Aastha Final Report (Internship) 1

8/12/2019 Aastha Final Report (Internship) 1

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A REPORT

ON

MARKET RESEARCH ON VARIOUS PRODUCTS.

ByAastha singh12BS0012

TNS(India) Private Limited


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A REPORT

ON

MARKET RESEARCH ON VARIOUS PRODUCTS.

ByAastha singh12bsp0012IBS PUNE

TNS (India) Private Limited

A report submitted in the partial fulfillment of the requirements ofPGPM Program of IBS PUNE.

Copy of report submitted to :

Mr. Pravin Shinde Date of submission:-31May 2013Field Executive, TNS (India) Pvt. Ltd

Prof. Rajaram KrishnaswamiFaculty - IBS Pune


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ACKNOWLEDGEMENT

I am grateful to a number of people who have helped me throughout this project and

made the project a successful one .I extend my sincere gratitude to Prof. Raja ram sir,

faculty in charge and Mr Praveen Shinde (field executive and company guide TNS pvt.

Ltd) for guiding me throughout the assignment. They had been of a great support and

guide to me during the entire course work and for the successful completion of this

project which is the partial fulfilment of requirement of PGPM program of IBS PUNE .I

would like to thank those who have given their precious time and effort in providing

me with the valuable data and information about the project.

Date: 31stmay, 2013

Aastha Singh

12BSP0012


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TABEL OF CONTENT

Acknowledgement

Abstract

Executive summary

INTRODUCTION

Company

What is market Research?

Types of research Design

Methodology

Project 1-Crispy

Executive summary

Introduction

Methodology

Constraint of study

Finding, Interpretation

Recommendation

Conclusion

Questionnaire

Project 2-Mint

Executive summary

Introduction

Methodology

Constraint of study


Recommendation

Conclusion


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Questionnaire

Project-3 IPL Achievers

Executive summary

Introduction

Methodology

Constraint of study


Recommendation

Conclusion

Questionnaire


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Abstract

It is my fortune that I got opportunity to do my internship project with TNS.

Main objective of the research is that a particular company wants to know the satisfaction

level of target customer are satisfied with the services or not and if they are not satisfied thenwhat are the problem that they are facing and what is customer expectation or what new orinnovative they want in it. Customer satisfaction or the customer prefrence providesan indication of how successful the organization is at providing products or services to themarket.

In a competitive marketplace where companies tries to make a coustmer baseand the customer satisfaction is a key differentiator and increasingly has becomea key element of business strategy.

These are some main domain of satisfaction includes are quality, value, timeliness,efficiency, environment, after sale services, customer care, service quality, commitment of

the customer and innovation sector.

In this project I was supposed to collect information by taking their valuable feedbacks. whiledoing this project I got so much exposure and confidence. We went through the process ofcollecting data on the basis of questionnaire prepared by our research team..

Overall this project helps me to build up my confidence level, deal with the different peopleand enhance my practical learning.


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Executive summary

Student information:-Aastha Singh

Enrolment no:-12BSP0012

Organizational detail:-

TAYLOR NELSON SORFES (TNS India Pvt. Ltd.)

Pune, Maharashtra

Main activity of the organization: - B2B & B2C Market Research

Title of the project: - Market Research on various products

Objective of the project: - To find out the consumers behaviour on the purchasing of

existing and new upcoming products.

Background: - Respondents are searched by hunting and snow bowling method and

from the given data base.

Methodology used:- Interview with the help of questionnaire and Random and Booster

sampling method used.

Finding and conclusion:-learning and observation of costumer behaviour,

suggestions are provided by costumer.

Recommendations:-Companies should give more emphasis on customer preferences

and should target every section of society.

Special Achievements/ Recognition:-

a) Got a good knowledge about current market scenario of FMCG products,

financial products and the brands which people are aware of most.

b) Understood part of market research work.


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Introduction

About The company

Taylor Nelson Sofres (TNS) India is one of the countrys leading and fastest growingcustomized market research group, offering clients a wide range of market research insightsand solutions.

TNS India offers a range of comprehensive market research services catering for local andinternational clients that want to get a deep understanding of both urban and rural Indialife. It also offers clients with a wide range of customized quantitative and qualitative marketresearch techniques and solutions, including proprietary market feedback models coveringareas of brand health, tracking, segmentation and advertising effectiveness.

Our strength lies in our approach to servicewe were the first and currently only Indianmarket research organisation to receive ISO certification for our operations.

TNS India has 4 full client service offices, as well as 21 field centres. This gives uscomprehensive coverage of both urban and rural India.Our sister company, TNS Lanka offers professional market research services andconsultancy on the Sri Lankan market.

We operate as sector specialists in the Indian market covering FMCG, Automotive,Technology, Finance, B to B as well as the Social sector. Our researchers use state of the

art methodologies and deep understanding of the sector domain to provide timely andaccurate recommendations to our clients business. Additionally, our Proprietary BusinessSolutions give a leading edge to our clients in their marketing decisions.

TNS India is one of the countrys leading and fastest growing customized market researchgroup, offering clients a wide range of market research insights and solutions.


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Market research

Market research is the process of systematic gathering, recording and analysing of dataabout customers, competitors and the market. Market research can help create a businessplan, launch a new product or services, fine tune existing product and services, expand into

new markets etc. It can be used to determine which portion of population will purchase theproduct/ services, based on variables like age, gender, location and income level. It can befound out what market characteristic your target market has. With market researchcompanies can learn more about current and potential customers.

The purpose of market research is to help companies make better business decision aboutthe development and marketing of new products. Market research represents the voice ofthe consumer in a company.

A list of question that can be answered through market research.

What is happing in the market? What are the trends? Who are the competitors?

How do customers talk about the product in the market?

Which needs are important? Are the needs being met by current products?

