INSTITUTE OF PROFESSIONAL EDUCATION & RESEARCH

BHOPAL
BATCH: 2014-16

A
WINTER PROJECT
On
“COMPARATIVE STUDY OF INDIAN SOAP MARKET”

Submitted by:
Ankit Bhardwaj
TRIMESTER II

Under the Guidance of

Prof. Mahesh Soni

1
 ACKNOWLEDGEMENT

I wish to express my gratitude to those who helped me in completion of the project

“Comparative study of Indian soap market” in India.

I have received immense guidance from my guide Prof. Mahesh Soni who
motivated me to receive enormous amount of input & inspiration at the various
stages during my project preparation & also assisted me to make many valuable
improvements that helped me to enhance my project. I would like to convey my
sincere gratitude to him.

Finally I would like to thank to all the Faculties of Institute of Professional Education
& Research (IPER), who supported me in various ways & enlightened me about the
valuable information pertaining to my research work.

2
 DECLARATION

I, ANKIT BHARDWAJ, student of PGDM- Trimester-II, Institute of Professional

Education & Research, hereby declare that this project work titled “Comparative
study of Indian Soap Market” is based on the research work conducted by me and
to the best of my knowledge I have undergone through each and every process
required to accomplish the project work in the most effective manner.

BHOPAL Ankit Bhardwaj

DATE PGDM (TRIM II)

3
 Table of contents
Pg.no.

Chapter 1- Introduction 5-7

1.1 Indian FMCG Sector 6

1.2 Characteristics of FMCG 7

Chapter 2-Research Methodology 8-9

2.1 OBJECTIVES 9

2.2 METHODOLOGY 9

Chapter 3-Theoretical Background 10-38

3.1 BRIEF INTRODUCTION 11

3.2 SIZE OF THE INDUSTRY 12
3.3 HUL 13

Chapter 4- Comparison & Data Analysis 39-50

Chapter 5- Findings & Conclusion 51-53

BIBLIOGRAPHY 54

4
Chapter -1

5
 INTRODUCTION
1.1 Indian FMCG Sector
India’s FMCG sector is the fourth largest sector in the economy and creates employment for more
than three million people in downstream activities. Its principal constituents are Household Care,
Personal Care and Food & Beverages. The total FMCG market is in excess of Rs. 8500 Crores. It
is currently growing at double digit growth rate and is expected to maintain a high growth rate. It
has a strong MNC presence and is characterized by a well-established distribution network intense
competition between the organized and unorganized segments and low penetration cost.
Availability of key raw materials, cheaper labour costs and presence across the entire value chain
gives India a competitive advantage. The FMCG market value is set to treble from 7200 Crores in
2003 to 33,000 Crores in 2015. Penetration level as well as per capita consumption in most product
categories like jams, toothpaste, skin-care, hair wash etc. in India is low indicating the untapped
market potential. Burgeoning Indian population, particularly the middle class and the rural
segments, presents an opportunity to makers of branded products to convert consumers to branded
products. Growth is also likely to come from consumers ‘upgrading’ in the matured product
categories. FMCG sector is also likely to benefit from growing demand in the market. Because of
the low per capita consumption for almost all the products in the country, FMCG companies have
immense possibilities for growth. And if the companies are able to change the mindset of the
consumers, i.e. if they are able to take the consumers to branded products and offer new generation
products, they would be able to generate higher growth in the near future. It is expected that the
rural income will rise in 2007, boosting purchasing power in the countryside. However, the
demand in urban areas would be the key growth driver over the long term. Also, increase in the
urban population, along with increase in income levels and the availability of new categories,
would help the urban areas maintain their position in terms of consumption. At present, urban India
accounts for 66% of total FMCG consumption, with rural India accounting for the remaining 34%.
However, rural India accounts for more than 40% consumption in major FMCG categories such
as personal 203 care, fabric care, and hot beverages. In urban areas, home and personal care
category, including skin care, household care and feminine hygiene, will keep growing at relatively
attractive rates. Within the foods segment, it is estimated that processed foods, bakery, and dairy
are long-term growth categories in both rural and urban areas.
Indian FMCG industry is expected to grow at a base rate of at least 12% annually to become an
Rs 4,000 billion industry in 2020, according to a new report by Booz & Company. The Report
titled “FMCG Roadmap to 2020 - The Game Changers” was released at the CII FMCG Forum
2010 in New Delhi Thursday. The Report noted that the positive growth drivers mainly pertain to
the robust GDP growth, opening up and increased income in the rural areas of the country,
increased urbanization and evolving consumer lifestyle and buying behavior. The report further
revealed that if some of the positive factors – driven mainly by improved and supportive
government policy to remove supply constraints – play out favorably, the industry could even see
a 17% growth over the next decade, leading to an overall industry size of ₹ 6,200 Billion by 2020.
The last decade has already seen the sector grow at 12% annually as result of which the sector has
tripled in size.

