This document summarizes market research conducted for Doy Kid's Soap. It analyzed the activities and media consumption of children aged 4-10 and their mothers. It identified effective media windows for brand communication based on routines like school, sports, shopping, television viewing. For children, these included painting school buses and canteens, sporting goods, kids' programming. For mothers, effective windows were products for housework, supermarket advertising, mothers' television shows. The research provided insights to help Doy Kid's Soap effectively reach their target audiences.

1. DOY KID’S SOAP
Market Research….

2. Research Objectives
a) To trace activities of children in
the age group of 4 – 10 years and
also their mothers.
b) To identify relevant media
windows for more effective brand
communication.

3. Sample Size
• Total no of kids interviewed
:
63
• Total no of mothers interviewed:
52
– Age group (4-7) :
– Age group(8-10) :
– Housewives
– Working Women :
30
33
:
25
27

4. Areas of Inquiry
• Time spent on routine activities:
– Kids:
• School
• Tuitions
• Study
– Mothers:
• Office
• Housework
• Visits to supermarkets & their frequency

5. Areas of Inquiry
• Time spent on recreational activities:
– kids:
• Sports
• Computer games
• Other Outdoor Activity
– mothers:
• Clubs
• Informal groups
• Recreational activity at home.

6. Areas of Inquiry
• Media Consumption:
– kids & mothers:
• Television viewing habits
– Favourite programs
• Cinema
• Radio
• Newspapers / Magazines

7. Areas of Inquiry
• Lifestyle & leisure activities:
– kids & mothers:
• Shopping
• Visits to restaurants
• Traveling
– Frequency
– Routine Destinations
– Preferred mode of transportation

8. Research Findings & media windows
(Age group 4-7)
School
• All the kids have morning school
• 60% travel by school bus or hired rickshaw
• Rest are dropped by parents in car or bikes
• During the recess they spend time in the
canteen.
• Painting school buses: Effective reach
• Outdoor: Regular traveling & tendency to look outside
while traveling
• Painting school canteens: Effective reach.
Media
Windows

9. Research Findings & media windows
(Age group 4-7)
Tutions
Children in this age
group were not seen
to attend tuitions.
No suggestions for relevant media windows.
Media
Windows

10. Research Findings & media windows
(Age group 4-7)
Study
• Studies any time between 3:00-6:00
in the Afternoon.
Doy school bags, pencils, pens, pencil boxes,
erasers, sharpeners, notebooks, notebook
covers, labels can be used as a medium for
communication: Effective reach due to regular
usage.
Media
Windows

11. Research Findings & media windows
(Age group 4-7)
Sports & Games
• 95% of the kids play any time between 5:007:30
• Games: Cricket, Football, hide & seek,
cycling
Media
Windows
Sports kits (cricket bat, ball, stumps, caps, T-shirts): Effective
reach due to regular usage.

12. Research Findings & media windows
(Age group 4-7)
Television
• 95% watch Cartoon Network, Star Plus
• Programs: Shakalaka Boom Boom, Sonpari
(95%), X-men, Thunder Tracts, Tom & Jerry,
Tiny TV(50%),
• Kkusum, Kasoti (20%) with parents
• Advertising on the above mentioned channels: Maximum
reach
• Sponsoring the above mentioned programs: Higher recall
• Organising magic shows: Maximum reach.
Media
Windows

13. Research Findings & media windows
(Age group 4-7)
Parks
• 70% kids regularly visit parks
• Rest of the times they play inside
Building compound.
Doy animal characters in form see-saws,
slippers etc.:
Kids can ride on them, play with them. Such
involvement will register the brand in their
mind.
Outdoor & transit media: Moderately effective.
Kids may not have active attention towards
such advertising.
Media
Windows

14. Research Findings & media windows
(Age group 4-7)
Shopping
• 75% of the kids accompany their mothers for
shopping or to super markets.
Media
Windows
Doy games can be installed at the shopping centers. As the kids play with it.
It will register the brand in their mind. (Doy Kids Zone)
Contests can be run at shopping centers. The winners should be given
attractive Doy Pencil boxes, Doy School bags, Doy Water bottles etc.
(something that they will preserve or use). This will establish regular contact
with the kids.
Dummies of Doy characters (in costumes) can be used for promotion in
shopping malls. Their interaction with the kids register the brand in the kid’s
mind.
Such promotions can also be done in games parlors like Hackon.
Advertising in lifts/elevators(in shopping malls): High visibility

