Research Report On Forest Essentials
Research Report On Forest Essentials
Research Report On Forest Essentials
Forest Essentials
Acknowledgement
Forest Essentials
Page 1
CONTENTS
S.No
.
1.
2.
Topic
Page No.
Executive summary
Background study
2.1
Introduction
2.2
The start
2.3
The USP
2.4
Marketing strategy
2.5
SWOT analysis
2.6
Competitor analysis
2.7
Primary research
2.8
Problem statement
2.9
Research problem
3.
Literature review
3.1
Brand
3.1.1
Luxury brand
3.1.2
3.1.3
3.2
Consumer role
3.2.1
3.2.2
Brand loyalty
3.2.3
4.
Knowledge gap
5.
Research methodology
6.
Conclusion
Referencing
Bibliography
10
Annexure
Forest Essentials
Page 2
Executive Summary
Our report is aimed at filling the gap that came to us as an unanswered question in the brand
Forest Essentials. It is one of the Indias leading Luxury Skincare Brand known for its Herbal
Products. It is facing a severe competition in the race of Herbal Skincare Brand Market. To stay
on the top, it needs to cope up with the changing needs and demands of the consumers. Forest
Essentials needs to spot the problematic areas and get rid of them in order to become better than
its competitors. The report was directed to solve the problem that came to us as an unanswered
question which was Less Acceptance by Consumers Towards Indian Luxury Skincare Brand.
People were interviewed and surveyed through primary and secondary sources and was
concluded that This Luxury Brand does not believes in Advertising much and depends much on
their Loyal Customers. Hence, there is low consumer preference due to Lack of Advertising and
Promotional Strategies.
Forest Essentials
Page 3
Background Study
Forest Essentials
Page 4
Forest Essentials
Page 5
The Start
Forest essentials have changed the series of beauty. Forest Essentials creates the future traditions
of beauty. Forest Essentials believes that every product must be as enjoyable as it is effective.
Forest essentials first invasion was to manufacture handmade soaps, made from oils, which were
processed using the cold pressed methods, which left the rich nutrients in the oil intact. This age
old process was virtually not being used in the present day, so kolhus or old fashioned grinders
had to be procured where oil is extracted by hand. To this were added steam distilled pure
essential oils for fragrance, herbal infusions, and organic whole fruits and vegetables. These
soaps were made by hand, using traditional Indian recipes. These sold faster than they could be
produced, showing there was an integral need fine quality handmade products. This actually was
the start of Forest Essentials.
The USP
The USP of forest essentials is that the products are not made in factories. They are made in
Himalayas, in villages in Uttaranchal-hub of Ayurveda, using local labor. The spring water of
forest essentials is the main products of this brand. It has therapeutic and regenerative qualities
and has been certified by laboratories in France as being rich in minerals deposit, which are its
unique properties. This water is used in all products of Forest Essentials. It is sourced from the
heart of the forest.
When you understand the wind, you can appreciate Vata's beauty. Her skin is thin and fine-pored
all over, and ever so slightly cool and dry. The features are often refined and delicate and, her
cheekbones maybe high. She looks serene in warm pastels and dazzling in jade or emerald and
gold. Vata is quick in passion and attachment. When she is out of sorts, her unsettled attention
becomes easily worried and anxious; and her complexion becomes excessively dry, with fine
lines etched above the brow. There is nothing so unsettling to Vata's sensibilities as a harsh voice
or crass language, and nothing so soothing and grounding as a soft touch, the sweet scent of
Jasmine or Rose.
A PORTRAIT OF PITTA
The heat is of fire is penetrating and stimulating, always dehydrating and sometimes scorching..
Once you've stared into her fiery gaze you cannot forget Pitta's beauty. Her eyes are penetrating,
with perfect lashes and brows. Her skin is warm and soft, and her scarlet lips are evenly shaped.
Cool green and blues balance her intensity and pearls, moonstone, and silver bring out the
sparkle in her eyes. When she is happy, no one is warmer or more delightful. Beware of getting
burned, however. Her motto in life should be 'Chill out or burn out'. Pushed to her extremes, her
mood turns angry and argumentative and her behavior, intolerant and compulsive. Pitta has to
cool down herself with a rest from activity, a change of scenery, a scent of sandalwood,
meditation, and a moonlight stroll.
