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    A

    PROJECT REPORT

    ON

    a study on launching a new liquid

    BODY WASH for male

    Submitted in partial fulfillment of the degree of

    MASTERS OF BUSINESSADMINISTRATION(2011-2013)

    Submitted to:

    Mrs. Nidhi Sharma

    Submitted by:

    Prasad Varsha J

    Sem 3 rd

    Roll no. 521114446

    3rdfloor, Aroma High School, B/H Fortune Hotel Landmark Usmanpura

    Ashram Road , Ahmedabad-380013.Gujarat India

    November, 2012

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    Acknowledgment

    I have taken efforts in this project. However, it would not have been possiblewithout the kind support and help of many individuals and faculty members. Iwould like to extend my sincere thanks to all of them.

    I am highly indebted to PROF. NIDHI SHARMA for their guidance and

    constant supervision as well as for providing necessary information regardingthe project & also for their support in completing the project.

    My thanks and appreciations also go to My Colleague in developing the project and people who have willingly helped me out with their abilities.

    Lastly, I would like to thank the almighty and my parents for their moralsupport sand my friends with whom I shared my day-to-day experience and

    received lots of suggestion that improved my quality of work.

    PRASAD VARSHA J.

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    EXECUTIVE SUMMARY

    This report about the new launching of Male Body Wash, which is not inIndian market. But it is already with P&G with Dove Men+ Care. Now days, peoples are very much conscious about there skin, specially girls. But now days boys are also conscious about there skin. So, companies are very much thinkingfor male because they can spend money on there personal products likedeodorant, perfume, soap, cream etc.

    We are emphasized of a women beauty, but now we are trying to lookingforward with mens. the product that we are launching for mens isdifferentiated its beauty bar by emphasizing that contains moisturing creamedmilk and unlike other soaps namely like Cinthol it does not leave the skin dry

    but moisturizes the skin. Generally male does not have enough time to devote in bathroom. They are always in hurry either for their job, or for their college. Andsoap takes time to hang it and it is not hygienic. So main reason behind that justlike the hand washes the each and every drop of body wash is untouched andhygienic.

    In this project the research type is Exploratory Research, which is alsoknown as formulative research. Because it is new launch and unfamiliar problem about which I also having a little knowledge. In whole research surveyis done of 25 respondents for survey by taking criteria that there age is in

    between of 18 to 30. Rest of the sample size, testing is in the report. By thetesting and data analysis what ever result will come, decision will take after take on basis of data whichis collect. The data collection method isquestionnaire which is send on personal id of respondents through there mail

    id,which is convenient method of sampling.

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    Sr. No. Topic PageNo.

    1. Introduction of topic 52. Industry Profile 63. Research Methodology 8

    . Hypothesis 8

    . Research Type 9

    . Sampling Method 9

    . Sample unit 9

    . Sample Size 9

    . Data Collection Method 94. Data Analysis 115. Hypothesis Testing 216. Findings 247. Limitation 268. Suggestion & Recommendation 27

    9. Conclusion 2810. Bibliography 2911. Annexes 30

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    Introduction of topic

    The topic of the research is Launching a New Male Body Wash . This is product for male those who are basically working people and they are also wantto feel fresh and moistures skin.Dove has been a company based on personal care products for women. Theyveredefined real beauty and tried to develop a positive message to women. Thiscan be looked further at campaign for real beauty.com. They have recently

    introduced a line for men called Dove Men+Care. Dove's marketing strategy for this line was to redefine masculinity and promote taking care of skin instead of using sexuality to promote the products as was traditionally done. The companytried to position the product as a trustworthy quality product that provides skincomfort for men. We will show the commercial which introduced the lineduring the 2010 Super Bowl and analyze its stereotypes. At the end of the

    presentation we will critique Dove's current target market (35+ males) and makerecommendations for Dove to broaden their target .

    In order to beat the Dove Company in liquid body wash is really a tough job but due to Dove is not launch still in Indian market it is good to launch asearly as can which budgeted price to cover the market.

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    INDUSTRY PROFILE

    The Indian personal care industry is estimated at Rs 170 billion. Theindustry is divided into fabric wash, personal wash, hair care, oral cares, skincare, colored cosmetics, mens toiletries and fragrances. Most segments of thisindustry are going through a decline in 2002 with several leading playersreporting lower sales in 2002 due to lower volumes as well as lower realization.The next phase of growth has to come from the rural market as the urbanmarkets are near saturation levels in terms of penetration.

