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FMCG refers to consumer non-durable goods required for daily or frequent use.
Typically, a consumer buys the se goods at least once a month. FMCG industry,
alternatively called as CPG (Consumer packaged goods) industry primarily deals
with the production, distribution and marketing of consumer packaged goods. The
Fast Moving Consumer Goods (FMCG) is those consumables which are normally
consumed by the consumers at a regular interval. Some of the prime activities of
FMCG industry are selling, marketing, financing, purchasing, etc. The industry also
engaged in operations, supply chain, production and general management.

Typical Characteristics of FMCG products

]c ºndividual products are of small value. But, all FMCG products put together
account for a significant part of the consumer·s budget.

]c The consumer keeps limited inventory of these products and prefers to

purchase them frequently, as and when required.

]c Many of these products are perishable.

]c The consumer spends little time on the purchase decision. Rarely do he / she
look for technical specifications (in contrast to industrial goods).

]c Brand loyalties or recommendations of reliable retailer / dealer drive

purchase decision.

]c Trial of a new product i.e. brand switching is often induced by heavy

advertisement, recommendations of the retailer or neighbors / friends.

]c These products cater to necessities, comforts as well as luxuries.

]c They meet the demands of the entire cross section of population.

]c Price and income elasticity of demand varies across products and consumers.
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The ºndian FMCG sector is the fourth largest sector in the economy with a total
market size in excess of US$ 13.1 billion. ºt has a strong MNC presence and is
characterized by a well established distribution network, intense competition
between the organized and unorganized segments and low operational cost.
Availability of key raw materials, cheaper labor costs and presence across the entire
value chain gives ºndia a competitive advantage.
The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4
billion in 2015. Penetration level as well as per capita consumption in most product
categories like jams, toothpaste, skin care, hair wash etc in ºndia is low indicating
the untapped market potential. Burgeoning ºndian population, particularly the
middle class and the rural segments, presents an opportunity to makers of branded
products to convert consumers to branded products. Growth is also likely to come
from consumer 'upgrading' in the matured product categories.

FMCG Sector is expected to grow by over 60% by 2010. That will translate into an
annual growth of 10% over a 5-year period. ºt has been estimated that FMCG sector
will rise from around Rs 56,500 crores in 2005 to Rs 92,100 crores in 2010. Hair
care, household care, male grooming, female hygiene, and the chocolates and
confectionery categories are estimated to be the fastest growing segments, says an
HSBC report. Though the sector witnessed a slower growth in 2002-2004, it has
been able to make a fine recovery since then.

FMCG Category and products

Household Care:
-c Fabric wash (laundry soaps and synthetic detergents)
-c Household cleaners (dish/utensil, cleaners, floor cleaners, toilet cleaners, air
fresheners, insecticides and mosquito repellents, metal polish and furniture
polish)
Food and Health beverages:
-c Soft drinks
-c Staples/cereals
-c Beverages bakery products (biscuits, bread, cakes)
-c Snack Food
-c Chocolates, ice cream, tea, coffee
-c Processed fruits, vegetables; dairy products
-c Bottled water
-c Branded flour, branded rice, branded sugar, juices etc.

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 HAIR CARE HAMPOO IN UTRY

The hair care market in ºndia is valued at $200 million. ºt contributes 8% in the total Fmcg
sector and has registered a growth of 3.8% over the previous year. The hair care market can be
segmented into hair oils, shampoos, hair colorants & conditioners, a nd hair gels.

The Size of shampoo market - 930 Cr with urban areas accounting for 80% of shampoo sold and
rural areas accounting for 20% of shampoo sold in country. The market is expected to increase
due to increased marketing by players, lower duties, and availability of shampoos in affordable
sachets. Sachet makes up to 70% and anti-dandruff shampoo up to 20%of the total shampoo
sale. This is primarily a middle class product because more than 50% of the population uses
toilet soaps to wash hair. The penetration level is only 30% in metros. The major players are
HU and Procter & Gamble.

