Rural advertising campaign for Wheel soap

Genesis Management & Market Research (P) Ltd www.gmmr.in

_______________________________________________________________________________ Audio Announcement Survey on New Wheel Advertisement Campaign

1

Audio Advertisement Survey

On

New Wheel Advertisement Campaign

At MSRTC Bus Stand_Nashik CBS

Prepared for:

VRITTI SOLUTIONS LIMITED

9, Continental Park, Opp. Karve Statue,

Karve Road, Kothrud,

Pune-411038

Prepared by:

GENESIS MANAGEMENT & MARKET RESEARCH (P) LTD

7, Jay Apts., 64/3 Erandawane, Prabhat Road,

Income Tax Lane, Rege Path,

Pune-411 004

August 2010



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TABLE OF CONTENTS

INTRODUCTION …………………………………………………………………………. 3

1. EXECUTIVE SUMMARY ……………………………………………………… 4

2. SCOPE OF WORK ………………………………………………………………… 5

3. METHODOLOGY …………………………………………………………………. 6

4. SURVEY FINDINGS ……………………………………………………………… 7-12

5. SAMPLE FORM ……………………………………………………………………. 13



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INTRODUCTION

__________________________________________________

Genesis Management & Market Research (P) Ltd is a fast growing market research and

consultancy organization based in Pune, India offering wide range of market research,

KPO services & preparation of export marketing and potential plans for medium and large

Indian companies to explore business in developed countries in the world. Genesis works

in the areas like FMCG, Automobile, Durables, Telecom, Banking & Insurance, IT/ITes,

Education, Chemicals, Engineering, etc…

Vritti Solutions Limited is a next generation IT Solutions company working towards

fuelling the knowledge based economy by consulting and developing innovative IT

solutions. In order to assess the recall of New Wheel advertisement being played on

Nashik, CBS (Thakkar Bazar) S.T. Stand in the State of Maharashtra, Vritti felt the need to

conduct a market research in this city.

With this background, Vritti approached Genesis to conduct the research on their behalf.

The survey was successfully carried out in the Nashik city on CBS (Thakkar Bazar)

S.T.Stand using quantitative method of survey by face to face interviews by stratified

random sampling method.

Genesis thus has a pleasure in submitting this report to Vritti. The report is presented on

the basis of survey findings, opinions and views from the passengers on the said Nashik

S.T. Stand.



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1. EXECUTIVE SUMMARY

____________________________________________________

• The survey was carried out on 7th August 2010 and 8th august 2010 in Nashik City

on CBS (Thakkar Bazar) S.T.Stand on the basis of quantitative method of survey

using face to face interviews.

• The survey covered interviews of 200 female passengers on Nashik CBS (Thakkar

Bazar) ST Stand.

• The focus of the survey was on housewives who are the target for wheel detergent

bar of Unilever. As such all of Housewives in various age groups and SEC

classification were covered during the survey. The age groups covered during the

survey are 20 to 30, 31 to 40 and 41 to 50. They were covered in 30, 40, and 30

percentages respectively.

• Among the Advertisements being played on S.T.Stand through Audio

Announcement, awareness (56%) and recall of Wheel Ad was very satisfactory

considering broadcasting of it for a limited period and could be improved further

by playing ads more often.

• In the survey when asked about respondents’ quick and unaided response on soap

advertisements (which are not being played on S.T.Stand) 34% respondents said

they were aware about Wheel Ad.

• In order to get respondents back of mind reaction some soap advertisement

options like Lux and Nirma (which are not being played on S.T.Stand) were being

given to them. Amongst these soap advertisements awareness (55%) of wheel was

highest and recall of Wheel ad was 53%.

• Amongst the respondents who recalled the Wheel Ad, 80% of them completed the

New Wheel punch line correctly.

• 87% respondents said they would like to use New wheel in future as they have used

it earlier and the trust they have got from this brand.

• Considering the ad started just 4 days before the survey, the results on recall are

very good and can further improve if the ad is further continue for fairly a longer

period.



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2. SCOPE OF WORK

___________________________________________________________

Number of Interviews:

Sr.

No. Type of Respondents

Number of Interviews

on each S.T. Station

1 Passengers on S.T. Stations 200

2 Total S.T. Stations 1

3 Total Interviews 200

Geographical Coverage:

Sr. No. City / Name of the S.T. Stands

1 Nashik, CBS (Thakkar Bazar)

Time Frame of the Survey:

