PRODUCT RESEARCH

Product research is a very important activity in new product development it can be carried
out at several stages of new product development. In the initial stages, product research can
be carried out to identify and screen new ideas.

Product research has become a great important and efficient mechanism in making this happen in the world of
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New product research helps you refine product design and features before committing
yourself to expensive product development costs. Regular product testing and market
research can drive innovation over time, keeping you one step ahead of the competition.

PRODUCT DEVELOPMENT AND PRODUCT RESEARCH

Product research is a vital part of new product development. At every stage of the process,
product research can help you identify key issues and avoid expensive mistakes.

Initial product research can be used to evaluate new ideas. Testing a concept can help you
discard unpromising ideas, allowing you to concentrate investment of time and money on
products with the best chance of achieving commercial success. It's also well worth creating a
"minimum viable product", a simple version that you can use to get customer feedback at the
earliest possible stage.

As the new product development process continues, market research helps you identify the
key factors that matter to customers - showing you what to focus on. Product research can
inform other aspects of marketing. For example, it can help you assess how much customers
might be willing to pay for new product features. Research can also be used to test other
aspects of product design, such as product packaging or names.

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In the retail sector, product research can be invaluable. The findings can help convince
retailers to stock your product and also present information on the best ways to display and
promote a product to maximise sales. It's also worth talking to retailers at an early stage of
development as their experience and knowledge can be invaluable.

Once a product has been launched, product research often focuses on customer satisfaction.
Together with research into competing products, product research like this can help you
refine the marketing of existing products and inspire ideas for product improvements.

CARRYING OUT PRODUCT RESEARCH

Concept testing for new products can be very challenging. Questionnaires and focus
groups are good options, but they can be misleading - the way people react to new products in
theory can be very different from the reality. Customers may say they like a new idea, but in
reality, they may be reluctant to switch products.

There are many other ways to test a product. Try doing a Google keyword search for products
and services like yours to ascertain the level of demand. You can also find out what customers
think about existing products by reading reviews and comments online. This often highlights
common complaints and problems that your new product could solve.

Product research using actual product samples or prototypes is a good idea. For example, the
classic 'taste test' can be used to assess how customers compare the performance of different
products. Some companies involve customers in early-stage product testing to see how they
respond. But remember that real outcomes once a product has been launched may still depend
on factors such as how the product is marketed and to whom.

Test marketing - actually selling the product - produces more definitive results, but is an
expensive form of product research and can only be used after substantial investment in
product development. Test marketing can be a very useful way of trialling products in new
markets to assess likely sales or identify what modifications are needed. You can also do a
"soft" launch online by building a simple landing page and running a Google AdWords
campaign to test demand. Explain to enquirers that you are about to launch and make sure
you keep in touch with them.

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Both test marketing and full product release can usefully be accompanied by follow-up
product research. Purchaser surveys (for example, asking consumers what they liked and
disliked about the product) are a straightforward option. Product research that tracks actual
purchaser behaviour (for example, whether customers make repeat purchases) provides
concrete evidence of customer satisfaction levels.

HINDUSTAN UNILEVER LIMITED (HUL)

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods
Company with a heritage of over 80 years in India and touches the lives of two out of three
Indians.

HUL works to create a better future every day and helps people feel good, look good and get
more out of life with brands and services that are good for them and good for others.

With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos,
skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and
water purifiers, the Company is a part of the everyday life of millions of consumers across
India.

The Company has over 18,000 employees and has an annual turnover of INR 31,425 crores
(financial year 2015 16). HUL is a subsidiary of Unilever, one of the worlds leading
suppliers of fast moving consumer goods with strong local roots in more than 100 countries
across the globe with annual sales of 53.3 billion in 2015. Unilever has 67.2% shareholding
in HUL.

Our brands

HUL make some of the best known brands in the world, and those brands are used by 2
billion people every day.

