keventer agro presentation
TRANSCRIPT
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A Market Research on
Competitive Analysis & Performance
Analysisof Utsav Mustard Oil
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Objectives of the ProjectTo do a t horough Com pet itive Analysisam ong dif ferent mustard oi l brands
To optim ize the exist ing Dist ribut ionChannel
To suggest Com pet itive Pricing st rat eg ies
To suggest Promotiona l st ra t egie s
To m easure t he overa ll perf orma nce
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M ethodology
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Steps of Data Analysis
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Seasonal Price Fluct ua t ion
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Price
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Market Segmentation
DemographicFactors
Dependence
Family income Yes
Age No
Education Yes
Occupation No
HouseholdNumber
No
Family type No
Chi-Square Test
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MarketSegmentationQuality
Engine
Ganesh
Fortune Utsav Shalimar Mashal Kalash Saloni Dalda Dhara Ruchigold Naturefresh Emami Rasoi Aarti Suman etc.
Bullet Gokul Jhoola Sathi etc.
Rs. 55 Band-C Rs. 60 Band-B Rs. 65 Band-A
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Purchasing Frequency & Brand
Choice
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Determinants of Purchasingdecision
DemographicFactors
Dependence
Family income Yes
Age No
Education No
Occupation No
HouseholdNumber
No
Family type No
Chi-Square Test
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Awareness Comparison
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M easurem ent of Dist ribut orsSatisfactionIndependent Variables
ycle time for reorderdequate supply on each order
imely supply of the productchemes given by the company
iscounts provided by the Companyargin offered by the companyredit policy of the companyricing of the product
lexibility of priceime provided for payment
robability of finding damagedproducts /eplacement of Expired damagedgoods verage Demand of the product
onfidence on company s salesrepresentative requency of retailer s complaintsuality of the product
Variables after Factor Analysis
Supply Factor
Scheme factor
Economic Factor
robability of finding damagedproducts /eplacement of Expired damaged goods
verage Demand of the productonfidence on company s salesrepresentative requency of retailer s complaints
uality of the product
FACTOR
ANAL
YSIS
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Regression AnalysisDependent Variable- Overall
performanceVariables after Factor Analysis Coefficients
Supply Factor 2.001
Scheme factor 1.007
Economic Factor 4.506Probability of finding damaged products -.371
Replacement of Expired/damaged goods .117
Average Demand of the product .807
Confidence on companys sales representative .977
Frequency of retailers complaints -.796
Quality of the product .056
CONSTANT 21.003
Distributors satisfaction level = 82.779%
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Measurement of RetailersSatisfaction
Independent Variables
Promotional Schemes offered by the company
Margins offered by the companyCredit Policy of the company
Shelf Turnover of the product
Satisfaction on Purchasing Price of the product
Price Flexibility
Adequate stock supply on each orderTimely supply of product
Frequency of customer complaints
Frequency of leakage
Behavior of the Distributor/Sales Representative
Strictness regarding product arrangement
Adequate supply of banners, danglers etc.
Packaging of the product
Replacement of damaged/expired Products
Frequency of visit
Quality of the product
Variables after Factor Analysis
Profitability Factor
Supply Factor
Complaints Factor
Behavior of the Distributor/Sales Representative
Strictness regarding product arrangement
Adequate supply of banners, danglers etc.
Packaging of the product
Replacement of damaged/expired Products
Frequency of visit
Quality of the product
FACTOR
ANAL
YSIS
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Regression AnalysisDependent Variable- Overall
PerformanceVariables after Factor Analysis Coefficients
Profitability Factor 12.334
Supply Factor 10.787
Complaints Factor -7.927Behavior of the Distributor/Sales Representative 1.896
Strictness regarding product arrangement -2.331
Adequate supply of banners, danglers etc. 4.067
Packaging of the product 3.290Replacement of damaged/expired Products 1.030
Frequency of visit 5.078
Quality of the product 2.224
CONSTANT55.109
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Retailers Satisfaction for differentbrands
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Measurement of CustomersSatisfaction
Independent Variables
Purity
Taste of the foods cooked
PungencyHealth Value
Availability
Price
PackagingPromotion
Brand Reputation
Independent Variables
Quality Factor
Health Value
Availability
Price
PackagingAwareness Factor
FACTOR
ANAL
YSIS
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Regression AnalysisDependent Variable- Overall
Performance
Variables after Factor Analysis Coefficients
Quality Factor 3.041
Health Value1.63E-03
Availability 0.506
Price 2.971
Packaging 0.667
Awareness Factor 1.807
CONSTANT 40.223
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Customers Satisfaction for DifferentBrands
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Importance-Performance Analysis(IPA)
False Sense of SecurityAttributes
Strengths
Low-priority Weaknesses Real Weaknesses
Performance
Importance
High
Low
Low High
Pungency Purity
Taste of the foodsPackaging
Health value
Price
Availability
Brand
Reputation
Promotion
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Problems Identified1. Supply Gap : Both Primary & Secondary
4.
6.
3.
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4.
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Recommendations
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If You cant measure it,You Cant
Improve it
-Lord William ThomsonKelvin