Project

PROJECT

ON

“Comparative study on marketing mix of three selected brands of Tomato Ketchup (Maggi, Kissan & Cremica) and its impact on

consumer buying behaviour in Ludhiana city.”

A report submitted towards the partial fulfillment of the requirements of the two years full-time Post Graduate Diploma

in

“Fashion Merchandising and marketing”

SUBMITTED TO :-

MR. KAPIL C AGGARWAL (Module Tutor of Marketing and Communication Skill)MS. RATANDEEP REKHI(Module Tutor of Consumer Behaviour)DR. SUNIDHI DHIMAN(Module Tutor of Research Methodology)MR.GAGANDEEP SINGH(Module Tutor of Computers)

SUBMITTED BY :-

PAWANDEEP DHIMAN

FMM- 2

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ACKNOWLEDGEMENT

I feel immense pleasure to offer my thanks to faculty members, who cooperated in analysis of

data and helped me in completion of this project. I am very thankful to my friends who

directly and indirectly helped me in collection of data and material related to the research

topic.

In the end I would like to thank the respondents who gave their valuable piece of time for

participating in the survey to complete the study.

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INDEX

Sr.no Chapters Page no.1. Chapter 1. :

1. Introduction 2. Objectives 3. Marketing mix of Brands

5-11 5 6

7-112. Chapter 2. : Review of Literature 12-163. Chapter 3. : Research Methodology 17-184. Chapter 4. : Results and Discussion 19-325. Chapter 5. : Conclusion 33-346. Chapter 6. : Suggestions 35-367. Chapter 7. : Bibliography 378. Chapter 8. : Annexure 38-41

Table Index

Sr. No Content Page no.

Table 4.1

Table 4.1.1 Table 4.1.2 Table 4.1.3 Table 4.1.4

Table 4.1.5

Data related to marketing mix.

Distribution of respondents on the bases of most demanded tomato ketchup brand by the consumers Distribution of respondents according to the level of competition faced by the three selected brands of T.KDistribution of respondents on the bases of particular size of T.K packing preferred by consumersDistribution of the respondents according to the brands preferred by their customers on the bases of taste and its attractive packingDistribution of respondents on the bases of channel of distribution followed by brands

19 20 21 22

23 Table 4.2

Table 4.2.1Table 4.2.2Table 4.2.3Table 4.2.4

Table 4.2.5

Table 4.2.6

Data related to consumer behaviour

Distribution of respondents on the bases of age and gender of the respondents using the brandDistribution of respondents on the bases of usage of a particular brand of tomato ketchupDistribution of the respondents on the bases of type of store preferred by themDistribution of respondents according to the purchase decision on the non-availability of their preferred brandDistribution of respondents on bases of factors and offers provided by the brands and their source of information. Distribution of respondents on the bases of Level of satisfaction after using the particular brand

24 26 27 28

29 31

Figures Index

Sr no. Content Page No.

Figure 4.1

Figure 4.1.1Figure 4.1.4Figure 4.1.5 (1)Figure 4.1.5 (2)

Figures related to marketing mix.

Distribution of respondents on the bases of most demanded tomato ketchup brand by the consumersDistribution of the respondents according to the brand’s attractive packingDistribution of respondents on the bases of 2nd level of channel of distribution followed by brandsDistribution of respondents on the bases of multi level of channel of distribution followed by brands

19 22 23

23

Figure 4.2

Figure 4.2.2Figure 4.2.6

Figures related to consumer behaviour .

Distribution of respondents on the bases of usage of a particular brand of tomato ketchupDistribution of respondents on the bases of Level of satisfaction after using the particular brand

26 31

Chapter 1.

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1. INTRODUCTION :-

India is a diverse country where different states have different consumption patterns and

customs. Competition has become the key word in today’s scenario. Till 1970’s and 80’s

Maggie and Kissan were the major ketchup brands but after liberalization Heinz entered

Indian market which offered tough competition. These major giants are also facing

competition from many local players like Tops, Cremica and other local brands. The ketchup

market in India is estimated to be around Rs 220 crore, largely dominated by Nestlé’s Maggi

that owns 47% of the market and the Kissan that owns 26%. Upto mid eighties Kissan was

the number one brand in Tomato Ketchup and around that time the competition came from

Maggi -- a Nestlé’s brand (Anonymous,2009).

This project is undertaken to study and understand the 4 P’s of marketing which includes

PRODUCT, PRICE, PLACE and PROMOTION of three brands of tomato Ketchup and its

impact on the consumer buying behaviour. The three brands of the tomato ketchup selected

for the study are Maggi, Kissan and Cremica. Price helps in analyzing whether it is

competitively priced or not. Promotions showcases which mode of promotion is most

effective and how do consumers respond to various celebrity endorsements. Place focuses on

efficiency of distribution network of Tomato Ketchup.

There are various strategies which are used by manufacturers in marketing their product. The

popularity of the brand or the brand positioning depends upon various factors. The

manufacturer uses his strengths and opportunities for survival and to overcome against threats

and its weakness. Marketing mix or 4 P’s of marketing is the most important tool of any

organisation. (Anonymous (2001), Marketing mix)

Marketing mix has an impact on the buying decision of a consumer. Marketing is used to

identify the customer, to keep the customer, and to satisfy the customer. To understand the

behaviour of consumer, marketer must know how a consumer make decision before buying

any product for this consumer decision making (consumer buying behaviour) have to be

studied.

The consumer decision making is a process having various stages which are as Need

Recognition: The buying process starts when the buyer recognizes a problem or need. The

need can be triggered by internal or external stimuli. Marketers need to identify the

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circumstances that trigger a particular need. By gathering information from a number of

consumers, marketers can identify the most frequent stimuli that spark and interested in a

product category. They can develop marketing strategies that trigger consumer’s interest.

Information search: An aroused consumer will be inclined to search for more information. At

this level a person simply becomes more receptive to information about a product.

Consumer information sources fall into four groups; Personal sources, Commercial sources,

Public sources. Through gathering information, the consumer learns about competing brands

and their features.

Evaluation of alternatives: There is no single evaluation process used by all consumers or by

one consumer in all buying situation. There are several decision evaluation processes, First,

the consumer is trying to satisfy a need. Second, the consumer is looking for certain benefits

from the product solution. Third, the consumers see each product as a bundle of attributes

with varying abilities of delivering the benefits sought to satisfy this need.

Purchase Decision: In evaluation stage, the consumer forms preferences among the brands in

the choice set. The consumer may also form an intention to buy most preferred brand.

However, two factors can intervene between the purchase intentions and the purchase

decision.

Post purchase behaviour: after purchasing the product the consumer will experience some

level of satisfaction or dissatisfaction. The marketers job does not end when the product is

bought marketers must monitor post purchase satisfaction; post purchase action and post

purchase product users.

There are various environmental variables which also effect the position of the brand. This

includes customer variable, competition, trade, technology and government variable.

Marketing mix and environmental factors are closely related which affect the consumer

buying behaviour. (Anonymous, Consumer behaviour)

This project is focussed on the studying the marketing mix of tomato ketchup and its three

brands ( Maggi, Kissan , Cremica) and the buying behaviour of its consumers in selected area

of Ludhiana city. As this project is done by the student of marketing and consumer

behaviour, he or she must know about the strategies which a marketer formulate and plan for

the brand extension and profitability. As marketing mix is based on the consumer behaviour

the relationship have been studied in this project.

The study has been planned with the following objectives :

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1. To study the 4P’s of marketing of three selected brands of tomato ketchup i.e. Maggi,

Kissan and Cremica.