15. Research Findings & media windows
(Age group 4-7)
Restaurants
• Visits once or twice a month with parents
• Promotions inside restaurants: Games, Dummies of Doy
characters should be used to entertain kids inside
restaurants. Kids can be reached during the waiting time
for the food by providing entertainment. It will register the
brand in their mind. Separate kids zones can also be
started in restaurants.
•Outdoor(hoardings near restaurants) & transit media:
Moderately effective. Kids may not have active attention
towards such advertising.
Media
Windows

16. Research Findings & media windows
(Age group 8-10)
School
• 78% of the kids have morning school
• 85% travel by school bus or hired rickshaw
• Rest are dropped by parents in car or bikes
• During recess they spend time in the
canteen.
• Painting school buses: Effective reach
• Outdoor: Regular traveling & tendency to look outside
while traveling
• Painting school canteens: Effective reach.
Media
Windows

17. Research Findings & media windows
(Age group 8-10)
Tutions
• 50 % of the kids go for tutions.
Doy school bags, pencils, pens, pencil boxes,
erasers, sharpeners, notebooks, notebook
covers, labels can be used as a medium for
communication: Effective reach due to regular
usage.
Media
Windows

18. Research Findings & media windows
(Age group 8-10)
Studies
• Any time between 3:00-6:00 in the afternoon
•Any time between 8:00-10:00 in the evening.
• Same timings on a weekend.
Doy school bags, pencils, pens, pencil boxes,
erasers, sharpeners, notebooks, notebook
covers, labels can be used as a medium for
communication: Effective reach due to regular
usage.
Media
Windows

19. Research Findings & media windows
(Age group 8-10)
Sports
• 75% play between 5:00-7:30 in the evening.
• 15% play between 7:00-8:00 due to evening
tutions.
• On weekends 70% play between 10:00-1:00
in the morning & 5:00-8:00 in the evening.
• 10% kids play only on weekend.
Sports kits (cricket bat, ball, stumps, caps, Tshirts): Effective reach due to regular usage.
Media
Windows

20. Research Findings & media windows
(Age group 8-10)
Television
• 50% of the kids having morning school watch TV with
lunch.
• 65% in the evening between 6:30-8:00
• 55% watch between 8:00-10:00 in the morning on
weekends.
• Programs: Shakalaka Boom Boom, Sonpari (90%),
Media
Dexter's Lab, Tom & Jerry(40%)
Windows
• Kkusum, Kahani, Kasoti(45%) (not regularly, only
after completion of homework)
• Advertising on the above mentioned channels: Maximum
reach
• Sponsoring the above mentioned programs: Higher recall
• Organising magic shows: Maximum reach.

21. Research Findings & media windows
(Age group 8-10)
Parks
• 45% of the kids visit parks once a month.
• Rest of the times they play in the building
compound.
• Doy characters in form of see-saws, slippers
etc.: Moderately effective for the kids of this age group.
These kids are little grown up and don’t have fascination
towards such things.
• Outdoor (hoardings outside parks): Moderately
effective. Kids may have active attention towards
hoardings while going to the parks.
Media
Windows

22. Research Findings & media windows
(Age group 8-10)
Shopping
• 80% of the kids accompany mothers for their
own interest.
Media
Windows
Doy games can be installed at the shopping centers. As
the kids play with it. It will register the brand in their mind.
(Doy Kids Zone)
Contests can be run at shopping centers. The winners
should be given attractive Doy Pencil boxes, Doy School
bags, Doy Water bags etc. (something that they will
preserve or use). Such things will establish regular contact
with the kids.
Advertising in lifts/elevators: High visibility

23. Research Findings & media windows
(Age group 8-10)
Restaurants
• Once or twice a month.
Media
Windows
• Promotions inside restaurants: Games, Dummies of Doy
characters should be used to entertain kids inside restaurants.
Kids can be reached during the waiting time for the food by
providing entertainment. It will register the brand in their mind.
Separate kids zones can also be started in restaurants.
• Transit & outdoor media (hoardings near restaurants):
Regular visits to restaurants & tendency to look outside.

24. Research Findings & media windows
(Housewives)
Housework
• Starts in the morning & goes
till lunch.
•It resumes in the evening
after 7:00.
• Few housewives listen to
radio while working.
Aprons, small towels(napkins) to use in the kitchen:
Effective reach due to everyday usage.
Radio: Advertising on radio channels.
Media
Windows

25. Research Findings & media windows
(Housewives)
Visits to supermarkets or grocery stores
• 60% of housewives visit 2-3
times a week
• Rest visit once a week.
Point of Sale advertising: Communication while making the
purchase decision(advertising on trollies, streamers &
danglers etc.)
Outdoor: Housewives regularly visit markets so outdoor can
provide effective reach.
Free magazine: Providing recipes,budget planners, health
care and other tips.
Media
Windows

26. Research Findings & media windows
(Housewives)
Clubs
• 1-2% housewives go to clubs.
Media
Windows
No suggestions for relevant media windows.