A PORTRAIT OF KAPHA
Once you've felt earth's sensuous embrace, you have understood Kapha's beauty. Her complexion
is pale, soft, and cool. Her generous face is square or round. With her abundant, wavy tresses,
and full-bodied figure, she is the epitome of a Rubenesque woman. Rich red and purples warm
her cool skin, and garnets and rubies peak her energy and will. In love, as in all things, Kapha is
cautious, wise, honest, and steady. Her graceful manner is charming, not to mention calming and
understanding. Once her natural equanimity is upset, however, Kapha's attachments become
possessive. She has great difficulty moving on after a disappointment, and she can be sullen and
unresponsive once her mood shifts. A vigorous massage with warming sesame oil, hike in sunlit
woods some lively music with a strong beat and the volume on high, and Kapha will be up and
dancing again in no time.
Forest Essentials
Page 7
Marketing Strategies
1. Pricing strategies
Belo
w Rs.
500
RS. 500-Rs. 999
Forest Essentials
Page 8
Body Care
Facial Care
Hair Care
Wellness
Body Care: Forest Essentials offer an extensive variety of Body Care items with high
quality Sugar & Butter cleansers, Shower gels, Body creams, Body moisturizers,
Body Polishers and Body Massage oils. The Forest Essentials scope of Cold Pressed
Body Massage Oils take after the conventional technique for readiness to give the
most elevated quality oils, whereby natural Black Sesame seeds and Organic Sweet
Almonds seeds are pulverized by hand, and utilizing out-dated oil crushers.
Facial Care: Forest Essentials offer an extensive variety of Facial Care items with
high quality cleansers , face masques , night care, Lightening cream, and many
more facial products.
Hair Care: Our Hair Care reach incorporates the most seriously sustaining Ayurvedic
Hair oils, Sulfate free Hair Cleansers and Hair Conditioners. The Forest Essentials
scope of Hair Cleansers are improved with Amla juice, Reetha, Soya protein, Coconut
oil and natural imbuements, which gives characteristic sparkle, swing and scent to
your hair. They are free from all brutal sulfate cleaning agents and petrochemicals.
Hibiscus, Brahmi and Henna are remarkable for their properties in hair care & are
additionally utilized extensively.
Wellness: To fill the home with an average aroma by blazing crucial oils or incense is
an age-old Indian custom. In the antiquated times, an iron compartment was loaded
with smoldering coal and on it was sprinkled a fragrant sap, whose smell then
delicately wafted through the entire house to refine & treat it every day. Diffuser oils
can be utilized as a part of burners today, to reproduce this experience. We have a
scope of fragrant oils uncommonly mixed for animating, quieting or unwinding, and
in addition single bloom fragrances. Utilize these crucial oil mixes for new and
fragrant surroundings whenever.
3. Promotions
Loyalty program members receive cash on delivery for orders above Rs, 2999.
Forest Essentials
Page 10
They receive wide range of Forest Essentials Coupon Codes and many more
deals.
Gift Voucher.
4. Place
Swot Analysis
Strengths
Weaknesses
Opportunities
Threats
Competitor Analysis
Forest Essentials
Page 11
Brand
Forest
Essential
Ram Dev
Body Shop
Kama
Shahnaz
Hussain
Target
Market
Men and
Women of age
group 18-30.
Its target
market are its
followers.
Men and
Women of age
group 18-55.
Men and
Women of age
group 18-40
Men and
Women of age
group 18-60
Brand USP
All the
products have
Spring Water.
Yoga Inspired
Products.
Products are
not tested on
Animals.
100% Organic
Products.
First and
Largest
manufacture of
Herbal
Products.
Price
Rs.300-4000
Rs. 10-700
Rs.250-3000
Rs.185-2000
2000-10000
Customer
Service
E-Business,
Retail Outlets.
E-Business,
Retail Stores,
Pharmacies.
E-Business,
Retail Stores.
E-Business,
Retail Stores.
E-Business,
Retail Stores,
Beauty
Parlors.
Primary Research
In our primary research a filed study was conducted where we visited a few stores of Forest
Essentials in Delhi NCR. Following were our observations.
Promotion of Forest Essentials products and bringing out the luxury aspect in them is a challenge
that this brand face today.
Problem Statement
Research Problem
The intention of this research is to understand less acceptance by consumers towards India
luxury skincare brands.
Literature Review
A Literature review is a description of the literature relevant to a particular field or topic. It gives an
overview of what has been said, who the key writers are, what are the prevailing theories and hypothesis,
what questions are being asked and what methods and what methodologies are appropriate and useful. As
such it is not in itself primary research, but rather it reports on other findings.
Brand
A brand is a product, service, or concept that is openly recognized from different products, services, or
concepts so it can be effectively conveyed and normally marketed. A brand name is the name of the
different product, service, or concept. Branding is the procedure of making and scattering the brand name.
Branding can be connected to the whole corporate way of life and additionally to individual item and
administration names.
