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6/7/2016 1

www.themarketingbug.net

CAMPAIGN EFFECTIVENESS OF

MURUGAPPA GROUP AND LION DATES

R.Jeya Sri

6/7/2016 2


INTRODUCTION

Murugappa group and Lion dates are the renowned clients of Interface Communication, Chennai

Interface communication handles the 360 degree integrated marketing communication campaigns of Murugappa and Lion dates all over India. The campaign for Murugappa Group ended in 4th week of October 2014 and campaign for Lion dates is going on currently.

Finding the effectiveness of the campaigns and the additional inputs for the future campaigns were assigned to the researcher.

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PROBLEM STATEMENT

Murugappa group:

Murugappa Group owns a lot of well know brands like TI Cycles, Coromandel Fertilizers, Parry, CUMI etc. They wanted to strengthen their corporate brand ‘Murugappa’ which is the mother brand of the sub-brands.

This study aims at identifying the post-campaign awareness level and knowledge about Murugappa group among its target group in Chennai, Tuticorin and Virudhunagar.

6/7/2016 4


PROBLEM STATEMENT

Lion Dates:

Lion dates is a widely known company which is expanding its product line in nutritional food category. Since it’s the introductory stage for the new products, promoting them for consumers and retailers awareness becomes mandatory for facilitating the product movement in market.

This study aims at identifying the awareness level of the Lion’s product range, retailers opinion and the consumers opinion regarding health and nutrition in Chennai, Tuticorin and Virudhunagar.

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Consumers, Business Partners, Students and Professionals in Chennai , Tuticorin and Virudhunagar falling within SEC A1, A2 and age limit within 55 were considered.

SCOPE – Murugappa Group

Target group Tier I Tier II Tier III Total

Consumers 38 12 23 73

Business Partners 19 26 15 60

Students 15 21 17 53

Professionals 15 9 15 39

Total 87 68 70 225

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Consumers (Mothers – purchase decision makers) in Chennai, Tuticorin and Virudhunagar falling within SEC A1, A2, B1, B2 and age limit within 55 were considered.

Retailers in Chennai , Tuticorin and Virudhunagar were considered.

SCOPE – Lion Dates

Target group Tier I Tier II Tier III Total

Retailers 83 78 64 225

Consumers 62 58 62 182

Total 145 136 128 407

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RESEARCH METHODOLOGY

SAMPLING TYPE Convenience sampling within Area sampling

SAMPLING LOCATION

Chennai, Tuticorin, Virudhunagar

DATA COLLECTION METHODS

Direct Interview Casual Conversation

DATA ANALYSIS TOOLS

Chi-square test Weighted average Frequency analysis (Single and multiple responses) Correlation Mean Rank Kruskal Wallis Test Cluster Analysis Cross Tabulation

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DEMOGRAPHY

78%

22%

Male

Female

Gender split-up Tier wise split-up

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DEMOGRAPHY Age wise split up

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DEMOGRAPHY

0%

5%

10%

15%

20%

25%

30%

35%

Consumers Students Business

Partners

Professionals

32%

25% 25%

17%

Target Group split-up

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OBJECTIVES

1. To analyze post-ad corporate brand awareness of

Murugappa group and its companies among the stake

holders.

2. To analyze the effective Television Commercials reach

among the stake holders.

3. To analyze the stakeholders knowledge about

Murugappa Group.

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OBJECTIVE 1

(Reg. post-ad corporate

brand awareness )

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FINDINGS • 91% of the stakeholders are aware of Murugappa Group.

Among which 4% is TOM, 9% is Spontaneous and 78% is aided recall. (Freq. Analysis)

• City wise awareness of Murugappa Group (Freq. Analysis)

City Not Aware Aware

Chennai 3.1% 35.6%

Tuticorin 0.4% 29.8%

Virudhunagar 5.3% 25.8%

Total 8.8% 91.2%

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FINDINGS • TOM Awareness of brands under Murugappa (Freq. Analysis)

4%

0%

12%

6%

10%

2%

0%

10%

0% 20% 40% 60% 80% 100%

Chola / Cholamandalam

Chola MS

Coromandel

CUMI

Parry

Parry Agro

TI

TI Cycles

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FINDINGS • Spontaneous Awareness of brands under Murugappa

(Freq. Analysis)

