A Summer Research Project

“ Brand Endorsement Activity adopted by famous Bathing Soap in India”

For

Hindustan Unilever Limited

By

1. Arpita Suhalka
2. Parivesh Jain
3. Vinay Patil
MBA-II (MARKETING)

Batch (2019-21)

Under the guidance of:-

Prof. Akhtar Ali

Ramachandran International Institute of Management

Pune, Maharashtra
 Chapter 1
INTRODUCTION

The origins of personal cleanliness date back to prehistoric times. Since water is essential for
life, the earliest people lived near water and knew something about its cleansing properties -
at least that it rinsed mud off their hands.

A soap-like material found in clay cylinders during the excavation of ancient Babylon is
evidence that soap making was known as early as 2800 B.C. Inscriptions on the cylinders say
that fats were boiled with ashes, which is a method of making soap, but do not refer to the
purpose of the "soap." Such materials were later used as hair styling aids.

Soap got its name, according to an ancient Roman legend, from Mount Soap, where animals
were sacrificed. Rain washed a mixture of melted animal fat, or tallow, and wood ashes down
into the clay soil along the Tiber River. Women found that this clay mixture made their wash
cleaner with much less effort.

Some of the early instances of commercial manufacturing of soap are:

In Britain references began to appear in the literature from about 1000AD, and in 1192 the
monk Richard of Devises referred to the number of soap makers in Bristol and the unpleasant
smells which their activities produced

A century later soap making was reported in Coventry. Other early centers of production
included York and Hull. In London a 15th century "soap house" was reported in Bishops gate,
with other sites at Cheapside, where there existed so per Lane (later renamed Queen Street),
and by the Thames at Black friars Andrew pears. In 1789, he commenced production of a
transparent soap at a factory in Wells Street, off Oxford Street and became hugely successful.

The toilet soaps market is estimated at 530,000 tap including small imports. The market is
littered over with several, leading national and global brands and a large number of small
brands, which have limited markets. The popular and premium brands include Lifebuoy, Lux,
Cinthol, Liril, Rexona, and Nirma.

Toilet soaps, despite their divergent brands, are not well differentiated by the consumers. It is,
therefore, not clear if it is the brand loyalty or experimentation lured by high volume media
campaign, which sustain them. A consequence is that the market is fragmented. It is obvious
that this must lead to a highly competitive market. Toilet soap, once only an urban
phenomenon, has now penetrated practically all areas including remote rural areas. The
incremental demand flows from population increase and rise in usage norm impacted as it is
by a greater concern for hygiene. Increased sales revenues would also expand from up
gradation of quality or per unit value.

As the market is constituted now, it can be divided into four price segments: premium,
popular, discount and economy soaps. Premium soaps are estimated to have a market volume
of about 80,000 tones. This translates into a share of about 14 to 15%.

Soaps form the largest pie of the FMCG Market with bathing & toilet soaps accounting for
around 30% of the soap market, by value. Currently, the soap industry is divided into three
segments namely Premium, Popular and Economy/ Sub popular.

To fight competition, major players Hindustan Unilever Ltd (HUL), Godrej Consumer Products
Ltd (GCPL) and Wipro Consumer Care & Lighting are now drawing up fresh game plans. And the
accent is clearly on innovation to gain mind share as well as market share in this overcrowded
category.
 Chapter 2
SECTORAL PROFILE

Hindustan Unilever Ltd.

With over seven brands — LUX, LIFEBUOY, HAMAM, REXONA, BREEZE, DOVE and PEARS
— has 54.3% share of the overall soap market. HUL is India's largest Fast Moving Consumer
Goods Company; its journey began 75 years ago, in 1933, when the company was first
incorporated. The company stirring the lives of two out of three Indians with over 20 distinct
categories in Home & Personal Care Products and Foods & Beverages and also one of the
country's largest exporters. HUL's brands includes Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair &
Lovely, Pond's, Sunsilk, Clinic, Pepsodent, Close-up, Lakme, Brooke Bond, Kissan, Knorr-
Annapurna, Kwality Wall's - are household names across the country. They are manufactured
in over 40 factories across India. In the Rs7,000crore by sales soap market, HUL’s market share
has dropped to 54.3% in March 2008 from 55.9% in March 2006.

