Market Analysis - Everyuth - Aviran Nandy

A Project Report Submitted in Partial Fulfillment of award of MBA

Degree

Market Analysis

Of

Everyuth Face Wash Range

At

Zydus Wellness

Submitted To

Mr. Ripon Mitra

Area Sales Manager, West Bengal

Submitted By

Aviran Nandy

International Institute for Special Education

Lucknow

1

PREFACE

It is indeed a happy moment for me to present this project report. Proper care was taken

while organizing the report so that it would be easy to understand and comprehend.

During the preparation of this project report, all Marketing Research concepts were studied

and implemented.

It has been a rich experience to work in a technically advanced environment of Zydus

Wellness. This project is a part of sixth trimesters curriculum, the final step towards the

completion of Postgraduate Diploma in Management. The project duration of 8 weeks

commenced from 1st November, 2011 and concluded on 31st December, 2011. During this

tenure I initially studied various aspects of Market Research and then actively participated

in the process of Marketing Analysis.

The project report is divided into four sections. These sections are sequenced in a way to

give a comprehensive idea of work done. Sections encompass of Introduction, Strategic

Marketing techniques, and Retailers Analysis. The first section gives a complete overview

of the Skin Care Market. The second section gives an overview of the Strategic Marketing

Techniques. The third and fourth section gives an overview of the Retailers

Analysis which helps in drawing the conclusions of the study conducted and recommends

few marketing strategies.

2

ACKNOWLEDGEMENT

Many people have guided and influenced us in preparing this project. First of all, I am

grateful to Mr. Ripon Mitra, Area Sales Manager, West Bengal, Zydus Wellness for giving

me an opportunity to experience the corporate way of working and in the process help me

learn.

My special thanks to my project guide Mr. Romjan Ali, Sales Executive and Mr. Sukanta

Choudhury, Sales Executive for their wholehearted support and invaluable guidance,

without which this project would not have been possible.

I also thank Mrs. Shilpi Saxena and Mr. Arun Shukla and all my faculty members who

guided me throughout the project.

Lastly I thank my family members, friends and classmates who supported me.

Aviran Nandy

3

CONTENTS

Page

Preface 2

Acknowledgement 3

List of Tables 6

List of Figures 6

List of Exhibits 7

Executive Summary 8

Chapter 1: Introduction 9

Zydus Wellness 10

Product Portfolio 12

Skin Care Market 40

Face Wash Facts 41

Face Wash Product Range 42

Major Competitors 47

Chapter 2: Strategic Marketing Techniques 48

Study of 4 Ps of the Marketing Mix 49

4 Ps of the Face Wash Range 52

Product 52

Price 53

Place 54

4

Promotion 55

SWOT Analysis 56

Factors included in a SWOT Analysis 57

Confrontation Matrix 58

Simple Rules for Successful SWOT Analysis 58

SWOT Analysis for the Face wash Range 59

Chapter 3: Retailer Analysis of the Face Wash Range 60

Research Objective 61

Research Methodology 61

Data Analysis and Interpretation 62

Limitations 72

Chapter 4: Conclusions and Recommendations 73

Bibliography 76

Webliography 76

Annexure 77

5

List of Tables

Page

Table 1 Major Competitors 47

Table 2 Product-Size Table 52

Table 3 Product-Price Table 53

Table 4 Swot Analysis of EverYuth 58

Table 5 Overall Perception of EverYuth 71

List of Figures

Page

Figure 1 The Marketing Mix 49

Figure 2 Company Distribution Channel 54

Figure 3 Factors in a SWOT Analysis 57

Figure 4 Confrontation Matrix 58

Figure 5 Product Availability 62

Figure 6 Product Sales 63

Figure 7 Product Demand 64

Figure 8 Retail Margin 65

Figure 9 Distributor Visit 66

Figure 10 Delivery Fault 67

Figure 11 Damaged Product Redess Time 68

6

Figure 12 Offers & Schemes Ranking 69

Figure 13 Suggestions for Boosting Sales 60

Figure 14 Overall Perception of EverYuth 71

List of Exhibits

Page

Questionnaire 77

7

Executive Summary

This project deals with the current market scenario surrounding the sales and distribution

od EverYuth Face wash Range. The primary cause leading to this study is that in the recent

years the sales of the EverYuyth Face Wash products has been in the declining mode

despite being one of the oldest players in the industry. This has been a major concern for

the company Zydus Wellness. So, a descriptive study was taken up in the major markets of

Suburban Kolkata with a sample size of 100 retailers consisting of pure cosmetics shops.

The primary mode of data collection was interview of the retailers.

The major facts that came out are:

There exists a huge undercut of the prices of EverYuth products.

There exists a significant gap in the service of the distribution agents.

There are needs of huge changes promotional activities of the products.

8

CHAPTER 1

INTRODUCTION

ZYDUS WELLNESS LTD.

Zydus Wellness Limiteds parent organisation Zydus Group is one of the fastest growing

integrated healthcare companies with a turnover of Rs.13 billion. Zydus Group is the 5th largest

player in the Indian domestic formulations market and also has a global presence. Zydus

Wellness Limited was incorporated as Carnation Nutra-Analogue Foods Limited. Initially the

company was engaged in the business of manufacturing, buying and selling of all types of health

food products, low fat, low-cholesterol including table margarine, cheese, butter and substitute

products. The name of the company has been changed from 'Carnation Nutra-Analogue Foods

Limited' to 'Zydus Wellness Limited' with effect from January 5, 2009.

9

COMPANY SUMMARY

Date of Establishment1994

Revenue 59.797 ( USD in Millions )

Market Cap 21645.937306 ( Rs. in Millions )

Corporate Address Zydus Tower, Barasat Cross Roads, Sarkhej Gandhinagar HighwayAhmedabad-380015, Gujarat

Business Operation Fast Moving Consumer Good

Financials Total Income - Rs. 2740.2 Million ( year ending Mar 2010) Net Profit - Rs. 452.7 Million ( year ending Mar 2010)

Zydus Wellness has a strong presence in the low calorie dietetic segment with brands like

Sugar Free - a low calorie sugar substitute, Sugar Free Dlite - a low calorie soft drink mix,

Tealite diet ice tea and Nutralite low fat butter.

In the dietetic segment, Sugar Free - a healthy low cal sugar substitute, is available in pellet

and powder form. It is a leader in the low calorie sweetener market with more than market

share. Sugar Free Dlite, when introduced was the first low calorie soft drink in the Indian

market. Offering 85% lesser calories than all other soft drinks, Sugar Free

Dlite is available in 5 flavors namely Orange, Lemon, Passion Fruit and Mango.

The brand 'Nutralite' connotes healthy living through healthy eating. Unlike butter, it is

made from pure refined vegetable oils and skimmed milk, whereas, butter is made from

animal fats. Nutralite is cholesterol free and does not contain hydrogenated fats, making it a

healthier alternative to normal butter. Very few spreads in the world are made without

adding Hydrogenated Fats - Nutralite is one of them. Apart from these benefits, it contains

10

PUFA (Polyunsaturated Fatty Acids) - a proven cholesterol fighter and MUFA

(Monounsaturated Fatty Acids). It also has negligible Trans Fats and is low in Saturated

Fats. Nutralite contains 5 times more Vitamin E than butter.

