This document summarizes research conducted on the brand health of Alpha Mayonnaise in India. Key findings include: - Mayonnaise consumption is growing among upper-income Indian households and is commonly used in sandwiches, burgers, and other Western dishes. - Alpha has the strongest brand awareness and highest trial rates compared to competitors like Beta and Gamma. However, many consumers still are not familiar with mayonnaise brands. - Attributes like quality, healthiness, and taste are most important to consumers. Alpha is seen as a healthy brand but could strengthen perceptions of being premium. - Both current and lapsed users express high purchase intent for Alpha, suggesting strong loyalty. Increasing availability and trials through new sizes and

1. *Brand name changed from data privacy standpoint
BRAND HEALTH EVALUATION RESEARCH FOR
ALPHA MAYONNAISE*
A STUDY CONDUCTED BY:

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3. Research Background

4. In India, the “spreads and dips” category has traditionally been dominated by dairy butter, fruit jams,
ketchups, home made condiments such as chutneys and other sauces. On the other hand, western dips,
spreads and sauces such as mayonnaise, pizza/pasta sauces and sandwich spreads which were earlier
out-of-home consumption products are slowly making their way to Indian households.
 Our client, ALPHA offers mayonnaise as its flagship product
 Client wanted to develop an understanding on brand health for ALPHA Mayonnaise
 In India, western sauces and spreads category is still in its nascent stage and target audience consists of upper SEC
and premium households
o Through traditional consumer research modalities, such as face to face (F2F) interviews, such a premium
consumer is almost impossible to approach and in most cases, the final sample is unlikely to truly represent the
target audience
o Given that any such consumer is most likely to be digitally connected, “Digital” offered the most reliable way for
approaching such consumers
o Thus, client opted for a digital led research that provided accurate consumer insights drawn from a high
quality data efficiently collected from a truly representative consumer sample

5. o How is the category consumed ? What dualities are observed ?
o In which recipes, Mayo is used ?
o What are the places of purchase and purchase frequencies for buying a Mayo?
o What are the triggers and barriers for trial and/or adoption?
o Brand Health, Brand Considerations, Trials vis-à-vis competition brands
The research study aimed at finding answers to
the following questions:

6. Our Approach

7.  We conducted highly targeted Online Surveys by reaching out to our target audience
 A Quota Based Sampling Approach was used to collect the final sample
 Following sample sizes were collected in two study markets:
Sampling and Data Collection
Sampling
Methodology
 Approached the respondents ONLINE through TARGETED BANNER ADVERTISEMENTS and EMAIL
MARKETING
Interviewing
Methodology
 Self completion interview in which respondent completed the survey on her own i.e. without investigator’s
involvement
Data Collection
 Respondent herself entered all the responses in an HTML page ( i.e. web hosted survey)
 Data was collected in the electronic format and Data files were generated in ASCII and SPSS formats
DELHI MUMBAI
125 Online Surveys 125 Online Surveys

8. Target Group
 Respondents meeting the following eligibility criteria were allowed to participate in the
online survey:
o Gender: Females Only
o Age: From 25 to 45 years ( both inclusive)
o SEC: Belonging to SEC A or SEC B (as per the old SEC system of MRSI)
o Occupation: Housewife or Working (Soft Quotas)
o Parentage: “Women with Kids” or “Women without kids" (Soft Quotas)
o Role In category Purchase:
• Key decision maker for the brand of mayonnaise purchased for household use
o Last Purchase Occasion:
• Paid for the purchase of packaged mayonnaise for household use, at lease once in the last 3 months
o Last Usage Occasion :
• Consumed mayonnaise at home, at least once in the last 3 months

9. Micro Targeted
Audience
Reach
Online Survey Online Respondents Data Collection Data Analysis Insights
Our Methodology

10. Consumer Insights

11. Mayo Consumption - Recipes
All figures are in %age, except for the base
100
84
24 25
19 16
12
100
82
12
8
2
10
18
99
86
35
42
37
23
12
Sandwhich Burger French Fries Salad Pasta Pizza Other dishes
All (Base: 250) Delhi (Base: 125) Mumbai (Base: 125)
• Sandwiches and Burgers are the dishes, mayonnaise is most commonly consumed with. Apart from these, mayonnaise is also popular in Mumbai as an
accompaniment with fries, salads and pastas reiterating that Mumbai has a greater penchant towards Western dishes

