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Industry Internship Program 2010
Table of Contents
1. Executive Summary......................................................................................................................3
2. Introduction.................................................................................................................................8
2.1 Industry Profile.....................................................................................................................8
2.1.1 FAST MOVING CONSUMER GOODS (FMCG)........................................................................8
2.1.2 FMCG Products and Categories.........................................................................................10
2.1.3 Analysis of FMCG Sector....................................................................................................10
2.1.4 Indian Competitiveness and Comparison with the World Markets...................................11
2.1.5 Indian Consumer Class......................................................................................................13
2.1.6 Top 10 FMCG Companies.................................................................................................15
2.1.7 Recent Developments in Fast Moving Consumer Goods (FMCG) Sector...........................16
2.2 Company profile.................................................................................................................21
2.2.3 Godrej Brands:..................................................................................................................27
2.2.4 International Business:......................................................................................................33
3. Project Profile.............................................................................................................................36
4. OBJECTIVE OF STUDY..................................................................................................................39
5. Observations & Analysis.............................................................................................................41
5.1 Hair Colour Market in India................................................................................................41
5.2 Consumers Survey..............................................................................................................42
5.2.1 Awareness of brands.........................................................................................................42
5.2.2 Brands used.......................................................................................................................43
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5.2.3 Advertisements and Promotions................................................................................44
5.2.4 Awareness of Godrej Hair Colours.....................................................................................46
5.2.5 Factors influencing in using a particular brand..................................................................47
5.2.6 The brand which consumers are willing to try...................................................................48
5.2.7 Relation between the brand which hair dressers’ prefer and the reason for preference. 49
5.2.8 Relation between gender and the factors influencing them to choose a particular hair colour.........................................................................................................................................54
5.2.9 Relation between using a particular hair colour and the factors influencing it.................59
5.2.10 Relation between Gender and the brand which they have used.....................................65
5.3 Hair Salons survey..............................................................................................................70
5.3.1 Usage of hair colours in parlours.......................................................................................70
5.3.2 Preference in Hair Salons..................................................................................................71
5.3.3 Factors influencing Salons.................................................................................................74
5.3.4 Relation between the location of the salon and the brand they prefer............................77
5.3.5 Relation between the age and the colour shade they prefer............................................79
6. Findings......................................................................................................................................82
7. Recommendations & Conclusion................................................................................................85
8. Learning Outcome......................................................................................................................88
9. Annexure....................................................................................................................................90
9.1 Questionnaire: Salon..........................................................................................................90
9.2 Questionnaire Consumers..................................................................................................94
9.3 SPSS output......................................................................................................................100
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CHAPTER 1
EXECUTIVE SUMMARY
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1. Executive Summary
Established in 1897, the Godrej group has grown in India from the days of the charkha to nights at the call centers. One of India’s most trusted brand, Godrej enjoys the patronage and trust of over 400 million Indians every single day. With 7 major companies with interests in real estate, FMCG, industrial engineering, appliances, furniture, security and agri care – to name a few – our turnover crosses 2.5 billion dollars.
Godrej Consumer Products (GCPL) is a leader among India's Fast Moving Consumer Goods companies, with Personal and Home Care Products. Our brands, which include Cinthol, No. 1, Expert and Ezee, among others, are household names across the country.
Size of Hair Colour market in India(2009) : Rs 1200 crores ( $ 267 Million) Growth of the total market over last year : 21%Size of the mid-level powder brands : Rs 202 crores ( $ 45 Million)
Leading Players
Godrej Comsumer : 33 % of the hair dye marketL’Oreal & Garnier : 60% of the hair cream marketColor Mate : 38% of the hair poweder market
Godrej is the leader in hair colour market mainly due to its product Godrej Expert as shown above it has a market share of about 33% but other hair products like Godrej Renew and Coloursoft have very low market share.
This report contains the general trend regarding the hair colour market and also reasons are given for the lower market share of Coloursoft and Renew are shown.
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a. Major Findings
This project involved 3 steps, elucidated as follows along with the major findings from all the three steps:
Awareness plays a major role in usage of hair colours.
Primary reason for low market share of Renew and Coloursoft is lack of advertisements.
Consumers prefer Coloursoft and Renew mainly because of its low pricing.
Consumers don’t perceive Godrej brands to be of high quality.
Of the samples collected, none of the Hair dressers suggest Renew to customers.
Customers are willing to pay premium price for brands like Garnier and L’Oreal.
b. Recommendations
1. Increase Advertisements.
2. Salon and Parlour displays
3. Brand ambassadors.
4. Event sponsorship.
5. Retailers POS displays.
6. More schemes to retailers.
7. Exclusive sales force for hair colours.
8. Tie up with tier 1 salons and also exclusive Godrej Salons.
9. Free sachets.
10. Online marketing.
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11. In store TV advertisements
c. Conclusions
From the above findings we can see that Godrej are not seriously trying to push all their products. They are content with few products for example Godrej Expert doing well.Most customers, in fact most of the Hairdressers are not aware that Coloursoft and renew are products of Godrej. As suggested by the salon owners, more in shop advertisements are needed to promote these products well.
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CHAPTER 2
INTRODUCTION
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2. Introduction
2.1 Industry Profile
2.1.1 FAST MOVING CONSUMER GOODS (FMCG)
Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer packaged
goods. Items in this category include all consumables (other than groceries/pulses) people
buy at regular intervals. The most common in the list are toilet soaps, detergents, shampoos,
toothpaste, shaving products, shoe polish, packaged foodstuff, and household accessories
and extends to certain electronic goods. These items are meant for daily of frequent
consumption and have a high return.
The Indian FMCG sector with a market size of US$14.8 billion is the fourth largest sector in
the economy. The FMCG market is set to double from USD 14.7 billion in 2008-09 to USD
30 billion in 2012. FMCG sector will witness more than 60 per cent growth in rural and
semi-urban India by 2010. Indian consumer goods market is expected to reach $400 billion
by 2010.Hair care, household care, male grooming, female hygiene, and the chocolates and
confectionery categories are estimated to be the fastest growing segments. At present, urban
India accounts for 66% of total FMCG consumption, with rural India accounting for the
remaining 34%. However, 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. Within the foods segment, it is estimated that
processed foods, bakery, and dairy are long-term growth categories in both rural and urban
areas.The growing incline of rural and semi-urban folks for FMCG products will be mainly
responsible for the growth in this sector, as manufacturers will have to deepen their
concentration for higher sales volumes.
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Major Players in this sector include Hindustan Unilever Ltd., ITC (Indian Tobacco
Company), Nestlé India, GCMMF (AMUL), Dabur India, Asian Paints (India), Cadbury
India, Britannia Industries, Procter & Gamble Hygiene and Health Care, Marico Industries,
Nirma,Coca-Cola, Pepsi and others.As per the analysis by ASSOCHAM, Companies
Hindustan Unilever Ltd , Dabur India originates half of their sales from rural India. While
Colgate Palmolive India and Marico constitutes nearly 37% respectively, however Nestle
India Ltd and GSK Consumer drive 25 per cent of sales from rural India.
A rapid urbanization, increase in demands, presence of large number of young population, a
large number of opportunities is available in the FMCG sector. The Finance Minister has
proposed to introduce an integrated Goods and Service Tax by April 2010.This is an
exceptionally good move because the growth of consumption, production, and employment
is directly proportionate to reduction in indirect taxes which constitute no less than 35% of
the total cost of consumer products - the highest in Asia.. The bottom line is that Indian
market is changing rapidly and is showing unprecedented consumer business opportunity.
It has a strong MNC presence and is characterised by a wellestablished distribution network,
intense competition between the organised and unorganised segments and low operational
cost. Availability of key raw materials, cheaper labour costs and presence across the entire
value chain gives India a competitive advantage.
Growth is also likely to come from consumer 'upgrading' in the matured product categories.
With 200 million people expected to shift to processed and packaged food by 2010, India
needs around US$ 28 billion of investment in the food-processing industry.
2.1.2 FMCG Products and Categories
Personal Care, Oral Care, Hair Care, Skin Care, Personal Wash (soaps);
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Cosmetics and toiletries, deodorants, perfumes, feminine hygiene, paper products;
Household care fabric wash including laundry soaps and synthetic detergents; household
cleaners, such as dish/utensil cleaners, floor cleaners, toilet cleaners, air
fresheners, insecticides and mosquito repellents, metal polish and furniture polish;
Food and health beverages, branded flour, branded sugarcane, bakery products such as
bread, biscuits, etc., milk and dairy products, beverages such as tea, coffee, juices, bottled
water etc, snack food, chocolates, etc.
