Вы находитесь на странице: 1из 100


S.no 1 2 Scope of the Study 3 4 5 6 7 8 9 10 Objective Company profile Product profile Review of literature Research methodology Limitations Data analysis and interpretation Findings 6 7 9 33 45 50 53 55 84
Topic PAGE no.


11 12 13 14 15

Recommendations Suggestions Conclusion Annexure Bibliography

88 90 92 94 97



Marketing is a social and managerial process by which individuals and groups obtain what they need or want through creating, offering, and exchanging products of value with others. This definition of marketing rests on the following core concepts: Needs, wants, and demands; products (goods, services and ideas); markets; and marketers and prospects. These concepts are illustrated

Marketing is not like Euclidean geometry, a fixed system of concepts and axioms. Rather, marketing is one of the most dynamic fields within the management arena. The marketplace continually throws out fresh challenges, and companies must respond. Therefore it is not surprising that new marketing ideas keep surfacing to meet the new marketplace challenges.

A growing emphasis on quality, value and consumer perception. A growing emphasis on relationship building and customer retention. A growing emphasis on building strategic alliances and networks. A growing emphasis on global thinking and local market planning. A growing emphasis on direct and online marketing. A growing emphasis on services marketing. A growing emphasis on ethical marketing behavior.

The study A comparative study of BRAND X facewash and its competitor brands is mainly concerned with the retail market in Saharanpur .I had gone through some number of retail outlets in every area comprising big or small and tried to cover major area in Saharanpur. One of the reason for this study had been understood and to find out the position of COMPANY As personal care products in the market and to know what is the distribution channel through which the retailer get the product of COMPANY As LTD. As retailers are the last intermediaries in the distribution channel who delivers the product to the final consumer and they very much depends upon the retail markets to get the desired product. In the first part of my study, I prepared a questionnaire to know the visibility, availability and demand of BRAND X facewash in comparison to its competitor brands. And on that basis I came to know which brand in facewash is more in demand by the customer and where BRAND X facewash stands in the market. In the second part of my study, I had focused on retailers perception about other brands of facewash and their margin on that product.

In the third part of my study, I tried to get insight into the strategies of leading players of face wash.


As learning is a human activity and is as natural, as breathing. Despite of the fact that learning is all pervasive in our lives, psychologists do not agree on how learning takes place. How individuals learn is a matter of interest to marketers. They want to teach retailers in their roles as their roles as consumers. They want retailers to learn about their products, product attributes, potential consumers benefit, how to use, maintain or even dispose of the

product and new ways of behaving that will s a t i s f y n o t o n l y t h e consumers needs, but the marketers objectives. The scope of my study restricts itself to the analysis of retailer and consumers preferences, perception and consumption about the various brands of face wash. There are many brands of face wash available in the market, in which I have to study about the comparative analysis of various brands available in the market. The scope of my study is also restricted itself to Saharanpur region only.


To find out the availability of different face wash

brands in the retail market.

To find out margin of the retailer. To find out market potential. To study the consumer perception towards Brand X

face wash.

Chapter 2

COMPANY A one of the Indias foremost private sector companies with a market capitalization of nearly US $ 15 billion & a turnover of US. $ 6 billion. Rated among the worlds Leading Companies by Forbes Magazine, COMPANY A rank third in pre tax profit among Indias private.

Sector Corporation, COMPANY A has a diversified presence in Cigarettes, Hotels, Paperboard & specialty papers, packaging, Agri-Business, Branded Apparel, Packaged Foods, Confectionery, Greetings Cards & other FMCG Products. While COMPANY A is outstanding market leader in its traditional businesses of Cigarettes, Hotels, paperboard & specialty papers, packaging and Agri-Exports, it is rapidly gaining market shares even in its nascent business of Branded Apparel, Greeting Cards & packaged Food and confectionery. As Indias most valuable and respected Corporations, COMPANY A is widely perceived to be dedicatedly nation- oriented .Chairman YS Deveshwar calls this source of inspiration (a commitment

beyond the market). In his own words; (COMPANY A believes that its aspiration to create enduring value for the nation provides the motive force to sustain growing shareholders value .COMPANY A practices this philosophy by not only driving each of its business towards international competitiveness but by also consciously contributing to enhancing the competitiveness of the larger value chain of which it is a part). COMPANY As diversified status originated 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 & acknowledged services skills in hotelier. Over time, the strategic forays into new businesses are expected to grammar a significant share of these emerging high growth markets in India.

Sustain COMPANY As position as one of the Indias most valuable Corporations through world class performance, creating growing Value for the Indian and the companys stakeholders.

To enhance the wealth generating capabilities of Enterprises in a globalization environment, delivering superior & sustainable stakeholder value .Over the years, COMPANY A has evolved from a single Product Company to a multiple business corporation. Its business separated over a wide spectrum, ranging from cigarettes & tobacco to hotel packaging, paper & paperboard & international.

COMPANY A defied corporate Governance as a systematic process by which companies are directed & controlled to Enhancing their wealth generating capacity.

