Soap Manufacturer Business Strategies

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PROJECT REPORT
(Submitted for the Degree of B, Com, Honours in Accounting & Finance under the
University of Calcutta)
TITLE OF THE PROJECT
AN OVERALL VIEW OF MARKETING & PROMOTIONAL STRATEGIES OF THR
MAJOR SOAP MANUFACTURING COMPANIES IN INDIA
Submitted by
Name of the candidate : Pintu Das
Registration No : 145-1112-0068-17
College Roll No : 074
CU Roll Number : 171145-21-0111
Supervised by
Name of the Supervisor : Dr. Sushita Chakrabarty
Name of the College : Goenka College of commerce and business
Administration
Month and Year of Submission
September, 2020

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Annexure - 1 A
SUPERVISOR’S CERTIFICATE
This is to certify that Mr. PINTU DAS, a student of B.Com Honours Accountancy
and Finance in Business of GOENKA COLLEGE OF COMMERCE AND BUSINESS
ADMINISTRATION under the UNIVERSITY OF CALCUTTA has worked under my
supervision and guidance for his project work and prepared a Project Report
with the title AN OVERALL VIEW OF MARKETING & PROMOTIONAL
STRATEGIES OF THREE MAJOR SOAP MANUFACTURING COMPANIES
IN INDIA which he is submitting is his genuine and original work to the best of
my knowledge.
Place: Kolkata Signature:
Date: 27/09/2020 Name: Dr. Sushita Chakrabarty
Designation: Assistant Professor

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Annexure-1 B
Student's Declaration
I hereby declare that the Project Work with the title “AN OVERALL VIEW OF
MARKETING & PROMOTIONAL STRATEGIES OF THREE MAJOR SOAP
MANUFACTURING COMPANIES IN INDIA” Submitted by me for the partial
fulfillment of the Degree of B. Com Honours in Accounting & Finance in
business under the University of Calcutta is my original work and has not been
submitted earlier to any other University/Institution for the fulfillment of the
requirement of any course of study.
I also declare that no chapter of this manuscript in whole or In part has been
incorporated in this report from any earlier work done by others or by me.
However, extracts of any literature which has been used for this report has
been duly acknowledge providing, details of such literature in the references.
Place: Kolkata Signature:
Date: 27/09/2020 Name: Pintu Das
CU Roll No: 171145-21-0111

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ACKNOWLEDGEMENT
The preparation of this project report would not have been possible without
the valuable guidance of my respected teachers.
I would like to thank my respected principal sir and my project supervisor
Dr. Sushita Chakroborty for their co-operation and support.
Equal credit goes to all the people who have willingly answered the
questionnaires prepared by me. Those people include my friends,
teachers, neighbors, and my extended family, based on which I have
framed my project report, without their answers the project would not
have been completed.
I take immense pleasure to acknowledge all the people who were associated
directly or indirectly in preparation of this project.
Pintu Das

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TABLE OF CONTENT
TOPIC
CHAPTER 1: INTRODUCTION
1.1. BACKGROUND
1.2. TYPE OF STUDY
1.3. OBJECTIVES OF THE STUDY
1.4. METHODOLOGY
1.5. LITRERATURE REVIEW
1.6. LIMITATIONS OF THE STUDY
1.7. CAHAPTER PLANNING
CHAPTER 2: CONCEPTUAL FRAMEWORK
2.1. PROMOTION
2.2. PROMOTION MIX
2.3. PROMOTIONAL STRATEGY
2.4. HINDUSTAN UNILEVER LIMITED
2.5. RECKITT AND BENCKISER
2.6. ITC LIMITED
CHAPTER 3: PRESENTATION OF DATA ANALYSIS AND
FINDINGS
3.1. HINDUSTAN UNILEVER LIMITED
3.2. RECKITTAND BENCKISER
3.3. ITC LIMITED
CHAPTER 4: CONCLUSION AND RECOMMENDATION
4.1. HINDUSTAN UNILEVER LIMITED
4.2 .RECKITT AND BENCKISER
4.3. ITC LIMITED
BIBLIOGRAPHY:
5.1. BIBLIOGRAPHY
5.2. WEBLIOGRAPHY
ANNEXURE
6. COMAPARATIVE QUESTIONNAIRE

