Market Display Status of CSD

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, Nilkhet, New Market.

Period: 10^th 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, New Market and Nilkhet.

Brands	Elephent Road	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 respectively.  Mojo was found as first and lemu was found as second brand at Elephent Road, New Market and Nilkhet.

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 =7    outlets

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)