PROJECT WORK

On
COMPARISON OF
MARKETING MIX
Of
MAGGI TOMATO KETCHUP
and
NESTLE KISSAN KETCHUP

In Partial Fulfillment Of Bachelor In Business Administration

SUBMITTED TO: SUBMITTED BY:

Mona Sodhi Archan
BBA 3rd (1319)
GOVERNMENT COLLEGE OF COMMERCE AND BUSINESS
ADMINISTRATION
SEC-42, CHANDIGARH

1
 ACKNOWLEDEMENT

In the begining, in all thanks to “THE ALMIGHTY” for showering his

blessings on me.All the material has been compiled after doing all these
tasks practically

I would like to convey my heartiest thanks to all the people for giving their
valuable time to let me understand their “behaviour” and thus lead to
completion of this project.

I would like to extend my gratitude to all the faculty for making me familiar
deeply with tasks of their respective field and giving personal attention to
learn the tasks.

First of all I’m indebited to Dr. Rosy Walia Joshi for her support and
constant guidance.

Next I would I like to acknowledge My Teacher- Miss Mona Sodhi to

guide me in making project in right field.

Last but not the least, the credit for making me able to learn goes to my
“family”. My parents help and support me

2
 DECLARATION

Certified that this project report entitled on “COMPARISION OF

MAGGI TOMATO KETCHUP AND NESTLE KISSAN
KETCHUP’’ is a record of original work done independently by
Archan under my guidance and supervision and that it has not
previously formed the basis for the award of degree, diploma,
fellowship, associateship and other similar title to her.

Date: Miss Mona Sodhi

3
 SELF DECLARATION

I hereby declare that this project report entitled “Comparison of

Maggi tomato ketchup and nestle Kissan ketchup’’ is a record of
original work done independently by Archan under my guidance
and supervision and that it has not previously formed the basis for
the award of any degree,diploma,fellowship,associate ship and
other similar title to her.

DATE ARCHAN

4
 CONTENTS

Summary

i. Introduction

ii. History of maggi and nestle

iii. Objective of the study

iv. Marketing Mix

v. Research Work

vi. Conclusions

vii. Suggestions

viii. Bibliography

5
 SUMMARY

This project titled ‘Comparison of marketing mix of maggi tomato

ketchup and nestle tomato ketchup’ is a study which seek to define the
image of two ketchup brands products –
Maggi kissan ketchup and nestle tomato ketchup have 6 attributes :-
Hot & Sweet,Tomato Ketchup (With onion & garlic),Teekha
Masala,Tomato Chatpat,Tomato Pudina, Imli ketchup etc.

DATA COLLECTED METHOD

6
A survey was conducted on 50 people living in and around the city of
CHANDIGARH and SHIMLA to elicit their responses, on which the
results and findings of this study are based.

It tells the method used for data collected. It then gives

the description of the sample based on various parameters as Gender,
Age , Status.

INTRODUCTION
7
Increase in the number of competition between brands of ketchups,

makes the competition more tougher and difficult, not only for the

distributors but for the consumers also. Its very difficult for the

buyers to choose the product, which is best to use or which product

is not. So here with the help of marketing mix (product, price,

place, promotion) ,it become easy for the buyers to choose a best

item of ketchup for the market.

EXECUTIVE SUMMARY

8
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. India’s 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 950
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 today’s scenario.
Till 1970’s and 80’s 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.
Through this project we have studied 4 P’s of marketing mix which includes
PRODUCT, PRICE, PLACE and PROMOTION for Maggi Tomato
Ketchup.
Product highlights various attributes of the product. Price helps us in
analyzing whether it is competitively priced or not. Promotions showcases
which mode of promotion is most effective and how do consumers respond
to various celebrity endorsements. Place focuses on efficiency of distribution
network of Maggi Tomato Ketchup.
Towards the end I have suggested some recommendations as a group on how
can I improve the marketing mix of the product.

