A Study On Market Share of Indian Detergent Giant Surf Excel and Suggesting Measures To Regain Lost Market Share

Project Report
On A Study on Market Share of Indian Detergent giant Surf Excel and Suggesting measures to regain lost market share
In The Partial Fulfillment of final project

Of
Master in Business Administration (MBA)

By
Rahul Donge Roll No: 118918 SOM, NITW Under the guidance of
Dr. Francis Sudhakar

Assistant Professor School of Management National Institute of Technology Warangal
National Institute of Technology, Warangal-506004
ACKNOWLEDGEMENTS
I wish to acknowledge my sincere gratitude to all persons who whole-heartedly contributed their sincere support that helped me for the successful completion of my project work. I take much pleasure to express my deep sense of gratitude and thankfulness to the School Of Management, National Institute of Technology Warangal. My deepest thanks to Dr. Francis Sudhakar, the Guide of the project for guiding and correcting various documents of mine with attention and care. He has taken pain to go through the project and make necessary correction as and when needed. I express my thanks to our Head of the department Dr.M.R.REDDY for extending his support. I also extend my heartfelt thanks to my family and well wishers.
CONTENT
CONTENT ...................................................................................................................................... 2 EXECUTIVE SUMMARY ............................................................................................................. 5 STAGES 0, 1 and 2 ......................................................................................................................... 6 BACKGROUND ......................................................................................................................... 6 PROBLEM DEFINITION .......................................................................................................... 7 APPROACH TO THE PROBLEM............................................................................................. 7 ANALYTICAL MODELS .......................................................................................................... 7 RESEARCH MATRIX ............................................................................................................... 9 RESEARCH DESIGN ................................................................................................................ 9 CONSUMER AND DEALER STUDY .................................................................................. 9 DATA ANALYSIS PLAN........................................................................................................ 10 STAGE 3 ....................................................................................................................................... 12 STEP 1: CLUSTERING VARIOUS ATTRIBUTES ........................................................... 12 STEP 2: ADDITIONAL INFORMATION NEEDED .......................................................... 14 STRUCTURED QUESTIONNAIRES ..................................................................................... 14 STAGE 4 ....................................................................................................................................... 15 OBJECTIVES ........................................................................................................................... 15 STRUCTURE OF THE QUESTIONNAIRES ......................................................................... 15 PRETESTING ........................................................................................................................... 19 ADMINISTERING THE QUESTIONNAIRE ......................................................................... 20 DATA ANALYSIS PLAN............................................................................................................ 23 Categorization of Consumers .................................................................................................... 23 Demand Potential of Surf .......................................................................................................... 24 Key product concepts and segmentation ................................................................................... 25 STAGE 5 - DATA ANALYSIS AND CONCLUSIONS ............................................................. 26 Demographic and psychographic segmentation ........................................................................ 28 Clustering based segmentation analysis .................................................................................... 32 Retailer Questionnaire analysis ................................................................................................. 34 Market share and sales calculations .............................................................................................. 37
RECOMMENDATIONS .............................................................................................................. 38 LEARNINGS FROM THE PROJECT ......................................................................................... 39 APPENDICES ............................................................................................................................... 40 Exhibit I Research Matrix ...................................................................................................... 40 Exhibit II: Market share variation in the 2005-12 period.......................................................... 42 Exhibit III - Depth interview responses ................................................................................... 43 Exhibit IV: Quantitative structured Consumer survey form ..................................................... 58 Exhibit V: Quantitative structured Retail survey form ............................................................. 64 Exhibit VI: Codebook for Consumer Questionnaire ................................................................. 67 Exhibit VII: Codebook for Retailer Questionnaire ................................................................... 72 Exhibit VIII: Kruskel Wallis tests based on demographic data ................................................ 75 Exhibit IX: K-means Cluster Analysis: Wash clothes, Current Bran, Variety of p ............... 80
Exhibit X: K-means Cluster Analysis: Preferred sm, Currently pa, Willing to P, If current ........................................................................................................................................ 84 SOURCES ..................................................................................................................................... 85
Table 1: SWOT analysis of the HUL laundry care division ........................................................... 8 Table 2: Buyer Stimulus-Response model , Source: Kotler, 2000 (KKKJ) .................................... 8 Table 3: Consumer decision making process flow .......................................................................... 9 Table 4: Consumer questionnaire design, purpose and the research category of each question. ........................................................................................................................................ 15 Table 5: Retailer questionnaire design, purpose and research category........................................ 18 Table 6: Kruskal Wallis analysis of attributes with Age ............................................................... 29 Table 7: %age statistics based on age for high relevance factors ................................................. 29 Table 8: Kruskal Wallis analysis of attributes with Gender .......................................................... 30 Table 9: %age distribution based on gender for high relevance factors ....................................... 30 Table 10: Kruskal Wallis analysis of attributes with Geographic location ................................... 30 Table 11:%age distribution on geographic location for high relevance factors ............................ 31 Table 12: K means Cluster based analysis .................................................................................... 32
LIST OF FIGURES Figure 1: diagram based on the responses from the depth interviews.......................................... 13 Figure 2: Respondent breakup via Age groups ............................................................................. 21 Figure 3: Respondents break up - % wise ..................................................................................... 21 Figure 4: Respondent break up by gender ..................................................................................... 22 Figure 5: Respondent breakup by geographic location ................................................................. 22 Figure 6: A consumer buying behavior map ................................................................................. 24 Figure 7: Number of respondents using various detergent brands ................................................ 26 Figure 8: The preference of medium of detergent ......................................................................... 27 Figure 9: Preference of various promotional schemes .................................................................. 27 Figure 10: Perceptual mapping of detergents based on consumer response ................................. 28 Figure 11: No. of shops the brand was being sold (out of 15 responses) ...................................... 34 Figure 12: Percentage distribution of shop space for detergents................................................... 35 Figure 13: Percentage of space allocated to Surf of the total detergents space............................. 35 Figure 14: Value for money on a scale of 1-10 (10 is highest) by retailers .................................. 36 Figure 15: Percentage distribution of different size packets being sold ....................................... 36
EXECUTIVE SUMMARY
This report contains stages II and III of the entire project. The second stage deals with the development of a complete research proposal. This includes the background, problem definition, approach to the problem, analytical models to understand the current situation, the research matrix, the research design and the data analysis plan. From analysis of secondary sources it has been observed that HUL has not been able to capitalize on the strong brand positioning in the laundry care segment and losing market share to national competitors like P&G and other local players. With the help of a research matrix, a research design has been developed where a qualitative depth interview was conducted to understand the consumer preferences and look into the factors that HUL must focus on in order to regain lost market share. With the guidance two structured questionnaires have been developed, one for the consumers and one for the retailers in order to get a holistic view of the current situation and the factors leading to declining market share of HUL detergent line Surf Excel. With the aid of advanced quantitative tools for demographic segmentation analysis, cluster analysis and retailer-consumer comparison, the main conclusions that can be drawn is that Surf has to drop its price, while reducing its product portfolio and promote aggressively the new portfolio by continuing the current theme of advertisements and encourage more retailer benefits.
STAGES 0, 1 and 2
BACKGROUND
Hindustan Unilever Ltd. (HUL) has been the market leader in various segments like detergents, personal wash, laundry and ice-creams. Formerly known as Hindustan Level Ltd., it was formed by the merger of 3 Unilever subsidiaries in 1956. Unilever entered the Indian market as early as 1888 with the export of Sunlight soap. It set up its first Indian subsidiary in 1931. The launch of block-buster products like Lifebuoy, Pears and Vim helped HUL dominated the targeted markets for many decades. In order to grow into other markets such as tea and ice-creams, it bought out successful and promising companies. As of Nov 2012, it has lost its top position in 4 out of 10 categories. One of the key areas where HUL has found it difficult to maintain its market share is the detergents segment. From over 40% market share in 2008, it has been steadily going down, reaching a low of 35% in June 2010. Various strategies like price reduction, brand mergers and promotional schemes have been used to boost up the sales which have led the market share to increase to 37.5% in the third quarter for 2012. In the same period P&Gs market share increased to 16.5% up from 11.6% in the previous quarter. The role of small companies and unorganized players cannot be ignored as they have cumulative share of over 45%. HULs focus has been on customers wallet share rather than volumes. Though the detergent segment has seen a small increase, the volumes have been decreasing. This trend might not been an immediate worry since the current profit margins are high. But with the current trend continuing, margins are bound to shrink. Surf Excel has been the leading detergent brand for HUL since 1959 and the first FMCG detergent. Currently there are 6 variants of this product namely (i) Quick Wash Detergent Powder, (ii) Blue detergent powder, (iii) Detergent Bar, (iv) Gentle wash, (v) Matic Top Load and (vi) Quick Wash Detergent Powder. HUL has tried to cover the entire washing segment by launching these variants. Surf Excel is positioned as Care Line (one stop solution). It is available from 25gm sachets to 2kgs packs with an average profit margin of 5%. A cost plus mark-up policy has been used to price Surf Excel.
PROBLEM DEFINITION
Management Decision Problem How should surf excel recover HULs lost market share in the laundry care market?
Market Research Problem Broad Statement: To determine the impact of changes in the product portfolio, pricing and positioning of Surf Excel on sales, profits and market share at various levels of the changes.
APPROACH TO THE PROBLEM

