Internship Report

“POTENTIALITY OF BEAUTINA FACEWASH IN BANGLADESH FACEWASH

MARKET”
Submitted to
Department of Marketing
Faculty of Business Studies
University of Dhaka

Submitted by
Fahimun Nessa Orthi
ID: 103
MKT 22nd Batch
Department of Marketing
Faculty of Business Studies
University of Dhaka

Supervised by
MD. Razib Alam
Associate Professor
Department of marketing
Faculty of Business Studies
University of Dhaka

Date of Submission:

1
“POTENTIALITY OF BEAUTINA FACEWASH IN BANGLADESH FACEWASH
MARKET”

2
Letter of Transmittal
To
Department of Marketing
Faculty of Business Studies
University of Dhaka
Subject: Submission of internship report on “
Dear Sir, “POTENTIALITY OF BEAUTINA FACEWASH IN BANGLADESH FACEWASH MARKET”
This is my great honor to submit the report that I have prepared for last three months long in
Kohinoor Chemical Company (BD) Limited. The title of the report is This report has been
prepared to fulfill the requirements of my “POTENTIALITY OF BEAUTINA FACEWASH IN
BANGLADESH FACEWASH MARKET” internship program at my assigned organization, Kohinoor
Chemical Company (BD) Limited. This report is the final outcome of successful completion of my
internship program at Kohinoor Chemical Company (BD) Limited.
To prepare this report I collected what I believe to be most relevant information that can make
my report as reliable as possible. The practical knowledge and experiences that I have gathered
during this report preparation will greatly help me in my future professional life.
I would like to take this opportunity to thank you for the guidance and support you have
provided me during the fulfillment of this report. It would be a great achievement for me if you
find this report informative enough to fulfill the requirements. I am really grateful to you.
Sincerely Yours

Fahimun Nessa Orthi

ID: 103
MKT 22nd Batch
Department of Marketing
University of Dhaka

3
Acknowledgment

This is a pleasure for me to take my deepest gratitude to my supervisor, MD. Razib Alam,
Associate Professor,Department of Marketing, University of Dhaka for providing me all the
instruction and support that I needed throughout my internship tenure. Her cooperation,
motivation, guideline and valuable suggestions have helped me the whole time to create this
report.
I would also like to thank Mr. M Ziaul Hafiz, Executive Vice President, Sales and marketing
Department; for letting me complete my internship at Kohinoor Chemical Company (BD)
Limited. I would also like to thank Mr. Golam Kibria Sarkar (Senior Vice President, Brand) and
Mr. George Titu Sarker (Executive, Brand) for their remarkable support and guidance. Without
them, this report could not be completed properly.
Finally, I would like to thank all members of the Brand team of Sales and marketing department
who helped me throughout this internship program for their unprompted help and heartfelt
assistance in making my journey really comfortable in the organization. I am also thankful to all
other employees and staffs of Head Office, Kohinoor Chemical Company (BD) Limited.

Fahimun Nessa Orthi

ID: 103
(MKT 22nd Batch)
Department of Marketing
University of Dhaka

4
Contents
1. Introduction...........................................................................................................................................7
2. Literature review....................................................................................................................................8
Forms of face wash..................................................................................................................................8
Types of face wash..................................................................................................................................9
Characteristic of face wash......................................................................................................................9
3. Objectives...............................................................................................................................................9
4. Methodology...........................................................................................................................................9
5. COMPANY OVERVIEW..........................................................................................................................11
Introduction...........................................................................................................................................11
5.1. Records of Kohinoor Chemical Company (Bangladesh) limited:.....................................................11
5.2. The control group:..........................................................................................................................12
5.3. Management Matrix of KCCL..........................................................................................................13
5.4. The Departments are:.....................................................................................................................14
5.4.1 Vision............................................................................................................................................14
5.4.2 Mission.........................................................................................................................................14
5.4.3 Values:..........................................................................................................................................14
5.4.4 Culture..........................................................................................................................................14
5.4.5 Type of company:.........................................................................................................................14
5.4.6 Location........................................................................................................................................14
5.4.7 Products of KCCL:.........................................................................................................................15
6. INTRODUCTION OF BEAUTINA.............................................................................................................16
6.1 BEAUTINA FACEWASH.....................................................................................................................16
6.2 TARGET Consumer...........................................................................................................................17
6.3 Product Positioning.............................................................................................................................17
6.4 MARKETING PLAN............................................................................................................................18
6.4.1 VIDEO CONTENT...........................................................................................................................18
6.4.2 DIGITAL MARKETING....................................................................................................................19
6.4.3 CAMPAIGN....................................................................................................................................19
6.4.4 LOYALTY PROGRAME....................................................................................................................19
6.4.5 BEAUTINA BEAUTY APP................................................................................................................19
7 BTL PLAN................................................................................................................................................20

