CONTENTS

S.no Topic PAGE no.

1

Introduction 1 2

Scope of the Study 6 3

Objective 7 4

Company profile 9 5 Product profile 33 6 Review of literature 45 7

Research methodology 50 8

Limitations 53 9

Data analysis and interpretation 55

10

Findings 84 11

Recommendations 88

12 Suggestions 90

13 Conclusion 92

14 Annexure 94

15 Bibliography 97

CHAPTER -1

INTRODUCTION TO MARKETING

Marketing is a social and managerial process by which

individuals and groups obtain what they need or want through

creating, offering, and exchanging products of value with

others.

This definition of marketing rests on the following core

concepts: Needs, wants, and demands; products (goods, services

and ideas); markets; and marketers and prospects. These

concepts are illustrated

TRENDS:

Marketing is not like Euclidean geometry, a fixed system of

concepts and axioms. Rather, marketing is one of the most

dynamic fields within the management arena. The marketplace

continually throws out fresh challenges, and companies must

respond. Therefore it is not surprising that new marketing ideas

keep surfacing to meet the new marketplace challenges.

A growing emphasis on quality, value and consumer perception.

A growing emphasis on relationship building and customer

retention.

A growing emphasis on building strategic alliances and

networks.

A growing emphasis on global thinking and local market

planning.

A growing emphasis on direct and online marketing.

A growing emphasis on services marketing.

A growing emphasis on ethical marketing behavior.

INTRODUCTION

The study “A comparative study of BRAND X facewash and its

competitor brands” is mainly concerned with the retail market in

Saharanpur .I had gone through some number of retail outlets in

every area comprising big or small and tried to cover major area in

Saharanpur. One of the reason for this study had been understood

and to find out the position of COMPANY A’s personal care

products in the market and to know what is the distribution channel

through which the retailer get the product of COMPANY A’s

LTD. As retailers are the last intermediaries in the distribution

channel who delivers the product to the final consumer and they

very much depends upon the retail markets to get the desired

product.

In the first part of my study, I prepared a questionnaire to

know the visibility, availability and demand of BRAND X

facewash in comparison to its competitor brands. And on that basis

I came to know which brand in facewash is more in demand by the

customer and where BRAND X facewash stands in the market.

In the second part of my study, I had focused on retailer’s

perception about other brands of facewash and their margin on that

product.

In the third part of my study, I tried to get insight into the

strategies of leading players of face wash.

SCOPE OF THE STUDY

As learning is a human activity and is as natural, as

breathing. Despite of the fact that learning is all pervasive

in our lives, psychologists do not agree on how learning

takes place. How individuals learn is a matter of interest to

marketers. They want to teach retailers in their roles as their

roles as consumers. They want retailers to learn about their

products, product attributes, potential consumers benefit,

how to use, maintain or even d i s p o s e o f t h e

p r o d u c t   a n d   n e w   w a y s   o f   b e h a v i n g   t h a t   w i l l

s a t i s f y n o t   o n l y   t h e consumer’s needs, but the marketer’s

objectives.

The scope of my study restricts itself to the analysis of

retailer and consumers preferences, perception and consumption

about the various brands of face wash. There are many

brands of face wash available in the market, in which I have

to study about the comparative analysis of various brands

available in the market. The scope of my study is also

restricted itself to Saharanpur region only.

OBJECTIVE OF THE STUDY

To find out the availability of different face wash brands in the retail market.

To find out margin of the retailer.

To find out market potential.

To study the consumer perception towards Brand X face wash.

Chapter – 2

COMPANY OVERVIEW

COMPANY A one of the India’s foremost private sector

companies with a market capitalization of nearly US $ 15 billion &

a turnover of US.

$ 6 billion. Rated among the world’s Leading Companies by

Forbes Magazine, COMPANY A rank third in pre –tax profit

among India’s private.

Sector Corporation, COMPANY A has a diversified presence in

Cigarettes, Hotels, Paperboard & specialty papers, packaging,

Agri-Business, Branded Apparel, Packaged Foods, Confectionery,

Greetings Cards & other FMCG Products. While COMPANY A is

outstanding market leader in its traditional businesses of

Cigarettes, Hotels, paperboard & specialty papers, packaging and

Agri-Exports, it is rapidly gaining market shares even in its nascent

business of Branded Apparel, Greeting Cards & packaged Food

and confectionery.

As India’s most valuable and respected Corporations, COMPANY

A is widely perceived to be dedicatedly nation- oriented .Chairman

YS Deveshwar calls this source of inspiration (a commitment

beyond the market). In his own words; (COMPANY A

believes that its aspiration to create enduring value

for the nation provides the motive force to sustain

growing shareholders value .COMPANY A practices

this philosophy by not only driving each of its

business towards international competitiveness but

by also consciously contributing to enhancing the

competitiveness of the larger value chain of which it

is a part).

COMPANY A’s diversified status originated from its corporate

strategy aimed at creating multiple drivers of growth anchored on

its time –tested core competencies: unmatched distribution reach

superior brand building capabilities, effective supply chain

management & acknowledged services skills in hotelier. Over

time, the strategic forays into new businesses are expected to

grammar a significant share of these emerging high –growth

markets in India.

COMPANY A VISION

Sustain COMPANY A‘s position as one of the India’s most valuable

Corporations through world class performance, creating growing

Value for the Indian and the company’s stakeholders.

COMPANY A MISSION

To enhance the wealth generating capabilities of Enterprises in a

globalization environment, delivering superior & sustainable

stakeholder value .Over the years, COMPANY A has evolved

from a single Product Company to a multiple business

corporation. Its business separated over a wide spectrum,

ranging from cigarettes & tobacco to hotel packaging, paper &

paperboard & international.