EverYuth is a leading skincare brand of the Consumer Division of Cadila Healthcare

Limited the flagship company of Zydus Group.

EverYuth occupies a unique distinction of being a 'skincare brand from a healthcare

company'. Enriched with the power of natural ingredients, EverYuth has a strong presence

in advanced skincare segments like soap-free Face Washes, Face Masks, Scrubs etc.

EverYuth has more than 50% market share in the Face Mask & Scrub market and

12% market share in the Face Wash segment, where it is the fastest growing Face Wash

brand. Its brand Orange Skin Vitaliser was the first peel-off mask to be launched in India

and since then it continues to hold a leadership position in this segment. Specially designed

to fulfill every womans skincare needs, the EverYuth range also includes products like

Skin Essential Moisturising Lotion & Crme, Sun Block Lotions, Face Cleanser etc.

Product Portfolio

EverYuth: Celebrate Youth

Face Wash: Feel Fresh!

For Gentle Soap-Free Cleansing

Lemon Face Wash: For Gentle Soap-Free Cleansing

For All Skin Types

Why This?

11

This 100% soap-free face wash gently deep cleanses your skin without making it dry and stretchy. It

effectively removes dirt, bacteria & skin impurities and nourishes your skin, leaving it soft, supple and

sparkling fresh!

Whats Inside?

Lemon: Deep cleanses and tones the skin.

Green Apple: Refreshing cleanser with natural minerals and proteins.

Honey: Natural moisturiser that softens and nourishes the skin.

Neem Face Wash: For Gentle Soap-Free Cleansing

For Normal to Oily Skin Types

Why This?

This unique granular formulation effectively deep cleanses the skin, prevents the occurrence of pimples,

whiteheads and blackheads. It controls excessive oil secretion, leaving your skin feeling absolutely fresh

and rejuvenated.

Whats Inside?

Tea Tree Oil: Controls oil secretion.

Neem: Has anti-bacterial properties.

Chamomile: Soothes and moisturises the skin.

Cream Face Wash: For Gentle Soap-Free Cleansing

For Normal to Dry Skin Types

Why This?

Specially formulated for normal to dry skin, this 100% soap-free rich & creamy face wash deep cleanses

your skin, nourishes it and restores its delicate moisture balance.

Whats Inside?

Peach/Aloe: Rich in moisturising and skin nourishing properties.

Wild Cherry: Rejuvenates & refreshes the skin.

12

Fruit Face Wash: For Gentle Soap-Free Cleansing

For All Skin Types

Why This?.

It washes away dirt from the innermost pores and revitalises your skin. Protects skin against the sun,

pollution and premature ageing, leaving it refreshed with a soothing after-feel.

Whats Inside?

Fruit (Apple) Extracts: Rich in moisturising and soothing properties.

Multi-Vitamin Complex: Protects skin from sun, pollution and premature ageing.

Fruit AHA: Revitalises skin.

Light & Clear Face Wash:

Why This?

EverYuth Light & Clear Face Wash with Active Mili Capsules removes skin impurities and improves

complexion.

Unique 3-way action:

Lightens skin colour, improves texture and clarifies complexion

Clears pigmentation, dark patches, skin discolouration and blemishes

Provides natural nourishment to the skin

Whats Inside?

Mili Capsules: The Active Mili Capsules contain Natural Kojic Acid & Saffron, which get absorbed

deeply into your facial skin. They effectively cleanse out impurities and lighten your complexion.

Fruit PHAs (Poly Hydroxy Acids)

Fairness Face Wash: For a Fresh & Flawless Skin

For All Skin Types

Why This?

EverYuth Naturals Fairness Face Wash with Active Mili Capsules removes skin impurities and improves

complexion.

13





Whats Inside?




Facial Scrub: Breathe Afresh

Walnut Scrub: Your Skincare Is Incomplete Without Scrubbing

For All Skin Types

Why This?

Walnut is a natural exfoliator that cleans deeply, right down to the pores. EverYuth Walnut Scrub unclogs

skin pores and gives you a smooth and radiant skin. It rejuvenates your skin, leaving it tingling fresh with

a nice mild lingering fragrance.

Whats Inside?

Apricot: Moisturises skin, making it soft and supple.

Vitamins A, C & E: They protect skin from sun, pollution and premature ageing.

Ultra Mild Scrub: Your Skincare Is Incomplete Without Scrubbing

For Normal to Sensitive Skin Types

Why This?

Sensitive skin is prone to blackheads and pimples caused due to exposure to pollution, dust and the sun.

EverYuth Ultra Mild Scrub has a gentle exfoliating formula that clears away the impurities accumulated

on the skin, without leaving it dry. Being mild, it can be used daily for a clean, radiant skin.

14

Whats Inside?

Apricot: Moisturises skin, making it soft and supple.

Papaya: Smoothens skin texture & removes dead skin cells.

Peel Off: Mesmerize!

Orange Peel Off: Peel Off To Feel the Magic

Why This?

Now revitalise your skin and reveal a youthful radiance with EverYuth Orange Peel-Off. Made with

natural orange extracts, it lifts dirt and dust from your skin, stimulates blood circulation and gives your

skin a healthy look, instantly!

Whats Inside?

Orange Peel Extracts: Refresh, condition, tighten & moisturise skin.

Fruit AHA: Revitalises skin by stimulating new skin-cell formation.

Skin Vitamins A, C & E: Protect skin from the sun, pollution and premature ageing.

Golden Glow Peel Off: Glow like Gold in Just 15 Minutes

Why This?

Now get a glowing skin is just a matter of minutes! New EverYuth Golden Glow Peel-Off comes with

special glitter particles that give you instant fairness and a shimmery new look. Infused with orange

extracts, its unique 3-way action cleanses, smoothens and nourishes your skin, giving your face an instant

makeover.

Whats Inside?

Orange Peel Extracts: Refresh, condition, lighten and moisturise skin.

Natural Minerals: Make your skin smooth, generate new cells & give a golden glow.

Skin Vitamins A, C & E: Protect skin from sun, pollution and premature ageing.

15

Face Pack: Brighten Up!

Cucumber Face Pack: Clear Skin, Naturally!


Why This?

Your skin needs intensive care to complete your skincare. EverYuth Cucumber Face Pack relaxes and

firms tired skin and helps clear blemishes & discolouration. It lightens skin colour and leaves your

complexion with an unbelievable radiance and glow.

Whats Inside?

Cucumber: Soothes, moisturises, revitalises and tones skin.

Neem/Lemon/Turmeric: Natural anti-bacterial properties purify skin and help clear marks and

blemishes.

Skin Vitamins A, C & E: Antioxidants which protect your skin from the sun, pollution and premature

ageing.

Clear Skin Mask: Clear Skin, Naturally!

Why This?

While normal face packs (Mud Packs) leave the skin completely dry by absorbing the skin's natural oils,

this 'Non-Drying' mask rejuvenates your skin without stretching it. It visibly brightens up skin, as it

cleanses and refreshes.

Whats Inside?

Fruit AHA: Revitalises skin by stimulating the skin cell renewal process.

Jojoba & Wheat Germ Oil: Natural essential oils known for their skin softening and nourishing

properties.

