A REPORT

ON

MARKET STUDY OF

HAIR CARE AND SKIN CARE PRODUCTS &

POST-TRIAL STUDY OF

PAIN OIL

for

SPANDAN HEALTH CARE

98, City Center 9th Floor, Swastik Cross Road
C.G.Road, Ahmedabad 380 009

Submitted To

N.R. Institute of Business Management, Ahmedabad

Prepared By

Manish Trivedi
Batch 2003-2005
July 2004
 SPANDAN HEALTH CARE
98, City Center 9th Floor,
Swastik Cross Road, C.G.Road
Ahmedabad 380 009
Tele: (079) 822 9496 Fax: (079) 264 30 464

July 15, 2004

CERTIFICATE

This is to certify that Mr. Manish M. Trivedi, a student of Master of

Business administration at N.R. Institute of Business Management,
Ahmedabad, has successfully completed his Summer Training with us as per
following details.

The Project Assignment : 1. Market study for Hair Care and Skin Care.
2. Post-trial Study of Pain Oil
Project Place : Bangalore

Training Period : 6 Weeks from 1st June to 15th July, 2004

Training Guide : Mr. Samrat Patel

For Spandan Health Care

[ Samrat Patel ]

Acknowledgement
 Every Student owes a great deal to others and I am no exception
because learning is a process which entails give and take; exchange of
ideas and value addition through discussions.

First & Foremost, I express my gratitude to Mr. Samrat Patel -

Director, Spandan Health Care for giving me an opportunity to work
on this project in Banglore. I am thankful to Mr. Manoje Trivedi,
Marketing Consultant to Spandan Health Care who have guided and
provided me their invaluable time and significant suggestions which
have made this project a systematic and organized one.

Sincere efforts are always needed from many people to give life
to the project work and I gratefully acknowledge my debt to those who
contributed to the same, such as Mr. Dilip Shah (an energetic
stockist in Banglore) and Mr. Vyankatesh, an orderly boy at Ganesh
Hotel who gave me graphical knowledge of Banglore geography. This
project is a result of numerous important inputs from various peoples
at Banglore and Ahmedabad, without whose help this project would
not have been materialized.

I am also indebt to all my friends and colleagues who have

helped me directly or indirectly for preparing this project report.

Finally I appreciate the opportunity given to me by Spandan

Health Care to work on this project in Banglore City, Karnataka.

Manish Trivedi
Introduction to the Project
 MBA Curriculum is designed to give more practical exposure to
the student so that one can make use of theoretical knowledge in the
real life situations. With this thrust, dissertation study has been
included which provides opportunity to me to gain practical insight of
the market. This hands-on experience helps me in identifying the
critical factors of market study and consumer attitude towards the
products. This rich experience will be of great help in my future
endeavors. And it also solves the purpose for the partial fulfillment of
MBA curriculum. The Six to Eight week training at Spandan Health
Care, included a brief introduction to the cosmetics product [Hair and
Skin Category] and Pain oil products as a whole as well as introduction
to the company itself.

The other part of the training included practical exposure that

dealt with hardcore field work including a exploratory research on " A
Market Study on the Hair Care Products and Skin Products and
Post-Trial Study of Pain Oil ". For this, three structures
questionnaire were designed and a survey was undertaken of about
122 Medical / Chemist Shops and 25 Pain Oil Sample Study in the
region of Banglore City.

Once the work of data collection was completed, the next task
was that of data analysis and tabulation which required true
managerial competencies. This was done using graphical
representations in order to make it clear and easily understandable.
 Executive Summary

Hair Care and Skin Care has been a age long habit. Today, Hair
Care and Skin Care has become one of the most raging markets of all.
The Hair Care products constitutes of oiling, cleaning products and
other products such as lotion, Vitaliser, Conditioner and Gel etc.
provided by national or regional brands, private labels, and certain
loosely available products.

The hair market is very challenging and so is the study of hair

care. The Skin care product market is so much complexing and
challenging so is to study of it. This study is not related to studying the
consumer attitude towards hair care products and skin care products
or relevance of brands in purchasing either.

Objective

The prime objective is to study the present market scenario

about Hair care products and Skin care products and Post trial study of
Pain Oil product in middle-income segment consumers.

The company is having product in Hair Care category and Skin

Care category and also in process of making Pain oil product. The
company is planning to introduce or launch its products in Karnataka
state so regarding this I was assigned this job in Banglore.
Research Methodology

The research carried out exploratory and descriptive in nature.