Godrej Consumer Products

GCPL, India’s second largest soap maker after Hindustan Unilever Ltd, has nearly 9.2% market
share. With 11% market share in value terms, it is the second largest soap maker after
Hindustan Unilever. Godrej Consumer Products (GCPL) is a major player in the Indian FMCG
market with leadership in personal, hair, household and fabric care segments. The company is
one among the largest marketer of toilet soaps in the country with leading brands such as
CINTHOL, FAIRGLOW, NIKHAR, & ALLCARE. Fair glow brand, India's first Fairness soap, has
created marketing history as one of the most successful innovations. It is also the preferred
supplier for contract manufacturing of toilet soaps, some of which are the most well-known
brands in the country.

Wipro

In the Indian market, Wipro is a leader in providing IT solutions and services for the corporate
segment in India. Wipro also has a profitable presence in niche market segments of
infrastructure engineering, and consumer products & lighting. Wipro has made a large
acquisition in the Consumer Care business. The presence of Wipro in the toilet soap industry
can be seen through their brands such as SANTOOR and CHANDRIKA. With industry leading
organic growth rates and the acquisition, Consumer care business has reached a Revenue run
rate in excess of $100 million per quarter.

Procter & Gamble India

Procter & Gamble India (PGHHCL) was incorporated in 1964 after Procter & Gamble, US,
acquired Richardson Vicks, US. Formerly known as Richardson Hindustan (the Indian
subsidiary), it was later named as P&G. It changed its name again in 1998 to Procter & Gamble
Hygiene and Health Care in order to reflect the nature and character of the business of the
company. During 2004-05 the company has increased its installed capacity of Soaps &
Detergents and Toilet Preparations etc. by 36500 Tones and 263 Tones respectively. With this
expansion the total installed capacity of Soaps & Detergents and Toilet Preparations etc. has
increased to 108500 Tones and 5875 Tones respectively.

Nirma
Incorporated as a private limited company, Nirma was converted into a deemed public
company and then to a public limited one in Nov.'93. Nirma has a leadership presence in
Detergents, Soaps and Personal Care Products. To have a greater control on the quality and
price of its raw materials, Nirma undertook backward integration into manufacture of
Industrial Products like Soda Ash, Linear Alkyl Benzene (LAB), Alfa Olefin Sulphonates (AOS),
Fatty Acid, Glycerine and Sulphuric Acid. During 1996-97, Nilnita Chemicals, Nirma Detergents,
Nirma Soaps and Detergents, and Shiva Soaps and Detergents were amalgamated with the
company. The company created 'Nirma Consumer Care Ltd.' - a wholly owned subsidiary on
22nd Aug.'97, which is the sole licensee of the brand name 'Nirma' within India. Nirma enjoys
a share of 6.74% in soaps.

ITC

ITC, the country’s largest cigarette maker, entered the segment last year and has made a strong
headway in a short time. According to AC Nielsen, its share has grown to 1.75% in just five
months despite the fact that many of its brands such as Superia, Fiama Di Wills and Vivel are
currently sold in only six states.

HINDUSTAN UNILEVER LIMITED (HUL)

A. Company profile

Hindustan Unilever Limited (HUL), a 52%-owned subsidiary of Anglo-Dutch giant Unilever, has
been working its way into India since 1888. Formerly known as Hindustan Lever Limited. The
Group's principal activities are to manufacture and market consumer products. Hindustan
Unilever Limited (HUL), a subsidiary of Unilever, is a fast moving consumer goods (FMCG)
company based in India. The company focuses on efficient delivery to consumers with an
improved supply chain, brand building initiatives and innovation, which has helped the
company to sustain its leadership position in the overall FMCG category in India .

B. Mission
Unilever's mission is to add Vitality to life. They meet every day needs for nutrition,
hygiene and personal care with brands that help people feel good, look good and get more out
of life.

Their deep roots in local cultures and markets around the world give them strong relationship
with consumers and are the foundation for their future growth.

A key requirement is building in the quality expectations of their consumers into their
products.

To win consumers’ confidence and loyalty, they need to consistently deliver branded products
of excellent quality.

The Quality Policy describes the principles that everyone in Unilever follows, wherever they
are in the world, to ensure that they are recognized and trusted for their integrity, the quality
of their brands and products, and the high standards they set.

C. Principles of the Quality Policy

• Putting the safety of their products and consumers first.

HUL has stringent mandatory quality standards in place against which compliance is verified
through regular audits and self-assessments. These standards ensure they design,
manufacture and supply products that are safe, of excellent quality, and conform to the
relevant industry and regulatory standards in the countries in which they operate.

• They actively engage consumers and customers, translating their needs and requirements
into products and services, thus creating consumer value wherever they position their
products.

• Quality is a shared responsibility

Quality and consumer safety is the responsibility of every Unilever employee and Unilever
demonstrates visible and consistent leadership to meet this policy. The drive for quality, in all
that they do, is a passion reflected in their brand development, manufacturing and customer
service processes.

