AMUL BrandScan'07 Report

P RO J E C T R E P O R T

AMUL

Need Gap Analys is of Cold Beverages Consumers, Associat ion Study of Brand Amul Kool &

User Imagery of Amul Kool

Project Leader: Mr. Harish Gehlot

T. A. Pai Management Institute, Manipal-576104, Karnataka

Tel No: 0820 - 2572488 [email protected]

Need Gap Analysis of Cold Beverages Consumers, Association Study of Brand Amul Kool & User

Imagery of Amul Kool

- 1 - BrandScan 2007

T. A. Pai Management Institute, Manipal

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



2 BrandScan 2007


E X E C U T I V E S U M M A RY Data Objective Key Findings and Observations

Research Objective : To measure the Brand Awareness and Category Recall of Amul Kool

Top of the Mind Recall * (numbers in parenthesises are the percentage

of responses representing the first recalled

brand name in the category)

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.

Unaided Recall * (numbers in parenthesises are the percentage

of people who could recall the particular brand

without any aid)

Pepsi (93), Coca Cola (96), Thums Up (47), Maaza (33), Amul

Kool (24), Appy Fizz (22);

Observation: People know about the brand – Amul Kool.

Aided Recall * (numbers in parenthesises are the percentage

of people who could recognise the particular

brand when names were mentioned)

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.

Research Objective : To identify the Benefits and Purchase Drivers of Cold Beverages

Ranking of Functional Benefits 1. Taste 2. Thirst Quenching

3. Health 4. Energy

Ranking of Purchase Drivers

– Experiential

1. Brand 2. Relaxation

3. Habitual 4. Rejuvenation

5. Socialization 6. Style

Ranking of Purchase Drivers

– Occasion-driven

1. Travelling 2. Parties

3. Snacks Supplement 4. In-between work

5. Along with meals 6. With Breakfast

7. Alternative to food

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 Kool’s

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


3 BrandScan 2007



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%


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

1. Brand Personification: A Cool and Healthy person

2. User Imagery (Rating on Semantic Differential Scale):

Health Conscious and Educated



4 BrandScan 2007


TA B L E O F C O N T E N T S 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 Pre BrandScan (Exploratory Research Phase) .......................................13

2.1.2 BrandScan Phase (Disguised Conclusive Research) .............................15

2.1.3 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 ANNEXURE...................................................................................................60

6 TEAM AMUL..................................................................................................83



5 BrandScan 2007


L I S T O F F I G U R E S 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



6 BrandScan 2007


L I S T O F TA B L E S 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



7 BrandScan 2007


1 PROJECT BACKGROUND

1.1 COMPANY BACKGROUND.............................................................................. 8

1.2 MANAGEMENT PROBLEM.............................................................................. 9

1.3 RESEARCH OBJECTIVE(S) ............................................................................. 10



8 BrandScan 2007


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 4.5 percent

Sales (Overall) 13.4 percent

Sales Amul Milk 40 percent

Sales Amul Ghee & Sagar 28 percent

Sales Milk UHT 25 percent

Sales Flavoured Milk Segment 55 percent

Sales Cheese 20 percent

Sales Amul Lite & Delicious Margarine 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.



9 BrandScan 2007


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 Place

The variants include flavoured milk,

chocolate milk, Kool Café in various

packaging like glass bottles, cans, and

tetra-packs in various sizes and flavours.

The product is made available at

parlours, retail outlets, and kirana

stores.

Promotion Price

It is promoted as a health and energetic

drink. The name ‘Kool’ suggests

targeting the youth.

The price range of its products or

variants is Rs. 10.00 to Rs. 20.00.

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



10 BrandScan 2007


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 brand’s

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



11 BrandScan 2007


the gap in meeting identified needs of the consumer by Amul Kool’s 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.



12 BrandScan 2007


2 RESEARCH METHODOLOGY

2.1 RESEARCH PROCESS..........................................................................13

2.2 RESPONDENTS PROFILE.....................................................................16

2.3 RESEARCH TOOLS .............................................................................16



13 BrandScan 2007


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:

00

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.

Data Analysis

Using Appropriate Statistical Techniques

Qualitative Exploratory

Research Phase

FGDs, In-depth Interviews

Quantitative

Exploratory Research

Questionnaire formed on the basis of earlier research phase,

Factor analysis was done

Game Design

Designing of games to collect data through disguised approach

Conclusion and

Recommendations

Inferences from data analysis and

Recommendations

BrandScan 2007

Continuous monitoring on conduction of the games to ensure validity of the data

collected



14 BrandScan 2007


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 don’t 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.



15 BrandScan 2007



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.


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.


Essential data from each game has been captured with detailed demographic description

of each of the respondent.



16 BrandScan 2007


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: Both Male and Female

Age: Between 16 to 30 years

Marital Status: 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

Data Objective Question

Number

Analysis Technique

Measuring Brand

Awareness and

Category Recall

Top of the Mind Recall,

Unaided and Aided Recall

1, 2, 6 Frequency Analysis

Identifying

Benefits and

Purchase Drivers

Ranking of benefits and of

purchase drivers

3, 4, 5 Factor Analysis

Frequency Analysis

Means, Mode

Median, Standard Deviation

Brand Mapping on

Purchase Drivers

Rating of Amul Kool and

its competitors on

identified needs

7,8, 9 Frequency Analysis

Perceptual Maps

Means



17 BrandScan 2007


Research

Objective

Data Objective Question

Number

Analysis Technique

Brand Association

of Amul Kool

Agreement/disagreement

of respondents on

identified associations,

customers’ perceptions on

what they think about

Amul Kool

10, 11, 12,

13, 14

Frequency Analysis

Means

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

15, 16 Frequency Analysis

Means

Table ii : Research Tools used for the Analysis



18 BrandScan 2007


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



19 BrandScan 2007


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.

