MARKET RESEARCH BRIEF 

CINTHOL REPOSITIONING 
 
 
OVERVIEW  
The  highly  fragmented  Indian  soap market is marked by aggressive brand building by the key 
players.  Cinthol, one of India’s most well-recognized brands has always faced stiff competition 
from  brands  such  as  Lux,  Dettol  and  Liril  and  this  continues  to  be  true  even  today.  Over  the 
years,  Cinthol  has  moved  from premium to popular segment, leading to a need to consider its 
positioning. Shower gels and deodorants are becoming increasingly popular.  
 
BACKGROUND INFORMATION  
Cinthol  is  looking  to  reinvent  itself  in  order  to  capture  market  share  and  become  relevant  to 
the young India. It aims to do so by –  
● Adding  value  to  the  product  and  modifying  its  imagery  to  help  migrate  it  to  a  more 
premium segment  
● Introducing  new  product  extensions  that  can  make  it  more  attractive  and  relevant  to 
the consumer today  
● Accordingly,  Cinthol  plans  to  launch  a  new  campaign  that  is  aimed  at  impacting  the 
brand in three ways:  
● Making young consumers look at it in a new light  
● Build  brand  pathways  that  can  lead  to  an  entry  into  the  personal  grooming  category 
(deodorants, bath gels and so on)  
● Make Cinthol a player in the premium segment  
 
OBJECTIVES 
Market Objectives:  
● To position Cinthol as a go-to brand among younger consumers  
● To reposition Cinthol as a premium segment brand  
● To create an advertisement that effectively communicates to the targeted consumers  
 
Research Objectives:  
● To identify the appeal of cinthol among current consumers  
● To analyze the performance of range of products  
● To understand brand recall among consumers  
● To test brand impact based on shift in brand imagery  
 
TARGET AUDIENCE FOR RESEARCH 
Men  and  women,  aged  between  18-24  to  be  targeted  for  the  products  aiming  the  younger 
audience  Men  and  women  between  the  age  group  of  25-35 to market the premium segment 
products  
 
Please include the following details while selecting the audience: 
● Mix of Cinthol and competitor product users  
● Mix of men and women in the 70:30 ratio  
● Mix of Tier 1 and Tie 2 cities in the 60:40 ratio  

1
  

 
Competition brands users to be included:  
Lifebuoy, Lux, Dettol, Vivel, Liril, Santoor & Rexona  
 
FINAL REPORT  
● A  detailed  Word  document  with  all  the  components  of  a  Market  Research  Report  i.e 
Summary, Analysis, Findings, Recommendations, Limitations, Data sets etc.  
● A powerpoint presentation summarising the entire methodology and findings  
 
TIMING 
This research is expected to be completed in the next 4 months before July 31st, 2004  
 
BUDGET 
An indicative budget allocated for this exercise is INR 5 lakhs  
 
PREVIOUS RESEARCH AND OTHER INFO 
Please find a link to the folder with information from previous researchers, by clicking here