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WEST BENGAL UNIVERSITY OF TECHNOLOGY

SUMMER PROJECT REPORT

Study and analysis of market potential of Glide grooming products in

the Institutional Segment of Bangalore, Karnataka

At

By

Kuldeep Sharma

With Registration No: 13600910034 of 2010-11

Army Institute of Management, Kolkata(AIMK)

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Radiohms Agencies Limited

Army Institute of Management, Kolkata

Table of Contents:

Ch. No. Topic Page No.

Acknowledgement I

Executive Summary II

1 Company Profile

1.1 Introduction1.2 About RAL

8

9

15

2 2.1 Personal grooming Industry Outlook:

2.2 SWOT ANALYSIS OF INDUSTRY:26

2.3 PEST ANALYSIS:29

2.4 PORTERS FIVE FORCES MODEL:31

14

16

19

21

3 3.1 Personal Grooming:

3.2 Reasons for Personal Grooming:

23

25

4 4.1 Introductions:

4.2 About RAL:

4.3 Swot analysis of Glide product:

4.4 Product Information:

40

52

55

59

5 5.1 Analysis Of Hotels:

5.2 Analysis Of Companies:

5.3 Analysis Of Hospitals:

67

78

84

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5.4 Hypothesis: 89

6 6.1 Key Findings:

6.2 Recommendations:

92

95

7 Conclusions 98

8 Bibliography 99

9 Annexure: Questionnaire 100

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ACKNOWLEDGEMENT

I have taken efforts in this project. However, it would not have been possible withoutthe kind support and help of many individuals and organizations. I would like to

extend my sincere thanks to all of them.

My deepest thanks to Lecturer,Prof. Malini Majumdar, the Guide of the project for

guiding and correcting various documents of mine with attention and care. She has

taken pain to go through the project and make necessary correction as and when

needed.

I am highly indebted to Mr. Nirav H. Shah,Assistant Manager-institution sales at

Nippo Batteries Co. Ltd., for his guidance and constant supervision as well as for

providing necessary information regarding the project & also for their support in

completing the project.

I would like to express my gratitude towards my parents & member of Nippo

Batteries Co. Ltd. for their kind co-operation and encouragement which help me in

completion of this project.

I would like to express my special gratitude and thanks to industry persons for giving

me such attention and time.

My thanks and appreciations also go to my colleague in developing the project and

people who have willingly helped me out with their abilities.

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Executive Summary

This report provides an analysis of potential and prospects for GLIDEgrooming products in the city of Bangalore, Karnataka.

We had collected the information from secondary sources to analyzed Indianindustry of personal grooming products for men. We studied, what are the

strengths, weakness and opportunities and threats of the industry. We have

also done PEST analysis that shows how political, economic, social,

technological factors affect the personal grooming products.

We also done the Michael porters five force analysis that helps to find outthe competitiveness of the industry.

We also collected the data from the primary source through thequestionnaire to study the potential and prospects of the Glide grooming

products in the Bangalore. We had taken sample of 100 respondents from

which 50 respondents from Pharmaceuticals companies,40 respondents from

Hotels segment and 10 from the Hospitals segment.

The report finds the prospects of the company in its current position are notpositive. As many of the respondents were unaware products of Glides.

Many respondents perceive that products come from local market so they

consider them cheap products. Therefore, the major areas of weakness

require further investigation and remedial action by management.

Recommendations discussed include:o Glides products were facing tough competition with Gillettes

products; they should do some ads to aware the end consumers about

the products.

o Respondents from institutions told that Glides products are costly.o As personal grooming products, particularly in hotel segment, were

very price sensitive, company should reduce the price to compete with

supermax and china made products.

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The report also investigates the fact that the analysis conducted haslimitations. Some of the limitations includes:

o As we are not professional researchers, there may a possibility oferrors

o In Bangalore, there are 5 GIDCs and each GIDC consists manycompanies, and we have chosen only 50 companies sample. So due to,

this ideas and views will be limited.

o We had given more focus to pharmaceutical companies for our study.o It is difficult to interpret the position of the firm in just interviewing

100 people.

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1. Introduction to theCompany

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1.1 Introductions:

Radiohms Agencies Limited (RAL) is one of the India's largest FMCG (Nippo

Batteries / Torches / Glide Shaving Products / Nuby Baby Products), Solar &

Consumer Appliances marketing Company. RAL was started in 1973. RAL has

globally been dealing with multinational companies such as Japan, Sweden, US, UK,

Germany, China for the last three decades. It also extends its services to SAARC

Countries such as Sri Lanka, Pakistan, Nepal, Bangladesh, Bhutan & Myanmar.

The Founder: Mr. Rajendra P. Khaitan

Business Verticals:

Currently the Company is into 4 categories of different brands:

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Vision:

To set new benchmarks in the FMCG / Consumer Appliances industry, by offering

world classproducts at affordable prices

Mission:

To build reputed products / brands in the Indian sub-continent by offering the best

quality product, at best prices, with deep distribution, service / marketing support and

overall value in all the segments that we represent.

