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    BUSINESS COMMUNICATION

    A CONSUMER BEHAVIOUR REPORT ON BATHING SOAP INDUSTRY

    SECTION C GROUP C 03 MBA 1

    SL. NO. ROLL NO. NAME

    1 11202142 SANJANA MOHANTY

    2 11202143 SHALINI

    3 11202144 SOUMYA MIHIR BHATTACHARYA

    4 11202145 SAKSHI MISHRA

    Faculty Guide:

    Prof. Surbhi Kapur

    School of Management, KIIT University

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    TABLE OF CONTENTS

    EXECUTIVE SUMMARY........................................................................................................................................................ 3

    INTRODUCTION...................................................................................................................................................................... 4

    OBJECTIVES .............................................................................................................................................................................. 5

    UNCOVERING THE CONCEPT BEHIND LIRIL ADVERTISEMENTS ................................................................. 5

    LIRILS SUDDEN DOWNFALL AND SUBSEQUENT MARKETING STRATEGIES ......................................... 5

    THEORETICAL PERSPECTIVE ......................................................................................................................................... 6

    COMPANY PROFILE OF HUL .......................................................................................................................................... 6

    METHODOLOGY..................................................................................................................................................................... 7

    RESEARCH APPROACH .................................................................................................................................................... 7

    PRIMARY DATA SOURCES .......................................................................................................................................... 7

    SECONDARY SOURCES ................................................................................................................................................ 7

    RESEARCH DESIGN ............................................................................................................................................................... 8

    SURVEY ................................................................................................................................................................................... 8

    SECONDARY DATA STUDIES ......................................................................................................................................... 8

    OBSERVATION TECHNIQUES ........................................................................................................................................ 8

    ANALYSIS AND INTERPRETATION............................................................................................................................... 9

    CONCLUSION.......................................................................................................................................................................... 11

    LIMITATIONS......................................................................................................................................................................... 11

    RECOMMENDATIONS & SUGGESTIONS ................................................................................................................... 12

    BIBLIOGRAPH ....................................................................................................................................................................... 13

    ANNEXURE .............................................................................................................................................................................. 14

    QUESTIONNAIRE .............................................................................................................................................................. 14

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    EXECUTIVE SUMMARY

    The main objective of the project is to get the full knowledge of LIRIL, a HUL product, and

    what are they doing to get the customer loyalty, to maintain their market. This is also tofind the preferences of customer and there market knowledge and product information,information about the presence of the rivals of HUL and all the other options they have inthe market.

    A questionnaire was prepared and there were 40 respondents. The market research workwas divided into two stages i.e. to collect & analyze the various the factors that would helpin knowing the consumer buying behavior.

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    INTRODUCTION

    The Indian Soap Industry includes about 700 companies with combined annual revenue of about

    $17 billion. Major companies in this industry include divisions of P&G, Unilever, and Dial. The

    Indian Soap Industry is highly concentrated with the top 50 companies holding almost 90% of the

    market. The market size of global soap and detergent market size was estimated to be around 31M

    tonne in 2004, which is estimated to grow to 33M tonne in the coming years. Toilet soaps account

    for more than 10% of the total market of soap and detergents. In Asia, the countries like China and

    India are showing rapid growth in the toilet soap section. Market share of body wash was estimated

    to be around 2% in 2004 and is showing signs of healthy growth in these markets. Indias soap

    market is Rs 41.75 billion.

    Liril is a popular brand of soaps owned by FMCG major Hindustan Unilever Limited (HUL).

    It basically caters to a premium market where customers prefer a high quality bathing soapproviding freshness. LIRIL is a popular soap brand sold, to a large degree, in India, and Asia, as well

    as few places in Europe. The soap was launched in India, in 1975. The well known HUL brand

    captures 2.5% of the market share. The brand was a runaway success and the Liril girl became the

    talk of the town. The brand has been consistent with its communication and the effective use of

    brand imagery. But after a 25 year long run, Liril hit a roadblock due to poor marketing strategies.

    The company even changed agencies handling the brand, from Lowe to McCann Erickson before

    going back to Lowe. Liril has been having a static market share for quite some time now. Majority of

    their sales happen during summer.

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    OBJECTIVES

    UNCOVERING THE CONCEPT BEHIND LIRIL ADVERTISEMENTS

    Liril was positioned on the freshness platform right from its birth. The advertisements featuring a

    girl and the waterfall with a unique jingle ensured that the freshness is experienced by the

    audience. Liril can be called as an experiential brand and the communication perfectly supported

    that.

    Since decades anybody watching the advertisement for Liril soap could see only a girl romancing

    with water which was considered to be a sign of freshness. That was how Liril has being positioned

    since ages in the minds of the consumers.

