given by vibhushah
TRANSCRIPT
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 1
INDEX
Particulars Acknowledgement
Preface
1 History
Company
Product
2 Types of Product
3 4 P’s of Marketing
Product
Price
Promotion
Place
4 Market Research
5 Graphical Representation
6 Findings
7 Suggestions
8 Conclusion
9 Webography
10 Bibliography
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 2
NAMES
Teacher’s sign:
________________
(Ms. Mala Sheth)
ROLL NO. NAMES
2011 Deepak Parmar
2061 Siddhpura Neha H.
2067 Chauhan Nikunj H.
2100 Naliyapara Vibhusha J.
2112 Panchal Pooja S.
2113 Panchal Trushik M.
2119 Patel Dhruvil V.
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 3
PREFACE
Marketing Research is basically an experimental field where students are
given sufficient knowledge through practical experience. This marketing research
is our first step through which we can get an opportunity to approach different
kinds of people. It helps us to increase our knowledge, communication skill,
thinking ability and ultimately helps to improve our personality.
The whole journey from beginning to completion of our research on
preferences of people, for different brand or anti aging cream was really full of
experience and learning. It has taught us how to apply the principles of research
methodology in the practical situation. This project is the result of what we have
digested out of the whole journey. Basically our research reveals the comparisons
of the satisfaction levels of the consumers for anti-aging and other brands. We
have tried to analyze different aspects of the preferences all these different aspects
have been neatly and logically woven in our questionnaire.
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 4
ACKNOWLEDGEMENT
An acknowledgement is something which is so often over looked by people
who read a project. This is something very important, an integral part of this
project as this expresses our heartfelt gratitude towards all those people who
helped us during the course of this project and in the end helped us give it the form
as seen today. The project report contains great support of many well wishers
without whom the report would not have been possible.
We are greatly indebted to Dr. SARLA ACHUTAN, the founder of
K.S.SCHOOL of Business Management, who gave us the valuable opportunity of
involving ourselves in such project assignment. We would also like to thank Mrs.
MALA SHETH for her support and immense help. There are many people outside
the college premises who gave their valuable time for our project. We would like
to thank them also.
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 5
HISTORY OF THE COMPANY
Pond’s signifies Hindustan Unilever’s entry into the premium skin care
market in India; the company is taking careful steps since the category is still very
new in India
―Our main aim right now is to build the category. We are not afraid of
competition, but welcome it instead. More competitors will help us build the
category further,‖ said Ashok Venkatramani, vice-president and category head,
skin care, HUL.
The company strategically priced the product such that it can be bought by
the higher middle class. An internal study conducted by the company had revealed
that, on an average, the urban consumer spends Rs 900 a month on skin care.
Hence the product has been valued like a prestige brand, but priced and marketed
as a masstige brand, prestige for the masses. As part of its category building
measures, HUL is investing in advertising and providing skin care consultancy at
big retail outlets. In the last two years, the company’s total ad spends have gone up
by Rs 450 crore. In order to increase its presence in large format retail outlets,
HUL has also inked a joint venture agreement with South African company,
Smollan Holdings, to provide in-store services and point-of-purchase
management.
Anti-ageing, which is a big market in the western world, is catching up in
India at a growth rate of 40 per cent. It is valued at Rs 50 crore in the Rs 2,300
crore skin care market in India.
HUL rolled out this range in 500 outlets in the first phase of its launch last
year. The brand is currently present in 2000 outlets in 50 cities and several semi-
urban areas in the country. The company has plans to expand the number of outlets
to 5,000 by the end of next year and is targeting metros as well as second-rung
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 6
cities. It has received the highest response from Bangalore, Ludhiana and Luck
now.
Pond’s is part of Unilever’s global portfolio. The company currently sources
the entire range from its Thailand facility, but has plans to manufacture it in India.
HUL’s Personal care products sales, at Rs 3780.15 crore, account for 29 per cent of
its total revenues of Rs 13,035 crore. Other brands in the company’s personal care
product portfolio include Lakme cosmetics and beauty salons.
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 7
HISTORY OF ANTI-AGEING CREAM
Ageing (British English) or aging (American and Canadian English) is the
accumulation of changes in an organism or object over time. Aging in humans
refers to a multidimensional process of physical, psychological, and social change.
Some dimensions of aging grow and expand over time, while others decline.
Reaction time, for example, may slow with age, while knowledge of world events
and wisdom may expand. Research shows that even late in life potential exists for
physical, mental, and social growth and development. Aging is an important part of
all human societies reflecting the biological changes that occur, but also reflecting
cultural and societal conventions. Age is usually measured in full years — and
months for young children.
1. A person's birthday is often an important event. Roughly 100,000 people
worldwide die each day of age-related causes.
2. The term "aging" is somewhat ambiguous. Distinctions may be made
between "universal aging" (age changes that all people share) and
"probabilistic aging" (age changes that may happen to some, but not all
people as they grow older, such as the onset of Type Two diabetes).
Chronological aging, referring to how old a person is, is arguably the most
straightforward definition of aging and may be distinguished from "social
aging" (society's expectations of how people should act as they grow older)
and "biological aging" (an organism's physical state as it ages).
3. There is also a distinction between "proximal aging" (age-based effects that
come about because of factors in the recent past) and "distal aging" (age-
based differences that can be traced back to a cause early in person's life,
such as childhood poliomyelitis).
4. Differences are sometimes made between populations of elderly people.
Divisions are sometimes made between the young old (65-74), the middle
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 8
old (75-84) and the oldest old (those aged 85 and above). However,
problematic in this is that chronological age does not correlate perfectly with
functional age, i.e. two people may be of the same age, but differ in their
mental and physical capacities. Each nation, government and non-
government organization has different ways of classifying age.
5. Anti-aging creams are predominantly moisturizer based cosmeceutical skin
care products marketed with the promise of making the consumer look
younger by reducing visible wrinkles, expression lines, blemishes,
pigmentation changes, discolorations and other environmentally (especially
from the sun) related conditions of the skin.
6. Despite great demand, many such products and treatments have not been
proven to give lasting or major positive effects. A decrease in wrinkle depth
of 10% is typical. However, recent studies show that some ingredients have
an effect.
7. Traditionally, anti-aging creams have been marketed towards women, but
products specifically targeting men are increasingly common.
8. Some anti-wrinkle creams contain some form of retinol (for instance, in the
form of retinyl palmitate) which in various formulations has been shown to give a
"rejuvenating" appearance to the skin, in that it stimulates the renewal of skin cells
and reduces dark spots. Alpha hydroxy acids and beta hydroxy acids have a
peeling effect when used as chemical peels. However, the effects of these
compounds likely depend on their concentration and mode of application, making
the effects of the commercial products less certain. Some other common
ingredients are Boslowox, Peptides, Q-10, anti-oxidants, and sunscreens.