11%

25%

24%4%

17%

19%

Amul Kool

Pepsi

Coca Cola

Other carbonateddrinksOther Juices

Others

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



20 BrandScan 2007


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.

23.7%

93.5% 95.7%

18.0%

34.5%

21.6% 20.1%10.1%

0.7%

46.8%

33.1%25.2%

0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%

100.0%

Amul Kool Peps

i

Coca Cola

Frooti

Limca

Appy Fizz Real

Tropicana

Nandini

Tumbs U

pMaaz

a

Mountain D

ew

Brands

Per

cent

age

of R

espo

nden

ts

Figure ii : Unaided recall of various brands



21 BrandScan 2007



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 cold-

beverages 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 90’s (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 Percentage of Respondents

Amul Kool 93.6

Pepsi 100.0

Coca Cola 100.0

Frooti 100.0

Limca 100.0

Appy Fizz 97.9

Real 94.3

Tropicana 94.3

Nandini 57.9

Thumbs Up 98.6

Maaza 98.6

Mountain Dew 97.9

Table iii : Brand recognition in terms of percentage of respondents



22 BrandScan 2007



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.



23 BrandScan 2007


48.80%39.20%

6.40% 5.60%

32.00%39.20%

12.80% 16.80%

4.8%

46.40% 37.60%

16.80% 13.60%

31.20%38.40%12.00%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Rank 1 Rank 2 Rank 3 Rank 4

Ranking

% o

f R

espo

nden

ts Health

Energy

ThirstQuenchingTaste

Figure iii : Functional based benefits

Hence, the ranking that emerges out of this is:

Table iv : Ranking of functional based benefits


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.

Benefit Rank

Taste 1

Thirst Quenching 2

Health 3

Energy 4



24 BrandScan 2007


37.4%

16.5% 15.8% 12.2% 10.1% 7.9%

2.9%

14.4% 13.7% 20.9% 25.2%

23.7%

12.2% 11.5%

23.0%20.9%

8.6%

15.1%

24.5%

7.2%

3.6%

5.8% 13.7%20.1%

8.6%21.6%

15.8% 15.8% 10.8% 7.2%

23.0%

30.9%

18.7%

23.7%

28.1%

28.8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6

%ag

e of

Res

pon

den

ts Habitual

Socialization

Relaxation

Rejuvenation

Style

Brand

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

style’s 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.



25 BrandScan 2007


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 Average

Rating

Standard

Deviation

Median Mode

Alternative to food 3.16 2.537 2 1

With breakfast 3.43 2.785 2 1

While Traveling 6.93 2.620 7 10

In Parties 7.76 2.425 8 10

Along with meals 4.34 2.538 4 5

In Between Work 4.76 2.403 5 5

Snacks Supplement 6.28 2.640 7 8

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

Benefit Rank

Brand 1

Relaxation 2

Habitual 3

Rejuvenation 4

Socialization 5

Style 6



26 BrandScan 2007


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, mean-

median-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 large-

tetra pack, similar to those of juices, for Amul Kool.

*Higher rated occasions have been assigned higher importance.

Table vii : Importance of occasion-driven reasons for consumption

Occasion Importance *

Traveling 1

Parties 1

Snacks Supplement 3

In-between work 4

Along with meals 5

With Breakfast 6

Alternative to food 7



27 BrandScan 2007


This table is generated by our research group’s 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 consumer’s mind, though

there usage pattern study should put it much higher.


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.



28 BrandScan 2007


3.3.1.1 Brand Mapping on Functional based Benefits

Average Rating Standard Deviation Median Mode

Taste

Amul 6.55 2.56 7.00 8.00

Pepsi 6.56 2.41 7.00 8.00

Coca Cola 6.65 2.43 7.00 7.00

Frooti 7.13 2.69 8.00 9.00

Limca 5.68 2.89 6.00 8.00

Real 6.56 2.86 7.00 8.00

Appy Fizz 6.16 3.10 7.00 8.00

Energy

Amul 6.24 2.35 7.00 7.00

Pepsi 4.60 2.21 5.00 5.00

Coca Cola 4.52 2.22 5.00 5.00

Frooti 5.68 2.29 6.00 5.00

Limca 4.63 2.63 5.00 5.00

Real 6.22 2.94 7.00 8.00

Appy Fizz 5.49 2.90 6.00 8.00

Health

Amul 7.02 2.46 8.00 8.00

Pepsi 3.17 1.93 3.00 2.00

Coca Cola 3.07 1.87 3.00 1.00

Frooti 5.54 2.37 6.00 7.00

Limca 3.59 2.41 3.00 2.00

Real 6.91 2.85 8.00 9.00

Appy Fizz 5.23 2.66 5.00 5.00

Thirst

Amul 5.48 2.51 5.00 5.00

Pepsi 6.38 2.47 7.00 8.00

Coca Cola 6.45 2.63 7.00 8.00



29 BrandScan 2007



Frooti 6.11 2.77 7.00 7.00

Limca 5.84 2.99 7.00 8.00

Real 6.26 2.76 7.00 7.00

Appy Fizz 5.72 2.92 6.00 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 Kool’s

association with milk and Real’s 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 Kool’s performance on these benefits:

Benefit Consumer Rank Amul Kool (10 point scale)

Taste 1 Average as compared to others

Thirst Quenching 2 Lowest

Health 3 Highest

Energy 4 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.



