A STUDY TO UNDERSTAND THE BUYING BEHAVIOUR OF CONSUMER FOR COOL HAIR OIL GIVING SPECIAL EMPHASIS TO SHREE BAIDYANATH

.
REPORT SUBMITTED IN PARTIAL FULFILLMENT OF REQUIREMENT FOR POST GRADUATE PROGRAMME IN MANAGEMENT BY TITAS MAZUMDER [REGN NO- EIILM/PGP/09-10/C089] SESSION July 2009-June 2011

FROM: SHREE BAIDYANATH AYURVED BHAWAN PVT.LTD

UNDER THE GUIDANCE OF

Internal guide--Prof. Harsh Arora [EIILM, Kolkata] External guide--Mr. Amit Kirtania [Brand Manager]

EASTERN INSTITUTE FOR INTEGRATED LEARNING IN MANAGEMENT 6, Waterloo Street, Kolkata 700069 17th March 201017th May 2010

ACKNOWLEDGEMENT

I take this moment to express our heart full gratitude and obeisance to our External project guide Mr. Amit Kirtania (Brand manager of Shree BaidyanathAyurveda Bhawan Pvt. Ltd).Who gave us the opportunity to undertake this particular study as a part of my summer internship project. I am also deeply indebted to professor Harsh Arora, who is my internal guide, for the valuable suggestion given by him, which important factors are contributing to the successful completion of the study. We would also like to thank Mr. Sumit Bhowmik and Sudipto Nayek (Assistant brand manager of Shree Baidyanath Ayurveda Bhawan Pvt Ltd) for the support and encouragement received from him at different time.

EXECUTIVE SUMMARY
The main aim of this project was to estimate the consumer preferences for cool hair oil with respect to brands and quality in various areas of North & South Kolkata and Howrah through market survey and also to help in the brand promotion of Baidyanath Himani Kalyan Tel by KIOSK activity & IN-SHOP

SELLING activity. To accomplish my goal and objective I at first prepared a close ended questionnaire by the help of our internal and external guide and then I collect primary data from 1200 customers throughout North & South Kolkata and Howrah. We have analyzed our data regarding brand availability in shops, regarding highest selling brands of cool hair oil in shops in various areas. After analysis we interpret our findings by the help of graphical analysis and findings and at the end of our research we gave some suggestion relating to our objective of research, which we felt very valuable to enhance their market share of Baidyanath Himani Kalyan Tel in future. It was really an honor for me to work in Baidyanath. But due to lack of information from various retailers we were unable to determine the market share of Baidyanath Himani Kalyan Tel as in amount or unit sold.

CHAPTER 1

INTRODUCTION

OBJECTIVE OF THE STUDY:

To know the demography of users of the cool hair oil. To know the factors influencing the consumers in purchasing cool hair oil. To know the Brand awareness of Baidyanath Himani kalyan Tel. To achieve sales target of Himani kalyan Tel by putting Kiosk in various location of north Kolkata,South Kolkata and Howrah. 5. To improve the effectiveness of Inshop sales executives of distributors of himani Kalyan Tel.
1. 2. 3. 4.

SCOPE OF THE STUDY:

Baidyanath is already well establish in the market in pharmaceutical product, but it has diversified itself to the FMCG product so there are lots of others things that has to be understand as a Sales Assistant. First the main thing I have learned how the supply chain process affect sales.
The intensity of competition in the FMCG industry and our ability to

maintain or improve our market position or respond successfully to changes in the competitive landscape.
Our ability ensures the Ayurvedic (herbal) quality, and timely delivery of

our products.
I have worked as a Sales Assistant, during the project I come to know that

customers are too price conscious they want a quality product in less amount.
I have learned about consumer behavior how they respond in practical life.

Consumers always looks for better value proposition, they always compare the benefits of one company to others.

Limitations of the study :

1. Most of the shop owners were not interested in devoting time in such

kind of study during their busy schedule.

2. Time Constraints, completing a project with in eight weeks of time

duration was really a challenge.

3. The distribution is not well organized and not working properly due to

less in number in certain areas.

4. The target segment for the ayurvedic products is generally not high. It

is very tough to make general awareness towards these products.

5. Since the market segment for Baidyanath Himani kalyan Tel ( cool

hair oil) is already saturated by the Dabur , Bajaj,Navaratna ,it is very difficult to switch customers to Baidyanath Himani Kalyan Tel as they want to stick to the above companies.

CHAPTER -2 INDUSTRY OVERVIEW

Ayurveda
The science of life

Ayurveda is more than just a system of medicine. It is a holistic way of life,

an approach to healthy living and complete wellbeing. In Sanskrit Ayurveda means knowledge of life, derived from the words Ayuslife and Vedaknowledge. Rooted in the 5,000 year old philosophy of the ancient Vedic civilization, the source of the Ayurvedic system is the wisdom of the Vedas, the sacred texts written by sages. The four VedasRig , Sama ,Yajur and Atharva, are a comprehensive body of knowledge, covering everything under the sun. The Atharva Veda, circa 1,000 BC, discusses Ayurveda, dividing it into eight branches Internal medicine Surgery of head and neck Ophthalmology Surgery Toxicology Psychiatry Pediatrics Gerontology(the science of rejuvenation) By the 6 th century BC, Buddhist pilgrims had carried the wisdomof Ayurveda to Tibet, China, Mongolia, Korea and Srilanka. Scholors from Rome, Egypt, Afghanistan, Persia and many other countries travelled to India, to seek the knowledge of life. Even Paracelsus, the 16 th century founder of western medical science, was inspired by Ayurvedic scriptures. So even European tradition of medicine derives a lot from the vedic civilization.

The Art of Healing

yurveda is unique in its treatment of diseases. The approach is very individualistic. Diagnosis of an ailment is made through observation, inquiry and physical examination, and the information collected is disseminated with the wisdom of the ancient texts. Treatment is determined by the combination of the physical energies of the person and the kind of imbalance that is causing the illness. And it is not limited to pills or potions. The cure involves a complete change in lifestyle, including diet and personal habits. Methods of treatment include the use of herbs, special foods, aromatherapy, colour therapy, yoga as well as surgery. Today alternative therapies are gaining ground all over the world, most of which can be traced back to Ayurvedic texts. Herbal remedies are being hailed as being holistic solutions to common as well as complex health problems. so the wisdom of Ayurveda is more relevant today than before and with sophisticated research technology, its power can be harnessed more effectively. According to Ayurveda, the body cannot be considered in isolation; complete health, therefore, is the result of perfect harmony between the body, mind, senses and the soul.

Herbs that cure

Since Ayurveda is a holistic and natural system of healing, it is only to be expected that the simplest and most common-place of items shall be used as ingredients for creating some very easy-to-make but most effective cures for and preventives against day-today ailments.

