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3) Competitions
RESEARCH METHODOLOGY
a) RESEARCH APPROACH:1. Primary data collected by the survey method.
2. Secondary data collected by surfing the Internet, Organization records,
etc.
b)RESEARCH INSTRUMENTS:1. Detailed Questionnaire Method
2. Informal face to face interview method
c)SAMPLING PLAN:
Sampling Unit :-Retailers.stockists,consumers
Sample size :-190 outlets,100 consumers
Sampling Procedure :-Questionnaire, personal interaction & Secondary
data.
Research Area: Markets studied
Golaghat
Dergoan
Amguri
Nazira
Bokakhat
Dimow
Titabar
FINDINGS&ANALYSIS
Numbers
174
16
Total outlets
190
92%
No of outlets
No sales person(PSR
or sales person from
stockist)visit
Inadequate credit
facility
Delivery issue
Total outlets
16
aaa
NO OF OUTLETS PURCHASE
TOTAL
FROMSTOCKIST
Underutting of rate
GOLAGHA
T
25
29
54
NAZIRA
15
20
37
AMGURI
15
TITABAR
15
11
29
BOKAKHAT 8
DIMOW
14
2
13%
6%
13
50%
19%
DERGAON
12
16
174
13%
No; 19%
Yes; 81%
NO
Brand awareness
others; 13%
paragon; 4%
38%
62%
shalimer; 17%
Parachute; 67%
PARACHUTE
SHALIMER
PARAGON
FORTUNE
CLINIC
PLUS
COCONUT OIL
TOTAL
OUTLET
VISITED
A B
Total
MARKET
GOLAGHA 4
T
20
30
54
55
NAZIRA
12
23
37
3 2
40
AMGURI
20
25
2 1
15
TITABAR
3 1
30
BOKAKHA
T
13
15
DIMOW
13
15
DERGAON 2
12
From the above availability table it can be said that the availability of
parachute in the different outlets is much better than its competitors
brands.
15
MARKETS
GOALGHAT
NAZIRA
TITABAR
DERGAON
HAIR AND
CARE
A
B
4
20
2
10
2
4
1
3
C
30
20
15
8
A
4
2
3
1
B
20
12
5
3
C
30
23
20
9
A
1
1
2
1
BOKAKHAT
AMGURI
10
DIMOW
B
20
8
3
3
C
10
10
8
30
25
20
GOALGHAT
15
NAZIRA
10
TITABAR
5
0
DERGAON
BOKAKHAT
AMGURI
DIMOW
Availability of H&C is found highest in Golaghat in the outlets including A category,B category,C
category followed by Nazira. The availability of hair&care is found lowest in Dimow,followed by
Dergoan.On the other hand the availability of bajaj almond drops is found highest in the outlets
7)Comparative study of Bajaj Almond Drops,Clinic all clear and H&C in terms of price
,consumer offer,trade offers
BRANDS
Bajaj
Almond
Drops
If
contains,
then Y
If dont
contain,
then N
MRP
(in Rs)
20 ml
10
50 ml
Y ,Godrej
soap
Y
,Chinthol
soap
N
24
sku
Consume
r offer
75 ml
100 ml
150 ml
Trade
offer
H&C
20 ml
50 ml
ns,then
Y
If dont
contain,
then N
Y
If dont
contain,
then N
N
Y,20%
extra
100
Y,20%
extra
60
N
N
150 ml
N
N
35
35
N
Retail
10%
10%
The blank row indicates
absence of 9%
such SKU of the brand
FINDINGS
i)SKU variety
of
Bajaj
almond drops
is higher than
H&C and Clinic
all clear.
20
38
42
MRP
(in Rs)
Ifcontai
ins,then
75 ml
200 ml
Clinic all
clear
Ifconta
75
200 ml
100 ml
MRP
(in Rs)
55
ii)Cash
discount of
Bajaj almond
drops,
Clinic
all
clearis
higher than
H&C.
iii)Retail
margin
of
Bajaj almond
drops,
Clinic
all
clearis
higher than
H&C.
Stretegy
adopted
by
both
the
companies :Both
the
companies are
trying
to
create
demand
among
7)Brand awareness
a)When I asked retailers about brand
awareness of perfumed hair oils among
the consumers then 56% said that
yes,customers coming to my shop
specifying the name of the particular
perfumed hair oil brand.the brand
awareness among the consumers is low
from the retailers prospective.
