SYd Company case

MARKET RESEARCH CASE SYD COMPANY The market for women’s hair shampoos has become highly specialized and segmented. In recent years a large number of special purpose shampoos have appeared on the market, each promising to provide various hair care benefits... More

MARKET RESEARCH CASE SYD COMPANY The market for women’s hair shampoos has become highly specialized and segmented. In recent years a large number of special purpose shampoos have appeared on the market, each promising to provide various hair care benefits to the potential user. The Syd Company is diversified manufacturer of consumer packaged goods. At this time the firm has no women’s shampoo in its product line. The company’s marketing research personnel met recently with a small research firm, FC Associates, and discussed the possibility of study of young female adults living in Bombay. The Syd company had established—through a series of recently completed interviews with a small group of women consumers—that “body” (apparently connoting hair thickness or fullness) in a hair shampoo was frequently mentioned as a desired characteristic. Armed with this rather sketchy information concerning the desirability of “body” in a shampoo, the firm’s laboratory personnel had set to work o Less