The Forest Essentials Project-Marketing Research

Executive Summary Forest Essentials is one of the most popular natural cosmetic brands in India. The company recently entered into a partnership with the cosmetic giant Estee Lauder and might consider expanding their line by bringing their products to the United States. Currently, there is a growing interest in natural cosmetics and the vibrant Boston market is a potential fit for a natural facial moisturizer. The objectives of the current research are to measure the marketability of a facial moisturizer specific to the city of Boston and to determine consumer acceptance as well as positioning of the product with a target market of women aged 26-35.

Two research methods were implemented: focus group interview (FGI) and survey. Both methods used a non-probability sampling method with convenience samples. One FGI session with seven young professionals was conducted. The FGI findings showed a moderate likability of the Forest Essentials facial moisturizer, especially if there was on option to try out the product first by offering free samples. The survey was given to 100 young-adult Bostonians. The results demonstrate that there was a moderate level of acceptance of Forest Essential’s facial moisturizer with a top 2 box % of 51 percent and a mean score of 3.52 on a 5-point Likert scale. The finding of overall evaluation passed the action standard, which is a top 2 box % of 50 per cent and a mean score of 3.30. The respondents of this study showed a moderate level of purchase intention, with the mean score of 3.01 and a top 2 box % of 35 percent. The mean score for purchase intention failed to pass the action standard set for this study.

Based on these findings, despite a lukewarm intention to purchase Forest Essential’s facial moisturizer, it is recommended that the company enters the Boston market because of its overall evaluation results. The optimal entry mode would be direct export with existing

distribution agreements with Estee Lauder through retail, department and specialty stores. The price should be kept the same and the company should invest in marketing campaigns including promotions and advertising, especially providing free samples to consumers.

Introduction Forest Essentials is an all-natural Indian luxury brand of cosmetics that began in the year 2000. They are based on the principles of Ayurveda, an ancient form of medicine that is highly beneficial to people. Forest essentials makes every product after much research and uses only natural ingredients that are grown in the forests of the Himalayas. The water is sourced from a spring in the forest while the concoctions are made by local people from the nearby villages.

Forest essentials products are created using ancient practices integrated with modern research and technology. (Forest Essentials company n.d.).

The demand of natural personal care products is growing globally, consumer awareness of the chemical hazards in cosmetics is increasing and consumer eco-consciousness makes this a very viable market. As the global demand for organic personal care products is expected to reach $13.2 billion dollars by 2018 (Gale Group, 2014) we need to tap into this market and help meet demands of this growing market. As Forest Essentials is, a wholly natural personal care brand we think this is the best brand in the market that will both attract and be beneficial for consumers.

Since we have an extensive product line we think that it is best for us to focus on one of our most popular products that are facial moisturizers before introducing the entire product line to the USA. Boston as a city seems like a very lucrative market for us as it places high value on health and healthy lifestyles. Boston is also economically one of the strongest cities in the USA and has above average disposable income, which is a strong point for us to take advantage of as marketers. We feel that Forest Essentials has the potential to become popular and be a good fit in the average Bostonian’s lifestyle as it caters to the healthy lifestyle philosophy Boston follows.

Through this research we hope to understand and learn if there is a strong demand for Forest Essentials facial moisturizers and also the best way to position the brand in Boston markets by conducting both a primary as well as secondary research. We hope to achieve our objectives by conducting surveys and then re-instating the results by conducting focus group interviews with some of our potential consumers. Our objectives are to understand the Boston market and examine its demand for Forest Essentials facial moisturizers while identifying the factors that will help Boston’s consumers make the decision of purchasing facial moisturizers by Forest essentials.

Internal Analysis Company analysis The name of the company is inspired by the ingredients of the products. Forest Essentials’ ingredients are sourced from plants, trees and herbs naturally grown in the forests of India. The company first started crafting handmade soups from oils, which were processed using cold pressed method that left the rich nutrients in the oil intact. This ancient process is not used nowadays but the philosophy of the company is based on it. Therefore, the company had to produce old fashioned grinders where oil is extracted by hand (Forest Essentials, n.d.).

Forest Essentials employs local labor in the Villages of Uttaranchal, located in the northern part of India. The manufacturing process is also conducted there preserving the company’s core values of purity, simplicity, and sensory pleasure. It partners with local producers to ensure that the farmers harvest is the highest quality. Moreover, corporate social responsibility is at the heart of Forest Essentials philosophy. The factory is located amidst the Himalayas where the company focuses on the empowerment of women. They are provided with employment, which allows them to be self-sustainable and have their own bank account. The company assists the local village to build schools and to aid sourcing of clean drinking water.

The corporate social responsibility approach relies in three core concepts; a beautiful environment, economic empowerment, and social contribution (Forest Essentials, n.d.).

Product analysis The core concept of the product is to live in harmony with nature and lead a natural lifestyle. Ayurveda has a 6000 years history of natural healing. Ayurvedic recipe lies at the heart of the two products that Forest Essentials wants to introduce to the Boston market: Eternal Youth Formula Date & Litchi and Saundarya Radiance Cream with 24 Karat Gold. The Eternal Youth formula contains date and litchi that are soaked in pure rosewater in clay pots buried under the ground to ferment. This is an ancient formulation that diminishes signs of ageing. The Saundarya Radiance Cream active ingredients like cold pressed natural vegetable oils deeply moisturize and nourish the skin, while cow’s milk improves elasticity and firmness. The core benefits of both facial creams are that they are made according to an ancient Ayurvedic formulation with 95% natural ingredients and no harm to human health (Forest Essentials, n.d.).

The pricing of the product falls in the higher range of facial cosmetics in the Indian market. Bearing in mind the income disposal in the country, it is considered a luxury product. In US dollars the price on average is $50 for a moisturizing facial cream. Forest Essentials’ products are distributed in India’s major cities through own retail stores and online store. In addition, Forest Essentials has partnered with high-end hotels and spas (an opportunity that will be researched for the Boston market). In 2008 Estee Lauder acquired a 15% share in Forest Essentials (Bloomberg, 2008). “The world’s leading skincare product manufacturer will be bolstering Forest Essentials retail expansion and brand building in India, and also take it outside India” (Business Insights, 2008). This is real opportunity for the company to use Estee Lauder’s distribution channels in the Boston market as well.

In 2012 Forest Essentials released a promotional film with the line tag “beautiful things make beautiful things” (Vogue India, 2012). They also promote in magazines and newspapers.

The company is actively promoted in social media, which appears to be one of their main mediums of promotions. Through their Facebook page they give gifts on a regular basis getting in close contact with the clients.

External Analysis Environmental analysis Environment is the key to help Forest Essentials as a brand to introduce their products to the Boston market. Understanding the environment will help Forest Essentials form a strong foothold in Boston as well as in the USA. From an economic standpoint, the USA’s GDP growth had dipped to 1.9% in 2013 but grew to 2.0% in 2014. The economy continues to grow at a steady annual rate of 4.0%. As the economy strengthens and consumers become more secure.

This will lead to an increase in disposable income (Euromonitor, 2014). GDP’s increasing can increase the consumer’s purchasing power, which is benefit for the Forest Essentials.

From a social viewpoint, more and more consumers are opting for natural or organic products to keep healthy especially in big cities like Boston where a healthy lifestyle is emphasized on. Boston also has a high level of ethnic diversity. There is a growing Asian population in Boston and are accounted for at 8.94% of the total population in Boston.

(USA.com, 2014). Thus, Forest Essentials can benefit from the Asian Diaspora as well, who have a predisposition towards traditional forms of skincare.

In terms of regulation, Forest Essentials has identified that American consumers tend to trust products that have organic certification. “In the food trade certified organic products grew by as much as 60% to around $72 million� (Oneco, 2010). A recognizable certifier in the US is the USDA. Forest Essentials can meet the criteria for organic products as the requirement is 70% organic ingredients (USDA, 2014). Certified labeling will make our products more appealing to the Boston consumer as they provide relevant information about the products and its ingredients while emphasizing on the safety quotient of the product which is held in high regard by the consumer.

Industry analysis The Cosmetics Industry is a large one and it deals with various kinds of skin and sun care products, makeup/color cosmetics, fragrances, toiletries, and various other grooming products (Bidness Etc, 2013). It is a segment within the Beauty and Personal Care industry and by the GICS classification; it falls under the Household and Personal Goods Industry. As Forest Essentials falls under this category, it becomes important to study the entire cosmetics industry.

After studying the cosmetics industry we have identified the following facts that will help position Forest Essentials in the American market:

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Cosmetic market in U.S.A is growing

The Cosmetics market in the US recuperated to the pink of health in the years 2012-2013 after experiencing a meltdown in the demand and sales during the previous years. In 2013, the global cosmetics market grew by an estimated 3.8 percent compared to the previous sales year and it is still growing (Statista, 2014). The total Industry Revenues in 2012 was $245 billion,

while the total cosmetic sales in the United States were $55.30 billion, making U.S.A the biggest market for cosmetic products in the world (Gale Group, 2014). The recovery is an opportunity for Forest Essentials to enter the market and launch their natural and unique products.

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Great demand for organic & facial skincare products

Facial skincare sales have increased modestly between 2008 and 2013, rising by 8% during that period to an estimated $5.6 billion. The category is highly fragmented and therefore there is no monopoly in the market creating challenges for brands to come up with innovative solutions to be able to sustain in the industry (Mintel, 2014). It is reported that there is a growing need for natural and organic facial products as Facial cosmetic users are most likely to purchase natural products, which have no side effects when the usage is concerned with their face.

•

New trend in natural cosmetic market

Though competition for market share is going to be quite tough, there are various opportunities for more unique, safe and convenience-driven product options. The challenge is to fit into the lifestyles of the new highly aware consumer. As people are becoming highly conscious of the lifestyles they lead, they are also becoming increasingly eco-conscious and look out for products that participate in free trade and believe in sustainable development (Mintel, 2014). Products that not only enhance health and wellness but also those that add that little something extra, products that add value to their lives and enrich their experience of using the products.

