Diamond Harbour Road , 24 Parganas South, Kolkata, West Bengal 743503

Under the guidance of :

Prof. Suman Kumar Dawn

SUBMITTED BY
ABHISHEK VERMA
PGDM 2018-20
ROLL-NO.:- 18002
 ACKNOWLEDGEMENT
I would like to record my sincere gratitude to Professor Suman
Kumar Dawn for giving me a wonderful opportunity to do a
project on “ Business Research Methodology ” .
I would like to express my gratitude to those who are concerned
with the processing of the project. I am thankful to my all the
faculty members of Calcutta Business School, Kolkata for their
valuable time in this survey project.
I also thank the other staff members of Calcutta Business School,
Kolkata who helped me to complete this survey.
 Project on “Business Research Methodology”

TABLE OF CONTENT

 Introduction
 Objective of the Study
 Competition faced by the brand
 Scope & Limitations
 Soap Market In India
 Research Methodology
 Analysis & Interpretation of Data
 Findings & Suggestions
 Conclusion
 Questionnaire
 Bibliography
 INTRODUCTION

The early 1900s was a heady time. A single man had sparked the
desire of Indians to be free from colonial rule. Sentiments and
tempers ran in tandem. Religious fervour was at its peak.
Ardeshir Godrej, a lawyer by profession and a man steeped
in principles and ideology, made a telling contribution. He
created India's first toilet soap made from indigenously
available vegetable oils instead of imported animal fats. This
move won the support of the leaders of the Indian Independence
Movement. Socially, too, a vegetable oil based soap made
more sense since it factored in religious sentiments. The mantle
passed on to his nephew, Dr. Burjor Godrej, who was himself a
qualified mechanical engineer, with a prestigious doctorate in
technical chemistry. At that time scientists were frustrated by the
fact that while germ-killing ingredients were effective
in antiseptics they were unsuitable for use in soaps.
The discovery of Hexachlorophene changed all that. The
chemical proved to be stable when used in the manufacture of
soaps.
This led to the birth and launch of Cinthol Deodorant & Complexion
soap on Independence Day of 1952. Enriched with a unique
fougere perfume the reception that the soap received was truly
phenomenal. Over the first three decades of its existence, the
brand took the platform of protection from body odour. But the
markets were gradually changing. In 1986, in an attempt to
modernise the image, 'New Cinthol' soap was launched with a new-
look packaging, shape and advertising, using celebrities like
Vinod Khanna and Imran Khan.

The communication campaigns developed strong, confident and

active associations with Cinthol- attributes that went on
to become an essential part of the brand imagery. In 1989, in
an attempt to capture a share of the lime soap market, Cinthol
Lime was launched. The attempt to capture a segment of this
developing market was a resounding success: it grabbed 8%
market share in six months. In 1992, Cinthol Cologne
was launched to extend the brand franchise into a modern and
new fragrance.

By 1993, Godrej realised that it had to re-jig the brands to

keep pace with the changing environment. The three variants that
had been launched post 1986 were brought under the Cinthol
International umbrella – Cinthol International Spice, Cinthol
International Lime and Cinthol International Cologne. A
complete positioning overhaul was undertaken between
1993 and1995.

Shah Rukh Khan became the brand's new icon. His panache
matched the brand's new platform: revitalising and re-energising.
Withthe launch of Cinthol Fresh in 1995, the brand was extended
into the popular segment as the first popular segment lime soap.
It was a runaway success. It was redefined as a family soap
with the famous 'Tan taaza, man taaza' campaign in 2000.
2004 saw the launch of the new variant Cinthol Deo Soap, with
the baseline ‘Get Ready Get Close’ to communicate its positioning.
It addresses the need for effective body odour removal through the
unique proposition of deodorant in a soap.

Product :-
Today in the market, Cinthol has three distinct variants, borne
out of market needs and consumer studies. Cinthol Deodorant
&Complexion soap continues to operate in the 'healthy skin'
category. The soap offers numerous 'do-good' benefits such as total
and complete skin protection. Cinthol Lime Fresh is a strong
player in the 'freshness' category. The lime extract provides deep
cleansing properties and the excellent long-lasting lime fragrance
keeps one feeling fresh. Cinthol Deo Soap is the latest offering
from the Godrej stables.
This new soap-on-the-block is aimed at satisfying a latent
problem hesitation to get close because of body odour. It has a
unique long lasting deo formula that prevents body odour all day
long. It comes in two exciting fragrances: Cologne and Spice that
keep the user feeling fresh all day. Each of these sub-brands has
helped extend the durability and youthfulness of the mother brand.

