Description
Cosmetics are care substances used to enhance the appearance or odor of the human body. They are generally mixtures of chemical compounds, some being derived from natural sources, many being synthetic.
MARKET SURVEY ON
“COSMETICS FOR MEN”
S.Y.B.B.A. (2011-12)
SUBMITTED BYGROUP-“G”
SUBMITTED TOK.S.SCHOOL OF BUSINESS MANAGEMENT GUJARAT UNIVERSITY
NAMES OF GROUP MEMBERS
ROLL NO.
2079 2083 2084 2090 2110 2111 2115 2116 2120
NAMES
DHRUVI A. BHATT NIRMALA N. CHAVDA RAVI V. DABHI BHAVINEE P. GOHEL KRISHNA P. PANCHAL TEJAL N. PANCHAL VAISHALI L. PARMAR HIMANI A. PATEL DIPAL K. PURABIYA
DATE: 20th January, 2012. GUIDED BY: JAVED SHAIKH
SIGN:
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INDEX
Sr. No. 1. 2. 3. 4. 5. 6. TOPICS Acknowledgement Preface Executive Summary History of Cosmetics History of Garnier 4 P’s of Marketing ? Product ? Price ? Promotion ? Place 7. 8. 9. 10. 11. 12. 13. 14. Market Research Analysis Findings Limitations Conclusion Bibliography Webography Annexure PAGE NO. 5 7 9 11 15 19 21 29 30 31 33 39 75 77 79 81 82 84
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ACKNOWLEDGEMENT
This project has given us a tremendous opportunity to enhance our knowledge and skills. So with the deep sense of gratitude, our group expresses heartfelt regards to the Director of K.S.SCHOOL OF BUSINESS MANAGEMENT, Dr. SARALA ACHYUTHAN, who gave us a valuable opportunity towards practical training.
We have made the project report on the feasibility study of establishment of cosmetics in second year at K.S.School of Business Management and we are highly satisfied with the task of project work provided to us. This has proved to be the first step towards the globalize world with the healthy management skills.
We are indebted to our project guide Mr. Javed Shaikh for providing constant support and unceasing guidance throughout our feasibility on cosmetics for men.
We acknowledge the contribution of all our faculties and all those who have directly or indirectly offered timely help and encouraged us.
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Preface
“Practical knowledge is like a candle that leads to the way through the darkness of ignorance”
This saying has played a vital role and has guided us throughout the project work. The purpose of preparing this project is getting an idea about the buying of the people especially the relation to the COSMETICS FOR MEN and to future trend. A marketing research is inevitable part of M.B.A. programme. This practical training develops awareness in students about the difficulties and challenges of business world.
“Knowledge is power and ideas that rule the world”
The preparation of this project report is a part of practical studies in M.B.A. We have put in our efforts and tried our level best to present this project based on our survey.
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EXECUTIVE SUMMARY
“Well begin if half done “ As per this proverb we will like to share the blue print of our project, the summarization is as follows: ? We started with analyzing the concept of our product which is cosmetics for men and we got some basic idea about our project. ? After analyzing the idea, we discovered history of cosmetics along with some manufacturing companies. ? Then comes one of the major task, which is discovering the 4p’s of marketing and that included all concepts of market like product, price, place and promotion. ? All these information was followed by suitable questionnaire so we could effectively communicate with consumer of the product. ? After that we surveyed about 500 people for gathering the information about project. ? After the survey, the accurate task of analysis was held by us. We must admit here that without contribution of each and every group member, it would never been this much successful. ? We made the graphical presentation in form of univarite and Bivarite data, for easy understanding we have worked hard. ? And finally, we conclude our project with all the information that we found and our views about future market.
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HISTORY OF COSMETICS
The history of cosmetics spans at least 6000 years of human history & almost every society on earth.
?
The ancient world:
The 1st archaeological evidence of cosmetic usage was found in ancient Egypt in the 4000BC. The ancient Greeks & Romans also used cosmetics. The Romans and ancient Egyptians, created products using materials with dangerous properties like mercury & white lead.
?
The ancient Rome:
Cosmetics, first used in ancient Rome for ritual purposes, were part of daily life for women, especially prostitutes and the wealthy.
?
Africa:
The cosmetics uses of kohl & henna have their roots in North Africa.
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?
Middle east:
After Arab tribes converted to Islam & conquered those areas, in some areas, cosmetics were only restricted if they were to disguise the real look in order to miss lead or cause uncontrolled desire. In Islamic law, there is no prohibition on wearing cosmetics, but there are requirements as stated above & that the cosmetics must not be made of harmful substances as to harms one’s body.
?
China:
Chinese people began to stain their fingernails with gum Arabic, gelatine, bee wax & egg from around 3000 BCE. Flowers play an important decorative role in china.
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?
20th century:
Modern developments in technology, such as the high shear mixer have facilitated the production of cosmetics which are more natural looking & have greater staying power in wear than their predecessors. Cosmetic deodorant was invented in 1888, by an unknown inventor from Philadelphia. And was trademarked under the name of MUM (deodorant). Roll-on deodorant was launched in 1952 & aerosol deo in 1965.
?
21st century:
Beauty products are now widely available from dedicated internet only retailers, who have more recently been joined online by established outlets, including the major department stores & traditional bricks & mortal beauty retailers. Like most industries, cosmetics companies resist regulation by government agencies like the FDA, & have lobbied against this throughout the years. The FDA does not have to approve or review the cosmetics, or what goes in them before they are sold to the consumers. FDA only regulates against the colours that can be used in the cosmetics & hair dyes. The cosmetic companies do not have to report any injury from the product; they also only have voluntary recalls on product. Cosmetics brands are releasing cosmetics products especially tailored for men, men are also using such products more commonly. There is some controversy over this, however, as many feel that men who wear make up are neglecting traditional gender roles & do not view men wearing cosmetics in a positive light
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Others, however, view this as a sign of ongoing gender equality & feel that men also have rights to enhance their facial features with cosmetics if women could. Cosmetics in 1970s were divided into a “Natural look” for day & a more sexualised image for evening. In Asia, skin whitening continued to represent the ideal of beauty, as it does to this day.
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GARNIER
Garnier is a worldwide company affiliated with 29 other brands by L’Oreal. As of 2009, Garnier has 3 products concentrating on helping consumers with personal appearance. Garnier offers skincare, hair care, hair color & styling products, which are distributed in 16 countries.
Company
The 1st Garnier product was made by Alfred Garnier in 1904, a hair tonic. The full company name, laboratories. Garnier, originated in the 1920, as a product or hair color product made with organic ingredients. Garnier continues that mission today, as all of its products are made with natural ingredients. The L’Oreal group has owned Garnier since 1965.
L’OREAL
L’Oreal in France and the United States has been in operation since 1909. It now owns 5 divisions including Garnier. L’Oreal has a focus on research, especially studies in a sustainable development, with research countries on 3 continents.
PRODUCTS
Garnier currently has 3 product lines: fructis, Nutrisse and Nutritionist. Fructis, started in 1996,is the Garnier line of haircare and styling products. Nutrisse, Garnier’s hair color line released in 2002, was originally called Natea when it debuted in 1998. Natea wasn’t as successful in the United States as in Europe, hence the name change. Garnier started selling Nutritionist, its skincare product line, in 2005 .
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Products of garnier For men
Product Garnier oil deep cleansing face wash (100 g) Garnier power light oil control + Fairness Moisturizer (50 g) Price and Discount MRP Rs140 MRP Rs160 Discount Price 7% Rs 130 Picture
Discount Price 7% Rs149
Garnier Men MRP Discount Price Intense Fresh Rs135 7% Rs125 Energising Gel Face Wash (100 g)
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Garnier Men Deodorant Extreme Cool (150 Ml)
MRP Rs150
Discount 10%
Garnier Men Deodorant Absolute Dry (150 Ml)
MRP Rs150
Discount 10%
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4P’S OF MARKETING
Marketing is a management process through which goods & services move from concept to customers. ? That means creating & meeting needs profitable. ? As a philosophy it is based on thinking about the business in terms of customer’s need & their satisfaction. ? Marketing management as the art & the science of choosing target markets & getting, keeping & growing customers through creating, delivering & communicating superior customer value.
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MARKETING MIX
PRODUCT
PRICE
PROMOTION
PLACE
Variety Quality Features Brand name Packaging Services Returns
List price Discounts Allowances
Service promotion Advertising Sales force Public relation Direct marketing
Channels Coverage Locations Inventory Transport
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I. PRODUCT
Almost everything we come across in our daily life is a product; all of them cater to & satisfy some needs of some people. So in simple term, we can define a product as a “Need satisfying entity”. The product is thus the total package of benefits the consumer receives when he buys it. It includes:
?Product Variety:
Many products can be differentiated in shapes, in variety or in physical structure of product by size, colours, packaging, design and brand name. ? Face wash ? Deodorant ? Fairness cream ? Gel
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?Product Quality:
Quality is one of the important elements in product. Buyers expect product to have high quality and meet the promised specification.
Each product is the result of the systematically documented quality assurance manual. The manual ensures rigid implementation of the quality policy for the constitent customers satisfaction ensures that customers get full value for their money, have high quality and meet the promised specification.
?Brand Name:
A brand name is define as a name, symbol, design or a combination of them which is intended to identify the goods and services of one seller and to differentiate them from those of competitors. Thus, brand name is a major selling tool and one of the most important components of the total product personality. E.g., L’Oreal is a company and Garnier is a brand.
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?Services:
A service is any act of the performance that one party (seller) can offer to another party (buyer) that is essentially intangible and does not result in the ownership of anything.
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PRODUCT LEVELS
There are 5 product levels in the markets. Each level adds more customers’ value & the 5 constitute of customer value hierarchy. Below are the product levels.
Potential
Augmented
Expected
Basic product
Core benefit
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I. Core benefit
? It is the fundamental level of the product level. ? In this the customer is really buying the service or benefit. ? It basically includes the basic ingredients of the product. ? In this, marketers must see themselves as benefit providers.
