HUL is planning to launch Tresemme sachets to increase trial, visibility, and compete with other premium brands. A research proposal outlines objectives to understand the impact of the sachet launch on awareness, trial, and brand imagery in large metros and new markets. The research will use quantitative and qualitative methods including pre- and post-launch surveys in large metros and a post-launch survey in other markets. The total estimated cost is Rs. 23.7 million.

1. RESEARCH PROPOSAL
FOR TRESEMME SACHET
LAUNCH
Group Members:
Debjyoti Sarkar
Luna Baroi
Sinchan Bandyopadhyay
Sumeet Agarwal

2. RESEARCH BACKGROUND &
OBJECTIVES
HUL is the largest FMCG company in India and has many well known
brands of shampoos available in the market
Tresemme is a comparatively new and premium brand
HUL is planning to launch Tresemme sachet in 53 (10,00,000+
population) markets and Tresemme bottles in mini metros(except the
9 large metros)
In terms of awareness and ever tried the performance of the brand is
unsatisfactory
Tresemme has badly failed to meet the sales target in North and West
India while it has been short by 20% in East and South India (FY13-14)
Tresemme has tried to position itself as a “hair expert that gives a
salon like experience at home”

3. HUL wants to launch this brand in sachet because:
 Increase trial
 Increase Visibility
 Compete with other premium brands
 Reach out to more number of customers
 HUL wants to do the brand health study to understand the reasons
for the low trial and post launch reactions of the users in small
metros and lapsers in large metros

4. RESEARCH OBJECTIVES
What is the change in awareness, trial, repeat, imagery etc. in large
metros?
What is the awareness, trial etc. generated in other markets due to
the launch?
Among those who have used or lapsed Tresemme, what is the
feedback on product experience?
In large metros is there any switch out or erosion of the brand
Tresemme due to the sachet launch?

5. RESEARCH OBJECTIVE & ACTION
STANDARDS
Business Objective
Change of brand imagery due to sachet launch
Research Objective
Conduct a brand health research in the key markets and subgroups
of relevant target groups to diagnose the trial, awareness etc.
Action standards:
for zone wise analysis, an error of 5% with 95% CI has been taken &
we got a sample size of 400 in each zone
For large metros, a sample size of 285 has been taken for Delhi &
Mumbai & for rest, sample size of 185 has taken for pre launch & for
post launch 400 has been taken for Delhi & Mumbai, for rest 200

6. RESEARCH DESIGN
CONSIDERATIONS
Target group:
The research be conducted only among the category users
-Sec A/B
-Young/middle aged women/housewives
-Decision maker and/or purchaser of shampoo in the household
-User of high/mid priced shampoo
-Uses shampoo at least once a week

7. Each market will be subdivided in Sec A and Sec B. Each section will be again
subdivided in young and middle aged. Sample size for each section is 100
and for young aged and middle aged the sample size is 50
Zone Markets Sample size Cost/sample Total cost
EAST PATNA 200 750 150000
GUWAHATI 200 750 150000
WEST NASIK 200 750 150000
RAJKOT 200 750 150000
SOUTH MADURAI 200 750 150000
THRISSUR 200 750 150000
NORTH KANPUR 200 750 150000
AGRA 200 750 150000
TOTAL 1600 1200000
SAMPLE SIZE

8. LARGE
METROS
PRE POST TOTAL Cost/sam
ple
Total Cost
DELHI Sec A young 285 70 400 100 685 500 85000
Middle
aged
70 100 500 85000
Sec B young 75 100 500 87500
Middle
aged
70 100 500 85000
MUMBAI Sec A young 285 70 400 100 685 500 85000
Middle
aged
70 100 500 85000
Sec B young 75 100 500 87500
Middle
aged
70 100 500 85000
KOLKATA Sec A young 185 45 200 50 385 500 47500
Middle
aged
45 50 500 47500
Sec B young 50 50 500 50000
Middle
aged
45 50 500 47500
CHENNAI Sec A young 185 45 200 50 385 500 47500
Middle
aged
45 50 500 47500

9. SAMPLE DISTRIBUTION
In depth interview will be done in 4 metros i.e. Delhi, Mumbai, Kolkata
and Chennai
For pre launch study
We took sample size of 940
For post launch study
We took sample size of 1200
For zone wise analysis
We took sample size of 1600 dividing in equal proportions

10. METHODS USED:
For change in awareness , trial etc. in large metros a pre and post
launch primary quantitative research with multiple cross sectional
study is required
To measure the awareness, trail generated due to sachet launch, a
large scale primary research is required after 30days of launch in
other markets
For feedback among lapsers of Tresemme, from the quantitative
study we will choose the lapsers and conduct a in depth interview
We can check is brand erosion happening or not by the above cross
sectional study, however we have to do longitudinal study to
understand the switch outs

11. CONT.
In Delhi and Mumbai we took sample size of 685 each for larger size
of target group for pre and post launch of sachet
Because pre launch is less important than post launch, we took more
sample in post launch phase for large metros
We will use random sampling technique to determine the change in
awareness, trial etc. in large metros and new markets such as
telephone directory, voter card list etc.

12. INFORMATION AREAS
Recruitment:
-Sec
-Gender
-Age
-Shampoo users
Main:
-Top of the mind awareness
-Aided Awareness
-MOUB
-Trial
-Repeat Purchase
-Intention to buy in future
-Physical presence
-Preferred SKU
-Shine, moisturizer, cleanliness, smell,
nourishment

13. COST INVOLVEMENT
Total cost:
1200000 + 1070000 + 100000 = 2370000
Large metro pre and post research: 1070000
Other markets : 1200000
In depth interview: 100000

14. THANK YOU