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Trojan Condoms Extension Line for Bio-Degradable Condoms Market Research 346 “Summer 2011” July 11Th, 2011 Professor Shulman

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Trojan Condoms Extension Line for Bio-Degradable Condoms Market Research 346 “Summer 2011” July 11Th, 2011 Professor Shulman Trojan Condoms Extension Line for Bio-Degradable Condoms Market Research 346 “Summer 2011” July 11th, 2011 Professor Shulman Prepared By: Johnny Chien Sara Nejad Hashemi Michael Robinson Arista Zareh Dominique Thomas 1 TABLE OF CONTENTS Part 1. Qualitative Research Background………………………………………………………………………...…………..Pg.3 Method...………………………………………………………………………..……………..Pg.4 Screener Page……..……………………………………………………………………Pg.6 Discussion Guide…..………………………………………………………………….Pg. 7 Findings………………………………………………………………………………….…….Pg.9 Implications— For Future Research…………………………………………………………..……....Pg.13 For Product Development……………………………………………….…………....Pg.15 Part 2. Quantitative Research. (Awareness, Attitude, and Usage Study) Background…………………………………………………………………………………..Pg. 16 Method…………………………………………………………………………….……..…..Pg. 17 Attitude and Usage Questionnaire……………..……………………………………Pg.18 Findings……………………………………………………………………………………. .Pg. 24 Implications………………………………………………………………………………….Pg. 37 2 Background Trojan brand condoms are advertised as being the #1 brand condom in America. The condoms are made from premium quality latex and help to reduce the risk of pregnancy and sexually transmitted diseases. To ensure the durability and reliability of each condom, they have been electronically tested by the finest doctors across the world. The majority of Americans like Trojan brand condoms over any other condoms because of the over 30 different varieties of condoms. We are planning to introduce an extension line of condoms that are eco-friendly and flushable. The condoms would be available in both a variety of lubricated and ribbed features with a price similar to the current Trojan Ecstasy product. Trojan eco-friendly Green condoms would be manufactured using a biodegradable material allowing users to dispose of them in toilets without causing harm to the environment. Disposable condoms were supposed to be the best fit for the environment, but have been questioned on their biodegradability. The biggest problem is, the condoms are not disposing properly and ending up in wildlife environments. Animals are also digging up the buried condoms, and eating them or just leaving them around the environment to cause further damage. Polyurethane condoms in particular, given they are a form of plastic, are not biodegradable, and latex condoms take a very long time to break down. After sex, most people take the used condom and flush it down the toilet. When flushed down a toilet, condoms can clog the plumbing in your house. If the condom manages to make it through your septic system, it will only end up with the solid waste. This means that somebody has to pull it out of the sewage treatment, which isn't pleasant for anybody. The condom might even make it past the treatment plant. This is not good because it means that it could end up in the water supply, and the last thing we need is more pollution in our rivers, lakes, and oceans. Most condoms are made of latex, which means that they will biodegrade. Latex, however, does not biodegrade when it is under water, which is why it is not good to flush your used condoms. Condoms are not entirely made of latex, however, and the other things on condoms like spermicide and lubricant that might affect the 3 biodegradability. The best thing is to wrap it in a bit of toilet paper or paper towel and then to put it in the garbage. Don't wrap your condom up in plastic, as then it certainly won't biodegrade Focus Group/In-Depth Interviews Method: To conduct the focus group/in-depth interviews, we first designed a screener page to find out college student who use condoms during sexual activities. First of all, the respondent could not have worked for a market research company, an advertising agency, or a company that makes or distributes condoms or other birth control products. Secondly, the respondent should be 18-25 years old and college student who use condoms to protect against pregnancy or diseases. Respondents were terminated if they had not purchased any condoms in the past month. The screener page allows us to interview relatively a young market audience. For the focus group interviews, two member of our team are in charge of taking notes of what respondent says, and one member of our team asks all the questions to the focus group. The focus group consisted of 6-7 people from our market research class. And we need to make sure that the member of our group can’t join the focus group. The focus group member should answer the question one by one to the same question. Our team conducted the focus group interview twice, each time the note taker and the interviewer should be different people from our team. So the total number of respondents is 12 people, and the interviewers are 5 people in total. And the focus group interviews are conducted outside the classroom after the class is over each time. Normally, it