ADVERTISING EFFECTIVENESS OF PACKAGED ATTA

SHEKHAR SANE 08BS0003110 SHASHWATENDRA SINGH 08BS0003097 SHRUTI CHHABRA 08BS0003193 SHAIKH FARHA 08BS0003058 SHWETA TIWARI 08BS0003228

SEC: E

BATCH 2008-10

EXECUTIVE SUMMARY

Considering the good growth prospects in the packaged atta sector many players are entering in the market. The survey was done to study the Advertising Effectiveness of Packaged Atta. But, why do we study the advertisement effectiveness? The study shows that advertisement is the most influential medium of making people aware of the brand/product. There are many factors which make the advertisement effective & leave an impact on consumers mind which later work as ingredient for recall value. We took 3 major brands to conduct the study: Pillsbury, Annapurna & Shakti Bhog. In the study, we observed how some different factors used in the advertisement make the impact on the consumers. For instance, nutrition value showed in the advertisement make the consumer to have a perception of the brand providing more nutrition as compared to any other brand. We observed that the majority of the consumers of packaged atta were having annual income of more than Rs. 3 lakhs. Through different questions asked in the survey, we can infer that people are getting more health conscious when it comes to buy packaged atta. Different tools (product visibility, story line etc.) were used in the advertisements to make an impact on the consumers mind. The study shows pictuarization & story line as the prominent tools in the advertisement to drive customers to the shop. The aspects like nutrition value, trust on brand are the key aspects while buying the packaged atta. The tag line is considered to be the one of the recognizing factor of the Brand Recognition. Annapurna scores high on this aspect as compared to any other brand which makes it high on the Brand Recognition aspect. The study highlighted that the brand who was able to unders tand the consumers mindset would rule the market. Pillsbury has come up as the brand which is able to get in tune with the pulse of the customers perception. Its advertisement not only shows the nutrition value (the influential reason-shown in the study) of the product but scores high on the pictuarization aspect as well.

CONTENT

Page no. 1. 2. 3. 4. 5. 6. 7. INTRODUCTION OBJECTIVES AND METHODOLOGY DATA ANALYSIS FIELD FINDINGS/ OBSERVATIONS CONCLUSION SUGGESTIONS/ RECOMMENDATIONS BIBLIOGRAPHY 1 3 5 18 19 21 22

INTRODUCTION
India has always been as attractive destination because of its size. It provides large opportunities to bring something innovative, which have fuelled the enthusiasm to enter into any Industry. Same is true in case of Food Industry, which has seen a revolutionary change in the past few years. With the increased earnings in families coupled with a fast paced life has opened up numerous new avenues and one of them is the packaged atta (wheat flour). Food is a powerful symbol of cultural identity. Wheat, considered to be a staple part of diet for most of Northern and Western parts of India, is also finding its way into the culinary habits of the South and the East where rice has traditionally ruled the platter. The bulk of wheat is converted into whole wheat flour or atta, used to make flat bread or rotis. While atta and rotis are central to Indian food, packaged atta is a novel concept. The market is characterized by traditional chakki atta, where the housewife buys grain and has it freshly ground in a local flour mill or chakki. The current size of the branded, packaged atta is approximately one million tonnes or 2% of total market of approximately 45 million tonnes. The major market is of families where both husband & wife are working, office goers or those families which dont have a flour mill nearby.

Market size
2%

packaged atta flour mill atta 98%

Most families still prefer going the traditional way and doubt the quality of packaged atta. They still practice purchasing wheat from market, cleaning it by hands, storing them and then

taking small quantities of wheat to neighborhood mill or chakki to get it ground between two stones to convert it into flour. Selling packaged flour is almost revolutionary in India, where most Indian housewives still buy raw wheat in bulk, clean it by hand, store it in huge metal hampers and every week or month, and carry some to the neighborhood mill, or chakki, where it is ground between two stones. The major players in this Industry in India are Annapurna atta (Unilever group), Shakti Bhog atta (ITC group) and Pillsbury chakki fresh atta (Pillsbury International). The branded packaged atta industry, although small, is highly competitive and there is tough competition going on between the firms operating in this segment. The purpose of carrying out the study about Advertising Effectiveness of Packaged Atta was quite important as to get an insight about how attractive & effective the advertisements of the various players are to attract the attention of customers to purchase their product.

