Final Report

Industry Internship Program 2010

Table of Contents

1. Executive Summary......................................................................................................................3

2. Introduction.................................................................................................................................8

2.1 Industry Profile.....................................................................................................................8

2.1.1 FAST MOVING CONSUMER GOODS (FMCG)........................................................................8

2.1.2 FMCG Products and Categories.........................................................................................10

2.1.3 Analysis of FMCG Sector....................................................................................................10

2.1.4 Indian Competitiveness and Comparison with the World Markets...................................11

2.1.5 Indian Consumer Class......................................................................................................13

2.1.6 Top 10 FMCG Companies.................................................................................................15

2.1.7 Recent Developments in Fast Moving Consumer Goods (FMCG) Sector...........................16

2.2 Company profile.................................................................................................................21

2.2.3 Godrej Brands:..................................................................................................................27

2.2.4 International Business:......................................................................................................33

3. Project Profile.............................................................................................................................36

4. OBJECTIVE OF STUDY..................................................................................................................39

5. Observations & Analysis.............................................................................................................41

5.1 Hair Colour Market in India................................................................................................41

5.2 Consumers Survey..............................................................................................................42

5.2.1 Awareness of brands.........................................................................................................42

5.2.2 Brands used.......................................................................................................................43

1Alliance Business School


5.2.3 Advertisements and Promotions................................................................................44

5.2.4 Awareness of Godrej Hair Colours.....................................................................................46

5.2.5 Factors influencing in using a particular brand..................................................................47

5.2.6 The brand which consumers are willing to try...................................................................48

5.2.7 Relation between the brand which hair dressers’ prefer and the reason for preference. 49

5.2.8 Relation between gender and the factors influencing them to choose a particular hair colour.........................................................................................................................................54

5.2.9 Relation between using a particular hair colour and the factors influencing it.................59

5.2.10 Relation between Gender and the brand which they have used.....................................65

5.3 Hair Salons survey..............................................................................................................70

5.3.1 Usage of hair colours in parlours.......................................................................................70

5.3.2 Preference in Hair Salons..................................................................................................71

5.3.3 Factors influencing Salons.................................................................................................74

5.3.4 Relation between the location of the salon and the brand they prefer............................77

5.3.5 Relation between the age and the colour shade they prefer............................................79

6. Findings......................................................................................................................................82

7. Recommendations & Conclusion................................................................................................85

8. Learning Outcome......................................................................................................................88

9. Annexure....................................................................................................................................90

9.1 Questionnaire: Salon..........................................................................................................90

9.2 Questionnaire Consumers..................................................................................................94

9.3 SPSS output......................................................................................................................100



CHAPTER 1

EXECUTIVE SUMMARY



1. Executive Summary

Established in 1897, the Godrej group has grown in India from the days of the charkha to nights at the call centers. One of India’s most trusted brand, Godrej enjoys the patronage and trust of over 400 million Indians every single day. With 7 major companies with interests in real estate, FMCG, industrial engineering, appliances, furniture, security and agri care – to name a few – our turnover crosses 2.5 billion dollars.

Godrej Consumer Products (GCPL) is a leader among India's Fast Moving Consumer Goods companies, with Personal and Home Care Products. Our brands, which include Cinthol, No. 1, Expert and Ezee, among others, are household names across the country.

Size of Hair Colour market in India(2009) : Rs 1200 crores ( $ 267 Million) Growth of the total market over last year : 21%Size of the mid-level powder brands : Rs 202 crores ( $ 45 Million)

Leading Players

Godrej Comsumer : 33 % of the hair dye marketL’Oreal & Garnier : 60% of the hair cream marketColor Mate : 38% of the hair poweder market

Godrej is the leader in hair colour market mainly due to its product Godrej Expert as shown above it has a market share of about 33% but other hair products like Godrej Renew and Coloursoft have very low market share.

This report contains the general trend regarding the hair colour market and also reasons are given for the lower market share of Coloursoft and Renew are shown.



a. Major Findings

This project involved 3 steps, elucidated as follows along with the major findings from all the three steps:

Awareness plays a major role in usage of hair colours.

Primary reason for low market share of Renew and Coloursoft is lack of advertisements.

Consumers prefer Coloursoft and Renew mainly because of its low pricing.

Consumers don’t perceive Godrej brands to be of high quality.

Of the samples collected, none of the Hair dressers suggest Renew to customers.

Customers are willing to pay premium price for brands like Garnier and L’Oreal.

b. Recommendations

1. Increase Advertisements.

2. Salon and Parlour displays

3. Brand ambassadors.

4. Event sponsorship.

5. Retailers POS displays.

6. More schemes to retailers.

7. Exclusive sales force for hair colours.

8. Tie up with tier 1 salons and also exclusive Godrej Salons.

9. Free sachets.

10. Online marketing.



11. In store TV advertisements

c. Conclusions

From the above findings we can see that Godrej are not seriously trying to push all their products. They are content with few products for example Godrej Expert doing well.Most customers, in fact most of the Hairdressers are not aware that Coloursoft and renew are products of Godrej. As suggested by the salon owners, more in shop advertisements are needed to promote these products well.



CHAPTER 2

INTRODUCTION



2. Introduction

2.1 Industry Profile

2.1.1 FAST MOVING CONSUMER GOODS (FMCG)

Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer packaged

goods. Items in this category include all consumables (other than groceries/pulses) people

buy at regular intervals. The most common in the list are toilet soaps, detergents, shampoos,

toothpaste, shaving products, shoe polish, packaged foodstuff, and household accessories

and extends to certain electronic goods. These items are meant for daily of frequent

consumption and have a high return.

The Indian FMCG sector with a market size of US$14.8 billion is the fourth largest sector in

the economy. The FMCG market is set to double from USD 14.7 billion in 2008-09 to USD

30 billion in 2012. FMCG sector will witness more than 60 per cent growth in rural and

semi-urban India by 2010. Indian consumer goods market is expected to reach $400 billion

by 2010.Hair care, household care, male grooming, female hygiene, and the chocolates and

confectionery categories are estimated to be the fastest growing segments. At present, urban

India accounts for 66% of total FMCG consumption, with rural India accounting for the

remaining 34%. However, rural India accounts for more than 40% consumption in major

FMCG categories such as personal care, fabric care, and hot beverages. In urban areas, home

and personal care category, including skin care, household care and feminine hygiene, will

keep growing at relatively attractive rates. Within the foods segment, it is estimated that

processed foods, bakery, and dairy are long-term growth categories in both rural and urban

areas.The growing incline of rural and semi-urban folks for FMCG products will be mainly

responsible for the growth in this sector, as manufacturers will have to deepen their

concentration for higher sales volumes.



Major Players in this sector include Hindustan Unilever Ltd., ITC (Indian Tobacco

Company), Nestlé India, GCMMF (AMUL), Dabur India, Asian Paints (India), Cadbury

India, Britannia Industries, Procter & Gamble Hygiene and Health Care, Marico Industries,

Nirma,Coca-Cola, Pepsi and others.As per the analysis by ASSOCHAM, Companies

Hindustan Unilever Ltd , Dabur India originates half of their sales from rural India. While

Colgate Palmolive India and Marico constitutes nearly 37% respectively, however Nestle

India Ltd and GSK Consumer drive 25 per cent of sales from rural India.

A rapid urbanization, increase in demands, presence of large number of young population, a

large number of opportunities is available in the FMCG sector. The Finance Minister has

proposed to introduce an integrated Goods and Service Tax by April 2010.This is an

exceptionally good move because the growth of consumption, production, and employment

is directly proportionate to reduction in indirect taxes which constitute no less than 35% of

the total cost of consumer products - the highest in Asia.. The bottom line is that Indian

market is changing rapidly and is showing unprecedented consumer business opportunity.

It has a strong MNC presence and is characterised by a wellestablished distribution network,

intense competition between the organised and unorganised segments and low operational

cost. Availability of key raw materials, cheaper labour costs and presence across the entire

value chain gives India a competitive advantage.

Growth is also likely to come from consumer 'upgrading' in the matured product categories.

With 200 million people expected to shift to processed and packaged food by 2010, India

needs around US$ 28 billion of investment in the food-processing industry.

2.1.2 FMCG Products and Categories

Personal Care, Oral Care, Hair Care, Skin Care, Personal Wash (soaps);


http://www.naukrihub.com/india/fmcg/overview/soaps/

http://www.naukrihub.com/india/fmcg/overview/skin-care/

http://www.naukrihub.com/india/fmcg/overview/hair-care/

http://www.naukrihub.com/india/fmcg/overview/oral-care/

http://www.naukrihub.com/india/fmcg/overview/personal-care/


Cosmetics and toiletries, deodorants, perfumes, feminine hygiene, paper products;

Household care fabric wash including laundry soaps and synthetic detergents; household

cleaners, such as dish/utensil cleaners, floor cleaners, toilet cleaners, air

fresheners, insecticides and mosquito repellents, metal polish and furniture polish;

Food and health beverages, branded flour, branded sugarcane, bakery products such as

bread, biscuits, etc., milk and dairy products, beverages such as tea, coffee, juices, bottled

water etc, snack food, chocolates, etc.

