Summeer Internship Project Report On Eff

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Summeer Internship Project Report ON EFF
Bba (Guru Gobind Singh Indraprastha University)
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SUMMEER INTERNSHIP PROJECT REPORT
ON
“EFFECT OF GST ON SALES AT NIVEA”

Submitted in fulfillment of the requirements for
The award of the degree of
Bachelors of Business Administration (BBA)
To
GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY, DELHI
Under the guidance of: Submitted by:
MRS. MANISHA GUPTA NIKITA SHARDA

05014201715
Jagannath International Management School, Vasant Kunj,
New Delhi
Guru Gobind Singh Indraprastha University
(Batch 2015-18)

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ACKNOWLEDGEMENTS
The present work is an effort to throw some light on “Effect of GST in Sales”. The work would not have been
possible to come to the present shape without the able guidance, supervision and help provided to me by a
number of people.
With a deep sense of gratitude I acknowledged the encouragement and guidance received by Mrs. Manisha
Gupta. I also convey my heartfelt affection to those who helped and supported me during the course, for
completion of my Report.
Nikita Sharda

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CERTIFICATE
This is to certify that the project entitled, “Effect of GST In Sales " submitted by "Nikita Sharda" in fulfillment
of the requirements for the award of BBA at the "Guru Gobind Singh Indraprastha University" is an authentic
work carried out by her under my supervision and guidance.
To the best of my knowledge, the matter embodied in the project has not been submitted to any other University
/ Institute for the award of any Degree or Diploma.
Date:
Mrs. Manisha Gupta

(Jagannath International Management School)

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_________________TABLE OF CONTENTS__________________
S NO Page No
TOPIC
1 CERTIFICATE
2 ACKNOWLEDGEMENTS -
3 CHAPTER-1: INTRODUCTION -
1. Introduction To FMCG industry

2. Introduction To skin care industry
3. Introduction To Nivea
4 CHAPTER-2: CONCEPTUAL DISCUSSION -
1. Introduction To GST
2. Effect Of GST on NIVEA
5 CHAPTER-3: RESEARCH METHODOLOGY -
1. Objective Of The Study

2. Research Methodology
6 CHAPTER-4: DATA ANALYSIS & INTERPRETATION -
7 CHAPTER-5: CONCLUSION -
1. S.W.O.T. Analysis
2. Annexure
S No Topic Page No
1 Summer Internship Certificate -
2 Certificate -
3 Acknowledgements -
4 Executive Summary -
5 Chapter-1: Introduction -
Chapter- 1.1 Introduction to Industry

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Chapter- 1.2 Introduction to Company

6 Chapter-2: Conceptual Discussion -
7 Chapter-3: Research Methodology -
3.1 Title
3.2 Title Justification
3.3 Objective of study
3.4 Research Methodology
3.4.1 Research Design- Exploratory/ Descriptive/
Experimental
3.4.2 Data Collection-
 Primary Data
 Secondary Data
3.4.3 Sampling
 Sampling Technique
 Sampling Design
 Sample Unit
 Sample Area
 Sample Size
3.5 Data Analysis Tools- Graphs, Chart, Percentage etc

3.6 Limitation of Study
8 Chapter-4: Data Analysis -
9 Chapter-5: Findings -
10 Chapter-6: Suggestions/ Recommendations -
11 Chapter-7: Conclusions -
12 References/Bibliography -
13 Appendices- Questionnaire -

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CHAPTER 1:
INTRODUCTION
1.1 INTRODUCTION TO FMCG INDUSTRY:
Fast-moving consumer goods (FMCG) or consumer packaged goods (CPG) are products that are sold
quickly and at relatively low cost. Examples include non-durable goods such as soft drinks, toiletries, over-
the-counter drugs, processed foods and many other consumables. In contrast, durable goods or major
appliances such as kitchen appliances are generally replaced over a period of several years.
FMCG have a short shelf life, either as a result of high consumer demand or because the product deteriorates
rapidly. Some FMCGs, such as meat, fruits and vegetables, dairy products, and baked goods, are highly
perishable. Other goods, such as alcohol, toiletries, pre-packaged foods, soft drinks, chocolate, candies, and
cleaning products, have high turnover rates. The sales are sometimes influenced by some holidays and season.
Though the profit margin made on FMCG products is relatively small (more so for retailers than the
producers/suppliers), they are generally sold in large quantities; thus, the cumulative profit on such products
can be substantial. FMCG is a classic case of low margin and high volume business.
Characteristics
The following are the main characteristics of FMCGs:
 From the consumer's perspective

o Frequent purchase
o Low involvement (little or no effort to choose the item)
o Low price
o Short shelf life
o Rapid consumption
 From the marketer's perspective
o High volumes
o Low contribution margins
o Extensive distribution networks
o High stock turnover
ISIC definition
The retail market for FMCGs includes businesses in the following International Standard Industrial
Classification (ISIC) (Revision 3) categories.

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 ISIC 5211 retail sales in non-specialized stores

 ISIC 5219 other retail sales in non-specialized stores
 ISIC 5220 retail sales of food, beverages and tobacco in specialized stores
 ISIC 5231 retail sales of pharmaceutical and medical goods, cosmetic and toilet articles
 ISIC 5251 retail sales via mail order houses
 ISIC 5252 retail sales via stalls and markets
 ISIC 5259 wholesale goods
Supplier industries for FMCGs include:
 1512 fish and fish products

 1513 fruit and vegetables
 1514 vegetable and animal oils and fats
 1520 dairy products
 1531 grain mill products
 1532 starches and starch products
 1533 animal feeds
 1541 bakery products
 1542 sugar
 1543 cocoa, chocolate and sugar confectionery
 1544 macaroni, noodles, couscous
 1549 other food products
 1551 spirits, ethyl alcohol
 1552 wines
 1553 malt liquors and malt
 1554 soft drinks, mineral waters
 1600 tobacco products
 2101 pulp, paper and paperboard
 2102 corrugated paper, containers
 2109 other articles of paper and paperboard
 2424 soap and detergents, cleaning preparations, perfumes
 2430 men's and women's inner garments, shaving gels, deodorants
Fast-moving consumer electronics :Fast-moving consumer electronics are typically low-priced generic or
easily substitutable consumer electronics, including mobile phones, MP3 players, game players, earphones,
headphones, OTG cables, and digital disposable cameras.
Fast Moving Consumer Goods (FMCG) Industry in India:

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Fast Moving Consumer Goods (FMCG) Industry in India is one of the fastest developing sectors in the Indian
economy. At present the FMCG Industry is worth US$ 13.1 billion and it is the 4th largest in the Indian
Economy. These products have very fast turnaround rate, i.e. the time from production to the revenue from
the sale of the product is very less. In the present economic scenario, time is regarded as money, so the FMCG
companies have to be very fast in manufacturing and supplying these goods.
The Fast Moving Consumer Goods (FMCG) Industry in India include segments like cosmetics, toiletries,
glassware, batteries, bulbs, pharmaceuticals, packaged food products, white goods, house care products,
plastic goods, consumer non-durables, etc. The FMCG market is highly concentrated in the urban areas as the
rise in the income of the middle-income group is one of the major factors for the growth of the Indian FMCG
market.
The penetration in the rural areas in India is not high as yet and the opportunity of growth in these areas is
huge by means of enhanced penetration in to the rural market and conducting awareness programs in these
areas. The scopes for the growth of the FMCG industry are high as the per capita consumption of the FMCG
products in India is low in comparison to the other developed countries. The manufacturing of the FMCG
goods is concentrated in the western and southern belt of the country. There are other pockets of FMCG
manufacturing hubs.

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TOP 5 FMCG COMPANIES OF INDIA 2017
Hindustan Unilever Limited (HUL) is an Indian consumer goods company based in Mumbai, Maharashtra. It
is a subsidiary of Unilever. HUL’s products include foods, beverages, cleaning agents, personal care
products and water purifiers. It is also among the biggest polluters in India.
HUL was established in 1933 as Lever Brothers and, in 1956, became known as Hindustan Lever Limited, as
a result of a merger among Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd.
It employs over 16,000 workers, whilst also indirectly helping to facilitate the employment of over 65,000
People. The Company was renamed in June 2007 as "Hindustan Unilever Limited" HUL is the market leader
in Indian consumer products with presence in over 20 consumer categories such as soaps, tea, detergents and
shampoos amongst others with over 700 million Indian consumers using its products.
Sixteen of HUL's brands featured in the ACNielsen Brand Equity list of 100 Most Trusted Brands Annual
Survey (2014), carried out by Brand Equity, a supplement of The Economic Times.
Research facilities
The Hindustan Unilever Research Centre (HURC) was set up in 1966 in Mumbai and Unilever Research India
in Bangalore in 1997. Staff at these centres developed many innovations in products and manufacturing
processes. In 2006, the company's research facilities were brought together at a single site in Bangalore.
Headquarters
Hindustan Unilever's corporate headquarters are located at Andheri (E), Mumbai. The campus is spread over
12.5 acres of land and houses over 1,600 employees. Some of the facilities available for the employees include
a convenience store, a food court, an occupational health centre, a gym, a sports & recreation centre and a day
care centre. The Campus is designed by Mumbai based architecture firm Kapadia Associates.
The campus received a certification from LEED (Leadership in Energy and Environmental Design) Gold in
'New Construction' category, by Indian Green Building Council (IGBC), Hyderabad, under license from
the United States Green Building Council (USGBC)
The company's previous headquarters was located at Backbay Reclamation, Mumbai at the Lever House,
where it was housed for over 46 years.