D. Present stature

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company,
touching the lives of two out of three Indians with over 20 distinct categories in Home &
Personal Care Products and Foods & Beverages. They endow the company with a scale of
combined volumes of about 4 million tones and sales of nearly Rs.13718 crores.

HUL is also one of the country's largest exporters; it has been recognized as a Golden Super
Star Trading House by the Government of India.

The mission that inspires HUL's over 15,000 employees, including over 1,300 managers, is to
"add vitality to life." HUL meets every day needs for nutrition, hygiene, and personal care with
brands that help people feel good, look good and get more out of life. It is a mission HUL
shares with its parent company, Unilever, which holds 52.10% of the equity. The rest of the
shareholding is distributed among 360,675 individual shareholders and financial institutions.

HUL's brands - like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Pond's, Sunsilk, Clinic,
Pepsodent, Close-up, Lakme, Brooke Bond, Kissan, Knorr-Annapurna, Kwality Wall's – are
household names across the country and span many categories - soaps, detergents, personal
products, tea, coffee, branded staples, ice cream and culinary products. They are
manufactured over 40 factories across India. The operations involve over 2,000 suppliers and
associates. HUL's distribution network, comprising about 4,000 redistribution stockists,
covering 6.3 million retail outlets reaching the entire urban population, and about 250 million
rural consumers.

HUL has traditionally been a company, which incorporates latest technology in all its
operations. The Hindustan Unilever Research Centre (HURC) was set up in 1958, and now has
facilities in Mumbai and Bangalore. HURC and the Global Technology Centres in India have
over 200 highly qualified scientists and technologists, many with post-doctoral experience
acquired in the US and Europe.

Group operates through seven segments: Soaps and Detergents, Personal Products, Exports,
Beverages, Foods, Ice Creams and Other. The products include home and personal care
products, foods and beverages, industrial and agricultural products. Home and personal care
products consists of personal and fabric wash, household, oral care, skin and hair care,
deodorants, perfumery, colour cosmetics and baby care. Foods and beverages includes tea,
coffee, cooking fats and oils, bakery fats, ice creams, tomato products, fruit and vegetable
products, rice, salt, atta and rawa, marine products and mushrooms. Industrial and agricultural
products includes specialty chemicals, bulk chemicals, fertilisers, animal feeds, seeds, plant
growth nutrients, processed-tri-glycerides and agri commodities, yeast, leather, footwear and
carpets, thermometers and plantations.
Its brands are spread across 20 consumer product categories. Hindustan Unilever markets
consumer goods throughout India. The company faces competition from international, local
and regional players.

The company derives 44.3% of its revenues from soaps and detergents, 26.6% from personal
care products, 10.5% from beverages, and the rest from foods, ice creams, exports, and other
products. As counterfeit trade increases, the company stands to lose on its brand equity and
exclusivity.

New Products introduced by HUL in recent Years :

 Lux strawberry and cream
 Clinic plus multi sachet
 Ponds age miracle
 Axe shock and recover
 Paddle pop
 Wheel active Green
Divisions -

Home and Personal Care

The HPC business is made up of Fabric Wash, Household Care, Personal Wash and Personal
Care categories.

 Personal Wash: Lux, Lifebuoy, Liril, Hamam, Breeze, Dove, Pears, Rexona

 Laundry: Surf excel, Rin, Wheel

 Skin care: Fair and Lovely, Ponds, Vaseline, Aviance

 Oral care: Pepsodent, Close up

  Deodorants: Axe, Rexona

 Color cosmetics: Lakme

 Ayurveda personal and health care: Ayush

Foods

The Foods Division of your Company comprises Beverages, Processed Foods, Ice-Creams and
Modern Foods businesses. The Division recorded strong growth in 2007.

 Tea: Brooke Bond, Lipton

 Coffee: Bru

Foods: Kissan , Annapurna, Knorr

 Ice cream: Kwality walls

NIRMA

Nirma is a group of companies based in the city of Ahmedabad in western India that
manufactures products ranging from cosmetics, soaps, detergents, salt, soda ash, LAB and
Injectibles. Karsan bhai Patel, a well-known entrepreneur and philanthropist of Gujarat,
started Nirma as a one-man operation. Today Nirma has over 15000 employees and a turnover
of over Rs. 3550 crores. In 2004, Nirma’s detergent approached 800,000 tonnes – one of the
largest volumes sold in the world – under a single brand NIRMA.

