Executive Summary – Key Findings about Antibacterial Soap Usage

1.

Executive Summary – Key Findings about Antibacterial Soap Usage
Perception
Needs
• Protection
• Clean
•Strong protection from bacteria
•Healthy family/caring mother
Usage
• Once a day after coming home
Preference
• Protex (strong protection)
• Safeguard (convinient shape)
Image
• Protex – strong, harsh, masculine
• Safeguard – cozy, convient, mine
1

2.

Executive Summary – Recommendations about Antibacterial Soap
Strengths
Strengths
• Users strongly believe that AB soap protects
from bacteria and germs
• More attention is paid to child care vs. 1900s
Opportunities
Opportunities
• Category has potential to grow (through
raising need for healthy family)
• Concept of “healthy family” is supported by
government initiatives, thus in process of
development (see next slide for details)
Weaknesses
Weaknesses
• AB soap is non-traditional product( unlike
regular soap)
• Perceived to dry the skin
• Not for frequent usage
• No clear difference from regular soap
• Expensive
Threats
Threats
!
Aggressive ads of competitors (safeguard,
absolut, dewel, dettol)
2

3.

Perception of Personal Care
Personal care is about clean body, hands. Top hygience products are: Shampoo, soap, gel.
Traditional bar of soap still has strong position in the mind of consumer.
Soap
Personal Care
Hand,
body,
teeth, face,
hair
washing
Health&
Beauty
Towels,
paper, AB
napkins,
gels, etc
Aroma: light,
Cleanliness
fresh, smooth.
Hygiene
products
(shampoo,
soap, gel,
etc)
Clean
Bathing
Wash hands
Female’s
choice
Brand
chosen by
female
Bar of
soap
Dries
skin
Light color,
White,
green, pink,
blue
3

4.

Perception of Antibacterial Soaps
Users have positive perception of AB soaps.
Non-users are not attracted to AB soap as perceive it to have bad or no smell, less foam, extra dehydration
effect.
For health
conscious, caring
moms
Protection
Need for nice
aroma,
moisturizing effect
Kills 99%
of germs
…………
Not for frequent
usage
Dries skin
Skin care
Confidence
Strength
Can kill good
bacteria too
what is seen as ”true”
BELIEFS & DOUBTS
CULTURAL TREE
VALUES what is seen as ”right”
TRENDS what is seen as “in”
4

5.

ask the below questions:
ow do you use AB Soap?
hich form of AB soap do
prefer? (bar or liquid)
y?
1.What are the
benefits /drawbacks
of each form? (For
bar users) What
would motivate you
to shift to liquid?
oes AB soap used by your
le family? Kids? If no,
not?
here do you shop most
uently?
1.What is the
purchase decision
criterion of AB Soap
product? Could you
please rank following
criteria; brand, price,
fragrance, AB claim
strength (99%
bacteria elimination),
package, extra
benefit like skin care/
moisturizing, etc.
bout multipacks, big
n AB?
Antibacterial Soap Usage Occasions
For all “after coming home” occasion is the most accepted one”
Users prefer
1
WHEN & HOW
Housewifes 3-4 times a day
Working people 1 time a day
2
OCCASIONS
After coming home
After visiting public places (hospitals, gym etc)
Need based: 1-2 times a week
Physical contact with anything (money, ground)
Season: summer
After playing, after street (kids)
In kinder garden (liquid)
4
TYPE
Liquid soap (Protex users)
Bar soap (Safeguard users)
Single size
Multipack
Prefer aroma variation
After home chores
3
WHO
Whole family
Kids
5
•How frequently you use
determines that?
•Seasonality effect: Is the
AB soaps more frequentl
yes, when is that? What d
•Let’s think about all the
AB soaps? What are thes
What else? Write the me
the board
•Let’s speak about each o

6.

Anti-Bacterial Soap Usage Motivations
TV ads were motivators for the half of the users, the other half started using based
on friend, colleague, doctor recommendation.
Functional
Motivations
Protection from bacteria, microbes
and viruses
Nice light Aroma (various)
Moisturizing effect ( no dehydration)
Light color
Smooth texture
Convenient oval shape
For kids
Special bar shapes
Attractive pack (cartoon charecters)
Emotional
Motivations
Caring mom!
Feel confident
Right choice
Friend suggestions
Doctor recommendation
Birth of child
For teenagers
Acne curing
6

7.

