Research On Dry Skin Care in Bangladesh

Introduction
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GlaxoSmithKline Bangladesh Ltd.
1.0 Introduction:
Market research is any organized effort to gather information about markets or customers. It is a very important component of business strategy. Market research is a key factor to get advantage over competitors. It provides important information to identify and analyze the market need, market size and competition. This project is based on marketing research on the opportunities of a new sun care product of GlaxsoSmithkline; a pharmaceutical company, and its promotional activities and how more awareness can be created for the product in a most effective communicating way. In Bangladesh the pharmaceutical sector is one of the most developed hi-tech sectors which are contributing in the country's economy. The professional knowledge, thoughts and innovative ideas of the pharmacists working in this sector are the key factors for this development. Due to recent development of this sector it is exporting medicines to global market including European market. This sector is also providing 97% of the total medicine requirement of the local market. Leading pharmaceutical companies are expanding their business with the aim to expand export market.This Industry is one of the highly sophisticated industries in Bangladesh which has been uncovered to rapid change and made a revolution in Bangladesh by maintaining high technology and a world class standard in quality. These industries have a major commitment to the society than any other industries as it is involved with the manufacturing of life saving drugs. GlaxoSmithKline Bangladesh Limited is a fast growing, trusted, and emerging pharmaceutical that develops, manufacture, markets and distributes quality assured best in class pharmaceutical products in Bangladesh. GSK try to be improving the quality of human life by enabling people to
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do more, feel better, live longer. The companys principal activities include secondary manufacture of pharmaceutical products and marketing of vaccines, pharmaceutical healthcare products and health food drinks. GlaxoSmithKline is one of the leading multinational companies in the world. Their marketing and promotional activities are different from others. Stiefel, a GSK company, have prescription and non-prescription products. However, GSK trying to make different promotional activities to make the consumer more aware about the non-prescription skin products. Their promotional activities spread on three categories, For Doctor, Chemist and for final consumer.GSK taken different policy for consumer awareness.
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1.1Objective of the study:
1.1(1) General Objective:

To identify the terms that influence consumers to use this product, their perception and buying behavior of sun care products.
1.1(2) Specific objective:

To determine the reasons consumer prefer to use sun care product of GSK compare to other brands. To determine the terms related to their buying behaviors. To identify the promotional strategy for different level of consumer. Identifying the most prosper ways to communicate with the customers to reach them To determine the factors that influence consumers the most in purchasing a sun care product. To determine current market situation level of having such kind of items To suggest ways how it can create more opportunities in the market. Doing survey and find out the consumer demand of the products Make Awareness among consumer about the products.
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1.2 Scope of the study:
This report will only focus on the one product that is the Sun care product of Stiefel,GSK. The study is limited to one part of GSK .Although I tried to determine the level of benefits of this kind of products offered by other companies, this was be solely based on the opinions of the customers and secondary sources. As questionnaires to be distributed and filled up by respondents I had to go to several places to conduct the survey and also I had to request them to do favor for me by filling out the survey questions during their valuable busy time. The research includes the following: (i) (ii) (iii) (iv) (v) (vi) Research interpretation of the objectives Research report Develop the questionnaire Data collection Data verification Analysis (vii) Data analysis Result analysis
Presentation of results Furnishing the final report
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1.3 Rationale of the study:

By conducting my report on this topic, I will be able to analyze the scopes that influence consumers perception to use sun care products; measuring the factors that determine customer satisfaction in the usage of this kind of products. This research will help me prepare an applicable marketing opportunity plan for the new sun care product I am working on. Since our skin damaging from sun rays is a daily danger causes sun burn, tanning, anti-aging problems, skin cancer so we should protect ourselves from having these problems by using sun protection product.
1.4 Statement of the problem:

Sun care product is such kind of a product that more or less everyone uses it specially women but we have minimum knowledge on it and by doing my research I would like to create more opportunities of these kind of products, will detect the reasons why we need this and benefits in more broader sense.In our daily life we all spend a huge amount of time outside during day time and many of us lack knowledge about how sun rays damaging our skin daily. Often we ignore these terms and later face different severe skin problems.That is why I would like to create more opportunities of sun care products in Bangladesh market which will protect us from daily UV damages. Management decision problem: How more opportunities and awareness can be created of sun care products in the market. Marketing research problem: determining consumers perception and buying behaviors and to identify the most effective and quickest way to communicate with the customers
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1.5 Hypothesis:
Hypothesis-1 : There is a statistically significant relationship between willing to spend for a sunscreen and SPF factor of the sunscreen.
Hypothesis-2: There is a statistically significant relationship between willing to pay for a sunscreen and sunscreen brand. Hypothesis-3: There is a statistically significant relationship between willing to pay for a sunscreen and price factor of the sunscreen. Hypothesis-4: There is a statistically significant relationship between willing to pay for a sunscreen and skin friendly factor of the sunscreen while purchasing a suncare product. Hypothesis-5: There is a statistically significant relationship between willing to pay for a sunscreen and water resistance factor of the sunscreen while purchasing a sun care product. Hypothesis-6: There is a statistically significant relationship between monthly spending amount on cosmetics and attractive display factor that grabs your attention the most while visiting any store. Hypthesis-7: There is a statistically significant relationship between monthly spending amount on cosmetics and free product samples that grabs your attention while visiting any store. Hypothesis-8: There is a statistically significant relationship between monthly spending amount on cosmetics and discounts that grabs your attention the most while visiting any store.
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Hypothesis-9: There is a statistically significant relationship between monthly spending amount on cosmetics and gift items factor that grabs your attention the most while visiting any store. Hypothesis-10: There is a statistically significant relationship between monthly spending amount on cosmetics and posters/leaflets factor that grabs your attention the most while visiting any store. Hypothesis-11: There is a statistically significant relationship between monthly spending mount on cosmetics and willing to pay for a sunscreen. Hypothesis-12: There is a statistically significant relationship between the brand factor and price factor of the sunscreen that consumers see while purchasing a sun care product.
Hypothesis-13: There is a statistically significant relationship between the term social sites are good ways to promote a new product and word of mouth-a good fact for promotion of a new item.
1.6 Research Methodology:

Research methodology is the systematic way to solve the research problem. It gives an idea about various steps adopted by the researcher in a systematic manner with an objective to determine various manners. In this section we will talk about the various key areas of the research methodology such as, sampling size, sampling area, the research design, method of collection of data and the statistical tool that has been used.This research is mainly based on the combination of both primary and secondary research.
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1.6(1) Data Collection:

To bring out the study two types of data have been used Primary Data Secondary Data
Details are as follows-
Primary Data:
When research is conducted to unearth original data, it is called primary data or primary research. To do this, an original research plan must be devised which will encompass, data collection, data input and then the production and analysis of the subsequent results. However, because the research is original, the results gathered will be more relevant to the needs of the client. The two basic types of primary research are quantitative and qualitative. In this project I have done both qualitative and quantitative research.
Secondary Data:
Secondary data or secondary research is the most common research method in todays world. It involves processing data that has already been collected. With this form, researchers will consult previous studies and findings such as reports, research projects in order to come to a conclusion. In this project firstly I have collected secondary information about GlaxsoSmithKline Bangladesh GsK Bangladesh web-site. The secondary data and research was mainly used to create the overall background and to provide basic information about the company.
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Sampling Area: For this research I had to distribute questionnaires to consumers in

