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“ EVALUATION OF BOROPLUS PRICKLY HEAT POWDER WITH RESPECT TO THE 4 P’s MARKETING MIX ”
AT
EMAMI LTD
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Contents
Chater-1 Introduction 07 – 20
Introduction of the Study Need of the Study Objectives of the Study Research Methodology Presentation of the study Limitations
Chapter-2 FMCG Industry & Emami Ltd profile 21 - 46
Overview of FMCG Sector in India Outlook of Emami Ltd Profile Emami Vision & Mission Emami Corporate Values & Objectives Emami Beauty Products Emami Distribution Network
Chapter-3 Marketing Mix 47 - 52
A Conceptual Framework of Marketing Mix
Chapter-4 Field Study and Analysis 53 - 64
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Percentage Analysis Pie chart analysis for each data collected
Chapter-5 Findings and Summary 65 - 69
Findings from the data collected. Summary of all chapters
Chapter-7 Conclusion and Suggestions 70 - 79
Conclusion Recommendation Bibliography
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CHAPTER - 1Introduction
Introduction of the Study Need of the Study Objectives of the Study Research Methodology Chapterization of the Study Limitations
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INTRODUCTION
The inception of Emami Group took place way back in mid seventies when two childhood friends, Mr. R.S. Agarwal and Mr. R.S. Goenka left their high profile jobs with the Birla Group to set up Kemco Chemicals, an Ayurvedic medicine and cosmetic manufacturing unit in Kolkata in 1974.
It was an extremely bold step in the early seventies when the Indian FMCG market was still dominated by multinationals. Several such companies headquartered in Kolkata were considering shifting out of West Bengal due to labor unrest and political problems.
In 1978, Himani Ltd (incorporated as a Private Limited Company in 1949) had become sick unit and was up for sale. Himani, almost a 100 year old company with good brand equity in Eastern India and a well laid out factory in Kolkata, was producing a number of cosmetics. Mr. Agarwal realized the opportunity and acquired Himani though for their young organization it was a tough task to mobilize resources for buying a sick unit and even tougher to turn it around to a profitable venture. The degree of financial risk involved was enormous considering the small capital base of the company in those days. However Mr. Agarwal, supported by Mr. Goenka decided to go ahead with the deal which later on proved to be the turning point for the organization.
Mr. Agarwal decided to produce in the Himani factory different types of health care items and toiletries based on Ayurvedic preparation. Ten years after
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commencement of the company, it launched their first flagship brand Boroplus Antiseptic Cream under the Himani umbrella in 1984.
Many additional brands followed Boroplus including Boroplus Prickly Heat Powder which came as a brand extension of the mother brand. Emami brands started selling in all states of North, East and West India. Today Boroplus is not only the largest selling Antiseptic Cream in India but also in Russia, Ukraine, and Nepal.
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BOROPLUS PRICKLY HEAT POWDER
Revolutionary ‘Boroplus prickly heat powder’ provides immediate respite from the harsh heat. Its Icy effect offers relief and cure from prickly heat, itching & rashes giving a soothing cool relief. Invented by leading Herbologists of India and Dr. Zaveri of USA, a protégé of two times Nobel Prize winner. Its 5 power formula keeps your skin healthy and active even during pricking summer. Its lingering Icy Cool touch keeps you fresh and vibrantly cool
Boroplus prickly heat powder has the advanced herbal formula, which contains powerful anti-bacterial & anti-fungal herbs, that gives fastest relief from prickly heat & heat rashes without being harsh on skin. Boroplus prickly heat powder has four variants:
Boroplus icy cool prickly heat powder: has an additional benefit of creating cooling effect on skin which keeps one fresh & cool in the burning hot weather.
Boroplus icy sandal prickly heat powder: has cooling effect on skin & the natural fragrance of sandalwood.
Boroplus french lavender prickly heat powder: Boroplus php with the exotic fragrance of french lavender.
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Boroplus french herbal prickly heat powder: Boroplus php with the fragrance inspired from exotic french herbs.
Available sizes: 50 gm & 150gm packs for all the variants.
Product benefits:
Boroplus prickly heat powder provides quick & long lasting relief from prickly heat. It prevents skin problems like heat rash, burning sensation, athlete`s foot, dhobi itch and other minor skin infections. It is excellent in absorbing sweat & prevents body odour to keep you fresh, all day long. A completely herbal formulation, boroplus prickly heat powder has no harmful effects on skin.
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PRICKLY HEAT POWDER
Prickly heat is a extremely itchy red skin rash, cause a prickling or on fire feeling. It is medically known as miliaria. It may occur at what time you sweat a lot in hot or humid weather.
Dead skin cells and bacteria chunk the sweat glands. The skin become inflamed with a mottled rash that may blister.
Prickly heat more often than not starts approximately the neck. If it is bad, it can spread down onto the chest and back and up approximately the ears and face, but it hardly ever bothers a baby.
Summer is meant for holiday throughout the world. It is the time to take pleasure in the sunny days calming the body and mind.
But temperate countries frequently suffer from hot sun and make people run for shelter or air-conditioned rooms to avoid heat stroke, dehydration and prickly heat.
The condition is controlled by keeping the skin cool and dry. Use of powders and antiperspirants often helps. Conditions that increase sweating should be avoided, thus an air-conditioned environment is ideal.
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AN OVERVIEW OF PRICKLY HEAT POWDER COMPETITION IN THE MARKET
Dermi cool ranks a close second to heritage brand Nycil in the prickly heat powder market but Ahmedabad-based Paras Pharmaceuticals believes its ‘stay cool, think cool’ campaign for ‘Dermicool’ will give it the desired edge.
“Paras Pharmaceuticals has allocated 15 per cent of our sales for advertising and brand promotion. While our advertising budget has been similar to last year, our sales are expected to increase 40 per cent over last year due to the increased heat this summer. We know that in summers, people lose their cool easily. Through this campaign, we want to tell people they can be cool mentally when they are physically cool,” says S Raghunandan. managing director and chief executive officer, Paras Pharma.
The company has also launched three new variants – ‘cucumber slice’, ‘citrus blast’ and ‘watermelon’. “Dermicool is both, a prickly heat powder and cooling talc. We do not look at Ponds or the like as competition as we combine prickly heat and cooling under Dermicool. For us, brands like Boroplus, Navratna and Nycil are the competitors. In fact, we are second yet very close to Nycil in the prickly heat powder market segment. And I can say confidently that we are growing faster than competition as just five years ago, we were half of Nycil and today we are 75 per cent of Nycil,” says Raghunandan.
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Dermicool enjoys a 30 per cent market share in the Rs 200 crore prickly heat and skin care segment. Nycil, from Heinz India has a 37 per cent share while Emami’s Boroplus Ice accounts for 20-25 per cent of the market.
Paras Pharmaceuticals, which was a sponsor in the recently-concluded ICC World Cup Twenty20, has also launched Dermicool in 50 gm packs available at Rs 20 for rural markets. The strategy appears to have worked with the brand contributing almost 15 per cent to its sales this year. The original ‘thanda-thanda, cool-cool’ Dermicool brand is expecting a sales target of Rs 75 crore this year.
