To device a market strategy and decide the channel

for selling the products from ground zero

SIP project report

Submitted in partial fulfillment of the
requirements for the PGDM Program

2019-21

By HARSHUL BANSAL
19PGDM156

International Management Institute, New

Delhi

2019-2021

pg. 1
 Acknowledgement

The success and final completion of this undertaking could not have been
possible without the participation and guidance from so many people. I am
extremely privileged to have got this all along with the completion of my
project and sincerely acknowledge their contribution. However, I would like
to express my deep appreciation particularly to the following:

Mr. Ambarish chaterjee, Owner, Skinbook, for providing me the opportunity

to work on this project and giving me all the support and guidance, which
helped me complete the project duly.

I owe my deep gratitude to my faculty mentor Mrs. Supriya kalla, for

providing constant support and guidance all along, till the completion of our
project work.

I also extend my sincere thanks to the entire team at Skinbook for giving me
such attention and time

pg. 2
pg. 3
 Table of Contents

Sl. Description Page

No. No.
1 Executive Summary 4
2 Introduction 5
3 Objectives of the Project 7
4 Concepts/model in the study for intimate care product 7
5 Concepts/model in the study for handwash 9
6 About industry 10
7 Methodology 11
8 Questionnaires 11
9 Interviews 17
10 Data analysis 17
11 Results and findings 18
12 Limitations of study
20
13 Appendix 23

pg. 4
 Executive Summary

This report provides consists of end to end analysis of two different products. One of which is
the new product and other one is going to be launched in the market. First product is intimate
hygienic wash and other one is Aloe Vera based hand wash. In this report complete competition
analysis of competitors products and companies for the hygienic wash is been done, it also has
the strategy on product positioning and which channels to be used for selling the products.

It consists of primary and secondary research using both quantitative and qualitative
methodologies. This report consists of survey which was done using a questionnaire and an
interview for complete analysis and to know customer preferences.

For the new product to be launched complete study of all existing similar products are done so
that the cost leadership can be achieved. For achieving this complete competitors and stakeholder
analysis is been done.

For this product market research was also conducted using both quantitative and qualitative
analysis. It has a questionnaire and an interview.

After doing this analysis all the results and recommendation along with data analysis is been
done.

pg. 5
 INRODUCTION

Skinbook trust in profound jumping into the study of skin and conveying the best item for you.
They consider them on an excursion to assist individuals with settling their skin issues. They take
criticism from clients to reliably improve their items and furnish them with the best. They are
Indian on the most fundamental level and have faith in the nature to help us through this, mixing
it directly with the science and giving you a worldwide item for today time and age. We need to
convey the best and thus we take direction from the best. Every one of their items are tried and
affirmed by dermatologists. Skinbook has faith in pride, that is, Passion Respect Integrity
Decisiveness and Extraordinary innovativeness. They invite every customer to a carefree
association where they work joyfully to make their clients cheerful and genuinely venture that
sharing and caring is in their DNA through their work.

Companies dermo cosmetic items contain dynamic fixings that restore the skin cells and gives
one a solid and shining skin. They have faith in tuning in to their clients, comprehend their
necessities and help them. As George Washington Carver once stated, "Start where you are, with
what you have. Make a big deal about it and never be fulfilled." They want the customer to
compose a fresh out of the box new book on one’s skin and let them in on this delightful
excursion consumer set out after, driving you towards sparkling and sound skin. Skinbook is
arrangement of parts composed by the client and dermo join. Criticism improves company for
customer. Company’s aphorism is to consistently improve and not lay on shrubs.

pg. 6
 OBJECTIVES OF STUDY

 Customer segmentation

 Distribution channel (How to reach customers)

 Pressure of competition in a particular distribution channel

 Brand positioning (To attain both cost leadership and positioning)

pg. 7
 CONCEPTS/MODELS IN THE STUDY

Competition evaluation for intimate care products

Companies

Can be used by It is made specially for They have made two

Unique selling everyone despite of its women and marketed products different for
proposition gender, age. It is as personal hygienic men and women.
campaigned as family care for daily routine Different marketing
healthcare product for women campaign for both
products

Positioning in market
(New, market leader, New Market leader Middle
middle)

Marketing mix Product-benefits to Product-benefits to Product-benefits to

Product entire family only women both men and women
Price Price-Rs 253 for 190ml Price-Rs 300 for 200ml Price-Rs 350 for 200ml
Place Place-online Place-online & offline Place-online & offline
Promotion Promotion-online Ads Promotion- TV Promotion- TV
and dermatologists commercials and adds commercials and adds
Recommended by High market share, Product name which
doctors, one product women have started to relates to intimate parts
strengths can be used by entire relate with them of body,
family, Easy on pocket

Has high potential, Not Can get into other New in the market with
many products are products which can strong appeal and they
Opportunity available in this focus on everyone on can target millennials
category, so they can the society rather only and working folks
go for targeting based women
segmentation

pg. 8
STAKEHOLDERS ANALYSIS

INTERNAL STAKEHOLDERS
Employees- Job security, good pay, benefits, pension and work life balance. These are the key
factors that will be affecting the employees

Managers- Performance, Targets, Growth, Labor pool, profits, Expenses, Revenues.