Glycerin: A natural moisturiser; conditions and smoothens skin.

16

Powder Pack: Feel The Radiance!

Neem Face Pack: Beautiful Naurally!

Why This?

Specially formulated for oily skin, EverYuth Home Facial Neem Face Pack has unique pure and natural

antibacterial ingredients that purify the skin from deep within, help prevent acne, pimples, marks,

blemishes and excess oil secretion. It helps in lightening the skin thus giving you a lustrous complexion.

Whats Inside?

Neem: Has antibacterial properties.

Sandalwood: Purifies the skin from within and also helps lighten the complexion.

Tulsi: Has purifying and healing properties.

Papaya Face Pack: Beautiful Naturally!

Why This?

Enriched with the powerful natural benefits of Orange Peel, Apple and Papaya, EverYuth Home Facial

Papaya Face Pack leaves your skin with youthful radiance and everlasting glow. It also nourishes, softens

and purifies the skin from deep within.

Whats Inside?

Papaya: Rich in nutrients and vitamins.

Orange Peel: Balances the uneven skin tone.

Apple: Tones tired and stressed-out skin.

Rose Face Pack: Beautiful Naturally!

Why This?

The natural goodness of rose petals cleanses your skin, removing impurities and bacteria while

maintaining the skins luster. This EverYuth Home Facial Rose Face Pack also leaves the skin with a

fresh and lively feel just like that of a rose flower.

Whats Inside?

17

Rose Petals: It purifies, softens and refines the skin texture.

Haldi Chandan Face Pack: Beautiful Naturally!

Why This?

The rich combination of Sandalwood, Saffron and Turmeric helps prevent the skin darkening while

improving the complexion. A visibly fairer, lighter and glowing skin is what you earn with EverYuth

Home Facial Haldi Chandan Face Pack.

Whats Inside?

Sandalwood: Purifies the skin from within and also helps lighten the complexion.

Saffron: Has antibacterial properties that kill the bacteria.

Turmeric: Has natural healing properties.

Sun Block: Enjoy Outdoors!

Sun Block SPF 30++ Crme & Lotion: Double Protection for Your Skin

For All Skin Types

Why This?

Unlike other sunblocks, EverYuth's Sun Block Creme and Sun Block Lotion have SPF 30++ (Boots star

rating) that ensures double protection from both UVA and UVB rays. Their unique non-greasy formula

prevents your skin from darkening and premature ageing, while leaving it moisturised with a soothing

feel. These sunblocks are water-resistant as well as sweat-resistant.

Tested By Dermatologists

18

Whats Inside?

Allantoin, Aloe Vera, Glycerin, Vitamin E and other sunblock agents.

Sun Block SPF 15++ Lotion: Double Protection for Your Skin

For Sensitive Skin Types

Why This?

Formulated especially for sensitive skin, this Sun Block Lotion is ideal for adults with oily, acne-prone

skin and for children over 10 years of age. Its mild formula with SPF 15++ (Boots star rating) guards your

skin against premature ageing, burning and darkening, leaving it moisturised. It is gentle, oil-free and

non-irritating.

Tested by Dermatologists

Whats Inside?

Allantoin, Aloe Vera, Glycerin, Sheabutter, Dimethicone, Vitamin E and other sunblock agents.

Skin Essential: Pamper Yourself

Why Skin Essential?

Unlike other moisturisers, the New EverYuth Skin Essential range has a unique 3 pronged action

that goes beyond moisturising.

Moisture-replenishing benefit of 4 skin essential oils

Complete nourishment deep within

Intensive care formula for 24 hr protection

Moisturising Cold Crme: Its Skin Essential!

19

Why This?

Everyday your skin loses moisture due to exposure to the sun and pollution. Dry skin looks dull and

develops wrinkles faster. EverYuth Moisturising Cold Creme gives your skin the essential moisture. It

nourishes your skin from within, gives it a smooth texture and makes it supple.

Whats Inside?

Sunflower, Almond, Apricot & Wheat Germ Oil.

Nourishing Body Lotion: Its Skin Essential!

Why This?

Enriched with the natural goodness of Wheat Germ Oil, Honey, Cocoa Butter & Almond Oil, this rich

creamy and non-greasy body lotion moisturises your skin and prevents it from drying. It also gives your

skin the essential nourishment it requires.

Whats Inside?

Cocoa Butter: For deep moisturising.

Honey: Retains moisture balance, maintains its natural suppleness and prevents it from drying.

Wheat Germ Oil & Almond Oil: Soften your skin.

Skin Lightening Crme:

Why This?

Daily exposure to the sun can cause damage to your skin. EverYuth Derma Care Light & Clear Skin

Lightening Creme is a breakthrough formulation that not only treats sun damaged skin but also enhances

complexion and skin texture.


Lightens skin colour and makes it fair & radiant Clears pigmentation, dark patches, skin discolouration

& blemishes

Improves skin texture & clarity

Whats Inside?

20

Kojic Acid: Provides excellent lightening effect by controlling melanin formation in the skin

Sheabutter: Solid fatty oil that acts as an excellent moisturiser

Vitamin C & E: Antioxidants that effectively prevent damage by

free radicals

Cleanser & Toner: Soothe Your Skin

Deep Cleanses & Tones Naturally

Why This?

At the end of the day, your skin needs a gentle cleanser & toner to remove all skin impurities. Made from

pure Rose Water, this alcohol-free Face Cleanser and Toner soothes your skin and leaves it with a soft

after feel. What's more, it can also be used to remove your eye and face make up.

Whats Inside?

Rose Water: Soothes, moisturises and tones your skin.

Glycerin: Maintains the skin's natural moisture balance.

Tea Tree Oil: Has anti-bacterial properties that help control excess oil secretion.

Menz: Extra Skin Care for Men

Oxy Active Face Wash: Give Your Skin a Refreshing Break

EverYuth Menz Oxy Active Face Wash is especially made to give your skin a tingling freshness. Its

unique Oxygenating Complex washes away dirt and oiliness, giving you a smooth, younger-looking face.

Fights fatigue and dullness

Rids skin of dirt and excess oil

Helps skin maintain its elasticity

Whats Inside?

Soy & Wheatgerm Extract

21

Helps the skin get rid of dryness

Vine Extract

Promotes tissue elasticity & minimizes the advance of skin ageing

Glycerine

Keeps the skin moisturised & gives a healthy complexion

Pollution Defence Face Wash: Dont Let the Dirty Roads Show on Your Face

EverYuth Menz Pollution Defence Face Wash is especially made to combat the dirt and grime your skin

gets exposed to everyday. It has Purifying Natural Actives that protect your skin from pollutants and

leave your face refreshed and re-energised.

Removes dullness & brightens skin

Controls excess oil secretion

Restores essential moisture

Whats Inside?

Moringa Oleifera Seed Extract

Prevents skin infection and controls excess oil secretion

Glycerine


Energizing Scrub: Boost up Your Skin

EverYuth Menz Energizing Scrub unclogs your dead skin pores and pumps new life into your face. It has

Collageo Boosters that penetrate deeper into the skin to remove dead cells and black heads, leaving your

skin smooth and sparkling clean.

