Final project completed for a Research Methods class. The objective was to conduct qualitative research about the product Moroccan Oil Hand Cream and present appropriate recommendations for improvement.

1. MOROCCAN OIL
- Hand Cream -
Jessica Wilkins, Alicja Fratczak, Zaida Rivera, Takuya Suzuki

2. Positioning
Moroccan Oil Hand Cream will be positioned as
a high quality hand cream known for its
effective and safe ingredients

3. Objectives of Research
● Broaden knowledge of hand cream market
● Understand customer decision process
● Learn customer’s feelings on Moroccan Oil
hand cream
● Explore potential IMC programs for the
brand

4. Target - based on secondary data
● Upper Middle Class
● African American
● Household with Children younger than 18
*Men: untapped market

5. We Researched...
Qualitative
- Total: 25
- Age: 18-55
- Female
- March 2014
Quantitative
- Total: 55
- Age: 56% Under 25
27% 25-34
- 80% Female
- April 2014
- 9 Questions

6. Qualitative Report Findings
● Tend to have specific routine
● More consumption during colder seasons
● Increased consumption with older age
● Getting a manicure is considered taking care
of hands

7. Qualitative Report Findings
● People pay attention to ingredients
● Evoked set of hand cream brands:
-Nivea
-Aveeno
-Vaseline
-Cetaphil
-Neutrogena

8. Qualitative Report Findings
● Smell is important
*but rarely affects purchase decision
● People know about Moroccan Oil brand
*but only hair care products, never hand cream

9. Conclusions
● People care about their skin
● Effectiveness and quality are important
● Willing to pay more for trusted brands
● More likely to purchase hand cream in the
winter

10. Reccomendations
● Gift with purchase promotions
● Introduce in nail salons
● Emphasize effectiveness and quality

11. Quantitative Report Findings
1 - Effectiveness
2 - Ingredients
3 - Price
4 - Smell
5 - Package design

12. ● Are ingredients safe?
● Are they effective?
● Will it work?
● Does price correlate
with quality?
Quantitative Report Findings
Consumers have high interest in effectiveness & ingredients

13. Quantitative Report Findings
- 50% of survey respondents
are willing to pay up to $10
- Interviewed respondents would pay $12 - $20…
*but $18 is too expensive for the smallest package
● $18 … Expensive?

14. Familiarity with Moroccan Oil Brand
● 52% awareness of
the brand does not
reflect the
awareness of the
actual hand cream

15. Conclusion
● Consumers expect effectiveness and safe
ingredients from their products
● Moroccan Oil Hand Cream is beyond many
people’s price points
● Moroccan Oil Hand Cream is not a widely
recognized product

16. Conclusion of Findings
● Both qualitative and quantitative research
proved that ingredients and effectiveness
are very important
● Brand awareness of the Moroccan Oil Hand
Cream is very low
● Exposure is crucial to increase sales

17. 1 - Gaining Consumer Awareness
Gift-with-Purchase promotion
2 - Exposure is key
Providing samples to nail salons
3 - Emphasizing Quality and Effectiveness
IMC Program we recommend...

18. The End