Introduction of FMCG 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 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.

HLL

Hindustan Lever Limited (HLL) is India’s largest fast moving consumer goods

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

Beverages. HLL’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.

HLL 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

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.

SCOPE OF STUDY

“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.

Research MethodologyResearch Methodology

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.

Research Process DiagramResearch Process Diagram

This project has followed all the above criteria’s and following things are taken

into consideration for the preparation report :

Research Design Research Design

A research design is purely and simply the focus of the study in on studying the

banner advertising is conclusive in nature that guides to the collection and

analysis of data. The descriptive research design has been used in this project,

because consumer’s feedback was necessary for obtaining the data.

Data sourcesData sources

Primary data was collected by the questionnaire based marked survey.

Secondary data was obtained from journals, magazines newspapers, books and

the internet.

Problem Definition

Discovery & Definition

Research Design

Conclusion and Report

Sampling

Data processing and Analysis

Data Gathering

Research InstrumentResearch Instrument

For doing the survey research, structured questionnaire with both open ended

and close ended questions were used.

Mode of SurveyMode of Survey

The mode of survey was personal interview with the respondents during the

filling up of the questionnaire.

SamplingSampling

The sampling used for this study was probability sampling. Since the study is

only meant for certain specific categories within the total population, a stratified

random sample was used. Three groups of categories have been taken into

account viz. students professionals and general public.

Sample SizeSample Size

A sample size of 150 respondents is used for the study.

Sample Unit Sample Unit

This study was basically an opinion survey of the male of female in category of

students, professionals and section A, B, & C people.

Place of studyPlace of study

The study and survey is done in national capital region only.

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 have taken secondary data in consideration while undertaking my study

PRODUCTS

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 HLL 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 HLL

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 HLL.

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 HLL.

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 HLL 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 HLL

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 HLL

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.

Procter Procter & &

GambleGamble

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 HLL, P&G,COMPARISON OF MARKET SHARE OF HLL, P&G,

GODREJ, NIRMA, AND J&JGODREJ, NIRMA, AND J&J

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

products was greater than other companies, which shows that the

acceptance of HLL products are more by consumer.

The percentage of market shares are as follow:-

The market share of HLL 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 HLL 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 HLL 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. HLL 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. 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. The individual rates their present soap by the following qualities-

I Packaging of soap 15%

II Company name 20%

III Price of the soap 30%

IV All of the above 35%

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%

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. HLL 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. HLL SOAPS 30%

II. P&G 15%

III JOHNSON & JOHNSON 20%

IV NIRMA 30%

V OTHERS 5%

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

I. Pears 30%

II. Dove 55%

III Camey 10%

IV Doy 5%

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 HLLAdvertisement Expenditure of HLL

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

perception that HLL 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 HLL 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

HLL 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 HLL is much lesser than P&G

and other companies.

The sales and promotional activities of HLL is very effective than other

competitive companies. The HLL 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 HLL 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.

QUESTIONNAIREQUESTIONNAIRE

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?

HLL P&G Godrej Nirma J&J

2) What do you understand by the term “brand” 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 important

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

i) Packaging of soap

ii) Company name

iii) Price of the soap

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

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

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

i) HLL 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

BIBLIOGRAPHYBIBLIOGRAPHY

1. www.hll.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

8. Research Methodology, C.R. Kothari

9. Marketing Research, Harper W. Boyd

10. Marketing Management, Philip Kotler