PROJECT REPORT SUBJECT: MARKETING RESARCH TOPIC: A BRIEF STUDY
OF CONSUMTION PROCEGER OF BATH SOAPS IN SHRIWARDHAN ACADAMIC YEAR
2009-10
SUBMITED BY KELASKAR HRISHIKESH SADANAND ROLL NO: 19
COLLEGE: GOKHALE EDUCATION SOCIETYS ARTS, COMMERCE AND SCIENCE
COLLEGE, SHRIWARDHAN. PIN - 402110 PH NO - 02147 223333 (ISO:
9001-2000 Certified)
GUIDANCE BY: MRS. NAZARE K. S. (SUBJECT TEACHER)1
DECLARATION BY THE RESEARCHER STURENT
I hear by declared that this project report titled A Brief study
of Consumption procedure of Bath Soap in Shriwardhan City submitted
by me is based on actual work carried out by me under the guidance
& supervision of Mrs. Nazare K. S. any preference to work done
by any other person or institution or any other material obtained
form other sources have bin duly cited & referenced. It is
farther to state that this work is not submitted any were else for
any examination.
Signature of the Research Student
Name of the Research Student [Kelaskar Hrishikesh Sadanand]
2
CERTIFICATE FROM THE GUIDE
This is to certify that, Mr. Kelaskar Hrishikesh Sadanand has
completed the project work titled A Brief Study of consumption
Procedure of Bath Soaps in Shriwardhan city under my guidance &
supervision it is further certified that this work is not submitted
to any other university for examination. I consider this work
worthy for the award of successful completion of project as per
Mumbai university guide line.
Signature of Guide Name of Guide
Date:-
3
PREFACE
It gives me great pleasure to present the project on marketing
research on bath soap. The project is designed for research &
thus who are interested in learning about basic of marketing
research & bath soaps. I am heartily thankful to my supervisor
Mrs. Nazare K.S. whose Encouragement, Guidance & support from
the initial to the final level enabled me to develop an under
standing of this project. I am thankful to my Family & Friends
who has always support me to regarding this project. Lastly I offer
my regards and blessing to all of those who support me in any
respect during the completion of the project.
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1. Introduction.Showering and bathing is a part of daily life.
Most people wake up in the morning, lather themselves up in the
shower, rinse, and set out to start the day. However, it is good to
be informed about the bath products we are using on a daily basis,
and put some thought into selecting the best ones. Choosing the
right bath soap is especially important since it regularly comes
into contact with your skin. The Researcher selects this topic for
study of consumption procedure of bath soaps. He obtains data from
various customers in shriwardhan taluka. The selected soaps are
very popular in shriwardhan market. Researcher obtains information
through Questioner & Consumer interview. The selected soaps
explanations are as follows. Lux Company Profile : AIM of the
Production Co. These needs differ wildly within India, and HLL has
done an exceptional job of meeting them, as evidenced by the
companys top line growth and bottom line profitability. India:
Hindustan Unilever Ltd 165/166, Backbay Reclamation Mumbai 400020
T: +91-22-39830000 F: +91-22-22871970
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[email protected] Details of soap Ingredients :Sodium
palmate, sodium palm, kernelate, water, Talc, Glycerin, Perfume,
sorbitol, sodium chloride, titanium dioxide, etidronic acid,
protein & prunus, amygdolus protein, etc. Color :Pink, White,
Orange.etc. Lux Strawberry & Cream, Lux Peach & Cream, Lux
Festive Glow with Honey, Lux Creamy White, Sandle, Almond, Fruit
Extracts Features of Soap : 1. 2. 3. This Soap is available in
different verities. The consumers have most choice for this soap
consumer more attract for packing & packaging of this soap
Fragrance : -
Details of Product Range Weight 38 gm 100 gm
: Price 5/18/-
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Vivel Company Profile :ITC was incorporated on August 24, 1910
under the name Imperial Tobacco Company of India Limited. As the
Company's ownership progressively Indianised, the name of the
Company was changed from Imperial Tobacco Company of India Limited
to India Tobacco Company Limited in 1970 and then to I.T.C. Limited
in 1974 India ITC ltd. Plot No. 1, Sector II, Ranipur, Haridwar,
Uttarakhand 249403. 2009 Sales: 163,250,000,000 Major Industry:
Tobacco Sub Industry: Cigarette Manufacturers Employees: 20000
Ingredients :- Sodium palmate, sodium palm, kernelate, Aqua, Talc,
Fragrance, Glycerin, Lanolin, Triciocurban, Papaya extract,
Pomegranate extract, Avocado extract, Titanium dioxide, sodium
chloride, etc. Color Flavour :- Pink, White, :- Vivel Young Glow,
Vivel Satin Soft, Vivel Sandal Sparkle, Vivel Ayurveda Essence,
Vivel Silk Spring
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Features of Product 1. 2. 3.
