STUDENT DECLARATION
I, AJAY SINGH, hereby declare that the research report entitled
“Comparative study & marketing strategies of HUL Soap” is an
original work done by me and has not been submitted to any College / Institute /
University in any form or manner prior to this.
Date: AJAY SINGH
Place: Roll No. – 35084006
M.B.A. III Sem
PREFACEPREFACE
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 to “Comparative study & marketing
strategies of HUL Soap” 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.
ACKNOWLEDGEACKNOWLEDGE
Business World is very much competitive and moving fast with lots
of changes every minute in strategies and policies of market.
This work is a synergistic product of many minds. I am grateful for
the inspiration and wisdom of many thinkers and for the trans-
generational sources and roots of this wisdom.
It has been a great opportunity to undertake research on the subject
Comparative study & marketing strategies of HUL Soap. No amount
of words can express the benevolence and supportive help given to
me by my guide Ms. SWATI BHATT (Faculty, Management,
SRM-IST Modinagar).
I also want to thank my family members for their guidance and
support in the completion of this project successfully. Last but not
least I extend my gratitude to all the people whose constant guidance
and support made the completion of this project a much more
enriching experience.
I hope this project would be liked and appreciated by faculty members
and students.
Research ProjectResearch Project
Study the comparative study of HUL, P&G, Nirma, Johnson &
Johnson and Godrej in respect of Price, Promotion and
consumer demands.
The check out the how much population uses HUL of P&G
products.
To search out what was the last years sales profit of various
companies.
My research objective is to do the survey of small samples in
various parts of Barielly and fill up the Questionnaire by them.
To give suggestions to the various companies why their market
share are decreasing and how to improve their values.
My research objective is to make out the research for the
companies with the less expenditure on the research process
with the maximum amount of profit by the research done.
To check out which one of the company expands more money on
their advertisement.
IntroductionIntroductionFMCGFMCG
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.
Typical 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 neighbours/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.
Indian Soap MarketIndian 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 Lever 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.
Procter & GambleProcter & 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 “Soap Opera” by sponsoring radio and television
dramas targeting women. P&G found life in the first years of 21 st 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 a
small 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.
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.
1.1. Economy/Functional brandEconomy/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.
2.2. Popular soapsPopular 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.
3.3. Premium soapsPremium 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.
4.4. Super premium soaps :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.
Market Share (Soap)Market Share (Soap)
The economy soap constitute 35% of market share, popular soap constitute
major portion of market share, 55% then premium and super premium constitute
7% and 3% respectively.
Segmentation of soap on the basis of priceSegmentation of soap on the basis of price
From the above figure, it is 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.
List of soaps with their segments and pricesList of soaps with their segments and prices
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)
Segmentation of soap on the basis of TFM Segmentation of soap on the basis of TFM (Total Fatty Matters ) contents(Total Fatty Matters ) contents