Starting as a one-product, one-man outfit from a 100 sq ft (9.3 m2) room in 1969, Nirma
became a very successful company within three decades. The company had multi-locational
manufacturing facilities, and a broad product portfolio under an umbrella brand – Nirma.

NIRMA company’s mission is to provide, "Better Products, Better Value, Better Living"
contributed a great deal to its success. Nirma successfully countered competition from HUL
and carved a niche for itself in the lower-end of the detergents and toilet soap market. The
brand name became almost synonymous with low-priced detergents and toilet soaps.
However, Nirma realized that it would have to launch products for the upper end of the
market to retain its middle class consumers who would graduate to the upper end. The
company launched toilet soaps for the premium segment. However, analysts felt that Nirma
would not be able to repeat its success story in the premium segment. In 2000, Nirma had a
15% share in the toilet soap segment and more than 30% share in the detergent market. Aided
by growth in volumes and commissioning of backward integration projects, Nirma’s turnover
for the year ended March 2000 increased by 17% over the previous fiscal, to Rs. 12.17 bn.
Nirma Limited CEO, CFO, Executives & Contacts

1. Shrenik bhai Lalbhai Non-Executive Independent Director Shri. Shrenik bhai K. Lalbhai is
Non-Executive Independent Director of Nirma Ltd. Shri. Shrenik bhai K. Lalbhai is an
industrialist.
2. Rakesh Patel Non-Executive Vice Chairman of the Board Shri. Rakesh K. Patel is Non-
Executive Vice Chairman of the Board of Nirma.

NIRMA Soaps detergents Salt sourcing products Soaps: Nirma Bath Soap. Toilet soap market in
India was dominated by a very few MNCs which could monopolistically price their product. In
1992, sensing a strong need to expand the market through Penetrative Pricing, Nirma entered
this market with the launch of Nirma Bath Soap, which is a carbolic (Red) soap. Although the
carbolic soap segment is on decline, Nirma Bath soap has generated larger volumes each year.
Packed in a red colour wrapper and available in 75 gram and 150 gram pack sizes, this soap
has a Total Fatty Matter (TFM) of 60 %. Nirma Lime Fresh Soap.

This product had created a sensational marketing history in the Indian Toilet soaps market,
when it was launched in 1997. Seventeen million packs of Nirma Lime Fresh soap were sold in
the very first month of its soft launch. Packed in a poly coated 75 gm carton, which is printed
on the world’s best Cerruti 8-colour printing machine, this soap is available in green colour.
With a lime aroma that tingles in one’s sensory buds for a long time, this soap contains 80%
TFM. The product launch of Nirma Lime Fresh had been extremely successful, being ranked as
the Seventh Most Successful Brand Launch for the year 1998, as ranked by the Business
Standard Marketing Derby, 1998. (As featured in The Strategist Quarterly, July-September
1998). Nirma Beauty Soap. With its market promise to offer “Better Products, Better Value,
Better Living, Nirma introduced Nirma Beauty Soap‟ in the year 1992. Available in three
different variants and pack sizes, this soap has a TFM content of 70%. Due to its admirable
perfume and a higher TFM content, this brand, within a short span of five years, had achieved
the status of the third largest selling toilet soap brand and still continues its outstanding
performance Nirma Rose. Nirma Bartan Bar also addresses the emerging market of scouring
bars. It is being offered in 200gand 400g pack sizes. From initial launch days, it has got huge
market success and consistently performing well. The remarkable and phenomenal market
response received by Nirma Rose soap within just two months of its launch once again proved
the merits of Nirma’s commitment towards its consumers. Nirma Rose soap has got an
exceptionally soft rose fragrance – which remains around body for a long time even after bath.
The high TFM content of this product allows a consumer to have pleasant bath. This brand had
carved a niche in its segment by achieving leadership position just within two months of its
launch. It is available in 100g and 150g pack sizes. Over the period, Indian toilet soap market
has fragmented & has seen emergence of prominent floral fragrance segments as Sandal,
Rose, Jasmine, etc. Nirma Sandal is a one of such product.
 Chapter 3
LITERATURE REVIEW

HUL’S strategy for growing two mature brands with mass appeal Life buoy and Sun silk by

targeting new segments in innovative ways. With India being waived as a test market for

emerging markets strategies analysts felt that the learning from these initiatives would

help Unilever develop a strong presence in other emerging markets strategies as well.

The study tries to dispel the myth that emerging markets were only about devising

strategies to target the huge BOP segment Analysts are of the opinion that HUL'S success

in India was due to its ability to cater to all segments by adapting products, prices and

promotion to each of them.

