SUMMER TRAINING REPORT SUBMITED TOWARDS THE PARTIAL FULL FILLMENT

OF

BACHELOR OF COMMERCE (HONS)

SUMMER TRAINING REPORT

ON

Building Go to Market Strategy for Honasa (Dermaco)

SUBMITTED BY: Gaurav Rawat

Enrollment No: 41820688818

BATCH: 2018-2021

INTERNAL GUIDE: EXTERNAL GUIDE:

Ms. PRIYA GUND

ASSISTANT PROFESSOR

Trinity Institute of Professional Studies

Affiliated To Guru Gobind Singh Indraprastha University

 CERTIFICATE
To whom so ever it may concern

This is to certify that the project work “SUMMER TRAINING REPORT” made by Gaurav Rawat,
Bachelor of commerce (hons), Enrollment no. 41820688818 is an authentic work carried out by
her under guidance and supervision of Ms. Priya Gund.

The project report submitted has found satisfactory for the partial fulfillment of the degree of
Bachelor of commerce.

Ms. Priya Gund.

ACKNOWLEDGEMENT
It is in particular that I am acknowledging my sincere feeling towards my mentors who
graciously gave me their time and expertise.

They have provided me with the valuable guidance, sustained efforts and friendly approach. It
would have been difficult to achieve the results in such a sort span of time without their help.

I deem it my duty to record my gratitude towards the external project supervisor and internal
project supervisor Ms. Priya Gund who devoted her precious time to interact, guide and gave
me the right approach to accomplish the task and also helped me to enhance my knowledge
and understanding of the project.

Name: Gaurav Rawat

Enrollment No: 41820688818

Course: B.com (Hons)

5th Semester, 1st Shift

DECLARATION
I hereby declare that the original documented project report titled “SUMMER TRAINING
PROJECT” is an original and authentic work done by me for the partial fulfillment of Bachelor of
commerce degree.

I hereby declare that all the Endeavour put in the fulfillment of the task are genuine and
original to the best of knowledge and I have not submitted it earlier elsewhere.

Name: Gaurav Rawat

Course: B.com (hons)

5th Semester, 1st Shift

TABLE OF CONTENTS

S. NO. PARTICULAR PAGE NO

1 CHAPTER 1- INTRODUCTION 7
❖ INDUSTRY PROFILE
❖ COMPANY PROFILE

2 CHAPTER 2- OBJECTIVES AND RESEACRH METHODOLOGY 10

❖ OBJECTIVES
❖ RESEARCH METHODOLOGY
❖ DATA SOURCES
❖ RESEARCH APPROACH
❖ SAMPLING DESIGN

3 CHAPTER 3- DATA ANALYSIS AND INTERPRETATION. 15

4 FINDINGS 23

5 LIMITATIONS OF THE STUDY 24

6 RECOMMENDATION 25

7 CONCLUSION 26

8 BIBLOGRAPHY 27

9 ANNXURE 28

CHAPTER - 1
INTRODUCTION
 INDUSTRY PROFILE
INTRODUCTION
Today marketing is known as an advanced blend of strategy and technology, however, it hasn’t
always been this way. The history of marketing as we know it began with humble beginnings of
simply trying to sell goods and services.

Attempts to accomplish this may be as old as civilization itself. Some believe it started with
trying to presents to presents goods in a certain way for training. The efforts to develop
persuasive communications for selling goods and services have been around since the times of
ancient China and India. This activity may not have been recognized as a marketing business at
the time, but it is where the idea of marketing started to develop.

Concept of Marketing
The ideas of marketing as it is understood in the modern era began during the time of the
Industrial Revolution. This period spanned the late 18th century and lasted long into the 19th
century. It was a time of rapid social change motivated by innovations in the scientific and
technological industries.

It was during the Industrial Revolution that purchasing goods began to be easier for a consumer
than make things themselves. Mass production created many industries engaged in the same
endeavor to serve the needs of a growing consumer market. The infrastructure for
transportation as well as mass media took hold. It created a need for producers to find better
ways to develop products customers needed and a more sophisticated approach to informing
them about these commodities.

Increased Competition
Starting in the early twentieth century to the late 1940s competition in the business world
became intense. The need to increase selling by using marketing techniques became an
essential part of being competitive. The ability to develop a brand and appropriately market it
grown in value.

The competition also drove the need to increase production outputs and market shares within
all industries. Marketing began to emphasize distribution methods as well as types of consumer
communication. The goal soon became to persuade consumers the goods and services provided
by one company were better than those of another company offering the same thing.

COMPANY PROFILE

Honasa Consumer Private Limited is an Indian Non-Government Company. It's a private

company and is classified as' company limited by shares'.

Honasa Consumer Private Limited is majorly in Business Services business and currently,
company operations are active. Company's authorized capital stands at Rs 1.0 lakhs and has
100.0% paid-up capital which is Rs.1.0 Lakhs.