A few of which are mentioned below HERBS USED FOR AYURVEDIC SUPPLEMENTS Neem (Azadirachta indica)

Blood purifier, beauty enhancer Pimples: Mix neem powder, red sandalwood powder and curd in equal proportions. Apply the paste on the affected area Dandruff: Heat coconut oil with 100 gms.of neem powder and apply to your hair once a week. NEEM GUARD MADHUMEHARI GRANULES RAKTASODHAK BATI DIACONT

Tulsi - Basil (Ocimum sanctum)

Antiseptic Face pack: Basil (stem/leaves) juice, lime juice and honey can work wonders to your oily skin. Pimples: Blend crushed basil with mint (pudina) juice & lime juice. Apply this on your pimples. KASAMRIT HERBAL BAHUMUTRANTAK RASA

Amla - Gooseberry (Emblica officinalis)

One of the purest forms of natural Vitamin C. Nourishes the hair, thickening and darkening it at the same time. Good tonic for the eyes. Hair tonic: Mix henna powder, gooseberry, curd & lemon juice. Apply this to your hair and leave it for an hour. CHAYAWANPRASH AVLEHA JUNIOR CHAYAWANPRASH AMLAKI RASAYAN KABZ CARE Shikakai (Acacia concinna)

Hair-vitaliser. Herbal shampoo: Make a paste of shikakai, soap nut and gooseberry powder. This would serve as an effective herbal shampoo.

Reetha - Soap nut (Sapindus trifoliatus)

Excellent hair tonic Dandruff: Mix soap nut with water and apply once a week.

Brahmi - Indian pennywort (Bacopa monnieri)

Relieves anxiety & tension. Enhances memory power. Effective for nervous disorders Memory enhancer: Crush few tender leaves of Indian pennywort and express the juice after filtering with a clean cloth.Take 2 tea spoon of Brahmi juice before meal.

MEMOREX Stress Guard SHANKHAPUSHPI SYRUP BRAHMI BATI

Mehendi - Henna (Lawsonia albla)

Excellent hair conditioner & tonic.

Herbal bleach: Make a blend of cucumber, orange & lemon juice with henna and apply

Ghritkumari (Aloe vera)

Used for liver & spleen disorder. Promotes & regulates menstrual period. Hair vitalizer. Liver disorder: Indian aloe is a form of cactus. After peeling the hard skin, the pulp to be cored from inside. Take a leaf from the pulp with black salt and ginger juice every morning for 10 days. Promotes hair growth /arrests hair loss: Mix Aloe Vera gel with, castor oil, olive oil and apply. Skin nourisher: Massage a blend of castor and mustard oil with aloe vera gel into your skin and wait for the magic!

KUMARI ASAVA KUMARI ASAVA No - 3 RAJAHPRAVARTANI BATI

Eucalyptus (Eucalyptus citriodara)

Best solution for blocked nose & sore throat. Excellent deodorant. Effective for acne and boils Acne & boils: Mix eucalyptus oil with mustard oil and apply on the affected zone. NILGIRI TAIL

CHAPTER -3

COMPANY PROFILE

1) Baidyanath is Indias one of the oldest Brand. 2)It is the largest manufacture r of Ayurvedic medicines since 1917 3) Baidyanath s product is based on Vedic process, which gives it advantage over other products.

Baidyanath
The fountainhead

andit Ram Dayal Joshi established Shree Baidyanath Ayurved

Bhavan Private Limited in 1917 to combine the resources of Ayurveda with modern research and manufacturing technology. More popularly known as Baidyanath, it is one of indias most respected companies, manufacturing the largest range of Ayurvedic products in the world.

Realising the need to encourage research in herbal healthcare, the Pandit Ram Dayal Joshi memorial Ayurvedic Research Institute was set up in 1971 at Patna, India. Every year , this prestigious institute honours the best publication on Ayurveda with an award of Rs. 200,000. The achievements of Baidyanath over the years include A range of 700 Ayurvedic products 10 manufacturing centres 1600 dedicated and trained employees Regularly updated centralized research and development facilities Over 3,500 exclusive showrooms supervised by fully qualified medical practitioners More than 10,000 distributors Exports to several countries around the world Establishment hospitals and supervision of specialized Ayurvedic

Publication of the monthly Ayurvedic magazine Sachitra Ayurved 5 free clinics catering to over 300 patients everyday

 Running 2 leading schools in 2 Indian states

Goodcare
Global ayurveda:

t Goodcare Pharma Private Limited, popularly known as

Goodcare our mantra is Authentic Ayurveda. Our team of highly qualified R&D specialist tap the resources of Ayurveda with the help of modern science. The result of their efforts is the creation of new age herbal/Ayurvedic lifestyle solutions, including herbal probiotics, antioxidants, nutraceuticals and phytonutrients.

Our state-of-the-art manufacturing plant at Bagi, Bishnupur in West Bengal, India, is set in the middle of a vast garden, housing, several rare species of medicinal herbs. We also have a second unit in Gurgaon, New DelhiGoodcare is the brainchild of Mr. RK Sharma,our chairman, who has also developed the worlds first portal on Ayurveda, allAyurveda.com. Today authentic Ayurveda is just a mouse click away for millions of people .

Mission...
To be the global numero uno in ayurveda and its related spheres by leveraging on our brand equity, vast experience, core knowledge and competence, procurement expertise, modern manufacturing and research capabilities.

Manufacturing
Research and development
For us, research and development are the prerequisites of production. Which is why we are so proud of our R&D centre at joka, near kolkata, west Bengal. It is manned by qualified ayurvedic doctors, engineers and chemists who research the active ingredients in medical herbs. The functions of the centre include Identification of easily available hrbs with high therapeutic value Formulation of new products and upgrading existing products Pharmacological and toxicological studies Clinical trials on new products Selection of the perfect herbal ingredients for various medicines Identification and gradayion of herbs according to their protective and curative properties Helping the various production units of the company to operate more efficiently, conserve energy and optimize resources And thats just the beginning we plan to introduce herbal medicines in newly emerging therapeutic segments, including diabitology, cardiovascular diseases and hepatology. Although these segments are growing rapidly, at present there are no herbal remedies available for such diseases research findings to practical situations. Our commitment is to deliver authentic and effectic remedies that are affordable. For this purpose, the company has set aside substantial funds to be invested in R&D projects .. The R$D facility actively collaborates with various academic institutions and government run hospitals to assess the applicability of its project.

Manufacturing facilities
Shree Baidyanath Ayurved Bhawan or Baidyanath and Goodcare

have been pioneering Ayurvedic healthcare since 1917, with 10 ultra modern manufacturing facilities in various parts of the country. Setup close to the source of the herbal ingredients, most of our units are GMP and ISO certified. Manufacturing a range of over 700 patented ayurvedic products, our analytical laboratories also use equipments that adhere to GMP standards.

The manufacturing process begins with the careful selection of raw materials that are processed under completely hygienic conditions. All the processes are regularly validated, calibrated and updated as and when necessary. Quality control is a rigorous, painstaking process by itself, followed religiously for every product.

Our highly qualified scientists, engineers and ayurvedic doctors enrich the manufacturing operations with their vast knowledge and expertise. For Authentic Ayurveda, we constantly achieve the perfect blend of tried-and- trusted wisdom with the trials and tests of modern science.

Total quality management

Baidyanath and Goodcare are universally respected for the quality of its products. This level of trust is a result of the companys elaborate quality control system, which ensure that only the best raw materials go into the making of every product. Herbal ingredients are thoroughly

analysed to select the materials of the highest grade. In process quality management maintains the right process parameters . the finished product is also subjected to extensive quality control test which it must pass through before it is packed. This extensive quqlity management has earned the company the GMP certification.

At baidyanath, we strive to exceed the consumers expectations and give them the best value for their money. Baidyanath has tied up with jadavpur university, kolkata, India, as well as SGS laboratory, Switzerland. The aim is to avail of the best facilities for the testing and analysis of products at various stages of production.

