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    Keventer Agro Presentation

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    Swati Samant
    The document outlines a market research project on the competitive analysis and performance of Utsav Mustard Oil. The objectives are to conduct a thorough competitive analysis of mustard oil brands, optimize the distribution channel, suggest competitive pricing and promotional strategies, and measure overall performance. The methodology includes seasonal price fluctuation analysis, market segmentation using demographic factors, awareness comparison, and measurement of distributor, retailer, and customer satisfaction levels. Regression analysis is conducted to determine key drivers of satisfaction. An importance-performance analysis identifies product attributes that are strengths, weaknesses, and low priorities. Several problems are identified including supply gaps and recommendations are provided.

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    Keventer Agro Presentation

    Uploaded by

    Swati Samant
    350 views22 pages
    The document outlines a market research project on the competitive analysis and performance of Utsav Mustard Oil. The objectives are to conduct a thorough competitive analysis of mustard oil brands, optimize the distribution channel, suggest competitive pricing and promotional strategies, and measure overall performance. The methodology includes seasonal price fluctuation analysis, market segmentation using demographic factors, awareness comparison, and measurement of distributor, retailer, and customer satisfaction levels. Regression analysis is conducted to determine key drivers of satisfaction. An importance-performance analysis identifies product attributes that are strengths, weaknesses, and low priorities. Several problems are identified including supply gaps and recommendations are provided.

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    The document outlines a market research project on the competitive analysis and performance of Utsav Mustard Oil. The objectives are to conduct a thorough competitive analysis of mustard oil brands, optimize the distribution channel, suggest competitive pricing and promotional strategies, and measure overall performance. The methodology includes seasonal price fluctuation analysis, market segmentation using demographic factors, awareness comparison, and measurement of distributor, retailer, and customer satisfaction levels. Regression analysis is conducted to determine key drivers of satisfaction. An importance-performance analysis identifies product attributes that are strengths, weaknesses, and low priorities. Several problems are identified including supply gaps and recommendations are provided.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    350 views22 pages

    Keventer Agro Presentation

    Uploaded by

    Swati Samant
    The document outlines a market research project on the competitive analysis and performance of Utsav Mustard Oil. The objectives are to conduct a thorough competitive analysis of mustard oil brands, optimize the distribution channel, suggest competitive pricing and promotional strategies, and measure overall performance. The methodology includes seasonal price fluctuation analysis, market segmentation using demographic factors, awareness comparison, and measurement of distributor, retailer, and customer satisfaction levels. Regression analysis is conducted to determine key drivers of satisfaction. An importance-performance analysis identifies product attributes that are strengths, weaknesses, and low priorities. Several problems are identified including supply gaps and recommendations are provided.

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    Download as PPTX, PDF, TXT or read online from Scribd
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    of 22

    A Market Research on

    Competitive Analysis & Performance


    Analysis
    of Utsav Mustard Oil
    Objectives of the Project
    ØTo d o a t h or ou g h Com p e t it ive An a lysis
    a m on g d if f e r e n t m u st a r d oil b r a nd s

    ØTo op t im ize t h e e xist in g D ist r ib u t ion


    Ch a n ne l
    Ø
    ØTo su g g e st Com p e t it ive Pr icin g st r a t e g ie s
    Ø
    ØTo su g g e st Pr om ot ion a l st r a t e g ie s
    Ø
    ØTo m e a su r e t h e ove r a ll p e r f or m a n ce
    M e t hod olog y
    Steps of Data Analysis
    Se a son a l Pr ice Fluct u a t ion

    Price

    Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
    Market Segmentation
    Chi-Square Test

    Demographic Dependence
    Factors
    Family income Yes

    Age No

    Education Yes

    Occupation No

    Household No
    Number
    Family type No
    Market Segmentation
     Quality
    Engine

    Ganesh
    Fortune Utsav
     Shalimar Mashal
     Kalash Saloni
     Dalda Dhara
     Ruchigold Naturefresh
     Emami Rasoi
     Aarti Suman etc.

     Bullet
     Gokul
     Jhoola
     Sathi etc.

