Assignment Assessment Report

Campus: HYDERABAD Year/semester 2nd year/3rd sem

Level: PCL-I Assignment Type Assignment A

Module Name: Research & Analytics Assessor’s Name VIBHOR

Student’s Name: Srinivasarao.b Reqd Submission Date

e-mail id & Mob NoSrinivasarao254@gmail.com

Actual Submission Date

Stream business Submitted to :

Certificate by the Student:

Plagiarism is a serious College offence.

I certify that this is my own work. I have referenced all relevant materials. (Student’s Name/Signatures)

Expected Outcomes Assessment Criteria Grade based on D,M,P,R system Feedback

General ParametersClarity Clear understanding of the

conceptAnalytical Thinking- Ability to analyze the problem

realistically and take required actions.

Research and innovative approach

Research carried out to reach the outcome and innovative methods used

Formatting & Presentation-

Concise & clear thinking along with presentation

Subject Specific ParametersBusiness Case Analysis Techniques

Drafting a proposal

Assignment Grading Summary (To be filled by the Assessor)

OVERALL ASSESSMENT GRADE:

TUTOR’S COMMENTS ON ASSIGNMENT:

SUGGESTED MAKE UP PLAN (Incase student is asked to re-do the assignment)

REVISED ASSESSMENT GRADE

TUTOR’S COMMENT ON REVISED WORK

Date: Assessor’s Name / Signatures:

PCL- I Research & Analytics

Assignment A

Problems:

1. Apple Inc. is a large technology company with several business units operating in

different markets, including desktop computers, laptops, tablet computers (iPads),

portable music players (iPods), smart-phones (iPhones) and software to support

these products.

Develop competitive intelligence on the activities of Apple Inc. by using GE/McKinsey

Matrix

2. You are the brand manager for a shampoo brand in the market. You wish to conduct a research to find out what is the current perception of consumers about your brand vis-à-vis other brands. You also want to know - what are the most important factors buyers consider while buying a brand of shampoo. The decisions you will take based on above research are-

a. Whether to reposition your brandb. Whether to launch line extensions of the current shampoo brandc. Whether to launch a new brand of shampoo

Write a ‘brief’ to a leading marketing research agency, describing your proposed research and asking them for a proposal.

Now, also assume the role of marketing research agency which has received the ‘brief’ mentioned above. You have to write a proposal for this study, including a general idea of the methodology, sampling plan, time and cost.

APPLE

INTRODUCTION:-

computer software, and portable devices like mobile telephones and music player.Apple  is an  American company that makes computer hardware, ple calls its computers Macintoshes or Macs, and it calls its laptops MacBooks. Their popular line of mobile music players is called iPod and their smart phone line is called iPhone. Apple sells their products all around the world.

Apple Logo

 It also sells a range of related software, services, peripherals, networking solutions, and third-party digital content and applications. Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad. Apple computer is committed to protecting the environment, health and safety of their employees, customers and the global communities where they operate. We recognize that by integrating sound environmental, health and safety management practices into all aspects of their business, they can offer technologically innovative products and services while conserving and enhancing resources for future generations. Apple strives for continuous improvement in our environmental, health and safety management systems and in the environmental quality of their products, processes and services.

1. Competitive intelligence on the activities of Apple Inc. by using GE/McKinsey Matrix:-

A competitor wishing to gain competitive intelligence on the activities of Apple Inc. could do so by placing its business units into a GE/McKinsey Matrix. By analyzing this matrix, it could determine which business units Apple is likely to invest in heavily, develop selectively, or divest.

The market attractiveness axis would be relatively easy for the competitor to assess if it is currently operating in that market, since this consists of factors external to Apple. This includes easily obtainable information such as the current market size and market growth rate. However, some factors would have to be assessed subjectively, such as barriers to entry and the state of technological development.

In contrast, the business unit strength axis would be more difficult to assess since it consists of factors internal to the company, such as customer loyalty, access to resources, and management strength. However, a great deal of information could be obtained from secondary sources, such as the Internet, the media, and shareholder reports.