different places specially shopping malls, beauty parlors and some other places to complete my survey.
Sampling Size: My sample size was 120.
Research Design: To get this research done I have followed three steps and my
research has been divided into three parts according to these three steps. The three steps are:
Collection: Receiving data in the form of answers both from my qualitative survey and I have designed questionnaire includes 13 questions some of them are open ended and rest of others were in a likert form and multiple options. Interpretation: Once the data has been collected, micro soft excel statistical software is then used to interpret this data into information. Analysis: Once the data has been interpreted into information, it is then analyzed with the help of the statistical tool and graphs, curves and mathematical calculations are then used to represent our analysis.
The Statistical Tool: I have used Microsoft excel and Minitab version 16 as a means
of interpreting and analyzing the data that I have collected from primary research. Microsoft excels and Minitab statistical software allowed me to analyze the data with the help of curves, correlation, confidence interval and Chi-square test.
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Organization Part
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2.1 GlaxsoSmithKline
GlaxoSmithKline (GSK) is a worlds leading research-based pharmaceutical company with a powerful combination of skills and resources that provides a platform for delivering strong growth in todays rapidly changing healthcare environment. GlaxoSmithKline A subsidiary of GlaxoSmithKline (GSK) is one of the worlds largest research-based pharmaceutical and healthcare companies GSK , continues to be committed to improving the quality of human life by enabling people to do more, feel better and live longer. The Companys principle activities include secondary manufacture of pharmaceutical products and marketing of vaccines, pharmaceutical and healthcare products. GSK has leadership in four major therapeutic areas- anti invectives, central nervous system (CNS) and respiratory & gastro- intestinal/ metabolic. In addition it is a leader in the important areas of vaccines and has growing portfolio of oncology products. GSK supplies products to 140 global markets and has over 100,000 employees worldwide. GSK has 180 manufacturing site in 41 countries.
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2.2 History of GlaxsoSmithKline:
In 1973 The company was oriented as Joseph Nathan & Company in New Zealand with the founding of a small import export company. It started its operation as a processing unit of abundant fresh milk of New Zealand. The only product it was producing was Glaxo Baby Food. In 1875 It started to export baby food to UK Alec Nathan, son of Joseph Nathan, coined the name Glaxo from Glactose. In 1924 Joseph Nathan & Company entered the pharmaceutical industry with the manufacture of Ostelin, the first Vitamin D preparation. The importance of the pharmaceutical market was soon realized and in 1935, Glaxo Laboratories Limited was founded with its headquarters at Greenford, Middlesex and London for the production and marketing of foods and pharmaceuticals. In 1947 After the 2nd world war, Glaxo developed rapidly. Glaxo Laboratories Limited absorbed its parent Joseph Nathan & Company, and became a public company in 1947. In 1963 Edinburgh Pharmaceutical Industries Limited, which owned Duncan, Flockhart and Company Limited and MAC Farlane Smith Limited, joined Glaxo. In 1995
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Glaxo acquired 100% share, of Wellcomes PLC on may 01, 1995 and formed Glaxo Wellcome PLC. In 1998 Glaxo Wellcome achieved a number of regulatory milestones for several of its key projects, such as ZEFFIX for the treatment of influenza.
Beecham opened its first factory in England in 1859. Beecham Inc bought companies for various products
John k Smith opened a drugs store in Philadelphia in 1830.The business house soon became a leader in drugs whole selling and changed to SmithKline & comoany in 1875 Henry Wellcome and Burroughs, Two American pharmaceuticals created an import agency in London for US pharmaceutical products in 1880
Glaxo started its journey with Joseph Nathnan in 1961 and registered their product name as Glaxo in 1906
In 2000 Glaxo Wellcome and SmithKlineBeechman merged to form GlaxoSmithKline; a worldwide research based pharmaceutical company.
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GlaxoSmithKline is the only British organization in the worlds top 20 pharmaceutical companies. Subsidiary companies are established over 50 countries of the world many with their own manufacturing facilities and the group have agency representation in more than 100 offices.
2.3 GlaxoSmithKline Bangladesh Limited
GlaxoSmithKline Bangladesh Limited is a subsidiary of GlaxoSmithKline Plc; worlds leading research based pharmaceutical company. One of its strong strength is its powerful combination of skills and resources that provides a platform to deliver fastest growth In todays rapidly changing healthcare environment. The principle activities of the company are manufacturing and marketing of pharmaceutical, vaccines and healthcare products.
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GlaxoSmithKline conducts the operational activities in Bangladesh as a principal with its own set-up of manufacturing, marketing and distribution. The company has started business in Bangladesh in 1969 at Chittagong by importing products from Group Company. The Chittagong factory of GlaxoSmithKline Bangladesh Limited is considered as the Center of Excellence in Global manufacturing & supply network of the group. In Bangladesh GSK held 6th position in pharmaceutical industry having market share of 5.2% (as of September 2002) occupying strong hold in key therapeutic areas like Respiratory, Dermatology, Anti- infective and Vaccines. Brand names of some major products of the company are: Ventolin Inhaler, Ceoprex, Zinnat, Parapyrol, Zantac, Piriton, Dextrose and Engerix B etc. on the other hand, in terms of consumer goods GSK is doing business by manufacturing Horlicks, Boost, Viva, Maltova etc.
GlaxoSmithKline- At a Glance:
GSKs mission is to improve the quality of human life by enabling people to do more, feel better and live longer GSK is a research-based pharmaceutical company. GSK is committed to tackling the three "priority" diseases identified by the World Health Organization: HIV/AIDS, tuberculosis and malaria GSKs business employs around 99,000 people in over 100 countries GSK makes almost four billion packs of medicines and healthcare products every year In November 2009, GSK launched ViiV Healthcare, a global specialist HIV company established by GlaxoSmithKline and Pfizer to deliver advances in treatment and care for people living with HIV.
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Many of our consumer brands are household names: Ribena, Horlicks, Lucozade, Aquafresh, Sensodyne, Panadol, Tums, and Zovirax.
2.3(1) Operation in Bangladesh

Headquarter GlaxoSmithKline Bangladesh Limited Corporate Office House # 2A, Road # 138. Gulshan-1. Registered Office & Factory Fouzderhat Industrial Area North Kattali, Chittagong.
District Marketing Office GlaxoSmithKline Bangladesh Limited has eleven District Marketing Offices (DMO) throughout the country. These are divided in five zones by which GSKs products are sold.
Zone
Dhaka Chittagong Comilla Bogra Barisal
DMO
Dhaka, Mymensing Chittagong, Maijdee Comilla, Sylhet Bogra, Rajshahi, Rangpur Barisal, Jessore
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2.4 GlaxoSmithKline- Mission, Strategic Intent & Spirit:
Mission & Vision

The mission statement of the business- Our global quest is to improve the quality of human life by enabling people to do more, feel better and live longer
Strategic Intent
Our strategic intent states our business goal - We want to become the indisputable leader in our industry.
Company Spirit
Our company spirit describes how we need to behave if we are to achieve our goal We undertake our quest with the enthusiasm of entrepreneurs, excited by the constant search for innovation. We value performance achieved with integrity. We will attain success as a world class global leader with each and every one of our people contributing with passion and unmatched sense of urgency.
2.4 (1) Corporate Strategies:

Quality and Customer acceptance Achieve business vision through quality and customer acceptance by providing safe & effective medicine. Good manufacturing practice Strictly maintained GMP (Good Manufacturing Practice) Customer focus- A respective quality throughout
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The entire organization or each operating unit and company All processes, systems and services product design and development, through manufacture, supply and marketing
Compliance With regulatory requirements, corporate quality requirements, group products and other applicable standards. Added value Through Continuous improvements and error- prevention to benefit customers and company Dedicated Human resources Develop a pool, of dedicated human resources through regular training.
2.4(2) Quality Statements:

Quality is the heart of everything we do- from the discovery of the module, through product development, manufacture, supply and sale; and is vital to all the service that supports our business performance.
Commitment The health and safety of global operations. Stewardship of our products. Delivering competitive business advantage.
Responsibility The health and safety of employees, contractors, visitors. The protection of the environment and communities. Compliance with laws and GSK standards.
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GlaxoSmithKline in time Every second, more than 30 doses of vaccines are distributed by GSK. Every minute, more than 1,100 prescriptions are written for GlaxoSmithKline. Every hour, GSK spends more than US $ 450,000 to find new products. Every day, more than 200 million people around the world use a GSK toothbrush or toothpaste. Every hour, GSK donates more than US $ 148 million in cash and products to communities around the world.
2.4(3) Product and Service offering:

As a more than a century old R&D pharmaceutical and healthcare company GSKs product portfolio spreads across key therapy areas benefiting millions of lives across the globe. More than 1300 prescriptions are written every minute for GSK products. GSK products focus on different therapeutic areas such as- Anti-bacterial, Respiratory, Cough & Cold preps, Dermatology, Gastro-intestinal, vitamin, vaccines for Hepatitis A & B, Typhoid, Chicken Pox, Measles, Mumps as well as cervical cancer and others.
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The company has Consumer HealthCare and Nutritional HealthCare drinks also. Some products GSK are presenting through the following table:
Therapeutic Area
Anti-Bacterial
Trade Name
Ceporex, Zinnat, Zinacef, Amoxil, Kefdein, Cexime, Glaxipro etc. Seretide, Ventolin, Piriton, Flixonase ANS, Ventolin Nebules etc. Actifed, Sudafed Betnovate, Betnovate N, Betnovet CL, Dermovate, Bactroban, Neobacrin, Lotrix, Tinatrim, Eumovete etc. Complavit Alkeran, Imuran, Leukeran, Mylaren, Purinethol Otosporin Zantac, Norain Betnelan, Prednisolone Zeffix Engerix B, Havrix, Varilrix, Tritanrix HB, Priorix, Typherix, Hiberix, Rotarix, Infanrix-Hexa, Mencevax-ACWY, Cervarix Dextrose, Glaxose (Health Drink) Horlicks (Chocolate Horlicks, Junior Horlicks, Horlicks Lite, Mother Horlicks), Maltova, Viva, Boost, Ribena, Aquafresh
Respiratory
Cough & Cold preps Dermatology Vitamin Oncology Eye/Ear preps Gastro-intestinal Oral steroid Anti-Viral Vaccines Non- Pharma Consumer Products
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2.5 GlaxoSmithKline Bangladesh Limited Organ Gram:
Managing Director Finance Director Commercial Director Director-HR Site Director
Board of Directors:
The board of directors is ultimately accountable for the Companys activities, strategy and financial performance. The board consists of a non-executive Chairman, three executive directors and two non-executive directors. There are: i. ii. iii. iv. v. vi. Dr. Hasit Joshiura- Chairman M. Azizul Huq- Managing Director Md. Humayun Kabir- Non Executive Director Sarwar A Khan- Finance Director & Company Secretary Shamim Rabbani- Commercial Director Golam Quddus Chowdhury- Non Executive Director
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2.5 (1)Company Executive Committees:

