Unilever-FINAL VERSION

8/7/2019 Unilever-FINAL VERSION

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Dhruv Agarwal- 01Ashish Arya- 06

Pravin Bapna- 12

Pallavi Bhosale-14

Bharat Chawla- 18

Mansi Choksey 19

Keyur Doshi- 24

Dipti Tripathi-83Swaroop Subramanian- 78

Rahul Shah- 68

Lokesh Vasudeva 85

Neha Dhawan- Retail -6

Neha Lohiya Retail - 13

Vandana Dubey- 26Pallavi Kaul - 37

Alhad Palekar- 54

Jasleen Parmar- 56

Prakruti Shah- 67

Prashant Sharma- 70

Bharat Suvarna- 79

17th November, 2010


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Business Problem: Converting machine users

from hand-wash powders to machine

powders

Task: To find consumer insights and understand

consumer behavior through market researchto achieve the above objective


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Target Segment SEC A and SEC B

Sample Size 71

Research place - Mumbai


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9%

13%

17%

17%

16%

14%

7%7%

Age Dispersion

20-25 25-30 30-35 35-40

40-45 45-50 50-55 55 above

20%

80%

Gender Dispersion

Male

Female


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6%

94%

Do you use different powders for Bucket

washing and Machine Washing?

Yes

No


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3%

53%

44%

Which of the following do you

use for washing clothes?

Soap Detergent Powder Both

14%

86%

Are you using washing

machine powders?

Yes No


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14%

20%

13%

56%

0%

10%

20%

30%

40%

50%

60%

High Price Low Utility Perception of bettercleaning in hand wash Not Aware of productand it's benefits

Reasons for not using Washing Machine Powders


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25%1%

1%26%23%

10%

14%

Brand Mention

Surf Excel

Surf excel Matic

Surf Excel Blue

Tide

Ariel

Rin

Others(Henko, Wheel, Nirma,

Ezee, Fena etc.)


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68%

%

3%7%

TopRank for Parameters

Stain Removal Prevent Color Fading/ Retain whitenessGood Smell Soft on Clothes


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23%

44%

4%

8%6% 4% 4% 6%

0%

5%

10%

15%

20%

25%

30%

35%40%

45%

50%

Ti rf xc l rf xc l

atic

ri l ri l

atic

i H k l

Current Detergent used


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23%

55%

25% 25%

17%

38%

0%

10%

20%

30%

40%

50%

60%

Easily

Available

Effective

Stain

removal

Less color

fading/More

whiteness

Good smell Price Using since

many years

Reason for using current brand of detergent


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24%

7 %

Changed DetergentRecently?

Yes

No


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71%

12%

18%

6%

24%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Try new brand Quality

degradation of

the currentproduct

Cost effective Price Hike of the

current

detergent

Less

efforts/Gentle

on hands

Reasons for change of detergent


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From consumers using machine powders

Regular detergent powder produces too much foam - bad formachine.

Machine powder forms less foam does not affect life of machine

Machine powder doesnt damage clothes

Regular detergent powder doesnt mix with cold water, it tends toform granules. Machine powder easily mixes with water and hence

solves this problem.From consumersNOTusing machine powders

Machine powders have very low utility(can be used only for machinepurpose)

Machines do not clean as well as hand washing, especially forcollars, cuffs etc.


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Main source of information is advertising but word of mouth

is also given importance by the consumer.

Existing users are not price sensitive. They are moreconcerned about quality of machine wash, life of machineand the life of the clothes.

Repeat buying is usually out of habit. But consumers arelikely to try new products under the influence ofadvertisements. Thus, many consumers use multiple brandsat the same time.


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High price is a major factor which deters buying.

People are hesitant to try something that is so costly for the firsttime. Also the size of the pack( which is not less than 500g) acts as adeterrent.

Most households have maids who hand-wash clothes and also operatewashing machine. Housewives feel that the maids use excessivepowder and waste it. Hence, they are reluctant to give them anexpensive detergent powder.

Many people use washing machines mainly for drying clothes or forwashing heavy clothes like curtains, bed sheets etc. once or twice aweek. Hence they do not buy a separate machine powder.

Very low awareness Some people are not aware that different powders for machines and hand

wash exist People who are aware dont know the benefits (or differences) offered


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Sales promotion by sending small sachets with newspapers

to induce trial. Simultaneously ,introduce smaller 250 gmSKU to induce people to buy post trial.

Tie up with Washing Machine Companies like Whirlpool.

Give discount to current users for recommending theproduct to other people. (word of mouth publicity).


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Promotion through popular TV shows: Bigg Boss, Tarak Mehta Ka

Ooltah Chashma, Sasural Genda Phool.

e.g. In Big Boss, the inmates compete with a washing machineusing Surf Excel Matic.

Demonstrations in housing societies like Parsi Colony-

Dadar, Thakur Complex-Kandivili, Raheja Estate-Hiranandani

Powai for housewivesA promotional van with a washing machine will visit different

localities to give a live demo of effective washing using Surf ExcelMatic. Also free sachets will be given to the people present there.


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Communicating benefits in Advertising

Existing advertising does not specify sodium silicate ingredient

(corrosion inhibitor) which is the USP of the machine powder.Communicate benefits through advertising. E.g. Surf ExcelMatic extends the life of your machine.

Consumers problems with the regular detergent powder can be

addressed in the advertisements.e.g. the powder doesnt mix with cold water in machine andtends to form granules. Such a problem can be resolved usingSurf Excel Matic.


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Communicate that generation of foam does not imply better

wash. In fact, too much lather/foam in a machine leads toineffective cleaning. Machine powder generates less foam

and hence leads to effective cleaning.


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Documents

Unilever-FINAL VERSION