Nycil, however, is not sitting tight. Says Sundip Shah, Vice President - Marketing & Business Development, Heinz India Private Limited: “Nycil, with more than 40 years of legacy, is a market leader with a 37 per cent market share.” The company recently launched Nycil De-o Fresh Skin Care Talc, extending the brand equity of Nycil. “Our research indicated the need for a skin care talc that ensures sweat absorption, protection from body odour and a de-odorizing fragrance which keeps skin fresh and healthy. Hence, Nycil De-o Fresh which is undergoing consumer tests in Andhra Pradesh & Kerala.”
Kolkata-based Emami, on its part, is targeting kids as its prime consumers to increase its market share for Boroplus Ice prickly heat powder, which currently enjoys a market share of 20-25 per cent. The brand is currently promoted by the glamorous Kareena Kapoor along with some kids enacting the ‘All izz well’ song from the movie ‘3 Idiots’.
“We are at number three after Nycil and Boroplus and plan to handle competition through the ad campaign. In fact, the theme is a popular one among kids and that takes care of our aim. We have a budget of Rs 10 crore for advertising and promotion of Boroplus Ice and Rs 8-10 crore as advertising budget of Navratna Cool, which is an increase of 25 per cent over last year,” says Harsh Agarwal,
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director, Emami Ltd. The company is expecting a growth of 20-25 per cent for Boroplus Ice and at least 50 per cent for Navratna Cool Talc, which has a market share of 10-15 per cent, according to Agarwal.
A new entrant into the market, the Sundeo Summer Powder is also vying for attention through its TV ads. “We launched the product in April, by when 60-70 per cent of the peak season for the product had already passed. For the sun to shine on us, it will take another season to guage the consumer reaction to our proposition. The new-born baby has been given Rs 6-8 crore for advertising and promotion,” says Darshan Patel, managing director of Vini Group and former co-promoter of Paras Pharma.
SHORT OVERVIEW:
THE MARKET IS HOTTING UP:
The prickly heat powder is a Rs 200 crore market
Nycil from Heinz India is the market leader with 37 per cent market share
Dermicool from Paras enjoys a 30 per cent market share
Emami’s Boroplus Ice accounts for 20-25 per cent of the market
Nycil recently launched Nycil De-o Fresh Skin Care Talc
Emami is targeting kids
Sundeo Summer Powder, a new entrant from the Vini group, is also vying for attention
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NEED OF THE STUDY
Marketing mix is a primary tool for establishing the detailed marketing plan and forecasting the sales. Any organization, before introducing its products or services into the market; conducts a market survey.
The sequence of all ‘P’s is very much important in every stage of product life cycle Introduction, Growth, Maturity and Decline and no student has done the project on this topic so I have selected this topic for my project.
OBJECTIVES OF THE STUDY
1) To study and understand the conceptual framework of marketing mix.
2) To give brief description about the Emami ltd and FMCG industry.
3) To present the comparative analysis of Boroplus prickly heat powder with its
other competitive brands.
4) Map Boroplus Marketing Mix against that of ‘Nycil’, ‘Dermi cool’ and
‘Shower to Shower’ brands.
5) To give summary, findings and suggestions.
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RESEARCH METHODOLOGY
DATA COLLECTION:
Primary data:
The Primary data is collected through the interviews both structured and unstructured way with the customers.
Secondary data:
Secondary data is collected from internet, registers, records and annual reports of the organization.
The data obtained for crisil rating has estimated the market share of combined prickly heat powder Nycil and Dermicool with 24%.
The data obtained from company website the market share is at 17% for prickly heat powder and growing at 34% in FY 2009-2010 with cumulative average growth rate of 13% (CAGR) in last 3 years.
Data collection Instrument:
For collecting the data questionnaire method is used. Questionnaire Design begins with an understanding of the capabilities of a questionnaire and how they can help in research. If it is determined that a questionnaire is to be used, the greatest care goes into the planning of the objectives.
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Questionnaires are like any scientific experiment. One does not collect data and then see if they found something interesting. One forms a hypothesis and an experiment that will help to prove or disprove hypothesis.
Sample Size Design
It refers to the number of elements to be included in the study. A sample
design is a definite plan for obtaining a sample from a definite population. It
refers to the technique or the procedure the researchers would adopt in
selecting items for the sample. It is determined before data is collected.
Samples of 150 consumers are collected for general survey and 50
consumers are collected for commercial survey.
Sampling Process
Convenience Sampling: A convenience is obtained by the selecting ‘convenient’
population units.
TOOLS FOR ANALYSIS:
Percentage Analysis:
In percentage analysis, charts like bar chart and pie chart are used to graphically
represent the results from percentage analysis of the questionnaire.
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PRESENTATION OF THE STUDY
CHAPTER 1: This chapter deals with current scenario of the Emami
Limited and about its mother brand BoroPlus. It also includes Need of the
study, Objective of the study, Research Methodology and Limitations of the
Study.
CHAPTER 2: This chapter deals with the over view of the FMCG industry
and Emami Limited.
CHAPTER 3: This chapter deals with the conceptual frame work of
Marketing Mix.
CHAPTER 4: The present chapter includes an in depth Data Analysis and
Interpretation of the raw data. It also refers to diagrammatic and percentage
analysis .
CHAPTER 5: It consists of summary, valuable findings, suggestions and
conclusions to improve the efficiency of the study.
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CHAPTER 6: It consists of suggestions and conclusions to improve the
efficiency of the study.
LIMITATIONS OF THE STUDY
Very less time was available for this project so it might affect the quality of
this project, but I have put all my efforts in meeting the people and
collecting the data.
Only certain factors are considered in this measure the evaluation of
Boroplus prickly heat powder with respect to 4p’s.
Limited particular area was chosen for survey.
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CHAPTER-2FMCG Sector & Emami Ltd
Company Profile Overview of FMCG Sector in India Outlook of Emami Ltd Profile Emami Ltd Vision & Mission Emami Ltd Corporate Values & Objectives Emami Ltd Beauty Products Emami Ltd Distribution Network
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INDUSTRY PROFILE
OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is the fourth largest sector in the economy with a total
market size in excess of US$ 13.1 billion. It has a strong MNC presence and is
characterized by a well established distribution network, intense competition
between the organized and unorganized segments and low operational cost.
Availability of key raw materials, cheaper labor costs and presence across the
entire value chain gives India a competitive advantage.
The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4
billion in 2015. Penetration level as well as per capita consumption in most product
categories like jams, toothpaste, skin care, hair wash etc in India is low indicating
the untapped market potential. Burgeoning Indian population, particularly the
middle class and the rural segments, presents an opportunity to makers of branded
products to convert consumers to branded products.
Growth is also likely to come from consumer 'upgrading' in the matured product
categories. With 200 million people expected to shift to processed and packaged
food by 2010, India needs around US$ 28 billion of investment in the food-
processing industry.
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Automatic investment approval (including foreign technology agreements within
specified norms), up to 100 per cent foreign equity or 100 per cent for NRI and
Overseas Corporate Bodies (OCBs) investment, is allowed for most of the food
processing sector.