EXPORT
The Global Arena
Ayurveda was born out of mens respect for nature. Then, for a long time, men lost that respect, preferring quickfixes to the quiet wisdom of the ancients. Now we have come full circle, as more and more people are turning to nature to find answers to not just physical problems, but spiritual questions as well.

With the increasing popularity of herbal healthcare all over the world Baidyanath and Goodcare are all set to conquer the global market. Companys export division is rapidly widening its network worldwide, making its presence felt in the USA, UK, Italy,Germany,France, Netherlands,Latvia,Singapore,Mauritius,Kenya,Seychelles, Greece,Morocco,Newzealand,Bangladesh and Australia.

Widely accepted and recognized everywhere, Baidyanath and Goodcare also undertake outsourced work for international brands of different countries.

Company Description
Mr.R.K.Sharma
(Director of Baidyanath Ayurved Bhawan Pvt. Ltd.)

Mr G.L. Agrawaal

(Vice President of Baidyanath Ayurved Bhawan Pvt. Ltd.)

Mr. P.K.Banerjee
(DGM Sales of Bhawan Pvt. Ltd.) Baidyanath Ayurved

Mr. D.Ghosh
(HR Manager of Bhawan Pvt Ltd.) Baidyanath Ayurved

Mr. Amit kirtania

(Brand manager of Marketting department of Baidyanath Pvt Ltd.)

BAIDYANATH HIMANI KALYAN TEL

Baidyanaths future
As the usage of Ayurvedic Products grows in the worlds emerging markets, Baidyanath will continue to develop Ayurvedic products that can contribute to increased economic growth and quality of life. At the same time, Ayurvedic products is converging with pills, tablets, attractive bottles, making it possible for people to use frequently without any side effects . A series of Ayurvedic products have come up with the solutions of a lot of diseases starting from cough cold to sexual diseases. Baidyanaths success story is built on constant innovation. Our very human technology is all about enhancing the quality of Ayurvedic products. Thats why Baidyanath will never stop finding new products for healing and serving people.

Segmentation Strategy

The profile for Baidyanath customer consists of the following geographic and Demographic:

(A) Geographic:
Our immediate geographic target is rural India. The total targeted population is estimated at 100 million

(B) Demographic:
Male and female. Ages 25-50, this is the segment that makes up 80% of the baidyanath market. Income group, this segment is divided as 1. A+ Socio Economic Class: Families having income more than 20,000. Baidyanaths Goodcare concentrates on this group. 2. A Socio Economic Class: Families having income between 15,000 to 20,000 lie in this segment 3. B+ Socio Economic Class: Families having income between 10,000 to 15,000 lie in this segment 4. B Socio Economic Class: Families having income below 10,000 lie in this segment

DIVISIONS OF BAIDYANATH PRODUCTS

Baidyanath manufactures more than 700 products which are categorized in three divisions Over the Counter (OTC) division Consumer Product (CP) division Ayurvedic Product (AP) division

i) OTC DIVISION:
The OTC division is the highest revenue generation division and it includes a lot of products that has very high demand in the market. It includes-

Chyawanprash: It is a perfectly balanced tonic for the entire family that increases bodys natural resistance to diseases. It is the original chayawanprash prepared on the authentic principles maintaining strict hygiene and quality control. Kabz-har: 100% safe ayurvedic remedy used foe quick relief in constipation. Dant Manjan Lal: Ayurvedic toothpaste that prevents tooth decay, bad breath abd bleeding gums. Madhumehari: Helpful in controlling blood sugar and allied complications. Rhuma Oil: Effective ayurvedic massage oil for joint and muscle pain. Isabgol: Shankhapuspi:100% safe and natural brain tonic that improves memory, indicated in weak memory, forgetfulness. Vita-Ex Gold: An excellent formula for stronger and sustained stamina and vitality. Rumartho: Effective solution for various muscular pains.

ii) CP DIVISION :
These are basically consumers daily products which includes ------------- Ark pudina :use in fast relief from indigestion,gastric pain or acidity. Red toothpaste: prevents tooth decay,bad breath and bleeding gums. Medibath Ayurvedic soap:It is a complete vegetarian

soap. Isabgol: A natural Remedy for constipation. Neem Guard Capsule: for flawless skin and healthy body. Kasundi:A testy natural mustard sauce. Madhu: 100% pure honey Hazamyum: Testy and digestive tablets and candy. Gulab jal: It refreshes skin and eyes. Mango amla:It is simply devine.

ii)AP DIVISION:
These are basically medicines which includes the following--------------------- Clove oil: A natural antiseptic remedy for toothache. Dashmoolarista: All round tonic for women. Castor oil: Safe remedy for constipation. Memorax : It is a memory booster tablet. Liverol syrup: Long lasting relief from liver disorder. Ashokarista: An effective tonic for women. Sundari kalp:A tonic for reduce the monthly tension. Leukonil tablet: Safe and effective treatment for leucorrhoea.

The FMCG Industry:

What are Fast Moving Consumer Goods (FMCG)? Products which have a quick turnover, and relatively low cost are

known as Fast Moving Consumer Goods (FMCG). FMCG products are those that get replaced within a year. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, tooth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, bulbs, batteries, paper products, and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products, soft drinks, tissue paper, and chocolate bars. FMCG industry, alternatively called as CPG (Consumer packaged goods) industry primarily deals with the production, distribution and marketing of consumer packaged goods. The Fast Moving Consumer Goods (FMCG) are those consumables which are normally consumed by the consumers at a regular interval. Some of the prime activities of FMCG industry are selling, marketing, financing, purchasing, etc. The industry also engaged in operations, supply chain, production and general management.

FMCG industry economy:

FMCG industry provides a wide range of consumables and accordingly the amount of money circulated against FMCG products is also very high. The competition among FMCG manufacturers is also growing and as a result of this, investment in FMCG industry is also increasing, specifically in India, where FMCG industry is regarded as the fourth largest sector with total market size of US$13.1 billion.

Common FMCG products:

Some common FMCG product categories include food and dairy

products, glassware, paper products, pharmaceuticals, consumer electronics, packaged food products, plastic goods, printing and stationery, household products, photography, drinks etc. and some of the examples of FMCG products are coffee, tea, dry cells, greeting cards, gifts, detergents, tobacco and cigarettes, watches, soaps etc.

An Overview of the FMCG Industry in India:

Indian FMCG Sector
The Indian FMCG sector is the fourth largest in the economy and has a market size of US$13.1 billion. Well-established distribution networks, as well as intense competition between the organised and unorganised segments are the characteristics of this sector. FMCG in India has a strong and competitive MNC presence across the entire value chain. It has been predicted that the FMCG market will reach to US$ 33.4 billion in 2015 from US $ billion 11.6 in 2003. The middle class and the rural segments of the Indian population are the most promising market for FMCG, and give brand makers the opportunity to convert them to branded products. Most of the product categories like jams, toothpaste, skin care, shampoos, etc, in India, have low per capita consumption as well as low penetration level, but the potential for growth is huge. The big firms are growing bigger and smaller companies are also growing with rapid potential. According to the study conducted by AC

Nielsen, 62 of the top 100 brands are owned by MNCs, and the rest are by Indian companies. Fifteen companies own these 62 brands. Companies having higher number of brands are 1) Hindustan Lever. 2) Pepsi 3) Thums Up 4) Britannia 5) Colgate 6) Nirma 7) Coca-Cola

Outlook
There is a huge growth potential for all the FMCG companies as the per capita consumption of almost all products in the country is amongst the lowest in the world. Again the demand or prospect could be increased further if these companies can change the consumer's mindset and offer new generation products. Earlier, Indian consumers were using non-branded apparel, but today, clothes of different brands are available and the same consumers are willing to pay more for branded quality clothes. It's the quality, promotion and innovation of products, which can drive many sectors

Opportunities for FMCG Industry:

The Indian FMCG sector with a market size of US$13.1 billion is the fourth largest sector in the economy. A well-established distribution network, intense competition between the organized and unorganized segments characterize the sector. FMCG Sector is expected to grow by over 60% by 2010. Hair care, household care, male grooming, female hygiene, and the chocolates and confectionery categories are estimated to be the fastest growing segments.