2. To study the consumer buying behaviour in regard to these selected brands of tomato

ketchup.

3. To do the comparative analysis of the three selected brands of tomato ketchups based

upon the marketing mix and consumer buying behaviour.

Four P ’s of marketing used by brands

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About Maggi Tomato Ketchup :-

[source : http://upload.wikimedia.org/wikipedia/de/thumb/0/06/Maggi-logo.svg/677px-Maggi-logo.svg.png ]

Maggi Tomato Ketchup is primarily a taste enhancer, giving the food provider taste, aroma

and also contains iodised salt. Nestle was seriously working on brand extension to leverage

brand success in some potential product categories. The company finally decided to enter

ketchup market with the brand Maggi. Finally in 1985 when Maggi noodles had reached

4000 tonnes business, they ensured the establishment of the brand Maggi and launched their

Maggi ketchup. Market leader Kissan was selling its ketchup in 500 gm. Nestle decided upon

400 gm bottle to give the consumer a ‘price- point’ advantage. The main launched its product

all over India. The main focusing aspect of their advertisement was ‘what ketchup does to

your food- tasty and more palatable.

Source : anonymous (2009) Encyclopaedia, http://www.absoluteastronomy.com/topics/Maggi

4 P’s of Marketing of Maggi Tomato Ketchup

1. PRODUCT :- ( 1Kg bottle)

a. Available in different variants: Maggi Ketchup Maggi Hot & Sweet Sauce, Maggi Masala

Chilli Sauce, Maggi Chilli Garlic Sauce, Maggi Tamarind Sauce, Maggi Tomato Sauce

(Without onion & garlic), Maggi Tomato Ketchup (With onion & garlic), tomato chatpat,

Teekha masala, Tomato pudina.

b. The product ingredients are water, tomato paste (34%), sugar, iodised salt, acidifying agent

(260), thickening agent (440 & 401), onion powder, garlic powder, mixed spices and

preservative (211).

2. PROMOTION :-

a. They promote their product very effectively through television by adding humour in the ads.

b. They also sponsor various cookery shows to promote alternate usage of products. Maggi was a

sponsor for Hum Log, a popular television show on Doordarshan, India’s sole channel in 1984.

c. They also use strategy of free product samples to promote it. They have distributed samples in

various mall and schools in Delhi.

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d. Celebrity endorsements:- Maggi was They came up with their popular

character of Pankaj and Javed to communicate with target audience Nestlé

carried out various promotional activities as well. These included the August

1999 ‘Fun-Dooz’ campaign and Jungle Jackpot campaign .They have taken

Javed Jafferi for endorsement of tomato ketchup. They used a punch line

that is very effective and creates a unique image in the minds of the

customers.

That is “its Different”. On completing its 25 years in India, Maggi has

changed slogan to “ Make a Difference”. And it’s now campaign slogan is

“Mai & maire maggi”.

3. PLACE :- Sold in India , New Zealand , Australia , Malaysia, Pakistan, Nigeria, Philippines and

Singapore.The distribution network is well spread as it is easily available in all karyana stores,

retail store etc.

4. PRICE :-

Its Maggi Rich Tomatoes is priced at Rs 90

(1 kg bottle with 20% free offer).

About Kissan Tomato Ketchup :- 8 | P a g e

Source : http://www.maggi.in/MAGGI_Sauces.aspx

4 P’s of marketing of Kissan Tomato Ketchup are :-

1. PRODUCT :- ( 1Kg bottle)

It is available in different variants: Kissan Ketchup and Kissan Sauce (no onion no

garlic), Kissan Tomchi.

The product ingredients are water, tomato paste , sugar, salt, acidity regulator

(260),Stabilizers (1442 & 415), condiments, onion powder, garlic powder, mixed spices

and preservative (211).

The thickness is more as compared to Maggi Ketchup. Due to the hidden quantity of the

tomato paste in the ingredient.

2. PROMOTION :-

a. No particular celebrity endorsement is used by the HUL ( Hindustan Unilever

Limited ).

b. The new campaign of Kissan has positioned the Kissan Ketchup a unique product . Taking the tag line "Aao banaye pakode behtar" translated to "Making Pakode taste better". In these series of ads, the brand plays a second fiddle to the main snack. The brand takes the positioning of a "Great Accompaniment "

3. PLACE : -

Sold in India, U.S.A and Australia. The distribution network is well spread as it is easily

available in all karyana stores, retail store etc.

4. PRICE :-

Kissan Ketchup is priced at Rs 91 (1 kg bottle).

About Cremica Tomato Ketchup :

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Source :- http://fliiby.com/images/_thumbs/me_jrtq2qc6al1.jpg

source: http://www.mrsbectorfoods.com/images/sauces_img.jpg

Established in 1978 as a small enterprise by Mrs. Bector, a housewife and passionate food

enthusiast, the Cremica Group is today a widely diversified food products company engaged

in food retailing and food services industry. Mrs Bector's Cremica, a 90 million dollar

company, is one of the largest players in food services business in India.

The Cremica Group includes Cremica Frozen Foods, EBI foods, Mrs Bector's Desserts and

Cremica Agro India. It serves as a one-stop solution provider to all leading food service

chains, food retail chains, hotel groups and airlines. Cremica's spread of delightful biscuits,

breads, sauces, bread spreads, ready-to-eat curries and syrups have something for everyone.

Today, its products are exported to 50 countries including Africa, the USA, UK and the

Middle East.

Source : Asian News International ( 2009)

http://www.thefreelibrary.com/The+Cremica+group+making+waves+in+food+service+industry.(Company...-

a0199265103

4 P’s of marketing of Cremica Tomato Ketchup :-

1. PRODUCT :- ( 1Kg bottle)

a. Its product line includes Tomato ketchup, chilli sauce, tomato ketchup sachets, chilli

sauce sachets, mustard sachet, mint dip sachets, pizza pasta sauce, salsa Mexicana sauce,

chilli garlic sauce.

b. The company has launched a new `concept product' which it calls a `tiffin ketchup

sachet.' This is a carton with 25 single serve sachets which the company hopes will do

well in homes with school-going children.

c. The product ingredients are water, tomato paste (34.5%), sugar, common salt, liquid

glucose, permitted acid (E 260), permitted emulsifier and stabiliser (E415), onion

powder, garlic powder, condiments.

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2. PROMOTION :-

a. No particular celebrity endorsement is used by the Mrs. Bector for cremica tomato

ketchup.

b. They promote their ketchup through hoardings, wall paintings and from various fast

food corners like McDonald’s, Pizza Hut, and Subway.

3. PLACE :-

a. The company is a major player in the institutional sales segment and supplies to

international chains such as McDonald's, Pizza Hut, Indian Railways, Jet Airways,

Kellogg's, Subway and to the Indian Army's Canteen Stores Department. The

company has a retail presence largely in the Northern market.

b. It is looking at an entry into smaller places such as Goa, Indore, Raipur, Jaipur, Agra,

Lucknow, Kochi, Coimbatore and Madurai.

c. It also makes products for the food divisions of major FMCG companies including a

chocolate topping for Kwality Wall's, the ice-cream brand of Hindustan Lever.

d. It has also partnered with Cadbury’s ITC and EBI Foods, a UK based firm. It has

customers like Cafi Coffee Day, Taj Group of Hotels, Spencer.

4. PRICE :-

The price of 1kg Cremica Tomato ketchup bottle for Rs. 89 for consumers.

Chapter 2.

