U&A Study for Henna_Emami Ltd.

Regn. No. 200923015, Dept. of Mgt. Studies, SMIT

1 Cntd. to next page

Chapter I: Introduction

1.1 Company profile

1.2 About the project work

o Objective of the study

o Scope of the study



1.1 Company Profile:

The commencement of Emami Group took place way back in mid seventies when

Mr. R.S. Agarwal and Mr. R.S. Goenka left their high profile jobs with the Birla Group to set

up Kemco Chemicals, an Ayurvedic medicine and cosmetic manufacturing unit in Kolkata in

1974.

The company started manufacturing

cosmetic products as well as Ayurvedic

medicines under the brand name of Emami

from a small factory in Kolkata. A chain of

distributors was established and the sale of

Emami products spread from West Bengal

to rest of Eastern India and gradually to

other states.

Ten years after commencement of the company, it launched their first flagship brand

Boroplus Antiseptic Cream under the Himani umbrella in 1984. Many additional brands

followed Boroplus including Boroplus Prickly Heat Powder which came as a brand extension

of the mother brand. Emami brands started selling in all states of North, East and West India.

Today Boroplus is not only the largest selling Antiseptic Cream in India but also in Russia,

Ukraine, and Nepal.

Nineties was very eventful for Emami. The next flagship brand of the company

Navratna Cool Oil came in the nineties under the Himani Umbrella and the second factory

was opened at Pondicherry to expand production. Navratna over the years has become a

market leader in the cool oil category.

Emami Ltd, the flagship company of the Rs 2000 crore Emami Group, is a leading

player in the personal and healthcare consumer products industry in India. A jewel in the

crown of the conglomerate, the company is a coveted Rs 700 crore business entity engaged in

manufacture and marketing of health, beauty and personal care products that are based

entirely on ayurvedic formulation.

Established by Mr. R S Agarwal and Mr. R S Goenka in 1974, Emami Limited has

over 25 brands under its portfolio. The company‟s financials show it has repeatedly

outperformed the industry standards. Emami Ltd has maintained a CAGR of 25% over the

last three years compared to the industry average of 16-17%.



Understanding the human needs and fulfilling them by dint of technical research is a

positive feature of Emami. This is being made possible by Himani Ayurveda Science

Foundation (HASF) that generates the very best of ayurvedic formulations. The foundation‟s

unique range of healthcare products aptly caters to consumer needs. The world class quality

control methods and processes maintained by HASF ensure optimum utility of each

ingredient. The foundation is completely engaged in constant innovation and pharmaceutical

enhancements.

Boroplus brand is the market leader in

the antiseptic cream segment; the Navratna Oil

is also in the pole position in the cool oil

segment. Fair and Handsome is the pioneer in

the fairness cream for men segment. Emami‟s

products in different categories like cool oil,

antiseptic cream, fairness cream for men, and

the crème herbal hair pack have carved a niche

for themselves in their respective segments.

Boroplus has been selected as among the top 100 brands by the Brand Equity of The

Economic Times. In 2006 and 2007, Navratna has been ranked the 6th Most Energized

Indian Brand by the DY&R Brand Asset Valuator.

Sona Chandi Chyawanprash, Himani Fast Relief (ayurvedic pain relief ointment),

Mentho plus (pain balm), Hairlife (crème herbal hair pack) and Emami Malai Kesar (cold

cream) are also major players in their respective categories. Brand extensions have helped

Emami consolidate its position in the market and also cater to varied consumer needs.

Emami has recently entered the glycerine soap category with Emami Pure Skin and

petroleum jelly category with Emami Vasocare.

Emami has successfully established its brands through strong celebrity endorsements.

It is the only corporate entity in the country to have both Amitabh Bachchan and Shah Rukh

Khan as brand endorsers for the same brand Navratna. The concept of brand endorsement by

celebrities has been successfully experimented in case of 25 brand launches. Besides

Amitabh and Shah Rukh, other celebrity endorsers of Emami‟s brand include Madhuri Dixit,

Kareena Kapoor, Govinda, Sourav Ganguly, Chiranjeevi, Surya and Upendra among others.

Emami has also taken up a major revamping project to enhance the sales and

distribution, human resources development and logistics with the globally renowned

professional advisory services firm, Ernst and Young. „Project Navodaya‟, as it is truly

Pic: Mr. R.S. Goenka & Mr. R.S. Agarwal



Pic: Emami Towers, Kolkata

called, will help Emami fast track its topline and bottom-line growth and build a robust

platform for growth initiatives

Emami covers all the states with 28

depots across India. Its supply-chain

management assumes immense significance

which was aptly reflected through remarkable

expansion in dealer-distribution network, outlets

and manpower. The domestic sales and

distribution division directly covers 4,00,000

outlets all across the country along with an

additional 2100 modern retail outlets. Emami‟s

products reach out to nearly 30 lakh retail outlets

across India through 4,000 distributors.

The company has ultra modern manufacturing facilities all across India including

Kolkata (West Bengal), Guwahati (Assam), Pondicherry, Uttaranchal and Baddi (Himachal

Pradesh). It has adopted the Total Quality Management system and all its manufacturing

facilities have received cGMP and ISO 9001:2000 certifications.

Recently Emami Limited with an investment of Rs 700 crore has acquired Zandu

Pharmaceuticals Works Ltd on the basis of huge business synergy between Zandu and

Emami.

Emami Ltd has recently been conferred the Most Enterprising Company of the Year

by IIPM (Indian Institute of Planning and Management) and The Sunday Indian publication

of the Planman Media Group. In 2007, the company received the Institute of Cost and Works

Accountants of India (ICWAI) Award for Excellence in Cost Management.



Ideology:

Vision

Making people healthy and beautiful, naturally

Mission

To contribute whole heartedly towards the environment and society integrating all our

stakeholders into the Emami family

To make Emami synonymous with natural beauty and health in the consumers mind

To effectively manage talents by building a learning organization

To strengthen and foster in the employees, strong emotive feelings of oneness with the

company through commitment to their future

To drive growth through quality and innovation in products and services

To uphold the principles of corporate governance

To encourage decision making ability at all levels of the organization



Board of Directors:

Mr. R S Agarwal, Executive Chairman, Founder of Emami Group of Companies

Mr. R S Goenka, Director, Co-founder of Emami Group of Companies

Mr. S K Goenka, Managing Director

Mr. Viren J Shah, Director

Mr. K N Memani, Director

Mr. S K Todi, Independent Director,

Mr. Vaidya S Chaturvedi, Independent Director

Mr. Mohan Goenka,Wholetime Director

Mr. Aditya V Agarwal, Wholetime Director

Mr. Harsh V Agarwal, Wholetime Director

Ms. Priti Sureka, Wholetime Director

Mr. Amit Kiran Deb, Independent Director

Mr. S. B. Ganguly, Independent Director

Mr. Y. P. Trivedi, Independent Director

Management Team:

Mr. Manish Goenka, Director

Mr. Prashant Goenka, Director

Mr. N Venkat, CEO and ED

Mr. N H Bhansali, CFO and President

Mr. Shyam Sutaria, CEO - IMD

Mr. Saroj Chakraborty, CEO - Foods Division

Mr. R K Surana, President - Operations and Commercial

Mr. Krishna Mohan, President - Sales

Dr. S K Mitra, CEO -Technical

Mr. Gaurav Roy Chowdhury, VP - Sales and Marketing

Mr. Kushal Banerjee, VP- Human Resource



1.2 About the project work:

The project is about the study of usage & attitude among the users & non users of

natural henna of Kolkata & Asansol in order to identify the growth divers for the category of

Natural Henna. At the very primary level i.e. before proceeding to the main work, a primary

Market visit to 15 retail outlets of Sir Stewart Hogg market [New Market], Kolkata &

Competitor package evaluation was done in order to get a clear understanding of this

segment.

Depending on this information some main information areas were defined following

which the main work was supposed to be started. These are as follows:

o Need mapping

o Triggers & Barriers

o Category Mapping

Usage

Attitude

Perception

o Brand Mapping

Perception of different brands

After these a detail break up of these information areas were prepared for the main

research work. Depending on these information areas, a qualitative primary research

consisting of two focus groups and four in-depth interviews were conducted among the users

& non users of natural henna in order to get a detail insight over these information areas.

The participants of one of the focus group discussion were the users who all were below 30

years of age & the participants of another one were the non users of below 30 years of age.

Interview was taken of two users & two non users who all were above 30 years of age.

