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Project work -Business

Studies (Class 12)
Page:1(cover page)
Project work Business Studies Class 12
Submitted by:
Name:TRIPTY SUMAN
Roll no:_______________
School name:D.A.V Public School Ranchi
Year: 2014-15

Project on Marketing
Management Product selected:

Bathing Soap

Page:
3 Index: List of contents
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.

INTRODUCTION
OBJECTIVE OF STUDY
SCOPE OF STUDY
RESEARCH METHODOLOGY
LIMITATION
PRODUCTS
CONCEPTUAL ASPECTS OF THE STUDY
DATA ANALYSIS
FINDING OF STUDY
RECOMMENDATION & CONCLUSION

QUESTIONNAIRE
BIBLIOGRAAPHY

Page: 4
Preface

I am pleased to submit project work in Business Studies for class

XII . I am extremely grateful to CBSE for introducing this project in
Business studies. This project has given me ample opportunity to
explore varied areas of Marketing Management, thus increased
my understanding of the concepts studied. This has resulted in
enhancing my analytical, interpreting and creative skills. The
Project work is strictly according to the guidelines given by CBSE
The salient features of this project are:

Survey of market

Development of Questionnaire

Selecting and marketing of product

Development of Marketing Mix

Designing of label

Creating tagline

I extend my sincere thanks to

--------------------------------------------------------------------------------------------------------------------------

Write this on your own and acknowledge all

the people who have helped you like
shopkeeper, teacher, Librarian, websites etc.

Page: 5
Why have you selected this
product/service?

Ans: The main reason to select SOAP as my project topic is because Soap is
a product that many people might take for granted or consider rather ordinary, but
for some, lathering up (to apply thick soapsuds(foam) to something, such as part of
the body or all of it. He lathered his face up in preparation for shaving. He lathered
up his face.) can be a treasured(fond of something) part of a morning or nightly
routine. Scented or unscented, in bars, gels, and liquids, soap is a part of our daily
lives. India is a vast country with a population of 1.252 billion (2013) people.
Household penetration of soaps is 98%. People belonging to different income
levels use different brands, which fall under different segments but all income
levels use soaps, making it the second largest category in India (detergents are
number one). Rural consumers in India constitute 70% of the population. Rural
demand is growing, with more and more soap brands being launched in the
discount segment targeting the lower socio-economic strata of consumers Toilet
soap industry is one of the oldest Fast Moving Consumer Goods (FMCG) industry
in India. It is among the highest penetrated category within FMCG sector reaching
an estimated 95% urban and 87% of the rural households. It is also a sector which
is characterized by a high level of intense competition.
The data could be collected easily for this project so I selected soap as my
project topic.

Page: 6
Competitive products & Unique Selling
Proposition.[U.S.P.].
Write 5 competitive brands that exist in the
market

Write their features and Unique Selling

Proposition.[U.S.P.]You can paste picture and
wrapper?
Ans:
Introduction of FMCG

FMCG (Fast Moving Consumer Goods) refers to consumer non-durable

goods requirement for daily or frequent use.

Typically, a

consumer buys these goods at least once a month.

The sector covers a wide gamut of products such as detergents,
toilet soaps, toothpastes shampoos, creams, powders, food
products, confectioneries, beverages, cigarettes.
Typically characteristics of FMCG products.

Individual items are of small value.

But all FMCG products put

together account for a significant part of the consumers budget.

The consumer keeps limited inventory of these products and

prefers to purchase them frequently, as and when required. Many
of these products are perishable.

The consumer spends little time on the purchase decision. Rarely

does he/she look for technical specification (in contrast to
industrial goods). Brand loyalties or recommendations of reliable
retailer/dealer drive purchase decisions.

Trail of a new products i.e. brand switching is often induced by

heavy

advertisement,

recommendation

of

the

retailer

or

neighbours/friends.

These products cater to necessities, comforts as well as luxuries.

They meet the demands of the entire cross section of population.
Price and income elasticity of demand varies across products and
consumers.

INDIAN SOAP MARKET

Heat and dust are integral part of Indian climate.

This makes

Indian as one of the ideal market for soaps and other cleaning
products.
households.

The penetration of bathing soaps is 98% of all

The research study shows that the per capita

consumption of bathing soap is 513 gm. So there is a very big

market for soap in India. The total turnover of soap or market in
India is 54 lacs ton per annum and is increasing at the rate of 5%
per annum.

HLL

Hindustan Lever Limited (HLL) is Indias largest fast moving consumer

goods company with leadership in Home and Personal Care Products
and Foods & Beverages. HLLs brands, spread across 20 distinct
consumer categories, touch the lives of two out of three Indians.
If Hindustan Lever straddles the Indian corporate world, it
is because of being single minded in identifying itself with
Indian aspirations and needs in every walk of life.
HLL is the market leader with 59% of share followed by
Godrej.

Other major players are Nirma Ltd., Colgate

Palmolive Ltd. Henkel Spic India Ltd.

The soap market is not only segmented on the basis of
price and benefits but even a range of emotions within
that outlining frame work. For simplicity soap market can
be divided into four categories.
1.

Economy/Functional brand

It comprise of 35% of the market. The red carbolic cakes are

low price germ killers. The names of few of the functional
brands are OK, Nirma bath and Lifebuoy. The prices of this
brand soaps range from Rs. 5 to Rs. 8 per 75 gms.

2.

Popular soaps

The biggest share in the soap market, popular soap have a

market share of 55%. The price of this category of soaps
ranges from Rs. 8-12 for a 75 gm cake. Each soap wants to
posses a special benefit like fragrance, freshness etc.

3.

Premium soaps
It comprises of 7% of the total market. Premium brands are
priced in Rs. 12-30 range for 75 gm cake. People are willing to
pay more for this category of soap and several other brands
have special relationship and people. Some of the premium
brand rolling market once Cinthol ultimate, Lux International,
Palmolive extra care, Le Sancy, Dettol, etc. to name a few.

4.

Super premium soaps :

This category soap is the most tiniest part in the soap

market and have a share of only 24% of the total soap market.
The price range starts from Rs. 30 and above for 75 gm.

Market Share (Soap)

7% 3%
35%

Economy
Popular
Premium
Super Premium

55%

The economy soap constitute 35% of market share, popular soap

constitute major portion of market share, 55% then premium and
super premium constitute 7% and 3% respectively.

Segmentation of soap on the basis of price

From the above figure, it is very much clear that most of

the toilet soaps available in India fall into the category of
popular

and

premium

soaps,

both

of

these

groups

accounts 43%, functional soaps accounts 10% and there is

small percentage for the super premium soaps.

