CMI_Surf_Restage_SL_Purify and Acti bloom concept.pdf

The key benefit of general cleaning
has landed, but stain removal and
the overarching idea of purification
(beyond cleaning, purifies) has not
landed well. Buyers have understood
the linkage of ‘purifies’ to ‘pollution
residues’ to some extent but non-
buyers have not understood it well.
2
Purify (XN81)

3
Performance of Restages vs. Current Brand buyers Brand non-buyers
Purify Current Purify Current
XN81 (F) AL21 (A) XN81 (N) AL21 (H)
Base: All Respondents 107 106 101 102
Cleaning
Cleans clothes thoroughly 4.39A 4.22 4.17 4.17
Removes stains easily 4.32 4.18 4.18 4.19
Removes a range stubborn stains 4.28a 4.11 4.13 4.16
Removes tough dirt well 4.21 4.08 4.00 4.05
Remove stains first time 4.32A 4.13 4.08 4.11
Fragrance
Has a great fragrance 4.33 4.20 4.07 4.12
Leaves a long-lasting fragrance on clothes 4.25 4.12 3.98 4.09
Clothes care
Keeps colored clothes looking bright 4.3A 4.08 4.03 4.09
Is gentle on clothes (Is not harsh on clothes) 4.27 4.16 3.95 4.08
Keeps clothes new for longer 4.28a 4.13 3.95 4.00
Brand perception
Is an innovative brand 4.30 4.19 4.10 4.14
Cares for the environment (Is environment friendly) 4.21a 4.04 3.87 3.96
Believes that children develop best when they're free to get dirty 4.23 4.16 3.89 4.04
Is worth paying more for 4.15 3.99 3.74 3.67
Value for money Is good value For Money 4.21 4.10 3.91 3.75
Effort
Reduces effort in laundry process 4.36A 4.16 4.00 4.09
Is easy to rinse out 4.21a 4.06 4.01 4.02
Hands care Does not cause skin irritation 4.17 4.07 3.80 3.99
Loss @ 95% Loss @ 90% Win @ 90% Win @ 95%
Brand buyers have responded favourably to the ‘Purify’ concept
Parity performance observed among non-buyers.

4 Font sizereflects Total Word Strength
within the concept
Most Relevant
Avg Max None
6% 50% 9%
Current (AL21)
SURF EXCEL WITH ALOE GENTLE HANDS
TOUGH STAINS When it to laundry detergents get strong harsh my hands
gentle unsatisfactory clean wish was a detergent that gave both Surf Excel with Aloe It has formulation
specially designed to be gentle hands contains Aloe extracts be gentle skin hands don't f eel rough
af ter washing clothes You get perfect stain removal hands care Tough stains Gentle
Hands NOT JUST REMOVES STAINS IS GENTLE HANDS! MRP in LKR 30 10 60 250 99 500
160 1000 280 550
Most Relevant
Avg Max None
5% 47% 9%
Current (AL21)
TOUGH STAINS When it to laundry detergents get strong harsh my
hands gentle unsatisfactory clean wish was a detergent that gave both Surf Excel with Aloe It
has formulation specially designed to be gentle hands contains Aloe extracts be gentle
skin hands don't feel rough after washing clothes You get perfect stain removal hands care
Tough stains Gentle Hands NOT JUST REMOVES STAINS IS GENTLE HANDS! MRP in LKR 30
10 60 250 99 500 160 1000 280 550
Brand Buyers
Brand Non-Buyers
Non buyers have picked the ‘superior clean purifies’ as relevant but relatively lower
pickup as compared to buyers.
Avg Max None
5% 48% 7%
Most Relevant
Purify (XN81) - Restage
NEW SURF EXCEL SUPERIOR CLEAN
PURIFIES YOUR Clothes not only acquire stains layers residue daily
pollution dust and sweat that stuck deep fabric strands While my clothes look and smell good
are truly clean? detergent powder givecomplete clean not superficial New Surf Excel with
PuriCleanse formula cleans clothes thoroughly by removing stains and residues
pollution sweat giving long lasting lily fresh fragrance It doesn't just clean
completely purifies clothes PuriCleanse formula Long lasting lily fresh
fragrance Purifies Clothes 30 10 60 20 120 50 250 99 500 160 1000 280 2000 550
+
Avg Max None
7% 35% 8%
Most Relevant
SURF EXCEL SUPERIOR CLEAN PURIFIES
Clothesnot only acquire stainslayers residue daily pollution dust and
sweat that stuck deep fabric strands While my clotheslookand smell good are truly clean? want detergent
powder give complete clean not superficial New Surf Excel PuriCleanse formula cleansclothesthoroughly
removing stains residues pollution sweatgiving long lasting lily fresh
fragrance completely purifiesclothesPuriCleanse formula Long lasting
lily fresh fragrance Purifies Clothes30 10 60 20 120 50 250 99
500 160 1000 280 2000 550
-
48%
35%

