Detergent Powder

PREFACE

B.B.A. Programme is one of the most reputed professional courses in the field of

management. This course includes both theory and its application contents of curriculum.

Project Report is an integral part of the B.B.A. program at “ V.B.S Purvanchal; University

Jaunpur” Each student is required to prepare research report in his or her 4 th semester. This

programmed intends to get familiar with practical aspect of management through survey.

The importance of any academic course would give advantage and acceptance of the true

from only through practical experience. The topic assigned for the research report is “A

comparitive study of various Detergent Powder Brands available in Ghazipur City”. I

know the opinion of the sample by personal interview & questionnaire. The Research

programmed is an integral constant of the cause curriculum of programmed in management.

This survey is divided into forth chapters. Each chapter has its own relevance and

importance.

The chapters are divided and defined in a logical systematic and scientific manner to

cover every nool and corner of the topic

The First chapter deals with the introduction of the topic, It also describes the profile

and history of various Detergent Powder Brands. The objective, importance, scope and

limitation are also mentioned in section of project work.

The Second chapter deals with research methodology. The process of carrying out

the whole research problem is defined in it. It contains information about the methods of data

collection, sampling and sample design.

Third chapter is data analysis and interpretation. This is the most important section of the

project work. This section contains the analysis of all the data collected so far and they are

interpreted to produce the final conclusion. It contains all the tables and charts which depicts

the result.

Chapter four contains the finding and recommendation of the research. This is based

on the data analyzed and interpreted in the previous chapter. This is the most important

section of the research report for a report is evaluated on the validity ad correctness of

findings.

Chapter five depicted conclusion which concludes the whole report, that is, gives a

brief description of the process employed so far. And later chapters contain bibliography.

Which describes the list of sources from where the matter and information is collected? It

contains the list of books, authors, web sites use etc.

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INTRODUCTION

The History of Detergents

Detergents were developed due to the problems that occurred when organic

soap was used in areas of hard water. Hard water contains the ions of calcium and

Magnesium in high amounts and these are substituted onto the soap molecule in place of

sodium. The salts of calcium and Magnesium are insoluble and from a precipitate, this is

what leaves a ‘ring’ around the bath. Other problems were encountered in the textile industry

where acid solutions are used in the dying process. The free H+ ions replace the sodium ion

reforming the fatty acid which affects the application of dyes and leaves spots on fabrics.

The first detergents were developed following the first world war by the

Germans so that fat could be used for other purpose. The first synthetics detergents were

short chain alhyl Napthalene sulphonates which were later discovered to be only moderately

good detergents and so were improved, but are still used today as wetting agents. In the

1920’s and 30’s Staight chain alcohols were sulphonated to give straight chain detergent In

the 30’s long chain alkyl and aryl sulphonates with benzene as the aromatic nucleus were

developed. (the alkyl portion was derived from Kerosene) By the end of world War 2 alkyl

aryl sulphonates swamped the detergent market over alochol sulphates which later became

useful in the shampoo industry. It was a popular complaint at this time that whites dulled

after washing, hey weren’t white as white should be and this was linked to the use of

synthetic detergents. Even though they were just as good as soap the removing dirt, they were

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poor at holding it in suspension and the particles re deposited onto the clothing. The problem

was overcome by the by the addition of CMC (caroxy methyl cellulose) More recently the

limiting factor that affected the production of specific detergents was availability of raw

materials. This lead to the development of lgepon compounds in germany and the USA (for

example lgepon-T, the sodium salt of oleyl tauride), Mersolates in Germany (alkane

sulphates), and Teepol in England ( a secondary olefine sulphate from petrochemical

sources). Alkyl Benzene Sulphonate was top of the market due to its ease of manufacture and

Versitility.

Between 1959 and 1965 more than half of the detergents were based on a

propylene tetramer coupled to benzene (PT benzene), But they were later blamed for a rise in

eutrophication in lakes and streams because they contained phosphates (from Sodium tri

phosphate). This problem has not been fully resolved in some cases, in some countries there

has been a “gentle mans agreement” to treduce the use of phosphates but in countries where it

is not a major problem no such action has been taken. The problem was set down to the

branched chain formation of PT benzene which resulted in the inability of bacteria to degrade

them. Straight chain alchols are degradable, so steps were taken to produce a linear alkyl

benzene molecule. To replace the phosphate based portions, in Scandinavian countries they

now use NTA (Nitrilo tri acetic acid).

Chemical classification of detergents

Detergents are classified into three broad groupings, depending on the electrical

charge of the surfactants.

Anionic detergents

Typical anionic detergents are alkylbenzensulfonates. The alkylbenzene portion of

these anions is lipopholic and the sulphonate is hydrophilic.

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Two varieties have been popularized, those with branched alkly groups. The former

were largely phased out in economically advanced societies because they are poorly

biodegradable. An estimated 6 billion kilograms of anionic detergents are produced annually

for domestic markets.

Cationic detergents

Cationic detergents are similarto the anionic ones, with a hydrophobic component, but

instead of the anionic sulfonate group, the cationic surfactants have quatermary ammonium

as the polar end. The ammonium centre is positively charged.

Ethoxylates

Ethoxylates are compounds that have long hydrocarbon chains, but terminate with

(OCH2CH2)n OH group. These groups are not charged, but they are highly hydrophilic owing

to the presence of many oxygen centers.

Non-ionic (or zwitterionic) detergents

These are characterized by their (net unchanged hydrophilic headgroups. They based

on polyoxyethlene glycol (i.e. Tween, Triton and Brij series), CHAPS, glycosides (i.e.

octylthioglucoside, maltosides0, bile acids such as DOC, lipids (HEGAs) or phosphine

oxides, See surfactants for more applications.

Development of the Detergent Industry

Although the start of the synthetic detergent industry is not shrouded in the veils of

history as were the beginnings f the soap industry, it is neverthless not easy to pinpoint

exactly when the detergent industry, as such came into being.

The primary problem is to decide exactly what is being referred to as a synthetic

detergent. The term itself leads to confusion. In the USA the words surfactant or syndet are

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veing used, whilst in Europ the term ‘tenside’ (for tension-active material) is coming into

fashion.

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Definitions

Many definitions of synthetic detergent have been proposed, all of which are very

wide. The Comiti International de Dirivis Tensio Activs has after several uears of

deliberation agreed on the following definitions :

Detergent Product the formulation of which is specially devised to promote the

development of detergency . Note : A detergent is a formulation emprising essential

constituents (Surface active agents) and subsidiary constituents (builders, boosters,

fillers and auxiliaries).

Surface active Agent : Chemical compound which, when dissolved or dispersed in a

liquid is preferentially absorbed at an interface, giving rise to a number of physico-

chemical or chemical properties of practical interest. The molecule of the compound

includes at least one group with an affinity for markedly polar surfaces in most cases

solubilization in water, and a group which has little affinity for water. Note :

Compositions in general are usually mixtures of such compounds.

Amphiphilic product : Product comprising in its molecule, at the same time one or

more hydrophilic groups and one or more hydrophobic groups. Note ; Surface active

agents are amphiphilic products.

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Tide Brand

Tide (Alo, Vizir or Ace in some countries) is the brand-name of a popular laundry detergent

manufactured by Procter & Gamble, first introduced in 1946. It is also marketed in Canada,

Saudi Arabi, morocco, India and Several other countries. Originally in the form of a white

powdered bead, the Tide detergent line was later expanded to include orange, clear, and dark-

blue liquids. The brand is recognized by its distinctive orange and yellow bulls-eye logo. Tide

was the first heavy-duty synthetic detergent, the development of which was designated an

ACS National Historical Chemical Landmark.

Background

The household chore of doing the laundry began to change with the introduction of washing

powders in the 1880s. These new laundry products originally were simply pulverized soap.

New cleaning-product marketing successes, such as the 1890s introduction of the N. K.

Fairbank Company's Gold Dust Washing Powder (which used a breakthrough hydrogenation

process in its formulation),[2] and Hudson's heavily advertised product, Rinso,[3] proved that

there was a ready market for better cleaning agents. Henkel & Cie's "self-activating" (or self

bleaching) cleaner, Persil; (introduced in 1907);[4] the early synthetic detergent, BASF's

FeWA (introduced in 1932); and Procter & Gamble's 1933 totally synthetic creation, Dreft,

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http://en.wikipedia.org/wiki/Persil

http://en.wikipedia.org/wiki/Henkel

http://en.wikipedia.org/wiki/Cleaning_agent


http://en.wikipedia.org/wiki/Rinso

http://en.wikipedia.org/wiki/Robert_Spear_Hudson


http://en.wikipedia.org/wiki/Hydrogenation

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http://en.wikipedia.org/wiki/Gold_dust_washing_powder

http://en.wikipedia.org/wiki/N._K._Fairbank

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(marketed for use on infant-wear)[5] —all indicated significant advances in the laundry

cleaning product market.

