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COMPARATIVE STUDY OF SOAPS

INSTITUTE OF MANAGEMENT STUDIES, DAVANGERE UNIVERSITY, DAVANGERE PAGE 1

CHAPTER 1

REVIEW LITERATURE

Fast Moving Consumer Goods (FMCG) Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged

Goods (CPG), are products that have a quick turnover and relatively low cost. Though

the absolute profit made on FMCG products is relatively small, they generally sell in

large numbers and so the cumulative profit on such products can be large.

Examples of FMCG generally include a wide range of frequently purchased

consumer products such as toiletries, soap, cosmetics, teeth cleaning products,

shaving products and detergents, as well as other non-durables such as glassware,

bulbs,batteries, paper products and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products and drinks, although

these are often categorized separately.

Supplier industries for FMCGs include 1511 meat and meat products, 1512

fish and fish products, 1513 fruit and vegetables, 1514 vegetable and animal oils and

fats, 1520 dairy products, 1531 grain mill products, 1532 starches and starch products,

1533 animal feeds, 1541 bakery products, 1542 sugar, 1543 cocoa, chocolate and

sugar confectionery, 1544 macaroni, noodles, couscous, 1549 other food products,

1551 spirits; ethyl alcohol, 1552 wines, 1553 malt liquors and malt, 1554 soft drinks,

mineral waters, 1600 tobacco products, 2101 pulp, paper and paperboard, 2102

corrugated paper, containers, 2109 other articles of paper and paperboard, 2424 soap

and detergents, cleaning preparations, perfumes.

Characteristics of FMCG in India

y Branding: Creating strong brands is important for FMCG companies and they

devote considerable money and effort in developing bands. With

differentiation on functional attributes being difficult to achieve in this

competitive market, branding results in consumer loyalty and sales growth.

y Large Unorganized Sector : The unorganised sector has a presence in most

product categories of the FMCG sector. Small companies from this sector

have used their locational advantages and regional presence to reach out to

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remote areas where large consumer products have only limited presence. Their

low cost structure also gives them an advantage.

Maximise Consumer Goods With Fmcg

There is not even a bit of doubt that the FMCG (Fast Moving Consumer Goods)

industry is the epicenter for all those consumables who are consuming regularly. It

mainly deals with the production, distribution and marketing of the packaged goods

for its consumers. This has considerably led the competition among many industries

even fiercer than before. From the company's side, the consumable goods are

generating huge amount of money, while on the obverse side of it, investors are

willing to put more and more money and their valuable shares among these swift

consumer goods manufacturers. Take for instance, India, which is the fourth largest

sector as far as this industry is concerned with a total market value of whopping US

$13.1 billion and is expected to double of its existing value by the end of the year

2010.

By: Jessica Thomson, Jul 21, 2009

Will FMCG Sales Jobs pick up after the recession?

Industries all across the board are still on rocky footing emmerging from the

recession, but fast moving consumer goods seem to be increasing stronly. The number

of sales jobs are increasing but still at a slightly lower rate than pre-recession. It

would be a good idea for anyone who is interested in this type of career to pursue it,

there is definitely a possibility to find some job security in this field. Everyone needs

consumable products to survive and no matter how bad the economy is these areneeded services. Consumer spending on FMCG products dropped during the

recession but are in the process of returning to normal levels.

By: Vini Chandra, Mar 2, 2009

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Sugar Tasting Not To Sweet For Small Fmcg Payers

Poor monsoons coupled with skyrocketing sugar prices has dealt a severe blow to

small companies engaged in the fast moving consumer goods (FMCG) segment.

Propelled by poor margins and declining demand, smaller players in the sector are

mulling hiking the prices of their products in the near term.

BY: VIINIT, AUG 19, 2009

Why do FMCG brands have websites?

Lets be honest - there really is no point in FMCG brands spending money on driving

traffic to a website if there is no purpose to the visit. Helpful website tools and free

services are novel and may warrant a few return visits but are not engaging the

consumer long term.

A broader online strategy should be considered by FMCG marketers that includes:

� Using existing social media platforms to meet their needs (instead of expensively

developing custom platforms that meet the same needs)

� Creating surprising & impactful content ± video, rich media, pictures, articles

� Maximising content sharing sites and social media to market this content extensively

� Implementing integrated campaigns that target consumers off and online with the

end objective of making an impact on the consumer and then maintaining that

relationship over the long term.

Author: Lindy Taoushiani, Strategy Director, Artifact Advertising

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PREFACE

Projects and research works are integral part of academic curriculum. During the

process a student gets an opportunity to study the market scenario and set the practical

aspects of theory which makes the concept clear.

This is an outcome of the research work and study of market that undertaken on the

subject related to³ Comparative study of Soaps of HUL, P&G, Godrej, Nirma and

Johnson & Johnson´ for the partial fulfillment of Master of Business

Administration.

The project is done with the objective to study the Purchasing Procedure of soaps.

This study and research is also to understand the value of sales and ads promotion

campaign so also the perception of soaps users and its circulation power.

This project has been analyzed by meeting a proper number of soap users in NCR

region by direct interviews and questionnaire method. It has been quite exciting and

enjoying experience to perform this job.

My detailed research and analysis has been followed in a sequential manner. It has

been presented hereby.

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CHAPTER 1

INTRODUCTION

Introduction of FMCG

FMCG refers to consumer non-durable goods requirement for daily or

frequent use. Typically, a consumer buys these goods at least once a month.

The sector covers a wide gamut of products such as detergents, toilet soaps,

toothpastes shampoos, creams, powders, food products, confectioneries, beverages,

cigarettes.

Typically characteristics of FMCG products.

Individual items are of small value. But all FMCG products put together

account for a significant part of the consumer¶s budget.

The consumer keeps limited inventory of these products and prefers to purchase them

frequently, as and when required. Many of these products are perishable.

The consumer spends little time on the purchase decision. Rarely does he/she

look for technical specification (in contrast to industrial goods). Brand loyalties or

recommendations of reliable retailer/dealer drive purchase decisions.

Trail of a new products i.e. brand switching is often induced by heavy

advertisement, recommendation of the retailer or neighbors /friends. These products

cater to necessities, comforts as well as luxuries. They meet the demands of the entire

cross section of population. Price and income elasticity of demand varies across

products and consumers.

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Indian Soap Market

Heat and dust are integral part of Indian climate. This makes Indian as one of the ideal market for soaps and other cleaning products. The penetration of bathing

soaps is 98% of all households. The research study shows that the per capita

consumption of bathing soap is 513 gm. So there is a very big market for soap in

India. The total turnover of soap or market in India is 54 lacs ton per annum and is

increasing at the rate of 5% per annum.

