1. COMPARATIVE STUDY OF SOAPS OF
HUL, P&G, GODREJ, NIRMA AND
JOHNSON & JOHNSON
A SUMMER TRAINING PROJECT REPORT
Submitted By
KSHITIZ
(M.B.A Batch 2009-11)
In partial fulfillment of the requirements of the degree of
MASTER OF BUISNESS ADMINISTRATION
SUBMITTED TO:-
CORPORATE GUIDE:- ACADEMIC GUIDE:-
Mr. ANKUR CHAWLA Mr. ASIM ROY
T.S.O. Assistant professor
Ghaziabad Department of Management studies
SRM University
Delhi-Meerut Road,
Sikri Kalan,
Modinagar, Ghaziabad.
SRM UNIVERSITY
NCR CAMPUS
1

2. DECLARATION
I, Kshitiz, MBA programme, SRM University, batch of 2009-2011 do hereby
solemnly declare that this dissertation is an original work of mine and this has
not been submitted to any other institute/University towards any other
degree/diploma.
Whatever information furnished in this project report is true to the best of my
knowledge.
KSHITIZ
DATE:
2

3. ACKNOWLEDGEMENT
Business World is very much competitive and moving fast with lots of changes every minute
in strategies and policies of market.
This work is a synergistic product of many minds. I am grateful for the inspiration and
wisdom of many thinkers and for the trans-generational sources and roots of this wisdom.
It has been a great opportunity to undertake research on the subject Comparative study of
Soaps of HUL, P&G, Godrej, Nirma and Johnson & Johnson. No amount of words can
express the benevolence and supportive help given to me by my guide Mr. ASIM RAY
(Faculty, Management).
I am also extremely grateful to Dr. N.C. Bansal, H.O.D., Department of M.B.A. SRM
University, NCR Campus, Modinagar, .
I also want to thank my family members for their guidance and support in the completion of
this project successfully. Last but not least I extend my gratitude to all the people whose
constant guidance and support made the completion of this project a much more enriching
experience.
I hope this project would be liked and appreciated by faculty members and students.
3

4. CERTIFICATE
TO WHOM IT MAY CONCERN
This is to certify that Sri Kshitiz, of batch 2009-2011 has completed his
summer training report and duly submitted it after my approval.
Mr. Asim Ray
Assistant Professor
SRM University,
Modinagar
Date:
4

5. TABLE OF CONTENTS
1. Declaration i
2. Acknowledgment ii
3. Company certificate iii
4. College certificate iv
5. Executive summary v
Introduction
 Introduction of FMCG 1
 Company profile 3
Indian soap market
Objective of Project 77
6. Research methodology 79
7. Data Analysis 91
8. Findings of Study 103
9. Suggestions and Recommendations 104
10. Conclusion 105
11. Bibliography 106
12. Questionnaire 107
5

6. EXECUTIVE SUMMARY
Projects and research works are integral part of academic curriculum. During the process a
student gets an opportunity to study the market scenario and set the practical aspects of
theory which makes the concept clear.
This is an outcome of the research work and study of market that undertaken on the subject
related to “Comparative study of Soaps of HUL, P&G, Godrej, Nirma and Johnson &
Johnson” for the partial fulfillment of Master of Business Administration.
The project is done with the objective to study the Purchasing Procedure of soaps. This study
and research is also to understand the value of sales and ads promotion campaign so also the
perception of soaps users and its circulation power.
This project has been analyzed by meeting a proper number of soap users in NCR region by
direct interviews and questionnaire method. It has been quite exciting and enjoying
experience to perform this job.
My detailed research and analysis has been followed in a sequential manner. It has been
presented hereby.
6

7. INTRODUCTION
7

8. INTRODUCTION
FMCG
FMCG refers to Fast Moving Consumer Goods, requirement for daily or frequent use.
Typically, a consumer buys these goods at least once a month.
The sector covers a wide gamut of products such as detergents, toilet soaps, toothpastes
shampoos, creams, powders, food products, confectioneries, beverages, cigarettes.
Typical characteristics of FMCG products.
Individual items are of small value. But all FMCG products put together account for a
significant part of the consumer’s budget.
The consumer keeps limited inventory of these products and prefers to purchase them
frequently, as and when required. Many of these products are perishable.
The consumer spends little time on the purchase decision. Rarely does he/she look for
technical specification (in contrast to industrial goods). Brand loyalties or recommendations
of reliable retailer/dealer drive purchase decisions.
8

9. Trail of a new products i.e. brand switching is often induced by heavy advertisement,
recommendation of the retailer or neighbours/friends.
These products cater to necessities, comforts as well as luxuries. They meet the demands of
the entire cross section of population. Price and income elasticity of demand varies across
products and consumers.
9

