IF YOU HAVE A DREAM TO BECOME AN ENTREPRENEUR, THE ENQ IS THE ANSWER

SCOPE OF A NEW MEN CARE BRAND IN THE

COSMETIC MARKET(HAIR SERUM&BEARD OIL)
By

SUBHANKAR BHATTACHARJEE

ROLL NO.:-05 BATCH:-18E

Master of Business Administration

Eastern Institute for Integrated Learning in Management

INDUSTRY MENTOR

MR.ARNAB SENGUPTA
COLLEGE MENTOR

MISS.POULOMI SENGUPTA

1
OM NAMA SARASWATAY NAMA

2
 PREFACE

The Research Provide an opportunity to Demonstrate the application of knowledge,

Skills and Competence required during the technical session, to evaluate the performance and
to provide feasible recommendation on the provide data. The Analysis is on the field of
Marketing.

Although I have tried my level best to prepare this report on error free report every effort has
been made to offer authentic position with accuracy.

3
 DECLARATION

I, Subhankar Bhattacharjee, do hereby declare that this report titled “SCOPE OF A NEW MEN
CARE BRAND IN THE COSMETIC MARKET ” is submitted by me for the partial fulfillment of
Master of Business Administration in Vidyasagar University.

This report is exclusively prepared by me and has not been submitted to and other institutions
or published anywhere before.

DATE: SUBHANKAR BHATTACHARJEE

Roll No.:- 05
PLACE: KOLKATA MBA, 1ST SEMESTER
EIILM, KOLKATA

4
 ACKNOWLEDGEMENT

At the outset, I would like to thank Mr. Arnab Sengupta, Director, The EnQ for his guidance
to undertake this project and I also like to thanks the entire members of the enq team(Neetesh
Sir,Devesh Sir ,Richa Ma’am, Danish Sir and all) for giving me the support and helping me in
this project .

I express my sincere gratitude to Miss Poulomi Sengupta, Faculty, EIILM, Kolkata who has
sincerely provided me with critical suggestions and valuable insights which enabled me to
complete this project and bring out this report in the best way possible.

I would take this opportunity to thank Prof. (Dr.) R.P Banerjee, Director, EIILM, Kolkata and
other faculty members of the institute for their cooperation and support.

Finally my gratitude goes to my friends and family member who directly or indirectly helped
me to accomplish my project work. Without their support my report would not have taken its
present shape. Hope you will appreciate my efforts.

Date: Signature

SUBHANKAR BHATTACHARJEE

MBA 1ST -SEMESTER

EIILM, KOLKATA

5
 EXECUTIVE SUMMARY

This study uncovers the impact, utility and effectiveness & efficiency of marketing strategies
of EnQ on the success of cosmetic industry. A special emphasis is laid down on EnQ
cosmetics.

The project begins with detailed information about marketing strategies and the impact of
measuring customer satisfaction in cosmetic industry. Further, it covers topics as data
collection tools and research methodology used for the project. Then it gives a complete
analysis of the data collected and it is then used to reach to a conclusion. The study took
nearly 2 months to complete. The study is useful for the better understanding of marketing
strategies towards the EnQ cosmetic industry.

For the purpose of this study, a questionnaire was designed based on different parameters to
judge and understand the consumer behavior towards cosmetics industry.

As this study is confined to EnQ, it covers an analysis of consumer behavior, attitude,

perceptions, marketing strategies and satisfaction with respect to EnQ as a BRAND in
cosmetic industry.

