Internship Report on Consumer Perception of Keya Cosmetics Ltd.

Executive summery

Internship program is an integral part of BBA program. After completing of consecutive 12 semesters, internship program is organized by the department in some particular organization to give practical knowledge. Along with the theoretical knowledge, such practical knowledge is very much important for Business students. Since I have done my Major on Marketing.  So I chose Keya Cosmetics that is the largest private company in Bangladesh, to carry out my internship & my topic of intern was selected, which is “Consumer Perception (Trade and Final Consumer) Of Keya cosmetics Ltd.”. The report consists of eight chapters. Chapter one, describe the Introduction, Background of the study, Objective of the study, Duration of the study, Limitation of the study. In Chapter two I tried to describe the Objective of the company, Background, Company Profile etc. In chapter three I describe Marketing Mix of Keya Cosmetics Ltd. chapter four SWOT analyses of organization.  Chapter five I describe Findings. Chapter six Recommendation, Conclusion, Chapter seven I give some Questioners about my research. At last Bibliography.

CHAPTER –O1

Introduction Part

1.1 Introduction

The Keya Cosmetics Ltd. is one of the largest and high quality cosmetic companies in Bangladesh located at Jarun, Konabari, Gazipur. It come into begin in 1996 at a cost of Tk. 120 million and launched production in early 1997 as a sister concern of the Khaleque Group of Industries. Converted into public Ltd. Company in the year 1999.

Quality comes first- keeping this principle in mind; the company aim at producing guarantied international quality cosmetics and toiletries for quality conscious people of home and abroad.

In this chapter, Background of the study, Objective of the Study, Organization of the study, Duration of the study, Limitation of the study etc. have been highlighted.

1.2 Background of the Study

The Keya Cosmetics Ltd. is one of the largest and high quality cosmetic companies in Bangladesh. Quality comes first- keeping this principle in mind; the company aim at producing guarantied international quality cosmetics and toiletries for quality conscious people of home and abroad. Since this a product oriented company various kinds of marketing activities are necessary to operate this company successfully. As a student of BBA whereas major subject is marketing; practical knowledge about marketing sector is very much necessary for By doing Internship in this company it has been possible to gain practical knowledge about marketing sector. So, The objective of this study is to achieve practical knowledge about marketing sector so that it may help me in future by providing experience while I will engage in any marketing related job in any company.

1.3 Objective of the Study

Main objectives of the study are as follows:

* To know the Consumer Perception (Trade and Final Consumer) Of

Keya cosmetics Ltd.

* To know the various products and services of the organization

(Trade and Final Consumer).

* To know the activities of the organization.

1.4 Duration of the Study

The total duration of the study was Three month and this duration is from February 22, 2010 to May 15, 2010.

1.5 Methodology 

In this report the qualitative research procedure is used to collect the information of the report. The direct approach is utilized to gather the information. Here the employees of the Keya Cosmetics Ltd. are asked different type of questions relating to the report to helping the making of this report. The direct approach, the depth interview which is the method of research procedure, is applied. Here the Assistant General Manager of marketing department is asked different questions and to explain different issues in an unstructured, direct and in a personal manner to give his opinion about the topic of the report.

Primary Sources:

*  Face to Face conversation with the respective client, officers and staffs.

*  Structured Survey on customers

*  Interviewing officers and staffs

*  In-depth study of selected cases.

*  Sharing practical knowledge of officials.

*  Related files, books study provided by the officers concerned.

*  Practical Desk work

*  Direct observation

Secondary data

Secondary data are those data that have already been collected for the purposes other than problem at hand. In this report both the internal and the external data is used to collect the information about the Existing Marketing Strategy of Keya Cosmetics Ltd. The internal data have been collected from the available data within the organization such as Konaberi Office and Banani Office of Keya cosmetics Ltd. whereas the external data have been collected from the external source such as published materials, internet etc.

Secondary Sources:

*  Annual Report, Audit Reports of Keya Cosmetic Ltd.

*  Relevant books, Research papers, Newspapers and Journals.

*  Website of Keya Cosmetic Ltd.

Vouchers, Instruments, Forms & Circulars

1.6 Limitation of the Study

When I was running my Internship I faced some problems, which have been considered as limitation of the study. The limitations are:

• Due to time limitation several information about Keya Cosmetics Ltd. cannot be provided.
• Even due to shortage of time, several distributors and retail stores have not been visited.
• The study is mostly based on secondary data. Primary information has been collected only through depth interview method.
• No questionnaire interview has been conducted for this study.
• Data collection through Focus Group Discussion (FGD) has not been conducted for this study. Keya Cosmetics Ltd. is one of the largest companies in Bangladesh. It is providing the people of our country the best product at affordable price. “No compromise with the Quality” is the key policy of the Top Management.

