Vaibhav Arora completed a project on marketing management for his class 12 business studies course. He thanks his teacher, Mrs. Deepika, for her guidance and support in completing the project. He also thanks his school principal, parents, and friends for their assistance. The certificate verifies that Vaibhav completed the original research project entitled "Business Studies Project - MARKETING" under the supervision of his teacher, Mrs. Deepika. In the project, Vaibhav discusses marketing concepts like the 4Ps of marketing and analyzes hair oil as a product category by comparing popular brands like Dabur Amla, Parachute Advanced, Bajaj Almonds, and Johnsons & Johnsons. He also

1. VAIBHAV ARORA
CLASS – XII SECTION – H ROLL NUMBER. – 19
SUBJECT – BUSINESS STUDIES TEACHER – MRS. DEEPIKA

2. ACKNOWLEDGEMENT
I would like to thank my teacher Mrs. Deepika for helping me with this project
named PRINCIPLES OF MANAGEMENT. She allowed me to work on this project
through which I came to know about many new things. Along with that, I would
also like to thank my school principal Mrs. Bhawna Malik wholeheartedly.
I must also thank my parents and friends for the immense support and help
during this project. Without their help, completing this project would have
been very difficult.

3. CERTIFICATE
This is to certify that the content of this project
entitled, “Business Studies Project – MARKETING" by
VAIBHAV ARORA
is the bona fide work of him
submitted to LOVELY PUBLIC SR. SEC. SCHOOL , DELHI for consideration in
partial fulfillment of the requirement of CBSE, Delhi.
The original research work was carried out by him under my supervision in the
academic year 2021-22. On the basis of the declaration made by him I
recommend this project report for evaluation.
CERTIFIED BY:-
MRS. DEEPIKA

4. P R O J E C T
MARKETING MANAGEMENT
Marketing is an organisational function and a set of processes for creating,
communicating, and delivering value to customers and for managing customer
relationships in ways that benefit the organisation and its stakeholders. After going
through the marketing definitions and concepts, the core ideas contained are as follows:
The main focal point in marketing is customer needs. In order to maintain long-term
relations with customers, future needs have to be identified and predicted. According to
the Association of National Advertisers (ANA), influencer marketing focuses on
leveraging individuals who have influence over potential buyers and orienting marketing
activities around these individuals to drive a brand message to the larger market.

5. 4 P’s
PRODUCT : A product refers to any item that intends to satisfy the needs and wants of a target
customer. It can be a tangible good, such a clothing item or piece of software, or intangible, like
a service or experience (think legal services or a cruise).
PRICE : First comes the product, and immediately after comes a determination of its value
among target audiences. Pricing strategy is an art and a science, in that it involves both market
data and careful calculations.
PLACE : The internet age has introduced new challenges when it comes to reaching your
customers. Place refers to providing customers access to the product, and it also calls into play
convenience for the customer.
PROMOTION : Promotion is the area that has arguably seen the greatest growth and change as
a result of the digital age. advertising, direct marketing, email marketing, social media
marketing, or sales promotions; think of it as any way marketers disseminate relevant product
information to their target customers.

6. CONCEPTS OF MARKETING

7. HAIR OIL

8. WHY I CHOOSE THIS PRODUCT ?
Massaging the oil into the scalp increases blood circulation, which may improve hair
growth. Applying oil to the scalp may also prevent dandruff. Follow these steps to
give hair oiling a try: Apply oil on your scalp and massage with fingertips using a
circular motion. Hair Oil nourishes your hair with its Ayurvedic ingredients and
makes it strong from the roots. It is packed with vitamin C. This oil gives the hair
shine and keeps it clean and voluminous. Hair Oil also stimulates hair growth and
makes your hair longer. It helps reduce hair fall as well as split ends. It is effective in
reducing the hair fall problem and massaging with amla oil helps add lustre and hair
volume gradually. Hair Oil is formulated with amla that helps in getting stronger,
longer, and thicker hair. The essential nutrients in it nourishes your hair and scalp
and improves hair texture from root to tip. Add this moisturizing hair oil to your
haircare routine and say bye to your regular hair problems like pre-mature greying
and damage.