COMMODITIES TRADING

COMPANY A defied corporate Governance as a systematic

process by which companies are directed & controlled to

Enhancing their wealth generating capacity.

Since large corporation employ wast quantum of a societal

Resources we believe that the governance process should ensure

that meets stakeholder’s aspirations & societal expectations

CORE PRINCIPLES

COMPANY A’s Corporate Governance initiative is based on

two core principles .These are

Management must have the executive freedom to drive the

enterprise forward without undue resistant’s and

This freedom of management should be exercised with in

the framework of effective accountability.

CONTROL

COMPANY A believe that control necessary concomitant of its

second core principle of governance that the freedom of

management should be exercised within a framework of

appropriate checks and balances .control should be prevent the

misuse of power, facilities timely managed response to change,

and ensure that business risks are preemptively and effectively

managed.

MOTTO OF THE COMPANY

Listen to our customers & Supply the ideal product at reasonable price.

HISTORY OF

THE COMPANY

HISTORY AND BACKGROUND

COMPANY A was incorporated on August 24, 1910 under

the name of Imperial Tobacco Company of India limited. Its

leased office on RADHA BAZAR Lane Kolkata, was the

center of company’s existence .The company celebrated its

16th birthday on 24 August 1926, by purchasing the plot of

land situated at 37 ,chowringhee (now renamed J.L. Nehru

Road ) Kolkata , for sum Rs 310,000. This decision of the

company was historic in many ways.

Than one. It was to mark the beginning of a long and eventful

journey into India’s future. The company’s headquarter

building ,Virginia House , which came upon that land two

year later , would go on to become one of Kolkata’s most

venerated landmarks. The company’s ownership

progressively indianised, and the company was changed to

I.T.C Limited in 1974. In recognition of the company’s

multi-business portfolio encompassing a wide range of

business –cigarettes & Tobacco, Hotels and Information

Technology, Packaging, paperboards & specialty papers ,

Agri-Exports, Food , lifestyle Retailing and Greeting Gifting

& stationary –the full stop in the Company’s name were

removed effective September 18,2001 .The Company now

stands rechristened COMPANY A Limited.

In 1925 as strategic backward integration for COMPANY

A’s Cigarettes business .It is today India’s most sophisticated

packaging house. In 1975 the company launched its Hotel

business with the acquisition of a hotel in Chennai which was

rechristened COMPANY A-welcome group hotel Chola .The

objectives of COMPANY A’S Entry into hotels business was

rooted in the concept of creating value for the nation.

COMPANY A chose the hotel business for its potential to

earn high level of foreign exchange, create tourism

infrastructure and generate large scale direct and indirect

employment. since then COMPANY A’s Hotel’s business

has grown to occupy a position of leadership , with 66 owned

and managed properties spread across India.

In 1979, entered the paperboards business by promoting

COMPANY A Bhadrachalam Paperboard Limited, which

today has become the market leader in India. Bhadrachalam

Paperboards amalgamated with the Company effective

March 13, 2002 and become a Division of the Company,

Bhadrachalam Paperboard Division. In November 2002, this

Division merged with the Company’s Tribeni Tissues

Division to from the Paperboards & specialty Paper Division.

COMPANY A’s paperboard technology, productivity,

quality and manufacturing processes are comparable to the

best in the world.

In 2004, COMPANY A acquired the paperboard

manufacturing facility of BILT Industrial PACKAGING Co.

Ltd (BIPCO), near Coimbatore, Tamil Nadu. This KOVAI

Unit allows COMPANY A to improve customer service with

reduced lead time and a wide product range.

In 1985, COMPANY A SET up Surya Tobacco Co. in Nepal

as a joint venture with the reputed soaltee group. In August

2002, Surya Nepal Private Limited (Surya Nepal).

In 1990, COMPANY A acquired Tribeni Tissue Limited, a

specialty paper manufacturing company and a major supplier

of tissue paper to the cigarettes industry. The merged entity

was named the Tribeni Tissue Division(TTD). To harness

strategic and operational synergies TTD was merged with the

Bhadrachalam Paperboard Division to from Paperboards &

Specialty Paper Division in November 2002.

Also in 1990, leveraging its agri-sourcing competency,

COMPANY A set up the International Business Division

(IBD) for export of agri-commodities. The division is today

one of India’s largest exporters. COMPANY A’s unique &

now widely acknowledged e-Choupal initiative began in

2002 with soya farmers in Madhya Pradesh. Now it extends

to 6 states covering over 3.1 million farmers.

In 2000, COMPANY A Packaging business high quality

greetings cards under the brand name Expressions. Launched

a line of in 2002, the product range was enlarged with the

introduction of Gift wrappers, Autograph books & slam

books. In the same year, COMPANY A also launched

‘Expressions Matrubhasha’, a vernacular range of greeting

cards in eight Languages & ‘Expressions Paper craft’ a range

of premium stationary products. In 2003, the company rolled

out ‘classmates’, arrange of notebooks in the school

stationary segment.

COMPANY A also entered the Lifestyle retailing business

with the aaa Sport range of international quality relaxed.

Wear for men and women in 2000. The aaa Lifestyle chain of

exclusive stores later expanded its range to include Aaa

Classic formal Wear (2002) & Aaa Club life evening wear

(2003). COMPANY A also initiated a foray into popular

segment with its men’s wear brand, John Players, in 2002.

