COMPARATIVE STUDY OF SAVLON, DETTOL AND LIFEBUOY SOAP IN MUMBAI

1|Page

SR. NO.
1

INTRODUCTION TO SOAP
1.1 Soaps 1.2 Soap history 1.3 Ingredients of Soap

TABLE OF CONTENT

PAGE NO.
1-3

SOAP INDUSTRY IN INDIA

2.1 2.2 2.3 2.4 2.5 2." Soap Category in India Overview of Indian soap Category History of Soap in India Brand Positioning then and now Cons !er se today Cons !er preferen#es

4-6

MARKETING OF SOAP
3.1 $irana Store 3.2 Pan Beedi Shops 3.3 %epart!enta& Store

COMPANY PROFILE
4.1 '(o t Co!pany 4.2 )a#ts a(o t *ohnson + *ohnson 4.3 )a#ts On Stress In ,or-p&a#e

8-

!EALT! SOAPS
5.1 '(o t Sav&on Soap 5.2 '(o t %etto& Soap 5.2.1 %etto& Origina& Soap 5.2.2 %etto& S-in#are Soap 5.2.3 %etto& Coo& Soap 5.2.4 %etto& )resh Soap 5.3 '(o t .ife( oy Soap 5.3.1 So!e )a#ts

1"-1#

13-14 " OB$ECTIVE AND SCOPE OF PRO$ECT

".1 O(/e#tives ".2 S#ope ".3 Hypothesis ".4 .i!itations ".4.1 Strength &i!itation ".4.2 Cost &i!itation ".4.3 0i!e &i!itation ".4.4 .iterat re 1eview &i!itation

LITERATURE REVIE%
2.1 Sav&on hea&s witho t h rting 2.2 0he Power of Contrast

1&-16

RESEARC! DESIGN AND MET!ODOLOGY

3.1 1esear#h design 3.2 1esear#h approa#h 3.3 Sa!p&ing 4ethod 3.4 1esear#h instr !ent 3.5 %ata 'na&ysis !ethod 3." %ata Co&&e#tion 3.".1 Pri!ary %ata

17-1

2|Page

3|Page

INDE'
SR. NO.
1 2 3 4 5 " 2 3 < 1: 11 12 13 14

TOPIC
I501O%6C0IO5 0O SO'P SO'P I5%6S017 I5 I5%I' 4'1$80I59 O) SO'P CO4P'57 P1O)I.8 H8'.0H SO'PS OB*8C0I;8 '5% SCOP8 O) P1O*8C0 .I081'0618 18;I8, 18S8'1CH '5% 480HO%O.O97 %'0' '5'.7SIS SPSS '5'.7SIS )I5%I59S '5% 18CO4485%'0IO5 CO5C.6SIO5 %'0' SO61C8S '558=618

PAGE NO.
1 4 2 3 1: 13 15 12 2: 3: 3< 42 43 44

4|Page

1. INTRODUCTION TO SOAP
1.1 SOAPS
Soaps are sef & for #&eaning (e#a se soap !o&e# &es have (oth a hydrophi&i# end> whi#h disso&ves in water> as we&& as a hydropho(i# end> whi#h is a(&e to disso&ve nonpo&ar grease !o&e# &es. '&tho gh grease wi&& nor!a&&y adhere to s-in or #&othing> the soap !o&e# &es #an for! !i#e&&es whi#h s rro nd the grease parti#&es and a&&ow the! to (e disso&ved in water. 0he hydropho(i# portion ?!ade p of a &ong hydro#ar(on #hain@ disso&ves dirt and oi&s> whi&e the ioni# end disso&ves in water. 0herefore> it a&&ows water to re!ove nor!a&&yAinso& (&e !atter (y e! &sifi#ation.

1.# SOAP !ISTORY

0raditiona&&y> soap has (een !an fa#t red fro! a&-a&i ?&ye@ and ani!a& fats ?ta&&ow@> a&tho gh vegeta(&e prod #ts s #h as pa&! oi& and #o#on t oi& #an (e s (stit ted for ta&&ow. '!eri#an #o&onists had (oth !a/or ingredients of soap in a( ndan#e and so soap !a-ing (egan in '!eri#a d ring the ear&iest #o&onia& days. 0a&&ow #a!e as a (yA prod #t of s&a ghtering ani!a&s for !eat> or fro! wha&ing. )ar!ers prod #ed a&-a&i as a (yAprod #t of #&earing their &andB nti& the nineteenth #ent ry wood ashes served as the !a/or so r#e of &ye. 0he soap !an fa#t ring pro#ess was si!p&e> and !ost far!ers #o &d th s !a-e their own soap at ho!e. 0he !a/or ses for soap were in the ho seho&d> for washing #&othes and for toi&et soap> and in teCti&e !an fa#t ring> parti# &ar&y for f &&ing> #&eansing> and s#o ring woo&en st ffs. Be#a se #o&onia& '!eri#a was r ra&> soap !a-ing re!ained wide&y dispersed> and no &arge prod #ers e!erged. 0he growth of #ities and the teCti&e ind stry in the ear&y nineteenth #ent ry in#reased soap sage and sti! &ated the rise of soap!a-ing fir!s. By 134:> Cin#innati> then the &argest !eatpa#-ing #enter in the 6nited States> had (e#o!e the &eading soapA!a-ing #ity as we&&. 0he #ity (oasted at &east seventeen soap fa#tories> in#& ding Pro#ter and 9a!(&e ?esta(&ished 1332@> whi#h was destined to (e#o!e the nationDs do!inant fir!. ' !a/or #hange in soap !a-ing o## rred in the 134:s when !an fa#t rers (egan to rep&a#e &ye !ade fro! wood ashes with soda ash> a &ye !ade thro gh a #he!i#a& pro#ess. '&!ost a&& soap !a-ers a&so prod #ed ta&&ow #and&es> whi#h for !any was 5|Page

their !a/or ( siness. 0he fir!s !ade soap in enor!o s s&a(s> and these were so&d to gro#ers> who s&i#ed the prod #t &i-e #heese for individ a& #ons !ers. 0here were no (rands> no advertising was dire#ted at #ons !ers> and !ost soap fa#tories re!ained s!a&& (efore the Civi& ,ar. 0he period (etween the end of the Civi& ,ar and 1<:: (ro ght !a/or #hanges to the soap ind stry. 0he !ar-et for #and&es di!inished sharp&y> and soap !a-ers dis#ontin ed that ( siness. 't the sa!e ti!e> #o!petition rose. 4any soap !a-ers (egan to (rand their prod #ts and to introd #e new varieties of toi&et soap !ade with s #h eCoti# ingredients as pa&! oi& and #o#on t oi&. 'dvertising> at first !odest ( t #onstant&y in#reasing> (e#a!e the !a/or innovation. In 13<3 Pro#ter and 9a!(&e spent E125>::: to pro!ote Ivory soap> and (y 1<:5 the sa&es ( dget for that prod #t a&one eC#eeded E4::>:::. 'dvertising proved a!aFing&y effe#tive. In 1<:: soap !a-ers #on#entrated their advertising in newspapers ( t a&so advertised in street#ars and trains. G i#- to re#ogniFe the #o!! ni#ations revo& tion> the soap ind stry pioneered in radio advertising> parti# &ar&y (y deve&oping dayti!e seria& dra!as. Pro#ter and 9a!(&e originated 4a Per-ins> one of the ear&iest> !ost s ##essf &> and !ost &ongA&ived of the genre that #a!e to (e -nown as Soap Operas> to advertise its OCydo& soap in 1<33. By 1<"2 !a/or soap fir!s spent approCi!ate&y E25: !i&&ion per year for advertising> of whi#h <: per#ent was te&evision advertising. In 1<""> three o t of the top five te&evision advertisers were soap !a-ers> and Pro#ter and 9a!(&e was te&evisionDs (iggest sponsor> spending E1"1 !i&&ion. 'dvertising p t &arge soap !a-ers at a #o!petitive advantage> and (y the &ate 1<2:s three fir!s had #o!e to do!inate the ind stryH ?1@ Co&gateAPa&!o&iveAPeet> in#orporated as s #h in 1<23 in 5ew 7or- State> a&tho gh origina&&y fo nded (y ,i&&ia! Co&gate in 13:2B ?2@ .ever Brothers> an 8ng&ish #o!pany that deve&oped a f && &ine of heavi&y advertised soaps in the nineteenth #ent ry and in 13<2 and 13<< p r#hased fa#tories in Boston and Phi&ade&phiaB and

"|Page

?3@ Pro#ter and 9a!(&e. In 1<4: the I(ig threeIJCo&gate> .ever> and Pro#ter and 9a!(&eJ #ontro&&ed a(o t 25 per#ent of the soap !ar-et. 0he fo&&owing ingredients are often sed in hand dishwashing soaps and detergentsB not a&& prod #ts #ontain a&& ingredients.