List of soaps with their segments and

prices
Functional
/Economy

Popular

Premium

Rs. 9-12

Rs. 13-30

Rs. 5-8

Super
Premium
Rs. 31 and
above

Breeze

Nima

Palmolive

Dove

Extra
Jai

Medimix

Lux Skin Care

Palmolive

Hamam

Pears

Rexona

Nevia

Borosoft

Johnson Baby

Natural
Lifebuoy

Soap
Margo

Doy

Liril

Johnson Kids

Neem

Denim

Fair Glow

Fa

Cinthol

Park Avenue

(The entire price given for 75 gms)

Segmentation of soap on the basis of TFM

(Total Fatty Matters ) contents

4%

10%
Rs. 5-8 Functional
Rs. 9-12 Popular

43%

Rs. 13-30 Premium

43%

Rs. 30-above Super

Premium

TFM 60-65%

TFM 66-70%

TFM 71-75%

TFM 76-80%

Medimix

Jai

Breeze

Dove

Palmolive

Lux

Hamam

Nima

Neem

Rexona

Fairglow

Lifebuoy gold

Borosoft

Liril

Dettol

Pears

Cinthol

Denim

Nevia

natural
Lifebuoy

Lux Skin Care

Palmolive Extra
care
Park avenue

Doy
Fa
Johnson Baby
soap
Aramusk

OBJECTIVE OF STUDY
Every study has certain objective there is no study without the objective, because objective
are the purpose of study. No study serves any existence without its significant thus; they are
the backbone on which the body study stands.

a)

To find out the awareness of FMCG product among the customers.

b)

To find out the factors affecting the purchase of FMCG products.

c)

To find out from where the customer prefer to buy the FMCGI
products.

d)

To find out which bank is being preferred by the customer.

e)

To find out the purpose of taking FMCG products.

SCOPE OF STUDY
According to father of marketing

- PHILIP

KOTLER
Marketing research is the systematic design analysis,
collection and finding of relevant data to specific
marketing situation facing the company

According
Association

to

American

Marketing

Marketing is systematic gathering, recording

of data about problem relating to marketing of
goods and services.
So it is clear that the marketing research on
the myriad problem of marketing. Its purpose
is to systematic gathering and analysis of
information and of course to provide aid of
marketing management.
It is important to clarify the relationship and
difference between marketing research and
marketing information system (M.I.S.) where
as

job

of

MIS

is

to

supply

marketing

information, problem analysis is the job of

marketing research.

Marketing research too

generates and utilizes marketing information

but its purpose is problem solving.

Research Methodology
Classification of Marketing Research
(Based on subject of research)
The various marketing research problems can be
classified based on subject matter of research as shown
below :

Research on products

Research on market

Research on consumer

Research on advertising and promotion

Research on distribution

Research on price

Research on competition

Research on sales

Research process consists of seven steps which in

practical works.

1.

Analyzing purpose : Need of theoretical concepts

in practical works.

2.

Review of literature : Literature review of various

books on marketing management to acquire the
knowledge about the subject.

3.

Formulation of Hypothesis :

The basic

hypothesis and a random sample of people to be

formulated or to be taken.
4.

Research Design : Research design of project to

be done and sample size to be taken as per the
requirement.

5.

Collection of Data :

Method of collection of

primary and secondary data to be achieved.

6.

Analysis of Data : The data to be analyzed with

respect to the theories given in the books which are
referred and known to us.

7.

Interpretation and Reporting :

This is the

resultant of analysis of data, which is collected by

survey and company visit.

Research Process Diagram

Problem
Definition

Research
Design

Discovery &
Definition

Conclusion
and

Sampling
Data
Gathering

Data
processing

This project has followed all the above criterias and

following things are taken into consideration for the
preparation report :

Research Design
A research design is purely and simply the focus of the
study in on studying the banner advertising is conclusive
in nature that guides to the collection and analysis of data.
The descriptive research design has been used in this
project, because consumers feedback was necessary for
obtaining the data.
Data sources
Primary data was collected by the questionnaire based
marked survey.

Secondary data was obtained from

journals, magazines newspapers, books and the internet.

Research Instrument
For doing the survey research, structured questionnaire
with both open ended and close ended questions were
used.
Mode of Survey
The mode of survey was personal interview with the
respondents during the filling up of the questionnaire.
Sampling
The sampling used for this study was probability
sampling.

Since the study is only meant for certain

specific categories within the total population, a stratified

random sample was used. Three groups of categories
have been taken into account viz. students professionals
and general public.
Sample Size
A sample size of 150 respondents is used for the study.

Sample Unit
This study was basically an opinion survey of the male of
female in category of students, professionals and section
A, B, & C people.
Place of study
The study and survey is done in Ranchi region
LIMITATION
During the working of this project, I faced many
problems, which has led to the limitation of the work.
These limitations could not be controlled even after taking
enough preventing measures. I hope the following
limitations will not affect the study of the project and its
analysis.

a) Those sample sizes for the customer could not have

been large due to time constraints, it was at 100 only.

b) The survey was conducted in Ranchi city only.

c) While conducting the survey unavoidable error kept

in such as, non-response error, and inaccuracy in

response.

d) Because of there, busy schedule and workload some

of the respondents were not in the position to spare

sufficient time and therefore their questionnaire filled
hurriedly.

e) Personal bias might have crept in at any stage.

f) Time was the major constraint for conducting study.

g) The information is collected from the web sites,

broachers and books only.

h) The customer bases analysis on the information

collected by the questionnaire.

I have taken secondary data in consideration while

undertaking my study.
The secondary data, are those which have already been collected some other
agency and which have already been processed. Generally speaking, secondary
data is collected by some organization to satisfy its own need but it is being used
by various departments for different reasons. Census figures taken are used by
social scientists (economists) social planning and research.

PRODUCTS

HINDUSTAN
LEVER
LIMITED

Breeze scent magic is the soap which fulfills

the aspirations of women of rural India.
Breeze has offered them beauty at an
affordable price, making them look and feel
beautiful.
Research and consumer visits have shown
that the desire for great fragrance featured
highest in the daily beauty regime of discount
soap users. Breeze explores this through the
proposition of scent in a soap scent ka
kamala, ab sabum mein and explicitly
propagates the brand promise of the
Hameshaa Kuchh extra. It delivers all this and

still matches consumers needs in terms of

price and quantity offered staying true to its
word.
Breeze has been enriched with 19 special
scent oils, which ensure that one smells good
for a long time though the day. Introduced in
variants like scent magic, scent magic lime,
and

scent

magic

sandal,

Breeze

strives

towards fulfillment the companys mission of

being inventive in creating value.

