MR on NYLE @ KIMS

Marketing Research Nyle Shampoo

Executive Summary

The word Shampoo is derived from the Hindi word “Champi”.

The British loved the massage so much, they started calling Champi as Shampoo

Our product is Nyle shampoo which we have chosen to deal in Market Research to

know about the factors which made selling rate of nyle Shampoo decrease compared to

previous year. An Indian need more shampoo for a proper wash (average 6 ml) compared

to 4 ml needed in Western countries as most Indian women have long hair. Most

consumers do not use shampoo daily. Southern market is predominantly a sachet market,

accounting for 70 % of sachet volumes

Cavinkare as a company offers Nyle Shampoo in 1993. This is youthful company

fired by ideas, dynamism and professionalism first entered the hair care arena in 1990.

The success story began with Chik shampoo. In this short span of time, Cavinkare has not

merely taken on the mighty MNC challenge but notched up a stupendous 46%

compounded annual growth along the way.

CavinKare closed the sales turnover with 700 crore last financial year With more

and more products on the anvil and plans of extend lines of operation in related fields,

Cavinkare is all set to reach 5200 crore by the year 2012.

The main purpose of the study is to identify the awareness level of Nyle hair

shampoo and customer’s perception about hair shampoo in Dharwad City which will

help the company to make the unique marketing strategy. The study will help the

company to make strategies and products and emphasize on their weaker areas. And also

The Brand Image of various companies will be known which will helps the company to

find out where their competitor stands in the minds of the people.

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Here through Marketing Research we are trying to establish relationship between

various factors affecting the market penetration of our product and we are trying to show

this report to minimize those factors affecting and increase the penetration of Hair

shampoo.

The hair shampoo market is valued at Rs. 8 billions. Hair shampooing is a major

niche in the hair care segment. Unlike market abroad, India has a large quantity of

consumers whose hair care expenditure also includes hair shampoos. Awareness of

Shampoo in Urban areas - 90 %, accounting for 80 % of shampoo sold in the country.

And in Rural areas - 80 %, accounting for 20 % of shampoo sold in the country . The

growth rate of hair shampoos in rural India is faster than the growth rate in urban India.

About 50% of consumers use ordinary shampoo et soaps to wash their hair. About 15 %

of consumers use shampoo et soaps as well as shampoo for cleaning their hair. Brand

loyalties in shampoo are not very strong.

Though our findings we came to know that most of the people were aware of Nyle

hair shampoo (62%) but most of them were not using it due to various reasons. After

analyzing the data collected and subjecting it to SPSS we found out the various factors

behind the non usage of the product.

After thorough analysis of various findings we have come out with a set of

recommendations to be implemented which we believe if implemented will see that the

penetration of product in the market.

We collected information through primary data from printed questionnaires among

100 customer samples and among 25 retailer samples. Secondary data from internet. And

also conducted Focus Group Discussion.

About Company:

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In 1983 with a single product, CavinKare started out as a small partnership firm. The

Company that began its journey as Chik India Ltd was renamed as CavinKare Pvt. Ltd

(CKPL) in 1998. CavinKare was founded by Ranganathan in 1983, with a modest capital

investment of Rs 15,000 and with a single product. The company targeted the local

market and within a few years emerged as a leading regional player in the shampoo

market in South India.

Through the 1990s, the company came up with many brand extensions such as

Meera Shampoo, Nyle Wonder, Nyle moisturizing lotion, Nyle cold cream, Chik

tshampoo et soap, Chik Kali Mehendi, Chik talc, Spinz talc, Spinz deodorant, and Meera

soap. Between 1991 and 1998, CavinKare launched five product brands - Meera Herbal

Wash Powder (1992), Nyle Shampoo (1993), Spinz Perfume (1997), Fairever Fairness

Cream (1998) and Indica Hair Dye (1998). The size of the shampoo market expanded

two-and-a-half times over the period 1994-1998. Cavinkare and P & G.The current size

of the shampoo market, according to ORG-MARG, is Rs 930 crore -- equivalent to

40,000 tonnes in volume terms. The Company has employee strength of over 1000, and

about 25 lakh outlets nationally. CavinKare's astute professionalism, innovative products

and consistent quality are results of its significant corporate practice.

Company vision:

“We shall achieve growth by continuously offering unique products and services that

would give customers utmost satisfaction and thereby be a role model ”.