OBJECTIVES AND METHODOLOGY

The main objective of the study was: To study the adve rtising effectiveness of packaged atta. The sub objectives of the study were: 1. To measure the Brand awareness of people. 2. To measure the Ad awareness of people. 3.To measure the Recall level of advertisements. RESEARCH DESIGN This study was CAUSAL in nature. The study aimed at measuring the effectiveness of advertisements of packaged atta brands. The study was conducted in Pune city at Aundh area at retail malls like Subhiksha, Reliance fresh, Spencers and RPGs More. The relationship between advertisements and its effectiveness is of reciprocal type i.e. a person goes through a particular advertisement, which leads him/her to buy that brand of the product. Type of contacts (sample) Sample of the study were the housewives and people coming for shopping at various retail outlets. Bifurcation of contacts Sampling technique : the techniques used for sample selection were Stratified Random and Area Sampling. Contact method: we asked the people/customers of the retail stores to have a look at the advertisements and provide us their response. Type of respondents: a) b) Consumers/Individuals. Retailers.

RESEARCH METHODOLOGY

Procedure of Data collection The researchers approached the retail stores and the data was collected from consumers coming to the retail stores for purchasing. Firstly consumers were oriented about the study. Those who were willing to participate were given background information forms to be filled at the same time. Then the participants were interviewed. The response of the respondents was noted down by the researcher during the interview process. Each interview was conducted in person. Field testing of the Questionnaire The Questionnaire was field tested on two respondents with the following objectives: 1. 2. 3. 4. Feasibility of the questionnaire. Sensitizing the researcher to the process of interviewing. Average time required per interview. Appropriateness of the sequencing of the questions.

Data Analysis Data Analysis was essentially quantitative. Final conclusion was drawn after analyzing the data obtained from the survey. Time frame We required 22 days to carry out this survey starting from 19 th December 2008 to 10 January 2009. Human Resources There were 5 researchers carrying out the survey.

DATA ANALYSIS 1. Dem ographi c Di stincti on:

GENDER MALE FEMALE TOTAL NUMBER 29 121 150

GENDER OF RESPONDENTS

140

NUMBER OF RESPONDENTS

120

100
80 60 121

40
20 0 MALE FEMALE

29

Inference: The survey reflects the female dominance on the survey, where female respondents outnumbered the male respondents.

2. Annual inc ome of the res pondents :

ANNUAL INCOME < 1.5 L 1.5 L - 3 L 3 L - 4.5 L > 4.5L VALUES 5 32 53 60

INCOME LEVEL OF RESPONDENTS

60 53

60 NUMBER OF RESPONDENTS
50 40 30 20 32

5 10
0

VALUES
ANNUAL INCOME IN Rs LAKHS

< 1.5 L

1.5 L - 3 L

3 L - 4.5 L

> 4.5L

Inference: From the response we can infer that most of the users (113 of 150, 75.3%) of packaged atta were having income more than Rs 3 lakhs per annum. We can also infer that a significant section of society (24.67%) still prefer getting flour from chakki.

3. Sources of information:

SOURCE ADVERTISEMENTS FRIENDS/RELATIVES SHOPKEEPER OTHER

NUMBER 38 33 9 5

SOURCE OF INFORMATION
40

38
33

NUMBER OF RESPONDENTS

35
30

25
20 15 10 5 9

NUMBER

Inference: We can infer that buying behavior is highly influenced by the advertisements. People prefer to base their buying decision on advertisements and credible sources like friends or relatives rather than sources whose credibility is dubious, like suggestions of shopkeepers. Publicity in the form of word of mouth is a significant source of information.

4. Reason to purchase a particular brand:

REASON NUTRITIONAL VALUE TRUST ON BRAND COST AVAILABILITY IN VICINITY OTHER

NUMBER 38 32 9 20 1

REASON TO PURCHASE PARTICULAR BRAND

NUMBER OF RESPONDENTS 38
40 35 30 25 20 15 10 5 0 32

20
9

1
NUMBER

Inference: People are more health conscious and give higher priority to Nutritional value. As Atta is a staple part of diet, people are mostly reluctant of experimenting and thus are Brand loyal.

