shampoo report (bimhrd)
TRANSCRIPT
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SUMMER TRAINING REPORT SUBMITTED TOWARDS THE
PARTIAL FULFILLMENT OF PGDM IN
TELECOM & MARKETING
Industry Guide: Submitted By:
Mr. Angad Keith Komal Sharma
Assistant Manager-Personal Care unit. Dual - C
ITC Ltd. Roll No. TM109319
“ Market study of the shampoo industry with special emphasis on the key price
points occupied by “Superia” shampoo and the competitors.”
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ACKNOWLEDGEMENT
I consider it a privilege to express a few words of gratitude and
respect to all who guided and inspired me in successful completion of this
project.
I acknowledge my profound indebtness and extend my deep sense of gratitude to
my guide Mr. Angad Keith (Astt. Manager, PC Unit) for sharing his knowledge
and experience and providing valuable guidance, profound advice and
encouragement that has led to successful completion of this project.
I pay sincere thanks to him for giving me an opportunity and providing me the
necessary facilities to carry out the project work in their esteemed organization.
Lastly I would like to thank Prof. Col. A. Balasubramanian, Dean, BITM and Prof.
Dr. Seema Zokarkar, Director, BITM, for their technical and moral support
required for realization of this project.
Komal Sharma.
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TABLE OF CONENTS
CHAPTER PAGE No
1. EXECUTIVE SUMMARY 04
2. INTRODUCTION 06
3. COMPANY And PRODUCT PROFILE 08
4. RESEARCH METHODOLOGY 16
5. ANALYSIS AND INTERPRETATION 20
6. CONCLUSIONS 28
7. Annexure 30
8. BIBLIOGRAPHY 38
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CHAPTER # 1
EXECUTIVE
SUMMARY
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The prime purpose of the report is to analyze the shampoo industry with special
emphasis on the key price points occupied by Superia shampoo and the
competitors in Hardwar and derive the scope for development of Superia in the
rural marketing.
To achieve this, an approach was designed which revealed an insight into the
problem and help conclude the solution.
The set objectives are helpful in deriving the market share of Superia shampoo and
get the insights of the problem that faces this organization in Superia. After
analysis of these findings the conclusion was suggested based on which the
company is expected to derive benefits. This study will help company improve its
share in the Shampoo segment and look into the newer trends in the market.
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CHAPTER # 2
Introduction
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Introduction
Global brands are gaining foothold on local shampoo market, driven by faster growth in demand
because of the low-priced sachets that are popular among low-income groups, students and
travellers
Rural and semi-urban consumers, many of whom are new and irregular users, are the main
contributor to the rise in sales of the item.
However, demand for bottled shampoo has slowed, as customers for such brands are limited in
urban areas, insiders say.
The high demand for mini packs, mostly sell between Tk 1 and Tk 3, depending on the volume
and category, has encouraged marketers for strengthening distribution at retail level in urban and
rural areas
Over the years, the sachet strategy has proved so successful that, according to an ORG Marg
data, 95 per cent of total shampoo sales in rural India is by sachets. The man behind this is
C K Ranganathan, CEO of CavinKare is somebody who changed the rules of the FMCG game.
He is widely regarded as the man behind the sachet revolution.
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CHAPTER # 3Company and Product
Profile
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3.1 Company Analysis
3.1.1 Establishment
Incorporated on 24 August 1910 as the Imperial Tobacco Company of India
Limited, the company's name was changed to ITC Limited in 1974. Rated among
the 'World's Best Big Companies' by Forbes magazine, ITC ranks third on all
major profit parameters among India's private sector corporations. ITC employs
over 20,000 people at more than 60 locations across India.
Turnover :- Rs. 5453 Cr. (As on 22 Jan 2011)
3.1.2 Growth and Diversification:
ITC is one of India's foremost private sector companies with a market
capitalization of nearly US $ 18 billion and a turnover of over US $ 4.75 billion.
