MARKETING RESEARCH PROPOSAL - 2

PATANJALI ALOE VERA MOISTURIZING CREAM FOR FACE

Section B – Group 8

Submitted to: Dr. M R Suresh

Team Members
ANAT C THOMAS 19068
AYESHA NEHLA 19072
MOHITH KUMAR H N 19073
GOKUL ROV 19079
HARSHITH Y M 19081
PRAJNA KARUMBAIH 19097
SWAROOP B SHETTY 19115

Date of Submission: 12/03/2020

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Contents
Company Background..........................................................................................3
Market Features....................................................................................................4
DECISION-MAKING CONTEXT............................................................................................5
Why the firm wants to undertake the MR study?...................................................................5
RESEARCH PURPOSE.......................................................................................5
RESEARCH OBJECTIVES.................................................................................6
RESEARCH SCOPE............................................................................................6
RESEARCH USERS............................................................................................6
RESEARCH BOUNDARY..................................................................................6
FIELD WORK AND DATA COLLECTION......................................................6
RESEARCH QUESTIONS..................................................................................7
Research Hypothesis.............................................................................................7
RESEARCH DESIGN..........................................................................................7
DUMMY TABLES..............................................................................................8
RESEARCH QUESTIONNAIRE........................................................................8

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Company Background
Patanjali Ayurveda was formed in January 2006 as a private limited company by yoga guru
Ramdev and his partner Sri Acharya Balakrishna. In June 2007, it was converted to a Public
Ltd. Company.
The company was started with the vision of uplifting the life of Indian farmers by locally
sourcing the raw materials from them and making their lives better while at the same time
provide an opportunity to the Indian masses to move towards healthy lifestyle by promoting
Ayurveda and herbal products. It has leveraged the emotional route by bringing in the
‘Swadeshi’ angle to market its products. The drivers for Patanjali purchase are lower price
points which induces sampling and when they find no noticeable difference with the pricey
brands, they tend to stick to Patanjali. The strategy followed by Patanjali is unconventional in
that they have not made any significant investment in marketing and promotion and have
relied on word of mouth publicity. Baba Ramdev has done minimal promotion by endorsing
the brand in his yoga sessions televised on national channels. The FMCG giants cannot rely
on such a strategy because they cannot sell the products at such low prices or provide free
doctor consultations and other activities on a continuous basis. Thus, it is not feasible for
other companies to follow this model.

Aloe Vera Moisturizing Cream

Everyone needs a soothing finish after using a moisturizer. Aloe Vera is one of the
ingredients that helps in making your skin extremely smooth and soothes it. It moisturizes
and heals dry and flaky skin. Aloe Vera is known to be a natural moisturizer. As your skin
ages, skin loses its elasticity and smile lines, crow’s feet and saggy neck are some of the
ageing signs that become more noticeable on the face. Aloe Vera moisturizer can help you
deal with that. It helps your skin in retaining its moisture and gives back its radiance. Not
only it reduces the visible wrinkles and fine lines on the face, but it also prevents premature
ageing of the skin by improving the elasticity of skin and repairing skin cells.

Background of the Market

Although Patanjali is providing a whole lot of variants in cosmetics for a very reasonable
price there are certain areas which we need to concentrate on. It is essential to have your own
daily use cream on which you can completely rely on. The market research says the Patanjali
aloe Vera moisturizing cream is good enough and not a pricey product but there are a lot of
people saying that the product makes their skin very oily, which is not very healthy for your
skin. When you use an ayurvedic product, you use it with a thought that it has a natural
essence. According our market research, consumers told that there is very less essence of
Aloe Vera. The consumers are expecting it to be an all-in-one cream that means this product
has no SPF in it which is a very essential requirement. According to the market
lightweight moisturizers with a high content of water. They absorb easily and don't make the

