Keventer Agro Market Analysis

Keventer Agro Market Analysis ABSTRACT Most producers do not sell their goods directly to final users. They design a multi-channel system to reach them. The design of marketing channel, that acts, as a strong interface, can provide competitive advantage to a firm in the industry. By contrast the absence of a good distribution network can also be a major fiasco in todays cutthroat competitive world. Marketing channel decisions are the most critical ones facing the marketing management today. It is complex and the complexity further gets compounded by the fact that the channel system take time to build usually years. Channel partners are not owned by the company in most cases. The sales force plays a crucial role in getting the best out of marketing channel. Integrating the efforts of channel partners and sales efforts within the whole marketing effort becomes crucial towards achieving organizational goals. Food and beverage giant Parle had entered into a franchisee agreement with Keventer Agro, for Keventer Agro to manufac ture, package, distribute and market its well-known brands namely Frooti -a popular mango drink, Appy and Appy Fizz-the in-style apple drinks and Bailley Packaged Drinking Water mostly in the eastern parts of India. The project Study of the distribution channel and market analysis of the products distributed and marketed by Keventer Agro under the license of Parle Agro involves the study of the strategies undertaken by Keventer Agro to distribute and market products of Parle Agro which includes Parles HIPPO Parle Agro forayed into snacks with the launch of Hippo, in line with the companys vision of becoming a major player in the foods and beverages industry. Hippo is a player of the snack food industry of India. As per an industry estimate, the branded and organized snack food segment dominated by major players such as Frito Lay, Con Agra, Kelloggs, Marico, Dabur, HLL, ITC, Parle, Haldirams. Thus, the study mainly constituted of studying and analyzing the distribution channel of Hip po and doing a market analysis of the product with respect to pricing, competition, brand awareness and consumer behavior of Hippo its present market position in relation to the well known established brands through retailer and consumer survey. Questionnaire, Schedule and interview and observation methods have been used in conduction of surveys. After completion of analysis of data collected through various methods regarding the sales and distribution and market position and other strategies proper conclusions can be drawn about the awareness and market strength and potential of Parles Hippo. These conclusion and deductions will help Keventer Agro to make any possible changes that would be feasible for the sustenance of the brands and any measure that will increase the market penetration of the brands Introduction The Project Study of the distribution channel and market analysis of the of the products distributed and marketed by Keventer Agro under the license of Parle Agro involves the study of the strategies undertaken by Keventer Agro to distribute and market Parle Hippo Keventer Agro: The Company Keventer Agro Limited is a subsidiary of Keventer Group which has been operating years in the Food Processing Industry in India for more than 125 years. Keventer exports Alphonso Mango Pulp, Totapuri Mango Pulp, Guava Pulp, Sweetened Alphonso Mango Pulp, Mango Pickle, Sesame Seed, Cashew Nuts, Peanuts, Cumin Seed, Fennel Seed, Fenugreek, Coriander Seed, Bakery Ingredients, Fruit Jams, Tutti Fruiti, Red Chilies Button Mushrooms etc. to various countries. Keventer Agro Ltd. (KAL) was established in the year 1986. The division exports food products such as Mango Pulp, Guava Pulp, Sesame Seeds, and Bakery Ingredients to various customers across the globe. In no time, it earned the coronet of being the first to i ntroduce aseptic packaging in the beverage category (a high-end packaging procedure that preserved the natural goodness of drinks in hygienic packs). The Group entered into a franchisee agreement with the food and beverage giant -PARLE to manufacture, package, distribute and market its well-known brands namely FROOTI -a popular mango drink, APPY and APPY FIZZ- the in-style apple drinks and BAILEY PACKAGED DRINKING WATER mostly in the eastern parts of India. In late 2010, Parle Agro inked another agreement with Keventer Agro to set up a plant at Barasat. This new unit manufactures Parle Agros snack brand Hippo. Besides manufacturing, Keventer is also responsible for marketing, sales and distribution of Hippo. Parle Agro chose to partner Keventer for their range of food brands which w.ll h.l. them to expand Hippos market share in the eastern part of India. Parle Agro: The Company Parle Agro is a household name in the beverages industry and has leading brands like Frooti, Appy, Appy Fizz and packaged drinking water, Bailley. A pioneer in the Indian industry, Parle Agro were the first to introduce fruit drinks in tetra packaging, first to introduce apple nectar and the first to introduce fruit drinks in PET bottles. In 2007, Parle Agro forayed into foods with the launch of two confectionery brands, Mintrox mints and Buttercup candies. This was soon followed by two more brands Buttercup Softease and Softease Mithai. Recent beverage products from Parle Agro include Saint Juice, LMN and Grappo Fizz. In 2009, Parle Agro forayed into snacks with the launch of Hippo, in line with the companys vision of becoming a major player in the foods and beverages industry. The snack brand Hippo, was launched in the western region starting with Maharashtra and then it was soon rolled out nationally. Parle Agro commenced operations in 1984. Starting with o nly beverages and diversifying to include bottled water in 1993 and confectionery in 2007. Frooti was the first product that was rolled out of Parle Agro in 1985. It went on to become Indias favourite mango drink. It still has a leading market share. Parle Agro Pvt. Ltd operates under three business vertical Beverages fruit drinks, nectars, 100% Juice, sparkling drinks, Water Packaged Drinking Water and Foods confectionery, snacks Product Industry Overview Product: HIPPO Parle Agro forayed into snacks with the launch of Hippo, in line with the companys vision of becoming a major player in the foods and beverages industry. Hippo is a toasted bread snack. Its ingredients include wheat flour, edible vegetable oils, seasoning mix, corn starch, sugar, raising agent, milk solids, salt, emulsifier, yeast extract powder, instant yeast. It contains added natural color and added natural identical flavoring substances; but no added MSG, no GMO and no Trans Fat. It comes in two variant; Hippo Munchies and Hippo Round-Round. The Hippo Munchies comes in 7 flavours (Chinese Manchurian, Hot-n-Sweet Tomato, Thai Chilli, Yoghurt Mint Chutney, Italian Pizza, Indian Chatpata and Arabian Salted) and Hippo Round-Round comes in 5 flavours (Punjab Da Pickle, Gujrati Mango Chatni, Shillong Noodle Masala, Goan Butter and Garlic, Firangi Cheese n Spice). It is available in three sizes which are priced at Rs 5, Rs 10 and Rs 20. Snack Industry: Industry to which Hippo belongs Hi ppo is a player of the snack food industry of India. The Indian snack industry is one of the largest when considered in the global level. With rising standard of living, people are more resorting to snacks items during breakfast, supper or any time; snacks most often take the place of meals. Right from production, using up, export and growth prospects owing to emerging markets, increasing demand, and incorporation of latest technologies, the snack industry in India has witnessed a dramatic change. Ready-to-eat foods, samosas, kachoris, namkeen, chips, are few of the snacks that are most preferred by Indians. Given the rising demand, the snack industry is going to witness