COMPARATIVE STUDY OF SOAPS OF HUL, P&G, GODREJ, NIRMA AND JOHNSON & JOHNSON

A SUMMER TRAINING PROJECT REPORT Submitted B !SHITI" #M$B$A B%t&' ())*+,,I. /%0ti%1 2u12i11me.t 32 t'e 0e4ui0eme.t5 32 t'e de60ee 32
MASTER OF BUISNESS ADMINISTRATION SUBMITTED TO:CORPORATE GUIDE:M0$ AN!UR CHA7LA T.S.O. Ghaziabad ACADEMIC GUIDE:M0$ ASIM ROY Assistant professor Department of Management studies SRM University Delhi Meerut Road! Si"ri #alan! Modinagar! Ghaziabad.

SRM UNIVERSITY NCR CAMPUS

DECLARATION

$! Kshitiz! M%A programme! SRM University! bat&h of '(() '(** do hereby solemnly de&lare that this dissertation is an original +or" of mine and this has not been submitted to any other institute,University to+ards any other degree,diploma. -hatever information furnished in this pro.e&t report is true to the best of my "no+ledge.

KSHITIZ DATE:

AC!NO7LEDGEMENT
Business World is very mu ! om"e#i#ive $nd movin% &$s# 'i#! lo#s o& !$n%es every minu#e in s#r$#e%ies $nd "oli ies o& m$r(e#)

T!is 'or( is $ syner%is#i "rodu # o& m$ny minds) I $m %r$#e&ul &or #!e ins"ir$#ion $nd 'isdom o& m$ny #!in(ers $nd &or #!e #r$ns*%ener$#ion$l sour es $nd roo#s o& #!is 'isdom)

I# !$s +een $ %re$# o""or#uni#y #o under#$(e rese$r ! on #!e su+,e # C3m/%0%ti8e 5tud 32 S3%/5 32 HUL, P&G, G3d0e9, Ni0m% %.d J3'.53. & J3'.53.$ No $moun# o& 'ords $n e-"ress #!e +enevolen e $nd su""or#ive !el" %iven #o me +y my %uide M0$ ASIM RAY #F%&u1t , M%.%6eme.t-$ I $m $lso e-#remely %r$#e&ul #o D0$ N$C$ B%.5%1, H$O$D$, De/%0tme.t 32 M$B$A$ SRM U.i8e05it , NCR C%m/u5, M3di.%6%0, $ I $lso '$n# #o #!$n( my &$mily mem+ers &or #!eir %uid$n e $nd su""or# in #!e om"le#ion o& #!is "ro,e # su ess&ully) .$s# +u# no# le$s# I e-#end my %r$#i#ude #o $ll #!e "eo"le '!ose ons#$n# %uid$n e $nd su""or# m$de #!e om"le#ion o& #!is "ro,e # $ mu ! more enri !in% e-"erien e) I !o"e #!is "ro,e # 'ould +e li(ed $nd $""re i$#ed +y &$ ul#y mem+ers $nd s#uden#s)

CERTIFICATE TO WHOM IT MAY CONCERN

This is to &ertify that Sri Kshitiz! of bat&h '(() '(** has &ompleted his summer training report and duly submitted it after my approval.

Mr. Asim Ray Assis a! Pr"#$ss"r SRM U!i%$rsi y& M"'i!a(ar Da $:

TABLE OF CONTENTS 1) 2) /) 0) 2) 1e l$r$#ion A (no'led%men# Com"$ny er#i&i $#e Colle%e er#i&i $#e E-e u#ive summ$ry In#rodu #ion In#rodu #ion o& 3MCG Com"$ny "ro&ile Indi$n so$" m$r(e# O+,e #ive o& Pro,e # 5) 4) 7) 6) 18) 11) 12) Rese$r ! me#!odolo%y 1$#$ An$lysis 3indin%s o& S#udy Su%%es#ions $nd Re ommend$#ions Con lusion Bi+lio%r$"!y 9ues#ionn$ire 44 46 61 18/ 180 182 185 184 1 / i ii iii iv v

E:ECUTIVE SUMMARY
Pro,e #s $nd rese$r ! 'or(s $re in#e%r$l "$r# o& $ $demi urri ulum) 1urin% #!e "ro ess $

s#uden# %e#s $n o""or#uni#y #o s#udy #!e m$r(e# s en$rio $nd se# #!e "r$ #i $l $s"e #s o& #!eory '!i ! m$(es #!e on e"# le$r) T!is is $n ou# ome o& #!e rese$r ! 'or( $nd s#udy o& m$r(e# #!$# under#$(en on #!e su+,e # rel$#ed #o :C3m/%0%ti8e 5tud 32 S3%/5 32 HUL, P&G, G3d0e9, Ni0m% %.d J3'.53. & J3'.53.; &or #!e "$r#i$l &ul&illmen# o& M$s#er o& Business Adminis#r$#ion) T!e "ro,e # is done 'i#! #!e o+,e #ive #o s#udy #!e Pur !$sin% Pro edure o& so$"s) T!is s#udy $nd rese$r ! is $lso #o unders#$nd #!e v$lue o& s$les $nd $ds "romo#ion $m"$i%n so $lso #!e "er e"#ion o& so$"s users $nd i#s ir ul$#ion "o'er) T!is "ro,e # !$s +een $n$ly;ed +y mee#in% $ "ro"er num+er o& so$" users in NCR re%ion +y dire # in#ervie's $nd <ues#ionn$ire me#!od) e-"erien e #o "er&orm #!is ,o+) My de#$iled rese$r ! $nd $n$lysis !$s +een &ollo'ed in $ se<uen#i$l m$nner) I# !$s +een "resen#ed !ere+y) I# !$s +een <ui#e e- i#in% $nd en,oyin%

INTRODUCTION

INTRODUCTION
FMCG 3MCG re&ers #o 3$s# Movin% Consumer Goods= re<uiremen# &or d$ily or &re<uen# use) Ty"i $lly= $ onsumer +uys #!ese %oods $# le$s# on e $ mon#!)

T!e se #or overs $ 'ide %$mu# o& "rodu #s su ! $s de#er%en#s= #oile# so$"s= #oo#!"$s#es s!$m"oos= re$ms= "o'ders= &ood "rodu #s= on&e #ioneries= +ever$%es= i%$re##es)

Ty"i $l !$r$ #eris#i s o& 3MCG "rodu #s)

Individu$l i#ems $re o& sm$ll v$lue) Bu# $ll 3MCG "rodu #s "u# #o%e#!er $ oun# &or $ si%ni&i $n# "$r# o& #!e onsumer>s +ud%e#)

T!e onsumer (ee"s limi#ed inven#ory o& #!ese "rodu #s $nd "re&ers #o "ur !$se #!em &re<uen#ly= $s $nd '!en re<uired) M$ny o& #!ese "rodu #s $re "eris!$+le)

T!e onsumer s"ends li##le #ime on #!e "ur !$se de ision) R$rely does !e?s!e loo( &or #e !ni $l s"e i&i $#ion @in on#r$s# #o indus#ri$l %oodsA) Br$nd loy$l#ies or re ommend$#ions o& reli$+le re#$iler?de$ler drive "ur !$se de isions)

Tr$il o& $ ne' "rodu #s i)e) +r$nd s'i# !in% is o&#en indu ed +y !e$vy $dver#isemen#= re ommend$#ion o& #!e re#$iler or nei%!+ours?&riends)

T!ese "rodu #s $#er #o ne essi#ies= om&or#s $s 'ell $s lu-uries) T!ey mee# #!e dem$nds o& #!e en#ire ross se #ion o& "o"ul$#ion) Pri e $nd in ome el$s#i i#y o& dem$nd v$ries $ ross "rodu #s $nd onsumers)