After all these the main questionnaire was prepared for interviewing the consumers

for the quantitative primary research. The total sample size was 240 which was sub divided

as follows:

Users Non-users Total

15-30yrs Male 30 30 60

Female 30 30 60

30-50yrs Male 30 30 60

Female 30 30 60

Total 120 120 240



Information was also collected from various secondary sources as Retail outlets, &

Internet. At the very beginning, 15 retail shops were visited and after that another 30 outlets

were visited covering the main markets of Kolkata.

The break-up of the total project schedule was as follows:

Activities Dates No. of days

Date of joining 24th May‟10

12 days Proposal Sanction 5

th June‟10

Questionnaire Preparation,

Questionnaire Sanction

6th June‟10 to 10

th June‟10

5 days

Market Survey & Data Collection,

Review of the Collected Data &

Recollection

11th June‟10 to 21

st July‟10

35 days

Data Analysis, Preparation of

Report, Presentation

22nd

July‟10 to 31st

July‟10 10 days

Total 24th May 2010 to 31

st July 2010 62days [Excluding off days ]



Objective of the study:

Business Objective:

To identify the growth drivers for the category of Natural Henna.

o Identifying the product positioning parameters of the different existing

brands & new players of henna.

Marketing Objective:

To do the Usage & Attitude analysis among the users & non-users of Natural

Henna.

o To identify the Triggers & Barriers.

o To identify the purchase behavior.

o To find out the usage patterns.

o To get an insight of the user’s attitude towards different brands.

To find out an effective media for advertisements of Henna.



The study of this project provides knowledge about the consumer preferences

regarding all the facts relevant to usage of henna. It helps the company Emami Limited

identify the target segment of henna and also to get a clear insight about the buying

behavior and usage pattern and as a whole, to identify the growth drivers for the category

of Natural Henna.

It gives a clear idea about the need of the using henna and the satisfaction level as

well in order to check whether the consumers are satisfied with their products or not.

The study focuses on finding out the triggers to using henna and the barriers to

avoiding henna as well.

It also focuses on the perception of the peoples towards henna and more specifically

their perception towards different brands of henna which are available in the market.

The study gives a clear idea about the media usage pattern of the peoples and

preferences thereof which might help in advertisement media planning and to draw the

attention of the peoples efficiently with effective advertisements.

The secondary research like retailer survey, competitor package analysis of the

other players will help to find out their pricing strategy, promotional strategy to some

extent.

Scope of the study:



Chapter II: Methodology

2.1 Work Breakdown Structure

2.2 Sources of Data

2.3 Composition & Size of the

Universe

2.4 Reasons for selecting samples

2.5 Questionnaire design

2.6 Analysis of the Data

2.7 Findings of the Secondary

Research

2.8 Limitations of the study



2.1 Work Breakdown Structure:

The project work consists of several phases like:

Segment Understanding:

o Market Visit

o Competitor Package Evaluation

Questionnaire Finalization

Data Collection

Data Collation & Analysis

Flow chart of the functions involved in the study:

Market visit

Competitor package evaluation

Questionnaire finalization

Secondary research

Primary research

Expert interviews: Retail outlets of Kolkata

IRS Data

Data provided from the company

Qualitative/ Exploratory research: Focus group & Direct interviews

Quantitative/ Conclusive Research

Data collation & analysis

Recommendations



2.2 Sources of Data:

Primary research:

o Quantitative/ Exploratory Research:

Direct interview of the consumers through questionnaire

o Qualitative/ Conclusive Research:

o Focus group:

Two group discussions separately for the users & non users of the Natural

Henna were arranged to get an insight over the Usage & Attitude of Natural

Henna.

o Interviews:

In depth interviews of the users & non users of Natural Henna

Secondary Research:

o Expert interviews:

Survey of the retail outlets.

o IRS data:

Key takeouts regarding the usage & attitude of Natural Henna for the period of

Jan-Dec 2009.

o Data provided from the company

o Internet



2.3 Composition & Size of the universe:

Primary Research:

Consumer survey:


15-30yrs Male 30 30 60

Female 30 30 60

30-50yrs Male 30 30 60

Female 30 30 60

Total 120 120 240

Focus group:

Users of Henna [Below 30yrs of age]

[5 peoples]

Non-users of Henna [Below 30yrs of age]

[6 peoples]

Interviews:

Users of henna [Above 30yrs of age]

[2 peoples]

Non-users of Henna [Above 30yrs of age]

[2 peoples]

Secondary Research:

Expert Interviews:

o 30 retail outlets covering all the major markets of Kolkata



2.4 Reasons for selecting samples:

The focus groups & the direct in depth interviews were arranged to get an idea about

the usage pattern and all other relevant factors to usage of henna before starting with the

main part of the study.

Equal number of users & non users of natural henna consisting of both males &

females were surveyed to get a clear insight of the usage & attitude of the peoples. Same

number of peoples from different age groups was interviewed to find out if there is any

particular usage pattern.

The retailers were also surveyed to get an overview of this particular market segment

& find out the promotional strategies, pricing strategies & the positioning strategies etc.

2.5 Questionnaire design:

Depending on the various hypotheses of the focus groups & the interviews, the

questionnaire was prepared based on the pre fixed information areas.

The questionnaire mainly consists of closed ended questions with all probable

options.

There were mainly four parts in the questionnaire. These are:-

Personal information:

Personal information of the respondent & the main wage earner of

his/her family in order to find out the SEC.

Questions for users:

This part of the questionnaire is to find out the usage pattern, buying

behavior, triggers behind using henna etc.

Questions for non users:

This part is for finding out the barriers against using henna,

expectations from the product etc.

Brand awareness & media usage:

This part is for the users & non users both. The brand awareness

portion is to get an idea about the brand awareness, brand personality

etc. The media usage part is to get an insight of the media using habits

of the people which might help in advertisement media planning.



2.6 Analysis of the data:

Statistical analysis is conducted based on the accumulated data and information using

statistical techniques like pie chart, bar chart in Microsoft excel etc.

2.7 Findings of the Secondary Research:

Brand wise Analysis: Positioning:

Brand Positioning Rational Benefit Emotional

Benefit

Godrej Nupur Mehandi 100% natural;

Shiny look.

Perfect mix of 9 selected

herbs with Rajasthani

Mehandi not only does the

coloring & conditioning but

also gives a new look to the

hair.

Nupur gives the

hair a new

attractive look.

Neha Herbal Mehandi Effective Coloring.

Enriched with the natural

colors & other natural

qualities.

It gives the

trendy looks

with the trendy

colors.

Prakash Mehandi Useful for effective

decoration for hair &

hands, feet as well.

Makes the hair beautiful &

guaranteed colors for the

decorations of the hand &

feet as well.

It is the secret of

the beautiful hair

Black rose Natural Black color

It‟s a rare blend of natural

herbs enriched with parity of

natural herbs, It gives

nourishment & natural color

to hair, Contains Mehandi,

Amla, Shikakai.

Habibs Henna Extra Shine & bouncy

Hair

I natural medicinal herbs to

keep the hair and scalp

manageable and soft with the

desired hair colors through

multiple applications.

Ayur Henna Extra Rich Natural

Made of pure Rajasthani

herbs which give dark brown

shades.

Akanksha Keshrang Ayurvedic Medicine

Colors the hair perfectly with

better conditioning & doesn‟t

harm anyway.

VLCC hair shine

ayurvedic henna Mask Root Powder

Enriched with natural

proteins, Vitamin C & E,

Margosa, Indian Gooseberry

which does better coloring &

conditioning

Symbol of

passion & love

Shahnaz Henna

Ayurvedic Medicine,

Not cosmetic,

Professional power

pack

Powerful blend of henna &

other herbs does better

coloring, conditioning &

prevents hair fall & dandruff.



Brand wise Analysis: Pricing:

Products: Size [gm] MRP [Rs.] Retailer’s Purchase

Price [Rs.]

Retailer’s margin

[%]

Godrej Nupur

Henna

20 6.00 5.31 13

40 12.00 10.62 13

70 20.00 17.70 13

170 40.00 35.40 13

500 120.00 106.19 13

Mayuri Henna 30 20.00 16.95 18

50 28.00 23.73 18

Habibs Henna 200 120.00 104.35 15

Shahnaz

Henna

100 80.00 70.18 14

200 150.00 131.58 14

Ayur Henna

Natural

100 25.00 21.74 13

170 40.00 34.78 13

Herby 100 25.00 21.74 13

200 40.00 34.78 13

Jovees Henna

& Brahmi

Mehandi

150 185.00 163.72 13

VLCC natural

color powder 100 60.00 52.17 15

Akansha

Keshrang

100 30.00 25.42 18

200 55.00 46.61 18

Naturoma

Henna 100 28.00 24.56 14

Beauty Herbal 200 36.00 31.58 14

Veola Henna 45 60.00 52.17 15

Henna

conditioner 100 35.00 30.43 15



Brand wise Analysis: Availability:

Grocery Shops:

Among the 10 grocery shops visited, Godrej Nupur Mehandi was found available

everywhere. Prakash Mehandi was available in 3 shops whereas Herby Herbal Henna was

found in 2shops.