Food brands

Annapurna salt and atta

Bru coffee

Brooke Bond (3 Roses, Taj Mahal, Taaza, Red Label) tea

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 Kissan squashes, ketchups, juices and jams

Lipton tea

Kwality Wall's frozen dessert

Modern Bread, ready to eat chapattis

Homecare Brands

Active Wheel detergent

Cif Cream Cleaner

Comfort fabric softeners

Vim dishwash

Personal Care Brands

Aviance Beauty Solutions

Axe deodorant and aftershaving lotion and soap

Breeze beauty soap

Clear anti-dandruff hair products

ELLE 18 is an Indian brand of cosmetics, owned by Unilever. Elle 18 today has grown to
have a wide variety of products and services that cover all facets of beauty care, and arm the
consumer with products to pamper herself from head to toe. These include products for the
lips, nails, eyes, face and skin, and services like the Elle 18 Beauty Salons.

Young and vibrant, ELLE 18 is the choice of today's young women, who want to define their
own style statement.This exciting & funky range of color cosmetics has been specially
designed for young trendy girls. Packaged in cool bottle shapes, the Elle 18 color bombs are
little goblets specially designed to deliver a pop of rich intense colors. With the goodness of
Cocoa butter, Jojoba Oil, Rose Water and Almonds, the Elle 18 range of cosmetics offers
consumers an array of bright colors to complement any outfit. The super cute range not only
looks good but feels great to carry along anytime anywhere.

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 Key Facts
Elle 18 Color Bombs give consumers a pataka of the yummiest & juiciest flavors
strawberries, lip-smacking chocolate, fresh mints that keeps them yearning for more.
60 Explosive shades of Elle 18 Nail Pops to choose from! Easy- to- carry color bomb
bottles are super handy.
Packed with cocoa butter and jojoba oil and Intense moisturizing core, Elle 18 Color
Burst Lipsticks & Lip Glosses keep your lips moist and supple.
Versatile eye crayons, packed with awesomeness of almonds are available in 5
flattering shades.

ELLE 18 has a wide range of makeup. Elle 18 makeup consists of: Eyeliner, foundation,
kajal and kohl, lip balm, lipstick, nail polish and powder. This makes it a hit especially
with the college going crowd as it is extremely funky and bold

ELLE 18 PRODUCTS

Colours
From the spicy shades to the flattering look Elle 18 offers a range of products in the face, lips,
eyes and nail segment for the beauty aficionados.

Face
Elle 18 Daily Wear Souffl , Elle 18 Perfecting liquid Foundation - Elle 18 Radiance
Compact , Elle 18 Flawless Matte Complexion Compact

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 Eyes
From dramatic to natural look- a wide range of products are on offer to create the perfect
eyes.

1 Water resistant black out! liner

2 Elle 18 Kajal:

3 Color pop liner

4 Elle 18 black out

Lips
Elle 18 juicy Lip balm- . Perfecting Definition Lip Pencil - Starshine Lipgloss - Glosses in
lustrous shades available in 14 shades.

Nails
True Wear Nail Enamel -Nail Enamel with Lacquer-like finish. Contains resins and silicone
with colour lock technology that gives brilliant long lasting shine

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 Skin
For radiant skin Elle 18 is there to pamper your skin with specialized products for the diva in
you.

Foundation
Strawberry Silk Splash Face Wash , Elle 18 Fundamental Deep Pore Cleansing Milk

Moisturizing
1. Elle 18 Fundamental Peach Milk Moisturiser skin.

2. Elle 18 Fundamental Winter Care Lotion

powder
The range comprises of powder to keep your skin healthy and younger looking.

SIGNIFICANCE OF STUDY

The concept of marketing is related to analysing the markets and the customers in relation to

any particular product. This is done basically in order to discover the unfulfilled demands of

the consumers. Marketing process refers to the procedure where the steps are taken and

decisions are made in order to match the requirements of the consumers by implementing the

strategies in order to compete with the competitors

Cosmetic companies in India are placing increasing emphasis on market research and

targeting new market segments such as teenagers, men and young women. Cosmetics

constitute the high growth segments. Nail enamels and lipsticks account for around 65

percent of total color cosmetic sales in India. Elle 18, a brand originally introduced by the

Hindustan Unilever group (HUL).