© Ipsos | CMI Surf Restage SL HV | 21-006458-01 | April 2021 | Version 1 | Public | Internal/Client Use Only | Strictly Confidential Font sizereflects Total Word Strength
within the concept
Newand Different
Avg Max None
1% 8% 76%
Current (AL21)
SURF EXCEL WITH ALOE GENTLE HANDS TOUGH
STAINS When it to laundry detergents get strong harsh my hands gentle unsatisfactory clean wish was a detergent that
gave both Surf Excel with Aloe It has formulation specially designed to be gentle hands contains
Aloe extracts be gentle skin hands don't feel rough after w ashing clothes You get perfect stain removal hands
care Tough stains Gentle Hands NOT JUST REMOVES STAINS IS GENTLE
HANDS! MRP in LKR 30 10 60 250 99 500 160 1000 280 550
Newand Different
Avg Max None
1% 5% 77%
Current (AL21)
SURF EXCEL WITHALOE GENTLE HANDS
TOUGH STAINS When to detergents get strong harshmy hands
unsatisfactory clean wish there was a detergent that gave both Surf Excel with Aloe
has formulation specially designed be gentle hands Aloe
extracts begentle skin hands don't feel rough while after washing clothes You get
perfect stain removal hands care Toughstains Gentle Hands NOT JUST
REMOVES STAINS IS GENTLE HANDS! 30 10 500 160 1000 280 2000 550
Brand Buyers
Brand Non-Buyers
Avg Max None
2% 23% 57%
New and Different
NEW SURF EXCEL SUPERIOR CLEAN PURIFIES YOUR Clothes not only
acquire stains layers residue daily pollution dust and sweat that stuck deep fabric strands While
my clothes look and smell good are truly clean?detergent powder give complete clean not superficial New Surf
Excel with PuriCleanse formula cleans clothes thoroughly by
removing stains and residues pollutionsweat givinglong lasting lilyfresh fragrance It
doesn't just clean completely purifies clothes PuriCleanse formula Long lasting lily fresh
fragrance Purifies Clothes 30 10 60 20 120 50 250 99 500 160 1000 280 2000 550
=
Avg Max None
3% 25% 45%
New and Different
SURF EXCEL SUPERIOR CLEAN PURIFIES Clothes not only acquire stains layers
residue daily pollution dust and sw eat that stuck deep fabric strands While my clothes
look and smell good are truly clean? w ant detergent pow der give complete clean not superficial New
Surf Excel PuriCleanse formula cleans clothes thoroughly removing
stains residues pollution sw eat giving long lasting lily fresh fragrance completely purifies clothes
PuriCleanse formula Long lasting lily fresh
fragrance Purifies Clothes 30 10 60 20 120 50 250 99 500 160 1000 280
2000 550
=
Consumers have found both PuriCleanse formula and lily fresh fragrance as unique
5