Stationary Shops:

In the case of the general stationary shops also, Godrej Nupur Mehandi were the most

visible brand. Prakash Mehandi was found in 2 stores & Herby Herbal Henna, Mayuri

Henna & Hanuman Henna was found available in respectively 7, 6 & 3 stores.

Specialized Cosmetic Store:

0

2

4

6

8

10

12

Nupur Prakash Herby

0

2

4

6

8

10

12

Nupur Prakash Herby Mayuri Hanuman

0

2

4

6

8

10

12

Nupur Ayur Herby Habibs Shahnaz Mayuri Jovees



In the specialized cosmetic stores, some more brands like Habibs Henna, Shahnaz

Henna, Jovees Henna & Brahmi Mehandi, Ayur Henna Natural etc were found. Godrej

Nupur Mehandi, Ayur Henna Natural, Herby Herbal Henna & Mayuri Henna were the

most available brands in this kind of stores.

Most selling SKUs:

Although every brands of henna are available in various sized packs but the market

demand generally is not equal for all of these. The most selling SKUs of different brands

are listed down here:

Products: Size [gm]

Godrej Nupur Mehandi 70

170

Mayuri Henna 50

Habibs Henna 200

Shahnaz 100

Ayur Henna Natural 100

Herby 100

Jovees Henna & Brahmi

Mehandi 150

Stock Position:

In grocery shops 5-6 packs of different which they use to keep brands are available.

These shops generally don‟t order in a weekly or monthly basis. They feel comfortable to

maintain the stock according to the demand.

In the general stationary also, maximum 10 packs of the each brands were seen. Some

of the shops, having regular off take, order henna in a monthly or weekly basis. Others

maintain the stock according to the market demand.

The cosmetic stores are maintaining a healthy stock every time. On an average they

are keeping at least a dozens of every most selling SKUs of different brands. The off take

is high in these stores than the other. So, to maintain the stock, they have to place orders

regularly.



Most selling Brands:

Display:

There was not any POP seen for any in any kind of stores. There is not any paid

visibility support from any company for henna. There were not any shelf strips, danglers

etc. of henna in the total market area covered during the survey. All the packs were

displayed in an ordinary manner in the outlets. Some of the stores don‟t even display

henna. Some of the instances are shown below:

70%

30%

Grocery Shops

Nupur Herby

60%20%

20%

Stationaries

Nupur Herby Mayuri

40%

30%

20%

10%

Cosmetic Stores

Nupur Herby Habibs Ayur

Godrej Nupur Mehandi in a Grocery Godrej Nupur Mehandi in a Cosmetic

Store



Highlights of the retailer survey

1. Henna is available in all kind of stores like groceries, general stationary shops and of

course in cosmetic stores.

2. Godrej Nupur Mehandi is the most selling brands among all other brands.

3. Instead of all the big sizes, the medium sized SKUs [sized between 70gms to 200gms]

are being sold mostly.

4. No display support is being provided from any company for Henna.

Nupur, Herby, Prakash, Mayuri Henna in the

shelf of a store which are not displayed.

Habibs Henna is being displayed in the showcase of a cosmetic

store.



2.8 Limitations of the study:

These 10 weeks at Emami Limited was a very good experience. It was a practical learning

for me. I was able to get a clear insight about some aspects of a FMCG company. It was

through the official help that I got from the employees and the face to face interaction that I

had with the consumers as well as retailers. However during this learning there were some

limitations that were a hindrance in making my project a better one. The limitations were:-

1) The respondents were not giving that much time so that I could finish my interview.

2) During the consumer survey the respondents were hesitant to give their phone

numbers for reference.

3) To cover such a big sample size in the tough Monsoon weather was difficult.

4) The study was conducted within Kolkata & Asansol. So, there will be error to judge

the market of all over India based on this report.

5) A beauty parlor & salon survey was also done but due to the insufficient response any

meaningful insight couldn‟t be fetched.

6) The general official confidentiality regarding the new product was a barrier too.



Chapter III: Analysis & Findings

[Primary Research]

3.1 Findings of the Qualitative/

Exploratory Primary Research

3.2 Findings & Analysis of the

Quantitative/ Conclusive

Primary Research



3.1 Findings of the Qualitative primary research [Focus groups & Personal interview]:

These are a few points regarding the purpose, barriers & expected features or qualities

of henna which were highlighted in the focus groups and the interviews which were

arranged as a part of the qualitative primary research.

Purpose Barriers Expected Features

Coloring & conditioning 1. As it is needed to be

kept for a longer

time after applying,

it catches cold.

Specially in the

winter time it can’t

be used frequently

2. Applying henna is a

lengthy process &

thus very difficult to

apply

3. Can’t be applied

without the help of

another person

4. For the purpose of

coloring, it doesn’t

give instant result.

5. It comes in limited

shades.

6. Highlighting can’t

be done using henna

7. Hair becomes dry

immediately after

using henna & the

curly hair becomes

unmanageable

8. To make henna

effective a lot of

natural ingredients

such as curd, tea,

lemon, egg is needed

to be mixed with it.

1. Smoothness i.e.

shouldn’t make the

hair dry immediately

after using henna

2. Ready to use form

can be effective as it

will not take that

much time to apply.

3. If it gives instant

result, then it might

be able to pull the

customers towards

it.



Among the users of henna 43%

belongs to SEC A1, 31%

belongs to SEC A2, 10%

belongs to SEC B2, 9% belongs

to SEC D, 5% belongs to SEC

B1, and 2% belongs to SEC C.

3.2 Findings and analysis of the quantitative primary research [Consumer survey through

questionnaire]:

User:

In this category, 120 peoples were interviewed from which, 60 were male & 60 were

female. Each of these groups consists of 30 peoples of below 30years of age & the same

number of above 30years of age. The findings are:

Socio Economic Class of the users of Henna:

o Durables owned:

o Mobile:

Among the 120 peoples everyone uses a mobile. Among the users, 68%

peoples are using Nokia, 17% are using Samsung, 10% peoples are using LG, 1%

peoples are using HTC, Blackberry is being used by 2% & i-Phone also is being used

by 2% people.

43%

31%

5%

10%

2%9%

SEC

A1 A2 B1 B2 C D

100%

0%

Mobile usage

User Non user

2%2%

68%

17%

1% 10%

Mobile Brands

Blackberry i-Phone Nokia

Samsung HTC LG



o MP3 Player:

Among the 120 peoples, 14% peoples don‟t use a MP3 player & the rest 86%

peoples use. Among the users, 53% peoples are using Apple i-Pod, 47% are using

Sony.

o Camera:

Among the 120 peoples, 25% peoples are not having a camera & the 75%

peoples have. Among the users, 62% peoples are using Canon, 16% are using Sony,

12% peoples are using Nikon, 10% peoples are using Kodak.

14%

86%

MP3 player usage

User Non user

53%

47%

MP3 player brands

Apple i-Pod Sony

75%

25%

Camera usage

User Non user

62%12%

16%

10%

Camera brands

Canon Nikon Sony Kodak



o Laptop:

Among the 120 peoples, 85% peoples don‟t use a Laptop & the rest 15%

peoples use. Among the users, 28% peoples are using HP/Compaq, 50% are using

Dell, 17% peoples are using Lenovo, and 5% peoples are using Sony.

o Desktop:

Among the 120 peoples, 24% peoples don‟t use a Desktop & the rest 76%

peoples use. Among the users, 21% peoples are using a branded one, 79% are using

assembled.

15%

85%

Laptop usage

User Non user

50%

5%

28%

17%

Laptop brands

Dell Sony HP/Compaq Lenovo

76%

24%

Desktop usage

Users Non users

79%

21%

Type of desktop

Assembled Branded



o Parlor visit pattern:

95% peoples of all the non users goes to parlor for various purposes. Whereas,

5% peoples doesn‟t go to parlor.

The various purposes of visiting a parlor are:

o Frequency of hair coloring:

Among the users of Henna, peoples, who use hair color, uses it once in 4 months.

o Frequency of hair cutting:

95%

5%

Parlor visit

Goes to parlor Doesn't go to parlor

0

20

40

60

80

100

120

Hair coloring Hair cut Applying Henna

Hair straightening

Hair perming Hair massage

3%

29%

47%

9%

12%

Frequency of hair cutting

Twice a month Once a month Once in two months

Once in four months Once in six months



Peoples, who are going

to parlor or salon for applying

henna, 17% of them go once a

month, 83% of them use to go

twice a month.

