To understand causes of failure of the Ariel liquid detergent.

1. RESEARCH PROPOSAL

2. RESEARCH BACKGROUND AND OBJECTIVES
• Our client P&G is a conglomerate with multiple range of products across all FMCG
products. They have launched Ariel Liquid detergent in May 15, 2016 and they want to
conduct a research after a month. Liquid detergent, as a segment, is very small in India.
Surf Excel Liquid is the only prominent brand. There are other very niche brands like
Genteel or Ezee.
Among SEC A households in 10 lakh+ population towns, liquid detergents are used by only
2% households. 48% households use premium detergent powders like Surf Excel, Ariel, etc.
Rest of the 50% households use cheaper brands like Wheel, Ghari, Sunlight, etc.
• Ariel Liquid detergent’s launch has been in 53 markets (in all 10lakh plus population
towns, i.e. Metros as per 2011 Indian population census – Refer Annexure). After one month
of its launch, company’s internal data show that it has not been doing well in the market
across the country. In East, the performance has been especially poor - only 50% of the
Sale Target being achieved in one month.
• The brand has been targeted to SEC A households who use premium detergent powders
or liquid detergents. Its MRP has been in parity with its main competitor Surf Excel Liquid
but some consumer promos are being run initially. The positioning of the brand has been
“soft on hands” and clinically proven “two-times better cleaning than any detergent powder”
– and these have been communicated through its ads. Ariel Liquid has targeted both,
washing machine users and non-users.

3. RESEARCH BACKGROUND AND OBJECTIVES
BUSINESS OBJECTIVES :
• To understand causes of failure of the Ariel liquid detergent.
• Conducting a brand health research, to estimate Awareness, Trial, etc in key
markets and sub-groups of relevant target group, which should clearly diagnose
the problems that the brand is facing.
• To find percentage of customers migrating from Ariel detergent to Ariel liquid.
• To understand the perception of the product among the Ariel liquid detergent
users.
MARKET RESEARCH OBJECTIVES :

4. RESEARCH DESIGN CONSIDERATIONS
Q 1 A : To conduct a brand health research and find out Awareness, Trial :
Type of research : Primary
Form of research : Quantitative ( Simple Cross sectional)
Markets covered : All 4 Zones
Target group : All 4 Zones SEC A
Sampling technique : Stratified random sampling(create groups
based on MP-constituency)
Sample size : 385 Individuals *4 Zones= 1540 Individuals
Break up of sample size : By Zones ,Cities and Wash type
Research Specifications :
• We will use Constituency of Member of Parliaments to divide the
population into strata and among them we will use systematic random
sampling.
• This will be conducted in June 2016, just 1 month after product is
launched.
• Methodologies and Research type:

5. Q 1 B : To find out how awareness, trial and repeat purchase is changing over
time in East region:
Type of research : Primary
Form of research : Quantitative ( Multiple Cross sectional)
Markets covered : East Zone
Target group : East Zone - SEC A
Sampling technique : Stratified random sampling(create groups
based on MP-constituency)
Sample size : 385(used from Q1A) + 385*2 = 770 ( Total 1155)
Break up of Sample Size : In East Zone by Cities and Wash type
Research Specifications :
• This research will be conducted in east zone for different time intervals
Eg. June – July – August -2017
• Since June 2017 Data is already available from Q 1A, we will use the
same Information.
RESEARCH DESIGN CONSIDERATIONS
• Methodologies and Research type:

6. Q 1C : To explore possible problems the Brand is facing:
Type of research : Primary
Form of research : Qualitative – Focus Group Discussions
Markets covered : All Zones
Target group : All Zones - SEC A
Sampling technique : Quota Sampling
Sample size : One focus group (6 individual per group) *4 Zones
=4 Focus Groups
Break up of Sample Size : By Zones
Research specifications :
We can select the subgroup on the basis of following problems :
• High price (Sec A3 Individuals)
• Distribution ( May include distributers)
• Poor communication of benefits(Advertisement channel)
RESEARCH DESIGN CONSIDERATIONS
• Methodologies and Research type:

7. Q 2 : To find percentage of customers migrating from Ariel detergent to Ariel
liquid.
Type of research : Primary
Form of research : Quantitative (Longitudinal Study)
Markets covered : All Zones
Target group : All Zone - SEC A
Sampling technique : Quota Sampling (create groups based on
MP-constituency)
Sample size : 385*4 (Can be used from Q1A) +385*4 = 1540
(Total 3080)
Break up of Sample Size : All Zone by Cities by Detergent
users/liquid users
Research Specifications :
• This research will be conducted in all zones for different in July 2017 And
it will be compared with Detergent/Liquid users data collected for Q1A
RESEARCH DESIGN CONSIDERATIONS
• Methodologies and Research type:

8. Q 3 : To get the detailed understanding of the usage experience,
satisfactions and dissatisfactions. :
Type of research : Primary
Form of research : Qualitative – In depth Interviews
Markets covered : All Zones
Target group : All Zones - SEC A
Sampling technique : Quota sampling
Sample size : 13 Individuals from east zone and 9 from rest 3 zones =
40 Individuals
Break up of Sample Size : By Zones by city
RESEARCH DESIGN CONSIDERATIONS
• Methodologies and Research type:

9. TARGET RESPONDENTS AND SAMPLE SIZE
Zones Vs Washing
machine users
North East West South
Delhi Jaipur Kanpur Kolkata Patna Jamshedpur Mumbai Pune Ahemdabad Banglore
Hyderab
ad
Chenn
ai
Washing machine
(75%)
227 32 31 235 33 22 186 45 57 99 88 101
Non Washing
machine (25%)
76 11 10 78 11 7 62 15 19 33 29 34
Total 302 43 41 313 44 29 248 60 76 132 117 135
1) We are assuming 5% error permissible at 95% confidence interval
2) n(sample size)= (Z x Z)(p x q)/(e x e) = 385 where p and q are 0.5 each
Sample size estimation for Quantitative Research:

10. TARGET RESPONDENTS AND SAMPLE SIZE
Sample size estimation for Qualitative Research:
Zone : EAST WEST NORTH SOUTH
In depth
Research
13 9 9 9
Focus group 1 (6 individual) 1 (6 individual) 1 (6 individual) 1 (6 individual)

11. o Demographics
o Brand awareness (from randomly selected sample)
o Brand usage – Ever used, currently used brand/s, MOU brands (from randomly
selected sample)
o Product Evaluation ( Using 5 point interval rating scale )
 Overall Experience
 Purchase Intentions
o Individual Product attribute (Using 5 point interval rating scale )
 Fragrance
 Foam
 Stain removing ability
 Colour
 Fabric damage
 Packaging
 Degree of whiteness
o Type of wash ( Multiple choice)
o Usage frequency ( Multiple choice)
o Quantity required per wash ( Multiple choice)
INFOMRATION AREAS

12. TIME AND COST INVOLVEMENT
o The total cost of the study would be INR Rs.
o The Budget allocated was Rs. 25 Lakhs
Sample size Cost
Per person (INR)
Total cost (INR)
Metro Non metro Metro Non metro
Q1
(A)
1383 157 500 700 8,01,400
Q1
(B)
626 146 500 700 4,15,200
Q1
(C)
4 (focus group) 30,000 (per group) 1,20,000
Q2 1383 157 500 700 8,01,400
Q3 40 10,000 4,00,000
TOTAL COST INVOLVED 25,38,000