What are FMCGs?
We regularly talk about things like butter, potato chips, toothpastes, razors,
household care products, packaged food and beverages, etc. But do we know under
which category these things come? They are called FMCGs. FMCG is an acronym
for Fast Moving Consumer Goods, which refer to things that we buy from local
supermarkets on daily basis, the things that have high turnover and are relatively
cheaper.
FMCG Products and Categories
Personal Care, Oral Care, Hair Care, Skin Care, Personal Wash (soaps);
Cosmetics and toiletries, deodorants, perfumes, feminine hygiene, paper
products;
Household care fabric wash including laundry soaps and synthetic
detergents; household cleaners, such as dish/utensil cleaners, floor cleaners,
toilet cleaners, air fresheners, insecticides and mosquito repellents, metal
polish and furniture polish;
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FMCG in 2010
The performance of the industry was inconsistent in terms of sales and growth for over 4 years. The investors in the sector were not gainers at par with other booming sectors. After two years of sinking performance of FMCG sector, the year 2009 has witnessed the FMCGs demand growing. Strong growth was seen across various segments in FY09. With the rise in disposable income and the economy in good health, the urban consumers continued with their shopping spree.
- Food and health beverages, branded flour, branded sugarcane, bakery products such as bread, biscuits, etc., milk and dairy products, beverages such as tea, coffee, juices, bottled water etc, snack food, chocolates, etc.
- Frequently replaced electronic products, such as audio equipments, digital cameras, Laptops, CTVs; other electronic items such as Refrigerator, washing machines, etc. coming under the category of White Goods in FMCG;
Sector Outlook
FMCG is the fourth largest sector in the Indian Economy with a total market size of Rs. 80,000 crores. FMCG sector generates 5% of total factory employment in the country and is creating employment for three million people, especially in small towns and rural India.
Analysis of FMCG Sector:
Strengths:
1. Low operational costs
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2. Presence of established distribution networks in both urban and rural areas
3. Presence of well-known brands in FMCG sector
Weaknesses:
1. Lower scope of investing in technology and achieving economies of scale, especially in small sectors
2. Low exports levels
3. "Me-too" products, which illegally mimic the labels of the established brands. These products narrow the scope of FMCG products in rural and semi-urban market.
Opportunities:
1. Untapped rural market.
2. Rising income levels i.e. increase in purchasing power of consumers.
3. Large domestic market- a population of over one billion.
4. Export potential.
5. High consumer goods spending .
Threats:
1. Removal of import restrictions resulting in replacing of domestic brands.
2. Slowdown in rural demand.
3. Tax and regulatory structure.
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COMPANY PROFILE
HISTORY:
The inception of Emami Group took place way back in mid seventies when two
childhood friends, Mr. R.S. Agarwal and Mr. R.S. Goenka left their high profile
jobs with the Birla Group to set up Kemco Chemicals, an Ayurvedic medicine and
cosmetic manufacturing unit in Kolkata in 1974.
It was an extremely bold step in the early seventies when the Indian FMCG market
was still dominated by multinationals. Several such companies headquartered in
Kolkata were considering shifting out of West Bengal due to labor unrest and
political problems.
But against all odds with a vision of combining the age old wisdom of Ayurveda
with modern manufacturing techniques for creating winning brands the company
was started with a meager amount of Rs. 20,000.
A dream of reaching out to the Indian middle class; a target audience whom they
thought will have increasing potential for consumption, the company started
manufacturing cosmetic products as well as Ayurvedic medicines under the brand
name of Emami from a small factory in Kolkata.
In the early days the two friends used to go around places and sell their cosmetics
from shop to shop. They piled their goods on hand pulled rickshaws and went on
23
distribution drives making their brand extremely popular, available and acceptable
among consumers.
The first-rate quality of the products soon created a consumer pull and gradually
some people were hired to work for them. A chain of distributors was established
and the sale of Emami products spread from West Bengal to rest of Eastern India
and gradually to other states.
Emami Talcum, Emami Vanishing Cream and Emami Cold Cream
were great favorite brands with the quality conscious consumers in the mid-
seventies. The company soon became adept in selling beautiful dreams to Indian
women interested in finding their own identity. The signature tune of Emami
played over radio and TV became a household favorite.
In 1978, Himani Ltd (incorporated as a Private Limited Company
in 1949) had become sick unit and was up for sale. Himani, almost a 100 year old
company with good brand equity in Eastern India and a well laid out factory in
Kolkata, was producing a number of cosmetics. Mr. Agarwal realized the
opportunity and acquired Himani though for their young organization it was a
tough task to mobilize resources for buying a sick unit and even tougher to turn it
around to a profitable venture. The degree of financial risk involved was enormous
considering the small capital base of the company in those days. However Mr.
Agarwal, supported by Mr. Goenka decided to go ahead with the deal which later
on proved to be the turning point for the organization.
Mr. Agarwal decided to produce in the Himani factory different
types of health care items and toiletries based on Ayurvedic preparation. Ten years
after commencement of the company, it launched their first flagship brand
24
Boroplus Antiseptic Cream under the Himani umbrella in 1984. Many additional
brands followed Boroplus including Boroplus Prickly Heat Powder which came as
a brand extension of the mother brand. Emami brands started selling in all states of
North, East and West India. Today Boroplus is not only the largest selling
Antiseptic Cream in India but also in Russia, Ukraine, and Nepal.
Nineties was very eventful for Emami. The next flagship brand of
the company Navratna Cool Oil came in the nineties under the Himani Umbrella
and the second factory was opened at Pondicherry to expand production. Navratna
over the years has becomea market leader in the cool oil category.
The introduction of new brands continued and the distribution
network of the company was extended to South India with Navratna spear heading
the process. In 1995, Kemco Chemicals, the partnership firm was converted into a
Public Limited Company under the name and style of Emami Ltd. In 1998, Emami
Ltd was merged with Himani Ltd and its name was changed to Emami Ltd as per
fresh certificate of incorporation dated September1, 1998.
In 2000, with a view to concentrate on its core FMCG
business, Emami's investment undertaking was demerged and Pan Emami Cosmed
Ltd. issued its fully paid up shares to shareholders of Emami in the ratio of 1:1. In
2003 a new factory unit was set up at Amingaon, Guwahati. A Public Issue of 50
lacs Equity Shares of Rs2/- each at a price of Rs. 70 followed in 2005. The issue
was oversubscribed within few seconds of its opening with an overall over
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subscription of 36 times of the issue size. The share price sold at Rs. 70 today is
quoted in the stock market as Rs. 210.
In 2005 Emami created a marketing history in India by launching Fair and
Handsome, the first fairness cream for men.
In 2006 the company decided to introduce a Health Care Division and a number of
new brands of Ayurvedic OTC medicines. The company has taken up the
challenge of growing this new division with a dedicated and enthusiastic team
working on this project.
