group 2b-final project(cinthol soaps)

CintholSoapsAConsumerBehaviorResearchStudy

SanjeevVarshney

Professor(MarketingArea),XLRI

SUBMITTEDBY:

GROUP2

ABHISHEK(B09063)||AKSHAY(B09067)||ANKIT(B09086)||KUNAL(B09087)||VARUN(B09115)

[Typetheabstractofthedocumenthere.Theabstractistypicallyashortsummaryofthecontentsofthedocument.]

GROUP2B CINTHOLSOAPS

GodrejConsumerProductsLimited

AnIntroduction

Established in 1897, the Godrej group has grown in India from the days of the

charkha tonightsat thecall centres.The founder,ArdeshirGodrej, lawyer‐turned‐

locksmith,wasapersistentinventorandastrongvisionarywhocouldseethespark

inthefuture.Hisinventions,manufacturedbyhisbrotherPirojshaGodrej,werethe

foundation of today’s Godrej empire. One of India’s most trusted brands; Godrej

enjoysthepatronageandtrustofover400millionIndianseverysingleday.

With7majorcompanies,withinterestsinrealestate,FMCG,industrialengineering,

appliances,furniture,securityandagricare–tonameafew–theirturnovercrosses

2.5 billion dollars. Godrej has become such an integral part of India – like the

bhangaraorthekurta–thatwemaybesurprisedtoknowthat20%oftheirbusiness

is doneoverseas. Theyhavepresence inmore than60 countries ensures that the

customersareathomewithGodrejnomatterwheretheygo.Withbrandsonecan

believein,serviceexcellenceonecancountonandthepromiseofbrighterlivingfor

everycustomer,GodrejknowswhatmakesIndiaticktoday.

GodrejConsumerProducts(GCPL) isa leaderamongIndia'sFastMovingConsumer

Goods companies, with Personal and Home Care Products. The brands include

Cinthol, No. 1, Expert and Ezee, among others, are household names across the

country. Branch Offices in Mumbai, Delhi, Kolkata and Chennai ensure pan‐India

coverage,while factories locatedatMalanpur (MadhyaPradesh), Thana (Himachal


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

diverserequirementsoftheproductportfolio.WiththeacquisitionofKeylineBrands

in the United Kingdom, Rapidol and Kinky Group, South Africa and Godrej Global

Mideast FZE, a 100% subsidiary of Godrej International, GCPL now owns

international brands and trademarks in Europe, Australia, Canada, Africa and the

MiddleEast.

Theyhaverecentlyacquired49%stakeinGodrejSaraleeLimited.GSLListhemarket

leaderinhouseholdinsecticides,aircareandhaircreaminIndiawithpopularbrands

likeGoodKnight,JET,HIT,AmbiPur,BrylcreemandKiwi.

TheBrandCinthol

Cintholsoaps

Product:ThebrandCintholisa60yearoldbrandandisoneoftheflagshipbrandsof

GCPL.

VariantsinCintholsoapcategory:

a) Cinthol Deo Soaps: Cinthol Deo Soap was launched in 2004 offering the

increasigly relevant benefit of protection frombodyodour alongwith great

fragrance.Fewofthefunctionalattributesincluded:

ActiveDeoFormula‐Tocontrolbodyodour

UltraScentTechnology‐Forlonglastingfragrance

Revitalizingfreshness24X7


b) CintholFresh:CintholFreshwaslaunchedin1989asalimefreshsoapwhich

delivered amazing freshness to consumers. It was an instant success in the

market and continues to enjoy a stong consumere liking across the county.

CintholFeshnowhastwovariants:FreshLimeandFreshAqua

CintholFreshLime:CintholFreshLimeisbuildwiththesignatureCinthollime

fragrance wwhcih is designed to offer an amazing sensorial experience to

keepyoufreshthroughthedat.Formulatedwithextractofreal limeCinthol

Fresh Limeprovides deap cleansing alongwith active freshness and vitality.

Thismakes for an invigorating bath that gets you rady for the day. Its is a

grade1soapwith76%TFM.

