. Although the association of Amul Kool with relaxation is somewhat near strong, when compared with the other brands in the category, it has been rated comparatively lower. Relaxation being a very significant purchase driver should be a focus area for Amul Kool. 4. Travelling is an occasion that can be exploited for the purchase of Amul Kool. Reason: Travelling has emerged as the most important occasion for purchase of cold beverages. Amul Kool, perceived as a hunger-satisfying drink, can exploit this area by making use of this quality and projecting Amul Kool as a healthy travel partner. 5. Amul Kool can be developed as a regular drink by generating more occasions for its consumption. Reason: Amul Kool is not perceived to be used frequently by the respondents at present. This might be due to less number of occasions being associated with its consumption, except for being used along with breakfast.
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5 ANNEXURE
ANNEXURE A: NEEDS IDENTIFIED .............................................................................61 ANNEXURE B: EXPLORATORY QUESTIONNAIRE .......................................................63 ANNEXURE C: FACTOR ANALYSIS ............................................................................66 ANNEXURE D: GAMES DESCRIPTION ........................................................................67 ANNEXURE E: CONCLUSIVE RESEARCH QUESTIONNAIRE.........................................73 ANNEXURE F: TABLE FOR PERCEPTUAL MAPS ..........................................................78 ANNEXURE G: UNIQUENESS INDEX ..........................................................................81
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ANNEXURE A: NEEDS IDENTIFIED

Through FGDs and Interviews, following needs have been identified: Functional Benefits i. ii. iii. iv. v. vi. vii. viii. ix. x. xi. xii. xiii. xiv. xv. Taste Thirst quenching Energy Aids digestion Rejuvenating Hunger satisfaction Health Nutrition Substitute of hard drink Because they are pure/clear/transparent Many times they are more hygienic than water available outside Easy to carry To have some cool When need something extremely chilled Increases taste of food
Experiential Purchase Drivers i. ii. iii. iv. v. vi. vii. viii. ix. x. xi. xii. xiii. xiv. xv. xvi. xvii. xviii. xix. xx. xxi. xxii. xxiii. Relaxation Style To look modern To cheer Advertisement They are big brand name Celebrity Because it is youths drink You have got addiction of this It gives pleasure after drinking It gives you joy To influence my friends Because I trust the brand Because they are cool They are fun to drink Time pass No other option of drink Status symbol The way it feels in mouth Brad's Drink It's a Great American Custom To look as a sociable Its adventurers drink 61
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool xxiv. They are for sports person xxv. To enjoy life Occasion Driven Purchase Drivers i. ii. iii. iv. v. vi. vii. viii. ix. x. xi. xii. xiii. xiv. With breakfast In the interval in office hours/classes With fast food like Pizza, Burger In parties To celebrate birthday/anniversary When you dont have time to have food In traveling In summers Easy availability When dont get packaged water out side home Because my friends drinks Watching cricket match Drinking soft drink is must at my work place For serving to guest
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ANNEXURE B: EXPLORATORY QUESTIONNAIRE

Dear Respondent, We are students of T A Pai Management Institute, conducting a research on health drinks. Please cooperate with us by filling up this questionnaire. 1. List the health drinks you are aware of (please write in space provided) 1. 4. 7. 2. 5. 8. 3. 6. 9.
2. Please rate the following parameters on a scale of 1 to 5 according to the importance you attach while consuming a drink. (5 being very important, 1 being not important) Parameters Taste Thirst quenching Energy Helping in digestion Hunger satisfaction Health Hygienic Chilled 3. Please rate the following parameters on a scale of 1 to 5 in terms of importance of satisfaction expected from a drink. (5 being highly important, 1 being not important) Parameters Relaxation Style Modern look Attachment towards advertisement Strong brand name 63
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool Attachment towards celebrity Youthful Addiction Pleasure Trust on brand Time pass Status symbol Rejuvenation Socialization 4. Please rate the following occasions on a scale of 1 to 5 indicating when you would like to consume a drink. (5 being highly favourable, 1 being unfavcourable) Parameters With breakfast During breaks in office/classes While having food In parties As an alternative to food While travelling During hot season While watching any sport/movie For serving guests When no other option is available 5. When discussing a consumer of milk based product, can you say about the following facts: (tick on applicable below) a. Age d. Education e. Health Concisions g. Sporty place 64
b. Gender d. Profession f. Extrovert h. Location of residential
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool h. Any thing else you can say __________________________ i. j. Any thing else you can say __________________________ Any thing else you can say __________________________
Name____________________________ Age______ Contact No.___________________
Thank you for your cooperation!
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ANNEXURE C: FACTOR ANALYSIS

