Research Project Report

On
CUSTOMER BEHAVIOR REGARDING THE LIFEBUOY
SOAP AT YOUR LOCATION

For the partial fulfillment of the requirement of
MASTER OF BUSINESS ADMINISTRATION
Affiliated to Mahamaya Technical University, Noida U!P!"
#$%#&#$%'"
Under The Guidance o!
Mr" AYAN
ASST" PROFESSOR
GNIT MANAGEMENT SCHOOL
Su#$i%%ed #&'
UMAR HASSAN
Ro(( No")*+,-./)/0
(N)T Mana*ement +chool
,&-, .no/led*e Par0&)), (reater Noida (! 1! Na*ar"
1
(N)T Mana*ement +chool
,&-, .no/led*e Par0&)), (reater Noida (! 1! Na*ar
2ate3
To 1ho$ I% Ma& Concern
This is to certify that Mr! 4Ms!NUSRAT PRA1EEN student of M!1!A! course #$%$&%#" at
GNIT
Mana2e$en% Schoo( /ith dual speciali5ation in MAR3ETING 4 HUMAN RESOURCE
has
satisfactorily completed the summer N-R"
Research project on STUDY OF CUSTOMER SATISFACTION REGARDING BB5
BURGER IN 3ENTUC3Y FRIED CHIC3EN 63FC78.
This study is done under the *uidance of the undersi*ned 6y partial fulfillment for the a/ard of
M!1!A! ) /ish him4her all the 6est for 6ri*ht future ahead!
Facu(%& Su9er:i;or Direc%or
2
Cer%iica%e
From company
Ac<no=(ed2e$en%
3
Preace
Ac<no=(ed2e$en%
) /ould li0e to record our than0s to Mr;" Dr" Sa:i%a Mohan> 6Direc%or7> GNIOT?
Mana2e$en% Schoo(, Mahamaya technical University for encoura*in* and supportin* me in
doin* this project successfully!
) o/e my personal de6t of *ratitude to our *uide MR" A&an for his valua6le ideas, creative
support, timely advice, 0een interest and the encoura*ement sho/n in successful completion
of this project! !
And all other faculty mem6ers, students, friends and all those /ho are directly and indirectly
involved in this endeavour
2AT73 UMAR 8A++AN
P9A-7 %#,:';$%$<
M1A '
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PREFACE
=9earnin* cate*ori5es you and practicin* on that learnin* speciali5es you>! Theoretical concepts
tau*ht and discussed in the classroom prove useful if they have to remain relevant! Practice orientation
of mana*ement student is must *eneratin* competence to deal /ith issues at *rass root level it is for
this reason that t/o month trainin* project study is prescri6ed as a part of sylla6us for M1A 2e*ree!
This research report is the mode of impartin* practical trainin* to the student! The o6jective is to
provide a deep insi*ht into practical aspects of the functionin*
of the or*ani5ation! Thetrain apprises the student to the actual function responsi6ility and pro6lem
faced 6y an or*ani5ation! )t provides him /ith the 0no/led*e of the various 0ind of pro6lem that crop
up in the day to day functionin* of the or*ani5ation !The /ay they are solved 6y the departments and
appraisal of the crucial decision ta0en 6y the mana*er at the crucial time!
Therefore the research id being done on the consumer behavior on the soap and the kry finding on
this research are:
How the consumer buying decisions are
How frequently their buying decision is changing.
What perception they are having while purchasing the soap.
5
DECLARATION
) here6y that the summer Trainin* project titled =CONSUMER BEHAVIOR REGARDING
LIFEBUOY SOAD AT MY LOCATION> 6ased on my research /or0 is an ori*inal and
authentic /or0 done 6y me, and is 6ased upon the study conducted 6y me!
The project /as underta0en as a part of the M1A pro*ramme of (reater Noida )nstitute of
Technolo*y and Mana*ement school (reater Noida!
2AT73 UMAR 8A++AN
P9A-7 %#,:';$%$<
M1A '
th
+7M
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TABLE OF CONTENT
7
8
+!No! TOP)- PA(7 NO!
%! -8! ) )ntroduction %$ & #$
%!% A6out The Topic %% & %<
%!# O6jective Of The +tudy %,
%!? Method 7mployed %; & %@
%!' +i*nificance Of The +tudy #$
#! )ndustry Profile #% & #;
?! -ompany Profile #: & ',
'! +/ot Analysis '; & <$
<! 2ata Analysis And )nterpretation <% & <<
,! Findin*s <, & ;'
;! -onclusion ;< & ;,
:! Recommendation ;; & ;:
@! +u*esstion ;@ & :$
%$! 9imitations :% & :#
%%! References :? & :<
%#! AnneAure :, & :;
%#!% Buestonnaire :; & @%
E@ECUTIVE SUMMARY
9
)n this final report of Research Methods and technolo*y, this project report 6e*ins /ith and
introduction! Then a 6rief introduction of the soap industry! +tatistical analysis of the *athered
data and finish of this project is also part of this report! )n the end team mem6er tried to ma0e
some recommendation re*ardin* the 9)F71UOC soap!!
)n order to accomplish this tas0, initially research proposal report had *enerated! ) applied the
/hole research process on to it, startin* from the very first step of settin* the o6jective for my
research to the result o6tained! De /ant throu*h a lot of step! After settin* the o6jective, /e
have selected a sample! After selectin* a sample from /hich primary data E the require
information /as to 6e eAtracted! The research instrument used for this purpose /as
questionnaires, remained the main focus of this research! Dhole data /as then analy5ed
statistically! De conducted a total survey of %#< questionnaires and put the primary data into
+P++! Then the end the result in the from conclusion /ere dra/n and finally recommendation
/ere made accordin* to the analysis!
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CHAPTER 1
INTRODUCTION
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ABOUT THE TOPIC
CONSUMER BEHAVIOR
The study of exchange processes n!o"!ed nac#urng$ consu%ng$ and dsposng of
goods$ ser!ces$ experences$ and deas &The study of consu%er 'eha!or (CB)
ncorporates theores and concepts fro% a"" of the 'eha!ora" scences*
cognt!e$ exper%enta"$ soca" psycho"ogy
soco"ogy
anthropo"ogy
econo%cs
Acquisition:
The factors that nf"uence the product+ser!ce choces of consu%ers& Much of CB
research has focused on ths stage& E&g&$ ho, dd you decde to purchase one 'rand
of car o!er another-
Consumption:
Ho, consu%ers actua""y use a product+ser!ce& E&g&$ ,hat sorts of atttudes are you
for%ng durng the t%e that you o,n a car$ and ho, does ths affect future
purchases-
Disposition:
.hat consu%ers do ,th a product once they ha!e co%p"eted ther use of t& E&g&$ f
you purchase a ne, car se!era" years "ater$ do you /eep the o"d one$ trade t n$ se"" t
yourse"f through the ne,spaper$ g!e t to a frend$ or ha!e t to,ed to a 0un/ yard-
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PERSPECTIVES TOWARD THE STUDY OF CB
Ma!"t":
Ho, to 'est satsfy the ,ants and needs of a target %ar/et&
Consum":
Ho, to 'eco%e a 'etter consu%er 'y "earnng ho, peop"e go a'out consu%pton
act!tes and ho, %ar/eters se"" products&
Pu#$ic po$ic% ma!":
Ho, to %a/e ru"es$ regu"atons$ or "a,s ,hch nf"uence %ar/eters and consu%ers n
the %ar/etp"ace&
I&F'UE&CES O& CO&SUMER BEHAVIOR
Intinsic:
Ind!dua"$ nterna" nf"uence factors* persona"ty$ %ot!aton$ 'e"efs$ atttudes$ etc&
E(tinsic:
Externa" factors of nf"uence*
group nf"uences$ such as cu"ture$ fa%"y$ reference groups
en!ron%enta" and stuatona" factors$ such as t%e of day$ te%perature$ etc&
PERSPECTIVES O& AC)UISITIO& BEHAVIOR
D"cision*ma!in+
Consu%ers %o!e through a seres of steps ,hen %a/ng a purchase*
pro'"e% recognton
search
a"ternat!e e!a"uaton
choce
post purchase e!a"uaton &
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E(p"i"ntia$:
1eop"e do not a",ays %a/e purchases accordng to a ratona" decson2%a/ng
process3 they so%et%es 'uy products to ha!e fun$ create fantases$ and o'tan
e%otons and fee"ngs&
B",a-ioa$:
En!ron%enta" forces prope" consu%ers to %a/e purchases ,thout necessar"y
frst de!e"opng strong fee"ngs or 'e"efs a'out the product&
E.CHA&/E:
A transfer of so%ethng$tang'"e or ntang'"eactua" or sy%'o"c 'et,een
t,o or %ore soca" actors&Exchange occurs 'et,een organizations as ,e"" as
'et,een organ4atons and household consumers&
Exchanges can 'e
simple* n!o"!es t,o partes n a recproca" re"atonshp
complex* n!o"!es a set of three or %ore actors en%eshed n a set of %utua"
re"atons
RESOURCES OF E.CHA&/E:
%oney$ goods$ ser!ces$ nfor%aton$ status$ fee"ngs&
SOME PUB'IC PO'ICY ISSUES
5ecept!e Ad!ertsng$Ad!ertsng Su'stantaton$Correct!e Ad!ertsng&
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CORPORATE SOCIA' RESPO&SIBI'ITY

