I n d i v i d u a l A s s i g n m e n t

2013

Sales drop in Fairness cream segment Research Proposal

Harish Babu R

2012PGP121

QUALITATIVE MARKET RESEARCH

Abstract:

In this report we are going to study, the reason that caters to sudden market change through

qualitative research. In effect, we are going to consider skin care products – Fair & Lovely. Here

we will proceed by knowing the problem in the skin care industry followed by appropriate

qualitative method used for collecting data from the appropriate respondents and the rationale

behind it. Finally, from the collected data we will be able to find the answer.

About Fair and Lovely: [1]

Several decades ago, a scientist working at Unilever's research center in Mumbai, India asked a

question no one had before - If less Vitamin B3 in the body could lead to pigmentation, could the

reverse be true? After extensive research, it was proven that Vitamin B3 could indeed lighten the

skin. And thus, Fair & Lovely, the world’s first safe and effective skin lightening product, was

born and launched in 1975.

Today, at the heart of this technology is Unilever’s synergistic combination of Niacinamide and

triple UVA+UVB sunscreens (which give broad spectrum UV protection).The key player in our

active mix is Niacinamide (Vitamin B3), which has been proven time and again to be a safe,

reversible cosmetic skin and spot lightening agent. A unique blend of Vitamin B3 along with

Vitamin C, Vitamin E and Vitamin B6 boosts the core efficacy of the product by providing

potent antioxidants, added spot lightening and healthy skin benefits.

Other actives, such as glycerin (the world’s best known moisturizer), allantoin (a skin benefit

agent) and skin identical fatty acids (e.g. stearic acid) also help contribute to delivering overall

great skin appearance. These multiple ingredients work on different steps in pathways that are

known to regulate and affect pigmentation and general skin appearance, and thus have a gentle

yet perceivable effect on darkened skin; spots and overall skin tone, thereby delivering expert

treatment like fairness.

Current Scenario of fairness category and FAL:

Figure 1: Data with respect to skin care industry

From the data and from figure 1it is evident that there is slow down of value and decrease in

volume of fairness product.

Research Objective:

What are all the factors lead to decrease in volume share and value share of Fairness cream

category???

Figure 2: Basic questions related to Research objective

Qualitative technique for collecting data:

In-depth interview, Focus Group Discussion and observation are the research methodology

recommended.

Problem can occur in three level Firm level, Customer level, and consumer level. In this case

problem is solved by above three methods in the way depicted in figure 3.

Research Methodology / Approach:

In-depth Interview:

The in-depth interview explores a topic in detail to deepen the interviewer’s knowledge of the

topic. Open-ended refers to the fact that the interviewer is open to any and all relevant responses.

There are no correct answers, and the interviewee is not asked to select from a series of

alternative choices. Ordinary conversation is the most common form of information collection.

The in-depth interview merely extends and formalizes everyday conversation. This type of data

collection is different from the structured or standardized interview, where the respondent

receives questions with fixed response categories. The in-depth interview, while focused, is

discursive and allows the researcher and respondent latitude to explore an issue within the

framework of guided conversation. [2]

Figure 3: Problems in each level and respective research methodology

This can be used in FAL, and with the conversation obtained we will be able to find out why

people are using fairness cream and what probe them to use it. This method is implemented

among non-users and we will be able to find out the alternatives for fairness creams. From the

old users we will be able to find the reason why they

Si. No. Respondent type Reason

1 Current users To know what probe them to use it

2 Non-users To know about the alternatives

3 Ex-users To know about the problems they had undergone

Table 1: Segmentation of respondents

are not using fairness cream now.

No. of Respondents: 10 from each segment given above

Sampling Methodology: Maximum Variation sampling so that we can get lot of options

Age: 18-40 female

Questionnaire: Exhibit 1

Focus Group Discussion:

Holding a focus group discussion is a good way to learn about people’s interests, perspectives,

opinions and knowledge about different topics. Knowing the perspectives, attitudes and desires

of your target audience is essential to developing relevant video content, support services, and

dissemination approaches. [3]

Focus groups can be used at the preliminary or exploratory stages of

a study during a study, perhaps to evaluate or develop a particular program of activities or after a

program has been completed, to assess its impact or to generate further avenues of research.

They can be used either as a method in their own right or as a complement to other methods,

especially for triangulation and validity checking. Focus groups can help to explore or generate

hypotheses and develop questions or concepts for questionnaires and interview guides They are

however limited in terms of their ability to generalize findings to a whole population, mainly

because of the small numbers of people participating and the likelihood that the participants will

not be a representative sample. [4]

This method should be applied to customers (i.e. retailer, distributors etc.). Suppose if we

conduct in-depth interview among individual customers then every will have their own bias (for

example, one might be saying lesser margin etc.). But under Focus Group Discussion the biases

can be reduced to maximum level.

