PROJECT REPORT ON

“A STUDY ON PERCEPTION OF CONSUMERS TOWARDS VENUS CREAM BAR”

Submitted for the degree of

BACHELOR OF COMMERCE (Hons.)

(Session: 2020-2023)

UNDER THE CO-SUPERVISION UNDER THE SUPERVISION OF

Dr. KAINAT SIDDIQUI Prof. AMIT KUMAR SINGH

SUBMITTED BY

NAME: ANURADHA SINGH

ROLL NO.: 204371

ENROLLMENT NO.: 633/20

COURSE: BACHELOR OF COMMERCE (Hons.)

Department of Commerce,
School of Management and Commerce,
BABASAHEB BHIMRAO AMBEDKAR UNIVERSITY
(A CENTRAL UNIVERSITY)
VIDYA VIHAR, RAEBARELI ROAD, LUCKNOW-226025
 DECLARATION

I, ANURADHA SINGH, student of B.COM (Hons.) at Department of Commerce, School

of Management and Commerce, Babasaheb Bhimrao Ambedkar University, hereby declare

the Summer Internship project entitled “A STUDY ON PERCEPTION OF CONSUMER

TOWARDS VENUS CREAM BAR” at RSPL is completed and submitted under the

guidance pf Prof. AMIT KUMAR SINGH, Department of Commerce, School of

Management and Commerce, Babasaheb Bhimrao Ambedkar University, Lucknow.

NAME: ANURADHA SINGH

ROLL NO.: 204371
ENROLLMENT NO.: 633/20
COURSE: B. COM (Hons.)
SEMESTER: 5th
 ACKNOWLEDGEMENT

I owe a never ending gratitude to the God for his grace and blessings in the completion of this thesis.
I bow my head with great reverence in the pious feet and take my hand towards my inner soul to
Babasaheb Bhimrao Ambedkar ji, a great scholar on his name university is established, and I am extremely
thankful to our Vice-Chancellor Prof. Sanjay Singh for providing me a suitable platform to carry out my
research work.
I think it to be an opportunity and the privilege of my life to express my profound and sincere gratitude
to my Supervisor and mentor Prof. Amit Kumar Singh, Department of Commerce, School of Management
and Commerce, Babasaheb Bhimrao Ambedkar University, Lucknow. It is for his benevolent guidance,
constant support, valuable suggestions ever ready assistance, invaluable criticism, keen interest and
everlasting affection during the entire course of study that I have get success in the preparation and
submission of this thesis on time.
I am deeply indebted and grateful to All Faculty members, Department of Commerce, School of
Management and Commerce, Babasaheb Bhimrao Ambedkar University, Lucknow for their inspiration and
benevolent cooperation and encouragement.
I am thankful to all my Research Scholars, seniors and my friends who are the real moral boosters of my
accomplishments.
Last, but not the least, I express my sincere gratitude to my parents for their blessings which nourished
me to see this moment.

Anuradha Singh
B. Com (Hons.)
204371
 PREFACE

These days institute have started giving more and more stress on the management training, as it is first
interface of a management student with the culture of the corporate world and it also gives the first-hand
experience to use the knowledge acquired by them through their faculty in the classroom.
As a part of the B.COM (Hons.) Circular and in order to gain practical Knowledge in the field of
management, we are required to make a report on “A STUDY ON PERCEPTION OF CONSUMER
TOWARDS VENUS CREAM BAR” The Basic Objective behind doing this project report is to get
knowledge tools of different tools of marketing.
In this project report we have included various concepts, effects and implications regarding celebrity
endorsement to the.
We doing undergo many experiences related with our topic concepts. Through this report we come to know

about importance of team work and role of devotion towards the work.
 TABLE OF CONTENTS

a. Introduction
a. Organizational Profile.
b. Brief History.
c. Mission & Core Business / Functions.
b.iv. Organizational Chart
c. Offices
d. FMCG Industry
e. Products
f. Research Objective
g. Research Design
h. Research Methodology
a. Research Design
b. Research Tool: Questionnaire
c. Sampling Plan: Size, Method
i. Data Collection
j. Data Analysis
k. Positioning
l. Targeting
m.SWOT Analysis
n. Competitor
o. Finding
p. Conclusion
q. Suggestions
r. Bibliography
s. Primary Data
 THE FAST-MOVING CONSUMER GOODS (FMCG)
The fast-moving consumer goods (FMCG) segment is the fourth largest sector in the Indian
economy. The market size of FMCG in India is estimated to grow from US$ 30 billion in 2011
to US$ 74 billion in 2018. Fast-moving consumer goods (FMCG) or consumer packaged goods
(CPG) are products that are sold quickly and at relatively low cost. Examples include non-
durable goods such as soft drinks, toiletries, over-the-counter drugs, processed foods and many
other consumables. In contrast, durable goods or major appliances such as kitchen appliances are
generally replaced over a period of several years.

FMCG have a short shelf life, either as a result of high consumer demand or because the product
deteriorates rapidly. Some FMCGs, such as meat, fruits and vegetables, dairy products, and
baked goods, are highly perishable. Other goods, such as alcohol, toiletries, pre-packaged foods,
soft drinks, chocolate, candies, and cleaning products, have high turnover rates. The sales are
sometimes influenced by some holidays and season.

Though the profit margin made on FMCG products is relatively small (more so for retailers than
the producers/suppliers), they are generally sold in large quantities; thus, the cumulative profit
on such products can be substantial. FMCG is a classic case of low margin and high volume
business.

The retail market for FMCG’s includes in the following international

standards industrial classification (ISIC) :

• ISIC 5211 retail sales in non-specialized stores

• ISIC 5219 other retail sale in non-specialized stores
• ISIC 5220 retail sale of food, beverages and tobacco in specialized stores
• ISIC 5231 retail sale of pharmaceutical and medical goods, cosmetic and toilet articles
• ISIC 5251 retail sale via mail order houses
• ISIC 5252 retail sale via stalls and markets
• ISIC 5259 other non-store retail sale
 FMCG industry

FMCG industry, alternatively called as CPG (Consumer packaged goods) industry primarily
deals with the production, distribution and marketing of consumer packaged goods. The Fast
moving Consumer Goods (FMCG) are those consumables which are normally consumed by the
consumers at a regular interval. Some of the prime activities of FMCG industry are selling,
marketing, financing, purchasing, etc. The industry also engaged in operations, supply chain,
production and general management. Alternatively called as CPG (Consumer packaged goods)
industry primarily deals with the production, distribution and marketing of consumer packaged
goods. The Fast-moving Consumer Goods (FMCG) are those consumables which are normally
consumed by the consumers at a regular interval. Some of the prime activities of FMCG
industry are selling, marketing, financing, purchasing, etc. The industry also engaged in
operations, supply chain, production and general management.
FMCG industry creates a wide range of job opportunities. This industry is a stable, diverse,
challenging and high profile industry providing a wide range of job categories like sales, supply
chain, finance, marketing, operations, purchasing, human resources, product development, and
general management.

Common FMCG products

Some common FMCG product categories include food and dairy products, glassware, paper
products, pharmaceuticals, consumer electronics, packaged food products, plastic goods,
printing and stationery, household products, photography, drinks etc. and some of the examples
of FMCG products are coffee, tea, dry cells, greeting cards, gifts, detergents, tobacco and
cigarettes, watches, soaps etc.

Market potentiality of FMCG industry

Some of the merits of FMCG industry, which made this industry as a potential one are low
operational cost, strong distribution networks, and presence of renowned FMCG companies.
Population growth is another factor which is responsible behind the success of this industry.
Leading FMCG companies

Some of the well-known FMCG companies are Sara Lee, Nestlé, Reckitt Benckiser, Unilever,
Procter & Gamble, Coca-Cola, Carlsberg, Kleenex, General Mills, Pepsi and Mars etc.

In the retail business, companies generally sell goods that span a range of product types, prices
and profit margins. Fast-moving consumer goods, also known as consumer packaged goods, are
items that usually sell quickly and for a relatively low price. While FMCGs/CPGs are easy to
dismiss, they still play vital roles in how retail businesses operate.

Cumulative Profits
For a retailer's bottom line, the key benefit of CPGs/FMCGs is the cumulative profit they
provide. CPGs/FMCGs have low profit margins, which means that a small percentage of each
unit sale represents profit. However, CPGs/FMCGs also sell in very high quantities. This means
that those small profits add up and can form a significant portion of a retailer's total profits for a
fiscal period. This profit serve any number of financial purposes in the business.

Cross Merchandising Opportunities

Retailers thrive when customers buy multiple items on each visit. CPGs/FMCGs provide
opportunities for cross merchandising, which occurs when a business places two products from
different categories close to one another in a strategic arrangement. For example, an electronics
retailer may sell remote controls that have high profit margins but don't fall into the CPG/FMCG
category. A shelf of batteries (which are CPGs/FMCGs) next to those remotes provides a chance
to boost sales and earn profit on two items when customers choose to buy the batteries they will
need to operate their new remotes at the same time.

