mr on nyle @ kims
TRANSCRIPT
Marketing Research Nyle Shampoo
Executive Summary
The word Shampoo is derived from the Hindi word “Champi”.
The British loved the massage so much, they started calling Champi as Shampoo
Our product is Nyle shampoo which we have chosen to deal in Market Research to
know about the factors which made selling rate of nyle Shampoo decrease compared to
previous year. An Indian need more shampoo for a proper wash (average 6 ml) compared
to 4 ml needed in Western countries as most Indian women have long hair. Most
consumers do not use shampoo daily. Southern market is predominantly a sachet market,
accounting for 70 % of sachet volumes
Cavinkare as a company offers Nyle Shampoo in 1993. This is youthful company
fired by ideas, dynamism and professionalism first entered the hair care arena in 1990.
The success story began with Chik shampoo. In this short span of time, Cavinkare has not
merely taken on the mighty MNC challenge but notched up a stupendous 46%
compounded annual growth along the way.
CavinKare closed the sales turnover with 700 crore last financial year With more
and more products on the anvil and plans of extend lines of operation in related fields,
Cavinkare is all set to reach 5200 crore by the year 2012.
The main purpose of the study is to identify the awareness level of Nyle hair
shampoo and customer’s perception about hair shampoo in Dharwad City which will
help the company to make the unique marketing strategy. The study will help the
company to make strategies and products and emphasize on their weaker areas. And also
The Brand Image of various companies will be known which will helps the company to
find out where their competitor stands in the minds of the people.
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Marketing Research Nyle Shampoo
Here through Marketing Research we are trying to establish relationship between
various factors affecting the market penetration of our product and we are trying to show
this report to minimize those factors affecting and increase the penetration of Hair
shampoo.
The hair shampoo market is valued at Rs. 8 billions. Hair shampooing is a major
niche in the hair care segment. Unlike market abroad, India has a large quantity of
consumers whose hair care expenditure also includes hair shampoos. Awareness of
Shampoo in Urban areas - 90 %, accounting for 80 % of shampoo sold in the country.
And in Rural areas - 80 %, accounting for 20 % of shampoo sold in the country . The
growth rate of hair shampoos in rural India is faster than the growth rate in urban India.
About 50% of consumers use ordinary shampoo et soaps to wash their hair. About 15 %
of consumers use shampoo et soaps as well as shampoo for cleaning their hair. Brand
loyalties in shampoo are not very strong.
Though our findings we came to know that most of the people were aware of Nyle
hair shampoo (62%) but most of them were not using it due to various reasons. After
analyzing the data collected and subjecting it to SPSS we found out the various factors
behind the non usage of the product.
After thorough analysis of various findings we have come out with a set of
recommendations to be implemented which we believe if implemented will see that the
penetration of product in the market.
We collected information through primary data from printed questionnaires among
100 customer samples and among 25 retailer samples. Secondary data from internet. And
also conducted Focus Group Discussion.
About Company:
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Marketing Research Nyle Shampoo
In 1983 with a single product, CavinKare started out as a small partnership firm. The
Company that began its journey as Chik India Ltd was renamed as CavinKare Pvt. Ltd
(CKPL) in 1998. CavinKare was founded by Ranganathan in 1983, with a modest capital
investment of Rs 15,000 and with a single product. The company targeted the local
market and within a few years emerged as a leading regional player in the shampoo
market in South India.
Through the 1990s, the company came up with many brand extensions such as
Meera Shampoo, Nyle Wonder, Nyle moisturizing lotion, Nyle cold cream, Chik
tshampoo et soap, Chik Kali Mehendi, Chik talc, Spinz talc, Spinz deodorant, and Meera
soap. Between 1991 and 1998, CavinKare launched five product brands - Meera Herbal
Wash Powder (1992), Nyle Shampoo (1993), Spinz Perfume (1997), Fairever Fairness
Cream (1998) and Indica Hair Dye (1998). The size of the shampoo market expanded
two-and-a-half times over the period 1994-1998. Cavinkare and P & G.The current size
of the shampoo market, according to ORG-MARG, is Rs 930 crore -- equivalent to
40,000 tonnes in volume terms. The Company has employee strength of over 1000, and
about 25 lakh outlets nationally. CavinKare's astute professionalism, innovative products
and consistent quality are results of its significant corporate practice.
Company vision:
“We shall achieve growth by continuously offering unique products and services that
would give customers utmost satisfaction and thereby be a role model ”.
