Page 175 - DMGT209_QUANTITATIVE_TECHNIQUES_II

Quantitative Techniques-II

Notes A, B, C, D and E are five insurance companies.

According to the map, B & E are dissimilar insurance companies.
C is being located very conveniently.
A is a less convenient in location compared to E.

D is a less convenient in location than C.
E is a less convenient location compared to D.

Did u know? What tools are used in MDS?
Software such as SPSS, SAS and Excel are the packages used in MDS. Brand positioning
research is one of SPSS’s important features. SAS is a business intelligence software. Excel
is also used to a certain extent.

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Caselet Case: New Baby Care Product (Perceptual Mapping)

his method is particular about the steps adopted by searchers to assist a company in
Tthe newborn baby care market. The example cited is that of Marico. This map helps
Marico to identify the position of its competitors. Marico introduced a new brand baby oil
named “Sparsh.” This is an unorthodox entry. Marico was the first to rope in an ambassador
actress in a market worth 300 crore. A second brand ambassador to speak in favour was
Sonali Bendre, for both baby oil and a bathing bar. The reason for choosing a female
ambassador was to lay emphasis on the concept of motherhood.
Marico is a leader in the world’s largest coconut oil brand namely, Parachute. They are
now switching over to health care products from hair oil and edible oil. Though adult
health care products constitute a . 1,500 crore market, baby care segment still continues to
be a niche market. The following are some of the obstacles in developing loyalty towards
the baby care products.
1. The family may use the same adult hair care product for children as well.

2. Customers repeating the product are hard to find due to the fact that women have
fewer babies in present times.
3. Women stick to the product that their mothers recommend.

4. Herbal versions are still popular in urban, semi-urban and rural areas.
5. There are big players in the field of baby care products.
A few example are Johnson and Johnson, Dabur, Wipro, etc. The market also has the
Himalaya Drug Company which has established its own herbal baby care division.
The uniqueness of Sparsh lies in the fact that it meets consumer needs by using traditional
ingredients in modern packing. Marico’s main effort is to create brand differentiation.
Two parameters used by Sparsh of Marico are:

1. Price.
2. Value perception.
Contd...

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