HISTORY OF NESTLE

9
Nestlé, 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 Lactée Henri Nestlé Company set up in
1867 by Henri Nestlé to provide an infant food product.
The first Nestlé factory to begin production in the United States was opened
in Fulton, Oswego County, New York.

Nestlé India Ltd. (NIL), the Indian subsidiary of the global

FMCG major, Nestlé SA, introduced the Maggi brand in India in 1982, with
its launch of Maggi 2 Minute Noodles, an instant noodles product. Nestlé
India’s business objective and that of its management and employees is to
manufacture and market the Company’s 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

10
(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 brands- Maggi.

NESTLE KISSAN

11
NESTLE BRAND VALUE - $9.11 bn
RANK – 77TH PALCE
Kissan acts as a catalyst , easing stressful moments at the dining table . with
kissan , good food is loved not shoved !
Kissan wants to be the brand which will help dissolve tension between
mother and the family during informal good food moments.
Key facts :- kissan is in its 62nd year of its existence in India.
Category leaders in Jams with an all India Share of 65.

Kissan tomato ketchup

12
 HISTORY OF MAGGI

Maggi is an over 100-year-old Nestlé 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.

13
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.
14
 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.

15
 FIGHT BETWEEN MAGGI AND KISSAN
KETCHUPS

The ketchup market in India is estimated to be around Rs 220 crore, largely

dominated by Nestlé’s Maggi that owns 47% of the market and the Kissan
that owns 26%.
Upto mid eighties Kissan was the number one brand in Tomato Ketchup and
around that time the competition came from Maggi -- a Nestlé’s 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

16
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 upstad newcorner 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 50% of the market.

17
 MAGGI TOMATO KETCHUP

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

18
PRODUCT LINE
• Tomato Ketchup
• Hot & Sweet
• Tomato Ketchup (With onion & garlic)
• Teekha Masala
• Tomato Chatpat
• Tomato Pudina

19
 OBJECTIVE

In this project, the main focus was to analyze Tomato Ketchup taking into
consideration the 4 P’s of the marketing mix.

• To analyze various product attributes of Ketchups & Sauces and its

management in the current scenario.

• To study the entire distribution mix of the product line.

• To critically comment on the pricing strategy adopted by the company.

• Lastly my study will also focus on the various promotional aspect of the
brand in lieu of ketchup and also promotional mix of the product line.

All these objective were to analyze the performance of a particular product

line of a brand followed by the suggestions which as a group have given in
order to improve their performance in the future and also learned various
useful aspects which they have devised and implemented that has bettered
their performance.

20
 SCOPE OF THE STUDY

The brand value of Nestle is $9.11bn which is approximately 5% of the

enterprise value as in August 2008(Source: The daily newspaper journal
“The Mint” dated 17 September, 2008). 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.

The ketchup market in India is estimated to be around Rs 220

crore, largely dominated by Nestlé’s Maggi that owns 47% of the market and
the Kissan that owns 26%. Globally, it's only a blip- but India consumes
about 13,800 tons of ketchup a year.
The Company launched a new variant of Maggi Tomato Ketchup called
“Pichkoo”.
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.

21
 MARKETING MIX

Marketing decisions generally fall into the following four controllable

categories:
• Product
• Price
• Place (distribution)
• Promotion

The term "marketing mix" became popularized after Neil H. Borden

published his 1964 article, The Concept of the Marketing Mix. Borden began
using the term in his teaching in the late 1940's after James Culliton had
described the marketing manager as a "mixer of ingredients".

The ingredients in Borden's marketing mix included product

planning, pricing, branding, distribution channels, personal selling,
advertising, promotions, packaging, display, servicing, physical handling,
and fact finding and analysis. E. Jerome McCarthy later grouped these
ingredients into the four categories. These are the 4 P’s of Marketing Mix.

