Marketing Research Case Study

Powerful Essays
Topics: Marketing
ASSIGNMENT II

Analyse the following case and answer the questions:

SYD COMPANY

The market for women’s hair shampoos has become highly specialized and segmented. In recent years a large number of special purpose shampoos have appeared on the market, each promising to provide various hair care benefits to the potential user. The Syd Company is diversified manufacturer of consumer packaged goods. At this time the firm has no women’s shampoo in its product line.

The company’s marketing research personnel met recently with a small research firm, FC Associates, and discussed the possibility of study of young female adults living in Bombay.

The Syd company had established—through a series of recently completed interviews with a small group of women consumers—that “body” (apparently connoting hair thickness or fullness) in a hair shampoo was frequently mentioned as a desired characteristic. Armed with this rather sketchy information concerning the desirability of “body” in a shampoo, the firm’s laboratory personnel had set to work on developing some prototypical compounds that appeared potentially capable of delivering this characteristic to a greater extent than brands currently in the market.

During the initial conversation between Syd and FC Associates, the following managerial problems came to the light:

1. Assuming that laboratory personnel could produce a women’s shampoo with superior “body”, is the market for this product large enough to justify its commercialization? 2. What benefits in addition to “body” should be incorporated into the new shampoo? 3. What are the characteristics—product usage, hair type, demographics—of people who are particularly attracted to a shampoo with “body”? (Knowledge of these characteristics would be desirable in defining the target segment for the new product.) 4. How would the concept of “body” in shampoo be communicated; what does the consumer mean by “body’ in shampoo? ( Knowledge of the

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