Chapter: 2

Organizational Overview

2.1 Introduction

The Keya Cosmetics Ltd. is one of the largest and high quality cosmetic companies in Bangladesh located at Jarun, Konabari, Gazipur. It come into begin in 1996 at a cost of Tk. 120 million and launched production in early 1997 as a sister concern of the Khaleque Group of Industries. Converted into public Ltd. Company in the year 1999.

Quality comes first– keeping this principle in mind; the company aim at producing guarantied international quality cosmetics and toiletries for quality conscious people of home and abroad.

2.2 Objective of the company

To manufacture and sell high quality Cosmetics and Toiletries products to the people of all age group within an affordable price. “No compromise with the Quality” is the key policy of the Top Management. They do believe that, they are reasonable and accountable to all concern with whom they deal; namely; their business associates, their employees, their customers and their shareholders.

2.3 Company Background

By dint of their stewardship, since intention to win the hearts and minds of the populace, taking the right strategy with quality and price, Keya products achieved on upsurge in customer demand within a short span of time. The company, as a result, expanded by adding Euro based most sophisticated machinery. Keya cosmetics occupy a huge position in the cosmetics world of Bangladesh and its heart and mind pacifying fragrance has spread over the foreign territories as well. Now the project is cosmetics and toiletries products within the competitive range of price. The research team of the company is trying hard to develop new product in the existing product line. Backward linkages industries named, “Keya Soap Chemicals Ltd.” is being constructed to for having easy supply of raw materials for Keya Beauty Soap and Laundry Soap (sodium salt of Palma tic acid) at the estimated cost of Tk. 85 core.

Companies’ international standard production unit is equipped with modern quality control product and microbiological lab with the latest technology and a group of top professionals. All of the cosmetics and toiletries are marketed under the brand name of “ Keya”. Each stage of production undergoes rigorous testing and quality control process. The finish products are gain tested to ensure the desired standard of quality before placing of products in the market. The raw materials and active ingredients of products of Keya Cosmetics Ltd. art improved from required manufactures of Malaysia, Indonesia, Italy, France, Germany, Singapore, England, Switzerland, and USA.

2.4 Company Profile

Corporate Headquarter                 Jarun, Konabari, Gazipur

Liaison Office                             Priyo Prangon Tower,

Apt. No.6/13, House#19,

Road No.17

Kamal Ataturk Avenue,

Banani, Dhaka-1214

Factory                                      Jarun, Konabari, Gazipur

Year of Establishment                               1996

Commercial Production                            1997

Converted into Public Ltd. Co.                   1999

Initial Public Offering (IPO)                     2001

Stock Exchange Listing:

Dhaka stock Exchange                                 2001

Chittagong                                                   2001

Status                                               Public Limited Company

Business Lines                      Manufacturing and Marketing, Selling

                                                    of Cosmetics & Toiletries Products.

Deports                                             Chittagong, Sreemangle

Barisal, Jessore & Bogra

Exports Outlets                                 India, Bhutan, UAE, Nepal, Kuwait, Saudi Arabia, and Myanmar

Authorized Capital                                 700 Million Taka

Paid-up Capital                                               288 Million Taka

Turnover (net) in Taka of 2008-09         1,157.42 Million

Number of Shareholders                         8,929 (as on 30.06.2008)

Number of Employees                             5475

The Keya Cosmetics Ltd. would be defined in a huge margin after the successful completion of the projects. Remarkable benefits are mentioned bellow:

• It is ensure easy supply of raw materials soap nodules at the least price
• It is not be required to mentioned huge stock of soap nodules
• It is sustainable decrease financial cost incurred for utilizing huge stock of soap nodules
  

2.5 Report of the Directors to the Shareholders

For the year ended 30 June 2009

The directors have pleasure in presenting their report together with the audited accounts for the year ended 30 June 2008 together with auditor’s report thereon. The financial results of the company for the year 2007-2008 as compared to previous.

Before you some competitive information and graph for better understanding:

Chapter: 3

Marketing Mix of Keya Cosmetics Ltd.

3.1 Existing Products of Keya Cosmetics Ltd.

 3.2 Details about Some Important Products

KEYA SUPER BEAUTY SOAP

Keya Super Beauty Soap is mode of 100% vegetable fat and widely accepted by people of all age group and races for its purity, high quality and brilliant look. It is a matter of gratification for us that international community has shown interest on this sensational beauty soap as well.