Functional Benefits Factor1 Taste Taste Factor2 Energy Energy Factor3 Health Health Helping in digestion Hygienic Experiential Purchase Drivers Factor1 Rejuvenation Factor2 Relaxation Pleasure Time pass Factor3 Style Style Modern Look Youthful Status symbol Occasion-driven Purchase Drivers Factor1 Factor2 Alternative With to food breakfast Alternative to meals Hunger Satisfaction When no option is available With breakfast Factor3 In between works In between works Factor4 Along with meals While having food Factor5 In parties In parties Factor6 While travelling While travelling Factor7 While snacks While having snacks Watching TV Serving guests Factor4 Brand Strong brand name Attachment towards Ad Attachment towards Celebrity Trust on brand Factor5 Addiction Factor6 Socialization Rejuvenation Relaxation Addiction Socialization Factor4 Thirst Quenching Thirst Quenching Chilled Hot season
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ANNEXURE D: GAMES DESCRIPTION

As per the objectives given to us by management, games were designed in order to bring out required responses from target group of 16 to 30 years. Details of the objectives and various games designed are mentioned below: Stall Theme Theme for Amul Stall was Platform-Udupi Junction. Interiors were decorated in a way to give stall a look of platform. The games were set on tables looking like carts . Theme was selected to attract required target segment. STALL PHOTOS
5.1.1
GAME 1: MIAS WARDROBE
Objective To obtain user imagery of users of Amul Kool, The game focuses on extracting how people view the users of Amul Kool. Description The game was adjudged as one of the best games of Brandscan 2007. Players were provided a mannequin and collection of different faces (age group and gender), various clothes (upper and lower attire). Players were asked to pick a card containing names of 67
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool various drinks. With a chosen card, they were asked to dress the mannequin by what they think of users of brand look like. Various options they had had: Faces: 1. Male Child 2. Female Child 3. Young Male Fashion 4. Young Female Fashion 5. Middle Age Man 6. Middle Age Woman 7. Old Age Man 8. Old Age Woman Tops: 1. Child Top (Male) 2. Child Top (Female) 3. Female V-Cut Kurta 4. Female Kurta With Buttons 5. Young Male Designer Shirt 6. Female Sporty Kurta 7. Male Sporty T-Shirt 8. Female U-Collar Kurta 9. Plain Shirt 10. Office going Man Formal Shirt 11. Young Female Fashionable Gown 12. Saree 13. Kurta (For Salwaar) 14. Male Simple Kurta Lowers: 1. Children's Pants 2. Lower Frock 3. Girl Pant 4. Jeans 5. Formal Skirt 6. Formal Pant 7. Sporty Man's Pant 8. Female Salwaar 9. Pajaama Most of the cards had Amul Kool written on them also as the clothes needed to be pinned up on the mannequin, time limit give was one minute. GAME PHOTO
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Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool 5.1.2 GAME 2: COLD DRINKS HERE
Objective To obtain top of the mind recall for association of various drinks on various parameters
Description: Players were blind folded and were asked to pick a card board can from a cartons which had cans of Amul kool, Pepsi, Coca cola and various other drinks. Then they were asked to guess the name of brand of drink. Since all the cans in cartoon were of same size and shape the answer given by the player was his/her top of the mind recall of the cold beverage. He was then asked to guess the name of the drink after being told about the parameters (these are association of cold beverages which are collected from exploratory research) as a hint to guess the name of drink. The brand suggested by player was his associations of the brand with that parameter.
GAME PHOTO
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Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool 5.1.3 GAME 3: THE RED CARPET
Objective The game was designed in order to capture the Need gap for five drinks Description A zigzag road is made which has three turns, on the completion of each turn, the player is given seventy five rupees and given a need (e.g. at point 1 he is told you have come all the way on a hot summer afternoon and you are very thirsty, at turn two he is told that he is in front of girls hostel from where he has to pick his girlfriend and go for a party and so needs to be seen as a stylish person. The third and the final destination is a party venue where he has to buy a drink) and asked to buy 5, 4,3,2,1 units of each of the five drinks that is available. The game rates the five drinks on a scale of five these five drinks. To bring the interest flavor for the player, he was blindfolded and each time he moved out of the zigzag road 5 rupees (out of 50 given initially, not included in 75 given at each stage) was taken away. This game was highly appreciated by the target segment and a long queue was always present to play this game. GAME PHOTO
5.1.4
GAME 4: SPIN THE WHEEL 70