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INTRODUCTION

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BACKGROUND:-
Marketing is considered as the core function of any business activity across the globe.
Marketing has immense importance because it has-a direct link with the customers,
which in turn affects the revenue generating capacity of the business. It is not a single
activity, rather a group of activities that can collectively be called as Marketing,
The American Marketing Association explain marketing as 'the process of planning
and executing the conception, pricing, promotion and distribution of ideas, Goods
and services to create exchanges that satisfy individual and organizational goals.
From marketing, a more detailed and elaborate concept can be derived and this is
MARKETING MIX. Philip Kotler defines marketing mix as 'the set of marketing tools
that the firm uses to pursue its marketing objectives in the target market.' E. Jerome
McCarthy grouped the activities of marketing mix into 4 P's of marketing, these are:
Product:
Product is benefit which is offered to the customers in exchange for a price. Product may
be tangible or intangible. Tangible products are those which have a particular size, color,
shape and other physical characteristics, while intangible products may also be called as
services. These include insurance, banking, tourism, hospitality etc. in marketing mix
decisions related to product design, features, quality, quantity, branding etc. are carried
out.
Price:
Price is the amount of money charged by the producer in exchange of one unit of the
product/service produced by him. Other word it is the amount money paid by the
customer to own one unit of a particular product.
While setting the price of a product/service some key factors such as cost of production,
maximization of profit should be kept in mind.
Place:
Place refers to the location where the product will be available for sale or purchase. It
includes proper distribution system, so that the potential customers can get hold of
the product is easily.

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Promotion:
Promotion can-be said as the set of all those activities which are undertaken by the
producer, so that the potential customers come to know about the product / service
offered for sale. It includes:
* Advertising
* Sales promotion
* Personal selling
* All these can jointly be called as promotion mix.
TYPE OF STUDY:
This is an analytical study. In this context, we study the different change in the pattern of
those strategies in respect of advertisement in electronic media over a period of time.
OBJECTIVES OF THE STUDY:
The objectives of this study are as follows:
To study the promotional strategies adopted by
* HINDUSTAN UNILEVER
* I.T.C
* RECKITT BENCKISER
In respect of advertisement in electronic media
*A comparative analysis of those three companies regarding the advertisement strategies
bins electronic media.
METHODOLOGY:-
Area of study: The area of study selected for the Project is Promotion strategy. To be
more precise, it studies the trends in the electronic media advertising in the recent period
of time. The product selected is consumer goods (bathing bar). For the study, we have
selected three reputed companies in the FMCG market namely: HINDUSTAN UNILEVER
LIMITED, RECKITT AND BENCKISER and I.T.C LIMITED.

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Sample selection: The sample selection for this project is entirely Questionnaire based.
People in Dum Dum Kolkata, India, have been questioned and findings have been made
after the analysis of the answers received thereto. All the Questionnaires have been
attached at the annexure chapter of the project work. The sample Size has been kept
limited to 50 people total, comprising of, middle aged men, college students and young
ladies.
Data collection process The source of data includes primary and secondary
data sources.
i) Primary Sources: Primary data has been collected directly from sample
respondent through questionnaires and with the help of “Google form”. In such
a pandemic situation, we cannot go outside. So, we take a help from our new
normal technology and we securely collect our primary data.
ii) Secondary Sources: Secondary data has been collected from standard text
books, newspaper, magazine and internet.
Tools of analysis: To analyze the information collected, we have taken
the help of Statistical Tools such as Pie Chart and bar diagram.
LITERATURE REVIEW:
There are a few studies on the growth and development and marketing
strategies of soap industry. In what follows is a brief review of the literature on
the topic
Sonal kureshi in report entitled "Exploratory study on sales promotion
activities in soap category: An insight in to consumer and retailer perceptions",
opines that both retailers and consumers perceived that sales promotion
activities carried out by the companies for increasing sales in short term and
clearing stocks. What it implies is that companies need to use sales promotion
synergistically and communicate so that they provide value to the audience and
enhance brand quality/image perceptions.

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Fierce in his article "Competition in Indian soap market" emphasised on the
Indian soap market which has been described as a "perfumed rat race" by a
local industry spokesman, since it is highly price competitive and oversupplied,
and likely to become more so as new capacity comes into production. National
companies with their own or franchised international brands jockey for market
leadership against state or regionally based companies with high local
consumer loyalty. Total annual soap sales by companies marketing their brands
at national or state levels is estimated at 14,000 tones of a total soap market
considered to be about 126,000 tones.
The London School of Hygiene and Tropical Medicine in their article "The
Global market for soaps" concluded that the market for soap products is largely
matured in developed market and displays stagnant growth. The growth
potential in developing country is huge, but there are many obstacles to
expansion.
Mr. Hitendra Bargal has given the opinion in his report "Promotion of soap
brand in rural market India", that the language and content must be according
to the suitability of rural environment; background figures are also a
deterministic factor, admissibility of brand ambassadors plays an important
role in this regard and special promotion measures are the strong applicable
factors in this regard.
Mr. Pravin Tripathi, observes in his article “study on opportunities for
GMCG products in rural areas" that Hindustan Unilever Products are the most
known and popular brand of FMCG products in rural market followed by
Dabur, ITC and Procter and Gamble. Because of huge product line, cheaper
cost, brand loyalty, good publicity and advertisement.