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 9
Alternative approaches
The best results come from following a formal anti-aging treatment program,
as opposed to the single product approach, based on the use of moisturizers with
the complimentary exfoliation and renewal capacity of AHA fruit acids (Alpha
Hydroxy Acid) which help to dissolve the intracellular "glue" that holds the dead
cells together on the skin. The use of this type of product on a daily basis gradually
enhances the exfoliation of the epidermis and stimulates the production of fresh
skin cells to compensate for the missing ones. This gradual renewal process
exposes a more moisturized skin with less sun damage. This means a lighter
complexion, fewer pigmentation spots and less marked wrinkles.
It is important to note that most treatment programs require the use of an
effective UV skin protection (SPF 15 or higher) during use of such acid based
creams.
10. There are also a range of alternative cosmetic treatments for the
appearance of wrinkles on the skin such as plastic surgery and botox injections.
Advertising sometimes presents anti-aging creams as an alternative to these more
costly and invasive cosmetic treatments.
How to Choose the Best Anti Aging Cream for Your Skin
It is a fact of life that everyone gets older and with age comes changes in our
skin. The good news is that by using the best anti aging cream, the effects of older
age will not be as noticeable.
When skin ages it can change in very dramatic ways such as losing its
elasticity, getting dry, or developing fine lines and wrinkles. This is why it is
important to find the right anti aging skin care products for your skin.
Anti aging skin cream has come a long way since the days of our mothers.
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 10
There are now creams and lotions that will almost completely reverse the ravages
of age on the skin. Sagging and creasing no longer has to be a fact of life.
Creams for Different Skin Types
Choosing the right anti aging skin cream will depend on what type of skin
that you have. There are several different skin types and it is important that you
know which category you fall into.
If you find that you have oily skin then you will have to be careful. Skin
with excess oil is often thought of as the most difficult skin to care for, but the
truth is that it does not have to be. The problem usually comes in when you apply
skin creams that are far too greasy. This will cause clogged pores and breakouts
which nobody wants. The best type of creams to use is those that are made with
clay and other non greasy products. You will also need to take great care in
washing and drying your skin.
People that have normal skin type will need to use an anti aging skin cream
that provides a perfect blend of drying and oil producing ingredients. Using a facial
mask once a week might also be helpful.
Combination skin types are one of the most common types of skin. The
biggest issue that people have with combination skin is that it is both oily and
greasy. You can't use a product that will produce more grease and moisture onto
your skin, but you also will not be able to settle with a primarily dry skin cream
either. Use a mild soap and gentle products to help even out the skin.
Skin that is dry, red, itchy, and flaky probably has the dry skin type. The
hardest part in dealing with this type of problem is that it still needs plenty of
moisture, but too much of a good thing will leads to something bad. Never use a
dry face soap to help with this problem. Try a more moisturizing soap when it
comes to your facial area and the back. Make sure that you stay properly hydrated
throughout this experience.
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 11
Sensitive skin is another type that is hard to care for. Luckily, there are many
fantastic products on the market that can help with the problem. One step you need
to take is to watch the fragrance that some products contain. This will lead to
severe drying of the skin as well as redness and irritation.
Finding the best anti aging cream for your skin may seem daunting, but with
the right tips and techniques for choosing the right cream you will likely be free of
the skin problems that face most of us in our later years.
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 12
TYPES OF ANTI-AGEING CREAM
Anti –aging cream (20-30 years):-
COMPANY BRANDS
OLAY Olay Total Effect (7 in 1 anti-ageing moisturizers)
POND’S 1. Pond’s Perfect Result (multi-benefit illuminating lotion)
2. Pond’s Perfect Result (multi-benefit illuminating cream)
ORIFLAME 1. Anti-aging conditioner
2. Optimal Time Relax (Day Cream)
HIMALAYA Anti-Wrinkle Cream
ELIZABETH
ARDEN
1. Anti aging Plumping Moisturizers
2. Anti ageing restore renew.
3. Anti ageing oil free moisturizer
Aging Cream (40 years onward):
COMPANY BRANDS
CHAMBOR Hydra-Max Nourishing Soften (Dry Skin)
REVLON Absolute-C
KAYA SKIN Revive Kaya Skin Clinic
POND’S Pond’s Age-Miracle Cream.
ORIFLAME Optimal Time Reversing Restoring (Night Cream)
GARNIER Wrinkle Lift
LO’REAL PARIS 1. Revitalift.
2. Wrinkle Decrease
3. Derma Genesis Cellular Youth Creator
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 13
VLCC SKIN SOLUTION Skin Tightening Solution
VARIOUS TYPES OF ANTI-AGEING
CREAMS AVAILABLE IN AHMEDABAD
Company
Name
Brand/Product USP Price
OLAY
Olay total effect
(7 in 1 anti ageing
moisturizers)
1) Visibility reduces lines &
wrinkles
2) Gives soft & smooth skin
3) Visibility reduces dark spots
4) Sun protection for even skin
tore
5) Gives firm looking skin
6) Radiant, glowing skin
7) Visibility reduces pore sizes
Rs. 519/-
50 gm.
CHAMBOR Hydra max-
nourishing
softener (dry
skin)
1) Remove dead surface cell and
refines pores
2) Even skin tone and softness
fine lines
3) The result is well hydrated
supple and radiant skin
Rs. 398/-
50 gm.
Hydra max-
cleansing foam
(all skin)
1) Quick foaming liquid texture
that easily blends with water
2) Enriched with exfoliating the
minerals which clarify the skin
and eliminate ―dullness‖ for a
crystal-clear complexion.
Rs 395/-
50 gm.
REVLON Absolute-C 1) Balance the skin and assists the
permutation of moisturizers.
Rs. 710
50 gm.
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 14
2) It is easily absorbed by the skin
deeply and quickly making it
soft.
KAYA
SKIN
Revive Kaya Skin
Clinic
1) Provides a triple UV
protection.
2) For brighter, softer, more
radiate looking skin.
3) Nourishes the skin
4) Washes away old weavy and
sallow skin cells.
Rs. 195/-
75 ml
PONDS Ponds-perfect
result (multi-
benefit
illuminating
lotion
5) Multi defense and increase the
skins natural protection
6) Leading against the causes of
skin ageing by 15 times.
Rs. 195/-
75 ml
Ponds-perfect
result
(Multibenefit
illuminating
cream)
7) Helps in protect the skin from
the age accelerating UVA &
UVB rays.
Rs. 225/-
50 gm.
Rs. 180/-
30 gm.
Ponds-age
miracle
8) Found the dark of willow trees,
salicylic acid prevents poves
from clogging up.
9) Cleansing beads gently
exfoliate away dead skin-cell.
Rs. 525/-
70. gm.
ORIFLAME Anti-ageing
Conditioner
Ultra nourishing conditioner
helps in preventing the further
ageing of nature hair washes.
Rs. 279/-
200 ml.
Optimal time
relax (Day
Helps in prevent fine and
expression lines, skim smooth
Rs. 390/-
50 gm.
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 15
Cream) relaxedboking visibly younger
contains a bio-smooth
complex.
Optimal time
reversing
restoring (night
cream)
It helps boost all every to
maximize wrinkles and
improve skin, firmness and
elastically
Rs. 1390/-
50 gm.
