A Project Report On

Appy Fizz, Grappo Fizz, Hippo & Hippo Round Round: Consumer Awareness & Opportunities Thereon

Project Mentor
VP Sajeev, Dhaval Vadhar,

Project Guide
Rohan Karkada Anoop Chandran S

Submitted By
Aniruddh Tiwari
2nd Year, PGDM,

Objective
To assess the awareness about Appy Fizz, Grappo Fizz, Hippo & Hippo Round Round among the consumers who shop in modern trade outlets.

Once the awareness is analyzed, how the findings should be leveraged to create new business opportunities in modern trade.

Data Collection:

Data Collected
Primary

Method of data collection

Observation Field Survey

Type of data collected

Qualitative Quantitative

Methodology:-

Click on the following links to open the respective document

Store Observation Table Questionnaire Consumer Response Sheet

A Comparative Picture
Sample Size : 102

Appy Fizz

&

% Aware % Tried/Tasted % Having More Info. About the Product % Repeat Purchase Intention Average Product Rating-Out Of 5

97 84 74

72 21 42

81 51 39

78

71

68

3.01

2.91
Click to go to slide 29

3.04

FINDINGS

Have you heard about Appy Fizz A carbonated apple drink from "Parle Agro" ?

Have you heard about Grappo Fizz A carbonated Grape drink from "Parle Agro" ?

No 3% No 28%

Yes 97%

Yes 72%

Yes No

99 3

Yes No

73 29

Have you ever tried/tasted "Appy Fizz" ?

Have you ever tried/tasted Grappo Fizz ?

No 16%

Yes 21%

Yes 84%

No 79%

Yes No

85 16

Yes No

21 81

Do you know that Appy Fizz has real apple juice in it ?

Do you know that Grappo Fizz has real grape juice in it ?

No 26%

Yes 42% No 58% Yes 74%

Yes No

75 26

Yes No

42 59

What was the size of Appy Fizz you bought last time ? Can't Remember 15%

1 L PET Bottle 7%

300 ML PET Bottle 54% 500 ML PET Bottle 24%

300 ML PET Bottle 500 ML PET Bottle 1 L PET Bottle Can't Remember 46 20 6 13

How do you treat Appy Fizz as ?

An alternative drink for other carbonated beverages 41%

cool drink to savor during your leisure time 39%

A drink to mix with your cocktails/mocktails 9%

A Party Drink 11%

A cool drink to savor during your leisure time A Party Drink A drink to mix with your cocktails/mocktails An alternative drink for other carbonated beverages

36 10 8 37

On a scale of 1 to 5, please rate Appy Fizz on the following:Discount offers available in retail stores Price of the drink

4
3 2 1

Taste Of The Drink

Packaging & Labelling

Advertising

10

15

20

25

30

35

40

45

Advertising Packaging & Labelling Taste Of The Drink Price of the drink Discount offers available in retail stores

1 6 3 5 2 29

2 12 9 14 12 30

3 28 20 32 38 20

4 30 45 28 30 3

5 9 8 6 3 3

Avg. Rating 3.28 3.54 2.91 3.24

Avg. Product Rating

2.07 3.008

What is that one thing which you would like to change in Appy Fizz ?
Nothing. Everything is just perffect Availability of sizes 11% The amount the drink comes in of fizz (CO2) 9% in the drink 31% Pricing of the drink 18% Packaging & Labeling of the drink 8% The sweetness of the drink 23%

The amount of fizz (CO2) in the drink The sweetness of the drink Packaging & Labeling of the drink Pricing of the drink Availability of sizes the drink comes in Nothing. Everything is just perffect

26 20 7 15 8 9

What was the size of Grappo Fizz you bought last time ? Cant Remember 19% 500 ML PET Bottle 5%

300 ML PET Bottle 76%

300 ML PET Bottle

500 ML PET Bottle Cant Remember

16 1 4

How do you treat Grappo Fizz as ?

A cool drink to savor during your leisure time An alternative drink for other carbonated beverages

14%
A Party Drink

24%

52%
A drink to mix with your cocktails/mocktails

10%

A cool drink to savor during your leisure time A Party Drink A drink to mix with your cocktails/mocktails An alternative drink for other carbonated beverages

3 5 2 11

On a scale of 1 to 5, please rate Grappo Fizz on the following:5

Discount offers available in retail stores Price of the drink

Taste Of The Drink

Packaging & Labelling

Advertising
0 2 4 6 8 10 12

Advertising Packaging & Labelling Taste Of The Drink Price of the drink Discount offers available in retail stores

1 3 0 3 0 7

2 3 4 2 5 7

3 7 5 9 9 5

4 8 12 7 6 1

5 0 0 0 1 1

Avg. Rating 2.95 3.38 2.95 3.14 2.14 2.91

Avg. Product Rating

What is that one thing which you would like to change in Grappo Fizz ?
Pricing Of The Drink 5%

Availability of sizes the drink comes in 16%

Nothing. Everything is just perffect 0% Amount Of Fizz in The Drink 58%

Sweetness Of The Drink 21%

Packaging & Labelling Of The Drink 0%

Amount Of Fizz in The Drink Sweetness Of The Drink Packaging & Labelling Of The Drink Pricing Of The Drink Availability of sizes the drink comes in Nothing. Everything is just perffect

11 4 0 1 3 0

Will you be interested in buying Appy Fizz next time ?

