ENTREPRENEURSHIP MANAGEMENT

Submitted towards the partial fulfilment of the course of Masters of Fashion Management

REPORT ON BUSINESS PLAN

Submitted by:

Harshika

(MFM/16/763)

Under the guidance of:

Dr. Goutam Saha

(Asst. Professor. NIFT, Bhubaneswar)

Submitted to:

Department of Fashion Management Studies

National Institute of Fashion Technology

(Ministry of Textiles, Govt. of India)

www.nift.ac.in

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 TABLE OF CONTENT

I. Business idea generation process...........................................................................3

A. Salient feature of the business plan... 3
II. Executive summary..........3
A. Description of the business.....4
III. Vision....5
IV. Misson..5
V. Company values..5
VI. Competitive advantage...5
VII. Industry profile and overview6
A. Feasibility with respect to organisation...6
B. Regulatory Restriction.6
C. Key success factor in the industry...6
VIII. Business strategy..7
A. Goals and objective.7
IX. Swot analysis7
X. Competitive analysis7
XI. Business strategy..8
A. Target market...8
B. Product feasibility.8-12
C. Pricing strategy...13
D. Place13
E. Promotion and advertising..13
XII. Management team13
XIII. Financial forecast.14
A. Cost breakup.....................14
B. Market..14
C. Plant and machinery.....14
D. Other Accessories.14
E. Required workers.....15
F. Monthly administrative expense..15
G. Required raw material per day.15
H. Total production per day..16

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 I. Price fixing per napkin.17
J. Total sales per month...17

Appendix

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 BUSINESS PLAN: LOW COST SANITARY NAPKINS

I. BUSINESS IDEA GENERATION PROCESS

It is the hygenic way to stay dry without any

Women infection Problem
health & Prevent from their punjent smell
Sanitary lifestyle High cost
Napkins
Prevent your clothes from stains
Protection
from comfortable and easy to use
stains
it is a growing process of womens life which will Solution
Never never end Low cost
ending
demand sanitary napkins

My product is an affordable and comfortable, 100% compostable, quality pad being produced
in small, women-owned, energy-efficient, mini-factory set up in the small city

A. Salient features:

Affordable- One pack of 8 pads sells for 18 rupees.

Accessible- The pads are manufactured by women self-help groups, and the sanitary pads
are sold at local medical shops

100% compostable- The pad is fully biodegradable in compostable conditions, solving the
problem of disposal and ensuring minimal damage to the environment.

Prevents disease and saves lives- The use of sterilized, disposable sanitary pads such as
prevents infections and spread of disease, illness, including cervical cancers, as well as labor
complications, all of which claim thousands of lives each year

II. EXECUTIVE SUMMARY

A. The description of the business

A sanitary napkin or a sanitary towel is an absorbent item used by a woman while she is
menstruating or in any other situation where it is necessary to absorb a flow of blood. It also
serves to protect clothing and furnishings. Not only must the sanitary napkin provide comfort
and safety, but also enhance every woman's health and lifestyle. Sanitary Napkins are

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exclusively used by adult girls & Ladies around the world during for maintaining physical aid
& to avoid wetting or staining of the clothes. Indias sanitary napkin market has significant
profit potential. The demand for such products is stable; purchases are recurring and not
subject to normal business cycles. Historically, the price of feminine hygiene products have
been relatively expensive, but that is changing as small and large businesses enter the market
and make an accessible, lower-priced offering to a wider consumer base. And through this
business plan I want to introduce the low cost sanitary napkins for the lower middle class
women who still dont use the sanitary napkins due to the high price and they cant afford
that, I want to position this product as a natural and low cost sanitary napkin which is equally
good as the higher price brands are.

III. VISION

I want my company as successful as the other national brands are in this field and to educate
the lower middle class women about the use of sanitary napkins and to make the society
healthier and disease free from my this initiative.

IV. MISSON

The mission of my business plan to reach all the homes where sanitary napkins are not used
regularly. My target is to evolve the lower middle class women as the customer of my
sanitary napkins.