within the concept
Strong headline pickup observed but the pickup of other elements residues, sweat
& pollution are not that strong. Parallelly, lily fresh fragrance gets stronger pickup,
possibly digressing the initial line of thought around Purifies
Avg Max None
7% 35% 8%
Most Relevant
SURF EXCEL SUPERIOR CLEAN PURIFIES
Clothesnot only acquire stainslayers residue daily pollution dust and
sweat that stuck deep fabric strands While my clotheslookand smell good are truly clean? want detergent
powder give complete clean not superficial New Surf Excel PuriCleanse formula cleansclothesthoroughly
removing stains residues pollution sweat giving long lasting lily fresh
fragrance completely purifiesclothesPuriCleanse formula Long lasting
lily fresh fragrance Purifies Clothes30 10 60 20 120 50 250 99
500 160 1000 280 2000 550
-
35%
Brand Non-Buyers

7
The main idea of purifies clothes has not landed well among non-buyers.
% Pickup as relevant from main benefits Non-buyers
Headline
SUPERIOR 24
CLEAN 22
PURIFIES 34
Clothes 6.9
Main benefit
part of the
concept
New 0
Surf 2
Excel 4
PuriCleanse 7.9
Formula 5.9
Cleans 7.9
Clothes 7.9
Thoroughly 6.9
Removing 10.9
Stains 7.9
Residues 10.9
Pollution 10.9
sweat 11.9
giving 5.9
long 9.9
lasting 7.9
lily 13.9
fresh 13.9
fragrance 9.9
It 0
doesn't 0
just 0
clean 0
completely 4
purifies 4
clothes 2
Consumers have completely missed the linkage
between ‘removing stain, stuck residue of pollution
sweat’ and
‘It doesn’t clean but completely purifies clothes’.

CONCEPT EVALUATOR–Purify
Main benefitspickedas most relevant
Non-Buyers
Figures are in %
Clean/stain removal 37
Superior clean 23
Removes stains 12
Residue of pollution and sweat 13
Any fragrance 35
Fresh 12
Fragrance 22
Any Puriclense formula 26
Puricleanse 18
Formula 18
Puricleanse 8
Formula 6
The key benefit of general cleaning has landed, but stain removal and the overarching
idea of purification (beyond cleaning, purifies) has not landed. As against this, the
functional benefits of stain removal and gentle on hands are landing for current.
CONCEPT EVALUATOR–Current
Non-Buyers
Figures are in %
Anystain removal 57
Tough 43
Stains 47
Stain removal 6
Tough stains 5
Any Gentle on hands 54
Gentle 43
Hands 34
Gentle 10
Hands 7
The numbers are in %
42% of buyers have picked the
cleaning message
8

‘The idea of purification of ‘residues of pollution’ is relevant if landed adequately as
required.
Significantly higher @95%
LOC than Non-converters
Differentiation 6.33 6.06 6.38 6.05
Not picked
‘ removes
stains’
Picked
‘removes
stains’
Picked
‘residues of
pollution’
Relevance
Base 12* 89
6.42 5.65
Base 13* 87
Not picked
‘residues of
pollution’
Relevance
Differentiation
6.46 5.64
Removes satins’& ‘residue of pollution’
messages resonate well with buyers as
well.
Brand Non-Buyers
Purify
Brand Non-Buyers
Purify
*Low base
9
Relevance
Base 26* 75
6.14 5.63
Brand Non-Buyers
Purify
Picked ‘Puri
cleanse
formula’
Not Picked
‘Puri cleanse
formula’
Differentiation 6.45 5.99

