Schwarzkopf(Abhishek Kumar)
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Transcript of Schwarzkopf(Abhishek Kumar)
Estimate the market potential for FIBREPLEX by
Schwarzkopf@ Henkel, Kolkata.
Presented By:Abhishek Kumar
15397001
Under the guidance of Dr. Uma
Chandrasekaran Associate Professor
Department of Management StudiesSchool of ManagementPondicherry University.
Mr. Debraj DuttaRegional Sales Manager (East
India)Henkel Adhesive Technologies
Kolkata, India.
“To estimate the demand for
FIBREPLEX post launch in Ranchi.”To meet the above objective the following were important as well:
Estimating the potential of clients based on their permanent Full Time Hair Stylist (FTS).
Checking the presence of Schwarzkopf in salons and beauty parlours of Ranchi city.
Analysing the competition in Salons and Beauty Parlours w.r.t Schwarzkopf.
Observing the buying behaviour of salons and parlours.
Research Objective
Ansoff’s Product Market
Matrix
Research Type: Descriptive (Survey method) Sampling: Population of 20. Scope of the study:
A rough estimate of demand for FIBREPLEX post launch. May help the marketing team to know the last mile
strategy. Limitations of the Study:
Accepted sample :18. Inadequate information in some cases because of lack
of interest of Salon owners. The responses are completely based on the perception
of Salon owners.
Research Methodology
Sources of Data Collection:
Primary: Questionnaire and Personal Interview with different Salon owners.
Secondary: Internet, books, and company reports.
Analysis Tool: Percentage Analysis
Presentation Aids: Graphs (Pie and Bar Charts)
Data Analysis
To estimate the demand
of FIBERPLEX post launch.
Q. Have you ever heard of the
FIBREPLEX hair treatment solution?
So I was asked to explain the salon owners about Fibreplex Hair Treatment Solution and create awareness amongst them.
Yes; 3; 17%
No; 15; 83%
YesNo
Q. Are you willing to keep this FIBREPLEX at your Salon after
launch?
Yes; 16; 89%
No; 2; 11%
YesNo
Less than 10 ; 11; 69%
11 to 15; 2; 13%
More than 20; 3; 19%
Q. If yes, how many units do you think you can serve on an average
in a month?
Estimating the potential of clients
based on their permanent Full Time Hair Stylist (FTS).
Q. What is the average number of customers’ footfall per day?
Less than 15; 9; 50%15 - 30; 6;
33%
30-45; 2; 11%
More than 45; 1; 6%
Reasons: Untapped
Market. Unawareness
.
If a salon pays an FTS Rs.25000/- p.m.
Þ Owner generates 5 to 6 times revenue Þ 1.25 to 1.5 lakhs per FTS p.m.
Amount of investments in different range of products expected to be 1/5th of total expected revenue.
Schwarzkopf classifies customers on basis of expected purchase: A class Salon: Purchase >Rs. 5 lakhs/month. B class Salon: Purchase Rs.1 to 5 lakhs/month. C class Salon: Purchase <Rs. 1 lakh/month.
Basis for Estimation(As told by the corporate guide)
Less than 3; 6; 33%
3 to 6; 9; 50%
6 to 9; 1; 6%
More than 9; 2; 11%
>9 FTS: Revenue: Rs.13-14 Lakhs. Spending: Rs.2.6 to 2.8 lakhs.
6-9 FTS: Revenue: Rs.9-13 Lakhs. Spending: Rs.1.9 to 2.6 lakhs.
3-6 FTS: Revenue: Rs.4.5 -9 Lakhs. Spending: Rs.90,000 to 1.8
lakhs. <3 FTS:
Revenue: Rs.1.5 - 3 Lakhs. Spending: Rs.60,000
maximum.
Q. How many permanent Full Time Hair Stylist do you
employ?
(All figures are on an average per month.)
Checking the presence
of Schwarzkopf in salons and beauty parlours of Ranchi
city.
Q. Do you keep Schwarzkopf in
your Salon?