12. Category Consumption - Dualities
All Categories All
Mayonnaise
Only
Mayo and also
Sandwich Spreads
Mayo and also
Salad Dressings
Mayo and also
Peanut Butter
Mayo and also
Italian Sauces
Base: 250 73 115 24* 67 129
Dairy Butter 98 99 100 100 96 100
Peanut Butter 27 0 38 54 100 41
Fruit Jam 97 99 98 96 96 98
Cheese 64 45 77 83 81 75
Mayonnaise 100 100 100 100 100 100
Sandwich Spreads 46 0 100 88 66 61
Tomato Ketchup 97 100 94 100 96 97
Mexican Dips 22 4 28 42 51 34
Chili-Garlic dip/ Tartare Dip etc. 12 3 15 33 25 19
Chinese Sauces 66 37 80 75 79 82
Italian Sauce (e.g. Pizza/Pasta sauce) 52 0 69 75 79 100
Mustard Sauce 5 1 9 8 7 7
Barbecue Sauce 2 0 4 17 4 5
Cake/ Brownie mixes 28 12 37 42 30 38
Milk Shake Mixes 44 25 59 54 52 53
Salad Dressings 10 0 18 100 19 14
All figures are in %age, except for the base
• Under the “Spreads” category , amongst those who are consuming “Sandwich Spreads” or “Peanut Butter”, almost all consume Dairy Butter and Fruit Jam
• Under the Dips and Sauces categories, almost all consume Tomato Ketchup and Chinese Sauces follow next
*Low base, data to be read with caution

13. Aware But Never Tried
ALPHA Mayonnaise
ALL Delhi Mumbai
Base : 51 28* 23*
I don’t know much about it 71 82 57
Prefer my regular brand 33 21 48
Is not easily available 20 36 0
I haven’t seen many ads for it 10 14 4
Is an international brand 2 4 0
Limited range of pack sizes 2 4 0
*Low base, data to be read with cautionAll figures are in %age, except for the base
• Across both the centers, “not knowing much about the brand” and “preference of their regular mayonnaise brand” have been the key barriers for trial
amongst aware non-trialists
Barriers To Trials - ANTs

14. Summary – Consumption and Purchase
CONSUMPTION :
 In both the markets, most mayonnaise consumers ( 71% at an overall level) are also consuming other categories of sauces and
spreads
o In Delhi, 49% consumers consume mayonnaise with other western sauces categories
o In Mumbai, 93% consumers consume mayonnaise with other western sauces categories
 Primarily, Sandwiches & Burgers are consumed with mayonnaise. Additionally, mayonnaise finds traction among the Mumbai users
for food items such as French Fries, salads ad pastas
 Across both the centers, “not knowing much about the brand” and “preference of their regular mayonnaise brand” have been the
key barriers for trial amongst aware non-trialists
PURCHASE:
 In Delhi the most often accessed place of purchase for mayonnaise is General Trade (65%) but in Mumbai, Modern Trade (87%) is
the most often accessed place of purchase. GT in Delhi and MT in Mumbai should be the target outlet types for any
consumer activation
 The average purchase cycle for mayonnaise is 1.3 months
 The category is still in a nascent stage as the average duration of mayonnaise consumption at household is 18 months

15. 37
9
17
4 1 2 2 1
24
8
3
15
15
1 3 3 1 2 1
18
Alpha Beta Delta Gamma Chi Theta Pi Phi Zeta Omega Mu Tau Don't Know
/ Can't Say
TOM SPONT
Brand Awareness - Spontaneous
• Brand recall/ associations with the category is low with 42% of consumers unable to recall any brand of mayonnaise
All figures are in %age, except for the base
All: Delhi + Mumbai
Base : 250
45
12
32
19
2 3
42
12233 1

16. BRAND SALIENCY :
 In a category which is still in a nascent stage with few domestic and international players, a considerable proportion of consumers
are unable to recall any brand of mayonnaise, at a spontaneous level
o Brand association with the category is typically low in case of Mumbai
 When aided it is the domestic brands which have higher recall among the consumers
 The awareness of “ALPHA” is higher that that for “BETA” at all levels – TOM, SPONT and Aided
 DELTA and GAMMA are the other brands which achieve high recall
 Awareness of imported brands ( such as OMEGA, ZETA, Nu etc.) is higher in Mumbai although the awareness is low at an overall
level
Summary – Brand Salience

17. • At 78%, the trial conversion rate for Alpha is much higher than the key competitors. The brand can grow further by inducing more trials
• For Gamma, Chi and Delta, Trials are a bottle neck
• Consideration of Alpha is similar to competition brands Gamma and Delta
TOTAL AWARENESS
EVER TRIAL
USERS
MOCB
92%
72%
66%
66%
78%
91%
100%
54%
15%
6%
5%
27%
43%
75%
73%
33%
23%
21%
70%
93%
Alpha Gamma Delta
45%
All: Delhi + Mumbai
Base : 250
CONSIDER 12% 10% 18%
Brand Funnel – Alpha v/s. Key Competition
Among aware but non-users