Cinthol Fresh Aqua: Cintol Fresh aqua is the country’s first two in one

freshness cum hydration soap. It was launced in March 2009 and has

tremedous response from the consumers. It has unique aquaminerals that

spread your body and ensure that your skin doesn’t look dehydrated. The

uniiue aqua scent technology gives you long lasting fragrance so that you

remainfreshadyourskinlookshydratedallday.

c) Cinthol Deodrant and Comlexion Soap: This was the original product of

Cinthol which was launced in 1954. Its deodrant formula with TCC offers

active skin care while its Ultra‐scent technology provides long lasting

fragrance.TheSoap’sspecialcompletecomplexioncare ingredienthasbeen

recommnded by specialists for fresh looking skin. It is commonly known as


Oldcintholinthemarket,verypopularinsouthIndia.“Lookfresh,stayfresh.

Getactive”

Positioning

Cinthol soap has traditionally been positioned as a soap for the alphamale.With

brand ambassadors like Imran Khan and Vinod Khanna in the past, it has been

relaunchedwiththesamepositioningwithHrithikRoshanasthebrandambassador.

Promotion

Cinthol’srecentcampaignwithHrithikcapturestheattitudeofthesporty,energetic

Indianwhoenjoys an active lifestyle. The communication features a series of high

energy sport like kayaking, free running, bungee jumping, mountain climbing,

mountain biking etc. Each one illustrates the brand communication of an

adventurous don’t stop attitude. . They also represent the aspirational ethos of

India’supwardlymobilebuyerswhoincreasinglywanttoleadatwentyfourbyseven

lifethathasnon‐stopactionwrittenalloverit.

Currentstandinthemarket

Cintholcurrentyenjoysa2.6%marketshareintheentiresoapsegmentandwithout

much promotional efforts as compared to its competitors, it has been able to

becomesuchabigbrandinIndia.

Cinthol satisfies a user base of 80 lac consumers (Source: IRS 2009). Today nearly

after60yearsoflaunch,CintholisaRs.249Cr.brand.


A)Relationshipbetweenselfconceptandbrandimageinfluence

Reinforcesselfconcept

According to theabovemodel it is essential that themarketers should createand

developbrandimagesthatareinsyncwiththeselfconceptofthetargetmarket.A

propersynchronisationofthetworesultsinconsumertobehaveinsuchawaythat

he seeks tobuyproducts that either improveormaintainhis self concept. Such a

purchaseresultsinsatisfactionwhichinturnreinforcesthedesiredselfconcept.

InthecaseofCinthol,ourresultshaveshownthefollowing:

Theconsumerselfconceptidentifiedare:

• Youthful

• Indulgent

• Emotional

• Rugged

• Contemporary

Thebrandconceptorimageattributesare:

Productbrandimage

Consumerself

concept

Relationship

betweenselfconceptandbrandimage

Behaviour

Satisfaction


• Freshness

• Fragrance

• Cool

• Soothing

• Masculine

• Energy.

TheconsumerwhilepurchasingCintholtriestomatchhisselfconceptwiththatof

thebrand.E.ghere,youthfulrelatestoenergyandfreshness, indulgencerelatesto

fragrance, emotional relates to soothing, rugged relates to masculine and

contemporaryrelatestocool.Iftheconsumeridentifieshimselfintheaboveway,he

ideallybuysCintholwhichfurtherreinforceshisselfconcept.

B)Categoriesofdecisionalternatives:

Allpotentialalternatives

Awarenessset

Unawarenessset

Evokedset Inertset Ineptset

Specificalternativepurchased

Alternativesconsideredbutnotpurchased


Awarenessset istheentiregamutofbrandnamestherespondentisawareofand

wouldbeevaluatingforanypurchasedecision.

Evokedsetarethebrandnamesoutoftheawarenesssetthattherespondentwill

evaluateforthesolutionofaparticularproblem.

Inert set consists of brands that consumers were aware of but were basically

indifferenttoward.

Ineptsetconsistsofbrandsthatwereactivelydislikedoravoidedbythecustomer.

Themodelessentiallyhelpsmarketers tounderstandthedegreeofbrandrecallof

thetargetcustomers.

