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 SOCIETY’S

ARTS, COMMERCE AND SCIENCE

COLLEGE, SHRIWARDHAN.

PIN - 402110

PH NO - 02147 223333

(ISO: 9001-2000 Certified)

GUIDANCE BY:

MRS. NAZARE K. S.

(SUBJECT TEACHER)

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 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:-

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 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 company’s 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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mediacentre.hul@unilever.com

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.

Fragrance : - Lux Strawberry & Cream, Lux Peach & Cream, Lux
Festive Glow with Honey, Lux Creamy White,
Sandle, Almond, Fruit Extracts…

Features of Soap :
1. This Soap is available in different verities.
2. The consumers have most choice for this soap
3. consumer more attract for packing & packaging of this soap

Details of Product Range :

Weight Price
38 gm 5/-
100 gm 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 :- Pink, White,
Flavour :- Vivel Young Glow, Vivel Satin Soft, Vivel Sandal
Sparkle, Vivel Ayurveda Essence, Vivel Silk Spring

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Features of Product :
1. Fragrance of this soaps is very nice compare to modern soaps
2. Company uses the ayurvedic Experiment in soap.
3. Modern consumer attracts this soap, especily girls.

Details of Product Range :

Weight Price
60 gm 10/-
100 gm 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 :- Red, white, Orange
Flavour :- Naturepure, Activfresh,
Features :-
1. This is the red medicated soap that everyone remembers.
2. It evokes a very fresh, clean, healthy aroma.
3. It is a pure anti-bacterial soap with excellent skin cleaning and
cleansing properties.

Details of product Range :

Weight Price
38 gm 5/-
100 gm 18/-

Dettol

Company Profile :

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 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 :- Orange, White, Bleu, Yellow.etc
Flavour :- Original, Skincare, Cool, Fresh, etc…
Features :-
1. With classic dettol fragrance.
2. 10time better protection against wide range of germs.
3. improved formulation for everyday use

Weight Price
35 gm 07/-
70 gm 18/-

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 2. Research Methodology

Title : “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:

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 • 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 to

Meet 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 Non Probability Method

1. Simple Random Sampling 1. Accidental Sampling

2. Systematic Sampling 2. Convenience Sampling

3. Stratified Random Sampling 3. Judgment Sampling

4. Cluster Sampling 4. Purposive Sampling

5. Area Sampling 5. Quota Sampling

6. Multistage & Multiphase 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 Soap

The 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 it’s 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 featured
in 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 soap comes with the
combination of moisturising crème and
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 Lifebuoy’s 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. Aditya’s 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, Radhika considers it an
attractive buy.

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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 Analysis
Name Lux Vivel Lifebouy Dettol
Weight 100gm 100gm 100gm 70gm
Price 18/- 12/- 15/- 18/-
Weight 38gm 60gm 38gm 37gm
Price 5/- 10/- 5/- 7/-

 Sales promotion techniques

• LUX
1. 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. Heavy Advertising expenditure on product Promotion
3. 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 complaint was registered by Mumbai Grahak
Panchayatwith the National Consumer Disputes Redressal
Commissionstating that the advertisement offering gold coins misled
theconsumers.The ad campaign claims that 9,000 gold coins have
beeninserted..
• VIVEL
1. 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,

• LIFEBUOY
1. 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)

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 • DETTOL
1. 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 Motives

Motivating factors are though factors which induces the consumers to

purchases the product. The analysis of buying motives is indicated bellow.

Love factor induces : 15% Consumer Purchases the soap

Pride Factor induces : 05% Consumer Purchases the soap

Safety Factor induces : 80% Consumer Purchases the soap

Entertainment, Fare,

& Any Other : This Factors are Not induces to

Consumer for Purchases the soaps.

 Statistical Analysis
Sr. No Question Options No of Percentage

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 Respondent
01. Q 01.
Lux 07 35
Vivel 02 10
Lifebuoy 04 20
Dettol 07 35
Any Other 00 --

02. Q 03. Color 11 55

Size 06 30
Style
Any Other 03 15
(Smile)
03. Q 04. Yes 20 100
No 00 --
04. Q 05. Love 03 15
Pride 01 05
Safety 16 80
Entertainment 00 --
Fare 00 --
Any Other 00 --
05. Q 06. Cash 20 100
Credit 00 --
06. Q 11. Yes 01 05
NO 19 95
07. Q 12. Yes 00 --
No 20 100

08. Q 13. Yes 00 --

No 20 100
09. Q 14. Yes 16 80
No 04 20

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 10. Q 20. Yes 17 85
No 03 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
consumer’s 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 Soap’s 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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