SUMMER TRAINING REPORT
on
ZEST – CAR CLINIC
“THE NIELSEN COMPANY”
Submitted in partial fulfillment of the requirements of Post Graduate Diploma in Management
by
PAWAN KUMAR
PGDM 2011 - 13
29
IILM College of Management Studies Greater Noida
ACKNOWLEDGEMENT
It gives me immense gratification to place on records my profound gratitude and sincere
appreciation to each and every one who have helped me in this endeavour. I would especially like to express my sincere thanks to my respected company mentor Mr. Chandan Banerjee under whose guidance and continuous cooperation, support, suggestion, encouragement and providing input that I needed to complete my project successfully. I also would also like to express my gratitude towards my faculty guide Mr. Pawan Verma for his valuable guidance and support during the period of my summer training. He has corrected and guided me through every step in the project report. He also inculcated in me a systematic approach and professionalism I would also like to thank all those people at ?THE NIELSEN COMPANY’ who though being total strangers to me lifted my spirit with their cheerful smiles and gave me the courage & inspiration to work zealously on the project assigned to me and do justice to it. After completion of all the tasks and project assigned to me by the company and overall support of everyone around I find myself much more confident student. This program is my first step towards the corporate life and I won‘t deny that this has been a successful one as well. Lastly, I wish to express my gratitude to my colleagues and friends for their constant encouragement and support who helped me throughout the process and made this program a success.
Pawan Kumar PGDM 2011 – 13 IILM- CMS
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CONTENT
S.NO
1
TOPIC
Executive Summary Objective
PAGE NO.
4-5 6
2
3
Company Profile Working Methodology Final Analysis & Findings Recommendations Limitations of the Project Learning References
7 - 14 15 – 17 18 – 42 43 – 44 45 46 – 47 48
4
5
6
7
8
9
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EXECUTIVE SUMMARY
The report here will be focusing on one of the critical projects that were assigned to me by The
Nielsen Company during my summer internship program. The project was named “ZEST" where Honda Motors was the client of Nielsen. The theme of the project was to study and analyze consumer‘s perception towards Honda‘s 2 new models of cars in terms of exterior, interiors, engine specifications and perception of Indian consumers towards Honda Motors in Car segment and that too in Hatchback segment. The report will be throwing light on Indian Automobile Industry focusing mainly on the small car segment, what consumers have to say for the models being displayed and also in addition to get a feedback towards the features of the cars. Honda Motors were able to get a glimpse of what Indian consumer has to say when it comes to small cars. They will be able to identify who are their real competitors and who is the market leader in the specified segment, what features are most preferred by consumers etc. The data was collected using primary method where respondents were interviewed about the various attributes of the cars which was a part of Quantitative Study and also to talk about the Qualitative aspect many new findings came out by conducting FGD (Focused Group Discussion). The analysis and results will includes most preferred cars in hatchback segment , mostly owned cars , consumers motivation behind buying a car, most important aspects while making purchase decision , comparative analysis of brand imagery of Honda Vs. Maruti etc.. The outcomes of Focused Group Discussion , role of a moderator in a FGD , selection of respondents for a FGD and many more details of Market Research. The complete process of how to set up a car clinic will be discussed in the report being presented here. How Nielsen approached and attracted respondents, why only Delhi and Jaipur were chosen as preferred locations to conduct the clinic all these questions will be answered with as much details as available. Then we will be shifting towards the recommendation parts that will be for Honda motors which will be focusing on: ? ? ? ? Improvement in exterior and interiors of the displayed cars. Pricing approach. Competitive approach. Positioning of cars to be launched.
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In the end to conclude we will be discussing few limitations of the study like sampling errors, real recommendations that were made by Nielsen to Honda as the analysis that has been conducted is my original work, as the results and analysis were confidential in which we were not included as a part of real set up of recommendations and results.
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OBJECTIVE
The objective of the project ZEST , which was assigned to The Nielsen Company by Honda
Motors was to do an exploratory study. The research was divided into two parts as most of the researches are contacting both Quantitative and Qualitative studies. The prime objectives and reason behind conducting this research are mentioned below:
? QUANTITATIVE LEG
?
Find out Consumers responses towards 2 of their new Hatchback Cars which will be launched, in terms of Exterior and Interior features. Explore the most desired cars to be bought in next 6 months by the respondents. The most important purchase criteria‘s that influence their purchase decision while going for a Hatchback Car. Pricing overview.
? ?
?
? QUALITATIVE LEG
?
They will also find out intention to buy Honda Cars and will do a comparative analysis with the other brands in the market. This will be a part of Qualitative leg which will be done using a Focused Group Discussion. What consumers seek in cars and which cars or brands are mostly liked by consumers and why? Brand imagery of Honda Motors in car segment and how consumers perceive the brand.
?
?
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NIELSEN’S HISTORY
The Nielsen Company (erstwhile ACNielsen) was established in the United States in 1923 by
Arthur C. Nielsen, Sr., one of the founders of the modern marketing research industry. Among many innovations in consumer-focused marketing and media research, Mr. Nielsen was responsible for creating a unique retail-measurement technique that gave clients the first reliable, objective information about competitive performance and the impact of their marketing and sales programs on revenues and profits. Nielsen information gave practical meaning to the concept of market share and made it one of the critical measures of corporate performance. Mr. Nielsen also founded the business known today as Nielsen Media Research, the global leader in television audience measurement and other media research services.
ACNielsen opened its first international office in the UK in 1939 and, after World War II, progressively expanded its operations in Western Europe, Australia and Japan.
In 2001, ACNielsen became part of VNU, a world leader in marketing information, media measurement and information and business media. In 2003, VNU announced a new organizational structure for VNU Marketing Information (MI), its largest business group, to address evolving client needs and to create an enhanced platform for accelerated growth. In 2005, VNU attempted to expand into healthcare and pharmaceutical information by acquiring IMS Health. Although the merger was terminated in the face of shareholder opposition, the two companies agreed to work together to develop new capabilities. In 2006, VNU was acquired and taken private by a consortium of six private equity firms. In 2007, VNU changed its name to The Nielsen Company. This new identity emphasizes its best known brand name and underscores its commitment to create an integrated, streamlined global organization.
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WHAT THEY DO
Nielsen offers an integrated suite of market information gathered from a wide range of sources,
advanced information management tools, sophisticated analytical systems and methodologies, and dedicated professional client service to help their clients find the best paths to growth. Clients work with their services to: ? ? ? ? Measure their market performance. Analyze market dynamics. Diagnose and solve marketing and sales problems, and Identify and capture growth opportunities.
PRACTICES
Retail & Shopper Marketing
Brand & Portfolio Management
Pricing & Promotion Strategies
Product Innovation & Renovation
Social Media Intelligence
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1. Retail & Shopper Marketing:
? No matter how strong a product, it must be marketed to the right shopper in the right context if it is to succeed. Understanding shopper behaviour allows retailers and manufacturers to optimize in-store layout, communications, assortment, pricing and promotions to boost sales. But how do you decide where to expand next or how to increase per-store sales? What pack size, price point or channel makes the most sense based on how segments are evolving? What is the right strategy for growing and expanding your brand and product offerings?
?
? How We Can Help
? Our comprehensive insights into the shopper experience—including influences such as in-store placement and retail channels—delivers retailers and manufacturers a clear view of the market through the consumer‘s eyes. Nielsen provides an in-depth understanding of the shopper experience, giving you insights that set the perfect mix of pricing, packaging and presentation to drive growth.
? How We Do It
? Our comprehensive solutions include: ? ?
Optimizing distribution across millions of traditional trade outlets throughout India. Analyzing
assortment range and shelf management, testing new shelf layouts and understanding shopper segmentation.
?
Measuring
shopper behavior, including shopping mission and motivation, and marketing activation, looking at change moments in shopper conversion process.
?
Organizing overall category management, product price, assortment, in-store placement
and promotion to increase share of shopper basket.
?
Assessing
best locations for retail expansion and new store launch through understanding sales, traffic and shopper satisfaction.
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2. Brand & Portfolio Management:
? ? Building strong brand equity means dealing effectively with a lot of moving parts. Managing each component of your portfolio is essential to enhancing the overall perception and competitive performance of your brand. But how can you create the strongest brand portfolio and which components need to be improved? How do you determine what‘s driving category growth and how can you improve how you are allocation of your brand support budget? What steps need to be taken to move your brand closer to the desired positioning?
? How We Can Help
? Nielsen helps you measure the dimensions of your portfolio and the key drivers in each category. We allow you to assess the best ways to mix and measure your product portfolio, identifying where your competitive strengths and opportunities lie. Nielsen helps you to evaluate the ROI of your communication strategy and customer management programs, determining how they could be improved to better attract consumers to your offerings.
? How We Do It
? Our comprehensive solutions include: ?
Strategies
for positioning and building your brand as efficiently and effectively as possible, looking at brand‘s underlying health and potential for future success.
?
Measurement
of both perception and product/service experience, as well as their correlation to sales performance.
?
Optimization of brand portfolio, ensuring your product mix offers the best fit for what
consumers need.
?
Tools
for monitoring and optimizing brand performance, anticipating demand by identifying consumer needs.
?
Integration
of distribution, consumer behavior and perception data to gain the best understanding of the market and category.
?
Identify threat and growth potential, prioritizing future brand action.
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3. Pricing & Promotion Strategies:
? ? One of the greatest challenges for any manufacturer or retailer is setting prices. Impacted by economic conditions, trends in label growth, and commodity cost fluctuations, pricing and sales strategies require in-depth and current knowledge of the market. So what is the optimal price point for your products, and how will your customers respond to changes? How should you price a new product, or a product re-launch? What‘s the best way to promote your products during a price increase, and which promotions are the most effective?