Inthiscase,variousrespondentswereaskedregardingtheirawareness,evoke,inert

and inept set. Based on their replies, we deduced if the respondents exhibited

unaided recall or not. E.g if their awareness set consisted of Cinthol, then the

respondentsexhibitedunaidedrecall.Thosewhocouldn’trecallwereshownacue

toaidtheirrecall.

C)Brandpersonalitydimensions

Sincerity Excitement Competence Sophistication Ruggedness

DowntoearthHonestWholesomeCheerful

DaringSpiritedImaginativeUp‐to‐date

ReliableSuccessfulIntelligent

UpperclassCharming

OutdoorsyTough

Brandpersonality


Dimensions of brand personality concept can be used to identify the brand

ambassadorfortheproductCinthol.ThepersonalityofCintholcanbeidentifiedas‘

Excited’ and ‘ Rugged’ . Based on the brand personality identified, we can try to

identifyacelebritypersonalitythatmatches.

Possiblebrandambassadorstonameafewcanbe:

1) JohnAbraham

2) MSDhoni

3) AkshayKumar

D)Informationprocessingforconsumerdecisionmaking.

TheconsumerdecisionmakingincaseofCintholtakesplaceasfollows:

1)Exposure

Exposure incasehappenseitherselectivelyorvoluntarily.Theavenueforselective

exposurearemanyasGodrej’srecentcampaignforCintholranfor18monthsbefore

Exposure

Attention

Interpretation

Memory

Purchaseandconsumptiondecision


discontinuingwithHrithikRoshan.BesidesCintholadvertisesinprintmedia,outof

homemedialikebillboards,trainandbussidesetc.

Voluntary exposure happens since Godrej has created an extremely interactive

websiteforCintholcustomers.Gamesanddownloadsarefewoftheenticingfeature

thatmightcreateavoluntarilyexposure.

2)Attention

SomeofthestimulusfactorsusedbyCintholare:

a) Intensity: 18 month long campaign spanning across most of the Indian

televisionchannels.

b) Attractivevisuals: Theadvertisementshavealwaysshownattractivevisuals

likemountains,sea,beaches,sceneryetc.

c) Colour: Bright colours like yellow, green and dark blue have been use din

advertisements

3)Interpretation

Thecommunicationessentiallytriggersaffective(Emotional/Feeling)interpretation

amongst target customers. The emotional responses typically are upbeatness,

excitementandafeelingofhigh.

Methodology

Step1:WecollectedinformationfromtheBrandManager,astohowthecompany

positionsCinthol.TheBrandManagertoldusthatCinthol ispositionedon5major

attributes.


a) Confidence

b) Freshness

c) Energetic

d) Vibrant

e) Readytogo

WealsogotthefollowinginformationaboutCintholfromtheBrandManager

a)Profileoftheconsumers:

• SECA,B&C

• BothMales&Females

• Agegroup:25‐45

Problem: Though the BrandManager told us that they target both themales and

females, we felt that Cinthol is actually perceived as amasculine brand.We also

checkedthevariousadvertisementsofCinthol,anditwasreconfirmedthatCintholis

notabletotargetthefemales,anditisperceivedasamasculinebrand.

b)Repeatpurchase:Similartothecategory.TheBrandManagertoldusthatonan

average 11 soap brands are used in a household. So, there is no loyalty on a

household level.But ifwe comedown toan individual level, thenwe find loyalty.

Repeatpurchase%forcintholsoapbrandsisgivenbelow:

OldCinthol:65%

NormalCinthol,Limefresh&Deosoap:35%

c)LogicbehindthelaunchofCintholDeoSoaps.


TheBrandManagertoldusthatthepenetrationofDeodrants in India isonly10%,

andtherearealotofconsumerswhoarenotpreparedtousedeodrantsbutwant

the benefits of it. Thus Cinthol Deo soapwas launched to target consumers who

sweatalot,areinvolvedinfieldwork(salesjob)etc.

d)Wealsoenquiredaboutthedecisionmakingprocessofbuyingasoap.