ITC is rated among the World's Best Big Companies, Asia's 'Fab 50' and the
World's Most Reputable Companies by Forbes magazine, among India's Most
Respected Companies by Business World and among India's
Most Valuable Companies by Business Today. ITC also ranks among India's
top 10 `Most Valuable (Company) Brands', in a study conducted by Brand Finance
and published by the Economic Times.
3.1.3 ITC is diversified as
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In FMCG, :
Cigarettes : W. D. & H. O. Wills, Gold Flake Kings, Gold Flake Premium,
Navy Cut, Insignia, India Kings, Classic (Verve, Menthol, Menthol Rush,
Regular, Mild & Ultra Mild), 555, Benson & Hedges, Silk Cut, Scissors,
Capstan, Berkeley, Bristol, Lucky Strike, Players and Flake.
Foods : (Kitchens of India; Ashirvaad; Minto; Sunfeast; Candyman; Bingo;
Yippee, Sunfeast Pasta brands in Ready to Eat, Staples, Biscuits,
Confectionery, Noodles and Snack Foods)
Apparel : (Wills Lifestyle and John Players brands)
Personal care: (Fiama di Wills; Vivel; Essenza di Wills; Superia; Vivel di
Wills brands of products in perfumes, haircare and skincare.
Stationery: (Classmate and Paperkraft brands)
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Safety Matches and Agarbattis : [Ship (through ownership of WIMCO); iKno;
Mangaldeep; Aim brands]
Other businesses include:
Hotels : ITC's hotels (under brands including ITC Hotel WelcomHotel) have
evolved into being India's second largest hotel chain with over 80 hotels
throughout the country. ITC is also the exclusive franchisee in India of two
brands owned by Sheraton International Inc.- The Luxury Collection and
Sheraton which ITC uses in association with its own brands in the luxury 5 star
segment. Brands in the hospitality sector owned and operated by its subsidiaries
include Fortune and Welcome Heritage brands.
Paperboard, Specialty Paper, Graphic and other Paper
Packaging and Printing for diverse international and Indian clientele.
Infotech (through its fully owned subsidiary ITC Infotech India Limited which
is a SEI CMM Level 5 company)
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As one of India's most valuable and respected corporations, ITC is widely
perceived to be dedicatedly nation-oriented. Chairman Y C Deveshwar calls this
source of inspiration "a commitment beyond the market". In his own words: "ITC
believes that its aspiration to create enduring value for the nation provides the
motive force to sustain growing shareholder value.
ITC practices this philosophy by not only driving each of its businesses
towards international competitiveness but by also consciously contributing to
enhancing the competitiveness of the larger value chain of which it is a part."
ITC's diversified status originates from its corporate strategy aimed at
creating multiple drivers of growth anchored on its time-tested core competencies:
unmatched distribution reach, superior brand-building capabilities, effective supply
chain management and acknowledged service skills in hotels business. Over time,
the strategic forays into new businesses are expected to garner a significant share
of these emerging high-growth markets in India.
ITC's Agri-Business is one of India's largest exporters of
agricultural products. ITC is one of the country's biggest foreign exchange earners
(US $ 2.8 billion in the last decade). The Company's 'e-Choupal' initiative is
enabling Indian agriculture significantly enhance its competitiveness by
empowering Indian farmers through the power of the Internet. This
transformational strategy, which has already become the subject matter of a case
study at Harvard Business School, is expected to progressively create for ITC a
huge rural distribution infrastructure, significantly enhancing the Company's
marketing reach. ITC's wholly owned Information Technology subsidiary, ITC
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Infotech India Limited, is aggressively pursuing emerging opportunities in
providing end-to-end IT solutions, including eenabled services and business
process outsourcing.
In line with ITC's aspiration to be India's premier FMCG company, recognised for
its world-class quality and enduring consumer trust, ITC forayed into the Personal
Care business in July 2005. In the short period since its entry, ITC has already
launched an array of brands, each of which offers a unique and superior value
proposition to discerning consumers. Anchored on extensive consumer research
and product development, ITC's personal care portfolio brings world-class
products with clearly differentiated benefits to quality-seeking consumers.