With market research you can get some kind of confirmation that there is a market for youridea, and that a successful launch and growth are possible. The market research processconsists on these basis steps. These steps include.

1. Defining the research problem.

2. Establishing the research design.

Defining the research problems:

The steps defining the research problem exist of 2 main steps.

Defining the problem is the single most important steps in the market research process. Aclear statement of the problem is a key to a good research. After formulating your problemyou need too formulating your research questions. What question need to be answered andwhich possible sub-questions do you have.

With the problem or opportunity defined, the next step is to set objectives for your marketresearch operations. Research objectives related to and determined by the problemformulating, are set so that when achieved they provide the necessary information to solvethe problem. Clear objectives can lead to clear results.

The problem description, the research question, sub questions and the research objectivesare part of an overall document problem description.

After description and formulating the problem and the objectives, the next steps is to preparea detailed and realistic time frame to complete all step of the market research process.


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Selecting and establishing research design:

The step selecting and establishing research design consists these main steps.

Select the research design.

Types of research.

Select the research design.

As stated earlier, every research project and every business is different. Still there areenough commonalities among research project to categorize them by research methods andprocedures used to collect analyse data.

Types of research design.

Exploratory research design:

Exploratory research design is defined as collection of information in an unstructured andinformal way. For example if the owner of a new restaurant often eats out at competitorsrestaurants in order of gather information about menu selections, prices, and servicesquality.

Descriptive research:

Descriptive research refers to a set of method and procedures that describe marketingvariables. Descriptive studies portray these variables by answering who, what, why and howQuestions. These types of research studies may describe such things as competitors

attitudes, intention and behaviours, or the number of competitors and their strategies.

Causal research design:

Causal research design is conducted by controlling various factors to determine which factoris causing the problem. It allows you to isolate causes and effect. By changing one factor,say price you can monitor its effect on a key changing one factor, say price you can monitorits effect on a key consequence such as sales. Although causal research can give you ahigh level of understanding of the variables you are studying, the design often requireexperiment that ate complex.

Research design:

The formidable problem that follows the task of defining the research problem is the

preparation of the design of the research project, popularly known as the research design .Decision regarding what, where, when, how much, by what means concerning an inquiry or


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a research study constitute a research design. A research design is the arrangement of

conditions for collection and analysis of data in a manner that aims to combine relevance tothe research purpose with economy in procedure.

The research design is the conceptual structure within which research is conducted; itconstitutes the blueprint for the collection, measurement and analysis of data. As such thedesign includes an outline of what the researcher will do from writing the hypothesis and itsoperational implication to the final analysis of data. Design decisions happened to be inrespect of what (study about), why (study being made), where (study carried out), what (typeof data require), where can the required data be found, what techniques oh data collectionwill be used, how will the data be analysed.


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METHODOLOGY

Different sample size is allocated to different area or the cities.

Respondent are interviewed with the help of questionnaire.

Type of questions in questionnaire contain :

a) Scale Rating Method.

b) Some Close-Ended type of questions.

c) An Open-end question as a suggestion box.

Criteria to be check by the interviewer.

Interviewer have to find out their respondents by the HUNTING, in which wetarget differnt areas and took our respondent from there.

FLOW OF THE PROJECT

INITIATE PROJECT

AREA OF PROJECT IS DECIDED

FEILD WORK

DATA ANALYSIS


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Steps taken while execution of any project

Step 1:-

a) work plan decided

b) Creation of team.

c) Understanding of the priorities and the criterias

d) Formulate action plans

Step:-2

a) Divide different location of project amongst team members.

b) Face to face interview method adopted.

c) Conduct field interviews.

Step:-3

Qualitative and quantitative analysis.

Step:-4

Present findings for Implementation.

Strategy recommendation for successful market


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PROJECT 1:-CRISPY

Executive summary

1. Student Information:

Name: Aastha singh Enrolment No.12BSP0012

2. Organization Description: Market Research

Industry Type:

Finance

Automotive

FMCG

Political and Social

Technology

Hospitality & service sector.

Name of the organization: Taylor Nelson Sofres(TNS)

Address of the Organization: Ameya Co. Operative Housing Society, Plot No.549/550, Flat No. 3, 2nd Floor, Opp. Ashwamegh hotel, Shaniwarpeth, Pune-411030, India

3. Title of the project: Market research on various products.

4. Objective of Project:

Objective of this project is to measure effectiveness of all marketing actives of

Ferrero Kinder and to find out consumer behaviour on new launching product.

5. Project Description

The interview person should first taste the product and then he/she has to givehis/her on the product.

Sample size (100)


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6. Background:

The study was conducted among the general public of the city Pune who mustearn 15lakh or above. The data has been collected from both male and female ofAge group 15-60 years-

7. Research Design:

Quantitative face-to face interviews by using a structured questionnaire. About 10-15 minutes is spent for taking interview of every individual.

8. Sampling Technique:

Booster sampling is done in this overall study. The questionnaire was administeredby home intercept form such that it becomes easier to respond to the questionsasked by the interviewer.


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INTRODUCTION

In the present world, Chocolate is the only word that transcends the barrier of age andlanguage intriguing alike from kids to their grandparents. It is one which is consumed andliked by almost every one. Chocolate accounts for a small share of the sugar andconfectionary market in India. Mithai- the traditional Indian sweet is getting substituted bychocolate. The consumption level of chocolate is surged during festive seasons likeRakshabandhan, Diwali, etc. chocolate marketing India is estimated are around 1500 coresgrowing at 18-20% per annum.

The increasing consumption levels, offers the industry significant prospects, especially forforeign players which are highly competitive. There are a small number of large firms in theindustry - Cadburys, Nestl and Amul being the most well-known.