Over the years, Cavinkare has achieved a competitive edge with sound
understanding of mass marketing dynamics. The company offers quality Personal
care(hair care, skin care, home care) and Food products borne out of a keen
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Marketing Research Nyle Shampoo
understanding of consumer needs and keeping up company’s the value of innovation and
customer satisfaction. 80% of the shampoo market comes from sachets, while for
CavinKare it is a little higher, at 83-85%. The shampoo category saw strong volume
growth of 33% in 2009 over previous year.
Nyle Shampoo shows growth-slump-maturity pattern as slowdown in the sale
growth and profit is declined because of increased competition.
CavinKare strongly believes in recruitment that Right Talent at the Right Place
and at the Right Time is the Key to Success in achieving its business results.
About Industry:
Cavinkare offers nyle shampoo. Nyle has three varieties of shampoo:
Moisturizing shampoo with aloevera, tulsi & green
tea
Nourishing shampoo with shikakai & apricot
Daily cleansing shampoo with reetha,chamomile &
lemongrass
These ingredients nourished hair from within to make it extremely soft and shiny.
Nyle has always been a pioneer in the herbal shampoo category. And now, for the first
time in India, nyle has come up with a transparent range of shampoos. The eclectic mix
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Marketing Research Nyle Shampoo
of exotic and traditional ingredients is working wonders for the brand. Apart from being
among the safest shampoos to use, Nyle offers nourishment to the hair right from the
roots.
Its unique herbal formulation makes it mild enough for daily usage. Nyle offers a
range of shampoos with pure herbal extracts such as shikakai, amla and reetha. Shikakai
is known for cleaning and anti-dandruff properties, amla is known for blackening hair
and reetha, a gentle cleanser, makes the hair soft and shiny.
Market size of shampoo is 930crs of which 5.5 lakhs is of Nyle shampoo. Cavinkare has
32% , HUL has 50% market share, and P&G has 15% market share. Cavinkare is having
4.8% of market share in nyle shampoo at present.
HUL, P&G, Keratin and Cavinkare are competitors in shampoo market among both
Indian and Global competitors. HUL is the dominator in the shampoo market field.
In case of Nyle Shampoo, Cavinkare company mainly focusing on the North and
West India on the basis of marketing strategy so declining in selling rate of Nyle
Shampoo in South India and other parts of country.
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Marketing Research Nyle Shampoo
Market Problem situation:
Advertisements are not effective, innovative and periodic.
Unskilled sale representatives due to the lack of training.
Distribution channels are less effective.
Less stock moment in retailer shop as fewer sales by customers.
Stiff Competition among clinic plus, dove, head & shoulder, sun silk, chik.
Lack of innovation in the product.
Problem Statement:
To identify the reasons for decreasing sales of Nyle Shampoo since 3years in Dharwad
region.
The total Population of Dharwad is 4,40,000 and the ratio being 1000:933 so the women
population to be 44% approx with the target group from the age of 5 onwards
• Targeted segment-Female
• Targeted age group=25-60=44%
• No of targeted population=440000*44/100=193600
• Average consumption=40 ml/month per person
• Annual consumption=480ml per person
• Monthly consumption=17600 liters
Focus group discussion:
Respondents: Total 11 members
Gender: among these respondents there are two Male, and nine Female
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Marketing Research Nyle Shampoo
Age:
20-25 years- 10 members
Above 30 years-1 member
Class: Among the 11 respondents from different background of qualification
Objective of FGD:
To understand the opinion about a Hair shampoo
To get first hand view about Nyle shampoo product in general
To assess the level of knowledge of current and potential customers of Nyle shampoo
To better understand of consumer buying behavior
Questions to the respondents:
Discussion had started with the questions like awareness of the exclusive branded hair shampoo, which hair shampoo they use, their preferences, likes, dislikes, about advertising, packing, promotional activities, satisfaction from their product and many more.
Findings From FGD:
Most of them were aware of exclusive brands of hair shampoos which are available in the market.
Most of the respondents are using the Clinic Plus , and some use other branded hair shampoo.
Some are not satisfied with current brand and they were looking for new hair shampoo with new features
Some were loyal to single brand and they don’t want to change the brand
Some were using hair shampoo to prevent dandruff, for long and healthier hairs
Most of them prefer hair shampoo with good fragrance and should have concentrated shampoo
They wanted shampoo which prevent the hair fall
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Marketing Research Nyle Shampoo
Some wanted herbal shampoos which should be chemical free
Respondents had perception that herbal shampoo meant for ladies especially who are having long hair
Suggestion :
To increase Concentration in shampoo
Advertisement should be shown in proper way
Popular brand ambassador should be used for advertisement
More Quantity in sachets should be give
Extra offers should be provided
Separate herbal shampoo for men
Sale promotions should be given
When the FGD started people said that they use hair shampoo for varied reasons like
To nourish the hair
To remove shampooiness in hair
To control dandruff
Healthy growth of hair
To control hair fall
To get shininess and silky hair
Respondents awareness about Shampoo :People started talking about brands of hair shampoo where in people did say that they are familiar with Clinic Plus, Chik, Head & Shoulder and also with couple of other brands and 3 of the younger participants said that they are unaware of NYLE Shampoo, its promotional activities and also they asked us to show sample of Nyle shampoo. Further to aid on the FGD and our Research Process which led us to better understanding of the situation they expressed all the attributes that they were checking in a hair shampoo.
