This presentation was a part of my internship project which I did for Parle Agro Pvt. Ltd, Bangalore. Please download the presentation so as to make full use of the slides and inter-presentation movements.

1. A Project Report On
Appy Fizz, Grappo Fizz, Hippo & Hippo Round Round:
Consumer Awareness & Opportunities Thereon
Project Mentor Project Guide Submitted By
VP Sajeev, Rohan Karkada Aniruddh Tiwari
Dhaval Vadhar, Anoop Chandran S 2nd Year, PGDM,
Masood Khan MSRIM, Bangalore

2. Objective
• To assess the awareness about Appy Fizz, Grappo Fizz, Hippo &
Hippo Round Round among the consumers who shop in modern
trade outlets.
•Once the awareness is analyzed, how the findings should be
leveraged to create new business opportunities in modern
trade.

3. Data Collection:
• Data Collected
•Primary
•Method of data collection
• Observation
• Field Survey
•Type of data collected
•Qualitative
•Quantitative

4. Methodology:-
Click on the following links to open the respective document
Store Observation Table
Questionnaire
Consumer Response Sheet

5. A Comparative Picture
Sample Size : 102
Appy Fizz &
% Aware 97 72 81
% Tried/Tasted 84 21 51
% Having More Info. 74 42 39
About the Product
% Repeat Purchase 78 71 68
Intention
Average Product 3.01 2.91 3.04
Rating-Out Of 5
Click to go to slide 29

6. FINDINGS

7. Have you heard about Appy Fizz Have you heard about Grappo Fizz
A carbonated apple drink from "Parle Agro" ? A carbonated Grape drink from "Parle Agro" ?
No
3%
No
28%
Yes Yes
97% 72%
Yes 99 Yes 73
No 3 No 29

8. Have you ever tried/tasted "Appy Fizz" ? Have you ever tried/tasted “Grappo Fizz “?
No
16% Yes
21%
No
79%
Yes
84%
Yes 85 Yes 21
No 16 No 81

9. Do you know that Appy Fizz has real apple Do you know that Grappo Fizz has real grape
juice in it ? juice in it ?
No
26%
Yes
42%
No
58%
Yes
74%
Yes 75 Yes 42
No 26 No 59

10. What was the size of Appy Fizz you bought last time ?
Can't
Remember
15%
1 L PET Bottle
7%
300 ML PET
Bottle
54%
500 ML PET
Bottle
24%
300 ML PET Bottle 46
500 ML PET Bottle 20
1 L PET Bottle 6
Can't Remember 13

11. How do you treat Appy Fizz as ?
cool drink to savor
An alternative drink for during your leisure
other carbonated time
beverages 39%
41%
A drink to mix with A Party Drink
your 11%
cocktails/mocktails
9%
A cool drink to savor during your leisure time 36
A Party Drink 10
A drink to mix with your cocktails/mocktails 8
An alternative drink for other carbonated beverages 37

12. On a scale of 1 to 5, please rate Appy Fizz on the following:-
Discount offers available
5 in retail stores
Price of the drink
4
Taste Of The Drink
3
Packaging & Labelling
2
1 Advertising
0 5 10 15 20 25 30 35 40 45
1 2 3 4 5 Avg. Rating
Advertising 6 12 28 30 9 3.28
Packaging &
3 9 20 45 8
Labelling 3.54
Taste Of The
5 14 32 28 6
Drink 2.91
Price of the drink 2 12 38 30 3 3.24
Discount offers
available in 29 30 20 3 3
retail stores 2.07
Avg. Product Rating 3.008

13. What is that one thing which you would like to change in Appy Fizz ?
Nothing. Everything
is just perffect
Availability of sizes 11%
the drink comes in The amount
9% of fizz (CO2)
in the drink
31%
Pricing of the drink
18%
Packaging &
Labeling of the The sweetness of
drink the drink
8% 23%
The amount of fizz (CO2) in the drink 26
The sweetness of the drink 20
Packaging & Labeling of the drink 7
Pricing of the drink 15
Availability of sizes the drink comes in 8
Nothing. Everything is just perffect 9

14. What was the size of Grappo Fizz you bought last time ?
Cant
Remember
19%
500 ML PET
Bottle
5%
300 ML PET
Bottle
76%
300 ML PET Bottle 16
500 ML PET Bottle 1
Cant Remember 4

15. How do you treat Grappo Fizz as ?
A cool drink to
savor during your
leisure time
An alternative 14%
drink for other A Party Drink
carbonated
24%
beverages
52%
A drink to mix with
your
cocktails/mocktails
10%
A cool drink to savor during your leisure time 3
A Party Drink 5
A drink to mix with your cocktails/mocktails 2
An alternative drink for other carbonated beverages 11

16. On a scale of 1 to 5, please rate Grappo Fizz on the following:-
Discount offers available in
5
retail stores
4 Price of the drink
3 Taste Of The Drink
2
Packaging & Labelling
1
Advertising
0 2 4 6 8 10 12
1 2 3 4 5 Avg. Rating
Advertising 3 3 7 8 0 2.95
Packaging & Labelling 0 4 5 12 0 3.38
Taste Of The Drink 3 2 9 7 0 2.95
Price of the drink 0 5 9 6 1 3.14
Discount offers available
7 7 5 1 1 2.14
in retail stores
Avg. Product Rating 2.91