5
8 ATL PLAN................................................................................................................................................21
9 COMPETITOR ANALYSIS.........................................................................................................................22
10. DATA ANALYSIS...................................................................................................................................24
11 Conclusion and Recommendation.......................................................................................................35
12 REFERRENCE.........................................................................................................................................35

6
1. Introduction

Washing face might be the most essential of skincare steps, yet dermatologists and skincare
specialists realize that utilizing the correct ingredients for skin is key for a reasonable, shining
appearance. Face wash helps remove debris, including makeup, dirt, and pollution, soil, and
contamination and abundance oil that can dull skin.,
In 2018, the gel and cream segment held the best percentage in the market. That's expected to
stay familiar over the forecast length. Factors including the availability of gender-specific gel
and cream face washes and their reasonable pricing will substantially help the phase in
maintaining its main market position. But, demanding situations such as danger associated with
the presence of chemical preservatives, availability of counterfeit merchandise, and high
penetration of replacement products may also bog down the boom of the face wash enterprise
over the forecast period.

Bangladesh face wash marketplace is forecasted to attain USD 30. Seventy six million by using
2024 growing at a CAGR of four.5% all through the forecast period (2019 - 2024). It's been
located that despite the fact that Bangladesh face wash marketplace is dominated through woman
consumers, male clients are regularly coming on par with them. The running individuals were
found to be more conscious in their appearance and have been prepared to buy pricey
merchandise, compared to housewives and college students. Maximum of the teens are students
and just a few have particular jobs.

As a result, maximum of the purchase can be based totally on pocket money. Therefore, low cost
face washes are typically desired amongst young adults. In most cases, the dwellers of huge
cities and towns are more concerned approximately their skin, as they're greater exposed to
pollution. Hence, the face wash marketplace has excessive competition inside the enterprise as
there are numerous substitutes inside the marketplace. Developing purchaser loyalty will make
certain long term profitability

7
2. Literature review
Carriers are focusing on expanding their purchaser base by improving their visibility.
consequently, vendors are promoting face washes via all sorts of distribution channels, such as
drugstores, department keep, strong point shops, hypermarkets, comfort stores, and online
through e-commerce systems. The rising use of smartphones has in addition improved income
through on line. consequently, expanding distribution channels will boom income for carriers,
with the intention to make contributions to the growth of the global face wash marketplace. The
market is anticipated to grow at a CAGR of over four% during the forecast period.
clients are increasingly shifting in the direction of natural and natural skin care merchandise. .
Risk aversion is a measure of how much consumers need to be certain sure of what they are
purchasing. This shift is mostly attributed to no harmful aspect-consequences of herbal
substances and rising environmental situation. consequently, the demand for organic face wash is
increasing, a good way to have a fantastic impact on the general market increase.
The cream and gel section is the dominating type of face wash in the industry. The Asia Pacific
region is main the worldwide face wash enterprise. Now days Usage of herbal medicines has
increased many folds an account of side effects observed with conventional drugs
The developing worries associated with facial look and the need to maintain even skin tone lead
clients to apply face wash. clients address the outcomes of pollutants with the aid of choosing
advanced products to prevent facial skin problems including acne or darkening of the skin
because of outside factors which include pollutants and UV radiation. customers around the
world are turning toward natural merchandise to reduce allergens resulting from chemicals. to
the rapid development of urban cities in the recent decades the level of pollution in the air has
increased exponentially, demanding the development of new variants of personal care products
Numbers of formulations are available in the market with variety of active pharmaceutical
ingredients for the treatment of acne. Topical formulations, available in the market are as
follows: Gel, Cream, Lotion, Face wash or cleanser, Face pack or mask. Neem, turmeric.
There are various types of facewashes based on its feature, formation in market due to different
needs of facewash customers. These are:

Forms of face wash

1. Cream based face wash
2. Gel based face wash
3. Liquid based totally face wash
4. Face wash in powder form

8
Types of face wash
Normally a face wash suits all pores and skin kinds but now a day exceptional merchandise are
to be had in marketplace which are formulated to suits different skin types for example: an oily
skin face wash is made for people have oily pores and skin situations and does not incorporates
oils and leaves a thin oily move on the pores and skin. these distinctive forms of face washes to
be had in the market include.
1. Oily skin face wash
2. Dry pores and skin face wash
3. everyday skin face wash
Characteristic of face wash
1. eliminating the lifeless cells.
2. Rejuvenating the skin cells elevate strain
3. Removes oil, dirt and impurities.
4. Reduces microbial flora of skin
5. Leave skin fresh and breathing

3. Objectives
a. Understanding the facewash market in Bangladesh: facewash market is recently a growing
sector. The main purpose is to identify the major player of this markets, their strategic plan,
activities and also consumers attitude, expectation towards them.
b. Identify potentiality of Beautina facewash as a major player in the market: the purpose is also
about finding the key points by which beautina facewash can be the major player of facewash
market.
c. Identify curse of actions to become a strong competitor in the Bangladesh facewash market.

4. Methodology
The internship was completed under Brand section of the department of Sales and Marketing in
Kohinoor Chemical Company (BD) Limited. The duration of the internship was from the 3 th of
December 2020 to 5th of February 2021. With two months of internship duration, all the works
that were done by an intern including their work, office ethics, discipline and their cooperation
with others.

9
This study was about the potentiality of newly launched product Beautina facewash of Kohinoor
Chemical Company (BD) Limited. This study was all about collecting data and information from
relevant sources. The sources were directly connected with the main activities of facewash
production of that company. Direct interviewing, collecting data from the direct personnel these
were some of the sources that has been done in this study. Collecting data from articles,
notebooks were some secondary sources of data that has been done in this study.
Most of the information was collected from the company. Some information of Beautina
facewash was collected by interviewing the person who was directly involved with the brand. In
this study some information was collected from websites and articles. Their products were
specified in their newly published product booklet that was provided by the company for this
study.
The methodology of this study was to collect information about their facewash marketing
activities. First this study included the overview of the company that includes all the products
name, management teams, history, mission vision, functional departments. Then the study
proceeds with the introduction of new brand named Beautina of Kohinoor Chemical Company
(BD) Limited.
After the collection of the information of the company’s activities regarding the facewash
introduction the study described the specialties, factors, competitors, brand’s strategies and
brand’s marketing activities. Other than that the study also covered a small survey of 100
females and their opinion about facewash market factors. Collected data from the survey was
converted into some findings. The findings of the survey states whether the brand has the
potential to capture the market and fulfilling their actual purpose in the market.

10
5. COMPANY OVERVIEW

Kohinoor Chemicals Company (Bangladesh) Limited

Introduction: Evaluation of Kohinoor Chemical (Bangladesh) constrained has a long

background of being one of the oldest companies in Bangladesh considering that its inception in
1956. This corporation is taken into consideration a pioneer in generating and advertising fast
shifting purchaser items (FMCG); especially, operative in private care, cosmetics, household and
toiletries categories on this place. they're plenty greater passionate about generating and
marketing merchandise of global elegance nice and, thereby, delivering the fine to their
purchasers. Their flagship manufacturers like Sandalina, Tibet, Fastwash have already received
the hearts and minds of millions of consumers in Bangladesh. Kohinoor Chemical employer has
a country of the artwork manufacturing facility ready with modern-day machineries. the head
workplace, together with its production facilities, is located at the coronary heart of Tejgaon
industrial region in Dhaka town.

