RESEARCH PROJECT REPORT (MBA-6) Comparative study of Soaps Comparative study of Soaps HLL, P&G, Godrej, Nirma and HLL, P&G, Godrej, Nirma and Johnson & Johnson Johnson & Johnson SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR MBA DEGREE PROGRAMME OF I P UNIVERSITY SUBMITTED BY: SANTOSH KUMAR YAVAD MBA (IV) SEM, 2009-2011
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Comparative study of Soaps HLL, P&G, Godrej, Nirma and Johnson & Johnson
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RESEARCH PROJECT REPORT(MBA-6)
Comparative study of SoapsComparative study of SoapsHLL, P&G, Godrej, Nirma andHLL, P&G, Godrej, Nirma and
Johnson & JohnsonJohnson & Johnson
SUBMITTED IN PARTIAL FULFILLMENT OF THEREQUIREMENT FOR MBA DEGREE PROGRAMME OF
I P UNIVERSITY
SUBMITTED BY:SANTOSH KUMAR YAVAD
MBA (IV) SEM,2009-2011
CERTIFICATE
To whomsoever it may concern
This is to certify that Mr. santosh kumar yadav a student of MBA IV semester of this
institute has done his research project report under my supervision and guidance. The
project report titled – “Comparative study of Soaps HLL, P&G, Godrej, Nirma andComparative study of Soaps HLL, P&G, Godrej, Nirma and
Johnson & JohnsonJohnson & Johnson” has been prepared and submitted by the above student in partial
fulfillment of the requirement of Master Of Business Administration of I P university.
Signature Signature
Date:Place: Greater Noida
DECLARATION
Place : Graeter Noida
Date :……………… (________________)
PREFACE
Projects and research works are integral part of academic curriculum.
During the process a student gets an opportunity to study the market
scenario and set the practical aspects of theory which makes the
concept clear.
This is an outcome of the research work and study of market that
undertaken on the subject related to “Comparative study of Soaps of
HLL, P&G, Godrej, Nirma and Johnson & Johnson” for the
partial fulfillment of Master of Business Administration.
The project is done with the objective to study the Purchasing
Procedure of soaps. This study and research is also to understand the
value of sales and ads promotion campaign so also the perception of
soaps users and its circulation power.
This project has been analyzed by meeting a proper number of soap
users in NCR region by direct interviews and questionnaire method.
It has been quite exciting and enjoying experience to perform this job.
My detailed research and analysis has been followed in a sequential
manner. It has been presented hereby.
ACKNOWLEDGEACKNOWLEDGE
Business World is very much competitive and moving fast with lots
of changes every minute in strategies and policies of market.
This work is a synergistic product of many minds. I am grateful for
the inspiration and wisdom of many thinkers and for the trans-
generational sources and roots of this wisdom.
It has been a great opportunity to undertake research on the subject
Comparative study of Soaps of HLL, P&G, Godrej, Nirma and
Johnson & Johnson. No amount of words can express the
benevolence and supportive help given to me by my guide
Ms. Renu singh
I also want to thank my family members for their guidance and
support in the completion of this project successfully. Last but not
least I extend my gratitude to all the people whose constant guidance
and support made the completion of this project a much more
enriching experience.
I hope this project would be liked and appreciated by faculty members
and students.
Table of ContentsTable of Contents
1. INTRODUCTION
2. OBJECTIVE OF STUDY
3. SCOPE OF STUDY
4. RESEARCH METHODOLOGY
5. LIMITATION
6. PRODUCTS
7. CONCEPTUAL ASPECTS OF THE STUDY
8. DATA ANALYSIS
9. FINDING OF STUDY
10. RECOMMENDATION & CONCLUSION
11. QUESTIONNAIREQUESTIONNAIRE
12. BIBLIOGRAAPHY
Introduction of FMCG Introduction of FMCG
FMCG refers to consumer non-durable goods requirement for daily or frequent
use. Typically, a consumer buys these goods at least once a month.