The management of the company is executed through the Company Executive Committee (CEC), comprising the M. Azizul Huq-Managing director and other executive directors. There are Sarwer A Khan-Finance director, Shamim Rabbani-Commercial director, AKM Firoz AlamHR director and Raji Barua-Site director.
Sarwar A Khan Finance Director & Company Secretary
AKM Firoz Alam Director, Human Resources M. Azizul Huq Managing Director Rajib Barua Site Director
Shamim Rabbani Commercial Director
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2.5 (2)Chain of Command of GSK Bangladesh Ltd:
Managing Director
Finance Director &Company Secretary
Commercial Director
Director- H R
Communication Manager
Medical Affairs Manager
Site Director
Finance Manager
National Sales Manager
HRD Manager
Deputy Company Secretary
Marketing Manager
Admin Manager
Management Reporting Manager
Mrketing Service Manager
IT M anager
Senior Purches Manager of Vaccine
Internal Audit Manager
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2.6 Functional Department of GlaxoSmithKline Bangladesh Ltd.
GlaxoSmithKline Bangladesh limited comprises of six major departments. Those are as follows: Marketing Human Resources Sales Department Finance & Accounts Information Technology
Each department at GSK operates in different aspects but they are inter-related and complement each other. The main functions of these departments are shown bellow:-
Marketing:
Designing and implementing Sales Strategy Controlling and updating distribution network Providing marketing information services Carrying out different awareness programs Controlling international trades. Building up public communication network. Conducting market surveys as required.
Human Resources
Recruiting and training the best pool of employees needed for the company.
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Managing smooth work flow in the organization. Managing demands of the labors in the factory. Allocating annual holidays. Arranging the employee motivational programs. Looking after the wage structure and waivers.
Sales Department
Distribution of the sales target fixed by PMD in the respect of market size and medical promotion officer in terms of value and unit. Pay regular visit to the doctors show the benefits of new and existing products with the help of promotional tools Monitoring and analysis of the competitors activities and report to the PMD
Finance & Accounts

Controlling the accounts. Completing the annual budgets. Allocating all kinds of payments to the staffs and managers. Looking after all the revenues and expenses. Conducting internal audit. Keeping records through IT. Facilitating local production cost.
Information Technology (IT) Department

Providing computer and other related accessories supports to all users Maintenance of server and ensure smooth LAN operation
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Providing up to date technical and software support to all the sectors of GSK
2.7 Industry Analysis:

2.7 (1) Porters five forces:
The five forces analysis is done on the basis of the most important 5 driving forces of the industry. While doing the analysis, information gathered in the previous table is used. Porter's
fives forces model is an excellent model to use to analyze a particular environment of an industry.
Competitor rivalry Bargaining Power of suppliers Bargaining Power of buyers Threats of substitute products or services Threat of new entrants
Competitor rivalry There are other existing companies serving pharmaceutical products which cause competition to GlaxoSmithKline. GlaxoSmithKlines foremost competitors are Novartis Bangladesh limited, Incepta pharmaceuticals limited. Bargaining Power of suppliers Here the bargaining power of supplier is very high as all the products are imported from different countries like Singapore, Philippine, Indonesia and they are the sole suppliers. So, the risk is higher for the company.
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Bargaining Power of buyers There are different skin products available in the market. So, the buyers bargain power is also higher. If buyers do not like our product they can easily move to another brand.
Threats of substitute products There are threats from other substitute products like Neutrogena cleanser, Olay cleanser etc. These are also skin products.
Threat of new entrants New companies entering in this industry can cause threat to the company. Many companies are expanding their product line and introducing skin products which can be GSKs future competitor but the fact is low.
The most important points that will determine the outcome of the analysis are: Slow market growth due to the low purchasing power of the end consumers. Exit barrier of the industry is very high due to high investment. Specialization knowledge for the technology and research is must for a player. Actual substitutes for pharmaceutical products are not that available.
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The players are big and powerful enough to influence input cost. Suppliers are chosen on a competition basis. Many brands for the same products are available in the market. End consumers are not really aware of the quality of the products. Direct marketing of the products is illegal as per government rules.
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So the summary of the entire analysis refers to the scenario which is as such:
Industry Analysis - At a glance Forces Threat of new entrants Threat of substitute products Bargaining power of the suppliers Bargaining power of the buyers Rivalry among the competitors Position Very low Moderate Very High Very high Moderate to High
2.8 SWOT Analysis:
SWOT is the acronym for Strengths, Weaknesses, Opportunities and Threats. It is an analytical framework to help summarize in a quick and concise way the risk and opportunities for any company across the value chain. A good SWOT should look into internal and external factors affecting the issue at hand.
Factors pertaining to the internal environment of the company. These are usually classified as Strengths (S) or Weaknesses (W)
Factors that pertaining to the external environment of the company. These are classified as Opportunities (O) or Threats (T)
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Strength
GSK is considered as world's one of the leading pharmaceutical companies because of its performance. Efficient, capable and honest workforce GSK has intense demand of their product nationally and internationally which helps them to inflate their business Considerable financial resources to grow the business Proprietary technology and importance patents Ability to take advantage of economies of scale Better product quality relative to rivals Goodwill of the company Follows GMR-Good Manufacturing Practice
Weakness
Underutilized plant capacity Higher unit cost relative to key competitors Group compliance due to group policy the company has to import raw materials form UK rather from neighbor countries (other than those which are produces locally) resulting in higher cost of production. Lack of variety in products Low pack size Lack of sufficient promotional effort. GSK has weaker distribution network and sales force are relatively low compare to competitors.
Opportunities
GSK as a multinational company has opportunity for expand its investment and has potential growth in Bangladeshi market. Expanding the companys product line to meet a broader range of customer reeds. Target and acquire an untapped marketing for vaccines Market is significantly large and growing Proper utilization of vaccines may result in higher profit. Availability of natural resources is the most lucrative opportunity for GSK to work with Bangladesh. In Bangladesh, GSK can get labors at a very cheap cost. High confidence brand name and quality
Threats
Adverse shifts in foreign exchange rates and trade policies of government Aggressive movement of rivals Slow down in market growth Growing bargaining power of the end consumers, thus high priced medicine are inconvenient for them Costly new regulatory requirements Competitors lower prices Increasing threats from local competitors.
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2.9 Overall Assessment:

On the basis of overall organization part, we can clearly see that GlaxoSmithKline is one of the leading pharmaceutical companies in the world. The company is also doing sound business in Bangladesh for a long time. Still one major issue that strike to my eyes while doing the study isGSK Bangladesh Limited is in the 12th position in the Bangladeshi pharmaceutical industry according to the market share (from internet source). So, they should obviously focus more for improving this situation as it used to be stand on the 5th position in 2003.
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Findings & Analysis Part
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10.0 Qualitative Findings:

Respondent:1 Questions How do you usually get to know about a new product? Responses I trust Almas the most for cosmetics. I would always go there to buy sun care products. These days, people are more connected with each Do you think social sites i.e. (facebook,twitter) etc are good ways to create awareness among consumers for a new product? other through the digital area. Not only younger people but also elders are spending more time on the internet than watching TV. Promoting a new product through the internet such as Face book would be great. What kind of magazine do you read and why? Please be specific. I read Femina on a regular basis. Its completely based on women and as I love the fashion world I love looking into new trends I fashion. What factors come to your mind while purchasing a sun care product? Normally how much time do you spend on internet? Which section you like the most in a news paper? What kind of promotional activities can be performed in super malls/stores for a new sunscreen product? Do you think word of mouth influences consumers buying habit? I believe nothing tops TV ad.Even today people are knowing about products mostly through TV commercial. Word of mouth releases a feeling of trust among people. Its a great Channel of communication I only look into the beauty/Fashion/ lifestyle section. Well, greater protection with greater SPF, oil free, skin friendly, hypoallergenic. I spend about one and half or two hours every day.
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For promoting a new sun protection product, what is the most effective and quickest way to communicate with the customers? Why?
TV advertisements are very influential in communicating a new product fast.
Rspondent:2 Questions How do you usually get to know about a new product? Responses I usually get know about a new product through advertisements, usually advertisement on TV.
Do you think social sites i.e. (facebook, twitter) Yes. Face book, twitter are really good ways to etc are good ways to create awareness among create awareness for a new product. It is a good consumers for a new product? way to market a product globally, as social sites consist of millions of users. What kind of magazine do you read and why? Please be specific. What factors come to your mind while purchasing a sun care product? The most important factor is the SPF of the sun care product. Other factors include price, expiring date, etc. Normally how much time do you spend on internet? Which section you like the most in a news paper? What kind of promotional activities can be performed in super malls/stores for a new sunscreen product? Giving leaflets, samples in shopping malls would help specially in the section where ladies are present. As sunscreen products are mostly used by women Do you think word of mouth influences consumers buying habit? Not really. Sports section. It depends but normally 3 to 5 hours a day. No. I dont read magazines that much.
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For promoting a new sun protection product, Through advertisement on TV and also by giving what is the most effective and quickest way to some useful information about the product in communicate with the customers? Why? advertisements. As people take ads on TV very seriously, thinking it is very authentic as it is being channeled all over the country.
Respondent:3 Questions
How do you usually get to know about a new product? Do you think social sites i.e. (facebook,twitter) etc are good ways to create awareness among consumers for a new product?
Responses
Through advertisements on Billboards, newspapers and TV commercials. Yes. Most of the people of this generation visit such social sites often and advertisements on those will not be overlooked.
What kind of magazine do you read and why? Please be specific.
Fashion magazines and magazines that has news about celebrities. I like to keep track of the latest trends and gossip. I am obsessed with my looks and these magazines help me know which skin care and beauty enhancing products are best for me. These magazines also tell which products are preferred by famous beauticians and celebrities thus helps save time choosing products at the stores. High SPF for how many hours does the product last? Is the product
What factors come to your mind while purchasing a sun care product?
waterproof? Can it work as a whitening and anti-marks cream? Is the product dermatologically tested from a renowned institute? Will it cause irritation for sensitive skin? Will the product blend in perfectly with the skin without causing it to be over dry or oily? Will the product trigger acne growth?
Normally how much time do you spend on internet? Which section you like the most in a news paper? What kind of promotional activities can be performed in super malls/stores for a new sunscreen product?
Two to three hours on alternate days. The sports section Temporary,colourful attractive looking stalls advertising this product maybe set up in the city's most visited and famous, malls, super-markets and general stores such as boshundhara, Meena Bazar These stalls can have people giving out free samples, leaflets,and small gifts to those interested to buy. First customers to buy may get discounts as a special offer.
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Do you think word of mouth influences consumers buying habit?
That depends on who is referring. If such a product is referred to by a high-profile celebrity for example, fans-in thise case,the consumersinfluenced by such a person will definitely be interested to learn more about it. And tempted enough to buy. Advertisements on Billboards all over the city. Billboards are eyecatchy, hard to ignore and are most effective in communicating as everyone will see them. Advertisements by TV or newspapers are often over-looked or thought unimportant.
Respondent:4 Questions How do you usually get to know about a new product? Responses Tv commercials, newspapers, magazines, internet are the most common ways by which I get to know about new products in the market. Do you think social sites i.e. (facebook,twitter) etc are good ways to create awareness among consumers for a new product? What kind of magazine do you read and why? Please be specific. What factors come to your mind while purchasing a sun care product? Normally how much time do you spend on internet? Which section you like the most in a news paper? What kind of promotional activities can be performed in super malls/stores for a new sunscreen product? According to me, the most effective way to promote a product is giving free samples to all customers because they can only get the know about the effectiveness of the product after using it. Usually I only read the entertainment page. SPF scale, on greasy, whitening effect, durable, waterproof. 1 to 2 hours a day. I think these are good ways of knowing about new products because now-a-days socials sites are very popular amongst people of all ages. Usually I dont read much magazines.
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Sometimes it does. If the person, promoting the product is convincing enough, customers will definitely buy the product.
I think Tv commercials and print media is the most effective and quickest way to communicate with the customers. This is how the customers can get some idea about the usage and effectiveness of the product and might inspire then to buy the product.
Respondent:5 Questions How do you usually get to know about a new product? Do you think social sites i.e. (facebook,twitter) etc are good ways to create awareness among consumers for a new product? What kind of magazine do you read and why? Please be specific. Any magazine which can update me about all sectors, TV, sports, fashion. one example would be readers digest. What factors come to your mind while purchasing a sun care product? Normally how much time do you spend on internet? Which sectiont you like the most in a news paper? What kind of promotional activities can be performed in super malls/stores for a new sunscreen product?
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Responses Via TV, and internet. Mainly by advertisements.
A significant number of people are using these sites regularly, so yes.
sun protection factor, its price, which manufacturing company, reliability.etc. Approximately one and half hours.
Headlines.
Posters, leaflets and free samples.
It might depending upon the situation, if they get information in which the consumer is interested then it might work, in favor for the business.
It has to be tv; advertisements have the power to influence customers to by the product. We have so many channels now a days that it is the quickest way to convey a message.
Respondent:6 Questions Responses
How do you usually get to know about a new By TV commercial and product display in the product? store; I get to know about a new Product. Do you think social sites i.e. (facebook, I think social sites like facebook is a effective twitter) etc are good ways to create way to create awareness about the product but awareness among consumers for a new not effective about a particular product. product? What kind of magazine do you read and why? Please be specific. What factors come to your mind while purchasing a sun care product? Shananda and kozmo.Beauty tips, celebrity gossip etc. The first thing comes to my mind while purchasing a sunscreen I look for SPF and the quality. Normally how much time do you spend on internet? Which section you like the most in a news paper? What kind of promotional activities can be performed in super malls/stores for a new sunscreen product?
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1-2 hours, not every day.
Entertainment section.
Free samples, posters and consumers leaflets are some effective promotional activities.
To certain extent yes I believe that word of mouth influences our buying habit.
For promoting a new sun protection product, Introducing the product by a celebrity or a renowned what is the most effective and quickest way to person by TV commercial is a good way to reach communicate with the consumers. customers? Why?
Respondent:7 Questions How do you usually get to know about a new product? Responses Mostly through friends and family I get to know that there is a new product I the market.
Do you think social sites i.e. (facebook, Absolutely yes. It is a very good way to create twitter) etc are good ways to create awareness awareness about the product. among consumers for a new product? What kind of magazine do you read and why? Fashion magazines,Femina because I want keep Please be specific. What factors come to your mind while purchasing a sun care product? in touch with current fashion. I consider if the sun care products will excessive sweating if u am out in the sun.
Normally how much time do you spend on 3 to 4 hours in a week. internet? Which section you like the most in a news paper? What kind of promotional activities can be performed in super malls/stores for a new sunscreen product? Do you think word of mouth influences consumers buying habit? It depends on the person who you look him or her. Free samples, posters, banners, leaflets etc. Fashion and life style section.
For promoting a new sun protection product, By advertising through someone preferably what is the most effective and quickest way to dermatologists because customers tend to take communicate with the customers? Why? advice most like from a professional.
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Respondent:8 Questions How do you usually get to know about a new product? Responses Posters, bill board Ads and of course TV advertisements.
Do you think social sites i.e. (facebook, twitter) Sometimes it is good. As through these sites etc are good ways to create awareness among huge amount of customers can be found to consumers for a new product? What kind of magazine do you read and why? Please be specific. create awareness. Dont read much but sometimes Star Magazine to read their articles.
What factors come to your mind while purchasing Only and only the SPF factor. a sun care product?
Normally how much time do you spend on 6 to 7 hours, a day. internet? Which section you like the most in a news paper? What kind of promotional activities can be performed in super malls/stores for a new sunscreen product? Do you think word of mouth influences consumers buying habit? Yes very much. Entertainment and Arts part. Side-self in a store can grab attention very easily.
For promoting a new sun protection product, what Using a booth/point of sale, where a person is the most effective and quickest way to from a company will be present. Because communicate with the customers? Why? that person can give information about the product and can communicate with the customers directly.
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10.1 Data Presentation and Analysis:
1. What factors come to your mind while purchasing a sun care product?
Factors while purchasing a sunscreen

120 100 Number of respondent 80 60 40 20 0 Not at all Not always Neutral Yes Very much Total likert score
SPF Factor Skin friendly Water resistance Brand Price
Description: The above bar chart is showing the different factors the respondents have chosen while purchasing a sun care product. The vertical axis is the number of respondent and the horizontal axis is showing the factors that consumers want to see in a sunscreen. The factors are SPF term, skin friendly, water resistance brand and price. Each colored bar on the graph represents each of these factors. Also a five point likert scale was used for this.
Analysis: According to the graph majority of the respondent has chosen the SPF factor most while purchasing a sun care product. Second factor they have chosen is skin friendly and then
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the other factors. The likert score for each of these factors are; for SPF the likert score is 4.68, for skin friendly factor the score is 4.64, for water resistance 3.29, for brand the score is 4.33 and for the last one which is price the score is 3.76.After finding these likert score it can be seen that all of the five factors are to some extent consumers want to see in a sun care product but SPF factor is the most important one among these five factors. So marketers should focus more on the SPF factor while promoting this new sun care product in the market.
2. What kind of magazines do you read?
kind of magazines you preferred

70 60 Number of respondent 50 40 30 Kind of magazines you read 20 10 0 Local International any kind Don't read magazines
Description: The above graph is showing the different types of magazines people mostly read. The horizontal axis is showing the types whereas the vertical axis is showing the number of respondents. Each bar represents each of the types and also who doesnt read magazines. The
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types are local, international, any kind and there is an option for those people who dont read magazines. Analysis: Out of 120 respondents majority people which are 64 have chosen the option any kind means they do not prefer any specific type of magazine. The second highest, 24 is the option international. As for the rest, the least one is local option which is only 5 means that they do not prefer much reading local type of magazines. So according to the graph we can see that people have a preference on reading any kind of magazines. These findings will be helpful later on while promoting this sun care product. Print ads on a magazine could be given as a supplement with some of the local magazines of the country.
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3. Social sites are very good way to create awareness for a new product.
Social sites are good ways to create awareness