5. Use of packaged atta:

USE OF PACKAGED ATTA YES NO TOTAL

NUMBER 71 79 150

USE OF PACKAGED ATTA

YES NO

53%

47%

Inference: Of the respondents, almost equal proportion of people use packaged data. This is a strong indication of the fact that there is a significant change in consumer buying habit from highly conservative style to open to consumerism.

6. Brand Recall based on previous experiences:

BRAND SHAKTI BHOG ANNAPURNA PILLSBURY OTHER

NUMBER 33 61 71 4

BRAND RECALL
OTHER 4

PILLSBURY BRAND

71

ANNAPURNA

61

NUMBER

SHAKTI BHOG

33

10

20

30

40

50

60

70

80

NUMBER OF RESPONDENTS

Inference: People were able to recall the PILLSBURY brand followed by ANNAPURNA brand, which implies that they enjoy a higher recall value than their competitors.

7. Messages from Advertisements:

MESSAGE Do you believe Packaged Atta contribute to the growth of your children? Are you getting the same taste as if you were, using Chakki Atta? Do you believe consuming Packaged Atta is Healthier? YES 84 69 84 NO 48 65 48

MESSAGES FROM THE ADVERTISEMENTS

NUMBER OF RESPONDENTS
100 80

84
84 69 48 48 65

60
40 20 0

YES NO Do you believe Packaged Atta contribute to the growth of your children? Are you getting the same taste as if you were, using Chakki Atta?

Do you believe consuming Packaged Atta is Healthier?

MESSAGES

Inference: Pillsbury (Q1) and Annapurna (Q3) were able to convey their message to almost 56% of the respondents. Shakti Bhog (Q2) was able to convey its message to only 46% of the respondents.

8. Rating of the Advertisements:

R1: Lowest R5:Highest BRAND PILLSBURY ANNAPURNA SHAKTI BHOG R1 5 10 40 R2 12 40 41 R3 32 41 18 R4 28 33 23 R5 51 6 12

RATINGS OF ADVERTISEMENTS
60 51 NUMBER OF RESPONDENTS 50 40 41 40 30 32 28 23 18 12 5 10 6 12 33 40 41 R1 R2 R3

20 10
0

R4
R5

PILLSBURY

ANNAPURNA BRANDS

SHAKTI BHOG

Inferences: When we see the overall ratings of the advertisements, Pillsbury emerge as the overall winner.

9. Remembrance of the Tag Line:

CORRECT TAG LINE REMEMBER AD PILLSBURY 59 71 ANNAPURNA 50 61 SHAKTI BHOG 32 33

REMEMBRANCE
71
NUMBER OF RESPONDENTS 80 70 60 50 40 30 20 10 0 61

59
50

33 32
REMEMBER AD

PILLSBURY ANNAPURNA SHAKTI BHOG BRAND

CORRECT TAG LINE

CORRECT TAG LINE

REMEMBER AD

Inferences: Pillsbury enjoys the top spot in response for ad remembrance and correct tag line category.

10. Effectiveness of the different factors of the Advertisements: Individually PILLSBURY

BRAND PILLSBURY JINGLE 17 PRODUCT VISIBILITY 18 STORY LINE 29 PICTUARIZATION 86

PILLSBURY
PICTUARIZATION 86

STORY LINE

29

PRODUCT VISIBILITY

18

JINGLE 0 10

17 20 30 40 50 60 70 80 90 100

Inferences: Pillsbury gets the highest ranking in Pictuarization category, implying that this was the most influencing factor to influence in the advertisement.

ANNAPURNA
BRAND ANNAPURNA JINGLE 23 PRODUCT VISIBILITY 30 STORY LINE 73 PICTUARIZATION 24

ANNAPURNA
PICTUARIZATION
24

STORY LINE

73

PRODUCT VISIBILITY

30

JINGLE 0 10 20

23 30 40 50 60 70 80

Inferences: Annapurna gets the highest ranking in Story Line category, implying that this was the most influencing factor to influence in the advertisement.