V. COMPANY VALUES

The company decided to produce the sanitary napkins at low cost and make them available to
all the women especially in the small cities to the lower middle class women. We have been
successful in our venture without compromising on the raw material used (which is not the
unviable cotton) or quality of the product as compared to the multinationals. Moreover, we
also aim to address the issue of rampant unemployment amongst the poor in rural, urban and
semi-urban areas of all developing nations as this sanitary napkin-making unit is capable of
creating a business that employs up to ten women. Hence my company is attempting to offer
livelihood, hygiene, dignity and empowerment to women all over. And we are doing so using
a sustainable business framework.

VI. COMPETITIVE ADVANTAGE

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As we know there are lots of Indian retailers who are running their business in this field and
earning lots of profit but if we talk about low cost organic sanitary napkins there are only 2-3
retailers who are catering to the ruler area , no one is catering to the lower middle class
women in small cities. So there will be a good opportunity for my business to grow and its
my advantage that there are very less number of competition in this field of low cost sanitary
napkins. But it will be challenging for my product to tap the market because as it is not
widely acceptable.

VII. INDUSTRY PROFILE AND OVERVIEW

Organisational feasibility is handled to done to determine the proposed business expertise on

the management system over the business means to determine whether the proposed venture
has or is capable of obtaining sufficient resources to move forward.

A. Feasibility to the respect of organization

As regards consumption of total hygiene, absorbent products in India, total units consumed in
2007 in India were 2,829 million pieces. Baby diapers comprised 5% whereas adult
incontinence 1% and feminine care share is 94%. Past projections and future projections of
women population in category of 15- 54 years age is tabulated in Table 4.
If we see the above projections of women in the category of 15 - 54 years in India and the
details of sales of absorbent hygiene products in India, then the total sales were US$ 213
million in 2007, out of which adult incontinence share was 9%, baby diapers share was 18%
whereas feminine care contributed 73%. Thus, in India, the evolution is expected to go
quicker.
B. Regulatory Restriction
Generally females hesitate to talk about this topic as the topic is very sensitive for
womens and they do not open up or frankly talk about this issue
Many women doesnt know about sanitary napkins that what is it and how it is used
and how it can be useful to maintain the hygiene for womens
C. Key success factor in the industry
It is low of cost in comparison of another sanitary napkins, so it can be afforded by
the lower middle class women. As it is a lower in cost so every women can afford it
and will surely do well in the market
As it is disposal and made up of natural raw materials so it has a good chance in the
industry to be promoted this product in appositive way

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VIII. BUSINESS STRATEGY

Current status of my business plan is that I am conducting market survey in local areas of
Bhubaneswar (lower middle class women) to know the feasibility of the product and
business opportunity in order to grow my business. For this I went to some local area of
Bhubaneswar where lower middle class people live and did the survey for knowing the
need of the market and for knowing the feasibility of my project.

A. Goals and objective

To determine whether the lower middle class females are aware of this sanitary napkin
or not
To determine whether they are using this sanitary napkin, if not what is the reason
If any low cost sanitary napkin will introduced in market then what will be the response
of the consumers
IX. SWOT ANALYSIS
A. Strength
Never ending demand by the consumers
Lower cost advantage
Unique product which can be recycle and disposal
B. Weakness
Weak management by the company
Lack in online presence
Weak supply chain
Not a popular brand
C. Opportunities
Emerging in the market
New innovation like it is disposable
D. Threats
Competition with the bigger brands
Substitute products are available

X. COMPETETIVE ANALYSIS

38.55% of the the consumers think that the sanitary napkin they are using now is very
expensive

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 Carewell Hygiene Products Ltd.

Centron Industrial Alliance Ltd.

Dhanalaxmi Roto Spinners Ltd.

Diapers India Ltd.

Godrej Consumer Products Ltd.

Gufic Biosciences Ltd.

Johnson & Johnson Ltd.

Kimberly Clark Lever Pvt. Ltd

Syncom Healthcare Ltd.

Tainwala Personal Care Products Pvt. Ltd.