Among the peoples who go to beauty parlor, 47% peoples get their hair cut once in

two months. 29% peoples cuts once a month. 3% peoples cuts twice a month. 9%

peoples get their cut once in four months. And 12% peoples cuts their hair once in 6

months. Peoples, who don‟t go to the beauty parlor, get cut their hair once a year.

o Frequency of applying henna at parlor:

o Frequency of Hair Massage:

Among the peoples who get a hair massage, 53% peoples get it once in 4 months.

20% peoples get it once in two months. And 27% peoples get it once a month.

o Carrying own products:

People who are going to the beauty parlor for hair coloring or applying henna, don‟t

carry their own products.

83%

17%

Twice a month Once a month

27%

20%53%

Frequency of hair massage

Once a month Once in two months Once in four months



Among the users, 35%

peoples were having a few

grey hairs when they had

started using henna. And the

rest were having perfectly

young look!


peoples are using it for 5years

or less than 5years. 10%

peoples are using it for more

than 5years.

o Frequency of Using Henna [In house & parlor]:

Among the users of the Henna, 49% peoples use it twice a month. 19% peoples use it

once in month. 30% peoples use it once in 2months. And 2% peoples use it once in

6months.

o Hair color at the initiation:

o Period of usage:

19%

49%

30%

2%

Once a month Twice a month Once in 2months once in 6months

65%

35%

Black A few grey hair

10%

90%

More than 5yrs

Less than [for]5yrs



o Influence to use Henna:

Among all the users, 32% peoples were having a second influence. Among them, for

55%, it was friends & relatives, For 37%, it was beauty consultants. For 5% peoples, it

was TVC. And the rest 3% were influenced by other catalysts!

78%

22%

1st Influence

Friends & relatives Beauty consultants

55%37%

5% 3%

2nd Influence

Friends & relatives Beauty consultants TVC Others



o Initial Purpose of using Henna:

At the time of starting using henna, for 43% peoples started using it for the purpose of

conditioning. 19% started for grey hair coverage. 15% started for Dandruff problem.

14% initiated for coloring. 6% peoples had started using henna for promoting hair

growth & 3% peoples for nourishment. All these peoples are using Henna for the same

purpose now.

o Brand used at the time of initiation:

19%

14%

43%

3%6%

15%

Grey coverage Coloring Conditioning Nourishment Hair growth Dandruff problem

6%

39%

20%

9%

3%

3%

19%

1%

Mayuri Henna Godrej Nupur Mehandi Herby Henna

Habibs Henna Shahnaz Henna Naturoma

Ayur Henna Natural Prakash Mehandi



Brands Users

Mayuri Henna 6%

Godrej Nupur Mehandi 39%

Herby Henna 20%

Habibs Henna 9%

Shahnaz Henna 3%

Naturoma 3%

Ayur Henna Natural 19%

Prakash Mehandi 1%

o Brands, which are being used presently:

o Source of brand awareness:

At the time of initiation:

20%

20%40%

20%

Akansha Keshrang

Shahnaz Henna

Godrez Nupur Mehandi

Habibs Henna

2%

61%

37%

TVC Friends & Relatives

Beauty consultants


have changed their brands.

Among them, 40% are now using

Godrej Nupur Mehandi. 20% are

using Akansha Keshrang, another

20% are using Habibs Henna and

the rest 20% are using Shahnaz

Henna.

All of them have switched

just to try a new brand after being

influenced by others.

At the time of initiation,

61% peoples came to know about

the respective brands from their

friends & relatives. 37% peoples

were informed by the beauty

consultants. And the rest 2% came

to know about the brands from

TV commercials. Later, 42% of

the users changed their brands &

all of them came to know about

that brand from their friends &

relatives.



o Place of purchase:

Among the users, 79% peoples buy the henna for themselves. Among this 79%, 78%

buys from cosmetic store, 20% buys from grocery & 2% buys from departmental stores.

o Same place of purchase:

o Purchase quantity:

79%

21%

Buys Doesn't buy

2%

78%

20%

Departmental Store

Cosmetic Store

Grocery

84%

16%

same place different place

98%

2%

Sibgle pack Two packs

Among the peoples, who

buy henna for themselves, 84%

purchases it from the same place

every time. 16% peoples switch

over the shops.

Among the peoples, who

buy henna for themselves, 98%

purchases a single pack every

time. 2% peoples take two packs.



o Maximum used SKUs:

o Purchase preferences:

Henna which gives good color:

Henna which is available with various shades:

37%

42%

12%

9%

70gms 100gms 170gms 200gms

32%

11%19%

17%

21%

Most important

quite important

Somewhat important

Very less important

Not important

67%

22%

11%

quite important Very less important

Not important

71% peoples were able to

say the SKUs they are using.

From that, 42% peoples are using

100gms pack. 37% are using

70gm pack. 12% are using

170gms pack & the rest 95 were

using 200gms pack.

Importance level

Vote [%]

Most important 32

Quite important 11

Somewhat important

19

Very less important

17

Not important 21

Importance level

Vote [%]

Most important 0

Quite important 67

Somewhat important

0

Very less important

22

Not important 11



Henna which does better conditioning:

Henna which is easier to apply:

Henna which is less priced:

67%

19%

6%8%

Most important quite important

Very less important Not important

2%24%

35%

27%

12%

Most important

quite important

Somewhat important

Very less important

Not important

15%

33%

5%

47%

quite important

Somewhat important

Very less important

Not important

Importance level

Vote [%]

Most important 67

Quite important 19

Somewhat important

0

Very less important

6

Not important 8

Importance level

Vote [%]

Most important 2

Quite important 24

Somewhat important

35

Very less important

27

Not important 12

Importance level

Vote [%]

Most important 0

Quite important 15

Somewhat important

33

Very less important

5

Not important 47



Henna having a good brand name:

Henna having a good packaging:

Henna which comes with free accessories:

8%

41%

18%

33%

Most important

quite important

Somewhat important

Very less important

33%

67%

quite important Very less important

30%

44%

26%

Somewhat important

Very less important

Not important

Importance level

Vote [%]

Most important 8

Quite important 41

Somewhat important

18

Very less important

33

Not important 0

Importance level

Vote [%]

Most important 0

Quite important 33

Somewhat important

0

Very less important

67

Not important 0

Importance level

Vote [%]

Most important 0

Quite important 0

Somewhat important

30

Very less important

44

Not important 26



o Place of application:

o Method of application:

All the users are applying it in full head.

o Quantity used for a single application:

o Natural ingredients mixed with Henna:

Tea: Coffee:

47%

49%

4%

House-Self House-Helper Parlor

6%

32%

25%

37%

Full sachet Half 1/3rd 1/4th

80%

20%

Mixing with Henna

Not mixing with Henna

37%

63%

Mixing with Henna


Among all the users, 47%

peoples apply henna by their own.

Maximum of them are males.

49% peoples use to take help of

someone else to apply henna. The

rest 4% goes to Parlor.


are using a full sachet for a single

application.32% peoples are using

half. 25% peoples are using 1/3rd

of a full sachet. 37% peoples are

using 1/4th

.



Curd: Lemon:

Eeg:

o Natural Ingredients used individually:

These are the four natural ingredients which are being used by a few people separately

without mixing these with henna.

32%

68%

Mixing with Henna


22%

78%

Mixing with Henna


15%

85%

Mixing with Henna


0

2

4

6

8

10

12

Lemon Honey Egg Curd



o Accessories Used:

These are the accessories which are being used for applying henna. The vessel is

being used by every person for keeping the mixture. The brush is being used by 89%

peoples. 30% peoples are using gloves also.

o Mixture of henna kept before applying:

o Mixture kept after applying it on head:

0

20

40

60

80

100

120

140

Brush Vessel Gloves

5%

95%

4hrs One night

86%

11%3%

1hrs 2hrs 3hrs


users are keeping the mixture for

4 hours before applying and 95%

users are keeping the mixture for

one night before applying


are keeping it for 1hr after

applying. 11% are keeping it for

2hrs & the rest 3% are keeping it

for 3hrs.



o Things used for washing after applying henna:

o Expected Qualities:

Among the users 75% peoples are satisfied with their product. Rest 25% are having

some expectations. These are shown below:

All these people are willing to use a product if it is having these qualities in it.