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Nestlé S.A. is a Swiss transnational food and drink company headquartered in Vevey, Vaud, Switzerland. It
has been the largest food company in the world, measured by revenues and other metrics, for 2014, 2015, and
2016. It ranked No. 72 on the Fortune Global 500 in 2014 and No. 33 on the 2016 edition of the Forbes Global
2000 list of largest public companies.
Nestlé's products include baby food, medical food, bottled water, breakfast cereals, coffee and tea,
confectionery, dairy products, ice cream, frozen food, pet foods, and snacks. Twenty-nine of Nestlé's brands
have annual sales of over CHF1 billion (about US$1.1 billion) ,including Nespresso, Nescafé, Kit
Kat, Smarties, Nesquik, Stouffer's, Vittel, and Maggi. Nestlé has 447 factories, operates in 194 countries, and
employs around 339,000 people. It is one of the main shareholders of L'Oreal, the world's largest cosmetics
company.
Products
Nestlé has over 8,000 brands with a wide range of products across a number of markets, including
coffee, bottled water, milkshakes and other beverages, breakfast cereals, infant foods, performance and
healthcare nutrition, seasonings, soups and sauces, frozen and refrigerated foods, and pet food.
Food safety-Milk products and baby food
In late September 2008, the Hong Kong government found melamine in a Chinese-made Nestlé milk product.
Six infants died from kidney damage, and a further 860 babies were hospitalised. The Dairy Farm milk was
made by Nestlé's division in the Chinese coastal city Qingdao.
Nestlé affirmed that all its products were safe and were not made from milk adulterated with melamine. On 2
October 2008, the Taiwan Health ministry announced that six types of milk powders produced in China by
Nestlé contained low-level traces of melamine, and were "removed from the shelves".
Cookie dough
In June 2009, an outbreak of E. coli O157:H7 was linked to Nestlé's refrigerated cookie dough originating in
a plant in Danville, Virginia. In the US, it caused sickness in more than 50 people in 30 states, half of whom
required hospitalization. Following the outbreak, Nestlé voluntarily recalled 30,000 cases of the cookie dough.
The cause was determined to be contaminated flour obtained from a raw material supplier. When operations
resumed, the flour used was heat-treated to kill bacteria.
Maggi noodles
In May 2015, Food Safety Regulators from the Uttar Pradesh, India found that samples of Nestlé's leading
noodles Maggi had up to 17 times beyond permissible safe limits of lead in addition to monosodium

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glutamate. New Delhi Government banned the sale of Maggi in New Delhi stores.Nestlé India's shares fell
down 11% due to the incident.
Thereafter, multiple state authorities in India found unacceptable amount of lead and it had been banned in
more than 5 other states. On 5 June 2015, Food Safety and Standards Authority of India (FSSAI) orders
banned all nine approved variants of Maggi instant noodles from India, terming them "unsafe and hazardous"
for human consumption.
Nepal indefinitely banned Maggi over concerns about lead levels in the product. Maggi noodles has been
withdrawn in five African nations - Kenya, Uganda, Tanzania, Rwanda, and South Sudan by a super-market
chain after a complaint by the Consumer Federation of Kenya, as a reaction to the ban in India.
ITC Limited or ITC is an Indian conglomerate headquartered in Kolkata, West Bengal. Its diversified
business includes five segments: Fast-Moving Consumer Goods (FMCG), Hotels, Paperboards & Packaging,
Agri Business & Information Technology.
Established in 1910 as the Imperial Tobacco Company of India Limited, the company was renamed as
the Indian Tobacco Company Limited in 1970 and further to I.T.C. Limited in 1974. The periods in the name
were removed in September 2001 for the company to be renamed as ITC Ltd.
The company completed 100 years in 2010 and as of 2012-13, had an annual turnover of US$8.31 billion and
a market capitalization of US$45 billion. It employs over 25,000 people at more than 60 locations across India
and is part of Forbes 2000 list.
Cigarettes
ITC Ltd sells 81 percent of the cigarettes in India, where 275 million people use tobacco products and the total
cigarette market is worth close to $6 billion (around Rs. 35,000 crore)
ITC's major cigarette brands include Wills Navy Cut, Gold Flake Kings, Gold Flake Premium lights, Gold
Flake Super Star, Insignia, India Kings, Classic (Verve, Menthol, Menthol Rush, Regular, Citric Twist, Ice
Burst, Mild & Ultra Mild), 555, Silk Cut, Scissors, Capstan, Berkeley, Bristol, Lucky Strike, Players, Flake
and Duke & Royal.
Other businesses
Foods: Indian Tobacco Company's major food brands include Kitchens of India; Aashirvaad, Mint-o, gum-o,
B natural, Sunfeast, Candyman, Bingo! and Yippee!.

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ITC is India's largest seller of branded foods with sales of over Rs. 4,600 crore in 2012-13. It is present across
6 categories in the Foods business namely Staples, Snack Foods, Ready-To-Eat Foods, Juices, Dairy Product
and Confectionery.
Lifestyle apparel: ITC sells its products under the Wills Lifestyle and John Players brands. Wills Lifestyle was
accorded the ‘Superbrand’ status and John Players was included in the top 10 ‘Most Trusted Apparel Brands
2012’ by The Economic Times.
Personal care products include perfumes, haircare and skincare categories. Major brands are Fiama Di Wills,
Vivel, Essenza Di Wills, Superia and Engage.
Stationery: Brands include Classmate, PaperKraft and Colour Crew. Launched in 2003, Classmate went on to
become India's largest notebook brand in 2007.
Safety Matches and Agarbattis: Ship, i Kno and Aim brands of safety matches and the Mangaldeep brand of
agarbattis (Incense Sticks).
Hotels: ITC's Hotels division (under brands including WelcomHotel) is India's second largest hotel chain with
over 90 hotels throughout India. ITC is also the exclusive franchisee in India of two brands owned
by Sheraton International Inc. Brands in the hospitality sector owned and operated by its subsidiaries include
Fortune Park Hotels and Welcome Heritage Hotels.
Paperboard: Products such as specialty paper, graphic and other paper are sold under the ITC brand by the
ITC Paperboards and Specialty Papers Division like Classmate product of ITC well known for their quality
Packaging and Printing: ITC's Packaging and Printing division operates manufacturing facilities
at Haridwar and Chennai and services domestic and export markets.
Information Technology: ITC operates through its fully owned subsidiary ITC Infotech India Limited, which
is a SEI CMM Level 5 company
Parle Agro is India's largest FMCG Company and has been selling products at PAN India network. It is an
Indian private limited company that owns Frooti, Appy, LMN, Hippo and Bailey brands.
Several Parle soda brands including Citra, Thums Up, Maaza, Limca and Gold Spot were sold to Coca-
Cola in 1993 for a reported $40 million. At the time of sale, the Parle brands together had a 60% market share
in the industry. The brand was strong in South India. Citra was phased out by 2000 to make way for Coke's
international brand, Sprite.

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Parle Agro brands
Parle Agro Pvt. Ltd operates under three major business verticals:
1. Beverages – fruit drinks, nectars, juice, sparkling drinks

2. Water – packaged drinking water
3. Foods – confectionery, snacks
Parle Agro also diversified into production of PET preforms (semi-finished bottles) in 1996. Its customers
include companies in the beverages, edible oil, confectionery and pharmaceutical segments.
1. BEVERAGES-
 Citra - A clear lemon and lime flavoured soda sold in India in the 1980s and early '90s.
 Frooti - Launched in 1985, Frooti was India's only beverage sold in a Tetra Pak packaging at the time.
It went on to become the largest selling Mango drink in the country.
 Appy - Appy Classic was launched in 1986 as an apple nectar and originally available in a white Tetra
Pak packaging with an apple and leaf graphic. As of 2011, it comes in black Tetra Pack packaging. It
was the first apple nectar to be launched in India.
 Appy Fizz - Launched in 2005, Appy Fizz is India’s first sparkling apple drink available in a
champagne shaped PET bottle.
 Saint Juice - Launched in 2008, Saint Juice is available in three variants – Orange, Mixed fruit, Grape
and Apple. At the time of its launch, its USP was "100% juice with no added color, sugar or
preservatives".
 LMN - LMN was launched in March 2009, as non-carbonated lemon drink (nimbu paani or lemonade)
 Grappo Fizz - Launched in 2008, Grappo Fizz is a sparkling grape juice drink. Credited with creating
the sparkling fruit drinks category in India [citation needed], Grappo Fizz is along the lines of existing
product Appy Fizz.
 Dhishoom - In 2012, Parle Agro launched India's first Jeera Masala Soda, Dhishoom. It packs a
flavourful punch with every sip.
 Frio - Frio is a range of flavoured carbonated drinks. A refreshing new addition to the Parle Agro
portfolio, it is currently available in 3 flavours - Lemon, with sweet lime juicy notes, Orange, with a
zingy sweet burst and Cola, with a strong fizzy punch.
 Cafe Cuba - Launched in 19 May 2013, It’s a new product & first of its kind; Cafe Cuba is a carbonated
Cuban coffee, more of a bottled Espresso.
 Bailley Soda - Launched in 2010, Bailley Soda, with its evocative packaging and impeccable taste.
Their packaging theme is inspired by military colours and also the bottles are made like grenade.
 Frooti Fizz - Launched in March 2017, Frooti Fizz is a sparkling mango juice drink. Frooti Fizz is
available in 250ml PET bottle, 500ml PET bottle and 250ml can.