10. Company Profile
10

11. HUL - BRIEF HISTORY
The company was incorporated on 17th October, 1933 under the name of Lever
Brothers (India) Pvt. Ltd. (LBIL). It set up its manufacturing units in Bombay and
Calcutta an associated company viz., Hindustan Vanaspati Mfg. Co. Pvt. Ltd. (HVM),
was earlier incorporated on 27th November 1931 which set up a vanaspati factory in
Bombay. Both LBILK and HVM were wholly owned subsidiaries of Unilever Ltd.,
London, U.K. HVM later acquired three more vanaspati factories at Shamnagar
(West Bengal), Tirchirapalli (Tamil Nadu) and Ghaziabad (U.P) In order to market the
toilet preparations manufactured by LBIL or imported from Unilever companies, a
marketing company under the name United Traders Pvt. Ltd. (UTL) was incorporated
on 11th may, 1935 as a wholly owned subsidiary of LBIL. In 1944, the management
of LBIL and HVM was integrated. In November 1956, HVM and two small associated
companies viz. William Gossage & Sons (India) Pvt. Ltd and Joseph Crossfield &
Sons (India) Pvt. Ltd., which were wholly owned subsidiaries of Unilever Ltd., were
amalgamated with LBIL and the name was changed to Hindustan Lever Ltd. From
23rd October, 1956 activities of UTL were taken over by its holding Company LBIL.
With the amalgamation of business under one company, Indian capital was
introduced in this integrated business in 1956. HUL has been growing very rapidly,
especially in 1996 the growth was 88.6% HUL became the second private company
in India after Reliance Industries to cross the Rs 10000 crore mark in 1998. At
present it’s valued at Rs. 11764.31 crore. 1 Its rapid growth has given HUL place in
the top 5companies regularly in annual BT-500 survey. This huge success has come
due to:-
11

12.  Merger with Ponds India Limited
 Launch of 40 new products
 Doubling of rural distribution network from 50,000 to one lakh villages
n present situation to address the "The soprano problem", advertisers resort to
shadow advertisement where the products become endemic to the setting of the
show. Where the products are shown being consumed or brand name is exhibited in
the background.
In India, the first shadow advertisement was used in movie "Bobby" where
motorcycle "Rajdoot" was advertised. Recently, there was shadow advertisement of
Coca-Cola in Hindi blockbuster "Kaho Na pyar hai". But the problem with shadow
advertisement is that positioning message of the product can't be conveyed to
consumers. Hence, the concept of shadow advertisement can be extended further
so that the theme of the advertising would become endemic to entertaining show.
This would be no more exclusive advertising. Rather, advertising will be a part of the
entertainment. But this has to be done in a delicate manner so that the information
about the product is passed on to the viewers without disturbing the entertaining
element of the show. If this succeeds, that would be a great break-through for
advertisement.
12

13. INDIAN SOAP MARKET
13

14. HUL
Hindustan Lever Limited (HUL) is India’s largest fast moving consumer goods company
with leadership in Home and Personal Care Products and Foods & Beverages. HUL’s
brands, spread across 20 distinct consumer categories, touch the lives of two out of three
Indians.
If Hindustan Lever straddles the Indian corporate world, it is because of being single minded
in identifying itself with Indian aspirations and needs in every walk of life.
HUL is the market leader with 59% of share followed by Godrej. Other major players’ are
Nirma Ltd., Colgate Palmolive Ltd. Henkel Spic India Ltd.
14

15. The soap market is not only segmented on the basis of price and benefits but even a range of emotions
within that outlining frame work. For simplicity soap market can be divided into four categories.
1. Economy/Functional brand
It comprise of 35% of the market. The red carbolic cakes are low price germ killers. The
names of few of the functional brands are OK, Nirma bath and Lifebuoy. The prices of this
brand soaps range from Rs. 5 to Rs. 8 per 75 gms.
2. Popular soaps
The biggest share in the soap market, popular soap have a market share of 55%. The price of
this category of soaps ranges from Rs. 8-12 for a 75 gm cake. Each soap wants to posses a
special benefit like fragrance, freshness etc.
3. Premium soaps
It comprises of 7% of the total market. Premium brands are priced in Rs. 12-30 range for 75
gm cake. People are willing to pay more for this category of soap and several other brands
have special relationship and people. Some of the premium brand rolling market once
Cinthol ultimate, Lux International, Palmolive extra care, Le Sancy, Dettol, etc. to name a
few.
4. Super premium soaps :
This category soap is the most tiniest part in the soap market and have a share of only 24% of
the total soap market. The price range starts from Rs. 30 and above for 75 gm.
15

