Maggi Tomato Ketchup Report

MAGGI TOMATO KETCHUP
INTRODUCTION
In 1991 we opened our country to foreign brands. As per this liberalization policy many a foreign players ventured into our country finding it a lucrative large mass market. Indias market potential lures foreign companies. Many international companies that ventured in after 1991 are tallying their profits and losses and wondering what the future holds for this market of 1030 million people. But India is a diverse country where different states have different consumption patterns and customs. Thus competition has become the key word in todays scenario. Till 1970s and 80s 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 Nestls Maggi that owns 37% of the market and the Kissan that owns 29%. Globally, it's only a blip- but India consumes about 13,800 tons of ketchup a year. Upto mid eighties Kissan was the number one brand in Tomato Ketchup and around that time the competition came from Maggi -a Nestls brand. With Maggi launching several varieties of Tomato Ketchup there was a growth in the market. With Kissan and Maggie 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. The biggest global player in Tomato Ketchup Heinz is still waiting and watching. It was expected that they will launch Tomato Ketchup in Indian market soon. Some of the unknown local brands of course still existing only on price competition. The price competition has also kept some of the other categories of food products still alive. 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 37% of the market. Through this project we have studied customer perception for Maggi Tomato Ketchup. Towards the end we have suggested some recommendations as a group on how can we improve the marketing mix of the product.
COMPANY REVIEW
NESTLE
Nestl, which world knows as cautious and conservatory company is a Swiss originated 140 years old Multinational. The man at the helm is Swiss national Carlo Donati, an all inspiration and image of the company. His philosophy is bottom line dictating top line based on delegation and decentralization. It resulted from a merger in 1905 between the Anglo-Swiss Milk Company for milk products established in 1866 by the Page Brothers in Cham, Switzerland and the Farine Lacte Henri Nestl Company set up in 1867 by Henri Nestl to provide an infant food product. The first Nestl factory to begin production in the United States was opened in Fulton, Oswego County, New York. Nestl India Ltd. (NIL), the Indian subsidiary of the global FMCG major, Nestl SA, introduced the Maggi brand in India in 1982, with its launch of Maggi 2 Minute Noodles, an instant noodles product. Nestl Indias business objective and that of its management and employees is to manufacture and market the Companys products in such a way as to create value that can be sustained over the long term for consumers, shareholders, employees, business partners and the national economy. The product mix of Nestle India consists of milk products and baby products (42.5%), beverages (29.3 %), processed foods (14.4 %), chocolate and confectionary (13.8 %). Nestle India plans to expand business into similar and diversified product categories. The management wants to leverage all the hard work done to establish a particular brand by extending the brand in some other areas, where it sees an opportunity to make further money. In other words to derive the maximum benefit from having established the brand Nestle did exactly, what it wanted with one of their brandsMaggi. The brand value of Nestle is $9.11bn which is approximately 5% of the enterprise value as in
August 2010. According to this report, Nestle is reported to be among top 100 brands globally positioned at 77th place with a brand rating of AAA. Last year, it was positioned at 87th spot. A higher-than-expected increase in raw material prices is posing a bigger threat for the company as of now but past have proved that their innovative market strategies has contributed a lot to their overall growth. Through our study we have determined the positive and negative product attributes and thus determined the expectations of the product. This information can be used by the company for further product modification. We also determined the acceptability and adaptability towards introduction of new variants. NESTLE INDIA Nestl India is a subsidiary of Nestl S.A. of Switzerland. With seven factories and a large number of co-packers, Nestl India is a vibrant Company that provides consumers in India with products of global standards and is committed to long-term sustainable growth and shareholder satisfaction. The Company insists on honesty, integrity and fairness in all aspects of its business and expects the same in its relationships. This has earned it the trust and respect of every strata of society that it comes in contact with and is acknowledged amongst India's 'Most Respected Companies' and amongst the 'Top Wealth Creators of India'. An Overview Nestls relationship with India dates back to 1912, when it began trading as The Nestl Anglo-Swiss Condensed Milk Company (Export) Limited, importing and selling finished products in the Indian market. After Indias independence in 1947, the economic policies of the Indian Government emphasized the need for local production. Nestl responded to Indias aspirations by forming a company in India and set up its first factory in 1961 at Moga, Punjab, where the Government wanted Nestl to develop the milk economy. Progress in Moga required the introduction of Nestls Agricultural Services to educate advice and help the farmer in a variety of aspects. From increasing the milk yield of their cows through improved dairy farming methods, to irrigation, scientific crop management practices and helping with the procurement of bank loans. Nestl set up milk collection centers that would not only ensure prompt collection and pay fair prices, but also instill amongst the community, a confidence in the dairy business. Progress involved the creation of prosperity on an on-going and sustainable basis that has resulted in not just the transformation of Moga into a prosperous and vibrant milk district today, but a thriving hub of industrial activity, as well. Nestl has been a partner in India's growth for over nine decades now and has built a very special relationship of trust and commitment with the people of India. The Company's activities in India have facilitated direct and indirect employment and provides livelihood to about one million people including farmers, suppliers of packaging materials, services and other goods.
