Market Research: Hand Cream
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Transcript of Market Research: Hand Cream
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