Surf Excel has been the leading premium laundry care brand in India for many years now. The target segment has been the housewives and young independent people. An attempt to build a one stop solution has been made. Since laundry care is a highly fragmented market, with many small regional players eating into the market share of the large national brands. In order to understand this complex market where certain small changes have led to significant increase in sales while some major innovations have failed to attract much attention, we would focus our interviews such that an understanding as to why Surf Excel has not been able to capitalize on its various strengths and what can HUL do to set things in the right direction. Statistics by Euromonitor (http://www.euromonitor.com) show fractured market and variation over the last eight years. There has been a drop of close to 3% in the Surf market share since 2005 [Exhibit 2]. Other secondary sources also indicate a similar trend.
ANALYTICAL MODELS
Before the research design is formulated, it is essential to understand the manufacturer and customer behavior. We have used the stimulus response model. While price may be one of the major criteria for both buying and brand positioning, there are other factors such as marketing, packaging and promotional offers. A SWOT analysis of HUL laundry care division has been done to identify key pointers to further guide the research design.
STRENGTHS 1. Strong brand image 2. Price quantity and variation 3. Constant innovation 4. Reach of products 5. Stong marketing department
WEAKNESSES 1. High priced products 2. Relatively easily imitable products 3. Extremely large variety in product range causing confusion in buyers.
OPPORTUNITIES 1. Increasing demand for premium products 2. Economies of scale due to growing population 3. Changing lifestyle
THREATS 1. Large number of local players 2. Increase in production and labour costs 3. P&G's growing market share over the last 4 years.
Table 1: SWOT analysis of the HUL laundry care division Source: http://www.scribd.com/doc/9823405/SWOT-Analysis-of-the-Detergent-PowderSurf-Excel
From the S-R model shown in table 2 we can create a flow of questions starting with the 4 Ps of marketing stimuli and other stimuli which help identify their impact on the bu yers characteristics and the decision process of buying, which together comprise of the Buyers black box. Once the black box has been studied, we get a significant insight into the buyers responses in making choice of brand and product, timing of purchase etc. Hence it is important to focus on buyers as well as sellers in order to understand the final outcome of the concept under study. Marketing Stimuli Product Price Place Promotion Other Stimuli Economic Technological Political Cultural Buyers Black box Buyer characteristics Buyer decision process Buyers responses Product choice Brand choice Purchase timing Purchase amount
Table 2: Buyer Stimulus-Response model, Source: Kotler, 2000 (KKKJ)
A further analysis which shows the decision process of the customer is depicted in Table 3. Factors like price, product packaging, advertisements and promotional schemes determine the recall factor of a brand and the likelihood of purchase.
Awareness
Interest
Understanding
Attitude
Purchase
Repeat Purchase
Table 3: Consumer decision making process flow
RESEARCH MATRIX
The research matrix shows a sequential flow of data starting which is built on the management decision problem. The matrix is broken down into the marketing decision problems which are used to develop further marketing questions to elicit the desired information. A detailed Research Matrix is given in Exhibit 1. The Research Design is developed below.
RESEARCH DESIGN
The initial data collected would be using depth interviews (DI). This approach has been adopted to get a holistic view of the opinions of people with diverse background. The following details give more light on the research approach: CONSUMER AND DEALER STUDY Kind of information to be obtained An in-depth interrogation on what are the strengths and drawbacks of the product. Based on the qualitative responses obtained in the first round of interviews, an objective questionnaire is to be developed to give a clear understanding of the current brand perception and its drawbacks and scope for improvement. Method of administering questions The qualitative questionnaire will be conducted personally or via telephone so as to record real time responses and ask pertinent questions based on the responses. The objective (structured) questionnaire will be administered electronically and on paper in the form of survey. Scaling techniques A combination of scaling techniques would be used in order to develop an objective research analysis. These would include comparative scales such as nominal, ordinal and interval scales. Non
comparative scales used would be Likert scale and Semantic Differential scale. Validity and reliability tests would be done based on the results of different scales. Nature of questionnaire The unstructured part would typically run for 30 minutes, where detailed responses are expected and questions are designed to elicit the same. Each question has a typical answer span of around 1 minute. The structured questionnaire contains around 30 questions with the response time expected to be 10 minutes. The retailers will be given a structured survey of 10-15 questions, total response time being less than 10 minutes per survey. Sampling plan and sample size The unstructured questionnaire will be administered to 6 people and the structured questionnaire to 50 people. People with diverse backgrounds, regions and different walks of life would be selected as Surf excel as a brand is trying to be a one stop solution to all washing needs. 10 retailers will be given a separate structured questionnaire.
DATA ANALYSIS PLAN

Unstructured Questionnaire This was taken for the consumers only. The data will be primarily analyzed using language processing. First, a comprehensive list of the key attributes will be filtered from the responses. After generating a list of attributes, key words from the response will be mapped together to form clusters and sub clusters. The entire mapping, known as the Language Processing diagram will be thus generated. This would help us understand the main focus areas that need to be worked on to improve the sales of Surf as well help us in identifying the key aspects of improvement in each of the focus areas, as well as identify the relevant target segment, designing the problem statement more accurately and gain additional insights into the research that is needed. Structured Questionnaire For structured questionnaire, statistical tools like Frequency Distribution, Hypothesis Testing and Cross Tabulation would be used. Frequency distribution will help in finding the number of people and the proportion that are interested in Surf Excel. Hypothesis
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testing would help in identifying whether the values or proportions or percentages found via Frequency Distribution are statistically significant or not. In addition, tests like the Chi-square test, Phi Distribution test, F-Distribution test etc can also be used for Crosstabulation, i.e., knowing the linkage or relationship of one variable with other variables. This may help in establishing the accuracy of our predictions for demand of merchandise.
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STAGE 3
The objectives of this stage are 1) Assess the current brand perception and positioning of Surf Excel 2) Impact of price changes on demand 3) Bring out any attributes that are crucial for the brands success STEP 1: CLUSTERING VARIOUS ATTRIBUTES The detailed in-depth interviews are given in Exhibit 3(a) to 3(f). The purpose of this unstructured qualitative approach was to extract various attributes and group them in obvious clusters to generate product concepts, concepts which must be focused on by HUL in order to regain their lost market share and reach a more commanding position in the laundry care market. Key product attributes have been identified below. 1) Surf excel is a high quality brand 2) Surf excel can improve its image by reducing the price 3) I am loyal to surf excel 4) Surf excel is the image of reliability and fights stains clean well 5) I would like a one stop solution for all my washing needs 6) I am not as willing to switch to another brand even though they may have promotions 7) I would like to hear about my ideal detergent through television 8) The ideal detergent should be fragrant and fresh to smell 9) I wish to take special care of branded and more expensive clothes. 10) I take more care of woolens as compared to summer wear. 11) Ideally I would wash with care and caution using a good detergent. 12) Always, I grew up watching this brand (surf) - it has always been used by my family 13) I guess, it was do with the price - I found Surf pretty expensive 14) Powder is the preferred medium of washing clothes
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15) Gentle on clothes, no color fading, good to skin, work equally well in washing machine 16) I buy detergent in Kirana stores. 17) Promotion from other brands would not affect me since I am quite loyal to surf excel. However I would welcome any promotion by surf excel. 18) I know they have 2 -3 different products - but am not exactly sure what they are 19) Just know about normal surf excel 20) If new features appear on the advertisement, then will try to use it. Identify with the ad promising good stain removal and whitening. Diagram follows from grouping of these product concepts. Three major groups have been identified under the following headings (in particular order) 1) Brand perceptions Though there is a strong local presence in this highly fragmented market, people would prefer buying the more well known brands if priced competitively. 2) Communication Respondents were of the opinion that clear communication of the entire product range must be there so that they are aware of their presence. Communication, say ads must innovative and something that they can relate to. 3) Quality of detergent factors like fragrance, lather and color are important in making the decision.
Surf excel is an ideal detergent , which can improve market share by reducing its price and making its product range more visible I am not as willing to switch to another brand even though they may have promotions Surf excel is the image of reliability and fights stains/ clean well
Surf excel can improve its image by reducing the price
I would like a one stop solution for all my washing needs
I would like to hear about my ideal detergent through television
I am loyal to surf excel
Surf excel is a high quality brand
The ideal detergent should be frangrant and fresh to smell,
Figure 1: diagram based on the responses from the depth interviews.
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STEP 2: ADDITIONAL INFORMATION NEEDED Information from the supplier side is also very essential in understanding the market trends. Information regarding the sales and distribution network, market penetration and the relative presence that Surf gets over other brands in departmental stores and super markets needs to be collected. A structured survey will be used to get information in this regard. Also the demographic perceptions will need to be factored while carrying out the analysis. Nagpur is a city with a population of 2 million, roughly translating to 0.7 million households. There are 919 females to every 1000 males with a cumulative literacy rate of 79.8%.
With the completion and analysis of the diagram, a preliminary structured questionnaire has been developed.
STRUCTURED QUESTIONNAIRES
With the completion of the depth interview and framing of the diagram, we are now in a position to develop a structured quantitative questionnaire. A preliminary attempt has been made to develop a survey for both consumers and retailers so as to identify where all improvements can be made. The consumer survey would be given to people from diverse backgrounds as well as from different parts of India. This would ensure a more objective analysis of the report. The retailer survey would be conducted in Kirana stores across Nagpur so not to limit to the trends of one particular locality. Exhibit IV contains the consumer survey form while Exhibit V contains the retailer survey form. Both are in the preliminary stage and need further refinement.
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STAGE 4
OBJECTIVES
Instrument preparation Pre test Data collection and Sample analysis
STRUCTURE OF THE QUESTIONNAIRES

With the understanding and insights obtained through the qualitative questionnaire and its analysis, we developed a preliminary structured questionnaire. This was done in two stages i. Consumer survey To understand the trends and preferences of people from various backgrounds ii. Retailer survey This was conducted as covering even one store would help us get an aggregated data of a lot of consumers. Our survey was restricted to Nagpur city. It gave us an understanding to how the preferences change with locality and the nature of the store. In the following sub section, we have discussed both the questionnaires in terms of the purpose and the broad categories to which each of these questions fall. Through this approach, we were able to devise a balanced questionnaire which aimed to cover all aspects of consumer behavior. The consumer questionnaire floated consisted of 25 questions. The questionnaire helps address 4 main issues: - Segmentation, Attributes, Brand marketing and Price elasticity. Table 4: Consumer questionnaire design, purpose and the research category of each question. Serial Question No. 1 How do you wash your clothes? General perception of quality is obtained Segmentation Purpose Category
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What is the current brand of detergent you are using?
Identifying the current users
Segmentation Demand Segmentation Demand Competitor analysis Demand Attributes Attributes Demand Demand Attributes Price elasticity Price elasticity
Which detergents have you used in the past?
Identifying market potential
Which product variety of Surf would you like to use?
Nature of the product
What kind of smell would you like in your detergent?
Features of the product
What packet sizes of detergents do you generally use?
Number of SKUs
How much you are currently paying for Kg pack of washing detergent?
Price elasticity and positioning of detergents. Develop pricing strategy. Upper price limit for the best quality detergent. Develop pricing strategy. Aesthetics, presentation and easy of portability and storing of product
How much you are willing to pay for Kg pack of washing detergent?
Which following packaging mediums would you like to have for your most commonly bought quantity of powder?
Attributes
10
In a detergent could you please indicate key features
Understand the key features as perceived by consumers Understanding the market maturity and
Attributes Competitive analysis Segmentation
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Why do you use the current brand?
12
If your brand is not available at the store where you usually make purchases, most probably
Brand loyalty, preference of consumer and product perception
16
what will be your response?
13
What is your most preferred promotional scheme?
Which is the most preferred promotional scheme To understand if any change in ad theme is required or not The best way to reach out to consumers
Brand marketing
14
Which brand has the most influential ads?
Brand marketing
15
Through which medium of promotion you are more likely influenced?
Brand marketing
16
Does your consumption of washing powder vary seasonally?
Nature of powder used
Seasonality
17
How loyal are you to your current brand of detergent?
Direct question on brand loyalty. To check consistency with Q16
Segmentation
18
Please choose the most appropriate option for the basic detergent quality
To understand if a focused product is preferred or a generic one The influence of R&D on buying behavior
Attributes Segmentation Attributes Brand marketing Brand marketing
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Do technological innovations in detergents influence your decision to buy the detergent?
20
If Yes, then which detergent brand to you find to be the most technologically advanced
Quality and performance of brand
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Name
Demographic data on consumer segmentation
Segmentation Segmentation
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Age
23
Occupation
Segmentation
17
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Which part of the country do you originally belong to?
Demographic data on consumer segmentation Demographic data on consumer segmentation
Segmentation
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What is you education level?
Segmentation
The retailers survey also attempts to address issues similar to the above survey, but at a more holistic and aggregated level. Table 5: Retailer questionnaire design, purpose and research category Serial Question No. 1 2 3 What is the frequency of detergent orders? What are the brands that you order? What is the most selling brand? Understanding ordering characteristics Understanding ordering characteristics The most preferred brand sold by the store 4 How often does the Surf salesman visit your shop? 5 On a scale of 0 to 10 (0 being very poor and 10 being very good) please rate the quality of service provided to you by HUL 6 On a scale of 0 to 10 (0 being very poor and 10 being very good) please rate the promptness of delivery 7 On a scale of 0 to 10 (0 being very poor and 10 being very good) please rate the incentive schemes provided by HUL for Surf 8 What types of detergents give more profit margins? 9 Which is the brand that offers maximum offers? (Price discounts, extra quantity etc.) Another depth question of Q5. Q6 and Q7 together would be used to see if sum of parts equals the whole The more preferred type of detergent of the retailer To know which brand in the market is being aggressive in its promotions To dig deeper into Q5 Understand the service quality perceived by the retailers To check consistency with Q1 Purpose
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10
How much Shop space is allocated to detergents?
The importance of
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What proportion of the allocated space is allotted to Surf?
The preference of surf over other detergents This will depict how the salesmen of different brands have been able to promote their products
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What brand according to you rates highest in terms of quality?
13
Which brand according to you rates highest when it comes to value for money?
how the salesmen of different brands have been able to promote their products
14
Are there any seasonal variations in demand for detergent?
To understand if there is any seasonality factor in the detergent market
15
If yes, then how high/low are the sales of Surf in summer as compared to winter?
To know the extent of the seasonality
16
What is the most frequently purchased quantity Most commonly sold detergent pack of powder detergents? size Demographic information
17
Name of store
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Location
Demographic information
PRETESTING
The consumer questionnaire was administered to 5 people and retailers questionnaire to two retailers. The objective of the pretesting was to judge the following: 1) Ease of completion of the survey 2) Clarity and lucidity of language 3) Clarity of the context of which the survey is being filled up
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The following are the outcomes of the pre-testing Consumers Questionnaire Language of Q9 is not clear. It was rephrased to make it grammatically right Q10 is very subjective and needs to be broken down ask people to rate key features identified in the depth interview. This was broken down into 5 sub questions asking users to choose a particular value in a range. Gender and marital status were to be added to get a more detailed demographic information The survey updated questionnaire can be found as Exhibit IV. Retailers Questionnaire Name of the store did not hold much significance, and was hence removed. The average quantity of detergents sold by the store The final structured questionnaire is shown in Exhibit V.
ADMINISTERING THE QUESTIONNAIRE

