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Consumers
Honing the art of business and a few exquisite blends along the way
Originally a part of the Shaw Wallace group, and Chhabria Marketing Ltd.
joined forces in 2006.
Quantitative research.
300
250 57% 55%
200 Consumers
40%
150
100
50
0
Aerated Beer Whiskey/ Rum & Gin Cigarettes
Drinks scotch
Consumers
98%
300
250
200 42% 33% 36%
150
100
50 3%
0
Aerated drinks Beer Whiskey/Scotch Rum&Gin Cigarettes
51% 36%
Once a week (109)
•The majority (51%) of Vodka consumers consume Vodka only once a month.
•A good number (36%) of Vodka consumers consume Vodka at least once a week.
Consumption Frequency of Vodka & Favorite SKU
Peg (30ml)
18% 16%
Miniature (60ml)
Miniature (90ml)
58%
Nip (180ml)
Pint (375ml)
Quart (750ml)
Favorite SKU
•It can be noted that the favorite pack size consumed is NIP(180ml).
•The average no. of bottles consumed on one occasion is a little more than one
•The average consumption is about 246 ml. Determined by
(Pack size consumed*No. of bottles consumed on an occasion /No. of people surveyed)
Places For Consuming Vodka
Home
Place
Place
86%
300
250 37%
200
150
100
50
0
Own House Own House Other's House Other's House
(With Family (With No ( With that (Without that
Around) Family person's person's
Around) Family) family)
Majority of home consumption is done at others house when no family member is present.
Places For Consuming Vodka
Outside home
NOTE:
46% 45% Place
500 Key Accounts
400 include
Pubs,
300 Discotheques,
200 9% Hotels,
Restaurants.
100 Others include
0 Seashore, Beache,
KEY BAR / DHABA OTHERS FarmHouse,
ACCOUNTS Marriages.
• Maximum consumers consume vodka in the bar, dhaba, hotels & restaurants .
• This shows that for a Vodka drinker it doesn’t matter at which which place he drinks
Vodka Consumed Accompanied With & Influence
Accompanied With
100%
300
250
200 45%
150
14% Consumer
100
8%
50
0
Alone With Friend With Colleagues
Relative
160 Influence
140
120
100
80
60 Decision Influencer
40 Decision Maker
20
0
Apart from individual decision making& influence on the brand consumed, friends
and colleagues also play a vital role in influencing brand buying decision.
Conclusions
About 36% of consumers consume vodka at least once a
week.
Alcazar
50% 32%
Romanov
Fuel
Shark Tooth
Smirnoff
Romanov (110)
37%
8% Fuel (14)
5%
Shark Tooth (24)
Smirnoff (101)
•Product specific reasons are the main factors driving a consumer demand
•For generating demand concentrate on influential factors like pricing strategy,
availability.
Willing To Recommend & Will Not Consider Buying
Willing To Recommend
8% White Mischief
8%
6% Alcazar
43% Romanov
32% Shark Tooth
Fuel
5% 7%
Wodka Gorbatschow
Smirnoff
Shark Tooth
8%
Fuel
Magic Moments
Smirnoff
• Most of the consumers of Vodka will not consider buying Alcazar due to harsh taste
and poor brand name i.e. about 89% of the 147 consumers .
•The reason for 17% consumers not buying Smirnoff is that it is expensive or not
affordable
Reasons For Not Buying a Brand
Product specific Reasons Influential Reasons
•Product specific reasons are the main factors driving a consumer demand
•For generating demand concentrate on influential factors like price .
Conclusion
The TOM need not always be considered as the MOUB.
We can see that price is the main factor driving TOM into MOUB.
The main reason behind buying or not buying a brand is more Product
specific, We need to concentrate on the blend of the drink.
Even price regulation strategy can only help effect 4%-5% of market demand
but the demand will not be sustainable.
Smirnoff is most known and most recommended brand but not the
MOUB,17% will not consider buying Smirnoff.
The most disliked brand is Alcazar due to Harsh & Bad Taste.
SECTION 4:
MEDIA EXPOSURE
First Vodka Advt. Remembered
(TOM AD)
White Mischief
20%
38% Alcazar
Romanov
37%
Fuel
Smirnoff
Ad Awareness
98%
300
250
200
150 34%
100
50
0
Television Radio Newspaper Internet Magazine
Influence On Buying
97% 92%
300 95%
250 65%
200 57%
43% See Regularly
150
100
14% Refer While
50 1% Buying
1% 1%
0