Since large corporation employ wast quantum of a societal Resources we believe that the governance process should ensure that meets stakeholders aspirations & societal expectations

COMPANY As Corporate Governance initiative is based on two core principles .These are Management must have the executive freedom to drive the enterprise forward without undue resistants and This freedom of management should be exercised with in the framework of effective accountability.

COMPANY A believe that control necessary concomitant of its second core principle of governance that the freedom of management should be exercised within a framework of appropriate checks and balances .control should be prevent the misuse of power, facilities timely managed response to change, and ensure that business risks are preemptively and effectively managed.


Listen to our customers & Supply the ideal product at reasonable price.



COMPANY A was incorporated on August 24, 1910 under the name of Imperial Tobacco Company of India limited. Its leased office on RADHA BAZAR Lane Kolkata, was the center of companys existence .The company celebrated its 16th birthday on 24 August 1926, by purchasing the plot of land situated at 37 ,chowringhee (now renamed J.L. Nehru Road ) Kolkata , for sum Rs 310,000. This decision of the company was historic in many ways. Than one. It was to mark the beginning of a long and eventful journey into Indias future. The companys headquarter building ,Virginia House , which came upon that land two year later , would go on to become one of Kolkatas most venerated landmarks. The companys ownership

progressively indianised, and the company was changed to I.T.C Limited in 1974. In recognition of the companys multi-business portfolio encompassing a wide range of

business cigarettes & Tobacco, Hotels and Information Technology, Packaging, paperboards & specialty papers , Agri-Exports, Food , lifestyle Retailing and Greeting Gifting & stationary the full stop in the Companys name were removed effective September 18,2001 .The Company now stands rechristened COMPANY A Limited. In 1925 as strategic backward integration for COMPANY As Cigarettes business .It is today Indias most sophisticated packaging house. In 1975 the company launched its Hotel business with the acquisition of a hotel in Chennai which was rechristened COMPANY A-welcome group hotel Chola .The objectives of COMPANY AS Entry into hotels business was rooted in the concept of creating value for the nation. COMPANY A chose the hotel business for its potential to earn high level of foreign exchange, create tourism infrastructure and generate large scale direct and indirect employment. since then COMPANY As Hotels business has grown to occupy a position of leadership , with 66 owned and managed properties spread across India. In 1979, entered the paperboards business by promoting COMPANY A Bhadrachalam Paperboard Limited, which today has become the market leader in India. Bhadrachalam Paperboards amalgamated with the Company effective

March 13, 2002 and become a Division of the Company, Bhadrachalam Paperboard Division. In November 2002, this Division merged with the Companys Tribeni Tissues Division to from the Paperboards & specialty Paper Division. COMPANY As paperboard technology, productivity,

quality and manufacturing processes are comparable to the best in the world. In 2004, COMPANY A acquired the paperboard

manufacturing facility of BILT Industrial PACKAGING Co. Ltd (BIPCO), near Coimbatore, Tamil Nadu. This KOVAI Unit allows COMPANY A to improve customer service with reduced lead time and a wide product range.

In 1985, COMPANY A SET up Surya Tobacco Co. in Nepal as a joint venture with the reputed soaltee group. In August 2002, Surya Nepal Private Limited (Surya Nepal).

In 1990, COMPANY A acquired Tribeni Tissue Limited, a specialty paper manufacturing company and a major supplier of tissue paper to the cigarettes industry. The merged entity was named the Tribeni Tissue Division(TTD). To harness strategic and operational synergies TTD was merged with the

Bhadrachalam Paperboard Division to from Paperboards & Specialty Paper Division in November 2002.

Also in 1990, leveraging its agri-sourcing competency, COMPANY A set up the International Business Division (IBD) for export of agri-commodities. The division is today one of Indias largest exporters. COMPANY As unique & now widely acknowledged e-Choupal initiative began in

2002 with soya farmers in Madhya Pradesh. Now it extends to 6 states covering over 3.1 million farmers.

In 2000, COMPANY A Packaging business high quality greetings cards under the brand name Expressions. Launched a line of in 2002, the product range was enlarged with the introduction of Gift wrappers, Autograph books & slam books. In the same year, COMPANY A also launched Expressions Matrubhasha, a vernacular range of greeting cards in eight Languages & Expressions Paper craft a range of premium stationary products. In 2003, the company rolled out classmates, arrange of notebooks in the school stationary segment.

COMPANY A also entered the Lifestyle retailing business with the aaa Sport range of international quality relaxed. Wear for men and women in 2000. The aaa Lifestyle chain of exclusive stores later expanded its range to include Aaa Classic formal Wear (2002) & Aaa Club life evening wear (2003). COMPANY A also initiated a foray into popular segment with its mens wear brand, John Players, in 2002.

In 2000 COMPANY A pun off its information technology business into a wholly owned subsidiary, COMPANY A InfoTech India Limited. To more aggressively pursue emerging opportunities in this area.

