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,
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. The penetration of
bathing soaps is 98% of all households. 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.

Procter & Gamble

Procter & Gamble is a giant in household products, and the company which
defined many marketing strategies we now take for granted. It was the first
company to advertise nationally direct to consumers (In 1880) and it literally
created the concept of Soap Opera by sponsoring radio and television
dramas targeting women. P&G found life in the first years of 21 st century more
difficult than it may have expected, with earnings below expectations and a
series of management shake ups as a result of under performance. The group
got back on track during 2002 with the purchase of Clairol and Wella and a
renewed focus on core products. Following dynamic performance in 2004 and
2005, P&G demonstrated the strength of its recovery with the January 2006
announcement that it has agreed a deal to acquire legendary personal care
products rival Gillette.

Advertising Age/TNS estimated global measure

advertising expenditure of $5.8bn in 2004, making P&G the worlds #1

advertiser.
Procter & Gamble India is one of the countrys leading advertisers, with a
small portfolio of products led by Indias best selling healthcare brand Vicks.
Advertising Age estimate a local ad spend of $138m in 2004, although the
company declared a substantially lower figure.

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

4%

10%

Rs. 5-8 Functional

Rs. 9-12 P opular
Rs. 13-30 P remium
Rs. 30 above supre P remium

43%
43%

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

Popular

Premium

Super Premium

/Economy

Rs. 9-12

Rs. 13-30

Rs. 31 and above

Nima
Medimix
Hamam
Rexona
Borosoft

Palmolive Extra
Lux Skin Care
Pears
Nevia
Johnson Baby

Dove

Margo
Liril
Neem
Fair Glow
Cinthol

Soap
Doy
Johnson Kids
Denim
Fa
Park Avenue

Rs. 5-8
Breeze
Jai
Palmolive Natural
Lifebuoy

(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%

TFM 60-65%
Medimix
Palmolive natural
Lifebuoy

TFM 66-70%
Jai
Lux
Neem

Rs. 30-above Super

Premium

TFM 71-75%
Breeze
Hamam
Rexona
Lifebuoy gold
Liril
Pears
Denim

TFM 76-80%
Dove
Nima
Fairglow
Borosoft
Dettol
Cinthol
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 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 Report

Sampling
Data processing
and Analysis

Data
Gathering

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 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

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.

Brand 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 thats 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 womens 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 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. 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.

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 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 : 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 : To popularize the brand by using beautiful model.
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 : 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 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 : The advertisement objective is to create niche for the
men.
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 ColgatePalmolive 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 : The strength of the fa soap is its mild fragrances.
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. That is why it was one of the top successful brand of 2001.

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.

Brand Name: ARAMUSK PREMIUM SOAP

About the Brand: For the male consumer, an experience called Aramusk. The
enduring mystique of musk in a profusion of rich lather and uniquely contoured
for mans grip.
Target: The soap targets totally to the men of age group from 16-50.
Positioning: It positioned itself for Extravagantly Male.
Price: Rs. 15
Advertising Objective: To attract the people who believe themselves as ruf &
tuf.
Advertisement Strategy: It project as bathing soap for men who always wants
to look manly.
Sales Promotion: No scheme
Available Range & Size: 75 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%
25%
20%
15%
10%
5%
0%
1

Hammam
Dettol
Lux
Liril
Breeze
Dove
Pears
Lifebouy
Nirma
Others

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

0%
Packaging
of soap

3.

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

0%
Packaging
of soap

4.

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%

60%
50%
40%

Pears
Dove
Camey
Doy

30%
20%
10%
0%
1

PRODUCT DIFFERENTIATION

Product differentiation is apart of marketing tools so it is very common in

FMCG sector also. Differentiation means variation of product by means of
form, feature, style and many more. The product differentiation which occur in
soap industries are as follows:

FORM: Some soap are oval some are rectangular and some are
almond shape some also have the shape of animals, some found in 75
gms, and some are 125 gms and are found 150 gms.

FEATURE: Some soaps are herbal, some are non alkaline and
alkaline.

PERFORMANCE: Some soap melt less in water and some melt

quickly.

PACKAGING: Little soap is wrapped in paper pack and little

soap is found in visible plastic pack.

ADVERTISEMENT EXPENDITURE

Advertisement plays a vital role in marketing of products. Few years back the
ratio between advertisement and sales promotion was 70:30 but this ratio
changed dramatically. Now the ratio between advertisement and sales is 40:60.
It is believed that sales promotion is effective if it is backed by advertisement.
All the manufacturer of FMCG product spent huge money in advertisement.

Advertisement Expenditure of HLL

Advertising spends increased by 5 percent in CY 2004 unlike popular market
perception that HLL had cut back ad spend. However, the company is now
focusing attention on rationalizing its brand portfolio from 110 to 30.
Rs in mm
Advertising
and Promotions
Sales
% of Sales

2006 Dec
14,040

2005 Dec
13,540

86,230
16.3

81,850
16.5

140
120
100
80

Advertisements

60

Sales

40
20
2005 Dec

2004 Dec

Godrej Consumer Private Limited, the other major player in Indian soap market
has decided to spend Rs. 1bn in advertisement and promotion in 2004. In 2003
they spent Rs. 500 mn advertisement and promotion.

Colgate Palmolive, Nirma, HENKEL-Spic Ltd., VVF Limited, the other

player in Indian soap market are not behind too much in spending for
advertisement and promotion.

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.

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?

2)

HLL
P&G
Godrej
Nirma
What do you understand by the term brand of soap?

3)

i)

Company Name

ii)

Quality of the soap

iii)

Identifying name

iv)

Type of the soap

Please name some soap companies that you have heard of.

J&J

4)

5)

6)

How important us the brand name of a soap?

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)

7)

Satisfied

ii)

dissatisfied

Have you ever change new brand of soap.

i)

Yes

ii)

No

8)

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)

11)

12)

Your friend

ii)

your own

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

Parents suggestion

ii)

Friend suggestion

iii)

T.V. Ads

In the premium segment which soap do you use?

(i)

Pears

(ii)

Dove

13)

14)

(iii)
Camey
(iv) Doy
What are the factors that you considered when you purchase the soap?
i)

Company name

ii)

Price of soap

iii)

Past experience

iv)

Advertising

KINDLY TICK the once you have heard of company

i) Lux
ii) Doy
vi) Hamam vii) Liril
15)

iii) Dove
viii) Breeze

HLL

ii) P&G

iii) Nirma

PERSONAL INFORMATION
Your age group
i)
iii)
17)

18 25
35 50

ii) 25 35
iv) 50 - above

Your family income

i)
iii)

18)

v) Dettol

Which companys advertisement do you prefer more?

i)

16)

iv) Cinthol
ix) Nivia

4000 6000
8000 12000

ii) 6000 8000

iv) 12000 - above

Your educational qualification

i)

High school

ii)

Intermediate

iv) Godrej

v)

J&J

iii)
18)

Graduation

iv) Above

What is your occupation status?

i)
iii)

Own business
Students

ii) Service
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