U&A Study For Henna - Emami Ltd.

Regn. No. 200923015, Dept. of Mgt.
Studies, SMIT
Chapter I: Introduction
1.1 Company profile

1.2 About the project work
o Objective of the study
o Scope of the study
1 Cntd. to next page

Regn. No. 200923015, Dept. of Mgt. Studies, SMIT
1.1 Company Profile:
T he commencement of Emami Group took place way back in mid seventies when
Mr. R.S. Agarwal and Mr. R.S. Goenka left their high profile jobs with the Birla Group to set
up Kemco Chemicals, an Ayurvedic medicine and cosmetic manufacturing unit in Kolkata in
1974.
The company started manufacturing
cosmetic products as well as Ayurvedic
medicines under the brand name of Emami
from a small factory in Kolkata. A chain of
distributors was established and the sale of
Emami products spread from West Bengal
to rest of Eastern India and gradually to
other states.
Ten years after commencement of the company, it launched their first flagship brand
Boroplus Antiseptic Cream under the Himani umbrella in 1984. Many additional brands
followed Boroplus including Boroplus Prickly Heat Powder which came as a brand extension
of the mother brand. Emami brands started selling in all states of North, East and West India.
Today Boroplus is not only the largest selling Antiseptic Cream in India but also in Russia,
Ukraine, and Nepal.
Nineties was very eventful for Emami. The next flagship brand of the company
Navratna Cool Oil came in the nineties under the Himani Umbrella and the second factory
was opened at Pondicherry to expand production. Navratna over the years has become a
market leader in the cool oil category.
Emami Ltd, the flagship company of the Rs 2000 crore Emami Group, is a leading
player in the personal and healthcare consumer products industry in India. A jewel in the
crown of the conglomerate, the company is a coveted Rs 700 crore business entity engaged in
manufacture and marketing of health, beauty and personal care products that are based
entirely on ayurvedic formulation.
Established by Mr. R S Agarwal and Mr. R S Goenka in 1974, Emami Limited has
over 25 brands under its portfolio. The company‟s financials show it has repeatedly
outperformed the industry standards. Emami Ltd has maintained a CAGR of 25% over the
last three years compared to the industry average of 16-17%.

Understanding the human needs and fulfilling them by dint of technical research is a
positive feature of Emami. This is being made possible by Himani Ayurveda Science
Foundation (HASF) that generates the very best of ayurvedic formulations. The foundation‟s
unique range of healthcare products aptly caters to consumer needs. The world class quality
control methods and processes maintained by HASF ensure optimum utility of each
ingredient. The foundation is completely engaged in constant innovation and pharmaceutical
enhancements.
Boroplus brand is the market leader in
the antiseptic cream segment; the Navratna Oil
is also in the pole position in the cool oil
segment. Fair and Handsome is the pioneer in
the fairness cream for men segment. Emami‟s
products in different categories like cool oil,
antiseptic cream, fairness cream for men, and
Pic: Mr. R.S. Goenka & Mr. R.S. Agarwal the crème herbal hair pack have carved a niche
for themselves in their respective segments.
Boroplus has been selected as among the top 100 brands by the Brand Equity of The
Economic Times. In 2006 and 2007, Navratna has been ranked the 6th Most Energized
Indian Brand by the DY&R Brand Asset Valuator.
Sona Chandi Chyawanprash, Himani Fast Relief (ayurvedic pain relief ointment),
Mentho plus (pain balm), Hairlife (crème herbal hair pack) and Emami Malai Kesar (cold
cream) are also major players in their respective categories. Brand extensions have helped
Emami consolidate its position in the market and also cater to varied consumer needs.
Emami has recently entered the glycerine soap category with Emami Pure Skin and
petroleum jelly category with Emami Vasocare.
Emami has successfully established its brands through strong celebrity endorsements.
It is the only corporate entity in the country to have both Amitabh Bachchan and Shah Rukh
Khan as brand endorsers for the same brand Navratna. The concept of brand endorsement by
celebrities has been successfully experimented in case of 25 brand launches. Besides
Amitabh and Shah Rukh, other celebrity endorsers of Emami‟s brand include Madhuri Dixit,
Kareena Kapoor, Govinda, Sourav Ganguly, Chiranjeevi, Surya and Upendra among others.
Emami has also taken up a major revamping project to enhance the sales and
distribution, human resources development and logistics with the globally renowned
professional advisory services firm, Ernst and Young. „Project Navodaya‟, as it is truly
called, will help Emami fast track its topline and bottom-line growth and build a robust
platform for growth initiatives
Emami covers all the states with 28
depots across India. Its supply-chain
management assumes immense significance
which was aptly reflected through remarkable
expansion in dealer-distribution network, outlets
and manpower. The domestic sales and
distribution division directly covers 4,00,000
outlets all across the country along with an
additional 2100 modern retail outlets. Emami‟s
products reach out to nearly 30 lakh retail outlets
Pic: Emami Towers, Kolkata across India through 4,000 distributors.
The company has ultra modern manufacturing facilities all across India including
Kolkata (West Bengal), Guwahati (Assam), Pondicherry, Uttaranchal and Baddi (Himachal
Pradesh). It has adopted the Total Quality Management system and all its manufacturing
facilities have received cGMP and ISO 9001:2000 certifications.
Recently Emami Limited with an investment of Rs 700 crore has acquired Zandu
Pharmaceuticals Works Ltd on the basis of huge business synergy between Zandu and
Emami.
Emami Ltd has recently been conferred the Most Enterprising Company of the Year
by IIPM (Indian Institute of Planning and Management) and The Sunday Indian publication
of the Planman Media Group. In 2007, the company received the Institute of Cost and Works
Accountants of India (ICWAI) Award for Excellence in Cost Management.

Ideology:
Vision
Making people healthy and beautiful, naturally
Mission
To contribute whole heartedly towards the environment and society integrating all our
stakeholders into the Emami family
To make Emami synonymous with natural beauty and health in the consumers mind
To effectively manage talents by building a learning organization
To strengthen and foster in the employees, strong emotive feelings of oneness with the
company through commitment to their future
To drive growth through quality and innovation in products and services
To uphold the principles of corporate governance
To encourage decision making ability at all levels of the organization

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

Mr. R S Goenka, Director, Co-founder of Emami Group of Companies
Mr. S K Goenka, Managing Director
Mr. Viren J Shah, Director
Mr. K N Memani, Director
Mr. S K Todi, Independent Director,
Mr. Vaidya S Chaturvedi, Independent Director
Mr. Mohan Goenka,Wholetime Director
Mr. Aditya V Agarwal, Wholetime Director
Mr. Harsh V Agarwal, Wholetime Director
Ms. Priti Sureka, Wholetime Director
Mr. Amit Kiran Deb, Independent Director
Mr. S. B. Ganguly, Independent Director
Mr. Y. P. Trivedi, Independent Director
Management Team:
Mr. Manish Goenka, Director

Mr. Prashant Goenka, Director
Mr. N Venkat, CEO and ED
Mr. N H Bhansali, CFO and President
Mr. Shyam Sutaria, CEO - IMD
Mr. Saroj Chakraborty, CEO - Foods Division
Mr. R K Surana, President - Operations and Commercial
Mr. Krishna Mohan, President - Sales
Dr. S K Mitra, CEO -Technical
Mr. Gaurav Roy Chowdhury, VP - Sales and Marketing
Mr. Kushal Banerjee, VP- Human Resource

1.2 About the project work:

The project is about the study of usage & attitude among the users & non users of
natural henna of Kolkata & Asansol in order to identify the growth divers for the category of
Natural Henna. At the very primary level i.e. before proceeding to the main work, a primary
Market visit to 15 retail outlets of Sir Stewart Hogg market [New Market], Kolkata &
Competitor package evaluation was done in order to get a clear understanding of this
segment.
Depending on this information some main information areas were defined following
which the main work was supposed to be started. These are as follows:
o Need mapping
o Triggers & Barriers
o Category Mapping
 Usage
 Attitude
 Perception
o Brand Mapping
 Perception of different brands
After these a detail break up of these information areas were prepared for the main
research work. Depending on these information areas, a qualitative primary research
consisting of two focus groups and four in-depth interviews were conducted among the users
& non users of natural henna in order to get a detail insight over these information areas.
The participants of one of the focus group discussion were the users who all were below 30
years of age & the participants of another one were the non users of below 30 years of age.
Interview was taken of two users & two non users who all were above 30 years of age.
After all these the main questionnaire was prepared for interviewing the consumers
for the quantitative primary research. The total sample size was 240 which was sub divided
as follows:
Users Non-users Total

Male 30 30 60
15-30yrs
Female 30 30 60
Male 30 30 60
30-50yrs
Female 30 30 60
Total 120 120 240

Information was also collected from various secondary sources as Retail outlets, &
Internet. At the very beginning, 15 retail shops were visited and after that another 30 outlets
were visited covering the main markets of Kolkata.
The break-up of the total project schedule was as follows:
Activities Dates No. of days

Date of joining 24th May‟10
12 days
Proposal Sanction 5th June‟10
Questionnaire Preparation, 6th June‟10 to 10th June‟10
5 days
Questionnaire Sanction
Market Survey & Data Collection, 11th June‟10 to 21st July‟10
Review of the Collected Data & 35 days
Recollection
Data Analysis, Preparation of 22nd July‟10 to 31st July‟10
10 days
Report, Presentation
Total 24th May 2010 to 31st July 2010 62days [Excluding off days ]

Objective of the study:
 Business Objective:
 To identify the growth drivers for the category of Natural Henna.
o Identifying the product positioning parameters of the different existing
brands & new players of henna.
 Marketing Objective:
 To do the Usage & Attitude analysis among the users & non-users of Natural
Henna.
o To identify the Triggers & Barriers.
o To identify the purchase behavior.
o To find out the usage patterns.
o To get an insight of the user’s attitude towards different brands.
 To find out an effective media for advertisements of Henna.