Among the brands created by the company, today Navratna brand is Rs.300 crore
followed by Boroplus brand standing at Rs.250 crore and Fairness family standing
at Rs.100 crore. Sona Chandi Chyawanprash, Menthoplus and Fast Relief also
among the top brands in their respective categories.
In 2006, J B Marketing & Finance Ltd., the erstwhile marketing company of the
Emami Group merged with Emami Ltd. and the total turnover of Emami including
sales in domestic and export market stood at Rs 516 crores at the end of the fiscal
year 2006-07.
Emami Limited with an investment of Rs 700 crore has acquired major stake in
Zandu Pharmaceuticals Works Ltd on the basis of huge business synergy between
Zandu and Emami. Post the acquisition of Zandu Pharmaceuticals a century old
household name in India, some of its prominent brands like Zandu Balm, Zandu
Chyawanprash, Zandu Kesri Jeevan, Zandu Pancharishta, Sudarshan and Nityam
Churna are also under Emami’s basket of brands.
26
Within three decades, the company has grown into a huge Rs. 1000 crore Emami
Ltd under the flagship company of the Rs.3000 crore Emami Group.
Today, Emami Limited is led by Mr. R S Agarwal and Mr. R S Goenka with the
help of the second generation Promoter Directors from the two families. Qualified
and dedicated set of professionals run the day to day operations of the company.
Recently a new corporate office “Emami Tower” has been added to the history of
the company which houses Emami Limited as well as all the other Group
companies in Kolkata.
ABOUT US:
Emami Group, a conglomerate born out of Bengal has a pan India presence
through its battery of brands and business initiatives that blossomed under the
parentage of Mr R S Agarwal and Mr R S Goenka since 1974. With an aggregate
group turnover of about Rs 3000 crore the group has business interests in FMCG
(fast moving consumer goods), paper and news print, writing instruments, edible
oil and cultivation, bio-diesel, hospitals, contemporary art, pharmacy, cement,coal
and power, real estate and retail. The Group’s fountain of strength are its ingrained
value system, innovativeness and an over 20,000 passionate and dedicated staff,
engaged in knowledge sharing.
27
Emami Limited, the flagship company of the Group, is a coveted Rs 1100 crore
business entity , a leading player in the personal and healthcare consumer products
industry in India engaged in manufacturing and marketing of health, beauty and
personal care products that are based entirely on ayurvedic formulation.
Emami Limited has over 30 brands under its portfolio. The focus is on providing
the consumers with innovative products which are capable of meeting their
multiple needs and add value by enhancing the quality of day-to-day life. By
repeatedly outperforming the industry standard, Emami Ltd has maintained a
CAGR of 27% over the last few years.
Understanding the human needs and fulfilling them by dint of technical research is
a positive feature of Emami. This is being made possible by Himani Ayurveda
Science Foundation (HASF) that generates the very best of ayurvedic formulations.
The foundation’s unique range of healthcare products aptly caters to consumer
needs. The world class quality control methods and processes maintained by HASF
ensure optimum utility of each ingredient. The foundation is completely engaged
in constant innovation and pharmaceutical enhancements.
The power brands of the company are Boroplus and Navratna. Boroplus brand is
the market leader in the antiseptic cream segment; the Navratna Oil is also in the
pole position in the cool oil segment. Fair and Handsome is the pioneer in the
fairness cream for men segment. Emami’s products in different categories like cool
28
oil, antiseptic cream and fairness cream for men have carved a niche for
themselves in their respective segments.
Today the Navratna Brand is worth Rs. 300 crore followed by the Boroplus Brand
standing also at Rs. 300 crore , Zandu Balm a Rs 250 cr brand and Fair and
Handsome standing at Rs. 100 crore. Sona Chandi Chyawanprash, Mentho Plus
and Fast Relief are also doing well in their respective categories. Hairlife (crème
herbal hair pack) and Malai Kesar Cold Cream, Malai Kesar Cream Soap are also
major players. Brand extensions have helped Emami consolidate its position in the
market and also cater to varied consumer needs. Emami has entered the glycerine
soap category with Emami Pure Skin, petroleum jelly category with Vasocare and
shampoo category with Emami 5 in 1 shampoo.
Emami has also launched a range of baby products under the brand name Emami
Healthy and Fair baby range which includes a soap, talc and oil.
Emami Limited with an investment of Rs 700 crore has acquired major stake in
Zandu Pharmaceuticals Works Ltd on the basis of huge business synergy between
Zandu and Emami. Post the acquisition of Zandu Pharmaceuticals a century old
household name in India, some of its prominent brands like Zandu Balm, Zandu
Chyawanprash, Zandu Kesri Jeevan, Zandu Pancharishta, Sudarshan and Nityam
Churna are also under Emami’s basket of brands. The FMCG business of Zandu
has been merged into Emami. This will help consolidation of FMCG business of
Emami and Zandu into one entity.
29
Emami has also acquired Lakhi Bilas (West Bengal local brand) and M
Bhattacharya the oldest homeopathy company in India.
Emami has successfully established its brands through strong celebrity
endorsements. It is the only corporate entity in the country to have both Amitabh
Bachchan and Shah Rukh Khan as brand endorsers for the same brand, Navratna
cool oil. The concept of brand endorsement by celebrities has been successfully
experimented in case of most of the brand launches. Besides Amitabh and Shah
Rukh, other celebrity endorsers of Emami’s brand include Madhuri Dixit- Kareena
Kapoor- Preity Zinta- Malaika Arora Khan- Bipasha Basu-MS Dhoni- Suriya-
Mahesh Babu- Dinesh Karthik- Amit Mishra- Virender Sehwag-Sachin Tendulkar-
Harbhajan Singh-Zaheer Khan-, Govinda, Sourav Ganguly, Chiranjeevi, Surya and
Upendra among others.
Emami has also taken up a major revamping project to enhance the sales and
distribution, human resources development and logistics with the globally
renowned professional advisory services firm, Ernst and Young. ‘Project
Navodaya’, as it is truly called, will help Emami fast track its top line and bottom
line growth and build a robust platform for growth initiatives.
Emami covers all the states with 29 depots across India. Its supply-chain
management assumes immense significance which was aptly reflected through
remarkable expansion in dealer-distribution network, outlets and manpower. The
30
domestic sales and distribution division directly covers 4.20 lac outlets all across
the country along with an additional 2100 modern retail outlets. Emami’s products
reach out to nearly 30 lac retail outlets across India through 2500 distributors.
Emami’s quality products not only have a pan India presence, but also have a deep
imprint in over 60 countries across the world including GCC, UK, Sri Lanka,
Bangladesh, Nepal, African and the CIS countries. Emami Limited has two
subsidiary companies Emami UK Limited in London and Emami International
FZE in UAE.
The company has ultra modern manufacturing facilities at Kolkata (West Bengal),
Abhoypur and Amingaon (Assam), Panthnagar, Baddi (Himachal Pradesh),
Dongri, Silvassa, Vapi. It has adopted the Total Quality Management system and
all its manufacturing facilities have received cGMP and ISO 9001:2000
certifications. The Amingaon unit received “Par Excellence Award” and Abhoypur
unit received “Excellence Award” in the All India Competition on “National
Convention on Quality Circles” conducted by National Quality Council.