Growth Prospects:
With the presence of 12.2% of the world population in the villages of India, the Indian rural FMCG market is something no one can overlook. FMCG sector is also likely to benefit from growing demand in the market. Because of the low per capita consumption for almost all the products in the country, FMCG companies have immense possibilities for growth. If the companies are able to change the mindset of the consumers, i.e. if they are able to take the consumers to branded products and offer new generation products, they would be able to generate higher growth in the near future.

At present, urban India accounts for 66% of total FMCG consumption, with rural India accounting for the remaining 34%.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.

Threats in FMCG Industry:

Uncertainty currently clouds the economic prospects of both the US and world economies. This is because the US economy for the past decade has represented around 30% percent of the world total. The deepening international economic downturn is encouraging consumers to adjust their attitudes towards consumption. The US sub-prime crisis is shaking national confidence levels not only in the American markets but in Europe and Australia Recessionary consumers are cutting their spending habits and looking to save rather than spend Recessionary consumers are looking for value for money in their CPG purchases and it has become the most important influence over grocery store choice globally. Different age groups' recessionary CPG behaviors will vary based on their range of needs and exposure to financial pressures

 Key CPG categories face varying levels of risk from changing consumer attitudes and behaviors.

Competitor Analysis of Baidyanath

[A] The Dabur India Limited:
Dabur is among the top five FMCG companies in India and is a herbal specialist. With a turnover of Rs. 19 billion (approx. US$ 420 million) in 2005-2006, Dabur has brands like Dabur Amla, Dabur Chyawanprash, Vatika, Hajmola and Real. Sretegic intent Focus on growing core brands across categories, reaching out to new geographies, within and outside India, and improve operational efficiencies by leveraging technology

Be the preferred company to meet the health and personal grooming needs of the target consumers with safe, efficacious, natural solutions by synthesizing our deep knowledge of ayurveda and herbs with modern science. Build a platform to enable Dabur to become a global ayurvedic

leader

Be a professionally managed employer of choice, attracting, developing and retaining quality personnel Be responsible citizens with a commitment to environmental protection.

Core values: Passion For Winning: To be the leaders in areas of responsibility, with a deep commitment to deliver results. Consumer Focus: To have superior understanding of consumer needs and develop products to fulfil them better. Team Work: The Dabur team works together on the principle of mutual trust & transparency in a boundary-less organisation. Innovation: Continuous innovation in products & processes is the basis of its success. Integrity: The Company is committed to the achievement of business success with integrity, to be honest with consumers, with business partners.

[B] The Emami Limited:

The Emami Limited is one of Indias leading cosmetic and ayurvedic product manufacturing company. The company origines from Kemco Chemicals, an Ayurvedic medicine and cosmetic manufacturing unit of Kolkata in 1974. In 1995, Kemco Chemicals, the partnership firm was converted into a Public Limited Company under the name and style of Emami Ltd. In 1998, Emami Ltd was merged with Himani Ltd and its name was changed to Emami Ltd as per fresh certificate of incorporation dated September1, 1998.

 Vision:

Making people healthy and beautiful, naturally.

Mission: To contribute whole heartedly towards the environment and society integrating all the stakeholders into the Emami family To make Emami synonymous with natural beauty and health in the consumers mind. To strengthen and foster in the employees, strong emotive feelings of oneness with the company through commitment to their future To drive growth through quality and innovation in products and services To encourage decision making ability at all levels of the organization

Emami would strive to be :

To be part of every household in the country To be a major player in every product category we venture into To be one of the most respected marketer in the country To be recognized as a global brand.

Companys core values:

Commitment & loyalty to institutional values and principles Integrity Customer orientation Leadership and innovation Attention to detail Teamwork & team environment Simple living, high thinking Social responsibility

[C] Himalaya
The Himalaya Drug Company was founded in 1930 with a clear vision to make ayurveda popular in the society. Since its inception, the company has focused on developing safe, neutral and innovative remedies that will help people live richer, healthier lives. Today, Himalaya products have been endorsed by more than 250,000 doctors around the globe and consumers in more than in 65 countries. Its constant endeavor is to create innovative products that satisfy that satisfy the health and personal care requirements of healthy living. Its products can be broadly categorized into three main categoriespharmaceutical, personal care and animal health.

Competitive Analysis on Porters Five Forces Model :

A no. of reasons can be responsible for low marker penetration of a business newspaper in a particular city or country. It is highly necessary to analyse the competitive forces that governs the newspaper industry to understand the reasons for low circulation. According to Business Strategy experts, there are five basic forces that defines the competition within a industry. MICHEAL E PORTERs five forces model is the best way to analyse these forces.

According to this model,firms strive for a competitive advantage over the rivals.Degree of rivalry is defined by the folowing factors-

i) ii) iii) iv) v) vi) vii) viii)

Exit Barriers Industry Concentration Industry Growth Product Differences Brand Identity Diversity of Rival Corporate Stake Switching Cost

CHAPTER4 METHODOLOGY

What is research methodology?

Research methodology is a systematic way to solve the research problems; it refers to search for knowledge, a scientific and systematic search for information.

Marketing research is the systematic design, collection, analysis and reporting of data and finding relevant to a specific marketing design, collection, analysis and reporting of data and finding relevant to a specific marketing situation facing the company.

[A] SAMPLE DESIGN :

It is totally based on primary and secondary data. Data collection means collections of information, facts or figures for the problem. The primary and secondary data are described below -------

[i] Primary data collection- Primary data is the first hand information
obtained by investigator. Primary source is one itself collects the data .Primary data can be collected by observation, by interviews, by face to face questioning, by using questionnaire on Baidyanath himani kalyan tel , when the needed data do not exist or are dated, inaccurate, incomplete, or unreliable.

[ii] Secondary data collection Secondary data is collected by others

already and the Researcher is using that information for his own research purpose.

Secondary data can be collected from published reports, newspaper, websites, and journals, Publications of national and international organization.

[B] RESEARCH DESIGN:

Brand promotion A brand is a product or service whose dimensions differentiate it in
someway from other products or services

Promotion stimulates quicker or greater purchase of particular product or

service.

BELOW THE LINE:

Below the line sales promotions are short-term incentives, largely aimed at consumers

The term 'below-the-line' promotion refers to non-media communication, even non-media advertising. Incentive to purchase, expressed in cash having a short term duration.

Below the line promotions are becoming increasingly important within the communications mix of many companies, not only those involved in FMCG products, but also for industrial goods.