Lift expert ultra
farming night
cream
Provide a radiant & Pinkish,
white glow.
Rs. 1045/-
50 gm.
SHEHNAAZ
HERBAL
Dermo fertilize
beauty balm
Control benefits of exclusive
herbal ingredients.
Rs. 350/-
40 gm.
GARNIER Wrinkle Lift Gives a pleasant sensation of
freshness on application
Rs. 99/-
80 ml.
LO’REAL
PARIS
1. Revitalift
2. Wrinkle decrease
3. * Dreama genesis
cellular youth
creator
The soft and rich lather of this
exclusive formula rinses off
easily.
Rs.7500/50gm
Rs. 850/50gm
Rs. 999/50gm
Elizabeth
Arden
Anti ageing
plumping
moisturizers
Experience next level
Ceramide plumping benefits
with CPT technology, to give
skin a more lifted, redensified
look as it plumps the
appearance of surface line and
wrinkles. With continued use,
skin appears smoother, firmer,
visibly relaxed and revitalized.
Rs. 3050/-
50 gm.
Anti ageing restore
renew
Works immediately to
moisturize and improve the
appearance of dry, sun
Rs. 3030/-
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 16
damaged skin, creating a
brighter, more radiant look.
95% of consumers tested
reported softer, smoother skin.
Anti-Ageing oil-
free moisturizer
Oil free moisturizer that
anticipates your skin’s every
need. An advanced
moisturizing system helps
healthy looking, day after day.
Protects your skin with an SPF
15 sunscreen and antioxidant
vitamin C and E. Refines,
clarifies and retextures with
alpha and beta hydroxyl
compounds.
Rs. 2490/-
Revlon Reveal age
intercepting cream
Suitable for all skin. Rs. 675
*VLCC Skin tightening
solution
Minimize the look of fines
lines & wrinkles.
Rs. 350
REAYUR Aloe Vera Gel Moisturizer balance formally Rs. 165
120 gm.
*Observation:
There are 14 companies which produce the Anti ageing cream. It includes 24
brands. The Anti-ageing and Ageing creams are used for all skin. They are of two
types.
1. Preventive (Anti-ageing)
2. Curative (Ageing)
The products are available in the range of 30 gm- 120 gm and 70 ml – 200 ml. The
minimum price is Rs. 99 and maximum is Rs. 3050
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 17
INTERNATIONAL AND NATIONAL
COMPANIES
International Companies 1. Oriflame:
Headquarter : UK (Luxemburg)
Product : Anti – ageing conditioner
Optimal time relax (Day Cream)
Optimal Time reversing restoring (Night cream)
Lift expert ultra forming (Night cream)
2. Elizabeth Arden:
Headquarter : London (UK)
Product : Anti-ageing plumping moisturizers
Anti-ageing restore-renew
Anti – ageing oil-free moisturizer
3. Olay:
Headquarter : U.S.
Products : Olay Total Effect
(7 in 1 anti-ageing moisturizers)
4. Revlon:
Headquarter : New York (U.S.)
Products : Absolute – C, Reveal age interceptive cream
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 18
5. Pond’s:
Headquarter : UK
Products : Pond’s Perfect Result
(Multi benefit illuminating
lotion)
Pond’s Perfect Result
(Multi benefit illumination
Cream)
Pond’s Age-Miracle
6. Garnier:
Headquarter : UK
Product : Wrinkle Lift
7. L’Oreal Paris:
Headquarter : France
Product : Revitalift, Wrinkle-defense, derma genesis
Cellular youth creator.
8. Revayur:
Headquarter : Nagpur
Product : Aloe-Vera Gel
9. VLCC Skin Solutions:
Headquarter : Haryana
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 19
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 20
National Companies
1. Kaya Silk:
Headquarter : Mumbai (India)
Product : Revive Kaya Skin Clinic
2. Chambor:
Headquarter : India
Product : Hydra may-nourishing softener (dry skin)
Hydra map-cleansing foam (all skin)
3. Shehnaaz Herbal:
Headquarter : New Delhi (India)
Product : Demo _______ beauty balm
4. Himalaya:
Headquarter : India
Product : Anti – wrinkle Cream
5. VLCC Skin Solutions:
Headquarter : Haryana, Gurgaon (India)
Product : Skin tightening solution.
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 21
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 22
4 P‟S OF MARKETING
Introduction:-
The marketer’s task is to devise marketing activity and assemble fully integrated
marketing programs to create, communicate, and deliver value for consumer. The
marketing program consists of numerous decisions on value-enhancing marketing
activities to use. Marketing activities come in all forms. One traditional depiction
of marketing activities is in terms of the marketing mix, which has been defined as
the set of marketing tools the firm uses to pursue its marketing objectives.
McCarthy classified there tools into four broad groups, which he called the
four P’s of marketing:
Product
Price
Promotion
Place
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 23
4 P‟s of Marketing
PRODUCT Product variety
Quality
Design
Features
Brand name
Services
Warranties
Returns
PRICE
List price
Discount
Allowance
Payment period
Credit terms
PROMOTION
Sales promotion
Advertisement
Direct marketing
Public relations
PLACE Malls
Retails shop
Departmental shop
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 24
I. PRODUCT:-
Product is the first and important element of the marketing mix. Many
people think that a product is a tangible offering, but a product can be more than
that. A product is anything that can be offered to a market to satisfy a want or need.
Products that are marketed include physical goods, services, experiences, events,
persons, places, properties, organizations, Information and ideas.
* There are two types of product:
1. Pond’s perfect result cream
2. Pond’s Age miracle cream
1. Pond‟s perfect result cream
Pond’s perfect result is an anti-ageing cream which gives multi-defense 7
increases skin’s natural protection against leading causes of skin. It is enriched
with the combined power of multi anti – ageing actives like vitamin B3, white tea
& SPF 15 PA++ for youthful illuminated skin. Benefit of this product is to
illuminate skin by reducing dullness of skin. It also helps to protect skin from age.
This product is generally used by consumer ageing between 20 to 40 years.
2. Pond‟s Age miracle cream
The pond’s Age miracle is a comprehensive range of ageing product that
contains break through advanced CAL+ complex. Pond’s Age miracle with its
unique day cream and semen was specially designed to help to reduce the
appearance of fine lines wrinkles & age spots in just 7 days.
Pond’s Age miracle has advanced CLA4 complex – a combination of
our best ageing ingredient LCLA + AHA + RATIONAL + RETONAL
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 25
BOOSTERS to give proven ageing efficiency & care. It enhances overall in 2
formats:
1. Pond’s Age miracle cream with CLA in pump.
2. Pond’s Age miracle resurfacing cream with advance CLA4 complex injury.
Priced at Rs. 450 per 50 ml bottle, Pond’s Age Miracle day cream is the highest
selling product in the Age Miracle range, which includes seven different anti-
ageing beauty products. The product, however, faces stiff competition from Procter
& Gamble’s recently launched Olay, an anti-ageing cream priced at Rs 599 per 50
grams bottle.