? How We Can Help
? Nielsen optimizes your pricing and promotional strategy to align with brand and profit goals for your entire product portfolio. We work with you to predict how various pricing and promotion scenarios will impact sales and profits as well as the shopper‘s perception of your brand.
? How We Do It
? Our comprehensive approach includes: ?
Modeling price and promotion options, discerning optimal price to drive trial and
repeat purchases, meeting volume and profit goals.
?
Determining new and re-launched product pricing strategies to generate trial and
respond to competition.
?
Integrating
retail and consumer research data to form a holistic picture of the market, and forecast future shifts.
?
Assessing the impact on sales and profitability for manufacturers and retail partners,
as well as price interactions between own portfolio.
?
Analyzing
pricing promotions, with clear recommendations for improvement and pack price optimization.
?
Tracking market continuously to best respond to fluctuations and commodity cost
changes.
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4. Product Innovation & Renovation:
? The marketplace—and your competitors—are in constant motion, so you can‘t afford to have your products stand still. But launching a new product or refreshing an existing one requires a deep understanding of the market, and an execution strategy based on the best data available. So how should you develop and market your product to ensure a strong performance? What is the volume potential of your initiative and the best way to position it vis-à-vis your competitors? What would be the best launch strategy, including distribution, advertising and investment?
?
? How We Can Help
? Nielsen offers a full range of services that help you evaluate, develop and recharge brands and products. From the earliest stages of idea generation through product launch and post-launch evaluation, we provide research to help direct decisions about product innovation.
? How We Do It
? Our comprehensive solutions allow you to: ?
Evaluate
the viability of new product ideas based on consumer, brand/category assortment and retail environment, identifying those with the best potential.
?
Test your product concepts, packaging and deliver what the consumer and customer
needs.
?
Assess
external factors to identify their impact on product placement and positioning, and to improve trade relationships, delivering what the consumer needs.
?
Understand the consumer adoption process and impact of relaunch among existing
brand buyers and non-buyers.
?
Minimize risk and portfolio cannibalism by drawing on rich database and expertise,
while maximizing sales and profit.
?
Forecast long-term viability of product and consumer reaction.
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5. Social Media Intelligence:
? ? Conversations on customer review sites, blogs and social networks are shaping your public image and impacting sales. But how can you use social media metrics to derive these insights? How should you use this analysis to make marketing decisions? Which channels and platforms are most effective, and how can social media best be integrated with other marketing extensions?
? How We Can Help
? Nielsen‘s measurement and filtering tools help you assess exactly what value can be gained from social media, identifying when it offers advantages over traditional marketing, and when the they can be used together. We help you understand your consumer through social media, linking feedback and queries to customer service infrastructure and mechanisms.
? How We Do It
? Our comprehensive solutions include: ?
Listening to social media, measuring what is being said about your brand, and
how to use it to drive growth and further engagement.
?
Formulating a social media activation plan to enhance your brand‘s social media
presence, advising on how to build brand advocacy.
?
Creating
content and community management practices to engage the social media community.
?
Evaluating consumer response and conversion to determine efficacy of digital
and social media marketing investments.
?
Benchmarking social media performance and actions from competitors, while
tracking threats as part of online reputation management.
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CORPORATE SOCIAL RESPONSIBILITY
Talking
about Nielsen CSR initiatives they are very much active on both social and
environmental aspects. Nielsen across the globe observes 14th June as Global Impact Day and volunteered for social causes and projects as part of their social responsibility initiative. Highlighting few initiatives taken on this very day across India at various offices are mentioned below. ?
Mumbai: In Mumbai, around 400 employees from Nielsen chose to visit Malwani, the
Asia's second biggest slum located in north Mumbai. Hunger-free society and food for education were the theme selected by the group who visited four schools in Malwani. The visiting team played with the students and interacted on various social and developmental issues. They also distributed note-books and educational materials as token of support for the current academic year.
?
New Delhi: In capital around 100 employees to an orphanage in Sarai
Kale Khan and spent time with children there. They also distributed many stationery items, sports items etc. which would help the orphanage. I personally was a part of this special day.
?
Jaipur: In Pink city employees from Nielsen went to an old age home
and spent time with many parents who were stranded in their old age. Nielsen employees played games with them and donated many necessity items to old age home like fans , coolers , beds etc.
?
Jharkhand:
AC Neilsen in partnership with TATA Power had launched an exclusive ?Livelihood Intervention Project‘ for Maithon Power Limited a Joint Venture Company with Damodar Valley Corporation. The project aims to develop agriculture productivity in the area from mere subsistence level to commercial farming through harnessing the opportunities presented by favourable topography. Phase 2 of this paddy intervention is about to be completed with High Yield Varieties (Foundation and Certified) of paddy followed by vegetable crops covering 265 Farmers in 365 Acres of land of 14 villages in Maithon.
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WORKING METHODOLOGY
The project here is termed as a ?car clinic? in research terminologies. This clinic is divided into
2 parts the first step is called ?QUANTI? (Quantitative), where the data is collected using a questionnaire. The second step is ?QUALI? (Qualitative), where few selected respondents were part of a FGD( Focused group discussion). The entire methodology has been described in following steps: POPULATION:The population or universe here refers to all those people who are willing to purchase a new car in next 6 months or so. Tough there were other criteria as well but to have a database of all those people who are willing to buy a car in next six months was the real challenge. To get the list following steps were taken: ? ? Get data from various car dealers across Delhi/NCR of all those people who have seek information from their respective centre. Online surveys were conducted to create a database for the same seeking just information regarding their intention to purchase a car in coming months.
SAMPLE SIZE:? ? ? ? ? ? The sample size was of 150 respondents and the criteria‘s were: Should be an owner of 2 wheeler at least. Should be more then 25 years of age. Annual income should be more than Rs. 4 lakhs. Should not be purchasing the car for commercial use. Should be planning to purchase a hatchback car in next 6 months.
Only those car seekers were shortlisted out of entire population who met the above mentioned criteria.
ATTRACTING THE REPSONDENTS:After the list of future prospects was compiled, all of them were called and asked about the above mentioned criteria‘s and if any respondent met all of them then they were asked about the availability for the car clinic. A special gift voucher was also given to all those who attended the clinic which was from Shopper‘s Stop worth Rs. 500.
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CAR CLINIC:Car clinic was held for a period of 4 days in New Delhi. Mentioned below was the distribution of the respondents on the various days: ? ? ? ? DAY 1 – 40 DAY 2 – 40 DAY 3 – 40 DAY 4 – 30
Step 1:The respondents were first asked about the basic questions related to their demographics , reason to buy a car , currently owned vehicles , actions taken by them till date before purchasing a car , usage pattern etc. After these questions were asked they were informed that they will be evaluating 3 cars in terms of exterior and interior looks and then they were taken to main setup in a big hall where 3 cars were displayed tagged as CAR P , CAR Q , CAR R. At one go maximum of 3 respondents were taken inside to avoid any hassle, biasness in the responses.
Step2:Then the respondents were taken to 3 different marked position from where they can view the exterior. First the responses about the front was recorded, then side and in last the rear looks were displayed. The sequence to be followed was first we have to show them CAR P then CAR Q and in last CAR R was displayed.
Step 3:After the entire exterior evaluation was done then in the same sequence one by one interiors were also evaluated by them. The respondent was made to sit on the driver‘s seat first then on the rear seat and the responses were recorded.
Step 4:After all the steps in last few questions were recorded about overall vehicle response, suitable prices etc. and the interview terminated. On an average an interview lasted from 30 to 45 minutes.
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FOCUSED GROUP DISCUSSION:-
After that the responses were collected and then in the day end few people were chosen for
FGD to be held on last two days. The respondents were chosen on following criteria‘s:? ? ? 2 Acceptors of CAR P 2 Acceptors of CAR Q 2 Acceptors of CAR R
There were 5 sessions of FGD were held containing 6 respondents in every discussion as per the above mentioned criteria. In presence of 1 moderator the FGS were conducted which were scheduled for a period of 60 minutes to 90 minutes. The discussions were divided into following sections: Section 1: ? A brief understanding of demographics.
Section 2: ? Current vehicles ownership and usage pattern.
Section 3: ? ? ? Need of a car. Purchase criteria. Preferred brands.
Section 4: ? Brand Imagery – Honda Vs Others.
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ANALYSIS AND FINDINGS
Most Owned Cars
70 60 50 40 30 20 10 0
61
3
10
12
15 3
16
11
12
4
3
2
Out of all the respondents 40% of them were currently the owners of two wheelers but apart from that it was found that 10.5% of them owned Maruti Alto and 9.9% were owners of Hyundai Santro. This shows that these two cars are one of the most owned cars currently and also other cars of Maruti like Swift, Wagon-R are also owned by most of them which makes Maruti the market leader indeed and hence a tough to beat competition up ahead for Honda Motors.
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Most Desired Cars
25
22 18 14 10 11 9 6 4 2 1 2 2 2 2 11 8
20
15
10
7 3 3
7
6
5
0
Almost 15% of respondent were intending to buy Maruti Swift in next 6 months which currently makes it the most desired car in Hatchback segment followed by Hyundai i20 with 12% of them. The reason why Maruti Swift is the most desired was because of its strong engine performance and stylish looks. Also people find Maruti cars the most reliable brand of all.
