Documentos de Académico
Documentos de Profesional
Documentos de Cultura
PARTIAL FULFILLMENT OF
BACHLEOR OF BUSINESS ADMINISTRATION
DECLARATION
I hereby certify that all the Endeavour put in the fulfilment of the
task are genuine and original to the best of my knowledge and I have
not submitted it earlier elsewhere.
Signature:
Tamanna Gupta
BBA (G)/3 semester/2 shift
41124001715
ACKNOWLEDGEMENT
Signature:
Tamanna Gupta
41124001715
BBA (G)
2 year/3 semester/2 shift
Certificate
The project report submitted has been found satisfactory for the
partial fulfilment of the degree of Bachelor of Business
Administration.
Mrs. Deepika
(Project Guide)
-
Table of Contents
7
DEFINATION OF MARKETING MIX
14e, Kotler and Armstrong, 2012 - "The Marketing Mix is the set of tactical
marketing tools - Product, Price, Promotion, and Place - that the firm blends to
produce the response it wants in the target market." According to E.J McCarthy,
these 4 elements differ from firm to firm and every firm must determine its own
marketing environment. Marketing mix serves as the linkage between a business
firm and its customers.
8
MARKETING MIX
Figure 1.1
A. PRODUCT - The first thing you need, if you want to start a business, is a
product. Therefore Product is also the first variable in the marketing mix.
Product decisions are the first decisions you need to take before making any
marketing plan. Product mix, also known as product assortment, refers to the
total number of product lines that a company offers to its customers. For
example, a small company may sell multiple lines of products. Sometimes,
these product lines are fairly similar, such as dish washing liquid and bar soap,
which are used for cleaning and use similar technologies. Other times, the
product lines are vastly different, such as diapers and razors. These features
10
include quality, size, design, brand, name, package, label, etc of a product.
The nature and character of products which constitute product mix differ from
one firm to another. The four dimensions to a company's product mix include
width, length, depth and consistency.
Width:
The width of a company's product mix pertains to the number of product lines
that a company sells. For example, if a company has two product lines, its
product mix width is two. . It is more practical to start with some basic
products and build market share. Later on, a company's technology may allow
the company to diversify into other industries and build the width of the
product mix.
Length:
Product mix length pertains to the number of total products or items in a
company's product mix. For example, ABC Company may have two product
lines, and five brands within each product line. Thus. ABC's product mix
length would be 10.
Depth:
Depth of a product mix pertains to the total number of variations for each
product. Variations can include size, flavour and any other distinguishing
characteristic. For example, if a company sells three sizes and two flavours of
toothpaste, that particular brand of toothpaste has a depth of six. Just like l the
11
depth of a specific product line or the depth of a specific product line. Depth
of a specific product line or the depth of a specific product line.
Consistency:
Product mix consistency pertains to how closely related product lines are to
one anotherin terms of use, production and distribution. A company's
product mix may be consistent in distribution but vastly different in use. The
relationship may be in terms of consumer group, distribution system, needs
satisfied or production.
Warehousing:
13
A warehouse should be located in such a way that it ensure regular supply of
goods to the consumers at minimum possible cost. The other factors which
should be kept in mind while deciding the location of warehouses are:
1.Number of markets
2.Location of production centres
3.Quality, availability and cost of transportation
4.Quantity to be stored and transported.
Inventory management:
Inventory means the stock of raw materials; semi-finished goods and finished
good held in anticipation of use or sales .Goods meant for sale are received
from the factory /suppliers at periodic intervals and added to the stock.
Transportation:
It refers to the physical movement of goods from one place to another.