Recent Developments :-
Leveraging Cinthol's brand equity, Godrej Consumer Products
Ltd. has forayed into other categories including Talcum
Powders(Cinthol International Deodorant Talc and Cinthol
Freshness Talc) and Deo Spray (Cinthol International Perfumed
Deodorant). Also, in keeping with its tradition of providing
modern, convenience products to discerning consumers, the
company has launched Cinthol Hand Sanitizers. Sanitizers fulfil
the needs of health conscious consumers on the move. Available
in sandal, lime, spice and cologne variants, they ensure germ-free
hands, without having to use soap, water or towel. The product
was launched in August 2000 in West Asia.

In 2003, the sanitizers were exported to the Far East, when the
SARS outbreak increased consumer concerns about hygiene.

Promotion:-
Cinthol has been closely identified with innovation, which
reflects in its promotions was the first soap to come up with the
consumer offer: Buy 3 Get 1 Free.

Cinthol advertising has always had a strong impact, with all the
elements being carefully chosen to reflect aspects intrinsic to the
brand No wonder then, the commercials featuring Vinod
Khanna, ImranKhan etc. during the 1980s and early 1990s are
vividly recalled even today.

In his heydays, Imran Khan's star power was unquestionable. The

charisma of the young, handsome Pathan – the heartthrob of
a million girls – splashing water and using Cinthol International
soap quickly rubbed off on the brand. The energy and confidence
that the film exuded were closely connected to the properties of
the soap. Through the clutter, Cinthol rose in the desirability
index. The Vinod Khanna film was shot when the actor was at
his peak.

The commercial showing the star riding a horse on the beach

exuding vigourand confidence with the waves of the sea in the
background depicted aninnate, natural freshness. Vinod Khanna
and Cinthol proved to be a perfect match. Even today, years after
the commercials have been withdrawn, they continue to
be recalled. The latest advertising campaigns continue to build
on the Cinthol legacy. The Montage film for Cinthol Deodorant
& Complexion soap target audiences in the priority markets of
South India. This is one soap that has appealed to different age
groups of both sexes. The current advertising reinforces this
bond and the fact that Cinthol has provided skin protection over
the years. The 'Taazgi ka tarana' commercial for Cinthol Lime
Fresh is based on the key insight that a bath is more than just a
cleansing process. It is the time when they rejuvenate themselves.
The ad promotes the latest baseline of the brand ‘Get Ready’
depicting the transformation of a woman in her bath.

The Cinthol Deo Soap commercial has the protagonist joining

his friends for a game of tug of war after work. He has no
hesitation in getting close to them even at the end of a working
day. This is because his Cinthol Deo Soap keeps body odour
at bay all day long, leaving him confident and smelling great.

Brand Values :-
Ever since its launch in 1952, Cinthol has been the perfect
embodiment of the expression 'confidence personified'. All the
campaigns for different variants have captured the subtle changes
in the brand values without straying away from the brand essence
Confidence and Freshness. These core values have a strong
appeal and relevance to both sexes. Hence over the last couple of
years, Cinthol has been repositioned on a unisex platform to target
both men and women. It has always closely monitored consumer
behaviour, changing attitude sand has tweaked the positioning to
suit these emerging needs. All of this has resulted in a brand
that has not aged but grown into an active, vibrant and
energetic personality. After 52 years, Cinthol, remarkably still
evokes a very high degree of trust and respect.

Cinthol- the super brand :-

Cinthol, the flagship brand of Godrej Consumer Products Ltd., is
now recognised as a Super brand by the Super brands Council,
U.K. The criteria for winning this prestigious award were:-

 Perceived brand image

 Brand mind share
 Consumer goodwill
 Consumer loyalty

Trust and emotional bonding with the brand Cinthol, with its rich
heritage of more than five decades, has been extremely
successful in creating a niche in the consumer’s mind. Super
brands India had identified 101 Indian brands from 700 entries
across 98 sectors for inclusion in the first ever "Indian Consumer
Super brands 2004".Today, despite the presence of global
corporations, the Cinthol brand has carved out a consumer base
of more than 17 million users.

The soap market in India is determined to be of the order of Rs. 41.75

billion and Cinthol commands a turnover of Rs 1.05 billion with a
market share of 2.5% by value. When needs change, brands need
to change as well, to remain contemporary and desirable. Cinthol
has kept pace with evolving markets. It has reinvented
and rejigged its portfolio without compromising on its core values.

