Consumer evaluation of Glucon D Isotonik and new product launch of Complan nutribowl; Heinz

Abstract

My first week of Internship was spent in understanding the Company, the power of its brands, the values the Company holds and in understanding the brands that I was working in. I was assigned two projects, one was to evaluate the launch of Glucon D Isotonik in Chennai, Chennai was chosen because it is one of the metros and is media separable. The second project was to understand the Breakfast Cereal market in Chennai and come up with consumer insights for Complan Nutribowl to expand into this category. Complan Nutribowl is a breakfast cereal launched in Chennai in 2009 in the Muesli Category. The scope of the project was to understand the entire Breakfast cereal market and look for opportunities in the different categories and suggest positioning and marketing strategies for the same. To begin, with, I met retailers of all kinds of outlets - Supermarkets, Pharmacies and Khirana stores to understand the Trade, understand the competitor offerings and the retailer's motivation to stock the products, the margins, the schemes and other parameters that played a major role in the market. As a next step, I met consumers of Glucon D Isotonik, and those who were just aware of the product and conducted depth interviews to analyse their source of awareness, their buying intentions, repeat behaviors and their evaluation of the product attributes and the product as a whole. I also met consumers majorly housewives for the Breakfast cereal project, to understand their cereal habits, their needs, the product attributes they majorly look for etc. Then I analysed all the interviews from both consumers, and retailers that I had collected to arrive at recommendations for both the projects.