Green Leaf

TOM Awareness 14.5%

Spontaneous Awareness 37.3%
Unaided Awareness 51.8%
Aided Awareness 39.3%
Mind Share (Total) 91.1%

Mind Share ( Unaided) 51.8%

Liked Brand 56.3%
Favourite Brand 16.4%
To be Rejected Brand 3.7%
To be paid extra for the Brand 58.3%
Brand Switch 25.6%
Heart Share 16.4%

Ever Tried Brand 82.8%

Brand tried in past 12 months 56.0%

Brand tried in past 6 months 39.7%
Brand Tried in past 3 months 27.6%
Brand Currently Used 16.9%
The Last Regular Brand 10.2%
Penetration Share 16.9%
WOM by Consumers 29.2%
Recommendation by Retailers 10.6%
Recommendation by Consumers 29.2%
Promoter Share (Consumer) 29.2%
Association - Attributes
Good Smell 40%
More Lather 28%
Long Lasting 29%
More Variants 39%
Association -Benefits
Skin Softening 39%
Excess Oil Removal 27%
Long Lasting Smell 40%
Skin Moisturising 36%
Association - Extrinsic Cues
Attracting Packaging 44.0%
Wider Availability 37.1%
Value for Money 37.4%
High Priced 59.3%
Association - Consumer Imagery
Meant for Consumers Like Me 27.1%
Meant for Upper Class People 49.3%
Meant for Low Income People 3.8%
 TOM Market Dev Unaided
Awareness Index Awareness
8 Thiruvananthapuram 25.5% 176 8 Thiruvananthapuram 72.5%
13 Palakkad 23.0% 158 14 Pathanamthitta 68.0%
10 Wayanad 19.0% 131 6 Kollam 67.7%
6 Kollam 18.2% 125 13 Palakkad 62.0%
5 Kochi 17.0% 117 10 Wayanad 61.0%
12 Malappuram 16.0% 110 5 Kochi 58.5%
State Total 14.5% 100 Total 51.8%
1 Allepy 13.0% 90 1 Allepy 51.0%
7 Kottayam 13.0% 90 12 Malappuram 50.0%
9 Thrissur 11.0% 76 11 Kozhikode 48.0%
11 Kozhikode 10.5% 72 7 Kottayam 46.0%
14 Pathanamthitta 10.0% 69 2 Idukki 34.0%
4 Kasargod 6.3% 43 9 Thrissur 34.0%
2 Idukki 6.0% 41 3 Kannur 25.0%
3 Kannur 5.0% 34 4 Kasargod 22.1%

How do you interpret the figures for Kasargod, Idukki and Kannur?
Market Dev Aided Market Dev
Index Awareness Index
140 2 Idukki 62.0% 158
131 9 Thrissur 58.0% 148
131 7 Kottayam 51.0% 130
120 1 Allepy 46.0% 117
118 4 Kasargod 43.2% 110
113 10 Wayanad 41.0% 104
100 12 Malappuram 40.0% 102
99 Total 39.3% 100
97 11 Kozhikode 39.0% 99
93 3 Kannur 38.0% 97
89 13 Palakkad 33.0% 84
66 6 Kollam 32.3% 82
66 14 Pathanamthitta 32.0% 81
48 5 Kochi 30.5% 78
43 8 Thiruvananthapuram 26.5% 67
 Allepy Idukki Kannur Kasargod
Column N Column N Column N Column N
Count % Count % Count % Count %
Q3. Which Rose 4 4.0% 12 12.0% 2 2.0% 5 5.3%
of these
brands of Pure 9 9.0% 8 8.0% 16 16.0% 22 23.2%
soap do Bubbles 35 35.0% 25 25.0% 37 37.0% 17 17.9%
you use
most often Ivory 6 6.0% 12 12.0% 0 0.0% 15 15.8%
nowadays Green Leaf
17 17.0% 9 9.0% 17 17.0% 7 7.4%

Cinthol 2 2.0% 4 4.0% 1 1.0% 0 0.0%

Harmony 5 5.0% 1 1.0% 7 7.0% 6 6.3%
Mary's 5 5.0% 5 5.0% 14 14.0% 7 7.4%
Good
Nature 2 2.0% 6 6.0% 2 2.0% 2 2.1%

Vivel 3 3.0% 1 1.0% 0 0.0% 0 0.0%

Other 12 12.0% 17 17.0% 4 4.0% 14 14.7%
 Centre
Kochi Kollam Kottayam Thiruvananthapuram Thrissur
Column N Column N Column N Column N Column N
Count % Count % Count % Count % Count %
7 3.5% 15 15.2% 4 4.0% 29 14.5% 4 4.0%
19 9.5% 4 4.0% 16 16.0% 9 4.5% 4 4.0%
65 32.5% 31 31.3% 24 24.0% 48 24.0% 33 33.0%
12 6.0% 6 6.1% 8 8.0% 9 4.5% 14 14.0%