30 BrandScan 2007


3.3.1.2 Brand Mapping on Experiential or Emotional Benefits


Brand

Amul Kool 6.54 2.47 7.00 7.00

Pepsi 7.27 2.55 8.00 9.00

Coca Cola 7.37 2.63 8.00 8.00

Frooti 6.73 2.75 7.50 8.00

Limca 6.00 2.99 7.00 9.00

Real 6.97 2.76 8.00 8.00

Appy Fizz 6.30 3.18 7.00 9.00

Style

Amul Kool 5.49 2.07 5.00 5.00

Pepsi 6.86 2.63 8.00 8.00

Coca Cola 6.91 2.61 6.00 7.00

Frooti 5.84 2.61 6.00 7.00

Limca 5.52 2.82 6.00 8.00

Real 6.24 2.63 7.00 7.00

Appy Fizz 6.18 3.17 7.00 7.00

Rejuvenation

Amul Kool 5.60 2.05 6.00 5.00

Pepsi 6.01 2.43 6.00 7.00

Coca Cola 5.95 2.54 6.00 7.00

Frooti 6.00 2.73 6.00 8.00

Limca 5.35 2.91 6.00 6.00

Real 6.43 2.62 7.00 8.00

Appy Fizz 5.73 2.78 7.00 7.00

Relaxation

Amul Kool 5.90 2.09 6.00 6.00

Pepsi 6.19 2.43 7.00 7.00

Coca Cola 6.13 2.44 7.00 7.00



31 BrandScan 2007



Frooti 6.28 2.77 7.00 7.00

Limca 5.40 3.06 6.00 8.00

Real 6.57 2.63 7.00 7.00

Appy Fizz 5.78 2.86 6.00 5.00

Socialization

Amul Kool 4.65 2.04 5.00 5.00

Pepsi 6.52 2.59 7.00 8.00

Coca Cola 6.47 2.59 7.00 8.00

Frooti 5.57 2.54 6.00 7.00

Limca 4.86 2.93 5.00 7.00

Real 5.64 2.53 5.00 5.00

Appy Fizz 5.69 2.95 6.00 7.00

Habitual

Amul Kool 3.75 2.21 4.00 1.00

Pepsi 5.28 2.99 6.00 8.00

Coca Cola 5.31 2.99 6.00 7.00

Frooti 4.46 2.95 5.00 1.00

Limca 4.05 2.78 4.00 1.00

Real 4.91 2.81 5.00 4.00

Appy Fizz 4.64 3.13 5.00 1.00

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-à-

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 Kool’s performance when

evaluated based on the trends observed above.



32 BrandScan 2007


Benefit Consumer Rank Amul Kool

(10 point scale)

Brand 1 Just Below Average, Parent Brand “Amul” leads to some credibility

Relaxation 2 3rd Lowest

Habitual 3 Lowest

Rejuvenation 4 2nd Lowest

Socialization 5 Lowest

Style 6 Lowest 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


Alternative to food

Amul 5.59 7.46 5.00 1.00

Pepsi 3.78 2.78 3.00 1.00

Coca Cola 3.87 2.79 4.00 1.00

Frooti 4.71 2.81 5.00 5.00

Limca 3.48 2.60 3.00 1.00

Real 5.01 2.88 5.00 8.00

Appy Fizz 4.12 2.88 4.00 1.00

Breakfast Supplement

Amul 5.63 2.80 6.00 7.00

Pepsi 3.40 2.47 3.00 1.00

Coca Cola 3.45 2.60 3.00 1.00

Frooti 5.00 4.21 5.00 5.00

Limca 3.26 2.76 2.50 1.00



33 BrandScan 2007



Real 5.73 3.08 7.00 8.00

Appy Fizz 3.82 2.91 3.00 2.00

Traveling Partner

Amul 5.28 3.48 5.00 5.00

Pepsi 6.29 2.60 7.00 7.00

Coca Cola 6.49 2.54 7.00 7.00

Frooti 6.03 2.55 6.00 7.00

Limca 5.13 3.01 6.00 6.00

Real 6.09 2.65 6.00 7.00

Appy Fizz 5.38 2.98 6.00 5.00

In Parties

Amul 3.32 2.52 2.00 1.00

Pepsi 7.20 2.58 8.00 9.00

Coca Cola 7.12 2.61 8.00 8.00

Frooti 4.92 2.52 5.00 5.00

Limca 5.47 2.95 6.00 7.00

Real 5.13 2.91 6.00 6.00

Appy Fizz 5.09 2.85 5.00 4.00

Complementary to Dinner/Lunch

Amul 4.35 2.43 5.00 5.00

Pepsi 5.33 2.95 6.00 7.00

Coca Cola 5.33 2.93 6.00 7.00

Frooti 4.71 2.67 5.00 5.00

Limca 3.98 2.83 4.50 5.00

Real 4.70 2.84 5.00 5.00

Appy Fizz 4.20 2.71 5.00 5.00

In between work

Amul 5.25 2.51 6.00 7.00



34 BrandScan 2007



Pepsi 5.56 2.68 6.00 7.00

Coca Cola 5.65 2.64 6.00 7.00

Frooti 5.51 2.58 6.00 5.00

Limca 4.75 2.91 5.00 7.00

Real 5.61 2.75 6.00 7.00

Appy Fizz 4.84 2.86 5.00 5.00

Snacks Partner

Amul 5.40 2.57 6.00 8.00

Pepsi 6.28 2.67 7.00 8.00

Coca Cola 6.41 2.61 7.00 8.00

Frooti 5.69 2.68 6.00 8.00

Limca 5.24 3.09 6.00 5.00

Real 5.45 2.82 6.00 7.00

Appy Fizz 5.15 3.12 5.00 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.



