nrcco research brief

7/31/2019 NRCCO Research Brief

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Navratna Research Brief

Brand: Navratna Coconut Cool Oil

Background:Navratna Coconut Cool Oil (NRCCO) is the strategic variant of Navratna oil, and is a uniqueproduct combining the value of both Cool oil and Coconut oil under a single product. It deliversthe value of Navratna cool oil but in Coconut oil base.

We wishes to conduct qualitative research to gain deeper understanding of the consumer needsin hair care and specifically the benefit area of cooling oils & Coocnut oils; to fine tune/develop

communication propositions of NRCCO.

Objectives of the research:1. Understand category of Coconut oils and their role in overall hair care

2. Key drivers of the Cooling Oil & Coconut oil category3. Brand awareness, usage and value associations- more brand clusters, groups4. Consumer need states, gaps and future expectations

5. Explore cooling as a benefit and its relevance to the consumers6. Consumer reactions to concept and product areas for improvement/ modification

Information Areas:

Category Understanding: (With Both Coconut &

Cooling oil users)1. Hair health / grooming problems faced today2. What are their daily hair care habits, what products are used (oiling shampoo post

wash products). How often do they use, why and how.- is the same bottle used across-or do different people use different shampoos- on what criteria is the decision based,how does family use influence the decision?

3. Usage and attitude towards hair oils

4. Role of oils in hair care/ grooming.5. Triggers and barriers to the category6. Perceived category benefits/ emotional pay offs- check nourishment and its role and

expectation in hair oils.

7. Current areas of satisfaction and dissatisfaction. Need gaps and expectations. What

according to them is an ideal hair oils.

Consumer Understanding (Parachute/Coconut oilUsers):1. Competitive landscape analysis

a. What brands are consumers aware of TOP, unaided & aided


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b. Perceptions of brands, values and image associated with each of the brandsSpecific people/ symbols associated with these brand, Is there any basis ofdistinction?

2. Purchase Intention: Parameters evaluated while considering and choosing a brand.

3. Are they brand loyal or experiment?4. What are the new developments in the market- what are they attracted to?

5. Usage Habitsa. Frequency of Purchase

b. Frequency of usagec. Study the common application habits - Pre/post bath

6. Perceived benefits of Coconut oils/emotional pay offs- check nourishment and its role

and expectation in hair oils.7. Perception of cooling oils perceived benefits, its relevance with hair care, any

deterrent/barrier for trying.

8. Explore area of value added benefits - and in this context explore Coconut oil + cooling- what could be the benefits perceived- what would be the ingredients- any positives,negatives/ any concern areas?

Consumer Understanding (Cooling Oil Current Users& Lapsers):1. Competitive landscape analysis

a. What brands are consumers aware of TOP, unaided & aided

b. Perceptions of brands, values and image associated with each of the brandsSpecific people/ symbols associated with these brand, Is there any basis ofdistinction?

2. Purchase Intention: Parameters evaluated while considering and choosing a brand.

3. Are they brand loyal or experiment?4. Usage Habits

a. Frequency of Purchaseb. Frequency of usage

c. Study the common application habits - Pre/post bath5. Explore benefit of cooling (sensorial), laddered benefits importance, relevance in

their lives6. Perception of coconut oils perceived benefits, its relevance with hair care, any

deterrent/barrier for trying.

7. Explore area of value added benefits - and in this context explore Cooling + Coconutoil - what could be the benefits perceived- what would be the ingredients- anypositives, negatives/ any concern areas?

Concept exploration:

Post concept exposure

1. Responses to concept Importance, Relevance, Credibility of claim, , uniqueness,Improvement areas, likeability, trial intention, disaster check

2. Is the benefit being communicated clearly, what is the consumer articulated benefit.

3. Product exposure: reactions to product- colour , perfume, packaging, likes /dislikes4. Reactions to brand Navratana- how does it stack up vs. others/ MOUB? Brand

product fit. Where will it get placed on the market map? What are the expectationsregarding brand and product?


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Target Audience:Women aged 25-35SEC B1 B2Current users of Coconut Oil Top 3 brands Paracute/Shalimar/Dabur Vatika

Women aged 25-35

SEC B1 B2Current users of Cooling Oils Navratna Oil.

Centres:

TN (Chennai/Madurai) & AP (Rajmundri/Hydrabad)

Stimulus Required:

Concept SheetsProduct Sample

Pack Sample

Competitor Samples

nrcco research brief

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