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REVIEW OF LITERATURE:-

The chapter included the information related to secondary data sourced from various published source like books , internet , journals etc. The review have been categorised into following heads :-

2.1 About consumer behaviour

2.2 Marketing mix review

2.3 Historical review about tomato ketchup

2.4 Studies conducted on Maggi , Kissan and Cremica brands of ketchup .

2.1 About consumer behaviour :-

Referring to Solomon (2006, p.27) consumer behaviour is the study of the processes involved

when individuals or groups select, purchase, use or dispose of products, services, idea or

experiences. Consumer behaviour focuses on how individuals make decisions to spend their

available resources on consumption related items. That includes what they buy, why they

buy, when they buy, where they buy it, how often they buy it how often they use it, how they

evaluate it after they purchase and the impact of such evaluations on future purchases, and

how they dispose it. Schiffman and Kanuk (2004, p.8)

2.1.1 Consumer attitude :-

According to Ajzen (1998) the attitudes are the first determinant of behaviour intention. In

consumer behaviour context attitude is a learned predisposition to behave in a consistently

favourable or unfavourable way with respect of a given object. There is a general agreement

that attitudes are learned. This means that attitudes relevant to purchase behaviour are formed

as a result of direct experience with the product, word-of-mouth information acquired from

others, or exposure to mass media advertising. Internet etc. (Schiffman and Kanuk, 2004,

p.253) As learned predisposition, attitudes may propel consumer towards particular behaviour

or repel the consumer away from particular behaviour. . (Schiffman and Kanuk,2004, p.253)

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2.1.2 Consumer decision-making process :-

Many consumer theories regarding the consumer behaviour were based on economic theory

on the notion that individuals at rationally to maximize their benefits/satisfaction in the

purchase of goods and services. Later research discovered that consumers are just as likely to

purchase impulsively and to be influenced not only by family, friends, and advertisers but

also by mood, situation and emotion. All of these factors combine to form a comprehensive

model of consumer behaviour that reflects both the cognitive and emotional aspects of

consumer decision-making. (Schiffman and Kanuk, 2004, p.19)

In this simplified model (Figure 3.1) of consumer decision-making process Schiffman and

Kanuk (2004) identified three distinct but linked stages from which the process of consumer

decision-making can be viewed. It ties together the psychological, social and cultural concept

into easily understood framework.

2.2 Marketing Mix :-

The concept of the marketing mix as the combination of the major tools of marketing was

first developed by Borden in the 1950s. The idea of 4Ps (Product, Place, Price and

Promotion) was later formulated by McCarthy in 1975. The marketing mix creates an

offering for the customer. Marketers need to ensure that the marketing mix meets their

customers’ needs and wants in addition to that all of its components need to be consistent

with each other. If not costumers will turn away to its competitors. (Brassington, 2006 p.30)

Vignali (2001) acknowledges that for many years 4Ps have been used as the principal

foundation on which a marketing plan is based. However, with particular attention being paid

to services marketing in recent years, theorists have identified additional variables, which

could be added to the 4Ps. Fifield and Gilligan (1996, cited by Vignali 2001) recognized the

following variables as an integral part of the marketing mix- process, physical and people.

Vignali (2001) applied 7Ps analysing the marketing mix of McDonald’s in the following

way:

1. Product – features, quality, quantity.

2. Place – location, number of outlets.

3. Price – strategy, determinants, levels.

4. Promotion – advertising, sales promotion, public relations.

5. People – quantity, quality, training, promotion.

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6. Process – blueprinting, automation, control procedures.

7. Physical – cleanliness, decor, ambience of the service. In this project , the main focus is on

the 4 P’s of marketing rather than 7 Ps. 4 Ps includes product, price , place and promotion .

2.3 Historical review :-

2.3.1 History of Tomato ketchup in India :-

Anonymous (2009) reviewed that the ketchup market in India is estimated to be around Rs

220 crore, largely dominated by Nestlé’s Maggi that owns 47% of the market and the Kissan

that owns 26%. Upto mid eighties Kissan was the number one brand in Tomato Ketchup and

around that time the competition came from Maggi -a Nestlé’s brand. With Maggi launching

several varieties of Tomato Ketchup there was a growth in the market. With Kissan and

Maggi fighting neck to neck other smaller but established brands like Dipy's from

Herbertsons, Volfruit from Voltas, Noga of Nagpur Orange Federation and SunSip of Wimco

gradually disappeared from the market. Delmonte now has joined hands with Paoma

Industries, the manufacturers of Rasna Brands of soft drink concentrate and is expected to

launch Tomato Ketchup shortly. At a time when Kissan had become generic to tomato sauce,

Maggi came in with its sauces range. Maggi was the upstate new corner who came in with a

loud aggressive national burst. It did not come in with one, but with a range of sauces in order

to increase market share and expand the market by offering more usage occasions, bring

consumers with different needs into the Maggi Sauces fold and weaning away users of

different brands to Maggi. From a market share of 14% in 1985, Maggi Sauces now enjoys a

share of about 50% of the market.

2.4 Survey on tomato ketchups :-

Trivedi H (2008) conducted study on consumer buying decision making of ketchup. The

study was conducted Ahmadabad city. An in-house laboratory test on 15 brands of tomato

sauce and ketchup from across the country and 2 unbranded samples were conducted.

Overall, Maggi Ketchup (79) scored the highest among the national brands followed by

Kissan Sauce (78) and Heinz Ketchup (78). Among the regional brands, Madhur Premium

Sauce and Ketchup topped the list. It was found out that the `Best Buy’ tomato ketchup in the

national category is Nilon’s Sauce since its price was less than that of Maggi Ketchup.

Similarly Madhur Ketchup is the `Best Buy’ in the regional category. Two brands - Sona

Continental and Tops Continental were tested as a separate category because it had

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vegetables as ingredients, besides tomatoes. Both the brands were found to be non-

conforming, hence they were not rated and ranked.

2.4.1 A bout cremica :- (The Cremica group making waves in food service industry )

Karan Kapoor ( 2009) writes an article on Cremica Tomato ketchup. According to him

Cremica was established in 1978 as a small enterprise by Mrs. Bector, a housewife and

passionate food enthusiast, the Cremica Group is today a widely diversified food products

company engaged in food retailing and food services industry.

Mrs Bector’s Cremica, a 90 million dollar company, is one of the largest players in food

services business in India. The Cremica Group includes Cremica Frozen Foods, EBI Foods,

Mrs Bector’s Desserts and Cremica Agro India. It serves as a one-stop solution provider to all

leading food service chains, food retail chains, hotel groups and airlines.

Cremica’s spread of delightful biscuits, breads, sauces, bread spreads, ready-to-eat curries

and syrups have something for everyone.

Today, its products are exported to 50 countries including Africa, the USA, UK and the

Middle East. “Our sauces are going to Australia. We have recently launched a new range of

chip-dips and bread spread in the ethnic Indian range and these are going abroad to a number

of countries. We have had a highly successful launches of these products in Australia and the

U.S. and we will be further reinforcing a new strategy in these markets,” said Adshay Bector,

Managing Director of Mrs. Bector’s Food Specialities Ltd.

Since 1996, Cremica has been supplying buns, ketchups and toppings to McDonald’s – its

key business partner. It has also partnered with Cadbury’s ITC and EBI Foods, a UK based

firm. It has customers like Cafi Coffee Day, Taj Group of Hotels, Spencer and Barista as

well.