The sector covers a wide gamut of products such as detergents, toilet soaps,
It comprise of 35% of the market. The red carbolic cakes are low price
germ killers. The names of few of the functional brands are OK, Nirma
bath and Lifebuoy. The prices of this brand soaps range from Rs. 5 to Rs.
8 per 75 gms.
2.2. Popular soapsPopular soaps
The biggest share in the soap market, popular soap have a market share of
55%. The price of this category of soaps ranges from Rs. 8-12 for a 75
gm cake. Each soap wants to posses a special benefit like fragrance,
freshness etc.
3.3. Premium soapsPremium soaps
It comprises of 7% of the total market. Premium brands are priced in Rs.
12-30 range for 75 gm cake. People are willing to pay more for this
category of soap and several other brands have special relationship and
people. Some of the premium brand rolling market once Cinthol
ultimate, Lux International, Palmolive extra care, Le Sancy, Dettol, etc. to
name a few.
4.4. Super premium soaps :Super premium soaps :
This category soap is the most tiniest part in the soap market and have a
share of only 24% of the total soap market. The price range starts from
Rs. 30 and above for 75 gm.
Market Share (Soap)Market Share (Soap)
The economy soap constitute 35% of market share, popular soap constitute
major portion of market share, 55% then premium and super premium constitute
7% and 3% respectively.
Segmentation of soap on the basis of priceSegmentation of soap on the basis of price
From the above figure, it is very much clear that most of the toilet soaps
available in India fall into the category of popular and premium soaps, both of
these groups accounts 43%, functional soaps accounts 10% and there is small
percentage for the super premium soaps.
List of soaps with their segments and pricesList of soaps with their segments and prices
Functional
/Economy
Rs. 5-8
Popular
Rs. 9-12
Premium
Rs. 13-30
Super Premium
Rs. 31 and above
Breeze Nima Palmolive Extra Dove
Jai Medimix Lux Skin Care
Palmolive Natural Hamam Pears
Lifebuoy Rexona Nevia
Borosoft Johnson Baby
Soap
Margo Doy
Liril Johnson Kids
Neem Denim
Fair Glow Fa
Cinthol Park Avenue
(The entire price given for 75 gms)
Segmentation of soap on the basis of TFM Segmentation of soap on the basis of TFM (Total Fatty Matters ) contents(Total Fatty Matters ) contents
TFM 60-65% TFM 66-70% TFM 71-75% TFM 76-80%
Medimix Jai Breeze Dove
Palmolive natural Lux Hamam Nima
Lifebuoy Neem Rexona Fairglow
Lifebuoy gold Borosoft
Liril Dettol
Pears Cinthol
Denim Nevia
Lux Skin Care
Palmolive Extra
care
Park avenue
Doy
Fa
Johnson Baby
soap
Aramusk
OBJECTIVE OF STUDY
Every study has certain objective there is no study without the objective,
because objective are the purpose of study. No study serves any existence
without its significant thus; they are the backbone on which the body study
stands.
a) To find out the awareness of FMCG product among the customers.
b) To find out the factors affecting the purchase of FMCG products.
c) To find out from where the customer prefer to buy the FMCGI products.
d) To find out which bank is being preferred by the customer.
e) To find out the purpose of taking FMCG products.
SCOPE OF STUDY
“According to father of marketing - PHILIP KOTLER
Marketing research is the systematic design analysis, collection and finding of
relevant data to specific marketing situation facing the company”
According to American Marketing Association
“Marketing is systematic gathering, recording of data about problem relating to
marketing of goods and services.”
So it is clear that the marketing research on the myriad problem of marketing.
Its purpose is to systematic gathering and analysis of information and of course
to provide aid of marketing management.
It is important to clarify the relationship and difference between marketing
research and marketing information system (M.I.S.) where as job of MIS is to
supply marketing information, problem analysis is the job of marketing
research. Marketing research too generates and utilizes marketing information
but its purpose is problem solving.
