A REPORT

ON

MARKET STUDY OF

HAIR CARE AND SKIN CARE PRODUCTS &

POST-TRIAL STUDY OF

PAIN OIL

for

SPANDAN HEALTH CARE98, City Center 9th Floor, Swastik Cross Road

C.G.Road, Ahmedabad 380 009

Submitted To

N.R. Institute of Business Management, Ahmedabad

Prepared By

Manish TrivediBatch 2003-2005

July 2004

SPANDAN HEALTH CARE98, City Center 9th Floor,

Swastik Cross Road, C.G.RoadAhmedabad 380 009

Tele: (079) 822 9496 Fax: (079) 264 30 464

July 15, 2004

CERTIFICATE

This is to certify that Mr. Manish M. Trivedi, a student of Master of

Business administration at N.R. Institute of Business Management,

Ahmedabad, has successfully completed his Summer Training with us as per

following details.

The Project Assignment : 1. Market study for Hair Care and Skin Care.

2. Post-trial Study of Pain Oil

Project Place : Bangalore

Training Period : 6 Weeks from 1st June to 15th July, 2004

Training Guide : Mr. Samrat Patel

For Spandan Health Care

[ Samrat Patel ]

Acknowledgement

Every Student owes a great deal to others and I am no exception

because learning is a process which entails give and take; exchange of

ideas and value addition through discussions.

First & Foremost, I express my gratitude to Mr. Samrat Patel -

Director, Spandan Health Care for giving me an opportunity to work

on this project in Banglore. I am thankful to Mr. Manoje Trivedi,

Marketing Consultant to Spandan Health Care who have guided and

provided me their invaluable time and significant suggestions which

have made this project a systematic and organized one.

Sincere efforts are always needed from many people to give life

to the project work and I gratefully acknowledge my debt to those who

contributed to the same, such as Mr. Dilip Shah (an energetic

stockist in Banglore) and Mr. Vyankatesh, an orderly boy at Ganesh

Hotel who gave me graphical knowledge of Banglore geography. This

project is a result of numerous important inputs from various peoples

at Banglore and Ahmedabad, without whose help this project would

not have been materialized.

I am also indebt to all my friends and colleagues who have

helped me directly or indirectly for preparing this project report.

Finally I appreciate the opportunity given to me by Spandan

Health Care to work on this project in Banglore City, Karnataka.

Manish Trivedi

Introduction to the Project

MBA Curriculum is designed to give more practical exposure to

the student so that one can make use of theoretical knowledge in the

real life situations. With this thrust, dissertation study has been

included which provides opportunity to me to gain practical insight of

the market. This hands-on experience helps me in identifying the

critical factors of market study and consumer attitude towards the

products. This rich experience will be of great help in my future

endeavors. And it also solves the purpose for the partial fulfillment of

MBA curriculum. The Six to Eight week training at Spandan Health

Care, included a brief introduction to the cosmetics product [Hair and

Skin Category] and Pain oil products as a whole as well as introduction

to the company itself.

The other part of the training included practical exposure that

dealt with hardcore field work including a exploratory research on " A

Market Study on the Hair Care Products and Skin Products and

Post-Trial Study of Pain Oil ". For this, three structures

questionnaire were designed and a survey was undertaken of about

122 Medical / Chemist Shops and 25 Pain Oil Sample Study in the

region of Banglore City.

Once the work of data collection was completed, the next task

was that of data analysis and tabulation which required true

managerial competencies. This was done using graphical

representations in order to make it clear and easily understandable.

Executive Summary

Hair Care and Skin Care has been a age long habit. Today, Hair

Care and Skin Care has become one of the most raging markets of all.

The Hair Care products constitutes of oiling, cleaning products and

other products such as lotion, Vitaliser, Conditioner and Gel etc.

provided by national or regional brands, private labels, and certain

loosely available products.

The hair market is very challenging and so is the study of hair

care. The Skin care product market is so much complexing and

challenging so is to study of it. This study is not related to studying the

consumer attitude towards hair care products and skin care products

or relevance of brands in purchasing either.

Objective

The prime objective is to study the present market scenario

about Hair care products and Skin care products and Post trial study of

Pain Oil product in middle-income segment consumers.

The company is having product in Hair Care category and Skin

Care category and also in process of making Pain oil product. The

company is planning to introduce or launch its products in Karnataka

state so regarding this I was assigned this job in Banglore.

Research Methodology

The research carried out exploratory and descriptive in nature.