Frequently replaced electronic products, such as audio equipments, digital
cameras, Laptops, CTVs; other electronic items such as Refrigerator, washing machines,
etc. coming under the category of White Goods in FMCG;
2.1.3 Analysis of FMCG Sector
Strengths:
1. Low operational costs
2. Presence of established distribution networks in both urban and rural areas
3. Presence of well-known brands in FMCG sector
Weaknesses:
1. Lower scope of investing in technology and achieving economies of scale, especially in
small sectors
2. Low exports levels
3. "Me-too" products, which illegally mimic the labels of the established brands. These
products narrow the scope of FMCG products in rural and semi-urban market.
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Opportunities:
1. Untapped rural market
2. Rising income levels, i.e. increase in purchasing power of consumers
3. Large domestic market- a population of over one billion.
4. Export potential
5. High consumer goods spending
Threats:
1. Removal of import restrictions resulting in replacing of domestic brands
2. Slowdown in rural demand.
3. Tax and regulatory structure.
2.1.4 Indian Competitiveness and Comparison with the World Markets
The following factors make India a competitive player in FMCG sector:
Availability of raw materials
Because of the diverse agro-climatic conditions in India, there is a large raw material base
suitable for food processing industries. India is the largest producer of livestock, milk,
sugarcane, coconut, spices and cashew and is the second largest producer of rice, wheat and
fruits &vegetables. India also produces caustic soda and soda ash, which are required for the
production of soaps and detergents. The availability of these raw materials gives India the
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location advantage.
Labour cost comparison
Source:
http://www.godrej.com/godrej/GodrejConsumerProducts/aboutGcpl.aspx?id=5&menuid=180
Low cost labor gives India a competitive advantage. India's labor cost is amongst the lowest
in the world, after China & Indonesia. Low labor costs give the advantage of low cost of
production. Many MNC's have established their plants in India to outsource for domestic and
export markets.
Presence across value chain
Indian companies have their presence across the value chain of FMCG sector, right from the
supply of raw materials to packaged goods in the food-processing sector. This brings India a
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more cost competitive advantage. For example, Amul supplies milk as well as dairy products
like cheese, butter, etc.
2.1.5 Indian Consumer Class
India has a population of over 1 billion and 4 climatic zones . Several religious and personal beliefs, 15 official languages, different social customs and food habits characterize Indian consumer class. Besides , India is also different in culture if compared with other Asian countries. Therefore, India has high distinctiveness in demand and the companies in India can get lot of market opportunities for various classes of consumers. Consumer goods marketers experience that dealing with India is like dealing with many
small markets at the same.
Indian consumer goods market is expected to reach $400 billion by 2010. India has the
youngest population amongst the major countries. There are a lot of young people in
India in different income categories.
Consumer goods marketers are often faced with a dilemma regarding the choice of
appropriate market segment.
In India they do not have to face this dilemma largely because rapid urbanization, increase
in demand, presence of large number of young population, any number of opportunities are
available.The bottom line is that Indian market is changing rapidly and is showing
unprecedented consumer business opportunity .
As the restrictions on foreign investments were relaxed in 1991, Multi-National Companies
have been entering India since then.
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Market Size in $
millionMarket Share in %
Indian
Companies MNCs
Indian
Companies MNCs
1992 2004 1992 2004
Breakfast
cereals2 25 100 0 52 48
Wafers,
potato
chips
6 35 100 0 37 63
Washing
Machines40 570 98 2 51 49
TV 630 3,030 97 3 49 51
1992 $=30 rupees
2004 $=45 rupees
Source: Center for Monitoring Indian Economy (CMIE)
Indian consumer class can be classified according to the following criteria:
1. Income
2. Socio-Economic status
3. Age demographics
4. Geographical dispersion
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2.1.6 Top 10 FMCG Companies
S. NO. Companies
1. Hindustan Unilever Ltd.
2. ITC (Indian Tobacco Company)
3. Nestlé India
4. GCMMF (AMUL)
5. Dabur India
6. Asian Paints (India)
7. Cadbury India
8 Britannia Industries
9.Procter & Gamble Hygiene and
Health Care
10. Marico Industries
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Secondary Players
1. Colgate-Palmolive (India) Ltd.
2. Godrej Consumers Product Ltd.
3. Nirma Ltd.
4. Tata Tea Ltd.
5. Parle Agro
6. H. J. Heinz
2.1.7 Recent Developments in Fast Moving Consumer Goods (FMCG) Sector
FMCG sector is no doubt registering an up trend in growth. According to CNBC, FMCG sector
growth story will continue because of the positive budget. Nevertheless, there are some barriers
to the growth of the sector. Indirect taxes constitute no less than 35% of the total cost of
consumer products - the highest in Asia. Last year, Finance Minister proposed to introduce an
integrated Goods and Service Tax by April 2010.This is an exceptionally good move because the
growth of consumption, production, and employment is directly proportionate to reduction in
indirect taxes.
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The Federation of Indian Chambers of Commerce and Industry (FICCI) predicted that the
Indian FMCG industry sales would grow 16% during 2008-09, reported Thaindian News.
FICCI also revealed that during 2007-08, the Indian FMCG industry sales are estimated to
grow 14.5% to reach RS 854.7 Billion. Within the Indian FMCG industry, there are few
sectors that will grow more than 20% during 2008-2009, like shaving cream at 23%,
skin/fairness cream at 22%, shampoos at 21.3%, skin care & cosmetics at 20%, tooth
powder at 22% and other care products.
The prediction of higher sales growth of FMCG products is based on strong economic
fundamentals such as rising disposable income of people. Now people can afford to spend
on quality FMCG products. Moreover, increasing salaries, along with rising trend of perks
in the corporate sector at regular intervals, have increased people’s spending power on
lifestyle products. Even government employees too are expending on lifestyle products
helping FMCG sector to grow rapidly.
Apart from this, India is rapidly changing into an urban country and with that, people’s
preference for lifestyle products is growing. Hence, the Indian FMCG industry is
experiencing strong growth in some categories such as skin care, anti-aging solution,
deodorants, fairness products and men’s products. In addition, the emergence of organized
retail such as supermarkets, and shopping malls is also playing an important role in
bringing boom in the Indian FMCG market.
The young generation of consumers is driving the demand for lifestyle products.
Consumers are at the front seat changing and redefining the branding and marketing
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strategy and marketplace for the retail products that are ultimately boosting the retail sales
in the country
However, the fear of dissociation with earlier consumers still persists as they embrace and
prefer to stick to established brands only. The main reason for this dissociation is weak
distribution channels and marketing strategy in the country.
According to a Research Analyst at RNCOS, “The demand for lifestyle products is boosted
by the rising aspiration and modern facilities. As the spending power of consumers is going
up, the sales of FMCG products in India will rise too. Therefore, companies need to
improve the quality of products and employ right marketing mix by implementing new
technologies such as Customer Relationship Management.”
Budget 2007-2008 for FMCG Sector
Reduction of duty on edible oil will have a positive impact on Marico.
Full exemption of excise duty on biscuits priced at 50 rupees or less per kg is positive for
ITC, Britannia, and Parle.
Reduction of custom duty on food processing machinery and their parts from 7.5% to 5%.
Reduction of excise duty on food mixes from 16% or 8% to nil is positive for ITC.
Development of rural infrastructure is in focus, which is beneficial for FMCG companies
because it is a big market for FMCGs. Better infrastructure will improve the supply chain.
Exemption of free samples and displays from the purview of FBT will be beneficial for
FMCG companies because they spend huge amount of money on advertising and brand
building. HLL, Dabur, ITC, and Marico will be amongst the most benefited companies.
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Reliance Retail to Enter the Packaged Tea Market
Emami Set to Invest Rs 220 Crore for Expansion in FMCG Sector
Godrej Targeting FMCG Acquisitions in China, Indonesia, and Brazil
FMCG Sector on a Buying Spree
Corporate Social Responsibility
FMCG companies have now started taking Corporate Social Responsibility seriously. For
instance, to encounter domestic violence, Ponds has tied up with the United Nations
Development Fund(UNDF) for Women. Surf Excel is funding the education of children.
Most brands link themselves with the social causes, thereby linking consumers with the
brands and gaining goodwill in the market.
2.2 Company profile
Godrej Consumer Products (GCPL) is a leader among India's Fast Moving Consumer Goods companies, with Personal and Home Care Products. Our brands, which include Cinthol, No. 1, Expert and Ezee, among others, are household names across the country.
