GROUP 1

PGDM- RETAIL MANAGEMENT

Mentors:-
Dr. Mahima Mathur
Dr. Swapna Pradhan
Abhishek Kore Aba Khan Vatsala Jain
Mohit Bhende Charmee Khakhar Swetha S Kumar
PROBLEM STATEMENT

Customers Channels

Evolving Ways of Redefining the Business Model Channel wise and Customer wise
 TIMELINE

FORMING STORMING ANALYSIS

Introduction About Soulflower, Observations
Discussions Products Analysis
Team Charter Industry Analysis Opportunities
. Conference Call.

NORMING PERFORMING
Core Values Stakeholder Analysis
Norms Questionnaire Design
Pledge Questionnaire
Circulation
Visits
Forming

Abhishek Aba Vatsala

Team SCENTRIC

Mohit Swetha Charmee

 Forming Norming

Norms

01
Accountability

Practice
Being Open
02
Minded Dignity &
Respect
04
Transparency
&
Humility
03 Core Values

Pledge:- We Team Scentric pledge our allegiance to the team and it’s Goals. We promise to abide by our core values,
be proactive and treat each other equally well
Forming Norming Storming

Industry Analysis 22% Bath

• Aroma
DOMESTIC Salts
PERSONAL CARE • Focus on Hair • Holistic
MARKET GROWING & Skin Care Wellness
ANNUALLY products Experience
• Animal
9.2% Welfare
• Delivery to
1100 Towns
SBI • Gen Z
Others • Customers
• Awareness
Attention
about
Driving
Products
z

Amit Sarda

11% 10%
CAGR GLOBAL
AROMA SECTOR ORGANIC SKIN Highlights of
GROWTH ANNUALLY CARE MARKET Conference Call
GROWTH(2018-
2024)
 Forming Norming Storming

About Soulflower

• Founded by Amit Sarda and Natasha Tuli in 2001 Bath Soap

s
to sell spa and aromatherapy products in market. Salts

• The uniqueness lies in all the handcrafted soaps, Hair Essenti

blended oils and spa treatments made from Oils al Oils
ancient recipes.

• Ingredients are sourced from freshest & purest Arom

sustainable local resources. a Oils
Others
• Pioneer of natural healthy living, its natural
personal care essentials are made from hand-
picked herbal & medicinal plants, using some of
the ancient therapeutic remedies.
Offerings
 Forming Norming Storming Performing

Stakeholder Analysis HUL, Part

P&G, Govt. Time
Loreal Tariff/Taxes Govt. Full
policies Time
Khadi, Sales
FabIndia Office Staff
Synthetic
Government Staff

Organic
Dabur /Herbal Factory
Competitors Employees Workers

SOULFLOWER
Sellers Customers
Shoppers Retailers
Stop,Lifestyle

E
Noble, Amazon
Nykaa Commerce
Wellness Flipkart,
forever Myntra
etc
Big Paytm
Basket
 Forming Norming Storming Performing

Scope of Study

Awareness

Harmful Willingness to
How often do effects of Switch to
you buy synthetic Organic
Average products
monthly
Spending's Preferred
Most Preferred brand
Willingness to How often do
Organic Brand
pay more for you buy
Organic Organic
Products Products Sampling

Where do you Ingredients

Price buy &
brand
Forming Norming Storming Performing

Collection of Responses

Quantitative -210
Total Responses Collected :- 317
01 Qualitative - 107

Stores Visited :- 14
02

Respondent's Ratio
03 105 212
04
Respondent’s 18-25 26-30 31-40 41-50
Age group
 Forming Norming Storming Performing

Store Visits & Observations

Not
properly
Hypercity arranged

Inorbit

Infinity R-City
Products
Only 3
arranged
products
properly
were Pheonix
available Seawods
Market City
grand
Central

Navi
Mumbai
Mumbai
 Forming Norming Storming Performing Analysis

Analysis

Rank Parameter Rank Parameter

Awareness about harmful effects Buy Organic Products
of synthetic products
1 Ingredients 12.89
1 Biotique
2 Expert Opinion 24.55
2 Forest Essentials
3 Fragrance
3 Dabur
4 Price
Influence-word of 4 Khadi
5
mouth 75.45
6 Promotion/Discount 87.11
5 FabIndia

7 Packaging 6 Kama Ayurveda

yes no yes no

Most Preferred
Influence on buying
organic brand
 Forming Norming Storming Performing Analysis

Insights

Understocked in
Low Awareness partner stores
about Soulflower
Products
Mistrust regarding
Ingredients present
in organic product
Benefits of Organic
Products are not known

Social Media Engagement

Price point is an leads them to buy
issue for few

Low penetration in Brand Image affects

General Trade buying behaviour
 OPPORTUNITY SPACES

Brand
Developing Brand Image
Awareness
Creating Awareness about
Organic Products, benefits &
Soulflower Products
Digital Kiosk

Price Digital
Interaction

Trust
Products Pricing

Developing Brand Trust

 OUR JOURNEY SO FAR

STAKEHOLDERS STAKEHOLDERS
MAPPING MAPPING

QUESTIONNAIRE SECONDARY
RESEARCH

CUSTOMER
SWOT
JOURNEY
And our Journey Continues ...