Research MethodologyResearch Methodology
Classification of Marketing Research
(Based on subject of research)
The various marketing research problems can be classified based on subject
matter of research as shown below :
Research on products
Research on market
Research on consumer
Research on advertising and promotion
Research on distribution
Research on price
Research on competition
Research on sales
Research process consists of seven steps which in practical works.
1. Analyzing purpose : Need of theoretical concepts in practical works.
2. Review of literature : Literature review of various books on
marketing management to acquire the knowledge about the subject.
3. Formulation of Hypothesis : The basic hypothesis and a random
sample of people to be formulated or to be taken.
4. Research Design : Research design of project to be done and sample
size to be taken as per the requirement.
5. Collection of Data : Method of collection of primary and secondary
data to be achieved.
6. Analysis of Data : The data to be analyzed with respect to the
theories given in the books which are referred and known to us.
7. Interpretation and Reporting : This is the resultant of analysis of
data, which is collected by survey and company visit.
Research Process DiagramResearch Process Diagram
This project has followed all the above criteria’s and following things are taken
into consideration for the preparation report :
Research Design Research Design
A research design is purely and simply the focus of the study in on studying the
banner advertising is conclusive in nature that guides to the collection and
analysis of data. The descriptive research design has been used in this project,
because consumer’s feedback was necessary for obtaining the data.
Data sourcesData sources
Primary data was collected by the questionnaire based marked survey.
Secondary data was obtained from journals, magazines newspapers, books and
the internet.
Problem Definition
Discovery & Definition
Research Design
Conclusion and Report
Sampling
Data processing and Analysis
Data Gathering
Research InstrumentResearch Instrument
For doing the survey research, structured questionnaire with both open ended
and close ended questions were used.
Mode of SurveyMode of Survey
The mode of survey was personal interview with the respondents during the
filling up of the questionnaire.
SamplingSampling
The sampling used for this study was probability sampling. Since the study is
only meant for certain specific categories within the total population, a stratified
random sample was used. Three groups of categories have been taken into
account viz. students professionals and general public.
Sample SizeSample Size
A sample size of 150 respondents is used for the study.
Sample Unit Sample Unit
This study was basically an opinion survey of the male of female in category of
students, professionals and section A, B, & C people.
Place of studyPlace of study
The study and survey is done in national capital region only.
LIMITATION
During the working of this project, I faced many problems, which has led to the
limitation of the work. These limitations could not be controlled even after taking
enough preventing measures. I hope the following limitations will not affect the study
of the project and its analysis.
a)Those sample sizes for the customer could not have been large due to time
constraints, it was at 100 only.
b)The survey was conducted in NOIDA city only.
c) While conducting the survey unavoidable error kept in such as, non-response
error, and inaccuracy in response.
d)Because of there, busy schedule and workload some of the respondents were
not in the position to spare sufficient time and therefore their questionnaire
filled hurriedly.
e)Personal bias might have crept in at any stage.
f) Time was the major constraint for conducting study.
g)The information is collected from the web sites, broachers and books only.
h)The customer bases analysis on the information collected by the
questionnaire.
I have taken secondary data in consideration while undertaking my study
PRODUCTS
HINDUSTANHINDUSTAN
LEVERLEVER
LIMITEDLIMITED
Breeze scent magic is the soap which fulfills the aspirations of women of rural
India. Breeze has offered them ‘beauty at an affordable price, making them
look and feel beautiful.
Research and consumer visits have shown that the desire for great fragrance
featured highest in the daily beauty regime of discount soap users. Breeze
explores this through the proposition of scent in a soap scent ka kamala, ab
sabum mein’ and explicitly propagates the brand promise of the Hameshaa
Kuchh extra. It delivers all this and still matches consumer’s needs in terms of
price and quantity offered staying true to its word.
Breeze has been enriched with 19 special scent oils, which ensure that one
smells good for a long time though the day. Introduced in variants like scent
magic, scent magic lime, and scent magic sandal, Breeze strives towards
fulfillment the company’s mission of being inventive in creating value.
