How to Grow the Shower Gel Category

&

Increase Household Penetration for Fiama Di Wills

Research Proposal
by Team JAMPOT

Research
Problem &
Objective

Proposed
Research
Design

Secondary
Research

Detailed
Execution Plan

MAXI Fair15
Stall Layout

Post MAXI Fair

Analysis

BUSINESS DECISION PROBLEM/

MARKETING OBJECTIVE

How to grow the entire Shower Gel category in India, along with increasing Fiama Di Wills
household penetration numbers?
ANTICIPATED MARKETING ACTIONS (As per Tele-conversation
with Brand Manager)

Basis the disguised market research results, the 4 Ps: Product, Price, Promotion & Promotion
can be looked into for improvement
OVERALL FRAMEWORK FOR
DESIGNING
DISGUISED CONSUMER RESEARCH

T
G
Buye
r
Use
r

Triggers?

NonBuyer
NonUser

Barriers?

NonAwar
Aware
e
Barriers?

Research
Problem &
Objective

Secondary
Research

Proposed
Research
Design

Detailed
Execution Plan

MAXI Fair15
Stall Layout

Post MAXI Fair

Analysis

Understanding the Shower Gel

Category
Market Scenario

166.3
bn

Total sales in the bath

and shower industry in
2013

4%
CAGR

Bath and shower

category growth

1.42
bn

Sales in Body
wash/Shower gel
category in 2013

11%
CAGR

Body wash/Shower gel

category growth

Source: BATH AND SHOWER IN INDIA,

Shower Gel Vs.

Soap

Triggers and
Barriers
for Sales of Shower
Growth Gel
Drivers
- Rising disposable income
Movement of customers
towards high-priced
products
- Convenience
- Increasing focus towards
hygiene

Challenges

Shower
Gel for shower gel
Key factors

users
- Enduring fragrance
Soft/smooth/moisturized
skin
Euromonitor International, July 2014

- Higher prices
- Penetration only in
Metros and Tier-1
cities
- Water scarcity
(Specially summers).
perceived that bathing
with body wash/shower
gel requires more

Research
Problem &
Objective

Secondary
Research

Proposed
Research
Design

Detailed
Execution Plan

MAXI Fair15
Stall Layout

Post MAXI Fair

Analysis

Competitive Landscape

CORE PROPOSITION

MARKET
SHARE

PRICING
ANALYSIS

Research
Problem &
Objective

Secondary
Research

Proposed
Research
Design

Detailed
Execution Plan

MAXI Fair15
Stall Layout

Post MAXI Fair

Analysis

Fiama Di Wills

Fiama Di Wills given

Consumer TG
SEC A, A+
24-35 years old
Young achiever, discerning, well
aware and indulgent when it comes
to beauty
Behaviour is spontaneous, energetic,
uninhibited
and unabashed
No
brand level differentiation
yet

New shapely packaging

Brand communication through ATL
and BTL
Price 185 for 200 ml

Research
Problem &
Objective

Secondary
Research

Proposed
Research
Design

Detailed
Execution Plan

MAXI Fair15
Stall Layout

Post MAXI Fair

Analysis

Anchor Theme Selected to Carry-Out Disguised

Marketing Research

Indias Highest Grossing Film of All Times (

300+ Cr.) &
The Recent & Latest Talking Point:

Why
PK?

The PK movie theme will

adequately pique the
interest of the TG
visiting the stallproviding the perfect
disguise to carry-out
consumer research

pk

How

1 team member will

act as PK the Alien who
needs to understand
How the people of
earth behave and Why
they do so. PK will
accompany the
Why only PK?
Why not any other pop Theme that may resonate well respondent through
with the TG?
different stages

Since PK needs to understand how the people of earth (Fiama Di Wills TG in our case) behave and
why they do so, it is only natural for PK to ask several questions- however absurd- and continuously
probe for the why behind their choices/actions

