qmr assignment

QUALITATIVE MARKET RESEARCH

INDIVIDUAL ASSIGNMENT

A study to determine the role of the Launch Campaign, Taste Challenge, of MTR

Snack Up and calculate its impact on the sales and consumer buying behavior

- Prakarsh Aren, 2012PGP263

MTR SNACK UP

The assignment was undertaken to device a complete qualitative research plan starting from research problem identification to research questions to research methodology and finally to possible results of the research for a newly launched promotional campaign.

Q M R | I N D I V I D U A L A S S I G N M E N T | P R A K A R S H A R E N

A study to determine the role of the Launch Campaign, Taste Challenge, of MTR Snack Up and calculate its impact on the sales and consumer buying behavior 2013

TABLE OF CONTENTS

1 | INTRODUCTION .................................................................................................................................... 4

1.1 MTR FOODS Pvt. Ltd. ........................................................................................................................ 4

1.2 ‘TASTE CHALLENGE’ CAMPAIGN, DOUBLE YOUR MONEY BACK ................................................... 4

1.3 COMPANIES PRODUCT RANGE ........................................................................................................ 5

2 | PROBLEM IDENTIFICATION & RESEARCH METHODOLOGY ............................................................... 6

2.1 RESEARCH PROBLEM ...................................................................................................................... 6

2.2 RESEARCH METHODOLOGY ............................................................................................................ 6

2.3 RESEARCH QUESTIONS .................................................................................................................... 6

2.4 DATA COLLECTION METHOD .......................................................................................................... 7

2.4.1 ELITE INTERVIEWING OF COUPLE OF MTR’S TOP MANAGEMENT ........................................ 7

2.4.2 IN-DEPTH INTERVIEW OF 5 RETAILERS OF MTR’S SNACK UP PRODUCTS ............................ 7

2.4.3 COVERTLY OBSERVING THE CUSTOMERS DIRECTLY, AT 5 SUPERMARKETS........................ 7

2.4.4 IN-DEPTH INTERVIEW OF 5 CUSTOMERS OF MTR’S SNACK UP PRODUCTS .......................... 7

2.5 PROFILING OF THE RESPONDENTS ................................................................................................ 8

2.5.1 RESPONDENTS OF ELITE INTERVIEWS ................................................................................... 8

2.5.2 RESPONDENTS OF IN-DEPTH INTERVIEWS IN THE FORM OF RETAILERS ............................ 8

2.5.3 RESPONDENTS OF IN-DEPTH INTERVIEWS IN THE FORM OF CUSTOMERS .......................... 8

2.5.4 SUPERMARKETS WHERE COVERT OBSERVATIONS WOULD TO BE CONDUCTED ................. 8

2.6 DETAILED GUIDE TO FACILITATE DATA COLLECTION .................................................................. 9

2.6.1 DATA COLLECTION FROM RESPONDENTS OF ELITE INTERVIEWS ........................................ 9

2.6.2 DATA COLLECTION FROM RESPONDENTS OF IN-DEPTH INTERVIEWS IN THE FORM OF

RETAILERS ........................................................................................................................................10

2.6.3 RESPONDENTS OF IN-DEPTH INTERVIEWS IN THE FORM OF CUSTOMERS .........................10

2.6.4 SUPERMARKETS WHERE COVERT OBSERVATIONS HAVE TO BE CONDUCTED....................11

2.6.5 MEANS OF DATA COLLECTION FOR DIFFERENT DATA COLLECTION TECHNIQUES ............11

2.7 PLAN FOR CARRYING OUT ANALYSIS OF DATA ............................................................................11

2.7.1 PHENOMENOLOGICAL ANALYSIS ............................................................................................11

2.7.2 HERMENEUTIC / INTERPRETIVE ANALYSIS ...........................................................................11

2.7.3 THEMATIC ANALYSIS ...............................................................................................................11

2.7.4 NARATIVE ANALYSIS ...............................................................................................................12

2.7.5 DISCOURSE ANALYSIS ..............................................................................................................12

2.8 EXPECTATIONS FROM THE STUDY ................................................................................................12



ANNEXURES ..............................................................................................................................................13

ANNEXURE I ..........................................................................................................................................13

ANNEXURE II .........................................................................................................................................14



1 | INTRODUCTION

1.1 MTR FOODS Pvt. Ltd.

MTR Foods Pvt. Ltd., a trusted name with over 85 years of heritage, is an epitome of authentic

Indian vegetarian meals bringing joy to every household. Being a pioneer in the food processing

industry, MTR Foods is the guardian of culinary secrets that have been protected and handed down

over generations. Our food is based on true genuine recipes from their region of origin.

