How to Create Brand Awareness

And Identifying New Marketing Strategies

Of

Presented to

Dalda Foods Limited

F-33, Hub River Road, SITE – Karachi

Presented By:
Zeeshan Ali (37709)
Neha Zaheer (37103)
Fareeha Naaz (37692)
Asad Allah Dad (36895)
Shaheryar Haider (37403)

A research Report
Submitted as mandatory requirement for the
Course “Research Project-1 & 2” in the Program,
Bachelor of Business Administration
At Iqra University
Karachi, Pakistan
 Acknowledgment

I would like to thank Allah Almighty, who has blessed me with knowledge, understanding and
ability to complete this report. In performing our project, we had to take the help and advice of
some appreciated persons, who deserve our greatest thankfulness. The achievement of this project
gives us much Pleasure. We would also like to acknowledge my really helpful and supportive
supervisor for his support and guidance throughout the course of “Research Project 1 & 2”. We
are also Thankful to Mr. Mehran Ali Shaikh Senior Assistant Manager and Mr. Zulfiqar Haider
Assistant Manager Sales and Admin; they have supported and helped us to conduct this research.
We would also like to Gratefulness to all those who have directly and indirectly guided us in the
completion of this Research
Dalda Foods Limited- Knockout Potato Chips

Executive Summary
Snacks Industry is one of the progressing industries in Pakistan. In our county people love to eat
snacks in their reunite life, The Pakistan savory snack market is forecasted to reach USD 956.2
million by 2024 growing at a CAGR of 9.34% during the forecast period (2019 - 2024).
Dalda Foods Limited have recently launched the brands knows as Knockout Potato chips, and
it have a mass market on Karachi with further expansions in other cities of Pakistan. Dalda Foods
mission is to make a positive difference in the lives of people with our products and services.
Dalda Foods Limited has planned to kit the right market within the coming years. The main
purpose of this research study is to analyzing the Knockout Potato chips awareness, its competitive
market. This information will be used by the company itself to understand of what their actual
target market is and to decipher the upcoming prospects on how they would require their future
research market studies.
Several key points were investigated when we were limiting the scope of this study. The following
were the main objectives of this research.
1- To find the ways how to create brand awareness of knockout.
2- Discovering the new marketing strategy to market a brand.
3- Which Marketing/advertising tools are required to market Knockout potato chips.
4- Identifying how to be a market leader in snacks industry.
The descriptive study was carried out in Karachi in which we have gathered the data through
questionnaire and mock interviews. These were online and manual questionnaire were filled to
conducted response. We have gathered 300 questionnaires from many people. And through SPSS
software we have analyzed and interpret the data to form results. Frequency distribution, cross
tabulation and graphical representation of the data were generated via SPSS, which revealed the
outcomes/results of this research.

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Dalda Foods Limited- Knockout Potato Chips

Table of Contents

S. No Contents Page No
1 Acknowledgment 2
2 Executive Summary 4
3 Introduction
Dalda’s History
Company Profile 6
Mission & Vision Statement
Organization Structure
4 Industry Introduction 8
Competitors
Definitions of key terms 9
5 Project Background 10
Objectives
6 Area of Investigation 11
7 Work Plan Methodology 12
Method of Data Collection
Sample Size 14
Instrument of Data Collection
8 Results 15
9 Conclusion 27
Recommendations 28
10 References 30
11 Questionnaire 31

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Dalda Foods Limited- Knockout Potato Chips

Introduction
Dalda’s History
In the world of consumer products Dalda has created an indelible name for itself with brands.
Dalda Foods Limited needs no introduction. By far the largest consumer Products Company in
Pakistan, DPL is a part of the consumer products.
In July 2004, Unilever Pakistan accepted the offer of Rs.1.33 Billion for the sale of its "Dalda"
brand to Dalda Foods (Pvt.) limited a newly formed separate company. In addition, Unilever sold
its oil business to Dalda Foods Limited for Rs.250 million in 2012.
Dalda Foods limited is one the oldest and most trusted food brands of Pakistan. It was incorporated
in July 2004 as a private limited company to acquire and manage the businesses related
to Dalda and other food brands which were spun off from Unilever Pakistan Limited.

Company Profile
Dalda has launched knockout Potato chips in 2017 with five excusive flavors and till they are
working on it they have a mass market in Karachi. Knockout has planned to hit the right market
within coming year. The company will mainly focus on different varieties of great tasting and
healthy chips that customers can choose from. Knockout potato chips is available in all price rang
it start from Rs: 10 to Rs: 50, to have this price range that they can gain the more customers. Snacks
market is estimated to be Rs 30 bn/year of which branded segment is Rs 20 bn/year. The snack
market has grown at 25% during the last five years. For the next five years it is conservatively
estimated to grow at 20%.
These Knockout snacks are sold nationally in Pakistan in every city and it has vast variety of
amazing flavor Snacks having six variants of potato which were successfully launched in 2017.
The flavors that Knockout has launched are of International level and a part from that Knockout
is planning to lunch Corn based and Nimko variants to introduce in the latter part of 2017.
These all are the flavors of knockout potato chips: Knockout is currently working nationally.

