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Soap market in India

• At the end of 2000, soap was a (US$)


business in India.

• Household penetration of soaps is and


markets.

• The in this sector ranges from MNCs


like Unilever, Henkel, P&G to local bigwigs like
Wipro, Nirma and Godrej.

• There are around mainstream soap


brands in Indian market.

Source : https://www.scribd.com/doc/117899429/consumer-
preference-toward-soaps 3




25%

75%
Face to Face Telephonic 4
Interviews Interviews
FEMALE MALE 1000-1500 1500-2000 2000-2500
2500-3000 3000-3500 3500-4000

10% 10%
45% 10%
15%
55%
18-20 21-25 26-35 10%
36-45 46-55 56-60

Bachelor 2 Members
45%
3 Members 4 Members
5%
15% 25% 35% 10%
60% North India 35%
Working
20% professionals 50% 45%
20%
25% West India 10%
15% Students
5%
15% East India
Housemakers
5% 5

South India
Brands No of
Using since
respondents

LUX 3 19 years

DOVE 3 11 years

LIFEBUOY 3 12 years
ATTRIBUTES No of
respondents
% INCLINATION PEARS 2 9 years

SMELL 19 100% DETTOL 2 13 years

HYGIENE 17 85% PATANJALI 1 1 year


SKIN CARE 4 20% PARK AVENUE 1 2 years
MOISTURIZING 7 35% OTHER NICHE 3 2 years
PREMIUM 1 5% BODY WASH 2 3 years
PETS 1 5%

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SELF FAMILY NO YES
MONTHLY BI MONTHLY
TRI MONTHLY

45% 45% 5%
CAREFUL TRIAL CASUAL 55% 55%
25%

70%

40%
50%

10% 40%
10% YES POSITIVE DISTANCE OFFERS

10% 10% NO OPTION

ON PACKETS NEGETIVE 15%

10%
10% 80% 50%
YES NO NEUTRAL 7
75%
90%
NO
SWITCH CONTINUE
80%
YES
10%
20%
NO

YES NO

90%
30%

70%
YES NO

20%

25%
YES, STRONGLY
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75%
80%
NO
• We see an example of as people are likely to respond to stimuli when they are in
need of the product, which is highly for a product like soap.
• People don’t encounter a lot about soaps neither do they engage in
recommending others.
• is the highest influencer to induce buying at the point of sale.
• ( )
• of the brands govern the highest of
• change is highly unwelcoming and adversely affects sales.
• Soaps, despite their divergent brands, are by the consumers.
• It is, therefore, not clear if it is the brand loyalty or experimentation lured by high volume media
campaign is on them.
• A consequence is that the
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