Many of the brands in the market have been in existence for a long time and have a highamount of brand loyalty. Openings for new products therefore are limited. There are manyexamples of products that have been launched but could not sustain long-term sales

success. For example, mars, Gandour, etc. The study mainly focuses on the buyingbehaviour of the people followed in making purchase of chocolates and how far the taste,packaging, price, size and age group affect it. A sample of 100 people with different agegroups is taken and interviews are conducted to find the above. By going through theinterviews of these people it was found that age, pricing and packaging becomes the mainfactor in deciding the type of chocolate that is to be bought.

Indian market consists of all type of consumers, but at most consumers go for the well-known brands, and its a constraint for new upcoming brands to mark up their presence inmarket.

FERREROis a well-known international brand; it is coming up with a new product in Indian

market targeting the kid segment i.e. kinder schoko bons crispy. Before launching theproduct in market the company wants the overview of customer after tasting it did they likethe product or any changes they wanted in that.

MEANING OF CHOCOLATE:-

1. A preparation of the seed of cocoa, roasted, husked, and ground(without removing any ofthe fat), often sweetened and flavoured, as with vanilla.


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2. A beverage or confection made from this.

3. Dark brown.

4. A divine substance inspiring passion in those who consume it.

Origin of chocolate

The word chocolate comes from the Mayan word xocoatl, and the word cocoa from the

Aztec cacahuatl. In Mexico, the beverage was called chocolath, from lath (water) and Choco.Supposedly the Spaniard found the Mexican word hard to pronounce and called it cacao.

From cocoa to chocolate

Sorting, clearing, frying, crushing, grinding is the only small part of stages of production cycletransforming cocoa beans in chocolate, which we eat. Chocolate is really the unique product,tasty, highly nutritive (about 550kkal in 100gm of a product), capable to be stored by yearswithout change of properties. It contains 50-55% of carbohydrates, 32-35% of fat, 5-6% offibres. And also tannin substances (4-5%), stimulators-the bromine and caffeine (1-1.5%),microelements Na, K, Mg, P, Fe and vitamins B1, & B2.

About the company:-

FERRERO SPA is an Italian manufacturer of chocolate and other confectionery products.It was founded by confectioner Pietro Ferrero in 1946 in Alba, Piedmont, Italy. The company


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saw a period of tremendous growth and success under Pietro's son Michele Ferrero. Ferrero

Spa is a private company owned by the Ferrero family and has been described as "one of

the world's most secretive firms. The Ferrero Group worldwide now headed by CEO

Giovanni Ferreroincludes 38 trading companies, 18 factories and approximately 21,500

employees. Ferrero International SA's headquarters is in Luxembourg. Its German factory is

the largest of all and Pasquale Giorgio is its current CEO.

In 1946, Pietro Ferrero invented a cream of hazelnuts and cocoa, derived from Gianduja and

to be spread on bread, and called it Pasta Gianduja. Ferrero created the new company to

produce and market it. Later on his sons became joint chief executives. Michele Ferrero

modified his father's recipe to produce Nutella, which was first sold in 1964 and has become

popular around the world.

The company places great emphasis on secrecy, reportedly to guard against industrial

espionage. It has never held a press conference and does not allow media visits to its

plants. Ferrero's products are made with machines designed by an in-house engineering

department.

Products manufactured by Ferrero

Ferrero most popular products are:-

a. Ferrero rocher

b. Raffalleo

c. Mon Cheri

d. Kinder surprisee. Nutella

f. Kinder beuno

g. Kinder pingui

h. Tic tac

Kinder chocolate

Kinder Chocolate is a confectionery product of Italian confectionery multinational Ferrero

SPA. "Kinder" is the German word for "children". Kinder is also the old fashioned word for

children in Dutch (Holland).

Different products of kinder

1) kinder Bueno is a duo set of chocolate wafer bars containing a hazelnut cream filling and

was released in the United Kingdom in 1999. These were marketed as the 'first Kinder


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chocolate for adults', and have gained the Kinder brand greater recognition in the UK. Kinder

introduced a white chocolate version of Bueno in 2008.

2) Kinder surprise is a hollow milk chocolate egg shell containing a toy. The outside surface

of the egg is milk chocolate, and the inside is made of white chocolate.

3) Kinder Joy is similar in shape to the Kinder Surprise; it has a plastic egg-shaped

packaging that is internally divided into two halves. One half contains two soft creamy

chocolate layers, one milk-chocolate flavoured, one white-chocolate flavoured, which are

eaten with an included spoon. Embedded in the ganache are two round, chocolate-covered

wafers, which are filled with the same hazelnut cream found in Kinder Bueno. The other half

contains a small toy.


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These are the products which are available in Indian market. There are other major players

in market which are the great competitors of kinder product, such as Cadbury dairy milk,

nestle, amul, Twix, 3 musketeers and milka.

Kinder chocolate

Parent company FerreroCategory ChocolateSector Food and beverages

Tagline Invented for kids approved by mumsUSP A milk chocolate for kids, which is

small in size and made with good quality

ingredient.

SWOT Analysis


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Strength

1. More than 60 years old brand

2. High Brand loyalty

3. Trusted brand by mothers for their Children.

4. Small in size for kids

5. Popular parent brand-Ferrero

6. Globally marketed brand

7. Available in variety of packages

8. Good quality ingredients, with goodness of milk.

Weakness

1. Lack of advertising in emerging markets

2. Lots of options available hence high brand switching

Opportunity

1. Tap the untapped markets like India

2. Growing concern about heating habits of kids

3. Advertise and market the product in all the markets

4. Sponsorship to events, shows and competition for kids

Threats

1. Competition from other chocolate brands

2. Rise in cost of raw materials like sugar

3. Inflation may cause fall in sales as chocolate in not a necessity


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Main Text

Kinder is upcoming with a new product in Indian market named it Kinder schoko bons crispy

. The research work is done for the same product; The main purpose of research is to find

out the consumer behaviour on the new coming product in the market.