I&TRI&SIC I&F'UE&CES
Consu%er Infor%aton 1rocessng
Cognt!e 6earnng and Me%ory
Beha!ora" 6earnng
Soca" Inf"uence and Co%p"ance Techn#ues
Mot!aton and Affect
1ersona"ty and 1sychographcs
Trpartte Mode" and Atttude Measure%ent
Be"efs$ Atttudes$ and Beha!or Change* the 7sh'en Mode"
1ersuason
E6M* In!o"!e%ent$ 8no,"edge$ and 1ersuason
Consu%er 5ecson 1rocesses
E.TRI&SIC I&F'UE&CES
En!ron%enta" and Stuatona" Inf"uences
9roup Inf"uences
Househo"ds and 7a%"es
Cu"tura" and Internatona" Issues
Su'cu"ture
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CO&SUMER I&VO'VEME&T
the process through ,hch nd!dua"s are nf"uenced 'y the
perce!ed persona" %portance and+or
nterest
e!o/ed 'y a st%u"us
Hgher "e!e"s of n!o"!e%ent are expected to resu"t n
a greater depth of nfor%aton processng
ncreased arousa"
%ore extended decson %a/ng
7actors ,hch can nf"uence purchase n!o"!e%ent*
stuaton
product
persona"ty
co%%uncaton
CO/&ITIVE PROCESSI&/ TERMS
Acti-ation
Stored cognt!e representatons are %ade a!a"a'"e for retre!a" fro% %e%ory
for processng&
Sp"a0in+ Acti-ation
Act!aton of one representaton ,"" spread to and act!ate other
representatons ,th ,hch t s assocated&
Capacit% 'imits
The cognt!e processng syste% has a fnte "%t n the a%ount of nfor%aton
that can 'e processed at one t%e&
Automatism
As cognt!e processes are practced (&e&$ the "%ted capacty syste% s used)$
they e!entua""y re#ure "ess conscous contro" and "ess capacty&
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BEHAVIORA' 'EAR&I&/
A process n ,hch experence ,th the en!ron%ent "eads to a re"at!e"y per%anent
change n 'eha!or or the potenta" for a change n 'eha!or
T,"" ma1o appoac,"s:
c"assca" condtonng
operant condtonng
!carous "earnng
C'ASSICA' CO&DITIO&I&/
uncondtoned st%u"us (UCS
uncondtoned response (UCR)
condtoned st%u"us (CS)
condtoned response (CR)
OPERA&T CO&DITIO&I&/
operant
renforce%ents
extncton
shapng
SOCIA' I&F'UE&CE * COMP'IA&CE TECH&I)UES
RECIPROCITY
9u"t
5oor n the 7ace Effect (5IT7)
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CO/&ITIVE CO&SISTE&CY
I%agnng an E!ent
7oot n the 5oor Effect (7IT5)
6o, Ba"" 1rocedure
VICARIOUS 'EAR&I&/
O!ert Mode"ng
Co!ert Mode"ng
Ver'a" Mode"ng
MOTIVATIO&
5on:t "oo/ at these as ;rght; or ;,rong;3 they are 0ust theores&
None are !a"dated$ 'ut see% ntut!e"y "ogca"&
MU'TIP'E MOTIVES
Manfest
6atent
MAS'OW2S HIERARCHY OF &EEDS:Hypothes4ed that ,thn e!ery hu%an 'eng
there exsts a herarchy of f!e needs*
<& 1hyso"ogca"
=& Safety
>& Soca"
?& Estee%
@& Se"f actua"4aton
McC'E''A&D2S THREE &EEDS THEORY
nACH*
need for ache!e%ent* dr!e to exce"* dr!e to ache!e n re"aton to a set of
standards3 to str!e to succeed&
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nPOW*
need for po,er* the need to %a/e others 'eha!e n a ,ay that they ,ou"d not
ha!e 'eha!ed other,se&
nAFF*
need for aff"aton* the desre for frend"y and c"ose nterpersona" re"atonshps&
PERSO&A'ITY
has to do ,th taits
has to do ,th in0i-i0ua$ 0i33""nc"s
PERCEIVED RIS4
7nanca"$ 1erfor%ance$ 1hysca"$ Soca"$ T%e$ 1sycho"ogca"$ Opportunty "oss
1ERSONA6ITA AN5 1SACHO9RA1HICS
CO&SUMER DEMO/RAPHIC PROFI'E
Age$ gender$ occupaton$ educaton$expendtures$%arta" status$nco%e$"ocaton
&
CO&SUMER SOCIA' PROFI'E
Cu"ture+su'cu"ture$soca" c"ass$reference groups$stage n fa%"y "fe cyc"e &
CO&SUMER PSYCHO'O/ICA' PROFI'E
Inno!at!eness$perce!ed rs/$%ot!aton$atttudes+opnons$c"ass
conscousness$persona"ty &
AIO I&VE&TORY
Acti-iti"s
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.or/$ ho''es$soca"
e!ents$!acaton$entertan%ent$co%%unty$shoppng$sports$c"u' %e%'ershp&
Int""sts
7a%"y$ho%e$ 0o'$ co%%unty$ recreaton$ fashon$ food$ %eda$ ache!e%ent&
Opinions
The%se"!es soca" ssues$ po"tcs$ 'usness$ econo%cs$ educaton$ products$
future$cu"ture&
'IFESTY'E

VA'UES:
5e%ographcs soca" c"ass$reference groups$fa%"y$ nd!dua" characterstcs$
%ot!es$ e%otons$persona"ty &
PSYCHO/RAPHICS
Va"ues$ act!tes and nterests$ atttudes$de%ographcs$ %eda patterns$ usage
rates&
PROB'EMS WITH SOCIA' A&D PSYCHO'O/ICA' MEASURES:
5ffcu"t to %easure$so%e,hat su'0ect!e$ 'ased on se"f2reports fro%
consu%ers$ so%et%es hdden fro% !e,&

CONSUMER 5ECISION MA8IN9
Intrnsc$extrnsc$ en!ron%enta"+stuatona"$
Souc"s o3 In3omation*
Me%ory of past searches$ persona" experences$ and "o,2n!o"!e%ent "earnng
1ersona" sources such as frends and fa%"y
Independent sources such as consu%er groups and go!ern%ent agences
Mar/etng sources such as sa"es personne" and ad!ertsng
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Experenta" sources such as nspecton or product tra"
A'TER&ATIVE EVA'UATIO&

0i"ct m"t,o0s*
in0i"ct m"t,o0s*
& pro0ect!e techn#ues
perceptua" %appng
PRODUCT POSITIO&I&/:Refers to the p"ace an offerng occupes n consu%ers:
%nds on %portant attr'utes re"at!e to co%pett!e offerngs
PERCEPTUA' MAP* A %eans of dsp"ayng or graphng on t,o d%ensons the
"ocaton of products or 'rands n the %nds of consu%ers
REPOSITIO&I&/* Changng the p"ace an offerng occupes n consu%ers: %nds
re"at!e to co%pett!e offerngs&
)UA'ITATIVE RESEARCH:Uses nonstatstca"$ unstructured research %ethods n
,hch consu%ers are entced to re!ea" ,hat they can a'out ther nner%ost thoughts$
fee"ngs$ and %ot!atons&
focus group$ n2depth persona" nter!e,s$ pro0ect!e tests&
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PRO5ECTIVE TESTS
sentence co%p"eton$story co%p"eton$cartoon techn#ues$pcture
A'TER&ATIVE EVA'UATIO&
Surrogate ndcator$7ra%ng&
CHOICE
H"uistics: Are the ;ru"es of thu%'; that peop"e use to %a/e 0udg%ents and
decsons&
choce heurstc$ search heurstc&
POSTAC)UISITIO&
consu%pton$Consu%er satsfactonor dssatsfacton$ attr'uton theory$ cognt!e
dssonance&
PURCHASE BEHAVIOR
I%pu"se purchases$ co%pu"s!e consu%pton$ !arety2see/ng purchases&
PURCHASE I&VO'VEME&T
Ha#itua$ 0"cision ma!in+*
A pro'"e% s recogn4ed$"ong ter% %e%ory pro!des a sng"e preferred 'rand$
that 'rand s purchased$ on"y "%ted postpurchase e!a"uaton occurs$
assocated ,th "o, n!o"!e%ent$ assocated ,th repeat purchases and 'rand
"oya"ty&
'imit"0 0"cision ma!in+
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E(t"n0"0 0"cision ma!in+*
ncreased nfor%aton search$%ore extens!e and co%p"ex a"ternat!e
e!a"uaton$%ore thorough postpurchase e!a"uaton$assocated ,th hgh
n!o"!e%ent$
ENVIRONMENTA6 AN5 SITUATIONA6 IN76UENCES
CO&SUMER E&VIRO&ME&T
MAR4ETI&/ SITUATIO&S
nfor%aton ac#uston$ shoppng$ purchasng$ consu%pton+usage$ dsposton&
SITUATIO&S 6 SITUATIO&A' I&F'UE&CES
Infor%aton ac#uston$Consu%pton$Shoppng&
Fi-" "n-ionm"nta$6situationa$ in3$u"nc"s:
physca" surroundngs$soca" surroundngs$tas/ defnton$t%e$antecedent
states&
PHYSICA' SURROU&DI&/S
&on spatia$:
%usc$aro%a$"ghtng$nose$hu%dty$,eather&
Spatia$:
densty+cro,dng$store "ocaton$store dsp"ays&
SOCIA' SURROU&DI&/
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cu"ture$su'cu"ture$soca" c"ass$reference groups$fa%"y&
TAS4 DEFI&ITIO&
Ref"ects the purpose or reason for engagng n the 'uyng or
consu%pton 'eha!or
TIME A&D TEMPORA' PERSPECTIVE A&TECEDE&T STATE
Momentary moods, Momentary conditions
9ROU1 IN76UENCES
/ROUP7REFERE&CE /ROUP8
co""eagues at ,or/ frends at schoo"$ roo%%ates$ %e%'ers of c"u's$ church$
fraterntes+sorortes$ etc&
/ROUP I&F'UE&CE
Aspraton group$ dssocat!e group$Confor%ty$Co%p"ance$pr!ate
acceptance$9roup nor%s$Ro"e$Sanctons$Ro"e para%eters$Ro"e o!er"oad$Ro"e
conf"ct$Ro"e stereotype$.ord of Mouth (.OM) co%%uncatons&
OPI&IO& 'EADERS
5rect f"o, of nfor%aton$%u"tstep f"o, of nfor%aton&
DIFFUSIO& OF I&&OVATIO&
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continuous inno-ation
usua""y %odfcatons of exstng products to %pro!e perfor%ance$ taste$
re"a'"ty$ etc&
re#ures "tt"e change of 'eha!or
re#ures "tt"e "earnng
"o, perce!ed rs/
0iscontinuous inno-ation
nno!atons that produce %a0or changes n the "festy"es of consu%ers
re#ures great change n 'eha!or
re#ures %uch ne, "earnng
%uch perce!ed rs/
CATE/ORIES OF PRODUCT ADOPTERS
nno!ators$ ear"y adopters$ ear"y %a0orty$ "ate %a0orty$ "aggards&
HOUSEHO'D A&D FAMI'Y DECISIO& MA4I&/
Hous",o$0
fa%"y$nonfa%"y$nuc"ear fa%"y$ extended fa%"y$
FAMI'Y 'IFE CYC'E

