PRESENTATION ON INTERNSHIP PROGRAM DONE
AT THE EnQ
Presented By
SUBHANKAR BHATTACHARJEE
ROLL NO. :- 51
SESSION:- 2018-2020
Eastern Institute for Integrated Learning in Management, Kolkata
(Affiliated to Vidyasagar University)
LOGO AND TAGLINE OF EnQ
IF YOU HAVE A DREAM TO BECOME AN ENTREPRENEUR, THE ENQ IS THE
ANSWER
PROJECT TOPIC
SCOPE OF A NEW MEN CARE
BRAND IN THE COSMETIC
MARKET(HAIR
SERUM&BEARD OIL)
EXECUTIVE SUMMARY
This study uncovers the impact, utility and effectiveness & efficiency of
marketing strategies of EnQ on the success of cosmetic industry. A special
emphasis is laid down on EnQ cosmetics.
The project begins with detailed information about marketing strategies and
the impact of measuring customer satisfaction in cosmetic industry. Further,
it covers topics as data collection tools and research methodology used for
the project. Then it gives a complete analysis of the data collected and it is
then used to reach to a conclusion. The study took nearly 2 months to
complete. The study is useful for the better understanding of marketing
strategies towards the EnQ cosmetic industry.
As this study is confined to EnQ, it covers an analysis of consumer behavior,
attitude, perceptions, marketing strategies and satisfaction with respect to
EnQ as a BRAND in cosmetic industry.
INTRODUCTION TO GLOBAL
COSMETIC MARKET
The global cosmetic products market was valued at USD 532.43 billion in 2018, and is
expected to reach a market value of USD 805.61 billion by 2023, registering a growth rate of
7.14% during 2018-2023. Skincare, hair care, make-up, perfumes, toiletries and deodorants,
and oral cosmetics are the main product categories of the cosmetic market. Skincare was the
leading category, accounting for about 36 percent of the global market. Hair care products
made up a further 23 percent, while make-up accounted for 18.2 percent in 2018. As of 2018,
Asia and Oceania was the industry leader, accounting for approximately 40 percent of the
global market. Between 2018 and 2023, the Asia Pacific mass beauty market is projected to
grow by nearly 14.9 billion U.S. dollars in sales. Skin care has been forecast to remain the
most profitable product category, as its market value is projected to grow. The production of
cosmetics and beauty products is controlled by a handful of multi-national corporations –
L'Oréal, Unilever, Procter & Gamble Co. , The Estee Lauder Companies, Shiseido Company,
and Lancôme to name a few. As of 2018, the French cosmetics company L'Oréal was the
leading beauty manufacturer in the world, generating about 28.6 billion U.S. dollars in
revenue that year. The company owns the leading personal care brand worldwide, L'Oréal
Paris, valued at 23.89 billion U.S. dollars in 2017 . The market leader was also one of the
leading companies in cosmetic innovation , registering a total of 314 patents in 2017. The
study also emphasizes on various distribution channels, such as direct selling, supermarkets,
specialty stores, pharmacies, and salons.
INTRODUCTION TO INDIAN
COSMETIC MARKET
SIZE OF THE INDUSTRY
The size of Indian Cosmetic Industry globally is $ 274 billion, while that of the Indian cosmetic industry is
$ 4.6 billion.
Market Capitalization
According to analysis and figures given by the Confederation of Indian Industries (CII), the total Indian
beauty and cosmetic market size currently stand at US$950 million and showing growth between 15-20%
per annum.
Output per Annum
Industry sources estimate a rapid growth rate of 20% per annum.
Percentage in World Market
The overall beauty and wellness market that includes beauty services stands at bout US$2,680 million,
according to estimates.
The market size of India’s beauty cosmetics and grooming is expected to touch $35 billion by 2035 from
the current level of $6.5 billion says the joint study undertake by ASSOCHAM– MRSSIndia.com. The study
has revealed that the consumption pattern of cosmetics among teenagers went up substantially between
2005 and 2017 because of increasing awareness and due to the desire to look good and over 68 per cent
of young consumers in big cities prefer to buy online beauty and grooming products 45 per cent of
consumers tend to buy cosmetics and apparels from any shop of their convenience rather than a single
shop.
The Indian men’s grooming market witnessing a growth of more than 42 per cent in the last five years
the growth is faster than the growth rate of the total personal care and beauty industry in India. Since
the Indian consumers tend to purchase natural and herbal cosmetics products, the herbal cosmetic
industry is expected to grow at a rate of 12 per cent in india.