    The industry has a low entry barrier and competition is severe. Besidesthe large multinational players, there are some leading domestic players as wellas the huge unorganized players. Though most of the market share is with thelarger players, companies vie for the marginal market share. Cheaper importsand duplicate products are also affecting the major players. Companies have

    been adopting promotion schemes to dole out freebies and repackaging productsin smaller packages to cater to a wider consumer base are some recent trends.

    The way ahead for the personal care companies is to introduce new and better product, improve penetration, and make the consumer trade up in priceand quality. Rural marketing will be a major thrust area for all companies. TheIndian personal care industry is estimated at Rs 170 billion. The industry isdivided into fabric wash, personal wash, hair care, oral cares, skin care, coloredcosmetics, mens toiletries and fragrances. Most segments of this i ndustry aregoing through a decline in 2002 with several leading players reporting lower sales in 2002 due to lower volumes as well as lower realization. The next phase

    of growth has to come from the rural market as the urban markets are near saturation levels in terms of penetration.

    The industry has a low entry barrier and competition is severe. Besidesthe large multinational players, there are some leading domestic players as wellas the huge unorganized players. Though most of the market share is with thelarger players, companies vie for the marginal market share. Cheaper importsand duplicate products are also affecting the major players. Companies have

    been adopting promotion schemes to dole out freebies and repackaging productsin smaller packages to cater to a wider consumer base are some recent trends.

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    The way ahead for the personal care companies is to introduce new and better product, improve penetration, and make the consumer trade up in priceand quality. Rural marketing will be a major thrust area for all companies.

    The consumer products industry produces and markets practically everyitem an individual can purchase: from canned soup to chewing gum to washingmachines -- and everything in between. The category also includes a wide rangeof personal care items. Toothpaste, perfumes, lipstick, razors, moisturizer andsunscreen are just a few of the personal care products that consumers use everyday. Personal care products fit into the category of non-durable goods, moreephemeral merchandise with a life expectancy of fewer than three years.

    According to the Personal Care Products Council, the personal care productsindustry has more than $250 billion in retail sales each year.

    During recent years, the personal care products industry has made effortsto bring in new customers. One group of potential buyers is teenagers andchildren. In addition, personal care products firms have rolled out new items for guys (i.e. Nivea for Men). As American and European markets have becomeincreasingly saturated and competitive, manufacturers of personal care items arealso turning toward emerging markets in nations like India, Brazil, China,Russia and Turkey. Avon sells deodorants scented like its perfumes in thesemarkets, so that consumers get hooked on the scent and, as their incomesincrease, move up to buying both the perfume and the deodorant. Unilever'sIndian subsidiary also launched a scheme wherein women sell its products intheir villages. The ladies make a living, and Unilever gets its products into morehomes.

    The personal care products industry hires employees in a wide range of

    occupations. Typically, job categories include finance, information technology,supply chain, research and development, human resources and marketing. Manyfirms, such as P&G and Unilever, have summer internships for students.Although consumers are cutting back on discretionary items during therecession, an October 2008 survey from Booz & Company found thatconsumers were still spending money on beauty and personal care items.

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    Research methodology

    Definition:Procedures used in making systematic observations or otherwise obtaining data,evidence, or information as part of a research project or study.

    Research and experimental development is formal work undertakensystematically to increase the stock of knowledge, including knowledge of humanity, culture and society .

    Research Objective

    Definition : The objectives of a research project summarize what is to beachieved by the study. These objectives should be closely related to the research

    problem.

    The main objective of the whole research this to know how people think about the product or are they ready to accept the product because it is new

    in market.

    Hypothesis:

    Definition: An assumption about certain characteristics of a population. If itspecifies values for every parameter of a population, it is called a simple

    hypothesis; if not, a composite hypothesis. If it attempts to nullify the difference between two sample means (by suggesting that the difference is of no statisticalsignificance ), it is called a null hypothesis.

    Null hypothesis (H0): Customer wil l not accept the Male body Wash.

