Research Project

Creating Brand Awareness for the Product of

SAFRiN Skin Care in Local Market

Presented to:

Submitted by:

Varisha Khan (35730)

Kiran Sadia (35304)
Faraz Butt (39653)
Komal Bhutto (35772)
Roomisa Khan (35713)

A Research Project
submitted as a mandatory requirement for the
course of Research Project - I & II in the program,
Bachelor of Business Administration
At IQRA UNIVERSITY
Main Campus, Karachi, Pakistan
 Acknowledgement
In the present world of competition there is a race of existence in which those who are having will
to come forward succeed. With this willing we joined this research project. We would like to thank
the supreme power the Almighty God is obviously the one that has always guided us to work on
the right path of life. Without his grace this research could not become a reality. After Him we
would like to thank IQRA UNIVERSITY and our respectable supervisor who guided as throughout
this journey. Also we would like to thank Mr. Irfan Afzal of the Safrin Skincare International who
provided us with every little detail that we required. We have no valuable words to express our
thanks, but our hearts are still full of the favors received from every person

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 Executive Summary
The purpose of this report is to recognize this potential and create awareness of Safrin Skin Care
products in the market. Brand awareness is one major element for any company because through
that the products can reach to the customers who actually needs them and it can lead to higher
sales which every company requires this research selected primary data collection method our
research is inclined with ethics, we have kept it free from every kind of ethical harm, bias, abuse,
misconduct which would embarrass our respondents or hurt them socially, ethically or morally.
We collected the data through primary data collection method and we choose closed ended
questionnaire in which there were availability of options for every question. It helped us to analyze
easily, validity and reliability of the research and through this we generated fast result for our
research. In term of band awareness Safrin skincare products has very low awareness in the
skincare market of products as compare to other skincare brands, we came up with a methodology
that Safrin will need to create a flexible strategy that can respond to changes in customer
information, needs, perceptions and demand. It may also help them to identify whole new markets
needs so that they can successfully target. They should come up with new ways of marketing
advertisement tools to their full potential Find your core competencies and work hard on it. Always
try to focus upcoming trends because it helps to present differently in the market.

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 Table of Content
Executive Summary ...................................................................................................................................... 3
Introduction ................................................................................................................................................... 5
Company’s Profile ........................................................................................................................................ 5
Vision Statement ................................................................................................................................... 6
Mission Statement ................................................................................................................................. 6
Organizational Chart ..................................................................................................................................... 7
Product Details .............................................................................................................................................. 8
Definitions of Key Terms ............................................................................................................................. 9
Project Background ....................................................................................................................................... 9
SWOT Analysis .......................................................................................................................................... 10
Industry Background ................................................................................................................................... 11
Competitors ......................................................................................................................................... 11
Pestle Analysis ............................................................................................................................................ 11
Area of Investigation................................................................................................................................... 14
Purpose of Project ....................................................................................................................................... 14
Significance of the Project/ Managerial Implication .................................................................................. 14
Work Plan Methodology ............................................................................................................................. 15
Flowchart ............................................................................................................................................ 15
Approach ............................................................................................................................................. 15
Sampling Technique ........................................................................................................................... 16
Sample Size ......................................................................................................................................... 16
Instrument of Data Collection ............................................................................................................. 16
Methods of Data Collection ................................................................................................................ 16
Ethical Consideration .................................................................................................................................. 17
Result and Interpretation ............................................................................................................................. 17
Discussion ................................................................................................................................................... 32
Conclusion .................................................................................................................................................. 32
Industry Visit/Experience ........................................................................................................................... 36
References ................................................................................................................................................... 37
Consent Letter ............................................................................................................................................. 43

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Introduction
Safrin Skin Care International (SSCI) is a research-driven cosmeceutical company established in
2010. Safrin discovers, develops, manufactures and markets high quality innovative products.
Their cGMP certified manufacturing facility at Lahore have been accredited by international
regulators. Safrin Skin Care International’s name has come to stand for scientific innovation, vision
and integrity and is rooted in its passion for progress. The innovativeness, competitiveness and a
will to succeed against all odds are the qualities that are at the heart of Safrin culture. After two
decades of marketing and industry experiences in leading Healthcare Companies, a revolutionary
movement called “Safrin Skin Care International" was born in 2010. In our course Research
Project 1 we have been given a task to select a company and approach them to work with us , after
researching a lot we have selected Safrin Skincare International that is a skincare company, we
will be approaching them as a group of five members and ask them to work with us in a research
report in which we will be identifying any sort of problem the company is facing rather it be in
finance , management ,marketing or promotion ,for the next three months we will work and
research about their company and come up with a solution for their problem or hurdle they are
facing and provide them a research proposal .

Company’s Profile
The company is spearheaded by a group of pharma professionals who have rich marketing
experience in various multinational pharma companies and have a strong zeal to excel, firmly
committed to bring in only the best products and only those that surpasses their strict internal
quality assessments. Safrin Skin Care International has been a trend setter of new standards and is
among the fastest growing companies in the Pakistan Derma-Cosmic Industry. In a span of just 05
years it has established an enviable reputation and track record for adopting latest manufacturing
technologies, introducing world class quality products and for setting new standards of customer
service. Safrin Skin Care International has carved out a distinct niche for itself as a pioneer
company introducing new products to the Pakistani Derma-Cosmic Industry year after year. Safrin
Skin Care International currently has one division with a sales force of 30 people based all over
the country. In the emerging industry trends of this century, based on new technologies Safrin skin
care International fully recognizes that its innovative product development must be fully
complemented with cost effective therapeutic solutions to address the objectives of the better

5
informed medical fraternity. To achieve this the company has harnessed all its strengths to create
a synergy by continuously creating and nurturing high quality products and technologies.

Vision Statement
To be the company that best understands and satisfies the want of Customer’s profitably.

Mission Statement
They provide work environments where their employees can meet their potential and succeed in
an atmosphere of excellence, they do their best to be the industry standard in service to customers,
they maintain a superior level of honesty in interactions with business partners and associates, they
appreciate their achieved success and they conduct their business as per their own model.