HUL

Hindustan Unilever Limited (HUL) is India¶s largest fast moving consumer

goods company with leadership in Home and Personal Care Products and Foods &

Beverages. HUL¶s brands, spread across 20 distinct consumer categories, touch the

lives of two out of three Indians.

If Hindustan Lever straddles the Indian corporate world, it is because of being

single minded in identifying itself with Indian aspirations and needs in every walk of

life.

HUL is the market leader with 59% of share followed by Godrej. Other major

players¶ are Nirma Ltd., Colgate Palmolive Ltd. Henkel Spic India Ltd.

HUL works to create a better future every day and helps people feel good,

look good and get more out of life with brands and services that are good for them

and good for others.

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With over 35 brands spanning 20 distinct categories such as soaps, detergents,

shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods,

ice cream, and water purifiers, the Company is a part of the everyday life of millions

of consumers across India. Its portfolio includes leading household brands such as

Lux, Lifebuoy, Surf Excel, Rin, Wheel, Fair & Lovely, Pond¶s, Vaseline, Lakmé,

Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Axe, Brooke Bond, Bru, Knorr,

Kissan, Kwality Wall¶s and Pureit.

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PROCTER & GAMBLE

Procter & Gamble is a giant in household products, and the company which

defined many marketing strategies we now take for granted. It was the first company

to advertise nationally direct to consumers (In 1880) and it literally created the

concept of ³Soap Opera´ by sponsoring radio and television dramas targeting

women. P&G found life in the first years of 21st century more difficult than it may

have expected, with earnings below expectations and a series of management shake

ups as a result of under performance. The group got back on track during 2002 with

the purchase of Clairol and Wella and a renewed focus on core products. Following

dynamic performance in 2004 and 2005, P&G demonstrated the strength of its

recovery with the January 2006 announcement that it has agreed a deal to acquire

legendary personal care products rival Gillette. Advertising Age/TNS estimated

global measure advertising expenditure of $5.8bn in 2004, making P&G the world¶s

#1 advertiser.

Procter & Gamble India is one of the country¶s leading advertisers, with

asmall portfolio of products led by India¶s best selling healthcare brand Vicks.

Advertising Age estimate a local ad spend of $138m in 2004, although the company

declared a substantially lower figure.

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GODREJ

Godrej Consumer Products (GCPL) Established in 1897 is a leader among

India's Fast Moving Consumer Goods (FMCG) companies, with leading Household

and Personal Care Products. Our brands, which include Good Knight, Cinthol, Godrej

No. 1, Expert, Hit, Jet, Fairglow, Ezee, Protekt and Snuggy, among others, are

household names across the country. We are one of the largest marketers of toilet

soaps in the country and are also leaders in hair colours and household insecticides.

Our 'Good Knight' brand has been placed at an overall rank 12 and continues to be themost trusted household care brand in the country in Brand Equity's Most Trusted

Brands Survey 2010.

Branch Offices in Mumbai, Delhi, Kolkata and Chennai ensure pan-India

coverage, while factories located at Malanpur (Madhya Pradesh), Thana (Himachal

Pradesh), Katha (Himachal Pradesh), Guwahati (Assam) and Sikkim cater to the

diverse requirements of our product portfolio.

We also have a strong emerging presence in markets outside India. With the

acquisition of Keyline Brands in the United Kingdom, Rapidol and Kinky Group,

South Africa and Godrej Global Mideast FZE, we own international brands and

trademarks in Europe, Australia, Canada, Africa and the Middle East. As part of

increasing our global footprint, we have also recently acquired Tura, a leading

medicated brand in West Africa, Megasari Group, a leading household care company

in Indonesia and Issue Group and Argencos, two leading hair colorant companies in

Argentina.

We are driven by our mission to continuously enhance the quality of life of

consumers in high-growth markets with superior-quality and affordable home care,

personal care and hygiene products.

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NIRMA

The performance of Nirma during the decade of 1980s has been labelled as

µMarketing Miracle¶ of an era. During this period, the brand surged well ahead its

nearest rival ± Surf, which was well-established detergent product by Hindustan

Lever. It was a severing battering for MNC as it recorded a sharp drop in its market

share. Nirma literally captured the market share by offering value-based marketing

mix of four P¶s, i.e. a perfect match of product, price, place and promotion.

Nirma is one of the few names - which is instantly recognized as a true Indian

brand, which took on mighty multinationals and rewrote the marketing rules to win

the heart of princess, i.e. the consumer.

Nirma, the proverbial µRags to Riches¶ saga of Dr. Karsanbhai Patel, is a

classic example of the success of Indian entrepreneurship in the face of stiff

competition. Starting as a one-man operation in 1969, today, it has about 14, 000

employee-base and annual turnover is above Rs. 25, 00 crores.

India is a one of the largest consumer economy, with burgeoning middle class

pie. In such a widespread, diverse marketplace, Nirma aptly concentrated all its

efforts towards creating and building a strong consumer preference towards its µvalue-

for-money¶ products.

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Johnson & Johnson

Johnson & Johnson was founded more than 120 years ago on a revolutionary

idea: Doctors and nurses should use sterile sutures, dressings and bandages to treat

peoples¶ wounds. Since then, we have brought to the world, new ideas and products

that have transformed human health and well-being.

Our Family of Companies is organized into several business segments

comprised of franchises and therapeutic categories - Consumer Health Care, Medical

Devices & Diagnostics and Pharmaceuticals.

In the 50 years of operating in India, Johnson & Johnson Limited, India has

gained a reputation for delivering high-quality products.

Today, we employ more than 2000 people and the businesses span Consumer,

Medical Devices and Diagnostics, Pharmaceuticals and Vision Care.

Johnson & Johnson India is an employer of choice and is a recipient of several

awards, which recognize it as one of the best employers in India.

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The soap market is not only segmented on the basis of price and benefits but

even a range of emotions within that outlining frame work. For simplicity soap market

can be divided into four categories.

1. Economy/Functional brand

It comprise of 35% of the market. The red carbolic cakes are low price germ

killers. The names of few of the functional brands are OK, Nirma bath and

Lifebuoy. The prices of this brand soaps range from Rs. 5 to Rs. 8 per 75 gms.

2. Popular soaps

The biggest share in the soap market, popular soap have a market share

of 55%. The price of this category of soaps ranges from Rs. 8-12 for a 75 gm

cake. Each soap wants to posses a special benefit like fragrance, freshness etc.

3. Premium soaps

It comprises of 7% of the total market. Premium brands are priced in

Rs.12-30 range for 75 gm cake. People are willing to pay more for this

category of soap and several other brands have special relationship and people.