Sta+"s in t," ta0itiona$ 3ami$% $i3"c%c$":
young+sng"eBBCyoung+%arredBBC%arred+ch"drenBBCe%pty nester
Reca"" the noton of the Buyng Center or 5ecson Ma/ng Unt*
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Users$ Inf"uencers$ 5ecders$ Buyers$ 9ate/eepers&
CU'TURA' I&F'UE&CES
CU'TURE
Cu"ture s co%prehens!e* t nc"udes a"%ost e!erythng that nf"uences an
nd!dua":s thought processes and 'eha!ors
Cu"ture s ac#ured or "earned* t does not nc"ude nherted responses or
predspostons& Va"ues and 'eha!ors are "earned fro% cu"tura" nf"uences&
Cu"ture supp"es 'oundares ,thn ,hch nd!dua"s thn/ and act&
.e are se"do% a,are of cu"tura" nf"uences3 ,e genera""y ta/e these nf"uences
for granted&
Nor%s$cu"tura" !a"ues$custo%s$%ores&
&ORMS: &on-"#a$ Communication
Tim":1o"ychronc !s&%onochro%c$pro%ptness$"ead t%e&
Spac":offce s4e and "ocaton$persona" space&
Fi"n0s,ip:fast !s& s"o, &
A+""m"nts:!er'a" !s& ,rtten&
T,in+s:ter%na" %atera"s%$nstru%enta" %atera"s%&
S%m#o$s:pn/ !s& '"ue dentfers&
Etiqu"tt":genera""y accepted ,ays of 'eha!ng n soca" stuatons&
SOME CU'TURA' VA'UE ORIE&TATIO&S:
Ind!dua" !s& co""ect!e$%ascu"nty+fe%nnty$t%e orentaton$uncertanty
26
a!odance$act!ty orentaton$re"atonshp to nature&
SUBCU6TURA6 IN76UENCES
race$ natona"ty$ re"gon$ age$ geographc "ocaton$ gender$ soca" c"ass&
D"mo+ap,ics
%ar/et s4e$ %ar/et co%poston$ %ar/et "ocaton$ %ar/et trends&
CAUSES OF POPU'ATIO& /ROWTH
Brth rate$ 5eath rate$Net %%graton&
A/E SUBCU'TURES
A%ercan 'a'y 'oo%$ 'a'y 'ust
OBAECTIVE OF STUDY
Dill the customers 6e loyal to the life 6uoy soapF
Dhat do the customers li0e or disli0e a6out the life6uoy F
Dhat chan*e they /ant to do in the soapF
8o/ much the consumer li0e the life6uoy soapF
27
)s consumer satisfied /ith the soap price or notF
Dhat are the consumer eApectation from the life6uoyF
SIGNIFICANCE OF THE STUDY
+ellin* of any product, there is needed to 6uild relationship /ith customer! For 6uildin* a
relationship there is need for 0no/in* the customer 6ehavior and ho/ /ill 6e they satisfiedF
This project is underta0en to 0no/ the consumer 6ehavior for the life6uoy soap at my
location"! The mar0et survey has done in my near6y localities! The project is useful for the
6etter understandin* of the consumer 6ehavior! The project encompasses the various 6ehavior
of consumer! Their pre and post 6ehavior and satisfaction /hen they usin* the soap! There is
also overvie/ of the customerGs attraction to/ards the soap ! This study /ill help 8U9 to
28
0no/ the most popular /ay 6y /hich they are providin* services and quality to the customers
and to 0no/ various customers Perceptions! From the study, /e found that, the customers
/ere hi*hly satisfied and had consumer 6ehavior /ith the products of life6uoy soapH it also
found that life6uoy is havin* a *ood 6rand ima*e in the mar0et! The present is the era of
customers! -ustomers are more 0no/led*ea6le than ever 6efore and 6ecause the customer is
more 0no/led*ea6le, companies must 6e faster, more a*ile and more creative than fe/ years
a*o! +o life6uoy should strive to enhance consumer 6ehavior throu*h 0no/in* their
eApectations re*ardin* products!
29
CHAPTER B *
INDUSTRY PROFILE
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INTRODUCTION
The orgns of persona" c"ean"ness date 'ac/ to prehstorc t%es& Snce
,ater s essenta" for "fe$ the ear"est peop"e "!ed near ,ater and /ne, so%ethng
a'out ts c"eansng propertes 2 at "east that t rnsed %ud off ther hands&
A soap2"/e %atera" found n c"ay cy"nders durng the exca!aton of ancent
Ba'y"on s e!dence that soap %a/ng ,as /no,n as ear"y as =DEE B&C& Inscrptons
on the cy"nders say that fats ,ere 'o"ed ,th ashes$ ,hch s a %ethod of %a/ng
soap$ 'ut do not refer to the purpose of the ;soap&; Such %atera"s ,ere "ater used
as har sty"ng ads&
Soap got ts na%e$ accordng to an ancent Ro%an "egend$ fro% Mount Sapo$
,here an%a"s ,ere sacrfced& Ran ,ashed a %xture of %e"ted an%a" fat$ or
ta""o,$ and ,ood ashes do,n nto the c"ay so" a"ong the T'er R!er& .o%en found
that ths c"ay %xture %ade ther ,ash c"eaner ,th %uch "ess effort&
So%e of the ear"y nstances of co%%erca" %anufacturng of soap are*
In Brtan references 'egan to appear n the "terature fro% a'out <EEEA5$
and n <<F= the %on/ Rchard of 5e!4es referred to the nu%'er of soap %a/ers n
Brsto" and the unp"easant s%e""s ,hch ther act!tes produced&
A century "ater soap %a/ng ,as reported n Co!entry& Other ear"y centers of
producton nc"uded Aor/ and Hu""& In 6ondon a <@th century ;sopehouse; ,as
reported n Bshopsgate$ ,th other stes at Cheapsde$ ,here there exsted Soper:s
6ane ("ater rena%ed Gueen Street)$ and 'y the Tha%es at B"ac/frars!Andre,
pears& In <HDF$ he co%%enced producton of a transparent soap at a factory n
31
.e""s Street$ off Oxford Street and 'eca%e huge"y successfu"&
2.2 INDUSTRY ANALYSIS:
The to"et soaps %ar/et s est%ated at @>E$EEE tpa nc"udng s%a"" %ports& The
%ar/et s "ttered o!er ,th se!era"$ "eadng natona" and g"o'a" 'rands and a "arge
nu%'er of s%a"" 'rands$ ,hch ha!e "%ted %ar/ets& The popu"ar and pre%u%
'rands nc"ude 6fe'uoy$ 6ux$ Cntho"$ 6r"$ Rexona$ and Nr%a&
To"et soaps$ despte ther d!ergent 'rands$ are not ,e"" dfferentated 'y the
consu%ers& It s$ therefore$ not c"ear f t s the 'rand "oya"ty or exper%entaton "ured
'y hgh !o"u%e %eda ca%pagn$ ,hch sustan the%& A conse#uence s that the
%ar/et s frag%ented& It s o'!ous that ths %ust "ead to a hgh"y co%pett!e
%ar/et& To"et soap$ once on"y an ur'an pheno%enon$ has no, penetrated
practca""y a"" areas nc"udng re%ote rura" areas& The ncre%enta" de%and f"o,s
fro% popu"aton ncrease and rse n usage nor% %pacted as t s 'y a greater
concern for hygene& Increased sa"es re!enues ,ou"d a"so expand fro% up
gradaton of #ua"ty or per unt !a"ue&
As the %ar/et s consttuted no,$ t can 'e d!ded nto four prce seg%ents*
pre%u%$ popu"ar$ dscount and econo%y soaps& 1re%u% soaps are est%ated to
ha!e a %ar/et !o"u%e of a'out DE$EEE tonnes& Ths trans"ates nto a share of a'out
<? to <@I&
Soaps for% the "argest pe of the 7MC9 Mar/et ,th 'athng J to"et soaps
accountng for around >EI of the soap %ar/et$ 'y !a"ue& Current"y$ the soap
ndustry s d!ded nto three seg%ents na%e"y 1re%u%$ 1opu"ar and Econo%y+
Su' popu"ar&
32
To fght co%petton$ %a0or p"ayers Hndustan Un"e!er 6td (HU6)$ 9odre0 Consu%er
1roducts 6td (9C16) and .pro Consu%er Care J 6ghtng are no, dra,ng up
fresh ga%e p"ans& And the accent s c"ear"y on nno!aton to gan %nd share as ,e""
as %ar/et share n ths o!ercro,ded category&
2.3 MAJOR PLAYERS:
Hin0ustan Uni$"-" 't0&
.th o!er se!en 'rands K 6UL$ 6I7EBUOA$ HAMAM$ RELONA$ BREEME$ 5OVE
and 1EARS K has @?&>I share of the o!era"" soap %ar/et& HU6 s Inda:s "argest
7ast Mo!ng Consu%er 9oods Co%pany3 ts 0ourney 'egan H@ years ago$ n <F>>$
,hen the co%pany ,as frst ncorporated& The co%pany strrng the "!es of t,o out
of three Indans ,th o!er =E dstnct categores n Ho%e J 1ersona" Care 1roducts
and 7oods J Be!erages and a"so one of the country:s "argest exporters& HU6:s
'rands nc"udes 6fe'uoy$ 6ux$ Surf Exce"$ Rn$ .hee"$ 7ar J 6o!e"y$ 1ond:s$
Suns"/$ C"nc$ 1epsodent$ C"ose2up$ 6a/%e$ Broo/e Bond$ 8ssan$ 8norr2
Annapurna$ 8,a"ty .a"":s 2 are househo"d na%es across the country& They are
%anufactured n o!er ?E factores across Inda& In the RsH$EEE crore 'y sa"es soap
%ar/et$ HU6Ns %ar/et share has dropped to @?&>I n March =EED fro% @@&FI n
March =EEO&
33
/o0"1 Consum" Po0ucts
9C16$ IndaNs second "argest soap %a/er after Hndustan Un"e!er 6td$ has near"y
F&=I %ar/et share& .th <<I %ar/et share n !a"ue ter%s$ t s the second "argest
soap %a/er after Hndustan Un"e!er& 9odre0 Consu%er 1roducts (9C16) s a %a0or
p"ayer n the Indan 7MC9 %ar/et ,th "eadershp n persona"$ har$ househo"d and
fa'rc care seg%ents& The co%pany s one a%ong the "argest %ar/eter of to"et
soaps n the country ,th "eadng 'rands such as CINTHO6$ 7AIR96O.$ NI8HAR$
J A66CARE& 7arg"o, 'rand$ Inda:s frst 7arness soap$ has created %ar/etng
hstory as one of the %ost successfu" nno!atons& It s a"so the preferred supp"er for
contract %anufacturng of to"et soaps$ so%e of ,hch are the %ost ,e""2/no,n
'rands n the country&
Wipo
In the Indan %ar/et$ .pro s a "eader n pro!dng IT so"utons and ser!ces for the
corporate seg%ent n Inda& .pro a"so has a profta'"e presence n nche %ar/et
seg%ents of nfrastructure engneerng$ and consu%er products J "ghtng&.pro has
%ade a "arge ac#uston n the Consu%er Care 'usness& The presence of .pro n
the to"et soap ndustry can 'e seen through ther 'rands such as SANTOOR and
CHAN5RI8A& .th ndustry "eadng organc gro,th rates and the ac#uston$
Consu%er care 'usness has reached a Re!enue run rate n excess of P<EE %""on
per #uarter&
34
Poct" 9 /am#$" In0ia
1rocter J 9a%'"e Inda (19HHC6) ,as ncorporated n <FO? after 1rocter J
9a%'"e$ US$ ac#ured Rchardson Vc/s$ US& 7or%er"y /no,n as Rchardson
Hndustan (the Indan su'sdary)$ t ,as "ater na%ed as 1J9& It changed ts na%e
agan n <FFD to 1rocter J 9a%'"e Hygene and Hea"th Care n order to ref"ect the
nature and character of the 'usness of the co%pany& 5urng =EE?2E@ the co%pany
has ncreased ts nsta""ed capacty of Soaps J 5etergents and To"et 1reparatons
etc 'y >O@EE Tonnes and =O> Tonnes respect!e"y& .th ths expanson the tota"
nsta""ed capacty of Soaps J 5etergents and To"et 1reparatons etc has ncreased
to <ED@EE Tonnes and @DH@ Tonnes respect!e"y&
&ima
Incorporated as a pr!ate "%ted co%pany$ Nr%a ,as con!erted nto a dee%ed
pu'"c co%pany and then to a pu'"c "%ted one n No!&:F>& Nr%a has a "eadershp
presence n 5etergents$ Soaps and 1ersona" Care 1roducts& To ha!e a greater
contro" on the #ua"ty and prce of ts ra, %atera"s$ Nr%a undertoo/ 'ac/,ard
ntegraton nto %anufacture of Industra" 1roducts "/e Soda Ash$ 6near A"/y"
Ben4ene (6AB)$ A"fa O"efn Su"phonates (AOS)$ 7atty Acd$ 9"ycerne and Su"phurc
Acd& 5urng <FFO2FH$ N"nta Che%ca"s$ Nr%a 5etergents$ Nr%a Soaps and
5etergents$ and Sh!a Soaps and 5etergents ,ere a%a"ga%ated ,th the co%pany&
The co%pany created :Nr%a Consu%er Care 6td&: 2 a ,ho""y o,ned su'sdary on
35
==nd Aug&:FH$ ,hch s the so"e "censee of the 'rand na%e :Nr%a: ,thn Inda&
Nr%a en0oys a share of O&H?I n soaps&
ITC
ITC$ the countryNs "argest cgarette %a/er$ entered the seg%ent "ast year and has
%ade a strong head,ay n a short t%e& Accordng to AC Ne"sen$ ts share has
gro,n to <&H@I n 0ust f!e %onths despte the fact that %any of ts 'rands such as
Supera$ 7a%a 5 .""s and V!e" are current"y so"d n on"y sx states&
36
CHAPTER-3
COPANY PROFI!E
37
INTRODUCTION
Hndustan Un"e!er 6%ted (QHU6N)$ for%er"y Hndustan 6e!er 6%ted (t ,as
rena%ed n "ate Rune =EEH as HU6)$ s Inda:s "argest 7ast Mo!ng
Consu%er 9oods (7MC9) co%pany$ touchng the "!es of t,o out of three
Indans ,th o!er =E dstnct categores n Ho%e J 1ersona" Care 1roducts
and 7oods J Be!erages& These products endo, the co%pany ,th a sca"e
of co%'ned !o"u%es of a'out ? %""on tonnes and sa"es of near"y Rs&
<>H<D crores&
HU6 s a"so one of the country:s "argest exporters3 t has 'een recogn4ed
as a 9o"den Super Star Tradng House 'y the 9o!ern%ent of Inda&
The %sson that nspres HU6:s o!er <@$EEE e%p"oyees$ nc"udng o!er <$>EE
%anagers$ s to ;add !ta"ty to "fe&; HU6 %eets e!eryday needs for nutrton$
hygene$ and persona" care ,th 'rands that he"p peop"e fee" good$ "oo/
good and get %ore out of "fe& It s a %sson HU6 shares ,th ts parent
co%pany$ Un"e!er$ ,hch ho"ds @=&<EI of the e#uty& The rest of the
shareho"dng s dstr'uted a%ong >OE$OH@ nd!dua" shareho"ders and
fnanca" nsttutons&
<F
HU6:s 'rands "/e 6fe'uoy$ 6ux$ Surf Exce"$ Rn$ .hee"$ 7ar J 6o!e"y$
1ond:s$ Suns"/$ C"nc$ 1epsodent$ C"oseup$ 6a/%e$ Broo/e Bond$ 8ssan$
8norrAnnapurna$ 8,a"ty .a"":s S are househo"d na%es across the country
38
and span %any categores soaps$ detergents$ persona" products$ tea$
