A PROJECT REPORT ON

a study on launching a new liquid BODY WASH for male

Submitted in partial fulfillment of the degree of MASTERS OF BUSINESS ADMINISTRATION (2011-2013) Submitted to:
Mrs. Nidhi Sharma

Submitted by:
Prasad Varsha J Sem 3rd Roll no. 521114446

3rdfloor, Aroma High School, B/H Fortune Hotel Landmark Usmanpura Ashram Road , Ahmedabad-380013.Gujarat India November, 2012 Presented by: Prasad Varsha J Page 1

Acknowledgment

I have taken efforts in this project. However, it would not have been possible without the kind support and help of many individuals and faculty members. I would like to extend my sincere thanks to all of them. I am highly indebted to PROF. NIDHI SHARMA for their guidance and constant supervision as well as for providing necessary information regarding the project & also for their support in completing the project. My thanks and appreciations also go to My Colleague in developing the project and people who have willingly helped me out with their abilities. Lastly, I would like to thank the almighty and my parents for their moral support sand my friends with whom I shared my day-to-day experience and received lots of suggestion that improved my quality of work.

PRASAD VARSHA J.

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EXECUTIVE SUMMARY

This report about the new launching of Male Body Wash, which is not in Indian market. But it is already with P&G with Dove Men+ Care. Now days, peoples are very much conscious about there skin, specially girls. But now days boys are also conscious about there skin. So, companies are very much thinking for male because they can spend money on there personal products like deodorant, perfume, soap, cream etc. We are emphasized of a women beauty, but now we are trying to looking forward with mens. the product that we are launching for mens is differentiated its beauty bar by emphasizing that contains moisturing creamed milk and unlike other soaps namely like Cinthol it does not leave the skin dry but moisturizes the skin. Generally male does not have enough time to devote in bathroom. They are always in hurry either for their job, or for their college. And soap takes time to hang it and it is not hygienic. So main reason behind that just like the hand washes the each and every drop of body wash is untouched and hygienic. In this project the research type is Exploratory Research, which is also known as formulative research. Because it is new launch and unfamiliar problem about which I also having a little knowledge. In whole research survey is done of 25 respondents for survey by taking criteria that there age is in between of 18 to 30. Rest of the sample size, testing is in the report. By the testing and data analysis what ever result will come, decision will take after take on basis of data whichis collect. The data collection method is questionnaire which is send on personal id of respondents through there mail id,which is convenient method of sampling.

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Sr. No. 1. 2. 3.

Topic

Page No. 5 6 8 8 9 9 9 9 9 11 21 24 26 27 28 29 30

4. 5. 6. 7. 8. 9. 10. 11.

Introduction of topic Industry Profile Research Methodology i. Hypothesis ii. Research Type iii. Sampling Method iv. Sample unit v. Sample Size vi. Data Collection Method Data Analysis Hypothesis Testing Findings Limitation Suggestion & Recommendation Conclusion Bibliography Annexes

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Introduction of topic

The topic of the research is Launching a New Male Body Wash. This is product for male those who are basically working people and they are also want to feel fresh and moistures skin. Dove has been a company based on personal care products for women. Theyve redefined real beauty and tried to develop a positive message to women. This can be looked further at campaign for real beauty.com. They have recently introduced a line for men called Dove Men+Care. Dove's marketing strategy for this line was to redefine masculinity and promote taking care of skin instead of using sexuality to promote the products as was traditionally done. The company tried to position the product as a trustworthy quality product that provides skin comfort for men. We will show the commercial which introduced the line during the 2010 Super Bowl and analyze its stereotypes. At the end of the presentation we will critique Dove's current target market (35+ males) and make recommendations for Dove to broaden their target. In order to beat the Dove Company in liquid body wash is really a tough job but due to Dove is not launch still in Indian market it is good to launch as early as can which budgeted price to cover the market.