The Company continuously focuses its efforts to better understand the changing lifestyles of India and anticipate consumer needs in order to provide Taste, Nutrition, Health and Wellness through its product offerings. The culture of innovation and renovation within the Company and access to the Nestl Group's proprietary technology/Brands expertise and the extensive centralized Research and Development facilities gives it a distinct advantage in these efforts. It helps the Company to create value that can be sustained over the long term by offering consumers a wide variety of high quality, safe food products at affordable prices. Nestl India manufactures products of truly international quality under internationally famous brand names such as NESCAF, MAGGI, MILKYBAR, MILO, KIT KAT, BAR-ONE, MILKMAID and NESTEA and in recent years the Company has also introduced products of daily consumption and use such as NESTL Milk, NESTL SLIM Milk, NESTL Fresh 'n' Natural Dahi and NESTL Jeera Raita. Nestl India is a responsible organization and facilitates initiatives that help to improve the quality of life in the communities where it operates. Presense across India After nearly a century-old association with the country, today, Nestl India has presence across India with 7 manufacturing facilities and 4 branch offices spread across the region. Nestl Indias first production facility, set up in 1961 at Moga (Punjab), was followed soon after by its second plant, set up at Choladi (Tamil Nadu), in 1967. Consequently, Nestl India set up factories in Nanjangud (Karnataka), in 1989, and Samalkha (Haryana), in 1993. This was succeeded by the commissioning of two more factories - at Ponda and Bicholim, Goa, in 1995 and 1997 respectively. The seventh factory was set up at Pantnagar, Uttarakhand, in 2006. The 4 branch offices in the country help facilitate the sales and marketing of its products. They are in Delhi, Mumbai, Chennai and Kolkata. The Nestl India head office is located in Gurgaon, Haryana. Head Office: Nestl India Limited Nestl House Jacaranda Marg, 'M' Block, DLF City, Phase II, Gurgaon - 122002 (Harayana) Tel.: 0124 - 2389400 Registered Office: Nestl India Limited M-5A, Connaught Circus, New Delhi - 110001 Tel.: 011- 41514444
MAGGI BRAND REVIEW

MAGGI
Maggi is an over 100-year-old Nestl brand of instant soups, stocks, bouillons, ketchups, sauces, seasonings and instant noodles. The original company came into existence in 1872 in Switzerland, when Julius Maggi took over his father's mill. It quickly became a pioneer of industrial food production, aiming at the improvement of the nutrition of worker families. Over time the scope of MAGGI has been extended from a predominantly dehydrated cooking aid brand towards a general savory food brand including many types of ready meals and also frozen food. This is in line with the fact that people all over the world are cooking less and less from scratch. There is a wide range of MAGGI products marketed worldwide in several countries. These include dehydrated bouillon, granulated seasoning, soups, recipe mixes, snacks, frozen foods, etc. In 1863 Julius Maggi developed a formula for bring added taste to meals, which later became lead to the beginning of Maggi and convenience food products. MAGGI, known worldwide for innovation and quality worldwide, understands that consumers are usually under great pressure in terms of time, budget, cooking skills etc and therefore tries to establish a bond through giving ideas and advice that make providing food easier. This results in the food provider being appreciated by family and friends. Maggi as a brand is globally known in the product category of bouillon or soup cubes. Nestle decided to introduce Maggi brand in India in the same product category. This soup was initially test marketed in 1974 in Kerala. The response was not encouraging. Having then realized that the dietary habits of Keralites are not conductive to the idea of drinking soup, test marketing of the brand extended to Goa with the idea that Goan food habits have some similarity with western habits. Fortunately for the company, the test turned out to be positive and Maggi became an accepted brand in India. Maggi has faced lot of hurdles in its journey in India. The basic problem the brand faced is the Indian Psyche. Indian Palate is not too adventurous in terms of trying new tastes. That may be the reason why we are still stuck with Idli and Sambhar.
