INTERNATIONAL SCHOOL OF INFORMATICS AND

MANAGEMENT

TOPIC-CONSUMER PREFERENCE TOWARDS L’OREAL SHAMPOO IN COMPARISION TO PANTENE

HEAD AND SHOULDER’S

Submitted to - submitted by

miss geeti sharma neha sharma

Miss neha dixit pgdm 1St sem.

Pgdm/11/94

Roll no-45

CONTENTS INTRODUCTION OBJECTIVES SWOT ANALYSIS COMPARATIVE ANALYSIS RESEARCH METHODOLOGY DATA INTERPRETATION AND ANALYSIS FINDINGS RECOMMENDATION CONCLUSION

INTRODUCTION OF L’OREAL

• The L'Oréal Group is the world's

largest cosmetic and beauty

company .

.It has developed

activities . .Concentrating on hair

colour, skin care, sun

protection, make-

up, perfumes and hair care.

.The company is active in the

 dermatological and pharmaceutical

fields .

.L'Oréal is a listed company.

. L'Oréal also owns a Hair

and Body products line for

kids called L'Oréal Kids.

.The

slogan for which is

"Because we're worth it

too".

.February 2011: L'Oreal will

have the largest factory in

the Indonesia. 

SWOT ANALYSIS STRENGTH 1) Largest seller of haircare and beauty products in the world.2) Company has advantage of economies of scale in packaging and advertising. 3) There is high brand loyalty but a willingness to try new products. 4) Many women use more than one fragrance. 5) Products are available in many outlets.

WEAKNESS 1) Decentralized organizational structure that can make control difficult.2) Distribution channel still in the nascent stage in India. 3) Minimal products differentiation between cosmetic companies. 4) Coordination and control of activities.

OPPORTUNITY 1) Concentrate along with hair-styling and color, skincare,& cosmetics in other shampoo like hair shampoo, hair oil which holds the fastest growing field in india.2) New potential markets.3) Rise of organic and natural cosmetics.

THREATS 1) L'Oreal's products are luxuries that could be hurt by an economic downturn. 2) A potential for monopoly that restricts it from entering into large mergers. 3) Change in consumer preferences. 4) Growing competiton.

COMPARATIVE ANALYSIS OF LOREAL,PANTENE ,HEAD AND

SHOULDER’S

BASIS LOREAL PANTENE HEAD AND SHOULDER’S

PARENT COMPANY

Eugene Scheller.

Procter and Gamble.

Procter and Gamble.

CATEGORY Personal care brands-Hair care.

Personal care brands- Hair care

Personal care brands-Hair care.

SECTOR FMCG FMCG FMCG

TAGLINE/ SLOGAN

Because we are worth it.

For hair so healthy it shines

Dandruff care for great looking hair.

USP Loreal thus positioning itself as not just a basic shapoo but one that made.

One of the premium and popular variant of pantene shampoo.

One of the strongest contenders in dandruff shampoo market.

SEGMENT Variants of the products for people with different hair texture and with different problems like split ends, dullness, roughness and hairfall.

Variants of the products for people with different hair texture and needs.

Anti dandruff segment with smooth hair.

TARGET GROUP

Loreal target higher, middle class people. Loreal also target on young girls,womens and boys also, who are brand conscious.

Women who are concerned about the beauty and health of hair and are ready to spend for it.

Higher, middle class people who are brand conscious, early adaptors and who care about the overall health of their hair.

POSITIONING

All the ingredients present in shampoo helps a great deal and making hair soft and smooth.

Take care of different types of hair and is satisfies basic needs of hair care.

Removing dandruff and nourishing hair.

RESEARCH METHODOLOGY

The data had been used to cover various aspects like consumption, consumer’s preference and customer’s satisfaction regarding loreal,pantene,head and shoulder’s. In collecting requisite data and information regarding the topic selected and collected the data.

Location : Jaipur Sample Type : Random. Sample Size : 50 Users (between

age

Group of 25-45)

Data Type : Primary data. Data Collection Tool : Questionnaire. Data Presentation Tool : Pie

charts.

DATA INTERPRETATION AND ANALYSIS

WHICH BRAND YOU PREFER WHEN YOU BUY SHAMPOO?

INTERPRETATION- Out of 100% , 50% people preffered loreal shampoo ,30% preferred pantene , 12% prferred head and shoulder , 8% clinic plus.

50%

30%

12%8%

Sales

LorealPanteneHead and ShoulderClinic plus

FROM HOW LONG YOU ARE USING THIS BRAND ?

INTERPRETATION- Out of 100% , 32% people are using their brands from 1-2 year , 26% people are using from 2-3 years , 22% people are using from more than 1 year,20% people are using from less than 1 year. .