TheBrandManager told us that normally in a household, thehousewife buys the

soapinalistpurchase.Nowinitiallyallthemembersofthefamilyuseasinglesoap,

but as a son/daughter grows up, they are influenced by external influence of the

marketer(advertisements),andwantseparatesoapsforthem.

e)Purchase/Productinvolvement

PurchaseInvolvement:Low

ProductInvolvement:LowtoMedium

f)PositioningofCintholSoaps:

OldCinthol:SkinProtection

NormalCinthol, Lime fresh&Deo soaps: Freshness, confidence, vibrant, energetic

and ready to go. Here, Freshness and Confidence are the two most important

attributes.

g)ProblemsifanywithCintholsoaps

The Brand Manager told us that there is no problem with the brand, and it has

actuallygrownverywell.Cintholhasgainedmarketsharefrom2.2%to2.6%inthe

soapscategory,andthis isaphenomenalgrowthconsidering.4%growthina8000

crore category. Though someof theproblems,whichwe could identify,were that


Cintholhasaveryregionalfocus(SouthIndia),andtheBrandManagerhimselftold

thatthereareplanstomoveoutof theregional focus.Healsotoldthattherehas

beenarecenttrendtowardshealthsoaps.

h)MeasurementtoolsforConsumerperception:

ThemanagementusesBrand Imagery Statement.Here they ask the consumers to

ratetheBrandonthekeyattributestheyhavepositionedit.

Step2:Weselected36respondentsforConsumerresearch.Therespondentswere

amongthetargetgroupas indicatedbythebrandmanager.Thismeansthatallof

themwere from the Socio‐Economic ClassA andB and from the age groupof 25

years to 45 years. Itwas seen thatwe selected consumers frommale and female

groupsbecauseCintholcaterstoboththesexes.

The respondentswere asked to provide information about their age and sex. The

respondentswerestudentsinXLRI,andthusmostlytherespondentsareSECA.

Therespondentswereaskedtolistallthesoapbrands,whichcametotheirmind.25

respondentshadCintholinthetopofmindrecall.Now11respondentsdidn’tname

Cintholinthelistofsoapbrands.ThusweusedAidedrecallforthe11respondents.

Aidedrecall:Aresearchtechniquethatusespromptingquestionsormaterialstoaid

arespondent'smemoryoftheoriginalexposuresituation.

Someofthefollowingquestionsandmaterialswereusedforaidedrecall:

• Please remember the last timeyouwent toa shop forbuying shops.Think

aboutthebrandsyousawontheshelf.

• RememberthelastadvertisementsofsoapsyousawonTV


• We showed pictures of shower and lemon, and then asked them to again

thinkofsoapbrands.

• WeshowedpicturesofHrithikRoshan, andasked consumers to remember

thebrandsheendorses.

Step3:The36respondentswereshownanimageofCintholsoapswhichdidn’thave

thebrandambassadoralongwithit.

Someoftheimagesusedforthesameare:


Now the imagewas removed after 30 seconds of viewing. The respondentswere

askedtowriteastoryaroundtheimage.

Step4:Contentanalysis:

Oneresearcherwentthroughthestoriesandidentifiedthekeyselfconceptsofthe

respondent.Since thestimulusadministeredontherespondentwereCintholprint

ads,thebrandimageofCintholalsocameupfromthestories.

It is important tobenoted that Cinthol’s brand image couldhavebeenmeasured

through methods like questionnaires as well. But that could have made the

consumerconscious.Narrativesareanexcellentwayofreachingthesubconsciousof

therespondent.

Thesameprocesswas followedbyanother researcher,who identified thekeyself

conceptsandbrandimageattributes.

Thiswasdonetoensureinter‐raterreliability.

The key self concepts and the brand image characteristics deduced by the two

researcherswere tallied.Common termswere taken into account. The restof the

termswerediscusseduponandconsensusreached.

Step5:Nowthemajorattributesforself‐conceptandproductimagewereidentified

across stories. For this,we foundout the frequencyof recurring self conceptsand

brand image attributes. The following self concepts were the most recurring.

(Numbersinbracketsindicatethefrequencyoutof36respondents.


Self‐concept: Youthful (16), Indulgent (11), Emotional (11), Rugged (11) and

Contemporary(11)

The following brand image characteristics were the most recurring. (Numbers in

bracketsindicatethefrequencyoutof36respondents.