Scope of the study:
The study of this project provides knowledge about the consumer preferences
regarding all the facts relevant to usage of henna. It helps the company Emami Limited
identify the target segment of henna and also to get a clear insight about the buying
behavior and usage pattern and as a whole, to identify the growth drivers for the category
of Natural Henna.
It gives a clear idea about the need of the using henna and the satisfaction level as
well in order to check whether the consumers are satisfied with their products or not.
The study focuses on finding out the triggers to using henna and the barriers to
avoiding henna as well.
It also focuses on the perception of the peoples towards henna and more specifically
their perception towards different brands of henna which are available in the market.
The study gives a clear idea about the media usage pattern of the peoples and
preferences thereof which might help in advertisement media planning and to draw the
attention of the peoples efficiently with effective advertisements.
The secondary research like retailer survey, competitor package analysis of the
other players will help to find out their pricing strategy, promotional strategy to some
extent.

Chapter II: Methodology
2.1 Work Breakdown Structure

2.2 Sources of Data
2.3 Composition & Size of the
Universe
2.4 Reasons for selecting samples
2.5 Questionnaire design
2.6 Analysis of the Data
2.7 Findings of the Secondary
Research
2.8 Limitations of the study

2.1 Work Breakdown Structure:

The project work consists of several phases like:
 Segment Understanding:
o Market Visit
o Competitor Package Evaluation
 Questionnaire Finalization
 Data Collection
 Data Collation & Analysis
Flow chart of the functions involved in the study:
Market visit
Competitor package evaluation
Questionnaire finalization
Secondary research Primary research
 Expert interviews:  Qualitative/ Exploratory

Retail outlets of Kolkata research:
 IRS Data Focus group & Direct
 Data provided from the interviews
company  Quantitative/ Conclusive
Research
Data collation & analysis
Recommendations

2.2 Sources of Data:

 Primary research:
o Quantitative/ Exploratory Research:
Direct interview of the consumers through questionnaire
o Qualitative/ Conclusive Research:
o Focus group:
Two group discussions separately for the users & non users of the Natural
Henna were arranged to get an insight over the Usage & Attitude of Natural
Henna.
o Interviews:
In depth interviews of the users & non users of Natural Henna
 Secondary Research:
o Expert interviews:
Survey of the retail outlets.
o IRS data:
Key takeouts regarding the usage & attitude of Natural Henna for the period of
Jan-Dec 2009.
o Data provided from the company
o Internet

2.3 Composition & Size of the universe:

Primary Research:
Consumer survey:

Male 30 30 60
15-30yrs
Female 30 30 60
Male 30 30 60
30-50yrs
Female 30 30 60
Total 120 120 240
Focus group:
Users of Henna Non-users of Henna

[Below 30yrs of age] [Below 30yrs of age]
[5 peoples] [6 peoples]
Interviews:
Users of henna Non-users of Henna

[Above 30yrs of age] [Above 30yrs of age]
Secondary Research:
Expert Interviews:
o 30 retail outlets covering all the major markets of Kolkata

2.4 Reasons for selecting samples:

The focus groups & the direct in depth interviews were arranged to get an idea about
the usage pattern and all other relevant factors to usage of henna before starting with the
main part of the study.
Equal number of users & non users of natural henna consisting of both males &
females were surveyed to get a clear insight of the usage & attitude of the peoples. Same
number of peoples from different age groups was interviewed to find out if there is any
particular usage pattern.
The retailers were also surveyed to get an overview of this particular market segment
& find out the promotional strategies, pricing strategies & the positioning strategies etc.
2.5 Questionnaire design:
Depending on the various hypotheses of the focus groups & the interviews, the
questionnaire was prepared based on the pre fixed information areas.
The questionnaire mainly consists of closed ended questions with all probable
options.
There were mainly four parts in the questionnaire. These are:-
Personal information:
Personal information of the respondent & the main wage earner of
his/her family in order to find out the SEC.
Questions for users:
This part of the questionnaire is to find out the usage pattern, buying
behavior, triggers behind using henna etc.
Questions for non users:
This part is for finding out the barriers against using henna,
expectations from the product etc.
Brand awareness & media usage:

This part is for the users & non users both. The brand awareness
portion is to get an idea about the brand awareness, brand personality
etc. The media usage part is to get an insight of the media using habits
of the people which might help in advertisement media planning.

2.6 Analysis of the data:

Statistical analysis is conducted based on the accumulated data and information using
statistical techniques like pie chart, bar chart in Microsoft excel etc.
2.7 Findings of the Secondary Research:
 Brand wise Analysis: Positioning:
Emotional
Brand Positioning Rational Benefit
Benefit
Perfect mix of 9 selected
herbs with Rajasthani
Nupur gives the
Mehandi not only does the
100% natural; hair a new
Godrej Nupur Mehandi coloring & conditioning but
Shiny look. attractive look.
also gives a new look to the
hair.
Enriched with the natural It gives the

colors & other natural trendy looks
Neha Herbal Mehandi Effective Coloring.
qualities. with the trendy
colors.
Makes the hair beautiful &
Useful for effective
guaranteed colors for the It is the secret of
Prakash Mehandi decoration for hair &
decorations of the hand & the beautiful hair
hands, feet as well.
feet as well.
It‟s a rare blend of natural
herbs enriched with parity of
natural herbs, It gives
Black rose Natural Black color
nourishment & natural color
to hair, Contains Mehandi,
Amla, Shikakai.
I natural medicinal herbs to
keep the hair and scalp
Extra Shine & bouncy
Habibs Henna manageable and soft with the
Hair
desired hair colors through
multiple applications.
Made of pure Rajasthani
Ayur Henna Extra Rich Natural herbs which give dark brown
shades.
Colors the hair perfectly with
Akanksha Keshrang Ayurvedic Medicine better conditioning & doesn‟t
harm anyway.
Enriched with natural
proteins, Vitamin C & E,
VLCC hair shine Symbol of
Mask Root Powder Margosa, Indian Gooseberry
ayurvedic henna passion & love
which does better coloring &
conditioning
Ayurvedic Medicine, Powerful blend of henna &
Not cosmetic, other herbs does better
Shahnaz Henna
Professional power coloring, conditioning &
pack prevents hair fall & dandruff.

 Brand wise Analysis: Pricing:
Retailer’s Purchase Retailer’s margin

Products: Size [gm] MRP [Rs.]
Price [Rs.] [%]
20 6.00 5.31 13
40 12.00 10.62 13
Godrej Nupur
70 20.00 17.70 13
Henna
170 40.00 35.40 13
500 120.00 106.19 13
30 20.00 16.95 18
Mayuri Henna
50 28.00 23.73 18
Habibs Henna 200 120.00 104.35 15
Shahnaz 100 80.00 70.18 14
Henna 200 150.00 131.58 14
Ayur Henna 100 25.00 21.74 13
Natural 170 40.00 34.78 13
100 25.00 21.74 13
Herby
200 40.00 34.78 13
Jovees Henna
& Brahmi 150 185.00 163.72 13
Mehandi
VLCC natural
100 60.00 52.17 15
color powder
Akansha 100 30.00 25.42 18
Keshrang 200 55.00 46.61 18
Naturoma
100 28.00 24.56 14
Henna
Beauty Herbal 200 36.00 31.58 14
Veola Henna 45 60.00 52.17 15
Henna
100 35.00 30.43 15
conditioner

 Brand wise Analysis: Availability:

Grocery Shops:
12
10
8
6
4
2
0
Nupur Prakash Herby
Among the 10 grocery shops visited, Godrej Nupur Mehandi was found available
everywhere. Prakash Mehandi was available in 3 shops whereas Herby Herbal Henna was
found in 2shops.
Stationary Shops:
12
10
8
6
4
2
0
Nupur Prakash Herby Mayuri Hanuman
In the case of the general stationary shops also, Godrej Nupur Mehandi were the most
visible brand. Prakash Mehandi was found in 2 stores & Herby Herbal Henna, Mayuri
Henna & Hanuman Henna was found available in respectively 7, 6 & 3 stores.
Specialized Cosmetic Store:
12
10
8
6
4
2
0
Nupur Ayur Herby Habibs Shahnaz Mayuri Jovees

In the specialized cosmetic stores, some more brands like Habibs Henna, Shahnaz
Henna, Jovees Henna & Brahmi Mehandi, Ayur Henna Natural etc were found. Godrej
Nupur Mehandi, Ayur Henna Natural, Herby Herbal Henna & Mayuri Henna were the
most available brands in this kind of stores.
 Most selling SKUs:
Although every brands of henna are available in various sized packs but the market
demand generally is not equal for all of these. The most selling SKUs of different brands
are listed down here:
Products: Size [gm]

70
Godrej Nupur Mehandi
170
Mayuri Henna 50
Habibs Henna 200
Shahnaz 100
Ayur Henna Natural 100
Herby 100
Jovees Henna & Brahmi
150
Mehandi
 Stock Position:
In grocery shops 5-6 packs of different which they use to keep brands are available.
These shops generally don‟t order in a weekly or monthly basis. They feel comfortable to
maintain the stock according to the demand.
In the general stationary also, maximum 10 packs of the each brands were seen. Some
of the shops, having regular off take, order henna in a monthly or weekly basis. Others
maintain the stock according to the market demand.
The cosmetic stores are maintaining a healthy stock every time. On an average they
are keeping at least a dozens of every most selling SKUs of different brands. The off take
is high in these stores than the other. So, to maintain the stock, they have to place orders
regularly.

 Most selling Brands:
Grocery Shops Stationaries

Nupur Herby Nupur Herby Mayuri
20%
30%
20% 60%
70%
Cosmetic Stores
Nupur Herby Habibs Ayur
10%
20% 40%
30%
 Display:
There was not any POP seen for any in any kind of stores. There is not any paid
visibility support from any company for henna. There were not any shelf strips, danglers
etc. of henna in the total market area covered during the survey. All the packs were
displayed in an ordinary manner in the outlets. Some of the stores don‟t even display
henna. Some of the instances are shown below:
Godrej Nupur Mehandi in a Grocery Godrej Nupur Mehandi in a Cosmetic

Store

Habibs Henna is being displayed in the showcase of a cosmetic

store.
Nupur, Herby, Prakash, Mayuri Henna in the

shelf of a store which are not displayed.
Highlights of the retailer survey
1. Henna is available in all kind of stores like groceries, general stationary shops and of
course in cosmetic stores.
2. Godrej Nupur Mehandi is the most selling brands among all other brands.
3. Instead of all the big sizes, the medium sized SKUs [sized between 70gms to 200gms]
are being sold mostly.
4. No display support is being provided from any company for Henna.

2.8 Limitations of the study:
These 10 weeks at Emami Limited was a very good experience. It was a practical learning
for me. I was able to get a clear insight about some aspects of a FMCG company. It was
through the official help that I got from the employees and the face to face interaction that I
had with the consumers as well as retailers. However during this learning there were some
limitations that were a hindrance in making my project a better one. The limitations were:-
1) The respondents were not giving that much time so that I could finish my interview.
2) During the consumer survey the respondents were hesitant to give their phone
numbers for reference.
3) To cover such a big sample size in the tough Monsoon weather was difficult.
4) The study was conducted within Kolkata & Asansol. So, there will be error to judge
the market of all over India based on this report.
5) A beauty parlor & salon survey was also done but due to the insufficient response any
meaningful insight couldn‟t be fetched.
6) The general official confidentiality regarding the new product was a barrier too.

Chapter III: Analysis & Findings

[Primary Research]
3.1 Findings of the Qualitative/

Exploratory Primary Research
3.2 Findings & Analysis of the
Quantitative/ Conclusive
Primary Research

3.1 Findings of the Qualitative primary research [Focus groups & Personal interview]:
These are a few points regarding the purpose, barriers & expected features or qualities
of henna which were highlighted in the focus groups and the interviews which were
arranged as a part of the qualitative primary research.
Purpose Barriers Expected Features
Coloring & conditioning 1. As it is needed to be 1. Smoothness i.e.
kept for a longer shouldn’t make the
time after applying, hair dry immediately
it catches cold. after using henna
Specially in the 2. Ready to use form
winter time it can’t can be effective as it
be used frequently will not take that
2. Applying henna is a much time to apply.
lengthy process & 3. If it gives instant
thus very difficult to result, then it might
apply be able to pull the
3. Can’t be applied customers towards
without the help of it.
another person
4. For the purpose of
coloring, it doesn’t
give instant result.
5. It comes in limited
shades.
6. Highlighting can’t
be done using henna
7. Hair becomes dry
immediately after
using henna & the
curly hair becomes
unmanageable
8. To make henna
effective a lot of
natural ingredients
such as curd, tea,
lemon, egg is needed
to be mixed with it.

3.2 Findings and analysis of the quantitative primary research [Consumer survey through
questionnaire]:
User:
In this category, 120 peoples were interviewed from which, 60 were male & 60 were
female. Each of these groups consists of 30 peoples of below 30years of age & the same
number of above 30years of age. The findings are:
 Socio Economic Class of the users of Henna:
Among the users of henna 43%
SEC belongs to SEC A1, 31%
A1 A2 B1 B2 C D belongs to SEC A2, 10%
belongs to SEC B2, 9% belongs
2% to SEC D, 5% belongs to SEC
10% 9% B1, and 2% belongs to SEC C.
5% 43%
31%
o Durables owned:
o Mobile:
Mobile usage Mobile Brands

User Non user Blackberry i-Phone Nokia
0% Samsung HTC LG
1% 10% 2%2%
17%
68%
100%
Among the 120 peoples everyone uses a mobile. Among the users, 68%
peoples are using Nokia, 17% are using Samsung, 10% peoples are using LG, 1%
peoples are using HTC, Blackberry is being used by 2% & i-Phone also is being used
by 2% people.

o MP3 Player:
MP3 player MP3 player brands

usage Apple i-Pod Sony
User Non user
14%
47%
53%
86%
Among the 120 peoples, 14% peoples don‟t use a MP3 player & the rest 86%
peoples use. Among the users, 53% peoples are using Apple i-Pod, 47% are using
Sony.
o Camera:
Camera usage Camera brands

User Non user Canon Nikon Sony Kodak
10%
25%
16%
12% 62%
75%
Among the 120 peoples, 25% peoples are not having a camera & the 75%
peoples have. Among the users, 62% peoples are using Canon, 16% are using Sony,
12% peoples are using Nikon, 10% peoples are using Kodak.

o Laptop:
Laptop usage Laptop brands

User Non user Dell Sony HP/Compaq Lenovo
15% 17%
50%
28%
85%
5%
Among the 120 peoples, 85% peoples don‟t use a Laptop & the rest 15%
peoples use. Among the users, 28% peoples are using HP/Compaq, 50% are using
Dell, 17% peoples are using Lenovo, and 5% peoples are using Sony.
o Desktop:
Desktop usage Type of desktop

Users Non users Assembled Branded
24% 21%
76% 79%
Among the 120 peoples, 24% peoples don‟t use a Desktop & the rest 76%
peoples use. Among the users, 21% peoples are using a branded one, 79% are using
assembled.

o Parlor visit pattern:
Parlor visit
Goes to parlor Doesn't go to parlor
5%
95%
95% peoples of all the non users goes to parlor for various purposes. Whereas,
5% peoples doesn‟t go to parlor.
The various purposes of visiting a parlor are:
120
100
80
60
40
20
0
Hair coloring Hair cut Applying Hair Hair perming Hair massage
Henna straightening
o Frequency of hair coloring:

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

Twice a month Once a month Once in two months
Once in four months Once in six months
12% 3%
9%
29%
47%

Among the peoples who go to beauty parlor, 47% peoples get their hair cut once in
two months. 29% peoples cuts once a month. 3% peoples cuts twice a month. 9%
peoples get their cut once in four months. And 12% peoples cuts their hair once in 6
months. Peoples, who don‟t go to the beauty parlor, get cut their hair once a year.
o Frequency of applying henna at parlor:
Twice a month Once a month Peoples, who are going

to parlor or salon for applying
henna, 17% of them go once a
month, 83% of them use to go
17%
twice a month.
83%
o Frequency of Hair Massage:
Frequency of hair massage