Ingredients

A. Sodium salt of Palmatic Acid:

High graded sodium salt of Palma tic Acid (100%) vegetable fat imported from Malaysia in noodles form.

B. Perfume: World famous Swiss perfume is used in Keya Super Beauty Soap.

C. Coloring Agents: The world renowned SANDOZ of Switzerland is the producer of Viscofil brand soap color. This high quality and expensive Viscofil brand soap color used in Keya Super Beauty Soap.

D. Glycerin: Glycerin is used as huemachant in Keya Super Beauty Soap to protect the skin from roughness.

E. Milk Cream: Used to nourish softness of skin.

F. Vitamin E: Maintains brightness of skin and used as age defer.

The whole process of producing soap is fully automated. Italy’s Mazoni Lab double molding most sophisticated soap producing machine is used to mix imported raw materials.

CHEMICAL test is OK.

Impressive wraps of products are printed in Indonesia.

KEYA SUPER LEMON SOAP

This soft and cleansing lather producing soap enriched with fresh lemon perfume has indeed received a great deal of opportunity. It has come as blessings on skin and sprit. This soap is produced with active green lemon perfume and with same ingredients of   Keya Super Beauty Soap.

KEYA TALCUM POWDWR

Keya Talcum Powder contains essential ingredients to absorb moisture and bring breeze of freshness of body and mind.  This heart soothing perfumed talc keeps the skin smooth and dries it hot and humid summer days.

Special Test

Though sterilize talc is used in Keya Talcum Powder, nevertheless, it is tested in the microbiological lab to make sure its freshness from bacteria. World famous Swiss perfume imports a perfumed touch of richness and luxury to Keya Talcum Powder and people of both sex and all age groups simply get down to it.

Keya pure coconut oil is a symbol if purity. Is raw materials are directed imported from Colombo? In order to ensure purity and quality the raw materials are tasted our own laboratory.

The are accomplished with British Pharmacomia (BP) and United States Pharmacomia (USP).

Things considered at the time of physical testing:

1. Refinement of Oil
2. Perfume Contents
3. Refractive Index
4. Specific Gravity

Things considered at the time of chemical testing:

1. Saponification Value
2. Lodine Value
3. Acid Value

The rich natural ingredients and takoferol make Keya pure coconut oil a high quality product and the people cover it. High acid value in the oil jeopardizes refinement, purity; natural flavored and obviously such oil does a dreadful mischief to hair. In Bangladesh standard acid value fixed by BSTI is 0.5%. Having passed all tests, Keya pure coconut oil is filtered again and this is how we maintain significant purity in Keya pure coconut oil.

The tin container of Keya pure coconut oil is sealed in an automated process with a view to making it totally rusts free. Keya pure coconut oil was marketed in 1977 and since then we have been strictly maintain the quality. No wonder the women of Bangladesh love this product and most favorite one of them.

Skin cries for apt cosmetics for specific time. Consumers handle with Keya Petroleum Jelly.

As winter dries out moisture of human body, mainly palm and hill suffer from less oil vascular and chap. These jellies adroitly supplement this deficiency by creating special type of protecting wall on the skin that preserves the moisture.

Keya Laundry Soap has earned much fame by virtue of its full freshness from animal fat. Its natural ingredients not only look after your cloth but also your priceless skin.

Keya Lip Gel gives full protection to lips from chapping in cold seasons and keeps lips extra soft.

Effective Ingredient:

Alovera Gel: This stuff takes extra care of lips. It strongly guards the lips from good deal of hazards that come about in the winter.

Keya Lip Gel contains digestive flavor. So, do not worry you happen to swallow it. It is produced in two colors.

Weight –100 gm,130 gm, 150 gm

Colour –White

Ingredients- sodium palmitate,  sodium palm,, Kermelate or cocoate, Aqua. Perfume, preservative.

Weight –200ml & 400ml

Colour –Natural

 Ingredients– Coconut Oil

Weight –60 gm,100 gm, 130 gm&150 gm

Colour –Green & Yellow

 Ingredients– sodium palmitate,  sodium palm,, Kermelate or cocoate, Aqua. Perfume, colour, preservative.

Weight –50 gm

Colour –White

 Ingredients- Stearic acid, glycerine, potassium hydroxide, perfume, coconut oil, boric acid, formine agent.