These four P's are the parameters that the marketing

manager can control, subject to the internal and external constraints of the
marketing environment. The goal is to make decisions that center the four
P's on the customers in the target market in order to create perceived value
and generate a positive response.

22
 4 P’s of MARKETING MIX

Marketing decision variables are those variables under the firm's control that
can affect the level of demand for the firm's products. They are distinguished
from environmental and competitive action variables that are not totally and
directly under the firm's control. It is a great way to help us focus on the
elements of a good marketing plan that we can't control but must be aware of
and anticipate such as:

- new competitors,
- new legislation,
- change in consumer confidence,
- change in consumer tastes; and

The four marketing decision variables are:

Price variables
• Allowances and deals
• Distribution and retailer mark-ups
• Discount structure
Product variables
• Quality
• Models and sizes
• Packaging
• Brands
• Service
23
Promotion variables
• Advertising
• Sales promotion
• Personal selling
• Publicity

Place variables
• Channels of distribution
• Outlet location
• Sales territories
• Warehousing system

The 4 Ps of marketing classify the controllable elements of your marketing

plan. Product, place [distribution] and promotion are all expenses; price
brings in revenue.

24
4P’S OF MAGGI KETCHUP

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.

25
• They also use strategy of free product samples to promote it.

• Celebrity endorsements. Eg. Javed Jafferi PROMOTION

• 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 had weird plans.

PLACE

• 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).

26
4 P’S OF KISSAN 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

• They promote their product very effectively through television.

• They also sponsor various cookery shows to promote alternate usage of

products.

• They also use strategy of free product samples to promote it.

• Less promoted as compared to maggi.

• No particular celebrity endorsement.

• But with a brand which had a tremendous equity during the late nineties
27
and early 2000, HUL 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 "

28
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).

29
PRODUCT LEVELS: CUSTOMER VALUE HIERARCHY

There are five segments in customer value hierarchy that is:

1. Core benefit
2. Basic product benefit
3. Expected product benefit
4. Augmented product benefit
5. Potential product benefit.

Now if we classify these heads according to our Brand “Maggi”

The “Core benefit” which Maggie provides is its instant recipe and a tag line
which assures that it is “FAST TO COOK & GOOD TO EAT”.

The “Basic product benefit” which our product provides to our target market
is a good taste with proper nutrition levels and good health, as one of its
punch line says “Taste Bhi Health Bhi”.

The “Expected product benefit” which Maggi provides is a proper and a

good package which is vacuum zed which ensures customers a good quality,
fully packed seasoning tastemaker & affordable prices.

In most of the underdeveloped and developing countries like India

competition takes place in the “expected product benefit” as Augmented
product benefit stage is still to come.

30
PRODUCT DIFFERENTIATION

Product differentiation strategy means how a particular product is different

from others on the basis of:

1. Form
2. Features
3. Performance quality
4. Convenience
5. Durability
6. Reliability
7. Style

FORM :- According to our product, 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.

FEATURES: - 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.

PERFORMANCE QUALITY: - As according to our survey report we

found out the performance level of Maggi Tomato Ketchup was excellent
31
there were various other brands offered to our target market, but Maggi
prevailed as the winner out of them because of its various factors (taste, less
consumption of time in preparation, prices, pack etc.)

CONVENIENCE: - Quality is the main factor on which Maggi Tomato

Ketchup emphasizes as it is Maggi’s 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.

DURABILITY :- 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 :- Reliability is also one of Maggi’s 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 customer’s 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 "It’s different".

32
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 communication
changes.

These additions made a point of difference against competitor’s 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.

The Consumer Magazine has published its in-house laboratory test findings
on 15 brands of tomato sauce and ketchup from across the country and 2
unbranded samples from Ahmedabad.

Overall, Maggi Ketchup (79) scored the highest among the national brands
followed by Kissan Sauce (78) and Heinz Ketchup (78).

33
INNOVATION PROCESS ADOPTED BY MAGGI TO
COMPETE THE “PRICE WAR”…..

– the innovation process of maggi…….