6
 Table of Content
SL NO. CONTENTS PAGE NO.

1 INTRODUCTION 1 - 11

2 RESEARCH METHODOLOGY 12

3 DATA ANALYSIS AND INTERPRETATION 13 - 23

4 FINDINGS 24

5 CONCLUSION 25

6 LIMITATION 26

7 BIBLIOGRAPHY 27

8 ANNEXURE 28

7
 INTRODUCTION
GLOBAL COSMETIC MARKET
The global cosmetic products market was valued at USD 532.43 billion in 2018, and is
expected to reach a market value of USD 805.61 billion by 2023, registering a growth rate of
7.14% during 2018-2023. Skincare, hair care, make-up, perfumes, toiletries and deodorants,
and oral cosmetics are the main product categories of the cosmetic market. Skincare was the
leading category, accounting for about 36 percent of the global market. Hair care products
made up a further 23 percent, while make-up accounted for 18.2 percent in 2018. As of 2018,
Asia and Oceania was the industry leader, accounting for approximately 40 percent of the
global market. Between 2018 and 2023, the Asia Pacific mass beauty market is projected to
grow by nearly 14.9 billion U.S. dollars in sales. Skin care has been forecast to remain the
most profitable product category, as its market value is projected to grow. The production of
cosmetics and beauty products is controlled by a handful of multi-national corporations –
L'Oréal, Unilever, Procter & Gamble Co. , The Estee Lauder Companies, Shiseido
Company, and Lancôme to name a few. As of 2018, the French cosmetics company L'Oréal
was the leading beauty manufacturer in the world, generating about 28.6 billion U.S. dollars
in revenue that year. The company owns the leading personal care brand worldwide, L'Oréal
Paris, valued at 23.89 billion U.S. dollars in 2017 . The market leader was also one of the
leading companies in cosmetic innovation , registering a total of 314 patents in 2017. The
study also emphasizes on various distribution channels, such as direct selling, supermarkets,
specialty stores, pharmacies, and salons.

Key Developments in the Market:

 January 2018 - L’Oreal Paris unveiled a new hair care line to revive damaged hair,
Elvive. The collections within the Elvive hair care line are expected to be designed to
directly address a women's biggest hair care concerns: damaged, dry, and color-treated
hair. The brand was launched as ‘Comeback,’ which was an integrated campaign that
celebrated the fact that hair can make a comeback from damage.
 September 2017 - Unilever acquired the Asian cosmetics firm Carver Korea. The
Anglo-Dutch company bought the entire business from Bain Capital Private Equity,
Goldman Sachs, and the firm’s founder, strengthening its foothold in the Asian beauty
market. This acquisition is expected to strengthen the position of Unilever in South
Korea, which is fourth-largest cosmetics market.
 September 2017 - Procter & Gamble unveiled a USD 3 million quality control
laboratory, Pines External Lab located in Berkeley Springs, launched in joint
partnership with Morgan County and Blue Ridge Community & Technical College.
This center is said to be used to evaluate raw materials using resources, such as gas
and liquid chromatography, as well as in-process and end product samples. These tests
are expected to ensure P&G products contain no foreign micro-organisms.

Major Players: L’oreal Group, Procter & Gamble, Beiersdorf AG, Avon Products Inc.,
Unilever, The Estée Lauder Companies Inc., Shiseido, Kao Corp., Revlon Inc., Mary Kay
Inc., Yves Rocher, Oriflame Cosmetics Global SA, And Alticor, amongst others.

8
 INDIA'S COSMETIC MARKET

The size of Indian Cosmetic Industry globally is $ 274

SIZE OF THE billion, while that of the Indian cosmetic industry is $ 4.6
INDUSTRY billion.

According to analysis and figures given by the

Confederation of Indian Industries (CII), the total Indian
Market beauty and cosmetic market size currently stand at US$950
Capitalization million and showing growth between 15-20% per annum.

Output per Industry sources estimate a rapid growth rate of 20% per
Annum annum.

Percentage in The overall beauty and wellness market that includes beauty
World services stands at bout US$2,680 million, according to
Market estimates.

9
The market size of India’s beauty cosmetics and grooming is expected to touch $35 billion by
2035 from the current level of $6.5 billion says the joint study undertake by ASSOCHAM–
MRSSIndia.com. The study has revealed that the consumption pattern of cosmetics among
teenagers went up substantially between 2005 and 2017 because of increasing awareness and
due to the desire to look good and over 68 per cent of young consumers in big cities prefer to
buy online beauty and grooming products 45 per cent of consumers tend to buy cosmetics and
apparels from any shop of their convenience rather than a single shop.