further growth in the future. The snacks food industry in India can broadly be categorised into three segments staple (biscuits category), traditional (namkeens) and ready-to-eat packaged snacks (chips / crisps). The snack food market in India is $3 billion; with the organized segment accounting for almost half of the market share and growing at rate of 15 to 20 percent per year. A growing economy, changing lifestyles, rise in disposable incomes and preference for quality products of U.S. origin will continue to fuel growth of imported U.S. snack food items in India. As per an industry estimate, the branded and organized snack food segment dominated by major players such as Frito Lay, Con Agra, Kelloggs, Marico, Dabur, HLL, ITC, Parle, Haldirams, Nestle, Britannia, Cadbury, Bikano and Balaji is estimated to grow by 15 to 20 percent per year; whereas the growth of un-branded snack food is likely to grow modestly at 8 percent per year in the near future. Frito-Lay India led sweet and savory snacks with a retail val ue share of 46% in 2009. The companys Kurkure, Lehar and Lays Stax offerings have helped it to consolidate its leadership during the year. Haldiram Foods International Ltd and ITC Ltd remained the second and third ranked players respectively. Products like Hippo claim to be made from healthier ingredients than chips/crisps. With Indian consumers becoming more health conscious and more inquisitive about the ingredients in their food, sweet and savory snacks will witness an increase in products which are positioned as better for you and healthier snacks. Objectives of the Project To execute a qualitative study on the trend of packaged snack industry To gauge the acceptance of baked and healthy-snacks To understand competitors strategy in the market To study the sales and distribution structure, pricing (both to the retailer and to the consumer) of Hippo and problems in those respected area. To develop marketing strategies for Hippo To analyze the markets and determine the factors responsible for sale of products and provide recommendations about the scope for improvement. To provide a statement of collective responses of the retailersand determine the scope for improvement in the distribution channel for the products and the problems faced by the retailers. To study the pattern of consumer behavior and their awareness towards HIPPO To find out the problems faced by HIPPO if any and suggest solution to address those problems Project Methodology Primary Research is done through market survey. The research is mainly based on: Questionnaire Method Interview Method Observation Method Secondary Research has also been used as a supporting tool like: Some of the data related to holistic picture of the industry has been gathered from the data available on the internet PROJECT PROFILE The project revolves around Parle Hippo distributed and marketed by Keventer Agro under the license of Parle Agro. The first stage constituted of mainly studying and analyzing the distribution channel of Hippo and doing a market analysis of the product with respect to pricing, competition, brand awareness and consumer behavior of Hippo through retailer and consumer survey As per the objective of the project, two sets of questionnaire were prepared; For the retailer which aimed to assess the availability of Hippo, pricing of Hippo, sales, defect handling and some financial aspect of Hippo viz. Its competitors and the other for the consumers. For the consumer which aimed to gauge awareness of the product and the brand, product acceptance, their choice of product and buying pattern. The second stage constituted of observing the total sales procedure which consists of division of product, division of area, selective loading, selling, collection and submission STAGE ONE: RETAILER SURVEY FOR HIPPO This stage involved daily visits from the stock points to the designated markets. The markets covered includes: Salt Lake, Lake Town, S.K. Deb Road Market, Nagerbazar, Mrinalini Cinema Hall Market, New Market, Ultadanga, Kankurgachi, Bagmari, Beadon Street , Aurobindo Road and Vivekananda Road area, Shyambazar, Rajballavpara Baghbazar. Every shop that kept branded snacks in the respective areas was approached. The initial plan was to conduct the survey through questionnaire method but while performing the survey the method had to be changed to schedule, observation and interview method as it was not convenient for the retailers to fill up the questionnaire Objectives of Survey by observation method Findings to be recorded through observation method included: The visibility of Hippo and of competitors product Mode of stocking/displaying Hippo and competitors products i.e. whether it is on shelve or in the basket or inside almirah The location of the store i.e. whether it is beside main road or inside a lane or on a square Type of store Approximate demography Objectives of Survey by schedule method Findings to be recorded through schedule method included: About Hippo: Whether he keeps Hippo or not, if not the reason, its availability, reorder period, quality of defective product handling, margin offered, supply of banners and danglers. About Competitor: The competition brand kept, approximate margin they offer. About the market as a whole: The most selling brand. Objectives of Survey by interview method The interview methodology aimed to gain the intrinsic details of the market functions such as; if the retailer does not keep Hippo would he like to keep it future, the credit policy, frequency of visit of sales representative, retailers view on Hippos marketing strategy and scope of improvement. STAGE TWO: TOTAL SALES PROCEDURE OBSERVATION Distribution structure of Keventer Agro for Hippo Keventer Agro has 2-level consumer marketing channel. i.e. Manufacturing Unit>Distributor>retailer>Consumer. The product is manufactured in their plant located in Barasat. The products are sold directly to distributors on cash. A sales representative is appointed to the distributor by Keventer, who represents Keventer Agro and works shoulder to shoulder with the distributor. Level 1 Manufacturing unit to distributor The distributor buys the product in cash and the price of the free products which are part of below the line promotional activity are reimbursed on the claim made by the distributor. The transportation charge is borne by the distributor. Division of product and appointment of distributors: The aim of the company is: To ensure not only the highly profitable established products, but also new products with low initial sales reaches the end of supply chain. To ensures that all the SKUs of different products end up in the racks of retailers. Parle Agro has wide and deep product line; it is difficult for a single distributor to manage all the products. Earlier, Hippo was supplied to all the distributors of a specific area but as coordination became difficult, they have changed their policy and now supplies only to one distributor of the specific area. In some distribution area Keventer appoints more than one distributor each having different divisions of product. The division of products includes: Division A Division B Division C (Full information about this division is not known since I never had the chance to work in this divison) 200 ml, 400 ml, 1.2 litre of Frooti 160 ml 500 ml 1.5 litre and 2 litre of Frooti 200 ml of Appy 500 ml, 1 litre, 2 litre of Bailley Packaged Drinking Water 100 ml, 250 ml of Frooti 200 ml of LMN 600 ml of Bailley Soda. 300 ml, 500 ml and 1 litre of Appy Fizz The strategy of division of product along with division of distributor is adopted due to the reason discussed above. Level 2 Distributor to retailer Each distribution area is divided into five different distribution zones. They sell their products to those five zones in five days i.e. Monday to Friday. The sixth day which is Saturday is