Brands are frequently communicated as logos, realistic representations of the brand. In PCs, a late
illustration of boundless brand application was the "Intel Inside" name gave to makers that utilization
Intel's microchips.
Luxury Brand
According to Rohit (2010) a luxury brand or prestige brand is a brand for which a larger part of its
products are luxury products. It might likewise incorporate certain brands whose names are connected
with luxury, high cost, or high caliber, however few, if any, of their merchandise are presently considered
luxury products.
These basic reasons lie at the intuitive level of the individual and incorporate focuses, for example, peer
distinguishment and approbation, status, and the jealousy one's inward circle.
In the administrations segment, for example, in tourism and business travel think 5-star lodgings and
resorts. We all admire the feeling and "feel great" experience.
Luxury products can be separated into three classes:
Prestige brands, for example, Louis Vuitton, Rolex, Mercedes-Benz and Cartier speak to a most
noteworthy type of craftsmanship and summon a dependable buyer taking after that is not influenced by
patterns. Because of their family, they are entrenched as materialistic trifles. Case in point, If Daniel Craig
or George Clooney wear an Omega watch in an advert or film, sales promptly spike.
Premium brands are those brands like Polo Ralph Lauren, Calvin Klein and Tommy Hilfiger that try to be
luxury and renowned brands however their promoting is outfitted more to, as a term, a prosperous mass
market or mass-luxury brands.
Fashion brands then again are those that address the masses and whose plans can be regular. Call them the
"hot trends" or "fads" of the prompt minute.
"The arrangement is to build vicinity by opening select stores abroad," Bedi said.
In addition, the worldwide cosmetics giant is additionally considering India to make its healthy skin and
different cosmetics products which it offers over the world under names like Clinique and MAC.
Remarking on the arrangements to make products for Estee Lauder, Bedi said his organization has
effectively procured land alongside its factory close Haridwar in Uttara hand with a venture of Rs 5 to Rs
6 crore, according to the Business Standard report.
"Estee Lauder is enthused about making its products in India and we plan to soon begin the same,"
included Bedi.
Shortly, Estee Lauder has one and only factory in China, outside of the US. The brand entered in Indian
market with its top of the line item in July 2005, offers a large group of brands, including MAC, Tommy
Hilfiger, Donna Karan, Armani and Clinique.
While, Forest Essentials was established in 2000 by Mira Kulkarni. The brand makes products from
regular ingredients in Uttaranchal. It has been developing at an aggravated yearly rate of 40 every penny
and has 30 selective organization worked stores at present.
Consumer role
Nowadays, luxury fashion sector is growing at faster rate. The luxury industry has increased impressively
having a huge growth in demand. The luxury consumer is very powerful. Consumers have much choice in
products, shopping channels and pricing of luxury goods. Consumer is the king of market and all the
marketing techniques of the business and industrial enterprises keep some factors in their mind like
habits, taste, preference, perception and attitude of consumer. Consumer role is very important because if
consumer is not satisfied with the product than the sales of the company will be less.
Forest Essentials
Page 15
Brand loyalty
Brand loyalty is a form of repeat purchasing behavior reflecting a conscious decision to continue buying
the same brand. This means that the consumer has a positive attitude towards the brand. He/she is
interested in buying products from that particular brand because of belief or trust of the person for the
brand.
Knowledge Gap
As per the topics studied in the literature review, we can say that brand image of Forest Essentials has a
trustworthy effect on consumer buying behavior. The knowledge gap is that the brand image of Forest
Essentials is that they do not make new customers as there is less promotion and they focus on their
regular customers.
Research Methodology
Research objective - To study general preference of consumers towards luxury skincare brand Forest
Essentials.
Forest Essentials
Page 16
Research design
Exploratory research as the information is not clearly defined and Descriptive because it describes the
characteristics of population.
Sample design
Sample frame - people using skincare products.
Sampling unit - people using skincare products especially Forest Essentials in Delhi/NCR.
Sample size - the size of the sample is 100 respondents
Sampling method - Probability as it involves random selection of sample.
Sample - people aged between 18-50 years.
Interpretation
According to the structured survey done the results are as follows:
Important factors while choosing skincare products? * What is your age? Cross tabulation
Count
What is your age?