Com"$ny Pro&ile

18

HUL + BRIEF HISTORY

The &ompany +as in&orporated on */th O&tober! *)00 under the name of 1ever %rothers 2$ndia3 4vt. 1td. 21%$13. $t set up its manufa&turing units in %ombay and 5al&utta an asso&iated &ompany viz.! 6industan 7anaspati Mfg. 5o. 4vt. 1td. 267M3! +as earlier in&orporated on '/th 8ovember *)0* +hi&h set up a vanaspati fa&tory in %ombay. %oth 1%$1# and 67M +ere +holly o+ned subsidiaries of Unilever 1td.! 1ondon! U.#. 67M later a&9uired three more vanaspati fa&tories at Shamnagar 2-est %engal3! Tir&hirapalli 2Tamil 8adu3 and Ghaziabad 2U.43 $n order to mar"et the toilet preparations manufa&tured by 1%$1 or imported from Unilever &ompanies! a mar"eting &ompany under the name United Traders 4vt. 1td. 2UT13 +as in&orporated on **th may! *)0: as a +holly o+ned subsidiary of 1%$1. $n *);;! the management of 1%$1 and 67M +as integrated. $n 8ovember *):<! 67M and t+o small asso&iated &ompanies viz. -illiam Gossage = Sons 2$ndia3 4vt. 1td and >oseph 5rossfield = Sons 2$ndia3 4vt. 1td.! +hi&h +ere +holly o+ned subsidiaries of Unilever 1td.! +ere amalgamated +ith 1%$1 and the name +as &hanged to 6industan 1ever 1td. ?rom '0rd O&tober! *):< a&tivities of UT1 +ere ta"en over by its holding 5ompany 1%$1. -ith the amalgamation of business under one &ompany! $ndian &apital +as introdu&ed in this integrated business in *):<. 6U1 has been gro+ing very rapidly! espe&ially in *))< the gro+th +as @@.<A 6U1 be&ame the se&ond private &ompany in $ndia after Relian&e $ndustries to &ross the Rs *(((( &rore mar" in *))@. At present itBs valued at Rs. **/<;.0* &rore. * $ts rapid gro+th has given 6U1 pla&e in the top :&ompanies regularly in annual %T :(( survey. This huge su&&ess has &ome due toC

11

Merger +ith 4onds $ndia 1imited 1aun&h of ;( ne+ produ&ts Doubling of rural distribution net+or" from :(!((( to one la"h villages

n present situation to address the DThe soprano problemD! advertisers resort to shado+ advertisement +here the produ&ts be&ome endemi& to the setting of the sho+. -here the produ&ts are sho+n being &onsumed or brand name is eEhibited in the ba&"ground. $n $ndia! the first shado+ advertisement +as used in movie D%obbyD +here motor&y&le DRa.dootD +as advertised. Re&ently! there +as shado+ advertisement of 5o&a 5ola in 6indi blo&"buster D#aho 8a pyar haiD. %ut the problem +ith shado+ advertisement is that positioning message of the produ&t &anFt be &onveyed to &onsumers. 6en&e! the &on&ept of shado+ advertisement &an be eEtended further so that the theme of the advertising +ould be&ome endemi& to entertaining sho+. This +ould be no more eE&lusive advertising. Rather! advertising +ill be a part of the entertainment. %ut this has to be done in a deli&ate manner so that the information about the produ&t is passed on to the vie+ers +ithout disturbing the entertaining element of the sho+. $f this su&&eeds! that +ould be a great brea" through for advertisement.

12

INDIAN SOAP MAR!ET

1/

HUL

Bindus#$n .ever .imi#ed @BU.A is Indi$>s l$r%es# &$s# movin% onsumer %oods om"$ny 'i#! le$ders!i" in Bome $nd Person$l C$re Produ #s $nd 3oods C Bever$%es) BU.>s +r$nds= s"re$d $ ross 28 dis#in # onsumer $#e%ories= #ou ! #!e lives o& #'o ou# o& #!ree Indi$ns)

I& Bindus#$n .ever s#r$ddles #!e Indi$n or"or$#e 'orld= i# is +e $use o& +ein% sin%le minded in iden#i&yin% i#sel& 'i#! Indi$n $s"ir$#ions $nd needs in every '$l( o& li&e)

BU. is #!e m$r(e# le$der 'i#! 26D o& s!$re &ollo'ed +y Godre,) O#!er m$,or "l$yers> $re Nirm$ .#d)= Col%$#e P$lmolive .#d) Ben(el S"i Indi$ .#d)

10

T!e so$" m$r(e# is no# only se%men#ed on #!e +$sis o& "ri e $nd +ene&i#s +u# even $ r$n%e o& emo#ions 'i#!in #!$# ou#linin% &r$me 'or() 3or sim"li i#y so$" m$r(e# $n +e divided in#o &our $#e%ories)

,$

E&3.3m <Fu.&ti3.%1 b0%.d I# om"rise o& /2D o& #!e m$r(e#) T!e red $r+oli $(es $re lo' "ri e %erm (illers) T!e

n$mes o& &e' o& #!e &un #ion$l +r$nds $re OE= Nirm$ +$#! $nd .i&e+uoy) T!e "ri es o& #!is +r$nd so$"s r$n%e &rom Rs) 2 #o Rs) 7 "er 42 %ms) ($ P3/u1%0 53%/5 T!e +i%%es# s!$re in #!e so$" m$r(e#= "o"ul$r so$" !$ve $ m$r(e# s!$re o& 22D) T!e "ri e o& #!is $#e%ory o& so$"s r$n%es &rom Rs) 7*12 &or $ 42 %m $(e) E$ ! so$" '$n#s #o "osses $ s"e i$l +ene&i# li(e &r$%r$n e= &res!ness e# ) =$ P0emium 53%/5 I# om"rises o& 4D o& #!e #o#$l m$r(e#) Premium +r$nds $re "ri ed in Rs) 12*/8 r$n%e &or 42 %m $(e) Peo"le $re 'illin% #o "$y more &or #!is $#e%ory o& so$" $nd sever$l o#!er +r$nds !$ve s"e i$l rel$#ions!i" $nd "eo"le) Some o& #!e "remium +r$nd rollin% m$r(e# on e Cin#!ol ul#im$#e= .u- In#ern$#ion$l= P$lmolive e-#r$ $re= .e S$n y= 1e##ol= e# ) #o n$me $ &e') >$ Su/e0 /0emium 53%/5 ? T!is $#e%ory so$" is #!e mos# #inies# "$r# in #!e so$" m$r(e# $nd !$ve $ s!$re o& only 20D o& #!e #o#$l so$" m$r(e#) T!e "ri e r$n%e s#$r#s &rom Rs) /8 $nd $+ove &or 42 %m)

12

M%0@et S'%0e #S3%/-

/A 0A 0:A G&onomy 4opular 4remium Super 4remium

::A

T!e e onomy so$" ons#i#u#e /2D o& m$r(e# s!$re= "o"ul$r so$" ons#i#u#e m$,or "or#ion o& m$r(e# s!$re= 22D #!en "remium $nd su"er "remium ons#i#u#e 4D $nd /D res"e #ively)

15

Se%men#$#ion o& so$" on #!e +$sis o& "ri e

;A

*(A

Rs. 5-8 Functio nal Rs. 9-12 P o pular Rs. 13-30 P remium Rs. 30 abo ve supre P remium

;0A ;0A

3rom #!e $+ove &i%ure= i# is very mu ! le$r #!$# mos# o& #!e #oile# so$"s $v$il$+le in Indi$ &$ll in#o #!e $#e%ory o& "o"ul$r $nd "remium so$"s= +o#! o& #!ese %rou"s $ oun#s 0/D= &un #ion$l so$"s $ oun#s 18D $nd #!ere is sm$ll "er en#$%e &or #!e su"er "remium so$"s)