So a new product with a new taste that too from a different culture will have difficulty in appealing to Indian market. As of now, Maggi is the brand for 2-minute noodles, Chinese noodles, ketchups and sauces for Nestle. As per the latest available data, sales of Maggi 2-minute noodle in India are highest among all other Nestle products worldwide. Analysts say Nestle, which faced one of the most challenging years in the FMCG industry in 2003, has realised that unless it continuously innovates in an endeavour to provide value-for-money to consumers, the company's bottomline may be impacted in the long run.
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. It was a very clever move, which paved way for subsequent variants such as 1. Tomato Chilli 2. Masala Chilli 3. Chilli Garlic

PRODUCT LINE Tomato Ketchup Hot & Sweet Tomato Ketchup (With onion & garlic) Teekha Masala Tomato Chatpat Tomato Pudina
INDUSTRY ANALYSIS
PORTERS FIVE FORCE ANALYSIS
BUYERS POWER Consumer have bargaining power, Price sensitivity is more, Concentration on firm more, Buyer volume large
THREAT OF SUBSTITUTES Less substitutes, Buyers switching cost is more, Not available easily.
INDUSTRY RIVALRY Highly competitive. Competition is based on price, quality and innovation, More advertising expense, Powerful competitive strategy.
POTENTIAL ENTRANTS Very less entry barriers, Access to distribution is major problem, Industry more profitable.
SUPPLIERS POWER Volume benefits, Optimal suppliers, Suppliers switching cost more, Presence of substitutes.
RESEARCH METHODOLOGY
of
The present study constitutes the comparison of the Brands the Maggi Tomato Ketchup Nestle India Ltd. and Kissan Tomato Ketchup of Hindustan Unilever Ltd.
The steps involved in the research are: 1. SURVEY METHODS: Customer survey for primary data: We asked the customers to rank the various attributes on a scale of 1 to 5 from lowest to highest through questionnaire.
2. QUESTIONNAIRE DESIGN: The questionnaire was prepared by identifying the various variables i.e. product, price, place, promotion. The same scale of yes/no, high-medium-low and rating 1 to 5 were used to make the respondents comfortable. Separate questionnaire were prepared for customer and retailer. 3. SAMPLING DESIGN: First we defined our target population as the people who are involved in the purchase of house hold items. Then we used random sampling in conducting the survey. Our sample mainly had females from different age groups. 4. LOCATION FOR THE SURVEY: Our survey is limited to the Pune city regions only. 5. SAMPLE SIZE: The survey consists of more number of females (more than 60% of the total sample size). Most of the respondents are from the middle and upper middle class. The sample size is 150 respondents.
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DATA ANALYSIS AND INTERPRETATION
RETAILER 1. Tomato Ketchup brands which are available in the stores Maggi, Kissan, Heinz, Smith & Zones, Tops and Cremica. Few local brands are also present such as Surabhi. Retailers keep all the major brands and also some local brands of tomato ketchup. 2. According to retailers survey almost all customers ask for a particular brand of tomato ketchup which they use and like. 3. All the retailers keep the new variants of both Maggi and Kissan tomato ketchup. 4. The level of discount offered by Tomato Ketchup is
Rating 1 2 3 4 5
Maggi 0 0 7 3 0
Kissan 0 1 8 1 0
This data reveals that the level of discount offered by Maggi and Kissan tomato ketchup is same and is average. 5. According to the survey the tomato ketchup companies do not give any additional incentives to retailers for promoting their product. 6. Offers which are usually given by companies Offers Discounts Buy one get one free Combo pack Extra quantity Others Maggi 8 1 0 3 0 Kissan 3 1 5 2 0

The level of discounts offered by Maggi and Kissan is almost the same but it do not continue throughout the year, it is seasonal or during festivals.