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Dalda Foods Limited- Knockout Potato Chips

Masala Punch, Cheese Overload, Jalapeno Cheese, Sour Cream and Onion, Simply Slate &
Green chili.

Employees Size: There are approximately 400 to 500 Employees currently working at Dalda
Foods for their Knockout brand.

Vision Statement
“To deliver premium quality…………….”
“We utilize bleeding edge innovations, that are environment agreeable, and we generally strive to
accomplish zero imperfection items by gathering worldwide models.”

Mission Statement
“We make a positive difference in the lives of people with our products and services.”

Organizational Structure

Chief Executive

Sales and Marketing

Technical Director HR & Sourcing
Finance Director Distribution
Director Director
Director

Manufacturing HR & Admin Accounts Sales Marketing

Quality Buying and Sales

Assurance Planning Accounting Logistics Inst. Sales

IT
Engineering

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Dalda Foods Limited- Knockout Potato Chips

Industry Background
Snacks Industry is one of the progressing industries in Pakistan. In our county people love to eat
snacks in them reunite life, The Pakistan savory snack market is forecasted to reach USD 956.2
million by 2024 growing at a CAGR of 9.34% during the forecast period (2019 - 2024). This
industry rapidly growing in the Pakistan. People like test so that taking advantage of it can achieve
knowing the right target market.
Dalda Foods Limited have recently launched the brands knows as Knockout Potato chips, and it
have a mass market on Karachi with further expansions in other cities of Pakistan. Dalda Foods
mission is to make a positive difference in the lives of people with our products and services
In the snacks Industry Dalda Foods Limited Come up with knockout Potato chips in five exclusive
flavors. And they haven’t compromise in the knockout test all products have amazing test as like
the name, as compare the other companies’ knockout is much better in taste because Dalda always
deliver the premium quality in their products.

Knockout Major Competitors

 Lays: (Lays is owned by PepsiCo and it was introduced in 1932, Dalda has a direct
competition with this brand in terms of quality as well as flavors. Lays was the market
leader back in 2016 and now it has 81.3% share of Pakistan total snack market.
 Oye Hoye: Oye Hoye is the product of United Snacks and it has a variety of 9 flavors.
 Kurleez: (Kurleez is owned by SnackCity. Kurleez has grown to become market leader in
crinkle chips category).
 Super Crisp: (Super Crisp is owned by Tripple Em (Pvt) Ltd.

And another local brands

 Bakery Chips: Many type of bakery chips are available in the market.
 Local Manufactures: Unknown Name product are also available.

Definitions of key terms

 Brand awareness: “Brand awareness is given so customers can recall and recognize the
product or service. To make people aware about the product.”

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Dalda Foods Limited- Knockout Potato Chips

Knockout is available in the market and customers are not aware about the product one the
catch the product and they will be loyal customers of knockout.
 Taste: “People always expect something special when any new brand comes into the
market and especially in snacks market”
From the beginning Dalda is delivering premium quality in their products so also they have
not compromise knockout Potato chips range.
 Slogan: “Slogan is a memorable phrase used in advertising the product and it has some
direct attachment with the brand as well”
Knockout is using slogan “Be a Knockout” it should be change to gain the customers
attention towards the products.
 Marketing Strategy: “Marketing strategy is a survival for the brand in the market”
Creating new market strategies to have a more command on market and can develop the
Knockout brand image and can achieve sales target.
 Market Leader: “Market leader is the one who has the monopoly in the market”
Snacks industry will grow more in coming years and working hard on knockout and it has
a market gape in snacks industry so they can grow more in coming years by launching new
verities in it.
 Diversification: (Newly Companies Add more product chain in their business) Knockout
brand make more famous they have to come up with diversification in the same brand by
introducing a new product chain in the same brand.

Project Background
Snacks are consuming by young, children, teenagers and adults. The main purpose of this research
study is to analyzing the Knockout awareness, people do not have awareness about the knockout
and even they do not aware about that Dalda foods has launched the knockout potato chips. So
through our project we disclosed that how to create brand awareness in the mind of people for
knockout potato chips. This research will be used for the companies purpose to identify the actual
target market and also identify the upcoming aspects further more changers are required further
market study.

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Dalda Foods Limited- Knockout Potato Chips

One of our direct competitor Lay’s potato chips, with overall sales of over a billion dollars, fell to
33% in 2018-19 from 34% a year earlier, while value share declined to 36% from 38%, the data
showed.

