research on dry skin care in bangladesh

Introduction

1.0 Introduction:

1 | P a g eGlaxoSmithKline Bangladesh Ltd.

Market research is any organized effort to gather information about markets or customers. It is a

very important component of business strategy. Market research is a key factor to get advantage

over competitors. It provides important information to identify and analyze the market need,

market size and competition.

This project is based on marketing research on the opportunities of a new sun care product of

GlaxsoSmithkline; a pharmaceutical company, and its promotional activities and how more

awareness can be created for the product in a most effective communicating way.

In Bangladesh the pharmaceutical sector is one of the most developed hi-tech sectors which are

contributing in the country's economy. The professional knowledge, thoughts and innovative

ideas of the pharmacists working in this sector are the key factors for this development. Due to

recent development of this sector it is exporting medicines to global market including European

market. This sector is also providing 97% of the total medicine requirement of the local market.

Leading pharmaceutical companies are expanding their business with the aim to expand export

market.This Industry is one of the highly sophisticated industries in Bangladesh which has been

uncovered to rapid change and made a revolution in Bangladesh by maintaining high technology

and a world class standard in quality. These industries have a major commitment to the society

than any other industries as it is involved with the manufacturing of life saving drugs.

GlaxoSmithKline Bangladesh Limited is a fast growing, trusted, and emerging pharmaceutical

that develops, manufacture, markets and distributes quality assured best in class pharmaceutical

products in Bangladesh. GSK try to be improving the quality of human life by enabling people to


http://en.wikipedia.org/wiki/Competitors

http://en.wikipedia.org/wiki/Business_strategy

http://en.wikipedia.org/wiki/Markets

do more, feel better, live longer. The company’s principal activities include secondary

manufacture of pharmaceutical products and marketing of vaccines, pharmaceutical healthcare

products and health food drinks.

GlaxoSmithKline is one of the leading multinational companies in the world. Their marketing

and promotional activities are different from others. Stiefel, a GSK company, have prescription

and non-prescription products. However, GSK trying to make different promotional activities to

make the consumer more aware about the non-prescription skin products. Their promotional

activities spread on three categories, For Doctor, Chemist and for final consumer.GSK taken

different policy for consumer awareness.


1.1Objective of the study:

1.1(1) General Objective:

To identify the terms that influence consumers to use this product, their perception and buying

behavior of sun care products.

1.1(2) Specific objective:

To determine the reasons consumer prefer to use sun care product of GSK compare to

other brands.

To determine the terms related to their buying behaviors.

To identify the promotional strategy for different level of consumer.

Identifying the most prosper ways to communicate with the customers to reach them

To determine the factors that influence consumers the most in purchasing a sun care

product.

To determine current market situation level of having such kind of items

To suggest ways how it can create more opportunities in the market.

Doing survey and find out the consumer demand of the products

Make Awareness among consumer about the products.


1.2 Scope of the study:

This report will only focus on the one product that is the Sun care product of Stiefel,GSK. The

study is limited to one part of GSK .Although I tried to determine the level of benefits of this

kind of products offered by other companies, this was be solely based on the opinions of the

customers and secondary sources. As questionnaires to be distributed and filled up by

respondents I had to go to several places to conduct the survey and also I had to request them to

do favor for me by filling out the survey questions during their valuable busy time.

The research includes the following:

(i) Research interpretation of the objectives

(ii) Research report

(iii) Develop the questionnaire

(iv) Data collection

(v) Data verification

(vi) Analysis

Data analysis

Result analysis

(vii) Presentation of results

Furnishing the final report


1.3 Rationale of the study:

By conducting my report on this topic, I will be able to analyze the scopes that influence

consumers’ perception to use sun care products; measuring the factors that determine customer

satisfaction in the usage of this kind of products. This research will help me prepare an

applicable marketing opportunity plan for the new sun care product I am working on. Since our

skin damaging from sun rays is a daily danger causes sun burn, tanning, anti-aging problems,

skin cancer so we should protect ourselves from having these problems by using sun protection

product.

1.4 Statement of the problem:

Sun care product is such kind of a product that more or less everyone uses it specially women but

we have minimum knowledge on it and by doing my research I would like to create more

opportunities of these kind of products, will detect the reasons why we need this and benefits in

more broader sense.In our daily life we all spend a huge amount of time outside during day time

and many of us lack knowledge about how sun rays damaging our skin daily. Often we ignore

these terms and later face different severe skin problems.That is why I would like to create more

opportunities of sun care products in Bangladesh market which will protect us from daily UV

damages.

Management decision problem: How more opportunities and awareness can be created of

sun care products in the market.

Marketing research problem: determining consumers’ perception and buying behaviors

and to identify the most effective and quickest way to communicate with the customers


1.5 Hypothesis:

Hypothesis-1 : There is a statistically significant relationship between willing to spend for

a sunscreen and SPF factor of the sunscreen.

Hypothesis-2: There is a statistically significant relationship between willing to pay for a

sunscreen and sunscreen brand.


sunscreen and price factor of the sunscreen.


sunscreen and skin friendly factor of the sunscreen while purchasing a suncare product.


sunscreen and water resistance factor of the sunscreen while purchasing a sun care

product.

Hypothesis-6: There is a statistically significant relationship between monthly spending

amount on cosmetics and attractive display factor that grabs your attention the most while

visiting any store.

Hypthesis-7: There is a statistically significant relationship between monthly spending

amount on cosmetics and free product samples that grabs your attention while visiting

any store.


amount on cosmetics and discounts that grabs your attention the most while visiting any

store.



amount on cosmetics and gift items factor that grabs your attention the most while

visiting any store.


amount on cosmetics and posters/leaflets factor that grabs your attention the most while

visiting any store.


mount on cosmetics and willing to pay for a sunscreen.

Hypothesis-12: There is a statistically significant relationship between the brand factor

and price factor of the sunscreen that consumers see while purchasing a sun care product.

Hypothesis-13: There is a statistically significant relationship between the term social

sites are good ways to promote a new product and word of mouth-a good fact for

promotion of a new item.

1.6 Research Methodology:

Research methodology is the systematic way to solve the research problem. It gives an idea

about various steps adopted by the researcher in a systematic manner with an objective to

determine various manners. In this section we will talk about the various key areas of the

research methodology such as, sampling size, sampling area, the research design, method of

collection of data and the statistical tool that has been used.This research is mainly based on the

combination of both primary and secondary research.


1.6(1) Data Collection:

To bring out the study two types of data have been used-

Primary Data

Secondary Data

Details are as follows-

Primary Data:

When research is conducted to unearth original data, it is called primary data or primary

research. To do this, an original research plan must be devised which will encompass, data

collection, data input and then the production and analysis of the subsequent results. However,

because the research is original, the results gathered will be more relevant to the needs of the

client. The two basic types of primary research are quantitative and qualitative. In this project I

have done both qualitative and quantitative research.

Secondary Data:

Secondary data or secondary research is the most common research method in today’s world. It

involves processing data that has already been collected. With this form, researchers will consult

previous studies and findings such as reports, research projects in order to come to a conclusion.

In this project firstly I have collected secondary information about GlaxsoSmithKline

Bangladesh GsK Bangladesh web-site. The secondary data and research was mainly used to

create the overall background and to provide basic information about the company.

Sampling Area: For this research I had to distribute questionnaires to consumers in

different places specially shopping malls, beauty parlors and some other places to

complete my survey.9 | P a g e

GlaxoSmithKline Bangladesh Ltd.

Sampling Size: My sample size was 120.

Research Design: To get this research done I have followed three steps and my

research has been divided into three parts according to these three steps. The three steps

are:

Collection: Receiving data in the form of answers both from my qualitative survey and I

have designed questionnaire includes 13 questions some of them are open ended and rest

of others were in a likert form and multiple options.

Interpretation: Once the data has been collected, micro soft excel statistical software is

then used to interpret this data into information.

Analysis: Once the data has been interpreted into information, it is then analyzed with the

help of the statistical tool and graphs, curves and mathematical calculations are then used

to represent our analysis.

The Statistical Tool: I have used Microsoft excel and Minitab version 16 as a means

of interpreting and analyzing the data that I have collected from primary research.

Microsoft excels and Minitab statistical software allowed me to analyze the data with the

help of curves, correlation, confidence interval and Chi-square test.


Organization Part

2.1 GlaxsoSmithKline


GlaxoSmithKline (GSK) is a world’s leading research-based pharmaceutical company with a

powerful combination of skills and resources that provides a platform for delivering strong

growth in today’s rapidly changing healthcare environment. GlaxoSmithKline A subsidiary of

GlaxoSmithKline (GSK) is one of the world’s largest research-based pharmaceutical and

healthcare companies GSK , continues to be committed to improving the quality of human life

by enabling people to do more, feel better and live longer. The Company’s principle activities

include secondary manufacture of pharmaceutical products and marketing of vaccines,

pharmaceutical and healthcare products.