1.3 INGREDIENTS OF SOAP

C&eaning 'gentsKS rfa#tants &ift dirt and soi& and prod #e good greaseA # tting #apa(i&ity. Sta(i&ity and %ispensing 'ids -eep the prod #t #onsistent nder varying storage #onditions and provide desira(&e dispensing #hara#teristi#s. 4i&dness 'dditives !ay in#& de !oist riFing agents> #ertain oi&s and e!o&&ients> #ertain protein #o!po nds> or other ne tra&iFing or (enefi#ia& ingredients. )ragran#e is added to prod #e a p&easant or distin#tive s#ent. Preservatives he&p prevent any !i#ro(io&ogi#a& growth in the prod #t that #o &d #a se #o&or or odor #hange> poor perfor!an#e andKor separation of the ingredients. Co&orants are added to &end individ a&ity and an appea&ing appearan#e to the prod #t. 8nFy!es he&p (rea- down to gh stains and ( rnedAon soi&s. 8n#aps &ates de&iver sta(i&ity for spe#ia& !ateria&sKadditives ?e.g.> !oist riFer or fragran#e@.

2|Page

#. SOAP INDUSTRY IN INDIA

#.1 S()* C)+,-(./ 01 I120)
Soap is a prod #t that !any peop&e !ight ta-e for granted or #onsider rather ordinary> ( t for so!e> &athering p #an (e a treas red part of a !orning or night&y ro tine. S#ented or ns#ented> in (ars> ge&s> and &iL ids> soap is a part of o r dai&y &ives. In the 6nited States> soap is a E1.3<: !i&&ion ?6SE@M ind stry with over 5: !ass !ar-et (rands. B t in so!e !ar-ets the sa&es potentia& for soap is on&y (eginning to (e rea&iFed. 't the end 2:::> soap was a E1.:32 !i&&ion ?6SE@M ( siness in India. I))Ds !ar-eting eCperts offer the fo&&owing overview of this growing #ategory. In India> soaps are avai&a(&e in five !i&&ion retai& stores> o t of whi#h> 3.25 !i&&ion retai& stores are in the r ra& areas. 0herefore> avai&a(i&ity of these prod #ts is not an iss e. 2:N of IndiaDs pop &ation resides in the r ra& areasB hen#e aro nd 5:N of the soaps are so&d in the r ra& !ar-ets

#.# O3,.30,4 (5 +6, I120)1 S()* C)+,-(./

India is a vast #o ntry with a pop &ation of 1>:3: !i&&ion peop&e. Ho seho&d penetration of soaps is <3N. Peop&e (e&onging to different in#o!e &eve&s se different (rands> whi#h fa&& nder different seg!ents> ( t a&& in#o!e &eve&s se soaps> !a-ing it the se#ond &argest #ategory in India ?detergents are n !(er one@. 1 ra& #ons !ers in India #onstit te 2:N of the pop &ation. 1 ra& de!and is growing> with !ore and !ore soap (rands (eing &a n#hed in the dis#o nt seg!ent targeting the &ower so#ioA e#ono!i# strata of #ons !ers.

#.3 !07+(./ (5 S()* 01 I120)

% ring the British r &e in India> .ever Brothers 8ng&and introd #ed !odern soaps (y i!porting and !ar-eting the! in India. However> 5orth ,est Soap Co!pany #reated the first soap !an fa#t ring p&ant in India> whi#h was sit ated in the #ity of 4eer t> in the state of 6ttar Pradesh. In 13<2> they started !ar-eting #o&d pro#ess soaps.M

3|Page

% ring ,or&d ,ar I> the soap ind stry f&o ndered> ( t after the war> the ind stry f&o rished a&& over the #o ntry. 4r. *a!shed/i 0ata set p IndiaDs first indigeno s soap !an fa#t ring nit when he p r#hased O$ Co#on t Oi& 4i&&s at Co#hin $era&a aro nd 1<13. O$ 4i&&s #r shed and !ar-eted #o#on t oi& for #oo-ing and !an fa#t red #r de #o&d pro#ess &a ndry soaps that were so&d &o#a&&y. It was rena!ed 0he 0ata Oi& 4i&&s Co!pany and its first (randed soaps appeared on the !ar-et in the ear&y 1<3:s. Soap (e#a!e a ne#essity for the !oneyed #&ass (y aro nd 1<32. *Cold process soaps are manufactured by mixing all ingredients (soap base, perfume, fillers, actives, etc.) in a large pot and heating them up to 70 degrees while they are stirred manually. nce the mixture is ready, the soap is plodded based on its si!e with the logo by a machine. "n a machine made soap, the mixing process is called milling and this is done by a rotary operated machine and not manually.

#.4 B.)12 P(70+0(101- T6,1 )12 N(4

Soap !an fa#t rers origina&&y targeted their prod #ts to the &owest in#o!e strata in r(an as we&& as r ra& areas> positioning their (rands as a way to re!ove dirt and #&ean the (ody. )or so!e (rands> that positioning persists even today with a fo# s on re!ova& of (ody odor and -eeping the ser hea&thy. However> soap positionings are !oving towards s-in #are as a va& eAadded (enefit.

#.& C(1789,. U7, T(2)/

0oi&et soaps are a&ways sed in the (ar for!Jthere is no other for! in the Indian !ar-etJand they are sed in the (ath. Showers are a distant drea! for 2:N of IndiaOs pop &ation> who &ive in the vi&&ages where there is not even a reg &ar s pp&y of drin-ing water. In the r(an areas> peop&e (athe (y sing a ( #-et of water> ! g> and a (ar of soap. In vi&&ages> they s a&&y (athe (y the river (an- or vi&&age ponds. '&tho gh !ost of the r(an ho ses have a shower fa#i&ity> showers are se&do! sed (e#a se of the s#ar#ity of water.

<|Page

,ith in#rease in disposa(&e in#o!es> growth in r ra& de!and is in#reasing (e#a se #ons !ers are !oving p towards pre!i ! prod #ts. However> in the re#ent past there has not (een ! #h #hange in the vo& !e of pre!i ! soaps in proportion to e#ono!y soaps> (e#a se in#rease in pri#es has &ed so!e #ons !ers to &oo- for #heaper s (stit tes.

#.6 C(1789,. P.,5,.,1:,7

Cons !er preferen#es are varied and are !ore regiona&&y spe#ifi#. India is divided into fo r regionsH 5orth> 8ast> ,est> and So th.

Cons !ers in the N(.+6 prefer pin- #o&ored soaps> whi#h have f&ora& profi&es. Here the fragran#e preferen#e is for !ore sophisti#ated profi&es ref&e#ting their &ifesty&es. )reshness soaps with &i!e and #itr s notes are a&so pop &ar preferen#es as the #&i!ate in the 5orth is very hot and #itr sK&i!e s#ented soaps are seen to (e refreshing.

0he E)7+ is not a (ig soap !ar-etB hen#e no parti# &ar preferen#e s-ews. Cons !ers in the %,7+ eChi(it preferen#es for strong> i!pa#tf & fragran#es and so!ewhat harsher profi&es #o!pared to the 5orth. Preferen#es are !ore for the pin- soaps with f&ora& fragran#es> pri!ari&y rose> whi#h are positioned on the (ea ty p&atfor!.

In the S(8+6> the s-ew is towards spe#ifi# soap seg!ents &i-e the Her(a&K'y rvedi# profi&es and a&so the Sanda& profi&es. Cons !ers here do not eChi(it high (rand &oya&ty and are ready to eCperi!ent and try o t new (rands. Hen#e> !ost fast !oving #ons !er goods #o!panies tend to &a n#h their new (rands in these !ar-ets> whi#h they #a&& test &a n#h !ar-ets.