coffee$ 'randed stap"es$ ce crea% and cu"nary products& These products are
%anufactured o!er ?E factores across Inda& The operatons n!o"!e o!er
=$EEE supp"ers and assocates& HU6:s dstr'uton net,or/ co%prses a'out
?$EEE redstr'uton stoc/est$ co!erng O&> %""on reta" out"ets reachng the
entre ur'an popu"aton$ and a'out =@E %""on rura" consu%ers&
3.2 HISTORY:
Un"e!er ,as created n <F>E 'y the a%a"ga%aton of the operatons of Brtsh soap
%a/er 6e!er Brothers and 5utch %argarne producer Margarne Une$ a %erger as
pa"% o" ,as a %a0or ra, %atera" for 'oth %argarnes and soaps and cou"d 'e
%ported %ore effcent"y n "arger #uanttes& In the "ate <Fth century the 'usnesses
that ,ou"d "ater 'eco%e Un"e!er HU6 a%ong the %ost ph"anthropc of ther t%e&
They set up pro0ects to %pro!e the "ot of ther ,or/ers and created products ,th a
post!e soca" %pact$ %a/ng hygene and persona" care co%%onp"ace and
%pro!ng nutrton through addng !ta%ns to foods that HU6 a"ready da"y stap"es&
Today$ Un"e!er st"" 'e"e!es that success %eans actng ,th :the hghest standards
of corporate 'eha!or to,ards our e%p"oyees$ consu%ers and the socetes and
,or"d n ,hch HU6 "!e:& O!er the years HU6:!e "aunched or partcpated n an
e!ergro,ng
range of ntat!es to source sustana'"e supp"es of ra, %atera"s$ protect
en!ron%ents$ support "oca" co%%untes and %uch %ore&
Through ths t%e"ne you:"" see ho, our 'rand portfo"o has e!o"!ed& At the
'egnnng of the =<st century$ our 1ath to 9ro,th strategy focused us on g"o'a"
39
hgh2potenta" 'rands and our Vta"ty %sson s ta/ng us nto a ne, phase of
de!e"op%ent& More than e!er$ our 'rands are he"png peop"e :fee" good$ "oo/ good
and get %ore out of "fe: S a sent%ent c"ose to 6ord 6e!erhu"%e:s heart o!er a
hundred years ago&
In <Fth century A"though Un"e!er ,asn:t for%ed unt" <F>E$ the co%panes that
0oned forces to create the 'usness HU6 /no, today HU6 a"ready HU6 esta'"shed
'efore the start of the =Eth century&
:;<<s Un"e!er:s foundng co%panes produced products %ade of o"s and fats$
prncpa""y soap and %argarne& At the 'egnnng of the =Eth century ther expanson
near"y outstrps the supp"y of ra, %atera"s&
:;:<s Tough econo%c condtons and the 7rst .or"d .ar %a/e tradng dffcu"t for
e!eryone$ so %any 'usnesses for% trade assocatons to protect ther shared
nterests&
:;=<s .th 'usnesses expandng fast$ co%panes set up negotatons ntendng to
stop others producng the sa%e types of products& But nstead they agree to %erge 2
and so Un"e!er s created&
:;><s Un"e!er:s frst decade s no easy rde* t starts ,th the 9reat 5epresson and
ends ,th the Second .or"d .ar& But ,h"e the 'usness ratona"4es operatons$ t
a"so contnues to d!ersfy&
:;?<s Un"e!er:s operatons around the ,or"d 'egn to frag%ent$ 'ut the 'usness
contnues to expand further nto the foods %ar/et and ncrease n!est%ent n
research and de!e"op%ent&
40
:;@<s Busness 'oo%s as ne, techno"ogy and the European Econo%c Co%%unty
"ead to rsng standards of "!ng n the HU6$ ,h"e ne, %ar/ets open up n e%ergng
econo%es around the g"o'e&
:;A<s As the ,or"d econo%y expands so does Un"e!er and t sets a'out
de!e"opng ne, products$ enterng ne, %ar/ets and runnng a hgh"y a%'tous
ac#uston progra%%ed&
:;B<s Hard econo%c condtons and hgh nf"aton %a/e the :HEs a tough t%e for
e!eryone$ 'ut thngs are partcu"ar"y dffcu"t n the 7ast Mo!ng Consu%er 9oods
(7MC9) sector as the 'g reta"ers start to f"ex ther %usc"es&
:;C<s Un"e!er s no, one of the ,or"d:s 'ggest co%panes$ 'ut ta/es the decson
to focus ts portfo"o$ and ratona"4e ts 'usnesses to focus on core products and
'rands&
:;;<s The 'usness expands nto Centra" and Eastern Europe and further sharpens
ts focus on HU6 product categores$ "eadng to the sa"e or ,thdra,a" of t,o2thrds
of ts 'rands&
The =:st century The decade starts ,th the "aunch of 1ath to 9ro,th$ a f!e2year
strategc p"an$ and n =<<? further sharpens ts focus on the needs of =<st
centuryconsu%ers
,th ts Vta"ty %sson&
41
3.3 ORGANISATION STRUCTURE:
Hndustan Un"e!er 6%ted s Inda:s "argest 7ast Mo!ng Consu%er 9oods (7MC9)
co%pany& It s present n Ho%e J 1ersona" Care and 7oods J Be!erages
categores& HU6 has a'out <@$EEE e%p"oyees$ nc"udng o!er <?EE %anagers&
The funda%enta" prncp"e deter%nng the organsaton structure s to nfuse speed
and f"ex'"ty n decson2%a/ng and %p"e%entaton$ ,th e%po,ered %anagers
across the co%panyNs naton,de operatons&
The Board of 5rectors as repostores of the corporate of HU6 act as a guardan to
the Co%pany as a"so the protectors of shareho"derNs nterest&
T Mr& Harsh Man,an 2 Char%an
T Mr& Ntn 1aran0pe 2 CEO and Managng 5rector
T Mr& R& Srdhar 2 Chef 7nanca" Offcer
T Mr& 9opa" Vtta" 2 Execut!e 5rector$ Ho%e J 1ersona" Care
T Mr 1radeep Baner0ee 2 Execut!e 5rector$ Supp"y Chan
T Mr& 5& S& 1are/h 2 Independent 5rector
T Mr& A& Narayan 2 Independent 5rector
=>
T Mr& S& Ra%adora 2 Independent 5rector
T 5r& R& A& Mashe"/ar 2 Independent 5rector
42
3.4 PRODUCT PORTFOLIO:
U&I'EVERDS BRA&DS
Foo0 Ban0s
Hom" ca" #an0s
P"sona$ ca" #an0s
&utition
H"a$t,7 ,%+i"n" 9 #"aut%
>8?8: FOOD BRA&DS:
Un"e!er s one of the ,or"d:s "eadng food co%panes& Our passon for
understandng ,hat peop"e ,ant and need fro% ther food 2 and ,hat they "o!e
a'out t 2 %a/es our 'rands&
4Ea$it% Wa$$2s:
8,a"ty .a""Ns$ the 'rand ,th a 'g heart$ offers a range of de"ghtfu"
fro4en desserts that 'rng s%"es to the faces of %""ons of Indans S
/ds$ teens and adu"ts&
'ipton:
6pton Ae""o, 6a'e" s a pre%u%$ fu""2'oded tea$ %ade out of the
fnest teas$ perfect for the Qhea"thyN Indan&
4issan:
8ssan acts as a cata"yst$ easng stressfu" %o%ents at the dnng ta'"e& .th
43
8ssan$ good food s "o!ed not sho!ed&
Bu:
So%e %o%ents n "fe are speca" and c"ose to the heart& Bru
%a/es these %o%ents ,th "o!ed ones e!en %ore %agca"UIts
IndaNs "argest coffee 'rand that offers a range of products n
Instant coffee$ Con!entona" coffee and pre%xes&&&&Its rch aro%a
and un#ue '"end %a/es e!ery %o%ent co%e a"!eU
4no:
8norr Ready to Coo/ he"ps the consu%er %a/e her fa%"y:s fa!orte dshes at ho%e
and he"ps her get restaurant "/e taste at ho%e tse"f& It co%es n the Indan Ready to
Coo/ range and Chnese Ready to Coo/ range&
Ta1 Ma,a$:
Crafted fro% carefu""y se"ected tender "ea!es fro% IndaNs fnest tea
gardens$ the "ngerng aro%a of Ta0 Maha" a",ays has an %pact&
.hen a cup of Ta0 s ser!ed$ co%p"%ents fo""o,&
Annapuna:
=@
6aunched natona""y n <FFD$ Annapurna Atta s a%ed at he"png the ho%e%a/er
pro!de ,ho"eso%e$ tasty nutrton to her fa%"y&
>8?8= HOME CARE BRA&DS:
In %any parts of the ,or"d HU6 "ead the ho%e care %ar/et$ ,th 'rands such as
44
O%o$ Surf$ Co%fort and Cf& It:s %ore than 0ust hygene S ,th ho%es and c"othes
that are c"ean and cared for$ HU6 he"p you get %ore out of "fe&
Com3ot:
Co%fort 7a'rc Condtoner understands ths and has addressed ths need
'y for%u"atng a fa'rc condtoner that not on"y refreshes the c"othes 'ut
a"so %a/es the HU6arer fee" cared for
Rin
Consu%er nsght sho,s that one of the "eadng dr!ers that
ndcate a good ,ash s the "e!e" of ,hteness and 'rghtness that
c"othes ha!e after the use of a detergent po,der& Rn s for%u"ated
to offer ,hteness and 'rng 'ac/ "fe n your e!eryday c"othes&
Su3 "(c"$:
Re%e%'er ,hen you HU6re a ch"d- Ho, you HU6re free to
exp"ore$ returnng ho%e co!ered n drt and other stans that you
,ore "/e the 'adges of an ntrepd dsco!erer-
Dom"(* 5o%ex '"each g!es you the confdence you need$ eradcatng a""
/no,n ger%s& .th 5o%ex$ you can 'e a'so"ute"y certan that the 0o' s done
=O
Ci3:
9ettng rd of tough stans n your house s not tough any%ore& CfNs un#ue for%u"a
,th %cro2 partc"es re%o!e the toughest drt %a/ng your surfaces 'eautfu" and
45
shny "/e ne,&
Vim:
Created n <DD@$ the V% 'rand s st"" nno!atng and usng the
%agc of natura" ngredents to create un'eata'"e resu"ts o!er a
hundred years "ater&
>8?8= PERSO&A' CARE BRA&DS:
persona" care 'rands$ nc"udng 5o!e$ 6fe'uoy$ 6ux$ 1ond:s$ Rexona and Suns"/$
5o!e$ Axe$ etc are recogn4ed and respected around the ,or"d& They he"p
consu%ers to "oo/ good and fee" good S and n turn get %ore out of "fe&
C$"a:
The ne, range of C"ear s poHU6red ,th the dua" 'eneft of C"ear tech
and essenta" o"s& The dua" acton of ts ad!anced for%u"a guarantees
Mero dandruff and "ea!es your fee"ng fa'u"ous&
C$os" Up:
C"oseup s synony%ous ,th Q7reshnessN that g!es you the
confdence to 'e c"ose to so%eone
Fai 9 'o-"$%:
More than >E years ago$ a un#ue 'rand ,as 'orn& .rapped ,thn a
46
hu%'"e "a!ender tu'e$ t HU6nt on to 'eco%e the .or"dNs No&<
7arness crea%&
'i3"#uo% soap:
6fe'uoy:s goa" s to pro!de afforda'"e and access'"e hygene and
hea"th so"utons&
'u(:
6ux stands for the pro%se of 'eauty and g"a%our as one of Inda:s %ost
trusted persona" care 'rands&
Pon02s:
1ondNs$ has 'een "stenng to ,o%enNs needs and desres for <@E
years and ths has ena'"ed us to de"!er ne, products custo%sed
to ther needs& 1ondNs acco%panes the% on ther 0ourney to
enhance the 'eauty of ther s/n&
R"(ona:
Rexona s the ,or"d:s "eadng ant2persprant 'rand& It ,as the frst antpersprant
deodorant to 'e "aunched n Inda
Sunsi$!:
The Suns"/ har care range pro!des a co%p"ete har care so"uton and functons as
a >2step co%'naton of c"eansng$ nourshng and %anagea'"ty that g!es a =E
so%ethng gr" the confdence to express herse"f
C$inic P$us:
C"nc 1"us understands that hea"thy har s an %portant asset ,hch he"ps your
47
fa%"y progress n "fe and e%poHU6rs you& It s "eadng 'rand n Inda&
A(":
ALE s a coo"$ conc$ youth 'rand a!a"a'"e n %ore than OE
countres& In Inda$ Axe$ ,hch has 'een "aunched n <FFF$ s the
"argest se""ng Ma"e 5eodorant&
Do-":
5o!e s /no,n to 'e a /eeper of pro%ses and has g!en rea" products to ,o%en
,or"d o!er& To he"p you en0oy your o,n 'rand of 'eauty$ 5o!e pro!des a ,de
range of persona" care$ har care$ s/n care and deodorants& So choose a ne,
,ay of pa%perng your s/n$ e!eryday$ ,th 5o!e&
MISSIO&
To 'rng safety$ securty and hea"th
to @ '""on peop"e through the act!e
1ro%oton of hand ,ashng ,th soap&
4.1 INTRODUCTION:
6fe'uoy s a fa%ous and dstnct!e 'rand of soap that ,as created 'y the 6e!er
Brothers soap factory n <DF?& It ,as the frst soap to use car'o"c acd$ ,hch ga!e
t a red co"or and strong$ %edcna" scent& 6fe'uoy s st"" %anufacture d today and
s the "eadng 'rand of soap n %any de!e"opng countres nc"udng Inda& Today
6fe'uoy s so"d n a"" o!er the .or"d& It s %ar/et "eader n e!ery %ar/et ,here t s
so"d&
48
The desre to 'e c"ean$ act!e and hea"thy s ntrnsc to e!ery one S rrespect!e of
age or econo%c status& 6fe'uoy understands ths need and cha%pons the cause
for hygene and hea"th around the ,or"d&
An nsprng !son for %ore hygenc$ hea"ther and u"t%ate"y %ore !ta"
co%%untes s the dr!ng force 'ehnd the 6fe'uoy 'rand& To rea"se ths !son$
6fe'uoy has "oo/ed to consstent"y nno!ate and pro!de access'"e hygene and
hea"th products to a ,de !arety of consu%ers&
Ths !son a"so co%%ts the 6fe'uoy 'rand tea% to !s'"e acton$ nsprng pro0ects
that %ot!ate consu%ers to %pro!e ther hygene 'eha!our&
4.2 HISTORY:
T In <DF?$ .""a% Hes/eth 6e!er "aunched
6fe'uoy n the U8 as the Roya" 5snfectant
Soap&
T 6e!er gre, up n ndustra"sed Bo"ton$
6ancashre$ ,hch ,as a typca" Eng"sh cty of
the Industra" Re!o"uton era$ ,th thousands of
peop"e "!ng n s"u%s ,here dsease ran
ra%pant& Epde%cs of typhod$ dysentery and
ye""o, fe!er ,ere co%%on and nfant %orta"ty
,as exceptona""y hgh&
:C"ean"ness s next to god"ness: ,as a co%%on the%e of refor%st groups$
,hch de%anded hygene educaton and %pro!ed "!ng condtons for the
49
poor and ,or/ng c"asses& They a"so de%anded a pre!entat!e approach to
reduce dsease and ""ness that ,ere pr%ar"y caused 'y unsantary
condtons&
T 6e!er ,as act!e"y see/ng the perfect for%u"a for a soap product that cou"d
co%'at ger%s and st"" 'e afforda'"e to e!eryone& In ,hat cou"d 'e ter%ed as
a %a0or scentfc 'rea/through of the era$ he found 0ust that n car'o"c acd&