Once a month Once in two months Once in four months
27%
53%
20%
Among the peoples who get a hair massage, 53% peoples get it once in 4 months.
20% peoples get it once in two months. And 27% peoples get it once a month.
o Carrying own products:
People who are going to the beauty parlor for hair coloring or applying henna, don‟t
carry their own products.

o Frequency of Using Henna [In house & parlor]:
Once a month Twice a month Once in 2months once in 6months
2%
19%
30%
49%
Among the users of the Henna, 49% peoples use it twice a month. 19% peoples use it
once in month. 30% peoples use it once in 2months. And 2% peoples use it once in
6months.
o Hair color at the initiation:
Black A few grey hair Among the users, 35%

peoples were having a few
grey hairs when they had
started using henna. And the
rest were having perfectly
35% young look!
65%
o Period of usage:
More than 5yrs Among the users, 90%

Less than [for]5yrs
peoples are using it for 5years
or less than 5years. 10%
10%
peoples are using it for more
than 5years.
90%

o Influence to use Henna:
1st Influence
Friends & relatives Beauty consultants
22%
78%
2nd Influence
Friends & relatives Beauty consultants TVC Others
5% 3%
37%
55%
Among all the users, 32% peoples were having a second influence. Among them, for
55%, it was friends & relatives, For 37%, it was beauty consultants. For 5% peoples, it
was TVC. And the rest 3% were influenced by other catalysts!

o Initial Purpose of using Henna:
Grey coverage Coloring Conditioning Nourishment Hair growth Dandruff problem
15%
19%
6%
3%
14%
43%
At the time of starting using henna, for 43% peoples started using it for the purpose of
conditioning. 19% started for grey hair coverage. 15% started for Dandruff problem.
14% initiated for coloring. 6% peoples had started using henna for promoting hair
growth & 3% peoples for nourishment. All these peoples are using Henna for the same
purpose now.
o Brand used at the time of initiation:
Mayuri Henna Godrej Nupur Mehandi Herby Henna

Habibs Henna Shahnaz Henna Naturoma
Ayur Henna Natural Prakash Mehandi
1%
6%
19%
3%
3%
39%
9%
20%

Brands Users
Mayuri Henna 6%
Godrej Nupur Mehandi 39%
Herby Henna 20%
Habibs Henna 9%
Shahnaz Henna 3%
Naturoma 3%
Ayur Henna Natural 19%
Prakash Mehandi 1%
o Brands, which are being used presently:
Akansha Keshrang Among the users, 42%

Shahnaz Henna
have changed their brands.
Among them, 40% are now using
Godrez Nupur Mehandi
Godrej Nupur Mehandi. 20% are
Habibs Henna
using Akansha Keshrang, another
20% are using Habibs Henna and
the rest 20% are using Shahnaz
20% 20%
Henna.
20%
40% All of them have switched
just to try a new brand after being
influenced by others.
o Source of brand awareness:
At the time of initiation:
TVC Friends & Relatives At the time of initiation,

Beauty consultants
61% peoples came to know about
the respective brands from their
2%
friends & relatives. 37% peoples
were informed by the beauty
consultants. And the rest 2% came
37%
to know about the brands from
TV commercials. Later, 42% of
61% the users changed their brands &
all of them came to know about
that brand from their friends &
relatives.

o Place of purchase:
Buys Doesn't buy Departmental Store

Cosmetic Store
Grocery
21% 2%
20%
79%
78%
Among the users, 79% peoples buy the henna for themselves. Among this 79%, 78%
buys from cosmetic store, 20% buys from grocery & 2% buys from departmental stores.
o Same place of purchase:
same place different place Among the peoples, who

buy henna for themselves, 84%
purchases it from the same place
every time. 16% peoples switch
16%
over the shops.
84%
o Purchase quantity:
Sibgle pack Two packs Among the peoples, who

buy henna for themselves, 98%
2%
purchases a single pack every
time. 2% peoples take two packs.
98%

o Maximum used SKUs:
70gms 100gms 170gms 200gms 71% peoples were able to

say the SKUs they are using.
From that, 42% peoples are using
9% 100gms pack. 37% are using
70gm pack. 12% are using
12%
37% 170gms pack & the rest 95 were
using 200gms pack.
42%
o Purchase preferences:
Henna which gives good color:
Most important Importance

Vote [%]
level
quite important
Most important 32
Somewhat important Quite important 11
Very less important Somewhat
19
important
Not important
Very less
17
21% important
32% Not important 21
17%
11%
19%
Henna which is available with various shades:
quite important Very less important Importance

Vote [%]
level
Not important
Most important 0
Quite important 67
Somewhat
11% 0
important
Very less
22
22% important
Not important 11
67%

Henna which does better conditioning:
Most important quite important Importance

Vote [%]
level
Very less important Not important
Most important 67
Quite important 19
6% Somewhat
8% 0
important
Very less
6
important
19%
Not important 8
67%
Henna which is easier to apply:

Vote [%]
level
quite important
Most important 2
35
important
Not important
Very less
12% 2% 27
important
24%
Not important 12
27%
35%
Henna which is less priced:
quite important Importance

Vote [%]
level
Somewhat important
Most important 0
Very less important Quite important 15
Not important Somewhat
33
important
15% Very less
5
important
47% Not important 47
33%
5%

Henna having a good brand name:

Vote [%]
level
quite important
Most important 8
18
important
8%
Very less
33
important
33% Not important 0
41%
18%
Henna having a good packaging:
quite important Very less important Importance

Vote [%]
level
Most important 0
Quite important 33
Somewhat
0
33% important
Very less
67
important
Not important 0
67%
Henna which comes with free accessories:
Somewhat important Importance

Vote [%]
level
Very less important
Most important 0
Not important Quite important 0
Somewhat
30
important
Very less
26% 30% 44
important
Not important 26
44%

o Place of application:
House-Self House-Helper Parlor Among all the users, 47%

peoples apply henna by their own.
4%
Maximum of them are males.
49% peoples use to take help of
someone else to apply henna. The
47%
rest 4% goes to Parlor.
49%
o Method of application:
All the users are applying it in full head.
o Quantity used for a single application:
Full sachet Half 1/3rd 1/4th Among all the users, 6%

are using a full sachet for a single
application.32% peoples are using
6% half. 25% peoples are using 1/3rd
of a full sachet. 37% peoples are
37%
using 1/4th.
32%
25%
o Natural ingredients mixed with Henna:

Tea: Coffee:
Mixing with Henna Mixing with Henna

Not mixing with Henna Not mixing with Henna
20%
37%
63%
80%

Curd: Lemon:
Mixing with Henna Mixing with Henna

Not mixing with Henna Not mixing with Henna
22%
32%
68%
78%
Eeg:
Mixing with Henna

Not mixing with Henna
15%
85%
o Natural Ingredients used individually:

12
10
0
Lemon Honey Egg Curd
These are the four natural ingredients which are being used by a few people separately
without mixing these with henna.

o Accessories Used:
140
120
100
80
60
40
20
0
Brush Vessel Gloves
These are the accessories which are being used for applying henna. The vessel is
being used by every person for keeping the mixture. The brush is being used by 89%
peoples. 30% peoples are using gloves also.
o Mixture of henna kept before applying:
4hrs One night Among all the users, 5%

users are keeping the mixture for
5%
4 hours before applying and 95%
users are keeping the mixture for
one night before applying
95%
o Mixture kept after applying it on head:
1hrs 2hrs 3hrs Among all the users, 86%

are keeping it for 1hr after
3%
11% applying. 11% are keeping it for
2hrs & the rest 3% are keeping it
for 3hrs.
86%

o Things used for washing after applying henna:

140
120
100
80
60
40
20
0
Shampoo Conditioner Livon Plain water
o Expected Qualities:
Among the users 75% peoples are satisfied with their product. Rest 25% are having
some expectations. These are shown below:
45
40
35
30
25
20
15
10
5
0
Various Shades Moisturiser Less dryness Hairfall prevention
All these people are willing to use a product if it is having these qualities in it.

o Brand personality:
Beautifying Natural Pure Harmless Traditional
9% 9%
10%
21%
51%
When it comes to the point of henna, it is best described as „Natural‟ to the 51% of
peoples. 9% peoples think it to be „Traditional‟. For 21% peoples, it is „Pure‟. To 10%
peoples, it is „Harmless‟ & 9% of the peoples find it „Beautifying‟.
o Media usage pattern:
TV [C&S]:
1hrs/Day 2hrs/Day 3hrs/Day 4hrs/Day 5hrs/Day 8hrs/Day Doesn't watch
1% 13%
22%
7%
13%
17%
27%
Among the users of Henna, 13% doesn‟t follow any cable or satellite channels
on TV. 22% peoples watch 1hrs/Day, 17% watch 2hrs/Day, 27% watch TV 3hrs/Day,
13% peoples watch 4hrs/Day. 7% peoples watch 5hrs/Day and the rest 1% watch
8hrs/Day.

