We were one of the teams who got shortlisted via the Wildcard entry.

1. Team – Marketing Mavericks
Rajath Ravikumar
Ankit Sharma
Gaurav Rawat
Institute of Management Technology
Ghaziabad

2. Agenda

3. Objectives

5. Findings

6. Findings from Retail Observation
Family Singles
• Prefer buying large volume packs to • Buy on need basis
save (i.e. Go for bundled packs) • More concerned about convenience
• Seek value for money and ease of use
• Look for offers and discounts • Few of them picked up what was
• Carefully evaluate the offers and decide visible to them.
• Few of them were extremely brand • Though most of them had a
loyal and looked for a specific brand. preferred brand, very few of them
These consumers evaluated offers took the pain to look for their
within the same brand and went for preferred brand when not available.
the ones which offered more value for
Most of them picked up one of the
money.
popular brands that was visible.
• Few others didn’t mind switching
between brands for better offers and • Very few of them looked for specific
discounts. brands
What was common among both the audience was that both were brand
conscious. All most all the correspondents preferred popular brands over
newly introduced brands despite great offers.

7. Findings from Direct Interview A customer with his family was
shopping. He picked up Lifebuoy.
When asked he told that he liked
A customer with his wife was Lifebuoy and he preferred it over
purchasing hand wash. He scanned all other brands. When asked about
the available brands displayed and then his favorite variant in Lifebuoy he
settled for Santoor . When enquired he replied that he had not tried all
told as he found a good offer with the variants available.
Santoor. He was earlier using Dettol
and he looked around for an offer pack
in Dettol, when he did not find the offer
pack he switched to a new brand. He
also went on to justify his purchase by
telling that Santoor has apricot and Two girls were shopping they looked around. First
glycerin which was something he they scanned Santoor offer pack, then checked out
desired in a hand wash. Lifebuoy. Then they walked away only to pick up
Lifebuoy in an other section. When interviewed, one
of the girls replied that she had earlier used Lifebuoy
and that Lifebuoy is a more trusted brand. When
enquired about Dettol she replied that Dettol is
A group or friends were shopping they equally preferred, and that she randomly picked up
picked up 3, 185ml pouch’s of Lifebuoy. Lifebuoy as she noticed it first. When asked about the
When suggested about picking up a variant she told she just picked up nature just
900ml Can instead, which would be more randomly there was no logic behind it. When asked
economical they replied telling that its about bundle packaging or offer packs instead of a
was more convenient to use pouch pouch the other gal replied that its different with
based on their usage. Their decision was family buying and different when you are living single.
based on ease of use and convenience.

8. Findings from Online Survey

9. Findings from Online Survey contd.

10. Findings from Online Survey contd.

11. Findings from Online Survey contd.

12. Findings from Online Survey contd.
Please click on the link below to go to the online survey:
https://docs.google.com/spreadsheet/viewform?fromEmail=true&formkey=dDJFenhBRVB

13. Findings from Online Survey: Conclusion

14. COMPETITOR ANALYSIS

15. Dettol: Be 100% Sure
“Healthy Handwash”

16. Dettol: Be 100% Sure
“Healthy Handwash”
Quantity(ml) Packaging Variants Price (Rs) Type Current Offer
185 Pouch All 35 Refill Buy 3 get 1
free @
Rs105/-
250 Plastic Bottle All 59 Dispen- One dettol
Ser 185ml pouch
free
250 Bottle+Pump Original, 450 Dispen- New entry
Cucumber Ser
250 Bottle Original, 99
Cucumber
900 Container All 155 Refill + 1, 185ml
refill pouches
of different
variants

17. Fem Handwash

18. Fem Handwash
Quantity(ml) Packaging Variants Price (Rs) Type Current Offer
180 Pouch All 30 Refill
250 Plastic Bottle All 60 Dispen
ser
1000 Container All 149 Refill +250ml
Dispenser
free (cross
bundling)
5000 Container All 580 Refill

19. Palmolive Naturals

20. Palmolive Naturals
Quantity(ml) Packaging Variants Price (Rs) Type Current
Offer
200 Pouch All 33 Refill
250 Bottle All 60 Dispenser

21. Competitors offers which were attracting
consumers

22. LIFEBUOY ANALYSIS AND
RECOMMENDATIONS

23. Current existing sizes
Product Packaging Variant Price in Type Offer
Rs
185ml Pouch All 34 Refill
215ml Dispenser Total & Active 54 Dispenser Free soap
Fresh (Cross
Variant of
Lifebuoy)
Dove soap
200ml Dispenser Care & 49 Dispenser Free Soap
Natural (Cross
Variant
Lifebuoy)
Dove Soap
900ml Can All 147 Refill Rs.99

24. Existing Problems
•

25. Existing Problems

26. Existing Offers

27. Recommendations for offers and
schemes

28. Recommendations for a new
variants

29. Recommendations for packaging

30. Product Display

31. Product Display

32. Recommendations for product display
For Malls and departmental stores

33. Recommendations for product display
For Malls and departmental stores

34. Recommendations for product display
For Retail stores

35. Recommendations for activation/promotion

36. Recommendations for activation/promotion

37. THANK YOU