Some of the premium brand rolling market once Cinthol ultimate, Lux

International, Palmolive extra care, Le Sancy, Dettol, etc. to name a few.

4. Super premium soaps :

This category soap is the most tiniest part in the soap market and have

a share of only 24% of the total soap market. The price range starts from Rs.

30 and above for 75 gm.

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COMPARAT E T OF SOAPS

I I E F E E IE ERE I ER I ERE P E

MARK ET SHAR E (Soap)

Categories PercentageEconomy 35

Popul 55

Premium 7

Super premium 3

Tot l 100

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COMPARAT E ST OF SOAPS


Segmentation of soap on the basis of price

Amount Categories Percentage

R 5-8 Functional 10

R 9-12 Popular 43

R 13-30 Premium 43

R 30 above Super premium 4

total 100

From t e above f i ure, it i very much clear that most of the toilet soaps

available in India fall into the category of popular and premium soaps, both of these

groups accounts 43%, functional soaps accounts 10% and there is small percentage

for the super premium soaps.

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LLiisstt oof f ssooaappss wwiitthh tthheeiirr sseeggmmeennttss aanndd pprriicceess

Functional

/Economy

Rs. 5-8

Popular

Rs. 9-12

Premium

Rs. 13-30

Super Premium

Rs. 31 and above

Breeze Nima Palmolive Extra Dove

Jai Medimix Lux Skin Care

Palmolive Natural Hamam Pears

Lifebuoy Rexona Nevia

Borosoft Johnson Baby Soap

Margo Doy

Liril Johnson Kids

Neem Denim

Fair Glow Fa

Cinthol Park Avenue

(The entire price given for 75 gms)

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CHAPTER 3

OBJECTIVE OF STUDY

Every study has certain objective there is no study without the objective, because

objective are the purpose of study. No study serves any existence without its

significant thus; they are the backbone on which the body study stands.

a) To find out the awareness of FMCG product among the customers.

b) To find out the factors affecting the purchase of FMCG products.

c) To find out from where the customer prefer to buy the FMCGI

products.

d) To find out which bank is being preferred by the customer.

e) To find out the purpose of taking FMCG products.

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SCOPE OF STUDY

³According to father of marketing - PHILIP KOTLER

Marketing research is the systematic design analysis, collection and finding of

relevant data to specific marketing situation facing the company´

According to American Marketing Association

³Marketing is systematic gathering, recording of data about problem relating

to marketing of goods and services.´

So it is clear that the marketing research on the myriad problem of marketing.

Its purpose is to systematic gathering and analysis of information and of course to

provide aid of marketing management.

It is important to clarify the relationship and difference between marketing

research and marketing information system (M.I.S.) where as job of MIS is to supply

marketing information, problem analysis is the job of marketing research. Marketing

research too generates and utilizes marketing information but its purpose is problem

solving.

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R R eesseeaarrcchh MMeetthhooddoollooggyy

Classification of Marketing Research

(Based on subject of research)

The various marketing research problems can be classified

based on subject matter of research as shown below :

Research on products

Research on market

Research on consumer

Research on advertising and promotion

Research on distribution

Research on price

Research on competition

Research on sales

Research process consists of seven steps which in practical works.

1. Analyzing purpose : Need of theoretical concepts in practical works.

2. Review of literature : Literature review of various books on marketing

management to acquire the knowledge about the subject.

3. Formulation of Hypothesis : The basic hypothesis and a random sample

of people to be formulated or to be taken.

4. Research Design : Research design of project to be done and sample size

to be taken as per the requirement.

5. Collection of Data : Method of collection of primary and secondary data

to be achieved.

6. Analysis of Data : The data to be analyzed with respect to the theories

given in the books which are referred and known to us.

7. Interpretation and Reporting : This is the resultant of analysis of data,

which is collected by survey and company visit.

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DDaattaa ssoouurrcceess

Primary data was collected by the questionnaire based

marked survey. Secondary data was obtained from journals, magazines newspapers,

books and the internet.

R R eesseeaarrcchh IInnssttrruummeenntt

For doing the survey research, structured questionnaire with

both open ended and close ended questions were used.

MMooddee oof f SSuurrvveeyy

The mode of survey was personal interview with the

respondents during the filling up of the questionnaire.

SSaammppllee UUnniitt

This study was basically an opinion survey of the male of

female in category of students, professionals and section A, B, & C people.

PPllaaccee oof f ssttuuddyy

The study and survey is done Ranebennur only.

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LIMITATION

During the working of this project, I faced many problems, which has led to

the limitation of the work. These limitations could not be controlled even after taking

enough preventing measures. I hope the following limitations will not affect the study

of the project and its analysis.

a) Those sample sizes for the customer could not have been large due to time

constraints, it was at 100 only.

b) The survey was conducted in NOIDA city only.

c) While conducting the survey unavoidable error kept in such as, non-response

error, and inaccuracy in response.

d) Because of there, busy schedule and workload some of the respondents were

not in the position to spare sufficient time and therefore their questionnaire

filled hurriedly.

e) Personal bias might have crept in at any stage.

f) Time was the major constraint for conducting study.

g) The information is collected from the web sites, broachers and books only.

h) The customer bases analysis on the information collected by the questionnaire.

i) I have taken secondary data in consideration while undertaking my study

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CHAPTER 4

PRODUCTS

HHiinndduussttaann uunniilleevveerr lliimmiitteedd

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Breeze scent magic is the soap which fulfills the aspirations of women of rural

India. Breeze has offered them µbeauty at an affordable price, making them look and

feel beautiful.

Research and consumer visits have shown that the desire for great fragrance

featured highest in the daily beauty regime of discount soap users. Breeze explores

this through the proposition of scent in a soap scent ka kamala, ab sabum mein¶ and

explicitly propagates the brand promise of the Hameshaa Kuchh extra. It delivers all

this and still matches consumer¶s needs in terms of price and quantity offered staying

true to its word.

Breeze has been enriched with 19 special scent oils, which ensure that one

smells good for a long time though the day. Introduced in variants like scent magic,

scent magic lime, and scent magic sandal, Breeze strives towards fulfillment the

company¶s mission of being inventive in creating value.

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BBrraanndd NNaammee :: BBrreeeezzee

About the Brand : Originally launched in 1989, Breeze is today perceived to

be a good value for money brand ± with outstanding sensory experience. Its strengths

are its fragrance, lather and the soft feeling it has on the skin.

Target : Breeze is a mass market soap that sells in the economy segment. It targets

to the people who wants to feel fragrance during the bath.

Positioning : Breeze is positioned for her who considered it as more than just soap.It is, in fact, her beauty aid, her only cosmetic, and one that she can afford. She

regards Breeze as her only way of fulfilling her dream of looking beautiful.