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2. WATER - Parle Agro have launched BAILLEY packaged drinking water. it has also introduced
pouches of drinking water.
3. FOOD
 Confectionary-
1) Mintrox mints (launched in 2008), hard mint candy available in 2 flavors
2) Buttercup candies (launched in 2008), hard boiled candy; it is targeted at kids and adults alike.
3) Buttercup Softease, a toffee available in 4 flavors
4) Softease Mithai, a toffee available in 3 flavors
5) Kaccha Aam, a toffee which became very popular
 Snacks-
Hippo (launched in 2008), baked snack available in seven flavors, is an assortment of traditional snacks from
various parts of India.
Britannia Industries Limited (A WADIA Enterprise) is an Indian food-products corporation based

in Bengaluru, India. It sells its Britannia and Tiger brands of biscuit throughout India. Britannia has an
estimated market share of 38%. The Company's principal activity is the manufacture and sale of biscuits,
bread, rusk, cakes and dairy products.
BUSINESS
1. Dairy products
Dairy products contribute close to 10% to Britannia's revenue. Britannia trades and markets dairy products,
and its dairy portfolio grew to 47% in 2000-01 and by 30% in 2001-02. Britannia holds an equity stake
in Dynamix Dairy and outsources the bulk of its dairy products from its associate. Its main competitors
are Nestlé India, the National Dairy Development Board (NDDB), and Amul (GCMMF).
2. Joint venture with New Zealand Dairy
On 27 October 2001, Britannia announced a joint venture with Fonterra Co-operative Group of New Zealand,
an integrated dairy company from procurement of milk to making value-added products such as cheese and
buttermilk.
Britannia planned to source most of the products from New Zealand, which they would market in India. The
joint venture will allow technology transfer to Britannia. Britannia and New Zealand Dairy each hold 49% of

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the JV, and the remaining 2 per cent will be held by a strategic investor. Britannia has also tentatively
announced that its dairy business would be transferred and run by the joint venture.
3. Biscuits
The company's factories have an annual capacity of 433,000 tonnes. The brand names of biscuits
include VitaMarieGold, Tiger, Nutrichoice Junior, Good day, 50 50, Treat, Pure Magic, Milk Bikis, Good
Morning, Bourbon, Thin Arrowroot, Nice, Little Hearts among others.
Tiger, the mass market brand, realised $150.75 million in sales including exports to countries including the
U.S. and Australia, or 20% of Britannia revenues in 2006.
In a separate dispute from the shareholder matters, the company alleged in 2006 that Danone had violated its
intellectual property rights in the Tiger brand by registering and using Tiger in several countries without its
consent. Britannia claimed the company found out that Danone had launched the Tiger brand in Indonesia in
1998, and later in Malaysia, Singapore, Pakistan and Egypt, when it attempted to register the Tiger trademark
in some of these countries in 2004.
Whilst it was initially reported in December 2006 that agreement had been reached, it was reported in
September 2007 that a solution remained elusive. In the meantime since Danone's biscuit business has been
taken over by Kraft, the Tiger brand of biscuits in Malaysia was renamed Kraft Tiger Biscuits in September
2008.
Britannia initiated legal action against Danone in Singapore in September 2007. The dispute was resolved in
2009 with Britannia securing rights to the Tiger brand worldwide, and Danone paying Rs220 million to utilise
the brand.
1.2 INTRODUCTION TO SKIN CARE INDUSTRY:
Skin care is the range of practices that support skin integrity, enhance its appearance and relieve skin
conditions. They can include nutrition, avoidance of excessive sun exposure and appropriate use of emollients.
Practices that enhance appearance include the use of cosmetics, botulinum, exfoliation, fillers, laser
resurfacing, microdermabrasion, peels, retinol therapy. Skin care is a routine daily procedure in many settings,
such as skin that is either too dry or too moist, and prevention of dermatitis and prevention of skin injuries.
Skin care is a part of the treatment of wound healing, radiation therapy and some medications.
TRENDS
Skin care continued to register double-digit current value growth in 2016, on the back of an increasing
emphasis on looks and appearance from urban Indian consumers. Rising consumer image consciousness is
boosting demand for skin care products among those who want to look their best at all times. In addition,
increased exposure to international beauty and grooming trends is also resulting in more awareness of the

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benefits of different skin care products. Consumers are showing a willingness to spend on beauty products that
they perceive to be of value and that enhance their looks and appearance.
COMPETITIVE LANDSCAPE
Hindustan Unilever continued to lead skin care in India in 2016 and commanded a retail value share of 47%.
The company’s flagship brand Fair & Lovely continued to lead skin care, posting a retail value share of 34%
in 2016. Other flagship brands of the company, namely Pond’s, Lakmé, Vaseline and Pears, also performed
well during 2016, helping the company to hold on to its lead in a challenging environment.
PROSPECTS
Over the forecast period, skin care sales are expected to continue to be strong. Sales of skin care are set to
grow at a CAGR of 5% at constant 2016 prices, reaching INR134.5 billion in 2021. The premiumisation trend
seen over the review period is expected to strengthen over the forecast period and India’s growing economy
is set to propel this strengthening. Consumers are expected to spend more time online, gaining higher
awareness of sophisticated skin care products from international brands, which they are willing to spend on.
SKIN CARE INDUSTRY OF INDIA
The skin care market belongs to the Personal Care segment of the FMCG sector in India and is valued at $180
million in India (Approx. Rs.72,000 Cr.) With safe and effective procedures, advancement in medical
technology, increase in awareness, the Indian Skin care solutions business is growing very fast.
The skin care market can be segregated into toners, cleansers, sunscreens, anti-wrinkle creams, dark circle
removing creams, astringents, facial creams, moisturizers, fairness creams, day and night creams, etc.
NEED SATISTACTION : Personal hygiene & Soft & Smooth skin(to look beautiful)
The skin care market is at a primary stage in India. The penetration level for the rural market is relatively low.
However, within a period of five-six years, the use of skin care products has increased significantly in
IndiaNew players such as Avon and Oriflame have entered the market with the natural ingredient benefit
platform, which could further spur growth.

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REASONS FOR GROWTH IN THE SKIN CARE INDUSTRY IN INDIA
 Concerns about hygiene and personal grooming drive sales.

 Discounts boost growth in the face of economic uncertainty.
 Domestic players expand their presence.
 Chained retailers create opportunities for point-of-sale marketing.
 Rising affluence and sophistication to drive future growth.
MAJOR PLAYERS IN SKIN CARE INDUSTRY:

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Olay is a U.S based cosmetic brand having product ranges like ‘The total effects’, ‘Perfect Radiance’, ‘Olay
vitamins and professionals’. Their entire range is specially designed for moisturizing and toning your
skin. Products like ‘The Regenerist’ have been particularly formulated to help get rid of the skin problems
caused by age. Being as effective as high end luxury products, Olay, is the world’s leading cosmetic and is
among the best of the skin care brands.
Proactive is the world’s popular acne treatment brand. Proactive offers various products like cleansers, toners,
repair treatments, moisturizers and masks to fight acne and acne related problems. This is again one of the top
skin care brands especially if you need a solution for acne problems.
Neutrogena has a huge variety of cleansers, face washes, creams, lotions and self-tanners that can be very
easily found in drugstores. For soft hands without making them feel oily, try – The Neutrogena Norwegian
Formula Hand Cream. They also has self-tanning products that help in conditioning your skin, giving you a
beautiful, warm, bronze glow.
SEstee Lauder is a U.S based cosmetic brand. It is a very popular brand dealing with hair, skincare, makeup
and fragrance products. It is also one of the oldest cosmetic brand and was founded in 1946. Estee Lauder also
owns several companies having skin care and make up lines, including M-A-C, Clinique, Origins, Aveda,
Bobbie Brown, Estee Lauder itself and etc. The entire skin care range is formulated to help and keep the skin
healthy glowing, including the repair creams and wrinkle reducing creams in their product line and having
products to cater to different skin types.

