COMPANY PROFILE

SVAP Private Group Ltd. is one of the biggest and renowned private sector companies known all over the world for its grooming products for men and women. Its main head office is located in London, UK. It came into existence in the year 2006 with a motive to produce and innovate new products in the grooming market and add glow and grace to their face. Since then, the company has been providing quality products to the consumers. Within two years, it grabbed a market share of 40% in the grooming industry and currently has a market share of 65% in the industry. Its well-known product, Gloria used as face wash and advanced whitening cream alone has a market share of 50% in the grooming industry. The main focus of our company is to provide best and quality services to the consumers.

After having a consistent success in the facial products industry, it now wants to diversify its product range by entering in the hair grooming industry by launching its new hair gel. It wants to create such hair gel that will not only give the consumers a stylish look but also help them in protecting their hair. India is a fast growing market where there is so much scope for this product line. Hair styling is becoming a growing trend among the people in India. Now, each person wants to look good and what better than styling his hair. So, the company has decided to launch a hair gel product in India to give the consumers what they always wanted and are still craving for.

OUR BRANDS

SAVP is the market leader in gel company in America With its wide range of invaluable brands, it has a leadership position in every segment of the market. It's highly popular portfolio of brands includes smart gel, Kings Gel, Classic gel Ad-Gel. SAVP's pursuit of international competitiveness is reflected in its initiatives in the overseas markets. In the extremely competitive india market, ITC offers high-quality, value-priced gel and Roll-your-own solutions. In south us, SAVP has become a key player in the consumer markets through growing volumes of its brands. savp's gel are produced in its state-of-the-art factories at Saharanpur and Kolkata. These factories are known for their high levels of quality, contemporary technology and work environment.

This company is production many brands as followings .

QUESTIONNAIRE

We are management students and we have to do a research on HAIR GEL. This Questionnaire is just for project research purpose. Kindly provide fair information which would further help us for our project.

Name :-

Sex :- Male Female

Age : -

Occupation:-

City :-

[1] Do you use hair gel?

Yes No

[2] Which brand you use?

Set Wet Brylcreem NOVA Any other

[3] Your hair is: Dry Oily frizzy 

[4] On which basis you choose brand?

Effectivity Cost Availability Brand name

[5] Are you health conscious about your hair?

Yes No

[6] Would you like to try our new natural hair gel?

Yes No

[7] What would be the preferable cost for it according to you ?

100 125 150 200

[8] Any suggestions for the new hair gel:-

Thank you !!!

We conducted survey of 40 peoples from each above 5 cities out of 200 we distributed as under:-

40 people from THANE40 people from DOMBIVLI40 people from KALYAN40 people from ULHASNAGER40 people from AMBERNATH

RESEARCH

“Research never gives solution but gives suggestion”.

Product research covers all aspects related to the product. It is feasible to produce products according to the requirement of the consumers. Product research covers the following aspects:-

Reviewing product line, product quality, product features, product design etc. Study actual and new uses of product Testing new products Study of competitors products Study of packaging Study of product modification and product innovation

Now, we are going to analyze the questionnaire with the help of a survey that we conducted in five cities. This survey was conducted among the age group of 15-30.

[1] Do you use hair gel?

From the survey we conducted, we can know the average use of hair gel used by the people and how many people use a hair gel.

[2] On which basis you choose brand?

Mostly people choose on the grounds of how effective the gel is and secondly on its brand

image. The innovative style and brand name creates image in the mind of customers. So, they

prefer purchasing on its brand image. Whereas, people want an effective gel that will them a

hairstyle they want and keep the look for hours. The above survey will confirm this result.

[4] Are you health conscious about your hair?

We had an assumption that every person who lives in the society is health conscious about their

hair. And we got the assumption right because most people we surveyed were hair conscious and

cared for their hair. Though, we came across some individuals who were just focused on styling

their hair without caring for their hair.

[5] Which brand you use?