Spontaneous Likes Brand Non-buyers
Purify Current
XN81 (N) AL21 (H)
Base: All Respondents 101 102
Any Likes(Net) 99 100
Cleaning (net) 76H 53
Removes stubborn stains/Removes hard stains/Removes tough stains 8 10
Cleans the dirt well/Cleans well/Removes dirt/Clean clothes 36H 13
Tough on stains - 5N
Cleans the stains well/Removes stains 17 23
It is giving a perfect cleanliness to the clothes 8H 1
Puri cleanse formula 7 1
Removes sweat stains 3 0
Superior clean 7H -
Fragrance (net) 74H 13
Good fragrance 7 7
Fresh smell 4H -
Floral fragrance 11H 1
Long lasting floral fragrance 5H -
Lily smell 26H -
Removes sweat 7H -
Long lasting LILY fragrance 13H -
Handscare (net) 6 66N
Clothescare (net) 25H
Economy (net) 6h 1
Lather (net) 1 2
Packaging (net) 20H 8
Product general (net) 11 55N
Cleans clothes
and removes
tough dirt and
stains
They like lily
fragrance & long
lastingness of it!
Non-buyers have mainly mentioned likes about general cleaning and lily fragrance.
No likes around purification and removal of pollution residues.

12
Action standards unmet. The concepts need re-work, before moving ahead into a
full mix test.
- ‘Non buyers have picked the ‘superior clean purifies’ as relevant but relatively lower pickup as compared to
buyers.
- Strong headline pickup observed but the pickup of other elements residues, sweat & pollution are not that
strong. Parallelly, lily fresh fragrance gets stronger pickup, possibly digressing the initial line of thought
around Purifies
- Thus, consumers have completely missed the linkage between ‘removing stain, stuck residue of pollution
sweat’ and ‘It doesn’t clean but completely purifies clothes
- ‘The idea of purification of ‘residues of pollution’ is relevant if landed adequately as required and the RTB of
PuriCleanse formula is equipped to drive this
- While Lily fresh fragrance gets stronger pickup, overall landing of fragrance as one of the functional benefit is
not as strong as Current concept benefits

Recommendation
13
- Need to establish the benefit of purification by landing the elements of sweat, pollution, residues more
strongly: amplify these elements in the concept as well as through visuals
- Drive attention to the key essence of the concept: purification ie stain removal + purify : this should be done
by making the concept more single minded on Purification, leveraging various elements in the concept like
background and visuals to support this proposition
- Work on further strengthening Long lasting fragrance in addition to the above optimisation suggestions as it a
top appeal driver amongst non buyer
-

The main benefit of bright clean
and LLF in 1 product drive value
perceptions. However, there is a
scope to improve bright clean
and LLF perceptions among
non-buyers with a stronger RTB.
Reconsider the RTB, those who
pickup Acti-bloom, relevance
and benefit doesn’t seem to be
better
14
Acti Bloom (QP43)