Sample Size 122 Medical / Chemist Shops
25 Post Trial study of Pain Oil

Sampling Method Area Sampling

Sampling Tool Questionnaire

CONTENTS
Certificate
Acknowledgement
Introduction to Project
Executive Summary

Contents

Research Objective
Research Methodology
Limitations

Market Study of Hair Care and Skin Care

1. Hair Care, Skin Care and Pain Oil Findings
2. Findings : Hair Care
3. Findings : Skin Care
4. Findings : Fairness Cream
5. Findings : Pain Oil
6. Retailer's Confidence Level : All Categories
7. Retailer's Response to PACKING of our Product
8. Retailer's Response to MARKET ACCEPTANCE of our Product
9. Retailer's Response to PRICE of our Product

Post-Trial Study of Pain Oil

Brief and Introduction
Findings
Summary Findings

Concluding Suggestions
Learning

RESEARCH OBJECTIVES
The study of Hair care and Skin care market have been undertaken on
certain objectives. This is a market study regarding the retailer's
perception, views, thoughts and opinions. The study is also regarding
the product movement and position in the market. This is a qualitative
study of hair care and skin care. I have tried to study the market
movements and market share of the hair care and skin care brands or
the awareness level of the brands. I have tried to study the
penetration rate or recall rate of the brands and their average Offtake
per month from the retail outlet. My objectives of the study are divided
into the following aspects:

√ My first objective is to study the awareness level regarding the

hair care and skin care products. I have tried to measure
retailers' perception regarding hair care and skin care products.
Do they recall properly or perfectly? and How many brands ?
What is their opinion about the brands or market movements of
brands? They recalled it? I have also tried to study the
awareness level regarding Pain Oils product as such company is
interested to introduced in Karnataka.

√ My second objective is to study the Offtake per month of

particular hair care and skin care product from the chemist and
cosmetics shop.
√ My third objective is to study the market movements or what
retailers feel about skin care and pain oil brands.

√ My fourth objective is to study the retailers' opinion or response

to the company's brands i.e. VIVA Hair Vitalizer and EVITA Skin
Tonic, which company is planning to launch in Karnataka.

√ My fifth objective is to take the post-trial study of Pain Oil, which

company is planning to develop or make and launch later in
Karnataka. The Pain Oil which was earlier distributed to the
respondents and I have to study or take the feedback about how
they feel about pain oil and How do they find pain oil.

RESEARCH METHODOLOGY
Research Type

The research carried out was exploratory in nature as the purpose

was to find the awareness and retailers' opinion about Hair care and
Skin care products.

Sampling Plan for Market Study

Type of Universe - Finite (Chemist Shops & Cosmetics Shop)

Sampling Unit - Specified areas of Banglore
Source List - Random Selection
Size of Sample - 120 Shops

Sampling Plan for Post Trial Study of Pain Oil

Type of Universe - Finite (respondents who is having pain)

Sampling Unit - Specified areas of Banglore
Source List - Random Selection
Size of Sample - 12 Residents

Sampling Distribution

The sample was thoughtfully distributed to cover retailers of various

areas of Banglore. The retailers were also diversified in terms of their
shop size like Big, Medium or Small and categorized like Chemist Shop
or Chemist and General Shop.

Sampling Method
The practical motivation for selecting Area Sampling as the Sampling
Method was that there is no current and accurate list of universe
elements of Banglore City and thus, it was impossible to select
probability sample of these directly. Thus, the universe which I have
selected for my study is finite and randomly. Different areas selected
on the basis of lifestyles and income groups are as below.

Area 1 Area 2

Rajaji Nagar Sheshadri Puram

Jay Nagar Malleshwaram
Gandhi Nagar Chikpet Circle
Vijaya Nagar R.T. Street

Where Area 1 = Upper middle class and posh area

Area 2 = Middle class and City Area

Sampling Tool
The rationale for selecting Questionnaire as the tool is as under.

√ Nature and Objective of Inquiry: The nature of sampling was

Area Sampling, which required data to be statistically quantified.
Objective of the project was to conduct exploratory research.
Both of these factor lead me to the selection of questionnaire as
the sampling instrument.

√ Time Factor : Compared to other methods, Questionnaire

requires shorter duration for Data Collection. Thus I was able to
reach large number of samples making the results more reliable
and dependable.

√ Availability of Funds : Questionnaire has an advantage of low

cost even when the universe is large as compared to other
methods.

Following Facts were kept in mind while preparing the

questionnaire:

1. The questionnaire is in easy language.

2. Maximum answers of questions are in numbers and there can be
more than one answer for most of them.
3. The comments and suggestions were open-ended question so
that the respondent could elaborate upon his or her thought.
4. The size of the questionnaire in not too long. This is to make the
job feasible both for the respondent and researcher.