GSK has leadership in four major therapeutic areas- anti invectives, central nervous system

(CNS) and respiratory & gastro- intestinal/ metabolic. In addition it is a leader in the important

areas of vaccines and has growing portfolio of oncology products.

GSK supplies products to 140 global markets and has over 100,000 employees worldwide. GSK

has 180 manufacturing site in 41 countries.

2.2 History of GlaxsoSmithKline:

In 1973


The company was oriented as Joseph Nathan & Company in New Zealand with the founding of a

small import export company. It started its operation as a processing unit of abundant fresh milk

of New Zealand. The only product it was producing was Glaxo Baby Food.

In 1875

It started to export baby food to UK Alec Nathan, son of Joseph Nathan, coined the name Glaxo

from Glactose.

In 1924

Joseph Nathan & Company entered the pharmaceutical industry with the manufacture of Ostelin,

the first Vitamin D preparation. The importance of the pharmaceutical market was soon realized

and in 1935, Glaxo Laboratories Limited was founded with its headquarters at Greenford,

Middlesex and London for the production and marketing of foods and pharmaceuticals.

In 1947

After the 2nd world war, Glaxo developed rapidly. Glaxo Laboratories Limited absorbed its

parent Joseph Nathan & Company, and became a public company in 1947.

In 1963

Edinburgh Pharmaceutical Industries Limited, which owned Duncan, Flockhart and Company

Limited and MAC Farlane Smith Limited, joined Glaxo.

In 1995

Glaxo acquired 100% share, of Wellcomes PLC on may 01, 1995 and formed Glaxo Wellcome

PLC.

In 1998

Glaxo Wellcome achieved a number of regulatory milestones for several of its key projects, such

as ZEFFIX for the treatment of influenza.


In 2000

Glaxo Wellcome and SmithKlineBeechman merged to form GlaxoSmithKline; a worldwide

research based pharmaceutical company.

GlaxoSmithKline is the only British organization in the world’s top 20 pharmaceutical

companies. Subsidiary companies are established over 50 countries of the world many with their

own manufacturing facilities and the group have agency representation in more than 100 offices.


Beecham opened its first factory in England in 1859. Beecham Inc bought companies for various products

John k Smith opened a drugs store in Philadelphia in 1830.The business house soon became a leader in drugs whole selling and changed to SmithKline & comoany in 1875

Henry Wellcome and Burroughs, Two American pharmaceuticals created an import agency in London for US pharmaceutical products in 1880

Glaxo started its journey with Joseph Nathnan in 1961 and registered their product name as Glaxo in 1906

2.3 GlaxoSmithKline Bangladesh Limited

GlaxoSmithKline Bangladesh Limited is a subsidiary of GlaxoSmithKline Plc; world’s leading

research based pharmaceutical company. One of its strong strength is its powerful combination

of skills and resources that provides a platform to deliver fastest growth In today’s rapidly

changing healthcare environment. The principle activities of the company are manufacturing and

marketing of pharmaceutical, vaccines and healthcare products.

GlaxoSmithKline conducts the operational activities in Bangladesh as a principal with its own

set-up of manufacturing, marketing and distribution. The company has started business in

Bangladesh in 1969 at Chittagong by importing products from Group Company.

The Chittagong factory of GlaxoSmithKline Bangladesh Limited is considered as the Center of

Excellence in Global manufacturing & supply network of the group. In Bangladesh GSK held 6 th

position in pharmaceutical industry having market share of 5.2% (as of September 2002)


occupying strong hold in key therapeutic areas like Respiratory, Dermatology, Anti- infective

and Vaccines. Brand names of some major products of the company are: Ventolin Inhaler,

Ceoprex, Zinnat, Parapyrol, Zantac, Piriton, Dextrose and Engerix –B etc. on the other hand, in

terms of consumer goods GSK is doing business by manufacturing Horlicks, Boost, Viva,

Maltova etc.

GlaxoSmithKline- At a Glance:

GSK’s mission is to improve the quality of human life by enabling people to do more, feel

better and live longer

GSK is a research-based pharmaceutical company.

GSK is committed to tackling the three "priority" diseases identified by the World Health

Organization: HIV/AIDS, tuberculosis and malaria

GSK’s business employs around 99,000 people in over 100 countries

GSK makes almost four billion packs of medicines and healthcare products every year

In November 2009, GSK launched ViiV Healthcare, a global specialist HIV company

established by GlaxoSmithKline and Pfizer to deliver advances in treatment and care for

people living with HIV.

Many of our consumer brands are household names: Ribena, Horlicks, Lucozade, Aquafresh,

Sensodyne, Panadol, Tums, and Zovirax.

2.3(1) Operation in Bangladesh

Headquarter


GlaxoSmithKline Bangladesh Limited

Corporate Office

House # 2A, Road # 138.

Gulshan-1.

Registered Office & Factory

Fouzderhat Industrial Area

North Kattali, Chittagong.

District Marketing Office

GlaxoSmithKline Bangladesh Limited has eleven District Marketing Offices (DMO) throughout

the country. These are divided in five zones by which GSK’s products are sold.

Zone DMODhaka Dhaka, Mymensing

Chittagong Chittagong, Maijdee

Comilla Comilla, Sylhet

Bogra Bogra, Rajshahi, Rangpur

Barisal Barisal, Jessore

2.4 GlaxoSmithKline- Mission, Strategic Intent & Spirit:

The mission statement of the business- “ Our global quest is to improve the quality of human life

by enabling people to do more, feel better and live longer”


Mission & Vision

“Our strategic intent states our business goal” - We want to become the indisputable leader in

our industry.

“Our company spirit describes how we need to behave if we are to achieve our goal” – We

undertake our quest with the enthusiasm of entrepreneurs, excited by the constant search for

innovation. We value performance achieved with integrity. We will attain success as a world

class global leader with each and every one of our people contributing with passion and

unmatched sense of urgency.

2.4 (1) Corporate Strategies:

Quality and Customer acceptance – Achieve business vision through quality and

customer acceptance by providing safe & effective medicine.

Good manufacturing practice – Strictly maintained GMP (Good Manufacturing

Practice)

Customer focus- A respective quality throughout

The entire organization or each operating unit and company

All processes, systems and services product design and development, through

manufacture, supply and marketing

Compliance – With regulatory requirements, corporate quality requirements, group

products and other applicable standards.


Strategic Intent

Company

Added value – Through Continuous improvements and error- prevention to benefit

customers and company

Dedicated Human resources – Develop a pool, of dedicated human resources through

regular training.

2.4(2) Quality Statements:

Quality is the heart of everything we do- from the discovery of the module, through product

development, manufacture, supply and sale; and is vital to all the service that supports our

business performance.

Commitment

The health and safety of global operations.

Stewardship of our products.

Delivering competitive business advantage.

Responsibility

The health and safety of employees, contractors, visitors.

The protection of the environment and communities.

Compliance with laws and GSK standards.

GlaxoSmithKline in time-

Every second, more than 30 doses of vaccines are distributed by GSK.

Every minute, more than 1,100 prescriptions are written for GlaxoSmithKline.

Every hour, GSK spends more than US $ 450,000 to find new products.


Every day, more than 200 million people around the world use a GSK toothbrush or

toothpaste.

Every hour, GSK donates more than US $ 148 million in cash and products to

communities around the world.

2.4(3) Product and Service offering:

As a more than a century old R&D pharmaceutical and healthcare company GSK’s product

portfolio spreads across key therapy areas benefiting millions of lives across the globe. More

than 1300 prescriptions are written every minute for GSK products. GSK products focus on

different therapeutic areas such as- Anti-bacterial, Respiratory, Cough & Cold preps,

Dermatology, Gastro-intestinal, vitamin, vaccines for Hepatitis A & B, Typhoid, Chicken Pox,

Measles, Mumps as well as cervical cancer and others.

The company has Consumer HealthCare and Nutritional HealthCare drinks also. Some products

GSK are presenting through the following table:

Therapeutic Area Trade Name

Anti-Bacterial Ceporex, Zinnat, Zinacef, Amoxil, Kefdein, Cexime, Glaxipro etc.


Respiratory Seretide, Ventolin, Piriton, Flixonase ANS, Ventolin Nebules etc.

Cough & Cold preps Actifed, Sudafed

Dermatology Betnovate, Betnovate N, Betnovet CL, Dermovate, Bactroban, Neobacrin, Lotrix, Tinatrim, Eumovete etc.