This method is used to know about trend among the consumers and sometimes to know about

decision makers (i.e. who make the decision). Loyalty of the consumer well known to retailers,

from Focus group Discussion we might know about loyalty of the consumer since this is the type

product which is under heavy competition.

No. of respondents: 10 per group (5 groups minimum)

It is important that all the members in a group should have diversity so that we can reduce the

bias.

Sampling: Maximum variation sampling so that we can get lot of options

Moderator: Moderator should able to create convenient environment for the respondents and

should get information from all the respondents regarding the questions given below

Questionnaire: exhibit 1

Observation:

Observation is way of gathering data by watching behavior, events, or nothing physical

characteristics in their natural setting. Observations can be overt (everyone knows they are being

observed) or covert (no one knows they are being observed and the observer is concealed). The

benefit of covert observation is that people are more likely to behave naturally if they do not

know they are being observed. However, you will typically need to conduct overt observations

because of ethical problems related to concealing your observation.

Observations can also be either direct or in direct observation is when you watch interaction

processes, or behaviors as they occur, for example, observing a teacher teaching a lesson from a

written curriculum to determine whether they are delivering it with fidelity. Indirect observation

are when you watch the results of inter actions, processes, or behaviors; for example, measuring

the amount of plate waste left by student in a school cafeteria to determine whether a new food is

acceptable to them.

Here observation is used to find the effectiveness of product placement in the shelves compare to

competing product instead of competitor’s product by a firm (i.e. it is used to find is there any

problem with marketing of this product). Most of the competing products are able to charge

premium compare to FAL since it caters to mass segment so observation necessary to find the

defect in marketing of the product. It is also useful to find the behavior of the consumers in this

category.

No. of Respondents: more than 100

Method: Indirect it will give the original picture of the consumer and the marketing effectiveness

of the firm.

Plan for Data Analysis:

Step 1: Transcribing the data

Step 2: organizing the data

Step 3: Give codes to the first set of field notes drawn from observation, Focus group Discussion

and observation

Step 4: Note personal reflection or other comments in the margin

Step 5: sort and shift through the materials to identify the similar phrases, relationship between

variables, patterns, themes, distinct difference between subgroups and common sequences

Step 6: Identify these patterns and processes, commonalities and differences and take them out to

the field in next wave of data collection

Step 7: Begin elaborating the small set of generalizations that cover the consistency discerned in

the database

Step 8: Examine those generalization in the light of formalized body of knowledge in the form of

constructs or theories

Expectations from the research:

By analyzing the above data we will be able to find the factors lead to reduction in volume and

value share of this category and stigma attached with the consumers for buying the fairness

cream. Since this experiment is from all the three levels it will give whole picture for the

reduction in this category. Multiple researches are methods are used in order to avoid the biases.

Exhibit 1:

In depth interview should be done for other fairness cream user like Fairever etc. since FAL is

category leader conducting research from FAL user will give clear picture. But to get complete

picture it should be done for fairness cream segment following question are adjusted according to

the product

In the in-depth interview

1. Why do you use fair and lovely?(FAL users)

2. Why don’t you use fair and lovely?

3. Does it creating value it promised?

4. Tell what you love most about FAL?

5. Have you ever undergone any problem while purchasing FAL?

6. Who suggested you FAL?

7. When did you start using FAL?

8. Can you elaborate on the problem you have gone through?

9. Have you used complaining service from the company?

10. How was the servicing division of the company?

11. Are you aware any campaign against fairness?

12. Does any of the campaign or any other event change you attitude toward FAL or fairness

cream?

13. What type skin care product you are using now?

14. Why did you shifted to current product?

15. Who suggested the product which you are using currently??

FGD:

1. What is attitude of loyal consumer towards FAL from last few years?

2. Who is the key decision maker for this type of products?

3. Have you undergone any problem with company/distributor?

4. How the product placements on the shelves affect this category?

5. What is your view on sudden change of consumers from fairness to skin care segment?

6. How about the margins that you get for all the skin care products?

7. Have consumers complained about FAL?

References:

1. http://www.fairandlovely.in/aboutus/aboutus.html

2. http://www.pra.ca/resources/pages/files/technotes/indepth_e.pdf

3. http://ictforag.org/video/downloads/com-05r-wkst-focus-group-discussion-guide.pdf

4. http://sru.soc.surrey.ac.uk/SRU19.html