2. Market Study of Ocimum Botanical Pvt. Ltd. (B2C)
MIMANSHA BAHADUR
17A3HP525
10th June 2018
2
3. A Report
On
Market Study of Ocimum Botanical Pvt. Ltd. (B2C)
Submitted to:
Dr. M. Sivagnanasundaram
Associate Professor – Marketing & Chairperson -
Administration, Incubation Centre & E-cell
Institute of Management Technology,
Hyderabad.
Submitted by:
Mimansha Bahadur
17A3HP525
Institute of Management Technology- Hyderabad
3
5. FORWARDING LETTER
10-06-2018
To,
Dr. M. Sivagnanasundaram
Department- Marketing
Institute of Management,
Hyderabad
Subject- Submission of the interim report on, “Market Study of
Ocimum Botanical Pvt. Ltd. (B2C).”
Respected Sir,
It is my great pleasure to present you the interim report. Through this
report I have tried to reflect and inform you about the learnings and
projects given to me at Ocimum Botanical Pvt. Ltd.
I would like to show my heartfelt gratitude in the regard of giving me the
opportunity to take up the significant projects and for guiding me
through out. I have tried my best to follow your guidelines in every
aspect on my report in the way you directed us.
I hope you will appreciate my efforts put forth hereby.
Sincerely yours,
Mimansha Bahadur
17A3HP525
5
6. PREFACE
My role is to understand the FMCG Sector and then create awareness
about Ocimum Botanical to the consumers.
This is my Summer Internship Project whereby the post assigned to
me in this company, Ocimum Botanical Pvt. Ltd. is that of a Marketing
Intern. Ocimum Botanical deals in FMCG sector like Mosquito
repellant, Floor Cleaner, moisturizer etc.
The main objective of my project is to reach out to every potential
customer and educate/enlighten them about our product and hence try
to create positive perspective. Also, the product given to me is one
which is new in the market and not known by many people as of now
therefore my project is even more interesting for me.
In this project, by doing the Market Survey in Kochi, I have shown
how the market reacts to a new product and explain the same with
diagrams for better understanding.
6
7. ACKNOWLEDGEMENTS
I wish to express my sincere gratitude to Dr. M. Sivagnanasundaram,
Associate Professor – Marketing & Chairperson - Administration,
Incubation Centre & E-cell for his guidance and encouragement in
carrying out this project work.
I would also like to thank Mr. Anand Vijay, CEO & Director, Ocimum
Botanical Pvt. Ltd. for providing us with the opportunity to embark on
such kind of project work.
I would also wish to express my gratitude to the officials and other
members of Ocimum Botanical Pvt. Ltd., for their help during the
period of my project work.
7
8. TABLE OF CONTENTS
S.No. Content Page. No.
Acknowledgements
Abstract
1. INTRODUCTION
2. FRONT MATTER
2.2 Cover 1
2.2 Title Page 2
2.3 Copyright Notice 4
2.4 Forwarding Letter 5
2.5 Preface 6
2.6 Acknowledgements 7
2.7 Table of contents 8
2.8 List of Illustrations 9
2.9 Abstracts 10
3. MAIN BODY
3.1 Introduction 11
3.2 Discussion 12-43
3.3 Conclusion 44
3.4 Recommendation 45-46
4. BACK MATTER
4.1 List of References 54
8
9. LIST OF ILLUSTRATIONS
S.No. Illustration Page no.
1. INTRODUCTION Vision, Mission and Objective 11
2. About the Company 12
3. B2C Marketing 13
4. Process and Approach 17
5. Task Phase-1 (March) 20
6. SWOT Analysis 21-22
7. Suggestion of Cost Effective Digital Marketing
Strategy
24
8. Task Phase-2 (April), Chipko Movement Poster 25
9. Vanitha Max Consumer Fair 26
10. About the Stall at Vanitha Max, Picture of the stall 27
11. MACCT Stall, Thodupuzha, Stall Picture 29
12. Task Phase-3 30
13. Marketing Mix 4Ps 31
14. Porter’s 5 Force Analysis 32
15-18. Questionnaire Analysis Charts 39-42
19. Product Photography & Poster Design. 51
20. Posters for Good Friday Week 52
21. Posters for Festivals 53
9
10. ABSTRACT
Ocimum Botanicals have developed a range of products which are
Chemical-Free and DEET-Free, they are a green company that has a
deep knowledge and understanding of identifying the right blends of
essential oils to employ the technology of Receptor Binding.
