Shoppers are making more focused trips like Main shopping and Top ups in various store

formats and are also planning their monthly spends a lot more efficiently, given the
increasing prices.
Further the additional spending by rural India between 2009-10 and 2011-12 at Rs.3.75
lakh crore was significantly higher than Rs.2.99 lakh crore spent by urbanites, according to
ratings agency CRISIL.
Also more than 40% of Xs products are consumed in the fast growing markets of rural
India. They have been pioneers in developing rural markets through affordable brands and
an unparalleled distribution reach.
Given the drastic change in shopping behaviour of consumers between 2007-2011 and
also looking at the growth in retail of Rural India, X wants to understand the grocery
shopping behaviour of consumers across rural areas in India.
In this context, X has approached Y for this research and this document outlines the
research design and cost and time investment for the same.

X is seen as the gold standard of toilet cleaning and is primed to

extend its equity to the entire bathroom cleaning space.
Branded bathroom cleaners are virtually non existent in India so
far. A and B have bathroom cleaning products but neither has
tried to create/ grow the category. Consumers predominantly use
unbranded/ private label products like phenyl, bleaching powder
and fabric detergent to clean their bathrooms.
To meet the above mentioned objectives, the client has
developed two executions.
The intro ad is a launch ad aimed at building awareness about a
new product Y.
Its a new segment entry for the brand and the ad will play a
crucial role in building rapid trials.
The ongoing ad aims to challenge the housewifes current
bathroom cleaning standards and showcase the superior clean
delivered by Y