Vitamin Complavit

Oncology Alkeran, Imuran, Leukeran, Mylaren, Purinethol

Eye/Ear preps Otosporin

Gastro-intestinal Zantac, Norain

Oral steroid Betnelan, Prednisolone

Anti-Viral Zeffix

Vaccines Engerix B, Havrix, Varilrix, Tritanrix HB, Priorix, Typherix, Hiberix, Rotarix, Infanrix-Hexa, Mencevax-ACWY, Cervarix

Non- Pharma Dextrose, Glaxose (Health Drink)

Consumer Products Horlicks (Chocolate Horlicks, Junior Horlicks, Horlicks Lite, Mother Horlicks), Maltova, Viva, Boost, Ribena, Aquafresh

2.5 GlaxoSmithKline Bangladesh Limited Organ Gram:


Managing Director

Finance Director

Commercial Director Director-HR Site

Director

Board of Directors:

The board of directors is ultimately accountable for the Company’s activities, strategy and

financial performance. The board consists of a non-executive Chairman, three executive

directors and two non-executive directors. There are:

i. Dr. Hasit Joshiura- Chairman

ii. M. Azizul Huq- Managing Director

iii. Md. Humayun Kabir- Non Executive Director

iv. Sarwar A Khan- Finance Director & Company Secretary

v. Shamim Rabbani- Commercial Director

vi. Golam Quddus Chowdhury- Non Executive Director

2.5 (1)Company Executive Committees:

The management of the company is executed through the Company Executive Committee

(CEC), comprising the M. Azizul Huq-Managing director and other executive directors. There

are Sarwer A Khan-Finance director, Shamim Rabbani-Commercial director, AKM Firoz Alam-

HR director and Raji Barua-Site director.


2.5 (2)Chain of Command of GSK Bangladesh Ltd:


M. Azizul HuqManaging Director

Sarwar A Khan Finance Director & Company Secretary

AKM Firoz Alam Director, Human Resources

Rajib Barua Site Director

Shamim Rabbani Commercial Director

2.6 Functional Department of GlaxoSmithKline Bangladesh Ltd.


Managing Director

Finance Director &Company

Secretary

Finance Manager

Deputy Company Secretary

Management Reporting Manager

IT M anager

Internal Audit Manager

Commercial Director

National Sales Manager

Marketing Manager

Mrketing Service Manager

Senior Purches Manager of

Vaccine

Director- H R

HRD Manager

Admin Manager

Communication Manager

Medical Affairs Manager Site Director

GlaxoSmithKline Bangladesh limited comprises of six major departments. Those are as follows:-

Marketing

Human Resources

Sales Department

Finance & Accounts

Information Technology

Each department at GSK operates in different aspects but they are inter-related and complement

each other. The main functions of these departments are shown bellow:-

Marketing:

Designing and implementing Sales Strategy

Controlling and updating distribution network

Providing marketing information services

Carrying out different awareness programs

Controlling international trades.

Building up public communication network.

Conducting market surveys as required.

Human Resources

Recruiting and training the best pool of employees needed for the company.

Managing smooth work flow in the organization.

Managing demands of the labors in the factory.

Allocating annual holidays.


Arranging the employee motivational programs.

Looking after the wage structure and waivers.

Sales Department

Distribution of the sales target fixed by PMD in the respect of market size and medical

promotion officer in terms of value and unit.

Pay regular visit to the doctors’ show the benefits of new and existing products with the

help of promotional tools

Monitoring and analysis of the competitors activities and report to the PMD

Finance & Accounts

Controlling the accounts.

Completing the annual budgets.

Allocating all kinds of payments to the staffs and managers.

Looking after all the revenues and expenses.

Conducting internal audit.

Keeping records through IT.

Facilitating local production cost.

Information Technology (IT) Department

Providing computer and other related accessories supports to all users

Maintenance of server and ensure smooth LAN operation

Providing up to date technical and software support to all the sectors of GSK

2.7 Industry Analysis:


2.7 (1) Porters five forces:

The five forces analysis is done on the basis of the most important 5 driving forces of the

industry. While doing the analysis, information gathered in the previous table is used. Porter's

fives forces model is an excellent model to use to analyze a particular environment of an industry.

Competitor rivalry

Bargaining Power of suppliers

Bargaining Power of buyers

Threats of substitute products or services

Threat of new entrants

Competitor rivalry

There are other existing companies serving pharmaceutical products which cause

competition to GlaxoSmithKline. GlaxoSmithKline’s foremost competitors are Novartis

Bangladesh limited, Incepta pharmaceuticals limited.

Bargaining Power of suppliers

Here the bargaining power of supplier is very high as all the products are imported from

different countries like Singapore, Philippine, Indonesia and they are the sole suppliers.

So, the risk is higher for the company.

Bargaining Power of buyers


There are different skin products available in the market. So, the buyers bargain power is

also higher. If buyers do not like our product they can easily move to another brand.

Threats of substitute products

There are threats from other substitute products like Neutrogena cleanser, Olay cleanser

etc. These are also skin products.

Threat of new entrants

New companies entering in this industry can cause threat to the company. Many

companies are expanding their product line and introducing skin products which can be

GSK’s future competitor but the fact is low.

The most important points that will determine the outcome of the analysis are:

Slow market growth due to the low purchasing power of the end consumers.

Exit barrier of the industry is very high due to high investment.

Specialization knowledge for the technology and research is must for a player.

Actual substitutes for pharmaceutical products are not that available.


The players are big and powerful enough to influence input cost.

Suppliers are chosen on a competition basis.

Many brands for the same products are available in the market.

End consumers are not really aware of the quality of the products.

Direct marketing of the products is illegal as per government rules.

So the summary of the entire analysis refers to the scenario which is as such:29 | P a g e

GlaxoSmithKline Bangladesh Ltd.

Industry Analysis - At a glance

Forces Position

Threat of new entrants Very low

Threat of substitute products Moderate

Bargaining power of the suppliers Very High

Bargaining power of the buyers Very high

Rivalry among the competitors Moderate to High

2.8 SWOT Analysis:

SWOT is the acronym for Strengths, Weaknesses, Opportunities and Threats. It is an analytical

framework to help summarize in a quick and concise way the risk and opportunities for any

company across the value chain. A good SWOT should look into internal and external factors

affecting the issue at hand.

Factors pertaining to the internal environment of the company. These are usually

classified as Strengths (S) or Weaknesses (W)

Factors that pertaining to the external environment of the company. These are

classified as Opportunities (O) or Threats (T)


GSK is considered as world's one of the

leading pharmaceutical companies because of

its performance.

Efficient, capable and honest workforce

GSK has intense demand of their product nationally and internationally which helps

Strength

Underutilized plant capacity

Higher unit cost relative to key competitors

Group compliance due to group policy the

company has to import raw materials form

UK rather from neighbor countries (other

than those which are produces locally)

Weakness


GSK is considered as world's one of the

leading pharmaceutical companies because of

its performance.

Efficient, capable and honest workforce

GSK has intense demand of their product nationally and internationally which helps

Underutilized plant capacity

Higher unit cost relative to key competitors

Group compliance due to group policy the

company has to import raw materials form

UK rather from neighbor countries (other

than those which are produces locally)

GSK as a multinational company has opportunity for expand its investment and has potential growth in Bangladeshi market.

Expanding the company’s product line to meet a broader range of customer reeds.

Target and acquire an untapped marketing for vaccines

Market is significantly large and growing

Proper utilization of vaccines may result in

higher profit.

Availability of natural resources is the most lucrative opportunity for GSK to work with Bangladesh.

In Bangladesh, GSK can get labors at a very cheap cost.

High confidence brand name and quality

Opportunit

ies Adverse shifts in foreign exchange rates

and trade policies of government

Aggressive movement of rivals

Slow down in market growth

Growing bargaining power of the end

consumers, thus high priced medicine

are inconvenient for them

Costly new regulatory requirements

Competitors lower prices

Increasing threats from local

competitors.

Threats

2.9 Overall Assessment:

On the basis of overall organization part, we can clearly see that GlaxoSmithKline is one of the

leading pharmaceutical companies in the world. The company is also doing sound business in

Bangladesh for a long time. Still one major issue that strike to my eyes while doing the study is-

GSK Bangladesh Limited is in the 12th position in the Bangladeshi pharmaceutical industry

according to the market share (from internet source). So, they should obviously focus more for

improving this situation as it used to be stand on the 5th position in 2003.


Findings & Analysis Part


10.0 Qualitative Findings:

Respondent:1

Questions Responses

How do you usually get to know about a

new product?

I trust Almas the most for cosmetics. I would always

go there to buy sun care products.

Do you think social sites i.e.

(facebook,twitter) etc are good ways to

create awareness among consumers for a

new product?

These days, people are more connected with each

other through the digital area. Not only younger

people but also elders are spending more time on the

internet than watching TV. Promoting a new product

through the internet such as Face book would be

great.

What kind of magazine do you read and

why? Please be specific.

I read Femina on a regular basis. It’s completely

based on women and as I love the fashion world I

love looking into new trends I fashion.

What factors come to your mind while

purchasing a sun care product?

Well, greater protection with greater SPF, oil free,

skin friendly, hypoallergenic.

Normally how much time do you spend

on internet?

I spend about one and half or two hours every day.

Which section you like the most in a

news paper?

I only look into the beauty/Fashion/ lifestyle section.

What kind of promotional activities can

be performed in super malls/stores for a

new sunscreen product?

I believe nothing tops TV ad.Even today people are

knowing about products mostly through TV

commercial.

Do you think word of mouth influences

consumers buying habit?

