Introducing Milk Shake in Tetra Packs

Group: The Icons

MembersFahad Rehman

Shahida ShahzadFaiza Khalid

Fozia AliKazim AbbasShadab Alam

Kiran Jahanzeb

Background of the research Our client is the largest food brand in Pakistan and world’s largest tetra packed milk brand.

They are planning to launch a new product which is Milk Shake in Tetra Packs

To determine the feasibility of this new product, “Thunder MilkShake” in the market.

To have the consumer presences in milk beverage industry

To recognize the target segment and potential with regards to market share

Flow of ResearchIdentification of Opportunity

Product Information

Competitor Analysis

Planning the research design

Data Analysis & Conclusion

Opportunity Identification Different from flavored milk segment

There are only 2 branded competitors in the milk shake segment

Nesquik – Nestle Owsum - Olpers

Other competitors are local restaurants and café shops

Product Information

Product Name: Thunder Shake

Tag line: Your health mate!

It has unique freshness ,pulpy texture and creamy taste with a range of choice for flavors

Product InformationIngredients Fruit extracts and milk; a complete food Sugar, caramel [E150c], Emulsifiers [E322, E471], raising agent[E500], vitamin, mineral, contains no artificial colors.

Nutritional information: Per 100 ml:190 calories, 8 g protein, 40 g carbohydrate, 0.5 g fat (0 g saturated fat), 5 mg cholesterol, 30% Daily Value of calcium, 125 mg sodium, vitamins: as per fruit ingredients.

Product InformationFlavors

Mango flavor

Strawberry

Chocolate

Vanilla

Banana

Apple

Cheeku

Size 200 ml, 500 ml,

Tetra pack family pack 1 liter.

Competitor Analysis Milk shake segment

Nestle Funshake, In flavors of banana, chocolate, kesar elaichi, strawberry,

mango.

Nestle - Nesquik

Olpers - Owsum

Other competitors are local café, restaurant etc. in the milk shake segment

Research Proposal Problem Statement:Identification of demand and target market for “Thunder MilkShake”

Research Objective: To utilize all the resources efficiently in identifying the business opportunities and techniques for selecting samples and collecting data

Research Proposal• Ho1: New generation kids and youngsters

prefers milk shakes over simple milk.• H11 : New generation kids and youngsters does

not prefer milk shakes over simple milk.

• Ho2: It is a better substitute of flavored milk and more than 50% flavored milk consumers will prefer Packaged Milk Shake

• H12: It is not a better substitute of flavored milk and more than 50% flavored milk consumers will not prefer Packaged Milk Shake

Research Proposal• Research Type

The Research type being used in this research is descriptive research.

• Data Collection Method Questionnaires:▫ Print Version▫ Online Version

 • Sample Size

Our target population is working class and our sample size is 450 respondents.

Sampling Methodology• Target Population

Our target population is working class. • Sample Size

Sample size is of 450 samples in form of Questionnaires.

 • Field Work

▫ Questionnaires distributed physically to respondents.

▫ Link of online form was sent through email to all contacts.

Research Analysis• Analysis

▫ Standard editing and coding procedures used.

▫ Quantitative data was transformed into statistical data using Microsoft Excel.

▫ Analysis include bar charts, pie charts, and frequency distribution tables.

Areas under research

•Demographics•Demand & Preferences•Consumption Habits•Awareness•Health Conscious / Hygienic•Flavors•Perception

DemographicsGender Count Percentag

e

Male 340 74%

Female 117 26%

Age Bracket

Count Percentage

15-24 92 20%

25-34 310 68%

35-44 51 11%

DemographicsStudied Upto

Count Percentage

Under-Graduate

52 11%

Graduate 191 42%

Post-Graduate

210 46%

Status Count Percentage

Single 273 60%

Married 176 39%

Widowed 1 0%

Others 7 2%

Demographics

Career Wise Count

Percentage

Employed- Full Time

374 82%

Employed-Part Time

13 3%

Self-Emplyed 13 3%

Retired 0 0%

Unemployed 11 2%

A “House Wife” 13 3%

Others 33 7%

Demand & PreferencesDrink PreferencesFrom the sample of 457 people we came to know majority respondents prefer fresh juice, than they prefer soft drinks where as demand of milk shake is comparatively low as a first drink choice

Meal AlternativeResult of samples shows that more than 50% peoples thinks milk shake is a best alternative of a meal. So it’s a clear sign that more than half population prefer milk shake as an alternate of meal. Launching milk shake product will be a good decision.