14

Li5t 32 53%/5 Ait' t'ei0 5e6me.t5 %.d /0i&e5 #/0i&e5 BC+,)) 6m5$-

Fu.&ti3.%1 <E&3.3m R5$ C+D Bree;e J$i P$lmolive N$#ur$l .i&e+uoy

P3/u1%0 R5$ *+,( Nim$ MedimiB$m$m Re-on$ Boroso&# M$r%o .iril Neem 3$ir Glo' Cin#!ol

P0emium R5$ ,=+=) P$lmolive E-#r$ .u- S(in C$re Pe$rs Nevi$ Jo!nson B$+y So$" 1oy Jo!nson Eids 1enim 3$ P$r( Avenue

Su/e0 P0emium R5$ =, %.d %b38e 1ove

Se6me.t%ti3. 32 53%/ 3. t'e b%5i5 32 TFM #T3t%1 F%tt M%tte05 - &3.te.t5

17

;A

*(A Rs. : @ ?un&tional Rs. ) *' 4opular

;0A ;0A

Rs. *0 0( 4remium Rs. 0( above Super 4remium

TFM E)+ECF MedimiP$lmolive n$#ur$l .i&e+uoy

TFM EE+B)F J$i .uNeem

TFM B,+BCF Bree;e B$m$m Re-on$ .i&e+uoy %old .iril Pe$rs 1enim

TFM BE+D)F 1ove Nim$ 3$ir%lo' Boroso&# 1e##ol Cin#!ol Nevi$ .u- S(in C$re P$lmolive E-#r$ $re P$r( $venue

16

1oy 3$ Jo!nson B$+y so$" Ar$mus(

28

Peo"le '!o '$n#s n$#ur$l "rodu #s Medimi-

B$m$m

M$r%o

Neem

Re-on$

Boroso&#

P$lmolive

So$"s '!i ! $re %ener$l #o $ll 1e##ol

B$m$m

M$r%o

.i&e+uoy

So$"s '!i ! 'ere l$un !ed s"e i$lly &or men

21

Cin#!ol

P$r( Avenue

3or (ids $nd !ildren Jo!nson +$+y so$"

Jo!nson (ids

1oy

3or 'omen s"e i$lly .u- s(in $re

Pe$rs

Nevi$

1ove

P$lmolive e-#r$ $re

3$ir%lo'

Re-on$

Nim$

Boroso&#

22

Bree;e

HINDUSTAN UNILEVER LIMITED

2/

Bree;e s en# m$%i is #!e so$" '!i ! &ul&ills #!e $s"ir$#ions o& 'omen o& rur$l Indi$) Bree;e !$s o&&ered #!em F+e$u#y $# $n $&&ord$+le "ri e= m$(in% #!em loo( $nd &eel +e$u#i&ul)

Rese$r ! $nd onsumer visi#s !$ve s!o'n #!$# #!e desire &or %re$# &r$%r$n e &e$#ured !i%!es# in #!e d$ily +e$u#y re%ime o& dis oun# so$" users) Bree;e e-"lores #!is #!rou%! #!e

"ro"osi#ion o& s en# in $ so$" s en# ($ ($m$l$= $+ s$+um mein> $nd e-"li i#ly "ro"$%$#es #!e +r$nd "romise o& #!e B$mes!$$ Eu !! e-#r$) I# delivers $ll #!is $nd s#ill m$# !es onsumer>s needs in #erms o& "ri e $nd <u$n#i#y o&&ered s#$yin% #rue #o i#s 'ord)

Bree;e !$s +een enri !ed 'i#! 16 s"e i$l s en# oils= '!i ! ensure #!$# one smells %ood &or $ lon% #ime #!ou%! #!e d$y) In#rodu ed in v$ri$n#s li(e s en# m$%i = s en# m$%i lime= $nd s en# m$%i s$nd$l= Bree;e s#rives #o'$rds &ul&illmen# #!e om"$ny>s mission o& +ein% inven#ive in re$#in% v$lue)

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B0%.d N%me ? B0eeGe Ab3ut t'e B0%.d ? Ori%in$lly l$un !ed in 1676= Bree;e is #od$y "er eived #o +e $ %ood v$lue &or money +r$nd G 'i#! ou#s#$ndin% sensory e-"erien e) I#s s#ren%#!s $re i#s &r$%r$n e= l$#!er $nd #!e so&# &eelin% i# !$s on #!e s(in) T%06et H Bree;e is $ m$ss m$r(e# so$" #!$# sells in #!e e onomy se%men#) I# #$r%e#s #o #!e "eo"le '!o '$n#s #o &eel &r$%r$n e durin% #!e +$#!) P35iti3.i.6 H Bree;e is "osi#ioned &or !er '!o onsidered i# $s more #!$n ,us# so$") I# is= in &$ #= !er +e$u#y $id= !er only osme#i = $nd one #!$# s!e $n $&&ord) S!e re%$rds Bree;e $s !er only '$y o& &ul&illin% !er dre$m o& loo(in% +e$u#i&ul)

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B0%.d N%me?+ D38e Ab3ut t'e B0%.dH*1ove so$"= '!i ! '$s l$un !ed +y Uniliver in 1624= !$s +een $v$il$+le in Indi$ sin e 1662) I# "rovides $ re&res!in%ly re$l $l#ern$#ive &or 'omen '!o re o%ni;e #!$# +e$u#y is no# sim"ly $+ou# !o' you loo(= i# is $+ou# !o' you &eel) T%06et?+ I# #$r%e#s s"e i$lly 'omen o& ri ! l$ss) P35iti3.i.6?+ 1ove is +ein% "osi#ioned $s $n $l($line su+s#$n e &ree so$" 'i#! one &our#! mois#uri;er &or !i%!ly sensi#ive s(in) P0i&e?+ R5$ >C #,))6m5$Ad8e0ti5i.6 3b9e&ti8e?+ #o in&luen e #!e ri ! 'omen '!o '$n#s mois#uri;er no# #!e so$"s) Ad8e0ti5eme.t 5t0%te6 H* I# "ro,e # i#sel& $s no# $ so$" +u# $s mois#uri;er) S%1e5 /03m3ti3.?+ Rs) 18 o&&) A8%i1%b1e 0%.6e & 5iGe H 188 %ms

25

B0%.d N%me H HAMAM Ab3ut t'e B0%.d H I# is $ "rodu # &rom BU. T%06et H I# #$r%e#s #o #!e middle l$ss Indi$n 3$mily) P35iti3.i.6 H I# "osi#ioned $s $ &$mily so$" 'i#! n$#ur$l in%redien#s) P0i&e H Rs) 18 @188 %msA Ad8e0ti5i.6 3b9e&ti8e H I# is #o em"!$sis on #!e n$#ur$l <u$li#y o& #!e so$") Ad8e0ti5eme.t St0%te6 H I# "ro,e # $s $ n$#ur$l "rodu # &or every Indi$n middle l$ss &$mily) S%1e5 P03m3ti3. H No s !eme A8%i1%b1e 0%.6e & 5iGe H 188 %ms

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B0%.d N%me ? Li2ebu3 Ab3ut t'e B0%.d ? .$un !ed in #!e ye$r 1762= .i&e+uoy= &or over $ 188 ye$rs= !$s +een synonymous 'i#! !e$l#! $nd v$lue) T%06et H T!e ne' .i&e+uoy is #$r%e#ed $# #od$y>s dis ernin% !ouse'i&e 'i#! $ more in lusive :&$mily !e$l#! "ro#e #ion &or my &$mily $nd meI "osi#ionin%) P35iti3.i.6 H .i&e+uoy !$s m$de $ deli+er$#e s!i&# &rom #!e m$le= vi #orious on e"# o& !e$l#! #o $ '$rmer= more vers$#ile= more res"onsi+le +ene&i# o& !e$l#! &or #!e en#ire &$mily) B0%.d N%me H .i&e+uoy In#ern$#ion$l Gold Ab3ut t'e B0%.d H T!e +r$nd '$s l$un !ed +y Bindus#$n .evel .#d) T!is so$" is no# $ red $r+oli so$" $s .i&e+uoy norm$lly is) T%06et H I# #$r%e#s #o #!e every Indi$n &$mily s#$r#in% middle l$ss) P35iti3.i.6 H I# "osi#ioned $s $ &$mily $ so$" P0i&e H Rs) 18) Ad8e0ti5eme.t 5t0%te6 H T!e s#r$#e%y #!ey &ollo'ed '$s #o em"!$sis on #!e <u$li#y $s"e # o& #!e so$" $s 'ell $s #!e olour o& #!e so$" $s i# is #o#$lly $ '!i#e in olour)