1: | P a g e

3. MARKETING OF SOAP
Soap is pri!ari&y targeted towards wo!en> as they are the #hief de#isionA!a-ers in ter!s of soap p r#hase. 4edi#ated positionings &i-e ger! -i&&ing and antiA(a#teria& are !ar-eted to fa!i&ies. '(o t 25N of soap #an (e (o ght thro gh these different types of o t&etsH 3.1 K0.)1) S+(.,; 0his is the !ost #o!!on so r#e for ( ying soap> whi#h s a&&y for!s a part of the !onthOs gro#ery &ist ?whi#h is p r#hased fro! these $irana Stores@. Cons !ers eChi(it &oya&ty to these stores> whi#h is &arge&y dependent on proCi!ity to #ons !ersO ho!es. Here #ons !ers ( y a#ross the #o nter and do not have an option of (rowsing thro gh disp&ay she&ves. 3.# P)1-B,,20 S6(*7; 0hese are rea&&y s!a&& shops> a&!ost &i-e hand#arts> and they are pri!ari&y set p to dispense #igarettes and #hewing to(a##o. However> one wo &d find s #h a shop at every #orner and they are the !ain so r#es of soap p r#hase for the &ower so#ioAe#ono!i# #&asses. 0hese -inds of shops eCist (y the doFen in r ra& areas. 3.3 D,*).+9,1+ S+(.,; In India> there are very few depart!ent stores and the PIndianisedQ version of depart!ent stores are #a&&ed PSaha-ari Bhandars.Q It is sti&& a fair&y new #on#ept. However> depart!ent stores have good disp&ay #o nters and this is the on&y p&a#e where #ons !ers get a first hand eCperien#e of shopping and #hoosing fro! avai&a(&e options. Here soap pri#es are a&so dis#o nted (e&ow the retai& pri#es.

11 | P a g e

4. COMPANY PROFILE
4.1 ABOUT COMAPNY $(617(1 < $(617(1 was fo nded !ore than 12: years ago on a revo& tionary
ideaH %o#tors and n rses sho &d se steri&e s t res> dressings and (andages to treat peop&esO wo nds. Sin#e then> *+* have (ro ght to the wor&d> new ideas and prod #ts that have transfor!ed h !an hea&th and we&&A(eing. 0he #o!panyOs )a!i&y of Co!panies is organiFed into severa& ( siness seg!ents #o!prised of fran#hises and therape ti# #ategories A Cons !er Hea&th Care> 4edi#a& %evi#es + %iagnosti#s and Phar!a#e ti#a&s. *ohnson + *ohnson spread its roots to the wor&dOs &argest de!o#ra#y> India> d ring the ende!i# postAindependen#e t r!oi& of 1<42. It was 4r. Patri#- ,ha&ey who set a(o t with #onfiden#e and deter!ination d ring this period of t r( &en#e to (egin the worof esta(&ishing *ohnson + *ohnson in the s (#ontinent. 0hings progressed L i#-&y and (y 1<43> *ohnsonOs Ba(y Powder was (eing !an fa#t red (y British %r g Ho se in Pra(hadevi> Bo!(ay> and !ar-eted (y the #o!pany. In the 5: years of operating in India> *ohnson + *ohnson .i!ited> India has gained a rep tation for de&ivering highAL a&ity prod #ts. 0oday> the #o!pany e!p&oyees !ore than 2::: peop&e and the ( sinesses span Cons !er> 4edi#a& %evi#es and %iagnosti#s> Phar!a#e ti#a&s and ;ision Care. *ohnson + *ohnson India is an e!p&oyer of #hoi#e and is a re#ipient of severa& awards> whi#h re#ogniFe it as one of the (est e!p&oyers in India Other #ons !er prod #ts &i-e 08$ tooth(r shes> *ohnsonOs Ba(y Crea! and Pri#-&y Heat Powder fo&&owed s it. However> high&y spe#ia&iFed prod #ts &i-e Be&&adonna p&asters> phar!a#e ti#a&s and Per!a#e& 0apes were i!ported fro! the parent #o!pany. It was on&y ten years &ater that the #o!pany (egan to !an fa#t re its own prod #ts.

12 | P a g e

In Septe!(er 1<52> a new #o!pany> *ohnson + *ohnson India .td. was #reated and registered with twe&ve e!p&oyees on its ro&&s. In the 5: years sin#e its esta(&ish!ent as a !odest 12Ae!p&oyee o tfit> *ohnson + *ohnson .td. has gained a rep tation for de&ivering highAL a&ity prod #ts at #o!petitive pri#es. 0heir s ##ess> they (e&ieve> ste!s fro! their sta n#h #o!!it!ent to #aring for and #atering to the needs of their # sto!ers and e!p&oyees.

4.# FACTS ABOUT $O!NSON AND $O!NSON

)o nded in 133" in 5ew Br nswi#-> 5ew *ersey. HeadL arters sit ated in 5ew Br nswi#- for !ore than 12: years. *OH5SO5DSR Ba(y Powder> fro! *ohnson + *ohnson Cons !er Prod #ts Co!pany> introd #ed in 13<3. Internationa& eCpansion started in 1<1< with *ohnson + *ohnson> Canada. B'5%A'I%R Brand 'dhesive Bandages> fro! *ohnson + *ohnson Cons !er Prod #ts Co!pany> introd #ed in 1<21. Co!pany was fa!i&yAowned nti& &isted on 57S8 in 1<44. %ividends iss ed to shareowners every L arter sin#e 1<44. 07.85O.R ?a#eta!inophen@> fro! 4#5ei& Cons !er + Spe#ia&ty Phar!a#e ti#a&s> &a n#hed as a #ons !er prod #t in 1<":. )a!i&y of #o!panies #onsisting of !ore than 25: operating #o!panies in 52 #o ntries. 11<>4:: e!p&oyees> !ore than 4:>::: in the 6nited States

13 | P a g e

&. !EALT! SOAPS

&.1 ABOUT SAVLON SOAP
Positioned as the P9ent&e 'nti Ba#teria soapQ Sav&on soap was re&a n#hed in 2::2. 0he gent&e eL ity of Sav&on was derived fro! !other (rand Sav&on antisepti# &iL id whi&e Psoft on s-inQ gives the (rand spa#e to !eaningf &&y differentiate it fro! other anti (a#teria soaps. 0he (rand p&ays in the pre!i ! soap #ategory and was eCtended to the a&oe ;era variant in the year 2::3. 0he prod #t is # rrent&y avai&a(&e in 25 g! and 125 g! in 2 &ead variants na!e&y 9&y#erin + '&oe ;era

&.# ABOUT DETTOL SOAP

%etto& soap has fo r variants in the !ar-et avai&a(&e nationa&&y A %etto& Origina&> %etto& S-in#are> and new&y &a n#hed %etto& )resh. 0he new i!proved soap range #ontin es to (ear re#o!!endation fro! I4' A India 4edi#a& 'sso#iation.

&.#.1 Dettol Original Soap

5ew and I!proved %etto& Origina& Soap is spe#ia&&y for! &ated for everyday se. %etto& Origina& Soap is 1: ti!es (etter at fighting ger!sM. So give %etto&Ds tr sted prote#tion to the entire fa!i&y. 'vai&a(&e in three siFes A 12:g> 2:g and 35g.

&.#.# Dettol Skincare Soap

%etto& S-in#are Soap offers the perfe#t (a&an#e (etween yo r (ea ty and prote#tion needs. %etto& S-in#are Soap is for! &ated with !oist risers to he&p no rish yo r soft s-in. 'vai&a(&e in three siFes A 12:g> 2:g and 35g. 14 | P a g e

&.#.3 Dettol Cool Soap

%etto& Coo& Soap #o!(ines %etto&Ds tr sted prote#tion with the #oo&ness of !entho&. ' (ath with %etto& Coo& Soap wi&& not on&y refresh and reAenergiFe yo > ( t a&so give yo prote#tion fro! ger!s. 'vai&a(&e in three siFes A 12:g> 2:g and 35g.

&.#.4 Dettol Fresh Soap

%etto& )resh Soap #o!(ines %etto&Ds tr sted prote#tion with a p&easant fresh fragran#e 7o not on&y stay prote#ted fro! ger!s ( t a&so -eep fresh for &ong. 'vai&a(&e in two siFes A 12:g and 2:g

&.3 ABOUT LIFEBUOY SOAP

LIFEBUOY=S vision is> P4a-ing a (i&&ion Indians fee& safe and se# re (y !eeting a&& their hea&th and hygiene needsQ. 0r e to its vision> the wor&dDs &argest se&&ing soap> offers a #o!pe&&ing hea&th (enefit to the entire fa!i&y. .a n#hed in 13<5> .ife( oy> for over 1:: years> has (een synony!o s with hea&th and va& e. 0he honest + hard wor-ing soap> with its distin#tive perf !e and pop &ar /ing&e> has #arried the .ife( oy !essage of hea&th a#ross the &ength and (readth of the #o ntry. .ife( oy a&so offers spe#ifi# hea&th (enefits thro gh spe#ia&ised prod #t for!ats &i-e .ife( oy Hand,ash + .ife( oy C&ears-in> whi#h provides treat!ent and prote#tion against a#ne.