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Marketing Research Nyle Shampoo
SUB-PROBLEMS RESEARCH OBJECTIVES
HYPOTHESIS Q.No.
Improvement in the distribution channel
To check availability of bottles in most of the retail shops
H H0: Nyle Herbal Shampoo bottles are not available in 6 out of 8 retail shopsH1: Bottles are available in all retail shop.
RrrrrR.Q.No.2, C.Q.No.11
To improve Interpersonal relationship between dealers and new retailers
H0: No Proper approach by dealers to new retailersH1: Proper approach by dealers to new retailers
R.Q.No. 3
To check whether retailers are getting proper offer from dealers (shampoo bottles)
H0: No promotional offers for retailers from companyH1: Promotional offers for retailers from company
R.Q.No.4
Is marketing Intelligence System producing proper information about shampoo?
Proper follow ups & Supply by the company’s sales representatives to Retailers
H0: Company does not maintain regular supply to the retailersH1: Company maintains regular supply to the retailers
R.Q.No4,5
To know time for movement of stock from the distributors to retail
H0: The supply of bottles by distributors to retailers is in time(2-3days)H1: the supply of bottles by distributors to retailers is not on time
Is training required for sale representatives?
Proper executive training for sale representatives
H0: Sale representatives are not approaching outside vendors and distributorsH1: Sale representatives are approaching outside vendors and distributors
R.Q.No.6, 7 & 8
To check whether sale representative have good relationship with customers
H0:Sale representatives are unable to build a good relationship with customersH1: Sale representative are having good
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Marketing Research Nyle Shampoo
relationship with customers
What is the impact of promotional activities on Nyle Herbal Shampoo sales?
Improvement in the promotional activities to influence consumers
H0: customers are not influenced by promotional activities.
H1: customers are influenced by promotional activities.
C.Q.No.7 & 8
To know whether discounts are offered by the retailers to customers
H0: Customers are influenced by price discountsH0: Customers are not influenced by price discounts
C.Q.No.9 & 10
.To know whether retailers are influenced by margin by distributors
H0: The margins given to the retailers are more than the competitorsH1: The margins given to the retailers are not more than the competitors
C.Q.No. 7
Has the positioning of NYLE affected sales?
Impact of positioning in the customer mind
H0: Appropriate information regarding the ingredients is given H1: No appropriate information regarding the ingredients is given.
C.Q.No. 12 & 13
The package of bottles should be changed
H0: Consumers agree that Packaging is eye tracking
.H1: Consumers not
agree that packaging is eye tracking.
To check whether the price of product is worth to products quality and quantity
H0:The quantity and quality available in Nyle Herbal Shampoo bottles is worth to its priceH1:The quantity and quality available in Nyle Herbal Shampoo bottles is not worth to its price
Whether popular brand ambassador plays major role in
To observe customers buying behavior
H0: Consumer follow the brand ambassador
C.Q.No.1,2,3, & 4
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Marketing Research Nyle Shampoo
sales of nyle shampoo?
H1: Consumer will not follow the brand ambassador
Whether proper information about product available
H0:Product information attracts the consumer to buy the productH1: Product information will not attracts the consumer to buy the product
C.Q.No. 5 & 6
To know whether Ads are frequently telecasted
H0:Frequency of the ads are not maintained.H1:Frequency of the ads are maintained.
Whether ads will increase the market share of Nyle Herbal Shampoo bottles?
H0: Ads will increase salesH1: Ads will not increase sales
Effective, periodic and innovative mode of advertisements are most effective in reaching customer
H0: Hoardings and banners are most effectiveH1: Hoardings and banners are not effective.
To know the proper communication channels
H0: TV and internet ads are not effective and also not perfect information available.H1:TV ads are effective as well as perfect information available.
Is lack of innovation in the product made low selling rate?