Zandu-Emami IT integration Project has been selected as one of the Top 10 IT
Innovations done by CIO’s in May’10.
Emami Group has also been featured as one of the best 500 companies under a
billion by Forbes Magazine.
31
Emami was ranked 125th (P.Y 179) among BT-500 most Valuable Companies in
Private Sector by Business Today in 2010. Zandu Balm and Boroplus ranked 64th
and 46th respectively and Navratan was ranked 82 among first 100 most trusted
brands across all categories of India by Brand Equity Survey of Economic Times,
2010.
In 2008, Emami Ltd has been conferred the Most Enterprising Company of the
Year by IIPM (Indian Institute of Planning and Management) and The Sunday
Indian publication of the Planman Media Group.
In 2007, the company received the Institute of Cost and Works Accountants of
India (ICWAI) Award for Excellence in Cost Management.
Zandu Balm and Boroplus ranked 62nd and 77th respectively among first 100
most trusted brands across all categories of India by brand equity survey of
Economic Times, 2009. Navratna was awarded the best packaging award by Paper
Film & Foil Coverter’s Association.
Today, Emami Limited is led by Mr. R S Agarwal and Mr. R S Goenka with the
help of the second generation Promoter Directors from the two families. Qualified
and dedicated set of professionals run the day to day operations of the company.
32
Companies under Emami Group are:-
Emami Paper Mills Limited
Emami Chisel Art
CRI Limited
South City Projects (Kolkata) Ltd
Advanced Medicare & Research Institute Ltd (AMRI)
Frank Ross Limited
Emami Infrastructure Limited
Emami Retail Pvt Limited (Starmark)
Emami Biotech Limited
Emami Cement Ltd
Mission & Vision
Our Mission is to:
• Sharpen consumer insights in order to understand and meet their needs with
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value-added differentiated products that are safe, effective and fast.
• Integration of our dealers, distributors, retailers and suppliers into the Emami
family, thereby strengthening their ties with the company
• Hire, nurture and motivate the best talents in the country and provide them with
demanding and challenging environment.
• Uphold the principals of corporate governance and move towards
decentralization to generate long-term maximum returns for all stake owners.
• Contribute whole heatedly towards the environment and society and to emerge as
a model corporate citizen.
• Bring down the political boundaries, bridge the seas and emerge as a significant
player in the markets worldwide to globalize in real terms.
Vision :
A company, which with the help of nature, caters to the consumers' needs and their
inner cravings for dreams of better life, in the fields of personal and health care,
both in India and throughout the world.
Management Team
Mr. Manish Goenka, Director
Mr. Prashant Goenka, Director
Mr. N Venkat, CEO and ED
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Mr. N H Bhansali, CFO and President
Mr. Shyam Sutaria, CEO - IMD
Mr. Saroj Chakraborty, CEO - Foods Division
Mr. R K Surana, President - Operations and Commercial
Mr. Krishna Mohan, President - Sales
Dr S K Mitra, CEO -Technical
Mr. Gaurav Roy Chowdhary, VP - Sales and Marketing
Mr. Kushal Bannerjee, VP- Human Resources
PRODUCTS:
We manufacturer quality herbal personal care & well-being products:
• Boroplus Antiseptic Cream• Boroplus Prickly Heat Powder• Himani Navratna oil and talc• Sona Chandi Chyawanprash• Sona Chandi Amritprash• Himani Sona Chandi Healthy & Fair Ayurvedic Baby massage• Mentho Plus Pain Balm• Himani Fast Relief• Golden Beauty Talc• Naturally Fair Cream
Quality Mechanism
Quality Policy: We are committed to excellence in everything we do. Our credo: There is always a better way- We must think creatively, continuously innovate and pursue new ideas to achieve uncommon solutions to common problems.
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Quality Assurance System• Quality assurance audits in-house and external suppliers.• Microbial count monitoring • Environment monitoring by Petri dish exposure• Well equipped quality lab with each unit• Standard testing procedures• Deviation management
Units that are ISO 9001:2000 Accredited are:
• Pondicherry Units• B.T Road Unit
Testing & Measuring instruments used for quality testing
• Load cells to measure liquids & wip• Digital weighing machines to measure rm
Research & Development
Research & Development is the pivot of our entire business & production activity. Furnished with a well-equipped facility and trained technical personnel, we are carrying out R & D activities that focus on process up gradation, product improvisation & market acquisition. Upgrading of specific requirements reflects our company's keen importance on quality & consumer benifit. In fact, our main strength lies in quality products manufactured to meet the specific requirements of customers.Infrastructure Details
Manufacturing Units located at:
• Pondicherry
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• B.T.Road - KOLKATA• Amingaon - GUWAHATI
Buyback Units at:
• Pacific Health Care - KOLKATA• Kosmos Health Care - KOLKATA• Herbo Foundation, GUWAHATI• Eminent Health Care, GUWAHATI• Belle Herbals, MEGHALAYA
Machinery Used:
• Steam jacket stainless steel melting vessels
• Water jacket SS mixing vessels
• Colloid mill
Filling & packing machinery used :
• Auto centering tube filling machine
• Collating machine
• Automatic bottle filling machine
• 8 track pouch filling machine
• Flow wrap machine
• Master carton sealing machine
• Semi automatic oil filling machine
• Mather plat filling machine
• Auger powder filling machine
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• 4 track dibbi filling machine
• Nimach carton / label printing machine
Network
We have a robust distribution network of over 2100 direct distributors and 3.9 lakh
retail outlets. With a view to distribute its products to the grass root level, direct
selling has been extended to rural villages. As a result, rural sales increased
substantially in 2003-04 compared to the previous years. Emami is headquartered
in Kolkata, India with branch offices located across 27 cities in India.
Current Distribution Infrastructure:
• 5 Regions
• 25 Depots / C&F Agents
• 2,182 Direct Distributors
• 899 Distributors for Rural Coverage
• Over 3,86,940 Retail outlets
Distribution Network
• Four Mother depots
• Kolkata
• Vijayawada
• Delhi
• Nagpur
• 26 Depots
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Our Future Strategy
Our company's business plan for International market encompasses the following
factors.
• Investment in potential markets leading to higher returns in terms of market
development and turnover
• Expanding product line for various key markets
• Clubbing of familiar products under the same brand - Customization
• Establishing production units in high tariff markets - making prices more
consumer-friendly.
• Acquisition - We may consider buying existing brands.
Brand Building Activities: We invest in Advertising (TV and/or Press) in selected
markets across CIS, SAARC, and Indo-China, USA etc. All the markets are
supported with POPs, Displays and other promotional material.
Safety, Health & Environment Protection Measures
• Fire protection with high pressure water hydrant system
• Safety Management Plan
• Disaster Management Plan
• Hazard and Operability studies implementation.
• Accident Management Planning
• On job Safety Training
Development Initiatives
We are constantly in search of new avenues to meet the ever growing, challenging
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tough environment of consumer's aspirations to get quality products at affordable
rates.