Product image: Freshness (30), Cool (19), Fragrance (15), Masculine (14), Energy

(14),Soothing(13)

Therewere4suchrespondentswhodidn’thaveanyoftheabove5selfconcepts,so

weremovedthemfromfurtheranalysis.Thiswasdonetogoaheadwithonlythose

respondentswho had at least one self concept present out of themost common

ones. Analysing the consumer behaviour of such consumers will cater to a larger

segmentofpeople.

Theremaining32respondentswereaskedtorateCintholonPurchaseinvolvement

(1‐3).

Inthenextstep,wewentbacktotherespondentsandaskedthemtorateCinthol

brandoneachofthesixmostcommonbrandimageattributesonascaleof1to10.

DataAnalysis

Eachof the self conceptswasmeasuredacrossall theproduct imageattributes. It

meansaverageoftheratingforabrandimagecharacteristicAforeverysuchperson

who had a self concept Xwas identified to get a relationship A‐X and so on.We

wouldthusget5X6=30suchrelationships.Standarddeviationswerealsocalculated

tocheckthevariabilityamongtheratings.


Theaverageandstandarddeviationsofeachofthecombinationsofselfconcept–

productattributeswascalculated.

Freshness Fragrance Cool Soothing Masculine Energetic

Youthful

Average 8.31 7.13 7.44 7.06 6.81 6.88

S.D. 0.71 0.96 0.80 0.86 0.89 0.98

Indulgent

Average 8.18 7.00 7.45 7.64 7.00 7.27

S.D. 1.02 0.99 0.63 0.51 0.79 0.50

Emotional

Average 7.91 7.18 7.09 7.55 6.82 6.64

S.D. 0.56 0.43 0.87 0.45 1.37 1.10

Rugged

Average 8.27 7.09 7.36 7.36 7.09 7.36

S.D. 0.42 0.83 0.65 0.85 1.14 1.12

Contemprory

Average 8.18 6.91 7.45 7.27 7.27 7.09

S.D. 0.69 0.60 0.50 0.50 1.04 0.60


Involvement:The folowingtablesummarizeshowpeoplewithdifferent involvement

levelsratedonthefiveproductimageattributes.

Freshness Fragrance Cool Soothing Masculine Energy

Involvement(2) 7.55 6.56 7.11 6.78 7.56 6.33

Involvement(3) 7.56 6.64 7.08 6.76 6.32 6.56

Inferences

Peoplewith a youthful self concept rated very lowon thebrand concept’s

energyattibute.

o ThisreflectsthattheydonotperceiveCintholasanenergeticbrand.

Thisgoesagainstwhatthebrandmanager istryingtopotraycinthol

asinthemindofitsconsumers

o The youthful self concept also scores higher on freshness which is

coherent with the brand manager’s positioning objective. The

consumerwantstopurchasesuchproductswhichenhancetheirself

concept,inthiscasefreshnessenhanceswhileenergyreducesit

Theindulgenceselfconceptscoreswellontheparallelbrandselfconceptof

fragrance.Italsogoeswellwiththebrandmanager’sconfidenceandvibrant

positioning

Theemotionalselfconceptscoreswellontheparallelbrandselfconceptof

soothing.This is a new attribute which the company can look to position


cinthol upon. This will lead to a better amatch between the individual slf

conceptandthebrandselfconcepttherbycreatingmoreloyalconsumers

The rugged self concept scores well on the parallel brand self concept of

masculinity.Thisisaproblemareaforthecompanywhichistryingtoposition

cinthol as a unisex brand. Now since the consumers perceive cinthol as a

masculinebrandthecompanyisloosingoutonthefemaletargetsegment

Thecontemporaryselfconceptscoreswellontheparallelbrandselfconcept

of cool.It also goeswellwith thebrandmanager’s ready to go and vibrant

positioning

Highinvolvementconsumersdon’tperceivecintholasamasculinebrand.

Energyscoresarelow.Thusareadytogo,vibrantandenergeticimageisnot

reachingtheconsumers

FreshnessandCoolaregood

FragranceandSoothingisalsoslightlytowardsthelowerside

Notmuchdifferencebetweenmediumandhigh involvement scoresexcept

formasculine

Recommendations

a. Advertisements anspromotion shouldbe focusedon such attributeswhich

havescored lessonthe individualselfconcept–brandselfconceptmatrix.