Competitor Analysis In recent times though there has been a growing demand for natural and organic personal care products the market is not yet monopolized and has various brands competing with each other for market share which is estimated to be 53% shared by around 10 companies in 2011 (Gale Group, 2014). USA accounted for 34.8% of the market share for natural personal care products in 2011 and is growing at a compounded annual growth rate (CAGR) of 9.8% from 2012 to 2018 (Cosmetics and Toiletries, 2013).

As we are concentrating on the Forest Essentials’ line of facial moisturizers, we have discovered that the market share for these products is 32.20% globally (Gale Group, 2014).

While the US market is predicted to reach $6.7 billion by 2015. (GCImagazine, 2013). Through our researches we have identified 3 brands that we feel offer most competition to Forest Essentials.

Aveda: is an American brand (Part of the Estee Lauder group), that has its headquarters in Blaine, Minnesota, that also follows the principles of Ayurveda. Their mission is to care for the world we live in and give back to the society through their products while trying to set an example (Aveda Company, n.d.). Their strengths are that Aveda is a US based brand and already has a stronghold in the USA including Boston. They are known for their environmentally friendly ideology and have collaborated with various schools, tribes and organizations in their pursuit of helping preserve the natural resources on earth and ensuring net zero impact on the climate (Funding Universe, n.d). Aveda is priced in the mid range and is affordable. Though

Aveda claims to be completely natural there have been recent controversies on their ingredients as they state the use of parabens, sodium laureth sulfate, artificial fragrance, petrochemicals and other ingredients of questionable safety and origin (Eco-chick, 2008). Aveda, lately, has also come under some negative press about their non-payment of royalties to Ayurveda in India as well as the indigenous communities from whom their products and knowledge have been gleaned (Prof, S.2007).

L’Occitane: is a French based brand of luxury natural cosmetics that is based on natural oils and beauty treatments originating in Provence in France. They are known for their extensive use of essential natural oils like lavender, rosemary to make their products. They have presence in over 85 countries and have a wide network of over 1,800 boutiques and strategic partners.

They believe in the practice of giving and invest heavily in sustainable development and fair trade.(L’Occitane company, 2014). Their main weakness would be the high price they charge while offering less quantity in their products.

Origins: is a brand belonging to the Estee Lauder family. It is one of their original brands and continues to be one of their most popular. It is based out of New York and is formulated with organic ingredients and 100% essential oils. It manufactures using a combination of renewable resources, wind energy and environmental friendly processes and target users with inflammation and highly sensitive skin. (Origins, Estee Lauder Company, n.d. Origins’ main weakness is that it is more effective for people with extremely sensitive skin and does not do much for consumers with regular skin types. Also even though they are priced quite reasonably, their packaging is not very appealing and sometimes the smell of their ingredients is overpowering.

Consumer analysis In order to understand consumer behavior it is crucial to assess the underlying psychological traits and key demographics. According to the United States Framework, graph representations of VALS, there are eight types of consumers that reveal their motivations and needs. In order to assess which type best fits a potential Forest essentials consumer we first have to identify the consumer patterns of anti-aging moisturizers in the United States.

Facial moisturizers are one of the two most used anti-aging skincare products. “Use of anti-aging skincare products tends to peak among women aged 25-44, suggesting that younger women are taking a more proactive approach to fighting the signs of aging.” (Mintel, 2014).

Therefore, Forest essential consumers will most likely to fall into the Self-Expression category illustrated by VALS. Furthermore, they can be classified as Experiencers because they are ”young, enthusiastic, impulsive consumers motivated by self-expression…” and “…they seek variety and excitement savoring the new, the offbeat, and the risky”. In addition, Experiencers spend a high proportion of their income on fashion and purchase products that are trendy (Strategic Business Insights, 2009). Experiencers will be motivated to buy Forest essentials products because they offer new experience – an eternal youth formula based on the theory of Panchmahabutas, which means that it is pleasing to all five senses.

According to index numbers of the MRI report, the major target consumers of antiwrinkle moisturizers are females (176), highly educated (131 for graduate college plus and 141 for postgraduate), young and middle-aged women (155 for age 18-49), and affluent (139 for

$150,000 +, 124 for $50,000 - $59,000 and 114 for $75,000 - $149,000) (Mediamark Reporter, 2013).

According to index numbers of the MRI report, a few target segments with light users can be identified. They currently show below average index or are right on the borderline: younger women (100 for age 18-34), attended college (90), high school graduates (83), and consumers with relatively low income (85 for $30,000 - $39,999 and 83 for $40,000 - $49,000) (Mediamark Reporter, 2013).

The marketing strategy of Forest Essentials will first target the heavy users of antiwrinkle moisturizers. After the company gathers market insights a different strategy will be developed for the light users.

The personal health market sector in the United States amounts to $117 billion with approximately 13-19 percent of the adults in the United States being considered to lead a healthy and sustainable lifestyle. LOHAS points out that “their power as a consumer market remains virtually untapped� (Lifestyles of Health and Sustainability, 2010). Clearly, there is a need for organic products that go in line with the demand for natural lifestyle. Furthermore, there is a great potential for new companies entering the American market and engaging this niche of consumers. Forest essentials offer products that are a 100 percent natural, mixed by hand, while specific mantras are chanted. Therefore, there is a lot of potential in the Boston market because consumers care about personal well being.

SWOT Analysis Internal Analysis Product Strengths

Product Weaknesses

-100% natural and organic product of high quality -High pricing -Packing is exquisite and luxurious

-Less traditional media coverage

-Sustainable development -Corporate social responsibility activities -Partnership with luxurious hotels & spas External Analysis Market Opportunities

Market Threats

-Growing demand for natural, organic personal -Not certified by any US based cosmetic care product

regulatory board (e.g. USDA, FDA)

-Higher income disposal

-Growing competition

-Partnership with Estee Lauder for distribution & -No international market experience packaging -Increasing

value

for

eco-conscious

and

youthfulness -Growing number of Asian consumers interested in traditional approach towards cosmetics -Experience in social media promotions

SWOT Strategy

Though globalization provides a great opportunity for companies to expand internationally, there are still many risks and barriers to consider when deciding to enter a foreign market. Based on the SWOT analysis we can develop a SWOT strategy to balance the risks and opportunities that Forest Essentials has in the Boston market. There are three main market threats that need to be addressed. First, we need to address the growing competition of organic cosmetic products in the Boston market. Forest Essentials has a valuable competitive advantage due to the high quality of product ingredients, some of which can be found only in India. Forest Essentials moisturizers are based on Ayurvedic principles which add to the uniqueness of its products and hence giving it a competitive advantage over other natural facial moisturizers.

Partnership with Estee Lauder can assist Forest Essentials with its other main threats i.e lack of certification by an American Cosmetic regulatory board by aiding them for a quicker certification with American regulatory agencies. The lack of international market experience can also be overcome through support from our partnership with Estee Lauder who has an in-depth knowledge of western markets particularly the USA. The partnership with the globally established cosmetic company Estee Lauder provides additional opportunities for brand development, distribution, and invaluable knowledge of global markets.

In terms of information requirements, we need to identify if the pricing of the product is too high for the Boston consumers. We have identified that the heavy users of anti-aging facial skincare fall in the affluent category. Additional research will reveal if this potential target segment is willing to pay $50 for a facial product. Secondly, the brand in India is mainly

communicated via social and print media. The company could diversify advertising in order to reach wider audience, which can lead to greater brand recognition and revenue.

Research objective There are two general research objectives. The first is to examine the potential purchase interest of Forest Essentials in the Boston market. To be specific, we have to study the present development situation of the local cosmetic market and to diagnose whether there is demand for the product by combining first-hand data with secondary data in order to get the most objective conclusion. We will analyze the text about Forest Essentials, like the introduction on their web site and slogans. And then compare the results with the key points we collect from local people’s assessments connected with facial moisture product on twitter during the last one-month. Thus, we can see whether the core benefits of our product meet the demand of local people.

The other general objective is to identify the best way to promote the product in the Boston market. Nowadays marketing is playing a crucial role in deciding whether a product can win the market and profits in the marketplace. We will base our research on 4P theory, Uses and Gratification Theory and AIDA model, checking customer’s preference on media selection, distribution channel and examine their purchasing behavior. Thus we can make the most appropriate strategy to promote the new product.

Specific research objectives

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Study the purchasing behavior of customers

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Explore consumer’s preference on facial moisture products

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Examine overall evaluation of the brand

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Examine how many customers are willing to try the brand

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Check whether the product fit the lifestyle of local customers

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Make a suitable media plan for the brand

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Find out the appropriate distribution channels of the brand

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Identify the target audience

Methodology Focus Group Interview

Participant Recruitment and Profiles

The participants in this focus group interview are non representative of the target market.

We approached students, working people, roommates, co-workers and our own contacts including friends who had an active interest in facial moisturizers and were knowledgeable about them.

Eventually we had seven participants who voluntarily took part in our FGI. Our participants included six females and one male all within the age range of 21 to 32 years old.

Two participants were from Emerson, two from Boston College, one from Boston University, one from Berkley School of music and the last one was a visiting student from Chicago. Our participants were a mix of International students and American Students. Three of our FGI participants were Americans while the remaining four students were international from India and China respectively.

Procedure

The Focus Group Interview was conducted on November 3, 2014 from 6pm to 8pm in the FGI room on the 6th floor of the Walker building in Emerson College. The participants were taken inside and served refreshments like pizza, soda and coffee before the FGI commenced.

Once the participants were made comfortable and were ready, the moderator began the FGI with a round of introductions and a general discussion to assess the group’s attitudes and interests towards facial moisturizers. Next the moderator introduced Forest Essentials with the help of concept slideshow which was prepared beforehand and included various attributes of Forest

Essentials moisturizers and their benefits. The slideshow also included an Ad film for Forest Essentials that gave participants a clearer idea of the brand image and value. With the help of the slideshow, the moderator then discussed the price and other attributes such as sourcing of ingredients. The purpose of this FGI was to gauge the overall impression of Forest Essentials facial moisturizers while gaining perception of how the participants viewed the pricing and branding strategies of Forest Essentials.

