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Lifebuoy Effectiveness in
Rural Areas
Submitted By
Sachin Kumar Mishra
Piyushkant Mishra
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HULs Introduction
HUL is India's largest fast moving consumer goods company holding 54.3% share
of the overall soap market.
Hindustan Unilever Limited (HUL) is a subsidiary of Unilever.
Company touching the lives of two out of three Indians with over 20 distinct
categories in home & personal care product and foods & beverages.
They are manufactured over 40 factories across India.
Distribution network comprising about 4,000 redistribution stockiest, more than
2,000 suppliers and associates, covering 6.3 million retail outlets reaching the entire
urban population and about 250 million rural customers.
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Industry Profile
The Toilet soaps market is estimated at 5,30,000 tpa including small imports.
Bathing and toilet soaps accounting for around 30% of the soap market.
Soap Industry divided into three segments namely premium, popular and economy.
Premium soaps are estimated to have a market volume of about 80,000 tones which
around share of 14 to 15%
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HULs Division
Home and Personal Care
Personal Wash: Lux, Lifebuoy, Liril, Hamam, Breeze, Dove ,Pears, Rexona
Laundry: Surf excel, Rin, Wheel
Skin care: Fair and Lovely, Ponds, Vaseline, Aviance
Oral care: Pepsodent, Close up
Deodorants: Axe, Rexona
Colour cosmetics: Lakme
Ayurvedic personal and health care: Ayush
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Foods & Beverages.
Tea: Brooke Bond, Lipton
Coffee: Bru
Foods: Kissan, Annapurna, Knorr
Ice cream: Kwality walls
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Research Framework
Objectives-
To find out Lifebuoy Effectiveness in RuralAreas.
Sample Size-32
Area Covered-
Tenant of Gurgaon Project Duration-
30 Days
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Market Research
Report
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Gender Participation
24
2.50
5
10
15
20
25
30
Male Female
Number
Number
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Age Group
10
16
61.2
Age
20-30
30-40
40-50
50+
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Soap Preferences
3
14
1
9
2 3
0
2
4
6
8
10
12
14
16
Dettol lifeboy Pears Lux Rexona Nirma
Numbers
Numbers
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Choice Change
27
5
0
5
10
15
20
25
30
Numbers
One type only
Change Regularly
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Frequency of Use
21
12
0
8
0
5
10
15
20
25
Daily Twice in a
week
Weekly Monthly Can't Say
Numbers
Numbers
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Likings Towards Lifebuoy
0
2
4
6
8
10
12
14
16
18
Very Strong Strong Can't say Dislike Strongly
Dislike
Numbers
Numbers
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Attribute Preferences
1
5 42
0
20
0
5
10
15
20
25
Scent Price Availability Softness Durability All
Numbers
Numbers
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Awareness Sources
20
9
1 2
0
5
10
15
20
25
TV ads word of mouth Awareness
Campaign
All
Numbers
Numbers
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Suggestions From Retailers
26
6
0
5
10
15
20
25
30
Yes No
Numbers
Numbers
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Availability In Rural Areas
24
1
7
0
5
10
15
20
25
30
Yes Can't Say No
Numbers
Numbers
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Rating For Lifebuoy
01
7
20
4
0
5
10
15
20
25
Very poor Poor Average Good Very Good
Numbers
Numbers
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Satisfaction Level For Lifebuoy
2
6
11
9
5
0
2
4
6
8
10
12
Very
dissatisfied
Somewhat
dissatisfied
Can't Say Satisfied Very satisfied
Series 1
Series 1
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Recommend To others for use
7
14
3
8
00
2
4
6
8
10
12
14
16
Definitely yes Probably Yes May be Yes
Or Not
Probably Not Definitly Not
Numbers
Numbers
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Improvement Needed In Lifebuoy
Quality
1312
7
0
2
4
6
8
10
12
14
Yes Can't Say No
Numbers
Numbers
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What Improvement Needed?
9
6
4
3
10
0
2
4
6
8
10
12
Quality Quantity Price Availabilty Can't Say
Numbers
Numbers
C i i h C i &
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Comparison with Competitors &
Rating Scale(1st- Excellent to 5th- Very Poor)
Brand
Name/Position
1st 2nd 3rd 4th 5th
Lifebuoy 10 4 4 6 8
Nirma 6 10 8 4 4
Dettol 3 3 5 14 7
Santoor 5 6 9 4 8
Fiama-de-wills 7 8 6 4 5
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Findings
Very Good product for Rural area. Good Product attributes.
Rural women are not frank to share their thoughts.
Price & Quality is most influential factors for likings.
Shift towards the new brand is very late in the rural
population.
Improvement is required in the existing products.
Quality & Quantity must be improved.
Overall lifebuoy is very effective in the rural area.
Population is very happy with the prices of the
product.
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Suggestions
Improvement in the quality & quantity should
be present.
Rural people must be educated about the
products so that they can understand the
feature of the product.
Nirma still remains a close competitor in the
segment.
Distribution system somewhere lacks.
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Thank You!!!!