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BBrraanndd NNaammee :: LLuuxx SSuunnssccrreeeenn f f oorrmmuullaa

About the Brand : The new, patented technology called the µSunscreen Formula¶

contains a combination of sunscreen µactives¶, which are deposited on the skin as a

protective layer, even as the soap washes away dirt and grime. This unique formula

is the climax of a long search for a product that¶s easy to apply, safe to use, affordable

and provides optimal protection from UV ray.

Target : It target at the women from upper middle class above. It target to the

women of age group of 15-45 who were very much concerned about their skin under

the sun.

Positioning : It position itself as a protective layer to the women¶s skin also who can

go out in the blazing sun without worrying about losing her complexion.

Advertising Objective : The advertising objective of HUL is to influence the women

who used to go out in the blazing sun.

Advertising strategy : Strategy is to project Lux sunscreen formula as a protection

from ultra violet ray.

Available Range and price : 75 gms

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Dove soap, which was launched by Unlever in 1957, has been available in

India since 1995. It provides a refreshingly real alternative for women who recognize

that beauty is not simply about how you look, it is about how you feel.

The skin¶s natural pH is slightly acidic 5.5-6. Ordinary soaps tend to be

alkaline, with pH higher that 9. Dove is formulated to be pH neutral (pH between 6.5

and 7.5) and to be mild on skin. This makes it suitable for all skin types for all

seasons. While Dove soap bar is widely available across the country, Dove body was

is available in selected outlet.

Globally, Dove has been extended to many other countries. Since the 1980s,

for example, Unilever has launched a moisturizing body-wash deodorants, body

lotions, facial cleansers and shampoos and conditioners, providing a comprehensive

range of solutions to bring out true inner beauty.

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When it comes to soap, Hamam is considered to be the most reliable option.

Launched in 1934, Hamam has traditionally been a soap that takes care of your skin in

a natural way.

According to a research conducted by Indica Research in May 2003, 78% of

Doctors in Tamil Nadu recommend Hamam.

Besides being a perfectly balanced soap, Hamam takes on a very modern and

trendy look. Hamam¶s enhanced fragrance now provides a longer lasting freshness.

The new attractive oval shaped Hamam comes in an attractive and modern packaging.

The ingredients that are used in Hamam-Neem, Tulsi and Aloe Vera-by themselves

have great therapeutic values.

Hamam, the brand is very true to its tagline that says, ³Everything in life is

about balance´.

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At the upper end of the market, Lifebuoy offers specific health benefits

through Lifebuoy Gold and Plus. Lifebuoy Gold (also called Care) helps protect

against germs which cause skin blemishes, while Lifebuoy Plus offers protection

against germs which cause body odour.

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BBrraanndd NNaammee :: LLiif f eebbuuooyy

About the Brand : Launched in the year 1895, Lifebuoy, for over a 100

years, has been synonymous with health and value. The brick red soap, with its

perfume and popular Lifebuoy jingle have carried the Lifebuoy message of health

across the length and breadth of the country, making it the largest selling soap brand

in the world.

In 2002 Lifebuoy was re-launched, making a new turning point in its history.

The new mix includes a new formulation and a repositioning of the brand to make it

more relevant to both new and existing consumers.

Target : The new Lifebuoy is targeted at today¶s discerning housewife with a more

inclusive ³family health protection for my family and me´ positioning.

Positioning : Lifebuoy has made a deliberate shift from the male, victorious concept

of health to a warmer, more versatile, more responsible benefit of health for the entire

family.

Brand Name : Lifebuoy International Gold

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About the Brand : The brand was launched by Hindustan Level Ltd. This soap is

not a red carbolic soap as Lifebuoy normally is.

Target : It targets to the every Indian family starting middle class.

Positioning : It positioned as a family a soap

Price : Rs. 10.

Advertising objective : Objective is to differentiate the new brand from the old one.

Advertisement strategy : The strategy they followed was to emphasis on the quality

aspect of the soap as well as the colour of the soap as it is totally a white in colour.

Sale Promotion : Ear ring free with three pack of soap.

Available Range and Size : 75 gms.

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LLIIR R IILL

For 28 years, freshness has been clearly identified with one name Liril.

Liril expressions have always set trends whether it is a bathing beauty in a

waterfall of ³La-i-ra-i-laa!´. The energy and excitement levels associated with the

brand have to be experience to be believed with changing times. Liril has donned

many avatars: Presently, Liril Soft Aloe Vera & Lime, Liril Icy Cool and Liril Orange

Splash are making waves.

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BBrraanndd NNaammee :: LLIIR R IILL

About the Brand : Product from HUL.

Target : it targets to the women of upper middle class

Positioning : Positioned as a beauty soap for female.

Price : Rs. 15

Advertising objective : To popularize the brand by using beautiful model.

Advertisement Strategy : It presented the soap as a product for women who doesn¶t

gave it up in any condition.

Sales Promotion : No scheme.

Available Range & Size : Liril Lime, Liril Aqua (75 gms)

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Lux stands for the promise of beauty and glamour as one of the India¶s most

trusted personal care brands. Lux continues to be a favourite with generations of

users for the experience of a sensuous and luxurious bath.

Since its launch in India in the year 1929, Lux has offered a range of soaps in

different sensuous colours and world class fragrances. 2003 saw one of the biggest

milestones in the history of Lux. From being just a beauty soap of film stars, Lux

recognized the need for a compelling message about beauty that would resonate with

women of today.

Lux is available in four different variants ± Exotic flower petals and Jojoba

Oil, Almond Oil and Milk Cream, Fruit Extracts and Honey in Milk Cream and

Sandal Saffron in Milk Cream

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BBrraanndd NNaammee :: LLuuxx

About the Brand : Lux is one the biggest brands in the soap category. Lux was

launched in India in the year 1905. A unique soap, which protects the skin¶s fairness

against darkening by the sun. The product contains a combination of sunscreen

actives, which are deposited on the skin as a protective layer, even as the soap washes

away dirt and grime. This breakthrough, for the first time in the world, is the result of

technology patented by HUL.

Target : Lux targets the women of age group of 15-40 having the monthly family

income Rs. 10000-20000 who are more concerned about taking care of skin and wants

dazzling skin. It targets at the women from the middle class and above. In short, Lux

has worked it charm on millions of women making their dreams of beauty come true.

Positioning : Lux wants to position itself as the premium beauty care product for

women, which gives them glowing skin and will help in taking care of different type

of skin. Lux positiones as a Filmi Sitaron ka Soundarya Sabun´

Price : 11.50

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Advertising objective : The advertising objectives of HUL for Lux are to cover vast

area (whole of India) and influence women from 350 million middle class family to

use Lux according to the type of skin for radiance or glowing skin.