The detergent business was further revolutionized with the discovery of the alkylbenzene

sulfonates, which, when combined with the use of chemical "builders", made machine

washing with hard water possible.[5] This presented Procter and Gamble with the opportunity

to create a product such as Tide.

History

The original Tide laundry detergent was a synthetic designed specifically for heavy-duty,

machine cleaning (an advance over the milder cleaning capabilities of FeWA and Dreft). Tide

was first introduced in U.S. test markets in 1946 as the world's first heavy-duty detergent,

with nation-wide distribution accomplished in 1949. Tide claimed it was "America's

Washday Favorite." Authority was quickly gained in the U.S. detergent market, dwarfing the

sales of Ivory Snow; and accelerating the demise of two of its main competing products,

Rinso and Gold Dust Washing Powder, both then Lever Brothers brands. These other brands

came in the more familiar soap-powder and soap-flake forms. Tide, however, initially came

shaped as a white powdered bead. The line was expanded to include an orange-tinted clear

liquid form in 1984. Today, most formulations of liquid Tide, both ultra and non-ultra are

dark blue, with the exception of "Tide Free", which is clear. Each year, Tide researchers

duplicate the mineral content of water from all parts of the United States and wash 50,000

loads of laundry to test Tide detergent’s consistency and performance. In 2006, the

development of Tide was designated an ACS National Historic Chemical Landmark in

recognition of its significance as the first heavy-duty synthetic detergent. As of January 2013

Tide has more than 30% of the liquid-detergent market, with more than twice as much in

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http://en.wikipedia.org/wiki/Lever_Brothers

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http://en.wikipedia.org/wiki/Hard_water

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http://en.wikipedia.org/wiki/Tide_(brand)#cite_note-Ullmann-5

sales as the second most-popular brand Gain, although it costs about 50% more than the

average liquid detergent.

Brand

The Tide trademark is an easily recognized, distinctive orange-and-yellow bulls-eye. This

original logo was designed by Donald Deskey, an architect and famous industrial designer.

The logo was slightly modified for the product's fiftieth anniversary in 1996, and remains in

use today. Tide was the first product to be nationally packaged using Day-Glo colors—

strikingly eye-catching when first introduced in 1959.Currently, the Tide brand is on at least

six powders and liquid detergents in the United States alone.

The Tide product-line

Tide is marketed under various sub-brands, such as 2x Ultra Tide. In the late 1960s

and early 1970s, it was branded as Tide XK (the XK standing for Xtra Kleaning), but it was

rebranded simply as Tide later on. An addition to the Tide family, "Tide Coldwater", was

formulated to remove stains while saving energy because it does not require hot or even

warm water."Tide Free" was marketed as being environmentally friendly. "Tide-To-Go" is a

product packaged in a pen-like format and intended to remove small stains on the spot,

without further laundering.

In most of Latin America and Puerto Rico, the Tide formula is marketed under the name

Ace (except in Panama, where it is sold under the same Tide brand as is in current use in the

U.S.) In Turkey, Tide is branded as Alo.

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http://en.wikipedia.org/wiki/Donald_Deskey

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http://en.wikipedia.org/wiki/Gain_(detergent)

In 1993, Procter & Gamble Home products is incorporated as a 100% subsidiary of

the procter & Gamble Cmpany, USA. Procter & Gamble Home products launches

Ariel Super Soaker.

In 1993, Procter & Gamble India diverts the Detergents business to Procter & Gamble

Home Products

In 1995, Procter & Gamble Home Products enters the Haircare Category with the

launch of Pantene pro-V.

In 197 Procter & Gamble Home products launches Head & Sholders Shampoo.

In 2000, Procter & gamble Home products introduced Tide Detergent Powder- the

largest selling detergent in the world.

InJine 2000, Procter & Gamble Home products Limited pantene lively Clean its

unique pro Vitamin formula cleans oil-build up, dirt and grime in just one wash

delivering lively, free-flowing and sparkling-clean hair.

In August 2000, Procter & Gamble Home products Limited launched New Ariel

Power compact detergent with a new global technology that breathes new life int

clothes, by removing dinginess from them and restoring the original colors of the

fabric, by detecting and removing deposits which are left behind from successive

washes.

In November 2000, Procter & Gamble Home products Limited presented India in the

First international Hair Styling and Beauty Expert Contest Hair Asia Pacific 2000 in

collaboration with Sri Lankan Association of Hairdressers and Beautician.

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During the period, Procter & Gamble Home products also relaunched the international range

of Head & Shoulders, best-ever Anti-dandruff shampoo with an improved formula, new

pack-design and logo, in three variants-Clean & Balanced. Smooth & Silky and Refreshing

Menthol, which offers the fine combination of anti-dandruf efficacy and hair conditioning. N

January 2001, Procter & Gamble Home products Limited and Woirlpool India Ltd.

Launched a special ‘Ariel-Whirlpool Superwash’ Offer, making washing machines more

affordable to the people of Hyderabad. On purchase of either a 500 fms, 1 kg or 1.5 kg

economy pack of New Ariel Powder Compact, consumers are automatically eligible to buy a

whirlpool Washing Machine for as low as Rs. 238/- in Equal Monthly Installments for 24

months, by filling in the application from that comes with the Ariel pack and Contacting any

one of the Whirlpool dealers mentioned on ta pack. In June 2001, Procter & Gamble in

Partnership with the Associaltion of Beauty Therapy & Cosmetology. (ABTC).

India Hosted the Pantene Artist 2001 a national stylist competition, which included

categories such ads Bridal Dressing, Hair Cutting and Body painting. Present at the event was

world renowned hairdresser and stylist Jun. L. Encarnecion, who demondtrated the hottest

international haircuts and styles in vogue via an interesting hairhsow. Mr. Encarnecion has

trained students in leading hairdressing school like Robert Fielding School of Hair Dressing

(U.K.) Pierre Alexxander international Academy (U.K.) Vidal Sassoon Academy, (US.A.)

among other and also enjoys the reputation of being the official hairdresser for the 1993 Miss

Universe pageant.

In July 2001, Procter & Gamble Home Products limited launched New Ariel Total

Compact with Magicare a New system of Washing that completely removes stains without

scrubbing, significantly reducing time spent on washing clothes. In September 2001,

Protecter & Gamble Home Products launched New Pantene Pro-V range of five shampoos in

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India which gave consumers the look they want Smooth & Silky for straighter hair, Volume

& fullness for thicker hair, Balanced clean for shiner hair, Balanced clean for shinier hair,

lively clean for livelier hair and Anti Dandruff for Dandruff free hair. In December 2001,

Procter & Gamble in partnership with the Southern Indian Beauty Specialists & Hairdresser

Association (SIBHA) Hosted the Pantene SIBHA Look N Learn Seminar where Raman

Bhardwaj hairdresser to former Miss India, Celina Jaitley demonstrated the latest and

Trendiest Hair Cuts (Mordern & classic) to beautician and Hairdressers in Chennai. N April

2002, Procter & Gamble Home Products Limited announced the launch of a special Arial Bar

Refund along with its new Advance Arial Bar Refund offer, consumers could exchange their

detergent bar on purchase of advanced arial compacts 1 kg and 500 gms packs and avail of a

Rs. 15 and Rs. 17 discount respectively on MRP. Additionally. Procter & Gamble Home

Products announced the beat The summer Dandruff offer on which 200 ml Head & Shoulders

bottle was available was for Rs.99/- only, Thus giving a benefit of a Rs. 23/- discount to

consumers.