22

Deep cleanses, right down to the pores

Stimulates blood circulation

Washes away dead cells

Whats Inside?

Walnut Shell Powder

Removes dead cells & stimulates blood circulation

Allantonin

Reduces inflammation & soothes irritated skin

Menthol

Has a cools effect that soothes the skin

Botanical Complex

Clarifies & balances the complexion

Sun Block Lotion: Shield Your Skin against the Sun

EverYuth Menz Sun Block Lotion with SPF 30 UVA UVB +++ gives your skin double protection against

Suns harmful rays. It guards against the skin darkening, sunburns and premature ageing.

Provides double UV protection

Light & non-greasy

Water & Sweat Resistant

Whats Inside?

Aloe Vera

23

Hydrates the skin & relieves sunburns and other irritations

Glycerine


Allantion


Intensive Moisturiser: Soothe Your Skin

EverYuth Menz Intensive Moisturiser with SPF 15 nourishes your rough and dried skin. It

penetrates deep into your skin to give it a smooth and healthy look. SPF 15 shields against the

mild rays of the winter Sun, preventing darkening of the skin.

Light & non-greasy

Deep moisturisation

Gently evens out skin tone

Whats Inside?

Green Tea Extract

Smoothens skin and improves the overall texture

Allantoin


Skin Vitamins

Keeps skin moisturised

24

Glycerine

Gives a healthy complexion

SugarFree: Freedom from Calories

SugarFree Gold: 2% Calories, 100% Peace of Mind

Sugar Free Gold, Your Health and Fitness Partner

Product Features:

Indias No.1 Sweetener

Contains Aspartame A Protein Derivative

Approved by USFDA & WHO

Only 2% Calories of Sugar

Ideal for Tabletop Applications like Tea, Coffee, Nimbupani, Desserts, etc.

Variants:

Powder Concentrate

Ingredients:

Dextrose, Maltodextrin & Aspartame.

100 grams Rs. 90/-

Pellets

Ingredients:

25

Lactose, Aspartame, Croscarmellose Sodium, Colloidal Silicon Dioxide, Magnesium Stearate &

Polyvinyl Pyrrolidone.

40 Pellets Rs. 20/-

100 + 10 Pellets Rs. 55/-

300 + 30 Pellsts Rs. 30/-

500 Pellets Rs. 175/-

Sachets

Ingredients:

Lactose, Aspartame, Polyvinyl Pyrrolidone.

25 + 5 Sachet Pack Rs. 25/-

50 Sachet Pack Rs. 60/-

100 Sachet Pack Rs. 95/-

SugarFree Natura: 0 Calories Sucralose, Made From Sugar

Description:

Sucralose is highly heat stable - which means you can cook and bake with it, without any loss in

sweetness. Sucarlose can be used for making a wide variety of preparation - hot and cold

beverages, desserts, breakfast cereals, toppings, baked preparations etc

Each spoon (0.5g) of Sugar Free Natura powder concentrate gives 0 calories from Sucralose and

only 2 calories from other excipients as against 20 calories from 1 teaspoon of sugar. 1 spoon of

Sugar Free Natura powder concentrate is equivalent in sweetness to 1 teaspoon of sugar.

26

Sugar Free Natura Usage Instructions:

This Sugar Free Natura pack offers 200 spoons, equivalent to 200 teaspoons of sugar (1 kg). Do

not use wet spoon and close the lid tightly after use. Store in a cool and dry place.

Sugar Free Natura Ingredients:

Dextrose, Maltodextrin, Sucralose, and permitted preservatives.

Sugar Free Natura helps you control your calories intake and keep fit. Sugar Free Natura is ideal

for all fitness seekers, diabetics and weight conscious.

SugarFree Herbvia: Live Lite, the Herbal Way!

Live Lite, Naturally!

Nature at Its Best!Herbal Stevia Sweetener

Sugar Free Herbvia... a natural sweetener !!Every health conscious person is looking for a rare combination that can be described in two phrases: "All natural" and "Low calorie". Introducing Sugar Free Herbvia, Herbal Stevia Sweetener made from plant called Stevia, giving sweetness of Sugar minus the calories.

What is Stevia?

Stevia is the world's only all-herbal-sweetener with zero calories, zero carbohydrates and a zero glycemic

index. Harvested from a plant in the daisy family, Stevia provides a truly delicious and healthy alternative

to sugar. This herbal sweetener has been used for centuries in South America and is gradually finding its

way into the homes of millions around the world.

Who should use Sugar Free Herbvia?

Sugar Free Herbvia is a perfect choice of Herbal Stevia Sweetener for health and fitness conscious people

who want to control their calorie intake. It is also suitable for diabetics and obese people wanting to

reduce weight, the herbal way.

27

Applications:

Sugar Free Herbvia aims to satisfy your sweet tooth as well as prove as the best substitute of sugar for

sweet items like cakes, sweets, beverages, pudding, curd, etc.

Ingredients:

Microcrystalline cellulose, Stevia extract , Hydroxypropyl cellulose , Colloidal silicon dioxide,

Magnesium stearate.

No added sugar and preservatives

28

Pellet Pack

Net Contents: 100 Pellets

1 Pellet = 1tsp Sugar

Sachet Pack

Net Contents: 50 Sachets

1 Sachet = 2tsp Sugar

SugarFree Dlite:

29

Variants

Powder Concentrate

Available in 3 flavours.

Ready To Drink (Pet Bottles & Cans)

Available in 5 flavours.

32

TEALITE: Chill With Diet Ice Tea

Diet Ice Tea

33

ACTILIFE: Daily Nutrition for Active Life

About ActiLife:

The science of nutrition is dedicated to learning about foods that the human body requires at different

stages of life in order to meet the nutritional needs for proper growth, as well as to maintain health and

prevent disease. A baby is born with a very high requirement for energy and nutrient intake per unit of

body weight to provide for rapid growth. The rate of growth is the highest during the first year and

declines slowly after the age of two, with a corresponding decrease in nutrient and energy requirements.

During puberty, however, nutritional requirements increase sharply until this period of fast growth is

completed. Adulthood begins at about the age of fourteen or fifteen for girls, and eighteen or nineteen for

boys.

An adult individual needs to balance energy intake with his or her level of physical activity to avoid

storing excess body fat. Dietary practices and food choices are related to wellness and affect health,

fitness, weight management, and the prevention of chronic diseases, such as osteoporosis, cardiovascular

diseases, cancer and diabetes.

For adults (ages eighteen to forty-five or fifty), weight management is a key factor in achieving health

and wellness. In order to remain healthy, adults must be aware of changes in their energy needs, based on

their level of physical activity, and balance their energy intake accordingly.

As teenagers reach adulthood, the basal energy needs for maintaining the body's physiological functions

(Basal Metabolic Rate or BMR) stabilize, and so energy requirements also stabilize. BMR is defined as

the energy required by the body to keep functioning. These functions include the pumping of blood by the

heart, respiration, kidney function, and maintaining muscle tone and a constant body temperature, among

others. BMR is directly related to the amount of lean body muscle mass, size, and gender. Physical

activity, especially weight-training exercises help increase and maintain lean body mass.