The consumer questionnaire was floated as an online survey which was individually mailed to all the respondents. To capture as diversified people as possible, it was sent to people outside Nagpur, basically people with diversified demographic details. A total of 60 responses were obtained out of with 10 were not very usable and they were discarded. Hence we have performed our analysis based on 50 consumer responses. The retailer questionnaire was administered personally by going to their shops. A total of 15 unique responses were recorded, with all of them usable. The retailers belonged to different localities in Nagpur. The breakup of the respondents based on various demographic information is given in the below figures.
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Respondent breakup by Age
<25 years 28% 44% 25-35 years >35 years
28%
Figure 2: Respondent breakup via Age groups
Respondent break up
Retailers 23%
Consumers 77%
Figure 3: Respondents break up - % wise
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Break up by Gender
40%
Males
Females 60%
Figure 4: Respondent break up by gender
Respondent breakup by Geographic location
10% 32% North South 34% West East
24%
Figure 5: Respondent breakup by geographic location
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DATA ANALYSIS PLAN We now revisit the data analysis plan mentioned in the Stage 2 of the report to refine it based on the data available with us.
Categorization of Consumers
a) Exploring Segments: Based on the category that we have put each of the questions in the structured questionnaire, we try to explore some of the segmentation possibilities based on the demographic information such as age, gender, geographic location etc. We will employ Kruskal Wallis test to see if variable means across segments are consistent or not. The variables to be taken will be from questions 10, since they are ordinal data, and this is one of the best methods to perform a non-parametric test. b) Clustering of Attributes: This method will be used to cross- verify the results obtained by Kruskal Wallis test. Any inconsistency in the results of the two methods could reveal some insights into the differences and also provide scope for further refinement of the data analysis plan. c) Correlation between consumer and retailer information: We would also like to correlate the results obtained by analysis of the two data to check consistency of results and the possible causes for differences that have arisen.
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Demand Potential of Surf

The diagram below shows the consumer buying behavior. There are broadly two categories: (i) (ii) People sure about what to buy People who are unsure of what to buy
The diagram along with the data from the survey would explain some characteristics.
Are you sure about the detergent brand you are buying?
No Yes Is Surf you preferred product? Yes No

Very loyal Customer What do you ask for in a store about a detergent?
Any detergent Quality centric

Market Potential Availability of right mix matters low loyalty customers
What if the quality you are looking for is not there?
Look somewhere else Buy anything available Low loyalty customers
Potentially loyal customers/market potential
Figure 6: A consumer buying behavior map
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The above figure gives us an understanding of the buying behavior and the target segment we need to focus on. From the above analysis we need to primarily target people who have a clear idea about the quality they want but are not too brand centric. Further analysis in the following sections would reveal more quantitative data that would be coupled with this figure to generate suitable conclusions.
Key product concepts and segmentation

a) Cross Tabulation: We carry out cross tabulation of questions belonging to the same categories which would help understand the differentiating factors and qualities required in a product. Cross tabulation of responses to similar questions from consumer and retailer survey will be created to obtain a logically consistent data. The questions are primarily used to determine the product quality and the pricing required to make Surf successful. b) Frequency distribution: this would help gauge the extent to which a particular response or buying behavior is prevalent among the consumers. This would also reveal the quantity of sales actually occurring from the retailers point of view and the benefits that the retailers receive for promoting that product. c) Choosing the target segment: Based on the demographic variations to responses and the buying behavior, a suitable target segment and suitable targeting plans for the same would be developed.
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STAGE 5 - DATA ANALYSIS AND CONCLUSIONS

The data analysis would begin with the frequency distribution of responses based on various categories such as demographic segmentation, attributes and demand. This preliminary data analysis would help reveal in some cases, the highly preferred choice of one group as compared to the other groups.
Current Detergent Usage

25
20
15
10
0 Surf Tide Wheel Others
Figure 7: Number of respondents using various detergent brands
Medium of detergent
35 30 25 20 15 10 5 0 Soap cakes Powder Liquid
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Figure 8: The preference of medium of detergent
Preferred Promotion Method

25 20 15 10 5 0 Discounts Extra qty. at same price Bundling of other products No schemes
Figure 9: Preference of various promotional schemes
Some other important trends through scanning of consolidated surveys: Current Surf users Nearly none of the current Surf users are from South India -2 out of 22 respondents People are generally loyal to their brand 20 out of 22 respondents Most of the current Surf users are below the age of 26 18 out of 22 respondents Current Non-Surf users People are sensitive to prices and buy detergents priced between Rs.30 and Rs.50 all 28 respondents Most of them use the current brand because it is a force of habit Majority of the respondents are from either South or North India
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Figure 10: Perceptual mapping of detergents based on consumer response Figure 10 shows the perceptual mapping of various leading brands present in India. Surf leads the pack both in terms of price and quality.
Demographic and psychographic segmentation

We first perform non parametric Kruskal Wallis tests across the following segmentations: a) Age: We tested age with attributes described in Q10 (which cover key product features) to determine if the trends are same across all the clusters or not. The level of significance was calculated with the null hypothesis being that the responses depend on the age. Exhibit VIII shows the results of the statistics. b) Gender: We tested gender with attributes described in Q10 (which cover key product features) to determine if the trends are same across all the clusters or not. The level of significance was calculated with the null hypothesis being that the responses depend on the age. Exhibit VIII shows the results of the statistics.
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c) Geographic location: We tested the geographic location with attributes described in Q10 (which cover key product features) to determine if the trends are same across all the clusters or not. The level of significance was calculated with the null hypothesis being that the responses depend on the age. Exhibit VIII shows the results of the statistics. The results of the analyses are as follows: There are some attributes that show a definitive variation with the demographic segmentations. This is based on the P values obtained after adjusting for the ties (redundant responses). The following tables summarize the observations based on the Kruskal Wallis analysis. Attribute Removes tough stains Gentle on hands Smells Fresh Color Price Correlation Good correlation No relation Good correlation Good correlation Average correlation Table 6: Kruskal Wallis analysis of attributes with Age
AGE
<25 years (44%)
25-35 years (28%) 85.7% have low or neutral preference 100% have low or neutral preference 85.7% have low or neutral preference 100% have high preference
>35 years (28%) 100% have high preference 100% have high preference 85.7% have low or neutral preference 50% have low or neutral preference
Removes tough stains Smells Fresh
95.4 % have high preference 81.8% have high preference
Color
81.8% have low or neutral preference
Low Price
78% have high preference
Table 7: %age statistics based on age for high relevance factors
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Attribute Removes tough stains Gentle on hands Smells Fresh Color Price High correlation Small relation High correlation High correlation High correlation
Correlation
Table 8: Kruskal Wallis analysis of attributes with Gender GENDER Male (46%) Removes tough stains 73% have low or neutral preference Smells Fresh 81.8% have low or neutral preference Color 81.8% have low or neutral preference Low Price 75% have high preference Female (54%) 95.4 % have high preference 91.4% have high preference 85% have high preference 86.3% have high preference
Table 9: %age distribution based on gender for high relevance factors
Attribute Removes tough stains Gentle on hands Smells Fresh Color Price
Correlation Average correlation Average relation Small correlation High correlation High correlation
Table 10: Kruskal Wallis analysis of attributes with Geographic location
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GEOGRAPHIC North LOCATION Smells Fresh (32%) 62.5% have high preference
South (24%) 64% have high preference
East (10%) 100% have
West (34%)
64.7% have
high preference high preference
Color
70% have low or neutral preference
85.7% have low or neutral preference 67% have high preference
85.7% have low or neutral preference 50% have low or neutral preference
94.11% have low or neutral preference

58.9% % have
Low Price
87.5% have high preference
high preference
Table 11:%age distribution on geographic location for high relevance factors
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Clustering based segmentation analysis

