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The promotion was carried out in the fashion, where Rill was portrayed as:
Powdered cleanser in 50% of its promotion
•The total field staff workers are 723 and they come from various states and represent different
communities
• They also maintain a staff of 20 salaried regional supervisors across the country with the
exception of few smaller remote areas.
SAMPLE SIZE AND METHODOLOGY
They have recommended a total sample of 750 home makers in terms of region, socio-
economic group, urban-rural, and the like would be interviewed.
The methodology would include interviewing with the help of Questionnaires and in order to
make sure that the sequence and phrasing are of such a nature as to be understandable, to get
cooperation, and to obtain unbiased replies.
Field test of 100 home makers is proposed in the Field Testing methodologies.
PROBLEM ACCORDING TO THE COMPANY
The company is under the impression that two major uses of Rill may, in combinations, affect the
market negatively and women may think of it primarily in one sense or the other and those who
regard it as a cleanser may not be willing to use it as a laundry additive, or vice versa.
PROPOSAL
The company proposed a consumer study covering the major areas of behaviour and attitude
including:
Brand personality and image for each of several cleansers and laundry additive products including
Rill.
Habit pattern on home cleaning and laundry additives including products used.
Analysis of Progressive
Research Group Submission
In marketing research proposal of Progressive Research Group does not include
o Executive Summary & background
o Approach for research design
o Data Analysis
o Reporting
o Pilot study details for research
o Previous researches conducted details.
Nature of the Problem
o Progressive research group has assumed only women will be using Rill.
o They could have revisited if it right channel of promotional activities were taken to reach
right target segments.
Analysis cont.…
Scope of the Study
They are suggesting 750 interviews but it can increased to accommodate rural and urban areas in
different regions.
The Sample
o Sample can include homemakers also along with that different users of Rill
o Rill can be commercially used by laundry, restaurants, industries
Field Testing
o Field test is planned with 100 homemakers in Chicago metropolitan are they use wide
population
Conclusion and Suggestions
Mr Roberts should also look at what H J Clifford would like to propose.
Though H J Clifford require more time, still they seemed to be reasonable in asking constant
cooperation among the client, research firm and advertising agency.
If the manufacturing company agrees to give more time then: the proposal from National
Research should be kept on hold.
If manufacturing company does not agree, Bay Madison must negotiate with National Research
to reconsider their quoted price.
Thank You
Thank You