It is very important to reduce one's energy intake at the onset of adulthood, and to make sure that all of

one's nutritional needs are met. This can be accomplished by making sure that an adequate amount of

energy is consumed (this will vary by body weight, degree of physical fitness, and muscle vs. body fat),

and that this amount of energy is adjusted to one's level of physical activity. Foods that are chosen to

provide the energy must be highly nutritious, containing high amounts of essential nutrients such as

vitamins , minerals and essential proteins.

34

ActiLife has been formulated by Zydus Institute of Wellness as per the guidelines of National Institute of

Nutrition-ICMR, for Indian Adults (Males and Females above 18 years of Age) with Moderate work load.

ActiLife is low on fat and is enriched with prebiotic Actifibres that help improve digestion, reduce

cholesterol, improve mineral absorption and improve overall immunity. It has got stress relievers-100%

RDA of Vitamin C and Vitamin B complex (B1, B2, B3, B5, B6, B7, B9 and B12) to keep you active

throughout the day. It also gives 100% RDA of important minerals like Iron and Calcium. Thus ActiLife

is truly a Daily Nutrition for an Active Life.

Product Benefits:

Nutrition Facts Benefits

Energy, Protein, Fat,Carbohydrate of which Sugar

A source of constant energy that helps you grow and maintain body strength to stay ahead in life.

FOS# This prebiotic Actifibre improves digestion, helps reduce cholesterol, improves calcium absorption for bone strength and provides overall immunity.

Now enjoy a more healthy and active life.

Vitamin C, Vitamin B1, Vitamin B2, Vitamin B3,

Vitamin B5-Pantathonic Acid, Vitamin B6,Vitamin B7, Vitamin B9-Folic Acid,

Vitamin B12

To keep stress away, provide energy and keep nervous system healthy so as to help you work

with greater concentration.

Vitamin A , Vitamin E Helps you maintain a good vision, beautiful skin and a strong immune system to make you feel

Better and raring to go.

Vitamin D , Calcium, Magnesium Helps to keep bones strong and teeth healthy for years to come.

Iron To keep you mentally alert so as to face any situation with confidence.

Variants:

35

Chocolate Coffee Malt

NutraLite: Healthier Than Butter

The brand 'Nutralite' connotes healthy living through healthy eating. Unlike butter, it is made from pure

refined vegetable oils and skimmed milk, whereas, butter is made from animal fats. Nutralite is

cholesterol free and does not contain hydrogenated fats, making it a healthier alternative to normal butter.

Very few spreads in the world are made without adding Hydrogenated Fats - Nutralite is one of them.

Apart from these benefits, it contains PUFA (Polyunsaturated Fatty Acids) - a proven cholesterol fighter

and MUFA (Monounsaturated Fatty Acids). It also has negligible Trans Fats and is low in Saturated Fats.

Nutralite contains 5 times more Vitamin E than butter.

Nutralite Table Spread is:

CHOLESTEROL FREE

NO HYDROGENATED FATS

36

NO TRANS FATS

LOW IN SATURATED FATS

MORE UNSATURATED FATS

VITAMINS A, D & E

Nutralite comes in 100g to 500g Carton packs and 200g and 500g Tub packs. The 500g Carton pack

comes in 2 units of 250 g. So, while one unit is being consumed, the other 250 g can be stored in the

refrigerator.

Nutralite has been introduced in tubs to give convenience to the consumers in terms of storage. The

container is airtight, tamper-proof and is microwave safe.

Apart from the above, Nutralite offers customized packs for bulk/institutional buyers like hotels, caterers,

bakers, etc.

Nutralite can be stored for 9 months when refrigerated at 4oC or below.

How is Nutralite better than butter?

CHOLESTEROL FREE Normal butter contains high cholesterol which is not good for health and heart.

NO HYDROGENATED FATS Hydrogenated fats may increase cholesterol because they contain harmful Trans fats

NO TRANS FATS* - High Trans Fats may increase the risk of cholesterol and heart disease. LOW IN SATURATED FATS Normal butter is rich in saturated fats which may increase the

risk of cholesterol and heart disease. MORE UNSATURATED FATS Nutralite has more Poly Unsaturated Fatty Acids (PUFA) and

Mono Unsaturated Fatty Acids (MUFA) than normal butter. MADE FROM PURE REFINED VEGETABLE OILS Normal butter is made from fats from

animal origin which contains cholesterol (found in cheese, ghee, cream, meats, etc.) RICH IN NUTRIENTS LIKE VITAMINS A, D & E.

Nutrition Information of Nutralite Premium Table Spread

Approx per 100g Approx per Serving %DV per serving

Total Fat (g) 70 7.0 10.8

37

Saturated Fat (g) 37 3.7 18.5

Unsaturated Fat (g) 33 3.3

Cholesterol (g) 0 0 0

Sodium (mg) 786 78.6 3.3

Total Carbohydrate (g)

0 0 0

Total Protein (g) 0 0 0

Vitamin A (IU) 3000 300 6.0

Vitamin D (IU) 200 20 5.0

Vitamin E (mg) 3 0.3

Serving size: 10gPercent Daily Value (DV) are based on a 2,000 Kcal diet and as per USFDA

Nutralite tastes and spreads just like butter. So it can also be used for deep / shallow frying, cooking,

sauteing and baking. Healthy, yet tasty, Nutralite lets you enjoy your parathas, dosas, pav bhaji, dal fry,

cakes, cookies, etc.

PURIFY: Let Your World Be Free Of Germs

According to international studies, hands are one of the most frequent transmission routes for many types of infections as they come in direct contact with the eyes, nose and mouth. The increased exposure to outdoor elements has augmented the incidence of infections and flu and prompted the consumer to become more health conscious. Experts say, practicing proper hand hygiene is the easiest way to help reduce these occurrences.

Keeping this in mind, Zydus Wellness has come up with Purify Herbal Hand Sanitizers that serve as a convenient way to protect you from common germs and bacteria. This gel based formulation purifies your hands by killing 99.99% of common germs, without the use of water or towel. It has a unique herbal formulation that makes your hands germ-free, while leaving them soft and smooth.

As a brand from a healthcare company, Purify promises to be a product of proven scientific research and effective results. The brand wishes to educate people about the importance of hand hygiene and in the process, pave way for a healthier society.

38

Now it's possible to keep your hands squeaky clean and refreshed anytime, anywhere! Purify Herbal Hand Sanitizer makes it convenient to maintain hand hygiene on-the-go. This gel based formula sanitizes the hands instantly, without the use of water or towel. Hands feel smooth, clean and smell great. Purify Herbal Hand Sanitizer is available in two variants, Citrus & Flora. It is available in 50 ml and 100 ml flip top bottle.

Take 2-3 drops of the gel in your hands Briskly rub hands together until dry

Kills 99.99% of common germs that may cause illness or infections Enriched with Vitamin E and Aloe that keep the hands soft and moisturised despite frequent

use Unique herbal formulation for more effective cleansing Enriched with grape leaf extract, a powerful agent in killing bacteria Flip top cap for easy use Handy bottle for clean hands on-the-go Leaves hands clean and refreshed without a sticky residue

SKIN CARE MARKET

India is one of the fastest growing markets for skin care products, and the target of most

cosmetic majors is women between 18-35, with a monthly income of Rs 10,000 and above.