From the survey we conducted, we came to know that SETWET is the most popular brand

among the people in India. Though Brylcreem is an old and established player in the Industry,

Currently Setwet is giving stiff competition through it’s creative market strategy. The other

product like Nova and Gatsby are not that popular as compared to these two products.

But our Product is capable of attracting customers because it is different from the other products

and there is an essence of newness in our product. And we believe that our product will be

successful in the market.

[7] What would be the preferable cost for it according to you ?

From survey we know that peoples are ready to pay precisely because they don’t think about

price but they need such type of Hair Gel which provides them with Stylish hair looks and

protects them from hair damage.

COMPETITORS:

The Men’s grooming industry is becoming the fast growing industry in India. Specially, in the

Hair Grooming Industry there are many established players like Brylcreem, Set-Wet, Gatsby and

few others also. Brylcreem, a Godrej Product has the most market Share in the Hair Gel industry

and the latest entrant, Set-Wet is in Cut throat competition with it. Also there are some

international products like Gatsby who are having some market share in the industry. But we are

Confident that our new product, Ice- Gel will give a stiff competition and establish itself in the

coming period. Because our product is Unique not only in terms of quality but also in terms of

Hair Care Consciousness

Our Competitors are

SET WET BRYLCREEM

MARKETING MIX

Products

Ice- Gel is premium edible Gel, a market leader in its category. It is Platform of purity. Parachute thus enjoys tremendous equity, trust with every passing generation & loyalty in the urban as well as rural sectors of India. Innovations in the packaging whether from the aspect of user-friendliness or aesthetics have and continue to help Ice -Gel grow.

Ad-Gel: Ad-Gel contains essential Ingredents to give it a rich and deep fragrance. It is for the all-aware young Indian Man who is demanding, is aware of the benefits of using hair Gel and the role it plays in maintaining her healthy and well nourished hair. It is lighter than other Gel & with regular use of Ad-Gel, hair strength is known to increase by up to 16%. It gives extra care during winter & does not freeze in wintes.

Ice-Cool Gel – Ice-Cool Gel is a hair Gel that gives nourishment, has a lingering fragrance & is delivered through a completely non-sticky format. This makes Ice- Cool Gel great post-wash Gel. This Gel can be used by every Generation. It keeps Hair Cool and avoids Drandraffs.

Ice-Gel Before Wash – Ice-Gel Before Wash styling gels offer this new age consumer a range of male grooming products.

Ice –Gel Therapie – A Therapie to reduce hairfall in 30 days

Ice-Gel Advanced Starz – Ice-Gel Advansed Starz is a range of hair care products specially created between 5-12 years.

Product is having different features from other products which is already existing in the market it helps to make our product more efficient or attractive towards other products. Our product is have totally different because we don’t have harmful ingredents in our product.

Price -

Ice –Gel 100gm – Rs. 100, 20gm – Rs. 10, , Ice-Cool Gel: 100gm – Rs. 125, 170gm – Rs. 185, Ice-Gel Therapie: Rs.195, Ice-Gel Advanced Starz 100gm-80 –, Ice-Gel Before Wash 100g – Rs. 130. The price of product is mainly affordable to each & every person who Gel, having habit of Geling. From research we come to know what should be a price of product and after that we come to know that we have decided the price of product is Rs 75 per each

Place –

Place is an Important factor for our product that our target is all Youngsters using Hair Gel from all metro city to rural area but we initially targeted four cities. For making the sales and research in this and after success in this area our target is the global market.

PROMOTION

Promotion is the important step in marketing. The Advertising objective were as follows:

• To increase the usage.

• Conditioning benefits.

• Makes the hair appear clean and shiny.

• Imparts a feeling of freshness-due to fragrance.

• Easy to manage, silky, soft hair.

It advertises through

Media platforms used

Print media

internet rural campaign

environment concern ads

Music videos

Free sample distribution

Magazines

SWOT ANALYSIS

SWOT analysis as the name suggest is a method that analysis the strength, weakness, opportunities and threats of an individual or a firm. We have done the analysis on our new launched products (i.e. i-gel). From that following results can be found.