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Limitations:-
1) The project relied mainly on the primary data.
2) Consumer gives very unclear picture.
3) The study based on limited sample.
4) It begin my first attempt to undertake such a study, thus the inexperience is also an
obstacle to accomplish the project in a proper way.
5) Lack of availability of accurate data
6) Time consuming
7) Lack of prior research studies on the topic.
CHAPTER PLANNING:-
The study, as we have framed is mentioned here under:
Chapter one: Introduction
Chapter two: Conceptual Framework
Chapter three: Company Profile.
Chapter four: Presentation of Data, Analysis, Findings
Chapter five: Conclusion and Recommendation.
Chapter six: Bibliography and annexure.

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CONCEPTUAL
FRAMEWORK

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In this project, the field of study is the promotion strategies adopted by 3 companies. At
first we shall discuss about what is meant by promotion, promotion mix and promotional
strategy.
PROMOTION:
According to Ishita Lahiri, promotion can be defined as "a set of well co-ordinate activities
that aim at providing information to buyers in order to change or reinforce their behavior
favorably, so that the product can move from the seller's end to the buyer's end."
It includes all those activities which persuade or convince the customers to buy the
product.
PROMOTION MIX:
Promotion mix refers to the different or tools used by the sellers for promoting their
products in the market. These are:
Advertising
Sales promotion
Personal selling
Direct marketing
Public relations
Advertising refers to paid form of promotion activity undertaken by a company or a
producer to make its product known to the consumers.
Advertising can be done in many ways and through different mediums like, radio,
newspapers and magazines, T. V. and WEBSITES, hoardings, etc.
Advertising involves very huge costs. Hence only sound business houses can afford to
advertise on a large scale.

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PROMOTIONAL STRATEGY:
It refers to the act of combining the elements of promotion mix to obtain better
results.
There are 2 types of promotional strategies each of which have been discussed below:
PUSH STRATEGY:
In push strategy the company develops such a promotional program where
The product is pushed towards the next level by the intermediaries. For Ex- the
company pushes the product to the wholesalers, the wholesalers to the retailers and
finally the product is pushed down to the consumers following the same path. This
can be understood from the following diagram:
PRODUCER-> WHOLESALER-> RETAILER-> CONSUMER
PUSH STRATEGY
PULL STRATEGY:
This approach is just the opposite if the push strategy. Here, the customers go to retailers
for a product. The retailers then ask the wholesalers who in tum ask the producer to
supply that product. It is called pull strategy because it pulls the demand of a product.
This strategy takes time to materialize the sale when compared to the push strategy. This
is a customer oriented approach. It can be understood from the diagram given below:
CONSUMER-> RETAILER-> WHOLESALER->PRODUCER
PULL STRATEGY

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Hindustan Unilever Limited is India's fastest growing consumer goods company. Since
80 years, it has been touching lives of millions of customers across India.
Way back in 1931, Unilever set up its first Indian subsidiary-Hindustan Vanaspati
Manufacturing Company, followed by Lever Brothers India Ltd. (1933) and United Traders
Ltd. (1935). These three companies joined to form HUL in November 1956.
HUL has a line of products from food and beverages to cosmetics and personal care and
home and lifestyle; like KISSAN, BRU, DOVE, PONDS, GLOW AND LOVELY, LAKME, ELLE
18, PEARS, CLINIC PLUS, PEPSODENT, LUX, CLOSE UF, SURF EXCEL, LIFEBUOY, AXE,
WHEEL, V/M, MODERN BREAD, RED LABEL TEA, VASELINE and a lot more.
The company has around 16,000 employees and an annual turnover of INR 30170 CRORES
(financial year 2014-2015). HULIs a subsidiary of Unilever, one of the leading suppliers of
Fast Moving Consumer Goods (FMCG) Products Unilever has 67.25% of shareholding in
HUL.
In October 2013, the company completed 75 years of CORPORATE EXISTANCE in India.