0

20

40

60

80

100

120

140

Shampoo Conditioner Livon Plain water

0

5

10

15

20

25

30

35

40

45

Various Shades Moisturiser Less dryness Hairfall prevention



o Brand personality:

When it comes to the point of henna, it is best described as „Natural‟ to the 51% of

peoples. 9% peoples think it to be „Traditional‟. For 21% peoples, it is „Pure‟. To 10%

peoples, it is „Harmless‟ & 9% of the peoples find it „Beautifying‟.

o Media usage pattern:

TV [C&S]:

Among the users of Henna, 13% doesn‟t follow any cable or satellite channels

on TV. 22% peoples watch 1hrs/Day, 17% watch 2hrs/Day, 27% watch TV 3hrs/Day,

13% peoples watch 4hrs/Day. 7% peoples watch 5hrs/Day and the rest 1% watch

8hrs/Day.

9%

51%21%

10%

9%

Beautifying Natural Pure Harmless Traditional

22%

17%

27%

13%

7%

1% 13%

1hrs/Day 2hrs/Day 3hrs/Day 4hrs/Day 5hrs/Day 8hrs/Day Doesn't watch



Door Darshan:

None of the users of Henna are watching Door Darshan Channels in TV.

FM:

Among the users of Henna, 47% doesn‟t listen to any FM channels. 27% peoples listen

1hrs/Day, 11% listen 2hrs/Day, 7% listen 3hrs/Day, 8% peoples listen 4hrs/Day.

05

101520253035404550

Most viewed C&S TV channels:

27%

11%

7%8%

47%

1hrs/Day 2hrs/Day 3hrs/Day 4hrs/Day Doesn't listen



News Papers:

Among the users of Henna, 8% doesn‟t follow any News Papers. 61% peoples reads new

papers 1hrs/Day, 28% reads 30mnts/Day, 3% does so 2hrs/Day.

0

5

10

15

20

25

30

35

40

Radio Mirchi Amar FM Miao Power FM Red FM Friends FM Rainbow

Mostly followed FM channels:

61%

28%

3%8%

1hrs/Day 30mnts/Day 2hrs/Day Doesn't follow



Magazine:

Among the users of Henna, 74% doesn‟t follow any Magazines. 6% peoples reads

1hrs/Day, 16% reads 30mnts/Day, 3% reads 1hrs/Week. And 1% does so 2hrs/Week.

0

10

20

30

40

50

60

70

Mostly followed News papers:

6%

16%

3%

1%

74%

1hrs/Day 30mnts/Day 1hrs/Week 2hrs/Week Doesn't follow



Movie Hall:

Among the users, 73% peoples don‟t go to a movie hall frequently. 15% visits once a

month. 7% goes once in two months. 2% visits once a week. And the rest 3% goes twice

a month.

02468

101214

Sananda 19-20 Graphitti Anandaloke BS world Better Photography

Mostly followed Magazines:

15%

7%

2%

3%

73%

0nce a month Once in two momths Once a week Twice a month Doesn't go



e-Mail:

52% of the users don‟t use e-mails. 7% of peoples use 30mnts/day. 28% uses 1hrs/day.

7% uses 2hrs/day. 3% peoples are using it 4hrs/day. And the rest 3% peoples are using it

2hrs/week.

7%

28%

7%3%3%

52%

30mnts/Day 1hrs/Day 2hrs/Day

4hrs/Day 2hrs/Week Doesn't use

0

5

10

15

20

25

30

35

40

Yahoo Gmail Rediffmail AOL

Mostly used e-Mails:

40%

60%

Social site using behaviour:

Yes No

0

10

20

30

40

Orkut Facebook Twitter

Mostly surfed social sites:



o Credible information source:

68% peoples believe TV to be the credible source of information about henna. Whereas

26% thinks News papers & magazines are more effective. 4% peoples think Radio is the

most credible source of information about henna. According to the rest 2% peoples,

website can be the most credible source of information about henna.

68%4%

26%

2%

TV Radio News paper & magazines Web sites



Non user:

In this category, 120 peoples were interviewed from which, 60 were male & 60 were

female. Each of these groups consists of 30 peoples of below 30years of age & the same

number of above 30years of age. The findings are:

o Durables owned:

o Mobile:

Among the 120 peoples, 3% peoples don‟t use a mobile phone & the rest 117

peoples uses. Among the users, 64% peoples are using Nokia, 25% are using

Samsung, 7% peoples are using LG, 2% peoples are using HTC, Blackberry is being

used by 1% & i-Phone also is being used by 1% people.

o MP3 Player:

Among the 120 peoples, 22% peoples don‟t use a MP3 player & the rest 78%

peoples uses. Among the users, 48% peoples are using Apple i-Pod, 41% are using

Sony, and the rest 11% peoples are using Philips.

97%

3%

Mobile usage

User Non user

1%1%

64%

25%

2% 7%

Mobile Brands

Blackberry i-Phone Nokia

Samsung HTC LG

22%

78%

MP3 player usage

User Non user

48%

41%

11%

MP3 player brands

Apple i-Pod Sony Philips



o Camera:

Among the 120 peoples, 28% peoples are not having a camera & the 72%

peoples have. Among the users, 56% peoples are using Canon, 23% are using Sony,

17% peoples are using Nikon, 4% peoples are using Kodak.

o Laptop:

Among the 120 peoples, 74% peoples don‟t use a Laptop & the rest 26%

peoples uses. Among the users, 30% peoples are using HP/Compaq, 40% are using

Dell, 20% peoples are using Lenovo, 7% peoples are using Sony & 2% peoples are

using other brands.

72%

28%

Camera usage

User Non user

56%17%

23%

4%

Camera brands

Canon Nikon Sony Kodak

26%

74%

Laptop usage

User Non user

40%

7%

30%

20%

3%

Laptop brands

Dell Sony HP/Compaq Lenovo Others



o Desktop:

Among the 120 peoples, 32% peoples don‟t use a Desktop & the rest 68%

peoples uses. Among the users, 23% peoples are using a branded one, 77% are using

assembled.

o Parlor visit pattern:

96% peoples of all the non users goes to parlor for various purposes. Whereas,

4% peoples doesn‟t go to parlor.

The various purposes of visiting a parlor are:

68%

32%

Desktop usage

Users Non users

77%

23%

Type of desktop

Assembled Branded

96%

4%

Parlor visit

Goes to parlor Doesn't goes to parlor

0

20

40

60

80

100

120

Hair coloring Hair cut Applying Henna

Hair straightening

Hair perming Hair massage



o Frequency of hair coloring:

Among the peoples, who use hair color, 37% uses it once in two months. 32% uses it

once in 6 months. 26% uses it once in 4 months. 5% uses it once a month.

o Frequency of hair cutting:

45% peoples get their hair cut once in two months. 31% peoples cuts once a month.

11% peoples cuts twice a month. 10% peoples get their cut once in four months. And 3%

peoples cuts their hair twice a month.

5%

37%

26%

32%

Frequency of Hair coloring

Once a month Once in two months Once in four months Once in six months

3%

31%

45%

10%

11%

Frequency of hair cutting


Once in four months Once in six months



Among the

peoples, who go to

the beauty parlor or

salon for hair

coloring, 3% peoples

carry their own

product & 97%

don‟t.

Among all the non

users, 8% peoples

have tried Henna and

stopped using for

some reason. 92%

peoples have not

tried henna ever.

o Frequency of Hair Massage:

Among the peoples who get a hair massage, 46% peoples get it once in 6 months.

31% peoples get it once in two months. And 23% peoples get it once a month.

o Carrying own products:

o Tried Henna or not:

23%

31%

46%

Frequency of hair massage

Once a month Once in two months Once in six months

97%

3%

Carries Doesn't carry

92%

8%

Havn't tried Tried



o Reason for stop using henna:

Among those, who have tried henna, 40% stopped as it is difficult to apply. 20%

stopped as turns the hair dry. 20% stopped after having not any instant result. And

another 20% stopped because of hair fall.

o Reason for not using henna:

Among those, who have not tried henna, 51% haven‟t used as it is difficult to apply.

19% haven‟t thought about using henna. 13% perceives that it makes the hair dry. 12%

peoples are using color & for that reason, not using henna. 5% peoples think that it

doesn‟t give instant result.

20%

40%

20%

20%

Dryness Difficult to apply Doesn't give instant result Hairfall

13%

51%5%

12%

19%

Dryness Difficult to apply Doesn't give instant result Uses color Havn't thought



Among the

proples who are using any

substitute product, 15%

are using natural hair

pack & 85% peoples are

using Hair color.

90% of the

peoples who are using

hair color or natural hair

pack, are satisfied with

the product. 10% peoples

are having some

expectations from the

product they are using at

present.