In August 2002, Pantene unveiled the launch of the shine Morning to night to

campaign that helps consumers get long lasting hair shine with regular use of Pantene. The

shine Morning to night campaign had two exciting components to it the MTV Shine Yours

soul contest where one could win diamonds worth Rs. 12.5 lacs and the lasts from morning to

night. During the same period, Pentene also hosted Hair Asia Pacific 2002 the biggest Hair

cutting & styling contest attracting expert hair dresser and beauty care advisors from more

than 13 Asia Pacific Countries. Additionally, Pantene also Hosted Pantene World Teen

Queen contest in Goa. Contest from UK, USA, South Africa, Kenya, Tanzania, Mauritius,

Middle East and Hong Kong Participated to win the coveted World Teen Queen crown. In

November 2002, Procter & Gamble Home Products Limited launched Head & shoulders

Naturally lean, A new Variant in its Head & Shoulders range of shampoos especially for

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Tamil, Kerala, Andhara Pradesh, Karnataka and West Bengal. Its Smart ZPT Combined with

Natural Citrus (lemon) extracts removes 100% dandruff and rinses oil and stickiness from the

scalps, giving light, loose, free flowing hair. In January 003, Procter & Gamble Home

Products Limited reduced the prices of Prices of Pantene and Head & Shoulders 7.5 ml

sachets from Rs. 4/- to Rs 3/- with no change in its superior product quality or packaging,

improving affordability to a large number of Indian consumers. Procter & Gamble Home

Products Limited also announced the launch of its Tide Super Whiteness Gold Dhamaka at

the Tide Junction in Giant Hypermarket Hyderabad. The Tide Super Whiteness Gold

Dhamaka gave consumers a chance to get their clothes super-White and Win Exquisite

Jandrafted Pure Gold Jewele Set Worth Rs. 25,000 and other prizes from Estelle Jewellery. In

June 2003, Procter & Gamble Home Products Limited launched Pampers world’s number

one selling diper brans with sales of Us $ 6 billion annually. Pampers provides superior

dryness for uninterrupted overnight sleep, with just one pampers diaper. In India, Pampers

Fresh & dry is available in a variety of the size 4s, 10s and 25s. In s\july 2003, Procter &

Gamble Home Products Limited launched Pantene long black, the ultimate solution for

achieving the long and black hair and Head & Shoulders Silky Black- the only shampoo in

India to offer the dual benefits of 100% dandruff-free as well as silky black hair. In

September 2003, Procter & Gamble Home Products Limited announced that its superior

quality Tide sachet is now available at Rs. 1 per cachet and its Arial sachet at Rs. 2 per

sachet, thus making the world’s best detergents available at lower prices in January 2004,

Procter & Gamble Home Products Limited announced the launch of Rejoice- Asia’s No 1

Shampoo, in India. Rejoice ’s Patented Micro- silicone con conditioning technology gives

twice smooth and easy to comb hair versus ordinary shampoos, at affordable prices in 100ml

bottle and 7.5 ml sachets.

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In March 2004, Procter & Gamble Home Products Limited reduced the prices

of Ariel and Tide bags (large packs) by 20-50 % while maintaining the superior quality. The

superior quality one Kg pack of Tide cleans a family’s one month laundry in just Rs. 23/-

while a one Kg pack of Ariel cleans family’s one month laundry in just Rs. 50/- In April

2004, Procter & Gamble Home Products Limited announced the launch of Pantene Hair fall

control, which is designed to free women of their fall control, which is designed to free

women of their hair fall concerns by reducing hair fall due to breakage by up to 50% within

just two months, thus giving them stronger, thicker looking and beautiful hair. The prices of

Pantene 100 ml and 200 ml bottles were reduced by 16% offering superior vale to consumers.

In August 2004, Procter & Gamble Home Products Limited signed Preity Zinta

Bollywood’s #1 Actress, as Brand Ambassador for its Head & Shoulders anti-dandruf

shampoo that gives 100% dandruff-free soft beautiful hair. In October 2004, Procter &

Gamble Hone Products Limited launched New Pantene Amino Pro-V complex shampoos

which makes hair ten times stronger. In November 2004, Procter & Gamble Home Products

Limited launched Tide Bar. The New Tide Bar is unique as compared to the available

detergent bars because of its three unique features : (i) It has green speckles called whiteons,

which release a unique whitening action on reacting with sunlight; (ii) its technology also

ensures that it lasts longer, does not dissolve easily and delivers a good balance between bar

hardness and ease of application on clothes and (iii) it has a lemony & refreshing fragrance

that lingers on clothes hours after wash

Development of Tide Laundry detergent receives historical recognition

The development of Tide – “the washing miracle” synthetic detergent- by Procter &

Gamble Home Products Limited will be designated a National Historic Chemical Landmark

in a special ceremony in Cincinnati ohio, on October 25. The American Chemical Society,

the world’s largest scientific Society, sponsores the Landmarks program.

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Tide, the first heavy-duty synthetic detergent, debuted in 146, the culmination of a

search to replace traditional soaps, which did not clean well in hard water and deposited a

residue of scum, or curds. Catherine T. Hunt, Ph.D. president-elect of the ACS, will present a

commemorative bronze plaque at the ceremony to G. Gilbert Cloyd, Chief Technology

officer of Procter & Gamble (P&G). The ACS established the chemical landmarks program

in 1992. to recognize seminal events in the history of Chemistry and to increase public

awareness of the contribution of Chemistry to society.P & G’s initial synthetic detergent was

Draft, introduced in 1933. Draft, composed of an alkyl sulfate, represented a breakthrough

because it cleaned clothes in hard water—a particular benefit for residents from the Midwest

to the Rocky Mountains- without leaving curds. But it did not clean heavily soiled clothes

well. P & G chemist knew that the cleaning ability of synthetic detergent could be boosted by

adding “builders” compounds that penetrate clothes more deeply to remove stains. But the

builders left clothes harsh and stiff because the chemicals usually sodium phosphates, reacted

with the water’s hardness to from insoluble deposits that could not be rinsed away. By the

end of the 1930s, P&G had all but give up on attempts to develop a heavy-duty synthetic

detergents. But one researcher, David “Dick” Byerly, refused to shelve what became known

in the company as Project X. He tried sodium pyrophosphate as the builder. It cleaned well,

but the washed clothes felt like sandpaper

By 1941, Byerly concluded that sodium tripolyphosphate was the best

builder. At the same time, he had a counterintuitive breakthrough. Previously, researchs had

assumed that the less builder used, the better, since it was the builder that left clothes stiff.

But byerly discovered that if he boosted the level of the builder well above that of the

cleaning agent.

He got a surprising result : The detergent cleaned well and left clothes soft. Once the

correct formula was found, P&G rushed the new product, Tide, to the market It was an

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instant success, quickly selling out it in markets all over the country. By the early 1950 Tide

captured more 30 percentage of the laundry market and subsequently became the number one

selling detergent.

Ariel

Ariel is a marketing line of laundry detergents made by Procter & Gamble. It is the flagship

brand in Procter & Gamble's European, Mexican, Japanese, Brazilian, Peruvian, Turkish,

Filipino, Indian, Colombian, Chilean and Venezuelan portfolios. In some U.S. stores,

Mexican Ariel is available. Ariel first appeared on the UK market in 1967 and was the first

detergent with stain-removing enzymes. It was a high-sudsing powder designed for twin-tub

and top-loading washing machines. With the rise in popularity of automatic front-loading

washing machines, a suitable low-suds variant was launched in the early 1970s. The mid-

eighties saw the range expanding to encompass liquid detergent and compact powder. The

compact powder was originally known as "Ariel Ultra"; and was subsequently reformulated

into the nineties as "Ariel Futur". This was possibly in response to Unilever's launch of the

ultimately doomed "Persil Power", which was seen to damage clothes. Compact powders

never proved popular in the UK; so when the tablet variant appeared in July 1999, the

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compact version disappeared. In 2003, Ariel brought out its quickwash action to its

detergents, to allow consumers to be able to do their laundry on a quickwash cycle.

Product range

The available range in the UK currently includes:

Ariel Bio - biological detergent with bleach for whites. Available as automatic (low

suds) powder, ExcelGel, tablets, and liquitabs.

Ariel Colour & Style - biological detergent which is bleach free product to protect

colours: available as automatic powder, tablets, ExcelGel and liquitabs.

Ariel Non-Bio - non-biological detergent which is free from enzymes and has the

added fragrance of almond milk and honey: available as ExcelGel and liquitabs.

Ariel Biological with Febreze - as Ariel Bio but with the added freshness of Febreze,

sold at a premium price to standard Ariel. Available as automatic powder, tablets,

Excel Gel and liquitabs

Ariel Stain Remover - a stain pre-treatment product. Available as pre-treatment

spray, powder and gel (the powder also being available as an anti-bacterial variety,

and the latter two also being available for whites)

Ariel Handwash - powder suitable for washing by hand or in a twin-tub machine.

Ariel Handwash also refers to a now defunct high-suds version of liquid sold in

smaller bottle, a product suitable for washing by hand or twin tub to take on holiday

to launder small quantities of clothes.

All Ariel products (except for Stain Remover and Handwash) carry Actilift technology. As

with all non-biological detergents, Ariel Non-Bio is dermatologically tested.Ariel is available

in powder, tablet, ExcelGel and liquitab form.In 2006, Ariel started its "turn to 30" campaign

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to inspire consumers to wash in cool water so that energy can be saved. Ariel launched a

concentrated version of their liquid detergents named Ariel Power in the spring of 2008. In

October 2008, Ariel launched their new Excel Gel product which can be used in temperatures

as low as 15 degrees celsius. This product was launched under Ariel's "cold is the new hot"

campaign.