In 2000 COMPANY A pun off its information technology

business into a wholly owned subsidiary, COMPANY A

InfoTech India Limited. To more aggressively pursue

emerging opportunities in this area.

COMPANY A made its entry into branded & packaged Foods

business in August 2001 with brand launch of the KCompany

Ahens of India. A mare broad-based entry has been made since

June 2002, the ‘mint-o’ trademark was acquired & relaunched in

orange & mint flavors. In the same year ‘Candy man’ was

added to the confectionary range & ‘Aashirvaad’ Atta was

rolled out. The ‘Aashirvaad’ brand now extends to ready-to-eat

foods, ready- to-cook pastes & salts. In 2003 the ‘Candy man’

range was expanded to include deposited candies & éclairs. In

2003 ‘Sun feast’ biscuits were launched & ‘mint-o’ lemon mint

flavor was introduced. In 2004 the ‘KCompany Ahens of India’

brands were extended to cooking pastes.

In 2002, COMPANY A’s philosophy of contributing to

enhancing the competitiveness of the entire value chain found

yet another expression in Safety Matches initiative. COMPANY

A now markets popular safety matches brand like ikno, Mangle

Deep, Vaxlit, Delite & Aim.

COMPANY A’s foray into the marketing of

Agarbattis(incense sticks) in 2003 marked the manifestation

of its partnership with the cottage sector. COMPANY A’s

popular agarbattis brands include Spriha & Mangle Deep

across a range of fragrances like Rose, Jasmine, Sandalwood,

Madhur, Sambrani & Nagachampa.

COMPANY A Registered Office

COMPANY A Limited Virgina House

37 J.L Nehru Road

Kolkata

Pin: 700071

INDIA

An overview of COMPANY A Saharanpur Factory

COMPANY A Saharanpur Factory was established in the year

1926 and is the second oldest among all the cigarette factories

after Merger. It manufactures processed cut tobacco and packed

cigarettes. It has a built up area of 26334 s-m. The facilities

include the production block consisting of primary

manufacturing department (PMD) & secondary manufacturing

department (SMD), leaf go down, WMS go down, FG (shipping

department), utilities, service block, administrative block & gate

house.

Tobacco leaves are purchased from farmers through auction by

ILTD (leaf tobacco division) & are sending to different ITD

factories depending on their requirements. Tobacco leaf is

divided in 2 parts, the lamina (leaf part) & the stem (the midrib

separated from lamina by threshing). Tobaccos leaves are

received in leaf go down & stored till the time they are issued to

PMD for processing.

The PMD process in 2 separated lines (the lamina & stem line

respectively) which result processed cut tobacco which gets

stored in Cut Tobacco Store (CTS). From CTS it is issued to

SMD for production of packed cigarettes. The SMD is divided

into 2 sections- the maker & packer sections. Wrapping

materials stores (WMS) materials are supplied from WMS

materials are all other things cigarettes packet other than

tobacco the maker is responsible for producing cigarettes sticks

& packer section produces packed cigarettes. These are then

sent to the finished goods go down for temporary storage &

eventful shipment from there.

CAREERS WITH COMPANY A

ENTRY LEVEL RECRUITMENT

COMPANY A visits premier Engineering and Management

campuses every year to induct quality talent for its various

Businesses.

MANUFACTURING

COMPANY A induct talent for the technical function from the

5 IITs (Chennai, Delhi, Kanpur, Kharagpur, Powai) and some of

the NIT’s. Engineers from disciplines such as Mechanical,

Electrical and Electronics, Production Engineering, Chemical

and Civil considered for placement.

The process starts in August each year in campus visit and a

pre-placement presentation. This provides an opportunity for

young aspirant to learn more about the Company, its history and

achievements, its corporate strategy, detail about its various

businesses and the kind of careers they can look forward to.

The selection process is objective and robust. A range of

selection tools are used. These includes assessment centers,

group tasks and in depth personal interviews.

Candidates found suitable for employment are immediately

given offers to join COMPANY A in July of the following year.

After a comprehensive induction programme, they are assigned

to various business of the company.

MARKETING AND HUMAN RESOURES

COMPANY A sources talent from the premier Management

Institutes of the country for Marketing and HR functions. These

campuses include the IIM’s, ISB, XLRI, FMS, IIFT, TISS,

JBIMS and Symbiosis.

The pre-placement presentation at campuses, normally in

September/October each year, provides an opportunity for

young aspirants to know more about the company, its history

and achievements, its corporate strategy, detail of various

businesses and the kind of careers they can look forward to.

During these visits, COMPANY A also selects First-year

students for Summer Internships during April to July of the

following year.

A team of COMPANY A manager visits campuses once again

between December and March for final placement. The process

consists of group discussions and personal interviews preceded

by psychometric tests and assessment centers. Employment

offers are made to selected candidates immediately. On joining

COMPANY A in July, candidates undergo an induction

programme before being assigned to one of the Company’s

businesses.

TRADING, SOURCING AND LOGISTICS

COMPANY A visits premier institutes such as IIM, IIFT,

IRMA, and MANAGE to induct talent for its Agri-Business

Division. The pre-placement presentation at

campuses, normally in September/October each year, provides

an opportunity for young aspirants to know more about the

company, its history and achievements, its corporate strategy,

detail of various businesses and the kind of careers they can

look forward to.

FINANCE

COMPANY A recruits entry- level talent for the Finance

function from amongst qualified Charted Accountants and

MBAs specializing in Finance.