Roadways, Railways, Shipping, Airline, Containers, pipelines etc. are used in
transportation. The choice of the mode of transport depends upon relative
costs of different modes of transport, their speed, frequency, availability,
capacity, and appropriateness. For example, Coca cola, Pepsi, Nirula's use
their own fleet. D. Promotion- It Represents all of the methods of
communication that a marketer may use to provide information to different
parties about the product. Promotion comprises elements such as: Advertising,
Public Relations and Personal Selling. Promotion also means the Promotion
mix or the Communications mix. It specifies how much attention to pay for
three subcategories and how much money to budget for each. A promotional
14
Plan can have a wide range of objectives including Sales increase, new product
acceptance or creation of brand equity. Advertising covers any
communication that is paid for, from cinema commercials, radio and Internet
advertisements through print media and billboards. . Promotions also decide
the segmentation targeting and positioning of the product. Some of the
Promotion decisions are as follows:
A. Sales promotion: It includes all the activities, other than the personal
selling, advertising, publicity, that stimulate consumer purchasing and dealer
effectiveness.
B. Publicity: It is non personal stimulation of demand for a product, service
or a business unit by planting commercially significant news about it in a
published medium or by obtaining favourable presentation of it upon radio,
television or stage that is not paid for by the identified sponsor.
Advertising:
It is also non personal presentation or promotion of goods, services or ideas.
It involves transmission of a standard message to a large number of people.
The message which is transmitted is known as advertisement.
16
To study the marketing mix of HUL.
The main objective of this project is to find, what are the steps
Hindustan Unilever Ltd. is adapting to be market leader and to
differentiate itself from its competitors.
The main objective of the project is to get the full knowledge of the
products and what are they doing to get the customer loyalty, to
maintain their market.
To find the market share of the HUL brands and its competitive brands
17
Hindustan Unilever Limited (HUL) is India's largest fast moving consumer
goods company, with leadership in Home & Personal Care Products and Food
& Beverages .HUL's brands are spread across 20 distinct consumer categories
and touches the lives of two out of three Indians. They endow the company
with a scale of combined volumes of about 4 million tonnes and sales of
10,000 crores. It is owned by the British-Dutch company Unilever which
controls 52% majority stake in HUL. Its products include foods, beverages,
cleaning agents and personal care products. HUL is the market leader in Indian
consumer products with presence in over 20 consumer categories such as
soaps, tea, detergents and shampoos amongst others with over 700 million
Indian consumers using its products.. The company also happens tohave the
highest number of brands in this list, with six brands featuring in the top 15
list.. The mission that inspires HUL's over 15000 employees is to add life with
35 power brands. HUL meets every day needs for hygiene and personal care
with brands that help people feel good and more out of life. HUL is Indias
largest consumer product company which was formed in 1939 as Lever
Brothers Limited. In the summer of 1888 visitors to Kolkata harbor noticed of
sunlight soap bars, embossed with the word Made In England Brothers.
HUL was formed in 1933 as Lever Brothers India Limited and came into being
in 1956 as Hindustan Lever Limited through a merger of Lever Brothers,
Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is
headquartered in Mumbai, India and has employee strength of over 16,500
employees and contributes to indirect employment of over 65,000 people.
Lifebuoy was launched in 1895 and other famous brand like lux and vim.
Vanspati was launched in 1918 and famous dalda brand came into market in
18
1937. In 1931 Unilever set up its first Indian Subsidiary, Vanspati
manufacturing company followed by Lever Brothers India Limited (1933) and
United Traders Limited (1935). These 3 Companies merged to form HUL in
November 1956; HUL offered 10% of its Equity to Indian public. Unilever
holds 52.10 % equity in the company. Unilever raises stake in Indian unit HUL
to 67%. The company was renamed in June 2007. Seventeen of HUL's brands
featured in the ACNielsen Brand Equity list of 100 Most Trusted Brands
Annual Survey (2011). The company also happens to have the highest number
of brands in this list, with six brands featuring in the top 15 list. HUL Brands
spread Across 20 Distinct Categories. HUL distribution network comprises
about 4.000 redistribution stockists, covering 6.3 million retail outlets
reaching the entire urban population and about 250 million rural consumers .
HLL is one of India's largest exporters. The company's Turnover is 17,523
crores for the financial year (2009-2010) and annual sales about 40 billion in
financial year. It has more than 15000 employees in which 1300 are managers.