Word of mouth releases a feeling of trust among

people. It’s a great Channel of communication


For promoting a new sun protection

product, what is the most effective and

quickest way to communicate with the

customers? Why?

TV advertisements are very influential in

communicating a new product fast.

Rspondent:2

Questions Responses

How do you usually get to know about a new

product?

I usually get know about a new product through

advertisements, usually advertisement on TV.

Do you think social sites i.e. (facebook, twitter)

etc are good ways to create awareness among

consumers for a new product?

Yes. Face book, twitter are really good ways to

create awareness for a new product. It is a good

way to market a product globally, as social sites

consist of millions of users.

What kind of magazine do you read and why?

Please be specific.

No. I don’t read magazines that much.



The most important factor is the SPF of the sun

care product. Other factors include price,

expiring date, etc.

Normally how much time do you spend on

internet?

It depends but normally 3 to 5 hours a day.

Which section you like the most in a news

paper?

Sports section.

What kind of promotional activities can be

performed in super malls/stores for a new

sunscreen product?

Giving leaflets, samples in shopping malls would

help specially in the section where ladies are

present. As sunscreen products are mostly used

by women



Not really.

For promoting a new sun protection product, Through advertisement on TV and also by giving


what is the most effective and quickest way to

communicate with the customers? Why?

some useful information about the product in

advertisements. As people take ads on TV very

seriously, thinking it is very authentic as it is

being channeled all over the country.

Respondent:3

Questions Responses

How do you usually get to know about a new product?

Through advertisements on Billboards, newspapers and TV commercials.

Do you think social sites i.e. (facebook,twitter) etc are good ways to create awareness among consumers for a new product?

Yes. Most of the people of this generation visit such social sites often and advertisements on those will not be overlooked.


Please be specific.

Fashion magazines and magazines that has news about celebrities. I like to keep track of the latest trends and gossip. I am obsessed with my looks and these magazines help me know which skin care and beauty enhancing products are best for me. These magazines also tell which products are preferred by famous beauticians and celebrities thus helps save time choosing products at the stores.



High SPF for how many hours does the product last? Is the product

waterproof? Can it work as a whitening and anti-marks cream? Is

the product dermatologically tested from a renowned institute? Will

it cause irritation for sensitive skin? Will the product blend in

perfectly with the skin without causing it to be over dry or oily?

Will the product trigger acne growth?

Normally how much time do you spend on internet?

Two to three hours on alternate days.

Which section you like the most in a news paper?

The sports section



sunscreen product?

Temporary,colourful attractive looking stalls advertising this product maybe set up in the city's most visited and famous, malls, super-markets and general stores such as boshundhara, Meena Bazar These stalls can have people giving out free samples, leaflets,and small gifts to those interested to buy. First customers to buy may get discounts as a special offer.


Do you think word of mouth influences consumers buying habit?

That depends on who is referring. If such a product is referred to by a high-profile celebrity for example, fans-in thise case,the consumers- influenced by such a person will definitely be interested to learn more about it. And tempted enough to buy.

For promoting a new sun protection product, what is the most effective and quickest way to communicate with the customers? Why?

Advertisements on Billboards all over the city. Billboards are eye-catchy, hard to ignore and are most effective in communicating as everyone will see them. Advertisements by TV or newspapers are often over-looked or thought unimportant.

Respondent:4

Questions Responses


product?

Tv commercials, newspapers, magazines, internet are

the most common ways by which I get to know about

new products in the market.

Do you think social sites i.e. (facebook,twitter)



I think these are good ways of knowing about new

products because now-a-days socials sites are very

popular amongst people of all ages.


Please be specific.

Usually I don’t read much magazines.



SPF scale, on greasy, whitening effect, durable,

waterproof.


internet?

1 to 2 hours a day.


paper?

Usually I only read the entertainment page.



sunscreen product?

According to me, the most effective way to promote a

product is giving free samples to all customers because

they can only get the know about the effectiveness of

the product after using it.



Sometimes it does. If the person, promoting the

product is convincing enough, customers will


definitely buy the product.

For promoting a new sun protection product,



I think Tv commercials and print media is the most

effective and quickest way to communicate with the

customers. This is how the customers can get some

idea about the usage and effectiveness of the product

and might inspire then to buy the product.

Respondent:5

Questions Responses

How do you usually get to know about a

new product?

Via TV, and internet. Mainly by advertisements.

Do you think social sites i.e.

(facebook,twitter) etc are good ways to

create awareness among consumers for a

new product?

A significant number of people are using these

sites regularly, so yes.



Any magazine which can update me about all

sectors, TV, sports, fashion. one example would be

readers digest.



sun protection factor, its price, which

manufacturing company, reliability.etc.


internet?

Approximately one and half hours.

Which sectiont you like the most in a news

paper?

Headlines.



sunscreen product?

Posters, leaflets and free samples.



It might depending upon the situation, if they get

information in which the consumer is interested


then it might work, in favor for the business.

For promoting a new sun protection

product, what is the most effective and

quickest way to communicate with the

customers? Why?

It has to be tv; advertisements have the power to

influence customers to by the product. We have so

many channels now a days that it is the quickest

way to convey a message.

Respondent:6

Questions Responses


product?

By TV commercial and product display in the

store; I get to know about a new

Product.

Do you think social sites i.e. (facebook,

twitter) etc are good ways to create

awareness among consumers for a new

product?

I think social sites like facebook is a effective

way to create awareness about the product but

not effective about a particular product.



Shananda and kozmo.Beauty tips, celebrity

gossip etc.



The first thing comes to my mind while

purchasing a sunscreen I look for SPF and the

quality.


internet?

1-2 hours, not every day.


paper?

Entertainment section.



sunscreen product?

Free samples, posters and consumers leaflets are

some effective promotional activities.

Do you think word of mouth influences consumers buying habit?

To certain extent yes I believe that word of mouth influences our buying habit.


For promoting a new sun protection product, what is the most effective and quickest way to communicate with the customers? Why?

Introducing the product by a celebrity or a renowned person by TV commercial is a good way to reach consumers.

Respondent:7

Questions Responses


product?

Mostly through friends and family I get to know

that there is a new product I the market.

Do you think social sites i.e. (facebook,

twitter) etc are good ways to create awareness

among consumers for a new product?

Absolutely yes. It is a very good way to create

awareness about the product.


Please be specific.

Fashion magazines,Femina because I want keep

in touch with current fashion.



I consider if the sun care products will excessive

sweating if u am out in the sun.


internet?

3 to 4 hours in a week.


paper?

Fashion and life style section.



sunscreen product?

Free samples, posters, banners, leaflets etc.



It depends on the person who you look him or

her.

For promoting a new sun protection product,



By advertising through someone preferably

dermatologists because customers tend to take

advice most like from a professional.

Respondent:8


Questions Responses


product?

Posters, bill board Ads and of course TV

advertisements.

Do you think social sites i.e. (facebook, twitter)



Sometimes it is good. As through these sites

huge amount of customers can be found to

create awareness.


Please be specific.

Don’t read much but sometimes Star

Magazine to read their articles.

What factors come to your mind while purchasing

a sun care product?

Only and only the SPF factor.


internet?

6 to 7 hours, a day.

Which section you like the most in a news paper? Entertainment and Arts part.



sunscreen product?

Side-self in a store can grab attention very

easily.



Yes very much.

For promoting a new sun protection product, what

is the most effective and quickest way to


Using a booth/point of sale, where a person

from a company will be present. Because

that person can give information about the

product and can communicate with the

customers directly.

10.1 Data Presentation and Analysis:


1. What factors come to your mind while purchasing a sun care product?

Not at all Not always Neutral Yes Very much Total likert score

0

20

40

60

80

100

120

Factors while purchasing a sunscreen

SPF FactorSkin friendlyWater resistanceBrandPrice

Num

ber o

f res

pond

ent

Description: The above bar chart is showing the different factors the respondents have

chosen while purchasing a sun care product. The vertical axis is the number of respondent

and the horizontal axis is showing the factors that consumers want to see in a sunscreen. The

factors are SPF term, skin friendly, water resistance brand and price. Each colored bar on the

graph represents each of these factors. Also a five point likert scale was used for this.

Analysis: According to the graph majority of the respondent has chosen the SPF factor most

while purchasing a sun care product. Second factor they have chosen is skin friendly and then

the other factors. The likert score for each of these factors are; for SPF the likert score is

4.68, for skin friendly factor the score is 4.64, for water resistance 3.29, for brand the score is


4.33 and for the last one which is price the score is 3.76.After finding these likert score it can

be seen that all of the five factors are to some extent consumers want to see in a sun care

product but SPF factor is the most important one among these five factors. So marketers

should focus more on the SPF factor while promoting this new sun care product in the

market.

2. What kind of magazines do you read?

Local International any kind Don't read magazines

0

10

20

30

40

50

60

70

kind of magazines you preferred

Kind of magazines you read

Num

ber o

f res

pond

ent

Description: The above graph is showing the different types of magazines people mostly read.