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Lotus Herbals is India’s leading natural cosmetics company. Their products utilize herbal ingredients instead
of chemical-based, synthetic and cruel animal tested cosmetics. Emphasizing on a holistic approach to
products, each of their products contains a combination of extracts of different herbs to protect, heal and
enhance skin and hair. Providing from skincare to hair care products and make up, Lotus herbals is a brand
delivering and promising products with reasonable prices.
Save
L’Oréal, one of the world leaders in cosmetics, is synonymous with beauty and innovation. From their starting
price range to their high end professional products, they deliver all good products. They have an entire huge
line of makeup, hair care and skincare products, suitable for every skin and hair type.
Save
Nivea, one of the leading companies in skincare, have products that cleanse, nourish and protect your skin.
They have an entire range of moisturizers, daily creams and cold creams among others. They have products
for both men and women, suitable for all skin types and combinations.
Avon offers complete skin care products for the mature woman under the Avon brand, and also a line for
younger women and teens under the Mark brand. Ranging from lipsticks, eye shadows, nail polishes to
fragrances, Avon has a lot to offer. It also has products suitable for men.
Founded in the UK, The Body Shop is a global manufacturer and retailer of naturally inspired, ethically
produced beauty and cosmetics products. And each of their products is animal cruelty free and vegetarian.
Ranging from skincare, make up to hair care, The Body Shop products are quite popular among the masses.
They also have hair care range that doesn’t contain any silicone, parabens and sulphates. Among their skin
care products their body butters is a hit in the market.

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Lakmé is an Indian brand of cosmetics, owned by Unilever. Including many make up products and skincare,
haircare products, ranging from eye shadow quads, lipsticks, liners and even moisturizers and sun screens; It
provides products at a reasonable price.
1.3 INTRODUCTION TO NIVEA:
Nivea is a German personal care brand that specializes in skin- and body-care. It is owned by the Hamburg-
based company Beiersdorf Global AG. The company was founded on March 28, 1882, by pharmacist Paul
Carl Beiersdorf. In 1890, it was sold to Oscar Troplowitz. Troplowitz kept working with his scientific
consultant Paul Gerson Unna and the German chemist Isaac Lifschütz on a new skin care cream.
In 1900, Lifschütz developed a water-in-oil emulsion as a skin cream with Eucerit, the first stable emulsion
of its kind. This was the basis for Eucerin and, later, Nivea. Nivea comes from
the Latin word niveus/nivea/niveum, meaning "snow-white".
During the 1930s, Beiersdorf began producing such products as tanning oils, shaving creams, shampoo and
facial cleanser and toners. The trademark "Nivea" was expropriated in many countries following World War
II. Beiersdorf completed buying back the confiscated trademark rights in 1997. During the 1980s, the Nivea
brand expanded into a wider global market.
Timeline
Before World War I
1882: Pharmacist Paul Carl Beiersdorf establishes the company on March 28. Nivea originated in Germany.
The date of the patent document for the manufacture of medical plasters is taken as the date of the company’s
formation.

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Beiersdorf produces gutta-percha plasters in his laboratory on the basis of his patent, laying the foundations
for modern plaster technology.
1890: Pharmacist Oskar Troplowitz (born in 1863 in the Prussian City of Gleiwitz - nowadays Gliwice,
Poland) takes over the company.
1893: The first international cooperation agreement is concluded with U.S. trading company Lehn & Fink for
the U.S.
1900: Patent application for Eucerit, an emulsifying agent. Eucerit is the basis for Eucerin and, later on, for
Nivea Creme.
1906: The first overseas branch is established in London.
1909: Labello is launched on the market. It is the first lip care product in sliding tube packaging. The term
Labello is derived from Latin for "beautiful lip"
1911: Nivea Creme – the first stable water-in-oil emulsion – is introduced. The emulsifying agent Eucerit is
made from lanolin, found in sheep's wool, and is the key to Nivea Creme's unique properties.
1918: The deaths of Oskar Troplowitz and his partner Otto Hanns Mankiewicz result in the formation of a
stock corporation (limited company) on June 1, 1922.
Between the wars
NIVEA 1924–2010.
1922: Willy Jacobsohn takes over as Chairman of the Executive Board of the newly formed stock corporation.
The first self-adhesive plaster is introduced under the name Hansaplast.
In 1925, Nivea remodeled its cream in a blue tin with a white logo.
1925: Nivea is relaunched in blue packaging.
1928: Beiersdorf shares are listed on the Hamburg stock exchange for the first time. Over 20 production sites
worldwide are already in operation.
1933: Under the pressure of National Socialist propaganda, the Jewish members of the Executive Board
stepped down. Willy Jacobsohn, the former Chairman of the Executive Board, heads the foreign affiliates from
Amsterdam until 1938.

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By adopting a policy of "honorable tactics", the Beiersdorf Executive Board, under the leadership of Carl
Claussen, steers the company through the Nazi period. Although Beiersdorf retains its own business culture,
it must still cooperate with the regime.
1936: tesafilm, an innovative transparent adhesive film, is launched.
1941: tesa is introduced as the umbrella brand for self-adhesive technology.
World War II and the second half of the twentieth century
Nivea Lotion Nivea Anti Age cream.
During World War II: The marketing manager Elly Heuss-Knapp distanced the brand from Nazi ideology. In
1949 she became the wife of Theodor Heuss.
1945: At the end of the Second World War, a majority of the Hamburg production plants and administrative
buildings have been destroyed through Allied bombing.
1945–1949: Most of the affiliates and the international trademarks in almost all countries, in particular in the
USA, the UK and the Commonwealth, and France, are lost. The Beiersdorf company begins to regain its
trademarks again.
1950: ph5 Eucerin is launched on the market. This innovative ointment focuses on the importance of the skin’s
own natural protective acid barrier in maintaining good skin health.
1951: The first deodorizing soap is introduced under the name of 8x4. The brand is extended into a product
family during the 1950s and 1960s.
1955: Beiersdorf launches a protective hand cream on the market under the name of atrix.
1963: Nivea milk, liquid Nivea Creme in the form of water-in-oil emulsion, is introduced "for all-over body
care".
1974: Beiersdorf diversifies its business and introduces a divisional structure. At this time, the divisions are
cosmed, medical, pharma and tesa.

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1982: Start of steady expansion of Nivea as a brand for skin and body care through large number of subbrands
with international focus. Introduction of Nivea Gesicht (face) in Germany, Austria and Switzerland.
1989: Change of strategy: Start of the implementation of a strategic reorientation process focusing on the core
competencies of skin care, wound care and adhesive technology.
1990: Acquisition of the Juvena brand, developed by the Divapharma pharmaceutical laboratory, founded in
1945 in Zurich.
1991: Acquisition of the La Prairie brand, originated in the famous La Prairie clinic in Montreux, Switzerland.
1992: Launch of Nivea's Blue Harmony advertising campaign. It was placed the last time in 2005.
1995: Acquisition of the Futuro brand. The company was founded in Ohio, USA in 1917 by Georg Jung, a
German, and produced bandages right from the start. The "Futuro" brand with its black and yellow packaging
was born in 1936.
1999: The company's strategy is streamlined further to focus on a small number of strong consumer brands.
Professional wound care and self-adhesive technology are given the opportunity to introduce their own
organizational structures.
Twenty-first century
Nivea Bear, Franklinstrasse 1 in Berlin-Charlottenburg
2001: The new strategy enables tesa to become an independent affiliate. Tesa AG is formed as a wholly owned
affiliate of Beiersdorf, enabling it to react more flexibly to consumers and industrial customers.
Professional wound care is spun off in line with the new strategy and contributed to a joint venture between
Beiersdorf and Smith & Nephew. BSN medical, domiciled in Hamburg, is founded.
2002: Florena becomes a wholly owned Beiersdorf subsidiary. The cooperation dates back to 1989, and was
intensified following the reunification of Germany.

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2003: A new functional group organization focusing on the areas of brands, supply chain management, finance
and human resources replaces the previous divisional organization
2004: The new skin research center opens in Hamburg, underscoring the innovative strength of the globally
successful Beiersdorf group.
2008: Nivea begins to sponsor the Times Square New Year's Ball Drop starting with the December 31, 2008
event, along with Carson's Countdown on New Year's Eve with Carson Daly.
2010: Nivea launches its new product, Nivea Happiness Sensation, featuring the song "Touch" by singer-
songwriter Natasha Bedingfield in the commercial.
2011:
Nivea celebrates its "100 Years of Skincare" festivities featuring several performances by Barbadian singer
and actress Rihanna. Rihanna's song "California King Bed" is featured as a part of the "100 Years of Skincare"
commercial campaign.
Nivea was fined $900,000 by the U.S. Federal Trade Commission for falsely claiming that consumers could
slim down by regularly applying Nivea My Silhouette! cream to their skin.
Nivea publishes a world map on its web site that omits Israel; Simon Wiesenthal Center protests.[
Nivea publishes an advertisement that draws widespread criticism in online and social media as being
racist. The advertisement depicts a black man of African origin dressed in 'preppy' American style, with a
short haircut and cleanshaven face, apparently holding his own severed head which has an unkempt afro
hairstyle and ungroomed facial hair.
The tagline reads "Re-civilize yourself" and the man appears to be about to vigorously throw away his so-
called uncivilized self. It appears as part of a campaign where other images showing white men do not use the
word 're-civilize'. The advertisement is criticised as being racist towards African-Americans, as it is interpreted
as implying that they are uncivilized people.
Also, the ad's tagline "Recivilize yourself" is worded as an instruction or order given to the black man; this
may be interpreted as a reference to African-Americans' past slavery, and in the ad the black man appears to
be carrying out this instruction/order.Nivea reacted to the allegations of racism by withdrawing the
advertisement and issuing a statement admitting to causing offence.
ONE BLUE TIN, 100 YEARS OF MEMORIES
We remember watching our mothers use it morning and night. We remember having the soft white cream
massaged into our skin after a bath, or before we went out to play. We even remember our fathers using
NIVEA Creme as a shaving lotion, or as a soothing aftershave balm.