Over the years, Cavinkare has achieved a competitive edge with sound

understanding of mass marketing dynamics. The company offers quality Personal

care(hair care, skin care, home care) and Food products borne out of a keen

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understanding of consumer needs and keeping up company’s the value of innovation and

customer satisfaction. 80% of the shampoo market comes from sachets, while for

CavinKare it is a little higher, at 83-85%. The shampoo category saw strong volume

growth of 33% in 2009 over previous year.

Nyle Shampoo shows growth-slump-maturity pattern as slowdown in the sale

growth and profit is declined because of increased competition.

CavinKare strongly believes in recruitment that Right Talent at the Right Place

and at the Right Time is the Key to Success in achieving its business results.

About Industry:

Cavinkare offers nyle shampoo. Nyle has three varieties of shampoo:

Moisturizing shampoo with aloevera, tulsi & green

tea

Nourishing shampoo with shikakai & apricot

Daily cleansing shampoo with reetha,chamomile &

lemongrass

These ingredients nourished hair from within to make it extremely soft and shiny.

Nyle has always been a pioneer in the herbal shampoo category. And now, for the first

time in India, nyle has come up with a transparent range of shampoos. The eclectic mix

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of exotic and traditional ingredients is working wonders for the brand. Apart from being

among the safest shampoos to use, Nyle offers nourishment to the hair right from the

roots.

Its unique herbal formulation makes it mild enough for daily usage. Nyle offers a

range of shampoos with pure herbal extracts such as shikakai, amla and reetha. Shikakai

is known for cleaning and anti-dandruff properties, amla is known for blackening hair

and reetha, a gentle cleanser, makes the hair soft and shiny.

Market size of shampoo is 930crs of which 5.5 lakhs is of Nyle shampoo. Cavinkare has

32% , HUL has 50% market share, and P&G has 15% market share. Cavinkare is having

4.8% of market share in nyle shampoo at present.

HUL, P&G, Keratin and Cavinkare are competitors in shampoo market among both

Indian and Global competitors. HUL is the dominator in the shampoo market field.

In case of Nyle Shampoo, Cavinkare company mainly focusing on the North and

West India on the basis of marketing strategy so declining in selling rate of Nyle

Shampoo in South India and other parts of country.

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Organizational structure of Cavinkare Company:

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Market Problem situation:

Advertisements are not effective, innovative and periodic.

Unskilled sale representatives due to the lack of training.

Distribution channels are less effective.

Less stock moment in retailer shop as fewer sales by customers.

Stiff Competition among clinic plus, dove, head & shoulder, sun silk, chik.

Lack of innovation in the product.

Problem Statement:

To identify the reasons for decreasing sales of Nyle Shampoo since 3years in Dharwad

region.

The total Population of Dharwad is 4,40,000 and the ratio being 1000:933 so the women

population to be 44% approx with the target group from the age of 5 onwards

• Targeted segment-Female

• Targeted age group=25-60=44%

• No of targeted population=440000*44/100=193600

• Average consumption=40 ml/month per person

• Annual consumption=480ml per person

• Monthly consumption=17600 liters

Focus group discussion:

Respondents: Total 11 members

Gender: among these respondents there are two Male, and nine Female

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Age:

20-25 years- 10 members

Above 30 years-1 member

Class: Among the 11 respondents from different background of qualification

Objective of FGD:

To understand the opinion about a Hair shampoo

To get first hand view about Nyle shampoo product in general

To assess the level of knowledge of current and potential customers of Nyle shampoo

To better understand of consumer buying behavior

Questions to the respondents:

Discussion had started with the questions like awareness of the exclusive branded hair shampoo, which hair shampoo they use, their preferences, likes, dislikes, about advertising, packing, promotional activities, satisfaction from their product and many more.

Findings From FGD:

Most of them were aware of exclusive brands of hair shampoos which are available in the market.

Most of the respondents are using the Clinic Plus , and some use other branded hair shampoo.

