PROJECT REPORT ON “CUSTOMER SAT S ATISFA ISFACTION CTION WITH RESPECT TO HEAD AND SHOULDER” Submitted In Partia !u!iment !"r t#e re$uirement re$uirement "!
%ACHELOR&S OF %USINESS ADMINISTRATION '()*+,()*-.
Submitted t"/
Submitted b0
Dr %#a1na %#atna2ar
Pri0en S#a0an
'Pr"3e4t 5uide.
Enr"ment N"/)678)9)*-*+
NEW DELHI INSTITUTE OF MANA5EMENT 9*: Tu2#a;abad In
AC=NOWLED5EMENT
A work is never a work of an individua individual.l. I owe a sense of a gratitude to the intelligence and co operation of those people who had be so easy to let me understand what I need from time to time for completion of this exclusive project.
I am greatly thank you to my faculty Dr Bhawna Bhatnagar (faculty at DI!" for her constant guidance# advice and help help which enable me to finish this project report on time.
I express my sincere thanks to all faculty members and students of ew Delhi Institute of !anagement# for their generous help in various ways for the completion of this project on time.
$ast but not the least I would like to thank %od for his blessings. &ithout him I could not have completed the project and thanks to them who are internally and externally involved in the project.
'riyen halyan
2
CERTIFICATE
)his )his to cert certif ifyy that that the the proje project ct en enti titl tled ed *'ro *'roje ject ct repo report rt on +u +ust stom omer er satisfaction with respect to ,ead and shoulder shampoo- submitted by 'riyen halyan # student of Bachelor of Business Administration (BBA" (I.'. /niversity" is a record of work done under my supervision.
)his is also to certify that this report is a original project submitted as a part of the curriculum and no unfair means like copying have been used for its completion. All All references have been duly acknowledged.
'lace0 ew Delhi
Dr.Bhawna Dr.Bhawna Bhatanagar
Date0
3
Tabe "! C"ntent<
Acknowledgement +ertificate )able of +ontents
+,A')23 4. +,A')23 )I)$2 Introduction to the study
Ii iii iv1v 'A%2 4.
5.5 Brief overview of study 5
5.6 4bjectives of the study
:1;
5.7 cope 8 significance of the study 5.9 $imitations of the study 3esearch !ethodology 6.5 3esearch design 6.6 Descriptive research 6
6.7 /niverse
?155
6.9 ample si
Data collection 6.: presentation tools used Industry overview 7 9
7.5 )rends
5616@
7.6 !ajor 'layers and their respective market +ompany 'rofile 9.5 ,istory 9.6 ision# !ission and 4bjectives 9.7 4rgani
4
6519;
9.> marketing strategies for customer satisfaction )heoretical 'erspective
>
9?1>5
indings and analysis :.5 general findings
:
>61:7
:.6 findings based on =uestionnaire responses +onclusions And 3ecommendations ;
;.5 +onclusions
:91:>
;.6 uggestions Annexure
::1:?
Bibliography ample Cuestionnaire
CHAPTER/,* 5
INTRODUCTION OF THE STUD> *?*
%RIEF O@ER@IEW OF STUD>
)he idea for ,ead 8 houlders dates back to about 5>@ when 'rocter 8 %amble research determined that consumers were not completely satisfied with the then existing anti1dandruff shampoos. After 5@ years of research# '8% scientists found an new and effective ingredient against dandruff that that really workedE'yrithione Finc. In 5:@# '8% tested the product and by the spring of 5:5# the shampoo was given its name# ,ead 8 houlders# and 'rocter 8 %amble started to work on the packaging# displays# advertising# and marketing programs. ,ead 8 houlders was introduced to the public with the original product# which was a blue1green cream shampoo in a white glass jar and was *clinically proven to reduce dandruff.- 4ver the last >@ years# ,ead 8 houlders has significantly evolved offering a variety of shampoos and conditioners to meet consumersG hair and scalp needs ,ead 8 houlders is working hard to dispel the myth that dandruff is only visible flakes. )he truth is that flakes# one sign of an unhealthy scalp# are a result of the bodyGs natural reaction to !alasse
6
*?( O%JECTI@ES OF THE STUD>
4bjective of my project is to comprehensively research on one of the most successful sub brand of head and shoulders •
• • • • • •
)o know whether the consumers are satisfied with product ,ead 8shoulders or not )o know the various factors affecting the choice of )o study about the various factors influencing the customers )o study the current Indian market for hampoos. )o analy
*? SCOPE B SI5NIFICANCE OF THE STUD>
7
As more and more brands work to connect with their customers and employees# there is an inevitable need to establish significance or meaning in what we are doing and sellingwhat is significant to one person may not be so for someone else. ignificance and meaningfulness is personal and subjectiveH at least# to a degree. )hat is to say that there are some things that are contextually important# but in the bigger scheme of things# may have little importance whatsoever# as in the case of the shampoo bottle above. But# is there something as honorable as true significance that is absolute and universal
*?+ LIMITATIONS OF THE STUD>
)he following are the limitations of the study0 • •
)he sample si
CHAPTER/,( 8
RESEARCH METHODOLO5> 3esearch methodology is considered as the nerve of the project. &ithout a proper well1organi
(?* RESEARCH DESI5N /
3esearch design is important primarily because of the increased complexity in the market as well as marketing approaches available to the researchers. In fact# it is the key to the evolution of successful marketing strategies and programmers. It is an important tool to study buyerGs behavior# consumption pattern# brand loyalty and focus market changes. A research design specifies the methods and procedures for conducting a particular study. According to Jerlinger# *3esearch Design is a plan# conceptual structure# and strategy of investigation conceived as to ob ta in answers to research =uestions and to control variance.