We would now do a cluster based segmentation to validate and compare the results obtained by the demographic based segmentation. We would be using the K-means clustering to generate 3 main clusters and study the behavioral pattern of each cluster. Exhibits IX and X have detailed computational results. The summary of the outputs is that we have come up with 3 main clusters with the following characteristics:Cluster 1 Number Percentage people 12 24 % Cluster 2 22 43 % Cluster 3 17 33%
Preferred Smell Price sensitivity
Regular aroma Not price sensitive
Flower scented Most price sensitive
No aroma Fairly price sensitive
Willingness to switch Promotions Innovation
Low
High
High
Not affected Important Loyalists
Influenced Important Highly Price sensitive
Influenced Not important Value for money
Table 12: K means Cluster based analysis Cluster 1 This cluster contains those people who are extremely loyal to a brand. They are not very sensitive to price changes. While it is difficult to change their mindset to buy another brand, factors like innovation and no-frills is the key to them being loyal. A very small number of respondents out of this cluster said they were affected by promotions. By and large, there is not much influence on them. Most of the respondents belonging to this category chose Surf as their current brand.
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Cluster 2 This is where the bulk of the respondents belonged to. A highly price sensitive segment, a lot of factors account to them buying a particular brand of detergent The preferred smell is flower scented. This has been observed in Ariel and Tide, while Surf does not offer this. They are highly willing to switch, but technological innovations and ad-promotions play a key role in them buying a particular brand While this segment found Surf to have very influential ads and also a majority of them found the Surf to be technologically advanced and superior, the price factor and smell outweighed their benefits. Majority of the respondents did not choose Surf as their current brand. Cluster 3 The second largest cluster, it contains those people who look for products having a good value for money. This group is fairly sensitive to price, but the willingness to switch is high. While they are influenced by promotions, technological advancements do not affect their buying decisions. This current brand response of this group was equally divided. A cross reference with the Kruskal Wallis results shows that price sensitivity is similar in both the analyses (around 75% are sensitive). A look up on the fields having low price sensitivity and more stress on washing quality showed Surf users (current) as a vast majority. This is in parallel with the characteristics of the Loyalists obtained from the K mean clustering, indicating a further consistency between the two methods.
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Retailer Questionnaire analysis

The following are the graphs from the survey of retailers. There is incentive incompatibility for the retailers through the salesmen channel o Even though the salesmen are regular in their visit and prompt in their delivery, the discounts and promotional schemes offered to the retailers is the least for Surf. o The profit margins are less as compared to other detergents. Hence the incentive to push Surf is low o There is cannibalization by Wheel to an extent, since a lot of promotional schemes are offered with it. While many consumers responded by saying that there was a difference in detergent consumption based on the season, none of the retailers found this to be true. Surf rates very high in terms of value for money when the quality of the product is in question Figures 11 to 15 are graphs showing some statistics of the retailers survey.
16 14 12 10 8 6 4 2 0 Surf Wheel Tide Ariel Ghari
Figure 11: No. of shops the brand was being sold (out of 15 responses)
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70% 60% 50% 40% 30% 20% 10% 0% 1%-3% 3%-5%
Figure 12: Percentage distribution of shop space for detergents
60% 50% 40% 30% 20% 10% 0% <10 % 10 to 20% 20 to 30%
Figure 13: Percentage of space allocated to Surf of the total detergents space
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7 6 5 4 3 2 1 0 Surf Wheel Tide
Figure 14: Value for money on a scale of 1-10 (10 is highest) by retailers
60.0% 50.0% Axis Title 40.0% 30.0% 20.0% 10.0% 0.0% Sachets 500 gm Axis Title 1 kg
Figure 15: Percentage distribution of different size packets being sold Correlating the data with the consumer survey, we found that the problems are similar in some cases and interdependent in others. Incentive incompatibility leads to lower sales per shop, and higher prices with low margins discourages both consumers and retailers from buying it. 500gm packs are most preferred as well as sold in shops; hence they must be promoted the most.
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Market share and sales calculations

Currently, Surf enjoys an average of 20% shop space available for all detergents. The current price of Surf Excel Stain remover is Rs 72 per 0.5 kgs. Tide costs Rs. 43 for the same quantity. Ariel, its closest competitor in terms of price and quality is around 10% cheaper. Currently Surf has around 20% market share. The current detergent market is valued at Rs. 9000 crores. Thus Surf earns revenue of Rs. 1800 crores in sales. In order to boost this number, say there is a 5% drop in price (including a 2.5% discount to retailers). From the structured questionnaires, 22.5% of the non users are willing to use Surf for a drop in prices. This means around 17% of the total market share. There would be incentive for the retailers to promote Surf as well owning to greater profit margins. Taking a conservative 10% increase in its consumers (or an increase of 2% in market share), total revenue from sales is Rs. 1881 crores. The operating profits on the other hand will drop from Rs. 540 crores to Rs. 495 crores (at 70% expenses before interest and tax). Thus a conservative numerical work indicates that even a 5% drop in prices, which includes incentives for retailers as well, will significantly boost the sales and the market share of Surf. But this is at the cost of profits. In a fragmented and a highly mature market like this one with 98% penetration, it becomes very difficult to induce change, and some compromises are essential to achieve the set targets.
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RECOMMENDATIONS
Most of cluster 1 respondents are Surf users. Cluster 2 and 3 contained respondents mostly buying other brands of detergents. As mentioned before, the current marketing strategy is to place Surf in a premium segment. While the brand as a whole tried to provide a one stop solution to its consumers, a total of 6 sub-brands make it difficult for consumers to choose. Despite being the market leader, the current strategy has led to a gradual downfall in market share, with brands from rival firms gaining ground. Below are our recommendations which we felt most pertinent in order to regain the lost market share and gain more ground than ever before:1) Product portfolio: While the more loyal consumers of Surf preferred a separate detergent for each type of washing need, most of the consumers felt that a one-stop solution within the product is more preferable. The retailers survey revealed that very few actually hold stock of more than 3 products of the Surf brand. The awareness drops even further when we interviewed the consumers. Hence, a more streamlined approach by restricting products to 3 must be taken in order to ensure there is more understanding and acceptability by all consumers. 2) Pricing: Surf is currently perceived as a high price detergent. The perceptual map showed that while it rates highly in quality, it leads the pack in terms of price as well. This should be reduced, as a majority of the consumers (mostly Cluster 2 and Cluster 3 respondents) are price sensitive and are not using Surf, the primary reason being the price. 3) Positioning: Based on the responses, we find that Surf is regarded as a top quality, premium brand. This positioning should be maintained, but priced such that it should be treated as a premium brand available at a reasonable price. The current innovative ad campaign theme must continue as most users perceive it to have one of the best impacts. 4) Incentives: More incentives need to be given to the retailers to promote the product. Incentives like additional discounts or bonus coupons to retailers will encourage them to not only allocate more shop space, but also promote them over other brands.
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LEARNINGS FROM THE PROJECT

The objective of the project was to explore and interact with the real world people and analyze a situation to have some potentially real impact. It was also guided to develop a sense of methodical and quantitative approach to marketing problems and develop a keen sense of consumer preferences. Narrowing down on the management decision problem involved focusing on how best to capture the market share. Once it was decided that an existing brand is to be promoted for the purpose, the flagship brand of HUL was chosen to lead the way. This gave an opportunity to reverse the downward market trends that Surf has seen in the last few years. Exploratory depth interviews were conducted to get some key insights to consumer behavior and choices. Once sufficient data was collected, an LP diagram was constructed which helped us in picking up some key words and concepts. These were then used to develop a structured objective questionnaire which was administered to both consumers and retailers. This gave us a holistic view of the current situation. Asking retailers served one another purpose. We were not able to cover the local people since most of them refused to fill in the surveys. So, we targeted those retail shops where the local and poor people generally buy. This way, we were able to get aggregated information from these places. A rigorous quantitative analysis of the questionnaire led a logical and a coherent conclusion which catered to the management decision problem as well the marketing research problem.
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APPENDICES
Exhibit I Research Matrix
Research Problem What are the criterions that the customer segment uses to buy a detergent? Research Questions Where do you generally shop for clothes? Are there any specific/brands you purchase? How do you care for your clothes? Information needed The quality of clothes generally used. Source of Information Primary depth interview Analysis Plan The data obtained through primary research will be used
The extent to which the clothes are taken care of To understand the level of care that the respondent is willing to take and the extent to which he wants his clothes to be clean and the kind of feeling and confidence the detergent gives
Primary depth interview Primary depth interview
What is the feeling that you want while washing clothes
The data obtained through primary research will be used The data obtained through primary research will be used
What is the significance of clean and well maintained clothes
How does price pay a role in selecting your detergent How to increase the switching of customers from other brands to HLL If certain brands have promotions how willing are you to switch to the brand?
To understand how the detergent works in terms of strength and harshness. This also should give a relation between the price elasticity and quality. This gives a direct relation with the price being paid with the quality of care of the clothes taken This gives an indication of the sensitivity of customers and whether promotion may increase the sales
Primary depth interview
The data obtained through primary research will be used
Primary quantitative interview
The data obtained through primary research will be used The data obtained through primary research will be used
PrimaryDepth interview
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How much do you relate with surf excel advertisement?
This gives an indication of scope of improvement of advertisements to increase the decibel level and quality of the ads. This gives a feedback from the customers themselves on their perception of the image and ways to improve according to them. This gives the possible medium of communications on which the customer relies?
PrimaryDepth Interview
How to improve the image of Surf Excel and Rin?
How would you like to hear about the detergent?
What range of HUL laundry care products are you aware of?
To gauge the level of the awareness to the product portfolio of HLL in the detergent market.
To understand the impact of technology and new innovations on the customer purchasing decision.
How do you perceive the new technology in the market?
This gives an indication of customer awareness about the new technology in the market and their effect on the purchasing decision. It illustrates the reaction of the customer to a new possible product.
Should the detergent be a one stop solution for all the needs?
Role of sales department on the penetration in the market and store presence
How effective is the sales force in reaching the market and maximizing shop space visibility.
How happy are the dealers and retailers with the sales department and distribution network.
Primary quantitative survey
The data obtained through primary and secondary research will be used
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Exhibit II: Market share variation in the 2005-12 period

Product Surf Wheel Nirma Ghari Ariel Ujala Supreme Fena Henko Nima Sunlight Robin Tide Mr White Chek Amway Ezee Ala Revive Ranipal Vanish Revive Private label Others Total Company Unilever Group Unilever Group Nirma Ltd Ghari Industries Pvt Ltd Procter & Gamble Co, The Jyothy Laboratories Ltd Fena Ltd Henkel KGaA Nirma Ltd Unilever Group Reckitt Benckiser Plc Procter & Gamble Co, The Henkel KGaA Henkel KGaA Amway Corp Godrej Group Unilever Group Marico Industries Ltd Pidilite Industries Ltd Reckitt Benckiser Plc Marico Ltd Private Label Others Total 2005 22.8 17.8 14.6 10.6 5.8 2.8 2.5 2.1 2 1.5 1 0.9 0.8 0.7 0.5 0.5 0.5 0.2 0.2 1.3 10.8 100 1.3 10.8 100 2006 22.6 19.4 13.6 10.7 5.1 2.9 2.6 2 2 1.5 1.1 1 0.8 0.8 0.5 0.5 0.5 0.2 0.2 1.4 11.2 100 2007 21.2 19.9 13.5 10.9 4.7 3.1 3.5 1.8 2.1 1.1 1 1.3 0.7 0.8 0.5 0.5 0.5 0.2 0.1 2008 21.1 19.1 13.8 11.2 3.7 3.2 2.7 1.7 1.9 0.5 1.1 2.4 1 0.8 0.5 0.5 0.5 0.2 0.1 1 13.1 100 2009 20.4 19.3 13.9 11.5 3.2 3.3 2.7 1.6 1.5 0.5 1 3.1 1.2 0.8 0.5 0.5 0.4 0.1 0.2 1.1 12.8 100 0.1 0.2 0.2 1.2 11.8 100 2010 20.7 19.4 13.8 11.9 3.2 3.4 2.6 1.6 1.5 0.5 1 3.4 1.2 0.8 0.5 0.5 0.4 0.1 0.3 0.2 1.4 11.8 100 2011 20.1 19.7 12.9 12.1 3.2 3.5 2.7 1.8 1.3 0.6 1 3.8 1.2 0.8 0.5 0.5 0.4 0.2 0.5 0.2 1.4 12.5 100 2012 19.9 20.2 12.1 12.3 3.2 3.1 2.9 1.9 1 0.7 0.9 3.9 1.2 0.9 0.4 0.5 0.4
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Exhibit III - Depth interview responses