COMPANY A made its entry into branded & packaged Foods business in August 2001 with brand launch of the KCompany Ahens of India. A mare broad-based entry has been made since June 2002, the mint-o trademark was acquired & relaunched in orange & mint flavors. In the same year Candy man was added to the confectionary range & Aashirvaad Atta was rolled out. The Aashirvaad brand now extends to ready-to-eat foods, ready- to-cook pastes & salts. In 2003 the Candy man range was expanded to include deposited candies & clairs. In 2003 Sun feast biscuits were launched & mint-o lemon mint

flavor was introduced. In 2004 the KCompany Ahens of India brands were extended to cooking pastes. In 2002, COMPANY As philosophy of contributing to enhancing the competitiveness of the entire value chain found yet another expression in Safety Matches initiative. COMPANY A now markets popular safety matches brand like ikno, Mangle Deep, Vaxlit, Delite & Aim.








Agarbattis(incense sticks) in 2003 marked the manifestation of its partnership with the cottage sector. COMPANY As popular agarbattis brands include Spriha & Mangle Deep across a range of fragrances like Rose, Jasmine, Sandalwood, Madhur, Sambrani & Nagachampa.

COMPANY A Registered Office

COMPANY A Limited Virgina House 37 J.L Nehru Road Kolkata Pin: 700071 INDIA

An overview of COMPANY A Saharanpur Factory

COMPANY A Saharanpur Factory was established in the year 1926 and is the second oldest among all the cigarette factories after Merger. It manufactures processed cut tobacco and packed cigarettes. It has a built up area of 26334 s-m. The facilities include the production block consisting of primary

manufacturing department (PMD) & secondary manufacturing department (SMD), leaf go down, WMS go down, FG (shipping department), utilities, service block, administrative block & gate house. Tobacco leaves are purchased from farmers through auction by ILTD (leaf tobacco division) & are sending to different ITD factories depending on their requirements. Tobacco leaf is

divided in 2 parts, the lamina (leaf part) & the stem (the midrib separated from lamina by threshing). Tobaccos leaves are received in leaf go down & stored till the time they are issued to PMD for processing. The PMD process in 2 separated lines (the lamina & stem line respectively) which result processed cut tobacco which gets stored in Cut Tobacco Store (CTS). From CTS it is issued to SMD for production of packed cigarettes. The SMD is divided into 2 sections- the maker & packer sections. Wrapping materials stores (WMS) materials are supplied from WMS materials are all other things cigarettes packet other than tobacco the maker is responsible for producing cigarettes sticks & packer section produces packed cigarettes. These are then sent to the finished goods go down for temporary storage & eventful shipment from there.



COMPANY A visits premier Engineering and Management campuses every year to induct quality talent for its various Businesses.

COMPANY A induct talent for the technical function from the 5 IITs (Chennai, Delhi, Kanpur, Kharagpur, Powai) and some of the NITs. Engineers from disciplines such as Mechanical,

Electrical and Electronics, Production Engineering, Chemical and Civil considered for placement.

The process starts in August each year in campus visit and a pre-placement presentation. This provides an opportunity for young aspirant to learn more about the Company, its history and achievements, its corporate strategy, detail about its various businesses and the kind of careers they can look forward to.

The selection process is objective and robust. A range of selection tools are used. These includes assessment centers, group tasks and in depth personal interviews. Candidates found suitable for employment are immediately given offers to join COMPANY A in July of the following year. After a comprehensive induction programme, they are assigned to various business of the company.


COMPANY A sources talent from the premier Management Institutes of the country for Marketing and HR functions. These campuses include the IIMs, ISB, XLRI, FMS, IIFT, TISS, JBIMS and Symbiosis.

The pre-placement presentation at campuses, normally in September/October each year, provides an opportunity for young aspirants to know more about the company, its history and achievements, its corporate strategy, detail of various businesses and the kind of careers they can look forward to.

During these visits, COMPANY A also selects First-year students for Summer Internships during April to July of the following year.

A team of COMPANY A manager visits campuses once again between December and March for final placement. The process consists of group discussions and personal interviews preceded by psychometric tests and assessment centers. Employment

offers are made to selected candidates immediately. On joining COMPANY A in July, candidates undergo an induction programme before being assigned to one of the Companys businesses.


COMPANY A visits premier institutes such as IIM, IIFT, IRMA, and MANAGE to induct talent for its Agri-Business


The pre-placement presentation at

campuses, normally in September/October each year, provides an opportunity for young aspirants to know more about the company, its history and achievements, its corporate strategy,

detail of various businesses and the kind of careers they can look forward to.

COMPANY A recruits entry- level talent for the Finance function from amongst qualified Charted Accountants and MBAs specializing in Finance.

Candidates are short-listed for selection from pool of applicants that apply to COMPANY A on-line through the Companys portal at www.Company Aportal.co. Recruitment of entry level talent in the finance function takes place twicw a year.