SHAKTI BHOG
BRAND SHAKTI BHOG JINGLE 31 PRODUCT VISIBILITY 44 STORY LINE 48 PICTUARIZATION 27

SHAKTI BHOG
PICTUARIZATION 27

STORY LINE

48

PRODUCT VISIBILITY

44

JINGLE 0 10 20 30

31 40 50 60

Inferences: In case of Shakti Bhog, we are not able to identify a unique feature which prominently influence in the advertisement, as all the factors got nearly same number of responses.

11. Effectiveness of the different factors of the Advertisements: Comparative Study

BRAND PILLSBURY ANNAPURNA SHAKTI BHOG

JINGLE 17 23 31

PRODUCT VISIBILITY 18 30 44

STORY LINE 29 73 48

PICTUARIZATION 86 24 27

PICTUARIZATION

27 24 86 48

STORY LINE 29 44 PRODUCT VISIBILITY 18 31 JINGLE 23 30

73

SHAKTI BHOG ANNAPURNA PILLSBURY

17
0 20 40 60 80 100

Inferences: We can infer that people look for Pictuarization and Story Line in the advertisement, and thus consider them as the most effective factors in advertisement.

FIELD FINDINGS/OBSERVATIONS
1. There were positive and enthusiastic responses of people participating in the survey. They were amazed by the new way of conducting survey by first showing advertisements and then giving responses. 2. People were comfortable in participating in the survey mostly in the noon and evening time when they were relaxed and were not having any hard pressed commitments.

3. People recalled most of the features of the packaged atta when they saw the advertisements, which helped them to answer the questions. 4. Some people were a bit reluctant in participating in the survey as they misunderstood us for salesperson. We had to convince them about our identity, after which some agreed to participate in the analysis.

CONCLUSION

On the basis of the research which we have conducted, we can put forth following conclusions:

We observed that there is a correlation between the consumers buying reason & the highlighting feature of the advertisements: 1. As per the survey, Nutrition Value is the driving reason to buy package atta & the advertisements of Pillsbury & Annapurna highlight the same value in their advertisements successfully (the reason for their success). While Shakti Bhog on the other hand emphasized on the taste factor which was unable to drive consumers to buy Shakti Bhog atta. 2. Brand recall before or after watching the advertisement reflects the fight between Pillsbury & Annapurna. Shakti Bhog still striving hard to make an impact on peoples mind. 3. Story line emerges as the most effective factor of the advertisements (147 responses) followed by the picturization of the advertisement (135 responses).

4. Recall value of the advertisements reflects the effectiveness of the advertisements: Pillsbury & Annapurna were able to convey the message to 56% of the respondent while Shakti Bhog was able to make an impact on only 46% of the respondent. 5. When we see the overall performance of the advertisements, its Pillsbury which steals the show with 51 responses in the most liking category. 6. An interesting revelation come into sight when respondent ,who said they remember the advertisement were checked on the tag line factor, many of them fail to identify the correct tagline. However, Annapurna can claim to have a tag line which reaches to the masses, 50 out of 61 respondents identified the correct tag line. 7. On the basis of data, we can conclude that Pillsbury enjoys the highest Brand Awareness, whereas Annapurna enjoys having the highest Brand Recognition.

Its Pillsbury who emerges as a winner on the grounds of effectiveness. Whether its brand awareness or the advertisement effectiveness, Pillsbury is able to check the pulse of the consumers and conveyed the message successfully. However, Annapurna is giving the tough fight to Pillsbury on different fronts be it the message conveyed to the consumers or the highlighting feature of the advertisement- nutrition value. But Shakti Bhog has to do a lot of ground work: it fails to communicate the message; focusing on the factors like taste, product visibility etc. which are not come up as the motivating reasons to buy its product.

SUGGESTIONS/ RECOMMENDATIONS

On the basis of the research which we have conducted, we can suggest that S hakti Bhog should focus on the nutrition aspect of the product rather than taste. The advertisement need to be made which can increase the recall value of the brand. An advertisement should reflect USP which can leave an impact in the minds of consumers.

BIBLIOGRAPHY

Pillsbury Presses Flour Power in India by Miriam Jordan, from The Wall Street Journal. Marketing Management by Philip Kotler.