15 | P a g e

&.3.1 SOME FACTS

0oday .ife( oy is !ain&y so&d in 'sia and parts of 'fri#a. It is !ar-et &eader in every 'sian !ar-et where it is so&d .ife( oy soap has (een proven in &a(oratories to provide 1::N !ore effe#tive ger! prote#tion than ordinary soaps 0o date> 2: !i&&ion peop&e in r ra& India a&ong have eCperien#ed the pioneering> .ife( oy sponsored Hea&th 8d #ation progra!!e S the sing&e &argest private hygiene ed #ation progra!!e in the wor&d

In 2::5> .ife( oy was awarded a DCitiFen BrandD a##o&ade in Indonesia in re#ognition of the wor- the (rand has nderta-en in hand wash ed #ation 5ear&y ha&f of the .ife( oy (randDs #ons !ption is in r ra& 'sia> where !ost of the pop &ation &ive on &ess than 6SE1 per day

.ife( oy soap .ife( oy handwash

.ife( oy .ife( oy #&ear s-in

shower

ge&

1" | P a g e

6. OB$ECTIVE AND SCOPE OF PRO$ECT

6.1 O>?,:+03,7 (5 +6, *.(?,:+;a. 0o deter!ine the awareness &eve& of sav&on soap with respe#t to detto& and &ife( oy in the ! !(ai !ar-et. (. 0o identify the per#eption of #ons !ers towards S';.O5 soap with respe#t to detto& and &ife( oy in the ! !(ai !ar-et. #. 0o deter!ine the effe#t of prod #t pro!otions in#& ding advertising> sa&es pro!otions> and p (&i# re&ations on the ( ying (ehavior of #ons !ers for soaps. d. 0o deter!ine the i!portan#e of attri( tes ?the driving fa#tors@ for the #ons !ers whi&e p r#hasing the soap.

6.# S:(*, (5 +6, *.(?,:+;a. Pro/e#t was spe#ifi#a&&y #arried o t in 4 !(ai regionA?City@. (. Sa!p&e siFe se&e#ted was of 5: respondents. #. On&y hea&th #ategory of soap was se&e#ted for the pro/e#t. d. G estionnaire was sed for pri!ary data #o&&e#tion

12 | P a g e

6.3 !/*(+6,707 (5 +6, *.(?,:+;H:?1@H Cons !er 'wareness for Sav&on soap is thro gh 1etai& %isp&ay. H1?1@H Cons !er 'wareness for Sav&on soap is not thro gh 1etai& %isp&ay. H:?2@H %etto& and Sav&on soap are preferred on (asis of hygiene and &ife( oy is preferred on (asis of pri#e. H1?2@H %etto& and Sav&on soap are not preferred on (asis of hygiene and &ife( oy is a&so not preferred on (asis of pri#e.

6.4 L090+)+0(17;6.4.1 S+.,1-+6 L090+)+0(17; 'deL ate efforts have (een ta-en to a##o!p&ish the resear#h a##ording to the o(/e#tives. B t as the resear#h tea! is #onsisted of on&y one !e!(er therefore it was not possi(&e to #over !ore additiona& areas> whi#h wo &d o(vio s&y give (etter res &t. 6.4.# C(7+ @090+)+0(17; 0he inAdepth interview sho &d (e #ond #ted with the he&p of eCperien#e !oderator ( t it was very #ost sensitive. So> the interview was ta-en (y se&f whi#h !ight #rept few errors on the resear#h. 6.4.3 T09, L090+)+0(1; 0he type of the st dy reL ired a detai& interview of (oth !an and wo!en residing at ho!es. 0here(y a tre!endo s diffi# &ty was fa#ed in getting a##ess to different ho ses> espe#ia&&y in the a(sen#e of so!e !a&e and fe!a&e d ring dayti!e who are servi#e ho&ders. 'gain these peop&e s a&&y fa&&(a#- fro! different offi#es or ( sinesses after d s- and en/oy their ti!es at ho!e> so ta-ing interview d ring that ti!e (e#a!e an irritation for the!. On the other hand> !aCi! ! of the fe!a&e who were ho sewives residing at ho!e were fo nd ( sy after 11 a! with their dai&y ro tine /o(s &i-e #oo-ing. 0herefore a very &i!ited period of day was fo nd s ita(&e for #ond #ting the s rvey. '&so> the interview was #ond #ted on&y in the 4 !(ai #ity (e#a se of the ti!e &i!its

13 | P a g e

6.4.4

L0+,.)+8., .,30,4 @090+)+0(1;

's this st dy has (een done first ti!e in 5avi 4 !(ai 1egion> the &iterat re reviews were not very hea&thy eno gh. 4oreover> there was very &itt&e infor!ation fo nd of so!e of the topi# for the &iterat re review.

2. .I081'0618 18;I8,
7.1 S)3@(1 ; !,)@7 %0+6(8+ !8.+01!ARIS! B Sav&on was a (rand owned (y a phar!a#e ti#a& 45C ICI &td. .ater ICIDs O0C (rands was a#L ired (y *ohnson + *ohnson . Sav&on was re&a n#hed in Indian !ar-et in 1<<3. 0he (rand was eCpe#ted to give the !ar-et &eader %etto&> a r n for its !oney. B t even after !i&&ions of r pees spent> %etto& sti&& r &es the antisepti# &otion !ar-et. 0his arti#&e shows as to why Sav&on was a (etter antisepti# than %etto&> and then too why Sav&on was not a(&e to ho&d itse&f in the !ar-et. It a&so shows the strategy adopted (y %etto& whi#h was not eCpe#ted (y *+* to fight the p#o!ing antisepti# (rand> the de#isions too- (y *+* and its effe#t on the (rand TS';.O5O. It a&so in#& des &a n#h of Sav&onOs soap> strategies adopted (y H6. to #o!pete %etto& soap> and fina&&y the drop of sav&on soap (y H6.. 6+6 $)1 #""

1< | P a g e

7.# T6, *(4,. (5 :(1+.)7+

S. R)9,76 K89). )12 B. S6,A).

##12 A8- #""

0his arti#&e says that !ar-eters ! st se the aspe#t of #ontrast #reative&y so as to & re the #ons !ers. It a&so shows that the prod #t attri( tes of a &eader ?%etto&@ #reate a per#eption that high&ights the #ontrast when there is a fo&&ower (rand ?Sav&on@. 0his approa#h is eCtre!e&y sef & to fast !oving #ons !er goods where differentiation is diffi# &t to s stain in the &ong r n. 4ar-eters thro gh advertise!ents> a&ongwith #onveying the positioning of the (rand> sho &d #reate a #ontrast that #ons !ers wi&& (e a(&e to a##ept and in#orporate over a period of ti!e. 0he #ontrast wo &d have to (e re&evant to the positioning of the (rand.

2: | P a g e

3. 18S8'1CH 480HO%O.O97
3.1 1esear#h %esignH
0he p rpose of this st dy is to gain #ons !er insights a(o t S';.O5 (ath soap and #o!paring it with %800O. and .I)8B6O7 whi#h are the two !ain soap (rands in Hea&th #ategory in the #onteCt of 4 !(ai 1egion.

3.2 1esear#h 'pproa#hH

0he respondents wi&& (e the #ons !ers and sers of (ath soap ?(ar shape@ who are interested to #ooperate. 0o #o&&e#t the data the inAdepth interview !ethod with he&p of L estionnaire is sed.

3.3 Sa!p&ing 4ethodH

0he inAdepth interview for this st dy was &i!ited to 4 !(ai region on&y d e to #ertain &i!itations. '&so> it has (een !entioned ear&ier that> the interview was on&y on the #ons !ers and sers of (ath soap. 0hey were interviewed for !ini! ! of 1: !in tes. 0he sa!p&e siFe was 5: for this st dy. 1ando! Sa!p&ing !ethod was sed for se&e#ting sa!p&es.

3.4 1esear#h Instr !entH

21 | P a g e

Conta#ting the # sto!er persona&&y and st dying the response fro! the L estionnaire fi&&ed.

3.5 %ata 'na&ysis 4ethodH

0he data ana&ysis of this resear#h was represented on L a&itative as we&& as L antitative !anner. 'pp&i#ation pa#-ages &i-e Offi#e =P ?4i#rosoft ,ord> 4i#rosoft 8C#e&@ and SPSS were sed.

3." %ata Co&&e#tionH

3.".1 Pri!ary %ataB
G estionnaires for inAdepth dis# ssions with vario s respondents to (e interviewed d ring pri!ary s rvey were designed d ring this phase. .ist of #onta#ts were a&so prepared d ring this phase. 0his invo&ved inAdepth fa#eAtoA fa#e dis# ssions vario s respondents. 8.6.1.1 P0@(+ 50,@2 78.3,/ Pi&ot fie&d s rvey was #ond #ted with the intention of testing the va&idity of the L estionnaires for f &fi&&ing the o(/e#tives to the st dy. 0he L estionnaires and the &ist of #onta#ts were !odified (ased on responses of pi&ot fie&d s rvey. 8.6.1.# D,+)0@,2 50,@2 78.3,/ %etai&ed fie&d s rvey was &a n#hed si! &taneo s&y at vario s preA deter!ined #entersB infor!ation was #o&&e#ted thro gh fa#eAtoA fa#e interviews with respondents sing se!iAstr #t red sing se!iAstr #t red L estionnaires with

22 | P a g e

L estionnaires. G estionnaires were a&so sent thro gh !ai& and responses were #o&&e#ted.