Some are not satisfied with current brand and they were looking for new hair shampoo with new features

Some were loyal to single brand and they don’t want to change the brand

Some were using hair shampoo to prevent dandruff, for long and healthier hairs

Most of them prefer hair shampoo with good fragrance and should have concentrated shampoo

They wanted shampoo which prevent the hair fall

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Some wanted herbal shampoos which should be chemical free

Respondents had perception that herbal shampoo meant for ladies especially who are having long hair

Suggestion :

To increase Concentration in shampoo

Advertisement should be shown in proper way

Popular brand ambassador should be used for advertisement

More Quantity in sachets should be give

Extra offers should be provided

Separate herbal shampoo for men

Sale promotions should be given

When the FGD started people said that they use hair shampoo for varied reasons like

To nourish the hair

To remove shampooiness in hair

To control dandruff

Healthy growth of hair

To control hair fall

To get shininess and silky hair

Respondents awareness about Shampoo :People started talking about brands of hair shampoo where in people did say that they are familiar with Clinic Plus, Chik, Head & Shoulder and also with couple of other brands and 3 of the younger participants said that they are unaware of NYLE Shampoo, its promotional activities and also they asked us to show sample of Nyle shampoo. Further to aid on the FGD and our Research Process which led us to better understanding of the situation they expressed all the attributes that they were checking in a hair shampoo.

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SUB-PROBLEMS RESEARCH OBJECTIVES

HYPOTHESIS Q.No.

Improvement in the distribution channel

To check availability of bottles in most of the retail shops

H H0: Nyle Herbal Shampoo bottles are not available in 6 out of 8 retail shopsH1: Bottles are available in all retail shop.

RrrrrR.Q.No.2, C.Q.No.11

To improve Interpersonal relationship between dealers and new retailers

H0: No Proper approach by dealers to new retailersH1: Proper approach by dealers to new retailers

R.Q.No. 3

To check whether retailers are getting proper offer from dealers (shampoo bottles)

H0: No promotional offers for retailers from companyH1: Promotional offers for retailers from company

R.Q.No.4

Is marketing Intelligence System producing proper information about shampoo?

Proper follow ups & Supply by the company’s sales representatives to Retailers

H0: Company does not maintain regular supply to the retailersH1: Company maintains regular supply to the retailers

R.Q.No4,5

To know time for movement of stock from the distributors to retail

H0: The supply of bottles by distributors to retailers is in time(2-3days)H1: the supply of bottles by distributors to retailers is not on time

Is training required for sale representatives?

Proper executive training for sale representatives

H0: Sale representatives are not approaching outside vendors and distributorsH1: Sale representatives are approaching outside vendors and distributors

R.Q.No.6, 7 & 8

To check whether sale representative have good relationship with customers

H0:Sale representatives are unable to build a good relationship with customersH1: Sale representative are having good

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relationship with customers

What is the impact of promotional activities on Nyle Herbal Shampoo sales?

Improvement in the promotional activities to influence consumers

H0: customers are not influenced by promotional activities.

H1: customers are influenced by promotional activities.

C.Q.No.7 & 8

To know whether discounts are offered by the retailers to customers

H0: Customers are influenced by price discountsH0: Customers are not influenced by price discounts

C.Q.No.9 & 10

.To know whether retailers are influenced by margin by distributors

H0: The margins given to the retailers are more than the competitorsH1: The margins given to the retailers are not more than the competitors

C.Q.No. 7

Has the positioning of NYLE affected sales?

Impact of positioning in the customer mind

H0: Appropriate information regarding the ingredients is given H1: No appropriate information regarding the ingredients is given.

C.Q.No. 12 & 13

The package of bottles should be changed

H0: Consumers agree that Packaging is eye tracking

.H1: Consumers not

agree that packaging is eye tracking.

To check whether the price of product is worth to products quality and quantity

H0:The quantity and quality available in Nyle Herbal Shampoo bottles is worth to its priceH1:The quantity and quality available in Nyle Herbal Shampoo bottles is not worth to its price

Whether popular brand ambassador plays major role in

To observe customers buying behavior

H0: Consumer follow the brand ambassador

C.Q.No.1,2,3, & 4

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sales of nyle shampoo?

H1: Consumer will not follow the brand ambassador

Whether proper information about product available

H0:Product information attracts the consumer to buy the productH1: Product information will not attracts the consumer to buy the product

C.Q.No. 5 & 6

To know whether Ads are frequently telecasted

H0:Frequency of the ads are not maintained.H1:Frequency of the ads are maintained.

Whether ads will increase the market share of Nyle Herbal Shampoo bottles?

H0: Ads will increase salesH1: Ads will not increase sales

Effective, periodic and innovative mode of advertisements are most effective in reaching customer

H0: Hoardings and banners are most effectiveH1: Hoardings and banners are not effective.

To know the proper communication channels

H0: TV and internet ads are not effective and also not perfect information available.H1:TV ads are effective as well as perfect information available.

