MARKETING RESEARCH FOR LOW-

INCOME
A FIRMENICH INITIATIVE
Consumers in India:

BY- Rohan
Aryan Gupta
Rumeesha zarmin
kashish
Daksh pratap singh gurjar
INTRODUCTIO
FIRMENICH
N:

Firmenich, a renowned name in the fragrance and flavor industry,

has a rich history dating back to 1895.

Originally a Swiss company, it has been a global leader in

creating innovative and captivating scents and tastes.
However, in a significant development in May 2023, Firmenich
merged with the Dutch company DSM, forming the new entity
dsm-firmenich. This merger brought together two industry giants,
combining their expertise in health, nutrition, and bioscience with
Firmenich's legacy in fragrance and flavor.
 BOTTOM OF THE PYRAMID
(BOP) CONCEPT

Consumer Engagement
BoP Definition
Understanding unique needs and
The BoP represents the
constraints is crucial for
largest, poorest socio-
successful BoP product
economic group in a market.
development.

Business Impact
Societal Benefits

Targeting BoP consumers can

BoP strategies can improve
lead to innovative solutions
living standards and promote
and untapped market
economic inclusion.
potential.
ECONOMIC DIVERSITY AND CONSUMER
SEGMENTS
INDIAN MARKET OVERVIEW
 OBJECTIVE OF THE
INITIATIVE

WE AIM TO CREATE AFFORDABLE, HIGH-QUALITY

HYGIENE
PRODUCTS FOR UNDERSERVED MARKETS.

WE FOCUS ON ECO-FRIENDLY FORMULATIONS THAT BALANCE

EFFICACY
AND ENVIRONMENTAL RESPONSIBILITY.

OUR GOAL IS TO ENHANCE LIVING STANDARDS THROUGH

ACCESSIBLE
PERSONAL CARE SOLUTIONS.
 FIRMENICH’S CORPORATE
VALUES (4 GS)
• Grow - Encouraging sustainable growth by investing in innovation, long-term
value,
and employee development.

• Give - Committing to positive social impact, Firmenich supports communities

and promotes responsible business practices.

• Go Beyond - Striving for excellence and continuous improvement, this value

emphasizes creativity, innovation, and forward-thinking.

• Grasp - Embracing opportunities and challenges, Firmenich is committed to

understanding market dynamics and adapting to change.
 STATUS OF HYGIENE IN INDIA
India faces significant hygiene challenges, with wide disparities across urban and rural areas.
Despite improvements, over half of India's population lacks access to adequate sanitation
facilities, leading to health risks such as waterborne diseases and malnutrition. The Swachh
Bharat Mission (Clean India Campaign) has improved access to toilets and raised awareness about
sanitation, reducing open defecation in recent years. However, issues like water scarcity, lack of
hygiene infrastructure, and inadequate waste management persist. Rural areas, in particular,
struggle with hygiene due to limited resources and awareness, underscoring the need for
 THE SOAP INDUSTRY IN INDIA
The soap industry in India is one of the country's
oldest and most prominent fast-moving consumer
goods (FMCG) sectors. Valued at over USD 2
billion, it encompasses a wide range of products,
including bar soaps, liquid soaps, body washes,
and specialty soaps. Major players include
Hindustan Unilever (with brands like Dove,
Lifebuoy, and Lux), Godrej Consumer Products,
and ITC.
 DIFFERENCE BETWEEN TRADITIONAL
MARKETING RESEARCH AND MARKETING
RESEARCH IN BOP SEGEMENT
BoP market research
Traditional market research This research focuses on the needs of
This method uses direct methods people in the BoP segment, which is made
like surveys, interviews, and focus up of the world's poorest populations. BoP
groups to gather data. It's often markets are unique and differ from
used to launch middle-income markets in several ways,
new products or enter new market including less centralized networks and a
wider scope. Research on BoP markets is
needed to understand how to reach these
people effectively.
CHALLENGES AND OPPORTUNITIES

challenges Opportunit
1.Price Sensitivity ies AWARENESS
1.RISING HYGIENE
2.Limited 2.CUSTOMIZATION
Distribution 3.INNOVATIVE SCENT AND VALUE-
3.Low Brand ADDITION
Loyalty 4.PUBLIC-PRIVATE PARTNERSHIPS
4.Awareness
 FIRMENICH’S MOTIVATION