takes about one hour to complete a focus group interview. After the focus group interviews are completed, our team member conducted in-depth interviews separately. Each group member interviews 3 respondents in total and only one 4 respondent one interviewer each time. So our team conducted 15 times in-depth interviews with 15 different people. Every team member should recruit his respondents using his own method. Usually, the respondents are his classmates, friends and roommates who are also young college students like him. Since the in-depth interviews is person to person. Our team members choose home, Starbucks, restaurant, and classroom as the place of where interviews were held. Since the topic of the interview is a little bit private and sensitive for some respondents, the time period of each interview varies greatly because some interviewers and respondents need some warm-up conversations to break the ice before the formal interview starts, while some interviewers and respondents are intimate friends of each other so that they can start interview immediately without any awkward situation. 5 CONDOM ATTITUDE & USAGE STUDY Screener Hello, I’m _______. I’m doing a survey today on condoms and I’d like to ask you some questions. 1. Do you or does anyone in your household work for any of the following types of companies? (READ LIST, AND TERMINATE IF “YES” TO ANY) A market research company An advertising agency A company that makes or distributes condoms or other birth control products 2. In which of the following age groups do you fall? Under 18 ____ (TERMINATE) 18-25 ____ Over 25 ____ (TERMINATE) 3. In the past month how many times have you used any of the following products? (READ LIST) Condoms _______ (TERMINATE IF 0) IUD _______ Other _______ 4. Are you sexually active? Yes _____ No ______ (TERMINATE IF NO) 5. Are you a … (READ LIST) Full – Time college student ( ) A part – time college student ( ) Not attending college at all à TERMINATE 6. Record Gender: Male _____ Female ______ INVITE RESPONDENT TO ATTEND FOCUS GROUP NAME OF RESPONDENT __________________________PHONE # ___________________________ DATE OF INTERVIEW ____________________INTERVIEWER NAME _________________________ 6 Discussion Guide Trojan Flushable Condoms 1. Warm-up (10 minutes) Identify yourself Want your opinions – there aren’t correct or incorrect answers Want everyone to participate Microphones because associates behind mirror, and audio taping One person at a time talking May need to move session along, so don’t be offended if cut off discussion Ask if anyone has any questions Today we’ll be talking about Condoms Respondents briefly describe themselves on relevant factors: Name, family situation, work/school situation, relationship status (Married; in a committed relationship; dating; single) 2. EXPERIENCE OF CONDOM (10 MINUTES) How do you define safe sex? How many sexual partners have you had in the past 12 months? Did you use a condom with all your sexual partners? Why do you choose to use Condoms? What are the positives of using condoms? What are the negatives of using condoms? 3. SHOPPING FOR CONDOMS (10 MINUTES) How often would you say you buy Condoms? Where do you normally make your purchase for Condoms? 4. BRANDS OF CONDOMS (10 MINUTES) Name three condom brands. What condom brand do you usually buy? Why do you choose this particular brand? From the following options, what do you value most, when buying condoms?(brand, price, quality, features, quantity per package, eco-friendliness) 5. BRAND RECOGNITION (10 MINUTES) 7 Have you ever used Trojan condoms? What do you think of Trojan Condoms? What are the three things you like about this brand? What are the three things you dislike about this brand? What types of people choose Trojan? Why non-buyers would not buy them, give some reasons? What other brand would someone buy instead of Trojan? How do our Condoms displayed vs. the competition on important criteria: • Product is like; Users are like; Brand personality 6. OUR CONDOM OPINIONS (10 minutes) How do you usually dispose condoms? Do you think condoms are flushable? Do you think condoms are biodegradable (can be decomposed in nature)? How long do you think it takes for a condom to be decomposed? Would it make a difference to you, if a condom was biodegradable? If you had the option to buy a regular pack of Trojan condoms for $ 5 or a pack of flushable AKA “Green” Trojan condoms for $ 5.25, which one would you buy? If you could improve only one aspect in condoms, what would it be? (Quality, durability, variety, price, eco-friendliness) 7. Reaction to positioning/rough ads to encourage people to buy flushable condoms (30 minutes) What do you think of advertising for our Condoms? What do you think about our advertisement? (10 minutes) Show our advertisement and ask for any suggestions (10 minutes) What is the reaction to selected new concepts for our Condoms? (10 minutes) 8 QUALITATIVE RESEARCH FINDINGS: In this segment, we present the findings from the qualitative research. We carefully analyzed the data we got from conducting two focus groups and fifteen in-depth interviews with college students.
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