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Want a car to indicate my social status, 16%
Need to upgrade from the 2 wheeler Need a small car which suits my daily needs
3% 7%
7% 8% 5%
Need a car with good looks
9% Need a car with good looks, 27%
Need to have the latest car in the market Want to have a family car It was always an aspiration for me to buy a car myself
Want to have a family car, 18%
Want to have a car that has premium image Want a car to indicate my social status Wanted a car to commute to office/ work easily
3 major reasons for Indian consumers to buy a car are good looks with 27% responses, need for a family car with 18% and social status with 16% of total responses.
This makes it clear that Honda should focus on these 3 aspects and try to position their cars in such a way that they are able to attract consumers towards them with the market being so competitive with established payers like Maruti Suzuki and Hyundai in Hatchback Segment.
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Important aspects behind purchase decisions
Word Of Mouth Reliable Brand Price of parts Agility Engine Performance Exterior design Road visibility while driving Ease of parking Comfort of ride and seating comfort Fuel Efficiency Resale value Good value for money Price of the car 0 10 20 30
16 40 12 9 18 30 21 6 21 54 21 22 75
40 50 60 70 80
Price of the car is the major concern for Indian buyers as 17% of respondent said so being followed by the fuel efficiency with 12% of them responded with this. Also people only trust reliable brands. Now the above mentioned 3 aspects are the reasons why Maruti has been able to capture the market and it will be very tough for Honda to beat them on price and reliability parameter with the faith that people have on Brand Maruti Suzuki.
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Exteriors - P ( liked )
Bonnet Design 4% 5% 4% 11% 13% 7% 3% 14% 7% 6% 22% 3% Front Bumper Head lamp Windshield Front Grill Shape of the side doors Shape of the windows Size of the side door Size of the windows Rear Mirror 1% Rear door shape Rear tail lamp design Rear glass design
After evaluating the exteriors of Car P, 2 of the most liked features were Front Bonnet Design which was liked by 22% of the respondent followed by The Front Grill being liked by 13.3% of them. Other features which caught attention were Head lamp and size of the windows. The bonnet being one of the most attractive features was liked because of its aerodynamics looks and also because people found it something fresh. The front grill was also liked by respondents because of stylish looks. The size of side windows were very big and people found it good as it might help them to have a good outside view.
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Exteriors - P ( Disliked )
50 45 40 35 30 25 20 15 10 5 0
16.7% of responses went against the bumper as people found it very long and they think that on Indian roads the car might have ground clearance issues. Also 13.7% of the responses went against the rear glass design as people thought that the length of the glass was too long and can create privacy issues with complete interior being exposed from rear.
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Exteriors - Q ( Liked )
60 50 40 30 20 10 0
55 48 43 25 21 4 8
28 21
12 2 10 23
In Car Q 18.3% people found the front bumper being the most likeable feature with appropriate height which will not have any ground clearance issues. Also 16% of them liked the headlamp as well.
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Exteriors - Q ( Disliked )
Rear glass design Rear tail lamp design Rear door shape Rear Mirror Size of the windows Size of the side door Shape of the windows Shape of the side doors Front Grill Windshield Head lamp Front Bumper Bonnet Design 0 10
29 17 48 9 15 12 14 32 30 15 12 12
20 30
55
40
50
60
Talking about the most disliked features of all rear mirror design was not liked by 18.3% of the respondents and 16% of them didn’t liked the rear door shape too as they found it least stylish of all. Front grill and windshield were among features which were not much liked by the people as well.
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Exteriors - R ( Liked )
Rear glass design Rear tail lamp design Rear door shape Rear Mirror Size of the windows Size of the side door Shape of the windows Shape of the side doors Front Grill Windshield Head lamp Front Bumper Bonnet Design 0 10 20 30 40 50 60
52 3 11 17 14 7 3 5 3 23 87 13 62
70 80 90
Talking about car R the most attractive feature which came out was the headlamp with 29% of the responses went in its favor followed by the bonnet design with 20.7% responses in their favor. This showed that these tow features outplayed other features and could be a great feature to have in their car as people found it very unique and different when compared to existing models in the market.
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Exteriors - R ( Disliked )
70 60 50 40 30 20 10 0
61 50 43 22 7 5 6 10 13 12 8 38 25
Though people liked this model a lot as compared to other two but the two features that they didn’t liked about this car were the front grill with 20.3% going against this feature and the front bumper with 16.7% responses against it. The problem that was being reported with front grill was that they found it very unstylish as it seemed very flat and obsolete design and in case of front bumper they again thought that this car will have ground clearance issues on Indian roads.
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RANK 1
23%
P
RANK 2
12%
P Q
RANK 3
23% 27% 50%
P Q R
61% 16%
35%
53%
Q R
R
The most likeable car in terms of exterior was car R with 61% of people ranked it rank 1 and 53% of them ranked it rank 2.
2nd most liked car came out to be car P with 23% ranking it the best and 53% ranked it 2nd best in terms of exterior looks Car Q was the least desired car in terms of exterior looks as 50% of responses ranked it rank 3 and 35% ranked it rank 2.
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Interiors - P ( Liked )
90
90 80 70 60 50 40 30 20 10 0
50 38 42
65
0
11
0 4
The most liked feature among the respondents emerged as the legroom that the car P has both in front and rear seats with as 30% responses stated that being followed by the seat flexibility feature that has been installed on the rear seats which was being liked by 21.7% of the people. In other features 16.7% people found the seats to very comfortable and 14.7% people liked the stylish dashboard design.
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Interiors - P ( Disliked )
90
90 80 70 60 50 40 30 20 10 0
85
58 38 17 0 0
12 0
Two of the most disliked features in terms of interior of car P were the steering position and the visibility of road being recorded at 30% and 28.3% respectively. Few of them also didn’t like the interior color design as 19.3% responses says so.
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Interiors - Q ( Liked )
120 100 80 60 40 20 0
118 66 27 1 10 35 2 41
Interior color scheme was liked by 39.3% of the people being followed by the sitting comfort that was being offered by car Q with 22% of responses in the favor. This shows that people like dark colors for interiors and the reason that they state is light colors are prone to dust and need special care too.
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Interiors - Q ( Disliked )
Seat Flexibility Visibility of Road Visibility of Controls Dashboard Design Interior Color Scheme Steering Position Sitting Comfort Headroom Legroom 0 20 40 60 80 100
72
11 22 63 11 10 8 0 103
120
34.3% of the total responses stated that the car Q has very less legroom and also 24% of the people didn’t liked the fact that there was no seat flexibility feature installed in this car. Also 21% of them didn’t liked the dashboard design also and stated that it is very obsolete and doesn’t carry anything different then existing cars in the market.
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Interiors - R ( Liked )
90 80 70 60 50 40 30 20 10 0
85 77
31 2 2
41
52
10 0
Moving on to the interior of car R the most liked car in terms of exteriors, 28.3% people liked the interior color scheme with lavishing dark colors which made it look elegant and 25.7% of them liked new stylish dashboard design with all new meter console installed and also enough storing space that was unique feature about the
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Interiors - R ( Disliked )
120
120 100 80 60 40
88
22
20
20
25
18 7 0
0
0
Visibility of road was a big concern as 40% of the people stated that while sitting on driver’s seat the visibility was very less. According to them the new bonnet design had to do with it which was flat from front however made it difficult for the person sitting on the driver seat to have a complete access to the road. Also legroom was stated less by 29.3% of them but the reason behind the legroom complain can be that in car P the legroom that has been provided is very big and that is why people came out with this response.
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RANK 1
RANK 2
RANK 3
6%
58% 26% 16%
P Q R
36% 51%
P Q R
23% 71%
P Q R
13%
The most liked car in terms of interior was again CAR R as 58% of the responses stated that the CAR R had most stylish and attractive interiors featuring good color combinations along with unique dashboard. 51% of the respondents found CAR P as the 2nd most stylish of them in terms of interiors in which legroom was the most likeable feature of all. CAR Q again lagged behind in terms of interiors too as 71% of the responses stated that. According to respondents the car lacked modern looks.
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RANK 1
RANK 2
RANK 3
7% 15%
P Q R
18% 9%
P Q
20% 13% P, 67%
P Q R
R, 73%
R
Q, 78%
The overall evaluation ended with no surprise as CAR R ranked 1 with 73% of the responses went in its favor and the reason behind that was stunning exteriors with the unique bonnet design and attractive headlamps. Also People liked the interior of the car which was the best so far with attractive bonnet design and color combinations. CAR P was the 2nd choice of the customers as 67% of the responses ranked it rank 2 the reason that it lagged behind was the bumper design and the color combinations of interior which was light in color and people are not very much comfortable with light colors. CAR Q was the least wanted of all with 78% people ranked it rank 3. The car lacked style and it hardly had any feature that was different.
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Great Buy For Money
4 lakh 3.75 lakh 3.5 lakh 3.25 lakh 0 20 40 41 60 18 37 54 3.25 lakh 3 lakh 2.75 lakh 2.5 lakh 2.25 lakh 0
Cheap
12 30 26 61 21 20 40 60 80
Expensive
5.25 lakh 5 lakh 4.75 lakh 4.5 lakh 4.25 lakh 4 lakh 18 47 35 38 10 2 0 20 40 60 5.75 lakh 5.25 lakh 6.25 lakh
Too Expensive
8 64 9 40 20 7 4.5 lakh 2 0 20 40 60 80
Great Buy For Money
36% respondents said that at 3.5Lakh the car will be a great buy for money. If car is priced at 2.5 Lakh then 41% of the respondent said that they will have a doubt on the quality of the car. 31% of the respondents said that if car is priced at 5 Lakh then it will be expensive but they still can consider it to buy. Anything above 6 Lakh will make it out of consideration to buy as suggested by 42.7% of the respondents.