Key Questions

The FGI questions were structured to first gauge overall impressions and attitudes towards facial moisturizers before moving on to specific questions about perceptions of Forest Essentials as a concept product. The participants were asked key questions like: How often do you use facial moisturizers and where do you buy it? The participants were also asked to list out important qualities they felt are important for facial moisturizers. ‘Fears in a hat’ question was also asked to evaluate the underlying fears about facial moisturizers.

Product Concept questions: The participants were asked to talk about their reaction towards Forest Essentials and how they would describe the product to their room mate/friend to understand the brand personality by also describing the kind of person who would buy a facial moisturizer from Forest Essentials. The participants were also asked their opinion on the price and were asked how they would price it and if they had any recommendations on how they would price or market Forest Essentials.

Survey Method

Data Collection Method A 100 surveys were conducted across a period of two weeks in the month of November.

The surveys were conducted in the Greater Boston area and the participants were approached in various locations such as Malls, shopping areas, food courts, universities, libraries, work places and Emerson College. All the participants took part in the survey interview voluntarily.

Sampling Method and Samples The sampling method used was a non probability with convenience sampling. The samples were collected across genders above the age of 18. Our samples were further divided into three categories of age i.e. 18-25, 26-35, and 36 and older. The responses were mostly in the 26-35 age category.

Measures The surveys were done to measure the overall evaluation of general attitudes towards Forest essentials. The buying frequency of the target consumer while trying to determine the purchase point of facial moisturizers was also measured. The price factor was taken into consideration. The surveys also measured how the target audience received their information about facial moisturizers for example through traditional media, social media, TV etc.

The surveys also measured the participants (sample) on their attitudes towards Forest Essentials after seeing the concept board. Their opinions towards the packaging and quality of the product were measured. The participant’s attitudes towards what qualities they looked for in a facial moisturizer as well as their evaluation of Forest Essentials facial moisturizer attributes

were also measured. Their perception of marketing strategies used for Forest Essentials were also measured. Lastly, the sample was surveyed on the basis of various demographic information such as gender, age, income, education and ethnic backgrounds.

Data Analysis The survey results were then recorded into IBM SPSS Statistics which was the software used to measure and analyze the data for Forest Essentials. The methods used to analyze the results in the IBM SPSS Statistics tool were in the measures of frequency, independent samples, t-tests, cross-tabs and one way Anova. The results from SPSS were then summarized into a topline report and 15 summary tables which were further analyzed with the use of graphs and charts to conclude and make recommendations.

Action Standard The Action standard chosen for this research project is a moderate one with a mean of 3.30 and top 2 box % of 50% because though the facial moisturizers market in Boston is in the mature stage, Forest Essentials has a new approach towards facial moisturizers that has the potential to grow .The demand for natural & organic products are also high in the Boston market.

The entry cost of Forest Essentials will be reduced thanks to their partnership with Estee Lauder for the distribution. Forest Essentials also has a strong passion for growth even though it might be difficult for them to convince their target audience to try their products and shift loyalties.

Thus it makes sense for Forest Essentials to adopt a mid-level action standard as it will be a more accurate way to measure the overall likeability and purchase intention of the target market.

Results

Focus Group Interview Results The Focus Group Interview (FGI) is a great qualitative research method to understand and gauge the participants’ attitudes towards Forest Essentials since the participants can give their honest feedback and interaction between the participants is encouraged to get more inside information about their perception of the product, their tastes and motivations. The result of this FGI for Forest Essentials has been analyzed as following:

Relationship between Price and Consumer Groups Throughout the FGI analysis, the relationship between the price and consumer groups is the key theme as price is a very important factor to influence different consumer groups to purchase the Forest Essentials facial moisturizers. Since in our FGI group, most participants were students except for one participant, most of them thought that the facial moisturizers were expensive.

“P5: Yes, and maybe it will be expensive because it’s handmade.”

“P2: Oh lol. That is expensive. You are not putting this everywhere. I mean technically, I would say that is a reasonable price but that’s because I am used to it. That is technically reasonable.”

The participants indicated that $50 for 1.7 Oz is a suitable price since Forest Essentials is a high quality product. They are luxury handmade, natural and organic product that tends to be on the expensive side but most participants felt that Forest Essentials facial moisturizer is expensive since they are student and that they would like to pay a lower price for facial moisturizers.

“P3: I don’t use skin product much, so this is exorbitant for me. I wouldn’t spend that much.”

“P3: Someone who is into luxury. It’s not a need-based cream. That’s why talked about how you want buy it at CVS. Looks like they are targeting a niche. If I have to personify the customer that would buy

this – someone who goes that extra mile to take care of their skin. One that wants to be pampered, the whole luxurious thing.”

P3 said that she would like to pay $20-$25 for facial cream. Some of young people do not want to spend too much money on the skin care products so they would like to purchase their skin care products in CVS or other convenient retail store since the products are readily available and less expensive than specialty stores. The participants suggested that Forest Essentials facial moisturizers are more of a fit for a consumer group that is older and are into luxury products.

“P2: I would say somebody more sophisticated. Somebody who is already in the professional field. At least 25 or up because at that age you know what kind of creams you use, what kind of creams you don’t use.”

All in all, there is a close relationship between the price and different consumer groups.

According to the discussion of FGI, the Forest Essentials facial cream should target the consumers who are working who have enough salary to pay for the products.

Natural ingredients is a trend for consumer preference Natural ingredients is always the first factor that consumer considers while purchasing facial moisturizers. In the FGI discussion, the participants talked a lot about the natural ingredients based on their different skin types. Most of consumer care about natural ingredients since it concerns their skin and they don’t want to take any risks with chemicals usually used in their facial moisturizers.

“P2: Knowing what I do now yeah, otherwise I see so many people that go and buy the first product they see because it’s quicker. It’s easier for people not to check for ingredients they might be allergic to just because it says organic. But there are organic products that will have maybe 1% of whatever you are allergic to.”

“P3: I think it would be an informed bunch of people would try this out because anybody who are very aware of skin creams and consciously wants to try organic and natural.”

“P1: Maybe the ingredients are not ingredients we are used to putting on our face and we can be allergic to that” Participants express that they like Forest Essentials facial moisturizers as they are natural and organic. Right now more and more people really care about their health and are very knowledgeable about what is healthy and fits into their lifestyle. They know the difference between natural & chemical ingredients and have tried a lot of different moisturizers. Natural and organic ingredient is one of the deciding factors when consumers purchase facial moisturizers. Besides, natural smell is also a key ingredient to attract consumers. In the FGI discussion, over half the participants also stressed on smell as being one of the most important factors while choosing a facial moisturizer.

Packaging Packaging is also a very important factor as it is the first thing that attracts a consumer’s attention.

Packaging is one of the biggest advantages that Forest Essentials has. From the discussion in the FGI, participants expressed that they love the packaging of the product.

“P1: yes fresh, when you guys first showed us the picture I liked the package. It would definitely be a gift I would buy for a friend. It didn’t show that much on the commercial though. Now that you say that you didn’t see a product I remembered. But if I had to tell a friend like you said I would say OMG looks at that package, it’s beautiful and I would tell her it smells like a flower. You must buy this” Forest Essentials uses luxurious packaging to emphasize on their high quality and natural elements. As participant 1 said, this packing is luxurious. Consumers can give their friends and family as gifts.

Competitors Compared to the questionnaire survey, the FGI’s participants talked about more competitive brands, which also produce natural and organic products. The FGI helped this research in understanding more about the natural brands that the young consumers prefer.

“P2: I don’t know like Clinique is one. Origins brand is cool.”

“P5: I am thinking about Philosophy because it’s organic and is made with natural ingredients.”

“P6: Well, I think it’s reasonable but if I have to spend $50 on a face cream, I should chose the other brands – customer approved. Somebody that has already used it, so I know it’s effective or not effective.”

From the discussion of FGI, we understand that Forest Essentials’ competitors not only have organic brands, which are certificated by USDA such as Aveda, but also there are more natural brands such as Kiehls, Body Shop, Philosophy. Besides, since Forest Essentials is unknown in the American market, it needs to create the brand image that is unique and different to get the consumer’s approval and create awareness about their brand.

Target Consumer After the FGI discussion, the participants supplied the researchers with more clear direction of the kind of consumer the brand needs to target and how the brand can attract more categories of consumers.

P1: I think it would be 35 to 40 years old. A person who already has a job and is going to pay for it herself. Maybe even more for the 40s because it is anti-wrinkle and they want something for wrinkles. I would say also somebody who is around their 40s that has a job and she is sophisticated and is high class.

“P2: I would say somebody more sophisticated. Somebody is already in the working field. At least 25 or up because at that age you know what kind of creams you use, what kind of creams you don’t use.”

Thus, Forest Essentials should mainly target consumers who are above 25 years old who care about the quality of life. They should ideally have a job and disposable income. They probably would belong to the middle and upper classes of society. Apart from targeting the audience who are working, another participant give his fresh opinion on how expand the target audience.

“P2: the kind of college girl that is savvy and sophisticated. And unless you want to be that you are not going to go for that product. And there are some who will go for that product simply because of the price point. They don’t care if it is organic they only want it if it looks pretty.”

From this sentence, it is obvious that Forest Essentials can use their packaging to attract more young people into purchasing their facial moisturizers.

Promotion of “Forest Essentials” Throughout the FGI discussion, the participants gave practical advice on how to promote the brand awareness of Forest Essentials in the Boston Market. According to their advice, most participants would like to try a free sample.

“P5: I think, I have to try it before I buy it, so a free sample. It’s really important to me to try before I buy it.”

“P1: I don’t know if they have it here but in Puerto Rico we have a lot of Kiosks, when we are walking by in the malls they stop you and you can try it out.”

“P3: That’s why so much trust. So see? That will work. You know using exotic elements emphasis that it is not from America�

Thus, from their suggestions Forest Essentials should provide consumers with free trials to do a pre-test and then research their thoughts and attitudes about the product and gain their trust. The best way to do so is to give consumers free samples in areas such as malls, and other popular places frequented by the target audience.