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Reckitt Benckiser is a multinational consumer goods company. It was
founded by Johann A Benckiser in Germany in 1823, and it went in public
in 1997.
Reckitt and sons started a mill business in England in 1840. It later diversified
into household products as well. In 1983 Reckitt and sons merged with J. & J,
Colman and became RECKITT AND COLMAN LTD.
The company was formed as merger between, Britain's Reckitt & Colman
plc and Benckiser in December 1999, leading to the present day RECKITT
BENCKISER.
In 2014, the name has been shortened as-RB.
RB has a wide range of products-DETTOL, STREPSILS, AIRWLCG, VEET, CALGON,
VANISH, CLEARSIL, LYSOL, and MYSIL.

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The IMPERIAL TOBACCO COMPANY was established in 1910. In the earlier decades its
business was mainly confined to TOBACO products.
The company was renamed as INDIAN TOBACO COMPANY LIMITED in the year 1970, when
it diversified its business. It was again changed to I. T. C. Ltd in 1974 and subsequently to
ITC Ltd in 2001. It has its headquarters in Kolkata, West Bengal, India.
Its major cigarette brands are: WILLS, GOLD FLAKE, GOLD FLAKE KINGS, GOLD FLAKE
PREMIUM, GOLD FLAKE SUPER STAR, CLASSIC, SILK CUT, 555, DUKE ANR ROYAL.
Its other business areas are follows, along with the brand names:
FOOD: kitchens of India, Aashirvaad, Sunfeast, Bingo and Yippee.
APPAREL: Wills lifestyle and John Players.
STATIONERY: Classmate, Paperkraft and Color Crew.
PERSONAL CARE PRODUCTS: Fiama Di Wills, Essenza Di Wills,
VIVEL, superia and engage,
Other areas Include hotels, agarbattis and ITC INFOTECH INDIA.

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PRESENTATION OF
DATA ANALYSIS
AND FINDINGS

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Now, considering the borderline of this project, a particular product has been
selected for the purpose of our study “LUX”00.
LUX is one of the world's most famous iconic beauty bars. It has been the most favorite
brand in the range of bathing bars for past 80 years in India. Its price is middle-ranged
which makes it easily affordable for the middle income groups. Starting from small
grocery stores to large departmental houses, finding the different varieties of this
product is a surety. We shall now see the changes in the strategies of promotion of this
product over past few years.
LUX has many variants:
• LUX ALMOND
• LUX ORCHID
• LUX FRUIT
• LUX PEACFI & CREAM
• LUX SAFFRON
• LUX ROSE
• LUX SANDALWOOD
• LUX CHOCOLATE
• LUX HONEY GLOW
• LUX FRESH SPLASH etc.
It also has a wide range of deodorants and body wash. LUX comes with an attractive
packaging and easy to recognize label and designing.
Package size - 100gm, 120gm, 150gm
Launched - Mini LUX- 45gm at Rs 5

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SALES PROMOTION AND ADVERTISING
Sales promotion is a key process to communicate and connect with the customers and
leave an impression on their mind. Effective sales promotion technique has the ability to
persuade the customers to buy their product.
Sales promotion can be done in many ways, using different Media’s like- print media,
electronic media advertising.
LUX has a background of excellent and innovative ways of advertising to boost its sales. It
has always used most favorite actresses and movie stars as its brand ambassadors. In India
Madhubala, Nargis, Meenakumari, Sridevi, Rekha, Madhuri Dixit, Aishwarya Rai, Priyanka
Chopra, Kareena Kapoor, Katrina kaif and Deepika Padukone.
It was first of its kind to introduce a male superstar to endorse its brand Shah Rukh Khan,
Later Abhishek Bachhan and Imraan Khan was also seen in the advertisement of LUX.
For sales promotion, LUX has used many tactics most of which are short term. They are
designed to get quick response. They usually last for a very short period of time, these
are short lived offers and limited edition soaps, sponsoring different TV programs are also
worth to be mentioned...

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LUX GOLD STAR OFFER: This offer involved presence of Gold Coin inside ä few
selected packs.
LUX STAR BANO AISH KARO: It involved 50 lucky winners who would get a chance
to live a day like Aishwarya, get styled by her personal stylist and Neeta Lulla sarees. They
would get to go on a dinner date with Abhishek and Aishwarya.
LUX HAR STAR LUCKY STAR OFFER: It was done to celebrate 75 years of stardom.
Some selected packs would come with STARS printed inside the wrapper with 75 written
on them. The Lucky ones who got the wrapper would get free supply of Lux for a year.
Now we shall see how advertising and sales promotion has affected the buying habits of
the consumer and whether it has an impact on its sales.
A questionnaire has been prepared and 20 people have been questioned accordingly.
Based on that data, some useful charts and diagrams have given to show the Impact.
The questionnaire has been attached at the end of the project report.