Cheap
Expensive
Too Expensive
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Great Buy For Money
4 lakh 3.75 lakh 3.5 lakh 3.25 lakh 0 38 20 40 60 20 37 55 3.25 lakh 3 lakh 2.75 lakh 2.5 lakh 2.25 lakh 0 13
Cheap
29 26 60 22 20 40 60
Expensive
17 5 lakh 32 4.5 lakh 4 lakh 0 10 4 20 40 60 43 44 6.25 lakh 5.75 lakh 5.25 lakh 4.5 lakh
Too Expensive
0
20
40
60
80
Great Buy For Money
36.7% respondents said that at 3.5Lakh the car will be a great buy for money. 40% says hat anything below 2.5 Lakh will be too cheap to maintain quality. 29.3% of the responses said that 5 Lakh will be an expensive tag for the car. Anything above 6 Lakh will make car out of consideration even says 42.7% of them.
Cheap
Expensive
Too Expensive
Page | 38
Great buy For Money
5 lakh 4.75 lakh 4.5 lakh 4.25 lakh 4 lakh 3.75 lakh 0 22 34 49 19 17 9 20 40 60 3.25 lakh 3 lakh 2.75 lakh 0
Cheap
64 46 40 20 40 60 80
Expensive
7 lakh 6 lakh 5.5 lakh 5 lakh 4.5 lakh 0 2 6 10 19 25 40 6 lakh 7.5 lakh 6.5 lakh
Too Expensive
7 33 20 12 54 2 5.5 lakh 22 0 20 40 60
20 23 5 10
20
30
40
Great Buy For Money
According to 55% of the responses car will be a great buy if priced at 4.5 or 4.75 Lakh. 42.7% people will have doubt on the quality if priced below 3.25 Lakh. If priced around 5.5 to 5.75 Lakh it will be considered expensive as said by 33% of respondents. 6 Lakh has been suggested as the upper limit by 36% of the respondents.
Cheap
Expensive
Too Expensive
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Intention to buy - P
Definitely would buy Probably would buy May or may not buy Probably would not buy Definitely would not buy
Intention to buy - Q
Definitely would buy Probably would buy May or may not buy Probably would not buy Definitely would not buy
Intention to buy - R
Definitely would buy Probably would buy May or may not buy Probably would not buy Definitely would not buy
6% 13% 27% 16% 38% 21%
6% 12% 32% 29%
5% 20%
7% 0%
68%
P
As ranked 2nd in the list Car P had 16% of the supporters who said that they are looking forward to the launch and if all goes well with the price they will definitely buy this with 38% saying that they probably can buy the car.
Q
Car Q didn‘t had much of support there were 44% support with 12% saying that they like the car and they definitely will buy that and 32% said they probably will consider buying the car.
R
The best of all 3 Car R had the most support and it seems that this car will have great impact as 68% of the respondent have said that they will definitely buy this car and 20% saying that they probably will buy.
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FOCUSED GROUP DISCUSSION FINDINGS
In this section I will be highlighting few key findings that came out after conducting 5 GD
sessions among the chosen respondents. The findings here will be giving a brief about how people perceive the current brands in the market and there most preferred brands and there reasons behind that and many more things we will be covering. PURCHASE CRITERIA:Under this the respondents were asked about various criteria‘s they look into while purchasing a car and no doubt that the price of the car was the biggest criteria for consumers of India who are among most price sensitive consumers in the world. Then fuel efficiency was another important aspect for them with day by day increase in price of petrol and diesel. Due to this very reason people have started shifting towards diesel variants even when they come at higher cost. After these two important parameters overall looks of the cars matters a lot to the buyers as sometimes it also becomes a decisive factor for them to purchase a car especially the youth segment. BRAND PRIORITY:With many years of dominance Maruti Suzuki still is the most preferred brand of all existing brands in the market. When asked why people perceive Maruti as most preferred brand then the people has many things to state about Maruti with reliability, durability and serviceability the most important factors behind Maruti‘s success. Maruti Alto, Swift and Wagon R being the most popular models in hatchback segment for most of the Indian consumers and according to them the sales data refers to that why they are the market leader. Moving on to the second most preferred brand after Maruti then the people shifts to Hyundai as 2nd on the chart with Santro as the star performer for them in the past with effective mileage and durability. In recent years Hyundai‘s other models i10 and i20 have also gained significant popularity among Indian masses as people find these two variants as a competitor to Maruti Suzuki‘s Swift and Wagon R. 3rd on the list is Honda for them though they have 2 variants in the market but Honda Brio and Jazz are definitely gaining popularity but because of late entrant in the hatchback segment it still has a long way to go. 4th was Volkswagen with Polo as the model which comes up to their mind but the reason behind that it is not that much popular among Indian consumers is that they perceive Volkswagen as a premium brand which has a high cost of purchase and maintenance.
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BRAND IMAGERY OF HONDA MOTORS:Talking about Honda Motors the first thing that comes in mind of consumers is Honda City , one of the most famous sedan cars on road followed by Honda Civic. These two models have gained a respect in market with their performance and reliability. These two cars have been very popular in sedan segment but when it comes to hatchback segment Honda has not much to cheer about and with the launch of two models Brio and Jazz they are entering the race and people have started perceiving Honda beyond Honda city. Though it‘s very difficult proposition for Honda to compete against market leader like Maruti which has acquired market on all fronts , be it price , be it efficiency , be it the performance, they have been a superb player especially in hatchback segment. But with the ethnocentric positioning of Japan which is known as land of technology Honda definitely can compete against their country rivals Maruti Suzuki though it will take extra effort form them and some new strategies which can help them fight against the established giants.
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RECOMMENDATIONS
The main objective of the car clinic was to check the responses of consumers towards 2 new
models of Honda Motors in hatchback segment. The recommendations that will be made here will be on positioning of cars, pricing strategies and few changes that can be done in 2 models in terms of exterior and interior looks.
1. To compete against established players like Maruti Suzuki and Hyundai Honda motors has to focus on 3 aspects which are pricing as Indian consumer is price sensitive, Looks which we think they have in these 2 models and position themselves as a family car as most of the consumers need a family car.
CAR P
2. In terms of exteriors of car P they have to work upon the front bumper as it seems that the car might face issues with ground clearance. 3. The size of rear glass is also too long which seems a problem for many of the people who will be willing to buy the car as they think it might go against their privacy. 4. For the interior part in car P people are much more inclined towards dark colors as compared to light ones so either company should launch the dark variant or they should provide an option to choose one. 5. The biggest problem in terms of interior was steering position which definitely needs an attention as it creates a problem while getting in and getting out of the car. 6. The best price that can make car P a popular choice among the Indian consumer can be anything in the range of INR 3.5 lakh up to a maximum of 4.5 lakh.
Page | 43
CAR R
7. In terms of exteriors for car R again the same issue with the front bumper needs to be addressed as its too lengthy for Indian roads. 8. The front grill is also a problem with its flat design it doesn‘t looks good and should be changed and further modifications can be done if possible. 9. Moving on to interior part the first thing that can be taken care of is the road visibility as most of the people found it very difficult to have an entire view of road while sitting on driver seat. 10. Legroom is another issue that was being highlighted by the people in this model which again can be a concern for them. 11. For car R the type of popularity it has shown it can be priced somewhere in a range of INR 4.5 lakh up to a maximum of 6 lakh.
Page | 44
LIMITATIONS OF THE PROJECT
This report hereby which has been submitted is my original work and due to certain company
privacy clauses the report carries many limitations which are mentioned below:
1. The raw data that was provided is only limited to certain parts of the questionnaire as the original questionnaire had 64 questions in it. 2. The analysis has been done only on Delhi leg of the project and Jaipur leg is not included due to lack of data being provided by the research office from Jaipur. 3. I was not part of analysis team which did the original analysis on the project due to privacy policy of the client –Honda Motors.
Page | 45
LEARNINGS
The overall experience in ?The Nielsen Company? was an amazing learning curve which when
ended it made us more knowledgeable as during entire summer internship we were exposed to various aspects of Market Research. With the special attention being paid by my mentor It was an easy task to perform and learn so many things in real life that we used to read only in books. Various aspects of Market Research and organizational behavior were learnt by me during the program. The learning outcomes are being mentioned below: ? Primary data collection using CAPI – Computer Aided Personal Interviews and PAPI – Paper Aided Personal Interviews methods. Details of questionnaire designing and learnt to what extent a questionnaire can be complex and how each and every question plays an important role in final analysis. Sampling techniques and approaches to solicit the desired sample which can be true representative of your entire population/universe. Consumer perception towards hatchback cars as my main project was based on that only which also gave us some insight into automobile industry. Quality check and data cleaning approaches which ensured that the final data that is provided to the research team is not having flaws which ultimately leads in proper analysis and results. One of the major aspects ?Car Clinic? that is used in Market research for serving the needs of clients from Automobile Industry. In Qualitative Research how a FGD ( Focused Group Discussion ) is conducted and role of a moderator and various steps that are taken care of while conducting it. How to attract respondents to get unbiased results by offering them in terms of some gifts, prizes etc. During primary data collection we were made to fix an appointment on our own so with the passage of time we also mastered the art of fixing an appointment with top officials of the companies which is a major parameter that in field of marketing.
Page | 46
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In one of the projects of Business Today I also learnt that how the college rankings are done and how the weightage are assigned to various parameters and how the parameters are defined. With many other projects that we covered from various industries we had an insight in all types of industries.