    LIRILS SUDDEN DOWNFALL AND SUBSEQUENT MARKETING STRATEGIES

    The lime concept of Liril had made home in the minds of the consumers. More or less everybody felt

    that this soap was mainly for the ladies and that too the working segment. The main theme of the

    advertisement was freshness which revolved around lime. HLL wanted to launch new fragrance in

    Liril however it was very difficult for the company to break this image in the minds of the

    consumers. The lime concept of Liril was strongly built in the minds of the consumers and changing

    this brand image was something that was really changeling for HLL when it thought of venturing

    into other areas. Liril is now offered to the consumers in Orange, another containing Aloe vela and

    the shape of the soap also has been modified, which is much similar to that of the Dove.

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    THEORETICAL PERSPECTIVE

    COMPANY PROFILE OF HUL

    Hindustan Unilever Limited (HUL) is India's largestfast moving consumer goods company owned

    by the European company Unilever. The Anglo-Dutch company Unilever owns a 52% majority

    stake.

    HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as Hindustan

    Lever Limited through a merger ofLever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United

    Traders Ltd. It is headquartered in Mumbai, India and has an employee strength of over 15,000

    employees and contributes to indirect employment of over 52,000 people. The company wasrenamed in June 2007 as Hindustan Unilever Limited. Hindustan Unilever's distribution covers

    over 1 million retail outlets across India directly and its products are available in over 6.3 million

    outlets in the country, nearly 80% of all retail outlets in India. The company claims that two out of

    three Indians use its many home and personal care products, food and beverages.

    HUL is the market leader in Indian consumer products with presence in over 20 consumer

    categories such as soaps, tea, detergents and shampoos amongst others with over 700 million

    Indian consumers using its products. The company has a distribution channel of 6.3 million outlets

    and owns 35 major Indian brands. Its brands include Kwality Wall's ice cream, Knorr soups & meal

    makers, Lifebuoy, Lux, Pears, Breeze, Liril, Rexona, Hamam and Moti soaps, Pureit water purifier,

    Lipton tea, Brooke Bond tea, Bru coffee, Pepsodent and Close Up toothpaste and brushes, and Surf,

    Rin and Wheel laundry detergents, Kissan squashes and jams, Annapurna salt and atta, Pond's talcs

    and creams, Vaseline lotions, Fair and Lovely creams, Lakm beauty products, Clear, Clinic Plus,

    Clinic All Clear, Sunsilk and Dove shampoos, Vim dish wash, Ala bleach, Domex disinfectant, Modern

    Bread, Axe deosprays and Comfort fabric softeners.

    LIRIL CAPTURES 2.5% OF THE MARKET SHARE.

    http://en.wikipedia.org/wiki/Fast_moving_consumer_goodshttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Anglohttp://en.wikipedia.org/wiki/Netherlandshttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Lever_Brothershttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Lever_Brothershttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Netherlandshttp://en.wikipedia.org/wiki/Anglohttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Fast_moving_consumer_goods
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    METHODOLOGY

    RESEARCH APPROACH

    The research is primarily both exploratory and descriptive in nature. The sources of information

    are both primary and secondary. A well structured questionnaire was prepared for the primary

    research and personal interviews were conducted to collect the responses of the target

    population. The secondary data has been taken by referring to various magazines, newspapers,

    internal sources and internet to get the figures required for the research purposes.

    PRIMARY DATA SOURCES

    The primary sources of data collection were through questioning to the working professionals

    and household members. We also tried to cover some of the students. Questionnaires helped usto know about their consumption pattern of different detergents.

    SECONDARY DATA SOURCES

    Apart from the primary data sources, we referred some of the secondary sources and a

    comprehensive report was generated. The sources include internet, friends working in other

    companies, faculty members, books. It is the data which has already been collected by someone

    or an organization for some other purpose or research study.

    Some of the secondary data sources include:

    Books & Journals Internet sources

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    RESEARCH DESIGN

    SURVEY

    This is common method of generating primary data. Here we choose to contact the respondents

    using a questionnaire that comprises with the question that needed to be answered by the

    respondent which would help us to analyze.

    SECONDARY DATA STUDIES

    As information here cannot be interchangeable, but helps in collecting information about the usageof detergents.

    OBSERVATION TECHNIQUES

    Here the objective is to know why the speculation can be better in detergents. As using the survey &

    our secondary data it records the perception of people towards Surf Excel.