Exhibit III (a) Mr. Sudhir Nikhade, Male, 24 years, Student Where do you shop for clothes? Normal standalone shops Are there any specific/brands you purchase? No How do you care for your clothes and how are they washed? I wash the clothes myself in the washing machine. I dont believe the dhobi can do a better job.
How often do you wash your clothes? Once a week Do you distinguish between the care of branded and unbranded clothes No, I dont make such a distinction. Given the time constraint, I put all of them for washing together Are there any differences between the way you care for clothes in general.. say between winter and summer clothes No, I cant say that I care for them differently What is your perception of washing very expensive clothes by yourself (or dhobi)? I give them to a laundry rather than put them in the washing machine How would you ideally want to care for your clothes? I am happy with the way I currently care for my clothes - I dont think there is an ideal way good detergent, nice soft brush, and a good conditioner (e.g. Bambi) What is your preferred detergent brand Tide Has this always been your favorite brand? No, I cant say I have a favorite brand as such - I started with Ariel, then went on to surf and now use Tide. If not, what prompted you to switch? I guess, it was do with the price - I found Surf pretty expensive
How loyal are you to your current brand, some pointers being price fluctuation, quality of product etc
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I am not very loyal to my current brand - if I get better value for my money, I will switch What is your preferred medium of washing clothes? (cakes/ powder/liquid) Powder What do you look for in a detergent? Does a good job of cleaning more than anything else What is the ideal detergent for you? Through cleaning of clothes
How should it look? How should it smell? I would prefer it to be odorless How should the packing look like and what quantity would you prefer? The packaging should not look too gaudy, simple is better What other qualities you look for in the detergent? Nothing besides the ones, I have already mentioned What factors affect your purchasing decision for a detergent? I dont think too much besides a good price and good washing quality How would you like to hear about your ideal detergent? Television Where do you shop for detergents? Convenience stores With whom do you shop (especially while shopping) detergents? Nobody To what extent does this person influence the kind of detergent you purchase? Not applicable If certain brands have promotions, how willing are you to switch to that brand? Yes, I will try the brand out at least once. If I find it good enough, I might consider switching How do you perceive the new technology which is used in todays detergents, as in stain removal, quick-wash etc? I am not convinced that you can have 'new technology' in these detergents. Its more of a marketing gimmick.
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Should the detergent be a one stop solution for all needs or should different problems be addressed by different detergents? (Softening/ whitening/ stain removal) I would prefer a one stop solution for all my clothes What does Surf excel as a brand mean to you? Good brand, it is well known. It is old, has been around for a while. Its the top brand comes first to mind when I think of detergents How can surf excel improve its image? It has a good image. I dont use it because of the high price Do you know the range of Surf excel products? I know they have 2 -3 different products - but am not exactly sure what they are How much do you relate with the Surf Excel Advertisement? The advertisements are good.
Exhibit III (b)
Mr. Ankush Bothale , Male 29 years, Working Professional Where do you shop for clothes? Usually Malls Are there any specific/brands you purchase? No, I am not too brand conscious, what matters for me is comfort. How do you care for your clothes and how are they washed? I give the clothes to the dhobi to wash. I am happy with the work he does and am also aware of the detergent he uses. The reason I give my clothes to the dhobi is convenience How often do you wash your clothes? Everyday Do you distinguish between the care of branded and unbranded clothes? Yes Are there any differences between the way you care for clothes in general.. say between winter and summer clothes? Yes, I wash and iron my summer clothes regularly. All my winter clothes are dry cleaned.
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What is your perception of washing very expensive clothes by yourself (or dhobi)? I give them to the laundry How would you ideally want to care for your clothes? No proper response What is your preferred detergent brand? Surf Excel Has this always been your favorite brand? Yes, this has always been my favorite brand If not, what prompted you to switch? Not applicable How loyal are you to your current brand, some pointers being price fluctuation, quality of product etc? I am loyal to surf, but may not be if the price increases What is your preferred medium of washing clothes? (Cakes/ powder/liquid) Powder What do you look for in a detergent? Clean clothes well, not too much of soda What is the ideal detergent for you? Clean clothes well, not too much soda How should it look? Should look like a powder How should it smell? Smell nice, should have a pleasant smell (fragrance) How should the packing look like and what quantity would you prefer? Attractive, good quality packing, 1kg What other qualities you look for in the detergent? Nothing What factors affect your purchasing decision for a detergent? Should wash clothes well, should be recommended by others
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How would you like to hear about your ideal detergent? Television Where do you shop for detergents? Kirana store With whom do you shop (especially while shopping) detergents? No one To what extent does this person influence the kind of detergent you purchase? Not applicable If certain brands have promotions, how willing are you to switch to that brand? No, I will not switch How do you perceive the new technology which is used in todays detergents, as in stain removal, quick-wash etc? They do not live up to their names Should the detergent be a one stop solution for all needs or should different problems be addressed by different detergents? (Softening/ whitening/ stain removal Ideally yes, may not be possible What does Surf excel as a brand mean to you? Washes clothes clean How can surf excel improve its image? By being less pricey Do you know the range of Surf excel products? Just know about normal surf excel How much do you relate with the Surf Excel Advertisement? I relate quite a lot with the advertisements
Exhibit III (c ) Ms. Sheetal, Female 23 years, Adhoc Teacher
Where do you shop for clothes? Malls and stores
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Are there any specific/brands you purchase? Yes, I am fond of Pepe Jeans, W, Wills, Levi's and Gap How do you care for your clothes and how are they washed? I care for my clothes, and prefer to wash them myself How often do you wash your clothes? I wash my clothes on a weekly basis Do you distinguish between the care of branded and unbranded clothes? I care more for my branded clothes. I tend to wash them less often so that they dont wear our faster Are there any differences between the way you care for clothes in general.. say between winter and summer clothes? Yes, I wash and iron my summer clothes regularly. All my winter clothes are dry cleaned. What is your perception of washing very expensive clothes by yourself (or dhobi)? All expensive clothes, I either wash by myself or give to the laundry. I never give it to my servant or put them in the washing machine How would you ideally want to care for your clothes? Self was with extreme care and caution What is your preferred detergent brand? Surf Excel Has this always been your favorite brand? Always, I grew up watching this brand - it has always been used by my family If not, what prompted you to switch? Not applicable How loyal are you to your current brand, some pointers being price fluctuation, quality of product etc? Extremely loyal irrespective of price and quality What is your preferred medium of washing clothes? (cakes/ powder/liquid) Powder What do you look for in a detergent? Stain removal, mild on skin
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What is the ideal detergent for you? Good stain removal, mild on skin, Whitening How should it look? It should not have big globules How should it smell? Should be nice ( e.g. floral) How should the packing look like and what quantity would you prefer? Colorful packing (easy to tear and convenient to extract) What other qualities you look for in the detergent? 1 Kg packets What factors affect your purchasing decision for a detergent? Easy foam creation and good quality How would you like to hear about your ideal detergent? Television Where do you shop for detergents? Local Store With whom do you shop (especially while shopping) detergents? Previously mother, now self To what extent does this person influence the kind of detergent you purchase? Big influence in early years If certain brands have promotions, how willing are you to switch to that brand? No, will change brand only if the promised quality is actually good. How do you perceive the new technology which is used in todays detergents, as in stain removal, quick-wash etc? Unaffected, because stain removal capacity remains the same Should the detergent be a one stop solution for all needs or should different problems be addressed by different detergents? (Softening/ whitening/ stain removal) Yes, there should be minimal hassles
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What does Surf excel as a brand mean to you? Reliable, High Quality How can surf excel improve its image? Reduce price, celebrity to do advertisements
Do you know the range of Surf excel products? Know about surf excel blue and gentle wash How much do you relate with the Surf Excel Advertisement? If new features are shown in the advertisement then will try to use it. Identify with the ad promising good stain removal and whitening Exhibit III (d) Mr. Sanket C., Male 24 years, Student Where do you shop for clothes? Malls Are there any specific/brands you purchase? Westside is my preferred brand How do you care for your clothes and how are they washed? The dhobi washes the clothes and I am satisfied with the quality. I am not aware of the How often do you wash your clothes? Weekly Do you distinguish between the care of branded and unbranded clothes? Yes, very much. I take more care of my branded clothes Are there any differences between the way you care for clothes in general.. say between winter and summer clothes? Definitely, I take more care of my woollens. What is your perception of washing very expensive clothes by yourself (or dhobi)? Dhobi, they are generally good, he is experienced How would you ideally want to care for your clothes? Dhobis should care about the clothes the same way one handles his/her own clothes
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What is your preferred detergent brand? Ariel Has this always been your favorite brand? No, surf excel is my favorite brand. However, I dont use it given its high price. If not, what prompted you to switch? However, I dont use it given its high price. How loyal are you to your current brand, some pointers being price fluctuation, quality of product etc? Very less loyal, will change if same quality at lesser price is provided I will buy the new brand What is your preferred medium of washing clothes? (cakes/ powder/liquid) Powder What do you look for in a detergent? Qualities shown in Advertisement What is the ideal detergent for you? Good stain fighting qualities and a low price.
How should it look? Colored granules mixed in white How should it smell? Smell should be nice since the clothes will radiate the smell afterwards. How should the packing look like and what quantity would you prefer? 1 kg, plastic jar with spoon What other qualities you look for in the detergent? Not much really What factors affect your purchasing decision for a detergent? Advertisement, word of mouth, price, availability, prior experience How would you like to hear about your ideal detergent? Best in terms of quality, not necessarily has to be the best seller
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Where do you shop for detergents? Kirana store With whom do you shop (especially while shopping) detergents? Alone usually To what extent does this person influence the kind of detergent you purchase? Not applicable If certain brands have promotions, how willing are you to switch to that brand? If similar quality (as said by others) given at discounted rate, I may be willing to buy How do you perceive the new technology which is used in todays detergents, as in stain removal, quick-wash etc? They are meaningless, dont matter much Should the detergent be a one stop solution for all needs or should different problems be addressed by different detergents? (Softening/ whitening/ stain removal) It cant be possible
What does Surf excel as a brand mean to you? Remember RIN which merged with Excel recently, not really good quality How can surf excel improve its image? Reduce price, celebrity to do advertisements Do you know the range of Surf excel products? Only two - surf excel blue and surf excel automatic
How much do you relate with the Surf Excel Advertisement? Hard to remember, some ads are senseless (like the one in which the dog of the teacher dies) Exhibit III (e) Mrs. Yadav Female, 45, Homemaker Where do you shop for clothes?
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Generally shop for clothes in stores where I used to shop in the past and have the relevant brands Are there any specific/brands you purchase? Yes. I generally shop for specific brands .since they can be more trusted and since I buy from the stores where i have developed relations, it is easy for me to return the clothes in case of any problem How do you care for your clothes and how are they washed? I give the clothes to dhobi on a weekly basis and wash myself also. Dhobi uses Surf excel and have asked him to use it. Generally because of busy schedule, have to give it to dhobi. Otherwise washes the clothes myself. How often do you wash your clothes? Daily Do you distinguish between the care of branded and unbranded clothes? Yes. If it is branded clothes then i try to take more care by washing them together since there is a very high chance of color stripping from unbranded clothes. I dont wash the unbranded clothes with Surf Excel and prefers to use Rin advanced surf for them. I use surf excel for all other clothes. yes. Special fabric cleansers are used for good clothes and for normal cheap detergents suffice. Are there any differences between the way you care for clothes in general.. say between winter and summer clothes? Yes, I wash winter clothes with Ezee. Since surf excel results in contraction of winter clothes , it is preferable to was the winter clothes with Ezee What is your perception of washing very expensive clothes by yourself (or dhobi)? I prefer to wash expensive clothes only by dry cleaning and wash clothes which are in middle range by me How would you ideally want to care for your clothes? With care - the way I am doing now What is your preferred detergent brand? Surf Excel quick-wash Has this always been your favorite brand? Surf excel has always been my favorite brand and even though the price has increased and cheaper options are available, I prefer to use since it has a high quality.
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If not, what prompted you to switch? Not applicable
How loyal are you to your current brand, some pointers being price fluctuation, quality of product etc? In fact I have stuck to this brand for quite long even though the price has rocketed. However If the price goes any further, I would switch to any other brand like Tide
What is your preferred medium of washing clothes? (cakes/ powder/liquid) Well liquid is generally the best medium since it dissolves in the water better and thus able to wash the clothes properly. However there are no liquid options for surf excel available in the market so I use powder only What do you look for in a detergent? High quality of washing, gentle on hands, reasonable price What is the ideal detergent for you? Gentle on clothes, no color fading, good to skin, work equally well in washing machine How should it look? White How should it smell? It should give a feeling of freshness How should the packing look like and what quantity would you prefer? Packing should be of Kg since I dont want to go back to shop every now and then to shop for the detergent. But at the same time, I dont want the price of the kg packet to be high (preferably less than 100) 100 is a mental block What other qualities you look for in the detergent? Nothing What factors affect your purchasing decision for a detergent? Generally I purchase the detergent powder once a fortnight or so; and I am quite happy with surf excel, so I do not really consult anybody regarding the detergents How would you like to hear about your ideal detergent? Television
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Where do you shop for detergents? Kirana, grocery stores, big bazaar if nearby With whom do you shop (especially while shopping) detergents? Myself To what extent does this person influence the kind of detergent you purchase? Not applicable If certain brands have promotions, how willing are you to switch to that brand? Well, promotions for other brands would not affect me since I am quite loyal to surf excel. However I would welcome any promotion by surf excel. How do you perceive the new technology which is used in todays detergents, as in stain removal, quick-wash etc? Quick-wash has very good technology. It has become my favourite once I have started to use quite willing if the quality is good, extra quantity in same price, some relevant gifts like soft bristle brushes, clothe whitener Should the detergent be a one stop solution for all needs or should different problems be addressed by different detergents? (Softening/ whitening/ stain removal) Why not, however price should be optimum for me to afford What does Surf excel as a brand mean to you? Well I have bought surf excel since quite long and am a loyal buyer of HLL as such. Even after increase in the price I have stick to it and I like the brand very much How can surf excel improve its image? Well reduce the price right way and you would see a lot of buyers flocking to buy the surf excel Improving quality of products, price seems reasonable for its quality Do you know the range of Surf excel products? No
How much do you relate with the Surf Excel Advertisement? The advertisements are good
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Well ads are really nice ...however the whole portfolio of products is not known to me through the ads....and in fact I dont find any in my Kirana store either....however ads are a real treat to watch.. and get the message across
Exhibit III (f) Ms. Reema, Female, 26 years, Student Where do you shop for clothes? Malls Are there any specific/brands you purchase? Fab India, Indian terrain, levis, lee How do you care for your clothes and how are they washed? Dhobi, for white clothes ala and tender wash ezy. I have no time to wash them myself How often do you wash your clothes? Every alternate day given for a wash Do you distinguish between the care of branded and unbranded clothes? Yes. Special fabric cleansers are used for good clothes and for normal cheap detergents suffice. Are there any differences between the way you care for clothes in general.. say between winter and summer clothes? Do not use brush for winter clothes, detergent should not be harsh but at the same time should remove all the stains and dirt. What is your perception of washing very expensive clothes by yourself (or dhobi)? I wash it by myself or dry cleaning (for coat, jacket, silk etc), never give it to dhobi How would you ideally want to care for your clothes? Good detergent, nice soft brush, and a good conditioner (eg. Bambi) What is your preferred detergent brand? Tide Has this always been your favorite brand? Surf excel is my favorite If not, what prompted you to switch?
56
Affordable price, not much difference in quality of wash especially for colored clothes
How loyal are you to your current brand, some pointers being price fluctuation, quality of product etc? With increase in income, I would switch to surf excel because I feel it gives the best wash What is your preferred medium of washing clothes? (cakes/ powder/liquid) Powder Powder as it seems gentler and more efficient in cleaning; use of brush is minimal while cleaning is very high What do you look for in a detergent? Strong cleansing action for greasy dirt, very good lather and tender on clothes What is the ideal detergent for you? Fresh and good stain fighter with a reasonable price How should it look? Plain white How should it smell? Sweet fragrance like lavender How should the packing look like and what quantity would you prefer? Sachets and 0.5 kg packs are most preferred. Sachets remove the worry of how much quantity to be used for one wash. It should be in a container rather than a polythene or paper bag because hands are generally wet while using them. What other qualities you look for in the detergent? Detergents should have conditioners with them clubbed What factors affect your purchasing decision for a detergent? Budget, fragrance, cleaning action How would you like to hear about your ideal detergent? Billboards and TV ads Where do you shop for detergents? Foodworld With whom do you shop (especially while shopping) detergents?
57
Alone To what extent does this person influence the kind of detergent you purchase? With friends If certain brands have promotions, how willing are you to switch to that brand? No influence at all How do you perceive the new technology which is used in todays detergents, as in stain removal, quick-wash etc? I think it makes a difference the new products are better than the older ones Should the detergent be a one stop solution for all needs or should different problems be addressed by different detergents? (softening/ whitening/ stain removal) Willing to try new products which have innovative features. What does Surf excel as a brand mean to you? Best in class, high priced How can surf excel improve its image? Improving quality of products, price seems reasonable for its quality Do you know the range of Surf excel products? No I am not aware How much do you relate with the Surf Excel Advertisement? The advertisements are good The ads are good and they have a significant impact in my buying decision.
Exhibit IV: Quantitative structured Consumer survey form