Brand Name : BreezeBrand Name : Breeze
About the Brand : Originally launched in 1989, Breeze is today perceived to be
a good value for money brand – with outstanding sensory experience. Its
strengths are its fragrance, lather and the soft feeling it has on the skin.
Target : Breeze is a mass market soap that sells in the economy segment. It
targets to the people who wants to feel fragrance during the bath.
Positioning : Breeze is positioned for her who considered it as more than just
soap. It is, in fact, her beauty aid, her only cosmetic, and one that she can
afford. She regards Breeze as her only way of fulfilling her dream of looking
beautiful.
Brand Name : Lux Sunscreen formulaBrand Name : Lux Sunscreen formula
About the Brand : The new, patented technology called the ‘Sunscreen
Formula’ contains a combination of sunscreen ‘actives’, which are deposited on
the skin as a protective layer, even as the soap washes away dirt and grime.
This unique formula is the climax of a long search for a product that’s easy to
apply, safe to use, affordable and provides optimal protection from UV ray.
Target : It target at the women from upper middle class above. It target to the
women of age group of 15-45 who were very much concerned about their skin
under the sun.
Positioning : It position itself as a protective layer to the women’s skin also
who can go out in the blazing sun without worrying about losing her
complexion.
Advertising Objective : The advertising objective of HLL is to influence the
women who used to go out in the blazing sun.
Advertising strategy : Strategy is to project Lux sunscreen formula as a
protection from ultra violet ray.
Available Range and price : 75 gms
Dove soap, which was launched by Uniliver in 1957, has been available in India
since 1995. It provides a refreshingly real alternative for women who recognize
that beauty is not simply about how you look, it is about how you feel.
The skin’s natural pH is slightly acidic 5.5-6. Ordinary soaps tend to be
alkaline, with pH higher that 9. Dove is formulated to be pH neutral (pH
between 6.5 and 7.5) and to be mild on skin. This makes it suitable for all skin
types for all seasons. While Dove soap bar is widely available across the
country, Dove body was is available in selected outlet.
Globally, Dove has been extended to many other countries. Since the 1980s, for
example, Unilever has launched a moisturizing body-wash deodorants, body
lotions, facial cleansers and shampoos and conditioners, providing a
comprehensive range of solutions to bring out true inner beauty.
When it comes to soap, Hamam is considered to be the most reliable option.
Launched in 1934, Hamam has traditionally been a soap that takes care of your
skin in a natural way.
According to a research conducted by Indica Research in May 2003, 78% of
Doctors in Tamil Nadu recommend Hamam.
Besides being a perfectly balanced soap, Hamam takes on a very modern and
trendy look. Hamam’s enhanced fragrance now provides a longer lasting
freshness. The new attractive oval shaped Hamam comes in an attractive and
modern packaging. The ingredients that are used in Hamam-Neem, Tulsi and
Aloe Vera-by themselves have great therapeutic values.
Hamam, the brand is very true to its tagline that says, “Everything in life is
about balance”.
Brand NameBrand Name : : HAMAMHAMAM
About the Brand : It is a product from HLL
Target : It targets to the middle class Indian Family.
Positioning : It positioned as a family soap with natural ingredients.
\
Price : Rs. 10 (100 gms)
Advertising objective : It is to emphasis on the natural quality of the soap.
Advertisement Strategy : It project as a natural product for every Indian
middle class family.
Sales Promotion : No scheme
Available range & size : 100 gms
Making a billion Indians feel safe and secure by meeting their health and hygiene needs is the mission of Lifebuoy.
The world’s largest selling soap offers a compelling health benefit to the entire family. Launched in 1895, Lifebuoy, for over a 100 years, has been synonymous with health and value. The brick red soap, with its perfume and popular Lifebuoy jingle, has carried the Lifebuoy message of health across the length and breadth of the country.
The 2002 and 2004 re-launches have been turning points in its history. The new mix includes a new formulation and a repositioning to make it more relevant to both new and existing consumers.