Survey Result for Forest Essentials Summary tables of Forest Essentials Table 1 Facial Moisturizers Usage Frequency

Facial Moisturizers Usage Frequency Gender

Age

Total

Female

Male

18-25

26-35

36 and older

,

(86)

(12)

(57)

(23)

(19)

%

%

%

%

%

%

Everyday

55

59

17

60

44

53

5 to 6 times a week

8

9

0

5

9

16

3 to 4 times a week

16

16

17

14

13

26

1 to 2 times a week

12

8

42

12

22

0

Once a week

3

2

8

4

0

5

Less than once a week

6

5

17

5

13

0

---------------------------------

-----

-----

-----

-----

-----

-----

100

100

100

100

100

100

(No. of Respondents)

Usage Frequency

Total

Table 2 Facial Moisturizers Shopping Frequency

Gender

Age

Total

Female

Male

18-25

26-35

36 and older

(100)

(86)

(12)

(57)

(23)

(19)

%

%

%

%

%

%

More than once a month

8

9

0

4

4

26

Once a month

11

12

8

2

9

42

Every 2 to 3 months

36

38

25

40

39

21

Every 4 to 6 months

24

21

42

28

30

5

Every 7 to 11 months

5

6

0

7

4

0

Once a year

13

12

25

16

13

5

Less than once a year

2

2

0

4

0

0

---------------------------------

-----

-----

-----

-----

-----

-----

100

100

100

100

100

100

(No. of Respondents)

Shopping Frequency

Total

Qualities of Facial Moisturizers Types of Preferred Qualities This research examined different types of qualities Bostonians prefer while using facial moisturizers (see Table 3). Healing effects (48%), Oil-free and Hypoallergenic (41% each) appeared to be the most preferred qualities in facial moisturizers. To a lesser degree Sun Protection Filter (31%), Skin Brightening, and Anti-aging (31% each) were the next favorite qualities in facial moisturizers. Skin-toning (25%) was the least favorite quality.

Acceptance of Forest Essential’s Facial Moisturizer Overall Evaluation of New Product Concept The respondents of this study showed a moderately positive evaluation toward the product concept overall, with the mean score 3.52 on the 5-point scale and the top 2 box of 51% (see Table 7). The findings passed the action standard of this study, which is a top2 box of 50% and a mean score of 3.30. Female respondents indicated more favorable overall evaluation of the product concept with a mean score of 3.56 and a top 2 box of 56%, in comparison with male respondents with a mean score of 3.25 and a top 2 box % of 25%. This research found differences by age. The age segment 26-35 evaluated the product with 48%, while the younger segment 18-25% showed lesser evaluation 37%.

Attributes of Forest Essential’s Facial Moisturizer Types of Preferred Attributes Survey results indicate that the natural organic ingredients with a mean score of 3.92, is the most preferred attribute of Forest Essential’s facial moisturizer (see Table 9). Brightening (3.56), toning (3.53), Sensory pleasure (3.50), and Sun protection (3.42) are preferred to a lesser degree. Age delay (3.00) and Indian brand (3.00) attributes were the least favorite attributes.

Purchase Intention of Forest Essential’s Facial Moisturizers Survey results indicate that the overall purchase intention does not meet the action standard for this study (see Table 10). The findings show a mean score of 3.01 and a top 2 box % of 35 per cent. Female respondents indicate a slightly higher purchase intention with a mean score of 3.05 and a top 2 box % of 36%, in comparison to male respondents with a mean score of 2.83 and a top 2 box % of 33 per cent. This research also found differences by age. Purchase intentions revealed the highest score for the age segment 36 and older with 58%, while the younger segment 18-25 showed 18% of purchase intention.

Promotion Preference Evaluation The survey results show that both male and female preferred promotions via free samples with 75% of the male population and 68% of the female population in the sample study choosing free samples as their most preferred way of promotion (see Table 14). The survey also shows that the least favorite method of promotion was through the sending of brochures, public relation activities and membership cards. The sample population above 36 years of age preferred special displays in a store as a means of promotion with a high of 90%. Through the survey, it is also seen that 62% of the females in the sample preferred special displays in stores in comparison to the 42% of males. It is also seen that the female population of the sample also preferred online activities as a promotion method in comparison to the male population.

Purchase point preference evaluation From the sample survey the most preferred point of purchase is retail stores with 49% opting for it (see Table 15). The female population lists retail stores as their favorite place to buy facial moisturizers while the male population of the survey prefers organic stores and convenience stores with 50% preference rate for both. The least preferred point of purchase for facial moisturizers is through wholesale stores with only 8% of the sample opting for the latter.

The female population also prefers to buy their facial moisturizers through specialty stores with 49% opting for specialty stores in comparison the 33% of the male population. The age group of 36 and over also seems to prefer buying their facial moisturizers from convenience stores.

Conclusion The objective of this market research study was to assess the marketability of Forest Essentials in the Boston market with a target segment of females 26 and older. The results from the survey and the focus group interview show that there is moderate acceptance of the brand.

Survey respondents of this study showed a moderately positive evaluation toward Forest Essentials, with the mean score of 3.52 on the 5-point scale and the top 2 box of 51 %. The findings passed the action

standard of this study, which is a top 2 box of 50% and a mean score of 3.30.

This market research study revealed that the purchase intention for Forest Essentials did not pass the action standard. The purchase intention with a mean score of 3.01 and a top 2 box% of 35 per cent was lower than the action standard for Forest Essentials. The Boston market seems to like the overall product concept but is hesitant to purchase it since it concerns a sensitive topic such as skin care.

The survey also shows that trial via free gifts is the most preferred form of promotion with a majority of 68 per cent, which indicates a high intention to try out the product before deciding on purchase intention. Participants in the focus group interview also put strong importance on the ability to try out new skin products before purchasing in order to assess suitability. The study indicates that the most preferred point of purchase is retail stores with 49 per cent opting for it, followed closely by department and specialty stores with 47 per cent each.

Survey results indicate that the natural organic ingredients with a mean score of 3.92, is the most preferred attribute of Forest Essential’s facial moisturizer. Participants in the focus group interview also showed strong preference for natural and organic ingredients. In addition,

the survey revealed respondents feel that the product fits with natural lifestyle with a mean score of 3.80.

The study shows 46 per cent of respondents aged 18-25 are willing to pay below $25 for Forest Essentials facial moisturizer, while 58 per cent aged 36 and older are willing to pay between $25 and $49.

Recommendations Overall Marketability Research indicates that Forest Essentials should not enter the Boston market though the overall evaluation is higher than the action standard, the purchase intention does not match the action standard. The overall marketability is quite low but based on the positive attitude and general likeability of Forest Essential facial moisturizers that is indicated by both the survey participants as well as the FGI participants it would be advisable to enter the Boston market. It is recommended that Forest Essentials adopt a low risk strategy for entering this market and use direct export from the country of origin (India) as an entry mode while using the partnership with Estee Lauder to distribute their products efficiently.

Positioning Strategy Based on the research, it would be advisable for Forest Essentials to target slightly older, working women in the age group of 26 and older as they will have a higher purchasing power. It should also be positioned as a high quality product with great packaging as males would also want to buy it as gifts for their loved ones. Forest Essentials should be positioned as ‘natural and organic’ as the survey indicates that a mean score of 3.92 of the population care about natural and organic ingredients in their facial moisturizer. The FGI suggests that Forest Essentials also base their positioning strategy on the ‘exotic element’ of the facial moisturizers as they are handmade in India using Ayurvedic principles and exotic products are in high demand in the

Boston market. However, Forest Essentials should be careful while using that approach as it is risky and possible that a large part of the population may not trust a product that is not familiar with their sensibilities.

4 P’s Marketing Mix Strategy The Survey samples and FGI suggests that Forest Essentials should place their products in retail, specialty and convenience stores as most of the target audience indicated this as their preferred point of purchase. While planning their marketing strategy they should keep in mind that while natural and organic ingredients is the new trend our survey pointed out that many people are interested in its healing properties. It would be advisable for Forest Essentials to take that factor into consideration and market its healing capabilities since it’s based on an ancient Indian form of medicine (Ayurveda). The promotion strategy should be based on free trials and samples as both the survey and the FGI indicated strongly that since it was a product concerning their skin they would like to test the product first before purchasing it. The product will be priced at $50 for 1.7oz to keep a universally standard price also since it is being marketed as a luxury product. The product also has many core benefits and the price adds a perceived quality to the product.

Future Research Direction

Once Forest Essentials enters the Boston market and gets direct access to consumers additional research can be executed to gain more insights as to how to market the product in order to get better reach to consumers. Facial moisturizer is a product that is a sensitive topic as it concerns direct contact with the skin and has an overall effect on health. Therefore, as research also indicated the product has to be tried out first and then additional research maybe executed to gain more precise information about the likes and dislikes of the product. In order to familiarize consumers with the product promotion should be strongly, but not exclusively, based on free trials. In addition, the marketability as an exotic product (Indian) can be examined. The personal health market sector in the United States amounts to $117 billion with approximately 13-19 per cent of the adults in the United States being considered to lead a healthy and sustainable lifestyle.

Therefore, it is recommended that Forest Essentials in the benefits of its products oriented towards natural lifestyle.

Appendix FGI Discussion Guide Good evening, everyone. My name is…….and I am a graduate student of Emerson College. I would like to thank you all for coming here today. Today’s discussion is going to revolve around facial moisturizers. There is no right or wrong answer. We will be recording this session to prevent loss of information and everything you say will remain confidential.

Introduction 1. Let us begin with a round of introductions. I would like each one of you to introduce yourself and tell me what is your daily skincare routine?

Understanding Attitudes toward Facial Moisturizers 2. Let’s talk about the usage of facial moisturizers. How often do you use a facial moisturizer? Where do you buy it?

3. If we had to make a list of important qualities for a facial moisturizer, what would they be?

MODERATOR TO ALLOW RESPONSES AND ADD THE FOLLOWING IF NOT MENTIONED a. Age delay b. Sun protection Filter (SPF) c. Skin brightening

d. Natural/Organic ingredients e. Sensory pleasure 4. Imagine I put a hat in the middle of this table and all of you can put all of your concerns regarding facial moisturizers and make them go away, what would you put in? a.

Why are these so important…what are the effects of these issues?

