Dr. Schumcher Market Activation Presentation

A Study On Market Activation Of Aseptoman And Cleanisept Liquid In Nagpur Region.

Submitted By:

Nikhil Deshmukh

HRD1613153

1A Study On Market Activation Of Aseptoman And Cleanisept Liquid In Nagpur Region

Undertaken at

PGDMSales & Marketing

AGENDA

• Company Profile

• Internship role

• Objective Of Study

• Research Methodology

• Data Analysis And Interpretation

• Findings

• Key Learning & Limitation


COMPANY PROFILE

3

Type Private limited company

Founded 2014

Head office Pune

Key people Mr. Vishal Oswal –M.D.,

CEO

Industry Pharmaceutical

Products Hygiene and disinfection

Website www.schumacher-

online.com

Source: www.schumacher-online.com

• Dr. Schumacher GmbH was founded by Dr. Henning

Schumacher in 1978.

• Headquarter – Malsfeld, Germany

• With exports to 68 countries, Dr. Schumacher GmbH aims

for further internationalization.

Product Profile

A Study On Market Activation Of Aseptoman And Cleanisept Liquid In Nagpur Region 4

Aseptoman Cleanisept liquid

INTERNSHIP ROLE

• Role – Management Trainee

• Gather information about Market Segment.

• Collect data from hospitals , food industry, and hotels.

• Fixed an appointments with target customer

• Create product & brand awareness of Aseptoman & Cleanisept liquid in Nagpur

market.

• Also discuss with dealer regarding for quotations and other product delivery.


HotelsFood industries

Hospitals

(Grade -A,B)

OBJECTIVE OF STUDY

Primary objective:

Identify the effective medium for creating brand awareness and purchase behaviour of

market segment regarding to disinfectant products.

6

Secondary objective:

• Find out the monthly expenditure to disinfectant products of various market segments

• Which are the major competitor in Nagpur market and their market share.

• Numbers of customer want to Switch from existing brand to Dr. Schumacher Products.

A Study On Market Activation Of Aseptoman And Cleanisept Liquid In Nagpur Region

HYPOTHESIS

H0: Respondent do not prefer quality over parameter while

Purchase Disinfectant products.

H1: Respondent prefer quality over other parameter while

Purchase disinfectant products.


RESEARCH METHODOLOGY

Research Design : Exploratory Research

Data Source : Primary Data

Primary Data Collection : Survey Method

Primary Data Collection Instrument : Questionnaire/Personal interview

Sampling methods and techniques : Convenience Sampling

Sample Size : 40

Districts Covered : 1 Districts


ANALYSIS

1. Friedman test


Friedman test output for mean rank of parameter

Test Statistics Output at 95% C.I

ANALYSIS


Fig. SPSS Output For Effective Medium for Brand Awareness


Graph. - Media used by market segment regarding to disinfectant product.

Question – Which Media from following help you to buy Medical products?


Graph – Factor influence new product Decision.

Question – Which of the following parameters help you for purchase disinfectant products?


15

9

11

5

0 2 4 6 8 10 12 14 16

Products from bigger company with widerdistribution

Products with various companies with qualityand Products Specifications

Products belonging to companies with goodbrand images

Product with proper quality and lesser Price

Question- Which of the following parameter may attract you most while purchasing disinfectantsproducts?

14Market share analysis of Alcoholic hand disinfectant and Surface disinfectant products

10%

50%19%

16%5%

Market Share of Surface disinfectant products

Stericlean Enzymatic cleaner

Dettol Fragrance cleaner

Other

65%

5%

18%

8%

3% 3%

Alcoholic Handrub disinfectant used in hospital of Nagpur.

Sterillium Sterimill

3M Avagard Saniscrub E

Chemical Composition Sterizen


No. of respondent switch to Dr. Schumacher products.

Maybe22%

No10%

Yes68%

Question - Would you purchase Aseptoman and Cleanisept if it was available at same price range that of your preferred product


Monthly expenditure of Disinfectant products. Specially Hand rub and surface Disinfection

0%

17.50%

22.50%

35.00%

25.00%

0%

5%

10%

15%

20%

25%

30%

35%

40%

1000-2000 2000-3000 3000-4000 4000-5000 5000+

Question - How much would you spend on a Disinfectant Products ?(monthly)

FINDINGS

1. Effective medium for creating brand awareness.

- Direct selling Via Sales Person or Medical Representative.

2. Purchase Behaviour of Market segments.

- Market segment attract to new product Via used of Product sample

Similarly Special quotation will also increase new product purchase decision.

3. Monthly expenditure of various markets segments

- Most of the market segments the monthly budget of disinfection control is 4000-

5000.


4. Competitor present in Nagpur market and their market share.

Sterillium has highest market share 65% in Nagpur market while Enzymatic

cleaner has market share 50%.

5. Number of customer want to switch from existing brand to Dr. Schumacher products.

From total 40 respondents 27 respondents will switch to Dr. Schumacher

products i.e. 68%


RECOMMENDATION

1. Company should appoint dealer to Nagpur region and full time employee to carry forward the marketing

efforts.

2. Company should provide products comparison chart to employee which help to show comparison of

product with respect to other products in term of price, quantity, contact time.

3. The base price of products should be increase and make available products to industry at higher discounts

rate.

4. The company should increase market awareness activity which help them to increase the sale

5. The product packaging of Aseptoman (alcoholic hand disinfectant) should make transparent.

6. Demonstration of product used (such as fogging technique) should conducted to improve product

perception.


KEY LEARNING

• Relationship building – How to Maintain relationship with Dealer, Doctors, Store In

charge.

• Knowledge of the field - How to deal in B2B market, Disinfectant industry.

( Prepare quotation, Feedback calls).

• Time management – Manage time to cover target audience and follow up process.

• Marketing Activity- How to conduct Marketing Activity in Medical Industry., Product

demonstration


LIMITATION

• It was difficult to complete entire market segments in 2 months.

• Secondary data about consumer, market segments, competitor reference to Nagpur division was unavailable.

• It is difficult to get data from market segments regarding to available products, quotations, margins etc.


FUTURE SCOPE

• Market penetration level is high.

• Now the hospitals, food industries and hotels are more aware about using disinfectant

products. Hence the disinfectant market has wide scope in future days.

REFERENCES


TEXTBOOKS:

• Marketing Management by Philip Kotler (2016). 15th edition.

• Market Research by Rajendra Nargundkar published by McGraw-Hill companies.

WEBSITES:

• www.schumacher-online.com

• www.carehospitals.com

• www.suretechhospitals.com

• www.haldiramfoods.com

• Company booklet and products manuals.

http://www.schumacher-online.com/

http://www.carehospitals.com/

http://www.suretechhospitals.com/

http://www.haldiramfoods.com/

Dr. Schumcher Market Activation Presentation

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