Company is registered in Delhi (Delhi) Registrar Office. Honasa Consumer Private Limited
registered address is HONASA CONSUMER PRIVATE LIMITED West Enclave, Pitampura,
71,Mausam Apartment, 110034 New Delhi-New Delhi.

Honasa comes from Honest, Natural & Safe. Honasa Consumer believes in creating products
that are natural and safe for the entire family. The company’s value of Honesty makes sure that
we provide full disclosure of what we add in our products & why. Our first brand Mama Earth is
targeted at young parents, it's Asia's 1st Made Safe certified brand for moms and babies. We
will continue to strive on this journey to create a future with better for you products. Our
organization thrives on individuals who are enterprising, creative, honest and diligent.
Website
http://www.mamaearth.in

Industries
 Consumer Goods

Specialties
Consumer Products, FMCG, Digital First, and Young Parents

SUCCESS:
In just four years, Honasa became Asia’s first brand to get the Made Safe certification for its
toxin free products .The Company is aiming at reducing parental stress and is continually
improving and innovating to make the world a safer place for both the babies and their parents.

Started with six products in the baby care range, Honasa has now diversified into skin and hair
care products for men and women across 80 SKUs as well as products designed especially for
pregnant women .The Company has catered to over 1.5 million consumers in more than 500
cities across India.

Becoming an Rs 100 crore company Honasa becoming the India’s fastest growing brand
crossing Rs 100 crore turn over mark in just four years.

POPULARITY:

Honasa has also been chosen as ‘One of the Best Brands’ in India at the second edition of The
ET Brand Festival held last year. Honasa is one of the few plastic positive brands in India .The
Company strives to conserve Mother Earth for future generations of babies. With an initiative
called ‘Let’s Recycle’, the company recycles more plastic than it ever uses and also spreads
awareness by making the customers a part of the programme.

Challenges and competition one of the biggest challenges is to stay relevent to the target
market. There is a need to innovate and differentiate from competitors constantly. Since the
company is committed to delivering 100 percent nontoxic products in a market flooded by
brands from giant FMCG companies, the challenge is to find the best ingredients to deliver the
safest products at reasonable prices.

Talking about future plans, Honasa will continue to create brand awareness through a strong
focus on influencer marketing and targeted digital funnels.

Honasa Consumer Private Limited Details

CIN U74999DL2016PTC306016
Status ACTIVE
Company Category Company Limited by Shares
Company Sub-category Indian Non-Government Company
Company Class Private
Business Activity Business Services
Authorized Capital 1.0 lakhs
Paid-up Capital 1.0 lakhs
Paid-up Capital % 100.0
Registrar Office City Delhi
Registered State Delhi
Registration Date 16 Sep, 2016

CHAPTER – 2
Research Methodology & Objectives
 OBJECTIVES
1. To identify the buyer center and personas.
2. Build brand awareness and demand generation with inbound and/ or outbound
methods.
3. Analyze and shorten the sales cycle.
4. Strategize ways to tap into your existing customer base.
5. Find ways to optimize your pipeline and increase conversation rates.
6. Optimize your ads based on the result of your tests before implementing them on
wide scale.
7. Understand your buyer journey

Research methodology

We live in a world that’s overflowing with information. Sifting through all the noise to extract
the most relevant insights on a certain market or audience can be tough.

That’s where market research comes in – it’s away for brands and researchers to collect
information from target markets and audiences.

Once reliant on traditional methods like focus groups or surveys, market research is now at
across roads. New tools for extracting insights, like incorporating social media data, have joined
the array of market research methods available.

Research methodologies can be quantitative (for example, measuring the number of times
someone does something under certain conditions) or qualitative (for example, asking people
how they feel about a certain situation). Ideally, comprehensive research should try to
incorporate both qualitative and quantitative methodologies but this is not always possible,
usually due to time and financial constraints. Research methodologies are generally used in
academic research to test hypotheses or theories. A good design should ensure there search is
valid, i.e. it clearly tests the hypothesis and not extraneous variables, and that there search is
reliable, i.e. it yields consistent results every time.

Data Sources
Market research can be split into two distinct sections: primary and secondary.

They can also be known as field and desk, respectively (although this terminology feels out of
date as plenty of primary research can be carried out from your desk).

Primary Research
Primary market research is research you carry out yourself. This could include running your own
focus groups or conducting surveys.

Secondary Research
Secondary market research is research carried out by other people that you want to use. This
could include studies carried out by researchers or financial data released by companies.

Focus Groups
A simple concept but one that can be hard to put into practice. You get a bunch of people into a
room, record them, and ask them about whatever you want. For some it’ll be new product
ideas, for others it might be views on a political candidate.

