MARKETING

RESEARCH PROJECT

SONY SEBASTIAN
FIT19MBA105
INTRODUCTION

ABOUT ANTIBACTERIAL SOAPS

An antibacterial soap is a cleansing product designed to kill germs
on the hands or body. These soaps are made in either liquid or
bar form by blending detergent additives with ingredients, which
have antimicrobial properties.
Antibacterial soaps were originally marketed as deodorant soaps
to control body odor caused by the action of bacteria on
perspiration. These products, sold in bar form, gained popularity
in the 1950s under such well-recognized brand names as Dial
and Lifebuoy. While many of these bar soaps are still available
today, liquid antibacterial soaps used for disinfecting hands are
becoming increasingly more popular.

LIFEBUOY
Lifebuoy is Unilever’s oldest brand launched in 1894 as
disinfectant soap in the UK to support people in their quest for
better personal hygiene. Lifebuoy is a brand that is truly “global”
before the term “global brand” was invented. Lifebuoy soap is
found across the world, in some countries such as India where it
is the market leading brand. This report includes the strategic
marketing plan for the lifebuoy, which covers the strengths,
weaknesses, opportunity and threats of the lifebuoy. It reflects the
internal and external environment, strategic marketing mix and it
ends with the recommended medium term strategy. Strategic
marketing plan covers the goals and strategies of the
organization’s marketing effort and should be coordinated with
companywide planning.
Goal of the lifebuoy is to provide accessible hygiene and health
solution with the affordable price that enable people to lead a life
without fear and hygiene anxieties and health consequences.
Lifebuoy is launched in 1894, consistent in lifebuoy is 110 plus
year history has been championing to support life through
unbeatable protection is at the heart of the brand name itself i.e.
Lifebuoy, the guarantee of protection in threatened.

Problem Identification
“Analysis of consumer usage of Anti-Bacterial Soap
(Lifebuoy)”
In today’s era due to covid19 the wants and needs of
antibacterial soap market was complex with large number of
competitors. In response to the COVID-19 pandemic, the brand
has embarked on a public service campaign to remind people of
hand hygiene importance and how it can help reduce the spread
of infections. So, in order to cope with the competition companies
have to understand the needs and wants of customers and to
know about factors influencing their buying decision. Here we
study about the customer perspectives about Anti-Bacterial Soap
(Lifebuoy).

Objectives:
 To identify the relative advantage of Lifebuoy soap over
other antibacterial soaps.
 To study how price, compatibility and social influence affect
the purchase decision of customers
 To know about the purchase intention of customers
Research Methodology
Data collection method:
Primary data has been collected by “questionnaire
method”. Where secondary data collected through internet and
magazine.

Sample Size
The present study is conducted in the 10 prospective
respondents. The sample size is collected in random method.

Findings

Social Influence
Overall trend from the study is that advertisement was found to be
influencing the purchasing behaviour of consumers. The result
elucidate the customers are aggravated to purchase bathing soap
because of the advertisement, word of mouth publicity,
personality etc.

 About 60% of the customers are influenced by the

advertisement and 40% aren’t influenced by the ads.
 70% of customers are influenced by the TV advertisements.
20% of customers are influenced by banner ads and only
10% are influenced by shopkeepers.
  About 70% of the customers didn’t consider the
recommendation from family and friends for the best option.
 Most of customers are satisfied and ready to recommend the
brand.
 Majority of customers around 50% are in agree in case of
influence of others when selecting a brand.

Conclusion
From the above data, we can conclude that half of the customers
are influenced by promotion ideas of the brand and they are ready
to recommend this brand. It is also clear that customers buy these
brand own their own without their friends and family
recommendation.

Quality
When it comes to making a good bar of soap there are 5 qualities
that most soap makers formulate their soap recipe for: bubbly,
cleansing, hardness, conditioning and creamy.

 100% customers aren’t agree with the opinion that

antibacterial (Lifebuoy) soap makes harsh in skin.
 All of the customers in the sample size are satisfied with the
quality of the brand.
 All of the customers are in agree with the preference of
antibacterial soap than normal soap in this pandemic time.
 60% of customers have a neutral opinion with the
affordability of the brand.
Conclusion
From the above details, we can understand that most of the
customers are satisfied with the quality, price and other factors
that affect customer satisfaction of the brand of the soap.

Features
Customers will gave importance to the appearance of the
products. That’s why we consider color and fragrance in this
survey.

 About 80% of the customers gave importance to soap

fragrance.
 Among this 10 customers, 50% of them are interested in
fragrance of sandal, 40% with Ayurveda and remaining 10%
are with lime.
 60% of the customers prefer green color and 40% goes with
color for this brand.
 60% of the customers in this sample size are interested to
switch over the brand.

Conclusion
From this, we can conclude that every customers are satisfied
with the features of brand that provided.
Suggestions
Consumer concern has continued to grow with panic buying and
precautionary safety measures due to covid-19. With these
factors, it is predicted the demand for soap will continue to
escalate as well. So concentrating more on germ protection
power of soaps and the features related to that will help to
increase the demand of soaps.
For Soaps:
 Reduce burning sensation.
 Smaller size of soaps to enable the travelling people to be
brand loyal.
 More attractive packaging should be adapt come with new
packing and thus higher their sales.

For Sales:
 Attractive packaging.
 TV commercials telecasted specifically during the prime
time.
 Advertisement through radio channels during morning and
evenings.

Conclusion
From the data we can conclude that most of the
customers are satisfied and gives more importance to
antibacterial soap in this Covid19 time. Through this study we
got an image of what all factors influence while purchasing an
antibacterial soap. The study was conducted in a small
population which may not be as accurate as conducting it
with a much larger population as the responses may differ.