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A)

The information that should be collected by the company for launching dishwashing bars,
liquid gel and automatic dishwashers are:

 The transition in the needs of the Indian household kitchens.

 Pricing strategy on the basis of customer’s perception.
 Information related to different segments and target market.
 Competitors in the market.
 Buying pattern of the consumers.
 Innovations in the Indian kitchens.
 Food habits of the Indian consumers.
 Size of the Indian dishwashing market.
 Needs of the different classes of Indian households.
 Perception of the consumers towards these products.

Information related to dishwashing bars:

 The target segment i.e. the middle and the lower class family.
 The company should focus on the hygiene factor.
 It is mentioned in the case the bars were facing the problem of sogginess because they
were kept near sink, so this can be considered by the company so that they can use
polythene covers for the bars.
 It is a low involvement product and is a value for money product.
 The pricing should also be considered as the target segment is from middle and lower
class families so it should be economical.
 They should consider the increasing marketplace for the dishwashers.

Information related to liquid gels:

 They can target the upper class and middle class family.
 The families have now shifted from just washing their utensils by chemicals to using
herbal products if it comes to housewifes.
 The upper class families are now interested in using gels which are hygienic as well
have better fragrance.
 They can launch a liquid gel containing disinfectant.
 They can launch a multipurpose gel that can be used for washing utensils as well as
sinks and slabs.
 They should also consider the competitors in the liquid gel markets.

Information related to automatic dishwashers:

 The company should consider the innovations in the Indian kitchen.

  They should also focuses and study the eating habits of the customers. As it is
mentioned in the case that the food of a Indian customer is very greasy and oily, so
they can emphasize on this point.
 For automatic dishwashers the company can target the working people who have no
time to wash their utensils and the upper class families.
 They can also target hotels and hospitals for the dishwashers.
 They can use the perception of the Indian customer “my kind of washing” for
dishwashers. As they think that the greasy and oily utensils cannot be washed
properly by dishwashing bars and gels.

The information related to the dishwashing bars can be collected from asking questions or
floating questionnaires outside the stores like big bazaar etc.

For the liquid gels we can use quantitative research as the market size is large and we need
data from larger samples.

For the dishwashers, we can use qualitative research techniques, as the data or the
information that we need has to be taken from a single segment. For this we can also ask
questions to the customers outside the appliances store in order to know their perception
about using the automatic dishwashers.

All this information will help in:

 Better decision making as it will help in targeting the best suited segment for each
product and then launching each product accordingly as per the needs of different
segment.
 This will also decrease the risk of failure of the product.
 This information will help in making innovations in the product.
 This will also help in market and competitor analysis.
 It will help the company in analysing market trends.
2)

The important aspects that should be kept in mind while launching the brands in dishwashing
bars and liquid gels category are:

 The first and the most important thing is the “Brand Name” that will be given to our
brand. It should be catchy and little different.
 Second and the important factor is the positioning of the product in the minds of the
customer. The company should consider the factor that will differentiate the gel and
the dishwashing bar from rest of the competitors.
 What is the target segment and who are the target customer?
 The changing perception and the needs of the customers about the dishwashing bars
and liquid gels.
 What value does our product deliver to our customers? Is it as per their needs and
preferences or not?
 Deep study of the market and the competitors.
 The macro economic factors economic and political factors.
 What will the channels of communication that will be used by the company for
communicating with the market.
 The packaging of the product. Like mentioned in the case, it should contain a
polythene cover in order to prevent it from being soggy and unnecessary wastage.
 What promotional strategy will be used by the company.
 How distribution will be done?