an extra day in which the sales representative does the miscellaneous work such as: If an order was not delivered on the due date then that product is delivered on Saturday. They conduct an approximate survey to estimate or forecast the forthcoming weekly demand. If a replacement of defective product was not done on the due date then it is also done in Saturday Hippo along with other product that are in the same division are be loaded in the LCV everyday. The flavours and quantities are not fixed. They load it according to the demand estimation of the zone. For example, on a particular day, more SKUs of Goan Butter and Garlic flavour is loaded more than the average quantity; the reason being from the experience, the sales representative found that when certain flavour/flavours are supplied to some particular area/areas, the retailer has lower re-order period i.e. the flavour/flavours sales more in that area depending on the demography of the area and buying pattern of the consumers. Sometimes the sales representatives are given target. For example: If they can sell 100 cases of Division A products on a particular day which includes Hippo, then they would get some incentive (Rs 250 extra). In that case, Division A products are loaded more, proportionally quantity of Hippo rises. However the elasticity of quantity of loading is low for Hippo compared to Frooti and Appy which are of high selling category. The sales representative finds it easy and handy to sell Frooti and Appy than applying push strategy for Hippo. Sometimes Hippo is not at all loaded in the LCV because the particular market demography could not accept Hippo and is not popular. Selling Each sales representative has different style of selling. Some capitalize on relationship between him and retailer and some on communication skill. Relationship marketing: In this type of marketing procedure, the SR does not start talking business in the first instance; rather he greets the retailer, talk about general things like current affairs or about family which helps him to build a rapport and trust. The trust and rapport becomes the psychological tool to win over the psychology of the retailer making it difficult for the retailer to reject the sales representatives selling proposal. Sometimes the sales representatives shares such good relationship with the retailer s that they dont even ask whether he needs anything or not but directly dump the products and produces the bill. Credit sales are more by this procedure since the SR does not want to freeze the warmth of the relationship. Communication Marketing In this procedure the SR starts talking about the business from the first go. The deliberation of the schemes or price seeks the attention of the retailers. Sales representative convinces the retailers by giving a clear picture of the business model. For example: Suppose the shop is near a school, he would right away say with much conviction that Hippo is bound to sell and with Rs 1.23 margin per piece, it would be a great business for him. He further elaborates on the schemes and produces a very rosy picture. The chances of credit sales are low. The sales representative of Keventer Agro is responsible to write the bill of receipt where he mentions name of the shop, the date, quantity of total product sold and its price. An account of free products is also scribed in the bill. The cash is handled by the distributors representative. Collection It is a process of collecting money for the credit sales made. Usually Keventer does not encourage credit sales. However if any credit sales are made, the credit period is generally 2-3 days or the period till the next order, whichever is earlier. Collection is not so difficult as Hippo is backed by Frooti which has high bargaining power. Submission Both the representatives are required to submit every bills and cash respectively to the stock point/distributor. The cash collected and the sum total of the bill has to tally. Problem identification and its solution: Problem 1: The targets that are set by Keventer for the sales representatives are not dis tinct enough. The target constitutes of only two conditions i.e. name of Division and amount of cases. For example, on a particular day while we were working in certain area with the sales representative, he was given a target to sell 100 cases of Division A product for an incentive of Rs 250. He worked till 8 pm and ultimately reached to the target. However most of the sales were of Frooti and Appy with very little proportion of Hippo. Solution to the problem: Providing target worked well but had skewed portfolio. The target scheme for the sales representatives should be more distinct for example, if the target would have been X cases Frooti, Y cases of LMN, Z cases of Appy and U cases of Hippo of Division A for Rs V then the sales representative would not have capitalized on Frooti and Appy but would have tried to push low moving new brands such as Hippo, Bailley Soda etc. The portfolio of sales would have been varied and would have provided an impetus to the sales of new brands s uch as Bailley Soda and Hippo. Problem 2: Most of the sales activities are done by the company representatives such: Converting potential customer into actual customer in level 1 of distribution structure Bagging re-order from the existing customer Handling defective product Negotiation and persuasion Accounting( bill of receipt) The distributor only provides with infrastructure such as godown, light commercial vehicle(LCV) and a representative. The field work is mostly done by the company representative. Solution to the problem: Initially in a new market, it is quite rationale to capitalize on the market knowledge and relationships of the distributor but while working with sales representatives we found in some areas that the retailers already trust the company representative while the company representative has commanded the knowledge on the respective market. In that scenario Keventer Agro can go for forward integration and move on to 1-level distribution structure which consists of only manufacturer> retail> consumer eliminating the distributor. This would further optimize the profit earned by the company Evaluation of the distribution system of Parle Hippo through statistics This part of data analysis is segmented in to two parts. The first part deals with retailers and the second part deals with the consumer. The first part is further broken up in to two scenarios. The first scenario provides a holistic view of the markets surveyed and the second scenario deals with analysis of the attribute according to the area in which the survey is conducted. Part I (A) -Holistic View of the Markets Surveyed 1. Hippo Stocked The graph below showcases the frequency of the shops who stocks Hippo in their shops. 36.2% of the samples do not keep Hippo, where as 24.6% of the sample use to keep Hippo and the rest however keeps Hippo. So it can be said that there are presently more shops where Hippo cannot be found. Since the percentage of shops that use to keep Hippo is considerably high, we get a negative sales trend here. 9 definite reasons for the low sales turnover have been identified. They are: Some of the shops were never approached by the distributor Some shops are already flooded with competitors product so there are no space to stock Hippo In Some areas, the supply was halted due distributor reappointment and other issues Some shops use to keep Hippo but due to low sales they dont keep it anymore Hippo has a limited credit option, so many retailer finds it difficult to block their money for a new product Some retailer does not keep Hippo due to lack of merchandize provided. Retailers demand shelve and almirah so that they can store and display and also protect from mice but very limited or no merchandize is provided to most of the retailers Some retailers do not keep Hippo because they perceive that it is a new product with low awareness, the market is still not ready to accept the product. Had it been ready, the consumer would themselves ask for it Some retailers complained about poor follow up from the sales team and is the reason for not keeping Hippo Some retailers, who use to keep Hippo complained that the expired stock were not replaced and they have lost faith in Parle Agro The chart provided below showcases the frequency of the reasons discussed above. Interpretations: 32.5% of the shops were never approached by the company. From the qualitative data it has been found that many retailers were positive about keeping Hippo if they were being approached by the company. 