MTR products always personify the tradition of unmatched taste, purity and quality. Majority of the

products are 100% natural and

they use only the finest, most

reliable ingredients.

MTR Foods - the byword for

authentic Indian food has

marked its global presence for

its wide range of packaged

products and recipes. The

brand is now home to almost

every kitchen in the USA,

Canada, UK, Germany,

Australia, New Zealand,

Middle East, Japan and South

East Asian countries.

1.2 ‘TASTE CHALLENGE’ CAMPAIGN, DOUBLE YOUR MONEY BACK

MTR has launched Snack Up with a Taste Challenge - an innovative consumer promotion assuring

consumers about the taste of the products else doubling the money back. The scheme is applicable

for purchase of above mentioned Products with the "Taste Challenge" logo, from September 1,

2013 till November 10, 2013 or till stocks last.

As per Terms & Conditions (Annexure I), to avail the claim customers were required to send the

following documents only through

ordinary post (all other means of

sending the claim were clearly told not

to be entertained) to the Bangalore PO

Box of MTR within 15 days of the

date of the purchase invoice:

Empty pack of the MTR Snack

Up Product/s for which the claim is

raised

Original bill or retailer stamped

invoice showing the purchase date of

the Product/s

Complete and correct details

duly filled in the Customer Feedback

Form (Annexure II).



1.3 COMPANIES PRODUCT RANGE



2 | PROBLEM IDENTIFICATION & RESEARCH

METHODOLOGY

2.1 RESEARCH PROBLEM

Problem Definition: A study to determine the role of the Launch Campaign, Taste Challenge,

of MTR Snack Up and calculate its impact on the sales and consumer buying behaviour.

This study, first, investigates the role of the ‘Taste Challenge’ launch campaign of MTR Snack UP.

Is it a trial inducing strategy or a way to present the company’s confidence in the product with

respect to the Quality of the product? Second, it tries to capture the extent of success received by

the campaign.

2.2 RESEARCH METHODOLOGY

To gather the company’s insights to find out the actual reason of the launch of ‘Taste Challenge’

campaign and to conglomerate the retailer’s and customer’s insights to understand the manner in

which consumers are taking the launch campaign and Snack Up products, Exploratory Qualitative

Research is required to be done. This research would:

Help us in investigating the little understood phenomena behind the launch of the campaign

Enable us to identify the core strategy behind the launch of the campaign

Generate hypothesis for further research to device the future IMC strategy for MTR

Let us judge if there is any change in buying behaviour of the customers after this campaign,

are they asking for bill from the retailers on purchase of other products as well

2.3 RESEARCH QUESTIONS .

Question 1. Is the ‘Taste Challenge’ Campaign a success or a failure?

Question 2. Was it a product quality communication strategy or just a promotional strategy?

Question 3. Has the introduction of new range of snacks met an unmet need of the existing

customers of MTR?

Question 4. What is the effect of the campaign on the sales figures of MTR Snack Up products?

Question 5. Are the sales of MTR Snack Up products a result of the promotional launch campaign

or are the products also have been liked by the consumers?

Question 6. What should be MTR’s future Integrated Marketing Communications strategy while

launching the Snack Up product in the other states of India and abroad?

Question 7. Has the campaign had a bigger effect on the customers’ buying behaviours in terms

of taking the bill of the purchased products?



2.4 DATA COLLECTION METHOD

Understanding the company’s perspective of the rationale behind launching a highly contextual

campaign requires an in-depth exploration of the key subjects who have been instrumental in

designing this campaign, in this case – MTR’s Top Management Officials.

On the other side, interpreting the buying behaviour of customers in terms of the factors which

drive the sales of the product, in this case – MTR Snack Up, is a four legged process.

2.4.1 ELITE INTERVIEWING OF COUPLE OF MTR’S TOP MANAGEMENT

To understand the thinking on which the ‘Taste Challenger’ is based we need to conduct elite

interviews of at least two of the key decision makers of MTR. The information could be

collected even from one single in-depth interview as well but to validate the same, two elite

interview becomes utmost important. This information could also be gathered through the means

of a focussed group discussion (FGD), but to confirm the same it is better to conduct two

separate elite interviews. Also, rigorous schedules of top managers would pose a hindrance in

administering a FGD as finding a common free time for five to six top managers is a mammoth

task in itself.