27

B0%.d N%me H LIRIL Ab3ut t'e B0%.d H Produ # &rom BU.) T%06et H i# #$r%e#s #o #!e 'omen o& u""er middle l$ss P35iti3.i.6 H Posi#ioned $s $ +e$u#y so$" &or &em$le) P0i&e H Rs) 12 Ad8e0ti5i.6 3b9e&ti8e H To "o"ul$ri;e #!e +r$nd +y usin% +e$u#i&ul model) Ad8e0ti5eme.t St0%te6 H I# "resen#ed #!e so$" $s $ "rodu # &or 'omen '!o doesn># %$ve i# u" in $ny ondi#ion) S%1e5 P03m3ti3. H No s !eme) A8%i1%b1e R%.6e & SiGe H .iril .ime= .iril A<u$ @42 %msA

26

B0%.d N%me ? LuH A+ou# #!e Br$nd H .u- is one #!e +i%%es# +r$nds in #!e so$" $#e%ory) .u- '$s l$un !ed in Indi$ in #!e ye$r 1682) A uni<ue so$"= '!i ! "ro#e #s #!e s(in>s &$irness $%$ins# d$r(enin% +y #!e sun) T%06et H .u- #$r%e#s #!e 'omen o& $%e %rou" o& 12*08 !$vin% #!e mon#!ly &$mily in ome Rs) 18888*28888 '!o $re more on erned $+ou# #$(in% $re o& s(in $nd '$n#s d$;;lin% s(in) I# #$r%e#s $# #!e 'omen &rom #!e middle l$ss $nd $+ove) In s!or#= .u- !$s 'or(ed i# !$rm on millions o& 'omen m$(in% #!eir dre$ms o& +e$u#y ome #rue) P35iti3.i.6 H .u- '$n#s #o "osi#ion i#sel& $s #!e "remium +e$u#y $re "rodu # &or 'omen= '!i ! %ives #!em %lo'in% s(in $nd 'ill !el" in #$(in% $re o& di&&eren# #y"e o& s(in) .u"osi#iones $s $ 3ilmi Si#$ron ($ Sound$ry$ S$+unI P0i&e H 10 Ad8e0ti5i.6 3b9e&ti8e H T!e $dver#isin% o+,e #ives o& BU. &or .u- $re #o over v$s# $re$ @'!ole o& Indi$A $nd in&luen e 'omen &rom /28 million middle l$ss &$mily #o use .u$ ordin% #o #!e #y"e o& s(in &or r$di$n e or %lo'in% s(in) Ad8e0ti5eme.t St0%te6 H T!e $dver#isin% $%en y res"onsi+le &or .u- is BTA) T!e m$in $im o& BTA is #o "ro,e # .u- $s $ "rodu # &or dre$my 'omen '!o !$ve !er s(in %lo' li(e $ &ilm S#$rs $&#er !er +$#!) T!e re en# model &or #!is $dver#isemen# is Ais!'$ry$ R$i) /8

Br$nd N$me H Pe$rs Ab3ut t'e B0%.d H I# is "rodu # &rom Bindus#$n .iver .imi#ed T%06et H I# +$si $lly #$r%e# #o 'omen &rom $%e %rou" 12*02 P35iti3.i.6 H I# "osi#ions $s $ le$r so$" $s i# on#$ins %ly erin

P0i&e H Rs) 16)28 @42 %msA

Ad8e0ti5i.6 3b9e&ti8e H T!e o+,e #ive is #o "o"ul$ri;e #!e +r$nd Ad8e0ti5eme.t St0%te6 H T!e s#r$#e%y #!ey #oo( '$s #o "ro,e # "e$rs $s $ so$" '!i !

on#$ins :Eu ! ne!inI me$n no !$rm&ul !emi $l) S%1e5 P03m3ti3. H Buy / "e$rs $nd s$ve Rs) 7)28

A8%i1%b1e R%.6e & SiGe H 42 %ms)

/1

OTHER COMPETITORS

/2

B0%.d N%me ? PALMOLIVE E:TRA CARES Ab3ut t'e B0%.d H P$lmolive e-#r$ $re is $ "rodu # &rom s#$+le o& Col%$#e G P$lmolive om"$ny) In#rodu e in 1667 $nd i# '$s $+le #o $"#ure $ m$r(e# s!$re o& 11D o& #!e #o#$l "remium m$r(e# in #!e ur+$n $re$ $ m$inly me#ro $nd semi*me#ro) T%06et H P$lmolive e-#r$ $re $imin% $# u""er middle l$ss 'omen $nd $+ove) I# #$r%e# 'omen &rom $%e %rou" o& 12*08) P35iti3.i.6 H Endorsed +y 3$min$ Miss Indi$ @To" modelA i# "osi#ioned $s #!e e-#r$ s(in $re #$(er= i)e) &or di&&eren# s(in= di&&eren# so$"s $re used) P0i&e H Rs) 10)28 @42 %msA Ad8e0ti5i.6 3b9e&ti8e H T!e $dver#isemen# o+,e #ive o& Gol%$#e P$lmolive .#d) '$s #o "o"ul$ri;e #!e +r$nd $nd #o in&luen e #!e u""er middle l$ss 'omen o& ur+$n $nd semi*ur+$n $re$) Ad8e0ti5eme.t St0%te6 H Rede&&ussion 1y C R '!o is !$ndlin% #!is $ oun# $""ly er#$in s#r$#e%y #o $ !ieve #!e $dver#isemen# o+,e #ive) A8%i1%b1e R%.6e & SiGe ? P$lmolive e-#r$ $re %reen &or norm$l s(in P$lmolive e-#r$ $re '!i#e &or dry s(in= P$lmolive e-#r$ $re "in( &or oily s(in) @42 %ms $nd 122 %msA) //

B0%.d N%me ? FA SOAP Ab3ut t'e B0%.d H T!e s#ren%#! o& #!e &$ so$" is i#s mild &r$%r$n es) T%06et H I# #$r%e#ed #!e 'omen l$ss &rom middle l$ss $nd u"'$rds) P35iti3.i.6 H I# "osi#ion $s $ so$" &or 'omen) P0i&e H Rs) 12 Ad8e0ti5i.6 3b9e&ti8e H T!e $dver#isin% o+,e #ive o& Ben(el Indi$ .#d) #o in&luen e #!e 'omen) Ad8e0ti5eme.t St0%te6 H T!e $dver#isemen# s#r$#e%y is #o "resen# 3$ $s $ so$" &or 'omen '!o '$n#s so&# s(in) S%1e5 P03m3ti3. H No s !eme) A8%i1%b1e R%.6e & SiGe H 42 %ms $nd 122 %ms

/0

B0%.d N%me ? Dett31

Ab3ut t'e B0%.d H I# is $ "rodu # &rom Re (i## Ben (iser) .#d) Target H I# #$r%e#s every u""er Indi$n middle l$ss &$mily) P35iti3.i.6 H I# "osi#ioned $s $ so$" '!i ! m$(es &$mily :Sur$(s!i#I Ad8e0ti5i.6 3b9e&ti8e H I# is #o "resen# 1e##ol $s $ "rodu # &or s(in se uri#y) Ad8e0ti5eme.t St0%te6 H Em"!$sis on Sur$(s!$ "$r# o& de##ol= i)e) :de##ol sur$(s!$I S%1e5 P03m3ti3. H No s !eme)