39

Indian cosmetic industry is heading for a complete makeover, rediscovering the long

forgotten herbal formulas and beauty secrets. Those in the business say the going has never

been better for the Indian beauty industry. Estimated at Rs 1800 crore, the industry is

growing at 25 per cent annually, while the growth rate of herbal cosmetics sector, estimated

at Rs 400 crore is much higher - at 40 per cent. The natural and ayurvedic sector has seen a

phenomenal growth in the last 2-3 years. The Indian cosmetic companies are just trying to

rediscover, what was lying forgotten and untapped for a very long period.

More and more companies are entering this lucrative market with a wide range of products.

This market surely works on the doctrine Consumer is the King. The leading players in

this industry are Hindustan Lever Ltd., Ponds India Ltd., Lakme,

Emami Ltd, Cavincare Ltd, Godrej Consumer Products Ltd., Lotus Herbals India Ltd.,

Procter and Gamble Hygiene and Healthcare Ltd., Cadila Healthcare Ltd. The latest entrant

in the skincare market is Amway India Ltd

Why Face Wash?

If you want to get beautiful skin, the first step is to make sure you have clean skin. Our

facial skin is delicate and ordinary soaps can cause it to lose moisture. This is why we must

carry a face wash in our purse or keep one in our bathroom cabinet. A face wash is a mild

cleanser that does the vital job of keeping our skin clean and germ free.

If you want your skin to retain its natural glow, then a regular skin care routine of

40

cleansing, toning and moisturizing is as important as brushing your teeth 2 times in a day!

Ideally, you should wash your face with a face wash twice a day. You can make your own

homemade natural face wash at home, or you can buy one from the stores.

Some of the major brands of face wash include, EverYuth, Garnier, Lakme, Pond's,

Oshea, Jovees, VLCC, Naturoma, Keya Seth, Ayur, Nutrogena, Clean & Clear, Lotus

Herbals, and Himalaya Herbals and others.

FACE WASH PRODUCT RANGELemonFaceWash:ForGentleSoapFreeCleansing

For All Skin Types

Why This?

41

This 100% soap-free face wash gently deep cleanses your skin without making it dry and stretchy. It

effectively removes dirt, bacteria & skin impurities and nourishes your skin, leaving it soft, supple and

sparkling fresh!

Whats Inside?

Lemon: Deep cleanses and tones the skin.

Green Apple: Refreshing cleanser with natural minerals and proteins.

Honey: Natural moisturiser that softens and nourishes the skin.

NeemFaceWash:ForGentleSoapFreeCleansing


Why This?

42

This unique granular formulation effectively deep cleanses the skin, prevents the occurrence of pimples,

whiteheads and blackheads. It controls excessive oil secretion, leaving your skin feeling absolutely fresh

and rejuvenated.

Whats Inside?

Tea Tree Oil: Controls oil secretion.

Neem: Has anti-bacterial properties.

Chamomile: Soothes and moisturises the skin.

CreamFaceWash:ForGentleSoapFreeCleansing

For Normal to Dry Skin Types

43

Why This?

Specially formulated for normal to dry skin, this 100% soap-free rich & creamy face wash deep cleanses

your skin, nourishes it and restores its delicate moisture balance.

Whats Inside?

Peach/Aloe: Rich in moisturising and skin nourishing properties.

Wild Cherry: Rejuvenates & refreshes the skin.

FruitFaceWash:ForGentleSoapFreeCleansing

44

For All Skin Types

Why This?.

It washes away dirt from the innermost pores and revitalises your skin. Protects skin against the sun,

pollution and premature ageing, leaving it refreshed with a soothing after-feel.

Whats Inside?

Fruit (Apple) Extracts: Rich in moisturising and soothing properties.

Multi-Vitamin Complex: Protects skin from sun, pollution and premature ageing.

Fruit AHA: Revitalises skin.

45

FairnessFaceWash:ForaFresh&FlawlessSkin

For All Skin Types

Why This?

EverYuth Naturals Fairness Face Wash with Active Mili Capsules removes skin impurities and improves

complexion.





Whats Inside?




46

MAJOR COMPETITORSEverYuth face wash range falls in the middle class and higher middle class of the society.

Hence it falls in the fair price range. Therefore its major competitors are Garnier,

Himalaya, Lakme and Ponds

Table 1

The Garnier Face Wash Range consists of:

Garnier Gentle Face Wash

Garnier Freas Face Wash

Garnier Light Face Wash

Garnier Pure FaceWash

The Himalaya Herbals Face Wash Range

consists of:

Purifying Neem Face Wash

Purifying Neem Foaming Face Wash

Clear Complexion Whitening Face Wash

Gentle Refreshing Face Wash

Gentle Hydrating Face Wash

Gentle Exfoliating Daily Face WashThe Lakme Face Wash Range consists of:

Lakme Perfect Radiance Face Wash

Lakme Berry Lush Face Wash

Lakme Melon Melt Face Wash

Lakme Citrus Rain Face Wash

Lakme Fruit Blast Strawberry Face Wash

Lakme Fruit Blast Berrylicious Face Wash

Lakme Fruit Blast Honey Face Wash

Lakme Fruit Blast Pear Facewash

Lakme After Sun Skin Lightening

Facewash

The Ponds Face Wash Range consists of:

Ponds Clear Solutions Face Wash

Ponds White Beauty Face Wash

Ponds Daily Face Wash

Ponds White Beauty Face Wash

Ponds Intense Moisture Face Wash

47

CHAPTER 2

STRATEGIC MARKETING TECHNIQUES

STUDY OF 4 PS OF THE MARKETING MIXThe major marketing management decisions can be classified in one of the following four

categories:

Product

Price

Place (distribution)

Promotion

These variables are known as the marketing mix or the 4 P's of marketing. The term

"marketing mix" became popularized after Neil H. Borden published his 1964 article, The

Concept of the Marketing Mix. The ingredients in Borden's marketing mix included product

48

planning, pricing, branding, distribution channels, personal selling, advertising,

promotions, packaging, display, servicing, physical handling, and fact finding and analysis.

These four P's are the parameters that the marketing manager can control, subject to the

internal and external constraints of the marketing environment. The goal is to make

decisions that center the four P's on the customers in the target market in order to create

perceived value and generate a positive response.

Figure 1

Product DecisionsThe term "product" refers to tangible, physical products as well as services. Here are

some examples of the product decisions to be made:

Brand name

Functionality

Styling

Quality

Safety

Packaging

Repairs and Support

Warranty

Accessories and services

49

Price DecisionsSome examples of pricing decisions to be made include:

Pricing strategy (skim, penetration, etc.)

Suggested retail price

Volume discounts and wholesale pricing

Cash and early payment discounts

Seasonal pricing

Bundling

Price flexibility

Price discrimination

Distribution (Place) DecisionsDistribution is about getting the products to the customer. Some examples of distribution

decisions include:

Distribution channels

Market coverage (inclusive, selective, or exclusive distribution)

Specific channel members

Inventory management

Warehousing

Distribution centers

Order processing

Transportation

Reverse logistic

Promotion DecisionsIn the context of the marketing mix, promotion represents the various aspects of

50

marketing communication, that is, the communication of information about the product

with the goal of generating a positive customer response. Marketing communication

decisions include:

Promotional strategy (push, pull, etc.)

