Brand Health Research Premium Shampoo Brands

Project Group E Group 9 : MR A Group 1 : MR B

Background
An FMCG company wants to launch a premium shampoo comparable to Dove, LOreal etc

Before launch, company wants to perform a baseline brand health survey of existing premium brands
Findings will help company to decide on marketing mix for their new brand Will give them ideas on how to position & communicate the brand

OBJECTIVES
Business Objective:
To suitably decide a branding strategy for the new shampoo which is to be launched.

Research Objective: To determine the brand health of existing premium shampoo brands

RESEARCH DESIGN
Methodology
A quantitative study has been carried out online and face-to-face with the help of a structured questionnaire

Questionnaire has been administered to people who are regular users of premium brand of shampoos

Sample size: 150 Sample size calculated with error - 8% Urban shampoo penetration - 50% Confidence level - 95%.

0.08 X 0.08 =

1.96 * 1.96 * 0.5 * 0.5 N N = 150

Target Group
Gender: Male & Female Age: 18-35 years Category: SEC A & B Users of premium brand of shampoos Age
18-24 years 25-35 years

Gender
Male 43% Female 57%

51%

49%

Test Centers
For face-to-face interviews test centers chosen were: Sanquelim Panjim Calangute Other parts of North Goa For the online form, the locations of the respondents were primarily: Goa

Delhi
Mumbai

Questionnaire Design
Primary objective Gain in sight into the brand health of competing premium shampoos in the market Understand variable which may be of use when branding new shampoo to be launched Color Tagline Celebrity Association Value proposition Kind of advertising

Questionnaire Design
Questions primarily exploratory in nature Only 2 questions use a quantitative Likert scale to ascertain
Advertising likeability Trial and Reuse perception

Total 10 questions including demographic data collection

Data Coding
Age: 18 24 yrs. (1) 25 35 yrs. (2) Col 1

Sex: Male (1) Female (2) Col 2

How many times a week do you use a shampoo? Col 3
(1) (2) (3) (4) Once Twice Thrice More than thrice

Awareness Age
1 2 2 1 1 2 1 2 2 1

Aided recall Spon 2

5 6 5 6 1 1 6 5 6 6

Sex
2 1 2 1 2 1 2 1 1 2

Frequency of use
3 1 2 3 1 4 2 2 4 4

TOM
1 1 6 1 6 6 3 2 6 3

Spon 1
2 6 3 4 6 2 6 3 5 6

Dove
1 1 1 1 1 1 1 1 0 1

Garnier Fructis
2 2 2 2 2 2 2 2 0 0

L'oreal
3 3 3 3 0 3 3 3 0 0

Fiama
4 4 4 4 0 4 4 4 0 0

Pantene
5 5 5 5 0 0 5 5 0 0

1
1 1

1
2 1

4
3 2

6
3 6

2
6 6

1
6 6

1
1 1

2
2 2

3
3 3

4
4 4

5
5 5

Code 1

Brand Dove

2
3 4 5

Garnier Fructis
LOreal Fiama Di Wills Pantene

Others

Brand recall
Total Recall for 159 Responses
25% 20% 15% 10% 5% 0% 4% 3% 21% 18% 13% 13% 12% 12%

- Dove has Total Recall of 21% out of 159 Response - Dove also has 40% TOM recall out of 53 responses

1%

1%

1%

1%

1%

1%

Top of The Mind recall

4% 4% 4% 2% DOVE L'OREAL PANTENE 40%

The strongest brand in consumers mind Is Dove which can be observed from its High TOM recall

8% 9% 13% 17%

GARNIER
H&S CLINIC PLUS FIAMA

SUNSILK
WELLA

BRAND COLOUR ASSOCIATION-L'OREAL

2% 4% 2% 2% 2% 2% 2% RED WHITE 34% PINK BLACK BROWN YELLOW 9% NONE 23% ORANGE GREEN

BRAND COLOUR ASSOCIATION-GARNIER

4% 2%

4% 8% 8%

GREEN BLACK WHITE 94%

4% 4% 6% 8% 8% 8% 9%

BRAND COLOUR ASSOCIATION-FIAMA

2% BLUE WHITE 32% ORANGE PURPLE GREEN BLACK 21% NONE RED

BRAND COLOUR ASSOCIATION-PANTENE

2% 2% 6% 13% 70% 2% 2% 2% 2% WHITE BLACK BLUE BROWN PINK GREEN PURPLE PEACH

BRAND COLOUR ASSOCIATIONDOVE

4%

2%

2% 2%

2%

WHITE BLUE 19%

BLACK
GREY BROWN NONE PEACH

70%

- Different Brands have different color associated with it. - It is a strong parameter for branding and one should take care of it while selecting a suitable colour for launching a new shampoo. This is to make sure that it is not confused with existing brands