They have more than 200 highly qualified scientists and technologists. It is
also known as Golden Super Star Trading House. HUL was formed in
November 1956.
FORMS OF OWNERSHIP
19
Hindustan Unilever limited is a public company. Hindustan Unilever (HUL)
is the largest fast moving consumer goods (FMCG) company, a leader in home
personal care products and foods& beverages. HULs brands are spread across
20 distinct consumer categories, touching lives of every 2 out of 3 Indians. A
public company, publicly traded company, publicly held company or the
public limited company(in the United Kingdom) is a limited liability
company that offers its securities (stock/shares, bonds/loans, etc.) for sale to
the general public, typically through a stock exchange, or through market
makers operating in over the counter markets.
Public companies have inherent advantages over private companies, including
the ability to sell future equity stakes and increased access to the debt markets.
With these advantages, however, comes increased regulatory scrutiny and less
control for majority owners and company founders.
NATURE OF BUSINESS
Our corporate purpose states that to succeed we requires the highest standards
of corporate behaviour towards everyone we work with, the communities we
touch and the environment on which we have an impact.
1. Always work in integrity - Conducting our operations with integrity and
respect for many people, organisations and environments our business touches
has always been at the heart of our corporate responsibility.
20
2. Positive Impact - We aim to make a positive impact in many ways: through
our brands our commercial operations and relationships, through voluntary
contributions and through other ways in which we engage in society.
4. Setting out our Aspirations - Our corporate purpose sets out our aspiration
in running our business. Its underpinned by every code of business principles
which describes the operational standards that everyone at Unilever follows
,wherever they are in the world. The code also supports our approach to
governance and corporate responsibility.
5. Working with others - We want to work with our suppliers who have
values similar to our own and work to the same standards as we do. Our
business partner code of business principles comprises of ten principles
covering business integrity and responsibilities relating to our employees,
consumers and environment.
21
PRODUCT AND SERVICE OFFERED
HUL is a much known FMCG company. It deals with FMCG products. It has
large varieties of products in the market.
Food brands:
Annapurna salt and Atta
Bru Coffee
Brooke Bond (3 Roses, Taj Mahal, Taaza, Red Label) tea
Kissan squashes, ketchups, juices and jams
Knorr Soups & meal makers and soupy noodles
Kwality Wall's ice cream
Homecare Brands:
Active Wheel detergent
Cif Cream Cleaner
Domex disinfectant/toilet cleaner
Rin detergents and bleach
Surf Excel detergent and gentle wash
Vim Dishwash
22
LEVER Ayush Therapy Ayurvedic health care and personal care
products
Clear anti-dandruff hair products
Clinic Plus shampoo and oil
Dove bar & skin cleansing, hair care range, lotions Creams and anti
perspirant deodorants
Water Purifier:
Pureit
Lastly, the type of products in which the project is dealing in this project
are based on hygienic and toiletries product. In hygienic and toiletries
section the products which are showed
Lux
Lux is a global brand developed by Unilever. The range of products
includes beauty soaps, shower gels, bath additives, hair shampoos and
conditioners. Lux started as Sunlight Flakes laundry soap in 1899.
In 1924, it became the first mass market toilet soap in the world. It is
noted as a brand that pioneered female celebrity endorsements.
23
Developed by Unilever, Lux (soap) is now headquartered in
Singapore.
The brand was founded by the Lever Brothers (today known as Unilever) in
1899. The name changed from Sunlight Flakes to Lux in 1900, a Latin
word for light and suggestive of luxury.
Lux toilet soap was launched in the United States in 1925 and in the United
Kingdom in 1928. Subsequently, Lux soap has been marketed in several
forms, including hand wash, shower gel and cream bath soap..