Will you be interested in buying Grappo Fizz next time ?

No 22%

No 29%

Yes 78%

Yes 71%

Yes No

66 19

Yes No

15 6

Have you heard about "Hippo" - A non fried baked munchies from Parle Agro ?

Have you heard about "Hippo Round Round" - A non fried baked munchies from Parle Agro ?

No 19%

No 25%

Yes 81%

Yes 75%

Yes No

83 19

Yes No

77 25

Have you ever tried/tasted Hippo ?

Have you ever tried/tasted Hippo-Round Round ?

No 49%

Yes 51%

No 56%

Yes 44%

Yes No

52 50

Yes No

23 29

Do you know that Hippo Munchies are non fried, zero trans fat and are made of wheat. Totally good for health ?

Do you know that "Hippo-Round Round" are non fried, zero trans fat and are made of wheat. Totally good for health ?

Yes 39%

Yes 40%

No 61%

No 60%

Yes No

39 62

Yes No

21 31

Which of the following flavors of Hippo have you tried till now ?

Can't Remember Indian Chatpatta Thai Chilli Hot-n-Sweet Tomato Chinese Manchurian Yoghurt Mint Chutney Italian Pizza
12% 15% 29%

35%

54% 33%

38%

Italian Pizza Yoghurt Mint Chutney Chinese Manchurian Hot-n-Sweet Tomato Thai Chilli Indian Chatpatta Can't Remember

20 6 17 28 8 15 18

Which flavor of Hippo do you like the most ?

Italian Pizza 17% Yoghurt Mint Chutney 2% Chinese Manchurian

Can't Remember 36%

8%
Indian Chatpatta 12% Hot-n-Sweet Tomato 25%

Thai Chilli 0%

Italian Pizza Yoghurt Mint Chutney Chinese Manchurian Hot-n-Sweet Tomato Thai Chilli Indian Chatpatta Can't Remember

9 1 4 13 0 6 19

On a scale of 1 to 5, please rate Hippo on the following:5

Discount offers available in retail stores Price of the drink Taste Of The Drink Packaging & Labelling Advertising
0 5 10 15 20 25

Advertising Packaging & Labelling Taste Of The Drink Price of the drink Discount offers available in retail stores

1 7 2 5 3 18

2 12 5 7 4 12

3 14 18 16 19 13

4 17 25 18 22 8

5 2 2 6 4 1

Avg. Rating 2.90 3.38 3.25 3.38

Avg. Product Rating

2.27 3.04

Which of the following flavors of "Hippo-Round Round" have you tried till now ?
Can't Remember Punjab Da Pickle Firangi Cheese 'n' Spice Goan Butter Garlic Shillong Noodle Masala Gujrati Mango Chutney Not Applicable Not Applicable Gujrati Mango Chutney Shillong Noodle Masala Goan Butter Garlic Firangi Cheese 'n' Spice Punjab Da Pickle Can't Remember 2 4 18 35% 8% 4% 10% 8% 13% 48% 4 5

25

Which is your favorite "Hippo-Round Round" flavor ?

Can't Remember Punjab Da Pickle Firangi Cheese 'n' Goan Butter Garlic Shillong Noodle Gujrati Mango Not Applicable Not Applicable Gujrati Mango Chutney Shillong Noodle Masala Goan Butter Garlic Firangi Cheese 'n' Spice Punjab Da Pickle Can't Remember 27% 2% 0% 1% 2% 3% 16%
0 1 3 16

28

On a scale of 1 to 5, please rate Hippo-Round Round

13
14 14 10

Lowest 1 2 3 4

Highest 5

1 2 3 4 5

Lowest

Highest

14% 11% 13% 9% 2%

SUGGESTIONS

Grappo Fizz:Higher Awareness -> Lower undertake > Higher Repeat Purchase Intention
Click to go to comparative picture

One of the prominent factor consumers pointed out is that; it is difficult to find a sync between a grape juice and the presence of fizz in it. We can follow the Appy Classic to Appy Fizz path.
Familiarize the customer with grape juice and then emphasize on the fizz variant. How about having a grape juice (May be Grappo! ) at Rs. 12/- price point ?