The Indian men’s grooming market witnessing a growth of more than 42 per cent in the last
five years the growth is faster than the growth rate of the total personal care and beauty
industry in India. Since the Indian consumers tend to purchase natural and herbal cosmetics
products, the herbal cosmetic industry is expected to grow at a rate of 12 per cent in india.

The overseas market have great demand for Indian herbal and natural cosmetic products and
exports to countries like the UAE, the USA, the Netherlands, Saudi Arabia, Germany, Japan,
Malaysia, Nepal, Sri lanka, UK, China, Indonesia, France, Russia and Italy.

According to CHEMEXCIL, the exports of cosmetics, toiletries and essential oils during
2015-16 was around $1,007.20 million. The import during the same period was $703.58
million.

Among all the indian cosmetic industry, the best selling and the most popular items are color
cosmetics, of which nail vanish, lipsticks and lip glosses. Indian products have gained the
demand due to their experience in extraction of the best from natural dyestuff, flowers, roots,
oils, etc. The major factor behind the preference for personal care products include the words
such as 'natural', 'organic', 'botanical', 'free from' some harsh chemical. Over half of Indian
consumers reported 'natural or organic' features influencing hair and skin care purchase
decisions. According to 71 percent consumers they would prefer 'natural' face cream or lotion
over other similar products. About 38 percent said they would buy hair products containing
'botanical' ingredients.

Indian market has herbal cosmetic brands like Forest Essential, Biotique, Himalaya Herbals,
Blossom Kochhar, VLCC, Dabur, Lotus, Jovees, Kama Ayurveda, Patanjali, Just Herbs,
Wow and many more.

10
 COMPANY PROFILE (THE ENQ)

INTRODUCTION

 NAME OF THE COMPANY:The entrepreneurship quotient

 HEAD QUARTER LOCATION: Surat, started from 15thjune 2017
 BUSINESS OF THE COMPANY: Theyare launching cosmetic
products in online and offline both. They have 24 cosmetic brands
and 5 wealth care products every brands have individual owner
and In other side they are building entrepreneur.
 SPREAD OF THE COMPANY: In amazon, snapdeal,flipkart,nykaa
they have their products there, and in offline they have covered
premium and local salon like TONY & GUY, HEAD & TURNER, TURN
YOUR HEAD,PONY UP,MAKE OVER etc.
 COMPANY PRODUCT: Cosmetic products(Orange &Aloevera
Hydrating Facial Gel, Cooling Ment& Melon Shower Gel,
Aloevera&Moringa Hydrating Facial Gel, Organic Green Tea
Shower Gel, Magical Moringa Face wash, Hair Mist Spray, Hair
Serum,).In wealth care products they have(Green
Coffe,Moringa,BonesticKacchaAam,Bonestic Orange).
 COMPETITORS: Loreal, O3+,Matrix, Lotus, Wella,Schwarzkoph.
 SALES TURNOVER IN 1 YEAR: 1.5crore
 TARGET TURNOVER IN 1ST YEAR: 6.5 crore
 TARGET TURNOVER IN 5TH YEAR: They will Make 1 million
successful entrepreneur ,100milliondoller
 BROAD STRATEGY PLANNING: They have 5 different project and 1
consulting poject.They covered 18 states and more than 32 cities.
Now they have 443 entrprenuers and 23 brand owners.They will
bring 10 brands on amazon best sellers.

MISSION&VISION: To develop 1 million entrepreneurs

with a life of Health Wealth and freedom of time by the year
2025.

11
The Entrepreneurship Quotient was founded in 2017 with a single mission: to develop 1
million entrepreneurs with a life of Health Wealth and freedom of time by the year 2025.

In THE EnQ we believe that every individual is born with an idea of entrepreneurship, a
constant thrive to evolve, grow and make his or her life simpler, this entrepreneurial factor
we define as The Entrepreneurship Quotient.

Working on improving this factor (EnQ) will help in creating more entrepreneurs resulting in
individual's own growth as well as contributing to the nation's economy.

We are providing every individual a platform to learn as well as implement basics of building
any business, we are helping them to create their own market, own brand and nurturing
their new Ideas.

Here at EnQ we believe that the ultimate goal of an entrepreneur is to establish himself as a
brand and become a thought leader in the society.