Weight –60 gm,125 gm

Colour –Natural

Ingredients– Purified glycerine

Weight – 50ml

Colour –Orange

Ingredients-White petroleum jelly, paraffin oil, colcur & flavour

Weight – 45 gm,100 gm,200 gm

Colour –White

Ingredients–  Calcium carbonate PPT, Nipagin M sodium, Nipasol M sodium, PEG-600, sodium Monofluoro Phosphate, saccharin sodium ,sodium cmc.

Weight –100 gm

 Colour –White

Ingredients– Stearic Acid, coconut oil, boric acid, potassium hydroxide, glycerin, foaming agent & perfume.

Weight –50 gm

 Colour –White

Ingredients-  Stearic acid, cetyl alcohol, postassium bi-carbonate, perfume & Nipazin-m-sodium.

3.3 Existing Price of Products of Keya Cosmetics Ltd.

 3.4 Difference between company rate and retail price

(Some products have been highlighted as example.)

Here it has been observed that the difference between company rate and retail price varies on the basis of product’s category. The differential amount is divided into two portions, one for distributors and another for retailer. Their profit depends on this differential amount.

3.5 Comparison of Keya’s Product with Other Competitors’ product on the Basis of Market Price

For this portion comparison of all products with Keya cosmetics are not possible. So, only six items has been shown here:

Coconut Oil

Here it has been found that both a type of oil contains 400 ml, but the price is different. On the other hand the quality of both products is same. So, the findings is Keya provide better quality at lower cost.

Detergent

Here the price and quantity of both products is same. Keya do not charge more prices for similar product then its competitor’s product.

Super Excel

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Here it has been found that both types of products contain 500 gm, but the price is different. On the other hand the quality of both products is same. So, the findings are that Keya provide better quality at lower cost.

Beauty Soap

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Here the price and quantity of both products is same. Keya do not charge more prices for similar product then its competitor’s product.

Laundry Soap

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As it is seen in the diagram that the price of Keya laundry soap is quite less than that of wheal laundry soap though the volume and quality are same.

Lip Gel

Here it has been found that both types of products contain 500 gm, but the price is different. On the other hand the quality of both products is same. So, the findings are that Keya provide better quality at lower cost.

Beauty Soap

Here the price and quantity of both products is same. Keya do not charge more prices for similar product then its competitor’s product.

3.6 Existing Promotional Activities of Keya Cosmetics Ltd.

Advertising

Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.

Examples: Print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails.

Keya Cosmetics Ltd. provides advertisement in several commercials such as:

Personal selling

A process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation.

Examples: Sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing. Can be face-to-face or via telephone.

Keya Cosmetics Ltd has conducted personal selling. The Sales Officers (SO) of Keya Cosmetics Ltd reach to every retail shop in order to recognize their products and also to collect order.

Sales Promotion

Incentives designed to stimulate the purchase or sale of a product, usually in the short term.

Examples: Coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions.

Keya Cosmetics Ltd. Has been provided two types of sales promotion- (a) Customer – Oriented Sales Promotion (b) Trade – Oriented Sales Promotion.

Customer – Oriented Sales Promotion 

It is targeted to the ultimate users of a product or service and includes couponing, sampling, rebates, contests etc. These promotional tools encourage customers to make an immediate purchase and thus can stimulate short term sales.

Keya offers to its customers the following promotions:

1. One (1) pice Keya Glycerine Laundry Soap (120gm) free with two (2) pice of Keya Super Beauty Soap (90gm).
2. One (1) pice Keya Glycerine Laundry Soap (70gm) free with one (1) pice of Keya Super Beauty Soap (90gm).
3. 100gm free (500+100) with Keya Lemon Detergent (500gm).
4. Jar and one (1) pice Keya Super Lemon Soap (90gm) with one pice of Keya Super Excel (500gm).
   

Trade – Oriented Sales Promotion

It is targeted towerd marketing intermediaries such as wholesalers, distributors, retailers. Price deal, sales contests etc. are some of the promotional tools.

Keya offers to its retailers the following promotions:

1. 2 pice Keya Super Beauty Soap (90gm) and 1 pice Life Gard Gold free with 24 pice  Keya Super Beauty Soap (90gm).
2. 3 pice Keya Lemon Detergent (400gm) free with 12 pice Keya Lemon Detergent (500gm).

Public Realations

Non-paid non-personal stimulation of demand for a product, service, or business unit by planting significant news about it or a favorable presentation of it in the media.

Examples: Newspaper and magazine articles/reports, TV and radio presentations, Charitable contributions, speeches, issue advertising, and seminars.