5%

4%

12%

9%

25%

16%

10%

21%

0% 20% 40% 60% 80% 100%


Chola MS

Coromandel

CUMI

Parry

Parry Agro

TI

TI Cycles

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FINDINGS • Aided Awareness of brands under Murugappa (Freq. Analysis)

51%

20%

34%

15%

40%

23%

20%

57%

0% 20% 40% 60% 80% 100%


Chola MS

Coromandel

CUMI

Parry

Parry Agro

TI

TI Cycles

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FINDINGS • General source of awareness (Freq. Analysis)

• 60% of the stakeholders were able to recall the corporate logo of Murugappa Group. (Freq. Analysis)

• There is no relationship between the awareness of Murugappa group and the familiarity of their logo (Correlation)

26%

17%

28%

18%

3%

0% 5% 10% 15% 20% 25% 30%

Family

Workplace

Ads

Internet

News/Events

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FINDINGS • Awareness of brands under Murugappa varies with target group. (chi-square)

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Category Avg. no of sub-brands known

Consumers 4

Students 4

Business Partners 5

Professionals 3


FINDINGS • Age and gender are found to be independent of the

awareness of Murugappa Group. (chi-square)

• Awareness about sub-brands of Murugappa varies with the age of the stakeholders. (chi-square)

Age Average no. of sub-brands known

Below 25 4

25 to 35 3

35 to 45 4

45 to 55 6

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OBJECTIVE 2

(Reg. Television Commercials reach )

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FINDINGS • 44% of the respondents remember Murugappa advertisements. (Freq. Analysis)

10%

6%

14%

21%

9% 11%

0%

5%

10%

15%

20%

25%

Tier I Tier II Tier II

Ads

Song

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OBJECTIVE 3

(Reg. stakeholders knowledge )

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FINDINGS • Appx. 62% of the target group were aware of the name

Murugappa but they don’t know the exact business that they do.( Majority – Consumers, Students)

• Appx. 21% of the target group recalled Murugappa as a very old South Indian conglomerate that has its base in Chennai. (Majority – Consumers, Students)

• Appx. 14% of the target group know atleast 2 brands under Murugappa. (Majority – Busin. Part., Professionals)

• Appx. 3% of the target group know the entire business of Murugappa. (Majority – Business Partners) (Freq. Analysis)

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FINDINGS • Stakeholders associated Murugappa with

• Quality (60%) • Diversity (22%) • Trust (8%) • Pride (3%) • Expertise (7%) (Freq. Analysis)

Category Reliability Belongingness

Consumers 3.49 3.11

Students 3.63 3.33

Business partners 3.52 2.88

Professionals 3.49 3.10

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(Weighted Mean)


FINDINGS • Consumers (Weighted Mean)

• Students (Weighted Mean)

Would like to do internship Would like take job offer from

Murugappa

3.33 3.91

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Would like to try Murugappa

products in future

Would recommend the

products of Murugappa

3.23 3.27


FINDINGS • Business Partners (Weighted Mean)

• Professionals (Weighted Mean)

Murugappa constantly upgrades

technology and services

Would recommend dealership

of Murugappa

2.96 2.38

Being an employee of

Murugappa gives pride

Would like to take job offer

from Murugappa

2.87 2.82

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SUGGESTIONS MURUGAPPA GROUP

• The reach strategy for Murugappa advertisements should be replaced by frequency strategy until there is considerable awareness among the target group.

• Social media campaigns can be used for promotions.

• Presence of Corporate logo in sponsorships instead of

individual brand logos.

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DEMOGRAPHY - Retailers

Tier wise split-up

Category wise split-up

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DEMOGRAPHY - Consumers

A1 - 28%

A2 - 39%

B1 - 19%

B2 - 14%

5%

26%

60%

9%

0%

10%

20%

30%

40%

50%

60%

70%

Below25

25-35 35-45 45-55

SEC wise split-up Age wise split-up

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OBJECTIVES

4. To analyze the awareness of Lion’s range of products among the consumers and retailers.

5. To analyze the opinion of the consumers regarding

healthy lifestyle for advertisements input.

6. To analyze the opinion of the retailers regarding lion

products.

