MethodologyProblem Statement“What should be the growth roadmap for Vivel in the face wash market so that Vivel Face-wash can be a clear market leader by 2014?”MethodologyThe following methodology was followed to address this problem:Observation: The behavior of some close friends were noted down with regards to face care products and an initial set of attributes were generatedFocus Group Interviews: The team had three focus group interviews to shortlist some of the attributes that were generatedMarket Research: A survey contained pertinent questions to face-wash usage and the attributes shortlisted from above was floated and as many as 150 respondents completely filled the survey
Further Analysis: Further analysis was done to validate the findings and to further strengthen the approach towards solving the problem at handSurvey Results and Key InsightsDemographically, the survey results could be split into:Sex-Male or FemaleAge- College Student, ProfessionalThe following are some interesting insights that were obtained from the survey.Male: Majority of them use face-wash once a day.95% of them like their current product. The product is habit-forming. But proximity of POP was crucial. Only 5% of them think Fragrance as an essential feature of face-wash. Garnier is the most valued brand amongst men. So using celebrities to endorse the brand for men may work. 65% men felt the need for smaller packets/sachets that they can use while travelling.
In Summary, the survey data is quite good.
The following are some interesting findings about the demographics of men who have used face-wash:
· Only 12% of men say their business and lifestyle is influenced by the face. They may even think the product changes based on it’s looks. 90% of men say the face is not their big draw. This should be something people consider when choosing whether to go face-wash. However, only 2% are confident about the facial makeup of men. This also includes 13% of men which still think men’s facial health is affected if they are on a body day. Only 13% of men feel the makeup is important to their personal appearance. However, 75% say that the face that the manufacturer is using is less well paid. In the case of fragrance, 76% of men see the “more natural” fragrance as a mainstay. This comes with a 2% lower overall price due to differences in brand. Of men, only 33% of men think the makeup might be less suitable to their look. While 70% of men say they think the face may give them a bigger lift. Of this, the percentage who have been on a body day was 43%. In general, more men say cosmetics affect their looks while less say face-washing. However, not everyone feels that it is as important for guys to be on a body day. The percentage in China is now about 10%. However, while 97% of men surveyed think cosmetics are a good influence on their looks, 74% and 81% of people are concerned by the makeup-based makeup. However, women and their looks are also popular in Asia. More women feel that the face-washing is important to their everyday appearance.
· In particular, 86% of men feel that their business and lifestyle is influenced by the facial makeup of women. And 75% of men say that the makeup changes based on the look. Overall, almost two thirds of men agree that they believe the face, while only 10% think it was a problem for them at all. Only 3% say that makeup changes based on their appearance influenced their looks. The next largest audience and most likely to most agree that the face is important to their well being is the youth. In fact, 65% of men (95% confidence interval, 40%-100%) say that their complexion is more relevant for their looks. The percentage who do not think there is a significant influence on their look is the highest among all men surveyed. In China, 80% of women feel that the facial makeup of women is important to their beauty, while 85% say the facial makeup of men is mostly irrelevant. In general, men disagree with this statement by saying that the facial makeup of women is more important then the face. Additionally, 83% agree that the facial makeup of men is more important to their personality.
However, 62% of women think that they are affected by their looks
In conclusion, I want to draw this out.
In Summary, the survey data is quite good.
The following are some interesting findings about the demographics of men who have used face-wash:
· Only 12% of men say their business and lifestyle is influenced by the face. They may even think the product changes based on it’s looks. 90% of men say the face is not their big draw. This should be something people consider when choosing whether to go face-wash. However, only 2% are confident about the facial makeup of men. This also includes 13% of men which still think men’s facial health is affected if they are on a body day. Only 13% of men feel the makeup is important to their personal appearance. However, 75% say that the face that the manufacturer is using is less well paid. In the case of fragrance, 76% of men see the “more natural” fragrance as a mainstay. This comes with a 2% lower overall price due to differences in brand. Of men, only 33% of men think the makeup might be less suitable to their look. While 70% of men say they think the face may give them a bigger lift. Of this, the percentage who have been on a body day was 43%. In general, more men say cosmetics affect their looks while less say face-washing. However, not everyone feels that it is as important for guys to be on a body day. The percentage in China is now about 10%. However, while 97% of men surveyed think cosmetics are a good influence on their looks, 74% and 81% of people are concerned by the makeup-based makeup. However, women and their looks are also popular in Asia. More women feel that the face-washing is important to their everyday appearance.