Among the non

users of henna, 17%

peoples are using a

substitute products like

hair color or hair packs

etc. 83% peoples are not

using anything.

o Substitute product usage:

o Substitute product used:

o Expectations:

17%

83%

Uses Doesn't use

85%

15%

Hair color Natural Hair pack

10%

90%

Satisfied Have expectations



Among the

peoples, who are having

expectations from their

product, 28% of the

peoples are willing to

switch to henna if those

qualities are added. 55%

peoples will thibk about it

& 17% peoples will not.

Among all the non

users 62% peoples are not

aware of any brands whereas

38% peoples are aware of the

brands of henna which are

available in the market.

The expected qualities are:

o Willingness to switch over to henna:

o Brand awareness:

0

2

4

6

8

10

12

28%

55%

17%

Yes Will think of it No

38%

62%

Aware Not Aware



Their preferences according to their perception are shown here:

1st Preference:

2nd

Preference:

3rd

Preference:

23%

16%

23%3%

26%

7%

2%

Shahnaz Habibs Nupur Herby Ayur Mayuri Keya seth

12%

19%

34%

16%

19%

Shahnaz Habibs Nupur Herby Ayur

3%

26%

15%37%

4% 11%

4%

Shahnaz Habibs Nupur Herby Ayur Jovees Prakash



o Brand Personality:

When it comes to the point of henna, it is best described as „Natural‟ to the 64% of

peoples. 20% peoples think it to be „Traditional‟. For 8% peoples, it is „Pure‟. 3%

peoples think it „Oldie‟. 2% peoples think it „Trendy‟. To another 2% peoples, it is

„Harmless‟ & 1% of the peoples find it „Beautifying‟

o Media usage pattern:

1%

64%8%

2%

20%

2% 3%

Beautifying Natural Pure Harmless Traditional Trendy Oldie

Yes88%

No12%

TV [C&S]channels following behaviour:

05

101520253035404550

Most viewed C&S TV channels:



Door Darshan:

None of the non-users of Henna are watching Door Darshan Channels in TV.

54%

46%

FM listening behaviour:

Yes No

0

5

10

15

20

25

30

35

40

Radio Mirchi Amar FM Miao Power FM Red FM Friends FM Rainbow

Mostly followed FM channels:

93%

7%

News paper reading behaviour:

Yes No



0

10

20

30

40

50

60

70

Mostly followed News papers:

26%

74%

Magazine following behaviour:

Yes No

0

2

4

6

8

10

12

14

Sananda 19-20 Graphitti Anandaloke BS world Better Photography

Mostly followed Magazines:



26%

74%

Movie hall visiting behaviour:

Yes No

42%

58%

e-Mail using behaviour:

Yes No

0

5

10

15

20

25

30

35

40

Yahoo Gmail Rediffmail AOL

Mostly used e-Mails:



o Credible information source:

68% peoples believe TV to be the credible source of information about henna. Whereas

26% thinks News papers & magazines are more effective. 4% peoples think Radio is the

most credible source of information about henna. According to the rest 2% peoples,

website can be the most credible source of information about henna.

40%

60%

Social site using behaviour:

Yes No

0

5

10

15

20

25

30

35

Orkut Facebook Twitter

Mostly surfed social sites:

68%4%

26%

2%

TV Radio News paper & magazines Web sites



Highlights of the Consumer survey

1. Among the users of henna, 43% are of SEC A1 and 31% are of SEC A2.

2. 49% of the users apply henna twice a month.

3. The main purpose of using henna of 43% peoples is conditioning.

4. The major portion of the users i.e. 39% of them is using Godrej Nupur Henna.

5. 78% peoples purchasing it from the specialized cosmetic stores.

6. The 100gms pack is the mostly selling SKU.

7. “Henna which does better conditioning”-this statement is voted as most important by

67% peoples.

8. 96% peoples are using henna at home. Only 4% of them go to beauty parlor or salon.

9. 37% peoples use 1/4th

of a full sachet for a single application.

10. 80% peoples mix tea with henna.

11. “Less dryness” is the most expected quality of the users of henna.

12. Henna is commonly accepted as “Natural” by 51% of the users and 64% of the non

users.

13. 68% users and 68% of the non users believe TV to be the credible source of

information about henna.

14. Only 8% of the non users have tried henna. The rest 92% haven‟t tried ever.

15. Among the non users, who have tried henna, 40% of then stopped as they found it

difficult to apply.

16. Peoples who haven‟t used henna ever, 51% of them perceive the same.

17. 28% of the people, who are using hair colors and other products, are willing to use

henna if their expected qualities are there.



Chapter IV: Recommendations &

Conclusions

4.1 Recommendations

4.2 Conclusions



4.1 Recommendations:

After studying the market for 10weeks in an extensive manner regarding

particular objective, certain scenarios of the market of Henna has come forward.

Depending on these observations I would like to suggest some strategies which might

give a fuel to the campaign. Here is the proposed Marketing Mix for the Henna

depending on a few parameters:-

PRODUCT

Rational benefit:

It is clear so far that the main purpose of using henna for the majority of people is

„Conditioning‟. While choosing henna they will be seeking for henna which does better

conditioning. So, if the product is put forward as the Natural Conditioner with Better

Conditioning Power, which would draw the attention of the customer effectively.

Product Concept:

80% users use to mix tea with henna. They also add coffee, lemon, curd etc. which all

are having good conditioning power. If these ingredients come with the product, that

would increase the conditioning power. And it will be an added benefit to the customers

as they don‟t need to mix it separately.

Majority of the non users don‟t use henna or have stopped using as it seems to

difficult to apply to them. Keeping this problem in mind, if a concept of ready to use

henna can be thought, that might be fruitful according to my view.

Size of the SKUs:

The medium sized packs are being sold more than the larger size packs of henna. The

packs sized between 70gm to 200gm are the most selling packs. So, emphasize should be

more on these smaller sized packs.

PRICE

Pricing:

The maximum selling brand of Henna is Godrej Nupur Henna which provides 13%

retailer margin. If the retailer margin of our product is made higher than 13%, they

retailers will push the product as they will be earning more profits.

PROMOTION

Display:

Not a single piece of any kind of display supporting materials for henna has been seen in

the market. It will effectively draw the attention of the customers if we approach with

attractive danglers, posters etc.



PROMOTION [Cntd.]

Marketing communication:

Being a new launch, the main objectives should be inducing product trials free samples

distribution & secure distribution in the retail outlets.

Advertisement Media Planning:

68% users and 68% of the non users believe TV to be the credible source of information

about henna. So, television cable & satellite channels are probably the most effective

media to place an advertisement. The most viewed C&S channels are Star Ananda,

Sony, Star Jalsha, Colors, Zee cinema etc.

PLACE

It has been seen that 96% of the users of henna does apply it in home & only 4% peoples

are going to beauty parlor or salon to apply it. So, emphasis should be more on assuring

sufficient supply to various retail outlets rather than targeting beauty parlors as the

wholesale customers.

Among the peoples who buy henna for themselves, 78% buys from cosmetic

store, 20% buys from grocery & 2% buys from departmental stores. The off take is

maximum at the specialized cosmetic stores. For assuring positive inventory always in

these places, there must be healthy distribution channels taking care of the specialized

cosmetic stores of the major markets.



4.2 Conclusions:

Henna is a commonly used hair care products in India. Now-a-days peoples

are becoming more concerned about their health. In that case, they are avoiding using

chemical cosmetic products. This can be a very wide growth area for the FMCGs.

After the study of henna markets for 10weeks I can say that there is a vast

need of henna among the users & non users too. The need gap among the consumers is

to have a natural conditioner which will not turn the hair dry. Although the peoples are

using different brands of henna regularly but the need gap is still not fulfilled. Hope this

would be the child of Emami who will come with an evolution.

Good luck for Emami Limited.



Appendix

Questionnaire for consumer

survey

Project Proposal

Report of the competitor’s

package analysis

Socio Economic Classification

[Urban] Grid



Appendix:

Questionnaire of the consumer survey:

Dear Sir/Madam, I am Diptendu Chakraborty, currently pursuing MBA from Sikkim Manipal Institute of Technology, Sikkim. I’m

doing a market research project for which I need your help. I would be grateful if you kindly spare a few minutes for this. I ensure you that your response will be used only for the purpose of the study and the secrecy of individual responses will be maintained. Name: ____________________________________________________ Location: _____________________________

Age: _______________________ ___, Marital Status: Single, Married Gender: Male,

Female

Educational Qualification (R – Respondent, M.E. – Main earner of the family) R M.E.

Till HSC

Graduate

Post Graduate

Others ____________________________________________________________________________.

Occupation (R – Respondent, M.E. – Main earner of the family) R M.E. R M.E.