Is lack of innovation in the product made low selling rate?

Build the strong brand image which effect on the sales of Nyle Herbal Shampoo

H0: Customer feel Nyle shampoo is goodH1: Customer not feel Nyle shampoo is good

C.Q.No. 7 & 8

H0: Customer feel Nyle Herbal Shampoo is better compared to competitors.H1: Customer feel Nyle Shampoo is not better compared competitors.

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Data Analysis:

Sample size distribution:

Statistics

Gender

N Valid 97

Missing 0

Mean 1.70

Median 2.00

Mode 2

Std. Deviation .460

Variance .212

Mean is 1.7 and std. deviation is 0.460

GENDER ANALYSIS :

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid male 29 29.9 29.9 29.9

female 68 70.1 70.1 100.0

Total 97 100.0 100.0

From the survey of 29.9% male and 70.1% female among 97 sample size

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FEMALE MALE0

1020304050607080

GENDER

GENDER

Age: From the below graph we can say that more than 50% of people aged between 25-40 use shampoo more.

Do you use exclusively branded hair shampoo?

Analysis: 75% of people among 97 sample use exclusively branded hair shampoo and remaining 25% of other people use shampoo soap for their shower bath. 1.25 is mean and .434 std. deviation and 75.3 % use exclusive branded shampoo and 24.7% not use the shampoo.

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Statistics

Brand Exclusive

N Valid 97

Missing 0

Mean 1.25

Median 1.00

Mode 1

Std. Deviation .434

Variance .188

Brand Exclusive

Frequency Percent Valid Percent

Cumulative

Percent

Valid YES 73 75.3 75.3 75.3

NO 24 24.7 24.7 100.0

Total 97 100.0 100.0

From the above figure we know that 75.3% use branded hair shampoo and 24.7% don’t.

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Which brand shampoo you prefer?

Do you prefer either sachet or family packages?

Stem-and-Leaf Plots

Shampoo Stem-and-Leaf Plot forPreference= sachet

Frequency Stem & Leaf

5.00 1 . 00000 13.00 2 . 0000000000000 19.00 3 . 0000000000000000000 7.00 4 . 0000000 10.00 5 . 0000000000 4.00 6 . 0000

Stem width: 1 Each leaf: 1 case(s)

shampoo Stem-and-Leaf Plot forpreference= family pack

Frequency Stem & Leaf

10.00 1 . 0000000000 5.00 2 . 00000 6.00 3 . 000000 9.00 4 . 000000000 6.00 5 . 000000 3.00 6 . 000 Stem width: 1 Each leaf: 1 case(s)

Sun Silk and Clinic Plus are selling more in sachets and Dove and Nyle shampoo are selling in family package.

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H0: The quantity and quality available in Nyle Herbal Shampoo bottles is worth to its priceH1: The quantity and quality available in Nyle Herbal Shampoo bottles is not worth to its price.So the sachet of Nyle shampoo is not much sufficient or worth to the price so H0 is proved

How did you come to know about your current brand?

CChannel * Brand Cross-tabulation

Brand Total

DoveClinic plus

Sun silk Nyle

H & S

Others dove

CChannel

Print add Count1 5 3 1 0 0 10

% of Total

1.0% 5.2% 3.1% 1.0% .0% .0% 10.3%

TV add Count 10 10 18 8 11 4 61 % of

Total10.3% 10.3% 18.6% 8.2%

11.3%

4.1% 62.9%

Hoardings

Count0 0 1 1 1 1 4

% of Total

.0% .0% 1.0% 1.0% 1.0% 1.0% 4.1%

Internet Count 0 2 1 0 1 1 5 % of

Total.0% 2.1% 1.0% .0% 1.0% 1.0% 5.2%

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Radio Count 1 0 0 1 0 0 2 % of

Total1.0% .0% .0% 1.0% .0% .0% 2.1%

F n F Count 3 1 2 5 3 1 15 % of

Total3.1% 1.0% 2.1% 5.2% 3.1% 1.0% 15.5%

Total Count 15 18 25 16 16 7 97 % of

Total15.5% 18.6% 25.8% 16.5%

16.5%

7.2%100.0

%

From the above cross tabulation, the Sunsilk is having higher value in TV ad compare to all so it indicates that the Sunsilk is effective. Nyle is not having such TV advertisement compare to others.

H0: TV and internet ads of Nyle shampoo are not effective and also perfect information is not available.

H1:TV ads are effective as well as perfect information available.