Controversial Ads

In 2010, Ariel released a series of controversial web banners [1] that appeared to compare

former US President George W. Bush to Adolf Hitler, depicting both in caricature as "stains"

that users could transform into more benign characters (Mohandas Gandhi and Charlie

Chaplin, respectively), by spraying them with Ariel liquid. The online ads were created for

Ariel by Brazilian Ad Agency

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Surf Excel

Surf Excel, launched in 1959, is one of the oldest detergent powders in India and

Pakistan. Initially, the brand was positioned on the clean proposition of “washes whitest”.

However, with the emergence of numerous local detergent manufacturers and the entry of

other global brands, Surf Excel underwent various changes in its Brand Communication;

from “Lalitaji” to ‘dhoondte reh jaaoge’ to jaise bhi dag ho, Surf Excel hai na’ , and is today

communicated on the platform of ‘Dhaag achcha hai. This is in which the global

communication platform of Dirt is Good which is a communication strategy of Unilever for

its premium detergent product, sold under various brand names ; such as Omo in Beazil and

Persil in U.K. and France. Today, Surf Excel leads the Premium Fabric Wash Category in

India. Some of the other major detergent products of Unilever in India and Rin and Wheel.

The latest enty into the segments is Comfort, a Fabric Conditioner.

Product Range

20

Surf Excel products include Matic, Detergent powder designed specially for washing

machines as it has a low lather formula. Quick Wash is a product that saves up to 2 buckets of

water and Blue is used for fabric and colour care.

Surf Excel also has some specialist products like Gentle Wash, a liquid detergent, and Surf

Excel Bar, a nil mineral detergent bar. NIL MINERAL BAR : In India HUL is the only

company where NMB is manufactured. NMB manufacturing is different from traditional

NSD bar manufacturing. It is premium category product. The washing properties are

enhanced due to no addition of any fillers.

When children go out to play and get dirty, they don’ just collect stains. They

experience life, make friends, share with each other and learn from each other. This helps

them get stronger and get ready for the world outside. A Pioneer in the Indian detergent

powder market, Surf Excel has constantly upgraded itself over the years, to answer the

constantly changing washing needs of the Indian homemaker. Today Surf Excel offers

outstanding stain removal ability on a wide range of stains. This means that mothers now

have the freedom to let their kids experience life without worrying about stains. Surf Excel

quick wash is powered with path-breaking technology-it reduces water consumption and time

taken for rising by 50%. It is a significant benefit, given the accurate water scarcity in most

of India.

Key Facts

Surf Excel was introduced in 1959

21

Rin Detergent

Hindustan Unilever Limited (HUL) (BSE :500696) is India’s largest fast moving

consumer goods company. The Anglo-Dutch company Unilever owns a 52% majority stake.

HUL was formed in 1933 as Lever Brothers India Limited and Come into being in 1956 as

Hindustan Lever Limited through a merger of Lever Brother, Hindustan Vanaspati Mfg. Co.

Ltd. And United Traders Ltd. It is headquartered in Mumbai, India and has an employee

strength of over 15,000 employees and contributes to indirect employment of over 52,000

people. The company was renamed in June 2007 as “Hindustan Unilever Limited”. Hindustan

Unilever’s distribution covers over 1 million retail outlets across India directly and its

products are available in over 6.3 million outlets in the country, nearly 80% of all retail

outlets in India. It estimates that two out of three Indians use its many home and personal care

products, food and beverages.

Brands

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HUL is the market leader in Indian consumer products with presence in over 20

consumer categories such as soaps, tea, detergent and shampoos amongst others with over

700 million Indian consumers using its products.

Sixteen of HUL’s brands featured in the AC Nielsen Brand Equity list of 100 Most

Trusted Brands Annual Survey (2008). According to Brand Equity, HUL has the largest

number of brands in the most Trusted Brands List. It has consistently had the largest number

of brands in the Top 50, and in the Top 10 9wih 4 brands). The company has a distribution

channel of 6.3 million outlets and owns 35 major Indian brands. Its brands include Kwality

Wall’s ice cream, Knorr soups & meal makers. Lifebuoy, Lux, Pears, Breeze, Liril, Rexona,

Hamam and Moti soaps, Pureit water purifier, Lipton tea, Brook Bond (3 Roses, Taj Mahal,

Taaza Label) tea, Bru coffee, Pepsodent and close Up toothpaste and brushed, and Surf, Rin

and Wheel laundry detergents, Kishan squashes and Jams, Annapurna salt and atta, Pond’s

talcs and creams, Vasline lotions, Fair and Lovely creams, lakme beauty products, Clear,

Clinic Plus, Clinic All Clear, Sunsilk and Dove Shampoos, Vim Dishwash, Ala bleach,

Domex disinfectant, Modern Bread, Axe deosprays and Comfort fabric softeners.

Leadership

HUL has produced many business leaders for corporate India, One of these

Manvendrer Singh Banga, has become a member of Unilever’s Executive (UEx.). HUL’s

leadership-building potential was recognized when it was ranked 4th in the Hewitt Global

Leadership Survey 2007 with only GE, P & G and Nokia ranking ahead of HUL in the ability

to produce leaders with such regularity. Clothes talk for us.

Rin plays an integral part in enabling us to look good by providing demonstrably

superior whites, giving us the confidence to realize our ambitions. Sparking white- clean

clothes not only help us from great impressions on the people we meet but also provide us

condidence to realize our ambitions.

23

Rin Understands this need strives to deliver best in class whiteness through continuos

innovation and product improvemens supported by memorable campaigns like “Uski saari,

meri saari se safed jaise” in the 90s to “Safedi ka Shehanshah” with Amitsbh Bachchan. In

207, Rin introduced the first ever shade in the laundry category, offering proof of whiteness

to consumers with the “Kya Sabot Hai” compaign with Boman irani, in 2008 Rin has been

re launched and now provides “Dugni Safedi, Dugni Chamak” as compared to ordinary

powders. Rin Matic , a specialist washing machine powder, launched in july 2008, is based

on the insight that ordinary powders do not deliver under machine wash conditions, thus

requiring intervention. Hence, leading to a situation aptly articulated in the tagline “Machine

kare maaze, Biwi ghar pe kapde ghise”. Now with Rin Matic consumers can delegate laundry

back to machine, because “Chamkti Safedi hai, machine aur Rin matic ka kaam.”

Key Facts

Rin was launched in India as a bar in 1969 with the econic lightning mnemonic.

Rin powder was launched in 1994 as Rin Power White.

Rin Matic for washing machines, launched in July 2008.

Sold in developing markets in Africa, Asia and Latin America

Sold as Brilhante (Brazil), Rin (India) and under other local brand names.

Market

The fabric wash market in India is estimated to be worth approximately Rs. 55 billion

with a volume turnover of 2.6 million tons. The market is primarily segmented on the basis

of product forms and price. The different product forms are powders, bars and laundry soaps.

This is further sub-divided on the basis of price into concentrate (in the case of powders).

Premium, mass-premium/mid-price and mass-market. Fabric cleaning is a well-developed

category in India with a penetration of 99% for laundry products and a per capita

consumption of 2.65 kgs per annum. Detergent powder penetration is 86% while penetration

24

of detergent bars is 64%. Laundry soap has a much lower penetration at 33% and is restricted

to select geographic. West and South are detergent bar markets while North and East have a

higher proportion of laundry soap users. Most consumers use more than one product- a

combination of detergent powders and bars are the most prevalent- with about 82% preferring

this usage pattern. The wash frequency per week in India is 6.9 and the incidence of any

product usage is almost 97% Recent trends show an increase in the usage of detergent

powders and a decline in the usage of laundry soaps. This is a clear indication that the

detergent market in India is maturing and that consumers are moving up the price ladder

(Source for all market data: Internal Panel Data)

Achievements

Rin was the face of detergent bars in India. For nearly twenty years, from 1969 to

1989, it reigned the market, with a 40% market share. With superlative performance to back

it, Rin was synonymous with whiteness . Rin has shown substantial growth over the years. In

fact, its three variants- Rin (Khakti) Powder, Rin Shakti bad and Rin Supreme bar, put

together, make it amongst the largest brands in the Hindustan lever Portfolio. Rin also enjoys

the status of being the most Trusted Detergent Brand in the country (Source : Brand Equity

Survey 2003 on India’s Most Trusted Brands.).

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Wheel Detergent

Used by more than 90% households, wheel has been a trusted laundry partner of

housewives in Bangladesh for over 40 years.