Product Levels:-
One of the most important requirements for marketing efficiency is proper
product planning.‖ product is a key element in the offering market.‖ products that
are marketed include physical goods, services, experience, events, persons,
properties, organization, information and ideas. There are various levels of anti-
ageing cream, which are as under.
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 26
1. Core Benefit:- The most fundamental level is core benefit. It is provides benefit, which the
customer is really buying. Core benefit of anti-ageing cream is to reduce the
wrinkles on skin.
2. Basic Product:-
At this level the marketer’s task is to convent the core benefit into basic
need. Here the basic product is ―Anti-ageing cream & Ageing cream.
3. Expected Product:-
At the third level, the marketer prepares an expected product, a set of
attributes and conditions that the buyers normally expect at the time of buying.
Expected product of an anti-ageing cream is to remove dark spots, wrinkles and
give look like young.
4. Augmented Product:-
At the fourth level marketer prepare augmented product that exceeds
customer’s expectations, grand positioning and competition take place at this level.
Augmented products of Anti-Ageing creams are as under:
New, stylist and attractive packaging.
Sun protection with controlling age.
Glowing and shiny skin and prevents moisture loss.
Protects skin from oxidative damages.
5. Potential Product:-
At the fifth level stands the potential product which improves all the possible
augmentation and transformation for the product which might undergo in future.
Potential product of an anti-ageing cream is, provide medicine for reduce the age.
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 27
II. PRICE:-
Price involves decision related to the pricing policy. It also involves credit
policy, discount and rebates and terms of delivery and payments.
1. List price:
Pond’s perfect result cream is available in Rs.180 for 30gm & Rs. 225 for
50gm. Pond’s Age miracle cream is available in Rs. 325 for 50gm & Rs.525 for
75gm.
2. Discount and Allowances:
Discount and allowances means any discount or allowances offered to the
customers on buying the product. Analyzing the market, it can be shown that no
such benefit is given by the Company.
3. Taxes:
It is the amount of compulsory payment levied by the state or central
government. This amount is to be paid at time of purchasing along with
purchasing price.
4. Payment Period:
Payment period to how much time is given to the customers to make the
payment. Here whole amount is to be paid at the time of the purchasing. No such
payment period is applicable.
5. Credit Terms:
Credit terms refer to the terms that are provided to the customers. Here
company does not give any credit term.
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 28
III. PROMOTION:-
Promotion Mix includes decision relating to salesmanship, advertising, sales
promotion and customers feedback. The purpose of production mixes is to induce
customer to buy the product.
1. Sales Promotion:
Sales promotion is defined as aggregation of all such activities which
assist selling, advertising and attain the organizational objectives. Purposes of
sales promotion are as follows.
a. To attract new consumers.
b. To reward loyal consumers.
c. To increase the repurchase rate of occasional users.
d. Sales promotion turn brand switches who are looking for price, good
value or premium into loyal users.
e. Sales promotion can alter market share permanently, in markets of high
brand dissimilarity.
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 29
Methods of techniques of sales promotion are as follows:
a. Price-off
b. Free sample
c. Coupons
d. Cash refund
e. Price packs
f. Premium packs
g. Frequently programmes
h. Contents
i. Patronage
j. Free trial
Price off, Contents and programs are used by pond’s company for sales
promotion.
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 30
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 31
Advertising:
Advertising is the key element of promotion. Advertising means to give the
information about our product briefly with the help of advertisement. Company
increases the sales of its product and attracts the customers by Advertising.
Advertising can be used to build up a long time image for the product.
Advertising tools of pond’s anti-ageing cream are:
1. Print media
2. News
3. Magazines
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 32
2. Direct marketing:
Direct marketing is the use of direct channels to reach the satisfaction of
consumers and deliver goods and services to them without using marketing
middleman. Company provides direct marketing to their customers through
internet catalogues, online information & mass-communication.
3. Public relation:
Company organizes beauty contest to maintain good relation with their
customers & goodwill for their company.
IV. PLACES:-
Place is also known as distribution channel. The distribution channel can
also be defined as ―two categories of activities and decisions, first relating to
distribution channel which involve taking decision about the choice for the
distribution network whether to demand on wholesalers, retailers, agents, factor or
brokers or to establish own distribution channel and second one’s relating to
physical distribution which involves decision as to storing, warehouses, risk taking
and insurance matter and about the mode of transports to be used in physical
transport.
Pond’s Age miracle & Pond’s perfect result are available at the places
mentioned as under:
1. Famous malls : Big Bazaar, Gallops
2. Retail stores
3. Departmental stores.
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 33
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 34
RESEARCH METHODOLOGY
What is Research?
Market Research means to study or analysis the factual data of a particular
product of a market.
Market Research is the function that links the customers and public to marketer
through information that is used to identify and define marketing opportunities and
problems, define and evaluate, marketing actions, and Monitor marketing
performance and improve understandings of marketing Process.
Effective marketing research involves following steps:
Problem Statement
Objectives
Data sources
Research instrument
Sampling Plan
Sampling Procedure
Contact Method
Problem Statement :
Market Research is under taken to achieve particular objectives. Some
research can be exploratory descriptive or casuals.
The first objectives of conducting a research on ―Anti- Ageing Cream‖
Objectives :
1. To find out current Trends Among people of Ahmadabad City
towards ―Anti- Ageing Cream‖
2. What kinds of ―Anti- Ageing Cream‖ are available in the market?
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 35
3. What is the use of Ponds ―Anti- Ageing Cream‖ among the
customers?
4. To find out benefits of ―Anti- Ageing Cream‖.
Data Sources :
The next step is to collect the data. There are two sources for it.
Primary Data Sources
Secondary Data Sources
Primary Data Sources:
Consumer Survey
Secondary Data Sources:
Magazines, Internet, Catalogues.
Research Approach :
Survey approach
Research Instrument :
Questionnaire
Sampling Plan:
After deciding on the research approach and instrument the
marketing researcher must design a sampling plan. This calls for three
decisions:
1. Sampling Unit :
Who is to be surveyed? The marketing researched must define
the target population that will be sampling.
We have done the survey of students, Housewives, Businessmen,
Servicemen, etc. we have covered the respondents of all groups.
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 36
2. Sampling Size :
How many people should be surveyed? We decided to do survey of
2000 people and get 100% response.
3. Sampling Procedure :
How should the respondents be chosen? To obtain a representative
sample of the population should be drawn.
According to us every member of the population has an equal
chance of selection so we did convenience Random Sampling.
Contact Method:
Once the sampling plan has been determined the marketing researcher
must decide how the subject should be contracted through mail, Telephone,
Personal Interview.
Our survey is based on the Personal Interview because personal
interview is most versatile method. The Interviewer can ask more question to
respondents.
The surveyed was made at colleges, Different Beauty-parlors, Societies,
Malls etc.