Frequently replaced electronic products, such as audio equipments, digital

cameras, Laptops, CTVs; other electronic items such as Refrigerator, washing machines,

etc. coming under the category of White Goods in FMCG;

2.1.3 Analysis of FMCG Sector

Strengths:

1. Low operational costs

2. Presence of established distribution networks in both urban and rural areas

3. Presence of well-known brands in FMCG sector

Weaknesses:

1. Lower scope of investing in technology and achieving economies of scale, especially in

small sectors

2. Low exports levels

3. "Me-too" products, which illegally mimic the labels of the established brands. These

products narrow the scope of FMCG products in rural and semi-urban market.


http://www.naukrihub.com/india/fmcg/overview/white-goods/

http://www.naukrihub.com/india/fmcg/overview/washing-machines/

http://www.naukrihub.com/india/fmcg/overview/washing-machines/

http://www.naukrihub.com/india/fmcg/overview/refrigerator/

http://www.naukrihub.com/india/fmcg/overview/color-televisions/

http://www.naukrihub.com/india/fmcg/overview/laptop/

http://www.naukrihub.com/india/fmcg/overview/audio-equipments/

http://www.naukrihub.com/india/fmcg/overview/audio-equipments/

http://www.naukrihub.com/india/fmcg/overview/consumer-electronics/

http://www.naukrihub.com/india/fmcg/overview/chocolate/

http://www.naukrihub.com/india/fmcg/overview/snacks/

http://www.naukrihub.com/india/fmcg/overview/bottled-water/

http://www.naukrihub.com/india/fmcg/overview/bottled-water/

http://www.naukrihub.com/india/fmcg/overview/fruit-juice/

http://www.naukrihub.com/india/fmcg/overview/coffee/

http://www.naukrihub.com/india/fmcg/overview/tea/

http://www.naukrihub.com/india/fmcg/overview/milk-dairy/

http://www.naukrihub.com/india/fmcg/overview/bakery-products/

http://www.naukrihub.com/india/fmcg/overview/bakery-products/

http://www.naukrihub.com/india/fmcg/overview/branded-sugar/

http://www.naukrihub.com/india/fmcg/overview/branded-flour/

http://www.naukrihub.com/india/fmcg/overview/food-beverages/

http://www.naukrihub.com/india/fmcg/overview/furniture-polish/

http://www.naukrihub.com/india/fmcg/overview/mosquito-repellents/

http://www.naukrihub.com/india/fmcg/overview/air-fresheners/

http://www.naukrihub.com/india/fmcg/overview/air-fresheners/

http://www.naukrihub.com/india/fmcg/overview/household-cleaners/

http://www.naukrihub.com/india/fmcg/overview/household-cleaners/

http://www.naukrihub.com/india/fmcg/overview/fabric-wash/

http://www.naukrihub.com/india/fmcg/overview/household-care/

http://www.naukrihub.com/india/fmcg/overview/paper-products/

http://www.naukrihub.com/india/fmcg/overview/feminine-hygene/

http://www.naukrihub.com/india/fmcg/overview/deodorants-perfumes/

http://www.naukrihub.com/india/fmcg/overview/cosmetics-toiletries/


Opportunities:

1. Untapped rural market

2. Rising income levels, i.e. increase in purchasing power of consumers

3. Large domestic market- a population of over one billion.

4. Export potential

5. High consumer goods spending

Threats:

1. Removal of import restrictions resulting in replacing of domestic brands

2. Slowdown in rural demand.

3. Tax and regulatory structure.

2.1.4 Indian Competitiveness and Comparison with the World Markets

The following factors make India a competitive player in FMCG sector:

Availability of raw materials

Because of the diverse agro-climatic conditions in India, there is a large raw material base

suitable for food processing industries. India is the largest producer of livestock, milk,

sugarcane, coconut, spices and cashew and is the second largest producer of rice, wheat and

fruits &vegetables. India also produces caustic soda and soda ash, which are required for the

production of soaps and detergents. The availability of these raw materials gives India the



location advantage.

Labour cost comparison

Source:

http://www.godrej.com/godrej/GodrejConsumerProducts/aboutGcpl.aspx?id=5&menuid=180

Low cost labor gives India a competitive advantage. India's labor cost is amongst the lowest

in the world, after China & Indonesia. Low labor costs give the advantage of low cost of

production. Many MNC's have established their plants in India to outsource for domestic and

export markets.

Presence across value chain

Indian companies have their presence across the value chain of FMCG sector, right from the

supply of raw materials to packaged goods in the food-processing sector. This brings India a



more cost competitive advantage. For example, Amul supplies milk as well as dairy products

like cheese, butter, etc.

2.1.5 Indian Consumer Class

India has a population of over 1 billion and 4 climatic zones . Several religious and personal beliefs, 15 official languages, different social customs and food habits characterize Indian consumer class. Besides , India is also different in culture if compared with other Asian countries. Therefore, India has high distinctiveness in demand and the companies in India can get lot of market opportunities for various classes of consumers. Consumer goods marketers experience that dealing with India is like dealing with many

small markets at the same.

Indian consumer goods market is expected to reach $400 billion by 2010. India has the

youngest population amongst the major countries. There are a lot of young people in

India in different income categories.

Consumer goods marketers are often faced with a dilemma regarding the choice of

appropriate market segment.

In India they do not have to face this dilemma largely because rapid urbanization, increase

in demand, presence of large number of young population, any number of opportunities are

available.The bottom line is that Indian market is changing rapidly and is showing

unprecedented consumer business opportunity .

As the restrictions on foreign investments were relaxed in 1991, Multi-National Companies

have been entering India since then.



Market Size in $

millionMarket Share in %

Indian

Companies MNCs

Indian

Companies MNCs

1992 2004 1992 2004

Breakfast

cereals2 25 100 0 52 48

Wafers,

potato

chips

6 35 100 0 37 63

Washing

Machines40 570 98 2 51 49

TV 630 3,030 97 3 49 51

1992 $=30 rupees

2004 $=45 rupees

Source: Center for Monitoring Indian Economy (CMIE)

Indian consumer class can be classified according to the following criteria:

1. Income

2. Socio-Economic status

3. Age demographics

4. Geographical dispersion


http://www.naukrihub.com/india/fmcg/consumer-class/geography/

http://www.naukrihub.com/india/fmcg/consumer-class/age/

http://www.naukrihub.com/india/fmcg/consumer-class/socio-economic/

http://www.naukrihub.com/india/fmcg/consumer-class/income/


2.1.6 Top 10 FMCG Companies

S. NO. Companies

1. Hindustan Unilever Ltd.

2. ITC (Indian Tobacco Company)

3. Nestlé India

4. GCMMF (AMUL)

5. Dabur India

6. Asian Paints (India)

7. Cadbury India

8 Britannia Industries

9.Procter & Gamble Hygiene and

Health Care

10. Marico Industries


http://www.naukrihub.com/india/fmcg/top-companies/marico-industries.html

http://www.naukrihub.com/india/fmcg/top-companies/procter-gamble.html

http://www.naukrihub.com/india/fmcg/top-companies/procter-gamble.html

http://www.naukrihub.com/india/fmcg/top-companies/britannia.html

http://www.naukrihub.com/india/fmcg/top-companies/cadbury.html

http://www.naukrihub.com/india/fmcg/top-companies/asian-paints.html

http://www.naukrihub.com/india/fmcg/top-companies/dabur.html

http://www.naukrihub.com/india/fmcg/top-companies/gcmmf.html

http://www.naukrihub.com/india/fmcg/top-companies/nestle.html

http://www.naukrihub.com/india/fmcg/top-companies/itc-limited.html

http://www.naukrihub.com/india/fmcg/top-companies/hindustan-unilever.html


Secondary Players

1. Colgate-Palmolive (India) Ltd.

2. Godrej Consumers Product Ltd.

3. Nirma Ltd.

4. Tata Tea Ltd.

5. Parle Agro

6. H. J. Heinz

2.1.7 Recent Developments in Fast Moving Consumer Goods (FMCG) Sector

FMCG sector is no doubt registering an up trend in growth. According to CNBC, FMCG sector

growth story will continue because of the positive budget. Nevertheless, there are some barriers

to the growth of the sector. Indirect taxes constitute no less than 35% of the total cost of

consumer products - the highest in Asia. Last year, Finance Minister proposed to introduce an

integrated Goods and Service Tax by April 2010.This is an exceptionally good move because the

growth of consumption, production, and employment is directly proportionate to reduction in

indirect taxes.


http://www.naukrihub.com/india/fmcg/companies/heinz/

http://www.naukrihub.com/india/fmcg/companies/parle/

http://www.naukrihub.com/india/fmcg/companies/tata-tea/

http://www.naukrihub.com/india/fmcg/companies/nirma/

http://www.naukrihub.com/india/fmcg/companies/godrej/

http://www.naukrihub.com/india/fmcg/companies/colgate-palmolive/


The Federation of Indian Chambers of Commerce and Industry (FICCI) predicted that the

Indian FMCG industry sales would grow 16% during 2008-09, reported Thaindian News.