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INDUSTRY PROFILE

The Indian personal care industry is estimated at Rs 170 billion. The industry is divided into fabric wash, personal wash, hair care, oral cares, skin care, colored cosmetics, mens toiletries and fragrances. Most segments of this industry are going through a decline in 2002 with several leading players reporting lower sales in 2002 due to lower volumes as well as lower realization. The next phase of growth has to come from the rural market as the urban markets are near saturation levels in terms of penetration. The industry has a low entry barrier and competition is severe. Besides the large multinational players, there are some leading domestic players as well as the huge unorganized players. Though most of the market share is with the larger players, companies vie for the marginal market share. Cheaper imports and duplicate products are also affecting the major players. Companies have been adopting promotion schemes to dole out freebies and repackaging products in smaller packages to cater to a wider consumer base are some recent trends. The way ahead for the personal care companies is to introduce new and better product, improve penetration, and make the consumer trade up in price and quality. Rural marketing will be a major thrust area for all companies. The Indian personal care industry is estimated at Rs 170 billion. The industry is divided into fabric wash, personal wash, hair care, oral cares, skin care, colored cosmetics, mens toiletries and fragrances. Most segments of this industry are going through a decline in 2002 with several leading players reporting lower sales in 2002 due to lower volumes as well as lower realization. The next phase of growth has to come from the rural market as the urban markets are near saturation levels in terms of penetration. The industry has a low entry barrier and competition is severe. Besides the large multinational players, there are some leading domestic players as well as the huge unorganized players. Though most of the market share is with the larger players, companies vie for the marginal market share. Cheaper imports and duplicate products are also affecting the major players. Companies have been adopting promotion schemes to dole out freebies and repackaging products in smaller packages to cater to a wider consumer base are some recent trends.
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The way ahead for the personal care companies is to introduce new and better product, improve penetration, and make the consumer trade up in price and quality. Rural marketing will be a major thrust area for all companies. The consumer products industry produces and markets practically every item an individual can purchase: from canned soup to chewing gum to washing machines -- and everything in between. The category also includes a wide range of personal care items. Toothpaste, perfumes, lipstick, razors, moisturizer and sunscreen are just a few of the personal care products that consumers use every day. Personal care products fit into the category of non-durable goods, more ephemeral merchandise with a life expectancy of fewer than three years. According to the Personal Care Products Council, the personal care products industry has more than $250 billion in retail sales each year. During recent years, the personal care products industry has made efforts to bring in new customers. One group of potential buyers is teenagers and children. In addition, personal care products firms have rolled out new items for guys (i.e. Nivea for Men). As American and European markets have become increasingly saturated and competitive, manufacturers of personal care items are also turning toward emerging markets in nations like India, Brazil, China, Russia and Turkey. Avon sells deodorants scented like its perfumes in these markets, so that consumers get hooked on the scent and, as their incomes increase, move up to buying both the perfume and the deodorant. Unilever's Indian subsidiary also launched a scheme wherein women sell its products in their villages. The ladies make a living, and Unilever gets its products into more homes. The personal care products industry hires employees in a wide range of occupations. Typically, job categories include finance, information technology, supply chain, research and development, human resources and marketing. Many firms, such as P&G and Unilever, have summer internships for students. Although consumers are cutting back on discretionary items during the recession, an October 2008 survey from Booz & Company found that consumers were still spending money on beauty and personal care items.

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Research methodology Definition:

Procedures used in making systematic observations or otherwise obtaining data, evidence, or information as part of a research project or study. Research and experimental development is formal work undertaken systematically to increase the stock of knowledge, including knowledge of humanity, culture and society.

Research Objective Definition : The objectives of a research project summarize what is to be achieved by the study. These objectives should be closely related to the research problem. The main objective of the whole research this to know how people think about the product or are they ready to accept the product because it is new in market.