6
1.2 Characteristics of FMCG
To implement the branding in FMCG successfully, it is necessary to understand the characteristics
of this market. The following are the typical characteristics of FMCGs:

From the consumers' perspective:

1. Frequent purchase

2. Low involvement

3. Low price

From the marketers' perspective:

1. High volumes

2. Low margins

3. Extensive distribution networks

4. High stock turnover

Individual items are of small value. But all FMCG products put together account for a significant
part of the consumer’s budget.

The consumer keeps limited inventory of these products and prefers to purchase them frequently,
as and when required. Many of these products are perishable.

The consumer spends little time on the purchase decision. Rarely does he/she look for technical
specification (in contrast to industrial goods). Brand loyalties or recommendations of reliable
retailer/dealer drive purchase decisions.

Trail of a new products i.e. brand switching is often induced by heavy advertisement,
recommendation of the retailer or neighbors/friends.

These products cater to necessities, comforts as well as luxuries. They meet the demands of the
entire cross section of population. Price and income elasticity of demand varies across products
and consumers.

7
Chapter-2

8
  Research Methodology

2.1 OBJECTIVES

 Comparative study of Indian Soap Market in respect of Price, Promotion and consumer
demands.

 To examine the strategies of the selected MNCs of FMCG sector in India. Particularly
Personal Care products (Soaps).
 To study the consumer preference towards the Indian soap market.

2.2 METHODOLOGY

 The research design chosen is both exploratory and conclusive in nature. This study is done
using the secondary data i.e. internet, company’s website, customer’s reviews, articles,
previous surveys etc.
 This study is restricted only to the Personal care products (Soaps) of FMCG sector in Indian
market.

9
Chapter -3

10
  THEORETICAL BACKGROUND

INDIAN SOAP MARKET

3.1Brief Introduction
Soaps are categorized into men's soaps, ladies' soaps and common soaps. There are few specialty
soaps like the Glycerin soaps, sandal soaps, specially flavored soaps, medicated soaps and baby
soaps. Specialty soaps are high valued which enjoy only a small share of the market in value terms.
The market is growing at 7% a year. This means that the incremental demand generation is 5%
over and above the population growth. With increasing awareness of hygienic standards, the
market for the Soaps could grow at a rate higher than 8% annually. Interestingly, 60% of the market
is now sourced from the rural sector. This means that the variance between the two segments is
not very large. Since upper-end market focus is the urban areas, margins come from the urban
sector.

Soap is a product for many people and the lathering up can be a treasured part of a morning or
nightly routine. Whether it might be scented or unscented, in bars, gels, and liquids, soap is a part
of our daily lives. In the United States, soap is a $1.390 million (US$) industry with over 50 mass
market brands. But in Indian markets the sales potential for soap is only beginning to be realized.
At the end of the year 2000, soap was an Rs.80 crore business in India.

India is a country with a population of 1.2 billion people. With the household penetration of soaps
is 98%. People belonging to different income levels use different brands, which fall under different
segments, but all income levels use soaps, making it the second largest category in India. Rural
consumers in India constitute 70% of the population. Rural demand is growing, with more and
more soap brands being launched in the discount segment targeting the lower socio-economic
strata of consumers. Soap manufacturers originally targeted their products to the lowest income
strata in urban as well as rural areas, positioning their brands as a way to remove dirt and clean the
body. For some brands, that positioning persists even today with a focus on removal of body odor
and keeping the user healthy. However, soap positioning are moving towards skin care as a value-
added benefit.

