A Live Study on Market Performance of Fem Hair Removal Cream & Bleach in Guwahati Region

Abstract

The acquisition of Fem Care Pharma by Dabur in 2008 is in line with Dabur India’s strategy to aggressively expand the latter’s scale of operations and strengthen its presence in the fast moving consumer goods’ (FMCG) space. Fem Care Pharma is a leading player in the bleaching cream and liquid soap segment. The transaction will give Dabur an entry into the high-growth skin care market with an established brand name ‘FEM’. Further, Dabur also has the potential to extend the brand into new and related skin care categories. This study is based in Guwahati region in which we collected primary data from wholesalers, retailers and end users, with the objective to understand the current situation of Fem hair removal cream and bleach, in terms of their market performance, intermediary feedback and consumer feedback. Three separate questionnaires were prepared to collect the information, and it was a freelancing consultancy assignment given to us by Dabur, because they wanted to know the market performance of brand FEM, five years after its acquisition. The study suffers from some limitations, like statistical tools and techniques were not used in it, and we have described the findings with the help of charts and graphs. Other limitation of the study is that we have conducted it in the year 2012 and after six years, there are few changes in the market environment, that has already taken place, but still we have tried to update the information in order to make it relevant with the present scenario.