83905425 76456086-comparative-study-of-savlon

Comparative study of Savlon soap with Dettol and Lifebuoy soap
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COMPARATIVE STUDY OF SAVLON,
DETTOL AND LIFEBUOY SOAP IN
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SR. NO. PAGE NO.
1 INTRODUCTION TO SOAP
1.1 Soaps
1.2 Soap history
1.3 Ingredients of Soap
1-3
2 SOAP INDUSTRY IN INDIA
2.1 Soap Category in India
2.2 Overview of Indian soap Category
2.3 History of Soap in India
2.4 Brand Positioning then and now
2.5 Consumer use today
2.6 Consumer preferences
4-6
3 MARKETING OF SOAP
3.1 Kirana Store
3.2 Pan Beedi Shops
3.3 Departmental Store
7
4 COMPANY PROFILE
4.1 About Company
4.2 Facts about Johnson & Johnson
4.3 Facts On Stress In Workplace
8-9
5 HEALTH SOAPS
5.1 About Savlon Soap
5.2 About Dettol Soap
5.2.1 Dettol Original Soap
5.2.2 Dettol Skincare Soap
5.2.3 Dettol Cool Soap
5.2.4 Dettol Fresh Soap
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5.3 About Lifebuoy Soap
5.3.1 Some Facts
10-12
6 OBJECTIVE AND SCOPE OF PROJECT
6.1 Objectives
6.2 Scope
6.3 Hypothesis
6.4 Limitations
6.4.1 Strength limitation
6.4.2 Cost limitation
6.4.3 Time limitation
6.4.4 Literature Review limitation
13-14
7 LITERATURE REVIEW
7.1 Savlon heals without hurting
7.2 The Power of Contrast
15-16
8 RESEARCH DESIGN AND
METHODOLOGY
8.1 Research design
8.2 Research approach
8.3 Sampling Method
8.4 Research instrument
8.5 Data Analysis method
8.6 Data Collection
8.6.1 Primary Data
8.6.1.1 Pilot Field Survey
17-19
TABLE OF CONTENT
INDEX
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SR.
NO.
TOPIC PAGE
NO.
1 INTRODUCTION TO SOAP 1
2 SOAP INDUSTRY IN INDIA 4
3 MARKETING OF SOAP 7
4 COMPANY PROFILE 8
5 HEALTH SOAPS 10
6 OBJECTIVE AND SCOPE OF PROJECT 13
7 LITERATURE REVIEW 15
8 RESEARCH AND METHODOLOGY 17
9 DATA ANALYSIS 20
10 SPSS ANALYSIS 30
11 FINDINGS AND RECOMMENDATION 39
12 CONCLUSION 42
13 DATA SOURCES 43
14 ANNEXURE 44
INTRODUCTION TO SOAP
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1.1 SOAPS
Soaps are useful for cleaning because soap molecules have both a hydrophilic end,
which dissolves in water, as well as a hydrophobic end, which is able to dissolve
nonpolar grease molecules. Although grease will normally adhere to skin or clothing,
the soap molecules can form micelles which surround the grease particles and allow
them to be dissolved in water. The hydrophobic portion (made up of a long
hydrocarbon chain) dissolves dirt and oils, while the ionic end dissolves in water.
Therefore, it allows water to remove normally-insoluble matter by emulsification.
1.2 SOAP HISTORY
Traditionally, soap has been manufactured from alkali (lye) and animal fats (tallow),
although vegetable products such as palm oil and coconut oil can be substituted for
tallow. American colonists had both major ingredients of soap in abundance and so
soap making began in America during the earliest colonial days. Tallow came as a byproduct
of slaughtering animals for meat, or from whaling. Farmers produced alkali as
a by-product of clearing their land; until the nineteenth century wood ashes served as
the major source of lye. The soap manufacturing process was simple, and most
farmers could thus make their own soap at home.
The major uses for soap were in the household, for washing clothes and for toilet
soap, and in textile manufacturing, particularly for fulling, cleansing, and scouring
woolen stuffs. Because colonial America was rural, soap making remained widely
dispersed, and no large producers emerged.
The growth of cities and the textile industry in the early nineteenth century increased
soap usage and stimulated the rise of soapmaking firms. By 1840, Cincinnati, then the
largest meatpacking center in the United States, had become the leading soap-making
city as well. The city boasted at least seventeen soap factories, including Procter and
Gamble (established 1837), which was destined to become the nation's dominant firm.
A major change in soap making occurred in the 1840s when manufacturers began to
replace lye made from wood ashes with soda ash, a lye made through a chemical
process. Almost all soap makers also produced tallow candles, which for many was
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their major business. The firms made soap in enormous slabs, and these were sold to
grocers, who sliced the product like cheese for individual consumers. There were no
brands, no advertising was directed at consumers, and most soap factories remained
small before the Civil War.
The period between the end of the Civil War and 1900 brought major changes to the
soap industry. The market for candles diminished sharply, and soap makers
discontinued that business. At the same time, competition rose. Many soap makers
began to brand their products and to introduce new varieties of toilet soap made with
such exotic ingredients as palm oil and coconut oil. Advertising, at first modest but
constantly increasing, became the major innovation. In 1893 Procter and Gamble
spent $125,000 to promote Ivory soap, and by 1905 the sales budget for that product
alone exceeded $400,000. Advertising proved amazingly effective.
In 1900 soap makers concentrated their advertising in newspapers but also advertised
in streetcars and trains. Quick to recognize the communications revolution, the soap
industry pioneered in radio advertising, particularly by developing daytime serial
dramas. Procter and Gamble originated Ma Perkins, one of the earliest, most
successful, and most long-lived of the genre that came to be known as Soap Operas, to
advertise its Oxydol soap in 1933. By 1962 major soap firms spent approximately
$250 million per year for advertising, of which 90 percent was television advertising.