35 BrandScan 2007


Occasion Consumer Rank Amul Kool

(10 point scale)

Traveling 1 Lowest, 1 rating point below average

Parties 1 Lowest, 2.4 rating point below average

Snacks Supplement 3 On Par with Category Average

In-between work 4 On Par with Category Average

Along with meals 5 2nd lowest, 0.5 rating points below average

With Breakfast 6 2nd highest, after Real. 1.2 rating points above

average

Alternative to food 7 DATA NOT RELIABLE. Standard Deviation of 7.5

on a 10 point scale. Table xiii : Ranking of occasion-driven reasons for consumption for Amul Kool


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.



36 BrandScan 2007


Parameters

Amul Kool Average Rating

Highest Average Rating (Ideal) Gap

Gap Percentage

Functional based Benefits

Taste 6.55 7.13 -0.58 -8.18%

Energy 6.24 6.24 0.00 0.00%

Health 7.02 7.02 0.00 0.00%

Thirst 5.48 6.45 -0.97 -14.98%

Experiential or Emotional based Benefits

Brand 6.54 7.37 -0.82 -11.20%

Style 5.49 6.91 -1.42 -20.52%

Rejuvenation 5.60 6.43 -0.84 -13.04%

Relaxation 5.90 6.57 -0.66 -10.12%

Socialization 4.65 6.52 -1.87 -28.69%

Habitual 3.75 5.31 -1.56 -29.39%

Occasion Driven Reasons for Consumption

Alternative to Food 5.59 5.59 0.00 0.00%

Breakfast Supplement 5.63 5.73 -0.10 -1.75%

Traveling Partner 5.28 6.49 -1.21 -18.58%

In Parties 3.32 7.20 -3.87 -53.82%

Complementary to

Dinner/Lunch 4.35 5.33 -0.99 -18.51%

In between work 5.25 5.65 -0.39 -6.98%

Snacks Partner 5.40 6.41 -1.01 -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.



37 BrandScan 2007


-8.18%

0.00%

0.00%

-14.98%

-11.20%

-20.52%

-13.04%

-10.12%

-28.69%

-29.39%

0.00%

-1.75%

-18.58%

-53.82%

-18.51%

-6.98%

-15.72%

-60.00% -50.00% -40.00% -30.00% -20.00% -10.00% 0.00%

1

Par

amet

ers

Gap Percentage

Snacks Partner

In between work

Complementary toDinner/LunchIn Parties

Traveling Partner

Breakfast Supplement

Alternative to Food

Habitual

Socialization

Relaxation

Rejuvenation

Style

Brand

Thirst

Health

Energy

Taste

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.



38 BrandScan 2007



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 customer’s 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


-0.60

-0.40

-0.20

0.00

0.20

0.40

0.60

0.80

1.00

1.20

1.40

1.60

-1.50 -1.00 -0.50 0.00 0.50 1.00 1.50

Function 1

Fun

ctio

n 2

Taste

Energy

Health

ThirstQuenchingAmul Kool

Pepsi

Coca Cola

Frooti

Limca

Real

Appy Fizz

Figure vi : Perceptual map for functional based benefits

Following are the interpretations from the above map:

(A) Discriminating Powers



39 BrandScan 2007


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.



40 BrandScan 2007


(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)

-1.00

-0.50

0.00

0.50

1.00

1.50

-0.80 -0.60 -0.40 -0.20 0.00 0.20 0.40 0.60 0.80 1.00

Function 1

Fun

ctio

n 2

Brand

Style

Rejuvenation

Relaxation

Social

Habitual

Amul Kool

Pepsi

Coca Cola

Frooti

Limca

Real

Appy Fizz

Figure vii : Perceptual map for experiential or emotional benefits



41 BrandScan 2007


Occasion-driven Reasons for Consumption

-0.30

-0.20

-0.10

0.00

0.10

0.20

0.30

0.40

0.50

0.60

0.70

-1.50 -1.00 -0.50 0.00 0.50 1.00

Function 1

Fun

ctio

n 2

Alternative tofoodBreakfastSupplementTravelling Partner

In Parties

Complementaryto Dinner/LunchIn betw een w ork

Snacks Partner

Amul Kool

Pepsi

Coca Cola

Frooti

Limca

Real

Appy Fizz

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.



42 BrandScan 2007


(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.


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.



43 BrandScan 2007


“I think following drinks are tasty.”

Associations Key Observations

Brands Number of

Respondents

%age of

total

Amul Kool 85 61.2

Pepsi 47 33.8

Coca Cola 56 40.3

Frooti 91 65.5

Limca 33 23.7

Real 78 56.1

STRENGTH

Appy Fizz 62 44.6

Frooti has the highest

strength followed by Amul

Kool. Carbonated drinks

have lower strength for

taste, Limca having the

lowest.

UNIQUENESS Uniqueness Index 36.5 Unique association.

FAVOURABILITY Importance of association Highest An important factor and

Amul Kool performs well.

“These drinks give me energy.”