Brand Name : Breeze

About the Brand : Originally launched in 1989, Breeze is today

perceived to be a good value for money brand with outstanding
sensory experience. Its strengths are its fragrance, lather and the
soft feeling it has on the skin.

Target : Breeze is a mass market soap that sells in the economy

segment.

It targets to the people who wants to feel fragrance

during the bath.

Positioning : Breeze is positioned for her who considered it as

more than just soap.

It is, in fact, her beauty aid, her only

cosmetic, and one that she can afford. She regards Breeze as her
only way of fulfilling her dream of looking beautiful.

Advertising Objective : The advertising objective of HLL is to

influence the women who used to go out in the blazing sun.

Advertising strategy : Strategy is to project Breeze sunscreen

formula as a protection from ultra violet ray.

Available Range and price : 75 gms

Dove soap, which was launched by Uniliver in

1957, has been available in India since 1995.
It provides a refreshingly real alternative for
women who recognize that beauty is not

simply about how you look, it is about how

you feel.

The skins natural pH is slightly acidic 5.5-6.

Ordinary soaps tend to be alkaline, with pH
higher that 9.

Dove is formulated to be pH

neutral (pH between 6.5 and 7.5) and to be

mild on skin.

This makes it suitable for all

skin types for all seasons. While Dove soap

bar is widely available across the country,
Dove body was is available in selected outlet.

Globally, Dove has been extended to many

other

countries.

example,
moisturizing

Unilever

Since

the

has

body-wash

1980s,

for

launched

deodorants,

body

lotions, facial cleansers and shampoos and

conditioners,

providing

comprehensive

range of solutions to bring out true inner

beauty.

When it comes to soap, Hamam is considered to be the most

reliable option. Launched in 1934, Hamam has traditionally been
a soap that takes care of your skin in a natural way.

According to a research conducted by Indica Research in May

2003, 78% of Doctors in Tamil Nadu recommend Hamam.

Besides being a perfectly balanced soap, Hamam takes on a very

modern and trendy look.

Hamams enhanced fragrance now

provides a longer lasting freshness.

The new attractive oval

shaped Hamam comes in an attractive and modern packaging.

The ingredients that are used in Hamam-Neem, Tulsi and Aloe
Vera-by themselves have great therapeutic values.

Hamam, the brand is very true to its tagline that says,

Everything in life is about balance.

Brand Name : HAMAM

About the Brand : It is a product from HLL

Target : It targets to the middle class Indian Family.

Positioning :

It positioned as a family soap with natural

ingredients.
\
Price : Rs. 10 (100 gms)

Advertising objective : It is to emphasis on the natural quality

of the soap.

Advertisement Strategy :

It project as a natural product for

every Indian middle class family.

Sales Promotion : No scheme

Available range & size : 100 gms

Making a billion Indians feel safe and secure by meeting their

health and hygiene needs is the mission of Lifebuoy.

The worlds largest selling soap offers a compelling health benefit

to the entire family. Launched in 1895, Lifebuoy, for over a 100
years, has been synonymous with health and value. The brick red
soap, with its perfume and popular Lifebuoy jingle, has carried the
Lifebuoy message of health across the length and breadth of the
country.

The 2002 and 2004 re-launches have been turning points in its history. The
new mix includes a new formulation and a repositioning to make it more
relevant to both new and existing consumers.

Lifebuoy is now milled toilet soap with a new health fragrance and
a contemporary shape. The new milled formulation offers a
significantly superior bathing experience and skin feel. This new
mix has registered conclusive and clear preference among
existing and new users.

The new Lifebuoy is targeted at todays discerning

housewife with a more inclusive family health
protection for my family and me positioning.
Lifebuoy has made a deliberate shift from the
male, responsible benefit of health to a warmer,
more versatile, more responsible benefit of health
for the entire family.
At the upper end of the market, Lifebuoy offers specific health
benefits through Lifebuoy Gold and Plus. Lifebuoy Gold (also
called Care) helps protect against germs which cause skin
blemishes, while Lifebuoy Plus offers protection against germs
which cause body odour.

Brand Name : Lifebuoy

About the Brand :

Launched in the year 1895, Lifebuoy, for

over a 100 years, has been synonymous with health and value.
The brick red soap, with its perfume and popular Lifebuoy jingle
have carried the Lifebuoy message of health across the length
and breadth of the country, making it the largest selling soap
brand in the world.

In 2002 Lifebuoy was re-launched, making a new turning point in

its history.

The new mix includes a new formulation and a

repositioning of the brand to make it more relevant to both new

and existing consumers.

Target :

The new Lifebuoy is targeted at todays discerning

housewife with a more inclusive family health protection for my

family and me positioning.

Positioning :

Lifebuoy has made a deliberate shift from the

male, victorious concept of health to a warmer, more versatile,

more responsible benefit of health for the entire family.

Brand Name : Lifebuoy International Gold

About the Brand : The brand was launched by Hindustan Level

Ltd. This soap is not a red carbolic soap as Lifebuoy normally is.

Target :

It targets to the every Indian family starting middle

class.

Positioning : It positioned as a family a soap

Price : Rs. 10.

Advertising objective :

Objective is to differentiate the new

brand from the old one.

Advertisement strategy :

The strategy they followed was to

emphasis on the quality aspect of the soap as well as the colour

of the soap as it is totally a white in colour.

Sale Promotion : Ear ring free with three pack of soap.

Available Range and Size : 75 gms.

LIRIL

For 28 years, freshness has been clearly identified with one name
Liril.

Liril expressions have always set trends whether it is a bathing

beauty

in

excitement

waterfall

levels

of

La-i-ra-i-laa!.

associated

with

the

The

brand

energy
have

to

and
be

experience to be believed with changing times. Liril has donned

many avatars: Presently, Liril Soft Aloe Vera & Lime, Liril Icy Cool
and Liril Orange Splash are making waves.

Brand Name : LIRIL

About the Brand : Product from HLL.

Target : it targets to the women of upper middle class

Positioning : Positioned as a beauty soap for female.

Price : Rs. 15

Advertising objective :
beautiful model.

To popularize the brand by using

Advertisement Strategy : It presented the soap as a product

for women who doesnt gave it up in any condition.

Sales Promotion : No scheme.

Available Range & Size : Liril Lime, Liril Aqua (75 gms)

Lux stands for the promise of beauty and glamour as one of the
Indias most trusted personal care brands. Lux continues to be a
favourite with generations of users for the experience of a
sensuous and luxurious bath.