How do you wash your clothes? Washing machine Domestic help Other: What is the current brand of detergent you are using? Surf Henko Tide Ariel
58
Wheel Other: Which detergents have you used in the past?
Surf Henko Tide Ariel Wheel Other: Which product variety of Surf would you like to use?
Liquid Powder Soap cakes What kind of smell would you like in your detergent?
No perfumes Flower scented Something similar to deodorants Regular aroma Other:
What packet sizes of detergents do you generally use? Sachets 100gm 250gm 500gm 1kg Other: How much you are currently paying for Kg pack of washing detergent? < Rs. 30 Between 30 and 50 Between 50 and 70
59
> Rs. 70 How much you are willing to pay for Kg pack of washing detergent?
< Rs. 30 Between 30 and 50 Between 50 and 70 > Rs. 70 Price does not matter, quality does Which following packaging mediums would you like to have for your most commonly bought quantity of powder?
Plastic container (hardbound) Cardboard container Plastic bag (softbound) Other: In a detergent could you please indicate how important each of these features is to you 1 is Highest preference and 5 is lowest preference
Extremely high Remove tough stains Easy and gentle on hands/machine Smells fresh Color Price
Why do you use the current brand?
High
Neutral
Low
Extremely low
This is exactly the brand you have wanted to use It is the best brand available It is a force of habit There is really no choice If your brand is not available at the store where you usually make purchases, most probably what will be your response?
60
I will look at other stores until I find the brand I will wait till this brand comes to my store I will look at one or two stores and buy the available one I will buy another brand from the same store What is your most preferred promotional scheme?
Extra quantity at same price Price discounts Bundling of other similar products like bathing soaps No schemes would be better Which brand has the most influential ads? Choose answer in terms of impact, relevance
Surf Henko Tide Ariel Wheel Other: Through which medium of promotion you are more likely influenced? You can have more than one answer
TV Radio Billboards In the Shops Word of mouth Other: Does your consumption of washing powder vary seasonally?(The consumption in summer might be different as compared to autumn or winter etc)
Yes No How loyal are you to your current brand of detergent?
Extremely loyal Loyal
61
Neutral Not loyal Not concerned about brands Please choose the most appropriate option for the basic detergent quality Like separate detergents for woolens, washing machines etc
Prefer detergent to be a one stop solution to all kinds of clothes Prefer separate detergents for specific needs Indifferent Other: Do technological innovations in detergents influence your decision to buy the detergent?
Yes No If Yes, then which detergent brand to you find to be the most technologically advanced
Surf Ariel Tide Henko Wheel Other:
Name Age <25 years Between 25 and 35 years > 35 years Occupation Student Faculty Working professional Homemaker Self employed
62
Other: Which part of the country to you originally belong to?
North South East West Central What is you education level?
High school and below Graduation Post graduation Refuse to answer Other:
63
Exhibit V: Quantitative structured Retail survey form 1) What is the frequency of detergents orders? a. Daily b. Weekly c. Monthly d. Other _____________ (please specify) 2) What all the detergent brands that you order (please tick the appropriate options) a. Surf b. Wheel c. Tide d. Ariel e. Henko f. Ujala g. Nirma h. Others ______________ (please specify) 3) Which is the most selling detergent brand in your store?(tick one) a. Surf b. Wheel c. Tide d. Ariel e. Henko f. Ujala g. Nirma h. Others ______________ (please specify) 4) How often does the Surf sales and distribution network supply the detergents? a. Daily b. Weekly c. By-Weekly d. Monthly e. Other____________ (Please specify) 5) On a scale of 0 to 10 (0 being extremely poor and 10 being extremely good) please rate the quality of service provided to you by the salesmen for Surf detergents ____________________ 6) On a scale of 0 to 10 (0 being extremely poor and 10 being extremely good) please rate the distribution system of Surf (w.r.t. promptness of delivery) ____________________
64
7) On a scale of 0 to 10 (0 being extremely poor and 10 being extremely good) please rate the incentives schemes provided by HUL of Surf detergents ____________________ 8) How do you rate the promptness in delivery by the salesmen of Surf a. Extremely good b. Good c. Neutral d. Bad e. Extremely bad 9) What types of detergents give more profit margins? a. Local brands detergents b. National brands detergents 10) Which is the brand that offers maximum offers (price discounts, extra quantity etc)? a. Surf b. Wheel c. Tide d. Ariel e. Henko f. Ujala g. Nirma h. Others _____________(please specify) 11) How much shop space is allocated to detergents? a. <1% b. 1-3% c. 3-5% d. 5-10% e. >10% 12) How much of detergent shop space is allocated to Surf? a. <10% b. 10-20% c. 20-40% d. 40-60% e. >60% 13) Which brand according to you rates highest in terms of quality? a. Surf
65
b. c. d. e. f. g. h.
Wheel Tide Ariel Henko Ujala Nirma Others _____________(please specify)
14) Which brand according to you rates highest in terms of value for money? a. Surf b. Wheel c. Tide d. Ariel e. Henko f. Ujala g. Nirma h. Others _____________(please specify) 15) Is there any seasonal variation in demand for determination detergents? a. Yes b. No (If yes then fill 15) 16) How high are the sales of Surf in summer as compared to sales in winter? a. Very high b. Slightly high c. About the same d. Slightly lower e. Very low
17) What is the most frequently bought quantity of powder detergents? a. Sachets b. 200 gm c. 500 gm d. 1 kg e. 2 kg
66
Exhibit VI: Codebook for Consumer Questionnaire Var #