A8%i1%b1e R%.6e & SiGe H 122 %ms

/2

B0%.d N%me? NIMA Ab3ut t'e B0%.d? I# is #!e "rodu # &rom Nirm$ .#d) T%06et? I# $#ers #o #!e needs o& 'omen o& $%e %rou" o& 15*/8) P35iti3.i.6? I# "osi#ioned $s $ so$" &or 'omen) P0i&e? Rs) 18 Ad8e0ti5i.6 Ob9e&ti8e? To $##r$ # #!e 'omen &rom middle l$ss $nd u"'$rd &$mily) Ad8e0ti5eme.t St0%te6 ? S#r$#e%y '$s #o "ro,e # #!e so$" #!$# ould m$(e 'omen more +e$u#i&ul $nd &eel youn%) S%1e5 P03m3ti3.? No s !eme

A8%i1%b1e R%.6e & SiGe? Nirm$ Rose= Nim$ S$ndel @188 %msA

/5

B0%.d N%me? 3IAMA 1I WI..S Ab3ut t'e B0%.d?) .$un !ed on Se"#em+er 12= 2884= #!e +r$nd '$s #!e se ond #o roll ou# o& ITC>s "erson$l $re s#$+le) I#s USP is #!e +lend o& Jn$#ure $nd s ien eJ $ ross i#s "or#&olio o& "rodu #s= resul#in% &rom &our ye$rs o& in#ensive rese$r ! $# #!e ITC Rese$r ! $nd 1evelo"men# Cen#re in B$n%$lore T%06et? I# #$r%e#s #o #!e 'omen '!o li(es #o #$(e $re o& !er s(in +y in#ense mois#uri;er) I# #$r%e#s 'omen o& $%e %rou" &rom 12*/2) P35iti3.i.6? Posi#ion $s so$" 'i#! n$#ur$l in%redien#s) Ad8e0ti5i.6 Ob9e&ti8e? #o in&luen e #!e 'omen '!o '$n# s#$r %$;in%) Ad8e0ti5eme.t St0%te6 ? Promo#e Wills .i&es#yle 3$s!ion Wee( 2818 '$s $lso s"onsored +y 3i$m$ 1i Wills) S%1e5 P03m3ti3.? !e$vy onsumer s !emes P0i&e? R5$,D A8%i1%b1e R%.6e & SiGe? 128 %ms) /4

B0%.d N%me? JOHNSON BABY SOAP Ab3ut t'e B0%.d? Enri !ed 'i#! Jo!nson>s B$+y Oil= #!is is #!e mildes# %en#les# $nd om"le#ely s$&e so$"= #o use on +$+y>s deli $#e s(in) T%06et? Jo!nson +$+y so$"s #$r%e#s $ll #!e +$+y u"#o #!e $%e o& 2 ye$rs) P35iti3.i.6? I# "osi#ion $s $ so$" 'i#!ou# $ny !$rs! !emi $l $nd 'ill #$(e $re o& +$+y>s sensi#ive s(in) P0i&e? Rs) 2/ Ad8e0ti5i.6 Ob9e&ti8e? To in&luen e #!e "$ren#s $nd '$n#s #!eir +$+y s!ould #$(en $re +y mildes# $nd om"le#ely s$&e so$") Ad8e0ti5eme.t St0%te6 ? T!e m$in $im o& $dver#isemen# s#r$#e%y is #o "ro,e # Jo!nson +$+y so$" 'i#! no s#ron% "er&umes= no olourin% $%en#s or $ny !$rs! !emi $ls #!$# 'ill s#ri" $'$y #!e s(in>s n$#ur$l mi ro+i$l &lor$) C$usin% no $ller%y or irri#$#ion #o +$+y>s s(in) S%1e5 P03m3ti3.? No s !eme is $v$il$+le no') A8%i1%b1e R%.6e & SiGe? 188 %ms) /7

B0%.d N%me? F%i0613A Ab3ut t'e B0%.d? 3$ir%lo' !$s $ uni<ue Bio*e-#r$ # FN$#ur$l O-y*G> #!$# is o& ve%e#$+le ori%in $nd $+solu#ely s$&e) I#s n$#ur$l $ #ion involves redu #ion o& #!e +l$ ( mel$nin in #!e s(in 'i#!ou# !$n%in% #!e s(in>s n$#ur$l +$l$n e) T!e N$#ur$l O-y*G $lso !el"s remove +lemis!es #o %ive #!e user $ smoo#! $nd %lo'in% om"le-ion) 3AIRG.OW #!ere&ore=

"rovides &$irness &or #!e &$ e $nd #!e '!ole +ody 'i#!ou# $ny e-#r$ e&&or#) T%06et? I# #$r%e#s #o #!e every 'omen o& Indi$ '!o '$n#s #o !$ve &$ir*+ri%!# om"le-ion) T!$# is '!y i# '$s one o& #!e #o" su ess&ul +r$nd o& 2881) P35iti3.i.6? I# "osi#ion $s $ +e$u#y so$" 'i#! N$#ur$l O-y*G '!i ! !el" #!e s(in #o redu e +l$ ( mel$nin 'i#!ou# !$n%in% s(in>s n$#ur$l +$l$n e) P0i&e? R5$ ,) Ad8e0ti5i.6 Ob9e&ti8e? T!e o+,e #ive is #o $##r$ # every 'omen o& #!e oun#ry '!o loo(s &or +e##er om"le-ion) Ad8e0ti5eme.t St0%te6 ? I# "ro,e # #!e so$" '!i ! ould m$(e #!e &$ e $nd '!ole +ody more &$irer 'i#!ou# $ny e-#r$ e&&or# $nd %ive #'in $dv$n#$%e o& le$n $nd &res! +$#!) S%1e5 P03m3ti3.? No s !eme is %iven) A8%i1%b1e R%.6e & SiGe? 42 %ms $nd 122 %ms)

/6

B0%.d N%me? NE7 CINTHOL S!IN FRESH Ab3ut t'e B0%.dH NE7 CINTHOL S!IN FRESH is $ uni<ue #oile# so$" 'i#! Or$n%e e-#r$ #s '!i ! %ives &res!ness $lon% 'i#! s(in $re) Or$n%e is $n in%redien# (no'n &or i#s s(in +ene&i#s sin e #imes immemori$l $nd CINTHOL S!IN FRESH o&&ers #!e s$me +ene&i#s in #!e &orm o& so$" &or $ 3res! $nd .ively s(in #o $ll i#s onsumers) T%06et? 3irs# i# #$r%e#ed #o #!e men no' #!e ne' Cin#!ol S(in 3res! #$r%e#s #o #!e $ll "eo"le &rom youn% #o old) P35iti3.i.6? I# "osi#ion i#sel& $s #!e +e$u#y so$" '!i ! (ee"s #!e "eo"le &res!) Ad8e0ti5i.6 Ob9e&ti8e? T!e o+,e #ive is #o in&luen e $ll #!e "eo"le '!o $l'$ys #ry #o (ee" #!emselves &res!) Ad8e0ti5eme.t St0%te6 ? T!e $dver#isemen# s#r$#e%y is #o "ro,e # ne' Cin#!ol S(in 3res! so$" $s $n elemen# o& &res!ness $s 'ell $s le$nin%) A8%i1%b1e R%.6e & SiGe? Cin#!ol Re%ul$r @188 %msA= Cin#!ol In#ern$#ion$l .ime @188 %msA= Cin#!ol .ime 3res! @42 %ms= 122 %ms)A)