Hypothesis: Definition: An assumption about certain characteristics of a population. If it specifies values for every parameter of a population, it is called a simple hypothesis; if not, a composite hypothesis. If it attempts to nullify the difference between two sample means (by suggesting that the difference is of no statistical significance), it is called a null hypothesis. Null hypothesis (H0): Customer will not accept the Male body Wash. Alternate hypothesis (H1): Customer will accept the New Male Body Wash.

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Research Type: The type of research is exploratory research which is also known as formulative research.

Sampling Method: The sample size for this survey taken as 25 respondents, and the technique for survey is through mail. The questionnaires were send to the personal mail id of the respondents. The method of survey is convenient method. Because it is tough to reach each and every person so, as per convenient I taken the people surrounding me like friends, juniors as brother of my friends.

Sample Size: The respondent for survey is taken as 25 peoples from entire population.

Sample Unit: Male only whose age comes under 18 to 30 age.

Data collection method: There are basically two methods are for collecting data is 1. 2. Primary method Secondary method

Primary method: The data serve as the bases or raw material for analysis. Without an analysis of factual data, no specific inferences can be drawn on the questions under study.

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Data form the basis for testing the hypothesis formulated in a study. Data also provide the fact and figures required for constructing measurement scales and tables, which are analyzed with statistical techniques. The primary data is collected in this research is through Questionnaire.

Secondary method: These are source containing data which have been collected and compiled for another purpose. The secondary source consists of readily compendia and already complied statistical statements and report whose data may be used by researchers for their studies for ex. Census reports, annual report. The secondary data which is use in this project is book of Research Methodology and Statistics, and with help of internet.

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Data analysis
1) Specific soap for bath Yes No 23 2

yes no

23

Interpretation: Overall by the whole survey majority of respondent are having there own soap male now are feeling shy to have female soap. And there are many male soap in market like, Axe, Wildstone, and newly launch Cinthol.

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2)

Type of bathing soap Fairness Medicated Freshener Any other 9 1 13 2

14 12 10 8 6 4

13

2 2 0 fairness medicated freshener any other 1

Interpretation: Now days in college life and in office life youngster always want to feel fresh and some of them are also wants to be fair, smart, and handsome. So for launching a new male body liquid body wash, company has to mainly focus on ingredients for fresh and fairness.

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3)

Type of skin Oily Dry Rough Mild 18 6 1 0

20 18 18 16 14 12 10 8 6 6 4 2 0 oily dry rough mild 1 0

Interpretation: Due to around 35 to 40 C of Ahmedabad city majority of having oily skin so market incash, they launched face wash like Garnier gentle face wash for oily skin. To be competitor against existing products so it is a great opportunity to grabs the market to launch such a product which is for there oily skin. Basically face wash which is only they can apply on there face , so it is great opportunity to grabs the market to launch such a product which is for there oily skin.
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4)

Brand conscious Yes No 15 10

10

yes
15

no

Interpretation: It is tough for company because there is 2:3 of respondents are switchers they are easily they can move to other brand.

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5)

Per month spending 10 3 10 2

100-200 200-300 300-400 More than 500

12

10

0 100-200 200-300 300-400 more than 500

Interpretation: Moral less the spending power of people is 100 to 400, so by this data company has to launch the product in budgeted form so we can grabs majority of young male population.

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6)

Satisfaction level Highly satisfied Satisfied Low satisfied 10 13 2

14 12 10 8 6 4 2 0 highly satsified satisfied low satisfied

Interpretation: So, being a brand conscious still the respondents are not that much highly satisfied with there existing products. There are just satisfied, so for that company has to launch such a product which is upto the mark of there choice.

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7)

Do they having there personal kit? yes No 15 10

10

yes no
15

Interpretation: By this chart 66% are having there personal kit which is not small market, which is positive for company.

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8)

If yes, then there kits are: Soap Face wash Deodorants Perfume Talc 13 10 15 12 3

16 14 12 10 10 8 6 4 2 0 soap face wash 13

15

12

deo

perfume

Interpretation: It is good that major are having soap in there personal kit, which can b replace by liquid body wash. And deodorant also which is also to feel fresh which we can incase in our new product.