FICCI also revealed that during 2007-08, the Indian FMCG industry sales are estimated to

grow 14.5% to reach RS 854.7 Billion. Within the Indian FMCG industry, there are few

sectors that will grow more than 20% during 2008-2009, like shaving cream at 23%,

skin/fairness cream at 22%, shampoos at 21.3%, skin care & cosmetics at 20%, tooth

powder at 22% and other care products.

The prediction of higher sales growth of FMCG products is based on strong economic

fundamentals such as rising disposable income of people. Now people can afford to spend

on quality FMCG products. Moreover, increasing salaries, along with rising trend of perks

in the corporate sector at regular intervals, have increased people’s spending power on

lifestyle products. Even government employees too are expending on lifestyle products

helping FMCG sector to grow rapidly.

Apart from this, India is rapidly changing into an urban country and with that, people’s

preference for lifestyle products is growing. Hence, the Indian FMCG industry is

experiencing strong growth in some categories such as skin care, anti-aging solution,

deodorants, fairness products and men’s products. In addition, the emergence of organized

retail such as supermarkets, and shopping malls is also playing an important role in

bringing boom in the Indian FMCG market.

The young generation of consumers is driving the demand for lifestyle products.

Consumers are at the front seat changing and redefining the branding and marketing


http://www.thaindian.com/


strategy and marketplace for the retail products that are ultimately boosting the retail sales

in the country

However, the fear of dissociation with earlier consumers still persists as they embrace and

prefer to stick to established brands only. The main reason for this dissociation is weak

distribution channels and marketing strategy in the country.

According to a Research Analyst at RNCOS, “The demand for lifestyle products is boosted

by the rising aspiration and modern facilities. As the spending power of consumers is going

up, the sales of FMCG products in India will rise too. Therefore, companies need to

improve the quality of products and employ right marketing mix by implementing new

technologies such as Customer Relationship Management.”

Budget 2007-2008 for FMCG Sector

Reduction of duty on edible oil will have a positive impact on Marico.

Full exemption of excise duty on biscuits priced at 50 rupees or less per kg is positive for

ITC, Britannia, and Parle.

Reduction of custom duty on food processing machinery and their parts from 7.5% to 5%.

Reduction of excise duty on food mixes from 16% or 8% to nil is positive for ITC.

Development of rural infrastructure is in focus, which is beneficial for FMCG companies

because it is a big market for FMCGs. Better infrastructure will improve the supply chain.

Exemption of free samples and displays from the purview of FBT will be beneficial for

FMCG companies because they spend huge amount of money on advertising and brand

building. HLL, Dabur, ITC, and Marico will be amongst the most benefited companies.


http://www.rncos.com/


Reliance Retail to Enter the Packaged Tea Market

Emami Set to Invest Rs 220 Crore for Expansion in FMCG Sector

Godrej Targeting FMCG Acquisitions in China, Indonesia, and Brazil

FMCG Sector on a Buying Spree

Corporate Social Responsibility

FMCG companies have now started taking Corporate Social Responsibility seriously. For

instance, to encounter domestic violence, Ponds has tied up with the United Nations

Development Fund(UNDF) for Women. Surf Excel is funding the education of children.

Most brands link themselves with the social causes, thereby linking consumers with the

brands and gaining goodwill in the market.

2.2 Company profile

Godrej Consumer Products (GCPL) is a leader among India's Fast Moving Consumer Goods companies, with Personal and Home Care Products. Our brands, which include Cinthol, No. 1, Expert and Ezee, among others, are household names across the country.

Branch Offices in Mumbai, Delhi, Kolkata and Chennai ensure pan-India coverage, while factories located at Malanpur (Madhya Pradesh), Thana (Himachal Pradesh), Katha (Himachal Pradesh), Guwahati (Assam) and Sikkim cater to the diverse requirements of our product portfolio.


http://www.naukrihub.com/india/fmcg/recent-developments/buying.html

http://www.naukrihub.com/india/fmcg/recent-developments/godrej.html

http://www.naukrihub.com/india/fmcg/recent-developments/emami.html

http://www.naukrihub.com/india/fmcg/recent-developments/reliance.html


With the acquisition of Keyline Brands in the United Kingdom, Rapidol and Kinky Group, South Africa and Godrej Global Mideast FZE, a 100% subsidiary of Godrej International, GCPL now owns international brands and trademarks in Europe, Australia, Canada, Africa and the Middle East.

At GCPL, we are driven by our mission to continuously enhance the quality of life of consumers in high-growth markets with superior-quality and affordable personal care and hygiene products

Godrej Group Companies:

Godrej & Boyce Mfg. Co. Ltd.: Godrej & Boyce manufactures a spectrum of consumer

products and industrial products. The Consumer products include Appliances (Refrigerators,

Washing Machines, Air Conditioners, Microwaves, and DVD Players), Locks, Furniture,

Security Equipment, Office Automation, Conferencing Solutions, and vending Machines.

Industrial Products include Storage Solutions, Automated Warehousing, Material Handling

Equipment, Process Equipment, Precision Components & Systems, Machine Tool Service,

Electrical & Electronic, Tooling, and Construction Material & Services.

Godrej Consumer Products Ltd (GCPL): Godrej Consumer Products is a leading player

in the Indian FMCG market with interests in personal, hair, household and fabric care

segments. Godrej Consumer Products is the largest marketer of toilet soaps in the country

with leading brands such as Cinthol, Fairglow, and Godrej No 1. The company is also leader

in the hair colour category in India and offers a vast product such as Godrej Renew

Coloursoft Liquid Hair Colours, Godrej Liquid & Powder Hair Dyes to Godrej Kesh Kala

Oil, Nupur based Hair Dyes. Its liquid detergent brand Ezee is the market leader in its

category.

Godrej Industries Ltd.:



The company is India's leading manufacturer of oleochemicals. It also has major presence in

food products such as refined oil and tetrapack fruit beverages.

Geometric Software Solutions:

It is a CMMI Level 5 Company and the leading PLM services provider.

Godrej Infotech: The company is engaged in the business of developing customized

software solutions and implementing ERP, CRM, SCM software.

Godrej Agrovet:

Godrej Agrovet is one of the largest producers and marketers of animal feeds and innovative

agri-inputs India.

Godrej Sara Lee:

It is a joint venture between the Godrej Group and Sara Lee Corporation, USA. The

company is the world's largest manufacturer of home insecticides. Its brand HIT is very

popular in India.

Godrej Efacec:

The company provides warehousing, automated storage and retrieval system solutions.

Godrej Properties and Investments Limited (G.P.I.L): Godrej Properties provides

meticulously planned townships at affordable prices.

The Godrej Group also has overseas establishments in Malaysia, Singapore, Vietnam, Oman,

and Sharjah.

Major Achievements of Godrej Group:



In 1897, Godrej Introduced the first lock with lever technology in India.

In 1902, Godrej made the first Indian safe.

In 1955, Godrej produced India's first indigenous typewriter

In 1989, Godrej became the first company to introduce PUF ( Polyurethane Foam)

Introduced India's first and only 100% CFC, HCFC, HFC free refrigerators

Mission, Vision & Motto:

Mission

Godrej Mission is to operate in existing and new businesses which capitalize on the

Godrej brand and corporate image of reliability and integrity.

Godrej objective is to delight it’s customer both in India and abroad.

Godrej shall strive for excellence by nurturing, developing and empowering it’s

employees and suppliers.

Godrej encourages an open atmosphere, conducive to learning and team work

To globalize the business rapidly.

Enriching Quality of Life Everyday Everywhere.

Vision:

Godrej in Every Home and Work place.

Motto:

We care the quality of your life.

Product Mix22

Alliance Business School


2.2.1 SWOT ANALYSIS

STRENGTHS :-

1. The Company has got wide range of branches within the country.

2. The Company has wide range of product line.

3. Godrej is having better Sales after services.



4. The Company has there respectable and believable brand name.

5. Company is having large number of customer with higher satisfaction.

6. The management is trained and efficient & the network of service centers is good in

all states.