Lifebuoy
Lifebuoy is a brand of soap containing phenol marketed originally by Lever
Brothers in England in 1895. Although Lifebuoy is no longer produced in the
US and UK, it is still being mass produced by Unilever in Cyprus for the UK,
EU, US and Brazil markets, as well as in Trinidad and Tobago for the Caribbean
market. Unilever in Cyprus and Trinidad and Tobago is manufacturing the
original Red Lifebuoy Soap with phenol. Lifebuoy, an undisputed market
leader for 117 years, has a compelling vision to make 5 billion people across
the world, feel safe and secure by meeting their personal care hygiene &
health needs Lifebuoy has journeyed from humble beginnings of being a
chunky red bar of soap to an evolved range of general and specialized
products across formats, offering solutions in the health and hygiene space.
Lifebuoy has a strong social mission, promoted through its rural hygiene
programme, Khushiyon Ki Doli, which propagates the practice of hand
24
washing with soap to reduce diarrheal deaths. Lifebuoy is available in bar
soaps, liquid hand wash, hand sanitizer and talc.
Key facts
Worlds No. 1 Selling Germ Protection Soap
Distribution across 50 lakh + stores across the country
Awarded the Bronze Global Effie for the Superfast Hand wash
campaign
Breeze
Breeze makes use of a new revolutionary global technology which
enhances the impact of world class perfumes in a much larger way, apart
from bringing out the goodness of glycerine.
New Breeze is filled with the goodness of glycerine, which makes your
skin soft and smooth.
Key facts
Distribution at the Villages :- The company has brought all markets with
populations of below 50,000 under one rural sales organisation. The team
comprises an exclusive sales force and exclusive redistribution stockists. The
team focuses on building superior availability of products. HUL approached
the rural market with two criteria - the accessibility and viability, HUL
appointed a Redistribution stockist who was responsible for all outlets and all
business within his particular town. This sub-stockist distributes the
company's products to outlets in adjacent smaller villages using transportation
suitable to interconnecting roads, like cycles, scooters or the age-old bullock
cart. Thus, Hindustan Unilever is trying to circumvent the barrier of motorable
roads. The company simultaneously uses the wholesale channel, suitably in
centivising them to distribute company product.
26
Distribution at the Urban centres :- Distribution of goods from the
manufacturing site to C & F agents take place through either the trucks or rail
roads depending on the time factor for delivery and cost of transportation.
Generally the manufacturing site is located such that it covers a bigger
geographical segment of India. From the C & F agents, the goods are
transported to RS's by means of trucks and the products finally make the 'last
mile' based on the local popular and cheap mode of transport.
27
SWOT ANALYSIS
Strength:
1 .HUL is a part of the Unilever group, hence strong brand equity
2. It has over 15000 employees
3. Reach 6.4 million retail outlets which includes direct reach to over 1.5
Million retail outlets
4. Two R&D centres in India in Mumbai and Bangalore
5. Products with presence in over 20 consumer categories with over 700
Million
Indian consumers using its products
6. As a part of CSR, HUL has initiatives like project Shakti, plastic recycling,
Women empowerment etc.
Weakness:
1 Market share is limited due to presence of other strong FMCG brands
2. HUL products has stiff competition from big domestic players and
International brands.
28
Opportunities:
1. Tap rural markets and increase penetration in urban areas
2. Mergers and acquisitions to strengthen the brand
3. Increasing purchasing power of people thereby increasing demand.
Threats:
1. Intense and increasing competition amongst other FMCG companies
2. FDI in retail thereby allowing international brands
3. Competition from unbranded and local products.
29
60 52.7 53.4
50 46.5 46.9
38.3
40
30
30 23.2
HUL market share
20
Nearest competitor share
10
Company- HUL
Industry- FMCG
Face Value- Rs 1
Average Daily Volume- 431633
Market Share: Rs (in cr) 67,858
30
Objective of the project report
The main objective of this project is to find, what are the steps
Hindustan Unilever Ltd. is adapting to be market leader and to
differentiate itself from its competitors.
The main objective of the project is to get the full knowledge of the
products and what are they doing to get the customer loyalty, to
maintain their market.
To find the market share of the HUL brands and its competitive brands
31
CHAPTER 2
RESEARCH METHODOLOGY
32
Research Methodology
A research methodology is the arrangement of condition for collection
and analysis of data in a manner that to, combine relevance to research
purpose with economy in procedure.
