cavin care project
TRANSCRIPT
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INTRODUCTION
The Indian FMCG sector is the fourth largest in the economyand has a market size of US$13.1 billion. Well-established
distribution networks, as well as intense competition betweenthe organised and unorganized segments are the
characteristics of this sector. FMCG in India has a strong and
competitive MNC presence across the entire value chain.It has
been predicted that the FMCG market will reach to US$ 33.4
billion in 2015 from US $ billion 11.6 in 2003.
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PROJECT: CATEGORY ANALYSIS OF TALCUMPRODUCT
AREA- DELHI SAMPLE COLLECTED FROM 200 RETAIL
SHOPS.
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PERSONAL CARE PRODUCTS
Personal care products are the key constituents
of the Fast Moving Consumer Goods(FMCG)
sector.
Personal care Products are further divided into 6
categories:
Oral care
Hair care - oils
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Hair care - shampoos
Skin care Cosmetics -Talcum powder is the most
popular cosmetic product in India. This market
is estimated at Rs 3.5 bn and is yet growing at10-12% pa. Awareness is very high at 80%,
with a penetration of 45.4% in urban areas
and 25.2% in rural areas.
Feminine Hygiene
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TALCUM POWDER INDUSTRY
The talcum powder industry can be divided
under these headings:
Fragrance talcum powder
Prickly heat powder
Cool talcum powder, and
Baby powder
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DATA ANALYSIS AND
INTERPRETATION
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BRANDS Total MARKET SHARE(%)
Ponds 2240 19.10
Cinthol talc 600 5.12
Emami Boro plus 240 2.05
Denim 920 7.84Nycil 2040 17.39
FA talc 100 0.85
Navratna cool talc 1040 8.87
Dermicool 1880 16.03
Spinz 360 3.07
Johnson &Johnson 800 6.82
lifebuoy Talc 320 2.73
EVA 200 1.71
Yardly 200 1.71
Wild stone 400 3.41
Zatak 240 2.05
Temptation 90 0.77
Itch guard 60 0.51
TABLE-1 COMPARISION OF OVER ALL TALCUM POWDER INDUSTRY.
On analysing the number of units of each brand of talcum powder kept in the stock by the
retailers and then finding the percentage of each brands, the following results are obtained.
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Table-2 :Comparison of Fragrancetalcum powder brands.
On analysing thenumber of units of each
fragrance talcumpowder brand kept in
the stock by the
retailers and then
finding the percentageof each brands the
following results are
obtained.
BRANDSBRANDSTOTAL No. OFTOTAL No. OF
UNITSUNITS
PERCENTAGEPERCENTAGE
CALCULATEDCALCULATED
PONDSPONDS 22402240 5151
DENIMDENIM 920920 2121
FA TALCFA TALC 100100 22
SPINZ TALCSPINZ TALC 360360 88
EVAEVA 200200 55
YARDLYYARDLY 200200 55
ZATAKZATAK 240240 66
TEMPTATIONTEMPTATION 9090 22
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1
2
4
8
16
32
64
P rc tag
51% 21% 2% 8% 5% 5% 6% 2%51% 21% 2% 8% 5% 5% 6% 2%
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TABLE-3 :Comparison ofPrickly heat
powder brands. On analysing the
number of units of each
prickly heat powderbrand kept in the stock
by the retailers and
then finding the
percentage of eachbrands the following
results are obtained.
BRANDSBRANDS
TOTAL No.TOTAL No.
OF UNITSOF UNITSPERCENTAGEPERCENTAGE
CALCULATEDCALCULATED
NYCIL TALCNYCIL TALC 20402040 47.4447.44
DERMICOOLDERMICOOL 18801880 43.7243.72
ITCH GUARD TALCITCH GUARD TALC 6060 1.401.40
LIFEBUOY TALCLIFEBUOY TALC 320320 7.447.44
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1
2
4
8
1
32
4
NYCIL TALC DERMICOOL ITCH GUARD TALC LIFEBUOY TALC
PERCENTAGE
47.44% 43.72% 1.4% 7.44%47.44% 43.72% 1.4% 7.44%
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TABLE-4 :Comparison of Cool Talcum
powder brands.
On analysing thenumber of units of each
cool talcum powderbrand kept in the stock
by the retailers and
then finding the
percentage of eachbrands the following
results are obtained.
BRANDSBRANDS
TOTALTOTAL
No. OFNo. OF
UNITSUNITS
PERCEPERCE
NTAGENTAGE
CALCUCALCU
LATEDLATED
CINTHOL TALCCINTHOL TALC 600600 2626
EMAMI BOROPLUSEMAMI BOROPLUS
ICE TALCICE TALC 240240 1111
NAVRATNA COOLNAVRATNA COOLTALCTALC 10401040 4646
WILD STONEWILD STONE 400400 1818
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05
10
15
20
25
30
35
40
45
50
CINTHOL TALCEMAMI BOROPLUS ICE TALCNAVRATNA COOL TALCWILD STONE
PERCENTAGE
26% 11% 46% 18%26% 11% 46% 18%
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TABLE-5 ANALYSIS OF DEMAND OF
CONSUMERS FOR TALCUMP
OWDER.(MOSTLY/AVERAGE/LOW)
During summer seasonthe demand are as
follows:
During other seasonsthe demand is asfollows:
BRANDBRAND DEMANDDEMAND
NYCIL TALCNYCIL TALC MOSTLYMOSTLY
DERMICOOL TALCDERMICOOL TALC MOSTLYMOSTLY
NAVRATNA COOL TALCNAVRATNA COOL TALC LOWLOW
BRANDBRAND DEMANDDEMAND
PONDSPONDS MOSTLYMOSTLY
DENIM TALCDENIM TALC AVERAGEAVERAGE
SPINZ/ZATAKSPINZ/ZATAK LOWLOW
N.B:There was no clear mandate for summer brands by the retailers as per the data collected.