"We are there to help you become one".

More than 90% of highly potential people are actually doing jobs and working for others as
they are scared to step into Entrepreneurship because of various risk factors.

We at The EnQ provide you a risk free platform to start and sustain your business without
compromising on your primary source of income which leads to a stable business
growth.With the help of our strong team we are working on various levels of
Entrepreneurship.

We have basic as well as advance level of entrepreneurial platforms and we are working
towards empowering the most deprived sections of the society with our Social
Entrepreneurship programmes.

DIRECTORS OF THE ENQ

JAYVANT JANI NISHIDH GORADIA ARNAB SENGUPTA

12
PRODUCTS (HAIR SERUM & BEARD OIL)

Segment and class

EnQ company focus towards the upper-middle class parlour’s where they have more demands
and also in the placement of our product done in a closer beauty parlour. Now a day’s parlour
demand has been increased and we are giving our best service to the parlour and the end
customer.The parlour’s are using numbers of brands like
loreal’s,Matrix,Streax,Schwarzkopf,Habibs,etc. so we want to give the parlours the best
products at reasonable premium range without any wastage and which includes natural
extract and that is totally made in india.

Product profile :-
Each of our products contains a combination of extracts of different herbs to protect, heal and
enhance the hair and beard.

The EnQ Hair Serum, Nourishing and Frizz Control Serum, 60ml, Price Rs. 799

Product description

The ENQ Hair Serum Free Fro Harsh Chemicals, It Contains No Sulphate, No Mineral Oil, and
No Paraben. The ENQ Serum Is Best Applied on Just Washed Hair, So Make Sure Your Hair Is
Towel-dried or Slightly Damp. Depending Upon the Length and Density of Your Hair, Take-
Two to Six Drops of the Hair Serum in Your Palm and Rub It Properly on Both Palms to Mix
Well and can apply it for long time shinny hair.

FEATURES & DETAILS

(1)Silky, Shiny, Healthy Hair - This smoothing serum can be used as a detangler, conditioner,
heat protectant, styling and finishing aid for all hair types.(2)Ideal For Men & Women both
(3)Gives Shiny Hairs

INGREDIENTS: CYDOPENTASILOXANE,DIMETHICONE,CYDOPENTASILOXANE IN
DIMETHICONOL

13
 HAIR SERUM

SL.N Points of THE ENQ LOREAL’S MATRIX SHAHNAZ SCHWARZKO HABIBS

O differenc HUSAIN PF
e
1 PRICE 799 250-575 120-250 550-2720 950-1800 250-310

2 QUANTIT 60ML 50ML 100ML 50G 50ML 100ML

Y
3 TARGET MEN AND MEN AND MEN AND MEN AND MEN AND MEN AND
MARKET WOMEN(1 WOMEN(18- WOMEN(1 WOMEN(1 WOMEN(18- WOMEN(1
5-65 AGE) 55 AGE) 8-45 AGE 8-60 AGE) 45 AGE) 8-40 AGE)
4 BRAND SILICON MOVIE LARGET HIGH ENSURES A WELL
USP FREE STARS AND HAIR BRAND PROPER KNOWN
PRODUCT CELEBRITIES CARE RECALL QUALITY BRAND
WITH AS BRAND COMPANI VALUE FOR HAIR AS OFFERING
HERBAL AMBASSADO ES IN THE WELL AS PRICES
EXTRACTS RS WORLD TREND AND WHICH
STYLE ARE
MARGINAL
LY MORE
THAN
LOCAL
SERVICE
5 CUSTOM E- E- E- E- E- E-
ER COMMER COMMERCE COMMER COMMER COMMERCE COMMERC
SERVICE CE AND AND RETAIL CE AND CE AND AND DEAL E AND
DIRECTLY SHOP RETAIL PREMIUM WITH THE RETAIL
FROMTHE SHOP RETAIL COMPANY
COMPANY SHOP

14
 BEARD OIL
THE ENQ BEARD OIL,60ML,PRICE-RS.799

PRODUCT DESCRIPTION

Healthy beard growth helps in nourishment and gives the beard strength and growth. Say
goodbye to an itchy,scratchy beard-Get rid of the dreaded beard uff!

