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INTRODUCTION

Market survey on body spray

1 INTRODUCTION
Marketing Research is a developing management tool for the welfare of the society as well as the organization. There are so many applications of marketing research it depends on the marketing problem. This concept is to determine consumers needs and wants and that is a foundation for decisionmaking. So it provides with correct, adequate, and accurate information needed. By which marketing strategies can be decided. It is confined to special projects, to evaluate the marketing efforts and to special projects, to evaluate the marketing efforts and to study behavior of buyers, dealers and to competitors.

1.1 AIM OF THE PROJECT:


To conduct the market survey on body spray for finding the target customer and also the brand which is popular among the users in thanjavur city by using the following mentioned set of questionnaires. Geographical units Thanjavur Social group Peoples in thanjavur segmented with different age groups wise. 16 30 Years 31 45 Years and Above 45 Years. For this survey I have used the dichotomous questions pattern to know about the customers behavior.

Market survey on body spray

QUESTIONNAIRE

Market survey on body spray

QUESTIONNAIRE FOR BODY SPRAY


Personal Details: (optional) Name Address Income : : :

Personal Details: (must) Age: (16 30 Years) Gender: Male Female (31 45 Years) (Above 45 Years)

1. Which Brand suddenly strikes in your mind, when you heard about body spray? Axe Others 2. Why that brand? Advertisements 3. Do you use body spray? Yes No Neighbours suggestion others El Paso Denim Park Avenue Maxi

4. Are you a frequent user of body spray? Yes No


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Market survey on body spray

5. What you expect in the body spray? Fragrance. Economic. 24 x 7. Zero allergy. Attract opposite gender. 6. What brand of body spray you using? Axe Others 7. Are you a brand addict? Yes No El Paso Denim Park Avenue Maxi

8. Do you like change your brand frequently? Yes No

9. Suggestion for your favorite brand

Market survey on body spray

LITERATURE REVIEW

Market survey on body spray

3 LITERATURE REVIEW 3.1 Marketing


Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others or other wise it is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals.

3.2 Marketing Strategy


Marketing strategy is a set of objectives, policies and rules that leads the company's marketing efforts. It is the marketing approach to accomplish the bread objective of the marketing approach to accomplish the bread objective of the marketing plan. The various process of marketing strategies are given below. 1. Selecting largest markets segmentation 2. Positioning 3. Product 4. Price 5. Place 6. Promotion 7. Research and development 8. Marketing research

Market survey on body spray

3.3 MARKETING MIX

Product Product variety Quality Design Features

Price List price

Promotion Sales promotion

Place Channels

Discounts Allowances Payment period

Advertising Sales forces Public relation

Coverage Assortments Locations

Brand name

Credit terms

Direct marketing

Inventory

Packaging Sizes Services Warranties Returns Fig 3.1 marketing mix

Transport

Market survey on body spray

BRANDS

Market survey on body spray

Fig 4.1 Brands

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4 BRANDS:
Brand is the image of the product in the market. Some people distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service. People engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management. Orientation of the whole organization towards its brand is called integrated marketing. For example,

Fig 4.2 AXE logo AXE has been

successful at branding with their particular script font, which it used in the logo to show their uniqueness.

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SEGMENTATION

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5 SEGMENTATION:
Segmentation is the dividing the users for targeting the customer. In this case of project the companies use age group as the tool to target the customer.

Male (16 30)

Male (31 45)

Female Female 45) (16 30) Male (Above 45)

(31

Female (Above 45)

Fig 5.1 Segmentation by Age group

5.1 Above 45 years:


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According to our survey, Peoples under this age group generally didnt use any kind of the body spray. They mostly prefer some of the natural fragrance things only.

Survey Report:
Conducted among the 25 peoples in the age group of Above 45 Years.