They aim to eliminate the use of toxic chemicals in all their products
and strive to maintain an ecological balance by developing lasting
solutions that are 100% natural, biodegradable, target specific, child &
pet safe. They develop solutions for the customers depending on their
specific needs and requirements.
Essential Oils used by Ocimum Botanicals are extracted from various
plants and products so formulated are food safe, child safe and pet
safe.
10
11. INTRODUCTION
Fast-moving consumer goods (FMCG) sector is the 4th largest sector
in the Indian economy with Household and Personal Care products
accounting for 50 per cent of FMCG sales in India. Growing
awareness, easier access and changing lifestyles have been the key
growth drivers for the sector.
Sudhir Nair, an Army man, who is a MSE in Chemistry, while he use
to go for wars on the battle field he realized the deaths of the fellow
army-men due to Dengue/Malaria were more than the men lost in
battle-fights. So, he came up with an idea to make a solution that
attacks one insect without disturbing other insects that may be required
in our environment.
Fig.-1
11
12. ABOUT THE COMPANY
Ocimum Botanical Pvt. Ltd. is an Indian company which produces
botanical home and personal care products which are EPA certified. It
was established on 14th March 2017. It’s headquarter is in Ernakulam,
Kerala. It was founded by Col. Sudhir Nair.
It is a Research & Development company based out of IOWA (USA)
and New Delhi (INDIA) with over 10 years’ experience in developing
natural sustainable solutions to the problems inflicted by various
insects.
It has successfully developed 100% DEET Free, Non-toxic, herbal
products that are well accepted and selling in the markets of India,
Malaysia and United States. Fig.-2
12
13. B2C MARKETING
Business-to-consumer – “B2C” – refers to commerce between a
business and an individual consumer. While it applies to any type of
direct-to-consumer selling, it has come to be associated with online
selling, also known as e-commerce or e-tailing.
There are two types of B2C Marketing taking place at Ocimum
Botanical:
1. Society Stall Program.
2. Stalls at Exhibitions and Fairs
Fig.-3
13
14. B2C AT SOCIETY PROGRAMS
Societies:
We are going to create awareness campaigns around Kochi by putting
up exhibition stalls in the apartment societies at a specified location in
a pre-set duration. This strategy will be targeted for brand building,
recognition and revenue generation as well.
Following are the pre-requisites to grab the attraction of the families:
Getting the permission from the apartment association for putting
up the stall.
Payment of space rent and arranging salespersons for the stall (at
least 1 per stall)
Distribute flyers/pamphlets at every doorstep of the apartment with
date, time and venue of the exhibition stall, 2-3 days prior to the
exhibition.
Getting the permission to get featured in their monthly/bi-monthly
committee meetings.
Asking for permissions to put up hoardings/flex in a visible spot in
the vicinity of the apartment/society.
14
15. MARKETING STRATEGY FOR SOCIETY
PROGRAMS
We will be targeting around 10 apartment societies every weekend,
taking into consideration the following factors:
Number of families staying
Rent for space
Location ( Availability of other nearby other societies)
Given enough stock and capital is available
Taking the contact details of the association/committee secretary to
request for a presentation during their monthly meeting (when most
of the households members will be present their)
Designing and printing of attractive flexes and putting them up at
a visible spot 3 days before setting the kiosk in a specific society
with dates mentioned on them.
We need to get into the process of communication among the
caretaker/secretary to the households via Whatsapp, mail, notice or
direct notice by putting in the mail box.
15
16. B2C AT STALLS
We will be putting up portable kiosk on some specific locations on the
weekends, where there will be enough visibility among the end
consumers:
Following are the locations:
Marine Drive, Shubash Park, Marine Drive, Edapally Church, Civil
Station, Kakkanad.
Cost of the portable kiosk: Rs.5000 x 2 = Rs.10000
Cost of manpower: Rs.250 x 2 x 8 = Rs.4000 (students)
Total cost of operation: Rs.14000
Average Revenue: Rs.5000
Total Revenue Generation = Rs.30000
The Total Visibility Reach of our products would increase manifold, if
we complete the whole above task.
Then we will be able to put our products in the supermarkets and we
don’t need to push our products in the market with extensive
promotion.
16
17. PROCESS AND APPROACH
Consumer
Feedback
Suggesting a
solution and its
advantages.
Understanding
the
needs/problem.
