Cavin Care Project

8/6/2019 Cavin Care Project

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INTRODUCTION

The Indian FMCG sector is the fourth largest in the economyand has a market size of US$13.1 billion. Well-established

distribution networks, as well as intense competition betweenthe organised and unorganized segments are the

characteristics of this sector. FMCG in India has a strong and

competitive MNC presence across the entire value chain.It has

been predicted that the FMCG market will reach to US$ 33.4

billion in 2015 from US $ billion 11.6 in 2003.


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PROJECT: CATEGORY ANALYSIS OF TALCUMPRODUCT

AREA- DELHI SAMPLE COLLECTED FROM 200 RETAIL

SHOPS.


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PERSONAL CARE PRODUCTS

Personal care products are the key constituents

of the Fast Moving Consumer Goods(FMCG)

sector.

Personal care Products are further divided into 6

categories:

Oral care

Hair care - oils


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Hair care - shampoos

Skin care Cosmetics -Talcum powder is the most

popular cosmetic product in India. This market

is estimated at Rs 3.5 bn and is yet growing at10-12% pa. Awareness is very high at 80%,

with a penetration of 45.4% in urban areas

and 25.2% in rural areas.

Feminine Hygiene


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TALCUM POWDER INDUSTRY

The talcum powder industry can be divided

under these headings:

Fragrance talcum powder

Prickly heat powder

Cool talcum powder, and

Baby powder


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DATA ANALYSIS AND

INTERPRETATION


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BRANDS Total MARKET SHARE(%)

Ponds 2240 19.10

Cinthol talc 600 5.12

Emami Boro plus 240 2.05

Denim 920 7.84Nycil 2040 17.39

FA talc 100 0.85

Navratna cool talc 1040 8.87

Dermicool 1880 16.03

Spinz 360 3.07

Johnson &Johnson 800 6.82

lifebuoy Talc 320 2.73

EVA 200 1.71

Yardly 200 1.71

Wild stone 400 3.41

Zatak 240 2.05

Temptation 90 0.77

Itch guard 60 0.51

TABLE-1 COMPARISION OF OVER ALL TALCUM POWDER INDUSTRY.

On analysing the number of units of each brand of talcum powder kept in the stock by the

retailers and then finding the percentage of each brands, the following results are obtained.


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Table-2 :Comparison of Fragrancetalcum powder brands.

On analysing thenumber of units of each

fragrance talcumpowder brand kept in

the stock by the

retailers and then

finding the percentageof each brands the

following results are

obtained.

BRANDSBRANDSTOTAL No. OFTOTAL No. OF

UNITSUNITS

PERCENTAGEPERCENTAGE

CALCULATEDCALCULATED

PONDSPONDS 22402240 5151

DENIMDENIM 920920 2121

FA TALCFA TALC 100100 22

SPINZ TALCSPINZ TALC 360360 88

EVAEVA 200200 55

YARDLYYARDLY 200200 55

ZATAKZATAK 240240 66

TEMPTATIONTEMPTATION 9090 22


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1

2

4

8

16

32

64

P rc tag

51% 21% 2% 8% 5% 5% 6% 2%51% 21% 2% 8% 5% 5% 6% 2%


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TABLE-3 :Comparison ofPrickly heat

powder brands. On analysing the

number of units of each

prickly heat powderbrand kept in the stock

by the retailers and

then finding the

percentage of eachbrands the following

results are obtained.

BRANDSBRANDS

TOTAL No.TOTAL No.

OF UNITSOF UNITSPERCENTAGEPERCENTAGE

CALCULATEDCALCULATED

NYCIL TALCNYCIL TALC 20402040 47.4447.44

DERMICOOLDERMICOOL 18801880 43.7243.72

ITCH GUARD TALCITCH GUARD TALC 6060 1.401.40

LIFEBUOY TALCLIFEBUOY TALC 320320 7.447.44


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1

2

4

8

1

32

4

NYCIL TALC DERMICOOL ITCH GUARD TALC LIFEBUOY TALC

PERCENTAGE

47.44% 43.72% 1.4% 7.44%47.44% 43.72% 1.4% 7.44%


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TABLE-4 :Comparison of Cool Talcum

powder brands.

On analysing thenumber of units of each

cool talcum powderbrand kept in the stock

by the retailers and

then finding the

percentage of eachbrands the following

results are obtained.

BRANDSBRANDS

TOTALTOTAL

No. OFNo. OF

UNITSUNITS

PERCEPERCE

NTAGENTAGE

CALCUCALCU

LATEDLATED

CINTHOL TALCCINTHOL TALC 600600 2626

EMAMI BOROPLUSEMAMI BOROPLUS

ICE TALCICE TALC 240240 1111

NAVRATNA COOLNAVRATNA COOLTALCTALC 10401040 4646

WILD STONEWILD STONE 400400 1818


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05

10

15

20

25

30

35

40

45

50

CINTHOL TALCEMAMI BOROPLUS ICE TALCNAVRATNA COOL TALCWILD STONE

PERCENTAGE

26% 11% 46% 18%26% 11% 46% 18%


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TABLE-5 ANALYSIS OF DEMAND OF

CONSUMERS FOR TALCUMP

OWDER.(MOSTLY/AVERAGE/LOW)

During summer seasonthe demand are as

follows:

During other seasonsthe demand is asfollows:

BRANDBRAND DEMANDDEMAND

NYCIL TALCNYCIL TALC MOSTLYMOSTLY

DERMICOOL TALCDERMICOOL TALC MOSTLYMOSTLY

NAVRATNA COOL TALCNAVRATNA COOL TALC LOWLOW

BRANDBRAND DEMANDDEMAND

PONDSPONDS MOSTLYMOSTLY

DENIM TALCDENIM TALC AVERAGEAVERAGE

SPINZ/ZATAKSPINZ/ZATAK LOWLOW

N.B:There was no clear mandate for summer brands by the retailers as per the data collected.