Since its launch in India in the year 1929, Lux has offered
a range of soaps in different sensuous colours and world
class fragrances. 2003 saw one of the biggest milestones
in the history of Lux. From being just a beauty soap of
film stars, Lux recognized the need for a compelling
message about beauty that would resonate with women
of today.

Lux is available in four different variants Exotic flower petals and

Jojoba Oil, Almond Oil and Milk Cream, Fruit Extracts and Honey in
Milk Cream and Sandal Saffron in Milk Cream.

Brand Name : Lux

About the Brand :

category.

Lux is one the biggest brands in the soap

Lux was launched in India in the year 1905. A unique

soap, which protects the skins fairness against darkening by the

sun.

The product contains a combination of sunscreen actives,

which are deposited on the skin as a protective layer, even as the

soap washes away dirt and grime. This breakthrough, for the first
time in the world, is the result of technology patented by HLL.

Target : Lux targets the women of age group of 15-40 having the
monthly family income Rs. 10000-20000 who are more concerned
about taking care of skin and wants dazzling skin. It targets at

the women from the middle class and above. In short, Lux has
worked it charm on millions of women making their dreams of
beauty come true.

Positioning : Lux wants to position itself as the premium beauty

care product for women, which gives them glowing skin and will
help in taking care of different type of skin. Lux positiones as a
Filmi Sitaron ka Soundarya Sabun

Price : 11.50

Advertising objective :

The advertising objectives of HLL for

Lux are to cover vast area (whole of India) and influence women
from 350 million middle class family to use Lux according to the
type of skin for radiance or glowing skin.

Advertisement Strategy : The advertising agency responsible

for Lux is HTA. The main aim of HTA is to project Lux as a product
for dreamy women who have her skin glow like a film Stars after
her bath. The recent model for this advertisement is Aishwarya
Rai.

Introduced in India in 1902, Pears soap has no equal. It is gentle

enough, even for babys skin.

Pears is manufactured like any other soap, but unlike in

conventional soaps, the glycerin is retained within the soap. That
is the cause if its unique transparency. After manufacturing, the
soap is mellowed under controlled conditions over weeks. At the
end of this maturing process, it is individually polished and
packed in cartons.

Today pears is available in three variants the traditional

amber variant, a green variant for oil control and a blue
variant for germ protection.

Brand Name : Pears

About the Brand : It is product from Hindustan Liver Limited

Target : It basically target to women from age group 15-45

Positioning : It positions as a clear soap as it contains glycerin

Price : Rs. 19.50 (75 gms)

Advertising objective : The objective is to popularize the brand

Advertisement Strategy

The strategy they took was to

project pears as a soap which contains Kuch nehin mean no

harmful chemical.

Sales Promotion : Buy 3 pears and save Rs. 8.50

Available Range & Size : 75 gms.

Rexona is one of Indias pioneer brands in family soaps. Launched

in 1947, it was positioned as a natural skin care soap to give silky,
glowing skin.

Since then the product has been constantly improved to keep up

with the expectations of the consumers.

In 1989 coconut was introduced in Rexona for the first time to

strengthen the overall skincare appeal of the brand. Rexona has
now been relaunched with cucumber extracts, in addition to
coconut oil and moisturizing milk cream.

Its creamy lather

purifies the skin, leaving it clear and flawless. It has also been
enhanced with a perfumed that lingers well after a bath.

Brand Name : REXONA

About the Brand : Product of Hindustan Level Ltd.

Target : Targets women of middle class

Positioning : It positioned as a soap which contains vegetable

oil.

Price : Rs 11.00 (100 gms)

Advertising Objective : To influence the middle class women

who looks for smooth and soft skin.

Advertisement Strategy : The strategy is to project the brand

as a product for women who have dry skin but wishing for soft
one.

Sales promotion : No scheme

Available Range & Size : 100 gms.

Brand Name : DENIM

About the Brand : It is a product of HLL

Target :

it targets all the men from upper middle class and

upwards.

Positioning : Positioned as a bathing soap for men.

Price : Rs. 16 (75 gms)

Advertising objective :
create niche for the men.

The advertisement objective is to

Advertisement Strategy : It project the soap as a product for

the men who doesnt have try to hard.

Sales Promotion : No scheme.

Available Range & Size : 75 gms and 125 gms.

Brand Name : DOVE

About the Brand : It is a product of HLL

Target It targets specially women of rice class.

Positioning : Dove is being positioned as an Alkaline substance

Free Soap with one fourth Moisturizer for highly sensitive skin..

Price : Rs. 35 (100 gms)

Advertising objective : To influence the rich women who wants

moisturizer not the soaps.

Advertisement Strategy : It project itself as not a soap but as

moisturizer.

Sales Promotion : Rs. 10 off.

Available Range & Size : 100 gms.

When it comes to soap, Hamam is considered to be the most

reliable option. Launched in 1934, Hamam has traditionally been
a soap that takes care of your skin in a natural way.

According to a research conducted by Indica Research in May

2003, 78% of Doctors in Tamil Nadu recommend Hamam.

Besides being a perfectly balanced soap, Hamam takes on a very

modern and trendy look.

Hamams enhanced fragrance now

provides a longer lasting freshness.

The new attractive oval

shaped Hamam comes in an attractive and modern packaging.

The ingredients that are used in Hamam-Neem, Tulsi and Aloe
Vera-by themselves have great therapeutic values.

Hamam, the brand is very true to its tagline that says,

Everything in life is about balance.

Brand Name : HAMAM

About the Brand : It is a product from HLL

Target : It targets to the middle class Indian Family.

Positioning :

It positioned as a family soap with natural

ingredients.
\
Price : Rs. 10 (100 gms)

Advertising objective : It is to emphasis on the natural quality

of the soap.

Advertisement Strategy :

It project as a natural product for

every Indian middle class family.

Sales Promotion : No scheme

Available range & size : 100 gms

Making a billion Indians feel safe and secure by meeting their

health and hygiene needs is the mission of Lifebuoy.

The worlds largest selling soap offers a compelling health benefit

to the entire family. Launched in 1895, Lifebuoy, for over a 100
years, has been synonymous with health and value. The brick red
soap, with its perfume and popular Lifebuoy jingle, has carried the
Lifebuoy message of health across the length and breadth of the
country.

The 2002 and 2004 re-launches have been turning points

in its history. The new mix includes a new formulation
and a repositioning to make it more relevant to both new
and existing consumers.
Lifebuoy is now milled toilet soap with a new health fragrance and
a contemporary shape. The new milled formulation offers a
significantly superior bathing experience and skin feel. This new
mix has registered conclusive and clear preference among
existing and new users.