Yes ; 14; 78%
No; 4; 22% Reasons replied: Customers hesitate to
spend huge amount for colouring the hair and all such services.
Market of Ranchi is not so developed as compared to other capital cities.
Q. If YES, what according to you is your spending for
Schwarzkopf?(On an average a month in Rs.)
Less than 50000; 8; 57%50000-100000;
3; 21%
More than 200000; 3;
21%
Q. If NO, are you interested in keeping Schwarzkopf in your
salon?
Yes; 3; 75%
No; 1; 25%
Reasons: One salon
owner was not at all satisfied with his previous relationship with the company professionals and was also not happy with their service.
Analysing the
competition in Salons and Beauty Parlours w.r.t Schwarzkopf.
17
48
14
Q. Which are the other brands you are offering currently to
the customers?
Hair Color Hair Care Hair styling Hair straightening
43
6
1011 11
10
3
1 1 1 12
3
1
4
0 0 0 00 0 0 0
Schwarzkopf L’Oreal WellaMatrix Garnier Others
Q. Which brand comes first in your mind to serve a new customer in following cases?
Observing the buying behaviour of salons
and parlours. Q. How important is the
following attribute a strong reason to keep a particular
Brand in your salon?
Brand
Value
Margin
Servi
ce/Av
ailab
ility
Low Pr
ice
Consum
er Dem
and
Compa
ny Su
pport
Schem
es an
d Offers
Quality
13
10
17
12
13
9
16
Very Important
Conclusion
In hair colour market, the brands of lower or middle segment like L’Oreal, Matrix and Wella are more popular than professional segment brands.
Schwarzkopf has a presence in 78% of Ranchi’s Market leaving 22% still untapped.
In terms of Purchase pattern w.r.t Schwarzkopf: 67% of the total population spends less than Rs.50000
a month. 16% salon owners spend an amount of Rs.50000 to
100000 for the same purpose. And only 17% i.e. only 3 salons spend Rs.200000 and
more a month.
Salon Demo after launch. Promotion via internet media, in-salon training via experts. Mid-range, good quality and result oriented product. Regular Market visit. Should be a product with reasonable/economic pricing. Penetration pricing in case of new launches and then go
for a hike in future. Regular service and company support. Product should be cheap and best. Please support small salons also to penetrate in the
market via offering low range products. Proper advertising and launch.
Customer Feedback
Launch with a minimum of 5 kits per salon. Train the hair-dressers using latest learning tools. Exclusive Tie ups for competitive advantage. Mobile app enabled effective distribution system. Sponsor different events for brand awareness. Production in India to save cost. Under CSR, may give free training to make ladies of
Ranchi and outskirts a professional Hair Dresser. Aggressive Advertising to penetrate more and more
nationwide .
Suggestions
(n.d.). Retrieved 07 24, 2016, from Wikipedia:
https://en.wikipedia.org/wiki/Henkel (n.d.). Retrieved from Henkel India: http://www.henkel.in/company?
printview=true& (n.d.). Retrieved from http://www.henkelna.com/:
http://www.schwarzkopf.com/skus/en/home/schwarzkopf/about_us/history.html#id1455079561
Bosteels, K. (2016, 02 25). Double-digit growth for Henkel in 2015. Retrieved 07 24, 2016, from Retail Detail: http://www.retaildetail.eu/en/news/double-digit-growth-henkel-2015
Henkel's Global website. (n.d.). Retrieved 07 24, 2016, from http://www.henkel.com/brands-and-businesses/adhesive-technologies
Qualifying Sales Prospects. (n.d.). Retrieved from All business: https://www.allbusiness.com/qualifying-sales-prospects-1360-1.html
ranjan, R. (2015, october 19). The Hair Care market in India. Retrieved July 24, 2016, from BEAUTY NEWS INDIA: http://beautynewsindia.com/the-hair-care-market-in-india/
Tutor2u. (n.d.). Retrieved from Tutor2u: http://www.tutor2u.net/business/reference/ansoffs-matrix
Bibliography
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