MARKETING RESEARCH PROPOSAL 2

HERBAL FACE CREAM

Section C – Group 1

Submitted to: Dr. M R Suresh

Team Members
Ankitha Nayak B 19129
Harshitha H S 19141
Monica P M 19150
Naresh Holla 19151
Nishan N 19153
Syeda Zaiba 19180

Date of Submission: 11/03/2020

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Table of Contents

BACKGROUND..................................................................................................................................2
WORKING DEFINITION.................................................................................................................2
DECISION MAKING CONTEXT.....................................................................................................3
RESEARCH PURPOSE.....................................................................................................................3
UNIQUE SELLING PREPOSITION................................................................................................3
RESEARCH BOUNDARY.................................................................................................................4
RESEARCH OBJECTIVE.................................................................................................................4
RESEARCH QUESTIONS.................................................................................................................4
RESEARCH APPROACH.................................................................................................................4
RESEARCH HYPOTHESIS..............................................................................................................5
SAMPLING PLAN AND SIZE..........................................................................................................5
INFORMATION RESOURCE PLANNING TABLE......................................................................6
QUESTIONNAIRE.............................................................................................................................6
DUMMY TABLE................................................................................................................................8

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BACKGROUND

This Proposal talks about the face cream which we will be taking into study. Here we have
taken herbal face cream into consideration. First, we are giving a brief description about the
product, next we will talk about the company which we have taken into consideration, we
will also talk about the features of the product. In order to find the key reason for consumers
thinking to buy herbal face cream, we have come up with various methods of collecting
information regarding it.

COMPANY PROFILE

The Holla Drug Company is an Indian company established by Holla sons in 1940 and based
in Bengaluru. It produces health care products under the name Holla Herbal
Healthcare whose products include ayurvedic ingredients. It is spread across locations
in India

The company has more than 290 researchers that utilise ayurvedic herbs and minerals Holla
Global Holdings Ltd. (HGH) is the parent of The Holla Drug Company worldwide. It is also
the global headquarters of all Holla subsidiaries.

The Company is well known for not compromising on quality and for continual product
innovation. The most thorough research and development, the most careful selection of
materials, the best manufacturing practices and the strictest quality control - all go into
making the products which are trusted by the millions of families using them.

WORKING DEFINITION
The cosmetic cream that is applied on your face to make the skin softer, less dry and also to
enhance the complexion. It provides a soothing and moisturizing effect when applied to the
skin. It is an emulsion in which the fat predominates, but the cooling effect produced when it
is applied is due to skin evaporation of water contained.

ABOUT FACE CREAM

Face creams have been used for centuries already. Using and applying face creams is
essential for every skin type and for every age. Face creams protect the skin from the
environmental aggression's, from dehydration and keep the skin healthy-looking.

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 Some characteristics of face cream should have

 Herbal Fairness Cream Is Enriched with Wonderful Herbal Ingredients

 Can Gently Lighten Skin
 Clears Spots & Blemishes
 Gives You Fairness with An Even Tone.
 It Gives Beautiful and Healthy Complexion. Skin Can Become
1. Smooth
2. Supple
3. Flawless
4. Radiant

DECISION MAKING CONTEXT

 Using the marketing research techniques, we would be able to get a better clarity
regarding information collection from a certain number of people who would prefer
herbal face creams over cosmetic face cream.
 We would also be able to get a clarity of the usage of herbal face creams with other
strong competitors in the market. Overall, we expecting to meet the research objective
which we have in our proposal.
 Help use to take the decision whether to launch the product in Mysore so that the
brand image as well as sale will grow more than expected.

RESEARCH PURPOSE
1) To know whether the consumers are ready to switch to herbal face cream or not.
2) To launch the product in Mysore or not.
3) To know the usage rate of competitors products vis-a-vis herbal cosmetics.
4) To create awareness regarding the same among women about the benefits of herbal
face creams and persuade them to use the product.

UNIQUE SELLING PREPOSITION

Herbal Fairness Cream is enriched with Herbal Ingredients which can Gently Lighten
Skin, Clears Spots and gives you Fairness with An Even Tone. Also, the herbal face cream
has the following features:

 Gentle over time which don’t contain unnecessary fillers or irritants. 

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  No side effects as it does not contain any harmful chemicals
 It Gives Beautiful, Healthy Complexion, prevents wrinkles and age spots and reduces
acne breakouts.
 Contains the features which makes the skin Smooth, Supple, Flawless, Radiant.
 Environmental-Friendly as the ingredients in herbal beauty product are produced
organically.