2.4.2 Maggi ketchup completes 25 years in India & is still making a difference :-

According to Press Trust of India (2010) article nearly two decades after it first tickled the

funny bone with the It's Different punchline for Maggi sauces, FMCG major Nestle is

changing the slogan for its ketch up brand to Make a Difference, to stay in sync with the new

generation of customers. As Maggi tomato ketchup turns 25 this year in India, Nestle is

adopting a more interactive approach with customers through its new campaign, Hassi

Khushi and Maggi Sauce, which will see the ketchup range sport a new tagline, Make a

Difference, starting from next month.

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As the brand grows they are looking for new ideas to communicate with consumers. Maggi is

also organising various campaigns in Delhi and NCRC area. This time they have thought of

letting the consumers do the talking.

2.4.3 Kissan Tomato ketchup :- F ar from a delight but still a necessity

Akisha (2004), expressed her views about Kissan tomato ketchup. According to her , Kissan

tomato ketchup is every type snack ketchup. One can have it with hot burger, pizza etc.

Maggi’s tomato ketchup is spicy where as Kissan tomto ketchup is tangy and mush thicker

than Maggi tomato ketchup.

2.4.4 Maggi : FROM 2-MINUTES TO 25 YEARS…

Ambika Sharma (2009) reviewed that the Nestle R&D Centre in Singapore is using their

technological know-how and knowledge of culinary art in India to develop an innovative

product that does not have any added preservatives and contains low levels of oil. In its

endeavour to make Maggi Tomato Ketchup affordable to many more families, Maggi also

launched Maggi Pichkoo, an easy to handle, squeezable pack of Maggi Ketchup priced at

Rs.12. Today, Maggi stands generic to its category. With continuous innovation and

renovation of its product portfolio based on strong consumer insights, Maggi has become an

integral part of millions of Indians.

2.4.5 Is tomato ketchup is bad ?

According to Oprystar on 30th Jan , 2007, tomato ketchup is good . It has cancer fighting

elements called lycopene. This can also help fight against heart disease. The Cancer Research

Foundation of America has found that cooked tomatoes, like those used to make ketchup, has

as much as five times the amount of lycopene as fresh tomatoes.

Lycopene is a natural antioxidant that protects the heart by preventing the oxidation of LDL

cholesterol (bad) in your arteries. Lycopene does not lessen the amount of cholesterol, but

keeps it from causing damage.

From the above reviews it can be said that marketing mix strategies of the brands affect the

consumer buying behaviour. The various reviews have been given by the authors and

researchers which act as base for this project.

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CHAPTER 3. RESEARCH METHODOLOGY

Sr. No Research Methodology

1. Research Design Exploratory

2. Research tool Interview Schedule

3. Sample size 130 respondents ( 10 retailers + 120 customers)

4. Sampling Method Convenience random sampling method

5. Data collected from areas In Ludhiana ( Model Town, Sarabha Nagar and Malhar Road)

6. Final data analysis tools M.S Excel and MS Word

Research Design :-

Exploratory research design has been chosen for conducting this project. Exploratory

research helps in understanding the relationship between marketing mix and consumer

behaviour. It also helps in understanding the consumer behaviour for buying the

particular Brand’s tomato ketchup.

Research Tool :-

Interview schedule method has been used for retailers as well as customers. For this a

structured questionnaire has been prepared both for retailer and customers. For retailers

interview schedule is prepared keeping in mind the marketing mix concept and

environmental factors where as for customer’s interview schedule is prepared keeping in

mind consumer decision making has been the base.

Sample Size :-

Sample comprise of 130 respondents 1. Retailers :- 10 2. Customers :- 120

Sampling Method : -

Convenience random sampling method is used for selecting the sample. With the help of

convenience random sampling the respondents are randomly selected by the researcher

from the areas which are convenient for researcher.

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Data Collection Plan :-

Data Gathering :-

This study involves data collection (primary research) from different areas of

Ludhiana i.e. Model Town, Sarabha Nagar and Malhar Road.

Pre-testing :- The pre-testing of the research tool has been conducted before the final data collection

to know reliability and validity of the research tool. For pre-testing, 1/10th of the non-

sampled respondents have been taken as sample.

Final data collection and analysis:-

Data have been analysed by using the appropriate statistical tools and techniques. The

data was coded and analysed with the MS excel application and also it were tabulated

and graphically presented with the help of MS word application.

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Chapter 4. Results and Discussions

The chapter deals with the results pertaining to the data collected from 10 retailers and 120

customers. The data collected from the retailers was related to marketing mix. However the

data related to consumer buying behaviours was collected from 120 customers who

consumed three selected brands (Maggi, Kissan and Cremica ) of tomato ketchup. The data

so collected have been discussed under following heads : -

4.1 Data related to marketing mix.

4.2 Data related to consumer buying behaviour

4.1 Data related to marketing mix :-

The data related to 4 P’s of marketing was collected from 10 retailers from Model Town ,

Sarabha Nagar and Malhar Road areas of Ludhiana city. It has been presented in

following tables :-

Table 4.1.1 Distribution of respondents on the bases of most demanded tomato ketchup

brand by the consumers (N-10)

Brands Frequency PercentageMaggi 3 30Kissan 5 50Cremica 2 20Total 10 100

Figure : 4.1.1 :- Distribution of respondents on the bases of most demanded tomato ketchup brand by the consumers

The data related to the most demanded tomato ketchup brand by the consumer has been presented in the table 4.1.1. It is clear from the data that majority of respondents i.e. fifty

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percent said that Kissan the most demanded tomato ketchup. Whereas thirty percent of them said that Maggi tomato ketchup was preferred by the consumers. However only 20 % of them said that Cremica brand was demanded by the consumers. Hence, the most selling brand among the three was Kissan, as its taste is mostly like by the consumer due to its hidden quantity of the tomato puree in the ingredients which is not disclosed by Kissan as it is written by Maggi (34%) and cremica (34.5%). That is the reason which makes the ketchup of Kissan richer in red color and thicker in its quality.

Table 4.1.2 Distribution of respondents according to the level of competition faced by the three selected brands of tomato ketchup

(N-10)

Type of competition Frequency Percentage Total

Intense 2 20 2 (20)

Moderate 8 80 8(80)

No-Competition - -- -

* Intense competition means that there is neck to neck competition among the brands i.e. tough competition.

** Moderate competition means that brands are competing but the competition is not tough. There is competition among them but up to certain level keeping in mind their brand image.

The data related to the level of competition among the three brands have been described in

the table 4.1.2. It can be seen from the table that majority of respondents (80%) said that there

is moderate competition among the three tomato ketchup brand (Maggi tomato ketchup,

Kissan tomato ketchup and Cremica tomato ketchup). Whereas only twenty percent of

respondents said that there is intense competition among the brands. It can be said that each

tomato ketchup brand have its own brand image in the market. As Maggi tomato ketchup has

positioned its ketchup as taste enhancer, giving the food aroma and healthy product where

Kissan positioned it’s tomato ketchup as ketchup which can be consumed with any snacks

like fast food snacks like pizza, burger or Indian snack like samosa or pakoda. They

positioned Kissan tomato ketchup a “Great accompaniment”. Cremica has positioned its

brand as something for everyone. It is not directly competing with other two tomato ketchup

brands.

20 | P a g e

Table 4.1.3 Distribution of respondents on the bases of particular size of tomato ketchup packing preferred by consumers

(N-10)**

Size of Tomato ketchup

Frequency Percentage Total

Sachet 7 70 7(70)

Pichkoo - -- -

200 G - -- -

600 G - -- -

1 Kg 10 100 10 (100)

** Multiple Responses

The above table depicted information related to maximum sale of particular size of tomato

ketchup. All the respondents said that 1 kg bottle of tomato ketchup has been sold by them

and seventy percent of respondents said that sachet have been sold by them along with 1 Kg

bottle of ketchup. The 1 Kg bottle is mostly bought by the family sector. The data collected is

also including 78 females out of which 50 are housewives which usually buy products for

their family. They mostly buy in bulk quantity that is the main reason for the sale of 1 Kg

tomato ketchup bottle the most even in the presence of smaller sized bottle like Pichkoo of

Maggi ketchup and Sachet of Cremica.