The horizontal axis is showing the types whereas the vertical axis is showing the number of

respondents. Each bar represents each of the types and also who doesn’t read magazines. The

types are local, international, any kind and there is an option for those people who don’t read

magazines.


Analysis: Out of 120 respondents majority people which are 64 have chosen the option any kind

means they do not prefer any specific type of magazine. The second highest, 24 is the option

international. As for the rest, the least one is local option which is only 5 means that they do not

prefer much reading local type of magazines. So according to the graph we can see that people

have a preference on reading any kind of magazines. These findings will be helpful later on

while promoting this sun care product. Print ads on a magazine could be given as a supplement

with some of the local magazines of the country.

3. Social sites are very good way to create awareness for a new product.


1% 3% 2%

18%

73%

4%

Social sites are good ways to create awareness

strongly disagreedisagreeneutralagreestrongly agreeTotal likert score

Description: The pie chart above is showing the responds of different people regarding this

question. Each colored portion is showing different options of this particular question. Also there

is a portion for the total likert score. The other options are strongly disagree, disagree, neutral,

agree and strongly agree.

Analysis: According to the pie chat we can see that a huge number of respondent 73% strongly

agree that social sites are good way to create awareness for a new product. Very few think (1-

2)% that social sites are not good way for promoting a new product. But after finding the result

we can say that people do prefer social sites like face book ,twiter etc.They believe that these

days, people are more connected with each other through the digital area. Not only younger

people but also elders are spending more time on the internet than watching TV.So, promoting a

new product through the internet such as would play a great role in promotional plan for this new

sunscreen.


4. Are there any sun care products you are currently purchasing? If yes then please name

the brand.

No Yes

currently purchasing other sun care item 34 86

5

15

25

35

45

55

65

75

85

95

Currently purchasing other sun care item

Num

ber o

f res

pond

ent

Description: The graph showing the numbers of respondents are currently purchasing sun care

product. The horizontal axis is showing their position whereas the vertical axis is showing the

total number of respondents. The results obtained from this question will be helpful to analyze

the current market of sun care product also.

Analysis: A total number of 86 respondents out of 120 sample sizes are currently buying sun

care products and 34 respondents out of 120 sample sizes are not currently buying any sun care

items. The respondents were asked to mention the products which they are currently purchasing.

Some of those sun care items were Neutrogena, L’Oreal, Olay, ponds white beauty etc.In the

graph we can see that people are concern about their skin, trying to protect their skin from


harmful sun rays but marketers should create more awareness about why we should use

sunscreen.

5. While visiting any stores what promotional activities grab your attention?

Not at all

Neutral Some extant

Yes Very much

Total likert score

0

10

20

30

40

50

60

70

80

90

Free product samplesGift itemsDiscountsAttractive displayPosters/Leaflets

Num

ber o

f res

pond

ent

Description: The graph is showing the terms that respondents feel grab their attention most

while visiting any stores. The vertical axis represents the number of respondents and the

horizontal axis is representing the terms. The terms that influence the consumers most are free

product samples, gift items, discounts, attractive display and posters/leaflets. Each colored bar on

the graph represents each of these terms. Also a five point likert scale was used for this.

Analysis: According to the graph most of the respondents have chosen the option that yes

discounts grab their attention the most while visiting any stores. Attractive display is the second


and then gift item which grab their attention. The likert score for discounts is 3.70, for attractive

display 3.71,likert score for free samples is 2.47,for gift items 3.48 and likert score for

posters/leaflets is 2.73. All these activities have some influential terms to take consumers in the

stores and grab their attention .From the graph we can see that discounts are quite appreciated

promotional activity and also attractive display seems to be quite influential as well.So marketers

should take in to their mind the terms discounts and attractive display while launching their new

product in the market which can easily grab consumers attention to buy that particular item.

6. How much time do you spend on internet?

1 to 2 hours

3 to 4 hours

5 to 6 hours

once in a week

irregular0

10

20

30

40

50

60

70

80

90

Time spending on internet

Time spending on internet

Num

ber o

f res

pond

ent

Description: The above graph is showing the responses of the respondent, total sample size of

120 of this particular question. In the graph the vertical axis is representing the number of

respondents and the horizontal axis is representing the options of the question.

Analysis: From the graph one thing is clear that now a day’s people are more spending time on

internet. Among the options respondents have chosen the second option which is spending time


on internet 3 to 4 hours. After these 1 to 2 hours takes the next place. And no respondent has

chosen the option once in a week though some people went with irregular. So we can say from

the graph that almost every age group of people are spending long hours on internet. So for

promoting a new product on internet through site advertising or pop up ads will play an

significant role to create awareness for that product.

7. Normally how do you get to know about a new product?

TV ad

s

Bill board

s

Posters

News pap

er/mag

azines

Internet0

102030405060708090

100

Get to know about a new product

ways to know about a new product

Num

ber o

f res

pond

ent

Description: The above graph is showing the levels of ways by which consumers get to know

about a new product the most. In the graph the vertical axis is displaying the number of

respondent where as the horizontal axis is displaying the ways through which consumers

normally know about the new product in the market. The results obtained from this question will

be helpful in designing the promotional for the new sun care product.


Analysis: Out of 120 sample size of respondent majority respondent have chosen the option TV

ads through which they can easily get to know about a new product. More or less each and every

mode has some role to aware consumers about the new product but among them TV commercial

is standing in higher position and then news paper/magazines. Internet and billboard also help

people to get know about anew product. From the graph we can see that people do not prefer

posters/leaflets that much in this segment. So while promoting new product marketers should

focus on the ways through which they can reach to the consumers with their product easily.

8. Normally from which type of store you buy such kind of skin products?

general stores

supper malls

any shop don't buy from here

0

10

20

30

40

50

60

70

80

90

100

Preferred type of store

Preferred type of store

Num

ber o

f res

pond

ent

Description: The above bar charts are displaying the responses of different respondents of their preferred

store from which they like to buy their skin care products. The horizontal axis is showing the types

whereas the vertical axis is showing the number of respondents. Each bar represents each of the


types and also people who don’t buy from here. The stores types are general store, supper mall,

any shop and don’t buy from here.

Analysis: From the graph it seems that people mostly prefer to buy their skin care products from

general stores where they can find good branded product, where there is less chance of having

duplicate products. To some extent supper malls are also having a preference and some do not

prefer buying such kind of products from here but from other places. No respondent has chosen

the option any shop which indicates that people are concern while purchasing these kinds of

items they only prefer good stores, malls where they can find the original product. So while

distributing products to the stores producers should keep these terms in their mind.

9. Do you think word of mouth influences consumers buying habit?

Strongly disagreeneutral

strongly agree

0102030405060708090

100

Word of mouth influences consumers

Word of mouth in-fluences consumers

Num

ber o

f res

pond

ent

Description: The above graph is showing the levels of consumers buying habits over word of

mouth. The horizontal axis is showing the options whereas the vertical axis is showing the

number of respondents. Each portion is showing different options of this particular question.


Also there is a portion for the total likert score. The other options are strongly disagree, disagree,

neutral, agree and strongly agree.

Analysis: According to the pie chat we can see that a huge number of respondent agree that

word of mouth influences consumers buying habit. According to some respondents if such a

product is referred to by a high-profile celebrity for example, fans-in this case, the consumers-

influenced by such a person will definitely be interested to learn more about it. And tempted

enough to buy. From the graph we can also see that no one strongly disagrees that word of mouth

does have an influences over buying habit though few do think. After the option agrees the next

highest opinion of respondents is they are neutral about it. So marketers should know that word

of mouth releases a feeling of trust among people. It’s a great Channel of communication.

10. Which segment you read the most in a news paper?


fashion and lif

e style

enterta

inment secti

onsp

orts

only head

lines

don't read newsp

apers

0102030405060708090

preferred section in a news paper

Preferred section in a news paperN

umbe

r of r

espo

nden

t

Description: The graph above displays different section of news paper that most people like to

read. The sections include fashion and life style, entertainment section, sports headlines and there

is also an option for people who do not read news papers. The vertical axis represents the number

of respondents whereas the horizontal axis represents the types of sections of a news paper. Each

of the bars represents each of the section as well as includes the total number of respondents who

have chosen the particular type of section as their answer for this particular question.

Analysis: From the graph we can clearly see that a huge portion of respondents have chosen the

option fashion and life style section they read the most. Then the second hugest option is

entertainment part of the news paper. There are few numbers of people who read only the

headlines and sports. A very small number of people have chosen the last option who does not

read news papers. News papers are good ways for promoting a new product as a huge portion of

people, from every class of society read news papers. And also it is one of the most efficient and

quickest ways to reach mass number of consumers. The results obtained from this question will


be helpful in designing which section of the news paper would be great to give advertisement

about the product.

10.2 Statistical Analysis:

1. Correlation between willing to spend for a sunscreen and SPF factor of the sunscreen while

purchasing a sun care product.

