Recommendations for Palmolive Company

Please help with the recommendation part and only for PALMOLIVE ( ignore Dettol). There are two people responsible for the recommendation and I only do one recommendation. So please give me a brief outline how you are going to discuss it. I need to let my group member know so to avoid any duplication.
Please use simple vocabulary and sentence structure. We need to use theoretical argument so I attached lecture slides and let me know if you need our textbook. Please feel free to send me a message if you have any question.
Attachments: 1, project description 2, evaluation form 3, survey 4, survey result&project calculation 5, week 5&8 lecture slides
Many thanks for your help!

Executive summary Handwash is a product we use daily and necessarily, so we select two brands to analyse that based on what circumstances they will buy handwash and what qualities are more valued when purchasing, which is Palmolive and Dettol. We designed a customer survey using the multi-attribute model to evaluate belief strength and we put different scales in our format to collect data. In the survey, we put cognitive component, affective component and behavioural component in our survey to track and reflect customer purchasing process and decision. This report will first give the audience a background of the two brands and according to our customer survey analysis, we will find the pros and cons for the two brands and give some recommendations to Palmolive on how to improve their brand. Background Our group select two top brands of handwash which are available in Coles supermarket, Palmolive and Dettol. Palmolive is a health care brand under Colgate and introduced by BJ Johnson Soap Co. in 1898. Today, the Palmolive equity is sold in over 88 countries in 54 variants. Palmolive sells products of personal care for hair, hands and body. On their official website, the layout is simple and easy to show their classification of product categories. According to the description of liquid handwash, Palmolive products have the function we expect to investigate in our survey. The outer packaging of the introduction can directly press the pump head with foam, packaging of different flavours and different capacities, and there are also refills of hand sanitizer, which can improve their product usage. The price of this brand is $3 to $7 for the general package (250mL to 400mL and about $5.5 for the 500mL refill package. Another brand is Dettol which is more popular among customers. Dettol first started in hospitals where Dettol antiseptic liquid was first used for the cleaning and disinfection of skin during surgical procedures. Since then, Dettol has devoted to support customers by producing antibacterial products to create hygienic environment and protect personal health. Dettol is still valued today for having reliable and effective products which kill germs on the skin and others which are powerful enough for germ-killing tasks on surfaces around the home. With this character, Dettol grow up quickly and earn a good reputation around the world. Especially under the current situation, the COVID-19 virus pandemic is affecting the health of people around the world. As a product with antibacterial effects, Dettol become more popular with the killing germs function. According to Coles supermarket online, Dettol handwash is already out of stock due to the COVID-19 virus. But their website or other website like chemist warehouse can still buy it and the price various from $1.99 to $5.99 which is lower than Palmolive and has more popular acceptance and recognition. Survey analysis The reason why marketers should learn the importance of customers’ attitudes is that attitudes can predict consumers’ buying behavior and discover what’s wrong on the marketing plan. Surveys are easy to administer and low cost, which relatively inexpensive information is obtained easily. Multiattribute Attitude Models is used in our attitude survey to investigate customers who have direct purchase and use process. During the data collecting period, we have reached about 55 respondents but only use 40 of them for our data analysis because some are invalid data. We conducted surveys in the form of online questionnaires. We published the questionnaire information on different social platforms and obtained the required data. In the survey, we try to protect the privacy and security of our respondents, so the content of the questionnaire only basic part of the demographic data. Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs. The data contains 4 sections: cognitive components, affective components, behavioural components and demographic characters. Cognitive components measure beliefs about specific attributes using the Semantic Differential Scale. Eco-friendly, accessibility, variety, package and antibacterial are five attributes we used to analyse our customers. At first, respondents are required to allocate the 100 points to each attribute based on the importance of this attribute to you when you are choosing the handwash. Then respondents need to choose the performance on each attribute for ideal product and actual product, our team will use these data to calculate their attitude toward each product. With the mean is 32.63 and the medium is 30, we found that antibacterial is the most important attribute when purchasing handwash. After calculating, the attitude toward Dettol is 105.57 while the attitude toward Palmolive is 141.67. Apparently, customers are more likely to buy handwash from Dettol than Palmolive. For the affective component section, we used Likert scales to measure feelings about specific attributes. With some descriptive sentences, we provide five different levels of options from strong approval to complete disagreement, of which 1 is strongly disagree and 5 is strongly agree. The average score of Dettol ranges from 3.7 to 4.1 of different attributes and the volatility is small on brand Palmolive, from3.5 to 3.8. The results show us that both brands the performance of the two brands is similar, but the Dettol score is higher, which indicates that customers have higher recognition for this brand. The third section is behavioural component that measures customers’ actions or intended actions. By asking respondents to choose whether they will buy a certain brand of products to predict their potential consumer behaviour. Customers’ potential behaviour can give marketers an insight of whether the brand perform well. With every respondent choose they will definitely, probably buy it or it is indifferent for Dettol. The result shows that every respondent may buy Dettol handwash in their future purchase decision. But the consequence is different on Palmolive, there is only one person who will probably not buy this brand while other respondents have almost the same response as Dettol. With most people choose “I will probably buy it”, we think that in many cases, people will choose to buy these two brands, but because there are still many hand sanitizer brands competing in the market at the same time, Dettol and Palmolive will not necessarily become consumers' first choice. The three components are equally important to marketers because through them we can predict what our target customers do, think and feel when purchasing handwash. Although the two brands we surveyed are well-known international brands, according to our survey, there are still differences in competitiveness. Especially in the current international environment, the packaging and types of hand sanitizers are no longer the primary considerations of people, and the functionality of hand sanitizers in sterilization and disinfection is paid more attention. References Colgatepalmolive.com Dettol.com.au Shops.coles.com.au Appendice

