Final Report on Brm.1docx

8/18/2019 Final Report on Brm.1docx

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EXECUTIVE SUMMARY

The project is to find appropriate customer base to launch and establish new skin care

product (Sunscreen lotion). So the various steps involved are to be covered in the report. The

various aspects to be covered include a strategy building for market research, to find appropriate

customer base and location from where we will be able to capture maximum area and seek our

reuirements like pricing, product design, etc.

!e are developing a marketing plan for the introduction of a new skin care (Sunscreen lotion)

product for both the gender in the "ndian market. "t will be targeting the age group between #$%

&' years, in a medium%high level price bracket.

#. So, we are providing information on successful marketing strategies which are used by us

to launch the product in the market.. !e are also providing details about industry growth trends, key competitors,

segmentation strategies, distribution strategieschannels.

INTRODUCTION

!e propose to launch a Sun Screen *otion of the +ompany - "n particular, the

research will focus on the uestions/ 0!hat are the related factors in launching a 1roduct23 "n

this proposal, the background, context and theme of the study are presented4 the objectives of the

study and the research statements are formulated. 5ere, vital concepts, uestions and

assumptions are stated. 6inally, the scope and limitation of the study, methodology to be used

and the significance of the research are discussed.

*aunching a new product is one of the important factors in "ndian 7conomy. !e have

been motivated to investigate several factors that play crucial role in determining customer

behavioral pattern so far as their choice for sunscreen lotion are concerned. 8 relevant study for

this purpose has been carried out. This study made a recommendation based on insights into the

attitudes and beliefs underpinning the current sun protection behavior .

"n developing these recommendations, we will use a well%recogni9ed social marketing process.

To make further investigations and explorations on this particular problem, we propose to carry

this research work that will involve carrying out of a survey on the influence of launching in the

concentration of the 6:+; industry, to be answered by the customers, retailers and distributors

on this particular domain.


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PURPOSE OF THE STUDY

The purpose of the research is to conduct an experimental study on identifying some

critical attributes which are preferred by "ndian +ustomers while choosing a particular Sunscreen

*otion for use. The research will specifically identify the different factors related to launching in

accordance to customer perception and related to the other attributes. :oreover, this proposedstudy would review relevant literature on the same topic. The main objective is to define the

marketing research problem and also to identify an effective method of solving the problem so

that correct recommendations can be made to the decision making authority.

PROBLEM DEFINITION

The focus of this problem statement is to identifying some critical attributes of sunscreenlotion used by "ndian customers. The study will work on the following hypothesis/ 0There is asignificant relationship between "ndian +ustomer 1erception on our 1roduct and 1ricing,1ackaging, 1romotion and 8dvertising of the existing Sunscreen lotion3

The study will attempt to assess the following uestions/

• !ho would be the 1otential Target +ustomers for the proposed product2

• 5ow will be the 1ackaging of the proposed 1roduct2

• !hat would be the pricing strategy of the proposed 1roduct2

• 5ow the proposed 1roduct will be promoted2

• !hat would be the distribution strategy of the proposed 1roduct2

METHODOLOGY

The descriptive research method will be utili9ed in this study. The purpose of employing

this method is to describe the nature of a situation, as it exists at the time of the study and to

explore the causes of particular phenomena. 1rimary data collection will be done mainly using

one method/ survey uestionnaires.

The study will base its findings through both uantitative and ualitative research method

because it aims to provide valid empirical basis as it intends to find and build theories out of

other theoretical framework on previous studies that would supply explanation on the

relationship of one variable with another variable through ualitative and uantitative elements

in research

This study will involve conducting a survey and interviews. The process will include identifying

the general population for the survey, designing of the instrument (survey%uestionnaire) and

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validation of the instrument. 8n extensive analysis will be conducted on the data collected using

statistical tools like S1SS. The analysis will lead to useful conclusions from the study.

' respondents will be suitably chosen using an effective sampling strategy and the responses

will be used for further analysis. ?ualitative :ethods of uestioning and noting of the responses

will also be done so as to make a very robust recommendation framework.

APPROACH TO THE PROBLEM SOLUTION

!e have prepared a uestionnaire and a set of guide uestions for the focus group. Therespondents will grade each statement in the survey%uestionnaire using a *ikert scale with a

five%response scale wherein respondents will be given five response choices. ?uestions which

are ?ualitative will also be suitably uantified as far as possible and both ualitative and

uantitative responses will be integrated to make the final recommendation.