Brand Appeal
When a retailer offers CPGs/FMCGs, it can rely on the brand appeal that they generate to drive
sales. Most CPGs/FMCGs come from brands that advertise heavily. This means that when
customers see CPGs/FMCGs on store shelves they have pre-existing emotional relationships
with those brands, which may not be true of the other items that the retailer sells. Seeing
recognizable brands may build trust between the customer and retailer or lead to an additional
purchase based on brand awareness, with no special effort from the retailer.
Diversification
Selling CPGs/FMCGs spreads a retailer's revenue sources over a broader spectrum of goods.
The profits can help offset slow sales for other products during seasonal dips in demand or
periods of reduced consumer confidence. In the category of CPGs/FMCGs, retailers can choose
from among an almost unlimited range of product types including pharmaceuticals, food items,
beverages, household products and disposable items. The range is so broad that some retailers,
such as grocery stores and convenience markets, stay in business selling them exclusively.

Job opportunities in FMCG industry

FMCG industry creates a wide range of job opportunities. This industry is a stable, diverse,
challenging and high profile industry providing a wide range of job categories like sales, supply
chain, finance, marketing, operations, purchasing, human resources, product development, and
general management.
FMCG products can be thought of in contrast with consumer durables, which are generally
replaced less than once a year (e.g. kitchen appliances).
Some of the best known examples of Fast-moving Consumer Goods companies are Reckitt
Benckiser, Sara Lee, Nestlé, Unilever, Procter & Gamble, Coca-Cola, Carlsberg, Kleenex,
General Mills, Pepsi and Mars.

A subset of FMCGs are Fast-moving Consumer Electronics which contain innovative electronic
products such as mobile phones, MP3 players, digital cameras, GPS Systems, cell phones and
Laptops which are replaced more frequently than other electronic products mainly due to
technology changes.
White goods in FMCG refers to large household electronic items such as refrigerators. Smaller
items, TV sets, stereo systems etc. are sometimes termed Brown goods.
Unlike other economy sectors, FMCG share float in a steady manner irrespective of global
market dip, because they generally satisfy rather fundamental - as opposed to luxurious - needs.

Food products is the leading segment, accounting for 43 per cent of the overall market. Personal
care (22 per cent) and fabric care (12 per cent) come next in terms of market share.
Growing awareness, easier access, and changing lifestyles have been the key growth drivers for
the sector.

What are FMCG goods?

FMCG goods are popularly known as consumer packaged goods. Items in this category include
all consumables (other than groceries/pulses) people buy at regular intervals. The most common
in the list are toilet soaps, detergents, shampoos, toothpaste, shaving products, shoe polish,
packaged foodstuff, and household accessories and extends to certain electronic goods. These
items are meant for daily of frequent consumption and have a high return.

Rural – set to rise

Rural areas expected to be the major driver for FMCG, as growth continues to be high in these
regions. Rural areas saw a 16 per cent, as against 12 per cent rise in urban areas. Most
companies rushed to capitalize on this, as they quickly went about increasing direct distribution
and providing better infrastructure. Companies are also working towards creating specific
products specially targeted for the rural market.

The Government of India has also been supporting the rural population with higher minimum
support prices (MSPs), loan waivers, and disbursements through the National Rural
Employment Guarantee Act (NREGA). These measures have helped in reducing poverty in rural
India and given a boost to rural purchasing power.

Hence rural demand is set to rise with rising incomes and greater awareness of brands.

Urban trends

With rise in disposable incomes, mid- and high-income consumers in urban areas have shifted
their purchasing trend from essential to premium products. In response, firms have started
enhancing their premium products portfolio. Indian and multinational FMCG players are
leveraging India as a strategic sourcing hub for cost-competitive product development and
manufacturing to cater to international markets.

Top Companies
According to the study conducted by AC Nielsen, 62 of the top 100 brands are owned by
MNCs, and the balance by Indian companies. Fifteen companies own these 62 brands, and 27 of
these are owned by Hindustan Uni Lever.

The top ten India FMCG brands are:

1. Hindustan Unilever Ltd.

2. ITC (Indian Tobacco Company)
3. Nestlé India
4. GCMMF (AMUL)
5. RSPL GROUP
6. Asian Paints (India)
7. Cadbury India
8. Britannia Industries
9. Procter & Gamble Hygiene and Health Care
10. Marico Industries

What the millenniums expect

According to a study by TMW and Marketing Sciences that surveyed 2,000 people across
different age groups ranging, young consumers are the most ‘rational’ and likely to spend more
time weighing up potential purchases. The survey also suggests that younger people are using
recommendations from their peers about products and services in order to make rational
purchase decisions. According to the study, shoppers aged 18 to 24 are 174 per cent more likely
to use recommendations on social media than shoppers aged 25 and over.

Another key factor today is – speed. Today's consumer wants packaged goods that work better,
faster, and smarter. The “need for speed" trend highlights the importance of speed as a
potentially decisive purchase factor for packaged goods products in a world where distinctions
between products are shrinking.

Younger consumers express the greatest need for speed, not a huge surprise for the smartphone
generation. Data monitor’s 2013 Consumer Survey found that younger consumers those in the
15-24 year old age group were twice as likely to say that "results are achieved quickly" has a
"very high amount of influence" on their health and beauty product choices than consumers in
the oldest age group, those aged 65 or older. Speed matters, and 2014 will almost certainly see
the introduction of new game-changing timesavers.

Characteristics of FMCG in India

• Branding: Creating strong brands is important for FMCG companies and they devote
considerable money and effort in developing bands. With differentiation on functional
attributes being difficult to achieve in this competitive market, branding results in
consumer loyalty and sales growth.
• Distribution Network: Given the fragmented nature of the Indian retailing industry and
the problems of infrastructure, FMCG companies need to develop extensive distribution
networks to achieve a high level of penetration in both the urban and rural markets.
Once they are able to create a strong distribution network, it gives them significant
advantages over their competitors.
• Contract Manufacturing: As FMCG companies concentrate on brand building,
product development and creating distribution networks, they are at the same time
outsourcing their production requirements to third party manufacturers. Moreover, with
several items reserved for the small scale industry and with these SSI units enjoying tax
incentives, the contract manufacturing route has grown in importance and popularity.
• Large Unorganized Sector: The unorganized sector has a presence in most product
categories of the FMCG sector. Small companies from this sector have used their
lavational advantages and regional presence to reach out to remote areas where large
consumer products have only limited presence. Their low cost structure also gives them
an advantage.
 INTRODUCTION OF RSPL

Rohit Surfactants Private Limited -Company does the manufacturing and trading of detergents,
toilet soaps and other FMCG products. Poonam Developers & Infrastructure India Private
Limited -This Company is involved in the business of construction and real estate. Calcutta
Detergents Private Limited -This Company does activities of manufacturing and trading of
detergents. All the Companies are under the supervision and control of the same management,
thereby making its recognition as the “GHARI GROUP”.

Ghari Detergents brand is one of the fastest growing in the stagnant FMCG market. The Ghari
Group, in spite of such competition, is making great strides in the Indian Detergent Industry and
is currently ranked as third largest brand in its category with more than 16% market share
(approx.) and is striving to better its position by constant endeavor.

With the passage of time, by adopting latest technology and using premium quality raw
material, it developed a product under the brand name ‘GHARI’ to the liking of the masses and
achieved a group turnover

Of more than Rupees 1000 Crores in the financial year 2006-07, are continuing with an average
growth rate of 15 to 20%.

Today, Ghari is one of the fastest growing brands with a market share of around 40% in UP and
Bihar with close to 10% volume share on an all-India basis. It caters to the mass market through
a wide network of 300 distributors and a million retail outlets spread from the smallest rural
village to the largest metro with a strong base in North India.

KTC clocked a sales turnover of Rs 840 crore in ’05-06 with a net income of Rs 35 crore. It has
projected a net profit of Rs 60 crore in the current fiscal, on a turnover of over Rs 1,000 crore.
The funds raised through the private placement route would be used to finance KTC’s ongoing
projects in Uttaranchal and other parts of the country.

Currently, KTC makes Ghari detergent at its plants in several locations including Kanpur, New
Delhi, Indore, Sahibabad and Alwar. KTC is also setting up an IT park in Noida on 1.5-2 lakh
sq. ft. With the valuation ruling high, industry watchers say this is an ideal time to offload
equity.
Consumer is the king of any business activity. It is very important for any marketing person to
know how the consumer perceives different things and how he behaves accordingly. So
consumer research is imperative for the success of any marketing effort. Hence an attempt is
made in the present Chapter to study the behavior and perception of consumer. First of all
perception is defined as the process of receiving, selecting organizing, interpreting, checking
and reacting to sensory stimuli or data.

Consumer behavior is defined as “behavior that consumer display in searching for purchasing,
using evaluating and disposing of product and services that they expect will satisfy their needs”.

