BR Final Presentation - Copy

7/31/2019 BR Final Presentation - Copy

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5/15/12

PRESENTATION

Presented by :-

DEEPAK SHARM

AMIT KUMAR

JAGMOHAN

KAPIL KUMAR

DEEPAN

on

DECLINE SALES OF

LIFEBUOY


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Business research

Business research is the process ofdesigning, gathering, analyzing, and reportinginformation that may be used to solve aspecific business problem.


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Why is it important for managers to know aboutresearch?

Solve problems

Decision making tool

Competition Risk

Investment

Hire researchers and consultants more effectively


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Ten Steps in the Research Process

1. Define the Problem

2. Establish Research Objective

3. Determine Research Design

4. Identify Information Needs and Sources5. Determine Methods of Data Collection

6. Design Instrument for Data Collection

7. Determine Sample Plan and Sample Size8. Collect Data

9. Analyze Data

10. Prepare and Present Final Report


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LIFEBUOY

GENERAL INFORMATION

Company name Hindustan Unilever Limited

Industry- FMCG

Founded- 1933Chairman of company- Harish Manvani

Define problem

Sales of lifebuoy has been decline Loosing customer loyalty


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History Lifebuoy

Lifebuoy, an undisputed market leader for 112 years, has acompelling vision to make 5 billion people across the world,feel safe and secure by meeting their personal care hygiene &health needs

Lifebuoy has journeyed from humble beginnings of being achunky red bar of soap to an evolved range of general andspecialized products across formats, offering solutions in thehealth and hygiene space.

Lifebuoy has a strong social mission, promoted through its

rural hygiene programme, Lifebuoy Swasthya Chetna, whichpropogates the practice of hand washing with soap to reducediarrheal deaths.


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Key facts

Undisputed Leader in the soaps market of India, with 18.4%

share.

Turnover of 350 million a year globally, 200 million in

India.

Has a consumer base of 140 Million households in IndiaThe iconic jingle of Lifebuoy tandrusti ki raksha.. is

almost like the health anthem of India and Indians

Recent Awards:Voted in the top 10 most trusted brands in

India in the Brand Equity Survey (came in at No. 9 in 2008 as

well)Marketing excellence awards for its recent innovations

and activations:

Gold at the Emvies 2008 for best use of media innovation

ASIA Pacific CSR Award 2007, for Lifebuoy Swasthya Chetna


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LIFEBUOYS MARKET SEGMENTATION ANDTARGETING :

The targeting market for lifebuoy is all households

who can afford buying soap and who want to fulfil

everyday need that provides them and their family

with a 100 anti bacterial solution and completeprotection from all germs bacteria and cleanliness

from dirt

Lifebuoy belief that children are the potential agent

for change and imparting education on the importance

of hand washing with soap will enable them to adopt

early habit in life


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LIFEBUOYS REPOSITIONING STRATEGY:

Lifebuoy soap is a very old brand of bath soap in India,Lifebuoy is an anti bacterial soap and in the beginning itpositioned itself on its antibacterial qualities, lifebuoygained number of customers with this positioning, but thenthere comes the competition with the Dettol soap..

All this put Lifebuoy out of lime light and to survive inmarket, Lifebuoy positioned itself on price it became lowprice anti bacterial soap. This strategy may have boostedshort term sales of Lifebuoy but it lost its brand value andcredibility in the minds of customers. Lifebuoy needed to

reposition itself on quality rather than price.


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MARKET SCOPE STRATEGY

Although Unilever itself is a part of a Multi market,but since we are talking about the product Lifebuoywe can say that it is using a multi market strategy

as well because it has both soap and shampoo, notthese two only but they have others antibacterialliquid baths as well opening a way for Lifebuoy tobe a multiple product.


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MARKET ENTRY STRATEGY

Lifebuoy is one of the old products of Unilever whichhas more than 100 years of successful journey, we cansimply say that Lifebuoy is the early entrantsinternationally and in India it is the first-in in its kind

of soaps.By adopting the first-in strategy, Lifebuoy has

captured the maximum share of the market. Over 60years in India we guess there is not a single home that

didnt use it. Lifebuoy has taken the risk of the first-inand consequently got one of the biggest markets in

Asian countries by providing its quality and sustainedpriced product to both rural and urban areas of India


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RESEARCH OBJECTIVES

To Find Out: Why the sales of lifebuoy is declining?

How can we increase the sales of lifebuoy?

How can we repositioning the lifebuoy in the market ? What influences people to buy a particular brand ?

What is the penetration level of Surf in the market ?

To identify customer needs.


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Research design

Exploratory research

Descriptive research


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Method of data collection

Primary data collection face to face interview

questionnaire


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INSTRUMENT OF RESEARCH Research objectives were clearly stated before designing the

questionnaire. Information was collected from a sample size of 100

respondents, which included both males and females and

children.

After collecting the data we did analysis and interpretation ofdata.

Simple tabulations were calculated for each question and cross

tabs were provided as and where necessary.

Preparation of final report and recommendation is given.

SAMPLE COMPOSITIONIn all, our group members as a part of our survey visited 100

households.we took the sa le o 100 in which we consider ale e ale


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The following charts and graphs depict the distributions of thepeople interviewed.


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45

AGE GROUP

Sample Size

= 100

10


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Sample Size= 100


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People using Lifebuoy.

Of the 100 people interviewed, we found that 30 households usedlifebuoy while 70 of them use other soaps to take bath..

Sample Size = 100

30 %


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Sub-brands of lifebuoy used.