Preliminary interviews are held at selected locations. The short-listed candidates are called to Kolkata for the final selection process which extends over two

days. The selection process comprises psychometric tests, assessment centers, group tasks and personal interviews. The interviews. The interviewing panel looks for a strong conceptual base in finance and accounting. Effective inter-personal skills, integrity, intellectual rigour, a will do attitude, creativity, leadership and high energy are other essential attributes.

Candidates who receive an offer of employment undergo a comprehensive induction programme before being assigned Internal Audit function. The tenure in the Internal Audit function normally extends over a period of 3 years. Following this, they are assigned operational responsibility in one of the Companys businesses.

Organization Structure

Board of Directors
CHAIRMAN Y C Deveshwar

EXECUTIVE DIRECTORS Nakul Anand P V Dhobale K N Grant

NON-EXECUTIVE DIRECTORS A Baijal S Banerjee AV Girija Kumar

S H Khan H G Powell Basudeb Sen

S B Mathur P B Ramanujam K Vaidyanath

D K Mehrotra Anthony Ruys B Vijayaraghavan

Corporate Management Committee


Y C Deveshwar Chairman K N Grant Executive Director S Sivakumar Agri & IT Businesses B B Chatterjee Secretarial

Nakul Anand Executive Director Anand Nayak Human Resources

P V Dhobale Executive Director T V Ramaswamy R&D, Projects, EH&S Rajiv Tandon Finance

K S Suresh Legal

Products Of the


India Tobacco Division Foods Division Lifestyle Retailing Business Division Personal Care Products Strategic Business Unit Education & Stationery Products Strategic Business Unit Safety Matches Strategic Business Unit Agarbattis Strategic Business Unit

Hotels Division Paperboards & Specialty Papers Division Packaging & Printing Strategic Business Unit Agri Business Division Agri Business Division ILTD

COMPANY A is the market leader in cigarettes in India. With its wide range of invaluable brands, COMPANY A has a leadership position in every segment of the market. COMPANY As highly popular portfolio of brands includes Insignia, India Kings, Lucky Strike, Classic, Gold Flake, Navy Cut, Players, Scissors, Capstan, Berkeley, Bristol, Flake, Silk Cut, Duke & Royal.

The Company has been able to consolidate its leadership position with single minded focus on continuous value creation for consumers through significant investments in creating & bringing to market innovative product designs, maintaining consistent & superior quality, state-of-the-art manufacturing technology, & superior marketing and distribution. With consumers & consumer insights driving strategy,

COMPANY A has been able to fortify market standing in the longterm, by developing & delivering contemporary offers relevant to the changing attitudes & aspirations of the constantly evolving consumer. COMPANY A's pursuit of international competitiveness is reflected in its initiatives in overseas markets. In the extremely competitive US market, COMPANY A offers high-quality, valuepriced cigarettes and Roll-your-own solutions. In West Asia, COMPANY A has become a key player in the GCC markets through its export operations. COMPANY A's cigarettes are manufactured in state-of-the-art factories at Bengaluru, Munger, Saharanpur, Kolkata and Pune,

with cutting-edge technology & excellent work practices benchmarked to the best globally. An efficient supply-chain & distribution network reaches India's popular brands across the length & breadth of the country.

COMPANY A made its entry into the branded & packaged Foods business in August 2001 with the launch of the KCompany Ahens of India brand. A more broad-based entry has been made since June 2002 with brand launches in the Confectionery, Staples and Snack Foods segments. The packaged foods business is an ideal avenue to leverage COMPANY A's proven strengths in the areas of hospitality and branded cuisine, contemporary packaging and sourcing of agricultural commodities. COMPANY A's world famous

restaurants like the Bukhara and the Dum Pukht, nurtured by the Company's Hotels business, demonstrate that COMPANY A has a deep understanding of the Indian palate and the expertise required to translate this knowledge into delightful dining experiences for the consumer. COMPANY A has stood for quality products for over 100 years to the Indian consumer and several of its brands are today internationally benchmarked for quality.

The Foods business carries forward this proud tradition to deliver quality food products to the consumer. All products of COMPANY A's Foods business available in the market today have been crafted based on consumer insights developed through extensive market research. Apart from the current portfolio of products, several new and innovative products are under development in COMPANY A's state-of-the-art Product Development facility located at Bengaluru. Leadership in the Foods business requires a keen understanding of the supply chain for agricultural produce. COMPANY A has over the last 100 years established a very close business relationship with the farming community in India and is currently in the process of enhancing the Indian farmer's ability to link to global markets, through the e-Choupal initiative, and produce the quality demanded by its customers. This long-standing relationship is being leveraged in sourcing best quality agricultural produce for COMPANY A's Foods business. The Foods business is today represented in 4 categories in the market. These are:

Ready To Eat Foods Staples Confectionery

Snack Foods

In order to assure consumers of the highest standards of food safety and hygiene, COMPANY A is engaged in assisting outsourced manufacturers in implementing world-class hygiene standards through HACCP certification. The unwavering

commitment to internationally benchmarked quality standards enabled COMPANY A to rapidly gain market standing in all its 6 brands:


COMPANY A's Lifestyle Retailing Business Division has established a nationwide retailing presence through itsAaa

Lifestyle chain of exclusive specialty stores. Aaa Lifestyle, the fashion destination, offers a tempting choice of Aaa Classic work wear, Aaa Sport relaxed wear, Aaa Clublife evening wear,

fashion accessories and Essenza Di Aaa - an exclusive range of fine fragrances and bath & body care products and Xxx Di Aaa - a range of premium shampoos and shower gels. Aaa Lifestyle has also introduced Aaa Signature designer wear, designed by the leading designers of the country. With a distinctive presence across segments at the premium end, COMPANY A has also established John Players as a brand that offers a complete fashion wardrobe to the male youth of today. With its brands, COMPANY A is committed to build a dominant presence in the apparel market through a robust portfolio of offerings.


COMPANY A made its entry to the education and stationery business with its aaa brand in the premium segment in 2002; and

later expanded into the popular segment with its aab brand in 2003. By 2007, aaa became the largest Notebook brand in the country. Together, aaaab offer a range of products in the Education & Stationery space to the discerning consumer, providing unrivalled value in terms of product & price. COMPANY A is the manufacturer of India's first Ozone treated environment friendly Elemental Chlorine Free (ECF) pulp, paper and paperboard. It blends its knowledge of image processing, printing and conversion garnered from Packaging & Printing Business with its brand building and trade marketing & distribution strengths resident in its FMCG business to offer superior value products to consumers. to be India's premier FMCG company, recognized for its worldclass quality and enduring consumer trust, COMPANY A forayed into the Personal Care business in July 2005. In the short period since its entry, COMPANY A 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, COMPANY A's personal care portfolio brings world-class products with clearly differentiated benefits to quality-seeking consumers.

COMPANY A's Personal Care portfolio under the 'Essenza Di Aaa', 'Xxx Di Aaa', 'Brand X UltraPro', 'Brand X' and'Brand y' brands has received encouraging consumer response and is being progressively extended nationally. COMPANY A'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 COMPANY A 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 recognized safe

ingredients, subjected to the highest standards of safety and performance.


Brand Distribution Network Management


Dependence on Tobacco Revenue Negative Connection of Tobacco Rural Market E-choupal Low per capita consumption of personal care products Competition both domestic and international Increasing tax on cigarettes




S.no 1 2 3 4 5 6 7 8 9 10 Year 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Gross income (rs.in crore) 9982.46 11194.47 12039.92 13585.39 16510.51 19636.53 21966.84 23678.46 26862.98 31423

Chapter-3 Review of Literature

Top Face Wash Brands in India

One of the most essential personal care products in the market today Face washes have become an inseparable part of human existence. Since waking up in the morning and washing our faces is a part of our daily routine having a good quality face wash is of prime importance. Face washes were unheard off since a few decades back. But today it has become part and parcel of our lives. The benefits of face washes are innumerable and ever since it has been proved that soaps can be harmful for the facial skin most of the top face wash companies are on a roll. Face washes are just not restricted to cleaning properties, if you have the right kind of face wash that suits your skin type then you can bid goodbye to all kinds of skin rashes acne etc. The damage caused by the rays of the sun is also tremendous hence there is a constant need to take care of your face which is undoubtedly one of the most important parts of your body. India is home to some of the best face wash brands in the world. Starting from clean and clear to Himalaya to Pears

and Lakme and Ponds the face wash market in India is fully saturated. These brands have their own target audience and have managed to capture a significant market share. Since people do not like to experiment too much with different products on their skin these top face wash companies rule the personal care or rather face wash market in India. With the increasing desire to look good especially among women these companies keep launching better products with additional benefits which in turn only benefits the users. The face wash market in India can be broadly categorized into herbal or natural and cosmetic. Among the top herbal face wash brands in India Himalaya gives a tough competition to the other brands like Garniear and Ponds. As far as the top cosmetic face wash brands in India are concerned Ponds and Garniear have huge customer base. Benefits of using face wash produced by top face wash brands in India

With the growing levels of pollutions it is becoming immensely necessary for one to cleanse their face at regular intervals. Face washes provide innumerable benefits; some of the advantages of using a top brand face are as follows; Nourishes skin Unclogs pores

Removes pollutants Cleanse the skin due to their anti microbial properties Controls excessive oil Rejuvenates the skin Anti inflammatory properties sooth the skin Removes dead cells


Brand X has augmented the skin care range with the launch of Brand X Active Essentials and Brand X Active Fair face washes. The 100% soap free range of Brand X face washes promise soft, clear and glowing skin after each wash.

Brand X Active Essentials Purifying Face Wash: Enriched with the goodness of green tea, Brand X Active Essentials Purifying Face Wash not only removes oil from the skin without drying it, but also fights pimple-causing microbes to prevent breakouts.