COMPANY PROFILE
NAME OF THE COMPANY: The entrepreneurship quotient
HEAD QUARTER LOCATION: Surat, started from 15thjune 2017
BUSINESS OF THE COMPANY: Theyare launching cosmetic products in online and
offline both. They have 24 cosmetic brands and 5 wealth care products every
brands have individual owner and In other side they are building entrepreneur.
SPREAD OF THE COMPANY: In amazon, snapdeal,flipkart,nykaa they have their
products there, and in offline they have covered premium and local salon like
TONY & GUY, HEAD & TURNER, TURN YOUR HEAD,PONY UP,MAKE OVER etc.
COMPANY PRODUCT: Cosmetic products(Orange &Aloevera Hydrating Facial Gel,
Cooling Ment& Melon Shower Gel, Aloevera&Moringa Hydrating Facial Gel,
Organic Green Tea Shower Gel, Magical Moringa Face wash, Hair Mist Spray, Hair
Serum,).In wealth care products they have(Green
Coffe,Moringa,BonesticKacchaAam,Bonestic Orange).
COMPETITORS: Loreal, O3+,Matrix, Lotus, Wella,Schwarzkoph.
SALES TURNOVER IN 1 YEAR: 1.5crore
TARGET TURNOVER IN 1ST YEAR: 6.5 crore
TARGET TURNOVER IN 5TH YEAR: They will Make 1 million successful
entrepreneur ,100million doller
BROAD STRATEGY PLANNING: They have 5 different project and 1 consulting
poject.They covered 18 states and more than 32 cities. Now they have 443
entrprenuers and 23 brand owners.They will bring 10 brands on amazon best
sellers.
MISSION&VISION: To develop 1 million entrepreneurs with a life of Health
Wealth and freedom of time by the year 2025.
The Entrepreneurship Quotient was founded in 2017 with a single mission: to
develop 1 million entrepreneurs with a life of Health Wealth and freedom of time
by the year 2025.
In THE EnQ we believe that every individual is born with an idea of
entrepreneurship, a constant thrive to evolve, grow and make his or her life
simpler, this entrepreneurial factor we define as The Entrepreneurship Quotient.
Working on improving this factor (EnQ) will help in creating more entrepreneurs
resulting in individual's own growth as well as contributing to the nation's
economy.
We are providing every individual a platform to learn as well as implement basics
of building any business, we are helping them to create their own market, own
brand and nurturing their new Ideas.
Here at EnQ we believe that the ultimate goal of an entrepreneur is to establish
himself as a brand and become a thought leader in the society.
"We are there to help you become one".
More than 90% of highly potential people are actually doing jobs and working for
others as they are scared to step into Entrepreneurship because of various risk
factors.
We at The EnQ provide you a risk free platform to start and sustain your business
without compromising on your primary source of income which leads to a stable
business growth.With the help of our strong team we are working on various
levels of Entrepreneurship.
We have basic as well as advance level of entrepreneurial platforms and we are
working towards empowering the most deprived sections of the society with our
Social Entrepreneurship programmes.
COMPANY DIRECTORS
JAYVANT JANI NISHIDH GORADIA ARNAB SENGUPTA
PRODUCTS (HAIR SERUM & BEARD
OIL)
Segment and class
EnQ company focus towards the upper-middle class parlour’s
where they have more demands and also in the placement of
our product done in a closer beauty parlour. Now a day’s
parlour demand has been increased and we are giving our
best service to the parlour and the end customer.The parlour’s
are using numbers of brands like
loreal’s,Matrix,Streax,Schwarzkopf,Habibs,etc. so we want to
give the parlours the best products at reasonable premium
range without any wastage and which includes natural extract
and that is totally made in india.
Each of our products contains a combination of
extracts of different herbs to protect, heal and enhance the hair
and beard.
Product profile
The EnQ Hair Serum, Nourishing and Frizz Control Serum, 60ml, Price
Rs. 799
Product description:-
The ENQ Hair Serum Free Fro Harsh Chemicals, It Contains No
Sulphate, No Mineral Oil, and No Paraben. The ENQ Serum Is Best
Applied on Just Washed Hair, So Make Sure Your Hair Is Towel-dried or
Slightly Damp. Depending Upon the Length and Density of Your Hair,
Take-Two to Six Drops of the Hair Serum in Your Palm and Rub It
Properly on Both Palms to Mix Well and can apply it for long time
shinny hair.