Candidates are short-listed for

selection from pool of applicants that apply to COMPANY A

on-line through the Company’s portal at www.Company

Aportal.co. Recruitment of entry level talent in the finance

function takes place twicw a year.

Preliminary interviews are held at

selected locations. The short-listed candidates are called to

Kolkata for the final selection process which extends over two

days. The selection process comprises psychometric tests,

assessment centers, group tasks and personal interviews. The

interviews. The interviewing panel looks for a strong conceptual

base in finance and accounting. Effective inter-personal skills,

integrity, intellectual rigour, a will do attitude, creativity,

leadership and high energy are other essential attributes.

Candidates who receive an offer of employment undergo a

comprehensive induction programme before being assigned

Internal Audit function. The tenure in the Internal Audit

function normally extends over a period of 3 years. Following

this, they are assigned operational responsibility in one of the

Company’s businesses.

Organization

Structure

Board of Directors

C H A I R M A N

Y C Deveshwar

E X E C U T I V E D I R E C T O R S

Nakul Anand P V Dhobale K N Grant

N O N - E X E C U T I V E D I R E C T O R S

A Baijal S Banerjee AV Girija Kumar

S H Khan S B Mathur D K Mehrotra

H G Powell P B Ramanujam Anthony Ruys

Basudeb Sen K Vaidyanath B Vijayaraghavan

Corporate Management Committee

M E M B E R S

Y C DeveshwarChairman

Nakul AnandExecutive Director

P V DhobaleExecutive Director

K N GrantExecutive Director

Anand NayakHuman Resources

T V RamaswamyR&D, Projects,

EH&S

S SivakumarAgri & IT Businesses

K S SureshLegal

Rajiv TandonFinance

B B ChatterjeeSecretarial

 

Products

Of the

company

LINES OF BUSINESS

India Tobacco Division

Foods Division

Lifestyle Retailing Business Division

Personal Care Products Strategic Business Unit

Education & Stationery Products Strategic Business Unit

Safety Matches Strategic Business Unit

Agarbattis Strategic Business Unit

Hotels Division

Paperboards & Specialty Papers Division

Packaging & Printing Strategic Business Unit

Agri Business Division

Agri Business Division – ILTD

CIGRETTES

COMPANY A is the market leader in cigarettes in India.

With its wide range of invaluable brands, COMPANY A has a

leadership position in every segment of the market. COMPANY

A’s highly popular portfolio of brands includes Insignia, India

Kings, Lucky Strike, Classic, Gold Flake, Navy Cut, Players,

Scissors, Capstan, Berkeley, Bristol, Flake, Silk Cut, Duke &

Royal.

The Company has been able to

consolidate its leadership position with single minded focus on

continuous value creation for consumers through significant

investments in creating & bringing to market innovative product

designs, maintaining consistent & superior quality, state-of-the-art

manufacturing technology, & superior marketing and distribution.

With consumers & consumer insights driving strategy,

COMPANY A has been able to fortify market standing in the long-

term, by developing & delivering contemporary offers relevant to

the changing attitudes & aspirations of the constantly evolving

consumer.

COMPANY A's pursuit of international competitiveness is

reflected in its initiatives in overseas markets. In the extremely

competitive US market, COMPANY A offers high-quality, value-

priced cigarettes and Roll-your-own solutions. In West Asia,

COMPANY A has become a key player in the GCC markets

through its export operations.

COMPANY A's cigarettes are manufactured in state-of-the-art

factories at Bengaluru, Munger, Saharanpur, Kolkata and Pune,

with cutting-edge technology & excellent work practices

benchmarked to the best globally. An efficient supply-chain &

distribution network reaches India's popular brands across the

length & breadth of the country.

FOODS

COMPANY A made its entry into the branded & packaged Foods

business in August 2001 with the launch of the KCompany Ahens

of India brand. A more broad-based entry has been made since

June 2002 with brand launches in the Confectionery, Staples and

Snack Foods segments.

The packaged foods business is an ideal avenue to leverage

COMPANY A's proven strengths in the areas of hospitality and

branded cuisine, contemporary packaging and sourcing of

agricultural commodities. COMPANY A's world famous

restaurants like the Bukhara and the Dum Pukht, nurtured by the

Company's Hotels business, demonstrate that COMPANY A has a

deep understanding of the Indian palate and the expertise required

to translate this knowledge into delightful dining experiences for

the consumer. COMPANY A has stood for quality products for

over 100 years to the Indian consumer and several of its brands are

today internationally benchmarked for quality.

The Foods business carries forward this proud tradition to deliver

quality food products to the consumer. All products of COMPANY

A's Foods business available in the market today have been crafted

based on consumer insights developed through extensive market

research. Apart from the current portfolio of products, several new

and innovative products are under development in COMPANY A's

state-of-the-art Product Development facility located at Bengaluru.

Leadership in the Foods business requires a keen understanding of

the supply chain for agricultural produce. COMPANY A has over

the last 100 years established a very close business relationship

with the farming community in India and is currently in the

process of enhancing the Indian farmer's ability to link to global

markets, through the e-Choupal initiative, and produce the quality

demanded by its customers. This long-standing relationship is

being leveraged in sourcing best quality agricultural produce for

COMPANY A's Foods business.