RESEARCH BOUNDARY
The market research is to know about the current trend in the market and whether it is
suitable to launch the product in the market of Mysuru.

RESEARCH OBJECTIVE
 To understand the behaviour/willingness of the customer whether they would buy
the herbal face cream with the added functionalities, in the Mysore market.
 To understand whether Mysore market would be accepting herbal cosmetics
changes in such products or not.
 To determine the current trend in the market in herbal face cream segment.

RESEARCH QUESTIONS
 Is achieving a healthy skin important to the consumers of the targeted boundary or
area?
 Which face cream do they currently use?
 Gender and the age group of the consumers and also the education level in the
particular area should be studied.
 It’s important to know is there any relationship between the income and the
purchasing of the product.
 Do the consumers use samples before buying face cream products?
 On average, how much do the consumers spend on face cream each month?
 Prior usage of the face cream by the consumers and also to know whether the
consumers are open for trying out new herbal face cream?

RESEARCH APPROACH
The preliminary research approach that has been used to clarify the nature of the problem to
be solved with the concerned product category is Exploratory research approach. Exploratory

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research can add quality and insightful information to a study and is vital to a study.
Exploratory research allows the researcher to be creative in order to gain the most amount of
insight on a subject. 

RESEARCH HYPOTHESIS
 H0: There is no particular preference for herbal face cream.
 H1: There is a particular preference for herbal face cream.

 H0: The herbal face cream is not better compared to the conventional face cream.
 H1: The herbal face cream is not better compared to the conventional face cream.

 H0: There is no relationship between the gender and age group for the choice of
the herbal face cream
 H1: There is a relationship between the gender and age group for the choice of the
herbal face cream.

 H0: There is no relationship between the Income and purchasing of the face
cream.
 H1: There is a relationship between the Income and purchasing of the face cream.

SAMPLING PLAN AND SIZE

 Respondents: Female customers, College students, beauty parlor experts and retailers.
 We will meet female customers near Malls, Cosmetics shops, colleges, parks and also,
roll out the google forms.
 We will meet students in lunch breaks and after college hours.
 We are planning to take 80-100 respondents from consumers, 5-10 respondents from
beauty parlor and 5-10 respondents from retailers.

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INFORMATION RESOURCE PLANNING TABLE

Source of Primary/ Secondary Information Measurement

information Points approach
Customers (Female) Primary  Do the Nominal scale
customers
prefer
Herbal face
cream?
 If yes then
which
brand are,
they using Ordinal Scale
and why?
 Brand
awareness
 Income
group
 Brand
Loyalty
 Gender and
age group

Retailer Primary  Purpose to Nominal Scale

buy the
Face cream
 Price Ordinal Scale
 Brand
preference

Beauty Parlor Primary  Readiness Nominal Scale

to use
 Need for Ordinal Scale
the product
 Price
 Brand
preference

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QUESTIONAIRE

Q1. Have you ever used herbal face cream?

 Yes
 No
 
Q2. How frequently do you Use Face creams?
 Daily
 2-3 times a week
 Once a week
 2-3 times a month
 Once or twice a year
 
Q3. Which of the following Face creams have you used mostly?
 Lakme
 L’Oréal
 Avon
 Maybelline
 Mac
 Other
 
Q4.  How many different brands of face creams do you use?
 Single brand
 2 brands
 3 brands
 More than 3 brands

Q5. Would you like to switch to herbal face creams in future?

 Yes
 No
 Maybe

Q6. Do you have any allergic problem?

 Yes
 No
 Don’t Know

Q7. How often do you use moisturizers or facial creams, including night creams?
 Once a Day

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  Twice a day
 Twice in a week
 Three time in a week
Q9. How do you describe your Skin Tone?
 Fair
 Moderate
 Dark

Q11. What is your Skin Type?

 Rough
 Smooth
 Dry
 Oily
 Clean and fair
 Spotted

Q12. Mark your opinion on the Herbal Face Cream statements below:

Particulars Strongly Agree Neutral Disagree Strongly

Agree Disagree

Herbal creams are more

subtle and gentle for skin

Herbal face creams are

not having any side
effects
Herbal face creams are
cost effective

I would prefer to use

herbal face creams than
other cosmetics
I would like to replace
my foundation creams
with one herbal cream
Herbal face creams will
not result in any allergies
and itching

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DUMMY TABLE

Usage and Benefit Percentage of sample Percentage of sample not

Grouping willing for the benefit willing for the benefit
Usage of the product
Cleansing action
Soothing effect
Sun Protection
Moisturizing effect
Even tone
Shift to herbal product
Glowing skin
Antiseptic Properties
Freshness