17. What is that one thing which you would like to change in Grappo Fizz ?
Availability of sizes Nothing.
Pricing Of The
the drink comes in Everything is just
Drink
16% perffect
5%
0%
Sweetness Of The Amount Of Fizz in
Drink The Drink
21% 58%
Packaging &
Labelling Of The
Drink
0%
Amount Of Fizz in The Drink 11
Sweetness Of The Drink 4
Packaging & Labelling Of The Drink 0
Pricing Of The Drink 1
Availability of sizes the drink comes in 3
Nothing. Everything is just perffect 0

18. Will you be interested in buying Appy Fizz next Will you be interested in buying Grappo Fizz next
time ? time ?
No No
22% 29%
Yes
Yes 71%
78%
Yes 66 Yes 15
No 19 No 6

19. Have you heard about "Hippo" - A non fried Have you heard about "Hippo Round Round" - A
baked munchies from Parle Agro ? non fried baked munchies from Parle Agro ?
No
19% No
25%
Yes
Yes
75%
81%
Yes 83 Yes 77
No 19 No 25

20. Have you ever tried/tasted Hippo ? Have you ever tried/tasted Hippo-Round Round ?
No Yes Yes
49% 51% 44%
No
56%
Yes 52 Yes 23
No 50 No 29

21. Do you know that Hippo Munchies are non fried, zero trans Do you know that "Hippo-Round Round" are non fried, zero
fat and are made of wheat. Totally good for health ? trans fat and are made of wheat. Totally good for health ?
Yes Yes
39% 40%
No No
61% 60%
Yes 39 Yes 21
No 62 No 31

22. Which of the following flavors of Hippo have you tried till now ?
Can't Remember 35%
Indian Chatpatta 29%
Thai Chilli 15%
Hot-n-Sweet Tomato 54%
Chinese Manchurian 33%
Yoghurt Mint Chutney 12%
Italian Pizza 38%
Italian Pizza 20
Yoghurt Mint Chutney 6
Chinese Manchurian 17
Hot-n-Sweet Tomato 28
Thai Chilli 8
Indian Chatpatta 15
Can't Remember 18

23. Which flavor of Hippo do you like the most ?
Italian Pizza Yoghurt Mint Chutney
17% 2%
Can't Remember
36% Chinese Manchurian
8%
Indian Chatpatta Hot-n-Sweet Tomato
12% 25%
Thai Chilli
0%
Italian Pizza 9
Yoghurt Mint Chutney 1
Chinese Manchurian 4
Hot-n-Sweet Tomato 13
Thai Chilli 0
Indian Chatpatta 6
Can't Remember 19

24. On a scale of 1 to 5, please rate Hippo on the following:-
5 Discount offers available
in retail stores
4 Price of the drink
3 Taste Of The Drink
2 Packaging & Labelling
1 Advertising
0 5 10 15 20 25
1 2 3 4 5 Avg. Rating
Advertising 7 12 14 17 2 2.90
Packaging &
2 5 18 25 2
Labelling 3.38
Taste Of The
5 7 16 18 6
Drink 3.25
Price of the drink 3 4 19 22 4 3.38
Discount offers
available in 18 12 13 8 1
retail stores 2.27
Avg. Product Rating 3.04

25. Which of the following flavors of "Hippo-Round Round" have you tried till now ?
Can't Remember
25
Punjab Da Pickle 7
Firangi Cheese 'n' Spice 4
Goan Butter Garlic 5
Shillong Noodle Masala 2
Gujrati Mango Chutney 4
Not Applicable 18
Not Applicable 35%
Gujrati Mango Chutney 8%
Shillong Noodle Masala 4%
Goan Butter Garlic 10%
Firangi Cheese 'n' Spice 8%
Punjab Da Pickle 13%
Can't Remember 48%

26. Which is your favorite "Hippo-Round Round" flavor ?
Can't Remember 16
Punjab Da Pickle 3
Firangi Cheese 'n'… 2
Goan Butter Garlic 1
Shillong Noodle… 0
Gujrati Mango… 2
Not Applicable 28
Not Applicable 27%
Gujrati Mango Chutney 2%
Shillong Noodle Masala 0%
Goan Butter Garlic 1%
Firangi Cheese 'n' Spice 2%
Punjab Da Pickle 3%
Can't Remember 16%

27. On a scale of 1 to 5, please rate Hippo-Round Round
13 14 14
10
1
Lowest Highest
1 2 3 4 5
1 Lowest 14%
2 11%
3 13%
4 9%
5 Highest 2%