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9)

Is they heard about male body wash?

yes No

10 15

15

10

yes no

Interpretation: Because it is a new launch so generally peoples are not aware of this product but there is a liquid male body wash in market of Dove brand, which in not in India market so majority are not known.

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10)

They wants to prefer in form of:

Bottle(200gm) Bottle(100gm) Tube Sachets

9 13 2 1

14 12 10 8 6 4 9

13

2 2 0 bottle (200gm) bottle (100gm) tube sachets 1

Interpretation: It better to launch in form of bottle rather than tube or in sachets form. The size of bottle will of 100gm which is budgeted also.

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Hypothesis testing

Testing of hypothesis by using Chi- Square Method

Null hypothesis: Customer will not accept the Male body Wash. Alternate hypothesis: Customer will accept the New Male Body Wash.

OBSERVED FREQUENCY(O) TABLE

Factor Yes No Total

Accept the new product 10 15 25

Exposure 15 10 25

Total 25 25 50

EXPECTED FREQUENCY(E)TABLE

Factor Yes No Total

Diversification 12.5 12.5 25

Remain 12.5 12.5 25

Total 25 25 50

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Chi-Square solution table Observed and expected value of data that respondent are heard about liquid male body wash Sr No Observed Frequency O 10 15 15 10 Expected Frequency E 12.5 12.5 12.5 12.5 (O-E)^2 ( OE)^2/E 0.5 0.5 0.5 0.5 =2

1 2 3 4 Total

6.25 6.25 6.25 6.25

Degree of Freedom = (c-1)*(r-1) = (2-1)*(2-1) =1

Now, test statistically by placing the values in this formula,

(O-E)^ 2

^2 = --------------E

=2 (calculated by chi- square method)

5% LEVEL OF SIGNIFICANT:
Table value = 3.84

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Statistical Conclusion: Since, x^2(calc.) = 2 is smaller than x^2 (tab.) = 3.84, so null hypothesis is accepted.

Conclusion: Hence Customer will not accept the Male body Wash.

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Findings

By having survey it is clear that majority of male having there own specific soap. Near about 92% of population means people of survey are male having there own soap for bath. As the next and second question that what type of bathing soap they are using so only 36% of gentles are wishing to have fair skin, and rest of 52% of gentles wants to b feel fresh that why they having there own bathing soap which is major market which has to b cover. 8% and 4% of public are using any other and medicated soap. 72% of menzs are of oily skin due to this temperature in ahmedabad city and only 24% of menzs are of dry and little bit of 2 % of rough skin.

Majority means 60% are brand conscious means of public are stick to there existing product which is good for company because it is new in market if it cover the young male public so it becomes benefit for company to generate revenue. The age group of 18 to 30 year peoples are target market which are students as well as job person, they are spending money on them which is near about 100 to 200 and 300 to 400 by 40% of mens means 80% for them are spending upto 400 per month. The satisfaction level of consumers are justified by parameter and the parameter (highly sat., sat., and low sat.). So 53% of them are satisfied with there existing brand and only 40% are highly satisfied. There is a gap in there satisfaction. One more thing that now male also having there personal kit which includes there deo, perfume, talc, soap, face wash. Among them 60% having there own kit. In which majority of that 60% having soap and deodorants. And only 40% they dont having there own personal kit.
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 The most major and important question that they even heard about liquid wash for menzs, then 40% persons are heard about such product because Dove menz+care is a liquid body wash. But 60% of them are unaware because this in not in Indian markets. And when the question arise what comes in there mind if the heard about liquid body wash, they response that it become easily to hold and to use. Even it is new concept which create that it Is more hygiene and its ever drop is untouchable. The last thing that if the product will launch they are ready to purchase in form of bottle of 100gm. Means 52% are ready to accept in 100 gm bottle. And 36% are ready to accept in form of 200gm bottle. Finally by the response over all male respondents are showing there positive attitude towards the new launch and they are ready to accept in medium size of bottle for trial purpose.