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Organizational Chart

7
Product Details
ACNEWIPE Acne Clarifying Gel
ACNEWIPE Acne Clarifying Gel offers faster acne control in mild to moderate popular
acne. Olive leaf extract has superb anti-inflammatory as well as antimicrobial properties. Fighting
acne come from its method of targeting excess oil production beneath the skin to successfully
arrest acne outbreaks. Provide an important and helpful anti-oxidant defense for skin and promote
skin cell rejuvenation.

DERMAXiL
DERMAXiL ULTRA is hypoallergenic body moisturizer that provides physiological lipids
in lamellar structure similar to skin. Skin identical lipids to protect and restore healthy skin, hence
revitalizing skin with broad spectrum sun protection, ideal to use to improve the conditions in
photo damage skin.

VAGISAF
An effective and safe vaginal (v zone) wash, is a unique combination of Lactic acid (a
natural antiseptic) & Alobarbe Extract can be used daily during bath & after bath. Helps to restore
the pH level of the vulvo-Vaginal area, encourage Lactobacilli to grow, restricting any risk of
vaginal infections. Cleanse, refreshes & lightens external V zone skin

SAFRIDERM Face Wash

SafriDerm Skin Brightening Face Wash radiance intense whitening face wash cleanses each pore
from deep within and extracts impurities. Infused with complex vitamins and powered by
continuous release technology, it concentrates on giving you a visibly radiant skin. Works at
fighting for fairness: Dark spots, blemishes, Uneven skin tone, Tanning and Dullness.

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Definitions of Key Terms
Customer Satisfaction: Kotler (2000) defined satisfaction as: “a person’s feelings of pleasure or
disappointment resulting from comparing a product’s perceived performance (or outcome) in
relation to his or her expectations”.

Brand Awareness: According to Geffen, it is the knowledge that your desired customers have
about your brand.

Strategy Management: “Understanding the strategic situation confronting an organization is an

essential starting point in developing a marketing strategy” (cravens, 1986).

Marketing: “Marketing is an administrative and social process through which individuals and
groups obtain what they need and desire by the generation, offering and exchange of valuable
products with their equals” (Phillip Kotler, 1984).

Dermatologist: A physician that specializes in diagnosing and treating disorders of the skin
(Gale encyclopedia of medicine).

Project Background
A brand like Safrin Skin Care has a lot of potential to become successful in the skincare/beauty
industry because of the diverse product line in very affordable prices. The purpose of this report is
to recognize this potential and create awareness of its products in the market. Brand awareness is
one major element for any company because through that the products can reach to the customers
who actually needs them and it can lead to higher sales which every company requires. According
to Jake Taylor, marketing analyst at CORT, companies need to consider whether brand awareness
means customers have heard their name before, or their customers understand their specific
products. This is what exactly we plan to do through this project that we aren’t just letting
customers know about the brand name but we will let them know about their products for specific
needs that they can consider first while shopping for their certain needs.

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SWOT Analysis
Strengths
 Safrin Skin Care International has many
good quality products which care for and
restore the skin’s natural balance
 Safrin Skin Care International range
includes Safrin Hair care, bath and body
and professional care and spa line
 Products are free from any toxic or
mercury content
 The packaging of Safrin Skin Care
products is eye-catching, suitable for its
target market
 Sponsorship of events, makeup classes
etc. helps the brand grow
Opportunities
 Expansion of cosmetics industry into
semi-urban and rural areas of the country
 Targeting audience from all age groups
 Products available by Safrin Skin care has
a strong market potential in the market
and can look forward to gaining more
share in the skin care segment
 Products to suit different needs and
demographics can help boost sales.
Weaknesses
 Most products have limited packaging
sizes, which may be inconvenient for
some consumers
 Intense competition in the cosmetics
industry from international and local
brands affects market share growth for
Safrin Skin Care International
 Limited penetration or product choice for
the rural market
Threats
 The switching potential of customers is
high if the customers are not satisfied with
Safrin skin care’s product
 If their products get successful, there is a
major threat of new entrants to follow up
on company’s trend
 Existing competitors producing similar
products can decrease their prices as well
as new entrants to attract the customers.
 Local and international competitors have
well established businesses.
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Industry Background
Our selected company belongs to cosmetic industry. The cosmetic industry describes the
industry that manufactures and distributes cosmetic products. These include color cosmetics, like
foundation and mascara, skincare such as moisturizers and cleansers, hair care such as shampoos,
conditioners and hair colors, and toiletries such as bubble bath and soap. The manufacturing
industry is dominated by a small number of multinational corporations that originated in the early
20th century, but the distribution and sale of cosmetics is spread among a wide range of different
businesses. The largest cosmetic companies are Johnson & Johnson, L’Oréal Paris, Gillette,
Neutrogena, Nivea and Chanel, Inc. The market volume of the cosmetics industry in Europe and
the United States is about EUR €70b per year, according to a 2005 publication. The worldwide
cosmetics and perfume industry currently generates an estimated annual turnover of US$170
billion (according to Eurostaf – May 2007). Europe is the leading market, representing
approximately €63 billion.

Competitors
Some of the major competitors of Safrin Skin Care International are:
1. Derma Techno
2. Pharma health
3. Seattle
4. NeuPher
5. Jen Pharm Maxitech

Pestle Analysis
Political Factor
The products of cosmetic industry are design for skin to skin contact. A bill called the Personal
Care Product Safety Act permits the FDA to have an additional "hands-on" way to deal with
guaranteeing products safety. Numerous brands right now import fixings from different nations or
sell straightforwardly on outside land. They're required to follow all political and lawful necessities
in whichever nation they're in.

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Economic Factor
Unlike many others, the beauty industry is quite resistant to economic recessions. It even survived
the Great Recession of 2008. Sure, customers became more price conscious, deciding to buy only
what they need for survival, but that’s the thing. Beauty products have become a necessity like
eating or having a roof over their head. People will always feel the need to have shampoo and soap
in their bathroom. Not just women; men are spending more of their paychecks on products to clear
their acne and get rid of scars. Forums and subedits are popping up over the internet, discussing
the best routines for flawless skin. In third place, cosmetics comprise over 14% of the market share
with oral hygiene dropping to the bottom of the list at only 5.6%. As for employment in this
industry, nearly one million people are employed, including hairdressers, barbers, manicurists,
skin care specialist, and massage therapists. The numbers are only going up from there.