Hindustan Unilever soaps and detergents brand were available in all levels of the market i.e.

upper end, mid segment and lower end of the market, where as Proctor and Gamble brands

were mainly focusing on higher end of the market. Quality was the major purchase

determinant of soaps and detergent among the higher income group respondents, Where

as price was the most important factor in the lower end of the market. The factors influence

in purchasing detergent included price, size of the soap, quality, lather, fragrance, skin care,
durability, promotional scheme whereas the factors influencing in purchasing bathing soap

were price, size of the soap, quality, lather, fragrance, skin care, durability and promotional

scheme.

Adobes Sunday and Babatunde bayode (2011) found that that strategic promotional mix

influenced the sale turnover with little 25 per cent while other variable not included in the

variable tested takes the larger 75 per cent that would rapidly lead to organization growth.

Since promotional mix constitute few per cent of variable that can push an organization to

the highest level, therefore other factors of marketing mix such as product development,

effective pricing, distribution of right quality and quantity to the consumers should be

appropriately considered.
 Chapter 4

OBJECTIVES

Objective of this report -

This report is an outcome of an analysis of marketing strategies used by Hindustan Unilever, P
& G , Pat Anjali and ITC the main purpose of the report is to find what strategies the company
uses to market its world famous various soap brands like Lux , Cinthol , Dettol , Liril , Dove ,
Pat Anjali etc. The positive and negative aspects of those strategies the report further analyses
the position of various industry in the soap industry in comparison to its competitors the
report discuss the process of using market segmentation target marketing the product pricing ,
promotional and distribution strategies and a competitive analysis .

 To find out the factor that influence the person to buy a particular brand soap.
 To find out the opinion about the various Brand soaps.
 To evaluate effectiveness of advertisement of soaps.
 To know awareness of the people towards different brands of soaps.
 Effect of celebrity endorsement on consumer buying behavior towards various soap.
 To find out marketing strategy of the company regarding various soap.
 To study of marketing mix of various Brand soap.
 To serve the National economy
 To attain self- reliance.
 To promote purity & quality products
 To maintain the brand loyalty of its customers.
 To build upon the reputation of Mysore sandal soap based on pure sandal oil.

Our mission is to create value for customers and shareholders by continually improving health

and reducing preventable illnesses through the use of our soap.

Keys to Success -

 A first-mover branding campaign to build awareness of various soap brands products as

the standard for ensuring hand washing compliance.
 Patent protection to defend our time-sensitive dye and product concept from
competitors.
 Complementary relationships with organizations interested in increasing hand washing
compliance.
 Develop a complete prototype which meets regulatory standards by February of Year 1.

 Become the specialty soap of choice for day cares across the Northwest by December
Year 2.
 Achieve sales of $5 million by the end of Year 6.

 Development of a working prototype.

 Funding of working capital requirements and promotional materials for the principal
operating activities of the company.
 Gaining patent approval.
 Establish a strong brand image early to position ourselves in the market.

The founders have already developed a rough prototype of the product. Our start-up period
includes 5 months of work by an independently-contracted chemist at a local lab who will
perfect this design into a finished prototype, with the correct balance of soap and dyes in four
colors. The final two months of this start-up period include safety tests per government
regulations to assure high quality.

VISION AND MISSION:-

VISION-

 Keeping pace with globalization global trends and the state policy for using technology
in every aspects of government.
 Insuring global presence of Mysore sandal products while leveraging its unique
strength to take advantages of the current technique scenario by intelligent and
selective diversification.

 Secure all assistance and prime status from government of India all technique alliances
further, ensure Karnataka pre- eminent status as a proponent and provider of take
service to the world, nation and private sector.

MISSION –

 To serve the nation economy.

 To attain self – reliance.

 To maintain the brand loyalty of its customer.

 To promote purity and quality of the product.

 To build upon the reputation of Mysore sandal soap – on pure sandal oil.

PURPOSED OBJECTIVES OF THE STUDY

To see the awareness level of the consumer in references to soap market.

To find out brand and color and shape preference among surveyed consumer.

What are the additional features required their brand and their loyalty.

To know the reason for a switch over from one brand to another.

To study the influence of various sources of information on consumer buying behavior.

To evaluate the extent of expenditure of soaps.

To check consumer reliability on soap advertisements and appeal of advertisement for

soap.

To produce organic soap that are well formulated checked and tested. The organic soap
must be really effective’s relatives to what is being said on its label.

The main objectives of soap enterprise is to produce soaps that are not only used for
clearing the skin but also for absorbing all the impurities embedded in it.

