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Research proposal tresemme group 3

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Research proposal tresemme group 3

  1. 1. Research Proposal - TRESemmé Market ResearchAssignment 1 Group 03
  2. 2. 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 launchTRESemmé 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 ofTRESemmé 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
  3. 3. 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 (whereTRESemmé 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 usingTRESemmé
  4. 4. 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 Usage o Brand Awareness o Brand Loyalty o Consumer Preference o Buying behavior o All percentage figures would be checked at 95% confidence level to give a meaningful read to the data
  5. 5. RESEARCH DESIGN
  6. 6. Target Respondents & Sample Size Target Group : SEC SEGMENT : A & B AGE : 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)
  7. 7. Research Design Considerations • Location : Delhi , Mumbai , Bangalore • Sample Size : 350 in each locationAgenda 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 locationAgenda 3
  8. 8. Research Design Considerations ▪ Agenda 1 : PAPI SECA , Middle –AgedWomen ( 30-40 years) : 100 respondents SEC B , Middle –AgedWomen ( 30-40 years) : 100 respondents SECA ,YoungAdultWomen ( 20-30 years) : 75 respondents SEC B ,YoungAdultWomen ( 20-30 years) : 75 respondents ▪ Agenda 2 : PAPI SECA , Middle –AgedWomen ( 30-40 years) : 60 respondents SEC B , Middle –AgedWomen ( 30-40 years) : 40 respondents SECA ,YoungAdultWomen ( 20-30 years) : 60 respondents SEC B ,YoungAdultWomen ( 20-30 years) : 40 respondents ▪ Agenda 3 : FGD SECA , Middle –AgedWomen ( 30-40 years) : 1 Group SEC B , Middle –AgedWomen ( 30-40 years) : 1 Group SECA ,YoungAdultWomen ( 20-30 years) : 1 Group SEC B ,YoungAdultWomen ( 20-30 years) : 1Group
  9. 9. INFORMATION AREAS
  10. 10. 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
  11. 11. TIME & COST INVOLVEMENT
  12. 12. Investment Investment o 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 •TIMELINES o We would require 8 weeks for completion
  13. 13. 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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