Build the strong brand image which effect on the sales of Nyle Herbal Shampoo
H0: Customer feel Nyle shampoo is goodH1: Customer not feel Nyle shampoo is good
C.Q.No. 7 & 8
H0: Customer feel Nyle Herbal Shampoo is better compared to competitors.H1: Customer feel Nyle Shampoo is not better compared competitors.
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Marketing Research Nyle Shampoo
Data Analysis:
Sample size distribution:
Statistics
Gender
N Valid 97
Missing 0
Mean 1.70
Median 2.00
Mode 2
Std. Deviation .460
Variance .212
Mean is 1.7 and std. deviation is 0.460
GENDER ANALYSIS :
Gender
Frequency Percent Valid Percent
Cumulative
Percent
Valid male 29 29.9 29.9 29.9
female 68 70.1 70.1 100.0
Total 97 100.0 100.0
From the survey of 29.9% male and 70.1% female among 97 sample size
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Marketing Research Nyle Shampoo
FEMALE MALE0
1020304050607080
GENDER
GENDER
Age: From the below graph we can say that more than 50% of people aged between 25-40 use shampoo more.
Do you use exclusively branded hair shampoo?
Analysis: 75% of people among 97 sample use exclusively branded hair shampoo and remaining 25% of other people use shampoo soap for their shower bath. 1.25 is mean and .434 std. deviation and 75.3 % use exclusive branded shampoo and 24.7% not use the shampoo.
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Marketing Research Nyle Shampoo
Statistics
Brand Exclusive
N Valid 97
Missing 0
Mean 1.25
Median 1.00
Mode 1
Std. Deviation .434
Variance .188
Brand Exclusive
Frequency Percent Valid Percent
Cumulative
Percent
Valid YES 73 75.3 75.3 75.3
NO 24 24.7 24.7 100.0
Total 97 100.0 100.0
From the above figure we know that 75.3% use branded hair shampoo and 24.7% don’t.
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Marketing Research Nyle Shampoo
Which brand shampoo you prefer?
Do you prefer either sachet or family packages?
Stem-and-Leaf Plots
Shampoo Stem-and-Leaf Plot forPreference= sachet
Frequency Stem & Leaf
5.00 1 . 00000 13.00 2 . 0000000000000 19.00 3 . 0000000000000000000 7.00 4 . 0000000 10.00 5 . 0000000000 4.00 6 . 0000
Stem width: 1 Each leaf: 1 case(s)
shampoo Stem-and-Leaf Plot forpreference= family pack
Frequency Stem & Leaf
10.00 1 . 0000000000 5.00 2 . 00000 6.00 3 . 000000 9.00 4 . 000000000 6.00 5 . 000000 3.00 6 . 000 Stem width: 1 Each leaf: 1 case(s)
Sun Silk and Clinic Plus are selling more in sachets and Dove and Nyle shampoo are selling in family package.
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Marketing Research Nyle Shampoo
H0: The quantity and quality available in Nyle Herbal Shampoo bottles is worth to its priceH1: The quantity and quality available in Nyle Herbal Shampoo bottles is not worth to its price.So the sachet of Nyle shampoo is not much sufficient or worth to the price so H0 is proved
How did you come to know about your current brand?
CChannel * Brand Cross-tabulation
Brand Total
DoveClinic plus
Sun silk Nyle
H & S
Others dove
CChannel
Print add Count1 5 3 1 0 0 10
% of Total
1.0% 5.2% 3.1% 1.0% .0% .0% 10.3%
TV add Count 10 10 18 8 11 4 61 % of
Total10.3% 10.3% 18.6% 8.2%
11.3%
4.1% 62.9%
Hoardings
Count0 0 1 1 1 1 4
% of Total
.0% .0% 1.0% 1.0% 1.0% 1.0% 4.1%
Internet Count 0 2 1 0 1 1 5 % of
Total.0% 2.1% 1.0% .0% 1.0% 1.0% 5.2%
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Marketing Research Nyle Shampoo
Radio Count 1 0 0 1 0 0 2 % of
Total1.0% .0% .0% 1.0% .0% .0% 2.1%
F n F Count 3 1 2 5 3 1 15 % of
Total3.1% 1.0% 2.1% 5.2% 3.1% 1.0% 15.5%
Total Count 15 18 25 16 16 7 97 % of
Total15.5% 18.6% 25.8% 16.5%
16.5%
7.2%100.0
%
From the above cross tabulation, the Sunsilk is having higher value in TV ad compare to all so it indicates that the Sunsilk is effective. Nyle is not having such TV advertisement compare to others.
H0: TV and internet ads of Nyle shampoo are not effective and also perfect information is not available.
H1:TV ads are effective as well as perfect information available.
So H0 is proved.