Just place a few drops of beard oil in the palm of your hand and massage into your skin ant
the roots of your beard. One application lasts all day and your beard will feel excellent as well
as look great.

All natural, no paraben, no silicon. Products you can feel good about. All of our products are
100% natural. This is your body take care of what you put on it and what you put in it- you
only get one.

15
 BEARD OIL

SL.N Points of THE ENQ BEARDO THE MAN WISH URBAN BRYLCREE
O differenc COMPANY CARE GABRU M
e
1 PRICE 799 750 350 800 350 550

2 QUANTIT 60ML 50ML 30ML 200ML 30ML 50ML

Y
3 TARGET MEN (18- MEN (18- MEN (18-45 MEN (18- MEN (18- MEN (18-
MARKET 60 AGE) 45 AGE) AGE 60 AGE) 45 AGE) 45 AGE)

4 BRAND SILICON AN YOUNG QUALITY PREMIUM WE WANT A WELL

USP FREE EMERGING AND NATURAL TO BRING KNOWN
PRODUCT BRAND SELECTION CASTOR HIGH BRAND
WITH FOR OF HAND OIL QUALITY WHICH
HERBAL TODAY’S PICKED PRODUCTS WAS
EXTRACTS YOUNG NATUAL FOR LAUNCHED
GENERATIO INGRADIEN MEN.WE DURING
N TS WANT WORLD
OUR WAR 2
CUSTOME AND NOW
RS TO STILL
HAVE A CONTINUIN
GREAT G
EXPERIENC
E WITH
OUR
NATURAL
PRODUCTS
5 CUSTOME E- E- E- E- E- E-
R SERVICE COMMER COMMERC COMMERCE COMMER COMMERC COMMERC
CE AND E AND AND CE AND E AND E AND
DIRECTLY PREMIUM DIRECTLY PREMIUM DIRECTLY PREMIUM
FROMTHE RETAIL FROMTHE RETAIL FROM THE RETAIL
COMPANY SHOP COMPANY SHOP COMPANY STORE

16
Distribution Network
EnQ does not have any distribution network. The company distributes its product directly to
the parlour/salon through the regional office as it helps to pass the profit directly to the
parlours/salons. EnQ’s commitment to develop a success through innovation and identifying
the needs of an evolving beauty market has seen a refresh brand identity in 2018 and a
striking redefinition of our company.

Number of Parlours:
EnQ is at present working with 50 parlours in the cities, across Kolkata. EnQ's commitment
to develop a success through innovation and identifying the needs of an evolving beauty
market for parlour which has shown a refresh brand identity in 2018 and a striking
redefinition for our company.

Advertising:
EnQ advertisement is via ecommerce, social media, and while selling our product offline we
promote our brand with parlour.

Promotional Events:
EnQ have lots of events throughout the year as a example workshop, Exhibition, seminar,
participation in cultural activities, in colleges talks, speeches on women empowerment
through entrepreneurship, etc. These all creates lots of promotion and make a attraction
towards our product.

Human Empowerment program

EnQ is also doing social empowerment program in Kudumbashree at kerala. Kudumbashree is
the women empowerment and poverty eradication program, framed and enforced by the State
Poverty Eradication Mission (SPEM) of the Government of Kerala. It is helping to understand the
basic of marketing and cottage scale industry.

Future Diversification Plan:

EnQ main goal is to focus toward herbal and natural cosmetic products because it has
demand in Indian Parlour and by the side we will also focus chain salons in Kolkata.
Focusing towards for the chain retail shop in Kolkata ,districts. Planning to open the training
institutes for our technician who helps them to execute well and make our customer to
convince. EnQ will also be launching 100 brands of cosmetic products within a year, and the
main focus of EnQ is to establish 1 million entrepreneurs within 5 years.

17
 OBJECTIVES OF THE STUDY

 To get the necessary input from the market for the pre launching
purpose of a Herbal Beauty Product.


 To study the Herbal cosmetic Industry as a whole and to identity the
potential market(HAIR SERUM&BEARD OIL).



