Cinthol
Soaps

A
Consumer
Behavior
Research
Study

Sanjeev
Varshney

Professor
(Marketing
Area),
XLRI


SUBMITTED
BY:

GROUP
2

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


[Type
the
abstract
of
the
document
here.
The
abstract
is
typically
a
short
summary
of

the
contents
of
the
document.]

GROUP
2B
 
 CINTHOL
SOAPS


Godrej
Consumer
Products
Limited


An
Introduction


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


charkha
 to
 nights
 at
 the
 call
 centres.
 The
 founder,
 Ardeshir
 Godrej,
 lawyer‐turned‐

locksmith,
was
a
persistent
inventor
and
a
strong
visionary
who
could
see
the
spark


in
the
future.
His
inventions,
manufactured
by
his
brother
Pirojsha
Godrej,
were
the


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


enjoys
the
patronage
and
trust
of
over
400
million
Indians
every
single
day.


With
7
major
companies,
with
interests
in
real
estate,
FMCG,
industrial
engineering,


appliances,
furniture,
security
and
agri
care
–
to
name
a
few
–
their
turnover
crosses


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


bhangara
or
the
kurta
–
that
we
may
be
surprised
to
know
that
20%
of
their
business


is
 done
 overseas.
 They
 have
 presence
 in
 more
 than
 60
 countries
 ensures
 that
 the


customers
are
at
home
with
Godrej
no
matter
where
they
go.
With
brands
one
can


believe
in,
service
excellence
one
can
count
on
and
the
promise
of
brighter
living
for


every
customer,
Godrej
knows
what
makes
India
tick
today.


Godrej
Consumer
Products
(GCPL)
is
a
leader
among
India's
Fast
Moving
Consumer


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


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


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


coverage,
 while
 factories
 located
 at
 Malanpur
 (Madhya
 Pradesh),
 Thana
 (Himachal

GROUP
2B
 
 CINTHOL
SOAPS


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


diverse
requirements
of
the
product
portfolio.
With
the
acquisition
of
Keyline
Brands


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


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


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


Middle
East.


They
have
recently
acquired
49%
stake
in
Godrej
Saralee
Limited.
GSLL
is
the
market


leader
in
household
insecticides,
air
care
and
hair
cream
in
India
with
popular
brands


like
Good
Knight,
JET,
HIT,
AmbiPur,
Brylcreem
and
Kiwi.



The
Brand
Cinthol


Cinthol
soaps


Product:
The
brand
Cinthol
is
a
60
year
old
brand
and
is
one
of
the
flagship
brands
of


GCPL.



Variants
in
Cinthol
soap
category:


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


increasigly
 relevant
 benefit
 of
 protection
 from
 body
 odour
 along
 with
 great


fragrance.
Few
of
the
functional
attributes
included:


 Active
Deo
Formula
‐
To
control
body
odour


 Ultra
Scent
Technology
‐
For
long
lasting
fragrance


 Revitalizing
freshness
24X7




GROUP
2B
 
 CINTHOL
SOAPS


b) Cinthol
Fresh:
Cinthol
Fresh
was
launched
in
1989
as
a
lime
fresh
soap
which


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


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


Cinthol
Fesh
now
has
two
variants:
Fresh
Lime
and
Fresh
Aqua


Cinthol
Fresh
Lime:

Cinthol
Fresh
Lime
is
build
with
the
signature
Cinthol
lime


fragrance
 wwhcih
 is
 designed
 to
 offer
 an
 amazing
 sensorial
 experience
 to


keep
you
fresh
through
the
dat.
Formulated
with
extract
of
real
lime
Cinthol


Fresh
 Lime
 provides
 deap
 cleansing
 along
 with
 active
 freshness
 and
 vitality.


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


grade1
soap
with
76%
TFM.


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


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


tremedous
 response
 from
 the
 consumers.
 It
 has
 unique
 aqua
 minerals
 that


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


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


remain
fresh
ad
your
skin
looks
hydrated
all
day.


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


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


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


fragrance.
The
Soap’s
special
complete
complexion
care
ingredient
has
been


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

GROUP
2B
 
 CINTHOL
SOAPS


Old
cinthol
in
the
market,
very
popular
in
south
India.
“Look
fresh,
stay
f
resh.


Get
active”


Positioning


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


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


relaunched
with
the
same
positioning
with
Hrithik
Roshan
as
the
brand
ambassador.


Promotion


Cinthol’s
recent
campaign
with
Hrithik
captures
the
attitude
of
the
sporty,
energetic


Indian
 who
 enjoys
 an
 active
 lifestyle.
 The
 communication
 features
 a
 series
 of
 high


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


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


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


India’s
upwardly
mobile
buyers
who
increasingly
want
to
lead
a
twenty
four
by
seven


life
that
has
non‐stop
action
written
all
over
it.


