01-04-2014, 12:06 PM
Analyzing an appropriate media in the promotion of Taan products in Goa
EXECUTIVE SUMMARY
The rapid growth of various brands in India has led to tight competition among various companies. Since consumers are faced with brand choice in the market, it becomes increasingly necessary for manufacturers to understand how to attract their customers, as every Brand in the beverage market uses advertisement as a major weapon to overcome the fierce Competition. There are numerous Advertisements of different Soft drink brands exposed on Television, Radio’s and newspapers. However the main purpose of this research study is to identify what promotional activities through media more importantly Television or Radio’s would help increase sales of Taan Products as well as to understand the major factors which attract a buyer to a carbonated beverage like Taan and the type of advertise which would attract consumers along with the time of day spent on the specific media as a source of entertainment.
The survey of 100 randomly selected consumers from Panjim in the north of Goa and Savordem, Quepem and Sanguem in the South of Goa, aged between 15 – 45 years was conducted to obtain empirical evidence by using questionnaire and statistical techniques. The Results revealed that the most of the people form north and south prefer media as a source of entertainment, Quantity and quality is much preferred factor in Taan soft drinks, as well as the specific timings at which consumers excess these media, packaging and pricing eventually this study forms a conclusion based on the results obtained.
INTRODUCTION
Western Beverages Pvt. Ltd. is a Company incorporated in the year 1996. Its most Modern Bottling Plant practicing International Manufacturing Processes is located in Cuncolim Industrial Estate, Salcete Goa. The Company has developed its own Brands of Carbonated and Non-Carbonated Beverages. Its brand of Premium Mixers; "Twist" currently has 3 flavors and a premium Soda Water, Tonic Water, Ginger Ale, Bitter Lemon and the Soda Water under brand name 'TWIST'. Brand ‘TAAN’ has Carbonated Soft Drinks, Soda and Packaged Drinking Water under its banner. In Soft Drinks there is Lemonade, Orangeade, Pineapple Fizz, and Masala Soda. All the products are individually packed in attractive color corrugated boxes. The products have a validated with ISI No. CM/L-7559795 and comply with good manufacturing practices.
Research Objectives
The objectives behind this study are to identify which of the media i.e. Television or Radio is most suited for the promotional activity of Taan brand of products. This study would also help us understand –
How popular is the Taan brand among locals in both North and South Goa?
If it is a popular drink, what makes it so popular?
How many people are aware of the various products under the Taan brand?
What attracts consumers to Taan Products?
What main factor consumers consider while purchasing a local soft drink?
What hours of the day are spent on media’s such as the Radio and T.V?
Do people prefer Taan over other soft drinks?
Structure of the thesis
The proposed thesis will consist of five chapters, in addition to an executive summary. The first chapter will delve into the company Western Beverages and its product range for its two brands, introduction to the topic and a brief explanation into the background of the study. It is also relevant to introduce the purpose of the study, central concepts and explain what significance the study has. First chapter also establishes the research objective as well as problem statement supported by research questions. In addition the structure of the thesis is explained as well.
Conclusion
Advertising and taste and factors such as price, packaging etc. have major influence on consumers’ preference for a brand. Also it is noticed that a majority of people who do not prefer Taan are not even aware of the flavors of Taan which gives an opportunity for western beverages company exploit this new customer base through strong promotional activities for its brand of Taan, Concerning the advertising media, the study revealed that Television is the most effective media that can be used for advertising the brand. Through television the company can also cover factors such as creativity, design etc. also Television as a medium of advertisement would be beneficial for Taan because of its versatile feature and better geographic coverage. Coming to packaging since Taan has a uniform package for all its products and flavors redesigning packages for certain flavors could also encourage sales or attract customer towards Taan products.