Analysis of Data
√ Various techniques and judgements were used to analyze the
primary and secondary data collected.

√ Tables and Descriptive Text are used for presentation of the

analyzed data in this report.

LIMITATIONS
√ As the survey was conducted only in class of few respondents
and few areas of Banglore, the findings can not be generalized to
entire Indian market and segment.

√ Limitation of sample design in terms of how area sampling units

are to be defined, how many area sampling units should be
selected at each stage, and what selection process should be
used.

√ Limitation of time that restricted the sample size to 120. As the

universe is substantially large and scattered, the sample selected
may not be representative of the same.

√ Limitation on the part of the respondent in terms of

understanding the question, answering the same, or subjective
biases

√ Limitations on the part of researchers, in preparation of

questionnaire, conducting survey and in the analysis of data.

1. HAIR CARE, SKIN CARE & PAIN OIL MARKET STUDY

FINDINGS
Spandan Health care poised to launch two of its brands, Viva Hair
Vitalizer and Evita Skin Tonic in Karnataka along with a Pain Oil
(Which is at development stage) and have decided to go for a Market
study (Retail). Bangalore was selected to carry out this study. Some
122 Chemist and General shops were contacted covering maximum
geographic spread of Bangalore City. The Retailers were asked some
Market conditions oriented questions like their Top of Mind awareness
in all these categories, then the off-take and stocking pattern etc.
More importantly all retailers were shown the Product Samples
(Viva and Evita) and were asked to give their views. Retailers
were interviewed with the help of a structured questionnaire.

Top Line Findings:

1. All 122 retailers who have responded and some others who
were still visited, sounded optimistic about coming of a new
brand in OTC (Over the counter) line, if it comes with a unique
kind of relief to consumer. ‘There are hundreds of brands in
each of the categories and we keep all of them for the sake of
our customer. But most of these brands are alike in all respect
with each other and so loose the consumer preference. This
affects the off-take in general of a particular brand. They all run
at a minimum 1-2 unit sale in a month, means nothing and can
not survive for long, ironically immediately replaced by someone
else’. So if there is a new brand with something unique and
tangible to offer, then the market will respond positive
depending then on the market promotion brand can offer.

HAIR CARE, SKIN CARE & PAIN OIL MARKET STUDY

TOP LINE FINDINGS: Continued …2
2. In Hair care category, the awareness of retailer seems just
average. This may be attributed to two of the factors. One,
There are very less number of Hair care brands (other then oils)
just few only worth naming like, Garnier, Keo-Karpin, Livon like.
Other reason, hair cares is associated largely and traditionally
with Hair Oils and Youngs have just started looking beyond oils.

3. In Skin care, the awareness opens up because of battery of

brands are there since long. Here retailers’ awareness can be
very crucial for a new entrants like us because more the
retailers’ awareness, more Push factor anticipated.

4. Awareness in pain reliever is high because of its pure medicinal

nature. There are local brands and most are selling at average
level, still enjoy retail awareness. But ironically, the higher
retailers’ awareness does not produce the required Push here for
one or other reason.

5. Availability for all these categories, is wide spread. Most brands

are available at most counters. Once again in case of Hair care,
it is comparatively low because of relatively less awareness.

6. Stocking is at par with the off-take flow. Yet it is observed that

the schemes for retailers help raising stock level. More stocking
help getting retailers push over the counter.

HAIR CARE, SKIN CARE & PAIN OIL MARKET STUDY

TOP LINE FINDINGS: Continued …3
7. Off-take in Hair care category seems lower than average. On
Probing it was found that due to lack of clear benefit to
consumers, or we can say that in absence of tangible positioning
of hair care products, the demand has not been generated to the
level of the problem intensity. Consumer is still at large when it
comes to problem of hair care, that exactly what should be used
and when and why?

8. Retailers’ confidence was probed for his attitude towards the

competitive brands. It seems very positive from the fact that in
most categories there are couple of competitive brands and all of
them enjoy equal confidence level ( see table 6). Chakola seems
to have earned a bad name and most retailers have rejected the
brand for good.

9. Importantly, on all level retailers response to our brands, VIVA

and EVITA, was found encouraging. Packing was welcomed by all
with suggestion to improve upon the bottle, more or less for
both the brands.

10. About market conditions and the acceptance of our brands, a

good number of retailers ( 45% in Viva and 30% in Evita) vouch
for a good run. Negative response was very minimal at 10 to
15%. The Advertisement and promotional efforts are key factors
for smooth run of these brands, was voiced by majority of
retailers.