BTL Activities carried out for Baidyanath Himani kalyan tel:

(Target Group for this product was B and B+ S.E.C).

[i] Kiosk activity [ii] In shop selling [iii] Providing free sample of 25 ml of Himani kalyan tel, Etc. Note : B class means a family having income between Rs. 5000-10,000 and B+ means a family having income between Rs. 10,000-20,000

[ S.E.C. means socio economic class people]

[i] KIOSK

ACTIVITY:

It is the activity which includes the open market brand promotion of Himani Kalyan Tel With sale of it. We have put a stall at companys selected area.

AREAS :

[A] SOUTH KOLKATA;

1. Park circus

2. Khiderpore 3. Mominpore 4. Sokher Bazaar 5. Siriti sosan ghat (Korunamoyee,Tollygunge) 6. Pahaarpur 7. Lohapur 8. Picnic Garden

[B ] NORTH KOLKATA : 1. Kashipur 2. Dakhineswar 3. Adyapith

[C] HOWRAH DISTRICT:

1. Howrah maiden 2. Sandhya bazaar 3. Bankra 4. Liluah 5. Belur

DUTIES AND RESPONSIBILITIES:

door selling To equip the promoters with proper stock To check whether they clothed the apron, cap and badge or not To demonstrate them properly about the product To provide them a target of selling at least 10 products in a day To submit the customer feedback and selling report to our senior

Deliberation with seniors in picking and choosing proper area for door to

[ii] INSHOP

ACTIVITY:

Products are highlighted Attractive posters, banners and danglers were there to highlight the product

 A lady promoter was there to demonstrate the product The promoter was wearing a Baidyanath printed t-shirt to make people
aware about the product and the brand

Duties and responsibilities:

To search the shop for inshop selling To provide the retailers certain discounts and gifts on the sale of our product To demonstrate the promoters about the product To look after the proper dress and dealing style of promoters To provide the promoters a target of selling at least 10 product in a day To find a proper place for deploying banners, posters and danglers To submit the customer feedback and selling report to our colleague

QUESTIONNAIRE
1. User: ( ) yes ( ) no

2. Name:

3. Address:

4. Contact number:

5. Gender:

( ) male

( ) female

6. Age limit:

( ) below 30 ( ) 40 to 50

( ) 30 to 40 ( ) above 50

7. Occupation: [FOR MALE] ( ) worker ( ) service ( ) businessman ( ) others

[FOR FEMALE] ( ) worker ( ) service ( ) housewife ( ) others

8. Monthly income: 10,000

( ) below Rs. 5000

) Rs. 5000 to

( ) Rs. 10000 to 20,000 20,000

) Above Rs.

9. Which cool hair oil have you used most? ( ) Navaratna H.K. Tel ( ) Bonfool ( ) Himgangye ( ) Baidyanath

10. What are the parameters do you look while buying any cool hair oil?

( ( ( (

) For comfort ) It decrease hair fall ) For good smell ) For style

11. Which Stock Keeping Unit (SKU) do you normally buy in Baidyanath Himani Kalyan Tel?

) 50 ml

( ) 100 ml

) 200 ml

( ) 400 ml

12. How much is the price of that Stock Keeping Unit (SKU) you have used?

( ) Rs. 20 ( ) Rs. 65

( ) Rs. 35 ( ) Rs. 120

13. For whom do you buy Himani Kalyan Tel?

( ) For self use ( ) For grand father and mother

( ) For parents ( ) For other relatives

14. How frequently do you buy Himani Kalyan TEL?

( (

) Seasonal ) On need

( ) Regular ( ) Occasional

[C] DATA:

Sampling plan

1. Sampling unit - Walk-in customers in retail outlet and in road 2. Sample size 1200 3. Sampling Instruments- i) Questionnaire
ii) Face to face interview

4. Data collection areas For KIOSK ACTIVITY:

[A] SOUTH KOLKATA;

1. Park circus

2. Khiderpore 3. Mominpore 4. Sokher Bazaar 5. Siriti sosan ghat (Korunamoyee,Tollygunge) 6. Pahaarpur 7. Lohapur 8. Picnic Garden

[B ] NORTH KOLKATA :

1. Kashipur 2. Dakhineswar 3. Adyapith [C] HOWRAH DISTRICT: 1. Howrah maiden 2. Sandhya bazaar 3. Bankra 4. Liluah 5. Belur For INSHOP SELLING ACTIVITY:
This activity was mainly done in Kolkata.The locations are given below--1. Bijoygarh bazaar 2. Bara bazaar 3. Banhoogly 4. Sree Kolony bazaar 5. Chetla bazaar 6. Ahiritola lane 7. Ashok nagar bazaar 8. Girish park 9. Rani kuthi

10. Regent colony 11. Bansdroni bazaar

12. Jadavpur bazaar

CHAPTER 5
DATA ANALYSIS FINDINGS AND

DISTRIBUTION OF SEX OF

USERS:
21%

MA L E F E MA L E

79%

A. ANALYSIS:
The sample size of my project is 1200.From the above pie chart it is observed that among the total users 79% of the users are male, while 21% are female users. Thus the total number of the male customer is 946 and the total number of female customers is 254.

B. FINDINGS:
From the above pie chart, it is found that the number of male customer is almost 4 times than that of female customer. It is because the customers are basically very poor and are labour-worker.so the male population is more. So it can be easily concluded that the brand of Baidyanath Himani Kalyan Tel is more popular among the males. So company mainly targets them. So location for KIOSK and INSHOP activity are chosen in factory and market area or near the station area where the company can catch more customers.

A.

STATISTICAL ANALYSIS AND FINDINGS FOR MALE:

AGE DISTRIBUTION OF THE USER:
ANALYSIS:
1. The number of the users of Baidyanath Himani Kalyan Tel

among the male whose age is below 30 is 212.. 2. The number of users of Baidyanath Himani Kalyan Tel among the male whose Age is in between 30 to 40 are 289.. 3. The number of the users of Baidyanath Himani Kalyan Tel among the male Whose age is in between 40 to 50 are 311. 4. The number of the users of Baidyanath Himani Kalyan Tel among the female whose age is above 50 are 134.

FINDINGS:
From the above graph, it is found that mainly those male whose age distribution are in between 40 to 50 (highest number of users) and in between 30 to 40 (second highest number of users) are the main and regular customer of This cool hair oil. This is because that these aged males are workers whose monthly income is below Rs. 5000. As we previously observed That that the workers are the major target group of Baidyanath Himani Kalyan Tel, so this statistical result matches with the previous analysis. This is also found that those male whose age is above 50 Are also the also the customer of Baidyanath Kalyan Tel because of their comfort during summer. But the young aged female uses this cool hair oil in very little amount because they are style conscious more than getting comfort. So they are less interested about cool hair oil.

OCCUPATIONS OF THE USERS:

ANALYSIS: From the above graph it is observed that out

of total 946 male users 1. The number of users who are worker is 689. 2. The number of users of Baidyanath Himani Kalyan Tel who are businessman is 136. 3. The number of customers who are service holder is 47. 4. The number of persons of other occupation is 74.

