This comprised primarily of our findings. This was to be an analysis of based on our detailed findings, which were quantified. We were told to analyze the conceots based on Unilever set Action standards, which varied from one point to another. Alongside we were to find the best-suited conceRt for fu~er develoomental work i.e. the conceot that e:ot the highest ratine:s amongst all 3 for Unilever amongst the 3. Unfortunately, none of 3 concepts looked too promising when the results of the concepts were analyzed.

The concepts over all scored extremely low on overall ooinion. Intention to buy and uni~ueness. These 3 attributes were to form a base for the decision making process to find the viability of one concept over the other. The intention to buy seemed positive only for 1 concept while the other 2 were even lower.

All the 3 concepts were classified into an overall summery which comprised of the findings. Also a detailed analysis of the likes and disliked both tangible and intangible was done to asses the feel of the consumer for a product. Each of the likes dislikes was quantified and taken a % weightage on the total likes for that concept and over the number of respondent base to arrive at an accurate number. The same process was done for all 3 to get a feel of the % of likes and dislikes. The top 7 were thereafter analyzed. The smaller numbers were clubbed to an "other" category. (The detailed findings are mentioned explicitly in the subsequent pages of this report)

Ironically when it comes to buying, a consumer is guided by his feel and perception of the product than just hard factual evidence. Our job was to catch the pulse and the feel of the consumer and then quantify the same to reach a sound conclusion and keep it unbiased.

Based on our findings, we devised our suggestions and recommendations for the company and findings that we unearthed during the process.

The detailed finds of our summery are enclosed as part of this report in the following pages, which give a comprehensive analysis of our findings and our subsequent analysis of the same, which led to our conclusion and suggestions.



Research Location : PT Unilever Indonesia, Tbk

Supervisor : Mudzaffar Daud

Date Accepted : December 13, 2007



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