SUMMER PROJECT REPORT

Submitted In Partial Fulfilment of the Requirement for the Award

of Degree of
Master in Management Studies, Mumbai University

ON

“The Attitudes and Influencers behind Men’s Grooming

with a Specific Focus on Skin Care”.

A detailed study done in

“The Nielsen Company”

Under the guidance of
Mr. Sandeep Ranade

(Director-Client Solutions, The Nielsen Company)

Submitted by

Shruthika Kanchan
Roll no -
Batch 2009 -11

S.I.E.S College of Management Studies

Nerul, Navi Mumbai.
 CERTIFICATE

This is to certify that Ms. Shruthika Kanchan of SIES College of Management Studies, Navi
Mumbai, working on project “The Attitudes and Influencers behind Men’s Grooming with a
Specific Focus on Skin Care” has successfully completed the project work under our guidance.

( You may put the dates if you wish)

Mr. Sandeep Ranade Prof. Pooja Gupta**

Director Client Solutions Asst. Prof. Marketing

The Nielsen Company Faculty Guide

** Respective faculty guides.

 ACKNOWLEDGMENTS

During the perseverance of this project, I was supported by different people, whose
names if not mentioned would be inconsiderate on my part.
I would like to extend my sincere gratitude and appreciation to my Mentor Mr.
Sandeep Ranade, Director Client Solutions and Mr. Mustafa Faizy, Ex. Client Solutions
Manager, The Nielsen Company, for extending valuable guidance and encouragement from time
to time, without which it would not have been possible to undertake and complete this project. I
am also indebted to Mr. Mayank Sadani, for giving me the opportunity of doing my internship
under his aegis. I am grateful to all the above mentioned individuals for putting their faith in me
to conceptualize the Research Design and be part of crucial projects and for giving us
opportunity to get hands-on Experience in the Research of FMCG Products. at The Nielsen
Company..

I would also like to extend my gratitude to Prof. Pooja Gupta, SIES College of
Management Studies for being an excellent mentor and helping me whenever I approached her.
The Project was an enriching experience and taught me various critical factors that
influence the Male grooming Industry. Additionally, this project helped me understanding how
actual research is conducted and the various challenges that researchers face while doing a
research.
I would also like to thank my family for their support and patience through out the
completion of the project.
My heartfelt gratitude to the Microsoft Corporation for inventing the “Microsoft word”
software which has helped MBA students immensely in completion of projects.
 EXECUTIVE SUMMARY

This Project Work has been prepared as partial fulfillment of summer internship at The
Nielsen Company. The reason behind choosing this topic is that male grooming market, while
exhibiting strong potential, needs a markedly different approach in order to succeed compared to
the mature female market, due to some substantial differences in attitudes and behaviors that
exist across genders. The market for male grooming products, although still niche, is growing
and evolving. Male consumers are placing greater importance on looking good and the personal
care aspects of improved health and wellness. Understanding male needs, attitudes and behaviors
towards grooming will open up new commercial avenues in this underserved arena. The project
contains detailed insights and analysis documenting the attitudes and influences behind men’s
grooming and their product choices, In-depth and comprehensive quantitative data covering the
increasing importance behind personal appearance and how this affects the market, factors
influencing men’s skin care needs. Lastly, the report captures the level of synergy or canalization
between Fairness Creams and fairness facewash. Lastly, I have given my opinions and
recommendations with regards to the male skin care products marketers.
 TABLE OF CONTENTS

CERTIFICATE............................................................................................................... 2

ACKNOWLEDGMENTS................................................................................................. 3

EXECUTIVE SUMMARY................................................................................................4

Table of Contents....................................................................................................... 5