Concept Evaluation 5. I have something to show you today. SHOW VIDEO

MODERATOR TO EXPOSE FIRST CONCEPT BOARD WITH PRODUCT NAME, DESCRIPTION, BENEFITS a. What thoughts, images, moods come to your mind after seeing this?

6. Imagine you are back at home telling your roommate about this product. How would you describe it? a. What are the benefits

7. Imagine if this company were to put up a stall in an exhibition, what kind of people would go to this stall to look at the product? Could you describe these people in terms of age, gender, occupation, personality, or lifestyles?

a. Could you also describe the person who would buy this product? And why do you say so?

8. Imagine Forest Essentials was running a marathon. Who would be its toughest competitor and why? Who would be the other products in this race? a. What advantages does “Forest Essentials” have which none of the other contenders have? b. What disadvantages does “Forest Essentials” have which none of the other contenders have?

MODERATOR TO REPEAT a & b FOR Forest Essentials COMPETITOR 9. Imagine “Forest Essentials” magically turns into a human being. What kind of person would it be? a. Age b. Gender c.

Occupation

d. Hobbies e.

Lifestyles

10. Imagine there is a girl, Rose, who dislikes the results from “Forest Essentials”, why do you think she doesn’t like it? What, according to you, are her concerns regarding the product and why?

SHOW VISUAL WITH PRICE 11. If you had to market “Forest Essentials” in general, how much would you price it and why?

12. What is your opinion of the brand name, “Forest Essentials”?

13. What is your opinion of the packaging of “Forest Essentials”?

14. What kind of tagline would you give to “Forest Essentials”?

15. What would encourage you to try using “Forest Essentials”?

16. Where would you expect to find information about “Forest Essentials”?

17. Where would you expect to buy “Forest Essentials”?

18. Do you have any recommendations for “Forest Essentials”? a. How to become more popular b. How to reach its target audience

Forest Essentials FGI Transcript M: Ready to start, Ok Hi again..so as you know I’m a graduate student here at Emerson College of

GMCA. Today we will be recording the interview but everything you say remains

confidential. So any concerns you have towards that don’t, please Ummm today’s discussion is going to revolve around facial moisturizers. There is no right or wrong answer.Umm so yeah Let’s begin with another quick round of introductions.

P1: Hi My name is x, not sure if I am supposed to say my name

M: Yes, of course

P1: I’m a transfer student from Puerto Rico, my major is marketing communications and I’m a undergrad here at Emerson.

M2: nice to meet you

P2: My name is (p2) I’m an undergrad from Berkley, I spend time between playing music and also working currently. Yeah.

M:ok…Next one

P3: Hi I’m (p3) and I’m doing my masters in Film in Boston University

M: excellent

P4: Hi I’m (p4) I’m from Chicago and I’m a graduate in HR management. This is my first year

P5: Hi I’m an Emerson student and I’m in the integrated marketing communications program

M: Excellent P6: Hi I’m (p6) and I’m an accounting student of Boston College, Nice to meet you

P7: Seems like I’m the oldest one here.. I graduated from Boston College and my major is administration

M: Excellent, good good...We’ll start by telling me your daily skin care routine.

P1: I actually don’t have one.I actually don’t use like skin cream. I do have in my house but like once a week I use them. It’s Olay

M:Olay yeah

P2: I usually use umm I probably wash my face twice a day and I will probably use something like Olay or Clearasil usually after I gym. I sometimes deep scrub maybe about twice a week M: Sure

P3:I don’t have a routine as such but when my skin feels dry I use almond oil.umm sometimes because it gives a bronzer kind of effect. And keeps it soft I guess I do use creams and all but not something regularly. Only if my skin gets really, really dry.

M:ok good

P4: I try to wash my face 3 times a day because my skin is not so good now. Then I use face cream during the night time and after I wake up.

M:ok

P5:I use cream twice a day and I use Origins cream

M: Origins..alright I see , so you like organic natural products

P5: yes because my face is very sensitive M:Oh I see..how about you?

P6:I use the face cream twice a day, in the morning and in the night.And my one is fresh.

M:ok P7: I wash my face twice a day and use cream and my favourite brand is clearsil M:Ok sure..so whered do you usually go to buy your facial products and your moisturizers?

P3: I usually go to buy my products from Bath & Bodyworks P4,P5,P6: (Chorus) CVS P5: Macys P4: Macys or Bloomingdales P7: Retail store M: Retail store? Oh ok! If we had to make a list for all the important qualities of a facial moisturizers, what would they be?

P1: The odour, like the smell.Sometimes if it were to sleep I would like it to smell good P5: Yes P1:If it were for the daytime I wouldn’t want it to smell becaue my perfume and this would conflict P5:exactly P1: and usually I wouldn’t want something that leaves my skin oily and that’s basically it P5: I think for me moisture because after washing my face my skin becomes really really dry so I have to use it after washing my face and it has to be how to say it…Organic M:ok P5: because it’s sensitive P7:Hydrating or anti blemish P3:It should smell good that’s the main thing…

Chorus; smell

P3: Well I think anything vanilla tends to have a good track record and I kinda like it M:so How about sun protection, age delay, qualities of a facial product, is that something of interest to you?

P1; What’s age delay M:like anti wrinkle P2:like collagens and stuff like that M:Any skin brightening effects and things like that that interest you?

P6:Summertime P3: It doesn’t interest me and I don’t buy it because I don’t think it works. I’m very conflicted about that because I feel that it doesn’t exist I think it is just advertising. But I’ve never actually tried it P2:I would say it works?

P3:It does? Wow P2:Well I used to work for sephora and they give us free stuff and there were always promos and there was always something that comes out they want us to test out.Some of the stuff we used to give away and some stuff we would use because they are like guys and we go to thee gym and we are in the stockroom under those lights baking for hours, It works and when you are testing the ones that have too many collagens and it feels tight and not breathable. Most of the time if its says oil free it is oil free P3: So it does have a brightening effect?Wow sounds interesting P2:Yeah Like lots of people who have sensitive skin like to use Clinique because 90% of their products are oil free .Lets see Clairsonic is also a good one as far as deep scrubs and toners.It exfoliates and gets all the dirt and grime out of your face.And its not like it destroys your ph

balance and feels like your skin is burning. It does not feel like it is burning as it exfoliates .But if it is a good product there shouldn’t be so many foreign chemicals in it that it burns. Sometimes it does even though it says on the box that it is not supposed to do that stuff.

M:Cool Interesting Chorus Wow…yeah M:Yeah : To continue with that Imagine I put a hat in the middle of the table and you can all put your concerns regarding facial moisturizers in it and make them go away. What would you put in it?...Your concerns about anything your facial moisturizers, there is a hat here put in there and make it go away!

P3: I wouldn’t want anything to burn that is my main priority P2: concerns about PH balance..yeah M: what else concerns while you buy you..what is you major problem that you would like to avoid when you buy your facial moisturizers?

P7:make sure we won’t get an allergy P6:me too P4: I would try it maybe 1 day or 2 days before I really use it because I want to see if my skin is ok with it M:Ok, so you would first test it before P6:sample it..first sample it M:How about you ? do you have any particular concerns when you think about these products?

P1: Actually Not because I like to use..I do not actually like to use new products. Because I don’t know how it worls especially on my skin. Maybe if it is dermatology approved or something like that it will be good to use

M:You mean something like a certificate P2: Yeah something like FDA approved because a lot of products will just say organic and that’s what everybody sees first organic or not tested on animals but like there’s some stuff in here M: So you would look for a particular certificate that you would recognize P3: Would you? I’m asking you P2: Knowing what I do now yeah, otherwise I see so many people that go and buy the first product they see because it’s quicker. It’s easier for people not to check for ingredients they might be allergic to jus because it says organic.But there are organic products that will have maybe 1% of whatever you are allergic to M: so I have something to show you today..Can we make that a little bigger if possible M2: Can you see it clearly? Ok M: Can we see the one with 2 creams, the 3 rd and the 4th one and then the video?Can you read that well?

M2:It’s just an ad about Forset Essentials Forest Essentials Ad film is played M:So what thoughts, moods, images come to your mind after seeing this?

P3: I was thinking of the models the whole time P2:It seemed more like a fashion thing than….

P1: I was actually thinking about the process , the making of the products and I don’t know why I started thinking about the smell P7: Indian and hand made P4: I was thinking of the sources and where they are from M:The materials? Ok…any other thoughts?

P5:Natural M:Natural? Right P6: Are they making the products as the video show because that seems to be impossible!

P2: They have to exaggerate a little, they can’t not so that you have to notice it when you and also so that know it when they watch it and know that they are using the best product. I guess they had the models in there like they would do for car companies.They want to show that this is exquisite and top of the line kind of product. I stopped to think about the product and then was watching the glammed up models and wondering what. I knid of got distracted from the main topic M: Its’s understandable M: Imagine you were back home and wanted to tell your room mate about this product. How would you describe it?

P1: Only after seeing this commercial?

M: Yes P1: As natural and as a flowery smell?

P5: Handmade P4: You got to try M: What are the benefits.. what are your feeling about the benefits of this product?

P5: I was worried if it was made for Indian people,may not be suitable for us? I don’t know!

P1: Maybe the ingredients are not ingredients we are used to putting on our face and we can be allergic to that P2: They showed that it was natural but if were to market it then they should some of the process they use to make the product.Maybe show their multiple benefits like they showed the model

with the honey but I would like to know that it has age defy technology .Show the process by putting the cream on the face and show the transformation by taking away the wrinkles. Maybe show her by the water and she sees her reflection and show that it adds a glow to her face or something..I don’t know you see gold flakes or shimmers or something like that to indicate that gold is used in the product. Like just ya M: You should shoot the commercial P3: Are we going to watch the ad again? Just curious because did anyone actually catch ashot of the actual product? Was there a shot?

P1: yes at the end P5 & P6: yes P3: Oh ok P2: you were so mesmerized P3: Yes, I was, yes but I know this is not a critique of how the commercial was but yeah I really cannot think of anything but I guess it looked fresh!