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CONSUMERS BUYING HABITS BASED ON
ADVERTISEMENTS:
No. Of People
Fully dependent on advertisement 10
Partially depend on advertisement 7
Brand loyal 3
TOTAL 20
From the above pie chart, we can depict that, 10 out of 20 people questioned frequently
depend on advertisement for purchasing LUX.
7 out of 20 people are hoverer partially dependent on the advertisements. These people
have a fair chance of buying any other product of similar nature as they are quite
indifferent in making their choice. While, 3 out of 20 people are brand loyal which depicts
that they have little effect of advertisement and even if they have, it is positive.
Lux has therefore been successful in affecting the overall buying habits of the
consumers. It is seen to have a positive persuading quality to affect the mind of the
consumers.
50%
35%
15% Fully dependent on
advertisement
Partially depend on
advertisement
Brand loyal

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Now, describing Dettol from Reckitt Benckiser.
Dettol Antiseptic liquid was launched in India in 1933. It has line of different hygiene
products. It can be used on cuts, wounds, to disinfect clothes and household floors.
Later this antiseptic liquid was diversified into other products Like dettol soap, dettol hand
wash etc.
The Dettol soap is a bathing bar with special antibacterial qualities and a fresh fragrance.
It has variants like:
• Dettol antibacterial original soap
• Dettol antibacterial skincare soap
• Dettol antibacterial sensitive bar soap.
• Dettol cool menthol bar
• Dettol fresh bar soap
Packaging: 30 gm. 70 gm and 120 gm bars.

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ADVERTISING AND SALESPROMOTION:
Its advertising started as soon as the soaps were launched. DETTOL
resorts to main types of media for its advertising mainly the print
media and the electronic media television being the primary
medium of its advertisement. It spends around 60% of its
advertising budget on all channels.
These advertisements become more frequent in summer season.
The brand is endorsed by INDIAN MEDICAL ASSOCIATION. It has widely
accepted to kill germs and give 100% protection against bacteria, as it says "BE
100% SURE".

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Right from the beginning of the launch of this product, advertisements have
Disease revolved around mothers who want to protect their families from
germs and disease.
Dettol soaps have used hygiene as the main theme. Its advertising is simple
and does not have involvement of actors and movie star like LUX.
The questionnaire has been attached at the end of the project report. Results
have been depicted below.

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CONSUMER'S BUYING HABITS BASED ON ADVERTISEMENT:
No. Of People
Fully dependent on advertisement 6
Partially depend on advertisement 4
Brand loyal 3
TOTAL 13
From the above pie diagram it becomes quite convenient to see that there is only a
slight difference between people who are brand loyal and those who frequently
depend on advertisement for their choice of purchase.
However advertising and sales promotion is seen to have little effect on the brand loyal
customers.
Here, advertising is seen to a less Impact on the mind of the consumers when compared
to that of LUX.
46%
31%
23% Fully dependent on
advertisement
Partially depend on
advertisement
Brand loyal

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Now, describing Vivel from ITC Limited.
Vivel has been known to offer great value to the customers since 2008. It is a beauty
bathing bar. It caters to the mid-market and upper mid-market consumer segments. It
offers nourishment, protection and moisturization for soft and supple skin. It has been
further expanded into various range of products apart from soap like-shampoo, skin care,
body wash, shaving gel, face wash etc.
VIVEL soaps are available in following variants:
• VIVEL SHEA BUTTER
• VIVEL ALOEVERA VIVEL GREEN TEA
• VIVEL MIXED FRUIT+CREAM
• REFRESH+MOISTURISE VIVEL
• VIVEL YOUNG GLOW
• VIVEL SATIN SOFT
• VIVEL AYURVEDA ESSENCE
• VIVEL SILK SPRING
• VIVEL MILK CREAM AND GLYCERIN
• VJVEL DEO SPIRIT

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PACKAGING- Vivel has been catching the eyes of the consumer when it comes to
packaging. It has introduced a cardboard box for 2 special variants, known as "FLIP
TOP BOX". It safeguards the fragrance of the soap and also increases shelf life. It is
one of its kinds in the soap industry and has definitely gathered a positive response.
ADVERTISEMENT AND SALES PROMOTION:
Just like the above 2 companies Vivel also uses mainly the print and the electronic media
to connect with its customers.
Advertising has a great impact on the minds of the consumers. It has movie Stars like
Kareena Kapoor, Dev and Trisha as its brand endorsers. Its television commercials revolve
around Karenna Kapoor, having soft nourished and glowing skin, her secret being none
other than Vivel. It gives a special message to the young woman who desires to look as
great as Kareena.
It works on the idea that "if it’s good for her, it’s good for me". As far as sales promotion
is considered, Vivel is behind none. It has played well in the market, sales promotion
tactics are short term and valid only for a limited period, Various contests, offer prices,
limited edition products, introductory offers etc. have been adopted so far. Some of the
remarkable ones are listed below.
VIVEL SEE THE WGRLD CONTEST: special "see the world" carton packs
chance to win a dream family holiday in Switzerland, Paris and Italy and 100 winners
would get to go on a vacation Goa, Tirupati and Shimla.