So H0 is proved.

Reasons for choosing present brand

Component Matrix(a)

Extraction Method: Principal Component Analysis.a 3 components extracted.

In the first component ad, family and friends and product attributes are inter related. In second component price discount is high and easily availability is interrelated. In third component gifts

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Component

1 2 3Easy

availability-.310

.643.376

Compliments/gift

-.724 .089.466

Price discount-.333

.693-.100

Sug by retailers -.443 .428 -.620

Advertisement .671 .360 -.272F n F .612 .438 .053

Prd attribute .641 .272 .462


and product attribute interrelated.

From the above table and component plot we found out the reasons for choosing a brand. Since attributes like family and friends, product attribute and advertisements play a major role in selecting a brand.

Correlation Matrix

Easy avail Compliments Price discount

Sug by retailers

Advertisement F n F

Prdct attri

Correlatio

n

Easy availability 1.000 .291 .260 .213 -.023 .003 .070

Compliments .291 1.000 .251 .076 -.448 -.265 -.270 Price discount .260 .251 1.000 .302 .024 .050 -.060 Sug by

retailers.213 .076 .302 1.000 -.082 -.096 -.280

Advertisement -.023 -.448 .024 -.082 1.000 .380 .296 F n F .003 -.265 .050 -.096 .380 1.000 .376 Prdt attribute .070 -.270 -.060 -.280 .296 .376 1.000

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Correlation analysis is the statistical tool we can use to describe the degree to which one variable is linearly related to another. Advertisement is having relation with the complement, family and friends each other. Product attribute also having direct relationship with the family and friends.

TEST OF RELIABLE OF DATA:

Please rate the following attributes of hair shampoo normally you looking for Hair shampoo.

Analysis:

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .596

Bartlett's Test of Sphericity

Approx. Chi-Square 100.843

Df 21Sig. .000

From the above chart the KMO test result indicates that the value is above .500 which indicates that the value obtained for further analysis is to a large extent is correct and reliable data analysis.

Extraction Method: Principal Component Analysis.

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The communalities show that the obtained high value for Fragrance. Price and Anti Hair

Fall have the high value after the fragrance for which the factors can be reduced to one at

the end giving a value that speaks a lot about the usage and and these are inter-related to

one another.

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Communalities

Initial Extraction

Fragrance 1.000 .776

Quality 1.000 .564

Price 1.000 .748

Color 1.000 .586

Thickness 1.000 .631

Antihair fall 1.000 .748

Hair Vitalizer 1.000 .673

Shining 1.000 .531

Quantity 1.000 .608

Package 1.000 .689


TABLE CLASSIFICATION:

Rotated Component Matrixa

Component

1 2 3 4

Fragrance .102 -.102 .044 .868

Quality .164 .006 .721 .132

Price -.184 .743 .138 .378

Colour -.148 .313 .642 .233

Thickness .063 .106 .743 -.254

Anti_hairfall .821 .254 -.059 .073

Hair_Vitalizer .816 .053 -.007 .068

Shining .640 -.128 .314 -.075

Quantity .129 .688 .215 -.266

Package .402 .684 -.004 -.244


Rotation Method: Varimax with Kaiser Normalization.

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a. Rotation converged in 8 iterations.

From the factor analysis we can say that there are 6 important product attributes that consumers look in for branded hair shampoo, among them Fragrance, Thickness, Anti hair fall and Hair vitalizer are most important.

In the first component we come to know that antihairfall and package is important while in the second phase colour and quantity are important, while third component says only fragrance is important and finally the fourth says that price is important and so it can be dealt that in the first component all the 3 atributes can be formulated to one factor and so on the component can be analysed for further reduction.

Fragrance Observed N Expected N ResidualNo at all 1 19.4 -18.4Not imp 1 19.4 -18.4

Somewhat imp

9 19.4 -10.4

Imp 29 19.4 9.6Very imp 57 19.4 37.6

Total 97

From the above table we can say that Fragrance is very important for the customer while buying the shampoo

QualityObserved N Expected N Residual

Not at all 1 19.4 -18.4Not imp 1 19.4 -18.4

Somewhat imp 8 19.4 -11.4Imp 39 19.4 19.6

Very imp 48 19.4 28.6Total 97

Quality is also important for the customers by the time of buying any kind of hair shampoo