120%

TagLine Recall- All Brands

100%
36% 30% 30% 51% 49% NO YES 40% 64% 20% 70% 70%

80%

60%

49%

51%

0% DOVE GARNIER L'OREAL FIAMA PANTENE

DOVE: Most recommended shampoo by Indian women GARNIER: Take Care L'OREAL: Because youre worth it FIAMA: Beautiful you. Today, Tomorrow PANTENE: "Hair so Healthy, it Shines

- Short and Simple taglines are easily remembered which can be seen from the fact that Garnier and Loreal taglines have the highest recall of 70% - One should carefully choose the taglines and place them strategically in advertisements to increase the brand recall and awareness

Celebrity AssociationL'OREAL
4% 2% 2% AISHWARYA NONE 23% NOT ABLE TO RECALL 70% SUSHMITA LARA

Celebrity AssociationGARNIER
4% 4% 4% 8% 17% 60% 2% 2% NONE NOT ABLE TO RECALL JOHN KAREENA PRIYANKA

2%

Celebrity AssociationFIAMA
2% 2% DEEPIKA NONE 11% 47% NOT ABLE TO RECALL KAREENA KATRINA

4% 4%

Celebrity AssociationPANTENE
2% 2% 2% NONE SHILPA 34% 15% NOT ABLE TO RECALL BIPASHA 34% KATRINA 4%

2% 4%

30%

Celebrity Association-DOVE
2% 2% 2% 4% 4% 4% 4% 8% 58% 11% 2% NONE NOT ABLE TO RECALL COMMON WOMAN COMMON MAN ANUSHKA SONAM VIDYA SHRUTI DEEPIKA

SHILPA
Ruhi Singh ;P

This response tells us about the true picture of the brand in consumers mind Loreal has huge celebrity association of 70% with Aishwarya Rai. All the other 4 brands do not have such high (rather some have NO assocation with any celebrity) association Thus celebrity association doesnt play a large role in success or failure of a brand

Analysis
Trial
No of people who have tried the brand at least once
Trial

Reuse
No of people who have purchased the brand again
Reuse

26%

31%

Dove Fiama L'Oreal Garnier

16% 26%

Dove Fiama L'Oreal Garnier Pantene

25%
19% 14%

14%

9%

20%

Pantene

Analysis
For awareness, trial & reuse
Chi square: those using a particular brand awareness, trial and re-use of the other brands Intention to use a brand
% of responses for each brand
Intention to use

36%

26%

Dove Fiama L'Oreal

11% 13%

Garnier Pantene

14%

Analysis
For word association to brands
Normalization Index Analysis
Dove Fresh Garnier + Fiama LOreal ++ Pantene

Mild
Pure Healthy Strong Natural Soft Shine Silky

++
+ + ++ + ++ + ++ + ++

+
+ + + ++

Analysis
For message conveyed
Normalization Index Analysis
Dov e ++ ++ + Garni Fia er ma ++ + + ++ LOre Pante al ne +

High quality Offers something different Meant for women Effective against dandruff Brand that cares Prevents hair fall Offers complete hair solution

+
+ ++ +

Analysis
Normalization Index analysis To identify strengths & weaknesses of brands
Attributes Gives good value for money Is gentle on my hair Used by young people Has attractive packaging Stylish people use this shampoo I associate this shampoo with adventure Is a trustworthy brand Has a very appealing fragrance What is claimed in advertisements is true Is a shampoo for the whole family Makes me feel confident Is a prestigious brand This shampoo protects my hair ++ Dove ++ ---Garnier Fiama ++ + +++ + LOreal Pantene + -+ +++ --

++

--

-++

++

Strengths-Weakness graph for Dove

Strengths gentle Trust on advertisements Hair Protection

Improvement areas for Dove

Unattractive packaging Not stylish less association with adventure Weakness

Not Important

Important

Analysis Except Pantene, no brand is considered to be a good value for money No brand is considered to be completely trustworthy, because probably brand loyalty is less and people tend to switch brands quite often. No brand reflects a very unique fragrance