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Dewdrop Soap Partha Sarathi Minz PC20200442

The document discusses the launch of a new premium soap brand called Dewdrops by Oasis Products Ltd in India in 1987. It describes the competitive soap market landscape at the time. Oasis wanted to introduce Dewdrops to secure consumer perception before more brands entered. The target was to capture 7% market share in the premium soap segment. Test marketing would be conducted in major cities across India. Market research would also be done to evaluate Dewdrops' performance and understand why it was doing well or poorly. Four criteria were outlined to evaluate potential market research agencies: understanding needs, research design, information collection methods, time, and cost. Three agencies provided proposals that differed in these areas, such as behavioral vs attitudinal

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Shyamal Verma
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241 views1 page

Dewdrop Soap Partha Sarathi Minz PC20200442

The document discusses the launch of a new premium soap brand called Dewdrops by Oasis Products Ltd in India in 1987. It describes the competitive soap market landscape at the time. Oasis wanted to introduce Dewdrops to secure consumer perception before more brands entered. The target was to capture 7% market share in the premium soap segment. Test marketing would be conducted in major cities across India. Market research would also be done to evaluate Dewdrops' performance and understand why it was doing well or poorly. Four criteria were outlined to evaluate potential market research agencies: understanding needs, research design, information collection methods, time, and cost. Three agencies provided proposals that differed in these areas, such as behavioral vs attitudinal

Uploaded by

Shyamal Verma
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Dewdrop Soap Partha Sarathi Minz

PC20200442

Oasis Products Ltd were a big household name in the Indian toiletries business in 1980’s. The market was
competitive with 30 active brands in toilet soap with 10 more expected to be launched. The company had
chosen “Dewdrops” from its international product bank to be introduced in the Indian markets. They have
setup capability to manufacture it locally. It was perceived a distinct premium segment product at a
competitive pricing. The value proposition of the premium soap was smoother, softer, and more beautiful skin
which was directly adopted from international campaign which was fortunately fitting well even in Indian
setting. Management decided to introduce it then because the market getting crowded with plethora of toilet
soap and they wanted to secure consumer perception before the customer get any more overwhelmed with
product option.
The target of the product launch was to capture at least 7% of volume share of the premium soap market. The
target audience based on decision maker for the product was identified to be the housewives. The management
decided to go for test marketing as it was a new product launch. The test was to be conducted in all urban
Maharashtra, cities of Delhi, Hyderabad, Madras, Bangalore, and Calcutta. The brand was to be launched in
January of 1987. After discussion among the managing director, marketing manager, and product executive of
Oasis Products Ltd., it was decided to compliment test market with market research. This will help them make
comprehensive conclusion if the product fails or succeed in the test market (achieve 7% market share in
premium toilet soap segment). For this primarily two aspects had to be researched, a) how healthy or
unhealthy is the performance of Dewdrops in the market. b) And a detailed diagnosis of why Dewdrops in
healthy or unhealthy so that corrective action can be taken in nation wide launch.
To conduct the fore mentioned market research, product executive had proposed four set of parameters which
need to be fulfilled by contending market research agency.
1. Understanding and appreciation of the situation and the information required
2. The specific measures recommended to obtain the required information
3. The research designs
4. The time and cost for the study
These parameters will be used to extract information in, 1) Measurement of brand health, and 2) Audit of
marketing mix. Three marketing agencies had approached to do the market research. And following are their
details.

criteria Research agency A Research agency B Research agency C


Informatio Required behavioral and Survey of the market was to 2 kinds of information were
n collection attitudinal information. be conducted from the first sought after. “facts” related
Behavioral information was month of product launch on information including trials,
to be continuous in nature a monthly basis. repeat purchase, when bought,
and collected with help of etc. “feelings” related which
consumer help. Separate falls in line of brand
sample of customer was to perception among the
be approached for attitudinal customer base.
information.
Estimated Behavioral: 8 months 8 months in total Fact related: in 8 months.
time Attitudinal: 9 months Feelings related: end of 6th or
8th month depending on
market trend.
Frequency Behavioral: Once in 2 Monthly basis: 8 surveys “facts” related information:
months based on eight report monthly based survey starting
Attitudinal: 3 months after from the first month of
launch, then after every two product launch.
months “feelings” related
information: one shot survey,
6-8 months after the launch.
Cost Rs. 6,50,000 Rs. 9,00,000 Rs. 6,20,000

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