MOROCCAN OIL- Hand Cream -

Jessica Wilkins, Alicja Fratczak, Zaida Rivera, Takuya Suzuki

Positioning

Moroccan Oil Hand Cream will be positioned as a high quality hand cream known for its effective and safe ingredients

Objectives of Research

● Broaden knowledge of hand cream market● Understand customer decision process● Learn customer’s feelings on Moroccan Oil

hand cream● Explore potential IMC programs for the

brand

Target - based on secondary data

● Upper Middle Class● African American● Household with Children younger than 18

*Men: untapped market

We Researched...

Qualitative - Total: 25 - Age: 18-55 - Female - March 2014

Quantitative - Total: 55 - Age: 56% Under 25

27% 25-34 - 80% Female - April 2014 - 9 Questions

Qualitative Report Findings ● Tend to have specific routine● More consumption during colder seasons● Increased consumption with older age● Getting a manicure is considered taking care

of hands

Qualitative Report Findings

● People pay attention to ingredients● Evoked set of hand cream brands:

-Nivea-Aveeno-Vaseline -Cetaphil-Neutrogena

Qualitative Report Findings

● Smell is important*but rarely affects purchase decision

● People know about Moroccan Oil brand*but only hair care products, never hand cream

Conclusions

● People care about their skin

● Effectiveness and quality are important

● Willing to pay more for trusted brands

● More likely to purchase hand cream in the

winter

Reccomendations

● Gift with purchase promotions

● Introduce in nail salons

● Emphasize effectiveness and quality

Quantitative Report Findings

1 - Effectiveness2 - Ingredients3 - Price4 - Smell5 - Package design

● Are ingredients safe?● Are they effective?● Will it work?● Does price correlate with quality?

Quantitative Report Findings

Consumers have high interest in effectiveness & ingredients

Quantitative Report Findings

- 50% of survey respondents are willing to pay up to $10

- Interviewed respondents would pay $12 - $20…*but $18 is too expensive for the smallest package

● $18 … Expensive?

Familiarity with Moroccan Oil Brand

● 52% awareness of the brand does not reflect the awareness of the actual hand cream

Conclusion

● Consumers expect effectiveness and safe ingredients from their products

● Moroccan Oil Hand Cream is beyond many people’s price points

● Moroccan Oil Hand Cream is not a widely recognized product

Conclusion of Findings

● Both qualitative and quantitative research proved that ingredients and effectiveness are very important

● Brand awareness of the Moroccan Oil Hand Cream is very low

● Exposure is crucial to increase sales

1 - Gaining Consumer Awareness Gift-with-Purchase promotion

2 - Exposure is key Providing samples to nail salons

3 - Emphasizing Quality and Effectiveness

IMC Program we recommend...

The End