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TABLE-6 COMPARISION OF CONSUMERBEHAVIOR FOR BUYING A TALCUM

POWDER.

On analysing the dataprovided by the retailers

on a 5 point scale and

then calculating the

percentage of such data

following results is

produced.

FACTORS PERCENTAGE

PRICE 15 %

FUNCTION 24 %

QUANTITY 15 %

BRAND NAME 29 %

DISCOUNT /

OFFER

17 %


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15%

24%

15%

29%

17%

Price

FunctionQuantity

Brand name

Discount/ Offer


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TABLE-7 COMPARISION OF IMPORTANT FACTORSFOR A CONSUMER FOR BUYING A TALCUM

POWDER.

On analysing the dataprovided by the retailers

on a 5 point scale and

then calculating the

percentage of such data

following results is

produced.

FACTORSFACTORS PERCENTAGPERCENTAGEE

Soothing &Soothing &CoolingCooling

2121

FragranceFragrance 2828

Prickly heatPrickly heat 2424AntiAnti perspirantperspirant 1616

Softness & OilSoftness & Oilabsorptionabsorption

1111


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21%21%

28%28%24%24%

16%16%

11%11% Soothing &

Cooling

Fragrance

Prickly heat

Anti perspirant

Softness and oil

absorption


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Buyers

58.82%

Familymembers

11.76%

Retailer

29.42%

Table-8 Who chooses a brand ?

The question gives mandate about the decision made during thepurchase of a talcum powder brand. The response collected by theretailers on analysis indicate that in 58.82% of buyer are aware of thereproduct to be purchased and demand for the same, in 11.76 cases thefamily members direct the course and in 29.42% the retailer suggestthem to buy .


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38%

62%

Single user brands

Brands for family use

TABLE-9 ANALYSISOF TYPE OF

BRANDPREFERED FORCONSUMPTION.

When asked which type ofbrand is preferred by theconsumers for their consumption

the results were as follows:


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TABLE-10 ANALYSIS OF PSYCHOGRAPHY OF

CONSUMERS FOR TALCUMP

OWDER BRAND:On the basis of data given by the retailers the following

analysis can be done:

23

30-36

24

24-30

27

AGEAGE

PERCENTAGEPERCENTAGE

N.B: No clear result was obtained when asked about the gender of the consumers, all retailers respond thatsimilar number of female and male come for buying talcum powders.


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TABLE-11 SHOWS THE DESCRIPTION

OF CONSUMERS.

The description provided by the retailers on the basis of theoccupation of their consumers the following interpretationcan be done:


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0

5

1015

20

25

30

35

40

PERCENTAGE


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TABLE-13 FREQUENCY OF PURCHASE

QUANTITY WEEKLY FORTNIGHT MONTHLY 2MONTHS

20 gms 7%

50 gms 4 % 4%

100 gms 32 % 11 %

200 gms and

above

24% 13 %

When asked about the frequency of purchase or the buying tendency of the consumer i.e

the normal interval between their buying , different results were obtained for different

quantity of talcum powder.


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SUGGESTIONS :

A common suggestion from most of the retailers:

1. The price printed on the body should be bold so

that one can see them without effort.( N.B. most of the retailers were middle aged

persons and the have difficulty to see the minutely

printed price on the body of the talcum powder.)2.The fragrance must withstand for a longer period

like those of deodorants.


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A THREAT TO THE INDUSTRY

THE SMELL NICE GENERATION:

For most of the year, India is a sweaty, tropical country.But for more than fifty years after Independence, mostIndians did not seem to care.For decades, they could dowith talcum powder to take care of the sweat. Now they do

care. They watch television. They watch foreignchannels.They watch glamourous women and women whopresumably smell good. They are learning about sexappeal.


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The result? According to data available withORG, deodorants are already estimated to be a US$ 35million market, growing at 15 percent a year, and knownto be rapidly replacing talcs. This also means thatdeodorants will cannibalize into the talcum powder

market of over US$ 125 million. And this is just theofficial version of the size of the market. Industrywatchers believe that the real size of India's deo marketcould be upward of US$ 65 million.


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Key drivers that have resulted in the growth of deodrantsmarket:

Growing awareness of deodorants:

Effective pricing: Increased penetration in rural

Heavy advertising:

Help from the Government:

SOURCE:www.ibef.org


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Key findings from the retailers:

1. D you think deodorant market is growing at a more pace than talcum powder?

YES 45 %

NO 55%

N.B: April to July is typical season for prickly heat powder.

Rapid growth of modern stores (malls) may attract customers for deodorants(specially imported)

2. Factor which is more important for the growth of deodorant market in India?

This answer is marked on a 5 point rating scale where 5 is for highest and 1 is thelowest.

FACTORS RATINGS

EFFECTIVEPRICING 1

GROWING AWARENESS 4

HEAVY ADVERTISING 5

REDUCED CUSTOM DUTIES 3

INCREASEDPENETRATION 2


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3. Which age group of people are more prone todeodorant use?

0

10

20

30

40

50

0

YOUNG

55 %

MIDDLE AGE

38%

OLD AGE

7 %

PERCENTAGE


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Cavin Care Project