II. Basic product
? At this level, the marketer turns the core benefit into a basic product.
III. Expected product
? At this level, the marketer prepares an expected product. ? It is a set of attributes & conditions which buyers normally expect when they purchase this product.
IV. Augmented product
? At this product level, the marketer prepares an augmented product that exceeds customer expectations.
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? It contains additional features. ? These features are those which are not provided by the existing competitors in the market. ? Differentiation arises & competition increasingly occurs on the basis of product augmentations, which also lead the marketer to look at the user’s total consumption system.
V. Potential product
? A potential product is the maximum possible level up to which a company can provide the augmented & expected product in future innovations.
Table showing product levels in cosmetics for men
1 ) Core benefit 2) Basic product 3) Expected product 4) Augmented product 5) Potential product E.g., Fairness E.g., Milk, Cream, etc E.g., Better quality, Natural ingredients like milk, kesar, aloe Vera E.g., More flavors, fragrance E.g., Reduce face fat, removes skin Dieses.
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Product mix
A product mix is a set of all products & items & particular which sellers put to sale. A product mix consists of various product lines. A company’s product mix has certain width length & depth.
?Product width:
This refers to how many different product lines in the company carries.
?Product length:
The length of a product mix refers to the total numbers of items in the mix.
?Product depth:
The depth of a product mix refers to how many variants are offered to each product in the line.
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PRODUCT HIERARCHY
The product hierarchy stretches from basic needs to particular items that satisfy those needs. We can identify 6 levels of the product hierarchy.
? Need Family:
The core need that underlies the existence of a product family. E.g. for cosmetics Fairness is a need family.
? Product Family:
All the product classes that can satisfy a core need with reasonable effectiveness. E.g. for cosmetics all the brands oh it is a product family.
? Product Class:
A group of products within the product family recognized as having a certain functional coherence. It is also known as “product category”. E.g. for cosmetics deodorant, fairness cream, powder, Gel, etc are product class.
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?
Product Line:
A group of products within a product class that are related because they perform a similar function, are sold to the same customer groups, are marketed through the same outlets or channels, or fall within give price ranges. A product line may be composed of different brands or a single family brands or individual brand that has been line extended. E.g. in Garnier there are two types of deodorants for men. This is the product line.
? Product Type:
A group of items within a product line that share one of several possible forms of the products.
? Item:
A distinct unit within a brand or product line distinguishable by size, price, appearance, or some other attributes. E.g. Garnier men deo Absolute dry and Extreme cool are different.
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II. Price
To the manufacturer, Price represents quantity of money received by the firm or seller. To the consumer, it represents the sacrifice. Hence, it is perception of the value of the product.
?List price
List price is final price that the consumer pays while buying the product or service. Price is also known as Maximum Retail Price (MRP). E.g., Garnier provides cosmetics with Price range of Rs. 100-200.
? Discount
At the time of buying product from the market, the difference between MRP and price paid by the customer is called discount. E.g., Garnier provides 7% off on their products.
? Allowances
Allowances are extra benefits given to consumer when he buys a product.
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III. Promotion
Promotion means the way of promoting the project to become more successful and established in market.
? Sales Promotion Tools
Sales promotion is collection of incentive tools, mostly short term and designed to stimulate quicker or greater purchase of particular products or consumer or trade. Allowances given by promoters to consumers are called “consumer sales promotion”.
?After sales services
After sales services includes guarantee, warranty or free delivery services.E.g. Garneir provides warranty i.e. best before 36 months.
? Public Relation
Public relation means coming out with the way of making relation with customer and create goodwill of the company.
? Advertisement
Advertising is the non-personal form of the communication, not direct but using TV, Newspaper, magazines, etc. Advertisement communicates 3 things to the consumers. ? Awareness of product ? Persuasion ? Reminder about company. K.S.SCHOOL OF BUSINESS MANAGEMENT
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IV. Place
Here, place includes:
?Channel
Channel means the medium through which seller sells the product to the customer. Channel can be: ? Multi level channel ? One level channel ? Zero level channel Garnier has following distribution channel: ? MANUFACTURER ? DEALER ? WHOLE SELLER ? RETAILER ? CUSTOMER
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?Transportation
The mode of transportation depends on product pricing and on the time delivery. For any product, transportation can be done with 4 ways: Railways, Road transport, Airway and Waterway. Garnier transports fan through road transport, Airway, Railways.
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MARKET RESEARCH PROCESS
Define the problem Develope the research plan Collection of information Analysing of information Presentation of findings To make the decision
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? Define the problems :
It is said that “rightly identified problems is the half solution of the problem”. Problems should not be defined either too broadly or too narrowly. A very broad or vogue definition leads to excessive wastage of resources. Too narrow a definition leads to inadequate data or information which leads to ineffective decision. The major objectives of our research were as follows: ? To understand the buying behaviour of customers with respect to their Age groups, Income level, etc. ? To know whether the customers know about the different brands of available in market.
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? Develop the research plan:
At this stage the most effective plan for gathering the needed information is required.
1. Determine data sources:
The data of the research is of both kind-Primary data as well as secondary data.
i. Primary Data:
It means the data which is freshly for a specific purpose. To collect primary data we have used questionnaire and it is mostly restricted to Ahmedabad only.
ii. Secondary Data:
It is a data which is collected by other for the purpose in which he had interested and already existed somewhere. To collect secondary data we have used book (Marketing Management by Philip Kotler), past years project, etc.
2. Research approaches:
For the purpose of research, we undertook a Survey Research. For this, we prepared survey instrument of our own to gather the information that we needed. We distributed the questionnaires after deciding the geographical area & classes of society that were to be surveyed. We interacted with people and researched upon it.
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3. Research instruments:
The research instrument used by us was the “questionnaire”. This questionnaire was self-made for the purpose of our research. In this questionnaire we have used both kind of format to ask questions: ? OPEN-END FORMAT ? CLOSE- END FORMAT
4. Sampling plan:
? Sampling unit (customers & dealers): Target customers (18-28 Years) ? Sample size (500 customers & 50 dealers) ? Sampling procedure (Convenient sampling)
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? Collection of information:
We collected the necessary information from the sample group by means of questionnaire.
? Analysing of information:
After gathering all information, the next step to analyse the information it into “TABULAR FORM”.
? Presentation of finding:
The findings are presented systematically in the form of Bar Diagram and Piechart so that interpretation can be done.
? Make the decision:
Research findings only provide additional information & insights to the managers. Depending on their in the findings, managers decides to use it, or carry out more research.
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ANALYSIS OF CONSUMERS’ QUESTIONNAIRE
Que.1: Age Age 18-28 Years 29-38 Years 39-48 Years 49 Years and above Total Frequency 354 92 37 17 500 Percentage 70.8% 18.4% 7.4% 3.4% 100%
Age
3% 8% 18% 18-28 Years 29-38 Years 39-48 Years 71% 49 Years and above
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? From the above chart, we can conclude that approx 71% respondents fall into the category of 18-28 Years. ? Secondly, approx 18% respondents fall into the category of 29-38 Years. ? Approx 8% respondents fall into the category of 39-48 Years. ? According to their age, their preference for buying of cosmetics change.
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Que.2: Occupation Occupation Business Service Study Other Total Frequency 93 85 319 3 500 Percentage 18.6% 17% 63.8% 0.6% 100%
Occupation
Business Service 0% 19% Study Other
17% 64%
? From the above chart, we can find that majority of the respondents (approx 64%) covered under our survey doing their study. ? Approx 19% of them have their own business and approx 17% of them doing their service.
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Que.3: Family income [Per Annum (Rs.)] Family income Up to 40000 40000-80000 80000-120000 120000-160000 Above 160000 Total Users 57 81 111 108 143 500 Percentage 11.4% 16.2% 22.2% 21.6% 28.6% 100%
Family income
Up to 40000 120000-160000 40000-80000 Above 160000 80000-120000
11% 29% 16%
22%
22%
From the above chart, we can interpret that majority of the people (approx 29%) covered under our survey earn the yearly income of Rs. 160000 and above. Secondly, approx 22-22% people earn Rs. 80000-160000.Approx 16% people earn yearly income of Rs.40000-80000. Finally approx 11% people earn yearly income of Rs.40000 or less.
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Que.4: Do you use cosmetics?
Yes 276 55.2%
No 224 44.8%
Total 500 100%
Yes
No
45% 55%
From the above chart, we can conclude that majority of respondents (55.2%) are using cosmetics and 44.8% of them are not using cosmetics.
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Que.5: Which cosmetics do you use? Cosmetics Gel Deodorant Face wash Fairness cream Body lotion Powder Total Customers(users) 98 100 86 77 33 23 417 Percentage 23.5% 23.98% 20.62% 18.47% 7.91% 5.52% 100%
Cosmetics
Gel Deodorant Face wash Fairness cream Body lotion Powder
8% 18%
6% 23%
24% 21%
From the above chart, we can say that approx 24% of the respondents use deodorant, 23.5% of them use gel, 20.62% of them use face wash,18.47% of them use Fairness cream and 7.91% and 5.52% of them use body lotion and powder respectively. K.S.SCHOOL OF BUSINESS MANAGEMENT
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Que.:6 which particular brands do you prefer? Brands Park Avenue Garnier L’Oreal Aveeno Revlon Sisley Wild stone Fair & Handsome Set wet Axe effect Other Total Brand users 29 90 43 6 12 18 32 64 90 24 9 417 Percentage 6.95% 21.58% 10.31% 1.44% 2.88% 4.32% 7.68% 15.65% 21.58% 5.75% 2.16% 100%
Brands Users
Park Avenue L’Oreal Revlon Wild stone Set wet Other 6% 2% 7% 22% 10% 8% 4% 3% 1% Garnier Aveeno Sisley Fair & Handsome Axe effect
22% 15%
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From the above chart, we can conclude that 21.58% respondents use Garnier and another 21.58% of them use Set wet. Most of the respondents use Garnier and Set wet and Aveeno and Sisley are used less by the customers. In Deodorant Set wet is more preferred brand from all other brands and in Fairness cream Garnier and Fair & Handsome is more preferred by the consumers.