METHODOLOGY

SOURCES OF DATA:

After the research problem has been defined and the research design has been chalked out,

the task of data collection begins. The data can be collected mainly through primary sources,

but it was supplement with secondary data.

There were two sources of data used:-

1. Primary data

2. Secondary data

a) Primary data is the data which is collected through observation or direct

communication with the respondent in one form or another. These are several

methods for primary data collection like Observation Method, Interview

Method, through schedules, through questionnaires and so on.

b) Secondary data is data which is collected through internet , journals, articles.

Constraints of the study


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1) The time of research was short due to which many fact has been left untouched.

2) The Area undertaken in research in some areas of Pune only. But to do a complete

research a wide area is required, so the area is also a constraint of the study.

3) Sample for the study taken is of only 100 consumers. This can also act as a constraint in

the study.

4) While collecting data some of the consumers are not willing to fill the questionnaire, so

they might not fill their true behaviour. This can also be a constraint of the study.

The design of questionnaire was as follows:

Types of questions:-

Multiple choice questions were used.

Phrasing of the questions

The following points were taken into consideration while phrasing of the questions:

1. Difficult and vague words were avoided.

2. Lengthy and unspecific questions were avoided.

3. Two questions were not combined together.

Order of the questions:

General questions were included first followed by specific questions.

Number of questions:

The questionnaire consisted of 12 questions.

Sampling size and sampling method:-

Booster sampling method was used and the sample size was 100.

Target population

The selected population consisted of diversified age groups from different areas of Pune.


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Objective:-

1. To study the taste of consumer which kind of product they like and what changes they

want in existing product.

2. To find the extent of brand loyalty of consumers that exists among different chocolate

brands.

3. To study the influence of various aspects on buying behaviour.

These factors are:-

Price

Taste

Brand name

Packaging

FINDINGS

The survey conducted discovered that most of the chocolate consumers falls in the

age group of 525

.There is a common notion that chocolates are meant for younger generation butsurvey revealed that every section of the society has chocolate consumers.

The survey showed that 47% of people liked the chocolate very much

.It also exposed that the crunchiness of product and 20% people liked the hazel nut

filling in the chocolate.

The other prime findings were that 58% of people who tasted chocolate find the

price of product is not so much reasonable.

From the sample collected 34% consumer said that itseasy to open ,25% likes itseasy to carry ,23% of people like the colour of packet and 18% of likes the texture of

the packaging.

Whereas 59% of consumer like to consume the product any time, and 47% people

like to share it with their family and friends.


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INTERPRETATIONS

1) Purpose of purchase:-

Most of the people purchase Chocolates for fun, enjoyment and sharing. Chocolates are

being more preferred as gifts rather than sweets particularly in the urban as well as semi-

urban areas.

2) Sources of information:-

Information regarding chocolates is obtained through commercial sources i.e. TV ads,

Displays, etc.

3) Basis for selection:-

Attributes like appearance, wrapper colour, size of the chocolate bar, taste, price

becomes the basis for evaluation and the selection of the Chocolates.

4) Age groups:-

All the age groups prefer Chocolates for snacking and fun. Mostly Chocolate of price

range Rs. 5-20 are preferred. Other brands advertisements focus on all age groups

whereas kinder focuses on kids.

Recommendations

Proper concentration:-Though kinder has got a wide product variety, it still needs toconcentrate more on its chocolate products. Without compromising on quality, kinder can

enlarge the size of its chocolates to gain the demand for it.

Penetration pricing:-

Taking the diverse economy of India into consideration, kinder should go for "penetration

pricing so that people from all income groups are benefited. Penetration pricing is an

approach to pricing where in the price is set to a sufficiently low level (below the prices of

competing products) to make the product attractive to mass market. The aim is to

achieve large market share by high initial sales.


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External appearance: - packagingshould be more attractive as the appearance of the

chocolate matters a lot for the consumers.

Innovative and up to date promotions:-

The traditional method of promotions has to be changed by the Companies. A portion of

the ad budget can be allocated for retailers' margin. Through ad campaigns, the

companies can also create awareness among consumers regarding the products.

Proper market segmentation:-

The target consumers for kinder should be people from all age groups, not only the kids.


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CONCLUSION

The chocolate market is as fragmented as any other FMCG category, such as ice

creams or shampoos and within the chocolate market, exists a tough competition among

the confectionary companies. The growing chocolate market is gaining attention of all themanufacturers thus giving rise to opportunities for the new entrants. For nearly every

industry, sustainability is a key objective. Creating a sustainable chocolate industry

benefits all of the industrys stakeholders, from the grower to the manufacturer.

Confectionary companies are constantly finding new ways to gain attention of the

consumers on their products, trying to improve the quality and availability of the product,

making the product more appealing. Hence the general idea that brand name or flavour

does not matter is not appreciable and needs to be revised as the prevailing trends show

an upsurge in the demand for a wide range of varieties with specifications. This survey

facilitates the FERRERO product kinder has to revise their strategies to gain large

market shares. Understanding the changing perceptions regarding the consumer buyingbehaviour helps an organization in being the market leader.


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QUESTIONNAIRE

1) Taste of product which you have just tasted ..

Like it very much

Like it

Neither like nor dislike

Dont like it

Dont like it at all

2) Speciality of the product .

Crunchiness Melting

Chocolaty flavour

Hazel nut filling

Nothing

3) Product is more like a chocolate or a snack?

Chocolate snacks

4) Main consumer of product?

Male female both

5) Which age group people like it more?

5-19

19-25

25-40

40-65

6) Which might be the best moment of consumption?

Breakfast

Lunch

Evening

After dinner

Anytime


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7) Price of product..

Extremely reasonable

Very reasonable

Somewhat reasonable

Not reasonable Not reasonable at all

8) Best way to consume.

Everyday consumption

Special 0cassion

Gifting purpose

Sharing with family and friends

9) Purchasing of product.