Business Purview Global Presence
Over the last 7 years, our presence has changed magnitude from merely few
countries in CIS to over 50 countries sweeping across North America, Gulf, CIS,
SAARC, Europe and Africa. We are now focusing on increasing the number of
successful products in existing markets and to improve upon the operational
efficiency of the exiting line.
Training
• Training on 5s implementation & maintenance
• Training on quality circle implementation
• Training on validation
• Training on CGMP
• Training on ayurvedic guidelines by European guide lines/MCC
Beauty Products:
Boroplus Cosmetics
Boroplus is one of the flagship brands of Emami. Ltd. Launched in November 1982. It has new Active Herbal formula that gives your skin clinically healthy protection and active cure. Boroplus antiseptic cream prevents dryness and protects the skin from cuts, burns, scratches, nappy rashes, insect bites and itchiness.
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Boroplus talc with its Icy effect offers relief and cure from prickly heat, itching & rashes giving a soothing cool relief.
Ayucare Cosmetics
Ayucare Range has been developed as an aid to holistic, natural & good living to take care of your body - thus helping you to lead a healthier & comparatively stress free life. The range includes products like lifestyle supplement, health supplements, ayurvedic herbal tea, churans, chyavanprash, massage oils, skin care, oral care & aromatherapy essential oils.
Naturally Fair Cosmetics
Emami Naturally Fair Pearls is a scientific blend of real pearl dust and 11 active herbs. Based on herbal principles, this fairness cream gives a true pearl-like fair & glowing skin. Our range also includes Naturally Fair body lotion, Naturally Fair soap, etc.
Gold Cosmetics
Drawing upon the knowledge of rich Indian tradition of beauty care that dates back to centuries, Emami has resurrected many of exotic beauty with the Emami gold 24 ranges. Clean pure & rich with scientific edge & natural appeal. The Emami Gold 24 range is a tribute to the modern woman.
Golden Beauty Talc
Emami Golden Beauty Talc is the luxury of French Perfume with the treasure of six ancient herbs in a French formula - Geranium, Evening Primrose, Common Thyme, Sweet Basil, Marigold and Chamomile. It leaves your skin soft & silky. It is available in three refreshing fragrances - Alpine Dew, Real Sandal and Moon Drop.
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Fair & Handsome Cream
Emami with Activor Corp, USA has formulated a unique fairness cream for men with a break through Peptide complex, patented in the USA.
The wonder molecule works better on the collagen structure of tough male skin and dramatically improves skin texture and fairness in 4 weeks. Its pleasant cooling sensation gives an after-shave effect.
Navratna Oil
Himani Navratna oil is one of the flagship brands of Emami Ltd. and it is among the top selling Brands in India. It has a unique blend of 9 ayurvedic herbs and traditional ayurvedic formulation along with a cooling sensation. The oil has multiple benefits of providing relief from headache, tension, sleeplessness, body ache and other hair related problems & the talc keeps you cool in summer.
Sona Chandi Chyavanprash
The Super Power of Gold, Silver & Saffron along with 52 rare herbs and minerals has been incorporated to make an ideal powerful health tonic. Rejuvenates, tones up nervine system & acts as energy boosters. Sona Chandi Chyavanprash is for all season & Amritprash is for summer.
Himani Fast Relief
Fast Relief is really apt to its name for providing instant relief from the body ache. The ayurvedic active ingredients of special herbs like Nilgiri oil, Lavang and Gaultheria will penetrate swiftly to the area of pain. After penetration, the active ingredients stimulate circulation, relax stiffness & re-oxygenate tense painful tissues. As a result, you will get relief in minutes.
Mentho Plus Pain Reliever
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Emami Mentho Plus is a specialist pain reliever for the common ailments. Be it headache, back ache, cold, tiredness, sprains and muscular pain. Emami Mentho Plus is made from pure natural ingredients, its D.U.M.(strength) formula contains oils of Lavang and Niligri which provide effective and holistic relief from all these ailments.
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CHAPTER-3Theoretical frame work
Of
Marketing Mix
MARKETING MIX
Marketing Mix, the set of marketing tools the firm uses to implement its marketing strategy.
The major marketing mix tools are classified into four broad groups, called the four Ps of marketing:
1. Product
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2. Price
3. Place
4. Promotion
The firm must blend all of these marketing mix tools into a comprehensive integrated marketing program that communicates and delivers the intended value to chosen customers.
The term "marketing mix" became popularized after Neil H. Borden published his 1964 article, The Concept of the Marketing Mix. Borden began using the term in his teaching in the late 1940's after James Culliton had described the marketing manager as a "mixer of ingredients". The ingredients in Borden's marketing mix included product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis. E. Jerome McCarthy later grouped these ingredients into the four categories that today are known as the 4 P's of marketing, depicted below:
THE MARKETING MIX
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These four P's are the parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment. The goal is to make decisions that center the four P's on the customers in the target market in order to create perceived value and generate a positive response.
Product Decisions:
The term "product" refers to tangible, physical products as well as services. Here are some examples of the product decisions to be made:
Brand name.
Functionality.
Styling.
Quality.
Safety.
Packaging.
Repairs and Support.
Warranty.
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Accessories and services.
Product Decisions:
Some examples of pricing decisions to be made include:
Pricing strategy (skim, penetration, etc.)
Suggested retail price
Volume discounts and wholesale pricing
Cash and early payment discounts
Seasonal pricing
Bundling
Price flexibility
Price discrimination
Price Decisions:
Distribution is about getting the products to the customer. Some examples of distribution decisions include:
Distribution channels
Market coverage (inclusive, selective, or exclusive distribution)
Specific channel members
Inventory management
Warehousing
Distribution centers
Order processing
Transportation
Reverse logistics
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Promotion Decisions:
In the context of the marketing mix, promotion represents the various aspects of marketing communication, that is, the communication of information about the product with the goal of generating a positive customer response. Marketing communication decisions include:
Promotional strategy (push, pull, etc.)
Advertising
Personal selling & sales force
Sales promotions
Public relations & publicity
Marketing communications budget
Limitations of the Marketing Mix Framework:
The marketing mix framework was particularly useful in the early days of the marketing concept when physical products represented a larger portion of the economy. Today, with marketing more integrated into organizations and with a wider variety of products and markets, some authors have attempted to extend its usefulness by proposing a fifth P, such as packaging, people, process, etc. Today however, the marketing mix most commonly remains based on the 4 P's. Despite its limitations and perhaps because of its simplicity, the use of this framework remains strong and many marketing textbooks have been organized around it.
Marketing Mix with respect to BoroPlus Prickly Heat Powder
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PRODUCT:
Boroplus prickly heat powder has the advanced herbal formula, which contains powerful anti-bacterial & anti-fungal herbs, that gives fastest relief from prickly heat & heat rashes without being harsh on skin
Available sizes: 50 gm & 150gm packs for all the variants.
PRICE:
Himani boroplus icy cool powder is available in 150gm pack priced Rs.52/-.