2.4.2 IN-DEPTH INTERVIEW OF 5 RETAILERS OF MTR’S SNACK UP PRODUCTS To reproduce the customer insights, in-depth interviews of the retailers is one of the best ways.

The retailer would also help us to know if there has been any change in customers’ buying

behaviour (in regards to taking bill of purchased products).

2.4.3 COVERTLY OBSERVING THE CUSTOMERS DIRECTLY, AT 5 SUPERMARKETS There is no better means to understand the customers’ preferences than directly observing them.

Observations have to be conducted at 5 supermarkets to infer if the promotional offer is solely

driving the sales or are the product features (including the quality of the product) making

consumers buy the product. This data collection method will allow us to gather unbiased

indispensible information about the buying behaviour & preferences of the customers.

2.4.4 IN-DEPTH INTERVIEW OF 5 CUSTOMERS OF MTR’S SNACK UP PRODUCTS

To understand the communication media which affects customer’s buying behaviour and

preferences the most. It would enable us to design the future Integrated marketing

Communications’ strategy for MTR Foods Pvt. Ltd.



2.5 PROFILING OF THE RESPONDENTS

2.5.1 RESPONDENTS OF ELITE INTERVIEWS

For the elite interviewing, decision makers of the company are required and as the decisions in

MTR Food Pvt. Ltd. are taken as per the top-down approach hence, the need is to interview the two

top management officials. One of them should be the Manager, New Product Development and the

other respondent should be the Manager, Marketing Division of MTR Food Pvt. Ltd.

2.5.2 RESPONDENTS OF IN-DEPTH INTERVIEWS IN THE FORM OF RETAILERS

This campaign was valid only in Bangalore & Mysore1 for all MTR Snack Up Products; Avalakki

Mixture, Spicy Avalakki Mixture, Cornflakes Mixture, Spicy Cornflakes Mixture, Khara Boondi,

Ompudi, Spicy Ompudi, Onion Nibbles, Spicy Thick Sev, Seedai, Spicy Chow Chow Mixture,

Chow Chow Mixture and Benne Murukku, Butter Chakli. Hence, respondents for this technique

should qualify the following attributes:

5 retailers; 3 from Bangalore and 2 from Mysore

Average monthly sales of INR 5,5002 per square feet

Stores all fourteen MTR Snack Up products

2.5.3 RESPONDENTS OF IN-DEPTH INTERVIEWS IN THE FORM OF CUSTOMERS

Due to the varied marketing communications (from radio to print advertising, outdoor to digital

media advertising) adopted by the company, it makes more sense to interview the customers with

following attributes:

Socially Active, Outgoing and Tech Savvy

Strong voice in household purchases

Makes consumption related decision with family, friends and etc.

Consumption areas: clothing, accessories, food, entertainment, consumer durables and etc.

Seeks ‘feel-good’ factor

Influencer in peer group, workmates and etc.

2.5.4 SUPERMARKETS WHERE COVERT OBSERVATIONS WOULD TO BE CONDUCTED

This campaign was valid only in Bangalore & Mysore for all MTR Snack Up Products; Avalakki

Mixture, Spicy Avalakki Mixture, Cornflakes Mixture, Spicy Cornflakes Mixture, Khara Boondi,

Ompudi, Spicy Ompudi, Onion Nibbles, Spicy Thick Sev, Seedai, Spicy Chow Chow Mixture,

Chow Chow Mixture and Benne Murukku, Butter Chakli. Hence, the covert observation should be

conducted at Supermarkets which qualify the following attributes:

5 Supermarkets; 3 from Bangalore and 2 from Mysore

Average monthly sales of INR 1,8773 per square feet

Stores all fourteen MTR Snack Up products

1 http://mtrfoods.com/tastechallenge/terms_english.html 2 http://www.financialexpress.com/news/kirana-stores-innovate-in-battle-against-retail-giants/1172379 3 http://www.financialexpress.com/news/kirana-stores-innovate-in-battle-against-retail-giants/1172379

http://mtrfoods.com/tastechallenge/terms_english.html

http://www.financialexpress.com/news/kirana-stores-innovate-in-battle-against-retail-giants/1172379

http://www.financialexpress.com/news/kirana-stores-innovate-in-battle-against-retail-giants/1172379



2.6 DETAILED GUIDE TO FACILITATE DATA COLLECTION4

2.6.1 DATA COLLECTION FROM RESPONDENTS OF ELITE INTERVIEWS

The following questions could be asked from the New Product Development Manger:

Q1. Sir, please brief us about the new product, MTR Snack Up, which you have recently launched

in the market.

