Introduction:

The report aims to study the before and after sales of an advertisement for Fiama Di Wills soap
which ensures a soft, and whiter skin after use. The beauty care industry over the years has
flourished with products such as this, and believe that the new advertisement will hit the right note.
It also focuses on Dermatological care as it was found out that some soaps were favourable for those
with skin problems and Fiama was on the better side. The experiment will be a before –after design
experiment. Not going for full factorial, as it will be difficult to quantify impact if several parameters
are simultaneously changed.

Experimental Design:

Independent= Advertising through TV ads

Dependent= Sales

The test market is set to be Kerala and the advertising GRP (Gross Rating Point) are analysed to find
the effectiveness of Ads and the after sales data from various retailers are collected and evaluated
for the market experiment. The population of Kerala is roughly estimated to be 3 Crore.
Since the whole state of Kerala is considered for the experiment the whole state is large enough
to statistically determine.
The experiment designed would be in the model of before- after experiment. The change in sales
would be used to calculate the lift in sales during three months at which the experiment is set to
be conducted. The experiment certainly adheres to the first three rules of causality, but the
presence of external factors remain unexplained.
Anticipated Issues:

Here seasonality does not hold a major factor but the new market entrants and competition does
have a greater say with the sales. The price of the competitor possess a problem too.
As media spending is financially risky and involves a lot of risk it is usually well thought of before
such campaigns.
The experiment would give a fair idea on the efficiency of the advertisement in a national wide
campaign.
Experiment 2.0
A lot of purchasing is being done online but when it comes to simple groceries and household
people prefer the same old brick and mortar form of purchase. But people may come in to find
the different variants or new variants that is not available at their local store and buy them in bulk.
The advantage is that it is much cheaper than other forms of advertising.
Since w.r.t the product the best form of communicating with large number of audience is
Television.