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Page | 47
REFERENCES
? ? ?http://www.indiacsr.in/en/?p=3606http://www.nielsen.com/in/en.htmlhttp://en.wikipedia.org/wiki/Nielsen_Company
Page | 48
doc_653679444.docx
on
ZEST – CAR CLINIC
“THE NIELSEN COMPANY”
Submitted in partial fulfillment of the requirements of Post Graduate Diploma in Management
by
PAWAN KUMAR
PGDM 2011 - 13
29
IILM College of Management Studies Greater Noida
ACKNOWLEDGEMENT
It gives me immense gratification to place on records my profound gratitude and sincere
appreciation to each and every one who have helped me in this endeavour. I would especially like to express my sincere thanks to my respected company mentor Mr. Chandan Banerjee under whose guidance and continuous cooperation, support, suggestion, encouragement and providing input that I needed to complete my project successfully. I also would also like to express my gratitude towards my faculty guide Mr. Pawan Verma for his valuable guidance and support during the period of my summer training. He has corrected and guided me through every step in the project report. He also inculcated in me a systematic approach and professionalism I would also like to thank all those people at ?THE NIELSEN COMPANY’ who though being total strangers to me lifted my spirit with their cheerful smiles and gave me the courage & inspiration to work zealously on the project assigned to me and do justice to it. After completion of all the tasks and project assigned to me by the company and overall support of everyone around I find myself much more confident student. This program is my first step towards the corporate life and I won‘t deny that this has been a successful one as well. Lastly, I wish to express my gratitude to my colleagues and friends for their constant encouragement and support who helped me throughout the process and made this program a success.
Pawan Kumar PGDM 2011 – 13 IILM- CMS
Page | 2
CONTENT
S.NO
1
TOPIC
Executive Summary Objective
PAGE NO.
4-5 6
2
3
Company Profile Working Methodology Final Analysis & Findings Recommendations Limitations of the Project Learning References
7 - 14 15 – 17 18 – 42 43 – 44 45 46 – 47 48
4
5
6
7
8
9
Page | 3
EXECUTIVE SUMMARY
The report here will be focusing on one of the critical projects that were assigned to me by The
Nielsen Company during my summer internship program. The project was named “ZEST" where Honda Motors was the client of Nielsen. The theme of the project was to study and analyze consumer‘s perception towards Honda‘s 2 new models of cars in terms of exterior, interiors, engine specifications and perception of Indian consumers towards Honda Motors in Car segment and that too in Hatchback segment. The report will be throwing light on Indian Automobile Industry focusing mainly on the small car segment, what consumers have to say for the models being displayed and also in addition to get a feedback towards the features of the cars. Honda Motors were able to get a glimpse of what Indian consumer has to say when it comes to small cars. They will be able to identify who are their real competitors and who is the market leader in the specified segment, what features are most preferred by consumers etc. The data was collected using primary method where respondents were interviewed about the various attributes of the cars which was a part of Quantitative Study and also to talk about the Qualitative aspect many new findings came out by conducting FGD (Focused Group Discussion). The analysis and results will includes most preferred cars in hatchback segment , mostly owned cars , consumers motivation behind buying a car, most important aspects while making purchase decision , comparative analysis of brand imagery of Honda Vs. Maruti etc.. The outcomes of Focused Group Discussion , role of a moderator in a FGD , selection of respondents for a FGD and many more details of Market Research. The complete process of how to set up a car clinic will be discussed in the report being presented here. How Nielsen approached and attracted respondents, why only Delhi and Jaipur were chosen as preferred locations to conduct the clinic all these questions will be answered with as much details as available. Then we will be shifting towards the recommendation parts that will be for Honda motors which will be focusing on: ? ? ? ? Improvement in exterior and interiors of the displayed cars. Pricing approach. Competitive approach. Positioning of cars to be launched.
Page | 4
In the end to conclude we will be discussing few limitations of the study like sampling errors, real recommendations that were made by Nielsen to Honda as the analysis that has been conducted is my original work, as the results and analysis were confidential in which we were not included as a part of real set up of recommendations and results.
Page | 5
OBJECTIVE
The objective of the project ZEST , which was assigned to The Nielsen Company by Honda
Motors was to do an exploratory study. The research was divided into two parts as most of the researches are contacting both Quantitative and Qualitative studies. The prime objectives and reason behind conducting this research are mentioned below:
? QUANTITATIVE LEG
?
Find out Consumers responses towards 2 of their new Hatchback Cars which will be launched, in terms of Exterior and Interior features. Explore the most desired cars to be bought in next 6 months by the respondents. The most important purchase criteria‘s that influence their purchase decision while going for a Hatchback Car. Pricing overview.
? ?
?
? QUALITATIVE LEG
?
They will also find out intention to buy Honda Cars and will do a comparative analysis with the other brands in the market. This will be a part of Qualitative leg which will be done using a Focused Group Discussion. What consumers seek in cars and which cars or brands are mostly liked by consumers and why? Brand imagery of Honda Motors in car segment and how consumers perceive the brand.
?
?
Page | 6
NIELSEN’S HISTORY
The Nielsen Company (erstwhile ACNielsen) was established in the United States in 1923 by
Arthur C. Nielsen, Sr., one of the founders of the modern marketing research industry. Among many innovations in consumer-focused marketing and media research, Mr. Nielsen was responsible for creating a unique retail-measurement technique that gave clients the first reliable, objective information about competitive performance and the impact of their marketing and sales programs on revenues and profits. Nielsen information gave practical meaning to the concept of market share and made it one of the critical measures of corporate performance. Mr. Nielsen also founded the business known today as Nielsen Media Research, the global leader in television audience measurement and other media research services.
ACNielsen opened its first international office in the UK in 1939 and, after World War II, progressively expanded its operations in Western Europe, Australia and Japan.
In 2001, ACNielsen became part of VNU, a world leader in marketing information, media measurement and information and business media. In 2003, VNU announced a new organizational structure for VNU Marketing Information (MI), its largest business group, to address evolving client needs and to create an enhanced platform for accelerated growth. In 2005, VNU attempted to expand into healthcare and pharmaceutical information by acquiring IMS Health. Although the merger was terminated in the face of shareholder opposition, the two companies agreed to work together to develop new capabilities. In 2006, VNU was acquired and taken private by a consortium of six private equity firms. In 2007, VNU changed its name to The Nielsen Company. This new identity emphasizes its best known brand name and underscores its commitment to create an integrated, streamlined global organization.
Page | 7
WHAT THEY DO
Nielsen offers an integrated suite of market information gathered from a wide range of sources,
advanced information management tools, sophisticated analytical systems and methodologies, and dedicated professional client service to help their clients find the best paths to growth. Clients work with their services to: ? ? ? ? Measure their market performance. Analyze market dynamics. Diagnose and solve marketing and sales problems, and Identify and capture growth opportunities.
PRACTICES
Retail & Shopper Marketing
Brand & Portfolio Management
Pricing & Promotion Strategies
Product Innovation & Renovation
Social Media Intelligence
Page | 8
1. Retail & Shopper Marketing:
? No matter how strong a product, it must be marketed to the right shopper in the right context if it is to succeed. Understanding shopper behaviour allows retailers and manufacturers to optimize in-store layout, communications, assortment, pricing and promotions to boost sales. But how do you decide where to expand next or how to increase per-store sales? What pack size, price point or channel makes the most sense based on how segments are evolving? What is the right strategy for growing and expanding your brand and product offerings?
?
? How We Can Help
? Our comprehensive insights into the shopper experience—including influences such as in-store placement and retail channels—delivers retailers and manufacturers a clear view of the market through the consumer‘s eyes. Nielsen provides an in-depth understanding of the shopper experience, giving you insights that set the perfect mix of pricing, packaging and presentation to drive growth.
? How We Do It
? Our comprehensive solutions include: ? ?
Optimizing distribution across millions of traditional trade outlets throughout India. Analyzing
assortment range and shelf management, testing new shelf layouts and understanding shopper segmentation.
?
Measuring
shopper behavior, including shopping mission and motivation, and marketing activation, looking at change moments in shopper conversion process.
?
Organizing overall category management, product price, assortment, in-store placement
and promotion to increase share of shopper basket.
?
Assessing
best locations for retail expansion and new store launch through understanding sales, traffic and shopper satisfaction.
Page | 9
2. Brand & Portfolio Management:
? ? Building strong brand equity means dealing effectively with a lot of moving parts. Managing each component of your portfolio is essential to enhancing the overall perception and competitive performance of your brand. But how can you create the strongest brand portfolio and which components need to be improved? How do you determine what‘s driving category growth and how can you improve how you are allocation of your brand support budget? What steps need to be taken to move your brand closer to the desired positioning?
? How We Can Help
? Nielsen helps you measure the dimensions of your portfolio and the key drivers in each category. We allow you to assess the best ways to mix and measure your product portfolio, identifying where your competitive strengths and opportunities lie. Nielsen helps you to evaluate the ROI of your communication strategy and customer management programs, determining how they could be improved to better attract consumers to your offerings.
? How We Do It
? Our comprehensive solutions include: ?
Strategies
for positioning and building your brand as efficiently and effectively as possible, looking at brand‘s underlying health and potential for future success.
?
Measurement
of both perception and product/service experience, as well as their correlation to sales performance.
?
Optimization of brand portfolio, ensuring your product mix offers the best fit for what
consumers need.
?
Tools
for monitoring and optimizing brand performance, anticipating demand by identifying consumer needs.
?
Integration
of distribution, consumer behavior and perception data to gain the best understanding of the market and category.
?
Identify threat and growth potential, prioritizing future brand action.
Page | 10
3. Pricing & Promotion Strategies:
? ? One of the greatest challenges for any manufacturer or retailer is setting prices. Impacted by economic conditions, trends in label growth, and commodity cost fluctuations, pricing and sales strategies require in-depth and current knowledge of the market. So what is the optimal price point for your products, and how will your customers respond to changes? How should you price a new product, or a product re-launch? What‘s the best way to promote your products during a price increase, and which promotions are the most effective?