In 1966, three out of the top five television advertisers were soap makers, and Procter
and Gamble was television's biggest sponsor, spending $161 million. Advertising put
large soap makers at a competitive advantage, and by the late 1920s three firms had
come to dominate the industry:
(1) Colgate-Palmolive-Peet, incorporated as such in 1928 in New York State,
although originally founded by William Colgate in 1807;
(2) Lever Brothers, an English company that developed a full line of heavily
advertised soaps in the nineteenth century and in 1897 and 1899 purchased factories
in Boston and Philadelphia; and
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(3) Procter and Gamble. In 1940 the "big three"—Colgate, Lever, and Procter and
Gamble— controlled about 75 percent of the soap market.
The following ingredients are often used in hand dishwashing soaps and detergents;
not all products contain all ingredients.
1.2 INGREDIENTS OF SOAP
 Cleaning Agents/Surfactants lift dirt and soil and produce good greasecutting
capability.
 Stability and Dispensing Aids keep the product consistent under varying
storage conditions and provide desirable dispensing characteristics.
 Mildness Additives may include moisturizing agents, certain oils and
emollients, certain protein compounds, or other neutralizing or beneficial
ingredients.
 Fragrance is added to produce a pleasant or distinctive scent.
 Preservatives help prevent any microbiological growth in the product that
could cause color or odor change, poor performance and/or separation of
the ingredients.
 Colorants are added to lend individuality and an appealing appearance to
the product.
 Enzymes help break down tough stains and burned-on soils.
 Encapsulates deliver stability for special materials/additives (e.g.,
moisturizer or fragrance).
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SOAP INDUSTRY IN INDIA
2.1 Soap Category in India
Soap is a product that many people might take for granted or consider rather ordinary,
but for some, lathering up can be a treasured part of a morning or nightly routine.
Scented or unscented, in bars, gels, and liquids, soap is a part of our daily lives. In the
United States, soap is a $1.390 million (US$)* industry with over 50 mass market
brands. But in some markets the sales potential for soap is only beginning to be
realized. At the end 2000, soap was a $1.032 million (US$)* business in India. IFF's
marketing experts offer the following overview of this growing category.
In India, soaps are available in five million retail stores, out of which, 3.75 million
retail stores are in the rural areas. Therefore, availability of these products is not an
issue. 70% of India's population resides in the rural areas; hence around 50% of the
soaps are sold in the rural markets
2.2 Overview of the Indian Soap Category
India is a vast country with a population of 1,030 million people. Household
penetration of soaps is 98%. People belonging to different income levels use different
brands, which fall under different segments, but all income levels use soaps, making it
the second largest category in India (detergents are number one). Rural consumers in
India constitute 70% of the population. Rural demand is growing, with more and more
soap brands being launched in the discount segment targeting the lower socioeconomic
strata of consumers.
2.3 History of Soap in India
During the British rule in India, Lever Brothers England introduced modern soaps by
importing and marketing them in India. However, North West Soap Company created
the first soap manufacturing plant in India, which was situated in the city of Meerut,
in the state of Uttar Pradesh. In 1897, they started marketing cold process soaps.*
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During World War I, the soap industry floundered, but after the war, the industry
flourished all over the country.
Mr. Jamshedji Tata set up India's first indigenous soap manufacturing unit when he
purchased OK Coconut Oil Mills at Cochin Kerala around 1918. OK Mills crushed
and marketed coconut oil for cooking and manufactured crude cold process laundry
soaps that were sold locally. It was renamed The Tata Oil Mills Company and its first
branded soaps appeared on the market in the early 1930s. Soap became a necessity for
the moneyed class by around 1937.
*Cold process soaps are manufactured by mixing all ingredients (soap base, perfume,
fillers, actives, etc.) in a large pot and heating them up to 70 degrees while they are
stirred manually. Once the mixture is ready, the soap is plodded based on its size with
the logo by a machine. In a machine made soap, the mixing process is called milling
and this is done by a rotary operated machine and not manually.
2.4 Brand Positioning Then and Now
Soap manufacturers originally targeted their products to the lowest income strata in
urban as well as rural areas, positioning their brands as a way to remove dirt and clean
the body. For some brands, that positioning persists even today with a focus on
removal of body odor and keeping the user healthy. However, soap positionings are
moving towards skin care as a value-added benefit.
2.5 Consumer Use Today
Toilet soaps are always used in the bar form—there is no other form in the Indian
market—and they are used in the bath. Showers are a distant dream for 70% of India’s
population, who live in the villages where there is not even a regular supply of
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drinking water. In the urban areas, people bathe by using a bucket of water, mug, and
a bar of soap. In villages, they usually bathe by the river bank or village ponds.
Although most of the urban houses have a shower facility, showers are seldom used
because of the scarcity of water.
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With increase in disposable incomes, growth in rural demand is increasing because
consumers are moving up towards premium products. However, in the recent past
there has not been much change in the volume of premium soaps in proportion to
economy soaps, because increase in prices has led some consumers to look for
cheaper substitutes.
2.6 Consumer Preferences
Consumer preferences are varied and are more regionally specific. India is divided
into four regions: North, East, West, and South.
 Consumers in the North prefer pink colored soaps, which have floral profiles.
Here the fragrance preference is for more sophisticated profiles reflecting their
lifestyles. Freshness soaps with lime and citrus notes are also popular
preferences as the climate in the North is very hot and citrus/lime scented
soaps are seen to be refreshing.
 The East is not a big soap market; hence no particular preference skews.
 Consumers in the West exhibit preferences for strong, impactful fragrances
and somewhat harsher profiles compared to the North. Preferences are more
for the pink soaps with floral fragrances, primarily rose, which are positioned
on the beauty platform.
 In the South, the skew is towards specific soap segments like the
Herbal/Ayurvedic profiles and also the Sandal profiles. Consumers here do not
exhibit high brand loyalty and are ready to experiment and try out new brands.
Hence, most fast moving consumer goods companies tend to launch their new
brands in these markets, which they call test launch markets.
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1. MARKETING OF SOAP
Soap is primarily targeted towards women, as they are the chief decision-makers in
terms of soap purchase. Medicated positionings like germ killing and anti-bacterial
are marketed to families. About 75% of soap can be bought through these different
types of outlets:
3.1 Kirana Store:
This is the most common source for buying soap, which usually forms a part
of the month’s grocery list (which is purchased from these Kirana Stores).