Current
stand
in
the
market


Cinthol
currenty
enjoys
a
2.6%
market
share
in
the
entire
soap
segment
and
without


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


become
such
a
big
brand
in
India.


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


after
60
years
of
launch,
Cinthol
is
a
Rs.
249
Cr.
brand.




 GROUP
2B
 
 CINTHOL
SOAPS


A)
Relationship
between
self
concept
and
brand
image
influence



 Product


brand


 image

Relationship

 
 




 between
self
 

Satisfaction

concept
and
 




Behaviour

brand
image



Consumer

self

































































concept


Reinforces
self
concept


According
 to
 the
 above
 model
 it
 is
 essential
 that
 the
 marketers
 should
 create
 and


develop
brand
images
that
are
in
sync
with
the
self
concept
of
the
target
market.
A


proper
synchronisation
of
the
two
results
in
consumer
to
behave
in
such
a
way
that


he
 seeks
 to
 buy
 products
 that
 either
 improve
 or
 maintain
 his
 self
 concept.
 Such
 a


purchase
results
in
satisfaction
which
in
turn
reinforces
the
desired
self
concept.


In
the
case
of
Cinthol,
our
results
have
shown
the
following:


The
consumer
self
concept
identified
are:


• Youthful


• Indulgent


• Emotional


• Rugged


• Contemporary


The
brand
concept
or
image
attributes
are
:

GROUP
2B
 
 CINTHOL
SOAPS


• Freshness


• Fragrance


• Cool


• Soothing


• Masculine


• Energy.



The
consumer
while
purchasing
Cinthol
tries
to
match
his
self
concept
with
that
of


the
brand.
E.g
here,
youthful
relates
to
energy
and
freshness,
indulgence
relates
to


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


contemporary
relates
to
cool.
If
the
consumer
identifies
himself
in
the
above
way,
he


ideally
buys
Cinthol
which
further
reinforces
his
self
concept.


B)
Categories
of
decision
alternatives:



 



All
potential
alternatives







 


 Awareness
set
 



Unawareness
set



 Evoked
set
 Inert
set
 Inept
set




Specific
 Alternatives


 alternative
 considered
but

purchased
 not
purchased

 GROUP
2B
 
 CINTHOL
SOAPS


Awareness
set
is
the
entire
gamut
of
brand
names
the
respondent
is
aware
of
and


would
be
evaluating
for
any
purchase
decision.


Evoked
set
are
the
brand
names
out
of
the
awareness
set
that
the
respondent
will


evaluate
for
the
solution
of

a
particular
problem.



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


indifferent
toward
.


Inept
set
consists
of
brands
that
were
actively
disliked
or
avoided
by
the
customer.


The
model
essentially
helps
marketers
to
understand
the
degree
of
brand
recall
of


the
target
customers.


In
this
case,
various
respondents
were
asked
regarding
their
awareness
,
evoke,
inert


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


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


respondents
exhibited
unaided
recall.
Those
who
couldn’t
recall
were
shown
a
cue


to
aid
their
recall.


C)
Brand
personality
dimensions




Brand
personality






Sincerity
 Excitement
 Competence
 Sophistication
 Ruggedness




Down
to
earth
 Daring
 Reliable
 Upper
class
 Outdoorsy



Honest
 Spirited
 Successful
 Charming
 Tough

Wholesome
 Imaginative
 Intelligent

Cheerful
 Up‐to‐date

GROUP
2B
 
 CINTHOL
SOAPS


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


ambassador
for
the
product
Cinthol.

The
personality
of
Cinthol
can
be
identified
as
‘


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


identify
a
celebrity
personality
that
matches
.


Possible
brand
ambassadors
to
name
a
few
can
be:


1) John
Abraham


2) MS
Dhoni


3) Akshay
Kumar


D)
Information
processing
for
consumer
decision
making.



 Exposure




Attention





 Interpretation




Memory





 Purchase
and
consumption

decision




The
consumer
decision
making
in
case
of
Cinthol
takes
place
as
follows:


1)
Exposure


Exposure
in
case
happens
either
selectively
or
voluntarily.
The
avenue
for
selective


exposure
are
many
as
Godrej’s
recent
campaign
for
Cinthol
ran
for
18
months
before

GROUP
2B
 
 CINTHOL
SOAPS


discontinuing
with
Hrithik
Roshan.
Besides
Cinthol
advertises
in
print
media
,
out
of


home
media
like
billboards,
train
and
bus
sides
etc.


Voluntary
 exposure
 happens
 since
 Godrej
 has
 created
 an
 extremely
 interactive


website
for
Cinthol
customers.
Games
and
downloads
are
few
of
the
enticing
feature


that
might
create
a
voluntarily
exposure.


2)
Attention


Some
of
the
stimulus
factors
used
by
Cinthol
are:


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


television
channels.


b) Attractive
visuals:

The
advertisements
have
always
shown
attractive
visuals


like
mountains,
sea
,
beaches,
scenery
etc.