ITC's Personal Care portfolio under the 'Essenza Di Wills', 'Fiama Di Wills', 'Vivel
UltraPro', 'Vivel' and'Superia' brands has received encouraging consumer response
and is being progressively extended nationally.
ITC's state-of-the-art manufacturing facility meets stringent requirements of
hygiene and benchmarked manufacturing practices. Contemporary technology and
the latest manufacturing processes have combined to produce distinctly superior
products which rank high on quality and consumer appeal.
Extensive insights gained by ITC through its numerous consumer engagements
have provided the platform for its R&D and Product Development teams to
develop superior, differentiated products that meet the consumer's stated and innate
needs. The product formulations use internationally recognised safe ingredients,
subjected to the highest standards of safety and performance.
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The Superia range of soaps and shampoos have been launched to cater to the large
popular market in the personal care category. The products under the Superia brand
are made from scientifically developed formulations enriched with natural
ingredients that have traditionally been known to be good for the skin and hair.
The range offers consumers access to some of the best-in-class products in vibrant
attractive packaging.
Superia Soaps enriched with natural ingredients give radiant glowing skin. Superia
Soaps are available in four variants :
1
.
Fragrant Flower: with the fragrance of Rose &
Lavender Oil
2
.
Soft Sandal: with the fragrance of Sandal &
Almond Oil
3
.Natural Glow: with Neem & Coconut Oils
4
.Healthy Glow: with Orange Oil
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Superia Lemon Fresh & Milky Glow Soaps
Superia added two new soap variants to enhance its product portfolio. Superia
Lemon Fresh with its lime extracts, mint oil and germ fighters keeps skin fresh,
fragrant and glowing. Superia Milky Glow with the goodness of milk protein,
saffron oil and the essence of jasmine, keeps skin soft and radiant.
Superia shampoos with triple conditioners and natural ingredients
bring a natural shine to hair. Superia shampoos are available in two variants:
1. Shiny Black with Triple Conditioners and the natural goodness of Hibiscus
& Brahmi extracts.
2. Vibrant Green with Triple Conditioners and the natural goodness of Amla &
Arnica extracts.
Another addition to the Superia shampoo portfolio, Superia Maxi
Protect Active Health shampoo contains Dandruff Fighter along with Vitamins &
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Soya Protein. It fights multiple types of dandruff causing germs and leaves hair &
scalp feeling clean & healthy.
Chapter # 4
RESEARCH
METHODOLOGY
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OBJECTIVES
The prime purpose of the report is to analyze the shampoo industry with special
emphasis on the key price points occupied by Superia shampoo and the
competitors in Hardwar and derive the scope for development of Superia in the
rural marketing.
To achieve this, an approach was designed which revealed an insight into the
problem and help conclude the solution.
BENEFITS OF STUDY
The set objectives are helpful in deriving the market share of Superia
shampoo and get the insights of the problem that faces this organization in Superia.
After analysis of these findings the conclusion was suggested based on which the
company is expected to derive benefits. This study will help company improve its
share in the Shampoo segment and look into the newer trends in the market.
RESEARCH DESIGN
The purpose of research is to discover answers to questions through the
application of scientific procedures. The main aim of research is to find out the
truth which is hidden and which has not been discovered as yet. I have tried to find
the solution through my study. Hence, this is an Applied Research.
SAMPLE DESIGN
The sample to be used in this research is non - probability sampling
because all the population elements do not have an equal chance to get selected
and Convenience method is selected to collect data because it is cheapest and
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easiest to conduct. And researchers have the freedom to choose whatever they find
and what is conclusive for their study. I have taken the data from the various
departmental stores, Kirana stores and retailers of Hardwar region.
SCOPE OF THE STUDY
The study helps in finding out the problematic areas of the Superia shampoo
sales in the Hardwar region. The conclusions are based on the study conducted in
various departmental stores, Kirana stores and retailers. The conclusions are also
assisted by personal experiences during the study and away from the basic surveys
conducted. The study and its results are expected to boost the sales of the
company’s product Superia .