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Que.7: How do you know about this brand? Medium Television Newspaper Friends/Relatives Other(Doctor) Total Users 147 28 98 3 276 Percentage 53.26% 10.14% 35.51% 1.09% 100%
Medium
Television Newspaper Friends/Relatives 1% 36% 53% 10% Other(Doctor)
Approx 53% customers come to know about the product by TV advertise. Secondly, 36% customers get information about particular product from friends and relatives. Newspapers also play an important role in making consumer aware of that product.
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Que.:8 why do you prefer this brand? Reasons Low price Brand name Better quality Make you look more handsome It contains natural ingredient Total users 29 93 169 64 39 394 Percentage 7.36% 23.6% 42.89% 16.25% 9.9% 100%
Reasons
Low price Better quality It contains natural ingredient 10% 7% Brand name Make you look more handsome
16%
24%
43%
We can see that consumers (43%) generally select particular brand because of better quality of product. The second reason (24%) is for brand name. K.S.SCHOOL OF BUSINESS MANAGEMENT
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Another reason for selecting the particular brand is that it helps to look more handsome. Some consumers buy some particular brand for its low price (7%) and also for containing natural ingredients (10%). Most of customers prefer some particular brand for better quality and brand name.
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Que.:9 Have you experienced any problem while using the product? Yes 126 45.65% NO 150 54.35% Total 276 100%
Yes
NO
46% 54%
We can say that approx 46% customers have experienced problems while using the product. Approx 54% customers have not experienced problems while using the product.
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Que.10: Which kinds of problems have you experienced? Problems Skin reaction Hair fall Redness Acne Black spots Total Users 37 32 16 16 25 126 Percentage 29.36% 25.4% 12.7% 12.7% 19.84% 100%
Problems
Skin reaction Hair fall Redness Acne Black spots
20%
29%
13% 13%
25%
From the above chart, we can conclude that 29% of customers having problem like skin reaction and 25% of them having problem like hair fall. Approx 20% of them has black spots on their face. 13-13% of them having redness and acne kind of problems.
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Que.11: Are you satisfied with this brand? Yes 262 94.93% No 14 5.07% Total 276 100%
Satisfaction
Yes 5% No
95%
From the above chart, we can find that majority of the respondents (approx 95%) are satisfied with their brand. Approx 5% of them are dissatisfied with their brand.
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Que.12: Will you continue to buy this brand? Yes 262 94.93% No 14 5.07% Total 276 100%
Yes
No
5%
95%
From the above chart, we can find that majority of the respondents (approx 95%) will continue with their brand. Approx 5% of them will not continue with their brand.
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Que.13: If no, which brand do you prefer to buy in nearer future? Brands Park Avenue Garnier L’Oreal Revlon Sisley Aveeno Wild stone Fair & Handsome Set wet Axe effect Total Users 8 12 2 3 4 2 3 5 7 5 51 Percentage 15.69% 23.53% 3.92% 5.88% 7.84% 3.93% 5.88% 9.8% 13.73% 9.8% 100%
Users
Park Avenue Revlon Wild stone Axe effect 10% 14% 15% 23% 10% 6% 4% 8% 6% 4% Garnier Sisley Fair & Handsome L’Oreal Aveeno Set wet
Majority of the customers (approx 23%) will like to select Garnier in future. 4-4% customers will like to select L’Oreal and Aveeno in future which is lesser than the others. K.S.SCHOOL OF BUSINESS MANAGEMENT
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Que.14: Why don’t you use cosmetics? Reasons No need High price Side effects Total Reply of nonusers 144 26 54 224 Percentage 64.29% 11.61% 24.10% 100%
Reasons
No need High price Side effects
24%
12%
64%
From the above chart, we can say that majority of the people (approx 64%) don’t use the cosmetics because of they don’t need it. Secondly, approx 24% of them don’t use the cosmetics because of side effects. Approx 12% of them are not using the cosmetics because of its high price.
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Que.15: Are you thinking of buying a cosmetic in nearer future? Yes 85 37.94% No 139 62.05%
Future users
Yes No
38%
62%
From the above chart, we can find that majority of the people (62.05%) are not thinking of buying cosmetics in nearer future. Secondly, 37.94% people are thinking of buying cosmetics in nearer future.
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Que.16: if yes then which brand would you prefer? Brands Park Avenue Garnier L’Oreal Revlon Sisley Aveeno Wild stone Fair & Handsome Set wet Axe effect Future users 15 30 8 4 5 3 10 25 10 5 Percentage 13.04% 26.09% 6.96% 3.47% 4.35% 2.61% 8.7% 21.74% 8.6% 4.35%
Brands
Park Avenue Revlon Wild stone Axe effect 9% 4% 13% Garnier Sisley Fair & Handsome L’Oreal Aveeno Set wet
22%
26%
9%
3% 4% 3% 7%
From the above chart, we can find that majority of the people (26.09%) wants to buy Garnier in future. 3-3% of customers want to buy Revlon and Aveeno in future.
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INOCME AND BRAND Income Brand Park Avenue Wild stone Fair & Handsome Set wet Axe effect Garnier L’Oreal Sisley Aveeno Revlon Other Total Up to 40000 7 8 12 15 3 14 10 5 0 1 0 75 4000080000 8 7 15 25 4 15 12 2 0 3 3 94 80000120000 7 8 13 17 4 21 10 3 2 2 3 90 120000160000 3 7 10 13 6 18 7 5 1 2 2 74 Above 160000 4 2 14 20 7 22 4 3 3 4 1 84 Total
29 32 64 90 24 90 43 18 6 12 9 417
90 80 70 60 50 40 30 20 10 0 Park Avenue Set wet Axe effect Sisley Aveeno Garnier Wild stone Fair & Handsome L’Oreal Revlon Other
Income[p.a(Rs.)]
Above 160000 120000-160000 80000-120000 40000-80000 Up to 40000
Brands
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From the above chart, we can conclude that Garnier is more preferred by the group whose yearly income is Rs. 80000 to Rs. 160000 and more. Aveeno is least preferred by the all type of income groups.
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SATISFACTION Answer Brand Park Avenue Wild stone Fair & Handsome Set wet Axe effect Garnier L’Oreal Sisley Aveeno Revlon Other Total Yes No Total
21 27 61 84 20 85 38 13 4 9 6 368
8 5 3 6 4 5 5 5 2 3 3 49
29 32 64 90 24 90 43 18 6 12 9 417
90 80 70 60 50 40 30 20 10 0
Answer
Yes No
Brands
From the above chart, we can conclude that Most of the customers are satisfied with their brands.
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REASON AND BRAND Reason Brand Park Avenue Wild stone Fair & Handsome Set wet Axe effect Garnier L’Oreal Sisley Aveeno Revlon Total Low Price 2 0 7 4 2 5 1 2 2 4 29 Brand Name 16 11 5 17 8 24 4 4 2 2 93 Better Quality 16 16 12 32 15 46 12 5 7 8 169 Look Natural more Ingredients handsome 11 2 0 23 0 0 22 8 0 0 0 64 1 10 2 4 12 1 2 2 3 39 Total
47 28 57 55 29 109 26 13 13 17 394
120 100 Reasons 80 60 40 20 0 Natural Ingredients Look more handsome Better Quality
Park Avenue
Set wet
Axe effect
L’Oreal
Sisley
Wild stone
Aveeno
Garnier
Fair & Handsome
Revlon
Brand Name Low Praice
Brands
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From the above chart, we can conclude that customers using their brands because of their better quality. Brand name also attracts the consumers. Some may use one particular brand because they want to look more handsome.
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ANALYSIS OF DEALERS’ QUESTIONNAIRE
BUSINESS DURATION
Business Duration 1-5 Years 5-10 Years 10-15 Years More than 15 Years Total
Dealers 13 18 10 9 50
Percentage 26% 36% 20% 18% 100%
Business Duration
1-5 Years 5-10 Years 10-15 Years More than 15 Years
18% 20%
26%
36%
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From the above chart we can see the 36% of dealers covered under the survey are in this business for 5 to 10 years. Around 26% of them are in this field from 1 to 5 years. The 20% of them are doing this business for 10 to 15 Years. 18% % of them are in this field from more than 15 Years.
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BRAND STORED BY RETAILER Years Brands Park Avenue Axe effect Garnier Wild stone Set wet L’Oreal Fair & Handsome Total 1-5 Years 4 6 8 6 5 5 6 40 5-10 Years 7 9 12 7 6 8 10 59 10-15 Years 5 3 9 2 4 2 6 31 More than 15 Years 5 3 8 3 1 2 3 25 Total 21 21 37 18 16 17 25 155
14 12 10 Years 8 6 4 2 0 1-5 Years 5-10 Years 10-15 Years More than 15 Years
Brands
From the above information, we can conclude that all type of dealer mostly stored the cosmetics of Garnier. Second large stock of cosmetics they are keeping is of Fair & Handsome.
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The dealers who are in this business for more than 15 Years have stored less stock of Set Wet and L’Oreal i.e. they are giving more preference to Brand companies.
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HIGHEST SELLING BRAND Highest Selling Brand Park Avenue Garnier L’Oreal Axe effect Set Wet Wild Stone Fair & Handsome Total Dealer 20 40 15 25 28 7 35 170 Percentage 11.76% 23.53% 8.82% 14.71% 16.47% 4.12% 20.59% 100%
Highest Selling Brand
Park Avenue Axe effect Fair & Handsome 12% 21% 4% 16% 15% 9% 23% Garnier Set Wet L’Oreal Wild Stone
Garnier is the highest selling brand (23.53%) among all the brands. Second highest sold out is of Fair & Handsome (20.59%). From the above graph given above, we can see that the lowest selling brand i.e. only 4.12%.