The new Lifebuoy is targeted at todays

discerning housewife with a more inclusive
family health protection for my family and
me positioning. Lifebuoy has made a
deliberate shift from the male, responsible
benefit of health to a warmer, more versatile,
more responsible benefit of health for the
entire family.
At the upper end of the market, Lifebuoy offers specific health
benefits through Lifebuoy Gold and Plus. Lifebuoy Gold (also
called Care) helps protect against germs which cause skin
blemishes, while Lifebuoy Plus offers protection against germs
which cause body odour.

Brand Name : Lifebuoy

About the Brand :

Launched in the year 1895, Lifebuoy, for

over a 100 years, has been synonymous with health and value.
The brick red soap, with its perfume and popular Lifebuoy jingle
have carried the Lifebuoy message of health across the length
and breadth of the country, making it the largest selling soap
brand in the world.

In 2002 Lifebuoy was re-launched, making a new turning point in

its history.

The new mix includes a new formulation and a

repositioning of the brand to make it more relevant to both new

and existing consumers.

Target :

The new Lifebuoy is targeted at todays discerning

housewife with a more inclusive family health protection for my

family and me positioning.

Positioning :

Lifebuoy has made a deliberate shift from the

male, victorious concept of health to a warmer, more versatile,

more responsible benefit of health for the entire family.

Brand Name : Lifebuoy International Gold

About the Brand : The brand was launched by Hindustan Level

Ltd. This soap is not a red carbolic soap as Lifebuoy normally is.

Target :

It targets to the every Indian family starting middle

class.

Positioning : It positioned as a family a soap

Price : Rs. 10.

Advertising objective :

Objective is to differentiate the new

brand from the old one.

Advertisement strategy :

The strategy they followed was to

emphasis on the quality aspect of the soap as well as the colour

of the soap as it is totally a white in colour.

Sale Promotion : Ear ring free with three pack of soap.

Available Range and Size : 75 gms.

LIRIL

For 28 years, freshness has been clearly identified with one name
Liril.

Liril expressions have always set trends whether it is a bathing

beauty

in

excitement

waterfall

levels

of

La-i-ra-i-laa!.

associated

with

the

The

brand

energy
have

to

and
be

experience to be believed with changing times. Liril has donned

many avatars: Presently, Liril Soft Aloe Vera & Lime, Liril Icy Cool
and Liril Orange Splash are making waves.

Brand Name : LIRIL

About the Brand : Product from HLL.

Target : it targets to the women of upper middle class

Positioning : Positioned as a beauty soap for female.

Price : Rs. 15

Advertising objective :
beautiful model.

To popularize the brand by using

Advertisement Strategy : It presented the soap as a product

for women who doesnt gave it up in any condition.

Sales Promotion : No scheme.

Available Range & Size : Liril Lime, Liril Aqua (75 gms)

Lux stands for the promise of beauty and glamour as one of the
Indias most trusted personal care brands. Lux continues to be a
favourite with generations of users for the experience of a
sensuous and luxurious bath.

Since its launch in India in the year 1929, Lux

has offered a range of soaps in different
sensuous colours and world class fragrances.
2003 saw one of the biggest milestones in the
history of Lux. From being just a beauty soap
of film stars, Lux recognized the need for a
compelling message about beauty that would
resonate with women of today.

Lux is available in four different variants Exotic flower petals and

Jojoba Oil, Almond Oil and Milk Cream, Fruit Extracts and Honey in
Milk Cream and Sandal Saffron in Milk Cream.

Brand Name : Lux

About the Brand :

category.

Lux is one the biggest brands in the soap

Lux was launched in India in the year 1905. A unique

soap, which protects the skins fairness against darkening by the

sun.

The product contains a combination of sunscreen actives,

which are deposited on the skin as a protective layer, even as the

soap washes away dirt and grime. This breakthrough, for the first
time in the world, is the result of technology patented by HLL.

Target : Lux targets the women of age group of 15-40 having the
monthly family income Rs. 10000-20000 who are more concerned
about taking care of skin and wants dazzling skin. It targets at

the women from the middle class and above. In short, Lux has
worked it charm on millions of women making their dreams of
beauty come true.

Positioning : Lux wants to position itself as the premium beauty

care product for women, which gives them glowing skin and will
help in taking care of different type of skin. Lux positiones as a
Filmi Sitaron ka Soundarya Sabun

Price : 11.50

Advertising objective :

The advertising objectives of HLL for

Lux are to cover vast area (whole of India) and influence women
from 350 million middle class family to use Lux according to the
type of skin for radiance or glowing skin.

Advertisement Strategy : The advertising agency responsible

for Lux is HTA. The main aim of HTA is to project Lux as a product
for dreamy women who have her skin glow like a film Stars after
her bath. The recent model for this advertisement is Aishwarya
Rai.

Introduced in India in 1902, Pears soap has no equal. It is gentle

enough, even for babys skin.

Pears is manufactured like any other soap, but unlike in

conventional soaps, the glycerin is retained within the soap. That
is the cause if its unique transparency. After manufacturing, the
soap is mellowed under controlled conditions over weeks. At the
end of this maturing process, it is individually polished and
packed in cartons.

Today pears is available in three variants the

traditional amber variant, a green variant for oil
control and a blue variant for germ protection.

Brand Name : Pears

About the Brand : It is product from Hindustan Liver Limited

Target : It basically target to women from age group 15-45

Positioning : It positions as a clear soap as it contains glycerin

Price : Rs. 19.50 (75 gms)

Advertising objective : The objective is to popularize the brand

Advertisement Strategy

The strategy they took was to

project pears as a soap which contains Kuch nehin mean no

harmful chemical.

Sales Promotion : Buy 3 pears and save Rs. 8.50

Available Range & Size : 75 gms.

Rexona is one of Indias pioneer brands in family soaps. Launched

in 1947, it was positioned as a natural skin care soap to give silky,
glowing skin.

Since then the product has been constantly improved to keep up

with the expectations of the consumers.

In 1989 coconut was introduced in Rexona for the first time to

strengthen the overall skincare appeal of the brand. Rexona has
now been relaunched with cucumber extracts, in addition to
coconut oil and moisturizing milk cream.

Its creamy lather

purifies the skin, leaving it clear and flawless. It has also been
enhanced with a perfumed that lingers well after a bath.

Brand Name : REXONA

About the Brand : Product of Hindustan Level Ltd.

Target : Targets women of middle class

Positioning : It positioned as a soap which contains vegetable

oil.