1
Q. #
1
Description
Method of washing clothes
Scale Type
Nominal
Value Range
1 to 3
Codes
1. Domestic help 2. Hand wash 3. Washing machine 1. 555 2. Anyone 3. Ariel 4. Henko 5. Rin 6. Surf 7. Tide 8 Wheel
Current brand used
Nominal
1 to 8
Brands used previously
Nominal
1 to 8
1. 555 2. Anyone 3. Ariel 4. Henko 5. Rin 6. Surf 7. Tide 8 Wheel
Awareness about Surf Excel
Nominal
1 to 2
1. Yes 2. No
Preferred Product variety for use
Nominal
1 to 3
1. Liquid 2. Powder 3. Soap cakes 1. Liquid 2. Powder 3. Soap cakes 1. Flower scented 2. No perfumes 3. Rainbow
Product variety used
Nominal
1 to 3
Smell of detergent
Nominal
1 to 5
67
4. Regular aroma 5. Something similar to deodorants 8 8 Packet size bought Nominal 1 to 5 1. Sachets 2. 250 gms 3. 500 gms pack 4. 1 kg pack 5. > 1kg packs
Current price paid for 500 gms
Nominal
1 to 4
1. <Rs.30 2. More than 30 and less than 50 3. More than 50 and less than 70 4. >70
10
10
Maximum price willing to pay for 500 gms
Nominal
1 to 4
1. <Rs.30 2. More than 30 and less than 50 3. More than 50 and less than 70 4. >70 1. Cardboard container 2. Plastic bag (softbound) 3. Plastic container (hardbound)
11
11
Preferred packing medium
Nominal
1 to 3
12 13 14 15 16
Remove tough stains Easy on the hands/ machine Smells fresh Color Price
Ordinal
1 to 5
1. Extremely high 2. High 3. Neutral 4. Low 5. Extremely low
12
68
17
13
Why current brand is used
Nominal
1 to 4
1. It is a force of habit 2 It is the best brand available 3. There is really no choice 4. This is exactly the brand you have wanted to use 1. I will buy another brand from the same store 2. I will look at one or two stores and buy the available one 3. I will look at other stores until I find the brand 4. I will wait till this brand comes to my store 1. Bundling of other similar products like bathing soaps 2. Extra quantity at same price 3. No schemes would be better 4. Price discounts
18
14
Response in case of unavailability
Nominal
1 to 4
19
15
Preferred promotional scheme
Nominal
1 to 4
20
16
Most influential advertisements
Nominal
1 to 8
1. 555 2. Anyone 3. Ariel 4. Henko 5. Rin 6. Surf 7. Tide 8 Wheel
69
21
17
Preferred method of promotion
Nominal
1 to 4
1. Television 2. Billboards 3. Word of mouth 4. Other
22
18
Seasonality in consumption
Nominal
1 to 2
1. Yes 2. No
23
19
Loyalty to current brand
Nominal
1 to 4
1. Extremely loyal 2. Loyal 3. Neutral 4. Not loyal 1. Detergent should be able to wash the floor as well 2. Indifferent 3. Prefer detergent to be a one stop solution to all kinds of clothes 4. Prefer separate detergents for specific needs
24
20
Basic quailty of detergent
Nominal
1 to 4
25
21
Influence of innovations
Nominal
1 to 2
1. Yes 2. No 1. <25 year 2. Between 25 and 35 years 3. > 35 years
26
22
Age
Nominal
1 to 3
27
23
Occupation
Nominal
1 to 5
1. Homemaker 2. Retired Banker 3. Self employed 4. Student 5. Working professional
70
28
24
Demography
Nominal
1 to 5
1. Central 2. East 3. North 4. South 5. West 1. School 2. College 3. Graduation 4. Post graduation 5. Refuse to answer 1.Male 2.Female
29
25
Education
Nominal
1 to 5
30
26
Gender
Nominal
1 to 2
71
Exhibit VII: Codebook for Retailer Questionnaire

Var #
1
Q. #
1
Description Frequency of orders
Scale Type
Nominal
Value Range
1 to 4
Codes
1. Daily 2. Weekly 3. Monthly 4. Other 1 Surf 2. Wheel 3. Tide 4. Ariel 5. Henko 6. Ujala 7. Nirma 8. Others 1 Surf 2. Wheel 3. Tide 4. Ariel 5. Henko 6. Ujala 7. Nirma 8. Others 1. Daily 2. Weekly 3. Monthly 4. Other 0 to 10 - Ranking 0 to 10 - Ranking 0 to 10 - Ranking
Brands ordered
Nominal
1 to 8
Most selling brand
Nominal
1 to 8
Supply of Surf by HUL
Nominal
1 to 5
5 6 7
5 6 7
Service quality Promptness of delivery Incentive schemes offered
Ordinal Ordinal Ordinal
0 to 10 0 to 10 0 to 10
Profit margins
Nominal
1 to 2
1. Local brands detergents 2. National brands detergents

1 Surf
Maximum offers provided by
Nominal
1 to 8
72
brand 2. Wheel 3. Tide 4. Ariel 5. Henko 6. Ujala 7. Nirma 8. Others Shop space allocated for detergents
10
10
Nominal
1 to 5
1. <1% 2. 1-3% 3. 3-5% 4. 5-10% 5. >10%
11
11
Of the allocated area, space given to Surf
Nominal
1 to 5
1. <10% 2. 10-20% 3. 20-40% 4. 40-60% 5. >60% 1 Surf 2. Wheel 3. Tide 4. Ariel 5. Henko 6. Ujala 7. Nirma 8. Others
12
12
Brand rating for quality
Nominal
1 to 8
13
13
Brand providing value for money
Nominal
1 to 8
1 Surf 2. Wheel 3. Tide 4. Ariel 5. Henko 6. Ujala 7. Nirma 8. Others 1. Yes 2. No
14
14
Seasonal variation in demand
Nominal
1 to 2
73
15
15
Comparison of winter and summer sales
Nominal
1 to 5
1. Very high 2. Slightly high 3. About the same 4. Slightly lower 5. Very low
16
16
Most frequently purchased quantity
Nominal
1 to 5
1. Sachets 2. 200 gm 3. 500 gm 4. 1 kg 5. 2 kg 0 to 6 - Ranking 1. Surf Excel Top Matic 2. Surf Excel Front Matic 3. Surf Blue 4. Surf Quick wash 5. Surf Gentle wash 6. Surf Bar
17 18
17 18
Number of variants stocked Highest selling Surf product
Ordinal Nominal
0 to 6 1 to 6
74
Exhibit VIII: Kruskal Wallis tests based on demographic data
Kruskal-Wallis Test: Removes tough stains versus Age

Kruskal-Wallis Test on Removes tough stains Age N Median Ave 1 36 1.000 25.6 2 7 2.000 31.3 3 8 1.000 23.3 Overall 51 26.0 Rank -0.31 1.01 -0.57 Z
H = 1.19 DF = 2 P = 0.552 H = 1.71 DF = 2 P = 0.424 (adjusted for ties)
Kruskal-Wallis Test: Easy on hands versus Age

Kruskal-Wallis Test on Easy on hands Age N Median 1 36 2.000 2 7 3.000 3 8 2.000 Overall 51 Ave Rank 23.6 -1.78 44.1 3.48 20.9 -1.06 26.0 Z
Kruskal-Wallis Test: Smells Fresh versus Age

49 cases were used 2 cases contained missing values
Kruskal-Wallis Test on Smells Fresh Age N Median 1 34 2.000 2 7 2.000 3 8 2.000 Overall 49 Ave 23.6 30.4 26.1 25.0 Rank -1.02 1.09 0.24 Z
Kruskal-Wallis Test: Color versus Age

Kruskal-Wallis Test on Color
Age N Median Ave Rank 1 36 4.000 27.3 0.95
75
2 7 3.000 3 8 3.000 Overall 51
25.4 -0.12 20.8 -1.07 26.0
Kruskal-Wallis Test: Price versus Age

Kruskal-Wallis Test on Price Age N Median 1 36 2.000 2 7 2.000 3 8 2.500 Overall 51 Ave Rank 26.9 0.66 18.4 -1.46 28.7 0.56 26.0 Z
Kruskal-Wallis Test: Removes tough stains versus Geographical region

Kruskal-Wallis Test on Removes tough stains Geographical region N Median 1 1 1.000 2 2 2.000 3 20 1.000 4 11 2.000 5 17 1.000 Overall 51
Ave Rank 17.0 -0.61 42.0 1.55 23.7 -0.89 30.6 1.17 24.4 -0.56 26.0
H = 4.44 DF = 4 P = 0.350 H = 6.41 DF = 4 P = 0.170 (adjusted for ties) * NOTE * One or more small samples
Kruskal-Wallis Test: Easy on hands versus Geographical region

Kruskal-Wallis Test on Easy on hands Geographical region N Median Ave Rank 1 1 4.000 49.0 1.56 2 2 3.000 40.5 1.41 3 20 2.000 25.7 -0.13 4 11 1.000 21.6 -1.10 5 17 2.000 26.1 0.05 Overall 51 26.0 H = 5.26 DF = 4 P = 0.262
76
H = 5.94 DF = 4 P = 0.204 (adjusted for ties) * NOTE * One or more small samples
Kruskal-Wallis Test: Smells Fresh versus Geographical region

Kruskal-Wallis Test on Smells Fresh Geographical region N Median Ave Rank 1 1 2.000 20.5 -0.32 2 2 2.000 20.5 -0.45 3 20 2.000 22.5 -1.01 4 9 2.000 27.8 0.65 5 17 2.000 27.2 0.80 Overall 49 25.0
Kruskal-Wallis Test: Color versus Geographical region

