I can help you prepare an updated Excel sheet based on the feedback from your mentor in the image you provided. Here's a step-by-step plan based on the suggestions mentioned:

DETAILED TASK

1. Questionnaire Development

Key Areas to Cover:

• Demographics: Age, gender, occupation, income level
• Deodorant Usage: Frequency, brands used, preferences (roll-on, spray, stick)
• NIVEA Awareness: Familiarity with NIVEA deodorant, brand perception
• Product Features: Importance of factors like fragrance, effectiveness, long-lasting power, price
• Purchase Behavior: Where, when, and how often do they purchase deodorant
• Competitive Brands: Awareness and preferences for other brands (Fogg, Engage, Park Avenue, Axe)

Sample Questions:

• How often do you use deodorant?
• What factors are most important to you when choosing a deodorant?
• Have you ever used NIVEA deodorant? If so, what are your impressions of it?
• Which brands of deodorant do you prefer besides NIVEA?

Note: This is a basic outline. You can customize the questionnaire further based on your specific research objectives and the insights you want to gather.

2. Primary Data Collection

Once you've finalized the questionnaire, you can distribute it to a target audience in Bangalore. Consider using online survey tools, conducting face-to-face interviews, or distributing the questionnaire through retail outlets.

3. Secondary Study

Data Sources:

• Academic journals: Google Scholar, JSTOR, ResearchGate
• Market research reports: Nielsen, Euromonitor, Kantar
• Industry publications: Cosmetics & Toiletries, Indian Cosmetic Manufacturers Association (ICMA)
• Company websites: NIVEA, Fogg, Engage, Park Avenue, Axe
• Government statistics: Indian Census data, consumer spending reports

Key Information to Gather:

• Market size and growth of the deodorant market in India
• Consumer trends and preferences
• NIVEA's market share and brand positioning
• Competitor analysis (product offerings, marketing strategies)

4. History of NIVEA Deodorant Spray

Sources:

• NIVEA's official website
• Company press releases
• Industry publications
• Historical archives

Information to Gather:

• When was NIVEA deodorant spray first introduced in India?
• What were the key milestones in its development and marketing?
• How has NIVEA adapted its product offerings and marketing strategies over time?

5. Current Fragrances and Variants

Sources:

• NIVEA's official website
• Retail stores

Information to Gather:

• A complete list of available NIVEA deodorant fragrances and variants in India
• Any recent product launches or discontinuations

DETAILED TASK

Detailed Progress Report (Up to 29th September 2024)

1. Primary Data Collection (14th – 16th September 2024)

Objective: To gather consumer insights regarding preferences for NIVEA deodorants and competitor brands.

Steps Taken:

1. Prepared a structured list of questions for consumer interviews: These questions were designed to explore various aspects such as fragrance preference, packaging appeal, and purchase behavior. The final set of questions included:

• General Use:
  • How often do you use deodorant sprays in a week?
  • Which brand of deodorant do you currently use?
  • Have you ever used NIVEA deodorants? If yes, what do you like/dislike about them?
• Fragrance Preference:
  • What type of fragrance do you prefer (mild/strong)?
  • Among the deodorants you’ve used, which one has the most appealing fragrance and why?
• Packaging Appeal:
  • Do you pay attention to packaging when buying deodorants? Why or why not?
  • How would you rate the packaging of NIVEA deodorants on a scale of 1-10?
• Purchase Decision:
  • What factors influence your decision to purchase a deodorant (price, fragrance, brand, etc.)?
  • What price range do you prefer for a deodorant spray?
• Competitor Analysis:
  • How would you compare NIVEA deodorants to brands like Fogg, Axe, and Wild Stone?
  • What feature would make you switch from your current deodorant brand to NIVEA?

2. Conducted consumer interviews:

• Interviewed 15 consumers across various locations in Bangalore, such as malls, supermarkets, and gyms.
• Target demographic: Men and women aged 18-35, frequent users of personal care products.
• Focused on gathering honest feedback about their experiences with NIVEA and competitor deodorants.