NIPPO Batteries today is a household name in India. First Indian dry battery Company to have been certified with the ISO 9001 and

ISO 14000 International Standards for Quality.

NIPPO batteries are a BSE listed company with an annual turnover of Rs.350cr. & Net profit of 25 cr. in 2009 - 10. And planning for 20% growth Next FY.

NIPPO is second largest dry battery, torch and other portable energy player inIndia with 32% market share.

It is a name that stands for quality, consistency, safety and value for money.

Glide has established itself as a strong brand in the Personal Groomingproduct categories for 7 Years.

Today, Glide enjoys a 5% market share in the disposables.

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20% market share in the organized retail sector of India.

Under MITVA we are entering the solar & consumer appliances market to tapinto this new segment which is growing explosively.

MITVA means friend, companion, guide, mitra, dost, saathi, sakha, bandhu,etc.

Gradually a host of new solar as well as consumer appliances products such asgeysers, fan, heaters, water purifiers etc are being added to this basket.

Nuby, Worlds No. 1 infant care feeding and teething company has a presencein 155 countries.

With R&D being the major focus and considered as responsibility towardsmother and child with 18 patents to endorse.

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RAL has concerted its efforts on developing this product category and brand.Today it has a presence among 3000 baby shop outlets across the country with

a market share of 25%.

With its in-house brand PURPLE TURTLE designed to address infant care& baby feeding needs across the lower end price points across India.

RAL has been able to provide a quality alternative, in infant care, especially inbottles, nipples and wet wipes at very competitive prices to cater mass market in

rural.

Business Partners

Personal Grooming Portable Energy

Infant Care

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American Safety Razor Company

ASR (American Safety Razors) has been active for 134 years inmanufacturing, marketing and distribution of personal care products.

ASR deals in wet shaving razors, bladed hand tools, special industrial blades,medical scalpels, razors and blades with a turnover of $ 350 million dollars

In India and SAARC countries, these are marketed by RAL under its ownbrand name Glide.

ASR is the second largest manufacturer of shaving products in the world anddoes private labelling for Wal-Mart and all leading retail chains globally.

National Panasonic Matsushita Electric Works

NIPPO was started in collaboration with Matsushita for manufacturing anddistribution of dry cell batteries and torches under the brand name NIPPO.

Worlds largest electronic manufacturers, Matsushita has over 600 companiesunder it.

The company manufactures and markets over 15,000 products under brandssuch as Panasonic and National.

In fiscal 2010, Panasonic Electric Works Co., Ltd. posted overseas sales ofmore than 239 billion, accounting for 16.4% of consolidated net sales. As of

March 31st 2010, their workforce totalled 56, 103 employees.

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Luv n Care Ltd.

Luv n Care has been into manufacturing and selling of products (under thebrand name 'Nuby') of outstanding value and exceptional quality for almost

four decades now.

The company exports its products to 155 countries and generates 50% of itsrevenue from exports alone.

The company prides itself in being a global market leader in infant careproducts and boasts of an annual turnover of $250 million. It also has 18

patents to its credit.

Presence in I ndia

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Steps to Success:

Established in 1973, RAL made ground breaking accomplishments in the field ofsales, marketing and distribution. Our specialized and highly skilled professionals

have set high standards of service, by delivering quality products to the end consumer.

Today, we cater to more than 10,00,000+ retail & wholesale outlets across the

country, encompassing from the smallest village grocery shop to mega lifestyle chains

and hyper markets in metros.

1.2 About RAL:

Trust, the Company have earned:

Of people in India for the past 3.5 decades. Providing quality products at affordable prices. Built brands like NIPPO, one of the market leaders in the Dry Cell markets in

India. Market Share 32%.

Built brands like Nuby (Luv n Care) one of the market leaders in infantfeeding in India. Market Share 25%.

Built brands like Glide (ASR) one of the leading brands in shaving in moderntrade in India. Market share 20% in modern trade.

Building brands like MITVA.35 years of building products, brands in India and SAARC countries to keep pace

with changes in consumers lives.

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1.3 Swot analysis of Glide product:

Our Strengths:

Collaboration with International Brands - Matsushita (Japan), AmericanSafety Razors (USA), LuvnCare (USA).

Reach - more than 10 Lakh Retail Outlets covered through 3000 distributorsacross the country, covering the smallest village grocery shops to Mega

Lifestyle Chains and Hyper Markets in Metros.

Human Resources - a robust manpower of 1000 people.

ERP - an online erp connecting all our godowns with the head office to thedistributor point to gather information for effective sales, inventory planning

and execution.

RAL is known for its robust distribution & aggressive marketing strategy. We have

developed a robust manpower of 1500 field force which is directly in touch with the

market. Furthermore, we have strong logistics and IT to cater to our varied formats.