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TABLE-6 COMPARISION OF CONSUMERBEHAVIOR FOR BUYING A TALCUM
POWDER.
On analysing the dataprovided by the retailers
on a 5 point scale and
then calculating the
percentage of such data
following results is
produced.
FACTORS PERCENTAGE
PRICE 15 %
FUNCTION 24 %
QUANTITY 15 %
BRAND NAME 29 %
DISCOUNT /
OFFER
17 %
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15%
24%
15%
29%
17%
Price
FunctionQuantity
Brand name
Discount/ Offer
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TABLE-7 COMPARISION OF IMPORTANT FACTORSFOR A CONSUMER FOR BUYING A TALCUM
POWDER.
On analysing the dataprovided by the retailers
on a 5 point scale and
then calculating the
percentage of such data
following results is
produced.
FACTORSFACTORS PERCENTAGPERCENTAGEE
Soothing &Soothing &CoolingCooling
2121
FragranceFragrance 2828
Prickly heatPrickly heat 2424AntiAnti perspirantperspirant 1616
Softness & OilSoftness & Oilabsorptionabsorption
1111
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21%21%
28%28%24%24%
16%16%
11%11% Soothing &
Cooling
Fragrance
Prickly heat
Anti perspirant
Softness and oil
absorption
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Buyers
58.82%
Familymembers
11.76%
Retailer
29.42%
Table-8 Who chooses a brand ?
The question gives mandate about the decision made during thepurchase of a talcum powder brand. The response collected by theretailers on analysis indicate that in 58.82% of buyer are aware of thereproduct to be purchased and demand for the same, in 11.76 cases thefamily members direct the course and in 29.42% the retailer suggestthem to buy .
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38%
62%
Single user brands
Brands for family use
TABLE-9 ANALYSISOF TYPE OF
BRANDPREFERED FORCONSUMPTION.
When asked which type ofbrand is preferred by theconsumers for their consumption
the results were as follows:
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TABLE-10 ANALYSIS OF PSYCHOGRAPHY OF
CONSUMERS FOR TALCUMP
OWDER BRAND:On the basis of data given by the retailers the following
analysis can be done:
23
30-36
24
24-30
27
AGEAGE
PERCENTAGEPERCENTAGE
N.B: No clear result was obtained when asked about the gender of the consumers, all retailers respond thatsimilar number of female and male come for buying talcum powders.
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TABLE-11 SHOWS THE DESCRIPTION
OF CONSUMERS.
The description provided by the retailers on the basis of theoccupation of their consumers the following interpretationcan be done:
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0
5
1015
20
25
30
35
40
PERCENTAGE
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TABLE-13 FREQUENCY OF PURCHASE
QUANTITY WEEKLY FORTNIGHT MONTHLY 2MONTHS
20 gms 7%
50 gms 4 % 4%
100 gms 32 % 11 %
200 gms and
above
24% 13 %
When asked about the frequency of purchase or the buying tendency of the consumer i.e
the normal interval between their buying , different results were obtained for different
quantity of talcum powder.
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SUGGESTIONS :
A common suggestion from most of the retailers:
1. The price printed on the body should be bold so
that one can see them without effort.( N.B. most of the retailers were middle aged
persons and the have difficulty to see the minutely
printed price on the body of the talcum powder.)2.The fragrance must withstand for a longer period
like those of deodorants.
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A THREAT TO THE INDUSTRY
THE SMELL NICE GENERATION:
For most of the year, India is a sweaty, tropical country.But for more than fifty years after Independence, mostIndians did not seem to care.For decades, they could dowith talcum powder to take care of the sweat. Now they do
care. They watch television. They watch foreignchannels.They watch glamourous women and women whopresumably smell good. They are learning about sexappeal.
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The result? According to data available withORG, deodorants are already estimated to be a US$ 35million market, growing at 15 percent a year, and knownto be rapidly replacing talcs. This also means thatdeodorants will cannibalize into the talcum powder
market of over US$ 125 million. And this is just theofficial version of the size of the market. Industrywatchers believe that the real size of India's deo marketcould be upward of US$ 65 million.
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Key drivers that have resulted in the growth of deodrantsmarket:
Growing awareness of deodorants:
Effective pricing: Increased penetration in rural
Heavy advertising:
Help from the Government:
SOURCE:www.ibef.org
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Key findings from the retailers:
1. D you think deodorant market is growing at a more pace than talcum powder?
YES 45 %
NO 55%
N.B: April to July is typical season for prickly heat powder.
Rapid growth of modern stores (malls) may attract customers for deodorants(specially imported)
2. Factor which is more important for the growth of deodorant market in India?
This answer is marked on a 5 point rating scale where 5 is for highest and 1 is thelowest.
FACTORS RATINGS
EFFECTIVEPRICING 1
GROWING AWARENESS 4
HEAVY ADVERTISING 5
REDUCED CUSTOM DUTIES 3
INCREASEDPENETRATION 2
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3. Which age group of people are more prone todeodorant use?
0
10
20
30
40
50
0
YOUNG
55 %
MIDDLE AGE
38%
OLD AGE
7 %
PERCENTAGE
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