HAIR CARE, SKIN CARE & PAIN OIL MARKET STUDY

TOP LINE FINDINGS: Continued …4
11. Yet with all the good things one cautious line was added is that
in the initial phase of run, brands will have less off-take as many
other brands too suffers from the lower off-take level. In case of
Evita, season (winter) may provide booster. Still on longer run
once the brand is perceived and accepted for its unique qualities,
then off-take will be improved. Livon and Fair & lovely Gel they
give the instance. Both of them had a low off-take in the initial
phase and were improved once their usage was maturely
perceived by users.

12. 68% for Viva and 80% for Evita, retailers feel the Price at Rs. 54
is OK and should not be any deterrent. Still there are good 33%
in Viva and 20% in Evita feel that the Price is bit high for initial
trial purchase.
2. FINDINGS : HAIR CARE (No Hair Oils)

A. Retail Awareness (Hair Care)

Base: 122 Shops

RETAIL AWARENESS
BRRANDS (Top Recall Rate) In %
Shops
LIVON 56 46 %
KEO KARPIN 32 27 %
ANOOP 54 44 %
ARNIKA PLUS 34 28 %
MINTOPE 32 26 %
KERATEX 14 11 %
TOPGAIN 6 5%

2. FINDINGS : HAIR CARE (No Hair Oils)

 B. Retail Availability (Hair Care)

Base: 122 Shops

RETAIL AVAILABILTY
BRRANDS In %
(Shops)
LIVON 72 59 %
KEO KARPIN 52 43 %
ANOOP 80 66 %
ARNIKA PLUS 40 33 %
MINTOPE 40 33 %
KERATEX 19 16 %
TOPGAIN 18 15 %

2. OFFTAKE AND STOCKING PATTEREN OF BRANDS

C. Hair Care [ No Hair Oils ]

 Base: 122 Shops

No. of Retailers Average Monthly Stock at a

BRRANDS
(Shops) Offtake Time
LIVON 56 3 6 (scheme)
KEO KARPEN 56 2 3
ANOOP 54 3 12 (scheme)
ARNIKA PLUS 34 2 6
MINTOPE 32 3 2-3
KERATEX 14 3 2-3
TOPGAIN 6 3 8 (scheme)

1. Offtake and Stock go hand in hand, yet a good scheme induce

retailer to stock in dozen.
2. Livon and Anoop are two brands have some fair movements.
3. Retailer Push is not much evident.

3. FINDINGS : SKIN CARE (Excluding Fairness

Cream)

A. Retail Awareness ( Skin Care )

 Base: 122 Shops

RETAIL AWARENESS
BRRANDS (Top Recall Rate) In %
Shops
LAKME 92 75 %
PONDS 60 49 %
GARNIER 46 38 %
HIMALAYA 34 28 %
AYUR 10 8 %
CHAKOLAS 2 2 %
FAIR & LOVELY GEL 20 16 %
BRIHANS GEL 16 13 %

3. FINDINGS : SKIN CARE ( Excluding Fairness

Cream )

B. Retail Availability ( Skin Care )

Base: 122 Shops

 RETAIL AVAILABILTY
BRRANDS In %
(Shops)
LAKME 118 97 %
PONDS 102 84%
GARNIER 90 74 %
HIMALAYA 90 74 %
AYUR 52 43 %
CHAKOLAS 24 20 %
FAIR & LOVELY GEL 122 100 %
BRIHANS GEL 48 39 %

3. OFFTAKE AND STOCKING PATTERN OF BRANDS

C. Skin Care Products ( Except Fairness Cream )

Base: 122 Shops

No. of Retailers Average Monthly Stock at a

BRRANDS
(Shops) Offtake Time
LAKME 92 18-20 10-12
PONDS 60 15-18 10-12
GARNIER 46 20 10-12
 HIMALAYA 34 8-10 24 (scheme)
AYUR 10 8-10 24 (scheme)
CHAKOLAS 2 1 Old Stock
FAIR & LOVELY GE 20 25-30 24
BRIHANS GEL 16 5 6

1. Fast moving brand are stocked in 1 dozen at time and stock

updated weekly or twice a month.
2. New introduction needs schemes to make stock.

