Itc Team Jampot

8/9/2019 Itc Team Jampot

1/17

How to Grow the Shower Gel Catego&

Increase Household Penetration for Fiam

Research Prop

by Team JAM


2/17

ResearchProblem &Objective

SecondaryResearch

ProosedResearch!esign

!etailed"#ecution Plan

$%I 'air()*Stall +ayout

How to grow the entire Shower Gel category in India, along with increasing 'iamahousehold enetration numbers.

/0SI1"SS !"CISIO1 PRO/+"$2$%R3"4I1G O/5"C4I6"

%14ICIP%4"! $%R3"4I1G %C4IO1S 7%s er 4ele8conversation

with /rand $anager9/asis the disguised mar:et research results, the ; Ps< Product, Price, Promotion &can be loo:ed into for imrovement

4

G

/uyer

0ser

1on8/uyer

1on80ser

%ware

1on8%ware

/arriers./arriers.4riggers.

O6"R%++ 'R%$"-OR3 'OR!"SIG1I1G

!ISG0IS"! CO1S0$"R R"S"%RCH


3/17


SecondaryResearch




0nderstanding the Shower GelCategory

Total sales in the bathand shower industry in

2013

=)>>?@

bn

Bath and showercategory growth

;AC%GR

Sales in Bodywash/Shower gelcategory in 2013

= )?;Bbn

Body wash/Shower gelcategory growth

))AC%GR

Source: BATH AND SH!"# $N $ND$A% "uro&onitor $nternational% 'uly 201(

Shower Gel 6s?Soa

$ar:et Scenario 4

for Gro )

t

)

)hygie

ShowerGel

3ey factors -or shower gelusers) "nduring fragrance)

Soft2smooth2moisturieds:in


4/17


SecondaryResearch




Cometitive +andscae

COR"

PROPOSI4IO1

$%R3"4SH%R" %


5/17


SecondaryResearch




'iama !i -ills(

'iama !i Consu

S"C %, %F

B;8@* years old Eoung achiever,

aware and induto beauty

/ehaviour is souninhibited and No brand le,el di6ere

New sha*ely *ac5agi Brand co&&unication

and BT4 Price 7)* for B


6/17


SecondaryResearch




-hy only P.-hy not any other o 4heme that may resonate well

with the 4G. Since Pneeds to understand howJ the eole of earth 7'iama !i -ills 4G in our cas

whyJ they do so, it is only natural for Pto as: several Kuestions8 however absurd8 arobe for the whyJ behind their choices2actions 8

-hyP.

4he P3 movie theme will

adeKuately iKue theinterest of the 4Gvisiting the stall8roviding the erfectdisguise to carry8outconsumer research

) te

act asneedsHowJearth they daccomresondiDere

India(s Highest Grossing 'ilm of %ll 4imes 7=@F Cr?9 &

4he Recent & +atest 4al:ing Point


7/17


SecondaryResearch




T$+"4$N" Wee! " Wee! # Wee! $Wee!

%

PR"8

"6"14

Research !esign & Proosal

Preliminary Research, Rening theProosed Research !esign & Stall

Setu$%I '%IR ()*

POS48"6"14

Research !ata Collation

Insight8$ining

Reort with StrategyRecommendation to I4C 7'iama!i -ills /rand 4eam988re)e,ent *reli&inary research to re9ne our research design:

B 'G!s with Shower Gel users *artici*ants each B 'G!s with 1on80sers *artici*ants each at ;4#$ Beha,ioral 4ab

Ty*ical ueues at theatres screening P across $ndia The sa&e is e1?

4he P theme at our stall will not only create the right bu for $%I

'air, but will also be reinforced by the $%I 'air setting &atmoshere8 that visitors are going to be a art of the Pmovie8li:ee#erience

R h P d


8/17


SecondaryResearch




T@ with to* shower in bathroo& ha,e a higher *ro*ensity toshower gel

4ac5 o- clarity regarding uantity to be used/a**lied acts as 4ac5 o- 5nowledge regarding correct 4oo-a usage acts as a *

!ides*read *erce*tion o- Shower @el as e is a *uli&iting trials

'"- HEPO4H"SIS 4O /"4"S4"!

7these may change as wecontinue our Pre8$%I 'aire# lorator interviews & 'G!s9

Research Proosed


9/17


SecondaryResearch




Choose the toic that you woulde#lain to P3L

PRO'I+I1GS4%G"

!ill you*lease hel*

&e bye


10/17


SecondaryResearch




$""4 P3


11/17


SecondaryResearch




SHOPPI1G -I4H P3< P3 wants to :now Mhow( humSho for Personal Care items8 Mwhy( & Mhow( they dwhich item to buy L

S4%G"8 II

"stimated 4ime< ;mins

S"40P % mini sho for simulated shoing e#erience > categories 7at least * brands each9 to be stoc:ed on the

shelves

Itc Team Jampot

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