1% 3% 4% 18% strongly disagree disagree neutral agree strongly agree 73% Total likert score 2%
Description: The pie chart above is showing the responds of different people regarding this question. Each colored portion is showing different options of this particular question. Also there is a portion for the total likert score. The other options are strongly disagree, disagree, neutral, agree and strongly agree. Analysis: According to the pie chat we can see that a huge number of respondent 73% strongly agree that social sites are good way to create awareness for a new product. Very few think (12)% that social sites are not good way for promoting a new product. But after finding the result we can say that people do prefer social sites like face book ,twiter etc.They believe that these days, people are more connected with each other through the digital area. Not only younger people but also elders are spending more time on the internet than watching TV.So, promoting a
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new product through the internet such as would play a great role in promotional plan for this new sunscreen.
4. Are there any sun care products you are currently purchasing? If yes then please name the brand.
Currently purchasing other sun care item

100 90 Number of respondent 80 70 60 50 40 30 20 10 0 currently purchasing other sun care item No 34 Yes 86
Description: The graph showing the numbers of respondents are currently purchasing sun care product. The horizontal axis is showing their position whereas the vertical axis is showing the total number of respondents. The results obtained from this question will be helpful to analyze the current market of sun care product also. Analysis: A total number of 86 respondents out of 120 sample sizes are currently buying sun care products and 34 respondents out of 120 sample sizes are not currently buying any sun care items. The respondents were asked to mention the products which they are currently purchasing.
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Some of those sun care items were Neutrogena, LOreal, Olay, ponds white beauty etc.In the graph we can see that people are concern about their skin, trying to protect their skin from harmful sun rays sunscreen. but marketers should create more awareness about why we should use
5. While visiting any stores what promotional activities grab your attention?
90 80 Number of respondent 70 60 50 40 30 20 10 0
Free product samples Gift items Discounts Attractive display Posters/Leaflets
Not at Neutral Some all extant
Yes
Very much
Total likert score
Description: The graph is showing the terms that respondents feel grab their attention most while visiting any stores. The vertical axis represents the number of respondents and the horizontal axis is representing the terms. The terms that influence the consumers most are free product samples, gift items, discounts, attractive display and posters/leaflets. Each colored bar on the graph represents each of these terms. Also a five point likert scale was used for this.
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Analysis: According to the graph most of the respondents have chosen the option that yes discounts grab their attention the most while visiting any stores. Attractive display is the second and then gift item which grab their attention. The likert score for discounts is 3.70, for attractive display 3.71,likert score for free samples is 2.47,for gift items 3.48 and likert score for posters/leaflets is 2.73. All these activities have some influential terms to take consumers in the stores and grab their attention .From the graph we can see that discounts are quite appreciated promotional activity and also attractive display seems to be quite influential as well.So marketers should take in to their mind the terms discounts and attractive display while launching their new product in the market which can easily grab consumers attention to buy that particular item. 6. How much time do you spend on internet?
Time spending on internet

90 80 70 60 50 40 30 20 10 0
Number of respondent
Time spending on internet
1 to 2 hours
3 to 4 hours
5 to 6 hours
once in a irregular week
Description: The above graph is showing the responses of the respondent, total sample size of 120 of this particular question. In the graph the vertical axis is representing the number of respondents and the horizontal axis is representing the options of the question.
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Analysis: From the graph one thing is clear that now a days people are more spending time on internet. Among the options respondents have chosen the second option which is spending time on internet 3 to 4 hours. After these 1 to 2 hours takes the next place. And no respondent has chosen the option once in a week though some people went with irregular. So we can say from the graph that almost every age group of people are spending long hours on internet. So for promoting a new product on internet through site advertising or pop up ads will play an significant role to create awareness for that product.
7. Normally how do you get to know about a new product?
Get to know about a new product

100 90 80 70 60 50 40 30 20 10 0 Number of respondent
ways to know about a new product
Description: The above graph is showing the levels of ways by which consumers get to know about a new product the most. In the graph the vertical axis is displaying the number of respondent where as the horizontal axis is displaying the ways through which consumers
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normally know about the new product in the market. The results obtained from this question will be helpful in designing the promotional for the new sun care product. Analysis: Out of 120 sample size of respondent majority respondent have chosen the option TV ads through which they can easily get to know about a new product. More or less each and every mode has some role to aware consumers about the new product but among them TV commercial is standing in higher position and then news paper/magazines. Internet and billboard also help people to get know about anew product. From the graph we can see that people do not prefer posters/leaflets that much in this segment. So while promoting new product marketers should focus on the ways through which they can reach to the consumers with their product easily. 8. Normally from which type of store you buy such kind of skin products?
Preferred type of store

100 90 Number of respondent 80 70 60 50 40 30 20 10 0
Preferred type of store
general stores
supper malls
any shop
don't buy from here
Description: The above bar charts are displaying the responses of different respondents of their preferred store from which they like to buy their skin care products. The horizontal axis is showing the types 50 | P a g e
whereas the vertical axis is showing the number of respondents. Each bar represents each of the types and also people who dont buy from here. The stores types are general store, supper mall, any shop and dont buy from here. Analysis: From the graph it seems that people mostly prefer to buy their skin care products from general stores where they can find good branded product, where there is less chance of having duplicate products. To some extent supper malls are also having a preference and some do not prefer buying such kind of products from here but from other places. No respondent has chosen the option any shop which indicates that people are concern while purchasing these kinds of items they only prefer good stores, malls where they can find the original product. So while distributing products to the stores producers should keep these terms in their mind. 9. Do you think word of mouth influences consumers buying habit?
Word of mouth influences consumers

100 80 Number of respondent 60 40 20 0
Word of mouth influences consumers
Description: The above graph is showing the levels of consumers buying habits over word of mouth. The horizontal axis is showing the options whereas the vertical axis is showing the
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number of respondents. Each portion is showing different options of this particular question. Also there is a portion for the total likert score. The other options are strongly disagree, disagree, neutral, agree and strongly agree. Analysis: According to the pie chat we can see that a huge number of respondent agree that word of mouth influences consumers buying habit. According to some respondents if such a product is referred to by a high-profile celebrity for example, fans-in this case, the consumersinfluenced by such a person will definitely be interested to learn more about it. And tempted enough to buy. From the graph we can also see that no one strongly disagrees that word of mouth does have an influences over buying habit though few do think. After the option agrees the next highest opinion of respondents is they are neutral about it. So marketers should know that word of mouth releases a feeling of trust among people. Its a great Channel of communication.
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10. Which segment you read the most in a news paper?
Preferred section in a news paper

90 80 Number of respondent 70 60 50 40 30 20 10 0 preferred section in a news paper
fashion and life entertainment style section
sports
only headlines
don't read newspapers
Description: The graph above displays different section of news paper that most people like to read. The sections include fashion and life style, entertainment section, sports headlines and there is also an option for people who do not read news papers. The vertical axis represents the number of respondents whereas the horizontal axis represents the types of sections of a news paper. Each of the bars represents each of the section as well as includes the total number of respondents who have chosen the particular type of section as their answer for this particular question. Analysis: From the graph we can clearly see that a huge portion of respondents have chosen the option fashion and life style section they read the most. Then the second hugest option is entertainment part of the news paper. There are few numbers of people who read only the headlines and sports. A very small number of people have chosen the last option who does not read news papers. News papers are good ways for promoting a new product as a huge portion of people, from every class of society read news papers. And also it is one of the most efficient and
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quickest ways to reach mass number of consumers. The results obtained from this question will be helpful in designing which section of the news paper would be great to give advertisement about the product.
10.2 Statistical Analysis:
1. Correlation between willing to spend for a sunscreen and SPF factor of the sunscreen while purchasing a sun care product.
Scatter plot:
SPF factor 1=not at all,.2=not always,3=neutral,4=yes,5=very much 5
SPF factor of the sunscreen Linear ( SPF factor of the sunscreen)
1 250 500 750 1000 willing to pay for sunscreen
Analysis: From the graph we can see that the line is indicating a positive upward trend but in a very poor position. We can see that SPF factor increases to a direct increase with the term willing to pay for a sunscreen but the connection is very low and does not provide an exact prediction.
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Some are willing to pay less but their concern is high for SPF factor. But the basic pattern indicates that the higher the SPF factor the higher they are willing to pay for s sunscreen.
Hypothesis testing:
Null hypothesis: There is a statistically significant relationship between willing to spend for a
sunscreen and SPF factor of the sunscreen.
Alternate hypothesis: There is no statistically significant relationship between willing to spend