Soap is primarily targeted towards women, as they are the chief decision-makers in terms of soap
purchase and for Medicated positioning like germ killing and anti-bacterial are marketed to
families. About 75% of soap can be bought through the different types of outlets. This is the most
common source for buying soap, which usually forms a part of the month's grocery list. Pan-Beedi
Shops: These are really small shops, almost like handcarts, and they are primarily set up to dispense
cigarettes and chewing tobacco.

Total annual soap sales by companies marketing their brands at national or state levels is estimated
at 14,000 tonnes of a total soap market considered to be about 126,000 tonnes.

11
 3.2 Size of the Industry

The Indian Soap Industry includes about 700 companies with combined annual revenue of about
Rs. 105 billion. Major companies in this industry include divisions of P&G, Unilever, and Dial.
The Indian Soap Industry is highly concentrated with the top 50 companies holding almost 90%
of the market. The market size of global soap and detergent market size was estimated to be around
32M tonne in 2011, which is estimated to grow to 35M tonne in the coming years. Toilet soaps
account for more than 10% of the total market of soap and detergents. In Asia, the countries like
China and India are showing rapid growth in the toilet soap section. Market share of body wash
was estimated to be around 4% in 2010 and is showing signs of healthy growth in these markets.
India's soap market is Rs 41.75 billion.

Indian Soap Industry volume is Rs 4,800-crore. For the purpose of gaining a competitive edge,
Indian companies are now relaunching their brands with value-additions to woo consumers across
India. For instance, Hindustan Unilever Ltd (HUL) has recently launched a host of toilet soap
brands which include Lifebuoy, Lux, Breeze and Liril-with value additions. Also is in the process
of rolling out 'Ayush' ayurvedic soap. The aim is to meet the evolving needs of customers.

One of the factors which affect the demand of soaps is the penetration, which the products have in
market. In case of soaps this has not been a major issue as the penetration in the rural area is as
high as 97% and that for urban area is around 99%. Thus approximately the penetration is around
99% for overall India.

12
3.3 HUL

Hindustan Unilever Limited (HUL) is India’s largest fast moving consumer goods company with

leadership in Home and Personal Care Products and Foods & Beverages. HUL’s brands, spread

across 20 distinct consumer categories, touch the lives of two out of three Indians.

If Hindustan Unilever straddles the Indian corporate world, it is because of being single minded in

identifying itself with Indian aspirations and needs in every walk of life.

HUL is the market leader with 59% of share followed by Godrej. Other major players’ are Nirma

Ltd., Wipro Customer care ltd., Colgate Palmolive Ltd. Henkel Spic India Ltd.

The soap market is not only segmented on the basis of price and benefits but even a range of

emotions within that outlining frame work. For simplicity soap market can be divided into four

categories.

13
1. Economy/Functional brand

It comprise of 35% of the market. The red carbolic cakes are low price germ killers. The

names of few of the functional brands are OK, Nirma bath and Lifebuoy. The prices of

this brand soaps range from Rs. 5 to Rs. 8 per 75 Gms.

2. Popular soaps

The biggest share in the soap market, popular soap have a market share of 55%. The price

of this category of soaps ranges from Rs. 8-12 for a 75 gm cake. Each soap wants to

possess a special benefit like fragrance, freshness etc.

3. Premium soaps

It comprises of 7% of the total market. Premium brands are priced in Rs. 12-30 range for

75 gm cake. People are willing to pay more for this category of soap and several other

brands have special relationship and people. Some of the premium brand rolling market

once Cinthol ultimate, Lux International, Palmolive extra care, Le Sancy, Dettol, etc. to

name a few.

4. Super premium soaps:

This category soap is the tiniest part in the soap market and have a share of only 24% of

the total soap market. The price range starts from Rs. 30 and above for 75 gm.

14
 Market Share (Soap)

3%

7%
Economy
35%
Popular
Premium

55% Super Premium

The economy soap constitute 35% of market share, popular soap constitute major

portion of market share, 55% then premium and super premium constitute 7% and

3% respectively.

15
 Segmentation of soap on the basis of price

4%
10%

Rs. 5-8 Functional

43%
Rs. 9-12 Popular
43%
Rs. 13-30 Premium
Rs. 30 above supre Premium

From the above figure, it is very much clear that most of the toilet soaps available in

India fall into the category of popular and premium soaps, both of these groups

accounts 43%, functional soaps accounts 10% and there is small percentage for the

super-premium soaps.

16
 List of soaps with their segments and prices

(Prices 75-100 gms.)

