Caselet – Problem Identification

There are two types of packaging for soaps – Paper Wrapper &
Plastic Flow Wrap*. Most soap brands come in Paper Wrapper
packs. Our client’s brand, Velvet soap, too is available in this
packaging. However, for cost efficiencies (in the smaller pack-size
of Rs 10) the packaging is being planned to change to Plastic Flow
Wrap as it uses plastic sheet for wrapping and is much cheaper.
Our client would like to assess whether the Plastic Flow Wrap
packaging has a role to play in customer’s outlook towards the
brand image on Quality and Value perceptions. Based on the
outcome, our client would take a decision on which pack format to
go ahead with in future – Paper Wrapper or Plastic Flow Wrap. If
there were no erosion in consumer perception, going ahead with
the Plastic Flow Wrap pack would naturally be cost-effective and
hence would add to client’s profitability.
[* - The plastic used in such packs do not have any major environment-related issues]

From the above, what do you think is the

- Management Decision Problem (or Business Problem)?
- Research Problem?
(You can frame them as questions)
Business Problem:
Can we increase the profits from Velvet soap by changing
its packaging format?

Market Research Problem:

Does the imagery of brand Velvet decline significantly on
- Quality perception and
- Value for money connotations
if the packaging is changed from the current ‘Paper
Wrapper’ to ‘Plastic Flow Wrap’ format
 Research Design:
- Primary study using Quantitative research techniques
- Face-to-face interviews using structured q’re as a CLT
- Flow of interview:
...
...
- Target group ???

- Markets???
According to Client:
a) This brand has max presence in UP
b) Another market where it is growing very fast – Orissa
c) It has low presence and is stagnating in the states of West
Bengal, Jharkhand and Bihar
d) Focus has been in the 1-10lakh pop towns in all states

- Sample Size???
According to Client, they want to look at the findings separately by
each state, and within that, by ‘Velvet’ and ‘Competition’ user.
Also, looking at different pop strata within states (maybe, within
brand usage too) is important.

At least 100 sample size req to look at data by sub-groups.

- Sampling???

Information Areas:
Recruitment Q’re
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Main Q’re
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