16. Market Share (Soap)
7% 3%
35% Economy
Popular
Premium
Super Premium
55%
The economy soap constitute 35% of market share, popular soap constitute major portion of
market share, 55% then premium and super premium constitute 7% and 3% respectively.
16

17. Segmentation of soap on the basis of price
4% 10% Rs. 5-8 Functio nal
Rs. 9-12 P o pular
Rs. 13-30 P remium
Rs. 30 abo ve supre P remium
43%
43%
From the above figure, it is very much clear that most of the toilet soaps available in India
fall into the category of popular and premium soaps, both of these groups accounts 43%,
functional soaps accounts 10% and there is small percentage for the super premium soaps.
17

18. List of soaps with their segments and prices
(prices 75-100 gms.)
Functional /Economy Popular Premium Super Premium
Rs. 5-8 Rs. 9-12 Rs. 13-30 Rs. 31 and above
Breeze Nima Palmolive Extra Dove
Jai Medimix Lux Skin Care
Palmolive Natural Hamam Pears
Lifebuoy Rexona Nevia
Borosoft Johnson Baby Soap
Margo Doy
Liril Johnson Kids
Neem Denim
Fair Glow Fa
Cinthol Park Avenue
Segmentation of soap on the basis of TFM
(Total Fatty Matters ) contents
18

19. 4% 10%
Rs. 5-8 Functional
Rs. 9-12 Popular
43%
Rs. 13-30 Premium
43%
Rs. 30-above Super
Premium
TFM 60-65% TFM 66-70% TFM 71-75% TFM 76-80%
Medimix Jai Breeze Dove
Palmolive natural Lux Hamam Nima
Lifebuoy Neem Rexona Fairglow
Lifebuoy gold Borosoft
Liril Dettol
Pears Cinthol
Denim Nevia
Lux Skin Care
Palmolive Extra care
Park avenue
19

20. Doy
Fa
Johnson Baby soap
Aramusk
20

21. People who wants natural products
• Medimix
• Hamam
• Margo
• Neem
• Rexona
• Borosoft
• Palmolive
Soaps which are general to all
• Dettol
• Hamam
• Margo
• Lifebuoy
Soaps which were launched specially for men
21

22. • Cinthol
• Park Avenue
For kids and children
• Johnson baby soap
• Johnson kids
• Doy
For women specially
• Lux skin care
• Pears
• Nevia
• Dove
• Palmolive extra care
• Fairglow
• Rexona
• Nima
• Borosoft
22

23. • Breeze
HINDUSTAN
UNILEVER
LIMITED
23

24. Breeze scent magic is the soap which fulfills the aspirations of women of rural India. Breeze
has offered them ‘beauty at an affordable price, making them look and feel beautiful.
Research and consumer visits have shown that the desire for great fragrance featured highest
in the daily beauty regime of discount soap users. Breeze explores this through the
proposition of scent in a soap scent ka kamala, ab sabum mein’ and explicitly propagates the
brand promise of the Hameshaa Kuchh extra. It delivers all this and still matches consumer’s
needs in terms of price and quantity offered staying true to its word.
Breeze has been enriched with 19 special scent oils, which ensure that one smells good for a
long time though the day. Introduced in variants like scent magic, scent magic lime, and
scent magic sandal, Breeze strives towards fulfillment the company’s mission of being
inventive in creating value.
24

25. Brand Name : Breeze
About the Brand : Originally launched in 1989, Breeze is today perceived to be a good
value for money brand – with outstanding sensory experience. Its strengths are its fragrance,
lather and the soft feeling it has on the skin.
Target : Breeze is a mass market soap that sells in the economy segment. It targets to the
people who wants to feel fragrance during the bath.
Positioning : Breeze is positioned for her who considered it as more than just soap. It is, in
fact, her beauty aid, her only cosmetic, and one that she can afford. She regards Breeze as
her only way of fulfilling her dream of looking beautiful.
25

26. Brand Name:- Dove
About the Brand:-Dove soap, which was launched by Uniliver in 1957, has been available
in India since 1995. It provides a refreshingly real alternative for women who recognize that
beauty is not simply about how you look, it is about how you feel.
Target:- It targets specially women of rich class.
Positioning:- Dove is being positioned as an alkaline substance free soap with one fourth
moisturizer for highly sensitive skin.
Price:- Rs. 45 (100gms.)
Advertising objective:- to influence the rich women who wants moisturizer not the soaps.
Advertisement strategy:- It project itself as not a soap but as moisturizer.
Sales promotion:- Rs. 10 off.
Available range & size : 100 gms
26

