Market Research Objective.*To find out:• Which is the most commonly used shampoo inMumbai & Pune?• What influences people to buy a particular brand?• What is the penetration level of surf in the market?• To identify customer needs?*Sample size = 50 respondents, 25 in Mumbai and 25 inPune.
Brands Mumbai PuneTressemme 5 4Sunsilk 8 9Pantene 5 4Head & Shoulder 4 6others 3 2Tressemme Awareness(from sample size.)*In others most common were Dove and Clean & Clear.
Product category wise Market share.58%23%10%9%SalesSunsilk Pantene Clinic Plus Tressemme
Survey Results, Question wise rating.Q1.) Do you shampoo your hair?Yes No.*If No then please skip to question no – 13.Q2.) Do you use Tressemme shampoo?Yes. No.*If No then skip to question no – 7.Q3.) Which product of Tressemme do you use?Gentle cleansing moisturizingsmoothing Anti-dandruffcolor protection deep cleansing.
012345678910Q1 Q2YesNoFor Q3, 12 people choosed Anti-dandruff, 8 people choosed Smooth& stregth, rest 5 people choosed Deep cleansing.
Q7.) Why not Tressemme?Pricing Schemes compared to other brandsQuality. Other (specify_____________)Q8.) Which other shampoo brand do you use?Sunsilk Head & Shoulder Clinic plusPantene Other (specify______________)Q9.) What influences you to buy your preferred brand?Friends Self-expenseAdvertisements Other (specify_______)
Q10.) You prefer shampoo in?Sachets 250 Ml. 500 Ml.Q11.) Most preferred Shampoo amongst peopleyou know?Sunsilk Clean & ClearPantene Other (specify_________)02468101214Quantity preferredPeopleSunsilk58%Pantene23%Head &Shoulder10%Tressemme9%Brands famousAmong people
Gender: Male Female.Age group: <25 25-35 35 – 50>50.Income Group (PM):> 20000 20000-3000030000-40000 < 40000.60%40%GenderMale Female58%23%10%9%Age group<2525-3535-50>50
After Research Recommendations.• Of the sub-brands, Sunsilk and Head & shoulder wasthe most recognized, so the company needs to domore promotions and create awareness about theproduct.• If possible, pricing should be reviewed for differentcategory of product. Many customers are citing it as anegative factor.• Customers more prefer shampoo in sachets, companyshould make product available in sachets also.
• More schemes should be introduced to attractnon-users.• Advertising should be introduces to attract non-users.• Advertising standard should be maintained asadvertisements have contributed immensely tothe awareness level and usage of the product.