Be Awesome! Save 30% When You Go PRO in October. »
Become a Member
Guides and Reports
Show All »
Metrics & ROI
Search Engine Marketing
More Marketing Topics »
MarketingProfs Enterprise Solutions
See All »
Schedule of Events
Virtual Conference Series
Products and Services
Post a Question
Quick Start Guide
Find and Post Jobs
Real-World Education for Modern Marketers
Join Over 600,000 Marketing Professionals
Ask your question ... sign up today! It's FREE!
Just for Fun
Topic: Student Questions
Search more Know-How Exchange Q&A from Marketing Experts
This question has been answered, and points have been awarded.
Launching Foot Heel Cream & Antifungal Itch Cream
Posted by Anonymous on
2/27/2007 at 3:05 AM ET
i am abhishek, a marketing student.this forum is a treasured learning source for pple like me, thnks to the gr8 mind participating here.am doing my summer internship at a major fmcg and have been assigned new prod launch project - foot cream ala krack and anti fungal Itch cream ala ITCHGAURD
paras pharma is a major player in these OTC categories as a pioneer with strong positioning and chemist dist network.it enjoys undisputed brand recall thnks to its almost 30% spending on advertising.
i would definately undertake formal research bt i m looking forward to sniors here to guide me and give me insights and tips. how to frame the questionaaire n stuff
also if any1 can help me with sample research and new prod launch project in FMCG/related thn it would be helpful.
3/3/2007 at 11:07 PM
Paras Pharma is a case study in itself, and am sure you would already have access to the marketing campaigns and investments of the company and the activation strategies it follows, for its OTC category.
If you are looking at new product launch in the category you mentioned, then you would understand that your biggest challenge would be to understand the consumer's latent needs and his requirements - something which paras pharma has mastered over time.
Designing the questionnaire would be a difficult task - but even before that, I admit that I do not think this is the best mode of research for you. It is quite possible (and please correct me if you think otherwise) that you would be able to get data on usage pattern, consumption frequency, and daily life cycles to identify an opportunity for your company, with the help of questionnaires.
What you should be doing is FGDs and PIs of the TGs that you are addressing. This would help you in identifying gaps in the market, than look at what consumers are asking for, explicitly. Also, you would need to be careful on which gaps are
being addressed by you / your competitors, and design strategies accordingly.
Please feel free to get in touch, in case you need any pointers on the same.
Hope this helps.
3/7/2007 at 7:24 AM
hi puru ,
thanks for ur response.its true tht mere survey would nt yield much insights. i have also spoken to users indepth and uncovered few important attributes which ill ty and quantify through the survey.
as regard competitior's data , i cant find much on the internet and my organization doesnt have the ORG data on it too...thy say we buy it as and whn needed.right now im just a summer intern so i dont evn know if this is a live project or not....so professional FGD's etc are also not possible in my available resoruces.
bt i have some pointers in mind.im working on it.
can u tell me abt urself.r u with an fmcg and wht profile
BACK TO TOP
Post a Comment
2017 Marketing Salary Guide: Pay Forecasts for Brand and Agency ...
by Ayaz Nanji
How Google Search Has Changed in 2016 [Infographic]
by Ayaz Nanji
Six Content Marketing Principles You Shouldn't Be Ignoring (but ...
by Timothy Carter
The Best Days and Times to Post on Five Major Social Networks
by Ayaz Nanji
Brand It Like Beyoncé
by Roger Dudler
See more marketing articles »
MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that
provide your social data to 3rd parties
contact friends on your network
post messages on your behalf
interact with your social accounts
Your data is secure with