Consumers exhibit loyalty to these stores, which is largely dependent on
proximity to consumers’ homes. Here consumers buy across the counter and
do not have an option of browsing through display shelves.
3.2 Pan-Beedi Shops:
These are really small shops, almost like handcarts, and they are primarily set
up to dispense cigarettes and chewing tobacco. However, one would find such
a shop at every corner and they are the main sources of soap purchase for the
lower socio-economic classes. These kinds of shops exist by the dozen in rural
areas.
3.3 Department Store:
In India, there are very few department stores and the “Indianised” version of
department stores are called “Sahakari Bhandars.” It is still a fairly new
concept. However, department stores have good display counters and this is
the only place where consumers get a first hand experience of shopping and
choosing from available options. Here soap prices are also discounted below
the retail prices.
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2. COMPANY PROFILE
4.1 ABOUT COMPANY
Johnson & Johnson was founded more than 120 years ago on a revolutionary
idea: Doctors and nurses should use sterile sutures, dressings and bandages to treat
peoples’ wounds. Since then, J&J have brought to the world, new ideas and products
that have transformed human health and well-being.
The company’s Family of Companies is organized into several business segments
comprised of franchises and therapeutic categories - Consumer Health Care, Medical
Devices & Diagnostics and Pharmaceuticals.
Johnson & Johnson spread its roots to the world’s largest democracy, India, during
the endemic post-independence turmoil of 1947. It was Mr. Patrick Whaley who set
about with confidence and determination during this period of turbulence to begin the
work of establishing Johnson & Johnson in the subcontinent. Things progressed
quickly and by 1948, Johnson’s Baby Powder was being manufactured by British
Drug House in Prabhadevi, Bombay, and marketed by the company.
In the 50 years of operating in India, Johnson & Johnson Limited, India has gained a
reputation for delivering high-quality products. Today, the company employees more
than 2000 people and the businesses span Consumer, Medical Devices and
Diagnostics, Pharmaceuticals and Vision Care. Johnson & Johnson India is an
employer of choice and is a recipient of several awards, which recognize it as one of
the best employers in India
Other consumer products like TEK toothbrushes, Johnson’s Baby Cream and Prickly
Heat Powder followed suit. However, highly specialized products like Belladonna
plasters, pharmaceuticals and Permacel Tapes were imported from the parent
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company. It was only ten years later that the company began to manufacture its own
products.
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In September 1957, a new company, Johnson & Johnson India Ltd. was created and
registered with twelve employees on its rolls. In the 50 years since its establishment as
a modest 12-employee outfit, Johnson & Johnson Ltd. has gained a reputation for
delivering high-quality products at competitive prices. Their success, they believe,
stems from their staunch commitment to caring for and catering to the needs of their
customers and employees.
4.2 FACTS ABOUT JOHNSON AND JOHNSON
 Founded in 1886 in New Brunswick, New Jersey.
 Headquarters situated in New Brunswick for more than 120 years.
 JOHNSON'S® Baby Powder, from Johnson & Johnson Consumer Products
Company, introduced in 1893.
 International expansion started in 1919 with Johnson & Johnson, Canada.
 BAND-AID® Brand Adhesive Bandages, from Johnson & Johnson Consumer
Products Company, introduced in 1921.
 Company was family-owned until listed on NYSE in 1944.
 Dividends issued to shareowners every quarter since 1944.
 TYLENOL® (acetaminophen), from McNeil Consumer & Specialty
Pharmaceuticals, launched as a consumer product in 1960.
 Family of companies consisting of more than 250 operating companies in 57
countries.
 119,400 employees, more than 40,000 in the United States
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3. HEALTH SOAPS
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5.1 ABOUT SAVLON SOAP
Positioned as the “Gentle Anti Bacteria soap” Savlon soap was relaunched in 2007.
The gentle equity of Savlon was derived from mother brand Savlon antiseptic liquid
while “soft on skin” gives the brand space to meaningfully differentiate it from other
anti bacteria soaps. The brand plays in the premium soap category and was extended
to the aloe Vera variant in the year 2008. The product is currently available in 75 gm
and 125 gm in 2 lead variants namely Glycerin & Aloe Vera
5.2 ABOUT DETTOL SOAP
Dettol soap has four variants in the market available nationally - Dettol Original,
Dettol Skincare, and newly launched Dettol Fresh. The new improved soap range
continues to bear recommendation from IMA - India Medical Association.
5.2.1 Dettol Original Soap
New and Improved Dettol Original Soap is specially
formulated for everyday use. Dettol Original Soap is 10
times better at fighting germs*. So give Dettol's trusted
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protection to the entire family. Available in three sizes -
120g, 70g and 35g.
5.2.2 Dettol Skincare Soap
Dettol Skincare Soap offers the perfect balance between
your beauty and protection needs. Dettol Skincare Soap is
formulated with moisturisers to help nourish your soft skin.
Available in three sizes - 120g, 70g and 35g.
5.2.3 Dettol Cool Soap
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Dettol Cool Soap combines Dettol's trusted protection with the coolness of menthol.
A bath with Dettol Cool Soap will not only refresh and re-energize you, but also give
you protection from germs. Available in three sizes - 120g, 70g and 35g.
5.2.4 Dettol Fresh Soap
Dettol Fresh Soap combines Dettol's trusted
protection with a pleasant fresh fragrance You not
only stay protected from germs but also keep fresh
for long. Available in two sizes - 120g and 70g
5.3 ABOUT LIFEBUOY SOAP
LIFEBUOY’S vision is, “Making a billion Indians feel safe and secure by meeting all
their health and hygiene needs”. True to its vision, the world's 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. The honest & hard
working soap, with its distinctive perfume and popular jingle, has carried the
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Lifebuoy message of health across the length and breadth of the country. Lifebuoy
also offers specific health benefits through specialised product formats like Lifebuoy
HandWash & Lifebuoy Clearskin, which provides treatment and protection against
acne.