3.".2 Se#ondary %ataH

0a-en data fro! vario s !agaFines> 5ewspaper and other pro!inent so r#e of infor!ation #o&&e#ted fro! different we(sites and sear#h engines.

3.2 OverviewH
R,7,).:6 T/*,; D)+) :(@@,:+0(1; O(/e#tive Pri!ary so r#e of data ?L estionnaire@> Se#ondary %ata ?internet> (oo-s> newspaper and vario s /o rna&s@ R,7,).:6 )**.():6; R,7,).:6 017+.89,1+; R,7,).:6; S0B,; R,7,).:6 S)9*@01-; T((@7 (5 2)+) )1)@/707; S rvey !ethod G estionnaire Se!iAStr #t red 5: Convenient sa!p&ing SPSS and 4i#rosoft 8C#e&

23 | P a g e

<. %'0' '5'.7SIS

<.1CH'10S '5% 8=P.'5'0IO5S .1.1 V).0,+/ (5 S()* U7)-,

24 | P a g e

)ro! the a(ove do ghn t #hart we #an see that> a!ong the tota& respondents 33N peop&e advo#ated for antisepti# soap and 33N peop&e advised for (ea ty #are soap. 'fter that> 1:N peop&e dire#ted a(o t (oth s-in #are soap and f&ower eCtra#t soap. '&so> there is &itt&e n !(er of respondents whi#h is on&y 3N peop&e re#o!!ended a(o t !edi#ated soap> her(a& soap and fr it eCtra#t soap. So> it is #&ear&y viewed that> antisepti# soap and (ea ty #are soap are !ore prefera(&e a!ong a&& the respondents.

.1.#

M)?(. D.0301- F):+(.7

)ro! the a(ove #o& !n diagra! we #an see that> whi&e p r#hasing new soap (oth the respondents first&y &oo- for (rand and their per#entage is 2"."2N. 0hen> se#ond&y they prefer (oth antisepti# L a&ity and (ea ty #are L a&ity and for these the per#entage is 23.33N. 'fter that> 1:.::N #ons !ers see- for (oth pri#e and ingredients. 'gain> 25 | P a g e

"."2N peop&e sear#h for (oth avai&a(i&ity and pa#-aging. )ina&&y> on&y 3.33N peop&e h nt for few other fa#tors whi#h are pa#- siFe> advertise!ents> and shop-eeperOs opinion. 0h s #o!panies sho &d !a/or&y fo# s on the (rand and its antisepti# and (ea ty #are L a&ities.

.1.3 S()* P.,5,.,1:,

,e #an see fro! the a(ove do ghn t that> a!ong the tota& respondents 53N preferred %etto& as against .ife( oy and sav&on> on&y 24N preferred &ife( oy and a !ere 13N respondents preferred Sav&on. 0h s we #an !a-e o t the a##eptan#e &eve& of detto& is ! #h higher than the other two (rands of soap.

.1.4 R,7*(17,7 5(. 3).0(87 F,)+8.,7 .1.4.1 P.0:,

2" | P a g e

,e #an see fro! the a(ove do ghn t that> a!ong the tota& respondents 44N peop&e said that Pri#e is an i!portant fa#tor whi&e p r#hasing soap. 23N respondents stated that pri#e is so!ewhat i!portant whi&e p r#hasing and those are !ain&y (ea ty and s-in #are see-ers. On&y 12N respondents to&d that pri#e is the !ost i!portant fa#tor whi&e p r#hasing soap . .1.4.# B.)12 N)9,

,e #an see fro! the a(ove do ghn t that> a!ong the tota& respondents on&y 14N peop&e said that Brand na!e is an eCtre!e&y i!portant fa#tor whi&e p r#hasing soap. 3:N respondents se&e#ted for (oth i!portant and so!ewhat i!portant. However 2"N peop&e stated that Brand 5a!e is not at a&& i!portant whi&e p r#hasing soap. .1.4.3 F.)-1)1:,

22 | P a g e

,e #an see fro! the a(ove do ghn t that> a!ong the tota& respondents 42N peop&e said that )ragran#e is an i!portant fa#tor whi&e p r#hasing soap. 24N respondents stated that fragran#e is so!ewhat i!portant whi&e p r#hasing and those are !ain&y (ea ty and s-in #are see-ers. On&y 1:N respondents to&d that fragran#e is the !ost i!portant fa#tor whi&e p r#hasing soap. .1.4.4. !/-0,1,

,e #an see fro! the a(ove do ghn t that> a!ong the tota& respondents 43N peop&e said that Hygiene is an eCtre!e&y i!portant fa#tor whi&e p r#hasing soap> these are !ain&y hea&th #ons#io s #ons !ers. 4"N respondents stated that Hygiene is i!portant and so!ewhat i!portant whi&e p r#hasing soap. On&y "N respondents to&d that Hygiene is the not i!portant fa#tor whi&e p r#hasing soap. 0his shows the i!portan#e of hygiene in the soap ind stry.

23 | P a g e

.1.4.& F.,761,77

,e #an see fro! the a(ove do ghn t that> a!ong the tota& respondents a&!ost 25N peop&e said that they #onsider freshness whi&e p r#hasing soap. 0he re!aining respondents stated that freshness is not that i!portant whi&e p r#hasing soap.

.1.4.6 L)+6,.

,e #an see fro! the a(ove do ghn t that> a!ong the tota& respondents a&!ost 25N peop&e said that they #onsider &ather whi&e p r#hasing soap. 0he re!aining respondents stated that &ather is not that i!portant whi&e p r#hasing soap.

.1.&

R,7*(17,7 5(. !/-0,1, .1.&.1 D,++(@ 2< | P a g e

In the #o& !n graph a(ove we #an see that 32 respondents have rated %etto& as a good soap for hygiene and on&y 2 have rated it as a (ad soap. 0h s it shows that #ons !ers who want hygieni# soap have detto& in their !indset.

.1.&.# S)3@(1

In the #o& !n graph a(ove we #an see that 2< respondents have rated Sav&on as a good soap for hygiene and on&y 2 have rated it as a (ad soap. 0h s it shows that #ons !ers who are aware a(o t sav&on rate it as a (etter soap than detto&. 0h s the #o!pany sho &d !ar-et sav&on soap !ore effe#tive&y. 3: | P a g e

.1.&.3 L05,>8(/

In the #o& !n graph a(ove we #an see that 13 respondents have rated .ife( oy as an average soap for hygiene #o!pared to %etto& and Sav&on. 24 respondents have rated &ife( oy as a good soap for hygiene.

.1.6

R,7*(17,7 5(. F.)-.)1:, .1.6.1 D,++(@

In the #o& !n graph a(ove we #an see that on&y 3 respondents have rated %etto& as a very good soap for fragran#e !ay (e (e#a se of its hospita& -ind of s!e&&. .1.6.# S)3@(1

31 | P a g e

15

< 1 3 "2

In the #o& !n graph a(ove we #an see that 24 respondents have rated Sav&on as a good soap for fragran#e. 14 respondents have rated sav&on as not a good soap for fragran#e.

.1.6.3 L05,>8(/

In the #o& !n graph a(ove we #an see that on&y 5 respondents have rated .ife( oy as a very good soap for fragran#e. 14 respondents have rated &ife( oy as not a good soap for fragran#e. 32 | P a g e

.# ADDITIONAL DATA

0HIS 0'B.8 I5%IC'08S 0H'0 0H8 4'1$80 SH'18 O) S';.O5 CO4P'18% 0O %800O. ,'S ;817 .8SS. %68 0O H8';7 '%;810ISI59 S';.O5 ,'S )'CI59 %I))IC6.0I8S I5 I5C18'SI59 I0S

4'1$80 SH'18. P1ICI59 ,'S '.SO P184I64 'S CO4P'18% 0O %800O.. 0HIS .8'% 0O SHO10'98 I5

33 | P a g e

'CC8P0'5C8 8;85 0HO69H CO5S6481S ,818 ','18 O) 0H8 S';.O5 SO'P '5% I0S G6'.I0I8S.

0HIS 0'B.8 SHO,S 0H'0 4'*O1I07 O) 0H8 P8OP.8 P61CH'S8 SO'P )O1 B8'607 '5% H8'.0H.