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skin greasy, which can be good for people with oily skin. This product from Patanajali has
thick consistency. We are going to work on all these aspects and make it a better product as
per the needs and requirements of the consumer. The Leading demand of Aloe Vera
Moisturizing cream are
 Aura Vedic pure natural Aloe Vera Gel
 Fab India Aloe Vera Soothing Gel
 Natural republic Aloe Vera Gel
 LAKME Aloe Aqua Gel
 Forest Essential Pure Aloe Vera Light Hydrating Gel
 Aloe Vera Nourishing Aloe Vera Gel
 Amara Organics Aloe Vera Gel
 Forever Aloe Vera Gel
 Rustic Art Organic Aloe Vera Papaya Gel
 Patanjali Aloe Vera Gel
 Wow Aloe Vera Beauty Gel
 Indus Valley Bio Organic Aloe Vera Gel
 Khadi Natural Herbal Aloe Vera Gel
 Urban Botanic Pure Aloe Vera Gel
 Green Leaf pure Aloe Vera Skin Gel
 Himalaya Aloe Vera Moisturizer
Number of Aloe Vera Moisturizer cream available in Mysore
 Fab India Aloe Vera Soothing Gel
 Himalaya Aloe Vera Moisturizer
 Patanjali Aloe Vera Moisturizer
 LAKME Aloe Aqua Gel
 Natural republic Aloe Vera Gel
The preferred moisturizing cream is Himalaya Aloe Vera Moisturizer and LAKME Aloe Vera
Moisturizer cream in the Mysore Market. As Aloe Vera Moisturizing cream can be used by
the individual twice a day so, the customer may buy the product Once in a month.

Market Features
The India Facial creams and gels market is expected to grow with a CAGR of more than 15%
in value terms during review period starting from 2011-12 to 2016-17 and the market is
anticipated to reach more than Rs. 7,000 crores at the end of estimated period year 2017-18.
Overall facial creams and gels market is segmented into fairness creams, anti-ageing creams,
antiseptic creams, cold or winter creams and other facial creams and gels. With a growing
Indian economy consider, the rising disposable income of consumer encourage the use of
cosmetic for facial care. India is the youngest country as numbers of young people are more.
This younger generation is showing more concern about their look. Desire to look beautiful
and younger, make the fairness cream market and anti-ageing cream market altogether worth
around INR 5,000 crores in recent year 2016-17.

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The anti-ageing cream market is estimated to grow with CAGR more than 20 percent in
upcoming year. On the other hand the fairness cream market will decrease in the near future
as the value toward the idea of beauty is going to change.

As aggressive environment changes and rising pollution in the country, make the winter
season harsher than before. Winter or cold creams are in demand for face care which triggers
the growth of this market. Wide availability for specific products encourages the market
growth. Marketers are trying to give more innovative products which show the future growth
of facial creams and gels market.

Use of Natural Ingredients

Rising trend of the use of natural ingredients in cosmetic products is observed among various
manufacturers. This trend caters to the ever-increasing demand for natural or organic
cosmetic products among customers. Use of herbal cosmetic products minimizes the chances
of any possible side effects of the product. This ultimately increases the usage of cosmetics
among individuals.
Top Winning Strategies
Presently, manufacturers are focusing on developing new products and innovating on the use
of different ingredients in cosmetic products. In order to sustain and maintain their market
position, manufacturers are adopting various strategies. Different strategies adopted by
leading companies operating in the cosmetics industry are tracked from recent developments
of the past two-three years. Product launch, acquisition, expansion and agreement are the
prominent strategies adopted by the market players.

WORKING DEFINITION OF THE PRODUCT

Technical definition of Moisturizer -
Water constantly evaporates from the deeper layers of the skin, an effect known as trans
epidermal water loss (TEWL). By regulating its water content, skin maintains a dry, easily
shed surface as a barrier against pathogens, dirt, or damage, while protecting itself from
drying out and becoming brittle and rigid. The ability to retain moisture depends on the Lipid
bilayer between the corneocytes.
Market definition of Moisturizer -
A moisturizer is a cream that you put on your skin to make it feel softer and smoother. Its
good for more than treating sunburns and the basic function of moisturizers is to help treat
many different skin types, including normal, dry, oily and sensitive skin. People with dry skin
need a light moisturizer that contains natural oils, whereas people with dry skin may require
heavier lotions with humectants to lock in moisture. For those with oily skin, there are oil-
free, noncomedogenic moisturizers, and people with sensitive skin should look for
moisturizers that are fragrance-free and contain few ingredients.