The ºndian shampoo market is divided in two parts

Æc Cosmetic (health, shine, strength)

Æc Anti-dandruff
Æc Herbal

Brand loyalties in shampoo are not very strong. Consumers frequently look for a change,
particularly in fragrance. Major expectations from the product are improvement in texture and
manageability, giving softness and bounce to hair, curing and avoiding damage to the hair.
Southern market is predominantly a sachet market, accounting for 70 % of sachet volumes. ºn
Contrast, shampoo bottles are more popular in the Northern markets. About 50 % of the
shampoo bottles are sold in the Northern region alone. The shampoo industry has lot of scope to
be penetrated with all ºndia penetration level at 51% with urban penetration at 62% and rural
penetration at 46% till now.

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Æc H undisputed leader from the early 90·s Sunsilk launched in 1964 ( General Shampoo
platform )
Æc Clinic Plus launched in 1971 ( Family, health shampoo platform )
Æc Clinic All Clear launched in 1987 ( Therapeutic A Shampoo )
Æc Sunsilk re-launched in 1987 - Shampoo + Conditioner ( Beauty platform ) with Sachet
SKU
Æc H Goes rural with Sachet
Æc Clinic Active launched in 1991 ( with Pro Vitamin B - health platform )

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 Æc Sunsilk re-positioned and re-launched in 1994 (Nutracare) - Pink for dry hair, yellow for
normal hair, green for oily hair and black for long hair.
Æc P & G enters ºndia in Nov 1995, with the world·s largest selling brand - Pantene
Æc P & G launched its internationally acclaimed A &  shampoo H & S in 1997 with Zinc
Pyrithine (ZPT) - a unique anti-microbial agent. There were 2 variants - regular and
menthol.
Æc abur entered the shampoo market in 2000 with its premium brand, the first natural
antidandruff shampoo of ºndia, abur Vatika Antidandruff Shampoo.

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abur ºndia limited is the fourth largest FMCG Company and one of ºndia's leading
Companies. ºt has a turnover of US 2479 million with the largest herbal & natural
portfolio in ºndia. Building on a legacy of quality and experience for over 125 years,
abur is today ºndia's most trusted name and the world's largest Ayurvedic and
Natural Health Care Company. abur ºndia's FMCG portfolio today includes four
flagship brands with distinct brand identities -- xabur as the master brand for
natural healthcare products, Vatika for premium personal care, Hajmola for
digestives, and Real for fruit-based beverages. ºt has over 350 plus products with a
retail reach of 2,500,500 through 4000 distributors in ºndia.

The evolution of abur is quite interesting and its root takes us back to the 19th
century where it all started in Bengal by a visionary by name r. S.K Burman, a
physician by profession. His mission was to provide effective and affordable cure for
ordinary people in far-flung villages. With missionary zeal and fervor, r. Burman
undertook the task of preparing natural cures for the killer diseases of those days,
like cholera, malaria and plague. Soon the news of his medicines travelled, and he
came to be known as the trusted 'aktar' or octor who came up with effective
cures. And that is how his venture abur got its name - derived from the evanagri
rendition of aktar Burman. The name is formed by joining the first half of aktar
and Burman i.e ABUR.

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Birth of abur

§  Setting up a manufacturing plant

Early §s Ayurvedic medicines

§§ Establishment of research laboratories

§ Expands further

0
§ abur ºndia (r. S.K. Burman) Pvt. td.