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MONTHLY SALE (Rs) Years Sale (Rs.) 1000-5000 5001-10000 1000115000 1500120000 Above 20000 Total 1-5 Years 5 4 3 1 0 13 5-10 Years 4 3 8 2 1 18 10-15 Years 0 1 3 5 1 10 More than 15 Years 0 1 2 2 4 9 Total 9 9 16 10 6 50
Above 20000 15001-20000 Sale (Rs.) More than 15 Years 10001-15000 5001-10000 1000-5000 0 2 4 Years 6 8 10-15 Years 5-10 Years 1-5 Years
Average monthly earnings of Dealers in this business for 1-5 Years are Rs 100015000. Average monthly earnings of Dealers in this business for 10-15 Years are Rs 10000-20000. They have the competitive edge over their rivals.
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PROMOTIONAL OFFERS
`Brand Park Garnier Set Axe L’Oreal Fair & Wild Total Offers Avenue wet effect Handsome Stone Discount 2 10 5 3 0 5 0 25 Tie up in 0 3 2 2 1 3 2 13 promotion Coupon 0 0 2 0 1 2 0 5 Lucky 3 0 2 0 1 0 1 7 Draw Total 5 13 11 5 3 10 3 50
10 9 8 7 6 5 4 3 2 1 0
Promotional Offers
Discount Tie up in promotion Coupon Lucky Draw
Brands
From the above table, we can see that in case of highest selling brand, company gives them discount as a promotional support.
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COMPLAINTS
Brands Park Garnier Set Axe L’Oreal Fair & Wild Total wet effect Handsome Stone Complaints Avenue Low 0 0 1 0 2 2 0 5 Quality High Price 5 8 2 5 7 0 3 30 Harmful 4 3 4 2 2 0 0 15 for Skin Total 9 11 7 7 11 2 3 50
Wild Stone Fair & Handsome L’Oreal Brands Axe effect Set wet Garnier Park Avenue 0 2 4 Complaints 6 8 Harmful for Skin High Price Low Quality
Major complaints are found in high price and harmful for skins.
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FINDINGS
? About 55% of the people surveyed use cosmetics. ? People are looking for the lower prices of cosmetics providing better quality. ? TV advertisements are the major source of information for the potential customers. ? People pay more importance to the overall quality of cosmetics. ? Potential customers will not compromise with the quality. ? Most of the people are satisfied with their cosmetics. ? Some customers use the cosmetics suggested by dermatologist.
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Limitations
? Survey is limited to only 500 consumers and 50 dealers. ? Talking about chain, we were constrained about only to one city Ahmadabad & we did not take other into consideration. ? Due to limited recourses, we were not able to cover all the areas for our research. ? It was able-personal based survey, but the interest level differed from people to people. The details enclosed in this project are based on the survey conducted by us. So it might be possible that we might have left out some MRP details. We are doing this kind of survey for the first time so there can be some hidden mistakes done by us. ? There is no response from dealers that is why surveyed only 50 dealers.
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Conclusion
“Any education is incomplete without practical knowledge” Our project taught us which the books just said. We actually learnt how things work in real life. Apart from project work, we also enriched the communication skills. We came to know the tendency of the people, education, occupation and age groups etc, which increases our knowledge. This has been our first step towards getting acquainted with the real business world, what we have learned will definitely help us in enhancing our academic career we look towards to such projects in future. We like to conclude our data, which efficiently analysed by ourselves. We got this data from dealers, consumers & different sources of media. From that we reached on the following conclusion: ? Future industry of cosmetics for men is shining. ? It has so many dimensions of growth. ? Especially, branded sector has prospective market.
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Bibliography
BOOK: MARKETING MANAGEMENT PHILIP KOTLER
PREVIOUS YEARS PROJECTS:
WEBOGRAPHY
Supported by “Google” www.Snapdeal.com www.e.How.com www.garnier.com
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K.S.SCHOOL OF BUSINESS MANAGEMENT : CONSUMERS SURVEY OF COSMETICS FOR MEN:
1. NAME: _________________________________________
2. AREA: ___________________________________________
3. AGE: [ ] 18-28 YEARS [ ] 39-48 YEARS 4. OCCUPATION: [ ] BUSINESS [ ] STUDY [ ] SERVICE [ ] OTHER, SPECIFIED___________ [ ] 29-38 YEARS [ ] 49 YEARS AND ABOVE
5. FAMILY INCOME[PER ANNUM(Rs)]: [ ] UP TO 40000 [ ] 80000-120000 [ ] ABOVE 160000 6. DO YOU USE COSMETICS? [ ] YES [ ] NO [ ] 10000-80000 [ ] 120000-160000
IF YES THEN CONTINUE AND IF NO THEN GO TO SECTION B.
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SECTION A
1) WHICH COSMETICS DO YOU USE? [ ] GEL [ ] FACE WASH [ ] BODY LOTION [ ] OTHER, SPECIFIED__________ 2) WHICH PARTICULAR BRAND DO YOU PREFER? [ ] PARK AVENUE [ ] SISLEY [ ] L’OREAL [ ] WILD STONE [ ] SET WET [ ] OTHER, SPECIFIED__________ 3) HOW DO YOU KNOW ABOUT THIS BRAND? [ ] TV ADVERTISE [ ] FRIENDS/ RELATIVES [ ] NEWS PAPER [ ] OTHER, SPECIFIED__________ [ ] GARNIER [ ] REVLON [ ] AVEENO [ ] FAIR & HANDSOME [ ] AXE EFFECT [ ] DEODORANT [ ] FAIRNESS CREAM [ ] POWDER
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4) WHY DO YOU PREFER THIS BRAND? [ ] LOW PRICE [ ] BRAND NAME [ ] BETTER QUALITY [ ] MAKE YOU LOOOK MORE HANDSOME [ ] IT CONTAINS NATURAL INGREDIENTS [ ] SPECIFY IF ANY OTHER_____________ 5) HAVE YOU EXPERIENCED ANY PROBLEM WHILE USING THE PRODUCT? [ ] YES [ ] NO
6) IF YES, WHICH KIND OF PROBLEM? [ ] SKIN REACTION [ ] REDNESS [ ] BLACK SPOTS [ ] HAIR FALL [ ] ACNE [ ] OTHER, SPECIFIED__________
7) ARE YOU SATISFIED WITH YOUR BRAND? [ ] YES [ ] NO
IF NO, GIVE SUGGESTION TO IMPROVE? ____________________________________________
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8) WILL YOU CONTINUE TO DUY THIS BRAND? [ ] YES [ ] NO
IF NO, WHICH BRAND DO YOU PREFER TO BUY IN NEARER FUTURE? [ ] PARK AVENUE [ ] SISLEY [ ] L’OREAL [ ] WILD STONE [ ] SET WET [ ] OTHER, SPECIFIED__________ [ ] GARNIER [ ] REVLON [ ] AVEENO [ ] FAIR & HANDSOME [ ] AXE EFFECT
SECTION B 1) WHY DON’T YOU USE COSMETICS? [ ] NO NEED [ ] SIDE EFFECTS [ ] HIGH PRICE [ ] OTHER, SPECIFIED_________
2) ARE YOU THINKING OF BUYING COSMETICS IN NEARER FUTURE? [ ] YES [ ] NO
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3) IF YES THEN WHICH BRAND WOULD YOU PREFER? [ ] PARK AVENUE [ ] SISLEY [ ] L’OREAL [ ] WILD STONE [ ] SET WET [ ] OTHER, SPECIFIED__________ 4) WHY DO YOU PREFER IT? __________________________________________ [ ] GARNIER [ ] REVLON [ ] AVEENO [ ] FAIR & HANDSOME [ ] AXE EFFECT
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K.S.School of Business Management Market Research on Retailer
1. NAME: ___________________________________________ 2. AREA: ____________________________________________ 3. ESTABLISHMENT YEAR OF YOUR STORE: __________________ 4. WHICH OF THE FOLLOWING BRANDS OF COSMETICS DO YOU DEAL WITH? [ ] PARK AVENUE [ ] GARNIER [ ] WILD STONE [ ] SET WET [ ] AXE EFFECT [ ] L’OREAL [ ] FAIR & HANDSOME [ ] OTHER (SPECIFY) ________
5. WHICH ARE THE HIGHEST SELLING BRANDS? [ ] PARK AVENUE [ ] GARNIER [ ] WILD STONE [ ] SET WET [ ] AXE EFFECT [ ] L’OREAL [ ] FAIR & HANDSOME [ ] OTHER (SPECIFY) ________
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6. WHICH KIND OF PROMOTIONAL OFFERS DOES A COMPANY UNDERTAKE? [ ] DISCOUNT [ ] TIE UP IN PROMOTION [ ] COUPON [ ] LUCKY DRAW [ ] OTHER (SPECIFY) ________ 7. HAVE YOU PROVIDE ONLINR MARKETING? [ ] YES [ ] NO
8. WHAT IS THE LEVEL OF COMPRTITION IN THE MARKET? [ ] LOW [ ] HIGH [ ] MEDIUM [ ] VERY HIGH
9. WHAT IS YOUR MONTHLY SALE OF COSMETICS? ________________________ 10. DO YOU KNOW THE SALE OF BRANDED COSMETICS IS BEING REDUCED DUE TO THE AVILABILITY OF EASY AND CHEAP PRODUCT? [ ] YES IF YES, GIVE SUGGESTION TO INCREASE THE SALE, __________________________________________________ [ ] NO
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11. WHICH ARE THE COMMON COMPLAINTS RECEIVED FROM THE CUSTOMERS? [ ] LOW QUALITY [ ] HIGH PRICE [ ] HARMFUL FOR SKIN [ ] OTHER (SPECIFY)_______________
THANK YOU
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doc_764563139.pdf
Cosmetics are care substances used to enhance the appearance or odor of the human body. They are generally mixtures of chemical compounds, some being derived from natural sources, many being synthetic.