Markets forecast that the organized retail will cross 2,000 billion INR mark by 2020.

To face this challenge we have developed our credibility by breaking into the portable

energy market in the 1970s. RAL has 3000 small vans which go into the remotest

and smallest hamlets where there are no shops or retail outlets.

RAL is developing new business formats like B2B Outlets and E-Retailing. Also,

RAL offers to retailers an exhaustive range of products, backed with par excellence

logistics, displays and promotions. Importantly, it offers easy distribution of brands,

to ensure that they are on the shelves across the country, within no time.

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Weaknesses:

The main weaknesses of Glide are the lack of marketing efforts, advertising & lack ofbrand recognition. Glide, unlike its competitors, does not follow advertising. As a

result, it is not well known among the general public as well as the institutional buyers

(hotels, hospitals & corporate) whom they wish to target

Brand recognition plays a major role while any purchase decision. Therefore, as Glide

is not a well-known brand, it is facing stiff competition from those who indulge in

vigorous marketing.

OPPORTUNITIES:

The mens personal grooming market has just picked up pace in the last decade.

Therefore, it is still at its nascent stage with only a few players. Glide has a great

chance of establishing itself firmly in this industry if they utilize their resources

judiciously.

THREATS:

The major threats for Glide are obviously its competitors who are already well settled

in the market. Their stronghold in the mens grooming industry makes it tough for

Glide to cement its position. Avoiding the marketing mediums commonly used by its

competitors like Gilette & Super Max is also a threat as this leads to lower brand

recognition of Glide.

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1.4Product Information:

Shaving is an art and having the best products and resources at your fingertips is

essential. You want to do everything you can to keep your mug free of razor burn,

ingrown hairs and nicks.

RAL provides prestigious grooming products for men who are looking to upgrade

their current grooming habits. Glide is the premier brand for men seeking pristine

men's shaving products.

Proper skin care for men is an on-going issue which is often overlooked. Men'sgrooming products are quickly becoming hot commodities, and We will provide many

grooming products under Glide brand. Whether you need shaving cream, Cologne,

Foam, or a premium shaving brush, we have all the products you need to keep your

face looking sharp

Company is producing 3 types of razors:

1. System razors2. Disposable razors3. Female razors

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System Razors:

Features:

Five blades for more comfort Vitamin E and Aloe lubricating strip Trimmer blade for hard to shave area

Ti- flex system razor:

Features:

Three blades for close shave in onestroke

Brushed Steel and Rubber handle forsuperior grip

Glide strike 2 system razor:

Features:

Twin blade Super smooth shave

Matix system razor:

Features:

Anti-drag blades with Titaniumcoating for super close, super smooth

shave

Vitamin E and Aloe lubricating strip

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Glide speed 3 dispodable razor:

Features:

Three Blade / Safety Cap / Lubricating Strip/

Pivoting Head

Glide pace disposable razors:

Features:Twin Blade / Safety Cap / Long Handle

Glide Ultra Plus Razor

Features:

Twin Blade / Safety Cap / Lubricating Stripe/

Long Handle / swivel Head /Rubber grip

Glide shaving cream:

Features:

Rich moisturizing foam for closer and smoothshave/Good lubricating quality gives superiorgliding action

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After Shave Lotion

Features:Blended with masculine fragrance enrichedwith Aloe Vera and Vitamin E to tone yourskin, giving a long lasting feeling of freshness

Shaving brush:

Features:Anti Fungal

Shaving Foam:

Features:Enriched with Vitamin E for refreshing,comfortable and quick shave.

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1.5PEST ANALYSIS:

Political:

The Governments continued focus on liberalization; trade friendly policies and

improvement in infrastructure have resulted in a steady inflow of global investments

into the Indian market. This, in turn, has translated into immense employment

opportunities and a sustained economic boom. The disposable income has gone up

and as a result people working in old manufacturing sector as well as new emerging

sectors such as BPOs, IT, ITES, retail etc. are open to invest in their grooming needs.

Due to this reason demand of personal grooming products will increases largely.

Economic:

Organized retailing continues to make progress in India and we expect it to continue

to strengthen in years to come, which in turn will benefit your Company.

Inflation affects to the industry of personal grooming products as market is largely

price driven as consumers do not perceive any benefit in paying incremental price for

a quality product.

Rise in fuel prices also affects the industry. It will increase the transportation cost of

gatting raw material to reaching the final products to the customers. It will increase

the cost of products which may decrease the demand.

Social:

Cable television and Internet has penetrated in to the smallest of Indian towns and has

taken with it awareness of latest lifestyle trends and brands, which have become an

aspiration for many consumers.

And due to rise in disposable income of people they desire to upgrade their lifestyle

though owning and using better quality products.

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Technological:

Technology plays very important role in today modern era. Without technology we

cannot survive.

