The company that I will be using for my Marketing Research project is Procter and Gamble. I think it goes without saying that most households have at least one or more P&G products in their home at any given time, mine included. I use so many of their products daily, and am constantly surprised by the vast amount of products that are under the P&G umbrella.
Founded in 1837 by William Procter and James Gamble. Procter & Gamble Company is an American multinational consumer goods corporation headquartered in Cincinnati, Ohio. They specialize in a wide range of personal health/consumer health, and personal care and hygiene products; these products are organized into several segments including Beauty; Grooming; Health Care; Fabric & Home Care; and Baby, Feminine, & Family Care. Common brands include: Tide, Gillette, Oral-B, Dawn, Downy, and Gain.
Recently I discovered that I was highly sensitive to a cleaning product resulting in a breakout of hives and a trip to the emergency room. I am still dealing with the lingering effects of it today, which prompted the idea of creating a line of cleaning products for individuals with highly sensitive skin. Procter and Gamble are known for having a line of hypoallergenic products on the market (most of which I use), but they can be a little pricey. I want to create something that lives up to the customer’s expectation of P&G while making it afforable for consumers.
What would the Marketing Research Look Like?
Idea: Creating a line of affordable cleaning products for individuals with skin sensitivities/allergies.
Research Objectives and Design:
Objective: To find a general consensus among consumers with skin sensitivities/allergies of their biggest needs when purchasing cleaning products.
My research design would consist of a mix of primary and secondary research. For primary research, I would consider consumer surveys with specific questions to gage buying habits, product usage, and frequency of purchase. My audience would consist of households containing individuals with skin sensitivities and allergies. For secondary research, I would look at consumer data such as past sales of hypoallergenic products to see what did well in recent years, and where there are areas for improvement/growth.