WEAKNESS:

1. The Company does not go for advertising, which is one of the biggest disadvantage

of Godrej.

2. Its emphasis more on the advertising of office automation & prima division.

3. The company is focusing many security products at a same time.

4. The effective selling schemes are not available like payment on installments.

5. Godrej seen as a brand its target customers said their mothers or grandmothers used.

OPPORTUNITIES:

1. Tapping the rural market in the consumer goods segment.

2. Targeting younger generation- To change their perception about Godrej.

3. 42% are young generation and a huge portion of this is present in the rural areas.

THREAT:24



1. Other FMCG companies like Hindustan Unilever, ITC,



2.2.3 Godrej Brands:













2.2.4 International Business:





CHAPTER 3

PROJECT PROFILE



3. Project Profile

The project was embedded with several intricacies. As such, it was a three-fold approach

that had been undertaken.

Step 1

The first few weeks involved field visits. It consisted of mainly practical observations.

The practical learning came from travelling with internal and distributor sales representatives

to around 35-40 retailers and chemists a day. We covered most parts of Bangalore to

understand the consumer buying behaviour of Godrej products in different localities

including Tier-I and Tier-IV residential areas. Also understood the sales and channel

management of the company i.e. the procedure for stocking, display, order generation and

delivery.

Step 2

After the first two weeks of observing how the sales channel of the company work, I was

asked to do sales of the Godrej products to retailers and chemists along with the ISR/DSR’s.

After getting firsthand experience of doing sales to the retailers and chemists and also

understanding the sales and distribution channel of the company, I was asked to focus on

hair colours. I went alone to salons around Bangalore to do sales of Godrej hair colours and

other salon related products like Godrej Shaving cream and was asked to focus mainly on

selling the Salon Exclusive pack which consisted of a Godrej Expert hair dye, Renew hair

colour and Godrej shaving cream.

Step 3

After doing sales and getting accustomed to speaking to salon owners and hair dressers we

were asked to do a survey to find out the reasons for lower market share of Godrej Renew

which belongs to the popular segment whose main competitor is Garnier and also Godrej



Colour Soft which belongs to the ‘Ammonia Free’ segment whose main competitor is

L’Oreal.

I prepared two questionnaires, one directed at Salon and Beauty parlours and the other at the

end consumers. 50 salons were visited in this process and personal information of the hair

dressers was recorded in addition to the variables associated for the Questionnaire. Also

answers of 82 consumers were recorded.

To the data recorded during the survey logical tests were applied and inferences were made

accordingly.



CHAPTER 4

Objective of Study

4. OBJECTIVE OF STUDY37



Objectives

The objectives of the project are as follows:

1) To observe and understand how the general market i.e. how the sales and distribution

of the company work.

2) To do sales and understand the schemes involved in different products and also to

learn the art of pushing products to retailers.

3) To determine the reasons for low market share of Godrej Hair Colours and also to

propose ways to improve it.

In order to fulfill the above mentioned objectives, the following sub-objectives have to be

achieved:

1) To study the market through field visits to scout areas for improvement.

2) To research on consumers and hair dressers and their attitudes towards Godrej Hair

Colour products.



CHAPTER 5

Observations & Analysis

5. Observations & Analysis



5.1 Hair Colour Market in India

The hair colour market in India has shown a robust growth of 21% in the year 2009 over the

previous year. It is important to note that the main growth has come from the mid-level

powder brands that have from Rs 118 crores in 2008 to Rs 202 crores in 209. This is a

whopping 71% growth.

Size of Hair Colour market in India(2009) : Rs 1200 crores ( $ 267 Million)

Growth of the total market over last year : 21%

Size of the mid-level powder brands : Rs 202 crores ( $ 45 Million)

Leading Players

Godrej Comsumer : 33 % of the hair dye market

L’Oreal & Garnier : 60% of the hair cream market

Color Mate : 38% of the hair poweder market

For GCPL, hair colour is the second biggest business for the company making up 23 per cent

of its net sales. The powder hair dyes, make up 50 per cent of the Rs 580 crore hair colour

market in India. However, in terms of volumes it makes up an even greater share of 75 per

cent of the total market, said GCPL. The rest of the market is made up of cream based hair

colourants, which are catching up fast among the affluent consumers.

GCPL is still the market leader in the overall category with a share of 35.2 per cent.

Although its share has gone down in the last six years from 43.9 per cent in 2002 as many

players both global and local have entered the Indian market since then like Schwarzkopf

and Cavin Kare.

Observations



As mentioned in the step 2 of Project Profile, two surveys were conducted, one with a

sample size of 45 which focussed on Hair Salons and Beauty Parlours and the other with a

sample size of 82 which focussed of end consumers between the age group of 18-25.

The results of the survey are as shown below.

5.2 Consumers Survey

5.2.1 Awareness of brands

From the above graph we can see that:



96.3% of the consumers were aware of Garnier

97.5% of them were aware of L’Oreal

75.3% of them were aware of streax

44.4% of them were aware of Godrej Colour Soft

30.9% of them were aware of Godrej Renew and

32.1% were aware of other brands

This shows that most of the consumers are aware of Godrej and L’Oreal, and only a few of

them were aware of Godrej Renew and Colour soft.

5.2.2 Brands used




54.8% of the consumers have used Garnier

29% of them have used L’Oreal

12.9% of them have used Streax

9.6% of them have used Colour Soft &

6.45% of them have used Renew

Here we can see that higher the awareness, higher the usage rate. As the awareness of Garnier is high usage rate is also very high. Customers regularly watch Ads of Garnier which features ads on many other products apart from hair colours, has made the brand familiar to the customers and is perceived to be a premium and high value brand.

5.2.3 Advertisements and Promotions

From the above table we can see that:43



98.8% of the consumers have seen advertisements/ promotional offers on Garnier.

96.3% of the consumers have seen advertisements/ promotional offers on L’Oreal.

71.6% of the consumers have seen advertisements/ promotional offers on Streax.

28.4% of the consumers have seen advertisements/ promotional offers on Godrej Colour

Soft.

24.7% of the consumers have seen advertisements/ promotional offers on Godrej Renew &

12.3% of the consumers have seen advertisements/ promotional offers of other brands.

This shows that Garnier and L’Oreal ads are regularly shown and consumers are quite aware

of the brand where as Godrej Colour Soft and Renew ads have been seen by very few

customers.



5.2.4 Awareness of Godrej Hair Colours

Only 29.6% of the consumers knew that Colour Soft and Renew were products of Godrej



5.2.5 Factors influencing in using a particular brand


38.3% of the consumers were influenced by advertisements.

25.9% of the consumers considered price as a factor to choose a particular brand.

77.8% of the consumers chose the hair colour brand because of its quality.

Only 12.3% of them were influenced by promotions.

30.9% of them took their hair dressers’ suggestion to choose a particular brand &

64.2% of them took others’ suggestion.

Quality and Word of mouth are the most preferred factors in deciding a particular brand.



5.2.6 The brand which consumers are willing to try


43.2% of the consumers are willing to try Garnier.

85.2% of the consumers are willing to try L’Oreal.

4.9% of the consumers are willing to try Streax.

1.2% of the consumers are willing to try Godrej Colour Soft.

0% of the consumers are willing to try Godrej Renew &

1.2% of the consumers are willing to try other brands.

This shows that consumers who would use the hair colour for the first time and also

consumers who are willing to try a new brand would go for L’Oreal followed by Garnier.

None of the are willing to try Godrej Renew.



5.2.7 Relation between the brand which hair dressers’ prefer and the reason for preference

Garnier

From the above cross tabulation we can see that 56.7% of the hair dressers use Garnier

because they perceive Garnier to be a high quality product and 26.7% of them consider it

because it is fairly priced and 16.7% of them use it because customers request for it, making

it most popular compared to other hair colours.



L’Oreal

From the above cross tabulation we can see that 70.6% of the hair dressers use L’Oreal

because if its quality making, it is perceived to be a highly premium brand and the hair

colour with the best quality, only 17.6% consider it because of its price and about 12%

because it is popular.



Godrej Colour Soft

From the above cross tabulation we can see that all the hair dressers use Godrej coloursoft

only because it is priced low.



Streax

Even though the number of people who used Streax is less, they perceive it to be of good

quality.



Other brands

From the above cross tabulation we can see that 71.4% of the hair dressers choose a

particular brand considering the quality of the colour and the rest of them consider price as a

factor.



5.2.8 Relation between gender and the factors influencing them to choose a particular hair colour


Women are more influenced by advertisements than men

Women are less sensitive to men when choosing a hair colour

Women consider quality of a hair colour is important than men do.

Women are more influenced by promotional offers than men.



Advertisements

About 21% of females and 17% of male are influenced by advertisements to choose a

particular hair colour brand.