Technology helps to produce better quality product and it also helps to reduce the

cost of production

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1.6 PORTERS FIVE FORCES MODEL:

Porters 5 forces model is one of the most recognized framework for the

analysis of business strategy. Porter, the guru of modern day business strategy, used

theoretical frameworks derived from Industrial Organization (IO) economics to derive

five forces which determine the competitive intensity and therefore attractiveness of a

market. This theoretical framework, based on 5 forces, describes the attributes of an

attractive industry and thus suggests when opportunities will be greater, and threats

less, in these of industries.

Attractiveness in this context refers to the overall industry profitability and

also reflects upon the profitability of the firm under analysis. An unattractive

industry is one where the combination of forces acts to drive down overall

profitability. A very unattractive industry would be one approaching pure

competition, from the perspective of pure industrial economics theory.

Despite its limitations in the technology enabled business era, Porters 5 forces

model is still the leading framework for the analysis of industry attractiveness. The

limitations of the Porters 5 forces model induced the introduction of the 6th Force,

namely the complementors.

This model comprises of an analysis dependent on 4 entities external to the

firm and the fifth force: the Industry structure. These forces are defined as follows:

The threat of the entry of new competitors

1. The intensity of competitive rivalry2. The threat of substitute products or services3. The bargaining power of customers4. The bargaining power of suppliers

A detailed explanation of what these forces comprise of is provided in the

diagrammatic representation of these 5 forces next.

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2. The Project

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RESEARCH METHODOLOGY AND OBJECTIVES

RESEARCH OBJECTIVES:

To study the potential of GLIDE grooming products at institutional segment of Bangalore,Karnataka

To Find out potential customers for trade and cross promotion To find out how many people are aware about Glide grooming Products

.

RESEARCH METHODOLOGY:

Research Methodology is a way to systematically solve the research problem. The Research Methodology

includes the various methods and techniques for conducting a Research.There are various types of

researches based upon the studies conducted and the purposes of the study. These types are enlisted

below:

Pure research Applied research Descriptive research Analytical research Conceptual research

Out of various research methods, the research method which was most suitable to my research was

Descriptive Research. It aims at fact finding and more often it is based on survey. It is intended to find

answers for questions like why, who, whom, where, what and how much of the research topic.

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RESEARCH APPROACH:

There are two basic approaches.

Quantitative Approach: It involves the generation of data in quantitative form which can besubjected to rigorous quantitative analysis in a formal or rigid fashion.

Qualitative Approach: It is concerned with subjective assessment of attitudes and behavior.Here for this research purpose, we have used both the approaches.

RESEARCH DESIGN:

Research Design: - Descriptive Research Sample Size: - 100 (Hospitals, Hotels and Institutions) Sampling Plan: -Convenient Sampling

STEPS IN MARKET RESEARCH:

1.

Planning and Research.a) Defining the problem

b) Sampling the plan.c) Preparing questionnaire.d) Deciding the area of research

2. Field Work.a) Asking question to sample selected.

b) Data collection.3. Planning Report.

a) Analyzing the data collected.b) Report preparation.

SURVEY PROCESS:

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During the Internship I visited Hotels, Hospitals, Institutions and met their Purchase managers /Marketing

managers. I prepared structured questionnaire for collecting the information from the Hotels, Hospital and

Institutions separately.

I collected information about GLIDE grooming products from various purchase and marketing managers,

whether they were aware of our products, in future they willingly use our products, whats the reason not

using our products and also had taken feedback of GLIDE products.

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SAMPLING PROCESS:

It is true that its very difficult to do the research with the whole universe. As we know that it is not

feasible to go for population survey because of the numerous Hotels, Institutions and Hospitals. So for

this purpose sample size has to be determined well in advance and selection of sample also must bescientific so that it represents the whole universe.

So far as this research is concerned, due to time constraint the sample size taken is of 100 respondents of

Ahmadabad city.

SAMPLING DESIGN:

Mode of data collection:

A structured questionnaire was used as an instrument in gathering the required information from various

Institutions.

Sample Universe Bangalore city

Type of Sampling Convenience Sampling

Sample size 100 respondents

Research Instrument A structured questionnaire

Benefits of the Study:

Benefits to the Company:

1) They will get information about the market2) They will get the information about the customers preference3) It helps them to get the feedback from the customers4) It helps them to know the market demand of their products

Benefits to the Student:

1) To learn practical knowledge2) To gain industry exposure3) To learn how to initiate talk4) It helps students to update with the latest trends prevailing in the markets

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Limitations of Market Research:

1) As we are not professional researchers, there may a possibility of errors2) In Bangalore, there are 5 GIDCs and each GIDC contains many companies, but we have

chosen only 50 companies. So due to this ideas and views will be limited.

3) We had given more focus to pharmaceutical companies for our study.4) It is difficult to interpret the position of the firm in just interviewing 200 people.

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3.Collection and Analysis of

Data

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3.1 DATA COLLECTION

Once the research design is ready, finalised and approved, the researcher is to embark upon the vital task

of data collection. A comprehensive research study requires both primary and secondary data.