At the consumer fair organized by Vanitha Max in Kottayam, I got the
opportunity to understand customer behavior towards a natural products
of an unknown brand.
Step-1: Telling the potential buyers about all the products and then
asking them what problem or need they have at home.
Step-2: Then suggesting them the most suitable product according to
their need, with discounts and price and directions to use it.
Step-3: Making a customer record of their Name and contact No. at the
time to payment so as to keep a record of accounts, stocks and building
customer data-base.
After 15 days of the Sale each customer will be called to ask for the
feedback about the product. (Questionnaire attached at Page-47)
Fig.-4
17
18. PLAN OF ACTION
For Society Stall Program:
Database Collection:
It involves collecting information about potential clients such as:
Name of the society
Name of the contact person/Care Taker
No. of families in the society
Rent for providing space
Area
Approaching and Calling:
This step involves cold calling. It is the first point of contact between
the company and its potential clients.
This step is carried out as follows:
Calling the society’s contact person.
Trying to reach to the society head.
Explaining the product to the contact person.
Trying to fix a meeting with them/ arranging a product demo
preferably.
Following up with the contact person after the meeting/ technical
demo.
18
19. PLAN OF ACTION
Meeting
A field expert will go to the society and try to talk to the higher
authority of the society. This meeting involves making the client aware
of the company and its product.
Financial Agreement
This step involves Pricing and negotiation. After the pricing has been
fixed, a part of the agreed amount is to be given by the company to the
society head, if they don’t have requirements (Table, Chairs, Etc.)
which is needed then it is to be arranged by the society.
Implementation, Place inspection, Stock Migration and Delivery
After the agreement is done, the stall is put up in the society’s
hall/provided space. One or two local sales person are hired for selling
the products. Daily stock details are cross-checked.
User Acceptance Testing and Checkpoints
After selling the products to the end consumers a feedback is taken
about how effective is the product and are they willing to reorder or
buy other range of products.
19
20. TASK PHASE-1 (MARCH)
• Questionnaire Development.
• Database creation of the customers of Vanitha Max fair January-
February.
• Preparing list of Societies for Society stall program.
• Analyzing Competitors and their digital marketing strategies.
• Analysis of upcoming trend of digital marketing.
• Suggesting Cost Effective Digital Marketing Strategy.
• SWOT Analysis of Ocimum Botanical.
• Content Creation for Social Media, Wikipedia. (Designing and
content writing).
• Creating Instagram page.
• Telephonic interaction with already existing customers.
Fig.-5 20
21. SWOT ANALYSIS
Strength
• Approved by EPA (Environment Protection
Agency), USA
• 100% natural, non-toxic, biodegradable,
green, sustainable and safe.
• Each product is target specific.
• Products are biodegradable and doesn’t
leave any residue.
• Products are being tested by WHO, NIMRC
(National Institute of Malaria Research).
• Environment safe, Pet Safe, Food Safe,
Child Safe.
• Good packaging.
• Differential advantage
Weakness
High cost of delivery
• Specific target market
• Low promotions
• Restricted users/consumers
• Competitive disadvantage
• High Price
• Low stock, hence Demand and supply
managing.
Fig.-6(i)
21
22. SWOT ANALYSIS
Opportunities
Scope of R&D and Technology
advancement.
• Export potential.
• Reach to large domestic markets,
Hotels, Spas and management
companies.
• Expanding to Pan India.
• Penetration to North India.
Threats
• Replacement by other
Natural/Chemical FMCG products.
• Low rural demand.
• Building brand image in existing
FMCG market.
• Competition among chemical and
cheaper (low price) products.
Fig.-6(ii)
22
23. TRENDS THAT ARE GOING TO COME UP
IN 2018 (FUTURE TRENDS):
Mobilification:
Text messages (For Example: 2 messages per month can be broadcasted one
can be fun and other can be promotional).
ChatBot (Artificial Intelligence, AI):
Website or Facebook Chat-Bots are a new trend where people can interact
over with automatic generated chat with the Bots, as its fun and engaging to
start a conversation.
Stories:
People are more interested in story-telling so Instagram Stories and
Snapchat stories are a big hit, Also You-Tube is coming up with stories,
“Reels”.
Videos:
Live Streaming Videos, Short videos get more views and communicate
better to the audience, Facebook, YouTube & Twitter get more engagements
on video.