TFM 60-65% TFM 66-70% TFM 71-75% TFM 76-80%
Medimix Jai Breeze Dove
Palmolive natural Lux Hamam Nima
Lifebuoy Neem Rexona Fairglow
Lifebuoy gold Borosoft
Liril Dettol
Pears Cinthol
Denim Nevia
Lux Skin Care
Palmolive Extra
care
Park avenue
Doy
Fa
Johnson Baby
soap
Aramusk
People who wants natural products
Medimix
Hamam
Margo
Neem
Rexona
Borosoft
Palmolive
Soaps which are general to all
Dettol
Hamam
Margo
Lifebuoy
Soaps which were launched specially for men
Cinthol
Park Avenue
Denim
Aramusk
For kids and children
Johnson baby soap
Johnson kids
Doy
For women specially
Lux skin care
Pears
Nevia
Dove
Palmolive extra care
Fairglow
Rexona
Nima
Borosoft
Breeze
OBJECTIVE OF STUDY
The objective of study in Hindustan uniliver
1. To study the availability of the brand in dealers in the market.
2. To study the latest brand in the market of soap.
3. To study the distribution channel of the Hindustan liver soap.
4. To study the promotion backup of brand.
5. To study the satisfactions level of brand.
6. To take suggestion from dealers which help in increasing sale value.
7. To comparative study of soap in Indian market.
RESEARCH METHODOLOGY
Research Methodology is a systematic way, which consists of series of actions
or steps necessary to effectively carry out research and the desired sequencing
of these steps. The marketing research is a process of involves a number of
inter-related activities, which overlap and do rigidly follow a particicular
sequence. It consists of the following steps
1. Formulating the objective of the study
2. Designing the methods of data collection
3. Selecting the sample plan
4. Collecting the data
5. Processing and analyzing the data
6. Reporting the findings
RESEARCH DESIGN
Research Design specifies the methods and procedures for conducting a
particular study. A Research Design is the arrangement of conditions for
collection and analysis of the data in a manner that aims to combine relevance
to the research purpose with economy in procedure. Research Design is broadly
classified into three types as
1 Exploratory Research Design
2 Descriptive Research Design
3 Hypothesis testing Research Design
On the basis of the objective of study, the studies which are concerned with
describing the character tics of a particular individual, or of a group of
individual under study comes under Descriptive Research Design.
Descriptive Research Design: In this research design the objective of study is
clearly defined and has accurate method of measurement with a clear cut
definition of population which is to be studied.
FORMULATING THE RESEARCH PROBLEM
Two steps are involved in formulating the research problem:
1 Understanding the problem
2 Rephrasing the problem into meaningful terms from an analytical
point of view.
The training sessions are conducted in the beginning of training in order to
make us clear about the task provided and how to handle the different situations.
PREPARING THE RESEARCH DESIGN
The research design is developed to collect the relevant information with
minimum of efforts, time and money.
Marketing Research Objectives:
1 To undertake a prior market study before doing owns research.
To make an analysis on the basis of the results.
2 Type of Study: Descriptive.
3 Research Area: South Varanasi.
4 Source of Information: Primary Data.
5 Data Collection Instrument: Questionnaires & Personal Interview.
6 Research Approach: Survey Method.
SAMPLING DESIGN
A Sample Design is a definite plan for obtaining a sample from a given
population. It refers t the technique r the procedure adopted in selecting items
for the sample. The main constitution of the sampling design is as below-
1. Sampling Unit
2. Sample Size
3. Sampling Procedure
SAMPLING UNIT
A sampling framework i.e. developed for the target population that will be
sampled i.e. who is to be surveyed.
. Retailers
SAMPLE SIZE
It is the substantial portion of the target population that are sampled to achieve
reliable results.
175------- RESPONDENT (RETAILER)
SAMPLING PROCEDURE
The procedure to choose the respondents to obtain a representative sample, a
non-probability sampling technique is applied for the target – market.
Non-Probability Sampling
It is a purposive sampling which deliberately chooses the particular units of the
universe for constituting a sample on the basis that the small mass that they so
select out of a huge one will be typical or representative of the whole.
Judgment sampling:
To select population members who are good prospects for accurate information?
DATA COLLECTION
The data collection process is the predefined task that I have to undergo. The
data collection process starts right from the first day till the final day on the
field. During the whole period a list of different retailers scattered around whole
of the South Varanasi gets visited on the regular basis. The main task is to
analyze the market potential, study of the market share of the company and
analyzing the competitor’s strategies.
The survey process is not complete without consulting the Distributor &
Retailers. The distributors are the key nodes that make the chain moving
effectively. So the response made by them is also an essential criterion to
involved and reaching for certain decisions.
There are several ways of collecting appropriate data that differ considerably in
the context of money costs, time, and other resources at the disposal of the
researcher. The tools used for data collection are as:
PRIMARY DATA
The primary data are those data, which are collected afresh and for the first
time. And happen to be original in character. The primary data to be collected
for the study are-
Questionnaire – A set of questionnaire is prepared for the cause of collecting
different information related to the pre-determined objectives. The
questionnaire prepared is in two forms & targeted towards the doctors and
chemists differently. The format of questionnaire is structured and non-
disguised.