From an assessment of the above GE/McKinsey Matrix, it becomes clear that Apple is at least moderately strong in each of its business units and it competes in a number of attractive and fast-growing segments, such as tablet computers and smart phones. A competitor performing this analysis would realize that Apple is unlikely to divest any of these business units and is likely using its personal computer and music products as cash cows in order to fund R&D and growth in the faster-growing markets. The barriers to entry in all of these markets are considerable, since entry would require a large amount of funding for either R&D or the acquisition of the necessary technology and expertise. If the company performing this analysis decides to compete with Apple, it should do so in the newest, fastest-growing markets (tablets and smart phones), as these represent the areas of greatest opportunity, despite Apple’s early dominance.

2. I am the brand manager of clinic all clear shampoo

To, MARISUS Market Research Agency,HYDERABAD.

What I need or require: I need market research and market intelligence into shampoos and conditioners and face creams in India. What is the competition, how much their products are, the size of the market, who are the main purchases of the products 

What I already have versus what the contractor will deliver: I currently have little to no information on kids shampoos/conditions/face creams

Other context/requirements that contractors will need to know: In terms of how the competition is placed I will want to see what each product is aimed at and how they market their products

Specific expertise/background that I am seeking: Seeking someone who can research into the competition in this category, the prices, positioning, ingredients, market shares, size of market. 

Timeframe for delivery: I will need this in by the 10 December 2012

Thanks 

BRAND UPDATE:- Clinic All Clear has launched India's first anti-dandruff shampoo for men. The brand is launched in two variant: Active Sport and Hair fall Decrease. According to the press release, HUL has conducted intensive research which revealed that Men's scalp is significantly different than the female scalp and hence require specialized care. Also men's scalp is found to have 33% more dandruff

than that of females, reason being more sweat and less hair care. These insights have helped the company to launch a variant addressing this segment.Although the company states these reasons, the real reason behind this launch is that Men's grooming market is booming. Clinic wants to retain its overall leadership position in the shampoo market and does not want to be lagging in a booming segment. Moreover, the brands like Grainier are already targeting men for their shampoo range.

Various products of clinic all clear:-

Solid

Solid shampoos or shampoo bars use as their surfactants soaps and/or other surfactants conveniently formulated as solids. They have the advantage of being spill-proof, and the disadvantage of being slowly applied, needing to be dissolved in use

Jelly/gel

Stiff, non-pourable clear gels to be squeezed from a tube were once popular forms of shampoo, and can be produced by increasing a shampoo's viscosity. This type of shampoo cannot be spilled, but unlike a solid, it can still be lost down the drain by sliding off wet skin or hair. As an alternative to synthetic detergent gels, soap jelly was formerly made at home by dissolving sodium soap in hot water before being used for shampooing or other purposes, to avoid the problem of slow application of solid shampoos noted above.

Paste/cream

Shampoos in the form of pastes or creams were formerly marketed in jars or tubes. The contents were wet but not completely dissolved. They would apply faster than solids and dissolve quickly. Jar contents were prone to contamination by users and hence had to be very well preserved.

Dry shampoo

Powdered shampoos are designed to work without water. They are typically based on powders such as starch, silica or talc, and are intended to physically absorb excess sebum from the hair before being brushed out. Those with dark hair may prefer to use brown powders such as cocoa or carob powder.

KEY FINDINGS

       It has been observed that people use not only shampoos but

home remedy is also preferred because of its uniqueness of

effectiveness. People also use more than one shampoo or keep two

shampoos

       Most people have tried one or more shampoos but hardly finds

any differences. Except for clinic all clear and organic in which

respondents have positively agreed of best shampoo than others.

       People buys those shampoos giving them maximum benefits.

Female normally look for shampoo matching with their hair type

but male look for combination of benefits i.e. 1sthair problem and

then fragrances followed by price.

       An advertisement is the one that influences a lot than any other

factors.

