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SEC: E BATCH 2008-10
ADVERTISING
EFFECTIVENESS OF
PACKAGED ATTA
SHEKHAR SANE 08BS0003110
SHASHWATENDRA SINGH 08BS0003097
SHRUTI CHHABRA 08BS0003193
SHAIKH FARHA 08BS0003058
SHWETA TIWARI 08BS0003228
EXECUTIVE SUMMARY
Considering the good growth prospects in the packaged atta sector many players are
entering in the market. The survey was done to study the Advertising Effectiveness of Packaged
Atta.
But, why do we study the advertisement effectiveness? The study shows that
advertisement is the most influential medium of making people aware of the brand/product.
There are many factors which make the advertisement effective & leave an impact on
consumer‟s mind which later work as ingredient for recall value.
We took 3 major brands to conduct the study: Pillsbury, Annapurna & Shakti Bhog.
In the study, we observed how some different factors used in the advertisement make the
impact on the consumers. For instance, nutrition value showed in the advertisement make the
consumer to have a perception of the brand providing more nutrition as compared to any other
brand.
We observed that the majority of the consumers of packaged atta were having annual
income of more than Rs. 3 lakhs.
Through different questions asked in the survey, we can infer that people are getting
more health conscious when it comes to buy packaged atta.
Different tools (product visibility, story line etc.) were used in the advertisements to
make an impact on the consumer‟s mind. The study shows pictuarization & story line as the
prominent tools in the advertisement to drive customers to the shop. The aspects like nutrition
value, trust on brand are the key aspects while buying the packaged atta.
The tag line is considered to be the one of the recognizing factor of the Brand
Recognition. Annapurna scores high on this aspect as compared to any other brand which makes
it high on the Brand Recognition aspect.
The study highlighted that the brand who was able to unders tand the consumer‟s mindset
would rule the market. Pillsbury has come up as the brand which is able to get in tune with the
pulse of the customer‟s perception. Its advertisement not only shows the nutrition value (the
influential reason-shown in the study) of the product but scores high on the pictuarization aspect
as well.
CONTENT
Page no.
1. INTRODUCTION 1
2. OBJECTIVES AND METHODOLOGY 3
3. DATA ANALYSIS 5
4. FIELD FINDINGS/ OBSERVATIONS 18
5. CONCLUSION 19
6. SUGGESTIONS/ RECOMMENDATIONS 21
7. BIBLIOGRAPHY 22
INTRODUCTION
India has always been as attractive destination because of its size. It provides large
opportunities to bring something innovative, which have fuelled the enthusiasm to enter into any
Industry.
Same is true in case of Food Industry, which has seen a revolutionary change in the past
few years. With the increased earnings in families coupled with a fast paced life has opened up
numerous new avenues and one of them is the packaged atta (wheat flour).
Food is a powerful symbol of cultural identity. Wheat, considered to be a staple part of
diet for most of Northern and Western parts of India, is also finding its way into the culinary
habits of the South and the East where rice has traditionally ruled the platter.
The bulk of wheat is converted into whole wheat flour or „atta‟, used to make flat bread
or „rotis‟. While „atta‟ and „rotis‟ are central to Indian food, „packaged atta‟ is a novel concept.
The market is characterized by traditional „chakki‟ atta, where the housewife buys grain and has
it freshly ground in a local flour mill or „chakki‟. The current size of the branded, packaged atta
is approximately one million tonnes or 2% of total market of approximately 45 million tonnes.
The major market is of families where both husband & wife are working, office goers or those
families which don‟t have a flour mill nearby.
Most families still prefer going the traditional way and doubt the quality of packaged atta.
They still practice purchasing wheat from market, cleaning it by hands, storing them and then
2%
98%
Market size
packaged atta
flour mill atta
taking small quantities of wheat to neighborhood mill or „chakki‟ to get it ground between two
stones to convert it into flour.
Selling packaged flour is almost revolutionary in India, where most Indian housewives
still buy raw wheat in bulk, clean it by hand, store it in huge metal hampers and every week or
month, and carry some to the neighborhood mill, or chakki, where it is ground between two
stones.
The major players in this Industry in India are Annapurna atta (Unilever group), Shakti
Bhog atta (ITC group) and Pillsbury chakki fresh atta (Pillsbury International). The branded
packaged atta industry, although small, is highly competitive and there is tough competition
going on between the firms operating in this segment.