P1: yes fresh, when you guys first showed us the picture I liked the package.It would definitely be a gift I would buy for a friend. It didn’t show that much on the commercial though. Now that you say that you didn’t see a product I remembered. But if I had to tell a friend like you said I would say OMG look at that package, it’s beautiful and I would tell her it smells like a flower.

You must buy this M: That’s why we showed you the actual packaging beforehand, talking about those two products in particular if you could just combine the commercial and the pictures.

P5: In the commercial there is a liquid but in the package I saw cream.

M: it’s just because they don’t have a separate ad for the product we are discussing today but that is why we showed you the pictures of the products before the commercial.

M: Imagine if this company were to put up a stall in an exhibition, what kind of people would go to this stall to look at the product? Could you describe these people in terms of age, gender, occupation, personality, or lifestyles?

P1: I think it would be 35 to 40 years old. A person who already has a job and is going to pay for it herself. Maybe even more for the 40s because it is anti-wrinkle and they want something for wrinkles.

P3: I think it would be an informed bunch of people would try this out because anybody who is very aware of skin creams and consciously wants to try organic and natural. They would’ve heard of Ayurveda and would venture into something like this. But I feel that if they are trying to target 18 to 34 years old maybe not so much. Then they would have to care really much about the packaging. But I agree, think that age group sounds about right.

P1: I imagine that if it is organic and handmade it’s going to be a little bit more expensive.

M: We will talk about price later on. But tell me what kind of lifestyle would that person have?

P3: Be wild.

P2: I would say somebody more sophisticated. Somebody who is already in the working field.

At least 25 or up because at that age you know what kind of creams you use, what kind of creams you don’t use. You are a little bit more familiar what kind of products you are looking for when you are going to a store and they may try out something new because you have one sample and if you are going to switch products you’re not going to be fooled by a box.

M: Could you also describe the person that would buy this product? And why do you say do say so?

P3: Somebody that has already had a history with their skin because they are the ones that I feel they seek out those natural kinds of brands.

P1: I would say also somebody who is around their 40s that has a job and she is sophisticated and is high class. Somebody that goes out at night. Somebody that does exercise and after that would do like a cleanse.

P5: I would say somebody that really cares about their quality of life and they know a lot of moisturizers. And they know the difference between different ingredients and they have tried a lot of different creams.

M: Ok. Thank you. Imagine Forest Essentials was running a marathon. Who would be its toughest competitor and why? Who would be the other products in this race?

P2: I don’t know like Clinique is one. Origins is cool. I don’t know how to pronounce it but L’Occitane or something. There is another one called doctor something, I have seen people buying the bottles all the time and they have this age defying cream that is $200 and they do different skin peelings and stuff.

P1: I would look more at high class brands and brands that maybe don’t sell at CVS but Whole Foods or something.

M: What kind of brand comes to your mind?

P1: I have no idea about face creams. My mum has one or two.

M: How about you guys? Who is running that race with Forest Essentials?

P5: I am thinking about Philosophy because it’s organic and is made with natural ingredients.

P1: Maybe the one you use – Origins. That they sell at Macy’s.

M: What advantages does “Forest Essentials” have which none of the other contenders have?

P3: Just looking at a commercial that seems a little unfair.

P1: Package M: So you are saying that the packaging is distinguishing it from the other contenders?

P1: Yes. P3: Because I am Indian and I know its background and it’s legitimate – natural sources and it’s not going to have side effects even if you try it on any skin. I know that but that is because it’s something…it’s a cultural thing. That is not very effectively conveyed by this ad but that is my impression.

P6: Some special ingredients from India.

M: So what disadvantages does “Forest Essentials” have which none of the other contenders have?

P2: It’s a fairly new product, I would say as far as crowd could back it up. Most companies what they do make up and moisturizers they start up with another product beforehand so they trust the brand beforehand. It’s going to their next stage, they are trying it, it’s new already trusted. Even people who do their research. A lot of companies branch their products under a known one. Most

people when they see new brands they want to see it’s done by Johnson&Johnson and they will say oh! And they trust it now.

P3: Maybe that is just the American market. They need that blanket to trust a company.

P1: Disadvantages maybe the price. But we still don’t know the price, so…

P5: For me, nowadays a lot of companies make organic products, so for me it’s not really special to be organic.

M: So you feel that is a disadvantage?

P5: Yes, and maybe it will be expensive because its handmade.

M: Imagine Forest Essentials magically turns into a human being. What kind of person would it be?

P1: Maybe one that is a little older than the one that has the beehive (from the commercial). I would think the same body but a little bit older. Like from 8 to 10 years older. I have a friend that uses a lot of creams all the time and her house is full of creams and she told me her mum thought her since she was little, and I imagine her mum. She is from 43 to 45 years old. She is always really nice dressed and she is thin and all like really fancy. So I imagine she turns into her.

P3: Someone who is into luxury. It’s not a need based cream. That’s why talked about how you want buy it at CVS. Looks like they are targeting a niche. If I have to personify the customer that would buy this – someone who goes that extra mile to take care of their skin. One that wants to be pampered, the whole luxurious thing.

P7: Maybe an old rich lady.

M: How old?

P7: Maybe 40 or 50 P2: If 40 is old my mum would kill you.

M: Imagine there is a girl, Rose, who dislikes the results form “Forest Essentials”, why do you think she doesn’t like it? What, according to you, are her concerns regarding the product and why?

P1: The smell.

P3: She is like fixated on the smell.

P1: I know because my mum loves fruity things and I don’t like fruity smells. I like it more flowery, more forest type. And I know she wouldn’t wear anything that is flowery. If there would be no scent, maybe because it is too oily.

M: Let’s go back to Rose. What is that she doesn’t like in the product?

P4: I think she may have concerns because it’s new and not so many people have tried it so if I were her, I will have this concern.

P5: Is that a new product?

M: It’s a product that doesn’t sell in the U.S. yet but is well established in the Indian market.

P5: I think the smell too because there are a lot of ingredients, so maybe the smell is really complicated and very strong.

P2: I think the look and feel of the cream because a lot of this Ayurvedic products they don’t have side effects but they don’t look as nice as the other creams. They look like a little messy, a mud pack, so this is something they should think about before launching it in the American market.

M: We have been talking about price a little earlier, I can introduce it to you know. If you had to market “Forest Essentials” how much would you price it and why? And what do you think of this price (Image on screen - package plus $50)?

P1: How much is 1.7 oz?

M: It’s about 50 ml P2: Oh lol. That is expensive. You are not putting this everywhere. I mean technically, I would say that is a reasonable price but that’s because I am used to it. That is technically reasonable.

P3: I don’t use skin product much, so this is exorbitant to me. I wouldn’t spend that much.

M: How much would you price it?

P3: $20 to $25 P5: For me it’s reasonable but I am not sure it’s suitable for me. The price is reasonable because the cream now I use is around that price.

P6: Well, I think it’s reasonable but if I have to spend $50 on a face cream, I should chose the other brands – customer approved. Somebody that has already used it, so I know it’s effective or not effective.

M: So you would rather find information about Forest Essentials via promotion or recommendation?

P1: Recommendation P3: Recommendation P4: Recommendation, yes, but I am not sure, I have to try it. Because different people have different skin.

P2: I would say recommendation.

M: What is your opinion of the brand name “Forest Essentials”?

P3: Too long P1: I actually like it. I think it’s catchy. Not at first but after we kept saying it’s a pretty nice name

and

it’s

actually

related

to

the

product.

P5: I think it is no so fancy P3: Yes, that’s a good point P1: Maybe if you put it in French it will sound fancier.

P3: It sounds like a definition, like a dictionary term.

M: What is your opinion of the packaging?

P1: I like the packaging. It is something that if I stay at somebody’s house like my friend. I would give as a gift for the hospitality. I would give it as a gift. It’s a present that she would

look at it and will say; ah it’s nice, and luxurious. Now that I look at the cap it looks like Estee Lauder.

M: So if you were to market this product here in America what kind of tagline would you give it?

P3: The current one is beauty makes beauty, right?

M: Beautiful things make beautiful things P1: The slogan?

M: yes P3: I think you need to know what the current slogans are of the other brands. There is no tagline that is particularly memorable to me.

P2: When I think of the word essentials it as all the elements, so I would use this. Something that feels natural, any element so to speak. So if they are using it before going to the office or at night they have an everyday cream that is for different occasions, so no matter when you’re using it, you will still feel comfortable. You use it right before you go to the gym or may go to a football game with your boyfriend.

M: Maybe just a work that comes to mind not a whole sentence?

P3: I think natural.

P2: Yes, natural.

P5: I want to mention that this is handmade.

P1: Handmade, but maybe another word, a synonym. I would also use beautiful and natural.

P5: I would mention that they are professional and really focused on the quality of the product.

P3: You can also capitalize on the fact that it’s ageless because there is this image that India is very exotic and everything is from ancient times. I think you should really use that to your advantage. Say that it was given ages ago.

M: So you mean adding the Ayurvedic aspect to it?

P3: Yes, sure. Make it sound as ancient as you can.

P2: Made for like a goddess almost P3: If you say goddess that will bring it somewhere else. But something that is passed from generation to generation – like a grandmother’s recipe.

M: What would encourage you to try “Forest Essentials”?

P3: Free sample. I’m sorry P1: I would think a friend’s recommendation will encourage me to buy it, to try it. Also, a sample with the smell. I will use a cream for the smell more than anything else.

P2: At this point it would be one key ingredient that people have heard about like a lot of products will put that it’s made with agran oil and people will see that they will know they used another product with that ingredient and it has worked. Oh this has this in too, so I will buy it. Or some people like creams that have acai berry in it, it is the same. It same how people went from using avocado to kale. And it’s people who had kale before and hate it but soon as someone is

using it they will be like – oh yeh, I want to try this, everybody is having it. So if you at leasthad this one key ingredient.

P3: But what is that key ingredient in the cream industry? What would that be? Buzz word M: So mean the trendy ingredient that all brands follow?

P3: Yes P2: Yeh M: So guys, what do you think? What would make it try out “Forest Essentials”?

P5: Online coupon P4: Promotions P6: Free sample P5: I think, I have to try it before I buy it, so a free sample. It’s really important to me to try before I buy it.