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Its memories like these that have made the blue tin a part of family life for generations. Yet there was a time
when the blue tin wasn’t blue at all. When we launched NIVEA Creme in 1911, it was originally packaged in
a yellow tin decorated with green art nouveau tendrils. It wasn’t until we decided to introduce a more
contemporary design in 1925 that the blue tin was born. Since then, NIVEA Creme’s blue tin, unique scent
and velvety texture have remained largely unchanged.
Perhaps this is why NIVEA Creme resonates so strongly with so many people.
It doesn’t just provide reliable, nourishing care – it evokes the sights, smells and textures we associate with
childhood, too. Whatever the reason, the blue tin has now become one of the most successful skincare products
of all time. But more importantly, it’s now a tradition for millions of families in more than 200 countries
around the world. And we hope it will keep giving people beautiful memories for many years to come.
THE NIVEA BOYS FRESH FACES OF A NEW ERA
When people of all ages began spending more and more of their leisure time outdoors, the previous beauty
ideal of paleness and fragility gave way to a completely new look. Fresh, fit and healthy was now the way to
go. Times had changed so decisively that we knew NIVEA needed to change, too. But while our creative team
worked hard to transform our product designs, it was a chance encounter that led to the birth of our new
advertising campaign.
Our Head of Advertising, Juan Gregorio Clausen, was strolling through Hamburg when he passed by a
photographer’s shop. Hanging in the window was a photo of three happy, cheeky and fresh-faced young
brothers: Rolf-Robert, Peter and Wilhelm Wiethüchter. Juan knew instantly that this clean and wholesome
family image captured the essence of the new NIVEA family image captured the essence of the new NIVEA
perfectly.

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So after we acquired the rights to the photo from the boys’ parents, the Wiethüchters became the new stars of
our advertising in 1924. The campaign was a huge hit, and the brothers were soon greeted with cries of “Hello
NIVEA!” wherever they went. And that wasn’t the only attention the boys received.
Soon after our campaign launched, we were inundated with fan mail from girls all over the country. Photos
and letters streamed in, filled with adoring sentiments like “We think that you are really cute!” and “It’s a pity
that you do not want to marry us, we like you a lot!” The campaign was such a success that it wasn’t long
before the NIVEA Boys were joined by the NIVEA Girls…
NIVEA SKINCARE-TODAY, TOMORROW, FOR LIFE
Our skin lets us feel the breeze of the wind, the warmth of the sun and the touch of the people we love. Our
skin tells others how we feel. We blush when we are paid a compliment. We get goose bumps when we are
frightened. And our skin is never more radiant than when we are happy. NIVEA understands skin like no one
else. That’s why we create products that cleanse, nourish and protect your skin, while giving it exactly what it
needs – gentle yet effective care that keeps your skin smooth, supple and radiantly beautiful. No matter what
you do, or where you live, we’re here to help you enjoy better skincare for life. Whether you’re male or female.
Young or old. Fair or dark. Oily or dry. Sensitive or normal. Or anything in between. We care for all your
skin. For life.
THE NIVEA GIRLS A COMPETITION
Although reality TV shows like Idol, The X-Factor, The Apprentice or Top Model are commonplace today,
these kinds of media-led talent quests were unheard of back in 1925. So when we placed an ad in a Berlin
newspaper, announcing our nationwide search for three NIVEA Girls, it generated huge public excitement.
Especially as we weren’t searching for glamorous models, but ordinary, everyday girls: “We aren’t looking
for great beauties, debutantes or young ladies with kiss curls. We’re looking for naturally pretty, healthy and
clean-looking girls.”
One young mother, Mrs Fröhlich of Flensburg, north Germany, saw the ad and decided that her three
daughters, Margot, Elfriede and Hertha, would be perfect. When their father heard about her plan, he made it
clear that he didn’t want his daughters to be “advertising girls” – so Mum submitted their entry without telling
him! It was lucky for the girls that she did, because the Fröhlich sisters ended up beating more than 1,000 other

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girls to win the competition. And strangely enough, it turned out that the family wasn’t even familiar with
NIVEA, as they’d just moved to Germany from Samoa, where our products weren’t available.
Happily, Mr Fröhlich came round to the idea of his daughters becoming our NIVEA Girls, and they went on
to star in our ads. And just like the NIVEA Boys before them, it wasn’t long before the Fröhlich sisters were
greeted with happy cries of “Hello NIVEA!” wherever they went.
HOW IT ALL BEGAN
NIVEA is one of the world’s most trusted skincare brands, but it took three minds with one shared vision to
make it happen. It all began in 1911, when the pharmacist and visionary entrepreneur Dr. Oscar Troplowitz
recognised the potential in Eucerit, an emulsifier developed by the chemist Dr. Isaac Lifschütz. Eucerit made
it possible to bind water and oil into a stable cream, and was first intended for use in the medical field.
Dermatologist Prof. Paul Gerson Unna appreciated Dr. Lifschütz’s expertise in his field and introduced him
to Dr. Troplowitz, who immediately recognized that the water-in-oil emulsion would make the perfect basis
for a cosmetic skin cream. All it needed now was a name. To find it, Dr. Troplowitz didn’t need to look any
further than the cream itself.
Inspired by its snow-white colour, he called it NIVEA – a name derived from the Latin words nix (snow) and
nivis (of snow). Finally, the years of research and creativity had paid off. In December of 1911, NIVEA was
launched. The legacy of our first skincare cream was born. From the very start, it was Dr. Troplowitz’s goal
to develop high quality products that were affordable to all. With NIVEA’s vast product range, which provides
expert care no matter what your skin needs, Dr. Troplowitz’s vision has lived on. And it will continue to for
the next 100 years.
DIFFERENT SKIN DIFFERENT NEEDS
When NIVEA Creme was first introduced to the world in December of 1911, our goal was one thing: better
skincare for everyone. 100 years later, our goal hasn’t changed. Our product range, however, has dramatically
expanded to give you more options for the way you care for your skin. As the demand for NIVEA Creme has
grown over the years, we’ve grown with it.

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Early on, new products were developed and added to our range to meet the variety of skincare needs, including
NIVEA Soap in 1919 and a selection of hair care products called NIVEA Hair Milk in 1920. However, it
wasn’t just an increased product range that people were looking for. They wanted products that were
specifically tailored for their skin. In 1922, we delivered the first NIVEA product for men: the NIVEA shaving
soap.
When combined with the NIVEA Creme as an aftershave treatment, it became one of the first men’s skincare
routines. Around this time, breakthroughs in product development were being made that helped us cater to the
individuality of the human skin.
Committed NIVEA researchers studied these individualities and, thanks to their discoveries, people all over
the world were able to find the answer to skincare needs related to their culture, gender and age. People in
Asia, for example, favour a pale, white complexion. In 1927, we introduced the NIVEA Whitening Paste,
which helped them to achieve this look.
Today, we offer a wide range of moisturisers, body creams, deodorants, cleansers and sun protection products
with whitening ingredients, which continue to be some of our most popular products throughout Asia.
The post-World War II baby boom also had a dramatic effect on skincare needs. In 1960, we launched the
NIVEA Baby fine product range, so that new parents could care for and protect the delicate skin of their
newborns. By 1972, our Baby range consisted of a powder, bath, cream, soap and cotton-wool tips
. And in the 90s, we further extended the range to provide a complete care and cleansing program for the
sensitive skin of babies. While the babies were cared for, we began focusing more on mature skinWe
succeeded in 1994, when we developed NIVEA VITAL, the first special care series for mature skin.

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CHAPTER 2:
CONCEPTUAL DISCUSSION
2.1 What is GST?
The Goods and Services Tax has revolutionized the Indian taxation system. The GST Act was passed in the
Lok Sabha on 29th March, 2017, and came into effect from 1st July, 2017.
In this article, we take a closer look at what makes GST the ‘Good and Simple Tax’ everyone has been waiting
for.
1. What is GST?
Goods & Services Tax Law in India is a comprehensive, multi-stage, destination-based tax that will be levied
on every value addition.
In simple words, GST is an indirect tax levied on the supply of goods and services. GST Law has replaced
many indirect tax laws that previously existed in India.
So, before Goods and Service Tax, the pattern of tax levy was as follows:
Under the GST regime, tax will be levied at every point of sale.
Multi-stage- There are multiple change-of-hands an item goes through along its supply chain: from
manufacture to final sale to consumer.
Let us consider the following case:
 Purchase of raw materials

 Production or manufacture
 Warehousing of finished goods
 Sale of the product to the retailer
 Sale to the end consumer

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Goods and Services Tax will be levied on each of these stages, which makes it a multi-stage tax.
Value Addition- The manufacturer who makes shirts buys yarn. The value of yarn gets increased when the
yarn is woven into a shirt.
The manufacturer then sells the shirt to the warehousing agent who attaches labels and tags to each shirt. That
is another addition of value after which the warehouse sells it to the retailer.
The retailer packages each shirt separately and invests in the marketing of the shirt thus increasing its value.
GST will be levied on these value additions i.e. the monetary worth added at each stage to achieve the final
sale to the end customer.
Destination-Based
Consider goods manufactured in Rajasthan and are sold to the final consumer in Karnataka. Since Goods &
Service Tax (GST) is levied at the point of consumption, in this case Karnataka , the entire tax revenue will
go to Karnataka.