The purpose of carrying out the study about Advertising Effectiveness of Packaged Atta
was quite important as to get an insight about how attractive & effective the advertisements of
the various players are to attract the attention of customers to purchase their product.
OBJECTIVES AND METHODOLOGY
The main objective of the study was:
“To study the advertising effectiveness of packaged atta.”
The sub objectives of the study were:
1. To measure the Brand awareness of people.
2. To measure the Ad awareness of people.
3.To measure the Recall level of advertisements.
RESEARCH DESIGN
This study was CAUSAL in nature. The study aimed at measuring the effectiveness of
advertisements of packaged atta brands. The study was conducted in Pune city at Aundh area at
retail malls like Subhiksha, Reliance fresh, Spencer‟s and RPG‟s More.
The relationship between advertisements and its effectiveness is of reciprocal type i.e. a
person goes through a particular advertisement, which leads him/her to buy that brand of the
product.
Type of contacts (sample)
Sample of the study were the housewives and people coming for shopping at various
retail outlets.
Bifurcation of contacts
Sampling technique : the techniques used for sample selection were Stratified Random
and Area Sampling.
Contact method: we asked the people/customers of the retail stores to have a look at
the advertisements and provide us their response.
Type of respondents:
a) Consumers/Individuals.
b) Retailers.
RESEARCH METHODOLOGY
Procedure of Data collection
The researchers approached the retail stores and the data was collected from consumers
coming to the retail stores for purchasing. Firstly consumers were oriented about the study.
Those who were willing to participate were given background information forms to be filled at
the same time. Then the participants were interviewed. The response of the respondents was
noted down by the researcher during the interview process. Each interview was conducted in
person.
Field testing of the Questionnaire
The Questionnaire was field tested on two respondents with the following objectives:
1. Feasibility of the questionnaire.
2. Sensitizing the researcher to the process of interviewing.
3. Average time required per interview.
4. Appropriateness of the sequencing of the questions.
Data Analysis
Data Analysis was essentially quantitative. Final conclusion was drawn after analyzing
the data obtained from the survey.
Time frame
We required 22 days to carry out this survey starting from 19 th December 2008 to 10
January 2009.
Human Resources
There were 5 researchers carrying out the survey.
DATA ANALYSIS
1. DDeemmooggrraapphhiicc DDiissttiinnccttiioonn:
GENDER NUMBER
MALE 29
FEMALE 121
TOTAL 150
Inference:
The survey reflects the female dominance on the survey, where female respondents
outnumbered the male respondents.
0
20
40
60
80
100
120
140
MALE FEMALE
29
121
NU
MB
ER O
F R
ESP
ON
DEN
TS
GENDER OF RESPONDENTS
22.. AAnnnnuuaall iinnccoommee ooff tthhee rreessppoonnddeennttss::
ANNUAL INCOME VALUES
< 1.5 L 5
1.5 L - 3 L 32
3 L - 4.5 L 53
> 4.5L 60
Inference:
From the response we can infer that most of the users (113 of 150, 75.3%) of
packaged atta were having income more than Rs 3 lakhs per annum.
We can also infer that a significant section of society (24.67%) still prefer getting
flour from chakki.
0
10
20
30
40
50
60
VALUES
5
32
53
60
NU
MB
ER O
F R
ESP
ON
DEN
TS
ANNUAL INCOME IN Rs LAKHS
INCOME LEVEL OF RESPONDENTS
< 1.5 L 1.5 L - 3 L 3 L - 4.5 L > 4.5L
3. Sources of information:
SOURCE NUMBER
ADVERTISEMENTS 38
FRIENDS/RELATIVES 33
SHOPKEEPER 9
OTHER 5
Inference:
We can infer that buying behavior is highly influenced by the advertisements.
People prefer to base their buying decision on advertisements and credible sources like
friends or relatives rather than sources whose credibility is dubious, like suggestions of
shopkeepers.
Publicity in the form of word of mouth is a significant source of information.
38
33
9
5
0
5
10
15
20
25
30
35
40
NU
MB
ER O
F R
ESP
ON
DEN
TS
SOURCE OF INFORMATION
NUMBER
4. Reason to purchase a particular brand:
REASON NUMBER
NUTRITIONAL VALUE 38
TRUST ON BRAND 32
COST 9
AVAILABILITY IN VICINITY 20
OTHER 1
Inference:
People are more health conscious and give higher priority to Nutritional value.