Below 18
18-30
30-40
40-50
Above 50
16
20
14
Effective
11
10
47
29
13
Total
Forest Essentials
Page 17
We conducted a surv.0000000000
+
ey in which we linked two factors which were Important Factors While Choosing Skincare
Products and what is your Age. Total respondents were 100, among which 10% respondents were
Below 18, 47% were between 18-35, 29 were between 30-40, 13% were between 40-50 and 1%
was Above 50. Majority of people who conducted the survey considers that The Most Important
Factor While Choosing Skincare Products is that the product should Contain Active Ingredients
which is 43% of the respondents of total population. Second is 29% which states that The
Important Factor is Products Must Not Contain Preservatives. The Lease preferred factor is that
the product should be Effective which is 28%.
Online shopping?
25000-30000
Total
30000-35000
Yes
14
33
Maybe
16
12
12
46
No
21
15
38
24
23
100
Total
We asked respondents about Online shopping of Skincare Products and their Disposed Income
Level and we got various results. Respondents with Disposable Income Level below 25000 were
15%, from Rs 25000-30000 were 38%, from Rs 30000-35000 were 24% and above 35000 were
23%. Most of the Respondents which are 46% says maybe they would shop for Skincare Range
Online. 33% says Yes to shop Online and 21% says No to Shop Online.
Forest Essentials
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How willing are you to try different brands other than Forest Essentials? * What is your
gender? Cross tabulation
Count
What is your gender?
Male
Extremely Willing
Total
Female
6
13
Willing
21
11
32
Neutral
26
16
42
Not Willing
11
Not at all
60
40
100
Total
The Survey conducted had the Gender ratio as 60:40 where 60% being male and 40% being
female. We asked our respondents How Willing Are They to Try Different Brands Other Than
Forest Essentials. 13% among our respondents were extremely willing to try different brands.
32% were willing, 42% respondents acted Neutral. 11% were not willing to try different Brands
while 2% were Not at All willing and were very much satisfied with Forest Essentials.
Forest Essentials
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Dry Skin
Combination
Oily Skin
Sensitive Skin
Ageing Sk
Skin
Herbal (Ayurvedic)
12
14
13
Non-Herbal
15
19
21
20
17
Total
We asked respondents about their Skin type and what kind of product would they choose among Herbal
and Non-Herbal products. 9% of respondents were of Normal Skin type. 19% were of Dry Skin type.
21% were of Combination Skin type. 20% were of Oily Skin type. 17% were of Sensitive Skin type and
rest 14% were of ageing skin type. Respondents with their choice of Herbal products were 60% and
respondents with choice on Non-Herbal type of products were 40%.
Forest Essentials
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Descriptive
N
Mean
Std. Deviation
Std. Error
Lower Bound
Upper Bound
Body Care
23
3.6087
1.49967
.31270
2.9602
4.2572
Hair Care
29
3.8276
1.44096
.26758
3.2795
4.3757
Facial Care
25
3.6800
1.49220
.29844
3.0640
4.2960
All of these
23
3.5217
1.47308
.30716
2.8847
4.1587
100
3.6700
1.45682
.14568
3.3809
3.9591
Body Care
23
3.2174
1.50625
.31407
2.5660
3.8687
Hair Care
29
3.5172
1.21363
.22537
3.0556
3.9789
Facial Care
25
3.7600
1.26754
.25351
3.2368
4.2832
All of these
23
3.1739
1.43502
.29922
2.5534
3.7945
100
3.4300
1.35031
.13503
3.1621
3.6979
Body Care
23
3.0870
1.53484
.32004
2.4232
3.7507
Hair Care
29
3.0345
1.37536
.25540
2.5113
3.5576
Facial Care
25
2.8400
1.40475
.28095
2.2601
3.4199
All of these
23
3.3478
1.36877
.28541
2.7559
3.9397
100
3.0700
1.40888
.14089
2.7904
3.3496
Body Care
23
3.1304
1.39167
.29018
2.5286
3.7322
Hair Care
29
2.7586
1.43066
.26567
2.2144
3.3028
Facial Care
25
3.0800
1.11505
.22301
2.6197
3.5403
All of these
23
3.2609
1.21421
.25318
2.7358
3.7859
100
3.0400
1.29428
.12943
2.7832
3.2968
Respondents purchasing
preference on no animal
testing
Total
Price
Total
Brand
Total
Quality
Total
Forest Essentials
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Minim
Packaging
Body Care
23
2.6087
1.33958
.27932
2.0294
3.1880
Hair Care
29
3.0000
1.36277
.25306
2.4816
3.5184
Facial Care
25
3.2000
1.11803
.22361
2.7385
3.6615
All of these
23
2.8261
1.46636
.30576
2.1920
3.4602
100
2.9200
1.32330
.13233
2.6574
3.1826
Total
ANOVA
Sum of Squares
Between Groups
Respondents purchasing
preference on no animal testing
.438
Within Groups
208.795
96
2.175
Total
210.110
99
5.491
1.830
Within Groups
175.019
96
1.823
Total
180.510
99
3.141
1.047
Within Groups
193.369
96
2.014
Total
196.510
99
3.646
1.215
Within Groups
162.194
96
1.690
Total
165.840
99
4.577
1.526
Within Groups
168.783
96
1.758
Total
173.360
99
Between Groups
Brand
Between Groups
Quality
Between Groups
Packaging
Mean Square
1.315
Between Groups
Price
df
Forest Essentials
Page 22
Sig.