(?( DESCRIPTI@E RESEARCH 9
)he type of research adopted for study is descriptive. Descriptive st u d i e s a r e u nd er ta ke n in m an y c ir cu ms ta nc es w he n th e r es ea rc he s i s interested to know the characteristic of certain group such as age# sex# education level# occupation or i nc om e. A d e s c r ip t i v e s t u d y m a y b e n e c e s sa r y i n c a s e s w h e n a r e s e ar c h e r i s interested in knowing the proportion of people in a given population who have in p a r t i c u l a r m a n n e r # m a k i n g p r o j e c t i o n s o f a c e r t a i n t h i n g # o r d e t e r miningthe relationship between two or more variables. )h e ob je ct iv e of su ch st ud y is to answer the *who# what# when# where and how- of the subject under investigation. )here is a general feeling that descriptive studies are factual and very simple. )his is not necessarily true. Descriptive study can be complex# demanding a high degree of scientific skill on part of the researcher. Descriptive studies are well structured. An exploratory study needs to be flexible in its approach# but a descriptive study in contrast tends to be rigid and its approach ca nn ot be changed every now and then. It is therefore necessary# the researcher give sufficient thought to framing research.
(? UNI@ERSE OF THE STUD> 0
)he field study which was conducted to analy
10
(?+ SAMPLE SIE AND SAMPLIN5 TECHNIUE/
)he number of items selected from the universe to respect the universe is called si
After the research problem# we have to identify and select which type of data is to research. At this stageK we have to organi
11
Primar0 data Data used to this report is mainly primary data which are collected first
hand by survey in the field. )he data is primary data collected through face to face interview. )he primary data includes the information collected from the Stru4tured $ue
)o c ol le ct f ir st h an d p ri ma ry d at a a
=uestionnaire was prepared in the following way0
C"
!ultiple choice =uestions 3ating scale
Se4"ndar0 data 0 ew sp ape r# ma ga
(?9 PRESENTATION TOOLS USED 0
Analysis0 for analysis percentage. 'resentation0 for presentation graphs# pie chart and cash flow charts were used.
12
CHAPTER INDUSTR> O@ER@IEW
ast1moving consumer goods (!+%" or consumer packaged goods (+'%" are products that are sold =uickly and at relatively low cost. 2xamples include non1durable goods such as soft drinks# toiletries# over1the1counter drugs# processed foods and many other consumables In contrast# durable goods or major appliances such as kitchen appliances are generally replaced over a period of several years. !+% have a short shelf life# either as a result of high consumer demand or because the product deteriorates rapidly. ome !+%s# such as meat# fruits and vegetables# dairy products# and baked goods# are highly perishable. 4ther goods# such as alcohol# toiletries# pre1packaged foods# soft drinks# and cleaning products# have high turnover rates. )hough the profit margin made on !+% products is relatively small (more so for retailers than the producersLsuppliers"# they are generally sold in large =uantitiesK thus# the cumulative profit on such products can be substantial. !+% is probably the most classic case of low margin and high volume business. ast moving consumer goods (!+%" manufacturing is very much as the name suggests0 high =uality products that fly off the production lines as fast as they fly off supermarket shelves. )ypical products include home cleaning items# personal hygiene goods and foodstuffs# such as crisps and ready meals. !ajor players include companies like hindustan /nilever and '8% which produce a wide portfolio of products# while other companies like &alkers and $G4real tend to focus on single product areas. In !+%# engineers have the vital role of developing and managing manufacturing processes to remove costs and wastage and keep things moving thousands of units of each product can come off a production line every minute. 2ngineers also continually innovate new machines and processes to match the demands made on products by consumers.
13
?* TRENDS
ustainability is the watchword and this expands beyond the industryGs manufacturing processes and facilities. )he current issue is to reduce packaging. Another headline is Mmaintain reliabilityG0 machines have to run consistently for long periods. Automation# robotics and programmable logical controllers are the focus. )he goal is to run Mlights outG operations where machines are set running and left to run with no further human intervention. )he !+% sector in India has witnessed a range of recent developments. )ax deductions on various items# rise in the penetration levels and per capita consumption are some of the major developments in !+%. ?(
FMC5 SECTOR IN INDIA
)he !+% ector in India is the fourth largest sector in the Indian economy. As per the reports of the 6@@>1@: financial years# the market si
and
unorgani
sector
of
consumer
durables.
India offers an abundance of raw materials# low1priced labor costs# and also has a presence across the entire value chain. )he market si. ome product categories such as jams# toothpaste# skin care products# hair care products# etc have experienced a low per capital
consumption
as
per
a
report
presented
in
6@@:.
As per the recent developments in !+% it is assumed that the consumption of the !+% products will have a satisfactorily growth with the rising income level of Indian populace in both the rural and urban areas. Around 6@@ million people are expected to become the consumers of processed and packaged foods by the year 6@5@. )he major activities of the food1processing sector are permitted 5@@N foreign e=uity or 5@@N 3I and 4verseas +orporate Bodies (4+B" investment to meet the rising demand of the consumers. 14
Re4ent Dee"ment< in FMC5 Se4t"r in India 0
inance !inister# !r. '. +hidambaram declared several tax sops for the !+% sector in India along with putting due emphasis on the infrastructure developments in the same. )he usual growth drivers such as penetration# per capita consumption# population# and household income were =uite strong in 6@@; and also the consumption of the !+% products has been increased outstandingly in 6@@;. Biscuits worth G >@ per kilogram are fully exempted from excise duty# customs duty on food processing machineries were reduced from ;.>N to >N# excise duties on food mixes were reduced from 5:N to ?N# and taxes were reduced on edible oils. I)+# Dabur# '8% and !arico were directly benefited from these. )he consumption of health and personal care products in !+% sector has increased in the recent past with rise in disposable income especially among the youth group in India
? MAJOR PLA>ERS AND THEIR RESPECTI@E MAR=ET SHARE
ast !oving +onsumer %oods (!+%" includes a wide variety of products that are used on a regular basis including cosmetics# detergents# shaving items# soap# toiletries and non1 durable products such as batteries# light bulbs# glassware# household electronics etc. !+% industry is one of the fastest growing sectors in the country# as the consumer demand for these products has increased tremendously in the past few years. )hese companies offer a wide range of products ranging from food to beverages and personal care products to home decor. )his post describes about the top 5@ !+% +ompanies in India.