within the concept
15
Most Relevant
Avg Max None
6% 50% 9%
Current (AL21)
TOUGH STAINS When it to laundry detergents get strong harsh my hands
gentle unsatisfactory clean wish was a detergent that gave both Surf Excel with Aloe It has formulation
specially designed to be gentle hands contains Aloe extracts be gentle skin hands don't f eel rough
af ter washing clothes You get perfect stain removal hands care Tough stains Gentle
Hands NOT JUST REMOVES STAINS IS GENTLE HANDS! MRP in LKR 30 10 60 250 99 500
160 1000 280 550
Most Relevant
Avg Max None
5% 47% 9%
Current (AL21)
TOUGH STAINS When it to laundry detergents get strong harsh my
hands gentle unsatisfactory clean wish was a detergent that gave both Surf Excel with Aloe It
has formulation specially designed to be gentle hands contains Aloe extracts be gentle
skin hands don't feel rough after washing clothes You get perfect stain removal hands care
Tough stains Gentle Hands NOT JUST REMOVES STAINS IS GENTLE HANDS! MRP in LKR 30
10 60 250 99 500 160 1000 280 550
Brand Buyers
Brand Non-Buyers
LLF has been picked-up as more relevant among non-buyers. However, white rose
fragrance has low pick-up.
Most Relevant
Avg Max None
6% 48% 13%
NEW SURF EXCEL SUPERIOR BRIGHT CLEAN
AND LONG LASTING FRAGRANCE 1
PRODUCT In humid climate clothes stains & sweat marks makes dull and losefreshness Hence
only need superior clean keeps clothes bright long lasting fragrance Detergent brands promise good
f ragrance clean get multiple benefits in one product New Surf Excel with Acti-Bloom formula Its
actively removes stains delivers brightness & long lasting whiterose fragrance your clothes get
all you in one product Acti-Bloom formulaLong lasting White Rose f ragrance
Superior Clean 30 10 60 20 120 50 250 99 500 160 1000 280 2000 550
=
Most Relevant
Avg Max None
6% 44% 13%
NEW SURF EXCEL SUPERIOR BRIGHT
CLEAN AND LONG LASTING FRAGRANCE 1
PRODUCT In humid climate clothes stains & sweat marks makes dull and lose freshness Hence
only need superior cleankeeps clothes bright long lasting fragrance Detergent brands promise good
fragrance clean get multiple benefits in one product New Surf Excel with Acti-Bloom formula Its
actively removes stains delivers brightness & long lasting whiterose fragrance your clothes get all
y ou in one product Acti-Bloom formula Long lasting White Rose fragrance
Superior Clean 30 10 60 20 120 50 250 99 500 160 1000 280 2000 550
Acti Bloom (AB) (QP43) - Restage
=
Acti Bloom (AB) (QP43) - Restage

16
Removes stains easily
Is an innovative brand
Keeps coloured clothes looking bright
Is gentle on clothes
Cleans clothes thoroughly
Increasing
order
of
importance
Attributesstrongly correlatedto Relevance at
buyers level
Is good value for money
Is worth paying more for
Is easy to rinse out
Cares for the environment
Is gentle on clothes
Increasing
order
of
importance
Attributesstrongly correlatedto Relevance at
non-buyers level
This particular concept seem to be driving VFM perceptions through the promise of
LLF and brightness in 1 product. The insight is rooted in the benefit of having “2
products in one” and that has helped drive relevance.

© Ipsos | CMI Surf Restage SL HV | 21-006458-01 | April 2021 | Version 1 | Public | Internal/Client Use Only | Strictly Confidential Font sizereflects Total Word Strength
within the concept
Newand Different
Avg Max None
1% 8% 76%
Current (AL21)
SURF EXCEL WITH ALOE GENTLE HANDS TOUGH
STAINS When it to laundry detergents get strong harsh my hands gentle unsatisfactory clean wish was a detergent that
gave both Surf Excel with Aloe It has formulation specially designed to be gentle hands contains
Aloe extracts be gentle skin hands don't feel rough after w ashing clothes You get perfect stain removal hands
care Tough stains Gentle Hands NOT JUST REMOVES STAINS IS GENTLE
HANDS! MRP in LKR 30 10 60 250 99 500 160 1000 280 550
Newand Different
Avg Max None
1% 5% 77%
Current (AL21)
SURF EXCEL WITHALOE GENTLE HANDS
TOUGH STAINS When to detergents get strong harshmy hands
unsatisfactory clean wish there was a detergent that gave both Surf Excel with Aloe
has formulation specially designed be gentle hands Aloe
extracts begentle skin hands don't feel rough while after washing clothes You get
perfect stain removal hands care Toughstains Gentle Hands NOT JUST
REMOVES STAINS IS GENTLE HANDS! 30 10 500 160 1000 280 2000 550
Brand Buyers
Brand Non-Buyers
New and Different
Avg Max None
2% 19% 63%
Acti Bloom (QP43) - Restage
NEW SURF EXCEL SUPERIOR BRIGHT CLEAN AND LONG LASTING
FRAGRANCE 1 PRODUCT In humid climate clothes stains & sweat marks makes dull and lose
freshness Henceonly need superior cleankeeps clothes bright long lasting fragrance Detergent brands promise
good f ragrance clean get multiple benefits in one product New Surf Excel with Acti-Bloom
formula Its actively removes stains delivers brightness & long lasting white rose
fragrance your clothes get all you in one productActi-Bloom formula Long
lasting White Rose fragrance Superior Clean 30 10 60 20
120 50 250 99 500 160 1000 280 2000 550
=
New and Different
Avg Max None
3% 18% 56%
Acti Bloom (QP43) - Restage
NEW SURF EXCEL SUPERIOR BRIGHT CLEAN AND LONG
LASTING FRAGRANCE 1 PRODUCT In our humid climate clothes
stains & sweat marks makes dull and lose freshness Hence need superior clean keeps clothes bright long lasting fragrance promise good fragrance clean I get these multiple benefits in one
product Surf Excel with Acti-Bloom formula actively removes stains delivers brightness & long lasting white rose fragrance your
clothes get all in one product Acti-Bloom formula Long lasting
White Rose fragrance Superior Clean 30 10 60 20 120 50 250 99 500
160 1000 280 2000 550
=
Acti-Bloom and the promise of two benefits are seen as new & different.