Advertisement Strategy : The advertising agency responsible for Lux is HTA. The

main aim of HTA is to project Lux as a product for dreamy women who have her skin

glow like a film Stars after her bath. The recent model for this advertisement is

Aishwarya Rai.

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Introduced in India in 1902, Pears soap has no equal. It is gentle enough, even for

baby¶s skin.

Pears is manufactured like any other soap, but unlike in conventional soaps, the

glycerin is retained within the soap. That is the cause if its unique transparency.

After manufacturing, the soap is mellowed under controlled conditions over weeks.

At the end of this maturing process, it is individually polished and packed in cartons.

Today pears is available in three variants ± the traditional amber variant, a green

variant for oil control and a blue variant for germ protection.

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BBrraanndd NNaammee :: PPeeaar r ss

About the Brand : It is product from Hindustan Liver Limited

Target : It basically target to women from age group 15-45

Positioning : It positions as a clear soap as it contains glycerin

Price : Rs. 19.50 (75 gms)

Advertising objective : The objective is to popularize the brand

Advertisement Strategy : The strategy they took was to project pears as a soap

which contains ³Kuch nehin´ mean no harmful chemical.

Sales Promotion : Buy 3 pears and save Rs. 8.50

Available Range & Size : 75 gms.

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Rexona is one of India¶s pioneer brands in family soaps. Launched in 1947, it

was positioned as a natural skin care soap to give silky, glowing skin.

Since then the product has been constantly improved to keep up with the

expectations of the consumers.

In 1989 coconut was introduced in Rexona for the first time to strengthen the

overall skincare appeal of the brand. Rexona has now been relaunched with

cucumber extracts, in addition to coconut oil and moisturizing milk cream. Its creamy

lather purifies the skin, leaving it clear and flawless. It has also been enhanced with a

perfumed that lingers well after a bath.

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BBrraanndd NNaammee :: R R EEXXOONNAA

About the Brand : Product of Hindustan Level Ltd.

Target : Targets women of middle class

Positioning : It positioned as a soap which contains vegetable oil.

Price : Rs 11.00 (100 gms)

Advertising Objective : To influence the middle class women who looks for smooth

and soft skin.

Advertisement Strategy : The strategy is to project the brand as a product for

women who have dry skin but wishing for soft one.

Sales promotion : No scheme


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BBrraanndd NNaammee :: DDEE N NIIMM

About the Brand : It is a product of HUL

Target : it targets all the men from upper middle class and upwards.

Positioning : Positioned as a bathing soap for men.

Price : Rs. 16 (75 gms)

Advertising objective : The advertisement objective is to create niche for the men.

Advertisement Strategy : It project the soap as a product for the men who doesn¶t

have try to hard.


Available Range & Size : 75 gms and 125 gms.

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BBrraanndd NNaammee :: DDOOVVEE

About the Brand : It is a product of HUL

Target It targets specially women of rice class.

Positioning : Dove is being positioned as an Alkaline substance Free Soap with one

fourth Moisturizer for highly sensitive skin..

Price : Rs. 35 (100 gms)

Advertising objective : To influence the rich women who wants moisturizer not the

soaps.

Advertisement Strategy : It project itself as not a soap but as moisturizer.

Sales Promotion : Rs. 10 off.


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PPrroocctteerr

&&

GGaammbbllee

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BBrraanndd NNaammee :: PPAALLMMOOLLIIVVEE EEXXTTR R AA CCAAR R EESS

About the Brand: Godrej All care Family Health Soap is a Double Action Soap

which contains Germ blaster, an effective germicidal and moisturizers. The Germ

blaster effectively fights the germs while the moisturizers keep the skin soft and

supple Palmolive extra care is a product from stable of Colgate ± Palmolive company.

Introduce in 1998 and it was able to capture a market share of 11% of the total

premium market in the urban area a mainly metro and semi-metro.

Target : Palmolive extra care aiming at upper middle class women and above. It

target women from age group of 15-40.

Positioning : Endorsed by Famina Miss India (Top model) it positioned as the extra

skin care taker, i.e. for different skin, different soaps are used.

Price : Rs. 14.50 (75 gms)

Advertising objective : The advertisement objective of Golgate Palmolive Ltd. was

to popularize the brand and to influence the upper middle class women of urban and

semi-urban area.

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Advertisement Strategy : Redeffussion Dy & R who is handling this account apply

certain strategy to achieve the advertisement objective.

1. The emphasis more on softness of beauty care

2. As before they try to give more stress on Miss India and beauty care

3. To establish the brand as the ultimate skin care soap and start providing

solution to skin care problem, if one wants.


Available Range & Size : Palmolive extra care green for normal skin Palmolive

extra care white for dry skin, Palmolive extra care pink for oily skin. (75 gms and 125

gms).

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BBrraanndd NNaammee :: PPAALLMMOOLLIIVVEE N NAATTUUR R AALL

About the Brand : This brand was launched few months back by Colgate-Palmolive

India Ltd.

Target : Brand also targets to the women class from middle class and above.

Positioning : Positioned as a bathing soap which could take extra skin care by natural

means.

Price : Rs. 8 (75 gms)/ Rs. 17 (100 gms)

Advertising objective : The objective is to create awareness and popularize the

brand.

Advertisement Strategy : Emphasizing more on softness of beauty aspect provided

by natural ingredients.

Sales Promotion : Buy 3 get 1 free

Available Range & Size : P75 gms and 125 gms

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BBrraanndd NNaammee :: FFAA SSOOAAPP

About the Brand : The strength of the fa soap is its mild fragrances.

Target : It targeted the women class from middle class and upwards.

Positioning : It position as a soap for women.

Price : Rs. 15

Advertising objective : The advertising objective of Henkel Spic India Ltd. to

influence the women.

Advertisement Strategy : The advertisement strategy is to present Fa as a soap for

women who wants soft skin.


Available Range & Size : 75 gms and 125 gms

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BBrraanndd NNaammee :: DDeettttooll

About the Brand : It is a product from Reckitt & Piramal Ltd.

Target : It targets every upper Indian middle class family.

Positioning : It positioned as a soap which makes family ³Surakshit´

Advertising objective : It is to present Dettol as a product for skin security.

Advertisement Strategy : Emphasis on Suraksha part of dettol, i.e. ³dettol suraksha´


Available Range & Size : 125 gms

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NNIIR R MMAA

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BBaanndd NNaammee:: N NIIMMAA

About the Brand: It is the product from Nirma Ltd.

Target: It caters to the needs of women of age group of 16-30.

