Transcript
Research Proposal - TRESemmé
Market Research Assignment 1
Group 03
Research Background & Objectives
▪ Unilever is a leading multinational consumer goods company whose products include Food, Beverages, Cleaning Agents & Personal care products.
▪ TRESemmé is a leading hair care brand dedicated to deliver quality salon-like hair care at home. Owned by Unilever since 2010.
▪ Plan to launch TRESemmé in the form of sachets in all the 53 10lakh+ population metros at Rs 4/- for a sachet of 8 gm
▪ Purpose of the launch, as per client: To increase visibility of the brand (and hence, awareness) To increase trials To increase up-trading
• Possibility: The prestigious imagery of TRESemmé would suffer erosion after it is launched in sachets
• The client requires a detailed brand health study to be done just after 30 days of sachet launch
Research Background & Objectives
• Translating the marketing objectives of the Client into appropriate research objectives :
To measure the change in Awareness, Trial, Repeat, Imagery etc in the large metros (where TRESemmé was already there in bottles)
To measure the absolute levels of Awareness, Trial, Repeat, Imagery etc in the other markets
To have a detailed understanding of the product experience and the triggers and barriers of using TRESemmé
Research Considerations & Action Standard/s
o In order for the new SKU launch to be successful, it will have to score low on brand dilution and extremely high on barrier to try product : Purchase Intention Product Image Product attributes like appearance, packaging, fluidity , texture etc.
o Launch the new SKU (Action) if it attracts more buyers(in terms of sales numbers) to the existing SKU (Result): If not, then SKU could be done away with The new SKU has to increase percentage of users.
o Some of the success parameters that we would be considering for assessment are:o Usageo Brand Awareness o Brand Loyaltyo Consumer Preferenceo Buying behavior
o All percentage figures would be checked at 95% confidence level to give a meaningful read to the data
RESEARCH DESIGN
Target Respondents & Sample Size
Target Group :SEC SEGMENT : A & BAGE : 20 – 45
GENDER : FEMALE
▪ Agenda 1 : Absolute change in trial & Repurchase levels of the brand pre & post launch of sachets in large metros
▪ Agenda 2 : User Percentage of trial level for sachets and bottles post launch of the brand in small cities
▪ Agenda 3: Brand Dilution – Assess change in consumer perception of brand image pre & post launch of sachets in large metros
Methodology : Agenda 1 : quantitative research (Paper and Pencil Interviewing(PAPI) Agenda 2 : quantitative research (Paper and Pencil Interviewing(PAPI) Agenda 3 : qualitative research ( Focus Group Discussions)
Research Design Considerations
• Location : Delhi , Mumbai , Bangalore• Sample Size : 350 in each location
Agenda 1
• Location : Lucknow , Amritsar , Jamshedur, Raipur , Nashik , Vijayawada, Nagpur, Coimbatore
• Sample Size : 200 in each location
Agenda 2
• Location : Delhi , Mumbai , Bangalore• 4 FGDs in each location
Agenda 3
Research Design Considerations
▪ Agenda 1 : PAPI SEC A , Middle –Aged Women ( 30-40 years) : 100 respondentsSEC B , Middle –Aged Women ( 30-40 years) : 100 respondentsSEC A , Young Adult Women ( 20-30 years) : 75 respondentsSEC B , Young Adult Women ( 20-30 years) : 75 respondents
▪ Agenda 2 : PAPISEC A , Middle –Aged Women ( 30-40 years) : 60 respondentsSEC B , Middle –Aged Women ( 30-40 years) : 40 respondentsSEC A , Young Adult Women ( 20-30 years) : 60 respondentsSEC B , Young Adult Women ( 20-30 years) : 40 respondents
▪ Agenda 3 : FGDSEC A , Middle –Aged Women ( 30-40 years) : 1 GroupSEC B , Middle –Aged Women ( 30-40 years) : 1 GroupSEC A , Young Adult Women ( 20-30 years) : 1 GroupSEC B , Young Adult Women ( 20-30 years) : 1 Group
INFORMATION AREAS
Information Areas
o Demographics
o Brand awareness – Source of Information
o Brand usage – Trial , Repurchase
o Purchase intentions (using ‘7’ point interval rating scale)
o Consumer Perception regarding brand dilution Change in brand image among among consumer in metros Effect of a low-price SKU on Consumer Perception
o Purchase intention - ‘5’ point scale
TIME & COST INVOLVEMENT
Investment
Investmento The total cost of the study would be INR 25,00,000. Of this,
o INR 24,00,000 would be field & tab cost(including consulting cost)
o Agenda 1: 3 Metro Cities (Mumbai, Bangalore, Delhi) quantitative research done twice(pre and post) which adds up to 300*500*2=10,50,000
o Agenda 2: 8 tier 2 cities which are split as per North(Lucknow, Amritsar) West(Jaipur, Nashik), East(Jamshedpur), South(Coimbatore, Vijayawada), Central(Nagpur): 200*700*8=11,20,000
o Agenda 3: 4 Focus Group Discussions in the 3 above metro cities which would cost :30,000*4*3=3,60,000
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TIMELINES
o We would require 8 weeks for completion
Requirement from the Client
o The product sample needs to be provided by the Client. 1200 sachets 120 bottles Secondary and primary sales data
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