18
CONCEPT EVALUATOR–Acti Bloom
Non-Buyers
Figures are in %
Long lasting fragrance 44
Fragrance 43
Long 6
lasting 6
Cleaning 47
Bright Clean 45
stain 4
clean 5
AnyActi-Bloom 19
Acti Bloom 7
Acti Bloom 13
Cleaning is landing in the form of “Bright clean”, not stain removal. Fragrance is the
second dominant benefit picked up by non buyers. RTB of Acti bloom has low pickup.
The overall pickup of benefits are low as compared to Current.
CONCEPT EVALUATOR–Current
Non-Buyers
Figures are in %
Anystain removal 57
Tough 43
Stains 47
Stain removal 6
Tough stains 5
Any Gentle on hands 54
Gentle 43
Hands 34
Gentle 10
Hands 7
The numbers are in %

19
Performance of Restages vs. Current Brand buyers Brand non-buyers
Acti Bloom Current Acti Bloom Current
QP43 (B) AL21 (A) QP43 (J) AL21 (A)
Cleaning
Cleans clothes thoroughly 4.25 4.22 4.22 4.17
Removes stains easily 4.31 4.18 4.25 4.19
Removes a range stubborn stains 4.20 4.11 3.98 4.16j
Removes tough dirt well 4.18 4.08 4.02 4.05
Remove stains first time 4.21 4.13 4.15 4.11
Fragrance
Has a great fragrance 4.25 4.20 4.17 4.12
Leaves a long-lasting fragrance on clothes 4.19 4.12 4.05 4.09
Clothes care
Keeps colored clothes looking bright 4.21 4.08 4.08 4.09
Is gentle on clothes (Is not harsh on clothes) 4.26 4.16 4.06 4.08
Keeps clothes newfor longer 4.19 4.13 4.04 4.00
Brand perception
Is an innovative brand 4.22 4.19 4.12 4.14
Cares for the environment (Is environment friendly) 4.05 4.04 3.92 3.96
Believes that children develop best when they're free to get dirty 4.17 4.16 3.97 4.04
Is worth paying more for 4.04 3.99 3.77 3.67
Value for money Is good value For Money 4.09 4.10 3.87 3.75
Effort
Reduces effort in laundry process 4.25 4.16 4.17 4.09
Is easy to rinse out 4.13 4.06 3.99 4.02
Hands care Does not cause skin irritation 4.05 4.07 3.78 3.99j
Loss @ 95% Loss @ 90% Win @ 90% Win @ 95%
As a results, non-buyers recognise the absence of ‘tough stain removal’ benefit in
test concept.