T The 'rand ,ent g"o'a" n <F<< and 'egan dstr'utng to countres such as
the Unted States$ 9er%any$ S,t4er"and$ Canada$ Inda$ etc&
4.3 EVOLUTION AND CHANGES:
T 6fe'uoy ,ent through se!era" changes and ncarnatons throughout the
'rand:s hstory& A ,hte !erson of the soap ,as ntroduced n <FO= and
contaned a "ght perfu%e scent& 1n/ and a#ua !ersons ,ere re"eased soon
after& Each pac/age of 6fe'uoy soap contaned the phrase ;8noc/s out
B&O&; and the 'rand s credted ,th conng the "ong2standng a''re!aton for
'ody odor&
T The orgna" 6fe'uoy soap ,as %anufactured n the U8 unt" <FDH ,hen the
producton and dstr'uton ,as ha"ted& The 'rand ,as short"y ta/en o!er 'y
Un"e!er and s st"" n producton today222a"'et ,th se!era" /ey dfferences&
T 5ue to regu"atons put forth 'y the European Unon$ the soap can no "onger
contan car'o"c 'ecause t s potenta""y toxc and "n/ed to s/n rrtaton and
respratory tract pro'"e%s ,th pro"onged exposure& The su'stance s a"so
50
consdered a poss'"e carcnogen
T 6fe'uoy soap s st"" the "eadng 'rand of soap n se!era" countres
,or"d,de$ specfca""y n Inda and parts of Southern Asa& Un"e!er produces
a ,de range of products under the 6fe'uoy u%'re""a such as 'ody ,ash$
"#ud soaps and acne2fghtng so"utons
4.4 OBJECTIVES:
6fe'uoy:s goa" s to pro!de afforda'"e and access'"e hygene and hea"th so"utons
that ena'"e peop"e to "ead a "fe ,thout fear of hygene anxetes and hea"th
conse#uences&
4.5 INGREDIENTS
T Sodu% 1a"%ate
T Sodu% 1a"% /e%e"ate
T.ater
T 1arfu%e
T Sodu% C<=2C<D A"/y" Su"fate
T9"ycern
T Sodu% Ch"orde
T Sodu% Car'onate
T Trc"orocar'on
T 1entasodu% 1entetate
51
T9"ycer" 6aurate
TCurcu%a Aro%atca (Root) O"
T Ethane Hydroxy 5phosphorc
T Acd
T Tetranatru% E5TA
TMethy"ch"orosotha4o"one
4.6 HYGIENE EDUCATION AND DISASTER RELIEF:
T The 'rand:s core pro%se of protecton and a co%%t%ent to support "fe through
un'eata'"e protecton s at the heart of the 'rand na%e tse"f S 6fe'uoy$ the
guarantee
of protecton ,hen you are threatened& 7or exa%p"e$ a <F>E:s ca%pagn n the US
,as
tt"ed :C"ean hands he"p guard hea"th:$ encouragng the use of 6fe'uoy soap to /"" the
ger%s on hands that can cause hea"th ssues& A s%"ar ca%pagn contnues today$
,th
6fe'uoy hygene educaton progra%%es ongong n countres nc"udng Inda$
Bang"adesh$ 1a/stan$ Sr 6an/a$ Indonesa and Vetna% 6fe'uoy a"so has a hstory
of
he"png peop"e %antan hygene n t%es of natura" dsaster& 5urng the <F?E B"t4 of
6ondon$ the 'rand set up %o'"e$ free ,ashng fac"tes for pu'"c use& Each unt ,as
e#upped ,th sho,ers$to,e"s and soap& In =EE? after a Tsuna% ht Asa$ 6fe'uoy
'ars ,ere sent n re"ef pac/ages to Inda$ Sr 6an/a and Indonesa to he"p pre!ent
the
spreadof dsease&
52
T The 'rand a"so pro!ded ad after earth#ua/es ht 1a/stan and Northern
Inda n =EE@& 6fe'uoy donated o!er =EE$EEE 'ars of soap to the
Internatona" Co%%ttee of the Red Cross to support the reco!ery effort&
4.7 LIFEBUOY PORTFOLIO:
Today$ the 6fe'uoy 'rand s %ore than the #untessenta" 'ar of red soap$ and
pro!des hygene and hea"th for the entre fa%"y through a range of products "/e
"#ud hand ,ash and speca""y desgned 'ody ,ash& Beyond ensurng da"y hygene
and freshness$ 6fe'uoy products a"so address speca" needs "/e ant2acne and s/n
fortfcaton for an a"" around c"eansng experence&
T 6fe'uoy Hand Sant4er effect!e"y dsrupts 'acteraNs ce"" %e%'rane
J !rusNs outer coat there'y /""s ger%s J !ruses on your hands&
T 1ro!en to !"#$!#%& /"" FF&FFI ger%s&
T 1ro!en to /"" H<N< !rus
T 5res #uc/"y$ s non2stc/y and has soothng fragrance&
T Has Mostur4er and Vta%n E to /eep your hands soft and s%ooth &
6fe'uoy 'ar soaps support ch"drenNs hea"th and gro,th
'y pro!dng extended ger% protecton for up to <=
hours after a 'ath than/s to enhanced ngredents&
6fe'uoy Body .ash pro!des deep c"eansng of pores$ protectng aganst the three
root causes of s/n hea"th pro'"e%s S c"ogged pores$ o!er2dryng$ and
nfectoncausng
ger%s&
53
C"ean$ ger%2free hands are the /ey to good hea"th$ as ngeston of ger%s fro%
unhygenc hands at %ea"t%es s the %ost "/e"y cause for
co%% on dseases& 6fe'uoy Hand Soaps offer hospta"strength
ger% protecton$ ,th a un#ue for%u"aton that
generates a rch "ather& Ths pro!des an effect!e and hygenc
,ash n e!ery corner of the hands and na"s$ at the sa%e t%e
"ea!ng your hands p"easant"y fragrant&
'i3"#uo% M"n2s Bo0%Eas,
Ma"e s/n s %ore o"y and s,eaty$ %a/ng t %ore prone to attac/s fro%
ger%s that cause s/n pro'"e%s and 'ody odour&
6fe'uoy Men:s Body .ashes are speca""y for%u"ated to ,ash a,ay
excess o" and s,eat$ protectng aganst 'ody odour and other pro'"e%s
caused 'y ger%s& T,o !arants pro!de the %ost %portant 'enefts to
%en:s s/n*
6fe'uoy C"ear S/n pro!des speca"st protecton fro% acne$
,hch resu"ts fro% o" and drt co%ng together& Mnera" c"ay or
"multani mitti" a'sor's the o" fro% your s/n$ ,h"e ,ashng
a,ay ger%s and drt to great"y reduce the ncdence of acne& In fact$ 6fe'uoy C"ear
54
S/n has 'een sho,n to reduce acne up to HE per cent n sx ,ee/s$ guaranteeng
!s'"y c"earer s/n&
CHAPTER B -
55
S1OT ANALYSIS
SWOT A&A'YSIS OF HU':
STRE&/THS
V Strong 'rand portfo"o$prce$#uantty J !arety&
V Inno!at!e Aspects&
V 1resence of Esta'"shed dstr'uton net,or/s n 'oth ur'an and rura" areas&
W >?EE dstr'uters
W <O %""on out"ets o!er the ,or"d&
W HEE %""on custo%er 'ase&
V Strong RJ5 of the co%pany
V Hgh"y s/""ed hu%an resource&
56
V Corporate Soca" Respons'"ty(CSR)
WEA4&ESSES
T Strong Co%pettors&
T 6o, exports "e!e" (at present)&
T Changng consu%pton
1attern
T Hgh ad!ertsng costs&
OPPORTU&ITIES
V 6arge do%estc %ar/et S o!er a '""on popu"aton&
V Untapped rura" %ar/et&
V Changng 6festy"es J Rsng nco%e "e!e"s$ &e& ncreasng per capta" nco%e of
consu%ers&
THREATS
V Tax and regu"atory structure&
V M%c of 'rands
V Entry of ITC n 7MC9 sector&
V Increasng cost of ra, %atera"
57
58
CHAPTER? 0
RESEARCH HYPOTHESES
59
RESEARCH METHODOLOGY
The research methodolo*y is an approach /hich encompasses of several issues includin*
pro6lems, constrictions and ethical preferences /ithin the research! The methodolo*y is the
speculative eAamination of the methods that are appropriate to a specific field of study! To
achieve the o6jectives and *oals of the research, selection of methodolo*y is essential and is
indispensa6le for investi*ation and analysis! .eepin* in consideration the quality of services
provided 6y the or*ani5ation Ialarie et al!, %@:<" the =onion theory>, plays an important role
in determinin* the philosophy, approaches, strate*ies, time hori5on and the data collection
methods!
0") RESEARCH DESIGN
1efore eAaminin* types of research desi*ns it is important to 6e clear a6out the role and
purpose of research desi*n! De need to understand /hat research desi*n is and /hat it is not!
De need to 0no/ /here desi*n fits into the /hole research process from framin* a question to
finally analy5in* and reportin* data!
)n order to achieve the o6jective it /as necessary to tal0 to the customers and pu6lic to dra/s
the conclusions re*ardin* the o6jective! For collectin* the relevant informationH a
questionnaire /ill 6e desi*n! The questionnaire /ill desi*n in such a manner to achieve the
o6jective of the research! The sample /as approAimately %#<!
DESCRIPTIVE RESEARCH! 2escriptive research does not fit neatly into the definition of
either quantitative or qualitative research methodolo*ies, 6ut instead it can utili5e elements of
6oth, often /ithin the same study! The term descriptive research refers to the type of research
question, desi*n, and data analysis that /ill 6e applied to a *iven topic! 2escriptive statistics
tell /hat is, /hile inferential statistics try to determine cause and effect!
2escriptive research is the eAploration of the eAistin* certain phenomena! The details of the
facts /onGt 6e 0no/n! The eAistin* phenomenaGs facts are not 0no/n to the persons!
60
PRIMARY DATA! Primary data is data /hich has 6een collected 6y ourselves , /hich is
more relia6le and up to date! JPrimaryJ are terms used to define data relative to the purpose 6y
/hich the data /ere collected ori*inally! JPrimary dataJ are data collected for the need at
hand! Primary data analytics involves the a6ility to analy5e data for the purpose 6y /hich it
has 6een collected! Primary data is a data /hich is created for the first time and there is no
previous source availa6le!!Primary data is 6ein* collected from the questionnaire from the
tar*eted respondent at the near 6y localities
SECONDARY DATA! +econdary data has 6een collected from a secondary source
Other people, 6usiness etc!" so it may not 6e valid or up to date! J+econdaryJ are terms used
to define data relative to the purpose 6y /hich the data /ere collected ori*inally! J+econdary
dataJ are data that /ere collected for another reason 6ut is 6ein* re&purposed to address the
need at hand! +econdary data analytics involves identifyin* Jsecondary data sourcesJ to solve
a ne/ pro6lem and then the a6ility to re&purpose that data! +econdary data is 6ein* collected
from the 6oo0s ,ma*a5ines ,internet etc!
0"* SAMPLE DESCRIPTION
SAMPLE SICE AND SAMPLE UNIT! %'$ respondents from shops and home /ho purchase
soaps from shops! As /e have ta0en %#< respondents sample to 0no/ the approAimately
fi*ures of customers and consumers perception and satisfaction to/ards soaps, /hat they li0e
and disli0e /ith respect to life6uoy soap!
SAMPLE SELECTION PROCEDURE! De used multista*e sample selection
technique! At first sta*e /e used random samplin* technique to select house and shops in
2elhi city 6ecause it /as not possi6le to select all the outlet in the city due to shorta*e of time!
At second sta*e /e used convenience samplin* technique to ta0e responses from the
respondent 6ecause respondents are not easily availa6le and it /as not possi6le to sort out
61
respondent on the 6asis of their visitin* in outlet! )t too0 ? /ee0s time to collect responses
from the respondents!
TARGET RESPONDENT
The tar*et respondent /ould 6e the male and female!
The a*e *roup /ould 6e in&6et/een %:& '@!
Respondent /ill 6e ta0en from my locality in 2elhi /ho uses life6uoy soap!
0"D DATA COLLECTION METHOD AND INSTRUMENT
)n this research, total %#< respondents are participated fairly /ith the a*e *roup of %:&
',! Participants are varyin* from student to professionals or 6usiness man or self
employed person hi*hli*ht the diversity of the survey! The samplin* technique use for
the research paper is simple random samplin* 6y a*e! -ustomer /ith different
demo*raphic character has different 6uyin* 6ehavior!
The data has 6een collected throu*h primary data as /ell as secondary data!
0"-" DATA INTERPRETATION AND ANALYSIS TOOLS
AND TECHNI5UES
De are usin* +P++ /hich is a latest tool for easily analy5e the data and /e entered data in
7Acel sheet and then prepared chart and *raphs on the 6asis of the data! To calculate the
8ypothesis /e used ANOIA test!
62
CHAPTER ?+
DATA ANALYSIS AND
INTEREPRETATION
63
DATA ANALYSIS AND INTEREPRETATION
A+" /oup O3 R"spon0"nts
The a'o!e ta'"e %entons dfferent age group of respondents& It conssts =O
respondents are 'e"o, =@ Ars$>? are 'et,een =@ J>@ Ars$?? are 'et,een
>@J?@ Ars$@? are 'et,een ?@ J OE Ars and ?= respondents are a'o!e OE
Ars
5ESCRI1TION NO&RES1ON5
ENTS
1ERCENTA9E
Be"o,=@ Ars =O <>
Bet,een =@ J
>@ Ars
>? <H
Bet,een >@ J
?@ Ars
?? ==
Bet,een ?@ J
OE Ars
@? =H
A'o!e OE Ars ?= =<
TOTA6 =EE <EE
64
S"( /oup O3 R"spon0"nts
7or the ana"yss the %a"e respondents are <>F ,hch are OF&@I$ and the
7e%a"e respondents are O< ,hch s >E&@I&
65
5ESCRI1TION NO&RES1ON5
ENTS
1ERCENTA9
E
Ma"e <>F OF&@
7e%a"e O< >E&@
Tota" =EE <EE
A/E /ROUP OF RESPO&DE&TS
E
<E
=E
>E
?E
@E
OE
Be"o,=@
Ars
Bet,een
=@ J >@
Ars
Bet,een
>@ J ?@
Ars
Bet,een
?@ J OE
Ars
A'o!e
OE Ars
&
O
8
O
F