Owners- Profits, Growth and risks are parameters that an owner will be looking for

pg. 9
EXTERNAL STAKEHOLDERS
Society- Culture, Traditions, Morals, Ethics, Unions, Community and environment are the
factors that will decide the future of the product

Government- Regulations, Currency, Health, Education and most important Tax Revenue will
affect the product

Creditors- People whom company owe money to

Shareholders- Owners of the company that are not involved into day to day working of
management. They decide the future of the products

Customers- Price, Customer service, On time delivery, Variety, Trust, Convenience,

Information, Value, Reliable and safe products. These are some parameters on which a product is
judged by the customers which are most important for a product.

pg. 10
Competition evaluation for Aloe-Vera based Hand wash

Companies

Alcohol free Aloe- The mixture of Kills 99.9% of germs

Unique selling Vera based handwash Ayurveda and ancestral with natural ingredients.
proposition which is gentle on herbs which are Be 100% sure
hands. inherited from our
ancestors

Positioning in market
(New, market leader, New Middle Market leader
middle)

Marketing mix Product-Alcohol free Product-Ayurvedic Product- Keep your

Product Price-Rs 200/ 200ml Price-Rs 50/250ml hands germ free
Price Place-Online Place-Online and offline Price-Rs100/200ml
Place Promotion-Online ads Promotion-TV Place-Online/offline
Promotion commercials and online Promotion-online/offline
Completely natural Brand appeal by their One of the oldest brand,
strengths without alcohol, strategy of Quoting their Biggest market share in
Recommended by products as gift by this segment, build the
dermatologists nature in form of trust of people and they
Ayurveda relate with Dettol.

pg. 11
 ABOUT INDUSTRY
The healthy skin industry is a piece of the FMCG segment and is considered as one of the
quickly developing unique markets in India. Presently a-days, ecological animosity made the
individuals cognizant about their healthy skin, as the skin is the biggest organ in the human body
and the most presented to outer conditions. The basic skin issues looked by Indian individuals
are skin obscuring, inconsistent skin, skin break out spots and burns from the sun. In addition,
the mindfulness about the destructive impacts of UV beams and other climatic elements on skin
drives the buyer to be progressively indicated about the restorative items according to the skin
necessities.

Our ongoing statistical surveying report, "Indian Skin Care Market Outlook 2020", outlines the
current and future situation of the considerable number of portions in Indian Skin care industry.
Intensive meetings with industry specialists have been led to get the knowledge for current
market situation and feature the zones offering promising opportunities for organizations to
support their development. In current situation, beautifying agents organizations are adjusting
their item portfolio with new advancements according to the changing needs and inclinations of
the individuals to achieve the healthy skin items request among the customers

A definite report has been led by examiners to translate current and future local market of the
creams and salves, facewash and bath powder, in agreement to which, creams and moisturizers
possess the biggest offer in the healthy skin advertise which is one of the main fragments of the
FMCG part. In future, even though creams and salves are foreseen to remain the main market,
however facewash and baby powder markets are required to achieve a consistent development
rate, trailed by the market for face cleans and face packs.

Further, broad examination and investigation likewise uncovered that the interest for natural
beauty care products utilization is on the ascent, stressing a marvelous development in the Indian
restorative market. Entrance in this section is by all accounts momentous, with numerous
household and worldwide players peering toward the chance. The natural healthy skin showcase
is ready to develop at a CAGR of about 20% for the figure time of 2016-2020. Also, it is
uncovered that the most appeal of the considerable number of portions market will originate
from Northern area.

Moreover, the players are building up their R&D abilities to additionally alter items for Indian
customers, make more noteworthy mindfulness among the working class, and guarantee
successful dissemination reach to support them. The global players just as the residential players
denoted their engraving by serving the wide scope of healthy skin items among the Indian
individuals, and furthermore modernized their item goes with the home-grown origination.

pg. 12
 Methodology

For Quantitative Research

 Questionnaire for Market research
(One for intimate hygienic wash) – To find out how much people take care about their
body, which products they prefer to use and what are the online shopping sites they prefer
to buy the products
(One for Hand wash)- To find out if customer behavior will be changing for a new
product

 Secondary research
For doing the competition analysis of both the products

For Qualitative Research

 Telephonic Interviews
One with the gynecologist for getting their views
Other one with the medicine doctor to get his views on our new product

pg. 13
 Questionnaire

Q1-What is your gender?