Today in the market, Cinthol has three distinct variants, borne

out of market needs and consumer studies. Cinthol Deodorant &
Complexion soap continues to operate in the 'healthy skin'
category. The soap offers numerous 'do-good' benefits such as total
and complete skin protection. Cinthol Fresh is a strong player
in the 'freshness' category. The lime extract provides deep
cleansing properties and the excellent long-lasting lime fragrance
keeps one feeling fresh. Cinthol Deo Soap is the latest offering
from the Godrej stables. This new soap-on-the-block is aimed at
satisfying a latent problem: hesitation to get close because of
body odour. It has a unique long lasting deo formula that
prevents body odour all day long. It comes in four exciting
fragrances:-
1. Deo Cologne
2. Deo Sport
3. Deo Classic
4. Fresh

Each of these sub-brands has helped extend the durability and

youth fulness of the mother brand.
 Objective of the Study
 To study the attitude and perception of “Cinthol soap” users.

 To examine the customer’s level of satisfaction towards

“Cinthol soap”.

 To understand the customers' mind set.

 To understand reputation in the market regarding “Cinthol

Soap”.

 To study the market, the competitors and the competition

also.
 Competition faced by the brand
Three main Godrej Cinthol competitors :-

1.Liril 2000
2.Park avenue double deo soap
3.Apollo deodorant soap

The Indian soap market is now saturated with too many players.
Hence a logical step for companies is to lure consumer to switch
brands. Today, the soap industry in India is facing the problem of
diminishing “brand loyalty”. Consumers are willing to switch
brands in search of quality product at an affordable price. The
“premium segment” has taken most of the beating while “sub
popular” segment has seen steady growth. It has been observed
that although packaging and marketing of soaps have improved,
the overall “value addition” to the soap has diminished. For e.g.,
TFM (total fatty matter) has been reduced in soaps from 68%-
70% to “below 60%”. And Indian customers are very price-
sensitive. They are getting smarter. They have started
questioning the price-value equation. They are not willing to pay
for products where incremental value is zilch. In short, Indian
consumer is learning the art of putting right premium to value.
 Scope & Limitations

Scope :-
The present study is focused on studying the customer’s attitude and
the level of satisfaction towards cinthol soap.

Limitations:-
 The present study suffers from respondent bias.

 The present study is limited to study only the customer’s

preference of cinthol soap due to brand switching and soap
noodles ( high inflation & fluctuating inflation rates).

 The sampling method used for the present study was

convenience sampling method.

 The data collected through the questionnaire

were self reported and therefore, subject to the limitations
of that process.
 Soap Market In India

The soap manufacturing industry is one of the oldest industries

operating in the FMCG sector in India, and accounts for more than 50%
of the consumer goods sector. The soap and detergent industry covers
laundry and toilet soaps, and synthetic detergents in the form of liquid,
powder, and bar. Bar soaps can be classified into three sections—
premium, popular, and economic.

Around 50% of soaps produced are sold in rural markets. Increasing

awareness of hygienic standards in rural areas is providing growth
opportunities to several players. Manufacturers are introducing soaps in
different sizes and ranges, targeting consumers from low-income
groups. Currently, there are around 5 Mn retail outlets in India which
sell soaps, out of which 3.75 Mn operate in rural areas.

Herbal soap is the fastest growing category in the soap market in India.
Margo and Medimix dominate the herbal and medicinal soap segment.
Government initiatives like Swachh Bharat Mission, which promotes
health and hygiene, has led to the growth of the soap manufacturing
industry. During FY 2017, the United Arab Emirates (UAE), Nepal,
and the United States of America (U.S.A.) were the top three export
destinations of soaps.
The soap market in India is segmented based on brands, (Lux, Dove,
Pears, Santoor, etc.), category (beauty soaps, health soaps, and others),
and players operating in the market (Hindustan Unilever, ITC, Wipro,
and others). During FY 2017, the beauty soaps segment had a market
share of 50%, followed by the health soaps segment. Popular beauty
soap brands operating in the market are Lux, Dove, Pears, Cinthol,etc
 RESEARCH METHODOLOGY
RESEARCH DESIGN:-
A research design is purely and simply the frame work or plan
for Study that guides the collections and analysis of the data. The
research design adopted for the present study is exploratory
research design.

SAMPLING:-

Sampling can be defined as the selection of some part of an

aggregate or totality on the basis of which a judgment or
inference about the aggregate or totality is made.

SAMPLE SIZE:-

Sample size refers to the few items taken from the population.
The items selected by the researchers are called as Sample Size.
The sample size for the present study is 100 respondents.

TARGET SAMPLE:-

The Target sample for the study includes students and

working professionals.