Users

: 10 (among this 10 only 2 peoples use body spray others prefer only the natural fragrance)

Non Users : 15
10 peoples ------> 40% (2 Peoples 8%) 15 Peoples ------> 60%

8% Users (40%) Non Users (60%)

Fig 5.2 Above 45 years

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The above figure will be very much useful for know about the body spray users in the age group of above 45 years. It clearly shows that the majority of peoples are not willing to use the body sprays and the others are like to use the natural things like sandal, javaathu, etc. And only the very few of the peoples are willing to use the body spray. It clearly shows that these age groups of peoples are not the targeted customers for the companies which are involved in the production of the body spray.

5.2 31 45 Years:
According to the survey conducted for body spray shows that the people under the age group of 31 45 years are the occasional users.

Survey:
Conducted among the 25 peoples in the age group of 31 45 Years.

Users

: 15[60%] (among this 15 only 5[20%] peoples use branded items)

Non Users : 10 [40%]

Brand Addicts (20%) Users but not brand addicts (60%) Non Users (40%)
Fig 5.3 31 45 years

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The above mentioned figure shows that the body sprays users among the age group of the 31 45 years. According to this figure majority of peoples use the body spray but they are not the brand addicts (occasional users). They are not looking for the particular brands and also they didnt use it in frequently. They only use it in the festival or for any special occasions. In general I have noted that the families residing in thanjavur are like to use the foreign brands (unknown brands) from the foreign return peoples. They didnt show much interest in any specific brands, they are ready to use all brands of body spray. The brand addicts are less in this age group so this will clearly show that these age group peoples are also the non targeted customers. But the companies trying to capture these occasional users to their customer by giving attractive advertisements and awareness to use body spray.

5.3 16 30 Years:
According to the survey conducted regarding to the body spray shows that among the above mentioned segmentations obviously 16 30 Years peoples are the majority users of the body spray.

Survey:
Conducted among the 25 peoples in the age group of 16 - 30 Years. Users : 21[84%] (among this 21 only 10[40%] peoples are brand addicts) Non Users : 4[16%]

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Non users (16%) Brand Addicts (84%) User of any Brand (40%)

Fig 5.4 16 30 Years


The above mentioned figure shows that the maximum users of the body spray was 16 30 Years age group of peoples. So they are the target customers for the body spray manufacturing companies. These people will give much more business to the such companies. To attract the above mentioned segmented peoples will give much more profit. So the companies are manufacturing various type and fragrance in their products, and give various multimedia advertisements such as TV, Radio, Newspapers, etc.

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BRAND SPECIFICATION

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BRAND SPECIFICATION: As we seen in the earlier chapter there are various kinds of the brands are available in the market from these available brands we need to know about popular one. By using this survey report we can able to find that. According to the survey conducted in the retail shops,

Fig 6.1 Rexona


In the earlier days rexona was one of the dominating brand in the market but, nowadays it is in the down. The followings are the some of the results obtained from the survey conducted in the retail shops. Shop 1: The most selling brands are 1. Axe
2. Cinthol 3. Set wet

Shop 2: The most selling brands are 1. Axe 2. Eva 3. Zee Market survey on body spray
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Shop 3: The most selling brands are 1. El Paso 2. Axe 3. Maxi Shop 4: The most selling brands are 1. Axe 2. Denim 3. El Paso
4. Cigar

The above mentioned are the some of the sample results from the retail shops. The survey also shows that the most of the customers are the young age peoples such as the school and college students, people under the age of 35 years. So this also shows the target customers clearly. Even though the above results itself useful for finding the popular brand. The following graph will be very much useful for know about the brand which is popular in the market.

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40 35 30 25 20 15 10 5 0 A B C D E F

Fig 6.2 Graphical form of survey report

X Axis ------> Brands


A El Paso B Axe C Park Avenue D Denim E Maxi F Others

Y Axis ------> Samples

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CONCLUSION

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CONCLUSION: The survey regarding to the body spray has been successfully completed. From this survey, the most wanted brand of body spray is AXE and target customers are the young age peoples who are all under the age limit of the 35 years. The innovative advertisements, quality product, varieties of fragrance and durability would make the AXE to achieve this position.

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THANK YOU

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