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


advertisements


3)
Interpretation


The
communication
essentially
triggers
affective
(Emotional
/Feeling)
interpretation


amongst
 target
 customers.
 
 The
 emotional
 responses
 typically
 are
 upbeatness,


excitement
and
a
feeling
of
high.


Methodology

Step
1:
We
collected
information
from
the
Brand
Manager,
as
to
how
the
company


positions
Cinthol.
The
Brand
Manager
told
us
that
Cinthol
is
positioned
on
5
major


attributes.

GROUP
2B
 
 CINTHOL
SOAPS


a) Confidence


b) Freshness


c) Energetic


d) Vibrant


e) Ready
to
go


We
also
got
the
following
information
about
Cinthol
from
the
Brand
Manager


a)
Profile
of
the
consumers:


• SEC
A,
B
&C


• Both
Males
&
Females


• Age
group:
25‐45


Problem:
 Though
 the
 Brand
 Manager
 told
 us
 that
 they
 target
 both
 the
 males
 and


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


checked
the
various
advertisements
of
Cinthol,
and
it
was
reconfirmed
that
Cinthol
is


not
able
to
target
the
females,
and
it
is
perceived
as
a
masculine
brand.



b)
Repeat
purchase:
Similar
to
the
category.

The
Brand
Manager
told
us
that
on
an


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


household
 level.
 But
 if
 we
 come
 down
 to
 an
 individual
 level,
 then
 we
 find
 loyalty.


Repeat
purchase
%
for
cinthol
soap
brands
is
given
below:


Old
Cinthol:
65%


Normal
Cinthol,
Lime
fresh
&
Deo
soap:
35%


c)
Logic
behind
the
launch
of
Cinthol
Deo
Soaps.

GROUP
2B
 
 CINTHOL
SOAPS


The
Brand
Manager
told
us
that
the
penetration
of
Deodrants
in
India
is
only
10%,


and
there
are
a
lot
of
consumers
who
are
not
prepared
to
use
deodrants
but
want


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


sweat
a
lot,
are
involved
in
field
work
(sales
job)
etc.



d)
We
also
enquired
about
the
decision
making
process
of
buying
a
soap.


The
 Brand
 Manager
 told
 us
 that
 normally
 in
 a
 household,
 the
 housewife
 buys
 the


soap
in
a
list
purchase.
Now
initially
all
the
members
of
the
family
use
a
single
soap,


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


marketer
(advertisements),
and
want
separate
soaps
for
them.



e)
Purchase/Product
involvement


Purchase
Involvement:
Low


Product
Involvement:
Low
to
Medium


f)
Positioning
of
Cinthol
Soaps:


Old
Cinthol:
Skin
Protection


Normal
 Cinthol,
 Lime
 fresh
 &
 Deo
 soaps:
 Freshness,
 confidence,
 vibrant,
 energetic


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


attributes.


g)
Problems
if
any
with
Cinthol
soaps


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


actually
grown
very
well.
Cinthol
has
gained
market
share
from
2.2%
to
2.6%
in
the


soaps
category,
and
this
is
a
phenomenal
growth
considering
.4%
growth
in
a
8000


crore
 category.
 Though
 some
 of
 the
 problems,
 which
 we
 could
 identify,
 were
 that

GROUP
2B
 
 CINTHOL
SOAPS


Cinthol
has
a
very
regional
focus
(South
India),
and
the
Brand
Manager
himself
told


that
there
are
plans
to
move
out
of
the
regional
focus.
He
also
told
that
there
has


been
a
recent
trend
towards
health
soaps.


h)
Measurement
tools
for
Consumer
perception:


The
 management
 uses
 Brand
 Imagery
 Statement.
 Here
 they
 ask
 the
 consumers
 to


rate
the
Brand
on
the
key
attributes
they
have
positioned
it.



Step
2:
We
selected
36
respondents
for
Consumer
research.
The
respondents
were


among
 the
 target
 group
 as
 indicated
by
the
brand
 manager.
This
 means
that
all
of


them
 were
 from
 the
 Socio‐Economic
 Class
 A
 and
 B
 and
 from
 the
 age
 group
 of
 25


years
 to
 45
 years.
 It
 was
 seen
 that
 we
 selected
 consumers
 from
 male
 and
 female


groups
because
Cinthol
caters
to
both
the
sexes.


The
 respondents
 were
 asked
 to
 provide
 information
 about
 their
 age
 and
 sex.
 The


respondents
were
students
in
XLRI,
and
thus
mostly
the
respondents
are
SEC
A.


The
respondents
were
asked
to
list
all
the
soap
brands,
which
came
to
their
mind.
25


respondents
had
Cinthol
in
the
top
of
mind
recall.
Now
11
respondents
didn’t
name


Cinthol
in
the
list
of
soap
brands.
Thus
we
used
Aided
recall
for
the
11
respondents.