Definitely would buy

Probably would buy

Might / might not buy

Probably not buy

Definitely not buy

10) Do you like the packaging?

Like it very much

Like it

Neither like/dislike

Dont like it

Dont like it at all

11) What you liked about the packaging?

Colour Texture

Easy to open

Easy to carry

12) Did not like about packaging?

Colour

Texture

Size Easy to carry


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Project -2

MINT

Executive summary




Industry Type:

Finance

Automotive

FMCG


Technology



Address of the Organization: Ameya Co. Operative Housing Society, Plot No.

549/550, Flat No. 3, 2nd Floor, Opp. Ashwamegh hotel, Shaniwarpeth, Pune-

411030, India

3. Title of the project: Market research on various products.


The two major objective of this study are:

1. Objective of this project is to measure effectiveness of all marketing actives of

ameriprise finance ltd.

2. To observe the investing criteria of high income group people.


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The interview person should earn 15lakh early, and he/she should be doing any

professional work or should be employed.

Sample size (75)

6. Background:

The study was conducted among the public of the city who earn more than 15lakh

and should not own business. The data has been collected from both male and

female of age group 28-48yrs.

Single men:-25

Single women:-20

Couple:- 30

7. Research Design:

Quantitative face-to face interviews by using a structured questionnaire. About 30-

45 minutes is spent for taking interview of every individual.


Stratified random sampling is done in this overall study. The questionnaire was

administered by home intercept form such that it becomes easier to respond to the

questions asked by the interviewer.


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Introduction

About the company:-

Ameriprise Financial, Inc. is one of the leading diversified financial services companies in

the U.S. Ameriprise Financial engages in business through its subsidiaries who provide a

wide range of financial planning, products and services designed to be utilized as solutionsfor its clients cash and liquidity, asset accumulation, income, protection, and estate and

wealth transfer needs, including wealth management, asset management, insurance,

annuities and estate planning.

Ameriprise Financial, Inc., the holding company is incorporated in Delaware. The company's

headquarters are in Minneapolis, Minnesota. James Cracchiolo is the chairman and chief

executive officer. The company's primary subsidiaries include Ameriprise Financial Services,

Inc., Columbia Management Investment Advisers, LLC, and River Source Life Insurance

Company. Thread needle Asset Management is Ameriprise Financials international asset

manager and a provider of investments to institutional and retail clients across the globe.

The company's subsidiary in India, Ameriprise India Private Limited, offers holistic financialplanning services to upwardly mobile Indian consumers

Business line:-

a) Wealth Management and Retirement -

Ameriprise Financial specializes in meeting the retirement-related financial needs of the

mass affluent. As of December 31, 2010, the company has a three-million-strong client base

with more financial planning clients than any other firm, and $672.7 billion in owned,managed and administered assets worldwide. The company offers variable annuities and life

and disability insurance. It also operates Ameriprise Bank, FSB which offers a variety of

consumer banking and lending products and personal trust and related services.

Ameriprise Financial is also credited with moving faster than most other full-service wealth

management firms to develop social media for its advisors and investors; the company has

empowered its consumers to use LinkedIn to find connections who can provide references

on prospective advisors since November 2011.

b) Asset Management-


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Ameriprise Financial operates two complementary asset management platforms: Columbia

Management in the U.S. and Thread needle internationally. The company reported as

having $436 billion in assets under management as of December 31, 2011, placing it eighth

in long-term mutual fund assets in the U.S., fourth in retail funds in the U.K. and 27th in

global assets under management.

Competitors all over the world

New York Life

John Hancock Financial Services

Edward Jones Investments

T. Rowe Price

The Charles Schwab Corporation

Merrill Lynch

Morgan Stanley

Morgan Stanley Smith Barney

Linsco/Private Ledger (LPL)

The Vanguard Group

American Century Investments

E*TRADE

Scottrade

Fidelity Investments

Ameriprise India

In early 2012, Ameriprise announced that it had begun offering retail financial planning and

distribution services in India through its subsidiary, Ameriprise India Private Limited. Ameriprise has

also established an insurance brokerage entity in India that is licensed to deal in insurance products

by Indias Insurance Regulatory and Development Authority (IRDA). Ameriprise India has established

offices in Delhi, Gurgaon, Greater Noida and Mumbai, with a plan to expand to other Indian metro

areas in the future. As with its U.S. financial planning business, Ameriprise India provides holistic

financial planning services through its trained advisor force. Fees are received for delivering financial

plans; however, Ameriprise India does not currently sell affiliated investment or insurance products,

instead refers clients who elect to implement their financial plan to third-party product manufacturers

to purchase recommended investment and/or insurance products.


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METHODOLOGY

SOURCES OF DATA:

After the research problem has been defined and the research design has been chalked out,

the task of data collection begins. The data can be collected mainly through primary sources,

but it was supplement with secondary data.

There were two sources of data used:-

1. Primary data

2. Secondary data

a) Primary data is the data which is collected through observation or direct communication

with the respondent in one form or another. These are several methods for primary data

collection like Observation Method, Interview Method, through schedules, through

questionnaires and so on.

b) Secondary data is data which is collected through internet, journals, and articles.

Constraints of the study

Age group 28yrs-44yrs

Income group more than 15lakh

The person himself or any of the family member should not be working under any of

these organization -market research agency, wealth manger, any insurance company,

banking sector

Respondents should be-

Couple (both should be working)

Single man (should be working & earn 15lakh or more p.a.)

Single woman (should be working & earn 15lakh or more p.a.)


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Visiting card is mandatory

Respondent should only be employed/professional, or the self-employed professionals.

The design of questionnaire was as follows:

Types of questions:-

Multiple choice questions were used.

Single coded questions were used.

