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Marketing Research - Procter & Gamble: An Exploration of Student Laundering Habits
- 2. • Procter & Gamble (P&G) o Laundry detergent industry leader Tide o Maker of Gain, an individual brand with a lower price point • P&G wants to explore the laundry habits and attitudes of college students. • Comparison of target market segments to another market segment (“heavy users” = moms who do multiple loads of laundry every week).
- 3. Research Objective • To understand the laundry and purchasing habits of college students. • To identify the importance of convenience vs. scent vs. preference of purchasing and laundering location. • To explore several advertising messages and how it impacts the target audience.
- 4. Methodology • Random sample of undergraduate and graduate students. • Quantitative and Qualitative Type Questions
- 5. Secondary Data Findings 43% of students only Tide = $1269.40 (1st) Women = 76% change bed sheets Gain = $239.90 (3rd) Men = 24% once per month U.S. College Students = 55% wait until they’ve 23,451209 worn clothing 2x or more before washing
- 6. Primary Research Participants Participants Age 18 and younger 19-22 23-25 26 and older 6% 4% Undergraduate Make their own 21% laundry Graduate Make their own laundry 15% 42% 52% Not a college student 60% Participants Gender 3% 27% Male Female 70% Prefer not to answer
- 7. SURVEY ANALYSIS • Price • 85% of total respondents ranked price as either somewhat or very important • Undergrad = 90% • Grad = 78% • Convenience • 66% of total respondents find convenience either somewhat or very important • Undergrad = 69% • Grad = 64%
- 8. SURVEY ANALYSIS • Type of Detergent • 83% of respondents prefer liquid detergent over powder or pods • Packaging • 61% of respondents agree or strongly agree with the statement “the size of the detergent package matters to me”
- 9. More Insights How did you find out about the detergent Scents Preferences you use? 69% Floral Fruity Other 17% 6% 11% 41% 21% 15% 7% 8% 2% 2% Fresh 66% Other In-store Brand Family Public Newspaper Word of TV Social Media decision Used Advertising Mouth Advertising
- 10. “Clear Lines, Clean Clothes” PROTOTYPE
- 11. Questions?
Editor's Notes
- First Cloud = Laundry remains a time-consuming chore and one done largely by women. A 2007 Whirlpool survey found that laundry was the primary household responsibility of 76% of women and 24% of men; 78% of those surveyed do approximately nine loads of laundry each week. The equivalent of 1,100 loads of laundry is started every second of every day.[1] Second Cloud= According the 2010 US Census Bureau (Appendix I), there are currently 23,451,209 enrolled college students in the US: 19,325, 823 undergraduate students and 4,125,386 graduate students.[2] Third and Fourth = According to a study conducted by SleepBetter.org in 2011, “Almost half of students (43 percent) report they only change their bed sheets once per month, and three percent admit they never change their sheets[3].” This speaks to the fact that college students often don’t find time to do laundry on a regular basis. When students do find the time for laundry, students wash multiple loads of laundry at once, as they let their clothes pile up until they absolutely need to wash them.[4] Furthermore, the majority of college students (55%) wait until they have worn an article of clothing two or more times before washing it.[5] From this, we gather that less than half of all college students wash their clothes regularly after each use. Fifth = Regarding detergent brands, Consumer Reports released information from 2010 stating that Tide had 28% market share, with Purex at 12.5%, Surf at 12%, and Arm & Hammer at 8.25% (Appendix II). Further, Symphony IRI Group found that Tide holds a market share of $1269.40 million while the second ranked liquid laundry detergent brand, Arm & Hammer, has $248.90 million. Gain is ranked third with $239.90 million market share.[6] There is a huge gap between the market shares of liquid laundry detergents, so brand association information may also be useful qualitative information during interviews.