Salaried Pvt. Middle Level Exec Salaried Middle Level Government Employee

Salaried Pvt. Senior Level Exec Salaried Senior Level Government Employee

Industrialist/ Businessman Self Employed Professional

Student House wife

Monthly income (R – Respondent, M.E. – Main earner of the family) R M.E. R M.E.

Below Rs. 10,000 Rs. 10,000 to Rs. 25,000

Above Rs. 25,000 Not earning at present.

Which all from the following do you own? Please mention along with the brands.

Mobile Blackberry, i-Phone, Nokia, Samsung,HTC, LG, Others____________.

MP3 player Apple i-Pod, Sony, Trancsend, Philips, Others________________________________.

Camera Canon, Sony, Nikon, Lumix, Kodak, Fuji, Others___________________.

Laptop Sony, Dell, HP/Compaq, Apple, Lenovo, Acer, Others__________.

PC Branded, Assembled

1. Do you visit a salon/beauty parlour? Yes, I do, No, I don’t.

For what purpose do you go there?

Hair coloring Twice a month, Once a month, Once in two months, Others_________.

Hair cut Twice a month, Once a month, Once in two months, Others_________.

Applying Henna Twice a month, Once a month, Once in two months, Others_________.

Hair straightening Twice a month, Once a month, Once in two months, Others_________.

Hair perming Twice a month, Once a month, Once in two months, Others_________.

Hair massages Twice a month, Once a month, Once in two months, Others_________.

Others____________ Twice a month, Once a month, Once in two months, Others_________.

Do you carry your own products there?

Yes, I do, For a few purpose, Please mention_____________________________________________.

No, I don’t carry.

2. Do you use henna?

Yes, I do, No, I don’t, I’ve stopped using.



If you are a user, kindly answer question no.3 to 24 & question no. 33 onwards If you are not a user of henna [who doesn’t use & stopped using as well], kindly answer question no. 25 onwards

3. How often do you apply henna?


Occasionally, kindly mention _______________________________________________________________.

4. How was your hair when you started using henna?

Black, A few grey hairs, Grey

5. For how long have you been using Henna? _________________________________________________________________________________________.

6. Which/what of these have influenced you the most to use henna for the first time? [Mention the flow]

Friends & Relatives, Beauty Consultant, TV Commercials, Print Advertisement, Film Stars, TV

Celebrities, Brand Ambassador, Others, Please mention________________________________________.

7. Why had you started using henna? Please rank the statements according to the importance.

For covering Grey hair For nourishing the hair

For conditioning For promoting hair growth

For coloring For dandruff problem

Was not interested to use chemical products To change the look

Others, Mention _________________________________________________________________________.

8. Why are you using henna at present? Please rank the statements according to the importance.




Not interested to use chemical products

Others, Mention _________________________________________________________________________.

9. Which brand had you started with? Which brand are you using now? [If same write ‘Same’ against ‘Present’] Past: ______________________________ __ Present: ____________________________________.

10. Why had you discontinued the previous brand? [Skip if you are using the same brand]

It used to make the hair dry Shade wasn’t that much good Shade doesn’t lasts for so long

Just to try a new brand It was costly

If Others, Kindly mention __________________________________________________________________.

11. How did you come to know about the brands? Please mention for the previous [P] & current [C]. P C P C

TV Commercials Print advertisements

Beauty consultants Friends & relatives

Web-sites Others, Mention ________________________________________.

12. Where do you purchase your henna from?

Departmental stores, Cosmetic stores, Grocery shops,

I don’t buy it for me, If others, please specify_____________________________________________.

13. Do you purchase from a same place every time?

Yes, No.

14. How many packs of henna do you purchase at a time?

I take a single pack of ____ gms, I generally take ___ packs of ____ gms at a time.



15. What would you prefer while selecting henna? Kindly put the rank from 1 to 5 where, 1: Not at all important, 2: Very less important, 3. Somewhat important, 4. Quite Important, 5. Very important.

Henna which gives good color Henna which does better conditioning

Henna which is available with various shades Henna which is easier to apply

Henna which is less priced Henna having a good brand name

Henna having a good packaging Henna which comes with free accessories

If others, kindly mention ___________________________________________________________________.

16. How much do you spend/ready to spend for Henna in a month? __________________________________________________________________________________________.

17. How did you use to apply henna previously [P]? How do you apply currently [C]?[choose from both the groups] P C P C P C

House self application House someone else applied/applies Parlor

Full head Touch up

18. Why have you changed your method of application? [Mention for both the groups][Skip if you are following the same method]

_______________________________________________________________________________________.

_______________________________________________________________________________________.

19. What is the quantity do you use for a single application of Henna?

A full sachet of ___ gms. Half, 1/3rd

, 1/4

th of a ___ gms pack.

20. Which all natural conditioners do you apply generally? Do you mix it with henna? [U: Use individually, M: Mix with henna] [You can choose multiple options & both the purpose for a single item] U M U M U M

Coffee Lemon Nothing

Tea Honey Others, Mention_________________________________________.

Curd Egg

21. What accessories do you/you beautician use for applying henna? [You can choose multiple options]

Applicator brush Vessel Shower cap Gloves

Clothes to cover skin Others, mention__________________________________________________.

22. In which ratio do you mix henna with water?[Henna: Water] _________________________________________________________________________________________.

23. For how long do you keep the mixture before applying?

2hours 4hours One night Others, Mention___________________________.

24. For how long it is kept after applying it on your head?

1hours 2hours 3hours Others, Mention _____________________.

25. What all do you use after applying Henna?

Shampoo Conditioner Oil Livon Hair cream

Gel Natural hair packs Other,

Mention______________________.

26. Have you ever tried Henna?

Yes No

27. What purpose you had tried for?




Was not interested to use chemical products To change the look

To experiment with hair Others,

mention_____________________________.

28. Why have you stopped?/Why you are not using henna?

It makes the hair dry Difficult to apply Doesn’t give instant result

It’s a oldie process Others, Mention__________________________________________________.



29. What do you use for the purpose of Question no 27?

Hair Color Hair dye Natural Hair Packs Hair Spa

Conditioner Livon Hair oil Others,

Mention______________.

30. How much do you spend/ready to spend for this purpose in one month? __________________________________________________________________________________________

.

31. What are the main three qualities that you want to be added to the product you are using? 1. _________________________________________________________________________________. 2. _________________________________________________________________________________. 3. _________________________________________________________________________________.

32. If a henna comes with these qualities, would you go for that?

Yes Will think of it No

33. What all are the brands of henna you are aware of? Kindly rank as per your preference.

34. If your brand of henna was a girl, what would her personality be?

Beautifying

Natural

Pure

Harmless

Traditional

Trendy

Oldie

35. On an average, how many hours a day/week do you spend with the followings & kindly name a few TV shows, magazines that you follow.

Hours/Day or Hours/Wk. Favorites

TV C&S

TV DD

FM

Newspaper

Magazines

Movie halls

e-Mail

Social networking sites

Any other sites

36. Which of the followings do you believe as a credible source of information for henna?

TV Radio News papers & magazines Web sites

N

a

m

e

R

a

n

k



Project proposal:

Business Objective:

To conduct usage & attitude analysis for Natural Henna among the users & non users.

Marketing Objective:

To do a comprehensive consumer as well as retail analysis of the consumer behavior & the

henna market in Kolkata & Asansol.

Identifying the product positioning parameters of the different existing brands & new players

of henna from online data source.

Information areas:

Need Mapping

Triggers & Barriers

Category Mapping

o Usage

o Attitude

o Perception

Brand Mapping

o Perception of different brands

Research Methodology:

Secondary Research:

o Expert interviews:

30 retail outlets covering all the major markets of Kolkata.

15 salons of Kolkata.

o Internet

Primary Research:

o Qualitative Research

Group discussion.

Category:

Users of Henna [Below 30yrs of age]

[5 peoples]

Non-users of Henna [Below 30yrs of age]

[6 peoples]

Direct Interviews:

Category:

Users of henna [Above 30yrs of age]

[2 peoples]

Non-users of Henna [Above 30yrs of age]

[2 peoples]



o Quantitative Research

Direct Interview through questionnaire

Sample Size:

Consumer Survey:

o 240 consumers.


15-30yrs Male 30 30 60

Female 30 30 60

30-50yrs Male 30 30 60

Female 30 30 60

Total 120 120 240

Retailer Survey:

o 30 retail shops covering the major markets of Kolkata.

Salon survey:

o 15 salons of Kolkata.