Price Observed N Expected N ResidualNot at all 2 19.4 -17.4Not imp 11 19.4 -8.4

Somewhat imp 33 19.4 13.6Imp 26 19.4 6.6


Price is somewhat important to the customers

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Color Observed N Expected N ResidualNot at all 13 19.4 -6.4Not imp 23 19.4 3.6

Somewhat imp 32 19.4 12.6Imp 19 19.4 -.4

Very imp 10 19.4 -9.4Total 97

Color is somewhat important in the shampoo

Thickness Observed N Expected N ResidualNot at all 8 19.4 -11.4Not imp 10 19.4 -9.4

Somewhat imp 28 19.4 8.6Imp 32 19.4 12.6

the Very imp 19 19.4 -.4Total 97

Thickness is important for the attribute of hair shampoo

Shining Observed N Expected N ResidualNot at all 5 19.4 -14.4Not imp 5 19.4 -14.4

Somewhat imp 17 19.4 -2.4Imp 25 19.4 5.6


Shining of the shampoo is not at all important for consumers

Quantity Observed N Expected N ResidualNot at all 2 19.4 -17.4Not imp 9 19.4 -10.4

Somewhat imp 37 19.4 17.6Imp 23 19.4 3.6


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Quantity is somewhat important for the customers while buying the hair shampoo

Package Observed N Expected N ResidualNot at all 21 19.4 1.6Not imp 11 19.4 -8.4

Somewhat imp 34 19.4 14.6Imp 13 19.4 -6.4

Very imp 18 19.4 -1.4Total 97

Package of the shampoo product is influence on the customers in somewhat extent.

H0: Appropriate information regarding the ingredients is given

H1: No appropriate information regarding the ingredients is given.

Since quality is the very important either chemical or herbal ingredients shampoo. H0 is proved here.

Rate the following brands based on the attributes that you look for

Analysis:Fragrance * brand CrosstabulationCount

Brand Total

dove

clinic

sunsilk nyle HnS

Others dove

Fragrance Fair 0 0 2 0 1 1 4 good 2 3 3 4 3 1 16 Very

good4 3 9 4 9 2 31

Exc 9 12 11 8 3 3 46Total 15 18 25 16 16 7 97

Quality * brand CrosstabulationCount

Brand Total

DoveClinic

Sun silk

nyle

H n S

Others dove

Quality poor 0 0 1 0 1 1 3 Fair 1 1 2 1 1 3 9 good 1 1 8 6 4 1 21 Very

good3 11 9 5 5 0 33

Exc 10 5 5 4 5 2 31Total 15 18 25 16 16 7 97

25


Price * brand CrosstabulationCount

Brand Total

Dove clinicSun silk nyle HnS

Others Dove

Price poor 2 0 1 0 1 1 5 Fair 2 3 4 7 4 1 21 good 5 7 8 4 8 2 34 Veryg

ood5 2 7 1 3 2 20

Exc 1 6 5 4 0 1 17Total 15 18 25 16 16 7 97

Thickness * brand CrosstabulationCount

Brand Total

Dov

e clinicsunsil

k nyle HnS others doveThickn

esspoor

2 1 0 0 1 1 5

Fair 1 1 8 5 3 1 19 good 5 4 9 5 4 3 30 Verygood 5 5 3 3 7 1 24 Exc 2 7 5 3 1 1 19