Firmenich aims to understand the preferences and needs of low-income consumers

in India to develop affordable, quality products that improve hygiene and well-
being. By conducting market research, Firmenich seeks to expand its reach in rural
and underserved urban areas, tapping into a large consumer base. This initiative
aligns with Firmenich's commitment to social impact, providing solutions that
enhance daily life and promote better health practices. The research will also drive
sustainable innovation, creating products that are both cost-effective and
environmentally responsible for the growing low-income market.
 SUSTAINIBILITY INITIATIVES
Firmenich’s market research for low-income consumers in India emphasizes
sustainable practices:

1.Eco-Friendly Products: Developing affordable, sustainable fragrances and

ingredients to enhance hygiene options.
2.Biodegradable Ingredients: Using natural, biodegradable ingredients for
minimal environmental impact and improved health.
3.Resource Conservation: Prioritizing water efficiency and reduced resource
usage in production.
4.Local Sourcing: Supporting local communities by responsibly sourcing
materials, creating jobs, and fostering economic growth.
5.Awareness: Partnering with organizations to promote hygiene and
sustainability awareness.
PRODUCT DEVELOPMENT STRATEGY
1.Consumer Insights: Conduct research to understand the needs of
low-income consumers, focusing on affordability and basic hygiene.
2.Affordable Products: Develop cost-effective, smaller packaging
while maintaining quality.
3.Fragrance Innovation: Use Firmenich's expertise to create locally
preferred, pleasant scents.
4.Regional Customization: Tailor products based on regional
preferences and local needs.
5.Sustainability: Focus on eco-friendly, sustainable ingredients and
packaging.
6.Distribution: Partner with local retailers and online platforms to
improve access in rural and semi-urban areas, expanding reach and
RESEARCH OBJECTIVES

1.Identify Consumer Needs and Preferences

2.Assess Price Sensitivity and Purchase
Behavior
3.Evaluate Brand Awareness and Loyalty
4.Explore Distribution Challenges
5.Examine Impact of Health and Hygiene
Awareness
6.Investigate Demand for Sustainable Products
 RESEARCH METHODOLOGY

1.Objectives: Understand preferences, buying behaviors, and barriers among

low-income consumers; identify attractive product features.
2.Design:
⚬ Quantitative Surveys: Structured surveys across rural and urban areas to
gauge preferences and price sensitivity.
⚬ Qualitative Interviews: In-depth interviews for insights on perceptions and
motivations.
3.Sampling: Target low-income households in Tier 2/3 cities and rural areas;
sample size of 500 for surveys, 30-50 for interviews.
4.Data Collection: Field and mobile surveys, with local partnerships.
5.Outcome: Provide actionable insights to develop affordable, appealing
products.
 SOCIAL IMPACT

1.Health and Hygiene: Tailoring affordable, quality products can improve

hygiene and reduce disease risks in low-income communities.
2.Awareness and Empowerment: Market research enables Firmenich to craft
hygiene education campaigns, encouraging healthier practices and lifestyles.
3.Economic Inclusion: Local production and distribution efforts foster job
creation, supporting economic empowerment.
4.Sustainable Development: Accessible, eco-friendly hygiene products align
with sustainable development goals, enhancing living standards.
5.Community Trust: By understanding local needs, Firmenich strengthens ties
and fosters long-term partnerships, supporting social and community progress.
 KEY RESEARCH AREAS

1.Consumer behavior and preferences.

2.Hygiene awareness and product adoption barriers.
3.Regional disparities between rural and urban
markets.
4.Brand perception and loyalty.
5.Distribution channel effectiveness.
6.Interest in eco-friendly products.
7.Impact of government hygiene initiatives on
consumer demand.
CONCLUSION
THANK YOU