Scatter plot:

250 500 750 10001

2

3

4

5

SPF factor of the sunscreenLinear ( SPF factor of the sunscreen)

willing to pay for sunscreen

SPF

fact

or1=

not

at a

ll,.2

=not

al

way

s,3=

neut

ral,4

=yes

,5=v

ery

muc

h

Analysis: From the graph we can see that the line is indicating a positive upward trend but in a

very poor position. We can see that SPF factor increases to a direct increase with the term willing

to pay for a sunscreen but the connection is very low and does not provide an exact prediction.


Some are willing to pay less but their concern is high for SPF factor. But the basic pattern

indicates that the higher the SPF factor the higher they are willing to pay for s sunscreen.

Hypothesis testing:

Null hypothesis: There is a statistically significant relationship between willing to spend for a

sunscreen and SPF factor of the sunscreen.

Alternate hypothesis: There is no statistically significant relationship between willing to spend

for a sunscreen and SPF factor of the sunscreen.

Correlation:

Willing to pay for a sunscreen SPF factor of the sunscreen

Willing to pay for a sunscreen 1 SPF factor of the sunscreen 0.043408748 1

r=0.04 df=118minimum correlation coefficient= .16

Interpretation: We can use the technique of correlation to test the statistical significance of the

association. From the result of correlation we can see that the r value is 0.04 which is positive but

far from +1; so there is a very weak positive relationship between willing to pay for a sunscreen

and the SPF factor while purchasing a sunscreen. Degree of freedom (df) is 118 (sample size-2)

and from the correlation table we get the value of minimum correlation coefficient which

is .16.If r>minimum correlation = reject null hypothesis and if r<minimum correlation = accept

null hypothesis. In this case r is less than minimum correlation coefficient so null hypothesis is


accepted. We there is a statistically significant relationship between willing to spend for a

sunscreen and SPF factor of the sunscreen.

2. Correlation between willing to pay for a sunscreen and brand factor of the sunscreen

while purchasing a sun care product.

Scatter plot:

250 500 750 10001

2

3

4

5

Sunscreen brandLinear ( Sunscreen brand)

willing to pay for a sunscreen

Sunc

reen

bra

nd

1=no

t at a

ll,2=

not

alw

ays,3

=neu

tral

,4=y

es,5

=ver

y m

uch

Analysis: The data displayed on the graph resembles a line rising from left to right. Since the

slope of the line is positive, there is a positive correlation between the two sets of data. As the

value of willing to pay for sunscreen is increasing the value of the sunscreen brand factor also

increases.


Hypothesis testing:

Null hypothesis: There is a statistically significant relationship between willing to pay for a

sunscreen and sunscreen brand.

Alternate hypothesis: There is no statistically significant relationship between willing to pay for

a sunscreen and sunscreen brand.

Correlation:

Willing to pay for a sunscreen

Sunscreen brand

Willing to pay for a sunscreen 1 Sunscreen brand 0.103808463 1


Interpretation: we use correlation to estimate of the relationship between two measurements,

without any assumption of whether one comes before the other. Here the r value is 0.1 which

means there is a weekly positive relationship between willing to pay for a sunscreen and

sunscreen bran factor. The r value is lower than the minimum correlation coefficient so null

hypothesis is accepted. We can say there is a statistically significant relationship between willing

to spend for a sunscreen and brand factor of the sunscreen that comes to mind while purchasing a

sunscreen.


3. Correlation between willing to pay for a sunscreen and price factor of the sunscreen while


Scatter plot:

250 500 750 10001

2

3

4

5

Price of the sunscreenLinear (Price of the sunscreen)

willing to pay for sunscreen

Pric

e of

the

sun

scre

en

1=no

t at

all,

2=no

t al

way

s,3=

neut

ral,4

=yes

,5=v

erym

uch

Analysis: The slope of the graph is down wording which means there exist a negative relation

between willing to pay for a sunscreen and price factor of the sunscreen while purchasing a sun

care product. The value of willing to pay increases the value of price factor of the sunscreen

decreases.

Hypothesis testing:




Alternate hypothesis: There is no statistically significant relationship willing to pay for a


Correlation:


Price of the sunscreen

Willing to pay for a sunscreen 1Price of the sunscreen -0.588398274 1

r=-0.6 df=118minimum correlation coefficient= .16

Interpretation: Here the r value is -0.6 which means there is a moderately negative relation

between the two variables. And the r value is less than the minimum correlation coefficient so

the null hypothesis is accepted. We can say there is a statistically significant relationship

between willing to spend for a sunscreen and brand factor of the sunscreen that comes to mind

while purchasing a sunscreen.


4. Correlation between willing to pay for a sunscreen and skin friendly factor of the sunscreen

while purchasing a sun care product.

Scatter plot:

250 500 750 10001

2

3

4

5

Skin friendlyLinear (Skin friendly)

Willing to spend for asunscreen

Skin

frie

ndly

1=

not a

t al

l,2=n

otai

way

s,3=n

eutr

al,4

=tes

,5=v

ery

muc

h

Analysis: The slope of the graph is almost a straight line which means there exist very poor

relation between willing to pay for a sunscreen and skin friendly term of the sunscreen while

purchasing a sun care product. The value of willing to pay increases the value of price factor of the

sunscreen also increases but in a very low way and does not provide an exact prediction.

Hypothesis testing:


sunscreen and skin friendly factor of the sunscreen while purchasing a suncare product.



a sunscreen skin friendly factor of the sunscreen.

Correlation:


Skin friendly

Willing to pay for a sunscreen 1Skin friendly -0.015493014 1


Interpretation: The r value is 0.02 which means there is a very poor association between willing to

pay for a sunscreen and skin friendly factor of the sunscreen while purchasing a sun care product. R

value is smaller than minimum correlation coefficient.0.02<.16 so null hypothesis accepted which is

there is a statistically significant relationship between willing to pay for a sunscreen and skin

friendly factor of the sunscreen while purchasing a sun care product.


5. Correlation between willing to pay for a sunscreen and water resistance factor of the

sunscreen while purchasing a suncare product.

Scatter plot:

250 500 750 10001

2

3

4

5

Water resiswtanceLinear (Water resiswtance)

willing to pay for a sunscreen

Wat

er re

sista

nce

1=

not a

t all,

2=no

t al

way

s,3=n

eutr

al,4

=yes

,5=v

ery

muc

h

Analysis: From the graph we can see that the slope positively related with the two variables. The

connection between these two variables is very weak. The increase rate between these two terms

is extremely low.

Hypothesis testing:


sunscreen and water resistance factor of the sunscreen while purchasing a sun care product


a sunscreen water resistance factor of the sunscreen


Correlation:


Water resiswtanc

eWilling to pay for a sunscreen

1

Water resiswtance 0.020596795 1


Interpretation: From the result of correlation we can see that the r value is 0.02 which is positive

but far from +1; so there is a very weak positive relationship between willing to pay for a sunscreen

and the water resistance factor while purchasing a sunscreen. Here r value is less than minimum

correlation coefficient.0.02<.16; so null hypothesis accepted which is there is a statistically

significant relationship between willing to pay for a sunscreen and water resistance factor of the

sunscreen while purchasing a sun care product.


6. Correlation between monthly spending amount on cosmetics and attractive display factor

that grabs your attention the most while visiting any store.

Scatter plot:

300 600 900 1200 1500 18001

2

3

4

5

Attractive displayLinear (Attractive display)

Monthly spending amount on cosmetics

Attra

ctive

disp

lay

1=no

t at a

ll,2=

neut

ral,3

=som

e ex

tene

,4=y

es,5

=ver

y m

uch

Analysis: In the graph the x axis is the monthly spending amount on cosmetics and y axis is

attractive display factor that grabs attention while visiting any store. And the slope is showing

that there is a negative poor associating relationship between these two terms. As the value of

monthly spending amount is increasing the value of attractive display factor is decreasing.

Hypothesis testing:


Null hypothesis: There is a statistically significant relationship between monthly spending

amount on cosmetics and attractive display factor that grabs your attention the most while

visiting any store.

Alternate hypothesis: There is no statistically significant relationship between monthly

spending amount on cosmetics and attractive display factor that grabs your attention the most

while visiting any store.

Correlation:

Monthly amount spending on cosmetics

Attractive display

Monthly amount spending on cosmetics 1Attractive display -0.003307977 1


Interpretation: The r value is r = -0.003A negative correlation means that as x and y move in

opposite directions, one increases as the other decreases. We can say poor association

relationship between monthly spending amount on cosmetics and attractive display factor that

grabs your attention the most while visiting any store that does not provide an exact prediction.


7. Correlation between monthly spending amount on cosmetics and free product samples that

grabs your attention the most while visiting any store.