brand awareness
Brand awareness
YES; 44%
NO; 56%
hair&care; 31%
bajaj amond drops; 63%
GOLAGHA
T
800
200
BAD
CLINIC
ALL
CLEAR
1600
500
300
100
TOTAL
2700
800
BRAND
GOLAGHA
T
400
400
Monthly
sales(in Rs)
MARKETS
AMGURI
NAZIRA
200
120
400
450
1400
500
1000
900
120
90
200
180
1720
710
1600
1530
100
100
80
90
100
150
BAD
CLINIC
ALL
CLEAR
480
300
200
400
250
400
420
100
80
50
40
70
50
90
TOTAL
780
480
350
520
410
550
660
MARKETS
GOLAGHA
T
BOKAKHA
T
H&C
100
80
60
40
40
80
100
BAD
CLINIC
ALL
CLEAR
340
220
120
220
150
300
260
60
40
35
35
40
50
TOTAL
460
360
215
295
420
410
DIMOW
TITABAR
DERGOA
N
190
AMGURI
A
Between
2000&4500
Below 2000
NAZIRA
200
BRAND
Above 4500
H&C
Category
NAZIRA
Some
abbreviations
H&C=Hair care
BAD=bajaj
almonds drops
Sku=stock
keeping unit
To find the marketshare of H&C,Bajaj Almond Drops ,Clinic all clear in the different rural markets I have selected some of
the specific rural markets with very high sale,high sale,moderate sale&low sale,since it is notpossible to present to present
the
market
shares
of
all
the
markets
that
have
visited.
Sale
Market
Very high
sale
High sale
Moderate
sale
Low sale
Golaghat
Nazira
Titabar
Dergoan
BRAND
GOLAGHAT MARKET
AVERAGE
SALE IN THE
A CLASS
RETAIL
OUTLETS
SALE OF C
CATEGORY
OUTLETS
H&C
800
200
100
BAD
1600
480
340
300
100
60
AVAILABILITY
(Availability in the
different category
outlets)*(average sale)
4*800+20*200+30*100=1020
0
4*1600+20*480+30*340=262
00
3*300+20*100+10*60=3500
TOTAL SALE=39900
NAZIRA MARKET
MARKET SHARE OF H&C=(Sale of H&C/Total sale)*100
=(4400/18620)*100
=24%
MARKET SAHRE OF BAD=(12820/18620)*100
=69%
MARKET SHARE OF CLINIC ALL CLEAR=(1400/18620)*100
=7%
market =40)
9)Analysis regarding quantity of perfumed hair oil (H&C),Bajaj Almond Drops)purchased with Monthly sales of the
outlet:
I have made a cross tabulation of quantity perfumed hair oil purchased&their monthly sales in the
outlet.After that I have made chi-square test assuming the null hypothesis:-there is no significant between quantity
purchased by the retail outlet & monthly sales of the respective outlets.
For hair&care(H&C)
Quantity purchased for H&C * Monthly sales
Chi-Square Tests
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases
Value
80.774a
72.265
57.779
10
10
Asymp.
Sig.
(2-sided)
.000
.000
.000
df
164
Symmetric Measures
Nominal by Nominal
N of Valid Cases
Contingency Coefficient
Value
.574
164
Approx.
Sig.
.000
Interpretation
From the above the chi square test it is found that the value of Pearson Chi-square is 0.000,which is less
than 0,01,thus rejecting the hypothesis we can conclude with 99 percentconfidence level that there is a significant
relation between the monthly sales in the outlet &the quantity purchased for H&C.
The contingency coefficient which is found to be .574 is more than 0.500 and less than1. This indicates that
the relationship between the variables selected very strong. And significance level of 0.01 indicates that the
relationship holds true.
Cross tabulation
Crosstab
Crosstab
Count
Count
quantity
purchased
for h&c
Total
0 to 6
6 to 12
13to 18
19 to 24
25to30
31 to 36
Below Rs
2000
47
34
24
1
1
107
Monthly sales
2000<sale
s <= 4500
4
18
8
7
3
3
43
4500 <
sales
1
4
2
1
6
14
Total
51
53
36
10
5
9
164
quantity
purchased
for BAD
Total
0 to 6
7 to 12
13 to 18
19 to 24
25 to 30
31 to 36
Monthly sales
Below Rs 2000<sale 4500 <
2000
s <= 4500
sales
21
16
3
1
30
8
3
21
21
3
19
13
4
2
5
107
47
16
Total
21
20
41
45
36
7
170
It is seen from th both the cross tabulations that retailers having monthly sales in between 2000&4500 purchase
more 19 to 24 pcs of bajaj almond drops than Hair &Care.
ANOVA
Preference level of the hc users
Between Groups
Within Groups
Total
Sum of
Squares
28.500
14.500
43.000
df
2
9
11
Mean
Square
14.250
1.611
F
8.845
Sig.
.008
INTERPRETATION
Since the significant value is less than0.001,we can said that there is a
significant difference between the ratings given by the H&C users in the
different skus of H&C.