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 37
QUESTIONNAIRE
K.S SCHOOL OF BUSSINESS MANAGEMENT S.Y.MBA
Questionnaire on consumer preferences for Anti-Ageing cream
Name: ______________________________________________
Area/Address: ______________________________________________
______________________________________________
Gender:
( ) Male
( ) Female
Occupation:
( ) Student (Post Graduate)
( ) Business
( ) Service
( ) House wife
( ) Others
If others then specify: ____________________________________
Age: ( ) 20 – 40 years
( ) Above 41 onwards
Family Income: ( ) Up to 40000 p.m.
( ) 40001 to 80000 p.m.
( ) 80001 to 120000 p.m.
( ) 120001 to 160000 p.m.
( ) Above 160001 p.m.
1) Do you feel that, “Anti Ageing Cream is used by people of particular age group
only”?
( ) Yes ( ) No
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 38
2) Do you agree with the statement, “Anti Ageing & Ageing Creams are the same”
( ) Yes
( ) No
3) Give one brand name of Anti Ageing Cream that first comes in your mind?
___________________________________________________________
4) Do you use any Anti Ageing Cream?
( ) Yes
( ) No
If “Yes” then continue with sec I
If “No” then go to section II
SECTION – I
1) Which type of Anti Ageing Cream do you prefer?
( ) Anti Ageing Cream
( ) Ageing Cream
( ) I do not understand the difference
2) Which brand of cream do you use?
___________________________________________________________
3) How do you come to know about that particular brand of Anti Ageing Cream?
( ) Advertising
( ) Doctors / skin care specialist
( ) Family / Friends or relatives
( ) Explanation of sales & retail outlets
4) Why do you use Anti Ageing Cream?
( ) Wrinkleless skin ( ) Style
( ) Convenience ( ) Shine
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 39
5) Which factor do you consider while selecting cream?
( ) Price
( ) Feature
( ) Variety
( ) Color
( ) Softness
( ) Volume
( ) Brand Name
6) You are regular buyer of:
( ) Ponds Perfect Result
( ) Ponds Age Miracle
( ) Olay
( ) Oriflame
7) How often do you use Anti Ageing Cream?
( ) Daily
( ) Once in a Week
( ) Twice in a week
( ) As per Direction
8) Which size generally you go for?
( ) 50 gm
( ) 70 gm
( ) 120 ml
( ) 200 ml
9) Brand Gives:
( ) Highly Satisfied
( ) Satisfied
( ) Not Satisfied
( ) Dissatisfied
( ) Highly Dissatisfied
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 40
SECTION – II
1) If not what do you use?
( ) Nothing (No cream) (then Question-2)
( ) Creams
( ) Moisturizers
( ) Sun screen lotion
( ) Body lotion
( ) Fairness Cream
2) Why do not using anything?
( ) Don’t know about the benefits
( ) Don’t like to use it
( ) Medical Reason
( ) Ignorance
( ) Others
3) If you know the benefits of using different kinds of creams, will you start using
them?
( ) Yes
( ) No
If yes which brand you would use:
Any:
( ) Depends on the doctors suggestion
( ) Depends on the explanation power of sales person
Specific:
( ) Ponds Perfect Result
( ) Ponds Age Miracle
( ) Oriflame
( ) L’Oreal
( ) Others
If others then specify: __________
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 41
Finding: - 1 Gender Male Female Total Percentage
Yes 584(67.91%) 752(65.96%) 1336 66.80
No 276(32.09%) 388(34.04%) 664 33.20
Total 860(100%) 1140(100%) 2000
Percentage 43 57 100
ANALYSIS: -It has been observed from the above graph that females
(34.04%) are more aware than males (32.09%) towards the fact that anti-
ageing cream is NOT used by people of particular age-group only.
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
80.00
Male Female
Per
cen
tage
Of
Peo
ple
Gender
Do you feel that anti-ageing cream is used by people particular age-group only?
Yes
No
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 42
Finding: - 2
Gender Male Female Total Percentage
Yes 216(25.12%) 276(24.21%) 492 24.6%
No 644(74.88%) 864(75.79%) 1508 75.4%
Total 860(100%) 1140(100%) 2000
Percentage 43% 57% 100%
ANALYSIS: - It has been observed from above graph that females (75.79%)
are more aware than the males (74.88%) towards the fact that anti-ageing
creams and ageing creams are NOT one and the same.
0.00
20.00
40.00
60.00
80.00
Male Female
Pe
rce
nta
ge O
f P
eo
ple
Gender
No. of people agree with the statement,”Anti Ageing and Ageing Creams are the same” (as per
Gender)
Yes
No
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 43
Finding: - 3
(As per occupation)
Occupation Student Business Service House-Wife Others Total Percentage
Yes 300(24.59%) 56(28.57%) 52(16.46%) 80(32.26%) 4(20%) 492 24.6%
No 920(75.40%) 140(71.42%) 264(83.54%) 168(67.74%) 16(80%) 1508 75.4%
Total 1220(100%) 196(100%) 316(100%) 248(100%) 20(100%) 2000
Percentage 61% 9.8% 15.8% 12.4% 1 100%
ANALYSIS:- It has been observed from the above graph that SERVICE
group(83.54%) is more aware than the other groups towards the fact that
anti-ageing and ageing creams are NOT one and the same.
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
Student Business Service House-Wife Others
Pe
rce
nta
ge O
f P
eo
ple
Occupation
No. of people agree with the statement,”Anti Ageing and Ageing Creams are the same” (as per Occupation)
Yes
No
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 44
Finding:-4
(As per income)
Income Up to 40 40 to 80 80 to 120 120 to 160 Above 160 Total Percentage
Yes 108(19.85%) 100(22.73%) 112(25%) 136(35.42%) 36(19.57%) 492 24.6%
No 436(80.15%) 340(77.27%) 16(3.57%) 248(64.58%) 148(80.43%) 1508 75.4%
Total 544(100%) 440(100%) 448(100%) 384(100%) 184(100%) 2000
Percentage 27.2% 22% 22.4% 19.2% 9.2% 100%
ANALYSIS:- It has been observed from above graph that the people whose family
income is above 160(80.43%), followed by people whose family income is upto
40000(80.15%) are more aware towards the fact that anti-ageing and ageing
creams are NOT one and the same.
0.0
20.0
40.0
60.0
80.0
100.0
Up to 40 40 to 80 80 to 120 120 to 160 Above 160
Pe
rce
nta
ge O
f P
eo
ple
Income
No. of people agree with the statement,”Anti Ageing and Ageing Creams are the same” (As per Income)
Yes
No
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 45
Finding:-5
(As per age)
Age 20-40 Above 40 Total Percentage
Yes 384(24.24%) 108(25.96%) 492 24.6%
No 1200(75.40%) 308(74.04%) 1508 75.4%
Total 1584(100%) 416(100%) 2000
Percentage 79.2% 20.8% 100%
ANALYSIS:- It has been observed from the above graph that age group 20-
40(75.40%) is more aware than the age group above 40(74.04%) towards the
fact that anti-ageing creams and ageing creams are NOT one and the same.