3.7 Distribution Policy of Keya Cosmetics Ltd.

Name of the distributors of Dhaka Head Office (A zone)

Distributors

Target

Distribution Process:

Chapter: 4

 SWOT Analysis

4.1 SWOT Analysis:

SWOT Analysis is an important tool for evaluating the company’s Strengths, Weaknesses, Opportunities and Threats. It helps the organization to identify how to evaluate its Perception and scan the macro environment, which in turn would help the organization to navigate in the turbulent ocean of competition. The SWOT analysis of Keya Cosmetic Ltd. Are  presented below:

Chapter: 5

FINDINGS

5. Findings:

Keya cosmetics ltd has been standing as an emblem of the purity and cleanliness and offering the purest and cleanest and the most effective cosmetics and toiletries products to its huge and vast markets throughout Bangladesh and abroad. The commitments of the company are:

• To provide best quality products by using finest ingredients
• To understand and to meet the requirements of the consumers.
• To use highly skilled, efficient, professional and expert manpower.
• To adopt ultra modern and latest technologies
• To maintain the world class standard of the products.

The company began its journey with most modern and sophisticated machineries and adopted latest technologies and within a short time, has occupied a glorious position in the cosmetics market. Cosmetics products are manufactured with the finest ingredients of highest quality and marketed with attractive packaging. The company has obtained ISO 9001, the 21^st century’s worldwide standard for quality control and quality assurance. The company understands that the quality of its products is not only a reflection of the company but also of its valued customers. Each stage of production under goes rigorous testing and quality process. The finished products are again tested to ensure the desired standard of quality before placing products in the markets. The company has state of the art R & D laboratories with a group of experts to supervise the entire gamut of activity pertaining to the manufacturing of the products. There are scores of relevantly qualified and experienced professionals to work under highly experienced supervisors to undertake the preparation of the products with minute attention given to every aspect of them. After the preparation is over, the products are tested for efficiency and safety. Before leaving for the market, the products are tested for their odor and usability. Our experts take a lot of pain before giving final approval to the cosmetics and to achieve international standards.

The entire production process from research and development, compounding, filling to packaging and shipping is inspected and monitored, assuring consistent quality products. Attention to detail in production is a vital and important element of day to day activities of professionals of Keya Cosmetics Ltd. Quality control personnel carefully review each phase of production to ensure that and consumers are provided with the finest products.

Chapter: 6

Recommendation and Conclusion

6.1 Recommendation

Keya Cosmetics Ltd. is one of the largest companies in Bangladesh. Quality comes first- keeping this principle in mind; the company aim at producing guarantied international quality cosmetics and toiletries for quality conscious people of home and abroad.

Few suggestions and recommendations have been provided here so that it can survive better in future.

• Diversification of product should be conducted as soon as possible so that people can get their necessary products from this company.
• Distributors are not as much as obedient to follow the instruction of the company. So, it should be consider carefully.
• Delivery Officers have poor knowledge about market. So, they should be trained properly.
• Promotion facility of the employees should be increase so that they can more motivate to their job.
• It will more benefit if the company appoints the Delivery Officer.
• In case of Shopping Mall, delivery of products should be provided directly by the Company.
• Some retailers are not much aware about Keya’s product. They should provide awareness about it.
• Create more awareness to the people about the products of Keya Cosmetics Ltd.
  

6.2 Conclusion

The Keya Cosmetics Ltd. is one of the largest and high quality cosmetic companies in Bangladesh. Quality comes first- keeping this principle in mind; the company aim at producing guarantied international quality cosmetics and toiletries for quality conscious people of home and abroad. Since this a product oriented company various kinds of marketing activities are necessary to operate this company successfully. As a student of BBA whereas major subject is marketing; practical knowledge about marketing sector is very much necessary for By doing Internship in this company it has been possible to gain practical knowledge about marketing sector.

The findings and analysis of the research are about Keya’s environment, its people, its work, its products and its service provided to its distributors. Also the main findings about Existing Marketing Strategy of Keya Cosmetics Ltd. have been provided. Marketing sector plays a vital role in Keya Cosmetics Ltd. The existence and fruitful work of   Existing Marketing Strategy have made Keya a market leader in the product sector of Bangladesh.

Keya Cosmetics Ltd. is providing us the best and fresh products. It can gives us this quality products wherever, whenever and however due to the determination and the of team of Keya. The smooth, prompt and fast communication and also good understanding between the top management and the employees have made Keya Cosmetics Ltd. to reach up top.