Aided
recall:
A
research
technique
that
uses
prompting
questions
or
materials
to
aid


a
respondent's
memory
of
the
original
exposure
situation.


Some
of
the
following
questions
and
materials
were
used
for
aided
recall:


• Please
 remember
 the
 last
 time
 you
 went
 to
 a
 shop
 for
 buying
 shops.
 Think


about
the
brands
you
saw
on
the
shelf.


• Remember
the
last
advertisements
of
soaps
you
saw
on
TV

GROUP
2B
 
 CINTHOL
SOAPS


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


think
of
soap
brands.


• We
 showed
 pictures
 of
 Hrithik
 Roshan,
 and
 asked
 consumers
 to
 remember


the
brands
he
endorses.


Step
3:
The
36
respondents
were
shown
an
image
of
Cinthol
soaps
which
didn’t
have


the
brand
ambassador
along
with
it.



Some
of
the
images
used
for
the
same
are:




GROUP
2B
 
 CINTHOL
SOAPS


Now
 the
 image
 was
 removed
 after
 30
 seconds
 of
 viewing.
 The
 respondents
 were


asked
to
write
a
story
around
the
image.



Step
4:
Content
analysis:


One
researcher
went
through
the
stories
and
identified
the
key
self
concepts
of
the


respondent.
 Since
 the
 stimulus
 administered
 on
 the
 respondent
 were
 Cinthol
 print


ads,
the
brand
image
of
Cinthol
also
came
up
from
the
stories.


It
 is
 important
 to
 be
 noted
 that
 Cinthol’s
 brand
 image
 could
 have
 been
 measured


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


consumer
conscious.
Narratives
are
an
excellent
way
of
reaching
the
subconscious
of


the
respondent.


The
 same
 process
 was
 followed
 by
 another
 researcher,
 who
 identified
 the
 key
 self


concepts
and
brand
image
attributes.


This
was
done
to
ensure
inter‐rater
reliability.


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


researchers
 were
 tallied.
 Common
 terms
 were
 taken
 into
 account.
 The
 rest
 of
 the


terms
were
discussed
upon
and
consensus
reached.


Step
5:
Now
the
major
attributes
for
self‐concept
and
product
image
were
identified


across
 stories.
 For
 this,
 we
 found
 out
 the
 frequency
 of
 recurring
 self
 concepts
 and


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


(Numbers
in
brackets
indicate
the
frequency
out
of
36
respondents.

GROUP
2B
 
 CINTHOL
SOAPS


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


Contemporary
(11)


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


brackets
indicate
the
frequency
out
of
36
respondents.


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


(14),
Soothing
(13)


There
were
4
such
respondents
who
didn’t
have
any
of
the
above
5
self
concepts,
so


we
removed
them
from
further
analysis.
This
was
done
to
go
ahead
with
only
those


respondents
 who
 had
 at
 least
 one
 self
 concept
 present
 out
 of
 the
 most
 common


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


segment
of
people.


The
remaining
32
respondents
were
asked
to
rate
Cinthol
on
Purchase
involvement


(1‐3).



In
the
next
step,
we
went
back
to
the
respondents
and
asked
them
to
rate
Cinthol


brand
on
each
of
the
six
most
common
brand
image
attributes
on
a
scale
of
1
to
10.


Data
Analysis
 


Each
 of
 the
 self
 concepts
 was
 measured
 across
 all
 the
 product
 image
 attributes.
 It


means
average
of
the
rating
for
a
brand
image
characteristic
A
for
every
such
person


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


would
thus
get
5X6=30
such
relationships.
Standard
deviations
were
also
calculated


to
check
the
variability
among
the
ratings.

GROUP
2B
 
 CINTHOL
SOAPS


The
average
and
standard
deviations
of
each
of
the
combinations
of
self
concept
–


product
attributes
was
calculated.



 Freshness
 Fragrance
 Cool
 Soothing
 Masculine
 Energetic


Youthful


Average
 8.31
 7.13
 7.44
 7.06
 6.81
 6.88


S.D.
 0.71
 0.96
 0.80
 0.86
 0.89
 0.98


Indulgent


Average
 8.18
 7.00
 7.45
 7.64
 7.00
 7.27


S.D.
 1.02
 0.99
 0.63
 0.51
 0.79
 0.50


Emotional


Average
 7.91
 7.18
 7.09
 7.55
 6.82
 6.64


S.D.
 0.56
 0.43
 0.87
 0.45
 1.37
 1.10


Rugged


Average
 8.27
 7.09
 7.36
 7.36
 7.09
 7.36


S.D.
 0.42
 0.83
 0.65
 0.85
 1.14
 1.12


Contemprory


Average
 8.18
 6.91
 7.45
 7.27
 7.27
 7.09


S.D.
 0.69
 0.60
 0.50
 0.50
 1.04
 0.60




GROUP
2B
 
 CINTHOL
SOAPS


Involvement:
 The
 folowing
 table
 summarizes
 how
 people
 with
 different
 involvement


levels
rated
on
the
five
product
image
attributes.