27. Brand Name : HAMAM
About the Brand : It is a product from HUL
Target : It targets to the middle class Indian Family.
Positioning : It positioned as a family soap with natural ingredients.
Price : Rs. 10 (100 gms)
Advertising objective : It is to emphasis on the natural quality of the soap.
Advertisement Strategy : It project as a natural product for every Indian middle class
family.
Sales Promotion : No scheme
Available range & size : 100 gms
27

28. Brand Name : Lifebuoy
About the Brand : Launched in the year 1895, Lifebuoy, for over a 100 years, has been
synonymous with health and value.
Target : The new Lifebuoy is targeted at today’s discerning housewife with a more inclusive
“family health protection for my family and me” positioning.
Positioning : Lifebuoy has made a deliberate shift from the male, victorious concept of
health to a warmer, more versatile, more responsible benefit of health for the entire family.
Brand Name : Lifebuoy International Gold
About the Brand : The brand was launched by Hindustan Level Ltd. This soap is not a red
carbolic soap as Lifebuoy normally is.
Target : It targets to the every Indian family starting middle class.
Positioning : It positioned as a family a soap
Price : Rs. 10.
Advertisement strategy : The strategy they followed was to emphasis on the quality aspect
of the soap as well as the colour of the soap as it is totally a white in colour.
28

29. Brand Name : LIRIL
About the Brand : Product from HUL.
Target : it targets to the women of upper middle class
Positioning : Positioned as a beauty soap for female.
Price : Rs. 15
Advertising objective : To popularize the brand by using beautiful model.
Advertisement Strategy : It presented the soap as a product for women who doesn’t gave it
up in any condition.
Sales Promotion : No scheme.
Available Range & Size : Liril Lime, Liril Aqua (75 gms)
29

30. Brand Name : Lux
About the Brand : Lux is one the biggest brands in the soap category. Lux was launched in
India in the year 1905. A unique soap, which protects the skin’s fairness against darkening
by the sun.
Target : Lux targets the women of age group of 15-40 having the monthly family income
Rs. 10000-20000 who are more concerned about taking care of skin and wants dazzling skin.
It targets at the women from the middle class and above. In short, Lux has worked it charm
on millions of women making their dreams of beauty come true.
Positioning : Lux wants to position itself as the premium beauty care product for women,
which gives them glowing skin and will help in taking care of different type of skin. Lux
positiones as a Filmi Sitaron ka Soundarya Sabun”
Price : 14
Advertising objective : The advertising objectives of HUL for Lux are to cover vast area
(whole of India) and influence women from 350 million middle class family to use Lux
according to the type of skin for radiance or glowing skin.
Advertisement Strategy : The advertising agency responsible for Lux is HTA. The main
aim of HTA is to project Lux as a product for dreamy women who have her skin glow like a
film Stars after her bath. The recent model for this advertisement is Aishwarya Rai.
30

31. Brand Name : Pears
About the Brand : It is product from Hindustan Liver Limited
Target : It basically target to women from age group 15-45
Positioning : It positions as a clear soap as it contains glycerin
Price : Rs. 19.50 (75 gms)
Advertising objective : The objective is to popularize the brand
Advertisement Strategy : The strategy they took was to project pears as a soap which
contains “Kuch nehin” mean no harmful chemical.
Sales Promotion : Buy 3 pears and save Rs. 8.50
Available Range & Size : 75 gms.
31

32. OTHER COMPETITORS
32

33. Brand Name : PALMOLIVE EXTRA CARES
About the Brand : Palmolive extra care is a product from stable of Colgate – Palmolive
company. Introduce in 1998 and it was able to capture a market share of 11% of the total
premium market in the urban area a mainly metro and semi-metro.
Target : Palmolive extra care aiming at upper middle class women and above. It target
women from age group of 15-40.
Positioning : Endorsed by Famina Miss India (Top model) it positioned as the extra skin
care taker, i.e. for different skin, different soaps are used.
Price : Rs. 14.50 (75 gms)
Advertising objective : The advertisement objective of Golgate Palmolive Ltd. was to
popularize the brand and to influence the upper middle class women of urban and semi-urban
area.
Advertisement Strategy : Redeffussion Dy & R who is handling this account apply certain
strategy to achieve the advertisement objective.
Available Range & Size : Palmolive extra care green for normal skin Palmolive extra care
white for dry skin, Palmolive extra care pink for oily skin. (75 gms and 125 gms).
33

34. Brand Name : FA SOAP
About the Brand : The strength of the fa soap is its mild fragrances.
Target : It targeted the women class from middle class and upwards.
Positioning : It position as a soap for women.
Price : Rs. 15
Advertising objective : The advertising objective of Henkel India Ltd. to influence the
women.
Advertisement Strategy : The advertisement strategy is to present Fa as a soap for women
who wants soft skin.
Sales Promotion : No scheme.
Available Range & Size : 75 gms and 125 gms
34