§ Shift to elhi

§ Sahibabad factory / abur Research Foundation

0
§  Public imited Company

§ Joint venture with Agrolimen of Spain

§ Cancer treatment

§
Public issues

§ Joint Ventures

§ 3 separate divisions

§ Foods ivision / Project STARS

§ Professionals to manage the Company

 Turnover of Rs.1,000 crores

 abur demerges Pharma Business

 abur acquires Balsara

 abur announces Bonus after 12 years

 abur crosses $2 Bin market Cap, adopts US GAAP

 Approves FCCB/GR/AR up to $200 million

 Celebrating 10 years of Real

 Foray into organised retail

 abur Foods Merged With abur ºndia

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c Ownership: This is our company. We accept personal responsibility, and
accountability to meet business needs.
c Passion for Winning: We all are leaders in our area of responsibility, with
a deep commitment to deliver results. We are determined to be the best at
doing what matters most.
c People xevelopment: People are our most important asset. We add value
through result driven training, and we encourage & reward excellence .
c Consumer Focus: We have superior understanding of consumer needs and
develop products to fulfill them better.
c Team Work: We work together on the principle of mutual trust &
transparency in a boundary-less organization. We are intellectually honest in
advocating proposals, including recognizing risks.
c Innovation: Continuous innovation in products & processes is the basis of
our success.
c Integrity: We are committed to the achievement of business success with
integrity. We are honest with consumers, with business partners and with
each other.

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c Focus on growing our core brands across categories, reaching out to new
geographies, within and outside ºndia, and improve operati onal efficiencies by
leveraging technology
c Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe, efficacious, natural solutions by synthesizing
our deep knowledge of Ayurveda and herbs with modern scien ce
c Provide our consumers with innovative products within easy reach
c Build a platform to enable abur to become a global Ayurvedic leader
c Be a professionally managed employer of choice, attracting, developing and
retaining quality personnel
c Be responsible citizens with a commitment to environmental protection
c Provide superior returns, relative to our peer group, to our shareholders

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Consumer Health xivision dealing with classical Ayurvedic medicines

c ºt has more than 250 products sold through prescriptions as well as c

over the counter products. Major categories in traditional

formulations include:
-AsavArishtas
-RasRasayanas
-Churnas
- Medicated Oils
c ProprietaryAyurvedic medicines developed by abur include:
-NatureCareºsabgol
-Madhuvaani
- Trifgol
c ivision also works for promotion of Ayurveda through organised
community of traditional practitioners and developing fresh
batches of students
c JanmaGhunti, Hingoli, Sat ºsabgol & Gripe Water transferred to
CH from CC for greater focus.

üey initiatives:
Æc New Honitus variants- mulethi & mint
Æc abur Activ Antacid 2aunched
Æc Campaigns to promote ethicals portfolio.
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ºB continued its strong growth reporting 43.3% growth during 9MFY09.

c Robust performance in GCC and North African Markets.

GCC 47%
abur Egypt 85%
North Africa 96%
Bangladesh 52%
Nepal 14%

c Key Category rivers for growth are Hair Cream, Toothpaste, Hamamzaithand Olive
Oil.

c Strong New Product evelopment rolls out continues: Amla Hair Cream and new
variants of shampoos being launched in Q4.

c New markets opened during the quarter are 5ebanon, Turkey, Mauritania and China

c
üey Initiatives
c
Æc 1980·s: º Started as an Exporter. Focus on Order fulfillment through ºndia Mfg.
Æc Early 90·s: Set up a franchisee at ubai in 1989. emand generation led to setting up of
mfg in ubai & Egypt.
Æc 1995-2000: Renamed franchisee as abur ºnternational td. ocal operations further
strengthened. Set up new mfg facilities in Nigeria, RAK & Bangladesh.
Æc Now: Building scale-18% of overall abur Sales (9MFY09).High evels of ocalization
& Global Supply chain.

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CCx, dealing with FMCG Products relating to Personal Care and Health Care

eading brands -

c xabur - The Health Care Brand

c Vatika-Personal Care Brand
c Anmol- Value for Money Brand
c Hajmola- Tasty xigestive Brand
c and xabur Amla, Chyawanprash and Lal xant Manjan with Rs.100 crore
turnover each

Vatika Hair Oil & Shampoo are the high growth brand. Strategic positioning of Honey as
food product, leading to market leadership (over 40%) in branded honey market. abur
Chyawanprash the largest selling Ayurvedic medicine with over 65% market share.eader in
herbal digestives with 90% market share. Hajmola tablets in command with 60% market
share of digestive tablets category. abur al Tail is the 2nd argest Brand of Baby Massage
Oil with 33% Market share.