The study of consumer behavior is the study of how the individuals make decision to spend
their available resources like time, money, effort, etc., on consumption related items. It
includes the study of what they buy, when they buy it, why they buy it, where they buy it,
how often they buy it and often use it.
As marketer, it is important to recognize why and how individuals make their consumption
decision, so that we make better strategic marketing decision. If marketer understand
consumer behavior they are able to predict how consumer are likely to react to various
information and environmental cues and are able to shape their marketing strategies
accordingly. Without doubt, marketers who understand consumer behavior will have great
competitive edge in the market.
Consumer behavior is relatively new field of study in the mid-to-late 1960’s with no body of
research of its own, the discipline borrowed heavily from concepts developed in other
scientific disciplines, such as Psychology (study of individuals), Sociology (Study of
groups), Social psychology ( study of how an individual operates in groups), Anthropology
( the influence of society on individuals) and Economies.

The initial thrust of consumer behavior was from a managerial prospective, marketing
manager wanted to know the specific causes of consumer behavior. They also wanted to
know how people receive store and use consumption related information so that they could
design marketing strategies to influence consumption decision. They regard consumer
behavior disciplines as an applied marketing science.
There are number of reasons why the study of consumer behavior was developed as a
separate marketing discipline. Marketers had long noted that consumer did not act or react
as marketing theory would suggest. The size of the consumer market in every country is
vast and constantly expanding. Large amount were being spent on goods and services by
millions of peoples. Consumer preference were changing and becoming highly diversified.
Even in industrial markets, where needs for goods and services were always more
homogeneous than in consumer markets, buyers were exhibiting diversified preference and
less predictable purchase behavior.
 Brief history

The leading brand “GHARI” and some other brands in the detergent segment were earlier
owned by KTC Private Limited, the marketing company of the group. The company has
been merged with Leayan Over-seas Private Limited; another group company engaged in
the manufacturing and marketing of leather shoes under the brand name of “RED CHIEF”
and finished leather. Pursuant to the Scheme of amalgamation becoming effective, the name
of the company has been changed to “Ghari Industries Private Limited”. The activities of
the merged entity are now broadly into two segments, the marketing and trading of Ghari
detergent cake/detergent powder and manufacturing and marketing of leather shoes and
finished leather.
Footwear range of Ghari Industries Pvt. Ltd. was launched under the brand name Red Chief
in 1997 to meet the growing demand for branded high quality leather footwear at an
affordable price. Starting with a handful of employees in 1997, Red Chief now has a
workforce of more than 350 dedicated employees. The company has recorded an impressive
growth through its enthusiastic and highly motivated marketing team and an efficient
distribution network covering nearly the whole of north & west India. For future growth the
company is now all set to explore overseas market.

In 1987, a year before Wheel was launched by HUL, without much attention of media or public,
Muralidhar and Bimal Kumar Gyanchandani launched Ghari detergent in Kanpur, Uttar
Pradesh. In 1988, Muralidhar and Bimal Kumar incorporated Shri Mahadeo Soap Industries
Pvt. Ltd. under which they started manufacturing Ghari detergent. Eventually, Shri Mahadeo
Soap Industries Pvt. changed its name to Rohit Surfactants Private Limited (RSPL) in June
2005.

It is said that Ghari was inspired by Nirma, which was launched in 1969 and evicted HUL's Surf
within four years of its launch to become the market leader in 1987 having a market share of
around 30%. Nirma was at its peak when Ghari was launched in 1987. In 1988, HUL launched
Wheel to take on Nirma which snatched top spot from Nirma in 2000. Ghari had to compete
against two big players Wheel and Nirma since its launch. After 25 years of its inception, it took
the top spot in the detergent market in 2012.
 About RSPL GROUP

RSPL Limited is 4000 crore diversified conglomerate, which is committed for value for money
propositions & credited with several innovations over last 3 decades. The sagacity to weave its
business around consumer needs has conferred RSPL Limited with a distinct value and identity.
Efficient capital structure, cutting edge technology, operational discipline and a widespread
distribution network, have together attributed to enhance RSPL Limited and enabled the
organization to deliver value to consumers. Keeping in line with its expansion programme, The
company has been established detergent manufacturing units in various locations across the
India to enable the company to fulfill the demand of its products across the country more
effectively.

1. Website http://www.gharidetergent.com

2. Industry Consumer Goods

3. Type
Public Company

4. Company Size
10,001+ employees

5. Founded
1987

Uncover unique insights about RSPL Group

• Employee distribution by department

• Employee growth rates
• Notable leadership additions
• Trends in hiring activity

Corporate Social Responsibly

Inaugrated in April 2013,Laxmi Devi Dayal Das Charitable Hospital is a significant social
initiative taken by RSPL Group to serve the humanity.

Set up nearly 29 Km away from the city of Kanpur, the hospital aims at providing medical
assistance for ailments and surgeries to the poor and needy. The hospital has set prescribed
standards in both medical treatment & patient comfort aiding quick and complete cure. It is
equipped with latest medical equipments facilitating accurate treatment to its patients. It offers
medical treatments to patients at nominal rates so that people from all walks of life can afford to
avail the medical facilities of the hospital and also distributes medicines absolutely free of cost
on a daily basis to those people who cannot afford to pay.

RSPL Limited (“Company”) is in the business of manufacturing, producing, making, altering,

converting, processing, refining, rectifying, mixing, distilling, buying, selling, trading,
importing, exporting, supplying, distributing, stocking, acting, dealing and preparing for the
market all kinds and description of and/or the allied & by-products and intermediates of all
types of toilet soaps, washing soap, liquid soaps, glycerin soap, detergent cake, detergent
powder, shampoo and its ingredients. This policy guides the actions of the Company in its
efforts to contribute to promoting health care, making a contribution for the betterment of lives
of the under-privileged persons, senior citizens, orphans, differently abled persons and women
and promoting education, supporting rural development, providing sanitation and drinking
water.

Mission and Objectives

The Company believes that by contributing to the society by assisting in promoting health care,
they shall be able to contribute towards betterment of society. The Company is committed to
implement the Companies Act, 2013 (“Companies Act, 2013”) and the Companies (Corporate
Social Responsibility Policy) Rules, 2014 (“CSR Rules”).

CSR Committee

The Company has as per the requirements of Section 135 of the Companies Act, 2013 formed a
committee to manage the CSR Activities of the Company. The Company has formed a
committee with three (3) directors to manage the CSR Activities of the Company. The members
of the CSR Committee are:
• Shri Murlidhar, Chairman
• Shri Bimal Kumar, Member
• Shri Rajinder Pal Singh, Member
The Company may also employ full time employee(s) who are dedicated to co-ordination and
monitoring the CSR Activities of the Company.

CSR Activities

The Company has in the past focussed in one or more of the following CSR activities and
therefore it has decided to continue undertaking these activities.

• Founding and maintain hospitals, medical investigation and research establishments or

institutions, in India for affording facilities of medical relief to the poor, the sick and
suffering.
• Establishing institutions and college for imparting education in medicine and other allied
subjects.
• Establishing institutions and college for imparting education in medicine and other allied
subjects.
• Founding and establishing, developing, maintaining and granting aid of, in cash or in
kind for running hospitals, dispensaries, maternity home, child welfare centres and/ or
such other similar charitable institutions in India for the benefit and use of the general
public at large.
• Spreading of useful knowledge in medicine and of providing facilities for research in the
field of medicine and with this object in view to assist deserving persons with
opportunities for furthering their studies either in India or abroad by awarding
scholarships, fellowships or other financial assistance.
 Sales Network

RSPL Group follows the policy of penetrating its markets deep and then focusing on
geographical
Expansion. Having achieved strong distribution reach in its core markets, it has now embarked
on strengthening its geographical presence by establishing and expanding distribution in other
states (most notably in South India)
We are successfully running more than one manufacturing units at Alwar, Aurangabad,
Chitradurg, Dhar, Ghaziabad, Greater Noida, Haridwar, Jamnagar, Jamshedpur, Jhansi, Kanpur,
New Delhi, Roorkee, Sagar and adding more.

Our Mission

To be a part of consumer’s daily life by giving them best value for money through well
researched and ever evolving excellent products

Our Core Values

• Consumer Centricity
• Continuous Improvement
• Integrity
• Thorough Planning and Execution

OUR MANAGEMENT

RSPL Group is promoted by Gyanchandani family. The promoter directors are

combination of experienced and young persons.

Murli Dhar: Executive Chairman

• Joined the family business of his father Late Dayal Das. His vision and strong dedication
laid the foundation of the ‘RSPL Limited’ group. He has the responsibilities of finalizing
Corporate Strategy & Planning for the growth of the business of the group. Under his
leadership the group has established itself amongst the top manufacturers of detergent
products in a short period of nearly 3 decades. He is guiding the younger generation to
venture into new categories.