As Atta is a staple part of diet, people are mostly reluctant of experimenting and thus are
Brand loyal.
05
10152025303540
38
32
9
20
1
NU
MB
ER O
F R
ESP
ON
DEN
TS
REASON TO PURCHASE PARTICULAR BRAND
NUMBER
5. Use of packaged atta:
USE OF PACKAGED ATTA NUMBER
YES 71
NO 79
TOTAL 150
Inference:
Of the respondents, almost equal proportion of people use packaged data.
This is a strong indication of the fact that there is a significant change in consumer
buying habit from highly conservative style to open to consumerism.
47%53%
USE OF PACKAGED ATTA
YES NO
6. Brand Recall based on previous experiences:
BRAND NUMBER
SHAKTI BHOG 33
ANNAPURNA 61
PILLSBURY 71
OTHER 4
Inference:
People were able to recall the “PILLSBURY” brand followed by “ANNAPURNA”
brand, which implies that they enjoy a higher recall value than their competitors.
33
61
71
4
0 10 20 30 40 50 60 70 80
SHAKTI BHOG
ANNAPURNA
PILLSBURY
OTHER
NUMBER OF RESPONDENTS
BR
AN
D
BRAND RECALL
NUMBER
7. Messages from Advertisements:
MESSAGE YES NO
Do you believe Packaged Atta contribute to the growth of your children? 84 48
Are you getting the same taste as if you were, using Chakki Atta? 69 65
Do you believe consuming Packaged Atta is Healthier? 84 48
Inference:
Pillsbury (Q1) and Annapurna (Q3) were able to convey their message to almost 56% of
the respondents.
Shakti Bhog (Q2) was able to convey its message to only 46% of the respondents.
0
20
40
60
80
100
Do you believe Packaged Atta
contribute to the
growth of your children?
Are you getting the same taste as if you were, using
Chakki Atta?
Do you believe consuming
Packaged Atta is
Healthier?
84
6984
4865
48
NU
MB
ER O
F R
ESP
ON
DEN
TS
MESSAGES
MESSAGES FROM THE ADVERTISEMENTS
YES
NO
8. Rating of the Advertisements:
R1: Lowest R5:Highest
BRAND R1 R2 R3 R4 R5
PILLSBURY 5 12 32 28 51
ANNAPURNA 10 40 41 33 6
SHAKTI BHOG 40 41 18 23 12
Inferences:
When we see the overall ratings of the advertisements, Pillsbury emerge as the overall
winner.
0
10
20
30
40
50
60
PILLSBURY ANNAPURNA SHAKTI BHOG
5
10
40
12
40 41
32
41
18
28
33
23
51
6
12
NU
MB
ER O
F R
ESP
ON
DEN
TS
BRANDS
RATINGS OF ADVERTISEMENTS
R1
R2
R3
R4
R5
9. Remembrance of the Tag Line:
PILLSBURY ANNAPURNA SHAKTI BHOG
CORRECT TAG LINE 59 50 32
REMEMBER AD 71 61 33
Inferences:
Pillsbury enjoys the top spot in response for ad remembrance and correct tag line
category.
CORRECT TAG LINE
REMEMBER AD0
10
20
30
40
50
60
70
80
PILLSBURYANNAPURNA
SHAKTI BHOG
59
50
32
71
61
33
NU
MB
ER O
F R
ESP
ON
DEN
TS
BRAND
REMEMBRANCE
CORRECT TAG LINE REMEMBER AD
10. Effectiveness of the different factors of the Advertisements:
Individually
PILLSBURY
BRAND JINGLE PRODUCT VISIBILITY STORY LINE PICTUARIZATION
PILLSBURY 17 18 29 86
Inferences:
Pillsbury gets the highest ranking in Pictuarization category, implying that this was the
most influencing factor to influence in the advertisement.
17
18
29
86
0 10 20 30 40 50 60 70 80 90 100
JINGLE
PRODUCT VISIBILITY
STORY LINE
PICTUARIZATION
PILLSBURY
ANNAPURNA
BRAND JINGLE PRODUCT VISIBILITY STORY LINE PICTUARIZATION
ANNAPURNA 23 30 73 24
Inferences:
Annapurna gets the highest ranking in Story Line category, implying that this was the
most influencing factor to influence in the advertisement.