0.00
20.00
40.00
60.00
80.00
20-40 Above 40
Pe
rce
nta
ge O
f P
eo
ple
Age
People agree with the statement,”Anti Ageing and Ageing Creams are the same” (As per age)
Yes
No
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 46
Finding:-6
“Brand name of anti-ageing cream that first comes in mind‟‟
Brand Name Male Female Total Percentage
Pond's 300(34.88%) 388(34.04%) 688 34.4%
Oriflame 60(6.98%) 124(10.88%) 184 9.2%
Olay 152(17.67%) 212(18.60%) 364 18.2%
L’Oreal 36(4.19%) 44(3.86%) 80 4%
Others 312(36.28%) 372(32.63%) 684 34.2%
Total 860(100%) 1140(100%) 2000
Percentage 43% 57% 100%
ANALYSIS:- It has been observed from the above graph that people(34.4%)
including males(34.88%) and females(34.04%) know more about the anti-ageing
cream of POND‟S than the other brands.
0.0
10.0
20.0
30.0
40.0
Pond's Oriflame Olay Loreal OthersPe
rce
nta
ge O
f P
eo
ple
Brand Names
“Brand name of anti-ageing cream that first comes in mind’’
Male
Female
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 47
Finding:-7
“Do you use any anti-ageing cream?”(As per gender)
Gender Male Female Total Percentage
Yes 272(31.34%) 400(35.34%) 672 33.6%
No 596(68.66%) 732(64.66%) 1328 66.4%
Total 868(100%) 1132(100%) 2000
Percentage 43.4% 56.6% 100%
ANALYSIS:- It has been observed from the above graph that
females(35.34%) use more anti-ageing creams than males(31.34%).
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
80.00
Male Female
Pe
rce
nta
ge O
f P
eo
ple
Gender
Usage Of Anti-ageing cream (As per gender)
Yes
No
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 48
Finding: - 8
“Do you use any anti-ageing cream?”(As per occupation)
Occupation Student Business service House wife other Total percentage
Yes 384(31.4%) 76(40.4%) 140(43.4%) 72(29.5%) 0 672 33.6%
No 840(68.6%) 112(59.6%) 184(56.8%) 172(70.5%) 20(100%) 1328 66.4%
Total 1224(100%) 188(100%) 324(100%) 244(100%) 20(100%) 2000
Percentage 61.2% 9.4% 16.2% 12.2% 1% 100%
ANALYSIS:- It has been observed from the above graph that service
group(43.4%), followed by business group(40.4%) uses more anti-ageing cream.
0.0
20.0
40.0
60.0
80.0
100.0
120.0
Student Business Service House-wife Others
Pe
rce
nta
ge O
f P
eo
ple
Occupation
Usage Of Anti-ageing cream (As per occupation)
Yes
No
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 49
Finding:-9
“Do you use any anti-ageing cream?” (As per income)
Income Up to 40 40 to 80 80 to 120 120 to 160 Above 160 Total Percentage
Yes 112(20.6%) 172(42.6%) 172(35.8%) 144(37.1%) 72(39.1%) 672 33.6%
No 432(79.4%) 232(57.4%) 308(64.2%) 244(62.9%) 112(60.9%) 1328 66.4%
Total 544(100%) 404(100%) 480(100%) 388(100%)
184(100%)
2000
Percentage 27.2% 20.2%
24%
19.4% 9.2% 100%
ANALYSIS:- It has been observed from the above graph that people whose
family income is between 40 to 80(42.6%), followed by people whose family
income is above 160(39.1%) use more anti-ageing creams.
0.0
20.0
40.0
60.0
80.0
100.0
Upto 40 40 to 80 80 to 120 120 to 160 Above 160
Pe
rce
nta
ge O
f P
eo
ple
Income
Usage Of Anti-ageing cream (As per income)
Yes
No
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 50
Finding:-10
“Do you use any anti-ageing cream?” (As per Age)
Age 20 to 40 Above 40 Total Percentage
Yes 500(31.57%) 172(41.35%) 672 33.6%
No 1084(68.43%) 244(58.65%) 1328 66.4%
Total 1584(100%) 416(100%) 2000
Percentage 79.2% 20.8% 100%
ANALYSIS:- It has been observed from the above graph that age-group
above 40(41.35%) uses more anti-ageing cream than age group 20 to
40(31.57%).
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
80.00
20 TO 40 ABOVE 40
Pe
rce
nta
ge O
f p
eo
ple
Age
Usage Of Anti-ageing cream (As per age)
Yes
No
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 51
SECTION-1
Finding: - 11
“Which type of anti-ageing cream do you prefer?”
Gender Anti-Ageing Ageing
Creams
Don't understand
difference
Total Percentage
Male 144(40.45%) 76(42.22%) 52(38.24%) 272 40.48%
Female 212(59.55%) 104(57.78%) 84(61.76%) 400 59.52%
Total 356(100%) 180(100%) 136(100%) 672
Percentage 52.98% 26.79% 20.24% 100.00%
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
Anti-Ageing Ageing Creams Don't understanddifference
Pe
rce
nta
ge O
f P
eo
ple
Types
Selection Of Consumers
Male
Female
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 52
ANALYSIS:-It has been observed from the above graph that the 52.98% people
are using ‖Anti Ageing Cream‖ and 26.79% people are using ―Ageing Creams‖
while 20.24 % peoples don’t understand the difference between them.
Finding: - 12
“Which brand of cream do you use?”
Brand Name Pond's Oriflame Olay L’Oreal Others Total Percentage
Male 92(29.87%) 20(29.41%) 68(47.22%) 8(50%) 84(61.76%) 272 40.48%
Female 216(70.13%) 48(70.59%) 76(57.78%) 8(50%) 52(38.24%) 400 59.52%
Total 308(100%) 68(100%) 144(100%) 16(100%) 136(100%) 672
Percentage 45.83% 10.12% 21.43% 2.38% 20.24% 100.00%
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
80.00
Pond's Oriflame Olay Loreal Others
Pe
rce
nta
ge O
f p
eo
ple
Brands
Usage Of Different Brand Creams
Male
Feamle
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 53
ANALYSIS:- It has been observed from the above graph that males (61.76%)
mostly use anti-ageing creams of other* brands & females(70.59%) mostly
use anti-ageing cream of Oriflame.
(*=KAYA, ELIZABETH ARDEN, GARNIER, etc)
Finding: - 13
“How do you come to know about that particular brand of anti-ageing cream?”
Occupatio
n
Advertiseme
nt
Doctors Family/Friend
s/Relatives
Explanation
of Salesman
Total Percentage
Student 124(45.59%) 118(44.03
%)
60(51.72%) 12(75%) 384 57.14%
Business 36(13.24%) 28(10.45
%)
12(10.34%) 0 76 11.31%
Service 72(26.47%) 44(16.42
%)
20(17.24%) 4(25%) 140 20.83%
House
Wife
40(14.71%) 8(2.99%) 24(20.69%) 0 72 10.71%
Others 0 0 0 0 0 0.00
Total 272(100%) 268(100%
)
116(100%) 16(100%) 672
Percentag
e
40.48% 39.88% 17.26% 2.38% 100.00%
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 54
ANALYSIS:- It has been observed from the above graph that students come
to know about anti-ageing cream through explanation of salesman(75%),
business(13.24%) and service(26.47%) groups through advertisement and
house-wives(20.69%) through family/friends/relatives.