 FINDINGS: From the above graph and analysis, it is found

that most of the male Users are worker in occupation. So basically they are companys target group are those workers. Because they need this type of cool hair oil during their work on regular basis. So the company chose the area for KIOSK activity near the factory or market area or near the station related auto, bus or rikswa stand. A few of the male users are businessman. A very little portion of the male customers are service holder. And other customers are of other occupation like drivers, some of them are homeopathic or ayurvedic doctor. So this analysis proves that Baidyanath Himani Kalyan Tel is most popular among the worker group.

MONTHLY INCOME LEVEL OF THE USERS:

ANALYSIS: From the above graph, it can be analyzed that 1. The number of the customers whose monthly salary is below Rs.5000 is335. . 2. The total number of customers whose monthly income is in between Rs 5000 to 10000 are 397. 3. The total number of female customers whose monthly income is in Between 10000 to 20000 are 78 only. 4. The number of high salaried customer whose monthly income is above 20000 is 136.

. FINDINGS: This is found that those customers whose monthly income is below Rs. 5000 or in between 5000 to 10000 they are mostly workers. Previously it was observed that mainly workers are the target customers of Baidyanath Himani Kalyan Tel, so That result also reflects on this analysis. Thats why low salaried males are major in number. Some of the male customers whose monthly

income is 10000 to 20000 or above 20000, frequently use this cool hair oil.

DIFFENT COOL HAIR OIL USED BY THE CUSTOMERS:

ANALYSIS: From the above graph it is found that the number of male customer who buys Navaratna Cool Hair Oil is 602. 2. From the above graph it is found that the number of male customer who buys Baidyanath Himani kalian Tel is 217. 3. From the above graph it is found that the number of male customer who buys Bonfool Cool Hair Oil is 76. 4. The number of customers who use himgangye is only 51 FINDINGS: From the above graph it is found that the demand of Navaratna is more than Baidyanath Himani kalian Tel among the male customers. It is because Navaratna provides their advertisement through Above the Line (ATL) activity means through Televisions. But Baidyanath provides their brand awareness through Below the Line (BTL) activity means by promotion of oil through Kiosk Activity, In shop selling, Radio advertisement and Newspaper advertisement. So brand popularity of Navaratna cool Hair Oil is more than that of Baidyanath Himani Kalyan Tel.But the market share of Baidyanath Himani Kalyan Tel is more than that of Bonfool and Himgangye.

PARAMETERS OF USING BAIDYANATH HIMANI KALYAN TEL:

PARAMETER FOR BUYING H.K.T 827 900 800 700 600 500 400 300 200 100 0 COMFORT DECREASE HAIR FALL GOOD SMELL STYLE 101 14 4 PARAMETER FOR BUYING H.K.T

ANALYSIS: From the above graph, it is analyzed that out

of total 946 male customers1.827 male customers use Baidyanath Himani Kalyan Tel because of their comfort. 2.1O1 male customers use Baidyanath Himani Kalyan Tel because this oil help to decrease the hair fall. 3.14 of them use Baidyanath Himani Kalyan Tel for its good smell. 4.Only 4 of them use this cool hair oil for style.

FINDINGS: From the above graph. It is found that most of

the male customers use this cool hair oil for their comfort. Because previously this is observed that most of the customers are workers. So they are basically very poor. So they need comfort during and after the work mainly basically in summer season.Baidyanath Himani Kalyan Tel keeps the head cool and it reduces the headache. So most of the male customers use this cool hair oil mainly for the comfort. Baidyanath Himani Kalyan Tel is completely ayurvedic oil. So it helps to decrease the hair fall. So a few males are attracted towards the Baidyanath Himani Kalyan tel.Such type of cool hair oil has a very good smell. Thats why a Small percentage of the customers is interested for its good smell. But very few people use this cool hair oil for style. Because the teenagers are mainly style conscious. But it is found previously that teenagers (below 30) are les interested to use this cool hair oil. Here it is also found that this cool hair

oil is not used for style.

THE STOCK KEEPING UNIT (SKU) USED BY THE CUSTOMERS:

ANALYSIS: 1. From the above graph it is found that the number of male customer who buys 200 ml SKU Himani kalyan Tel is 373. 2. From the above graph it is found that the number of male customer who buys 400 ml SKU Himani kalyan Tel is 321. 3. From the above graph it is found that the number of male customer who buys 100 ml SKU Himani kalyan Tel is 185. 4. From the above graph it is found that the number of male customer who buys 200 ml SKU Himani kalyan Tel is 67. FINDINGS: From the above graph it is found that the 200 ml SKU of Himani Kalyan Tel is mostly sold. Thereafter 400 ml SKU of Himani Kalyan Tel is sold. Thereafter 100 ml and 50ml SKU of Himani Kalyan Tel are sold respectively. This is because we have previously found that the male customers of Himani Kalyan Tel are mainly Worker. According to their income level they are able to buy the Stock Keeping Unit (SKU). Company provide one free sample of 25 ml of Himani kalian Tel with 100 ml SKU, two with 200 ml SKU and three with 400 ml SKU.Company doesnt provide any free sample with 50 ml SKU.So the price of the 200 ml SKU is reachable to them according to their income. So this 200 ml SKU is mostly sold. The other male customers are businessman and doing their service. They are interested for 400 ml SKU as the get 3 free sample of Himani Kalyan Tel i.e. 75 ml of Himani kalian Tel.So these two SKUS are mostly sold. Some of very poor customers are interested to buy 50 ml SKU, though there is no free sample with it. They are interested to buy it because the price of 50 ml is very low that is Rs 20. THE PRICE OF THE STOCK

KEEPING UNIT (SKU) USED BY THE CUSTOMERS:

PRICE OF S.K.U OF H.K.T(IN Rs.) 450 400 350 300 250 200 150 100 50 0 140 75 42 23 340 385 PRICE OF S.K.U OF H.K.T(IN Rs.)

152 69

ANALYSIS : From the above graph ,it is analyzed that

1. The number of customers who buy the stock keeping unit of Rs 140 is 340. 2. The number of customers who buy the stock keeping unit of Rs 75 is 385. 3. The number of customers who buy the stock keeping unit of Rs 42 is 152. 4. The number of customers who buy the stock keeping unit of Rs 23 is 69.

FINDINGS :
It is found that most of the customer buy the stock keepings unit of Rs 75 because as the target group of company are the workers and in Rs 75 ,200 ml cool hair oil is available but in kiosk activity company provides two free samples each of 25 ml.Thus the customers gets 50 ml of extra oil in just Rs 75.so it is more profitable for the customer thats why customers are most interested to buy this SKUof Rs 75.The S.K.U of Rs 140 is also very demandable next to the S.K.U of Rs 75.This is because company provides 3 free sample of 25 ml each i.e. 75 ml of free hair oil. As company will provide only one free sample with the S.K.U of Rs 42 and no free sample with S.K.U of Rs 23, thus the demand of these two S.K.U is less than that of other two.