Branch Offices in Mumbai, Delhi, Kolkata and Chennai ensure pan-India coverage, while factories located at Malanpur (Madhya Pradesh), Thana (Himachal Pradesh), Katha (Himachal Pradesh), Guwahati (Assam) and Sikkim cater to the diverse requirements of our product portfolio.
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With the acquisition of Keyline Brands in the United Kingdom, Rapidol and Kinky Group, South Africa and Godrej Global Mideast FZE, a 100% subsidiary of Godrej International, GCPL now owns international brands and trademarks in Europe, Australia, Canada, Africa and the Middle East.
At GCPL, we are driven by our mission to continuously enhance the quality of life of consumers in high-growth markets with superior-quality and affordable personal care and hygiene products
Godrej Group Companies:
Godrej & Boyce Mfg. Co. Ltd.: Godrej & Boyce manufactures a spectrum of consumer
products and industrial products. The Consumer products include Appliances (Refrigerators,
Washing Machines, Air Conditioners, Microwaves, and DVD Players), Locks, Furniture,
Security Equipment, Office Automation, Conferencing Solutions, and vending Machines.
Industrial Products include Storage Solutions, Automated Warehousing, Material Handling
Equipment, Process Equipment, Precision Components & Systems, Machine Tool Service,
Electrical & Electronic, Tooling, and Construction Material & Services.
Godrej Consumer Products Ltd (GCPL): Godrej Consumer Products is a leading player
in the Indian FMCG market with interests in personal, hair, household and fabric care
segments. Godrej Consumer Products is the largest marketer of toilet soaps in the country
with leading brands such as Cinthol, Fairglow, and Godrej No 1. The company is also leader
in the hair colour category in India and offers a vast product such as Godrej Renew
Coloursoft Liquid Hair Colours, Godrej Liquid & Powder Hair Dyes to Godrej Kesh Kala
Oil, Nupur based Hair Dyes. Its liquid detergent brand Ezee is the market leader in its
category.
Godrej Industries Ltd.:
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The company is India's leading manufacturer of oleochemicals. It also has major presence in
food products such as refined oil and tetrapack fruit beverages.
Geometric Software Solutions:
It is a CMMI Level 5 Company and the leading PLM services provider.
Godrej Infotech: The company is engaged in the business of developing customized
software solutions and implementing ERP, CRM, SCM software.
Godrej Agrovet:
Godrej Agrovet is one of the largest producers and marketers of animal feeds and innovative
agri-inputs India.
Godrej Sara Lee:
It is a joint venture between the Godrej Group and Sara Lee Corporation, USA. The
company is the world's largest manufacturer of home insecticides. Its brand HIT is very
popular in India.
Godrej Efacec:
The company provides warehousing, automated storage and retrieval system solutions.
Godrej Properties and Investments Limited (G.P.I.L): Godrej Properties provides
meticulously planned townships at affordable prices.
The Godrej Group also has overseas establishments in Malaysia, Singapore, Vietnam, Oman,
and Sharjah.
Major Achievements of Godrej Group:
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In 1897, Godrej Introduced the first lock with lever technology in India.
In 1902, Godrej made the first Indian safe.
In 1955, Godrej produced India's first indigenous typewriter
In 1989, Godrej became the first company to introduce PUF ( Polyurethane Foam)
Introduced India's first and only 100% CFC, HCFC, HFC free refrigerators
Mission, Vision & Motto:
Mission
Godrej Mission is to operate in existing and new businesses which capitalize on the
Godrej brand and corporate image of reliability and integrity.
Godrej objective is to delight it’s customer both in India and abroad.
Godrej shall strive for excellence by nurturing, developing and empowering it’s
employees and suppliers.
Godrej encourages an open atmosphere, conducive to learning and team work
To globalize the business rapidly.
Enriching Quality of Life Everyday Everywhere.
Vision:
Godrej in Every Home and Work place.
Motto:
We care the quality of your life.
Product Mix22
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2.2.1 SWOT ANALYSIS
STRENGTHS :-
1. The Company has got wide range of branches within the country.
2. The Company has wide range of product line.
3. Godrej is having better Sales after services.
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4. The Company has there respectable and believable brand name.
5. Company is having large number of customer with higher satisfaction.
6. The management is trained and efficient & the network of service centers is good in
all states.
WEAKNESS:
1. The Company does not go for advertising, which is one of the biggest disadvantage
of Godrej.
2. Its emphasis more on the advertising of office automation & prima division.
3. The company is focusing many security products at a same time.
4. The effective selling schemes are not available like payment on installments.
5. Godrej seen as a brand its target customers said their mothers or grandmothers used.
OPPORTUNITIES:
1. Tapping the rural market in the consumer goods segment.
2. Targeting younger generation- To change their perception about Godrej.
3. 42% are young generation and a huge portion of this is present in the rural areas.
THREAT:24
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1. Other FMCG companies like Hindustan Unilever, ITC,
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2.2.3 Godrej Brands:
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2.2.4 International Business:
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CHAPTER 3
PROJECT PROFILE
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3. Project Profile
The project was embedded with several intricacies. As such, it was a three-fold approach
that had been undertaken.
Step 1
The first few weeks involved field visits. It consisted of mainly practical observations.
The practical learning came from travelling with internal and distributor sales representatives
to around 35-40 retailers and chemists a day. We covered most parts of Bangalore to
understand the consumer buying behaviour of Godrej products in different localities
including Tier-I and Tier-IV residential areas. Also understood the sales and channel
management of the company i.e. the procedure for stocking, display, order generation and
delivery.
Step 2
After the first two weeks of observing how the sales channel of the company work, I was
asked to do sales of the Godrej products to retailers and chemists along with the ISR/DSR’s.
After getting firsthand experience of doing sales to the retailers and chemists and also
understanding the sales and distribution channel of the company, I was asked to focus on
hair colours. I went alone to salons around Bangalore to do sales of Godrej hair colours and
other salon related products like Godrej Shaving cream and was asked to focus mainly on
selling the Salon Exclusive pack which consisted of a Godrej Expert hair dye, Renew hair
colour and Godrej shaving cream.
Step 3
After doing sales and getting accustomed to speaking to salon owners and hair dressers we
were asked to do a survey to find out the reasons for lower market share of Godrej Renew
which belongs to the popular segment whose main competitor is Garnier and also Godrej
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Colour Soft which belongs to the ‘Ammonia Free’ segment whose main competitor is
L’Oreal.
I prepared two questionnaires, one directed at Salon and Beauty parlours and the other at the
end consumers. 50 salons were visited in this process and personal information of the hair
dressers was recorded in addition to the variables associated for the Questionnaire. Also
answers of 82 consumers were recorded.
To the data recorded during the survey logical tests were applied and inferences were made
accordingly.
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CHAPTER 4
Objective of Study
4. OBJECTIVE OF STUDY37
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Objectives
The objectives of the project are as follows:
1) To observe and understand how the general market i.e. how the sales and distribution
of the company work.
2) To do sales and understand the schemes involved in different products and also to
learn the art of pushing products to retailers.
3) To determine the reasons for low market share of Godrej Hair Colours and also to
propose ways to improve it.
In order to fulfill the above mentioned objectives, the following sub-objectives have to be
achieved:
1) To study the market through field visits to scout areas for improvement.
2) To research on consumers and hair dressers and their attitudes towards Godrej Hair
Colour products.
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CHAPTER 5
Observations & Analysis
5. Observations & Analysis
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5.1 Hair Colour Market in India
The hair colour market in India has shown a robust growth of 21% in the year 2009 over the
previous year. It is important to note that the main growth has come from the mid-level
powder brands that have from Rs 118 crores in 2008 to Rs 202 crores in 209. This is a
whopping 71% growth.
Size of Hair Colour market in India(2009) : Rs 1200 crores ( $ 267 Million)
Growth of the total market over last year : 21%
Size of the mid-level powder brands : Rs 202 crores ( $ 45 Million)
Leading Players
Godrej Comsumer : 33 % of the hair dye market
L’Oreal & Garnier : 60% of the hair cream market
Color Mate : 38% of the hair poweder market
For GCPL, hair colour is the second biggest business for the company making up 23 per cent
of its net sales. The powder hair dyes, make up 50 per cent of the Rs 580 crore hair colour
market in India. However, in terms of volumes it makes up an even greater share of 75 per
cent of the total market, said GCPL. The rest of the market is made up of cream based hair
colourants, which are catching up fast among the affluent consumers.