Most viewed C&S TV channels:

50
45
40
35
30
25
20
15
10
5
0
Door Darshan:
None of the users of Henna are watching Door Darshan Channels in TV.
FM:
1hrs/Day 2hrs/Day 3hrs/Day 4hrs/Day Doesn't listen
27%
47%
11%
7%
8%
Among the users of Henna, 47% doesn‟t listen to any FM channels. 27% peoples listen
1hrs/Day, 11% listen 2hrs/Day, 7% listen 3hrs/Day, 8% peoples listen 4hrs/Day.

Mostly followed FM channels:

40
35
30
25
20
15
10
5
0
Radio Mirchi Amar FM Miao Power FM Red FM Friends FM Rainbow
News Papers:
1hrs/Day 30mnts/Day 2hrs/Day Doesn't follow
3%
8%
28%
61%
Among the users of Henna, 8% doesn‟t follow any News Papers. 61% peoples reads new
papers 1hrs/Day, 28% reads 30mnts/Day, 3% does so 2hrs/Day.

Mostly followed News papers:

70
60
50
40
30
20
10
0
Magazine:
1hrs/Day 30mnts/Day 1hrs/Week 2hrs/Week Doesn't follow
6%
16%
3%
1%
74%
Among the users of Henna, 74% doesn‟t follow any Magazines. 6% peoples reads
1hrs/Day, 16% reads 30mnts/Day, 3% reads 1hrs/Week. And 1% does so 2hrs/Week.

Mostly followed Magazines:

14
12
10
8
6
4
2
0
Sananda 19-20 Graphitti Anandaloke BS world Better
Photography
Movie Hall:
0nce a month Once in two momths Once a week Twice a month Doesn't go
15%
7%
2%
3%
73%
Among the users, 73% peoples don‟t go to a movie hall frequently. 15% visits once a
month. 7% goes once in two months. 2% visits once a week. And the rest 3% goes twice
a month.

e-Mail:
30mnts/Day 1hrs/Day 2hrs/Day

4hrs/Day 2hrs/Week Doesn't use
7%
28%
52%
7%
3% 3%
52% of the users don‟t use e-mails. 7% of peoples use 30mnts/day. 28% uses 1hrs/day.
7% uses 2hrs/day. 3% peoples are using it 4hrs/day. And the rest 3% peoples are using it
2hrs/week.
Mostly used e-Mails:

40
35
30
25
20
15
10
5
0
Yahoo Gmail Rediffmail AOL
Social site using Mostly surfed social

behaviour: sites:
Yes No 40
30
20
40%
10
60%
0
Orkut Facebook Twitter

o Credible information source:
TV Radio News paper & magazines Web sites
2%
26%
4%
68%
68% peoples believe TV to be the credible source of information about henna. Whereas
26% thinks News papers & magazines are more effective. 4% peoples think Radio is the
most credible source of information about henna. According to the rest 2% peoples,
website can be the most credible source of information about henna.

Non user:
In this category, 120 peoples were interviewed from which, 60 were male & 60 were
female. Each of these groups consists of 30 peoples of below 30years of age & the same
number of above 30years of age. The findings are:
o Durables owned:
o Mobile:
Mobile usage Mobile Brands

User Non user Blackberry i-Phone Nokia
3% Samsung HTC LG
2% 7% 1%1%
25%
64%
97%
Among the 120 peoples, 3% peoples don‟t use a mobile phone & the rest 117
peoples uses. Among the users, 64% peoples are using Nokia, 25% are using
Samsung, 7% peoples are using LG, 2% peoples are using HTC, Blackberry is being
used by 1% & i-Phone also is being used by 1% people.
o MP3 Player:
MP3 player MP3 player brands

usage Apple i-Pod Sony Philips
User Non user 11%
22% 48%
41%
78%
Among the 120 peoples, 22% peoples don‟t use a MP3 player & the rest 78%
peoples uses. Among the users, 48% peoples are using Apple i-Pod, 41% are using
Sony, and the rest 11% peoples are using Philips.

o Camera:
Camera usage Camera brands

User Non user Canon Nikon Sony Kodak
4%
28% 23%
56%
72% 17%
Among the 120 peoples, 28% peoples are not having a camera & the 72%
peoples have. Among the users, 56% peoples are using Canon, 23% are using Sony,
17% peoples are using Nikon, 4% peoples are using Kodak.
o Laptop:
Laptop usage Laptop brands

User Non user Dell Sony HP/Compaq Lenovo Others
3%
26% 20%
40%
74% 30%
7%
Among the 120 peoples, 74% peoples don‟t use a Laptop & the rest 26%
peoples uses. Among the users, 30% peoples are using HP/Compaq, 40% are using
Dell, 20% peoples are using Lenovo, 7% peoples are using Sony & 2% peoples are
using other brands.

o Desktop:
Desktop usage Type of desktop

Users Non users Assembled Branded
32% 23%
68% 77%
Among the 120 peoples, 32% peoples don‟t use a Desktop & the rest 68%
peoples uses. Among the users, 23% peoples are using a branded one, 77% are using
assembled.
o Parlor visit pattern:
Parlor visit
Goes to parlor Doesn't goes to parlor
4%
96%
96% peoples of all the non users goes to parlor for various purposes. Whereas,
4% peoples doesn‟t go to parlor.
The various purposes of visiting a parlor are:
120
100
80
60
40
20
0
Hair coloring Hair cut Applying Hair Hair perming Hair massage
Henna straightening

o Frequency of hair coloring:
Frequency of Hair coloring

Once a month Once in two months Once in four months Once in six months
5%
32%
37%
26%
Among the peoples, who use hair color, 37% uses it once in two months. 32% uses it
once in 6 months. 26% uses it once in 4 months. 5% uses it once a month.
o Frequency of hair cutting:
Frequency of hair cutting

Twice a month Once a month Once in two months
Once in four months Once in six months
11% 3%
10%
31%
45%
45% peoples get their hair cut once in two months. 31% peoples cuts once a month.
11% peoples cuts twice a month. 10% peoples get their cut once in four months. And 3%
peoples cuts their hair twice a month.

o Frequency of Hair Massage:
Frequency of hair massage

Once a month Once in two months Once in six months
23%
46%
31%
Among the peoples who get a hair massage, 46% peoples get it once in 6 months.
31% peoples get it once in two months. And 23% peoples get it once a month.
o Carrying own products:
Carries Doesn't carry Among the
3% peoples, who go to
the beauty parlor or
salon for hair
coloring, 3% peoples
carry their own
product & 97%
97%
don‟t.
o Tried Henna or not:
Havn't tried Tried Among all the non

users, 8% peoples
8% have tried Henna and

stopped using for
some reason. 92%
peoples have not
tried henna ever.
92%

o Reason for stop using henna:
Dryness Difficult to apply Doesn't give instant result Hairfall
20% 20%
20%
40%
Among those, who have tried henna, 40% stopped as it is difficult to apply. 20%
stopped as turns the hair dry. 20% stopped after having not any instant result. And
another 20% stopped because of hair fall.
o Reason for not using henna:
Dryness Difficult to apply Doesn't give instant result Uses color Havn't thought
13%
19%
12%
5% 51%
Among those, who have not tried henna, 51% haven‟t used as it is difficult to apply.
19% haven‟t thought about using henna. 13% perceives that it makes the hair dry. 12%
peoples are using color & for that reason, not using henna. 5% peoples think that it
doesn‟t give instant result.

o Substitute product usage:
Uses Doesn't use Among the non

users of henna, 17%
peoples are using a
substitute products like
17%
hair color or hair packs
etc. 83% peoples are not
using anything.
83%
o Substitute product used:
Hair color Natural Hair pack Among the

proples who are using any
substitute product, 15%
15% are using natural hair
pack & 85% peoples are
using Hair color.
85%
o Expectations:
Satisfied Have expectations 90% of the

peoples who are using
hair color or natural hair
10% pack, are satisfied with
the product. 10% peoples
are having some
expectations from the
product they are using at
present.
90%

The expected qualities are:

12
10
o Willingness to switch over to henna:
Yes Will think of it No Among the

peoples, who are having
expectations from their
17% product, 28% of the
28%
peoples are willing to
switch to henna if those
55%
qualities are added. 55%
peoples will thibk about it
& 17% peoples will not.
o Brand awareness:
Aware Not Aware Among all the non

users 62% peoples are not
aware of any brands whereas
38% peoples are aware of the
brands of henna which are
38% available in the market.
62%