4. FINDINGS : FAIRNESS CREAM

A. Retail Awareness (Fairness Cream)

Base: 122 Shops

RETAIL AWARENESS
BRRANDS In %
(Shops)
FAIR & LOVELY 120 98 %
FAIREVER 120 98 %
EMAMI 12 10 %
VICCO 10 8 %
 HIMALAYA 4 3 %
BOROPLUS 4 3 %
NATURALLY FAIR 4 3 %
TOUCH & GLOW 4 3 %

4. FINDINGS : FAIRNESS CREAM

B. Retail Availability (Fairness Cream)

Base: 122 Shops

RETAIL AVAILABILITY
BRRANDS In %
(Shops)
FAIR & LOVELY 122 100 %
FAIREVER 122 100 %
EMAMI 55 45 %
VICCO 56 46 %
HIMALAYA 60 49 %
BOROPLUS 50 41 %
NATURALLY FAIR 30 25 %
 TOUCH & GLOW 16 13 %

4. OFFTAKE AND STOCKING PATTERN OF BRANDS

C. FAIRNESS CREAM

Base: 122 Shops

No. of Retailers Average Monthly Stock at a

BRRANDS
(Shops) Offtake Time
FAIR & LOVELY 120 3-4 DOZEN 2DOZEN
FAIREVER 120 2-3 DOZEN 2DOZEN
EMAMI 12 12 TO 15 2doz (S)
VICCO 10 10 TO 12 1DOZ
HIMALAYA 4 4-5 6
BOROPLUS 4 6-8 2 DOZEN
NATURALLY FAIR 4 2-3 3
TOUCH & GLOW 4 1-2 3
5. FINDINGS : PAIN OIL

A. Retail Awareness (Pain Oils)

Base: 122 Shops

RETAIL AWARENESS
BRRANDS In %
(Shops)
MAYOVEDIC 84 69 %
MAYOSTOL 58 48 %
ORTHOFEET 40 66 %
PUTHIR THAILEM 26 43 %
FRANCH OIL 22 18 %
OTHERS 16 13 %
5. FINDINGS : PAIN OIL

B. Retail Availability (Pain Oils)

Base: 122 Shops

RETAIL AVAILABILITY
BRRANDS In %
(Shops)
MAYOVEDIC 102 84 %
MAYOSTOL 102 84 %
ORTHOFEET 90 74 %
PUTHIR THAILEM 67 55 %
FRANCH OIL 90 74 %
OTHERS - -

√ Availability of Pain Oil is wide spread even though Offtake is not

high.
5. OFFTAKE AND STOCKING PATTERN OF BRANDS

C. PAIN OIL

Base: 122 Shops

No. of Retailers Average Monthly Stock at a

BRRANDS
(Shops) Offtake Time
MAYOVEDIC 84 10-15 3-6 ( S )
MAYOSTOL 58 10-15 3-6 ( S )
ORTHOFEET 40 8-10 3-6 ( S )
PUTHIR THAILEM 26 4-5 3(S)
FRANCH OIL 22 4-5 3(S)
OTHERS 16 1-2 Per Brand 1-2 Per Bran

√ Unlike other categories in pain oil, schemes are not much

popular.
√ Despite of schemes run by almost all brands, the stocking is
minimum at par with Offtake.
6. RETAILER'S CONFIDENCE LEVEL :
ALL CATEGORIES

Base: 122 Shops

AVAILABILIITY
VERY
BRRANDS IN RETAIL SHOP GOOD OK
GOOD
(BASE)
FAIR & LOVELY 120 58 % 32 % 10 %
FAIREVER 120 38 % 47 % 15 %
NO NO NO
CHAKOLAS 60
SALE SALE SALE
MAYOVEDIC PAIN OIL 90 29 % 44 % 27 %
MAYOSTOL PAIN OIL 85 27 % 41 % 32 %
HEAD & SHOULDER 120 33 % 54 % 13 %
CLINIK PLUS 120 29 % 63 % 8%
NYLE HERBAL SHAMPOO 75 13 % 47 % 40 %
HIMALAYA SHAMPOO 60 13 % 27 % 60 %
7. RETAILERS RESPONSE TO PACKING OF OUR
PRODUCT

A. VIVA Hair Vitalizer

BASE: 120 RETAILERS
No. of
VIVA HAIR VITALIZER In %
Respondents
Outer Packing is Good 72 60 %
Needs Improvements 24 20 %
Bottle is not OK 60 50 %
Packing is Dull (Not Attractive) 24 20 %

B. EVITA Skin Tonic

BASE: 120 RETAILERS

No. of
EVITA SKIN TONIC In %
Respondents
Outer Packing is Good 60 50 %
Needs Improvements 36 30 %
Bottle is not OK 62 52 %
Packing is Dull (Not Attractive) 36 30 %
8. RETAILER'S RESPONSE TO MARKET ACCEPTANCE
OF OUR PRODUCT