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OBJECTIVE 4

(Reg. awareness of Lion’s

range of products)

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FINDINGS Awareness – Retailers Chennai

Dates Jam Honey syrup Halwa

Dry

fruits

Fruit

squash Oats

TOM 89% 0% 5% 5% 0% 1% 0% 0%

SPONT 10% 31% 60% 77% 4% 0% 1% 14%

AIDED 5% 63% 35% 20% 31% 26% 23% 68%

Awareness – Retailers Tuticorin


Dry

fruits

Fruit

squash Oats

TOM 97% 0% 0% 3% 0% 0% 0% 0%

SPONT 0% 9% 63% 85% 1% 0% 0% 3%

AIDED 4% 65% 29% 9% 41% 13% 9% 81%

6/7/2016 36

(Freq. Analysis)


FINDINGS Awareness – Retailers Virudhunagar


Dry

fruits

Fruit

squash Oats

TOM 95% 0% 3% 2% 0% 0% 0% 0%

SPONT 3% 20% 59% 81% 3% 5% 5% 16%

AIDED 0% 59% 36% 13% 31% 9% 8% 77%

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(Freq. Analysis)


FINDINGS Consumers’ awareness regarding Lion products

99%

38%

75%

82%

10%

5%

3%

53%

70%

15%

30%

51%

1%

1%

1%

16%

Dates

Jam

Honey

Syrup

Dates halwa

Dry fruits

Fruit squash

Oats

Tried atleast once Awareness

6/7/2016 38

(Freq. Analysis)


FINDINGS • Advertisement reach – consumers

Ad 2 Ad 1

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(Freq. Analysis)

City Syrup (Ad1) Dates (Ad2)

Chennai 68% 29%

Tutircorin 64% 31%

Virudhunagar 74% 31%


FINDINGS • Brand recall

• Product recall

6/7/2016 40

(Freq. Analysis)

City Syrup Ad Dates Ad Chennai 93% 83% Tuticorin 86% 89%

Virudhunagar 93% 100%

City Syrup Ad Dates Ad Chennai 56% 100%

Tutircorin 63% 100% Virudhunagar 77% 100%


FINDINGS • Element recalled

• Message recalled

6/7/2016 41

(Qualitative. Analysis)

Syrup Ad Dates Ad

• Kids • Milk + Syrup combo • Flexing biceps • Lion

• Police women • Lock • Air lock package • Flexing biceps • Lion

Syrup Ad Dates Ad

• Milk + Syrup gives strength

• Nutrition from seeds are also added in syrup

• Dates give strength for working women

• New air lock package preserves dates for a long time


FINDINGS • Ingredients of Dates syrup (Syrup Ad2)

60%

27%

13%

0%

10%

20%

30%

40%

50%

60%

70%

Date fruit Dates & Seed Dates essence

6/7/2016 42

(Freq. Analysis)


OBJECTIVE 5

(Reg. opinion of the consumers

regarding healthy lifestyle )

6/7/2016 43


FINDINGS • Opinion about being healthy among various age groups

(Mean Rank)

6/7/2016 44

Opinion\ Age Below 25 25-35 35-45 45-55 Overall

Having energy

and stamina 2 1 1 2 1

Being slim and fit 1 2 3 4 3

Lesser visits to

doctor 3 3 2 1 2

Mental peace and

happiness 4 4 5 3 4

Having longer life

time 5 5 4 5 5


FINDINGS • 62% of the consumers recently changed their lifestyle

12%

25%

15%

9%

39%

0% 10% 20% 30% 40% 50%

Physical activity

Yoga

Low calorie food

Nutrition supplement

None

6/7/2016 45

(Freq. Analysis)


FINDINGS

• Health concerns faced (Freq. Analysis)

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Health concerns

Age

Total Below 25 years

25-35 years

35-45 years

45-55 years

None 1.6% 6.6% 15.9% 3.8% 28.0%

Anemia 0.0% 4.9% 8.2% 1.1% 14.3%

Irregular Periods 1.1% 2.2% 4.4% 0.0% 7.7%

Hair Loss 1.6% 2.2% 7.7% 0.5% 12.1%

Skin Related 0.0% 7.1% 13.2% 1.1% 21.4%

Weight Related 0.5% 2.2% 8.2% 1.6% 12.6%

Diabetes 0.0% 0.5% 0.0% 0.5% 1.1%

Weak Bones 0.0% 0.0% 0.5% 0.5% 1.1%

Headache 0.0% 0.0% 1.1% 0.0% 1.1%

Vision Problem 0.0% 0.0% 0.5% 0.0% 0.5%


FINDINGS

• Major concern over children’s health – Height / Weight

(46%) and Lack of nutrition (31%) (Freq. Analysis)

• Mothers ensure children’s nutritious intake by monitoring the frequency of their health issues.

