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    4 Problem Definition Caselet (Optional)

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    sharlinsdgmailcom
    The client's Velvet soap brand is currently packaged in paper wrappers. To reduce costs for smaller pack sizes, the client is considering changing the packaging to plastic flow wrap. However, the client wants to understand if this change would negatively impact customers' perceptions of the brand's quality and value. The research problem is to determine if switching to plastic flow wrap packaging would significantly reduce customers' quality and value perceptions of the Velvet soap brand. Based on the results, the client will decide whether to use plastic flow wrap or keep the current paper wrapper packaging going forward.

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    4 Problem Definition Caselet (Optional)

    Uploaded by

    sharlinsdgmailcom
    151 views4 pages
    The client's Velvet soap brand is currently packaged in paper wrappers. To reduce costs for smaller pack sizes, the client is considering changing the packaging to plastic flow wrap. However, the client wants to understand if this change would negatively impact customers' perceptions of the brand's quality and value. The research problem is to determine if switching to plastic flow wrap packaging would significantly reduce customers' quality and value perceptions of the Velvet soap brand. Based on the results, the client will decide whether to use plastic flow wrap or keep the current paper wrapper packaging going forward.

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    4 Problem Definition Caselet (Optional)

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    The client's Velvet soap brand is currently packaged in paper wrappers. To reduce costs for smaller pack sizes, the client is considering changing the packaging to plastic flow wrap. However, the client wants to understand if this change would negatively impact customers' perceptions of the brand's quality and value. The research problem is to determine if switching to plastic flow wrap packaging would significantly reduce customers' quality and value perceptions of the Velvet soap brand. Based on the results, the client will decide whether to use plastic flow wrap or keep the current paper wrapper packaging going forward.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    151 views4 pages

    4 Problem Definition Caselet (Optional)

    Uploaded by

    sharlinsdgmailcom
    The client's Velvet soap brand is currently packaged in paper wrappers. To reduce costs for smaller pack sizes, the client is considering changing the packaging to plastic flow wrap. However, the client wants to understand if this change would negatively impact customers' perceptions of the brand's quality and value. The research problem is to determine if switching to plastic flow wrap packaging would significantly reduce customers' quality and value perceptions of the Velvet soap brand. Based on the results, the client will decide whether to use plastic flow wrap or keep the current paper wrapper packaging going forward.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    of 4

    Caselet – Problem Identification

    There are two types of packaging for soaps – Paper Wrapper &
    Plastic Flow Wrap*. Most soap brands come in Paper Wrapper
    packs. Our client’s brand, Velvet soap, too is available in this
    packaging. However, for cost efficiencies (in the smaller pack-size
    of Rs 10) the packaging is being planned to change to Plastic Flow
    Wrap as it uses plastic sheet for wrapping and is much cheaper.
    Our client would like to assess whether the Plastic Flow Wrap
    packaging has a role to play in customer’s outlook towards the
    brand image on Quality and Value perceptions. Based on the
    outcome, our client would take a decision on which pack format to
    go ahead with in future – Paper Wrapper or Plastic Flow Wrap. If
    there were no erosion in consumer perception, going ahead with
    the Plastic Flow Wrap pack would naturally be cost-effective and
    hence would add to client’s profitability.
    [* - The plastic used in such packs do not have any major environment-related issues]

    From the above, what do you think is the


    - Management Decision Problem (or Business Problem)?
    - Research Problem?
    (You can frame them as questions)
    Business Problem:
    Can we increase the profits from Velvet soap by changing
    its packaging format?

    Market Research Problem:


    Does the imagery of brand Velvet decline significantly on
    - Quality perception and
    - Value for money connotations
    if the packaging is changed from the current ‘Paper
    Wrapper’ to ‘Plastic Flow Wrap’ format
    Research Design:
    - Primary study using Quantitative research techniques
    - Face-to-face interviews using structured q’re as a CLT
    - Flow of interview:
    ...
    ...
    - Target group ???

    - Markets???
    According to Client:
    a) This brand has max presence in UP
    b) Another market where it is growing very fast – Orissa
    c) It has low presence and is stagnating in the states of West
    Bengal, Jharkhand and Bihar
    d) Focus has been in the 1-10lakh pop towns in all states

    - Sample Size???
    According to Client, they want to look at the findings separately by
    each state, and within that, by ‘Velvet’ and ‘Competition’ user.
    Also, looking at different pop strata within states (maybe, within
    brand usage too) is important.

    At least 100 sample size req to look at data by sub-groups.

    - Sampling???

    Information Areas:
    Recruitment Q’re
    -
    -
    -
    Main Q’re
    -
    -
    -

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