FEATURES & DETAILS
(1)Silky, Shiny, Healthy Hair - This smoothing serum can be used as a
detangler, conditioner, heat protectant, styling and finishing aid for all
hair types.(2)Ideal For Men & Women both
(3)Gives Shiny Hairs
INGREDIENTS:
CYDOPENTASILOXANE,DIMETHICONE,CYDOPENTASILOXANE IN
DIMETHICONOL
HAIR SERUM
SL.NO Points of THE ENQ LOREAL’S MATRIX SHAHNAZ SCHWARZKOP HABIBS
difference HUSAIN F
1 PRICE 799 250-575 120-250 550-2720 950-1800 250-310
2 QUANTITY 60ML 50ML 100ML 50G 50ML 100ML
3 TARGET MEN AND MEN AND MEN AND MEN AND MEN AND MEN AND
MARKET WOMEN(15- WOMEN(18- WOMEN(18- WOMEN(18- WOMEN(18- WOMEN(18-
65 AGE) 55 AGE) 45 AGE 60 AGE) 45 AGE) 40 AGE)
4 BRAND USP SILICON FREE MOVIE STARS LARGET HAIR HIGH BRAND ENSURES A WELL
PRODUCT AND CARE RECALL VALUE PROPER KNOWN
WITH HERBAL CELEBRITIES COMPANIES IN QUALITY FOR BRAND
EXTRACTS AS BRAND THE WORLD HAIR AS WELL OFFERING
AMBASSADOR AS TREND PRICES WHICH
S AND STYLE ARE
MARGINALLY
MORE THAN
LOCAL
SERVICE
5 CUSTOMER E-COMMERCE E-COMMERCE E-COMMERCE E-COMMERCE E-COMMERCE E-COMMERCE
SERVICE AND DIRECTLY AND RETAIL AND RETAIL AND AND DEAL AND RETAIL
FROMTHE SHOP SHOP PREMIUM WITH THE
COMPANY RETAIL SHOP COMPANY
The EnQ BEARD OIL,60ML,PRICE-RS.799
PRODUCT DESCRIPTION
Healthy beard growth helps in nourishment and gives the beard
strength and growth. Say goodbye to an itchy,scratchy beard-Get rid
of the dreaded beard uff!
Just place a few drops of beard oil in the palm of your hand and
massage into your skin ant the roots of your beard. One application
lasts all day and your beard will feel excellent as well as look great.
All natural, no paraben, no silicon. Products you can feel good about.
All of our products are 100% natural. This is your body take care of
what you put on it and what you put in it- you only get one.
FEATURES
(1) IT MOISTURIZES FACIAL HAIR AND THE SKIN BENEATH.
(2) IT SOFTEN THE SKIN AND GIVES SHINE TO THE HAIR.
(3) IT HELPS IN DRY SKIN AND SOLVES ITCHING PROBLEMS.
BEARD OIL
SL.NO Points of THE ENQ BEARDO THE MAN WISH CARE URBAN BRYLCREEM
difference COMPANY GABRU
1 PRICE 799 750 350 800 350 550
2 QUANTITY 60ML 50ML 30ML 200ML 30ML 50ML
3 TARGET MEN (18-60 MEN (18-45 MEN (18-45 MEN (18-60 MEN (18-45 MEN (18-45
MARKET AGE) AGE) AGE AGE) AGE) AGE)
4 BRAND USP SILICON FREE AN YOUNG QUALITY AND PREMIUM WE WANT TO A WELL
PRODUCT EMERGING SELECTION OF NATURAL BRING HIGH KNOWN
WITH HERBAL BRAND FOR HAND PICKED CASTOR OIL QUALITY BRAND
EXTRACTS TODAY’S NATUAL PRODUCTS WHICH WAS
YOUNG INGRADIENTS FOR MEN.WE LAUNCHED
GENERATION WANT OUR DURING
CUSTOMERS WORLD WAR 2
TO HAVE A AND NOW
GREAT STILL
EXPERIENCE CONTINUING
WITH OUR
NATURAL
PRODUCTS
5 CUSTOMER E-COMMERCE E-COMMERCE E-COMMERCE E-COMMERCE E-COMMERCE E-COMMERCE
SERVICE AND DIRECTLY AND AND DIRECTLY AND AND DIRECTLY AND
FROMTHE PREMIUM FROMTHE PREMIUM FROM THE PREMIUM
COMPANY RETAIL SHOP COMPANY RETAIL SHOP COMPANY RETAIL STORE
TECHNOLOGY USE IN EnQ
1. The company has its own integrated software for
managing data and process and that is done through
their website i.e. theenq.in
2. All the data during our survey has to be updated in the
excel sheet.
3. All order of the regional office for stock maintenance is
done through the website.