32%

20%22%

26%

Time Period

From 1-2 yearLess than 1 yearFrom more than 1 yearFrom 2-3 year

WHY THIS BRAND ONLY ?

TNTERPRETATION- Majority of people use their favrouite brand becauseof combination of following features- price , quality , avaialability . 24% out of 100% use their brand because of the offered price , 18% use their brand because of the quality offered by the product and 16% because of the availability of the products

18%

24%

16%

42%

REASONS

QualityPriceAvailabilityAll of the above

DOES SALES PROMOTION/ADVERTISEMENT INFLUENCE YOUR DECISION?

INTERPRETATION- Sales promotion or advertisements influence people’s descision greatly ( 70% out of 100% ). Rest are unaffected by the promotion stratergies .

70%

30%

DECISION

YesNo

DO YOU THINK L’OREAL CHARGES REASONABLE PRICES FOR THE QUALITY THEY DELIVER IN THEIR SHAMPOO PRODUCTS?

INTERPRETATION- 66% people are in the view that loreal charges reasonable charges for the quality they deliver , 22% think that sometimes they charge reasonable prices , rest are in the view that they rarely charge reasonably.

66%

22%

12%

Reasonable Prices

Many a timesSometimesRarely

ACCORDING TO YOU, WHICH GENERE OF PEOPLE MOSTLY PREFER LOREAL SHAMPOO?

INTERPRETATION- out of 100%, 36% elite class people using Loreal shampoo ,22% high class people prefer this shampoo, 22% medium class people prefer, 36% all of the above prefer.

36%

22%22%

36%

Class

Elite classHigh classMediumAll of the above

DO YOU THINK L’OREAL KEEPS ON ADDING NEW FEATURES/INNOVATING THEIR PRODUCTS?

INTERPRETATION- Loreal scores high on innovation . 64% out of 100% think that they keep innovating their products , 22% think that sometimes they innovate their products 10% think that rarely they innovate their products.

64%4%

22%

10%

Innovation

YesNoSometimesRarely

WHAT DO YOU THINK ABOUT AVAILABILITY OF LOREAL SHAMPOO?

INTERPRETATION- Loreal also scores high on avaialabilty .56% out of 100% think that these products are very easily available ,20% think that it is rarely available , 20% think that it is sometimes available.

56%

20%

20%

4%

Availability

Easily availableSometime availableRarely availableNot available

DO YOU FIND PACKAGING OF LOREAL SHAMPOO ATTRACTIVE?

72%

28%

Packaging

YesNo

INTERPRETATION- OUT of 100%, 72% people think that yes packaging of Loreal shampoo attractive ,28% think that packaging of Loreal not attractive.

YOUR OPINION ABOUT LOREAL SHAMPOO?

INTERPRETATION- Loreal is mostly accepted by majority of people 54% out of 100% think that its an excellent product,32% people think that its an good product,12% people think that its average product, 2% think that its an poor product.

54%

32%

12%2%

Opinion

ExcellentGoodAveragePoor

Opinion

IF ANOTHER BRAND OF THE SAME PRODUCT APPEARS IN THE MARKET, WILL YOU PREFER TO STOP BUYING THIS BRAND AND BUY THE NEW BRAND?

INTERPRETATION- 62%Out of 100% are brand loyal , they will not change their brand even if same product of different brand appears in the market . 20% are doubtful about their decision , 12% may consider new brand , and rest 6% are willing to change their current brand.

62%

12%

6%

20%

Brand loyalty

No,not at allI may considerYesCan't say

FINDINGS Out of 100% , 50% people preffered loreal shampoo ,30%

preferred pantene , 12% prferred head and shoulder , 8% clinic plus.

Out of 100% , 32% people are using their brands from 1-2 year , 26% people are using from 2-3 years , 22% people are using from more than 1 year,20% people are using from less than year.

Majority of people use their favrouite brand becauseof combination of following features- price , quality , avaialability . 24% out of 100% use their brand because of the offered price , 18% use their brand because of the quality offered by the product and 16% because of the availability of the products.

Sales promotion or advertisements influence people’s descision greatly ( 70% out of 100% ). Rest are unaffected by the promotion stratergies .

66% people are in the view that loreal charges reasonable charges for the quality they deliver , 22% think that sometimes they charge reasonable prices , rest are in the view that they rarely charge reasonably.

RECOMMENDATIONS

Observation of the market Competition analysis Competitive advantages Early market entry Growing competition

CONCLUSION

L’ORÉAL is the world market leader in cosmetics.

They are very innovative and invest a lot of money in research and development .

Products are positioned in the high-priced segment because of their high quality .

They offer well coordinated products for different target groups.

To keep their strength alive they have to observe their quality of product to ensure the long-term economic success at the market.