23
30
73
24
0 10 20 30 40 50 60 70 80
JINGLE
PRODUCT VISIBILITY
STORY LINE
PICTUARIZATION
ANNAPURNA
SHAKTI BHOG
BRAND JINGLE PRODUCT VISIBILITY STORY LINE PICTUARIZATION
SHAKTI BHOG 31 44 48 27
Inferences:
In case of Shakti Bhog, we are not able to identify a unique feature which prominently
influence in the advertisement, as all the factors got nearly same number of responses.
31
44
48
27
0 10 20 30 40 50 60
JINGLE
PRODUCT VISIBILITY
STORY LINE
PICTUARIZATION
SHAKTI BHOG
11. Effectiveness of the different factors of the Advertisements:
Comparative Study
BRAND JINGLE PRODUCT VISIBILITY STORY LINE PICTUARIZATION PILLSBURY 17 18 29 86 ANNAPURNA 23 30 73 24 SHAKTI BHOG 31 44 48 27
Inferences:
We can infer that people look for Pictuarization and Story Line in the advertisement, and
thus consider them as the most effective factors in advertisement.
17
18
29
86
23
30
73
24
31
44
48
27
0 20 40 60 80 100
JINGLE
PRODUCT VISIBILITY
STORY LINE
PICTUARIZATION
SHAKTI BHOG
ANNAPURNA
PILLSBURY
FIELD FINDINGS/OBSERVATIONS
1. There were positive and enthusiastic responses of people participating in the survey.
They were amazed by the new way of conducting survey by first showing advertisements
and then giving responses.
2. People were comfortable in participating in the survey mostly in the noon and evening
time when they were relaxed and were not having any hard pressed commitments.
3. People recalled most of the features of the packaged atta when they saw the
advertisements, which helped them to answer the questions.
4. Some people were a bit reluctant in participating in the survey as they misunderstood us
for salesperson. We had to convince them about our identity, after which some agreed to
participate in the analysis.
CONCLUSION
On the basis of the research which we have conducted, we can put forth following conclusions:
We observed that there is a correlation between the consumers buying reason & the
highlighting feature of the advertisements:
1. As per the survey, ‘Nutrition Value’ is the driving reason to buy package atta & the
advertisements of Pillsbury & Annapurna highlight the same value in their advertisements
successfully (the reason for their success). While Shakti Bhog on the other hand emphasized on
the taste factor which was unable to drive consumers to buy Shakti Bhog atta.
2. Brand recall before or after watching the advertisement reflects the fight between
Pillsbury & Annapurna. Shakti Bhog still striving hard to make an impact on people’s mind.
3. Story line emerges as the most effective factor of the advertisements (147 responses)
followed by the picturization of the advertisement (135 responses).
4. Recall value of the advertisements reflects the effectiveness of the advertisements:
Pillsbury & Annapurna were able to convey the message to 56% of the respondent while Shakti
Bhog was able to make an impact on only 46% of the respondent.
5. When we see the overall performance of the advertisements, it’s Pillsbury which steals
the show with 51 responses in the most liking category.
6. An interesting revelation come into sight when respondent ,who said they remember
the advertisement were checked on the tag line factor, many of them fail to identify the correct
tagline. However, Annapurna can claim to have a tag line which reaches to the masses, 50 out
of 61 respondents identified the correct tag line.
7. On the basis of data, we can conclude that Pillsbury enjoys the highest Brand
Awareness, whereas Annapurna enjoys having the highest Brand Recognition.
It’s Pillsbury who emerges as a winner on the grounds of effectiveness. Whether it’s
brand awareness or the advertisement effectiveness, Pillsbury is able to check the pulse of the
consumers and conveyed the message successfully. However, Annapurna is giving the tough
fight to Pillsbury on different fronts be it the message conveyed to the consumers or the
highlighting feature of the advertisement- nutrition value.
But Shakti Bhog has to do a lot of ground work: it fails to communicate the message;
focusing on the factors like taste, product visibility etc. which are not come up as the motivating
reasons to buy its product.
SUGGESTIONS/ RECOMMENDATIONS
On the basis of the research which we have conducted, we can suggest that S hakti Bhog
should focus on the nutrition aspect of the product rather than taste. The advertisement need to
be made which can increase the recall value of the brand. An advertisement should reflect USP
which can leave an impact in the minds of consumers.
BIBLIOGRAPHY
“Pillsbury Presses Flour Power in India” by Miriam Jordan, from The Wall Street
Journal.
Marketing Management by Philip Kotler.