A. VIVA Hair Vitalizer

BASE: 120 SHOPS

VIVA HAIR VITALIZER No. of Shops In %
Will have good acceptance
54 45 %
( Demand is good for such product )
Competition is Strong
66 55 %
( High Promotion Required )
Consumer Awareness Needed 60 50 %
Offtake Flow will be slow 24 20 %
Acceptance will be OK
30 25 %
( Retail Push / Margin Needed )
Product will not Run Smooth 12 10 %
8. RETAILER'S RESPONSE TO MARKET ACCEPTANCE
OF OUR PRODUCT

B. EVITA Skin Tonic

BASE: 120 SHOPS

EVITA SKIN TONIC No. of Shops In %
Will have good acceptance
36 30 %
( Demand is good for such product )
Competition is Strong
72 60 %
( High Promotion Required )
Consumer Awareness Needed 72 60 %
Offtake Flow will be slow 30 25 %
Acceptance will be OK
24 20 %
( Retail Push / Margin Needed )
Product will not Run Smooth 18 15 %

9. RETAILER'S RESPONSE TO PRICE OF OUR

PRODUCTS
 A. VIVA Hair Vitalizer
BASE: 120 RETAILERS
No. of
VIVA HAIR VITALIZER In %
Respondents
Appropriate OK 80 68 %
Price is High 18 15 %
Price should be Around 40 Rs. 22 18 %

B. EVITA Skin Tonic

BASE: 120 RETAILERS
No. of
EVITA SKIN TONIC In %
Respondents
Appropriate OK 96 80 %
Price is High 12 10 %
Price should be Around 40 Rs. 12 10 %
 POST-TRIAL STUDY
PAIN OIL

POST-TRIAL STUDY: PAIN OIL

Brief & Introduction

Spandan Health Care, an Ahmedabad based Consumer Pharma

Company is developing a Pain Oil and wanted to obtain first hand
opinion from the users about the Product and mix. The company has
already planned to launch two of its brands in Karnataka Market. So
they wished the Pain Oil to be tested there and then launched
accordingly.

A Post-trial Study was conducted in Bangalore. 25 units (Bottles) of

Pain oil were given to the Bangalore families from cross section of
society, ranging from Malleshwaram (Middle Class) to Gandhinagar &
kumar Park like Posh areas.

A week later, all the 25 families were re-visited to get their views.
Some 7 families were dropped out as they have not used or were not
present. From rest 18 families, some 30 persons have used the pain
Oil. We have not mentioned the indication as where to apply this pain
oil per design to find out their off-hand use pattern. Almost equal
number of Male and Female users has contributed to the study. There
were 16 Female and 14 Male users.

All these 30 Users were asked about their views with the help of a
structured questionnaire. The findings are:

FINDINGS

1. BREAK UP OF PAIN OIL USERS [In Age]

Respondents: 30
 Age Group Male Female

< 40 - 45 Years 3 3

46 - 50 Years 4 6

51 - 55 Years 4 3

56 - 60 Years 2 3

> 60 Years 1 1

14 16

2. On what ailment did they use Pain Oil ? ( The Application )

alinement No. of Users

On Knee Problem 10
On Feet / Leg Problem 5
 On Knee + Back Problem 7
On Back Pain 5
On Shoulder Problem 2
For Headache Purpose 1

3. On which Time did they used Pain Oil

No. of Respondents
At Bed Time 17
At Morning and Bed Time 8
At Noon and Bed Time 5

4. How did they Find our Pain Oil ?

No. of Users
It gives Very Good Relief 10
It gives Warmth & Relief 7
It gives some Relief 3
 Gives no Result 5
It's not Burning ( No Relief ) 5

5. Normally what did they Used instead of our Pain Oil ?

Product No. of Users

Amruntanjan Balm 7
Moov 6
Shek of Hot Water 3
Pain Killer Tablets 4
Puthir Thailem Pain Oil 3
Other Pain Oil 5
Mayovedic 2

6. Comparison between our Pain Oil and their regular used

brand

No. of Respondents

Not as good as Compared to Balm / Moov / Tablets 8

 Better than Balm/Moov etc. 4
Better than Other Pain Oil 6
Same as Other Pain Oil 4
Our Pain Oil is mild and needed to be strong 5
Take Time for Relief 3

7. What they look forward to in our Pain Oil ?

No. of Respondents
It is all OK 8
Need more Burning 8
Need Better Smell 6
Need Better Packing 1
Need Quick Relief 7

8. How did they find Pain Oil's Appearance and Smell ?

No. of Respondents
Smell is good 16
Smell is Same ( No Difference) like Balm 7
Smell is not Good 7
9. Will they Prefer to Purchase ?