 Freshness
 Fragrance
 Cool
 Soothing
 Masculine
 Energy


Involvement
(2)
 7.55
 6.56
 7.11
 6.78
 7.56
 6.33


Involvement
(3)
 7.56
 6.64
 7.08
 6.76
 6.32
 6.56


Inferences

 People
 with
 a
 youthful
 self
 concept
 rated
 very
 low
 on
 the
 brand
 concept’s


energy
attibute.



o This
reflects
that
they
do
not
perceive
Cinthol
as
an
energetic
brand.


This
goes
against
what
the
brand
manager
is
trying
to
potray
cinthol


as
in
the
mind
of
its
consumers


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


coherent
 with
 the
 brand
 manager’s
 positioning
 objective.
 The


consumer
wants
to
purchase
such
products
which
enhance
their
self


concept,
in
this
case
freshness
enhances
while
energy
reduces
it


 The
indulgence
self
concept
scores
well
on
the
parallel
brand
self
concept
of


fragrance.It
also
goes
well
with
the
brand
manager’s
confidence
and
vibrant


positioning


 The
emotional
self
concept
scores
well
on
the
parallel
brand
self
concept
of


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

GROUP
2B
 
 CINTHOL
SOAPS


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


concept
and
the
brand
self
concept
therby
creating
more
loyal
consumers


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


masculinity.This
is
a
problem
area
for
the
company
which
is
trying
to
position


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


masculine
brand
the
company
is
loosing
out
on
the
female
target
segment


 The
contemporary
self
concept
scores
well
on
the
parallel
brand
self
concept


of
 cool.It
 also
 goes
 well
 with
 the
 brand
 manager’s
 ready
 to
 go
 and
 vibrant


positioning


 High
involvement
consumers
don’t
perceive
cinthol
as
a
masculine
brand.


 Energy
scores
are
low.
Thus
a
ready
to
go,
vibrant
and
energetic
image
is
not


reaching
the
consumers


 Freshness
and
Cool
are
good


 Fragrance
and
Soothing
is
also
slightly
towards
the
lower
side


 Not
 much
 difference
 between
 medium
 and
 high
 involvement
 scores
 except


for
masculine


Recommendations


 


a. Advertisements
 ans
 promotion
 should
 be
 focused
 on
 such
 attributes
 which


have
 scored
 less
 on
 the
 individual
self
concept
 –
brand
 self
 concept
matrix.


These
are
energy,
vibrant
and
ready
to
go.


GROUP
2B
 
 CINTHOL
SOAPS


b. Freshness
and
confidence
attributes
are
well
perceived
by
the
consumers
but


to
a
certain
extent
they
are
overpowering
the
other
attributes.


c. Some
new
attributes
have
come
out
from
our
research;
emotional
–
soothing


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


company
should
position
cinthol
on
these
new
attributes
as
well


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


ambassadors
like
Vinod
Khanna,
Hrithik
Roshan
etc.
They
need
to
look
at
the


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


brand
ambassadors
like
John
Abraham
who
can
appeal
to
both
sexes




GROUP
2B
 
 CINTHOL
SOAPS


APPENDIX

A.
Consumer
Stories


Evolution
 of
 Cinthol
 over
 the
 years,
 how
 has
 it
 changed
 the
 portfolio,Soaps
 and
 deos.

Reminded
of
hrithik
roshan,
how
sporty
he
looks.
Had
a
down
market
image
but
hrithik

roshan
has
improved
the
image
in
his
mind,
taking
it
taazgi
to
a
dude
kind
of
image.
I
am

not
a
Cinthol
user
so
this
is
I
what
I
remember
of
Cinthol.


Evolution
of
Cinthol.
Right
from
old
brands
to
new
brand.
Increasing
in
cost
from
left
to

right.
Freshness,
feel
like
taking
a
bath.


Cinthol
products
are
associated
with
freshness
and
unbound
joy.
Their
vivid
colors,
their

awesome
 fragrance
 and
 the
 variety
 makes
 one
 feel
 like
 jumping
 into
 the
 pool
 of

freshness.


I
woke
up
one
morning,
as
usual
I
dint
want
to
have
a
bath
but
my
mother
forced
me.
I

somehow
felt
lets
enjoy,
I
was
singing
a
song
and
dancing,
I
found
a
Cinthol
kept
in
the

bathroom.
I
used
the
bar
to
play
with
it
against
the
shower.
In
the
mean
time
the
school

bus
 had
 come.
 After
 the
 fourth
 period
 I
 went
 to
 the
 loo,
 when
 I
 went
 to
 the
 loo
 ,
 I

realized
that
I
was
still
wearing
a
towel.
I
can
never
forget
that
day.