(Freq. Analysis)

• 37% of consumers buy dates regularly among which 56%

belongs to age category 35 to 45 years. 31% consumers buy once in a while. (Freq. Analysis).

• 47% of consumers associated Lion brand with fresh and

good quality followed by trustworthy(23%). (Freq. Analysis)

6/7/2016 47


FINDINGS • Challenges in providing nutritious food to kids

56%

2%

5%

13%

24%

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

Nutitious food is not tasty

Preference towards junk

food

Budget constrain

Time constrain

None

6/7/2016 48

(Freq. Analysis)


FINDINGS • 85% of respondents consume dates product.

64%

21%

5%

10%

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

Self conscious about health

doctor recommendation

Family and friends suggestion

Just tried by watching ads

6/7/2016 49

(Freq. Analysis)


FINDINGS • Reason for consuming dates product.

55%

5%

40%

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

Nutrition

Growth

Health

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FINDINGS • Dates - Respondents’ brand preference.

93%

1% 5% 1% 0% 0% 0% 0%

63%

1% 12%

1% 1% 3%

1%

19%

0%

20%

40%

60%

80%

100%

TOM Preference

6/7/2016 51

(Freq. Analysis)


FINDINGS • 62% of the consumers consume honey.

39%

42%

15%

2%

2%

0% 10% 20% 30% 40% 50%

Lion

Dabur

Sarvodhaya

Unbranded

Pvt. Label

6/7/2016 52

(Freq. Analysis)


FINDINGS • Outlet preference for buying Lion Products

SEC Super

market Grocery

shop Medical

shop Fruit shop Total

A1 20.3% 4.4% 2.7% 0.5% 28.0%

A2 18.1% 17.0% 2.2% 2.2% 39.6%

B1 15.4% 2.7% 0.0% 0.0% 18.1%

B2 9.9% 2.7% 1.6% 0.0% 14.3%

Total

63.7% 26.9% 6.6% 2.7% 100%

6/7/2016 53

(Cross Tabulation)


FINDINGS • Outlet preference for buying Lion Products

6/7/2016 54

Retail outlet City

Total Chennai Tuticorin Virudhunagar

Super Market 31.9% 19.2% 12.6% 63.7%

Grocery shop 2.2% 8.8% 15.9% 26.9%

Medical shop 0.0% 3.3% 3.3% 6.6%

Fruit shop 0.0% 0.5% 2.2% 2.7%

(Cross Tabulation)


FINDINGS • There is no significant relationship between consumers

with health concern and consumers consuming dates product. (Correlation)

• Rating for Lion products.

SEC Rating A1 6.39 A2 7.26 B1 6.82 B2 6.96

6/7/2016 55

(Weighted Mean)


OBJECTIVE 6

(Reg. opinion of the retailers)

6/7/2016 56


FINDINGS • 91% of retailers deal with Lion products among which 58%

are willing to stock new lion products. .

• Retailer’s source of awareness regarding new products

6/7/2016 57

39%

73%

8%

39%

7%

0% 20% 40% 60% 80% 100%

Advertisements

Salesperson

Other shopkeepers

Customers

Friends & Family

(Freq. Analysis)


FINDINGS

• Retailers’ preference among Lion Products.

City Dates Jam Honey syrup Halwa

Dry

fruits

Fruit

squash Oats

Chennai 97% 34% 66% 75% 6% 3% 5% 30%

Tuticorin 86% 38% 78% 83% 23% 12% 6% 61%

Virudhunagar 92% 42% 83% 86% 15% 7% 5% 46%

Overall 90% 38% 76% 79% 15% 7% 14% 45%

6/7/2016 58

(Freq. Analysis)


FINDINGS


Dry

fruits

Fruit

squash Oats

Chennai 89% 4% 18% 43% 1% 0% 1% 5%

Tuticorin 74% 4% 9% 38% 3% 0% 0% 0%

Virudunagar 64% 3% 24% 47% 0% 0% 0% 3%

Overall 77% 4% 17% 40% 1% 0% 0% 3%

• Demand of Lion Products among retailers.