:
Fragrance of this soaps is very nice compare to modern soaps
Company uses the ayurvedic Experiment in soap. Modern consumer
attracts this soap, especily girls. :
Details of Product Range
Weight 60 gm 100 gm
Price 10/12/-
Lifebouy
Company Profile : Lifebuoy is a product of the well known
Company Hindustan Lever Limited (HLL), a concern of the
International UNILEVER. Competition, changing times, need. India:
Hindustan Unilever Ltd 165/166, Backbay Reclamation Mumbai 400020
T: +91-22-39830000 F: +91-22-22871970
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Ingridents : -
Sodium Tallowate, Sodium Palm Kernelate, Agua, Glycerin, Parfum,
Sodium Chloride, p-Cresol, m-Cresol Xylenol, Phenol, o-Cresol,
Trideceth-8, Ceteareth 25, Tetrasodium EDTA, Propylene Glycol,
Tetrasodium Etidronate,Glutaral,Dimethicone,Methylisotazolinone,
Methylchloroisothia-zolinone, Linalool, CI 11680, CI 45100.
Color Flavour Features1. 2. 3.
:::-
Red, white, Orange Naturepure, Activfresh,
This is the red medicated soap that everyone remembers. It
evokes a very fresh, clean, healthy aroma. It is a pure
anti-bacterial soap with excellent skin cleaning and cleansing
properties.
Details of product Range
: Price 5/18/-
Weight 38 gm 100 gm
Dettol Company Profile :9
Dettol soap has three variants in the market available
nationally Dettol Original, Dettol Skincare and Dettol Cool. New
and Improved Dettol Original Soap is specially formulated for
everyday use. Dettol Original Soap is 10 times better at fighting
germs. So give Dettol's trusted protection to the entire family.
Contact :M/s VVF Limited H.B.#214,v.p.o. Bhatoli Kalan, Baddi, Dist
Solan(H.P.)-173205 M.L. No HIM/COS/07/108. Ingridents :Sodium
Palmate, Sodium Palm, Kernelate Parfum, Glycerin, Chloroxylenol,
Triclosan, Tetrasodium EDTA, Etidronic acid Colour Flavour Features
1. 2. 3. :::With classic dettol fragrance. 10time better protection
against wide range of germs. improved formulation for everyday use
Weight 35 gm 70 gm Price 07/18/Orange, White, Bleu, Yellow.etc
Original, Skincare, Cool, Fresh, etc
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2. Research MethodologyTitle: A Brief Study of Consumption
Procedure of Bath Soap in Shriwardhan City.
Jurisdiction of Research :The researcher has selected this
jurisdiction because, Researcher is staying in this jurisdiction.
The area is suitable to conduct the research.
Period of Research : One Academic Year i.e. 2009-10. Objectives
of the Research: To know consumer profile of Shriwardhan city. To
study consumption procedure of Bath soap. To find out the problem
in consumption procedure of Bath soap. To suggest the remedies to
solve the problems in consumption procedure of Bath soap.
Limitations of the research:11
The period is only one Academic Year. The jurisdiction is only
Shriwardhan city. The conclusions are based on data collected by
the researcher.
Importance of the Research: The researcher will obtained
research skills. This research will motivate to undertake higher
level research. The suggestions can help to solve the problems in
consumption procedure of Bath soap.
Methods of data Collection:The research has of collected data
through following sources Primary Data:
*Data specifically created or collected by the researcher toMeet
needs of the problems under study. Sources: Questionnaire, Personal
Interview & Observation. Secondary Data: *Data collected &
complied by someone other than the Researcher for purpose not
directly related to the research project under study. Sources:
Internet, Newspaper, Magazine, etc.
Sampling Methods Sample:
:
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*A sample may be defined as a smaller portion of a larger lot
selected for study purpose. Sampling: *Sampling is the selection of
part of an aggregate or totality On the basis of which a judgment
or inferences about the aggregate & totality is made.