Advertising

Personal selling & sales force

Sales promotions

Public relations & publicity

Marketing communications budget

4 PS OF THE EVERYUTH FACE WASH RANGE

ProductThe term product for the Derma Care Range and the Clear Skin Complexion Mask

includes:Table 2

Product Size

Neem FaceWash 72g & 125g

Cream Face Wash 72g & 125g

Fairness Face Wash 72g & 125g

51

Lemon Face Wash 20g, 72g and 125g

Fruit Face Wash 72g & 125g

PriceThe prices of the various products of the EverYuth Face Wash Range are follows:

Table 3

Product

Price

Neem FaceWash Rs.42/-, Rs.65/-

Cream Face Wash Rs.42/-, Rs.65/-

Fairness Face Wash Rs.42/-, Rs.65/-

52

Lemon Face Wash Rs.15/-, Rs.42/- and Rs.65/-

Fruit Face Wash Rs.42/-, Rs.65/-

PlaceThis decision most importantly constitutes of the distribution channels. The various

distribution channels used by the marketing department is as follows:

53

Figure 2

Promotion

Till date EverYuth has aired numerous advertisements of its various products on the

national television channels.

54

EverYuth has in all aired 3 kinds of promotional advertisements:

1st kind is a popup picture in between music programs.

2nd kind is the traditional featured advertisements. They released 4 advertisements in this

series: 1 for Neem, 2 for Lemon and 1 for Light & Clear.

3rd kind is the mention of EverYuth facewash in the feature of the hugely popular comedy

programme Sun Yaar Chill Maar.

SWOT ANALYSIS

55

SWOT analysis is a tool for auditing an organization and its environment. It is the first

stage of planning and helps marketers to focus on key issues. It is applicable to either the

corporate level or the business unit level and frequently appears in marketing plans.

SWOT stands for strengths, weaknesses, opportunities, and threats.

SWOT Analysis is a powerful framework for analyzing your company's Strengths and

Weaknesses, and the Opportunities and Threats you face. This helps you to focus on your

strengths, minimize threats, and take the greatest possible advantage of opportunities

available to you.

Strengths and weaknesses are internal factors that create value or destroy value. They can

include assets, skills at its disposal, compared to its competitors. They can be measured

using internal assessments or external benchmarks.

Opportunities and threats are external factors that create value or destroy value. A company

cannot control them. It includes demographic, economic, political, technical, social, legal

factors. Any organization must try to create a fit with its external environment.

Factors included in a SWOT Analysis:

56

Major factors included in a SWOT Analysis are presented in the following matrix:

Figure 3

Confrontation Matrix

57

A tool to combine the internal factors with the external factors is the Confrontation Matrix.

On the basis of this matrix an organization decides which strategy should be adopted.

Figure 4

Simple rules for successful SWOT analysis Be realistic about the strengths and weaknesses of your organization when

conducting SWOT analysis.

SWOT analysis should distinguish between where your organization is today,

and where it could be in the future.

SWOT should always be specific. Avoid grey areas.

Always apply SWOT in relation to your competition i.e. better than or worse

than your competition.

Keep your SWOT short and simple. Avoid complexity and over analysis.

SWOT is subjective.

SWOT Analysis for the EverYuth Face Wash RangeTable 4

58

StrengthsBrand Name

Quality

Strong Distribution

Established Products

Fair Price

WeaknessProduct Awareness

Product Perception

Restrained Advertising Budget

Low Promotional Schemes

Huge Price Undercuts

OpportunitiesGrowing Market Due To Improving Economy

Untapped Potential In The Face Wash Market

Technical Innovations

ThreatsExisting Leaders

Competition From MNCs

Local Players With Herbal Products

59

CHAPTER 3

RETAILER ANALYSIS OF THE DERMACARE

RANGE

RETAILER ANALYSIS OF THE EVERYUTH FACE WASH

RANGE

1. Research Objective: To check the Stocking of EverYuth Face Wash Range at various retail

outlets in Suburban Kolkata

To evaluate the impact of advertisement on the movement of the product

To study the Distribution

To study the Overall Retailer Perception of EverYuth Face Wash Range

2. Research methodology:a. Time Scope 2 months

b. Methods of Data Collection:

60

Research Design - Descriptive Design

Sample Design

Sample Type Convenience

Sample Size 100

Data Collection Sources

Primary Source Retailers (Interview mode)

Secondary Source Internet, library, newspapers and magazines.

c. Geographical Scope: Ghola Bajar

Shyamnagar

Barrackpore

Belgharia

Barasat

Chandannagar

Srirampur

East Kolkata & Beliaghata

3. Data Analysis and Interpretation

Product Availability

61

Figure 5

EverYuth is available in 98% of the shops.

Garnier is available in 100% of the shops.

Himalaya is available in 100% of the shops.

Lakme is available in 94% of the shops.

Ponds is available in 95% of the shops.

Product Sales

62

Figure 6

38.77% shops claim that EverYuth is the lowest contributor to their sales of face wash.

30.61% shops claim that EverYuth is the 4th largest contributor to their sales of face wash.

14.28% shops claim that EverYuth is the 3rd largest contributor to their sales of face wash.

10.20% shops claim that EverYuth is the 2nd largest contributor to their sales of face

wash.

6.12% shops claim that EverYuth is the largest contributor to their sales of face wash.

21% shops claim that Garnier is the largest contributor to their sales of face wash.

50% shops claim that Himlaya is the largest contributor to their sales of face wash.

20.21% shops claim that Lakme is the largest contributor to their sales of face wash.

4.21% shops claim that Ponds is the largest contributor to their sales of face wash.

Product Demand

63

Figure 7

3.06% shops claim that demand of EverYuth is high, 61.22% shops claim that demand of

EverYuth is moderate and 35.71% shops claim that demand of EverYuth is low.

37% shops claim that demand of Garnier is high, 61% shops claim that demand of

Garnier is moderate and 1% shops claim that demand of Garnier is low.

41% shops claim that demand of Himalaya is high, 57% shops claim that demand of

Himalaya is moderate and 2% shops claim that demand of Himalaya is low.

3.06% shops claim that demand of Lakme is high, 61.22 shops claim that demand of

Lakme is moderate and 35.71 shops claim that demand of Lakme is low.

31.91% shops claim that demand of Ponds is high, 54.25% shops claim that demand of

Ponds is moderate and 13.82% shops claim that demand of Ponds is low.

Retail Margin

64

Figure 8

EverYuth provides 13% Basic Retail Margin.

Garnier provides 15% Basic Retail Margin.

Himalaya provides 10% Basic Retail Margin.

Lakme provides 10% Basic Retail Margin.

Ponds provides 10% Basic Retail Margin.

Distributor Visit per Week

65

Figure 9

13% shops claim that EverYuth distributors visit twice or more in a week, 58% shops

claim EverYuth distributors visit once a week and 29% shops claim that EverYuth

distributors visit irregularly.













Delivery Fault

66

Figure 10

78.57% shops claim that EverYuth deliveries rarely fail, 21.42% shops claim EverYuth

deliveries often fail and 0% shops claim that EverYuth deliveries frequently fail.