6/7/2016 59

(Freq. Analysis)


FINDINGS

• Retailers suggesting Lion Products.


Dry

fruit

Fruit

squash Oats

Chennai 70% 4% 9% 16% 0% 0% 0% 3%

Tuticorin 41% 3% 3% 16% 0% 0% 0% 0%

Virudhunagar 8% 0% 2% 0% 0% 0% 0% 0%

Overall 42% 2% 5% 12% 0% 0% 0% 1%

6/7/2016 60

(Freq. Analysis)


FINDINGS

6/7/2016 61

Highly

visible

Moderately

visible

Low

visibility

% of outlets

that sell Lion

Products

Fruit shop 77% 4% 0% 81%

Super market 90% 3% 3% 96%

General Stores 45% 38% 9% 92%

Pharmacy 54% 27% 8% 89%

Bakery 100% 0% 0% 100%

• Nature of Lion products’ display in different outlets.

(Cross Tabulation)


FINDINGS

Product City Close Competitors

Dates

Chennai Annai , Gokulam, Imported dates

Tuticorin Annai, Kimia

Virudhunagar Camel, Unbranded dates

Fruit Squash All 3 cities Kissan

Dry Fruits All 3 cities Imported, Pvt. Label

Oats All 3 cities Horlicks, Quaker, Saffola

Jam All 3 cities Kissan

6/7/2016 62

(Freq. Analysis)


FINDINGS

Product City Close Competitors

Honey

Chennai Dabur, Imported Honey

Tuticorin Dabur

Virudhunagar Sarvodaya, Pvt. label

Syrup All 3 cities None

Dates Halwa All 3 cities None

6/7/2016 63

• Retailers rating for dealing with Lion products – 3.5 (overall)

(Weighted Mean)


FINDINGS • There is no relationship between dealership rating and

the dealership experience in Chennai. There is weak relationship between dealership rating and the dealership experience in Tuticorin and Virudhunagar

• The dealers don’t seem to respond properly to the retailers while requesting for salesperson visit in Chennai and Tuticorin.

• Medical shops in Chennai don’t stock dates as they

often face damage due to rat problems.

• Lot of complaints over the product and the package are observed .

6/7/2016 64


FINDINGS

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FINDINGS

6/7/2016 66


FINDINGS

Package complaint – Package is not pleasing

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( Source : Thangappa Nadar Store, 272, V.O.C.Market, Tuticorin )


FINDINGS

Package complaint – No manufacturing date

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( Source: Manohari & Co, General merchants, 79, Santhai Road, Tuticorin )


FINDINGS

6/7/2016 69

( Source : Guhan Medicals, 20/1B, V.V.D.Main Road, Tutic orin )

Package complaint – Leakage around neck


FINDINGS

6/7/2016 70

( Source : Duraiswamy Nadar & Sons, B-1&2, New Market, V.E.Road, Tuticorin )

Product complaint – Dates quality is not good


FINDINGS

Product complaint – Dates are dry , too hard and at times seeds are also there.

6/7/2016 71

( Source : Thangappa Nadar Store, 272, V.O.C.Market, Tuticorin )


SUGGESTIONS LION DATES

• Advertisements are needed for fruit squash , halwa and dry fruits

• Health related aspects can be emphasized in advertisements for products like halwa, dry fruits and fruit squash.

• Frequency of sales person visit should be increased in the interior areas of Chennai.

6/7/2016 72


SUGGESTIONS LION DATES

• Product related and package related problems should be looked into as soon as possible.

• In store ad material can be provided for medical shops and general stores

• Boxes can be provided for pharmacies in Chennai to prevent damages due to rat problems.

• Communication between dealers and retailers should be improved in Tuticorin and Chennai.

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THANK YOU Project instructors at Interface Communication, Chennai

MURUGAPPA GROUP • Mrs. Abilasha Anish - Strategy and Planning Head • Mr. Daniel Divyakumar - Sr. Account Executive • Mrs. Nisha Yuvaraj - Sr. Account Executive • Mrs. Nili Marfathiya – Media Planning & Manager LION DATES • Mr. Ilango Periyaswamy - Branch Head • Mrs. Abilasha Anish - Strategy and Planning Head • Mr. Bala Subramanium - Sr. Creative • Mr. Arun Kumar - Sr. Account Executive

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