LIMITATIONS OF THE STUDY
a) The sample size for the research is 40 consumers and 15 retailers. The
accuracy of results are bound to increase with the increment in the sample
size.
b) The study has been conducted in the Hardwar region and such its scope is
limited to this region only and must not be used to derive conclusions for
overall India or the world.
DATA COLLECTION
Once the research design has been decided the next stage is that of selecting source
of a data. Essentially, there are two type of source of data.
1.) Primary data
2.) Secondary data
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The data required for this study has been basically primary but the conclusion had
not been possible without the secondary data.
Primary data: The primary data are those which are collected afresh and for the
first time, and thus happen to be original in character. The primary data was
collected through various surveys conducted in the different outlets. The various
outlets include- departmental stores, Kirana stores and retailers.
Secondary data: The secondary data are those data, which are collected from
earlier research work and are applicable as well as usable in study of research. No
secondary data used as such.
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Chapter # 5
Analysis and
Interpretation
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Players Of Re1 and
Re0.50 shampoo sachets
Name Price Quantity (in mL) Consumers Trade
P Promotion Promotion
1. Sunsilk(black) Re.1 5.8+1.2=7 20%extra
2. Chik Re.1 7
3. Clinic Plus Re.1 6+1.2=7.2 20%extra
4. Sunsilk(pink) Re.1 5+1=6 20%extra
5. Dabur total protect Re 1 6
6. Superia(maxi protect) Re.1 7+2=9 25%extra
7. Superia(triple condnrs.) Re.1 8
8. Vatika Re.1 5
9. Pantene Re.1 6
10.Lux Re. 0.50 4
11.Rejoice NA
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Q. Factor you consider the most while purchasing a shampoo.
Price 6 15%
Brand Name 8 20%
Packaging 0 0
Performance 5 12.5%
Scheme 4 10%
Fragnance 2 5%
Hair Type 7 17.5%
Availability 1 2.5%
Advertisemen
t
7 17.5%
Packag
ing
Availa
bility
Fragn
ance
Schem
e
Perform
ance
Price
Brand Nam
e
Hair Ty
pe
Adverti
semen
t0
5
10
15
20
25
respodents in %
respodents in %
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Q. How regularly do you change your shampoo?
Every time 10 25%
Once in a month 5 12.5%
Once in a two month 11 27.5%
Stick to one 14 35%
Once in a month Every time Once in a two month
Stick to one0
5
10
15
20
25
30
35
40
respodents in %
respodents in %
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Q. Which of the following brands of shampoo you use?*
*many consumers gave multiple brand names.
Superi
a
Dabur T
otal Pro
tect
Vatika Chik
Clinic P
lus
Sunsilk
Panten
eLu
x0
2
4
6
8
10
12
14
Series 1
Series 1
Sunsilk 11
Pantene 12
Clinic Plus 10
Chik 7
Superia 1
Lux
Vatika 3
Dabur Total Protect 1
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Q. How frequently do you purchase it?
Thrice in a week 15 37.5%
Twice in a week 12 30%
Once in a week 8 20
Twice in a month 1 2.5
Once in a month 4 10
Twice in a month
Once in a month
Once in a week Twice in a week
Thrice in a week
0
5
10
15
20
25
30
35
40
respodents in %
respodents in %
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Q. How many sachets you purchase at every occasion?
2-3 14 35%
4-6 11 27.5%
8-12 10 25%
13-20 3 7.5%
20-30 2 5%
2-3 4-6 8-12 13-20 20-300
5
10
15
20
25
30
35
40
respondents in %
respondents in %
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Q. What do you expect from a shampoo brand after wash?
* consumers gave multiple answers for this question.
