Findings of market research study on Market Display Status of CSD
Back ground:
Akij food and beverage ltd, Is a fast moving consumer goods producing company which is marketing a cola, clear lemon and cloudy lemon carbonated beverage named MOJO, LEMU, CLEMON and energy drink SPEED with the right combination of quality product, good branding, commendable brand awareness at launch phase, required level of attention on brand availability, besides this several beverage companies producing cola, clear lemon, cloudy lemon and Energy drink brands are also available in the market. Now the company is interested to know the market Display Status of MOJO, LEMU, CLEMON and SPEED brands.
General objective:
General objective of the study is to find out the market display status of Mojo, Lemo, Clemon and Speed.
Scope of work:
Firstly brand presence of Mojo, Lemu, Clemon and Speed category in the outlet can be find out the scenario of market display status.
To get a nationally representative scenario regarding market display status and related issues of CSD (mentioned below) a market research survey was conducted.
1. To find out market display status of Mojo Cola, Lemo, Clemon and Energy drink Speed in terms of Display in the Rack.
Extent: Elephant Road
Period: 10th April 08.
Total Outlet: 27 Outlets.
Sampling Frame: Geographical
Outlets of all sizes: large, medium and small from each of the study site.
Data collection procedure:
A structured questionnaire was developed and used for collecting information’s about
i) Availability of Cola, Clear lemon, Cloudy lemon and Speed energy drink brands.
ii) Above Brands are displayed in Rake of each Outlet.
All these data were collected through observations, counting and discussion with retailers.
Limitations:
Retailers were very much cautious towards giving time for providing information’s regarding quantity presence of available brands which was the main barrier for collecting accurate data. More over it prolonged the period of survey.
Help note:
v Good= product is available and has good displayed in shop rake.
v Average = Product is available and has medium displayed in shop rake
v Poor = Product is available and has few displayed in shop rake.
v No displayed = Product is available but no displayed in shop rake.
v Nil = Product is unavailable.
Findings:
Availability of MOJO, LEMU, CLMON and SPEED brands in served outlets of Elephent Road
Brands
|
New Market
|
Nilkhet
|
Total Average
| |
Mojo
|
71.43%
|
70.00%
|
80.00%
|
73.81%
|
Lemu
|
28.57%
|
60.00%
|
60.00%
|
49.52%
|
Clemon
|
14.29%
|
20.00%
|
30.00%
|
21.43%
|
Speed
|
28.57%
|
10.00%
|
10.00%
|
16.19%
|
No of outlets surveyed
|
7
|
10
|
10
|
27
|
It is observed that among Mojo, Lemu, Clemon and Speed was Display status available in majority of outlets surveyed at Nilkhet and Elephent Road Elephent Road
Area
|
Types of outlets
|
Total
| ||
Large
|
Medium
|
Small
| ||
Elephant Road
|
2
|
5
|
0
|
7
|
New Market
|
5
|
4
|
1
|
10
|