1 Project Description What do people like? You have just been hired by MSInsight, Inc., a marketing consulting firm headquartered in Sydney, Australia. MSInsight specializes in consumer research and for your first project, your boss decides to put you in charge of a major client, who has asked MSInsight to provide consulting services regarding its fast moving consumer good category (e.g., soda beverage, toothpaste, shampoo etc.) _______________ (student groups choose a category (any category other than soda and after-shave since we will discuss these two in the class) and two brands but get them approved before proceeding – by Week 4). This project involves conducting an attitude survey for your brand (choose one of the two) and the competing brand in your chosen product category. Your job is to find out which brand consumers like better. After taking the Consumer Behavior class at UNSW, you decide to try out the popular ideal point multi-attribute attitude model [Hint: Please refer to Chapter 11 for details.] For this project, please address the following: Part 1. Attitude Survey. First, your team should identify five relevant attributes for the product category. You should use the same five product attributes for both competing brands. Second, please design a short questionnaire to measure the three components of attitudes and evaluate their strength (you will email this survey to the tutor by March 26th and bring a copy to the tutorial in Week 7). You will use the multi-attribute model to evaluate belief strength. Note that you will measure belief strength for each attribute thrice, once for each competing brand and once, for the ideal point. Third, conduct the survey with 40 consumers who have direct experience with both the two brands (i.e., have used the brands at some point) and then calculate the overall attitude toward each brand (please show your calculation in appendix). Which brand do people like better? Why? Which attributes are most important to consumers? What other consumer insights have you learned from this exercise? Do the three components seem consistent with each other? Part 2. Recommendations. Please give your recommendations for your brand (for one of the two only) on how to improve consumer attitudes toward the product. If it is the top brand, please devise a set of strategies in order to maintain and/or strengthen their competitive advantage in the marketplace and if it is the underdog, please advise their executives on how to change consumers’ attitudes. (This part is really-really important as this will demonstrate how much you have learnt in class and will carry around 40% of the total weight for the project component).