08

OBJECTIVE OF THE STUDY

01

OBJECTIVE OF THE STUDY

S#udy #!e om"$r$#ive s#udy o& BU.= PCG= Nirm$= Jo!nson C Jo!nson $nd Godre, in res"e # o& Pri e= Promo#ion $nd onsumer dem$nds) To s#udy #!e m$r(e# s!$re o& BU. in G!$;i$+$d #erri#ory) T!e !e ( ou# #!e !o' mu ! "o"ul$#ion uses BU. o& PCG "rodu #s) To $n$lysis #!e s$les #rend in #!ree ye$rs)) My rese$r ! o+,e #ive is #o do #!e survey o& sm$ll s$m"les in v$rious "$r#s o& G!$;i$+$d $nd &ill u" #!e 9ues#ionn$ire +y #!em) To s#udy #!e onsumer +e!$vior "$##ern in G!$;i$+$d) My rese$r ! o+,e #ive is #o m$(e ou# #!e rese$r ! &or #!e om"$nies 'i#! #!e less e-"endi#ure on #!e rese$r ! "ro ess 'i#! #!e m$-imum $moun# o& "ro&i# +y #!e rese$r ! done) To !e ( ou# '!i ! one o& #!e om"$ny e-"$nds more money on #!eir $dver#isemen#) To s#udy #!e &u#ure s#r$#e%ies o& BU. &or G!$;i$+$d #erri#ory

02

RESEARCH METHODOLOGY

0/

RESEARCH METHODOLOGY
C1%55i2i&%ti3. 32 M%0@eti.6 Re5e%0&' @B$sed on su+,e # o& rese$r !A T!e v$rious m$r(e#in% rese$r ! "ro+lems $n +e l$ssi&ied +$sed on su+,e # m$##er o& rese$r ! $s s!o'n +elo'H

Rese$r ! on "rodu #s Rese$r ! on m$r(e# Rese$r ! on onsumer Rese$r ! on $dver#isin% $nd "romo#ion Rese$r ! on dis#ri+u#ion Rese$r ! on "ri e Rese$r ! on om"e#i#ion Rese$r ! on s$les

T!is "ro,e # !$s &ollo'ed $ll #!e $+ove ri#eri$>s $nd &ollo'in% #!in%s $re #$(en in#o onsider$#ion &or #!e "re"$r$#ion re"or# H

00

Re5e%0&' De5i6. A rese$r ! desi%n is "urely $nd sim"ly #!e &o us o& #!e s#udy in on s#udyin% #!e +$nner $dver#isin% is on lusive in n$#ure #!$# %uides #o #!e olle #ion $nd $n$lysis o& d$#$) T!e des ri"#ive rese$r ! desi%n !$s +een used in #!is "ro,e #= +e $use onsumer>s &eed+$ ( '$s ne ess$ry &or o+#$inin% #!e d$#$) D%t% 53u0&e5 Prim$ry d$#$ '$s olle #ed +y #!e <ues#ionn$ire +$sed m$r(ed survey) Se ond$ry d$#$ '$s o+#$ined &rom ,ourn$ls= m$%$;ines ne's"$"ers= +oo(s $nd #!e in#erne#) Re5e%0&' I.5t0ume.t 3or doin% #!e survey rese$r != s#ru #ured <ues#ionn$ire 'i#! +o#! o"en ended $nd lose ended <ues#ions 'ere used) M3de 32 Su08e T!e mode o& survey '$s "erson$l in#ervie' 'i#! #!e res"onden#s durin% #!e &illin% u" o& #!e <ues#ionn$ire) S%m/1i.6 T!e s$m"lin% used &or #!is s#udy '$s "ro+$+ili#y s$m"lin%) Sin e #!e s#udy is only me$n# &or er#$in s"e i&i $#e%ories 'i#!in #!e #o#$l "o"ul$#ion= $ s#r$#i&ied r$ndom s$m"le '$s used)

T!ree %rou"s o& $#e%ories !$ve +een #$(en in#o $ oun# vi;) s#uden#s "ro&ession$ls $nd %ener$l "u+li ) S%m/1e SiGe 02

A s$m"le si;e o& 128 res"onden#s is used &or #!e s#udy) S%m/1e U.it T!is s#udy '$s +$si $lly $n o"inion survey o& #!e m$le o& &em$le in $#e%ory o& s#uden#s= "ro&ession$ls $nd se #ion A= B= C C "eo"le) P1%&e 32 5tud T!e s#udy $nd survey is done in n$#ion$l $"i#$l re%ion only)

05

COMPARISON OF MAR!ET SHARE OF HUL, P&G, GODREJ, NIRMA, AND J&J

*(A *'A

;A 611 4=G Godre. 8irma >ohnson = >ohnson

:)A *:A

A2te0 0e5e%0&' d3.e b me I %.%1 Ge t'%t t'e m%0@et 5'%0e5 32 t'e HUL /03du&t5 A%5 60e%te0 t'%. 3t'e0 &3m/%.ie5, A'i&' 5'3A5 t'%t t'e %&&e/t%.&e 32 HUL /03du&t5 %0e m30e b &3.5ume0$

T!e "er en#$%e o& m$r(e# s!$res $re $s &ollo'H* T!e m$r(e# s!$re o& BU. is 26D o& #!e #o#$l o& onsumed "rodu #s) T!e m$r(e# s!$re o& PCG is 12D o& #!e #o#$l o& onsumed "rodu #s) T!e m$r(e# s!$re o& GO1REJ is 12D o& #!e #o#$l o& onsumed "rodu #s) 04

T!e m$r(e# s!$re o& NIRMA is 18D o& #!e #o#$l o& onsumed "rodu #s) T!e m$r(e# s!$re o& JOBNSON C JOBNSON is 0D o& #!e #o#$l o& onsumed "rodu #s)

T!ere&ore BU. is onsidered $s #!e one o& #!e mos# +r$nded $nd reli$+le om"$ny $nd #!e "rodu # $re &re<uen#ly $ e"#ed $nd used +y e$ ! $nd every $#e%ory o& onsumer) And #!e BU. "u# i#s $ll e&&or# #o m$in#$in i#s s#$nd$rd 'i#! res"e # #o "ri e $nd #!e <u$li#y o& #!e "rodu #s)

07

2)

T!e +r$nds %ener$lly dem$nded +y #!e onsumer) I) II) III) IK) BU. dem$nded $""ro-im$#ely 58D) PCG dem$nded $""ro-im$#ely 12D) NIRMA dem$nded $""ro-im$#ely 12D) JOBNSON C JOBNSON dem$nded $""ro-im$#ely 18D)

/(A <(A :(A ;(A 0(A '(A *(A (A * 4=G demand 2ApproE.3 8irma demanded 2ApproE.3 >ohnson = >ohnson demanded 2ApproE.3 611 demanded 2ApproE.3

06

G0%/'i&%1 0e/0e5e.t%ti3. 32 t'e b0%.d5 dem%.ded b t'e &3.5ume0

1) On #!e <ues#ion #!$# !o' mu ! #!e +r$nd n$me o& #!e so$" is im"or#$n# &or #!e onsumer durin% #!e "ur !$sin% o& #!e so$") Ne$r $+ou# 08D $re $uses $+ou# #!e +r$nd n$mes o& #!e so$"= 22D $re no#= $+ou# 28D used re%ul$r +r$nds $nd 12D o& #!em $re no# $ns'ered)

:(A ;(A 0(A '(A *(A (A Serious about the brands 8ot serious Usually used same brands 8ot ans+ered

28

DATA ANALYSIS
1) A&#er #!e survey @128 s$m"lesA #!e "o"ul$#ion unders#$nds #!e so$" +y i#s +r$nds re%$rded 'i#! <u$li#y) T!e resul#s $reH I /8D (no'n +y #!e om"$ny n$me)

II 02D (no'n +y #!e <u$li#y o& #!e so$") III 18D (no'n +y #!e iden#i&yin% #!e n$me) IK 12D (no'n +y #!e #y"es o& #!e so$"s)

:(A ;(A 0(A '(A *(A (A *

5ompany name Huality of the soap $dentifying name Types of the soap

21

2)