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Consumer’s definition -
This medication is used as a moisturizer to treat or prevent dry, rough, scaly itchy skin and
minor skin irritations like diaper rash, skin burns etc... and Moisturizers work by forming an
oily layer on the top of the skin that traps water in the skin.

DECISION-MAKING CONTEXT
Why the firm wants to undertake the MR study?

Though Patanjali is winning hearts of the consumers through its various products, the
company must know the reason for the failure of their Aloe Vera Moisturizing Cream in the
market.

So, the Marketing Department wants to know-

1. What are the expectations of the consumers from Aloe Vera Moisturizing Cream?
2. What are the primary reasons that are responsible for the failure of the product in the
market?

RESEARCH PURPOSE
Patanjali is creating a potential market for itself by gaining popularity for its products. They
had launched their new product Aloe Vera Moisturizing Cream which failed to do well in the
market. The company wants to know the reasons for it and it also wants to decide on how to
overcome the constraints the product is facing. The company also wants to know what
changes must be made to increase and hold the market share.

RESEARCH OBJECTIVES
 A study on the customer level of satisfaction towards Aloe Vera Moisturizing Cream
 To know the recent trends in the market
 To gain the necessary feedback from the existing consumers to improve the product.

RESEARCH SCOPE
 To understand the consumer behavior.
 To know the purchasing power of the consumers.
 To know the nourishment of the skin with a protective layer to act as a barrier against
pollutants.

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RESEARCH USERS
This research will be used by the research and development and other senior executives of the
Patanjali Company.

RESEARCH BOUNDARY
To help reduce the risk and increase the reward, the Boundary is Mysuru city (MUD) as there
will be more consumption in Mysuru city. So that we can find the different age group, gender
and different economic class.

FIELD WORK AND DATA COLLECTION

 Minimum of 100 respondents will be approached by us
 Questionnaire method will be followed
 Data will be collected in and around Mysuru.

SAMPLING SIZE AND PLAN

• Respondents: Female and male.
• We will meet them near colleges, offices, bus stops, malls and cafes.
• We will meet Students after college hours, will meet employees after office hours.
• We are planning to meet at least 20-30 respondents from each category.

RESEARCH QUESTIONS
 Is there a relationship between age and Aloe Vera Moisturizer?
 Is there a relationship between gender and Aloe Vera Moisturizer?
 Is there a relationship between herbal and Aloe Vera Moisturizer?
 Is there a relationship between buying behavior and Aloe Vera Moisturizer?
 Is there a relationship between quality and Aloe Vera Moisturizer?

RESEARCH HYPOTHESIS
Hypothesis 1:
H0: There is a relationship between age and the Aloe Vera Moisturizer cream.
H1: There is no relationship between age and the Aloe Vera Moisturizer cream.
Hypothesis 2:
H0: The Aloe Vera Moisturizer is used by both male and female
H1: The Aloe Vera Moisturizer is not used by both male and female
Hypothesis 3:
H0: Customer buy the herbal ingredient moisturizer for daily use
H1: Customer will not buy the herbal ingredient Moisturizer for daily use

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 Hypothesis 4:
H0: Advertising and promotion influence the consumer to buy an Aloe Vera Moisturizer
H1: Advertising and promotion will not influence the customer to buy an Aloe Vera
Moisturizer
Hypothesis 5:
H0: The quality of the product influences to buy an Aloe Vera Moisturizer

INFORMATION RESOURCE PLANNING TABLE

Source of Information Primary/Secondary Information Points Measurement Approach
Retailers Primary 1. Price  Nominal Scale
2. Purpose to buy  Ordinal Scale
3. Reasons to buy
4. Quantity of product
5. Sales
Consumers Primary 1. Need  Comparative Scale
2. Requirements  Ordinal Scale
3. Purpose  Nominal Scale
4. Skin type
5. Preferred brand
6. Fragrance
7. Usage frequency
H1: The quality of the product will not influence to buy an Aloe Vera Moisturizer

RESEARCH DESIGN
We are going to conduct a exploratory research as the market knowledge of aloe vera
moisturizing cream is limited. Hence to gain more insights on the nature of the market, we
are going for an exploratory research. As there is no enough information about the Aloe Vera
Moisturizing cream, the format of the research will be unstructured and more flexible so that
the information to be collected can be enough for the research.