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    ANALYSIS AND INTERPRETATION

    WHO ACTUALLY BUYS THE PRODUCT IN THE FAMILY?- WORKING WOMEN- YOUTH (MEN AND WOMEN)- FEW MEN

    WHO MAKES THE DECISION FOR THE PURCHASE?- SELF DECISION IS MADE

    WHO INFLUENCES THE DECISION FOR THE PURCHASE?- THE LIME CONCEPT OF LIRIL- ADVERTISEMENTS- FEEDBACK FORM EXISTING USERS

    0 10 20 30 40 50

    WORKING WOMEN

    YOUTH

    ONLY MEN

    POPULATION IN %

    POPULATION IN %

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    WHERE IS INFORMATION SEARCHED FOR?- INFORMATION GATHERED IS BASED ON FEEDBACK AND

    ADVERTISEMENTS

    WHAT INFORMATION IS AVAILABLE?- THE INTRIGUING LIME CONCEPT OF LIRIL- FRESHNESS QUOTIENT

    WHAT ARE THE ALTERNATIVES?- CINTHOL, IN THE LIME CATEGORY- DOVE- LUX- PARK AVENUE

    WHAT IS THE EVALUATION PROCEDURE?- TO EVALUATE THE OPTIONS AVAILABLE IN THE LIME

    CATEGORY, ALSO TO CONTEST THAT LIRIL IS MEANT FOR THE

    ENTIRE FAMILY, AND NOT ONLY FOR WOMEN

    WHAT IS THE LEVEL OF INVOLVEMENT OF THE CONSUMER WITH THE PRODUCT ANDTHE PURCHASE PROCESS?

    - POOR

    0 20 40 60 80

    THE LIME CONCEPT OF

    LIRIL

    ADVERTISEMENTS

    FEEDBACK FORM EXISTING

    USERS

    PERCENTAGE

    PERCENTAGE

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    CONCLUSION

    During the project we tried our best to understand each & every aspect which would enhance or affect the

    business of bathing soap industry.

    We come up with the finding that LIRIL as a whole has not been able to retain the same market share as it

    used to a decade back. LIRIL is embedded in the consumer minds as THE LIME SOAP, and hence all

    efforts for expansion by LIRIL to other fragrances and variants failed.

    LIMITATIONS

    1. Limited Time: The time available to conduct the study was only 15 days. It being a wide topicvast research is required.

    2. Limited Resources: Limited resources are available to collect the information.

    3. Volatility: Bathing soap industry is very volatile.

    4. Research was limited within Bhubaneswar & its adjacent places.

    5. People were not providing real information/data some times as per the questionnaire (reluctant

    to give information), which can possibly can leads outputs which may not be real/ appropriate.

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    RECOMMENDATIONS & SUGGESTIONS

    After getting observations wewould like to recommend some important points, upon which LIRIL should

    focus and try to grow its business by tapping the market through making new customers. Some of the

    recommendations are as follow:-

    First thing which we would like to suggest is LIRIL should focus on its promotional forces, sothat it would be able to convey the features to the common people.

    Once the features will be exposed then only it can make new customers.

    LIRIL initially targeted : WOMEN SEGMENTBut after a decade long great run in the market, its shares dipped, as an image was created in the

    minds of the consumers that the soap is only meant for women, that too in the working segment.

    WHAT DID LIRIL DO TO CHECK THIS THREAT?LIRIL changed its agencies from LOWE to MC-ERICKSON before coming back to LOWE again. In its

    advertisements, instead of showing only a woman bathing under a waterfall, it included a family,

    wanting to showcase that the soap was meant not only for women, but for the entire family.

    LIRIL should change its image in the minds of the consumers as being the LIME CATEGORYSOAP.

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    BIBLIOGRAPHY

    BOOKS REFERRED

    1. William G. Zikmund , Business Research Method 7th Edition2. Richard I. Levin and David S. Rubin, Statistics for Management 7th edition

    REPORTS

    1. Report of HUL 2010.2. Market Research Project on Bathing Soaps.

    WEBSITES

    1. www.indiacatalog.com

    2. www.hul.co.in

    3. www.google.com

    4. www.wikipedia.org

    http://c/Users/kiit/Downloads/www.indiacatalog.comhttp://c/Users/kiit/Downloads/www.hul.co.inhttp://www.google.com/http://www.wikipedia.org/http://www.wikipedia.org/http://www.google.com/http://c/Users/kiit/Downloads/www.hul.co.inhttp://c/Users/kiit/Downloads/www.indiacatalog.com
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    ANNEXURE

    QUESTIONNAIRE

    WHAT DO YOU PREFER AMONGST BATHING SOAP & BODYWASH?

    DOES FRESHNESS PLAY AN IMPORTANT ROLE? WHICH SOAP ARE YOU USING? WHAT WERE OTHER OPTIONS AVAILABLE? WHY HAVE YOU CHOSEN YOUR CURRENT BATHING SOAP? ANY EXPECTATTIONS FROM YOUR CURRENT BRAND? ANY COMPLAINTS WITH YOUR CURRENT BRAND? WOULD YOU LIKE TO SWITCH OVER TO ANOTHER BRAND? WOULD YOU RECOMMEND YOUR BRAND TO ANYONE? WOULD YOU CONSIDER TRING LIRIL? WHY? IS LIRIL APPEALING TO YOU? DOES THE ADVERTISEMENTS INFLUENCE YOU TO BUY LIRIL

    SOAPS? WHY?

    RATE YOUR CURRENT BRAND OUT OF 10 RATE LIRIL OUT OF 10

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