Thus, due to demand it is a good project for entrepreneurs to invest.

XI. MARKET STRATEGY

A. Target market

The target market for my innovative product is lower middle class women, who cannot
afford much money to buy expensive sanitary napkins, so that they will have the an
option to buy my product if there will be awareness created to use this organic sanitary
napkins.

Small cities like Bihar, Jharkhand, Orissa and Uttar Pradesh are the best place for the
starting of my business because in small cities women dont use to spend money on their
hygiene, so this will be best option for them to being hygiene in small prices.

B. Product feasibility analysis

Study design

Sample size 27

Target customer lower middle class people

Methodology

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The primary source of data is being taken from the respondent individually by the method of
filling questionnaire regarding the topic. And one to one discussion is being done for this
project to 27 females. The questionnaire for this topic is covered the following situations and
question about :-

i. Using the sanitary napkin or not? if not then whats the reason
ii. Do you know about sanitary napkins or not?
iii. Perception about menstrual hygiene.
iv. Amount of money willing to spent for per pack of sanitary napkin. Do the consumer
find the prices are affordable or expensive?
v. Choice between recycle and non-recycle sanitary napkin

Analysis and interpretation after survey

a. How many people are using the sanitary napkin?

b. If not then why?

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 57.1% of people do not use sanitary napkin because they cant afford it and they found it
very expensive
42.9% females doesnt know about sanitary napkin thats why it is very important
Educate the consumer regarding the use of this product
a. From the following parameter the use of sanitary napkins matters to you the most ?

36.4% of people think that the use of sanitary napkin is so much important still they
are not using due their high prices and they dont know about
36.4% people think that the sanitary napkin they are using must be good in quality
27.3% of people think that the use of sanitary napkin is important
Only 9.1% of people think that the use of sanitary napkin is not so important

c. On the scale of 1 to 5 rate the use of sanitary napkin?

36.4% people think that the price factor matters most to the consumers for using
the sanitary napkins

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 18.2% people think that the sanitary napkin should be recyclable
9.1% consumers think that the brand matter most to them isthey are using the
sanitary napkin

d. How much money would you like to spend for per pack of sanitary napkin?

38.5% of the consumers want that thy get the sanitary napkin in the minimum cost
23.1% of the consumers want that they can get the sanitary napkin with least cost

e. Among these two type of Sanitary napkin which would you prefer?

66.7% of the consumers want that the product they are using it must be recycled that
does not cause harm to the environment

f. On a scale of 1 to 5 how do you find the use sanitary napkin with respect to
hygiene?

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 69.2% of the people think that if they will use the sanitary napkin will be good for
their hygiene
0% of the consumers think that it will not hygienic

g. On the scale of 1 to 5 how do you find the prices of branded sanitary napkin
which is in the market now

38.5% of the people think that the sanitary napkin they are using is very expensive
Only 15.4% of the people think that it is affordable
And only 7.7% of the people think it is low at cost
Outcome
Product The product which is being offered is low cost environment friendly disposable
sanitary napkins. As from the survey we came to know that 69.2% people think that it will be
hygienic to use the sanitary napkin.
And 66.7% of the people think that they should use recyclable sanitary napkin thats why we
can tap in the market with the another segment of the consumer from our product offering.

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C. Pricing strategy

As in India people are restrained to buy these sanitary napkins due to their high prices, the
main issue occurred due to this and instead of using sanitary napkins they preferred cotton
clothes which is not hygienic for the womens health, So the main agenda is to manufacture
the low cost sanitary napkins that each and every women of lower middle class can use it.

