Escolar Documentos
Profissional Documentos
Cultura Documentos
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
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.
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
CONTENTS
Page
Preface
Acknowledgement
List of Tables
List of Figures
List of Exhibits
Executive Summary
Chapter 1: Introduction
Zydus Wellness
10
Product Portfolio
12
40
41
42
Major Competitors
47
48
49
52
Product
52
Price
53
Place
54
4
Promotion
55
SWOT Analysis
56
57
Confrontation Matrix
58
58
59
60
Research Objective
61
Research Methodology
61
62
Limitations
72
73
Bibliography
76
Webliography
76
Annexure
77
List of Tables
Page
Table 1
Major Competitors
47
Table 2
Product-Size Table
52
Table 3
Product-Price Table
53
Table 4
58
Table 5
71
List of Figures
Page
Figure 1
49
Figure 2
54
Figure 3
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
Figure 9
Distributor Visit
66
Figure 10
Delivery Fault
67
Figure 11
68
65
Figure 12
69
Figure 13
60
Figure 14
71
List of Exhibits
Page
Questionnaire
77
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.
CHAPTER 1
INTRODUCTION
COMPANY SUMMARY
Date of Establishment
1994
Revenue
Market Cap
Corporate Address
Business Operation
Financials
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
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.
Whats Inside?
Tea Tree Oil: Controls oil secretion.
Neem: Has anti-bacterial properties.
Chamomile: Soothes and moisturises the skin.
Whats Inside?
Peach/Aloe: Rich in moisturising and skin nourishing properties.
Wild Cherry: Rejuvenates & refreshes the skin.
12
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.
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)
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)
Whats Inside?
Apricot: Moisturises skin, making it soft and supple.
Vitamins A, C & E: They protect skin from sun, pollution and premature ageing.
Whats Inside?
Apricot: Moisturises skin, making it soft and supple.
Papaya: Smoothens skin texture & removes dead skin cells.
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.
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
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.
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
Whats Inside?
Neem: Has antibacterial properties.
Sandalwood: Purifies the skin from within and also helps lighten the complexion.
Tulsi: Has purifying and healing properties.
Whats Inside?
Papaya: Rich in nutrients and vitamins.
Orange Peel: Balances the uneven skin tone.
Apple: Tones tired and stressed-out skin.
Whats Inside?
17
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.
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.
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.
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.
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
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.
Whats Inside?
Soy & Wheatgerm Extract
21
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.
Whats Inside?
Moringa Oleifera Seed Extract
Prevents skin infection and controls excess oil secretion
Glycerine
Keeps the skin moisturised & gives a healthy complexion
22
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
Whats Inside?
Aloe Vera
23
Deep moisturisation
Whats Inside?
Green Tea Extract
Smoothens skin and improves the overall texture
Allantoin
Reduces inflammation & soothes irritated skin
Skin Vitamins
Keeps skin moisturised
24
Glycerine
Gives a healthy complexion
Ideal for Tabletop Applications like Tea, Coffee, Nimbupani, Desserts, etc.
Variants:
Powder Concentrate
Ingredients:
Dextrose, Maltodextrin & Aspartame.
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/-
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.
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
30
31
Variants
Powder Concentrate
Available in 3 flavours.
Ready To Drink (Pet Bottles & Cans)
Available in 5 flavours.
32
33
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
FOS#
Vitamin A , Vitamin E
Iron
Variants:
35
Chocolate
Coffee
Malt
CHOLESTEROL FREE
NO HYDROGENATED FATS
36
NO TRANS 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.
70
7.0
10.8
37
37
3.7
18.5
33
3.3
Cholesterol (g)
Sodium (mg)
786
78.6
3.3
Total Carbohydrate
(g)
Vitamin A (IU)
3000
300
6.0
Vitamin D (IU)
200
20
5.0
Vitamin E (mg)
0.3
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.
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
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.
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
For Normal to Oily Skin Types
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
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.