Social Factor
Hair removal, skin care, nail salons, hair styling, plastic surgery clinics, massage parlors, medical
spas, and perfume bottles are all relevant to the beauty industry. And if you walk up into any of
these markets, you’ll find different of brands offering you nearly the similar product. Brand
awareness spread horizontally too. Somebody finds their preferred cleanser from Company and
afterward observes another cream produced using the equivalent folks. They purchase the cream
since they as of now love the cleanser. It is anything but a gigantic jump to think they'll adore
another item Company A dispatches. Also, it goes on, and on, and on. That’s why new beauty
companies are constantly fighting to get attention in such a saturated market. They change up
packaging, container sizes, and even the font on the bottles – all too maybe grab the attention of
the customer for 3 seconds. But the battle to win their favor doesn’t start and end in the aisle. It
expands further to the outside world, the internet, forums and reviews.

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Technological Factor
In the world of science technology can be changed on daily basis. The internet did really transform
the beauty industry. You can buy almost any product and get it delivered to your home in a day or
two. That’s good and bad for a brands like Safrin due to its lack of awareness in market and trying
to get space I shelves. New brand can sell their product through amazon. Many sell legitimately
through their site (e –commerce) without any designs to ever placed their items in stores (it's both
costly and incredibly hard to get shelves in retails stores). Of course, the enormous brands are
notable with a higher possibility of keeping their client base, because of brand steadfastness. Be
that as it may, these new shops offer precisely that: something new, glossy and frequently –
specialty.

Legal Factors
Ingredients in the beauty business are tricky. They can be FDA-directed without likewise being
FDA-endorsed. The Federal Food, Drug and Cosmetic Act (FD&C Act) and the Fair Packaging
and Labeling Act (FPLA) are the main laws where the excellence and corrective industry must
follow. The FD&C screens fixings dependent on their utilization while the FD&C guarantees
there's deception marked on the items. In the event that there are issues, the item may not reach
racks. They may even require a review. Additionally, if ingredients aren’t up to code (as deemed
by the FDA) they can be banned, which is common in many countries.

Environmental Factor
The beauty industry is focusing more than ever to try and go “green.” Their packaging is becoming
increasingly eco-friendly for less stress on the environment. But there’s still a growing issue with
heavy plastic usage within the cosmetic and skin care segments. Outside of skin care, the type of
ingredients used in everything from shampoo to spray deodorants can have a nasty effect on the
environment. Even though brands are taking steps to improve the ill effects.

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Area of Investigation
Upon researching about the company and discussing with them about the challenges and hurdles
they face we have come up with the conclusion that the main problem they face is brand awareness,
Safrin Skincare is having relatively low sales as compared to what they should have because of
lack of awareness of the brands products in customers, their products are up to the mark and
standard the people currently using them are satisfied ,but there isn't enough awareness about their
existence in the market . We will be selecting four of their products acne wipe, vagisaf, safiderm
face wash and dermaxil, and come up with a strategy by which we can create brand awareness.

Purpose of Project
The purpose of this project is to create awareness of Safrin Skin Care, and come up with a strategy
to highlight its existence in the market and help the company by proposing a marketing strategy to
increase sales

Significance of the Project/ Managerial Implication

It encourages repeat purchases and leads to an increase in market share and incremental sales.
Customers remain familiar with your company, and they consider your brand while purchasing the
products. New leads coming into your business that benefits company’s manager. The composition
of brand which are considered during decision making are important. Brand awareness may also
enhance the perceived quality. Brand awareness should be an important goal of the marketing
communications efforts of a firm as it has a number of important functions. It is widely
acknowledged that without brand awareness occurring, brand attitude and brand image cannot be
found.

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Work Plan Methodology
Flowchart

WEEK 7
WEEK 6
WEEK 1 FINAL
Report Writing
Development of the PRESENTATION
Questionairre

WEEK 5
WEEK 2 Analysis of Data
Data Collection

WEEK 4
WEEK 3
Data Entry
Data Collection

Approach
The topic emphasizes on the approach of research used in this study is quantitative testing. The
purpose of this topic was to collect data as primary research to analyze the existing customers of
the brand and what thought they have about the brand. The basic target of this research was to get
quantified information to make statistical inference regarding the brand and its customers, which
helped in the identifications of variables that have direct or indirect impact on customer's minds
when they make the choice of purchasing of any specific brand’s product.

15
Sampling Technique
The sampling technique that we used was Quota sampling. In this sampling we divided the targeted
population into specific categories. We designed a sample of 212 respondents based on
questionnaire. Every respondent made impression after the questions they got. After the survey,
data was examined in the relevance of topic to get ultimate conclusion.

Sample Size
The target samples for this activity belongs to age group of 18 + and women and men. The focus
of the survey is to gather the views of the population about the products and create awareness of
the availability of the brand. We completed our survey by conducting research from 80 % women
and 20 % from men.
Total = 212 respondents

Instrument of Data Collection

We collected the data through primary data collection method and we choose closed ended
questionnaire in which there were availability of options for every question. The sample size of
our questionnaire was 212 and we conducted responses from 80% women and 20% from men to
generate proper result of our research. It helped us to analyze easily, validity and reliability of the
research and through this we generated fast result for our research.

Methods of Data Collection

This research selected primary data collection method. We had a meeting with the company's
manager Mr. Farhan Siddiqui. It wasn't very hard to approach him and he was ready to help us as
soon as we told him it was our Universities assignment, the meeting was in a cafe where we had
our questions and answers session, and according to my opinion he wasn’t reluctant in answering
anything we had to ask. He told us about each and everything regarding their products that they
are more focusing on their product vagisafe that is a purely women product and was launched
recently ,others like their skincare line are for both men and women focusing more on the younger
age group as they deal with acne prone skin , their company has its focus on quality and creating
a good image in the market, their products are not costly as compared to other skincare lines and

16
are pocket friendly for people who don’t want to invest a lot of money but want good quality and
effectiveness. The manager gave all the potential detail which was necessary for our research
report, and his guidance were very helpful to the group.