1". SPSS ANALYSIS

1".1 C.(77+)>7 - A4).,1,77
O tp t Created Co!!ents Inp t %ata 1:A)8BA2:1: 1"H1:H33 CHU%o# !ents SettingsUindiraU%es-topUspss inp t.sav VnoneW VnoneW VnoneW 5: 6serAdefined !issing va& es are treated as !issing. Statisti#s for ea#h ta(&e are (ased on a&& the #ases with va&id data in the spe#ified range?s@ for a&& varia(&es in ea#h ta(&e. and sav&onUspss

)i&ter ,eight Sp&it )i&e 5 of 1ows in ,or-ing %ata )i&e 4issing Hand&ing ;a& e %efinition of 4issing Cases 6sed

SyntaC C1OSS0'BS K0'B.8SX'wareness B7 sav&onYinfor!ation K)O14'0X ';'.68 0'B.8S KS0'0IS0ICXCHISG KC8..SX CO650 KCO650 1O65% C8.. . 1eso r#es 8&apsed 0i!e :H::H::.55

34 | P a g e

%i!ensions 1eL ested Ce&&s 'vai&a(&e

2 11"5:3

C)7, P.(:,7701- S899)./ Cases ;a&id 5 'wareness M sav&on infor!ation 5: Per#ent 1::.:N 4issing 5 : Per#ent .:N 0ota& 5 5: Per#ent 1::.:N

A4).,1,77 C 7)3@(1 015(.9)+0(1 C.(77+)>8@)+0(1

sav&on infor!ation 'dvertising 22 < 31 ,O4 3 3 " 1etai& %isp&ay 2 3 1: 0ota& 'ny other 2 34 1 1" 3 5:

'wareness 'ware 5ot 'ware 0ota&

0hro gh the a(ove ta(&e of #ross ta(s whi#h #o!pared 'wareness &eve& and infor!ation a(o t sav&on> we #an #on#& de that !a/ority of the respondents were aware a(o t sav&on soap thro gh 'dvertisng and then thro gh 1etai& disp&ay. )ro! the tota& of 5: respondents 34 respondents were aware and 1" were not aware a(o t sav&on soap even tho gh they had heard the na!e (efore.

1".1.1 C60-SD8)., T,7+7

;a& e 1.:4:?a@ .<32 .:5< %f 3 3 1 'sy!p. Sig. ?2Asided@ .2<2 .3:" .3:2

Pearson ChiASL are .i-e&ihood 1atio .inearA(yA.inear 'sso#iation

35 | P a g e

5 of ;a&id Cases

5:

a 5 #e&&s ?"2.5N@ have eCpe#ted #o nt &ess than 5. 0he !ini! ! eCpe#ted #o nt is .<".

1".1.# !YPOT!ESIS TESTING H:?1@H Cons !er 'wareness for Sav&on soap is thro gh 1etai& %isp&ay. H1?1@H Cons !er 'wareness for Sav&on soap is not thro gh 1etai& %isp&ay. 0he &eve& of signifi#an#e of #hi sL are is !ore than :.5> th s we sho &d re/e#t the n && hypothesis and a##ept the a&ternate hypothesis that Cons !er 'wareness for Sav&on soap is not thro gh 1etai& %isp&ay> it is thro gh 'dvertising.

1".# C.(77+)>7 - P.,5,.,1:,

O tp t Created Co!!ents Inp t %ata 1:A)8BA2:1: 1"H12H33 CHU%o# !ents SettingsUindiraU%es-topUspss inp t.sav VnoneW VnoneW VnoneW 5: 6serAdefined !issing va& es are treated as !issing. Statisti#s for ea#h ta(&e are (ased on a&& the #ases with va&id data in the spe#ified range?s@ for a&& varia(&es in ea#h ta(&e. C1OSS0'BS K0'B.8SXSoapYPreferen#e B7 I!portantY)eat re K)O14'0X ';'.68 0'B.8S KS0'0IS0ICXCHISG KC8..SX CO650 KCO650 1O65% C8.. . 1eso r#es 8&apsed 0i!e %i!ensions 1eL ested Ce&&s 'vai&a(&e :H::H::.:: 2 11"5:3 and sav&onUspss

)i&ter ,eight Sp&it )i&e 5 of 1ows in ,or-ing %ata )i&e 4issing Hand&ing ;a& e %efinition of 4issing Cases 6sed

SyntaC

3" | P a g e

C)7, P.(:,7701- S899)./ Cases ;a&id 5 Soap Preferen#e I!portant )eat re M 5: Per#ent 1::.:N 4issing 5 : Per#ent .:N 0ota& 5 5: Per#ent 1::.:N

S()* P.,5,.,1:, C I9*(.+)1+ F,)+8., C.(77+)>8@)+0(1

I!portant )eat re Brand Pri#e 5a!e )ragnan#e Soap Preferen#e detto& sav&on .ife( oy 0ota& 3 1 " 1: 2 1 3 " 5 2 1 3 0ota& Hygiene 15 3 1 1< )reshness 1 1 2 4 .athe r 1 1 1 3 22 < 14 5:

0hro gh the a(ove ta(&e of #ross ta(s whi#h #o!pared Soap preferen#e and i!portant feat re for p r#hasing a soap> we #an #on#& de that !a/ority of the respondents se&e#ted hygiene as a !ost i!portant fa#tor for p r#hasing a soap. However for .ife( oy n&i-e .ife( oy the !ost i!portant fa#tor was pri#e. )ro! the tota& of 5: respondents 22 respondents preferred %etto&> 14 preffered .ife( oy and the re!aining < respondents preferred Sav&on over the other hea&th (rands of soap.

1".#.1 C60-SD8)., T,7+7

;a& e 15.441?a@ 1".31< %f 1: 1: 'sy!p. Sig. ?2Asided@ .112 .:<1

Pearson ChiASL are .i-e&ihood 1atio

32 | P a g e

.inearA(yA.inear 'sso#iation 5 of ;a&id Cases

3.3:5 5:

.:"<

a 15 #e&&s ?33.3N@ have eCpe#ted #o nt &ess than 5. 0he !ini! ! eCpe#ted #o nt is .54.

1".#.# !YPOT!ESIS TESTING H:?2@H %etto& and Sav&on soap are preferred on (asis of hygiene and &ife( oy is preferred on (asis of pri#e. H1?2@H %etto& and Sav&on soap are not preferred on (asis of hygiene and &ife( oy is a&so not preferred on (asis of pri#e. Sin#e the &eve& of signifi#an#e of the #hi sL are is &ess than :.5 we a##ept the n && hypothesis that %etto& and Sav&on soap are preferred on (asis of hygiene and &ife( oy is preferred on (asis of pri#e.

10.3 Discriminant Analysis 0o s#reen the per#eption of #ons !ers (ased on the fo&&owing independent varia(&esH 1. Pri#e 2. G a&ity 3. Brand 5 && Hypothesis S O t of the sa!p&e siFe of 3: are favo ra(&e per#eption and 2: are nfavo ra(&e per#eption '&ternate hypothesis S the #&assifi#ation is in#orre#t.
Notes Output Created Comments Input Data 14-FEB-2010 23:41:39 C:\Documents and Settin s\!"#\Des$top\ne%a researc%\&e' Fo(der\(atest)sa* +none, +none, +none,

Fi(ter -ei %t Sp(it Fi(e

33 | P a g e

& o. /o's in -or$in Data Fi(e 1issin 2a(ue 3and(in De.inition o. 1issin

00 4ser-de.ined missin *a(ues are treated as missin in t%e ana("sis p%ase)

Cases 4sed In t%e ana("sis p%ase5 cases 'it% no user- or s"stem-missin *a(ues .or an" predictor *aria6(e are used) Cases 'it% user-5 s"stemmissin 5 or out-o.-ran e *a(ues .or t%e roupin *aria6(e are a('a"s e!c(uded) S"nta! DISC/I1I&7&8 9:/O4;S<cust=percp>1 2? 927/I7B@ES<price Aua(it" 6rand 97&7@BSIS 7@@ 9;/IO/S EC47@ 9S878IS8ICS<4&I2F /7- 87B@E 9C@7SSIFB<&O&1ISSI&: ;OO@ED ) /esources E(apsed 8ime 0:00:00)02

Analysis Case Processing Summary 4n'ei %ted Cases 2a(id E!c(uded & 00 1issin or out-o.-ran e roup codes 7t (east one missin discriminatin *aria6(e Bot% missin or out-o.ran e roup codes and at (east one missin discriminatin *aria6(e 8ota( 8ota( 0 0 ;ercent 100)0 )0 )0

0 0 00

)0 )0 100)0

Group Statistics cust=percp .a* price Aua(it" 6rand un.a* price Aua(it" 6rand 8ota( price 2a(id & >(ist'ise? 4n'ei %ted 39 39 39 11 11 11 00 -ei %ted 39)000 39)000 39)000 11)000 11)000 11)000 00)000

3< | P a g e

Aua(it" 6rand

00 00

00)000 00)000

ests o! "#uality o! Group $eans -i($sD @am6da )9EF )E2E )9E0

F )G10 9)993 )F4G

d.1 1 1 1

d.2 4E 4E 4E

price Aua(it" 6rand

Si ) )43F )003 )392

I5081P180'0IO5H 0his ta(&e indi#ates the signifi#an#e of ea#h and every varia(&e together. 0he signifi#an#e of ea#h of the varia(&e is &ess than :.5. Hen#e it is a good fit.