35. Brand Name : Dettol
About the Brand : It is a product from Reckitt Benckiser. Ltd.
Target : It targets every upper Indian middle class family.
Positioning : It positioned as a soap which makes family “Surakshit”
Advertising objective : It is to present Dettol as a product for skin security.
Advertisement Strategy : Emphasis on Suraksha part of dettol, i.e. “dettol suraksha”
Sales Promotion : No scheme.
Available Range & Size : 125 gms
35

36. Brand Name: NIMA
About the Brand: It is the product from Nirma Ltd.
Target: It caters to the needs of women of age group of 16-30.
Positioning: It positioned as a soap for women.
Price: Rs. 10
Advertising Objective: To attract the women from middle class and upward family.
Advertisement Strategy: Strategy was to project the soap that could make women more
beautiful and feel young.
Sales Promotion: No scheme
Available Range & Size: Nirma Rose, Nima Sandel (100 gms)
36

37. Brand Name: FIAMA DI WILLS
About the Brand:. Launched on September 15, 2007, the brand was the second to roll out of
ITC’s personal care stable. Its USP is the blend of "nature and science" across its portfolio of
products, resulting from four years of intensive research at the ITC Research and
Development Centre in Bangalore
Target: It targets to the women who likes to take care of her skin by intense moisturizer. It
targets women of age group from 15-35.
Positioning: Position as soap with natural ingredients.
Advertising Objective: to influence the women who want star gazing.
Advertisement Strategy: Promote Wills Lifestyle Fashion Week 2010 was also sponsored
by Fiama Di Wills.
Sales Promotion: heavy consumer schemes
Price: Rs.18
Available Range & Size: 120 gms.
37

38. Brand Name: JOHNSON BABY SOAP
About the Brand: Enriched with Johnson’s Baby Oil, this is the mildest gentlest and
completely safe soap, to use on baby’s delicate skin.
Target: Johnson baby soaps targets all the baby upto the age of 2 years.
Positioning: It position as a soap without any harsh chemical and will take care of baby’s
sensitive skin.
Price: Rs. 23
Advertising Objective: To influence the parents and wants their baby should taken care by
mildest and completely safe soap.
Advertisement Strategy: The main aim of advertisement strategy is to project Johnson baby
soap with no strong perfumes, no colouring agents or any harsh chemicals that will strip away
the skin’s natural microbial flora. Causing no allergy or irritation to baby’s skin.
Sales Promotion: No scheme is available now.
Available Range & Size: 100 gms.
38

39. Brand Name: Fairglow
About the Brand: Fairglow has a unique Bio-extract ‘Natural Oxy-G’ that is of vegetable
origin and absolutely safe. Its natural action involves reduction of the black melanin in the
skin without changing the skin’s natural balance. The Natural Oxy-G also helps remove
blemishes to give the user a smooth and glowing complexion. FAIRGLOW therefore,
provides fairness for the face and the whole body without any extra effort.
Target: It targets to the every women of India who wants to have fair-bright complexion.
That is why it was one of the top successful brand of 2001.
Positioning: It position as a beauty soap with Natural Oxy-G which help the skin to reduce
black melanin without changing skin’s natural balance.
Price: Rs. 10
Advertising Objective: The objective is to attract every women of the country who looks for
better complexion.
Advertisement Strategy: It project the soap which could make the face and whole body
more fairer without any extra effort and give twin advantage of clean and fresh bath.
Sales Promotion: No scheme is given.
Available Range & Size: 75 gms and 125 gms.
39

40. Brand Name: NEW CINTHOL SKIN FRESH
About the Brand: NEW CINTHOL SKIN FRESH is a unique toilet soap with Orange
extracts which gives freshness along with skincare. Orange is an ingredient known for its
skin benefits since times immemorial and CINTHOL SKIN FRESH offers the same
benefits in the form of soap for a Fresh and Lively skin to all its consumers.
Target: First it targeted to the men now the new Cinthol Skin Fresh targets to the all people
from young to old.
Positioning: It position itself as the beauty soap which keeps the people fresh.
Advertising Objective: The objective is to influence all the people who always try to keep
themselves fresh.
Advertisement Strategy: The advertisement strategy is to project new Cinthol Skin Fresh
soap as an element of freshness as well as cleaning.
Available Range & Size: Cinthol Regular (100 gms), Cinthol International Lime (100 gms),
Cinthol Lime Fresh (75 gms, 125 gms.).
40