Primary data is one which is originally collected by the researchers based on sampling. Collection of

primary data is time and money consuming affair. It may be collected by survey, observation or

experimentation or any possible combination suitable to the firm and the researcher. It is an unpublished,

but latest and relevant to the problem and most accurate. The sources may be consumers, salesmen, sales-

records and so on.

On the other hand, Secondary data is both published and unpublished information which is readily

available with external parties. Such information may not be latest but unbiased and, therefore, accurate

and reliable. It cost less in terms of money and time. The sources of secondary data are: published surveys

of markets-government publications-government reports-publications of research organisations-

publications of traded associations and chambers of commerce-general and special libraries-internal

sources such as purchase sales records reports and other records of firms.

DATA SOURCES:

Primary sources: Information which is generated the first time and is fresh is called primary data.

Primary Source:

Questionnaire Interviews Observations

Secondary Sources:

This has previously already being gathered and is available. It can be generated by internal sources

(within the firm) or by external sources

Reference books Journals Industry publication News papers Websites

This study is carried out based on both primary and secondary data. Primary data is collected by

collecting information from the target audience. The secondary data is collected using internet, company

website and different reference books.

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3.2 Data Analysis

3.2.1 ANAYLSIS FOR HOTELS:

1.Do you provide shaving kit in your hotel?

From the above graph we can come to know that more than 50% hotels provide razors in theirhotels.

From above graph we can say that there is demand of disposable razors in the hotels.

2.Which of the following brands ofshaving razors are you aware of?

Seeing above graph we can say that 100% people aware about Gillette razors and around 27.5%people aware of both Glide and Supermax razors.

From above we can say that Gillette is market leader and well know brand in the market as well.

3.Which company's shaving razors and gel/cream you are currentlyproviding?

0

5

10

15

20

25

Yes No

2119

No. of Hotels

40

11

11

0

29

29

0 10 20 30 40 50

Gillete

Glide

Supermax

No

Yes

Option Total %

Yes 21 52.5

No 19 47.5

Total 40 100

Option Yes No

Gillette 40 0

Glide 11 29

Supermax 11 29

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From the above graph we can say that out of 21 hotels who provide razors in the hotel 65% hotels provide Gillette's razor and 25% hotels provide Supermax razor and

10% provide china made razor. And none of the hotels provide Glide razor

4.What attributes attract you to buy above selected brand?

To seeing to the above graph we can say that design and packaging and price is the mostimportant factor.

3rd most important factor is durability, 4th come fragrance and lastantiseptic attribute.

13

0

5

2

0 5 10 15

Gillete

Glide

Supermax

None

Yes

9

2

17

16

2

0 5 10 15 20

Durability

Antiseptic attribute

Design & Packaging

Price

Fragrance

Yes

Option Total %

Gillette 13 65

Glide 0 0

Supermax 5 25

None 2 10

Total 20 100

Option Total %

Durability 9 19.57

Antiseptic

attribute2 04.35

Design &

Packaging

17 36.96

Price 16 34.78

Fragrance 2 04.35

Total 46 100.00

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5.From where do you purchase shaving products?

From the above drawn chart we can say that out of 21hotel who provide razors, 85.71% hotels purchase the

products from wholesalers 9.52% hotels purchase the products from manufacture 4.76% hotels purchase the products from Retailers.

6.How many shaving products do you require monthly?

From above drawn chart we can say that 76.19% hotels monthly requirement falls below 500 orless category.

Then 23.81% hotels monthly requirement falls between 5001000 category.

0

5

10

15

20

20

18

1 Total

0

2

4

6

8

10

12

14

16

16

5

0 0 0 0

Total

Options Total %

Manufacturer 2 9.52

SuperMarket 0 0.00

Wholesaler 18 85.71

Retailer 1 4.76

Total 21 100.00

Options Total %

500 or less 16 76.19

500-1000 5 23.81

1000-1500 0 0.00

1500-2000 0 0.00

2000-2500 0 0.00

2500 or more 0 0.00

Total 21 100.00

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7.Are you willing to switch your brand in future?

From above graph we can say thatalmost 57.14% respondent didnt want to switch to the otherbrands products

And 42.86% respondents wanted to shift to the other brands products

8.What are the reasons for which you would like to change your brand?

From the above graph we can say that Discount offer and price are the key factor to change brandfrom one to other and,

Then design and packaging 23.57%, after that supply of product, fragrance, antiseptic attribute5.88%, 3.92%, 3.92% respectively.

0

2

4

6

8

10

12

Yes No

9

12

Total

2

12

2

3

11

14

7

0 5 10 15

Durability

Price

Antiseptic attribute

Fragrance

Design & Packaging

Discount Offer

Supply of the Product

yes

Options Total %

Yes 9 42.86

No 12 57.14

Total 21 100.00

Options yes %

Durability 2 3.92

Price 12 23.53

Antiseptic attribute 2 3.92

Fragrance 3 5.88

Design & Packaging 11 21.57

Discount Offer 14 27.45

Supply of the

Product 7 13.73

Total 51 100

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9.Are you planning to give shaving products to the customers coming inyour Hotel?