Brand Perception -Safeguard
Safeguard has very
positive and well
accepted brand image,
even among Protex and
non-users.
When comparing to
Protex scores higher on
majority of aspects (nonusers)
Blue color
Unique
shape
7

8.

Brand Perception - Safeguard
No clear negative aspects and weaknesses were revealed
POSITIVE ASPECTS / STRENGTHS
Convinient shape
Soft
Gentle
Nice aroma
NEGATIVE ASPECTS / WEAKNESSES
x
x
Price
Not well supported by ads
8

9.

Condition of the hair
Condition
dry
greasy
ends (mostly)
normal
terrible
brittle
volume (high)
shiny
hard
good
dry
Июнь 2017
Frequency
Percentage
14
13
7
4
1
1
1
1
1
1
1
44%
41%
22%
13%
3%
3%
3%
3%
3%
3%
3%
The condition of the hair is also not in favorable state for the most of the respondents, as majority seem to
have greasy hair mostly at roots and dry hair mostly at ends. The main reason for dry hair is mentioned to be
usage of hair straighteners, hair driers, hair coloring experience. Hot summer weather also mentioned to
impact on condition of the hair.

10.

Perception of beautiful hair
Июнь 2017
Shiny (healthy looking)
Thick hair (volume)
Long hair
Majority of the respondents have similar perception of beautiful hair which is mostly described as long, thick,
straight and shiny hair. (!Shine and volume were heavily emphasized). Some of the respondents described
additional features of beautiful hair as being obedient when styling, soft, having nice scent. Only one
respondent mentioned beautiful hair to be fluffy and fuzzy.

11.

Shampoo choosing process
Look around the store
without
any
predetermined intention
of
choosing
new
brand
Июнь 2017
Scenario 1 “Let’s experiment”
or
Time has come to
change
shampoo
brand
Notice any
new
options?
Yes
Does it smell good?
Do I know/trust the
brand?
Does it have the
option fitting my hair
type and the problem
that I am facing?
Yes
Yes
Yes
Is
price/volume
proposition
good
enough?
Yes
Brand
can
impact.
familiarity
favorably
Larger
assortment
might favorably impact
Buy for trial
Respondents seem to be open for new proposals in shampoo market and ready to experiment with new
brands. The most important element is “noticeability” of the new package. It potentially can be of a different
form, attractive design. !But not toxic bright colors (as mentioned by some respondents). Very important the
shampoo brand to have diverse types so that each individual finds the shampoo for her hair type/problem.

12.

Июнь 2017
Factors that can impact on shampoo choosing
process
Important factors
• Smell of the shampoo
• Pleasant overall
• Mint/citrus – smell of freshness
• Not sweet
• Not too harsh
• Long lasting – hair should smell nice during the day after washing
• Package
• Economical, up to 500ml
• Convenient to hold
• Standing out/noticeable if haven’t purchased yet
• Credible (know brand, eco, less harmful ingredients)
• Description for which type of hair
• Description of the benefit
• Description if includes vitamins or natural ingredients.
• In store promo
• No direct price discounts as perceived the product to be close to
expiration date or fake product
• Better to provide 30% more shampoo, shampoo + conditioner, or
additional products such as hairbrushes (unique ones to grad
attention).
• Advertisement
• Majority claimed not to
watch TV
• Some mentioned
negative attitude towards
promised made in ads, ex.
Fructise recovery.
• Might notice ads on social
media if can be related to
the respondent’s hair
type/problem
• Other factors
• Liquid thickness
• Liquid texture/color
• Recommendation of
friends

13.

What customers remember from the ‘Sunsilk’ shampoo adverts
Shiny hair
Beautiful
waves
Long wavy
hair
Big volume
hair
Girl with
wavy
hair
https://youtu.be/gZECF083SwQ?t=2

14.

TVC general feedback
• Overall, same number of respondents
liked the promo and did not comment
about it.
• It is crucial to notice that quite number of
respondents did not like the promo, some
of them commented right away, that it was
very short, focused on different things
(logo, models etc.) and did not leave much
of good impression (aftertaste) watching it.
• Some of respondents have paid too much
attention to the details of the promo, like
to the design and color of the bottles. Few
of the respondents even noticed the feet of
the model, saying that it was
inappropriate and not relative to the
purpose of ad. These details were
considered as negative triggers to dislike
the promo.