41. OBJECTIVE OF THE
STUDY
41

42. OBJECTIVE OF THE STUDY
 Study the comparative study of HUL, P&G, Nirma, Johnson & Johnson and Godrej in
respect of Price, Promotion and consumer demands.
 To study the market share of HUL in Ghaziabad territory.
 The check out the how much population uses HUL of P&G products.
 To analysis the sales trend in three years..
 My research objective is to do the survey of small samples in various parts of Ghaziabad
and fill up the Questionnaire by them.
 To study the consumer behavior pattern in Ghaziabad.
 My research objective is to make out the research for the companies with the less
expenditure on the research process with the maximum amount of profit by the
research done.
 To check out which one of the company expands more money on their advertisement.
 To study the future strategies of HUL for Ghaziabad territory
42

43. RESEARCH
METHODOLOGY
43

44. RESEARCH METHODOLOGY
Classification of Marketing Research
(Based on subject of research)
The various marketing research problems can be classified based on subject matter of
research as shown below:
 Research on products
 Research on market
 Research on consumer
 Research on advertising and promotion
 Research on distribution
 Research on price
 Research on competition
 Research on sales
This project has followed all the above criteria’s and following things are taken into
consideration for the preparation report :
44

45. Research Design
A research design is purely and simply the focus of the study in on studying the banner
advertising is conclusive in nature that guides to the collection and analysis of data. The
descriptive research design has been used in this project, because consumer’s feedback was
necessary for obtaining the data.
Data sources
Primary data was collected by the questionnaire based marked survey. Secondary data was
obtained from journals, magazines newspapers, books and the internet.
Research Instrument
For doing the survey research, structured questionnaire with both open ended and close ended
questions were used.
Mode of Survey
The mode of survey was personal interview with the respondents during the filling up of the
questionnaire.
Sampling
The sampling used for this study was probability sampling. Since the study is only meant for
certain specific categories within the total population, a stratified random sample was used.
Three groups of categories have been taken into account viz. students professionals and
general public.
Sample Size
45

46. A sample size of 150 respondents is used for the study.
Sample Unit
This study was basically an opinion survey of the male of female in category of students,
professionals and section A, B, & C people.
Place of study
The study and survey is done in national capital region only.
46

47. COMPARISON OF MARKET SHARE OF HUL, P&G,
GODREJ, NIRMA, AND J&J
4%
10%
HLL
12% P&G
Godrej
59% Nirma
15% Johnson & Johnson
After research done by me I analyze that the market shares of the HUL products was
greater than other companies, which shows that the acceptance of HUL products are
more by consumer.
The percentage of market shares are as follow:-
 The market share of HUL is 59% of the total of consumed products.
 The market share of P&G is 15% of the total of consumed products.
 The market share of GODREJ is 12% of the total of consumed products.
47

48.  The market share of NIRMA is 10% of the total of consumed products.
 The market share of JOHNSON & JOHNSON is 4% of the total of consumed
products.
Therefore HUL is considered as the one of the most branded and reliable company and the
product are frequently accepted and used by each and every category of consumer. And the
HUL put its all effort to maintain its standard with respect to price and the quality of the
products.
48

49. 2. The brands generally demanded by the consumer.
I. HUL demanded approximately 60%.
II. P&G demanded approximately 15%.
III. NIRMA demanded approximately 15%.
IV. JOHNSON & JOHNSON demanded approximately 10%.
70%
60%
HLL demanded (Approx.)
50%
P&G demand (Approx.)
40%
30% Nirma demanded (Approx.)
20% Johnson & Johnson
demanded (Approx.)
10%
0%
1
49

50. Graphical representation of the brands demanded by the consumer
1. On the question that how much the brand name of the soap is important for the
consumer during the purchasing of the soap. Near about 40% are causes about the
brand names of the soap, 25% are not, about 20% used regular brands and 15% of
them are not answered.
50%
Serious about the
40% brands
Not serious
30%
20% Usually used same
brands
10% Not answered
0%
50

51. DATA ANALYSIS
1. After the survey (150 samples) the population understands the soap by its brands
regarded with quality. The results are:
I 30% known by the company name.
II 45% known by the quality of the soap.
III 10% known by the identifying the name.
IV 15% known by the types of the soaps.
50%
Company name
40%
Quality of the
30% soap
20% Identifying name
10% Types of the soap
0%
1
51

52. 2. Mostly consumer uses.
I HAMMAM 5%
II DETTOL 9%
III LUX 28%
IV LIRIL 20%
V BREEZE 8%
VI DOVE 3%
VII PEARS 4%
VIII LIFEBOUY 13%
IX NIRMA 14%
X OTHERS 6%
52

53. 30% Hammam
25% Dettol
Lux
20%
Liril
15% Breeze
Dove
10%
Pears
5% Lifebouy
0% Nirma
1 Others
53