Positioning: It positioned as a soap for women.

Price: Rs. 10

Advertising Objective: To attract the women from middle class and upward family.

Advertisement Strategy: Strategy was to project the soap that could make women

more beautiful and feel young.

Sales Promotion: No scheme

Available Range & Size: Nirma Rose, Nima Sandel (100 gms)

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BBrraanndd NNaammee:: MMAAR R GGOO SSOOAAPP

About the Brand: All new Margo, one of the fastest growing premium soaps in

India, promises a complexion aglow with the goodness of neem.

Vested with antiseptic properties, the Neem in Margo cleanses from deep down,

removing germs, grime and blemishes ± but without removing any vital body oils.

This helps the complexion to maintain its delicate sheen and enhances beauty

naturally.

Target: It targets to the women who likes to take care of her skin by natural means.

It targets women of age group from 15-35.

Positioning: Position as soap with natural ingredients.

Price: Rs. 10.50

Advertising Objective: to influence the women who want natural product.

Advertisement Strategy: to attract the consumer who wants their skin to be taken

care by natural and antiseptic product like Neem.

Sales Promotion: Free Henko powder sachet with 2 pack of 75 gms.

Available Range & Size: 75 gms.

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GGOODDR R EEJJ

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BBrraanndd NNaammee:: FFaaiir r ggllooww

About the Brand: Fairglow has a unique Bio-extract µNatural Oxy-G¶ that is of

vegetable origin and absolutely safe. Its natural action involves reduction of the black

melanin in the skin without changing the skin¶s natural balance. The Natural Oxy-G

also helps remove blemishes to give the user a smooth and glowing complexion.

FAIRGLOW therefore, provides fairness for the face and the whole body without any

extra effort. In sum, it gives the twin advantages of a clean and fresh bath while also

providing the fairness benefit.

Target: It targets to the every women of India who wants to have fair-bright

complexion. That is why it was one of the top successful brand of 2001.

Positioning: It position as a beauty soap with Natural Oxy-G which help the skin to

reduce black melanin without changing skin¶s natural balance.

Price: Rs. 10

Advertising Objective: The objective is to attract every women of the country who

looks for better complexion.

Advertisement Strategy: It project the soap which could make the face and whole

body more fairer without any extra effort and give twin advantage of clean and fresh

bath.

Sales Promotion: No scheme is given.

Available Range & Size: 75 gms and 125 gms.

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BBrraanndd NNaammee:: NNEEWW CCIINNTTHHOOLL SSK K IINN FFR R EESSHH

About the Brand: NEW CINTHOL SKIN FRESH is a unique toilet soap with

Orange extracts which gives freshness along with skincare. Orange is an ingredient

known for its skin benefits since times immemorial and CINTHOL SKIN FRESH

offers the same benefits in the form of soap for a Fresh and Lively skin to all itsconsumers.

Target: First it targeted to the men now the new Cinthol Skin Fresh targets to the all

people from young to old.

Positioning: It position itself as the beauty soap which keeps the people fresh.

Advertising Objective: The objective is to influence all the people who always try to

keep themselves fresh.

Advertisement Strategy: The advertisement strategy is to project new Cinthol Skin

Fresh soap as an element of freshness as well as cleaning.

Available Range & Size: Cinthol Regular (100 gms), Cinthol International Lime

(100 gms), Cinthol Lime Fresh (75 gms, 125 gms.).

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BBrraanndd NNaammee:: AALLLLCCAAR R EE.

Target: It targets all the Indian family from middle class and up.

Positioning: Godrej position Allcare soap as a family soap which could fight with the

germs and kill the germs totally.

Price: Rs. 14

Advertising Objective: The objective is to attract all the middle class Indian family.

Advertisement Strategy: The main aim of advertisement strategy is to project

Allcare as a family soap with germicidal which keeps skin free of germs.

Available Range & Size: 75 gms & 125 gms.

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JJOOHHNNSSOONN

&&

JJOOHHNNSSOONN

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BBrraanndd NNaammee:: JJOOHHNNSSOONN BBAABBYY SSOOAAPP

About the Brand: Enriched with Johnson¶s Baby Oil, this is the mildest gentlest and

completely safe soap, to use on baby¶s delicate skin.

Target: Johnson baby soaps targets all the baby upto the age of 2 years.

Positioning: It position as a soap without any harsh chemical and will take care of

baby¶s sensitive skin.

Price: Rs. 23

Advertising Objective: To influence the parents and wants their baby should taken

care by mildest and completely safe soap.

Advertisement Strategy: The main aim of advertisement strategy is to project

Johnson baby soap asa soap with no strong perfumes, no colouring agents or any

harsh chemicals that will strip away the skin¶s natural microbial flora. Causing no

allergy or irritation to baby¶s skin.

Sales Promotion: No scheme is available now.

vailable Range & Size: 100 gms.

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BBrraanndd NNaammee:: JJOOHHNNSSOONN¶¶ss K K IIDDSS SSOOAAPP

About the Brand:This soap was launched to take care of kid¶s skin and giving them

pleasure in bathing.

Target: Targeted specifically at kids. Children between 4 and 10.

Positioning: Positioned as a soap for kids of 4 ± 10 years and at the same time make

bathing an enjoyable and fun experience.

Price: Rs. 18

Advertising Objective: Johnson¶s Kids Soap is the first soap of its kind to be

introduced in India and advertisement objective is to create awareness and influence

the parents who wants their children to be taken care by safe soap.

Advertisement Strategy: The strategy is to present Johnson¶s Kids Soap which is

made for them whose parents are concerned about their kids skin as it contains a mild

antiseptic to help fight germs.

Sales Promotion: No scheme

Available Range & Size: It comes in fun fragrances (Orange Orange, Mast Mango,

Pink Strawberry, Green Apple and Groovy Grape) that appeal to kids, and its Star

Shape make more convenient to grip while bathing (75 gms & 125 gms).

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COMPARAT E ST OF SOAPS


CCOOMMPPAAR R IISSOONN OOFF MMAAR R K K EETT SSHHAAR R EE OOFF HHUULL PP&&GG,, GGOODDR R EEJJ,,

N NIIR R MM ,, AA N NDD JJ&&JJ

Name of Company

Market share

HUL 59

P & G 15

Godre j 12

Nirma 10

Johnson & Johnson 4

Total 100

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After research done by me I analyze that the market shares of the HUL products

was greater than other companies, which shows that the acceptance of HUL

products are more by consumer.

The percentage of market shares are as follow:-

The market share of HUL is 59% of the total of consumed products.

The market share of P&G is 15% of the total of consumed products.

The market share of GODREJ is 12% of the total of consumed products.