Brand X Active Essentials 3-in-1 Face Wash + Scrub: Brand X Active Essentials 3-in-1 Face Wash + Scrub is a unique product which offers triple benefits of scrubbing, cleansing and moisturizing. The gentle jojoba scrub reveals a bright and glowing skin; the cleansing action removes oil, dirt and pollutants from skin; and the glycerine and pro vitamin E base helps to moisturise the skin.

Brand X Active Fair Mild Exfoliating Face Wash with fairness beads removes dead skin cells and cleanses oil and impurities to reveal fair and bright skin.


Proper study is undertaken with the help of the primary data and secondary data collected from people who are using face washes and related retailers dealing with face washes.

Primary data is an evolution data, which do not exist prior to initiating an evolution study. The scheduled questionnaire was administered to a sample of 50 retailers who deals with selling of face washes and 50 consumers who uses face washes and their responses have been collected for the comparative analysis of various brands of face washes.

Secondary data is the data maintained by and organized for use in its normal course or operation and which can be used for evaluate purposes.

Some of data has been collected by some magazine and internet.

Research Design
A sample size of 50 retail outlets and 50 consumers was taken.

Sample Procedure
Simple random sampling was done.

Sample Design
Data collection Graphical representation Data representation Selected different market of Saharanpur

Area of Research

Both primary and secondary were collected to meet objective. Data is taken as per the requirements of the study. To collect the primary data, I went to different market of Saharanpur city. In this research I have collected the data from the 10 markets and 50 outlets and 50 consumers for collection of primary data, for collection of secondary data I have used COMPANY A website, news paper, market trend and magazine article.

Research Instrument
The study is based on analysis and interpretation of a questionnaire which was distributed to 50 outlets and 50 consumers. The survey included open and ended in the questionnaire.


The sample survey was not universal due to time and cost constraints. As the duration of the study was only 45 days it was not possible to cover a large sample size. Only in Saharanpur district (Uttar Pradesh), the survey has been conducted. This sample may not be considered as the true study of the whole market.


1. Which of these Face Washes are available in your outlet? Brands Garnier Himalaya Ponds Vaseline All of these Total no of respondent No. of responses 3 9 2 0 36 50 Percentage 6% 9% 4% 0% 72% 100%

No. of responses

Garnier Himalaya Ponds Vaseline All of these

This graph shows that in almost all of the outlets, all brands of face washes are available around 72% of outlets all brands of face washes were sold. In 9% of outlets we can observe that the only face wash of Himalaya brand are sold. 6% of outlets are engaged in selling of Garnier face wash only. Whereas 4% of outlets are selling the ponds face wash only, while no outlets are selling the Vaseline face wash only (0%).

2. What are the different sizes of Face wash that are available in your outlet?

Sizes 50-100ml 100-150 150-200 More than 200 ml Total no of respondent

No. of respondent 6 20 19 5 50

Percentage 12% 40% 38% 10% 100%

No. of respondent

50-100ml 100-150 150-200 More than 200 ml

Most of the retailers ie 40%, keep face washes of up to size 100-150ml in their outlets .While 38% of retailers keep face wash of size up to 150- 200 ml. Whereas 12% of retailers keep only 50 -100 ml size of face wash, and only 10% of retailers keep face wash in their outlet more than 200ml size.

3. At what price do you sell the product to the customer?

Price M.R.P Less than M.R.P Total no. of respondents

No. of respondent
32 18 50

64% 36% 100%

No. of respondent

M.R.P Less than M.R.P


Majority of retailers sell face washes at M.R.P ie 64%, where as rest of 36% sell the product less than M.R.P.

4. Are you promoting any particular brands of Face wash? Promotion Yes No Total no. of respondent No. of responses 35 15 50 Percentage 70% 30% 100%

No. of responses

Yes No


From the above pie chart it is clear that 70% of retailers are promoting the various brands of face washes and rest of 30% are not supporting any brand of face wash for promotional activity.
5. If promoting which brands will you recommend to the Customer and why?

a. Brands Himalaya Garnier Ponds Vaseline None Total no. of respondent No. of responses 26 9 2 2 11 50 Percentage 52% 18% 4% 4% 22% 100%

No. of responses

Himalaya Garnier Ponds Vaseline None

b. Promotion for Monetary value Non Monetary value None Total no of respondents No. of responses 27 12 11 50 Percentage 54% 24% 22% 100%

No. of responses

Monetary value Non Monetary value None


a. Around 52% of retailers promoting the Himalaya face wash, while 22% are not supporting any of these top 4 face wash in their outlets, 18% of retailers promoting Garnier Face wash in their outlets while 4% are supporting Ponds and rest of 4% support Vaseline. b. 2nd graph represents that 54% of retailers promoting face wash for monetary value while 24% are promoting the face washes for non monetary value like free gifts etc. rest of 22% are not promoting any brands.

6. What is your profit margin on the sale of a single face wash? Margin No. of responses Less than 3% 0 3-5% 22 More than 5% 33 Total no. of respondents 50 Percentage 0% 40% 60% 100%

No. of responses

Less than 3% 3-5% More than 5%


From the graph it is clear that 60% of retailers get more than 5% of profit margin on the sale of face wash and rest of 40% of retailers get the profit margin between 3-5%.