 To Analysis the Herbal cosmetic product profile of Beauty Saloon.



 To Analysis the packing and pricing position of Beauty Saloon.



 To study the media mix use by the parlour.

 To understand the Customer’s Behavior.

18
 RESEARCH METHODOLOGY

TYPE OF RESEARCH DESCRIPTIVE RESEARCH

DATA TYPE PRIMARY DATA

SAMLING SIZE 50 SURVEY

SAMPLING METHOD RANDOM SAMPLING METHOD

SAMPLING TOOL STRUCTURED QUESTIONNAIRE

ANALYSIS TECHNIQUES TABLE & PIE CHART

19
 DATA ANALYSIS AND INTERPRETATION
Saloon According to the Zone
NORTH:-
SL NO. PLACE OF NO. OF PERCENTAGE OF
SALON/PARLOUR SALON/PARLOUR SALON/PARLOUR%
1 LAKE TOWN 8 17.02
2 SALT LAKE 10 21.28
3 BAGUIATI 5 10.64
4 KESTOPUR 3 6.38
5 KAKURGACHI 5 10.64
6 DUM DUM 3 6.38
7 BARASAT 3 6.38
8 BARRAKPUR 6 12.77
9 RAJARHAT 4 8.51
TOTAL 47 100

SALON LOCATION

RAJARHAT
8.51 LAKE TOWN
(9%) 17.02
(17%)
BARRAKPUR
12.77
(13%)

BARASAT
6.38
(6%) SALT LAKE
21.28
DUM DUM (21%)
6.38
(6%)

KAKURGACHI
10.64 BAGUIATI
(11%) KESTOPUR 10.64
6.38 (11%)
(6%)

20
CENTRAL:-
SL NO. PLACE OF
SALON/PARLOUR
1 PARK CIRCUS
2 BHAWANIPUR
3 PARK STREET
4 SHAYAM BAZAR
5 SOVABAZAR
6 SEALDAH
TOTAL
NO. OF PERCENTAGE OF
SALON/PARLOUR SALON/PARLOUR%
3 15.79
4 21.05
4 21.05
2 10.53
2 10.53
4 21.05
19 100

SALON LOCATION

PARK CIRCUS
SEALDAH
15.79
21.05
(16%)
(21%)

SOVABAZAR BHAWANIPUR
10.53 21.05
(11%) (21%)

SHAYAM BAZAR
10.53
(10%)

PARK STREET
21.05
(21%)

21
SOUTH:-
SL NO. PLACE OF NO. OF PERCENTAGE OF
SALON/PARLOUR SALON/PARLOUR SALON/PARLOUR%
1 GARIA&PATULI 7 17.5
2 JADAVPUR 5 12.5
3 BAGAJATIN&GANGULY 6 15
BAGAN
4 RASHBIHARI 4 10
5 SONTOSPUR&AJOY 5 12.5
NAGAR
6 BEHALA 4 10
7 TOLLYGUNGE 3 7.5
8 GARIAHAT 3 7.5
9 NEW ALIPUR 3 7.5
TOTAL 40 100

SALON LOCATION

BEHALA
10
(13%)
GARIA&PATULI
17.5
(23%)

SONTOSPUR&AJOY
NAGAR
12.5
(16%)

JADAVPUR
12.5
(16%)
RASHBIHARI
10
(13%)
BAGAJATIN&GANG
ULY BAGAN
15
(19%)

22
REASON FOR KEEPING THE EnQ’s PRODUCT :- HAIR SEUM AND BEARD OIL

SR.NO. REASON OF NO. OF BEAUTY PERCENTAGE OF

KEEPING THE PARLOUR BEAUTY
BEAUTY REASON FOR PRODUCT
PRODUCT KEEPING THE
BEAUTY
PRODUCT
1 PRICE 10 20

2 QUALITY 20 40

3 PACKAGING 10 20

4 AVAILABILITY 10 20

TOTAL 50 100

REASON FOR KEEPING BEAUTY PRODUCT

PRICE
AVAILABILITY 20
20 (20%)
(20%)

PACKAGING
20
(20%)
QUALITY
40
(40%)

23
DATA ANALYSIS:

From the graphical representative of data we may analysis that majority for
keeping the beauty product is Quality (40%), however, vary nearer to it packaging (20%)is
most important. At last Price 20% and availability 20% in the market.

