sougata presentation 1

8/8/2019 SOUGATA Presentation 1

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Target respondenty Males & females between the ages of 16-35 yearsy Should belong to SEC-Ay Should be a regular visitor of CCDy Should have visited the CCDs where the consumer

activation was being conducted in April 2009 & haveverified seeing the activityy Males & females to be recruited in the ratio of 1 :3

Data AnalysisPie chartsColumn 2D graphsColumn 3D graphs



Data analysis

02

6802

6

Dove Garnier Fructis Fiama Di

Wills Clinic AllClear Sunsilk

6

8

2 2

Top of the mind brand



Data analysis (contd.)

0 10 20 30 40

Clinic All Clear Dove

Essenza Di WillsGarnier Fructis

Head & Shoulder Pantene

Sunsilk (Black)

Sunsilk (Pink)Sunsilk (Yellow)Sunsilk (Oran e)

Sunsilk (Golden Brown)Sunsilk (Blue)

Ultra DouxF D W (Blue)

F D W (Oran e)F D W (Pink)

F D W (White)Vivel (Blue)Vivel (Pink)

Vivel (Black)

32

30

7

31

31

2928

21

19

16

14

18

7

21

5

9

4

7

5

8

Ever Heard

0 5 10 15 20 25 30 35

Clinic All Clear Dove

Essenza Di Willsarnier r ctis

Head & Sho lder Pantene

S nsilk (Black)

S nsilk (Pink)S nsilk (Yellow)S nsilk ( O range)

S nsilk ( olden Brown)S nsilk (Bl e)

Ultra Do xD W (Bl e)

D W ( O range)D W (Pink)

D W (White)Vivel (Bl e)Vivel (Pink)

Vivel (Black)

3225

428

222

24

29

98

73

35

26

57

Ever Used




0

2

4

6

8

10

12

14

Withinthe lastweek

Withinthe last

2 weeks

In thelast 2 ²

3 weeks

In thelast 3 ²

4 weeks

Amonth

ago

2 ² 3 months back

3 - 6 months back

Morethan 6

months back

but lessthan ayear

Morethan ayear

back

0 0 0

1

4

7

2

14

4

FDW

0

1

2

3

4

5

6

7

Aqua Balance (Blue)

er a il (Oran e)

Volume Boost (Pink)

Silk Stron (White)

Awareness




0

0 .

1

1.

2

2.3

3.

4

4.

Aqua Balance (Blue)

Everyday Mild ( O range)

Volume Boost (Pink)

Silky Strong (White)

0

1

2

3

4

5

6

7

8

Withinthe last

week

Withinthe last

2weeks

In thelast 2 ² 3

weeks

In thelast 3 ² 4

weeks

Amonth

ago

2 ² 3 months

back

3 - 6 months

back

Morethan 6

months back butless thana year

Morethan a

year back

1

3

5

8

4

8

2

1

0

FDW

First time used




Bought it from theWills Lifestyle store

22%

Bought it from adepartmental store

19%

Bought it from a kiranastore5%

Bought it from thesupermarket

21%

Got it as a gift0%

Got a free sample from

Café Coffee Day32%

Got a free sample witha bill1%

PLACE




02468

1012

141618

Makes me alot morelikely to

consider this brand

Makes me alittle morelikely to

consider this brand

Makes nodifference to

me inconsideringthis brand

Actuallymakes me less

likely toconsider this

brand

3 4

18

7

The Activity




Fragrance0%

Colour0%

Transparency orLook 0%

Didn¶t know how theshampoo was

7%

Didn¶t want to changemy shampoo20%

Didn¶t get goodfeedback from friends

/ family0%Will use it after the

shampoo at home isfinished

27%

Suffer fromhairfall/dandruff &don¶t want to try a

new shampoo0%

Didn¶t want to try anew shampoo as mostshampoos don¶t suit

my hair 0% Forgot to use the

shampoo0%

O thers46%

9

15

Y es

No

Reasons for non usage of free sample




B etter than myMOUB

11%

As good as myMOUB

78%

L ittle worsethan MOUB

11%

Much worsethan MOUB

0%

o arison et een




Have not finishedthe currentshampoo

32%

Have not finished

the sample bottle41%

Others2 %

*Reasons relatedto FDW Shampoo

0%

10

22

Yes

No

Reasons for non purchase of FDW shampooeven after seeing the Consumer Activation



Data analysis (contd.)Comparative Analysis of different brands of shampoo

30

28

29

31

32

27

32

19

17

12

27

30

29

3132

28

32

32

19

27

32

2632

28

24

31

27

31

29

32

29

25

7

28

31

29

3028

26

19

28

24

21

26

2328

4

3

0

0

0

0

8

28

2

3

7

9

12

719

20

0

9

32

3

2

2126

8

5

18

15

21

31

32

31

32

9

27

28

29

3119

23

28

14

8

22

21

2532

0 20 40 60 80 100 120 140

Worth paying for

O ffers something different

Setting trends

Provides High Status

Is of Superior Quality

Has attractive packaging

Meant more for women

More visible in media / market

Most promotional activities

Combines nature & science

Daily usage

Soft hair

Silky & strong hair

Shiny hair Moisturised hair

Volume & bounce to hair

Gentle and Mild

Brand I would recommend

Easily available

Gives Multiple Benefits

Provides Nourishment

Makes good lather Good fragrance

Dove Garnier Fructis Pantene Fiama Di Wills




5

18 2131 32

8

31 32

9

23 1928 27 29 31

27

14 111 0

24

1 0

23

9 134 5 3 1

0

5

10

15

20

25

30

35

NY

The activity makes me feel that FDW is/has««



Data analysis (contd.)Reasons for starting to use the MOSTOFTEN USED SHAMPOO BRAND

Dove6% Garnier

Fructis9%

Sunsilk

28%Pantene13%Head &Shoulders

22%

Clinic AllClear22%

MOST OFTEN USED SHAMPOOBRAND

0

2

4

6

8

10

12

14

16

18

9

1

10

13

9

3

16

18




Dove12%

Garnier Fructis16%

nsil

Fiama DiWills

5

Head &Shoulders

13%

Clinic AllClear 6%

UB TITUTE- HAMPOO BRAND

Dove

Garnier Fr ctis

nsil

Pantene6%

Head & Shoulders6%

Clinic All Clear 10%

Fiama Di Wills

6%

UB TITUTE- HAMPOO BRAND

bstit te- & bstit te- hampoo

Brand




Reasons behind purchasing decision of abrand of shampoo

0

5

10

15

20

2521

11

19

10

3

13

2

25



Limitations of the Study

y Non response error

y Time constraint

y Geographical constraint

y O ther constraints



Recommendations based on findings

y

Fiama Di Wills (FDW) should create a good brand image like Dove& Garnier Fructisy Good Promotional activities should follow the consumer activationy Good advertisements to make brand awarenessy

FDW should not only be available in up- scale market, but all placesy FDW should not only be available in urban areas but also rural areasy FDW should be made easily available at all places (all sorts of

shops)

y Confidence & good faith about the brand needs to be installedamongst the end customers so that they believe in the brand

y Reasonable pricing may also help to increase the customer base for the brand

sougata presentation 1

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