15
*?HINDUSTAN UNILE@ER LIMITED
,industan /nilever $imited (,/$" is an Indian consumer goods company based in !umbai# !aharashtra. It is owned by Anglo1Dutch company /nilever which owns a :;N controlling share in ,/$ as of !arch 6@5> and is the holding company of ,/$. O6P ,/$Qs products include foods# beverages# cleaning agents# personal care products and water purifiers. ,/$ was established in 577 as $ever Brothers and# in 5>:# became known as ,industan $ever $imited# as a result of a merger between $ever Brothers# ,industan anaspati !fg. +o. $td. and /nited )raders $td. It is head=uartered in !umbai# India and employs over 5:#@@@ workers#O6P whilst also indirectly helping to facilitate the employment of over :>#@@@ people.O7P )he company was renamed in Rune 6@@; as S,industan /nilever $imitedS.O9P
ome of the most popular brands of the company include0 F""d/ Jissan ketchup and jams# Annapurna salt and Atta %eera2e
(? PROCTER B 5AM%LE CO?
16
3anked ninth in the list of top 5@ fmcg companies in India is the *'rocter 8 %amble +o. ('8%"-# which is one of the largest ast !oving +onsumer %oods (!+%" companies in India. )his American multinational company was established by &illiam 'rocter and Rames %amble in 5?7; in +incinnati# /A. '8%Gs Indian Division was established in 5:9. ome of the mostpopular brands of the company include0 er<"na 4are r"du4t<0 icks# 4ral1B# &ella# %illette 4eanin2 a2ent<0 )ide# Ariel# Ambipur
7.$432A$
LOra S?A? is
a rench cosmetics company
head=uartered
in +lichy#
,auts1de1
eineO7P with a registered office in 'aris.O9 It is the worldQs largest cosmetics company and has developed activities in the field of cosmetics#
concentrating
on hair
colour # skin care# sun
protection# make
up# perfume and hair care.)he company is active in dermatology# toxicology# tissue engineering# and biopharmaceutical research fields and is the top nanotechnology patent1 holder in the /nited tates. er<"na 4are r"du4t< Ombrelle ,Garnier,Maybelline,NYX Cosmetics 4.Johnson& Johnson
17
Johnson & Johnson is
an American multinational medical devices, pharmaceutical
and consumer packaged goods manufacturer founded in !!"# $ts common stock is a component of the %o& 'ones $ndustrial Average and the company is listed among the (ortune )**# 'ohnson + 'ohnsons brands include numerous household names of medications and first aid supplies# er<"na 4are r"du4t< Neutrogena, Clean + Clear, -and.Aid , 'ohnsons baby products
>./I$223
Unieer is
a Dutch1British transnational consumer goods company co1head=uartered
in 3otterdam# etherlands and $ondon# /nited Jingdom. Its products include food# beverages# cleaning agents and personal care products. It is the worldQs largest consumer goods company measured by 6@56 revenue#.O9P /nilever is the worldQs largest producer of food spreads# such as margarine.O>P /nilever is one of the oldest multinational companies er<"na 4are r"du4t<
)32emmT# !agnum# aseline# Axe
18
MAR=ET SHARE
CHAPTER/,+ 19
HISTOR> +andlemaker &illiam 'rocter and soapmaker Rames %amble# both born in the /nited Jingdom of %reat Britain and Ireland# emigrated from 2ngland and Ireland respectively. )hey settled in +incinnati initially and met when they married sisters# 4livia and 2li?5?># sales reached U5 million. By that point# approximately ?@ employees worked for 'rocter 8 %amble. During the American +ivil &ar # the company won contracts to supply the /nion Army with soap and candles. In addition to the increased profits experienced during the war# the military contracts introduced soldiers from all over the country to 'rocter 8 %ambleQs products. In the 5??@s# 'rocter 8 %amble began to market a new product# an inexpensive soap that floats in water. )he company called the soap Ivory. &illiam Arnett 'rocter# &illiam 'rocterQs grandson# began a profit1sharing program for the companyQs workforce in 5??;. By giving the workers a stake in the company# he correctly assumed that they would be less likely to go on strike. )he company began to build factories in other locations in the /nited tates because the demand for products had outgrown the capacity of the +incinnati facilities. )he companyQs leaders began to diversify its products as well and# in 555# began producing +risco# a shortening made of vegetable oils rather than animal fats. As radio became more popular in the 56@s and 57@s# the company sponsored a number of radio programs. As a result# these shows often became commonly known as Ssoap operasS. )he company moved into other countries# both in terms of manufacturing and product sales# becoming an international corporation with its 57@ ac=uisition of the )homas ,edley +o.# based in ewcastle upon )yne# 2ngland. After this ac=uisition# 'rocter 8 %amble had their /J ,ead=uarters at Q,edley ,ouseQ in ewcastle upon )yne# until =uite recently. umerous new products and brand names were introduced over time# and 'rocter 8 %amble began branching out into new areas. )he company 20