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COMPANY DESCRIPTION

@eAa99le is an "ndian cosmetics and perfume with markets in over #B countries across

the world and sales of C.& billion worldwide as of '#B. D@eAa99le 1roducts= is a multi%level

marketing company, traditionally a direct marketing company. The company=s chairman and

+7E is 8@+. @eAa99le product lines include lipsticks, foundations, bath and skin lotions, anti%

aging cream, perfumes. 8lthough the company has always been more directed toward female

customers, @eAa99le line of male products continues to expand have also proved successful. 8t

@eAa99le, we pride ourselves on being a completely research oriented company. "ndeed it is this

emphasis on


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PROPOSED PRODUCT

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DESCRIPTION ABOUT THE PROPOSED SUNSCREEN

LOTION

There are two major types of sunscreen/ chemical and physical. 8lthough the terms

GsunscreenG and GsunblockG are often used interchangeably, chemical sunscreens absorb HI rays

while physical sunscreens, or sunblock, reflect them.

+hemical sunscreens contain HI@ or HI8 absorbing ingredients and create a thin film on the

skin that reduces ultraviolet radiation (HI


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QUESTIONNAIRE

!e designed a self%administered survey that included a total of #M uestions. we organi9ed the

uestions into the following categories/%

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o 8ny other

6. M$7 "o#$ +&3&+ o/ s!is/,!ion i!h !h& s#ns,$&&n 0$o'#,! "o# $& ,#$$&n!+" #sin%.

819V&$" 'is00oin!&': 49V&$" s!is/i&';

o O#P

o OP

o O&P

o OBP

o OMP


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11. Wh! is "o#$ -os! i-0o$!n! $&so#$,& /o$ in/o$-!ion on s7in,$& 0$o'#,!(

o

TIo "nternet

o Newspaper

o :aga9ine

o Salon Skincare specialist

o 8ny other

1). Ho i++in%+" "o# n! !o !$" o#! n& s#ns,$&&n +o!ion i/ 3i+5+&(

o 7xtremely

o

Iery mucho :oderate

o :ay or may not

o Not at all

1*. Whi,h SPF 'o "o# 0$&/&$ /o$ "o#$ s#ns s,$&&n +o!ion(

o S16 #M

o S16 &'

o S16 B'

o

S16 M'o S16 KM

1. A,,o$'in% !o "o#$ 0&$,&0!ion hi,h ,o-0n" is +&'in% i!hin !h& in'#s!$"(

o *akme

o *otus

o ;arnier

o 8yur

o 8ny other

14. Wh! 'o "o# +i7& 5o#! -" ,o-0&!i!o$@s 0$o'#,! (

o 1ackaging

o ?uality

o "ngredients

o 1rice

o S16

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RESPONDENT PROFILE

DEMOGRAPH

ICS

FREQUE

NCY

PERC

ENT

VALID

PERC

ENT

CUMULA

TIVE

PERCENT

;ender of the

respondent

6emale

B K'.' K'.' K'.'

:ale #$ &'.' &'.' #''.'

Total >' #''.' #''.'

DEMOGRAPH

ICS

FREQUE

NCY

PERC

ENT

VALID

PERC

ENT

CUMULA

TIVE

PERCENT

8ge of the

respondent

#$%J B& K#.K K#.K K#.K

&'%B' $ #&.& #&.& $M.'

B'%M' J #M.' #M.' #''.'

Total >' #''.' #''.'

=

DEMOGRAPHICS

FREQUENCY

PERCENT

VALID

PERCENT

CUMULA

TIVEPERCENT

8nnualincomeof the

respondent

'''''%

M'''''

M B#.K B#.K B#.K

M'''''%

#''''''

B B'.' B'.' $#.K

Q#'''

'''

## #$.& #$.& #''.'

Total >' #''.' #''.'

DEMOGRAPH

ICS

FREQUE

NCY

PERC

ENT

VALID

PERC

ENT

CUMULA

TIVE

PERCENT

@udget #M'% & &$.& &$.& &$.&

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of the.K

Q&'' $ #&.& #&.& #''.'

Total >' #''.' #''.'

ANALYSIS OVERVIEW

!e analy9ed the research data with the intention of applying the information learned

towards our two stated objectives i.e., we wanted to determine consumer=s attitude towards the

sunscreen lotion and perception of "ndian customer about the proposed product.

To accomplish the analysis, we analy9e using several approaches, such as t% test, chi suare test,

pie chart, histogram, freuencies. !e were especially interested in understanding how observable

respondent variables such as pricing, packaging, advertising affecting attitudes towards sun

screen lotion.