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Limitations

During the whole survey and research there are some limitations are there such as: The samples units and method are not enough good that means these 25 respondents are not exactly representative of whole population. Due to only 25 respondents the data which is come out is moral less same, and the ratio is not much healthy, which is not benefit for company by having such data. There might be some misinterpretation for persons that are they aware of the products in market. Because some of advertisement are confusing the user. One more thing if they launch such product which definitely costly then soap then we might b face problem because the purchasing power of consumer is 100-200 per month for 40% of consumer and even some of consumers are spending 300- 400 means another 40% of people purchasing power is highly. So company has to care of both of group. Out of 25, 13 are ready to purchase new product in form of 100 gm bottle. It might be successful or may not be, if company get successful response then it is good for company, in case no then it is tough to survive and we incurred loss also.

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Suggestion and recommendation

As per my suggestion and recommendation consult for this survey is: For new launching of liquid male body wash in Indian market is new concept but on other hand it is tough too say that it is equal responsive and good for company. The major reason is that only 60% people is brand conscious so on one hand it is positive because if our product become successful brand then they will no switch to other brand. But still among that might be they can switch. And they are also only just satisfied with there existing product that means they want something up to there level which other company are not able to match them. Majority having oily skin so company have to incase this.

Some of them are use to have there own kit so there is an opportunity to grab it by increase on more product in there personal kit. Only 60% of consumer are know the liquid body wash, so company have to focus on advertisement to generate ideas in mind of consumers in order to purchase and at least try ones. Now day working gentles are growing in India and the need fresh to feel every time so body wash should be like that which make them to feel fresh during there working hours. Company should have to focus on fragrance because now days males are believe on fragrances thats why deodorants companys are keep on changing and also every month new companies are launching new deodorants with new fragrances.

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CONCLUSIONS
After data analysis and by reaching the findings and recommendation finally i reach to conclusion that is: Company has to launch the product but they have to focus on consumer preferences which are not stable always. The product should be budgeted so it can be affordable because in India majorities are of mild class family. It should be design for oily skin and for freshness in their ingredients.

And the body of product should be dedicated so it can attracts young generation and mescaline to grab more market.

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Bibliography
Reference books Research methodology edition of June 2012, unit number 3, 4, 5,7 and 8. Book edited by Sikkim Maniapal University. Statistics of sem1 edition of May 2011, unit 10. Book edited by Sikkim Manipal University.

Website: www.dovecare.com www.wikipedia.com

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Annexes

QUESTIONAAIRE ON NE W PRODUCT LAUNCH FOR MALE BODY WASH By Prasad Varsha Jagdish of semester 3rdMarketing Student Name: Occupation: Age: Contact no.:

1. a) 2. a) b) 3. a) b) 4. a) 5. a) b) 6. a) c)

Do you use a specific bathing soap for your bath? yes b) No Which type of bathing soap you are using? Fairness soap c) Freshener soap Medicated soap d) any other Which type of skin you have? Oily skin c) Rough skin Dry skin d) Mild skin Are you brand conscious? Yes

b) No

How much money you spending on your personal product per month? 100 200 c) 300 400 200 300 d) more than 500 How much you are satisfied wit your existing product? Highly satisfied c) Low satisfied Satisfied

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7. a) 8. a) b) c)

Do you have your own personal care kit? Yes b) No If yes, then Soap Deodorant Perfume

d) Face wash e) Talc

9. a)

Do you ever heard about liquid male body wash? Yes b) No

10.

What do you think about male body wash in liquid form?

11. a) b)

In which size you want to prefer liquid body wash? Bottle(200 gm) c) Bottle(100 gm) Tube d) Sachet

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