Scatter plot:

300 600 900 1200 1500 18001

2

3

4

5

Free product samplesLinear (Free product samples)


Free

pro

duct

sam

ples

1=

not a

t all,

2=ne

utra

l,3=s

ome

exte

nt,4

=yes

,5=v

ery

muc

h

Analysis: Above in the graph the slope of the line has been negative falling from left to right, sp

there is a negative correlation exist between monthly spending amount on cosmetics and free

product samples that grabs your attention the most while visiting any store. Under a negative

correlation, as the value of monthly spending amount is increasing the value of the free

sampling factors of the product is decreasing.

Hypothesis testing:



amount on cosmetics and free product samples that grabs your attention while visiting any store.


spending amount on cosmetics and free product samples that grabs your attention while visiting

any store.

Correlation:


Free product samples

Monthly amount spending on cosmetics 1Free product samples -0.091216311 1

r= -0.1 df=118minimum correlation coefficient= .16

Interpretation: From the correlation result, the r value is -0.1 so there is weakly negative

relation between monthly spending amount on cosmetics and free product samples that grabs

your attention while visiting any store. And as r value< minimum correlation coefficient so our

null hypothesis is accepted.


8. Correlation between monthly spending amount on cosmetics and discounts that grabs your

attention the most while visiting any store.

Scatter plot:

300 600 900 1200 1500 18001

2

3

4

5

Series2Linear (Series2)


Disc

ount

s 1=

not a

t all,

2=ne

ytra

l,3=s

ome

exte

nt,4

=yes

,5=v

ery

muc

h

Analysis: From the graph we can see that the line is rising from left to right. Since the slope of

the line is positive, there is a positive correlation between monthly spending amount on

cosmetics and discounts that grabs your attention the most while visiting any store. As the value

of monthly spending amount is increasing the value of the discounts factors of the product is

also increasing.


Hypothesis testing:


amount on cosmetics and discounts that grabs your attention the most while visiting any store.


spending amount on cosmetics and discounts that grabs your attention the most while visiting

any store.

Correlation:


Discounts

Monthly amount spending on cosmetics 1Discounts 0.12813284 1


Interpretation: the r value is 0.1 so there is weakly positive relation between monthly spending

amount on cosmetics and discounts that grabs your attention while visiting any store. As the r

value is lower than the minimum correlation coefficient so null hypothesis is accepted. We can

say there is a statistically significant relationship between monthly spending amount on

cosmetics and discounts that grabs your attention the most while visiting any store.


9. Correlation between monthly spending amount on cosmetics and gift items factor that grabs

your attention the most while visiting any store.

Scatter plot:

300 600 900 1200 1500 18001

2

3

4

5

Gift itemsLinear (Gift items)

Monthly spending amount

Gift

item

s 1=

not a

t all,

2=ne

utra

l,3=s

ome

exte

nt,4

=yes

,5=v

ery

muc

h

Analysis: The data displayed on the graph resembles a line rising from left to right. Since the slope

of the line is positive, there is a positive correlation between the two sets of data. As the value of

monthly spending amount on cosmetics increases the value of gift items factor that grabs while

visiting any store also increases.

Hypothesis testing:



amount on cosmetics and gift items factor that grabs your attention the most while visiting any

store.


spending amount on cosmetics and gift items factor that grabs your attention the most while

visiting any store.

Correlation:


Gift items


1

Gift items 0.211283074 1


Interpretation: The r value is 0.2 which means there is a weekly positive relationship between

monthly spending amount on cosmetics and gift items factor that grabs your attention the most

while visiting any store and the r value is greater than the minimum correlation coefficient so

null hypothesis is rejected. So there is no statistically significant relationship between monthly

spending amount on cosmetics and gift items factor that grabs your attention the most while

visiting any store.


10. Correlation between monthly spending amount on cosmetics and posters/leaflets factor that

grabs your attention the most while visiting any store.

Scatter plot:

300 600 900 1200 1500 18001

2

3

4

5

Posters leafletsLinear (Posters leaflets)

monthly spending amount on cosmetics

Post

ers/

leafl

ets

1=no

t at a

ll,2=

neut

ral,3

=som

e ex

tent

,4=y

es,5

=ver

y m

uch

Analysis: The slope of the line had been negative declining from left to right, a negative

correlation exist since the slope of the line would has been negative. Under a negative

correlation, the higher the amount spending on cosmetics the lower the posters/leaflets factor

that grabs your attention the most while visiting any store.

Hypothesis testing:



amount on cosmetics and posters/leaflets factor that grabs your attention the most while visiting

any store.


spending amount on cosmetics and posters/leaflets factor that grabs your attention the most

while visiting any store.

Correlation:


Posters leaflets

Monthly amount spending on cosmetics 1Posters leaflets -0.11150023 1


Interpretation: There is a negative relation between two sets of variables as our r value is

negative and relation is weakly associated between the term monthly spending amount on

cosmetics and the term posters/leaflets factor that grabs your attention the most while visiting

any store. Null hypothesis is accepted as r< minimum correlation coefficient.


10.2 (1) Confidence Interval:

Confidence interval of willing to pay for a sunscreen


Average 538.3333333Standard Error 18.54033884Median 500Mode 500Standard Deviation 203.0992361Size 120Alpha 0.05Margin error 36.33839639Upper limit 574.6717297lower limit 501.9949369Confidence coefficient 0.95

Interpretation: At 95 percent confidence level the estimation for the population’s importance

given on willing to pay for sunscreen falls between the ranges of 501 to 574.

Confidence interval of monthly spending amount on cosmetics:


Average 870.8333333Standard Error 29.28646864Median 1000Mode 1000Standard Deviation 320.8171901Size 120Alpha 0.05Margin error 57.40042377Upper limit 928.2337571lower limit 813.4329096


Confidence coefficient 0.95

Interpretation: There is 95% chance that the population’s importance given on monthly

spending amount on cosmetics falls between the ranges the 813 to 928.

10.2 (2) Chi-square test:

1.First chi-square test has been done between two terms which are monthly spending amount on

cosmetics and willing to pay for a sunscreen.

Null hypothesis: There is a statistically significant relationship between monthly spending mount

on cosmetics and willing to pay for a sunscreen.

Alternate hypothesis: There is no statistically significant relationship between monthly spending

mount on cosmetics and willing to pay for a sunscreen.

In this calculations two way table chi-square test has been done. For that there are two

groups;group A (100-500) means monthly spending on cosmetics and willing to pay for a

sunscreen that consumers pay in this range fall in this group and on the other hand consumers

who pay more than this range fall into group B(600-1200).

Group A(100-500) Group B(600-1200)

Monthly spending amount on cosmetics 34 86

Willing to pay for a sunscreen 89 31


Chi-Square Test: Monthly spending amount on cosmetics, Willing to pay for a sunscreen.

Group Group

A(100-500) B(600-1200) Total

1 34 86 120

61.50 58.50

12.297 12.927

2 89 31 120

61.50 58.50

12.297 12.927

Total 123 117 240

Chi-Sq = 50.448,

DF = 1,

P-Value = 0.000l

Critical value= 3.84 ( pearson chi-square test table)

Interpretation: From the test we can see that our Chi-square result is 50.448. Here DF is 1 and

from the chi-square test table we got our minimum coefficient value which is 3.84.As Chi-

square> minimum coefficient so our null hypothesis is rejected. So there is no statistically

significant relationship between monthly spending mount on cosmetics and willing to pay for a

sunscreen.


2. Second chi-square has been done to see the relationship between the brand factor and price

factor of the sunscreen that consumers see while purchasing a sun care product.

Null hypothesis: There is a statistically significant relationship between the brand factor and

price factor of the sunscreen that consumers see while purchasing a sun care product.

Alternate hypothesis: There is no statistically significant relationship between the brand factor

and price factor of the sunscreen that consumers see while purchasing a sun care product.

To calculate the chi-square test two terms have been divided one is not at all and another is very

much in terms of the two factors that come to consumers mind while purchasing a sun care

product.

Not at all Very much

Brand factor of the sunscreen 6 81

Price factor of the sunscreen 8 12

Chi-Square Test: Brand facto, Price factor of the sunscreen that consumers see while


Not at all Very much Total 1 6 81 87 11.38 75.62 2.546 0.383

2 8 12 20 2.62 17.38


11.074 1.667

Total 14 93 107

Chi-Sq = 15.670,

DF = 1

P-value=0.00

Critical value=3.84 ( pearson chi-square test table)

Interpretation: As chi-square test > minimum coefficient so null hypothesis is rejected. So there

is no statistically significant relationship between the brand factor and price factor of the

sunscreen that consumers see while purchasing a sun care product.

3. Chi-square test between social sites is good ways to promote a new product and word of

mouth-a good fact for promotion of a new item.

Null hypothesis: There is a statistically significant relationship between the term social sites are

good ways to promote a new product and word of mouth-a good fact for promotion of a new item.

Alternate hypothesis: There is no statistically significant relationship between social sites is good

ways to promote a new product and word of mouth-a good fact for promotion of a new item.

For the chi-square test there are two groups agree and disagree and the facts are social sites are

good ways to promote a new product and another fact is word of mouth-a good fact for promotion

of a new item.