Bimal Kumar: Managing Director

• Joined the family business of his father with his elder brother Shri Murli Dhar. His
responsibilities are to supervise and control management of the entire group. His
contribution to the Human Resource Development in the Group has been enormous and
his media and advertisement strategies have proved to be very efficient in terms of sales
response. His ability to spot trends early has helped to identify new segments the
company should foray into.
Manoj Kumar: Director

• Joined the business in 1996 at a very young age. His contribution to the group was the
first business diversification in the leather industry. After establishing Leather and
Footwear venture and turning the business into Rs. 100 crores, he is on his way to create
new land marks in Dairy business.

Rahul Gyanchandani: Joint Managing Director

• He was appointed Director of the company in the year 2004.His present responsibilities
are operations of Soap & Detergent division of the Company. He is also actively
involved in the planning of new projects. All the expansion plans of soap & detergent
 division are moving smoothly under his able direction. He has a vision for backward
integration. Under his able guidance, the company has successfully entered into toilet
soap segment by launching toilet soap under the brand name Venus and foraying into
homecare segment.

Rohit Gyanchandani: Director

• He was inducted to the Board of the Company in the year 2005. He has the
responsibility of planning and monitoring advertising and evolving new strategies for
marketing. He is also looking after real estate business of the Group. One of the Group
company, Nimmi Build Tech Pvt. Ltd. is developing residential projects in Kanpur and
Lucknow through SPV

Evolution is constant

We live in fast paced ever changing world. These changes affect our lives and lifestyles and
therefore it is crucial to learn to be resilient.

The driving force at RSPL Group is to understand profound changes in product technology
and consumer needs to make our brands the way consumer desires them to be. We believe
that the only constant in the history of mankind is evolution and so it is our endeavor to give
superior brand experience and most superior value for consumer’s money. Our undeterred
pursuit for evolution has led the company to progress on the path of value during our
growth.

RSPL Group is 3800 crore diversified conglomerate, which is committed to value for money
propositions & credited with several innovations over last 3 decades. The sagacity to weave
its business around consumer needs has conferred RSPL Group with a distinct value and
identity. Efficient capital structure, cutting edge technology, operational discipline and a
widespread distribution network, have together attributed to enhance RSPL Group and
enabled the organization to deliver value to consumers.
Keeping in line with its expansion programme, the company has established detergent
manufacturing units in various locations across India to enable the company to fulfill the
demand of its products across the country more effectively.
The company is going to set up a new unit in Raipur, Chhattisgarh for the manufacturing of
detergent cake, powder and acid slurry. The company has applied for necessary approvals to
set up the unit. Within next couple of years the Group’s installed capacity of detergents
would cross 800000 MT PA.
To make its presence stronger in southern states, the company is planning to set up a unit in
Karnataka. The company has already acquired land at Bidar, Karnataka for the purpose.
Keeping in view the expanding market of personal & home care products in India, the
company has set up a unit in Haridwar for the manufacturing of products like Shampoo,
Hair oil, Toothpaste, Moisturizer, Shaving Cream, Liquid Hand Wash, Floor Cleaner,
Liquid Detergent and Toilet Cleaner. The Unit has become operational in March 2010 with
an installed capacity of 123 MT per day for all products taken together.
 Our Management

1. INTRODUCTION

RSPL Limited (the “Company”) believes in the conduct of the affairs of its constituents in a fair
and transparent manner by adopting highest standards of professionalism, honesty, integrity and
ethical behavior. In order to inculcate accountability and transparency in its business conduct,
the Company has been constantly reviewing its existing systems and procedures.

2. SCOPE AND OBJECTIVE

In keeping with its beliefs it has been decided by the Company to introduce a Whistle Blower
Policy (hereinafter referred to as “Policy”). The purpose of this Policy is to provide a
framework to promote responsibility and secure whistle blowing. This Policy will enable all
employees, directors and other stakeholders to raise their genuine concerns internally in a
responsible and effective manner if and when they discover information which they believe
shows serious malpractice or irregularity within the Company and/or to report to the
management instances of unethical behavior, actual or suspected, fraud or violation of
Company’s code of conduct or ethics policy.

3. DEFINITIONS

The definitions of some of the key terms used in this Policy are given below:

➢ “Associate” means all business associates of the Company including all suppliers,
vendors, consultants, auditors, service providers, lessor (s)/owners of commercial /
residential properties, manpower supply agencies, etc., with whom the Company has
been dealing with or proposed to enter into any business transactions.
 ➢ “Audit Committee” means the Audit Committee of the Board of Directors of the
Company constituted in accordance with Section 177 of the Companies Act, 2013 and
rules framed thereunder. Code of conduct or ethics policy.

4. SCOPE AND EFFECTIVE DATE

This Policy applies to all the Employees of the Company (including expatriates and outsourced
personnel), directors, and stakeholders of the Company including Associates.

5. COVERAGE OF POLICY
This policy encourages all the Whistle Blowers to report any kind of misuse of Company’s
properties, mismanagement or wrongful conduct.

6. COMPLAINT PROCEDURE

The Whistle Blower shall lodge his/her Complaint with the Vigilance Officer of the Company
(the details of the Vigilance Officer are provided below) and also send a copy of the same to the
Audit Committee. The Complaint must be either in the form of a written letter (in closed
envelope) or by e-mail. While the Company would encourage that all complaints are submitted
in written, in case there is a Whistle Blower who does not write down the complaint but makes
such Complaint in verbal form, it will be the joint responsibility of the Vigilance Officer and the
Whistle Blower to ensure that the same is reduced to writing.

7. GRIEVANCES REDRESSAL PROCEDURE

On receipt of a Complaint from a Whistle Blower, the Vigilance Officer on the approval of the
Audit Committee may perform all such acts as it may deem fit and appropriate to safeguard the
interests of the Company, including but not limited to, the following functions:

a. Obtain legal opinion or expert’s view in relation to the Complaint;

b. Appoint some Investigator or external agency to assist in investigation;
8. PUNITIVE ACTION TO BE TAKEN

The Company may take the following punitive or disciplinary actions against the accused, on
the completion of or during the investigation proceedings, depending upon the nature of the
indiscretion, where the Audit Committee finds him guilty: a. Counseling and
issue of a warning letter;

REAL ESTATE PROJECTS

The Group has interest in Real Estate industry. One of the group companies, Nimmi Build
Tech Private Limited (formerly known as Poonam Developers & Infrastructure India Private
Limited), is engaged in the business of construction and real estate.

The Company has set up an IT Software Technology Park in Noida. The company is
developing residential projects in Kanpur and one residential project in Lucknow through
SPV.

Renewable Energy

The company also creates clean energy to meet the increasing demand for clean electricity and
to address the pressing challenges of global warming and energy security. Our plan is to grow to
100MW operational capacity in the next few years.

The Company has seven wind farms in Karnataka Rajasthan, Tamilnadu, Gujarat, and
Madhya Pradesh with a consolidated wind energy generation capacity of 50.1 megawatts.
The 6 megawatts wind power plant at Hiriyur, Chitradurga Dist(Karnataka) & 9.6
megawatt at Gujarat wind farm spread across the two sites namely Dhun Dohraji and
Jamvali, 9 megawatts wind power plant at Jaisalmer, Rajasthan, 10.5 megawatts wind
power plant at Tamilnadu and 15 megawatts at Madya Pradesh wind farm spread across the
two sites namely Hathuniya and Gathiya Phase-1. All the projects Operation and
Maintenance
(O&M) taking care by OEM’s (Original Equipment Manufacturer) have Long Term PPAs of
20 to 25 years.
 Mission & core business / functions

Ghari group has diversified into other businesses with firm foot in leather, wind energy,
construction and toilet soap.

With a view to backward integration of raw materials (Alpha olefin suffocates, optical
brightener and integrated packaging unit for captive consumption) the group has allocated
rupees 50 crores for this purpose and has managed its funding with its internal accruals and
borrowing from financial institution. Rupees 35 crores approx. has already been invested.

The group with its commitment to quality control to utmost level has setup a fleet of tankers
and trailers to stop adulteration and to manage its logistics more efficiently and cost
effectively.

To avoid double taxation and transport cost group has established their production units and
depots in different locations across the country.

The company has a very strong market presence in major parts of India; however some parts
had been left untouched hitherto. Steps are being taken to strengthen and increase our
already strong dealer network of 2500 dealers, so that they are able to penetrate those
markets where we have little or no presence. By the next two to three years, they hope to
have a significant share of the Indian Detergent market. Initiatives are being taken to set up
modernized units in order to meet the growing consumer demand for our products and fulfill
the age-old adage of ‘value for money’.
 INDUSTRY PROFILE ABOUT
THE SOAP INDUSTRY:
ORIGIN OF SOAP INDUSTRY:

History of soap dates way back from 2350 years. Soap manufacturing was started in North
America. Early in the history of Europe colonies and of the republic. Some American
companies with currently well known names were started 50 to 200 years ago. During
middle ages, soap was made at various places in Italy, France, Spain, England and possible
other countries.