Their preferences according to their perception are shown here:
1st Preference:
Shahnaz Habibs Nupur Herby Ayur Mayuri Keya seth
2%
7%
23%
26%
16%
3% 23%
2nd Preference:
Shahnaz Habibs Nupur Herby Ayur
12%
19%
19%
16%
34%
3rd Preference:
Shahnaz Habibs Nupur Herby Ayur Jovees Prakash
4% 3%
4% 11%
26%
37% 15%

o Brand Personality:
Beautifying Natural Pure Harmless Traditional Trendy Oldie
2% 3% 1%
20%
2%
8%
64%
When it comes to the point of henna, it is best described as „Natural‟ to the 64% of
peoples. 20% peoples think it to be „Traditional‟. For 8% peoples, it is „Pure‟. 3%
peoples think it „Oldie‟. 2% peoples think it „Trendy‟. To another 2% peoples, it is
„Harmless‟ & 1% of the peoples find it „Beautifying‟
o Media usage pattern:
TV [C&S]channels following behaviour:

No
12%
Yes
88%
Most viewed C&S TV channels:

50
45
40
35
30
25
20
15
10
5
0

Door Darshan:
None of the non-users of Henna are watching Door Darshan Channels in TV.
FM listening behaviour:
Yes No
46%
54%
Mostly followed FM channels:

40
35
30
25
20
15
10
5
0
Radio Mirchi Amar FM Miao Power FM Red FM Friends FM Rainbow
News paper reading behaviour:

Yes No
7%
93%

Mostly followed News papers:

70
60
50
40
30
20
10
0
Magazine following behaviour:

Yes No
26%
74%
Mostly followed Magazines:

14
12
10
8
6
4
2
0
Sananda 19-20 Graphitti Anandaloke BS world Better
Photography

Movie hall visiting behaviour:

Yes No
26%
74%
e-Mail using behaviour:

Yes No
42%
58%
Mostly used e-Mails:

40
35
30
25
20
15
10
5
0
Yahoo Gmail Rediffmail AOL

Social site using Mostly surfed social

behaviour: sites:
Yes No 35
30
25
20
15
40%
10
60% 5
0
Orkut Facebook Twitter
o Credible information source:
TV Radio News paper & magazines Web sites
2%
26%
4%
68%
68% peoples believe TV to be the credible source of information about henna. Whereas
26% thinks News papers & magazines are more effective. 4% peoples think Radio is the
most credible source of information about henna. According to the rest 2% peoples,
website can be the most credible source of information about henna.

Highlights of the Consumer survey
1. Among the users of henna, 43% are of SEC A1 and 31% are of SEC A2.
2. 49% of the users apply henna twice a month.
3. The main purpose of using henna of 43% peoples is conditioning.
4. The major portion of the users i.e. 39% of them is using Godrej Nupur Henna.
5. 78% peoples purchasing it from the specialized cosmetic stores.
6. The 100gms pack is the mostly selling SKU.
7. “Henna which does better conditioning”-this statement is voted as most important by
67% peoples.
8. 96% peoples are using henna at home. Only 4% of them go to beauty parlor or salon.
9. 37% peoples use 1/4th of a full sachet for a single application.
10. 80% peoples mix tea with henna.
11. “Less dryness” is the most expected quality of the users of henna.
12. Henna is commonly accepted as “Natural” by 51% of the users and 64% of the non
users.
13. 68% users and 68% of the non users believe TV to be the credible source of
information about henna.
14. Only 8% of the non users have tried henna. The rest 92% haven‟t tried ever.
15. Among the non users, who have tried henna, 40% of then stopped as they found it
difficult to apply.
16. Peoples who haven‟t used henna ever, 51% of them perceive the same.
17. 28% of the people, who are using hair colors and other products, are willing to use
henna if their expected qualities are there.

Chapter IV: Recommendations &

Conclusions
4.1 Recommendations
4.2 Conclusions

4.1 Recommendations:
After studying the market for 10weeks in an extensive manner regarding
particular objective, certain scenarios of the market of Henna has come forward.
Depending on these observations I would like to suggest some strategies which might
give a fuel to the campaign. Here is the proposed Marketing Mix for the Henna
depending on a few parameters:-
PRODUCT
Rational benefit:
It is clear so far that the main purpose of using henna for the majority of people is
„Conditioning‟. While choosing henna they will be seeking for henna which does better
conditioning. So, if the product is put forward as the Natural Conditioner with Better
Conditioning Power, which would draw the attention of the customer effectively.
Product Concept:
80% users use to mix tea with henna. They also add coffee, lemon, curd etc. which all
are having good conditioning power. If these ingredients come with the product, that
would increase the conditioning power. And it will be an added benefit to the customers
as they don‟t need to mix it separately.
Majority of the non users don‟t use henna or have stopped using as it seems to
difficult to apply to them. Keeping this problem in mind, if a concept of ready to use
henna can be thought, that might be fruitful according to my view.
Size of the SKUs:
The medium sized packs are being sold more than the larger size packs of henna. The
packs sized between 70gm to 200gm are the most selling packs. So, emphasize should be
more on these smaller sized packs.
PRICE
Pricing:
The maximum selling brand of Henna is Godrej Nupur Henna which provides 13%
retailer margin. If the retailer margin of our product is made higher than 13%, they
retailers will push the product as they will be earning more profits.
PROMOTION
Display:
Not a single piece of any kind of display supporting materials for henna has been seen in
the market. It will effectively draw the attention of the customers if we approach with
attractive danglers, posters etc.
PROMOTION [Cntd.]
Marketing communication:
Being a new launch, the main objectives should be inducing product trials free samples
distribution & secure distribution in the retail outlets.
Advertisement Media Planning:
68% users and 68% of the non users believe TV to be the credible source of information
about henna. So, television cable & satellite channels are probably the most effective
media to place an advertisement. The most viewed C&S channels are Star Ananda,
Sony, Star Jalsha, Colors, Zee cinema etc.
PLACE
It has been seen that 96% of the users of henna does apply it in home & only 4% peoples
are going to beauty parlor or salon to apply it. So, emphasis should be more on assuring
sufficient supply to various retail outlets rather than targeting beauty parlors as the
wholesale customers.
Among the peoples who buy henna for themselves, 78% buys from cosmetic
store, 20% buys from grocery & 2% buys from departmental stores. The off take is
maximum at the specialized cosmetic stores. For assuring positive inventory always in
these places, there must be healthy distribution channels taking care of the specialized
cosmetic stores of the major markets.

4.2 Conclusions:
Henna is a commonly used hair care products in India. Now-a-days peoples
are becoming more concerned about their health. In that case, they are avoiding using
chemical cosmetic products. This can be a very wide growth area for the FMCGs.
After the study of henna markets for 10weeks I can say that there is a vast
need of henna among the users & non users too. The need gap among the consumers is
to have a natural conditioner which will not turn the hair dry. Although the peoples are
using different brands of henna regularly but the need gap is still not fulfilled. Hope this
would be the child of Emami who will come with an evolution.
Good luck for Emami Limited.

Appendix
 Questionnaire for consumer

survey
 Project Proposal
 Report of the competitor’s
package analysis
 Socio Economic Classification
[Urban] Grid

Appendix:
Questionnaire of the consumer survey:
Dear Sir/Madam,
I am Diptendu Chakraborty, currently pursuing MBA from Sikkim Manipal Institute of Technology, Sikkim. I’m
doing a market research project for which I need your help. I would be grateful if you kindly spare a few minutes for this. I
ensure you that your response will be used only for the purpose of the study and the secrecy of individual responses will be
maintained.
Name: ____________________________________________________ Location: _____________________________
Age: _______________________ ___, Marital Status:  Single,  Married Gender: Male,
Female
Educational Qualification (R – Respondent, M.E. – Main earner of the family)
R M.E.
  Till HSC
  Graduate
  Post Graduate
  Others ____________________________________________________________________________.
Occupation (R – Respondent, M.E. – Main earner of the family)
R M.E. R M.E.
  Salaried Pvt. Middle Level Exec   Salaried Middle Level Government Employee
  Salaried Pvt. Senior Level Exec   Salaried Senior Level Government Employee
  Industrialist/ Businessman   Self Employed Professional
 Student  House wife
Monthly income (R – Respondent, M.E. – Main earner of the family)
R M.E. R M.E.
  Below Rs. 10,000   Rs. 10,000 to Rs. 25,000
  Above Rs. 25,000  Not earning at present.
Which all from the following do you own? Please mention along with the brands.
 Mobile Blackberry,  i-Phone,  Nokia,  Samsung,HTC, LG,  Others____________.
MP3 player Apple i-Pod,  Sony,  Trancsend,  Philips, Others________________________________.
Camera Canon, Sony, Nikon,  Lumix, Kodak, Fuji, Others___________________.
Laptop Sony, Dell, HP/Compaq, Apple,  Lenovo,  Acer,  Others__________.
PC Branded, Assembled
1. Do you visit a salon/beauty parlour?  Yes, I do,  No, I don’t.
 For what purpose do you go there?
Hair coloring Twice a month, Once a month, Once in two months, Others_________.
Hair cut Twice a month, Once a month, Once in two months, Others_________.
Applying Henna Twice a month, Once a month, Once in two months, Others_________.
Hair straightening Twice a month, Once a month, Once in two months, Others_________.
Hair perming Twice a month, Once a month, Once in two months, Others_________.
Hair massages Twice a month, Once a month, Once in two months, Others_________.
Others____________ Twice a month, Once a month, Once in two months, Others_________.
 Do you carry your own products there?
 Yes, I do,  For a few purpose, Please mention_____________________________________________.
 No, I don’t carry.
2. Do you use henna?
 Yes, I do,  No, I don’t,  I’ve stopped using.