18. Derived Importance
Is free from Preservatives
It has right consistency / texture
Is from a premium brand
Maintains high standards of quality
Is from a brand that offers products that are healthy
Has attractive packaging
Has a pearl white colour
Has a slightly sweet and salty flavour
Is a brand that provides international tastes
Offers eggless product variants
Is recommended by Family/Friends
Doesn't get a layer of oil or water on top after the bottle has been opened
It has been in my family for long/ I grew up with the brand
Is widely available
Is a brand that helps me make food that my family likes
Is from a brand that offers a variety of flavours
Is a brand that makes cooking fun activity
Is a brand that constantly innovates itself across different sauces and spreads
Is from a trustworthy brand
Is from a very popular brand
• Attributes of quality and health connotation emerge as the most important attributes that derive brand choice in the category
• Choice of brands is largely driven by functional attributes
Imagery Attribute Importance -
DerivationDecreasingOrderOfAttributeImportance
SHAPELY
VALUE
REGRESSION
We derived
the
importance
of attributes
using
Shapely
Value
Regression
Analytics

19. 0
4
-1
1
1
2
2
-2
-4
1
3
-2
4
-1
1
-4
1
-4
0
-2
-30 -20 -10 0 10 20 30
0
2
0
0
-2
-3
0
1
0
0
0
1
0
1
-1
4
1
-2
-2
1
-30 -20 -10 0 10 20 30
2
-4
2
1
1
1
1
-1
0
0
-1
-2
0
1
-4
-5
0
2
4
1
-30 -20 -10 0 10 20 30
• “ALPHA” is differentiated on offering “Healthy Products“ and being “Trust Worthy”, while “BETA” owns the space of offering eggless products and flavour
-1
-2
0
-1
0
-1
-2
2
3
-1
-2
3
-3
-1
3
3
-1
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-1
0
-30 -20 -10 0 10 20 30
GAMMA DELTA ALPHA BETA
Free of preservatives
Right consistency/texture
Premium brand
High quality
Healthy products
Attractive packaging
Pearl white colour
Sweet and salty flavour
International taste
Eggless products
Recommended by friends/family
No oil/water on top
Grown up with brand
Widely available
Helps make food that family likes
Variety of flavour
Makes cooking fun
Constantly innovating brands
Trustworthy
Popular
Brand Endorsements - Normalized

20. • Amongst the current users, very high intention to purchase and consume the ALPHA mayonnaise
• Lapsers, who had claimed non- availability as a barrier, willing to try ALPHA mayonnaise,
*Low base, data to be read with caution
All figures are in %age, except for the base and mean
4
31
63
50
1
27
13
99
ANTs Lapsers Current Users
Definitely not consume Probably not consume May or may not consume Probably consume Definitely consume
Base : 51 16* 164
Mean 4.20 3.80 4.98
T2B(%) 90 63 99
Future Disposition - Alpha

21.  General Trade in Delhi and Modern Trade in Mumbai are the key consumer activation points for driving awareness and brand trials
 Consumers in Mumbai have a greater penchant for western dishes hence presents an opportunity for ALPHA mayonnaise
 In a category which is still in a nascent stage with few domestic and international players, a considerable proportion of consumers
are unable to recall any brand of mayonnaise
 ALPHA is the most recalled and consumed brand in the western dips and spreads category. Recall of BETA is low – more so in
Mumbai. With SKU presence currently the key source of awareness for ALPHA and lack of knowledge the key barrier to trial, the
brand campaign should serve well to boost brand recall and boost consumer perception
 ALPHA has the strongest brand funnel in the mayonnaise category across competition in both Delhi and Mumbai.
 Across user groups, current users express a strong loyalty towards ALPHA and close to all claim to continue consuming it
 ALPHA needs to work on increasing trials and launching a smaller trial pack SKU is recommended
 ALPHA owns the ‘health’ space however, needs to strengthen the brand on being premium and being perceived fresh – pearl
white colour and no oil on top
Overall Summary & Way Forward

22. Thank You
For more details, contact:
Atul Soni | atul@pixelrush.in | +91-9811433429
The information presented in this powerpoint presentation belongs solely to PixelRush Digital and cannot be circulated, copied or shared in any manner whatsoever w