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The shampoo industry in ºndia is Rs 20 billion business where abur¶s shampoo
brands is at Rs 1.3 billion in the ºndia. ºn shampoos, the company has
outperformed the market growing at 25% compared to an overall market growth
of 15%. The focus here is in establishing abur' shampoos as natural / herbal
shampoos-as a credible herbal alternative to existing shampoos in the market. The
Vatika shampoo now has much more modern packaging and communication. The
newly launched Vatika Black Shine Sham poo has been well received in the
market.
Uc Strong performance of Vatika range of shampoos with a
growth of 34% during Q3 and 32.2% during FY09.
Uc Vatika shampoos growing at double the category growth
of 19% (Value-April-ecember 08)
Uc Volume Market Share up from 5% to 6.3% and Value Market Share
up from 5.1% to 5.9%
The focus of this initiative is to continue rapid growth in revenue and profits
leveraging three key strategic drivers - Expansion, Acquisition and ºnnovation. ºn
this roadmap, while abur will continue to be positioned as an herbal specialist
leveraging its knowledge and credentials, it will also widen its business canvass by
extending its products and organization capabilities to service the entire 'Health
and Wellness' space.

Vatika in Hindi means ¶garden·. The brand attempts to live up to the promises ²
beauty and nature ² that are associated with its very name. Starting with these
associations Vatika has assiduously built a brand that delivers on all these values
through its various product offerings. Vatika products contain natural ingredients
that have been blended together through scientific processes at abur·s in-house
research laboratories.

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Vatika is a brand that espouses traditional wisdom about health in a modern
format. ºt believes that nature has perennial answers to day-to-day health issues,
particularly when it comes to hair care and skin care. ºn a world where modern
living causes untold stress the Vatika brand holds out the promise of providing
natural ingredients that rejuvenate and safeguard the human body in an
extraordinary way. This concept is put to work through contemporary, modern
products, offered by Vatika.

The Vatika woman is young, contemporary, educated, multi -faceted,

achievement-driven and confident. ºt is in the Vatika brand that she sees a true
reflection of her own personal ideals.

The green-and-white colours, used in its packaging, reflect the brands· natural
ancestry and give it a premium look. These also h elp Vatika stand out in the
cluttered environment of ºndian retail. ºn this category where players talk about
chemicals ² ZPTO, Ketakenazole etc ² Vatika Anti-andruff Shampoo has
capitalised on the consumers· fear of chemicals by showcasing the efficacy o f
lemon to eliminate dandruff ² with no ill effects on the hair.

The product innovation was fed by the vital consumer insight that many women
in contemporary ºndia are worried about hair problems caused by urban
pollution, frequent change of diet due to geographical mobility and other factors.
Beset by modern-day hair problems, they are far more inclined to rely on home-
grown remedies.

abur Vatika offers a wide range of hair care shampoo- Vatika andruff control,
Vatika Black shine & Vatika smooth & silky shampoo. All these shampoo serve for
a variety of Hair problems faced by the consumers and a very strong alternative
for the chemical & medicated shampoos available in the market.
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Vatika xandruff Control Ehampoo removes dandruff without being violent on hair.
iscover non-violence, the new beauty mantra captured in Vatika andruff Control shampoo
range. Enriched with the goodness of nature, Vatika gently removes 100% dandruff and
prevents recurrence, without causing any damage to hair. So what you get is dandruff-free,
beautiful hair. That's the power of non-violence.
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Vatika Fmooth & Filky Fhampoo is a natural shampoo that conditions from deep within,
while gently cleansing and nourishing the hair. ºts offers the gentle & caring touch of nature
that leave the hair soft, silky and radiant. ºt has the perfect balance of natural ingredients like
Henna, Green Almonds and Shikakai that turn dull & lifeless hair into smooth & silky without
damaging them.

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Vatika Black Ghine shampoo is packed with the goodness of Black Olives and Amla that
help maintain the black colour of the hair and give it incredible shine. Unlike normal
shampoos, Vatika Black Shine Shampoo does not have any harmful chemicals. ºts active
natural ingredients help maintain the black colour of the hair without damaging them.