FOR WHOM DO THE CUSTOMERS BUY HIMANI KALYANTEL:

BUYING OF H.K.T FOR

8%

1%

16% SELF USE OTHER RELATIVE PARENTS GRAND FATHER & MOTHER

75%

ANALYSIS: 1. From the above graph it is found that the number of female customer who buys Himani kalian Tel for their self uses is 712 i.e. 75%. 2. From the above graph it is found that the number of female customer who buys Himani kalian Tel for their Other Relatives is 155 i.e. 16%. 3. From the above graph it is found that the number of female customer who buys Himani kalian Tel for their Grandfather & Grandmother is 72 i.e. 8% 4. From the above graph it is found that the number of female customer who buys Himani kalian Tel for their self Parents is 5 i.e. 1% FINDINGS: From the above graph it is found that the female customer who uses the Himani Kalyan Tel mostly for Self Use. The number of the customer who buys Himani kalian Tel for Other Relatives is slightly greater in number than the number of customers who buys Himani kalian Tel for their Grandfather & grandmother and Parents

FREQUENCY OF USING HIMANI KALYAN TEL:

FREQUENCY OF USING H.K.T 7% 1%

21% SEASONAL REGULAR ON NEED OCCATIONAL 71%

ANALYSIS: From the above pie chart, it is analyzed that 1. 71% of the total male users of Baidyanath Himani Kalyan Tel i.e. 671 customers use this cool hair oil seasonally. 2. 21% of the total male users of Baidyanath Himani Kalyan Tel i.e. 203 customers use this cool hair oil regularly. 3. 7% of the total male users of Baidyanath Himani Kalyan Tel i.e. 65 customers use this cool hair oil on need. 4. Remaining 1% of the total male customers use Baidyanath Himani Kalyan Tel.

FINDINGS: From the above graph it is found that the Female customer of Baidyanath Himani Kalyan Tel uses this cool hair oil mainly Seasonally, as we have collected the data from in the district of Kolkata and How rah. So the main using of this oil is in summer (mainly April-June). So in between this time the company profit more on Himani Kalyan Tel. This is also found that some customer uses this Himani kalian Tel on Regular basis. So they are the regular customer of Himani Kalyan Tel.Some of the customer uses this Himani Kalyan Tel on need, but it is found that this type of cool hair oil is not used occasionally by the customer.Threfore company target to make profit from Himani Kalyan Tel mainly in the summer. As we have done our internship project in summer, so we have done our project on promotion of this oil.

B.STATISTICAL ANALYSIS AND FINDINGS FOR

FEMALE:

AGE DISTRIBUTION OF THE USER:

A G E L IMIT OF US E R S
120 100 80 60 40 20 0 B E LOW 30 30-40 40-50 AB OVE 50 A G E L IMIT O F US E R S

ANALYSIS:
1. The number of the users of Baidyanath Himani Kalyan Tel among the female whose age is below 30 is 9. 2. The number of users of Baidyanath Himani Kalyan Tel among the female whose Age is in between 30 to 40 are 95. 3. The number of the users of Baidyanath Himani Kalyan Tel among the female Whose age is in between 40 to 50 are 119. 4. The number of the users of Baidyanath Himani Kalyan Tel among the female whose age is above 50 are 41.

FINDINGS:
From the above graph, it is found that mainly those female whose age distribution are in between 40 to 50 (highest number of users) and in between 30 to 40 (second highest number of users) are the main and regular customer of This cool hair oil. This is because that these aged females are workers whose monthly income is below Rs. 5000. As we previously observed That that the workers are the major target group of Baidyanath Himani Kalyan Tel, so this statistical result

matches with the previous analysis. This is also found that those female whose age is above 50 Are also the also the customer of Baidyanath Kalyan Tel because of their comfort during summer. But the young aged female uses this cool hair oil in very little amount because they are style conscious more than getting comfort. So they are less interested about cool hair oil.

OCCUPATIONS OF THE USERS:

OC C UP A T ION
7%

28% WOR K E R HO US E W IF E S E R V IC E 65%

ANALYSIS:
1. From the above pie chart this is observed that 65% of the total female users of Baidyanath Himani Kalyan Tel are worker i.e. the total number of female customer who are worker is 165. 2. Remaining 28% and 7% of the female users of Himani Kalyan Tel are Housewife and service holder respectively.i.e. The total number of female users who are housewife is 71 and the total number of users who are service holder is 18.

FINDINGS:
From the above pie chart and analysis, it is found that most of the female

Users are worker in occupation. So basically they are companys target group are those workers. Because they need this type of cool hair oil during their work on regular basis. A few of the female users are housewife. A very little portion of the female customers are service holder. So this analysis proves that Baidyanath Himani Kalyan Tel is most popular among the worker group.

MONTHLY INCOME LEVEL OF THE USERS:

MONT HL Y INC OME L E VE L OF US E R S OF H.K .T

6% 1%

22% B E LOW R s 5000 5000-10000 10000-20000 A B O V E 20000

71%

ANALYSIS:
From the above pie chart it can be analyzed that 1. The number of the female customers whose monthly salary is below Rs.5000 is 182.It occupies 71% of the total female users. 2. The total no of female customers whose monthly income is in between Rs 5000 to 10000 are 55.It occupies 22% of the total female users. 3. The total number of female customers whose monthly income is in

Between 10000 to 20000 are 15 which occupy 15% only. 4. The high salaried female customer whose monthly income is above 20000 do not normally use this cool hair oil. It occupies 1% only. FINDINGS: This is found that those customers whose monthly income is below Rs. 5000, they are mostly workers. Previously it was observed that mainly workers are the target customers of Baidyanath Himani Kalyan Tel, so That result also reflects on this analysis. Thats why below Rs 5000 salaried females are major in number. Some of the female whose monthly income is in between Rs 5000 to 10000 are also the customers but not on regular basis. High salaried female group use such cool hair oil very often.

DIFFENT COOL HAIR OIL USED BY THE CUSTOMER:

ANALYSIS: 1. From the above graph it is found that the number of female customer who buys Navaratna Cool Hair Oil is 117. 2. From the above graph it is found that the number of female customer who buys Baidyanath Himani kalian Tel is 93. 3. From the above graph it is found that the number of female customer who buys Bonfool Cool Hair Oil is 29. 4. From the above graph it is found that the number of female customer who buys Himgangye Cool Hair Oil is 15. FINDINGS:From the above graph it is found that the demand of Navaratna is more than Baidyanath Himani kalian Tel among the female customers. It is because Navaratna provides their advertisement through Above The Line (ATL) activity means through Televisions. But Baidyanath provides their brand awareness through Below The Line (BTL) activity means by promotion of oil through Kiosk Activity, Inshop selling, Radio advertisement and Newspaper advertisement. So brand popularity of Navaratna cool Hair Oil is more than that of Baidyanath Himani Kalyan Tel.But the market share of Baidyanath Himani Kalyan Tel is more than that of Bonfool

and Himgangye.

PARAMETERS OF USING BAIDYANATH HIMANI KALYAN TEL:

P A R A ME T E R F OR B UY ING B A IDY A NA T H C OOL HA IR OIL

197 200 150 100 50 0

R T M FO LL FA L

34 11

P A R A ME TE R F O R B UY ING B A IDY A NA TH C O O L HA IR O IL

P A R A ME TE R F O R B UY ING B A IDY A NA TH C O O L HA IR O IL

SM EL

CO

SE

DE

ANALYSIS: From the above graph, it is analyzed that out

of total 254 female customers1.194 female customers use Baidyanath Himani Kalyan Tel because of their comfort. 2. Only 34 female customers use Baidyanath Himani Kalyan Tel because this oil help to decrease the hair fall. 3.11 of them use Baidyanath Himani Kalyan Tel for its good smell. 4.Only 2 of them use this cool hair oil for style.