Reasons for choosing present brand
Component Matrix(a)
Extraction Method: Principal Component Analysis.a 3 components extracted.
In the first component ad, family and friends and product attributes are inter related. In second component price discount is high and easily availability is interrelated. In third component gifts
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Component
1 2 3Easy
availability-.310
.643.376
Compliments/gift
-.724 .089.466
Price discount-.333
.693-.100
Sug by retailers -.443 .428 -.620
Advertisement .671 .360 -.272F n F .612 .438 .053
Prd attribute .641 .272 .462
Marketing Research Nyle Shampoo
and product attribute interrelated.
From the above table and component plot we found out the reasons for choosing a brand. Since attributes like family and friends, product attribute and advertisements play a major role in selecting a brand.
Correlation Matrix
Easy avail Compliments Price discount
Sug by retailers
Advertisement F n F
Prdct attri
Correlatio
n
Easy availability 1.000 .291 .260 .213 -.023 .003 .070
Compliments .291 1.000 .251 .076 -.448 -.265 -.270 Price discount .260 .251 1.000 .302 .024 .050 -.060 Sug by
retailers.213 .076 .302 1.000 -.082 -.096 -.280
Advertisement -.023 -.448 .024 -.082 1.000 .380 .296 F n F .003 -.265 .050 -.096 .380 1.000 .376 Prdt attribute .070 -.270 -.060 -.280 .296 .376 1.000
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Marketing Research Nyle Shampoo
Correlation analysis is the statistical tool we can use to describe the degree to which one variable is linearly related to another. Advertisement is having relation with the complement, family and friends each other. Product attribute also having direct relationship with the family and friends.
TEST OF RELIABLE OF DATA:
Please rate the following attributes of hair shampoo normally you looking for Hair shampoo.
Analysis:
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .596
Bartlett's Test of Sphericity
Approx. Chi-Square 100.843
Df 21Sig. .000
From the above chart the KMO test result indicates that the value is above .500 which indicates that the value obtained for further analysis is to a large extent is correct and reliable data analysis.
Extraction Method: Principal Component Analysis.
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Marketing Research Nyle Shampoo
The communalities show that the obtained high value for Fragrance. Price and Anti Hair
Fall have the high value after the fragrance for which the factors can be reduced to one at
the end giving a value that speaks a lot about the usage and and these are inter-related to
one another.
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Communalities
Initial Extraction
Fragrance 1.000 .776
Quality 1.000 .564
Price 1.000 .748
Color 1.000 .586
Thickness 1.000 .631
Antihair fall 1.000 .748
Hair Vitalizer 1.000 .673
Shining 1.000 .531
Quantity 1.000 .608
Package 1.000 .689
Marketing Research Nyle Shampoo
TABLE CLASSIFICATION:
Rotated Component Matrixa
Component
1 2 3 4
Fragrance .102 -.102 .044 .868
Quality .164 .006 .721 .132
Price -.184 .743 .138 .378
Colour -.148 .313 .642 .233
Thickness .063 .106 .743 -.254
Anti_hairfall .821 .254 -.059 .073
Hair_Vitalizer .816 .053 -.007 .068
Shining .640 -.128 .314 -.075
Quantity .129 .688 .215 -.266
Package .402 .684 -.004 -.244
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
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Marketing Research Nyle Shampoo
a. Rotation converged in 8 iterations.
From the factor analysis we can say that there are 6 important product attributes that consumers look in for branded hair shampoo, among them Fragrance, Thickness, Anti hair fall and Hair vitalizer are most important.
In the first component we come to know that antihairfall and package is important while in the second phase colour and quantity are important, while third component says only fragrance is important and finally the fourth says that price is important and so it can be dealt that in the first component all the 3 atributes can be formulated to one factor and so on the component can be analysed for further reduction.
