Exercises for session on market research

1.Knorr Soupy Noodles

In the instant noodles category, Maggi Noodles has a very dominant market
share. Maggi lost ground when it was absent from the market in 2015, but
since then has recovered. Consequently, other brands have been losing share.
Suppose that Unilever would like to carry out a study to determine what they
can do to increase preference and market share for Knorr Soupy Noodles.
Please suggest a design for carrying out such a study.

2.Body lotion
A major FMCG player (eg Marico, Wipro) is getting into Body Lotion and
wishes to launch a mass body lotion brand which will be distinctive and
connote ‘ naturalness’. Its pricing will be fairly aggressive, at around 10% lower
than Vaseline Body Lotion.
The marketer wants to check whether a specific ‘Indian ’ name or a specific
English name is a better option. This name will be prominently displayed on
the pack, with the name of the company in much smaller font just below.
Neither the English nor the Indian name is well known to the consumer.
How would you carry out such a study?

3.Low alcohol premix drink

The company is already present in the alcoholic drinks category in India. They
are thinking of launching a range of low alcohol premixed drinks in India in the
major cities. Flavours could include internationally accepted flavours (eg
cranberry, apple, etc) or Indian flavours (eg Mango, Kokum etc).
They would like to carry out a study to firm up decisions on product:
- Which flavours to launch?
- What should be the alcoholic strength?
4.The Chinese threat

A major Indian player (eg Syska, Philips) in the LED bulbs category is worried
about the threat from low cost Chinese competitors. The Chinese bulbs are
cheaper, but do not last as long as our bulbs.

How would you carry out a research study to help the company come up with
a strategy?

Disclaimer: Cases are only for discussion in the classroom and are not based on any
particular research brief or study.