5.1. Records of Kohinoor Chemical Company (Bangladesh) limited:

Kohinoor Chemical Corporation restrained (KCCL) started its commercial enterprise in 1956
and changed into engaged in production high first-rate cosmetics, toiletries, cleaning soap and
glycerin for decades. After the independence of Bangladesh, KCCL have become a completely
authorities owned organization underneath the direct manipulate of Bangladesh Chemical
Industries agency (BCIC) as much as May 05, 1988. It was transformed into a Public restrained
corporation underneath businesses Act 1913 and was named as Kohinoor Chemical business
enterprise (Bangladesh) restricted from May 05, 1988. The government of the peoples’ Republic
of Bangladesh has vested the organization’s 51% proportion of Bangladesh Chemical Industries
organization. Out of 49% balance stocks 34% shares were offered to the public and relaxation
15% stocks had been reserved on the market most of the officers, body of workers and
employees. The stocks of the enterprise are the publicly traded in Dhaka and Chittagong stock
alternate Ltd.
Because the spearheading cleaner, make-up and toiletries fabricating enterprise of Bangladesh,
Kohinoor Chemical enterprise (Bangladesh) Ltd. has all alongside guaranteed to give
widespread, energizing and fee-brought tendencies in elegance care gadgets. As an end result,
Tibet merchandise of KCCL has assumed great marketplace stocks and all of its products have
already accomplished the main position. Kohinoor Chemical organization (Bangladesh) Ltd.
(KCCL), a former kingdom-owned corporation under Bangladesh Chemical organization
(BCIC), turned into obtained by way of the prevailing marketers on August 03, 1993 as the unit
was privatized by using the authorities of the People’s Republic of Bangladesh. maximum of its
merchandise carry the extensively logo name of Tibet while a few different products bring
character logo identity (e.g. outstanding Lemon Dew, Sandalina, Genstar, Dee-5, Honey Dew
and many others). Tibet items were the show off pioneers for the long term a number of the
common hundreds of the country. right away after taking up the unit, the show commercial
enterprise visionaries attempted to show to higher first-class through procurement of extra up to

11
date and ultra-modern innovation along talented and proficient labor. As such unused high-
quality components have been covered to conventional matters and a modern-day, new and new-
generation shower purifier (Tibet beauty Care soap) rolled out of the lately introduced plant.
before lengthy after taking over the once losing kingdom-owned assignment the show
commercial enterprise humans bunch turned the industry right into a profiting and futuristic one
ensuring increasingly cost-introduced splendor and personal care products.

5.2. The control group:

the brand new control of KCCL is contemplating a hard BMRE application with the technical
collaboration of a reputed business conglomerate of Europe, so that it will make it as a
repositioned cosmetics and toiletries production industry of Bangladesh with the most superior
era. to strengthen the marketing sports of KCCL the management has rearranged its distribution
machine to reach satisfactory.
KCCL offers more than 2000 professional employees, group of workers and control executives
to satisfy consumer's want to take Tibet products from the plant to the consumer doorsteps. the
new control has taken up KCCL as a undertaking to prove the fulfillment of private
entrepreneurship in Bangladesh and as part of its power to enhance the human sources, it has
stepped up diverse welfare measures like subsidized canteen, free uniform, Medicare facilities,
welfare center etc. geared toward ensuring higher productiveness both at plant and at the top
office. In quick, KCCL has no longer most effective emerged as a profitable commercial entity,
however also Tibet has end up a famous household logo call getting deeper from mass
manufacturing to up markets both at home and abroad with creation of latest products similarly
to further development of its conventional objects. great occurs to be the guiding philosophy of
Kohinoor Chemical. even as great ends in precision, precision result in logo loyalty. It’s an
actual client response that they get best in Tibet the great products as a minimum charge tags.
currently their merchandise has begun playing patron believe past Bangladesh.

12
5.3. Management Matrix of KCCL.
Managing Director

Director Corporate Affairs

Executive Vice President

Senior Vice President

Vice President

Assistant Vice President

Sr. Executive

Executive

Jr. Executive

Officer

13
5.4. The Departments are:
 Sales and Marketing Department
 Account and Finance Department
 Production and Utility Department
 HRM and Admin Department
 Store Department
 Audit and Survey Department