introduced )ide laundry detergent in 59: and 'rell shampoo in 59;. In 5>># 'rocter 8 %amble began selling the first toothpaste to contain fluoride# known as +rest. Branching out once again in 5>;# the company purchased+harmin 'aper !ills and began manufacturing toilet paper and other paper products. 4nce again focusing on laundry# 'rocter 8 %amble began making Downy fabric softener in 5:@ and Bounce fabric softener sheets in 5;6.O;P 4ne of the most revolutionary products to come out on the market was the companyQs 'ampers# first test1marketed in 5:5# the same year 'rocter 8 %amble came out with ,ead 8 houlders.O?P 'rior to this point disposable diapers were not popular# although Rohnson 8 Rohnson had developed a product called +hux. Babies always wore cloth diapers# which were leaky and labor1intensive to wash. 'ampers provided a convenient alternative# albeit at the environmental cost of more waste re=uiring landfilling. 'rocter 8 %amble ac=uired a number of other companies that diversified its product line and significantly increased profits. )hese ac=uisitions included olgers +offee# orwich 2aton 'harmaceuticals (the makers of 'epto1Bismol"# 3ichardson1icks# oxell ( ox '8% announced an ac=uisition of %illette# forming the largest consumer goods company and placing /nilever into second place. )his added brands such as %illette ra. $i=uid 'aper # and %illetteQs stationery division# 'aper !ate were sold to ewell 21
3ubbermaid. In 6@@?# '8% branched into the record business with its sponsorship of )ag 3ecords# as an endorsement for )A% Body pray.O5@P '8%Qs dominance in many categories of consumer products makes its brand management decisions worthy of study.O55P or example# '8%Qs corporate strategists must account for the likelihood of one of their products cannibali# 6@@ the Ireland1based pharmaceutical company&arner +hilcott announced they had bought '8%Qs prescription1drug business for U7.5 billion.O57P '8% exited the food business in 6@56 when it sold its 'ringles snack food business to JelloggQs for U6.;>bn after the U6.7>bn deal with former suitor Diamond oods fell short.O59P )he company had previously sold Rif peanut butter and olgers coffee in separate transactions to muckerQs. 'rocter 8 %amble was a major sponsor of $ondonQs 6@56 4lympic %ames and sponsored 5>@ athletes#O5>P as well as a major sponsor of ochiQs 6@59 &inter 4lympic %ames. It will be a sponsor of the 6@5: ummer 4lympics in 3io# and the 6@5? &inter 4lympics in 'yeongchang# outh Jorea. In !arch 6@5># the company announced it was selling its icks apoteam /.. li=uid inhalant business to ,elen of )roy# part of a brand1restructuring operation. )his deal was the first health1related divestiture under the brand1restructuring operation.O5:P 4n Ruly 6@5># the company announced a merger of 97 of its brands with +oty# a beauty product manufacturer# in a /U57 billion deal. It cited sluggish growth for its beauty division as the reason for the merger .O5;PO5?P
22
COMPAN> PROFILE Pr"4ter B 5ambe C"?#
also known as PB5# is an American multinational consumer
goods company head=uartered in downtown +incinnati# 4hio# /nited tates# founded by &illiam 'rocter and Rames %amble# both from the /nited Jingdom. Its products include cleaning agents# and personal care products. 'rior to the sale of 'ringles to the Jellogg +ompany# its product line included foods and beverages.O7P In 6@59# '8% recorded U?7.5 billion in sales. 4n August 5# 6@59# '8% announced it was streamlining the company# dropping around 5@@ brands and concentrating on the remaining ?@ brands# which produced > percent of the companyQs profits. A.%. $afley# the companyQs chairman# president and +24 until 4ctober 75# 6@5># said the future '8% would be Sa much simpler# much less complex company of leading brands thatQs easier to manage and operateS.O9P David )aylor became '8% +24 and 'resident effective ovember 5. '8% remains a highly selective employer as less than 5N of all applicants are hired annually.O>P
+?( @ISION AND MISSION OF THE COMPAN>
@i
&e will provide branded products and services of superior =uality and value that improve the lives of the worldQs consumers. As a result# consumers will reward us with leadership sales# profit# and value creation# allowing our people# our shareholders# and the communities in which we live and work to prosper.- ' and % also states their goalsK Mi<
23
*&e are determined to be the best at doing what matters most. &e have a healthy dissatisfaction with the status =uo. &e have a healthy dissatisfaction with the status =uo.- )heir strategies correlate with the mission statement and with their goals. 4ne of their main strategies is that ' and % is a very externally focused company. )hese strategies consist of developing superior understanding for the customer and their needsK develop close# mutually productive relationships with our customers and our suppliersK and most important# ' and % are good corporate citi
+?+ OR5ANISATIONAL STRUCTURE
)ypes of organi
imple tructure )he simple structure is a structure in which the owner1manager makes all major decisions and moniVtors all activities while the staff serves as an extension of the managerQs supervisory authority. unctional tructure )he functional structure is a structure consisting of a chief executive officer and a limited corporate staff# with functional line managers in dominant organi
delegates responsibilities for day1to1day operations and business1unit strategy to division managers. 'rocter 8 %amble )he structure of the 'rocter and %amble is multidivisional structure. Because the simple structure is used in a small organi
of improvVing performance. Active monitoring of performance through the !1form increases the likelihood that decisions made by managers heading individual units will be in shareholdersQ best interests.