Sample Size 122 Medical / Chemist Shops

25 Post Trial study of Pain Oil

Sampling Method Area Sampling

Sampling Tool Questionnaire

CONTENTS

Certificate

Acknowledgement

Introduction to Project

Executive Summary

Contents

Research Objective

Research Methodology

Limitations

Market Study of Hair Care and Skin Care

1. Hair Care, Skin Care and Pain Oil Findings

2. Findings : Hair Care

3. Findings : Skin Care

4. Findings : Fairness Cream

5. Findings : Pain Oil

6. Retailer's Confidence Level : All Categories

7. Retailer's Response to PACKING of our Product

8. Retailer's Response to MARKET ACCEPTANCE of our Product

9. Retailer's Response to PRICE of our Product

Post-Trial Study of Pain Oil

Brief and Introduction

Findings

Summary Findings

Concluding Suggestions

Learning

RESEARCH OBJECTIVES

The study of Hair care and Skin care market have been undertaken on

certain objectives. This is a market study regarding the retailer's

perception, views, thoughts and opinions. The study is also regarding

the product movement and position in the market. This is a qualitative

study of hair care and skin care. I have tried to study the market

movements and market share of the hair care and skin care brands or

the awareness level of the brands. I have tried to study the

penetration rate or recall rate of the brands and their average Offtake

per month from the retail outlet. My objectives of the study are divided

into the following aspects:

√ My first objective is to study the awareness level regarding the

hair care and skin care products. I have tried to measure

retailers' perception regarding hair care and skin care products.

Do they recall properly or perfectly? and How many brands ?

What is their opinion about the brands or market movements of

brands? They recalled it? I have also tried to study the

awareness level regarding Pain Oils product as such company is

interested to introduced in Karnataka.

√ My second objective is to study the Offtake per month of

particular hair care and skin care product from the chemist and

cosmetics shop.

√ My third objective is to study the market movements or what

retailers feel about skin care and pain oil brands.

√ My fourth objective is to study the retailers' opinion or response

to the company's brands i.e. VIVA Hair Vitalizer and EVITA Skin

Tonic, which company is planning to launch in Karnataka.

√ My fifth objective is to take the post-trial study of Pain Oil, which

company is planning to develop or make and launch later in

Karnataka. The Pain Oil which was earlier distributed to the

respondents and I have to study or take the feedback about how

they feel about pain oil and How do they find pain oil.

RESEARCH METHODOLOGY

Research Type

The research carried out was exploratory in nature as the purpose

was to find the awareness and retailers' opinion about Hair care and

Skin care products.

Sampling Plan for Market Study

Type of Universe - Finite (Chemist Shops & Cosmetics Shop)

Sampling Unit - Specified areas of Banglore

Source List - Random Selection

Size of Sample - 120 Shops

Sampling Plan for Post Trial Study of Pain Oil

Type of Universe - Finite (respondents who is having pain)

Sampling Unit - Specified areas of Banglore

Source List - Random Selection

Size of Sample - 12 Residents

Sampling Distribution

The sample was thoughtfully distributed to cover retailers of various

areas of Banglore. The retailers were also diversified in terms of their

shop size like Big, Medium or Small and categorized like Chemist Shop

or Chemist and General Shop.

Sampling Method

The practical motivation for selecting Area Sampling as the Sampling

Method was that there is no current and accurate list of universe

elements of Banglore City and thus, it was impossible to select

probability sample of these directly. Thus, the universe which I have

selected for my study is finite and randomly. Different areas selected

on the basis of lifestyles and income groups are as below.

Area 1 Area 2

Rajaji Nagar Sheshadri Puram

Jay Nagar Malleshwaram

Gandhi Nagar Chikpet Circle

Vijaya Nagar R.T. Street

Where Area 1 = Upper middle class and posh area

Area 2 = Middle class and City Area

Sampling Tool

The rationale for selecting Questionnaire as the tool is as under.

√ Nature and Objective of Inquiry: The nature of sampling was

Area Sampling, which required data to be statistically quantified.

Objective of the project was to conduct exploratory research.

Both of these factor lead me to the selection of questionnaire as

the sampling instrument.

√ Time Factor : Compared to other methods, Questionnaire

requires shorter duration for Data Collection. Thus I was able to

reach large number of samples making the results more reliable

and dependable.

√ Availability of Funds : Questionnaire has an advantage of low

cost even when the universe is large as compared to other

methods.

Following Facts were kept in mind while preparing the

questionnaire:

1. The questionnaire is in easy language.

2. Maximum answers of questions are in numbers and there can be

more than one answer for most of them.

