Bay-Madison, Inc.

Submitted To:
Dr. M R Suresh
Submitted By:
Group -1
• Ankitha 19129
• Harshith H S 19141
• Monica P M 19150
• Naresh 19151
• Nishan 19153
• Syeda Zaiba 19180
 CASE FACTS

Initially Rill was used as a

Ellis Company launched a heavy-duty cleansing agent for It had a unique bleaching
product in 1923 named Rill removing dirt and stains from property which eliminated the
(powdered cleanser). porcelain, metal and ceramic necessity for scrubbing.
tile surfaces.

Rill was promoted as both a

In 1936, an ingredient was
added which imparted a light
and fluffy texture to textile
products washed in a mild
solution of Rill.
powdered cleanser and laundry
wash water additive in the
proportion:
• 50% - As a powdered cleanser
• 30% - As a laundry additive
• 20% - As Dual purpose
ISSUES

For past 5 years the company’s Which research agency should be

sales declined considerably selected to conduct the market
because of competition research of Rill powder?
 DECISION MAKING
The decision-making context
here is to understand from
the researches whether, Rill
should continue to be used as
a cleanser, a laundry additive
or a dual-purpose product.
National
Research
Associates
The company
needs to decide Progressive
among the 3 Research
shortlisted Groups
research firms:
H.J.Clifford
Research (Lack
of info)
 Established in 1954

THE
NATIONAL leader in USA for field research

RESEARCH
ASSOCIATE Conducted almost 400 separate and
varied research projects.
S
Serves as a training platform for graduate
students in the department of social
psychology.
Research Objective:
• To know present position of RILL in the market compared to the competitors.
• The reason for current position of RILL, in different markets.
• To see consumer habits and practices for the same.
• To find consumer attitudes, opinions and motivations
• To evaluate advertising themes and approaches used by Rill
• An assessment of Rill packages.

Additional tests:
• The Personification Test
• The Thematic Apperception Test
• Word Association Test
• The Semantic Differential Test
 Started its operation in 1948

It is one of the oldest marketing research

PROGRESSIVE companies.

RESEARCH
GROUP The company possesses the most advanced
computer equipment in the country continuous
improvement is being adopted.

Helped them to prepare economical, complete

and detailed client report.
 Research Objective

• A cleaning
• Habit pattern on laundry additives
consumer study covering the major areas of behaviour and attitude
including:
• Brand personality and image for each of several cleansers
• Brand personality and image for each of several laundry
additive products
• Habit pattern on home
 PROPOSAL THE NATIONAL RESEARCH PROGRESSIVE
FACTOR ASSOCIATES RESEARCH GROUP

Sample size 2,275 housewives weighted, 750 housewives

national sample Probability sampling
Time 12 weeks 12 weeks
Estimated cost $ 52,000 $ 23,900
455 Market survey + 88 723 field staff workers +
Employee strength intensive study 20 regional supervisors
Comparison
• Advanced computer
Unique Selling Long-term continuous equipment
Preposition relationships with clients • Highly qualified staff

→ Group interview ,
→ Face to Face interviews Questionnaire
Methodology → Intensive interview study → Single/multiple field
→ Standard Psychological tests tests
→ Laboratory study
 ERRORS COMPARISON
Type of error THE NATIONAL PROGRESSIVE RESEARCH
RESEARCH ASSOCIATES GROUP

Selection Error

Population specification
error
Response error

Surrogative info error

=has error = no error

 Go ahead with National Research Associates.

They have a large sample due to which the results

would be better.

Better decision making with high level of confidence.

CONCLUSION
The research carried out is extensive and
comprehensive.

Facilitates for testing.

It will stick to the time constraints also

 Should they go for Distribution, Packaging, Competitor Analysis,
simultaneous promotion Pricing and Market Analysis.
or separate promotional Merchandising issues.
approach?
RECOMMENDATIONS

Consumer panel
approach can be followed
Thank You