Agree Disagree

Social sites good way to

promote

23 3

Word of mouth-good fact

for a new product

91 2

Chi-Square Test: The term social sites are good ways to promote a new product and word of mouth

Agree Disagree Total 1 23 3 26 24.91 1.09 0.146 3.331

2 91 2 93 89.09 3.91 0.041 0.931

Total 114 5 119

Chi-Sq = 4.449,

DF = 1,

P-Value = 0.035

Critical value=3.84 ( pearson chi-square test table)

Interpretation: From the above chi-square test we can see that chi-square result is greater than

our critical value. So it can be state that null hypothesis is rejected and there is no statistically

significant relationship between social sites is good ways to promote a new product and word of

mouth-a good fact for promotion of a new item.


Conclusion & Recommendation


11.0 Recommendation:

As a global leader in skin health, Stiefel, a GSK company, is committed to improving the quality

of life for those affected by skin conditions around the world. There 165 years of dedication to

dermatological solutions has helped Stiefel expand its operations in nearly 132 countries. Stiefel

has both prescription and consumer products. Under the Stiefel products there are both

prescription and non-prescription medicines. GSK is trying to promote their non-prescribed

medicines to consumer. And now Stiefel is going to launch a new sun care product in the market

I was assigned to find out the opportunities, the promotional strategies and how to create more

awareness among consumers about their new product in a most effective communicating way.

To reach the consumer they need to do lots of promotional activities. So, I was assigned for

planning, making leaflets, preparing detail aids for doctors, promotional items, brochure, posters,

etc.

My recommendation is directed towards creating a newer and better image to its customers for

its new products like mentioned that they are launching a new sun care brand in the market and

this requires effective communications. Creating a newer and better image to its customers and

this requires effective communication to them stating the purpose that GSK wants to serve,

benefiting them. This portion of the report contains marketing communication strategies, the

promotional strategies opportunities for a new launching product, I have worked on and on how

to shift their image to a more customer oriented marketing concept of the business from that

more like a selling concept.


The company strategy will enable them to launch their new sun care product and will continue

successfully. But things have to be more focused and most important the lack of awareness has

to be removed. Rather than hoping that everything will turn out ok a planner should try to

identify contingency events and be prepared with plans, strategies and approaches for avoiding,

coping or even exploiting them. We can break it in to focusing on-

The Promotional Mix:

As a multinational company Gsk has been maintaining constant touch with the buyers around the

world through different promotions of products and services to buyers in order to avail of

optimum market share. Promotion is one of the four elements of marketing mix (product, price,

promotion, distribution). It is the communication way between sellers and buyers for the purpose

of influencing, or informing, a potential buyer's purchasing decision. For our promotion purpose

we are going to use mass media such as (print, outdoor, internet and interactive). We have a wide

range of objectives, including: sales increases, new product acceptance, creation of brand equity,

positioning, competitive retaliations, or creation of a corporate image. However there are three

basic objectives of promotion. These are

To present information to consumers as well as others

To increase demand

To differentiate our product

Consumers generally learn about new products and new organic shops by word of mouth

from other consumers and from the survey I found that consumers agree that word of mouth

does influence buying habit. I have planned some of the promotional tactics for our products.

These are described below:


Attractive packaging with gift items can also be a good tool to attract consumers’

attention. Its packaging will ensure user convenience, protection as well as will serve as

promotional tool by proper features.

Several promotional events can be done in shopping malls like Bashundhara city, Rifels-

square,Concord,Agora, Almas.

To expend the market we tried to look for new promotional areas. Such as parlors, super

markets, small shops, and shopping centers. I went to some parlors, shopping malls to

gave them knowledge about our product and convince them to advice about our products

towards their customers but this has to be done in more effective after the launching of

the product also

Gsk can provide its own web site for Stiefel which will help people to know about theior

upcoming products and its features, benefits.

Stiefel can come with a page social sites like face book which comprises all the info’s

about the brand. Will also have a detailed product catalogue out there and whenever new

batches of product are available the consumers get to know about it. And from the

survey I got to know that people are appreciating different social sites for creating

awareness for a new product.

Focusing more on Campaign Design:

Gsk needs to done some more campaign designs for its new coming products in the market..Such

as arranging awareness program for those people who can understand about our Stiefel products

and give idea about the products to other customers or general people. For example, we can


invite some beauty experts in our program and can give them a brief idea about our product.

Moreover, we try to make them convince to keep some of our products in their parlor and

provide knowledge about products to their customer. Through this they can get an idea that

which way is effective for promotional activities.

Focus more on consumer awareness:

Advertising (print media,bill board, and internet ad)

Personal selling

Public relation

Direct marketing

Can come up with different CSR projects.

To make the consumer aware about the Stiefel products and for increasing sale these strategies

might be very much effective.

To focus more on market leader strategy:

GSK is the strongest contender in the industry. However, such successes do not come without

critics. GSK is said to kill competition which is totally discouraged by law and it may pose future

threats for the company in attempts to deviate its focus from maintaining its success in the

industry. It needs to modify its strategies and progress in a more sensible manner. The following

strategies are available for the market leader to exercise – expand total market, defend market

share and expand market share. The company also needs a well formulated full-frontal attack to

fight competition in the long run.

Expand Total Market


To establish a strong brand image of Stiefel in current market situation new customers may have

to gained through new ‘market segment’ strategy and through geographical expansion strategy.

Also promotional offers could be made for increasing customer frequency of making a trip to

GSK stores.

Defend and Expand Market Share

The existing market share has to be defended from attack. Target, currently, is a strong

competitor that poses threat to GSK. The following implementation on handling the company’s

business portfolio is available. GSK must build and/or maintain its competency over the

following factors.

Lowest prices compared in relativity to every competitor

Superior customer services (that are valued by the customers)

Guarantees and warrantees on product offerings

Flexible supply chain to meet customers’ demands on time.

Marketing department has to be integrated with the other departments so that they can ultimately

utilize the resources it has and also can contribute to the ultimate position the company is trying

for to be there.Integrating Production would mean changing the business environment such that

there is less time loss and full utilization.


Stiefel have a big opportunity. The products are very much high quality and expensive product.

Comparing with other brands the products have a good impact in market. Stiefel skin products

are prescribed my millions of dermatologists in more than 140 countries. Moreover, the products

already created a strong position in market and when the people will be more aware about the

product then market will be more expend. Gsk should focus more on promotional activities,

creating awareness,choosing the most effective term of communication to reach maximum level

of consumers. To make the consumer aware about the Stiefel products and for increasing sale

these strategies might be very much effective.

12.0 Limitations of the study

The major hindrance that I faced was, GSK authority was unwilling to share or disclose

some information which was really required to prepare the report due to confidential

issues.

Time was the key constraint since I have to maintain a strict office hour throughout three

months of internship program.

Lacks of enough information as some information were considered highly confidential.

Hence 100% accuracy can’t be assured.

Information about the current market growth was hard to get.

13.0 Conclusion:


Affiliation report helps us to more efficient and more active to gather practical knowledge it

efficient for practical life. Market research is any organized effort to gather information

about markets or customers. It is a key factor to get advantage over competitors. This research

paper I have conducted is a problem solving research; detecting the reasons for such kind of sun

care products, consumer perceptions, buying behavior for this kind of a products and necessary

actions to be taken in order to create a solid position on customers mind, create awareness and

opportunities of a sun care product in Bangladesh market.

GlaxoSmithKline carries good branding image all over the world. Their promotional strategy is

more clear & different from the other Pharmaceutical Company. To enhance the market share &

reaching the market leader company should focus more on their promotional strategy. And if the

company becomes able to make a good impression into the mind of customer then easily go to

top level of the completion market. GSK is committed to developing new and effective

healthcare solutions. The values on which the group was founded have always inspired growth

and will continue to do so in times to come.


http://en.wikipedia.org/wiki/Markets

14.0 References:

http://www.gsk.com.bd/

http://www.gsk.com.bd/about/

http://www.gsk.com.bd/mission/

http://www.gsk.com.bd/products/

http://www.gsk.com.bd/products/prescription-medicines.aspx

http://www.gsk.com.bd/products/non-prescribed-medicines.aspx

http://www.gsk.com.bd/factory/

http://www.gsk.com.bd/responsibilities/

http://www.gsk.com.bd/investors/

www.minitab.com/support/.../Chi-Square

Philip Kotler and Kevin Lane Keller (2011).Marketing Management:Market

segmentation,13th Edition,New Jersey,Us:Prentice Hall.


http://www.minitab.com/support/.../Chi-Square

http://www.gsk.com.bd/investors/

http://www.gsk.com.bd/responsibilities/

http://www.gsk.com.bd/factory/

http://www.gsk.com.bd/products/non-prescribed-medicines.aspx

http://www.gsk.com.bd/products/prescription-medicines.aspx

http://www.gsk.com.bd/products/

http://www.gsk.com.bd/mission/

http://www.gsk.com.bd/about/

http://www.gsk.com.bd/

Appendix


research on dry skin care in bangladesh

Documents