Functional /Economy Popular Premium Super Premium

Rs. 5-8 Rs. 9-12 Rs. 13-30 Rs. 31 and above

Breeze Nima Palmolive Extra Dove

Jai Medimix Lux Skin Care

Palmolive Natural Hamam Pears

Lifebuoy Rexona Nevia

Borosoft Denim

Margo Fa

Liril

Neem

Fair Glow

17
 Segmentation of soap on the basis of TFM

(Total Fatty Matters) contents

4%

10%

Rs. 5-8 Functional

Rs. 9-12 Popular
43%
Rs. 13-30 Premium
43% Rs. 30-above Super Premium

TFM 60-65% TFM 66-70% TFM 71-75% TFM 76-80%

Medimix Jai Breeze Dove

Palmolive natural Lux Hamam Nima

Lifebuoy Neem Rexona Fairglow

18
 Lifebuoy gold Borosoft

Liril Dettol

Pears Cinthol

Denim Nevia

Lux Skin Care

Palmolive Extra care

Park avenue

Aramusk

Fa

19
People who wants natural products

 Medimix

 Hamam

 Margo

 Neem

 Rexona

 Borosoft

 Palmolive

Soaps which are general to all

 Dettol

 Hamam

 Margo

 Lifebuoy

20
Soaps which were launched specially for men

 Cinthol

 Park Avenue

For women specially

 Lux skin care

 Pears

 Nevia

 Dove

 Palmolive extra care

 Fairglow

 Rexona

 Nima

 Borosoft

 Breeze

21
INDIAN SOAP BRANDS

22
HUL

Breeze scent magic is the soap which fulfills the aspirations of women of rural India. Breeze has

offered them ‘beauty at an affordable price, making them look and feel beautiful.

Research and consumer visits have shown that the desire for great fragrance featured highest in

the daily beauty regime of discount soap users. Breeze explores this through the proposition of

scent in a soap scent ka kamala, ab sabun mein’ and explicitly propagates the brand promise of the

Hameshaa Kuch extra. It delivers all this and still matches consumer’s needs in terms of price and

quantity offered staying true to its word.

Breeze has been enriched with 19 special scent oils, which ensure that one smells good for a long

time though the day. Introduced in variants like scent magic, scent magic lime, and scent magic

sandal, Breeze strives towards fulfillment the company’s mission of being inventive in creating

value.

23
Brand Name: Breeze

About the Brand: Originally launched in 1989, Breeze is today perceived to be a good value for

money brand – with outstanding sensory experience. Its strengths are its fragrance, lather and the

soft feeling it has on the skin.

Target: Breeze is a mass market soap that sells in the economy segment. It targets to the people

who wants to feel fragrance during the bath.

Positioning: Breeze is positioned for her who considered it as more than just soap. It is, in fact,

her beauty aid, her only cosmetic, and one that she can afford. She regards Breeze as her only way

of fulfilling her dream of looking beautiful.

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Brand Name: - Dove

About the Brand:-Dove soap, which was launched by Uniliver in 1957, has been available in

India since 1995. It provides a refreshingly real alternative for women who recognize that beauty

is not simply about how you look, it is about how you feel.

Target: - It targets specially women of rich class.

Positioning: - Dove is being positioned as an alkaline substance free soap with one fourth

moisturizer for highly sensitive skin.

Price: - Rs. 45 (100gms.)

Advertising objective: - to influence the rich women who wants moisturizer not the soaps.

Advertisement strategy: - It project itself as not a soap but as moisturizer.

Sales promotion: - Rs. 10 off.

Available range & size: 100 gms

25
Brand Name: HAMAM

About the Brand: It is a product from HUL

Target: It targets to the middle class Indian Family.

Positioning: It positioned as a family soap with natural ingredients.

Price: Rs. 10 (100 gms)

Advertising objective: It is to emphasis on the natural quality of the soap.

Advertisement Strategy: It project as a natural product for every Indian middle class family.

Sales Promotion: No scheme

Available range & size: 100 gms

26
Brand Name: Lifebuoy

About the Brand: Launched in the year 1895, Lifebuoy, for over a 100 years, has been

synonymous with health and value.

Target: The new Lifebuoy is targeted at today’s discerning housewife with a more inclusive

“family health protection for my family and me” positioning.