    Alternate hypothesis (H 1): Customer will accept the New Male Body Wash.

    http://www.businessdictionary.com/definition/assumption.htmlhttp://www.businessdictionary.com/definition/characteristic.htmlhttp://www.businessdictionary.com/definition/population.htmlhttp://www.businessdictionary.com/definition/parameter.htmlhttp://www.businessdictionary.com/definition/composite.htmlhttp://www.businessdictionary.com/definition/attempt.htmlhttp://www.businessdictionary.com/definition/sample.htmlhttp://www.businessdictionary.com/definition/mean.htmlhttp://www.businessdictionary.com/definition/statistical-significance.htmlhttp://www.businessdictionary.com/definition/statistical-significance.htmlhttp://www.businessdictionary.com/definition/null-hypothesis.htmlhttp://www.businessdictionary.com/definition/null-hypothesis.htmlhttp://www.businessdictionary.com/definition/statistical-significance.htmlhttp://www.businessdictionary.com/definition/statistical-significance.htmlhttp://www.businessdictionary.com/definition/mean.htmlhttp://www.businessdictionary.com/definition/sample.htmlhttp://www.businessdictionary.com/definition/attempt.htmlhttp://www.businessdictionary.com/definition/composite.htmlhttp://www.businessdictionary.com/definition/parameter.htmlhttp://www.businessdictionary.com/definition/population.htmlhttp://www.businessdictionary.com/definition/characteristic.htmlhttp://www.businessdictionary.com/definition/assumption.html
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    Research Type:

    The type of research is exploratory research which is also known asformulative research.

    Sampling Method:

    The sample size for this survey taken as 25 respondents, and the technique for survey is through mail. The questionnaires were send to the personal mail id of the respondents. The method of survey is convenient method . Because it istough to reach each and every person so, as per convenient I taken the peoplesurrounding me like friends, juniors as brother of my friends.

    Sample Size:

    The respondent for survey is taken as 25 peoples from entire population.

    Sample Unit:

    Male only whose age comes under 18 to 30 age .

    Data collection method:

    There are basically two methods are for collecting data is

    1. Primary method

    2. Secondary method

    Primary method:

    The data serve as the bases or raw material for analysis. Without ananalysis of factual data, no specific inferences can be drawn on the questionsunder study.

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    Data form the basis for testing the hypothesis formulated in a study. Dataalso provide the fact and figures required for constructing measurement scalesand tables, which are analyzed with statistical techniques.

    The primary data is collected in this research is through Questionnaire.

    Secondary method:

    These are source containing data which have been collected andcompiled for another purpose. The secondary source consists of readilycompendia and already complied statistical statements and report whose data

    may be used by researchers for their studies for ex. Census reports, annualreport.

    The secondary data which is use in this project is book of ResearchMethodology and Statistics, and with help of internet.

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    2) Type of bathing soap

    Fairness 9

    Medicated 1Freshener 13

    Any other 2

    Interpretation:

    Now days in college life and in office life youngster always want to feelfresh and some of them are also wants to be fair, smart, and handsome.

    So for launching a new male body liquid body wash, company has tomainly focus on ingredients for fresh and fairness.

    9

    1

    13

    2

    0

    2

    4

    6

    8

    10

    12

    14

    fairness medicated freshener any other

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    3) Type of skin

    Oily 18

    Dry 6Rough 1

    Mild 0

    Interpretation:

    Due to around 35 to 40 C of Ahmedabad city majority of having oilyskin so market incash, they launched face wash like Garnier gentle face washfor oily skin. To be competitor against existing products so it is a greatopportunity to grabs the market to launch such a product which is for there oilyskin.

    Basically face wash which is only they can apply on there face , so it isgreat opportunity to grabs the market to launch such a product which is for thereoily skin.

    18

    6

    10

    0

    2

    4

    6

    8

    10

    12

    14

    16

    18

    20

    oily dry rough mild

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    4) Brand conscious

    Yes 15

    No 10

    Interpretation:

    It is tough for company because there is 2:3 of respondents are switchersthey are easily they can move to other brand.

    15

    10

    yes

    no

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    5) Per month spending

    100-200 10

    200-300 3

    300-400 10

    More than 500 2

    Interpretation:

    Moral less the spending power of people is 100 to 400, so by this datacompany has to launch the product in budgeted form so we can grabs majorityof young male population.