+?8 PRODUCTS OFFERED Ambi Pur
)hough we strive hard to keep our homes and our cars clean and tidy# the results are rarely satisfactory. 4dours that linger in our homes just before guests arrive# or a persistent stench that never leaves the car# not only adversely affect our mood# but also that of our guests. &ith this in mind# '8% experts have bottled the fragrance of freshness with the new Ambi 'ur range for both homes and cars. Please visit #tt/KK111?re1ardme?inKr"du4t
more information 26
Arie
Introduced in 55# Ariel was the first to bring the Qcompact detergentQ technology# the en
Global Website: 111?arie?4"?u; Dura4e
Duracell batteries have a history of providing dependable power when and where you need it the most. 4ur range of Batteries gives you the right power for all your device needs# providing up to 5@x performance. )he product range in India includes Duracell and Duracell /ltra. Duracell is available in si
%illetteW has been at the heart of menGs grooming for over 5@@ years. 2ach day# more than :@@ million men around the world trust their faces and skin to %illetteGs innovative ra
with Aloe era# %illette kincare acial !oisturi
ince 5>@# ,ead 8 houlders has been at the forefront of scalp and hair science# significantly advancing the treatment of dandruff and scalp problems. Along with professional advice and expert insight we have a wide range of products to care for your scalp and nurture your hair. ,ead 8 houlders is available in ? variants in India including !en ,air 3etain# +omplete +are for Dry calp# Anti ,air fall# mooth 8 ilky# +ool !enthol# +lean 8 Balanced# )hick 8 $ong 8 ilky Black. Global Website: 111?#eadand<#"uder
4lay is a product truly born in love created by %raham &ulff for his wife Dinah in 5>@s to address her frustration with the then thick and waxy beauty creams. )oday# 4lay is one of the most recogni
Anti Aging range includes 4lay 3egenerist# 4lay )otal 2ffects# and 4lay Age 'rotect. )he 4lay &hitening range includes 4lay &hite 3adiance and 4lay atural &hite. )he Base !oisturi
4ral1B continuously strives to work closely with the dental professionals and deliver high =uality products# which make us leadersY in the U 9.> billion toothbrush category# marketing toothbrushes for children 8 adults# as well as inter1dental products such as Dental loss. In India# 4ral1B has an innovative range of toothbrushes including +rossAction 'ro1health ; Benefits# +rossAction 'ro1health uperior +lean and Advantage ensitive toothbrush. 4ral1BG floss range includes /ltra loss 8 2ssential loss. YBased on global value market share for Rune1Ruly 6@@:1@;# global ielson Audit Global Website: 111?"rabr"!e<
As a result of constant research and innovation in understanding the needs of babies at various stages of development# 'ampers Active Baby has been voted as the best diaper by Indian moms with the guarantee of superior dryness for an uninterrupted sleep of 56 hours. 'ampers has an answer for all your needs with its innovative product range that 30
includes 'ampers# 'ampers Active Baby# 'ampers Active Baby 'ants# all designed especially for providing a night of %olden leep for the baby. India Website: 111?in?amer
)he ew 'antene Amino 'ro1 +omplex range of shampoo 8 conditioner comes in three variants suited for individual needs 1 'antene ourished hine# 'antene ,air all +ontrol 8 'antene mooth 8 ilky. 2nriched with the goodness of pro1vitamins and three essential aminos# 'antene restores your hair with its lost beauty while making your hair ten times stronger. Global Website: 111?antene?4"m
31
Tide
)ide is the &orldGs 4ldest 8 !ost )rusted Detergent brand and is the !arket $eader in 67 +ountries around the world. $aunched in India in mid16@@@# )ide provides M4utstanding &hitenessG on white clothes 8 excellent cleaning on coloured clothes as well. )ideGs abric &hitening Agents clean clothes without bleaching or removing colour from a garment. )he )ide range in India includes )ide (Detergent" and )ide (Bar with &hiteons". )ide aturals was launched in India in December 6@@. 'acked with the benefits of lemon and chandan, it provides great cleaning while keeping the hands soft. Global Website: #tt/KK111?tide?4"m @i4;<
icks has long been invested in the science and research of respiratory health and through that dedication has developed a wide range of therapeutic products that offer effective 32
relief for all the major signs and symptoms of the common cold# flu and sinus pain and pressure. )he icks product range in India includes icks +ough drops# icks aporub# icks Inhaler# icks apocool# and icks Action >@@ 2xtra. Global Website: #tt/KK111?i4;
W#i<er
&hisper understands that weQre each very different# and offers a wide range of sanitary napkins to suit every girl or womanQs needs. &ith the right menstrual pad# you could take the first step to having a ,appy 'eriod. &hisper has a wide range of products in India which includes &hisper /ltra 3egular &ings#&hisper /ltra Z$ &ings# &hisper /ltra ,eavy low 4vernights &ings# &hisper !axi 3egular# &hisper !axi Z$ &ings# &hisper +hoice 3egular# &hisper +hoice &ings and &hisper +hoice /ltra &ings. Website: bein22ir?4"?in Wea
&ella Jolestint with it deep# long lasting colour has mesmeri
Jolestint packs are available in 56 vibrant shades in beauty stores across India. 2ach pack comes with a complete hair colour kit to give deep# long lasting colour. India Website: 111?1eaindia?inK
+?9 CUSTOMER SATISFACTION
+ustomer satisfaction# in its simplest form# is the relationship of perceived performance to expectation. It is anticipated that higher satisfaction levels increase customer loyalty# reduce price elasticities# insulate market share from competitors# lower transaction costs# reduce failure costs and the costs of attracting new customers and improve the firmGs reputation. atisfied customers lead to long term business viability through repeat purchases# brand loyalty and word1of1mouth referrals. atisfaction relates to the entire purchase experience and not just to post use reflection. )herefore# attention needs to be given to ensuring that all stages of the purchase experience result in positive satisfaction. It can be expected that early dissatisfaction can result in a negative intention to purchase. atisfaction and dissatisfaction will exist in varying degrees# therefore highly satisfied customers can be expected to display much higher levels of repeat buyer intention and a higher level of positive referrals. )hose customers who are only satisfied or neutral are unlikely to provide strong referrals and their repeat buying intentions will be significantly lower. At both extremes# highly satisfied and highly dissatisfied# these customers will have a multiplier effect on outcomes. )hey are much more likely to be vocal about their experiences and impact on many potential purchasers either negatively or positively. 34
atisfaction and dissatisfaction can coexist for the same purchase experience. I can be dissatisfied with the information available on the product and the service I received and yet be delighted by the product in use. !y dissatisfaction may lead me to tell others of the poor information and service while still saying how good the product is. atisfaction can change over time depending on subse=uent personal experience with the original and alternative products and with the reported experience of others. 'ositive or negative comments from reference groups such as family or friends may also affect post purchase satisfaction. )he intensity of satisfaction or dissatisfaction may change over time# often depending on the original intensity of the emotional response around the time of the original purchase experience. atisfaction itself may comprise a number of components# some explicit while others may be implicit. ome basic characteristics of the product or service are taken for grantedK it works# it exists# it is safe to use and so on. )hese are sometimes referred to as hygiene factors. +onsumers only think of these when they are absent and that can lead to serious dissatisfaction. At a more practical level# expressed or anticipated performance is what the consumer expects and it is against this hurdle that satisfaction is normally measured. At a higher level# the surprise or delight in an experience can increase satisfaction but the absence of these experiences will not cause dissatisfaction as they were not anticipated or expected. !easuring satisfaction in service delivery has additional challenges as there is an interaction between service provider and consumer. )here is also an aspect of collective and individual performance as a single service person can skew the outcome through poor performance even if all other staff perform well. 4ne methodology for measuring satisfaction in service delivery uses the following dimensions of service =uality0 Access means approachability and ease of contactK
Communication means informing the customers in an understandable way and
listening to them. It may imply that companies need to use different languages to talk to 35
different customer groups (i.e. professional and private customers" in explaining what the service comprises# how much various service elements and offers cost# and other features of the serviceK Competence means possession of re=uired skills (i.e. organisational and personal" and
knowledge to perform the serviceK Courtesy comprises politeness# respect# friendliness of the service provider personnelK Credibility includes trustworthiness and honestyK Reliability means that the service is performed with high accuracy and thoroughness
every timeK Responsiveness concerns the willingness of employees to provide the service and how
fast the service is providedK Security comprises physical and financial safety and confidentialityK Tangibles include all physical products that are involved in service delivery and even
other customersK Understanding the customer means taking steps to know the customer better# learning
their specific re=uirements# providing individual attention and recognising regular customers.