3. The comments and suggestions were open-ended question so

that the respondent could elaborate upon his or her thought.

4. The size of the questionnaire in not too long. This is to make the

job feasible both for the respondent and researcher.

Analysis of Data

√ Various techniques and judgements were used to analyze the

primary and secondary data collected.

√ Tables and Descriptive Text are used for presentation of the

analyzed data in this report.

LIMITATIONS

√ As the survey was conducted only in class of few respondents

and few areas of Banglore, the findings can not be generalized to

entire Indian market and segment.

√ Limitation of sample design in terms of how area sampling units

are to be defined, how many area sampling units should be

selected at each stage, and what selection process should be

used.

√ Limitation of time that restricted the sample size to 120. As the

universe is substantially large and scattered, the sample selected

may not be representative of the same.

√ Limitation on the part of the respondent in terms of

understanding the question, answering the same, or subjective

biases

√ Limitations on the part of researchers, in preparation of

questionnaire, conducting survey and in the analysis of data.

1. HAIR CARE, SKIN CARE & PAIN OIL MARKET STUDY

FINDINGS

Spandan Health care poised to launch two of its brands, Viva Hair

Vitalizer and Evita Skin Tonic in Karnataka along with a Pain Oil

(Which is at development stage) and have decided to go for a Market

study (Retail). Bangalore was selected to carry out this study. Some

122 Chemist and General shops were contacted covering maximum

geographic spread of Bangalore City. The Retailers were asked some

Market conditions oriented questions like their Top of Mind awareness

in all these categories, then the off-take and stocking pattern etc.

More importantly all retailers were shown the Product Samples

(Viva and Evita) and were asked to give their views. Retailers

were interviewed with the help of a structured questionnaire.

Top Line Findings:

1. All 122 retailers who have responded and some others who

were still visited, sounded optimistic about coming of a new

brand in OTC (Over the counter) line, if it comes with a unique

kind of relief to consumer. ‘There are hundreds of brands in

each of the categories and we keep all of them for the sake of

our customer. But most of these brands are alike in all respect

with each other and so loose the consumer preference. This

affects the off-take in general of a particular brand. They all run

at a minimum 1-2 unit sale in a month, means nothing and can

not survive for long, ironically immediately replaced by someone

else’. So if there is a new brand with something unique and

tangible to offer, then the market will respond positive

depending then on the market promotion brand can offer.

HAIR CARE, SKIN CARE & PAIN OIL MARKET STUDY

TOP LINE FINDINGS: Continued …2

2. In Hair care category, the awareness of retailer seems just

average. This may be attributed to two of the factors. One,

There are very less number of Hair care brands (other then oils)

just few only worth naming like, Garnier, Keo-Karpin, Livon like.

Other reason, hair cares is associated largely and traditionally

with Hair Oils and Youngs have just started looking beyond oils.

3. In Skin care, the awareness opens up because of battery of

brands are there since long. Here retailers’ awareness can be

very crucial for a new entrants like us because more the

retailers’ awareness, more Push factor anticipated.

4. Awareness in pain reliever is high because of its pure medicinal

nature. There are local brands and most are selling at average

level, still enjoy retail awareness. But ironically, the higher

retailers’ awareness does not produce the required Push here for

one or other reason.

5. Availability for all these categories, is wide spread. Most brands

are available at most counters. Once again in case of Hair care,

it is comparatively low because of relatively less awareness.

6. Stocking is at par with the off-take flow. Yet it is observed that

the schemes for retailers help raising stock level. More stocking

help getting retailers push over the counter.

HAIR CARE, SKIN CARE & PAIN OIL MARKET STUDY

TOP LINE FINDINGS: Continued …3

7. Off-take in Hair care category seems lower than average. On

Probing it was found that due to lack of clear benefit to

consumers, or we can say that in absence of tangible positioning

of hair care products, the demand has not been generated to the

level of the problem intensity. Consumer is still at large when it

comes to problem of hair care, that exactly what should be used

and when and why?

8. Retailers’ confidence was probed for his attitude towards the

competitive brands. It seems very positive from the fact that in

most categories there are couple of competitive brands and all of

them enjoy equal confidence level ( see table 6). Chakola seems

to have earned a bad name and most retailers have rejected the

brand for good.

9. Importantly, on all level retailers response to our brands, VIVA

and EVITA, was found encouraging. Packing was welcomed by all

with suggestion to improve upon the bottle, more or less for

both the brands.