Research Design:
Research Design is conceptual structure within which research is
conducted. It constitutes the blue print of collection, measurement and
analysis of data. Research design is needed because it facilitates the smoo th
sailing of various research operations, thereby making research as efficient
as possible yielding maximum information with minimum time, effort and
money. Research Design stands for advance planning of methods to be used
for collecting relevant data and techniques to be used in the analysis. The
design helps researcher to organize his ideas whereby it will be possible for
him to look for flaws and inadequacies. Research design is purely and simply
the framework plans for study that guides the collection and analysis of data. There
are three major types of research design, i.e., exploratory research design,
descriptive research design and experimental research design. This study is
basically exploratory analysis type.
Exploratory research
The idea gets deeper insight into competition in the bath soap market and to
get buying behavior of consumers. In order to address above-mentioned objectives
(I) study of secondary sources was carried out from internet, books, and Magazines
(II) structured questionnaire was designed to seek consumer responses.
33
Descriptive research
Target population
The target population for A Comprehensive Study of Bath Soap Market and
Analysis of Buyer Behavior to Purchase the Bath Soap Product With Special
Reference to Hindustan Unilever Ltd. is - Consumers, from different economical
& demographical background, which are purchasing & using bath soaps.
Collection of data
Secondary Data
The main aim of the project is to analyze the competition in
occupying market shares of various bath soap brands as compare to
the brand of the HUL and the consumers buying behavior of bath soap
products. Therefore it is necessary to get considerable information
about the competing brands. For this I have gone through a lot of
secondary data. A lot of issues of Business Today, Economic Times
were consulted. Books, magazines, internet, news papers, journals,
company information both internal and external by company magazines, data
and bulletins related to the project topic.
Primary data
A survey was conducted through structured questionnaire. The study
was done among consumers who are using bath soap and conducted personal
interview for collecting the required information. It is original data, first hand
34
and for the specific purpose of the research project. For this project, I have
used the following common research instruments.
Interview:
It is the most common method for contacting consumers and
collecting primary data. For this project I have used following type of
interview:-
a. Personal interview:
It is the most extensively used method. It enables better control
of the sample and ensures answers from the respondents. It also provides for
a tactful approach to the respondent since it is based on a person-to-person
talk. But this method is generally more expensive and time consuming.
I have used this technique to get the information of other
competitors brands of bath soap from retailers such as their availability in
the shop and their market share in Delhi
For this project each interview was taking 15 to 20 minutes to complete.
Interview was also delayed due to un-availability of respondent in shops.
b. Telephonic Interview
Telephonic interview is conducted for collecting the companys
information from the companys Sales Executive who is handling the sales
of Wardha city or who has known about the bath soap brands of HUL of the
wardha city. Company person was always on tour so it was not possible to
conduct the personal interview with them. So all the information related to
the company and bath soap brands is collected by the telephonic interview
Sampling
Sample unit
35
Consumers using the bath soap.
Sample plan
Sample Location:
Sample size
36
CHAPTER 3
DATA ANALYSIS AND
INTERPRETTION
LUX
37
The name Lux means light in Latin; however the name was chosen for its
play on the word luxury. Lux stands for the promise of beauty and glamour as one
of India's most trusted personal care brands. Lux continues to be a favorite with
generations of users for the experience of a sensuous and luxurious bath.
Lux was first introduced as toilet soap in 1925. Produced by Lever Brothers,
it arrived in the UK in 1928, offering people a chance to pamper themselves for a
modest price. From the 1930s right through to the 1970s, Lux soap colours and
packaging were altered several times to reflect fashion trends.
In 1958 five colours made up the range: pink, white, blue, green and yellow.
People enjoyed matching their soap with their bathroom colours. Lux available in
the size: 45 gm, 75 gm, 100 gm, 150 gm, such as the International Lux is available
in the size: 75 gm and 125 gm.