? How We Can Help
? Nielsen optimizes your pricing and promotional strategy to align with brand and profit goals for your entire product portfolio. We work with you to predict how various pricing and promotion scenarios will impact sales and profits as well as the shopper‘s perception of your brand.
? How We Do It
? Our comprehensive approach includes: ?
Modeling price and promotion options, discerning optimal price to drive trial and
repeat purchases, meeting volume and profit goals.
?
Determining new and re-launched product pricing strategies to generate trial and
respond to competition.
?
Integrating
retail and consumer research data to form a holistic picture of the market, and forecast future shifts.
?
Assessing the impact on sales and profitability for manufacturers and retail partners,
as well as price interactions between own portfolio.
?
Analyzing
pricing promotions, with clear recommendations for improvement and pack price optimization.
?
Tracking market continuously to best respond to fluctuations and commodity cost
changes.
Page | 11
4. Product Innovation & Renovation:
? The marketplace—and your competitors—are in constant motion, so you can‘t afford to have your products stand still. But launching a new product or refreshing an existing one requires a deep understanding of the market, and an execution strategy based on the best data available. So how should you develop and market your product to ensure a strong performance? What is the volume potential of your initiative and the best way to position it vis-à-vis your competitors? What would be the best launch strategy, including distribution, advertising and investment?
?
? How We Can Help
? Nielsen offers a full range of services that help you evaluate, develop and recharge brands and products. From the earliest stages of idea generation through product launch and post-launch evaluation, we provide research to help direct decisions about product innovation.
? How We Do It
? Our comprehensive solutions allow you to: ?
Evaluate
the viability of new product ideas based on consumer, brand/category assortment and retail environment, identifying those with the best potential.
?
Test your product concepts, packaging and deliver what the consumer and customer
needs.
?
Assess
external factors to identify their impact on product placement and positioning, and to improve trade relationships, delivering what the consumer needs.
?
Understand the consumer adoption process and impact of relaunch among existing
brand buyers and non-buyers.
?
Minimize risk and portfolio cannibalism by drawing on rich database and expertise,
while maximizing sales and profit.
?
Forecast long-term viability of product and consumer reaction.
Page | 12
5. Social Media Intelligence:
? ? Conversations on customer review sites, blogs and social networks are shaping your public image and impacting sales. But how can you use social media metrics to derive these insights? How should you use this analysis to make marketing decisions? Which channels and platforms are most effective, and how can social media best be integrated with other marketing extensions?
? How We Can Help
? Nielsen‘s measurement and filtering tools help you assess exactly what value can be gained from social media, identifying when it offers advantages over traditional marketing, and when the they can be used together. We help you understand your consumer through social media, linking feedback and queries to customer service infrastructure and mechanisms.
? How We Do It
? Our comprehensive solutions include: ?
Listening to social media, measuring what is being said about your brand, and
how to use it to drive growth and further engagement.
?
Formulating a social media activation plan to enhance your brand‘s social media
presence, advising on how to build brand advocacy.
?
Creating
content and community management practices to engage the social media community.
?
Evaluating consumer response and conversion to determine efficacy of digital
and social media marketing investments.
?
Benchmarking social media performance and actions from competitors, while
tracking threats as part of online reputation management.
Page | 13
CORPORATE SOCIAL RESPONSIBILITY
Talking
about Nielsen CSR initiatives they are very much active on both social and
environmental aspects. Nielsen across the globe observes 14th June as Global Impact Day and volunteered for social causes and projects as part of their social responsibility initiative. Highlighting few initiatives taken on this very day across India at various offices are mentioned below. ?
Mumbai: In Mumbai, around 400 employees from Nielsen chose to visit Malwani, the
Asia's second biggest slum located in north Mumbai. Hunger-free society and food for education were the theme selected by the group who visited four schools in Malwani. The visiting team played with the students and interacted on various social and developmental issues. They also distributed note-books and educational materials as token of support for the current academic year.
?
New Delhi: In capital around 100 employees to an orphanage in Sarai
Kale Khan and spent time with children there. They also distributed many stationery items, sports items etc. which would help the orphanage. I personally was a part of this special day.
?
Jaipur: In Pink city employees from Nielsen went to an old age home
and spent time with many parents who were stranded in their old age. Nielsen employees played games with them and donated many necessity items to old age home like fans , coolers , beds etc.
?
Jharkhand:
AC Neilsen in partnership with TATA Power had launched an exclusive ?Livelihood Intervention Project‘ for Maithon Power Limited a Joint Venture Company with Damodar Valley Corporation. The project aims to develop agriculture productivity in the area from mere subsistence level to commercial farming through harnessing the opportunities presented by favourable topography. Phase 2 of this paddy intervention is about to be completed with High Yield Varieties (Foundation and Certified) of paddy followed by vegetable crops covering 265 Farmers in 365 Acres of land of 14 villages in Maithon.
Page | 14
WORKING METHODOLOGY
The project here is termed as a ?car clinic? in research terminologies. This clinic is divided into
2 parts the first step is called ?QUANTI? (Quantitative), where the data is collected using a questionnaire. The second step is ?QUALI? (Qualitative), where few selected respondents were part of a FGD( Focused group discussion). The entire methodology has been described in following steps: POPULATION:The population or universe here refers to all those people who are willing to purchase a new car in next 6 months or so. Tough there were other criteria as well but to have a database of all those people who are willing to buy a car in next six months was the real challenge. To get the list following steps were taken: ? ? Get data from various car dealers across Delhi/NCR of all those people who have seek information from their respective centre. Online surveys were conducted to create a database for the same seeking just information regarding their intention to purchase a car in coming months.
SAMPLE SIZE:? ? ? ? ? ? The sample size was of 150 respondents and the criteria‘s were: Should be an owner of 2 wheeler at least. Should be more then 25 years of age. Annual income should be more than Rs. 4 lakhs. Should not be purchasing the car for commercial use. Should be planning to purchase a hatchback car in next 6 months.
Only those car seekers were shortlisted out of entire population who met the above mentioned criteria.
ATTRACTING THE REPSONDENTS:After the list of future prospects was compiled, all of them were called and asked about the above mentioned criteria‘s and if any respondent met all of them then they were asked about the availability for the car clinic. A special gift voucher was also given to all those who attended the clinic which was from Shopper‘s Stop worth Rs. 500.
Page | 15
CAR CLINIC:Car clinic was held for a period of 4 days in New Delhi. Mentioned below was the distribution of the respondents on the various days: ? ? ? ? DAY 1 – 40 DAY 2 – 40 DAY 3 – 40 DAY 4 – 30
Step 1:The respondents were first asked about the basic questions related to their demographics , reason to buy a car , currently owned vehicles , actions taken by them till date before purchasing a car , usage pattern etc. After these questions were asked they were informed that they will be evaluating 3 cars in terms of exterior and interior looks and then they were taken to main setup in a big hall where 3 cars were displayed tagged as CAR P , CAR Q , CAR R. At one go maximum of 3 respondents were taken inside to avoid any hassle, biasness in the responses.
Step2:Then the respondents were taken to 3 different marked position from where they can view the exterior. First the responses about the front was recorded, then side and in last the rear looks were displayed. The sequence to be followed was first we have to show them CAR P then CAR Q and in last CAR R was displayed.
Step 3:After the entire exterior evaluation was done then in the same sequence one by one interiors were also evaluated by them. The respondent was made to sit on the driver‘s seat first then on the rear seat and the responses were recorded.
Step 4:After all the steps in last few questions were recorded about overall vehicle response, suitable prices etc. and the interview terminated. On an average an interview lasted from 30 to 45 minutes.
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FOCUSED GROUP DISCUSSION:-
After that the responses were collected and then in the day end few people were chosen for
FGD to be held on last two days. The respondents were chosen on following criteria‘s:? ? ? 2 Acceptors of CAR P 2 Acceptors of CAR Q 2 Acceptors of CAR R
There were 5 sessions of FGD were held containing 6 respondents in every discussion as per the above mentioned criteria. In presence of 1 moderator the FGS were conducted which were scheduled for a period of 60 minutes to 90 minutes. The discussions were divided into following sections: Section 1: ? A brief understanding of demographics.
Section 2: ? Current vehicles ownership and usage pattern.
Section 3: ? ? ? Need of a car. Purchase criteria. Preferred brands.
Section 4: ? Brand Imagery – Honda Vs Others.
Page | 17
ANALYSIS AND FINDINGS
Most Owned Cars
70 60 50 40 30 20 10 0
61
3
10
12
15 3
16
11
12
4
3
2
Out of all the respondents 40% of them were currently the owners of two wheelers but apart from that it was found that 10.5% of them owned Maruti Alto and 9.9% were owners of Hyundai Santro. This shows that these two cars are one of the most owned cars currently and also other cars of Maruti like Swift, Wagon-R are also owned by most of them which makes Maruti the market leader indeed and hence a tough to beat competition up ahead for Honda Motors.
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Most Desired Cars
25
22 18 14 10 11 9 6 4 2 1 2 2 2 2 11 8
20
15
10
7 3 3
7
6
5
0
Almost 15% of respondent were intending to buy Maruti Swift in next 6 months which currently makes it the most desired car in Hatchback segment followed by Hyundai i20 with 12% of them. The reason why Maruti Swift is the most desired was because of its strong engine performance and stylish looks. Also people find Maruti cars the most reliable brand of all.
