market research anti fog mirrors business proposal

Market Research and Analysis

Report

Anti-fog Mirrors For

P&G and Gillette

Prepared by Josh Domingues and Huzefa A Chiniwala. CJ Research LLC.

Proctor & Gamble Anti-Fog Mirrors Gillettte

© CJ Research LLC.

Report Outline

i. Product Overview

a. Product Description

b. Target Market

c. Price

d. Place

ii. Discussion of Problem

iii. Proposed Research Design

a. Secondary/Desk Research

b. Qualitative

c. Quantitative

iv. Budget allocation and fees

v. Reporting &Timing

vi. Credentials


© CJ Research LLC.

Product Overview

Details and Description

The product is the result of ground breaking research over the last few years to come up with the perfect mirror

for shaving. At Proctor and Gamble the Gillette team has always strived towards improving grooming for men

and now they have taken it a step further. Our latest product is a non-fogging mirror called specifically made for

shaving called ShowerShave! So what’s special about the Mirror? This unique mirror does not fog. Our unique

formula of Chinifide Joshitate which coats the mirrors does not let the mirror get foggy even in the steamiest of

rooms. The product has been tested many environments such as bathrooms, hot tubs and even saunas and

there is a 0% that this mirror will fog up.

Rough Product Design

Target Market The Target Market for the product are Professionals for whom every minute is valuable and want to get things

done especially grooming in a fast and efficient way. They would generally be men ranging from the age of 18-55

including young professionals as well as people in senior management who are well educated and belong to a

higher income bracket.

Price Since this is a new concept and a unique first of its kind idea, our initial pricing strategy will be that of a premium

pricing strategy. The selling price will be around between 25$-30$. There are two ways that the products can be

sold. It can be sold independently as an individual product or as a part of Gillette’s Mach V complete grooming

kit for men.

ChinifideJoshitate Coating

Actual Mirror

Suction Cup to hang mirrors

Aperture near the top which can

be used for hanging


© CJ Research LLC.

Place X will primarily be sold at most major departmental stores, supermarkets and drug stores where Gillette

products are usually available. These include:

Shopper’s Drug Mart

Walmart

Target

Real Canadian Superstore

Loblaws

Skor

Saks

And many more

Discussion of Problems


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Problem Identification The primary problem with our product is determining just how high demand for it will be. Like all Gillete

products, there is a clearly defined target market with men ages 18-55. A product like a non-fogging mirror aims

to make necessary but annoying aspects of life more convenient and less time consuming. The idea behind the

product is for its primary use to be in the shower. Many men already shave in the shower despite obviously not

being able to use a mirror. Questions for our research then arise out of this:

a) Would men who already shave in the shower embrace our product so their shave is easier, more

accurate, and better looking in general? Or would they look at a non-fogging mirror as an unnecessary

expense since they can do without it?

b) Just how many men shave in the shower as it is? Is this a significant portion of our target market?

There are also men who shave outside of the shower. Do they shave before a shower, after a shower, or is their

shave schedule unrelated to bathing? Allowing the assumption that most men shave after a shower due to the

relative ease of it as compared to before, several questions arise of this group in relation to our product:

c) Do these men not shave in the shower because of the lack of a mirror? Would they convert if a non-

fogging mirror was made available to them?

d) When exiting the shower, would the annoyance of shaving in a fogged mirror make them likely to try

our product or would they view it as an unnecessary expense?

Furthermore, though the primary use and market for our product is clearly in the shaving category, the sheer

technology behind it is bound to raise interest for other reasons and potentially other markets. The questions

for this would be:

e) Would women want the product to help with their shaving in the shower? How big is this potential

market?

f) Are we unaware of any other potential uses for the product? Would these potential uses increase its

potential market?

Proposed Research Design


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Since the majority of our research problems are exploratory in nature, obviously the exploratory research design

should be employed. However, there is also hard data we would like to collect and thus, our exploratory

research shall be supplemented with quantitative research as well Secondary research which will help us clarify

and our objectives and provide lines of enquiry for the next stages. We will pursue both options.

Secondary Research Our secondary sources will help us in refining our objectives. It will also help in clarifying and confirming our

enquiries going into the next stages of the research. The secondary research for this project will first start

internally; we will have to schedule a few interviews with the employees and executives who have been key in

the development of the product as well as other people who will have a major role on the success of the product

in the future. We will also need internal reports relating to the marketing and development of the product

including reports from your marketing and sales team & the R&D team. Apart from these any past reports

relating to Gillette products which might have an impact on the sales of the mirrors such as the Mach V(with

which the product will be sold) will also be need. An external search will also take place. We will analyse and

obtain market intelligence reports about grooming and to check what kind of impact Anti-fogging mirrors might

have on the market. Overall the secondary research will help us answer questions such as-

Has there ever been a previous need for mirrors like these?

Did any other company come up with a product similar like this in the past?

Will the competition be able to come up with a similar product after we release ours?

Has there been a previous demand for the product in the past?

What kind of Market Inelligence is available which will further enhance our knowledge about the

product and its impact?