Research
Problem &
Objective

Proposed
Research
Design

Secondary
Research

Detailed
Execution Plan

MAXI Fair15
Stall Layout

Post MAXI Fair

Analysis

Typical queues at theatres screening PK across India. The same is expected

at MAXI Fair15.
The PK theme at our stall will not only create the right buzz for MAXI
Fair, but will also be reinforced by the MAXI Fair setting &
atmosphere- that visitors are going to be a part of the PK movie-like
experience

TIMELINE
PRE
EVE
NT
**

Week 1

Research Design & Proposal

Preliminary Research, Refining the
Proposed Research Design & Stall
Setup
MAXI FAIR 15
Research Data Collation

PO
STEVE
NT

Insight-Mining

Report with Strategy

Recommendation to ITC (Fiama
Di Willsto
Brand
**Pre-event preliminary research
refineTeam)
our research design:
2 FGDs with Shower Gel users (6 participants each)
2 FGDs with Non-Users (6 participants each) at XLRI Behavioral Lab

Week 2

Week 3

Week
4

Week 5

Research
Problem &
Objective

Secondary
Research

FEW HYPOTHESIS TO BE
TESTED
(these may change as we
continue our Pre-MAXI Fair
exploratory interviews & FGDs)

Proposed
Research
Design

Detailed
Execution Plan

MAXI Fair15
Stall Layout

Post MAXI Fair

Analysis

TG with top shower in bathroom have a higher propensity to purchase & use
shower gel
Lack of clarity regarding quantity to be used/applied acts as a usage barrier
Lack of knowledge regarding correct Loofa usage acts as a purchase barrier
Widespread perception of Shower Gel as expensive is a purchase barrier
limiting trials

Research
Problem &
Objective

Secondary
Research

PROFILING
STAGE

Proposed
Research
Design

Choose
explain

Detailed
Execution Plan

MAXI Fair15
Stall Layout

Post MAXI Fair

Analysis

the topic that you would

to PK!

METHOD OF DATA
COLLECTION
Gather TG background information comprising:
DEMOGRAPHICS
(Age, Education, Gender, Whether live on your own
or with the family)

PSYCHOGRAPHICS
(Interests, Hobbies, Life Ambition, Role Models, etc.)

On the profiling desk at the stall entrance, we

offer the TG a box full of topics that they can
choose to explain to PK.
Each folded chit will actually have BATHING
written on it
(This distracts the respondent and makes him believe that
bathing is one of many topics and not the main
Willsubject
you of
research and he picked this by chance)

please help
me by
explaining
the habits of
people on
Earth ?

OBJECTIVE
ACHIEVED
Will help us map respondents
responses to the background
information & later look for any
patterns in terms of buying
behavior, usage habits, etc.

After the initial anticipation of

meeting PK inside the stall, this will
further reinforce the disguise
context & completely engage the
respondents

Research
Problem &
Objective

Secondary
Research

STAGE- I

Proposed
Research
Design

Detailed
Execution Plan

PK walks in (with the right imitation

& props), greets the respondent!
As the respondent talks about
BATHING, PK draws the
conversation towards the different
cleansing items that the TG uses
With Body Wash & Shower Gel
USERS, PK draws the conversation
towards the Brands used

A team member
notes all responses
as the TG interacts
with PK

Post MAXI Fair

Analysis

MEET PK: Meet PK & explain to him everything about

the topic you picked !
METHOD OF DATA
COLLECTION

Estimated Time: 4
mins

MAXI Fair15
Stall Layout

With Body Wash & Shower Gel NONUSERS, PK tries to see Brand
awareness among Soaps

PK will ask the respondent how

he/she knows about all these brands
& probe further on media channels
consumed

OBJECTIVE
ACHEIVED
Helps us understand
the various product
types that the TG uses for Bathing (Soap,
Shampoo, Hand wash, Face wash, Body wash,
Shower Gel, etc.)
We segregate Users / Non-Users of Shower
Gel at this stage itself
Unaided Brand Recall Test
for Body Wash & Shower Gel

Unaided Recall Test for Soaps & the level of

Brand-consciousness

We find out
Media Habits of the TG

Research
Problem &
Objective

Secondary
Research

STAGE- II

Proposed
Research
Design

Detailed
Execution Plan

MAXI Fair15
Stall Layout

Post MAXI Fair

Analysis

SHOPPING WITH PK: PK wants to know how humans

Shop for Personal Care items- why & how they decide
which item to buySETUP
!