There
are
these
mountains
in
hilly
areas
and
I
have
gone
there
on
a
vacation,
then
I
go

on
 a
 trek
 and
 return
 all
 tired
 and
 perspiring.
 I
 freshen
 up
 by
 taking
 a
 nice
 shower
 and

using
Cinthol
lime
fresh.


I
had
taken
too
much
alcohol
one
night
in
an
office
part.
The
next
day
I
woke
up
with
a

bad
hangover,
I
tried
Disprin
but
it
didn’t
help
much.

Incidentally
that
day
when
I
went

to
 buy
 regular
 grocery
 items,
 I
 saw
 Cinthol
 3+1
 pack
 on
 the
 shelf.
 I
 thought
 it
 to
 be

convenient
option.
I
bought
it
and
when
I
came
back
home
I
tried
it,

because
I
thought

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

extent.



This
reminds
me
of
my
childhood
days
when
we
used
to
watch
Cinthol
ad.
I
can
think
of

this
as
fresh
as
nimbu
pani,
it
can
served
to
guests
instead
of
the
beverage
as
a
option

for
freshness.


I
 partied
 the
 whole
 night
 and
 was
 having
 vodka
 shots,
 had
 some
 15
 20
 shots
 got
 too

high,
 was
 smudged
 in
 mud,
 got
 up
 at
 10,
 then
 thought
 I
 should
 take
 a
 bath.
 I
 have
 a

Cinthol
in
my
bathroom;
the
smell
of
Cinthol
is
strong
and
would
take
care
of
the
smell

coming
out
of
from
my
body
and
refreshment
me
up.
Then
I
take
my
bath.


I
relate
this
to
frshness.
U
find
real
nimbu
in
a
soap
and
u
find
artificial
flavour
in
drinks

on
the
other
hand
which
I
find
weird.
I
use
Cinthol
I
see
it
everymorning.
Its
actually
a

part
of
everyday
routine
I
wake
up
and
use
Cinthol
then
u
are
ready
for
the
day.

GROUP
2B
 
 CINTHOL
SOAPS


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

morning
I
use
lemon
as
a
cure
of
my
hangover.


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

reminded
 of
 a
 Preity
 Zinta
 'liril'
 advertisement.
 Too
 bad
 for
 Cinthol
 guys.
 Well,
 getting

back
 to
 the
 point;
 I
 started
 dancing
 in
 the
 stupid
 slippery
 bathroom.
 Well,
 here
 is
 the

climax;
I
fell
down
and
hurt
my
eye.
Too
bad
for
liril
&
cinthol
guys:
I'm
never
gonna
buy

either
of
the
2
soaps..ever
again!!!


I
 was
 taken
 to
 the
 doctor,
 I
 got
 4
 stitches
 over
 my
 eyebrows.
 The
 doctor
 asked
 for
 a

reason.
Rest
assured,
he
is
never
gonna
let
his
family
buy
any
of
those
soaps.
Most
of
all,

at
 some
 point
 of
 time
 or
 the
 other,
 all
 of
 us
 decide
 never
 to
 fall
 for
 any
 marketing

gimmicks
ever
again!



xlri:
Mornign
9
am
LECTURE

Students
sleepy...lethargic...sluggish...

Chintu
has
just
got
a
2hour
sleep.

Prof
is
as
usual
an
enthusiastic
saddist.
Asks
questions
to
class.



vry
slugish
participation....spirits
flagged

CHintu
dsnt
get
marks
for
class
particiaptn.



Next
day
bathes
with
cinthol
and
and
applies
cinthol
deo
all
over.

Freshness
arouss
his
memory.
Not
only
CP
but
lot
of
praise
for
being
a
brite
student.



The
 lemony
 fresh
 smell
 of
 Cinthol
 always
 reminds
 me
 of
 its
 advertisement,
 one
 of
 the

most
wonderful
advertisements.
The
way
the
ad
is
shot,
the
beautiful
song
and
the
best

of
the
model(chosen
with
at
most
care).
The
ad
had
done
wonders
for
Cinthol
and
also

for
us
kids.
We
used
to
wait
for
this
ad
and
dance
to
the
tune
of
it.
Some
fragrances
are

hard
to
forget
and
Cinthol
has
one
of
them.
During
summers
this
ad
tempts
me
to
get

drenched
in
ice
cold
water.
Some
fragrances
have
memories
related
to
them
and
Cinthol

has
a
very
special
one.
A
fragrance
forever
:)



My
 boss
 used
 to
 get
 very
 annoyed
 with
 me.
 I
 was
 not
 able
 to
 work
 properly,
 used
 to

return
exhausted
and
tired.
One
day
I
used
cinthol
and
went
to
my
office.
I
felt
excited

and
fresh
the
whole
day.
Boss
got
happy
and
got
promoted.