5.4.1 Vision
We actually have a vision to obtain our avowed challenge of assuming the above obligation and
responsibility. We envisage for an extra lovely the next day for the u . s ., for the place and for
the entire global.
5.4.2 Mission
Time has rewarded us with the rank of leadership. But we can continually take into account what
it method to us to be the chief in the marketplace. we can continually try to discover beyond the
boundaries of opportunities. consumer need and the patron want alone may be our guiding
philosophy in production and marketing of merchandise that beautiful humans and fulfill their
souls.
5.4.3 Values:
exceptional of the goods, reliability, and sturdy distribution channel are the middle values of the
organization and are the idea on which they do enterprise.
5.4.4 Culture
KCCL build up an exciting and pleasant working environment in which all of the personnel play
individual rules to achieve a particular goal for the agency. From the very beginning of KCCL,
we understand that the enterprise wishes to conform to a way of life constant with their
operation. The top control of KCCL places a number of emphasis in this. at the side of the
operation of the business enterprise additionally they concentrate on the practiced & shared
norms, values & customs of KCCL, which finally has given the delivery of "KCCL culture", a
lifestyle incorporated with the innovative operation of the organisation.
5.4.5 Type of company:
Public constrained agency (Enlisted in each Dhaka inventory alternate and Chittagong inventory
exchange)
5.4.6 Location
The employer is ideally situated at Tejgaon industrial area, the heart of Dhaka metropolis. The
manufacturing unit and head office are co-located, at a distance of approximately 10 km from
Hazrat Shahjalal global Airport.

14
5.4.7 Products of KCCL:
KCCL’s merchandise may be classified into 4 wide categories.
1. Cosmetics & Toiletries
2. Bath soap
3. Detergent
4. Household Items

Cosmetics & Toiletries

Household Items

Bath Soap
Product
Category

Detergent

15
6. INTRODUCTION OF BEAUTINA

Kohinoor chemical company (Bangladesh) Limited has recently added new series of product
under one new brand that is Beautina, which is under cosmetics category. This new series of
product includes Beautina Body Lotion, Beautina Hair Oil, Beautina Face wash.

6.1 BEAUTINA FACEWASH

Kohinoor chemical company has come up with new brand product which is BEAUTINA
FACEWASH. It’s formation is herbal and the facewash is gel type. Company is offering the
benefits of controlling the oil of skin, prevent the breakouts as pimple, and clean the dirt of the
face deeply. Considering the harmful consequences of using chemicals ingredients on face,
company came up with natural solution by introducing Beautina face wash which is made of
natural ingredients.

16
6.2 TARGET Consumer
Beautina’s target consumer is female users of face wash from the age group of 16 to 22 years.
Main target group is teenagers, college going girls or girls who has to go out for daily routine.
This age group of girls faces skin problems with pimples, they find their face skin extra oily, for
daily outing their face becomes dull with dirt. Beautina is targeting this group by offering
benefits to solve their basic skin problems. As teenagers are concerned about their skin and
mostly depend on herbal products, as their skin is in infant stage, they don’t want to make their
pure skin harsh. Kohinoor chemical decided to target urban city dwellers those have interest in
fashion, Skin care, music, study etc.

6.3 Product Positioning

To position their proposed product to target market, company has pointed out their action plans.
They decided to:

Motivate to choose Beautina

Match campaign with target groups’

lifestyle

Top brand reach in customer mind

Brand awareness

Effective trade activation

17
6.4 MARKETING PLAN
After deciding what they have to do for positioning this new product on market and customers
mind they started for marketing plan. Company broadly planned IMC for this face wash. On
their planning they focused on digital marketing along with traditional channels. The digital
platforms include Facebook, Instagram, YouTube, GDN interactive banner.
The platforms they choose to market their face wash:

I G
D
M LED
ITA
TV C A M
C IN G
A
P
SE R
A
H
C A N
B ER
D
A

They planned to make short stories, campaign about challenges teenage face, story of users,
beauty suggestions, skin care tutorials, Facebook live on these channels to make brand
engagement. Google ads, banners will continuously update for brand awareness.

6.4.1 VIDEO CONTENT

On static videos they planned to show how young stars overcome their challenges to ensure
Beautina supports empowerment. Their FB posts will include beauticians recommending
Beautina Face wash for skin problems. They want to let TG start skin care regarding different
weather like summer, winter, spring, autumn.