Lifebuoy is now milled toilet soap with a new health fragrance and a contemporary shape. The new milled formulation offers a significantly superior bathing experience and skin feel. This new mix has registered conclusive and clear preference among existing and new users.
The new Lifebuoy is targeted at today’s discerning housewife with a more inclusive “family health protection for my family and me” positioning. Lifebuoy has made a deliberate shift from the male, responsible benefit of health to a warmer, more versatile, more responsible benefit of health for the entire family.
At the upper end of the market, Lifebuoy offers specific health benefits through Lifebuoy Gold and Plus. Lifebuoy Gold (also called Care) helps protect against germs which cause skin blemishes, while Lifebuoy Plus offers protection against germs which cause body odour.
Brand Name : LifebuoyBrand Name : Lifebuoy
About the Brand : Launched in the year 1895, Lifebuoy, for over a 100 years,
has been synonymous with health and value. The brick red soap, with its
perfume and popular Lifebuoy jingle have carried the Lifebuoy message of
health across the length and breadth of the country, making it the largest selling
soap brand in the world.
In 2002 Lifebuoy was re-launched, making a new turning point in its history.
The new mix includes a new formulation and a repositioning of the brand to
make it more relevant to both new and existing consumers.
Target : The new Lifebuoy is targeted at today’s discerning housewife with a
more inclusive “family health protection for my family and me” positioning.
Positioning : Lifebuoy has made a deliberate shift from the male, victorious
concept of health to a warmer, more versatile, more responsible benefit of
health for the entire family.
Brand Name : Lifebuoy International Gold
About the Brand : The brand was launched by Hindustan Level Ltd. This
soap is not a red carbolic soap as Lifebuoy normally is.
Target : It targets to the every Indian family starting middle class.
Positioning : It positioned as a family a soap
Price : Rs. 10.
Advertising objective : Objective is to differentiate the new brand from the old
one.
Advertisement strategy : The strategy they followed was to emphasis on the
quality aspect of the soap as well as the colour of the soap as it is totally a white
in colour.
Sale Promotion : Ear ring free with three pack of soap.
Available Range and Size : 75 gms.
LIRILLIRIL
For 28 years, freshness has been clearly identified with one name Liril.
Liril expressions have always set trends whether it is a bathing beauty in a
waterfall of “La-i-ra-i-laa!”. The energy and excitement levels associated with
the brand have to be experience to be believed with changing times. Liril has
donned many avatars: Presently, Liril Soft Aloe Vera & Lime, Liril Icy Cool
and Liril Orange Splash are making waves.
Brand Name Brand Name : : LIRILLIRIL
About the Brand : Product from HLL.
Target : it targets to the women of upper middle class
Positioning : Positioned as a beauty soap for female.
Price : Rs. 15
Advertising objective : To popularize the brand by using beautiful model.
Advertisement Strategy : It presented the soap as a product for women who
doesn’t gave it up in any condition.
Sales Promotion : No scheme.
Available Range & Size : Liril Lime, Liril Aqua (75 gms)
Lux stands for the promise of beauty and glamour as one of the India’s most
trusted personal care brands. Lux continues to be a favourite with generations
of users for the experience of a sensuous and luxurious bath.
Since its launch in India in the year 1929, Lux has offered a range of soaps in
different sensuous colours and world class fragrances. 2003 saw one of the
biggest milestones in the history of Lux. From being just a beauty soap of film
stars, Lux recognized the need for a compelling message about beauty that
would resonate with women of today.
Lux is available in four different variants – Exotic flower petals and Jojoba Oil,
Almond Oil and Milk Cream, Fruit Extracts and Honey in Milk Cream and
Sandal Saffron in Milk Cream.
Brand Name : LuxBrand Name : Lux
About the Brand : Lux is one the biggest brands in the soap category. Lux was
launched in India in the year 1905. A unique soap, which protects the skin’s
fairness against darkening by the sun. The product contains a combination of
sunscreen actives, which are deposited on the skin as a protective layer, even as
the soap washes away dirt and grime. This breakthrough, for the first time in
the world, is the result of technology patented by HLL.