No. of Respondents
Yes 14
Will Decide 8
No 8

10. At what Price Range they would like to Buy our Pain Oil ?

PRICE No. of Respondents

Less than Rs. 20 6
Rs. 21 - Rs. 30 11
Rs. 31 - Rs. 40 9
More than Rs. 40 4

POST-TRIAL STUDY: PAIN OIL

SUMMARY FINDINGS:

Pain Oil samples were given to 25 families in Bangalore. 30

respondents from 18 families have used it and have given their views.
Among these 30, 16 were female and 14 male.
1. Respondents were not prompted to use the Pain Oil on any
specific pain area to gain the factual usage pattern of any pain
oil. Almost 1/3rd have used it on Joint Pain (Knee) only. Joint
(knee) and Back Pain together is second most used area. Almost
75% have used the pain oil on either Knee Joint or Back or on
both together. This can be the focus area for our new pain oil.
2. Majority of the respondents use pain oil at night before retiring
to bed. This may be the reason for their opting for a milder and
soothing smell.
3. About half the respondents use Balms, Ointments and cream-gel
on Pain area. Popular are Amrutanjan and Moov. 1/3 rd use pain
oil as regular remedy. Local brand of pain oils are widely used
once they get the word of mouth credibility.
4. 2/3rd of respondents were satisfied with the given Pain Oil. Some
find it too mild (Less burning) to be effective. South Indians
seem to prefer stronger pain relievers.
5. There seems little or no shift in preference for Balm-ointment
and Pain Oil. Only few users of Balm have given positive
response to Pain Oil as against almost all pain oil users have
endorsed the given pain oil as an effective one. Here also the
strong sensation factor is evident.
POST-TRIAL STUDY: PAIN OIL

SUMMARY FINDINGS: continued … 2

6. When asked for their expectations, a good number of

respondents (25% each) said they look for stronger feeling,
better mild smell, quicker relief and warmth feeling. All,
apparent signs of a quick and strong pain relieving oil.
7. There was above average good response for accepting the given
Pain oil. Almost half of respondents were positive when asked if
they would purchase this Pain Oil ( this is not included of those
who said we will see it later like..)
8. Bangalore seems to be little conservative on Price level when it
is Pain Oil. 20% have preferred price below Rs. 20. As 37%
wants Price between Rs. 20 to 30. Only 12% were prepared to
pay a price of Rs. 40.

Thus, the overall response to the given Pain Oil was good and
welcoming. Users need somewhat stronger preparation that assures
them the relief and that too, a quick relief. It is also observed that
may be because the users are all above matured age, the price
appreciation is very conservative one.

HAIR CARE, SKIN CARE & PAIN OIL MARKET STUDY

Concluding Suggestions

While concluding the Findings, which are most self explanatory and
little require any otherwise suggestions, I may add few:
1. In hair care the market is looking forward to a dynamic and
innovative player. Real need based product is all that is needed.

2. Skin care has many matured players and season may play the
launch pad role.

3. For both the product, retailers confidence is most imp factor. So

apart from regular advertisement, some market oriented
promotions should be attained vigorously.

4. Pain Oil has a kind of local affinity and most of the brands on
regular run are local brands. There seems no national player in
this category except that Sloan’s Liniment which is at extinct
level. Still, There is always room at the top. Retailers response
and Post-trial study’s findings are all positive to make Pain
Oil available in this market with a different touch. Pain Oil also has
a low but regular off take pattern and can build its identity on a
good advertisement.

Thank You.

LEARNING

My whole project was a real exposure of the Banglore Market

which I had never been into. I had the opportunity to meet each and
every link in the big chain of market right from the Stockist,
Distributor, Retailer to End Users.
 I interacted with retailers and end users and that’s where the
real learning took place. I share their experience in the market, their
expectations from the product, from company people and above all
from the customers. During my visit to the Banglore market, I studied
how a product is placed and what is the movement of particular
product. I learned the market language. I learned how to present
myself in front of company people and market people (Retailer).

My interaction with the retailer and end user will be a life long
remembrance for me. I learn to interact with the unknown people
which helped me lot to become extrovert. I studied their behavior
regarding a product - What they think about a product, what are their
expectations, what influence their buying behavior etc.

But, above all I got an opportunity to explore or to understand

the new market of Banglore City. It was my first sole visit to Banglore
and I also learned how consumers actually act while buying any
product and which product is having major market share of its
category. It was nice opportunity of learning from the other persons
who is totally unknown to me.