Ethical Consideration
Our research is inclined with ethics, we have kept it free from every kind of ethical harm, bias,
abuse, misconduct which would embarrass our respondents or hurt them socially, ethically or
morally. Also, we did not force our respondents to participate, if they did, it was by their own
will. Ethical issues in research is harm or pressurize a person physically or mentally, loss of his
privacy and embarrassment of a person.

Result and Interpretation

What brand of skincare are you aware of? (multiple responses)

Responses Percentage
Clinique 28%
Dermatoligica 28% The Ordinary 41%
Drunk Elephant 9% The Body Shop 69%
Sk II 4%
L’Oréal 68% Safrin Skin Care 9%
Mario Badescu 13% Rivaj Uk 78%
Neutrogena 56% Ponds 76%
Olay 55%
Olay 55% Neutrogena 56%
Ponds 76% Mario Badescu 13%
Rivaj Uk 78% L’Oréal 68%
Drunk Elephant 9%
Safrin Skin Care 9% Dermatoligica 28%
Sk II 4% Clinique 28%
The Body Shop 69%
The Ordinary 41%

We listed some common skin care brands to know about which brands customers are aware of, as
it is a multiple response question so Rivaj Uk got the highest rank by securing 77.7% out of 100%.
After that The body shop came as the second highest with percentage of 76.4%. The least known
brand was Sk II with only 3.8%.

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When buying skin care products, what attributes you mostly notice?

Price 35% 62 70
30% 53 50 60
Responses Frequency Percentage
25% 50
29%
Highly Unimportant 20 10% 20% 25% 24% 40
27
Unimportant 27 13% 15% 20 13%
30

Neutral 62 29% 10% 10%

20
5% 10
Important 53 25%
0% 0
Highly Important 50 24% Highly Unimportant Neutral Important Highly
Unimportant Important
Total 212 100%
Frequency Percentage

For “Price” mostly customers selected “Neutral” which means sometimes they do consider price
and sometimes they don’t as usually customers go for quality over price.

Packaging
35% 67 80
30% 70
25% 60
Responses Frequency Percentage 43 42
50
Highly Unimportant 30 14% 20% 30
32%
30 40
15% 20%
Unimportant 43 20% 10% 30
14% 20% 14%
20
Neutral 67 32% 5% 10
Important 42 20% 0% 0
Highly Important 30 14% Highly Unimportant Neutral Important Highly
Unimportant Important
Total 212 100%
Frequency Percentage

For “Packaging”, highest number of customers selected “Neutral” because as compared to other
attributes like quality and price, packaging isn’t considered that much important.

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Quality
50% 100 120
Responses Frequency Percentage 40% 47%100
Highly Unimportant 20 9% 80
30% 56
Unimportant 10 5% 26% 60
Neutral 26 12% 20%
26 40
20
Important 56 26% 10% 10 12% 20
9% 5%
Highly Important 100 47% 0% 0
Highly Unimportant Neutral Important Highly
Total 212 100% Unimportant Important

Frequency Percentage

For “Quality” customers selected “Highly Important” because skin care products are applied to
one’s face mostly and certainly people don’t want to apply bad quality products on themselves as
it can be harmful.

Availability 80 75 40%
70 35% 35%
Responses Frequency Percentage
60 53 30%
Highly Unimportant 26 12% 50 25% 25%
37
Unimportant 21 10% 40 26 17%
20%
30 21 15%
Neutral 53 25% 20 10%
12% 10%
Important 37 17% 10 5%
Highly Important 75 35% 0 0%
Highly Unimportant Neutral Important Highly
Total 212 100% Unimportant Important

Frequency Percentage

For “Availability”, majority of the customers selected “Highly Important” as they prefer to buy
the exact same product which they had in mind and not look for other options if that particular
product isn’t available

80 74 40%
Ingredients 70 35%
60 35% 30%
47
Responses Frequency 50
Percentage 41 25%
Highly Unimportant 24 11% 40 22% 20%
24 26 19%
Unimportant 26 12% 30 15%
Neutral 41 19% 20 11%
12% 10%
Important 47 22% 10 5%
Highly Important 74 35% 0 0%
Highly Unimportant Neutral Important Highly
Total 212 100% Unimportant Important
Frequency Percentage

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For the attribute of “Ingredients” mostly customers selected Highly Important as their choice
because like quality, people don’t want to ruin their skin by using harmful ingredients on their skin

100 86 45%
90 40%
Value of Money 80 41%
35%
70 58
30%
Responses Frequency Percentage 60 27% 25%
50
Highly Unimportant 20 9% 35 20%
40
Unimportant 13 6% 30
17% 15%
20
Neutral 35 17% 20 13 10%
Important 58 27% 10 9% 6% 5%
Highly Important 86 41% 0 0%
Total 212 100% Highly Unimportant Neutral Important Highly
Unimportant Important
Frequency Percentage

For the attribute “Value of Money” mostly customers selected “Highly Important” as they do
consider how much and what quality of product they are getting in return of the price they are
paying.

What skin care product you usually buy?

Responses Frequency Percentage

Face wash 192 91%
Face mask 105 50%
Day cream 57 27%
Night cream 48 23%
Sun screen 99 47%
Other 34 16%

When asked about the skin care products customers usually buy, majority of customers selected
“Face Wash” having 90.5% after that “Face Mask” and “Sun Screen” took places having 49.5%
and 46.8% respectively.

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 What value of money are you comfortable to pay for a skin care product?

Responses Frequency Percentage

Below 500 39 18%
500-1000 111 52%
1000 above 62 29%
Total 212 100%

Upon asking about the price that the customers are comfortable to pay for a skin care product,
majority of the people selected “500-1000” price range having 52.4% as this amount is considered
as a moderate price for a good quality skin care product.

How often do you follow skin care routine?

Responses Frequency Percentage

Every day 84 40%
Twice a week 49 23%
Once a week 64 30%
Other 15 7%
Total 212 100%

In here 39.6% customers selected “Everyday” as how often they follow a skin care routine
followed by the options of “Once a week” having 30.2%

Have you heard of Safrin skin care before?

Responses Frequency Percentage

Yes 178 84%
No 34 16%
Total 212 100%

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Here 84% customers selected “NO” as their answer when asked that whether they have heard about
Safrin skin care and only 16% selected “YES”, indicating that only few customers know about this
brand.

Do you think Safrin Skincare is famous in the market?