Target : Lux targets the women of age group of 15-40 having the monthly
family income Rs. 10000-20000 who are more concerned about taking care of
skin and wants dazzling skin. It targets at the women from the middle class and
above. In short, Lux has worked it charm on millions of women making their
dreams of beauty come true.
Positioning : Lux wants to position itself as the premium beauty care product
for women, which gives them glowing skin and will help in taking care of
different type of skin. Lux positiones as a Filmi Sitaron ka Soundarya Sabun”
Price : 11.50
Advertising objective : The advertising objectives of HLL for Lux are to cover
vast area (whole of India) and influence women from 350 million middle class
family to use Lux according to the type of skin for radiance or glowing skin.
Advertisement Strategy : The advertising agency responsible for Lux is HTA.
The main aim of HTA is to project Lux as a product for dreamy women who
have her skin glow like a film Stars after her bath. The recent model for this
advertisement is Aishwarya Rai.
Introduced in India in 1902, Pears soap has no equal. It is gentle enough, even
for baby’s skin.
Pears is manufactured like any other soap, but unlike in conventional soaps, the
glycerin is retained within the soap. That is the cause if its unique transparency.
After manufacturing, the soap is mellowed under controlled conditions over
weeks. At the end of this maturing process, it is individually polished and
packed in cartons.
Today pears is available in three variants – the traditional amber variant, a green
variant for oil control and a blue variant for germ protection.
Brand Name : PearsBrand Name : Pears
About the Brand : It is product from Hindustan Liver Limited
Target : It basically target to women from age group 15-45
Positioning : It positions as a clear soap as it contains glycerin
Price : Rs. 19.50 (75 gms)
Advertising objective : The objective is to popularize the brand
Advertisement Strategy : The strategy they took was to project pears as a
soap which contains “Kuch nehin” mean no harmful chemical.
Sales Promotion : Buy 3 pears and save Rs. 8.50
Available Range & Size : 75 gms.
Rexona is one of India’s pioneer brands in family soaps. Launched in 1947, it
was positioned as a natural skin care soap to give silky, glowing skin.
Since then the product has been constantly improved to keep up with the
expectations of the consumers.
In 1989 coconut was introduced in Rexona for the first time to strengthen the
overall skincare appeal of the brand. Rexona has now been relaunched with
cucumber extracts, in addition to coconut oil and moisturizing milk cream. Its
creamy lather purifies the skin, leaving it clear and flawless. It has also been
enhanced with a perfumed that lingers well after a bath.
Brand Name : REXONABrand Name : REXONA
About the Brand : Product of Hindustan Level Ltd.
Target : Targets women of middle class
Positioning : It positioned as a soap which contains vegetable oil.
Price : Rs 11.00 (100 gms)
Advertising Objective : To influence the middle class women who looks for
smooth and soft skin.
Advertisement Strategy : The strategy is to project the brand as a product for
women who have dry skin but wishing for soft one.
Sales promotion : No scheme
Available Range & Size : 100 gms.
Brand Name : DENIM Brand Name : DENIM
About the Brand : It is a product of HLL
Target : it targets all the men from upper middle class and upwards.
Positioning : Positioned as a bathing soap for men.
Price : Rs. 16 (75 gms)
Advertising objective : The advertisement objective is to create niche for the
men.
Advertisement Strategy : It project the soap as a product for the men who
doesn’t have try to hard.
Sales Promotion : No scheme.
Available Range & Size : 75 gms and 125 gms.
Brand Name : DOVE Brand Name : DOVE
About the Brand : It is a product of HLL
Target It targets specially women of rice class.
Positioning : Dove is being positioned as an Alkaline substance Free Soap with
one fourth Moisturizer for highly sensitive skin..
Price : Rs. 35 (100 gms)
Advertising objective : To influence the rich women who wants moisturizer
not the soaps.
Advertisement Strategy : It project itself as not a soap but as moisturizer.