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)
46
MAJOR COMPETITORS
EverYuth 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:
consists of:
47
CHAPTER 2
STRATEGIC MARKETING TECHNIQUES
Figure 1
Product Decisions
The 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 Decisions
Some 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
Promotion Decisions
In 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
Product
Size
Neem FaceWash
51
Price
The prices of the various products of the EverYuth Face Wash Range are follows:
Table 3
Price
Product
Neem FaceWash
Rs.42/-, Rs.65/-
Rs.42/-, Rs.65/-
Rs.42/-, Rs.65/-
52
Rs.42/-, Rs.65/-
Place
This 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
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.
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
58
Strengths
Weakness
Brand Name
Product Awareness
Quality
Product Perception
Strong Distribution
Established Products
Fair Price
Opportunities
Threats
Existing Leaders
Technical Innovations
59
CHAPTER 3
RETAILER ANALYSIS OF THE DERMACARE
RANGE
2. Research methodology:
a. Time Scope 2 months
b. Methods of Data Collection:
60
Ghola Bajar
Shyamnagar
Barrackpore
Belgharia
Barasat
Chandannagar
Srirampur
East Kolkata & Beliaghata
61
Figure 5
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
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.
0% shops claim that EverYuth distributors visit twice or more in a week, 95% shops
claim EverYuth distributors visit once a week and 5% shops claim that EverYuth
distributors visit irregularly.
0% shops claim that EverYuth distributors visit twice or more in a week, 94% shops
claim EverYuth distributors visit once a week and 6% shops claim that EverYuth
distributors visit irregularly.
3% shops claim that EverYuth distributors visit twice or more in a week, 85% shops
claim EverYuth distributors visit once a week and 12% shops claim that EverYuth
distributors visit irregularly.
13% shops claim that EverYuth distributors visit twice or more in a week, 85% shops
claim EverYuth distributors visit once a week and 12% 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.
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
damages take very long to get changed.
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
damages take very long to get changed.
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.
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.
Figure 14
Table 5
EverYut
h
GholaBajar
Himalay
Garnier
Lakme
Pond's
6.09
7.72
7.54
7.18
Shyamnagar
8.18
8.27
7.9
7.18
Barrackpore
5.7
7.3
7.5
Belgharia
5.1
7.4
6.4
6.55
6.8
Barasat
4.9
8.25
7.45
5.77
5.27
5.07
8.69
7.38
8.23
6.7
7.76
8.7
7.52
7.94
Beliaghata
5.08
5.91
7.5
7.75
Overall
5.58
7.91
7.59
7.2
7.04
Chandannagar
Srirampur
EastKolkata&
LIMITATIONS
71
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.
RECOMMENDATIONS
On 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
BIBLIOGRAPHY
The 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:
Questionnaire
RetailOutlet:
ProductAvailability
HighModerateLow
Everyuth____________
EverYuthGarnierHimalayaLakmePonds
Garnier____________
____________________
Himalaya____________
ProductSalesRanking
Lakme____________
EverYuthGarnierHimalayaLakmePonds
Ponds____________
____________________
ProductDemand
RetailMargin
EverYuthGarnierHimalayaLakmePonds
76
____________________
Himalaya____
________
DistributorVisit
Lakme____
________
Ponds____
________
TwiceorMoreOnceIrregular
EverYuth____________
Garnier____________
EverYuthGarnierHimalayaLakmePonds
Himalaya____________
____________________
Lakme____________
Ponds____________
SuggestionsforIncreasingSales
Ads
DeliveryFault
Displays
RareOftenFrequent
Salesgirls
Garnier____________
BetterRetailMargin
AnyOtherSuggestions(PleaseMention):
Ponds____________
DamagedProductRedressTime
ImmediateLongVeryLong
Garnier____
________
Lakme____________
________
BetterOffers&Schemes
Himalaya____________
EverYuth____
EverYuth____________
Offers&SchemesRanking
OverallScoreinaScaleof10
EverYuthGarnierHimalayaLakmePonds
____________________
77