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 With changing lifestyles, higher disposable incomes, increasing advertising, penetration of

satellite television, awareness of the western world and growing importance of beauty

pageants, there have been significant changes and use of cosmetics is on the rise. Also, with

the boom in the Indian fashion world and the growth in the television industry, there has been

a rise in demand for professional beauty care products.

SWOT ANALYSIS OF ELLE 18

Strengths:
local brand of specific relevance to India.
Strong R&D capability, well linked with business.
Integrated supply chain and well spread manufacturing units.
Ability to deliver Cost Savings.
Access to Unilever global technology capability and sharing of best practices from other
Unilever

Weaknesses:
Price positioning in some categories allows for low price competition.
Varying quality range in its products.
Falling Quality of Lame salons

Opportunities:
Brand growth through increased consumption depth and frequency of usage across all
categories.
Upgrading consumers through innovation to new levels of quality and performance.
Building brand image by collaborating with top designers in Elle 18 Fashion week

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 SAMPLE

Sample is a smaller representation of a larger whole. In a Research Methodology, sample may

be the individual who is selected for research purpose.

Sample size: 20 consumers

Sample Location: Mulund

DATA COLLECTION

Data is fact or information that we are collected through a sampling procedure. Primary data
and Secondary data are the two types of data.

Primary Data:

Questionnaire

Secondary Data:

Internet
Company Reports& Broachers
Magazines
Newspapers Articles &journals

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PRIMARY DATA

1. Questionnaire

Name: - Krutika Amare Age:- 20

Q. 1 Do you use Elle 18 products (Brand) for Cosmetics?

A. Yes B. No

Q. 2 For which Purpose you usually use Elle 18 products?

A. Eyes B. Lip Colour

C. Face D. Nail Enamel

Q.3 For How long have you been using the Elle 18 Brand?

A. Less than a year B. 1 year

C. 2 year D. Less than 5 year

E. More than 5 year

Q. 4 Do you think Elle 18 provides quality products to its customers?

A. Yes B. No

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C. Cant say

Q.5 What do you think is the main reason for your use of Elle 18 products?

A. Price B. Variety

C. Quality D. Availability

E. Promotion

Q.6 Any Problems you faced while using it?

A. Yes (Specify) B. No

Q.7 State your level of satisfaction / Dissatisfaction with regard to the products from Elle
18?

* Level of Dissatisfaction 10- 20 * Level of Dissatisfaction 20-40

*Level of Dissatisfaction 40-60 *Level of dissatisfaction 60-80

Q.8 what changes you would like to see in from Elle 18products?

A. More Products Range B. More Shades

C. Better Packaging D. All the above

Q.9 Will you recommend from Elle 18products to others?

A. yes B. No

Q.10 would you continue to buy from Elle 18 Products even if there is increased to say up-
to 10-15% In Prices?

A. Yes B. No

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 2. Questionnaire

Name: - Sanjot Nikam Age:- 23

Q. 1 Do you use Elle 18 products (Brand) for Cosmetics?

A. Yes B. No

Q. 2 For which Purpose you usually use Elle 18 products?

A. Eyes B. Lip Colour

C. Face D. Nail Enamel

Q.3 For How long have you been using the Elle 18 Brand?

A. Less than a year B. 1 year

C. 2 year D. Less than 5 year

E. More than 5 year

Q. 4 Do you think Elle 18 provides quality products to its customers?

A. Yes B. No

C. Cant say

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Q.5 What do you think is the main reason for your use of Elle 18 products?

A. Price B. Variety

C. Quality D. Availability

E. Promotion

Q.6 Any Problems you faced while using it?

A. Yes (Specify) B. No

Q.7 State your level of satisfaction / Dissatisfaction with regard to the products from Elle
18?

