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 THREE
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.