FINDINGS: From the above graph. It is found that most of

the female customers use this cool hair oil for their comfort. Because previously this is observed that most of the customers are workers. So they are basically very poor. So they need comfort during and after the work mainly basically in summer season.Baidyanath Himani Kalyan Tel keeps the head cool and it reduces the headache. So most of the

CR

EA

FO

ST

AI

YL

female customers use this cool hair oil mainly for the comfort. Baidyanath Himani Kalyan Tel is completely ayurvedic oil. So it helps to decrease the hair fall. So a few females are attracted towards the Baidyanath Himani Kalyan tel.Such type of cool hair oil has a very good smell. Thats why a Small percentage of the customers is interested for its good smell. But very few people use this cool hair oil for style. Because the teenagers are mainly style conscious. But it is found previously that teenagers (below 30) are les interested to use this cool hair oil. Here it is also found that this cool hair oil is not used for style.

THE STOCK KEEPING UNIT (SKU) USED BY THE CUSTOMERS:

ANALYSIS: 1. From the above graph it is found that the number of female customer who buys 100 ml SKU Himani kalyan Tel is 94. 2. From the above graph it is found that the number of female customer who buys 400 ml SKU Himani kalyan Tel is 71. 3. From the above graph it is found that the number of female customer who buys 50 ml SKU Himani kalyan Tel is 53. 4. From the above graph it is found that the number of female customer who buys 200 ml SKU Himani kalyan Tel is 36. FINDINGS: From the above graph it is found that the 100 ml SKU of Himani Kalyan Tel is mostly sold. Thereafter 400 ml SKU of Himani Kalyan Tel is sold. Thereafter 50 ml and 200 ml SKU of Himani Kalyan Tel are sold respectively. This is because we have previously found that the female customers of Himani Kalyan Tel are mainly Worker. According to their income level they are able to buy the Stock Keeping Unit (SKU). Company provide one free sample of 25 ml of Himani kalian Tel with 100 ml SKU, two with 200 ml SKU and three with 400 ml SKU.Company doesnt provide any free sample with 50 ml SKU.So the price of the 100 ml SKU(Rs 35) is reachable to them according to their income. So this 100 ml SKU is mostly sold. The other female customers are housewife and doing their service. They are interested for 400 ml SKU as the get 3 free sample of Himani Kalyan Tel i.e. 75 ml of Himani kalian Tel.So these two SKUS are mostly sold. Some of very poor customers are interested to buy 50 ml SKU, though there is no free sample with it. They are interested to buy it because the price of 50 ml is only Rs.20. THE PRICE OF THE STOCK KEEPING

UNIT (SKU) USED BY THE CUSTOMERS:

PRICE OF S.K.U OF H.K.T (IN Rs) 94 100 90 80 70 60 50 40 30 20 10 0 71 53 36 PRICE OF S.K.U OF H.K.T (IN Rs)

140

75

42

23

ANALYSIS : From the above graph ,it is analyzed that

1. The number of customers who buy the stock keeping unit of Rs 140 is 71.. 2. The number of customers who buy the stock keeping unit of Rs 75 is 36.. 3. The number of customers who buy the stock keeping unit of Rs 42 is 94. 4. The number of customers who buy the stock keeping unit of Rs 23 is 53. .

FINDINGS :
It is found that most of the customer buy the stock keepings unit of Rs 140 because as the target group of company are the workers and in Rs 140 ,400 ml cool hair oil is available but in kiosk activity company provides three free samples each of 25 ml.Thus the customers gets 75 ml of extra oil in just Rs 140.so it is more profitable for the customer thats why customers are most interested to buy this SKUof Rs 140.The S.K.U of Rs 42 is also very demandable next to the S.K.U of Rs 140.This is because company provides one free sample of 25 ml hair oil. As many customers are very poor and worker in occupation, thus they are interested to buy this SKU of Rs.42. As there is no free sample available with the SKU of Rs.23, thus its market demand is lowest. Some very poor customer buy it.

FOR WHOM DO THE CUSTOMERS

BUY HIMANI KALYAN TEL:

ANALYSIS: 1. From the above graph it is found that the number of female customer who buys Himani kalian Tel for their self uses is 205. 2. From the above graph it is found that the number of female customer who buys Himani kalian Tel for their Other Relatives is 31. 3. From the above graph it is found that the number of female customer who buys Himani kalian Tel for their Grandfather & Grandmother is 12. 4. From the above graph it is found that the number of female customer who buys Himani kalian Tel for their self Parents is 6.

FINDINGS: From the above graph it is found that the female customer who uses the Himani Kalyan Tel mostly for Self Use. The number of the customer who buys Himani kalian Tel for Other Relatives is slightly greater in number than the number of customers who buys Himani kalian Tel for their Grandfather & grandmother and Parents.

FREQUENCY OF USING HIMANI KALYAN TEL:

ANALYSIS: 1. From the above graph it is found that the number of Female customer who uses Himani Kalyan Tel in Seasonal basis is 164. 2. From the above graph it is found that the number of Female customer who uses Himani Kalyan Tel in Regular basis is 47. 3. From the above graph it is found that the number of Female customer who uses Himani Kalyan Tel in On Need basis is 38. 4. From the above graph it is found that the number of Female customer who uses Himani Kalyan Tel in Occasional Basis is 5. FINDINGS: From the above graph it is found that the Female customer of

Baidyanath Himani Kalyan Tel uses this cool hair oil mainly Seasonally, as we have collected the data from in the district of Kolkata and How rah. So the main using of this oil is in summer (mainly April-June). So in between this time the company profit more on Himani Kalyan Tel. This is also found that some customer uses this Himani kalian Tel on Regular basis. So they are the regular customer of Himani Kalyan Tel.Some of the customer uses this Himani Kalyan Tel on need, but it is found that this type of cool hair oil is not used occasionally by the customer.Threfore company target to make profit from Himani Kalyan Tel mainly in the summer. As we have done our internship project in summer, so we have done our project on promotion of this oil.

SWOT Analysis:
OF Baidyanaths FMCG Products
Strengths Weakness 1) All the ranges of each brand are not equally growing. 2) Having poor network in retail promotions. 3) Lack of Above The Line Advertiseme nts. 4) Its product is not available in

Opportunities

Threats

each retail shop. 1) The products are having high demands. 2) Modern system for up gradation of products. 3) Having based on Ayurved, which has no any side effects, its product have greater advantage over other products. 1) Companies like Dabur, Himalaya, Ayur, Charak etc. are big competitors of Baidyanath s product. 2)A huge confusion is

arising as the same company is producing same products under different brands Baidyanath and Good Care, it may have diverse effect on the Brand.

RECOMMANDATIONS
CUSTOMERS RELATED:
1. 2. 3.

Products should be made available in each retail shop so that cutomers can easily get the product. More emphasis should be given on T.V. advertisements, so that a huge mass can know about the product. Products should be launched with some vital U.S.P(Unique Selling Proposition).

According to me the Promotional U.S.P for Baidyanath Himani Kalyan Tel should be like Get relief from headache, bodyache, blocked nose and enjoy sound sleep without having any tablet. RETAILERS RELATED:
1.

2.

There should be better damage policy or return back policy for the companys product so that retailers can easily keep our product in their shop without felling any type of risk. The number of retailers should be increased overall

BIBLIOGRAPHY
Books
Marketing Management by Philip Kotler

Websites
www.baidyanath.com www.allayurveda.com www.google.com