Social Media Influencers:
They are the people with large number of followers and can communicate
or endorse their products to their existing followers, in a form of- Blog,
Vlog or Testimony. It is different from Celebrity endorsement.
Media Properties:
News controls the conversation of the day, week or month, decides what
should be the promotional content and communication to be made.
23
24. SUGGESTION OF COST EFFECTIVE
DIGITAL MARKETING STRATEGY
• Regular Posts on Facebook, Twitter, Instagram- Videos, Live
Videos, Stop Motion videos, Posters & Pictures (New Photoshoot
of product).
• Testimony Videos of Employees, Users and Influencer.
• Online participation games/quiz/competition.
• Trending #
• Travel Kit can be promoted by famous Travelers, through
Blog/their social media handle or by holding a travel blog
competition.
• Promotion of Exhibition (Online+Offline)
• PR activities- Promotion of NoTick with HFA, Kochi.
• Making regular posts on social media handle of all festivals and
important days.
• Making a ChatBot- AI interface on Facebook Messenger
• Updating Wikipedia Page
• Updating the products on Facebook Market Place.
Fig.-7
24
25. TASK PHASE-2 (APRIL)
Supervising the Exhibition & Fair Stalls.
Sales at Vanitha Max Consumer Fair, Kottayam.
Arrangement at MACCT fair, Thodupuzha.
Maintaining customer relationship.
Content Creation & handling for Social Media.
Product Photography.
Fig.-8 25
26. VANITHA MAX CONSUMER FAIR
Vanitha Max, is one of the Kerala’s finest ever consumer exhibition.
It's complete consumer fair starting from 6th April till 16th April 2018
at Nagampadom Maidan, Kottayam.
Vanitha Max Consumer Fair is organized by Vanitha Magazine
(Mallayam Manorama) is one of the India's largest selling magazine,
brings out a shopping festival with leading brands, huge discounts,
food court, daily entertainment all under one roof.
Matchless amenities and modern infrastructure facilities, completely
covered and carpeted to ensure dust free environment for shopping.
It was organized from 6th April 2018 to 16th April 2018 but got
extended to 19th April 2018.
Fig.-9
26
27. ABOUT THE STALL AT VANITHA MAX
• Total sales from the stall was: 63,800 Rupees.
• Total number of customers bought the product was 300+
• Maximum Sales of the day: 14,300
• We gave 40% discount on all the products as a promotional and
Vishu Festival (Mallayalam New Year) offer.
• Also we were given free passes of the fair from the organizers so
we gave them as a cashback to the buyers.
Fig.-10
27
28. CUSTOMER INTERACTION
While interacting with numerous kind of customers we got different
kind of queries, For example:
1. About the ISI Certification.
2. Product for specifically Lizards.
3. Product for completely Killing-off the insects.
4. Room Freshener, Hand Sanitizer, Aromatic Diffuser Oil.
5. All in one product.
LIMITATIONS:
1. People want more soothing fragrance.
2. People don't want product that is to be applied over the body.
3. They don't want spray for body.
4. They want small packaging/sample which they can use first and
see if it’s effective and then buy the bigger packet.
5. ISI Certificate.
28
29. MACCT STALL, THODUPUZHA
• Merchants charitable & cultural Centre (MACCT) organized a
fair at Thodupuzha.
• The fair was from 29th March to 29th April 2018.
• We set up a stall for 1 week.
• Total sales: 4500/- Rupees.
Fig.-11
29
30. TASK PHASE-3 (MAY)
Doing survey and getting the questionnaire filled by local people,
analyzing the data and draw necessary results and
recommendations from it.
Making the product profile for sending it to B2B and other Clients.
Taking Online and Call orders and their Home-delivery.
Marketing Mix.
Porter’s 5 Force Analysis Model.
Product Brochure.
Differential Analysis with Diversey TASKI Products.
Fig.- 12 30
31. THE MARKETING MIX (4P’S)
Product:
100% Natural &
Chemical Free
Home Care Product.
Price:
Differential Pricing
Place:
South India, Kerala,
Chennai, Bangalore.
Promotion:
Stalls, Exhibition
and Social Media
Fig.-13
31
33. PORTER’S 5 FORCE ANALYSIS MODEL
Intensity of
competitive rivalry
HIGH Products like: Patanjali,
Kama, Herbal Strategi are
already in market
competition.
Bargaining Power of
BUYERS
HIGH As the idea of completely
Natural Product is new to
the market, people will
bargain more to new
product.