.201
.895
1.004
.395
.520
.670
.719
.543
.868
.461
Since most of the respondents chose Hair Care as The Product they would like to buy,
Significance Level of No Animal Testing is 0.895 which is greater than 0.05 so H0 is
accepted.
Significant Level of Price is 0.395 which is greater than 0.05 so H0 is accepted.
Significance Level of Brand is 0.670 which is greater than 0.05 so H0 is accepted.
Significance Level of Quality is 0.543 which is greater than 0.05 so H0 is accepted.
Significance Level of Packaging is 0.461 which is greater than 0.05 so H0 is accepted.
Report
Rate Forest Essential out of 5
Mean
3.6500
Std. Deviation
100
1.03840
We asked our respondents to rate Forest Essentials out of 5 and then we took the average mean
of the result which came out to be 3.65. This indicated that Forest Essentials is doing well and is
a Satisfactory Brand.
Forest Essentials
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Forest Essentials
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We asked people whether they have heard about Forest Essentials or not?
The result found was that Most of the Respondents have heard about Forest Essentials.
Forest Essentials
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Demographic Findings
Findings
As per the application of percentage, Majority
of the respondents are Male with 60% and
Female 40%
Femal
e
Male
60%
Forest Essentials
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Findings
40-50
Below
18
13%
10%
30-40
18-30
29%
47%
Other
s
High
School
1%
Ph.
D
6%
14%
Post
Graduate
Graduat
e
35%
44%
Above 50
Forest Essentials
1%
Page 27
Findings
As per the application of percentage, Majority
of the respondents that is 44% are Post
Graduate. 35% are Graduate and rest 14%,
6% and 1% are Ph.D., High School and
Others.
Findings
35000 and
Above
23%
Below
25000
15%
25000-30000
30000-35000
38%
24%
Conclusion
We tried to catch hold to each of our respondents attention towards the basic question of our research, to
understand less acceptance by consumers towards India luxury skincare brand Forest Essential. We let the
respondents pick their own choice without any manipulation. However, we took initiative to make each of
our non-aware respondents aware about the brand.
Most of our respondents among total population were Male and the age group was of 18-30.
Most of them were Post Graduate and Graduate. Most of our respondents were financially well
established and belonged to the disposable income level of 25000-30000.
We used a number of tools to make our findings accurate using SPSS including Annova, Chi-square, and
Testing for mean, testing for proportions and Pie charts, which gave us an idea about the overall choice of
our respondents.
Forest Essentials
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Recommendation
From this research, we concluded that Forest Essentials should undertake following promotional tools for
better consumer preference
1. They should promote more by innovative advertising campaigns to increase people interest.
2. It is high time for forest essential to get into the global market and increase its market presence.
Referencing
Forest Essentials
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Bibliography
Forest Essentials India. (2010) About Us. [Online] Available from:
http://www.forestessentialsindia.com/about-us.html. [Accessed: 1st May 2015].
Forest Essentials
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Annexure
We are students of Pearl Academy of Fashion and we are conducting a survey to understand the consumer
behavior towards luxury skin care products. You are requested to choose one Option per Question. Thank
you for your cooperation.
A) High School
B) Graduate
C) Post Graduate
D) Ph.D.
E) Others
B) 10000-15000
C) 15000-20000
D) Above 20000
Q11 - From where do you usually shop for your skincare products?
A) Beauty Centers and Spa
B) Departmental Stores
C) Internet
D) Personal Care Store
E) Others (Please Specify) ________________
Forest Essentials
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Q14 - Rank the following factors while purchasing products of Forest Essentials. Rank 5 for most
preferred and 1 for least preferred.
Factors
Most preferred
Preferred
Moderately Preferred
No Animal Testing
Price
Brand
Quality
Packaging
Q15 - How willing are you to try different brands other than Forest Essentials?
A) Extremely Willing
B) Willing
C) Neutral
D) Not Willing
Forest Essentials
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Least Preferred
Not at all
E) Not at all
Q16 - Rate Forest Essentials overall out of 5. (5 being highest and 1 being lowest)
________
Forest Essentials
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