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VIVEL MAKE YOUR DREAM COME TRUE CONTEST: It promised the
customers to fulfill their dreams by awarding them an opportunity to win 5lakh rupees.
Like the previous ones it was only for a very short period of time and generated a fairly
good response from the consumer.
VIVEL DEO SPIRIT FRESH FACE OF THE MONTH: This offer was mainly
introduced for the youngsters. All what one needed to do was to upload their pictures on
social media (facebook), the one who got maximum likes would be selected as the fresh
face of the month.
Other promotional strategies include heavy advertising at the time of DURGA PUJA in and
around puja pandals in Kolkata and nearby areas. Organizing and sponsoring different local
beauty contests for girls etc. have also extended great support maximizing sales and
generating revenue.

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CONSUMER's Buying HABITS BASED ON
ADVERTISEMENT:
Out of 50 people 17 people choose the Vivel. Between 17 people were answer those
questions. An analysis of that has been presented on the pie chart below.
No. Of People
Fully dependent on advertisement 7
Partially depend on advertisement 6
Brand loyal 4
TOTAL 17
From the above chart it becomes quite clear that 7 out of 17 people questioned, are
frequently dependent on advertisement for making their choice.
6 out of 17 people are however found to be partially dependable while 4 out of 17
choose to be loyal customer, having little effect of advertisement.
41%
35%
24% Fully dependent on
advertisement
Partially depend on
advertisement
Brand loyal

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COMPARATIVE ANALYSIS BETWEEN three SOAP USING BY
CUSTOMERS
A comparative study can be done from the data provided and presented earlier in this
project.
Now, considering the borderline of this project, a particular product from the personal
care section has been selected for the purpose of our study "LUX", “DETTOL” and
“VIVEL SOAP.”
PRODUCT No. Of People
LUX 20
DETTOL 13
VIVEL 17
OTHER 00
TOTAL 50
Out of 50 people 20 people choose Lux, 13 people choose Dettol and 17
people choose Vivel.
40%
26%
34% LUX
DETTOL
VIVEL
OTHER

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COMPARATIVE ANALYSIS FREQUENTLY DEPENDENT ON
ADVERTISEMENT:
Firstly, we shall analyze the no. of consumers who are frequently dependent on
advertisement for their choice of purchase:
FREQUENTLY DEPENDENT ON ADVERTISEMENT:
No. Of People
LUX 10
DETTOL 6
VIVEL 7
TOTAL 23
Out of total 50 people questioned, 23 of them are having heavy impact of advertising on
their purchase of soaps; Dettol is not far from Vivel, while lux tops the list by having a
slightly higher response rate. This study depicts that approximately 51% of consumers are
dependent on advertisement.
In case of advertisement, TV commercial are the most appealing one. This media has a
more long lasting effect on the consumers as it uses the audio visual aids.
0
2
4
6
8
10
12
LUX DETTOL VIVEL

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PARTIATLY DEPENDENT ON ADVERTISEMENT:
This analysis shows the no. of consumers who are only partially dependent on
advertisement for their purchase. They are most likely to shift to other product and not for
any particular brand, these consumers are most likely to be fluctuating ones.
A clearer picture can be seen as follows:
No. Of People
LUX 7
DETTOL 4
VIVEL 6
TOTAL 17
The above picture depicts that out of 50 people questioned in total, 17 of them are partially
dependent on advertisement. Lux and Vivel are not far to equal levels whereas Dettol can
be seen first position in this competition by percentage. This means that approximately
34% people are not so much affected by the advertisements. They also consider the other
aspects of a product before making their final purchase.
0
1
2
3
4
5
6
7
8
LUX DETTOL VIVEL