    0

    2

    4

    6

    8

    10

    12

    100-200 200-300 300-400 more than 500

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    6) Satisfaction level

    Highly satisfied 10

    Satisfied 13

    Low satisfied 2

    Interpretation:

    So, being a brand conscious still the respondents are not that much highly

    satisfied with there existing products. There are just satisfied, so for thatcompany has to launch such a product which is upto the mark of there choice.

    0

    2

    4

    6

    8

    10

    12

    14

    highly satsified satisfied low satisfied

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    7) Do they having there personal kit?

    yes 15

    No 10

    Interpretation:

    By this chart 66% are having there personal kit which is not smallmarket, which is positive for company.

    15

    10

    yes

    no

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    8) If yes, then there kits are:

    Soap 13

    Face wash 10Deodorants 15

    Perfume 12

    Talc 3

    Interpretation:

    It is good that major are having soap in there personal kit, which can breplace by liquid body wash. And deodorant also which is also to feel freshwhich we can incase in our new product.

    13

    10

    15

    12

    3

    0

    2

    4

    6

    8

    10

    12

    14

    16

    soap face wash deo perfume

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    10) They wants to prefer in form of:

    Bottle(200gm) 9

    Bottle(100gm) 13

    Tube 2

    Sachets 1

    Interpretation:

    It better to launch in form of bottle rather than tube or in sachets form.The size of bottle will of 100gm which is budgeted also.

    0

    2

    4

    6

    8

    10

    12

    14

    bottle (200gm) bottle (100gm) tube sachets

    9

    13

    21

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    Hypothesis testing

    Testing of hypothesis by using Chi- Square Method

    Null hypothesis : Customer will not accept the Male body Wash.

    Alternate hypothesis: Customer will accept the New Male Body Wash.

    OBSERVED FREQUENCY(O) TABLE

    Factor Accept the newproduct

    Exposure Total

    Yes 10 15 25

    No 15 10 25

    Total 25 25 50

    EXPECTED FREQUENCY(E)TABLE

    Factor Diversification Remain TotalYes 12.5 12.5 25

    No 12.5 12.5 25

    Total 25 25 50

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    Chi-Square solution table

    Observed and expected value of data that respondent are heard about liquidmale body wash

    Sr No ObservedFrequency

    O

    ExpectedFrequency

    E

    (O-E)^2 ( O-E)^2/E

    1 10 12.5 6.25 0.5

    2 15 12.5 6.25 0.5

    3 15 12.5 6.25 0.5

    4 10 12.5 6.25 0.5

    Total = 2

    Degree of Freedom

    = (c-1)*(r-1)

    = (2-1)*(2-1)

    =1

    Now, test statistically by placing the values in this formula,

    (O-E)^ 2

    ^2 = ---------------

    E

    =2 (calculated by chi- square method)

    5% LEVEL OF SIGNIFICANT :

    Table value = 3.84

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    Statistical Conclusion:

    Since, x^2(calc.) = 2 is smaller than x^2 (tab.) = 3.84, so null hypothesis isaccepted.

    Conclusion:

    Hence Customer will not accept the Male body Wash.

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    Findings

    By having survey it is clear that majority of male having there ownspecific soap. Near about 92% of population means people of survey are malehaving there own soap for bath.

    As the next and second question that what type of bathing soap they areusing so only 36% of gentles are wishing to have fair skin, and rest of 52% of gentles wants to b feel fresh that why they having there own bathing soap whichis major market which has to b cover. 8% and 4% of public are using any other and medicated soap.

    72% of menzs are of oily skin due to this temperature in ahmedabad cityand only 24% of menzs are of dry and little bit of 2 % of rough skin.

    Majority means 60% are brand conscious means of public are stick tothere existing product which is good for company because it is new in market if it cover the young male public so it becomes benefit for company to generaterevenue.

    The age group of 18 to 30 year peoples are target market which arestudents as well as job person, they are spending money on them which is near about 100 to 200 and 300 to 400 by 40% of mens means 80% for them arespending upto 400 per month.

    The satisfaction level of consumers are justified by parameter and the parameter (highly sat., sat., and low sat.). So 53% of them are satisfied withthere existing brand and only 40% are highly satisfied. There is a gap in theresatisfaction.

    One more thing that now male also having there personal kit whichincludes there deo, perfume, talc, soap, face wash. Among them 60% havingthere own kit. In which majority of that 60% having soap and deodorants. Andonly 40% they dont having there own personal kit.