Give the customers a perception of smoothness, calmness and relaxation, which is what
they will feel after apply the product.

To establish the image of a health and wellness and environment- friendly company.
 Chapter 5
RESEARCH METHODOLOGY

What is Research?
A careful consideration of study regarding a particular concern or problem using scientific
methods. According to the American sociologist Earl Robert Research is a systematic inquiry to
describe, explain, predict, and control the observed phenomenon. Research involves inductive
and deductive methods.

Inductive research methods are used to analyze an observed event. Deductive methods are
used to verify the observed event. Inductive approaches are associated with Qualitative
research and deductive methods are more commonly associated with quantitative research is
conducted with a purpose to understand:

 What do organizations or businesses really want to find out?

 What are the processes that need to be followed to chase the idea?
 What are the arguments that need to be built around a concept?
 What is the evidence that will be required for people to believe in the idea or concept?

Definition: Research is a careful and detailed study into a specific problem, concern, or issue
using the scientific method. It's the adult form of the science fair projects back in elementary
school, where you try and learn something by performing an experiment. This is best
accomplished by turning the issue into a question, with the intent of the research to answer
the question.
Research methodology The research design used here is divided into two parts, the first
part is exploratory in nature and the second part is descriptive. In the exploratory part visual
merchandisers and marketing managers of lifestyle retail outlet were interviewed to
understand the dimensions of visual merchandising. The critical aspects of visual
merchandising that could impact consumer behavior were explored. The study intended to
focus on the impact of visual merchandising. The impact of the critical factors has been
studied in the second part of the study which is descriptive in nature. As a part of the
descriptive research leading retail outlets of soap selling store was identified for the survey the
soap Industry.
We recognize that consumers and customers are facing shortages for some of our products
with this unprecedented demand. We have been doing all we can to meet demand while
protecting the safety of our people and following guidelines set by the government," said a
company spokesperson.

To meet the "unprecedented demand" over the past few months due to Coronavirus crisis, RB
has significantly scaled up production capacity of Dettol soap, liquid soap and hand.
We remain committed to provide trusted Dettol protection to India and would take every
possible step to stand with every Indian, in the hour of national need," the spokesperson said,
adding over the last few weeks there has been "an unprecedented demand surge of our
products as well as capacity and supply challenges

For accessibility and availability of information we have chosen to work on the strategies
Hindustan Unilever, P & G , Pat Anjali and ITC as the company operates in the market with a
huge number of products in different industries we have decided to focus on one of their
world-wide successful brands like Lux , Cinthol , Dettol , Liril , Dove , Pat Anjali etc. Most of
the information used in this report is from primary sources. The main sources of information
was the focus group discussion in addition information was also collected from websites.

ResearchAndMarkets.com is the world's leading source for international market research

reports and market data. We provide you with the latest data on international and regional
markets, key industries, the top companies, new products and the latest trends.

Research and Markets also offers custom research services providing focused, comprehensive

and tailored research.

 Further research to finally arrive at a working prototype will be outsourced to a chemist

with extensive experience working with dyes.
 After a working prototype is developed it will be pushed through the appropriate
regulatory channels.
 Funding for research for the first product of soap Brand will be provided for in the initial
startup capital outlined in the startup table and summary.
 We will use our success in the day care market to propel and fund in additional research
and development on an antibacterial version of our soap for use in restaurants and
hospitals.
 Should the cumulative 60,000 expenses earmarked during the second and third years
for the patent protection of our products be minimized, our bottom line profitability will
be positively affected.

DATA -TYPE:-

Primary Data: To collect primary data best way is to interact with people directly it can be
through direct interviews and questionnaires. Both these methods have used for collection of
primary data.
Secondary Data: Secondary data is collected from company websites and various Literature
reviews. As is daily soap customer’s in news because of its wedding fest and different offers, so
I benefited a lot from updates on net. Survey Design: Random stratified sampling was chosen
for research. The various soap Brand Sample was selected as the study area and people from
this area were selected for filling up of questionnaires and collecting responses due to
convenience of location.
SAMPLING PLAN: Sampling plan for this project is divided into 3 steps:
 Sample size: A sample size of 100 respondents was chosen.
 Sample unit: Various Soap Brands was chosen as sample unit. Survey was conducted in
MAY – 13 JUNE 2020
 Contact method: Questionnaire method was used to view responses of respondents.
 Chapter 6
DATA ANALYSIS, RESULTS AND INTERPRETATION

DATA ANALYSIS
GENDER:-

PARTICULAR NO. OF RESPONDED

Male 63.3%

Female 36.7%

 
Q.1. Do you use any soap?