5.3.1 SOME FACTS
Today Lifebuoy is mainly sold in Asia and parts of Africa. It is market leader
in every Asian market where it is sold
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· Lifebuoy soap has been proven in laboratories to provide 100% more effective
germ protection than ordinary soaps
· To date, 70 million people in rural India along have experienced the
pioneering, Lifebuoy sponsored Health Education programme – the single
largest private hygiene education programme in the world
· In 2005, Lifebuoy was awarded a 'Citizen Brand' accolade in Indonesia in
recognition of the work the brand has undertaken in hand wash education
· Nearly half of the Lifebuoy brand's consumption is in rural Asia, where most
of the population live on less than US$1 per day
Lifebuoy soap
Lifebuoy handwash
Lifebuoy shower gel
Lifebuoy clear skin
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OBJECTIVE AND SCOPE OF PROJECT
6.1 Objectives of the project:-
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a. To determine the awareness level of savlon soap with respect to dettol
and lifebuoy in the mumbai market.
b. To identify the perception of consumers towards SAVLON soap with
respect to dettol and lifebuoy in the mumbai market.
c. To determine the effect of product promotions including advertising,
sales promotions, and public relations on the buying behavior of
consumers for soaps.
d. To determine the importance of attributes (the driving factors) for the
consumers while purchasing the soap.
6.2 Scope of the project:-
a. Project was specifically carried out in Mumbai region-(City).
b. Sample size selected was of 50 respondents.
c. Only health category of soap was selected for the project.
d. Questionnaire was used for primary data collection
6.3 Hypothesis of the project:-
H0(1): Consumer Awareness for Savlon soap is through Retail Display.
H1(1): Consumer Awareness for Savlon soap is not through Retail Display.
H0(2): Dettol and Savlon soap are preferred on basis of hygiene and lifebuoy is
preferred on basis of price.
H1(2): Dettol and Savlon soap are not preferred on basis of hygiene and lifebuoy
is also not preferred on basis of price.
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6.4 Limitations:-
6.4.1 Strength Limitations:
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Adequate efforts have been taken to accomplish the research according to the
objectives. But as the research team is consisted of only one member therefore it was
not possible to cover more additional areas, which would obviously give better result.
6.4.2 Cost limitations:
The in-depth interview should be conducted with the help of experience moderator
but it was very cost sensitive. So, the interview was taken by self which might crept
few errors on the research.
6.4.3 Time Limitation:
The type of the study required a detail interview of both man and women residing at
homes. Thereby a tremendous difficulty was faced in getting access to different
houses, especially in the absence of some male and female during daytime who are
service holders. Again these people usually fallback from different offices or
businesses after dusk and enjoy their times at home, so taking interview during that
time became an irritation for them. On the other hand, maximum of the female who
were housewives residing at home were found busy after 11 am with their daily
routine jobs like cooking. Therefore a very limited period of day was found suitable
for conducting the survey. Also, the interview was conducted only in the Mumbai city
because of the time limits
6.4.4 Literature review limitation:
As this study has been done first time in Navi Mumbai Region, the literature reviews
were not very healthy enough. Moreover, there was very little information found of
some of the topic for the literature review.
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3. LITERATURE REVIEW
7.1 Savlon : Heals Without Hurting 6th Jan 2009
HARISH B
Savlon was a brand owned by a pharmaceutical MNC ICI ltd. Later ICI's OTC brands
was acquired by Johnson & Johnson . Savlon was relaunched in Indian market in
1993. The brand was expected to give the market leader Dettol, a run for its money.
But even after millions of rupees spent, Dettol still rules the antiseptic lotion market.
This article shows as to why Savlon was a better antiseptic than Dettol, and then too
why Savlon was not able to hold itself in the market.
It also shows the strategy adopted by Dettol which was not expected by J&J to fight
the upcoming antiseptic brand, the decisions took by J&J and its effect on the brand
‘SAVLON’.
It also includes launch of Savlon’s soap, strategies adopted by HUL to compete Dettol
soap, and finally the drop of savlon soap by HUL.
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7.2 The power of contrast 22nd Aug 2009
S. Ramesh Kumar and B. Shekar
This article says that marketers must use the aspect of contrast creatively so as to lure
the consumers.
It also shows that the product attributes of a leader (Dettol) create a perception that
highlights the contrast when there is a follower brand (Savlon). This approach is
extremely useful to fast moving consumer goods where differentiation is difficult to
sustain in the long run.
Marketers through advertisements, alongwith conveying the positioning of the brand,
should create a contrast that consumers will be able to accept and incorporate over a
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period of time. The contrast would have to be relevant to the positioning of the brand.
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4. RESEARCH METHODOLOGY
8.1 Research Design:
The purpose of this study is to gain consumer insights about SAVLON bath
soap and comparing it with DETTOL and LIFEBUOY which are the two main
soap brands in Health category in the context of Mumbai Region.
8.2 Research Approach:
The respondents will be the consumers and users of bath soap (bar shape) who
are interested to cooperate. To collect the data the in-depth interview method
with help of questionnaire is used.
8.3 Sampling Method:
The in-depth interview for this study was limited to Mumbai region only due
to certain limitations. Also, it has been mentioned earlier that, the interview
was only on the consumers and users of bath soap. They were interviewed for
minimum of 10 minutes. The sample size was 50 for this study. Random
Sampling method was used for selecting samples.
8.4 Research Instrument:
Contacting the customer personally and studying the response from the
questionnaire filled.
8.5 Data Analysis Method:
The data analysis of this research was represented on qualitative as well as
quantitative manner. Application packages like Office XP (Microsoft Word,
Microsoft Excel) and SPSS were used.
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8.6 Data Collection:
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8.6.1 Primary Data;
Questionnaires for in-depth discussions with various respondents to be
interviewed during primary survey were designed during this phase. List
of contacts were also prepared during this phase. This involved in-depth
face-to- face discussions using semi-structured questionnaires with
various respondents.
8.6.1.1 Pilot field survey
Pilot field survey was conducted with the intention of testing the
validity of the questionnaires for fulfilling the objectives to the
study. The questionnaires and the list of contacts were modified
based on responses of pilot field survey.