Bargaining Power of
SUPPLIERS
LOW Retailers will ask for
more margin as the
product is not popular or
familiar to the customers.
Threat of Substitute
products
HIGH Chemical products can
substitute the natural
product, even at lower
prices.
Threat of New
Entrants
HIGH Already few 100%
Natural product are there
in the market but still the
penetration is less.
33
34. TAG LINES FOR SOCIAL MEDIA
NO DRY
It can be marketed as a cosmetic and beauty product and can be
targeted to Women, as they are willing to pay more for natural
cosmetic products.
“Perfect for summers too!”
"Prevents from clogging the pores."
"Light moisturizer for summers."
“Prepares you to face the heat.”
TERRA CLEAN
“Phone ke kiye Anti-Virus leliya, But Ghar ke liye?”
NOMOS
“Mondays will come back, but Mosquitoes won’t!”
OMG- Oh! Mosquitoes Gone!
LOL- Let out Lice
BRB- Bugs removed Bro!
ROFL- Roaches on Floor Lying.
34
35. RESEARCH METHODOLOGY
1. Primary data:
Direct Personal Observation. (At Stalls).
Oral Interviews. (Telephonic Feedback)
Printed Questionnaire method. (Market Survey)
2. Secondary Data:
Secondary data was collected from company resources such as:
Sales Reports
Financial Statements
Company information
Internet etc.
3. Analysis:
The survey was conducted in Kochi, Kerala. In which the age group of
people ranged from 16-60 years, majority was in 16-30 Age group,
comprising of Women dominantly, from Allapuzha, Kottayam,
Kannur, Kozhikode, Idduki, Mysore, Trivandrum, Bangalore and
Kochi.. (Please find the attached questionnaire at Page No.- 48 to
50)
35
36. CONSUMER SURVEY ANALYSIS
1. Have you ever used any natural product(s)?
On asking this about 92.5% people said YES, and only 7.5% of people responded
to NO.
Which means, people are aware of natural products in the market and extensively
using them, this also shows their readiness and willingness to use Natural products.
2. Rank the factors (1 to 5) you look at while buying personal care and household
products.
Price, Quality, Quantity, Familiarity and Popularity.
The first priority of people were Quality, The second priority was Price, The Third
priority was Quantity, and like wise the fourth and fifth were, Familiarity and
Popularity respectively.
So, the effectiveness and quality of the product should be top-notch and as
popularity is the least influencer when people buy products, So quality should never
be compromised as people will buy product of best quality though not popular, The
Receptor Binding Technology should be pushed such a way that it claims that no
other competitor will provide such a quality with this patented technology, and its
worth the price with such technology and quality.
3. Where do you buy these products from?
The majority of people said they buy the products from SUPERMARKET, then
came Retail and Online Shopping.
So, the products should be placed in more and more number of Supermarkets and
also penetrate few Retail Shops in all the populated areas. Company can give more
margins to Supermarkets as compared to what the competitor products give them,
so they also promote the products to customers, the products should be placed in
such a position that it is visible to all the people visiting the Super Market. In Retail,
we can give some extra benefits to Retailers if they sell a particular amount of
products. For Online Shopping, Facebook Market Place can be updated regularly as
it’s a free platform from local to 200KM radius of people.
36
37. CONSUMER SURVEY ANALYSIS
4. How many times do you buy household products?
47.5% of People said they buy the products only 1 time a month, 27.5% of People
said they buy it 3 times a month and 25% of people said they buy it 2 times a
month.
So to make available our product to the majority it should be available throughout
the month in the market, as the probability of a person visiting a store is not fixed,
though it can be more in the start or end of each month so products must be there
during the 1st and last week of every month.
5. .How much do you spend on it? (Monthly)
About 45% of people said they spend More than 2000/- per month on Household
products, About 37.5% said they spend 500/- to1000/- monthly, and 17.5% said
they spend between 1000/- to 2000/-
As the majority of people spend more than 2000/- It shows the Buying Power of the
people, hence they are willing to spend more amount on household products as they
have high buying capacity. So we can go with differential pricing of the product.
6. Rank (1 to 6) the following modes which influences you to buy product(s).
TV Ads, Digital Ads, Word of Mouth, Bill Board, Radio, Magazines/Newspaper,
Others.
The first priority of majority of People was: WORD OF MOUTH, The second
priority of people were: TV Advertisements, The Third priority was Magazines
and News Papers, then Digital Ads, Bill Board, Radio and Others (Review and
Blogs), respectively.
