Methodology

Problem Statement

“What should be the growth roadmap for Vivel in the face wash market so that Vivel Face-wash can be a clear market leader by 2014?”

Methodology

The following methodology was followed to address this problem:

• Observation: The behavior of some close friends were noted down with regards to face care products and an initial set of attributes were generated

• Focus Group Interviews: The team had three focus group interviews to shortlist some of the attributes that were generated

• Market Research: A survey contained pertinent questions to face-wash usage and the attributes shortlisted from above was floated and as many as 150 respondents completely filled the survey

• Further Analysis: Further analysis was done to validate the findings and to further strengthen the approach towards solving the problem at hand

Survey Results and Key Insights

Demographically, the survey results could be split into:

• Sex-Male or Female

• Age- College Student, Professional

The following are some interesting insights that were obtained from the survey.

• Male: Majority of them use face-wash once a day.95% of them like their current product. The product is habit-forming. But proximity of POP was crucial. Only 5% of them think Fragrance as an essential feature of face-wash. Garnier is the most valued brand amongst men. So using celebrities to endorse the brand for men may work. 65% men felt the need for smaller packets/sachets that they can use while travelling.

• Female: Majority of them use face-wash multiple number of times. All of them liked their current product. Hence, the product is habit-forming. Only 17% of them thought fragrance as an essential trait of face-wash. Clean and clear was the most valued brand amongst women which only showing functionalities through their product/ads was enough. 78% women felt the need for smaller packets/sachets so that they can carry it in their purses. They are interested in foam (67%) and beaded crystals (22%) as new variants

• College Student: Pimple and black-head reduction is one of the important other than freshness and oil-removal. Mostly use face-wash once a day. Girls (53%) use multiple number of times a day. Beaded crystals and lotion-based (for girls) and foam (for boys) are the most exciting variants. Some of them are brand loyal and may travel for the brand. On average, brand-agnostic. Garnier is boys’ (brand & celebrity) and clean & clear is girls’ favorite brand (functional benefits)

• Young Professionals: Anti-aging,