The market share of NIRMA is 10% of the total of consumed products.

The market share of JOHNSON & JOHNSON is 4% of the total of consumed

products.

The market share of NIRMA is 10% of the total of consumed products.

The market share of JOHNSON & JOHNSON is 4% of the total of consumed

products.

Therefore HUL is considered as the one of the most branded and reliable company

and the product are frequently accepted and used by each and every category of

consumer. And the HUL put its all effort to maintain its standard with respect to price

and the quality of the products.

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2. The brands generally demanded by the consumer.

I. HUL demanded approximately 60%.

II. P&G demanded approximately 15%.

III. NIRMA demanded approximately 15%.

IV. JOHNSON & JOHNSON demanded approximately 10%.

Graphical representation of the brands demanded by the consumer

40

25

20

15

0

5

10

15

20

25

30

35

40

45

Serious about the

brand

Not serious Usual ly used same

brands

Not answered

Sl No Company Demand

1 HUL 60

2 P & G 15

3 NIRMA 15

4 Johnson and Johnson 10

5 Total 100

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4. On the question that how much the brand name of the soap is

important for the consumer during the purchasing of the soap. Near about

40% are causes about the brand names of the soap, 25% are not, about

20% used regular brands and 15% of them are not answered.

Sl NoCustomers opinion Percentage

1 Serious about the brand

40

2 Not serious 25

3 Usually used same brands

20

4 Not answered 15

5 Total 100

Figure

40

25

20

15

0

5

10

15

20

25

30

35

40

45

Serious about the

brand

Not ser ious Usually used same

brands

Not answered

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DDAATTAA AANNAALLYYSSIISS

1. Af ter the survey (50 samples) the population understands the

soap by its brands regarded with quality. The results are:

I 30% known by the company name.

II 45% known by the quality of the soap.

III 10% known by the identifying the name.

IV 15% known by the types of the soaps.

0

5

10

15

20

25

30

35

40

45

C

¡ p¢ £

y

Name

Q ¤ ality of the

p¥ oduct

Ide £ tif ying

Name

Types of the

soap

30

45

10

15

Sl No Respondents opinion Pe ¦ centage

1 Company Name 30

2 Q uality of the p ¦ oduct 45

3 Identif ying Name 10

4 Types of the soap 15

Total 100

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2. Mostly consumer uses.

I HAMAM 5%

II DETTOL 9%

III LUX 28%

IV LIRIL 20%

V BREEZE 8%

VI DOVE 3%

VII PEARS 4%

VIII LIFEBOUY 13%

IX NIRMA 14%

X OTHERS 6%

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5

9

25

20

8

34

1113

2

0

5

10

15

20

25

30

Sl No Product Name Percentage of Users

1 HAMAM 5

2 DETTOL 9

3 LUX 25

4 LIRIL 205 BREEZE 8

6 DOVE 3

7 PEARS 4

8 LIFEBOUY 11

9 NIRMA 13

10 OTHERS 211 100

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3. The individual rates their present soap by the following qualities-

I Packaging of soap 15%

II Company name 20%

III Pr ice of the soap 30%

IV All of the above 35%

0

20

40

60

80

100

120

Friendsuggestion T.V. advertisement Owned suggestion

Series1

Sl No Respondents pref erence

(Q uality)

Percentage

1 Packaging of soap 15

2 Company soap 20

3 Price of the soap 30

4 All of the above 35

Total 100

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4. All the individuals preferred to change new brand of the soap.

I Frequently changes the brands 10%

II Rarely changes the brands 40%

I Punctual on one brand 45%

II Changes according to the climatic situation 5%

35%

15%

25%

25%

Chart Title

Parent suggestion

Friend suggestion

§

̈

©

̈ advertise ent

Owned suggestion

Sl No onsu er erce tion

towards brand

Percentage

1 Frequently changes 10

2 Rarely changes 40

3 Punctual on the brand 45

4 hanges according to

the cli atic situation

5

otal 100

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5. The factors which make the consumer to purchase the soap as

rated.

I. Parent suggestion 35%

II. Friends suggestion 15%

III T.V. advertisement 25%

IV Owned suggestion 25%

Sl No Factors influencing to

urchase

Percentage

1 Parent suggestion 35

2 Friend suggestion 15

3

V advertisement 25

4 Owned suggestion 25

otal 100

0

5

10

15

20

25

30

35

40

45

50

HUL P&G J & J NIRMA

Series1

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6. After the survey of 50 samples I analyse that large family uses-.

I. HUL 45%

II. P&G 15%

III JOHNSON & JOHNSON 10%

IV NIRMA 30%

V OTHERS 5%

13,540

81,850

16.50

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

14,040 86,230 16.3

Sl No Family uses

(Large)

Percentage

1 HUL 45

2 P & G 15

3 JOHNSON & JOHNSON 10

4 NIRMA 25

5 OTHERS 5

Total 100

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7. After the survey of 50 samples I analyse that small family uses -.

I. HUL SOAPS 30%

II. P&G 15%

III JOHNSON & JOHNSON 20%

IV NIRMA 30%

V OTHERS 5%

13,540

81,850

16.50

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

14,040 86,230 16.3

Sl No Family uses

(Small)

Percentage

1 HUL 30

2 P & G 15

3 JOHNSON & JOHNSON 20

4 NIRMA 30

5 OTHERS 5

Total 100

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8. In the premium segmentation of the soap the rich people uses -

I. Pears 30%

II. Dove 55%

III Camey 10%

IV Doy 5%

30

55

105

0

10

20

30

40

50

60

Pears Dove amey Doy

Sl No Premium soaps Rich people uses

(percentage)1 Pears 30

2 Dove 55

3 Camey 10

4 Doy 5

Total 100

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PPR R OODDUUCCTT DDIIFFFFEER R EENNTTIIAATTIIOONN

Product differentiation is a part of marketing tools so it is very common in FMCG

sector also. Differentiation means variation of product by means of form, feature,

style and many more. The product differentiation which occur in soap industries are

as follows:

y FORM: Some soap are oval some are rectangular and some are almond shape

some also have the shape of animals, some found in 75 gms, and some are 125

gms and are found 150 gms.

y FEATURE: Some soaps are herbal, some are non alkaline and alkaline.

y PERFORMANCE: Some soap melt less in water and some melt quickly.

y PACKAGING: Little soap is wrapped in paper pack and little soap is found

in visible plastic pack.

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AADDVVEER R TTIISSEEMMEENNTT EEXXPPEENNDDIITTUUR R EE

Advertisement plays a vital role in marketing of products. Few years¶ back the ratio

between advertisement and sales promotion was 70:30 but this ratio changed

dramatically. Now the ratio between advertisement and sales is 40:60. It is believed

that sales promotion is effective if it is backed by advertisement. All the

manufacturer of FMCG product spent huge money in advertisement.