PLACE:
Emami covers all the states with 28 depots across India and enjoys a wide distribution network comprising 2500+ distributors and a direct coverage of 4 lacs outlets. Apart from the distribution strength, Emami has 1200+ strong and motivated Sales Force including both direct & indirect manpower operating in the market
PROMOTION:
A budget of Rs 10 crore for advertising and promotion of Boroplus Ice.
Kolkata-based Emami, on its part, is targeting kids as its prime consumers to increase its market share for Boroplus Ice prickly heat powder, which currently enjoys a market share of 20-25 per cent. The brand is currently promoted by the glamorous Kareena Kapoor along with some kids enacting the ‘All izz well’ song from the movie ‘3 Idiots’.
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CHAPTER-4FIELD STUDY AND ANALYSIS
Percentage Analysis
Pie chart analysis for each data collected
FIELD STUDY AND ANALYSIS
1. Classification based on Prickly Heat Powder Users:
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PRICKLY HEAT POWDER USERS
RESPONDENTS PERCENTAGE
YES 144 96
NO 6 4
Interpretation:
There are 96% prickly heat powder users and users of normal talc powder are so less (4%). There is a huge market for prickly heat powder segment.
2. Classification based on BRAND OF PRICKLY HEAT POWDER :
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BRAND OF PRICKLY HEAT POWDER
RESPONDENTS PERCENTAGE
BOROPLUS 71 47.33
NYCIL 30 20
DERMI COOL 28 18.66
SHOWER TO SHOWER 11 7.33
Total 150
Interpretation:
Boroplus brand prickly heat powder users are more when compared to its other competitive brands.
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3. Classification based on NO.OF YEARS :
NO.OF YEARS RESPONDENTS PERCENTAGE
<2 9 12.6
3 YEARS 12 16.9
4 YEARS 8 11.26
>= 5 YEARS 42 59.15
Interpretation:
As more than 50% of consumers are using Boroplus prickly heat powder since more than 5 years, thus there are more loyal consumers of Boroplus due to its satisfaction.
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4. Classification based on AWARENESS OF BRAND BPPHP :
AWARENESS OF BRAND BPPHP NO. OF RESPONDENTS PERCENTAGE
YES 136 90.66
NO 14 9.33
Chart
Interpretation:
The brand Awareness of Boroplus among the people is high as it is due to more frequent AD’s promoted by top Bollywood stars like Sharuk khan and Kareena Kapoor.
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5. Classification based on USAGE OF PRICKLY HEAT POWDER THROUGHOUT THE YEAR:
PRICKLY HEAT POWDER THROUGHOUT THE YEAR
NO.OF RESPONDENTS
PERCENTAGE
YES 101 67.33
NO 49 32.66
Interpretation:
Prickly heat powder users use the product throughout the year irrespective of the season, it is due to the hot and warm climate.
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6. Classification based on SATISFACTION OF BPPHP:
SATISFACTION OF BPPHP IN TERMS OF RESPONDENTS PERCENTAGE
Relief from prickly heat, itching & burning 48 32
Cooling fresh sensation 7 4.66
Both 55 36.66
Interpretation:
There are less number of consumers who are satisfied with the both the cooling and relief from prickly heat qualities of product.
The overall product satisfation of Boroplus is low due to unsatisfaction with cooling fresh sensation quality of the product.
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7. Classification based on AWARENESS OF THE COMMERCIAL WITH "ALL IZZ WELL" JINGLE:
AWARENESS OF THE COMMERCIAL WITH "ALL IZZ WELL" JINGLE
RESPONDENTS PERCENTAGE
YES 50 100
NO 0 0
Chart:
Interpretation:
100% of consumers surveyed are aware with the AD commercial due to the use of famous line ‘All Izz Well’ from well known super hit movie ‘3 idiots’.
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8. Classification based on LIKINGNESS OF THE BOROPLUS COMMERCIAL:
LIKINGNESS OF THE BOROPLUS COMMERCIAL RESPONDENTS PERCENTAGE
YES 44 88
NO 6 12
Chart:
Interpretation:
The more number of people surveyed liked the AD commercial because of its unique message appealing line, All Izz Well if you use the Boroplus.
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9. Classification based on AD GIVES PROPER MESSAGE ABOUT THE PRODUCT BENEFIT:
AD GIVES PROPER MESSAGE ABOUT THE PRODUCT BENEFIT
RESPONDENTS PERCENTAGE
YES 16 32
NO 34 68
Chart:
Interpretation:
More number of people said that AD not gives proper message about product benefits as it just passed the message like All Izz Well if you use the Boroplus product.
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10.Classification based on BUY BPPHP ON SEEING THE COMMERCIAL:
BUY BPPHP ON SEEING THE COMMERCIAL RESPONDENTS PERCENTAGE
YES 26 52
NO 24 48
Chart:
Interpretation:
Half of the people survey said that they bought the Boroplus after seeing its AD commercial. The reaction towards buying the product after seeing AD is less as the AD doesn’t contain rational and emotional appeal.
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11.Classification based on COMMERCIAL LIKED THE MOST :
COMMERCIAL LIKED THE MOST RESPONDENTS PERCENTAGE
BOROPLUS 15 30
NYCIL 25 50
DERMI COOL 10 20
Chart:
Interpretation:
More people liked the Nycil AD commercial as it has both rational and emotional appeal messages.
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CHAPTER-5Findings and Summary
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FINDINGS OF THE STUDY
RESPONDENCY YES NO ROW TOTAL
AWARENESS OF BRAND BPPHP
60 12 72
PRICKLY HEAT POWDER USERS
72 6 78
COLUMN TOTAL 132 18 150
RESPONDENCY YES NO ROW TOTAL
PRICKLY HEAT POWDER THROUGHOUT THE YEAR
70 49 119
PRICKLY HEAT POWDER USERS
25 6 78
COLUMN TOTAL 95 55 150
Results of General Survey:
It is found that there are 96% of consumers surveyed are users of
Prickly heat powder
Among the surveyed, 47.33% of customers are using Boroplus prickly
heat powder.
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Among the Boro plus users 59.15% customers are using the Boro plus
prickly heat powder since 5 years.
90.66% customers are aware of the brand Boro plus prickly heat
powder.
67.33% consumers are using prickly heat powder throughout the
year.
32% users are satisfied with the product in terms of prickly
heat,itching & burning problem and 4.66% users are satisfied with
only cooling fresh sensation and 36.66% of boro plus prickly heat
powder users are satisfied with both.
Results of TV commercial survey:
100% of the consumer were aware of the Boroplus prickly heat
powder commercial with “All izz well” Jingle.
88% of consumers liked the Boroplus AD commercial.
68% of consumer said that AD doesn’t gives proper message about
the product benefits.
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52% of consumer buy Boroplus on seeing the commercial.
50% of consumers liked the Nycil commercial most and only 30%
liked the Boroplus AD commercial.
SUMMARY
Emami Limited, the flagship company of the Group, is a coveted
Rs 1100 crore business entity , a leading player in the personal and healthcare
consumer products industry in India engaged in manufacturing and marketing of
health, beauty and personal care products that are based entirely on ayurvedic
formulation.
The power brands of the company are Boroplus and Navratna.