GCPL is still the market leader in the overall category with a share of 35.2 per cent.
Although its share has gone down in the last six years from 43.9 per cent in 2002 as many
players both global and local have entered the Indian market since then like Schwarzkopf
and Cavin Kare.
Observations
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As mentioned in the step 2 of Project Profile, two surveys were conducted, one with a
sample size of 45 which focussed on Hair Salons and Beauty Parlours and the other with a
sample size of 82 which focussed of end consumers between the age group of 18-25.
The results of the survey are as shown below.
5.2 Consumers Survey
5.2.1 Awareness of brands
From the above graph we can see that:
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96.3% of the consumers were aware of Garnier
97.5% of them were aware of L’Oreal
75.3% of them were aware of streax
44.4% of them were aware of Godrej Colour Soft
30.9% of them were aware of Godrej Renew and
32.1% were aware of other brands
This shows that most of the consumers are aware of Godrej and L’Oreal, and only a few of
them were aware of Godrej Renew and Colour soft.
5.2.2 Brands used
From the above graph we can see that:
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54.8% of the consumers have used Garnier
29% of them have used L’Oreal
12.9% of them have used Streax
9.6% of them have used Colour Soft &
6.45% of them have used Renew
Here we can see that higher the awareness, higher the usage rate. As the awareness of Garnier is high usage rate is also very high. Customers regularly watch Ads of Garnier which features ads on many other products apart from hair colours, has made the brand familiar to the customers and is perceived to be a premium and high value brand.
5.2.3 Advertisements and Promotions
From the above table we can see that:43
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98.8% of the consumers have seen advertisements/ promotional offers on Garnier.
96.3% of the consumers have seen advertisements/ promotional offers on L’Oreal.
71.6% of the consumers have seen advertisements/ promotional offers on Streax.
28.4% of the consumers have seen advertisements/ promotional offers on Godrej Colour
Soft.
24.7% of the consumers have seen advertisements/ promotional offers on Godrej Renew &
12.3% of the consumers have seen advertisements/ promotional offers of other brands.
This shows that Garnier and L’Oreal ads are regularly shown and consumers are quite aware
of the brand where as Godrej Colour Soft and Renew ads have been seen by very few
customers.
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5.2.4 Awareness of Godrej Hair Colours
Only 29.6% of the consumers knew that Colour Soft and Renew were products of Godrej
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5.2.5 Factors influencing in using a particular brand
From the above graph we can see that:
38.3% of the consumers were influenced by advertisements.
25.9% of the consumers considered price as a factor to choose a particular brand.
77.8% of the consumers chose the hair colour brand because of its quality.
Only 12.3% of them were influenced by promotions.
30.9% of them took their hair dressers’ suggestion to choose a particular brand &
64.2% of them took others’ suggestion.
Quality and Word of mouth are the most preferred factors in deciding a particular brand.
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5.2.6 The brand which consumers are willing to try
From the above graph we can see that:
43.2% of the consumers are willing to try Garnier.
85.2% of the consumers are willing to try L’Oreal.
4.9% of the consumers are willing to try Streax.
1.2% of the consumers are willing to try Godrej Colour Soft.
0% of the consumers are willing to try Godrej Renew &
1.2% of the consumers are willing to try other brands.
This shows that consumers who would use the hair colour for the first time and also
consumers who are willing to try a new brand would go for L’Oreal followed by Garnier.
None of the are willing to try Godrej Renew.
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5.2.7 Relation between the brand which hair dressers’ prefer and the reason for preference
Garnier
From the above cross tabulation we can see that 56.7% of the hair dressers use Garnier
because they perceive Garnier to be a high quality product and 26.7% of them consider it
because it is fairly priced and 16.7% of them use it because customers request for it, making
it most popular compared to other hair colours.
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L’Oreal
From the above cross tabulation we can see that 70.6% of the hair dressers use L’Oreal
because if its quality making, it is perceived to be a highly premium brand and the hair
colour with the best quality, only 17.6% consider it because of its price and about 12%
because it is popular.
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Godrej Colour Soft
From the above cross tabulation we can see that all the hair dressers use Godrej coloursoft
only because it is priced low.
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Streax
Even though the number of people who used Streax is less, they perceive it to be of good
quality.
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Other brands
From the above cross tabulation we can see that 71.4% of the hair dressers choose a
particular brand considering the quality of the colour and the rest of them consider price as a
factor.
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5.2.8 Relation between gender and the factors influencing them to choose a particular hair colour
From the above graph we can see that:
Women are more influenced by advertisements than men
Women are less sensitive to men when choosing a hair colour
Women consider quality of a hair colour is important than men do.
Women are more influenced by promotional offers than men.
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Advertisements
About 21% of females and 17% of male are influenced by advertisements to choose a
particular hair colour brand.
Price
11% women and about 15% men consider price as a factor for buying a particular hair
colour.
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Quality
About 43% women and 34% men consider quality as a factor, making it the prime factor to
select a particular brand.
Promotions
Only 9.8% of women and 2.4% men are influenced by promotions making it the least
considered factor in choosing a particular brand.
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Hair dressers’ suggestion
18.5% of women and 12.3% men take suggestions of their hair dressers to use a particular
hair colour.
Word of mouth
About 32% of both women and men consider others’ suggestion before selecting a hair
colour, this becomes the second most important factor in choosing a particular brand.
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Relation between gender and how often they use hair colours
Out of the 81 people 31 of them had used hair colours.
About 45% of women and 29% of men have just tried colouring their hair once. And about
19.35% women and 3.2% men colour their hair once a year and the frequency of colouring
their hair once in a month and once in two months is almost negligible.
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5.2.9 Relation between using a particular hair colour and the factors influencing it
Garnier
Advertisements
38.2% of the consumers who have tried hair colours have used Garnier, of the 38%, 16.21%
of them have considered this hair colour because of advertisements.
Price
About 10% of them considered price as a factor to choose Garnier.
Quality
About 30% of them considered quality as a factor to use Garnier
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Promotions
Only 2.7% of them were influenced by promotions made by garnier
Hair dressers
About 11% of them took their hair dressers’ suggestion to use Garnier
Word of mouth
30% of them have taken others’ suggestion in considering Garnier.
L’Oreal
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Advertisements
About 40% of them who have tried hair colour have used L’Oreal, out of the 40%, 5% of
them have been influenced by advertisements.
Quality
40% of them considered L’Oreal for its premium quality.
Promotion
Only 5% of the customers were influenced by various offers and promotions given by
L’Oreal.
Hair dressers’ suggestion
About 15% of them consider the hair dressers’ suggestion in using this brand.
Word of mouth
About 35% of the consumers have considered others’ suggestion for using L’Oreal hair
colour.
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Streax
Advertisements
About 15% of the customers have been influenced by the advertisements.
Quality
30% of the consumers have chosen streax considering its quality
Promotion
Only 8% of the consumers felt that they were been influenced by promotions to choose this
brand.
Hair dressers’ suggestion
About 23% of them have taken hair dressers’ suggestion I trying this brand.
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Word of mouth
Similarly about 23% of them have considered others’ suggestion in choosing this hair
colour.
Godrej Colour Soft
Advertisements
6.8% of the consumers have tried Godrej Colour Soft, in that 6.8%, 28% of them have been
influenced by advertisements.
Quality
28% of them have chosen colour soft because of its quality.
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Hair dressers suggestion
Only 14.28% of the customers took their hair dressers’ suggestion in trying Godrej Colour
Soft.
Word of mouth
And about 28% of them took others’ suggestion for choosing this brand.
Godrej Renew
Price
Only 20% of the consumers have considered Godrej Renew for its pricing.
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Quality
About 40% of the consumers have tried Godrej Renew because of its quality and none of
them were influenced by any advertisements and promotions
Word of mouth
And about 40% of them were influenced by others’ suggestion.
5.2.10 Relation between Gender and the brand which they have used
From the above graph we can see that:
More number of women prefers Garnier than Men.
More number of women prefers L’Oreal than Men.
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Equal number of men and women prefer Streax.
More number of men prefer Colour Soft than women &
Equal number of men and women prefer Renew.
Garnier
32% of women and 22.5% of male have used Garnier.
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L’Oreal
16% of women and 13% of men have used L’Oreal
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Streax
6.45% of both women and men have tried Streax.
Godrej Colour Soft
Only 3.2% women and 6.45% male have used Godrej Colour soft.
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Godrej Renew
Only 6.45% of men and none of the women have tried Godrej Renew.
