Transcript
Xpert Dish Wash Bar
To identify new marketing platform to counterthe category leader Vim Bar
A Marketing Research Project
Topic
Group Members
• Abhishek N-02• Dheeraj Kumar N-19• Kapil Kalra N-32• Kinshook Chaturvedi N-35• Kishore Talukdar N-34• Sharad Khanderwal N-70• Vinayak Saini N-82
Background
• In the Rs. 600 cr. Dish Wash market, Xpert dish wash bar is a fast growing brand in the North Indian market
• As against the conventional lime variants it was launched in orange variant
• The company wants to increase the market share of the brand and become the category leader
• In order to strategize ourselves to the win market share from the leader’s stable, we need to fare better or at least be of the same standard in benefit delivery in comparison to the market leader
Background
• Therefore in the research we would attempt to figure out
o Where does Xpert Dish Wash Bar stand vis-à-vis competition in the consumer mind space?
o Where does Xpert Dish Wash Bar stand in consumer choice set?
o What are the drivers to induce usage of Xpert Dish Wash Bar?
Research Design
• The intended study is exploratory in nature with an objective to identify cues for making new marketing strategies of the brand.
• Therefore, the research is going to assessment of consumer mind space in order to understand the explicit behaviour and triggers
• A consumer psychologist who has extensive research experience with household goods would be the key leader for the research
Research Mythology
• Quantitative Research
• Two segments to be studiedo Users of Xperto Users of competition
• Source of Data : Primary Data
• Route : Field Survey
Target Group
• Housewives
• Demographic profile
• Age: 25-35 years
• SEC: A2, and B
Coverage of Research
• Delhi NCR
• Vim Users – SEC A
• Xpert Users – SEC B
Questionnaire Design
What is the cleaning soap / detergent you use for utensils?
• Dish Wash Cake
• Dish Wash Powder
• Dish Wash Liquid
• Fly Ash
What are the problems you are facing during utensils wash?
• Heavy Grease
• Burnt stuff which stick badly on the surface of the pan
• Unhygienic
• Other
Which is the better washing/ cleaning agent?
• Cake
• Powder
• Liquid
• Fly Ash
Which is the most comfortable to use in utensils wash?
• Cake
• Powder
• Liquid
• Fly Ash
Which brand you actually use?
Liquid Bar Powder • Vim -------- ------- ---------
• Nip -------- ------- ---------
• Xpert -------- ------- ---------
• Axion -------- ------- ---------
• Prill -------- ------- ---------
• Nirma Powder -------- ------- ---------
• Ghari Powder -------- ------- ---------
• Wheel Powder -------- ------- ---------
• Others_____ -------- ------- ---------
What are the problems you are facing from the present brand you use?
• Easily Dissolves / Dissolve too much
• Doesn’t remove burnt layer satisfactorily • • Doesn’t remove heavy grease
• Not hygienic to use
• Need to rub vigorously
• Affects burns your hand
• Needs lot of water to wash
• Needs warm water to actually remove grime
• Any Other________________________________________
Do you think any other brand can solve any of the mentioned problems?
Problems Brand Name
• Easily Dissolves / Dissolve too much
• Doesn’t remove burnt layer satisfactorily
• Doesn’t remove heavy grease
• Not hygienic to use
• Need to rub vigorously
• Affects burns your hand
• Needs lot of water to wash
• Needs warm water to actually remove grime
• Any Other________________________________________
Which add on values you require from your existing brand?
• Does not dissolve quickly
• Gives hygienic & Cleaning
• Germs protection
• More lather for better wash
• Other
Xpert vs.
Your Existing Brand
Washing Quality
Existing Brand Xpert
• Hygienic ------------------ ---------
• Removes Greasy ------------------ ---------
• Removes Burnt Layer ------------------ ---------
• Germs Protection ------------------ ---------
• More Lather ------------------ ---------
• Doesn’t Rub Vigorously ------------------ ---------
• Doesn’t need lot of water ------------------ ---------
Product Quality
Existing Brand Xpert
• Longer Lasting ------------------ ---------
• Less Dissolves ------------------ ---------
• Gives fragrance ------------------ ---------
• Packaging ------------------ ---------
Brand Emotional
Existing Brand Xpert
• Price ------------------ ---------
• Accessible in Market ------------------ ---------
• Soft to your hand ------------------ ---------
• Convenient ------------------ ---------
Do you find any different between lemon power dish bar & Xpert dish bar?
If yes
Perception Lemon Power Orange Power
• Helps to remove grease ------------------ -----------------
• Helps to remove burnt layer ------------------ -----------------
• Easy to wash ------------------ -----------------
• Gives shine ------------------ -----------------
Deliverables
• Key deliverables would be
o Brand strengths and weaknesses vis-à-vis competitiono Need gap in the marketo Key drivers and barriers of the brando Positioning cues for communication development
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