Marico Launches Parachute’s Advanced BodyLotion

Popular FMCG player Marico launched body lotion/moisturizer for skin recently under Parachute Brand. As we just entered in winter season, the company is ready to hit the market with body lotion product to the customers. Especially dry skin needs special care & attnetion  during the winter season and here is the product in the from Parachute advanced Body Lotion. The product is priced Rs.40 for 100 ml and Rs.20 for 45 ml and Rs.99 for 250ml.Certainly the pricing of the product is going to lure consumers towards it.  And the brand claims that it is natural moisturizer for soft and silky skin with milk of coconut which is not away from its basic coconut ingredient. 

The product makes use of ingredient by name Carbomer, which is an excellent thickening agent. Hypo-allergenic ,does not support bacterial growth. It has also got a nice skin feel producing solutions and gels that feel rich and luxurious to the touch.

Moreover, the bottle comes with a nozzle tip, bottle shape is curvy that represents body of a female. The product positioning portrays that it gives soft and beautiful skin for the product users and TV commercial also supports it. The ad try to convey the message of soft skin that provokes you touch again and again. That's why the brand extension has got the tagline "Love Dobara".  

Marico is offering a various products for hair oil, hair care, and even skin care. It seems  Marico intention is to make parachute a personal care brand.     

Parachute Body Lotion TVC:Click Here

XUV500: The SUV from M&M

M&M recently launched its SUV, the the XUV500 in three variants i.e W6 base variant, middle variant W8 and W8 4×4 variant. It has got mHawk140, Direct injection diesel engine5th generation Variable Geometry Turbocharger (VGT) with 2179 cc, with max gross power 140 Bhp(103kW) @ 3750 rpm along with 330 Nm @1600-2800rpm torque, 6 speed synchromesh manual, 200 mm ground clearance and with P235/65 R17, Radial Tubeless tyres.

The XUV500 has got all safety features, six airbags, all-round disc brakes with ABS, traction control and electronic stability program. It also offers driving aids like hill-descent control . Other features of the XUV500 are tyre pressure monitoring, cruise control, touch-screen integrated music system with steering audio controls, GPS navigation, Bluetooth phone connectivity, power-folding rear-view mirrors, puddle lamps, cooled glove box and plenty more. What Mahindra has done is to take all the best features offered in competing vehicles and include it in the XUV500.

Pricing:

The XUV500 is priced so aggressively to beat the competition in the SUV segment (Ford Endeavour, Toyota Fortuner, Tata Ariaand Skoda Yeti).The base model/variant of XUV500 was priced at Rs.10.8 Lakh (Ex-Delhi) and whereas the base model of Tata Aria is at Rs. 12.6 lakh.

May be the M&M intention is to offer “value for money” proposition with XUV500 that meet the expectations of SUV buyer who cannot afford 15 or 20 lakhs plus for an SUV. Leading SUV’s whether Ford Endeavour, or Toyota Fortuner, they priced almost double the price of XUV500. In terms of features, XUV500 offers more than what they offer. So I feel XUV500 got value for the money.             

QUCO: Perfume for Hair

QUCO, a  is an example for marketers conscious effort and keen focus on minute needs of customers. People might have experienced the smell of their hair sometimes, but they may not be serious about that. But, for marketer it is the their job to identify the even the smallest (problem) and benefit on that. Yes, it was identified  by vini cosmetics  and designed product to meet the problem with QUCO. So it is an example as to how marketer expands their product portfolio.

Quco is a hair perfume brand from Vini Cosmetics. Quco hairspray is one of the products from this company. It is trying to create a new product category for hair perfume in the Indian market through its innovation. One of the biggest challenge in front of vini cosmetics is the positioning of the QUCO product in the market. Moreover, Indian consumers are not even aware of this type of need for a hairspray. Certainly, it has to highlight the benefit/usefulness of the product through its positioning strategy to its customers, for that it has to educate through its promotional campaign.

Coming to behavioral aspects, especially the adoption process, is influenced by factors like perceived benefit, perceived risk. The brand claims to be alcohol free, thereby addressing the risk factor. The next point is to see whether the product is considered as a useful one or not. Though, the brand create awareness, does it really succeed enough in moving the consumer to retail outlet and compel him to purchase. Does Indian consumers really felt strong need for hair perfume? If yes, Does he/she really willing to shell out more than hundred bugs for this? So wait and watch the market to get the questions answered. Well, it the best example for product innovation which tries to create a new product category in the Indian Market.

Research For Marketing Decision

Meaning of Marketing Research

Today, marketing research is pervasive. We will define marketing
research as "all techniques used to provide information that assists
the firm in all of its decision-making processes relevant to customers
or clients."

Marketing Research: is the systematic, objectives and comprehensive
search for the study of the factors related to any problem in the
field of marketing.

Types of Marketing Research:

Marketing research approaches are varied. There are many different
types of marketing research projects that require various types of
knowledge and academic background. Approaches to conducting marketing
research range from quantitative to qualitative in nature.

a. Quantitative Marketing Research : Quantitative marketing research
is comprised of sophisticated techniques that require expertise in
descriptive statistics. Types of quantitative marketing research
include surveys, audience measurement for different types of media,
and store audits etc.

b. Qualitative Marketing Research : Qualitative marketing research may
require a broad knowledge of psychology (the study of individual
behavior), sociology (the study of group behavior), and social
psychology (the study of individual behavior.

Qualitative research is less involved with numbers and usually
provides a 'closer interaction' with the subjects in the research
project. Types of qualitative research include focus groups and
observational studies. Observational studies involve watching
respondents while they are engaged in some activity. Qualitative
research, at present, is growing much faster in popularity. The
reasons for this are that qualitative research is usually less
expensive and faster to perform than quantitative marketing research.

Scope of Marketing Research

Marketing research is concerned with the study of the factors that are
directly related in marketing of goods and services and it includes
the study of the effectiveness of the marketing-mix, advertising
strategies, competition and consumer behavior. It is helpful in
formulating strategies suitable for market as well as also guides in
planning and future forecasting by analyzing factors.

1. consumer research

2. Product-mix research

3. Sale research

4. Distribution analysis

5. Pricing strategies impact analysis

6. Market share analysis

7. Market characteristics analysis

8. Competitor research

9. Promotion Research

*Ranganadh Emmadi*

Important Questions in RMD for Semester Exams

Ist Unit

Define Marketing Research? Evolution of marketing Research and applications of Marketing Research?

 or 

 Write steps in Marketing Reserch Process

II unit 

What is measurement and scaling? write about different of scales including attitude scales?

 or

 What is questionnaire? what are steps in questionnaire design process?

III unit

Problem on Decision Tree

 or 

problems on  EMV, EOL, EVPI

IV unit

Mann Whitney U test

or 

Wilcoxan matched pair Test

V Unit

Problem on Multiple regression

or 

Research report preparation or Factor Analysis

Short Answer questions

Simulation

Experiment

Panel

Sampling

Validity of scale

Semantic defferential scale

Research design

Decision tree/theory

Secondary data

Questionnaire

Exploratory research

Types of scales

Non response error

Mortality

Regret criterion

Evpi

Mdss

Guttman scalogram

-- 

Ranganadh Emmadi