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5.3 Hair Salons survey
5.3.1 Usage of hair colours in parlours
From the above graph we can see that:
84.4% of the salons use Garnier
71.1% of the salons use L’Oreal
64.4% of the salons use Godrej Expert
48.9% of the salons use Godrej Renew
46.7% of the salons use Godrej Colour Soft
31.1% of the salons use Streax &
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62.2% of them use other brands.
This shows the dominance of Garnier in most of the salons
5.3.2 Preference in Hair Salons
First preference:
From the above graph we see that:
66.6% of the customers consider Garnier as their first preference
17.8% of the customers consider L’Oreal as their first preference
4.4% of the customers consider Godrej Expert as their first preference
0% of the customers consider Godrej Renew and Colour Soft as their first preference
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10% of the customers consider other brands as their first preference.
Second preference
From the above graph we can see that:
80% of the customers prefer other local brand as their alternative choice
11.1% of the customers prefer L’Oreal as their alternative choice
2.2% of the customers consider both Godrej Expert and Colour Soft as their alternative
choice.
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Colour Shade Preference
91.1% of the people who colour their hair prefer basic colours like natural black and natural
brown
And only 8.9% of them prefer fashionable colours like blonde, cherry red, plum crazy etc.
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5.3.3 Factors influencing Salons
From the above graph we can see the factors that influence a salon to choose a particular hair
colour
Primary factor is the quality of the hair colour followed by price margins for the hair
dressers and customers’ request.
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Relation between the location of the salons and the percentage of business got from hair colour.
From the above graph we can see the percentage of business contributed by hair colour
1. Banashankari: 23% 11. Ulsoor : 18%
2. Domlur: 23% 12. Vijaynagar : 17%
3. HAL: 21%
4. Hoskerehalli: 28%
5. J P Nagar: 18%
6. Jayanagar: 33%
7. K R Road: 31%
8. Kumarswamy Layout: 32%
9. Padmanabh Nagar: 27%
10. Rajarajeshwari Nagar: 23%
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Relation between areas covered and the percentage of people who colour their hair.
From the above graph we can see the amount of business through hair colouring across
various parts of the city:
1. Banashankari: 33%
2. Domlur: 23%
3. HAL: 31%
4. Hoskerehalli: 13%
5. J P Nagar: 48%
6. Jayanagar: 21%
7. K R Road: 27%
8. Kumarswamy Layout: 38%
9. Padmanabhnagar: 25%
10. Rajarajeshwari Nagar: 23%
11. Ulsoor: 28%
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12. Vijay Nagar:23%
5.3.4 Relation between the location of the salon and the brand they prefer
From the above graph we can see the usage of various brands of hair colours across different
parts of the city:
1. Banashankari: Other Local brands
2. Domlur: Garnier & L’Oreal
3. HAL: Garnier
4. Hoskerehalli: Garnier
5. J P Nagar: L’Oreal
6. Jayanagar: L’Oreal
7. K R Road: Garnier & L’Oreal
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8. Kumarswamy Layout: Garnier and other brands
9. Padmanabh Nagar: Garnier and other brands
10. Ulsoor: Garnier
11. Vijaynagar: Garnier
12. Rajarajeshwari Nagar: Garnier, L’Oreal, Godrej Expert and other brands
AlternatePreference
The above graph shows the alternate choice of the hair colour brands preferred across
various parts of the city.
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5.3.5 Relation between the age and the colour shade they prefer
Age 18-24
This age group contributes for about 8.8% of the total hair colouring, and out of 8.8%, 75%
of them prefer basic colours and only 25% of them prefer fashion colours.
Age 25-34
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This age group contributes for about 25% of the total hair colouring, and almost everyone
prefers using the basic shades.
Age 35-50
And this age group contributes 60% of the total hair colouring, and of the 60%, 90% of the
consumers prefer basic shades and only 10% use fashion colours.
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CHAPTER 6
Findings
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6. Findings
This project involved 3 steps, elucidated as follows along with the major findings from each:
In the first two steps it involved going to the retailers and chemists and selling Godrej
products. During this period we spoke most of the retailers and asked them the reason for
Godrej Hair Colours not doing well. Here is a gist of what they had to say:
The primary reason most of the retailers attributed to was lack of advertisements. Renew and Coloursoft have become a forgotten brand for many.
They feel that customers are not being regularly reminded about the existence of the hair products.
They suggested organising demonstrations at hair salons and also increasing POS display by using more posters or by giving more shelf display.
The retailers said that hair dressers usually suggested Garnier to customers.
Repeated advertisements from competitors especially Garnier, which features ads on many other products apart from hair colours, has made the brand familiar to the customers and is perceived to be a premium and high value brand.
In the third step we did two surveys on hair colours, one aimed at end consumers and the other at hair salons and parlours. Here are some extracts from the survey:-
Primarily hair dressers use those brands for colouring which are requested by the customers. The brand which is used most is Garnier and in the ammonia free segment i.e. the premium segment it is L’Oreal.
Garnier is most preferred by customers as they are aware of the product through regular advertisements and also they perceive it to be a high quality brand and product.
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Renew and Coloursoft were used mainly because of its low pricing but customers were not very aware of these products due to which they perceive it to be of low quality.
Customers prefer Coloursoft as it is relatively perceived as a premium or a high quality brand especially when compared with Renew.
The hair dressers requested for in shop advertising like Posters, shade cards printed clocks and barber gowns so that customer becomes aware of these products.
Few of the hair dressers said that there are fewer shades of hair colours in Godrej compared to other brands like Streaks, Colour Mate or Matrix.
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Chapter 7
Recommendations and
Conclusion
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7. Recommendations & Conclusion
The following are some of the recommendations for the company.
1. Advertisements
From the observations and analysis we can see that Awareness of Godrej Renew and Coloursoft are very low. This is mainly due to lack of advertisements. This is the age of information and when consumers are regularly bombarded with ads and promos especially with competitors like Garnier and L’Oreal’s ads being shown on TV every five to ten minutes. A brand ambassador who is of a famous personality should be signed in. Sticking to Katrina Kaif would still be good but ads must be shown of hers.
2. Salon and Parlour displays
Display more posters of Godrej hair colours at Salons and Beauty Parlours with Godrej Logo on it as we could see only a small percentage of consumers being aware that Renew and Coloursoft as products of Godrej so that consumers become aware of the products and brand as consumers perceive Godrej to be of a good quality brand.
3. Brand ambassadors.
Though Katrina Kaif was roped in as the brand ambassador for Renew no ads were shown. Godrej Coloursoft badly needs a brand ambassador who can show that it is a high quality ammonia free product in the segment similar to L’Oreal at an affordable price.
4. Event sponsors.Godrej could follow the path of Streax which was one of the main sponsors of the Miss India competition by sponsoring to similar and related events.
5. Retailers POS displays.
Putting up posters at retail shops and chemists which has a famous brand ambassador in hit will help consumers to notice the product. Also taking shelf space which is easily visible to the customers or providing Godrej products exclusive shelves similar to Garnier would do good for the sales.
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6. More schemes to retailers.
By doing this the hair colours can be pushed to the retailers who will in turn push the product to the end consumers by suggesting the hair colours by showing it to be of high quality. 7. Exclusive sales force for hair colours.
Similar to L’Oreal, Godrej can have exclusive sales force who can concentrate only on pushing the products at hair salons beauty parlours where the stocking and use of godrej hair colours is very low as seen in the observations. 8. Tie up with tier 1 salons and also exclusive Godrej Salons.
Godrej could tie up with hair salons such as Lime Light or Green Trends where they can buy the exclusive rights to use only Godrej hair colours. The can also start exclusive Godrej Salons similar to L’Oreal and Lakhme. 9. Free sachets.
By giving away free sachets of Godrej renew powder through newspapers similar to the way HUL did for Dove shampoo, Godrej can make many consumers try their product.
10. Online marketing.
Godrej can place ads online on websites such as shaadi.com with a sensible mess to bride and bridegrooms. 11. In store TV advertisements
By placing ads and demos at in shop TVs Godrej can give customers a first hand experience of their products.
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Chapter 8
Learning Outcome
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8. Learning Outcome
This project was very useful to understand the intricacies of the FMCG and the Retail
Industries respectively.
Availability, Visibility and Freshness are the three key components to the company’s
strategic mix. This ensures that people who come looking for quality in product and service,
will get it. FMCG products are prone to high levels of switching. This is why it is essential to
strike good deals with the Owners to have more orders placed and get more visibility.