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7. Tomato ketchup is easily available from wholeseller/distributor to retailers of both the brands Maggi and Kissan thus it reveals that the distribution network and supply chain management of both companies is good. 8. The tomato ketchup brand which is most preferred by customers is Brands Maggi Kissan Heinz Smith & Zones Tops Cremica Others Preferences 6 4 0 0 0 0 0
The most preferred tomato ketchup brand according to retailers is Maggi. 9. The brand of tomato ketchup which yield retailer more profit margin is Brands Maggi Kissan Heinz Smith & Zones Tops Cremica Others Preferences 0 0 0 0 0 0 5
The profit margin for all the standard brands is the same but retailer earn more profit margin from local brands of tomato ketchup. 10. Customer perception on Tomato ketchup buying decision according to retailer is Attributes Colour Taste Thickness Price Discounts High 1 10 2 7 8 Medium 6 0 5 3 2 Low 3 0 3 0 0

This reveals that consumers of tomato ketchup give more importance to taste, price and discounts whereas colour and thickness get moderate importance. CUSTOMER 1. People who have at least once consumed tomato ketchup of Brand Maggi Kissan Yes 127 121 No 23 29
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This reveals that people know both the brands very well and most of the people have tried both brands. 2. People those who have not consumed tomato ketchup of either brand because of Reasons Lack of awareness Lack of availability You find it expensive You dont like the product Other Maggi 0 0 19 4 0 Kissan 0 0 13 16 0
This reveals that people are aware of both the brands and both the brands are available in the market. Majority people who do not use Maggi tomato ketchup found it expensive and those who do not use Kissan tomato ketchup dont like the product. 3. People came to know about Tomato Ketchup from Sources Newspaper T.V. Radio Point of sale Word of mouth Other Maggi 5 118 0 19 8 0 Kissan 9 92 0 27 22 0
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This reveals that for both brands Maggi and Kissan, T.V. advertisement is the major source of information. Thus we can infer that both companies have been successful in their promotion strategies involving electronic media. 4. People remember any of the T.V. advertisements of Brand Maggi Kissan Yes 116 88 No 34 62
This reveals that majority of people remember T.V. advertisement of Maggi tomato ketchup. So it can be concluded that Maggi promotional team has far been successful in positioning its Tomato ketchup in the mind of people. On the other hand almost 50% people do not remember any advertisement of Kissan tomato ketchup. 5. Celebrity endorsement prompt people to purchase tomato ketchup of Brand Maggi Kissan Yes 39 39 No 111 111
This reveals that celebrity endorsement does not influence the buying decision of majority of consumers for both the brands. It also infers that reference group does not make any impact on consumers mind. 6. The level of discounts/offers available with Rating 1(low) 2 3 4 5(high) Maggi 5 41 77 27 0 Kissan 24 52 65 9 0
This reveals that Maggi tomato ketchup is positioned in the mind of the consumers and its various discount offers to major extend whereas Kissan tomato ketchup discount offers are considered to be average or low by majority respondents.

7. Offers available which influence respondents the most to purchase Offers Price discounts Buy one get one free Combo pack Extra quantity Others Maggi 25 58 36 17 14 Kissan 25 58 36 17 14
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This data infers that Buy one get one free offer is the first choice of the respondents and consumers are price sensitive, they prefer buying when these offers are running around. 8. Tomato Ketchup easily available to respondents Brand Maggi Kissan Yes 127 121 No 0 0
This reveals that both brands of tomato ketchup are easily available in market and thus the distribution network of both companies is good. 9. The size of Tomato Ketchup respondent usually purchase Maggi 21 32 38 59 Size Pichkoo 200 gm 600 gm 1 kg Kissan 29 32 35 54 Size Squeezo 200 gm 600 gm 1 kg
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This figures out that the larger sized bottle of both brands are largely demanded even in the presence of smaller sized bottles and even the new Pichkoo pack. 10. Attributes of Tomato ketchup which respondents prefer Attributes Taste Colour Thickness Price Maggi 89 78 54 83 Kissan 61 72 96 67
This data infers that Maggi tomato ketchup is good in taste as compared to Kissan tomato ketchup. The thickness of Kissan tomato ketchup is more than Maggi tomato ketchup.