+?- FUTURE PLANS
)he 'rocter 8 %amble +ompany hosted its 6@59 Analyst !eeting in +incinnati# 4hio on ovember 57. +hairman of the Board# 'resident and +hief 2xecutive 4fficer# A.%. $afley# led a discussion of the strategic choices '8% has made to improve sales growth# profitability and cash productivity while strengthening its business portfolio and 36
organi
ollowing its prior announcement of plans to exit the Duracell business# '8% said it now plans to execute a split transaction# in which it will exchange a recapitali
6@5> pending necessary regulatory approvals. %iscal &ear '()* +utlook
)he company reiterated its organic sales growth and core earnings per share growth guidance ranges for fiscal year 6@5>. '8% continues to expect organic sales growth in the low1to1mid single digit range. et sales growth is expected to be in1line to up low single digits versus the prior fiscal year# including a negative two point impact from foreign exchange. '8% maintained its core earnings per share growth guidance range of mid1single digits# though it noted that foreign exchange impacts skew the company toward the low1end of the guidance range. '8% said it is working to offset currency headwinds with increased productivity1driven cost savings. '8% added that the =uarterly profile of earnings will be heavily influenced by the variation of foreign exchange impacts from period1to1period. )he +ompany expects significant negative sales and earnings impacts from foreign exchange in the 4ctober1 December 6@59 =uarter. '8% noted that core earnings per share estimates for fiscal year 6@5> should be calculated based on restated 6@59 core 2' range of U9.@? to U9.5@# reflecting the BatteriesG exit. All1in %AA' diluted net earnings per share are now expected to be down 56N percent to down 5>N percent versus the prior year# including approximately U@.?7 per share of non1 core charges# primarily from [email protected]@ per share of non1core restructuring charges and U@.:@ of impairment charges# net of tax impacts.
38
CHAPTER 8
HEAD AND SHOULDERS
,ead 8 houlders is worldQs o.5 anti1dandruff shampoo. A power brand from '8% # this brand made its debut in India in 5;. In the highly competitive Indian shampoo market which is estimated to be worth around 3s 5?@@ crore# ,ead8houlders is a major player in the Anti1Dandruff niche. )he entire shampoo market is dominated by ,$$ with a whopping market share of around 9:N.
39
&hen the brand was launched in India# the anti dandruff market was in its nascent stage and dominated by +linic All +lear. )he high profile launch of ,ead 8 houlders fueled the growth of this specialty market. ow anti1dandruff segment constitutes around 5>N of the total shampoo market. &hile some reports suggest that ,ead 8 shoulders lead this segment# there are no exact market share figures available. !y feeling is that +linic All +lear
has
a
lead
over
,ead
8
houlders.
,ead 8 houlders is positioned as a pure play anti1dandruff shampoo and for these 6@ years has stuck to this positioning.&hen the brand was launched# it really gave ,$$ brand +linic a run for its money. )he brand had carried its heritage as worlds largest selling anti1dandruff shampoo and also maintained a good share of voice. )he brand used the !arkonym F') ( Finc 'yrithine"ormula which has anti1fungal properties as its differentiator. But during the 6@@@# +linic All +lear outsmarted ,ead 8 houlders through some very aggressive campaigns. As usual ,$$ banked on high profile celebrities to endorse this brand. hah 3ukh and hahid Japoor and recently Rohn 8 Bipasha made sure that +linic All +lear retain its share of mind. urprisingly during this period# ,ead 8 houlders kept a
low
profile.
It was during 6@@> that ,ead 8 houlders began its aggressive campaign to regain the lost market.)he brand roped in the bubbly 'reity Finta to endorse the brand. 2arlier Ajay Radeja had endorsed the brand.During this period# the brand also extended its positioning from Anti1Dandruff to Soft hair [ dandruff removing S proposition. )he brand also introduced different variants like !enthol# Aloevera# Black# aturally +lean#smooth 8 40
silky
to
increase
the
product
line
depth.
)he brand also changed F') formula to ita problems arising out of dandruff 0 lakes#Irritation#Itchiness#Dryness and 4iliness.)he new extended positioning makes sense in the new consumer environment where customers are looking
more
at
combo
products
rather
than
specialty
products.
Although ,ead 8 houlders has aggressive in the market# it is still lagging behind +linic All +lear in terms of creative campaigns. %lobally# ,ead 8 houlders had come out with some highly creative campaigns which was not replicated in India by the agency.)he brand is now available in a new look and with the aggressive campaigns# the brand hopes to keep its ,ead ,igh
!I$2)42 5:5 In
the
houlders
year
Rohn
launches
.