To increase the Word of Mouth, Influencers can be reached as they have a great
number of audience, Influencers can be Paid or Free. For Free promotion if the
influencer likes the Product, its quality so they will themselves promote them for
free, whereas paid influencers can increase word of mouth but it will increase the
promotional budget. Video testimony of users can be updated over social media to
build up trust on the brand.
TV Ads can be done on local channels (they will charge a minimum of Rs. 3000/-)
for the broadcast, so that the product reaches to wide Local audience.
37
38. CONSUMER SURVEY ANALYSIS
7. Are you aware of harmful effects caused by chemicals used in hygiene/cleaning
products?
92.5% people said YES, and 7.5% said NO, So mostly the campaigns should be
made such a way that it emphasize on natural products such that they have no
harmful effects on all age groups of human and pets.
8. Do you believe natural products are safe and effective?
About 77.5% said YES, and only 22.5% said NO, As few people have perception
that Natural products are not very effective as the chemical ones, and they doubt
that they are 100% Pure Natural, or its just a scam that they are fully natural. So
some awareness campaigns can be conducted to change the perception of people
regarding them.
9. Will you prefer natural product over chemical products?
About 90% said YES, and only 10% said NO. People know about natural products
but still they are not buying them that means the visibility of the product is less, and
it is not pitched to the right audience, so Brand visibility and positioning should be
such that it reached the target audience.
11. If your favorite brand increases the price will you still buy it?
67.5% of people said YES, only 5% of people said NO, and rest 27.5% of people
said that they will consider other options. People are Brand Loyal and very few
consider to switch their brands so an Introductory offer or samples can be given to
people for a certain duration and when the brand is built up, price can be raised, as
they are willing to spend more on natural product.
12. Choose one: (A) Natural Product at Higher Price OR (B) Chemical Product at
Lower Price
Over 92.5% of people chose option (A), That means if the natural product is
positioned rightly into the market people will buy them even at high price.
38
39. YES
NO
1. Have you ever used any natural product(s)?
YES NO
Buying
place
0
10
20
30
S U P E R M A R K E T
R E T A I L
O N L I N E
O T H E R S
3. Where Do You Buy These Products From?
0
5
10
15
20
25
Quality Price Quantity Familarity Popularity
21
14 13 12 11
2. Rank the factors (1 to 5) you look at while buying personal
care and household products.
Series 1
Fig.-15
39
40. 4. How many times do you buy these products?
1 Time a Month 2 Time a Month
5. How much do you spend on it? (Monthly)
>2000 500-1000 1000-2000
YES
NO
7. Are you aware of harmful effects caused by chemicals used in
hygiene/cleaning products?
YES NO
Fig.-16
40
41. 0
2
4
6
8
10
12
14
16
Word of
Mouth
TV Ads Magazines/
News Paper
Digital Ads BillBoard Radio Other
6. Rank the following modes which influence you to buy products(s).
Priority 1 Priority 2 Priority 3 Priority 4 Priority 5 Priority 6 Priority 7
8. Do you believe natural products are safe and effective?
YES NO
Fig.-17
41
42. 9. Will you prefer natural product over chemical products?
YES NO
11. If your favorite brand increases the price will you still buy it?
YES NO Consider other options
A
No Answer
12. Choose one:
(A) Natural Product at Higher Price OR
(B) Chemical Product at Lower Price
A No Answer
Fig.-18
42
43. LIMITATIONS
Due to the availability of chemical and low-priced products people
are less likely to buy natural products also they are less likely to try
new product.
Brand awareness is low and to a very limited type of consumers, so
promotion needs to be rigorous.
The company is a startup, paid collaborations with influencers and
advertising companies is difficult due to budget cuts.
The target consumers are limited to Kerala and Southern India so
the product reach is limited.
Results from market survey analysis can not be generalized as the
data is of Southern India only.
In spite of having differential advantage there is a competitive
disadvantage as the price of the products are very high as compared
to existing competitors.
43
44. CONCLUSION
In the internship I learnt different concepts of sales and
marketing:
• Brand Awareness
• Market Penetration
• Customer Interaction
• Customer Relationship Management
• Negotiation and Pricing
• Lead Generation
• Cold calling
• Real-time meeting with the customers
• Operations and implementation
• Business development
• Customer Satisfaction
• Digital Marketing & Promotions.