10. About market conditions and the acceptance of our brands, a

good number of retailers ( 45% in Viva and 30% in Evita) vouch

for a good run. Negative response was very minimal at 10 to

15%. The Advertisement and promotional efforts are key factors

for smooth run of these brands, was voiced by majority of

retailers.

HAIR CARE, SKIN CARE & PAIN OIL MARKET STUDY

TOP LINE FINDINGS: Continued …4

11. Yet with all the good things one cautious line was added is that

in the initial phase of run, brands will have less off-take as many

other brands too suffers from the lower off-take level. In case of

Evita, season (winter) may provide booster. Still on longer run

once the brand is perceived and accepted for its unique qualities,

then off-take will be improved. Livon and Fair & lovely Gel they

give the instance. Both of them had a low off-take in the initial

phase and were improved once their usage was maturely

perceived by users.

12. 68% for Viva and 80% for Evita, retailers feel the Price at Rs. 54

is OK and should not be any deterrent. Still there are good 33%

in Viva and 20% in Evita feel that the Price is bit high for initial

trial purchase.

2. FINDINGS : HAIR CARE (No Hair Oils)

A. Retail Awareness (Hair Care)

Base: 122 Shops

BRRANDS

RETAIL AWARENESS

(Top Recall Rate)

Shops

In %

LIVON 56 46 %KEO KARPIN 32 27 %

ANOOP 54 44 %ARNIKA PLUS 34 28 %

MINTOPE 32 26 %KERATEX 14 11 %TOPGAIN 6 5 %

2. FINDINGS : HAIR CARE (No Hair Oils)

B. Retail Availability (Hair Care)

Base: 122 Shops

BRRANDSRETAIL AVAILABILTY

(Shops)In %

LIVON 72 59 %KEO KARPIN 52 43 %

ANOOP 80 66 %ARNIKA PLUS 40 33 %

MINTOPE 40 33 %KERATEX 19 16 %TOPGAIN 18 15 %

2. OFFTAKE AND STOCKING PATTEREN OF BRANDS

C. Hair Care [ No Hair Oils ]

Base: 122 Shops

BRRANDSNo. of Retailers

(Shops)

Average Monthly

Offtake

Stock at a

TimeLIVON 56 3 6 (scheme)

KEO KARPEN 56 2 3ANOOP 54 3 12 (scheme)

ARNIKA PLUS 34 2 6MINTOPE 32 3 2-3KERATEX 14 3 2-3TOPGAIN 6 3 8 (scheme)

1. Offtake and Stock go hand in hand, yet a good scheme induce

retailer to stock in dozen.

2. Livon and Anoop are two brands have some fair movements.

3. Retailer Push is not much evident.

3. FINDINGS : SKIN CARE (Excluding Fairness

Cream)

A. Retail Awareness ( Skin Care )

Base: 122 Shops

BRRANDS

RETAIL AWARENESS

(Top Recall Rate)

Shops

In %

LAKME 92 75 %PONDS 60 49 %

GARNIER 46 38 %HIMALAYA 34 28 %

AYUR 10 8 %CHAKOLAS 2 2 %

FAIR & LOVELY GEL 20 16 %BRIHANS GEL 16 13 %

3. FINDINGS : SKIN CARE ( Excluding Fairness

Cream )

B. Retail Availability ( Skin Care )

Base: 122 Shops

BRRANDSRETAIL AVAILABILTY

(Shops)In %

LAKME 118 97 %PONDS 102 84%

GARNIER 90 74 %HIMALAYA 90 74 %

AYUR 52 43 %CHAKOLAS 24 20 %

FAIR & LOVELY GEL 122 100 %BRIHANS GEL 48 39 %

3. OFFTAKE AND STOCKING PATTERN OF BRANDS

C. Skin Care Products ( Except Fairness Cream )

Base: 122 Shops

BRRANDSNo. of Retailers

(Shops)

Average Monthly

Offtake

Stock at a

TimeLAKME 92 18-20 10-12PONDS 60 15-18 10-12

GARNIER 46 20 10-12HIMALAYA 34 8-10 24 (scheme)

AYUR 10 8-10 24 (scheme)CHAKOLAS 2 1 Old Stock

FAIR & LOVELY GE 20 25-30 24BRIHANS GEL 16 5 6

1. Fast moving brand are stocked in 1 dozen at time and stock

updated weekly or twice a month.