Wheel-our smart laundry choice

The largest laundry brand in Bangladesh, wheel has always been focused in making

laundry a pleasurable and delightful experience for the homemakes f the country. Based on

its years of understanding of its consumers and huge experience in laundry, wheel has been

continually improving its formulation and form to suit modern day users. Different formats

and pack sizes of wheel has been designed to cater to the requirements of users with different

family sizes. Laundry requirements and income groups.

Wheel Laundry Soap.

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Wheel Laundry Soap has a perfect formulation that not only gives great clean, but

also is gentle to both hand and cloth. The shop comes in individual shrink wra designed to

ensure that the consumers receive a fresh sap that promises an exceptional clean through the

powder of lemon and the fragrance of thousand flowers. The improved formulation of Wheel

laundry Soap also helps the users to wash more number of clothes than the traditional ball

soap.

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Wheel Washing Powder

A dominant market leader in the detergent segment, wheel washing powder is known

for its great cleaning ability with minimum effort. The new formulation of wheel washing

powder is enhanced with the fragrance of thousand flowers as well as the power of lemon,

thus not only removing the tough dirt in your cloth, but also leaving clothes smelling of a

thousand flowers well after washing. The convenience provided by wheel washing Powder

has relieved many housewives from the laborious laundry process of the traditional Soaps.

India’s largest detergent brand, wheel, aims to bring delight back into the lives of lacs

of women across India by giving them a magical wash experience of lemons and thousands

of flowers. The New Wheel is an offering to lakhs of women across India, transforming even

as tedious a chore as laundry into a delightful experience that lifts her spirits for the day to

come. As the largest laundry brand in the country, wheel touches the lives of more than 1 in

Indian households.

The brand is available in three formats

Powders

Bars

Laundry Soaps

The powder is vailable in three variants with delightful fragrances,

Active Wheel Lemon & Orange

Active Wheel Lemon & Jasmine

Active Wheel Gold

Key Facts

The largest selling detergent brand in India

Used by over 1 in 2 households in India.

Famous for using Bollywood stars as its Brand Ambassadors.

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No lemon in Wheel admits HLL

The country’s leading detergent maker Hindustan lever Ltd. (HLL) has admitted that its

‘Wheel’ brand of detergent and cake contains no lemon (nimbu), despite its aggressive and

campaign ‘nimbu ke saath’ Wheel, which has been advertised with the punchline “Nimbu ke

saath Bedaag safai, super safai” (with lemon, spotless cleanliness super cleanliness) comes

packaged in a distinct green and yellow wrapper, with a lemon prominently displayed on it.

Interestingly, HLL had earlier maintained that “Lemon has been part of he brand (Wheel)

since 1992 and as such consumers instantaneously associate this key ingredient as part of

their brand, as evidenced through consumer research”. Hindustan Lever had been challenged

by rival detergent maker Fena Ltd. In MRTPC on the grounds of misleading detergent

consumers by advertising that wheel had the cleaning power f lemon, traditionally used in

Indian households to remove stains and bleach clothes. Fena Ltd had earlier Filed a casein the

advertising Standards Council of India charging HLL of violating council’s code of honesty

in advertising and making false and misleading statement.

HLL’s claim is currently being contested by Fena Ltd, which has sought a ban

on HLL’s “misleading advertisement” Under section 36B and 12A of the MRTPC Act. In its

appeal, HLL has said it spent over Rs. 50 crore on the advertising of Wheel brand over the

last ten year but has never misled the consumer over Wheel’s lemon content. After Fena Ltd

filed its complaint in MRTPC, the latter issued a notice of enquiry to HLL and had directed to

the director general (investigation and registration) to take over the matter and conduct

proceedings before the commission. While Hindustan Lever’s reply was filed during the

course of latest hearing on the case last week. Further hearings on the case are scheduled for

February next. The Wheel Vs Fena detergent war began in October last year when HLL

reportedly objected to Fena’s new advertisement which said lemon power was an obsolete

claim and show caused the “latest” cleaning technology in its ad. In its hearings at the

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MRTPC, the company has stated that there is no material on record to show that any

consumer was misled into thinking that wheel detergent or bar contained lemon. In its

submission, HLL has also denied that lemon was the main or Key ingredient in Wheel and

that claims of lemon being added for better washing action on clothes and stain removal were

never made by it.

The company has further clarified that Wheel detergent powder and cake contain

only “lemon perfume” from natural lemon oil. Also, HLL has pointed out that the packaging

of the product does not mentioned that either the detergent or the cake contained lemon, as

alleged by Fena Ltd.

However, the company has defended the visual depiction of lemon and its reference in

product packaging due to the presence of lemon perfume. Further contesting Fena’s charge

that wheel products do not contain any lemon based on laboratory testreports, HLL has said

Wheel has never claimed that it contains either citric acid or sodium citrate, so the

complainant’s contention may not be upheld.

Marketing case study – The Great Indian detergent war

Two week ago at the Goafest, one of India’s top Djs, set the dance floor ablaze

by playing a remix of the Nirma jingle. Truth though is he would have been better off playing

a remix of the wheel jingle hat was inspired by the 1960. Shammi Kapoor Hit song Dekho

Dekho Dekho From An evening in paris. That commercial, Set in motion a wheel that

would rool on over the decades to become the blockbuster brand in lever stable. Today with

sales of over Rs2,000 crore Wheel is ‘ Brand No1’ in the HUL Portfolio not to mention the

World’s largest selling detergent in volume terms. If Wheel were to be a standalone company

it would rank 228 on the ET 500. Nitin Paranjpe, CEO, HUL, puts it rather succinctly when

he says that every second India is a Wheel consumer. Says Paranjpe, “ Relevant consumer

30

insight, optimum supply chain and wide distribution reach together have delivered a winning

proposition.” Yet few had magined in 1987 that wheel would one day serve half the country

of maketing and HLL was the undisputed emperor of all that it surveyed. And then from out

of nowhere came Karsanbhai Patel’s Nirma. If there was vere a Mahabharat it the annals of

India marketing, this was it. Lever’s was caught in the mythical chakravyuh, unable to curb

the ascending star of Nirma. Never before had a brand shaken the Lever citadel so decisively.

Alyque Padamsee, former CEO Lintas (the agency that worked on the detergents portfolio

bak then), recalls that Nirma was priced at a third of Surf and was as aggressive as HLL. Says

Padamsee,”Surf was Rs 21\kilo and Nirma was Rs 7\kilo. Importantly karsanbhai borrowed a

leaf out of HLL’s marketing manual and outadvertised us,” Ashok Ganguly, former

chairman of Hindustan Lever, who back then was leading the company concurs that

karsanbhai Patel’s bottom marketing moves that he has ever encountered.

Before the managers at Levers realised’ Nirma was more than just another

regional brand. It was time to find a way out of the chakravyuh. The company decided that

Surf could not take on the Nirma challenge by dropping prices (there was actually a

committee C.R.I.S.P.-Cost Reduction Is Surf Prices) ant that a new strategy was needed to

combat this challenger. And all this led to the birth of Operation S.T.I.N.G.-STRATEGY TO

INHIBIT NIRMA’S GROWTH. “It was not a question of business growth, but business

survival,” says Ganguly. It might seem like that’s strong statement coming from a player

credited with creating the detergent category in India. But it was true- an acknowledgment

that the playing field had shifted, right, under its nose. From Surf accounting for 70% of the

market, the low cost detergents had grown rapidly enough to account for 80% of volumes- a

statistic that remains true to date with mass market detergents making up 80% of volumes

and 68% in value. Even the choice of the name Wheel was not strategic, rather it was a matter

of compulsion. In those days giver the stringent FERA regulations it was not easy to launch

31

international brands. According to Padamsee, HLL had launched a detergent bar called

Wheel some years prior to 1987 (with the famous Leela Mishra commercial), which had not

done too well in the market and been canned. But given the FERA issue they were forced to

look at an existing basket of names and decided to go with wheel.

HLL set up a group outside the company to take the battle to Nirma’s doors.

Ravi Dhariwal, then former marketing head for the detergents business at HLL and currently

CEO, Publishing at Bennett, Coleman and Co says that as Wheel was first low-price product

from Hindustan Lever, the company decided to have a different management system. For

example even at the rest of Hindustan Lever was headquartered in Mumbai, the Wheel

operations were controlled from Chandigarh. “We wanted Wheel to be a standalone business

of its own to dominate the low price segment.” Says Dhariwal. Sudhanshu Vats, vice

president, home care and skin cleansing, HUL says,”At that time the management understood

the importance of going to the bottom of the pyramid.”Naren Nada, founder of executive

coaching firm, Even consulting who was then heading Operating STING believes that Wheel

would have happened if it had not been for the “board at HLL that did what it took to

empower people to go ahead and do it” The first big challenge was to come up with a low

cost product that conformed to the HLL quality standards. Ganguly was determined to prove

that it was possible. He says that he was convinced that it was time to move out of the long-

held beliefs that MNCs would not sell low-end products. To him low-end products did not

have to be synonymous with low quality.”The consumer was saying we cannot afford Lalitaji

(Surf). If consumers wanted low- price detergents, who the hell were we to judge? He asks.