44
45. RECOMMENDATIONS
• Pricing: should be competitive instead of differential.
• Promotions: The product is ‘Nature-friendly and creates no issues
or problem over skin’, should be extensively promoted.
• Good and well known influencers should be approached who are
Nature-friendly or themselves use organic products.
• Short Video, Video testimony of existing consumers can be put on
social-media to create a trust factor on the product.
• Upper-Middle class people should be targeted as the product is
class appealing and not mass appealing.
• Ad Campaign should be designed in such a way that whoever uses
the products, It should create an image into the market that the
person is woke, more aware and very conscious about his/her
skin and Nature too and that is why he/she is ready to give more
price for high-class quality.
• In Cold calling not only phone calls, E-mails, SMS Blasting
should be there but also Existing Client should be given mails (via
mailers) and updates about new product launches (Eg.- ForNo-
LIZO), about Discounts, Offers, Sale or upcoming Exhibition
because this will only given Recurring business.
• Every week malls, park and exhibitions center can be targeted.
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46. RECOMMENDATIONS
• Packaging: Samples and small quantity bottles should be introduced.
• Competitions and online quizzes can be organized for School Kids and
ask them to draw and give a tagline of their own, which could help in
coming up with new ideas for designing Ad Campaign.
• Medical Camps, Public awareness, Public Health Awareness
Campaigns (Eg.- Through Street Plays) can be conducted in various
areas regarding the harms from mosquitoes, flies and cockroach and its
prevention.
• Public Relations: At Stray Dog Kennel, Animal Hospital, With
Human for Animal (HFA Kochi)- NoTick can be Donated or promoted.
• Newspaper Ads or along with News-paper Brochure can be distributed,
Radio Ads can be done, also Ads on Local Channels.
• Travel kit can be promoted by Travelers by giveaways, so that they
post about it on their social-media platforms, or as a prize for Travel
Blogging or Travel photography Competitions, this will not only
engage more people but will also increase the reach over various
social-media platforms as people will share it with more and more of
their friends.
• During stock clearance time Buy one get one free offer can be given
to the customers.
• Bundling of two different kind of products can be done, if one is
selling out more and other is less, (Eg.- Terra Clean and No Fly) and
respectively a nominal price can be decided for the bundle.
• Coupons for discount and Gift hampers can be given when the
purchase is made, so that it binds the customer to the product.
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47. FEEDBACK QUESTIONNAIRE FOR CALLS
Hello Sir/Ma’am I am calling from Ocimum Botanical Pvt. Ltd.
You brought our product from Vanitha Max Exhibition at Kollur.
You bought NoMos.
Product for Mosquito, Mosquito repellant Spray.
How effective is the product? (Very Effective, Moderately
Effective, Not effective)
Would you like to re-order or order our other home-care
products?
Thankyou for your time.
47
48. Questionnaire about Natural Home & Health-care products.
This research is conducted to understand the consumer behavior towards
purchasing natural products over chemical. The collected data would
solely be used for research purpose and would be treated as confidential.
1. Have you ever used any natural product(s)?
Yes
No
2. Rank the factors (1 to 5) you look at while buying personal care
and household products.
Price
Quality
Popularity
Familiarity
Quantity
3. Where you buy these products from?
Supermarkets
Retail shops
Online
Other
4. How many times do you buy household products?
1 time a month
2 times a month
More than 3 times a month
5.How much do you spend on it? (Monthly)
500-1000
1000-2000
>2000
MARKET SURVEY QUESTIONNAIRE
48
49. 6. Rank (1 to 6) the following modes which influences you to buy
product(s).
TV ads.
Radio.
Magazines/Newspapers.
Digital ads.
Billboards.
Word of Mouth
Other
7.Are you aware of harmful effects caused by chemicals used in
hygiene/cleaning products?
Yes
No
8.Do you believe natural products are safe and effective?
Yes
No
9.Will you prefer natural product over chemical products?
Yes
No
10. If not, then Why? ____________________
11. If your favorite brand increases the price will you still buy it?
Yes
No
Consider other options
12. Choose one:
Natural Product at Higher Price
Chemical Product at Lower Price
49
50. Gender.
Male
Female
Other
Age.
16-30
31-45
45-60
Name: _____________________________________
Contact No.: _________________________________
Email ID: ____________________________________
Occupation: _______________
City: ______________________
What is your annual income? _____________
50