From the above graph we can say that 23.81% Hotels who were not providing shaving products inthe hotel are ready to provide razors in the hotel

And 66.67% hotels didnt want to provide shaving products in the hotel

10. What features do you look for in a shaving product?Brand Yes %

Durability 6 9.38

Price 19 29.69

Design & Packaging 18 28.13

Discount Offer 15 23.44

Supply Of the Product 6 9.38

Total 64 100.00

0

2

4

6

8

10

12

14

Yes No

5

14

No of Respondents

Option

No of

Respondents %

Yes 5 23.81

No 14 66.67

Total 21 100.00

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From the above graph we can say that 29.69% respondents told price is key attribute of shavingproducts.

28.13% respondents told that design and packaging is an important attribute of shaving products. 23.44% respondents told that discount offer is an important attribute of shaving products. 9.38% respondents told that both durability and supply of product are an important attribute of

shaving products.

6

19

18

15

6

0 2 4 6 8 10 12 14 16 18 20

Durability

Price

Design & Packaging

Discount Offer

Supply Of the Product

Yes

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3.2.2 ANAYLSIS OF COMPANIES:

1.Do you provide gifts in your institute?

From the above graph we can say that 56% of Institutions were giving gifts And 44% of Institutions were not giving gifts.2.To whom do you give gifts?

Seeing the above drawn graph we can say that 78.57% respondents told that they are giving giftsto the doctors.

14.29% respondents told that they were giving gifts to the retailers. 7.14% respondents were giving gifts to the wholesalers.

0

5

10

15

20

25

30

Yes No

Total

0

5

10

15

20

25

Total

Options Total %

Yes 28 56

No 22 44

Total 50 100

Options Total %

Employees 0 0

Doctors 22 78.57

Retailers 4 14.29

Wholesaler Clients 2 7.14

Total 28 100

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3.How many times do you provide gifts in a year?

From above graph we can say that 35.71% respondents were giving gifts half yearly 32.14% respondents told that they were giving gifts yearly 28.57% respondents told that they were giving gifts quarterly 3.57% respondents told that they were giving gifts monthly.

4.Have you ever given shaving kit as a gift?

From above graph we can say that 100% respondents didnt provide shaving kit as gift to thedoctors, retailers, wholesalers, employees.

0

1

2

3

4

5

6

7

8

9

10

Monthly Quarterly Half Yearly Yearly

Total

0

5

10

15

20

25

30

Yes No

Total

Options Total %

Monthly 1 3.57

Quarterly 8 28.57

Half

Yearly 10 35.71

Yearly 9 32.14

Total 28 100

Options Total

Yes 0

No 28

Total 100

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5.Would you like to give shaving kit as gift?

From the above drawn chart we can say that 71.43% respondents prefer to give shaving kit as gift 28.57% respondents were told that they didnt want to give shaving kit as gift.

6. If previous questions answer is yes, which company's shaving kit willyou prefer?

From the above drawn graph we can say that 64.28% respondents prefer to give gifts of GILDEsshaving kit

35.71% respondents prefer to give gifts of GILLETTEs shaving kit.

0

5

10

15

20

Yes No

Total

0

2

4

6

8

10

12

14

Gillette Glide Supermax other

Total

Options Total %

Yes 20 71.43

No 8 28.57

Total 28 100

Options Total %

Gillette 5 35.71

Glide 9 64.28

Supermax 0 0

other 0 0

Total 14 100

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3.2.3 ANALYSIS OF HOSIPTALS:

1.Do you use razors for surgical purpose?

From the above graph we can say that 70% hospitals were using razor for surgical purpose And 30% hospital were not using razor for surgical purpose.

2.Which company's razor do you use?

From the above diagram we can say that 57.14% respondents told that they were using Gillettesrazor

28.57% respondents told that they were using gallant razor 14.29% respondents were using other razor.

0

1

2

3

4

5

6

7

Yes No

Total

0

0.5

1

1.5

2

2.5

3

3.5

4

Gallant Glide Gillette others

Total

Options Total %

Yes 7 70

No 3 30

Total 10 100

Options Total %

Gallant 2 28.57

Glide 0 0.00

Gillette 4 57.14

others 1 14.29

Total 7 100.00

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3.From where do you purchase surgical razors?

From the above graph we can say that 42.86% respondents told they were purchasing the razorform retailers

28.57% respondents were purchasing from both institutional suppliers and wholesalers.

4.How many razors do you require in a month?

From the above graph we can say that 4 hospitals requirement of surgical razors are 10 or less permonth and

3 hospitals requirements were between 10to20.