Jennedy
in
orth
ingredient F') to consumers for the first time
5:
41
becomes
'resident#
America# introducing
,ead
8
the active
)he
first
shampoo
clinical
trial
shows F') is
technology as
as
any
efficient
in dandruff
previous
prescription
anti1dandruff treatment
5;5 ,ead
8
houlders
scientists
organism !alasse
are
first
to
%lobosa and molecules
discover
that
called
both
the
lipids are
needed for dandruff to develop
5;; As
the
first
ever Apple computer
goes
on
sale#
,ead 8 houlders scientists discover the exact structure of theF') molecule using crystal structure analysis
5?5 ,ead 8 houlders launches its first products in !exico and continues expanding into global markets throughout the ?@Gs# including +hina# rance# %ermany# pain and the etherlands
5?>
42
ItGs
the
adapted
year to
the
first
different
,ead
hair
8
houlders
conditions
such
shampoos as oily or
dry hair are introduced to consumers
5@ ,ead
and
houlders
launches
in
many
more
global
markets as the @Qs get going# starting with the0 5@A3ABIA '2I/$A 563/IA 2D23A)I4# 2%X') AD '4$AD 57+34A)IA 5>2)4IA AD 43&AX 5:I$AD 5;IDIA
6@@6 ,ead 8 houlders scientists discover that people with dandruff have significantly more inflamed scalp skin than those witho
6@@> or
the
first
time#
head
8
the three factors needed for the onset of dandruff0 43
shoulders
scientists
present
),2 4I$ 4 X4/3 +A$' +A$$2D 2B/! ),2 43%AI! !A$A2FIA %$4B4A A /+2')IBI$I)X 43 JI 32A+)I4 6@@;
A significant breakthrough comes when ,ead 8 houlders scientists se=uence the !alasse
6@@ In
a
study#
between
,ead
dandruff
8
houlders
and hair
scientists
=uality#
discover
meaning
a
link
that treating
dandruff can also improve the look and feel of the hair
6@55
In
the
year
of
its >@th
anniversary#
head
8
shoulders
is
a
major
presence at the &orld +ongress of Dermatology. ine they
out
of
would
5@
dermatologists
recommend
=uestioned
head
8
anti1dandruff product
44
at
shoulders
the
congress as an
said
effective
Strate2ie<
u
b0
PK5
Head
and
S#"uder
a2ain
4"metit"r<
Parent C"man0
Pr"4ter and 5ambe
Cate2"r0
'ersonal +are brands1 ,aircare
Se4t"r
!+%
Ta2ineK S"2an
Dandruff care for great looking hair
USP
4ne of the strongest contenders in dandruff shampoo market STP
Se2ment
Anti dandruff segment with smooth hair
Tar2et 5r"u
,igher middle class people who are brand conscious# early adaptors and who care about the overall health of their hair
P"
3emoving dandruff and nourishing hair SWOT Ana0
Stren2t#
5. trong inancial position of ' 8 % 6. Brand $oyalty 7. ,igh Cuality 'roducts 45
9. &ell known brand >. Availability of 'roducts in Different i
Wea;ne<<
5.trong competition with clinic all clear 6.$agging behind +linic all clear in terms of creative campaign 7. $ess popularity in rural areas compare to urban areas in India 9.,igher price than other brands makes it less popular with lower income classes 5. ,ave a %reat 4pportunity in ew developing areas of India. 6. +onsumer behavior towards brand loyalty 7. ,igh 3ates of Imported hampoos 9. Increase in the hampoo consumption due to awareness
O"rtunit0
>. ,eavy investment in the research of hampoo
T#reat<
5. ,igh +ompetition in Indian !arket 6. )hreats from new entrants 7. )hreats from plenty other options available to consumers C"metiti"n
5.+linic All +lear 6./nileverGs clear 7.unsilk C"metit"r<
9'antene
46
CHAPTER 9 FINDIN5S AND ANAL>SIS 9?* 5ENERAL FINDIN5S
&4) AA$XI 4 ,2AD AD ,4/$D23
STREN5THES
'8% is consistently ranked as a preferred supplier by leading retailers throughout the industry. &eGre also fre=uently recogni
ew !anagement
•
%ross !argin 5> )imes the Industry Average
•
4ne of the best marketers in the world
•
Diversified brand portfolio0 more than 7@@ brands with more than ; billion in 3evenue
•
)ightly integrated with the largest retailers in the / and around the world
•
+ompany has advanced technology and well skilled professionals. 47
•
•
•
• •
)he ew ,ead and houlders hampoo is a high =uality product in terms of hair protection. )he target market is educated# professionals and belongs to premium and middle class. +ompany +ompany totally totally owned# owned# systemat systematic ic
distri distributi bution on network# network# transpar transparent ent
communication ystem. 'articipative management style. ery e ry good distribution network all over India# in all major and small cities.
LIMITATIONS • • • • • • •
+ompetitor has strong promotional activities. ac tivities. +ustomers are offered better alternatives by the competition. Advertisement flaws1 Devaluation of product 'roductGs =uality loses its values 'oor promotion of free samples o uni=ue identification of product
OPPORTUNITIES • • •
'opulation expanding at a rapid rate. +onsumers are becoming more =uality conscious +urrent capacity utili
•
increase in demand. +ustomer base is increasing with effective marketing. Baby shampoo is another area where '8% can make huge gains. +onditioner and anti1dandruff shampoos are other areas where '8% can ear huge
•
profit. 3ural areas are a large prospective market where they can introduce head and
• •
shoulders.
48
THREATS • • • •
'olitical and 2conomic factors. 'artial %overnment policies. ,igh rate of competition. $ocal and oreign competition
FINDIN5S %ASED ON UESTIONNAIRE
C5" what product do you use for your hair 49
!A$2 :@ 5> 6> 5@@
,A!'44 4A' B4), )4)A$
2!A$2 @ > > 5@@ 5@
90 80 70 60 50
Male
40
female
30 20 10 0 Shampoo
Soap
Both
Interretati"n/
It is mentioned here that @ females females are using shampoo shampoo to wash hairs but only :@ males are using shampoo.