M: Ok, so where do you expect to find the information for “Forest Essentials”?

P1: In the mall P2: and magazine ad P1: I don’t know if they have it here but in Puerto Rico we have a lot of Kiosks, when we are walking by in the malls they stop you and you can try it out.

M: So any other source information social media, traditional media such Television, radio?

P2: they can through e channel because it has so much hi end fashion and celebrities.

P1: yeah maybe in the desperate housewifes or something like that.

P3: Exactly, if you want to talk about TV networks then Bravo will be it , they will probably air something like this, I guess magazine you get those sachets, that will be work.

P1: yeah I would put in a banner or something like that around P5: I think magazines, professional magazines?

P2: yeah, like Vogue, esquire be magazine yeah.

M: I’m contacting them tomorrow. Where would you expect to buy “Forest Essentials”.If you were thinking about the Boston market?

P2: Lord & taylor P1: Macys P2: I don’t think I would see it in Ulta but Sephora you would probably see it, because they do carry some European luxurious stuff so P1: Maybe in Wholefoods? Maybe maybe..but I don’t see it in shaws even though they have a really big organic area.

P3: I don’t think they should be sold in whole foods. I think they should do promotions there.

They should not be selling stuff there.

P5: Maybe in some exclusive store

P1: I don’t know any cream stores like that. I know there are stores that sold only creams. They called natural something, they sell maybe really high fast cream.

M: I don’t know their name as well but they have a chain here ..it’s down the road in newbury M: So do you have any recommendations for Forest Essentials? There have been some already already just some on how to become more popular, how to reach the audience? talk about th target market-maybe 25 to 35 years old maybe early 40s? maybe an affluent audience?

P1: To tell you the truth, I now feeling like buying it. I’m curious.

M: So any recommendations whatever comes to mind? From price to promotion to packaging?

P3: I’m thinking about the other Indian thing that is big here and that is Indian hair . I see a lot of ads for Indian hair products and no one is skeptical and says oh my god it will give me some problems. So I think this is something you need to study like why it works. like American audience are not that skeptical when it comes to trying Indian hair products. So what isit about skin that bothers them.I just think it would be a good case study if you really want to bring FE into the market.

M: So you mean promoting the brand as Indian?

P3: Exactly,the exotic element M: It’s a good strategy P3: yeah yeah but I’m not backing it up completely . I would suggest that we do a comparative study

P2: Because from all our point of view it’s you guys take care yourselves. Like what most of the auto industry. So we know technically how bad the gas pollutionis, we are not healthy. we know about the BPoil spills and environment recycling. But for mostthe most part all the other developing countries also know it even if they keep their environment clean they mean all they have is clean water. Ok you step is all natural organic food that not killing your body. We have everyday kill your body. Even though it’s better here it is portrayed as toxic land Ok, it’s outsourced, it’s not here.

P3: That’s why so much trust. So see? That will work. You know using exotic elements emphasis that it is not from America P5: for me I think they’ve got to show me that is is safe because it’s hand-made. Make sure the quality it’s safe.

M: So it can be going back to recognize the product by an agency like USDA, will that make you more comfortable. Would you trust a little more?

P5: It’s hand-made, on the other hand, how to say that M2: quality control?

P5: yeah, exactly maybe there is some flaws because human you know P4: I think you need let people to trust it, build foundation like you make people try it first and the reputattion will be good. So it can become popular.

M: right, so your recommendation is to allow people to pre-test and then see their thoughts P4: yeah make consumer try it and give them sample

P6: standardize the manufacturing process to ensure the quality of product.

M: anything to make it popular in the Boston market?

P3: yeah I’m just thinking I get samples all the time . So why would I pick it up. You know my thing is that if i try the cream I need to wait two weeks to see the result to see if it fits my daily routine. I think the exotic element just one aspect but they need one more thing to really make it stand out and I’m still thinking what it could M: Do you think that by associating the brand with a celebrity face that is popular In india will it will work in America?

P5: No I think there are must be India. Maybe beautiful Indian girls handing out the sample P3: Unless someone has some skin disease or a scandal about creams will people start thinking I must buy natural and that is very difficult to happen.

P4: Does this have only have face cream ?or do they have eye cream and other stuff. I’m thinking the sample could make me buy the whole package, because I get the facial sample I want the eye cream and I will try the whole package.

P1: You mean have a combo P4: Yeah maybe I will try one week or two week to see if it’s good for me.

P1: Well I see Boston has lots of college students. I don’t think it will be work because college student have abudget. The price is really high. So target maybe you can have limit time to see how it does.

P2: I’m sorry Given that market that commercial, they knew exactly who they are going for.

When it’s a product like that you want it to be seen as the high-end quality. As soon as you do the 2 for 1, and this for that it loses…you are devaluing the product. Like college girls..Unless you are the kind of college girl that is savvy and sophisticated. And unless you want to be that you are not going to go for that product. And there are some who will go for that product simply because of the price point. They don’t care if it is organic they only want it if it looks pretty. I’ve seen like how you said. The case with the gold cap…I’ve seen so many companies with the shiny gold or silver cap and it catches your attention. Same with McDonald’s and their red yellow signage. Red attracts you and then it’s the red that urges you makes you want to get in and get out. They don’t want you sitting in there. There are so many companies that have bottles and cases Like that Even if they don’t they know you have a stand or medical cabinet with products like that so you are comfortable with the product. So those people base on the price point there is like the louboutins and Jimmy choos are the ones who buy it for the name and for the quality. a market that commercial they know exactly who they going for but when you, when the product like that to be see have a high quality. The people who know what they want will buy it with the price point and P1: yeah, how do you create that trust?

P2: It’s trust, I will put it this way. I didn’t get my Tattoo from Boston. I had to learn and understand Boston artist s (…….) It’s about feeling comfortable. Somebody who is selling the product may have tried the product before and tell you about. They can survey it to you. It’s always a friend’s recommendation. You got several different skins. So maybe your skin maybe more oily or you friends may have more moisture (…)

M: Cool, any other thoughts, whatever?

P3:Boston has a lot really old people (..) so maybe you can you know target old women with lot of money M: yeah working professional, mostly college students M: Well, Thank you very much, thank you P1: Can we try out the products P3:Are there any free samples we can try?

M: Unfortunately not, they in India, and we couldn’t really get them shipped here. But thank you for participating today. You’ve helped us a lot in our work.

Focus Group Interview Concept Board Slide 1

Forest Essentials Hand made by the villagers of India using completely natural and organic Ingredients sourced from nearby forests.

Slide 2

Forest Essentials Luxurious Ayurveda

Slide 3 The Soundarya Radiance Cream with 24 Karat Gold and SPF 25 is an extra rich and light textured, age delay cream that acts as a natural facelift for mature and dry skin.

Slide 4 Eternal youth formula contains Date and Litchi fruit which are soaked in pure Rosewater in clay pots buried under the ground to ferment. It also contains potent Ayurvedic anti aging herbs, roots & Saffron to make a formula which attracts and retains moisture while firming and toning the skin.

Slide 5

Beautiful things make beautiful things‌.

Forest Essentials ad

Slide 6 Priced at $50 for 1.7oz , Forest Essentials provides its customers with sensory pleasure at every step.

Slide 7 Forest Essentials facial moisturizers are designed based on ancient principles of Ayurveda and are suitable for all skin types

Forest Essentials Survey

Top-Line Report of Forest Essentials (Action Standard: Top 2 Box Percentage: 50% Mean Score: 3.30) (No. of Respondents)

Total (99)

Male (12)

Female (86)

Overall Evaluation Top 2 Box % Mean scores

51% 3.52

25% 3.25

56% 3.56

Evaluation by attributes Age-Delay Sun-Protection Toning Brightening Indian Brand Natural & organic ingredients Sensory Pleasure

3.00 3.42 3.53 3.56 3.00 3.92 3.51

3.25 3.33 3.17 3.25 3.17 3.58 3.42

2.95 3.43 3.57 3.60 2.99 3.97 3.50

Brand Image Authentic Pure Simple Luxurious Organic Healthy Unique

3.84 3.91 3.31 3.69 4.05 3.87 3.32

3.75 3.75 3.25 3.50 3.83 3.67 3.08

3.86 3.95 3.33 3.71 4.08 3.91 3.36

Purchase Intention Top 2 box % Mean scores

35% 3.01

33% 2.83

36% 3.05

Others (1)

Overall Evaluation 1. I don’t like it at all, 2. I slightly don’t like it, 3. Neutral, 4. I slightly like it, 5. I like it a lot Evaluation by attributes 1. Not appealing, 2. A little appealing, 3. Somewhat appealing, 4. Quite appealing, 5. Very appealing Brand Image 1. Very Unlikely, 2. Unlikely, 3. Neutral, 4. Likely, 5. Very likely Purchase Intention 1. Definitely will not purchase, 2. Probably will not purchase, 3. Might or might not purchase, 4. Probably will purchase, 5. Definitely will purchase

Table 1 Facial Moisturizers Usage Frequency

Facial Moisturizers Usage Frequency Gender

Age

Total

Female

Male

18-25

26-35

36 and older

(100)

(86)

(12)

(57)

(23)

(19)

%

%

%

%

%

%

Everyday

55

59

17

60

44

53

5 to 6 times a week

8

9

0

5

9

16

3 to 4 times a week

16

16

17

14

13

26

1 to 2 times a week

12

8

42

12

22

0

Once a week

3

2

8

4

0

5

Less than once a week

6

5

17

5

13

0

---------------------------------

-----

-----

-----

-----

-----

-----

100

100

100

100

100

100

(No. of Respondents)

Usage Frequency

Total

This research examined the participant’s facial moisturizers usage frequency. Everyday usage (55%) gave the highest result. To a lesser degree, three to four times a week (16%), one to two times a week (12%), and five to 6 times a week (8%), and less than once a week (6%) were the next frequency use. Once a week (3%) was the least frequency to use. The research found difference by gender and age. Female everyday usage (59%), three to four times a week (16%), and five to six times a week (9%), while males preferred one to two times a week (42%) and everyday (17%) and less than once a week (17%).