Positioning: Lifebuoy has made a deliberate shift from the male, victorious concept of health to

a warmer, more versatile, more responsible benefit of health for the entire family.

Brand Name: Lifebuoy International Gold

About the Brand: The brand was launched by Hindustan Level Ltd. This soap is not a red

carbolic soap as Lifebuoy normally is.

Target: It targets to the every Indian family starting middle class.

Positioning: It positioned as a family a soap

27
Price: Rs. 10.

Advertisement strategy: The strategy they followed was to emphasis on the quality aspect of the

soap as well as the colour of the soap as it is totally a white in colour.

28
Brand Name: Lux

About the Brand: Lux is one the biggest brands in the soap category. Lux was launched in India

in the year 1905. A unique soap, which protects the skin’s fairness against darkening by the sun.

Target: Lux targets the women of age group of 15-40 who are more concerned about taking care

of skin and wants dazzling skin. It targets at the women from the middle class and above. In short,

Lux has worked it charm on millions of women making their dreams of beauty come true.

Positioning: Lux wants to position itself as the premium beauty care product for women, which

gives them glowing skin and will help in taking care of different type of skin. Lux positions as a

Filmi Sitaron ka Soundarya Sabun”

Price: 14

Advertising objective: The advertising objectives of HUL for Lux are to cover vast area (whole

of India) and influence women from 350 million middle class family to use Lux according to the

type of skin for radiance or glowing skin.

29
Advertisement Strategy: The advertising agency responsible for Lux is HTA. The main aim of

HTA is to project Lux as a product for dreamy women who have her skin glow like a film Stars

after her bath. The recent model for this advertisement is Aishwarya Rai.

30
Brand Name: Pears

About the Brand: It is product from Hindustan Liver Limited

Target: It basically target to women from age group 15-45

Positioning: It positions as a clear soap as it contains glycerin

Price: Rs. 19.50 (75 gms)

Advertising objective: The objective is to popularize the brand

Advertisement Strategy: The strategy they took was to project pears as a soap which contains

“Kuch nehin” mean no harmful chemical.

Sales Promotion: Buy 3 pears and save Rs. 8.50

Available Range & Size: 75 gms.

31
OTHER COMPETITORS

32
Brand Name: PALMOLIVE MOISTURE CARES

About the Brand: Palmolive is a product from stable of Colgate – Palmolive Company. Introduce

in 1998 and it was able to capture a market share of 11% of the total premium market in the urban

area a mainly metro and semi-metro.

Target: Palmolive moisture care aiming at upper middle class women and above. It target women

from age group of 15-40.

Positioning: Endorsed by Famina Miss India (Top model) it positioned as the extra skin care

taker, i.e. for different skin, different soaps are used.

Price: Rs. 14.50 (75 gms)

Advertising objective: The advertisement objective of Colgate Palmolive Ltd. was to popularize

the brand and to influence the upper middle class women of urban and semi-urban area.

Available Range & Size: Palmolive extra care green for normal skin Palmolive extra care white

for dry skin, Palmolive extra care pink for oily skin. (75 gms and 125 gms).

33
Brand Name: Santoor

About the Brand: The strength of Santoor soap is its mild fragrances.

Target: It targeted the women class from middle class and upwards.

Positioning: It position as a soap for women.

Price: Rs. 18

Advertising objective: The advertising objective of Wipro consumer care is to influence the

women.

Advertisement Strategy: The advertisement strategy is to present Santoor as a soap for women

who wants soft and glowing skin.

Sales Promotion: Buy 3 and get 1 free.

Available Range & Size: 100 gms

34
Brand Name: Dettol

About the Brand: It is a product from Reckitt Benckiser. Ltd.

Target: It targets every upper Indian middle class family.

Positioning: It positioned as a soap which makes family “Surakshit”

Advertising objective: It is to present Dettol as a product for skin security.

Advertisement Strategy: Emphasis on Suraksha part of dettol, i.e. “dettol suraksha”

Sales Promotion: No scheme.

Available Range & Size: 125 gms

35
Brand Name: NIRMA

About the Brand: It is the product from Nirma Ltd.

Target: It caters to the needs of women of age group of 16-30.

Positioning: It positioned as a soap for women.

Price: Rs. 10

Advertising Objective: To attract the women from middle class and upward family.