R
E
S
P
O
&
D
E
&
T
S
Occupation O3 R"spon0"nts
The a'o!e ta'"e sho,s that the occupatons of the respondents are as
fo""o,s
E%p"oyees*=EI$
Busness%en*>>I$Execut!es*=?I$6a'ourers*=>IRespect!e"y
66
5ESCRI1TION NO&RES1ON5
ENTS
1ERCENTA9
E
E%p"oyees ?E =E
Busness%en OO >>
Execut!es ?D =?
6a'ourers ?O =>
Tota" =EE <EE
SE. /ROUP OF RESPO&DE&TS
E
@E
<EE
<@E
Ma"e 7e%a"e
&
O
8
R
E
S
P
O
&
D
E
&
T
S
E0ucationa$ )ua$i3ication O3 R"spon0"nts
The educatona" #ua"fcatons of the respondents are as fo""o,s
I""terates*<EI$Be"o,SSC*==I$9raduates*>=I$1rofessona"s*>OI&
67
5ESCRI1TION NO&RES1ON5
ENTS
1ERCENTA9
E
I""terate =E <E
Be"o, SSC ?? ==
9raduates H= >O
1rofessona"s O? >=
Tota" =EE <EE
OCCUPATIO& OF RESPO&DE&TS
E
<E
=E
>E
?E
@E
OE
HE
E
%
p
"
o
y
e
e
s
B
u
s