Total 15 18 25 16 16 7 97

Antihairfall * brand CrosstabulationCount

Brand Total

dove clinicsunsil

k nyle HnSothe

rs doveAntihair

fallpoor

1 2 2 1 4 1 11

Fair 0 1 4 2 0 1 8 good 2 6 6 3 4 2 23 Very

good5 6 6 5 5 2 29

Excellent

7 3 7 5 3 1 26

Total 15 18 25 16 16 7 97

Hairvitalizer * brand CrosstabulationCount

Brand Total

Dov

eclini

csunsilk

nyle

HnS

others Dove

Airvitalizer

poor1 0 1 1 2 1 6

26


Fair 2 5 7 4 2 0 20 good 3 9 9 6 6 3 36 Very

good6 1 4 1 3 2 17

Exc 3 3 4 4 3 1 18Total 15 18 25 16 16 7 97

Shining * brand CrosstabulationCount

Brand Total

dove clinicsunsi

lk Nyle HnS others doveShining poor 0 1 1 0 0 0 2

Fair 2 2 8 7 2 2 23 good 3 1 5 3 7 2 21 Veryg

ood5 7 6 3 4 2 27

Exc 5 7 5 3 3 1 24Total 15 18 25 16 16 7 97

Quantity * brand CrosstabulationCount

Brand Total

dove

clinic

sunsilk nyle

HnS

Others dove

Quantity poor 3 0 4 1 0 2 10 Fair 2 0 3 2 2 3 12 good 5 7 8 5 6 2 33 Very

good2 4 4 6 5 0 21

Exc 3 7 6 2 3 0 21Total 15 18 25 16 16 7 97

Package * brand CrosstabulationCount

Brand Total

dove clinicsunsi

lk nyle HnSother

s dovePackage poor 0 1 1 1 0 3 6

Fair 2 2 6 2 0 1 13

27


good 1 2 5 5 4 1 18 Very

good6 4 9 5 8 2 34

Exc 6 9 4 3 4 0 26Total 15 18 25 16 16 7 97

H0: Customer feel Nyle Herbal Shampoo is not better brand compared to competitors.

H1: Customer feel Nyle Shampoo is better compared competitors.Hence H0 is proved.

Rate the following Qualities that you expect from your hair shampoo Distributor/Wholesaler

ANALYSIS:

Communalities

Initial Extraction

Brand_image 1.000 .869

Regular_Supply 1.000 .542

Sales_Margin 1.000 .560

Follow_Up 1.000 .841

Proper_Approach 1.000 .820

Credit_Facility 1.000 .481

Gifts_Offers 1.000 .684


The communalities show that the obtained value for Brand Image, Follow up, Proper Approach has high value for which the factors can be reduced to one at the end giving a value that speaks lot.

Rotated Component Matrixa

Component

1 2 3

Brand image .232 -.847 .312

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Regular Supply .192 .200 .681

Sales Margin .299 .649 .221

Follow-Up .771 .267 -.419

Proper Approach .895 .029 .135

Credit Facility .388 .567 .098

Gifts Offers .235 .160 -.776


Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 6 iterations.

From both the communalities and rotated matrix we get to know that in both the categories Follow up and Proper approach is so very important and so it can be reduced to one factor.

H0: Proper approach by dealers to new retailers

H1: No proper approach by dealers to new retailers

So, H0 is proved

T-Test

One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

Nylesubstitute 23 1.74 .449 .094

One-Sample Test

Test Value = 0

t df Sig. (2-tailed) Mean Difference

95% Confidence Interval of the

Difference

Lower Upper

Nylesubstitute 18.577 22 .000 1.739 1.54 1.93

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From the above graph we state that 83% of the retailers issue substitutes brands to their consumers.

FINDING AND CONCLUSION:

Our research includes 100 consumers and 25 retailers. In this 3 are rejected

in 100 customers sample and 2 are rejected in 25 retailer sample due to lack

of information and improper information

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We did survey among 97 respondents 79 were female and 28 were male

Age group of respondents – 8 respondents are between age 16 – 24, 70

respondents are between age 25 – 40 and 6 respondents are age above 40,

remaining are below the 16 years.

Most of the respondents mentioned that they are aware of Nyle Shampoo

(around 75% of respondents).

All the respondents are not use hair shampoo. Some of them use tshampooet

soap for their hair.

We also find out that 12 people use Nyle hair herbal shampoo where as

remaining people don’t use it.

We find out that most of the people knew and using different brand shampoo

Customer find TV adds as the most appealing way of promotional activity.

Most of them use Exclusive branded hair shampoo.

TV adds and recommendations from family & friends are the main source of

promotion of products.

Majority of the retailer substitute brands(83 % of the retailers substitute

brands).

Almost all the retailers had stock of all branded hair shampoos.

RECOMMENDATION:

Suggest the company to concentrate on all the different segment of people

Target should be specific and customize the product

Recruiting the sales representative and provide proper training

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Concentrate on villages and sub-urban areas

The Cavinkare company should have knowledge about competitative

marketing strategy

It should choose poplar ambassador

Advertisement should be innovative, frequent and systematic way

Colorful sachets should be present

Offers should be provided by the company to retailers as well as customers

Motivate the retailers to push out more products to customer by guiding

them

Concentration of shampoo should increase

Quantity of Nyle shampoo in sachet is less when compare to other brands so

it has to be increase

Most of the ads for shampoo focuses on women so nyle should see that it

can influence both men and women as well.