8.6.1.2 Detailed field survey
Detailed field survey was launched simultaneously at various
pre-determined centers; information was collected through faceto-
face interviews with respondents using semi-structured
questionnaires. Questionnaires were also sent through mail and
responses were collected.
8.6.2 Secondary Data:
Taken data from various magazines, Newspaper and other prominent
source of information collected from different websites and search
engines.
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8.7 Overview:
Research Type: Objective
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Data collection: Primary source of data (questionnaire), Secondary
Data (internet, books, newspaper and various journals)
Research approach: Survey method
Research instrument: Questionnaire
Research: Semi-Structured
Size: 50
Research Sampling: Convenient sampling
Tools of data analysis: SPSS and Microsoft Excel
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5. DATA ANALYSIS
9.1CHARTS AND EXPLANATIONS
9.1.1 Variety of Soap Usage
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From the above doughnut chart we can see that, among the total respondents 38%
people advocated for antiseptic soap and 33% people advised for beauty care soap.
After that, 10% people directed about both skin care soap and flower extract soap.
Also, there is little number of respondents which is only 3% people recommended
about medicated soap, herbal soap and fruit extract soap. So, it is clearly viewed that,
antiseptic soap and beauty care soap are more preferable among all the respondents.
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9.1.2 Major Driving Factors
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From the above column diagram we can see that, while purchasing new soap both the
respondents firstly look for brand and their percentage is 26.67%. Then, secondly they
prefer both antiseptic quality and beauty care quality and for these the percentage is
23.33%. After that, 10.00% consumers seek for both price and ingredients. Again,
6.67% people search for both availability and packaging. Finally, only 3.33% people
hunt for few other factors which are pack size, advertisements, and shopkeeper’s
opinion. Thus companies should majorly focus on the brand and its antiseptic and
beauty care qualities.
9.1.3 Soap Preference
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We can see from the above doughnut that, among the total respondents 58% preferred
Dettol as against Lifebuoy and savlon, only 24% preferred lifebuoy and a mere 18%
respondents preferred Savlon. Thus we can make out the acceptance level of dettol is
much higher than the other two brands of soap.
9.1.4 Responses for various Features
9.1.4.1 Price
We can see from the above doughnut that, among the total respondents 44% people
said that Price is an important factor while purchasing soap. 28% respondents stated
that price is somewhat important while purchasing and those are mainly beauty and
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skin care seekers. Only 12% respondents told that price is the most important factor
while purchasing soap
.
9.1.4.2 Brand Name
We can see from the above doughnut that, among the total respondents only 14%
people said that Brand name is an extremely important factor while purchasing soap.
30% respondents selected for both important and somewhat important. However 26%
people stated that Brand Name is not at all important while purchasing soap.
9.1.4.3 Fragnance
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said that Fragrance is an important factor while purchasing soap. 24% respondents
stated that fragrance is somewhat important while purchasing and those are mainly
beauty and skin care seekers. Only 10% respondents told that fragrance is the most
important factor while purchasing soap.
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9.1.4.4. Hygiene
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said that Hygiene is an extremely important factor while purchasing soap, these are
mainly health conscious consumers. 46% respondents stated that Hygiene is
important and somewhat important while purchasing soap. Only 6% respondents told
that Hygiene is the not important factor while purchasing soap. This shows the
importance of hygiene in the soap industry.
9.1.4.5 Freshness
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We can see from the above doughnut that, among the total respondents almost 75%
people said that they consider freshness while purchasing soap. The remaining
respondents stated that freshness is not that important while purchasing soap.
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9.1.4.6 Lather
We can see from the above doughnut that, among the total respondents almost 75%
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people said that they consider lather while purchasing soap. The remaining
respondents stated that lather is not that important while purchasing soap.
9.1.5 Responses for Hygiene
9.1.5.1 Dettol
In the column graph above we can see that 37 respondents have rated Dettol as a good
soap for hygiene and only 7 have rated it as a bad soap. Thus it shows that consumers
who want hygienic soap have dettol in their mindset.
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.
9.1.5.2 Savlon
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I
in the column graph above we can see that 29 respondents have rated Savlon as a
good soap for hygiene and only 7 have rated it as a bad soap. Thus it shows that
consumers who are aware about savlon rate it as a better soap than dettol. Thus the
company should market savlon soap more effectively.
9.1.5.3 Lifebuoy
In the column graph above we can see that 18 respondents have rated Lifebuoy as an
average soap for hygiene compared to Dettol and Savlon. 24 respondents have rated
lifebuoy as a good soap for hygiene.
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9.1.6 Responses for Fragrance
9.1.6.1 Dettol
In the column graph above we can see that only 8 respondents have rated Dettol as a
very good soap for fragrance may be because of its hospital kind of smell.
9.1.6.2 Savlon
In the column graph above we can see that 24 respondents have rated Savlon as a
good soap for fragrance. 14 respondents have rated savlon as not a good soap for
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fragrance.
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15 16892
.
.
9.1.6.3 Lifebuoy
In the column graph above we can see that only 5 respondents have rated Lifebuoy as
a very good soap for fragrance. 14 respondents have rated lifebuoy as not a good soap
for fragrance.
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9.2 ADDITIONAL DATA
THIS TABLE INDICATES THAT THE MARKET SHARE OF SAVLON
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COMPARED TO DETTOL WAS VERY LESS. DUE TO HEAVY ADVERTISING
SAVLON WAS FACING DIFFICULTIES IN INCREASING ITS MARKET
SHARE.
PRICING WAS ALSO PREMIUM AS COMPARED TO
DETTOL. THIS LEAD TO SHORTAGE IN
ACCEPTANCE EVEN THOUGH CONSUMERS WERE
AWARE OF THE SAVLON SOAP AND ITS QUALITIES.
THIS TABLE SHOWS THAT MAJORITY OF THE
PEOPLE PURCHASE SOAP FOR BEAUTY AND
HEALTH.