Analysis 1 Summary o! Canonical Discriminant Functions

"igen%alues Canonica( Ei en*a(ue H o. 2ariance Cumu(ati*e H Corre(ation )34F>a? 100)0 100)0 )00F a First 1 canonica( discriminant .unctions 'ere used in t%e ana("sis) Function 1

I5081P180'0IO5H 0he signifi#an#e of #anoni#a& #orre&ation is greater than :.5> hen#e its signifi#ant. So there is no need of in#& ding !ore varia(&es. 0h s it te&&s that the se&e#tion of varia(&es to #ategoriFe the respondents is #orre#t. i.e. the a(ove !entioned independent varia(&es #an differentiate the respondents.

&ilks' (am)*a -i($sD @am6da )F43

8est o. Function>s? 1

C%i-sAuare 13)E42

d. 3

Si ) )003

4: | P a g e

I5081P180'0IO5H If the signifi#an#e is greater than :.5 the varia(&es #orre&ateKover&ap ea#h other and if its &ess than :.5 the independent varia(&es are different fro! ea#h other. In this #ase> signifi#an#e is on&y .::1> whi#h shows that the varia(&es have high dis#ri!inating power as its very #&ose to TFeroO.
Stan*ar*i+e* Canonical Discriminant Function Coe!!icients Function 1 ;rice Cua(it" Brand )190 )941 )F41

I5081P180'0IO5H 0his ta(&e shows the i!portan#e of a varia(&e for a parti# &ar st dy> in this #ase G a&ity and (rand are !ore i!portant to deter!ine the &oya&ty of the # sto!ers.

Structure $atri, Function 1 Cua(it" Brand ;rice )FF0 )212 )192

;oo(ed 'it%in- roups corre(ations 6et'een discriminatin *aria6(es and standardi#ed canonica( discriminant .unctions 2aria6(es ordered 6" a6so(ute si#e o. corre(ation 'it%in .unction)

I5081P180'0IO5H 0his ta(&e shows the eCtra#tion of infor!ation fro! the tota& responses. ;ar1 S 22.5N infor!ation was sed ;ar2 S 21.2N infor!ation was sed. ;ar3 S 1<.2N infor!ation was sed.

Canonical Discriminant Function Coe!!icients Function 1 ;rice Cua(it" )2F0 0)000

41 | P a g e

Brand >Constant?

-)9FG

-1)040 4nstandardi#ed coe..icients

I5081P180'0IO5H 0his ta(&e for!s an eL ation so as to find o t the &eve& of ris- invo&ved in the st dy. If the va& e is positive it denotes that the respondent is at &ow ris- and vi#eAversa. 7X A1.545 Z :.22: ?Pri#e@ Z :.555?G a&ity@ A .<2" ?Brand@ 8gH Pri#e S 1s 15 G a&ity S 2 o t of 1: ?rating@ Brand S " o t of 1: ?rating@ 7X A1.545 Z :.22: ?15@ Z :.555?2@ A .<2" ?"@ X A1.545 Z 4.:5 Z 3.3" S 5.35" X :.5:< I1 +607 :)7, +6, :,1+.(02 07 E"= )12 +6, 3)@8, (5 Y 07 *(70+03, F".&" G. !,1:, +6, :87+(9,. *,.:,*+0(1 07 5)3(8.)>@,.

Functions at Group Centroi*s Function -)30G 1)0EG 4nstandardi#ed canonica( discriminant .unctions e*a(uated at roup means cust=percp Fa* 4n.a* 1

Classi!ication Statistics
Classi!ication Processing Summary ;rocessed E!c(uded 00 1issin or out-o.ran e roup codes 7t (east one missin discriminatin *aria6(e 4sed in Output 0 0 00

Prior Pro)a)ilities !or Groups

42 | P a g e

cust=percp Fa* 4n.a* 8ota(

;rior )000 )000 1)000

Cases 4sed in 7na("sis 4n'ei %ted 39 11 00 -ei %ted 39)000 11)000 00)000

Classi!ication -esults.a/ ;redicted :roup 1em6ers%ip Fa* 31 2 F9)0 un.a* E 9 20)0 E1)E 8ota( 39 11 100)0 100)0

Ori ina(

Count H

cust=perc p Fa* un.a* Fa* un.a*

1E)2 a E0)0H o. ori ina( rouped cases correct(" c(assi.ied)

I5081P180'0IO5H 0his ta(&e shows the fina& res &t wherein> o t of 3< favo ra(&e respondents> 3 are nfavo ra(&e and o t of 11 nfavo ra(&e respondents 2 are favo ra(&e> hen#e there is approC. 3:N a## ra#y in the #&assifi#ation of gro ps.

11. FINDINGS AND RECOMMENDATIONS

11.1 FINDINGS
1. 's per the s rvey #ond #ted #ons !ers !a/or&y preferred antisepti# and (ea ty #are soaps. 0heir p r#hase de#ision was (ased on (rand na!e a&ongwith the a(ove !entioned fa#tors. 2. 53N of the respondents in the s rvey preferred detto&> 24N of the! preferred &ife( oy and on&y 13N of the! preferred sav&on in hea&th and hygiene #ategory. 3. '&!ost ha&f of the tota& respondents stated that freshness and hygiene are the !ost i!portant de#iding fa#tors fo&&owed (y pri#e> fragran#e and (rand na!e whi&e p r#hasing soap.

43 | P a g e

4. Basi#a&&y peop&e are sing soap pri!ari&y for #&eaning p rpose then for ger! prote#tion and (ea ty #are. 0hat is whyB nder antisepti# soap %etto& soaps has noti#ea(&e de!and in the !ar-et and it is wide&y #ons !ed (y the &oya& #ons !ers of antisepti# soaps. 5. Sav&on fo&&ows %etto& in ter!s of hygiene whi&e &ife( oy was #ited as an average soap in hygiene. ". Sav&on was the !ost eCpensive soap as #o!pared to detto& and &ife( oy. '##ording to the s rvey &ife( oy was !ain&y preferred (y pri#e #ons#io s respondents. 2. 4any respondents said that the fragran#e of soap and is sage ?d ration of sing@ sho &d (e in#reased. 3. .ife( oy was a&so re#eptive (e#a se of its d ra(i&ity whereas sav&on was &east d ra(&e a!ong the three hea&th soaps. <. 4any respondents said that the pri#e of the soap sho &d (e red #ed. 1:. 4a/ority of the #ons !ers p r#hased soaps fro! their &o#a& -irana stores as they tr sted the! !ore. 11. On #o!parision a&!ost every(ody said that detto& is ! #h (etter than sav&on and &ife( oy is so!ewhat (etter than sav&on. 12. 4ore than 5:N got infor!ation a(o t sav&on thro gh advertising and a&so tried sav&on soap> aro nd 25N saw this soap in store ( t on&y ha&f of the! tried this soap and o t of the re!aining who heard of sav&on soap fro! friends and fa!i&y on&y 5N tried it.

44 | P a g e

13. 0he !a/or differen#e #ited (y !ost of the respondents was that they tr sted detto& for their fa!i&y. 14. So!e of the respondents said that %etto& has !ore n !(er of variants as #o!pared to sav&on and &ife( oy.

11.# RECOMMENDATIONS
1. 8ven tho gh sav&on has (etter hea&ing #apa#ity than detto& the #o!pany fai&ed in its positioning. Sav&on was positioned as first aid so& tion. 0o #o!pete with a !a/or (rand> the #o!pany sho &d position it fir!&y and sav&on #o &d have (een positioned as the ger! fighter with no pain or ( rns. 2. Pro!otion #a!paign of sav&on was a&so not #o!petitive eno gh> a&tho gh it generated &ots of interest in the !inds of #ons !er whi#h !ade the! try this prod #t ( t the a(sen#e of ( rning sensation !isera(&y har!ed the s ##ess of the prod #t. 3. 0he fai& re of sav&on antisepti# did not &et the sav&on soap (rand to #o!e p and it hard&y #hanged the per#eption of #ons !ers. 4. 0h s #o!pany sho &d had pro!oted the advantages of sav&on rather than its feat res. 0hey did it in &ater stage whi#h was of !ere se. 5. Co!pany sho &d thrive on innovation and for this !ore n !(er of variants sho &d (e introd #ed and if possi(&e soap with #o!(ined attri( tes ?hea&th as we&& as (ea ty #are@ sho &d (e introd #ed whi#h #an attra#t #ons !ers.