DATA Interpretation:

From the above mentioned data analysis we may interpret that Quality 40% is the
big reason to keep the product as major concentration whereas we may draw an inference that
there is minimum concentration on the availability 20% of the product in the market.
However the price 20% and Packaging 20% have significant concentration on reason of
keeping the beauty product.

24
Advertising media used by the beauty salon – Data taken from 110 salon

ADVERTISING MEDIA USED BY BEAUTY SALON

SR.NO ADVERTISEMENT NO. OF BEAUTY PERENTAGE OF

MEDIA USED PARLOUR USING THE BEAUTY PARLOUR
MEDIA USING THE MEDIA
1 SHELFING 25 50

2 BANNER 10 20

3 TSHIRTS 9 18

4 PROMOTION 6 12
PROGRAM
TOTAL 50 100

ADVERTISEMENT MEDIA USED BY BEAUTY SALON

PROMOTION
PROGRAM
12
(12%)

TSHIRTS
18
(18%)
SHELFING
50
(50%)

BANNER, 20, 20%

25
DATA ANALYSIS:

From the graphical representative of data we may analysis that majority of

advertising used by beauty salon (50%) are lying on shelfing ,however, vary nearer to it
(20%) banner. In between them they are t-shirt (18%) and promotion program (12%) for
advertising used by beauty saloon.

DATA Interpretation:

From the above mentioned data analysis we may interpret that shelfing (50%) has
major concentration of advertising of beauty salon whereas we may draw an inference that
there is minimum concentration of advertising of beauty salon of promotion program(12%) .
However, the banner(20%) and t-shirt (18%) are combineding together to significant the
advertising the beauty saloon.

26
BRAND PROMOTED BY BEAUTY SALON(HAIR SERUM)

SL NO. BRAND NO. OF SALON PERCENTAGE

PROMOTED BY USING THE USING THE
SALON BRAND BRAND

1. LOREAL 30 60

2. MATRIX 10 20

3. HABIBS 2 4

4 SCHWARZKOPF 5 10

5 SHAHNAZ HUSAIN 3 6

TOTAL 50 100

BRAND PROMOTED BY BEAUTY SALON

SCHWARZKOPF
(11%)
HABIBS
(4%)

MATRIX
(21%)
LOREAL
(64%)

27
DATA ANALYSIS:

From the graphical representative of data we may analysis that majority of

brand promotion by beauty saloon (60%) are lying with Loreal ,however, vary nearer to
it brand promotion by beauty saloon Matrix(20%) and Schwazkopf(10%). In between
them are lying brand promotion by beauty saloon of Shehnaz husain(6%) and Habibs
(4%).

DATA Interpretation: From the above mentioned data analysis we may interpret that
Loreal had (60%) of major concentration of brand promotion by beauty salon whereas we
may draw an inference that there is minimum concentration of brand promotion by beauty
saloon is Habibs (4%). However, the (20%),Matrix, Schwazkopf, (10%) and Shahnaz
Husain (6%) have a significant concentration of brand promotion by beauty salon.

28
BRAND PROMOTED BY BEAUTY SALON(BEARD OIL)

SL NO. BRAND NO. OF SALON PERCENTAGE

PROMOTED BY USING THE USING THE
SALON BRAND BRAND

1. BEARDO 30 60

2. THE MAN 10 20
COMPANY

3. WISH CARE 2 4

4 URBAN GABRU 3 6

5 BRYLCREEM 5 10

TOTAL 50 100

BRAND PROMOTED BY BEAUTY SALON

BRYLCREEM
(10%)
URBAN GABRU
(6%)
WISH CARE
(4%)

THE MAN
COMPANY BEARDO
(20%) (60%)

29
DATA ANALYSIS:

From the graphical representative of data we may analysis that majority of

brand promotion by beauty saloon (60%) are lying with Beardo ,however, vary nearer to
it brand promotion by beauty saloon The Man Company (20%) and Brylcreem (10%). In
between them are lying brand promotion by beauty saloon of Urban Gabru(6%) and
Wish Care (4%).