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FINDINGS
PRODUCT 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. The product is bright red in color. The thickness is less as compared to Kissan. PROMOTION
They promote their product very effectively through television, They have applied the strategy of brand extension. They also sponsor various cookery shows to promote alternate usage of products. They also use strategy of free product samples to promote it. Celebrity endorsements. Eg. Javed Jafferi

PLACE
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The distribution network is well spread as it is easily available in all kirana stores, retail store etc. PRICE Its Maggi Rich Tomatoes is priced at Rs 90 (1 kg bottle with 20% free offer) and Rs 26 (200 gm bottle). The form shape, size, physical structure of Maggi is very attractive as it is easy to carry, comes in various packs and sizes according to customers convenience. For example Maggi Pichkoo ketchup packs which is a smaller quantity consumption variant. The various features of Maggi Tomato Ketchup are first of all its perfect taste according to the Indian touch & spices, its pocketabililty factor, packaging, easily transformation of recipe according to the different tastes of consumers, an ideal preparation recipe at the back of its pack & above all its competitive prices. Quality is the main factor on which Maggi Tomato Ketchup emphasizes as it is Maggis 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. 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 Maggis 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. It is an Indian customers 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. 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 "Its different". Brand Image: 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. The ads featuring Javed and Pankaj kapoor was superb and funny. It was created by JWT. The new campaigns are handled by Publicis and the baseline has been changed to "Enjoy the Difference". In this case even though the new baseline "Enjoy the Difference" was not very different from the old one. We strongly feel that the brand managers should take the ownership of the brand and the way it is communicated. If it is left to agency alone, every time the agency changes, the
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communication changes. These additions made a point of difference against competitors Tomato Ketchup. Their main positioning message is Enjoy the difference. With the successful extension of brand and right positioning, Nestle emerged as market leader in ketchup segment by 1999.
KISSAN TOMATO KETCHUP
PRODUCT It is available in different variants: Kissan Ketchup and Kissan Sauce (no onion no garlic), Kissan Tomchi. The colour is dark red. The thickness is more as compared to Maggi Ketchup. PROMOTION Less promoted as compared to maggi. No particular celebrity endorsement. PLACE The distribution network is well spread as it is easily available in all kirana stores, retail store etc.
PRICE Its Kissan Ketchup and Kissan Sauce (no onion no garlic) are priced at Rs 91 (1 kg bottle), Rs 49 (500 gm bottle) and Rs 60 (600 gm squeezy pack), while Kissan Tomchi is priced at Rs 53 (500 gm). The utter confusion regarding the long-term strategy for Kissan brand was visible through the experiments that were conducted on this brand by Hll. But with a brand which had a tremendous equity during the late nineties and early 2000, HUL
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had weird plans. One of the major casualties of MS Banga's Power brand strategy was Kissan. During the early 2000, the brand Kissan was rebranded as Kissan Annapurna. Kissan Annapurna was marketing not jams and squashes by Atta, salt and other staple foods. Later Annapurna and Kissan was splited into two separate brands , one concentrating on staple foods and other on processed foods. This migration strategy proved to be very costly for both Kissan and Annapurna brand. Kissan was synonymous with Jams and Squashes during its initial years. Kissan Ketchup was a market leader in ketchup segment but these experiments and myopic strategies pushed the brand behind the focused and aggressive Maggi. So all through the period 2001-2005, Kissan was in a sticky wicket. But now according to reports, the brand mandarins of HUL is now clear about Kissan as a brand for processed food like Jams , ketchups and like. That change is visible in the recent campaign of Kissan which takes a unique view of Ketchup. 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. The brand takes the positioning of a "Great Accompaniment ".
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RECOMMENDATIONS
PRODUCT The ketchup is thinner as compared to Kissan. According to our inference thickness is one important criteria which affects buying behaviour. Hence company should work on the thickness of the ketchup. Company should work on taste also. According to the data collected people prefer the taste of Kissan. They should maintain quality of the product. PLACE Most of the people buy Maggi Ketchup from local kirana stores. But organized sector is booming and according to our survey majority people buy Maggi Ketchup from Retail Stores. Hence they should increase the visibility of the product in Retail Stores and hence effective distribution network. PROMOTION 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. The frequency of TV advertisements has decreased. They should try to come out with more innovative advertisement to catch the attention of the customers. They should promote their new product PICHKOO as people are less aware of this new size. It could increase the market share tremendously as it is very convenient to carry.