MARKET SURVEY ON
“COSMETICS FOR MEN”
S.Y.B.B.A. (2011-12)
SUBMITTED BYGROUP-“G”
SUBMITTED TOK.S.SCHOOL OF BUSINESS MANAGEMENT GUJARAT UNIVERSITY
NAMES OF GROUP MEMBERS
ROLL NO.
2079 2083 2084 2090 2110 2111 2115 2116 2120
NAMES
DHRUVI A. BHATT NIRMALA N. CHAVDA RAVI V. DABHI BHAVINEE P. GOHEL KRISHNA P. PANCHAL TEJAL N. PANCHAL VAISHALI L. PARMAR HIMANI A. PATEL DIPAL K. PURABIYA
DATE: 20th January, 2012. GUIDED BY: JAVED SHAIKH
SIGN:
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INDEX
Sr. No. 1. 2. 3. 4. 5. 6. TOPICS Acknowledgement Preface Executive Summary History of Cosmetics History of Garnier 4 P’s of Marketing ? Product ? Price ? Promotion ? Place 7. 8. 9. 10. 11. 12. 13. 14. Market Research Analysis Findings Limitations Conclusion Bibliography Webography Annexure PAGE NO. 5 7 9 11 15 19 21 29 30 31 33 39 75 77 79 81 82 84
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ACKNOWLEDGEMENT
This project has given us a tremendous opportunity to enhance our knowledge and skills. So with the deep sense of gratitude, our group expresses heartfelt regards to the Director of K.S.SCHOOL OF BUSINESS MANAGEMENT, Dr. SARALA ACHYUTHAN, who gave us a valuable opportunity towards practical training.
We have made the project report on the feasibility study of establishment of cosmetics in second year at K.S.School of Business Management and we are highly satisfied with the task of project work provided to us. This has proved to be the first step towards the globalize world with the healthy management skills.
We are indebted to our project guide Mr. Javed Shaikh for providing constant support and unceasing guidance throughout our feasibility on cosmetics for men.
We acknowledge the contribution of all our faculties and all those who have directly or indirectly offered timely help and encouraged us.
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Preface
“Practical knowledge is like a candle that leads to the way through the darkness of ignorance”
This saying has played a vital role and has guided us throughout the project work. The purpose of preparing this project is getting an idea about the buying of the people especially the relation to the COSMETICS FOR MEN and to future trend. A marketing research is inevitable part of M.B.A. programme. This practical training develops awareness in students about the difficulties and challenges of business world.
“Knowledge is power and ideas that rule the world”
The preparation of this project report is a part of practical studies in M.B.A. We have put in our efforts and tried our level best to present this project based on our survey.
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EXECUTIVE SUMMARY
“Well begin if half done “ As per this proverb we will like to share the blue print of our project, the summarization is as follows: ? We started with analyzing the concept of our product which is cosmetics for men and we got some basic idea about our project. ? After analyzing the idea, we discovered history of cosmetics along with some manufacturing companies. ? Then comes one of the major task, which is discovering the 4p’s of marketing and that included all concepts of market like product, price, place and promotion. ? All these information was followed by suitable questionnaire so we could effectively communicate with consumer of the product. ? After that we surveyed about 500 people for gathering the information about project. ? After the survey, the accurate task of analysis was held by us. We must admit here that without contribution of each and every group member, it would never been this much successful. ? We made the graphical presentation in form of univarite and Bivarite data, for easy understanding we have worked hard. ? And finally, we conclude our project with all the information that we found and our views about future market.
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HISTORY OF COSMETICS
The history of cosmetics spans at least 6000 years of human history & almost every society on earth.
?
The ancient world:
The 1st archaeological evidence of cosmetic usage was found in ancient Egypt in the 4000BC. The ancient Greeks & Romans also used cosmetics. The Romans and ancient Egyptians, created products using materials with dangerous properties like mercury & white lead.
?
The ancient Rome:
Cosmetics, first used in ancient Rome for ritual purposes, were part of daily life for women, especially prostitutes and the wealthy.
?
Africa:
The cosmetics uses of kohl & henna have their roots in North Africa.
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?
Middle east:
After Arab tribes converted to Islam & conquered those areas, in some areas, cosmetics were only restricted if they were to disguise the real look in order to miss lead or cause uncontrolled desire. In Islamic law, there is no prohibition on wearing cosmetics, but there are requirements as stated above & that the cosmetics must not be made of harmful substances as to harms one’s body.
?
China:
Chinese people began to stain their fingernails with gum Arabic, gelatine, bee wax & egg from around 3000 BCE. Flowers play an important decorative role in china.
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?
20th century:
Modern developments in technology, such as the high shear mixer have facilitated the production of cosmetics which are more natural looking & have greater staying power in wear than their predecessors. Cosmetic deodorant was invented in 1888, by an unknown inventor from Philadelphia. And was trademarked under the name of MUM (deodorant). Roll-on deodorant was launched in 1952 & aerosol deo in 1965.
?
21st century:
Beauty products are now widely available from dedicated internet only retailers, who have more recently been joined online by established outlets, including the major department stores & traditional bricks & mortal beauty retailers. Like most industries, cosmetics companies resist regulation by government agencies like the FDA, & have lobbied against this throughout the years. The FDA does not have to approve or review the cosmetics, or what goes in them before they are sold to the consumers. FDA only regulates against the colours that can be used in the cosmetics & hair dyes. The cosmetic companies do not have to report any injury from the product; they also only have voluntary recalls on product. Cosmetics brands are releasing cosmetics products especially tailored for men, men are also using such products more commonly. There is some controversy over this, however, as many feel that men who wear make up are neglecting traditional gender roles & do not view men wearing cosmetics in a positive light
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Others, however, view this as a sign of ongoing gender equality & feel that men also have rights to enhance their facial features with cosmetics if women could. Cosmetics in 1970s were divided into a “Natural look” for day & a more sexualised image for evening. In Asia, skin whitening continued to represent the ideal of beauty, as it does to this day.
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GARNIER
Garnier is a worldwide company affiliated with 29 other brands by L’Oreal. As of 2009, Garnier has 3 products concentrating on helping consumers with personal appearance. Garnier offers skincare, hair care, hair color & styling products, which are distributed in 16 countries.
Company
The 1st Garnier product was made by Alfred Garnier in 1904, a hair tonic. The full company name, laboratories. Garnier, originated in the 1920, as a product or hair color product made with organic ingredients. Garnier continues that mission today, as all of its products are made with natural ingredients. The L’Oreal group has owned Garnier since 1965.
L’OREAL
L’Oreal in France and the United States has been in operation since 1909. It now owns 5 divisions including Garnier. L’Oreal has a focus on research, especially studies in a sustainable development, with research countries on 3 continents.
PRODUCTS
Garnier currently has 3 product lines: fructis, Nutrisse and Nutritionist. Fructis, started in 1996,is the Garnier line of haircare and styling products. Nutrisse, Garnier’s hair color line released in 2002, was originally called Natea when it debuted in 1998. Natea wasn’t as successful in the United States as in Europe, hence the name change. Garnier started selling Nutritionist, its skincare product line, in 2005 .
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Products of garnier For men
Product Garnier oil deep cleansing face wash (100 g) Garnier power light oil control + Fairness Moisturizer (50 g) Price and Discount MRP Rs140 MRP Rs160 Discount Price 7% Rs 130 Picture
Discount Price 7% Rs149
Garnier Men MRP Discount Price Intense Fresh Rs135 7% Rs125 Energising Gel Face Wash (100 g)
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Garnier Men Deodorant Extreme Cool (150 Ml)
MRP Rs150
Discount 10%
Garnier Men Deodorant Absolute Dry (150 Ml)
MRP Rs150
Discount 10%
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4P’S OF MARKETING
Marketing is a management process through which goods & services move from concept to customers. ? That means creating & meeting needs profitable. ? As a philosophy it is based on thinking about the business in terms of customer’s need & their satisfaction. ? Marketing management as the art & the science of choosing target markets & getting, keeping & growing customers through creating, delivering & communicating superior customer value.
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MARKETING MIX
PRODUCT
PRICE
PROMOTION
PLACE
Variety Quality Features Brand name Packaging Services Returns
List price Discounts Allowances
Service promotion Advertising Sales force Public relation Direct marketing
Channels Coverage Locations Inventory Transport
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I. PRODUCT
Almost everything we come across in our daily life is a product; all of them cater to & satisfy some needs of some people. So in simple term, we can define a product as a “Need satisfying entity”. The product is thus the total package of benefits the consumer receives when he buys it. It includes:
?Product Variety:
Many products can be differentiated in shapes, in variety or in physical structure of product by size, colours, packaging, design and brand name. ? Face wash ? Deodorant ? Fairness cream ? Gel
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?Product Quality:
Quality is one of the important elements in product. Buyers expect product to have high quality and meet the promised specification.
Each product is the result of the systematically documented quality assurance manual. The manual ensures rigid implementation of the quality policy for the constitent customers satisfaction ensures that customers get full value for their money, have high quality and meet the promised specification.
?Brand Name:
A brand name is define as a name, symbol, design or a combination of them which is intended to identify the goods and services of one seller and to differentiate them from those of competitors. Thus, brand name is a major selling tool and one of the most important components of the total product personality. E.g., L’Oreal is a company and Garnier is a brand.
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?Services:
A service is any act of the performance that one party (seller) can offer to another party (buyer) that is essentially intangible and does not result in the ownership of anything.
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PRODUCT LEVELS
There are 5 product levels in the markets. Each level adds more customers’ value & the 5 constitute of customer value hierarchy. Below are the product levels.
Potential
Augmented
Expected
Basic product
Core benefit
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I. Core benefit
? It is the fundamental level of the product level. ? In this the customer is really buying the service or benefit. ? It basically includes the basic ingredients of the product. ? In this, marketers must see themselves as benefit providers.