Mankind knew about soap nearly 200 years back 70 A.D. when Mr.Pllny and Mr. elder
evidentially discovered the soap when roasted meat over flowed on the flow in ashes. This
lump like product was soap and had foaming and cleansing character. Since then 1192 A.D.
that in the first time detergent was taken in London. It is in 1931 A.D. that in the first time
detergent was discovered by Mr. Grency with the sulphated olive oil and almond oil. The
wood consumption of soap in 1884 A.D. was said to be lakhs/ton per annum and it was in
this year Mr.W.H.L. ever entered the field of the soap making in a big way.

SOAP INDUSTRY IN INDIA:

Soap industry in India began with M/S Godrej setting up their manufacturing unit in 1918 at
Mumbai and M/S government soap factory in Bangalore. The industry stagnated due to the
in informed price control. The industry soon recovered and experienced sharp ups wing
during 1974.

PROBLEMS OF SOAP INDUSTRY:

Soap industry faces some problems in the case of raw materials. The major ingredients like
soap ash, linear alkyl, benzene and sodium Tripoli phosphate poses number of series in
terms of availability.

The demand supply gap to vegetable oil is 1.5-2 lakhs tons and is met through imports. In
recent months, price of caustic soda has shown a rising trend. The contents of soda ash in
the cheaper varieties of soap are quite high.
FUTURE OF SOAP INDUSTRY:

The growth prospects seems to be enormous considering the fact that the per capita income
consumption in India is as low at 0.30kg over the year we have M/S RSPL, M/S
TAMCO,VENUS etc., leading the industry in the field of soap manufacture, growth of
population, income

Consumption, expenditure increased in urban cities spread of education, growing degree of

personal hygiene etc., has increased by the spread of audio-visual media, rising incomes and
general consciousness about the health.

ABOUT THE BUSINESS:

Major players & market shares:

RSPL limited ltd., (RSPL) is the leader for the toilet soap industry in India with a
60% share in the market. Other major players from VENUS is facing competition are
Godrej soaps, Wipro, Procter & Gamble, Colgate Palmolive, Johnson & Johnson etc.,

Their market shares is as follows

COMPANIES MARKET SHARES

RSPL 60
TATA OIL MILLS 13
VENUS 07
GODREJ SOAPS 05
NIRMA 08
OTHERS 07
MARKET SCENARIO

Of the nearly 7 lakhs tons toilet soap, market for 500 tons comes from the premium
segment, 3 lakhs tons won carbolic segment and the rest are from the batting or popular
segment. There are 40 brands in the total toilet soap market. In the popular segment Liril,
Cinthol, Palmolive, Venus international have been well established in the market. In the
popular segment venus, rexona , hamam, santore have a strong presence while among the
carbolic soap lifebuoy, Ok, nirma have proved their worth.

The important point is that the price of the soap between the various brands generally varies
between 50 paise and rupee. The soap industry does not face serious problems to the raw
materials front.

In recent times, the price of caustic soda have shown a using trend. This contents of soda ash
is the cheaper varieties of soap in quite higher linear alkyls benzene, being an important
input in manufacture of soaps the future of this soap industry is very much dependent on this
input. It is capital incentives during the around in 700-800 cores

SEGMENTATION OF SOAPS
The Following table lists the key brands of the main companies.
COMPANY BRAND SEGMENTATION

Godrej soaps Cinthol Premium

Godrej no 1 Popular

Marvel Popular

Lifebuoy(plus,
gold,family,liquid)
Carbolic

RSPL Venus(international, Premium

Venus Premium

Face washes,

Shower gel) Premium

Liril,pears, Premium

Jai,breeze Popular

P&G Camay Premium

WIPRO Santoor,baby soft Premium

Wipro shikakai Popular

KS&DL My sore sandal soap Premium

My sore sandal gold Premium

HENKET-SPIC Margo Popular

COLGATE- Palmolive natural Premium

PALMOLIVE

COMPANY PROFILE
RSPL limited is the Indian established of the world’s most famous multinational company
namely unlevel limited. This is a very pros porous company is the FMCG segment i.e., the
fast-moving consumer goods. The company has very much well established R&D supports
and a good marketing practices and network.

The main purpose of RSPL limited is to meet the everyday needs of people everywhere-to
anticipate the aspirations of our consumer and customer and to responds creatively and
competitively with branded products and services which raise the quality of life. RSPL’s
deep roots in local culture and markets around the worlds are its unparallel inheritance and
the foundation for our future growth. RSPL LIMITED will brings its wealth’s of knowledge
and international expertise to the service of local customer – a truly multi-local
multinational. RSPL’s long term success requires a total commitment to exceptional
standards of performs and productivity, to working together effectively and to a willingness
to embrace new ideas and learn continuously.

RSPL LIMITED believes that to succeed requires the highest standards of corporate behavior
towards its employees, the consumers, the societies and world in which we live.
This is RSPL limited limited’s road sustainable, profitable growth for our business and long
term value creation for our share holders and employees.

To realize this commitment which RSPL LIMITED has from the consumers, employees, the
society and the environment, it has set for itself certain sacrosanct policies and principles.
These policies and practices, has earned RSPL LIMITED the goodwill and trust of people
across the country.

It is certainly RSPL’s brands and its people, but also its support systems. RSPL’s research
centre is the largest private sector industrial research laboratory of its kind in India. RSPL’s
enviable reach in the remote heartland make its kind in India.
RSPL LIMITED understands the importance of savings for the future generation, the simple
pleasures that our planet has continuously offered. Necessary measures that RSPL
LIMITED has enforced in its factories for environment protection and pollution control, RSPL
LIMITED has also taken up projects on energy conservation, watershed management, tree
plantation and soil conservation.
 LATEST INNOVATIONS BY RSPL

These are some of the words that are often heard. In fact, the scientists at RSPL’s research
centre are the brains behind the 41 new products launched on an average every year. The
following are some of the latest innovations:

SUNNY DAYS ARE HERE AGAIN:

Now you can go out in the blazing sun without worrying about losing your complexion. All
you have to do is use RSPL’s venus soap everyday. This new, patented technology called
the ‘sun screen formula’ contain a combination of sunscreen ‘actives’, which are deposited
on the skin as a protective layer, even as the soap washes away dirt and grime. This unique
formula is the climax of long search for a product that’s easy to apply, safe to use,
affordable and provides optimal protection from UV rays.

COOL CART
One of the most fascinating from the research centre has been the world’s first totally safe,
non-corrosive, eutectic coolant that keeps ice cream at – 18 degree centigrade even under
the most aggressive climatic condition.

HOT POTATOES
Scientists at RSPL’s research centers plant tissue culture lab have been successful in creating
micro tubers of potato. Farmers can now plant a full hectare with just 50 kg of this new potato
micro tuber, as against a typical requirement of 2000 kg of conventional seeds.

BRANDS OF RSPL
RSPL limited is India’s largest packed mass consumption goods company. RSPL LIMITED is
the leader in home and personal products and food and beverages. It seeks to “meet everyday
needs to people everywhere – to anticipate the aspirations of our consumers and customers and
to respond creatively and competitively with branded products and services which raise the
quality of life. It is this purpose which inspires RSPL LIMITED to build brands. Over the past
70 years, it has introduced about 110 brands, most of which have become house hold names in
the country.

Some of the RSPL Brands are:

 BEVERAGES BROOKEBOND SKINCARE

Taj Mahal Fair & Lovely

Red Label Pond’s
3 Roses ORAL CARE
Taaza Pepsodent
Lipton Yellow Label Close-Up
Lipton Green Label HAIR CARE
Lipton Ice Tea Sunsilk
BRU Coffee Clinic
DEODRANTS FABRIC WASH
Axe Surf
Pond’s Rin
Rexona Wheel
COLOUR COSMETICS PERSONAL WASH
Lakme Venus
ANNAPURNA ATTA Liril
KWALITY ICE CREAMS Venus

MARKETING
RSPL is present in home and personal care and Foods & Beverages categories. RSPL and group
companies have about 40,000 employees, including 1425 managers.

For marketing RSPL divides the country into four regions, with regional branches in Delhi,
Kolkata, Chennai and Mumbai. Headed by a regional manager, they comprise regional sales
manager and area sales manager, assisted by dedicated field forces, comprising sales
officers and territory sales in charges.

In marketing, each category has a marketing manager who heads a team of brand managers
dedicated to each or a group of brands. The brand managers, wherever appropriate, focus
exclusively on brand strategy or implementation.

MANUFACTURING

Each division has a nation wide manufacturing base, with each factory peopled by teams of
production, engineering, quality assurance, commercial and personal managers.
 RSPL Products NAMASTE INDIA MILK & GHEE

Milk is considered the most essential for our health diet, be it kids or women, milk is always
suggested to part of daily intake. We at Namaste India understand the value of your health and
therefore try to provide you fresh and rich milk full of vitamins.
Nutritional Values

Product Range Fat(%) SNF(%)

Namaste Gaadha Maaza (Full

6 9
Cream)

Namaste Milky Magic

4.5 8.5
( Standardized)

Namaste Active (Toned Milk) 3 8.5

Nutritional Values

Energ Protei Carbohydrat Fat Suga Fibe Cholestero

y n e r r l

897 Nil Nil 99.7 Nil Nil 275 - 325

Kal Gm Gms
s

GHARI DETERGENT POWDER & CAKE

 Size Retail Price (INR)

3 KG 162

1 KG 50

500 Gms 26

190 Gms 10

80 Gms 5

30 Gms 2

Size Retail Price (INR)

300 Gms 15

190 Gms 10

95 Gm s 5
 VENUS CREAM BAR

RED CHIEF SHOES

 INTRODUCTION

Behavior is a mirror in which every one shows his or her images. Behavior is the process of
responding to stimuli. Consumer behavior is to do with the activities of individual in
obtaining and using the goods and services; it encompasses the decision – making process
that precedes and determines purchases.