A mini shop for simulated shopping experience

6 categories (at least 5 brands each) to be stocked on the
shelves:
Soap, Shampoo, Conditioner, Face Wash, Hand Wash, Body
Wash, Shower Gel
The shelf arrangement and promo offers are changed after
every 20 respondents

METHOD OF DATA
COLLECTION
So how does one get these products for
bathing? PK requests the respondent to
take him along for shopping.

Estimated Time: 4
mins

OBJECTIVE
ACHIEVED

The respondent is to shop the way

he/she would in real life (i.e. Whether
shop for themselves or for the whole
family)
At the maximum, across 7 categories on
shelf, Men can choose 3 items & Women
respondents can choose 4
Once shopping is done, PK will probe
the TG regarding the choices made

OBJECTIVE
Understand ACHEIVED
the purchase basket

& category-wise brand preference

of Cleansing products
Know whether Shower Gel is even
a category under TGs
consideration/preference.
Also check possibility of Shower Gel
purchase being almost always
accompanied with the purchase of
items from a specific category
Understand the various factors the
respondent considers at the point of
purchase

Simulated Shopping: Point-of Purchase observation & subsequent probing to

understand buyer behavior

Research
Problem &
Objective

Secondary
Research

STAGE- III

Proposed
Research
Design

Detailed
Execution Plan

MAXI Fair15
Stall Layout

Post MAXI Fair

Analysis

PK IN BATHROOM: PK wants to know how people on Earth use

different products items while taking Bath!

SETUP
We will have 2 bathroom setups
Bathroom 1 (B1) With top shower fittings
Bathroom 2 (B2) With tap, bucket and
mug
Every odd numbered respondent visits B1,
while even numbered visit B2

B
1

B
2

This is to find if there is any correlation between the type

of bathroom and preference for shower gel

Estimated Time: 4
mins

OBJECTIVE
ACHIEVED

METHOD OF DATA
COLLECTION
We will have a bathroom setup with
bathing related products like soap,
shower gel, shampoo and
accessories like loofah, bath sponge
placed in the bathroom shelf.
The respondent will explain PK how
to exactly use each of these
products

OBJECTIVE
As the respondent
shows product
ACHEIVED

usage demos to PK we can note the

following
His preference for soap or shower gel
How does he use a shower gel
What quantity of shower gel does he
use
Does he know how to use a loofah

Pin-point the usage-related Barriers that need to be overcome to grow shower gel
penetration.
(This may require modifications in the Product, change in Communication regarding
usage practice, benefits, experience, etc.)

Research
Problem &
Objective

Secondary
Research

STAGE- IV

Proposed
Research
Design

WORD GAME:
Respondent

Detailed
Execution Plan

Start with warm-up dummy words like

Sunday and Chocolate to put the
respondent at ease and feeling good about
himself/herself

OBJECTIVE
ACHIEVED

Post MAXI Fair

Analysis

PK wants to know more about our

Word Association

METHOD OF DATA
PK wants toCOLLECTION
know how quickly humans can
respond to questions!
PK will challenge Respondent to Play a
word-association game. Rapid Words will
be fired at the Respondent. Words related
to our research are placed in between

Estimated Time: 4
mins

MAXI Fair15
Stall Layout

Then bring up words like Soap or ShowerGel or Fiama Di Wills to see what words
come up in the mind of the consumer

OBJECTIVE
ACHEIVED
The words pertaining to our
product category can be made
into a word cloud to represent
the brand personality in the
consumers mind
By subjecting the Consumer to
a rapid fire round, the
Unconscious Mind will reveal
the subtle associations the
person harbors regarding our
product & category and reveal
the user imagery

Understand subtle associations the person harbors regarding our product & category
and reveal the brand personality they perceive

Research
Problem &
Objective

Secondary
Research

Proposed
Research
Design

STAGE- V

Detailed
Execution Plan

MAXI Fair15
Stall Layout

Post MAXI Fair

Analysis

CONVINCE PK

SETUP
A video recording room with a mock camera
setup
Different colored bowls filled with chits
Bowl 1 (b1) Why soap, why not shower
gel?
Bowl 2 (b2) Why shower gel, why not
soap?