9. COMPETETIVE BRANDS
BAJAJ ALMOND DROPS. JOHNSONS & JOHNSONS CO.
DABUR INDIA LTD. PARACHUTE ADVANCE.

10. DABUR AMLA HAIR OIL
Dabur India Ltd is one of India’s leading FMCG Companies with Revenues of
over Rs 7,680 Crore & Market Capitalisation of over Rs 48,800 Crore. Building
on a legacy of quality and experience of over 133 years, Dabur is today India’s
Most Trusted Name and the World’s Largest Ayurvedic and Natural Health
Care Company. Dabur India Ltd is an Indian multinational consumer goods
company, founded by S. K. Burman and headquartered in Ghaziabad, Uttar
Pradesh. It manufactures Ayurvedic medicine and natural consumer products,
and is one of the largest fast-moving consumer goods companies in India.
Dabur derives around 60% of its revenue from the consumer care business,
11% from the food business and remaining from the international business
unit.
TAGLINE - “Mazbooti Bhi, Khubsoorti Bhi”

11. PARACHUTE ADVANCE.
Parachute is the flagship brand of Marico which consists of edible grade coconut
oil. Marico manufactures and markets its coconut based hair oils under its brand –
Parachute "Advanced" and a series of extensions thereof. There came the story of
the famous parachute coconut oil. People at Marico took the dried coconuts and
cut it into two halves. After the water had been taken out, they sun-dried it for 5
days. Parachute's market share rose to 70% within ten years and it had become
one of the most recognized and trusted brands in that country. Marico makes two
kinds of coconut oil, Parachute edible grade hair oil, and Parachute Advansed Hair
oil.
TAGLINE - ‘Power of 5- har boond mein zyaada’

12. BAJAJ ALMONDS HAIR OIL.
M/s ETL has already established the facilities to manufacture Bajaj Almond Drops
Hair Oil in Bangladesh. The commercial production started in March 2014. Now
and onwards BBL will source its total requirement from M/s ETL. Bajaj Consumer
Care Ltd (formerly known as Bajaj Corp Ltd) is one of India's leading FMCG
companies with major brands in hair care and skin care category. The company's
main brand is Bajaj Almond Drops in hair oil category. It markets its skin care
products under the brand Nomarks. The company is a part of the Shishir Bajaj
Group of companies. Bajaj Almond Drops is the key brand in the kitty of Bajaj Corp
Ltd and is the leading brand in the light hair oil category.
TAGLINE – “Nourished hair and stylish you”

13. JOHNSONS AND JOHNSONS CO .
Johnson & Johnson Private Limited is a Private incorporated on 05 September
1957. It is classified as Non-govt company and is registered at Registrar of
Companies, Mumbai. Its authorized share capital is Rs. 520,000,000 and its paid
up capital is Rs. 140,700,000. It is inolved in Manufacture of medical appliances
and instruments and appliances for measuring, checking, testing, navigating and
other purposes except optical instruments. Johnson & Johnson Private Limited's
Annual General Meeting (AGM) was last held on 28 September 2020 and as per
records from Ministry of Corporate Affairs (MCA), its balance sheet was last filed
on 31 March 2020. Directors of Johnson & Johnson Private Limited are Marco
Philippus Ardeshir Wadia, Vikas Chandra Srivastava, Mayur Vasani, Manish
Navnitrai Vora, Sarthak Bhaskar Ranade, Suresh Narsappa Talwar, Anil Vasantrai
Upadhyay, Sandeep Makkar, .
TAGLINE – "A Family Company at Work for a Better World"

14. MARKET OVERVIEW
The global hair oil market is projected to reach USD 3.9 billion by 2024, registering a
CAGR of 4.78 % during the forecast period (2019 - 2024)
 Rising demand for natural and organic hair care products encouraged women to
spend more on organic hair care products and hair oils, such as shampoos,
conditioners, and serums. The growing popularity of brands whose primary purpose
is maintaining natural hair growth is expected to drive the market’s growth.
 Rising inclination toward origin-specific ingredients and free-from formulations are
expected to augment the market’s growth. The organized retail outlets are
maximizing market share by attracting consumers on the basis of competitive
pricing schemes and by offering product varieties. The retail outlets are offering a
new shopping experience to consumers by providing comfort and convenience of
shopping along with great value.

15. Value-added hair oils are hair oils that are specially designed to provide extra care for hair. A
significant share of Indian consumers are switching to value-added hair oils for hair-related
problems such as hair fall and damage caused by factors such as hair coloring. Moreover,
rising affordability factors is increasing the market cap for value-added hair oils as they are
premium products and highly priced. Value-added hair oil are gaining high popularity also
because of the benefits they offer through the inclusion of natural ingredients in the
formulation. The value-added hair oil segment identifies Bajaj, Emami, Marico, Unilever and
Dabur as the leading players in the hair oils market in India.