Surveys:
In survey research survey questions are given to respondents (in person, over the phone,
emailed, or an online form). Questions can be close-ended or open-ended. As far as close
ended questions go, there are many different types:

❖ Dichotomous (two choices, such as yes or no)

❖ Multiple choice
❖ Checkbox
❖ Rating scale

Social Media Listening;

Social media has reached a point where it is seamlessly integrated into our lives. And because it
is a digital extension of us, people freely express their opinions, thoughts, and hot takes on
social media. Because people share so much content on social media and the sharing is so
instant, social media is a treasure trove for market research. There is plenty of data to tap into
and dissect. By using a social listening tool, like Consumer Research, researchers are able to
identify topics of their interest, and then analyze relevant social posts. For example, they can
track brand mentions and what consumers are saying about the products owned by that brand.

Research Approach
There are two basic approaches to research

➢ Qualitative Research
➢ Quantitative Research

1. Quantitative Approach
Quantitative approach involves the generation of data in quantitative terms which can be
subjected to rigorous quantitative analysis in a formal and rigid fashion. This approach can be
further sub-classified into:

a) Inferential approach
b) Experimental approach
c) Simulation approach

The purpose of inferential approach to research is to form a database from which to inter
characteristics or relationships of population. This usually means survey research whereas
ample of population is studied (questioned or observed) to determine its characteristics and it
is the interred that the population has the same characteristics. Experimental approach is
characterized by much greater control over their search environment and in this case some
variables are manipulated to observe their effect on other variables. Simulation approach
involves the construction of an artificial environment within which relevant information and
data can be generated. This permits an observation of the dynamic behavior of a system (its
sub-system) under controlled conditions.
 2. Qualitative approach
Qualitative approach to research is concerned with subjective assessment of attitudes opinions
and behavior. Research in such a situation is a function of researcher's insights and impressions.
Such an approach to research generates results either in non-quantitative form or in the form
which are not subjected to rigorous quantitative analysis. Generally, the techniques of focus
group interviews, projective techniques and depth interviews are used.

Sampling Design
Sampling design is about deciding who you’re going to collect your data from (i.e. your sample).
There are many sample options, but the two main categories of sampling design are:

1) Probability Sampling:
Probability sampling means that you use a completely random sample from the group of
people you’re interested in (this group is called the “population”). By using a completely
random sample, the results of your study will be generalized to the entire population. In
other words, you can expect the same results across the entire group, without having to
collect data from the entire group (which is often not possible for large groups).
2) Non-Probability Sampling.
Non-probability sampling, on the other hand, doesn’t use a random sample. For
example, it might involve using a convenience sample, which means you’d interview or
survey people that you have access to (perhaps your friends, family or work colleagues),
rather than a truly random sample (which might be difficult to achieve due to resource
constraints). With non-probability sampling, the results are typically not generalized.

CHAPTER – 3
DATA ANALYSIS AND INTERPRETATION OF DATA
Q1. What skin problem you are facing now a day?

FACTOR RESPONSES PERCENTAGE

ACNE 11 22%

DARK SPOTS 26 52%

PATCHES 10 20%

ATOPIC ECZEMA 3 6%

TOTAL 50 100%

50 RESPONSES

ACNE
DARK SPOTS
PATCHES
ATOPIC ECZEMA

INTERPRETATION: 52% of the people were facing dark spots, 22% of the people
were facing acne, 20% of the people were facing patches and 6% of the people
were facing atopic eczema.
Q2. Which company products you use for skincare?

PRODUCTS RESPONSES PERCENTAGE

Dabar 12 24%

Patanjali 15 30%

Himalaya 16 32%

AstraZeneca 7 14%

Total 50 100%

Products

Dabar
Patanjali
Himalaya
AstraZeneca
INRERPRETATION: 32% of the people use Himalaya products for skincare, 30%
of the people use Patanjali products for skincare, 24% of the people use Dabar
products for skincare and remaining 14% of the people use AstraZeneca products.

Q3. How was your experience on the product which you used for skincare?

Experiences RESPONSES PERCENTAGES

Very Good 1 2%

Good 26 52%

Bad 20 40%

Worse 3 6%

Total 50 100%

Responses

Very Good
Good
Bad
Worse
INTERPRETATION: 52% of the total people found that the product they used for
skincare is good followed by 40% of the people have bad experience with the
product they used for skincare. 3% of the people have worse experience and 2%
of the people have very good experience with the product they use for skincare.

Q4. Where you see skincare product advertisement mostly?

PLATFORM RESPONSES PERCENTAGES

Newspaper 3 6%

Television 2 4%

Social media 45 90%

Total 50 100%

Platform

Newspaper
Television
Social Media
INTERPRETATION: 90% of the people watch skincare advertisements mostly in
social media platform like Facebook, Google, etc. 6% of the people watch skincare
advertisements mostly in Newspaper and 4% of the people watch skincare
advertisements mostly in television.