Responses Frequency Percentage

Yes 19 14%
No 113 86%
Total 132 100%
Upon asking that whether Safrin skin care is a famous brand in market or not, majority of the
customers selected “NO” having 85.6% and only 14.4% customers said “YES” showing that this
brand isn’t famous among customers

What source did you get to know about Safrin skin care brand?
60 50
Responses Frequency Percentage
46 43.80% 48 45.70% 45
Television 4 3.80% 50 40
social media 46 43.80% 40 35
brand sampling 2 1.90% 30
30 25
email/sms 4 3.80% 20
Magazines 1 1% 20 15
Radio - - 10 10
4 2 4
Word of mouth 48 45.70% 3.80% 3.80% 1 0 0 5.0
0 1.90% 1% 0% 0% 0.0
Billboards - - Television social brand email/sms Magazines radio Word of Billboards
Total 105 100 media sampling mouth
Frequency
Percentage

To people who said yes they have heard about Safrin skin care before, we asked that from which
source you heard about this brand so majority of the people selected “Word of mouth” with 45.7%
followed by the option of “Social media” having 43.8%

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 Have you used any of the following Safrin skin care product?
90 1200.00%
78
80 10.6
1000.00%
Responses Frequency Percentage 70
Acne wipe 11 9.70% 60 800.00%
Dermaxil moisturizer 4 3.50% 50
600.00%
40
Vagisaf 11 10%
30 400.00%
Safriderm Face wash 12 10.6%
20 11 11 12
Haven’t tried any 78 69% 10 4 69.00%8 200.00%
9.70% 3.50% 10%
Other 8 0.07% 0
0.0707
0.00%
Acne wipe Dermaxil Vagisaf Safriderm Haven’t Other
moisturizer Face wash tried any
Frequency
Percentage

When asked about what products of Safrin have you used from the customers, mostly customers
selected the option of “Haven’t tried any” having 69% after that “Safiderm Face wash” got the
second highest rank having 10.6%.

Reasons

Responses Frequency Percentage

Don’t know about it 91 79%
Don’t want to try it 4 4%

Don’t find it appealing 7 6%

Availability 6 5%
Not good value of
1 1%
money

Heard negative reviews 2 2%

Other 4 3%
Total 115 100%

To customers who selected the option of haven’t tried any we asked the reason for it, so majority
of the customers selected “Don’t know about it” having 79.1% indicating how less people are
aware about the existence of this brand in market

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“Vagisaf is a daily feminine hygiene wash, Which Cleanse, refreshes & lightens skin”

I have sufficient knowledge about the above product

Responses Frequency Percentage

Yes 47 36%
No 85 64%
Total 132 100%

When asked upon whether customers know about the product Vagisaf, majority of the customers
selected “NO” as their answer having 64.4% followed by the option “YES” having 35.6%.

I have used similar hygiene washes before

Responses Frequency Percentage

Yes 67 50%
No 65 50%
Total 132 100%

In here we asked that whether similar products like vagisaf have been used by customers before or
not, the responses resulted in the ratio of 50/50 as 50% selected “YES” and 50% “NO”.

Have you ever purchased Vagisaf?

Responses Frequency Percentage

Yes, In the past 3 months 4 3%

Yes, In the past 6 months 4 3%
Yes, In the past year 3 2%
Haven’t purchased but
considered 25 19%
Haven’t purchased 93 72%
Total 129 100%

Here 72.1% customers selected “Haven’t purchased” indicating that Vagisaf by Safrin skin care
isn’t quite famous in the market followed by the option of “Haven’t but considering” having
19.4%.

24
How much satisfied are you with the attributes of Safrin skin care products?

Price

70 52 60
60 50
Responses Frequency Percentage
50
Highly Unimportant 5 5.747126437 40
40
Unimportant 6 6.896551724 30
30
18
Neutral 52 59.77011494 20
20
Important 18 20.68965517 5 6 6 10
10
Highly Important 6 6.896551724 0 0
Highly Unimportant Neutral Important Highly
Total 87 100 Unimportant Important

Frequency Percentage

59.7% customers selected “Neutral” indicating that they are neither satisfied nor dissatisfied with
the “Price” of Safrin skin care products.

Packaging

60 50
42
Responses Frequency Percentage 50 40
Highly Dissatisfied 7 8.64 40
Dissatisfied 11 13.58 30
30
Neutral 42 51.85 16 20
20 11
Satisfied 16 19.75 7 5 10
10
Highly Satisfied 5 6.17
0 0
Total 81 100 Highly Dissatisfied Neutral Satisfied Highly Satisfied
Dissatisfied
Frequency Percentage

For “Packaging”, mostly people selected “Neutral” indicating a moderate response towards being
satisfied or dissatisfied with the products of Safrin skin car

25
Availability

60 44 50
Responses Frequency Percentage 50 40
Highly Dissatisfied 4 5 40
Dissatisfied 8 10 30
30
Neutral 44 55 15 20
20
Satisfied 15 18.75 8 9
10 4 10
Highly Satisfied 9 11.25
0 0
Total 80 100 Highly Dissatisfied Neutral Satisfied Highly Satisfied
Dissatisfied
Frequency Percentage

55% customers selected “Neutral” when asked whether they are satisfied or dissatisfied with the
availability of Safrin skin care’s products showing that customers feel moderate towards their
availability.

Quality
60 46 50
Responses
Frequency Percentage 50 40
Highly Dissatisfied 7 8.43373494 40
30
Dissatisfied 4 4.81927711 30 19
20
Neutral 46 55.4216867 20
7 7 10
Satisfied 19 22.8915663 10 4
Highly Satisfied 7 8.43373494 0 0
Highly Dissatisfied Neutral Satisfied Highly Satisfied
Total 83 100 Dissatisfied
Frequency Percentage

55% customers selected “Neutral” and after that 22% customers selected “Satisfied” when asked
that whether customers are satisfied or dissatisfied with the quality of Safrin skin care products,
indicating that customers are quite satisfied with their quality which is a good thing.