20
Likes mentioned by non-buyers are also around cleaning and fragrance but not
stain removal.
SpontaneousLikes Brand buyers Brand Non-buyers
Acti Bloom Current Acti Bloom Current
QP43 (B) AL21 (A) QP43 (J) AL21 (H)
Any Likes (Net) 100 100 98 100
Hands care (net) 4 71B 3 66J
Cleaning (net) 76 66 79H 53
Cleans the stains well/Removes stains 18 24 18 23
Cleans the dirt well/Cleans well/Removes dirt/Clean clothes 21 18 27H 13
It is giving a perfect cleanliness to the clothes 10A 2 4 1
Superior clean 12A 0 15H 0
Clothes get brighter 9A 0 8H 0
Tough on stains 0 13B 0 5J
Fragrance (net) 81A 18 72H 13
Clothes care (net) 14 10 15h 7
Economy (net) 6 7F 6h 1
Lather (net) 3 4 4 2
Packaging (net) 13A 2 14 8
Product general (net) 6 55B 3 55J
Has Comfort (Sub net) 1 3 0 0
Eco friendly (Sub net) 0 0 0 0
Water saving(Sub net) 0 0 1 1
Natural ingredients(Sub net) 0 2 0 1
Aloe 1 54 0 53

21
Acti-bloom is not equipped to drive relevance or land functional promise.
Need a stronger RTB that can do this
Differentiation
Base 18 82
5.67 6.02
Relevance 4.75 5.88
Selected RTB
Acti Bloom
Not selected RTB
Acti Bloom
Keeps colored clothes looking bright 4.00 4.09
Leaves a long-lasting fragrance 4.17 4.03

22
‘Bright clean’ drives relevance if picked up; thus merit to strengthen this by
becoming more single minded in terms of key benefit. Connect it with better RTB
that can support the benefit.
Not picked
‘Bright clean’
Picked
‘Bright clean ’
Relevance
Base 37 64
6.11 5.53
Brand Non-Buyers
Acti-bloom
Stain
removal
(2%)
Bright
clean
(43%)
2%

23
Dial-up LLF perception further with better RTB.
Amplify ‘white rose fragrance’ with better visuals to further improve differentiation
and relevance.
Not picked
‘LLF’
Picked
‘LLF ’
Relevance
Base 44 56
5.94 5.53
Brand Non-Buyers
Acti-bloom
Not picked
‘White rose
fragrance’
Picked
‘White rose
fragrance ’
Relevance
Base 17 84
6.18 5.65
Brand Non-Buyers
Acti-bloom

24
Action standards unmet. The concepts need re-work, before moving ahead into a
full mix test.
The Concept seems to be driving the VFM perceptions which has helped in driving the relevance. The insight
is rooted in the benefit of having “2 products in one” and that has helped drive relevance
Cleaning is landing in the form of “Bright clean”, not stain removal; fragrance is the second dominant benefit
picked by non-buyers. RTB acti-bloom has low pickup.
Overall pickup of functional benefits are low as compared to Current
White Rose fragrance has low pick-up among non-buyers but those who pick-up white rose fragrance have
given higher relevance and differentiation.
RTB of Acti bloom is not able to drive-up the relevance and differentiation, nor support pickup of functional
benefit. Bright clean therefore should be strengthened through an alternate RTB

Recommendation
25
- Dial up Bright clean as it has potential to drive relevance: Introduce cues of “Bright clean” and explore an
alternate RTB in order to land this strongly
- Reconsider the RTB of Acti-bloom as the pickup is relatively low and even those who pickup, relevance and
benefit doesn’t seem to be better
- There is a scope to further dial-up LLF perception: Amplify visual cues of ‘white rose fragrance’ to further
improve differentiation and relevance
- Continue with “2 benefits in 1 product” as it is drives value perceptions among non-buyers and thus relevance

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CMI_Surf_Restage_SL_Purify and Acti bloom concept.pdf