Male
Female

Q2- What is your Age?

15-25
26-45
45-60
61 and above

Q3- Are you using a intimate care product? (Yes/ No)

If Yes then to technical questions
If No then to further enquiry questions

Technical questions
Q4- Which company products do you prefer?
Vwash
Peesafe
Skinbook
Other

Q5- What is the price range you would like to spend on products?
200-300
300-400
400-500
500 and above

Q6- Where do you like to buy the products?

Online
Offline

Q7-Which site or app do you prefer to buy from?

Amazon
Flipkart
Nykaa

pg. 14
 Companies own site

Other

Q8-If recommended by doctors would you be using skinbook products?

Yes
No
Maybe

Q9-Would cost of product matter if recommended by doctor?

Yes
No

If selected No at initial section then it will move to:-

Further enquiry Questions

Q4- Would you like to use in future?

Yes
No
Maybe

Questionnaire 2

Q1- How many family members are there in your house?

1-3
4-6
7-10
11 and more

Q2- Who takes the decision to buy basic hygienic cosmetics of house?
Mother
Father

Q3- Which handwash is used in house?

Dettol
Lifebuoy
Patanjali
Other

pg. 15
Q4- Which type ingredients you look in your handwash? (multiple answers)
Natural ingredients
Herbs
Strong chemicals
Others

Q5- What are characteristics you look for in your handwash? (multiple answers)
Good fragrance
Gentle on hands
Chemical free
Alcohol free
Kills germs

Q6- Would you like to use a new brand?

Yes
No

If yes is chosen
Q7- How much would you like to pay for the new one for 100ml?
60-80
81-100
101-120
121 and above

If no then another question

Q7- If you come to know the new one has better qualities and good for health then you will
switch?
Yes
No

Q8- How much price would you like to pay?

60-80
81-100
101-120
121 and above

pg. 16
 Interview

Q1- What is your name?

Ans- I am Dr. Anju Gupta.

Q2-What is your specialization in medical profession?

Ans- I am a Gynecologist and I am a private practitioner in USA

Q3-How much it is important to maintain hygiene in one’s intimate parts of the body?
Ans- It is very important and done regularly on priority basis as this helps in avoiding many
diseases and various irritations like itching, infection and blackness around private parts.

Q4- What are recommendations you give to your patients while they come after treatment?
Ans- Always use a good hygienic product preferably medicated for some time and then all
locally available products will also work.

Q5-We have a product dermstrust family intimate area wash, would you like to recommend it to
your patients?
Ans- Can you tell me the ingredients that are there in the product.

Q6- Yes sure, it has olive oil peg-7 esters, Lactic acid and Tea tree oil. Are these ingredients
healthy and safe for your body?
Ans- Yes, these ingredients are very good and completely safe for such sensitive areas.

Q7-What is the future scope of these products in the coming time?

Ans- As now people are becoming more and more concerned about their health so there is a very
bright scope of this industry to grow.

Q8-Would you like to buy it online or offline?

Ans- It depends on every customer, By looking at an Indian consumer they prefer to go for
offline but if the product is so good and only available online then also it will also do great.

Q9-What are online platforms you would recommend for the product?
Ans- Amazon would be my first choice because of their quick service, but in India flipkart is also
very good.

pg. 17
Thank you for your valuable time

Interview

Q1- What is your name?

Ans- I am Dr. Anju Gupta.

Q2-What is your specialization in medical profession?

Ans- I am a senior resident in DMCH specialized in medicine.

Q3-What is the significance of Handwash in daily routine?

Ans- It is the most important that every individual should do regularly at least 6 times a day. In
today scenario where coronavirus is there it is recommended to wash even more frequently and
for minimum of 15 seconds.

Q4-What is preferred a soap or a liquid hand wash?

Ans-There is no preference as such but a soap is used by many and chances of some germs
remaining on it is a little more but that is not in case of a liquid hand wash.

Q5-What Liquid handwash do you prefer?

Ans-The one which has ability to kill maximum germs and fits into pocket of patient.

Q6-Do you prefer any specific brand like Dettol, lifebuoy, Patanjali or any other?
Ans- I don’t give any preference to any specific brand but Dettol and lifebuoy are usually used
and namely household brands.