32 16.0% 19 19.2% 8 8.0% 47 23.5% 12 12.0%

3 1.5% 1 1.0% 5 5.0% 2 1.0% 2 2.0%

6 3.0% 4 4.0% 3 3.0% 4 2.0% 3 3.0%
22 11.0% 11 11.1% 10 10.0% 22 11.0% 9 9.0%

3 1.5% 2 2.0% 4 4.0% 2 1.0% 1 1.0%

6 3.0% 1 1.0% 1 1.0% 4 2.0% 1 1.0%

25 12.5% 5 5.1% 17 17.0% 24 12.0% 17 17.0%
 Wayanad Kozhikode Malappuram Palakkad Pathanamthitta
Column N Column N Column N Column N Column N
Count % Count % Count % Count % Count %
5 5.0% 22 11.0% 7 7.0% 6 6.0% 8 8.0%
11 11.0% 34 17.0% 10 10.0% 10 10.0% 8 8.0%
17 17.0% 51 25.5% 23 23.0% 14 14.0% 27 27.0%
8 8.0% 16 8.0% 9 9.0% 8 8.0% 3 3.0%

20 20.0% 26 13.0% 21 21.0% 15 15.0% 7 7.0%

10 10.0% 11 5.5% 2 2.0% 4 4.0% 1 1.0%

1 1.0% 7 3.5% 6 6.0% 5 5.0% 6 6.0%
7 7.0% 4 2.0% 9 9.0% 5 5.0% 16 16.0%

7 7.0% 6 3.0% 2 2.0% 3 3.0% 7 7.0%

1 1.0% 1 .5% 0 0.0% 1 1.0% 3 3.0%

13 13.0% 22 11.0% 11 11.0% 29 29.0% 14 14.0%
 Column N
Count %
Q3. Which Rose 183 10.8%
brand do
you Pure 158 9.3%
remember Bubbles 510 30.1%
seeing or
hearing Ivory 80 4.7%
any ads Green Leaf
recently on 198 11.7%
TV or in
Cinthol 30 1.8%
newspaper
s or in Harmony 66 3.9%
magazines
Mary's 89 5.3%
or on the
radio Good
Nature 43 2.5%

Vivel 138 8.1%

Other 199 11.7%
 SEC of the Respondent
A1 A2 B1 B2
Column N Column N Column N Column N
Count % Count % Count % Count %
Q2. Which Rose 16 6.6% 33 8.8% 43 8.0% 55 10.2%
of these
brands of Pure 31 12.8% 37 9.9% 64 11.9% 49 9.1%
soap do Bubbles 54 22.2% 103 27.5% 146 27.1% 143 26.6%
you use
nowadays Ivory 10 4.1% 31 8.3% 42 7.8% 47 8.8%
Green Leaf
45 18.5% 77 20.5% 69 12.8% 63 11.7%

Cinthol 8 3.3% 8 2.1% 18 3.3% 14 2.6%

Harmony 12 4.9% 8 2.1% 24 4.5% 19 3.5%
Mary's 16 6.6% 22 5.9% 51 9.5% 55 10.2%
Good
Nature 10 4.1% 4 1.1% 16 3.0% 14 2.6%

Vivel 7 2.9% 3 .8% 13 2.4% 12 2.2%

Other 34 14.0% 49 13.1% 53 9.8% 66 12.3%
nt
C / D / E1 / E2 Not Specified
Column N Column N
Count % Count %
0 0.0% 0 0.0%
0 0.0% 0 0.0%
0 0.0% 0 0.0%
0 0.0% 0 0.0%

0 0.0% 0 0.0%

0 0.0% 0 0.0%
0 0.0% 0 0.0%
0 0.0% 0 0.0%

0 0.0% 0 0.0%

0 0.0% 0 0.0%
0 0.0% 0 0.0%
 Last regular brand

Rose Pure Bubbles Ivory Green Leaf Cinthol

Count Count Count Count Count Count
Brand(s) Bubbles 86 38 38 73 58 24
used
nowadays Green Leaf 39 29 87 22 24 9

Other 32 35 38 21 33 8
Pure 25 14 25 22 16 11
Mary's 26 15 62 11 13 8
Rose 13 13 46 15 16 10
Ivory 19 13 55 8 9 11
Harmony 3 20 12 2 15 3
Good
Nature 12 11 10 6 16 3

Cinthol 8 5 7 9 8 1
Vivel 5 2 7 8 6 0
Total 225 170 351 184 172 84
 total

green leaf
0.139534884

ast regular brand

Good
Harmony Mary's Nature Vivel Other
Count Count Count Count Count
23 105 8 2 45

14 44 13 1 29

18 24 8 1 31
35 31 11 3 20
10 10 6 1 15
5 26 7 1 19
4 17 0 1 13
5 10 5 0 10

5 11 7 0 4

1 5 0 0 9
1 4 0 1 4
107 264 44 8 176
 Column N
Count %
Q7. Which Rose 220 13.0%
of the
brands Pure 112 6.6%
were Bubbles 77 4.5%
recommen
ded to you Ivory 37 2.2%
by the Green Leaf
shopkeepe 44 2.6%
r
Cinthol 14 .8%
Harmony 9 .5%
Mary's 17 1.0%
Good
Nature 9 .5%

Vivel 12 .7%
Other 1143 67.5%