Major Competitors
Bath Soap Market Share
HUL Brand Company
Brand
38
Godrej Consumer 17%
Godrej No 1 Soap
product Ltd.
Wipro Consumer 30%
Santoor Soap
Ltd
Nirma Beauty 4%
LUX
Nirma soap
24%
Neema Soap 1%
ITC Vivel Soap 5%
Anchor Health & 8%
Dayna Soap
Beauty Care
VVF JO Soap 11%
Market Share
17% Godrej No 1
24% Santoor
Nirma
Neema
Vivel
11%
30% Dayna
Jo
8%
Lux
5% 4%
1%
Interpretation:
Lux has the 2nd highest market share of 24% presided by the Santoor having
the highest market share of 30% and followed by the Godrej No 1 having 3 rd highest
market share in Delhis Market.
LIFEBUOY
39
Making a billion Indians feel safe and secure by meeting their health and
hygiene needs is the mission of Lifebuoy. The worlds largest selling soap offers a
compelling health benefit to the entire family. Launched in 1895, Lifebuoy, for over
100 years, has been synonymous with health and value. Lifebuoy is now milled bath
soap with a new health fragrance and a contemporary shape. The new milled
formulation offers a significantly superior bathing experience and skin feel.
Life-buoy comes in new curved shape after 109 years. Lab-tested new
formulation offers 100% better germ protection than other ordinary soaps. Brick
shape, to offer an easy grip and a modern look. The new curved shape is the second
major change in Lifebuoy's history, after the re-launch of 2002. In 2002, after 107
years of its existence as a carbolic soap, Lifebuoy was re-launched as a milled toilet
soap offering better germ protection.
Lifebuoy soap is available in five variants total, gold care, nature, and multani
mitti & orange. All the five variants are available in the new curved Shape and in
new formulation. The new Lifebuoy is targeted at today's sharp housewife with a
more inclusive "family health protection for my family and me" positioning.
Major Competitors
40
HUL Brand Company Bath Soap Brand Market Share
Rackitt
Benckiser
Lifebuoy Dettol Soap 37%
(India) ltd.
49%
Jonson & Jonson Savlon Soap 14%
Market Share
37%
Dettol
49%
Savlon
Lifebuoy
14%
Interpretation:
In the carbolic range of bath soap market the Lifebuoy plays leading role
with the highest market share of 49% followed by the Dettol with 37% market
share.
41
HAMAM
Only Hamam brings alive ancient time tested skincare ritual that has been
perfected over generation in convenient and contemporary formats.
Hamam can best leverage this due to its heritage and natural ingredient
legitimacy to claim purification of the body and spirit.
Major Competitors
HUL Brand Company Bath Soap Brand Market Share
Dorcas Market
Medimix
Makers 44%
Ayurvedic Soap
Hamam
43% Hankel Margo Soap 9%
Wipro
Chandrika Soap 4%
Consumer Ltd.
42
Market share
Medimix
43% 44% Margo
Chandrika
Hamam
9%
4%
Interpretation:
Hamam is playing the second highest market leader with the market share of
43%, presided by the Medimix Ayurvedic Soap with the market share of 44% and
followed by the Margo Neem with the market share of 9%.
43
BREEZE
44
Market Share
Godrej No 1
16% 19% Santoor
Nirma
12% Neema
Vivel
9% Dayna
33%
5% Jo
5%
Breeze
1%
Interpretation:
In the discount range of bath soap Breeze has achieved the 3 rd highest market
leading position with the market share of 16%, presided by the Santoor and Godrej
No 1 having market share of 33% and 19% respectively
LIRIL
Over time, Liril has come to be synonymous with the freshness of limes,
active energy and freedom of expression by its symbolic display of the uninhibited
female form.
Through history now, Liril has been the choice of many for the most
invigorating and energizing experience in bath. Liril was launched in 1977. Its 30
years old. Liril has been a trendsetter over times. The soap & its advertising have
been considered to be revolutionary. The first TV ad dates back to 1985. The Liril
expressions, associations & the Liril ads are recalled even till now.