Page | 19
Want a car to indicate my social status, 16%
Need to upgrade from the 2 wheeler Need a small car which suits my daily needs
3% 7%
7% 8% 5%
Need a car with good looks
9% Need a car with good looks, 27%
Need to have the latest car in the market Want to have a family car It was always an aspiration for me to buy a car myself
Want to have a family car, 18%
Want to have a car that has premium image Want a car to indicate my social status Wanted a car to commute to office/ work easily
3 major reasons for Indian consumers to buy a car are good looks with 27% responses, need for a family car with 18% and social status with 16% of total responses.
This makes it clear that Honda should focus on these 3 aspects and try to position their cars in such a way that they are able to attract consumers towards them with the market being so competitive with established payers like Maruti Suzuki and Hyundai in Hatchback Segment.
Page | 20
Important aspects behind purchase decisions
Word Of Mouth Reliable Brand Price of parts Agility Engine Performance Exterior design Road visibility while driving Ease of parking Comfort of ride and seating comfort Fuel Efficiency Resale value Good value for money Price of the car 0 10 20 30
16 40 12 9 18 30 21 6 21 54 21 22 75
40 50 60 70 80
Price of the car is the major concern for Indian buyers as 17% of respondent said so being followed by the fuel efficiency with 12% of them responded with this. Also people only trust reliable brands. Now the above mentioned 3 aspects are the reasons why Maruti has been able to capture the market and it will be very tough for Honda to beat them on price and reliability parameter with the faith that people have on Brand Maruti Suzuki.
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Exteriors - P ( liked )
Bonnet Design 4% 5% 4% 11% 13% 7% 3% 14% 7% 6% 22% 3% Front Bumper Head lamp Windshield Front Grill Shape of the side doors Shape of the windows Size of the side door Size of the windows Rear Mirror 1% Rear door shape Rear tail lamp design Rear glass design
After evaluating the exteriors of Car P, 2 of the most liked features were Front Bonnet Design which was liked by 22% of the respondent followed by The Front Grill being liked by 13.3% of them. Other features which caught attention were Head lamp and size of the windows. The bonnet being one of the most attractive features was liked because of its aerodynamics looks and also because people found it something fresh. The front grill was also liked by respondents because of stylish looks. The size of side windows were very big and people found it good as it might help them to have a good outside view.
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Exteriors - P ( Disliked )
50 45 40 35 30 25 20 15 10 5 0
16.7% of responses went against the bumper as people found it very long and they think that on Indian roads the car might have ground clearance issues. Also 13.7% of the responses went against the rear glass design as people thought that the length of the glass was too long and can create privacy issues with complete interior being exposed from rear.
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Exteriors - Q ( Liked )
60 50 40 30 20 10 0
55 48 43 25 21 4 8
28 21
12 2 10 23
In Car Q 18.3% people found the front bumper being the most likeable feature with appropriate height which will not have any ground clearance issues. Also 16% of them liked the headlamp as well.
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Exteriors - Q ( Disliked )
Rear glass design Rear tail lamp design Rear door shape Rear Mirror Size of the windows Size of the side door Shape of the windows Shape of the side doors Front Grill Windshield Head lamp Front Bumper Bonnet Design 0 10
29 17 48 9 15 12 14 32 30 15 12 12
20 30
55
40
50
60
Talking about the most disliked features of all rear mirror design was not liked by 18.3% of the respondents and 16% of them didn’t liked the rear door shape too as they found it least stylish of all. Front grill and windshield were among features which were not much liked by the people as well.
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Exteriors - R ( Liked )
Rear glass design Rear tail lamp design Rear door shape Rear Mirror Size of the windows Size of the side door Shape of the windows Shape of the side doors Front Grill Windshield Head lamp Front Bumper Bonnet Design 0 10 20 30 40 50 60
52 3 11 17 14 7 3 5 3 23 87 13 62
70 80 90
Talking about car R the most attractive feature which came out was the headlamp with 29% of the responses went in its favor followed by the bonnet design with 20.7% responses in their favor. This showed that these tow features outplayed other features and could be a great feature to have in their car as people found it very unique and different when compared to existing models in the market.
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Exteriors - R ( Disliked )
70 60 50 40 30 20 10 0
61 50 43 22 7 5 6 10 13 12 8 38 25
Though people liked this model a lot as compared to other two but the two features that they didn’t liked about this car were the front grill with 20.3% going against this feature and the front bumper with 16.7% responses against it. The problem that was being reported with front grill was that they found it very unstylish as it seemed very flat and obsolete design and in case of front bumper they again thought that this car will have ground clearance issues on Indian roads.
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RANK 1
23%
P
RANK 2
12%
P Q
RANK 3
23% 27% 50%
P Q R
61% 16%
35%
53%
Q R
R
The most likeable car in terms of exterior was car R with 61% of people ranked it rank 1 and 53% of them ranked it rank 2.
2nd most liked car came out to be car P with 23% ranking it the best and 53% ranked it 2nd best in terms of exterior looks Car Q was the least desired car in terms of exterior looks as 50% of responses ranked it rank 3 and 35% ranked it rank 2.
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Interiors - P ( Liked )
90
90 80 70 60 50 40 30 20 10 0
50 38 42
65
0
11
0 4
The most liked feature among the respondents emerged as the legroom that the car P has both in front and rear seats with as 30% responses stated that being followed by the seat flexibility feature that has been installed on the rear seats which was being liked by 21.7% of the people. In other features 16.7% people found the seats to very comfortable and 14.7% people liked the stylish dashboard design.
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Interiors - P ( Disliked )
90
90 80 70 60 50 40 30 20 10 0
85
58 38 17 0 0
12 0
Two of the most disliked features in terms of interior of car P were the steering position and the visibility of road being recorded at 30% and 28.3% respectively. Few of them also didn’t like the interior color design as 19.3% responses says so.
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Interiors - Q ( Liked )
120 100 80 60 40 20 0
118 66 27 1 10 35 2 41
Interior color scheme was liked by 39.3% of the people being followed by the sitting comfort that was being offered by car Q with 22% of responses in the favor. This shows that people like dark colors for interiors and the reason that they state is light colors are prone to dust and need special care too.
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Interiors - Q ( Disliked )
Seat Flexibility Visibility of Road Visibility of Controls Dashboard Design Interior Color Scheme Steering Position Sitting Comfort Headroom Legroom 0 20 40 60 80 100
72
11 22 63 11 10 8 0 103
120
34.3% of the total responses stated that the car Q has very less legroom and also 24% of the people didn’t liked the fact that there was no seat flexibility feature installed in this car. Also 21% of them didn’t liked the dashboard design also and stated that it is very obsolete and doesn’t carry anything different then existing cars in the market.
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Interiors - R ( Liked )
90 80 70 60 50 40 30 20 10 0
85 77
31 2 2
41
52
10 0
Moving on to the interior of car R the most liked car in terms of exteriors, 28.3% people liked the interior color scheme with lavishing dark colors which made it look elegant and 25.7% of them liked new stylish dashboard design with all new meter console installed and also enough storing space that was unique feature about the
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Interiors - R ( Disliked )
120
120 100 80 60 40
88
22
20
20
25
18 7 0
0
0
Visibility of road was a big concern as 40% of the people stated that while sitting on driver’s seat the visibility was very less. According to them the new bonnet design had to do with it which was flat from front however made it difficult for the person sitting on the driver seat to have a complete access to the road. Also legroom was stated less by 29.3% of them but the reason behind the legroom complain can be that in car P the legroom that has been provided is very big and that is why people came out with this response.
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RANK 1
RANK 2
RANK 3
6%
58% 26% 16%
P Q R
36% 51%
P Q R
23% 71%
P Q R
13%
The most liked car in terms of interior was again CAR R as 58% of the responses stated that the CAR R had most stylish and attractive interiors featuring good color combinations along with unique dashboard. 51% of the respondents found CAR P as the 2nd most stylish of them in terms of interiors in which legroom was the most likeable feature of all. CAR Q again lagged behind in terms of interiors too as 71% of the responses stated that. According to respondents the car lacked modern looks.
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RANK 1
RANK 2
RANK 3
7% 15%
P Q R
18% 9%
P Q
20% 13% P, 67%
P Q R
R, 73%
R
Q, 78%
The overall evaluation ended with no surprise as CAR R ranked 1 with 73% of the responses went in its favor and the reason behind that was stunning exteriors with the unique bonnet design and attractive headlamps. Also People liked the interior of the car which was the best so far with attractive bonnet design and color combinations. CAR P was the 2nd choice of the customers as 67% of the responses ranked it rank 2 the reason that it lagged behind was the bumper design and the color combinations of interior which was light in color and people are not very much comfortable with light colors. CAR Q was the least wanted of all with 78% people ranked it rank 3. The car lacked style and it hardly had any feature that was different.
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Great Buy For Money
4 lakh 3.75 lakh 3.5 lakh 3.25 lakh 0 20 40 41 60 18 37 54 3.25 lakh 3 lakh 2.75 lakh 2.5 lakh 2.25 lakh 0
Cheap
12 30 26 61 21 20 40 60 80
Expensive
5.25 lakh 5 lakh 4.75 lakh 4.5 lakh 4.25 lakh 4 lakh 18 47 35 38 10 2 0 20 40 60 5.75 lakh 5.25 lakh 6.25 lakh
Too Expensive
8 64 9 40 20 7 4.5 lakh 2 0 20 40 60 80
Great Buy For Money
36% respondents said that at 3.5Lakh the car will be a great buy for money. If car is priced at 2.5 Lakh then 41% of the respondent said that they will have a doubt on the quality of the car. 31% of the respondents said that if car is priced at 5 Lakh then it will be expensive but they still can consider it to buy. Anything above 6 Lakh will make it out of consideration to buy as suggested by 42.7% of the respondents.