Theseareenergy,vibrantandreadytogo.


b. Freshnessandconfidenceattributesarewellperceivedbytheconsumersbut

toacertainextenttheyareoverpoweringtheotherattributes.

c. Somenewattributeshavecomeoutfromourresearch;emotional–soothing

relation in the individual self concept – brand self concept matrix. The

companyshouldpositioncintholonthesenewattributesaswell

d. The brand cinthol, over the years has been endorsed bymasculine brand

ambassadorslikeVinodKhanna,HrithikRoshanetc.Theyneedtolookatthe

‘emotional’self concept to appeal to the female target segment e.g. using

brandambassadorslikeJohnAbrahamwhocanappealtobothsexes


APPENDIX

A.ConsumerStories

EvolutionofCinthol over the years, howhas it changed theportfolio,Soaps anddeos.

Remindedofhrithikroshan,howsportyhelooks.Hadadownmarketimagebuthrithikroshanhasimprovedtheimageinhismind,takingittaazgitoadudekindofimage.IamnotaCintholusersothisisIwhatIrememberofCinthol.

EvolutionofCinthol.Rightfromoldbrandstonewbrand.Increasingincostfromleftto

right.Freshness,feelliketakingabath.

Cintholproductsareassociatedwithfreshnessandunboundjoy.Theirvividcolors,theirawesome fragrance and the variety makes one feel like jumping into the pool offreshness.

Iwokeuponemorning,asusualIdintwanttohaveabathbutmymotherforcedme.I

somehowfeltletsenjoy,Iwassingingasonganddancing,IfoundaCintholkeptinthebathroom.Iusedthebartoplaywithitagainsttheshower.Inthemeantimetheschoolbus had come. After the fourth period I went to the loo, when I went to the loo , I

realizedthatIwasstillwearingatowel.Icanneverforgetthatday.

TherearethesemountainsinhillyareasandIhavegonethereonavacation,thenIgoona trekandreturnall tiredandperspiring. I freshenupby takinganiceshowerandusingCinthollimefresh.

Ihadtakentoomuchalcoholonenightinanofficepart.ThenextdayIwokeupwitha

badhangover,ItriedDisprinbutitdidn’thelpmuch.IncidentallythatdaywhenIwentto buy regular grocery items, I saw Cinthol 3+1 pack on the shelf. I thought it to beconvenientoption.IboughtitandwhenIcamebackhomeItriedit,becauseIthought

that lemon freshness might help to alleviate my hangover and it did help to someextent.

ThisremindsmeofmychildhooddayswhenweusedtowatchCintholad.Icanthinkofthisasfreshasnimbupani, itcanservedtoguestsinsteadofthebeverageasaoption

forfreshness.

I partied thewhole night andwas having vodka shots, had some15 20 shots got toohigh,was smudged inmud, got up at 10, then thought I should take a bath. I have aCintholinmybathroom;thesmellofCintholisstrongandwouldtakecareofthesmell

comingoutoffrommybodyandrefreshmentmeup.ThenItakemybath.

Irelatethistofrshness.UfindrealnimbuinasoapandufindartificialflavourindrinksontheotherhandwhichI findweird. IuseCinthol Isee iteverymorning. ItsactuallyapartofeverydayroutineIwakeupanduseCintholthenuarereadyfortheday.


Nimbu reminds me of vodka I had vodka with lemon on wetnites and then in themorningIuselemonasacureofmyhangover.

The other day i was taking a bath with a cinthol soap. Guess what happened; I was

remindedofaPreityZinta 'liril' advertisement.Toobad forCintholguys.Well, gettingback to thepoint; I starteddancing in the stupid slipperybathroom.Well, here is theclimax;Ifelldownandhurtmyeye.Toobadforliril&cintholguys:I'mnevergonnabuy

eitherofthe2soaps..everagain!!!

Iwas taken to the doctor, I got 4 stitches overmy eyebrows. The doctor asked for areason.Restassured,heisnevergonnalethisfamilybuyanyofthosesoaps.Mostofall,at some point of time or the other, all of us decide never to fall for any marketing

gimmickseveragain!

xlri:Mornign9amLECTUREStudentssleepy...lethargic...sluggish...Chintuhasjustgota2hoursleep.