METHOD OF DATA
COLLECTION
PK says, Now
I will go back to my planet, I will
take a video of you telling me about these new
products so that my friends back home can be
convinced to use them
From Stage 1, we know whether the consumer
uses Soap or Shower Gel. It will be arranged that
Soap user picks a chit from b1 and Shower Gel
user picks from b2
Estimated Time: 4
mins

OBJECTIVE
ACHIEVED

OBJECTIVE

Find reasons in the mind

ACHEIVED
of the consumer
regarding
the perceived superiority
of the category he/she
uses and the keywords
used to recommend
and justify his/her
choice.

The respondent then pitches the product for 2

minutes and defends the product choice
Unearth the standout
elements of each
(since the preceding stages have broken down
benefit that the
the communication barriers, he/she will now be
consumer connects
truly vocal and reveal the reasons for his/her
Factorschoice)
that are strong triggers for using shower gels or strong barriers with
for not using
product
it; also find shower gel loyalists

Research
Problem &
Objective

Secondary
Research

Proposed
Research
Design

Detailed
Execution Plan

MAXI Fair15
Stall Layout

Post MAXI Fair

Analysis

STALL LAYOUT TO CARRY-OUT DISGUISED MARKETING RESEARCH UNDER OUR

CAREFULLY CRAFTED THEME

Category
Display
Shelf

Category
Display
Shelf

Meet
PK

Entry

II

Category
Display
Shelf

Shop with
PK

Category
Display
Shelf

Profilin
g Desk

III

Category
Display
Shelf

B
1
B
2

Top Shower
Fitting

Bathroo
ms
Tap, Bucket,
Mugs

V
WORD
ASSOCIATIO
CONVIN
N GAME
CE PK
IV

Exit

The team member playing PK will be dressed like the character from the movie with
appropriate props for complete effect

Research
Problem &
Objective

Secondary
Research

DATA TYPE

Proposed
Research
Design

Ethnographic
observational
research

Survey

Excel Pivoting

Convince PK stage gives us

ranked (unaided) reasons
behind the preferences of
users & non-users

MAXI Fair15
Stall Layout

DATA
ANALYSIS
TECHNIQUE

Qualitative observation
(Bathroom, Simulated pointof-purchase, etc.)

Tuple of categorical variables

cutting across Demographic,
Psychographic, Media habits,
Buying preference data
points among Users/NonUsers of Shower Gel

Detailed
Execution Plan

RESULTANT
KNOWLDEGE GAINED
TO UNLOCK GROWTH
Tested hypothesis regarding top
shower presence, loofa usage, etc

Key purchase & usage

triggers/barriers

Clustering (on
SPSS)

Clusters of profiles of similar

consumers (i.e. Segments) within
the TG
The resultant segments can then
be specifically targeted through
distinct variants, promotions, etc.

Discriminant
Analysis

Post MAXI Fair

Analysis

Insights on key factors that

differentiate category Users
from Non-Users
Work upon these variables to
convert non-users into users

Team JAMPOT
Why
Between them, members of the senior Us?
team (2

nd

the following credentials

year students of XLRI) have

Statistical Modeling & Data Analytics (3 years)

MSc Statistics (IIT Bombay)
FMCG Sales & Marketing (Colgate Palmolive)
Rich Market Research experience with Indias leading agency- Ormax
(6 FMCG categories including Personal Grooming, Cleansing, Skin Care,
etc.)
eCommerce Buyer Behavior Research (Flipkart)
2 times National-winners & 7 times XLRI Campus Winners in various
case competitions
Along with a bunch of eager to learn and enthusiastic juniors from XLRI.