1)Direct Personal Interview – Under this method of collecting data there is
face-to-face context with the person from whom the information is obtained.
The data collected are from the
2 )respective selected doctors and chemists visited regularly. The pattern used
is Structured and Indirect Interview.
SECONDARY DATA
Secondary data means data that are already available i.e., they refer the data,
which have already been collected and analyzed by someone else. When the
researcher utilizes secondary data, then he has to look into various sources from
where he can obtain them, IN this case he is certainly not confronted with the
problems that are usually associated with the collection of original data.
Secondary data may either be published data or unpublished data. Usually
published data are available in:
1 Various publications of the central, state and local governments;
2 Various publications of foreign government or of international bodies and
their subsidiary organization;
3 Technical and trade journals:
4 Books, magazines and newspapers;
5 Reports and publications of various associations connected with business
and industry, banks, stock, exchanges etc.;
6 Reports prepared by research scholars, universities, economists etc. In
different fields, and
7 Public records and statistics, historical documents, and other sources of
published information. The sources of unpublished data are many; they
8 May be found in diaries, letters, unpublished biographies and
autobiographies and also may be available with scholars and research
workers, trade associations, labor bureaus and other public/private individuals
and organizations.
The data collected from the various efforts and sources are presented in tabular
form and as shown distinctively from the next page.
SWOT ANALYSIS
STRENGTHS
Biggest sourcing base for milk and milk products in India.
India’s best-known local Brand across all categories.
27% market share in the national Soap market.
Presence of a well-established distribution and delivery network for dairy
products.
Penetration pricing strategy – ITC is the price warrior in the Soap market
and currently has a very wide range to offer for all price points.
Normally consumers in India prefer Dairy Soap rather than frozen
desserts and ITC has a wide portfolio in the dairy soap segment.
Kwality Walls, ITC’s main rival, has 8% market share, the second largest
share in the organized sector now is trying to extend it’s cold chain in
many cities and towns Whereas ITC has presence in almost all towns
because of it’s already existing butter lines.
Customer is most comfortable buying Soap in the Value for Money
segment and ITC is well present in this segment.
ITC has built up a formidable image as a brand in which generations of
consumers have placed their trust. This can be used to its advantage while
introduction of soaps.
WEAKNESS
ITC’s Advertising has low profile. Vivel and P&G on the other hand is
into heavy advertising and consequently, is going to be popular.
A major entry barrier with ITC are their some non flexible policies. If
ITC makes their policies bit flexible than this will be beneficial for them.
Retailers want a credible Replacement policy of the soap .They would
be willing to make further investments only for that brand which offers
replacement facilities. ITC has no replacement policy.
Retailers now demand freezers without having to pay any deposit. This is
especially true of those retailers who already stock one or the other soap
brands. But ITC gives the deep freezer at lump sum amount.
OPPORTUNITIES
Varanasi market is not restricted to monopoly outlets. There are a
significant number of retailers who are currently stocking more than two
brands. This is in ITC’s favour, as earlier it had to overcome this problem
in the Mumbai market.
There is ample scope in the low priced segment as also in other categories
where consumers presently are dissatisfied with the quantity being
provided vis a vis the price being charged.
ITC has the opportunity to capture the more evolved young adults and
children who are open to new products provided they meet their
expectations.
THREATS
ITC might face threat from the local manufacturers in the low end of the
market like in the seelampur .
Kwality Walls product differentiation strategy has been very well
received by the consumers and other brand is also pushing up its
advertising pitch.
P & G is also planning to double the number of push carts in Varanasi.
Market Research & Data AnalysisMarket Research & Data Analysis
Marketing basically consists of the needs of customers and meeting them in the
best possible manner. Marketing research plays a key role in this process.