The key was to not only develop the right product but get all the other elements as well.

Pranesh Misra, former COO of Lowe Lintas says,”When you are fighting low cost

competition the role of other elements like marketing, pricing and distribution are very

critical. Lever’s managed to be at the right time at the right place.”

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The company did try and take on Nirma with clever advertising for Surf- the

famous Surf ki Khariddari mein he samajhdari hai. But Misra says that both the marketer and

the agency decided that this stance harm Surf.” We needed a fighter brand to fight Nirma on

its own turf. Using Surf in that battle could affect its equity. Other options like using Sunlight

to take on Nirma also did not work as Sunlight had an appeal that was restricted to the east .”

And a number of firsts were achieved by levers for the same. For the first time, The company

used third party manufacturers as a primary source of production. Then while the entire

portfolio of HLL had a stable pricing, Wheel opted for a dynamic pricing. For example,

depending on local tax structures, extent of competition in each stare and other such factors,

the pricing would differ from state to state. It also helped that the competition was not spread

evenly. Says Vats, “Wheel’s success has been driven by its ability to leverage HUL’s

distribution strength to reach consumers in even the most remote parts of the country.”

Communication was the other big challenge, since it those days lever advertising for

detergents was templated always showing housewives in white saris. Padamsee says that

Nirma broke that template with young people singing, dancing and leaping to a catchy jingle.

Recalls Padamsee.”Everyone thought karsanbhai must be a very modern man, given that all

these people in the ad were dressed in short skirts and pants.” It was decided that the

advertising for Wheel would break the template. So in order to combat Shiamak Davar’s

dancers swinging to washing Powder Nirma, Levers come up with the classic ‘Dekho Dekho

Dekho’ jingle, a riot of colours and wild choreography. As Ganguly puts it. That jingle was a

big hit. A little like the Slumdog Millionaire of its times.” Ganguly for one believes that

Lintas was an equal partner in the success of Wheel.

While the brand did reasonably well, it yet had to hit the notes and this came

when HLL zoned in on a compelling consumer insight and the agency produced a great

commercialt. The insight was that many Nirma users complained of burning hands. Narem

33

Nanda recalls.”Research picked up the insight that Nirma was not kind on hands because of

its high soda ash content.” Still it was not an easy task, because consumers felt if a powder

burns it washes well. The insight resulted in the “Maine maangi thi safaai, aur tu ne di

haathon ki jalan” commercial, which took the battle straight to Nirma’s turf. This was the

take off point and suddenly it edged closer to Nirma.

Since then the brand has constantly innovated with variants like Blue Wheel,

Wheel for coloured clothes and Wheel Active Gold (which looks lies P and Gs Tide

Detergent) launched in 2008. Today it has a 11% share nationally followed closely by Nirma

with 10% and Ghari at 9% in value terms however, the gap is large with wheel having a

17.6% share followed by Ghari at 12.3 % and Nirma st 11.7% For Wheel the battle is

anything but over. According to HUL estimates, there are 450 brands across the country

competing it this space. To engage with its audience, for the last few years Wheel smart

Shrimati. From being a part of commercial breaks to becoming the programme, Wheel’s

come a full circle. R Balki Balakarishnan, chairman, Lowe Lintas, the agency that’s worked

on the wheel brand since inception puts it well: Wheel worked on a simple proposition. Its

Bollywood trailer style advertising was paisa-vasool entertainment for an audience which

considered washing to be a cumbersome chore.” Well it certainly has been paisa vasool for

HUL.

Surf, Wheel and Rin-Detergent Powder brands of HUL

The India detergent market is estimated to be around 4000Cr, comprises of Laundry

soaps, synthetic detergent powders, and bars.The detergent powder market in India is

segmented on the basis of three price categories:

Popular

Economy

Premium/ Compacts

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The Premium and Concentrates segment account for only 2 % of the total

market volume. The major players in the organized detergent market are.

HUL

Nirma

P & G

In which Nirma and HUL are close competitors and put together controls 30% of the

volume in the market. Nirma it the leader in the economy segment. In the premium detergent

powder, HUL dominates with over 60 % market share and rest is largely controlled by P and

G.

Segmentation, Targeting and Positioning of Surf

Launched in 1959, Surf was the first product it the Indian detergent powder market.

Surf Excel : India’s largest selling compact detergent powder. Surf Excelmatic : for the

front-loaded washing machines

Surf excel liquid

Surf powder

The segment for which the brand is intended is the customer of premium powders,

which are sold in the price range of Rs.75/- per kg and above. In the premium

segment, detergents sell in the price range of Rs. 80-120/- and the major brands are

Surf, Henko, Tide and Ariel.

Surf Excel (mummy’s best friend) is positioned as the brand that a housewife will

look to upgrade herself to get better cleanliness without damaging the clothes. The

brand is clearly positioned as a premium and up market brand and the achievements

show an upper-middle to upper class small family with a fashionable home and

modern clothing collection.

The Surf Excel hai naa campaign is more intended the brand recall.

35

Surf excel is targeted at the upwardly mobile housewives who prefer to have cleaner

clothes without damage as also households that have washing machines.

Segmentation, Targeting and positioning of Wheel

Wheel is a detergent brand that caters to the laundry needs of the mass market. It was

first launched in the year 1987. Wheel Green is the single largest detergent brand in India it

terms of market share and value.

Wheel powder

Active wheel

The brand is intended it the popular range segment, which consists of powders sold in

for Rs. 18-22 per kg. The popular segment was founded as a result of the launch and

subsequent success of Nirma.

Wheel is positioned as a tough fighter of dirt and offers value for money. The lalitaji

advertisement was created to identify the brand with common class.

Wheel is targeted at the mass market and at people moving up the economy ladder

from the lower-middle-class segment.

Rin

Rin was traditionally, the detergent bar brand from HUL. In 1990’s company

launched the Rin brand of detergent powders in order to fight the competitors by leveraging

on the strong brand enjoyed in the detergent bar market. The detergent powders from the Rin

family are:

Rin Shakti Powder

Rin Supreme

36

Segmentation, Targeting and Positioning of Rin

The brand is predominantly placed under the economy priced segment that emerged

with P and G’s introduction of Ariel Supersoaker. This category consists of mid-

priced segment detergents ranging from Rs. 35-50 per kg.

Positioned as the brand for superlative whiteness, it is focused on those who want

whiteness of clothes above all else. It is positioned between Wheel and Surf excel.

The brand is targeted more at customers who are happy with the Rin bar.

37

Objective

1-To find how many customer like to use detergent .

2- To find out which detergent company more focus on advertisement.

3-To find out different detergent brands available in market..

4-To find out that which detergent brand is more cleanness.

5-To find out that which detergent brand has better quality.

6-To find out that customer are satisfied with Price of preferred brand.

7-To find out promotion Satisfaction from different detergent brand.

8- To find out the effect users of Preferred detergent on their clothes.

38

IMPORTANCE

1. The report is beneficial for both sellers and buyer of product.

2. The study is done on the basis of primary and secondary data. So it may useful for the

industries.

3. The study may help in finding new use of existing product.

4. The report is based on the Reponses of the population of Ghazipur market. So it is so

much informative for finding the market condition of the Ghazipur Market.

5. The report includes various charts and tables based on the responses of population so

it describes the sales estimation of Detergent in Ghazipur market.

39

SCOPE

The purpose of the study is to obtain information about the company which helps is

identification of problems and to determine the issues dimensions and magnitude to

enumerate. The scope of the studies also to provide information to facilitate the identification

of an opportunity or problems situation and to assistant manager in arriving at the possible

decision on which such situation are encountered. The research has been done to know the

consumer behavior.

40

Research

Research is a purposeful investigation. It is a scientific & systematic search for

knowledge & intimation on a specific topic research is use full & research objective can be

achieved if it is done in propose process.

Methodology

The world methodology spell the meaning itself if the method used by the researches

in obtaining information. The data (information can be collected from primary sources &

secondary sources.) By primary data we mean data collected by researches him for the first

time to collaborate the data which has previously not been used is known as primary data by

secondary data we mean the data collected from various published matters, a Magazine

newspapers status of previous research report etc. In other words we can say that the data

which has already been used your different purpose by different people is known as

secondary Primary data can be collected through questionnaire and personal interview as for

as concern my research is limited to dealers personality Secondary data are collected from the

various books journals new spapereditional expert suggestions web sites & internet & etc.

