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PERZAAN

KELAWALLA

DEEPAK

NAINWAL

GAURI

GHATGE

DAVNEET

CHOPRA

GEORGE

JOSEPH

PRODUCT TEST NIVEAWHITENING DEODORANT

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Background of Deodorant

Market

Product Profile

Research Approach

Target Group

Table of contents

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The deodorant market in India is estimated at Rs 1054 crore.Womens deodorants constitutes 30% of this market estimatedat Rs 316 crore. The segment is expected to reach 1334 croreby 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 deodorantcategory.

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 :

(a) affordable price points

Background

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NIVEA has developed WHITENING a deodorant thatrepairs underarm skin and makes it fairer & even toned. Italso has 48 hr efficacy and care with long lasting femininefloral fragrance to provide long lasting freshness.

This deodorant contains a product ingredient calledlicorice extracts that counteracts skin darkening andworks against hyper pigmentation.

The deodorant also contains witch hazel that exhibits skincalming and soothing effects and has astringent propertiesthat help close small wounds and ease itching post repair.

Aerosol spray Rs.179 for 150ml & Roll-on Rs.165 for50ml

N vea W tedeodorant

Product Profile

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Research

ObjectiveTo conduct aProduct ConceptTesting on targetconsumers todetermineviability oflaunching

Niveas newwhiteningdeodorant intothe market

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Young Indian Urbanwomen

Age group: 16 35yrs

Beauty oriented

Looking for Productwith extra benefitsCurrent Deo Users

Target Group

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150 samples per city4 Cities Mumbai,

Delhi, Kolkata,ChennaiSamples being

considered belong to

SEC A & B

Sample Size

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MUMBAI

KOLKATA

DELHI

CHENNAI

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Initially we shall recruit our TG through primaryresearch(questionnaire) and secondaryresearch( 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 deosample on one arm pit and their current deo on theother arm pit ( to compare performance to bothbrands )

Post one week they will be interviewed by field peoplewho in turn will record responses via questionnaire

Collect back product samples & Non Disclosure

Research Methodology

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Through our questionnaire we intend to capturedata such as:

Relevance of the productFreshness effectFragranceLong Lasting effect

Reliability of the productFrequency of useHealth related issues of deodorant use (safety)

Ability to reduce underarm darkening

Information Areas

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Questionnaire preparation 4-5 days

Field work set up 3-4 days

Recruitment of TG & distribution 10 days

of product samples

Analysis and Reporting 5 days

Total Time 25 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

Timelines andInvesment

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