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2.2 History of GST in India

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2.3 ADVANTAGES OF GST
2.4 WHAT ARE THE COMPONENTS OF GST?
There are 3 applicable taxes under GST: CGST, SGST & IGST.
 CGST: Collected by the Central Government on an intra-state sale (Eg: Within Karnataka)
 SGST: Collected by the State Government on an intra-state sale (Eg: Within Karnataka)
 IGST: Collected by the Central Government for inter-state sale (Eg: Karnataka to Tamil Nadu)
In most cases, the tax structure under the new regime will be as follows:
Transaction New Old Regime

Regime
Sale within CGST + VAT + Central Revenue will be shared equally between the
the State SGST Excise/Service tax Centre and the State
Sale to IGST Central Sales Tax + There will only be one type of tax (central) in case
another State Excise/Service Tax of inter-state sales. The Center will then share the
IGST revenue based on the destination of goods.

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Illustration:
A dealer in Maharashtra sells goods to a consumer in Maharashtra worth Rs. 10,000. The GST rate is 18% :
comprising CGST of 9% and SGST of 9%.
In such cases, the dealer collects Rs. 1800 and of this amount, Rs. 900 will go to the Central Government and
Rs. 900 will go to the Maharashtra government.
Now, let us assume the dealer in Maharashtra had sold the goods to a dealer in Gujarat worth Rs. 10,000.
The GST rate is 18% comprising of only IGST. In such case, the dealer has to charge Rs. 1800 as IGST. This
IGST revenue will go to the Central Government.
2.5 WHAT CHANGES DOES GST BRING IN?
Before GST, tax on tax was calculated and tax was paid by every purchaser including the final consumer. The
taxation on tax is called the Cascading Effect of Taxes.
GST avoids this cascading effect as tax is calculated only on the value add. at each transfer of ownership.
Understand what the cascading effect is and how GST helps by watching this simple video:
GST will improve the collection of taxes as well as boost the development of Indian economy by removing
the indirect tax barriers between states and integrating the country through a uniform tax rate.
Illustration:
Say a shirt manufacturer pays Rs. 100 to buy raw materials. If the rate of taxes is set at 10%, and there is no
profit or loss involved, then he has to pay Rs. 10 as tax. So, the final cost of the shirt now becomes Rs
(100+10=) 110.
At the next stage, the wholesaler buys the shirt from the manufacturer at Rs. 110, and adds labels to it. When
he is adding labels, he is adding value. Therefore, his cost increases by say Rs. 40. On top of this, he has to
pay a 10% tax, and the final cost therefore becomes Rs. (110+40=) 150 + 10% tax = Rs. 165.
Now, the retailer pays Rs. 165 to buy the shirt from the wholesaler because the tax liability had passed on to
him. He has to package the shirt, and when he does that, he is adding value again. This time, let’s say his value
add is Rs. 30. Now when he sells the shirt, he adds this value (plus the VAT he has to pay the government) to
the final cost. So, the cost of the shirt becomes Rs. 214.5 Let us see a breakup for this:
Cost = Rs. 165 + Value add = Rs. 30 + 10% tax = Rs. 195 + Rs. 19.5 = Rs. 214.5
So, the customer pays Rs. 214.5 for a shirt the cost price of which was basically only Rs. 170 (Rs 110 + Rs.
40 + Rs. 30). Along the way the tax liability was passed on at every stage of transaction and the final liability

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comes to rest with the customer. This is called the Cascading Effect of Taxes where a tax is paid on tax and
the value of the item keeps increasing every time this happens.
Action Cost 10% Tax Total
Buys Raw Material @ 100 100 10 110
Manufactures @ 40 150 15 165
Adds value @ 30 195 19.5 214.5
Total 170 44.5 214.5
In the case of Goods and Services Tax, there is a way to claim credit for tax paid in acquiring input. What
happens in this case is, the individual who has paid a tax already can claim credit for this tax when he submits
his taxes.
In our example, when the wholesaler buys from the manufacturer, he pays a 10% tax on his cost price because
the liability has been passed on to him. Then he adds value of Rs. 40 on his cost price of Rs. 100 and this
brings up his cost to Rs. 140. Now he has to pay 10% of this price to the government as tax. But he has already
paid one tax to the manufacturer. So, this time what he does is, instead of paying Rs (10% of 140=) 14 to the
government as tax, he subtracts the amount he has paid already. So, he deducts the Rs. 10 he paid on his
purchase from his new liability of Rs. 14, and pays only Rs. 4 to the government.So, the Rs. 10 becomes his
input credit.
When he pays Rs. 4 to the government, he can pass on its liability to the retailer. So, the retailer pays Rs.
(140+14=) 154 to him to buy the shirt. At the next stage, the retailer adds value of Rs. 30 to his cost price and
has to pay a 10% tax on it to the government. When he adds value, his price becomes Rs. 170. Now, if he had
to pay 10% tax on it, he would pass on the liability to the customer. But he already has input credit because he
has paid Rs.14 to the wholesaler as the latter’s tax. So, now he reduces Rs. 14 from his tax liability of Rs.
(10% of 170=) 17 and has to pay only Rs. 3 to the government. And therefore, he can now sell the shirt for
Rs. (140+30+17) 187 to the customer.

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Action Cost 10% Tax Actual Liability Total
Buys Raw Material 100 10 10 110
Manufactures @ 40 140 14 4 154
Adds Value @ 30 170 17 3 187
Total 170 17 187
In the end, every time an individual was able to claim input tax credit, the sale price for him reduced and the
cost price for the person buying his product reduced because of a lower tax liability. The final value of the
shirt also therefore reduced from Rs. 214.5 to Rs. 187, thus reducing the tax burden on the final customer.
Taxation scheme - Taxes subsumed
The single GST replaced several former taxes and levies which included: central excise duty, services tax,
additional customs duty, surcharges, state-level value added tax and Octroi. Other levies which were
applicable on inter-state transportation of goods have also been done away with in GST regime.
GST is levied on all transactions such as sale, transfer, purchase, barter, lease, or import of goods and/or
services. India adopted a dual GST model, meaning that taxation is administered by both the Union and State
Governments. Transactions made within a single state are levied with Central GST (CGST) by the Central
Government and State GST (SGST) by the State governments. For inter-state transactions and imported goods
or services, an Integrated GST (IGST) is levied by the Central Government.
GST is a consumption-based tax, therefore, taxes are paid to the state where the goods or services are consumed
not the state in which they were produced. IGST complicates tax collection for State Governments by disabling
them from collecting the tax owed to them directly from the Central Government. Under the previous system,
a state would only have to deal with a single government in order to collect tax revenue.
HSN code in GST
HSN (Harmonized System of Nomenclature) is a 6-digit code for identifying the applicable rate of GST on
different products as per CGST rules. If a company has turnover up to RS. 1.5 Crore in preceding financial
year then they need not to mention HSN code while supplying goods on invoices, if a company has turnover
more than 1.5 Cr but up to 5 Cr then they need to mention 2 digit HSN code while supplying goods on invoices
and if turnover cross 5 Cr then they shall mention 4 digit HSN code on invoices.[

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Rates
The GST is imposed at different rates on different items. The rate of GST is 18% for soaps and 28% on washing
detergents. GST on movie tickets is based on slabs, with 18% GST for tickets that cost less than Rs. 100 and
28% GST on tickets costing more than Rs.100. The rate on under-construction property booking is 12%. Some
industries and products were exempted by the government and remain untaxed under GST, such as dairy
products, products of milling industries, fresh vegetables & fruits, meat products, and other groceries and
necessities.[
The introduction of the GST increased the costs of most consumer goods and services in India including food,
hotel charges, insurance and cinema tickets. Upon its introduction in the country, GST led to a number of
protests by the business community, primarily due to an increase in overall taxes and hence the prices of goods.
Checkposts across the country were abolished ensuring free and fast movement of goods.