n
e
s
s
%
e
n
E
x
e
c
u
t

!
e
s
6
a
'
o
u
r
e
r
s &
O
8
R
E
S
P
O
&
D
E
&
T
S
I&COME 'EVE' OF THE RESPO&DE&TS
The nco%e "e!e"s of the respondents are as fo""o,s
Be"o,Rs&>EEE+2*>EI$Rs&>EEE+2toRs&@EEE+2*=>I$Rs&@EEE+2
toDEEE+2*<DI$A'o!e Rs&<EEEE+2*=FI
68
EDUCATIO&A' )UA'IFICATIO& OF
RESPO&DE&TS
E
=E
?E
OE
DE
I
"
"

t
e
r
a
t
e
B
e
"
o
,
&
&
&
9
r
a
d
u
a
t
e
s
1
r
o
f
e
s
s
&
&
&
&
O
8
R
E
S
P
O
&
D
E
&
T
S
69
5ESCRI1TION NO&RES1ON5E
NTS
1ERCENTA9E
Be"o,
Rs&>EEE+2
OE >E
Rs&>EEE+2
toRs&@EEE+2
?O =>
Rs&@EEE+2
toRs&<EEEE+2
>O <D
A'o!e
Rs&<EEEE+2
@D =F
Tota" =EE <EE
AEa"n"ss o3 'i3"#uo% Soaps
7ro% the a'o!e ta'"e <H= respondents are a,are of the 6fe'uoy Soaps and
the re%anng =D are not a,are of the product&
The percentage of a,areness s DOI and not a,areness of product s <?I&
70
5ESCRI1TION NO&RES1ON5
ENTS
1ERCENTA9
E
A,areness <H= DO
Not A,areness =D <?
Tota" =EE <EE
I&COME 'EVE' OF
RESPO&DE&TS
E
=E
?E
OE
DE
B
e
"
&
&
R
s
&
&
&
&
R
s
&
&
&
&
A
'
o
&
&
&
O
8
R
E
S
P
O
&
D
E
&
T
S
Factos in3$u"ncin+ E,i$" puc,as" o3 #at, soap
7ro% the a'o!e ta'"e t s c"ear that ,h"e purchasng the 'ath soaps =?I of
the respondents are nf"uenced 'y the prce$><I 'y the #ua"ty$<FI 'y the
7ragrance$EOI 'y the pac/agng$EOI 'y the #uantty$<EI 'y the good,""$
and E?I 'y dura'"ty&
71
5ESCRI1TI
ON
NO&RES1ON5
ENTS
1ERCENTA9E
1rce ?D =?
Gua"ty O= ><
7ragrance >D <F
9ood,"" =E <E
Guantty <= O
1ac/agng <= O
5ura'"ty D ?
Tota" =EE <EE
E
@E
<EE
<@E
=EE
A,areness Not A,areness
&O8RESPO&DE&TS
AWARE&ESS OF 'IFEBUOY SOAPS
P"s"nt usin+ #an0 o3 #at, soaps #% t," "spon0"nts
72
FACTORS I&F'UE&CI&/ WHI'E
PURCHASE OF BATH SOAPS
E
=E
?E
OE
DE
1
r

c
e
G
u
a
"

t
y
7
r
a
g
&
&
&
9
o
o
d
,

"
"
G
u
a
n
t

t
y
1
a
c
/
&
&
&
5
u
r
a
'

&
&
&
&
O
8
R
E
S
P
O
&
D
E
&
T
S
7ro% the ta'"e t s c"ear that the users of the 6fe'uoy Soaps are >= out of
=EE respondents$== are usng cntho"$>= are usng pears$<= are usng
Ha%a%$<D are usng 6ux$?E are usng Santhoor$>D are usng rexona$= are
usng 5o!e and re%anng ? are usng 1ears&
73
5ESCRI1TION NO&RES1ON5
ENTS
1ERCENTA9
E
6fe'uoy >? <H
Cntho" == <<
Santhoor ?E =E
Ha%a% <= O
6ux <D F
1ears >= <O
Rexona >D <F
1ears ? =
Tota" =EE <EE
7ro% the a'o!e ta'"e t s o'ser!ed that %eda for the a,areness of
'athsoaps are g!en 'e"o,&
1rnt%eda*<@I$E"ectronc%eda*O@I$7rendsJRe"at!es*<=I$1eersJCo""eg
ues*EDIRespect!e"y
74
Cntho" == <<
Santhoor ?E =E
Ha%a% <= O
6ux <D F
1ears >= <O
Rexona >D <F
1ears ? =
Tota" =EE <EE
E
<E
=E
>E
?E
@E
6fe'uoy
Soaps
Santhoor
6ux
Rexona
&O8RESPO&DE&TS
p"s"nt usin+ #an0 o3 #at,soaps #%
t," "spon0"nts
75
5ESCRI1TIO
N
NO&RES1ON5
ENTS
1ERCENTA9E
1rnt %eda >E <@
E"ectronc
%eda
<>E O@
7rends
Re"at!es
=? <=
1eersJCo""eg
ues
<O D
Tota" =EE <EE
MEDIA FOR THE AWARE&ESS OF
MSS
E
@E
<EE
<@E
1
r
&
&
&
E
"
&
&
&
7
&
&
&
1
&
&
&
&
O
8
R
E
S
P
O
&
D
E
&
T
S
Factos in MSS $i!"0 #% t," "spon0"nts
The a'o!e ta'"e sho,s that =FI of the respondents "/ed the fragrance$EHI
"/ed the prce$=?I"/ed the #ua"ty$<>I"/ed the #uantty$=EI of the
respondents "/ed 'oth the #ua"ty and the fragrance n the Mysore Sanda"
Soaps
76
5ESCRI1TIO
N
NO&RES1ON5
ENTS
1ERCENTA9E
1rce <? H
7ragrance @D =F
Gua"ty ?D =?
Guantty =O <>
1ac/agng <? H
Gua"tyJ7ragr
ance
?E =E
Tota" =EE <EE
Opinion a#out t," pic" o3 'i3"#uo% #% t," "spon0"nts
7ro% the a'o!e ta'"e t s c"ear that the opnons of the respondents a'out
the prce of the 6fe'uoy Soaps are as fo""o,s*
77
FACTORS 'I4ED BY THE
RESPO&DE&TS I& THE MSS
E
<E
=E
>E
?E
@E
OE
HE
1
r

c
e
7
r
a
g
r
a
n
c
e
G
u
a
"

t
y
G
u
a
n
t

t
y
1
a
c
/
a
g

n
g
G
u
a
"

t
y
&
&
& &
O
8
R
E
S
P
O
&
D
E
&
T
S
Satsfed respondents are *?O,hch s =>I$,ho are thn/ng "ess s EO ,hch
s E>I$and the respondents ,ho are thn/ng prce s hgh <?D ,hch s
e#ua" to H?I&
78
5ESCRI1TIO
N
NO&RES1ON5E
NTS
1ERCENTA9
E
Satsfactory ?O =>
6o, O >
Hgh <?D H?
Tota" =EE <EE
A-ai$a#i$it% o3 'i3"#uo% to t," "spon0"nts
The a'o!e ta'"e g!es us the c"earance of a!a"a'"ty of "fe'uoy soaps to
the respondents are*
The "fe'uoy soaps a!a"a'"ty s* F?&@I and the non2a!a"a'"ty s* @&@I&
79
RESPO&DE&TS OPI&IO& ABOUT
THE PRICE OF THE PRODUCT
E
@E
<EE
<@E
=EE
Satsfactory 6o, Hgh
&
O
8
R
E
S
P
O
&
D
E
&
T
S
Pomotiona$ o33"s su++"st"0 #% t," consum"s
80
5ESCRI1TIO
N
NO&RES1ON5E
NTS
1ERCENTA9E
Aes <DF F?&@
No << @&@
Tota" =EE <EE
AVAI'ABI'ITY OF MSS TO THE
RESPO&DE&TS
0
50
100
150
200
Yes No
&
O
8
R
E
S
P
O
&
D
E
&
T
S
The a'o!e ta'"e sho,ng the sa"es pro%oton act!tes ,hch are preferred
'y the consu%ers& In that =OI of respondents prefer sa%p"es$ =EIprefer
free gfts$ =?Iprefer dscount$ <EI prefer coupons$ and =EI of the
respondents prefer other sa"es pro%oton act!tes8
81
5ESCRI1TIO
N
NO&RES1ON5
ENTS
1ERCENTA9
E
Sa%p"es @= =O
7ree gfts ?E =E
5scounts ?D =?
Coupons ?E =E
Others =E <E
Tota" =EE <EE
Opinion a#out $i3"#uo% #% t," "spon0"nts
Opnon g!en 'y the respondents to,ards the "fe'uoy soaps are as fo""o,s*
Verygood* ?>I$ 9ood* =FI$ Upto%ar/* <=I$ Satsfactory*
<OIRespect!e"y&
82
5ESCRI1TIO
N
NO&RES1ON5E
NTS
1ERCENTA9E
Very good DO ?>
9ood @D =F
Up to %ar/ =? <=
Satsfactory >= <O
Tota" =EE <EE
SA'ES PROMOTIO& ACTIVITIES
E
=E
?E
OE
S
a
%
&
&
&
7
r
e
e
g
&
&
&
5

s
c
&
&
&
C
o
u
&
&
&
O
t
h
e
r
s
&
O
8
R
E
S
P
O
&
D
E
&
T
S
Su++"stions #% t," "spon0"nts
The a'o!e ta'"e s sho,ng %ost of the respondents are suggestng to
reduce the prce &e&<<D$EH are suggestng to %pro!e #ua"ty$=E are
suggestng to pro!de freegfts$>D are suggestng to pro!de %ore ads$ and
<E respondents are suggestng to %a/e fu"" a,areness$ Others H suggestng
out of =EE respondents&
83
RESPO&DE&TS OPI&IO& ABOUT
MSS
E
=E
?E
OE
DE
<EE
V
e
r
y
&
&
&
9
o
o
d
U
p
t
o
&
&
&
S
a
t

s
f
&
&
&
&
O
8
R
E
S
P
O
&
D
E
&
T
S
84
5ESCRI1TION NO&RES1ON5ENTS 1ERCENTA9E
To reduce 1rce <<D @F
To %pro!e Gua"ty H >&@
To 1ro!de 1ro%otona" Offers =E <E
To g!e %ore Ad!ertsng >D <F
Others H >&@
To %a/e %ore A,areness <E @
Tota" =EE <EE
&on a-ai$a#i$it% o3 custom" is s,i3t to
85
5ESCRI1TIO
N
NO&RES1ON5
ENTS
1ERCENTA9E
Other out"et <?D H?
Oher Brand @= =O
Tota" =EE <EE
SU//ESTIO&S BY THE
RESPO&DE&TS
E
=E
?E
OE
DE
<EE
<=E
<?E
T
o

r
e
d
u
c
e
1
r

c
e
T
o

1
r
o
!