Advertisement Strategy: Strategy was to project the soap that could make women more beautiful

and feel young.

Sales Promotion: No scheme

Available Range & Size: Nirma Rose, Nima Sandal (100 gms)

36
Brand Name: FIAMA DI WILLS

About the Brand: Launched on September 15, 2007, the brand was the second to roll out of ITC’s

personal care stable. Its USP is the blend of "nature and science" across its portfolio of products,

resulting from four years of intensive research at the ITC Research and Development Centre in

Bangalore

Target: It targets to the women who likes to take care of her skin by intense moisturizer. It targets

women of age group from 15-35.

Positioning: Position as soap with natural ingredients.

Advertising Objective: to influence the women who want star gazing.

Advertisement Strategy: Promote Wills Lifestyle Fashion Week 2010 was also sponsored by

Fiama Di Wills.

Sales Promotion: heavy consumer schemes

Price: Rs.18

Available Range & Size: 120 gms.

37
Brand Name: NEW CINTHOL

About the Brand: NEW CINTHOL is a unique toilet soap with Orange extracts which gives

freshness along with skincare. Orange is an ingredient known for its skin benefits since times

immemorial and CINTHOL offers the same benefits in the form of soap for a fresh and lively

skin to all its consumers.

Target: First it targeted to the men now the new Cinthol targets to the all people from young to

old.

Positioning: It position itself as the beauty soap which keeps the people fresh.

Advertising Objective: The objective is to influence all the people who always try to keep

themselves fresh.

Advertisement Strategy: The advertisement strategy is to project new Cinthol Skin Fresh soap

as an element of freshness as well as cleaning.

Available Range & Size: Cinthol Regular (100 gms), Cinthol International Lime (100 gms),

Cinthol Lime Fresh (75 gms, 125 gms.).

38
Chapter-4

39
 Comparison and Data
Analysis

COMPARISON OF MARKET SHARE

4%

10%

12%

59%
15%

HUL Godrej Nirma Wipro Others

The market shares of the HUL products was greater than other companies, which shows that

the acceptance of HUL products are more by consumer.

The percentage of market shares are as follow:-

 The market share of HUL is 59% of the total of consumed products.

40
 The market share of GODREJ is 15% of the total of consumed products.

 The market share of NIRMA is 12% of the total of consumed products.

 The market share of WIPRO is 10% of the total of consumed products.

 The market share of others is 4% of the total of consumed products.

Therefore HUL is considered as the one of the most branded and reliable company and the product

are frequently accepted and used by each and every category of consumer. And the HUL put its

all effort to maintain its standard with respect to price and the quality of the products.

The brands generally demanded by the consumer.

I. HUL demanded approximately 60%.

II. GODREJ demanded approximately 15%.

III. NIRMA demanded approximately 15%.

IV. Others demanded approximately 10%.

41
70%

60%

50%

40% HUL demanded (Approx.)

Godrej demand (Approx.)
30% Nirma demanded (Approx.)
Others
20%

10%

0%
1

42
Graphical representation of the brands demanded by the consumer

Data shows that how much the brand name of the soap is important for the consumer

during the purchasing of the soap. Near about 40% are causes about the brand names

of the soap, 25% are not, about 20% used regular brands and 15% of them are not

answered.

50%

45%

40%

35%
Serious about the brands
30%
Not serious
25%
Usually used same brands
20%
Not answered
15%

10%

5%

0%
1

43
 DATA ANALYSIS
The population understands the soap by its brands regarded with quality. The

results are:

I 30% known by the company name.

II 45% known by the quality of the soap.

III 10% known by the identifying the name.

IV 15% known by the types of the soaps.

50%

40%

30% Company name

Quality of the soap
20% Identifying name
Types of the soap
10%

0%
1

Mostly consumer uses.

I SANTOOR 10%

44
II DETTOL 9%

III LUX 25%

IV LIRIL 7%

V BREEZE 8%

VI DOVE 3%

VII PEARS 4%

VIII LIFEBOUY 13%

IX NIRMA 16%

X OTHERS 5%

30%

Santoor
25%
Dettol

20% Lux
Liril
15% Breeze
Dove
10%
Pears
Lifebouy
5%
Nirma

0% Others
1

45
The individual rates their present soap by the following qualities-

I Packaging of soap 15%

II Company name 20%

III Price of the soap 30%

IV All of the above 35%

15%

35%
packaging of soap
Company name
20%
Priceof soap
All of the above

30%

All the individuals preferred to change new brand of the soap.

