Introduction to Industry

Toilet cleaning market is traditionally dominated by the unbranded Phenols and when
considering phenols, the market is worth Rs 500 crore. But the branded toilet cleaner market is
minuscule estimated to be around Rs 50 crores. The major players in this industry are: Reckitt
and Benckiser, Clorox, Colgate-Palmolive, Henkel, GlaxoSmithKline, Procter & Gamble, S. C.
Johnson & Son , Unilever, Sara Lee, Church and Dwight

Company Profile: Reckitt and Benckiser

Reckitt Benckiser is a leading British-based manufacturer of cleaning products. It is

headquartered in the town of Slough to the west of London. Reckitt Benckiser has operations in
more than 60 countries and sells its products in more than 180 countries.

The company was formed by a merger between Britain's Reckitt & Colman and the Dutch
company Benckiser NV in December of 1999. The origins of Reckitt Benckiser's main
predecessor businesses are set out below. Various other businesses have also been purchased
over the years

The Company divides its brands into six categories: surface care, fabric care, dishwashing, home
care, health and personal care, and food.

Surface Care
1. Disinfectant cleaners - Cleans and disinfects surfaces, killing 99.9% of germs.
2. All purpose cleaners - Ideal for many household surfaces, particularly in the bathroom
and kitchen.
3. Lavatory cleaners - They offer specialised cleaning and disinfecting for the toilet bowl
and cistern.
4. Specialty cleaners – They are designed for specific tasks – from cleaning ovens to
removing limescale.
5. Polishes & Waxes - Clean and shine hard surfaces such as furniture and floors.
Fabric Care
This category consists of five product groups used for cleaning and treating all fabrics. It covers
products used before, during or after the main laundry wash cycle.
1. Fabric Treatment products - It remove stains from clothes, carpets and upholstery.
2. Garment Care products – They are specially formulated for washing delicate fabrics.
3. Water Softeners – They protect the machine and laundry against the build-up of limescale
and other deposits.
4. Fabric Softeners – They are used for softening and freshening fabrics and ironing aids
help make ironing more convenient.
 5. Laundry Detergents –For clean fabrics in washing machines.
Dishwashing
Products used in automatic dishwashing machines and for washing dishes by hand.
Home Care
1. Air Care products - It remove odours and add fragrance to the air to create an ambience.
Various formats include: autosprays, electrical plug-ins, aerosols, gels and candles.
2. Pest Control products – It offer solutions to domestic infestation. The category includes
insecticide and rodenticide products – in formats such as coils, mats, baits, traps,
vapourisers and sprays – to prevent infestation and to kill pests.
3. Shoe Care products – It cleans and protects shoes.
Health and Personal Care
Products that relieve common personal or health problems. Antiseptics protect against infection
and deliver germ kill. Analgesics, Cold/Flu/Sore Throat and Gastro-Intestinals are generally over
the counter medications for common ailments like pain, fever, cold, flu, sore throat or heartburn.
Suboxone is the Company’s prescription drug against opioid dependence. Veet, their Depilatory
product, removes hair leaving beautiful smooth skin. Our skin care range consists of products
like Clearasil to fight spots and break-outs for visibly clearer skin and products like E45 for dry
skin. Denture Care consists of both denture fixatives and cleaners.
Food
The Food business is focused on products that liven up the flavour of your favourite foods and
make meals more enjoyable. Our major segments are mustard, barbecue sauce, hot sauce and
French Fried Onions. While the category is focused primarily in North America, our famous
food brands are distributed and sold in more than 55 countries. More than 90% of our portfolio is
made up of number one or number two brands.

Product Introduction: Harpic Flushmatic

Harpic is the market leader in the small category of toilet cleaner segment in India, with a
commanding market share of 80%. The major competition is from Sanifresh from Balsara. The
challenge of Harpic is to get into the households that are using the cheap Phenol products. The
venture of Reckitt with a phenol product bombed in the market.
Harpic is positioned along its triple benefit Stain removing, freshness and germfree.
Harpic also introduced a Flushomatic variant in line with the changing preference of consumers
towards European closets and Flushes. It is targeted at educated, sophisticated and middle to rich
income group.