12.5% of the shops have no space to keep Hippo. While conducting survey it is found that many shops were flooded with competitor brand leaving no space for Hippo. Out of 24.6% of sample who use to keep Hippo, 11.2% stopped keeping Hippo due sudden halt in supply due to distributor reappointment problem and other associated problems. 8.8% of the samples do not keep Hippo anymore due to its low sales while 2.5% of the samples do not keep Hippo because of the credit policy. The low sales associated with limited credit policy makes it difficult for the retailer to invest in the slow moving stock. 1.2% of sample reported that they do not keep Hippo because Parle Agro do not provide them with almirah or rack as result the products get damaged because of mice. Among the samples who never kept Hippo, 10% of the sample never kept Hippo because no customer demanded for it. They said, they will only keep Hippo when customer starts asking for it. The demand graph is provided below. Among those who use to keep Hippo, 8.8% of sample do not keep it anymore due to bad follow up from the distributor. One of the samples was approached by the distributor ho took order but never delivered the products. The expired date products were never replaced for which 2.5% of the sample does not keep Hippo. The reason for the 8.8% of the shops could not be gauged due to any response from the retailers. 2. Demand of Hippo: The graph below provides a holistic view about the demand of Hippo. 42.7% of the sample said that the demand of Hippo is low while 33.7% of the sample said that the demand is average followed by 23.6% of the sample who said that the demand is high. 3. Reorder period: Among the samples who keep Hippo, 57.6% of the sample orders on a weekly basis, 24.7% orders on a monthly basis, 10.6% on a fortnightly basis and 7.1% of the sample orders twice a week. 4. Most selling Stock Keeping Unit (SKU): 74.1% of the sample reported that the small packs are most selling stock keeping unit (SKU) while 25.9% of the sample reported about the medium pack. 5. Most selling flavour: On an overall analysis, we found that there is very low consistent pattern of choice of flavour. However 21.2% of the sample said that the bluish green pack (Goan Butter and Garlic) sells the most followed by Punjab Da Pickle. 6. Awareness of nutrition facts among retailers: 70.5% of the sample had no idea about Hippo being baked but not fried while that 29.5% of the sample had idea about the health positivity of the product. Among 29.5 % of the samples who are aware of the fact only 2.4% of the samples pitch about it while selling it. 7. Analysis of the margin/profit offered by Hippo and its competitors: The objective is to find whether there is significant difference among the margin offered by three brands i.e. Lays, Bingo and Hippo. In other words, it is a test for difference in distributions (medians) of the margin/profit for the different brands of snacks. Methodology applied is Kruskal-Wallis Test. The null hypothesis H0 = PL = PB = PH and the alternate hypothesis H1 is PL, PB and PH are significantly different. PL = Proportion of retailer to whom Lays provide them with highest margin PB = Proportion of retailer to whom Bingo provide them with highest margin PH = Proportion of retailer to whom Hippo provide them with highest margin The significance level (a) is 0.05. According to the Kruskal-Wallis test, the p-value is as low as zero, so we reject the null hypothesis. So we see that at the a = 0.05 level of significance, there exists enough evidence to conclude that there is significant difference among the three snack brand in terms of the margin/profit provided to the retailer. 8. Factor Analysis: The main applications of factor analytic te (1) To reduce the number of variables and (2) To detect structure in the relationships bet Therefore, factor analysis is applied as a dat The variables taken are: .Supply Quality of Hippo as r .Quality of Product delivered as r .Quality of service(Replacement .Merchandize offered and its a .Margin perceived by the samples .Quality of Hippo as responded by Samples or analytic techniques are: the number of variables and tionships between variables, that is to classify sis is applied as a data reduction or structure detection method. Supply Quality of Hippo as responded by Samples ed as responded by Samples placement and Adjustment) as responded by Samples and its availability as responded by Samples ed by the samples sponded by Samples classify variables. tion method. y Samples The main applications of factor analytic te (1) To reduce the number of variables and (2) To detect structure in the relationships bet Therefore, f actor analysis is applied as a dat The variables taken are: .Supply Quality of Hippo as r .Quality of Product delivered as r .Quality of service(Replacement .Merchandize offered and its a .Margin perceived by the samples .Quality of Hippo as responded by Samples or analytic techniques are: the number of variables and tionships between variables, that is to classify sis is applied as a data reduction or structure detection method. Supply Quality of Hippo as responded by Samples ed as responded by Samples placement and Adjustment) as responded by Samples and its availability as responded by Samples ed by the samples sponded by Samples classify variables. tion method. y Samples From the component plot above it is quite clear that plot above it is quite clear that quality of product, quality of supply and replacement and adjustment constitute one factor while margin of hippo and merchandizing provided constitute the other factor. From the Scree Plot it can be seen that 2 components have Eigen Value more than 1 and they can explain 74.09% of the variation. Part 1 (b) Area wise analysis of the attributes 1. Demand hippo vs Area 70%, 55%, 50% in Lake Town, Shyambazar, Ultadanga respectively consider the demand of Hippo to be low. 72.7% of sample in Salt Lake and 50% of sample in New Market feels the demand for Hippo is average. However 44.4%, 50%, 41.7% of the sample in Nagerbazar, Baisakhi and Ultadanga respectively fell the demand is high over there. 2. Flavour vs area Goan Butter and Garlic flavour is the most liked flavour in Salt Lake. While Punjab Da Pickle is the favourite in Nagerbazar. All the other area has no definite favourite. 