97% shops claim that Garnier deliveries rarely fail, 3% shops claim Garnier deliveries

often fail and 0% shops claim that Garnier deliveries frequently fail.

95% shops claim that Himalaya deliveries rarely fail, 5% shops claim Himalaya

deliveries often fail and 0% shops claim that Himalaya deliveries frequently fail.

98.93% shops claim that Lakme deliveries rarely fail, 1.06% shops claim Lakme

deliveries often fail and 0% shops claim that Lakme deliveries frequently fail.

97.89% shops claim that Ponds deliveries rarely fail, 2.10% shops claim Ponds

deliveries often fail and 0% shops claim that Ponds deliveries frequently fail.

.Damaged Product Redress Time

67

Figure 11

24.48% shops claim that EverYuth damages are changed immeditely fail, 29.59% shops

claim EverYuth damages are take long to get changed and 47.95% shops claim that

EverYuth damages take very long to get changed.

8% shops claim that Garnier damages are changed immeditely fail, 84% shops claim

Garnier damages are take long to get changed and 8% shops claim that Garnier damages

take very long to get changed.

5% shops claim that Himalaya damages are changed immeditely fail, 87% shops claim

Himalaya damages are take long to get changed and 7% shops claim that Himalaya

damages take very long to get changed.

6.38% shops claim that Lakme damages are changed immeditely fail, 54.25% shops

claim Lakme damages are take long to get changed and 39.36% shops claim that Lakme


7.36% shops claim that Ponds damages are changed immeditely fail, 53.68% shops

claim Ponds damages are take long to get changed and 38.94% shops claim that Ponds


Offers & Schemes

68

Figure 12

12.24% shops claim that EverYuth gives the best in offers & schemes.

27.55 shops claim that EverYuth is 2nd in offers & schemes.

17.34% shops claim that EverYuth is 3rd in offers & schemes.

24.48% shops claim that EverYuth is 4th in offers & schemes.

18.36% shops claim that EverYuth is 5th in offers & schemes.

53% shops claim that Garnier gives the best in offers & schemes.

12% shops claim that Himlaya gives the best in offers & schemes.

15.95% shops claim that Lakme gives the best in offers & schemes.

8.42% shops claim that Ponds gives the best in offers & schemes.

Suggestions for Increasing Sales

69

Figure 13

93% shops say that Advertisements can help boost EverYuth sales.

63% shops say that Displays can help boost EverYuth sales.

63% shops say that Sales Girls can help boost EverYuth sales.

63% shops say that better Offers % Schemes can help boost EverYuth sales.

63% shops say that better Retail Margin can help boost EverYuth sales.

Overall Perception (in a scale of 10)

70

Figure 14

Table 5

EverYut

h Garnier

Himalay

a Lakme Pond'sGholaBajar 6.09 7.72 8 7.54 7.18Shyamnagar 6 8.18 8.27 7.9 7.18Barrackpore 5.7 8 7.3 7.5 6Belgharia 5.1 7.4 6.4 6.55 6.8Barasat 4.9 8.25 7.45 5.77 5.27Chandannagar 5.07 9 8.69 7.38 8.23Srirampur 6.7 7.76 8.7 7.52 7.94EastKolkata&

Beliaghata 5.08 7 5.91 7.5 7.75Overall 5.58 7.91 7.59 7.2 7.04

LIMITATIONS

71

Limited to a particular time periodThe survey was conducted during the month of November and December, during which the

sale of face wash products is low.

Limited to Suburban KolkataDue to time and geographical constraints the Research was limited to the major markets in

Suburban Kolkata only.

Limited to Cosmetics OutletsDue to strict adherence to only surveying the cosmetics only selling outlets and avoiding

general merchants and groceries, some of whom also stock face wash products, results may

slightly vary.

72

CHAPTER 4

CONCLUSIONS & RECOMMENDATIONS

CONCLUSIONS

The following are the conclusions from my study:

Product Placement of EverYuth is in good shape.

EverYuth is the lowest contributor to the face wash sales in majority of the shops.

Product Demand in most of the shops is moderate, i.e. the consumer awareness is fair.

Everyuth gives a fairly handsome Retail Margin when compared with the major

competitors

73

Compared to the others, distributor visit per week of EverYuth is good when it comes to

two or more visits but, number of irregular visits is greater than any other major in the

market.

Damaged Products of EverYuth get changed immediately more number of times than the

times they are done by the other players. But, there is also a very large section of retailers

who feel that EverYuth products take very long time to get changed. This count is greater

than all the other players

Majority of the retailers believe that only Advertisements, Displays and Better Sales

Margins can help boost the sales of EverYuth. The Sales Margin is not bad at the current

state but, there is a huge undercut of prices which is eating away the margins.

There is a significant gap in the retailer perception of the EverYuth brand and its products

to the other majors of the market. In most of the cases it is more than 1 in a scale of 10.

RECOMMENDATIONSOn the basis of my study I would like to put forth the following recommendations:

Keep a close look at the services of the distributors and take immediate talks when errors

occur.

Retailers Margin should be increased so as to motivate the retailers to push the product.

Display of products in strategic stores at high visibility points could be done to improve

the movement of the complete range.

74

As the ad-awareness is really low, frequency of the advertisements should be increased in

the television and print media so as to increase the ad-recall.

Bouts of intensive advertising should be done during specific periods, to keep the brand

in the consideration set of consumers.

Trial packs and free samples of all the products of the complete range should be

introduced so as to facilitate the first-time users.

More promotional schemes could be implemented in order to increase the movement of

the product. For example: Tie-ups with beauty parlours to organize competitions for the

target audience could be a nice promotional scheme.

BIBLIOGRAPHYThe Market Research Toolbox

Author: Edward F McQuarrie

Publisher: Sage Publications

WEBLIOGRAPHY

www.zyduswellness.in

www.everyuth.com

www.google.com

www.wikipedia.org

75

Annexure:

QuestionnaireRetailOutlet:

ProductAvailability

EverYuthGarnierHimalayaLakmePonds

____________________

ProductSalesRanking


____________________

ProductDemand

HighModerateLow

Everyuth____________

Garnier____________

Himalaya____________

Lakme____________

Ponds____________

RetailMargin


76

____________________

DistributorVisit

TwiceorMoreOnceIrregular

EverYuth____________

Garnier____________


Lakme____________

Ponds____________

DeliveryFault

RareOftenFrequent

EverYuth____________

Garnier____________


Lakme____________

Ponds____________

DamagedProductRedressTime

ImmediateLongVeryLong

EverYuth____ ________

Garnier____ ________

Himalaya____ ________

Lakme____ ________

Ponds____ ________

Offers&SchemesRanking


____________________

SuggestionsforIncreasingSales

Ads

Displays

Salesgirls

BetterOffers&Schemes

BetterRetailMargin

AnyOtherSuggestions(PleaseMention):

OverallScoreinaScaleof10


____________________

77

Sugar Free Herbvia... a natural sweetener !!What is Stevia?Who should use Sugar Free Herbvia?Applications:Ingredients:Nutralite Table Spread is:How is Nutralite better than butter?

Market Analysis - Everyuth - Aviran Nandy

Documents

project report

process of marketing

project guide

project duration

face wash product range

successful swot analysis

data analysis

retailer analysis