* Level of Dissatisfaction 10- 20 * Level of Dissatisfaction 20-40

*Level of Dissatisfaction 40-60 *Level of dissatisfaction 60-80

Q.8 what changes you would like to see in from Elle 18products?

A. More Products Range B. More Shades

C. Better Packaging D. All the above

Q.9 Will you recommend from Elle 18products to others?

A. yes B. No

Q.10 would you continue to buy from Elle 18 Products even if there is increased to say up-
to 10-15% In Prices?

A. Yes B. No

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 3. Questionnaire

Name: - Apurva Vaity Age:- 25

Q. 1 Do you use Elle 18 products (Brand) for Cosmetics?

A. Yes B. No

Q. 2 For which Purpose you usually use Elle 18 products?

A. Eyes B. Lip Colour

C. Face D. Nail Enamel

Q.3 For How long have you been using the Elle 18 Brand?

A. Less than a year B. 1 year

C. 2 year D. Less than 5 year

E. More than 5 year

Q. 4 Do you think Elle 18 provides quality products to its customers?

A. Yes B. No

C. Cant say

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Q.5 What do you think is the main reason for your use of Elle 18 products?

A. Price B. Variety

C. Quality D. Availability

E. Promotion

Q.6 Any Problems you faced while using it?

A. Yes (Specify) B. No

Q.7 State your level of satisfaction / Dissatisfaction with regard to the products from Elle
18?

* Level of Dissatisfaction 10- 20 * Level of Dissatisfaction 20-40

*Level of Dissatisfaction 40-60 *Level of dissatisfaction 60-80

Q.8 what changes you would like to see in from Elle 18products?

A. More Products Range B. More Shades

C. Better Packaging D. All the above

Q.9 Will you recommend from Elle 18products to others?

A. yes B. No

Q.10 would you continue to buy from Elle 18 Products even if there is increased to say up-
to 10-15% In Prices?

A. Yes B. No

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 4. Questionnaire

Name: - Shruti Shetty Age:- 21

Q. 1 Do you use Elle 18 products (Brand) for Cosmetics?

A. Yes B. No

Q. 2 For which Purpose you usually use Elle 18 products?

A. Eyes B. Lip Colour

C. Face D. Nail Enamel

Q.3 For How long have you been using the Elle 18 Brand?

A. Less than a year B. 1 year

C. 2 year D. Less than 5 year

E. More than 5 year

Q. 4 Do you think Elle 18 provides quality products to its customers?

A. Yes B. No

C. Cant say

Q.5 What do you think is the main reason for your use of Elle 18 products?

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A. Price B. Variety

C. Quality D. Availability

E. Promotion

Q.6 Any Problems you faced while using it?

A. Yes (Specify) B. No

Q.7 State your level of satisfaction / Dissatisfaction with regard to the products from Elle
18?

* Level of Dissatisfaction 10- 20 * Level of Dissatisfaction 20-40

*Level of Dissatisfaction 40-60 *Level of dissatisfaction 60-80

Q.8 what changes you would like to see in from Elle 18products?

A. More Products Range B. More Shades

C. Better Packaging D. All the above

Q.9 Will you recommend from Elle 18products to others?

A. yes B. No

Q.10 would you continue to buy from Elle 18 Products even if there is increased to say up-
to 10-15% In Prices?

A. Yes B. No

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 DATA ANALYSIS

Q. 1 Do you use Elle 18 products (Brand) for Cosmetics?

Ans. Acoording to study and research i have to select those sample who prefer britannia as a
their brand.Therefore from 20 sample everyone prefer Elle 18 products.

Q. 2 For which Purpose you usually use Elle 18 products?

Nail Enamel; 10%

Eyes; 35%
Eyes
Face; 25%
Lip color
Face
Nail Enamel

Lip color; 30%

35% from samples uses Elle 18 eyes product.

30% from samples uses lip color range of Elle 18.
25% from samples uses face product range of Elle 18 .