II. Basic product
? At this level, the marketer turns the core benefit into a basic product.
III. Expected product
? At this level, the marketer prepares an expected product. ? It is a set of attributes & conditions which buyers normally expect when they purchase this product.
IV. Augmented product
? At this product level, the marketer prepares an augmented product that exceeds customer expectations.
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? It contains additional features. ? These features are those which are not provided by the existing competitors in the market. ? Differentiation arises & competition increasingly occurs on the basis of product augmentations, which also lead the marketer to look at the user’s total consumption system.
V. Potential product
? A potential product is the maximum possible level up to which a company can provide the augmented & expected product in future innovations.
Table showing product levels in cosmetics for men
1 ) Core benefit 2) Basic product 3) Expected product 4) Augmented product 5) Potential product E.g., Fairness E.g., Milk, Cream, etc E.g., Better quality, Natural ingredients like milk, kesar, aloe Vera E.g., More flavors, fragrance E.g., Reduce face fat, removes skin Dieses.
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Product mix
A product mix is a set of all products & items & particular which sellers put to sale. A product mix consists of various product lines. A company’s product mix has certain width length & depth.
?Product width:
This refers to how many different product lines in the company carries.
?Product length:
The length of a product mix refers to the total numbers of items in the mix.
?Product depth:
The depth of a product mix refers to how many variants are offered to each product in the line.
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PRODUCT HIERARCHY
The product hierarchy stretches from basic needs to particular items that satisfy those needs. We can identify 6 levels of the product hierarchy.
? Need Family:
The core need that underlies the existence of a product family. E.g. for cosmetics Fairness is a need family.
? Product Family:
All the product classes that can satisfy a core need with reasonable effectiveness. E.g. for cosmetics all the brands oh it is a product family.
? Product Class:
A group of products within the product family recognized as having a certain functional coherence. It is also known as “product category”. E.g. for cosmetics deodorant, fairness cream, powder, Gel, etc are product class.
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?
Product Line:
A group of products within a product class that are related because they perform a similar function, are sold to the same customer groups, are marketed through the same outlets or channels, or fall within give price ranges. A product line may be composed of different brands or a single family brands or individual brand that has been line extended. E.g. in Garnier there are two types of deodorants for men. This is the product line.
? Product Type:
A group of items within a product line that share one of several possible forms of the products.
? Item:
A distinct unit within a brand or product line distinguishable by size, price, appearance, or some other attributes. E.g. Garnier men deo Absolute dry and Extreme cool are different.
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II. Price
To the manufacturer, Price represents quantity of money received by the firm or seller. To the consumer, it represents the sacrifice. Hence, it is perception of the value of the product.
?List price
List price is final price that the consumer pays while buying the product or service. Price is also known as Maximum Retail Price (MRP). E.g., Garnier provides cosmetics with Price range of Rs. 100-200.
? Discount
At the time of buying product from the market, the difference between MRP and price paid by the customer is called discount. E.g., Garnier provides 7% off on their products.
? Allowances
Allowances are extra benefits given to consumer when he buys a product.
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III. Promotion
Promotion means the way of promoting the project to become more successful and established in market.
? Sales Promotion Tools
Sales promotion is collection of incentive tools, mostly short term and designed to stimulate quicker or greater purchase of particular products or consumer or trade. Allowances given by promoters to consumers are called “consumer sales promotion”.
?After sales services
After sales services includes guarantee, warranty or free delivery services.E.g. Garneir provides warranty i.e. best before 36 months.
? Public Relation
Public relation means coming out with the way of making relation with customer and create goodwill of the company.
? Advertisement
Advertising is the non-personal form of the communication, not direct but using TV, Newspaper, magazines, etc. Advertisement communicates 3 things to the consumers. ? Awareness of product ? Persuasion ? Reminder about company. K.S.SCHOOL OF BUSINESS MANAGEMENT
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IV. Place
Here, place includes:
?Channel
Channel means the medium through which seller sells the product to the customer. Channel can be: ? Multi level channel ? One level channel ? Zero level channel Garnier has following distribution channel: ? MANUFACTURER ? DEALER ? WHOLE SELLER ? RETAILER ? CUSTOMER
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?Transportation
The mode of transportation depends on product pricing and on the time delivery. For any product, transportation can be done with 4 ways: Railways, Road transport, Airway and Waterway. Garnier transports fan through road transport, Airway, Railways.
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MARKET RESEARCH PROCESS
Define the problem Develope the research plan Collection of information Analysing of information Presentation of findings To make the decision
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? Define the problems :
It is said that “rightly identified problems is the half solution of the problem”. Problems should not be defined either too broadly or too narrowly. A very broad or vogue definition leads to excessive wastage of resources. Too narrow a definition leads to inadequate data or information which leads to ineffective decision. The major objectives of our research were as follows: ? To understand the buying behaviour of customers with respect to their Age groups, Income level, etc. ? To know whether the customers know about the different brands of available in market.
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? Develop the research plan:
At this stage the most effective plan for gathering the needed information is required.
1. Determine data sources:
The data of the research is of both kind-Primary data as well as secondary data.
i. Primary Data:
It means the data which is freshly for a specific purpose. To collect primary data we have used questionnaire and it is mostly restricted to Ahmedabad only.
ii. Secondary Data:
It is a data which is collected by other for the purpose in which he had interested and already existed somewhere. To collect secondary data we have used book (Marketing Management by Philip Kotler), past years project, etc.
2. Research approaches:
For the purpose of research, we undertook a Survey Research. For this, we prepared survey instrument of our own to gather the information that we needed. We distributed the questionnaires after deciding the geographical area & classes of society that were to be surveyed. We interacted with people and researched upon it.
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3. Research instruments:
The research instrument used by us was the “questionnaire”. This questionnaire was self-made for the purpose of our research. In this questionnaire we have used both kind of format to ask questions: ? OPEN-END FORMAT ? CLOSE- END FORMAT
4. Sampling plan:
? Sampling unit (customers & dealers): Target customers (18-28 Years) ? Sample size (500 customers & 50 dealers) ? Sampling procedure (Convenient sampling)
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? Collection of information:
We collected the necessary information from the sample group by means of questionnaire.
? Analysing of information:
After gathering all information, the next step to analyse the information it into “TABULAR FORM”.
? Presentation of finding:
The findings are presented systematically in the form of Bar Diagram and Piechart so that interpretation can be done.
? Make the decision:
Research findings only provide additional information & insights to the managers. Depending on their in the findings, managers decides to use it, or carry out more research.
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ANALYSIS OF CONSUMERS’ QUESTIONNAIRE
Que.1: Age Age 18-28 Years 29-38 Years 39-48 Years 49 Years and above Total Frequency 354 92 37 17 500 Percentage 70.8% 18.4% 7.4% 3.4% 100%
Age
3% 8% 18% 18-28 Years 29-38 Years 39-48 Years 71% 49 Years and above
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? From the above chart, we can conclude that approx 71% respondents fall into the category of 18-28 Years. ? Secondly, approx 18% respondents fall into the category of 29-38 Years. ? Approx 8% respondents fall into the category of 39-48 Years. ? According to their age, their preference for buying of cosmetics change.
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Que.2: Occupation Occupation Business Service Study Other Total Frequency 93 85 319 3 500 Percentage 18.6% 17% 63.8% 0.6% 100%
Occupation
Business Service 0% 19% Study Other
17% 64%
? From the above chart, we can find that majority of the respondents (approx 64%) covered under our survey doing their study. ? Approx 19% of them have their own business and approx 17% of them doing their service.
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Que.3: Family income [Per Annum (Rs.)] Family income Up to 40000 40000-80000 80000-120000 120000-160000 Above 160000 Total Users 57 81 111 108 143 500 Percentage 11.4% 16.2% 22.2% 21.6% 28.6% 100%
Family income
Up to 40000 120000-160000 40000-80000 Above 160000 80000-120000
11% 29% 16%
22%
22%
From the above chart, we can interpret that majority of the people (approx 29%) covered under our survey earn the yearly income of Rs. 160000 and above. Secondly, approx 22-22% people earn Rs. 80000-160000.Approx 16% people earn yearly income of Rs.40000-80000. Finally approx 11% people earn yearly income of Rs.40000 or less.
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Que.4: Do you use cosmetics?
Yes 276 55.2%
No 224 44.8%
Total 500 100%
Yes
No
45% 55%
From the above chart, we can conclude that majority of respondents (55.2%) are using cosmetics and 44.8% of them are not using cosmetics.
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Que.5: Which cosmetics do you use? Cosmetics Gel Deodorant Face wash Fairness cream Body lotion Powder Total Customers(users) 98 100 86 77 33 23 417 Percentage 23.5% 23.98% 20.62% 18.47% 7.91% 5.52% 100%
Cosmetics
Gel Deodorant Face wash Fairness cream Body lotion Powder
8% 18%
6% 23%
24% 21%
From the above chart, we can say that approx 24% of the respondents use deodorant, 23.5% of them use gel, 20.62% of them use face wash,18.47% of them use Fairness cream and 7.91% and 5.52% of them use body lotion and powder respectively. K.S.SCHOOL OF BUSINESS MANAGEMENT
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Que.:6 which particular brands do you prefer? Brands Park Avenue Garnier L’Oreal Aveeno Revlon Sisley Wild stone Fair & Handsome Set wet Axe effect Other Total Brand users 29 90 43 6 12 18 32 64 90 24 9 417 Percentage 6.95% 21.58% 10.31% 1.44% 2.88% 4.32% 7.68% 15.65% 21.58% 5.75% 2.16% 100%
Brands Users
Park Avenue L’Oreal Revlon Wild stone Set wet Other 6% 2% 7% 22% 10% 8% 4% 3% 1% Garnier Aveeno Sisley Fair & Handsome Axe effect
22% 15%
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From the above chart, we can conclude that 21.58% respondents use Garnier and another 21.58% of them use Set wet. Most of the respondents use Garnier and Set wet and Aveeno and Sisley are used less by the customers. In Deodorant Set wet is more preferred brand from all other brands and in Fairness cream Garnier and Fair & Handsome is more preferred by the consumers.