26
Ingredients
70 46 50
60
40
50
Responses Frequency Percentage
40 30
Highly Dissatisfied 5 6.25
30 17 20
Dissatisfied 4 5
20 8
Neutral 46 57.5 10
5 4 10
Satisfied 17 21.25 0 0
Highly Satisfied 8 10 Highly Dissatisfied Neutral Satisfied Highly Satisfied
Dissatisfied
Total 80 100 Frequency Percentage

57.5% customers selected “Neutral” and after that 21.25% customers selected “Satisfied” when
asked that whether customers are satisfied or dissatisfied with the ingredients of Safrin skin care
products, indicating that customers are quite satisfied with their ingredients which is a good thing.

Value of Money

60 45 50
Responses Frequency Percentage
50 40
Highly Dissatisfied 8 10
40
Dissatisfied 4 5 30
30
Neutral 45 56.25 20
20 14
Satisfied 14 17.5 8 9
10 4 10
Highly Satisfied 9 11.25
Total 80 100 0 0
Highly Dissatisfied Neutral Satisfied Highly Satisfied
Dissatisfied
Frequency Percentage

56% customers selected “Neutral” as their answer when asked upon whether customers are
satisfied or dissatisfied with the value of money attribute of Safrin skin care’s products followed
by 17.5% of being satisfied and 5% being dissatisfied indicating that the ratio of being quite
satisfied with the amount of value of money they are providing.

27
 How likely would you recommend this brand on a scale of 1-5?

Responses Frequency Percent

1 8 7.4
2 12 11.1
3 55 50.9
4 17 15.7
5 16 14.8
Total 108 100

People were asked how likely are they to recommend Safrin to others in their groups on a scale
of one to five 50.9% of the people were not sure about it and only 14.8% of people were sure to
recommend it to others.

Usually brands give awareness to its customers through? (multiple response)

100 172 200

Responses Frequency Percentage
Television 131 61.8 80
131 150
social media 172 81.1 60
brand sampling 79 37.3 79 100
40 65
email/sms 41 19.3 53
41 38 50
Magazines 53 25 20 16
radio 16 7.5 0 0
Word of mouth 38 17.9 Television social brand email/sms Magazines radio Word of Billboards
media sampling mouth
Billboards 65 30.7 Frequency Percentage

Here when asked from the respondents that how usually the brands give awareness to the people:
according to majority of respondents around 81.1% they think that Social Media is a better
platform to target people to make them aware about the product, after that from television ads.

28
Preferences

Responses
Frequency Percentage
140 133 70
Television 28 13.00% 120 63.00%
60
social
133 63.00% 100 50
media
brand
18 8.50% 80 40
sampling
60 30
email/sms 16 7.60%
Magazines 0 0% 40 28 20
Radio 2 0.90% 20 13.00% 18
8.50% 16 14 10
7.60% 6.60% 1
Word of 0 2
14 6.60% 0 0% 0.90% 0.50%0.0
mouth
Television social media brand email/sms Magazines Radio Word of Billboards
Billboards 1 0.50% sampling Frequency mouth
Total 212 100 Percentage

Medium

Responses
Frequency Percentage180 164 90.00
160 80.00
Television 20 9.40% 77.40%
social media 164 77.40% 140 70.00
120 60.00
brand sampling 8 3.80%
100 50.00
email/sms 6 2.80% 80 40.00
Magazines 2 1% 60 30.00
Radio 1 0.50%
40 20.00
20 9.40%
Word of mouth 11 5.20% 20 8 3.80% 6 11 10.00
2.80% 2 1% 1 5.20% 0
0 0.50% 0% 0.00%
Billboards 0 0%
Television social brand email/sms Magazines Radio Word of Billboards
Total 212 100 media sampling mouth
Frequency
Percentage

When asked about the preferences and medium of advertising 63% prefer social media 77.4% use
social media, after that 13% prefer television and 9.4% use television as a mode of advertisement.

29
Demographics
Gender
180 90%
160 80%
140 70%
Responses Frequency Percent 120 60%
Female 165 78% 100 50%
Male 47 22% 80 40%
60 30%
Total 212% 100%
40 20%
20 10%
0 0%
Female Male

Frequency Percent

Out of 100% responses 22% out of 100% respondents were Male and 78 % were Female.

120 60%

Age 100 50%

80 40%

Responses Frequency Percent 60 30%

15-20 28 13%
40 20%
21-25 108 51%
26-30 4200% 20% 20 10%
31-35 34 16% 0 0%
Total 212 100% 15-20 21-25 26-30 31-35

Frequency Percent

Majority of the respondents' age groups lies between 21- 25 years old according to the stats and
20.3% were from 26-30 years old.

30
Occupation 140 60.00%
120 50.00%
100
40.00%
Responses Frequency Percent
80
Student 117 55.40% 30.00%
60
Employed 46 21.60%
20.00%
Unemployed 4 2.00% 40
House wife 35 16.40% 20 10.00%
Other 10 4.70% 0 0.00%
Total 212 100 Student Employed Unemployed House wife Other

Frequency Percent

Majority of the respondents were students with 55.2% and 21.7% were employed and then comes
housewife 16.5% and other.

Income
120 60.00%
100 50.00%
Responses Frequency Percent 80 40.00%
15000-25000 113 53.30% 60 30.00%
26000-35000 16 7.50% 40 20.00%
36000-45000 25 11.80% 20 10.00%
46000-50000 17 8% 0 0.00%
51000 + 41 19.30% 15000-25000 26000-3500036000-4500046000-50000 51000 +
Total 212 100.00%
Frequency Percent

The income of majority of the respondents lies between 15,000-25,000 and second highest income
was 51000 and above.

31
Discussion
The main problem they face is brand awareness, Safrin Skincare is having relatively low sales as
compared to what they should have because of lack of awareness of the brands products in
customers, their products are up to the mark and standard the people currently using them are not
sure if they are satisfied, in terms of packaging, price, availability, quality and value of money
50% of the respondents voted neutral which means there is a need for improvement. the average
percentage of people satisfied is only 15%, 84% customers selected “NO” as their answer when
asked that whether they have heard about Safrin skin care and only 16% selected “YES”, indicating
that only few customers know about this brand. Upon asking that whether Safrin skin care is a
famous brand in market or not, majority of the customers selected “NO” having 85.6% and only
14.4% customers said “YES” showing that this brand isn’t famous among customers. To people
who said yes they have heard about Safrin skin care before, we asked that from which source you
heard about this brand so majority of the people selected “Word of mouth” with 45.7% followed
by the option of “Social media” having 43.8% which give hint that the best way of marketing is
the social media platform as 63% of the people prefer social media marketing. Majority of the
respondents' age groups lies between 21- 25 years’ old, out of them 55.2% were students and
21.7% were employed and then comes housewife 16.5% which gives the brand an idea of what
age group they should be targeting, the income of majority of the respondents lies between 15,000-
25,000 and second highest income was 51000 and above which will help them to set their pricing
accordingly. The overall view of this report is that not many people know about this brand but
those who do are satisfied which means they do have the potential, they only need review their
marketing strategies and approach and specify their target market.