Price

11% women and about 15% men consider price as a factor for buying a particular hair

colour.



Quality

About 43% women and 34% men consider quality as a factor, making it the prime factor to

select a particular brand.

Promotions

Only 9.8% of women and 2.4% men are influenced by promotions making it the least

considered factor in choosing a particular brand.



Hair dressers’ suggestion

18.5% of women and 12.3% men take suggestions of their hair dressers to use a particular

hair colour.

Word of mouth

About 32% of both women and men consider others’ suggestion before selecting a hair

colour, this becomes the second most important factor in choosing a particular brand.



Relation between gender and how often they use hair colours

Out of the 81 people 31 of them had used hair colours.

About 45% of women and 29% of men have just tried colouring their hair once. And about

19.35% women and 3.2% men colour their hair once a year and the frequency of colouring

their hair once in a month and once in two months is almost negligible.



5.2.9 Relation between using a particular hair colour and the factors influencing it

Garnier

Advertisements

38.2% of the consumers who have tried hair colours have used Garnier, of the 38%, 16.21%

of them have considered this hair colour because of advertisements.

Price

About 10% of them considered price as a factor to choose Garnier.

Quality

About 30% of them considered quality as a factor to use Garnier



Promotions

Only 2.7% of them were influenced by promotions made by garnier

Hair dressers

About 11% of them took their hair dressers’ suggestion to use Garnier

Word of mouth

30% of them have taken others’ suggestion in considering Garnier.

L’Oreal



Advertisements

About 40% of them who have tried hair colour have used L’Oreal, out of the 40%, 5% of

them have been influenced by advertisements.

Quality

40% of them considered L’Oreal for its premium quality.

Promotion

Only 5% of the customers were influenced by various offers and promotions given by

L’Oreal.


About 15% of them consider the hair dressers’ suggestion in using this brand.

Word of mouth

About 35% of the consumers have considered others’ suggestion for using L’Oreal hair

colour.



Streax

Advertisements

About 15% of the customers have been influenced by the advertisements.

Quality

30% of the consumers have chosen streax considering its quality

Promotion

Only 8% of the consumers felt that they were been influenced by promotions to choose this

brand.


About 23% of them have taken hair dressers’ suggestion I trying this brand.



Word of mouth

Similarly about 23% of them have considered others’ suggestion in choosing this hair

colour.

Godrej Colour Soft

Advertisements

6.8% of the consumers have tried Godrej Colour Soft, in that 6.8%, 28% of them have been

influenced by advertisements.

Quality

28% of them have chosen colour soft because of its quality.



Hair dressers suggestion

Only 14.28% of the customers took their hair dressers’ suggestion in trying Godrej Colour

Soft.

Word of mouth

And about 28% of them took others’ suggestion for choosing this brand.

Godrej Renew

Price

Only 20% of the consumers have considered Godrej Renew for its pricing.



Quality

About 40% of the consumers have tried Godrej Renew because of its quality and none of

them were influenced by any advertisements and promotions

Word of mouth

And about 40% of them were influenced by others’ suggestion.

5.2.10 Relation between Gender and the brand which they have used


More number of women prefers Garnier than Men.

More number of women prefers L’Oreal than Men.



Equal number of men and women prefer Streax.

More number of men prefer Colour Soft than women &

Equal number of men and women prefer Renew.

Garnier

32% of women and 22.5% of male have used Garnier.



L’Oreal

16% of women and 13% of men have used L’Oreal



Streax

6.45% of both women and men have tried Streax.

Godrej Colour Soft

Only 3.2% women and 6.45% male have used Godrej Colour soft.



Godrej Renew

Only 6.45% of men and none of the women have tried Godrej Renew.



5.3 Hair Salons survey

5.3.1 Usage of hair colours in parlours


84.4% of the salons use Garnier

71.1% of the salons use L’Oreal

64.4% of the salons use Godrej Expert

48.9% of the salons use Godrej Renew

46.7% of the salons use Godrej Colour Soft

31.1% of the salons use Streax &



62.2% of them use other brands.

This shows the dominance of Garnier in most of the salons

5.3.2 Preference in Hair Salons

First preference:

From the above graph we see that:

66.6% of the customers consider Garnier as their first preference

17.8% of the customers consider L’Oreal as their first preference

4.4% of the customers consider Godrej Expert as their first preference

0% of the customers consider Godrej Renew and Colour Soft as their first preference



10% of the customers consider other brands as their first preference.

Second preference


80% of the customers prefer other local brand as their alternative choice

11.1% of the customers prefer L’Oreal as their alternative choice

2.2% of the customers consider both Godrej Expert and Colour Soft as their alternative

choice.



Colour Shade Preference

91.1% of the people who colour their hair prefer basic colours like natural black and natural

brown

And only 8.9% of them prefer fashionable colours like blonde, cherry red, plum crazy etc.



5.3.3 Factors influencing Salons

From the above graph we can see the factors that influence a salon to choose a particular hair

colour

Primary factor is the quality of the hair colour followed by price margins for the hair

dressers and customers’ request.



Relation between the location of the salons and the percentage of business got from hair colour.

From the above graph we can see the percentage of business contributed by hair colour

1. Banashankari: 23% 11. Ulsoor : 18%

2. Domlur: 23% 12. Vijaynagar : 17%

3. HAL: 21%

4. Hoskerehalli: 28%

5. J P Nagar: 18%

6. Jayanagar: 33%

7. K R Road: 31%

8. Kumarswamy Layout: 32%

9. Padmanabh Nagar: 27%

10. Rajarajeshwari Nagar: 23%



Relation between areas covered and the percentage of people who colour their hair.

From the above graph we can see the amount of business through hair colouring across

various parts of the city:

1. Banashankari: 33%

2. Domlur: 23%

3. HAL: 31%

4. Hoskerehalli: 13%

5. J P Nagar: 48%

6. Jayanagar: 21%

7. K R Road: 27%

8. Kumarswamy Layout: 38%

9. Padmanabhnagar: 25%

10. Rajarajeshwari Nagar: 23%

11. Ulsoor: 28%



12. Vijay Nagar:23%

5.3.4 Relation between the location of the salon and the brand they prefer

From the above graph we can see the usage of various brands of hair colours across different

parts of the city:

1. Banashankari: Other Local brands

2. Domlur: Garnier & L’Oreal

3. HAL: Garnier

4. Hoskerehalli: Garnier

5. J P Nagar: L’Oreal

6. Jayanagar: L’Oreal

7. K R Road: Garnier & L’Oreal



8. Kumarswamy Layout: Garnier and other brands

9. Padmanabh Nagar: Garnier and other brands

10. Ulsoor: Garnier

11. Vijaynagar: Garnier

12. Rajarajeshwari Nagar: Garnier, L’Oreal, Godrej Expert and other brands

AlternatePreference

The above graph shows the alternate choice of the hair colour brands preferred across

various parts of the city.



5.3.5 Relation between the age and the colour shade they prefer

Age 18-24

This age group contributes for about 8.8% of the total hair colouring, and out of 8.8%, 75%

of them prefer basic colours and only 25% of them prefer fashion colours.

Age 25-34



This age group contributes for about 25% of the total hair colouring, and almost everyone

prefers using the basic shades.

Age 35-50

And this age group contributes 60% of the total hair colouring, and of the 60%, 90% of the

consumers prefer basic shades and only 10% use fashion colours.



CHAPTER 6

Findings



6. Findings

This project involved 3 steps, elucidated as follows along with the major findings from each:

In the first two steps it involved going to the retailers and chemists and selling Godrej

products. During this period we spoke most of the retailers and asked them the reason for

Godrej Hair Colours not doing well. Here is a gist of what they had to say:

The primary reason most of the retailers attributed to was lack of advertisements. Renew and Coloursoft have become a forgotten brand for many.

They feel that customers are not being regularly reminded about the existence of the hair products.

They suggested organising demonstrations at hair salons and also increasing POS display by using more posters or by giving more shelf display.

The retailers said that hair dressers usually suggested Garnier to customers.

Repeated advertisements from competitors especially Garnier, which features ads on many other products apart from hair colours, has made the brand familiar to the customers and is perceived to be a premium and high value brand.

In the third step we did two surveys on hair colours, one aimed at end consumers and the other at hair salons and parlours. Here are some extracts from the survey:-

Primarily hair dressers use those brands for colouring which are requested by the customers. The brand which is used most is Garnier and in the ammonia free segment i.e. the premium segment it is L’Oreal.

Garnier is most preferred by customers as they are aware of the product through regular advertisements and also they perceive it to be a high quality brand and product.



Renew and Coloursoft were used mainly because of its low pricing but customers were not very aware of these products due to which they perceive it to be of low quality.