Nilkhet
|
3
|
7
|
0
|
10
|
Here: Elephant Road
New Market = 10 outlets
Nilkhet =10 outlets
Category
|
Good
|
Average
|
Poor
|
No Display
|
Total
|
Total Shops Visited
|
150ml can
|
0
|
0
|
0
|
1
|
1
|
1
|
250 ml can
|
12
|
1
|
1
|
0
|
14
|
14
|
250 ml Pet
|
11
|
2
|
4
|
3
|
20
|
20
|
500 ml pet
|
1
|
2
|
4
|
1
|
8
|
8
|
1000 ml
|
2
|
1
|
1
|
3
|
7
|
7
|
2000 ml pet
|
1
|
0
|
0
|
0
|
1
|
1
|
Here:
v 27 outlets where 1 outlets Mojo 150 ml can Brands were Displayed in the Rack
v 27 outlets where 14 outlets Mojo 250 ml CAN Brands were Displayed in the Rack
v 27 outlets where 20 outlets Mojo 250 ml pet Brands were Displayed in the Rack
v 27 outlets where 8 outlets Mojo 500 ml pet Brands were Displayed in the Rack
v 27 outlets where 7 outlets Mojo 1000 ml pet Brands were Displayed in the Rack
v 27 outlets where 1 outlets Mojo 2000 ml pet Brands were Displayed in the Rack
Category
|
Good
|
Average
|
Poor
|
No Display
|
150ml can
|
0.00%
|
0.00%
|
0.00%
|
100.00%
|
250 ml can
|
85.71%
|
7.14%
|
7.14%
|
0.00%
|
250 ml Pet
|
55.00%
|
10.00%
|
20.00%
|
15.00%
|
500 ml pet
|
12.50%
|
25.00%
|
50.00%
|
12.50%
|
1000 ml
|
28.57%
|
14.29%
|
14.29%
|
42.86%
|
2000 ml pet
|
100.00%
|
0.00%
|
0.00%
|
0.00%
|
Fig: (27 outlets where 1 outlets Mojo 150 ml Fig: (27 outlets where 14 outlets Mojo 250 ml
Can brands were No displayed in the Rack) Can brands were in the Rack)
Fig: ( 27 outlets where 20 outlets Mojo 150 ml pet Brands were Displayed in the Rack)
Fig: (27 outlets where 8 outlets Mojo 500 ml pet Brands were Displayed in the Rack)
Fig: (27 outlets where 7 outlets Mojo 1000 ml pet Brands were Displayed in the Rack)
Fig: (27 outlets where 1 outlets Mojo 2000 ml pet Brands were Good Displayed in the Rack)
Category
|
Good
|
Average
|
Poor
|
No Display
|
Total
|
Total Shops Visited
|
150ml can
|
0
|
0
|
0
|
0
|
0
|
0
|
250 ml can
|
4
|
2
|
0
|
0
|
6
|
6
|
250 ml Pet
|
10
|
3
|
2
|
3
|
18
|
18
|
500 ml pet
|
2
|
3
|
0
|
0
|
5
|
5
|
1000 ml PET
|
2
|
1
|
1
|
1
|
5
|
5
|
2000 ml pet
|
0
|
0
|
0
|
0
|
0
|
0
|
Here:
v 27 outlets where 0 outlets Lemu 150 ml CAN Brands were Displayed in the Rack
v 27 outlets where 6 outlets Lemu 250 ml CAN Brands were Displayed in the Rack
v 27 outlets where 18 outlets Lemu 250 ml PET Brands were Displayed in the Rack
v 27 outlets where 5 outlets Lemu 500 ml PET Brands were Displayed in the Rack
v 27 outlets where 5 outlets Lemu 1000 ml PET Brands were Displayed in the Rack
v 27 outlets where 0 outlets Lemu 2000 ml PET Brands were Displayed in the Rack
Category
|
Good
|
Average
|
Poor
|
No Display
|
150ml can
|
Nil
|
Nil
|
Nil
|
Nil
|
250 ml can
|
66.67%
|
33.33%
|
0.00%
|
0.00%
|
250 ml Pet
|
55.56%
|
16.67%
|
11.11%
|
16.67%
|
500 ml pet
|
40.00%
|
60.00%
|
0.00%
|
0.00%
|
1000 ml
|
40.00%
|
20.00%
|
20.00%
|
20.00%
|
2000 ml pet
|
Nil
|
Nil
|
Nil
|
Nil
|
Fig: (27 outlets where 6 outlets Lemu 250 ml can Brands were displayed in the Rack)
Fig: (27 outlets where 18 outlets Lemu 250 Pet can Brands were displayed in the Rack)