Mos#ly onsumer uses) I II III IK K KI KII KIII IL L BAMMAM 2D 1ETTO. 6D .UL 27D .IRI. 28D BREEME 7D 1OKE /D PEARS 0D .I3EBOUN 1/D NIRMA 10D OTBERS 5D

22

0(A ':A '(A *:A *(A :A (A *

6ammam Dettol 1uE 1iril %reeze Dove 4ears 1ifebouy 8irma Others

2/

/)

T!e individu$l r$#es #!eir "resen# so$" +y #!e &ollo'in% <u$li#ies* I II III IK P$ ($%in% o& so$" 12D Com"$ny n$me 28D Pri e o& #!e so$" /8D All o& #!e $+ove /2D

;(A 0(A '(A *(A (A 4a&"aging of soap 5ompany name All of the above 4ri&e of the soap Series*

20

0)

All #!e individu$ls "re&erred #o !$n%e ne' +r$nd o& #!e so$") I II 3re<uen#ly !$n%es #!e +r$nds 18D R$rely !$n%es #!e +r$nds 08D

I II

Pun #u$l on one +r$nd 02D C!$n%es $ ordin% #o #!e lim$#i si#u$#ion 2D

;(A 0(A '(A *(A (A 4a&"aging of soap 4ri&e of the soap 5ompany name All of the above Series*

22

2)

T!e &$ #ors '!i ! m$(e #!e onsumer #o "ur !$se #!e so$" $s r$#ed) I) II) III IK P$ren# su%%es#ion /2D 3riends su%%es#ion 12D T)K) $dver#isemen# 22D O'ned su%%es#ion 22D

;(A 0:A 0(A ':A '(A *:A *(A :A (A * 4arent suggestion ?riends suggestion T.7. advertisement O+ned suggestion

25

5)

A&#er #!e survey o& 28 s$m"les I $n$lyse #!$# l$r%e &$mily uses*) I) II) III IK K BU. 02D PCG 12D JOBNSON C JOBNSON 18D NIRMA /8D OTBERS 2D

;:A ;(A 0:A 0(A ':A '(A *:A *(A :A (A * 611 4=G >ohnson = >ohnson 8irma Others

24

4)

A&#er #!e survey o& 28 s$m"les I $n$lyse #!$# sm$ll &$mily uses*) I) II) III IK K BU. SOAPS /8D PCG 12D JOBNSON C JOBNSON 28D NIRMA /8D OTBERS 2D

0:A 0(A ':A '(A *:A *(A :A (A * 611 Soaps 4=G 8irma >ohnson = >ohnson Others

27

7)

In #!e "remium se%men#$#ion o& #!e so$" #!e ri ! "eo"le uses* I) II) III IK Pe$rs /8D 1ove 22D C$mey 18D 1oy 2D

<(A :(A ;(A 0(A '(A *(A (A * 4ears Dove 5amey Doy

26

PRODUCT DIFFERENTIATION
Produ # di&&eren#i$#ion is $"$r# o& m$r(e#in% #ools so i# is very ommon in 3MCG se #or $lso) 1i&&eren#i$#ion me$ns v$ri$#ion o& "rodu # +y me$ns o& &orm= &e$#ure= s#yle $nd m$ny more) T!e "rodu # di&&eren#i$#ion '!i ! o ur in so$" indus#ries $re $s &ollo'sH

3ORMH Some so$" $re ov$l some $re re #$n%ul$r $nd some $re $lmond s!$"e some $lso !$ve #!e s!$"e o& $nim$ls= some &ound in 42 %ms= $nd some $re 122 %ms $nd $re &ound 128 %ms)

3EATUREH Some so$"s $re !er+$l= some $re non $l($line $nd $l($line)

PER3ORMANCEH Some so$" mel# less in '$#er $nd some mel# <ui (ly)

PACEAGINGH .i##le so$" is 'r$""ed in "$"er "$ ( $nd li##le so$" is &ound in visi+le "l$s#i "$ ()

58

ADVERTISEMENT E:PENDITURE

Adver#isemen# "l$ys $ vi#$l role in m$r(e#in% o& "rodu #s) 3e' ye$rs> +$ ( #!e r$#io +e#'een $dver#isemen# $nd s$les "romo#ion '$s 48H/8 +u# #!is r$#io !$n%ed dr$m$#i $lly) No' #!e r$#io +e#'een $dver#isemen# $nd s$les is 08H58) I# is +elieved #!$# s$les "romo#ion is e&&e #ive i& i# is +$ (ed +y $dver#isemen#) All #!e m$nu&$ #urer o& 3MCG "rodu # s"en# !u%e money in $dver#isemen#) Ad8e0ti5eme.t EH/e.ditu0e 32 HUL Adver#isin% s"ends in re$sed +y 2 "er en# in CN 2880 unli(e "o"ul$r m$r(e# "er e"#ion #!$# BU. !$d u# +$ ( $d s"end) Bo'ever= #!e om"$ny is no' &o usin% $##en#ion on

r$#ion$li;in% i#s +r$nd "or#&olio &rom 118 #o /8)

Rs in mm Adver#isin% $nd Promo#ions S$les D o& S$les

2885 1e 10=808

2882 1e 1/=208

75=2/8 15)/

71=728 15)2

51

*;( *'( *(( @( <( ;( '( (

'((; De& '((: De& Advertisements Sales

Godre, Consumer Priv$#e .imi#ed= #!e o#!er m$,or "l$yer in Indi$n so$" m$r(e# !$s de ided #o s"end Rs) 1+n in $dver#isemen# $nd "romo#ion in 2880) In 288/ #!ey s"en# Rs) 288 mn $dver#isemen# $nd "romo#ion)

Col%$#e G P$lmolive= Nirm$= BENEE.*S"i .#d)= KK3 .imi#ed= #!e o#!er "l$yer in Indi$n so$" m$r(e# $re no# +e!ind #oo mu ! in s"endin% &or $dver#isemen# $nd "romo#ion)

52

FINDINGS OF STUDIES
A2te0 t'e 0e5e%0&' 32 m 5tud I 23u.d t'%t .o'er l$ss "eo"le use Nirm$ C .i&e+uoy +e $use i# os# "ri e is very less $nd #!ey $n $&&ord #o +uy i#) Middle l$ss "eo"le uses .u-= Cin#!ol C .iril +e $use #!ese $re e onomi $l so$"s)

U""er l$ss "eo"le use C$m$y= Pe$rs C 1ove #!ese so$"s #ell o& !i%! so ie#y)

Mos# "eo"le li(e BU. "rodu #s +e $use i# !$s %o# v$rie#ies o& "rodu #s)

.u- C Bree;e $re &$vori#es o& 'omen)

Jo!nson C Jo!nson !$ve #$r%e#ed #!e !ildren $nd #!ey !$ve $ !ieved i#)

Peo"le s$y #!$# "ri e o& 1ove C Pe$rs s!ould +e e onomi $l #o $ll $#e%ories)

Peo"le dem$nds &or Nirm$ so$"s mos#ly +e $use i# is e onomi $l)

5/

SUGGESTION AND RECOMMENDATION

On #!e +$sis o& my s#udies I '$n# #o su%%es# #!$# PCG !$s #o m$(e ou# #!e more "rodu #s v$rie#ies $ ordin% 'i#! di&&eren# "rodu # se%men#$#ions s$me $s #!e BU. did #o %r$s" #!e m$r(e# s!$res) Be $use $ny om"$ny s#$nds in #!e om"e#i#ive m$r(e# s!ould !$ve lo# o& v$rie#ies o& "rodu #s #o over#$(e #!e en#ire m$r(e#) T!e PCG !$s #o !e ( ou# #!ere "ri in% s#r$#e%y +e $use #!e "ri e o& #!e BU. is mu ! lesser #!$n PCG $nd o#!er om"$nies) T!e s$les $nd "romo#ion$l $ #ivi#ies o& BU. is very e&&e #ive #!$n o#!er om"e#i#ive

om"$nies) T!e BU. inves# more money on $dver#isemen# $nd i# $lso em"!$si;e on #!e de$ler ne#'or( dis#ri+u#ion 'i#! #!e !el" o& #!ere #$len#ed m$r(e#in% e-e u#ives) T!ere&ore= I su%%es# #o o#!er rel$#ed om"$nies #!$# #!ey s!ould em"!$sis on #!ere s$les $nd "romo#ion$l $ #ivi#ies $nd s!ould m$(e #!ere "ro"er m$r(e#in% s#r$#e%y) .$s# +u# no# le$s# #!e !$nnel o& dis#ri+u#ion= "$ ($%in%= se%men#$#ion $nd moreover only $&#er #!e "ro"er m$r(e#in% rese$r ! #!ey s!ould l$un ! #!eir ne' "rodu #s in #!e m$r(e# #o %r$s" #!e en#ire m$r(e# $nd in re$se #!eir m$r(e# s!$res)