Objective
The objective of the game was to bring out the favored variants by the consumer of milk. Description The flavors included on the wheel were elaichi, chocolate, mango, rose and kesar. The player was asked to rank his preference among the above mentioned variant. The person gets ten points if the pointer points towards his first preference, eight of second and so on. The ranking of the flavors currently provided were captured by the game. GAME PHOTO
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GAME 5: PLATFORM POKER Objective This game brings out the association of Amul Kool with various personality, events etc Description The game used playing cards to bring out the same. The member who conducted the game had five cards of different drinks in his hand and on the table 15 different cards are placed, these cards have different personalities, events, sports etc pasted on them. For each card the person who is conducting the game throws a card has to be chosen from the table, the players were occasionally asked to explain the reason for choosing the card later.
GAME PHOTO
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ANNEXURE E: CONCLUSIVE RESEARCH QUESTIONNAIRE

Dear Respondent, We are students of T A Pai Management Institute and conducting a survey on cold beverages. We require your valuable opinion. We assure that the data furnished by you will remain confidential. 1. Please give the first name which comes to your mind when you think of cold beverages: ______________________________ 2. Please mention brands of cold beverages which you are aware of: a.__________________ b.__________________ d.__________________ e.__________________ g.__________________ h.__________________ c.__________________ f.__________________ i.__________________
3. Please rank the following parameters according to the importance you attach to them while purchasing a cold beverage (1 being the most important, 4 being least important) Parameter Taste Energy Health Thirst Quenching 4. Please rank the following parameters according to the importance you attach to them while purchasing a cold beverage. (1 being the most important, 6 being least important) Parameter Brand Style Rejuvenation Relaxation Socialization Habitual 73
Level of Importance
Level of Importance
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool 5. Please rate the following occasions on a scale of 1-10 depending on how often you consume cold beverages on these occasions. (10 being always, 1 being never) Occasions Alternative to food With breakfast While Travelling In Parties Along with meals In Between Work Snacks Supplement Level of Importance
6. Which of these chilled beverages brands are you aware of? Amul Kool [ ] Limca [ ] Nandini [ ] Pepsi [ ] Appy Fizz [ ] Thumbs Up [ ] Coca Cola [ ] Real [ ] Maaza [ ] Frooti [ ] Tropicana [ ] Mountain Dew [ ]
7. Please rate the following brands on the following parameters on a scale of 1 to 10 with respect to the satisfaction on the following parameters. (10 represent complete satisfaction) Parameter Taste Energy Health Thirst Quenching Amul Kool Pepsi Coca Cola Frooti Limca Real Appy Fizz
8. Please rate the following brands on the following parameters on a scale of 1 to 10 with respect to the satisfaction. (10 represent complete satisfaction) 74
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool Parameter Brand Style Rejuvenation Relaxation Socialization Habitual 9. Please rate the following brands on the following parameters on a scale of 1 to 10 with respect to the satisfaction. (10: complete satisfaction, 1: extreme dissatisfaction) Parameter Alternative to food Breakfast Supplement Travelling Partner In Parties Complementary to Dinner/Lunch In between work Snacks Partner 10. Please select () the appropriate brands. (You can select more than one brand.) Statements I think following drinks are tasty These drinks give me energy I become healthy after drinking 75
Amul Kool
Pepsi
Coca Cola
Frooti
Limca
Real
Appy Fizz
Amul Kool
Pepsi
Coca Cola
Frooti
Limca
Real
Appy Fizz
Amul Kool
Pepsi
Coca Cola
Frooti
Limca
Real
Appy Fizz
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool These brands quench my thirst These brands add to my style They rejuvenate me These brands help in socialization I can relax while drinking I am habitual of brand These brands, I have as an alternative to my food I consume them with breakfast While Travelling, I have These brands I have in parties With food, I can drink In between work , I have With Snacks, I can have 11. When you think of Amul Kool, what comes to mind? ________________________ 12. Does the above mentioned word by you, remind you of some other brand/product also? (If yes, then mention the name below). _________________________________ 13. According to you, which celebritys personality goes with the brand Amul Kool? __________________________________________ 14. What does Amul Kool mean to you? _____________________________________ 15. If Amul Kool were a person, what would its personality be like? ________________ 76
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool 16. If some one uses Amul Kool, how and who would one be? (Tick one number () corresponding to each parameter) Parameter 1 2 3 (Cant say) 4 Male Young Introvert Oblivious Fashionable Poor Rural Healthconscious Uneducated Basic Details: Name:___________________________________ Contact: No.______________________________ Age:___________ Gender:_____________ Educational Qualification: Senior Secondary Graduate Family Income (Rs. per month): Less than 5,000 Above 25,000 5,000 15,000 15,000 25,000 Higher Secondary Graduate Post Educated Female Old Extrovert Caring Unfashionable Rich Urban Junk Foodie 5 6 7 Parameter
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ANNEXURE F: TABLE FOR PERCEPTUAL MAPS