Fig: (27 outlets where 5 outlets Lemu 500 ml Pet Brands were Displayed in the Rack)
Fig: (27 outlets where 5 outlets Lemu 1000 ml PET Brands were Displayed in the Rack)
Fig: ( 27 outlets where 0 outlets Lemu 2000 ml PET Brands were Displayed in the Rack)
Fig: ( 27 outlets where 0 outlets Lemu 150 ml Can Brands were Displayed in the Rack)
Category
|
Good
|
Average
|
Poor
|
No Display
|
Total
|
Total shop visited
|
150ml can
|
0
|
0
|
0
|
0
|
0
|
0
|
250 ml can
|
0
|
0
|
0
|
0
|
0
|
0
|
250 ml Pet
|
4
|
0
|
3
|
1
|
8
|
8
|
500 ml pet
|
1
|
0
|
0
|
0
|
1
|
1
|
1000 ml pet
|
0
|
1
|
1
|
0
|
2
|
2
|
2000 ml pet
|
0
|
0
|
0
|
0
|
0
|
0
|
Here:
v 27 outlets where 0 outlets Clemon 150 ml CAN Brands were Displayed in the Rack
v 27 outlets where 0 outlets Clemon 250 ml CAN Brands were Displayed in the Rack
v 27 outlets where 8 outlets Clemon 250 ml PET Brands were Displayed in the Rack
v 27 outlets where 1 outlets Clemon 500 ml PET Brands were Displayed in the Rack
v 27 outlets where 2 outlets Clemon 1000 ml PET Brands were Displayed in the Rack
v 27 outlets where 0 outlets Clemon 2000 ml PET Brands were Displayed in the Rack
Category
|
Good
|
Average
|
Poor
|
No Display
|
150ml can
|
Nil
|
nil
|
Nil
|
Nil
|
250 ml can
|
Nil
|
Nil
|
Nil
|
Nil
|
250 ml Pet
|
50.00%
|
0.00%
|
37.50%
|
12.50%
|
500 ml pet
|
100.00%
|
0.00%
|
0.00%
|
0.00%
|
1000 ml pet
|
0.00%
|
50.00%
|
50.00%
|
0.00%
|
2000 ml pet
|
Nil
|
Nil
|
Nil
|
Nil
|
Fig: (27 outlets where 8 outlets Clemon 250 ml PET Brands were Displayed in the Rack)
Fig: (27 outlets where 1 outlets Clemon 500 ml PET Brands were Good Displayed in the Rack)
Fig: (27 outlets where 2 outlets Clemon 1000 ml PET Brands were Displayed in the Rack)
Category
|
Good
|
Average
|
Poor
|
No Display
|
Total
|
Total Shop visited
|
150ml can
|
0
|
0
|
0
|
0
|
0
|
0
|
250 ml can
|
2
|
1
|
0
|
0
|
3
|
3
|
250 ml Pet
|
1
|
0
|
2
|
0
|
3
|
3
|
500 ml pet
|
0
|
0
|
0
|
0
|
0
|
0
|
1000 ml pet
|
0
|
0
|
0
|
0
|
0
|
0
|
2000 ml pet
|
0
|
0
|
0
|
0
|
0
|
0
|
Here:
v 27 outlets where 0 outlets Speed 150 ml PET Brands were Displayed in the Rack
v 27 outlets where 3 outlets Speed 250 ml CAN Brands were displayed in the Rack
v 27 outlets where 3 outlets Speed 250 ml PET Brands were Displayed in the Rack
v 27 outlets where 0 outlets Speed 500 ml PET Brands were Displayed in the Rack
v 27 outlets where 0 outlets Speed 1000 ml PET Brands were Displayed in the Rack
v 27 outlets where 0 outlets Speed 2000 ml PET Brands were Displayed in the Rack
Category
|
Good
|
Average
|
Poor
|
No Display
|
150ml can
|
Nil
|
Nil
|
Nil
|
Nil
|
250 ml can
|
66.67%
|
33.33%
|
0.00%
|
0.00%
|
250 ml Pet
|
33.33%
|
0.00%
|
66.67%
|
0.00%
|
500 ml pet
|
Nil
|
Nil
|
Nil
|
Nil
|
1000 ml
|
Nil
|
Nil
|
Nil
|
Nil
|
2000 ml pet
|
Nil
|
Nil
|
Nil
|
Nil
|
Fig: (27 outlets where 3 outlets Speed 250 ml CAN Brands were Displayed in the Rack)
Fig: (27 outlets where 3 outlets Clemon 250 ml PET Brands were Displayed in the Rack)
