Keventer Agro Presentation

8/9/2019 Keventer Agro Presentation

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A Market Research on

Competitive Analysis & Performance

Analysisof Utsav Mustard Oil


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Objectives of the ProjectTo do a t horough Com pet itive Analysisam ong dif ferent mustard oi l brands

To optim ize the exist ing Dist ribut ionChannel

To suggest Com pet itive Pricing st rat eg ies

To suggest Promotiona l st ra t egie s

To m easure t he overa ll perf orma nce


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M ethodology


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Steps of Data Analysis


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Seasonal Price Fluct ua t ion

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar

Price


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Market Segmentation

DemographicFactors

Dependence

Family income Yes

Age No

Education Yes

Occupation No

HouseholdNumber

No

Family type No

Chi-Square Test


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MarketSegmentationQuality

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


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Purchasing Frequency & Brand

Choice


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Determinants of Purchasingdecision

DemographicFactors

Dependence

Family income Yes

Age No

Education No

Occupation No

HouseholdNumber

No

Family type No

Chi-Square Test


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Awareness Comparison


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M easurem ent of Dist ribut orsSatisfactionIndependent Variables

ycle time for reorderdequate supply on each order

imely supply of the productchemes given by the company

iscounts provided by the Companyargin offered by the companyredit policy of the companyricing of the product

lexibility of priceime provided for payment

robability of finding damagedproducts /eplacement of Expired damagedgoods verage Demand of the product

onfidence on company s salesrepresentative requency of retailer s complaintsuality of the product

Variables after Factor Analysis

Supply Factor

Scheme factor

Economic Factor

robability of finding damagedproducts /eplacement of Expired damaged goods

verage Demand of the productonfidence on company s salesrepresentative requency of retailer s complaints

uality of the product

FACTOR

ANAL

YSIS


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Regression AnalysisDependent Variable- Overall

performanceVariables after Factor Analysis Coefficients

Supply Factor 2.001

Scheme factor 1.007

Economic Factor 4.506Probability of finding damaged products -.371

Replacement of Expired/damaged goods .117

Average Demand of the product .807

Confidence on companys sales representative .977

Frequency of retailers complaints -.796

Quality of the product .056

CONSTANT 21.003

Distributors satisfaction level = 82.779%


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Measurement of RetailersSatisfaction

Independent Variables

Promotional Schemes offered by the company

Margins offered by the companyCredit Policy of the company

Shelf Turnover of the product

Satisfaction on Purchasing Price of the product

Price Flexibility

Adequate stock supply on each orderTimely supply of product

Frequency of customer complaints

Frequency of leakage

Behavior of the Distributor/Sales Representative

Strictness regarding product arrangement

Adequate supply of banners, danglers etc.

Packaging of the product

Replacement of damaged/expired Products

Frequency of visit

Quality of the product

Variables after Factor Analysis

Profitability Factor

Supply Factor

Complaints Factor

Behavior of the Distributor/Sales Representative

Strictness regarding product arrangement

Adequate supply of banners, danglers etc.

Packaging of the product

Replacement of damaged/expired Products

Frequency of visit

Quality of the product

FACTOR

ANAL

YSIS


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PerformanceVariables after Factor Analysis Coefficients

Profitability Factor 12.334

Supply Factor 10.787

Complaints Factor -7.927Behavior 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 3.290Replacement of damaged/expired Products 1.030

Frequency of visit 5.078

Quality of the product 2.224

CONSTANT55.109


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Retailers Satisfaction for differentbrands


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Measurement of CustomersSatisfaction


Purity

Taste of the foods cooked

PungencyHealth Value

Availability

Price

PackagingPromotion

Brand Reputation


Quality Factor

Health Value

Availability

Price

PackagingAwareness Factor

FACTOR

ANAL

YSIS


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Performance

Variables after Factor Analysis Coefficients

Quality Factor 3.041

Health Value1.63E-03

Availability 0.506

Price 2.971

Packaging 0.667

Awareness Factor 1.807

CONSTANT 40.223


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Customers Satisfaction for DifferentBrands


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Importance-Performance Analysis(IPA)

False Sense of SecurityAttributes

Strengths

Low-priority Weaknesses Real Weaknesses

Performance

Importance

High

Low

Low High

Pungency Purity

Taste of the foodsPackaging

Health value

Price

Availability

Brand

Reputation

Promotion


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Problems Identified1. Supply Gap : Both Primary & Secondary

4.

6.

3.

3.

4.

3.

4.


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Recommendations


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If You cant measure it,You Cant

Improve it

-Lord William ThomsonKelvin

Keventer Agro Presentation

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