SANKALP
Sankalp is a global information technology solutions
company. They specialize in providing E-commerce
solution, direct marketing software & Mobile software
development.
1. The Website and Software which EnQ using is
developed by a company named Sankalp.
2. They are also providing the EnQ Company the SMS
gateway for sending messege.
3. Payment Gateway.
PROCESS DIAGRAM OF EnQ (HOW
KOLKATA BRANCH MAINTAIN
THEIR STOCKS)
ORDER
PLACED
BY SENIOR
MANAGER
THROUGH
THEIR
WEBSITE ORDER
ORDER RECEIVE
RECEIVE BY THE
AND MAIN
UPDATE HEAD-
TO OFFICE(SU
DATABASE RAT)
ORDER
PROCEES ORDER
AND SHIFT SEND TO
TO THE WAREHOU
KOLKATA SE
HEAD- MANAGER
OFFICE
CONFIRM
ORDER BY
WAREHOU
SE
MANAGER
HOW CUSTOMER’S ORDER AND
GET THE PRODUCTS
WE SELL OUR PRODUCTS TO-
1. PREMIUM SALON’S/PARLOUR’S:- THE SALON ORDER THE
COMPANY PRODUCTS BY DIRECT CALLING TO THE SALES
MANAGER AND THE PRODUCTS ARE THEN SHIPPED BY THE
COMAPANY’S DELLIVERY STAFF.
2. INDIVIDUAL CUSTOMER’S:- THE COMPANY IS DEALING ALSO
WITH THE ONLINE E-COMMERCE PORTAL
LIKE(AMAZON,FLIPKART,SNAPDEAL AND NYKAA) TO REACH
THE MAXIMUM CUSTOMER’S.
BENEFITS OF ERP
• WE CAN GET THE REAL TIME DATA.
• WE CAN ADD THE DETAILS OF THE PLACES WHICH WE ARE
VISITED INSTANTLY.
• ORDER CAN BE PLACE INSTANTLY.
• INCREASE EFFICIENCY.
Distribution Network
EnQ does not have any distribution network. The company distributes its product directly to the parlour/salon through the
regional office as it helps to pass the profit directly to the parlours/salons. EnQ’s commitment to develop a success through
innovation and identifying the needs of an evolving beauty market has seen a refresh brand identity in 2018 and a striking
redefinition of our company.
Number of Parlours:
EnQ is at present working with 50 parlours in the cities, across Kolkata. EnQ's commitment to develop a success through
innovation and identifying the needs of an evolving beauty market for parlour which has shown a refresh brand identity in 2018
and a striking redefinition for our company.
Advertising:
EnQ advertisement is via ecommerce, social media, and while selling our product offline we promote our brand with parlour.
Promotional Events:
EnQ have lots of events throughout the year as a example workshop, Exhibition, seminar, participation in cultural activities, in
colleges talks, speeches on women empowerment through entrepreneurship, etc. These all creates lots of promotion and make
a attraction towards our product.
Human Empowerment program
EnQ is also doing social empowerment program in Kudumbashree at kerala. Kudumbashree is the women empowerment and
poverty eradication program, framed and enforced by the State Poverty Eradication Mission (SPEM) of the Government of
Kerala. It is helping to understand the basic of marketing and cottage scale industry.
Future Diversification Plan:
EnQ main goal is to focus toward herbal and natural cosmetic products because it has demand in Indian Parlour and by the side
we will also focus chain salons in Kolkata. Focusing towards for the chain retail shop in Kolkata ,districts. Planning to open the
training institutes for our technician who helps them to execute well and make our customer to convince. EnQ will also be
launching 100 brands of cosmetic products within a year, and the main focus of EnQ is to establish 1 million entrepreneurs
within 5 years.
RESEARCH METHODOLOGY
TYPE OF RESEARCH DESCRIPTIVE RESEARCH
DATA TYPE PRIMARY DATA
SAMLING SIZE 50 SURVEY
SAMPLING METHOD RANDOM SAMPLING METHOD
SAMPLING TOOL STRUCTURED QUESTIONNAIRE
ANALYSIS TECHNIQUES TABLE & PIE CHART
OBJECTIVES OF THE STUDY
(1) To get the necessary input from the market for the pre launching purpose
of a Herbal Beauty Product.
(2) To study the Herbal cosmetic Industry as a whole and to identity the
potential market(HAIR SERUM&BEARD OIL).
(3) To Analysis the Herbal cosmetic product profile of Beauty Saloon.
(4) To Analysis the packing and pricing position of Beauty Saloon.