7. Is there any, effect on sales of face wash which are being advertised?

Affect on sale Yes No Total no. of respondents

No. of respondent 45 5 50

Percentage 90% 10% 100%

No. of respondent

Yes No

90% of the respondents responded that advertisement affects face wash the sale of face wash, while rest of 10% believes that advertisement has no affect on sale on face wash. 8. Which of these is the popular scheme offered by the different brands?

Schemes Free gifts Discounts Extra quantity Buy 1 get 1 free Total no. of respondents

No. of respondents 0 19 29 2 50

Percentage 0% 38% 58% 4% 100%

No. of respondents

Free gifts Discounts Extra quantity Buy 1 get 1 free

By this diagram I can infer that 58% responded that different brand of face wash offers extra quantity to the customer, where as 38% responded that other scheme like discount in face wash is offered by the different face wash, 4% believes that offer like buy 1 get 1 free is also the schemes offered by the different brands while no one responded offer like free gifts are not offered by any brand to the customer.

9. Do you know that Brand X face washes has been launched in the market?

Awareness Yes No Total no. of respondents

No. of respondents 15 35 50

Percentage 70% 30% 100%

No. of respondents

Yes No

Majority of retailers ie 70% are not aware of that the Brand X face wash has been launched in the market, while 30% of them are aware of Brand X face wash that has been launched.

10. Which of these face washes are popular among the customer?

Brands Garnier Himalaya Ponds Vaseline Total no. of respondents

No. of responses 11 25 9 5 50

Percentage 22% 50% 18% 5% 100%

No. of responses

Garnier Himalaya Ponds Vaseline

Majority of respondent i.e. 50% that Himalaya face wash is very popular among the consumers, from the graph I also prefer that 22% responded that Garnier is another famous brand in the market. 18% of retailers are in the favor of ponds face wash in the term of popularity, only 5% support that Vaseline is another famous brand among consumer

Analysis for Consumer Based Questionnaire

1) When you think of face wash which particular brand comes into your mind?

Brand Garnier Himalaya Ponds Brand X Total no. of respondent

No. of responses 16 27 5 2 50

Percentage 32% 54% 10% 4% 100%

No. of responses

Garnier Himalaya Ponds Vivel

By this graph I can infer that 54% of consumers would prefer Himalaya face wash, where as 32% of consumers think of Garnier when the concept of face wash comes in their mind, 10% of them think of ponds and 4% them think of Brand X.

2) What is the factor behind the buying decision of the face wash?

Factors Brand Price Quality Packaging Availability Total no. of

No. of response 8 6 30 4 2 50

Percentage 16% 12% 60% 8% 4% 100%


No. of response

Brand Price Quality Packaging Availability

Majority of consumer ie 60% responded that Quality of face wash is the main reason for the buying decision of face wash, whereas 16% of them said that its due to brand value they prefer particular face wash. 12% responded that price is the defining factor for the buying decision of face wash, 8% of them responded that its packaging which force them to buy and 4% responded that

its the availability of face wash in outlets is the major factor in buying decision.

3) What do you expect out of the new face wash in term of service?

Factors Reduced price Variation in flavor Variation for skin type Total no. of respondents

No .of responses 10 22 18 50

Percentage 20% 44% 36% 100%

No .of responses

Reduced price Variation in flavor Variation for skin type

From the graph we can know that 44% of consumers like to have face wash with variation in its flavor, while 36% of them like expect that face wash with variation for different skins would be beneficial for them, whereas 20% of consumers expect reduced price in new face wash.

4) What type of face wash do you require in your face wash?

Requirement No. of responses Herbal 44 Non herbal 16 Total no. of 50 respondents

Percentage 73% 27% 100%

No. of responses

Herbal Non herbal

From the following graph I can infer that 73% of respondent require herbal contents in their face wash, while rest of 27% prefer face wash without herbal contents.

5) What is the reason for use of face wash?

Reason Alternative to soap To have

No. of responses 10

Percentage 20%

a 34


fresh feel Skin problem 6 12% 100%

Total no. of 50 respondents

No. of responses

Alternative to soap To have a fresh feel Skin problem

Majority of consumers ie 68% responded that they use face wash to have a fresh feel, while 20% of them use face wash as an

alternative to soap, whereas rest of 12% responded that they use face wash due to skin problem.

6) What is opinion on price Brand X face wash when compared to others?

Opinion High

No. of responses 26

Percentage 52%

Moderate Low Total no. of respondents

22 2 50

44% 4% 100%

No. of responses

High Moderate Low

From this pie chart it is clear that 52% of consumers believe that price of Brand X face wash is very high, whereas 44% responded that price is moderate and only 4% responded that price of Brand X face wash is low when compared to other face washes.

Chapter- 6 findings

Retailers Survey Findings

After conducting the survey on comparative analysis of Brand X face wash and others I have found that: 1. Himalaya is the leading brand in the market in terms of face wash.

