The research proposal summarizes the objectives of conducting market research for TRESemmé's plan to launch sachet-sized products. The objectives are to measure changes in brand awareness, trial rates, and brand image after the launch. A mixed methodology is proposed, using quantitative surveys before and after the launch in major cities, and also in smaller cities, along with qualitative focus groups. The proposal outlines target audiences, sample sizes, research areas, timelines, costs and client requirements.

1. Research Proposal -
TRESemmé
Market ResearchAssignment 1
Group 03

2. Research Background & Objectives
▪ Unilever is a leading multinational consumer goods company whose products include Food,
Beverages, Cleaning Agents & Personal care products.
▪ TRESemmé is a leading hair care brand dedicated to deliver quality salon-like hair care at
home. Owned by Unilever since 2010.
▪ Plan to launchTRESemmé in the form of sachets in all the 53 10lakh+ population metros at
Rs 4/- for a sachet of 8 gm
▪ Purpose of the launch, as per client:
 To increase visibility of the brand (and hence, awareness)
 To increase trials
 To increase up-trading
• Possibility:The prestigious imagery ofTRESemmé would suffer erosion after it is launched in
sachets
• The client requires a detailed brand health study to be done just after 30 days of sachet
launch

3. Research Background & Objectives
• Translating the marketing objectives of the Client into appropriate research objectives :
 To measure the change in Awareness, Trial, Repeat, Imagery etc in the large metros
(whereTRESemmé was already there in bottles)
 To measure the absolute levels of Awareness, Trial, Repeat, Imagery etc in the other
markets
 To have a detailed understanding of the product experience and the triggers and
barriers of usingTRESemmé

4. Research Considerations & Action Standard/s
o In order for the new SKU launch to be successful, it will have to score low on brand dilution and
extremely high on barrier to try product :
 Purchase Intention
 Product Image
 Product attributes like appearance, packaging, fluidity , texture etc.
o Launch the new SKU (Action) if it attracts more buyers(in terms of sales numbers) to the existing SKU
(Result):
 If not, then SKU could be done away with
 The new SKU has to increase percentage of users.
o Some of the success parameters that we would be considering for assessment are:
o Usage
o Brand Awareness
o Brand Loyalty
o Consumer Preference
o Buying behavior
o All percentage figures would be checked at 95% confidence level to give a meaningful read to the data

5. RESEARCH DESIGN

6. Target Respondents & Sample Size
Target Group :
SEC SEGMENT : A & B
AGE : 20 – 45
GENDER : FEMALE
▪ Agenda 1 : Absolute change in trial & Repurchase levels of the brand pre & post launch
of sachets in large metros
▪ Agenda 2 : User Percentage of trial level for sachets and bottles post launch of the
brand in small cities
▪ Agenda 3: Brand Dilution – Assess change in consumer perception of brand image pre
& post launch of sachets in large metros
Methodology :
Agenda 1 : quantitative research (Paper and Pencil Interviewing(PAPI)
Agenda 2 : quantitative research (Paper and Pencil Interviewing(PAPI)
Agenda 3 : qualitative research ( Focus Group Discussions)

7. Research Design Considerations
• Location : Delhi , Mumbai , Bangalore
• Sample Size : 350 in each locationAgenda 1
• Location : Lucknow , Amritsar , Jamshedur, Raipur ,
Nashik ,Vijayawada, Nagpur, Coimbatore
• Sample Size : 200 in each location
Agenda 2
• Location : Delhi , Mumbai , Bangalore
• 4 FGDs in each locationAgenda 3

8. Research Design Considerations
▪ Agenda 1 : PAPI
SECA , Middle –AgedWomen ( 30-40 years) : 100 respondents
SEC B , Middle –AgedWomen ( 30-40 years) : 100 respondents
SECA ,YoungAdultWomen ( 20-30 years) : 75 respondents
SEC B ,YoungAdultWomen ( 20-30 years) : 75 respondents
▪ Agenda 2 : PAPI
SECA , Middle –AgedWomen ( 30-40 years) : 60 respondents
SEC B , Middle –AgedWomen ( 30-40 years) : 40 respondents
SECA ,YoungAdultWomen ( 20-30 years) : 60 respondents
SEC B ,YoungAdultWomen ( 20-30 years) : 40 respondents
▪ Agenda 3 : FGD
SECA , Middle –AgedWomen ( 30-40 years) : 1 Group
SEC B , Middle –AgedWomen ( 30-40 years) : 1 Group
SECA ,YoungAdultWomen ( 20-30 years) : 1 Group
SEC B ,YoungAdultWomen ( 20-30 years) : 1Group

9. INFORMATION AREAS

10. Information Areas
o Demographics
o Brand awareness – Source of Information
o Brand usage – Trial , Repurchase
o Purchase intentions (using ‘7’ point interval rating scale)
o Consumer Perception regarding brand dilution
 Change in brand image among among consumer in metros
 Effect of a low-price SKU on Consumer Perception
o Purchase intention - ‘5’ point scale

11. TIME & COST INVOLVEMENT

12. Investment
Investment
o The total cost of the study would be INR 25,00,000. Of this,
o INR 24,00,000 would be field & tab cost(including consulting cost)
o Agenda 1: 3 Metro Cities (Mumbai, Bangalore, Delhi) quantitative
research done twice(pre and post) which adds up to
300*500*2=10,50,000
o Agenda 2: 8 tier 2 cities which are split as per North(Lucknow, Amritsar)
West(Jaipur, Nashik), East(Jamshedpur), South(Coimbatore,
Vijayawada), Central(Nagpur): 200*700*8=11,20,000
o Agenda 3: 4 Focus Group Discussions in the 3 above metro cities which
would cost :30,000*4*3=3,60,000
•TIMELINES
o We would require 8 weeks for completion

13. Requirement from the Client
o The product sample needs to be provided by the Client.
 1200 sachets
 120 bottles
 Secondary and primary sales data