Advertisement Expenditure of HUL

Advertising spends increased by 5 percent in CY 2004 unlike popular market

perception that HUL had cut back ad spend. However, the company is now focusing

attention on rationalizing its brand portfolio from 110 to 30.

Sl No 1 2

Year 2005 Dec 2006 Dec

Advertising and

Promotions (Rs in mm)

14,040 13,540

Sales ( Rs in mm) 86,230 81,850

Percentage of Sales 16.3 16.5

14,040 13,540

86,23081,850

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

100,000

2005 Dec 2006 Dec

Advertising and Promotions (Rs in mm Sales ( Rs in mm

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Godrej Consumer Private Limited, the other major player in Indian soap market has

decided to spend Rs. 1bn in advertisement and promotion in 2004. In 2003 they spent

Rs. 500 mn advertisement and promotion.

Colgate ± Palmolive, Nirma, HENKEL-Spic Ltd., VVF Limited, the other player in

Indian soap market are not behind too much in spending for advertisement and

promotion.

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CHAPTER 5

FFIINNDDIINNGGSS OOFF SSTTUUDDIIEESS

After the research of my study I found that

y Lower class people use Nirma & Lifebuoy because it cost price is very less

and they can afford to buy it.

y Middle class people uses Lux, Cinthol & Liril because these are economical

soaps.

y Upper class people use Camay, Pears & Dove these soaps tell of high society.

y Most people like HUL products because it has got varieties of products.

y Lux & Breeze are favorites of women.

y Johnson & Johnson have targeted the children and they have achieved it.y People say that price of Dove & Pears should be economical to all categories.

y People demands for Nirma soaps mostly because it is economical.

SSUUGGGGEESSTTIIOONN AANNDD R R EECCOOMMMMEENNDDAATTIIOONN

On the basis of my studies I want to suggest that P&G has to make out the more

products varieties according with different product segmentations same as the HUL

did to grasp the market shares.

Because any company stands in the competitive market should have lot of varieties of

products to overtake the entire market. The P&G has to check out there pricing

strategy because the price of the HUL is much lesser than P&G and other companies.

The sales and promotional activities of HUL is very effective than other competitive

companies. The HUL invest more money on advertisement and it also emphasize on

the dealer network distribution with the help of there talented marketing executives.

Therefore, I suggest to other related companies that they should emphasis on there

sales and promotional activities and should make there proper marketing strategy.

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Last but not least the channel of distribution, packaging, segmentation and moreover

only after the proper marketing research they should launch their new products in the

market to grasp the entire market and increase their market shares.

CCOONNCCLLUUSSIIOONN

Heat and dust are integral part of Indian climate. This makes Indian as one of the

ideal market for soaps and other cleaning products. As we know that the consumer

keeps limited inventory of soap products and prefers to purchase them frequently, as

and when required. Many of these products are perishable. The penetration of

bathing soaps is 98% of all households. The research study shows that the per capita

consumption of bathing soap is 513gm. So there is a very big market for soap in

India. The total turnover of soap or market in India is 54 lakhs tone per annum and is

increasing at the rate of 5% per annum. In which HUL is the market leader with 59%

of share followed by godrej. Other major players are Nirma Ltd., Colgate-Palmolive

Ltd., Henkel-Spic India Ltd. The soap market is not only segmented on the basis of

price and benefits but even a range of emotions within that outlining frame work.

Therefore according to research done on the soap industries I have reached to the

following conclusions-

y The frequent used soap was Lux (28%) then Nirma (14% the second position.

y The appealing factors are soaps were price which was followed by size then

the medicinal qualities and so on.

y The person µself¶ was having the highest percent in decision making for

buying soaps.

y 58% were male respondents and 42% were female.

y The age group of the respondents was highest between 20 ± 30 years in the

sample design.

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CCHHAAPPTTEER R 66

QQUUEESSTTIIOONNNNAAIIR R EE

Information Requirement

I. Consumer perception of brands and the important they attach the brand name.

II. The extent to which the consumer think the following attributes company

name, shape, skincare.

III. The buying process involved in the selection of soap.

IV. Consumer attitude towards retreating.

Questions-

1) which company¶s soap do you use regularly?

HUL P&G Godrej Nirma J&J

2) What do you understand by the term ³brand´ of soap?

i) Company Name

ii) Quality of the soap

iii) Identifying name

iv) Type of the soap

3) Please name some soap companies that you have heard of.

4) How important us the brand name of a soap?

i) Not important

ii) Important

iii)

Very important5) How do you rate your present soap the following qualities-

i) Packaging of soap

ii) Company name

iii) Price of the soap

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6) Are you satisfied with the overall performance of your present soap?

i) Satisfied ii) dissatisfied

7) Have you ever change new brand of soap.

i) Yes ii) No

8) Did you change both the soap at the same time and one time?

9) What do you want change over to the present soap?

10) How did you decided that your replacement?

i) Your friend ii) your own

11) What are the factors that you considered when you purchase the soap?

i) Parents suggestion

ii) Friend suggestion

iii) T.V. Ads

12) In the premium segment which soap do you use?

(i) Pears (ii) Dove

(iii) Camey (iv) Doy

13) What are the factors that you considered when you purchase the soap?

i) Company name

ii) Price of soap

iii) Past experience

iv) Advertising

14) KINDLY TICK the once you have heard of company

i) Lux ii) Doy iii) Dove iv) Cinthol v) Dettol

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vi) Hamam vii) Liril viii) Breeze ix) Nivia

15) Which company¶s advertisement do you prefer more?

i) HUL ii) P&G iii) Nirma iv) Godrej v) J&J

PERSONAL INFORMATION

16) Your age group

i) 18 ± 25 ii) 25 ± 35

iii) 35 ± 50 iv) 50 - above

17) Your family income

i) 4000 ± 6000 ii) 6000 ± 8000

iii) 8000 ± 12000 iv) 12000 - above

18) Your educational qualification

i) High school ii) Intermediate

iii) Graduation iv) Above

18) What is your occupation status?

i) Own business ii) Service

iii) Students iv) Unemployed

8/6/2019 Finl Print



BBIIBBLLIIOOGGR R AAPPHHYY

1. WWW. GOOGLE,COM

2.

www.HUL.com3. www.gpcl.com

4. www.jjibp.com

5. www.nirma.com

6. www.colgate.com

7. www.jkhc.com

8. www.henkel.com

9. Research Methodology, C.R. Kothari

10. Marketing Research, Harper W. Boyd11. Marketing Management, Philip Kotler

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