Brands Number of

Respondents

%age of

total

Amul Kool 83 59.7

Pepsi 19 13.7

Coca Cola 23 16.5

Frooti 51 36.7

Limca 18 12.9

Real 82 59.0

STRENGTH

Appy Fizz 46 33.1

Amul Kool has the highest

strength followed closely by

Real. Carbonated drinks

have very low strength.

UNIQUENESS Uniqueness Index 42.4 Very unique association.

FAVOURABILITY Importance of association Lowest Unimportant factor, though

Amul Kool performs good.



44 BrandScan 2007


“I become healthy after drinking.”


Brands Number of

Respondents

%age of

total

Amul Kool 78 56.1

Pepsi 5 3.6

Coca Cola 5 3.6

Frooti 36 25.9

Limca 8 5.8

Real 70 50.4

STRENGTH

Appy Fizz 30 21.6

Amul Kool has the highest

strength followed by Real.

Again the carbonated drinks

have very low strength.

UNIQUENESS Uniqueness Index 44.9 Very unique association.

FAVOURABILITY Importance of association 2nd Lowest Not very important, but

Amul Kool performs well.

“These brands quench my thirst.”


Brands Number of

Respondents

%age of

total

Amul Kool 33 23.7

Pepsi 72 51.8

Coca Cola 78 56.1

Frooti 46 33.1

Limca 55 39.6

Real 41 29.5

STRENGTH

Appy Fizz 46 33.1

Carbonated drinks like

Coca Cola and Pepsi

have higher strength

this time. Amul Kool

has the lowest.

UNIQUENESS Uniqueness Index 12.5 Non-unique

association.

FAVOURABILITY Importance of association 2nd Highest Amul Kool perceived bad on important factor.



45 BrandScan 2007


“These brands add to my style.”


Brands Number of

Respondents

%age of

total

Amul Kool 14 10.1

Pepsi 59 42.4

Coca Cola 65 46.8

Frooti 22 15.8

Limca 17 12.2

Real 42 30.2

STRENGTH

Appy Fizz 45 32.4

Carbonated drinks have

highest strength followed by

Appy Fizz and Real. Amul

Kool has the lowest

strength.

UNIQUENESS Uniqueness Index 5.8 No association exists.

FAVOURABILITY Importance of association Lowest Unimportant factor, no

trouble for Amul Kool.

“They rejuvenate me.”


Brands Number of

Respondents

%age of

total

Amul Kool 52 37.4

Pepsi 44 31.7

Coca Cola 50 36.0

Frooti 41 29.5

Limca 27 19.4

Real 57 41.0

STRENGTH

Appy Fizz 30 21.6

Amul Kool at par with

carbonated drinks, juices fall

below.

UNIQUENESS Uniqueness Index 25.3 Somewhat unique.

FAVOURABILITY Importance of association Average Neither important factor,

nor Amul Kool unique.



46 BrandScan 2007


“These brands help in socialization.”


Brands Number of

Respondents

%age of

total

Amul Kool 16 11.5

Pepsi 76 54.7

Coca Cola 85 61.2

Frooti 24 17.3

Limca 23 16.5

Real 27 19.4

STRENGTH

Appy Fizz 33 23.7

Coca Cola and Pepsi have

very high strength as

compared to all others.

Amul Kool has the lowest.


FAVOURABILITY Importance of association 2nd Lowest Unimportant, no big trouble

for Amul Kool.

“I can relax while drinking.”


Brands Number of

Respondents

%age of

total

Amul Kool 51 36.7

Pepsi 49 35.3

Coca Cola 60 43.2

Frooti 55 39.6

Limca 36 25.9

Real 62 44.6

STRENGTH

Appy Fizz 45 32.4

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.


FAVOURABILITY Importance of association 2nd Highest Important factor, but no

brand stands strong alone.



47 BrandScan 2007


“I am habitual of drinking this brand.”


Brands Number of

Respondents

%age of

total

Amul Kool 6 4.3

Pepsi 37 26.6

Coca Cola 39 28.1

Frooti 11 7.9

Limca 8 5.8

Real 13 9.4

STRENGTH

Appy Fizz 17 12.2


the highest strength, though

not a very strong one. Amul

Kool lies very low.


FAVOURABILITY Importance of association Average Amul Kool does not figure

in this average rated factor.

“These brands, I have as an alternative to my food.”


Brands Number of

Respondents

%age of

total

Amul Kool 40 28.8

Pepsi 12 8.6

Coca Cola 14 10.1

Frooti 20 14.4

Limca 5 3.6

Real 39 28.1

STRENGTH

Appy Fizz 12 8.6

Though not a very strong

one, Amul Kool has the

highest strength followed by

Real.


FAVOURABILITY Importance of association Lowest Unimportant, though Amul

Kool finds average place.



48 BrandScan 2007


“I consume them with breakfast.”


Brands Number of

Respondents

%age of

total

Amul Kool 49 35.3

Pepsi 15 10.8

Coca Cola 14 10.1

Frooti 24 17.3

Limca 6 4.3

Real 58 41.7

STRENGTH

Appy Fizz 17 12.2

Real has the highest

strength followed by Amul

Kool. Others have low

strength.


FAVOURABILITY Importance of parameter 2nd Lowest Unimportant occasion, but

Amul finds decent place.

“While traveling, I have it.”


Brands Number of

Respondents

%age of

total

Amul Kool 31 22.3

Pepsi 69 49.6

Coca Cola 83 59.7

Frooti 48 34.5

Limca 29 20.9

Real 49 35.3

STRENGTH

Appy Fizz 31 22.3

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.