(5) To study the media mix use by the parlour.
DATA ANALYSIS
SALON ACCORDING TO ZONE
NORTH
SL NO. PLACE NO. OF PERCEN
SALON LOCATION
OF SALON/P TAGE OF
SALON/P ARLOUR SALON/P
ARLOUR ARLOUR
%
RAJARHAT
1 LAKE TOWN 8 17.02 8.51 LAKE TOWN
(9%) 17.02
2 SALT LAKE 10 21.28 (17%)
BARASAT BARRAKPUR
6.38 12.77
3 BAGUIATI 5 10.64 (13%)
(6%)
4 KESTOPUR 3 6.38
SALT LAKE
5 KAKURGACHI 5 10.64 21.28
(21%)
6 DUM DUM 3 6.38
BARASAT DUM DUM KAKURGACHI
7 3 6.38 6.38 10.64 BAGUIATI
(6%) (11%) 10.64
8 BARRAKPUR 6 12.77 KESTOPUR (11%)
6.38
RAJARHAT (6%)
9 4 8.51
TOTAL 47 100
CENTRAL
SL NO. PLACE NO. OF PERCEN
SALON LOCATION
OF SALON/P TAGE OF
SALON/P ARLOUR SALON/P
ARLOUR ARLOUR
%
SEALDAH PARK CIRCUS
21.05 15.79
1 PARK CIRCUS 3 15.79 (21%) (16%)
2 BHAWANIPUR 4 21.05
PARK STREET SOVABAZAR BHAWANIPU
3 4 21.05 10.53 R
(11%) 21.05
SHAYAM (21%)
4 2 10.53 SHAYAM
BAZAR
BAZAR
SOVABAZAR 10.53
5 2 10.53 (10%)
PARK STREET
21.05
6 SEALDAH 4 21.05 (21%)
TOTAL 19 100
SOUTH
SL NO. PLACE NO. OF PERCEN
SALON LOCATION
OF SALON/P TAGE OF
SALON/P ARLOUR SALON/P
ARLOUR ARLOUR
%
BEHALA
1 GARIA&PATULI 7 17.5 10
(13%) GARIA&PATU
JADAVPUR LI
2 5 12.5 17.5
BAGAJATIN&G SONTOSPUR (23%)
3 6 15
ANGULY &AJOY
NAGAR
BAGAN
12.5
4 RASHBIHARI 4 10 (16%)
SONTOSPUR& JADAVPUR
5 5 12.5 12.5
AJOY NAGAR (16%)
RASHBIHARI
6 BEHALA 4 10 10 BAGAJATIN&
(13%) GANGULY
7 TOLLYGUNGE 3 7.5 BAGAN
15
8 GARIAHAT 3 7.5 (19%)
9 NEW ALIPUR 3 7.5
TOTAL 40 100
REASON FOR KEEPING EnQ PRODUCTS
SL.NO. REASON NO. OF PERCENTA
OF BEAUTY GE OF REASON FOR KEEPING BEAUTY
KEEPING PARLOUR BEAUTY PRODUCT
THE REASON PRODUCT
BEAUTY FOR
PRODUCT KEEPING
THE
BEAUTY
PRODUCT AVAILABILITY,
PRICE, 20,
20, 20%
20%
1 PRICE 10 20
2 QUALITY 20 40
PACKAGING,
20, 20%
3 PACKAGIN 10 20
QUALITY, 40,
G 40%
4 AVAILABIL 10 20
ITY
TOTAL 50 100
CONCLUSION
1. It has been found that the awareness as well as detailed brand knowledge of The
EnQ Hair Serum and Beard Oil is high.
The company should adopted appropriate strategy to create brand awareness and
knowledge.
2. It has been found that potential consumers primiraly expect High margin,unique
product,company give refund policy & purchase should fulfil customers needs and
wants. The company should ensure the above.
3. It has been identified that some salons didn’t agree to accept our brand beacause of
some parlours are bound to deal with some products,product price is high,puja season
is coming so that is why they can’t take new order.
4. Among the customers at salons few agreed to buy our brand.
The prime reason why they prefer to buy our brand are good fragrance,
chemical free , silicon free and has shiny as well as moisturizing effects.
5. The identified reason why majority respondent didn’t want to buy our brand is that
it is high price and lack of brand knowledge.
6. It has been found that while selecting a Hair Serum and Beard Oil brand customers
emphasize on its ingradients, packaging quality , price , its good and natural effects
which is harm free and which fulfill their needs and wants.
The company should strive to make its products competitive based on the
above factors.