The innovative flushmatic variant was well received in the market. But people find it difficult to
open the flush and place it. Some flushes need screw drivers to open it.
Marketing Research Firm & It’s Company Profile

Jupiter research

Jupiter Research is a full-service marketing research company with premier customer satisfaction
survey and loyalty measurement programs, lost customer analysis, state-of-the-art interviewing
and data collection, and quantitative and qualitative research expertise. We specialize in helping
companies understand current customers, lost customers, potential customers, and employees
(internal customers) by uncovering and tracking the factors that affect satisfaction, loyalty,
retention, awareness, perception and various customer behaviors. We also are experts in brand
research, helping companies develop brand strategies that effectively support their identity and
positioning. We have years of experience in new product development across a wide variety of
industries.

We offer a full range of marketing research services in a wide variety of research categories and
industries. Our core competencies are in five market research specialties.

• Customer Satisfaction & Loyalty

• New Product or Service Research

• Pricing And Econometric Research

• Brand Research & Consulting

• Shopper Behavior
Research Objective:

To understand the marketing mix of the product and thereby find out success of this innovative
and newly launched product; also to give recommendations for better acceptance of the product.

Sampling Frame:

The sampling frame chosen for this research is Women, those in the age group of 25 and above.
The primary objective for choosing such a sampling frame is that, this would enable us to target
the home-makers. The women surveyed in this sample frame hail from different income groups
and include both housewives as well as working women.

Sampling Units:

50 women from the age group above 25 years.

Time & Space Requirements:

The time period for this research project is 1 month.

The area covered range from Borivali to Bandra.

The specific locations covered within this region include shopping centres and malls like Inorbit
Mall, Malad; Hypercity; DMart, Malad & Kandivali; More outlets across the region.; Apna
Bazaar and Spencers Andheri.

Product Features:

• The product is in the shape of a small round bloc and has an outer cloth covering.
• It contains germicide and provides continuous cleaning with every flush
• It is available in 2 colours- blue and green, in blister packaging.
• Durability depends upon usage i.e. number of times flushed

Price of product-
Packet of 1unit (50 grams) - Rs. 35
Packet of 2 unit (50 X 2) - Rs. 60

Research Design:

Exploratory research- the research is being done with the objective of understanding customer
preference for this product and to understand whether the market is ready to accept a product like
‘Harpic flushmatic’, which differs from other products in its category.
Sources of Data:

Primary Data – the primary source of data used in the research is the data collected using the
interview method and questionnaire method.

Secondary Data – the secondary data sources utilized here include the company’s website to
understand the product features and descriptions. It also includes packaging of the product for
product and pricing data. Also blogspots have been referred to in order to understand the
customer response and general attitude towards the product as well as the recommendations from
dissatisfied users.
The Questionnaire

1. What type of product do you use for cleaning toilets?

TOTAL NO. OF RESPONDENTS-50

2. Which company’s product do you use?

TOTAL NO. OF RESPONDENTS-50

3. How satisfied are you with the product?

TOTAL NO. OF RESPONDANTS-50

4. Have you heard of Harpic Flushmatic?

TOTAL NO. OF RESPONDANTS-50

If No, end of questionnaire. If yes, proceed further.

5. How did you first hear about this product?

TOTAL NO. OF RESPONDANTS-37

6. Have you tried out this product?

TOTAL NO. OF RESPONDANTS-37

7. If No, Why?

TOTAL NO. OF RESPONDANTS-18

(Survey ends here if answer to Q6 is NO)

8. If yes, What were reasons for trying this product?

TOTAL NO. OF RESPONDENTS - 19

9. If yes, Were/Are you satisfied with the product?

 TOTAL NO. OF RESPONDENTS - 19

10. How long have/did you use/d this product?

TOTAL NO. OF RESPONDENTS - 19

11. Do you typically read the back and side panel of the product’s package?

TOTAL NO. OF RESPONDENTS – 19

12. Overall, how do you rate the quality of the product?

TOTAL NO. OF RESPONDENTS – 19

13. How often do you buy this product?

TOTAL NO. OF RESPONDENTS – 19

14. What recommendations would you offer for improving the product?

TOTAL NO. OF RESPONDENTS – 19

15. Would you recommend Harpic flushmatic to others?

TOTAL NO. OF RESPONDENTS – 19