Some main objectives of this research are mentioned below:

1- To find the ways how to create brand awareness of knockout.
2- Discovering the new marketing strategy to market a brand.
3- Which Marketing/advertising tools are required to market Knockout potato chips.
4- Identifying how to be a market leader in snacks industry.

Area of Investigation
In order to provide maximum amount of sales for knockout, to the concern regarding brand
awareness, marketing strategy, marketing tools and market leading. Knockout should be working
on these things because brand awareness will help them because Brand awareness is the scope
through which a brand is identified by likely customers and rightly related with a particular
product. They should also work on marketing strategy because by that they will Increase sales,
bring in new customers, get existing customers to buy more, introduce a new product, to
increase the market share, better establish your brand and improve customer loyalty. In addition
to that marketing tools should be used more effectively so the company will develop and produce
its product by more efficiently and equitably. To achieve the market leading point knockout should
be working on the above explained ideas to expand the total market size of its product.

Need of this study

The basic issue that Knockout is currently facing is lack of brand awareness, people are not much
aware about this product even they have done advertisements and promotions of Knockout. In
snacks industry people give more preference and importance to other brands especially to lay’s as
compared with Knockout. Lay’s has consistently done persuasive advertisements and keep on
giving the reminders to their customers that we still exist in the market even though have done
slight changes in their packaging and also in flavors. Another issue is unavailability of the product,
in some areas Knockout chips is found in shops and marts and in some areas it’s not available,
some retail shopkeepers don’t put Knockout brand in their snacks shelf’s because they say that

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Dalda Foods Limited- Knockout Potato Chips

there is no demand or sell of Knockout, so they can’t take it in if the previous stock of Knockout
is not sold.
Knockout needs to create more value for their customers by doing advertisements and positioning
their brand in customers’ minds by different marketing strategies like doing activities in schools,
super marts, social media platforms, etc. Even though Knockout has variety of amazing flavors.
Keeping a check in balance on the product’s availability and finding out that what’s the actual
reason that why some shopkeepers are not putting this brand in their shops anymore.

Work Plan Methodology

STEP 1
Option a:
Discussion will start about the knockout Brand Awareness Develop a questionnaire and
collect the data and analyze it get output of this discussion will Design Questionnaires
though the coloration of the discussion with my group members subsequent quantitative
research will be carried in Karachi.
Option b:
Developing the Questionnaire This process will involve to collect the data from the
customers, so we can get the information and the data show how much product is aware in
the market and customers are well known or not. Flows can be removed in the pilot phase
of this research. Major and general areas will be kept in mind for developing the Strategy
and attain the Research objectives will be mention above.
Option c:
To discuss with Marketing Department of knockout to get suggestion about the work plan
how should be created, discuss the questionnaire and provide them softcopy of
questionnaire to the Knockout Marketing Department so we will get idea according to their
perspective. How much people should be targeted to get the data accordingly and identify
how much awareness people have that will be kept in mind after that identify major flows
of brand awareness will the involvement of company the decisions will be created to make
effective research.
1st This process has all the advantage associated data collection but it’s not more effective.

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Dalda Foods Limited- Knockout Potato Chips

2nd While this option does not have the benefits of data collective its effective not creating a
beneficial for company. Questionnaire is fast way to collect information, results are satisfactory.
3rd This option is more time consuming but we have better understanding of work plan so we had
go through the Option 3 the whole work plan methodology is based on this option. Because we
discussed the whole work plan with company and got approval of questionnaire.

STEP 2
Developmented of Brand Awareness Survey Questionnaire to attained the main
objective of the Research.

STEP 3

Printed Questionnaire and discussed with the company and Started getting responds.

STEP 4

Field Work (Did mock interviews and questionnire were filled.)

STEP 5

Compensated Results.

STEP 6

Data Entry .

STEP 7

Statistical Process of Qualitative Data Tested the data using SPSS.

STEP 8

Report Generated.

STEP 9

Delivery of Report.
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Dalda Foods Limited- Knockout Potato Chips

Sample Size

CATEGORIES Total
University Students 30
Mock interview 20
Online Questionnaires 250
TOTAL 300

This research is based on our sample size of 300 People. Primary method of data collection is
used in the research. Various respondents from different social sector and institution will be
collected. The ages of the respondents are ranging from the early teen children to the mature
parents.

Sampling technique: Simple random sampling is the technique used for sampling.

Instrument of Data Collection: Unrestricted closed ended liquored based questionnaire will be
used with having 10+ statements to collect the respective data.

