Please form Groups of 6-7 students each and email me the list by Sept 17th EOD.

In the same
email please also choose one of the following projects for your project work.
For the project brief chosen by you, you need to do secondary/exploratory research (this may
involve understanding from secondary sources of data such as analyst reports, web sources,
magazines, journals etc.) on this research problem. After the exploratory work, you have to
formulate few hypotheses emerging out of your exploratory study and test the hypotheses by
collecting data using a survey instrument. The data can be analyzed using any of the methods we
would study as part of the MM-II course. There is one final project submission deadline which is
end of the Term -2, but there would be intermediate deadlines where groups would be asked to
submit their interim findings and discuss with me as and when required. The deadlines are as
following:
1. Submission of Group members names and choice of project: Sept 17th
2. Submission of one page proposal(containing MR problem and Research Design)
on how the group would go ahead: Sept 30th
3. Submission of findings of Exploratory Study(Secondary research, in-depth
interviews, FGDs etc.): October 31st
4. Submission of Survey instrument: November 15th
5. Submission of interim final report for feedback: November 30th
6. Submission of Final Report for Evaluation: December 15th
Projects
Project 1: Conditioners: Penetration of shampoos in India is higher than the penetration of
conditioners. Market Share Ratio (Nielsen) is 92: 8. Is there a reason why people do not buy
conditioners as much as shampoo as it a price point or do they see the product as unnecessary - is
there an awareness of the product - features & benefits?
Project 2: Hair Colors: Penetration of Hair Colors in TG - graying of hair is of as much
relevance in the TG as other consumers. However, Hair color penetration is lower. For
companies like L'Oreal it can be a pricing issue (lowest product is at Rs. 59). But low penetration
is also a case for Godrej/ Indica etc. - what do these set of people use for Grey Hair Coverage?
Whats the product proposition they would want? (Same methodology potentially as above - can
be combined - as respondents would be similar). Also, for people who use color/dye on their hair
is hair care regimen different?

Project 3: Male Beauty Segment: What is the product that the male segment of consumers
wants to use on their face - moisturizers / face washes? Common understanding - what the
woman purchases - the male uses. The latest entrant is Fair & Lovely Men; Emami Fair &
Handsome who have successfully entered. Would the male populace buy a male-specific product
- do they have a say in the purchase decision/ would they want to influence? Whats the
awareness of Garnier Men (John Abraham ads) in the male TG community? Is it a relevant
segment to chase with a smaller pack? Are pack-size/ price relevant?
Project 4: Female Daily Beauty vs. Occasion Beauty Regimen: Whats the beauty regimen of
the females in the TG of LOreal - eye/ face/ nails/ lips/ skin - what are the products they buy?
Whats the basket size? Branded vs. unbranded? Recommendation from friends/ family/ elder
sister vs. media or availability & visibility? Do people want to be fairer - is fairness the core
value of purchase (Fair & Lovely). Whats the Kajal / eye make-up they use? Whats the
frequency of purchase? If a woman opens her beauty kit what does she have?
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