Starting with marketing measurement, marketing research help the firm acquire
a better understanding of
1. The consumer
2. The competition and
3. The marketing environment
It also aids the formulation of the marketing mix. Decision on each element of
marketing mix (4-ps) needs marketing research support.
1. Product
2. Price
3. Place
4. Promotion
With their increasing complexity of marketing research has grown in
complexity. Today caring out research relating to customers, products and
markets required has emerged as a highly specialized function of management.
Meaning and scope of marketing researchMeaning and scope of marketing research
“According 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
“Marketing 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.
HINDUSTANHINDUSTAN
LEVERLEVER
LIMITEDLIMITED
Breeze scent magic is the soap which fulfills the aspirations of women of rural
India. Breeze has offered them ‘beauty 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.
Brand Name : BreezeBrand Name : Breeze
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.
Brand Name : Lux Sunscreen formulaBrand Name : Lux Sunscreen formula
About the Brand : The new, patented technology called the ‘Sunscreen
Formula’ 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 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
Dove soap, which was launched by Uniliver 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.
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, “Everything in life is
about balance”.
Brand NameBrand Name : : HAMAMHAMAM
About the Brand : It is a product from HUL
Target : It targets to the middle class Indian Family.
Positioning : It positioned as a family soap with natural ingredients.
\
Price : Rs. 10 (100 gms)
Advertising objective : It is to emphasis on the natural quality of the soap.
Advertisement Strategy : It project as a natural product for every Indian
middle class family.
Sales Promotion : No scheme
Available range & size : 100 gms
Making a billion Indians feel safe and secure by meeting their health and hygiene needs is the mission of Lifebuoy.
The world’s largest selling soap offers a compelling health benefit to the entire family. Launched in 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, has carried the Lifebuoy message of health across the length and breadth of the country.
The 2002 and 2004 re-launches have been turning points in its history. The new mix includes a new formulation and a repositioning to make it more relevant to both new and existing consumers.
Lifebuoy is now milled toilet soap with a new health fragrance and a contemporary shape. The new milled formulation offers a significantly superior bathing experience and skin feel. This new mix has registered conclusive and clear preference among existing and new users.
The new Lifebuoy is targeted at today’s discerning housewife with a more inclusive “family health protection for my family and me” positioning. Lifebuoy has made a deliberate shift from the male, responsible benefit of health to a warmer, more versatile, more responsible benefit of health for the entire family.
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.
Brand Name : LifebuoyBrand Name : Lifebuoy
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 “family 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
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.
LIRILLIRIL
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 “La-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.
Brand Name Brand Name : : LIRILLIRIL
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)
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.
Brand Name : LuxBrand Name : Lux
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
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.
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.
Brand Name : PearsBrand Name : Pears
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 “Kuch nehin” mean no harmful chemical.
Sales Promotion : Buy 3 pears and save Rs. 8.50
Available Range & Size : 75 gms.
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.
Brand Name : REXONABrand Name : REXONA
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
Available Range & Size : 100 gms.
Brand Name : DENIM Brand Name : DENIM
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.
Sales Promotion : No scheme.
Available Range & Size : 75 gms and 125 gms.
Brand Name : DOVE Brand Name : DOVE
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.
Available Range & Size : 100 gms.
Brand Name : PALMOLIVE EXTRA CARES Brand Name : PALMOLIVE EXTRA CARES
About the Brand : 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.
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.
Sales Promotion : No scheme.
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).
Brand Name : PALMOLIVE NATURALBrand Name : PALMOLIVE NATURAL
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
Brand Name : FA SOAPBrand Name : FA SOAP
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.
Sales Promotion : No scheme.
Available Range & Size : 75 gms and 125 gms
Brand Name : DettolBrand Name : Dettol
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 “Surakshit”
Advertising objective : It is to present Dettol as a product for skin security.
Advertisement Strategy : Emphasis on Suraksha part of dettol, i.e. “dettol
suraksha”
Sales Promotion : No scheme.