28. SUGGESTIONS

29. Grappo Fizz:-
•Higher Awareness -> Lower undertake –> Higher Repeat Purchase Intention
Click to go to comparative picture
•One of the prominent factor consumers pointed out is that; it is difficult to find a
sync between a grape juice and the presence of fizz in it.
•We can follow the “Appy Classic to Appy Fizz” path.
•Familiarize the customer with grape juice and then emphasize on the fizz variant.
•How about having a grape juice (May be “Grappo”…! ) at Rs. 12/- price
point… ?
• Pros
•Cons
•Cross Promotion of Grappo Fizz with Hippo Round Round. Click to see a picture
•Sampling of Grappo Fizz. We have already seen positive results while sampling Saint
Juices.
Contd…

30. Product Placement
Product
Placed Above
or Below Eye
Level
Product
Placed at the
Eye Level

31. Sampling:-
•One of the most effective way to increase consumer awareness and product acceptance
among the consumers is to sample our products.
•Sampling conducted in well coordinated manner always yields positive results as it was evident
in the sampling done for Hippo Round Round & Saint 100% Juices.
•At the same time placement of sampling kiosks inside the store is also very important. Placing
the kiosk near to your product shelf/bay is not always beneficial. (Share the Big Bazaar Experience)
Sales Figures from Big Bazaar, White Field, Bangalore for 3 particular days
Product Sale on 12th June 2011 Sale on 18th June 2011 Sale On 19th June 2011
(Sunday) (Sampling Day, Saturday) (Sunday, Sampling Day &
kiosk shifted to a new
place)
Saint 100% Juices 2 Pks. (1 Ltr.) 39 Pks. (1 Ltr.) 61 Pks. (1 Ltr.)
Hippo Round Round 7 Pks. (Assorted) 28 Pks. (Assorted) 32 Pks. (Assorted)
Click To See Kiosk Placement

32. Product Differentiation between Hippo & Hippo Round Round:-
Few interesting comments from the customers on Hippo & Hippo Round Round:-
• “Are you people inspired from Super Mario & Luiggi ?”
• “On looking at the package it seems that one contains wheat balls, another contain small
chapatis made by wheat balls. “
• “It looks like twins separated at Kumbh Mela.”
• “Why is it looking like Hritik Roshan & Harman Baweja sitting together ?”
Click Here To See Why ???

33. • Maintaining stocks at crucial point of time is absolutely necessary. For
example:
• Total Mall, Mahadevpura, Bangalore – Stocks for Hippo & Saint Juices were not
present for many days.
• Big Bazaar, Whitefeild, Bangalore – After getting good response during the
sampling activity, 3 variants of Hippo Round Round were out of stock for one
entire week.
• Modern Trade Scenario in Jabalpur for Parle Agro. Give a brief

34. Conclusion:-
• Parle Agro is one of the very few FMCG food companies in India whose entire gamut of
products are having a USP of upholding the “Pink Health” of the consumer. However most of
the modern trade consumers feel that this message is not clearly communicated by Parle Agro.
• A good number of modern trade consumers are brand conscious. Maximum of their
purchases inside the store (FMCG in particular) are based on their brand recall value.
During the project tenure, it was good to observe Parle Agro’s recall value on a positive
rank. But somewhere we are lacking in encashing the opportunity by not mentioning
company logo on Hippo & Hippo Round Round.
•Most of the modern trade stores have their own web-space where they offer the
convenience of shopping from home or office. We can increase our presence on their
web-space. Although this measure wont increase our revenues significantly, but it will
help us to build up our brand presence and value.

35. Thank You
For
Parle Agro
Project Completed By:-
ANIRUDDH TIWARI,
PGDM, M S RAMAIAH INSTITUTE OF MANAGEMENT,

36. Attachments

37. •In this picture, Bambino cross promoted its
vermicelli with their own brand of Badam Milk
powder.
•Here both the products are complementing each
other. Moreover the combi pack is just 2 rupees
cheaper than separate purchases.
• Similarly Grappo Fizz can be combined with
Hippo Round Round’s Punjab Da Pickle & Goan
Butter Garlic as these flavors go well with the fizz
drink.
Click Here To Go Back To Grappo Fizz Suggestion Slide

38. Click Here To Go Back To Sampling Suggestion Slide

43. Click Here To Go Back To Product Differtiation Slide

44. Following were the few points highlighted by Big Bazaar, Jabalpur :-
1) Appy Fizz is very popular here but they were unable to meet the demand due to irregular
supplies.
2) They are not storing Hippo & Hippo Round Round for past SIX MONTHS inspite of having
POs. Neither the local daily kiranawalas have it. Those who have are having very old stock.
3) Big Bazaar has got only one time supply of Saint Juices. It was some 7-8 months ago and
that too close to 65% of the stock was of Orange variant. So at this point of time the local
customers have near about zero awareness about our 100% juices. Whereas Real & XS from
Godrej are doing business of approximately 26 cases a month in each of the modern trade
outlet. (Pictures of their display attached).
4) Even for Frooti they were unhappy about the supplies with lead time of approximately 7
days.
5) Frooti 2ltr pack is generating good business in all the modern stores. However its Slice
500ML which is stealing the show among all PET Bottle Mango FBDs. Slice is shelling out
pretty good discounts on their landing price and was enjoying the most space of all in the
store.
Go to Slide