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PERZAAN
KELAWALLA
DEEPAK
NAINWAL
GAURI
GHATGE
DAVNEET
CHOPRA
GEORGE
JOSEPH
PRODUCT TEST NIVEAWHITENING DEODORANT
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Background of Deodorant
Market
Product Profile
Research Approach
Target Group
Table of contents
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The deodorant market in India is estimated at Rs 1054 crore.Womens deodorants constitutes 30% of this market estimatedat Rs 316 crore. The segment is expected to reach 1334 croreby 2012 and the deodorant market is projected to grow at 25%
CAGR over next 5 years.The deodorant market is divided into 2 categories namely
Sprays
and Roll-ons.
Brands are now giving special emphasis on female deodorantcategory.
Though Deodorants is now a non seasonal category there is
still usual hike of 30% to 40% in sales during summer season.
Main growth drivers include :
(a) affordable price points
Background
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NIVEA has developed WHITENING a deodorant thatrepairs underarm skin and makes it fairer & even toned. Italso has 48 hr efficacy and care with long lasting femininefloral fragrance to provide long lasting freshness.
This deodorant contains a product ingredient calledlicorice extracts that counteracts skin darkening andworks against hyper pigmentation.
The deodorant also contains witch hazel that exhibits skincalming and soothing effects and has astringent propertiesthat help close small wounds and ease itching post repair.
Aerosol spray Rs.179 for 150ml & Roll-on Rs.165 for50ml
N vea W tedeodorant
Product Profile
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Research
ObjectiveTo conduct aProduct ConceptTesting on targetconsumers todetermineviability oflaunching
Niveas newwhiteningdeodorant intothe market
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Young Indian Urbanwomen
Age group: 16 35yrs
Beauty oriented
Looking for Productwith extra benefitsCurrent Deo Users
Target Group
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150 samples per city4 Cities Mumbai,
Delhi, Kolkata,ChennaiSamples being
considered belong to
SEC A & B
Sample Size
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MUMBAI
KOLKATA
DELHI
CHENNAI
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Initially we shall recruit our TG through primaryresearch(questionnaire) and secondaryresearch( database of existing deo users & external
study)Product Usage Test : De-branded product samples will
be given to TG for trial use for a week
Consumers will be asked to apply de branded deosample on one arm pit and their current deo on theother arm pit ( to compare performance to bothbrands )
Post one week they will be interviewed by field peoplewho in turn will record responses via questionnaire
Collect back product samples & Non Disclosure
Research Methodology
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Through our questionnaire we intend to capturedata such as:
Relevance of the productFreshness effectFragranceLong Lasting effect
Reliability of the productFrequency of useHealth related issues of deodorant use (safety)
Ability to reduce underarm darkening
Information Areas
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Questionnaire preparation 4-5 days
Field work set up 3-4 days
Recruitment of TG & distribution 10 days
of product samples
Analysis and Reporting 5 days
Total Time 25 days
Estimated Cost : Rs. 400 per sample which includes
Project Mgmt(20%), Field Work(40%), Analysis(20%),
Compensation to respondent(20%)
Total Cost = 150 * 400 * 4 = Rs. 2,40,000
Timelines andInvesment
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