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Que.7: How do you know about this brand? Medium Television Newspaper Friends/Relatives Other(Doctor) Total Users 147 28 98 3 276 Percentage 53.26% 10.14% 35.51% 1.09% 100%
Medium
Television Newspaper Friends/Relatives 1% 36% 53% 10% Other(Doctor)
Approx 53% customers come to know about the product by TV advertise. Secondly, 36% customers get information about particular product from friends and relatives. Newspapers also play an important role in making consumer aware of that product.
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Que.:8 why do you prefer this brand? Reasons Low price Brand name Better quality Make you look more handsome It contains natural ingredient Total users 29 93 169 64 39 394 Percentage 7.36% 23.6% 42.89% 16.25% 9.9% 100%
Reasons
Low price Better quality It contains natural ingredient 10% 7% Brand name Make you look more handsome
16%
24%
43%
We can see that consumers (43%) generally select particular brand because of better quality of product. The second reason (24%) is for brand name. K.S.SCHOOL OF BUSINESS MANAGEMENT
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Another reason for selecting the particular brand is that it helps to look more handsome. Some consumers buy some particular brand for its low price (7%) and also for containing natural ingredients (10%). Most of customers prefer some particular brand for better quality and brand name.
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Que.:9 Have you experienced any problem while using the product? Yes 126 45.65% NO 150 54.35% Total 276 100%
Yes
NO
46% 54%
We can say that approx 46% customers have experienced problems while using the product. Approx 54% customers have not experienced problems while using the product.
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Que.10: Which kinds of problems have you experienced? Problems Skin reaction Hair fall Redness Acne Black spots Total Users 37 32 16 16 25 126 Percentage 29.36% 25.4% 12.7% 12.7% 19.84% 100%
Problems
Skin reaction Hair fall Redness Acne Black spots
20%
29%
13% 13%
25%
From the above chart, we can conclude that 29% of customers having problem like skin reaction and 25% of them having problem like hair fall. Approx 20% of them has black spots on their face. 13-13% of them having redness and acne kind of problems.
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Que.11: Are you satisfied with this brand? Yes 262 94.93% No 14 5.07% Total 276 100%
Satisfaction
Yes 5% No
95%
From the above chart, we can find that majority of the respondents (approx 95%) are satisfied with their brand. Approx 5% of them are dissatisfied with their brand.
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Que.12: Will you continue to buy this brand? Yes 262 94.93% No 14 5.07% Total 276 100%
Yes
No
5%
95%
From the above chart, we can find that majority of the respondents (approx 95%) will continue with their brand. Approx 5% of them will not continue with their brand.
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Que.13: If no, which brand do you prefer to buy in nearer future? Brands Park Avenue Garnier L’Oreal Revlon Sisley Aveeno Wild stone Fair & Handsome Set wet Axe effect Total Users 8 12 2 3 4 2 3 5 7 5 51 Percentage 15.69% 23.53% 3.92% 5.88% 7.84% 3.93% 5.88% 9.8% 13.73% 9.8% 100%
Users
Park Avenue Revlon Wild stone Axe effect 10% 14% 15% 23% 10% 6% 4% 8% 6% 4% Garnier Sisley Fair & Handsome L’Oreal Aveeno Set wet
Majority of the customers (approx 23%) will like to select Garnier in future. 4-4% customers will like to select L’Oreal and Aveeno in future which is lesser than the others. K.S.SCHOOL OF BUSINESS MANAGEMENT
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Que.14: Why don’t you use cosmetics? Reasons No need High price Side effects Total Reply of nonusers 144 26 54 224 Percentage 64.29% 11.61% 24.10% 100%
Reasons
No need High price Side effects
24%
12%
64%
From the above chart, we can say that majority of the people (approx 64%) don’t use the cosmetics because of they don’t need it. Secondly, approx 24% of them don’t use the cosmetics because of side effects. Approx 12% of them are not using the cosmetics because of its high price.
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Que.15: Are you thinking of buying a cosmetic in nearer future? Yes 85 37.94% No 139 62.05%
Future users
Yes No
38%
62%
From the above chart, we can find that majority of the people (62.05%) are not thinking of buying cosmetics in nearer future. Secondly, 37.94% people are thinking of buying cosmetics in nearer future.
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Que.16: if yes then which brand would you prefer? Brands Park Avenue Garnier L’Oreal Revlon Sisley Aveeno Wild stone Fair & Handsome Set wet Axe effect Future users 15 30 8 4 5 3 10 25 10 5 Percentage 13.04% 26.09% 6.96% 3.47% 4.35% 2.61% 8.7% 21.74% 8.6% 4.35%
Brands
Park Avenue Revlon Wild stone Axe effect 9% 4% 13% Garnier Sisley Fair & Handsome L’Oreal Aveeno Set wet
22%
26%
9%
3% 4% 3% 7%
From the above chart, we can find that majority of the people (26.09%) wants to buy Garnier in future. 3-3% of customers want to buy Revlon and Aveeno in future.
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INOCME AND BRAND Income Brand Park Avenue Wild stone Fair & Handsome Set wet Axe effect Garnier L’Oreal Sisley Aveeno Revlon Other Total Up to 40000 7 8 12 15 3 14 10 5 0 1 0 75 4000080000 8 7 15 25 4 15 12 2 0 3 3 94 80000120000 7 8 13 17 4 21 10 3 2 2 3 90 120000160000 3 7 10 13 6 18 7 5 1 2 2 74 Above 160000 4 2 14 20 7 22 4 3 3 4 1 84 Total
29 32 64 90 24 90 43 18 6 12 9 417
90 80 70 60 50 40 30 20 10 0 Park Avenue Set wet Axe effect Sisley Aveeno Garnier Wild stone Fair & Handsome L’Oreal Revlon Other
Income[p.a(Rs.)]
Above 160000 120000-160000 80000-120000 40000-80000 Up to 40000
Brands
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From the above chart, we can conclude that Garnier is more preferred by the group whose yearly income is Rs. 80000 to Rs. 160000 and more. Aveeno is least preferred by the all type of income groups.
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SATISFACTION Answer Brand Park Avenue Wild stone Fair & Handsome Set wet Axe effect Garnier L’Oreal Sisley Aveeno Revlon Other Total Yes No Total
21 27 61 84 20 85 38 13 4 9 6 368
8 5 3 6 4 5 5 5 2 3 3 49
29 32 64 90 24 90 43 18 6 12 9 417
90 80 70 60 50 40 30 20 10 0
Answer
Yes No
Brands
From the above chart, we can conclude that Most of the customers are satisfied with their brands.
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REASON AND BRAND Reason Brand Park Avenue Wild stone Fair & Handsome Set wet Axe effect Garnier L’Oreal Sisley Aveeno Revlon Total Low Price 2 0 7 4 2 5 1 2 2 4 29 Brand Name 16 11 5 17 8 24 4 4 2 2 93 Better Quality 16 16 12 32 15 46 12 5 7 8 169 Look Natural more Ingredients handsome 11 2 0 23 0 0 22 8 0 0 0 64 1 10 2 4 12 1 2 2 3 39 Total
47 28 57 55 29 109 26 13 13 17 394
120 100 Reasons 80 60 40 20 0 Natural Ingredients Look more handsome Better Quality
Park Avenue
Set wet
Axe effect
L’Oreal
Sisley
Wild stone
Aveeno
Garnier
Fair & Handsome
Revlon
Brand Name Low Praice
Brands
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From the above chart, we can conclude that customers using their brands because of their better quality. Brand name also attracts the consumers. Some may use one particular brand because they want to look more handsome.
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ANALYSIS OF DEALERS’ QUESTIONNAIRE
BUSINESS DURATION
Business Duration 1-5 Years 5-10 Years 10-15 Years More than 15 Years Total
Dealers 13 18 10 9 50
Percentage 26% 36% 20% 18% 100%
Business Duration
1-5 Years 5-10 Years 10-15 Years More than 15 Years
18% 20%
26%
36%
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From the above chart we can see the 36% of dealers covered under the survey are in this business for 5 to 10 years. Around 26% of them are in this field from 1 to 5 years. The 20% of them are doing this business for 10 to 15 Years. 18% % of them are in this field from more than 15 Years.
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BRAND STORED BY RETAILER Years Brands Park Avenue Axe effect Garnier Wild stone Set wet L’Oreal Fair & Handsome Total 1-5 Years 4 6 8 6 5 5 6 40 5-10 Years 7 9 12 7 6 8 10 59 10-15 Years 5 3 9 2 4 2 6 31 More than 15 Years 5 3 8 3 1 2 3 25 Total 21 21 37 18 16 17 25 155
14 12 10 Years 8 6 4 2 0 1-5 Years 5-10 Years 10-15 Years More than 15 Years
Brands
From the above information, we can conclude that all type of dealer mostly stored the cosmetics of Garnier. Second large stock of cosmetics they are keeping is of Fair & Handsome.
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The dealers who are in this business for more than 15 Years have stored less stock of Set Wet and L’Oreal i.e. they are giving more preference to Brand companies.
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HIGHEST SELLING BRAND Highest Selling Brand Park Avenue Garnier L’Oreal Axe effect Set Wet Wild Stone Fair & Handsome Total Dealer 20 40 15 25 28 7 35 170 Percentage 11.76% 23.53% 8.82% 14.71% 16.47% 4.12% 20.59% 100%
Highest Selling Brand
Park Avenue Axe effect Fair & Handsome 12% 21% 4% 16% 15% 9% 23% Garnier Set Wet L’Oreal Wild Stone
Garnier is the highest selling brand (23.53%) among all the brands. Second highest sold out is of Fair & Handsome (20.59%). From the above graph given above, we can see that the lowest selling brand i.e. only 4.12%.