Functional based Benefits
Test of Function(s) 1 through 4 2 through 4 3 through 4 4 Wilks' Lambda Wilks' Lambda 0.57 0.96 0.99 1.00 Chi-square 367.83 23.83 5.86 0.33 df 24.00 15.00 8.00 3.00 Sig. 0.00 0.07 0.66 0.95
Standardized Canonical Discriminant Function Coefficients Function 1 2 3 Taste -0.19 1.32 -0.37 Energy -0.27 -0.46 -0.50 Health 1.28 0.12 0.38 Thirst Quenching -0.40 -0.33 1.19 Functions at Group Centroids Function 1 2 3 Amul Kool 1.11 0.00 -0.08 Pepsi -0.92 0.06 0.00 Coca Cola -0.99 0.06 0.04 Frooti 0.22 0.31 -0.04 Limca -0.56 -0.31 -0.03 Real 0.93 -0.04 0.23 Appy Fizz 0.21 -0.17 -0.06 Unstandardized canonical discriminant functions evaluated at group means Cold Beverage
4 -0.22 1.43 -0.58 0.03
4 -0.01 0.02 -0.02 0.00 -0.03 0.01 0.04
Experiential or Emotional Benefits

Test of Function(s) 1 through 6 2 through 6 3 through 6 4 through 6 5 through 6 6 Wilks' Lambda Wilks' Lambda 0.84 0.96 0.98 1.00 1.00 1.00 Chi-square 110.82 24.97 12.07 2.01 0.40 0.00 df 36.00 25.00 16.00 9.00 4.00 1.00 Sig. 0.00 0.46 0.74 0.99 0.98 0.96
Standardized Canonical Discriminant Function Coefficients Function
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1 -0.23 0.77 -0.42 -0.67 0.85 0.29 2 1.39 -0.85 -0.11 0.28 0.12 -0.06 3 -0.90 -0.21 0.90 0.42 0.13 0.32 4 0.18 0.72 0.30 -0.40 -1.21 0.77 5 -0.71 1.24 -1.10 1.43 -0.44 -0.27 6 -0.10 0.55 0.98 -0.71 0.15 -0.82
Brand Style Rejuvenation Relaxation Social Habitual
Functions at Group Centroids Function 1 2 3 Amul Kool -0.52 0.08 -0.14 Pepsi 0.46 0.07 -0.03 Coca Cola 0.48 0.07 -0.08 Frooti -0.22 0.07 0.14 Limca -0.19 -0.27 -0.07 Real -0.20 0.09 0.26 Appy Fizz 0.14 -0.27 0.07 Unstandardized canonical discriminant functions evaluated at group means Cold Beverage
4 0.01 -0.02 0.03 -0.11 0.01 0.09 -0.01
5 0.01 -0.01 0.00 -0.01 -0.05 -0.01 0.05
6 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Occasion-driven Reasons for Consumption