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10. SPSS ANALYSIS
10.1 Crosstabs - Awareness
Output Created 10-FEB-2010 16:10:38
Comments
Input Data C:Documents and
SettingsindiraDesktopspss savlonspss
input.sav
Filter <none>
Weight <none>
Split File <none>
N of Rows in Working
Data File 50
Missing Value
Handling
Definition of Missing User-defined missing values are treated as
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missing.
Cases Used
Statistics for each table are based on all
the cases with valid data in the specified
range(s) for all variables in each table.
Syntax
CROSSTABS /TABLES=Awareness BY
savlon_information /FORMAT=
AVALUE TABLES
/STATISTIC=CHISQ /CELLS= COUNT
/COUNT ROUND CELL .
Resources Elapsed Time 0:00:00.55
Dimensions Requested 2
Cells Available 116508
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Awareness * savlon
information 50 100.0% 0 .0% 50 100.0%
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.
.
Awareness * savlon information Crosstabulation
savlon information Total
Advertising WOM
Retail
Display Any other
Awareness Aware 22 3 7 2 34
Not Aware 9 3 3 1 16
Total 31 6 10 3 50
Through the above table of cross tabs which compared Awareness level and
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information about savlon, we can conclude that majority of the respondents were
aware about savlon soap through Advertisng and then through Retail display. From
the total of 50 respondents 34 respondents were aware and 16 were not aware about
savlon soap even though they had heard the name before.
10.1.1 Chi-Square Tests
Value Df
Asymp. Sig.
(2-sided)
Pearson Chi-Square 1.040(a) 3 .792
Likelihood Ratio .982 3 .806
Linear-by-Linear
Association .059 1 .807
N of Valid Cases 50
a 5 cells (62.5%) have expected count less than 5. The minimum expected count is .96.
10.1.2 HYPOTHESIS TESTING
H0(1): Consumer Awareness for Savlon soap is through Retail Display.
H1(1): Consumer Awareness for Savlon soap is not through Retail Display.
The level of significance of chi square is more than 0.5, thus we should reject the
null hypothesis and accept the alternate hypothesis that Consumer Awareness for
Savlon soap is not through Retail Display, it is through Advertising.
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.
.
10.2 Crosstabs - Preference
Comments
SettingsindiraDesktopspss savlonspss
input.sav
Filter <none>
Weight <none>
Split File <none>
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Data File 50
Missing Value
Handling
Definition of Missing User-defined missing values are treated as
missing.
Cases Used
Statistics for each table are based on all
the cases with valid data in the specified
range(s) for all variables in each table.
Syntax
CROSSTABS
/TABLES=Soap_Preference BY
Important_Feature /FORMAT=
AVALUE TABLES
/STATISTIC=CHISQ /CELLS= COUNT
/COUNT ROUND CELL .
Dimensions Requested 2
Cells Available 116508
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Soap Preference *
Important Feature 50 100.0% 0 .0% 50 100.0%
Soap Preference * Important Feature Crosstabulation
36 | P a g e
.
.
Important Feature Total
Price
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Brand
Name Fragnance Hygiene Freshness
Lathe
r
Soap
Preference
dettol 3 2 5 15 1 1 27
savlon 1 1 2 3 1 1 9
Lifebuoy 6 3 1 1 2 1 14
Total 10 6 8 19 4 3 50
Through the above table of cross tabs which compared Soap preference and important
feature for purchasing a soap, we can conclude that majority of the respondents
selected hygiene as a most important factor for purchasing a soap. However for
Lifebuoy unlike Lifebuoy the most important factor was price. From the total of 50
respondents 27 respondents preferred Dettol, 14 preffered Lifebuoy and the remaining
9 respondents preferred Savlon over the other health brands of soap.
10.2.1 Chi-Square Tests
Value Df
Asymp. Sig.
(2-sided)
Pearson Chi-Square 15.441(a) 10 .117
Likelihood Ratio 16.319 10 .091
Linear-by-Linear
Association 3.305 1 .069
N of Valid Cases 50
a 15 cells (83.3%) have expected count less than 5. The minimum expected count is .54.
10.2.2 HYPOTHESIS TESTING
H0(2): Dettol and Savlon soap are preferred on basis of hygiene and lifebuoy is
preferred on basis of price.
H1(2): Dettol and Savlon soap are not preferred on basis of hygiene and lifebuoy
is also not preferred on basis of price.
Since the level of significance of the chi square is less than 0.5 we accept the null
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hypothesis that Dettol and Savlon soap are preferred on basis of hygiene and lifebuoy
is preferred on basis of price.
37 | P a g e
.
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10.3 Discriminant Analysis
To screen the perception of consumers based on the following
independent variables:
1. Price
2. Quality
3. Brand
Null Hypothesis – Out of the sample size of 30 are favourable perception
and 20 are unfavourable perception
Alternate hypothesis – the classification is incorrect.
Notes
Comments
SettingsxyzDesktopneha researchNew
Folderlatest.sav
Filter <none>
Weight <none>
Split File <none>
Data File 50
Missing Value
Handling
Definition of Missing
User-defined missing values are treated as
missing in the analysis phase.
Cases Used
In the analysis phase, cases with no user- or
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system-missing values for any predictor
variable are used. Cases with user-, systemmissing,
or out-of-range values for the
grouping variable are always excluded.
Syntax
DISCRIMINANT /GROUPS=cust_percp(1 2)
/VARIABLES=price quality brand /ANALYSIS
ALL /PRIORS EQUAL
/STATISTICS=UNIVF RAW TABLE
/CLASSIFY=NONMISSING POOLED .
38 | P a g e
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.
Analysis Case Processing Summary
Unweighted Cases N Percent
Valid 50 100.0
Excluded Missing or out-of-range
group codes 0 .0
At least one missing
discriminating variable 0 .0
Both missing or out-ofrange
group codes and
at least one missing
discriminating variable
0 .0
Total 0 .0
Total 50 100.0
Group Statistics
cust_percp Valid N (listwise)
Unweighted Weighted
fav price 39 39.000
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quality 39 39.000
brand 39 39.000
unfav price 11 11.000
quality 11 11.000
brand 11 11.000
Total price 50 50.000
quality 50 50.000
brand 50 50.000
Tests of Equality of Group Means
Wilks'
Lambda F df1 df2 Sig.
price .987 .615 1 48 .437
quality .828 9.993 1 48 .003
brand .985 .746 1 48 .392
INTERPRETATION:
This table indicates the significance of each and every variable together.