Q2. Has any primary research been conducted by MTR to find an unmet need of the consumers? If

yes, what were the results of the same? If no, then one what ground has MTR decided to launch

altogether a new product?

Q3. What is the basis for the claims that these products are the best-tasting snacks?

Q4. How did you plan to communicate the ‘best tasting’ and ‘best quality’ attributes of this

product? [This question will probe in to find the role of the launch campaign]

The following questions could be asked from the New Product Development Manger &

Marketing Manager:

Q1. Has any primary research been conducted by MTR to find an unmet need of the consumers? If

yes, what were the results of the same? If no, then one what ground has MTR decided to launch

altogether a new product?

Q2. How did you plan to communicate the ‘best tasting’ and ‘best quality’ attributes of this

product? [This question will probe in to find the role of the launch campaign]

Q3. Why did you make use of print, radio, outdoor as well as digital media advertising to

communicate about this campaign?

Q4. What is the target segment for this product, MTR Snack Up?

[Question 3 & 4 will provide the complete customer profile which MTR is targeting. This in

turn will help to design the future IMC strategy.]

Q5. How much were the estimated sales as per the ground research done before the launch of the

product?

Q6. How much have been the actual sales of the product from September 1, 2013 to November 10,

2013? How much have been the sales after November 10, 2013 till last month?

Q7. Are the actual sales more than the expected amount of sales? To which strategy would you

assign this increase in sales?

[Question 5, 6 & 7 will provide the success level of the launch campaign. Question 7 will also

help us to investigate the company’s mind set behind rolling out ‘Taste Challenge’ campaign.]

Q8. Should we conclude that the launch campaign was more to do with inducing trial for the new

product by giving guarantee for the best taste with the means of ‘Taste Challenge’ and double

money back scheme?

4 After every question, the rationale for asking that question is written in grey colour.



2.6.2 DATA COLLECTION FROM RESPONDENTS OF IN-DEPTH INTERVIEWS IN THE FORM

OF RETAILERS

The following questions could be asked from the Retailers:

Q1. Are the customers aware of the newly launched products of MTR? [This question will give us

the success rate of the ‘Taste Challenge’ campaign.]

Q2. Why are the customers excited for MTR Snack Up? [First, let the retailer answer this

question, on his own. He might give in reply some important customer insights. In absence of

receipt of valuable data, further ask him the next part.] Are they excited because of the double

money back offer or because of the fact that this is a MTR’s product?

Q3. Did you get to know any information about the communication channels which helped

customers to be aware of the new products from MTR? [This question will help us to design the

future IMC strategy.]

Q3. What is the general perception of the customers about the taste and quality of these products

with respect to existing products? [This question will help us find the success rate of the

campaign in terms of making customers aware of the premium taste and quality of this

product]

Q4. Are the customers asking for the legitimate bill while buying this product? If yes, are they

asking for the bill of other products as well or only for this MTR Snack Up products? [This

question will enable us decode if there has been any change in the buying behaviour of the

customers or not? Are they asking for the bill while making any purchase or not?]

2.6.3 RESPONDENTS OF IN-DEPTH INTERVIEWS IN THE FORM OF CUSTOMERS

The following questions could be asked from the Retailers:

Q1. Are you aware of the newly launched products of MTR? [This question will give us the

success rate of the ‘Taste Challenge’ campaign.]

Q2. What were the communication channels which helped you to get information about the new

products from MTR? [This question will help us to design the future IMC strategy.]

Q3. Are you excited for MTR Snack Up products? If yes, then why? [First, let the customer

her/himself answer this question. She/he might give in reply some important insights. In

absence of receipt of valuable data, further ask her/him the next part.] Are you excited because

of the double money back offer or because of the fact that this is a MTR’s product?