Once
 upon
 a
 time
 there
 was
 a
 little
 boy
 called
 Golu..
 One
 sunny
 afternoon
 when
 he

came
 back
 from
 school
 his
 mom
 gave
 his
 lemonade
 to
 beat
 the
 heat.
 he
 had
 it
 but
 it

didn't
serve
the
purpose.
The
fatigue
caused
by
the
sun
&
heat
refused
to
subside.
he

sat
close
to
the
air
conditioner
but
even
that
did
not
help.
His
mom
then
suggested
that

he
 take
 bath
 with
 the
 Lemon
 Fresh
 Cinthol
 as
 lemon
 is
 traditionally
 thought
 as

something
that
helps
beat
the
heat
and
freshens
up
a
person.
Golu
had
a
nice
long
bath

and
his
fatigue
vanished
and
he
was
fresh
as
a
Daisy
again.



GROUP
2B
 
 CINTHOL
SOAPS


Mr.
Viren
comes
home
tired
and
exhausted
on
a
Saturday
evening
from
his
office.
Wife

wants
to
go
to
the
discotheque.
He
declines.
She
gets
angry.
To
pacify
her,
he
goes
into

the
bathroom
taking
the
New
Cinthol
soap.
Comes
out
all
happy
n
fresh.
Gets
ready
to

go
to
the
disco.
Wife
Happy,
Husband
Happy..
Time
to
Party!!



I
was
driving
through
a
desert
in
Sahara
.
The
temp
was
50
C
and
my
head
was
bursting.
I

needed
water
badly.
That
is
when
i
saw
a
bar
of
cinthol
in
the
back
of
my
car.
I
took
it

out
 and
 immediately
 i
 was
 teleported
 into
 a
 dream
 world
 full
 of
 trees,
 and
 rrivers.
 It

strted
 raining
 like
 crazy
 and
 temp
 dropped
 down
 to
 25C.
 I
 felt
 fresh
 .
 I
 walked
 further

until
i
saw
a
waterfall.
I
decided
to
stand
under
it
and
as
soon
as
i
did
i
was
jolted
up
into

reality
by
my
mother
who
just
dunked
me
in
bed
with
a
bucketful
of
water.



Bablu
was
feelin
awful.
His
body
stinked
like
a
raccoon
who
had
just
waddled
in
a
gutter.

Bablus
 gf
 wanted
 to
 go
 fora
 movie.
 Bablu
 was
 too
 tired.
 Gf
 gave
 bablu
 cinthol.
 Bablu

took
 bath
 with
 cinthol.
 Felt
 extremely
 fresh
 and
 cheerful.
 Took
 gf
 out
 for
 the
 movie.

Wanted
 to
 watch
 Devdas
 but
 by
 mistake
 landed
 in
 a
 theatre
 which
 showed
 a
 B
 grade

movie
called
:
Pyaasi
Aurat
aur
Buddha
Devdas



let
me
tell
you
the
story
of
Santa.
Santa
was
brilliant
at
sports.
But
Santa

suffered
from

body
odor.
hence
in
spite
of
being
in
demand
on
the
field,
could
make
no
great
progress

"socially"
.
Santa
asked
his
good
friend
banta
for
help.


Banta
 recommended
 cinthol
 soap
 and
 talcum
 powder.
 Santa
 tried
 it
 and
 found
 that
 it

was
 the
 ideal
 solution
 to
 his
 problem.
 No
 longer
 did
 he
 suffer
 from
 body
 odor
 but
 he

also
realized
that
cinthol
helped
him
to
feel
fresh
24X7.
NOW
Santa
is
demand
both
ON

and
OFF
the
field.



Salman
 was
 a
 lethargic
 boy.
 He
 was
 so
 lethargic
 that
 it
 strted
 affecting
 his
 studies.
 He

barely
managed
to
pass.
He
one
day
decided
to
use
Cinthol.
Cinthol
kept
him
fresh
the

whole
 day.
 So
 fresh
 tht
 hi
 concentration
 increased
 ,
 he
 became
 popular
 amongst
 girls

and
 he
 evn
 topped
 the
 college.
 Salman
 was
 very
 happy
 with
 wht
 CInthol
 gave
 him
 an

ddecided
to
use
cinthol
for
the
rest
of
his
life.



It
is
08:55:00
in
the
morning
and
Mr.
Muddle
Head
is
late
for
office
and
out
of
bathing

soap.
Within
the
next
10
minutes,
he
needs
to
purchase
his
soap
get
dressed
and
leave

for
 the
 office.
 He
 reaches
 the
 local
 general
 store
 at
 08:57:34
 to
 look
 for
 his
 favourite

CINTHOL
 LIME
 FRESH.
 By
 the
 time
 he
 realises
 that
 it
 is
 out
 of
 stock
 it
 is
 08:58:54.