Conclusion
The aim of this research is to recognize the potential of Safrin skincare and create awareness of its
product in the market and help the company by proposing marketing strategy to increase its sales.
In this research we did quantitative analysis for that we made a Google doc questionnaire to ask
question related to our research from 200+ respondents.

In term of band awareness Safrin skincare products has very low awareness in the skincare market
of products as compare to other skincare brands. Based on our research some skincare brands

32
capture the market are Rivaj Uk got the highest rank by securing 77.7%, after that The body shop
came as the second highest with percentage of 76.4% and Safrin skin care came in second least
known brand with 9% and the least known brand was SK II with only 3.8%.

We proposed to present descriptive manifestations and evidence to come up to a conclusion for

them to delineate, which course of action will be more preferable for Safrin Skin Care brand to
further enhance their market share and to increase brand awareness. According to responses half
of the total respondents haven’t heard or tried Safrin Skin Care products with the percentage of
79.1% because of some certain factors such as they didn’t see any ads of their products and some
customer who purchase its products it’s because of recommendation of their friends and families
or through social media. Respondents who said yes they know about it we asked them about the
attributes of Safrin Skincare which are price, packaging, availability, value of money, quality and
ingredients that are they satisfied, dissatisfied or neutral, and the answer was neutral of all the
attributes which are mentioned above.

By understanding the findings we came to conclusion that Safrin Skin Care should promote their
products on social media as our result shows that majority of respondents around 81.1% they think
that Social Media is a better platform to target people to make them aware about the product, after
that from television ads and When we asked about the preferences and medium of advertising 63%
prefer social media,77.4% use social media, after that 13% prefer television and 9.4% use
television as a mode of advertisement so it’s a best opportunity to create awareness and increase
its market share.

Recommendations
Following are the recommendations to Safrin Skin Care for the improvements are listed below.

1. How to create brand awareness of Safrin?

 First of all, Safrin needs to check out the reason of unavailability of their products
and after that they need to work on creating brand awareness by creating and working
on new marketing strategies and activities and campaigns to direct target customers
by engaging them in those activities. Activities can be held in supermarkets for target

33
 women as well as outside the general stores. Sending PR packages to well-known
bloggers who have good influence on their followers, they can come up with some
discount codes for their followers and offer a free Sampling on any purchase to
introduce them with other products as everyone loves free stuff. And people
especially love to try out a product before the fully commit. Every other person loves
some discounts as well Letting people take a test run of your product or service can
build brand awareness as well as trust.
 Safrin can also run sponsored posts on social media and use Retargeting Brand
awareness as it is all about making sure your audience see your logo, ads, company
name, etc. Retargeting is the only way to win back those customers who may have
visited your site or even put something in their cart but didn’t purchase.

2. Finding new marketing strategies to market Safrin.

 The focal point of any strategy should be making sure that your products meet
customer needs and making sure that they will get benefits from them and developing
long-term and profitable relationships with those customers. To achieve this, Safrin
will need to create a flexible strategy that can respond to changes in customer
information, needs, perceptions and demand. It may also help them to identify whole
new markets needs so that they can successfully target. The purpose of marketing
strategy should be to identify and then discuss the benefits of their business offering
to the target market and introduce their products on the whole new level and making
them attractive so the target market actually buys their products. Once they have
created and implemented their strategy, monitor its effectiveness, assure and make
any adjustments required to maintain its success and make hype among the target
market.

3-Marketing/advertising tools.

 Advertising products on social media is a great handle now a day to reach the proper
target market and increase sales as every other person is active on social media

34
 platforms. Running ads on appropriate channel can also help to build up the sales.
These both form of advertising are two main ways to build brand awareness.
 In a digital remote world, it’s important to have a presence on social media. Posting
regularly can also hype the engagement, because being constant can help in many
ways. There are several things you can do alongside posting to boost your brand
visibility to audience.
 Advertising on television can target the ladies sitting at home who don’t use social
media and by running ads on television they can introduce their products. Morning
shows can be good source to boost sales.

4- Identifying how to be a market leader in skincare cosmetics industry.

 Evaluate the performance of brand on monthly basis and find the gape in the market
and fill the gaps in perfect time always be first as compare to your competitors. Be a
leader in the market do not depend on only the product quality, taste and packaging
also it involve to the whole team and the working capability of company. Find your
core competencies and work hard on it. Always try to focus upcoming trends because
it helps to present differently in the market. Check your products according to
audience demands through research and having a check and balance on competitor
product as well

35
Industry Visit/Experience
Varisha Khan
We had a meeting with the company's manager Mr. Farhan Siddiqui. It wasn't very hard to
approach him and he was ready to help us as soon as we told him it was our Universities
assignment, the meeting was in a cafe where we had our questions and answers session, and
according to my opinion he wasn’t reluctant in answering anything we had to ask. He told us about
each and everything regarding their products that they are more focusing on their product vagisafe
that is a purely women’s product and was launched recently, others like their skincare line are for
both men and women focusing more on the younger age group as they deal with acne prone skin ,
their company has its focus on quality and creating a good image in the market ,their products are
not costly as compared to other skincare lines and are pocket friendly for people who don’t want

Komal Bhutto
We chose the skincare/beauty industry for our research project because this industry is vastly
expanding nowadays. Then we surveyed some of the major companies related to this industry
which helped us a lot in understanding the real world marketing situation going on. The company
we chose Safrin Skincare turned out to be one of the most under rated companies in this industry
as we saw a great potential in them to be successful. We met their manager and he very honestly
and patiently answered to all our queries which helped us a lot to understand their company and
their products. Overall this experience was great because for me personally it gave me the
confidence and knowledge about how to deal with real life professionals which will be beneficial
for me in practical life ahead.to invest a lot of money but want good quality and effectiveness. The
manager gave all the potential detail which is necessary for our research report, and his guidance
was very helpful to the group.