Re-build
ing dam
aged
hair
Hair St
rength
ening
Hair sm
oothening
Conditioning
Shiny h
air
Less h
air fa
ll
Dandru
ff free
Length
ens h
air0
2
4
6
8
10
12
Series 1
Series 1
Hair Strengthening 3
Dandruff free 10
Shiny hair 8
Less hair fall 8
Re-building damaged hair 1
Lengthens hair 10
Hair smoothening 5
Conditioning 5
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CHAPTER # 6
Conclusions
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CHAPTER # 7
ANNEXURES
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ANNEXURE-I
Address_________________
Male:-_____Female :-_____
A Questionnaire On The Consumer Behavior On Purchase Of The Shampoos
1. What product do you use for your hair?
Shampoo Soap Home remedy( If your answer is Shampoo, then continue with rest of the questions)
2. Do you use Shampoo in sachets? Yes No (If yes, then continue)
3. Which category of shampoo sachet you purchase?
Rs.3 Rs.2 Rs.1 Rs.0.50
4. Factors you consider while purchasing a shampoo
RANK THEM ACCORDING YOUR PRIORITY:
Hair type Performance
Packaging Quality
Price Availability
Brand Name Scheme
Fragnance
5. How regularly do you change your shampoo? After every timeOnce a monthOnce a 2 month Stick to oneOthers
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6. No. of times you shampoo your hair in a week
1 - 2 3 - 4
5 - 6 7 and above
7. Did you consult any dermatologist before buying any shampoo?
Yes No
8. Which of the following brands of shampoo you use.
Lux Sunsilk Chik
Vatika Clinic plus Rejoice
Superia Nyle Pantene
Others(please specify) ________________
9. How frequently do you purchase it?
Thrice a week
Twice a week
Once a week
Twice a month
Once in 2 month
More
10. From where do you purchase these products ?
Retailer Wholesaler Kirana
Medical Store Departments Others(specify)________
11. How many sachets you purchase at every occasion?
______
12. From which source do you come to know about this brand of shampoo?
Family members
Friends or relatives Advertising
Retailer
Source of awareness
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13. Why do you prefer this brand of Shampoo?
I use it because it is easily available.
I use it because everyone at home uses it.
I use it because it helps me to maintain my hair.
Other(please specify)_______________.
14. Level of satisfaction you are getting from your shampoo brand.
Highly Satisfied Satisfied Neutral
Dissatisfied Highly dissatisfied
15. What do you expect from a shampoo brand after wash?
Hair strengthening Rebuilding Damaged hair Shiny and healthy hair
Less hair fall Dandruff free Protection from sun rays
Smoothening of hair conditioning Protection from sun rays
Media Habits Do you watch television regularly? Yes No Which television channel is regularly watch in your family?
Star plusSonyZee TVDD channelOthers
At what time do you mostly watch TV?
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Which newspaper do you read regularly?Punjab Kesari Amar Ujala Dainik Jagran Hindustan TimesTimes of India Others(specify)
Do you listen to radio?Listen Do not listen
DemographicOccupation
Agriculture StudentEmployee BusinessUnemployed
Monthly income2000-below 2001-40004001-6000 6001-80008001-above
Morning Noon Afternoon Night
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ANNEXURE-II
RETAILERS QUESTIONAIRE ON SHAMPOOS DISTRIBUTION
Name of the retailer: -
Area of distribution: -
1. How many different brand of shampoos do you sell ?
SKUMR
PMargin
Present stock Any other
SKU7.5ml 100ml
Sunsilk
Pantene
Clinic Plus
Chick
Lux
Nyle
Vatika
Rejoice
Ayur
Others
2. Approximately how many sachets do you sell in a day? _______________
3. Who frequently come for purchasing the shampoos?
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4. How many sachets do they purchase at one time?
_________________________
5. How frequently do you place your order?
Daily Weekly Biweekly Monthly 2 monthly
6. What is the ordering size?
Sachets
Sunsilk
Pantene
Clinic Plus
Chick
Lux
Nirma
Nyle
Vatika
Rejoice
Others
Ladies Males Kids
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7. What is the reason you don’t keep the above-mentioned products?
Products name Reason
1.
2.
3.
4.
8. Which according to you is a better product & why?
Parameters \ Products name
Margin
Packaging
Consumer pull
Ad
Schemes
Regular supply
Credit available
Relation with sales person
Others
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CHAPTER # 8
BIBLIOGRAPHY
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Books:
1. Marketing Research. By- Dash and Malhotra
Internet Websites:
www.wikipedia.comwww.google.comwww.itcportal.comwww.economictimes.indiatimes.com