STANDARD DEFINITIONS

Professor Walter C.G. and Professor Paul G.W, “the process whereby individuals decide
whether, what, when, where, how and from whom to purchase goods and services”.

Professor Bearden and Associates. Consumer behavior is “the mental and emotional
processes and the physical activities of people activities of people who purchases and use
goods and services to satisfy particular needs and wants”

THE CONSUMER BUYING PROCESS:

Understanding consumer behavior makes it mandatory to first understand the buying

process. Goods many models of consumer behavior portraying buying process have been
developed during the last three decades. These models treat consumer as a decision-maker.
Among all these models, the one given by Mr. Howard and J.Sheth in their title THE
THEORY OF BUYER BEHAVIOR is having sophisticated model which is the most
comprehensive and, hence, largely accepted. In simple words, the buying process is made
up of three stages namely, ‘input’-‘process’-‘output’.

STEPS IN BUYING PROCESS:

The consumer buying process is a five steps activity. These five steps are

1. Need Recognition.
2. Information Search.
3. Evaluation and Intention.
4. Purchases decision and
5. Post purchases reaction.

1. Need recognition:

The starting point of buying process is the perceived want or a desire. Need recognition is
the awareness of the want or a consumption problem without whose satisfaction the
consumer feels restless and tension-charged. That is, he or she feels that a desire or want has
arisen which has to be satisfied. Needs or wants arise either due to internal stimulus or
external stimulus.

2. Information search:

A need aroused and recognized can be satisfied only when the product or services is
available. Consumer interest is indicated in the consumer’s willingness to seek further about
product or satisfaction, he searches relevant information. Consumer has many alternative
sources of information to tap such as friends, relatives, neighbors, salesman, dealers,
advertisements, packages and above all consumer organizations.

3. Evaluation and Intension:

It is consumer’s deep interest in the product or services that paves the way for evaluation
and intention. The evaluation stages is the stages of mental trial of the product or a services
based on the accumulated information and judges the relative worth of alternatives products
or services from the angle of want satisfying potential. The final purchases depend on the
relative strength of the positive intention to buy.
4. Purchase decision:

It is the positive intention of the consumer that leads to a purchases decision. Decision to
purchase implies consumer commitment for a product or a service. Practically, it is the last
stage in the buying process because, it completes the exchanges process. Such a purchase
may be a trial or adoption. Trial purchases are done when the consumer buys the products or
service for the first time. This occurs mostly in case of consumer non-durables. In case of
consumer durables, it is purchase adoption than trial because, consumer durable items
cannot be purchased on trial basis.

5. Post-purchase reaction:

Post-purchase behavior or reaction stands for the behavior of a consumer after a

commitment to product has been made. This post- purchase experience may be a set of
positive or negative feelings. Positive feelings or satisfaction will result in repeat sales or at
least recommending the products or services to other; on the other hand, dis-satisfaction or
negative feelings creating anxiety and doubts. This stage of mind is called as ‘cognitive
dissonance’. He tries to reduce it by going in for other alternative products or service in
search of highest level of satisfaction.

A word of caution, at this level, is essential. The stages mentioned above are only a graphic
description of a buying process. There is no specific pattern in which every adoption process
must fit in. As consumer is unique creature, one may be quick; another may be slow to reach
each stage or stages. It is consumer personality-speed-caution-difference-wavering-
shynessrisk taking-jubilant-serious all follow these stages to make purchase.
 PSYCHOLOGICAL DETERMINANTS:

Psychological have also provided certain clues as to why a consumer behaves this way or
that way. The major psychological determinants internal to the individual are-
motivationperception learning-attitude and personality. Here is an attempt to explain and to
know their implications in so far as consumer behavior is concerned.

A. Motivation:

Motivation is the ‘why’ of behavior. It is an intervening variable between stimulus and

response and a governing force of consumer behavior”, motivation refers to the drives,
urges, wishes or desires which initiate the sequence of events known as behavior.”

B. Perception:

Marketing management is concerned with the understating of the process of perception

because; perception because, perception leads to thought and thought leads to action.
Perception is the process where by stimuli are received and interpreted by the individual and
translated into a response.

C. Learning:

In behavioral science, learning means any change in behavior which comes about as a result
of experience. Learning is the process of acquiring knowledge. Consumer behavior is a
process of learning because, it is modified according to the customer’s past experience and
the objective he or she has set.

D. Attitude:

The concept of attitude occupies a central position a consumer; behavior studies in particular
and social psychological in general because; attitude measurements help in understanding
and prediction way when presented with a given stimulus and the attitude towards people,
place, products and things can be positive and negative or favorable or unfavorable.
E. Personality:

Very often, the word ‘personality’ is used to refer to the capacity of a person for popularity,
friendliness or charisma. However, in strict sense, it refers to the essential difference
between one individual and another. Therefore, personality consists of a mannerisms, habit
and actions that makes a person an individual and thereby serve to make hem distinct from
every one else.

The personality of an individual is either expressed in terms of traits or type. The personality
traits may be-aggressiveness-honesty-anxiety-independence-sociability and so on.

PRODUCT PROFILE

Venus is a global brand developed by Unilever. The range of products includes beauty soaps,
shower gels, bath additives, hair shampoos and conditioners. Venusstarted as “Sunlight Flakes”
laundry soap in 1899.

In 1924, it became the first mass market toilet soap in the world. It is noted as a brand that
pioneered female celebrity endorsements.

As of 2005, Venusrevenue is at 1.0 billion euros, with market shares spread out to more than
100 countries across the globe.

Today, Venusis the market leader in several countries including Brazil, India, Thailand and
South Africa.

One of the most popular beauty products India in terms of soaps and body washes is
VENUS soap. For years, VENUS has been one of the India top soaps that offer a way to
gain smooth and fair looking skin without worrying too much on how old the user is.
VENUS soap came from one of the biggest corporation in the India today, Unilever.
VENUS is a personal care brand owned by Unilever. VENUS is primarily made from
synthetic surfactants, as well as some vegetable oil based soap ingredients, such as sodium
palm kernelate. VENUS is formulated to be pH neutral, with a pH that is usually between

6.5 and 7.5.

VENUS products are manufactured in the Netherlands, Untied States, Germany, Ireland and
Brazil. The VENUS trademark and brand name is currently owned by Unilever. VENUS’s logo
is a silhouette profile of a venus, the color of which often varies.

VENUS’s products include: antiperspirants/deodorants, body washes, beauty bars,

lotions/moisturizers, hair care and facial care products.

In the US, VENUS soap is currently produced in the cool moisture, exfoliating, sensitive
skin unscented, nutrium nourishing, white, pink, calming night, pro-age, and energy glow
versions.

VENUS soap was launched in the United States in 1957. , years after Unilever acquired
soap factory De Duif (Dutch: The Venus) in The Netherlands, from which the English brand
name VENUS is derived.

VENUS has been positioned throughout its history without referring to it as “soap”, but as a
“’beauty bar” with one-fourth cleansing cream; they stress its moisturizing of skin while
washing in contrast to the drying effects of regular soaps(which their advertising calls
simply “soap”).

Advertisements reinforced the message by showing the cream being poured into the beauty
bar. In 1979, the phrase “cleansing cream” was replaced with “moisturizer cream”. In 1979,
a Pennsylvania dermatologist showed that VENUS dried and irritated skin significantly less
than ordinary soaps. As a result of the study, Unilever started aggressive marketing and won
more than 24% of the market by 2003.

VENUS has grown from a US-only soap bar into one of Unilever’s biggest gl brand, and #3
in the Anglo-Dutch company’s portfolio behind Knorr and Lir extend the brand across the
complete personal care spectrum, and VENUS now soap to shower gel, and from
deodorants to shampoo-conditioners. VENUS has for its marketing. In 2003 Ogilvy &
Mather launched a series of ads for Dc women. The brand competes fiercely with Procter &
Gamble’s Olay, Beiersd Neutrogena, all of which have a similarly broad product range.
MARKETING ADDRESS:-

RSPL LIMITEDLTD, 165/166, BACKBAY Reclamation,

MUMBAI, 400020,

MANUFACTURED BY UNILEVER DEUTSCHLAND PRODUCTIONS

GMBH & Co OH6 RHENANIASTRASSE 76102.68219.MANNHEM,

MANUFACTURING ADDRESS:-

RSPL LIMITEDLTD.,
BAROTIWALA (H.P.) 174103
M.L No.MHIM/COS/2004/35D)RSPL LIMITEDLTD,
C-9, M.I.D.C.AREA, KHAMGAON, DISTRICT,
BULDHANA, MAHARASHTRA 444303
M.L No.MAMD/COS/1/2002.
REGD.OFFICE:165/166, BACKBAY RECLAMATION
MUMBAI 400020.MADE IN INDIA.@RSPL2007.
 Positioning

Ghari is a well-known brand in the market. This has a very good image especially in rural areas
where it is ruling. Even on a retail shop this product is available.