The significance of each of the variable is less than 0.5. Hence it is a good fit.
Analysis 1
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.
Summary of Canonical Discriminant Functions
Eigenvalues
Function Eigenvalue % of Variance Cumulative %
Canonical
Correlation
1 .347(a) 100.0 100.0 .507
a First 1 canonical discriminant functions were used in the analysis.
INTERPRETATION:
The significance of canonical correlation is greater than 0.5, hence its significant.
So there is no need of including more variables.
Thus it tells that the selection of variables to categorize the respondents is correct. i.e.
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the above mentioned independent variables can differentiate the respondents.
Wilks' Lambda
Test of Function(s)
Wilks'
Lambda Chi-square df Sig.
1 .743 13.842 3 .003
INTERPRETATION:
If the significance is greater than 0.5 the variables correlate/overlap each other and if
its less than 0.5 the independent variables are different from each other. In this case,
significance is only .001, which shows that the variables have high discriminating
power as its very close to ‘zero’.
Standardized Canonical Discriminant Function Coefficients
Function
1
Price .190
Quality .941
Brand .741
INTERPRETATION:
This table shows the importance of a variable for a particular study, in this case
Quality and brand are more important to determine the loyalty of the customers.
Structure Matrix
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.
Function
1
Quality .775
Brand .212
Price .192
Pooled within-groups correlations between discriminating variables and standardized canonical
discriminant functions Variables ordered by absolute size of correlation within function.
INTERPRETATION:
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This table shows the extraction of information from the total responses.
Var1 – 77.5% information was used
Var2 – 21.2% information was used.
Var3 – 19.2% information was used.
Canonical Discriminant Function Coefficients
Function
1
Price .270
Quality 0.555
Brand -.976
(Constant) -1.545
Unstandardized coefficients
INTERPRETATION:
This table forms an equation so as to find out the level of risk involved in the study.
If the value is positive it denotes that the respondent is at low risk and vice-versa.
Y= -1.545 + 0.270 (Price) + 0.555(Quality) - .976 (Brand)
Eg:
Price – Rs 15
Quality – 7 out of 10 (rating)
Brand – 6 out of 10 (rating)
Y= -1.545 + 0.270 (15) + 0.555(7) - .976 (6)
= -1.545 + 4.05 + 3.86 – 5.856
= 0.509
In this case the centroid is ‘0’ and the value of Y is positive (0.509).
Hence the customer perception is favourable.
41 | P a g e
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.
Functions at Group Centroids
cust_percp
Function
1
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Fav -.306
Unfav 1.086
Unstandardized canonical discriminant functions evaluated at group means
Classification Statistics
Classification Processing Summary
Processed 50
Excluded Missing or out-ofrange
group codes 0
At least one missing
discriminating
variable
0
Used in Output 50
Prior Probabilities for Groups
cust_percp Prior
Cases Used
in Analysis
Unweighted Weighted
Fav .500 39 39.000
Unfav .500 11 11.000
Total 1.000 50 50.000
Classification Results(a)
cust_perc
p
Predicted Group
Membership
Fav unfav Total
Original Count Fav 31 8 39
unfav 2 9 11
% Fav 79.5 20.5 100.0
unfav 18.2 81.8 100.0
a 80.0% of original grouped cases correctly classified.
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INTERPRETATION:
This table shows the final result wherein, out of 39 favourable respondents, 8 are
unfavourable and out of 11 unfavourable respondents 2 are favourable, hence there is
approx. 80% accuracy in the classification of groups.
11. FINDINGS AND RECOMMENDATIONS
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11.1 FINDINGS
1. As per the survey conducted consumers majorly preferred antiseptic and
beauty care soaps. Their purchase decision was based on brand name
alongwith the above mentioned factors.
2. 58% of the respondents in the survey preferred dettol, 24% of them
preferred lifebuoy and only 18% of them preferred savlon in health and
hygiene category.
3. Almost half of the total respondents stated that freshness and hygiene are
the most important deciding factors followed by price, fragrance and brand
name while purchasing soap.
4. Basically people are using soap primarily for cleaning purpose then for
germ protection and beauty care. That is why; under antiseptic soap Dettol
soaps has noticeable demand in the market and it is widely consumed by
the loyal consumers of antiseptic soaps.
5. Savlon follows Dettol in terms of hygiene while lifebuoy was cited as an
average soap in hygiene.
6. Savlon was the most expensive soap as compared to dettol and lifebuoy.
According to the survey lifebuoy was mainly preferred by price conscious
respondents.
7. Many respondents said that the fragrance of soap and is usage (duration of
using) should be increased.
8. Lifebuoy was also receptive because of its durability whereas savlon was
least durable among the three health soaps.
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9. Many respondents said that the price of the soap should be reduced.
10. Majority of the consumers purchased soaps from their local kirana stores
as they trusted them more.
11. On comparision almost everybody said that dettol is much better than
savlon and lifebuoy is somewhat better than savlon.
12. More than 50% got information about savlon through advertising and also
tried savlon soap, around 25% saw this soap in store but only half of them
tried this soap and out of the remaining who heard of savlon soap from
friends and family only 5% tried it.
13. The major difference cited by most of the respondents was that they
trusted dettol for their family.
14. Some of the respondents said that Dettol has more number of variants as
compared to savlon and lifebuoy.
11.2 RECOMMENDATIONS
1. Even though savlon has better healing capacity than dettol the company failed
in its positioning. Savlon was positioned as first aid solution. To compete with
a major brand, the company should position it firmly and savlon could have
been positioned as the germ fighter with no pain or burns.
2. Promotion campaign of savlon was also not competitive enough, although it
generated lots of interest in the minds of consumer which made them try this
44 | P a g e
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.
product but the absence of burning sensation miserably harmed the success of
the product.