18
6.4.2 DIGITAL MARKETING
For Beautina’s digital marketing they also planned to target influencers who has good fan base
on online platforms. Face wash will be given to these influencers to use and share their reviews
from their facebook, Instagram, youtube channel. The goal is to reach target audiences through
these influencers and let them know about this products benefit and position it effectively on
TG’s mind set up.
6.4.3 CAMPAIGN
For campaign they decided to follow themes like victory day, special day, mother day, love in
the air, celebrity endorsement, and festive look. Moment of glory campaign to engage TG with
Beautina brand.

6.4.4 LOYALTY PROGRAME

They planned to engage their target customer through celebrating their little achievements like
1k, 5k, 10k followers on webpage of beautina.

6.4.5 BEAUTINA BEAUTY APP

Company’s further plan also includes introducing an app named ‘BEAUTINA BEAUTY APP’.
For that they also arranged app launching strategy. This app will provide their target group
information about latest beauty hacks, recent moderation of their product that they have made to
answer customers’ feedback. The goal is to create brand engagement through customer loyalty.

19
7 BTL PLAN

TRADE
PROMOTION
POINT OF
SALES SALES
MATERIAL PROMOTION

TRADE
MARKETING

DIRECT
MARKETING
BTL

Regarding their plan they decided to activate their promotion through parlors, school, college,
shopping malls, super shops, women wash rooms. Other than sponsoring events also in their
consideration that is on events like Pohela Baishakh, Valentine ’s Day, university events. They
will sponsor such events to make their brand reach broad.

20
8 ATL PLAN

TV AND
RADIO

PRESS
AT OUT OF
HOME

L
INTERNET

With this plan company tend to promote through popular TV shows, dramas, radio
announcements, online shops with good reputation, press ads. Goal is to strong brand awareness
and ensure place on customer’s evaluation set.

21
9 COMPETITOR ANALYSIS

Competitor brands of Beautina

From Organic category

FROM Chemical based CATEGORY

22
BRANDS SIZE PRICE KEY POINT

Ingredients
100 185 Pimple experts

HIMALAYA

Herbal solution of
80 160 5000 years

Ingredients

AYUSH

100 180 Ingredients

YC FACEWASH

Oil control
Ingredients
100 170 Nature and science
mix solution.
KUMARIKA

23
10. DATA ANALYSIS

For data analysis, I selected 100 females as my sample. Data was collected through online
questionnaire. Here is the outcome as responses

1. Age group-
a)15-18
b)19-21
c)22-25
other………………..

Age
a b c other

1% 12%

54% 32%

From the selected sample, big portion is from 22-25 and then 19-21, 15-18 respectfully.

2. Gender
a) Female
b) Male

24
 gender
a b

2%

98%

3. Are you suffering from any skin problem?

a) Acne
b) Pigmentation
c) Mesta
d) Dullness
e) Allergies
f) Others

Skin Problem

acne
pigmentation
mesta
dullness
allergies

25
 4. How often do you wash your face?

a) Once in a day
b) Twice in a day
c) Three times in a day
d) Or more

frequency of washing face

once in a day
twice in a day
three times in a day
or more

5. Which one do you use for washing your face?

a) Plain water
b) Natural ingredients
c) Soap
d) Facewash
e) Dove soap

material use for washing face

plain water
natural ingredients
soap
facewash
dovesoa[

26
 If you use facewash then answer the following questions.

6. What type of facewash do you prefer?

a) Gel format
b) Liquid
c) Cleanser

type of facewash
gel format
liquid
cleanser

7. How did you come to know about facewash?

a) TV/ Radio
b) Newspaper
c) Friend
d) Digital platform( facebook, Instagram, web sites)

medium
tv
newspaper
friend
digital platform

27
 8. Which facewash brand do you aware of?

a) Himalaya
b) Clean and clear
c) Ponds
d) Garnier
e) All of above
f) Body shop
g) JNH

FACEWASH BRANDS
himalaya
clean and clear
ponds
garnier
all of them
body shop
JNH

9. Which Bangladeshi facewash brand do you aware of?

a) Fair and lovely

b) Beautina
c) Neem
d) None

Bangladeshi Facewash

fair and lovely

beautina
neem
none

28
 10. What do you focus when you purchase facewash?

a) Price
b) Packaging
c) Brand name
d) Brand ambassador
e) Features
f) Advertisement

focusing part
price
packaging
brand name
brand ambassador
features
advertisement

11. What do you expect in your facewash?

a) Freshness
b) Moisturizing
c) Whitening
d) Prevent acne

expectation from facewash

freshness
moisturizing
whitening
prevent acne

29
 12. How often do you purchase?

