unilever-final version
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8/7/2019 Unilever-FINAL VERSION
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Dhruv Agarwal- 01Ashish Arya- 06
Pravin Bapna- 12
Pallavi Bhosale-14
Bharat Chawla- 18
Mansi Choksey 19
Keyur Doshi- 24
Dipti Tripathi-83Swaroop Subramanian- 78
Rahul Shah- 68
Lokesh Vasudeva 85
Neha Dhawan- Retail -6
Neha Lohiya Retail - 13
Vandana Dubey- 26Pallavi Kaul - 37
Alhad Palekar- 54
Jasleen Parmar- 56
Prakruti Shah- 67
Prashant Sharma- 70
Bharat Suvarna- 79
17th November, 2010
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Business Problem: Converting machine users
from hand-wash powders to machine
powders
Task: To find consumer insights and understand
consumer behavior through market researchto achieve the above objective
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Target Segment SEC A and SEC B
Sample Size 71
Research place - Mumbai
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9%
13%
17%
17%
16%
14%
7%7%
Age Dispersion
20-25 25-30 30-35 35-40
40-45 45-50 50-55 55 above
20%
80%
Gender Dispersion
Male
Female
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6%
94%
Do you use different powders for Bucket
washing and Machine Washing?
Yes
No
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3%
53%
44%
Which of the following do you
use for washing clothes?
Soap Detergent Powder Both
14%
86%
Are you using washing
machine powders?
Yes No
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14%
20%
13%
56%
0%
10%
20%
30%
40%
50%
60%
High Price Low Utility Perception of bettercleaning in hand wash Not Aware of productand it's benefits
Reasons for not using Washing Machine Powders
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25%1%
1%26%23%
10%
14%
Brand Mention
Surf Excel
Surf excel Matic
Surf Excel Blue
Tide
Ariel
Rin
Others(Henko, Wheel, Nirma,
Ezee, Fena etc.)
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68%
%
3%7%
TopRank for Parameters
Stain Removal Prevent Color Fading/ Retain whitenessGood Smell Soft on Clothes
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23%
44%
4%
8%6% 4% 4% 6%
0%
5%
10%
15%
20%
25%
30%
35%40%
45%
50%
Ti rf xc l rf xc l
atic
ri l ri l
atic
i H k l
Current Detergent used
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23%
55%
25% 25%
17%
38%
0%
10%
20%
30%
40%
50%
60%
Easily
Available
Effective
Stain
removal
Less color
fading/More
whiteness
Good smell Price Using since
many years
Reason for using current brand of detergent
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24%
7 %
Changed DetergentRecently?
Yes
No
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71%
12%
18%
6%
24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Try new brand Quality
degradation of
the currentproduct
Cost effective Price Hike of the
current
detergent
Less
efforts/Gentle
on hands
Reasons for change of detergent
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From consumers using machine powders
Regular detergent powder produces too much foam - bad formachine.
Machine powder forms less foam does not affect life of machine
Machine powder doesnt damage clothes
Regular detergent powder doesnt mix with cold water, it tends toform granules. Machine powder easily mixes with water and hence
solves this problem.From consumersNOTusing machine powders
Machine powders have very low utility(can be used only for machinepurpose)
Machines do not clean as well as hand washing, especially forcollars, cuffs etc.
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Main source of information is advertising but word of mouth
is also given importance by the consumer.
Existing users are not price sensitive. They are moreconcerned about quality of machine wash, life of machineand the life of the clothes.
Repeat buying is usually out of habit. But consumers arelikely to try new products under the influence ofadvertisements. Thus, many consumers use multiple brandsat the same time.
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High price is a major factor which deters buying.
People are hesitant to try something that is so costly for the firsttime. Also the size of the pack( which is not less than 500g) acts as adeterrent.
Most households have maids who hand-wash clothes and also operatewashing machine. Housewives feel that the maids use excessivepowder and waste it. Hence, they are reluctant to give them anexpensive detergent powder.
Many people use washing machines mainly for drying clothes or forwashing heavy clothes like curtains, bed sheets etc. once or twice aweek. Hence they do not buy a separate machine powder.
Very low awareness Some people are not aware that different powders for machines and hand
wash exist People who are aware dont know the benefits (or differences) offered
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Sales promotion by sending small sachets with newspapers
to induce trial. Simultaneously ,introduce smaller 250 gmSKU to induce people to buy post trial.
Tie up with Washing Machine Companies like Whirlpool.
Give discount to current users for recommending theproduct to other people. (word of mouth publicity).
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Promotion through popular TV shows: Bigg Boss, Tarak Mehta Ka
Ooltah Chashma, Sasural Genda Phool.
e.g. In Big Boss, the inmates compete with a washing machineusing Surf Excel Matic.
Demonstrations in housing societies like Parsi Colony-
Dadar, Thakur Complex-Kandivili, Raheja Estate-Hiranandani
Powai for housewivesA promotional van with a washing machine will visit different
localities to give a live demo of effective washing using Surf ExcelMatic. Also free sachets will be given to the people present there.
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Communicating benefits in Advertising
Existing advertising does not specify sodium silicate ingredient
(corrosion inhibitor) which is the USP of the machine powder.Communicate benefits through advertising. E.g. Surf ExcelMatic extends the life of your machine.
Consumers problems with the regular detergent powder can be
addressed in the advertisements.e.g. the powder doesnt mix with cold water in machine andtends to form granules. Such a problem can be resolved usingSurf Excel Matic.
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Communicate that generation of foam does not imply better
wash. In fact, too much lather/foam in a machine leads toineffective cleaning. Machine powder generates less foam
and hence leads to effective cleaning.
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