       Most people change their shampoos occasionally but there are

people who never change their shampoo i.e. they are satisfied with

their current brand.

       People normally shampoo twice a week or three to four times a

week.

       Most people normally buy sachets available followed by above

250-ml pack.

       Most people know of the brands through advertisements. Next

come magazines. And then the newspapers.

       Satisfaction is maximum drawn with people using clinic and

organic. These are the brands, which attract most because of

perceived quality and brand image. 

BRAND IMAGE OF SHAMPOOS AS A PERSON

       The survey reveals that the  Organics user with his Impressive

personality and Friendly  behavior provides Good company. He is

Outgoing and is Similar to most people. He is indifferent to

advertisements and Independently makes the major decisions of

his life.

       The user of Head & Shoulders has an Outgoing personality and

can impress people easily. He is meticulous in nature although he

independently takes decisions. He is similar to most people and

due to his friendly nature, provides Good company.

The consumer of Sunsilk is totally independent in making major

decisions. He seldom seeks advice from others and is indifferent to

advertisements. Although he is meticulous but lacks innovation.

His similarity to most people, outgoing and friendly nature, provide

good company and accord him an impressive personality.

       The  Pantene consumer is very friendly, gives good company

and has an impressive personality. He is meticulous and similar to

most people although he is outgoing he is not much of an

innovator. He independently takes decisions and never seeks any

advice from others.

       The user of Clinic all clear is quite innovative while he also

does his jobs meticulously. He seldom seeks advice and is

indifferent to advertisements as he is independent in taking major

decisions in his life. His similarity to most people, his impressive

personality and friendly nature always provide good company.

METHODOLOGY

SURVEY METHOD

I have chosen the exploratory research method for the research. In

this method all the questions are close ended. Except for few

questions that needed to be known as in question 10 of asking the

satisfaction and dissatisfaction level and know their problems with

respect to the brand they have used. The options in the form of yes or

no, Ranking & choosing one alternative out of various alternatives, I

could not take the open-ended questions in the Questionnaire because

of time constraint. The time given for this research is very short to

analyze the survey in Depth. The number of question related to

consumer behaviour research is 14. Out of which 4 Related to

personal details.

        Sample size: 20

        SRSWR

        Sex ratio: 1:1

        The studies were conducted in localities

        Mainly Students were covered and 10 % others considered for

the study.[College/school/Univ./inst./housewives]

        Sample coverage 10 male and 10 girls

 

RECOMMENDATIONS

       Target those people who use shampoo and trust the shampoo as

their best solution for hair care.

       Develop quality and brand image so that by trial of your brand

leaves with a good image and then followed by usage of bigger

pack which then will be used by them.

       Identify the key benefits such as hair strengthening, Missing

form shampoo and makes them the USP of new brands. The USP

could be rebuilding damaged hair, shiny and healthy hair.

       Look for different problems for which people use shampoo for

hair care, falling hair and dandruff’s etc. And deliver the same of

high quality and at the same time positioning the brand as solution

for your hair problem and which also rejuvenate your hair, and

keep your hair healthy to that target group.

       The ideas, associations and images that people have of a

shampoo brand determine the demand side of the brand equity

equation. There are two ways in which advertising is likely to

influence perceived product performance. First, by guiding the

expectations about the shampoo experience - process called

product enhancement and second, by creating a halo of superiority

around the brand via a mechanic termed “ Interest – Status”. There

are two key advertising related factors First, the advertisement

needs to be remembered. This is important because its main

influence is at the point of trial. Second, the message should relate

in some way to the experience of ‘using’ the product - for instance,

does it create any expectation  of what the shampoo would “ feel

like to your hair”  i.e., how will it take care of your hair and

especially to your specifications. But the advertiser should always

bear in mind that the benefits proclaimed are in line with what the

product can actually deliver.

       Use country wide sampling activity to acquaint potential

customers with the benefit of shampoo backing up the effort with

advertising to convert intent to purchase.

       Offer value for money impetus for the decision to use the

product more intensively