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    The most major and important question that they even heard about liquidwash for menzs, then 40% persons are heard about such product because Dovemenz+care is a liquid body wash. But 60% of them are unaware because this innot in Indian markets.

    And when the question arise what comes in there mind if the heard aboutliquid body wash, they response that it become easily to hold and to use. Even itis new concept which create that it Is more hygiene and its ever drop isuntouchable.

    The last thing that if the product will launch they are ready to purchase inform of bottle of 100gm. Means 52% are ready to accept in 100 gm bottle. And36% are ready to accept in form of 200gm bottle.

    Finally by the response over all male respondents are showing there positive attitude towards the new launch and they are ready to accept in mediumsize of bottle for trial purpose.

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    Limitations

    During the whole survey and research there are some limitations are theresuch as:

    The samples units and method are not enough good that means these 25respondents are not exactly representative of whole population.

    Due to only 25 respondents the data which is come out is moral lesssame, and the ratio is not much healthy, which is not benefit for company byhaving such data.

    There might be some misinterpretation for persons that are they aware of the products in market. Because some of advertisement are confusing the user.

    One more thing if they launch such product which definitely costly thensoap then we might b face problem because the purchasing power of consumer is 100-200 per month for 40% of consumer and even some of consumers arespending 300- 400 means another 40% of people purchasing power is highly.So company has to care of both of group.

    Out of 25, 13 are ready to purchase new product in form of 100 gm bottle. It might be successful or may not be, if company get successful responsethen it is good for company, in case no then it is tough to survive and weincurred loss also.

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    Suggestion and recommendation

    As per my suggestion and recommendation consult for this survey is:

    For new launching of liquid male body wash in Indian market is newconcept but on other hand it is tough too say that it is equal responsive and goodfor company.

    The major reason is that only 60% people is brand conscious so on onehand it is positive because if our product become successful brand then theywill no switch to other brand. But still among that might be they can switch.

    And they are also only just satisfied with there existing product thatmeans they want something up to there level which other company are not ableto match them.

    Majority having oily skin so company have to incase this.

    Some of them are use to have there own kit so there is an opportunity tograb it by increase on more product in there personal kit.

    Only 60% of consumer are know the liquid body wash, so company haveto focus on advertisement to generate ideas in mind of consumers in order to

    purchase and at least try ones.

    Now day working gentles are growing in India and the need fresh to feelevery time so body wash should be like that which make them to feel freshduring there working hours.

    Company should have to focus on fragrance because now days males are believe on fragrances thats why deodorants companys are keep on changingand also every month new companies are launching new deodorants with newfragrances.

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    Bibliography

    Reference books

    Research methodology edition of June 2012, unit number 3, 4, 5,7 and 8.Book edited by Sikkim Maniapal University.

    Statistics of sem1 edition of May 2011, unit 10. Book edited by SikkimManipal University.

    Website:

    www.dovecare.com www.wikipedia.com

    http://www.dovecare.com/http://www.dovecare.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.dovecare.com/
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    Annexes

    QUESTIONAAIRE

    ON NE W PRODUCT LAUNCH FOR MALE BODY WASH

    By Prasad Varsha Jagdish of semester 3 rdMarketing Student

    Name: Age:

    Occupation: Contact no.:

    1. Do you use a specific bathing soap for your bath?a) yes b) No

    2. Which type of bathing soap you are using?a) Fairness soap c) Freshener soap

    b) Medicated soap d) any other

    3. Which type of skin you have?a) Oily skin c) Rough skin

    b) Dry skin d) Mild skin

    4. Are you brand conscious?a) Yes b) No

    5. How much money you spending on your personal product per month?a) 100 200 c) 300 400

    b) 200 300 d) more than 500

    6. How much you are satisfied wit your existing product?a) Highly satisfied c) Low satisfiedc) Satisfied

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    7. Do you have your own personal care kit?a) Yes b) No

    8. If yes, thena) Soap d) Face wash

    b) Deodorant e) Talcc) Perfume

    9. Do you ever heard about liquid male body wash?a) Yes b) No

    10. What do you think about male body wash in liquid form?

    11. In which size you want to prefer liquid body wash?a) Bottle(200 gm) c) Bottle(100 gm)

    b) Tube d) Sachet