STRENGTH

Market• various range of products like i-gel, i-hair color, I-cool gel etc•Large Domestic Market•Strong presence in Domestic Market with diversified customer base.•Adequate Marketing Network.•Steady increase in market demand provided impetus to the demand.•Diversified customer base.

Input Availability•Ample availability of raw material and consumables•Easy availability of Packaging Materials Technology•Availability of low cost manufacturing facilities

H R D•Most of the jobs are learnt by workers while doing it.•Manpower is easily available but revises to be trained by units.•Young and Educated next generation.

Business Environment•Long Standing Relationship with Customers, ensures stable businessEnvironment.

WEAKNESS

Market

•Lack of bench marking and brand building practices / concept.•Limited product range of cluster products

input Availability

•High cost of raw materials marginalized the profit margins..•High cost of transportation & improper logistics management resultinghigh freight cost.•Insufficient access to technology

. Business Environment

•Increased market competition•Changing Business Environment

OPPORTUNITY

Market•Raw material, Man Power and Consumables are available in amplequantity.

Input Availability•Reduction in Custom Duty on raw material provides easy availability ofraw material at competitive prices.•Competition is going to make available the latest Plant & Machinery, etc.cheaper.

Technology•Large scope for adopting advanced technology.•Prospects for establishing for Testing Centre & R&D Lab.

Business Environment•Changing Business Environment can provide ample opportunity forcompetitive and enterprising firms.•Units can grow if large companies are formed by joint ventures. Like GARNIER, GODREJ etc.

THREAT

Market•Inter and Intra Cut throat competition among companies like setwet, garnier &godrej•Low Volume of operations by cluster firms leads to higher cost production.•Import is going to increase in coming years.

Input Availability

•Shortage of Working Capital.•Low Capital base and small size of operations render the firm vulnerableto external shocks.•Increase in Raw Material prices.

Technology•Insufficient access of Technology and Credit.•Technology can impose major threat unless it is changed/modernized.•Slow pace of Technology Development.•Techno logy in IT, Telecommunication, etc. undergoing changes at rapidpace.

H.R. Practices

•Lack of diverse Work Force.•No second ties management and lack of system and control lead toincreased dependence on the promoter.•Lack of skill base to adopt latest technological know-how.

Business Environment•Volatile input costs – fluctuation in prices of Glass Rods principal rawmaterials, constrains the cluster firms pricing flexibility.•Traditional enterprise management system of cluster firms is not able tocope up with the changing business environment.

PESTLE ANALYSIS

“Awareness of the environment is not a special project to be undertaken when working of change becomes deafening.”

The SVAP Group is used PESTLE Analysis as a framework looking outside the organization to hypothesis what may or may not happen. It helps to SVAP GROUP to framework that some of the basic factors are not overlooked or ignored. Used in a similar way that of business planning but the application of the data is different.

Following is a summary of the finding of PESTLE analysis of our SVAP GROUP

POLITICAL:

The government plays a role within the operation of manufacturing these (i-gel)products in terms of regulation there are potential fines set by the government on companies if they do not meet a standard of laws . the following are some factors that could cause svap group actual result described in their underlying company

ECONOMICS:

Last year the economy was strong and nearly every part of it was doing well. However things changed most economists loosely of contraction of or negatively GDP growth.Due to low interest rates it can use the borrowing on research it can use the borrowing on research of new product or technology.

SOCIOCULTURAL FACTOR:

I –gel is a eco friendly product as they are also responsible for eco- disturbance but they also conduct optimum utilization of resources and minimum the wastages of natural resources. Now a days increasing life standard of people (standard of living) by providing the higher quality of product at reasonable price due to cut to cut competitors among hair gel products.

SVAP has a no. of range of products of each category which is suitable for upper class segment as well as lower class segment as it provides right of choice to their consumers.

TECHNOLOGICAL FACTORS

“Improved technology leads to improve quality of products”

I-gel have innovative technology which can improve the efficiency and life of the product. Due to advances technology the company can produce higher quality of products at reasonable price and in also short run. As the technology is getting advance there has been introduction of new machines