H&C users
50 ML
100ML
200 ML
17%
50%
33%
Sku(parachute MRP
jasmine)
50 ml
14
9%
RATE TO
PRIMARY
RETAILER
SCHEME
(14/1.09)=12.84
6
100 ml
29
9%
(29/1.09)=26.60
25.61
200 ml
49
9%
(49/1.09)=44.95
42.9
Scheme
Net rate
Bajaj jasmine
R.M.
SECONDARY SCHEME
4
NET RATE IN
CARTON
12.34
50 ml
18 10% (18/1.10)=16.28
5%
[16.28-(16.28*5%)]=15.4
100 ml
34 10% (34/1.10)=30.90
5.20%
[30.9-(30.9*5.2%)]=29.2
200 ml
65 10% (65/1.10)=59.09
5.20%
[59.09-(59.09*5.2%]=55.9
SCHEME
Net rate
6.36-0.56=5.80
SKU(Vasmol
jasmine)
20 ml
MRP
R.M.
7 10%
RATE TO
RETAILER
(7/1.10)=6.36
35 ml
10 10%
9.09
50 ml
12 10%
10.9
Do
100 ml
26 10%
26.63
Do
Comparison of offers
Consumer offer
BRANDS
Bajaj Jasmine
Parachute
Jasmine
If contains, then
Vasmol Jasmine
sku
If contains, then
Y
If dont contain,
then N
Y
If dont contain,
then N
20 ml
Y
If dont contain,
then N
N
35 ml
50 ml
100 ml
200 ml
Trade offer
N
N
N
N
Y,20% extra
Y,20% extra
20 ml
If contains, then
N
N
N
35 ml
50 ml
100 ml
200 ml
Retail Margin
10%
9%
10%
Cash discount
1.5-2%
1.5%
2%
Averagemonth
ly sale,A
Average
monthly sale
Average
monthly sale
Monthly Sale
Availability in the different category
outlets*average sale
900
B
300
C
200
200
150
60
3*200+20*150+20*60=4800
500
170
80
2*500+20*170+20*80=6000
4*900+20*300+30*200=156
00
Total
Sale=25400
Market share of parachute jasmine=61%
Recommendations
Value for money:Maricos strategy when it comes to consumer offer should be improved.During my market
study I have found that the competitors offer involving a free FMCG product (soap)along with
the hair oil is more alluring to consumers than offering 10% or 20% extra.
Thus Marico could explore a tie tie up with other FMCG segment &can offer both the product
at a discounted rate.This step will create a better pull for the product in the market.
Increase the market coverage
In the rural market it has been found that the stockist does not have complete coverage of
the area as assigned to him due to lack of manpower&other financial problems.Marico could
give assistance to such stockists by proving a part time sales persons ,so that he can cover
every corner of his territory.This step will boost the sales for the Marico along with stokists.
Incentives for retailers
The awareness among consumers,as he is the sole point point of contact with the end
consumers.In the most cases I have found that the retailers promote or takes initiatives to
sell a product which give him better profit margin as the brand awareness among consumer
is very low.So they should strengthen the secondary schemes or trade offers among the
reatailers &also provide better margins than competitors.
Sales support
The sales support provided by the Marico is very low to boost the sale for the product.
Marico should take extra sale support initiatives to reinforce the sale.
The main competitor of H&C ,bajaj almond drops is adopting aggressive promotions
in the retailers to boost the sale.On the other
hand Marico is lagging in such cases.They should also give point of sale materials to retailers
which will help to create consumer demand.
Push strategy
Parachute is clerarly market leader in the in terms sale availability in the coconut oi segment
.So Marico should adopt push strategy place their low selling items in the retail outlets along
with their highest selling item Parachute.
Increase in sku variety
The sku variety perfumed hair oils of Marico is found low as compared to its competitors So
they should increase the sku variety of the product to capture the greater volume of customer.
Packaging
The packaging of the perfumed hair oils is found as compared to its competitors especially
bajaj almond drops. They should modified the packaging of their perfumed hair oils to attract
more customers towards their brand.
Similer packaing adopted by its rival company
Rival FMCG brands using the similer packaging as tool to confuse the consumer in the rural
markets as usually they pay more attention to the external packaging of the product. So there
may be a chance or capturing Marico's market share specially in the coconut oil segment.
Attractive USP
Marico should come with unique selling proposition strategy with each product of the hair oil
category,,like its competitors ..because usp ,in case of hair oils is found very weak as compared
to its competitors.
By increasing the volume of potential customers
From my market survey it is found that the potential users of coconut oils ae specially
females&old aged peoples.Marico shold target the childs to expand its market volume,because
they hardly goes for using hair oils.they should be targeted with well planned promotional
strategy.
Promotion of hair oils in the haats,melas
In the most of the market that I visited,has malas&haats in the evey weekend ,so the
company should adopt aggressive promotional campaign to allure the rural customers towards
their brand.