Price : Rs 11.00 (100 gms)

Advertising Objective : To influence the middle class women

who looks for smooth and soft skin.

Advertisement Strategy : The strategy is to project the brand

as a product for women who have dry skin but wishing for soft
one.

Sales promotion : No scheme

Available Range & Size : 100 gms.

Brand Name : DENIM

About the Brand : It is a product of HLL

Target :

it targets all the men from upper middle class and

upwards.

Positioning : Positioned as a bathing soap for men.

Price : Rs. 16 (75 gms)

Advertising objective :
create niche for the men.

The advertisement objective is to

Advertisement Strategy : It project the soap as a product for

the men who doesnt have try to hard.

Sales Promotion : No scheme.

Available Range & Size : 75 gms and 125 gms.

Brand Name : DOVE

About the Brand : It is a product of HLL

Target It targets specially women of rice class.

Positioning : Dove is being positioned as an Alkaline substance

Free Soap with one fourth Moisturizer for highly sensitive skin..

Price : Rs. 35 (100 gms)

Advertising objective : To influence the rich women who wants

moisturizer not the soaps.

Advertisement Strategy : It project itself as not a soap but as

moisturizer.

Sales Promotion : Rs. 10 off.

Available Range & Size : 100 gms.

Procter
&
Gamble

Brand Name : PALMOLIVE EXTRA CARES

About the Brand : Palmolive extra care is a product from stable

of Colgate Palmolive company.

Introduce in 1998 and it was

able to capture a market share of 11% of the total premium

market in the urban area a mainly metro and semi-metro.

Target :

Palmolive extra care aiming at upper middle class

women and above. It target women from age group of 15-40.

Positioning :

Endorsed by Famina Miss India (Top model) it

positioned as the extra skin care taker, i.e. for different skin,
different soaps are used.

Price : Rs. 14.50 (75 gms)

Advertising objective : The advertisement objective of Golgate

Palmolive Ltd. was to popularize the brand and to influence the
upper middle class women of urban and semi-urban area.

Advertisement Strategy : Redeffussion Dy & R who is handling

this account apply certain strategy to achieve the advertisement
objective.

1.

The emphasis more on softness of beauty care

2.

As before they try to give more stress on Miss India and

beauty care

3.

To establish the brand as the ultimate skin care soap and

start providing solution to skin care problem, if one wants.

Sales Promotion : No scheme.

Available Range & Size : Palmolive extra care green for normal
skin Palmolive extra care white for dry skin, Palmolive extra care
pink for oily skin. (75 gms and 125 gms).

Brand Name : PALMOLIVE NATURAL

About the Brand : This brand was launched few months back
by Colgate-Palmolive India Ltd.

Target : Brand also targets to the women class from middle class
and above.

Positioning :

Positioned as a bathing soap which could take

extra skin care by natural means.

Price : Rs. 8 (75 gms)/ Rs. 17 (100 gms)

Advertising objective :

The objective is to create awareness

and popularize the brand.

Advertisement Strategy :

Emphasizing more on softness of

beauty aspect provided by natural ingredients.

Sales Promotion : Buy 3 get 1 free

Available Range & Size : P75 gms and 125 gms

Brand Name : FA SOAP

About the Brand :

fragrances.

The strength of the fa soap is its mild

Target :

It targeted the women class from middle class and

upwards.

Positioning : It position as a soap for women.

Price : Rs. 15

Advertising objective : The advertising objective of Henkel Spic

India Ltd. to influence the women.

Advertisement Strategy :

The advertisement strategy is to

present Fa as a soap for women who wants soft skin.

Sales Promotion : No scheme.

Available Range & Size : 75 gms and 125 gms

Brand Name : Dettol

About the Brand : It is a product from Reckitt & Piramal Ltd.

Target : It targets every upper Indian middle class family.

Positioning :

It positioned as a soap which makes family

Surakshit

Advertising objective : It is to present Dettol as a product for

skin security.

Advertisement Strategy : Emphasis on Suraksha part of dettol,

i.e. dettol suraksha

Sales Promotion : No scheme.

Available Range & Size : 125 gms

NIRMA

Band Name: NIMA

About the Brand: It is the product from Nirma Ltd.

Target: It caters to the needs of women of age group of 16-30.

Positioning: It positioned as a soap for women.

Price: Rs. 10

Advertising Objective: To attract the women from middle class

and upward family.

Advertisement Strategy: Strategy was to project the soap that

could make women more beautiful and feel young.

Sales Promotion: No scheme

Available Range & Size: Nirma Rose, Nima Sandel (100 gms)

Brand Name: MARGO SOAP

About the Brand: All new Margo, one of the fastest growing
premium soaps in India, promises a complexion aglow with the
goodness of neem.
Vested with antiseptic properties, the Neem in Margo cleanses
from deep down, removing germs, grime and blemishes but
without removing any vital body oils. This helps the complexion
to maintain its delicate sheen and enhances beauty naturally.

Target: It targets to the women who likes to take care of her skin
by natural means. It targets women of age group from 15-35.

Positioning: Position as soap with natural ingredients.

Price: Rs. 10.50

Advertising Objective: to influence the women who want

natural product.

Advertisement Strategy: to attract the consumer who wants

their skin to be taken care by natural and antiseptic product like
Neem.

Sales Promotion: Free Henko powder sachet with 2 pack of 75

gms.

Available Range & Size: 75 gms.

GODREJ

Brand Name: Fairglow

About the Brand: Fairglow has a unique Bio-extract Natural

Oxy-G that is of vegetable origin and absolutely safe. Its natural
action involves reduction of the black melanin in the skin without
changing the skins natural balance.

The Natural Oxy-G also

helps remove blemishes to give the user a smooth and glowing

complexion. FAIRGLOW therefore, provides fairness for the face
and the whole body without any extra effort. In sum, it gives the
twin advantages of a clean and fresh bath while also providing the
fairness benefit.

Target: It targets to the every women of India who wants to have

fair-bright complexion.
successful brand of 2001.

That is why it was one of the top

Positioning: It position as a beauty soap with Natural Oxy-G

which help the skin to reduce black melanin without changing
skins natural balance.

Price: Rs. 10
Advertising Objective: The objective is to attract every women
of the country who looks for better complexion.

Advertisement Strategy: It project the soap which could make

the face and whole body more fairer without any extra effort and
give twin advantage of clean and fresh bath.

Sales Promotion: No scheme is given.

Available Range & Size: 75 gms and 125 gms.

