UBERVALUE SOLUTION

S
PROJECT PROPOSAL FOR FARMACY BEAUTY

OUR PHILOSOPHY

Since our foundation, we atUberValue Solutionsare striving to

build a reputation for providing accurate, meaningful, insightful
information to help businesses come to grip with reality and to
help marketers, the media, governments and institutions make
better, more informed decisions

THE CLIENT

CLIENT CONCERNS
What barriers are keeping skin care companies from embracing digital technology?
If there are frontrunners, what are they doing differently?
How can skin care companies realise the full potential that Internet growth has to
offer?

EXECUTIVE SUMMARY
Exclusive skin care products
Launch own online store (web based platform and a mobile application)
With a considerable increase in the e-commerce usage and a belief that this
will give them more penetration into the market and also reach faster among
the masses.
A detailed understanding about the target segments online behaviour in this
matter
Willingness to purchase via an exclusive online portal

BACKGROUND

The shopping trends in India have dramatically changed, since the

introduction of e-commerce websites

PROBLEM DEFINITION
Decision Problem
Should we have our own online portal (webpage & mobile application) for our
products?

Research Problem
What is the digital impact of similar set of skin care consumer goods in India?

APPROACH TO THE PROBLEM

We plan to divide the product segment based on various customer like
General Daily Care, Men Grooming and Women Essentials
Understand the online behaviour and purchase patterns of each segment
Find out likelihood of purchase of skin care product via online portal
Evaluate the comfort of shopping on a web based vs mobile application based
approach
Evaluate the sale of skin care products on the current e-commerce market
place websites

PRIMARY RESEARCH &

METHODOLOGY
Target Group: Generation Z, Metrosexual Men, Home Makers and Working
Women
Geographical: Bangalore, Mumbai and Pune
Age Group: 16-50 years
Sample Size: 80 from each location from each target group
Socio Economic Classification: A, B
Questionnaire Design: Structured Questionnaire which answers above
mentioned research objectives

RESEARCH METHODOLOGY
We have followed exploratory research also known as qualitative research
Gain insights into the digital impact on skin care products
Infer the viability of launching the own web based or mobile portal
This research will involve a Focused group discussion followed by depth interview
Focused Group Discussion will have selected people from various target groups mentioned
These factors are put into a Structured and Undisguised Questionnaire with a flow

FACTORS TO EVALUATE
Online Behaviour frequency of visit, time spent per visit, Click through rate
Unique new visitors
Response to promotions
Opt In to offers
Rate of participation in surveys
Purchase Patterns- types of products
Comfort of shopping
Pricing coupons, discounts, Loyalty points
Genuine products

QUESTIONNAIRE

SECONDARY RESEARCH

A mobile nation
About 70% of Internet users have online access through their mobile phones

More than 90% of Indian smartphone users access the Internet daily

India is the largest market for WhatsApp and the second-largest market for Facebook

Women on the rise

Lead urban female online consumers are spending an average of 75 minutes a day on the
Internet

More than one-fifth of these women already note a digital influence on their FMCG
purchase decisions (a brand website, a YouTube video, a blog, an online ad or another online
source)

50% of women who shop on the Internet have bought FMCG online, while 10% of all
women buying FMCG have shared their buying experience post-purchase on the Internet,
whether they purchased online or offline

Younger generations gaining importance

For todays 18 to 25year-olds, the average time spent online each day is about 100
minutes, with the greatest time spent on email, search and social media

About 40% of screenagers (those born between 1995 and 2002) living in urban areas
have access to a mobile device, with 3 million using mobile broadband on personal phones

Around 50% of screenagers prefer sur ng the Internet on their phones to watching TV

TIME &
COST
Researchers

Respondents

240

PerLocation

Location

RespondentsPerDay

10

PerResearcher

CaronRent

110.00

Perhour/15Km

FoodPerResearcher

500.00

PerDay

FuelCharge

55.00

Per20KM

FlightChargestoBangalore

4,500.00

RoundTrip

FGDConvenience&Gifts

650.00

FGDRespondent

36.00

Per
Respondent

Description

RespondentsPer
Day

Total
Days

StayPer
Day

ExpensesinBangalore

40

2,000.00

ExpensesinPune

40

1,500.00

ExpensesinMumbai

40

Total

63,560.00

FlightChargestoBangalore

18,000.00

TraveltoPune

2,200.00

FGDConvenience&Gifts
FGDBangaloreAdditional
Expenses

23,400.00

DataProcessing

26,880.00

ReportProcessing

33,600.00

ConsultingCharges/Profit

49,720.00

GRANDTOTAL

2,40,000.00

22,640.00

Food
Per
Day
2,000.
00
2,000.
00
1,333.
33

Travel
Per
Day
880.00
440.00
440.00

Total
29,28
0.00
23,64
0.00
10,64
0.00

RECOMMENDATIONS
Women on the rise Lead urban female online consumers are spending an average of 75
minutes a day on the Internet (120 minutes from the primary research based on survey)
(Cross tabulation)
More than one-fifth of these women already note a digital influence on their FMCG
purchase decisions (a brand website, a YouTube video, a blog, an online ad or another
online source) (Similar results from primary research)
Younger generations gaining importance For todays 18 to 25year-olds, the average
time spent online each day is about 100 minutes (2.47 hours from the primary research),
with the greatest time spent on email, search and social media (Cross tabulation)

 The best way to boost sales would be through coupons and loyalty points online. (60% of
the survey population has traction towards coupons and loyalty points). This is a
sufficiently good market to capture.
Uber value solution feels that Farmacy should look closely at their current and proposed
strategies, narrow their portfolio and channel focus, create an optimal consumer
experience, readjust their media spending and investing to sustain the change.
Big FMCG players will surely be a disrupting force by 2020 but for a 50 billion dollar
GMV, and 5 billion dollar in net revenue, even a fraction of the market can boost the
companys income by leaps and bounds.

Nandkishore Pillai

Vinay Mohan

Subham Lohani

Yash Merchant