As from the above survey it is proved that 57.1% of the people cant afford it so, this low
cost sanitary napkin will be suitable for them and they can afford it.
Price bucket
10-15
16-20 (as per from the survey it is clearly stated that 38.5% of the consumers want the
sanitary napkin at the minimum cost)
21-25
26-30
D. Place - The market place which is being targeted win this is the lower middle class
people whose purchasing power is relatively less to the middle class people and who like
to buy the reasonable products at cheap rate
E. Promotion and advertising strategy

Coming to this sector as all the big brands of sanitary napkins which invest their money in
promotions and advertisements, I will do just opposite, the money will not invested in
promotions and advertisements instead of that very low cost promotion is being done such
as:-

Pamphlets and hoarding at medical shop near local shopping area

Creating awareness to the customers through medical shops and in return for every sale
some incentives to be provided to the medical shop vendors
Promotion can be also done by inserting one paper which is having the letter of the brand
and consumers need to collect each and every letter and who so ever will do that will get
the price. In this way the brand will also get promoted and sales will also increase
XII. MANAGEMENT TEAM

In management team there should have members for everything work but at the initial stage
there should be one director, executive director, chief operating officer, financial consultant,

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senior manager, manager, assistant designer, accountant, senior field engineer, operational
engineer and workers

XIII. FINANCIAL FORECAST

A. Cost Break Up

The sanitary napkin is available in the local market at an affordable cost range of Rs 13 for
a set of 8 pads and Rs 15 for a set of 10 pads.

B. Market

Currently the size of the Indian Sanitary Napkins market is 2,000 Crores and it is growing
16% annually. Installed Capacity The installed capacity of unit is 1,440 Napkins per day
on a single shift basis. The annual capacity works out to 432,000 Napkins.

C. Plant and Machinery

The following items of plant and machinery are required for the project.

DETAILS QTY

Defibering M/c 1 20500

Core forming M/c 1 5800

Napkin Finishing M/c 1 28500

Ultra Violet Treatment Unit 1 10400

Other accessories 1 4500

Total 69700

Taxes / Transportation / Installation / Training charges Extra

D. Other Accessories

Sno. Items No.s Value

1 Weighing scale 1 3000

2 Work table 2 2000

3 Plastic buckets & trays 5 500

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 Total 5500

E. Required Workers

Sno. Workers Nos. Salary

1 Semi skilled labour 4 workers 7000

(Daily wages 70per day)

F. Monthly Administrative Expense

Sno. Expenses Value

1 Rent 1000

2 Electricity 800

3 General administrative expense 450

Total 2250

G. Required Raw Material per Day

S.No. Raw material Units Value

1 Wood pulp 14.5 kg 798

2 Top layer 220Mts 340

3 Back layer 359gms. 65

4 Release paper 15 sheets 30

5 Gum 1kg 110

6 Packing cover 180 No.s 135

Total 1478

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 H. Total Napkins Production Details Per Day (Minimum)
Per Day Production 1440 Napkins
8 Napkins per Packet 180 Packets
I. Price Fixing Per Napkin Packet(Rs.)

Details

Raw material per napkin packet 8.20

Wastage 0.10

Cost per napkin packet 8.30

Add profit 60% 5.00

Whole sale price 13.50

Add whole sellers profit margin: 20% 2.50

Maximum retail price per pack(MRP) 15.80

J. Sales Per Month(Rs.)

Details

Value of per day required raw material 1478 x 25 One

One month(25 working days) 36,950

Per day napkin production 14408 = 180 Pkts

One month(24 working days) 24 x 180 = 4320 Pkts

Per packet whole sale price 13.30

Value of One Month Production 4320 x 13.30

One Month Sales 57,456

One Month Raw Material Expense 36,950

Total Profit 20,506

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Labour Charge - Less from profit 7000

Administrative Expenses - Less from profit 2250

Net Profit per Month 11,256

Profit Margin On one Month Total Raw 31%

Material Value

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APPENDIX

Questionnaire

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 REFERENCES

http://www.mytopbusinessideas.com/starting-sanitary-pad-manufacturing
http:///C:/Users/HP/Downloads/Documents/Sanitary%20Napkins.pdf
http://www.technicaltextile.net/articles/medical
http://textiles/detail.aspx?article_id=3749&pageno=2
http://www.technicaltextile.net/articles/medical-textiles/detail.aspx?article
https://www.smartcompany.com.au/industries/retail/kfc-begins-rollout-of-fried-chicken-
home-delivery-is-at-home-dining-the-new-frontier-for-fast-food

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