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Dalda Foods Limited- Knockout Potato Chips

Results and Interpretation

To study the Awareness of Knockout Potato chips, Total respondents were 300. We got the brand
awareness through Questionnaire. These were online and manual questionnaire were filled to
conducted response. The Customers responses are as follows:

1- Which snack brand comes to your mind first? (Single Response)

Responses Frequency Percent 3.7

Knockout 29 9.7% 1.3
9.3
Lays 207 69.0% 3.0
Kurkure 12 4.0% 4.0
69.0
Slanty 9 3.0% 9.7
Wavy 28 9.3%
Cheetos 4 1.3% .0 20.0 40.0 60.0 80.0
Pringles 11 3.7%
Pringles Cheetos Wavy Slanty
Total 300 100.0%
Kurkure Lays Knockout

Out of 300 respondents 207 people wrote Lays, as it is the only brand which comes to the mind
of people when we talk about snacks chips. After that Knockout and Wavy got a bit more
responses than others.
2- What brands of chips are you aware of? (Multiple Response)
Responses Percent
42.4%
Lays 32.5%
Kurleez 35.0% 35.0%
32.5%
30.4%
Wavy 42.4%
23.7% 24.7%
23.7%
Slanty 30.4% 21.2%
Knockout 21.2%
11.7%
Kurkure 23.7%
6.0% 4.9%
Pringles 23.7% 2.1%
Cheetos 24.7%
Doritos 6.0%
Lays Kurleez Wavy Slanty
Supper Crisp 11.7%
Oye hoye 2.1% Knockout Kurkure Pringles Cheetos

Rufflies 4.9% Doritos Supper Crisp Oye hoye Rufflies

As it was the multiple response question in questionnaire in which we asked that what other brands
comes to your mind or what other brands you have heard about, in which Wavy got highest
response with 42.4% and after that Kurleez, Lays and Slanty has more than the remaining brands.

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Dalda Foods Limited- Knockout Potato Chips

But if we talk about OyeHoye snacks they have a bit low brand awareness, majority of people
were not aware about it that’s why there response is at 2.1%.
3- Which snacks from the following you aware of? (Multiple Response)

Responses Percent
81.0% 77.2%
Knockout 37.0%
Lays 8.3% 57.4%
51.9%56.4%
Kurleez 81.0% 45.7% 45.7%
37.0% 32.9%
Supper Crisp 45.7%
Bakery Chips 32.9%
8.3%
Cheetos 57.4% .0%
Wavy 77.2%
Patato Sticks 51.9% Knockout Lays Kurleez
Slanty 56.4% Supper Crisp Bakery Chips Cheetos
Pringles 45.7% Wavy Patato Sticks Slanty
Rufflies .0%
Pringles Rufflies

In this question we listed the names of snacks chips to ask the respondents that now which brands
you are aware of, as it was multiple response question so Kurleez got highest rank having 81%,
after that Wavy, Cheetos, Slanty takes place and then the remaining ones. Lays has got 8.3% as it
was already listed by the respondents in previous questions.

4- How do you rate a certain snacks brand according to its attributes? (1 Highly
unimportant and 5 Highly Important) [Price]
30.0 26.0
23.3
Responses 21.0
Frequency Percent 16.7
20.0
Highly Unimportant 70 23.3% 13.0
Unimportant 63 21.% 10.0
Neutral 78 26.%
Important 50 16.7% .0
Highly Important 39 13.0% Highly Unimportant Unimportant
Total 300 100%
Neutral Important
Highly Important

In this question we asked respondents that how they gonna rate a certain brand according to its
attribute “Price”: In which majority of respondents marked Neutral option, because whenever we
talk about snacks prices they have almost similar prices, that’s why on 2nd some respondents
decided that its highly unimportant attribute.

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Dalda Foods Limited- Knockout Potato Chips

4.1- How do you rate a certain snacks brand according to its attributes? (1Highly
unimportant and 5 Highly Important) [Taste] 60.0
44.0
Responses Frequency Percent 40.0
Highly Unimportant 49 16.3% 22.7
16.3
Unimportant 22 7.3% 20.0 9.7
7.3
Neutral 29 9.7%
Important 68 22.7% .0

Highly Important 132 44.0% Highly Unimportant Unimportant

Total 300 100.0% Neutral Important
Highly Important

Now here we asked about the “Taste” Attribute: In which majority respondents said that it’s a
highly important attribute having 44% because taste is the only thing which people are more
concerned about.

4.2- How do you rate a certain snacks brand according to its attributes? (1Highly
unimportant and 5 Highly Important) [Quality] 50.0
41.7
Responses Frequency Percent 40.0
Highly Unimportant 32 10.7%
Unimportant 41 13.7% 30.0
21.7
Neutral 37 12.3% 20.0
13.7 12.3
Important 65 21.7% 10.7
Highly Important 125 41.7% 10.0
Total 300 100.0% .0

Highly Unimportant Unimportant

Neutral Important
Highly Important

In this we asked about “Quality” attribute: As quality is also the most important attribute so
majority of respondents marked that its highly important attribute having 41.7%.