Sampling methods : The research has used random sampling
methods. METHODS OF SAMPLING
Probability Method 1. Simple Random Sampling 2. Systematic
Sampling 3. Stratified Random Sampling 4. Cluster Sampling 5. Area
Sampling 6. Multistage & Multiphase Sampling
Non Probability Method 1. Accidental Sampling 2. Convenience
Sampling 3. Judgment Sampling 4. Purposive Sampling 5. Quota
Sampling
Sample size
:
Twenty Consumers.
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Analysis of information
:
The researcher has used percentage method for data analysis.
3. Problems in consumption procedure of Bath SoapThe researcher
has founded many problems in consumption of the selected soap there
explanation are as under While purchasing : Unavailability of
soaps, in particular shop in this jurisdiction.
High Cost of the soaps.
Not get in required in flavors. Not give sufficient information
about scheme of available soaps.
Not get found in good quality of particular product. :-
While storing
Particular soaps are store in only cool & dry place. When
soap are store in house the rats are destroyed it.
After some days soaps fragrance is evaporated. While using
:-
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When using soaps suds are going in eye then eyes are jalgaling.
Particular soaps are melting in water regularly. Fragrance of
particular soaps is not maintained in human skin. After using the
soap on hair its become dry.
4. Advertising and Advertising strategy. LUX During the late
year after the Har star lucky star promotion, Lux introduced a
unique offering the Lux celebration range endorsed by Priyanka
chopra which included the following 3 variants : Aromatic glow
Chocolate seduction created news Lux white spa body wash never seen
in the market before
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During 75 Years of soap In 2005, Lux one of the most trusted
brands of the country celebrated its 75 years of stardom. Marked
the entry of the first male superstar on a Lux ad Lux came out with
a celebration range of 4 new variants of Lux endorsed by Hema
Malini, Juhi Chawla, Kareena Kapoor and Sridevi together with Shah
Rukh Khan
Aishwarya Rai and Abhishek Bachan are featuredin newLux soap ad.
Music of the ad is composed by Shankar Ehsan Loy and directed by
Stphen mead. They were apparently paid 25 crore rupees for this
commercial ad Ash and Abhi talks about making the Lux ad .
Vivel Bebo is endorsing Vivel (or Vivel Di Wills Soap) of ITC.
Kareena looks crystal clear beauty in the soap advertisement. Vivel
satin soft soap. This of soap comes with crme the and combination
moisturising
glycerine. Both of these contents are good for our skin. The
moisturisers keep our skin always moised and never lets it to be
dry. And the glycerine makes our skin very soft and beautiful
naturally. This soap comes in 2 styles or in 2 different colors
but.
Its raining celebrities at ITC 's personal care brands. In a
major marketing initiative, ITC has roped in two of the hottest
bollywood stars to
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endorse its personal care brands. In my earlier post on Vivel Di
Wills, I have expressed my confusion over managing Vivel Di Wills
and Vivel.
Lifebouy
He is influenced by Lifebuoys TV campaign, which shows a group
of kids trying to help clear rain water from a cricket stadium
(because of which the match has been delayed), after taking a
shower with Lifebuoy soap. The campaign claims that since the kids
have the Lifebuoy protection, they are untouched by germs and
diseases, and Aditya is convinced that Lifebuoy is the ultimate
soap that would help fight germs and help his family to stay
healthy. Adityas mother, Radhika, 35, is also quite open to buying
into the suggestion. She says the popular jingle, Tandarusti ki
raksha karta hai Lifebuoy (coined in the 50s) still rings in her
ears. It was all about health and hygiene even then, she says.
Since the brand in its new avatar offers hygiene along with
skincare, and also looks more sleek and contemporary, attractive
buy. Radhika considers it an
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Dettol
The narrator is talking about being able to immunise the family
against many infectious diseases, but you can not against food
poisoning, which is why you should use Dettol Surface Cleanser to
stop the spread of harmful bacteria. The advert ends introducing
the Dettol Soap.
5. Comparative Analysis Price AnalysisName Weight Price Weight
Price Lux 100gm 18/38gm 5/Vivel 100gm 12/60gm 10/Lifebouy 100gm
15/38gm 5/Dettol 70gm 18/37gm 7/-
Sales promotion techniques LUX1. Offers its consumers a range of
soaps enriched With the goodness of a variety of nourishing
Ingredients - Almond Oil, Orchid Extracts, Milk Cream, Fruit
Extracts, Saffron, Sandalwood Oil And Honey.
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2. 3.
