Executive Summary

I. Title : 1. Market research on CVGL

2. Kawad campaign for Cavanders
II. Organisation : Godfrey Phillips India Ltd.
III. Reporting Officer : Mr. Shabad Kalra (Deputy General Manager, Marketing)
IV. Faculty Guide : Prof. Satyendra Pandey
V. Participant's Name : Vidisha Verma

Objective:
1. To assess the awareness, acceptance, intent to use and continuance of CVGL
among CVGL smokers and recreational smokers. The study aimed to gain insights
into consumer behaviour, preferences, and perceptions of the brand.
2. To promote CVGL during the annual Kawad pilgrimage for Shiva devotees. The goal
was to conduct brand trials and generate revenue during the Kawad yatra.

Scope of study:
1. The study aimed to examine consumer behaviour of smokers in Delhi to develop an
understanding of their purchasing behaviour, brand preferences, smoking habits to
create opportunities for enhanced market presence and appeal. To achieve this, a
sample of 104 respondents from different parts of Delhi was collected.
2. The campaign was designed to increase awareness of CVGL within its target
consumers. It was held from 4th July to 18th July, targeting approximately seven lakh
Kawads during the Kawad yatra in regions of UP West and East Delhi.

Methodology:
1. The data was collected through quota sampling, and the responses were analysed
using SPSS crosstab and excel Pivot table.
2. An experiential brand-trial campaign was designed and executed for CVGL. 5
pandals were set up for Kawads to relax and tablets for consumer research were
designed to collect data from Kawads while they relax.

Major Findings:
1. Age, religion, SEC and income of smokers significantly influenced the preference for
flavoured cigarettes, and CVGL smokers valued the brand for its strong taste.
2. A significant brand trial was conducted, reaching approximately 7 lakh Kawads
during the Kawad yatra. A revenue of 21 million was generated in five days from
regions of UP West and East Delhi.

Conclusions:
1. The market research highlighted the need to maintain the existing CVGL flavour due
to its popularity among consumers.
2. The CVGL Kawar campaign effectively achieved its objectives of brand trial and
revenue generation during the yatra.

Recommendations:
1. It was recommended to explore the introduction of a new flavour segment to enhance
consumer appeal and market presence by including flavour capsules in the packs.
2. It was recommended to improve the user-friendliness of the "Commander Run" game
and consider employing blind masseuses in the pandals to foster greater empathy
among the Kawads. Constant creative briefs for the event were also provided.