Phrasing of the questions

The following points were taken into consideration while phrasing of the questions:

1. Difficult and vague words were avoided.

2. Lengthy and unspecific questions were avoided.

3. Some section carries matrix type questions.

Sampling size and sampling method:-

Random sampling is used and the sample size is 75.

Target respondents are from Pune, under age group of 28-44 and all were employed.

Objective of study:-

1. : Analysing the how high income group people do their financial management.

2. To find out the objective of investment.

3. To know are the able to fulfil their desire and do the investment at the same time?

4. To know what percentage of their income they invest in their household expenses ,

for their future needs , for retirement purpose and for the main purpose or goal which

they have target after getting retired.

Findings:-

1. From the following research we came to know that different age group people have

different mind-set for investment.

2. Age group 28-35 years people invest their money for the fulfilment of their initialgoals of the life. And the age group 35-44years do investment for the marriage of


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daughters, to make supplement regular income with the monthly income live

comfortable life after their retirement.

3. From the research we came to know that the high income group people mostly invest

their money in health insurance, fixed deposit, mutual funds and gold jewellery.

4. The survey shows that 47% of people do investment by their own, 53% people takes

the help of any consulting firm or from their friends.5. The other prime finding from this research is 70% of contribution is done by male and

30% investment is done by female (working couple).

6. Another finding is that 34%people manage their investment within one month while

12% people do it half yearly and 66%people do it annually.

INTERPRETATIONS

1) Purpose of purchase:-

Mostly people invest their money or purchase any financial product to secure their future

either for the purpose of tax saving.

2) Sources of information:-

Information regarding such financial products is obtained through commercial sources i.e.

TV ads, Displays, etc.

3) Basis for selection:-

Attributes like time period, money investment criteria, tax benefits, any specific objective

such as purchase of land, investment in gold jewellery.

4) Age groups:-

The working people are better aware of these products, as they better know about the

financial planning and investment. The age group from 25-45years are more aware and

have the proper knowledge about it.


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Recommendations

Proper concentration: -Though Amireprise financial is new in the Indian market, though it has

wide range of consultants, but they have to more focus on the services they provide and not

only target high income group but should also focused on the other sections.

Penetration pricing:-

Taking the diverse economy of India into consideration, Ameriprise should go for

"penetration pricing so that people from all income groups are benefited. Penetration pricing

is an approach to pricing where in the price is set to a sufficiently low level (below the prices

of competing products) to make the product attractive to mass market. The aim is to achieve

large market share by high initial sales.

.

Innovative and up to date promotions:-

The traditional method of promotions has to be changed by the Companies. A portion of the

ad budget can be allocated. Through ad campaigns, the companies can also create

awareness among consumers regarding the products.

Proper market segmentation:-

The target customers should not be only high income group people but also the avg. income.


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Conclusion

: In this project we have to find out what is the mind-set of high income people fortheir financial aspects. What are the things they keep in their mind before they do

investment, the investments they have done either it is for a specific purposes or for

the general assets building.

By conducting this survey we came to the conclusion that the mostly the people of

high income group do investment with the specific purpose. They have set many

goals in their initial stage of earning and at their current stage. Such as upgrading

posh cars, retire early & not have to worry about money anymore or to have lavish

wedding of daughter, tax saving. Through this survey we also came to know that the

major of investments are done in fixed deposit, real estate, insurance sector,

From the research work one more conclusion is drawn i.e. the people who startedearning at the age of 28-35they are more interest in investment because as early

they started to earn they invest for the long term benefit.

The mind-set of Indian costumers is that they want to invest their money in such

products through which they get high rate of return and their money would remain

secure. By looking this aspect Ameriprise should come with such products which will

be beneficial for the Indian customers, then only they are able to exists in market.


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ATTACHMENT OF QUESTIONNAIRE

ELIGIBLEMEMBER:

1.SINGLEWORKINGMANORWOMANINTHEAGEGROUPOF28-45 YEARS

2.MARRIEDWORKINGMANORWOMANINTHEAGEGROUPOF2845YEAR

WITHAWORKINGSPOUSE.

QA2

SHOWCARDWe are looking for people in a certain income bracket only. Can you please take a look at

these options and tell me what best describes the total income of you and your wife? SINGLE CODING

ONLY

QA2 And what would be your income?

QA11 (COUPLE)QA 12 (Self

Only)

More than 1 Cr 1 1

81 Lakhs 1 Cr 2 2

61 lakhs 80 Lakhs 3 3

41 Lakhs 60 Lakhs 4 4




Under 7 Lakhs 8 8

QA1 Please tell me your profession. SINGLE CODING ONLY

Employed/service 1

Self-employed professionals like doctors, lawyers, consultants etc. 2

Business 3


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QC1SHOWCARDPlease tell at what age did you started earning i.e. your first job after which you did not

undertake any further academic program? SINGLE CODING ONLY

21 Years of Age 1

22 Years of Age 2

23 Years of Age 3

24 Years of Age 4

25 Years of Age 5

26 Years of Age 6

27 Years of Age 7

28 Years of Age 8

29 Years of Age 9

30 Years of Age 10

31 Years of Age 11

32 Years of Age 12

33 Years of Age 13

34 Years of Age 14

35 Years of Age 15

36 Years of Age 16

37 Years of Age 17

38 Years of Age 18

39 Years of Age 19

40 Years of Age 20

41 Years of Age 21

41+ Years of Age 22


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QE1 QE2 QE3 QE4

Goals InitialGoals

Rank CurrentGoals

Rank

Start a business of my own 1 1

Buy a new car 2 2

Upgrade to a posh car 3 3

Be prepared for any expense my children'seducation may require

4 4

Send my children abroad for education 5 5

Travel and see the world 6 6

Be prepared for any kind of medicalexpenditure my family may need

7 7

QE1

SHOWCARDPlease tell me which of these were your list for things to achieve when you started investing

at the age of __________MENTION AGE FROM QC2)? Please remember that these are goals which you

had initially, but may have changed later. MULTIPLE CODING POSSIBLE.