Profisasusualanenthusiasticsaddist.Asksquestionstoclass.

vryslugishparticipation....spiritsflagged

CHintudsntgetmarksforclassparticiaptn.

Nextdaybatheswithcintholandandappliescintholdeoallover.

Freshnessarousshismemory.NotonlyCPbutlotofpraiseforbeingabritestudent.

The lemony freshsmellofCintholalways remindsmeof itsadvertisement,oneof themostwonderfuladvertisements.Thewaytheadisshot,thebeautifulsongandthebestofthemodel(chosenwithatmostcare).TheadhaddonewondersforCintholandalso

foruskids.Weusedtowaitforthisadanddancetothetuneofit.SomefragrancesarehardtoforgetandCintholhasoneofthem.Duringsummersthisadtemptsmetogetdrenchedinicecoldwater.SomefragranceshavememoriesrelatedtothemandCinthol

hasaveryspecialone.Afragranceforever:)

Mybossused to get very annoyedwithme. Iwasnot able toworkproperly, used to

returnexhaustedandtired.OnedayIusedcintholandwenttomyoffice.Ifeltexcitedandfreshthewholeday.Bossgothappyandgotpromoted.

Once upon a time therewas a little boy called Golu.. One sunny afternoonwhen hecameback fromschoolhismomgavehis lemonade tobeat theheat. hehad it but itdidn'tservethepurpose.The fatiguecausedbythesun&heatrefusedtosubside.he

satclosetotheairconditionerbuteventhatdidnothelp.Hismomthensuggestedthathe take bath with the Lemon Fresh Cinthol as lemon is traditionally thought assomethingthathelpsbeattheheatandfreshensupaperson.Goluhadanicelongbath

andhisfatiguevanishedandhewasfreshasaDaisyagain.


Mr.VirencomeshometiredandexhaustedonaSaturdayeveningfromhisoffice.Wifewantstogotothediscotheque.Hedeclines.Shegetsangry.Topacifyher,hegoesinto

thebathroomtakingtheNewCintholsoap.Comesoutallhappynfresh.Getsreadytogotothedisco.WifeHappy,HusbandHappy..TimetoParty!!

IwasdrivingthroughadesertinSahara.Thetempwas50Candmyheadwasbursting.Ineededwaterbadly.Thatiswhenisawabarofcintholinthebackofmycar.Itookitout and immediately iwas teleported into a dreamworld full of trees, and rrivers. It

strted raining likecrazyand tempdroppeddownto25C. I felt fresh . Iwalked furtheruntilisawawaterfall.Idecidedtostandunderitandassoonasididiwasjoltedupintorealitybymymotherwhojustdunkedmeinbedwithabucketfulofwater.

Babluwasfeelinawful.Hisbodystinkedlikearaccoonwhohadjustwaddledinagutter.Bablus gfwanted to go foramovie. Babluwas too tired.Gf gave bablu cinthol. Bablu

took bathwith cinthol. Felt extremely fresh and cheerful. Took gf out for themovie.Wanted towatchDevdasbutbymistake landed ina theatrewhich showedaBgrademoviecalled:PyaasiAurataurBuddhaDevdas

letmetellyouthestoryofSanta.Santawasbrilliantatsports.ButSantasufferedfrombodyodor.henceinspiteofbeingindemandonthefield,couldmakenogreatprogress

"socially".Santaaskedhisgoodfriendbantaforhelp.Banta recommendedcinthol soapand talcumpowder. Santa tried it and found that it

was the ideal solution tohisproblem.No longerdidhe suffer frombodyodorbuthealsorealizedthatcintholhelpedhimtofeelfresh24X7.NOWSantaisdemandbothONandOFFthefield.

Salmanwasa lethargicboy.Hewas so lethargic that it strtedaffectinghis studies.Hebarelymanagedtopass.HeonedaydecidedtouseCinthol.Cintholkepthimfreshthe

wholeday. So fresh ththi concentration increased , hebecamepopular amongst girlsandheevn topped the college. SalmanwasveryhappywithwhtCInthol gavehimanddecidedtousecintholfortherestofhislife.