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The power of Almonds & Coconut Milk with Vatika Root Htrengthening Hhampoo
nourishes the hair from root to tip and helps strengthen hair, reducing hair fall. ºts deep
conditioning formula restores dry, damaged hair and makes it soft & silky.

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abur now presents a range of natural conditioners under brand Vatika. The Vatika
range of conditioners is packed with active natural ingredients that ensure your crowning
glory shines with health. abur·s in-depth knowledge of nature & natural ingredients has helped
create a range of conditioners that offer the goodness of nature without any side-effects, and
give problem-free hair.
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Vatika Smooth & Silky Conditioner has active natural ingredients like Henna and Amla that
ensure natural conditioning of hair, and Green Almonds, which help nourish scalp
and hair.

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Vatika Root Strengthening Conditioner is packed with natural ingredients like Coco Milk,
which provides conditioning, and Almonds that help strengthen the hair from root
to tip.cccccccccccccccccc c
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The distribution network of abur ºndia imited is a very simple but effective
distribution network spreading across various channels providing for an in depth
coverage facilitating the products to reach the consumers. The products come from
factory to the .C situated in each state of ºndia and then the distribution divides
into URBAN ºSTRºBUTºON, RURA ºSTRºBUTºON and MOERN TRAE.
URBAN ºSTRºBUTºON
The urban distribution basically needs various stockiest who are responsible to reach
the market regions of a place. They collect the stocks from the stockiest and supply
to wholesalers, semi wholesalers and retailers which finally reaches the customers.
The market regions are divided into BEAT PANS which consist of various areas to
be covered through distribution process. This beat plans consist of BEAT TYPES
which deal with WHOESAE & ºNEWºSE divisions for products that would help
in efficient distribution.

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All companies are having their own planning and business strategies but the
company who is having the best, is the most successful company among its
competitors. So the company can get success within its competitors by applying best
and effective marketing strategies.

The Primary objective of the project was to understand the prevailing

I
market conditions of xabur Vatika hampoo in Hair-care shampoo
market segment in the area of Bhubaneswar through a market survey.

To attain this objective various other sub objectives are needed to be achieved.
These are listed below.

Æc To analyze the Availability & Visibility of various brands of shampoo with

special reference to abur Vatika Shampoo in Bhubaneswar.
Æc To find out the Market share of abur Vatika Shampoo in terms of Sales and
other brands of shampoo in Bhubaneswar.
Æc To analyze the consumer preference to various brands of Shampoo through
the Retailers.
Æc To analyze Sales & Promotion of abur Vatika Shampoo & other Shampoo·s
Æc To analyze the level of service provided by the Stockiest of the various brands
of Shampoo available in the Retail market
Æc Finally, to carry out a competitor analysis of the various brands of Shampoo
for various aspects of service provided. 
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jCOPE:

Æc The study has been done for the hair care -shampoo market by studying the
market condition through the retailers· point of view so more or less it helps
in understanding the consumer preference towards the shampoo market with
special reference to abur Vatika shampoo.

Æc The study can help in analyzing certain weak point, improving on which a
company can overcome the low sales of abur Vatika Shampoo but only in
the Bhubaneswar region covering the areas Saheed nagar,Unit 3& 4 ,
Rasulgarh ,Jaydev vihar,C.S .Pur.

LIMITATIONj:

Æc The study is based on the perception, ideas and preferences of the respondent
(retailers), which are complex in nature and depend upon subjectivity of the
individual.

Æc At times there was lack of cooperation from respondent for research.