Also I got a good understanding why advertisements are so important for a product to sell
and also how schemes and other incentives to the retailers help to push the products.
The following were the Learning Outcomes of this study:
1. The era of Modern Trade
2. The concept and analysis of Retailers, how to fathom the key essentials in a line and product mix, to check on stock outs and fill rates and to have a firm foot hold of margins, terms of trade and payment terms.
3. Field visits helped me understand the merchandising, distribution and delivery activities.
4. Learnt how to convince people and the resons they get convinced to buy our products by doing sales of regular and hair colour products.
5. By doing field visits and speaking to the retailers, Isr/Dsr’s and Company guide I could design a questionnaire and was also able to make decisions like which questions were important and made sense.
6. Through the survey I understood what the customers expect and the decripencies and the issues associated with it.
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Chapter 9
ANNEXURE
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9. Annexure
I have designed two questionnaires one for end consumers and the other for salons to gather information and have used SPSS to carry out cross tabulations and percentage analysis
8.1 Questionnaire: Salon
Salon Name
Salon Address
Type
Gents
Ladies
Unisex
Since(Years)
Category
1. Which hair colour brand do you use?
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Garnier
L'Oreal
Godrej Expert
Godrej Renew
Godrej Colour Soft
Other:
2. What percentage of hair colour contributes to main business ?
3. What percentage of customers colour their hair during the haircut?
4. Which hair colour brand do customers prefer?
5. How long does a hair colour last?
6. What colour shade do customers prefer most?
Basic Colours
Fashion Colours
Basic Colours
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Natural Black
Soft Black
Natural Brown
Light Brown
Fashion Colours
Plum Crazy
Cherry Red
Blonde
Burgandy
7. Do customers ask you for suggestion about colours?
Yes
No
8. Which brand do you prefer and why?
9. Which age group colour their hair most?
18-24
25-3491
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35-50
10. Do these colour brands produce any skin irritation or is it allergic to few people?
Yes
No
If yes which are those brands?
11. What influences a customer to use a particular brand?
Price
Awareness
Hair Dressers
Quality
12. What influences Salons to use a particular brand?
Price
Awareness
Quality
Customers' request
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8.2 Questionnaire Consumers
Name *
Age *
Sex *
Male
Female
1. Which of the following hair colour brands are you aware of? *
Garnier
L'Oreal
Streax
Colour Soft
Renew
Colour Mate
Berina
Other:
2. Have you used hair colours? *
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Yes
No
If yes which of the following
Garnier
L'Oreal
Streax
Colour Soft
Renew
Colour Mate
Berina
Other:
3. Which of the following hair colour brand advertisements/promotions have you seen? *
Garnier
L'Oreal
Streax
Colour Soft
Renew
Colour Mate
Berina
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Other:
4. Did you know Renew and Coloursoft were products of Godrej? *
Yes
No
5. The factors that would influence/influenced you to use a particular hair colour *
Advertisements
Price
Quality
Promotions
Hair Dressers
Word of mouth
6. In case you are planning to try a hair colour which brand would it be? *
Garnier
L,Oreal
Streax
Colour Soft
Renew
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Colour Mate
Berina
Other:
The following questions are to be answered by only those people who have already used hair
colours . Others please click SUBMIT.7. How often do you use hair colours?
Once a month
Once in two months
Once in six months
Once a year
Just tried once
8. Do you prefer using same Colour brand?
Yes
No
9. If you are willing to try a new hair colour brand which would that be?
Garnier
L'Oreal
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Streax
Colour Soft
Renew
Colour Mate
Berina
Other:
10. Have you experienced any hair loss/damage, after using the hair colour?
Yes
No
If yes which brand?
Garnier
L'Oreal
Streax
Colour Soft
Renew
Colour Mate
Berina
Other:
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11. Have you experienced any skin allery after using the hair colour?
Yes
No
If yes which brand:
Garnier
L'Oreal
Streax
Colour Soft
Renew
Colour Mate
Berina
Other:
12. How long did the colour shade last?
After 1 wash
Less than 2 weeks
3-4 weeks
More than a month
8.3 SPSS output98
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Relation between the brand which hair dressers’ prefer and the reason for preference
Garnier
q14sin
Total
Customers'
request Price Quality
q10pre
g
1 Count 5 8 17 30
% within
q10preg16.7% 26.7% 56.7% 100.0%
% within
q14sin100.0% 100.0% 100.0% 100.0%
% of Total 16.7% 26.7% 56.7% 100.0%
Total Count 5 8 17 30
% within
q10preg16.7% 26.7% 56.7% 100.0%
% within
q14sin100.0% 100.0% 100.0% 100.0%
% of Total 16.7% 26.7% 56.7% 100.0%
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L’Oreal
q14sin
Total
Customers'
request Price Quality
q10prel
o
1 Count 2 3 12 17
% within
q10prelo11.8% 17.6% 70.6% 100.0%
% within
q14sin100.0% 100.0% 100.0% 100.0%
% of Total 11.8% 17.6% 70.6% 100.0%
Total Count 2 3 12 17
% within
q10prelo11.8% 17.6% 70.6% 100.0%
% within
q14sin100.0% 100.0% 100.0% 100.0%
% of Total 11.8% 17.6% 70.6% 100.0%
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Godrej Colour Soft
q14sin
TotalPrice
q10prec
s
1 Count 1 1
% within
q10precs100.0% 100.0%
% within q14sin 100.0% 100.0%
% of Total 100.0% 100.0%
Total Count 1 1
% within
q10precs100.0% 100.0%
% within q14sin 100.0% 100.0%
% of Total 100.0% 100.0%
Streax
q14sin
TotalQuality
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q10pre
st
1 Count 1 1
% within
q10prest100.0% 100.0%
% within
q14sin100.0% 100.0%
% of Total 100.0% 100.0%
Total Count 1 1
% within
q10prest100.0% 100.0%
% within
q14sin100.0% 100.0%
% of Total 100.0% 100.0%
Other brands
q14sin
TotalPrice Quality
q10preo
t
1 Count 2 5 7
% within
q10preot28.6% 71.4% 100.0%
% within
q14sin100.0% 100.0% 100.0%
% of Total 28.6% 71.4% 100.0%
Total Count 2 5 7
% within
q10preot28.6% 71.4% 100.0%
% within
q14sin
100.0% 100.0% 100.0%
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% of Total 28.6% 71.4% 100.0%
Relation between gender and the factors influencing them to choose a particular hair
colour
Advertisements
q5fctad
Total1
sex Female Count 17 17
% within sex 100.0% 100.0%
% within
q5fctad54.8% 54.8%
% of Total 54.8% 54.8%
Male Count 14 14
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% within sex 100.0% 100.0%
% within
q5fctad45.2% 45.2%
% of Total 45.2% 45.2%