3. Area vs Hippo Stocked Cross tabulation Area * Hippo Stocked Cross tabulation Hippo Stocked No Yes Previously Kept Area Salt Lake Count 0 12 0 % within Area .0% 100.0% .0% Lake Town Count 4 3 4 % within Area 36.4% 27.3% 36.4% Nagerbazar Count 2 10 0 % within Area 16.7% 83.3% .0% Baisakhi CK Market Count 3 1 5 % within Area 33.3% 11.1% 55.6% New Market Hogg Market Count 11 0 6 % within Area 64.7% .0% 35.3% Ultadanga, Murari Pukur, Kankurgachi Bagmari Count 13 5 7 % within Area 52.0% 20.0% 28.0% Beadon Road, Aurobindo Road Vivekananda Road Count 13 10 5 % within Area 46.4% 35.7% 17.9% Shyambazar, Baghbazar Rajballav Para Count 4 13 7 % within Area 16.7% 54.2% 29.2% Total Count 50 54 34 % within Area 36.2% 39.1% 24.6% From the cross tabulation above, we see that the penetration of Hippo is excellent in Salt Lake and Nagerbaz Keventer Agro Market Analysis Keventer Agro Market Analysis ABSTRACT Most producers do not sell their goods directly to final users. They design a multi-channel system to reach them. The design of marketing channel, that acts, as a strong interface, can provide competitive advantage to a firm in the industry. By contrast the absence of a good distribution network can also be a major fiasco in todays cutthroat competitive world. Marketing channel decisions are the most critical ones facing the marketing management today. It is complex and the complexity further gets compounded by the fact that the channel system take time to build usually years. Channel partners are not owned by the company in most cases. The sales force plays a crucial role in getting the best out of marketing channel. Integrating the efforts of channel partners and sales efforts within the whole marketing effort becomes crucial towards achieving organizational goals. Food and beverage giant Parle had entered into a franchisee agreement with Keventer Agro, for Keventer Agro to manufac ture, package, distribute and market its well-known brands namely Frooti -a popular mango drink, Appy and Appy Fizz-the in-style apple drinks and Bailley Packaged Drinking Water mostly in the eastern parts of India. The project Study of the distribution channel and market analysis of the products distributed and marketed by Keventer Agro under the license of Parle Agro involves the study of the strategies undertaken by Keventer Agro to distribute and market products of Parle Agro which includes Parles HIPPO Parle Agro forayed into snacks with the launch of Hippo, in line with the companys vision of becoming a major player in the foods and beverages industry. Hippo is a player of the snack food industry of India. As per an industry estimate, the branded and organized snack food segment dominated by major players such as Frito Lay, Con Agra, Kelloggs, Marico, Dabur, HLL, ITC, Parle, Haldirams. Thus, the study mainly constituted of studying and analyzing the distribution channel of Hip po and doing a market analysis of the product with respect to pricing, competition, brand awareness and consumer behavior of Hippo its present market position in relation to the well known established brands through retailer and consumer survey. Questionnaire, Schedule and interview and observation methods have been used in conduction of surveys. After completion of analysis of data collected through various methods regarding the sales and distribution and market position and other strategies proper conclusions can be drawn about the awareness and market strength and potential of Parles Hippo. These conclusion and deductions will help Keventer Agro to make any possible changes that would be feasible for the sustenance of the brands and any measure that will increase the market penetration of the brands Introduction The Project Study of the distribution channel and market analysis of the of the products distributed and marketed by Keventer Agro under the license of Parle Agro involves the study of the strategies undertaken by Keventer Agro to distribute and market Parle Hippo Keventer Agro: The Company Keventer Agro Limited is a subsidiary of Keventer Group which has been operating years in the Food Processing Industry in India for more than 125 years. Keventer exports Alphonso Mango Pulp, Totapuri Mango Pulp, Guava Pulp, Sweetened Alphonso Mango Pulp, Mango Pickle, Sesame Seed, Cashew Nuts, Peanuts, Cumin Seed, Fennel Seed, Fenugreek, Coriander Seed, Bakery Ingredients, Fruit Jams, Tutti Fruiti, Red Chilies Button Mushrooms etc. to various countries. Keventer Agro Ltd. (KAL) was established in the year 1986. The division exports food products such as Mango Pulp, Guava Pulp, Sesame Seeds, and Bakery Ingredients to various customers across the globe. In no time, it earned the coronet of being the first to i ntroduce aseptic packaging in the beverage category (a high-end packaging procedure that preserved the natural goodness of drinks in hygienic packs). The Group entered into a franchisee agreement with the food and beverage giant -PARLE to manufacture, package, distribute and market its well-known brands namely FROOTI -a popular mango drink, APPY and APPY FIZZ- the in-style apple drinks and BAILEY PACKAGED DRINKING WATER mostly in the eastern parts of India. In late 2010, Parle Agro inked another agreement with Keventer Agro to set up a plant at Barasat. This new unit manufactures Parle Agros snack brand Hippo. Besides manufacturing, Keventer is also responsible for marketing, sales and distribution of Hippo. Parle Agro chose to partner Keventer for their range of food brands which w.ll h.l. them to expand Hippos market share in the eastern part of India. Parle Agro: The Company Parle Agro is a household name in the beverages industry and has leading brands like Frooti, Appy, Appy Fizz and packaged drinking water, Bailley. A pioneer in the Indian industry, Parle Agro were the first to introduce fruit drinks in tetra packaging, first to introduce apple nectar and the first to introduce fruit drinks in PET bottles. In 2007, Parle Agro forayed into foods with the launch of two confectionery brands, Mintrox mints and Buttercup candies. This was soon followed by two more brands Buttercup Softease and Softease Mithai. Recent beverage products from Parle Agro include Saint Juice, LMN and Grappo Fizz. In 2009, Parle Agro forayed into snacks with the launch of Hippo, in line with the companys vision of becoming a major player in the foods and beverages industry. The snack brand Hippo, was launched in the western region starting with Maharashtra and then it was soon rolled out nationally. Parle Agro commenced operations in 1984. Starting with o nly beverages and diversifying to include bottled water in 1993 and confectionery in 2007. Frooti was the first product that was rolled out of Parle Agro in 1985. It went on to become Indias favourite mango drink. It still has a leading market share. Parle Agro Pvt. Ltd operates under three business vertical Beverages fruit drinks, nectars, 100% Juice, sparkling drinks, Water Packaged Drinking Water and Foods confectionery, snacks Product Industry Overview Product: HIPPO Parle Agro forayed into snacks with the launch of Hippo, in line with the companys vision of becoming a major player in the foods and beverages industry. Hippo is a toasted bread snack. Its ingredients include wheat flour, edible vegetable oils, seasoning mix, corn starch, sugar, raising agent, milk solids, salt, emulsifier, yeast extract powder, instant yeast. It contains added natural color and added natural identical flavoring substances; but no added MSG, no GMO and no Trans Fat. It comes in two variant; Hippo Munchies and Hippo Round-Round. The Hippo Munchies comes in 7 flavours (Chinese Manchurian, Hot-n-Sweet Tomato, Thai Chilli, Yoghurt Mint Chutney, Italian Pizza, Indian Chatpata and Arabian Salted) and Hippo Round-Round comes in 5 flavours (Punjab Da Pickle, Gujrati Mango Chatni, Shillong Noodle Masala, Goan Butter and Garlic, Firangi Cheese n Spice). It is available in three sizes which are priced at Rs 5, Rs 10 and Rs 20. Snack Industry: Industry to which Hippo belongs Hi ppo is a player of the snack food industry of India. The Indian snack industry is one of the largest when considered in the global level. With rising standard of living, people are more resorting to snacks items during breakfast, supper or any time; snacks most often take the place of meals. Right from production, using up, export and growth prospects owing to emerging markets, increasing demand, and incorporation of latest technologies, the snack industry in India has witnessed a dramatic change. Ready-to-eat foods, samosas, kachoris, namkeen, chips, are few of the snacks that are most preferred by Indians. Given the rising demand, the snack industry is going to witness