Æc The research was carried out in certain parts of Bhubaneswar only therefore
findings and suggestions are limited to those parts only.
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- Phillip Kotler


Marketing research plays an important role in the process of marketing starting with
market component of the total marketing tasks. ºt helps the firm to acquire a better
understanding of the consumers, the competition and the marketing environment.
Research extends knowledge about a particular case through the researcher who
builds up a wealth of knowledge through their research findi ngs.
c

It is a step-by-step logical process, which involves:

c efining a problem
c aying the objectives of the research
c Sources of data
c Methods of data collection
c Tabulation of data
c ata analysis & tabulation
c Conclusions & recommendations


Research Plan
The Primary objective of the project was to understand the prevailing market
conditions of in Hair-care shampoo market in chosen areas of Bhubaneswar with
special reference to abur Vatika Shampoo through a market survey. What is the
trend in shampoo market and brand awareness of abur Vatika Shampoo.
c

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Nature of Research
Pure and applied research

Pure research is taken for the sake of knowledge without any intention to apply it in
practice. ºt is undertaken out of intellectual curiosity or inquisitiveness. ºt lays the
foundation for applied research. Applied research is carried on to find solution to a
real-life problem so it is problem oriented and action oriented.
Exploratory research

Exploratory research is preliminary study of an unfamiliar problem about which the

researcher has little or no knowledge at all. ºt is done at two levels- first, the
discovery of variables in the situation. Second, is the discovery of relationship
between the variables.
Experimental research

ºt is designed to assess the effects of particular variables on a phenomenon by

keeping the other variables constant or controlled.
xescriptive research

A descriptive study is a fact finding investigation aimed at identifying the various

characteristics of a problem under study but it does not deal with testing of
hypothesis. ata are collected by using observation, interviewing and mail
questionnaire.
My project involved descriptive research of study

xata Collection
The descriptive nature of research necessitates collection of primary data from
retailers through market survey, personal interview technique was used and
interview was conducted through structured questionnaire the question was asked
in prearranged manner. The market research was conducted over a period of 60
days. ata was tabulated, analyzed and suggestion and recommendation were given.

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jources of data:

ata refers to a collection of natural phenomena, descriptors, including the results

of experience, observation or a set of premises. This may consist of nos., words or
images particularly as measurements or observations of a set of variables.

There are two sources of data:

‡ Primary Source

‡ Secondary Source

Primary jource
ata obtained from the first hand by the researcher is called the primary data. This
data is that the researcher collects himself. ºt is reliable way to collect data as it
requires researcher to interact with the source and extract information. ºt allows the
learner to access original & unedited information.

ºts methods are -

Surveys
Observations
Questionnaire
Experiments

I collected data using the primary method by interviewing the retailers through a
structured questionnaire.


jecondary jource:

Secondary data refers to the data available in some form or another and may include
the result of the previously performed research or the available materials.
Secondary sources take the role of analyzing, explaining & com bining the
information from the primary source with additional information.

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ºts sources are-

INTERNAL jOURCE   EXTERNAL jOURCE 

Sales Records ºnternet

Marketing activities Standardized Sources - Store audits, CPP, etc.
Cost ºnformation Electronic Published ata
istribution Report Printed Published ata
Feed back
The secondary source for my project is collected from xabur India Ltd website
and by the data given by Mr. xheeman Bhattarcharya, the Regional jales
Manager of xabur India for Orissa. I was also provided with needed information
from jenior jales Officer, Bhubaneswar

Research instrument
The Research instrument chosen for conducting the survey was structured
questionnaire as shown in the annexure. The questionnaire includes open ended as
well as close ended question, few open ended question were included to obtain the
perception of the retailers.

jampling Technique
The procedure by which some members of a given population are selected as
representatives of the entire population.

ÿ
 
  ones in which members of the population have a known
chance (probability) of being selected c
G

 
 : instances in which the chances (probability) of
selecting members from the population are unknown. The project involves non -
probability sampling technique

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  samples that set a specific number of certain types of
individuals to be interviewed. Often used to ensure that convenience samples
will have desired proportion of different respondent classes.

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 My sample technique involved quota sampling as I was provide d five beat
areas with definite number of retail outlets to be covered in my project.
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jampling units

Sampling units were geographical area of Bhubaneswar which were divided into four
market beat plan.