Deadlines:

Activities Dates No. of days

Date of joining 24th May’10 12 days

Proposal Sanction 5th June’10

Questionnaire Preparation, Questionnaire Sanction

6th June’10 to 10th June’10 5 days

Market Survey & Data Collection, Review of the Collected Data & Recollection

11th June’10 to 21st July’10 35 days

Data Analysis, Preparation of Report, Presentation

22nd July’10 to 31st July’10 10 days

Total: 24th May 2010 to 31st July 2010 62days [Excluding off days ]

…………………………………………..…………………………………………………………………………….

Prepared by: Diptendu Chakraborty Checked by: Ms. Manpreet Kaur Approved By: Mr. C. Seshagiri Marketing Intern, Emami Ltd. Brand Exec. Emami Ltd. Brand Manager, Emami Ltd. ________________________________________



Report of the competitor package analysis:

Shehnaz Forever Henna Precious Herb Mix

Manufacturer: Shehnaz Ayurvedics, Dehradoon

Ingredient Story

Powerful blend of henna & other herbs.

Benefit Story

Hair conditioning Hair strengthening Preventing Dandruff Preventing hair fall Providing color & sheen Making the hair healthy “THIS IS AN AYURVEDIC MEDICINE & NOT COSMETIC” “PROFFESIONAL POWER PACK”

Route

It is a green colored pouch containing henna powder Weight & Price: 100gms-Rs. 80.00, 200gms-Rs. 150.00 There are different packs for self use & commercial use i.e. in saloon.

Accreditation

It’s having a hall mark to mark it as genuine It’s conveying the completion of its 35 years of production.

Godrez Nupur Mehandi

Manufacturer: M/s. Progression Industries Pvt. Ltd. under license from Godrez Consumer Products

Ingredient Story

“100% Natural Mehandi”

“Goodness of 9 Herbs” namely:- Amla Brahmi Bhringraj Shikakai Aloe Vera Methi Neem Hibiscus

Benefit Story

“Shiny & Silky hair” Hair conditioning Promotes growth of the hair



Coloring hair Darkens the hair Makes the hair black & luxuriant Can be used in hand & feet for decoration purpose also.

Route

It is a green colored pouch labeled in different languages like Hindi, Urdu and English etc. Weight & Price: 18gms-Rs. 5.00, 60gms-Rs. 18.00, 80gms-Rs. 12.00, 150gms-Rs. 35.00

Neha Herbal Mehandi

Manufacturer: Vedica Herbals under license from Neha Enterprise.

Ingredient Story

No chemical or dye [PPD] has been used

Several herbs used namely:- Henna Harad Bahera Amla Brahmi Bhringraj Shikakai Coffee Kattha

Benefit Story

“Natural coloring with natural goodness” Makes the hair soft Makes the hair shinning Makes it thick Prevents from hair falling & dandruff

Route

It is a green colored hard pouch labeled in Hindi and English etc. Weight & Price: 70gms-Rs. 15.00, 175gms-Rs. 35.00

Caution

Best before 24months from the mfg. date Should be kept in a cool & dry place

Akansha Keshrang Henna

Manufacturer: Akansha Hair & Skin Care Herbal Unit [P] Ltd.

Ingredient Story

Several herbs used like:-



Mehandi Gayatri Shyamparni Jaba

Benefit Story

Ayurvedic medicine Colors the hair Conditioning

Route

It is a brown colored hard pouch Weight & Price: 100gms-Rs. 30.00, 200gms-Rs. 55.00

Accreditation

It is having a hall mark

Caution

Advised to use externally only

*Using of Keshasathi shampoo has been promoted.

Ayur Henna

Manufacturer: Pearls & Beauty & it is a registered trademark of THREE-N-PRODUCTS PVT. LTD.

Ingredient Story

Made of herbal ingredients

“New extra rich natural”

It is made of the materials of rajasthan.

Benefit Story

Gives dark brown color.

Route

It is a green colored package with traditional rajasthani design. Methods of use separately for hand, feet & hair is given. Labeled in both English & Hindi. Weight & Price: 100gms-Rs. 25.00, 200gms-Rs. 40.00

Caution

Best before 36/48months from the mfg. date



Herby Herbal Henna Plus

Manufacturer: Herby International [P] Ltd.

Ingredient Story

“No chemicals or additives used” It is handpicked henna powder.

Benefit Story

Rare high quality henna powder Promotes hair growth Conditioning

Preventing hair loss

Route

It is a green colored pouch Weight & Price: 100gms-Rs. 25.00, 200gms-Rs. 40.00

Accreditation

It is having a hall mark

Caution

Best before 36 months of packaging VLCC Hair Shine Auyrvedic Henna

Manufacturer: Herbal Henna Export House & Marketed by VLCC personal care ltd.

Ingredient Story

Enriched with natural proteins, Vitamin C & E, Margosa, Indian Gooseberry

Benefit Story

Focus on emotional benefits like- o Symbol of passion & love o Harbinger of wealth & prosperity. o Warder off of unhealthy influences.

Promotes hair growth Gives shine & luster

Darkens hair color.

Provides natural conditioning

It is named as “Mask root powder”

Fights with scalp infection

Preventing hair loss



Route

It is a white & sap green colored pouch with attractive design Weight & Price: 100gms-Rs. 60.00

Caution

Best before 36 months of mfg. date Mayuri Henna

Manufacturer: Mayuri Henna Herbals [P] Ltd.

Ingredient Story

Contains ayurvedic conditioners Several herbs used namely:-

Henna Amla Bhringraj Shikakai Tulsi

Benefit Story

“Premium quality henna powder” Comes in the color of natural black & brown Fights dandruff

Gives the hair uniform & lasting color.

Makes them silky

Makes them soft

Doesn’t cause any side effects

Route

It is a green colored pouch It is printed with the graphical presentation of the method of use Weight & Price: 30gms-Rs. 15.00

Caution

Best before 6 months from the date of packaging & should be kept in a cool & dry place Jovees Henna & Brahmi Herbal Mehandi

Manufacturer: JR Herbal Care

Ingredient Story

Contains HN factor Contains natural protein & precious herbs. Several herbs used namely:-

Henna



Amla Brahmi Margosa Anar bank

Benefit Story

“Extra Conditioning” “Stay beautiful, Naturally” Strengthening hair roots

Increase the volume, body & luster of the hair

Improves the condition of dull, lifeless hair

Shower cap & gloves are provided with the product

Route

It is packed inside a round shaped plastic case with attractive labeling in English Weight & Price: 150gms-Rs. 160.00

Caution

Best before three years from the mfg. date. Naturoma Herbal Henna Herb Mix

Manufacturer: Naturepro Biotecare Inc.

Ingredient Story

Contains handpicked high quality henna powder Contains amla, shikakai, bhringraj, jatamanshi etc. Contains Conditioner

Benefit Story

Promotes hair Growth Conditioning & preventing hair loss

Route

It comes in a green colored sachet Weigh & Price: 100gms-Rs. 22.00

Prakash Mehendi

Manufacturer: Prakash Spices Pvt. Ltd.

Benefit Story

Intended for use in hands & feet for decoration



Route

It’s a colorful sachet. It’s labeled in 7 regional languages Weigh & Price: 50gms-Rs. 7.00

Welfare activities

Promotes “Keep your city clean”.



SOCIO ECONOMIC CLASSIFICATION [URBAN] GRID:

Occupation Illiterate

School up to 4yrs/

literate but no formal

schooling

School 5-9

years SSC/HSC

Some college but no

graduate

Graduate/Post graduate- General

Graduate/ Post

graduate- Professional

Unskilled Workers

E2 E2 E1 D D D D

Skilled Workers

E2 E1 D C C B2 B2

Petty Traders

E2 D D C C B2 B2

Shop Owners D D C B2 B1 A2 A2

B’Men/Indst. With

employees: 0 D C B2 B1 A2 A2 A1

1 to 9 C B2 B2 B1 A2 A1 A1

10+ B1 B1 A2 A2 A1 A1 A1

Self employed

professionals D D D B2 B1 A2 A1

Clerical/ Salesman

D D D D B2 B1 B1

Supervisory Level

D D D D B2 B1 A2

Officers/ Executive-

Juniors C C C B2 B1 A2 A2

Officers/ Executives-

Middle/ Senior

B1 B1 B1 B1 A2 A1 A1



Bibliography:

IRS data for the category Natural Henna for the period Jan-Dec 2010

www.emamiltd.in

www.ayurharbal.com

www.godreznupur.com

www.hennapage.com

http://www.emamiltd.in/

http://www.ayurharbal.com/

http://www.godreznupur.com/

http://www.hennapage.com/

U&A Study for Henna_Emami Ltd.

Documents

Transcript of U&A Study for Henna_Emami Ltd.