27. Research Findings & media windows
(Housewives)
Other informal groups
• Neighbours and friends in
the society.
• Satsang groups.
No suggestions for relevant media windows.
Media
Windows

28. Research Findings & media windows
(Housewives)
Reading habits
• 25% housewives read
newspaper or magazines
(Femina, Grihshobha etc.) in
the evening.
Media
Windows
A column on health & skincare tips in the newspapers or
magazines, sponsored by Doy.

29. Research Findings & media windows
(Housewives)
Television
• Very loyal to their regular TV serials.
• Serials: Kkusum, Saans, Kasoti, Kahani,
Des mein Nikla hoga Chand (80-95%),
Khana Khajana (40%)
• Friends, Every Loves Raymond (1-2%)
• Advertising on the above mentioned
programs: greater impact & maximum
reach.
Media
Windows

30. Research Findings & media windows
(Housewives)
Parks
• 57% take kids to the parks
once or twice a month.
• Rest of the times they either
go for walks or stay with their
children as the kids play inside
the building compound.
Outdoor: As they make frequent visits to parks
they can be targeted by advertising outside
parks.
Transit media: Advertising on bus stops etc.
Media
Windows

31. Research Findings & media windows
(Housewives)
Shopping
• 50% of the housewives shop
with the whole family
• 60% housewives prefer to
shop on weekends.
Outdoor(advertising at traffic signals, market
places): Effective reach.
Transit media: Frequent traveling hence
effective reach.
Advertising in lifts/elevators: High Visibility.
Media
Windows

32. Research Findings & media windows
(Housewives)
Restaurants
• 50% housewives visit
restaurants once a month.
• Prefer to go on a weekend.
Outdoor(advertising at traffic signals, market
places): Effective reach.
Transit media: They can be targeted while
traveling to the restaurants through transit
media.
Media
Windows

33. Research Findings & media windows
(Working Women)
Office
• 97% travel by bus,taxi or
train
• 2-3% by car
Outdoor(advertising at traffic signals, market
places): Effective reach.
Transit media: They can be targeted while
traveling to the offices through transit media.
Media
Windows

34. Research Findings & media windows
(Working Women)
Clubs
• None of the working
women interviewed
were associated with
any club.
No suggestions for relevant media windows.
Media
Windows

35. Research Findings & media windows
(Working Women)
Other informal groups
Friends circle in the office.
No suggestions for relevant media windows.
Media
Windows

36. Research Findings & media windows
(Working Women)
Television
• In contrast to housewives show
less loyalty towards television.
• 1 or 2 Favourite serials like
Kkusum,Saas bhi etc.
Advertising on the above mentioned
programs: Not very effective. But still can
reach more no of target audience than any
other medium.
Media
Windows

37. Research Findings & media windows
(Working Women)
Parks
• 35% take kids to the parks
• Rest of the times kids play
inside building compound.
Outdoor(advertising outside parks): Effective
reach.
Transit media: Effective reach.
Media
Windows

38. Research Findings & media windows
(Working Women)
Shopping
• 55% working women shop
with family.
• 85% of them shop on
weekends.
Outdoor(advertising at traffic signals, market
places): Effective reach.
Transit media: They can be targeted while
traveling through transit media.
Advertising in lifts/elevators: High Visibility
Media
Windows

39. Research Findings & media windows
(Working Women)
Restaurants
• 65% visit restaurants once
or twice a month.
• 60% of them visit on
weekends.
Outdoor(advertising at traffic signals, market
places): Effective reach.
Transit media: They can be targeted while
traveling to the restaurants through transit
media.
Media
Windows

40. Research Findings & media windows
(Working Women)
Supermarkets or grocery stores
• 85% working women visit
supermarkets on weekends.
Media
Windows
Point of Sale advertising: Reminds of brand when the
customer is in very much close to make purchase decision.
(advertising on trollies, streamers & danglers etc.)
Outdoor: Housewives regularly visit markets so outdoor can
provide effective reach.
Free magazine: Providing recipes,budget planners, health
care and other tips.

41. THANK YOU