Findings:

• NIVEA is preferred for its mild fragrances and skin-friendly properties, especially among women.
• Fogg and Axe were noted for having stronger, longer-lasting scents, with Fogg being more popular among men.
• Consumers appreciate NIVEA’s premium packaging but suggested that pricing could be more competitive.

2. Secondary Study (NIVEA & Competitor Data) (17th – 19th September 2024)

Objective: To analyze market data on NIVEA and competitors like Fogg, Axe, and Wild Stone.

Steps Taken:

1. Reviewed NIVEA’s official reports and competitor data:

• Collected data from investor reports, NIVEA’s corporate website, and market research platforms like Statista.
• NIVEA’s deodorant sales showed steady growth over the past 5 years, particularly due to the expansion of gender-specific variants (e.g., NIVEA Men).
• Fogg leads the market in India with aggressive marketing campaigns focused on long-lasting fragrance.
• Axe targets younger consumers with modern, trendy advertisements and affordable pricing.

2. Comparative Market Study:

• NIVEA: Positioned as a premium, skin-care-focused brand, NIVEA leverages trust and product quality.
• Fogg: Focuses on long-lasting, strong scents and is the top-selling brand in India.
• Axe: Popular among the younger demographic, with affordable prices and trendy packaging.
• Wild Stone: Targets Tier 2 and 3 cities with competitive pricing and bold fragrances.

Findings:

• NIVEA’s strength lies in consumer trust, mild fragrances, and premium packaging.
• Fogg continues to dominate due to a broader product offering and aggressive pricing strategies.

3. History of NIVEA Deodorant Spray (20th – 21st September 2024)

Objective: To understand how NIVEA deodorants have evolved over the years.

Steps Taken:

1. Collected historical data on NIVEA’s deodorant range:

• NIVEA launched its first deodorant in India in 2007, positioning it as a premium product with skin-friendly formulations.
• Focused on functionality such as “48-hour protection” and “no alcohol” as key differentiators from competitors.
• Expanded its product range to include men’s and women’s deodorants with varying benefits (e.g., whitening, freshness, and sensitive skin options).

2. Timeline of Key Product Launches:

• 2007: Introduction of NIVEA Deodorant Fresh Natural (Unisex).
• 2009: Launch of NIVEA Whitening Deodorant for women.
• 2012: Introduction of NIVEA Men range with variants like Fresh Ocean and Silver Protect.
• 2017: Launch of new variants with added skincare benefits (e.g., whitening, smoother skin).

3. Competitor Impact:

• Despite the growth of stronger fragrance brands like Fogg, NIVEA maintained market share by emphasizing skin-friendliness and dermatological testing.

Findings:

• NIVEA has steadily expanded its deodorant portfolio, offering functional benefits alongside fragrance. Its appeal lies in its dual positioning as both a deodorant and a skincare product.

4. Current Fragrances and Variants of NIVEA Deodorants (22nd – 24th September 2024)

Objective: To document the current range of NIVEA deodorants available in the market.

Steps Taken:

1. Cataloged all current NIVEA deodorant variants:

• NIVEA Men Fresh Ocean: Refreshing scent with 48-hour protection.
• NIVEA Fresh Natural: Mild fragrance, alcohol-free, and suitable for everyday use.
• NIVEA Whitening Smooth Skin: Designed for women, offers whitening benefits along with odor protection.
• NIVEA Pearl & Beauty: Feminine fragrance with a focus on smooth skin and long-lasting protection.
• NIVEA Men Silver Protect: Antibacterial properties with a masculine fragrance.

2. Analyzed product descriptions and key features:

• Fragrance types vary from mild and fresh to strong and bold, catering to different preferences.
• Features like "no alcohol," "48-hour protection," and "skin whitening" are common across various product lines.

3. Market Availability and Pricing:

• NIVEA deodorants are priced in the mid-premium range (₹150-₹250), making them accessible to a wide audience.
• Available in major retail outlets and online platforms like Amazon, Flipkart, and Nykaa.

Findings:

• NIVEA caters to both genders with a balanced range of functional and fragrance-oriented deodorants.
• Its products are widely available, but pricing could be a barrier for some consumers who may opt for cheaper alternatives like Fogg or Axe.