Of the 30 consumers using lifebuoy, it was found that lifebuoy total as

a sub-brand was the most commonly used, with 11 consumers stating it

as their preference. This was followed by lifebuoy skinguard and

lifebuoy milkcare with 4 consumers each.

0

2

4

6

8

10

Sample Size =

30

8

11


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Influential factors at the time of purchasing Soap.

As indicated above, germ protection that the soap provides, say 4 of

the consumers, is one of the most potent influences while buying thesoap. The second most important influence is the fact that it is

fragrance, say 7 of them. Other influential factors are its pricing,

quality, quantity etc.

.Sample Size = 30

37%


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Attraction powers of various schemes.

Schemes, which are launched by Lifebuoy to promote

sales, are generally not the major criteria when theconsumer goes in for a purchase. This is alsoreflected by the survey in which 16 out of 30 of theconsumers supported the fact.

Sample Size = 21

60%


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Soaps (other than lifebuoy) frequently used byconsumers.Amongst many existing brands available in the market, the

most frequently used ones are Lux, peers , Dove, Dettolfollowed by Santoor with others (Local) constituting the rest ofthe market.

0

2

4

6

8

10

12

Chart Title

Axis Title

Sample Size=


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Who plays role at the time of purchasing.

While conducting the survey, personal experience of using the

product along with many others over a period was major influence

while indulging in the purchase. Apart from this, effective

advertising was a closer runner-up and was largely responsible in

influencing people while buying their preferred brand.

Factors No.

Friends 20

Neighbors 15

Advertisements 35

Self-experience 23

Others 7

Total 100


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Quantity usually purchased by the consumer -

As is predictable, due to the fact that the survey was done in an area

which was a middle class one, the housewives usually went in for the

1-2 kg pack and the frequency of purchase was once in a month, which

is depicted in the chart below :-

Quantity No.

6 35

7-9 29

10-12 19

13-15 13

More than 15 5

Total 100


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Alternative choice of Soap (other than lifebuoy)

There are so many choice available in soaps. Some of them are

given below-Alternative Choice

Brands No.

LUX 20

SANTOOR 8

DETTOL 14

PEERS 11

DOVE 10

GODREJ 7

Total 70


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Suggestions provided by the consumers.

Suggestions for Improvements No.

Different quantities available 4

Style of packaging 3

More schemes 7

Price 3Fragrance 6

Hygienic safety 4

Advertisement 3

Any other 2

No comment 1

Total 30


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Reasons for not using lifebuoy.

The three major reasons of not using of lifebuoy is

(a)-poor advertising and up gradation

(b) increase in number of competitors

(c) Not accurate target market


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SUMMARY OF FINDINGS :-

(Based on simple and Cross-tabulations)

1-There are 30% consumers who are using

Lifebuoy.

2-Fragrence and quality plays a big role insuccess of the soap.

3-The competition of lifebuoy is very high . Big

competitors are Lux, Peers, Dettol and etc.4-Advertising plays a important role in

influencing of purchasing power of consumer.

5-Pricing must be appropriate to take


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RECOMMENDATIONS :-

1- Hygenic safety must be increase for making healthy to

the consumer . As dettol is known for its Medicare , lifebuoy

should also do some improvement in increasing health of

consumers.2- Lifebuoy must improve in flavors and in fragrance.

3- Advertisement must be very attractive to influence in

purchasing behavior.

4- Lifebuoy must have an brand ambassador to create brandimage in consumer mind.

5- Target market must be increase and must be segmented

well.


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Suggestions As A MarketingManager

As a Marketing Manager the adjustments

that I would like to make in the present

strategies to improve the product

performance and overall image of the

product in the customers mind and to


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Lifebuoy has well repositioned itself but still

there is need to change the image that it is a low

quality low price product.

In penetrating the market through price,

Lifebuoy has to compete with brands of P&G,

Colgate-Palmolive which are a good name of

quality, so accordingly Lifebuoy has to adjust its

prices at that level where it creates dominance


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QUESTIONNAIRE

Dear Sir/Madam,


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4. What influences your decision while buying Lux ? (Tick as many

as applicable)

q

Quality.q Packaging.

q Easy on hands.

q Fragrance.

q Germ protection.q Any other (please specify)______________ .

5. Have you seen any promotional campaign of Lux ?

q Yes.

q No.

.


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6. Do the various schemes associated with Lux affect your purchase ?

q Yes.

q No.

7. Would you suggest any changes for in the following fields ?

q Availability in different quantities.

q

Style of packaging.q More schemes to be associated with the brand.

q Pricing.

q Any other (Please specify)________________ .

7. Why not Lux ?

q Price.

q Quality.

q Packaging.


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9. Which soap do you most frequently use ? (Tick as many asapplicable).

q Lux.

q Peers.q Dove.

q Santoor.

q cinthol.

q Godrej.

10. What influences you to buy your preferred brand ?

q Friends.

q Neighbours.

q Advertisements.

q Self-experience.q Any other (Please specify)__________________ .


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11.If your preferred choice is not available, you go for :

q First Choice ___________________.

q Second Choice__________________.

12 Do you keep a stock of soap in your home ?

q Yes.

q No.

13.Most preferred detergent among people you know :

q Lux.

q Dove.

q Peers.

q Dettol.q Godrej.

q Santoor.

q Cinthol.

q Any other (Please specify)_________________ .


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Something About You

Name: Mr./Mrs./Ms _______________________

Age Group : Kindly tick whichever is applicable.q < 20.

q 21 30.q 31 40.q 45 and above.

Address :

Occupation :


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Documents

BR Final Presentation - Copy