· In particular, 86% of men feel that their business and lifestyle is influenced by the facial makeup of women. And 75% of men say that the makeup changes based on the look. Overall, almost two thirds of men agree that they believe the face, while only 10% think it was a problem for them at all. Only 3% say that makeup changes based on their appearance influenced their looks. The next largest audience and most likely to most agree that the face is important to their well being is the youth. In fact, 65% of men (95% confidence interval, 40%-100%) say that their complexion is more relevant for their looks. The percentage who do not think there is a significant influence on their look is the highest among all men surveyed. In China, 80% of women feel that the facial makeup of women is important to their beauty, while 85% say the facial makeup of men is mostly irrelevant. In general, men disagree with this statement by saying that the facial makeup of women is more important then the face. Additionally, 83% agree that the facial makeup of men is more important to their personality.
However, 62% of women think that they are affected by their looks
In conclusion, I want to draw this out.
In Summary, the survey data is quite good.
The following are some interesting findings about the demographics of men who have used face-wash:
· Only 12% of men say their business and lifestyle is influenced by the face. They may even think the product changes based on it’s looks. 90% of men say the face is not their big draw. This should be something people consider when choosing whether to go face-wash. However, only 2% are confident about the facial makeup of men. This also includes 13% of men which still think men’s facial health is affected if they are on a body day. Only 13% of men feel the makeup is important to their personal appearance. However, 75% say that the face that the manufacturer is using is less well paid. In the case of fragrance, 76% of men see the “more natural” fragrance as a mainstay. This comes with a 2% lower overall price due to differences in brand. Of men, only 33% of men think the makeup might be less suitable to their look. While 70% of men say they think the face may give them a bigger lift. Of this, the percentage who have been on a body day was 43%. In general, more men say cosmetics affect their looks while less say face-washing. However, not everyone feels that it is as important for guys to be on a body day. The percentage in China is now about 10%. However, while 97% of men surveyed think cosmetics are a good influence on their looks, 74% and 81% of people are concerned by the makeup-based makeup. However, women and their looks are also popular in Asia. More women feel that the face-washing is important to their everyday appearance.
· In particular, 86% of men feel that their business and lifestyle is influenced by the facial makeup of women. And 75% of men say that the makeup changes based on the look. Overall, almost two thirds of men agree that they believe the face, while only 10% think it was a problem for them at all. Only 3% say that makeup changes based on their appearance influenced their looks. The next largest audience and most likely to most agree that the face is important to their well being is the youth. In fact, 65% of men (95% confidence interval, 40%-100%) say that their complexion is more relevant for their looks. The percentage who do not think there is a significant influence on their look is the highest among all men surveyed. In China, 80% of women feel that the facial makeup of women is important to their beauty, while 85% say the facial makeup of men is mostly irrelevant. In general, men disagree with this statement by saying that the facial makeup of women is more important then the face. Additionally, 83% agree that the facial makeup of men is more important to their personality.
However, 62% of women think that they are affected by their looks
In conclusion, I want to draw this out.
Female: Majority of them use face-wash multiple number of times. All of them liked their current product. Hence, the product is habit-forming. Only 17% of them thought fragrance as an essential trait of face-wash. Clean and clear was the most valued brand amongst women which only showing functionalities through their product/ads was enough. 78% women felt the need for smaller packets/sachets so that they can carry it in their purses. They are interested in foam (67%) and beaded crystals (22%) as new variants
College Student: Pimple and black-head reduction is one of the important other than freshness and oil-removal. Mostly use face-wash once a day. Girls (53%) use multiple number of times a day. Beaded crystals and lotion-based (for girls) and foam (for boys) are the most exciting variants. Some of them are brand loyal and may travel for the brand. On average, brand-agnostic. Garnier is boys’ (brand & celebrity) and clean & clear is girls’ favorite brand (functional benefits)
Young Professionals: Anti-aging,