The punchline of the product is –

“Pahle Istmaal Kare Phir Viswas Karain”

Considering other factors like price this product is easily affordable. The key points regarding
the positioning is as follows

1. Low Price

2. Easily availability

3. Available in small packs also

4. Good brand image

5. Good quality considering price

6. Affordable

7. Targeting lower and middle class customers

8. A No. of product Range

 Targeting

Ghari detergent a well-known brand in market. Company is targeting lower class and middle
class customer. Product is available in small packs also so it is targeting rural customers also.
Price of the product is also very less. On these basis Ghari detergent is giving tough
competition to other big brands also. The main feature which attract customers towards this
product is Quality in less price. Apart from Ghari other products like Xpert, Venus and MR2
are also doing well in market. Here the company have two kind of detergents but they both are
targeting different level of customers. MR2 is targeting upper middle class levels customer
whereas Ghari is targeting middle middle, middle lower and lower level class. The main
factors which are involved in targeting the customers are –

1. Less price of the product

2. Available in small packs

3. Good distribution channel

 SWOT ANALYSIS

STRENGTH

➢ Brand

➢ Customer Focus

➢ Innovative

➢ Wide Presence.

➢ Strong and loyal consumer base.

➢ Lowest in cost of promotion.

WEAKNESS

➢ Lack of awareness

➢ Lack of Advertisement

➢ Low range of offers.

OPPORTUNITY

➢ Having strong financial pocket-the global company. Favorable Govt. Policies.

THREAT

Competition with many leading companies.

VIM can grab the XPERT market.

 COMPETITORS

Rohit Surfactants Private Limited is a well know Company in Detergent market. However
there are so many big players like Hindustan Unilever Limited and Procter and Gamble are in
the market but then also RSPL’s specially Ghari Detergent and Cake are giving tough
competition to them. RSPL is providing a quality product in less prices. Specially in rural areas
where Ghari is a well known brand. Product is also available in small packs.
Some players in detergent market are – Rin ,Tide ,Wheel, Nirma ,Surf Excel , Vim . Tide is the
top competitor of Ghari and Vim is the top competitor of Xpert.
No Company can fulfill the demand of every customer because the taste and preferences of
customer varies. So Company targets a particular group of customer with a particular income
level. RSPL is targeting middle class and lower class customer. Company provides good
quality product in reasonable price.
 BRAND AMBASSADR OF VENUS SOAP

Vidya Balan is the brand ambassador for Venus Beauty soap. Venus beauty soap is a
product of Kanpur based firm, Rohit Surfactants, the company that also manufactures the
Ghari detergent soap and washing powder.

Vidya Balan appointed as brand ambassador for Venus beauty soap

FROM March 19, 2011
Bollywood actress Vidya Balan has been appointed as the brand ambassador for Venus Beauty
soap.

This is the first time that a Bollywood celebrity will be endorsing the product. Venus Beauty
soap is a product of Kanpur based firm, Rohit Surfactants, the company that also manufactures
the Ghari detergent soap and washing powder.

According to information available with Businessofcinema.com, Balan is currently shooting for

the brand’s TVC at Yash Raj Studios. The TVC is being produced and directed by director
Pradeep Sarkar, who also launched Balan in Parineeta. The ad film is being produced by
Sarkar’s production house, Appocallypso Filmworks.

Speaking to Businessofcinema.com, Sarkar said, "It’s always a pleasure to work with Vidya. I
am very happy to be working with her again."

Speaking on behalf of the agency, Prime Time Communications’ Sudeep Bhatia said, "Venus
soap is made with natural ingredients. It has the goodness of ingredients like coconut oil and
jasmine; who better than Vidya could have fitted the bill? Actresses like Aishwarya Rai etc
could be called global beauty but Vidya is the epitome of Indian beauty. She fits the bill
perfectly."
NEW BRAND AMBASSADORS OF RSPL GROUP:
 RESEARCH METHODOLOGY

Need for the study:

I have undertaken this study because the I wants to know the reasons to buy different brands
of soaps and particularly consumer opinion about VENUS Soap, the factors affecting while
purchasing a FMGC(FAST-MOVING CONSUMER GOODS)i.e., toilet soaps.

Research Methodology:

The study conducted was descriptive in nature. Selection measurement technique was done after
simultaneous consideration of other characteristics of research design.

Descriptive Research:

The descriptive research was carried out using questionnaire was considered as appropriate
method.

This section explains how the data is collected i.e., from primary and secondary sources. It
explains what methods used for collection of data and what the sample plan is. The
preparation of this report involves several phases as follows.

Data collection:

Tools of data collection are as follows.

1. Primary data.
2. Secondary data.
1.Primary Data:

Based on the objectives of the study, research approach, questionnaire development and
sampling has been designed.Visiting the consumers in Kanpur District.

Questionnaire Development:

A questionnaire is used to collect the data. It is the developed after a thorough discussion with
Dealer and Project guide by keeping view of the objectives of the study.

Sampling Techniques:

Data collected on the basis of convenient random sampling technique.

Sampling Unit:

Since the study for perception of consumer were contracted while gathering the information.

Sample Size:

It is limited to 100 consumers.

2. Secondary Data:

The secondary data is collected from Company records. Many web sites.

Analyzing the data:

The data are tabulated according to the respondents responses using percentages,
aggregated scores, which are essential for study, which helps in proper analysis of data
and also graphs are used in the analysis for easy and quick interpretation.
 LITERATURE REVIEW

 Sonal Kureshi in report entitled " Exploratory study on sales promotion activities
in toilet soap category: An insight in to consumer and retailer perceptions", opines
that both retailers and consumers perceived that sales promotion activities carried
out by the companies for increasing sales in short term and clearing stocks. What it
implies is that companies need to use sales promotion synergistically and
communicate so that they provide value to the audience and enhance brand
quality/image perceptions.
 Mr. Dalip Sehgal, Managing Director, GCPL, stressed Business Line, "There is a
large market for personal care products in Latin America. Outside India, Brazil is
the second largest market for toilet bar soaps. With a mix of both mass market and
a premium market at the top end, these are high growth markets with large
populations and good per capita income and GDP."The Godrej group is on the
lookout for personal care companies manufacturing toilet bar soaps in Latin
America. After India, Brazil is the next largest market for toilet bar soaps followed
by Asian countries such as Indonesia while it is liquid soap brands which dominate
in Europe and America. In the Rs. 8,500crore domestic toilet soaps market, GCPL
has gained one per cent share during the quarter ended in March for the category.
Its Godrej No.l brand is the third largest today with a value share of 10.5 per cent
after HUL's Lux and Lifebuoy.
 Fierce, in his article "Competition in Indian soap market" emphasized on the
Indian toilet soap market which has been described as a "perfimed rat race" by a
local industry spokesman, since it is highly price competitive and oversupplied,
and likely to become more so as new capacity comes into production. National
companies with their own or franchised international brands jockey for market
leadership against state or regionally based companies with high local consumer
loyalty. Total annual soap sales by companies marketing their brands at national
or state levels is estimated at 14,000 tons of a total soap market considered to be
about 126,000 tones.
 The London School of Hygiene and Tropical Medicine'^^ in their article "The
Global market for soaps" concluded that the market for soap products is largely
matured in developed market and displays stagnant growth. The growth potential
in developing country is huge, but there are many obstacles to expansion.
 Mr. Hitendra Bargal'^'' has given the opinion in his report "Promotion of soap
brand in rural market India", that the language and content must be according to
the suitability of rural environment, background figures are also a deterministic
factor, admissibility of brand ambassadors plays an important role in this regard
and special promotion measures are the strong applicable factors in this regard.
 Miss Prathiba H.L has concluded that the pears soap ranks high quality,
composition, etc. It is observed that pears soap has maintained better product
image among the persons who have uses it and are using it. The company has also
vast network of salesmanship. It is also observed that pears soap is facing
competition from numbers of other soaps both in price and quality. Therefore, it is
immensely necessary for both producers and dealers to see that competitive
efficiency of product is kept high.
 Chandrabha Barua, has concluded that KS&DL is a consumer oriented company. it
manufactures Mysore sandal soap (75 grams) to satisfy the consumer’s needs. It
has to go for some changes like reduction in price and change the packaging style,
come up with some other variety in flavors and colour etc. It should mold itself to
the modem marketing concepts like customer relationship management and
consumer focused marketing.
 Dipendra has drawn in his article that HUL is the market leader in the FMCG
sector in India. Lifebuoy soap brand market leader at Indian Urban and Rural
Areas. Most of the customers are satisfied with the performance of Lifebuoy soap
and their other products. Approx. 70% customers have positive and 30% customers
have negative attitude.
 Yogin, in his work "Changing Indian Rural Consumer Behavior-Soaps and
Detergents" observes that Indian consumer behavior is aimed to get a better
understanding of the Indian market place thus enabling them to embark on selected
strategies to effectively reach the Indian RURAL consumers. From the market
perspective, people of India comprise different segments of consumers, based on
class, status, and income. An important and recent development in India's
consumerism is the emergence of the rural market for several basic consumer
goods. Three-fourths of India's population lives in rural areas, and contribute one-
third of the national income. India is a lucrative market even though the per capita
income in India is low; it remains a huge market, even for costly products.
 Mr. Pravin Tripathi, observes in his article “study on opportunities for GMCG
products in rural areas" that Hindustan Unilever Products are the most known and
 popular brand of FMCG products in rural market followed by Dabur, ITC and
Procter and Gamble. Because of huge product line, cheaper cost, brand loyalty,
good publicity and advertisement.