The Foods business is today represented in 4 categories in the

market. These are:

Ready To Eat Foods

Staples

Confectionery

Snack Foods

In order to assure consumers of the highest standards of food

safety and hygiene, COMPANY A is engaged in assisting

outsourced manufacturers in implementing world-class hygiene

standards through HACCP certification. The unwavering

commitment to internationally benchmarked quality standards

enabled COMPANY A to rapidly gain market standing in all its 6

brands:

LIFESTYLE RETAILING

COMPANY A's Lifestyle Retailing Business Division has

established a nationwide retailing presence through itsAaa

Lifestyle chain of exclusive specialty stores. Aaa Lifestyle, the

fashion destination, offers a tempting choice of Aaa Classic work

wear, Aaa Sport relaxed wear, Aaa Clublife evening wear,

fashion accessories and Essenza Di Aaa - an exclusive range of

fine fragrances and bath & body care products and Xxx Di Aaa - a

range of premium shampoos and shower gels. Aaa Lifestyle has

also introduced Aaa Signature designer wear, designed by the

leading designers of the country.

With a distinctive presence across segments at the premium end,

COMPANY A has also established John Players as a brand that

offers a complete fashion wardrobe to the male youth of today.

With its brands, COMPANY A is committed to build a dominant

presence in the apparel market through a robust portfolio of

offerings.

EDUCATION & STATIONARY

COMPANY A made its entry to the education and stationery

business with its aaa brand in the premium segment in 2002; and

later expanded into the popular segment with its aab brand in 2003.

By 2007, aaa became the largest Notebook brand in the country.

Together, aaaab offer a range of products in the Education &

Stationery space to the discerning consumer, providing unrivalled

value in terms of product & price.

COMPANY A is the manufacturer of India's first Ozone treated

environment friendly Elemental Chlorine Free (ECF) pulp, paper

and paperboard. It blends its knowledge of image processing,

printing and conversion garnered from Packaging & Printing

Business with its brand building and trade marketing &

distribution strengths resident in its FMCG business to offer

superior value products to consumers.

to be India's premier FMCG company, recognized for its world-

class quality and enduring consumer trust, COMPANY A forayed

into the Personal Care business in July 2005. In the short period

since its entry, COMPANY A has already launched an array of

brands, each of which offers a unique and superior value

proposition to discerning consumers. Anchored on extensive

consumer research and product development, COMPANY A's

personal care portfolio brings world-class products with clearly

differentiated benefits to quality-seeking consumers.

COMPANY A's Personal Care portfolio under the 'Essenza Di

Aaa', 'Xxx Di Aaa', 'Brand X UltraPro', 'Brand X' and'Brand

y' brands has received encouraging consumer response and is

being progressively extended nationally.

COMPANY A's state-of-the-art manufacturing facility meets

stringent requirements of hygiene and benchmarked manufacturing

practices. Contemporary technology and the latest manufacturing

processes have combined to produce distinctly superior products

which rank high on quality and consumer appeal.

Extensive insights gained by COMPANY A through its numerous

consumer engagements have provided the platform for its R&D

and Product Development teams to develop superior, differentiated

products that meet the consumer's stated and innate needs. The

product formulations use internationally recognized safe

ingredients, subjected to the highest standards of safety and

performance.

 

SWOT ANALYSIS

STRENGTH

Brand Distribution Network Management

WEAKNESS Dependence on Tobacco Revenue Negative Connection of Tobacco

OPPURTUNITIES Rural Market E-choupal Low per capita consumption of personal care

products

THREATS Competition both domestic and international Increasing tax on cigarettes

TEN YEAR GLANCE

S.no Year Gross income (rs.in crore)

1 2002 9982.462 2003 11194.473 2004 12039.924 2005 13585.395 2006 16510.516 2007 19636.537 2008 21966.84

8 2009 23678.469 2010 26862.9810 2011 31423

Chapter-3

Review

of Literature

Top Face Wash Brands in India

One of the most essential personal care products in the market

today Face washes have become an inseparable part of human

existence. Since waking up in the morning and washing our faces

is a part of our daily routine having a good quality face wash is of

prime importance. Face washes were unheard off since a few

decades back. But today it has become part and parcel of our lives.

The benefits of face washes are innumerable and ever since it has

been proved that soaps can be harmful for the facial skin most of

the top face wash companies are on a roll. Face washes are just not

restricted to cleaning properties, if you have the right kind of face

wash that suits your skin type then you can bid goodbye to all

kinds of skin rashes acne etc. The damage caused by the rays of the

sun is also tremendous hence there is a constant need to take care

of your face which is undoubtedly one of the most important parts

of your body. India is home to some of the best face wash brands

in the world. Starting from clean and clear to Himalaya to Pears

and Lakme and Ponds the face wash market in India is fully

saturated. These brands have their own target audience and have

managed to capture a significant market share. Since people do not

like to experiment too much with different products on their skin

these top face wash companies rule the personal care or rather face

wash market in India. With the increasing desire to look good

especially among women these companies keep launching better

products with additional benefits which in turn only benefits the

users. The face wash market in India can be broadly categorized

into herbal or natural and cosmetic. Among the top herbal face

wash brands in India Himalaya gives a tough competition to the

other brands like Garniear and Ponds. As far as the top cosmetic

face wash brands in India are concerned Ponds and Garniear have

huge customer base.

Benefits of using face wash produced by top face wash brands in India

 

With the growing levels of pollutions it is becoming immensely

necessary for one to cleanse their face at regular intervals. Face

washes provide innumerable benefits; some of the advantages of

using a top brand face are as follows;

Nourishes skin 

Unclogs pores

Removes pollutants

Cleanse the skin due to their anti microbial properties

Controls excessive oil

Rejuvenates the skin

Anti inflammatory properties sooth the skin

Removes dead cells

BRAND X FACE WASH

Brand X has augmented the skin care range with the launch of

Brand X Active Essentials and Brand X Active Fair face washes.