Brand Name: NEW CINTHOL SKIN FRESH

About the Brand: NEW CINTHOL SKIN FRESH is a unique

toilet soap with Orange extracts which gives freshness along with
skincare. Orange is an ingredient known for its skin benefits since
times immemorial and CINTHOL SKIN FRESH offers the same
benefits in the form of soap for a Fresh and Lively skin to all its
consumers.

Target: First it targeted to the men now the new Cinthol Skin
Fresh targets to the all people from young to old.

Positioning: It position itself as the beauty soap which keeps the

people fresh.

Advertising Objective: The objective is to influence all the

people who always try to keep themselves fresh.

Advertisement Strategy: The advertisement strategy is to

project new Cinthol Skin Fresh soap as an element of freshness as
well as cleaning.

Available Range & Size: Cinthol Regular (100 gms), Cinthol

International Lime (100 gms), Cinthol Lime Fresh (75 gms, 125
gms.).

Brand Name: ALLCARE

About the Brand: Godrej Allcare Family Health Soap is a

Double Action Soap which contains Germblaster, an effective
germicidal and moisturizers.

The Germblaster effectively fights

the germs while the moisturizers keep the skin soft and supple.

Target: It targets all the Indian family from middle class and up.

Positioning: Godrej position Allcare soap as a family soap which

could fight with the germs and kill the germs totally.

Price: Rs. 14

Advertising Objective: The objective is to attract all the middle

class Indian family.

Advertisement Strategy: The main aim of advertisement

strategy is to project Allcare as a family soap with germicidal
which keeps skin free of germs.

Available Range & Size: 75 gms & 125 gms.

JOHNSON
&
JOHNSON

Brand Name: JOHNSON BABY SOAP

About the Brand: Enriched with Johnsons Baby Oil, this is the
mildest gentlest and completely safe soap, to use on babys
delicate skin.

Target: Johnson baby soaps targets all the baby upto the age of 2
years.

Positioning: It position as a soap without any harsh chemical

and will take care of babys sensitive skin.

Price: Rs. 23

Advertising Objective: To influence the parents and wants their

baby should taken care by mildest and completely safe soap.

Advertisement Strategy: The main aim of advertisement

strategy is to project Johnson baby soap asa soap with no strong
perfumes, no colouring agents or any harsh chemicals that will
strip away the skins natural microbial flora. Causing no allergy or
irritation to babys skin.

Sales Promotion: No scheme is available now.

Available Range & Size: 100 gms.

Brand Name: JOHNSONs KIDS SOAP

About the Brand:This soap was launched to take care of kids
skin and giving them pleasure in bathing.

Target: Targeted specifically at kids. Children between 4 and 10.

Positioning: Positioned as a soap for kids of 4 10 years and at

the same time make bathing an enjoyable and fun experience.

Price: Rs. 18

Advertising Objective: Johnsons Kids Soap is the first soap of

its kind to be introduced in India and advertisement objective is to
create awareness and influence the

parents who wants their

children to be taken care by safe soap.

Advertisement Strategy: The strategy is to present Johnsons
Kids Soap which is made for them whose parents are concerned
about their kids skin as it contains a mild antiseptic to help fight
germs.

Sales Promotion: No scheme

Available Range & Size:

It comes in fun fragrances (Orange

Orange, Mast Mango, Pink Strawberry, Green Apple and Groovy

Grape) that appeal to kids, and its Star Shape make more
convenient to grip while bathing (75 gms & 125 gms).

COMPARISON OF MARKET SHARE OF HLL,

P&G,
GODREJ, NIRMA, AND J&J

10%

4%

12%
59%
15%

HLL
P&G
Godrej
Nirma
Johnson & Johnson

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

HLL products was greater than other companies, which shows
that the acceptance of HLL products are more by consumer.

The percentage of market shares are as follow:-

The market share of HLL is 59% of the total of consumed

products.

The market share of P&G is 15% of the total of consumed

products.

The market share of GODREJ is 12% of the total of consumed

products.

The market share of NIRMA is 10% of the total of consumed

products.

The market share of JOHNSON & JOHNSON is 4% of the total

of consumed products.

Therefore HLL is considered as the one of the

most branded and reliable company and the
product are frequently accepted and used by
each and every category of consumer. And
the HLL put its all effort to maintain its

standard with respect to price and the quality

of the products.

2.

The brands generally demanded by the consumer.

I.

HLL demanded approximately 60%.

II.

P&G demanded approximately 15%.

III.

NIRMA demanded approximately 15%.

IV.

JOHNSON & JOHNSON demanded approximately 10%.

70%
60%

HLL demanded (Approx.)

50%
P&G demand (Approx.)

40%
30%

Nirma demanded (Approx.)

20%

Johnson & Johnson

demanded (Approx.)

10%
0%
1

Graphical representation of the brands demanded by the

consumer

4.

On the question that how much the brand name of the

soap is important for the consumer during the purchasing of
the soap.

Near about 40% are causes about the brand

names of the soap, 25% are not, about 20% used regular
brands and 15% of them are not answered.

50%
40%
30%
20%
10%
0%

Serious about the

brands
Not serious
Usually used same
brands
Not answered

DATA ANALYSIS

1.

After the survey (50 samples) the population understands

the soap by its brands regarded with quality. The results
are:
I 30% known by the company name.
II 45% known by the quality of the soap.
III 10% known by the identifying the name.
IV 15% known by the types of the soaps.

50%

Company name

40%

20%

Quality of the
soap
Identifying name

10%

Types of the soap

30%

0%
1

2.

Mostly consumer uses.

I

HAMMAM 5%

II

DETTOL 9%

III

LUX 28%

IV

LIRIL 20%

BREEZE 8%

VI

DOVE 3%

VII

PEARS 4%

VIII

LIFEBOUY 13%

IX

NIRMA 14%

OTHERS 6%

30%

Hammam

25%

Dettol
Lux

20%

Liril

15%

Breeze
Dove

10%

Pears

5%

Lifebouy

0%

Nirma
1

Others

3.

The individual rates their present soap by the following

qualitiesI

Packaging of soap 15%

II

Company name 20%

III

Price of the soap 30%

IV

All of the above 35%

40%
30%
20%

Series1

10%
All of the
above

Price of
the soap

Company
name

Packaging
of soap

0%

4.

All the individuals preferred to change new brand of the

soap.
I

Frequently changes the brands 10%

II

Rarely changes the brands 40%

Punctual on one brand 45%

II

Changes according to the climatic situation 5%

40%
30%
Series1

20%
10%
All of the
above

Price of
the soap

Company
name

Packaging
of soap

0%

5.

The factors which make the consumer to purchase the soap

as rated.
I.