     Rs. 55 Band-C Rs. 60 Band-B Rs. 65 Band-


    A
    Purchasing Frequency & Brand
    Choice
    Determinants of Purchasing
    decision Chi-Square Test

    Demographic Dependence
    Factors
    Family income Yes

    Age No

    Education No

    Occupation No

    Household No
    Number
    Family type No
    Awareness Comparison
    M e a su r e m e n t of D ist r ib u t or s
    Independent Variables Sa t isfaFct ion
    Variables after Factor Analysis
    Cycle time for reorder
    A
    Adequate supply on each order
    C Supply Factor
    Timely supply of the product
    T
    Schemes given by the company Scheme factor
    Discounts provided by the Company
    O
    Margin offered by the company R
    Credit policy of the company
    Pricing of the product A Economic Factor
    Flexibility of price N
    Time provided for payment A
    Probability of finding damaged
    products
    L Probability of finding damaged
    products
    Replacement of Expired / damaged
    goods Y Replacement of Expired / damaged goods
    Average Demand of the product Average Demand of the product
    S
    Confidence on company ’ s sales Confidence on company ’ s sales
    representative I representative
    Frequency of retailer ’ s complaints
    Frequency of retailer ’ s complaints
    S
    Quality of the product Quality of the product
    Regression Analysis
    Dependent Variable- Overall
    performance
    Variables after Factor Analysis Coefficients
    Supply Factor 2.001
    Scheme factor 1.007
    Economic Factor 4.506
    Probability of finding damaged products -.371
    Replacement of Expired/damaged goods .117
    Average Demand of the product .807
    Confidence on company’s sales representative .977
    Frequency of retailer’s complaints -.796
    Quality of the product .056
    CONSTANT 21.003

    Distributors satisfaction level = 82.779%


    Measurement of Retailers
    Satisfaction
    Independent Variables Variables after Factor Analysis
    Promotional Schemes offered by the company F
    Margins offered by the company
    A
    C Profitability Factor
    Credit Policy of the company
    T
    Shelf Turnover of the product
    O
    Satisfaction on Purchasing Price of the product R
    Price Flexibility
    Adequate stock supply on each order
    Supply Factor
    Timely supply of product
    Frequency of customer complaints A
    N Complaints Factor
    Frequency of leakage
    A
    Behavior of the Distributor/Sales Representative
    L Behavior of the Distributor/Sales Representative
    Strictness regarding product arrangement Y Strictness regarding product arrangement
    Adequate supply of banners, danglers etc. S Adequate supply of banners, danglers etc.
    Packaging of the product I Packaging of the product
    Replacement of damaged/expired Products S Replacement of damaged/expired Products
    Frequency of visit Frequency of visit
    Quality of the product Quality of the product
    Regression Analysis
    Dependent Variable- Overall
    Performance
    Variables after Factor Analysis Coefficients

    Profitability Factor 12.334


    Supply Factor 10.787

    Complaints Factor -7.927


    Behavior of the Distributor/Sales Representative 1.896
    Strictness regarding product arrangement -2.331
    Adequate supply of banners, danglers etc. 4.067
    Packaging of the product 3.290
    Replacement of damaged/expired Products 1.030
    Frequency of visit 5.078
    Quality of the product 2.224
    CONSTANT 55.109
    Retailers Satisfaction for different
    brands
    Measurement of Customers
    Satisfaction
    F
    A
    Independent Variables C Independent Variables
    Purity T
    Taste of the foods cooked O Quality Factor
    R
    Pungency
    Health Value Health Value
    A
    Availability N Availability
    Price A Price
    L
    Packaging Y Packaging
    Promotion S Awareness Factor
    I
    Brand Reputation S
    Regression Analysis
    Dependent Variable- Overall
    Performance
    Variables after Factor Analysis Coefficients

    Quality Factor 3.041

    Health Value 1.63E-03

    Availability 0.506

    Price 2.971

    Packaging 0.667

    Awareness Factor 1.807

    CONSTANT 40.223
    Customers Satisfaction for Different
    Brands
    Importance-Performance Analysis
    (IPA)
    H ig h False Sense of Security Strengths
    Attributes
    Pungency Purity
    Packaging
    Taste of the foods

    Health value

    Pe r f or m a n Price
    ce
    Low-priority Weaknesses Real WeaknessesAvailability
    Brand Promotion
    Reputation

    Low

    Low Im p or t a n ce H ig
    h
    Problems Identified
    1. Supply Gap : Both Primary & Secondary

    4.
    6.

    3.
    3.
    4.
    3.
    4.
    Re com m e nd a t ions
    “If You can’t measure it,
    You Can’t
    Improve it”

    -Lord William Thomson


    Kelvin

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