d
e
1
r
o
%
o
t

o
n
a
"
O
f
f
e
r
s
O
t
h
e
r
s
&
O
8
R
E
S
P
O
&
D
E
&
T
S
86
I F NON-AVAI LABI LI TY CUSTOM ER
SHI FT TO
E
@E
<EE
<@E
=EE
Other out"et Oher Brand &
O
8
R
E
S
P
O
&
D
E
&
T
S
CHAPTER? .
FINDINGS OF THE STUDY
87
FINDINGS OF THE STUDY
From the /hole research ) have *ot follo/in* major findin*s
First ) conclude that teen a*er4youn*sters are more interested to use life6uoy!
Accordin* to survey the people /ho are hy*ienic they are interested in 6uyin* the soap!
Most of the people firstly tried life6uoy 6ecause of *erms protection!
Accordin* to the survey most of the people rate this soap 6et/een? to ' upon <!
As per findin*s people li0e the fra*rance and anti*erm
As per findin*s most people say that life6uoy is quite *ood 6y the ima*e of 8U9!
88
As per findin*s ) also conclude people a*ree life6uoy is hy*ienic, and the 6enefit and
price is quite praise /orthy and customer oriented!
89

CHAPTER B ,
CONCLUSION
90
Conc(u;ion
After study the %ar/et strateges of HU6 for 6fe'uoy$ I ha!e reached these
conc"uson*
HU6 s the %ar/et "eader n the 7MC9 sector n Inda&
6fe'uoy soap 'rand %ar/et "eader at Indan Ur'an and Rura" Areas&
Most of the custo%ers are satsfed ,th the perfor%ance of 6fe'uoy soap
and ther other products&
Approx HEI custo%ers ha!e post!e and >EI custo%ers ha!e negat!e
atttude n support of preference of 6fe'uoy soap and the other products of
6fe'uoy&
Custo%er:s 'uyng 'eha!or "e!e" s 'etter n Inda&
6fe'uoy soap I%pro!ng hea"th J hygene for o!er <EE years n Indan and
a"" o!er ,or"d&
91

CHAPTER ? E
RECOMMENTDATIONS
92
RECOMMENTDATIONS
I ha!e tred to fu""y ana"y4e the exstng consu%er 'eha!or of 6fe'uoy$ ,hat I fnd
fro%
Ths deta" ana"yss are dscussed as %pro!ed !erson of 6fe'uoy ,here suggestons
are g!en fro% our sde and ,hat ad0ust%ents can 'e %ade n the present strateges
to %pro!e the product perfor%ance and o!era"" %age of the product n the
custo%erNs %nd& T In e!a"uatng the poston of the Indan %ar/et$ 6fe'uoy s "ac/ng
n
ts %ar/et 9eography strategy as t s %ore co%%on n rura" areas of the
country ,here %ore of the ur'an ct4ens /eep t as a "o, "e!e" 'rand&
T The %a0or cha""enge Un"e!er has to face s ts co%%t%ent to ts o"d 'rand of
6fe'uoy& Un"e!er got a %a0or set'ac/ ,hen Rec/tt Benc/ser ntroduced
5etto" through a hea!y %eda ca%pagn& Un"e!er has tred to co%pensate
that through pro%otona" progra% of XHea"thy Hoga IndaY 'ut st"" t needs a
strong and contnuous co%%t%ent to ths product&
T 6fe'uoy has ,e"" repostoned tse"f 'ut st"" there s need to change the
%age that t s a "o, #ua"ty "o, prce product&
T In penetratng the %ar/et through prce$ 6fe'uoy has to co%pete ,th 'rands
93
of 1J9$ Rec/tt Benc/ser and Co"gate21a"%o"!e ,hch are a good na%e of
#ua"ty$ so accordng"y 6fe'uoy has to ad0ust ts prces at that "e!e" ,here t
creates do%nance a%ong the exstng 'rands&
T In pro%otng the ,orth of the 6fe'uoy$ t has to %odfy ts pro%otona"
ca%pagns 'ase on tradtona" heros% and fantasy3 one s to co%e up ,th
ne, rea"stc approaches hgh"ghtng the need of an ant'actera" soap n
%ost hygenc en!ron%ent&
T .h"e decdng a'out the se"ecton of Channe" Co%pany shou"d consder
custo%er 'uyng patterns and the nature of the %ar/et&
T A genera" dstr'uton pattern ,th dstr'utors and reta"ers are the agents n
the ur'an areas to re%o!e "ag t%e n de"!ery of the product& Snce n rura"
areas the p"aces are d!ersfed so to %pro!e the dstr'uton there s an
nc"uson of the ,ho"e se""er to %a/e the dstr'uton extens!e&
These are so%e suggestons fro% our sde dentfed through co%p"ete ana"yss
and !e, of 6fe'uoy& I hope that these suggestons can %a/e a dfference n the
6fe'uoy 'y proper %p"e%entaton and p"annng&
94

CHAPTER? )/
SUGESSTION
95
SUGESSTION
There s needed to %a/e %ore a,areness of 6fe'uoy soaps&
Most of the respondents are thn/ng that the prce of 6fe'uoy soaps
s hgh ,hen co%pared to other soaps n the %ar/et$ so the prce shou"d reduce to
so%e extent&
Ad!ertse%ent shou"d 'e ncreased through the dfferent channe"s&
The respondents preferred dscounts$ coupons$ freegfts$ and sa%p"es for
purchasng of 'athsoaps&so t has to %antan n an effcent %anner&
Most of the respondents are nf"uenced 'y the #ua"ty ,h"e
purchasng 'ath soaps$hance t s the %portant factor ,hch shou"d 'e %antaned&
The ncreasng sa"es are poss'"e 'y ade#uate a!a"a'"ty ,th the
stoc/ of 6fe'uoy soaps&
!
96
97

CHAPTER B ))
LIMITATIONS
98
Li$i%a%ion;
Thou*h all the efforts have 6een made for an in&depth study and delineatin* the correct
picture, 6ut in course of doin* so, there /ere some limitations involved /ith the methodolo*y
adopted!
%! +urvey is conducted in some areas of 2elhi re*ion /hich may not 6e lar*e enou*h to
*enerali5e on a nation/ide scale!
#! A sample si5e of %#< /as ta0en to fill the questionnaire /hich a*ain mi*ht not 6e sufficient,
to represent the true picture of perception E attitude!
?! Findin*s are restricted to *eo*raphical 6oundaries of 2elhi state!
'! The time constraint did not allo/ed interaction /ith each individual!
<! Respondents can 6e 6ias to/ards some personal li0in* or disli0in* /hich restricts them
*ivin* their fran0 and fair opinion!
,! +ince the perception and attitudes varies /ith each individual so this effect has 6een
reflected in the study
99
CHAPTER? )*
REFERENCES
100
REFFERENCES
S" No" AUTHOR NAME REFERED BOO3S
)" P8)99)P .OT97R Principles of Mar0etin* %%
th
7dition Prentice 8all )ndia!
*" P8)99)P .OT9AR Mar0etin* Mana*ementK
Millennium 7dition!
D" I!+!RAMA+DAMC E Mar0etin* Mana*ement&;
th
7dition
NAMA.UMAR) Millennium )ndia
1EB SITES
DDD!life6uoy!-OM
101
CHAPTER ? )D
ANNE@URE
5UESTIONNAIRE
102
Na%e of the respondent*ZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZ
Address*ZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZ
Age*ZZZZZZZZZZ Sex*ZZZZZZZZZZZZ Inco%e "e!e"*ZZZZZZZZZZZZZZZ
Occupaton*ZZZZZZZZZZZZZZZZ Educatona" Gua"fcaton*ZZZZZZZZZZ22
<& Are you a,are of 6f'uoy Soaps-
a)Aes ')No
=& .hch soap are you usng at present-ZZZZZZZZZZZZZZZZZZZZZ
>& Ho, often you 'uy the soap-
a).ee/"y ')T,ce a %onth c)Month"y
d)Occasona""y e)Others ZZZZZZZZZ
?& .hch aspects nf"uence you ,h"e purchasng 'ath soap-
a)1rce ')Gua"ty c)7ragrance d)5ura'a"ty
e)1ac/agng f)Guantty g)9ood,"" h)Others
@& .hch feature n the 6fe'uoy Soap do you "/e-
a)1rce ')Gua"ty c)7ragrance d)1ac/agng
e)Guantty f)Others
O& Ho, do you /no, a'out the 6fe'uoy Soaps-
a)1rnt Meda ')E"ectronc Meda c)7rendsJRe"at!es
d)1eersJCo""eagues e)Others
H& .hch %eda ,ou"d you suggest for pro%oton for 6fe'uoy Soap-
ZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZ
D& .hat s your opnon a'out prce of the 6fe'uoy Soaps-
a)Satsfactory ')6o, c)Hgh d)Co%ptt!e
e)Others
103
F& 5o you ha!e the a!a"a'"ty of the 6fe'uoy Soaps-
a)Aes ')No
<E& f there s non a!a"a'"ty of the product do you shft to-
a)Other Out"et ')Other 'rand
<<& Ho, do you rate the o!era"" perfor%ance of 6fe'uoy Soaps-
a)Exce""ent ')9ood c)A!erage d)1oor e)Very poor
<=& 5o you fee" %ore pro%otona" aspects s to 'e carred out-
a)Aes ')No
f yes .hch sa"es pro%oton act!ty s %ore effect!e for the
6fe'uoy Soaps-
a)Sa%p"es ')7ree gfts c)5scount coupons d)Others
<>& Specfy 6fe'uoy soaps you a,are of-
a) 6fe'uoy Soaps ')Santoor c)N%a Sanda" d)Rexona e) Others
<?& 5o you fee" 6fe'uoy Soaps pac/agng s to 'e %pro!ed-
a)Aes ')No
<@& In your !e, ,ho s the %a0or co%pettor to 6fe'uoy Soaps-
ZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZ
<O& Ha!e you reco%%ended ths product to the others-
a)Aes ')No
<H& 5oes Co%' pac/ nf"uence you to purchase6fe'uoy Soaps-
a)Aes ')No
<D& .hat s your "e!e" of satsfacton to,ards 6fe'uoy Soaps-
a)Very hgh ')Hgh c)Moderate
d)6o, e)Very "o,
104
<F& In your !e, ran/ the fo""o,ng 'rands-
a) 6fe'uoy ') Santoor c) N%a Sanda"
d) Rexona e) Others
=E& .hat are the suggestons to %pro!e the %age of 6fe'uoy Soaps-
a)I%pro!e #ua"ty ') I%pro!e con!enence c) I%pro!e a!a"a'"ty
d) I%pro!e added 'enefts e) I%pro!e pro%otona" offers
e) I%pro!e !arety and a,areness
=<& Any suggestons for 8SJ56 on the 6fe'uoy Soaps ZZZZZZZZZZZ
ZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZ
Than/ng you for your /nd co2operaton
1"ace*
5ate*
Sgnature
105

Than< &ou or 9ar%ici9a%in2 in %hi; ;ur:e&"
106
107
108
109