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BRAND LOYAL CUSTOMERS:
These customers are the most favorite group of consumers for any company. This is
because they are paying a price for that particular brand. They feel that only that brand
can relate their wants and give them maximum satisfaction.
No. Of People
LUX 3
DETTOL 3
VIVEL 4
TOTAL 10
10 out of 50 people are found to be brand loyal. This means only 20% people are ready to
pay a price for the "brand". In this study, we can see that Vivel tops the list followed by
Dettol and Lux is found to be equal position by percentage.
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
LUX DETTOL VIVEL

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Other findings:
Other findings on the basis of another entirely different questionnaire are as follows:
Apart from the 50 consumers, regarding the other aspects like their most favorite
advertisement out of the 3 above mentioned products.
MOST FAVORITE ADVERTISEMENT:
No. Of People
LUX 18
DETTOL 12
VIVEL 13
OTHER 7
TOTAL 50
From the above pie chart we can see that people have voted-LUX for the most favorite
advertisement.
VIVEL comes next, where 13 out of 50 people like Vivel advertisement featuring Kareena
Kapoor. Dettol not running far behind Vivel, but is not at par or in comparison to LUX.
36%
24%
26%
14% LUX
DETTOL
VIVEL
OTHER

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CONCLUSIONAND
RECOMMENDATION
After all the above analysis we can say that when it comes to advertising and
promotional strategies, top companies spend huge amounts of money on these
activities, not only in India but all across the globe.
We can see advertisements all around us, be it newspapers, magazines, T. V. or
any website on the internet, People are changing and becoming more
appealing advertisements and such promotional strategies which can relate to
the need of today's modern and independent woman.

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CONCLUSION
HUL:
HUL has always been updated when it comes to sales promotion. It has the ability to hold
its customers interests and satisfy their wants. It has been constantly updating product
quality, packaging, labeling, pricing. It is constantly striving for better innovations.
LUX, as discussed earlier has always been earmarked by top film stars and accompanied by
one of its kind sales promotion tactics-one of the most important reason why LUX stands
out from the rest of its competitors. LUX has been using the push strategy to push down
its product from the floor of the producer to the floor of the consumers. The producers
push the product to the wholesalers, from the wholesalers the product is pushed down to
the retailers and finally to the consumers. Another important aspect which helps it to
maintain its position in this cut throat competition is the easy availability of the product in
the market. Be it shopping centre or any small local grocery store, one is sure to find LUX
on the shelves of the shop.
LUX is thus the all -time favorite of many women in India.
RB:
When it comes to effective sales promotion, DETTOL soap has not been able to score as
high as the LUX soap. Its advertising techniques and sales promotion tools are not as much
effective when compared to the other products of similar nature. Its advertisement has
not been innovative. From past many years we can see same type of advertisements.
In this fast and dynamic world people want something that leaves an impression on their
minds that tells them what is different in that particular product and what special it has to
offer, which the other soaps in competition won't provide them. Dettol has not been able
to do that till date.
ITC:
Ever since ITC has launched its brand VIVEL, it has been new in its concept of advertising.
Vivel has “Kareena Kapoor as its brand ambassador.” If we, review the earlier discussions
in this project we would find that VIVEL has been always targeting the younger generations
for its sales promotion. Coming up with small beauty contests, hoardings in DURGA PUJAS
to expensive promotional techniques like see the world contest etc. Bas left an everlasting
effect on the minds of the consumers. It has updated its packaging into one of the kind
cardboard box. This has made the product remarkable from other products in the market.

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RECOMMENDETION
• Majority of the consumers prefer conventional kirana stores to buy soaps.
The company should expand its distribution selectively by identifying
reputed shops in each locality of the rural and urban areas.
• In the case of urban areas supermarkets and departmental stores are
preferred by consumers after the kirana stores. The company should take
steps to see that all kinds of supermarkets and departmental stores are
considered while distributing the different brands of the soaps.
• As far as the factor Affordability is concerned, the consumers feel that the
soaps are priced at higher levels. Even though some respondents have
expressed agreement over affordability, it is mostly because of their
financial positions and other plus points of the soap, but not because of its
generally affordable price. This implies that the further increase in the
prices of soaps may affect the consumer loyalty. In that case, the
consumers may switch to other brands of soaps. To avoid switching of
customers to other brands, the company should take initiates for not
increasing the prices of soaps. Instead, it should take measures of cost
reduction to make it more affordable and competitive.
• Certain customers have also expressed disagreement over size and
durability of the soap. Therefore, the company should move in the
direction of improving the size and shape of soap.
• As observed during the study the consumers expect some discounts on
soaps. Therefore, to attract consumers, the company can offer some
product discounts on soaps during occasions like festivals, slack seasons
etc. This would make the consumers to buy more and also would attract
new customers to the company.