Pros Cons

Cross Promotion of Grappo Fizz with Hippo Round Round.

Click to see a picture

Sampling of Grappo Fizz. We have already seen positive results while sampling Saint Juices.
Contd

Product Placement

Product Placed Above or Below Eye Level

Product Placed at the Eye Level

Sampling:One of the most effective way to increase consumer awareness and product acceptance among the consumers is to sample our products.

Sampling conducted in well coordinated manner always yields positive results as it was evident in the sampling done for Hippo Round Round & Saint 100% Juices.
At the same time placement of sampling kiosks inside the store is also very important. Placing the kiosk near to your product shelf/bay is not always beneficial. (Share the Big Bazaar Experience)
Sales Figures from Big Bazaar, White Field, Bangalore for 3 particular days Product Sale on 12th June 2011 (Sunday) Sale on 18th June 2011 (Sampling Day, Saturday) Sale On 19th June 2011 (Sunday, Sampling Day & kiosk shifted to a new place)

Saint 100% Juices Hippo Round Round

2 Pks. (1 Ltr.) 7 Pks. (Assorted)

39 Pks. (1 Ltr.) 28 Pks. (Assorted)

61 Pks. (1 Ltr.) 32 Pks. (Assorted)

Click To See Kiosk Placement

Product Differentiation between Hippo & Hippo Round Round:-

Few interesting comments from the customers on Hippo & Hippo Round Round: Are you people inspired from Super Mario & Luiggi ?

On looking at the package it seems that one contains wheat balls, another contain small chapatis made by wheat balls.
It looks like twins separated at Kumbh Mela. Why is it looking like Hritik Roshan & Harman Baweja sitting together ?
Click Here To See Why ???

 Maintaining stocks at crucial point of time is absolutely necessary. For example:

Total Mall, Mahadevpura, Bangalore Stocks for Hippo & Saint Juices were not present for many days.

Big Bazaar, Whitefeild, Bangalore After getting good response during the sampling activity, 3 variants of Hippo Round Round were out of stock for one entire week. Modern Trade Scenario in Jabalpur for Parle Agro.

Give a brief

Conclusion: Parle Agro is one of the very few FMCG food companies in India whose entire gamut of
products are having a USP of upholding the Pink Health of the consumer. However most of the modern trade consumers feel that this message is not clearly communicated by Parle Agro.

A good number of modern trade consumers are brand conscious. Maximum of their purchases inside the store (FMCG in particular) are based on their brand recall value. During the project tenure, it was good to observe Parle Agros recall value on a positive rank. But somewhere we are lacking in encashing the opportunity by not mentioning company logo on Hippo & Hippo Round Round. Most of the modern trade stores have their own web-space where they offer the convenience of shopping from home or office. We can increase our presence on their web-space. Although this measure wont increase our revenues significantly, but it will help us to build up our brand presence and value.

Thank You

For Parle Agro Project Completed By:ANIRUDDH TIWARI,

PGDM, M S RAMAIAH INSTITUTE OF MANAGEMENT,

Attachments

In this picture, Bambino cross promoted its vermicelli with their own brand of Badam Milk powder. Here both the products are complementing each other. Moreover the combi pack is just 2 rupees cheaper than separate purchases. Similarly Grappo Fizz can be combined with Hippo Round Rounds Punjab Da Pickle & Goan Butter Garlic as these flavors go well with the fizz drink.

Click Here To Go Back To Grappo Fizz Suggestion Slide

Click Here To Go Back To Sampling Suggestion Slide

Click Here To Go Back To Product Differtiation Slide

Following were the few points highlighted by Big Bazaar, Jabalpur :1) Appy Fizz is very popular here but they were unable to meet the demand due to irregular supplies. 2) They are not storing Hippo & Hippo Round Round for past SIX MONTHS inspite of having POs. Neither the local daily kiranawalas have it. Those who have are having very old stock. 3) Big Bazaar has got only one time supply of Saint Juices. It was some 7-8 months ago and that too close to 65% of the stock was of Orange variant. So at this point of time the local customers have near about zero awareness about our 100% juices. Whereas Real & XS from Godrej are doing business of approximately 26 cases a month in each of the modern trade outlet. (Pictures of their display attached). 4) Even for Frooti they were unhappy about the supplies with lead time of approximately 7 days. 5) Frooti 2ltr pack is generating good business in all the modern stores. However its Slice 500ML which is stealing the show among all PET Bottle Mango FBDs. Slice is shelling out pretty good discounts on their landing price and was enjoying the most space of all in the store.
Go to Slide