PRICE It should be more competitively priced. Customers perceive it to be highly priced.
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RETAILER QUESTIONNAIRE
OBJECTIVE:- To study the brand perception of Maggi Tomato Ketchup. 1. Name: 2. Owner Name: 3. Location: 4. Which of the following Tomato Ketchup brands you keep in your store? (a) Maggi (d) Smith & Zones (g) Other 5. Do customers themselves ask forMaggi Tomato Ketchup Kissan Tomato Ketchup 6. Do you keep new variants ofMaggi Tomato Ketchup Kissan Tomato Ketchup 7. What is the level of discount offered by Maggi Tomato Ketchup 1 2 3 4 5 Yes Yes No No Yes Yes No No (b) Kissan (e) Tops (c) Heinz (f) Cremica
Kissan Tomato Ketchup
8. Company gives any incentives for promoting its brandMaggi Tomato Ketchup Kissan Tomato Ketchup Yes Yes No No

9. Which offers are usually given by companyMaggi (a) Discount offers (b) Buy one get one free (c) Combo pack (d) Extra quantity 10. Is tomato ketchup easily available from wholeseller/distributor? Maggi Tomato Ketchup Kissan Tomato Ketchup Yes Yes No No Kissan
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11. Which of the following tomato ketchup brand is most preferred by customers? (a) Maggi (d) Smith & Zones (g) Other 12. Which of the following brands of tomato ketchup yield you more profit margin? (a) Maggi (d) Smith & Zones (g) Other 13. According to you rate the customer perception on Tomato ketchup buying decisionHigh (a) Color (b) Taste (c) Thickness (d) Price (e) Discount offers Medium Low (b) Kissan (e) Tops (c) Heinz (f) Cremica (b) Kissan (e) Tops (c) Heinz (f) Cremica
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CUSTOMER QUESTIONNAIRE
OBJECTIVE:- To study the brand perception of Maggi Tomato Ketchup.
1. Name: 2. Location:
3. Do you consume tomato ketchup?
Yes
No
4. Have you ever usedMaggi Tomato Ketchup? Kissan Tomato Ketchup? Yes Yes No No
5. If no, it is because: For Maggi/Kissan
(a) Lack of awareness (b) Lack of availability (c) You find it expensive (d) You dont like the product (e) Other
6. You came to know about Tomato Ketchup from : Maggi Kissan
(a) Newspaper advertisements (b) Radio (c) T.V. advertisements (d) Word of mouth (e) Point of sale (f) Other sources
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7. Do you remember any of the T.V. advertisements ofMaggi Tomato Ketchup? Kissan Tomato Ketchup? Yes Yes No No
8. Does celebrity endorsement prompt you to purchaseMaggi Tomato Ketchup? Kissan Tomato Ketchup? Yes Yes No No
9. Have you tried new variants after viewing the advertisements ofMaggi Tomato Ketchup Kissan Tomato Ketchup Yes Yes No No
10. What is the level of discounts /offers available with Maggi Tomato Ketchup 1 2 3 4 5
Kissan tomato Ketchup
11. Which of the offers available influence you the most to purchaseMaggi (a) (b) (c) (d) (e) Discounts offer Combo packs Extra quantity Buy one get one free Other Kissan
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12. Is Tomato Ketchup easily available to you? Maggi Kissan Yes Yes No No
13. Which flavor of Tomato Ketchup you like the most? Maggi Tomato Ketchup Hot & Sweet Tomato Ketchup (With onion & garlic) Teekha Masala Tomato Chatpat Tomato Pudina Kissan Tomato Ketchup Tomchi No garlic no onion
14. What is the size of Tomato Ketchup you usually purchase? Maggi Pichkoo Pack 200 g 600 g 1kg Kissan Squeezu pack 200 g 600 g 1 kg
15. Tick the level of importance according to your preference: Maggi (a) Taste (b) Colour (c) Thickness (d) Price
Kissan

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