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MONTHLY SALE (Rs) Years Sale (Rs.) 1000-5000 5001-10000 1000115000 1500120000 Above 20000 Total 1-5 Years 5 4 3 1 0 13 5-10 Years 4 3 8 2 1 18 10-15 Years 0 1 3 5 1 10 More than 15 Years 0 1 2 2 4 9 Total 9 9 16 10 6 50
Above 20000 15001-20000 Sale (Rs.) More than 15 Years 10001-15000 5001-10000 1000-5000 0 2 4 Years 6 8 10-15 Years 5-10 Years 1-5 Years
Average monthly earnings of Dealers in this business for 1-5 Years are Rs 100015000. Average monthly earnings of Dealers in this business for 10-15 Years are Rs 10000-20000. They have the competitive edge over their rivals.
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PROMOTIONAL OFFERS
`Brand Park Garnier Set Axe L’Oreal Fair & Wild Total Offers Avenue wet effect Handsome Stone Discount 2 10 5 3 0 5 0 25 Tie up in 0 3 2 2 1 3 2 13 promotion Coupon 0 0 2 0 1 2 0 5 Lucky 3 0 2 0 1 0 1 7 Draw Total 5 13 11 5 3 10 3 50
10 9 8 7 6 5 4 3 2 1 0
Promotional Offers
Discount Tie up in promotion Coupon Lucky Draw
Brands
From the above table, we can see that in case of highest selling brand, company gives them discount as a promotional support.
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COMPLAINTS
Brands Park Garnier Set Axe L’Oreal Fair & Wild Total wet effect Handsome Stone Complaints Avenue Low 0 0 1 0 2 2 0 5 Quality High Price 5 8 2 5 7 0 3 30 Harmful 4 3 4 2 2 0 0 15 for Skin Total 9 11 7 7 11 2 3 50
Wild Stone Fair & Handsome L’Oreal Brands Axe effect Set wet Garnier Park Avenue 0 2 4 Complaints 6 8 Harmful for Skin High Price Low Quality
Major complaints are found in high price and harmful for skins.
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FINDINGS
? About 55% of the people surveyed use cosmetics. ? People are looking for the lower prices of cosmetics providing better quality. ? TV advertisements are the major source of information for the potential customers. ? People pay more importance to the overall quality of cosmetics. ? Potential customers will not compromise with the quality. ? Most of the people are satisfied with their cosmetics. ? Some customers use the cosmetics suggested by dermatologist.
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Limitations
? Survey is limited to only 500 consumers and 50 dealers. ? Talking about chain, we were constrained about only to one city Ahmadabad & we did not take other into consideration. ? Due to limited recourses, we were not able to cover all the areas for our research. ? It was able-personal based survey, but the interest level differed from people to people. The details enclosed in this project are based on the survey conducted by us. So it might be possible that we might have left out some MRP details. We are doing this kind of survey for the first time so there can be some hidden mistakes done by us. ? There is no response from dealers that is why surveyed only 50 dealers.
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Conclusion
“Any education is incomplete without practical knowledge” Our project taught us which the books just said. We actually learnt how things work in real life. Apart from project work, we also enriched the communication skills. We came to know the tendency of the people, education, occupation and age groups etc, which increases our knowledge. This has been our first step towards getting acquainted with the real business world, what we have learned will definitely help us in enhancing our academic career we look towards to such projects in future. We like to conclude our data, which efficiently analysed by ourselves. We got this data from dealers, consumers & different sources of media. From that we reached on the following conclusion: ? Future industry of cosmetics for men is shining. ? It has so many dimensions of growth. ? Especially, branded sector has prospective market.
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Bibliography
BOOK: MARKETING MANAGEMENT PHILIP KOTLER
PREVIOUS YEARS PROJECTS:
WEBOGRAPHY
Supported by “Google” www.Snapdeal.com www.e.How.com www.garnier.com
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K.S.SCHOOL OF BUSINESS MANAGEMENT : CONSUMERS SURVEY OF COSMETICS FOR MEN:
1. NAME: _________________________________________
2. AREA: ___________________________________________
3. AGE: [ ] 18-28 YEARS [ ] 39-48 YEARS 4. OCCUPATION: [ ] BUSINESS [ ] STUDY [ ] SERVICE [ ] OTHER, SPECIFIED___________ [ ] 29-38 YEARS [ ] 49 YEARS AND ABOVE
5. FAMILY INCOME[PER ANNUM(Rs)]: [ ] UP TO 40000 [ ] 80000-120000 [ ] ABOVE 160000 6. DO YOU USE COSMETICS? [ ] YES [ ] NO [ ] 10000-80000 [ ] 120000-160000
IF YES THEN CONTINUE AND IF NO THEN GO TO SECTION B.
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SECTION A
1) WHICH COSMETICS DO YOU USE? [ ] GEL [ ] FACE WASH [ ] BODY LOTION [ ] OTHER, SPECIFIED__________ 2) WHICH PARTICULAR BRAND DO YOU PREFER? [ ] PARK AVENUE [ ] SISLEY [ ] L’OREAL [ ] WILD STONE [ ] SET WET [ ] OTHER, SPECIFIED__________ 3) HOW DO YOU KNOW ABOUT THIS BRAND? [ ] TV ADVERTISE [ ] FRIENDS/ RELATIVES [ ] NEWS PAPER [ ] OTHER, SPECIFIED__________ [ ] GARNIER [ ] REVLON [ ] AVEENO [ ] FAIR & HANDSOME [ ] AXE EFFECT [ ] DEODORANT [ ] FAIRNESS CREAM [ ] POWDER
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4) WHY DO YOU PREFER THIS BRAND? [ ] LOW PRICE [ ] BRAND NAME [ ] BETTER QUALITY [ ] MAKE YOU LOOOK MORE HANDSOME [ ] IT CONTAINS NATURAL INGREDIENTS [ ] SPECIFY IF ANY OTHER_____________ 5) HAVE YOU EXPERIENCED ANY PROBLEM WHILE USING THE PRODUCT? [ ] YES [ ] NO
6) IF YES, WHICH KIND OF PROBLEM? [ ] SKIN REACTION [ ] REDNESS [ ] BLACK SPOTS [ ] HAIR FALL [ ] ACNE [ ] OTHER, SPECIFIED__________
7) ARE YOU SATISFIED WITH YOUR BRAND? [ ] YES [ ] NO
IF NO, GIVE SUGGESTION TO IMPROVE? ____________________________________________
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8) WILL YOU CONTINUE TO DUY THIS BRAND? [ ] YES [ ] NO
IF NO, WHICH BRAND DO YOU PREFER TO BUY IN NEARER FUTURE? [ ] PARK AVENUE [ ] SISLEY [ ] L’OREAL [ ] WILD STONE [ ] SET WET [ ] OTHER, SPECIFIED__________ [ ] GARNIER [ ] REVLON [ ] AVEENO [ ] FAIR & HANDSOME [ ] AXE EFFECT
SECTION B 1) WHY DON’T YOU USE COSMETICS? [ ] NO NEED [ ] SIDE EFFECTS [ ] HIGH PRICE [ ] OTHER, SPECIFIED_________
2) ARE YOU THINKING OF BUYING COSMETICS IN NEARER FUTURE? [ ] YES [ ] NO
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3) IF YES THEN WHICH BRAND WOULD YOU PREFER? [ ] PARK AVENUE [ ] SISLEY [ ] L’OREAL [ ] WILD STONE [ ] SET WET [ ] OTHER, SPECIFIED__________ 4) WHY DO YOU PREFER IT? __________________________________________ [ ] GARNIER [ ] REVLON [ ] AVEENO [ ] FAIR & HANDSOME [ ] AXE EFFECT
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K.S.School of Business Management Market Research on Retailer
1. NAME: ___________________________________________ 2. AREA: ____________________________________________ 3. ESTABLISHMENT YEAR OF YOUR STORE: __________________ 4. WHICH OF THE FOLLOWING BRANDS OF COSMETICS DO YOU DEAL WITH? [ ] PARK AVENUE [ ] GARNIER [ ] WILD STONE [ ] SET WET [ ] AXE EFFECT [ ] L’OREAL [ ] FAIR & HANDSOME [ ] OTHER (SPECIFY) ________
5. WHICH ARE THE HIGHEST SELLING BRANDS? [ ] PARK AVENUE [ ] GARNIER [ ] WILD STONE [ ] SET WET [ ] AXE EFFECT [ ] L’OREAL [ ] FAIR & HANDSOME [ ] OTHER (SPECIFY) ________
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6. WHICH KIND OF PROMOTIONAL OFFERS DOES A COMPANY UNDERTAKE? [ ] DISCOUNT [ ] TIE UP IN PROMOTION [ ] COUPON [ ] LUCKY DRAW [ ] OTHER (SPECIFY) ________ 7. HAVE YOU PROVIDE ONLINR MARKETING? [ ] YES [ ] NO
8. WHAT IS THE LEVEL OF COMPRTITION IN THE MARKET? [ ] LOW [ ] HIGH [ ] MEDIUM [ ] VERY HIGH
9. WHAT IS YOUR MONTHLY SALE OF COSMETICS? ________________________ 10. DO YOU KNOW THE SALE OF BRANDED COSMETICS IS BEING REDUCED DUE TO THE AVILABILITY OF EASY AND CHEAP PRODUCT? [ ] YES IF YES, GIVE SUGGESTION TO INCREASE THE SALE, __________________________________________________ [ ] NO
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11. WHICH ARE THE COMMON COMPLAINTS RECEIVED FROM THE CUSTOMERS? [ ] LOW QUALITY [ ] HIGH PRICE [ ] HARMFUL FOR SKIN [ ] OTHER (SPECIFY)_______________
THANK YOU
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