further growth in the future. The snacks food industry in India can broadly be categorised into three segments staple (biscuits category), traditional (namkeens) and ready-to-eat packaged snacks (chips / crisps). The snack food market in India is $3 billion; with the organized segment accounting for almost half of the market share and growing at rate of 15 to 20 percent per year. A growing economy, changing lifestyles, rise in disposable incomes and preference for quality products of U.S. origin will continue to fuel growth of imported U.S. snack food items in India. As per an industry estimate, the branded and organized snack food segment dominated by major players such as Frito Lay, Con Agra, Kelloggs, Marico, Dabur, HLL, ITC, Parle, Haldirams, Nestle, Britannia, Cadbury, Bikano and Balaji is estimated to grow by 15 to 20 percent per year; whereas the growth of un-branded snack food is likely to grow modestly at 8 percent per year in the near future. Frito-Lay India led sweet and savory snacks with a retail val ue share of 46% in 2009. The companys Kurkure, Lehar and Lays Stax offerings have helped it to consolidate its leadership during the year. Haldiram Foods International Ltd and ITC Ltd remained the second and third ranked players respectively. Products like Hippo claim to be made from healthier ingredients than chips/crisps. With Indian consumers becoming more health conscious and more inquisitive about the ingredients in their food, sweet and savory snacks will witness an increase in products which are positioned as better for you and healthier snacks. Objectives of the Project To execute a qualitative study on the trend of packaged snack industry To gauge the acceptance of baked and healthy-snacks To understand competitors strategy in the market To study the sales and distribution structure, pricing (both to the retailer and to the consumer) of Hippo and problems in those respected area. To develop marketing strategies for Hippo To analyze the markets and determine the factors responsible for sale of products and provide recommendations about the scope for improvement. To provide a statement of collective responses of the retailersand determine the scope for improvement in the distribution channel for the products and the problems faced by the retailers. To study the pattern of consumer behavior and their awareness towards HIPPO To find out the problems faced by HIPPO if any and suggest solution to address those problems Project Methodology Primary Research is done through market survey. The research is mainly based on: Questionnaire Method Interview Method Observation Method Secondary Research has also been used as a supporting tool like: Some of the data related to holistic picture of the industry has been gathered from the data available on the internet PROJECT PROFILE The project revolves around Parle Hippo distributed and marketed by Keventer Agro under the license of Parle Agro. The first stage constituted of mainly studying and analyzing the distribution channel of Hippo and doing a market analysis of the product with respect to pricing, competition, brand awareness and consumer behavior of Hippo through retailer and consumer survey As per the objective of the project, two sets of questionnaire were prepared; For the retailer which aimed to assess the availability of Hippo, pricing of Hippo, sales, defect handling and some financial aspect of Hippo viz. Its competitors and the other for the consumers. For the consumer which aimed to gauge awareness of the product and the brand, product acceptance, their choice of product and buying pattern. The second stage constituted of observing the total sales procedure which consists of division of product, division of area, selective loading, selling, collection and submission STAGE ONE: RETAILER SURVEY FOR HIPPO This stage involved daily visits from the stock points to the designated markets. The markets covered includes: Salt Lake, Lake Town, S.K. Deb Road Market, Nagerbazar, Mrinalini Cinema Hall Market, New Market, Ultadanga, Kankurgachi, Bagmari, Beadon Street , Aurobindo Road and Vivekananda Road area, Shyambazar, Rajballavpara Baghbazar. Every shop that kept branded snacks in the respective areas was approached. The initial plan was to conduct the survey through questionnaire method but while performing the survey the method had to be changed to schedule, observation and interview method as it was not convenient for the retailers to fill up the questionnaire Objectives of Survey by observation method Findings to be recorded through observation method included: The visibility of Hippo and of competitors product Mode of stocking/displaying Hippo and competitors products i.e. whether it is on shelve or in the basket or inside almirah The location of the store i.e. whether it is beside main road or inside a lane or on a square Type of store Approximate demography Objectives of Survey by schedule method Findings to be recorded through schedule method included: About Hippo: Whether he keeps Hippo or not, if not the reason, its availability, reorder period, quality of defective product handling, margin offered, supply of banners and danglers. About Competitor: The competition brand kept, approximate margin they offer. About the market as a whole: The most selling brand. Objectives of Survey by interview method The interview methodology aimed to gain the intrinsic details of the market functions such as; if the retailer does not keep Hippo would he like to keep it future, the credit policy, frequency of visit of sales representative, retailers view on Hippos marketing strategy and scope of improvement. STAGE TWO: TOTAL SALES PROCEDURE OBSERVATION Distribution structure of Keventer Agro for Hippo Keventer Agro has 2-level consumer marketing channel. i.e. Manufacturing Unit>Distributor>retailer>Consumer. The product is manufactured in their plant located in Barasat. The products are sold directly to distributors on cash. A sales representative is appointed to the distributor by Keventer, who represents Keventer Agro and works shoulder to shoulder with the distributor. Level 1 Manufacturing unit to distributor The distributor buys the product in cash and the price of the free products which are part of below the line promotional activity are reimbursed on the claim made by the distributor. The transportation charge is borne by the distributor. Division of product and appointment of distributors: The aim of the company is: To ensure not only the highly profitable established products, but also new products with low initial sales reaches the end of supply chain. To ensures that all the SKUs of different products end up in the racks of retailers. Parle Agro has wide and deep product line; it is difficult for a single distributor to manage all the products. Earlier, Hippo was supplied to all the distributors of a specific area but as coordination became difficult, they have changed their policy and now supplies only to one distributor of the specific area. In some distribution area Keventer appoints more than one distributor each having different divisions of product. The division of products includes: Division A Division B Division C (Full information about this division is not known since I never had the chance to work in this divison) 200 ml, 400 ml, 1.2 litre of Frooti 160 ml 500 ml 1.5 litre and 2 litre of Frooti 200 ml of Appy 500 ml, 1 litre, 2 litre of Bailley Packaged Drinking Water 100 ml, 250 ml of Frooti 200 ml of LMN 600 ml of Bailley Soda. 300 ml, 500 ml and 1 litre of Appy Fizz The strategy of division of product along with division of distributor is adopted due to the reason discussed above. Level 2 Distributor to retailer Each distribution area is divided into five different distribution zones. They sell their products to those five zones in five days i.e. Monday to Friday. The sixth day which is Saturday is