Boroplus brand is the market leader in the antiseptic cream segment; the Navratna
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Oil is also in the pole position in the cool oil segment. Fair and Handsome is the
pioneer in the fairness cream for men segment. Emami’s products in different
categories like cool oil, antiseptic cream and fairness cream for men have carved a
niche for themselves in their respective segments.
Revolutionary ‘Boroplus prickly heat powder’ provides immediate
respite from the harsh heat. Its Icy effect offers relief and cure from prickly heat,
itching & rashes giving a soothing cool relief. Invented by leading Herbologists of
India and Dr. Zaveri of USA, a protégé of two times Nobel Prize winner. Its 5
power formula keeps your skin healthy and active even during pricking summer.
Its lingering Icy Cool touch keeps you fresh and vibrantly cool
Boroplus prickly heat powder has the advanced herbal formula,
which contains powerful anti-bacterial & anti-fungal herbs, that gives fastest relief
from prickly heat & heat rashes without being harsh on skin. Boroplus prickly heat
powder has four variants:
Marketing Mix, the set of marketing tools the firm uses to implement its marketing
strategy.The major marketing mix tools are classified into four broad groups,
called the four Ps of marketing:
1. Product
2. Price
3. Place
4. Promotion
The firm must blend all of these marketing mix tools into a
comprehensive integrated marketing program that communicates and
delivers the intended value to chosen customers.
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Kolkata-based Emami, on its part, is targeting kids as its prime consumers to
increase its market share for Boroplus Ice prickly heat powder, which currently
enjoys a market share of 20-25 per cent. The brand is currently promoted by the
glamorous Kareena Kapoor along with some kids enacting the ‘All izz well’ song
from the movie ‘3 Idiots’.
“We are at number three after Nycil and Boroplus and plan to handle competition
through the ad campaign. In fact, the theme is a popular one among kids and that
takes care of our aim. We have a budget of Rs 10 crore for advertising and
promotion of Boroplus Ice and Rs 8-10 crore as advertising budget of Navratna
Cool, which is an increase of 25 per cent over last year,” says Harsh Agarwal,
director, Emami Ltd. The company is expecting a growth of 20-25 per cent for
Boroplus Ice and at least 50 per cent for Navratna Cool Talc, which has a market
share of 10-15 per cent, according to Agarwal.
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CHAPTER-6Conclusion and Suggestions
SUGGESTIONS AND RECOMMENDATIONS
The majority of consumers were not satisfied with product’s cooling effect.
It is advisable to improve the cooling effect quality of the product.
As the commercial targets only children, it is better if commercial
concentrates on whole family with emotional appeal messages.
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It is advisable to implement product bundling pricing strategy.
AD commercial should show clearly the product benefits which will even
motivate people to buy.
CONCLUSION
The project was helpful to study the consumer behavior attributes towards the
prickly heat powder. This study aids in understanding the competitiveness in the
market in the prickly heat powder category.
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From the study, it was found that most of the of the boroplus prickly heat
powder users are loyal customers and they even use the product throughout the
year.
QUESTIONNAIRES
a) GENERAL QUESTIONNAIRE:
1) Do you prickly heat powder? Yes No
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If No, why?.................................................................................................
2) Do you use: Only prickly heat powder Both prickly heat & normal talc
3) Which brand of prickly heat powder do you use?……………………………………………………………………………………………………………………………………………………..
4) Since when have you been using the above mentioned brand of prickly heat powder?……………………………………………………………………………………………………………………………………………………..
5) Please mention three leading prickly heat powder brands you can recall.…………………………………………………………………………………………………………………………………………………….
6) Who all use the product? Myself Child (age:………………) Any other member……………………..
7) Who uses the product maximum?……………………………………………………………………………………………………………………………………………………..
8) I use prickly heat powder: (please tick multiple options as per relevance) Moment summer starts Use only when prickly heat problem arises Use it regularly in summers after bath
9) Do you use prickly heat powder throughout the year? Yes No
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10) How frequently do you use the product? Once a day Twice a day Others ………………………………..
11) How frequently do you buy your product? Fortnightly Monthly Others……………..
12) Who buys the product? Myself Spouse Children Others…………………
13) Are you aware about the brand Boro Plus prickly heat powder (BPPHP)?
Yes No
14) Have you ever used Boro Plus Prickly Heat Powder? Always use BPPHP Never used BPPHP, why?................................................................... Used but discontinued, why?.............................................................. Use any other prickly heat powder…………………………………………………….
If you have used BPPHP were you satisfied with the product in terms of the below mentioned benefits?
Relief from prickly heat/ ghamori, itching & burning Cooling fresh sensation
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15) Since how long have you been using this brand?……………………………………………………………………………………………………………………………………………………..
16) Which brand of prickly heat powder did you use before?……………………………………………………………………………………………………………………………………………………..
17) What is the reason for switching the brand?……………………………………………………………………………………………………………………………………………………..
18) Please mention 2 or 3 words that come to your on hearing the brand names:(a) Nycil: ……………………………………………………………………………………………………..(b) Dermi Cool: …………………………………………………………………………………………….(c) Shower to shower: …………………………………………………………………………………(d) Boro plus prickly heat powder: ………………………………………………………………
19) Have you used Nycil, Dermi Cool & Boro Plus prickly heat powder? Yes No
IF YES: Name the brand which you think is best in terms of:
(a) Sweat absorption:(b) Efficiency in curing prickly heat:(c) Relief from itching & burning:
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(d) Cooling freshness sensation:(e) Comfort after use:(f) Overall best preferred:
20) Please give your suggestions/recommendations for improving the product BPPHP.………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..
b) COMMERCIAL QUESTIONNAIRE:
1) Do you use prickly heat powder? Yes No
2) Can you recall any prickly heat powder TV advertisement that you have seen recently.
…………………………………………………………………………………………………………
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………………………………………………………………………………………………………… ………………………………………………………………………………………………………… ………………………………………………………………………………………………………… …………………………………………………………………………………………………………
3) Can you recall the TV commercial theme/ visual frame/ jingles/dialogues from the TVC that you can recall?
4) Which prickly heat powder advertisement did you like the most? Why?………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….
5) Have you recently seen any prickly heat powder commercial with ‘All Is Well’ jingle?
Yes No
6) If yes can you name the brand name of prickly heat powder with ‘All Is Well’ jingle?...........................................................................................................................................................
7) Did you like the commercial? Yes,
why…………………………………………………………………………………………………… No,
why……………………………………………………………………………………………………
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BRAND ADVERTSIEMENT THEME
8) Does the advertisement give a proper message about the product benefit? Yes No
9) Did you buy BPPHP on seeing the commercial?
Yes No,
why……………………………………………………………………………………………………
10) Which commercial among the four shown to you did you like the most?……………………………………………………………………………………………………………………………………………………..
11) Rank the commercial on a scale of 1 to 4 (1- very good, 2- good, 3- average, 4- bad)
BRAND RATE REASON
REFERENCES
Marketing Management by kotler, keller, koshy Jha.
www.emamiltd.com
www.managementparadise.com
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www.netmba.com
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