Research for managerial decision
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Transcript of Research for managerial decision
Research for Managerial Decision.Product – SHAMPOO.
Product – SHAMPOO.•Tressemme (Target
Product)•Sunsilk•Head & Shoulder•Pantene.•Other.(recommended by
consumers)
Market Research Objective.*To find out:•Which is the most commonly used shampoo in
Mumbai & Pune?•What influences people to buy a particular
brand?•What is the penetration level of surf in the
market?•To identify customer needs?
*Sample size = 50 respondents, 25 in Mumbai and 25 in Pune.
Brands Mumbai PuneTressemme 5 4
Sunsilk 8 9
Pantene 5 4
Head & Shoulder 4 6
others 3 2
Tressemme Awareness(from sample size.)
*In others most common were Dove and Clean & Clear.
Brand Price.Tressemme 60-250
Sunsilk 90 - 300
Pantene 80 - 170
Head & Shoulder 60-350
Clinic Plus 80-200
Tressemme. – Product Range.(*) Market are preferred by consumers.
• Gentle Cleansing.• *Moisturizing.• *Color protection.• Strength and smoothing.• Deep cleansing.
Pantene – Product Range.•Total Damage care. •*Total Hair Fall.•*Silky smooth care.•*Anti dandruff.•Long Black.
Sunsilk – Product range.•Black Shine.•Lusciously Thick and Long.•*Anti-dandruff Solution.•*Hair Fall solution.•*Soft and Smooth.
Market share.
Sunsilk59%Pantene
23%
Tre-semme
10%
Clinic Plus9%
Product category wise Market share.
sunsilk60%
Tressemme
12%
Clinic plus19%
Pantene10%
Anti-dandruff shampoo
Product category wise Market share.
59%23%
10% 9%
Hair- Repair damage
Pantene Sunsilk Tressemme Clinic plus
Product category wise Market share.
59%23%
10% 9%
Sales
Sunsilk Pantene Clinic Plus Tressemme
Survey Results, Question wise rating.
Q1.) Do you shampoo your hair? Yes No.*If No then please skip to question no – 13. Q2.) Do you use Tressemme shampoo? Yes. No.*If No then skip to question no – 7. Q3.) Which product of Tressemme do you use? Gentle cleansing moisturizing
smoothing Anti-dandruff color protection deep cleansing.
Q1 Q20123456789
10
Yes No
For Q3, 12 people choosed Anti-dandruff, 8 people choosed Smooth & stregth, rest 5 people choosed Deep cleansing.
Q7.) Why not Tressemme? Pricing Schemes compared to other brands
Quality. Other (specify_____________) Q8.) Which other shampoo brand do you use? Sunsilk Head & Shoulder Clinic plus
Pantene Other (specify______________) Q9.) What influences you to buy your preferred brand? Friends Self-expense
Advertisements Other (specify_______)
Pricing59%
Schemes compared to other brand23%
Quality10%
Other9%
Why Not Tressemme?
59%23%
10%
9%
Other brands Pre-ferred
SunsilkPanteneHead & ShoulderClinic plus
59%23%
10%9%
Influences.
Self-expenseAdver-tismentsFriendsOthers
Q10.) You prefer shampoo in? Sachets 250 Ml. 500 Ml.Q11.) Most preferred Shampoo amongst
people you know? Sunsilk Clean & Clear
Pantene Other (specify_________)
Sach
ets
250
Ml
500m
l0
4
8
12
Quantity preferred
People
Sunsilk59%Pantene
23%
Head & Shoulder
10%
Tressemme9%
Brands famous Among people
Gender: Male Female.Age group: <25 25-35 35
– 50 >50.Income Group (PM):
> 20000 20000-30000 30000-40000 < 40000.
60%
40%
Gender
Male Female
59%23%
10%9%
Age group
<2525-3535-50>50
After Research Recommendations.
•Of the sub-brands, Sunsilk and Head & shoulder was the most recognized, so the company needs to do more promotions and create awareness about the product.
•If possible, pricing should be reviewed for different category of product. Many customers are citing it as a negative factor.
•Customers more prefer shampoo in sachets, company should make product available in sachets also.
•More schemes should be introduced to attract non-users.
•Advertising should be introduces to attract non-users.
•Advertising standard should be maintained as advertisements have contributed immensely to the awareness level and usage of the product.
THANK YOU.
Research done by-•Akib Siddiqui