an extra day in which the sales representative does the miscellaneous work such as: If an order was not delivered on the due date then that product is delivered on Saturday. They conduct an approximate survey to estimate or forecast the forthcoming weekly demand. If a replacement of defective product was not done on the due date then it is also done in Saturday Hippo along with other product that are in the same division are be loaded in the LCV everyday. The flavours and quantities are not fixed. They load it according to the demand estimation of the zone. For example, on a particular day, more SKUs of Goan Butter and Garlic flavour is loaded more than the average quantity; the reason being from the experience, the sales representative found that when certain flavour/flavours are supplied to some particular area/areas, the retailer has lower re-order period i.e. the flavour/flavours sales more in that area depending on the demography of the area and buying pattern of the consumers. Sometimes the sales representatives are given target. For example: If they can sell 100 cases of Division A products on a particular day which includes Hippo, then they would get some incentive (Rs 250 extra). In that case, Division A products are loaded more, proportionally quantity of Hippo rises. However the elasticity of quantity of loading is low for Hippo compared to Frooti and Appy which are of high selling category. The sales representative finds it easy and handy to sell Frooti and Appy than applying push strategy for Hippo. Sometimes Hippo is not at all loaded in the LCV because the particular market demography could not accept Hippo and is not popular. Selling Each sales representative has different style of selling. Some capitalize on relationship between him and retailer and some on communication skill. Relationship marketing: In this type of marketing procedure, the SR does not start talking business in the first instance; rather he greets the retailer, talk about general things like current affairs or about family which helps him to build a rapport and trust. The trust and rapport becomes the psychological tool to win over the psychology of the retailer making it difficult for the retailer to reject the sales representatives selling proposal. Sometimes the sales representatives shares such good relationship with the retailer s that they dont even ask whether he needs anything or not but directly dump the products and produces the bill. Credit sales are more by this procedure since the SR does not want to freeze the warmth of the relationship. Communication Marketing In this procedure the SR starts talking about the business from the first go. The deliberation of the schemes or price seeks the attention of the retailers. Sales representative convinces the retailers by giving a clear picture of the business model. For example: Suppose the shop is near a school, he would right away say with much conviction that Hippo is bound to sell and with Rs 1.23 margin per piece, it would be a great business for him. He further elaborates on the schemes and produces a very rosy picture. The chances of credit sales are low. The sales representative of Keventer Agro is responsible to write the bill of receipt where he mentions name of the shop, the date, quantity of total product sold and its price. An account of free products is also scribed in the bill. The cash is handled by the distributors representative. Collection It is a process of collecting money for the credit sales made. Usually Keventer does not encourage credit sales. However if any credit sales are made, the credit period is generally 2-3 days or the period till the next order, whichever is earlier. Collection is not so difficult as Hippo is backed by Frooti which has high bargaining power. Submission Both the representatives are required to submit every bills and cash respectively to the stock point/distributor. The cash collected and the sum total of the bill has to tally. Problem identification and its solution: Problem 1: The targets that are set by Keventer for the sales representatives are not dis tinct enough. The target constitutes of only two conditions i.e. name of Division and amount of cases. For example, on a particular day while we were working in certain area with the sales representative, he was given a target to sell 100 cases of Division A product for an incentive of Rs 250. He worked till 8 pm and ultimately reached to the target. However most of the sales were of Frooti and Appy with very little proportion of Hippo. Solution to the problem: Providing target worked well but had skewed portfolio. The target scheme for the sales representatives should be more distinct for example, if the target would have been X cases Frooti, Y cases of LMN, Z cases of Appy and U cases of Hippo of Division A for Rs V then the sales representative would not have capitalized on Frooti and Appy but would have tried to push low moving new brands such as Hippo, Bailley Soda etc. The portfolio of sales would have been varied and would have provided an impetus to the sales of new brands s uch as Bailley Soda and Hippo. Problem 2: Most of the sales activities are done by the company representatives such: Converting potential customer into actual customer in level 1 of distribution structure Bagging re-order from the existing customer Handling defective product Negotiation and persuasion Accounting( bill of receipt) The distributor only provides with infrastructure such as godown, light commercial vehicle(LCV) and a representative. The field work is mostly done by the company representative. Solution to the problem: Initially in a new market, it is quite rationale to capitalize on the market knowledge and relationships of the distributor but while working with sales representatives we found in some areas that the retailers already trust the company representative while the company representative has commanded the knowledge on the respective market. In that scenario Keventer Agro can go for forward integration and move on to 1-level distribution structure which consists of only manufacturer> retail> consumer eliminating the distributor. This would further optimize the profit earned by the company Evaluation of the distribution system of Parle Hippo through statistics This part of data analysis is segmented in to two parts. The first part deals with retailers and the second part deals with the consumer. The first part is further broken up in to two scenarios. The first scenario provides a holistic view of the markets surveyed and the second scenario deals with analysis of the attribute according to the area in which the survey is conducted. Part I (A) -Holistic View of the Markets Surveyed 1. Hippo Stocked The graph below showcases the frequency of the shops who stocks Hippo in their shops. 36.2% of the samples do not keep Hippo, where as 24.6% of the sample use to keep Hippo and the rest however keeps Hippo. So it can be said that there are presently more shops where Hippo cannot be found. Since the percentage of shops that use to keep Hippo is considerably high, we get a negative sales trend here. 9 definite reasons for the low sales turnover have been identified. They are: Some of the shops were never approached by the distributor Some shops are already flooded with competitors product so there are no space to stock Hippo In Some areas, the supply was halted due distributor reappointment and other issues Some shops use to keep Hippo but due to low sales they dont keep it anymore Hippo has a limited credit option, so many retailer finds it difficult to block their money for a new product Some retailer does not keep Hippo due to lack of merchandize provided. Retailers demand shelve and almirah so that they can store and display and also protect from mice but very limited or no merchandize is provided to most of the retailers Some retailers do not keep Hippo because they perceive that it is a new product with low awareness, the market is still not ready to accept the product. Had it been ready, the consumer would themselves ask for it Some retailers complained about poor follow up from the sales team and is the reason for not keeping Hippo Some retailers, who use to keep Hippo complained that the expired stock were not replaced and they have lost faith in Parle Agro The chart provided below showcases the frequency of the reasons discussed above. Interpretations: 32.5% of the shops were never approached by the company. From the qualitative data it has been found that many retailers were positive about keeping Hippo if they were being approached by the company. 