Our Marketing research project which I prepared with Josh. Its based on an idea we came up that we both loved and that's anti fog mirrors.

1. Market Research and Analysis
Report
Anti-fog Mirrors
For
P&G and Gillette
Prepared by
Josh Domingues and Huzefa A Chiniwala. CJ Research LLC.

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Report Outline
i. Product Overview
a.Product Description
b.Target Market
c.Price
d.Place
ii. Discussion of Problem
iii. Proposed Research Design
a.Secondary/Desk Research
b.Qualitative
c.Quantitative
iv. Budget allocation and fees
v. Reporting &Timing
vi. Credentials

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Product Overview
Details and Description
The product is the result of ground breaking research over the last few years to come up with the perfect mirror
for shaving. At Proctor and Gamble the Gillette team has always strived towards improving grooming for men
and now they have taken it a step further. Our latest product is a non-fogging mirror called specifically made for
shaving called ShowerShave! So what’s special about the Mirror? This unique mirror does not fog. Our unique
formula of Chinifide Joshitate which coats the mirrors does not let the mirror get foggy even in the steamiest of
rooms. The product has been tested many environments such as bathrooms, hot tubs and even saunas and
there is a 0% that this mirror will fog up.
Rough Product Design
Target Market
The Target Market for the product are Professionals for whom every minute is valuable and want to get things
done especially grooming in a fast and efficient way. They would generally be men ranging from the age of 18-55
including young professionals as well as people in senior management who are well educated and belong to a
higher income bracket.
Price
Since this is a new concept and a unique first of its kind idea, our initial pricing strategy will be that of a premium
pricing strategy. The selling price will be around between 25$-30$. There are two ways that the products can be
sold. It can be sold independently as an individual product or as a part of Gillette’s Mach V complete grooming
kit for men.
ChinifideJoshitate Coating
Actual Mirror
Suction Cup to hang mirrors
Aperture near the top which can
be used for hanging

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Place
X will primarily be sold at most major departmental stores, supermarkets and drug stores where Gillette
products are usually available. These include:
 Shopper’s Drug Mart
 Walmart
 Target
 Real Canadian Superstore
 Loblaws
 Skor
 Saks
And many more
Discussion of Problems

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Problem Identification
The primary problem with our product is determining just how high demand for it will be. Like all Gillete
products, there is a clearly defined target market with men ages 18-55. A product like a non-fogging mirror aims
to make necessary but annoying aspects of life more convenient and less time consuming. The idea behind the
product is for its primary use to be in the shower. Many men already shave in the shower despite obviously not
being able to use a mirror. Questions for our research then arise out of this:
a) Would men who already shave in the shower embrace our product so their shave is easier, more
accurate, and better looking in general? Or would they look at a non-fogging mirror as an unnecessary
expense since they can do without it?
b) Just how many men shave in the shower as it is? Is this a significant portion of our target market?
There are also men who shave outside of the shower. Do they shave before a shower, after a shower, or is their
shave schedule unrelated to bathing? Allowing the assumption that most men shave after a shower due to the
relative ease of it as compared to before, several questions arise of this group in relation to our product:
c) Do these men not shave in the shower because of the lack of a mirror? Would they convert if a non-
fogging mirror was made available to them?
d) When exiting the shower, would the annoyance of shaving in a fogged mirror make them likely to try
our product or would they view it as an unnecessary expense?
Furthermore, though the primary use and market for our product is clearly in the shaving category, the sheer
technology behind it is bound to raise interest for other reasons and potentially other markets. The questions
for this would be:
e) Would women want the product to help with their shaving in the shower? How big is this potential
market?
f) Are we unaware of any other potential uses for the product? Would these potential uses increase its
potential market?
Proposed Research Design

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Since the majority of our research problems are exploratory in nature, obviously the exploratory research design
should be employed. However, there is also hard data we would like to collect and thus, our exploratory
research shall be supplemented with quantitative research as well Secondary research which will help us clarify
and our objectives and provide lines of enquiry for the next stages. We will pursue both options.
Secondary Research
Our secondary sources will help us in refining our objectives. It will also help in clarifying and confirming our
enquiries going into the next stages of the research. The secondary research for this project will first start
internally; we will have to schedule a few interviews with the employees and executives who have been key in
the development of the product as well as other people who will have a major role on the success of the product
in the future. We will also need internal reports relating to the marketing and development of the product
including reports from your marketing and sales team & the R&D team. Apart from these any past reports
relating to Gillette products which might have an impact on the sales of the mirrors such as the Mach V(with
which the product will be sold) will also be need. An external search will also take place. We will analyse and
obtain market intelligence reports about grooming and to check what kind of impact Anti-fogging mirrors might
have on the market. Overall the secondary research will help us answer questions such as-
 Has there ever been a previous need for mirrors like these?
 Did any other company come up with a product similar like this in the past?
 Will the competition be able to come up with a similar product after we release ours?
 Has there been a previous demand for the product in the past?
 What kind of Market Inelligence is available which will further enhance our knowledge about the
product and its impact?
Exploratory Research
For our exploratory research we will be conducting a series of focus groups with the following targeted
participants:
a) Focus Group 1: Men, Ages 18-55
b) Focus Group 2: Men, Ages 25-35
c) Focus Group 3: Men and Women, Ages 25-55
Focus Group 1: These groups will be comprised of our target markets and designed to lead discussion to
effectively measure enthusiasm about our product, they will include men with different demographics, varying
income levels, education and jobs. We would also like to discover possible answers to our qualitative questions-
 Why do you shave in a shower?
 How beneficial would a non-fogging mirror be?
 If you don’t shave in the shower would you now consider it?
 If not, would you still be interested in the product?
 Other behavioral questions, motivators and de-motivators
Focus Group 2: These groups are more interested in the behavioural aspects of our target market to help in the
development of a marketing plan. The age is whittled down to the ages generally reserved for more hard core