PARTICULAR NO. OF RESPONDED

YES 86.70%

NO 10%

MAY BE 3.30
Q.2. Which soap you like most?
PARTICULAR NO. OF RESPONDED

Lux 23.3%

Dettol 33.3%

Dove 16.7%

No.1 13.3%

Lifebouy 13.3%
Q.3. Which soap advertisement influence most?

PARTICULAR NO. OF RESPONDED

Lux 38.3%

Dettol 30%

Medimix 5%

Santoor 15%

Cinthol 11.7%
Q.4. Are there any effect of the price factor on the purchase decision?

PARTICULAR NO. OF RESPONDED

Very high 28.3%

High 35%
Low 25%

Very Low 11.7%

Q.5. What quality do you want in your soap?
PARTICULAR NO. OF RESPONDED

Fragrance 28.3%

Good brand 18.3%

Good performance 6.7%

Quality 25%

Above all 21.7%

Q.6. How much the sales promotion program affect your purchase behavior?

PARTICULAR NO. OF RESPONDED

Yes 53.3%

No 8.3%

Some time 38.3%

 PARTICULAR NO. OF RESPONDED

Price discount 33.3%

Free offer 15%

Quality deal 35%

Distribution of sample 16.7%

Q.7. Which type of promotion schemes do you prefer?

Q.8. Are you give any importance to the soap fragrance?
PARTICULAR NO. OF RESPONDED

Yes 75%

No 13.3%

May be 11.7%
Q.9. Which of the following colors are most preferred by consumer?

PARTICULAR NO. OF RESPONDED

Pink 38.3%

Yellow 6.7%

Green 6.7%

Blue 20%

Orange 28.3%
Q.10. Would you like to switch over your brand?

PARTICULAR NO. OF RESPOONDED

Yes 38.3%

No 43.3%

May be 18.3%
Q.11. Why you switch over your brand?

PARTICULAR NO. OF RESPONDED

Low quality 25%

High price 5%

Habitual 15%

No reason 55%
Q.12. For which purpose you use soap?

PARTICULAR NO. OF RESPONDED

Health 35%

Freshness 26.7%

Complexion & skin care 23.3%

Normal 15%
 Chapter 7
CONCLUSION

The beauty soap industries like Hindustan Unilever, P&G, Pat anjali , ITC. Consist of a few
producer in the industry. The demand of these products is very much and vulnerable in terms
of pricing. They companies are providing Lux, Cinthol , Liril , Dove , Dettol , No.1, Medimix. At
a price which is affordable to most of the people in the country. Beauty soap is an uprising
product in India as a greater portion of the population, both male and female are now getting
more beauty conscious. As a multinational industries Hindustan Unilever with heavy
promotional activities has been able to penetrate the market.

With multiple different fragrance, multiple different size, international standard and high
quality design as a product. These soaps are has been highly successful over the years. Its
distribution process is highly efficient. Its promotional activities, like the beauty contest has
been a milestone in attracting a huge number of customers. Over all with its marketing
activities these brands has been a successful brands.

The only place where rival companies are progressing is in giving customers redemption offers,
Research, revealed that Indian customers are highly attracted to the sort of offers. These
offers are not sustainable in the long run but still it takes a considerable part of soap brand
sale in the short terms.

 From my study I found 60 responded to know the various customer of soap brands.
 33.3% of responded to know recall the DETTOL Brand soap.
 38.3% of responded to know LUX brand through advertisement.
 FMCG industry is highly consumer switchable industry.
 Some brands wanted to promote themselves day to day.
 When customer wants to buy soap he/ she try to find or to associate the brand with his
or her.

Chapter 8
LIMITATIONS OF THE PROJECT
 This scum sticks to the cloth and makes washing difficult, sometimes the color of the
fabric.
 They are not suitable for some fabric likes silk, wool as the alkalis spoils the fiber.
 Soaps do not wash well in hard water and does not form much lather or foam. The
calcium, magnesium or iron ions of hard water form an insoluble sticky grey colored
precipitate called scum, which restricts the cleansing action of soap and makes washing
more difficult. The scum formed also hardens and discolors the fabric. Thus, a large
amount of soap is wasted and cleaning is not efficient.
 Ordinary soaps are not suited for fabrics such as silks, wool etc. The alkalis in them
injure the fiber.
 If the water is slightly acidic in nature soaps cannot be used for cleaning purpose. The
acid media change soaps into carboxylic acid and the action of soap becomes
 ineffective. To overcome these drawbacks new types of chemical based cleansing agents
were developed. These are called synthetic detergents or simply detergents.
 Soaps do not act efficiently in hard water due to presence of Ca^2+ and Mg^2Negative
and it gives insoluble calcium and magnesium salts of fatty acids. These precipitates
called scum, stick to the fabric and make their cleaning difficult