The 100% soap free range of Brand X face washes promise soft,

clear and glowing skin after each wash.

 

Brand X Active Essentials Purifying Face Wash: Enriched with

the goodness of green tea, Brand X Active Essentials Purifying

Face Wash not only removes oil from the skin without drying it,

but also fights pimple-causing microbes to prevent breakouts.

 

 

 

 

Brand X Active Essentials 3-in-1 Face Wash + Scrub: Brand X

Active Essentials 3-in-1 Face Wash + Scrub is a unique product

which offers triple benefits of scrubbing, cleansing and

moisturizing. The gentle jojoba scrub reveals a bright and glowing

skin; the cleansing action removes oil, dirt and pollutants from

skin; and the glycerine and pro vitamin E base helps to moisturise

the skin.

 

 

Brand X Active Fair Mild Exfoliating Face Wash with fairness

beads removes dead skin cells and cleanses oil and impurities to

reveal fair and bright skin.

 

 

 

CHAPTER- 4

Research

METHODOLOGY

METHODOLOGY

Proper study is undertaken with the help of the primary data and

secondary data collected from people who are using face washes

and related retailers dealing with face washes.

PRIMARY DATA:

Primary data is an evolution data, which do not exist prior to

initiating an evolution study.

The scheduled questionnaire was administered to a sample

of 50 retailers who deals with selling of face washes and 50

consumers who uses face washes and their responses have been

collected for the comparative analysis of various brands of face

washes.

SECONDARY DATA:

Secondary data is the data maintained by and organized for

use in its normal course or operation and which can be used for

evaluate purposes.

Some of data has been collected by some magazine and internet.

Research Design

A sample size of 50 retail outlets and 50 consumers was

taken.

Sample Procedure

Simple random sampling was done.

Sample Design

Data collection

Graphical representation

Data representation

Selected different market of Saharanpur

Area of Research

Both primary and secondary were collected to meet

objective. Data is taken as per the requirements of the

study.

To collect the primary data, I went to different market of

Saharanpur city.

In this research I have collected the data from the 10

markets and 50 outlets and 50 consumers for collection of

primary data, for collection of secondary data I have used

COMPANY A website, news paper, market trend and

magazine article.

Research Instrument

The study is based on analysis and interpretation of a

questionnaire which was distributed to 50 outlets and 50

consumers. The survey included open and ended in the

questionnaire.

LIMITATIONS OF THE STUDY

The sample survey was not universal due to time and

cost constraints.

As the duration of the study was only 45 days it was

not possible to cover a large sample size.

Only in Saharanpur district (Uttar Pradesh), the

survey has been conducted. This sample may not be

considered as the true study of the whole market.

CHAPTER-5

DATA ANALYSIS AND INTERPRETATION

1. Which of these Face Washes are available in your outlet?

Brands No. of responses PercentageGarnier 3 6%Himalaya 9 9%Ponds 2 4%Vaseline 0 0%All of these 36 72%Total no of respondent

50 100%

No. of responses

GarnierHimalayaPondsVaselineAll of these

INTERPRETATION

This graph shows that in almost all of the outlets, all brands

of face washes are available around 72% of outlets all

brands of face washes were sold. In 9% of outlets we can

observe that the only face wash of Himalaya brand are sold.

6% of outlets are engaged in selling of Garnier face wash

only. Whereas 4% of outlets are selling the ponds face

wash only, while no outlets are selling the Vaseline face

wash only (0%).

2. What are the different sizes of Face wash that are available in your outlet?

Sizes No. of respondent Percentage50-100ml 6 12%100-150 20 40%150-200 19 38%More than 200 ml 5 10%Total no of respondent

50 100%

No. of respondent

50-100ml

100-150

150-200

More than 200 ml

INTERPRETATION

Most of the retailers ie 40%, keep face washes of up to size

100-150ml in their outlets .While 38% of retailers keep

face wash of size up to 150- 200 ml. Whereas 12% of

retailers keep only 50 -100 ml size of face wash, and only

10% of retailers keep face wash in their outlet more than

200ml size.

3. At what price do you sell the product to the customer?

Price No. of respondent PercentageM.R.P 32 64%

Less than M.R.P 18 36%

Total no. of respondents

50 100%

No. of respondent

M.R.PLess than M.R.P

INTERPRETATIONMajority of retailers sell face washes at M.R.P ie 64%,

where as rest of 36% sell the product less than M.R.P.

4. Are you promoting any particular brands of Face wash?

Promotion No. of responses PercentageYes 35 70%No 15 30%Total no. of respondent

50 100%

No. of responses

YesNo

INTERPRETATION

From the above pie chart it is clear that 70% of retailers are

promoting the various brands of face washes and rest of

30% are not supporting any brand of face wash for

promotional activity.

5. If promoting which brands will you recommend to the

Customer and why?

a.Brands No. of responses PercentageHimalaya 26 52%Garnier 9 18%Ponds 2 4%Vaseline 2 4%None 11 22%Total no. of respondent

50 100%

No. of responses

Himalaya GarnierPondsVaselineNone

b.Promotion for No. of responses PercentageMonetary value 27 54%Non Monetary value

12 24%

None 11 22%Total no of respondents

50 100%

No. of responses

Monetary valueNon Monetary value None

INTERPRETATION

a. Around 52% of retailers promoting the Himalaya face wash,

while 22% are not supporting any of these top 4 face wash in

their outlets, 18% of retailers promoting Garnier Face wash

in their outlets while 4% are supporting Ponds and rest of

4% support Vaseline.

b. 2nd graph represents that 54% of retailers promoting face

wash for monetary value while 24% are promoting the face

washes for non monetary value like free gifts etc. rest of

22% are not promoting any brands.