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Dalda Foods Limited- Knockout Potato Chips

4.3- How do you rate a certain snacks brand according to its attributes? (1Highly
unimportant and 5 Highly Important) [Packaging] 30.0 28.0 27.3

Responses Frequency Percent 19.0 18.7

20.0
Highly Unimportant 21 7.0%
Unimportant 57 19.0% 10.0 7.0
Neutral 84 28.0%
Important 82 27.3% .0
Highly Important 56 18.7%
Highly Unimportant Unimportant
Total 300 100.0%
Neutral Important
Highly Important

About “Packaging” attribute: people chose Neutral response having 28% because as compared
with attributes like price or quality, people are not much concerned about the packaging or they
don’t think that it plays a vital role.

4.4- How do you rate a certain snacks brand according to its attributes? (1Highly
unimportant and 5 Highly Important) [Availability]
50.0 42.3
Responses Frequency Percent 40.0
Highly Unimportant 16 5.3% 30.0
21.7
19.3
Unimportant 34 11.3% 20.0
11.3
Neutral 58 19.3% 10.0 5.3
Important 65 21.7%
.0
Highly Important 127 42.3%
Total 300 100.0 Highly Unimportant Unimportant
Neutral Important
Highly Important

It’s so much important for the companies to look after the availability of their products, a lot of
companies do excessive advertising but when we talk about availability in all areas they fail in that
factor. As in this questionnaire most of the respondents around 42.3% have marked that it’s highly
important attribute.

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Dalda Foods Limited- Knockout Potato Chips

5-Usage of Flavors in snacks that usually people like or buy? (Multiple Response)
80.0% 71.3%
Responses Percent
57.7%
Masala Flavor 71.3% 60.0%
Cheese Flavor 57.7%
40.0% 30.3%
Garlic Flavor 25.0% 25.0%
16.7%
Sour and Onion Flavor 16.7% 20.0%
Salt Flavor 30.3%
.0%

Masala Flavor Cheese Flavor

Garlic Flavor Sour and Onion Flavor
Salt Flavor

As we Pakistani people are more likely to have flavors like masala in all type of dishes we have,
just like that most of the respondents around 71.3% like to have usage of Masala flavor snacks and
after that Cheese flavor which is on 57.7%.

6-What price packs would you prefer to buy Potato chips? (Please tick on as many as
applicable)
50.0
Responses Frequency Percent 40.0
38.3
Rs. 10/- 33 11.0%
30.0 23.7
Rs. 20/- 115 38.3% 18.7
Rs. 30/- 71 23.7% 20.0
11.0
Rs. 40/- 13 4.3% 10.0 4.3 4.0
Rs. 50/- 56 18.7
.0
Rs. 120/- (Family pack) 12 4.0%
Total 300 100.0% Rs. 10/- Rs. 20/-
Rs. 30/- Rs. 40/-
Rs. 50/- Rs. 120/- (Family pack)

When we asked about the price packs of chips that usually people buy, we found that most of the
people likely to have pack of Rs.20.

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Dalda Foods Limited- Knockout Potato Chips

7-Have you ever heard about Knockout Potato Chips?

No Reasons Frequency Percent

45%
Not Availability 107 35.7
55% Yes Haven't seen any adds 87 29.0
No Not Interested 45 15.0
Total 239 79.7
System 61 20.3
Total 300 100.0

Yes

Reasons
Shop/Mart 11.7

Friend/Family 13.3

Internet/Social Media Ads 43.0

Newspaper/Magazine 3.7

TV Ads 13.3

.0 10.0 20.0 30.0 40.0 50.0

Here we asked the respondents that have you ever heard about the Knockout chips. 55% said
haven’t heard because of unavailability it shows less brand awareness. And 45% said yes so where?
Majority of the respondents that is 43% said that they have seen it on Social Media Ads and after
that from Family/Friends and TV ads etc. And the respondents who haven’t heard gave the reason
of no availability or not seen any advertisements.

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Dalda Foods Limited- Knockout Potato Chips

8- Have You Tried Knockout Potato chips?

Reasons Frequency Percent

No I Don't Know about it. 85 28.3%
I Don't want to try. 33 11.0%
26%
I Don't find It 25 8.3%
Yes appealing
74%
No Not availability 77 25.7%
Not a good value of 3 1.0%
money
Not a good Taste 14 4.7%
Total 237 79.0%
System 63 21.0%
Yes
Total 300 100.0%

Reasons
Store Near your residence 17.3

School/University Canteen 13.0

Super Market 15.0

Genral Store 23.0

.0 5.0 10.0 15.0 20.0 25.0

Here we asked respondents that have you ever tried Knockout chips. Out of 300 respondents 85
responded that they don’t know about this product and 77 responded that they haven’t tried because
of unavailability, and most of respondents who have tried it, have tried from general stores where
the product is actually available.