If you are a user, kindly answer question no.3 to 24 & question no. 33 onwards
If you are not a user of henna [who doesn’t use & stopped using as well], kindly answer question no. 25 onwards
3. How often do you apply henna?
Twice a month Once a month Once in two months
Occasionally, kindly mention _______________________________________________________________.
4. How was your hair when you started using henna?
Black,  A few grey hairs,  Grey
5. For how long have you been using Henna?
_________________________________________________________________________________________.
6. Which/what of these have influenced you the most to use henna for the first time? [Mention the flow]
Friends & Relatives, Beauty Consultant, TV Commercials, Print Advertisement, Film Stars, TV
Celebrities, Brand Ambassador, Others, Please mention________________________________________.
7. Why had you started using henna? Please rank the statements according to the importance.
For covering Grey hair For nourishing the hair
For conditioning For promoting hair growth
For coloring For dandruff problem
Was not interested to use chemical products To change the look
Others, Mention _________________________________________________________________________.
8. Why are you using henna at present? Please rank the statements according to the importance.
Not interested to use chemical products
Others, Mention _________________________________________________________________________.
9. Which brand had you started with? Which brand are you using now? [If same write ‘Same’ against ‘Present’]
Past: ______________________________ __ Present: ____________________________________.
10. Why had you discontinued the previous brand? [Skip if you are using the same brand]
It used to make the hair dry Shade wasn’t that much good Shade doesn’t lasts for so long
Just to try a new brand It was costly
If Others, Kindly mention __________________________________________________________________.
11. How did you come to know about the brands? Please mention for the previous [P] & current [C].
P C P C
TV Commercials Print advertisements
Beauty consultants Friends & relatives
Web-sites Others, Mention ________________________________________.
12. Where do you purchase your henna from?
Departmental stores, Cosmetic stores, Grocery shops,
I don’t buy it for me, If others, please specify_____________________________________________.
13. Do you purchase from a same place every time?
Yes, No.
14. How many packs of henna do you purchase at a time?
 I take a single pack of ____ gms,  I generally take ___ packs of ____ gms at a time.

15. What would you prefer while selecting henna? Kindly put the rank from 1 to 5 where, 1: Not at all important, 2:
Very less important, 3. Somewhat important, 4. Quite Important, 5. Very important.
Henna which gives good color Henna which does better conditioning
Henna which is available with various shades Henna which is easier to apply
Henna which is less priced Henna having a good brand name
Henna having a good packaging Henna which comes with free accessories
If others, kindly mention ___________________________________________________________________.
16. How much do you spend/ready to spend for Henna in a month?
__________________________________________________________________________________________.
17. How did you use to apply henna previously [P]? How do you apply currently [C]?[choose from both the groups]
P C P C P C
 House self application House someone else applied/applies Parlor
 Full head Touch up
18. Why have you changed your method of application? [Mention for both the groups][Skip if you are following the
same method]
 _______________________________________________________________________________________.
 _______________________________________________________________________________________.
19. What is the quantity do you use for a single application of Henna?
A full sachet of ___ gms. Half, 1/3 , 1/4
rd th
of a ___ gms pack.
20. Which all natural conditioners do you apply generally? Do you mix it with henna? [U: Use individually, M: Mix
with henna] [You can choose multiple options & both the purpose for a single item]
U M U M U M
Coffee Lemon  Nothing
Tea Honey Others, Mention_________________________________________.
Curd Egg
21. What accessories do you/you beautician use for applying henna? [You can choose multiple options]
Applicator brush Vessel Shower cap Gloves
Clothes to cover skin Others, mention__________________________________________________.
22. In which ratio do you mix henna with water?[Henna: Water]
_________________________________________________________________________________________.
23. For how long do you keep the mixture before applying?
2hours 4hoursOne night Others, Mention___________________________.
24. For how long it is kept after applying it on your head?
1hours 2hours3hoursOthers, Mention _____________________.
25. What all do you use after applying Henna?
Shampoo Conditioner Oil Livon Hair cream
Gel Natural hair packs Other,
Mention______________________.
26. Have you ever tried Henna?
Yes No
27. What purpose you had tried for?
Was not interested to use chemical products To change the look
To experiment with hair Others,
mention_____________________________.
28. Why have you stopped?/Why you are not using henna?
It makes the hair dry Difficult to apply Doesn’t give instant result
It’s a oldie process Others, Mention__________________________________________________.

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

Hair Color Hair dye Natural Hair Packs Hair Spa
Conditioner Livon Hair oil Others,
Mention______________.
30. How much do you spend/ready to spend for this purpose in one month?
__________________________________________________________________________________________
.
31. What are the main three qualities that you want to be added to the product you are using?
1. _________________________________________________________________________________.
2. _________________________________________________________________________________.
3. _________________________________________________________________________________.
32. If a henna comes with these qualities, would you go for that?
Yes Will think of it No
33. What all are the brands of henna you are aware of? Kindly rank as per your preference.
N
R
a
a
m
n
e
34. If your brand of henna was a girl, what would her personality be? k
Beautifying
Natural
Pure
Harmless
Traditional
Trendy
Oldie
35. On an average, how many hours a day/week do you spend with the followings & kindly name a few TV shows,
magazines that you follow.
Hours/Day or Hours/Wk. Favorites
TV C&S
TV DD
FM
Newspaper
Magazines
Movie halls
e-Mail
Social networking sites
Any other sites
36. Which of the followings do you believe as a credible source of information for henna?
TV Radio News papers & magazines Web sites

Project proposal:
Business Objective:
 To conduct usage & attitude analysis for Natural Henna among the users & non users.
Marketing Objective:
 To do a comprehensive consumer as well as retail analysis of the consumer behavior & the
henna market in Kolkata & Asansol.
 Identifying the product positioning parameters of the different existing brands & new players
of henna from online data source.
Information areas:
 Need Mapping
 Triggers & Barriers
 Category Mapping
o Usage
o Attitude
o Perception
 Brand Mapping
o Perception of different brands
Research Methodology:
 Secondary Research:
o Expert interviews:
 30 retail outlets covering all the major markets of Kolkata.
 15 salons of Kolkata.
o Internet
 Primary Research:
o Qualitative Research
 Group discussion.
 Category:
Users of Henna Non-users of Henna

[Below 30yrs of age] [Below 30yrs of age]
 Direct Interviews:
 Category:
Users of henna Non-users of Henna

[Above 30yrs of age] [Above 30yrs of age]

o Quantitative Research
 Direct Interview through questionnaire
Sample Size:
 Consumer Survey:
o 240 consumers.

Male 30 30 60
15-30yrs
Female 30 30 60
Male 30 30 60
30-50yrs
Female 30 30 60
Total 120 120 240
 Retailer Survey:
o 30 retail shops covering the major markets of Kolkata.
 Salon survey:
o 15 salons of Kolkata.
Deadlines:
Activities Dates No. of days

Date of joining 24th May’10
12 days
Proposal Sanction 5th June’10
Questionnaire Preparation, 6th June’10 to 10th June’10
5 days
Questionnaire Sanction
Market Survey & Data Collection, 11th June’10 to 21st July’10
Review of the Collected Data & 35 days
Recollection
Data Analysis, Preparation of 22nd July’10 to 31st July’10
10 days
Report, Presentation
Total: 24th May 2010 to 31st July 2010 62days [Excluding off days ]
…………………………………………..…………………………………………………………………………….
Prepared by: Diptendu Chakraborty Checked by: Ms. Manpreet Kaur Approved By: Mr. C. Seshagiri
Marketing Intern, Emami Ltd. Brand Exec. Emami Ltd. Brand Manager, Emami Ltd.
________________________________________

Report of the competitor package analysis:

Shehnaz Forever Henna Precious Herb Mix
Manufacturer: Shehnaz Ayurvedics, Dehradoon
Ingredient Story
 Powerful blend of henna & other herbs.
Benefit Story
 Hair conditioning
 Hair strengthening
 Preventing Dandruff
 Preventing hair fall
 Providing color & sheen
 Making the hair healthy
 “THIS IS AN AYURVEDIC MEDICINE & NOT COSMETIC”
 “PROFFESIONAL POWER PACK”
Route
 It is a green colored pouch containing henna powder