UNIQUENESS Uniqueness Index 13.4 Non-unique association.

FAVOURABILITY Importance of association Highest Very important, Amul Kool

needs to ponder.



49 BrandScan 2007


“These brands, I have in parties.”


Brands Number of

Respondents

%age of

total

Amul Kool 8 5.8

Pepsi 92 66.2

Coca Cola 110 79.1

Frooti 17 12.2

Limca 29 20.9

Real 25 18.0

STRENGTH

Appy Fizz 22 15.8

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.

UNIQUENESS Uniqueness Index 3.3 Negligible association

exists.

FAVOURABILITY Importance of association Highest Very important, Amul Kool

needs to ponder.

“With food, I can drink.”


Brands Number of

Respondents

%age of

total

Amul Kool 41 29.5

Pepsi 58 41.7

Coca Cola 68 48.9

Frooti 48 34.5

Limca 22 15.8

Real 52 37.4

STRENGTH

Appy Fizz 36 25.9


the highest strength,

followed by Real and Frooti.

Amul Kool shows average

strength.


FAVOURABILITY Importance of association 3rd Lowest Neither very important, nor

does Amul Kool differs.



50 BrandScan 2007


“In between work , I have it.”


Brands Number of

Respondents

%age of

total

Amul Kool 43 30.9

Pepsi 50 36.0

Coca Cola 61 43.9

Frooti 37 26.6

Limca 22 15.8

Real 52 37.4

STRENGTH

Appy Fizz 29 20.9

Coca Cola has the highest

strength, followed by Real

and Pepsi. Amul Kool

follows these.


FAVOURABILITY Importance of association Average Average importance,

average performance.

“With snacks, I can have it.”


Brands Number of

Respondents

%age of

total

Amul Kool 49 35.3

Pepsi 65 46.8

Coca Cola 76 54.7

Frooti 51 36.7

Limca 38 27.3

Real 59 42.4

STRENGTH

Appy Fizz 48 34.5

Coca Cola has the highest

strength, followed by Pepsi

and Real. Amul Kool

displays average strength.


FAVOURABILITY Importance of association 3rd Highest Average importance,

average performance. Table xv : Brand Association depicting Strength, Uniqueness, and Favourability

3.4.2 Projective Technique for Association



51 BrandScan 2007


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.

Category

%age of

Respondents

Brands of cold beverages

(other than Amul Kool)

Other beverages not

included in survey

Milk 33.10 ----- Lassi, Bournvita, Horlicks

Healthy 17.24 Real, Tropicana, Nandini, Frooti Local fruits juice

Refreshing 7.59 Milk, Frooti, Real -----

Taste 5.52

Frooti, Appy Fizz, Coca Cola,

Real, Nandini -----

Alternative to soft

drinks 1.38 ----- -----

Appetizing 1.38 Real -----

Negative Opinion 1.38 ----- -----

Misc. 32.41 ----- ----- 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



52 BrandScan 2007


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 %age of Respondents

Sportsman 43.62

Actors – Glamour 26.60

Actors - Body Builders 14.89

Actors – Credibility 9.57

Politicians 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 sport’s 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).



53 BrandScan 2007


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.


Healthy 22.46

Milk 20.29

Energetic 7.97

Tasty 4.35

Kool 3.62

Refreshing 2.90

Thirst Quencher 2.17

Misc. 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.


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.



54 BrandScan 2007


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.


Cool 16.67

Healthy 15.94

Energetic 6.52

Caring 5.07

Stylish 2.90

Unfashionable/Old 5.07

Misc. 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).



55 BrandScan 2007


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


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.



56 BrandScan 2007


4 CONCLUSIONS AND

RECOMMENDATIONS

4.1 CONCLUSIONS ...................................................................................57

4.2 RECOMMENDATIONS .........................................................................58



57 BrandScan 2007


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.



58 BrandScan 2007


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.



59 BrandScan 2007


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.



60 BrandScan 2007


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



61 BrandScan 2007


ANNEXURE A: NEEDS IDENTIFIED

Through FGD’s and Interviews, following needs have been identified:

Functional Benefits

i. Taste ii. Thirst quenching iii. Energy iv. Aids digestion v. Rejuvenating vi. Hunger satisfaction vii. Health viii. Nutrition ix. Substitute of hard drink x. Because they are pure/clear/transparent xi. Many times they are more hygienic than water available outside xii. Easy to carry xiii. To have some cool xiv. When need something extremely chilled xv. Increases taste of food

Experiential Purchase Drivers

i. Relaxation ii. Style iii. To look modern iv. To cheer v. Advertisement vi. They are big brand name vii. Celebrity viii. Because it is youth’s drink ix. You have got addiction of this x. It gives pleasure after drinking xi. It gives you joy xii. To influence my friends xiii. Because I trust the brand xiv. Because they are cool xv. They are fun to drink xvi. Time pass xvii. No other option of drink xviii. Status symbol xix. The way it feels in mouth xx. Brad's Drink xxi. It's a Great American Custom xxii. To look as a sociable xxiii. Its adventurers’ drink



62 BrandScan 2007


xxiv. They are for sports person xxv. To enjoy life

Occasion Driven Purchase Drivers

i. With breakfast ii. In the interval in office hours/classes iii. With fast food like Pizza, Burger iv. In parties v. To celebrate birthday/anniversary vi. When you don’t have time to have food vii. In traveling viii. In summers ix. Easy availability x. When don’t get packaged water out side home xi. Because my friends drinks xii. Watching cricket match xiii. Drinking soft drink is must at my work place xiv. For serving to guest



63 BrandScan 2007


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. 2. 3.