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Dalda Foods Limited- Knockout Potato Chips

9- Rate the following how much you are Satisfied about Knockout according to its
attributes? [Price]
Responses Frequency Percent 31.0
Highly Unsatisfied 29 9.7% 16.7
Unsatisfied 37 12.3% 10.3
12.3
Neutral 32 10.3% 9.7
Satisfied 52 16.7%
Highly Satisfied 90 31.0% .0 10.0 20.0 30.0 40.0
Total 240 80.0%
Highly Satisfied Satisfied Neutral
Systems 60 20.0%
Total 300 100.0%
Unsatisfied Highly Unsatisfied

Here we asked from those who have tried Knockout to rate that how much they are satisfied with
the product rate according to its attribute “Price”: where we found that majority 31% are highly
satisfied with the price factor.

9.1-Rate the following how much you are Satisfied about Knockout according to its
attributes? [Taste]

Responses Frequency Percent 21.7

Highly Unsatisfied 31 10.3% 18.7
Unsatisfied 33 10.7% 18.3
10.7
Neutral 55 18.3% 10.3
Satisfied 57 18.7%
Highly Satisfied 64 21.7% .0 5.0 10.0 15.0 20.0 25.0
Total 239 79.7%
Highly Satisfied Satisfied
System 61 20.3%
Total 300 100.0 Neutral Unsatisfied
Highly Unsatisfied

When we asked about the Taste attribute of Knockout: Here also we got majority of the
respondents who were highly satisfied with the taste of knockout chips that is 21%.

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Dalda Foods Limited- Knockout Potato Chips

9.2-Rate the following how much you are Satisfied about Knockout according to its
attributes? [Quality]
Responses Frequency Percent 24.0
Highly Unsatisfied 34 9.0% 18.0
Unsatisfied 38 12.0% 15.7
Neutral 47 15.7% 12.0
Satisfied 51 18.0% 9.0
Highly Satisfied 68 24.0%
Total 238 79.3% .0 5.0 10.0 15.0 20.0 25.0 30.0
System 62 20.7%
Highly Satisfied Satisfied
Total 300 100.0%
Neutral Unsatisfied
Highly Unsatisfied

About Quality of Knockout chips again majority of respondents are highly satisfied with the
quality that knockout is offering in chips.

9.3-Rate the following how much you are Satisfied about Knockout according to its
attributes? [Packaging]

Responses Frequency Percent 12.3

Highly Unsatisfied 36 12.0% 19.3
Unsatisfied 40 13.3% 22.7
Neutral 68 22.7% 13.3
Satisfied 58 19.3% 12.0
Highly Satisfied 37 12.3%
Total 239 79.7% .0 5.0 10.0 15.0 20.0 25.0
System 61 20.3% Highly Satisfied Satisfied
Total 300 100.0%
Neutral Unsatisfied
Highly Unsatisfied

About packaging majority of the people marked the neutral option which means the packaging is
average or people are most not much interested in packaging attribute.

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Dalda Foods Limited- Knockout Potato Chips

9.4-Rate the following how much you are Satisfied about Knockout according to its
attributes? [Availability]
Responses Frequency Percent 11.3
Highly Unsatisfied 70 23.3% 16.0
Unsatisfied 50 16.7% 12.7
16.7
Neutral 38 12.7% 23.3
Satisfied 48 16.0%
Highly Satisfied 34 11.3% .0 5.0 10.0 15.0 20.0 25.0
Total 240 80.0%
Highly Satisfied Satisfied
System 60 20.0%
Total 300 100.0% Neutral Unsatisfied
Highly Unsatisfied

Now here when we asked about the availability attribute of knockout, majority people are
unsatisfied with it, which shows that there is unavailability of this product in most of the areas
where people are living.

10-Do you know Knockout potato chips is product of Dalda?

Responses Frequency Percent 25%

Yes 74 24.7
Yes
No 226 75.3
75% No
Total 300 100.0

As Knockout is the snacks brand of Dalda Foods, but when we asked it from our respondents so
majority of the respondents around 226 out of 300 didn’t know that knockout is a brand of Dalda
Foods Ltd. It shows that company haven’t create its identity with its Knockout potato chips.

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11-Do you think Knockout is famous in the market?

