A PROJECT REPORT

ON
“ TO UNDERSTAND COSUMER PERCEPTION
TOWARDS ITC VIVEL SOAP.”

Submitted by:

VIKAS SINGH
Marketing
project
Vivel Soap
 INTRODUCTION

Vivel, ITC’s leading personal care brand and one

of India’s most exciting brands, introduces
‘VIVEL SOAP an exquisitely crafted bathing
range.
This new skin nourishing range with Vitamin E
under the Vivel brand is a manifestation of the
growing consciousness amongst women towards
personal grooming and the compelling need for
nourishment.
PRODUCT PORTFOLIO
PRODUCT LEVELS

Cleaning & Hygiene tool

To keep body fresh & healthy

Moisturizing & nourishing skin

Protection from germs

Will give daily glow

 Research methodology
PROBLEM STATEMENT
1. ITC started losing it shares in the areas of Personal Care Products.
2. ITC being a customer oriented company wants to know downfall of the product.
OBJECTIVES

1. To study the exact reasons behind the decreasing Interest of the product Vivel soap which are already
serviced by ITC.
2. To study the actual target group where the product is lacking.
3. To study whether the company is actually developing any scheme for the retailers and
 the consumers for VLN product
4. To known that the product is actually identified as VLN by the consumers and the retailers.
SCOPE OF THE RESEARCH STUDY
1. Retailers or Kirana Shops of lucknow region and Consumers from the modern trade market.

2. Research will help us to know why Retailers and Consumers interest has decreased in VLN soap.
3. We will come to know some of the reasons regarding downfall of the product in recent times .
RESEARCH DESIGN
“Descriptive Research” .
SAMPLING

1. POPULATION
The Population for this study is the users of Personal Care Product .

2. SAMPLING UNIT
• Retailers and Kirana Shop Owners .
• Premium consumers actual users of the product .

3. SAMPLE SIZE

The Sample Size for this Research Study are 300 who are using services of ITC,
• 100 Retailers and
• 200 Consumers .

4. SAMPLING METHOD / TECHNIQUE

The Sampling Method is ‘Non-Probabilistic’ sampling method.
The Sampling Technique is Judgmental Sampling for the retailers and Random
sampling technique for the Consumers.

5. RESEARCH INSTRUMENT/TOOLS
Questionnaire, SPSS software, Microsoft Excel , Analytical tools, etc.
DATA COLLECTION SOURCE
Primary Data: The data for this research would be collected through
Interview & Questionnaires.

BENEFICIARIES OF THE STUDY

1. The Researcher,
2. ITC,
3. Government,
4. Distributors & Retailers and
5. Consumers

LIMITATIONS OF THE STUDY

1. As market is diversified problem may occur in interpreting satisfaction level
of Retailers and Consumers .
2. Time factor is the biggest limitation in this Research Study.
3. Other factors such as proper feedback and understanding of the questionnaire was
also a major limitation as due to language barrier though it was solved later on.
 PRODUCT MIX:
FRAGRANCES SIZES
• Aloe Vera • 100gm
• Green Tea • 150gm
• Mixed Fruit + Cream
LENGTH • Glycerin
• Ayurveda Essence
• Double Moisturizer

DEPTH: 6*2 = 12
PRICE POINTS OF ALL VARIANTS
 100gm of Vivel soap available @ Rs 29
 Pack of 3 Vivel soap available @ Rs 78
 Pack of 4 Vivel Soap available @ Rs
94
 SUGGESTIONS &
RECOMMENDATIONS
1. Display your product prominently in stores.
2. Sell your product at locations where people congregate, such as a check-out line .
3. Increasing the efficiency of distribution system. Ensuring every shop in the area
must have the Vivel soaps
4. Appointing knowledgeable salesmen who can explain the product to retailers
effectively , and also knowledgeable promoters in the malls and super markets
who can explain the benefits of the product to the consumers.
5. Tie up with regional/local newspapers running competitions at the time of festive
season. Create attention-grabbing advertisements that prominently display your
product and explain its value.
6. Sponsor public events.
7. Live audience as actors and make them feel how Vivel Love And Nourish is
better than other brand of soaps , this will create a very excellent advertising
campaign for the company
CONCLUSION
 From the above comparison :

 Dove has been around as a best competitor and has its loyalists, but Vivel
Love And Nourish scores a high range with fragrance , brand image and
price and packaging .

 Price of the product must be reduced so that the retailers and consumers
don’t find loss in either case

 There is a need to put the image of our product Vivel Love And Nourish
in the mind of customers before they come to purchase at shop or malls

 There is need of more focus on the sales of Personal Care Products just
need to
 concentrate more on its marketing.