Start Date 5th August 2010

Field Work 7th to 8th August 2010

Report submission 13th August 2010



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3. METHODOLOGY

__________________________________________________

Phase II

DATA ANALYSIS

Phase I

FIELD WORK

Questionnaire modifications and briefing to the Project Team

Carry out face to face interviews to get unbiased feedback

from female respondents

Coding and Data entry of the collected customer feedback

Back checking and Scrutiny of feedback

forms

Analysis of the data

Report writing

Presentation of Report

Sample Form attached



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4. SURVEY FINDINGS

____________________________________________________

1. Classification of Respondents-Age Wise

30

41

29

0

5

1 0

1 5

20

2 5

3 0

3 5

40

4 5

Responses in %

20 to 3 0 3 1 to 4 0 4 1 to 5 0

Age

Classification of Respondents-Agewise

Base: 200 Female Respondents

The above graph represents the age group of passengers coming to the Thakkar Bazar, Nashik ST Stand. The percentage of respondents from Age Group 31 to 40 was the highest. In the survey sample was selected in such a way that it covered all the respondents from age group 20 to 50 who are involved in decision making and purchase process. The percentage of respondents to be covered was pre-determined in order to have balanced opinion across various age groups and SEC classification. Rests of the respondents were from SEC B and C category. 2. Classification of Respondents-Occupation Wise



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Classification of Respondents-Occupationwise

Service, 12

Housewife, 88


The highest percentage of respondents were ‘Housewives’ (88%) followed by ‘Working Women’ (12%). 3. Average Waiting Time on the S.T. Stand

36

63

1

0

10

20

30

40

50

60

70

Responses in %

Less than 30min. 30 to 45 min. 45Min. To 1Hour

Waiting T ime

Average Waiting T ime On The Bus Stand


Average waiting time on ST Stand was 30 to 45mins. according to 63% respondents. Since the advertisement was being played at the intervals of 30 mins. (On an average), most of the audience audience was being covered during the campaign.



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4. Awareness about Advertisement

56

12 11

4 25

10

0

10

20

30

40

50

60Responses in %

Wheel

Detergent

Ba r

V ikram

Tea

Ev erest

Cem en t

Roofing

Soy abean

Refined

Oil

Mata-

Ba lak

Sangopan

Rashtr iy a

Gram in

Aarogy a

Other s

Advertisements

Awareness About Advertisements


Wheel advertisements were being played on ST Stand for limited period and considering this the awareness is quite good and could be improved by playing advertisements more often. Also, amongst other products awareness and recall of wheel ad is high as respondent get to listen this ad though various other media's also mostly through TV but it is not same with other products like Vikram Tea, Soyabin Refined Oil etc. So, impact of Wheel ad is more on people and its get reflected in their opinions.

5. Message Recall

79

6

6

9

0 20 40 60 80

Responses in %

Wheel Deter gen t Bar

V ikram Tea

Ev erest Cem ent

Roofing

Other s

Advertisements

Message Recall




10

79% respondents recalled Wheel advertisement which is quite high recall value. Impact of wheel ad is high on people as they get exposure to this ad through various other media channel also. 6. Favorite Message

79

5 61 1

5 3

0

1 0

20

30

40

5 0

60

7 0

80

Responses in %

Wheel

Detergen t

Bar

V ikr am

Tea

Ev er est

Cem ent

Roofing

Soy abean

Refined

Oil

Mata -

Ba lak

Sangopan

Rash tr iy a

Gram in

Aarogy a

Others

Advertisements

Favorite Advertisement


The Wheel advertisement which is most recalled was also observed to be the most favorite advertisement among female respondents. 7. Awareness about Soap Advertisements (Unaided Response)

34

16

14

27

9

0 5 10 1 5 2

0

25 3

0

35

Responses in %

Wheel

Nirma

Santoor

Lux

Others

Soaps

Awareness About Soap Advertisements

(Unaided Response)




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When respondents asked about soap advertisements they were aware about Wheel was the top of mind reaction followed by Lux soap advertisement. 34% respondents were aware of Wheel advertisement. Except Wheel Advertisement other soap advertisements were not being played on S.T.Stand. 8. Awareness about Soap Advertisements (Aided Response)

23

55

22

0

10

20

30

40

50

60

Responses in %

Lux Wheel Nirma

Soaps

Awareness About Soap Advertisements( Aided Response)


The respondents who were not able to give any answers to unaided question, soap advertisement options like Wheel, Lux and Nirma were being given to them and amongst theses soap advertisements awareness about Wheel Ad was highest. 9. Soap Advertisement Message Recall

16

53

22

9

0

10

20

30

40

50

60

Responses in %

Lux Wheel Nirma No response

Soaps

Soap Advertisement Message Recall




12

Wheel advertisement was observed to be the most remembered soap advertisement as compared to Nirma and Lux. 9% respondents were not able to recall the message of any advertisement. 10. Use of New Wheel (In Future)

87

13

0 0

0

10

20

30

40

50

60

70

80

90

Responses in %

Tru sted and

Used Ear lier

Listened/

Watched

Adv er t isem ent

Liked

Adv er t isem ent

Can t Say

Reasons

Reasons: Like To Use New Wheel, In Future


87% female respondent answered that they would like to use New Wheel soap in future because it is a trusted brand which they have used earlier. On basis of this New Wheel can target housewives group.



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SAMPLE FORM

Business

Rural advertising campaign for Wheel soap