Parent suggestion 35%

II.

Friends suggestion 15%

III

T.V. advertisement 25%

IV

Owned suggestion 25%

40%
35%
30%
Parent suggestion
Friends suggestion
T.V. advertisement
Owned suggestion

25%
20%
15%
10%
5%
0%
1

6.

After the survey of 50 samples I analyse that large family

uses-.
I.

HLL 45%

II.

P&G 15%

III

JOHNSON & JOHNSON 10%

IV

NIRMA 30%

OTHERS 5%

45%
40%
35%
HLL
P&G
Johnson & Johnson
Nirma
Others

30%
25%
20%
15%
10%
5%
0%

7.

After the survey of 50 samples I analyse that small family

uses-.
I.

HLL SOAPS 30%

II.

P&G 15%

III

JOHNSON & JOHNSON 20%

IV

NIRMA 30%

OTHERS 5%

35%
30%
25%

HLL Soaps
P&G
Nirma
Johnson & Johnson
Others

20%
15%
10%
5%
0%
1

8.

In the premium segmentation of the soap the rich people

usesI.

Pears 30%

II.

Dove 55%

III

Camey 10%

IV

Doy 5%

FINDINGS OF STUDIES

After the research of my study I found that

Lower class people use Nirma & Lifebuoy because it

cost price is very less and they can afford to buy it.

Middle class people uses Lux, Cinthol & Liril because

these are economical soaps.

Upper class people use Camay, Pears & Dove these

soaps tell of high society.

Most people like HLL products because it has got

varieties of products.

Lux & Breeze are favorites of women.

Johnson & Johnson have targeted the children and

they have achieved it.

People say that price of Dove & Pears should be

economical to all categories.

People demands for Nirma soaps mostly because it is

economical.

SUGGESTION AND RECOMMENDATION

On the basis of my studies I want to suggest that P&G has to make out the more products varieties according with
different product segmentations same as the HLL did to grasp the market shares.

Because any company stands in the competitive market should

have lot of varieties of products to overtake the entire market.
The P&G has to check out there pricing strategy because the price
of the HLL is much lesser than P&G and other companies.
The sales and promotional activities of HLL is very effective than
other competitive companies.

The HLL invest more money on

advertisement and it also emphasize on the dealer network

distribution with the help of there talented marketing executives.
Therefore, I suggest to other related companies that they should
emphasis on there sales and promotional activities and should
make there proper marketing strategy.
Last but not least the channel of distribution, packaging,
segmentation and moreover only after the proper marketing
research they should launch their new products in the market to
grasp the entire market and increase their market shares.

Page:7
Our product and its features &U.S.P
What is the name of your product?
Enlist its features. What is going to be your
U.S.P

Ans:

CONCLUSION
Heat and dust are integral part of Indian climate. This makes
Indian as one of the ideal market for soaps and other cleaning
products. As we know that the consumer keeps limited
inventory of soap products and prefers to purchase them
frequently, as and when required. Many of these products are
perishable. The penetration of bathing soaps is 98% of all
households. The research study shows that the per capita
consumption of bathing soap is 513gm. So there is a very big
market for soap in India. The total turnover of soap or market in
India is 54 lakhs tone per annum and is increasing at the rate of
5% per annum. In which HLL is the market leader with 59% of
share followed by godrej. Other major players are Nirma Ltd.,
Colgate-Palmolive Ltd., Henkel-Spic India Ltd. The soap

market is not only segmented on the basis of price and benefits

but even a range of emotions within that outlining frame work.

Therefore according to research done on the soap industries I

have reached to the following conclusions-

The frequent used soap was Lux (28%) then

Nirma (14% the second position.

The appealing factors are soaps were price

which was followed by size then the medicinal
qualities and so on.

The person self was having the highest

percent in decision making for buying soaps.

58% were male respondents and 42% were

female.

The age group of the respondents was highest

between 20 30 years in the sample design.

QUESTIONNAIRE

Information Requirement
I.

Consumer perception of brands and the important they

attach the brand name.

II.

The extent to which the consumer think the following

attributes company name, shape, skincare.

III.

The buying process involved in the selection of soap.

IV.

Consumer attitude towards retreating.

Questions1)

which companys soap do you use regularly?

HLL
2)

P&G

Godrej

Nirma

J&J

What do you understand by the term brand of soap?

i)

Company Name

ii)

Quality of the soap

iii)

Identifying name

iv)

Type of the soap

3)

Please name some soap companies that you have heard of.

4)

How important us the brand name of a soap?

5)

6)

i)

Not important

ii)

Important

iii)

Very important

How do you rate your present soap the following qualitiesi)

Packaging of soap

ii)

Company name

iii)

Price of the soap

Are you satisfied with the overall performance of your

present soap?
i)

Satisfied

ii)

dissatisfied

7)

Have you ever change new brand of soap.

i)

8)

Yes

ii)

No

Did you change both the soap at the same time and one

time?
9)

What do you want change over to the present soap?

10) How did you decided that your replacement?

i)

Your friend

ii)

your own

11) What are the factors that you considered when you purchase
the soap?
i)

Parents suggestion

ii)

Friend suggestion

iii)

T.V. Ads

12) In the premium segment which soap do you use?

(i)

Pears

(ii)

Dove

(iii)

Camey

(iv)

Doy

13) What are the factors that you considered when you purchase
the soap?
i)

Company name

ii)

Price of soap

iii)

Past experience

iv)

Advertising

14) KINDLY TICK the once you have heard of company

i)

Lux

ii)

Doy

iii) Dove

iv Cinthol v) Dettol
)

vi Hama

vii Liril

viii Breez

ix Nivia

15) Which companys advertisement do you prefer more?

i)

HLL

ii P&G

iii

Nirma

PERSONAL INFORMATION
16) Your age group
i)

18 25

ii)

25 35

iv Godrej
)

v) J&J

iii)

35 50

iv) 50 above

17) Your family income

i)

4000 6000

iii)

8000

ii)

6000 8000

iv) 12000

12000

above

18) Your educational qualification

i)

High school

ii)

Intermediate

iii)

Graduation

iv) Above

18) What is your occupation status?

i)

Own

ii)

Service

business
iii)

Students

iv) Unemployed

BIBLIOGRAPHY

1.

www.hll.com

2.

www.gpcl.com

3.

www.jjibp.com

4.

www.nirma.com

5.

www.colgate.com

6.

www.jkhc.com

7.

www.henkel.com

8.

Research Methodology, C.R. Kothari

9.

Marketing Research, Harper W. Boyd

10.

Marketing Management, Philip Kotler