0

0.5

1

1.5

2

2.5

3

Total

0

0.5

1

1.5

2

2.5

3

3.5

4

10 or less 10 to 20 20 to 30 30 or more

Total

Options Total %

Manufacturer 0 0.00

Institutional

Supplier 2 28.57

Wholesaler 2 28.57

Retailer 3 42.86

Total 7 100.00

Options Total %

10 or less 4 57.14

10 to 20 3 42.86

20 to 30 0 0.00

30 or more 0 0.00

Total 7 100.00

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5.Would you like to use GLIDE surgical razors?

From the above graph we can say that out of 7 Hospitals, who were using razor, 5 were interested to useGLIDE surgical razors and 2 were not interested.

0

1

2

3

4

5

Yes No

Total

Options Total %

Yes 5 71.43

No 2 28.57

Total 7 100.00

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4.Findings &

Recommendations

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4.1 Key Findings:

The study and analysis has shown the potentials of Glide grooming products in Bangalore.

We come to know that only 52.5% Hotels in Bangalore provides shaving kit in their hotels

We come to know that Gillette is the dominant player in personal grooming mens segment.

All respondent had heard the name of Gillette and well aware of the brand.But only few respondents were aware of Glide and supermax brand.

Almost more than 50% of Hotels were providing Gillettes shaving kit.And around 23% hotels provide supermaxs shaving kit and 10% hotels were providing china

made razors. Not a single hotels provides Glides shaving kit

Hotels didnt provide shaving kit of Glide because for 2 and 3 star hotels the price is big issue andfor 5 star hotels they always purchase good brands products like Gillette.

Design and packaging of shaving kit and price place very important role of buying decision ofpurchase managers. Then comes durability and antiseptic attribute

We find that approximately 85% Hotels purchase the shaving kit from wholesalers and around10% hotels purchase from institutional suppliers and around 5% hotels purchase from retailers.

76.19% hotels requirements were less than 500 shaving razors and cream/gel.

Around 23.8% hotels requirement were between 500 to 1000 shaving razor and cream/gel

Around 57.14% hotels were satisfied with existing brand and not interested to switch to the otherbrand. And 42.82% hotels were not satisfied with existing brand and wanted to switch another

brand.

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The most important reason of shifting from one brand to other, I found was, discount offer. Thencomes price, design and packaging, supply of product, fragrance , durability and finally antiseptic

attribute.

If found from the survey that23.81% of hotel who didnt provide shaving kit in their hotel wereready to provide shaving kit in the hotel. This shows good opportunity of Glide products to grasp.

From the study I came to know that price, discount offer, design and packaging plays veryimportant role of purchasing the shaving kit. After that comes supply of products, durability,

fragrance and antiseptic attribute

In institution segment, particularly pharmaceuticals segment, approximately 56% companiesprovide gifts to the doctors, wholesaler and retailers and 44% companies didnt provide gifts to

them.

From the 56% companies who were giving gifts, 78.57% companies were giving gifts to thedoctors, 14.29% were giving gifts to the retailers and 7.14% were giving to the wholesalers.

Pharmaceuticals companies were giving gifts on the monthly, quarterly, half yearly and yearlybasis. Around 35.71% of companies, 32.14% of companies and 28.57% of companies were giving

gifts half yearly, yearly, quarterly basis. And 3.57% of companies were giving gifts monthly basis.

None of the companies had given shaving kit as a gift to the doctors, employees, retailers,wholesalers.

Around 71.43% companies were interested to give shaving kit as a gift.

Out of 20 companies who were interested to give shaving kit as a gift, 70% of them wereconvinced to give GLIDEs shaving kit as a gift.

Out of 10 respondent of Hospital, 7 were using razors for surgical purpose.

40% were using Gillettes razor, 20% were using gallants razor and 10% were using local brandor razor for surgical purpose.

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Hospitals were purchasing surgical razors from retailers, institutional suppliers, and wholesaler30% from retailers, 20% from institutional suppliers and 20% from wholesalers.

40% hospitals requirement was less than 10 surgical razors in a month. And 30% hospitalsrequirement was between 10 to 20 razors in a month.

Out of 7 hospitals that were using razor for surgical purpose, 5 were convinced to use GLIDEsurgical razor.

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4.2 Recommendations:

Glides products were facing tough competition with Gillettes products, they should do some adsto aware the end consumers about the products.

Glides products are costly.

As personal grooming products, particularly in hotel segment, were very price sensitive, Glideshould reduce the price to compete with Gillette.

Glide is not well known brand in the market. As our survey suggests that very few people knowabout Glide shaving products.

As glides products were sold at high discounted price in DMART, it shows that our productswere sold at cheaper rate due to this many people consider Glides products as low category

products.

As our products perceived as low category brand by the people, pharmaceutical companies willnot give gifts of shaving kit of our company. They will rather give Gillettes shaving kit.

Cartridges are not easily available in Bangalore as company didnt establish good suppliers here.