Research is a common language refers to a search of knowledge. Research is

scientific & systematic search for pertinent information on a specific topic, infect research is

an art of scientific investigation.

Research Methodology is a scientific way to solve research problem. It may be

understood as a science of studying how research is doing scientifically. In it we study

41

various steps that are generally adopted by researchers in studying their research problem. It

is necessary for researchers to know not only know research method techniques but also

technology.

The scope of Research Methodology is wider than that of research methods.

The research problem consists of series of closely related activities. At times, the first step

determines the native of the last step to be undertaken. Why a research has been defined,

what data has been collected and what a particular methods have been adopted and a host of

similar other questions are usually answered when we talk of research methodology

concerning a research problem or study. The project is a study where focus is on the

following points:

RESEARCH DESIGN

A research design is defined, as the specification of methods and procedures for

acquiring the Information needed. It is a plant or organizing framework for doing the study

and collecting the data.

Designing a research plan requires decisions all the data sources, research approaches,

Research instruments, sampling plan and contact methods.

Research design is mainly of following types: -

1. Exploratory research.

2. Descriptive studies

3. Experimental

EXPLORATORY RESEARCH

The major purposes of exploratory studies are the identification of problems, the

more precise Formulation of problems and the formulations of new alternative courses of

42

action. The design of exploratory studies is characterized by a great amount of flexibility and

ad-hoc veracity.

DESCRIPTIVE STUDIES

Descriptive research in contrast to exploratory research is marked by the prior

formulation of specific research Questions. The investigator already knows a substantial

amount about the research problem. Perhaps as a Result of an exploratory study, before the

project is initiated. Descriptive research is also characterized by a Preplanned and structured

design.

EXPERIMENTAL DESIGN: -

A casual design investigates the cause and effect relationships between two or more

variables. The hypothesis is tested and the experiment is done. There are following types of

casual designs:

I. After only design

II. Before after design

III. Before after with control group design

IV. Four groups, six studies design

V. After only with control group design.

VI. Consumer panel design

VII. Exposite factor design

The data analysis and interpretation conducted is the outcome of Descriptive less and

exploratory research, which generally denote the experimental structure of the appropriate heads in

aspect of objectves.

43

PRIMARY DATA

These data are collected first time as original data. The data is recorded as observed or

encountered. Essentially they are raw materials. They may be combined, totaled but they

have not extensively been statistically processed. For example, data obtained by the peoples.

SECONDARY DATA

Sources of Secondary Data

Following are the main sources of secondary data:

1. Official Publications.

2. Publications Relating to Trade:

3. Journal/ Newspapers etc.:

4. Data Collected by Industry Associations:

5. Unpublished Data

Data may be obtained from several companies, organizations, working in the same areas

like magazines.

Period of Study: This study has been carried out for a maximum period of 4 weeks.

44

Area of study : The study is exclusively done in the area of marketing. It is a process

requiring care, sophistication, experience, business, judgment and imagination for which

there can be no mechanical substitute

Sampling Design : The Convenience sampling is done because any probability sampling

procedure would require detailed information about the universe, which is not easily

available further, it being an exploratory research .

Methods of Sampling

Probability Sampling

It is also Known as random sampling. Here, every item of the universe has an

equal chance or probability of being chosen for sample. Probability sampling be taken inform

of :

Simple Random Sampling

A simple random sample gives each member of the population an equal chance . It is

not a haphazard sample as some people think! One way of achieving a simple is to number

each element in the sampling frame and then use random numbers to select the required

sample. Random numbers can be obtained using your calculator, a spreadsheet, Printed tables

of random numbers, or by the more traditional methods of drawing slip of paper from a hat,

tossing coins or rolling dice.

Systematic Random Sampling

This id random sampling with a system! From the sampling fame, a starting

pointis chosen at random, and thereafter at regular intervals.

Stratified Random Sampling

With stratified random sampling, the population is first divided into a number

of parts or ‘strata’ according to some characteristic to be related to the major variables being

45

studied. For this survey, the variable of interest is the citizen’s attitude to the redevelopment

scheme, and the stratification factor will be the value of the respondent’s homes. This factor

was chosen because it seems reasonable to suppose that it will be related to people’s attitudes.

Cluster and area Sampling

Cluster Sampling is a sampling technique used when “natural” groupings are

evident in a statistical population. It is often used in marketing research. In this technique, the

total population is divided into these groups (or clusters) and a sample of the groups is

selected. Then the required information is collected from the element within each selected

group. This may be done for every element in these groups or a sub sample of elements may

be selected within each of these groups.

Non Probability Sampling

It is known as deliberate or purposive of judge mental sampling. In this type of

sampling every item in the universe does not have an equal, chance of being included in a

sample. It is following type

Convenience Sampling

A Convenience Sample choose the individuals that are easiest to reach or sampling

that is done easy. Convenience sampling does not represent the entire population so it is

considered bias.

Quota Sampling

In Quota sampling the selection of the sample is made by the interviewer, who has

been given quotas to fill from specified sub-groups of the population.

Judgment Sampling

The sampling technique used here in probability > Random Sampling

46

The Total sample size in 10 profiles. I have selected probability sampling method for

this research study.

Sampling Design for the research- Convenience Sampling

Sampling Size : The Sampling size of the study is 100 users.

Data Collection

Data is collected from various customer through personal interaction specific

questionnaire is prepared for collecting data. Data is collected with more interaction and

farmal discussion with different respondents and we collect data about investment pattern of

people by face contact with the persons from whom the information is to be obtained (known

as informants) . The interviewer asks them questions pertaining to the survey and collects the

desired information.

Survey Areas

Mahajan Toli

Subhash Nagar

Steemer Ghat

Mishra Bazar

Mahua Bag

Lal Darwaja

Police Line

Visheshwarganj

Type of Data : unpublished

Research Method : Descriptive research

Sampling method : Convenience sampling

Sample size : 100 people

Sampling Area : Ghazipur

Time period for study : 4 weeks

47

Q. 1. Are you regular user of detergent?

(a) Yes (b) No

Sl. No. User says No. of Respondent Percentage(%)

1 Yes 90 90

2 No 10 10

Total 100 100

48

Analysis

After analysis the researcher found the about 90% respondents say ‘Yes’ & 10%

respondent say “No” with respect to regular user of detergent

Interpretation

After study the researcher found that most of the respondents use detergent.

49

Q. 2. Which Detergent brand do you use?

(a) Surf Excel (b) Tide (c) Wheel (d) Ariel (e)others

Sl. No. Brand No. of Respondent Percentage(%)

1 Surf excel 35 35

2 Tide 20 20

3 Wheel 25 25

4 Ariel 15 15

5 Others 5 5

Total 100 100

50

Analysis

After analysis the researcher found that about 35% respondents use Surf excel, 20%

Tide, 25% wheel, 15% Ariel and rest 5% use other brand

Interpretation

After study the researcher found that most of the respondents use Surf excel.

51

Q. 3. Which Brand’s fragrance is better?



1 Surf excel 40 40

2 Tide 15 15

3 Wheel 25 25

4 Ariel 15 15

5 Others 5 5

Total 100 100

52

Analysis

After analysis the researcher found that about 40% respondents say Surf excel, 15%

Tide, 25% wheel, 15% Ariel and rest 5% respondents says other brand’s fragrance is better.

Interpretation

After study the researcher found that most of the respondents said that the fragrance

of Surf excel is better.

53

Q. 4. Which brand has better stain removing quality?



1 Surf excel 35 35

2 Tide 20 20

3 Wheel 30 30

4 Ariel 10 10

5 Others 5 5

Total 100 100

54

Analysis

After analysis the researcher found that about 35% respondents say Surf excel, 20%

Tide, 30% wheel, 10% Ariel and rest 5% respondents says others brand has better stain

removing quality.

Interpretation

After study the researcher found that most of the respondents said that the Surf excel

has better stain removing quality.

55

Q. 5. Which brands advertisement do you like most?

(a) Surf Excel (b) Wheel (c) Tide (d) Ariel (e)others


1 Surf excel 30 30

2 Tide 35 35

3 Wheel 20 20

4 Ariel 10 10

5 Others 5 5

Total 100 100

.

56

Analysis

After analysis the researcher found that about 30% respondents like Surf excel, 35%

Tide, 20% wheel, 10% Ariel and rest 5% respondents like others brand advertisement.

Interpretation

After study the researcher found that most of the respondents liked the advertisement

of Tide Brand.

