Ayushots By Canebot: Marketing research

Abstract

Canebot is a brand of Canectar Foods Pvt Ltd. It has the largest chain of Fresh Sugarcane Juice outlets in Pune, Maharashtra. While their product "GannaPanna" has been successful, the new product "Ayushot" has not met the expected success. The customers were not picking it up from the shelf. The project analyzed the various aspects of the product and market, and customers. After understanding the market and consumer behavior, we studied the immunity drinks and shots concept awareness of Ayushots among the consumers. Then we tested two different concepts to get insights about the Ayushots. These studies were conducted using various methods, both qualitative and quantitative. Among the qualitative techniques, we conducted in-depth interviews, focus group discussions. For quantitative tests, we collected data by floating a survey form and performed various statistical analyses (basic frequency, factor, cluster & discriminant analysis) on the collected results. Based on these analyses, in the end, we have provided a few recommendations to increase sales and Ayushots. Few of our recommendations have already been implemented while working on the project. We want to thank Professor Suresh Bhagwatulla and Canebot Co-founders Mrs. Krity Datar and Mr. Milind Datar for the opportunity to work on the live projects, which helped us understand the nitty-gritty of the industry and enhance our learning.