This paper outlines how qualitative research, using projective techniques, has been used to overcome cultural barriers of discussing the taboo subject of female hygiene. The technique delivered a deep understanding into means of breaking ingrained habits.
In various countries in the Middle East, there are numerous problems facing marketing research, which are hindering and affecting the overall quality of research. Some of these problems relate to lack of understanding of marketing research, others to the culture of the various countries in the region, and yet others, to government controls and restrictions. This paper outlines some major problems facing the research industry in the region.
Ariel High Suds Detergent in Egypt enjoys very high awareness, a continually growing user base and an excellent image. In fact, three years after launch, the brand has become the leader in its category. However, the brand did not have a smooth start. Introduced on the Egyptian market in January 1989 Ariel hugely underperformed its volume objective and overshot its budget several folds in its first year. Analysis of the situation indicated four areas which we needed to work on to get the brand out of its quagmire First, improve the price/value equation to the consumer. Our initial price was more than double that of competition because state-produced products are subsidized. The second task was to penetrate the thousands of small grocery outlets. We needed new tools to do that. We also had to show these small stores that consumers are asking for the brand. Third, we needed to understand better the consumer and come up with consumer insight based copy. Finally we had to come up with breakthrough ideas to effectively expand the Ariel franchise into rural areas--an almost foreign territory for us given that our other brands in Egypt are mainly targeted at the urban middle/upper class. This paper chronicals the research that Procter & Gamble conducted prior to and following the Ariel launch. It also describes the action taken based on the research findings and the marketing plan that our Company in Egypt undertook to put Ariel on track to achieve market leadership.
This paper will demonstrate how research was used to solve one of Egypt's most serious problems "Infant Mortality Resulting from Dehydration". Today, four years later, we are, indeed happy and proud, to state that as a result of the advertising campaigns, the mortality rate has dropped. In the next few minutes, we will demonstrate, how research was used undertaken, to develop this most successful public service advertising campaign. The research was carried out, in four stages, to develop 3 advertising campaigns.