CASE ANALYSIS ON SYD COMPANY

SUBMITTED BY:SARANKUMAR REDDY NISHANT DUBEY GAURAV SHUKLA NEERAJ GUPTHA RAHUL SRIVASTAVA SUBHAY SINGH

CASE ANALYSIS ON SYD COMPANY

SUBMITTED BY:SARANKUMAR REDDY NISHANT DUBEY GAURAV SHUKLA NEERAJ GUPTHA RAHUL SRIVASTAVA SUBHAY SINGH

INTRODUCTION & OBJECTIVE OF THE SYD COMPANY

 Syd Company is diversified manufacturer of consumer packaged goods.  At present the firm has shampoo in its product line.

no womens

 Company met with a small firm (FC ASSOCIATE) for its MARKETING RESEARCH on its newly launching Shampoo for Women.

DESIRED CHARACTERISTIC BEHIND THE SHAMPOOS RESEARCH

SID COMPANY had conducted a series of

INTERVIEWS with a small group of women

Based on the INTERVIEWS this company

came to a desired characteristic known as BODY (apparently connoting hair thickness or fullness)

HIGHLIGHTED MANAGERIAL PROBLEMS DURING INITIAL CONVERSATION BETWEEN SYD AND FC ASS0CIATES
Is the market for this product large enough to justify its commercialization? What benefits in addition to body should be incorporated into the new shampoo? What are the characteristics (product usage, hair type, demographics) of people who are particularly attracted to a shampoo with body ? How would the concept of body in shampoo be communicated; what does the consumer mean by body in shampoo?

PROBLEM STRUCTURING
THE FIRM FACED THREE PRIMARY COURSES OF ACTION:
 Continue the technical development of a new shampoo that delivers the consumer benefit (body).  Terminate technical development related to this characteristic and switch efforts to some other shampoo benefit.  Discontinue all the efforts in women s shampoo products.

CONTINUATION OF TECHNICAL DEVELOPMENT ON |BODY}

It is based on two considerations:
 That new product can be developed successfully from a technical standpoint.  And the new product can be sold in sufficient quantities to justify future development outlays, start-up expense, ongoing production and marketing costs, plus earning an appropriate return on invested funds.

COST AND VALUE OF MARKETING RESEARCH

 Rough estimation of the cost versus value of additional information  It created a Question in researchers mind that what kind of research should be done  The answer to this Question will gives the answers to the managements questions  The marketing personnel and FC Assocs came to a consensus that to undergo the EXPLORATORY STUDY based on the following:

CONTDuu
 What should be the main study cover?  How could managements questions be translated into a research design?  What additional raised?

questions

should

be

RESEARCH DESIGN
 The pilot research was the need for FC to translate managements questions into operational terms.  In the process, to develop additional questions of relevance to the design of the main piece of the research that would be undertaken after the pilot results were analyzed.  The principal focus of the exploratory research was to be on shampoo benefits.

CONTDuu
 In preliminary consumer group interviews

the clients marketing research personnel had assembled a list of approximately 30 benefits  After removing and reducing the redundant/ less importance, they prepared a table from 1 to 16 benefits.  After the analysis this list has been short listed that, the preliminary research seemed to indicate that the first 10 benefits were probably the most important of the 16.  The preliminary research suggested that the first six benefits probably constituted the CORE SET

CONTDuu
THE LIST OF HAIR SHAMPOO BENEFITS USED IN QUESTIONNAIRE:
1. Hair stay clean a long time 2. Hair stays free of dandruff or flaking 3. Hair that looks feels natural 4. Hair that has a body 5. Manageable hair that goes where you want it 6. Hair with sheen or luster 7. 8. 9. 10. 11. 12. 13. 14. 15. 16.

Hair with no split ends Hair with enough protein Hair that doesn t get oily fast Hair that s not too dry Hair with fullness Hair that s not frizzy Hair that holds a set Hair with a texture Hair that s easy to comb when it dries Hair that looks free and casual

SAMPLING PLAN
 TARGET

POPULATION:- Young female adults . (AGED 18-30) FRAME:- BOMBAY PEOPLE

 SAMPLING

 SAMPLE SELECTION:- PROBABILITY SAMPLING  SAMPLE

SIZE:-

60-40 split between married and single

KEY RESEARCH QUESTIONS

Emphasis placed on product benefit preferences, particularly the benefit of body 1. How do consumers of hair shampoo perceive various benefits as commonly (or rarely) available in shampoos currently on the market? 2. Given the freedom to make up her own ideal shampoo, what bundles of benefits do consumers want? Specifically, how often is body included in their ideal benefit bundles? 3. Assuming that a consumer desired and could get a shampoo that delivered body, what other benefits are also desired in the same brand? 4. What is conjured up by the phrase shampoo body and its various connotationsthat is, what words are elicited on a free association basis? 5. How do preferences for body in the shampoo relate to A. Frequency of hair shampooing (i.e., heavy vs. light users of shampoos)? B. Perception of its availability in current shampoos? C. Preference to other benefits in addition to body? D. Hair physiology and wearing style? E. Demographics (i.e., age, marital status, education etc.)?

CONDITIONS IN TESTING
 Respondent should shampoo their hair at least

twice a month, on the average.

 Questionnaire was administered on a personal,

in-the-home basis by the interviewers.

 Respondents were drawn from the city on a

purposive basis.

 Interview time averaged about half an hour;

all data were collected over a span of one week.