QE2

FOR THE PROGRAMMER: DISPLAY ONLY THE SELECTED GOALS FROM QE1As you said that goal

of financial planning when you started investing were__________(MENTION RESPONSE FROM QE1,

ONE BY ONE). Which was the main goal which you had in mind? And next? And Next? Please give 3

ranks

QE3Goals may or may not change over time, keeping this in mind please tell what are your current goals?

MULTIPLE CODING POSSIBLE

QE4

FOR THE PROGRAMMER: DISPLAY ONLY THE SELECTED GOALS FROM QE3As you said that goal

of financial planning when you started investing were__________(MENTION RESPONSE FROM QE3,

ONE BY ONE). Which was the main goal which you had in mind? And next? And Next? Please give 3

ranks


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Buy high end durables for my home 8 8

Buy a secondary house 9 9

Buy my dream house I would be happy to stayin for the rest of my life

10 10

Be able to maintain my lifestyle even in theface of increasing expenses

11 11

Provide the latest lifestyle accessories likeelectronics, apparel etc to my family

13 13

Feel comfortable with my finances so that Ican spend more time with my family

14 14

To have built up enough funds to not worryanymore, when I retire

15 15

Be so financially strong that my parents do nothave to worry about money anymore 16 16

Retire early and not have to worry aboutmoney anymore

17 17

Want to supplement my regular income withmonthly incomes coming from my

investments

18 18

Take care of all my financial obligations to myfamily so that I am free to do something forthe community

19 19

Take my family for a very nice vacation,expense not spared

20 21

Save enough for my daughter to be financiallysecure after she gets married

21 22


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Have a lavish wedding for my daughter 22 23

Tax Saving 23 24

QF1SHOWCARDPlease take a look at this card and tell me in which of the options have you ever invested in?

By you, we mean the investments were your money has been invested. MULTIPLE CODING ONLY

Bonds1

Recurring Deposit/ Fixed Deposits2

National Savings Certificate3

Post Office Scheme4

PPF5

Certificate of Deposits/ Commercial Paper6

Term Insurance7

Health Insurance8

Endowment Plan Insurance 9

Mutual Funds10

Shares11

Derivatives12

Real Estate13

Gold Jewellery14

Gold Bar15

Paper Gold16

Commodity market17

Home Insurance18


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QH1When it comes to financial planning, including investments, insurance and debt management, who all do you

consult before you make a decision about these?MULTIPLE CODES POSSIBLE

QH2 Please assign top 3 ranks to the individuals in order of their influence/consultation/advice.

QH1QH2

Rank

No body, in family, or out of it influences my decision 1

Father 2

Mother 3

Brother or Sister 4

Spouse 5

Other Relatives 6

Friends 7

Office colleagues/ Peers 8

Professional Consultants who just advice, do not sell any instrument 9

Relationship Managers

10Wealth Managers 11

Chartered Accountants 12

Broker/ Brokerage Firm 13

Involved sales person (Property agent, Fund, insurance salesperson etc.) 14

QK4If we take the total annual investments that were made from you and your spouse's earnings in the last 12

months, what %age was

Made from your earnings

Made from your spouse's earnings

TOTAL SHOULD ADD UPTO 100%


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QL1How frequently do you evaluate the value of any of your investments using factual information gained

from market or company representatives? SINGLE CODING ONLY

Almost Daily 1

Twice or Thrice a Week 2

Once a week 3

Once a Fortnight 4

Once a Month 5

Once every couple of months 6

Once Every Three of Four Months 7

Once Every Six Months 8

About Once year, or less 9


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Project -3

INTRODUCTION:

ABOUT INDIAN PREMIER LEAGUE:

The Indian Premier League (IPL) is a Professional league for Twenty20 Cricket

Championship in India. It was initiated by Lalit Modi who was the first chairman of the

League. It is currently contested by nine teams, consisting of players from around

the cricketing world. It was started after an altercation between BCCI and Indian

cricket league and to improve the level of Indian domestic players. Its brand value isestimated to be around US$2.99 billion in 2012. Due to its popularity, IPL became

the first sporting event to be broadcast on YouTube. Also IPL is said to be worlds

richest cricket tournament. The main reason for its popularity is that they targeted the

sports which lie in the blinking of eyes of every Indian and mixing players across the

world is like icing on the cake. Also there is an involvement of Bollywood celebrities

and contests for fans which can make their way to field and meet the players, these

helped in attracting Indians at a large scale.

Therefore, we can say that whenever there is an involvement of popularity and

public, various companies took initiatives to advertise their products in between sothat they could spread awareness about their product in the market. Advertising in

IPL can be said as Madison & Vine, merging of advertising and entertainment. IPL

became the mousetrap for public as it is able to attract many viewers live as well as

on various media which is a major source of advertising also. As a result, there is a

lot of increasing advertising campaigns in IPL which involved huge amount of

money. Just for the purpose to know the effectiveness of these marketing activities

such as advertising, sponsorship and promotional events in IPL, we are trying to

measure the brand awareness among the target audience i.e. whether these

advertising campaigns are able to capture some part of viewers mind or not. Arethey able to recognize these ads and related products outside IPL or not. Also we


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are trying to know about the brand perception among people through this kind of

research.

EXECUTIVE SUMMARY REPORT:




Industry Type:

Finance

Automotive

FMCG


Technology



Address of the Organization: Ameya Co. Operative Housing Society, Plot No.

549/550, Flat No. 3, 2nd Floor, Opp. Ashwamegh hotel, Shaniwarpeth, Pune-

411030, India

3. Title of the project: Brand awareness through various marketing activities in

Indian Premier League(IPL).



1. Objective of this project is to measure effectiveness of all marketing activities

planned on/around IPL.