a) Once in a month
b) Twice in a month
c) Once in 2 months
d) Or more

frequency of purchase
once in a month
1% twice in a month
24%
once in 2 months
or more
61% 14%

13. From where do you purchase your facewash?

a) Departmental store
b) Discount store
c) Stationary store
d) Online web pages
e) Cosmetic store

purchase point
departmental store discount store stationary store
online web page cosmetic store

35%
39%

11%
15%

30
 14. What size of facewash pack do you purchase?

a) 25ml
b) 50ml
c) 100ml
d) 150ml
e) Others

size
14% 14%

31%
40%

25ml 50ml 100ml 150ml others

15. Who influences your decision while purchasing facewash?

a) Friends
b) Family members
c) Yourself
d) Influencers
e) Doctors

decision influencing factors

doc
tors frie
11 nds
infl % 34
uen %
cers
17
%
fam
you ily
rsel me
f mb
31 ers
% 6%

31
 16. Do you seek any type of information before buying facewash?

a) Yes
b) No
c) Maybe

information seeking tendency

ma
no ybe
11 9%
%

yes
80
%

17. How much do you spend on a facewash?

a) 50-100
b) 100-200
c) 200-300
d) 300-500
e) More

budget
50-100
more 6% 100-
18% 200
20%

300-
500
25%
200-
300
31%

32
 18. Which facewash brand are you using currently?

a) Himalaya
b) Ponds
c) Clean & clear
d) Garnier
e) Beautina
f) Others

position of beautina
him
alay
oth a
ers 23
37 %
%
pon
ds
10
%
gar clea
nier n
8% and
clea
r
23
%

19. Do you buy same brand of facewash every time?

a) Yes
b) No
c) Maybe

brand association
maybe
9%

no
29%
yes
62%

33
 20. If yes, since when you are associated with this brand?

a) 3 months
b) 6 months
c) 1 year
d) More
e) Others

brand association
others
more

3 months

1 year

6months

As the product is from newly launched brand of the company, we can see it has poor brand
recognition. Company’s target consumer is now increasing as they are becoming skin conscious.
In matter of skin consumers are willing to expend more and unwilling to take risk. We can say
that by noticing big percentage of consumer do research before they buy facewash.
Response shows most of the facewash consumer associate with their currently using facewash
not more than 3 months.
Role of influencer is increasing day by day which can be company’s new technique to attract
target consumers. The importance of digital platform is also on high in this market.

11 Conclusion and Recommendation

34
From the overview it can be state that the product its self is good enough. But it is in lack of
brand recognition. Although company has great distribution system and availability of that
product, it failed to capture the market properly.

As the facewash is in its growing stage there are lot of things yet to done about it. Company still
didn’t start its digital promotion activity and other brand recognition programs as it planned due
to pandemic outcome. It can be a cause of its being slow in facewash market.

The good sight is that the product has demand on market and its benefits are key advantages for
company to capture the market if these can be positioned in right manner before its consumers.
From data analysis we found that beautina’s target consumers are seeker of these features that
beautina already has.

All the company need to do is to active about its promotion activities. They have great promotion
planning about Beautina facewash. The wait is for execution of these plans. Then it can be hope
that Beautina can gain the place in consumer’s mind and become the crucial player in the
Bangladesh facewash market.

12 REFERRENCE
Kameswararao, K., Sujani, C., Koteswararao, N., Rajarao, A. and Satyanarayanamma, P., 2019.
A Brief Review on Acne Vulgaris. Research Journal of Pharmacology and Pharmacodynamics,
11(3), p.109.
Donthu, N. and Gilliland, D., 2002. The Single Consumer. Journal of Advertising Research,
42(6), pp.77-84. Nihon Naika Gakkai Zasshi, 2018. News. 107(9), pp.News9-News9.
Nihon Naika Gakkai Zasshi, 2018. News. 107(9), pp.News9-News9.
Srikanth, P., g, J., a, S., s, R., Reddy, R. and k, R., 2017. CLINICAL STUDY ON
HYPONATRAEMIA. International Journal of Advanced Research, 5(9), pp.709-713.

35