Total Count 31 31
% within sex 100.0% 100.0%
% within
q5fctad100.0% 100.0%
% of Total 100.0% 100.0%
Price
q5fctpc
Total1
sex Female Count 9 9
% within sex 100.0% 100.0%
% within
q5fctpc42.9% 42.9%
104Alliance Business School
Industry Internship Program 2010
% of Total 42.9% 42.9%
Male Count 12 12
% within sex 100.0% 100.0%
% within
q5fctpc57.1% 57.1%
% of Total 57.1% 57.1%
Total Count 21 21
% within sex 100.0% 100.0%
% within
q5fctpc100.0% 100.0%
% of Total 100.0% 100.0%
Quality
q5fctqt
Total1
105Alliance Business School
Industry Internship Program 2010
sex Female Count 35 35
% within sex 100.0% 100.0%
% within
q5fctqt55.6% 55.6%
% of Total 55.6% 55.6%
Male Count 28 28
% within sex 100.0% 100.0%
% within
q5fctqt44.4% 44.4%
% of Total 44.4% 44.4%
Total Count 63 63
% within sex 100.0% 100.0%
% within
q5fctqt100.0% 100.0%
% of Total 100.0% 100.0%
106Alliance Business School
Industry Internship Program 2010
Promotions
q5fctpro
Total1
sex Female Count 8 8
% within sex 100.0% 100.0%
% within
q5fctpro80.0% 80.0%
% of Total 80.0% 80.0%
Male Count 2 2
% within sex 100.0% 100.0%
% within
q5fctpro20.0% 20.0%
% of Total 20.0% 20.0%
Total Count 10 10
% within sex 100.0% 100.0%
% within
q5fctpro100.0% 100.0%
% of Total 100.0% 100.0%
107Alliance Business School
Industry Internship Program 2010
Hair dressers’ suggestion
q5fcthd
Total1
sex Female Count 15 15
% within sex 100.0% 100.0%
% within
q5fcthd60.0% 60.0%
% of Total 60.0% 60.0%
Male Count 10 10
% within sex 100.0% 100.0%
% within
q5fcthd40.0% 40.0%
% of Total 40.0% 40.0%
Total Count 25 25
% within sex 100.0% 100.0%
% within
q5fcthd100.0% 100.0%
% of Total 100.0% 100.0%
108Alliance Business School
Industry Internship Program 2010
Word of mouth
q5fctwm
Total1
sex Female Count 26 26
% within sex 100.0% 100.0%
% within
q5fctwm50.0% 50.0%
% of Total 50.0% 50.0%
Male Count 26 26
% within sex 100.0% 100.0%
% within
q5fctwm50.0% 50.0%
% of Total 50.0% 50.0%
Total Count 52 52
% within sex 100.0% 100.0%
% within
q5fctwm100.0% 100.0%
% of Total 100.0% 100.0%
109Alliance Business School
Industry Internship Program 2010
Relation between gender and how often they use hair colours
q7often
Total
Just tried
once
Once a
month
Once a
year
Once in
six
months
Once in
two
months
sex Female Count 24 14 0 3 0 1 42
% within
sex57.1% 33.3% .0% 7.1% .0% 2.4% 100.0%
% within
q7often47.1% 60.9% .0% 75.0% .0% 100.0% 51.9%
% of
Total29.6% 17.3% .0% 3.7% .0% 1.2% 51.9%
Male Count 27 9 1 1 1 0 39
% within 69.2% 23.1% 2.6% 2.6% 2.6% .0% 100.0%
110Alliance Business School
Industry Internship Program 2010
sex
% within
q7often52.9% 39.1% 100.0% 25.0% 100.0% .0% 48.1%
% of
Total33.3% 11.1% 1.2% 1.2% 1.2% .0% 48.1%
Total Count 51 23 1 4 1 1 81
% within
sex63.0% 28.4% 1.2% 4.9% 1.2% 1.2% 100.0%
% within
q7often100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
% of
Total63.0% 28.4% 1.2% 4.9% 1.2% 1.2% 100.0%
Relation between using a particular hair colour and the factors influencing it
Garnier
Advertisements
q5fctad
Total1
q2ify
g
1 Count 6 6
% within
q2ifyg100.0% 100.0%
% within 100.0% 100.0%
111Alliance Business School
Industry Internship Program 2010
q5fctad
% of Total 100.0% 100.0%
Total Count 6 6
% within
q2ifyg100.0% 100.0%
% within
q5fctad100.0% 100.0%
% of Total 100.0% 100.0%
Price
q5fctpc
Total1
q2if
yg
1 Count 4 4
% within
q2ifyg
100.0% 100.0%
112Alliance Business School
Industry Internship Program 2010
% within
q5fctpc100.0% 100.0%
% of Total 100.0% 100.0%
Total Count 4 4
% within
q2ifyg100.0% 100.0%
% within
q5fctpc100.0% 100.0%
% of Total 100.0% 100.0%
Quality
113Alliance Business School
Industry Internship Program 2010
q5fctqt
Total1
q2ify
g
1 Count 11 11
% within
q2ifyg100.0% 100.0%
% within
q5fctqt100.0% 100.0%
% of Total 100.0% 100.0%
Total Count 11 11
% within
q2ifyg100.0% 100.0%
% within
q5fctqt100.0% 100.0%
% of Total 100.0% 100.0%
114Alliance Business School
Industry Internship Program 2010
Promotions
q5fctpro
Total1
q2ify
g
1 Count 1 1
% within
q2ifyg100.0% 100.0%
% within
q5fctpro100.0% 100.0%
% of Total 100.0% 100.0%
Total Count 1 1
% within
q2ifyg100.0% 100.0%
% within
q5fctpro100.0% 100.0%
% of Total 100.0% 100.0%
115Alliance Business School
Industry Internship Program 2010
Hair dressers
q5fcthd
Total1
q2ify
g
1 Count 4 4
% within
q2ifyg100.0% 100.0%
% within
q5fcthd100.0% 100.0%
% of Total 100.0% 100.0%
Total Count 4 4
% within
q2ifyg100.0% 100.0%
% within
q5fcthd100.0% 100.0%
% of Total 100.0% 100.0%
Word of mouth
q5fctwm
Total1
q2ify
g
1 Count 11 11
% within
q2ifyg
100.0% 100.0%
116Alliance Business School
Industry Internship Program 2010
% within
q5fctwm100.0% 100.0%
% of Total 100.0% 100.0%
Total Count 11 11
% within
q2ifyg100.0% 100.0%
% within
q5fctwm100.0% 100.0%
% of Total 100.0% 100.0%
L’Oreal: Advertisements
q5fctad
Total1
q2ifyl
o
1 Count 1 1
% within
q2ifylo100.0% 100.0%
% within
q5fctad100.0% 100.0%
% of Total 100.0% 100.0%
Total Count 1 1
% within
q2ifylo100.0% 100.0%
% within
q5fctad100.0% 100.0%
% of Total 100.0% 100.0%
Quality
q5fctqt Total
117Alliance Business School
Industry Internship Program 2010
1
q2ifyl
o
1 Count 8 8
% within
q2ifylo100.0% 100.0%
% within
q5fctqt100.0% 100.0%
% of Total 100.0% 100.0%
Total Count 8 8
% within
q2ifylo100.0% 100.0%
% within
q5fctqt100.0% 100.0%
% of Total 100.0% 100.0%
Promotion
q5fctpro
Total1
q2ifyl
o
1 Count 1 1
% within
q2ifylo100.0% 100.0%
% within
q5fctpro100.0% 100.0%
% of Total 100.0% 100.0%
Total Count 1 1
% within
q2ifylo100.0% 100.0%
% within 100.0% 100.0%
118Alliance Business School
Industry Internship Program 2010
q5fctpro
% of Total 100.0% 100.0%
Hair dressers’ suggestion
q5fcthd
Total1
q2ifyl
o
1 Count 3 3
% within
q2ifylo100.0% 100.0%
% within
q5fcthd100.0% 100.0%
% of Total 100.0% 100.0%
Total Count 3 3
% within
q2ifylo100.0% 100.0%
% within
q5fcthd100.0% 100.0%
% of Total 100.0% 100.0%
Word of mouth
q5fctwm
Total1
q2ifyl
o
1 Count 7 7
% within
q2ifylo100.0% 100.0%
% within
q5fctwm100.0% 100.0%
% of Total 100.0% 100.0%
119Alliance Business School
Industry Internship Program 2010
Total Count 7 7
% within
q2ifylo100.0% 100.0%
% within
q5fctwm100.0% 100.0%
% of Total 100.0% 100.0%
Streax : Advertisements
q5fctad
Total1
q2ifyst
x
1 Count 2 2
% within 100.0% 100.0%
120Alliance Business School
Industry Internship Program 2010
q2ifystx
% within
q5fctad100.0% 100.0%
% of Total 100.0% 100.0%
Total Count 2 2
% within
q2ifystx100.0% 100.0%
% within
q5fctad100.0% 100.0%
% of Total 100.0% 100.0%
Quality
q5fctqt
Total1
q2ifyst
x
1 Count 4 4
% within
q2ifystx100.0% 100.0%
% within
q5fctqt100.0% 100.0%
% of Total 100.0% 100.0%
Total Count 4 4
% within
q2ifystx100.0% 100.0%
% within
q5fctqt100.0% 100.0%
% of Total 100.0% 100.0%
Promotion
121Alliance Business School
Industry Internship Program 2010
q5fctpro
Total1
q2ifyst
x
1 Count 1 1
% within
q2ifystx100.0% 100.0%
% within
q5fctpro100.0% 100.0%
% of Total 100.0% 100.0%