Exploratory Research For our exploratory research we will be conducting a series of focus groups with the following targeted

participants:

a) Focus Group 1: Men, Ages 18-55

b) Focus Group 2: Men, Ages 25-35

c) Focus Group 3: Men and Women, Ages 25-55

Focus Group 1: These groups will be comprised of our target markets and designed to lead discussion to

effectively measure enthusiasm about our product, they will include men with different demographics, varying

income levels, education and jobs. We would also like to discover possible answers to our qualitative questions-

Why do you shave in a shower?

How beneficial would a non-fogging mirror be?

If you don’t shave in the shower would you now consider it?

If not, would you still be interested in the product?

Other behavioral questions, motivators and de-motivators

Focus Group 2: These groups are more interested in the behavioural aspects of our target market to help in the

development of a marketing plan. The age is whittled down to the ages generally reserved for more hard core


© CJ Research LLC.

professionals who are highly educated and belong to a specific income bracket as we feel this is a significant part

of our target market.

Focus Group 3: These groups are designed to be more free-flowing to help Gillette get an idea to how the

product will be used outside of shaving, if the product has any novelty value, if there would be interest outside

of the target market.

Rationale: Our qualitative questions have a lot to do with behavioural aspects of the target market, and focus

groups can help gleam information in this regard. Furthermore, the interactive, conversational ideal of a focus

group is also an excellent idea generator, which is helpful for such a new, innovative product.

Quantitative Research The answers to our quantitative problems are all straight-forward data issues that can be solved through the use

of surveys- specifically surveys to existing customers. The distribution of these surveys can come either through

our online website or through product sales with incentives. All the information we need is concise yes or no

and likelihood answers- Do you shave in the shower? Would you shave in the shower with a mirror that allows

you to? Would you be interested in a non-fogging mirror? How likely are you to buy this mirror with a

shaving/grooming kit? These are simple questions that require simple answers from a relatively simple target

market.

Rationale: With the necessary data will be yes or no questions as well as behavioral type as in how likely a

person is to perform an action based on a certain scenario, and inherit distribution network for surveys to our

defined target market, surveys were the best options in obtaining the quantitative research we need.

Screeners

For the survey questionnaire we will be asking questions that are relative to our target market, our survey will

be open though, that is anyone can fill the survey out. This will help us get different perspectives from people

who we do not consider or target market right now. This will help us get a clear understanding of what the

general public seems to think of our product. The screener questions will include

Age

Gender

Profession

Yearly Income

Behavioral Questions

Likelihood questions

Other comments and suggestions


© CJ Research LLC.

Budget Allocation and Fees

The fees quoted below are exclusive of tax. They are based our terms and conditions which are appended. The

fees are subject to the assumptions that we have made for the above project and can change if our assumptions

are proven to be incorrect. Extra cost will be added if any additional work is required to be done which we may

have overlooked or brought upon us by the client.

Phase Description Fees

Secondary Research 15 hours senior executive 30 hours junior executive

Purchasing/Accessing Intelligence Reports

$3000 $3000

$15000

Qualitative Research 9 focus groups in total. Three per classification $22,500

Quantitative Research Online Survey and Survey Questionnaire with products.

$50,000

Reporting and Analysis Field Reports and Analytical Reports $6,500

Total $100,000

Reporting & Timing

Reporting Following the qualitative research an interim presentation-report will be presented before moving on to the

next stage of the research. An outline of this will be made into a presentation and will be presented directly to

the board. Once this has been approved a formal presentation of all the findings, along with the conclusions

drawn. Three sets of copies of the reports summarising all the findings and conclusions of all three stages of the

research will be submitted. Three sets of tabulations will also be provided. Transcripts from interviews can also

be made available upon request at no extra cost. Additional report copies can be provided but a small fee for

printing will be charged.

Timing The table below shows the timeline and deadlines of the project in brief. Weekly reports will also be submitted

to keep the management up to date with the progress of the report. This allows us to summarize the weeks

work and also modify phases according to any suggestions provided by the management. The timings have been

carefully studied to make sure the deadlines are respected and work is delivered on time. This timeline is

keeping in mind that we start work off within the next two weeks. We request the management to sign off the

project within the following week to make sure these deadlines are consistent. The deadlines will only change If

there are delays with the launching of the product or delays on the client side in getting approvals and in setting

up meetings/interviews


© CJ Research LLC.

Deadlines and Timelines Week Activity

1-3 Secondary Research, Desk Research and internal interviews

4-7 Qualitative Fieldwork, Focus Groups

8 Interim Presentation-Report Available including Secondary & Qualitative research reports

9 Questionnaire Development for the survey

10-15 Survey Rollout

16-18 Data preparation, Coding and analysis of the Quantitative research

19 Preparation and compilation of the final report

20 Final report for all phases available

Credentials

The research will be carried out under the supervision of CJ research’s director and Co-founder Josh Domingues.

Josh has worked in the field for many years and is an expert in the application of research techniques in the fast

moving consumer products and food industry. He has worked in various international research organizations in

many countries including the UK, France and Italy.

The day to day activities will be overlooked by Huzefa Chiniwala. Huzefa recently joined the company and is part

of the board of directors. He is young energetic and has delivered many outstanding projects in this sector in the

last few years for many international organizations before joining us. He shall make sure that all the fieldwork is

supervised by him or his assistant and is carried out by the best trained professionals. We make sure that the

fieldwork meets the highest industry standards laid down by Professional bodies and organzations.

market research anti fog mirrors business proposal

Data & Analytics