Available Range & Size : 125 gms
NIRMA NIRMA
Band Name: NIMABand Name: NIMA
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)
Brand Name: MARGO SOAPBrand Name: MARGO SOAP
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.
GODREJGODREJ
Brand Name: FairglowBrand Name: Fairglow
About the Brand: Fairglow has a unique Bio-extract ‘Natural 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.
Brand Name:Brand Name: NEW CINTHOL SKIN FRESHNEW CINTHOL SKIN FRESH
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 its consumers.
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.).
Brand Name:Brand Name: ALLCAREALLCARE
About the Brand: Godrej Allcare Family Health Soap is a Double Action
Soap which contains Germblaster, an effective germicidal and moisturizers.
The Germblaster effectively fights the germs while the moisturizers keep the
skin soft and supple.
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.
Brand Name:Brand Name: ARAMUSK PREMIUM SOAPARAMUSK PREMIUM SOAP
About the Brand: For the male consumer, an experience called Aramusk. The
enduring mystique of musk in a profusion of rich lather and uniquely contoured
for man’s grip.
Target: The soap targets totally to the men of age group from 16-50.
Positioning: It positioned itself for Extravagantly Male.
Price: Rs. 15
Advertising Objective: To attract the people who believe themselves as ruf &
tuf.
Advertisement Strategy: It project as bathing soap for men who always wants
to look manly.
Sales Promotion: No scheme
Available Range & Size: 75 gms.
JOHNSON JOHNSON & &
JOHNSONJOHNSON
Brand Name:Brand Name: JOHNSON BABY SOAPJOHNSON BABY SOAP
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.
Available Range & Size: 100 gms.
Brand Name:Brand Name: JOHNSON’s KIDS SOAPJOHNSON’s KIDS SOAP
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).
COMPARISON OF MARKET SHARE OF HUL, P&G,COMPARISON OF MARKET SHARE OF HUL, P&G,
GODREJ, NIRMA, AND J&JGODREJ, NIRMA, AND J&J
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.
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.
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
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.
DATA ANALYSISDATA ANALYSIS
1. After 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.
2. According to the dealers mostly consumer uses.
I HAMMAM 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%
3. On what quality basis the consumer’s rates there present soap-
I Packaging of soap 15%
II Company name 20%
III Price of the soap 30%
IV All of the above 35%
4. How the consumers preferences changes?
I. Frequently changes the brands 10%
II. Rarely changes the brands 40%
III. Punctual on one brand 45%
IV. Changes according to the climatic situation 5%
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%
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%
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%
8 Which company’s advertisement do you more?
i) HUL
59%
ii) P&G
15%
iii) Nirma
12%
iv) Godrej
10%
v) J&J
4%
9 KINDLY TICK the once consumers have heard of company according to
you?
i) Lux
48%
ii) Doy
3%
iii) Dove
7%
iv) Cinthol
10%
v) Dettol
9%
vi) Hamam
6%
vii) Liril
7%
viii) Breeze
8%
ix) Nivia
2%
10 What are the factors consumer considered when they purchase the soap?
Company name Price of soap
Past experience Advertising
11 In the premium segmentation of the soap the rich people uses-
I. Pears 30%
II. Dove 55%
III Camey 10%
IV Doy 5%
12 What are the factors that consumer considered when they purchase the soap?
Parent’s suggestion
Friend suggestion
T.V. Ads
13 How consumers decided that they need replacement of soap?
i) Your friend ii) your own
PRODUCT DIFFERENTIATIONPRODUCT DIFFERENTIATION
Product differentiation is apart 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:
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.
FEATURE: Some soaps are herbal, some are non alkaline and
alkaline.
PERFORMANCE: Some soap melt less in water and some melt
quickly.
PACKAGING: Little soap is wrapped in paper pack and little
soap is found in visible plastic pack.