Geographical areas visited:

1.c Saheed nagar.
2.c Unit -3& 4.
3.c Rasulgarh ²axmi, Palasuni.
4.c Jaydev Vihar-Bda,Mayfair,M .Vihar,A.Vihar.
5.c C.S Pur- amana,Saileshri Vihar,Niladri vihar.

The retailers visited during the survey were considered the sampling units c
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jample jize

The sample size according to the quota sample was 184retailers but º covered
118retailers so the actual sample size is 118 units. This is because some of the
outlets were closed or did not respond to the survey, some were medicine shops
which did not keep shampoo·s and some did not keep abur pr oducts which was
the special focus of my research.

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As per the data collected in survey and represented in the table, we can observe the number of
outlets where the various shampoo brands are available. We found that HEA&SHOUERS
Shampoo is leading in availability, present in 118 store, followed by VATºKA,
PANTENE,CºNºC PUS, OVE, SUNSºK,CºNºC ACEAR,GARNºER FRUCTºS

ABUR VATºKA comes in 2nd place with 115 outlets having the availability in Sachet Shampoo
category.

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As per the data represented in the graph, it can be clearly seen that CºNºC PUS is the market
leader in terms of sales of sachets followed by CºNºC A CEAR, SUNSºK ,VATºKA, H&S,
PANTENE,OVE and GARNºER.

VATºKA acquired no.5 in terms of sale in ARº.

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The rankings of various Shampoo brands are done according to response from 118 retail outlets.
CºNºC PUS has been rated the most preferred shampoo brand with 53 from 118 outlets

abur Vatika is rated rank 1 only by one outlet.

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The rating given by  retailers is ´Goodµ when they were asked about the behavior and
relationship maintained by the salesman of abur Vatika with them. This shows that the
salesman have a good relationship with the retailers.

Providing all schemes & discounts

Providing all schemes & discounts Excellent Very Good Fair Poor
Good
Saheed Nagar 0 2 8 6 10
unit 3&4 0 3 8 8 5
Rasulgarh 1 2 4 6 1
Jaydev vihar 0 0 7 5 12
C .S PUR 0 2 3 4 15
Total 1 9 30 29 43
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The rating given by  retailers is ´POORµ which shows that the retailers are not getting
proper schemes and discounts for abur Vatika Shampoo.
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The rating given by 33 retailers is POORµ which shows that the retailers are not getting credit
while purchasing abur Vatika Shampoo.
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There should be clear and proper sales promotion when it comes to promoting the abur Vatika
Shampoo to the customers as well as the retailers because there is a mixed response towards it as
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10 retailers rate the promotional activities as very good,36 retailers rate it as Goodµ,30 retailers
rate as Fair and 37 as poor.

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The sales promotion activities are not attractive to create consumer purchase and generate
traffic for abur Vatika shampoo as 7 retailer·s rate the Attractiveness of Sales
• • •
Promotion/Schemes is as very goodµ, 36 retailer·s say goodµ and 33 say its fairµ, and 39 say
poor.
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The sales promotion activities are not innovative to create consumer purchase and generate
traffic for abur Vatika shampoo as 37 retailer·s rate the ºnnovativeness of Sales
˜ ˜ ˜
Promotion/Schemes is as goodµ, 28 retailer·s say Fairµ and 37 say its poorµ.
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The response of 42 retailers was POORµ,33 say FAºRµ,36 say GOOµ and 8 VERY
GOOµ which implies that when it comes to introduction of more schemes and immediate
response of abur towards the marketing activities and strategies of competitor shampoo brands
of HU, P&G and Garnier is NOT adequate.

jufficient supply of stocks with jchemes/offers

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There is adequate supply of stocks with schemes/offers as 35 retailers rate the performance of
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stockiest of abur Vatika shampoo as goodµ and 39 retailers rated as µPOORµ which was
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The advertisements for abur Vatika Shampoo is fairly adequate but not sufficient enough as 49
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retailers rate it as Fairµ while 42 rate it as Goodµ in terms of adequacy.