50

CONCLUSION
Be$# $nd dus# $re in#e%r$l "$r# o& Indi$n lim$#e) T!is m$(es Indi$n $s one o& #!e ide$l m$r(e# &or so$"s $nd o#!er le$nin% "rodu #s) As 'e (no' #!$# #!e onsumer (ee"s limi#ed inven#ory o& so$" "rodu #s $nd "re&ers #o "ur !$se #!em &re<uen#ly= $s $nd '!en re<uired) M$ny o& #!ese "rodu #s $re "eris!$+le) T!e "ene#r$#ion o& +$#!in% so$"s is 67D o& $ll !ouse!olds) T!e rese$r ! s#udy s!o's #!$# #!e "er $"i#$ onsum"#ion o& +$#!in% so$" is 21/%m) So #!ere is $ very +i% m$r(e# &or so$" in Indi$) T!e #o#$l #urnover o& so$" or m$r(e# in Indi$ is 20 l$(!s #one "er $nnum $nd is in re$sin% $# #!e r$#e o& 2D "er $nnum) In '!i ! BU. is #!e m$r(e# le$der 'i#! 26D o& s!$re &ollo'ed +y %odre,) O#!er m$,or "l$yers $re Nirm$ .#d)= Col%$#e*P$lmolive .#d)= Ben(el*S"i Indi$ .#d) T!e so$" m$r(e# is no# only

se%men#ed on #!e +$sis o& "ri e $nd +ene&i#s +u# even $ r$n%e o& emo#ions 'i#!in #!$# ou#linin% &r$me 'or() T!ere&ore $ ordin% #o rese$r ! done on #!e so$" indus#ries I !$ve re$ !ed #o #!e &ollo'in% on lusions* T!e &re<uen# used so$" '$s .u- @27DA #!en Nirm$ @10D #!e se ond "osi#ion)

T!e $""e$lin% &$ #ors $re so$"s 'ere "ri e '!i ! '$s &ollo'ed +y si;e #!en #!e medi in$l <u$li#ies $nd so on)

T!e "erson Fsel&> '$s !$vin% #!e !i%!es# "er en# in de ision m$(in% &or +uyin% so$"s)

27D 'ere m$le res"onden#s $nd 02D 'ere &em$le)

T!e $%e %rou" o& #!e res"onden#s '$s !i%!es# +e#'een 28 G /8 ye$rs in #!e s$m"le desi%n) 52

BIBLIOGRAPHY
1) ''')BU.) om Mar"eting Resear&h 2Author G 5 %eri3 24ublish by Tata M&Gra+ 6ill 4ublishing 5o. 1TD.! 8e+ Delhi3 Third Gdition 2'(('3 Mar"eting Management 2Author Ra.an SeEana3 24ublish by Tata M&Gra+ 6ill 4ublishing 5o. 1TD! 8e+ Delhi3 Se&ond Gdition 2'((*3 Mar"eting Management 2Author R S SeEana3 24ublish by 6imalaya 4ubli&ation! 8e+ Delhi3 8inth Gdition 2'(((3 Mar"eting Management 2Author 4hilip #otler3 24ublish by 4ren Ti&e hall of $ndia 47T. 1TD.! 8e+ Delhi3 8inth Gdition 2'(('3 Resear&h Methodology 2Author %handrai3 4rint '((;! se&ond edition

55

IUESTIONNAIRE
I.230m%ti3. Re4ui0eme.t I) II) Consumer "er e"#ion o& +r$nds $nd #!e im"or#$n# #!ey $##$ ! #!e +r$nd n$me) T!e e-#en# #o '!i ! #!e onsumer #!in( #!e &ollo'in% $##ri+u#es om"$ny n$me= s!$"e= s(in $re) III) IK) T!e +uyin% "ro ess involved in #!e sele #ion o& so$") Consumer $##i#ude #o'$rds re#re$#in%)

Iue5ti3.5+ 1A '!i ! om"$ny>s so$" do you use re%ul$rlyO

BU. 2A

PCG

Godre,

Nirm$

JCJ

W!$# do you unders#$nd +y #!e #erm :+r$ndI o& so$"O iA iiA iiiA ivA Com"$ny N$me 9u$li#y o& #!e so$" Iden#i&yin% n$me Ty"e o& #!e so$" 54

/A 0A

Ple$se n$me some so$" om"$nies #!$# you !$ve !e$rd o&) Bo' im"or#$n# us #!e +r$nd n$me o& $ so$"O iA iiA iiiA No# im"or#$n# Im"or#$n# Kery im"or#$n#

2A

Bo' do you r$#e your "resen# so$" #!e &ollo'in% <u$li#ies* iA iiA iiiA P$ ($%in% o& so$" Com"$ny n$me Pri e o& #!e so$"

5A

Are you s$#is&ied 'i#! #!e over$ll "er&orm$n e o& your "resen# so$"O iA S$#is&ied iiA diss$#is&ied

4A

B$ve you ever !$n%e ne' +r$nd o& so$") iA Nes iiA No

7A 6A 18A

1id you !$n%e +o#! #!e so$" $# #!e s$me #ime $nd one #imeO W!$# do you '$n# !$n%e over #o #!e "resen# so$"O Bo' did you de ided #!$# your re"l$ emen#O iA Nour &riend iiA your o'n 57

11A

W!$# $re #!e &$ #ors #!$# you onsidered '!en you "ur !$se #!e so$"O iA iiA iiiA P$ren#s su%%es#ion 3riend su%%es#ion T)K) Ads

12A

In #!e "remium se%men# '!i ! so$" do you useO

@iA @iiiA 1/A

Pe$rs 3i$m$ di 'ills

@iiA @ivA

1ove 1oy

W!$# $re #!e &$ #ors #!$# you onsidered '!en you "ur !$se #!e so$"O iA iiA iiiA ivA Com"$ny n$me Pri e o& so$" P$s# e-"erien e Adver#isin%

56

10A

EIN1.N TICE #!e on e you !$ve !e$rd o& om"$ny

iA .uviA B$m$m

iiA

1oy

iiiA viii A

1ove Bree;e

ivA Cin#!ol i-A Nivi$

vA

1e##ol

viiA .iril

12A

W!i ! om"$ny>s $dver#isemen# do you "re&er moreO

iA

BU.

iiA PCG

iiiA

Nirm$

ivA Godre,

vA

JCJ

PERSONAL INFORMATION 15A Nour $%e %rou"

iA iiiA

17 G 22 /2 G 28

iiA ivA

22 G /2 28 * $+ove

14A

Nour &$mily in ome

iA iiiA

0888 G 5888 7888 G 12888

iiA ivA

5888 G 7888 12888 * $+ove

48

17A

Nour edu $#ion$l <u$li&i $#ion

iA iiiA

Bi%! s !ool Gr$du$#ion

iiA ivA

In#ermedi$#e A+ove

17A

W!$# is your o u"$#ion s#$#usO

iA iiiA

O'n +usiness S#uden#s

iiA ivA

Servi e Unem"loyed

41