2. To observe brand awareness of various brands among people for various

promotional activities like advertising and sponsorship.


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All samples which will be done before the start of IPL.

Sample size (175)

6. Background:

The study was conducted among the general public of the city Pune who must

have seen either IPL 2012 or India Australia series. The data has been collected

from both male and female in the ratio of 70:30 of Age group 15-45 years-

15-25 years33%

26-35 years - 33%

36-45 years33%

SEC A/B/C (34:33:33)

7. Research Design:

Quantitative face-to face interviews by using a structured questionnaire. About 20-

25 minutes is spent for taking interview of every individual.


Stratified random sampling is done in this overall study. The questionnaire was

administered by home intercept form such that it becomes easier to respond to the

questions asked by the interviewer.


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LITERATURE REVIEW:

The concept of IPL came to India to improve the Indian domestic players and since

cricket lies in every Indian heart so it easily touched every facet of Indian society.

Soon it gained the different flocks of advertisement. Various big brands came to field

with a lot of attractive awareness making it reachable to each and every one.

Advertisements are the tool through which a brand or a product can be promoted

and also help to spread awareness among people.

According to Brad VanAuken, Awareness is generally viewed to be one of the two

most important drivers of Strong brands. As per the past research, Brand awareness

have a high correlation with purchase intent, market share and other important brand

equity and business metrics. However, top-of-mind unaided brand awareness for the

product or service category in question to be the awareness measure most

correlated with other relevant metrics and behaviours.

According to Phil ip Kot ler, Brand awareness is defined as the ability of possible

consumers to remember that a special brand belongs to a special product. Based on

that we can separate, there are several levels of brand awareness depending on the

ease with which a consumer can recall the brand. Aided recall is insufficient to

generate a consumer choice by itself, since the consumer is unable to generate a

picture of the brand. The associative memory model would describe the strength of

association between the brand and the situation as relatively week.

Brand awareness can be of two types-

1. Top of mind (Immediate brand recall) :

This means that on mentioning the product category, the first brand that customer

recalls from his mind is your brand.

2. Aided awareness:

This means on mentioning the product category, the customer recognize your brand

from the list of brand shown.


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According to Steffrose, the likelihood that consumersrecognize the existence and

availability of a company's product or service is said to be Brand awareness.

Creating brand awareness is one of the key steps in promoting a product.

Brand awareness is the extent to which a brand is recognized by

potential customers, and is correctly associated with a particular product. Expressedusually as a percentage of target market, brand awareness is the primary goal

of advertising in the early months or years of a product's introduction.

Brand awareness is the extent to which the consumer associates the brand with the

product he desires to buy. It is the brand recall and the brand recognition of the

company to the consumers. Brand recall is the ability of the consumer to recollect

the brand with reference to the product whereas brand recognition is the potential of

the consumer to retrieve the past knowledge of the brand when enquired about the

brand or shown an image of the brand logo. Brand awareness is an essential part

of brand development which helps the brand to stand out from the others in this

monopolistically competitive market.

Ross iter and Percy (1987) describe brand awareness as being essential for the

communication process to occur as it precedes all other steps in the process.

Without brand awareness occurring, no other communication effects can occur. For

a consumer to buy a brand they must first be made aware of it. Brand attitude cannot

be formed, and intention to buy cannot occur unless brand awareness has occurred.

OBJECTIVE OF THE STUDY:


1. Objective of this project is to measure effectiveness of all marketing activities

planned on/around IPL.

2. To observe brand awareness of various brands among people through various

promotional activities like advertising and sponsorship.


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DESCRIPTION OF PROJECT:

Sample size:

Description of Sample size of Pune:

1. Pre IPL All samples which will be done before the start of IPL.

Sample size (175)

2. During IPL All samples which will be done during the IPL.

Sample size (60)

3. Post IPL All samples which will be done after the end of IPL.

Sample size (175)

SCOPE OF THE STUDY

The study was conducted among the general public of the city Pune who must have

seen either IPL 2012 or India Australia series. The data has been collected from both

male and female in the ratio of 70:30of Age group 15-45 years-

15-25 years 33%

26-35 years - 33%

Sample Size of Pune

Pre IPL=175

During IPL=60

Post IPL=175


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36-45 years 33%

SEC A/B/C (34:33:33)

Classification ofGender

Male

Female

Classification ofAge

15-25yrs

26-35yrs36-45yrs

Socio-EconomicClassification

Sec A

Sec B

Sec C


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RESEARCH METHODOLOGY

This project is basically quantitative in nature and face-to face interviews were takenby the respondents using a structured questionnaire. In this type of research, the

researcher has to contact the person directly to know the available information and

analyse to make the critical evaluation. The facts or information required to analyse

the data was available in interviewers statements.


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CONCLUSION

Advertising is the one of the biggest tool to development of integrated marketingcommunication. So the different brand uses IMC tools to promote the product and

build the strong image of the brand in the consumers mind.

After doing survey we came to know that, all our respondents were aware about

DLF who was sponsor of IPL-2008 and PEPSI who is sponsor of this year IPL-

2013 . With the help of this survey we also found that brands about which

respondents were highly aware of Lays, Mountain Dew, McDowells No.1 &

Vodafone We also come to know that people bare more aware of those brands

which are endorse through by disposing the brands icons on the t-shirts ,pads,

ground ,or on the bat of the cricket players.

IPL is most viewed programme on television, people used to watch it on daily basis

which help companies to endorse their product by this mean.

The objective behind the cricket roadblock, as such behaviour is termed in

advertising, is to drive brand awareness and recall. The company believes that while

cricket may boost a brand instantly, viewers may still not remember the brand after

the match or the tournament. Even if consumers remember a series, they may not

remember the advertisers. Thats when they thought of a roadblock and decided to

sponsor all cricketing properties post IPL.


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Aastha Final Report (Internship) 1

Documents