08:58:55
he
decides
he
will
not
compromise
on
his
favourite
brand.
He
reaches
the
next

store
 and
 at
 09:00:12,
 his
 eyes
 light
 up,
 he
 had
 found
 it!
 He
 makes
 a
 dash
 back
 to
 his

place.
At
09:02:44
he
is
laughing
below
the
shower
after
he
realizes
he
has
forgotten
to

uncover
the
soap.



Drenched
all
along
in
the
freshness
of
my
new
beauty
soap
I
was
basking
in
the
glory
of

my
 new
 found
 confidence,
 waiting
 for
 her.
 Days,
 in
 fact
 months
 had
 passed
 but
 my

efforts
 weren't
 bearing
 any
 fruit.
 I
 had
 tried
 all
 kinds
 of
 idiosyncrasies
 and
 
paranoid

stuffs
but
still
couldn't
make
her
realize
how
deeply
I
was
in
love.
And
then
it
happened,

GROUP
2B
 
 CINTHOL
SOAPS


she
appeared
out
of
nowhere
stretching
her
hands
out
to
me,
saying
all
those
words
my

ears
always
wanted
to
listen.
The
super
soap
brand
from
Godrej
had
weaved
its
mazic.

For
 the
 first
 time
 in
 the
 history
 of
 mannish
 beauty
 soaps,
 a
 Rambo
 had
 arrived
 who

could
 woo
 any
 princess
 by
 its
 sheer
 aroma,
 the
 undefined
 yet
 dignified
 supremacy.
 It

was
time
for
a
change
,
it
was
time
for
a
revolution.
My
Best
friend
CINTHOL
had
arrived

on
the
world
stage
to
stamp
its
authority,
that
too
with
a
BANG!!



Today
I
have
a
chance.
Bloody,
I
have
scanned
every
bathroom
of
XL
since
I
was
re‐

launched
in
a
new
avatar.
I
don’t
know
how
this
shabby
guy
managed
to
stay
unnoticed.

Never
mind.
Now,
I
am
gonna
prove
to
these
numb
people
what
it
takes
to
shipshape
a

customer
like
him.
Hell
yeah!
I
shall
emerge
triumphant.
Amen.



The
picture
reminds
me
of
my
childhood
days...wen
cinthol
soap
used
2
b
packed
lyk
dis

but
here
d
soap
is
mother
India
2
me
now
who
is
made
dirty
by
corruption
nd
numerous

scams..who
is
taking
bath
in
a
shower
connected
dirctly
2
d
polluted
ganga
river...and
in

d
mean
tym
SHe
is
also
reducing
in
size
as
different
groups
are
conspiring
2
divide
it
into

small
parts
like
in
NE
states
nd
Kashmir



I
am
Cinthol.
I
came
into
existence
in
a
factory
at
some
God‐forsaken
place
in
the
woods

of
Sunderbans.
I
had
innumerable
look‐alike
brothers
who
were
lying
on
moving
belts,
in

their
birthday
suits,
helpless.
Within
minutes
I
was
sent
into
a
machine
where
I
was
all

suited‐up
in
a
limey
paper
and
stacked
in
a
box.
It
was
a
long
wait
since
then
in
the
dark

when
me
along
with
an
uncountable
number
of
my
brothers.
We
often
found
the
Earth

trembling
 and
 bouncing
 and
 felt
 like
 it
 was
 being
 thrown
 around.
 Days
 passed,
 and

finally
one
fine
morning
the
cardboard
box
opened.
A
fat
looking
man
took
me
out
and

put
 me
 in
 a
 showcase.
 I
 could
 see
 a
 string
 of
 customers
 visiting
 the
 shop
 for
 various

products
‐
some
even
for
soaps.
But
it
seemed
like
no
one
was
interested
in
me.
Once,
a

man
did
point
towards
me,
but
the
shopkeeper
picked
one
of
my
brothers
and
I
was
left

languishing.
Finally,
a
young
girl
of
18
chose
me.
I
was
happy
since
I
was
about
to
enter
a

new
world
and
do
what
I
was
destined
to
do.



Fell
like
bathing
even
when
u
dont
have
to..
cinthol

lime
provides
u
the
freshness
and

aroma
 that
 makes
 u
 feel
 fresh
 everytime
 as
 if
 u
 are
 just
 below
 a
 shower,,,,
 enjoy
 the

aroma.

frangrance..
and



excitiment
of
cinthol
fresh..
stay
fresh
and
cool


with

cinthol

fresh

every
second.....:)



Cinthol
induces
freshness
in
the
user.
Effect
can
be
felt
even
when
packaged.
It’s
power

keeps
you
cool,
confident,
and
in
demand.
However,
it’s
getting
beaten
by
competitors

in
the
market
these
days
symbolized
by
the
unopened
soap
pack.
So
probably
a
banned

advertisement
by
a
rival
company.






B.
Respondent
Sheet



GROUP
2B
 
 CINTHOL
SOAPS