OUTCOME CONSTRAINTS

Ingredients Cost
Formulations Manufacturer conservatism
Processes Quality
Additives Safety
Packaging Consumer expectations
Marketing Consumer conservatism
Distribution Sociological, Political
Patent Legal

… …MEANS Innovation DRIVING FORCES

Recruiting Strategy
Training Quality
R&D Know-how
Technology watch SOURCES Profit
Technology transfer Market environment
Information Know-how Fashions, trends

34
… Knowledge …
Creativity
Competition
Academic
Inventors
Suppliers

RESEARCH METHODOLOGY

35
The present study constitutes the comparison of the 4 Ps of the Maggi of
Nestle India Ltd. and Kissan of Hindustan Unilever Ltd.
This will be done from the secondary data collected from the websites and
the food consultants.
The steps involved in the research are:

1. SURVEY METHODS

Customer survey for primary data:

I asked the customers to rank the various attributes on a scale of very
important, important and not very important. To find-out the brand
perception of various brands, paired comparison between them is used.

2. QUESTIONNAIRE DESIGN

In designing the questionnaire I paid particular attention to the content and

wording of the questions. There were some questions which could be easily
framed. The questionnaire was meticulously prepared by identifying the
various variables i.e product, price, place, promotion. The same scale of
yes/no and very important, moderately important and least important was
used to make the respondents comfortable.

3. SAMPLING DESIGN

The sampling frame is defined in terms of who the respondents are can
36
answer the questions that need to be addressed. 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

My survey is limited to the North India Region. Responses were collected

from around Chandigarh and Shimla region.

5. SAMPLE SIZE

While planning the survey I estimated the sample size of 80 respondents.

But I have surveyed only 50 people who lie within our target population.
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.

6. DATA COLLECTION AND ANALYSIS

The data collected via survey was entered into the excel sheet. The results
were tabulated and analyzed. According to the analysis relevant inferences
has been made related to each question.

DATA ANALYSIS
SOURCE OF INFORMATION ABOUT MAGGI TOMATO KETCHUP
AND SOURCE NO. OF RESPONDENTS
37
 1) FAMILY MONTHLY INCOME :
BELOW 25000 14
25000-50000 24
50000-1 LAC 6
1 LAC and ABOVE 6
family monthly income

below 25000 25000-50000

50000-1 lac 1 lac-above

12%

12% 28%

48%

INFERENCE :This graph revels that the major source of respondent’s

family monthly income group belongs to 25000 to 50000, who may consume
ketchups of different brands.

2) AGE OF THE RESPONDENTS :

15 - 25 40
25 - 35 5
35 - 45 3
38
45 and above 2
 age of the respondents

40 80%

30

20

10
10% 6% 4%
0
15-25 25-35 35-45 45 and
above

INFERENCE :

Age group between 15 – 25 , respond that how much they prefer to consume
ketchups of various brands from the market.

3) FAMILY TYPE :

Joint 14

39
 Family
Nuclear 36
Family

FAMILY TYPE

joint
family
28%

nuclear
family
72%

INFERENCE :

Survey reveals , as shown in the above figure that there is major number of
nuclear families as comparison to joint families.

4) NUMBERS OF RESPONDENTS CONSUME TOMATO KETCHUP:

Yes 49
No 1

40
 no.of respondents consume tomato ketchup

NO
YES

2% 98%

0 10 20 30 40 50

INFERENCE :

Above bar graph shows that the major number of respondents consume magi
tomato ketchup.

5) RESPONDENTS BRAND PREFRENCES :

MAGGI 21
KISSAN 20
SMITH AND JONES 3
41
TOPS 1
CREMICA -
OTHERS 4
 BRAND PREFRENCES

OTHERS
8%
TOPS
SMITH AND 2%
JONES
6%
MAGGI
43%

KISSAN
41%

INFERENCE :

Survey reveals as per shown that maggi and kissan are the two major brands
which consumer prefer to buy from the market, in comparison with other
brand
6) RESPONDENTS BRAND PREFRENCES :

YES 47
NO 3

42
 60%

YES

NO

94%

INFERENCE :
As the above survey it was found that the major source of consumers
consumes tomato ketchups, hence out of its found that respondents mostly
prefer to use maggi brand only.