2. New introduction needs schemes to make stock.

4. FINDINGS : FAIRNESS CREAM

A. Retail Awareness (Fairness Cream)

Base: 122 Shops

BRRANDSRETAIL AWARENESS

(Shops)In %

FAIR & LOVELY 120 98 %FAIREVER 120 98 %

EMAMI 12 10 %VICCO 10 8 %

HIMALAYA 4 3 %BOROPLUS 4 3 %

NATURALLY FAIR 4 3 %TOUCH & GLOW 4 3 %

4. FINDINGS : FAIRNESS CREAM

B. Retail Availability (Fairness Cream)

Base: 122 Shops

BRRANDSRETAIL AVAILABILITY

(Shops)In %

FAIR & LOVELY 122 100 %FAIREVER 122 100 %

EMAMI 55 45 %VICCO 56 46 %

HIMALAYA 60 49 %BOROPLUS 50 41 %

NATURALLY FAIR 30 25 %TOUCH & GLOW 16 13 %

4. OFFTAKE AND STOCKING PATTERN OF BRANDS

C. FAIRNESS CREAM

Base: 122 Shops

BRRANDSNo. of Retailers

(Shops)

Average Monthly

Offtake

Stock at a

TimeFAIR & LOVELY 120 3-4 DOZEN 2 DOZEN

FAIREVER 120 2-3 DOZEN 2 DOZENEMAMI 12 12 TO 15 2 doz (S)VICCO 10 10 TO 12 1 DOZ

HIMALAYA 4 4-5 6BOROPLUS 4 6-8 2 DOZEN

NATURALLY FAIR 4 2-3 3TOUCH & GLOW 4 1-2 3

5. FINDINGS : PAIN OIL

A. Retail Awareness (Pain Oils)

Base: 122 Shops

BRRANDSRETAIL AWARENESS

(Shops)In %

MAYOVEDIC 84 69 %MAYOSTOL 58 48 %ORTHOFEET 40 66 %

PUTHIR THAILEM 26 43 %FRANCH OIL 22 18 %

OTHERS 16 13 %

5. FINDINGS : PAIN OIL

B. Retail Availability (Pain Oils)

Base: 122 Shops

BRRANDS RETAIL AVAILABILITY In %

(Shops)MAYOVEDIC 102 84 %MAYOSTOL 102 84 %ORTHOFEET 90 74 %

PUTHIR THAILEM 67 55 %FRANCH OIL 90 74 %

OTHERS - -

√ Availability of Pain Oil is wide spread even though Offtake is not

high.

5. OFFTAKE AND STOCKING PATTERN OF BRANDS

C. PAIN OIL

Base: 122 Shops

BRRANDS No. of Retailers Average Monthly Stock at a

(Shops) Offtake TimeMAYOVEDIC 84 10-15 3-6 ( S )MAYOSTOL 58 10-15 3-6 ( S )ORTHOFEET 40 8-10 3-6 ( S )

PUTHIR THAILEM 26 4-5 3 ( S )FRANCH OIL 22 4-5 3 ( S )

OTHERS 16 1-2 Per Brand 1-2 Per Bran

√ Unlike other categories in pain oil, schemes are not much

popular.

√ Despite of schemes run by almost all brands, the stocking is

minimum at par with Offtake.

6. RETAILER'S CONFIDENCE LEVEL :

ALL CATEGORIES

Base: 122 Shops

BRRANDS

AVAILABILIITY

IN RETAIL SHOP

(BASE)

VERY

GOODGOOD OK

FAIR & LOVELY 120 58 % 32 % 10 %FAIREVER 120 38 % 47 % 15 %

CHAKOLAS 60NO

SALE

NO

SALE

NO

SALEMAYOVEDIC PAIN OIL 90 29 % 44 % 27 %MAYOSTOL PAIN OIL 85 27 % 41 % 32 %HEAD & SHOULDER 120 33 % 54 % 13 %

CLINIK PLUS 120 29 % 63 % 8 %NYLE HERBAL SHAMPOO 75 13 % 47 % 40 %

HIMALAYA SHAMPOO 60 13 % 27 % 60 %

7. RETAILERS RESPONSE TO PACKING OF OUR

PRODUCT

A. VIVA Hair Vitalizer

BASE: 120 RETAILERS

VIVA HAIR VITALIZERNo. of

RespondentsIn %

Outer Packing is Good 72 60 %Needs Improvements 24 20 %Bottle is not OK 60 50 %Packing is Dull (Not Attractive) 24 20 %

B. EVITA Skin Tonic

BASE: 120 RETAILERS

EVITA SKIN TONICNo. of

RespondentsIn %

Outer Packing is Good 60 50 %Needs Improvements 36 30 %Bottle is not OK 62 52 %Packing is Dull (Not Attractive) 36 30 %