6. What is your profit margin on the sale of a single face wash?

Margin No. of responses PercentageLess than 3% 0 0%3-5% 22 40%More than 5% 33 60%Total no. of respondents 50 100%

No. of responses

Less than 3%3-5%More than 5%

INTERPRETATION

From the graph it is clear that 60% of retailers get more than 5% of

profit margin on the sale of face wash and rest of 40% of retailers

get the profit margin between 3-5%.

7. Is there any, effect on sales of face wash which are being advertised?

Affect on sale No. of respondent PercentageYes 45 90%No 5 10%Total no. of respondents

50 100%

No. of respondent

YesNo

INTERPRETATION

90% of the respondents responded that advertisement affects face

wash the sale of face wash, while rest of 10% believes that

advertisement has no affect on sale on face wash.

8. Which of these is the popular scheme offered by the different

brands?

Schemes No. of respondents Percentage

Free gifts 0 0%

Discounts 19 38%

Extra quantity 29 58%

Buy 1 get 1 free 2 4%

Total no. of respondents

50 100%

No. of respondents

Free giftsDiscountsExtra quantityBuy 1 get 1 free

INTERPRETATION

By this diagram I can infer that 58% responded that different

brand of face wash offers extra quantity to the customer, where

as 38% responded that other scheme like discount in face wash is

offered by the different face wash, 4% believes that offer like buy

1 get 1 free is also the schemes offered by the different brands

while no one responded offer like free gifts are not offered by any

brand to the customer.

9. Do you know that Brand X face washes has been launched in the market?

Awareness No. of respondents PercentageYes 15 70%No 35 30%Total no. of respondents

50 100%

No. of respondents

YesNo

INTERPRETATION

Majority of retailers ie 70% are not aware of that the Brand X face

wash has been launched in the market, while 30% of them are

aware of Brand X face wash that has been launched.

10. Which of these face washes are popular among the customer?

Brands No. of responses PercentageGarnier 11 22%Himalaya 25 50%Ponds 9 18%Vaseline 5 5%Total no. of respondents

50 100%

No. of responses

GarnierHimalayaPondsVaseline

INTERPRETATION

Majority of respondent i.e. 50% that Himalaya face wash is very

popular among the consumers, from the graph I also prefer that

22% responded that Garnier is another famous brand in the market.

18% of retailers are in the favor of ponds face wash in the term of

popularity, only 5% support that Vaseline is another famous brand

among consumer

Analysis for Consumer Based Questionnaire

1) When you think of face wash which particular brand comes into your mind?

Brand No. of responses PercentageGarnier 16 32%Himalaya 27 54%

Ponds 5 10%Brand X 2 4%Total no. of respondent

50 100%

No. of responses

GarnierHimalayaPonds Vivel

INTERPRETATION

By this graph I can infer that 54% of consumers would

prefer Himalaya face wash, where as 32% of consumers think of

Garnier when the concept of face wash comes in their mind, 10%

of them think of ponds and 4% them think of Brand X.

2) What is the factor behind the buying decision of the face wash?

Factors No. of response Percentage

Brand 8 16%

Price 6 12%

Quality 30 60%

Packaging 4 8%

Availability 2 4%

Total no. of

respondents

50 100%

No. of response

Brand Price QualityPackagingAvailability

INTERPRETATION

Majority of consumer ie 60% responded that Quality of face

wash is the main reason for the buying decision of face wash,

whereas 16% of them said that its due to brand value they prefer

particular face wash. 12% responded that price is the defining

factor for the buying decision of face wash, 8% of them responded

that it’s packaging which force them to buy and 4% responded that

it’s the availability of face wash in outlets is the major factor in

buying decision.

3) What do you expect out of the new face wash in term of service?

Factors No .of responses PercentageReduced price 10 20%Variation in flavor

22 44%

Variation for skin type

18 36%

Total no. of respondents

50 100%

No .of responses

Reduced priceVariation in flavorVariation for skin type

INTERPRETATION

From the graph we can know that 44% of consumers like to

have face wash with variation in its flavor, while 36% of them like

expect that face wash with variation for different skins would be

beneficial for them, whereas 20% of consumers expect reduced

price in new face wash.

4) What type of face wash do you require in your face wash?

Requirement No. of responses PercentageHerbal 44 73%Non herbal 16 27%Total no. of respondents

50 100%

No. of responses

Herbal Non herbal

INTERPRETATION

From the following graph I can infer that 73% of respondent

require herbal contents in their face wash, while rest of 27% prefer

face wash without herbal contents.

5) What is the reason for use of face wash?

Reason No. of responses Percentage

Alternative

to soap

10 20%

To have a

fresh feel

34 68%

Skin problem 6 12%

Total no. of

respondents

50 100%

No. of responses

Alternative to soapTo have a fresh feelSkin problem

INTERPRETATION

Majority of consumers ie 68% responded that they use face

wash to have a fresh feel, while 20% of them use face wash as an

alternative to soap, whereas rest of 12% responded that they use

face wash due to skin problem.

6) What is opinion on price Brand X face wash when compared to others?

Opinion No. of responses Percentage

High 26 52%

Moderate 22 44%

Low 2 4%

Total no. of

respondents

50 100%

No. of responses

HighModerateLow

INTERPRETATION

From this pie chart it is clear that 52% of consumers believe

that price of Brand X face wash is very high, whereas 44%

responded that price is moderate and only 4% responded that price

of Brand X face wash is low when compared to other face washes.