One of the respondent told that the quantity of gel in a pouch is not sufficient to shave.

one of the respondent told that when they are gifting to the doctors , doctors always expectsuperior quality products , he told though your company provide Magnum 5 razor which is very

good quality but me and doctor is not aware of the brand. So some ads has to be there to aware to

the end users of the brand.

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4.3Conclusion:

From the survey we can say that companys products are not well known in the market. To aware the

people the company should do marketing.

As we can see from the survey done above, currently the Indian market is dominated by only a few

known brands. Also, with the increase in tourism & people getting more mobile due to globalization, the

hospitality industry is booming like anything. This means, the hotels will need a greater number of razors

to provide their guests with the passage of time. This shows the opportunity present in the market which

can be utilized by Glide to grab a greater share of the market.

Lesser brand recognition of Glide hampers its acceptability in the corporate segment as theyre sceptical

about adopting a brand that is not much known.

Finally, we would conclude by saying that Glide still has a huge opportunity to capture a larger share of

the market

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5.Annexure

Market survey of GLIDE grooming products in Bangalore

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Questionnaire For Hotels:

1) Do you Provide shaving kit in your Hotel?(If No skip Q. No. 3 to 8)Yes No

2) Which of the following brands of shaving razors are you aware of?Gillette Glide

Supermax None of the above

3) Which companys shaving razors are you currently providing?Gillette Glide

Supermax Any other (please Specify):_________________

4) What attributes attracts you to buy above selected brand?Durability Price

Antiseptic attribute fragrance

Design and packaging

5) From where do you purchase shaving products?From Manufacturer Super Market

Wholesaler Retailer

6) How many shaving products do you require monthly?2500

7) Are you willing to switch your brand in future?Yes No

8) What are the reasons for which you would like to change your brand?Durability Price

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Antiseptic attribute fragrance

Design and packaging Discount offer


9) Are you planning to give shaving products to the customers coming in your Hotel?Yes No

10) What features do you look for in a shaving product?Durability Price

Design and packaging Discount offer


11)Please give your valuable suggestions for GLIDE shaving products?____________________________________________________

____________________________________________________

Personal Information

1) Name of Hotel:2) Name of Respondent:3) Designation of Respondent:4) How many rooms are in you hotel?

100

Thank You

Questionnaire for companies

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1) Are you doing gifting activity in you Institute?Yes No

2) To whom are you giving gifts?Employees Doctors

Retailers Wholesaler clients

3) How many times are you providing gifts in a year?Monthly Quarterly

Half Yearly Yearly

4) Which type of gifts are you providing generally?______________________________________________________________

______________________________________________________________

5) Have you ever given shaving kit as a gift?Yes No

6) Would you like to give shaving kit for gifting?(If no go to Q6)Yes No

If yes, which companys shaving kit will you provide?

Gillette Glide

Supermax Any other (please specify):_______________

7) Please tell us the reason of not giving shaving kit as a gift?_______________________________________________________________

_______________________________________________________________

8) Please give your valuable suggestions for GLIDE shaving products?_______________________________________________________________

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_______________________________________________________________

Personal Information

Name of company:

Type of Industry:

Name of Respondent:

Designation:

Thank You

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Questionnaire for Hospitals

1) Are you using razors for surgical purpose? (if no, go to Q. No.5)Yes No

2) Which companys razor are using currently?Gallant Glide

Gillette Any other (Please Specify):______________

3) From where do you purchase surgical razors?From Manufacturer Institutional supplier

Wholesaler Retailer

4) How many pieces of razors do you require in a month?30

5) Instead of razor, which product is being used for surgery purpose?_______________________________________

6) Would you like to use GLIDE surgical razor?

Yes No

7) Please give your valuable suggestions for GLIDE surgical razor?____________________________________________________________

____________________________________________________________

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Personal Details

1) Name of Hospital:2) Name of Respondent:3) Designation of respondent:

Thank You

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BibliographyWebsites

www.radiohms.com

www.moneycontrol.com

www.indianindustriesprofile.com

www.bussiness-standard.com

www.gillette.com

www.inianindustyprofiles.com

www.wikipedia.com

censusindia.gov.in
http://www.radiohms.com/http://www.radiohms.com/http://www.moneycontrol.com/http://www.moneycontrol.com/http://www.indianindustriesprofile.com/http://www.indianindustriesprofile.com/http://www.bussiness-standard.com/http://www.bussiness-standard.com/http://www.gillette.com/http://www.gillette.com/http://www.inianindustyprofiles.com/http://www.inianindustyprofiles.com/http://www.wikipedia.com/http://www.wikipedia.com/http://censusindia.gov.in/http://censusindia.gov.in/http://censusindia.gov.in/http://www.wikipedia.com/http://www.inianindustyprofiles.com/http://www.gillette.com/http://www.bussiness-standard.com/http://www.indianindustriesprofile.com/http://www.moneycontrol.com/http://www.radiohms.com/

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