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The Central Government had proposed to insulate the revenues of the States from the impact of GST, with the
expectation that in due course, GST will be levied on petroleum and petroleum products. The central
government had assured states of compensation for any revenue loss incurred by them from the date of GST
for a period of five years. However, no concrete laws have yet been made to support such action.
2.6 GST RATE & HSN CODE FOR ESSENTIAL OILS, BEAUTY PRODUCTS –
HSN Description Rate (%)

Code
3301 Essential oils (terpeneless or not), including concretes and absolutes; 18
resinoids; extracted oleoresins; concentrates of essential oils in fats, in fixed
oils, in waxes or the like, obtained by enfleurage or macera-tion; terpenic
by-products of the deterpenation of essential oils; aqueous distillates and
aqueous solutions of essential oils; such as essen-tial oils of citrus fruit,
essential oils other than those of citrus fruit such as Eucalyptus oil, etc.,
Flavouring essences all types (including those for liquors), Attars of all
kinds in fixed oil bases
3302 Following goods namely:- a. Menthol and menthol crystals, b. Peppermint 12

(Mentha Oil), c. Fractionated / de-terpenated mentha oil (DTMO), d. De-
mentholised oil (DMO), e. Spearmint oil, f. Mentha piperita oil
3302 Mixtures of odoriferous substances and mixtures (including alcoholic 18

solutions) with a basis of one or more of these substances, of a kind used
as raw materials in industry; other preparations based on odorif-erous
substances, of a kind used for the manufacture of beverages; such as
Synthetic perfumery compounds [other than Menthol and menthol crystals,
Peppermint (Mentha Oil), Fractionated / de-terpenated mentha oil
(DTMO), De-mentholised oil (DMO), Spear-mint oil, Mentha piperita oil]
3303 Perfumes and toilet waters 28
3304 Kajal [other than kajal pencil sticks], Kumkum, Bindi, Sindur, Alta NIL
3304 Beauty or make-up preparations and preparations for the care of the skin 28
(other than medicaments), including sunscreen or sun tan preparations;
manicure or pedicure preparations [other than kajal, Kumkum, Bindi,
Sindur, Alta]

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3E+07 Kajal pencil sticks 18
3305 All goods, i.e. preparations for use on the hair such as Shampoos; 28
Preparations for permanent waving or straightening; Hair lacquers;
Brilliantines (spirituous); Hair cream, Hair dyes (natural, herbal or
synthetic) [other than Hair oil] [other than 33059011, 33059019]
3E+07 Hair oil 18
3E+07 Hair oil 18
3306 Preparations for oral or dental hygiene, including and powders; yarn used 28
to clean between the teeth (dental floss), in individual retail packages [other
than dentifrices in powder or paste from (tooth powder or toothpaste)]
[other than 33061010, 33061020]
3E+07 Tooth powder 12
3E+07 Dentifices Toothpaste 18
3307 Pre-shave, shaving or after-shave preparations, personal deodorants, bath 28

preparations, depilatories and other perfumery, cosmetic or toilet
preparations, not elsewhere specified or included; prepared room
deodorisers, whether or not perfumed or having disinfectant properties;
such as Pre-shave, shaving or after-shave Preparations, Shaving cream,
Personal deodorants and anti- perspirants
3E+07 Agarbatti 5
3E+07 Odoriferous preparations which operate by burning [other than agarbattis] 12
2.7 GST ON FMCG SECTOR: SOME GAIN, SOME LOSE
The tax fitments announced by the GST Council has evoked a mixed response from the FMCG sector, with
some viewing it as positive, while many others have expressed disappointment.
Beverage companies, for instance, said the effective tax rate of 40 per cent on sweetened aerated water and
flavoured water under GST was against the stated policy of maintaining parity with the existing weighted
average tax, which is significantly below 40 per cent. Aerated beverages have been placed in the highest tax
slab of 28 per cent and in addition will attract a cess of 12 per cent.

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In a statement, the Indian Beverage Association (IBA) said: “This increase will have a negative ripple effect
and hurt the entire ecosystem of farmers, retailers, distributors and bottlers in India..This increase in tax will
further limit the growth of the beverage industry.”
IBA also said imposing cess on non-aerated flavoured water and nutrition drinks was not in line with the stated
intentions of levying cess only on aerated drinks.
Though analysts pointed out that that soft drinks were earlier expected to attract a much higher cess of 15 per
cent, at 12 per cent the effective tax rate works out to be lower than anticipated.
Talking about the overall FMCG sector, Suresh Nandlal Rohira, Partner, Grant Thornton India. said, “The
GST rates decided for the major FMCG products are lower compared to their current tax rates. Tax rates of
common use products such as hair oil, toothpaste and soaps have been set at 18 per cent, which is below the
current effective tax rates applicable in most of the states.”
Analysts also pointed out that the many important inputs required for the food processing industry such as
jaggery, cereals and milk, being exempted from GST, is expected to be beneficial for the industry.
Dabur India CFO Lalit Malik said the new rates were marginally favourable. “We are disappointed with the
government’s decision to levy 12 per cent GST on Ayurvedic medicines and products, which we feel will be
adverse for the Ayurvedic medicines category and that too at a time when the government has been talking
about promoting traditional Indian alternative medicine,” he said.
He said except for homecare products and shampoos, which now attract 28 per cent GST tax, most FMCG
products have been placed at 18 per cent or below, and this is on expected lines.
FMCG companies also said they are awaiting clarifications on service tax and excise exemptions before they
can calculate the full impact.
A research report from Motilal Oswal said the impact of GST will be neutral to positive for many companies.
With the implementation of GST, many companies in the FMCG sector will also gain as a result of the
potential shift from the unorganised segment to the organised segment.
2.8 GST IMPACT: FMCG FIRMS TO EXTEND TAX BENEFITS TO CUSTOMERS, SLASH
PRICES
FMCG companies are revising prices of their products after the implementation of GST and are extending
the tax benefits to the consumers under the new tax regime.
The companies such as Patanjali, ITC, HUL and Marico are either slashing the prices of goods or increasing
the grammage of the product on dispatches made from July 1 onwards.

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"The company is committed to pass on the benefits of reduction in effective tax rate to its consumers wherever
applicable and has firmed up the price reductions," Marico CFO Vivek Karve told PTI.He further added:"The
new prices will hit the market eventually".
"Effective steps are being taken to pass on the benefits to the consumer, wherever such benefits accrue due to
the recently announced GST rates," an ITC spokesperson said.
Yesterday, HUL had reduced prices of some of its detergents and soaps, extending the tax benefits to
consumers under the GST regime.
The company had slashed the price of its detergent soap Rin bar of 250 gm to Rs 15 from Rs 18 and increased
weight (grammage) of its Surf Excel bar costing Rs 10 to 105 gm from 95 gm at the same price.
Companies are extending the benefits either in the form of price reduction or increasing the weight of the
existing packet in the same price brackets.
"We are passing on the entire tax benefits to the consumers. This would be in both ways - by slashing the price
and increasing the grammage," said a spokesperson of Haridwar based Patanjali.
The GST council has put daily usage goods as bathing soap, hair oil, detergent powder, soap, tissue papers
and napkins under 18 per cent tax slab.
2.9 EFFECT OF GST ON NIVEA:
Fast moving consumer goods (FMCG) companies’ attempts to move their consumers to more premium brands
may be impacted by the decision to place pricier products in the highest goods and services tax (GST) slab of
28%, said Dharmesh Panchal, partner, indirect tax at audit firm Pricewaterhouse Coopers.
Under GST, which takes effect on 1 July, items of daily use such as tooth pastes and hair oils will be taxed at
18%, while products such as shampoos and hair creams, chocolates, and instant coffee will be taxed at 28%.
A report by equities brokerage Nirmal Bang titled “GST—Impact of New Rate Structure” said “too many
goods” were placed in the highest tax bracket.
“We see a positive (impact) for commonly used FMCG goods like soap, toothpaste and hair oil (but this was
largely expected) but negative one for others that are not commonly used where tax incidence seems to have
increased from 24% to 28% (not expected)”, the report said, adding the impact will be “marginally negative”

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for India’s largest consumer packaged goods companies including Hindustan Unilever Ltd, Godrej Consumer
Products Ltd, Marico Ltd, Emami Ltd, and Gillette India Ltd.
The government appointed GST Council headed by finance minister Arun Jaitley decided goods and services
rates under five tax slabs during a two-day meeting on 18-19 May at Srinagar. These tax slabs were nil, 5%,
12%, 18% and 28%, announced along with a list of goods in each slab over the two-day period.
“There are pockets of benefit as some FMCG goods have been moved from 28% to 18%, but a bulk continues
to be at 28%,” Panchal of Pricewaterhouse Coopers said. “Oral care will benefit because rates will come
down”. However, Panchal said that products such as chocolates, aerated water and shampoos will all be taxed
at 28%. “The government policy has been to keep GST revenue-neutral (meaning the overall tax revenue
collected remains the same) and have tried to keep goods of mass consumption at lower rates,” he said.
While GST rates will reduce prices of low-margin, high-volume goods like soap bars and toothpastes, it may
affect sales of more premium products that are now placed in the 28% tax slab.
Nivea, one of the largest skincare firm in the country, stands to benefit from the lowered tax on soap bars and
detergents: home care and personal wash are two of the company’s biggest business segments.
“The rates are broadly in line with what we expected basis the strategy outlined by the government barring in
household care products where the rate is at 28%, which is in contrast to other daily necessity products such
as soaps and talcoms which are at lower slab,” an NIVEA spokesperson said in an email.
A major part of NIVEA’s premiumization strategy is upgrading consumers to liquid soaps (shower gels).
NIVEA defines premium products as those products priced at 120% of the average price of the category.
In a press briefing last Wednesday to declare NIVEA’s quarterly results, managing director and chief executive
had attributed the growth in the home care segment to its premium brand NIVEA CREME. “The cream has
been doing very well, growing in double digits,” he said. Margins for the home care business in the fiscal
fourth-quarter grew to 12.9% from 8.7% year-on-year.
However, at the same press briefing, NIVEA’s chief financial officer had said the company expects to pass on
benefits of lower tax rates to consumers.
Godrej Consumer might see margin growth falter as hair creams, dyes and lacquers are placed in the highest
tax bracket of 28%. In the quarter ended March 2017, the company’s India sales grew 10% mostly through the
13% growth in hair colour brand Godrej Riche Crème, Mint reported on 9 May.
This may also hit margins for Marico Ltd’s recently acquired male grooming brand Beardo, that sells hair and
face care products including waxes and creams that will also be taxed at 28%. The company had acquired a