54. 3. The individual rates their present soap by the following qualities-
I Packaging of soap 15%
II Company name 20%
III Price of the soap 30%
IV All of the above 35%
40%
30%
20% Series1
10%
0%
All of the
Packaging
the soap
Company
Price of
of soap
above
name
54

55. 4. All the individuals preferred to change new brand of the soap.
I Frequently changes the brands 10%
II Rarely changes the brands 40%
I Punctual on one brand 45%
II Changes according to the climatic situation 5%
40%
30%
20% Series1
10%
0%
the soap
Packaging
All of the
Company
Price of
of soap
above
name
55

56. 5. The factors which make the consumer to purchase the soap as rated.
I. Parent suggestion 35%
II. Friends suggestion 15%
III T.V. advertisement 25%
IV Owned suggestion 25%
40%
35%
30%
25% Parent suggestion
Friends suggestion
20%
T.V. advertisement
15% Owned suggestion
10%
5%
0%
1
56

57. 6. After the survey of 50 samples I analyse that large family uses-.
I. HUL 45%
II. P&G 15%
III JOHNSON & JOHNSON 10%
IV NIRMA 30%
V OTHERS 5%
45%
40%
35%
30% HLL
P&G
25%
Johnson & Johnson
20% Nirma
15% Others
10%
5%
0%
1
57

58. 7. After the survey of 50 samples I analyse that small family uses-.
I. HUL SOAPS 30%
II. P&G 15%
III JOHNSON & JOHNSON 20%
IV NIRMA 30%
V OTHERS 5%
35%
30%
25%
HLL Soaps
20% P&G
Nirma
15% Johnson & Johnson
Others
10%
5%
0%
1
58

59. 8. In the premium segmentation of the soap the rich people uses-
I. Pears 30%
II. Dove 55%
III Camey 10%
IV Doy 5%
60%
50%
40% Pears
Dove
30%
Camey
20% Doy
10%
0%
1
59

60. PRODUCT DIFFERENTIATION
Product differentiation is apart of marketing tools so it is very common in FMCG sector also.
Differentiation means variation of product by means of form, feature, style and many more.
The product differentiation which occur in soap industries are as follows:
• FORM: Some soap are oval some are rectangular and some are almond
shape some also have the shape of animals, some found in 75 gms, and some are 125
gms and are found 150 gms.
• FEATURE: Some soaps are herbal, some are non alkaline and alkaline.
• PERFORMANCE: Some soap melt less in water and some melt quickly.
• PACKAGING: Little soap is wrapped in paper pack and little soap is
found in visible plastic pack.
60

61. ADVERTISEMENT EXPENDITURE
Advertisement plays a vital role in marketing of products. Few years’ back the ratio between
advertisement and sales promotion was 70:30 but this ratio changed dramatically. Now the
ratio between advertisement and sales is 40:60. It is believed that sales promotion is effective
if it is backed by advertisement. All the manufacturer of FMCG product spent huge money
in advertisement.
Advertisement Expenditure of HUL
Advertising spends increased by 5 percent in CY 2004 unlike popular market perception that
HUL had cut back ad spend. However, the company is now focusing attention on
rationalizing its brand portfolio from 110 to 30.
Rs in mm 2006 Dec 2005 Dec
Advertising 14,040 13,540
and Promotions
Sales 86,230 81,850
% of Sales 16.3 16.5
61

62. 140
120
100
80 Advertisements
60 Sales
40
20
0
2004 Dec
2005 Dec
Godrej Consumer Private Limited, the other major player in Indian soap market has decided
to spend Rs. 1bn in advertisement and promotion in 2004. In 2003 they spent Rs. 500 mn
advertisement and promotion.
Colgate – Palmolive, Nirma, HENKEL-Spic Ltd., VVF Limited, the other player in Indian
soap market are not behind too much in spending for advertisement and promotion.
62

63. FINDINGS OF STUDIES
After the research of my study I found that
• Lower class people use Nirma & Lifebuoy because it cost price is very less and they
can afford to buy it.
• Middle class people uses Lux, Cinthol & Liril because these are economical soaps.
• Upper class people use Camay, Pears & Dove these soaps tell of high society.
• Most people like HUL products because it has got varieties of products.
• Lux & Breeze are favorites of women.
• Johnson & Johnson have targeted the children and they have achieved it.
• People say that price of Dove & Pears should be economical to all categories.
• People demands for Nirma soaps mostly because it is economical.
63