Kruskal-Wallis Test on Color Geographical region N Median Ave Rank 1 1 4.000 35.5 0.65 2 2 2.000 5.5 -1.99 3 20 3.000 25.4 -0.24 4 11 4.000 34.0 2.00 5 17 3.000 23.4 -0.87 Overall 51 26.0
Kruskal-Wallis Test: Price versus Geographical region

Kruskal-Wallis Test on Price Geographical region N Median Ave Rank 1 1 3.000 36.0 0.68 2 2 1.000 5.5 -1.99 3 20 2.000 26.3 0.12
77
4 11 2.000 5 17 2.000 Overall 51
27.1 0.29 26.7 0.25 26.0
Kruskal-Wallis Test: Removes tough stains versus Gender

Kruskal-Wallis Test on Removes tough stains Gender N Median Ave Rank 1 24 1.000 26.4 0.17 2 27 1.000 25.7 -0.17 Overall 51 26.0 Z
Kruskal-Wallis Test: Easy on hands versus Gender

Kruskal-Wallis Test on Easy on hands Gender N Median Ave Rank 1 24 2.000 22.4 -1.62 2 27 2.000 29.2 1.62 Overall 51 26.0 Z
Kruskal-Wallis Test: Smells Fresh versus Gender

Kruskal-Wallis Test on Smells Fresh Gender N Median Ave Rank 1 23 2.000 25.5 0.22 2 26 2.000 24.6 -0.22 Overall 49 25.0 Z
Kruskal-Wallis Test: Color versus Gender
78
Kruskal-Wallis Test on Color Gender N Median Ave Rank 1 24 3.000 26.8 0.35 2 27 3.000 25.3 -0.35 Overall 51 26.0 Z
Kruskal-Wallis Test: Price versus Gender

Kruskal-Wallis Test on Price Gender N Median Ave Rank 1 24 2.000 25.1 -0.39 2 27 2.000 26.8 0.39 Overall 51 26.0 Z
79
Exhibit IX: K-means Cluster Analysis: Wash clothes, Current Bran, Variety of p
Final Partition
Number of clusters: 3
Within Average Maximum cluster distance distance Number of sum of from from
observations squares centroid centroid Cluster1 Cluster2 Cluster3 16 79.063 22 96.364 13 38.923 2.021 1.924 1.710 4.227 3.462 2.466
Cluster Centroids
Grand Variable Wash clothes Current Brand Variety of product Preferred smell in detergent Currently paying Willing to Pay Preferred packaging Cluster1 Cluster2 Cluster3 centroid 2.3750 5.3125 1.8750 4.3125 3.0625 3.5000 1.8750 1.8182 5.8636 2.0909 1.2273 2.1818 2.0455 2.1364 2.0000 6.6923 2.0000 4.6154 2.4615 1.9231 2.0769 2.0392 5.9020 2.0000 3.0588 2.5294 2.4706 2.0392
Distances Between Cluster Centroids
Cluster1 Cluster2 Cluster3 Cluster1 Cluster2 Cluster3 0.0000 3.6247 2.2451 3.6247 0.0000 3.5077 2.2451 3.5077 0.0000
80
Cluster Analysis of Observations: Wash clothes, Current Bran, Variety of p

Standardized Variables, Euclidean Distance, Single Linkage Amalgamation Steps
Number of obs. Number of Similarity Distance Clusters Step clusters 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 50 49 48 47 46 45 44 43 42 41 40 39 38 37 36 35 34 33 32 31 30 29 28 27 26 25 24 23 22 level New in new
level joined cluster cluster 51 50 49 48 47 46 45 44 43 42 41 40 37 18 15 12 35 16 31 38 11 39 23 29 27 8 21 10 30 32 31 37 29 28 43 14 13 18 11 10 9 30 15 12 6 30 8 6 6 6 6 8 6 10 4 6 6 9 4 15 18 6 2 8 9 11 12 3 14 3 6 4 2 3 4 5 2 2 2 2 2 2 2 2 3 2 2
100.000 0.00000 32 100.000 0.00000 31 100.000 0.00000 37 100.000 0.00000 29 100.000 0.00000 28 100.000 0.00000 43 100.000 0.00000 14 100.000 0.00000 13 100.000 0.00000 18 100.000 0.00000 11 100.000 0.00000 10 100.000 0.00000 9 100.000 0.00000 30 100.000 0.00000 15 100.000 0.00000 12 91.066 0.59586 6 91.066 0.59586 30 91.066 0.59586 8 89.095 0.72736 6 82.133 1.19173 6 82.099 1.19398 6 81.451 1.23718 6 79.485 1.36830 8 78.324 1.44574 6 78.324 1.44574 10 78.324 1.44574 4 76.767 1.54961 6 75.109 1.66022 6 73.345 1.77783 9
81
30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50
21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1
73.345 1.77783 9 73.199 1.78759 4 73.199 1.78759 3 72.773 1.81599 4 72.064 1.86328 4 70.058 1.99711 4 69.991 2.00157 6 69.991 2.00157 1 69.847 2.01117 1 69.251 2.05094 1 68.975 2.06933 1 67.511 2.16696 1 65.689 2.28849 1 65.689 2.28849 1 65.559 2.29715 1 65.199 2.32121 1 62.707 2.48737 1 60.024 2.66635 1 59.038 2.73212 1 57.976 2.80293 1 55.591 2.96203 1
14 26 22 9 7 20 17 4 2 36 6 25 33 3 34 24 5 32 19 13 28
9 4 3 4 4 4 6 1 1 1 1 1 1 1 1 1 1 1 1 1 1
8 5 2 13 14 15 19 16 17 18 37 38 39 41 42 43 44 46 47 49 51
Final Partition Number of clusters: 3
Average Maximum Within distance distance Number of cluster sum from from
observations of squares centroid centroid Cluster1 Cluster2 Cluster3 47 2 2 296.742 2.43737 3.98204 0.000 0.00000 0.00000 0.000 0.00000 0.00000
Cluster Centroids
Grand
82
Variable Wash clothes Current Brand Variety of product Preferred smell in detergent Currently paying Willing to Pay Preferred packaging
Cluster1 0.0033401 0.0867850 0.0000000 -0.0730847 0.0034250 0.0414383 0.0048252
Cluster2 0.96154 0.79866 2.04124 1.15668 0.64391 -0.48690 1.38904
Cluster3 -1.04003 -2.83811 -2.04124 0.56081 -0.72439 -0.48690 -1.50244
centroid 0.0000000 0.0000000 0.0000000 0.0000000 0.0000000 0.0000000 0.0000000
Cluster1 Cluster2 Cluster3 Cluster1 0.00000 3.11598 4.15847 Cluster2 3.11598 0.00000 6.66986 Cluster3 4.15847 6.66986 0.00000
83
Exhibit X: K-means Cluster Analysis: Preferred sm, Currently pa, Willing to P, If current
Final Partition
Number of clusters: 3
Average Maximum Within distance distance Number of cluster sum from from
observations of squares centroid centroid Cluster1 Cluster2 Cluster3 12 22 17 41.750 138.364 58.824 1.741 2.356 1.792 3.205 4.367 2.778
Cluster Centroids
Grand Variable Preferred smell in detergent Currently paying Willing to Pay If current brand unavailable Why current brand Influential advertisements Cluster1 Cluster2 Cluster3 centroid 4.2500 1.2273 3.2500 2.1818 4.5882 3.0588 2.4706 2.5294
3.8333 2.0455 2.0588 2.4706 3.0000 1.9091 2.3333 1.9545 5.7500 5.9091 1.9412 2.1765 1.7647 1.9804 6.1765 5.9608 1.2941 1.4706 2.7059 2.5882
Role of technological innovation 1.5000 1.5909 Preferred promotional scheme 2.1667 2.7273
Cluster1 Cluster2 Cluster3 Cluster1 0.0000 3.8930 2.4146 Cluster2 3.8930 0.0000 3.4025 Cluster3 2.4146 3.4025 0.0000
84
SOURCES
1. http://www.portal.euromonitor.com/PORTAL/Statistics.aspx 2. http://www.hul.co.in/brands/homecarebrands/ 3. http://www.thehindubusinessline.com/2011/02/09/stories/2006020903260800.htm 4. http://www.scribd.com/doc/9823405/SWOT-Analysis-of-the-Detergent-PowderSurf-Excel 5. http://www.authorstream.com/presentation/hubertdsa-169078-surf-excel-final-ppteducation-powerpoint/ 6. http://www.docstoc.com/docs/13297891/20684612-Surf-Excel 7. http://www.rediff.com/money/2012/nov/29hul.htm
85

A Study On Market Share of Indian Detergent Giant Surf Excel and Suggesting Measures To Regain Lost Market Share

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A Study On Market Share of Indian Detergent Giant Surf Excel and Suggesting Measures To Regain Lost Market Share

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Project Report

In The Partial Fulfillment of final project

Master in Business Administration (MBA)

Dr. Francis Sudhakar

National Institute of Technology, Warangal-506004

APPROACH TO THE PROBLEM

Table 2: Buyer Stimulus-Response model, Source: Kotler, 2000 (KKKJ)

Table 3: Consumer decision making process flow

DATA ANALYSIS PLAN

Surf excel can improve its image by reducing the price

I would like a one stop solution for all my washing needs

I would like to hear about my ideal detergent through television

I am loyal to surf excel

Surf excel is a high quality brand

The ideal detergent should be frangrant and fresh to smell,

Figure 1: diagram based on the responses from the depth interviews.

STRUCTURE OF THE QUESTIONNAIRES

What is the current brand of detergent you are using?

Identifying the current users

Which detergents have you used in the past?

Identifying market potential

Which product variety of Surf would you like to use?

Nature of the product

What kind of smell would you like in your detergent?

Features of the product

What packet sizes of detergents do you generally use?

In a detergent could you please indicate key features

Attributes Competitive analysis Segmentation

Why do you use the current brand?

Brand loyalty, preference of consumer and product perception

what will be your response?

What is your most preferred promotional scheme?

Which brand has the most influential ads?

Through which medium of promotion you are more likely influenced?

Does your consumption of washing powder vary seasonally?

Nature of powder used

How loyal are you to your current brand of detergent?

Direct question on brand loyalty. To check consistency with Q16

Attributes Segmentation Attributes Brand marketing Brand marketing

Do technological innovations in detergents influence your decision to buy the detergent?

Quality and performance of brand

Demographic data on consumer segmentation

Demographic data on consumer segmentation

Demographic data on consumer segmentation

Which part of the country do you originally belong to?

Demographic data on consumer segmentation Demographic data on consumer segmentation

What is you education level?

How much Shop space is allocated to detergents?

What proportion of the allocated space is allotted to Surf?

What brand according to you rates highest in terms of quality?

Are there any seasonal variations in demand for detergent?

To understand if there is any seasonality factor in the detergent market

To know the extent of the seasonality

ADMINISTERING THE QUESTIONNAIRE

Respondent breakup by Age

<25 years 28% 44% 25-35 years >35 years

Figure 2: Respondent breakup via Age groups

Figure 3: Respondents break up - % wise

Figure 4: Respondent break up by gender

Respondent breakup by Geographic location

10% 32% North South 34% West East

Figure 5: Respondent breakup by geographic location

Demand Potential of Surf