Finding: - 14
“Why do you use anti-ageing cream?‟‟
Age Wrinkleless Skin Style Convenience Shine Total Percentage
20 to 40 160(60.61%) 168(82.35%) 28(53.85%) 144(94.74%) 500 74.40%
Above 40 104(39.39%) 36(17.65%) 24(46.15%) 8(5.26%) 172 25.60%
Total 264(100%) 204(100%) 52(100%) 152(100%) 672
Percentage 39.29% 30.36% 7.74% 22.62% 100.00%
0.0
20.0
40.0
60.0
80.0
Student Business Service House Wife Others
Pe
rce
nta
ge O
f p
eo
ple
Occupation
How did you come to know about the particular brand of anti-ageing cream?
Advertisement
Doctors
Family/Friends/Relatives
Explaination of Salesman
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 55
ANALYSIS:- It has been observed from the above graph that age-group of
20 to 40 uses anti-ageing cream for the purpose of shine(94.74%) and age
group of above 40 uses anti-ageing cream for convenience.
0.00
20.00
40.00
60.00
80.00
100.00
WrinklenessSkin
Style Convinience Shine
Pe
rce
nta
ge O
f P
eo
ple
Reasons
Reasons For Using Anti-ageing Creams
20 to 40
Above 40
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 56
Finding: - 15
„‟Which factor do you consider while selecting cream?”
ANALYSIS:-It has been observed from the above graph that people whose
family income is upto 40000 consider variety(53.57%),40 to 80 income
group(39.53%), 80 to 120 income group(20.93%), 120 to 160 income
0.0
10.0
20.0
30.0
40.0
50.0
60.0
Price Feature Variety Colour Softness Volume BrandName
Pe
rce
nta
e O
f P
eo
ple
Factors
Selection Of Factors
Upto 40
40 to 80
80 to 120
120 to 160
Above 160
Income Unto 40 40 to 80 80 to 120 120 to 160 Above 160 Total Percentage
Price 8(7.14%) 8(4.65%) 20(11.63%) 12(8.33%) 0 48 7.14%
Feature 36(32.14%) 68(39.53%) 36(20.93%) 40(27.78%) 28(38.89%) 208 30.95%
Variety 60(53.57%) 24(13.95%) 24(13.95%) 20(13.89%) 4(5.56%) 88 13.10%
Color 4(3.57%) 12(6.98%) 16(9.30%) 8(5.56%) 4(5.56%) 44 6.55%
Softness 28(25%) 28(16.28%) 32(18.60%) 28(19.44%) 16(22.22%) 132 19.64%
Volume 0 0 16(9.30%) 4(2.78%) 0 20 2.98%
Brand Name 20917.86%) 32(18.60%) 2816.28%) 32(22.22%) 20(27.78%) 132 19.64%
Total 112(100%) 172(100%) 172(100%) 144(100%) 72(100%) 672
Percentage 16.67% 25.60% 25.60% 21.43% 10.71% 100.00%
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 57
group(27.78%)and above 160 income group(38.89%) considers FEATURE, while
buying anti-ageing cream.
Finding:-16
“You are regular buyer of”
0.00
10.00
20.00
30.00
40.00
50.00
Upto 40 40 to 80 80 to120
120 to160
Above160
Pe
rce
nta
ge O
f P
eo
ple
Income
“You are regular buyer of”
Pond's Perfect Result
Pond's Age Miracle
Olay
Oriflame
Income Up to 40 40 to 80 80 to 120 120 to 160 Above 160 Total Percentage
Pond's Perfect Result 40((35.71%) 56(32.56%) 48(27.91%) 36(25%) 20(27.78%) 200 29.76%
Pond's Age Miracle 36(32.14%) 40(23.26%) 48(27.91%) 36(25%) 16(22.22%) 176 26.19%
Olay 28(25%) 40(23.26%) 48(27.91%) 48(33.33%) 32(44.44%) 196 29.17%
Oriflame 8(7.14%) 36(20.93%) 28(16.28%) 24(16.67%) 4(5.56%) 100 14.88%
Total 112(100%) 172(100%) 172(100%) 144(100%) 72(100%) 672
Percentage 16.67% 25.60% 25.60% 21.43% 10.71% 100.00%
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 58
ANALYSIS:- The survey reveals that income group of upto 40000
Rs.(35.71%), 40000 to 80000 Rs.(32.56%), 80000 to 120000 Rs.(27.91%)
are regular buyers of POND‟S PERFECT RESULT cream, income groups of
120000 to 160000(33.33%) Rs. and above 160000(44.44%) Rs. are regular
buyers of OLAY.
Finding:-17
“How often do you use anti-ageing cream?”
Usage Period Usage Period Percentage
Daily 340 51%
Once In A Week 124 18%
Twice In a Week 72 11%
As Per Direction 136 20%
Total 672 100%
51%
18%
11%
20%
Usage Period
Daily
Once In A Week
Twice In a Week
As Per Direction
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 59
ANALYSIS:- it has been observed from the above graph that 51% people use
anti-ageing cream daily,18% people once in week,11% people twice in week and
20% people use anti-ageing cream as per direction.
Finding: - 18
„‟Which size you generally go for?”
Income Up to 40 40 to 80 80 to 120 120 to 160 Above 160 Total Percentage
50 gm 48(42.86%) 64(37.21%) 48(27.91%) 14(9.72%) 4(5.56%) 204 30.36%
70 gm 20(17.86%) 40(23.26%) 44(25.58%) 36(25%) 16(22.22%) 156 23.21%
120 ml 36(32.14%) 52(30.23%) 56(32.56%) 40(27.78%) 28(38.89%) 212 31.55%
200 ml 8(7.14%) 16(9.30%) 24(13.95%) 28(19.44%) 32(44.44%) 100 14.88%
Total 112(100%) 172(100%) 172(100%) 144(100%) 72(100%) 672
Percentage 16.67% 25.60% 25.60% 21.43% 10.71% 100%
0.00
5.00
10.00
15.00
20.00
25.00
30.00
35.00
40.00
45.00
50.00
Upto 40 40 to 80 80 to 120 120 to 160 Above 160
Pe
rce
nta
ge O
f P
eo
ple
Income
Size Selection Of Anti-ageing Creams
50 gm
70 gm
120 ml
200 ml
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 60
ANALYSIS. :- the survey reveals that income group of upto 40000(42.86%)
and 40000 to 80000(37.26%) are using 50gm ,income group of 80000to
120000 is using 120ml, income group of 120000to 160000 and above 160000
are using 200ml anti-ageing cream.