Q7-Doctor usually many brands have chemicals, alcohol and are harsh on hands. What do you
recommend for that?
Ans-If your skin is much sensitive then go for some high-end products that contains all these
ingredients.

Q8- We are launching a product that has all the shortcoming covered with Aloe Vera extract,
Alcohol free and gentle for hands. If given a chance would you be using such a product?
Ans- Very nice, Yes if it can perform equally good or better with the existing products.

Q9-Would price be a concern if it is little on high side with the existing products?
Ans- Being a doctor health is my priority so that might not affect me, but it can affect the daily
consumer.

pg. 18
Thank you sir for your valuable time

DATA ANALYSIS
For Intimate care product

Gender Age

15-25 26-45
Male Female 45-60 61 and above

Product usage Money Spent

200-300 301-400
Yes No 401-500 501 and above

pg. 19
 company preferrence buying preferrence

Peesafe Vwash
Skinbook Other online offline

Amazon Flipkart Nykaa

skinbook other Like to use skinbook
35
3030
30
25
20 18
15 12
10
5
0
0
online
sites
yes no

Results and findings

 With secondary research it can be said it has lowest price in its segment and much more it
can be used by any member of the family which is the unique selling proposition of the
product as this creates a feeling of one product for everyone.

 All the existing brands have a great presence on these online platforms and skinbook
needs to make a new identity on these sites.

pg. 20
 Price of the product is the lowest among its competitors so it will be winning on that
segment. The product has been really liked by customers and even dermatologists are
also liking this product

 From quantitative research it was found out not everyone in our society is taking care of
their intimate hygiene. Approximately 30 out of 100 are currently using such products
even not on daily basis.

 These products are mainly used by females so mostly companies focus on female
campaigns

 If the product is been recommended by the doctor then a premium can be even charged
and company can increase it existing margin but only after if it reaches a point where
skinbook has brand recognition.

 From qualitative research it can be found out health industry is flourishing and there is
very good scope of product to get well in the market.

pg. 21
 Analysis for hand wash

Family members Buying decision

1 to 3 4 to 6
7 to 10 11 and above Male Female

160
Handwash brand
140
120
100
80
60
40
20
0
ingredients

Natural ingredients Herbs

Dettol Lifebuoy Patanjali Other Strong chemicals Others

pg. 22
 Chart Title Ready for change
160
140
120
100
80
60
40
20
0
Category 1

Good fragrance Gentle on hands

Chemical free Alcohol free
Kill germs yes no Maybe

Expectations with cost new product with better offerings

60-80 81-100
101-120 121 and above yes No

Results and Findings

 From secondary it was found out Dettol is the market leader in this handwash segment
 Dettol is market leader because of its strong appeal as people can relate to it and
moreover it is one of the best available product at the correct price which fits into daily
consumer budget.
 Lifebuoy is little expensive and Patanjali winning on price war is not able to win the trust
of the consumer, Because of this they are not doing as good as Dettol
 From quantitative research Dettol emerged as the leader. People want some qualities
which some of them other brand has but not completely in one brand like good fragrance.
Gentle on hands, Alcohol free and consists of natural ingredients.

pg. 23
 As people has been using this product so there is a mindset for the price, so maximum
people want to spend range from 60-100.
 If a new product is launched with better qualities, then people are ready to change. In
case of handwash people like to buy it offline rather than online
 From qualitative research it is found that it is good if such a product is launched in the
market and tick all the boxes then people will like it.

Limitations for study

 Primary research couldn’t be conducted properly due to lockdown as shopkeepers and

businessmen could have given more insights.

 Study conducted with very a smaller number of people approximately 150 and mainly
among those that have a good spending capacity.

 Face to face interviews were not possible, so for virtual interview could convince very
less. If done the other way that would have been much more insightful.

 Limited availability of data in secondary research available on internet.

pg. 24
 Appendices

 https://www.skinbook.in/
 https://www.vwash.com/the-science-of-vaginal-hygiene
 https://www.peesafe.com/collections/intimate-wash-wipes

 Primary research (Questionnaires)

 Qualitative research (Interviews)

 https://www.dettol.co.in/en/products/aloe/dettol-aloe-liquid-handwash/
 https://www.amazon.in/Patanjali-Aloevera-Handwash-250ml/dp/B074N9PMGH
 https://www.amazon.in/
 https://www.flipkart.com/
 https://www.researchandmarkets.com/reports/3600462/indian-skin-care-market-outlook-2020
 https://www.euromonitor.com/skin-care-in-india/report

pg. 25
pg. 26