3. The failure of savlon antiseptic did not let the savlon soap brand to come up
and it hardly changed the perception of consumers.
4. Thus company should had promoted the advantages of savlon rather than its
features. They did it in later stage which was of mere use.
5. Company should thrive on innovation and for this more number of variants
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should be introduced and if possible soap with combined attributes (health as
well as beauty care) should be introduced which can attract consumers.
6. Lifebuoy is more preferred because of its price and durability, so efforts need
to be taken to improve savlon’s durability and not increasing the price.
7. More investment should be made in the research and development of the soap
as it can provide an USP to the brand and company as a whole.
8. Company should increase the availability of the product, in most of the kirana
stores (which are the prime destinations of purchasing soaps for consumers)
savlon soap was not available.
45 | P a g e
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.
12. CONCLUSION
The soap industry in India has been under a change with the advancement of
technology. The major players in soap industry – HUL, J&J, P&G, etc are having a
stiff competition to gain maximum market share. The toilet soap sales are declining,
eroded by liquid and gel cleansers for the increasingly popular shower toiletries
sector. Bar soap producers are fighting back, taking ingredients such as aromatherapy
oils and natural extracts to provide added functionality and consumer appeal.
From the survey conducted it can be concluded that even though savlon has better
attributes than dettol it is unable to compete because of the exceptional strategies
adopted by HUL. J&J were not expecting the counter attack of HUL and were also
weak in their positioning which was a hurdle in their success.
Today soaps are being purchased on major 3 factors:
a. Brand Name
b. Anteseptic Quality
c. Beauty care
Any soap which achieves expertise in atleast two of the above mentioned three
factors does very well in the Indian market.
46 | P a g e
.
.
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13. DATA SOURCES
13.1 BIBLIOGRAPHY
 Claw, Spencer. "The Soap Wars: A Strategic Analysis." Fortune 67 (1963).
 Hair and Bush - Marketing Research
 Kothari – Research Methodology
 Swasy, Alecia. Soap Opera: The Inside Story of Procter and Gamble. New
York: Times Books, 1993.
 Wilson, Charles. The History of Unilever: A Study in Economic Growth and
Social Change. 3 vols. New York: Praeger, 1968. The original edition was
published in 2 vols., London: Cassell, 1954.
13.2 WEBLIOGRAPHY
 http://www.e ncyclopedia.com/doc/1G2-3401803910.html
 www.google.com (Search Engine).
 https://www.iffxpress.com/xpress/na/xhome.nsf/0/83688E1B4D5787D480256
CC900631457
 http://www.jnjindia.com/CPD_WoundCare.pdf
47 | P a g e
.
.
 http://marketingpractice.blogspot.com/2009/01/savlon-heals-withouthurting.
html
 http://www.naukrihub.com/india/fmcg/overview/soaps/
 http://www.scribd.com/doc/21431229/Soap-Prgt-Mba-II
 http://www.scribd.com/doc/18275319/Internship-Report-by-Nusrat-Omer
 http://www.unilever.com/brands/personalcarebrands/lifebuoy.aspx
14. ANNEXURES
14.1 QUESTIONNAIRE
1. Person details:
a. Name: __________________________Age:_______ Gender_______
Address:_____________________________________________
b. Marital status:_____________________________________________
c. No. of Family members: _______________________________
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2. Currently which soap are you using and why?
_______________________________________________________________
3. As you hear about the following brands what comes to your mind first?
Savlon: ______________________________________________________
Dettol: ______________________________________________________
Lifebuoy:_____________________________________________________
48 | P a g e
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4. Which soap do you prefer? (Rank them)
1. Dettol __________
2. Savlon __________
3. Lifeboy __________
5. Please rate for the similarity between two brands. (Savlon and Dettol)
(5= very similar and 1= not at all similar) (Only in coloured cells)
SAVLON
DETTOL
PRICE FRAGRANCE SIZE FRESHNESS
PRICE
FRAGRANCE
SIZE
FRESHNESS
6. What difference you think is there in both brands? (SAVLON and DETTOL)
7. Please rate for the similarity between two brands. (Savlon and Lifebuoy)
(5= very similar and 1= not at all similar) (Only in coloured cells)
SAVLON
LIFEBUOY
PRICE FRAGRANCE SIZE FRESHNESS
PRICE
FRAGRANCE
SIZE
FRESHNESS
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8. What difference you think is there in both brands? (SAVLON and
LIFEBUOY)___________________________________________________
9. To what extent is each of the following features an important consideration to
you in selecting your soap?
Features Extremely imp imp somewhat imp not at all imp
Price [ ] [ ] [ ] [ ]
Brand name [ ] [ ] [ ] [ ]
Fragnance [ ] [ ] [ ] [ ]
Hygiene [ ] [ ] [ ] [ ]
Freshness [ ] [ ] [ ] [ ]
Lather [ ] [ ] [ ] [ ]
10. Please rate the foll soap brands In hygiene (1- 5) (1 = very good, 5= very bad)
Dettol __________
Lifebuoy __________
Savlon __________
11. Please rate the foll brands in fragrance (1- 5) (1 = very good, 5= very bad)
Dettol __________
Lifebuoy __________
Savlon __________
12. Are you satisfied with SAVLON soap? (If ‘YES’ answer Q13, if ‘NO’ answer
Q14.)
a. YES b. NO
13. What was the reason for your satisfaction?
14. What was the reason for your dissatisfaction?
50 | P a g e
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15. Compared to other soaps (such as Dettol and Lifebuoy) that are available,
would you say that SAVLON is? (tickmark)
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Much better ______
Somewhat Better ______
About the same ______
Somewhat Worse ______
Much Worse ______
16. How do you get information about SAVLON?
Advertising- T.V, Newspaper, Radio _________
Friends/ Family (word of mouth) _________
Saw it in store (counter promotion) _________
Other _________
17. What additional benefits do you seek in the soap?
18. What are your recommendations for savlon soap?
Price: ______________________
Packaging: ______________________
Fragrance: ______________________
Brand Name ______________________
Any other: ______________________
51 | P a g e
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