Customers prefer Coloursoft as it is relatively perceived as a premium or a high quality brand especially when compared with Renew.

The hair dressers requested for in shop advertising like Posters, shade cards printed clocks and barber gowns so that customer becomes aware of these products.

Few of the hair dressers said that there are fewer shades of hair colours in Godrej compared to other brands like Streaks, Colour Mate or Matrix.



Chapter 7

Recommendations and

Conclusion



7. Recommendations & Conclusion

The following are some of the recommendations for the company.

1. Advertisements

From the observations and analysis we can see that Awareness of Godrej Renew and Coloursoft are very low. This is mainly due to lack of advertisements. This is the age of information and when consumers are regularly bombarded with ads and promos especially with competitors like Garnier and L’Oreal’s ads being shown on TV every five to ten minutes. A brand ambassador who is of a famous personality should be signed in. Sticking to Katrina Kaif would still be good but ads must be shown of hers.

2. Salon and Parlour displays

Display more posters of Godrej hair colours at Salons and Beauty Parlours with Godrej Logo on it as we could see only a small percentage of consumers being aware that Renew and Coloursoft as products of Godrej so that consumers become aware of the products and brand as consumers perceive Godrej to be of a good quality brand.

3. Brand ambassadors.

Though Katrina Kaif was roped in as the brand ambassador for Renew no ads were shown. Godrej Coloursoft badly needs a brand ambassador who can show that it is a high quality ammonia free product in the segment similar to L’Oreal at an affordable price.

4. Event sponsors.Godrej could follow the path of Streax which was one of the main sponsors of the Miss India competition by sponsoring to similar and related events.

5. Retailers POS displays.

Putting up posters at retail shops and chemists which has a famous brand ambassador in hit will help consumers to notice the product. Also taking shelf space which is easily visible to the customers or providing Godrej products exclusive shelves similar to Garnier would do good for the sales.



6. More schemes to retailers.

By doing this the hair colours can be pushed to the retailers who will in turn push the product to the end consumers by suggesting the hair colours by showing it to be of high quality. 7. Exclusive sales force for hair colours.

Similar to L’Oreal, Godrej can have exclusive sales force who can concentrate only on pushing the products at hair salons beauty parlours where the stocking and use of godrej hair colours is very low as seen in the observations. 8. Tie up with tier 1 salons and also exclusive Godrej Salons.

Godrej could tie up with hair salons such as Lime Light or Green Trends where they can buy the exclusive rights to use only Godrej hair colours. The can also start exclusive Godrej Salons similar to L’Oreal and Lakhme. 9. Free sachets.

By giving away free sachets of Godrej renew powder through newspapers similar to the way HUL did for Dove shampoo, Godrej can make many consumers try their product.

10. Online marketing.

Godrej can place ads online on websites such as shaadi.com with a sensible mess to bride and bridegrooms. 11. In store TV advertisements

By placing ads and demos at in shop TVs Godrej can give customers a first hand experience of their products.



Chapter 8

Learning Outcome



8. Learning Outcome

This project was very useful to understand the intricacies of the FMCG and the Retail

Industries respectively.

Availability, Visibility and Freshness are the three key components to the company’s

strategic mix. This ensures that people who come looking for quality in product and service,

will get it. FMCG products are prone to high levels of switching. This is why it is essential to

strike good deals with the Owners to have more orders placed and get more visibility.

Also I got a good understanding why advertisements are so important for a product to sell

and also how schemes and other incentives to the retailers help to push the products.

The following were the Learning Outcomes of this study:

1. The era of Modern Trade

2. The concept and analysis of Retailers, how to fathom the key essentials in a line and product mix, to check on stock outs and fill rates and to have a firm foot hold of margins, terms of trade and payment terms.

3. Field visits helped me understand the merchandising, distribution and delivery activities.

4. Learnt how to convince people and the resons they get convinced to buy our products by doing sales of regular and hair colour products.

5. By doing field visits and speaking to the retailers, Isr/Dsr’s and Company guide I could design a questionnaire and was also able to make decisions like which questions were important and made sense.

6. Through the survey I understood what the customers expect and the decripencies and the issues associated with it.



Chapter 9

ANNEXURE



9. Annexure

I have designed two questionnaires one for end consumers and the other for salons to gather information and have used SPSS to carry out cross tabulations and percentage analysis

8.1 Questionnaire: Salon

Salon Name

Salon Address

Type

Gents

Ladies

Unisex

Since(Years)

Category

1. Which hair colour brand do you use?



Garnier

L'Oreal

Godrej Expert

Godrej Renew

Godrej Colour Soft

Other:

2. What percentage of hair colour contributes to main business ?

3. What percentage of customers colour their hair during the haircut?

4. Which hair colour brand do customers prefer?

5. How long does a hair colour last?

6. What colour shade do customers prefer most?

Basic Colours

Fashion Colours

Basic Colours



Natural Black

Soft Black

Natural Brown

Light Brown

Fashion Colours

Plum Crazy

Cherry Red

Blonde

Burgandy

7. Do customers ask you for suggestion about colours?

Yes

No

8. Which brand do you prefer and why?

9. Which age group colour their hair most?

18-24

25-3491



35-50

10. Do these colour brands produce any skin irritation or is it allergic to few people?

Yes

No

If yes which are those brands?

11. What influences a customer to use a particular brand?

Price

Awareness

Hair Dressers

Quality

12. What influences Salons to use a particular brand?

Price

Awareness

Quality

Customers' request



8.2 Questionnaire Consumers

Name *

Age *

Sex *

Male

Female

1. Which of the following hair colour brands are you aware of? *

Garnier

L'Oreal

Streax

Colour Soft

Renew

Colour Mate

Berina

Other:

2. Have you used hair colours? *



Yes

No

If yes which of the following

Garnier

L'Oreal

Streax

Colour Soft

Renew

Colour Mate

Berina

Other:

3. Which of the following hair colour brand advertisements/promotions have you seen? *

Garnier

L'Oreal

Streax

Colour Soft

Renew

Colour Mate

Berina



Other:

4. Did you know Renew and Coloursoft were products of Godrej? *

Yes

No

5. The factors that would influence/influenced you to use a particular hair colour *

Advertisements

Price

Quality

Promotions

Hair Dressers

Word of mouth

6. In case you are planning to try a hair colour which brand would it be? *

Garnier

L,Oreal

Streax

Colour Soft

Renew



Colour Mate

Berina

Other:

The following questions are to be answered by only those people who have already used hair

colours . Others please click SUBMIT.7. How often do you use hair colours?

Once a month

Once in two months

Once in six months

Once a year

Just tried once

8. Do you prefer using same Colour brand?

Yes

No

9. If you are willing to try a new hair colour brand which would that be?

Garnier

L'Oreal



Streax

Colour Soft

Renew

Colour Mate

Berina

Other:

10. Have you experienced any hair loss/damage, after using the hair colour?

Yes

No

If yes which brand?

Garnier

L'Oreal

Streax

Colour Soft

Renew

Colour Mate

Berina

Other:



11. Have you experienced any skin allery after using the hair colour?

Yes

No

If yes which brand:

Garnier

L'Oreal

Streax

Colour Soft

Renew

Colour Mate

Berina

Other:

12. How long did the colour shade last?

After 1 wash

Less than 2 weeks

3-4 weeks

More than a month

8.3 SPSS output98



Relation between the brand which hair dressers’ prefer and the reason for preference

Garnier

q14sin

Total

Customers'

request Price Quality

q10pre

g

1 Count 5 8 17 30

% within

q10preg16.7% 26.7% 56.7% 100.0%

% within

q14sin100.0% 100.0% 100.0% 100.0%

% of Total 16.7% 26.7% 56.7% 100.0%

Total Count 5 8 17 30

% within

q10preg16.7% 26.7% 56.7% 100.0%

% within

q14sin100.0% 100.0% 100.0% 100.0%

% of Total 16.7% 26.7% 56.7% 100.0%



L’Oreal

q14sin

Total

Customers'