45 | P a g e

". .ife( oy is !ore preferred (e#a se of its pri#e and d ra(i&ity> so efforts need to (e ta-en to i!prove sav&onOs d ra(i&ity and not in#reasing the pri#e. 2. 4ore invest!ent sho &d (e !ade in the resear#h and deve&op!ent of the soap as it #an provide an 6SP to the (rand and #o!pany as a who&e. 3. Co!pany sho &d in#rease the avai&a(i&ity of the prod #t> in !ost of the -irana stores ?whi#h are the pri!e destinations of p r#hasing soaps for #ons !ers@ sav&on soap was not avai&a(&e.

12. CO5C.6SIO5
0he soap ind stry in India has (een nder a #hange with the advan#e!ent of te#hno&ogy. 0he !a/or p&ayers in soap ind stry S H6.> *+*> P+9> et# are having a stiff #o!petition to gain !aCi! ! !ar-et share. 0he toi&et soap sa&es are de#&ining> eroded (y &iL id and ge& #&eansers for the in#reasing&y pop &ar shower toi&etries

4" | P a g e

se#tor. Bar soap prod #ers are fighting (a#-> ta-ing ingredients s #h as aro!atherapy oi&s and nat ra& eCtra#ts to provide added f n#tiona&ity and #ons !er appea&. )ro! the s rvey #ond #ted it #an (e #on#& ded that even tho gh sav&on has (etter attri( tes than detto& it is na(&e to #o!pete (e#a se of the eC#eptiona& strategies adopted (y H6.. *+* were not eCpe#ting the #o nter atta#- of H6. and were a&so wea- in their positioning whi#h was a h rd&e in their s ##ess. 0oday soaps are (eing p r#hased on !a/or 3 fa#torsH a. Brand 5a!e (. 'ntesepti# G a&ity #. Bea ty #are 'ny soap whi#h a#hieves eCpertise in at&east two of the a(ove !entioned three fa#tors does very we&& in the Indian !ar-et.

13. %'0' SO61C8S

13.1 BIBLIOGRAP!Y
C&aw> Spen#er. I0he Soap ,arsH ' Strategi# 'na&ysis.I )ort ne "2 ?1<"3@. Hair and B sh A 4ar-eting 1esear#h

42 | P a g e

 $othari S 1esear#h 4ethodo&ogy Swasy> '&e#ia. Soap OperaH 0he Inside Story of Pro#ter and 9a!(&e. 5ew 7or-H 0i!es Boo-s> 1<<3. ,i&son> Char&es. 0he History of 6ni&everH ' St dy in 8#ono!i# 9rowth and So#ia& Change. 3 vo&s. 5ew 7or-H Praeger> 1<"3. 0he origina& edition was p (&ished in 2 vo&s.> .ondonH Casse&&> 1<54.

13.# %EBLIOGRAP!Y
httpHKKwww.en#y#&opedia.#o!Kdo#K192A34:13:3<1:.ht!& www.goog&e.#o! ?Sear#h 8ngine@. httpsHKKwww.iffCpress.#o!KCpressKnaKCho!e.nsfK:K33"3381B4%5232%43:25"CC< ::"31452 httpHKKwww./n/india.#o!KCP%Y,o ndCare.pdf httpHKK!ar-etingpra#ti#e.(&ogspot.#o!K2::<K:1Ksav&onAhea&sAwitho tAh rting.ht!& httpHKKwww.na -rih (.#o!KindiaKf!#gKoverviewKsoapsK httpHKKwww.s#ri(d.#o!Kdo#K2143122<KSoapAPrgtA4(aAII httpHKKwww.s#ri(d.#o!Kdo#K1322531<KInternshipA1eportA(yA5 sratAO!er httpHKKwww. ni&ever.#o!K(randsKpersona&#are(randsK&ife( oy.aspC

14. '558=618S
14.1 HUESTIONNAIRE 1. Person detai&sH a. 5a!eH YYYYYYYYYYYYYYYYYYYYYYYYYY'geHYYYYYYY 9enderYYYYYYY 43 | P a g e

'ddressHYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY (. 4arita& stat sHYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY #. 5o. of )a!i&y !e!(ersH YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY

2. C rrent&y whi#h soap are yo

sing and why[

YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY

3. 's yo hear a(o t the fo&&owing (rands what #o!es to yo r !ind first[ Sav&onH YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY %etto&H YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY .ife( oyHYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY

4. ,hi#h soap do yo prefer[ ?1an- the!@

1. %etto& 2. Sav&on 3. .ife(oy

YYYYYYYYYY YYYYYYYYYY YYYYYYYYYY

5. P&ease rate for the si!i&arity (etween two (rands. ?Sav&on and %etto&@ ?5X very si!i&ar and 1X not at a&& si!i&ar@ ?On&y in #o&o red #e&&s@ S';.O5 DETTOL
P1IC8 P1IC8 )1'91'5C8 SI\8 )1'91'5C8 SI\8 )18SH58SS

4< | P a g e

)18SH58SS

". ,hat differen#e yo thin- is there in (oth (rands[ ?S';.O5 and %800O.@

2. P&ease rate for the si!i&arity (etween two (rands. ?Sav&on and .ife( oy@ ?5X very si!i&ar and 1X not at a&& si!i&ar@ ?On&y in #o&o red #e&&s@ S';.O5 LIFEBUOY
P1IC8 P1IC8 )1'91'5C8 SI\8 )18SH58SS )1'91'5C8 SI\8 )18SH58SS

3. ,hat differen#e yo

thin- is there in (oth (rands[ ?S';.O5 and

.I)8B6O7@YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY

<. 0o what eCtent is ea#h of the fo&&owing feat res an i!portant #onsideration to yo in se&e#ting yo r soap[ )eat res Pri#e Brand na!e )ragnan#e Hygiene )reshness .ather 8Ctre!e&y i!p ] ^ ] ^ ] ^ ] ^ ] ^ ] ^ i!p ] ^ ] ^ ] ^ ] ^ ] ^ ] ^ so!ewhat i!p ] ^ ] ^ ] ^ ] ^ ] ^ ] ^ not at a&& i!p ] ^ ] ^ ] ^ ] ^ ] ^ ] ^

1:. P&ease rate the fo&& soap (rands In hygiene ?1A 5@ ?1 X very good> 5X very (ad@

5: | P a g e

%etto& .ife( oy Sav&on

YYYYYYYYYY YYYYYYYYYY YYYYYYYYYY

11. P&ease rate the fo&& (rands in fragran#e ?1A 5@ ?1 X very good> 5X very (ad@ %etto& .ife( oy Sav&on G14.@ a. 78S (. 5O YYYYYYYYYY YYYYYYYYYY YYYYYYYYYY

12. 're yo satisfied with S';.O5 soap[ ?If T78SO answer G13> if T5OO answer

13. ,hat was the reason for yo r satisfa#tion[

14. ,hat was the reason for yo r dissatisfa#tion[

15. Co!pared to other soaps ?s #h as %etto& and .ife( oy@ that are avai&a(&e> wo &d yo say that S';.O5 is[ ?ti#-!ar-@

4 #h (etter So!ewhat Better '(o t the sa!e So!ewhat ,orse 4 #h ,orse

YYYYYY YYYYYY YYYYYY YYYYYY YYYYYY

1". How do yo get infor!ation a(o t S';.O5[ 'dvertisingA 0.;> 5ewspaper> 1adio )riendsK )a!i&y ?word of !o th@ Saw it in store ?#o nter pro!otion@ Other YYYYYYYYY YYYYYYYYY YYYYYYYYY YYYYYYYYY 51 | P a g e

12. ,hat additiona& (enefits do yo see- in the soap[

13. ,hat are yo r re#o!!endations for sav&on soap[ Pri#eH Pa#-agingH )ragran#eH YYYYYYYYYYYYYYYYYYYYYY YYYYYYYYYYYYYYYYYYYYYY YYYYYYYYYYYYYYYYYYYYYY

Brand 5a!e YYYYYYYYYYYYYYYYYYYYYY 'ny otherH YYYYYYYYYYYYYYYYYYYYYY

52 | P a g e