2. Face wash of size upto 200ml is available in the market 3. Retailers are selling face washes below M.R.P. 4.Retailers are also seen promoting certain

particular brands of face wash

5. Most of the retailers are found to be promoting Himalaya face wash for monetary value. 6. Most of the retailers gain profit margin more than 5%. 7. There is a substantial increase in sales volume due to advertising effectiveness. 8. Schemes like extra quantity and discounts are very popular. 9. Most of the retailers are not aware of Brand X face

wash. 10. Himalaya is the hotcake brand chosen by customers.

Consumer Survey Findings

1. Garnier and Himalaya face wash are doing well when compared with Brand X face wash. 2. Quality and brand value is the major

determinant wash.

in the buying decision of face

3. Face wash with variation in flavor are generally expected by the customer. 4. Customer considers herbal content in their face wash as first preference. 5. Majority of customer use face wash to have a fresh feel.

6. From the survey I have found that price of Brand X face wash is high when compared to other face washes.

Chapter-7 Suggestions $ Recommendation

Recommendations for Brand X Face Wash

It is said that unless the product is not consumed, it is not counted as sale because

before consumption there is every chance of return of product due to expiry; damage etc. so strong retailing is required because they are the last distribution channels. So every players focus very much on the retailing, but to reach each and every retail outlet is not possible for the distributors. Retailer penetration is also very essential. Special schemes for the retailer market should be introduced because it attracts retailers to purchase.

As media plays a vital role T.V, magazine, radio, banners should be properly used.

Celebrities and beauty consultants should be included in the advertisement to endorse products through which we can attract swCompany Ahers and reinforce companys image. Brand X should introduce varieties of flavor and herbal face washes in their product line as customer prefer these qualities in face washes. Schemes like reduced price or extra quantity would help in the growth of sale of the product. Package design should be made as much attractive as possible.

Appropriate pricing of the product so as to serve our target market.


COMPANY A Company should try to get more different types of SKUs for its products, since the present SKUs are not enough to capture buyers from all the segments. More and more demonstration is required to be given to the consumers.

The time limit of credit should be extended because it is the biggest hurdle in retail penetration.

Chapter- 8 Conclusion

After going thick on the thing, now time is to make complete picture. While making a product a SKU of the shop retailers thinks about the GMROI (Gross Margin Return On Investment) and they promote the brand which provides them highest. They expect return in the form of profit margin, company scheme, window display and reference of the shop. Among these, company scheme make the differences and are the highest source of motivation after profit margin. Marketer needs to advertising and brand building strategies to address the discerning buyers and retail push to in different buyers. The manufactures should understand consumer behavior because retailer cant help quality and price. There is a greater need to understand the retailer behavior considering them as team working for the company. They should be feeling of belonging to the company in inner of the retailers. Setting values club for retailers so that they may exchange views with the

company and help in understanding consumer behavior.

Annexure & BIblography


1. Which of these Face Washes are available in your outlet? a) Garnier face wash c) Ponds face wash d) all of these b) Himalaya face wash c) Vasiline face wash

2. What are the different sizes of Face wash that are available in your outlet? a) 50-100ml c) 150-200ml b) 100-150ml d) more than 200 ml

3. At what price do you sell the product to the customer? a) M.R.P b) Less than M.R.P

4. Are you promoting any particular brands of Face wash?

a) Yes

b) No

5. If promoting which brands will you recommend to the Customer and why? Brand name a) Monetary value

b) Non monetary value

6. What is your profit margin on the sale of a single face wash? a) Less than 3% b) 3-5% c) More than 5% 7. Is there any, effect on sales of face wash which are being advertised? a)Yes b) No 8. Which of these is the popular scheme offered by the different brands? a) Free gifts b) Discount c) Extra quantity d) Buy 1 Get 1 free 9. Do you know that Brand X face washes has been launched in the market? a)Yes b) No

10. Which of these face washes are popular among the customer? a) Garnier face wash b) Himalaya face wash c) Ponds face wash c) Vasiline face wash

d) Pears face wash


NAME OF CONSUMER: . Contact no: .

1) When you think of face wash which particular brand comes into your mind? a) Garnier face wash b) Himalaya face wash c) Ponds face wash d) Brand X face wash 2) What is the factor behind the buying decision of the face wash? a) Brand b) Price c) quality d) Packaging d) Availability 3) What do you expect out of the new face wash in term of service? a) Reduced price b) Variation in flavors c) Variations for skin types 4) What type of face wash do you require in your face wash? a) Herbal b) Non herbal 5) What is the reason for use of face wash? a) Alternative to soap b) To have fresh a feel c) Skin problem

6) What is opinion on price COMPANY A face wash when compared to others? a) High c b) Moderate c) Low

BIBLOGRAPHY Referred Website www.Company Aportal.com www.google.com Referred Books Marketing Management by Philip Kotler. Method of social survey and research by S.R Bajpi. Referred Newspapers The Hindu