CONVENIENCE SAMPLING:-

When the population elements are selected for inclusion in the

sample based on the ease of access, it can be called convenience
sampling method.
SOURCES OF DATA:-

 PRIMARY DATA

 SECONDARY DATA

PRIMARY DATA:-

Primary data are those data, which are collected a fresh and for
the first time, and thus happen to be original. Primary data foe
the present study was collected by preparing a well-structured
questionnaire. Questionnaires were distributed to the customers and
responses were received from the customers. Questionnaire is the
term that refers to self-administered process whereby the
respondents himself or herself reads the questions and record his
or her answers without the assistance of an interviewer.

SECONDARY DATA:-

Secondary data are those data, which are collected by someone

and which have already been passed through the statistical
process. Secondary data for this study were collected from
websites, Newspapers and from Textbooks, Magazines.
Analysis &
Interpretation
of Data
 Data Analysis
1. Age % Analysis :-

Group No. Of Respondent (%)

15-25 35
26-35 23
36-45 10
46-55 12
Inference:-

From the above table it is inferred that 35% respondents are of

age between 15-25 , 23% respondents are of age between 25-35,
10% of the respondents are age between 35-45 and only 12%
respondents are of age between 45-55.

Age wise Respondent

12%

15-25

10% 35% 26-35

36-45

46-55
23%
 2. Gender % Analysis :-

Gender No. of respondents in %

Male 45
Female 35

Inference:-

From the above table it is inferred that 45% of respondents are

male and 35% of respondents are female.

Gender

35%
Male
Female
45%

3. Occupation - % Analysis

Group No. of respondents in %

Self-Employed 10
Student 35
Employed 15
Others 20
Inference :-

From the above it is inferred that 35% respondents are Students

and 10% and 15% respondents are self employed and employed
respectively and 20% are Others.

Occupation

10%
20%

Self-Employed
Student
Employed
Others
15% 35%

4. Income of the Respondent’s % Analysis :-

Group No. Of Respondent In %

Less than 20,000 8
20,001-40,000 42
40,001-60,000 30

Inference:-

From the above table it is inferred that 8% of the respondents

are < 10000 and 42% of the respondents are 20000-40000 and
30% of the respondents are 40000-60000.
 Income

10%

Less than 20k

15%
20k-40k

40k-60k

35%

5. Comparison of Cinthol soap with other brands

Group No. of Respondents in %

Quality 45
Quantity 20
Price 15

Inference:-
From the above table it is inferred that 45% of the respondents
are quality and 20% of the respondents are quantity and 15% of the
respondents are price of the brand.
Difference of brands

15%

Quality
Quantity

20% 45% Price

 6. Number of soaps where customer require for a month

Group No. of Respondents in %

1-2 16
3-4 35
5-6 15
<7 14

INFERENCE:
From the above table it is inferred that 16 of respondents buy1-2
and 35% of respondents buy 3-4 and 15% of respondents buy 5-6
soaps and only <7% of respondents buy 14 soaps.

Purchase of soaps

14% 16%

one-two
15%
three-four
five-six

35% more than seven

7. Kind of bath soap where customer consume it

Group No. of Respondents in %

Foamy 28
Thick lather 12
Transparent 11
Coloured 13
Medical 16
INFERENCE:
From the above table it is inferred that 28% respondents use Foamy and
12% of respondents use Thick lather and 11% respondents use
transparent and 13% of respondents use coloured and 16%
respondents use medical soap

Kind of Bath Soap Use

16%
Foamy
28%
Thick lather
Transparent
13%
Coloured
Medical

11% 12%

8. Identifying the special feature where customer like in

Cinthol soap

Group No. of Respondent in %

Perfume 25
Colour 10
Lather 8
Long Lasting 22
Suits for Skin 15
INFERENCE :

From the above table it is inferred that 25% of respondents like

perfume and 10% of respondents like colour and 8% of
respondents like lather and 22% of respondents like long lasting
and 15% of respondents like because it suits for skin.

Features

15%
25% Perfume
Colour
Lather
Long Lasting
22%
Suits for Skin
10%

8%

9. Analyse the period of consuming the Cinthol Soap

Group No. of Respondent in %

<1 Month 45
1 Month - 3 Months 25
3 Month - 6 Months 10

INFERENCE:
From the above table it is inferred that 45% of respondents are
consuming < 1 month and 25% of respondents are consuming
1month - 3 months and 10% of respondents are consuming
3 months - 6 months.
 Consuming the Product

10%

less than one month

One Month- Three Months
25% 45% Three Months - Six Months

10. Customer use the Cinthol Soap

Group No. of Respondent in %

Yes 55
No 25

INFERENCE:
From the above table it is inferred that 55% of respondents use and
25% of respondents does not use the product.