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professionals who are highly educated and belong to a specific income bracket as we feel this is a significant part
of our target market.
Focus Group 3: These groups are designed to be more free-flowing to help Gillette get an idea to how the
product will be used outside of shaving, if the product has any novelty value, if there would be interest outside
of the target market.
Rationale: Our qualitative questions have a lot to do with behavioural aspects of the target market, and focus
groups can help gleam information in this regard. Furthermore, the interactive, conversational ideal of a focus
group is also an excellent idea generator, which is helpful for such a new, innovative product.
Quantitative Research
The answers to our quantitative problems are all straight-forward data issues that can be solved through the use
of surveys- specifically surveys to existing customers. The distribution of these surveys can come either through
our online website or through product sales with incentives. All the information we need is concise yes or no
and likelihood answers- Do you shave in the shower? Would you shave in the shower with a mirror that allows
you to? Would you be interested in a non-fogging mirror? How likely are you to buy this mirror with a
shaving/grooming kit? These are simple questions that require simple answers from a relatively simple target
market.
Rationale: With the necessary data will be yes or no questions as well as behavioral type as in how likely a
person is to perform an action based on a certain scenario, and inherit distribution network for surveys to our
defined target market, surveys were the best options in obtaining the quantitative research we need.
Screeners
For the survey questionnaire we will be asking questions that are relative to our target market, our survey will
be open though, that is anyone can fill the survey out. This will help us get different perspectives from people
who we do not consider or target market right now. This will help us get a clear understanding of what the
general public seems to think of our product. The screener questions will include
 Age
 Gender
 Profession
 Yearly Income
 Behavioral Questions
 Likelihood questions
 Other comments and suggestions

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Budget Allocation and Fees
The fees quoted below are exclusive of tax. They are based our terms and conditions which are appended. The
fees are subject to the assumptions that we have made for the above project and can change if our assumptions
are proven to be incorrect. Extra cost will be added if any additional work is required to be done which we may
have overlooked or brought upon us by the client.
Phase Description Fees
Secondary Research 15 hours senior executive
30 hours junior executive
Purchasing/Accessing Intelligence Reports
$3000
$3000
$15000
Qualitative Research 9 focus groups in total. Three per classification $22,500
Quantitative Research Online Survey and Survey Questionnaire with
products.
$50,000
Reporting and Analysis Field Reports and Analytical Reports $6,500
Total $100,000
Reporting & Timing
Reporting
Following the qualitative research an interim presentation-report will be presented before moving on to the
next stage of the research. An outline of this will be made into a presentation and will be presented directly to
the board. Once this has been approved a formal presentation of all the findings, along with the conclusions
drawn. Three sets of copies of the reports summarising all the findings and conclusions of all three stages of the
research will be submitted. Three sets of tabulations will also be provided. Transcripts from interviews can also
be made available upon request at no extra cost. Additional report copies can be provided but a small fee for
printing will be charged.
Timing
The table below shows the timeline and deadlines of the project in brief. Weekly reports will also be submitted
to keep the management up to date with the progress of the report. This allows us to summarize the weeks
work and also modify phases according to any suggestions provided by the management. The timings have been
carefully studied to make sure the deadlines are respected and work is delivered on time. This timeline is
keeping in mind that we start work off within the next two weeks. We request the management to sign off the
project within the following week to make sure these deadlines are consistent. The deadlines will only change If
there are delays with the launching of the product or delays on the client side in getting approvals and in setting
up meetings/interviews

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Deadlines and Timelines
Week Activity
1-3 Secondary Research, Desk Research and internal interviews
4-7 Qualitative Fieldwork, Focus Groups
8 Interim Presentation-Report Available including Secondary & Qualitative research reports
9 Questionnaire Development for the survey
10-15 Survey Rollout
16-18 Data preparation, Coding and analysis of the Quantitative research
19 Preparation and compilation of the final report
20 Final report for all phases available
Credentials
The research will be carried out under the supervision of CJ research’s director and Co-founder Josh Domingues.
Josh has worked in the field for many years and is an expert in the application of research techniques in the fast
moving consumer products and food industry. He has worked in various international research organizations in
many countries including the UK, France and Italy.
The day to day activities will be overlooked by Huzefa Chiniwala. Huzefa recently joined the company and is part
of the board of directors. He is young energetic and has delivered many outstanding projects in this sector in the
last few years for many international organizations before joining us. He shall make sure that all the fieldwork is
supervised by him or his assistant and is carried out by the best trained professionals. We make sure that the
fieldwork meets the highest industry standards laid down by Professional bodies and organzations.