45
Major Competitors
HUL Brand Company Bath Soap Brand Market Share
Godrej
Consumer
Cinthol Soap 43%
products Ltd.
Liril
35% Rackitt
Benckiser Dettol Cool
22%
(India) ltd. Soap
Market Share
35% Cinthol
43%
Dettol Cool
Liril
22%
Interpretation:
In the freshness segment of bath soaps, Liril is playing 2 nd highest market leader
role with the market share of 35% presided by the Cinthol having 43% market
share and followed by the Dettol Cool with the market share of 22%.
PEARS
Pears launched in India in 1902, exuberates a long heritage of purity and has
a pristine quality. With the goodness of glycerin & natural oils, Pears is gentle
46
enough, even for a babys skin and hence recommended by doctors and
pediatricians worldwide. It is so pure that you can actually see through it.
Pears is available in three variants - the traditional Pure & Gentle variant, a
green variant for oil control and a blue variant for germ protection. The story of
this popular soap was first created in 1789 by a young man called Andrew Pears.
This is from whom it derived its name.
Major Competitors
Market Share
14%
11% Medimix GL
Santoor GL
Pears
75%
Interpretation:
47
In the glycerin soap segment Pears is the market leader with the market share
of 75% followed by the Medimix Glycerin and the Santoor Glycerin with the
market share 14% and 11% respectively.
MOTI
Moti is Indias premium brand of soaps during the seventies. Now there is
no trace of this brand. Moti originally was a brand of Tata Oil Mills Company
(TOMCO). In 1993, TOMCO merged with HLL.
Moti is special soap which has certain differentiation. The first differentiation
point is shape. Unlike over soaps which come in cake form, Moti is round soap.
Moti is vernacular term for pearl. So the soap is also in the shape of pearl.
Uniqueness is the size of the soap. Moti is a big soap. Often one get bored of the
soap and it never quit finish fast.
Moti comes in popular fragrances like Rose (Gulab), Sandal (Chandan). Moti
is promoted as premium soap. The soap is expensive and during the eighties, the
soap is priced around Rs 25.
48
Major Competitors
Market Share
25%
Mysore Sandal Soap
Medimix Sandal Soap
58% Moti
17%
Interpretation:
In the market segment of premium soaps the Moti Soap is playing the role of
market leader with the market share of 58% presided by the Mysore Sandal Soap
with the market share of 25% having the good quality of bath Soap in premium
range.
49
DOVE
Since 1993, Indian women have relied on Dove for beautiful skin. Dove is
known to be a keeper of promises and has given real products to women world
over. To help you enjoy your own brand of beauty. Dove is growing very rapidly
year after year. This yr, we took a vow to make women experience the real Dove
difference. The face test campaign demonstrates the real proof of its superiority by
using face as the torture test. Thousands of women from around the country put
their soap, and dove to the test. And they all ended with the same answer dove
made their skin soft.
Major Competitors
HUL Brand Company Bath Soap Brand Market Share
Dove ITC Fiama De Will
16%
84% Soap
Market share
16%
Fiama De Will
Dove
84%
Interpretation:
In the segment of milk soap Dove has achieved the highest market share i.e.
84% followed by the new entrance in the market i.e. Fiama De Will having the
market share of 16%.
50
Market Share of HULs Bath Soap Products in Delhi:
51
HUL's Market Share of Bath Soap Products In
Delhi
Hindustan Unilever Ltd
Godrej Consumer Products Ltd.
Wipro Consumer Ltd.
Nirma
Rackitt Benchiser India Ltd.
ITC
Anchor Health & Beauty Care Ltd.
Hankel India Ltd.
Jonson & Jonson
VVF
Dorcas Market Makers 1%
Maysor Sandal soap
7%
2% 5%
1%
3%
3%
45%
6%
3%
13%
11%
Hindustan Unilever Ltd is the highly penetrated company in the bath soap
market having the highest market share i.e. 45%, followed by the Wipro
Consumers Ltd and the Godrage consumer Product Ltd having market share of
13% and 11% respectively.