 it's main limitation is that it can't be used with hard water as it produces scum when
mixed with hard water because of Mg & CA & generally hard water is easily available at
anywhere so.
 Cleans the Skin from Dirt, Bacteria, Oil, Makeup and other germs which can cause
Disease.
 Soap is an excellent surfactant, but it forms an insoluble precipitate (aka soap scum)
when used with water containing certain minerals (hard water). This scum can leave
clothes washed in soap gray, make hair dull, or leave an ugly ring on your bathtub at the
waterline. It makes a mess on the walls of your shower and mild can feed on it.
 The scum formed, makes the cleansing process difficult.
 Lastly, it doesn't give lather easily in hard water.

Chapter 9
RECOMMENDATIONS

In this chapter the team would suggest some recommendations to Hindustan Unilever ltd. To
adopt more successful operations in India. Since a huge portion of the rural poor people is
demanding LUX in recent days, Hindustan Unilever Ltd. Should expand their target market also
towards the rural people. They should also conducted different promotional activities in rural
fairs and socially responsible promotional activities to attract rural consumer and social
awareness. Because LUX has a different skin type soap so now if they provide different types
of beauty soap of male and female soap under the same brand name i.e. various soap brands
it might increase their sales, lastly as India culture children have a huge say in shopping so they
should also promote the product to children like their another brand Dettol these are the
recommendations suggested by team member to Hindustan Unilever, P&G, Pat anjali, ITC. T
adopted for a more successful operation in India with large market share.
 How to Make More Profit By Selling Soap Accessories

You pride yourself in making your products by hand. We get that! But what if bringing in a few
items to resell alongside your soaps would make your customers even happier and increase
your profits? And what if you could do that without undermining your passion for handmade?
Are you thinking that is a win?

What Are the Best Soap Molds for Every Level?

When you get bitten by the soap making bug, just about *everything* starts to look like a
potential mold. However, with experience, you narrow down what kind of soap mold works
best for you. Whether you are a hobbyist, a teacher, or a soap business owner looking to scale
up, this list of pros and cons.

Is Crafty base the Inventory Management Answer for Soap makers in

Business?

It’s no secret that Kenna loves Soap maker 3. She’s been using it for years. But, we hear from a
lot of soap makers that they struggle with the interface and learning curve. Or the software
won’t run on their operating systems. Good news! There’s a web-based application taking the
maker crowd by storm. It’s called Crafty base.

Soap Visor Review: A New Kind of Safety Gear

Safety gear in soap making is an absolute necessity, but goggles can be a huge pain. Especially
for those of us who sport glasses. Is there another option? There is now with the Soap Visor!
When Alena Soap approached Modern Soap making to review this new product, I wasn’t sure
what to expect, 100% of the time.

The Best Soap making Supplier(s) in the Country

A few weeks ago, I asked y’all to vote for your favorite soap making suppliers in the country
and boy, did you respond! Almost a thousand soap makers cast their votes! We narrowed
down the best soap making supplier by product category, plus the best soap making suppliers
for customer service, quality, shipping, and prices.
Pure Soap making is the Perfect Companion for Natural Soap makers

When I found out Anne-Marie Fayola was working on a follow-up to her user popular soap
making book, Soap crafting, I about died from excitement. (I recommend Soap crafting to
beginner soap makers often, check out my other favorite recommendations over here!) I
chatted with Anne-Marie about how the new book was coming along at Central Shapers
Workshop last.

Chapter 10
BIBLIOGRAPHY

1. www.hindustanunilever.com
http://www.unilevera.com/ourbrands/personalcare/lux.asp
http://www.unilever.co.uk/ourbrands/personalcare/lix.asp

2. http://www.pg-india.com
https://www.answers.com/Q/Swot_analysis_of_procter_gamble
http://www.PGsmarketersupplychain.pdf
http://www.PGs/procterandgamble.html

3. www.HSCPEROJECTS.com

4. www.google.com
5. www.wiki.com

6. www.godrej.com

7. www.hll.com

8. www.itc.com

9. www.inmantecbusinessschool.com

10.http://www.gfk.be/productsandservices/consumerdiagnostictools/specialanalysis
/brandhealthcheckup

11. http://ladytobaby.com/show.php?item

12. http://www.modernsoapmaking.com