Fragrance Observed N Expected N ResidualNo at all 1 19.4 -18.4Not imp 1 19.4 -18.4
Somewhat imp
9 19.4 -10.4
Imp 29 19.4 9.6Very imp 57 19.4 37.6
Total 97
From the above table we can say that Fragrance is very important for the customer while buying the shampoo
QualityObserved N Expected N Residual
Not at all 1 19.4 -18.4Not imp 1 19.4 -18.4
Somewhat imp 8 19.4 -11.4Imp 39 19.4 19.6
Very imp 48 19.4 28.6Total 97
Quality is also important for the customers by the time of buying any kind of hair shampoo
Price Observed N Expected N ResidualNot at all 2 19.4 -17.4Not imp 11 19.4 -8.4
Somewhat imp 33 19.4 13.6Imp 26 19.4 6.6
Very imp 25 19.4 5.6Total 97
Price is somewhat important to the customers
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Marketing Research Nyle Shampoo
Color Observed N Expected N ResidualNot at all 13 19.4 -6.4Not imp 23 19.4 3.6
Somewhat imp 32 19.4 12.6Imp 19 19.4 -.4
Very imp 10 19.4 -9.4Total 97
Color is somewhat important in the shampoo
Thickness Observed N Expected N ResidualNot at all 8 19.4 -11.4Not imp 10 19.4 -9.4
Somewhat imp 28 19.4 8.6Imp 32 19.4 12.6
the Very imp 19 19.4 -.4Total 97
Thickness is important for the attribute of hair shampoo
Shining Observed N Expected N ResidualNot at all 5 19.4 -14.4Not imp 5 19.4 -14.4
Somewhat imp 17 19.4 -2.4Imp 25 19.4 5.6
Very imp 45 19.4 25.6Total 97
Shining of the shampoo is not at all important for consumers
Quantity Observed N Expected N ResidualNot at all 2 19.4 -17.4Not imp 9 19.4 -10.4
Somewhat imp 37 19.4 17.6Imp 23 19.4 3.6
Very imp 26 19.4 6.6Total 97
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Marketing Research Nyle Shampoo
Quantity is somewhat important for the customers while buying the hair shampoo
Package Observed N Expected N ResidualNot at all 21 19.4 1.6Not imp 11 19.4 -8.4
Somewhat imp 34 19.4 14.6Imp 13 19.4 -6.4
Very imp 18 19.4 -1.4Total 97
Package of the shampoo product is influence on the customers in somewhat extent.
H0: Appropriate information regarding the ingredients is given
H1: No appropriate information regarding the ingredients is given.
Since quality is the very important either chemical or herbal ingredients shampoo. H0 is proved here.
Rate the following brands based on the attributes that you look for
Analysis:Fragrance * brand CrosstabulationCount
Brand Total
dove
clinic
sunsilk nyle HnS
Others dove
Fragrance Fair 0 0 2 0 1 1 4 good 2 3 3 4 3 1 16 Very
good4 3 9 4 9 2 31
Exc 9 12 11 8 3 3 46Total 15 18 25 16 16 7 97
Quality * brand CrosstabulationCount
Brand Total
DoveClinic
Sun silk
nyle
H n S
Others dove
Quality poor 0 0 1 0 1 1 3 Fair 1 1 2 1 1 3 9 good 1 1 8 6 4 1 21 Very
good3 11 9 5 5 0 33
Exc 10 5 5 4 5 2 31Total 15 18 25 16 16 7 97
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Marketing Research Nyle Shampoo
Price * brand CrosstabulationCount
Brand Total
Dove clinicSun silk nyle HnS
Others Dove
Price poor 2 0 1 0 1 1 5 Fair 2 3 4 7 4 1 21 good 5 7 8 4 8 2 34 Veryg
ood5 2 7 1 3 2 20
Exc 1 6 5 4 0 1 17Total 15 18 25 16 16 7 97
Thickness * brand CrosstabulationCount
Brand Total
Dov
e clinicsunsil
k nyle HnS others doveThickn
esspoor
2 1 0 0 1 1 5
Fair 1 1 8 5 3 1 19 good 5 4 9 5 4 3 30 Verygood 5 5 3 3 7 1 24 Exc 2 7 5 3 1 1 19
Total 15 18 25 16 16 7 97
Antihairfall * brand CrosstabulationCount
Brand Total
dove clinicsunsil
k nyle HnSothe
rs doveAntihair
fallpoor
1 2 2 1 4 1 11
Fair 0 1 4 2 0 1 8 good 2 6 6 3 4 2 23 Very
good5 6 6 5 5 2 29
Excellent
7 3 7 5 3 1 26
Total 15 18 25 16 16 7 97
Hairvitalizer * brand CrosstabulationCount
Brand Total
Dov
eclini
csunsilk
nyle
HnS
others Dove
Airvitalizer
poor1 0 1 1 2 1 6
26
Marketing Research Nyle Shampoo
Fair 2 5 7 4 2 0 20 good 3 9 9 6 6 3 36 Very
good6 1 4 1 3 2 17
Exc 3 3 4 4 3 1 18Total 15 18 25 16 16 7 97
Shining * brand CrosstabulationCount
Brand Total
dove clinicsunsi
lk Nyle HnS others doveShining poor 0 1 1 0 0 0 2
Fair 2 2 8 7 2 2 23 good 3 1 5 3 7 2 21 Veryg
ood5 7 6 3 4 2 27
Exc 5 7 5 3 3 1 24Total 15 18 25 16 16 7 97
Quantity * brand CrosstabulationCount
Brand Total
dove
clinic
sunsilk nyle
HnS
Others dove
Quantity poor 3 0 4 1 0 2 10 Fair 2 0 3 2 2 3 12 good 5 7 8 5 6 2 33 Very
good2 4 4 6 5 0 21
Exc 3 7 6 2 3 0 21Total 15 18 25 16 16 7 97
Package * brand CrosstabulationCount
Brand Total
dove clinicsunsi
lk nyle HnSother
s dovePackage poor 0 1 1 1 0 3 6
Fair 2 2 6 2 0 1 13
27
Marketing Research Nyle Shampoo
good 1 2 5 5 4 1 18 Very
good6 4 9 5 8 2 34
Exc 6 9 4 3 4 0 26Total 15 18 25 16 16 7 97
H0: Customer feel Nyle Herbal Shampoo is not better brand compared to competitors.