Wilks' Lambda Wilks' Lambda 0.62 0.93 0.98 0.99 1.00 1.00
Test of Function(s) 1 through 6 2 through 6 3 through 6 4 through 6 5 through 6 6
Chi-square 275.68 38.56 13.60 6.17 1.11 0.26
df 42.00 30.00 20.00 12.00 6.00 2.00
Sig. 0.00 0.14 0.85 0.91 0.98 0.88
Standardized Canonical Discriminant Function Coefficients Function 1 Alternative to food Breakfast Supplement Travelling Partner In Parties -0.05 -0.13 -0.05 0.37 2 0.00 0.30 0.20 0.16 3 -0.31 0.33 -0.38 0.18 4 -0.08 -0.06 0.17 -0.25 5 -0.14 -0.05 -0.03 -0.07 6 0.18 -0.13 -0.16 0.05
79
Complementary to Dinner/Lunch In between work Snacks Partner (Constant)
0.07 -0.05 0.02 -1.23
-0.08 -0.01 -0.08 -2.55
0.17 -0.01 0.01 0.41
0.37 -0.08 0.16 -1.32
-0.14 0.48 0.01 -0.59
0.15 0.20 -0.28 0.28
Functions at Group Centroids Function 1 2 3 4 Amul Kool -1.07 -0.17 0.08 0.04 Pepsi 0.80 -0.05 0.10 0.02 Coca Cola 0.79 -0.02 -0.01 0.10 Frooti -0.30 0.07 -0.25 0.07 Limca 0.31 -0.17 0.01 -0.22 Real -0.39 0.56 0.09 -0.04 Appy Fizz -0.01 -0.05 -0.13 -0.12 Unstandardized canonical discriminant functions evaluated at group means Cold Beverage
5 0.00 -0.02 0.01 0.03 0.07 0.00 -0.08
6 0.00 0.03 -0.03 0.02 0.00 0.00 -0.01
80
ANNEXURE G: UNIQUENESS INDEX

Scale used for Uniqueness Index Meaning Shared Association Non-Unique Association Somewhat unique Association Unique Association Very Unique Association Index Score 0-10 11-20 21-30 31-40 41-50
Uniqueness Index for Amul Kool Uniqueness Amul With Amul 1 Only Weightage I think following drinks are tasty These drinks give me energy I become healthy after drinking These brands quench my thirst These brands add to my style They rejuvenate me These brands help in socialization 2 4 5 81 2 1 0 2 7.6 2 4 4 16 2 16 0 7 2 6 0 0 4 3 5.8 25.3 1 4 8 8 4 2 6 12.5 15 33 26 4 0 0 0 44.9 6 23 34 16 3 0 1 42.4 3 10 30 19 16 3 4 36.5 0.7 0.6 Amul With 2 0.5 Amul With 3 0.4 Amul With 4 0.3 Amul With 5 0.2 Amul With 6 0.1 Uniqueness Index
Other Other Other Other Other Other
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool I can relax while drinking This is an habitual These brands, I have as an alternative to my food I consume them with breakfast While Traveling, I have These brands I have in parties With food, I can drink In between work , I have With Snacks, I can have 6 10 11 10 3 0 9 21.5 4 8 9 10 3 4 5 18.3 3 14 8 6 1 3 6 18.4 1 1 1 3 0 1 1 3.3 3 4 9 6 5 1 3 13.4 9 25 6 6 1 0 2 27.2 10 20 7 2 0 0 1 23.4 3 1 11 2 13 0 12 2 4 0 1 0 7 1 22.1 2.8
82
6 TEAM AMUL
83
Need Gap Analysis of Cold Drink Consumers, Association Study of Brand Amul Kool & User Imagery of Amul Kool Project Leader Mr. Harish Gehlot Leader Support Group 1. Ms. Nidhi Lakhotia 2. Mr. Peeyush Agarwal 3. Ms. Rajani Khetan 4. Mr. Vaibhav Srivastava PGP-II Team Members 1. Mr. Gaurav Pathania 2. Mr. Jai Krishan Kedia 3. Mr. Nitin Sureka 4. Mr. Rishabh Gupta PGP-I Team Members 1. Mr. Abhishek Kumar 2. Ms. Nimkee Gupta 3. Mr. Pawandeep 4. Mr. Puneet Kapoor 5. Mr. Rajaram Pai T 6. Mr. Rajkumar Solanki 7. Ms. Ruchika Saraf 8. Mr. Vinayaka R Nayak
84