Table 2 Facial Moisturizers Shopping Frequency

Gender

Age

Total

Female

Male

18-25

26-35

36 and older

(100)

(86)

(12)

(57)

(23)

(19)

%

%

%

%

%

%

More than once a month

8

9

0

4

4

26

Once a month

11

12

8

2

9

42

Every 2 to 3 months

36

38

25

40

39

21

Every 4 to 6 months

24

21

42

28

30

5

Every 7 to 11 months

5

6

0

7

4

0

Once a year

13

12

25

16

13

5

Less than once a year

2

2

0

4

0

0

---------------------------------

-----

-----

-----

-----

-----

-----

100

100

100

100

100

100

(No. of Respondents)

Shopping Frequency

Total

This research examined the participant’s facial moisturizers shopping frequency. Every two to three months appeared to be the greatest frequency to purchase facial moisturizers. To a

lesser degree, every four to six months (24%), once a year (13%), once a month (11%), more than one a month (8%), every seven to eleven months (5%) were the next frequency use. Less than once a year (2%) was the least frequency to use. The research found difference by gender and age. Females purchase facial moisturizers every two to three months (38%) and once a month (12%) and once a year (12%). Males purchase facial moisturizers every four to six months (42%), every two to three months (25%) and once a year (25%).

Table 3 Qualities in using facial moisturizers (Multiple Responses) Gender

Age

Total

Female

Male

18-25

26-35

36 and older

(100)

(86)

(12)

(57)

(23)

(19)

%

%

%

%

%

%

Anti-aging

31

33

17

21

26

68

Sun Protection Filter

35

36

33

33

39

37

Skin Brightening

31

35

0

39

9

33

Oil-free

41

45

17

48

30

37

Healing effects

48

49

33

46

35

68

Skin Toning

25

28

8

19

26

42

Hypoallergenic

41

42

33

39

35

58

Other

6

8

6

7

4

5

(No. of Respondents)

Qualities

Table 4 Brands Recognition (Multiple Responses) Gender

Age

Total

Female

Male

18-25

26-35

36 and older

(100)

(86)

(12)

(57)

(23)

(19)

%

%

%

%

%

%

L’Occitane

33

36

8

40

26

21

Origins

31

35

0

32

26

37

Aveda

41

44

25

33

39

68

Burt’s Bee

52

51

50

46

57

63

Kiehl’s

36

40

8

44

22

32

None of the above

17

16

25

26

9

0

(No. of Respondents)

Brands Recognition

Table 5 Facial Moisturizer Information

Gender

Age

Total

Female

Male

18-25

26-35

36 & above

(100)

(86)

(12)

(57)

(23)

(19)

%

%

%

%

%

%

Traditional Media

52

57

17

54

35

63

Store Displays

42

44

33

40

36

55

Social Media

32

34

25

37

17

37

Company Website

20

21

8

23

9

26

(No. of Respondents)

Information

Mobile App

10

8

25

9

13

11

Recommendation by friend

61

42

63

61

61

58

Promotion Sampling

45

50

17

47

32

56

8

7

17

6

9

12

Other

Table 6 Lifestyle Opinion

Gender

Age

Total

Female

Male

18-25

26-35

36 and above

(100)

(86)

(12)

(57)

(23)

(19)

Mean

Mean

Mean

Mean

Mean

Mean

3.96

3.99

3.67

3.84

4.17

4.06

3.59

3.59

3.33

3.75

3.26

3.33

Don’t care about Skin Care Products

2.08

1.98

2.92

1.98

2.30

2.11

Like to keep up with Social Trends

2.85

2.98

2.19

3.07

2.78

2.32

(No. of Respondents)

Evaluation by Lifestyle Care about Natural Ingredients Shop at Organic stores

Table 7 Overall Evaluation of Forest Essentials

Gender

Age

Total

Female

Male

18-25

26-35

36 and above

(100)

(86)

(12)

(57)

(23)

(19)

%

%

%

%

%

%

I do not like it at all

2

2

0

0

0

11

I slightly do not like it

7

8

0

9

0

11

Neutral

39

34

75

46

44

16

I slightly like it

40

43

25

37

48

42

I like it a lot

11

13

0

9

9

21

-----

-----

-----

-----

-----

-----

99

99

99

99

99

99

Top 2 Box %

[51]

[56]

[25]

[46]

[57]

[63]

Mean scores

3.52

3.56

3.25

3.46

3.65

3.53

(No. of Respondents)

Overall Evaluation

--------------------------------Total

Table 8 Evaluation of Forest Essential Attributes

Gender

Age

Total

Female

Male

18-25

26-35

36 and above

(100)

(86)

(12)

(57)

(23)

(19)

Mean

Mean

Mean

Mean

Mean

Mean

Not Authentic vs. Authentic

3.84

3.86

3.75

3.79

3.83

4.00

Not pure vs. Pure

3.91

3.95

3.75

3.93

3.78

4.00

Complicated vs. Simple

3.31

3.33

3.25

3.26

3.30

3.47

Not Luxurious vs. Luxurious

3.69

3.71

3.50

3.42

4.00

4.11

Nonorganic vs. Organic

4.05

4.08

3.83

4.02

4.22

3.95

Unhealthy vs. Healthy

3.87

3.90

3.67

3.79

4.04

3.90

Ordinary vs. Unique

3.32

3.36

3.08

3.23

3.39

3.53

(No. of Respondents)

Evaluation by Attributes

Table 9 Evaluation of Forest Essentials Attributes

Gender

Age

Total

Female

Male

18-25

26-35

36 and older

(100)

(86)

(12)

(57)

(23)

(19)

Mean

Mean

Mean

Mean

Mean

Mean

Age delay

3.00

2.95

3.25

2.84

2.83

3.68

Sun protection

3.42

3.43

3.33

3.35

3.39

3.68

Toning

3.53

3.56

3.17

3.39

3.57

3.89

Brightening

3.56

3.60

3.25

3.58

3.30

3.79

Indian brand

3.00

2.98

3.17

2.89

3.13

3.16

Natural organic ingredients

3.92

3.97

3.58

3.91

3.87

4.00

Sensory pleasure

3.50

3.50

3.42

3.49

3.35

3.74

(No. of Respondents)

Evaluation by Attributes

Table 10 Purchase Intention of Forest Essentials

Gender

Age

Total

Female

Male

18-25

26-35

36 and older

(100)

(86)

(12)

(57)

(23)

(19)

%

%

%

%

%

%

Definitely not buy

12

12

17

11

13

16

Probably not buy

17

16

17

25

13

0

Neutral

35

36

33

44

35

11

Probably buy

28

28

33

18

30

58

Definitely buy

7

8

0

4

9

16

Total

100

100

100

100

100

100

Top 2 Box %

[35]

[36]

[33]

[21]

[39]

[74]

Mean scores

3.01

3.05

2.83

2.79

3.09

3.58

(No. of Respondents)

Purchase Intention

Table 11 Pricing opinion of Forest Essentials

Gender Total

Female

Male

Age 18-25

26-35

36 and

older (No. of Respondents)

(100)

(86)

(12)

(57)

(23)

(19)

%

%

%

%

%

%

Below $25

46

42

67

51

48

26

$25-$49

41

43

33

40

30

58

$50-$74

9

11

0

7

17

5

$75-$99

4

5

0

2

4

11

$100 or higher

0

0

0

0

0

0

-----

-----

-----

-----

-----

-----

100

100

100

100

100

100

Pricing opinion

--------------------------------Total

Table 12 Product based opinion of Forest Essentials

Gender Total

Female

Male

Age 18-25

26-35

36 and older

(No. of Respondents)

(100)

(86)

(12)

(57)

(23)

(19)

Mean

Mean

Mean

Mean

Mean

Mean

Fits with a natural lifestyle

3.80

3.84

3.50

3.70

3.96

3.89

Packaging is appealing

3.27

3.36

2.83

2.98

3.30

4.11

Interested by healing effect

3.54

3.59

3.08

3.37

3.61

3.95

Want it to be organically certified

3.57

3.56

3.67

3.61

3.48

3.53

Interested in its multiple benefits

3.40

3.43

3.17

3.30

3.52

3.53

Statement

Table 13 Evaluation of Partnership with Estee Lauder

Gender

(No. of Respondents)

Age

Total

Female

Male

18-25

26-35

36 and older

(100)

(86)

(12)

(57)

(23)

(19)

%

%

%

%

%

%

I do not like it at all

5

6

0

2

9

11

I slightly do not like it

9

8

17

9

9

11

48

43

75

46

44

58

I slightly like it

24

27

8

28

26

I like it a lot

14

16

0

16

13

11

Total

100

100

100

100

100

100

Mean scores

3.33

2.92

3.40

3.47

3.26

3.00

Overall Evaluation

Neutral

11

Table 14 Preferred Promotions of Forest Essential

(Multiple Responses) Gender

(No. of Respondents)

Age

Total

Female

Male

18-25

26-35

36 and older

(100)

(86)

(12)

(57)

(23)

(19)

%

%

%

%

%

%

Product Placement

38

41

25

32

35

63

Celebrity Endorsement

34

34

33

46

13

Special displays in a store

59

62

42

54

44

90

Online activities on Social Media

44

45

33

48

40

42

Sending Brochures

22

22

17

18

17

44

Traditional advertising

42

44

33

35

39

68

Membership Card

22

23

17

26

17

16

Free Gifts

68

66

75

74

52

68

Public Relation Activities

23

27

0

28

8

26

Other

6

7

0

4

13

5

Promotional method

26

Table 15 Preference Places to Buy Forest Essentials

(Multiple Responses) Gender

(No. of Respondents)

Age

Total

Female

Male

18-25

26-35

36 and older

(100)

(86)

(12)

(57)

(23)

(19)

%

%

%

%

%

%

Preference Place Department store

47

52

17

49

Specialty Store

47

49

33

47

44

53

Retail Store

49

50

42

46

52

53

Organic Store

39

38

50

42

52

12

45

45

50

39

48

65

Wholesale Store

8

7

17

7

13

6

Online

25

26

8

35

4

18

Other

1

0

8

2

0

0

Convenience store

35

59

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