H1: Customer feel Nyle Shampoo is better compared competitors.Hence H0 is proved.
Rate the following Qualities that you expect from your hair shampoo Distributor/Wholesaler
ANALYSIS:
Communalities
Initial Extraction
Brand_image 1.000 .869
Regular_Supply 1.000 .542
Sales_Margin 1.000 .560
Follow_Up 1.000 .841
Proper_Approach 1.000 .820
Credit_Facility 1.000 .481
Gifts_Offers 1.000 .684
Extraction Method: Principal Component Analysis.
The communalities show that the obtained value for Brand Image, Follow up, Proper Approach has high value for which the factors can be reduced to one at the end giving a value that speaks lot.
Rotated Component Matrixa
Component
1 2 3
Brand image .232 -.847 .312
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Marketing Research Nyle Shampoo
Regular Supply .192 .200 .681
Sales Margin .299 .649 .221
Follow-Up .771 .267 -.419
Proper Approach .895 .029 .135
Credit Facility .388 .567 .098
Gifts Offers .235 .160 -.776
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 6 iterations.
From both the communalities and rotated matrix we get to know that in both the categories Follow up and Proper approach is so very important and so it can be reduced to one factor.
H0: Proper approach by dealers to new retailers
H1: No proper approach by dealers to new retailers
So, H0 is proved
T-Test
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Nylesubstitute 23 1.74 .449 .094
One-Sample Test
Test Value = 0
t df Sig. (2-tailed) Mean Difference
95% Confidence Interval of the
Difference
Lower Upper
Nylesubstitute 18.577 22 .000 1.739 1.54 1.93
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Marketing Research Nyle Shampoo
From the above graph we state that 83% of the retailers issue substitutes brands to their consumers.
FINDING AND CONCLUSION:
Our research includes 100 consumers and 25 retailers. In this 3 are rejected
in 100 customers sample and 2 are rejected in 25 retailer sample due to lack
of information and improper information
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Marketing Research Nyle Shampoo
We did survey among 97 respondents 79 were female and 28 were male
Age group of respondents – 8 respondents are between age 16 – 24, 70
respondents are between age 25 – 40 and 6 respondents are age above 40,
remaining are below the 16 years.
Most of the respondents mentioned that they are aware of Nyle Shampoo
(around 75% of respondents).
All the respondents are not use hair shampoo. Some of them use tshampooet
soap for their hair.
We also find out that 12 people use Nyle hair herbal shampoo where as
remaining people don’t use it.
We find out that most of the people knew and using different brand shampoo
Customer find TV adds as the most appealing way of promotional activity.
Most of them use Exclusive branded hair shampoo.
TV adds and recommendations from family & friends are the main source of
promotion of products.
Majority of the retailer substitute brands(83 % of the retailers substitute
brands).
Almost all the retailers had stock of all branded hair shampoos.
RECOMMENDATION:
Suggest the company to concentrate on all the different segment of people
Target should be specific and customize the product
Recruiting the sales representative and provide proper training
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Marketing Research Nyle Shampoo
Concentrate on villages and sub-urban areas
The Cavinkare company should have knowledge about competitative
marketing strategy
It should choose poplar ambassador
Advertisement should be innovative, frequent and systematic way
Colorful sachets should be present
Offers should be provided by the company to retailers as well as customers
Motivate the retailers to push out more products to customer by guiding
them
Concentration of shampoo should increase
Quantity of Nyle shampoo in sachet is less when compare to other brands so
it has to be increase
Most of the ads for shampoo focuses on women so nyle should see that it
can influence both men and women as well.