request Price Quality

q10prel

o

1 Count 2 3 12 17

% within

q10prelo11.8% 17.6% 70.6% 100.0%

% within

q14sin100.0% 100.0% 100.0% 100.0%

% of Total 11.8% 17.6% 70.6% 100.0%

Total Count 2 3 12 17

% within

q10prelo11.8% 17.6% 70.6% 100.0%

% within

q14sin100.0% 100.0% 100.0% 100.0%

% of Total 11.8% 17.6% 70.6% 100.0%



Godrej Colour Soft

q14sin

TotalPrice

q10prec

s

1 Count 1 1

% within

q10precs100.0% 100.0%

% within q14sin 100.0% 100.0%

% of Total 100.0% 100.0%

Total Count 1 1

% within

q10precs100.0% 100.0%

% within q14sin 100.0% 100.0%

% of Total 100.0% 100.0%

Streax

q14sin

TotalQuality



q10pre

st

1 Count 1 1

% within

q10prest100.0% 100.0%

% within

q14sin100.0% 100.0%

% of Total 100.0% 100.0%

Total Count 1 1

% within

q10prest100.0% 100.0%

% within

q14sin100.0% 100.0%

% of Total 100.0% 100.0%

Other brands

q14sin

TotalPrice Quality

q10preo

t

1 Count 2 5 7

% within

q10preot28.6% 71.4% 100.0%

% within

q14sin100.0% 100.0% 100.0%

% of Total 28.6% 71.4% 100.0%

Total Count 2 5 7

% within

q10preot28.6% 71.4% 100.0%

% within

q14sin

100.0% 100.0% 100.0%



% of Total 28.6% 71.4% 100.0%

Relation between gender and the factors influencing them to choose a particular hair