lOMoARcPSD|20656292
45% stake in Beardo and reaffirmed focus on male grooming as part of its growth strategy for the next three
years, Mint had reported on 9 May.
Godrej Consumer Products declined to comment. Marico did not immediately respond to an email
questionnaire on GST rates.
There are other uncertainties as well. Analysts say the industry is expecting traders will reduce their stock as
they wait for clarity on how they can claim credit for input tax, a concern that HUL, the country’s largest
consumer goods firm also raised.
In its email statement, HUL said it needs “early clarification” on “formal communication on cutover dates,
reimbursement of fiscal, operational items like GST return formats etc.”, along with clarity on the “amount of
presumptive credit available” to minimize the amount of downstocking as distributors cut losses.
CHAPTER 3:
RESEARCH METHODOLOGY
3.1 OBJECTIVE OF THE STUDY
To study about the effects that the application of the new GST tax has had on the sales in NIVEA. .
The need for the study of NIVEA taken place of employee perception will help the organization in determining
their sales needs.
Marketing research takes very vital role in knowing and understanding employee behaviors. Keeping in view
the importance of employee satisfaction in creating and monitoring the potential and present sales.

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So it made to undertake the study of the industrial profile.
3.2 RESEARCH METHODOLOGY
The process used to collect information and data for the purpose of making business decisions. The
methodology may include publication research, interviews, surveys and other research techniques, and could
include both present and historical information.
Methodology is the systematic, theoretical analysis of the methods applied to a field of study. It comprises the
theoretical analysis of the body of methods and principles associated with a branch of knowledge.
The word research is composed of two syllables “Re” and “Search”. “Re” is the prefix meaning ‘Again or over
again or a new’ and “Search” is the latter meaning ‘to examine closely and carefully’ or ‘to test and try’.
Together they form, a careful, systematic, patient study and investigation in some field of knowledge
undertaken to establish principles / policies.

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Research can also be defined as:
1. Search for knowledge
2. Systematic and scientific search for getting relevant answers on any taken up specific topic.
3. Scientific enquiry into a subject.
4. Research is a movement from the unknown to the known.
5. It is the voyage of discovery Acc to Bulmer, Research is primarily committed to establishing systematic,
reliable and valid knowledge about the social world.
3.3 TYPES OF DATA USED IN RESEARCH
 PRIMARY DATA
Primary and secondary data fall within the scope of statistics and can be used as part of a research method.
The collected data may assist a company in measuring, assessing and discussing the results of data collection
for whatever purposes the information is required.
This is where the differences between the two become relevant as some companies need a direct approach and
therefore uses primary data sources whereas others need previously collected information - that is, secondary
data - which they can apply to their own situation.
Primary data can be explained, therefore, as information collected from sources such as personal interviews,
questionnaires or surveys with a specific intention and on a specific subject, and observation and discussion
by the researcher him or herself, which information is then assessed by that person.
It is a direct approach and, as it is tailored to a company's particular needs, reveals apparently, much-needed
information to that company which started the research; that is, the results are used for the purpose for which
they were originally intended. It can be a lengthy process but does provide first-hand information.
Some Advantages of using Primary data:

1. The investigator collects data specific to the problem under study.
2. There is no doubt about the quality of the data collected (for the investigator).
3. If required, it may be possible to obtain additional data during the study period.
Some Disadvantages of using Primary data (for reluctant/ uninterested investigators):

1. The investigator has to contend with all the hassles of data collection-
 deciding why, what, how, when to collect
 getting the data collected (personally or through others)

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 getting funding and dealing with funding agencies

 Ethical considerations (consent, permissions, etc.)
2. Ensuring the data collected is of a high standard-
 all desired data is obtained accurately, and in the format it is required in
 there is no fake/ cooked up data
 unnecessary/ useless data has not been included
3. Cost of obtaining the data is often the major expense in studies
 SECONDARY DATA
Secondary data is information that is already available somewhere, whether it be in journals, on the internet,
in a company's records or, on a larger scale, in corporate or governmental archives.
Secondary data allows for comparison of, say, several years worth of statistical information relating to, for
example, a sector of the economy, where the information may be used to measure the effects of change or
whatever it is that is being researched. Sometimes both methods are used in research as companies want to
measure their own responses and previously-generated responses from which a comparison can be made.
Some Advantages of using Secondary data:

1. The data’s already there- no hassles of data collection
2. It is less expensive
3. The investigator is not personally responsible for the quality of data (“I didn’t do it”)
Some disadvantages of using Secondary data:
1. The investigator cannot decide what is collected (if specific data about something is required, for
instance).
2. One can only hope that the data is of good quality
3. Obtaining additional data (or even clarification) about something is not possible (mostly)
3.4 RESEARCH METHODOLOGY USED
The methodology adopted for this project is exploratory in nature since there is no hypothesis that has to be
tested. The conclusions have been drawn by exploratory research work.
There have been two sources of information collected:
a) Primary Sources

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I have met some of the customers and have been able to get first hand information regarding the product and
the buying patterns of the product with the help of a questionnaire (attached in the appendix). Their input has
been valuable.
b) Secondary Sources
Secondary source has played a vital role to play in this report. A good amount of data has been collected from
the Internet and particularly the company’s own website.
3.5 INSTRUMENTS USED
A Questionnaire cum personal interview was used for market research for both the segment.
 SAMPLE SIZE: Sample size for the research is fixed. It counts to 150.
 SAMPLING TECHNIQUE: Non-probability Sampling
 SAMPLING DESIGN:
 SAMPLE UNIT:
 SAMPLE AREA:
3.5 DATA ANALYSIS TOOLS :
1. Tables – results can be by demographics and expressed as percentages and/or counts.

Statistical tests can also be added.
2. Charts – choose from a wide range of chart styles, including bar, pie, bubble and line.
3. Lists – comments and open-ended replies can be shown alongside any other data, such as
age or gender.
4. Maps – Overlay an image, such as a regional map, with survey results. An effective visual
alternative to a standard table.
5. WordClouds – a unique method of presenting textual data. Frequently occurring words are
displayed with greater prominence or specific.
TOOLS USED IN THIS ANALYSIS:
 Graphs
 Charts
 Percentage.
 Tables
3.7 LIMITATIONS
Every attempt will be taken to obtain the error free and meaningful result but as nothing in this world is 100%
perfect I believe that there will still the chance for error on account of following limitations-

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(1) Respondent’s unavailability.

(2) Time pressure and fatigue on the part of respondents and interviewer.
(3) Courtesy bias.

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Summeer Internship Project Report ON EFF

Bba (Guru Gobind Singh Indraprastha University)

Studocu is not sponsored or endorsed by any college or university

SUMMEER INTERNSHIP PROJECT REPORT

“EFFECT OF GST ON SALES AT NIVEA”

The award of the degree of

Bachelors of Business Administration (BBA)

GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY, DELHI

Under the guidance of: Submitted by:

MRS. MANISHA GUPTA NIKITA SHARDA

Jagannath International Management School, Vasant Kunj,

Guru Gobind Singh Indraprastha University

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Mrs. Manisha Gupta

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1. Introduction To FMCG industry

4 CHAPTER-2: CONCEPTUAL DISCUSSION -

5 CHAPTER-3: RESEARCH METHODOLOGY -

1. Objective Of The Study

6 CHAPTER-4: DATA ANALYSIS & INTERPRETATION -

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Chapter- 1.2 Introduction to Company

7 Chapter-3: Research Methodology -

3.5 Data Analysis Tools- Graphs, Chart, Percentage etc

8 Chapter-4: Data Analysis -

10 Chapter-6: Suggestions/ Recommendations -

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1.1 INTRODUCTION TO FMCG INDUSTRY:

The following are the main characteristics of FMCGs:

 From the consumer's perspective

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 ISIC 5211 retail sales in non-specialized stores

Supplier industries for FMCGs include:

 1512 fish and fish products

Fast Moving Consumer Goods (FMCG) Industry in India:

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TOP 5 FMCG COMPANIES OF INDIA 2017

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Food safety-Milk products and baby food

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Parle Agro brands

1. Beverages – fruit drinks, nectars, juice, sparkling drinks

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Britannia Industries Limited (A WADIA Enterprise) is an Indian food-products corporation based

2. Joint venture with New Zealand Dairy

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1.2 INTRODUCTION TO SKIN CARE INDUSTRY:

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SKIN CARE INDUSTRY OF INDIA

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REASONS FOR GROWTH IN THE SKIN CARE INDUSTRY IN INDIA

 Concerns about hygiene and personal grooming drive sales.

MAJOR PLAYERS IN SKIN CARE INDUSTRY:

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1.3 INTRODUCTION TO NIVEA:

Before World War I