APPNDIX

The questionnaire used for the purpose of survey is reproduced on the

following page for reference.
RETAIL MARKET SURVEY DLR
PROJECT CODE: TMC/SHC/Jne04

QUESTIONNAIRE FOR RETAILERS

Name of Retail Store …………………………………………… Nature………………….

Area …………………………City …………………………..…Date..…………………..
Namaste, Sir. I am from Market Research Company. We are conducting a
Retail survey. We will take just few minutes of yours. Thank you.
1. In following Categories please give us names of three brands that
sell on top.

No Category Top Selling Brands

1 Hair Vitalizer/Tonics
2 Skin Tonics/Nutrients
Pain Oils (Non-
3
Prescription)
4 Headache Tablets (*)
5 Acidity Relief
6 Fairness Creams/Oils
7 Agarbathis
8 Skin Gels

2. Please give us approx OFFTAKE and STOCK of your counter in followings:

N Off-Take Per
Category Brands Stock(Units)
o (Units) W/M
Hair
1 Vitalizer
Tonics
Skin
2
Tonics

3 Skin Gels

4 Pain Oils

Fairness
5 Creams
Oils
2.

3. Please give us your Opinion on Following Brands:

No Brands Your Opinion on Performance Off take

1 Fair & Lovely
2 Chakola Fair Oil
3 Chakola (Hair)
4 Fairever
 Pain oil
5
Agarbathis
6
Agarbathis
7
Shampoo
8
Herbal shampoo
9
Hair Product
10
Other
11
Other
12

4. These are the Two Brands a Consumer Pharma company from Gujarat will
be shortly launching in Karnataka Market. Please tell us your views On:

Packing ...............................................................................................................

Product…………………………………………………………………………………

Price…………………………………………………………………………………..

What response it can expect……………………………………………………..

5. In your views how much advertisement support and trade promotion [margins
and schemes] are good enough?

…………………………………………………………………………………….
…………………………………………………………………………………….

6. Do read any Newspapers regularly ? The language

1. …………………… …………………………
2. …………………… …………………………

7. Do you read any magazine regularly? The Language

1. …………………… ………………………….
2. ……………………. ………………………….

PRODUCT STUDY ON PAIN OIL

PROJECT CODE: TMC/SHC/6-04 Date…………………………..

Respondent’s Name……………………………………………..…..Age…..…………….
Address …………………………. …………………………………Tele …..………………
Occupation of Main WE……………………………Family Members ……………………

Namaste, Madam/Sir, I am coming from a Market Research Company. I have given

you a Pain oil Sample for you to use on all Pain. Please tell me how you have felt after
using the oil. Thank you.
 1 Who in your family has used this oil and on What Ailment ?

--------------------------------------------------------------------------------------------------
--------
…………………………………………………………………………………
………..

…………………………………………………………………………………………
…
…………………………………………………………………………………………..

How did you use this Oil ……………………………………………………..

At what time …………………………………………………………………………..

2. How do you find the Pain Oil on your Ailment?

………………………………………………………………………………….
………………………………………………………………………………….

3. What did you use normally on your Pain ? ……………………………………

4. How did you find this pain Oil compared to ………………………………….

…………………………………………………………………………………

5. What do you think is different from Balm and Oil?

……………………………………………………………………………….........
……………………………………………………………………………….........

6. How do you like Pain Oil’s appearance and the Smell?

..…………………………………………………………………………………..
…………………………………………………………………………………….

7. Would you use this oil in winter and summer alike? Why.
………………………………………………………………………………….

8. Will you prefer to buy this Pain Oil from Market? …………………………..

At What Price Range …………………………………………………………..

(2)
9. Do you use from the following? Give your small view

No Brands Use Now? Small Opinion

1 Fair & Lovely
2 Chakola Fairness Oil
3 Moov
 4 Amrutanjan/Zandu
5 Iodex
6 Pain Oil

7 Himalayas

8 Agarbathis

9 Headache Tab

10 Digene/ Gelusil
11 Shampoo

12 Skin Gel
13 Hair Oil
Other
14
Other
15

10. Do read any Newspapers regularly ? The language

1. …………………… …………………………
2. …………………… …………………………

11. Do you read any magazine regularly? The Language

3. …………………… ………………………….
4. ……………………. ………………………….

12. Which FIVE are YOUR BEST FAVORITE T.V. PROGRAMS ?

No. Name of Prog Channel Time Who watch

1
2
3
4
Thank you