Roomisa khan
We took the appointment from the Safrin Company to conduct the interview from the marketing
manager and they accepted our request easily. The manager (Mr. Farhan Siddiqui) told us about
their recently launched products in which the company is facing some issues regarding to the brand
awareness. The manager was very cooperative with the group, the information provided by the
manager was very helpful throughout the report. All in all, it was a good experience for all of us
which will definitely help us in future.

36
Faraz Butt
Our group had a meeting with the company’s manager Mr. Farhan Siddiqui. He arrived on the
given time at our place and met with us with nice gesture and he gave some information about
their company and also gave us suggestion to work on their awareness program. He highly
cooperated with us and gave all sort of knowledge about their products. Product like vagisafe that
is a purely women product was launched recently, other product like skincare line both for male
and female to deal with acne prone skin their prime focus is on quality and good brand image
among the customers the good thing about their products is that they are not very costly as
compared to other brands products.

Kiran Sadia
The company was very helpful they helped us throughout the project, and openly discussed about
the problems they were facing in their company, they were open for suggestions and willing to
work with us we are glad we selected them to work with us our experience until now is satisfactory.
This company is expert in making one of best skincare brand plus most reasonable as well that
anyone can afford it. Their products actually speak by themselves, they never compromise on
quality and packing. They all are very welcoming and greeted each of our group member with
respect and elaborated everything about their brand and products.

References
https://safrinskincare.com/
https://aurora.dawn.com/news/1143226
https://www.van-haaften.nl/customer-satisfaction/customer-satisfaction-models/84-customer-
satisfaction
https://postcron.com/en/blog/philip-kotler-advice-for-online-marketing/
https://mpra.ub.uni-muenchen.de/41840/1/MPRA_paper_41840.pdf
https://www.business2community.com/branding/what-is-brand-awareness-01578509
https://medical-dictionary.thefreedictionary.com/Dermatologist.

37
 QUESTIONNAIRE

SAFRIN SKIN CARE

BRAND AWARENESS

Safrin Skin Care is a research driven cosmeceutical company that develops, manufactures and
markets high quality skincare products.

Dear Respondent,

Please take few minutes to complete this bran survey to let us know what you think about our
product. Your responses will be strictly confidential.

1. Which skin care brand comes to your mind first? (Single Response)
____________________________

2. What brands of skin care are you aware of? (Multiple Response)

1_______________________ 2______________________ 3____________________

4_____________

3. Which brands of skin care do you use?

 The ordinary
 Olay
 SK-II
 Dermalogica
 Saffrin skin care
 Neutrogena
 The Body Shop
 Clinique Highly satisfied
 Satisfied
 Dissatisfied
 Highly dissatisfied
 Mario Badescu skin care
 Drunk Elephant
 Ponds
 L’oreal Paris

38
4. When buying skin care products, what attributes you mostly notice?
*1 being less important and 5 highly important*

1 2 3 4 5
Price
Rating
Quality
Availabilitt
Ingredients
Value of Money

5. What skin care product you usually buy? (all that apply).
 Face wash
 Face mask
 Day cream
 Night Cream
 Sun Screen
 Other ( )
6. What value of money are you comfortable to pay for a skin care product?
 Below 500
 500-1000
 Above 1000
 Other ( )

7. How often do you follow skin care routine?

 Every day
 Twice A week
 Once A week
 Other ( )

8. Have you heard of Saffrin skin care before?

 Yes
 No (if no skip to question #14)
9. -Do you think Safrin Skincare is famous in the market?
 Yes
 No

10. What source did you get to know about Saffrin skin care brand?
 Social media
 Word of mouth
 Saw in market

39
 11. Have you used any of the following Saffrin skin care product? (all that apply).
 Acnewipe Acne Clarifying Gel
 Dermaxil moisturizer
 Vagisaf
 Safriderm Face wash
 Other ( )
 Haven’t tried any

*Vagisaf is a daily feminine hygiene wash. Which Cleanse, refreshes & lightens skin.*

1. I have sufficient knowledge about the above product

 Yes/No
2. I have used similar hygiene washes before

 Yes/No

3. Have you ever purchased Vagisaf

• Yes, In the past 3 months

• Yes, In the past 6 months

• Yes, In the past year

• Haven't purchased but considering

Haven’t purchased
12. You haven’t tried any product because?
 Don’t know about it
 Don’t want to try it
 Don’t find it appealing
 Availability
 Not a good value of money
 Heard negative reviews

13. How much satisfied are you with the attributes of Saffrin skin care products?
1. Price
 Highly satisfied
 Satisfied

40
  Dissatisfied
 Highly dissatisfied

2. Packaging
 Highly satisfied
 Satisfied
 Dissatisfied
 Highly dissatisfied
3. Availability
 Highly satisfied
 Satisfied
 Dissatisfied
 Highly dissatisfied
4. Value of money
 Highly satisfied
 Satisfied
 Dissatisfied
 Highly dissatisfied

14. Usually brands give awareness to its customers through?

 Television Ads
 Social Media
 Brand sampling in Malls/ Marts
 Email/ SMS Marketing
 Radio
 Magazines
 Billboards

13. Which medium of advertising do you prefer?

• Television Ads

• Social Media

• Brand sampling in Malls/ Marts

• Email/ SMS Marketing

• Radio

41
 • Magazines
• Billboards

14. Which medium of advertising do you use the most?

Television Ads
 Social Media
 Brand sampling in Malls/ Marts
 Email/ SMS Marketing
 Radio
 Magazines
 Billboards

Personal Information:
(All your information will be kept confidential and anonymous)

Name: ____________________________

Gender
Male
Female

Age:
15-20
21-25
26-30
31-35

Occupation
Student
Employs
Unemployed
Housewife
Other

Income
15000-25000
26000-35000
36000-45000
46000-50000
51000 and above

Your opinion is extremely important to us! Thank you for your time.

42
Consent Letter

43