Finding: - 19
Brand gives:- Anti-Ageing Cream
Brand Name Highly
Satisfied
Satisfied Not
Satisfied
Dis
satisfied
Highly Dis
satisfied
Total Percentage
Pond's
Perfect Result
68(34%) 124(29.52%) 4(14.29%) 0 4(33.33%) 200 29.76%
Pond's Age
Miracle
60(30%) 104(24.76%) 4(14.29%) 0 8(66.67%) 176 26.19%
Olay 60(30%) 108(25.71%) 16(57.14%) 12(100%) 0 196 29.17%
Oriflame 12(6%) 84(20%) 4(14.29%) 0 0 100 14.88%
Total 200(100%) 420(100%) 28(100%) 12(100%) 12(100%) 672
Percentage 29.76% 62.50% 4.17% 1.79% 1.79% 100%
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 61
ANALYSIS:-It has been observed from survey that Pond‟s Perfect Result
cream gives highest satisfaction to the consumers, followed by Pond‟s Age
Miracle(34%),Pond‟s Age Miracle(30%),Olay(30%),Oriflame(6%).Pond‟s Perfect
Result also gives highly dissatisfaction(33.33%), followed by Pond‟s Age
Miracle(66.67%) to the consumers.
SECTION-2
Finding: - 20
“If not what do you use?”
Alternatives No. of People Percentage
Nothing 560 42%
Creams 168 13%
Moisturizers 152 11%
Sun Screen Lotion 100 8%
Body Lotion 260 20%
Fairness Cream 88 7%
0
20
40
60
80
100
120
HighlySatisfied
Satisfied NotSatisfied
Dissatisfied
HighlyDis
satisfied
Pe
rce
nta
ge O
f P
eo
ple
Satisfaction
Satisfaction Levels Of Consumers
Pond's Perfect Result
Pond's Age Miracle
Olay
Oriflame
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 62
Total 1328 100%
ANALYSIS:-The survey reveals that people who are not using an Anti-Ageing
Cream, use creams (13%), moisturizers (11%), sun-screen lotion (8%), body-lotion
(20%) and fairness cream (7%). While 42% people do not use anything.
Finding: - 21
(As per gender)
Gender Male Female Total Percentage
Nothing 280(41.92%) 280(42.42%) 560 42.17%
Creams 72(10.78%) 96(14.55%) 168 12.65%
Moisturizers 84(12.57%) 68(10.30%) 152 11.45%
Sun Screen Lotion 44(6.59%) 56(8.48%) 100 7.53%
Body Lotion 164(24.55%) 96(14.55%) 260 19.58%
Fairness Cream 24(3.59%) 64(9.70%) 88 6.63%
Total 668(100%) 660(100%) 1328
Percentage 50.30% 49.70% 100%
42%
13% 11%
7%
20%
7%
Alternatives
Nothing
Creams
Moisturizers
Sun Screen Lotion
Body Lotion
Fairness Cream
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 63
ANALYSIS:- It has been observed from the survey that males (41.92%) and
females(42.42%) use nothing, males(10.78%) and females (14.55%) use
creams, males(12.57%) and females(10.30%) use moisturizers, males(6.59) and
females(8.48%) use sun screen lotion, males (24.55%) and females(14.55%)
use bodylotion, males(3.59%) and females(9.70%) use fairness cream.
Finding: - 22
“Why do you not using anything?”
Why do you not use
anything?
No. of People Percentage
Don't Know about the
Benefits
96 17%
Don’t like to use 300 54%
0.005.00
10.0015.0020.0025.0030.0035.0040.0045.00
Pe
rce
nta
ge O
f P
eo
ple
Alternatives
Alternatives (As per gender)
Male
Female
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 64
Medical Reason 104 19%
Ignorance 32 6%
Others 28 5%
Total 560 100%
ANALYSIS:- The survey reveals that 54% people don‟t like to use anti-ageing
creams, 19% people don‟t use them due to medical reasons, 17% people don‟t
know about the benefits and 6% people ignore anti-ageing creams to use.
Finding: - 23
“If you know the benefits of using deferent kinds of creams, will you start
using them?”
Preference Percentage
Yes 584 44%
17%
53%
19%
6% 5%
Why do you not use anything?
Don't Know about theBenefits
Don’t like to use
Medical Reason
Ignorance
Others
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 65
No 744 56%
Total 1328 100%
ANALYSIS:- It has been observed from survey that if people know the
benefits of different creams then 44% people will start using them but 56%
people will not change their mind-sets.
Finding: - 24
“If yes, which brand you would use?”
Any:
Reason Dependence Percentage
Doctor's suggestion 300 81%
44%
56%
Preference
Yes
No
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 66
Explanation power of
salesman
72 19%
Total 372 100%
ANALYSIS:-The survey reveals that if people start using the anti-ageing
creams then 81% people will start using them on the direction of doctors and
remaining 19% people will decide on the explanation of salesman.
Finding: - 25
Specific Brands selected by people:-
81%
19%
Dependence
Doctor's suggestion Explaination power of salesman
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 67
Specific Brands No. of People Percentage
Pond's Perfect Result 72 34%
Pond's Age Miracle 36 17%
Oriflame 44 21%
L’Oreal 60 28%
Others 0 0
Total 212 100%
ANALYSIS: - It has been observed from the survey that 34% people will
select pond‟s perfect result, 17% people will select pond‟s age miracle, 21%
people will select oriflame, and 28% people will select L‟Oreal.
34%
17% 21%
28%
0%
Specific Brands
Pond's Perfect Result Pond's Age Miracle Oriflame Loreal Others
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 68
FINDINGS
This is the last step where the findings of the data have to be presented in the
proper and easily understandable manner. For this purpose we have formed
written conclusion used various types of diagrams that is Pie- chart, Column
chart.
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 69
SUGGESTIONS From the views and opinion of the various consumers we analysed certain
suggestions regarding Anti-Ageing and Ageing Cream which may be
beneficially to the company in near future.
Company focus on the only group of Females. So there should be target
group of males also.
Because of high price of the ―Anti-Ageing Cream‖ there are some group of
people can’t afford to buy ―Anti-Ageing Cream‖ so there should be an area
of price Reduction and Variety in the context of product usage.
To increase Sales Volume of ―Anti-Ageing Cream‖ focus on more
Advertising. (During advertising distinguish particular target group like
Youngsters, Adults.)
There are no proper channels of distribution. There is rare availability of the
―Anti-Ageing Cream.‖ It should be increased.
Chemical usage should be reduced in product in order to remove harmful
effects like skin infections, allergy etc.
www.techshristi.com Given by Vibhushah
K.S. SCHOOL OF BUSINESS MANAGEMENT 70
CONCLUSION
―Right actions can’t came out of nothing must be preceded by thought‖
Project work is the real life experience of real market
research works. We would finally like to conclude our project
with the great feelings of satisfaction and pleasure. During
Research; we acquire the detail knowledge of 4 P’s of
Marketing.
We supported to our group members as much as possible
and because of co-operation to each other we have completed
this valuable task.
Apart from the project work we also enriched the
communication Skills. We come to know the tendency of
people, Education, Occupation, and age groups etc…., which
increase our knowledge of present market situation.