Company should focus on protecting from hair fall and prevention against
dandruff
Credit facility should be provided
Sales margin must be increased to retailers and distributors
Should increase promotional activities by putting more hoardings
Concentration on R&D for innovation by the company and separate budget
reservations
In spite of people mentioning that they are aware of Nyle shampoo, we came
to know from our sample that only 25% of respondents use it, So we
recommend to increase the promotional activities more locally in form of
hoardings, banners and pamphlets through local newspapers.
16 out of 100 respondents said that they are not aware of the Nyle Herbal
Hair shampoo, so in this case we recommend to display in form of window
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Marketing Research Nyle Shampoo
display and also we recommend retailers to have proper approach and follow
up with retailers to have hair shampoo in their shop.
We found that most of the people had fair amount of idea of other hair
shampoos in the market, but no idea about Nyle and so we recommend to
increase the telecast TV ads.
From the attributes, research and analysis we found that Anti hair fall, hair
vitalizer, price, Thickness and Fragrance are the important attributes
customer generally expect, so in the above case we recommend to work
more on this aspects and work accordingly on the promotional activities
which in turn will help in increasing the penetration of Dharwad market.
Compliments & Gifts are the main influencing factors for the purchase of
hair shampoo, so we recommend to provide more compliments & gifts on
purchase.
Wholesalers and dealers bonding with retailers in terms of Proper approach
and follow up with them will help in maintaining the stock at retailers shop.
ANNEXURE:
Research Process:
• The Research Process is an interrelated sequence of steps that make up a research project
The steps are:
– Justify the need for marketing research
– Define the research objective
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Marketing Research Nyle Shampoo
– Identify data needs
– Identify data sources
– Choose appropriate research design and data collection method
– Design the research instrument or form
– Identify the sample
– Collect data, including any relevant secondary data
– Analyze and interpret the data
– Present the research findings to decision makers
Choosing the Appropriate Research Design
• Research Proposal:
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Marketing Research Nyle Shampoo
– Serves as a blueprint for the execution of the product
• Explains:
– Purpose and scope of the project
– The specific design of the project
– Sample design
– Data collection procedures
– The data analysis plan
– The project timetable
– The estimated cost of the project
Questions That Need to Be Answered by the Marketing Researcher Team:
• Why am I conducting this research ?
• How will I tell if my project has been a success ?
• What method will be used ?
• What questions will be asked ?
• Who will be interviewed ?
• How will you get contact information for potential respondents?
• When and where data will be collected ?
• Which pieces will be done internally and which will be done externally ?
• What statistical analysis will be performed ?
• How will the results be communicated in the organization?
Design the Research Instrument or Form:
• Relevant when you are using primary data
• Interviews
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Marketing Research Nyle Shampoo
• Observation
• The type of form used can seriously effect the nature and/or the quality of the data.
Collecting the Data: Before Data Analysis there are two processes:
– Editing - ensuring that the data is complete and correctly filled out
– Coding - transforming into a suitable form for analysis
Primary Data Sources:
1. Collected fresh and for the first time during the project work.
-Measurement Techniques:
2. Questionnaire3. Measurement Scales
Secondary Data Sources:
It is classified into Internal Secondary Data and External Secondary Data.
Internal Secondary Data: Product profile, information relating to services, and promotional activities, sales of company
External Secondary Data: News papers, Business Magazines, Web sites are some important sources of information, which are used in this project work.
RESEARCH DESIGN
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Marketing Research Nyle Shampoo
It is a framework or blue print for conducting the Marketing Research Activity. It specifies the details of its procedures necessary for obtaining the information needed to structure and or solve marketing research problem.
Components of Research Design
1. Designing the exploratory research.2. Defining the information needed.3. Specifying the measurement and scaling procedure.4. Construct and pretest a questionnaire.5. Specifying the sampling process and sampling size.
Measurement and Scaling procedure
Of the four primary scales of measurement
1. Nominal2. Ordinal3. Interval4. Ratio
I have taken the “Ordinal Scale” in which the numbers are assigned to objects to indicate the relative extent to which the objects possess some characteristics.
SAMPLING DESIGN PROCESS
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Marketing Research Nyle Shampoo
BIBLIOGRAPHY
Text book: “Marketing research” by DAVID
A.AAKER, V.KUMAR, GEORGE S.DAY, 9TH EDITION, PUBLISHED BY JOHN WILEY AND SONS INC.
Websites: WWW.CAVINKARE.COM
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DEFINE TARGET POPULATION
DETERMINING SAMPLING FRAME
SELECT SAMPLING
TECHNIQUES
DETERMINE SAMPLE SIZE
ACTUAL IMPLEMENTATION