DATA INTERPRETATION AND ANALYSIS

"n this section, we analy9e the data, with the intent of discovering insights into the market.

HYPOTHESIS 1

DATA ANALYSIS CHISQUARE TEST ON LEVEL OF SATISFACTION Vs BUDGET

OF THE RESPONDENTS

"n the +hi suare% test we will check whether budget depends on the level of satisfaction of

respondents.

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So,

H= *evel of satisfaction and @udget of the respondents are independent to each other.

H1 *evel of satisfaction and @udget of the respondents are dependent to each other.

L&3&+ o/ s!is/,!ion o/ !h& $&s0on'&n!

Ebserved N 7xpected N '

T&s! S!!is!i,s

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LEVEL OF

SATISFATION OF

THE RESPONDENT

BUDGET OF

THE

RESPONDENT

+hi%Suare &$.>>Ka ##.K'' b

Aegree of

freedomB

Significance .''' .''&

a. ' cells ('.'L) have expected freuencies less than M.

The minimum expected cell freuency is #.'.

b. ' cells ('.'L) have expected freuencies less than M.

The minimum expected cell freuency is '.'.

@y doing analysis with the above data, it is sufficient to say that the variables i.e. *evel of

satisfaction and budget of the respondents are dependent to each other. So we reject 5o.

HYPOTHESIS )

DATA ANALYSIS TTEST ON GENDER Vs BUDGET OF THE RESPONDENTS

"n the T%test we will check whether male or female spends more on the sun screen lotion

H= :ale and 6emale spends eually.

H1 6emale spends more than :ale.

GENDER OF THE

RESPONDENT N

STD.

ERROR

MEAN

@udget oftheK

TTEST FOR EQUALITY OF MEANS

T DF

SIG.

8)

TAIL

ED;

MEAN

DIFFERE

NCE

STD.

ERROR

DIFFERE

NCE

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@udgetof the .&MK .#$K

7ualvariancesnotassumed

#.$&J

J.K$&

.'K> .&MK .#JB

@y doing analysis with the above data, we can say that 6emale respondents spend more money

than :ale respondents. So we are rejecting 5o.

DATA ANALYSIS LIINGS ABOUT COMPETITORS

PRODUCT

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8ccording to the survey, maximum respondents like the uality of our competitor=s product. So

before we introduce our Sunscreen lotion in the market, we would like to focus on the ualityand ingredients of the product during it=s manufacturing process.

DATA ANALYSIS PREFERENCE FOR SPF

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8ccording to the survey, the maximum respondents use S16 &'. So, we are lunching suns screen

with S16 &'.

DATA ANALYSIS SIN TYPE OF THE RESPONDENTS

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DATA ANALYSIS SUNSCREEN BRAND USED: LIINGS OF

THE PRODUCT: BUDGET OF THE RESPONDENTS

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DATA ANALYSIS ABOUT THE PROMOTION OF THE

PROPOSED PRODUCT

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8ccording to the survey, maximum respondents get the product information through TI. So

through the medium of TI we would like to promote the product.

DATA ANALYSIS ABOUT THE PRICING STRATEGY OF THE

PRODUCT

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8ccording to the survey, most of the respondent=s budget is between ''%&''.

DATA ANALYSIS ABOUT THE LEADING COMPANY WITHIN

THE INDUSTRY

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8ccording to the survey, the leading company within the industry is *otus. So the *otus industry

is doing good in this category.

DATA ANALYSIS WILLINGNESS TO TRY A NEW SUNSCREENLOTION

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8ccording to the survey, the respondent=s willingness to try out a new Sunscreen *otion is

:oderate.

CONCLUSION

The conclusions made in this report are solely based on the primary information that we

have collected from the market through our survey. The conclusions do not in any manner,

reflect the actual performance of the competitors concerned and the actual values of the variables

or the attributes which were studied in this research work.

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@ased on the analysis, we can assert the following conclusions/

• The market shows an opportunity to focus on women and men at a younger age with our

product.• :ost of our respondents focus on the uality of the product.

• 6emale respondent spends more in sunscreen lotion than male respondents.

• The data showed no strong difference among different incomes.

• The principal skin care concern was for 0skin protection.3

• "mprovements are actively sought, especially regarding pricing and availability.

• The most common purchase location was department stores, online, salons.

• The most common source of information was T.I.

• 6reuency of purchase varies widely among consumers, from once a year to many times

a year.

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Final Report on Brm.1docx

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