for a sunscreen and SPF factor of the sunscreen.
Correlation:
Willing to pay for a sunscreen Willing to pay for a sunscreen SPF factor of the sunscreen r=0.04 df=118 minimum correlation coefficient= .16 1 0.043408748 SPF factor of the sunscreen 1
Interpretation: We can use the technique of correlation to test the statistical significance of the association. From the result of correlation we can see that the r value is 0.04 which is positive but far from +1; so there is a very weak positive relationship between willing to pay for a sunscreen and the SPF factor while purchasing a sunscreen. Degree of freedom (df) is 118 (sample size-2) and from the correlation table we get the value of minimum correlation coefficient which is .16.If r>minimum correlation = reject null hypothesis and if r<minimum correlation = accept null hypothesis. In this case r is less than minimum correlation coefficient so null hypothesis is
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accepted. We there is a statistically significant relationship between willing to spend for a sunscreen and SPF factor of the sunscreen.
2. Correlation between willing to pay for a sunscreen and brand factor of the sunscreen while purchasing a sun care product.
Scatter plot:
Suncreen brand 1=not at all,2=not always,3=neutral,4=yes,5=very much 5
Sunscreen brand Linear ( Sunscreen brand)
1 250 500 750 1000 willing to pay for a sunscreen
Analysis: The data displayed on the graph resembles a line rising from left to right. Since the slope of the line is positive, there is a positive correlation between the two sets of data. As the value of willing to pay for sunscreen is increasing the value of the sunscreen brand factor also increases.
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Hypothesis testing:
Null hypothesis: There is a statistically significant relationship between willing to pay for a sunscreen and sunscreen brand. Alternate hypothesis: There is no statistically significant relationship between willing to pay for a sunscreen and sunscreen brand.
Correlation:
Willing to pay for a sunscreen Willing to pay for a sunscreen Sunscreen brand r=0.1 df=118 minimum correlation coefficient= .16 1 0.103808463 Sunscreen brand 1
Interpretation: we use correlation to estimate of the relationship between two measurements, without any assumption of whether one comes before the other. Here the r value is 0.1 which means there is a weekly positive relationship between willing to pay for a sunscreen and sunscreen bran factor. The r value is lower than the minimum correlation coefficient so null hypothesis is accepted. We can say there is a statistically significant relationship between willing to spend for a sunscreen and brand factor of the sunscreen that comes to mind while purchasing a sunscreen.
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3. Correlation between willing to pay for a sunscreen and price factor of the sunscreen while purchasing a sun care product.
Scatter plot:
Price of the sunscreen 1=not at all,2=not always,3=neutral,4=yes,5=verymuch 5
Price of the sunscreen Linear (Price of the sunscreen)
1 250 500 750 1000 willing to pay for sunscreen
Analysis: The slope of the graph is down wording which means there exist a negative relation between willing to pay for a sunscreen and price factor of the sunscreen while purchasing a sun care product. The value of willing to pay increases the value of price factor of the sunscreen decreases.
Hypothesis testing:
Null hypothesis: There is a statistically significant relationship between willing to pay for a sunscreen and price factor of the sunscreen.
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Alternate hypothesis: There is no statistically significant relationship willing to pay for a sunscreen and price factor of the sunscreen.
Correlation:
Willing to pay for a sunscreen Willing to pay for a sunscreen Price of the sunscreen r=-0.6 df=118 minimum correlation coefficient= .16 1 -0.588398274 Price of the sunscreen 1
Interpretation: Here the r value is -0.6 which means there is a moderately negative relation between the two variables. And the r value is less than the minimum correlation coefficient so the null hypothesis is accepted. We can say there is a statistically significant relationship between willing to spend for a sunscreen and brand factor of the sunscreen that comes to mind while purchasing a sunscreen.
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4. Correlation between willing to pay for a sunscreen and skin friendly factor of the sunscreen while purchasing a sun care product.
Scatter plot:
Skin friendly 1=not at all,2=notaiways,3=neutral,4=tes,5=very much 5
Skin friendly Linear (Skin friendly)
1 250 500 750 1000 Willing to spend for asunscreen
Analysis: The slope of the graph is almost a straight line which means there exist very poor relation between willing to pay for a sunscreen and skin friendly term of the sunscreen while purchasing a sun care product. The value of willing to pay increases the value of price factor of the sunscreen also increases but in a very low way and does not provide an exact prediction.
Hypothesis testing:
Null hypothesis: There is a statistically significant relationship between willing to pay for a sunscreen and skin friendly factor of the sunscreen while purchasing a suncare product.
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Alternate hypothesis: There is no statistically significant relationship between willing to pay for a sunscreen skin friendly factor of the sunscreen.
Correlation:
Willing to pay for a sunscreen 1 -0.015493014 Skin friendly 1
Willing to pay for a sunscreen Skin friendly
r=-0.02 df=118 minimum correlation coefficient= .16
Interpretation: The r value is 0.02 which means there is a very poor association between willing to pay for a sunscreen and skin friendly factor of the sunscreen while purchasing a sun care product. R value is smaller than minimum correlation coefficient.0.02<.16 so null hypothesis accepted which is there is a statistically significant relationship between willing to pay for a sunscreen and skin friendly factor of the sunscreen while purchasing a sun care product.
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5. Correlation between willing to pay for a sunscreen and water resistance factor of the
sunscreen while purchasing a suncare product.
Scatter plot:
5
Water resistance 1=not at all,2=not always,3=neutral,4=yes,5=very much
Water resiswtance Linear (Water resiswtance)
1 250 500 750 1000 willing to pay for a sunscreen
Analysis: From the graph we can see that the slope positively related with the two variables. The connection between these two variables is very weak. The increase rate between these two terms is extremely low.
Hypothesis testing:
Null hypothesis: There is a statistically significant relationship between willing to pay for a sunscreen and water resistance factor of the sunscreen while purchasing a sun care product Alternate hypothesis: There is no statistically significant relationship between willing to pay for a sunscreen water resistance factor of the sunscreen
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Correlation:
Willing to pay for a Water sunscreen resiswtance 1 0.020596795 1
Willing to pay for a sunscreen Water resiswtance
r=0.02 df=118 minimum correlation coefficient= .16
Interpretation: From the result of correlation we can see that the r value is 0.02 which is positive but far from +1; so there is a very weak positive relationship between willing to pay for a sunscreen and the water resistance factor while purchasing a sunscreen. Here r value is less than minimum correlation coefficient.0.02<.16; so null hypothesis accepted which is there is a statistically significant relationship between willing to pay for a sunscreen and water resistance factor of the sunscreen while purchasing a sun care product.
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6. Correlation between monthly spending amount on cosmetics and attractive display factor that grabs your attention the most while visiting any store.
Scatter plot:
5 Attractive display 1=not at all,2=neutral,3=some extene,4=yes,5=very much
Attractive display Linear (Attractive display)
1 300 600 900 1200 1500 1800 Monthly spending amount on cosmetics
Analysis: In the graph the x axis is the monthly spending amount on cosmetics and y axis is attractive display factor that grabs attention while visiting any store. And the slope is showing that there is a negative poor associating relationship between these two terms. As the value of monthly spending amount is increasing the value of attractive display factor is decreasing.
Hypothesis testing:
Null hypothesis: There is a statistically significant relationship between monthly spending amount on cosmetics and attractive display factor that grabs your attention the most while visiting any store.
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Alternate hypothesis: There is no statistically significant relationship between monthly spending amount on cosmetics and attractive display factor that grabs your attention the most while visiting any store.
Correlation:
Monthly amount spending on cosmetics Monthly amount spending on cosmetics Attractive display r=-0.003 minimum correlation coefficient= .16 1 -0.003307977 df=118 Attractive display
Interpretation: The r value is r = -0.003A negative correlation means that as x and y move in opposite directions, one increases as the other decreases. We can say poor association relationship between monthly spending amount on cosmetics and attractive display factor that grabs your attention the most while visiting any store that does not provide an exact prediction.
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7. Correlation between monthly spending amount on cosmetics and free product samples that
grabs your attention the most while visiting any store.
Scatter plot:
5 Free product samples 1=not at all,2=neutral,3=some extent,4=yes,5=very much
Free product samples Linear (Free product samples)
Analysis: Above in the graph the slope of the line has been negative falling from left to right, sp there is a negative correlation exist between monthly spending amount on cosmetics and free product samples that grabs your attention the most while visiting any store. Under a negative correlation, as the value of monthly spending amount is increasing the value of the free sampling factors of the product is decreasing. Hypothesis testing:
Null hypothesis: There is a statistically significant relationship between monthly spending amount on cosmetics and free product samples that grabs your attention while visiting any store.
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Alternate hypothesis: There is no statistically significant relationship between monthly spending amount on cosmetics and free product samples that grabs your attention while visiting any store.
Correlation:
Monthly amount spending on cosmetics Monthly amount spending on cosmetics Free product samples r= -0.1 minimum correlation coefficient= .16 df=118 1 -0.091216311 Free product samples 1
Interpretation: From the correlation result, the r value is -0.1 so there is weakly negative relation between monthly spending amount on cosmetics and free product samples that grabs your attention while visiting any store. And as r value< minimum correlation coefficient so our null hypothesis is accepted.
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8. Correlation between monthly spending amount on cosmetics and discounts that grabs your attention the most while visiting any store.
Scatter plot:
5 Discounts 1=not at all,2=neytral,3=some extent,4=yes,5=very much
Series1 Linear (Series1)
Analysis: From the graph we can see that the line is rising from left to right. Since the slope of the line is positive, there is a positive correlation between monthly spending amount on cosmetics and discounts that grabs your attention the most while visiting any store. As the value of monthly spending amount is increasing the value of the discounts factors of the product is also increasing.
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Hypothesis testing:
Null hypothesis: There is a statistically significant relationship between monthly spending amount on cosmetics and discounts that grabs your attention the most while visiting any store. Alternate hypothesis: There is no statistically significant relationship between monthly spending amount on cosmetics and discounts that grabs your attention the most while visiting any store.
Correlation:
Monthly amount spending on cosmetics Monthly amount spending on cosmetics Discounts r=0.1 minimum correlation coefficient= .16 df=118 1 0.12813284
Discounts
Interpretation: the r value is 0.1 so there is weakly positive relation between monthly spending amount on cosmetics and discounts that grabs your attention while visiting any store. As the r value is lower than the minimum correlation coefficient so null hypothesis is accepted. We can say there is a statistically significant relationship between monthly spending amount on cosmetics and discounts that grabs your attention the most while visiting any store.
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9. Correlation between monthly spending amount on cosmetics and gift items factor that grabs your attention the most while visiting any store.
Scatter plot:
5 Gift items 1=not at all,2=neutral,3=some extent,4=yes,5=very much
Gift items Linear (Gift items)
1 300 600 900 1200 1500 1800 Monthly spending amount
Analysis: The data displayed on the graph resembles a line rising from left to right. Since the slope of the line is positive, there is a positive correlation between the two sets of data. As the value of monthly spending amount on cosmetics increases the value of gift items factor that grabs while visiting any store also increases.
Hypothesis testing:
Null hypothesis: There is a statistically significant relationship between monthly spending amount on cosmetics and gift items factor that grabs your attention the most while visiting any store.
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Alternate hypothesis: There is no statistically significant relationship between monthly spending amount on cosmetics and gift items factor that grabs your attention the most while visiting any store.
Correlation:
Monthly amount spending on cosmetics Monthly amount spending on cosmetics Gift items r=0.2 minimum correlation coefficient= .16 df=118 1 0.211283074 Gift items 1
Interpretation: The r value is 0.2 which means there is a weekly positive relationship between monthly spending amount on cosmetics and gift items factor that grabs your attention the most while visiting any store and the r value is greater than the minimum correlation coefficient so null hypothesis is rejected. So there is no statistically significant relationship between monthly spending amount on cosmetics and gift items factor that grabs your attention the most while visiting any store.
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10. Correlation between monthly spending amount on cosmetics and posters/leaflets factor that grabs your attention the most while visiting any store.
Scatter plot:
5 Posters/leaflets 1=not at all,2=neutral,3=some extent,4=yes,5=very much
Posters leaflets Linear (Posters leaflets)
1 300 600 900 1200 1500 1800 monthly spending amount on cosmetics
Analysis: The slope of the line had been negative declining from left to right, a negative correlation exist since the slope of the line would has been negative. Under a negative correlation, the higher the amount spending on cosmetics the lower the posters/leaflets factor that grabs your attention the most while visiting any store.
Hypothesis testing:
Null hypothesis: There is a statistically significant relationship between monthly spending amount on cosmetics and posters/leaflets factor that grabs your attention the most while visiting any store.
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Alternate hypothesis: There is no statistically significant relationship between monthly spending amount on cosmetics and posters/leaflets factor that grabs your attention the most while visiting any store.
Correlation:
Monthly amount spending on cosmetics 1 -0.11150023 df=118 Posters leaflets 1
Monthly amount spending on cosmetics Posters leaflets r=-0.1 minimum correlation coefficient= .16
Interpretation: There is a negative relation between two sets of variables as our r value is negative and relation is weakly associated between the term monthly spending amount on cosmetics and the term posters/leaflets factor that grabs your attention the most while visiting any store. Null hypothesis is accepted as r< minimum correlation coefficient.
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10.2 (1) Confidence Interval:

Confidence interval of willing to pay for a sunscreen
Willing to pay for a sunscreen

Average Standard Error Median Mode Standard Deviation Size Alpha Margin error Upper limit lower limit Confidence coefficient 538.3333333 18.54033884 500 500 203.0992361 120 0.05 36.33839639 574.6717297 501.9949369 0.95
Interpretation: At 95 percent confidence level the estimation for the populations importance given on willing to pay for sunscreen falls between the ranges of 501 to 574. Confidence interval of monthly spending amount on cosmetics:
Monthly amount spending on cosmetics

Average Standard Error Median Mode Standard Deviation Size Alpha Margin error Upper limit lower limit Confidence coefficient 870.8333333 29.28646864 1000 1000 320.8171901 120 0.05 57.40042377 928.2337571 813.4329096 0.95
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Interpretation: There is 95% chance that the populations importance given on monthly spending amount on cosmetics falls between the ranges the 813 to 928.
10.2 (2) Chi-square test:

1.First chi-square test has been done between two terms which are monthly spending amount on cosmetics and willing to pay for a sunscreen. Null hypothesis: There is a statistically significant relationship between monthly spending mount on cosmetics and willing to pay for a sunscreen. Alternate hypothesis: There is no statistically significant relationship between monthly spending mount on cosmetics and willing to pay for a sunscreen. In this calculations two way table chi-square test has been done. For that there are two groups;group A (100-500) means monthly spending on cosmetics and willing to pay for a sunscreen that consumers pay in this range fall in this group and on the other hand consumers who pay more than this range fall into group B(600-1200).
Group A(100-500) Monthly spending amount on cosmetics Willing to pay for a sunscreen 34 89
Group B(600-1200) 86 31
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Chi-Square Test: Monthly spending amount on cosmetics, Willing to pay for a sunscreen.
Group
Group
A(100-500) B(600-1200) Total 1 34 61.50 12.297 86 58.50 12.927 120
89 61.50 12.297
31 58.50 12.927
120
Total
123
117
240
Chi-Sq = 50.448, DF = 1, P-Value = 0.000l Critical value= 3.84 ( pearson chi-square test table)
Interpretation: From the test we can see that our Chi-square result is 50.448. Here DF is 1 and from the chi-square test table we got our minimum coefficient value which is 3.84.As Chisquare> minimum coefficient so our null hypothesis is rejected. So there is no statistically significant relationship between monthly spending mount on cosmetics and willing to pay for a sunscreen.
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2. Second chi-square has been done to see the relationship between the brand factor and price factor of the sunscreen that consumers see while purchasing a sun care product. Null hypothesis: There is a statistically significant relationship between the brand factor and price factor of the sunscreen that consumers see while purchasing a sun care product. Alternate hypothesis: There is no statistically significant relationship between the brand factor and price factor of the sunscreen that consumers see while purchasing a sun care product. To calculate the chi-square test two terms have been divided one is not at all and another is very much in terms of the two factors that come to consumers mind while purchasing a sun care product. Not at all Brand factor of the sunscreen Price factor of the sunscreen 6 8 Very much 81 12
Chi-Square Test: Brand facto, Price factor of the sunscreen that consumers see while
purchasing a sun care product.
Not at all 6 11.38 2.546 8 2.62
Very much 81 75.62 0.383 12 17.38
Total 87
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11.074 Total 14
1.667 93 107
Chi-Sq = 15.670, DF = 1 P-value=0.00 Critical value=3.84 ( pearson chi-square test table)
Interpretation: As chi-square test > minimum coefficient so null hypothesis is rejected. So there is no statistically significant relationship between the brand factor and price factor of the sunscreen that consumers see while purchasing a sun care product.
3. Chi-square test between social sites is good ways to promote a new product and word of mouth-a good fact for promotion of a new item.
Null hypothesis: There is a statistically significant relationship between the term social sites are good ways to promote a new product and word of mouth-a good fact for promotion of a new item.
Alternate hypothesis: There is no statistically significant relationship between social sites is good ways to promote a new product and word of mouth-a good fact for promotion of a new item.
For the chi-square test there are two groups agree and disagree and the facts are social sites are good ways to promote a new product and another fact is word of mouth-a good fact for promotion of a new item.
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Agree Social sites good way to promote Word of mouth-good fact for a new product 91 23
Disagree 3
Chi-Square Test: The term social sites are good ways to promote a new product and
word of mouth
1 Agree 23 24.91 0.146 91 89.09 0.041 114 Disagree 3 1.09 3.331 2 3.91 0.931 5 Total 26
93
Total
119
Chi-Sq = 4.449, DF = 1, P-Value = 0.035 Critical value=3.84 ( pearson chi-square test table)
Interpretation: From the above chi-square test we can see that chi-square result is greater than our critical value. So it can be state that null hypothesis is rejected and there is no statistically significant relationship between social sites is good ways to promote a new product and word of mouth-a good fact for promotion of a new item.
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Conclusion & Recommendation
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11.0 Recommendation:
As a global leader in skin health, Stiefel, a GSK company, is committed to improving the quality of life for those affected by skin conditions around the world. There 165 years of dedication to dermatological solutions has helped Stiefel expand its operations in nearly 132 countries. Stiefel has both prescription and consumer products. Under the Stiefel products there are both prescription and non-prescription medicines. GSK is trying to promote their non-prescribed medicines to consumer. And now Stiefel is going to launch a new sun care product in the market I was assigned to find out the opportunities, the promotional strategies and how to create more awareness among consumers about their new product in a most effective communicating way. To reach the consumer they need to do lots of promotional activities. So, I was assigned for planning, making leaflets, preparing detail aids for doctors, promotional items, brochure, posters, etc. My recommendation is directed towards creating a newer and better image to its customers for its new products like mentioned that they are launching a new sun care brand in the market and this requires effective communications. Creating a newer and better image to its customers and this requires effective communication to them stating the purpose that GSK wants to serve, benefiting them. This portion of the report contains marketing communication strategies, the promotional strategies opportunities for a new launching product, I have worked on and on how to shift their image to a more customer oriented marketing concept of the business from that more like a selling concept.
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The company strategy will enable them to launch their new sun care product and will continue successfully. But things have to be more focused and most important the lack of awareness has to be removed. Rather than hoping that everything will turn out ok a planner should try to identify contingency events and be prepared with plans, strategies and approaches for avoiding, coping or even exploiting them. We can break it in to focusing onThe Promotional Mix: As a multinational company Gsk has been maintaining constant touch with the buyers around the world through different promotions of products and services to buyers in order to avail of optimum market share. Promotion is one of the four elements of marketing mix (product, price, promotion, distribution). It is the communication way between sellers and buyers for the purpose of influencing, or informing, a potential buyer's purchasing decision. For our promotion purpose we are going to use mass media such as (print, outdoor, internet and interactive). We have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image. However there are three basic objectives of promotion. These are To present information to consumers as well as others To increase demand To differentiate our product
Consumers generally learn about new products and new organic shops by word of mouth from other consumers and from the survey I found that consumers agree that word of mouth does influence buying habit. I have planned some of the promotional tactics for our products. These are described below:
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Attractive packaging with gift items can also be a good tool to attract consumers
attention. Its packaging will ensure user convenience, protection as well as will serve as promotional tool by proper features. Several promotional events can be done in shopping malls like Bashundhara city, Rifelssquare,Concord,Agora, Almas. To expend the market we tried to look for new promotional areas. Such as parlors, super markets, small shops, and shopping centers. I went to some parlors, shopping malls to gave them knowledge about our product and convince them to advice about our products towards their customers but this has to be done in more effective after the launching of the product also Gsk can provide its own web site for Stiefel which will help people to know about theior upcoming products and its features, benefits. Stiefel can come with a page social sites like face book which comprises all the infos about the brand. Will also have a detailed product catalogue out there and whenever new batches of product are available the consumers get to know about it. And from the survey I got to know that people are appreciating different social sites for creating awareness for a new product.
Focusing more on Campaign Design: Gsk needs to done some more campaign designs for its new coming products in the market..Such as arranging awareness program for those people who can understand about our Stiefel products and give idea about the products to other customers or general people. For example, we can
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invite some beauty experts in our program and can give them a brief idea about our product. Moreover, we try to make them convince to keep some of our products in their parlor and provide knowledge about products to their customer. Through this they can get an idea that which way is effective for promotional activities. Focus more on consumer awareness: Advertising (print media,bill board, and internet ad) Personal selling Public relation Direct marketing Can come up with different CSR projects.
To make the consumer aware about the Stiefel products and for increasing sale these strategies might be very much effective.
To focus more on market leader strategy:

GSK is the strongest contender in the industry. However, such successes do not come without critics. GSK is said to kill competition which is totally discouraged by law and it may pose future threats for the company in attempts to deviate its focus from maintaining its success in the industry. It needs to modify its strategies and progress in a more sensible manner. The following strategies are available for the market leader to exercise expand total market, defend market share and expand market share. The company also needs a well formulated full-frontal attack to fight competition in the long run.
Expand Total Market
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To establish a strong brand image of Stiefel in current market situation new customers may have to gained through new market segment strategy and through geographical expansion strategy. Also promotional offers could be made for increasing customer frequency of making a trip to GSK stores.
Defend and Expand Market Share
The existing market share has to be defended from attack. Target, currently, is a strong competitor that poses threat to GSK. The following implementation on handling the companys business portfolio is available. GSK must build and/or maintain its competency over the following factors. Lowest prices compared in relativity to every competitor Superior customer services (that are valued by the customers) Guarantees and warrantees on product offerings Flexible supply chain to meet customers demands on time.
Marketing department has to be integrated with the other departments so that they can ultimately utilize the resources it has and also can contribute to the ultimate position the company is trying for to be there.Integrating Production would mean changing the business environment such that there is less time loss and full utilization.
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Stiefel have a big opportunity. The products are very much high quality and expensive product. Comparing with other brands the products have a good impact in market. Stiefel skin products are prescribed my millions of dermatologists in more than 140 countries. Moreover, the products already created a strong position in market and when the people will be more aware about the product then market will be more expend. Gsk should focus more on promotional activities, creating awareness,choosing the most effective term of communication to reach maximum level of consumers. To make the consumer aware about the Stiefel products and for increasing sale these strategies might be very much effective.
12.0 Limitations of the study

The major hindrance that I faced was, GSK authority was unwilling to share or disclose some information which was really required to prepare the report due to confidential issues. Time was the key constraint since I have to maintain a strict office hour throughout three months of internship program. Lacks of enough information as some information were considered highly confidential. Hence 100% accuracy cant be assured. Information about the current market growth was hard to get.
13.0 Conclusion:
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Affiliation report helps us to more efficient and more active to gather practical knowledge it efficient for practical life. Market research is any organized effort to gather information about markets or customers. It is a key factor to get advantage over competitors. This research paper I have conducted is a problem solving research; detecting the reasons for such kind of sun care products, consumer perceptions, buying behavior for this kind of a products and necessary actions to be taken in order to create a solid position on customers mind, create awareness and opportunities of a sun care product in Bangladesh market.
GlaxoSmithKline carries good branding image all over the world. Their promotional strategy is more clear & different from the other Pharmaceutical Company. To enhance the market share & reaching the market leader company should focus more on their promotional strategy. And if the company becomes able to make a good impression into the mind of customer then easily go to top level of the completion market. GSK is committed to developing new and effective healthcare solutions. The values on which the group was founded have always inspired growth and will continue to do so in times to come.
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14.0 References:
http://www.gsk.com.bd/ http://www.gsk.com.bd/about/ http://www.gsk.com.bd/mission/ http://www.gsk.com.bd/products/ http://www.gsk.com.bd/products/prescription-medicines.aspx http://www.gsk.com.bd/products/non-prescribed-medicines.aspx http://www.gsk.com.bd/factory/ http://www.gsk.com.bd/responsibilities/ http://www.gsk.com.bd/investors/ www.minitab.com/support/.../Chi-Square Philip Kotler and Kevin Lane Keller (2011).Marketing Management:Market
segmentation,13th Edition,New Jersey,Us:Prentice Hall.
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Appendix
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Research On Dry Skin Care in Bangladesh

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Introduction

GlaxoSmithKline Bangladesh Ltd.

GlaxoSmithKline Bangladesh Ltd.

GlaxoSmithKline Bangladesh Ltd.

1.1Objective of the study:

1.1(1) General Objective:

1.1(2) Specific objective:

GlaxoSmithKline Bangladesh Ltd.

1.2 Scope of the study:

Presentation of results Furnishing the final report

GlaxoSmithKline Bangladesh Ltd.

1.3 Rationale of the study:

1.4 Statement of the problem:

GlaxoSmithKline Bangladesh Ltd.

GlaxoSmithKline Bangladesh Ltd.

1.6 Research Methodology:

GlaxoSmithKline Bangladesh Ltd.

1.6(1) Data Collection:

Details are as follows-

GlaxoSmithKline Bangladesh Ltd.

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

Sampling Size: My sample size was 120.

GlaxoSmithKline Bangladesh Ltd.

GlaxoSmithKline Bangladesh Ltd.

GlaxoSmithKline Bangladesh Ltd.

2.2 History of GlaxsoSmithKline:

GlaxoSmithKline Bangladesh Ltd.

GlaxoSmithKline Bangladesh Ltd.

2.3 GlaxoSmithKline Bangladesh Limited

GlaxoSmithKline Bangladesh Ltd.

GlaxoSmithKline Bangladesh Ltd.

2.3(1) Operation in Bangladesh

GlaxoSmithKline Bangladesh Ltd.

2.4 GlaxoSmithKline- Mission, Strategic Intent & Spirit:

Mission & Vision

2.4 (1) Corporate Strategies:

GlaxoSmithKline Bangladesh Ltd.

2.4(2) Quality Statements:

GlaxoSmithKline Bangladesh Ltd.

2.4(3) Product and Service offering:

GlaxoSmithKline Bangladesh Ltd.

GlaxoSmithKline Bangladesh Ltd.

2.5 GlaxoSmithKline Bangladesh Limited Organ Gram:

Managing Director Finance Director Commercial Director Director-HR Site Director

GlaxoSmithKline Bangladesh Ltd.

2.5 (1)Company Executive Committees:

Sarwar A Khan Finance Director & Company Secretary

Shamim Rabbani Commercial Director

GlaxoSmithKline Bangladesh Ltd.

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

Finance Director &Company Secretary

Medical Affairs Manager

National Sales Manager

Deputy Company Secretary

Management Reporting Manager

Mrketing Service Manager

Senior Purches Manager of Vaccine

Internal Audit Manager

GlaxoSmithKline Bangladesh Ltd.

2.6 Functional Department of GlaxoSmithKline Bangladesh Ltd.

GlaxoSmithKline Bangladesh Ltd.

Finance & Accounts

Information Technology (IT) Department