Demand & Preferences

Preference in Milk BeveragesIf given an option to select only milk beverages than from the results we can easily conclude that 48.5% people prefers Milk Shake and just 13.7% prefers Flavored Milk.

Demand & Preferences

Relation between preference and meal alternativeThe below chart shows the relationship between drink preferences and the choice of drink as an alternative of meal. It clearly shows that those who prefer Softdrinks, Tetra pack juices or fresh juices, consider milk shake as the best alternate of a meal.

Demand & Preferences

Consumption HabitsAge wise distribution of Milk Shake ConsumptionPeople belonging from different age groups consume milkshake occasionally. But respondents between age group of 15-24 consume milkshake daily.

Gender wise distribution of Milk Shake ConsumptionBoth male and female have almost similar milkshake consumption habits. Both consume milkshake occasionally

Consumption Habits

AwarenessAwareness of Milk shakes availability in Tetra PacksReally need to focus towards this domain as we can see that there is an extreme lack of awareness regarding milk shakes availability in Tetra packs. Similar products already exists but respondents hardly know about it. More than 50% respondents are unaware of it.

AwarenessRespondents who are already aware of Milk shakes in tetra packs are mostly familiar with Owsum and Nesquik. Some respondents have also categorized Pakola as a Milk Shake which is actually not

Health Conscious / Hygienic77% respondents think that milk shakes are healthier than flavored milk which is a good figure and must be a perfect target audience for Thunder Shake

Almost 46% of the respondents believe that milk shakes in tetra packs will be a good substitute of Flavored milk.

People who think milk shakes are healthier than flavored milk , also will prefer Milkshakes if its available in tetra packs

Health Conscious / Hygienic

People are not hygiene conscious, from the research we have analyze that majority of our respondents do consider milk shakes available commercially are not hygienic. However, on the other end they do not think and consider Milk Shakes in tetra packs as a replacement of commercially available milk shakes.

Health Conscious / Hygienic

FlavorsBoth male and female respondents would like to have mango, strawberry and banana flavors in tetra packed milk shakes

FlavorsChocolate flavor is in more demand amongst the respondents fall in age bracket of 15-24. However, Mango, Strawberry and Banana is the most preferable flavor to be introduced in tetra packed milk shakes

Flavors

Respondents who prefer milk shakes in tetra packs over flavored milk would prefer mango and strawberry flavors

Perception

Milkshake

Milkshake is considered to be a healthy drink that gives energy Most respondents have related milkshake with fruits like mango, banana and strawberry

“milk, grinder” , “who is going to make (the milkshake)”

Regarding the commercial availability, very few mentioned Owsum and Nesquik

Some respondents have even commented “no brand”! This hints at the lack of brand awareness in this category.

Some respondents did named local shops.

Perception

Soft Drink

Soft drinks are considered as refreshments, mostly served after meals.

Soft drinks are considered to have high number of calories and therefore perceived bad for health and fitness.

Soft drinks are consumed for fun and also for its characteristic fizzy taste.

They are available ‘anywhere, anytime’ and are easy to carry and consume.

Perception

Flavored Milk

Flavored milk is considered a drink for kids. The reason may be that the flavored milk advertisements target the kids only.

Flavor in the milk is considered to be artificially produced and thus is not perceived to be healthy

Overall, people do like all the different flavors available with Flavored Milks

Limitations of Study

The research concluded does not cover all the potential areas because of the small sample size.

Due to time constraint our research is limited to certain geographical location.

Perhaps some respondents might not have taken the questionnaire seriously due to their busy schedule.

Conclusion

Lack of awareness There is a demand of tetra packed milkshakes Target market should be very working professionals Huge potential market Low competition Introduce milk shake in Mango, Strawberry and Banana flavors Product marketing should be based on “health” theme

Hypothesis

•Ho1: New generation kids and youngsters prefers milk shakes over simple milk.

•H11 : New generation kids and youngsters does not prefer milk shakes over simple milk.

•Reject H11 and Accept Ho1

Hypothesis

•Ho2: It is a better substitute of flavored milk and more than 50% flavored milk consumers will prefer Packaged Milk Shake

•H12: It is not a better substitute of flavored milk and more than 50% flavored milk consumers will not prefer Packaged Milk Shake

•Reject H12 and Accept Ho2