A Market Research on

Competitive Analysis & Performance

Analysis
of Utsav Mustard Oil
Objectives of the Project
ØTo d o a t h or ou g h Com p e t it ive An a lysis
a m on g d if f e r e n t m u st a r d oil b r a nd s

ØTo op t im ize t h e e xist in g D ist r ib u t ion

Ch a n ne l
Ø
ØTo su g g e st Com p e t it ive Pr icin g st r a t e g ie s
Ø
ØTo su g g e st Pr om ot ion a l st r a t e g ie s
Ø
ØTo m e a su r e t h e ove r a ll p e r f or m a n ce
M e t hod olog y
Steps of Data Analysis
 Se a son a l Pr ice Fluct u a t ion

Price

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Market Segmentation
Chi-Square Test

Demographic Dependence
Factors
Family income Yes

Age No

Education Yes

Occupation No

Household No
Number
Family type No
 Market Segmentation
 Quality
Engine


Ganesh
Fortune Utsav
 Shalimar Mashal
 Kalash Saloni
 Dalda Dhara
 Ruchigold Naturefresh
 Emami Rasoi
 Aarti Suman etc.


 Bullet
 Gokul
 Jhoola
 Sathi etc.


 Rs. 55 Band-C Rs. 60 Band-B Rs. 65 Band-

A
Purchasing Frequency & Brand
Choice
Determinants of Purchasing
decision Chi-Square Test

Demographic Dependence
Factors
Family income Yes

Age No

Education No

Occupation No

Household No
Number
Family type No
Awareness Comparison
 M e a su r e m e n t of D ist r ib u t or s
Independent Variables Sa t isfaFct ion
Variables after Factor Analysis
Cycle time for reorder
A
Adequate supply on each order
C Supply Factor
Timely supply of the product
T
Schemes given by the company Scheme factor
Discounts provided by the Company
O
Margin offered by the company R
Credit policy of the company
Pricing of the product A Economic Factor
Flexibility of price N
Time provided for payment A
Probability of finding damaged
products
L Probability of finding damaged
products
Replacement of Expired / damaged
goods Y Replacement of Expired / damaged goods
Average Demand of the product Average Demand of the product
S
Confidence on company ’ s sales Confidence on company ’ s sales
representative I representative
Frequency of retailer ’ s complaints
Frequency of retailer ’ s complaints
S
Quality of the product Quality of the product
 Regression Analysis
Dependent Variable- Overall
performance
Variables after Factor Analysis Coefficients
Supply Factor 2.001
Scheme factor 1.007
Economic Factor 4.506
Probability of finding damaged products -.371
Replacement of Expired/damaged goods .117
Average Demand of the product .807
Confidence on company’s sales representative .977
Frequency of retailer’s complaints -.796
Quality of the product .056
CONSTANT 21.003

Distributors satisfaction level = 82.779%

 Measurement of Retailers
Satisfaction
Independent Variables Variables after Factor Analysis
Promotional Schemes offered by the company F
Margins offered by the company
A
C Profitability Factor
Credit Policy of the company
T
Shelf Turnover of the product
O
Satisfaction on Purchasing Price of the product R
Price Flexibility
Adequate stock supply on each order
Supply Factor
Timely supply of product
Frequency of customer complaints A
N Complaints Factor
Frequency of leakage
A
Behavior of the Distributor/Sales Representative
L Behavior of the Distributor/Sales Representative
Strictness regarding product arrangement Y Strictness regarding product arrangement
Adequate supply of banners, danglers etc. S Adequate supply of banners, danglers etc.
Packaging of the product I Packaging of the product
Replacement of damaged/expired Products S Replacement of damaged/expired Products
Frequency of visit Frequency of visit
Quality of the product Quality of the product
 Regression Analysis
Dependent Variable- Overall
Performance
Variables after Factor Analysis Coefficients

Profitability Factor 12.334

Supply Factor 10.787

Complaints Factor -7.927

Behavior of the Distributor/Sales Representative 1.896
Strictness regarding product arrangement -2.331
Adequate supply of banners, danglers etc. 4.067
Packaging of the product 3.290
Replacement of damaged/expired Products 1.030
Frequency of visit 5.078
Quality of the product 2.224
CONSTANT 55.109
Retailers Satisfaction for different
brands
 Measurement of Customers
Satisfaction
F
A
Independent Variables C Independent Variables
Purity T
Taste of the foods cooked O Quality Factor
R
Pungency
Health Value Health Value
A
Availability N Availability
Price A Price
L
Packaging Y Packaging
Promotion S Awareness Factor
I
Brand Reputation S
 Regression Analysis
Dependent Variable- Overall
Performance
Variables after Factor Analysis Coefficients

Quality Factor 3.041

Health Value 1.63E-03

Availability 0.506

Price 2.971

Packaging 0.667

Awareness Factor 1.807

CONSTANT 40.223
Customers Satisfaction for Different
Brands
 Importance-Performance Analysis
(IPA)
H ig h False Sense of Security Strengths
Attributes
Pungency Purity
Packaging
Taste of the foods

Health value

Pe r f or m a n Price
ce
Low-priority Weaknesses Real WeaknessesAvailability
Brand Promotion
Reputation

Low

Low Im p or t a n ce H ig
h
 Problems Identified
1. Supply Gap : Both Primary & Secondary

4.
6.

3.
3.
4.
3.
4.
Re com m e nd a t ions
“If You can’t measure it,
You Can’t
Improve it”

-Lord William Thomson

Kelvin