8. RETAILER'S RESPONSE TO MARKET ACCEPTANCE

OF OUR PRODUCT

A. VIVA Hair Vitalizer

BASE: 120 SHOPS

VIVA HAIR VITALIZER No. of Shops In %Will have good acceptance

( Demand is good for such product )54 45 %

Competition is Strong

( High Promotion Required )66 55 %

Consumer Awareness Needed 60 50 %Offtake Flow will be slow 24 20 %Acceptance will be OK

( Retail Push / Margin Needed )30 25 %

Product will not Run Smooth 12 10 %

8. RETAILER'S RESPONSE TO MARKET ACCEPTANCE

OF OUR PRODUCT

B. EVITA Skin Tonic

BASE: 120 SHOPS

EVITA SKIN TONIC No. of Shops In %Will have good acceptance

( Demand is good for such product )36 30 %

Competition is Strong

( High Promotion Required )72 60 %

Consumer Awareness Needed 72 60 %Offtake Flow will be slow 30 25 %Acceptance will be OK

( Retail Push / Margin Needed )24 20 %

Product will not Run Smooth 18 15 %

9. RETAILER'S RESPONSE TO PRICE OF OUR

PRODUCTS

A. VIVA Hair Vitalizer

BASE: 120 RETAILERS

VIVA HAIR VITALIZERNo. of

RespondentsIn %

Appropriate OK 80 68 %Price is High 18 15 %Price should be Around 40 Rs. 22 18 %

B. EVITA Skin Tonic

BASE: 120 RETAILERS

EVITA SKIN TONICNo. of

RespondentsIn %

Appropriate OK 96 80 %Price is High 12 10 %Price should be Around 40 Rs. 12 10 %

POST-TRIAL STUDY

PAIN OIL

POST-TRIAL STUDY: PAIN OIL

Brief & Introduction

Spandan Health Care, an Ahmedabad based Consumer Pharma

Company is developing a Pain Oil and wanted to obtain first hand

opinion from the users about the Product and mix. The company has

already planned to launch two of its brands in Karnataka Market. So

they wished the Pain Oil to be tested there and then launched

accordingly.

A Post-trial Study was conducted in Bangalore. 25 units (Bottles) of

Pain oil were given to the Bangalore families from cross section of

society, ranging from Malleshwaram (Middle Class) to Gandhinagar &

kumar Park like Posh areas.

A week later, all the 25 families were re-visited to get their views.

Some 7 families were dropped out as they have not used or were not

present. From rest 18 families, some 30 persons have used the pain

Oil. We have not mentioned the indication as where to apply this pain

oil per design to find out their off-hand use pattern. Almost equal

number of Male and Female users has contributed to the study. There

were 16 Female and 14 Male users.

All these 30 Users were asked about their views with the help of a

structured questionnaire. The findings are:

FINDINGS

1. BREAK UP OF PAIN OIL USERS [In Age]

Respondents: 30

Age Group Male Female

< 40 - 45 Years 3 3

46 - 50 Years 4 6

51 - 55 Years 4 3

56 - 60 Years 2 3

> 60 Years 1 1

14 16

2. On what ailment did they use Pain Oil ? ( The Application )

alinement No. of Users

On Knee Problem 10

On Feet / Leg Problem 5

On Knee + Back Problem 7

On Back Pain 5

On Shoulder Problem 2

For Headache Purpose 1

3. On which Time did they used Pain Oil

No. of Respondents

At Bed Time 17

At Morning and Bed Time 8

At Noon and Bed Time 5

4. How did they Find our Pain Oil ?

No. of Users

It gives Very Good Relief 10

It gives Warmth & Relief 7

It gives some Relief 3

Gives no Result 5

It's not Burning ( No Relief ) 5

5. Normally what did they Used instead of our Pain Oil ?

Product No. of Users

Amruntanjan Balm 7

Moov 6

Shek of Hot Water 3

Pain Killer Tablets 4

Puthir Thailem Pain Oil 3

Other Pain Oil 5

Mayovedic 2

6. Comparison between our Pain Oil and their regular used

brand

No. of Respondents

Not as good as Compared to Balm / Moov / Tablets 8

Better than Balm/Moov etc. 4

Better than Other Pain Oil 6

Same as Other Pain Oil 4

Our Pain Oil is mild and needed to be strong 5

Take Time for Relief 3

7. What they look forward to in our Pain Oil ?

No. of Respondents

It is all OK 8

Need more Burning 8

Need Better Smell 6

Need Better Packing 1

Need Quick Relief 7

8. How did they find Pain Oil's Appearance and Smell ?

No. of Respondents

Smell is good 16

Smell is Same ( No Difference) like Balm 7

Smell is not Good 7

9. Will they Prefer to Purchase ?

No. of Respondents

Yes 14

Will Decide 8

No 8

10. At what Price Range they would like to Buy our Pain Oil ?

PRICE No. of Respondents

Less than Rs. 20 6

Rs. 21 - Rs. 30 11

Rs. 31 - Rs. 40 9

More than Rs. 40 4

POST-TRIAL STUDY: PAIN OIL

SUMMARY FINDINGS:

Pain Oil samples were given to 25 families in Bangalore. 30

respondents from 18 families have used it and have given their views.

Among these 30, 16 were female and 14 male.

1. Respondents were not prompted to use the Pain Oil on any

specific pain area to gain the factual usage pattern of any pain

oil. Almost 1/3rd have used it on Joint Pain (Knee) only. Joint

(knee) and Back Pain together is second most used area. Almost

75% have used the pain oil on either Knee Joint or Back or on

both together. This can be the focus area for our new pain oil.

2. Majority of the respondents use pain oil at night before retiring

to bed. This may be the reason for their opting for a milder and

soothing smell.

3. About half the respondents use Balms, Ointments and cream-gel

on Pain area. Popular are Amrutanjan and Moov. 1/3rd use pain

oil as regular remedy. Local brand of pain oils are widely used

once they get the word of mouth credibility.

4. 2/3rd of respondents were satisfied with the given Pain Oil. Some

find it too mild (Less burning) to be effective. South Indians

seem to prefer stronger pain relievers.

5. There seems little or no shift in preference for Balm-ointment

and Pain Oil. Only few users of Balm have given positive

response to Pain Oil as against almost all pain oil users have

endorsed the given pain oil as an effective one. Here also the

strong sensation factor is evident.

POST-TRIAL STUDY: PAIN OIL

SUMMARY FINDINGS: continued … 2

6. When asked for their expectations, a good number of

respondents (25% each) said they look for stronger feeling,

better mild smell, quicker relief and warmth feeling. All,

apparent signs of a quick and strong pain relieving oil.

7. There was above average good response for accepting the given

Pain oil. Almost half of respondents were positive when asked if

they would purchase this Pain Oil ( this is not included of those

who said we will see it later like..)

8. Bangalore seems to be little conservative on Price level when it

is Pain Oil. 20% have preferred price below Rs. 20. As 37%

wants Price between Rs. 20 to 30. Only 12% were prepared to

pay a price of Rs. 40.

Thus, the overall response to the given Pain Oil was good and

welcoming. Users need somewhat stronger preparation that assures

them the relief and that too, a quick relief. It is also observed that

may be because the users are all above matured age, the price

appreciation is very conservative one.

HAIR CARE, SKIN CARE & PAIN OIL MARKET STUDY

Concluding Suggestions

While concluding the Findings, which are most self explanatory and

little require any otherwise suggestions, I may add few:

1. In hair care the market is looking forward to a dynamic and

innovative player. Real need based product is all that is needed.

2. Skin care has many matured players and season may play the

launch pad role.

3. For both the product, retailers confidence is most imp factor. So

apart from regular advertisement, some market oriented

promotions should be attained vigorously.

4. Pain Oil has a kind of local affinity and most of the brands on

regular run are local brands. There seems no national player in

this category except that Sloan’s Liniment which is at extinct

level. Still, There is always room at the top. Retailers response

and Post-trial study’s findings are all positive to make Pain

Oil available in this market with a different touch. Pain Oil also has

a low but regular off take pattern and can build its identity on a

good advertisement.

Thank You.

LEARNING

My whole project was a real exposure of the Banglore Market

which I had never been into. I had the opportunity to meet each and

every link in the big chain of market right from the Stockist,

Distributor, Retailer to End Users.

I interacted with retailers and end users and that’s where the

real learning took place. I share their experience in the market, their

expectations from the product, from company people and above all

from the customers. During my visit to the Banglore market, I studied

how a product is placed and what is the movement of particular

product. I learned the market language. I learned how to present

myself in front of company people and market people (Retailer).

My interaction with the retailer and end user will be a life long

remembrance for me. I learn to interact with the unknown people

which helped me lot to become extrovert. I studied their behavior

regarding a product - What they think about a product, what are their

expectations, what influence their buying behavior etc.