12.5% of the shops have no space to keep Hippo. While conducting survey it is found that many shops were flooded with competitor brand leaving no space for Hippo. Out of 24.6% of sample who use to keep Hippo, 11.2% stopped keeping Hippo due sudden halt in supply due to distributor reappointment problem and other associated problems. 8.8% of the samples do not keep Hippo anymore due to its low sales while 2.5% of the samples do not keep Hippo because of the credit policy. The low sales associated with limited credit policy makes it difficult for the retailer to invest in the slow moving stock. 1.2% of sample reported that they do not keep Hippo because Parle Agro do not provide them with almirah or rack as result the products get damaged because of mice. Among the samples who never kept Hippo, 10% of the sample never kept Hippo because no customer demanded for it. They said, they will only keep Hippo when customer starts asking for it. The demand graph is provided below. Among those who use to keep Hippo, 8.8% of sample do not keep it anymore due to bad follow up from the distributor. One of the samples was approached by the distributor ho took order but never delivered the products. The expired date products were never replaced for which 2.5% of the sample does not keep Hippo. The reason for the 8.8% of the shops could not be gauged due to any response from the retailers. 2. Demand of Hippo: The graph below provides a holistic view about the demand of Hippo. 42.7% of the sample said that the demand of Hippo is low while 33.7% of the sample said that the demand is average followed by 23.6% of the sample who said that the demand is high. 3. Reorder period: Among the samples who keep Hippo, 57.6% of the sample orders on a weekly basis, 24.7% orders on a monthly basis, 10.6% on a fortnightly basis and 7.1% of the sample orders twice a week. 4. Most selling Stock Keeping Unit (SKU): 74.1% of the sample reported that the small packs are most selling stock keeping unit (SKU) while 25.9% of the sample reported about the medium pack. 5. Most selling flavour: On an overall analysis, we found that there is very low consistent pattern of choice of flavour. However 21.2% of the sample said that the bluish green pack (Goan Butter and Garlic) sells the most followed by Punjab Da Pickle. 6. Awareness of nutrition facts among retailers: 70.5% of the sample had no idea about Hippo being baked but not fried while that 29.5% of the sample had idea about the health positivity of the product. Among 29.5 % of the samples who are aware of the fact only 2.4% of the samples pitch about it while selling it. 7. Analysis of the margin/profit offered by Hippo and its competitors: The objective is to find whether there is significant difference among the margin offered by three brands i.e. Lays, Bingo and Hippo. In other words, it is a test for difference in distributions (medians) of the margin/profit for the different brands of snacks. Methodology applied is Kruskal-Wallis Test. The null hypothesis H0 = PL = PB = PH and the alternate hypothesis H1 is PL, PB and PH are significantly different. PL = Proportion of retailer to whom Lays provide them with highest margin PB = Proportion of retailer to whom Bingo provide them with highest margin PH = Proportion of retailer to whom Hippo provide them with highest margin The significance level (a) is 0.05. According to the Kruskal-Wallis test, the p-value is as low as zero, so we reject the null hypothesis. So we see that at the a = 0.05 level of significance, there exists enough evidence to conclude that there is significant difference among the three snack brand in terms of the margin/profit provided to the retailer. 8. Factor Analysis: The main applications of factor analytic te (1) To reduce the number of variables and (2) To detect structure in the relationships bet Therefore, factor analysis is applied as a dat The variables taken are: .Supply Quality of Hippo as r .Quality of Product delivered as r .Quality of service(Replacement .Merchandize offered and its a .Margin perceived by the samples .Quality of Hippo as responded by Samples or analytic techniques are: the number of variables and tionships between variables, that is to classify sis is applied as a data reduction or structure detection method. Supply Quality of Hippo as responded by Samples ed as responded by Samples placement and Adjustment) as responded by Samples and its availability as responded by Samples ed by the samples sponded by Samples classify variables. tion method. y Samples The main applications of factor analytic te (1) To reduce the number of variables and (2) To detect structure in the relationships bet Therefore, f actor analysis is applied as a dat The variables taken are: .Supply Quality of Hippo as r .Quality of Product delivered as r .Quality of service(Replacement .Merchandize offered and its a .Margin perceived by the samples .Quality of Hippo as responded by Samples or analytic techniques are: the number of variables and tionships between variables, that is to classify sis is applied as a data reduction or structure detection method. Supply Quality of Hippo as responded by Samples ed as responded by Samples placement and Adjustment) as responded by Samples and its availability as responded by Samples ed by the samples sponded by Samples classify variables. tion method. y Samples From the component plot above it is quite clear that plot above it is quite clear that quality of product, quality of supply and replacement and adjustment constitute one factor while margin of hippo and merchandizing provided constitute the other factor. From the Scree Plot it can be seen that 2 components have Eigen Value more than 1 and they can explain 74.09% of the variation. Part 1 (b) Area wise analysis of the attributes 1. Demand hippo vs Area 70%, 55%, 50% in Lake Town, Shyambazar, Ultadanga respectively consider the demand of Hippo to be low. 72.7% of sample in Salt Lake and 50% of sample in New Market feels the demand for Hippo is average. However 44.4%, 50%, 41.7% of the sample in Nagerbazar, Baisakhi and Ultadanga respectively fell the demand is high over there. 2. Flavour vs area Goan Butter and Garlic flavour is the most liked flavour in Salt Lake. While Punjab Da Pickle is the favourite in Nagerbazar. All the other area has no definite favourite. 3. Area vs Hippo Stocked Cross tabulation Area * Hippo Stocked Cross tabulation Hippo Stocked No Yes Previously Kept Area Salt Lake Count 0 12 0 % within Area .0% 100.0% .0% Lake Town Count 4 3 4 % within Area 36.4% 27.3% 36.4% Nagerbazar Count 2 10 0 % within Area 16.7% 83.3% .0% Baisakhi CK Market Count 3 1 5 % within Area 33.3% 11.1% 55.6% New Market Hogg Market Count 11 0 6 % within Area 64.7% .0% 35.3% Ultadanga, Murari Pukur, Kankurgachi Bagmari Count 13 5 7 % within Area 52.0% 20.0% 28.0% Beadon Road, Aurobindo Road Vivekananda Road Count 13 10 5 % within Area 46.4% 35.7% 17.9% Shyambazar, Baghbazar Rajballav Para Count 4 13 7 % within Area 16.7% 54.2% 29.2% Total Count 50 54 34 % within Area 36.2% 39.1% 24.6% From the cross tabulation above, we see that the penetration of Hippo is excellent in Salt Lake and Nagerbaz