Use Of Soaps

25%

55
55%
25
 11. Is Cinthol soap is good for face wash

GROUP No. of Respondent in %

Yes 78
No 22

INFERENCE:

From the above table it is inferred that 78% of the respondents

are accepting as a good face wash and 22% of the respondents
are not accepting.

Face Wash

22%

Yes
No

78%
 12. If Company launch cinthol shampoo, will you
purchase it ?

GROUP No. of Respondent in %

YES 85
NO 15

INFERENCE:

From the above table it is inferred that 85% of the respondents

will consume and 15% of the respondents will not consume the
product.

Cinthol Launch Shampoo Product

15%

YES
NO

85%
 Findings & Suggestions

Findings
 From the above table it is inferred that 35% respondents are
of age between 15-25 , 23% respondents are of age between
25-35, 10% of the respondents are age between 35-45 and
only 12% respondents are of age between 45-55.

 From the above table it is inferred that 45% of respondents

are male and 35% of respondents are female.

 From the above it is inferred that 35% respondents are

Students and 10% and 15% respondents are self employed
and employed respectively and 20% are Others.

 From the above table it is inferred that 8% of the

respondents are < 10000 and 42% of the respondents are
20000-40000 and 30% of the respondents are 40000-60000.

 From the above table it is inferred that 45% of

the respondents are quality and 20% of the respondents are
quantity and 15% of the respondents are price of the brand.

 From the above table it is inferred that 28% respondents use

Foamy and 12% of respondents use Thick lather and 11%
respondents use transparent and 13% of respondents use
coloured and 16% respondents use medical soap
 SUGGESTIONS
From this study it was found that they can provide more offers
and gifts so that customers would have more interest to purchase the
product. It is suggested that the company can maintain price of soap
and also they can increase the formula of fair complexion and
glow and freshness for both male and female customers. It is
suggested that they cannot use the animal fats instead of that they can
use natural fats like palm oil.
 CONCLUSION
The concept of marketing is essentially a concept of customer
orientation. For a long time it has been preached by all,
including Mahatma Gandhi, that the customer is king. It is
implied that organizations have to provide services to their
customer’s and that too without any obligation.

Since the present study reveals that, the customer’s opinion

towards the price and quantity has to be reset, the organization
has to understand and respond, the customer need, which in turn
leads to organization success in today’s competitive
environment.
 Questionnaire
1. Name :-

2. Age :- 15-25 26-35 36-45 46-55

3. Gender :- Male Female

4. Occupation :- Self employed Student Employed Others

5. Income : Less than 10,000 10,001-20,000 20,001-30,000

6. How Cinthol soap is different from others?

a) quality b) quantity c) price

7. How many soaps do you require for a month ?

a) 1-2 b) 3-4 c)5-6 d) >7

8. Which kind of bath soap do you use ?

a) foamy b) thick lather c) transparent d) Coloured e)

medical.

9. What special feature do you like in bath soap?

a) Perfume b) colour c) lather d) long lasting e) suits for skin.

10. How long you have been consuming the Cinthol soap ?
a) < 1 month b) 1 month – 3 months c) 3 months- 6 months
11. Why do you use cinthol soap ?
a) Hygiene b) Skin Care c) Deodorant d) good quality e) others.
12. Is Cinthol soap is good for face wash?
a) Yes b) No.
13. What type of Cinthol soap, do you use?
a) Cinthol deodorant & complexion b) Cinthol lime fresh c) Cinthol Deo.
14. Do you use Cinthol soap ?
a) Yes b) No.
15. In which price category you prefer to purchase in the bath soap ?
a) <30 b) Rs 31-40 c) Rs 41-50 d) >51
16. If company launch Cinthol Shampoo, will you purchase it ?
a) Yes b) No
17. Give your opinion about Cinthol soap?
a) excellent b) good c) very good d) poor.
 Bibliography
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Ww4A8&q=cinthol+competitors&oq=cinthol+compe&gs_l=ps
y-
ab.1.0.0i22i30.8951842.8960087..8962265...0.0..0.686.5554.0
j11j1j1j0j5......0....1..gws-
wiz.....0..0i71j0j0i67j0i131j0i131i67.8pyNoyG-2zI

 https://en.wikipedia.org/wiki/Godrej_Group

 https://www.rediff.com/money/report/brand/20041011.htm

 http://www.cinthol.com/our-story.html