Company should focus on protecting from hair fall and prevention against

dandruff

Credit facility should be provided

Sales margin must be increased to retailers and distributors

Should increase promotional activities by putting more hoardings

Concentration on R&D for innovation by the company and separate budget

reservations

In spite of people mentioning that they are aware of Nyle shampoo, we came

to know from our sample that only 25% of respondents use it, So we

recommend to increase the promotional activities more locally in form of

hoardings, banners and pamphlets through local newspapers.

16 out of 100 respondents said that they are not aware of the Nyle Herbal

Hair shampoo, so in this case we recommend to display in form of window

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display and also we recommend retailers to have proper approach and follow

up with retailers to have hair shampoo in their shop.

We found that most of the people had fair amount of idea of other hair

shampoos in the market, but no idea about Nyle and so we recommend to

increase the telecast TV ads.

From the attributes, research and analysis we found that Anti hair fall, hair

vitalizer, price, Thickness and Fragrance are the important attributes

customer generally expect, so in the above case we recommend to work

more on this aspects and work accordingly on the promotional activities

which in turn will help in increasing the penetration of Dharwad market.

Compliments & Gifts are the main influencing factors for the purchase of

hair shampoo, so we recommend to provide more compliments & gifts on

purchase.

Wholesalers and dealers bonding with retailers in terms of Proper approach

and follow up with them will help in maintaining the stock at retailers shop.

ANNEXURE:

Research Process:

• The Research Process is an interrelated sequence of steps that make up a research project

The steps are:

– Justify the need for marketing research

– Define the research objective

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– Identify data needs

– Identify data sources

– Choose appropriate research design and data collection method

– Design the research instrument or form

– Identify the sample

– Collect data, including any relevant secondary data

– Analyze and interpret the data

– Present the research findings to decision makers

Choosing the Appropriate Research Design

• Research Proposal:

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– Serves as a blueprint for the execution of the product

• Explains:

– Purpose and scope of the project

– The specific design of the project

– Sample design

– Data collection procedures

– The data analysis plan

– The project timetable

– The estimated cost of the project

Questions That Need to Be Answered by the Marketing Researcher Team:

• Why am I conducting this research ?

• How will I tell if my project has been a success ?

• What method will be used ?

• What questions will be asked ?

• Who will be interviewed ?

• How will you get contact information for potential respondents?

• When and where data will be collected ?

• Which pieces will be done internally and which will be done externally ?

• What statistical analysis will be performed ?

• How will the results be communicated in the organization?

Design the Research Instrument or Form:

• Relevant when you are using primary data

• Interviews

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• Observation

• The type of form used can seriously effect the nature and/or the quality of the data.

Collecting the Data: Before Data Analysis there are two processes:

– Editing - ensuring that the data is complete and correctly filled out

– Coding - transforming into a suitable form for analysis

Primary Data Sources:

1. Collected fresh and for the first time during the project work.

-Measurement Techniques:

2. Questionnaire3. Measurement Scales

Secondary Data Sources:

It is classified into Internal Secondary Data and External Secondary Data.

Internal Secondary Data: Product profile, information relating to services, and promotional activities, sales of company

External Secondary Data: News papers, Business Magazines, Web sites are some important sources of information, which are used in this project work.

RESEARCH DESIGN

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It is a framework or blue print for conducting the Marketing Research Activity. It specifies the details of its procedures necessary for obtaining the information needed to structure and or solve marketing research problem.

Components of Research Design

1. Designing the exploratory research.2. Defining the information needed.3. Specifying the measurement and scaling procedure.4. Construct and pretest a questionnaire.5. Specifying the sampling process and sampling size.

Measurement and Scaling procedure

Of the four primary scales of measurement

1. Nominal2. Ordinal3. Interval4. Ratio

I have taken the “Ordinal Scale” in which the numbers are assigned to objects to indicate the relative extent to which the objects possess some characteristics.

SAMPLING DESIGN PROCESS

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BIBLIOGRAPHY

Text book: “Marketing research” by DAVID

A.AAKER, V.KUMAR, GEORGE S.DAY, 9TH EDITION, PUBLISHED BY JOHN WILEY AND SONS INC.

Websites: WWW.CAVINKARE.COM

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DEFINE TARGET POPULATION

DETERMINING SAMPLING FRAME

SELECT SAMPLING

TECHNIQUES

DETERMINE SAMPLE SIZE

ACTUAL IMPLEMENTATION

http://WWW.CAVINKARE.COM/


www.google.com

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http://www.google.com/

Documents

MR on NYLE @ KIMS