It is08:55:00inthemorningandMr.MuddleHeadislateforofficeandoutofbathingsoap.Withinthenext10minutes,heneedstopurchasehissoapgetdressedandleave

for the office.He reaches the local general store at 08:57:34 to look for his favouriteCINTHOL LIME FRESH. By the time he realises that it is out of stock it is 08:58:54.08:58:55hedecideshewillnotcompromiseonhisfavouritebrand.Hereachesthenext

storeandat09:00:12,hiseyes lightup,hehad found it!Hemakesadashback tohisplace.At09:02:44heislaughingbelowtheshowerafterherealizeshehasforgottentouncoverthesoap.DrenchedallalonginthefreshnessofmynewbeautysoapIwasbaskinginthegloryof

my new found confidence, waiting for her. Days, in fact months had passed but myefforts weren't bearing any fruit. I had tried all kinds of idiosyncrasies and paranoidstuffsbutstillcouldn'tmakeherrealizehowdeeplyIwasinlove.Andthenithappened,


sheappearedoutofnowherestretchingherhandsouttome,sayingallthosewordsmyearsalwayswantedtolisten.ThesupersoapbrandfromGodrejhadweaveditsmazic.

For the first time in the history of mannish beauty soaps, a Rambo had arrived whocouldwoo any princess by its sheer aroma, the undefined yet dignified supremacy. Itwastimeforachange,itwastimeforarevolution.MyBestfriendCINTHOLhadarrived

ontheworldstagetostampitsauthority,thattoowithaBANG!!TodayIhaveachance.Bloody,IhavescannedeverybathroomofXLsinceIwasre‐launchedinanewavatar.Idon’tknowhowthisshabbyguymanagedtostayunnoticed.

Nevermind.Now,Iamgonnaprovetothesenumbpeoplewhatittakestoshipshapeacustomerlikehim.Hellyeah!Ishallemergetriumphant.Amen.

Thepictureremindsmeofmychildhooddays...wencintholsoapused2bpackedlykdisbutheredsoapismotherIndia2menowwhoismadedirtybycorruptionndnumerousscams..whoistakingbathinashowerconnecteddirctly2dpollutedgangariver...andin

dmeantymSHeisalsoreducinginsizeasdifferentgroupsareconspiring2divideitintosmallpartslikeinNEstatesndKashmirIamCinthol.IcameintoexistenceinafactoryatsomeGod‐forsakenplaceinthewoodsofSunderbans.Ihadinnumerablelook‐alikebrotherswhowerelyingonmovingbelts,in

theirbirthdaysuits,helpless.WithinminutesIwassentintoamachinewhereIwasallsuited‐upinalimeypaperandstackedinabox.Itwasalongwaitsincetheninthedarkwhenmealongwithanuncountablenumberofmybrothers.WeoftenfoundtheEarth

trembling and bouncing and felt like it was being thrown around. Days passed, andfinallyonefinemorningthecardboardboxopened.Afatlookingmantookmeoutandputme in a showcase. I could see a string of customers visiting the shop for various

products‐someevenforsoaps.Butitseemedlikenoonewasinterestedinme.Once,amandidpointtowardsme,buttheshopkeeperpickedoneofmybrothersandIwasleftlanguishing.Finally,ayounggirlof18choseme.IwashappysinceIwasabouttoentera

newworldanddowhatIwasdestinedtodo.Fell likebathingevenwhenudonthaveto..cinthol limeprovidesuthefreshnessandaroma thatmakes u feel fresh everytime as if u are just belowa shower,,,, enjoy the

aroma.frangrance..andexcitimentofcintholfresh..stayfreshandcoolwithcintholfresheverysecond.....:)Cintholinducesfreshnessintheuser.Effectcanbefeltevenwhenpackaged.It’spowerkeepsyoucool,confident,andindemand.However,it’sgettingbeatenbycompetitors

inthemarketthesedayssymbolizedbytheunopenedsoappack.Soprobablyabannedadvertisementbyarivalcompany.

B.RespondentSheet

group 2b-final project(cinthol soaps)

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