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 10% from sample uses Nail enamel products of Elle 18.

Q.3 For How long have you been using the Elle 18 Brand?

Less tha a year; 7%

1 year ; 13%
more than 5 year ; 35%
Less tha a year
1 year
2 year
less tha 5 year
2 year ; 25% more than 5 year

less tha 5 year ; 20%

Since, Elle 18 is old and most competitive brand in India. Majority of customers are using more than
5 years of Elle 18 product.

Q. 4 Do you think Elle 18 provides quality products to its customers?

Everyone responded positive towards the quality of Elle 18 product.

Its means every customer ids satisfied with their Elle 18 products whether they use for face,eyes,lip
color or nail enamel.

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Q.5 What do you think is the main reason for your use of Elle 18 products?

Promotion; 3% Price; 7%

Variety ; 15%
Availabilty; 30%
Price
Variety
Quality
Availabilty
Promotion

Quality; 45%

7% from samples says the main reason to use Elle 18 product, they buy reasonable rates.

15% from samples says that reason to use Elle 18 product because of it has variety of products.

45% from samples says that the reason to use Elle 18 product because of its quality.

30% from samples use it is easlity available in markets.

3% comes to use the product through its promotion strategies like advertisement as main ambassador
like ANUSHKA SHARM.

Q.6 Any Problems you faced while using it?

No one face any problems while using Elle 18 products..As the quality of product is much better than
other.

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Q.7 State your level of satisfaction / Dissatisfaction with regard to the products from Elle
18 ?

Level of Dissatisfaction 10- 20 has maximum no. Of ticks from Sample that I get.No one is
dissatisfied with Elle 18 Product.

Q.8 what changes you would like to see in Elle 18 products?

All th Bove; 14%

More Product Range; 27%

More Product Range

Better Packing; 18%
More Shade
Better Packing
All th Bove

More Shade; 41%

Q.9 Will you recommend Elle 18 products to others ?

Everyone responses positive about this statement. But they may sometime like switching their
products from Elle 18 to Maybelline.

Q.10 would you continue to buy Elle 18 Products even if there is increased to say up-to
10-15% In Prices?

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 Rise by 10-15% price

No; 35% No
Yes

Yes; 65%

65% of sample responses they will buy the same product when there is major changes in
Price as they prefer Quality product.

35% of sample responses they will stop buying the same product but switch their product to
other company which is affordable to them.

RECOMMENDATIONS

Promotions beyond fashion week

The brand should not lose its focus away from cosmetics. It can proved to very detrimental.

For vast reach unlikely, in the short-term. Some sort of an alliance or co-branding with the
salons that already exist may, perhaps, have been a better strategy.

The general perception is that company-owned salons are expensive. Though ELLE 18
beauty salons are reasonably priced, it has not been communicated well enough.

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 CONCLUSION

Promotions beyond fashion week

The brand should not lose its focus away from cosmetics. It can proved to very
detrimental.

For vast reach unlikely, in the short-term. Some sort of an alliance or co-branding with
the salons that already exist may, perhaps, have been a better strategy.

The general perception is that company-owned salons are expensive. Though Lakme
beauty salons are reasonably priced, it has not been communicated well enough.

After meeting the people I conclude that they believe that looks matter a lot for a
successful life. This is because if people look glamorous they develop a sense of
confidence in them and this confidence leads to success in ones life.

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 REFERENCES

http://en.wikipedia.org/wiki/Empirical

http://en.wikipedia.org/wiki/Empirical_research
Bauer, H.H. (1994). Scientific Literacy and the Myth of the Scientific

Method. Urbana, IL: University of Illinois Press

Kuhn, T. (1996). The Structure of Scientific Revolutions (3rd Ed.).

Chicago, IL: University of Chicago Press

Popper, K. (2002). The Logic of Scientific Discovery (2nd Ed.).

London, UK: Routledge

www.google.com
www.economictimes.com
www.financialexpress.com
http://www.elle18.in/

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