C6" If you use a shampoo# how often do you use it
/2 4 ,A!'44
!A$
2!A$
DAI$X )&I+2 A &22J !432 ),2 )&I+2 A &22J
2 6@ 9@ :@
2 5@ >? 76
50
)4)A$
5@@
5@@
60 50 40 30 20 MALE
10
FEMALE
0
Interretati"n/
It is mentioned here that 5@ females use shampoo daily# >? )wice a week# 76 more then twice a week# whereas 6@ males use shampoo daily# 9@ twice a week# :@ more then twice a week.
C7" Is shampoo a necessity for you
2+2I)X X2 4
!A$2 2!A$2 ?; ? 57 6 51
)4)A$
5@@
5@@
100 90 80 70 60
MALE
50
FEMALE
40 30 20 10 0 YES
NO
Interretati"n/
?; male and ? female mentioned that shampoo is necessary.
C9" In what =uantity do you buy ,ead and shoulders shampoo
C/A)I)X
4.
A+,2) BI% B4))$2 'A+J A!I$X 'A+J
+4/!23 7 >@ ; 5@ 52
4
!II B4))$2 )4)A$
7@ 5@@
NO. OF CONSUMERS
SACE!S M"N" BO!!LES
FAM"LY $AC%S
B"# BO!!LES
$AC%S
Interretati"n/
>@ respondents use big bottles and 7@ respondents use mini bottles of shampoo.
C>" &hat comes to your mind when you think about head 8 shoulders
!A$2 ?@ 5@ > >
A)I1DAD3/ )4 '322) ,AI3A$$ !44),2I% 4 ,AI3 +4DI)I4I%
53
2!A$2 @ > 7 6
90 80 70 60 50 40 30 20 10 0
MALE FEMALE
Interretati"n/ 6) mae< t#in; #eadB <#"uder<
C:" &hat features do you look for in a shampoo
2A)/32 !44),2I% 4 ,AI3 A)I1 DAD3/ +4DI)I4I% )4 '322) ,AI3A$$ )4)A$
'23+2)A%2 9@N 6@N >N 7>N 5@@N 54
FEATURES
SMOO!EN"N# OF A"' 35& 5&
AN!"( )AN)'*FF
40&
CON)"!"ON"N# !O $'E+EN! A"'FALL
20&
Interretati"n/
9@N of the respondents wanted smoothening of hair# 6@N wanted anti1 dandruff# >N wanted conditioning and 7>N wanted to prevent hair fall.
C;" how easily is head and shoulders shampoo available to you
AAI$ABI$I)X 23X +42I2) &A$J A 2& !I$2 32A$$X A3
'23+2)A%2 6N >N 7N
55
AVAILABILITY
+E'Y CON+EN"EN! ,AL% A FE, M"LES 'EALLY FA'
Interretati"n/
)he availability of shampoo is very convenient for 6N respondents.
C?" Xou tend to purchase your head and shoulders hair product via
AAI$ABI$I)X 32)AI$ ,4' DI32+) 4/)$2) 4$I2
'23+2)A%2 >N 5N 9N
56
PURCHASES
'E!A"L SO$
5& 4&
)"'EC! O*!LE!
1&
SALON O!E'S
90&
Interretati"n/
>N of the respondents purchase the shampoo from retail shop# 5N from direct outlet# 9N from the online
C" &hat do you look for while buying a shampoo
+,4I+2 43 B/XI% 'A+JA%I% C/A$I)X +4) B3AD
'23+2)A%2 >N :@N 5>N 6@N 57
CHOICE FOR BUYING
20&
5&
$AC%A#"N# -*AL"!Y
15&
COS! 60&
B'AN)
Interretati"n/
:@N respondents look for good =uality while buying shampoo while >N look for packaging# 5>N on cost and 6@N on brand.
C5@. &ho influence you to purchase a brand
I$/2+2 A!I$X AD23)I2!2) 2$ )4)A$
'23+2)A%2 5N @N N 5@@ 58
INFLUENCE
FAM"LY A)+E'!"SEMEN! SELF
Interretati"n/
@N of the respondents are influence by advertisement N have brought by themselves
CHAPTER -
CONCLUSION AND RECOMMENDATIONS
59
-?* CONCLUSION
hampoo is the personal hygienic product and has a large market. o# it is important to determine which factors play the pivotal role to influence the consumer purchasing behaviour. In this assignment# the first factor i s = u a l i t y# country of origin1brand# theory of consumer ethnocentrism# and the socialinfl uence. )hese variables form a combination to produce an impact as to manifestour different behaviour of a consumer.
-?( RECOMMENDATIONS
• • • • •
2mphasis on =uality and results By adding free products or offerings Attractive packaging ew emerging countries %lobal expansion
hampoos for seniors and male segment after doing hormonal and environmental research. If dermatologists consult must be there which helps company to formulate new shampoos.
%I%LIO5RAPH>
WE%SITE
5. www.'8%.com 60
6. www.,ead and shoulders'8%.org 7. www.wikipedia.org 9. www.partcolgamble.com
SAMPLE UESTIONNAIRE )his is to acknowledge that the following survey is purely for educational purposes. )he identity of the respondent will be kept confidential. A!20 A%20 61
2Z0 4++/'A)I40 A&23 ),2 4$$4&I% C/2)I4. &hat product do you use for your hair a" hampoo b" oap c" others *?
If you use a shampoo# how fre=uently do you use a" Daily b" )wice a week c" !ore then twice a week (?
?
a" b" c" d" +?
a" b" c" d"
If you use shampoo# what brand do you use +hik ,ead and shoulders unsilk +linic plus In what =uantity do you buy shampoo achets BottlesLbigger pack amily packs !ini bottles
Is shampoo a necessity for you a" Xes b" o 8?
,ow many members of your family use shampoo a" All b" iblings only c" 4nly you 9?
-?
a" b" c" d"
&hat features do you look for I shampoo moothening of hair Anti dandruff +onditioning )o prevent hair fall
If your income rose# will you increase the consumption of shampoo a" trongly agree 6?
62