Q3. How did you find the taste and quality of these products? [This question will help us find the

success rate of the campaign in terms of making customers aware of the premium taste and

quality of this product]

Q4. Did you ask for the legitimate bill while buying this product? If yes, do you now ask for the bill

on purchase of other products as well or only for this MTR Snack Up products? [This question will

enable us decode if there has been any change in the buying behaviour of the customers or

not? Are they asking for the bill while making any purchase or not?]



2.6.4 SUPERMARKETS WHERE COVERT OBSERVATIONS HAVE TO BE CONDUCTED

Just visit the supermarkets which qualify the criteria given in section 2.5.4 and place yourself near

to the MTR rack placed there. You should not be too close to the rack because the customers might

get an idea that they are being observed and should also not be too far from the rack because that

might affect the visibility of the customer and you may miss out on some important insights.

2.6.5 MEANS OF DATA COLLECTION FOR DIFFERENT DATA COLLECTION TECHNIQUES

For Elite Interviews & In-Depth Interviews: Interview Transcripts & Audio Recordings

For Covert Observations: Field Notes & Images/Videos

2.7 PLAN FOR CARRYING OUT ANALYSIS OF DATA

The data collected for a qualitative research could be analysed in numerous ways. I will try to

bifurcate the data analysis on the basis of different data collection techniques used for different

respondents.

2.7.1 PHENOMENOLOGICAL ANALYSIS It will used to analyse the data collected from the Elite Interviews of New Product

Development Manager and Marketing Manager of MTR as this is a method that is used to find

out the underlying structure or experiences that have led to the existence of a certain phenomenon.

2.7.2 HERMENEUTIC / INTERPRETIVE ANALYSIS It will used to analyse the data collected from the In-Depth Interviews of Customers as by

continually interpreting words of the texts their meaning and their directives could be understood.

Its focus is to discover repeated similarities in people’s stories. It will specially help in analysing

customers’ comments on new product’s advertisements; digital media marketing.

2.7.3 THEMATIC ANALYSIS It will be used to analyse the data collected from the In-Depth Interview of Retailers, especially

for the question which asks for the general perception of the customers about the taste and

quality of these products with respect to existing products. It emphasizes pinpointing,

examining, and recording patterns (or "themes") within data. Themes are patterns across data sets

that are important to the description of a phenomenon and are associated to a specific research

question. It helps in summarizing data into the most important themes. The key stages to be

followed for the same are:

In-Depth Interviews

Overt Observation

Elite Interviews



1. Becoming familiar with the data, Searching for themes & Reviewing Themes: The idea

is to obtain a basic sense regarding the direction in which data is pointing through

preliminary observation. It is about trying to make sense of the data that has been collected.

2. Identify themes: Since we cannot make sense of all the Interview and FGD transcripts in

isolation, we would look for common themes across data sets; summaries of ‘What’s going

on here’. In other words, we are trying to create blanket categories wherein we would feed

individual data.

2.7.4 NARATIVE ANALYSIS It will be used to analyse the data collected from the In-Depth Interviews of Retailers,

especially for the question which asks if the retailer has any information about the

communication channels which helped customers to be aware of the new products from MTR.

The idea is to extract the main theme from the stories which customers must have told retailers

about how they actually came to know about the MTR’s new product. It recognizes the extent to

which the stories customers tell provide insight into lived experiences.

2.7.5 DISCOURSE ANALYSIS It will be used to analyse the data collected from the Covert Observations made at

Supermarkets. It involves in looking closely at how people interact with each other. This could

help us a lot while analysing and finding what are the customers perceiving from the launch

campaign, do they take the campaign as the premium quality & taste assurance or just a chance to

get double money back.

2.8 EXPECTATIONS FROM THE STUDY

After executing all the techniques, to undertake the Qualitative Research, as mentioned in section

2.4, 2.5 and 2.6, used to undertake the Qualitative Research, we should be in a state to formulate

answers to all the Research Questions. We would be able to:

Check whether the campaign has been successful in inducing enough trials for the newly

launched product, MTR Snack Up

Calculate the extent to which the launch campaign has been successful on the basis of the

expected and actual sales of the Snack Up products

Investigate whether the campaign was a product quality communication strategy or just a

promotional strategy

Decide the Integrated Marketing Communications strategy which MTR should be using in

future times and while launching the Snack Up product to the other states of India and

abroad

Observe if there has been any change in the buying behaviour of customers w.r.t. to

collection of bills while making any purchase



ANNEXURES

ANNEXURE I



ANNEXURE II

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