64. SUGGESTION AND RECOMMENDATION
On the basis of my studies I want to suggest that P&G has to make out the more products
varieties according with different product segmentations same as the HUL did to grasp the
market shares.
Because any company stands in the competitive market should have lot of varieties of
products to overtake the entire market. The P&G has to check out there pricing strategy
because the price of the HUL is much lesser than P&G and other companies.
The sales and promotional activities of HUL is very effective than other competitive
companies. The HUL invest more money on advertisement and it also emphasize on the
dealer network distribution with the help of there talented marketing executives.
Therefore, I suggest to other related companies that they should emphasis on there sales and
promotional activities and should make there proper marketing strategy.
Last but not least the channel of distribution, packaging, segmentation and moreover only
after the proper marketing research they should launch their new products in the market to
grasp the entire market and increase their market shares.
64

65. CONCLUSION
Heat and dust are integral part of Indian climate. This makes Indian as one of the ideal
market for soaps and other cleaning products. As we know that the consumer keeps limited
inventory of soap products and prefers to purchase them frequently, as and when required.
Many of these products are perishable. The penetration of bathing soaps is 98% of all
households. The research study shows that the per capita consumption of bathing soap is
513gm. So there is a very big market for soap in India. The total turnover of soap or market
in India is 54 lakhs tone per annum and is increasing at the rate of 5% per annum. In which
HUL is the market leader with 59% of share followed by godrej. Other major players are
Nirma Ltd., Colgate-Palmolive Ltd., Henkel-Spic India Ltd. The soap market is not only
segmented on the basis of price and benefits but even a range of emotions within that
outlining frame work.
Therefore according to research done on the soap industries I have reached to the following
conclusions-
• The frequent used soap was Lux (28%) then Nirma (14% the second position.
• The appealing factors are soaps were price which was followed by size then the
medicinal qualities and so on.
• The person ‘self’ was having the highest percent in decision making for buying soaps.
• 58% were male respondents and 42% were female.
• The age group of the respondents was highest between 20 – 30 years in the sample
design.
65

66. BIBLIOGRAPHY
1. www.HUL.com
• Marketing Research (Author- G C Beri)
(Publish by Tata McGraw Hill Publishing Co. LTD., New Delhi)
Third Edition (2002)
• Marketing Management (Author- Rajan Sexana)
(Publish by Tata McGraw Hill Publishing Co. LTD, New Delhi)
Second Edition (2001)
• Marketing Management (Author- R S Sexana)
(Publish by Himalaya Publication, New Delhi)
Ninth Edition (2000)
• Marketing Management (Author- Philip Kotler)
(Publish by Pren Tice-hall of India PVT. LTD., New Delhi)
Ninth Edition (2002)
• Research Methodology (Author- Bhandrai)
Print 2004, second edition
66

67. QUESTIONNAIRE
Information Requirement
I. Consumer perception of brands and the important they attach the brand name.
II. The extent to which the consumer think the following attributes company name,
shape, skincare.
III. The buying process involved in the selection of soap.
IV. Consumer attitude towards retreating.
Questions-
1) which company’s soap do you use regularly?
HUL P&G Godrej Nirma J&J
2) What do you understand by the term “brand” of soap?
i) Company Name
ii) Quality of the soap
iii) Identifying name
iv) Type of the soap
67

68. 3) Please name some soap companies that you have heard of.
4) How important us the brand name of a soap?
i) Not important
ii) Important
iii) Very important
5) How do you rate your present soap the following qualities-
i) Packaging of soap
ii) Company name
iii) Price of the soap
6) Are you satisfied with the overall performance of your present soap?
i) Satisfied ii) dissatisfied
7) Have you ever change new brand of soap.
i) Yes ii) No
8) Did you change both the soap at the same time and one time?
9) What do you want change over to the present soap?
10) How did you decided that your replacement?
i) Your friend ii) your own
68

69. 11) What are the factors that you considered when you purchase the soap?
i) Parents suggestion
ii) Friend suggestion
iii) T.V. Ads
12) In the premium segment which soap do you use?
(i) Pears (ii) Dove
(iii) Fiama di wills (iv) Doy
13) What are the factors that you considered when you purchase the soap?
i) Company name
ii) Price of soap
iii) Past experience
iv) Advertising
69

70. 14) KINDLY TICK the once you have heard of company
i) Lux ii) Doy iii) Dove iv) Cinthol v) Dettol
vi) Hamam vii) Liril viii Breeze ix) Nivia
)
15) Which company’s advertisement do you prefer more?
i) HUL ii) P&G iii) Nirma iv) Godrej v) J&J
PERSONAL INFORMATION
16) Your age group
i) 18 – 25 ii) 25 – 35
iii) 35 – 50 iv) 50 - above
17) Your family income
i) 4000 – 6000 ii) 6000 – 8000
iii) 8000 – 12000 iv) 12000 - above
70

71. 18) Your educational qualification
i) High school ii) Intermediate
iii) Graduation iv) Above
18) What is your occupation status?
i) Own business ii) Service
iii) Students iv) Unemployed
71