ADVERTISEMENT EXPENDITUREADVERTISEMENT EXPENDITURE
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 HULAdvertisement 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.
Rs in mm 2006 Dec 2005 Dec
Advertising
and Promotions
14,040 13,540
Sales 86,230 81,850
% of Sales 16.3 16.5
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.
FINDINGS OF STUDIESFINDINGS OF STUDIES
After the research of my study I found that
Lower class people use Nirma & Lifebuoy because it cost price
is very less and they can afford to buy it.
Middle class people uses Lux, Cinthol & Liril because these are
economical soaps.
Upper class people use Camay, Pears & Dove these soaps tell of
high society.
Most people like HUL products because it has got varieties of
products.
Lux & Breeze are favorites of women.
Johnson & Johnson have targeted the children and they have
achieved it.
People say that price of Dove & Pears should be economical to
all categories.
People demands for Nirma soaps mostly because it is
economical.
SUGGESTION AND RECOMMENDATIONSUGGESTION AND RECOMMENDATION
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.
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.
CONCLUSIONCONCLUSION
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-
The frequent used soap was Lux (28%) then Nirma (14% the second
position.
The appealing factors are soaps were price which was followed by size
then the medicinal qualities and so on.
The person ‘self’ was having the highest percent in decision making for
buying soaps.
58% were male respondents and 42% were female.
The age group of the respondents was highest between 20 – 30 years in
the sample design.
BIBLIOGRAPHYBIBLIOGRAPHY
Web references
1. www.HUL.com
2. www.gpcl.com
3. www.jjibp.com
4. www.nirma.com
5. www.colgate.com
6. www.jkhc.com
7. www.henkel.com
Books References
Kotler Philip, Marketing Management, Tenth Edition, New Delhi, Prentice- Hall of India
Private Ltd.
Saxena Rajan, Marketing Management, New Delhi, Tata McGraw, Hill.
Agarwal Sangeeta, Marketing Research, Third Reprint, Delhi, Global Business Press.
Christopher lovelock Marketing of Services 2Christopher lovelock Marketing of Services 2ndnd Edition. Edition.
ZeithmalZeithmal Marketing of Services.Marketing of Services.
Market Research by D.D. Sharma.Market Research by D.D. Sharma.
Consumer Behaviour by Sechiffman, Leon G. Consumer Behaviour by Sechiffman, Leon G.
QUESTIONNAIREQUESTIONNAIRE
Information Requirement
I. Consumer perception of brands and the important they attach the
brand name.
II. The extent to which the consumer thinks 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 consumer use regularly?
HUL P&G Godrej Nirma J&J
2) What consumer understand by the term “brand” of soap?
i) Company Name
ii) Quality of the soap
iii) Identifying name
iv) Type of the soap
3) How many brands of soap you have in your retailer.
4) How important is the brand name of a soap for the consumer?
i) Not important
ii) Important
iii) Very important
5) How consumer rate the present soap they are using-
i) Packaging of soap
ii) Company name
iii) Price of the soap
6) Are consumers satisfied with the overall performance of the brand of
soap they are using?
i) Satisfied ii) dissatisfied
7) Have consumer ever talk or think of changing new brand of soap.
i) Yes ii) No
8) Did consumers change both the soap at the same time and one time?
9) How consumers decided that they need replacement of soap?
i) Your friend ii) your own
10) What are the factors that consumer considered when they purchase the
soap?
i) Parents suggestion
ii) Friend suggestion
iii) T.V. Ads
11) In the premium segment which soap, the consumer uses?
(i) Pears (ii) Dove
(iii) Camey (iv) Doy
12) What are the factors consumer considered when they purchase the soap?
i) Company name
ii) Price of soap
iii) Past experience
iv) Advertising
14) KINDLY TICK the once consumers have heard of company according to
you?
i) Lux ii) Doy iii) Dove iv) Cinthol v) Dettol
vi) Hamam vii) Liril viii) Breeze ix) Nivia
15) Which company’s advertisement do you 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