Total Count 1 1
% within
q2ifystx100.0% 100.0%
% within
q5fctpro100.0% 100.0%
% of Total 100.0% 100.0%
Hair dressers’ suggestion
q5fcthd
Total1
q2ifyst
x
1 Count 3 3
% within
q2ifystx100.0% 100.0%
% within
q5fcthd100.0% 100.0%
% of Total 100.0% 100.0%
Total Count 3 3
% within
q2ifystx100.0% 100.0%
% within 100.0% 100.0%
122Alliance Business School
Industry Internship Program 2010
q5fcthd
% of Total 100.0% 100.0%
Word of mouth
q5fctwm
Total1
q2ifyst
x
1 Count 3 3
% within
q2ifystx100.0% 100.0%
% within
q5fctwm100.0% 100.0%
% of Total 100.0% 100.0%
Total Count 3 3
% within
q2ifystx100.0% 100.0%
% within
q5fctwm100.0% 100.0%
% of Total 100.0% 100.0%
123Alliance Business School
Industry Internship Program 2010
Godrej Colour Soft: Advertisements
q5fctad
Total1
q2ifygc
s
1 Count 2 2
% within
q2ifygcs100.0% 100.0%
% within
q5fctad100.0% 100.0%
% of Total 100.0% 100.0%
Total Count 2 2
% within
q2ifygcs100.0% 100.0%
% within
q5fctad100.0% 100.0%
% of Total 100.0% 100.0%
Quality
q5fctqt
Total1
q2ifygc
s
1 Count 2 2
% within 100.0% 100.0%
124Alliance Business School
Industry Internship Program 2010
q2ifygcs
% within
q5fctqt100.0% 100.0%
% of Total 100.0% 100.0%
Total Count 2 2
% within
q2ifygcs100.0% 100.0%
% within
q5fctqt100.0% 100.0%
% of Total 100.0% 100.0%
Hair dressers suggestion
q5fcthd
Total1
q2ifygc
s
1 Count 1 1
% within
q2ifygcs100.0% 100.0%
% within
q5fcthd100.0% 100.0%
% of Total 100.0% 100.0%
Total Count 1 1
% within
q2ifygcs100.0% 100.0%
% within
q5fcthd100.0% 100.0%
% of Total 100.0% 100.0%
Word of mouth
125Alliance Business School
Industry Internship Program 2010
q5fctwm
Total1
q2ifygc
s
1 Count 2 2
% within
q2ifygcs100.0% 100.0%
% within
q5fctwm100.0% 100.0%
% of Total 100.0% 100.0%
Total Count 2 2
% within
q2ifygcs100.0% 100.0%
% within
q5fctwm100.0% 100.0%
% of Total 100.0% 100.0%
Godrej Renew: Price
q5fctpc
Total1
q2ifyg
r
1 Count 1 1
% within
q2ifygr100.0% 100.0%
% within
q5fctpc100.0% 100.0%
% of Total 100.0% 100.0%
Total Count 1 1
% within
q2ifygr100.0% 100.0%
126Alliance Business School
Industry Internship Program 2010
% within
q5fctpc100.0% 100.0%
% of Total 100.0% 100.0%
Quality
q5fctqt
Total1
q2ifyg
r
1 Count 2 2
% within
q2ifygr100.0% 100.0%
% within
q5fctqt100.0% 100.0%
% of Total 100.0% 100.0%
Total Count 2 2
% within
q2ifygr100.0% 100.0%
% within
q5fctqt100.0% 100.0%
% of Total 100.0% 100.0%
Word of mouth
q5fctwm
Total1
q2ifyg
r
1 Count 2 2
% within
q2ifygr100.0% 100.0%
% within
q5fctwm
100.0% 100.0%
127Alliance Business School
Industry Internship Program 2010
% of Total 100.0% 100.0%
Total Count 2 2
% within
q2ifygr100.0% 100.0%
% within
q5fctwm100.0% 100.0%
% of Total 100.0% 100.0%
Relation between Gender and the brand which they have used
Garnier
q2ifyg
Total1
128Alliance Business School
Industry Internship Program 2010
sex Female Count 10 10
% within sex 100.0% 100.0%
% within
q2ifyg58.8% 58.8%
% of Total 58.8% 58.8%
Male Count 7 7
% within sex 100.0% 100.0%
% within
q2ifyg41.2% 41.2%
% of Total 41.2% 41.2%
Total Count 17 17
% within sex 100.0% 100.0%
% within
q2ifyg100.0% 100.0%
% of Total 100.0% 100.0%
129Alliance Business School
Industry Internship Program 2010
L’Oreal
q2ifylo
Total1
sex Female Count 5 5
% within sex 100.0% 100.0%
% within
q2ifylo55.6% 55.6%
% of Total 55.6% 55.6%
Male Count 4 4
% within sex 100.0% 100.0%
% within
q2ifylo44.4% 44.4%
% of Total 44.4% 44.4%
Total Count 9 9
% within sex 100.0% 100.0%
% within
q2ifylo100.0% 100.0%
% of Total 100.0% 100.0%
130Alliance Business School
Industry Internship Program 2010
Streax
q2ifystx
Total1
sex Female Count 2 2
% within sex 100.0% 100.0%
% within
q2ifystx50.0% 50.0%
% of Total 50.0% 50.0%
Male Count 2 2
% within sex 100.0% 100.0%
% within
q2ifystx50.0% 50.0%
% of Total 50.0% 50.0%
Total Count 4 4
% within sex 100.0% 100.0%
% within
q2ifystx100.0% 100.0%
% of Total 100.0% 100.0%
131Alliance Business School
Industry Internship Program 2010
Godrej Colour Soft
q2ifygcs
Total1
sex Female Count 1 1
% within sex 100.0% 100.0%
% within
q2ifygcs33.3% 33.3%
% of Total 33.3% 33.3%
Male Count 2 2
% within sex 100.0% 100.0%
% within
q2ifygcs66.7% 66.7%
% of Total 66.7% 66.7%
Total Count 3 3
% within sex 100.0% 100.0%
% within
q2ifygcs100.0% 100.0%
% of Total 100.0% 100.0%
132Alliance Business School
Industry Internship Program 2010
Godrej Renew
q2ifygr
Total1
sex Male Count 2 2
% within sex 100.0% 100.0%
% within
q2ifygr100.0% 100.0%
% of Total 100.0% 100.0%
Total Count 2 2
% within sex 100.0% 100.0%
% within
q2ifygr100.0% 100.0%
% of Total 100.0% 100.0%
133Alliance Business School
Industry Internship Program 2010
Relation between the location of the salons and the percentage of business got from hair
colour.
134Alliance Business School
Industry Internship Program 2010
135Alliance Business School
Industry Internship Program 2010
Relation between the area and the percentage of people who colour their hair.
Relation between the location of the salon and the brand they prefer
136Alliance Business School
Industry Internship Program 2010
137Alliance Business School
Industry Internship Program 2010
138Alliance Business School
Industry Internship Program 2010
139Alliance Business School
Industry Internship Program 2010
AlternatePreference
140Alliance Business School
Industry Internship Program 2010
141Alliance Business School
Industry Internship Program 2010
Relation between the age and the colour shade they prefer
q11age1
Total1
q6shade Basic Colours Count 3 3
% within
q6shade100.0% 100.0%
% within
q11age175.0% 75.0%
% of Total 75.0% 75.0%
Fashion
Colours
Count 1 1
% within
q6shade100.0% 100.0%
% within
q11age125.0% 25.0%
% of Total 25.0% 25.0%
Total Count 4 4
% within
q6shade100.0% 100.0%
% within
q11age1100.0% 100.0%
% of Total 100.0% 100.0%
142Alliance Business School
Industry Internship Program 2010
Age 25-34
q11age2
Total1
q6shade Basic
Colours
Count 11 11
% within
q6shade100.0% 100.0%
% within
q11age2100.0% 100.0%
% of Total 100.0% 100.0%
Total Count 11 11
% within
q6shade100.0% 100.0%
% within
q11age2100.0% 100.0%
% of Total 100.0% 100.0%
143Alliance Business School
Industry Internship Program 2010
Age 35-50
q11age3
Total1
q6shade Basic Colours Count 27 27
% within
q6shade100.0% 100.0%
% within
q11age390.0% 90.0%
% of Total 90.0% 90.0%
Fashion
Colours
Count 3 3
% within
q6shade100.0% 100.0%
% within
q11age310.0% 10.0%
% of Total 10.0% 10.0%
Total Count 30 30
% within
q6shade100.0% 100.0%
% within 100.0% 100.0%
144Alliance Business School
Industry Internship Program 2010
q11age3
% of Total 100.0% 100.0%
BIBLIOGRAPHY
145Alliance Business School
Industry Internship Program 2010
BIBLIOGRAPHY
http://www.godrej.com/godrej/GodrejConsumerProducts/aboutGcpl.aspx?id=5&menuid=180
http://www.iloveindia.com/economy-of-india/top-50-companies/godrej.html
146Alliance Business School
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