57

Q. 6. Which one is your major source of getting information about your brand?

(a) Advertisements (b) friends (c) others (d) Self


1 Advertisement 40 40

2 Friends 25 25

3 Others 20 20

4 Self 15 15

Total 100 100

58

0

5

10

15

20

25

30

35

40

45

Advertisement Friends Others Self

Analysis

After analysis the researcher found that about 40% respondents have said

Advertisement, 25% friends, 20% other and rest 15% respondents says self major sources. .

Interpretation

After study the researcher found that most of the respondents have said that

advertisement is major sources.

59

Q. 7. Which product gives the best result after use?

(a) Surf excel (b) Tide (c) Wheel (d) Ariel (e)others


1 Surf excel 35 35

2 Tide 15 15

3 Wheel 30 30

4 Ariel 15 15

5 Others 10 10

Total 100 100

60

Analysis

After analysis the researcher found that about 35% respondents says Surf excel, 35%

Tide, 20% wheel, 10% Ariel and rest 5% respondents says others product gives the best result

after use.

Interpretation

After study the researcher found that most of the respondents said surf excel gives the

best result after use.

61

Q. 8. Which brand do you prefer because of reasonable price?



1 Surf excel 40 40

2 Tide 20 20

3 Wheel 25 25

4 Ariel 10 10

5 Others 05 05

Total 100 100

62

Analysis

After analysis the researcher found that about 40% respondents prefer Surf excel,

20% Tide, 25% wheel, 10% Ariel and rest 5% respondents Prefer others brand because of

reasonable price

Interpretation

After study the researcher found that most of the respondents Prefered Surf excel

brand because of reasonable price.

63

Q. 9. Which brand do you prefer because of sales promotion activities?



1 Surf excel 40 40

2 Tide 20 20

3 Wheel 25 25

4 Ariel 10 10

5 Others 05 05

Total 100 100

64

Analysis



sales promotion activities.

Interpretation


brand because of sales promotion activities.

65

Q. 10. Which brand do you prefer because of packaging?



1 Surf excel 40 40

2 Tide 20 20

3 Wheel 25 25

4 Ariel 10 10

5 Others 05 05

Total 100 100

66

Analysis



packaging.

Interpretation


brand because of packaging

67

Q. 11. Which brand do you prefer because of cleanness?



1 Surf excel 40 40

2 Tide 20 20

3 Wheel 25 25

4 Ariel 10 10

5 Others 05 05

Total 100 100

68

Analysis



cleanness.

Interpretation


brand because of cleanness.

69

Q. 12. Which brand do you prefer because of availability in the market?



1 Surf excel 40 40

2 Tide 20 20

3 Wheel 25 25

4 Ariel 10 10

5 Others 05 05

Total 100 100

70

Analysis



availability in the market.

Interpretation


brand because of availability in the market.

71

Findings & Recommendation

In My topic “ A comparative study of various detergent Powder Brands available in Ghazipur

City.

I collect a lot of information about the detergent powder in Ghazipur city. I found that

1. After analysis the researcher found the about 90% respondents say ‘Yes’ & 10%

respondent say “No” with respect to regular user of detergent

2. After analysis the researcher found that about 35% respondents use Surf excel, 20%

Tide, 25% wheel, 15% Ariel and rest 5% use others brand.

3. After analysis the researcher found that about 40% respondents say Surf excel, 15%

Tide, 25% wheel, 15% Ariel and rest 5% respondents says other brand’s fragrance is

better.

4. After analysis the researcher found that about 35% respondents say Surf excel, 20%

Tide, 30% wheel, 10% Ariel and rest 5% respondents says others brand has better

stain removing quality.

5. After analysis the researcher found that about 30% respondents like Surf excel, 35%

Tide, 20% wheel, 10% Ariel and rest 5% respondents like others brand

advertisement.

6. After analysis the researcher found that about 40% respondents have said

Advertisement, 25% friends, 20% others and rest 15% respondents says self major

sources.

72

7. After analysis the researcher found that about 35% respondents says Surf excel, 35%

Tide, 20% wheel, 10% Ariel and rest 5% respondents says others product gives the


8. After analysis the researcher found that about 40% respondents prefer Surf excel,

20% Tide, 25% wheel, 10% Ariel and rest 5% respondents Prefer others brand

because of reasonable price.



because of sales promotion activities.



because of packaging.



because of cleanness.



because of availability in the market.

73

Recommendations1. A company should produce offer in their product & they give some gift

hamper with their product as to make core relationship with customer.

2. Company should not only concentrate their minds towards fragrance of

detergent but they also completely concentrate their mind towards stain

removal ability of detergent.

3. A company should always think about whole section of society means rich,

middle & poor because a company has to penetrate towards village area also.

4. A company should produce their product in small packet also so that poor

people can also able to use that product.

5. Due to better quality of detergent it reduce water consumption & time taken

for rising by 50%. It is significant benefit given the acute water scarcity in

most of India.

74

Conclusion

1. After study the researcher found that most of the respondents use detergent.

2. After study the researcher found that most of the respondents use Surf excel.

3. After study the researcher found that most of the respondents said that the fragrance

of Surf excel is better.

4. After study the researcher found that most of the respondents have said that the Surf

excel has better stain removing quality

5. After study the researcher found that most of the respondents liked the advertisement

of Tide Brand.

6. After study the researcher found that most of the respondents said advertisement is

major sources.

7. After study the researcher found that most of the respondents said surf excel gives the


8. After study the researcher found that most of the respondents Preferred Surf excel

brand because of reasonable price.


brand because of sales promotion activities.


brand because of packaging.

75


brand because of cleanness.


brand because of availability in the market.

76

Limitation

The study extends to the small area only as the sample is collected only from the city. So, the

findings of it could not be generalized for whole scenario. Also, the study suffers from

various limitations like:-

Under the consideration of time and cost, the study was confined to a small

sample size and area so that it is easily accessed.

The detergent industry is very broad and all of them could not be properly

covered by a scholar. So, only 5 brands detergent powder has been covered

in this study.

The sampling design could be many types but only one technique have been

focused in the study.

The sample design chosen for the study is convenience sampling which is not

the accurate method for study.

This research is only base on primary data.

The resonance of the respondent is also not up to the mark which acts as a

limitation for the study.

In this study time period is limited because for this study 4 week has been given.

77

QUESTIONNAIRE

Name :

Gender : Age

Occupation :

Address :

Q. 1. Are you regular user of detergent?

(a) Yes (b) No

Q. 2. Which Detergent brand do you use?


Q. 3. Which Brand’s fragrance is better?


Q. 4. Which brand has better stain removing quality?


Q. 5. Which brands advertisement do you like most?

(a) Surf Excel (b) Wheel (c) Tide (d) Ariel (e)others

Q. 6. Which one is your major source of getting information about your brand?

(a) Advertisements (b) friends (c) others (d) Self (e)others

Q. 7. Which product gives the best result after use?

(a) Surf excel (b) Tide (c) Wheel (d) Ariel (e)others

78

Q. 8. Which brand do you prefer because of reasonable price?


Q. 9. Which brand do you prefer because of sales promotion activities?


Q. 10. Which brand do you prefer because of packaging?


Q. 11. Which brand do you prefer because of cleanness?


Q. 12. Which brand do you prefer because of availability in the market?


79

BIBLIOGRAPHY

BOOKS

1. Aaker, David A, and Myers, John G; Advertising Management; 2001, Second

edition; Prentice hall; New Delhi.

2. Rathor B.S.; Advertising management; Second edition; Himalaya publishing

house.

3. Abercombie, Nicholas; Television and Society; 1996 Edition; Blackwell

Puslishers.

4. Barnouww, Eric; Gerbner, George; Schramm, Wilbur; Worth, Fobia; Gross, Larry;

International encyclopedia of communication, 1996 edition, Routiedge publishers.

5. Batra, Rajeev; Myers, G. John; Aaker, A David; Advertising management; 2001

edition; Prentice hall of India; New Delhi.

6. Dyer, Gillian; Advertising as communication; 1982 edition; Routledge

publishers.

7. O`Guinn, Thomas C; Allen, Christ; Semenik, Richard J, Advertising, Second

edition; South Western College Publishing.

8. Wilmshurt, John; Mackay, Adrian; The Fundamentals of Advertising; 1999

edition ISBA Publishers.

9. The Marketing Journal, volume – xvii, September 16 2004

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10. India Today, april 16, 2007

11. Franzen, Giep, Advertising Effectiveness: Findings from empirical study

(Oxfordshire: NTC Publications Ltd. 1994)

12. Krishnaswami, O. R. ; Research methodology in social science

13. Kothari, C. R. ; Research methodology

INTERNET

www.altavista.comwww.google.comwww.Detergent.com

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http://www.Detergent.com/

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