 Research characteristics: The research conducted will be pre-planned and

structured. It will include both qualitative and quantitative research. None of the
variables will be influenced in any way. The nature of the variables or their behaviour
is not in the hands of the researcher.

 Research method: This research involves collection of data and putting up

questionnaires

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DUMMY TABLES

GENDER TOTAL

MALE  

FEMALE  

USE
NEVER USE USE FREQUENTL USE
AGE USE RARELY SOMETIMES
NOT AT Y LITTLE ALWAYS
SATISFACTION
15-25   LEVEL
  ALL     BIT   VERY
25-30     SATISFIED
  NEUTRAL
  SATISFIED   SATISFIED
REDUCE PIMPLES        
30-35          
MOISTURIZES SKIN        
35-40
DARK SPOT
40 <  
REDUCTION                
TOTA
CONTROL SUN BURN
L          
REDUCES OILY SKIN

RESEARCH QUESTIONNAIRE
Disclaimer: We are students from SDMIMD. The questionnaire is designed for the
marketing research project purpose only. The information entered will not be disclosed.
Name:

PART A
1) What is your age?
a) 15-25
b) 26-35
c) 36-45
d) 46-55
e) >56
2) Are you from Mysore City?
a) Inside Mysore City
b) Outside Mysore City

PART B
1) Do you use skincare products?
a) Yes
b) No
c) Sometimes
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2) Which, if any, of the following statements applies to you? Please select all that apply.
a) I have oily skin
b) I have dry and dull skin
c) I have pigmentation
d) I have sensitive skin
e) I have a combination of dry and oily skin
f) I have wrinkles
g) Others
3) Have you used a Moisturizing cream before?
a) Yes
b) No
4) How often do you use an Aloe Vera Moisturizing cream?
a) Once
b) Twice
c) Thrice
d) More number of times
5) Where do you get information about Aloe Vera Moisturizing creams?
a) Magazines
b) Television
c) Word of mouth
d) Internet
e) Bloggers
f) Shops
g) Other
6) Would you like to try a sample while buying Aloe Vera Moisturizing creams?
a) Yes
b) No

7) Have you used Patanjali Aloe Vera Moisturizing Cream before?

a) Yes
b) No

8) Does Patanajali Aloe Vera Moisturizing Cream work on acne?

a) Yes
b) No
c) Sometimes
9) Does Patanajali Aloe Vera Moisturizing Cream lighten skin?
a) Yes
b) No
c) Can’t say
10) Does the moisturizing cream retain on the skin for long?
a) Yes
b) No

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11) Does the moisturizing cream get greasy after being applied?
a) Yes
b) No
12) Do you like the fragrance of the moisturizing cream?
a) Yes
b) No
13) Is the fragrance of the moisturizing cream too strong?
a) Yes
b) No
14) Would you prefer Patanjali Aloe Vera Moisturizing Cream or Green Leaf Aloe Vera
Moisturizing Cream?
a) Patanjali Aloe Vera Moisturizing Cream
b) Green Leaf Aloe Vera Moisturizing Cream
c) Others
15) How did you find out about Patanjali Aloe Vera Moisturizing Cream?
a) Magazines
b) Television
c) Word of mouth
d) Internet
e) Bloggers
f) Shops
g) Other
16) How often do you use the moisturizing cream in a day?
e) Once
f) Twice
g) Thrice
h) More number of times
17) Is Patanjali Aloe Vera Moisturizing Cream effective?
a) Yes
b) No

18) Would you buy Patanjali Aloe Vera Moisturizing Cream again?
a) Yes
b) No
c) Would not like to disclose

19) Is the moisturizing cream affordable?

a) Yes
b) No
20) Would you recommend your family/friends to try Patanjali Aloe Vera Moisturizing
Cream?
a) Yes
b) No
c) Would not like to disclose

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Timeline
Preparation of questionnaire – 1 week
Required time to conduct survey – 2 weeks

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