 Weight & Price: 100gms-Rs. 80.00, 200gms-Rs. 150.00
 There are different packs for self use & commercial use i.e. in saloon.
Accreditation
 It’s having a hall mark to mark it as genuine

 It’s conveying the completion of its 35 years of production.
Godrez Nupur Mehandi
Manufacturer: M/s. Progression Industries Pvt. Ltd. under license from Godrez Consumer Products
Ingredient Story
 “100% Natural Mehandi”

 “Goodness of 9 Herbs” namely:-
Amla
Brahmi
Bhringraj
Shikakai
Aloe Vera
Methi
Neem
Hibiscus
Benefit Story
 “Shiny & Silky hair”

 Hair conditioning
 Promotes growth of the hair

 Coloring hair
 Darkens the hair
 Makes the hair black & luxuriant
 Can be used in hand & feet for decoration purpose also.
Route
 It is a green colored pouch labeled in different languages like Hindi, Urdu and English etc.
 Weight & Price: 18gms-Rs. 5.00, 60gms-Rs. 18.00, 80gms-Rs. 12.00, 150gms-Rs. 35.00
Neha Herbal Mehandi
Manufacturer: Vedica Herbals under license from Neha Enterprise.
Ingredient Story
 No chemical or dye [PPD] has been used

 Several herbs used namely:-
Henna
Harad
Bahera
Amla
Brahmi
Bhringraj
Shikakai
Coffee
Kattha
Benefit Story
 “Natural coloring with natural goodness”

 Makes the hair soft
 Makes the hair shinning
 Makes it thick
 Prevents from hair falling & dandruff
Route
 It is a green colored hard pouch labeled in Hindi and English etc.

Caution
 Best before 24months from the mfg. date

 Should be kept in a cool & dry place
Akansha Keshrang Henna
Manufacturer: Akansha Hair & Skin Care Herbal Unit [P] Ltd.
Ingredient Story
 Several herbs used like:-

Mehandi
Gayatri
Shyamparni
Jaba
Benefit Story
 Ayurvedic medicine
 Colors the hair
 Conditioning
Route
 It is a brown colored hard pouch

Accreditation
 It is having a hall mark
Caution
 Advised to use externally only

*Using of Keshasathi shampoo has been promoted.
Ayur Henna
Manufacturer: Pearls & Beauty & it is a registered trademark of THREE-N-PRODUCTS PVT. LTD.
Ingredient Story
 Made of herbal ingredients

 “New extra rich natural”
 It is made of the materials of rajasthan.
Benefit Story
 Gives dark brown color.
Route
 It is a green colored package with traditional rajasthani design.

 Methods of use separately for hand, feet & hair is given.
 Labeled in both English & Hindi.
Caution
 Best before 36/48months from the mfg. date

Herby Herbal Henna Plus
Manufacturer: Herby International [P] Ltd.
Ingredient Story
 “No chemicals or additives used”

 It is handpicked henna powder.
Benefit Story
 Rare high quality henna powder

 Promotes hair growth
 Conditioning
 Preventing hair loss
Route
 It is a green colored pouch

Accreditation
 It is having a hall mark
Caution
 Best before 36 months of packaging
VLCC Hair Shine Auyrvedic Henna
Manufacturer: Herbal Henna Export House & Marketed by VLCC personal care ltd.
Ingredient Story
 Enriched with natural proteins, Vitamin C & E, Margosa, Indian Gooseberry
Benefit Story
 Focus on emotional benefits like-

o Symbol of passion & love
o Harbinger of wealth & prosperity.
o Warder off of unhealthy influences.
 Promotes hair growth
 Gives shine & luster
 Darkens hair color.
 Provides natural conditioning
 It is named as “Mask root powder”
 Fights with scalp infection
 Preventing hair loss

Route
 It is a white & sap green colored pouch with attractive design

 Weight & Price: 100gms-Rs. 60.00
Caution
Best before 36 months of mfg. date
Mayuri Henna
Manufacturer: Mayuri Henna Herbals [P] Ltd.
Ingredient Story
 Contains ayurvedic conditioners

Henna
Amla
Bhringraj
Shikakai
Tulsi
Benefit Story
 “Premium quality henna powder”

 Comes in the color of natural black & brown
 Fights dandruff
 Gives the hair uniform & lasting color.
 Makes them silky
 Makes them soft
 Doesn’t cause any side effects
Route
 It is a green colored pouch

 It is printed with the graphical presentation of the method of use
Caution
Best before 6 months from the date of packaging & should be kept in a cool & dry place
Jovees Henna & Brahmi Herbal Mehandi
Manufacturer: JR Herbal Care
Ingredient Story
 Contains HN factor
 Contains natural protein & precious herbs.
Henna

Amla
Brahmi
Margosa
Anar bank
Benefit Story
 “Extra Conditioning”
 “Stay beautiful, Naturally”
 Strengthening hair roots
 Increase the volume, body & luster of the hair
 Improves the condition of dull, lifeless hair
 Shower cap & gloves are provided with the product
Route
 It is packed inside a round shaped plastic case with attractive labeling in English
Caution
Best before three years from the mfg. date.
Naturoma Herbal Henna Herb Mix
Manufacturer: Naturepro Biotecare Inc.
Ingredient Story
 Contains handpicked high quality henna powder

 Contains amla, shikakai, bhringraj, jatamanshi etc.
 Contains Conditioner
Benefit Story
 Promotes hair Growth

 Conditioning & preventing hair loss
Route
 It comes in a green colored sachet

 Weigh & Price: 100gms-Rs. 22.00
Prakash Mehendi
Manufacturer: Prakash Spices Pvt. Ltd.
Benefit Story
 Intended for use in hands & feet for decoration

Route
 It’s a colorful sachet.

 It’s labeled in 7 regional languages
 Weigh & Price: 50gms-Rs. 7.00
Welfare activities
Promotes “Keep your city clean”.

SOCIO ECONOMIC CLASSIFICATION [URBAN] GRID:

School
up to
Some Graduate/
4yrs/ School Graduate/Post
college Post
Occupation Illiterate literate 5-9 SSC/HSC graduate-
but no graduate-
but no years General
graduate Professional
formal
schooling
Unskilled
E2 E2 E1 D D D D
Workers
Skilled
E2 E1 D C C B2 B2
Workers
Petty
E2 D D C C B2 B2
Traders
Shop Owners D D C B2 B1 A2 A2
B’Men/Indst.
With D C B2 B1 A2 A2 A1
employees: 0
1 to 9 C B2 B2 B1 A2 A1 A1
10+ B1 B1 A2 A2 A1 A1 A1
Self
employed D D D B2 B1 A2 A1
professionals
Clerical/
D D D D B2 B1 B1
Salesman
Supervisory
D D D D B2 B1 A2
Level
Officers/
Executive- C C C B2 B1 A2 A2
Juniors
Officers/
Executives-
B1 B1 B1 B1 A2 A1 A1
Middle/
Senior

Bibliography:
 IRS data for the category Natural Henna for the period Jan-Dec 2010
 www.emamiltd.in
 www.ayurharbal.com
 www.godreznupur.com
 www.hennapage.com

U&A Study For Henna - Emami Ltd.

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Regn. No. 200923015, Dept. of Mgt.

1.1 Company profile

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1.1 Company Profile:

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

Mr. Manish Goenka, Director

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1.2 About the project work:

Users Non-users Total

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

Activities Dates No. of days

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Objective of the study:

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Scope of the study:

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Chapter II: Methodology

2.1 Work Breakdown Structure

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2.1 Work Breakdown Structure:

Flow chart of the functions involved in the study:

Competitor package evaluation

Secondary research Primary research

 Expert interviews:  Qualitative/ Exploratory

Data collation & analysis

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2.2 Sources of Data:

13 Cntd. to next page

2.3 Composition & Size of the universe:

Users Non-users Total

Users of Henna Non-users of Henna

Users of henna Non-users of Henna

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2.4 Reasons for selecting samples:

Questions for users:

Questions for non users:

Brand awareness & media usage:

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2.6 Analysis of the data:

Enriched with the natural It gives the

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 Brand wise Analysis: Pricing:

Retailer’s Purchase Retailer’s margin

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 Brand wise Analysis: Availability:

18 Cntd. to next page

Products: Size [gm]

Ayur Henna Natural 100

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 Most selling Brands:

Grocery Shops Stationaries

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

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Habibs Henna is being displayed in the showcase of a cosmetic

Nupur, Herby, Prakash, Mayuri Henna in the

Highlights of the retailer survey

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2.8 Limitations of the study:

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