Effectiveness of the advertising in increasing sales

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The advertisements for abur Vatika Shampoo are poorµ to very goodµ when it comes to
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increasing sales as 16 retailers· rate it as poorµ and 8 retailers rate it as very goodµ.

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There is insufficiency in shop-based materials as 33 retailers have responded Poorµ when it
comes to shop-based materials for abur Vatika Shampoo.

©uality of Media advertising


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The quality of media advertisements is poorµ to fairµ as 56 retailers rated it as poorµ and 41
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retailers rated it as Fairµ.
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There is merchandising problem for Vatika shampoo as the 63 retailers rate it as Poorµ

uality of merchandising
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The quality of merchandising for Vatika shampoo is also not good as the 55 retailers rate it as
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Poorµ.
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º 
From the interpretation of the data, we come to know that Clinic plus and Pantene are on no.1
and no.2 respectively.,H&S and Sunsilk are ranked after them.

abur Vatika is ranked at no.5 that means it needs to be more innovative than its competitors in
Sales promotion/schemes.

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º
ëôôë
P
º 
From the interpretation of the data, we come to know that Clinic plus and Clinic allclear are on
no.1 and no.2 respectively. Sunsilk, Head & Shoulders, Pantene are ranked after them. Basically
HU & P&G are very good in keeping their market share by responding quickly to other
competitor schemes.

abur Vatika is ranked at no.6 followed by ove & Garnier Fructis shampoo.

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When it comes to advertising Clinic plus and Head & Shoulders are no.1 and no.2 respectively.
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ranked at no.7 that means it needs to provide high quality merchandising at par with its other
competitors at the retail outlets.Garnier is at no.8 respectively.

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Æc uring the survey it was found that the availability of abur Vatika shampoo (in lari)
was less as compared to other competitor brands.

Æc The visibility of abur Vatika shampoo (in lari) was also not good in most of the retail
outlets.

Æc All the variants abur Vatika Shampoo (sachets) are not properly merchandised.

Æc The retailers not satisfied with the credit system. They want more credit days for the
payment.

Æc We found that in some of the retail outlet which are located in the interior don·t get the
adequate and frequent supply of the abur product.

Æc The profit margin on abur Vatika shampoo (sachets) is less as compared to other
competitor brands.

Æc The frequency of consumer sales promotion and retailer sales promotions is not upto the
mark.

Æc The retailers are not satisfied with the damage settlement of abur Vatika shampoo done
by the stockiest.

Æc The retailers responded negatively when it came to marketing and promotional activities
of abur Vatika shampoo with respect to other competitor brands.

Æc ºn some of the store we found that retailers are complaining about the behavior of the
sales person as they are saying that they will supply the abur products only when if the
purchase more than 5000 at a time.

Æc There are 10 outlets are covered indirectly through wholrsalers.

Æc There are 10 outlets using self managed transportation to get their required products
from the nearer market.

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Æc The availability and visibility of a product should be emphasized.

Æc Better distribution channel should be maintained.

Æc Company should introduce sales promotion schemes like free weight, contest, free gifts
trials, offers etc and consider more below the line promotion for Bhubaneswar.

Æc A proper feedback mechanism should be established so that feedback from consumer &
retailers should be taken and implemented.

Æc There should be incentives for merchandisers for every display they enroll.

Æc Selection of skilled and trained salesman affects the sales.

Æc Right on time concept is very important in the FMCG ºndustry because in the absence of
it retailers purchase other company products.

Æc Frequency of advertisement should be increased to make the consumer familiar to

products.

Æc Promote Vatika anti-dandruff variants- so that it will compete with the Head & shoulder
and Cilinic all Clear.

Æc Consumers have strong perception and belief about the Ayurvedic nature of the abur,
so that company should come with the Ayurvedic concept Shampoo to harness that
segment of the consumer.

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Websites

Æc www.google.com
Æc www.dabur.com
Æc www.business-standard.com
Æc www.wikipedia.com
Æc www.marketresearch.com
Æc www.timesofindia.com

Books referred to;

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