4. 5. 6.

7. 8. 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 1 2 3 4 5

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)


Relaxation

Style

Modern look

Attachment towards advertisement

Strong brand name



64 BrandScan 2007


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)


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 b. Gender

d. Education d. Profession

e. Health Concisions f. Extrovert

g. Sporty h. Location of residential

place



65 BrandScan 2007


h. Any thing else you can say __________________________

i. Any thing else you can say __________________________

j. Any thing else you can say __________________________

Name____________________________ Age______ Contact

No.___________________

Thank you for your cooperation!



66 BrandScan 2007


ANNEXURE C: FACTOR ANALYSIS

Functional Benefits

Factor1 Factor2 Factor3 Factor4

Taste Energy Health Thirst Quenching

Taste Energy Health Thirst Quenching

Helping in digestion Chilled

Hygienic Hot season

Experiential Purchase Drivers

Factor1 Factor2 Factor3 Factor4 Factor5 Factor6

Rejuvenation Relaxation Style Brand Addiction Socialization

Rejuvenation Relaxation Style Strong brand name

Addiction Socialization

Pleasure Modern Look

Attachment towards Ad

Time pass Youthful Attachment towards Celebrity

Status symbol

Trust on brand

Occasion-driven Purchase Drivers

Factor1 Factor2 Factor3 Factor4 Factor5 Factor6 Factor7 Alternative to food

With breakfast

In between works

Along with meals

In parties

While travelling

While snacks

Alternative to meals

With breakfast

In between works

While having food

In parties While travelling

While having snacks

Hunger Satisfaction

Watching TV

When no option is available

Serving guests



67 BrandScan 2007


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: MIA’S 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



68 BrandScan 2007


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



69 BrandScan 2007


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



70 BrandScan 2007


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



71 BrandScan 2007


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



72 BrandScan 2007


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



73 BrandScan 2007


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.__________________ c.__________________

d.__________________ e.__________________ f.__________________

g.__________________ h.__________________ 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 Level of Importance

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 Level of Importance

Brand

Style

Rejuvenation

Relaxation

Socialization

Habitual



74 BrandScan 2007


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 Level of Importance

Alternative to food

With breakfast

While Travelling

In Parties

Along with meals

In Between Work

Snacks Supplement

6. Which of these chilled beverages brands are you aware of?

Amul Kool [ ] Pepsi [ ] Coca Cola [ ] Frooti [ ] Limca [ ] Appy Fizz [ ] Real [ ] Tropicana [ ] Nandini [ ] Thumbs Up [ ] Maaza [ ] 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 Amul

Kool

Pepsi Coca

Cola

Frooti Limca Real Appy

Fizz

Taste

Energy

Health

Thirst

Quenching

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)



75 BrandScan 2007


Parameter Amul

Kool

Pepsi Coca

Cola


Fizz

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 Amul

Kool

Pepsi Coca

Cola


Fizz

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 Amul

Kool Pepsi

Coca

Cola Frooti Limca Real Appy Fizz

I think following drinks

are tasty

These drinks give me

energy

I become healthy after

drinking



76 BrandScan 2007


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 celebrity’s 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? ________________



77 BrandScan 2007


16. If some one uses Amul Kool, how and who would one be? (Tick one number (√)

corresponding to each parameter)

Parameter 1 2 3 (Can’t

say)

4

5 6 7 Parameter

Male Female

Young Old

Introvert Extrovert

Oblivious Caring

Fashionable Unfashionable

Poor Rich

Rural Urban

Health-

conscious

Junk Foodie

Uneducated Educated

Basic Details:

Name:___________________________________ Contact:

No.______________________________

Age:___________ Gender:_____________

Educational Qualification:

□ Senior Secondary □ Higher Secondary □ Graduate □ Post

Graduate

Family Income (Rs. per month):

□ Less than 5,000 □ 5,000 – 15,000 □ 15,000 – 25,000 □

Above 25,000



78 BrandScan 2007


ANNEXURE F: TABLE FOR PERCEPTUAL MAPS


Wilks' Lambda Test of Function(s) Wilks' Lambda Chi-square df Sig. 1 through 4 0.57 367.83 24.00 0.00 2 through 4 0.96 23.83 15.00 0.07 3 through 4 0.99 5.86 8.00 0.66

4 1.00 0.33 3.00 0.95

Standardized Canonical Discriminant Function Coefficients Function 1 2 3 4 Taste -0.19 1.32 -0.37 -0.22 Energy -0.27 -0.46 -0.50 1.43 Health 1.28 0.12 0.38 -0.58 Thirst Quenching -0.40 -0.33 1.19 0.03

Functions at Group Centroids Cold Beverage Function 1 2 3 4 Amul Kool 1.11 0.00 -0.08 -0.01 Pepsi -0.92 0.06 0.00 0.02 Coca Cola -0.99 0.06 0.04 -0.02 Frooti 0.22 0.31 -0.04 0.00 Limca -0.56 -0.31 -0.03 -0.03 Real 0.93 -0.04 0.23 0.01 Appy Fizz 0.21 -0.17 -0.06 0.04 Unstandardized canonical discriminant functions evaluated at group means

Experiential or Emotional Benefits

Wilks' Lambda Test of Function(s) Wilks' Lambda Chi-square df Sig. 1 through 6 0.84 110.82 36.00 0.00 2 through 6 0.96 24.97 25.00 0.46 3 through 6 0.98 12.07 16.00 0.74 4 through 6 1.00 2.01 9.00 0.99 5 through 6 1.00 0.40 4.00 0.98