Responses Frequency Percent

Yes 63 21.0 21%
No 234 78.0
Total 297 99.0 Yes
System 3 1.0 No
Total 300 100.0 79%

Here majority of the respondents said that Knockout is not famous in market, as in previous
questions they have already said that there is unavailability of the product and people are not much
aware about this product that is the only reason that majority of people think that it’s not that
famous as others are.

12-Usually brands give awareness to its customers through? (Multiple Response)

Responses Percent 80.0%
Television Ads 61.3%
60.0%
Social Media 75.3%
Brand Sampling in 32.3% 40.0%
Malls/Marts 20.0%
Email/SMS Marketing 8.0%
.0%
Radio 5.0%
Magazines 11.3% Television Ads Social Media
Billboards 43.7% Brand Sampling in Malls/Marts Email/SMS Marketing
Radio Magazines
Billboards

Here we have asked from the respondents that how usually the brands give awareness to the people:
according to majority of respondents around 75.3% they think that Social Media is a better
platform to target people to make them aware about the product, after that from television ads.

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Demographics

Gender 3.3 Age Group

10.7 21.3

41%
Male
59%
Female 64.7

15-20 Years 21-25 Years 26-30 Years 31-35 Years

Out of 100% responses 59% out of 100% Majority of the respondents' age groups lies between 21-
respondents were Male and 41% were Female. 25 years old according to the stats and 21.3% were from
15-20 years old.

Occupation Income of Respondents

51000 and above 26.7

42.3

36.0
45000-50000 16.7

36000-45000 9.0

26000-35000 37.7
10.0
8.0 3.7

1 15000-25000 10.0

Student Empolyed Unemployed Housewife Other .0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0

Majority of the respondents were employed with The income of majority of the respondents lies between
42.3% and 36% were students and then comes 26,000-35,000 and second highest income was 51000 and
unemployed and other. above.

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Conclusion
As this was our Research Project I & II, we had to do quantitative analysis in this report. For that
we made a Google doc questionnaire to ask questions related to our project from 300 respondents.
To identify the purchase behavior of respondents we included questions related to the attributes
and about the interest of people. In terms of brand awareness Knockout chips has a bit low
awareness in this snacks industry as compared with some other brands. Some other brands which
have captured the attention of market are Lays, Kurleez, Wavy and Slanty which have got
somewhat good numbers and percentages when we asked about respondent’s preferences. The
attributes which we have included and asked about are Taste, Price, quality, packaging and
availability of the brands. People are more likely to be concerned more about the quality of the
chips and its availability in the market. In flavors people like Masala flavor more as compared with
other flavors in snacks and majority of the respondents buy Rs. 20/- bag of chips which is one of
the eminent factors of purchasing snacks chips.
We proposed to present descriptive manifestations and evidence to come up to a conclusion for
them to delineate, which course of action will be more preferable for Knockout brand to further
enhance their market share and to increase brand awareness. According to responses half of the
total respondents haven’t heard or tried Knockout chips because of some certain factors. Main
issue was highlighted by majority of them is unavailability of Knockout chips in the market
although they have heard and seen it on Television ads and social media sites but unavailability of
the brand in some areas makes people unaware as well as makes the credibility low of the brand.
But if we talk about the respondents who have tried it are very much satisfied with it in terms of
all attributes but except availability.
As this is the first market research study for knockout potato chips and we planned to present
descriptive materialization and evidences to come up to a conclusion for them to describe, which
course of achievement will be additional preferable for knockout brand to more enhance their
market share. It must be noted that more broad research will be necessary to provide in detail
results. This market research study has set knockout a direction to move further on in order to
incorporate and begin their marketing strategies and tools to support knockout.

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Dalda Foods Limited- Knockout Potato Chips

Recommendations
As mention in the report these are research objects we are going to provide you
recommendations to the Dalda Foods Limited.

1- To find the ways how to create brand awareness of knockout.

First of all Knockout needs to look at the reason of unavailability of Knockout and after that it
has to work on creating brand awareness by some sort of marketing activities and campaigns
to direct target customers by engaging them in those activities. Activities to be held in schools
for target the children as well as outside the super marts and general stores. As Knockout is
already advertising its ads on television and on social media but needs to work on to target kids
also. By including some attractive animation or cartoon ads on television as well as on social
media.
Offer A Free Sampling: Everyone loves free stuff. And people especially love to try out a
product before the fully commit. Letting people take a test run of your product or service can
build brand awareness as well as trust.
Use Retargeting Brand awareness is all about making sure your audience see your logo, ads,
company name, etc. Retargeting is the only way to win back those customers who may have
visited your site or even put something in their cart but didn’t convert

2- Discovering the new marketing strategy to market a brand.

