This document proposes exploratory research to understand consumer perceptions of the X-Pert dishwasher brand compared to its main competitor, Vim. The research would use focus groups to assess brand awareness, preferences, drivers and barriers among current and lapsed X-Pert users. The study aims to identify communication strategies to increase X-Pert's market share. If approved, focus groups will be conducted in 4 cities among homemakers who use X-Pert or Vim. Results will provide insights on brand strengths/weaknesses and cues for positioning X-Pert.

1. Exploratory Research for
Communication Development for X-Pert
-A Research Proposal-
Submitted to:
Triton Communications Delhi
December 1st, 2008

2. Background
 X-Pert was launched in the market around one and
half years back. It is a fast growing brand in north and
west.
 Unlike contemporary dishwashing bars, it is pink in
colour.
 It does not come in conventional lime variant either,
rather it is available in orange.
 The brand packaging is also in magenta which is
striking and different in the category.
 X-Pert faces stiff competition from Vim, a Unilever
brand which is the market leader and is considered as
industry benchmark.

3. Background
 In order to strategize ourselves to the win market
share from the leader’s stable, we need to fare better
or at least be of the same standard in benefit delivery
in comparison to the market leader.
 Therefore in the research we would attempt to figure
out
 Where does my brand stand vis-à-vis competition in the
consumer mind space?
 Where does my brand stand in consumer choice set?
 What are the drivers to induce usage of my brand?
 Why do not certain set of consumers do not use my brand?

4. Background
 The following slides describe the
methodology to execute the research;
however, target markets and samples
would be incorporated once the client
approves the design and specifies the
target markets.

5. Research Objectives
 To gauge the awareness, knowledge and
preferences for brands (for X-Pert w.r.t.
competition) within the category and identify
reasons for brand preference
 To assess the key drivers and barriers of
the brand
 To associate the attitude and mindset with
usage and map a brand imagery and their
perceived edge, especially for X-Pert

6. Research Design
 The intended study is exploratory in nature with
an objective to identify cues for future
communication development. Therefore, the
research is going to assessment of consumer
mind space in order to understand the explicit
behaviour and triggers.
 A consumer psychologist who has extensive
research experience with household goods
would be the key leader for the research.

7. Research Design
Two segments to be studied:
Users of X-Pert
Users of competition (non-users/lapsed users
of X-Pert)
 Route:FGDs
 Sampling: Random

8. Research Design
 Information Areas for behavioural analysis
 To identify the triggers and motivators for
usage of X-Pert and choice of brand
 To identify the barriers for non-usage of the
product
 Need gap identification
 Level of involvement with the product
 Intensity of disposition to a brand
 Criteria for choice of a brand

9. Research Design
 Information Areas for Perception and
Analysis
 Perception lemon vs. orange…nearest
associations, dissonance, physiological
impulses etc.
 Usage related dimensions like that of melting
and wastage, more use of water, number of
utensils cleaned (VFM) etc.
 Perception of colour of the bar and packging
 Inclination of the consumers to move up in the
value chain i.e. from bars to liquid

10. Research Design
 Information Areas for product perception
 Strength and weakness of Vim and X-Pert in
terms of
 Product attributes (e.g. colour, fragrance etc.)
 Product performance (e.g. scoring ability, grease-
removing capacity etc.)
 Desired attributes and functionality of the
scouring bars by the housewives

11. Research Design
 Media consumption habits
 Newspaper/magazines subscribed/read
 Channels watched

12. Target Respondents
 Demographic profile
 Age: 25-35 years
 SEC: A2, and B
 Homemakers having children of 3-4 years

13. Coverage of Research
User of X-Pert Users of Vim Total
Delhi SEC B(25-30 yrs) SEC A2 (30-35 yrs) 2
Kanpur SEC A2 (25-30 yrs) SEC B(25-30 yrs) 2
Mumbai SEC A2(30-35 yrs) SEC B (30-35 yrs) 2
Ahmedabad SEC B(30-35 yrs) SEC A2 (25-30 yrs) 2
Total 4 4 8

14. Deliverables
 Key deliverables would be
 Brand strengths and weaknesses vis-à-vis
competition
 Need gap in the market
 Key drivers and barriers of the brand
 Positioning cues for communication
development

15. Time Frame
Total time required for the assignment is
3-4-4.5 weeks after formal approval of the
proposal.
Time plan is proposed as below:
Planning incl discussion guide 1 wk
Field execution 2 wks
Analysis 1.5 wks

16. Commercials
 Total cost of assignment would be Rs2.24L.
 The commercials include all OPEs, time cost
and profit. Video recording of the
proceedings of the groups, if required can
be orgainised at actuals.
 Service tax would be applicable as per GoI
rules.
 The terms of billing would be 60% advance
and 40% within 15 days of submission of
findings.

17. Research Resource
Mahjabeen Wadia
 A post graduate in Consumer Psychology from Mumbai
University
 Equipped with 15 years experience in qualitative
research in organisations like erstwhile ORG and
Nielsen and subsequently as a freelancer, she has in-
depth understanding of consumer behaviour
 Extensive research has been conducted for the
following product categories :Soft Drinks Concentrate,
Food Products, Paints, FMCG, Cellular Services,
Automobiles, Photography and related products etc.

18. Research Resource
Utpal Ghosh
 Has research experience of working 14 years
with leading market research organsiations
 Started career with ORG-MARG, subsequently
worked with IMRB as the head of research for
Pepsi
 Subsequently worked with IDC- an IT and
Telecom market research organisation as
head of consumer research in India

19. Research Resource
 Has worked on several product categories
 Headed research groups servicing Pepsi, Wipro,
Garnier, Samsung, HP, Teleservices, Reliance,
TCS, HCL Infosys etc.
 Capability to design and execute both
quantitative and qualitative research works
 Quoted frequently in media on IT and telecom
industry

20. Phone: +91-98-104-99820
Email: mail@algorithmindia.com
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