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• Male and Female consumers have different opinions towards the factor
Association with brand. The company should try to make efforts in the
areas of advertising and promotion so as to improve perception of both
genders towards the soap.
• Availability and Quality has significant difference in the opinions of
consumers of different age groups. Since the consumers of different age
groups shopping from different kinds of shops like kirana store,
departmental store, supermarket and hypermarkets, it is suggested that the
Soaps are made available in all these types of outlets.
• Consumers of different educational qualification, occupation and annual
incomes do not have significant difference in their opinions towards the
factors. While designing the marketing strategies, the company need not
consider these demographic variables as criteria.

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BIBLIOGRAPHY AND WEBLIOGRAPHY
Data and relevant information for the preparation of this project has been taken from the
following sources:
BIBLIOGRAPHY:
Principles of Marketing and E-commerce- by Ishita Lahiri and Sujit Kumar Ghosh, PEARSON
publications
WEBLIOGRAPHY:
www.google.Co.in
www.hul.com
www.dettol.com.au
www.dettol.co.in
www.itcoortal.Com
www.rb.com
www.vivel.in
www.exchange4n7edia.com
Wikipedia-the free encyclopedia
IMAGE SOURCE:
www.Google.co.in/imghp

41
ANNEXURE
Questionnaires have been prepared by me and I have questioned the people in
and around my locality.
The area selected for collecting data is Kolkata, India. The people who have
been asked to fill the Questionnaires fall in the middle to upper middle income
group. It mostly comprised of young to middle aged woman, since the project
is centered on beauty and bathing bar. Young college students, teachers, house
wives, service holders etc have been selected for questioning.
The sample size of the data has been kept small for effective handling and easy
compilation. Thus the results and conclusions drawn on the basis of this study
is only indicative and for theoretical explanation. It should not be taken to be
absolutely precise and correct. It is not exhaustive. The results are likely to vary
according to area of study-whether urban or rural or semi-urban, age-sex
composition, educational qualification, income level of the person and above
all, personal tastes and preferences.
There are some COMPARATIVE Questionnaire for three major soap Lux, Dettol
and Vivel.

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COMPARATIVE QUESTIONNAIRES
Dear sir/ madam,
I am a student of GOENKA COLLEGE OF COMMERCE AND BUSINESS
ADMINISTRATION conducting a marketing research on verity of soap. I request you to
fill this questionnaire and I will collect the data only for education purpose
Name:
Contact no:
Gender:
1. Which of the following most preferable soap / bathing bar do you use?
A) LUX B) DETTOL C) VIVEL D) OTHER
2. What is the reason behind choosing your brand?
A) Advertisement B) Easy availability C) Price D)Other
3. How did you come to know about above these products?
A) Advertisements C) Shopkeepers and retailers
B) Friends D) Any other source
4.1. If you use LUX, then how much do you depend on its ads to make your choice while
purchasing?
A) Frequently depend on ads. B) Partially dependent on ads. C) Brand loyal.
OR
4.2. If you use Dettol, then how much do you depend on its ads to make your choice
while purchasing?
A) Frequently depend on ads. B) Partially dependent on ads. C) Brand loyal.
OR

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4.3 If you use Vivel, then how much do you depend on its ads to make your choice while
purchasing?
A) Frequently depend on ads. B) Partially dependent on ads. C) Brand loyal.
5. If you use LUX then, are you satisfied with this product? If no, please mention the reason
for the same?
A) Yes B) No
Reason (if no):
OR
If you use DETTOL then, are you satisfied with this product? If no, please mention the
reason for the same?
A) Yes B) No
Reason (if no):
OR
If you use VIVEL then, are you satisfied with this product? If no, please mention the reason
for the same?
A) Yes B) No
Reason (if no):
6. Which of these is your most favorite advertisement?
A) LUX B) DETTOL C) VIVEL D) OTHER

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7. What kind of soap you prefer?
A) Moisturizer B) Glycerin C) Anti germ
8. How many times in a day you take soap?
A) Once B) Twice C) Thrice D) None
9. Did you ever face any difficulty regarding the availability of the product LUX If yes,
and then please mention the name and location of the store.
A) Yes. B) No.
10. Did you ever face any difficulty regarding the availability of the product DETTOL If
yes, and then please mention the name and location of the store.
A) Yes. B) No.
11. Did you ever face any difficulty regarding the availability of the product VIVEL If yes,
and then please mention the name and location of the store.
A) Yes. B) No.
12. If your desire brand of those soaps not available then,
A) Take any other verity B) Visit to next shop
C) Suggest having that verity D) Postpone decision