AMUL BrandScan&#39;07 Report

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PROJECT REPORT

T. A. Pai Management Institute, Manipal-576104, Karnataka Tel No: 0820 - 2572488

For Team Amul Harish Gehlot Project Leader

BrandScan 2007 T. A. Pai Management Institute, Manipal

BrandScan 2007 T. A. Pai Management Institute, Manipal

BrandScan 2007 T. A. Pai Management Institute, Manipal

BrandScan 2007 T. A. Pai Management Institute, Manipal

BrandScan 2007 T. A. Pai Management Institute, Manipal

BrandScan 2007 T. A. Pai Management Institute, Manipal

1.1 COMPANY BACKGROUND

BrandScan 2007 T. A. Pai Management Institute, Manipal

1.2 MANAGEMENT PROBLEM

1.3 RESEARCH OBJECTIVE(S)

BrandScan 2007 T. A. Pai Management Institute, Manipal

BrandScan 2007 T. A. Pai Management Institute, Manipal

2.1 RESEARCH PROCESS

Conclusion and Recommendations Inferences from data analysis and Recommendations

Data Analysis Using Appropriate Statistical Techniques

PRE BRANDSCAN (EXPLORATORY RESEARCH PHASE)

BrandScan 2007 T. A. Pai Management Institute, Manipal

BrandScan 2007 T. A. Pai Management Institute, Manipal

BRANDSCAN PHASE (DISGUISED CONCLUSIVE RESEARCH)

BrandScan 2007 T. A. Pai Management Institute, Manipal

2.2 RESPONDENTS PROFILE

2.3 RESEARCH TOOLS

Analysis Technique Frequency Analysis

10, 11, 12, Frequency Analysis 13, 14 Means

Frequency Analysis Means

BrandScan 2007 T. A. Pai Management Institute, Manipal

BrandScan 2007 T. A. Pai Management Institute, Manipal

3.1 BRAND AWARENESS, CATEGORY RECALL AND RECOGNITION

Figure i : Top-of-the-mind recall of various brands

BrandScan 2007 T. A. Pai Management Institute, Manipal

P er centag e o f R espo ndents

BrandScan 2007 T. A. Pai Management Institute, Manipal

Table iii : Brand recognition in terms of percentage of respondents

BrandScan 2007 T. A. Pai Management Institute, Manipal

3.2 PRODUCT BENEFITS AND PURCHASE DRIVERS

BrandScan 2007 T. A. Pai Management Institute, Manipal

100% 90% 80%

16.80% 4.8% 32.00%

70% 60% 50% 40% 30% 20% 10% 0%

Figure iii : Functional based benefits

Table iv : Ranking of functional based benefits

BrandScan 2007 T. A. Pai Management Institute, Manipal

100% 90% 80%

7.2% 28.8% 28.1%

70% 60% 50% 40% 30% 20% 10% 0%

18.7% 7.2% 23.0% 20.9% 23.7% 3.6% 8.6%

Habitual Socialization Relaxation Rejuvenation Style Brand 25.2%

11.5% 13.7% 23.0% 20.9%

Figure iv : Experiential or emotional benefits

BrandScan 2007 T. A. Pai Management Institute, Manipal

Benefit Brand Relaxation Habitual Rejuvenation Socialization Style

Table v : Ranking of experiential or emotional benefits

Table vi : Trend shown by occasion-driven reasons for consumption

BrandScan 2007 T. A. Pai Management Institute, Manipal

Table vii : Importance of occasion-driven reasons for consumption

*Higher rated occasions have been assigned higher importance.

BrandScan 2007 T. A. Pai Management Institute, Manipal

3.3 BRAND MAPPING/BRAND PERCEPTION

BrandScan 2007 T. A. Pai Management Institute, Manipal

BrandScan 2007 T. A. Pai Management Institute, Manipal

AMUL BrandScan'07 Report

AMUL BrandScan'07 Report