7) NUMBERS OF RESPONDENTS CAME TO KNOW ABOUT MAGGI

TOMATO KETCHUP THROUGH DIFFERENT MEDIA :

NEWPAPER ADS. 3
43
RADIO -
T.V 40
WORD OF MOUTH -
POINT OF SALE 3
OTHERS 4

others

point of sale

word of mouth

t.v

point of sale

newspaper ads.

0 10 20 30 40 50

newspaper ads. point of sale t.v

word of mouth
INFERENCE : point of sale others

This graph reveals that t.v ads. Are the major source of information
regarding maggi tomato ketchup and so we can also infer that they have been
successful in their promotion strategies involving electronic media.
8) NUMBERS OF RESPONDENTS KNOWING ANY ADS. OF MAGGI
TOMATO KETCHUP :

YES 42
NO 8

44
 no. of respondents knowing maggi
no ketchup ads.
16%

yes
84%

INFERENCES :
This graph facilitates us in realizing that majority of the people are aware of
the brand magi as they remember tv ads so it can be inferred that maggi’s
promotional team has far been successful in positioning its tomato ketchup
in mind of the people.
9) NUMBERS OF RESPONDENTS INFLUENCES BY CELEBRITY
ENDORSEMENT TO PURCHASE MAGGI TOMATO KETCHUP :

YES 12
NO 38

45
 RESPONDENTS INFULENCE BY
CLEBRITY ENDORSEMENT

YES
24%

NO
76%

INFERENCE :

This graph infers that celebrity endorsements does not influence the buying
decision of majority consumers. It also infers that reference group does not
make any impact on consumer mind,when we talk about magi tomato
ketchup.
10) NUMBER OF RESPONDENTS TRIED NEW VARIANTS OF MAGGI
TOMATO KETCHUP INFLUENING BY ADS.

YES 30
NO 20

46
 RESPONDENTS TRIED NEW VARIANTS OF MAGGI TOMATO KETCHUP BY
VEIWING ADS.

NO
40%

YES
60%

INFERENCE :

It conclude that major source of respondents prefer to use their old product
rather than get influence with new ads. of variants magi tomato ketchups as
above pie chart reveals that 60% of consumers happy with their products and
not influenced by ads.

11) LEVEL OF DISCOUNT OFFER :

High 3
Medium 27
Low 20

47
 LEVEL OF MAGGI DISCOUNT OFFERS

30
27
25
20 20
15
10
5 3
0
High Medium Low

INFERENCE :

This graph reveals that magi tomato ketchup is position in the mind of the
consumer and also of its discount offer to medium extent.

12) NUMBER OF RESPONDENTS INFLUENCE BY MAGGI TOMATO

KETCHUP OFFERS :

DISCOUNT OFFER 10
BUY ONE GET ONE 22
COMBO PACK 15
OTHERS 3

48
 discount
others
combo offer
6%
pack 20%
30%

buy one
get one
44%

INFERENCE :

This graph infers that “ buy one get one free” offers of magi tomato ketchup
is the first choice among the consumers. This shows that consumers are price
sensitive too and they prefer buying when there are offers running around.
13) MAGGI TOMATO KETCHUP AVAILABLE TO RESPONDENTS :

YES 49
NO 1

49
 NO. OF RESPONDENTS FEELS THAT MAGGI TOMATO
KETCHUP EASILY AVAILABLE

NO
2%

YES
98%

INFERENCE :

Mostly said that magi ketchup easily available in market stores but few of
them said that because of unavailability of maggi ketchup in there near store
never consume magi ketchups.