6 1.00 0.00 1.00 0.96

Standardized Canonical Discriminant Function Coefficients Function



79 BrandScan 2007


1 2 3 4 5 6 Brand -0.23 1.39 -0.90 0.18 -0.71 -0.10 Style 0.77 -0.85 -0.21 0.72 1.24 0.55 Rejuvenation -0.42 -0.11 0.90 0.30 -1.10 0.98 Relaxation -0.67 0.28 0.42 -0.40 1.43 -0.71 Social 0.85 0.12 0.13 -1.21 -0.44 0.15 Habitual 0.29 -0.06 0.32 0.77 -0.27 -0.82

Functions at Group Centroids Cold Beverage Function 1 2 3 4 5 6 Amul Kool -0.52 0.08 -0.14 0.01 0.01 0.00 Pepsi 0.46 0.07 -0.03 -0.02 -0.01 0.00 Coca Cola 0.48 0.07 -0.08 0.03 0.00 0.00 Frooti -0.22 0.07 0.14 -0.11 -0.01 0.00 Limca -0.19 -0.27 -0.07 0.01 -0.05 0.00 Real -0.20 0.09 0.26 0.09 -0.01 0.00 Appy Fizz 0.14 -0.27 0.07 -0.01 0.05 0.00 Unstandardized canonical discriminant functions evaluated at group means

Occasion-driven Reasons for Consumption

Wilks' Lambda Test of Function(s) Wilks' Lambda Chi-square df Sig. 1 through 6 0.62 275.68 42.00 0.00 2 through 6 0.93 38.56 30.00 0.14 3 through 6 0.98 13.60 20.00 0.85 4 through 6 0.99 6.17 12.00 0.91 5 through 6 1.00 1.11 6.00 0.98

6 1.00 0.26 2.00 0.88

Standardized Canonical Discriminant Function Coefficients

Function

1 2 3 4 5 6

Alternative to food -0.05 0.00 -0.31 -0.08 -0.14 0.18

Breakfast Supplement -0.13 0.30 0.33 -0.06 -0.05 -0.13

Travelling Partner -0.05 0.20 -0.38 0.17 -0.03 -0.16

In Parties 0.37 0.16 0.18 -0.25 -0.07 0.05



80 BrandScan 2007


Complementary to Dinner/Lunch 0.07 -0.08 0.17 0.37 -0.14 0.15

In between work -0.05 -0.01 -0.01 -0.08 0.48 0.20

Snacks Partner 0.02 -0.08 0.01 0.16 0.01 -0.28

(Constant) -1.23 -2.55 0.41 -1.32 -0.59 0.28

Functions at Group Centroids Cold Beverage Function 1 2 3 4 5 6 Amul Kool -1.07 -0.17 0.08 0.04 0.00 0.00 Pepsi 0.80 -0.05 0.10 0.02 -0.02 0.03 Coca Cola 0.79 -0.02 -0.01 0.10 0.01 -0.03 Frooti -0.30 0.07 -0.25 0.07 0.03 0.02 Limca 0.31 -0.17 0.01 -0.22 0.07 0.00 Real -0.39 0.56 0.09 -0.04 0.00 0.00 Appy Fizz -0.01 -0.05 -0.13 -0.12 -0.08 -0.01 Unstandardized canonical discriminant functions evaluated at group means



81 BrandScan 2007


ANNEXURE G: UNIQUENESS INDEX

Scale used for Uniqueness Index

Meaning Index Score

Shared Association 0-10

Non-Unique Association 11-20

Somewhat unique Association 21-30

Unique Association 31-40

Very Unique Association 41-50

Uniqueness Index for Amul Kool

Uniqueness

Amul

Only

Amul

With

1

Other

Amul

With

2

Other

Amul

With

3

Other

Amul

With

4

Other

Amul

With

5

Other

Amul

With

6

Other

Uniqueness

Index

Weightage 0.7 0.6 0.5 0.4 0.3 0.2 0.1

I think following

drinks are tasty 3 10 30 19 16 3 4 36.5

These drinks give me

energy 6 23 34 16 3 0 1 42.4

I become healthy

after drinking 15 33 26 4 0 0 0 44.9

These brands quench

my thirst 1 4 8 8 4 2 6 12.5

These brands add to

my style 2 4 2 0 2 0 4 5.8

They rejuvenate me 4 16 16 7 6 0 3 25.3

These brands help in

socialization 2 4 5 2 1 0 2 7.6



82 BrandScan 2007


I can relax while

drinking 3 11 13 12 4 1 7 22.1

This is an habitual 1 2 0 2 0 0 1 2.8

These brands, I have

as an alternative to

my food 10 20 7 2 0 0 1 23.4

I consume them with

breakfast 9 25 6 6 1 0 2 27.2

While Traveling, I

have 3 4 9 6 5 1 3 13.4

These brands I have

in parties 1 1 1 3 0 1 1 3.3

With food, I can

drink 3 14 8 6 1 3 6 18.4

In between work , I

have 4 8 9 10 3 4 5 18.3

With Snacks, I can

have 6 10 11 10 3 0 9 21.5



83 BrandScan 2007


6 TEAM AMUL



84 BrandScan 2007


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

AMUL BrandScan'07 Report

Documents

pai management

validation

cold drink

high discriminating

cold beverages

low discriminating

attribute

functional