Cheap
Expensive
Too Expensive
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Great Buy For Money
4 lakh 3.75 lakh 3.5 lakh 3.25 lakh 0 38 20 40 60 20 37 55 3.25 lakh 3 lakh 2.75 lakh 2.5 lakh 2.25 lakh 0 13
Cheap
29 26 60 22 20 40 60
Expensive
17 5 lakh 32 4.5 lakh 4 lakh 0 10 4 20 40 60 43 44 6.25 lakh 5.75 lakh 5.25 lakh 4.5 lakh
Too Expensive
0
20
40
60
80
Great Buy For Money
36.7% respondents said that at 3.5Lakh the car will be a great buy for money. 40% says hat anything below 2.5 Lakh will be too cheap to maintain quality. 29.3% of the responses said that 5 Lakh will be an expensive tag for the car. Anything above 6 Lakh will make car out of consideration even says 42.7% of them.
Cheap
Expensive
Too Expensive
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Great buy For Money
5 lakh 4.75 lakh 4.5 lakh 4.25 lakh 4 lakh 3.75 lakh 0 22 34 49 19 17 9 20 40 60 3.25 lakh 3 lakh 2.75 lakh 0
Cheap
64 46 40 20 40 60 80
Expensive
7 lakh 6 lakh 5.5 lakh 5 lakh 4.5 lakh 0 2 6 10 19 25 40 6 lakh 7.5 lakh 6.5 lakh
Too Expensive
7 33 20 12 54 2 5.5 lakh 22 0 20 40 60
20 23 5 10
20
30
40
Great Buy For Money
According to 55% of the responses car will be a great buy if priced at 4.5 or 4.75 Lakh. 42.7% people will have doubt on the quality if priced below 3.25 Lakh. If priced around 5.5 to 5.75 Lakh it will be considered expensive as said by 33% of respondents. 6 Lakh has been suggested as the upper limit by 36% of the respondents.
Cheap
Expensive
Too Expensive
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Intention to buy - P
Definitely would buy Probably would buy May or may not buy Probably would not buy Definitely would not buy
Intention to buy - Q
Definitely would buy Probably would buy May or may not buy Probably would not buy Definitely would not buy
Intention to buy - R
Definitely would buy Probably would buy May or may not buy Probably would not buy Definitely would not buy
6% 13% 27% 16% 38% 21%
6% 12% 32% 29%
5% 20%
7% 0%
68%
P
As ranked 2nd in the list Car P had 16% of the supporters who said that they are looking forward to the launch and if all goes well with the price they will definitely buy this with 38% saying that they probably can buy the car.
Q
Car Q didn‘t had much of support there were 44% support with 12% saying that they like the car and they definitely will buy that and 32% said they probably will consider buying the car.
R
The best of all 3 Car R had the most support and it seems that this car will have great impact as 68% of the respondent have said that they will definitely buy this car and 20% saying that they probably will buy.
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FOCUSED GROUP DISCUSSION FINDINGS
In this section I will be highlighting few key findings that came out after conducting 5 GD
sessions among the chosen respondents. The findings here will be giving a brief about how people perceive the current brands in the market and there most preferred brands and there reasons behind that and many more things we will be covering. PURCHASE CRITERIA:Under this the respondents were asked about various criteria‘s they look into while purchasing a car and no doubt that the price of the car was the biggest criteria for consumers of India who are among most price sensitive consumers in the world. Then fuel efficiency was another important aspect for them with day by day increase in price of petrol and diesel. Due to this very reason people have started shifting towards diesel variants even when they come at higher cost. After these two important parameters overall looks of the cars matters a lot to the buyers as sometimes it also becomes a decisive factor for them to purchase a car especially the youth segment. BRAND PRIORITY:With many years of dominance Maruti Suzuki still is the most preferred brand of all existing brands in the market. When asked why people perceive Maruti as most preferred brand then the people has many things to state about Maruti with reliability, durability and serviceability the most important factors behind Maruti‘s success. Maruti Alto, Swift and Wagon R being the most popular models in hatchback segment for most of the Indian consumers and according to them the sales data refers to that why they are the market leader. Moving on to the second most preferred brand after Maruti then the people shifts to Hyundai as 2nd on the chart with Santro as the star performer for them in the past with effective mileage and durability. In recent years Hyundai‘s other models i10 and i20 have also gained significant popularity among Indian masses as people find these two variants as a competitor to Maruti Suzuki‘s Swift and Wagon R. 3rd on the list is Honda for them though they have 2 variants in the market but Honda Brio and Jazz are definitely gaining popularity but because of late entrant in the hatchback segment it still has a long way to go. 4th was Volkswagen with Polo as the model which comes up to their mind but the reason behind that it is not that much popular among Indian consumers is that they perceive Volkswagen as a premium brand which has a high cost of purchase and maintenance.
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BRAND IMAGERY OF HONDA MOTORS:Talking about Honda Motors the first thing that comes in mind of consumers is Honda City , one of the most famous sedan cars on road followed by Honda Civic. These two models have gained a respect in market with their performance and reliability. These two cars have been very popular in sedan segment but when it comes to hatchback segment Honda has not much to cheer about and with the launch of two models Brio and Jazz they are entering the race and people have started perceiving Honda beyond Honda city. Though it‘s very difficult proposition for Honda to compete against market leader like Maruti which has acquired market on all fronts , be it price , be it efficiency , be it the performance, they have been a superb player especially in hatchback segment. But with the ethnocentric positioning of Japan which is known as land of technology Honda definitely can compete against their country rivals Maruti Suzuki though it will take extra effort form them and some new strategies which can help them fight against the established giants.
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RECOMMENDATIONS
The main objective of the car clinic was to check the responses of consumers towards 2 new
models of Honda Motors in hatchback segment. The recommendations that will be made here will be on positioning of cars, pricing strategies and few changes that can be done in 2 models in terms of exterior and interior looks.
1. To compete against established players like Maruti Suzuki and Hyundai Honda motors has to focus on 3 aspects which are pricing as Indian consumer is price sensitive, Looks which we think they have in these 2 models and position themselves as a family car as most of the consumers need a family car.
CAR P
2. In terms of exteriors of car P they have to work upon the front bumper as it seems that the car might face issues with ground clearance. 3. The size of rear glass is also too long which seems a problem for many of the people who will be willing to buy the car as they think it might go against their privacy. 4. For the interior part in car P people are much more inclined towards dark colors as compared to light ones so either company should launch the dark variant or they should provide an option to choose one. 5. The biggest problem in terms of interior was steering position which definitely needs an attention as it creates a problem while getting in and getting out of the car. 6. The best price that can make car P a popular choice among the Indian consumer can be anything in the range of INR 3.5 lakh up to a maximum of 4.5 lakh.
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CAR R
7. In terms of exteriors for car R again the same issue with the front bumper needs to be addressed as its too lengthy for Indian roads. 8. The front grill is also a problem with its flat design it doesn‘t looks good and should be changed and further modifications can be done if possible. 9. Moving on to interior part the first thing that can be taken care of is the road visibility as most of the people found it very difficult to have an entire view of road while sitting on driver seat. 10. Legroom is another issue that was being highlighted by the people in this model which again can be a concern for them. 11. For car R the type of popularity it has shown it can be priced somewhere in a range of INR 4.5 lakh up to a maximum of 6 lakh.
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LIMITATIONS OF THE PROJECT
This report hereby which has been submitted is my original work and due to certain company
privacy clauses the report carries many limitations which are mentioned below:
1. The raw data that was provided is only limited to certain parts of the questionnaire as the original questionnaire had 64 questions in it. 2. The analysis has been done only on Delhi leg of the project and Jaipur leg is not included due to lack of data being provided by the research office from Jaipur. 3. I was not part of analysis team which did the original analysis on the project due to privacy policy of the client –Honda Motors.
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LEARNINGS
The overall experience in ?The Nielsen Company? was an amazing learning curve which when
ended it made us more knowledgeable as during entire summer internship we were exposed to various aspects of Market Research. With the special attention being paid by my mentor It was an easy task to perform and learn so many things in real life that we used to read only in books. Various aspects of Market Research and organizational behavior were learnt by me during the program. The learning outcomes are being mentioned below: ? Primary data collection using CAPI – Computer Aided Personal Interviews and PAPI – Paper Aided Personal Interviews methods. Details of questionnaire designing and learnt to what extent a questionnaire can be complex and how each and every question plays an important role in final analysis. Sampling techniques and approaches to solicit the desired sample which can be true representative of your entire population/universe. Consumer perception towards hatchback cars as my main project was based on that only which also gave us some insight into automobile industry. Quality check and data cleaning approaches which ensured that the final data that is provided to the research team is not having flaws which ultimately leads in proper analysis and results. One of the major aspects ?Car Clinic? that is used in Market research for serving the needs of clients from Automobile Industry. In Qualitative Research how a FGD ( Focused Group Discussion ) is conducted and role of a moderator and various steps that are taken care of while conducting it. How to attract respondents to get unbiased results by offering them in terms of some gifts, prizes etc. During primary data collection we were made to fix an appointment on our own so with the passage of time we also mastered the art of fixing an appointment with top officials of the companies which is a major parameter that in field of marketing.
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In one of the projects of Business Today I also learnt that how the college rankings are done and how the weightage are assigned to various parameters and how the parameters are defined. With many other projects that we covered from various industries we had an insight in all types of industries.
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REFERENCES
? ? ?http://www.indiacsr.in/en/?p=3606http://www.nielsen.com/in/en.htmlhttp://en.wikipedia.org/wiki/Nielsen_Company
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