14) NUMBER OF RESPONDENTS PURCHASED MAGGI TOMATO

KETCHUP FROM :

NEAR BY STORE 36
RETAIL STORE 10
WHOLE SELLER 4

50
 CONSUMERS PURCHASE MAGGI TOMATO KETCHUP
FROM

4
whole seller
10
Retail store
36
Near by store

0 10 20 30 40

INFERENCE :

This graph highlight the impact of organized retail on unorganized sector ,

may be due to this reason the interest of consumers shift from retail and
whole seller to near by stores, as around 72% of consumer may purchases of
tomato ketchup from near by store.
15) SIZE OF TOMATO KETCHUP USUALLY PURCHASED BY
NUMBER OF RESPONDENTS :

PICHKOO PACK 5

51
200 gm 15
600 gm 17
1 kg 11

pichkoo
1kg pack
23% 10%

200 gm
600gm 31%
36%

INFERENCE :

This graph figure reveals that 600 gm sized bottle of maggi tomato ketchup
is largely demanded even in the presence of smaller sized bottles and even
the new pichkoo pack.

16) FREQUENCY OF BUYING MAGGI TOMATO KETCHUP :

EVERY WEEK 6
EVERY FORTNIGHT 6
EVERY MONTH 23
OCCASIONALLY 15

52
 frequency of purchasing maggi ketchup by respondents

25 46%

20

15 30%

10 12% 12%

0
every week every every month occasionally
fortnight

INFERENCE :

This graph depicts that the frequency of buying every month of maggi
tomato ketchup is maximum.

17) MOST LIKED FLAVOUR :

TOMATO KETCHUP 27
HOT AND SWEET 8
TOMATO KETCHUP (WITH 6
ONION AND GARLIC)
TEEKHA MASALA 1
TOMATO CHATPAT 6

53
TOMATO PUDINA 2

VARIOUS MAGGI KETCHUP PURCHASE BY CONSUMERS

tomato chatpat tomato pudina

12% 4%
teekha masala
2%

tomato ketchup
(with onion and
tomato ketch
garlic)
54%
12%

hot and sweet

16%

INFERENCE :
This graph shows that the original flavour of maggi tomato ketchup is still
the leader in terms of popularity and hot and sweet is slowly catching up
with it. Its new variants and flavour have also been noticed and have started
making in roads for themselves .
18) IMPORTANCE OF THE ATTRIBUTES :
Attributes Very Moderate Least
important important important
Taste 36 11 3
Thickness 16 26 8
Color 16 15 19

54
 40 taste

35

30 thickness
25
thickness color
20
color color
15 taste
thickness
10
taste
5

0
very moderate least
INFERENCE :important important important
This graph depicts our analysis of the importance of the various product
attribute like taste , color and thickness in the eye of people . we can very
well observe in the graph that taste, undoubtedly , is the most important
attribute that people prefer more over any other while selecting a brand.
Moderate importance is given color attribute and thickness also derives its
importance somewhere between moderate to very.

INTERPRETING THE RESULTS:

The data collected from the survey clearly shows that taste is the most
important factor while purchasing the tomato ketchup.
The above analysis tells that thickness of tomato ketchup is the second most
important attribute for the respondents after taste. Maggi is the leader in the
ketchup industry and known for its better taste and varieties. Maggi should

55
work towards the thickness of its tomato ketchup.

LIMITATIONS

1. SAMPLING ERROR:

The sample of our survey is confined to the respondents from the middle
class and the upper middle class. The sample size of 50 is not the true
representative of our sampling frame and result in skewed responses.
56
The locations under taken for the survey is also a constrain because the result
of the survey is limited to some regions and cannot be used for further
analysis and implementation.

2. RESPONSE ERRORS:

These errors arise when the respondents give inaccurate or incomplete

answers. A major problem is faced in the survey involved the comparative
ratings of various attributes for tomato ketchup. Many of the respondents
were not very willing to mark their income group.