21 | P a g e

Table 4.1.4. Distribution of the respondents according to the brands preferred by their customers on the bases of taste and its attractive packing

(N-10)

Factors Maggi Kissan Cremica Total

Taste 5 (50) 5 (50) 0 10

Attractive packing

7 (70) 2 (20) 1 (10) 10

Total 12 (120) 7 (70) 1 (10)

* Figures in parentheses are percentage

Figure :- 4.1.4 :- Distribution of the respondents according to the brand’s attractive packing

The data related to the information about the taste and attractive packaging of the brand has

been depicted in table no.4.1.4. It can be seen that both Maggi and Kissan tomato ketchup

have good taste (50%) according to respondents. So it can be said that both Maggi and Kissan

tomato ketchup have better taste then Cremica tomato ketchup.

In case of attractive packaging , it is clear that majority of respondents (70%) say that

packaging of Maggi Tomato ketchup attracts customer as compare to Kissan and Cremica

tomato ketchup having just twenty percent and ten percent response. Hence, it is cleared that

Maggi is concentrating more on the quality and packaging of product where as Kissan is

concentrating more of the quality i.e. taste of its product as compared to the packaging.

22 | P a g e

Table 4.1.5 Distribution of respondents on the bases of channel of distribution followed by brands

(N-10)**

Level of Distribution

Maggi Kissan Cremica Total

2nd Level (M-W-R-C)

6 (60) 5 (50) 3 (30) 14 (140)

Multi Level (M-W-D-R-C)

3 (30) 4 (40) 3 (30) 10(100)

Total 9 (90) 9(90) 6 (60)

* figures in parentheses are percentage

** Multiple Responses

*** 2nd level means the Brand is following the distribution channel in which they send their product to the wholesellers, from wholeseller the product goes to retailers then to the final consumer.

**** multi level means the Brand is following the distribution channel in which they send their product to the wholesalers, from wholeseller the product goes to distributors , from distributors the product goes to retailers then to the final consumer.

Figure 4.1.5 (1) Figure 4.1.5 (2) Distribution of respondents on the bases Distribution of respondents on the bases of multi of 2nd level of channel of distribution followed by brands level of channel of distribution followed by brands

The information about the channel of distribution followed by brands has been depicted in table 4.1.5. It is clear from the table that majority of respondents (60%) says that Maggi’s distribution channel is 2nd level ( manufacturer –wholeseller- retailer-customers) and thirty percent of respondents said that multilevel (Manufacturer- wholeseller- distributer-retailer- customers ) is followed by the Maggi Brand. In case of Kissan tomato ketchup, fifty percent of respondents say that 2nd level is followed and forty percent said that multi level channel is

23 | P a g e

followed. Hence, it clear that Maggi is using all the distribution mix for the channel of distribution.

4.2 Data related to the consumer buying behaviour :-

The data related to consumer buying behaviour was collected from 120 customers who

consume three selected brands from Model Town, Sarabha Nagar and Malhar Road areas of

Ludhiana city. It has been presented in following tables :-

Table 4.2.1 Distribution of respondents on the bases of age and gender of the respondents using the particular brand in Ludhiana city

(N = 120)

* Figures in parenthesis are percentage

The data related to the background information of the respondent have been presented in the

table no 4.2.1. It is clear from the data that majority of respondent (28.3%) who prefer Maggi

Tomato Ketchup belong to the age group of 15-25 years followed by fifteen point eight

percent of respondents belongs to the age group of 25-35 years while only four point two

percent of respondents belong to the age group of 35-45 and only zero point eight three

percent of respondents belong to the age group of 45-above.

In case of Kissan tomato ketchup, Majority of respondent (25.8%) who prefer Kissan Tomato

Ketchup belong to the age group of 15-25 years followed by ten point eight percent of

respondents belongs to the age group of 25-35 years while only six point seven percent of

respondents belong to the age group of 35-45. Whereas in case of Cremica only five point

24 | P a g e

Brands Age

Maggi Kissan Cremica Total

15-25 34(28.3)

31(25.8)

7(5.8)

72(60)

25-35 19(15.8)

13(10.8)

2(1.67)

34(28.4)

35-45 5(4.2)

8(6.67)

- 13(10.8)

45- above 1(0.8)

- - 1(0.8)

Total 59(49.2) 52(43.3) 9(7.5) 120

Gender Maggi Kissan Cremica Total

Male 22(18.4) 19(15.8) 1(0.8) 42Female 37(30.8) 33(27.5) 8 (6.7) 78

Total 59(49.2) 52(43.3) 9(7.5) 120

eight respondents are there who prefer Cremica Tomato Ketchup belong to the age group of

15-25 years followed by one point seven seven percent of respondents belongs to the age

group of 25-35 years. It is clear from the table that majority of respondents (28.3%) buy

Maggi Brand in tomato ketchup in the age group of 15-25. Hence, it is clear that Maggi brand

has good brand association among the age group of 15-25 of customers.

Data related to the gender of the respondents show that thirty point eight percent of females

prefer to buy Maggi tomato ketchup and 18.4 % of males like to buy tomato ketchup. In case

of Kissan tomato ketchup , 27.5 % of females buy it and 15.8 % of males like to buy Kissan

tomato ketchup. However , only six point seven percent females like to buy Cremica ketchup

and merely o.8 % males like to buy Cremica brand among tomato ketchup. From the above

findings it seems that tomato ketchup is mostly buy by females as compare to males. It can be

concluded that Maggi brand is able to positioned it’s ketchup among the females and between

the 15-25 age of customers.

25 | P a g e

Table 4.1.2. Distribution of respondents on the bases of usage of a particular brand of tomato ketchup

(N-120)**

Frequency of use

Maggi Kissan Cremica

Always 52(43.4)

46(38.4)

9(7.5)

Sometimes 58(47.5)

59(49.2)

43(35.8)

Never 5(4.1)

4(3.4)

55(45.8)

Total 115 (95)

109 (91)

107 (89.1)

* Figures in parentheses are percentage** Multiple Responses

Figure 4.2.2 :- Distribution of respondents on the bases of usage of a particular brand of tomato ketchup

The above data is related to the information about the frequency of usage of a particular brand

of tomato ketchup by the respondents. It is clear from the table 4.2.2 that 43.4 % of

respondents always use Maggi brand of the tomato ketchup. Whereas in case of Kissan

tomato ketchup thirty eight point four percent of respondents used Kissan brand. however

only seven point five percent of respondent always use Cremica as their tomato ketchup.

Majority of respondents (49.2 %) sometimes use Kissan tomato ketchup. As compare to

Maggi tomato ketchup ( 47.5%) and thirty five point eight percent respondent sometime use

Cremica tomato ketchup. Majority of respondents (45.8%) never use Cremica tomato

26 | P a g e

ketchup. Only 3.3 % had never used Kissan tomato ketchup and 4.1% of respondents had

never used Maggi tomato ketchup. It is clear from the table that majority of respondents

never used Cremica tomato ketchup as to other two tomato ketchup brands. This explains that

Brand image of Maggi and Kissan is stronger than Cremica tomato ketchup. The reason is

that Cremica tomato ketchup is only in Punjab region and they are not dealing with customer

directly as Maggi and Kissan brands are doing. Whereas, Maggi brand’s customers are brand

loyal as they always use Maggi tomato ketchup and sometime use Maggi in alteration to

Kissan tomato ketchup.

