PRODUCT TEST NIVEA WHITENING DEODORANT PERZAAN KELAWALLA DEEPAK NAINWAL GAURI Click to edit Master subtitle style

GHATGE DAVNEET CHOPRA GEORGE JOSEPH

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Table of contents
Background

of Deodorant

Market
Product

Profile Approach
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Research

Target Group

Background

The deodorant market in India is estimated at Rs 1054 crore. Womens deodorants constitutes 30% of this market estimated at Rs 316 crore. The segment is expected to reach 1334 crore by 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 deodorant category. 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 : affordable price points
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(a)

Nivea White deodorant Product Profile

NIVEA has developed WHITENING a deodorant that repairs underarm skin and makes it fairer & even toned. It also has 48 hr efficacy and care with long lasting feminine floral fragrance to provide long lasting freshness. This deodorant contains a product ingredient called licorice extracts that counteracts skin darkening and works against hyper pigmentation. The deodorant also contains witch hazel that exhibits skin calming and soothing effects and has astringent properties that help close small wounds and ease itching post repair. Aerosol spray Rs.179 for 150ml & Roll-on Rs.165 for 50ml
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Research Objective
To conduct a Product Concept Testing on target consumers to determine viability of launching Niveas new whitening deodorant into the market
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Target Group
Young Indian Urban women Age group: 16 35 yrs Beauty oriented Looking for Product with extra benefits Current Deo Users

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Sample Size
150

samples per city 4 Cities Mumbai, Delhi, Kolkata, Chennai Samples being considered belong to SEC A & B

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DELHI

KOLKATA MUMBAI

CHENNAI

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Research Methodology
Initially we shall recruit our TG through primary research(questionnaire) and secondary research( 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 deo sample on one arm pit and their current deo on the other arm pit ( to compare performance to both brands ) Post one week they will be interviewed by field people who in turn will record responses via questionnaire Collect back product samples & Non Disclosure 4/14/12

Information Areas
Through our questionnaire we intend to capture data such as: Relevance of the product Freshness effect Fragrance Long Lasting effect Reliability of the product Frequency of use Health related issues of deodorant use (safety) Ability to reduce underarm darkening

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Timelines and Invesment

Questionnaire

preparation Field work set up Recruitment of TG & distribution of product samples and Reporting Total Time 25 days
Analysis

4-5 days 3-4 days 10 days

5 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 4/14/12

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