Q5. How you buy consumer care products?

Pathways/ channel RESPONSES PERCENTAGE

Online market 10 20%

Wholesale market 15 30%

Retail market 25 50%

Total 50 100%

channel/ pathway

Online market
wholesale market
retail market
INTERPRETATION: 50% of the people buy consumer care product from retail
market, 30% of the people buy consumer product from wholesale market and
remaining 20% people buy consumer care products from online market.

Q6. How much money (INR) you can afford in a month for buying skin care
products?

BUDGET (INR) RESPONSES PERCENTAGE

Less than 250 30 60%

250 – 500 5 10%

500 – 1000 6 12%

1000 – 2000 6 12%
More than 2000 3 6%
Total 50 100%

Budget (INR)

Less than 250

250 - 500
500 - 1000
1000 - 2000
More than 2000
INTREPRETATION: 60% of the people cannot afford more than INR 250 per month
for buying skin care products.

Q7. Do you like products advertised by big celebrities?

RESPONSES PERCENTAGE
Yes 11 22%
No 39 78%
Total 50 100%

Responses

Yes
No

INTRPRETATION: More than ¾ of the total people do not like products advertised
by big companies.
 FINDINGS

1. Social media platform like Facebook, instagram, etc. is the best for
advertising skincare product as compared to newspaper and television.
2. Half of the people buy consumer care products from retail market followed
by 30% of the people buy these products from wholesale market.
3. Most of the people use Patanjali and Himalaya products for skincare.
4. More than half of the total people found that the product they used for
skincare is good.
5. Half of the people are facing dark spots in these days.
6. More than half of the total people cannot buy products more than INR 250.
 LIMITATIONS OF THE STUDY

1) The study was based on a very modest sample size hence cannot be called
as a representation of the views and opinion of the majority.
2) Some of the consumers were reluctant to give full information, this leads to
bias & may not reflect the true picture.
3) In a rapidly changing industry, analysis on one day or in one segment can
change very quickly. The environmental changes are vital to be considered
in order to assimilate the findings.
4) Due to COVID–19 only online modes of surveys are possible i.e.
Questionnaire, this may lead to not filling the form properly
 RECOMMENDATIONS

1. Most of the consumer of the product is from young generation so my

suggestion is that the company should start making people for other people
also.
2. For better growth of their products the company should start
advertisements in social media platform.
3. I would like to suggest that the company should launch more products on
dark spots
4. I would also like to suggest them to make their product more available in
retail market.
5. I would recommend that the company should make their products price
competitive as it will attract more consumers who have fewer budgets.
 CONCLUSION

After taking a project for 8 weeks at HONASA Pvt. Limited and analyzing survey or
questionnaire on building go to market strategy for the company. I reached to the
conclusion that the company “HONASA Pvt. Limited” can easily make their
product available to the consumer by making it available in retail market. For
marketing, the company should use social media platform. They can make a large
percent of share in the consumer market by making more products on dark spots
treatment. Gaining and maintaining consumer’s preference is a battle that is
never really won. Continued and consistent branding initiatives that reinforce the
consumer’s purchase decision will, overtime, land the product in consumer
preference sets. Attaining and sustaining preference is an important step on the
road to gaining brand loyalty
 BIBLOGRAPHY

• Blog.Hubspot ( 2020, June 11) the proven process for developing a Go To

Market strategy from https://blog.hubspot.com/sales/gtm-strategy

• The Cult Branding Company ( 2019, Feb 8 ) Developing a winning Go To

Market Strategy from https://cultbranding.com/ceo/developing-winning-
go-to-market-strategy/

• Full surge ( 2016, September 19 ) Seven Steps for launching an Effective Go

To Market Strategy from https://www.fullsurge.com/blog/seven-steps-
for-launching-an-effective-go-to-market-strategy

• Planio ( 2018, October 25 ) 9 steps to build a Go to Market strategy from

https://plan.io/blog/go-to-market-strategy/
 ANNEXURE
Q1. What skin problem you are facing now a day?

(a) Acne
(b) Dark spots
(c) Patches
(d) Atopic eczema

Q2. Which company product you use for skin care

(a) Dabar
(b) Patanjali
(c) Himalaya
(d) AstraZeneca

Q3. How was your experience on the product which you used for skincare?

(a) Very Good

(b) Good
(c) Bad
(d) worse

Q4. Where you see skincare product advertisement mostly?

(a) Newspaper
 (b) Television
(c) Social media

Q5. How you buy consumer care products?

(a) Online market

(b) Wholesale market
(c) Retail market

Q6. How much money (INR) you can afford in a month for buying skin care products?

(a) Less than 250

(b) 250 – 500
(c) 500 – 1000
(d) 1000 – 2000
(e) More than 20000

Q7. Do you love products advertised by big celebrities?

(a) Yes
(b) No