Table 4.2.3. Distribution of the respondents on the bases of type of store preferred by them

(N-120)**

Store Maggi Kissan CremicaConvenience store

16(13.4)

13(10.8)

2(1.6)

Departmental store

39(32.5)

39(32.5)

6(5)

Whole seller 5(4.1)

4(3.4)

2(1.6)

Total 60 50 10 * Figures in parenthesis are percentage.** Multiple responses

The information related to the type of store preferred by respondents has been presented in

table 4.2.3.It is clear from the table that majority of respondents purchase their selected brand

from departmental store ( Maggi- 32.5%, Kissan-32.5% and Cremica-5%). While in case of

convenience store , 13.3 % of respondents buy Maggi tomato ketchup , then point eight

percent of respondents buy Kissan tomato ketchup from convenience store (nearby store) as

only 1.6 % of respondents buy from convience store. However, 4.1 % of Maggi’s respondents

buy from whole sellers and 3 % of Kissan’s and 1.6 % in case of Cremica , they buy from

whole sellers. The table highlight the impact of organised retail on unorganised stores. Thus

it is cleared from the table that organised retail stores dominate around 32.5 % both Maggi

and Kissan tomato ketchup respondents make purchase of tomato ketchup from departmental

store.

27 | P a g e

Table 4.2.4 Distribution of respondents according to the purchase decision on the non-availability of their preferred brand

(N-120)**

Purchase Decision Maggi Kissan CremicaPostpone your purchase 19 (15.8) 19 (15.8) 4 (3.4)Switch over to other brand 30 (25) 22 (18.4) 1 (0.8)Go to the other shop to search for your preferred brand

11 (9.2) 11 (9.2) 4 (3.4)

Total 60 (50) 52 (43.4) 9 (7.6)

* Figures in parenthesis are percentage. ** Multiple responses

The data related to the purchase decision of the respondents in case of non-availability of the

brand have been depicted in the table 4.2.4. From the above table it clear that both in case of

Maggi and Kissan buyer (15.8% each) postpone their purchase if their preferred brand of

tomato ketchup is not available. However, only three point four percent of Cremica buyer

postpone their purchase if their brand is not available. In case if the preferred brand is not

available 25 % of respondent are those who switch to other brand if Maggi tomato ketchup

not available in the market and in case of Kissan Tomato ketchup eighteen point three percent

respondent switch to other brand. Nine point two percent of respondents go to other shop to

search for Maggi tomato ketchup. Whereas in case Cremica tomato ketchup, buyers of

Cremica brand (4.4 %) search for Cremica tomato ketchup in other shop if it is not available

in particular store. As taste and quality are the two main attributes which attracts consume to

buy particular tomato ketchup brand. So in case of one brand of ketchup is not available they

will go for other brands ketchup. And if that is also not there in the shop they will go to other

shop or they will postpone their purchase. Hence, it is cleared that majority of customer

switch to other brand of tomato ketchup if their preferred brand is not available.

28 | P a g e

Table 4.2.5 Distribution of respondents on bases of factors and offers provided by the brands and their source of information

(N-120)**

Factors Maggi Kissan Cremica Total

Quality 38 (31.7) 29 (24.16) 5 (4.17) 82Price - 1 (0.83) 1 (0.83) 2Brand Image 3 (2.5) 3 (2.5) 1 (0.83) 7Offer 2 (1.67) 4 (3.33) 1 (0.83) 7Ingredients 9 (7.5) 15 (12.5) 1 (0.83) 25Taste 47 (39.2) 36 (30) 4 (3.33) 87Offers provided by brands Maggi Kissan Cremica

Discount 17 (14.2) 10 (8.33) 4 (3.33) 31

Buy one get one 10 (8.33) 17 (14.16) - 27Combo pack 7 (5.83) 7 (5.83) 4(3.33) 18Free gift 24 (20) 18 (15) 1 (0.83) 43Extra quantity 29 (24.16) 26 (21.67) 2 (1.67) 57Sources of information Maggi Kissan Cremica Newspaper 9 (7.5) 4 (3.33) 1 (0.8) 14T.V ads 38(31.6) 36 (30) 6 (5) 80Word of mouth 27(22.5) 35(29.2) 3(2.5) 65Hoarding - 1(0.8) 1(0.8) 2

* Figures in parenthesis are percentage. ** Multiple responses

The information is about the offers provided by the brands and their source of information

has been depicted in the table 4.2.5. The table depict the importance of the various product

attributes like quality , taste , price , brand image, ingredient in the eyes of respondents. From

the above data it can be depicted that majority of respondents (39.2%) buy Maggi tomato

ketchup because of its taste, in case of Kissan and Cremica tomato ketchup thirty percent of

respondent buy kissan due to its taste and merely three point three percent of Cremica

respondent buy due to its taste. Thirty one point six percent buy Maggi tomato ketchup 29 | P a g e

because of its quality whereas in case of Kissan Tomato Ketchup 24.2% of respondents buy

Kissan due to its quality and four point two percent of Cremica’s respondent like the its

quality. In case of ingredient as a factor for buying tomato ketchup, seven point five percent

of respondent look for ingredient while buying maggi tomato ketchup, 12.5 % of Kissan

respondents look for ingredient for before buying ketchup. In case of Cremica only 0.8 % of

respondents look for ingredient before buying tomato ketchup. Twenty four point one percent

buy due to extra quantity provide by Maggi Tomato ketchup. In case of Kissan Tomato

Ketchup, majority of respondents (24.16%) buy Kissan due to its quality. It can be very well

observed in the table that taste undoubtedly is the most important attribute that people prefer

more over any other while selecting particular brand of tomato ketchup.

Among the offers provided by the brands, majority of respondent ( Maggi- 24.2 %, Kissan-

21.6 % ) go for extra quantity when they buy tomato ketchup. In case of free gifts offered by

the brand 20 % of maggi tomato ketchup and 15 % of kissan tomato ketchup respondents and

o.83 % of cremica’s respondents go for free gifts. Where as in case of discounts and buy one

get one offer , 14.2 % of maggi , 8.33 % of kissan and 3.4 % of cremica tomato ketchup

respondents looks for discounts offers before buying tomato ketchup. However, 8.33 % of

maggi, 14.2 % of kissan tomato ketchup respondents buy tomato ketchup having buy one get

one offer. Both in case of maggi and kissan buyers (5.8 % each ) look for combo packs

among the offers provided by the brands whereas 3.4 % of cremica’s buyer look for combo

packs. It can be figure out from the table that “extra quantity” offer is the first choice among

the customers.

From the various source of information, T.V ads are the major source of information

regarding Maggi tomato ketchup (31.6 %) among the respondent , thirty percent in case of

Kissan tomato ketchup and five percent in case of Cremica tomato ketchup. The second most

30 | P a g e

common source of information is work of mouth which is and new concept of marketing used

by brands now days. In case of kissan , 29.2 % of respondent said that they came to know

about kissan from friends or relative or from shopkeepers. As in Maggi’s buyers (22.5%)

came to know about maggi tomato ketchup from people with whom they communicate and in

2.5 % in case of cremica’s respondents. From the data it can be said that maggi has been

successful in promotion of its tomato ketchup through electronic media as it is the vast

medium of information which is the fastest and effective source of information to capture

large population .

