Tarang Chai ka sahi jorh!

2 Presented to: Mr. Haris Bin Maqsood Presented By: Adeel Feroz Umer Saleem Obaid Gori Ahmed Hassam Date: 15 th May 2009 RESEARCH ON ‘TARANG’

3  Tarang is a product of Engro foods limited, a subsidiary of Engro chemicals private limited.  Engro Foods started its business operations in March  It has established itself as a major player in the foods business with brand like Olpers Milk, Olwell, and Olpers cream.  They have launched another brand of milk by the name of ‘Tarang’.  Company has spent a lot of money in its marketing and advertising. BACKGROUND

4 Problem Statement “Tarang isn’t generating enough sales.”

5 Research Objective “To check the awareness level and intentions of people to buy Tarang.”

6 PROPOSED RESEARCH METHOD Person administered survey Sample unit consists of 100 individuals of Karachi who use packaged milk. Questionnaire consists of open ended, close ended and semi close ended questions.

7 FINDINGS OF RESEARCH

8 TYPE OF MILK USED BY PEOPLE The above graph shows that 74% of the sample unit uses packaged milk where as 26% people use open milk as well along with the packaged one. OpenPackagedBoth Responses07426 In %0%74%26% Total Responses100

9 SEPARATE MILK FOR TEA This shows that only 28% of the people use separate milk for tea where as the rest 72% don’t use separate milk for tea. This shows that the positioning of Tarang might not work with many as most of the people don’t use separate milk for tea. YesNo Responses2872 In %28%72% Total Responses100

10 Now let us look at the patterns of the above 28% people that what brand of milk they use for tea. This shows that most of the people use ‘Everyday’ for tea. Nestle Milk PakEverydayOlpersHaleebNidoOpen Milk Responses In %28.57%35.71%10.71% 3.57%10.71% Total Responses28

11 CHARACTERISTICS OF PACKAGED MILK Some of the ‘Other’ factors in the above table include: 1. Don’t have to boil 2. Easy to use 3. Good Taste QualityPurityCleanlinessHygieneHealthyOther Responses In %20%22%13%41%9%23% Total Responses100

12 TOP OF THE MIND SHARE Nestle Milk Pak holds the highest place when it comes to top of the mind share. Nestle Milk Pack OlwelNesvitaHaleebOlpersTarangEverydayNurpur Responses In %47%1%4%16%29%1% Total Responses 100

13 UNAIDED AWARENESS Nestle Milk PackHaleeb Dairy QueenPakolaOlwelNesvitaNido Responses In % 43%4%17%11%13%9% Total Responses100 HaleebOlpersTarangEverydayGood MilkNurpurAny Other Brand %56%9%8%26%1%6%

14 This shows that in unaided awareness, Haleeb and Olpers have the highest place where as Nurpur is at the lowest. The awareness of Tarang is more than Everyday when it comes to unaided awareness.

15 AIDED AWARENESS Nestle Milk Pack Haleeb Dairy Queen PakolaOlwelNesvitaNiralaNido Responses In % 99%46%75%69%83%28%63% Total Responses 100 HaleebOlpersTarangEverydayGood MilkNurpur %98%87%93%91%49%

16 1.The aided awareness for all brands is more or less the same except for Haleeb Dairy Queen and Nirala. 2. Awareness for Tarang is 87% which means that out of 100 people 87 know about Tarang. 3.The basic assumption of Tarang is that its ads are creating full awareness among people but still there are 13% of the people who don’t know what Tarang is. 4.This awareness of Tarang is low as compared to the 100%, 99% and 98% of Haleeb, Nestle Milk Pak and Olpers respectively. 5.Tarang needs to work more on bringing new ads or other campaigns to make 100% of the public aware of it, which can then lead to its usage.

17 AWARENESS OF TARANG This shows that the highest awareness is created because of the advertisement of Tarang on television. TVNewspaperOther PeopleGrocery StoreOther Responses In %88.50%2.30%13.80%0%13.80% Total Responses87

18 This shows that it’s the song of the ad that people still remember. SongDanceActors/LollywoodTheatreDon't Remember Responses In%48.05%32.47%28.57%18.18%11.69% Total Responses77

19 USAGE PATTERNS OF PEOPLE Ever Used Brands Nestle Milk Pak Haleeb Dairy Queen PakolaOlwelNesvitaNiralaNido Responses In %97%7%38%22%40%6%53% Total Responses87 HaleebOlpersTarangEverydayGoodmilkNurpur % 15%61%25%17%

20 Used in Past 3 months Nestle Milk PackHaleeb Dairy QueenPakolaOlwelNesvitaNirala Responses In %82.75%3.40%17.24%6.80%24.13%0.00% Total Responses87 NidoHaleebOlpersTarangEverydayGoodmilkNurpur %32.18%56.32%9.19%33.33%10.37%3.44%

21 Currently Using Brand Nestle Milk PakHaleeb Dairy Queen PakolaOlwelNesvitaNirala Responses In %56.32%1.15%9.20%4.60%11.49%0% Total Responses87 NidoHaleebOlpersTarangEverydayGoodmilkNurpur %13.79%41.37%1%12.64%3.44%1.15%

22 NON-USERS OF TARANG Most of the non-users do not intend to buy Tarang. YesNoMay be Responses In %14.86%63.51%21.62% Total Responses74

23 Most of the people are satisfied with the current brand of package milk that they are using. The second reason for not buying Tarang is that people don’t like its advertisement. Satisfied with Current Brand Don't like Ad Don't like Name QualityDon’t use Separate Milk for Tea Other Responses In %38.30%30%8.50%4.30%15%6.40% Total Responses47

24 USERS OF TARANG This shows that most of the people who used Tarang liked it. ExcellentGoodOkBadVery Bad Responses17311 In %7.69%53.84%23.07%7.69% Total Responses13

25 Following were the things that people liked in Tarang : QualityTasteThicknessGood for tea Responses01043 In %0%91%36%27% Total Responses11

26 Following are the things that are disliked by the 2 people who didn’t like Tarang: This shows that although there are people who like Tarang due to its taste, there are others who dislike it because of its taste! QualityTasteThickness Responses020 In %0%100%0% Total Responses2

27 The intention to re-buy Tarang was asked by these 13 people who had used it. Following were their responses: YesNoMay be Responses742 In %53.80%30.76%15.38% Total Responses13

28 And the reasons following the ‘No’ answers (4): Out of the 4 respondents, 3 of them will not buy Tarang in future because they don’t like its taste. TasteOther Brands More Good Responses31 In %75%25% Total Responses4

29 RESULTS Total Respondents/Sample unit: 100 Packaged milk users: 100 Most used Brand of package milk: Nestle Milk Pak People Aware of Tarang: 87 Major source of Awareness: TV ads Users of Tarang: 13 Reaction of the users: Liked the taste and texture of Tarang Reaction of Non-users: Don’t want to buy because of its ad and because of their loyalty towards current brand.

30 CONCLUSION Tarang’s TVC has been successful in creating awareness, it has not been able to fulfill its purpose of generating sales.

31 REASONS Negative perception of the ad in the consumers mind, resulting in negative perception of the product quality. Consumers’ brand loyalty towards their current brands and so the reluctance to change. Consumers’ preference for Nestle Everyday as a tea whitener if using separate milk for tea. Not many consumers who use separate milk for tea.

32 RECOMMENDATIONS

33 Re-launch of the product (a new advertising campaign) Revise name, packaging and also price if needed Retain texture and taste of the milk Promotional activities (free product trial) Use high profile models or the ones that match consumer’s profile

34 Thank You!