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Findings
Following are the findings of the above analysis.
2. Form this survey based project it has found that consumers preferring the quality as well as fragrance
at the time of purchasing the bath soap.
3. HUL having the highest market share in bath soap because it is working in all segments of bath soaps.
4. In a family the consumption of a combo pack of bath soap is 55% as compare to the single pack i.e.
44%, the average consumption of a family in a combo pack is 2 sets per month.
5. Consumers prefer the combo pack as compare to the single pack of the bath soap because of the
discount factor.
6. The performance of Santoor soap is as good as HULs LUX because of the continuous promotional
activities.
7. The soaps like Godrej No1, Nirma, and Dayna having fewer sales as compare to the HUL, but they
are providing the cheapest soaps in the market with better quality, having 76% TFM and lies in the
grade I Soap category.
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Limitations
1. It is a hard fact that each study suffer from some limitations. One of the limitations of the study
is, as the information is collected from the retailers, the monthly sales figure given by them is
based entirely on their own judgment. So a few of them might have given the wrong figures related
to their monthly sales. Another limitation was that some of the retailers were busy and could not
give appropriate information. And also very few retailers did not want to share any information.
2. Another limitation of the study was the customers who were personally interviewed did not want
to share the actual data as few of them were giving fake data.
3. The Sales Executive of the company was always on tour so it is not possible to conduct the
personal interview with them. So all the information related to the company is collected by the
telephonic interview. Because of their busy schedule sometimes they were unable to give me the
information at right time.
4. The sample size being very small, i.e. only 100 consumers and 20 retailers, limited the scope of
research
5. Time constraints put boundaries to sample area and hence limited the extent of the study
6. Taking convenience sampling might have led to some bias as people with different age groups
have different perceptions
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Conclusions
The most important skill I feel are needed in the project work include: research skills, systematic
organizational skills, accuracy and attention to detail, basic computer skills, the ability to communicate
effectively the ability to develop and maintain relationship, initiative and the ability to work independently on
a project but also be an integral part of the research.
Study on the buying behavior towards bathing soap of the respondents of Wardha city gave me a lot
of knowledge, information and confidence. And on that basis I can say that the consumption of these brands
would be increased through more awareness about the brand, through easy availability at the shop.
Following are the conclusions of the study on the basis of data analysis and findings of the study.
1. The customers are highly motivated by the quality of the product i.e. the psychological factors are
affecting highly the buying behavior of customers.
2. Advertisement and the sales promotional activity is affected very much the purchasing behavior of the
customers. Hence it is conclude that customers prefer the bath soap product on the basis of the
advertisement and the promotional activities of the companies.
3. According to the highest market share of the bath soaps of HUL it is concluded that the HUL is highly
penetrated company in the bath soap segment.
4. The soaps under the popular range (> Rs.13 & < Rs.20) and economy range (< Rs. 13) are used by the
income group from less than 1 lakh to 3 lakh and the premium range (> Rs. 20) soaps are mostly used
by income group of above 4 lakh and the respondents lies in the dependent category such as students
and house wives choose mostly the premium brands such as dove and Pears, so it is conclude that the
buyers choose the brands on the basis of their income and choice.
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Bibliography
Journals:
1. Indian Journal of Marketing, August 2009. Ref. Factor Responsible for Choice of FMCG Products:
A Case Study of Consumer Dental Care Product. (Page No. 24, 25 & 26)
2. Indian Journal of Marketing, September 2009. Ref A Study of Consumers Buying Pattern of
Cosmetic products in South Hariyana. (Page No. 29, 30, 31 & 33.)
- Deepak Gupta
Books:
1) Business Research Berry.
Websites:
www.hul.com
http://en.wikipedia.org/wiki/Fast_moving_consumer_goods
http://www.naukrihub.com/india/fmcg/overview/
http://www.naukrihub.com/india/fmcg/consumer-class/
http://www.naukrihub.com/india/fmcg/consumer- class/income/
http://www.naukrihub.com/india/fmcg/consumer-class/age/
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