The focus of your strategy should be making sure that your products meet customer needs and
developing long-term and profitable relationships with those customers. To achieve this, you
will need to create a flexible strategy that can respond to changes in customer perceptions and
demand. It may also help you identify whole new markets that you can successfully target. The
purpose of your marketing strategy should be to identify and then communicate the benefits of
your business offering to your target market. Once you have created and implemented your
strategy, monitor its effectiveness and make any adjustments required to maintain its success.

3-Which Marketing/advertising tools are required to market Knockout potato chips.

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 Invest in Advertising: You will no doubt want to invest in advertising. But make sure you
use the appropriate channels. Social media and Google advertising are two great ways to
build brand awareness for your business. By now you have probably seen ads.
 Social Media Presence in a digital world it’s important to have a presence on social media.
Sure you can run ads but you should also be posting regularly. Remember that consistency
thing we talked about? That applies here too. There are several things you can do alongside
posting to boost your brand visibility.
 Television advertising: targeting the children in TV ads because they will attract most by
adding cartoon characters in the ads one children got the product it will boost the product
sale after that youngster will try the product no doubt knockout has a quality once the tried
the product they will definitely buy product again.

4- Identifying how to be a market leader in snacks industry.

Evaluate the performance of brand quarterly and find the gape in the market and fill the
gaps in perfect time always be first as compare to your competitors because every year
snacks industry is growing to be a leader in Pakistan have to be an efficient user of
resources don’t waste any point of being a leader.
Be a leader in the market do not depend on only the product quality, taste and packaging
also it involve to the hole team and the working capability of company. Find your core
competencies and work hard on it. Always try to focus upcoming trends because it helps
to present differently in the market.

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References
https://www.daldafoods.com

https://www.mordorintelligence.com/industry-reports/pakistan-savory-snack-market

https://pakium.pk/2017/01/19/animated-tvc-new-brand-knockout

https://www.euromonitor.com/savoury-snacks-in-pakistan/report

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Questionnaire
Dear Respondent,
Please take few minutes to complete this brand survey to let us know what you think about snacks. Your
responses will be strictly confidential.
Your opinion is extremely important to us! Thank you for your time.

Respondents’ Awareness

1- Which snack brand comes to your mind first? (Single Response)

____________________________

2- What brands of chips are you aware of? (Multiple Response)

1_______________________ 2______________________ 3____________________ 4_____________

3- Which snacks from the following you aware of? (Multiple Response)

 Knockout Potato chips

 Lays
 Kurleez
 Super Crisp
 Bakery Chips
 Cheetos
 Wavy
 Potato Sticks
 Slanty
 Pringles
 Rufflies
4- How do you rate a certain snacks brand according to its attributes?
Less Highly
Important Important
1 2 3 4 5
Price
Taste
Quantity
Packaging
Availability

5-Usage of Flavors in snacks that usually people like or buy?

 Masala Flavor
 Cheese Flavor
 Garlic Flavor
 Sour and Onion Flavor
 Salt Flavor

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6-What price packs would you prefer to buy Potato chips? (Please  tick on as many as applicable)

 Rs. 10/-  Rs. 20/-

 Rs. 30/-  Rs. 40/-
 Rs. 50/-  Rs. 120 (family pack)

Respondents’ Choice

7-Have you ever heard about Knockout Potato Chips? (If yes go to Q9)
 Yes
 No
8- I haven’t heard about knockout Potato chips because? (Single response)
 Not available in the market
 Haven’t seen any advertising
 Not interested
9-How did you first hear about Knockout Potato chips?
 TV
 Newspaper/Magazine
 Internet
 Friend/ Family
 Shop/Mart
10- Have you Tried Knockout Potato chips? (If yes go to Q11)
 Yes
 No
11- You haven’t tried because.
 Don’t know about it
 Don’t want to try
 Don’t find it appealing
 Availability
 Not a good value of money
 Taste
12- Where from you have tried the knockout Potato chips?
 General Store School/University Canteen
 Super market Hawker
 Store near your residence
13- Rate the following how much you are Satisfied about Knockout according to its attributes?
Less Highly
Important Important
1 2 3 4 5
Price
Taste
Quantity
Packaging
Availability

14-Do you know Knockout potato chips is product of Dalda?

 Yes
 No

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15-Do you think Knockout is famous in the market?

 Yes
 No

16-Usaually brands give awareness to its customers through?

 Television Ads
 Social Media
 Brand sampling in Malls/ Marts
 Email/ SMS Marketing
 Radio
 Magazines
 Billboards

Personal Information:
(All your information will be kept confidential and anonymous)

Name: ____________________________

Gender

 Male
 Female
Age:
 15-20
 21-25
 26-30
 31-35
Occupation
 Student
 Employs
 Unemployed
 Housewife
 Other
Income

 15000-25000
 26000-35000
 36000-45000
 46000-50000
 51000 and above

**Thank you for your valuable time and input**

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