DATA Interpretation: From the above mentioned data analysis we may interpret that
Beardo had (60%) of major concentration of brand promotion by beauty saloon whereas
we may draw an inference that there is minimum concentration of brand promotion by
beauty saloon is Wish Care (4%). However, the The Man Company (20%),Brylcreem
(10%) and Urban Gabru (6%) have a significant concentration of brand promotion by
beauty saloon.

30
 FINDING

1. From the given study we have found that North zone has the highest number of salon
followed by south and central zone . So we have to focus majorly first in north and
south zone as it will create more awareness of our brand.

2. From the given study we have found that Quality 40% has major part for keeping in
saloon whereas we may draw an inference that there is minimum concentration on
keeping in saloon is Availability 10%. However, the Price 20% and Packaging 20%
have significant concentration for keeping product total(40%).

3. From the given study we have found that Shelfing and Banner have 70% total major
concentration for advertising whereas we may draw an inference that there is minimum
concentration of advertising by beauty saloon is in one way t-shirts and promotional,
total (30%).

4. From the given study we have found that Loreal and Matrix are in total 80% is
having a major concentration of brand promotion for saloon in Hair serum category
whereas we may draw an inference that there is minimum concentration of brand
promotion for HABIBS,SCHWARZKOPF and SHAHNAZ HUSAIN (20%).

And, in beard oil we have found that Beardo and The Man Company are in
total 80% is having a major concentration of brand promotion for salon in
Beard Oil category whereas we may draw an inference that there is minimum
concentration of brand promotion for Wish Care , Brylcreem and Urban
Gabru(20%).



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 CONCLUSION

1. It has been found that the awareness as well as detailed brand knowledge of The EnQ
Hair Serum and Beard Oil is high.
The company should adopted appropriate strategy to create brand awareness and
knowledge.

2. It has been found that potential consumers primiraly expect High margin,unique
product,company give refund policy & purchase should fulfil customers needs and wants.
The company should ensure the above.

3. It has been identified that some salons didn’t agree to accept our brand beacause of
some parlours are bound to deal with some products,product price is high,puja season is
coming so that is why they can’t take new order.

4. Among the customers at salons few agreed to buy our brand.

The prime reason why they prefer to buy our brand are good fragrance, chemical free ,
silicon free and has shiny as well as moisturizing effects.

5. The identified reason why majority respondent didn’t want to buy our brand is that it is
high price and lack of brand knowledge.

6. It has been found that while selecting a Hair Serum and Beard Oil brand customers
emphasize on its ingredients, packaging quality , price , its good and natural effects which is
harm free and which fulfill their needs and wants.
The company should strive to make its products competitive based on the above factors.

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 Limitation

1. Individual surveys are not good at following trends in real time or over short periods
of time.

2. Individual surveys generally cannot provide strong evidence of cause and effect.

3. The lack of time to carry out a survey.

4. The lack of funding necessary to carry out a survey.

5. The lower priority for carrying out a survey because of competing urgent tasks.

6. Some did not fill the questionnaire fully.

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 BIBLIOGRAPHY

 https://www.amazon.in/
 https://www.beardo.in/
 https://www.urbangabru.in/
 https://www.statista.com/topics/3137/cosmetics-industry/
 https://www.mordorintelligence.com/industry-reports/global-cosmetics-products-
market-industry

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 ANNEXURE

SURVEY REPORT( PARLOUR/SALON)

(HAIR SERUM AND BEARD OIL)

Following enquiries from the parlour:

1. Whether they had heard of this brand- (Yes/No)

2. Whether they have detail knowledge about the brand- (Yes/No)

3. Those who agreed to stock the brand, what are their expectations from the company?

4. Those who did not agree to stock the brand, what are the reasons of their non-
acceptance?

5. Which are the other brands that they stock?

6. Among the above brands, which brands are most sold ?

7. What are the different advertisement media used by the beauty salon ?

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