Objectives of the Study

1. To congregate awareness on the media mix usage by understanding the

B2Bsegments’s media exposure.

2. To study the impact of the launch seminars including that of RAAGA

PROFESSIONAL on the status of the brand.

3. To identify the key drivers for the brand in the salons.

Questionnaire Design

Since the research is more of an exploratory one it requires subjective answers and hence
qualitative approach can be the adopted. This will help in getting accurate results that
would help generate better clarity on to the set objectives.

Qualitative research tools could be:

• A survey on the list of prospective salons in the Mid-segment.
• Questionnaire collection in these salons and also among participants of the
launch seminars.
• In-depth interviews with the salon professionals to get to the root of the areas for
first hand information.

Based on the Objectives the questionnaire can be classified into four categories.

• Section A: Classification of salons to determine product & service composition.

• Section B: Media Mix
• Section C: Impact of launch seminars & Product demonstrations.
• Section D: Key Drivers for the brand.
 Section A: Classification of the Salons.

1. The total number of chairs available for the hair care services in the salon

2. The price charges for hair services with respect to the haircut and hair
conditioning.

3. The brands currently used in the retail for “In-Salon” consumption

4. Which is the most sought after hair care service that people opt for in your salon?

5. A brief idea into the price of each product and their SKU.

6. Which of the product services is the most fast moving among the SKU’s?

7. The maximum number of services offered in a day

8. What is the total turnover of the business in the salon?

Section B: Media Mix.

1. Do you see Mass media (Television & Print) as a viable option for advertising of
professional products?

• Yes
• No
(Reasons for the same)

2. Does product demonstration in salons deliver better understanding when

compared to the mass media advertising?

• Yes
• No

(Reasons for the same)

 3. According to you the most influential media to receive information about the
products.

Parameters Most Important Neutral Not Least

Media important important important
Television

Radio

Print(Newspapers&
Magazines)
Direct Marketing

Internet

4. What are the other professional salon product brands whose advertisements you
recall?
L’Oreal Wella
Schwarzkoph Matrix

5. Through which medium were you exposed to these Advertisements?

Product Launch
Demonstrations Seminars

Television Print

Radio Internet

6. From the above medium which created the maximum impact for you in terms of
making the purchase or Switch decision?

(Same Options can be given and the reasons can be analyzed)

 Section C: Impact of launch seminars & Product demonstrations

1. How beneficial are launch seminars for professional products and why?

2. What are the aspects that you look in for, in a product at the seminar for launch?

3. What according to you are the differentiating factors that brands in this segment
can adopt to garner visibility and recall?

4. Do product demonstrations help in reaching out the brand’s attributes / features to

a great extent?

• Yes
• No ( Reasons for the same )

5. What according to you are the aspects that need to be covered in a product
demonstration?

6. According to you the impact of RAAGA PROFESSIONAL‘s product

demonstration in salon.

Section D: Key drivers for the Brand

1. Distribution being the key element in determining the efficiency of supply chain,
how efficient is the distribution of the products that you place orders for,
currently? ( In how many days after the order do u receive the products )

2. What are other key factors that determine your purchase decision to the particular
brand?