colour

Advertisements

q5fctad

Total1

sex Female Count 17 17

% within sex 100.0% 100.0%

% within

q5fctad54.8% 54.8%

% of Total 54.8% 54.8%

Male Count 14 14



% within sex 100.0% 100.0%

% within

q5fctad45.2% 45.2%

% of Total 45.2% 45.2%

Total Count 31 31

% within sex 100.0% 100.0%

% within

q5fctad100.0% 100.0%

% of Total 100.0% 100.0%

Price

q5fctpc

Total1


% within sex 100.0% 100.0%

% within

q5fctpc42.9% 42.9%



% of Total 42.9% 42.9%

Male Count 12 12

% within sex 100.0% 100.0%

% within

q5fctpc57.1% 57.1%

% of Total 57.1% 57.1%

Total Count 21 21

% within sex 100.0% 100.0%

% within

q5fctpc100.0% 100.0%

% of Total 100.0% 100.0%

Quality

q5fctqt

Total1




% within sex 100.0% 100.0%

% within

q5fctqt55.6% 55.6%

% of Total 55.6% 55.6%

Male Count 28 28

% within sex 100.0% 100.0%

% within

q5fctqt44.4% 44.4%

% of Total 44.4% 44.4%

Total Count 63 63

% within sex 100.0% 100.0%

% within

q5fctqt100.0% 100.0%

% of Total 100.0% 100.0%



Promotions

q5fctpro

Total1


% within sex 100.0% 100.0%

% within

q5fctpro80.0% 80.0%

% of Total 80.0% 80.0%

Male Count 2 2

% within sex 100.0% 100.0%

% within

q5fctpro20.0% 20.0%

% of Total 20.0% 20.0%

Total Count 10 10

% within sex 100.0% 100.0%

% within

q5fctpro100.0% 100.0%

% of Total 100.0% 100.0%




q5fcthd

Total1


% within sex 100.0% 100.0%

% within

q5fcthd60.0% 60.0%

% of Total 60.0% 60.0%

Male Count 10 10

% within sex 100.0% 100.0%

% within

q5fcthd40.0% 40.0%

% of Total 40.0% 40.0%

Total Count 25 25

% within sex 100.0% 100.0%

% within

q5fcthd100.0% 100.0%

% of Total 100.0% 100.0%



Word of mouth

q5fctwm

Total1


% within sex 100.0% 100.0%

% within

q5fctwm50.0% 50.0%

% of Total 50.0% 50.0%

Male Count 26 26

% within sex 100.0% 100.0%

% within

q5fctwm50.0% 50.0%

% of Total 50.0% 50.0%

Total Count 52 52

% within sex 100.0% 100.0%

% within

q5fctwm100.0% 100.0%

% of Total 100.0% 100.0%



Relation between gender and how often they use hair colours

q7often

Total

Just tried

once

Once a

month

Once a

year

Once in

six

months

Once in

two

months

sex Female Count 24 14 0 3 0 1 42

% within

sex57.1% 33.3% .0% 7.1% .0% 2.4% 100.0%

% within

q7often47.1% 60.9% .0% 75.0% .0% 100.0% 51.9%

% of

Total29.6% 17.3% .0% 3.7% .0% 1.2% 51.9%

Male Count 27 9 1 1 1 0 39

% within 69.2% 23.1% 2.6% 2.6% 2.6% .0% 100.0%



sex

% within

q7often52.9% 39.1% 100.0% 25.0% 100.0% .0% 48.1%

% of

Total33.3% 11.1% 1.2% 1.2% 1.2% .0% 48.1%

Total Count 51 23 1 4 1 1 81

% within

sex63.0% 28.4% 1.2% 4.9% 1.2% 1.2% 100.0%

% within

q7often100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

% of

Total63.0% 28.4% 1.2% 4.9% 1.2% 1.2% 100.0%

Relation between using a particular hair colour and the factors influencing it

Garnier

Advertisements

q5fctad

Total1

q2ify

g

1 Count 6 6

% within

q2ifyg100.0% 100.0%

% within 100.0% 100.0%



q5fctad

% of Total 100.0% 100.0%

Total Count 6 6

% within

q2ifyg100.0% 100.0%

% within

q5fctad100.0% 100.0%

% of Total 100.0% 100.0%

Price

q5fctpc

Total1

q2if

yg

1 Count 4 4

% within

q2ifyg

100.0% 100.0%



% within

q5fctpc100.0% 100.0%

% of Total 100.0% 100.0%

Total Count 4 4

% within

q2ifyg100.0% 100.0%

% within

q5fctpc100.0% 100.0%

% of Total 100.0% 100.0%

Quality



q5fctqt

Total1

q2ify

g

1 Count 11 11

% within

q2ifyg100.0% 100.0%

% within

q5fctqt100.0% 100.0%

% of Total 100.0% 100.0%

Total Count 11 11

% within

q2ifyg100.0% 100.0%

% within

q5fctqt100.0% 100.0%

% of Total 100.0% 100.0%



Promotions

q5fctpro

Total1

q2ify

g

1 Count 1 1

% within

q2ifyg100.0% 100.0%

% within

q5fctpro100.0% 100.0%

% of Total 100.0% 100.0%

Total Count 1 1

% within

q2ifyg100.0% 100.0%

% within

q5fctpro100.0% 100.0%

% of Total 100.0% 100.0%



Hair dressers

q5fcthd

Total1

q2ify

g

1 Count 4 4

% within

q2ifyg100.0% 100.0%

% within

q5fcthd100.0% 100.0%

% of Total 100.0% 100.0%

Total Count 4 4

% within

q2ifyg100.0% 100.0%

% within

q5fcthd100.0% 100.0%

% of Total 100.0% 100.0%

Word of mouth

q5fctwm

Total1

q2ify

g

1 Count 11 11

% within

q2ifyg

100.0% 100.0%



% within

q5fctwm100.0% 100.0%

% of Total 100.0% 100.0%

Total Count 11 11

% within

q2ifyg100.0% 100.0%

% within

q5fctwm100.0% 100.0%

% of Total 100.0% 100.0%

L’Oreal: Advertisements

q5fctad

Total1

q2ifyl

o

1 Count 1 1

% within

q2ifylo100.0% 100.0%

% within

q5fctad100.0% 100.0%

% of Total 100.0% 100.0%

Total Count 1 1

% within

q2ifylo100.0% 100.0%

% within

q5fctad100.0% 100.0%

% of Total 100.0% 100.0%

Quality

q5fctqt Total



1

q2ifyl

o

1 Count 8 8

% within

q2ifylo100.0% 100.0%

% within

q5fctqt100.0% 100.0%

% of Total 100.0% 100.0%

Total Count 8 8

% within

q2ifylo100.0% 100.0%

% within

q5fctqt100.0% 100.0%

% of Total 100.0% 100.0%

Promotion

q5fctpro

Total1

q2ifyl

o

1 Count 1 1

% within

q2ifylo100.0% 100.0%

% within

q5fctpro100.0% 100.0%

% of Total 100.0% 100.0%

Total Count 1 1

% within

q2ifylo100.0% 100.0%

% within 100.0% 100.0%



q5fctpro

% of Total 100.0% 100.0%


q5fcthd

Total1

q2ifyl

o

1 Count 3 3

% within

q2ifylo100.0% 100.0%

% within

q5fcthd100.0% 100.0%

% of Total 100.0% 100.0%

Total Count 3 3

% within

q2ifylo100.0% 100.0%

% within

q5fcthd100.0% 100.0%

% of Total 100.0% 100.0%

Word of mouth

q5fctwm

Total1

q2ifyl

o

1 Count 7 7

% within

q2ifylo100.0% 100.0%

% within

q5fctwm100.0% 100.0%

% of Total 100.0% 100.0%



Total Count 7 7

% within

q2ifylo100.0% 100.0%

% within

q5fctwm100.0% 100.0%

% of Total 100.0% 100.0%

Streax : Advertisements

q5fctad

Total1

q2ifyst

x

1 Count 2 2

% within 100.0% 100.0%



q2ifystx

% within

q5fctad100.0% 100.0%

% of Total 100.0% 100.0%

Total Count 2 2

% within

q2ifystx100.0% 100.0%

% within

q5fctad100.0% 100.0%

% of Total 100.0% 100.0%

Quality

q5fctqt

Total1

q2ifyst

x

1 Count 4 4

% within

q2ifystx100.0% 100.0%

% within

q5fctqt100.0% 100.0%

% of Total 100.0% 100.0%

Total Count 4 4

% within

q2ifystx100.0% 100.0%

% within

q5fctqt100.0% 100.0%

% of Total 100.0% 100.0%

Promotion



q5fctpro

Total1

q2ifyst

x

1 Count 1 1

% within

q2ifystx100.0% 100.0%

% within

q5fctpro100.0% 100.0%

% of Total 100.0% 100.0%

Total Count 1 1

% within

q2ifystx100.0% 100.0%

% within

q5fctpro100.0% 100.0%

% of Total 100.0% 100.0%


q5fcthd

Total1

q2ifyst

x

1 Count 3 3

% within

q2ifystx100.0% 100.0%

% within

q5fcthd100.0% 100.0%

% of Total 100.0% 100.0%

Total Count 3 3

% within

q2ifystx100.0% 100.0%

% within 100.0% 100.0%



q5fcthd

% of Total 100.0% 100.0%

Word of mouth

q5fctwm

Total1

q2ifyst

x

1 Count 3 3

% within

q2ifystx100.0% 100.0%

% within

q5fctwm100.0% 100.0%

% of Total 100.0% 100.0%

Total Count 3 3

% within

q2ifystx100.0% 100.0%

% within

q5fctwm100.0% 100.0%

% of Total 100.0% 100.0%



Godrej Colour Soft: Advertisements

q5fctad

Total1

q2ifygc

s

1 Count 2 2

% within

q2ifygcs100.0% 100.0%

% within

q5fctad100.0% 100.0%

% of Total 100.0% 100.0%

Total Count 2 2

% within

q2ifygcs100.0% 100.0%

% within

q5fctad100.0% 100.0%

% of Total 100.0% 100.0%

Quality

q5fctqt

Total1

q2ifygc

s

1 Count 2 2

% within 100.0% 100.0%



q2ifygcs

% within

q5fctqt100.0% 100.0%

% of Total 100.0% 100.0%

Total Count 2 2

% within

q2ifygcs100.0% 100.0%

% within

q5fctqt100.0% 100.0%

% of Total 100.0% 100.0%

Hair dressers suggestion

q5fcthd

Total1

q2ifygc

s

1 Count 1 1

% within

q2ifygcs100.0% 100.0%

% within

q5fcthd100.0% 100.0%

% of Total 100.0% 100.0%

Total Count 1 1

% within

q2ifygcs100.0% 100.0%

% within

q5fcthd100.0% 100.0%

% of Total 100.0% 100.0%

Word of mouth



q5fctwm

Total1

q2ifygc

s

1 Count 2 2

% within

q2ifygcs100.0% 100.0%

% within

q5fctwm100.0% 100.0%

% of Total 100.0% 100.0%

Total Count 2 2

% within

q2ifygcs100.0% 100.0%

% within

q5fctwm100.0% 100.0%

% of Total 100.0% 100.0%

Godrej Renew: Price

q5fctpc

Total1

q2ifyg

r

1 Count 1 1

% within

q2ifygr100.0% 100.0%

% within

q5fctpc100.0% 100.0%

% of Total 100.0% 100.0%

Total Count 1 1

% within

q2ifygr100.0% 100.0%



% within

q5fctpc100.0% 100.0%

% of Total 100.0% 100.0%

Quality

q5fctqt

Total1

q2ifyg

r

1 Count 2 2

% within

q2ifygr100.0% 100.0%

% within

q5fctqt100.0% 100.0%

% of Total 100.0% 100.0%

Total Count 2 2

% within

q2ifygr100.0% 100.0%

% within

q5fctqt100.0% 100.0%

% of Total 100.0% 100.0%

Word of mouth

q5fctwm

Total1

q2ifyg

r

1 Count 2 2

% within

q2ifygr100.0% 100.0%

% within

q5fctwm

100.0% 100.0%



% of Total 100.0% 100.0%

Total Count 2 2

% within

q2ifygr100.0% 100.0%

% within

q5fctwm100.0% 100.0%

% of Total 100.0% 100.0%

Relation between Gender and the brand which they have used

Garnier

q2ifyg

Total1




% within sex 100.0% 100.0%

% within

q2ifyg58.8% 58.8%

% of Total 58.8% 58.8%

Male Count 7 7

% within sex 100.0% 100.0%

% within

q2ifyg41.2% 41.2%

% of Total 41.2% 41.2%

Total Count 17 17

% within sex 100.0% 100.0%

% within

q2ifyg100.0% 100.0%

% of Total 100.0% 100.0%



L’Oreal

q2ifylo

Total1


% within sex 100.0% 100.0%

% within

q2ifylo55.6% 55.6%

% of Total 55.6% 55.6%

Male Count 4 4

% within sex 100.0% 100.0%

% within

q2ifylo44.4% 44.4%

% of Total 44.4% 44.4%

Total Count 9 9

% within sex 100.0% 100.0%

% within

q2ifylo100.0% 100.0%

% of Total 100.0% 100.0%



Streax

q2ifystx

Total1


% within sex 100.0% 100.0%

% within

q2ifystx50.0% 50.0%

% of Total 50.0% 50.0%

Male Count 2 2

% within sex 100.0% 100.0%

% within

q2ifystx50.0% 50.0%

% of Total 50.0% 50.0%

Total Count 4 4

% within sex 100.0% 100.0%

% within

q2ifystx100.0% 100.0%

% of Total 100.0% 100.0%



Godrej Colour Soft

q2ifygcs

Total1


% within sex 100.0% 100.0%

% within

q2ifygcs33.3% 33.3%

% of Total 33.3% 33.3%

Male Count 2 2

% within sex 100.0% 100.0%

% within

q2ifygcs66.7% 66.7%

% of Total 66.7% 66.7%

Total Count 3 3

% within sex 100.0% 100.0%

% within

q2ifygcs100.0% 100.0%

% of Total 100.0% 100.0%



Godrej Renew

q2ifygr

Total1

sex Male Count 2 2

% within sex 100.0% 100.0%

% within

q2ifygr100.0% 100.0%

% of Total 100.0% 100.0%

Total Count 2 2

% within sex 100.0% 100.0%

% within

q2ifygr100.0% 100.0%

% of Total 100.0% 100.0%



Relation between the location of the salons and the percentage of business got from hair

colour.





Relation between the area and the percentage of people who colour their hair.

Relation between the location of the salon and the brand they prefer









AlternatePreference





Relation between the age and the colour shade they prefer

q11age1

Total1

q6shade Basic Colours Count 3 3

% within

q6shade100.0% 100.0%

% within

q11age175.0% 75.0%

% of Total 75.0% 75.0%

Fashion

Colours

Count 1 1

% within

q6shade100.0% 100.0%

% within

q11age125.0% 25.0%

% of Total 25.0% 25.0%

Total Count 4 4

% within

q6shade100.0% 100.0%

% within

q11age1100.0% 100.0%

% of Total 100.0% 100.0%



Age 25-34

q11age2

Total1

q6shade Basic

Colours

Count 11 11

% within

q6shade100.0% 100.0%

% within

q11age2100.0% 100.0%

% of Total 100.0% 100.0%

Total Count 11 11

% within

q6shade100.0% 100.0%

% within

q11age2100.0% 100.0%

% of Total 100.0% 100.0%



Age 35-50

q11age3

Total1

q6shade Basic Colours Count 27 27

% within

q6shade100.0% 100.0%

% within

q11age390.0% 90.0%

% of Total 90.0% 90.0%

Fashion

Colours

Count 3 3

% within

q6shade100.0% 100.0%

% within

q11age310.0% 10.0%

% of Total 10.0% 10.0%

Total Count 30 30

% within

q6shade100.0% 100.0%

% within 100.0% 100.0%



q11age3

% of Total 100.0% 100.0%

BIBLIOGRAPHY



BIBLIOGRAPHY


http://www.iloveindia.com/economy-of-india/top-50-companies/godrej.html


http://www.iloveindia.com/economy-of-india/top-50-companies/godrej.html


Final Report

Documents

particular hair colour

particular brand

hair dressers

hair colour market

hair salons survey

industry profile

godrej brands

usage of hair colours