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Summary of the Concepts Assessment research for Light Hair Oil

March, 2009

Key objectives

– The appeal of the concept

o Presenting for the 1st time Pure Almond oil for Complete Care

o Presenting for the 1st time Unique 7 Blend Hair oil for complete care

o Presenting for the 1st time a pure Almond Oil that controls hair fall by keeping scalp healthy

o Presenting for the 1st time pure Almond Oil with therapeutic properties for healthy scalp leading to healthy hair

– To verify if such a positioning opportunity actually exists by checking for any credibility / relevance / any other issues with the positioning

– Strength of the concept in its ability to attract trials

– Evaluate the likeability of the brand name

Target Group:

• Females

• SEC A / B

• Aged 20 – 40 yrs

• Users of Bajaj Almond Drop Light Hair Oil (1 FGD)

• Non-Users of Bajaj Almond Drop (1 FGD)

Outcome of the Research

Concepts

• High appeal of the ‘7 blend’ concept – it is the most preferred concept

• Appeal of concept is driven by its Uniqueness and nourishment promised by a mix of different oils, thus assuring on Complete Hair Care

• Message conveyed is centered around ingredient story – A blend of 7 unique natural elements for complete hair care + nourishment

• High relevance of the concept - One solution addressing for multiple hair care related demands è ‘Makes hair care simpler’- across both groups

• ‘7 blend’ concept will attract high trials

• Concept 1 ie., complete care has moderate positive appeal owing to “Complete care & nourishment” pay offs – however some have concerns with what is “Bio-herb” and whether the oil is “Pure almond” or “Almond plus”

• Other concepts – 3(controls hair fall by keeping the scalp healthy) and 4(health scalp leading to healthy hair) have moderate appeal

• Both these concepts (3 and 4) do not generate excitement and because of that are rated low on all parameters

Name options

• XXX Hair Life is clearly preferred over just XXX, across both Bajaj & Non-Bajaj Users however there are concerns with length of the name when coupled with the best liked concept

Recommendations

• On concepts, the research recommends to go ahead with the ‘7 blend’ concept

• On name options, the research recommends to go ahead with XXX Hair Life

• However, there are concerns that it will become very long when coupled with the best liked concept

• Therefore, we should explore options such as taglines to convey 7 blend