I frequently changes the brands 10%

II Rarely changes the brands 40%

I Punctual on one brand 45%

II Changes according to the climatic situation 5%

46
We found that large family uses

I. HUL 45%

II. GODREJ 15%

III WIPRO 10%

IV NIRMA 30%

V OTHERS 5%

45%

40%

35%

30% HUL
Godrej
25%
Wipro
20%
Nirma
15% Others

10%

5%

0%
1

47
Small family uses-.

I. HUL SOAPS 30%

II. GODREJ 15%

III WIPRO 20%

IV NIRMA 30%

V OTHERS 5%

35%

30%

25%

HUL Soaps
20%
Godrej
Nirma
15%
Wipro

10% Others

5%

0%
1

48
In the premium segmentation of the soap the rich people uses-

I. Pears 30%

II. Dove 55%

III Camey 10%

IV Fiama Di Wills 5%

60%

50%

40%

30%

20%

10%

0%
1
Pears Dove Camey Fiama Di Wills

NOTE: Data based on survey done by SRM University NCR.

49
PRODUCT DIFFERENTIATION

Product differentiation is a part of marketing tools so it is very common in FMCG sector also.

Differentiation means variation of product by means of form, feature, style and many more. The

product differentiation which occur in soap industries are as follows:

 FORM: Some soap are oval some are rectangular and some are almond shape some also

have the shape of animals, some found in 75 gms, and some are 125 gms and are found

150 gms.

 FEATURE: Some soaps are herbal, some are non-alkaline and alkaline.

 PERFORMANCE: Some soap melt less in water and some melt quickly.

 PACKAGING: Little soap is wrapped in paper pack and little soap is found in visible

plastic pack.

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Chapter-5

51
 Findings and Conclusion

 Lower class people use Nirma & Lifebuoy because it cost price is very less and they can

afford to buy it.

 Middle class people uses Lux, Cinthol & Santoor because these are economical soaps.

 Upper class people use Camay, Pears, and Dove these soaps tell of high society.

 Most people like HUL products because it has got varieties of products.

 Lux & Breeze are favorites of women.

 People want that price of Dove and Pears should be economical to all categories.

 People demands for Nirma soaps mostly because it is economical.

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 CONCLUSION

Heat and dust are integral part of Indian climate. This makes Indian as one of the ideal market for

soaps and other cleaning products. As we know that the consumer keeps limited inventory of soap

products and prefers to purchase them frequently, as and when required. Many of these products

are perishable. The penetration of bathing soaps is 98% of all households. The research study

shows that the per capita consumption of bathing soap is 513gm. So there is a very big market for

soap in India. The total turnover of soap or market in India is 54 lakhs tone per annum and is

increasing at the rate of 5% per annum. In which HUL is the market leader with 59% of share

followed by Godrej. Other major players are Nirma Ltd., Wipro Customer care, Colgate-

Palmolive Ltd., and Henkel-Spic India Ltd. The soap market is not only segmented on the basis

of price and benefits but even a range of emotions within that outlining frame work.

Therefore according to research done on the soap industries I have reached to the following

conclusions-

 The frequent used soap was Lux (28%) then Nirma (16%) then Santoor (10%).

 The appealing factors are soaps were price which was followed by size then the medicinal

qualities and so on.

 Mostly consumer prefer popular soap category which is having a mix bag of good pricing

and good quality.

 Most people like HUL products because it has got varieties of products and also assurance

of good quality and it caters in all the categories of soap market.

53
 BIBLIOGRAPHY

 www.slideshare.net

 www.hul.co.in/

 http://www.indianmirror.com/indian-industries/soap.html

 https://www.pwc.in/en_IN/in/assets/pdfs/rc-publications/innovation-in-fmcg

 https://www.scribd.com/

 https://en.wikipedia.org/

 wcclg.com

 Marketing Management (Author- Rajan Sexana)

(Publish by Tata McGraw Hill Publishing Co. LTD, New Delhi)

 www.authorstream.com

 http://www.academia.edu/

 www.google.co.in

 Marketing Management(Author- Philip Kotler)

(Publish by Pren Tice-hall of India PVT. LTD., New Delhi)

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