Table 4.2.6. :- Distribution of respondents on the bases of Level of satisfaction of the respondents after using the particular brand in Ludhiana city

(N-120)**Level of

satisfactionMaggi Kissan Cremica Total

Highly satisfied

18 (15)

9 (7.5)

6 (5)

33 ( 27.5)

Satisfied 40 (33.4)

41 (34.2)

3 (2.5)

84 (70)

Dissatisfied - - - -

Highly dissatisfied

- - - -

Total 58(48.33)

50 (41.67)

9 (7.5)

** Multiple responses** * Figures in parenthesis are percentage.

Fig. :- 4.1.6

Figure :- 4.1.6

31 | P a g e

Figure :- 4.2.6 :- Distribution of respondents on the bases of Level of satisfaction after using the particular brand

The above data related to the level of satisfaction of the respondents have been presented in

the table 4.2.6. It is clear from the data that 27.5 percent of respondents were highly satisfied

from the brand of ketchup they were using. Fifteen percent of them were using the Maggi

tomato ketchup followed by consumers of kissan (7.5 %) whereas only five percent of them

were the customer of Cremica brand. However , 70 percent of respondents were satisfied

from the brand of tomato ketchup they were using in which thirty three point four percent

were using the Maggi tomato ketchup followed by kissan (34.2 %) of respondents are

satisfied after using Kissan tomato ketchup. In case of Cremica tomato ketchup, two point

five percent of respondents are satisfied after using the Cremica tomato ketchup. Hence, it

can be concluded that all most all the respondents are satisfied from their selected brand after

using them.

Major findings based on above discussed data :-

1. Maggi tomato ketchup (49.2% )is most popular brand among tomato ketchup as compare to Kissan (43.3%) and Cremica tomato ketchup (7.5%).

2. The most saleable brand is Kissan (50 %)tomato ketchup according to retailers in Ludhiana.

3. The moderate competition is faced by Maggi and Kissan(80%) .whereas Cremica being local brand doesn’t give tough competition to other two established brands of tomato ketchup.

4. The 1 kg bottle of tomato ketchup (100%) is largely demanded even in the presence of smaller size bottles.

5. According to retailers, taste of both Maggi(50%) and Kissan(50%) are equally liked by the customers. But the packaging of Maggi (70%) is more attractive than other two brands of tomato ketchup.

6. The most common channel of distribution is 2nd level ( manufacture-wholeseller-retailer-customers) which is used by Maggi(60%) and Kissan (50%) tomato ketchup.

7. Organised retail store (60%) are more popular among the customer. That is they like to buy tomato ketchup from departmental store.

32 | P a g e

8. Majority of respondent (45.8%) had never used Cremica brand as their tomato ketchup as they don’t like the taste and quality of the tomato ketchup. Majority of customer (70%) were satisfied after using their selected brand of tomato ketchup.

Chapter 5. CONCLUSION

From the above discussions it is clear that

1. Maggi tomato ketchup and Kissan tomato ketchup both are more popular then Cremica

tomato ketchup as Cremica is a local brand but still it is competing with established

brands of tomato ketchup like Maggi and Kissan.

2. Maggi Brand is preferred by customers who are between the age of 15-25, then Kissan

and Cremica. People like to buy Maggi tomato ketchup because it is easily available,

attractive offers like extra quantity, free gifts along with the purchase,

3. According to customers , Quality is the main factor on which Maggi Tomato Ketchup

emphasizes as it is Maggi’s main strength which provides Maggi an edge over its

competitors. As all the products of Maggi are produced identical which fulfills its promise

to its target market.

4. Maggi products are durable as due to its preparation these products are easy to store, have

a long shelf life and can be stored at any given temperatures which is tested and

approved. Reliability is also one of Maggi’s strength, as one can always rely on a Maggie

product for a particular taste which it guaranties that is no matter which pack you are

buying you would be provided with the same taste, aroma & seasoning.

5. It is an Indian customer’s psyche that “whatever looks good and feels good would be of

good quality” so Maggi packs had been designed keeping in mind the same concept, its

promotional schemes, color of the packages and the pictures depicted on the pack appeals

to the customers.

6. Maggi leveraged the brand equity very effectively. The product quality was good and the

communication was excellent. The brand was positioned as a "Different" sauce with the

baseline "It’s different". Brand Image is defined as young - Teenager, Ever changing,

humorous, unpredictable and "whacky". Customers were intrigued as to what is different

about the brand and was curious to try the sauce. 33 | P a g e

7. Various promotional techniques are used by Maggi Brand. Now a days, Maggi through its

new campaign making customers participating in the campaign by share jokes with the

firm, which could be used by Maggi for improving the packaging of products. Customers

can also call up to listen to jokes by Maggi ketchup brand ambassador Javed Jaffrey .The

promotional technique used by Maggi Brand is unique then other tomato ketchup Brands

i.e. Kissan and Cremica.

8. The main strength of Maggi is its marketing techniques i.e. advertisements. It is also

adopting a more interactive approach with customers through its new campaign, Hassi

Khushi and Maggi Sauce. Maggi is change its brand positioning as a unique brand and

having different taste then other available tomato ketchup brands.

9. Whereas Kissan is also like by customer because it is richer in color then other tomato

ketchup brands. According to customers, it is tasty and thicker the other tomato ketchup

brands like Maggi and Cremica.

10. The marketing techniques of Kissan tomato ketchup are not as good as that of Maggi

tomato ketchup.

11. Kissan has positioned tomato ketchup as a sauce which can be consumed with any type of

snacks like bread, dosa, pizza & pakoda etc. Kissan has concentrated in the product and

less on the promotion of its tomato ketchup. They don’t get involved in campaigning of

their product as it is been done by Maggi tomato ketchup.

12. No particular celebrity endorsement is used by the Mrs. Bector for cremica tomato

ketchup. They promote their ketchup through hoardings, wall paintings and from various

fast food corners like McDonald's, Pizza Hut, Indian Railways, Jet Airways, Kellogg's,

Subway and to the Indian Army's Canteen Stores Department. The company has a retail

presence largely in the Northern market.

13. According to the consumer, the taste of Cremica tomato ketchup is sweet taste which is

not liked by customers. Even Cremica is not directly dealing with its customers as Maggi

and Kissan are doing.

Thus , it can be said in the end that Maggi is the most popular Tomato Ketchup in the market

in Ludhiana followed by Kissan and then Cremica.

34 | P a g e

Suggestions

Suggestion for Maggi :-

1. Company should advertise its tomato ketchup by depicting attributes related to nutrition

value, percentage of vitamins, proteins etc. This would help customers perceiving it as a

healthy product. According to the survey conducted by “The Cancer Research Foundation

of America”, tomato ketchup is good for health. It has cancer fighting elements called

lycopene. This can also help fight against heart disease.

2. According to the data collected it is recorded that the level of discounts offered is low.

Hence company should try to provide more discounts on the product. ‘Buy One Get One

Free’ is the most preferred promotional offer.

Suggestions for Kissan :-

Taking the tagline "Aao banaye pakode behtar" translated to " Making Pakode taste better".

In these series of ads, the brand plays a second fiddle to the main snack. But they should

launch new advertisement campaign (TV, radio, print media commercials) with a brand

ambassador or mascot. The ads of Kissan tomato ketchup is not like by customers because

now a days only squeezo ads are coming (one kid holding the bottle of kissan tomato ketchup

and ordering it to pore the ketchup on his command ) which doesn’t attracts the customers .

Mascot is an effective way to endorse a product as Maggi tomato ketchup is promoting

ketchup by taking Javed Jafferi its brand ambassador.