Chapter- 6

findings

Retailers Survey Findings

After conducting the survey on comparative analysis of Brand X face wash and others I have found that:

1. Himalaya is the leading brand in the market

in terms of face wash.

2. Face wash of size upto 200ml is available in

the market

3. Retailers are selling face washes below

M.R.P.

4.Retailers are also seen promoting certain

particular brands of face wash

5. Most of the retailers are found to be promoting

Himalaya

face wash for monetary value.

6. Most of the retailers gain profit margin more

than

5%.

7. There is a substantial increase in sales volume

due to advertising effectiveness.

8. Schemes like extra quantity and discounts are

very popular.

9. Most of the retailers are not aware of Brand X

face

wash.

10. Himalaya is the hotcake brand chosen by

customers.

Consumer Survey Findings

1. Garnier and Himalaya face wash are doing well

when compared with Brand X face wash.

2. Quality and brand value is the major

determinant in the buying decision of face

wash.

3. Face wash with variation in flavor are generally

expected by the customer.

4. Customer considers herbal content in their face

wash as first preference.

5. Majority of customer use face wash to have a

fresh feel.

6. From the survey I have found that price of

Brand X face wash is high when compared to

other face washes.

Chapter-7

Suggestions $Recommendation

Recommendations for Brand X Face Wash

It is said that unless the product is not

consumed, it is not counted as sale because

before consumption there is every chance of

return of product due to expiry; damage etc. so

strong retailing is required because they are the

last distribution channels. So every players focus

very much on the retailing, but to reach each and

every retail outlet is not possible for the

distributors. Retailer penetration is also very

essential.

Special schemes for the retailer market should

be introduced because it attracts retailers to

purchase.

As media plays a vital role T.V, magazine,

radio, banners should be properly used.

Celebrities and beauty consultants should be

included in the advertisement to endorse

products through which we can attract

swCompany Ahers and reinforce company’s

image.

Brand X should introduce varieties of flavor

and herbal face washes in their product line as

customer prefer these qualities in face washes.

Schemes like reduced price or extra quantity

would help in the growth of sale of the product.

Package design should be made as much

attractive as possible.

Appropriate pricing of the product so as to serve

our target market.

Suggestion

COMPANY A Company should try to get

more different types of SKU’s for its products,

since the present SKU’s are not enough to

capture buyers from all the segments.

More and more demonstration is required to

be given to the consumers.

The time limit of credit should be extended

because it is the biggest hurdle in retail

penetration.

Chapter- 8

Conclusion

Conclusion

After going thick on the thing, now time is to make complete picture. While making a product a SKU of the shop retailers thinks about the GMROI (Gross Margin Return On Investment) and they promote the brand which provides them highest. They expect return in the form of profit margin, company scheme, window display and reference of the shop. Among these, company scheme make the differences and are the highest source of motivation after profit margin.

Marketer needs to advertising and brand building strategies to address the discerning buyers and retail push to in different buyers. The manufactures should understand consumer behavior because retailer can’t help quality and price.

There is a greater need to understand the retailer behavior considering them as team working for the company. They should be feeling of belonging to the company in inner of the retailers. Setting values club for retailers so that they may exchange views with the company and help in understanding consumer behavior.

Annexure &

BIblography

QUESTIONNAIRE FOR RETILER

NAME OF OUTLET: …………….

1. Which of these Face Washes are available in your outlet?

a) Garnier face wash b) Himalaya face wash

c) Ponds face wash c) Vasiline face wash

d) all of these

2. What are the different sizes of Face wash that are available in your outlet?

a) 50-100ml b) 100-150ml

c) 150-200ml d) more than 200 ml

3. At what price do you sell the product to the customer?

a) M.R.P b) Less than M.R.P

4. Are you promoting any particular brands of Face wash? a) Yes b) No

5. If promoting which brands will you recommend to the Customer and why? Brand name……………

a) Monetary value b) Non monetary value

6. What is your profit margin on the sale of a single face wash? a) Less than 3% b) 3-5%

c) More than 5%

7. Is there any, effect on sales of face wash which are being advertised? a)Yes b) No

8. Which of these is the popular scheme offered by the different brands? a) Free gifts b) Discount

c) Extra quantity d) Buy 1 Get 1 free

9. Do you know that Brand X face washes has been launched in the market?

a)Yes b) No

10. Which of these face washes are popular among the customer? a) Garnier face wash b) Himalaya face wash

c) Ponds face wash c) Vasiline face wash

d) Pears face wash

QUESTIONNAIRE FOR CONSUMER

NAME OF CONSUMER: …………….Contact no: ……….

1) When you think of face wash which particular brand comes into your mind?

a) Garnier face wash b) Himalaya face washc) Ponds face wash d) Brand X face wash

2) What is the factor behind the buying decision of the face wash?

a) Brand b) Price c) quality d) Packaging d) Availability

3) What do you expect out of the new face wash in term of service? a) Reduced price b) Variation in flavors

c) Variations for skin types

4) What type of face wash do you require in your face wash? a) Herbal b) Non herbal

5) What is the reason for use of face wash? a) Alternative to soap b) To have fresh a feel c) Skin problem

6) What is opinion on price COMPANY A face wash when compared to others?

a) High c b) Moderate c) LowBIBLOGRAPHY

Referred Website

www.Company Aportal.com www.google.com

Referred Books

Marketing Management by Philip Kotler. Method of social survey and research by S.R

Bajpi.

Referred Newspapers

The Hindu