Heavy Advertising expenditure on product Promotion Popular
Personality Classical example of successful celebrity endorsement
Down the ages, almost every leading Bollywood star has been a Lux
star
4. Unilever withdraws Lux gold coin ad campaign Hindustan
Unilever (HUL) haswithdrawn an advertising campaign for its leading
soap brandLux following allegations that it had indulged in unfair
tradepractices.A Panchayatwith complaint the was registered
Consumer by Mumbai Grahak Redressal National Disputes
Commissionstating that the advertisement offering gold coins
misled theconsumers.The ad campaign claims that 9,000 gold coins
have beeninserted..
VIVEL1. Popular Celebrity
Classical example of successful celebrity endorsement Karina
Kapoor is the highest paid brand ambassador in India besides Vivel
of ITC soaps, she also endorses brands like Globus, Anne French,
Emami, ICI Paints, Vivel Soap buy 3 get 1 free,
LIFEBUOY1. The Lifebuoy Swasthya Chetna or Health Awakening
programme is the biggest rural health and hygiene educational
initiative in India.2. Lifebouy. 20% extra free (Same price) 19
DETTOL1. Ideal Kids The kids in commercials are often a little
older and a little more perfect than the target audience of the ad.
They are, in other words, role models for what the advertiser wants
children in the target audience to think they want to be like. A
commercial that is targeting eight year-olds, for instance, will
show 11 or 12 year-old models playing with an eight year old's
toy.
Buying MotivesMotivating factors are though factors which
induces the consumers to purchases the product. The analysis of
buying motives is indicated bellow. Love factor induces Pride
Factor induces Safety Factor induces Entertainment, Fare, & Any
Other : This Factors are Not induces to Consumer for Purchases the
soaps. : : : 15% Consumer Purchases the soap 05% Consumer Purchases
the soap 80% Consumer Purchases the soap
Statistical AnalysisSr. No Question Options20
No of
Percentage
Respondent 01. Q 01. Lux Vivel Lifebuoy Dettol Any Other 02. Q
03. Color Size Style Any Other 03. 04. Q 04. Q 05. (Smile) Yes No
Love Pride Safety Entertainment Fare 05. 06. 07. Q 06. Q 11. Q 12.
Any Other Cash Credit Yes NO Yes No 08. 09. Q 13. Q 14. Yes No Yes
No21
07 02 04 07 00 11 06 03 20 00 03 01 16 00 00 00 20 00 01 19 00
20 00 20 16 04
35 10 20 35 -55 30 15 100 -15 05 80 ---100 -05 95 -100 -100 80
20
10.
Q 20.
Yes No
17 03
85 15
6. Findings, Conclusions & Suggestions. Findings :The
Researcher has collected data about consumption procedure of soap
in shriwardhan jurisdiction. The researcher had selected to
consumer as a sample the data collected through questioner,
personal interview & observation consumer regarding In this
research most of the consumer use LUX and DETTOL i.e.35% &35%
respectively of 20 consumer. In this research are only few consumer
use VIVEl soap i.e. 10% of 20 consumer. And remaining consumers are
using LIFEBUOY soaps i.e.20% of 20 consumer. Conclusions :-
In this research researcher is very happy to submit the project
of marketing research with the help of data collected from the
twenty consumers questionnaire the conclusions are as follows:
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The researcher observes that majority of the customer using lux
and Dettol soap i.e. 35%, 35% respectively. 80% consumers are
motivated used cause of Safety for skin protection. Vivel soap is
new but concludes that market demand will be increased when proper
advertisements & sales promotion techniques are runned. The
researcher concluded that number of Customer are purchase bath soap
in mostly in Medical store i.e. lucky Medical store . The
researcher concludes that 100% consumers are purchased soap on Cash
Basis. Suggestions About soap Reduce burning sensation Aggressive
marketing strategy for Bath Soaps. Smaller size of Bath Soaps to
enable the traveling people to brand loyal. For sale Attractive
Packaging Incentive to dealers/ distributors Enter just before
summers TV commercials telecasted especially during prime time
Advertisements through Radio channels during morning and evening
Outdoor media: billboards at railway stations, bus stops, BEST
:-
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Buses, Trains.
Bibliography Internet Reference
http://www.google.co.in
http://www.dettol.co.in http://www.unilever.com
http://www.itc.co.in
Book Reference
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Researcher Methodology, Himalaya Publication, Edition 2007
Marketing Research, Manan Prakashan, Edition 2009, Author Vinayak
Paralikar.
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