Suggestions for Cremica :-

1. Company should improve the taste of the tomato ketchup as most of the consumers didn’t

like the taste of the cremica tomato ketchup as it is sugary which is due to liquid glucose

which is not present in the ingredients of Maggi and Kissan tomato ketchup.

2. The distribution channel of cremica tomato ketchup is mostly covering northern region

only in India. They must promote their product to the other regions of India by advertising

through electronic media (Like they are doing with the Mrs. Bactor’s biscuits). They must

directly contact its customer. No doubt Cremica tomato ketchup is doing good business with

35 | P a g e

international chains like Mc. Donald’s, Pizza Hut , Jet Airways etc. But they must make a

direct link with its customers as Maggi and Kissan are doing.

Bibliography

Site Source :- Pg no.

Anonymous (2009), Http://www.absoluteastronomy.com/topics/Maggi 9

Asian News International ( 2009)

http://www.thefreelibrary.com/The+Cremica+group+making+waves+in+food+service+in

dustry.(Company...-a0199265103

10

Trivedi Harshit (2008) food. Http://sawaal.ibibo.com/groceries/which-top-10-ketchup-brands- india-776538.html

13

Ankgol (2007) Kissan tomato ketchup. Http://www.reviewstream.com/reviews/?P=85640 14

Kapoor Karan ( 2009).The Cremica group making waves in food service industry. Http://buzz7.com/world/the-cremica-group-making-waves-in-food-service-industry.html

15

Press Trust of India(Apr 29, 2010).Maggi ketchup completes 25 years in India & is still making a difference. Http://www.financialexpress.com/news/Maggi-ketchup-completes-25-years-in-India-amp-is-still-making-a-difference/612612/

16

Sharma Ambika (2009). India's 100 most valuable brands-2009 . Http://www.4psbusinessandmarketing.com

17

Saunders, M., Lewis, P., And Thornhill, A., (2007) Research For Business Students, Harlow: Pearson Education Limited (4th Ed.).

13

Shiffman, L. & Kanuk, L., (2005) Consumer Behaviour, Person Education Limited (8th Ed.)

13

Oprystar (30th Jan , 2007) is tomato ketchup are bad ? http://blogs.rediff.com/holistichealth/2008/03/

16

Nestle Agency (2006), Maggi – its different http://www.oppapers.com/essays/Marketing-Plan-For-Maggie/208231

7

Term papers (2008), Marketing Plan For Maggie, http://www.4psbusinessandmarketing.com/10092009/storyd.asp?sid=3077&pageno=1

8

Anonymous , marketing mix, www.wikepedia.org 4

Anonymous ,consumer behaviour, www.wikepedia.org 5

A Correspondent, Mumbai (2005), HLL plans relaunch of its food brands , 9

36 | P a g e

http://www.fnbnews.com/article/

Cremica , http://www.ludhianadistrict.com/cremica 10

Annexure (For Customer)

THE INTERVIEW SCHEDULE

“Comparative study of 4 P’s of marketing and consumer buying behavior of a product (Tomato Ketchup) and its 3 brands (Maggi, Kissan and Cremica) in Ludhiana city.”

1. Name:…… …………………………………………………………………………..

2. Occupation: ………………………………………………………………………….

3. Location: …………………………………………………………………………….

4. Age:

a. 15-25 b. 25-35 c. 35-45 d. 45 and above

5. Sex :

a. Male b. Female

6. Which brand of ketchup do you prefer?

a. Maggi b. Kissan c. Cremica

7. Do you use the particular Tomato Ketchup?

Maggi Kissan Cremica

a. Always ………. ……… ………..

b. Sometime ………. ……… ………..

c. Never ………. ……… ……….

8. If no, then what is the reason of not using the remaining brand :

a. Lack of awareness

b. Lack of availability

c. You find it expensive

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d. You don’t like the product Quality

e. Any Other ( Pls Specify) ………………………………………………………………….

9. From where do you usually purchase selected brand ?

a. Convenience store b. Departmental store c. Whole seller d. Any other (please specify) ……………………….

10. If your preferred brand is not available for repeat purchase then what will you do?

a. Postpone your purchase b. Switch over to other brand

c. Go to the other shop to search for your preferred brand

11. What factor of these products affects your buying decision?

a. Quality b. Price c. Brand Image d. Offers e. Ingredients f. Taste

12. What is the source of information about these brands: a. Newspaper ads b. Radio c. T.V. ads d. Word of mouth e. Hoardings f. Any other ……………………………………………….

13. Do you remember any of the T.V. advertisement of the brand ?

a.Yes b. No

14. Does celebrity endorsement prompt you to purchase the particular ketchup?

a.Yes b. No15. Which offers influence you the most to purchase the particular brands ?

a. Discounts offer b. Buy one get one c. Combo packs d. Free Gifts

e. Extra quantity offer f. Any Other ……………………………………………………

16. What is the level of satisfaction you get after using the brand?

a. Highly satisfied b. Satisfied c. Dissatisfied

d. Highly dissatisfied e. Can’t say

17. Any suggestions for the brand …………………………………………………………………………………………………………………………………………………………………………………………………….38 | P a g e

RETAILER’S INTERVIEW SCHEDULE

1. Name of the shop :- …………………………………..………2. Address: - ………………………………………….3. Type of store :-

a. Karyana b. Departmental 4. Do you give importance to brand name while merchandising tomato ketchup?

a. Yes b. No 5. In your opinion which brand of tomato ketchup is the most demanded or popular ?

a. Maggi b. Kissan c. Cremica Any other Please specify ………………………………………

6. Which brand has more customers?a. Maggi b. Kissan c. Cremica

7. How many brands are available in the market ? ……………………………………………………………………………………8. How would you describe the competition among these 3 brands?

a. Moderate b. Intense c. no competition

9. What are the substitutes available in the market? ………………………………………………………………………………………… ………………………………………………………………………………………….10. Type of intermediaries?……………………………………………………………………………………………………………………………………………………………………………………………………11. Where does this product sell the most?

a. Villages b. towns c. cities d. can’t say

12. What is the size of Tomato Ketchup you usually sell ?

a. Sachet b. Pichkoo Pack c. 200 g d. 600 g e. 1kg Any other please specify………………………………………………….13. Do brand give any kind of additional services to the retailers ? a. Yes b. No 14. If yes then what are those additional services ? a. Commission on particular quantity sale b. Brand Banners/ hoardings c. Decoration material d. Any Other …………………………………………………….. 15. In your opinion which brand’s Tomato ketchup has a better taste?

a. Maggi b. Kissan c. Cremica Any other please specify ……………………………………

16. Which of the following class of customer consumer the product? a. High class b. Middle Class c. low class d. all three

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17. Who is the final consumer of the product? a. Children b. youngsters’ c. middle age people d. old age people e. all of them 18. What do you think the packaging of which brand attracts customers? a. Maggi b. Kissan c. Cremica d. can’t say 19. What type of channel of distribution is followed by the brand ? Maggi Kissan Cremica

a. 1st level ………. ………. ……….. ( M-W-C)

b. 2nd level ..……... ………. ………..(M-W-R-C)

c. Multi level ….…… ………. ………. (M-W-D-R-C)20. What do you think about the brand image of Maggi Kissan Cremica a. Excellent …….. ……… ……….b. Good …….. ……… ………. c. Average …….. ……… .………d. Poor …….. ……… ……….e. Can’t Say …….. ……… ……….

21. Any further suggestions to the brands for enhancing their business in terms of Product, Price, Place or Promotion :

……………………………………………..…………………………………………………..…………………………………………………………………………………………………

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