But, above all I got an opportunity to explore or to understand

the new market of Banglore City. It was my first sole visit to Banglore

and I also learned how consumers actually act while buying any

product and which product is having major market share of its

category. It was nice opportunity of learning from the other persons

who is totally unknown to me.

APPNDIX

The questionnaire used for the purpose of survey is reproduced on the

following page for reference.

RETAIL MARKET SURVEY DLRPROJECT CODE: TMC/SHC/Jne04

QUESTIONNAIRE FOR RETAILERS

Name of Retail Store …………………………………………… Nature…………………. Area …………………………City …………………………..…Date..…………………..

Namaste, Sir. I am from Market Research Company. We are conducting a Retail

survey. We will take just few minutes of yours. Thank you.

1. In following Categories please give us names of three brands that sell on top.

No Category Top Selling Brands

1 Hair Vitalizer/Tonics

2 Skin Tonics/Nutrients

3Pain Oils (Non-

Prescription)

4 Headache Tablets (*)

5 Acidity Relief

6 Fairness Creams/Oils

7 Agarbathis

8 Skin Gels

2. Please give us approx OFFTAKE and STOCK of your counter in followings:

No

Category BrandsOff-Take (Units)

Per W/M

Stock(Units)

1Hair

Vitalizer Tonics

2Skin

Tonics

3 Skin Gels

4 Pain Oils

5Fairness Creams

Oils

2.

3. Please give us your Opinion on Following Brands:

No Brands Your Opinion on Performance Off take

1 Fair & Lovely

2 Chakola Fair Oil

3 Chakola (Hair)

4 Fairever

5 Pain oil

6 Agarbathis

7 Agarbathis

8 Shampoo

9 Herbal shampoo

10 Hair Product

11 Other

12 Other

4. These are the Two Brands a Consumer Pharma company from Gujarat will be shortly launching in Karnataka Market. Please tell us your views On:

Packing ...............................................................................................................

Product…………………………………………………………………………………

Price…………………………………………………………………………………..

What response it can expect……………………………………………………..

5. In your views how much advertisement support and trade promotion [margins and schemes] are good enough?

…………………………………………………………………………………….

…………………………………………………………………………………….

6. Do read any Newspapers regularly ? The language

1. …………………… …………………………2. …………………… …………………………

7. Do you read any magazine regularly? The Language

1. …………………… ………………………….2. ……………………. ………………………….

PRODUCT STUDY ON PAIN OILPROJECT CODE: TMC/SHC/6-04 Date…………………………..

Respondent’s Name……………………………………………..…..Age…..…………….

Address …………………………. …………………………………Tele …..………………

Occupation of Main WE……………………………Family Members ……………………

Namaste, Madam/Sir, I am coming from a Market Research Company. I have given you a Pain oil Sample for you to use on all Pain. Please tell me how you have felt after using the oil. Thank you.

1 Who in your family has used this oil and on What Ailment ? ---------------------------------------------------------------------------------------------------------- …………………………………………………………………………………

………..……………………………………………………………………………………………

………………………………………………………………………………………….. How did you use this Oil …………………………………………………….. At what time …………………………………………………………………………..

2. How do you find the Pain Oil on your Ailment? ………………………………………………………………………………….………………………………………………………………………………….

3. What did you use normally on your Pain ? ……………………………………

4. How did you find this pain Oil compared to …………………………………. …………………………………………………………………………………

5. What do you think is different from Balm and Oil? ………………………………………………………………………………......... ……………………………………………………………………………….........

6. How do you like Pain Oil’s appearance and the Smell? ..………………………………………………………………………………….. …………………………………………………………………………………….

7. Would you use this oil in winter and summer alike? Why.………………………………………………………………………………….

8. Will you prefer to buy this Pain Oil from Market? …………………………..

At What Price Range …………………………………………………………..

(2)9. Do you use from the following? Give your small view

No Brands Use Now? Small Opinion

1 Fair & Lovely

2 Chakola Fairness Oil

3 Moov

4 Amrutanjan/Zandu

5 Iodex

6 Pain Oil

7 Himalayas

8 Agarbathis

9 Headache Tab

10 Digene/ Gelusil

11 Shampoo

12 Skin Gel

13 Hair Oil

14 Other

15 Other

10. Do read any Newspapers regularly ? The language

1. …………………… …………………………2. …………………… …………………………

11. Do you read any magazine regularly? The Language

3. …………………… ………………………….4. ……………………. ………………………….

12. Which FIVE are YOUR BEST FAVORITE T.V. PROGRAMS ?

No. Name of Prog Channel Time Who watch

1

2

3

4

Thank you