An Exploratory Marketing Research on

Flow of presentation 1. Industry Profile and Background 2. Problem definition 3. Environmental Context 4. Management Decision Problem 5. Management Research problem 6. Research Methodology 7. Hypothesis and Questions 8. Analysis 9. Conclusions 10. Limitations

Industry Profile Market Size

Indian skincare market ~ Rs 2,100 crore Skincare moisturizer market ~ Rs 1,600crore Premium Skincare Market ~ 450 crore Skincare market has been steadily growingat 16 per cent as of last year Anti-Ageing Market ~ 60 crore

Trend Anti-ageing solutions are nascent but gainingground Anti ageing is only 3% of the total skin caremarket at [$15 million], which means there is hugepotential. It has been doubling every year for thelast three years,

Development of the skincare category in India

Growing consumer awareness

Brands & Companies

HUL Ponds Age Miracle Range

P&G Olay Total Effects: Fighting the 7signs of ageing (lines and wrinkles,sagging, uneven skin tone, age spots,pores, dullness and dryness). LOreal Garnier: In India from last decade Shehnaaz Hussain skin care

Olay (P&G) Globally P&Gspersonal care market isaround $20 billion , of which $2 billion iscontributed by Olay

Target Consumer Middle aged socially active Indian womenlooking for one product that will help her stay youngand beautiful Brand Ambassadors Apart from Sushmita Sen, Roopa Purshottam, Economist & Head, FutureTrends (Future Group), Anita Dongre fashion designer Tisca Chopra, TV anchor and actor

Problem Definition Industry Experts: Rashi Mittal, P&GArea Sales Manager Mumbaimittal.r.2@pg.com Dr. R. K. JOSHI senior consultant andcoordinator of dermatology at Indraprastha Apollo Hospital new Delhi .

It is the working woman who is moreconscious of the way she looks rather than the woman who stays at home Systematic use of displays trained andmotivated sales persons andrepresentatives

Grey Markets and distribution inefficiency Price Home made pastes are very popular,

Environmental Context Past info. and forecasts In 2003, facial care products totaled 72.1% of the Indianskincare market Body care made up a further 12.8% of the market's value. Sun care products held the smallestshare (4.2%) in 2003. Till this time market for anti ageingwas not created. For 2008 the Indian skincare market is forecast tohave a value of $134 million, an Increase of 42.8%since 2003. The compound annual growth rate of themarket in the period 20032008 was predicted to be 7.4%.

Buyer behavior Geographical locationsonly in 6 metros Demographic and psychological characters of I ndian Womenlike skin, lifestyle differences, consumptionhabits

media consumption habits and Promotion responses Price sensitivity

Store preferences
Buyer preferences Continued...

Economic EnvironmentEconomic growth of India is rapid andpurchasing power , disposable income is high of the target audience. Marketing and Technological Skillsinteractive and consulting website andpromotions like free samples, exchange of usedcreams.

Management decisionProblem How to gain market leadership in Indianantiageing segment