3. CLOSED ENDED QUESTIONS:

All the questions in the questionnaire were closed-ended to avoid any
confusion from the respondents end. But a drawback of this approach is that
there was some biasness in capturing the responses of the respondents. The
reasons for such inaccuracy could be because of unfamiliarity, boredom,
faulty recall and the question format.

4. RECORDING ERROR:

This type of error arise dues to errors in hearing, interpreting, and recording
the answers given by the respondents. For example, a respondent indicates a
moderate response for the attributes of the tomato ketchup, but the
interviewer misinterprets that to a positive response.

57
5. DATA ANALYSIS ERROR:

These errors occur while raw data from questionnaire are transformed into
research findings. For example, if the outliers are not filtered from the data
during the statistical procedure, result in incorrect interpretation and
findings.

RECOMMENDATIONS

PRODUCT

• The ketchup is thinner as compared to Kissan. According to our inference

58
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 my survey, 38% 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 there new product ‘PICHKOO’ as people are less

59
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.

BIBLIOGRAPHY

1) www.managementparadise.com/.../105772-marketing-project-4ps-maggi-
tomato-ketchup.html

2) www.nestle.com/AllAbout/AllAboutNestle.htm

60
3) www.wikipedia.com
4) www.google.com
5) NCERT BOOK OF BUSINESS STUDIES OF 12TH

61
SAMPLE COPY OF THE QUESTONNAIRE

OBJECTIVE:- To study the brand preference of Maggi Tomato Ketchup.

1. Name:
………………………………………………………………………………
…………..
2. Occupation:
………………………………………………………………………………
….
3. Family Monthly Income:
Below 25000 25000-50000 50000-1 Lac 1 Lac and above

4. Location:
………………………………………………………………………………
……….

5. Age:
15-25 25-35 35-45 45 and above

6. Family type:
Joint Nuclear

62
7. Do you consume tomato ketchup?
Yes No

8. Which brand you prefer the most?

Maggi
Kissan
Heinz
Smith & Jones
Tops
Cremica
Other ....
………………………………………………………………………………
….
9. Have you ever used Maggi Tomato Ketchup?
Yes No

10. If no , it is because :
Lack of awareness
Lack of availability
You find it expensive
You don’t like the product
Others
……………………………………………………………………………

11. You came to know about Maggi Tomato Ketchup from :

Newspaper advertisements
63
Radio
T.V. advertisements
Word of mouth
Point of sale
Other
source…………………………………………………………………………

12. Do you remember any of the T.V. advertisements of Maggi Tomato

Ketchup?
Yes No

13. Does celebrity endorsement prompt you to purchase Maggi Tomato

Ketchup?
Yes No

14. Have you tried new variants of Maggi Tomato Ketchup after viewing the
advertisements?
Yes No

15. What is the level of discounts /offers available with Maggi Tomato
Ketchup?
High Medium Low

16. Which of the offers available influence you the most to purchase Maggi
Tomato Ketchup?
Discounts offer
Buy one get one
64
Combo packs
Other
17. Is Maggi Tomato Ketchup easily available to you?
Yes No

18. From where do you usually purchase Maggi Tomato Ketchup?

Nearby store
Retail store
Whole seller

19. Which flavor of Maggi Sauces you like the most?

Tomato Ketchup
Hot & Sweet
Tomato Ketchup (With onion & garlic)
Teekha Masala
Tomato Chatpat
Tomato Pudina

20. What is the size of Tomato Ketchup you usually purchase?

Pichkoo Pack
200 g
600 g
1kg

21. How frequently you purchase Maggi Tomato Ketchup?

Every week
Every forth night
65
Every month
Occasionally

22. Tick the level of importance according to your preference:

Attribute Very important Moderately important Least important

Taste
Color
Thickness

23. Any further suggestions: ……………………………………………..

…………………………………………………..
………………………………………………………………………………

66
67