OBJECTIVES

1. To know the satisfaction of the people towards VENUS CREAM

BAR.
2. To analyze the availability of the product towards VENUS
CREAM BAR.
3. To analyze the price satisfaction of the people towards VENUS
CREAM BAR.
4. To know the awareness of the people towards VENUS CREAM
BAR.
VALUES OF RESEARCH:

Research is not a substitute for creative, but research provides fact upon which creativity can
go to work. No research finding really tells the marketer department exactly what to do. But
what the finding do provide is information that can be helpful in making a judgment or
decision about the promotional activities or to improve the image of the company or
positioning of product.

“Results of research can some time be more helpful in indicating what not to do than to do”. So
research methodology is adopted to study the consumer behavior.

LIMITATIONS:

➢ The study is limited to Kanpur district only.

➢ The data is collected from questionnaire nature i.e., views, opinions, perception etc.,
may be changed time. So it is not convenient for longer period.

➢ The time period given for the study is 45 days. So the study is undertaken only at
Kanpur district, by keeping in view of time period allotted.

➢ On few occasion’s consumer may be biased in giving information.

➢ Samples size is restricted to 100 only due to paucity of time.

 DATA ANALYSIS & INTERPRETATION

1.Which product are you using this time for bathing?

Lux 27
Venus 23
Pears 15
Dove 20
Patanjali 10
Medimix 5

Interpretation: 27% people use lux most prefer using soap and 23% Venus, 15% pears, 20 %
dove, 10% Patanjali and 5% Medimix people using soap in Kanpur.

2.How much satisfied are you with the product you are using?

Neutral 32

Satisfied 58
 Dissatisfied 10

Interpretation: people satisfaction level is 32% people go with natural and 58% Satisfied
but 10% people are not satisfied with our product.

3. Have you ever heard about the Venus cream bar?

Yes 68
No 32
Interpretation: this graph for people heard about our product so people are go 68%
people are heard about our product but 32% people didn’t heard anything of our product.

4. If you use Venus cream bar which aroma of the bar you like the most?

Natural cream 53
White cream 22
Exotic cream 25
Interpretation: when people use our product then use which types of our cream bar so
people answer like this way 52% people go with natural cream and 34% people like using
exotic cream bar but 14% people like using white cream bar.

5. How much satisfied are you with the product?

Satisfied 60
Neutral 30
dissatisfied 10
Interpretation: this graph for peoples satisfaction level for our product venus cream bar.
Peoples go with 60% people satisfied and 30% natural but 10% people are not satisfied
with our product.

6. How familiar are you with the product?

I use it daily 58

I purchase in couple of time 13

I am generally aware of the product 17

I was not aware of such a product 12

 Interpretation: 58% use it daily, 17% people generally aware of our product, 13% people
are purchase in couple of time but 12% people are not aware with our product.

7. Purchasing frequency of a product?

4 bars in a month 25

2 bars in a month 60

Rarely 15
Interpretation: 60% people buy 2 bars in a month, 25% 4 bars purchase in a month and
15% people purchase rarely our product.

8. Product price?

High 35
Medium 50
Low 15
Interpretation: our product user are 35 % people think out product price is high, 50% think
product price in medium and 15% people are think our product price lower than other cream
bars.

9. Availability of the product on the stores?

Easily available 85
Easily not available 10
Out of stock 5

Interpretation: 85% people think easily available and 10% easily not available and 5%
people think out of stock.
10. How attractive you find the packaging?

Very attractive 60
Not so attractive 5
attractive 35

Interpretation: 60% people think our product packaging is very attractive, 35% people
think the packaging is attractive and 5% people not attract our product packaging.

11. Is product is having any side effect?

Yes 90

No 10
Interpretation: 90% people think no side effect of our product but 10% people effect with
our product.
12. Is there a need for a celebrity to promote the product?

Yes 73

No 27

Interpretation: 75% people thinking our product promoted by the celebrity but 27%
people think our product no need for any celebrity promotion.
 FINDINGS
1. 27% people use Lux most prefer using soap and 23% Venus, 15% pears,
20% dove, 10% Patanjali and 5% Medimix people using soap in Kanpur

2. People satisfaction level is 32% people go with natural and 58% Satisfied
but 10% people are not satisfied with our product.

3. This graph for people heard about our product so people are go 68% people
are heard about our product but 32% people didn’t heard anything of our
product.

4. When people use our product then use which types of our cream bar so
people answer like this way 52% people go with natural cream and 34%
people like using exotic cream bar but 14% people like using white
cream bar.

5. This graph for people’s satisfaction level for our product Venus cream bar.
Peoples go with 60% people satisfied and 30% natural but 10% people are
not satisfied with our product.

6. 58% use it daily, 17% people generally aware of our product, 13% people
are purchase in couple of time but 12% people are not aware with our
product.
 SUGGESTIONS

Under the light of my study an earnest attempt is made to suggest the following to improve the
image on the sales of VENUS Soap.

 The company has to give some discounts or offers at the time of special occasions i.e.,
festivals.

 Visual media is the best for VENUS Soap because most of the respondents well aware
of TV programs, Ads give along with special programs in popular TV channels to
increase the sales.

 During promotional programmers some discount offers while purchasing large quantity
of soaps and free gift coupons shall be introduced to motivate the consumers.

 Most of the people suggested that they would like to see more attractive package for
VENUS Soap though the present packing is good quality.

 Most of the people are satisfied with small sized VENUS Soap.

 Try to reduce the price so that middle class can buy the soap.

 Increase the advertisements in rural areas.

 This soap is suitable only in winter & makes skin oily during summer.

 There are some areas where products supply is not good and retailers are not getting
proper supply with time because this is a convenience product so they are switching
towards its competitor.

 Dealers should try to reach each shop and should try to provide the product to retailer
because if retailer buys the product from wholesaler or from market then he doesn’t get
much margin on sale so he switches towards its competitors.
 APPENDIX

PERCEPTION OF CONSUMER TOWARDS VENUS CREAM BAR

Required

1. Email address :

2. What is your name :

3. Your gender : Female [ ] Male [ ]

Mark only one oval per row

4. Survey area :

5. Which product your are using this time for bathing :

LUX PEARS DOVE PATANZLI VENUS MEDIMAX

45% 13% 15% 6% 11% 2%

6. How much satisfied are you with the product you are using? Mark only one
oval

Neutral [ ] Dissatisfied [ ] Satisfied [ ]

7. Have you ever heard about the Venus cream bar? Mark only one oval

Yes [ ] No [ ]

8. If you use Venus cream bar which aroma of the bar you like the most?
Mark only one oval

Natural cream [ ] White cream [ ] Exotic Cream [ ]

9. How much satisfied are you with the product? Check all that apply

Satisfied [ ] Neutral [ ] Dissatisfied [ ]

10. How familiar are you with the "Product". Mark only one oval

I use it daily [ ] I purchase it couple of times [ ]

I am generally aware of the product [ ] I was not aware of such a product

[ ] 11. Purchasing frequency of a product?

Mark only one oval

4 bars in a month [ ]

2 bars in a month [ ]

Rarely [ ]

12. Product price?

Mark only one oval

High [ ] Medium [ ] Low [ ]

13. Availability of the product on the stores. Mark

only one oval

Easily available [ ] easily not available [ ] Out of stock [ ]

14. How attractive you find the packaging? Mark only one oval

Very attractive [ ] Not so attractive [ ] Attractive [ ]

15. Is product is having any side effect? Mark only one oval

Yes [ ] No [ ]

16. Is there a need for a celebrity to promote the product?

Mark only one oval

Yes [ ] No [ ]

17. Any suggestions your would like to give?

________________________________________________________________

_____________________________________________________________________

____________________________________________
 BIBLIOGRAPHY

1.http://venussoap.com/ https://www.amazon.in/Ghadi-Venus-Natural-Cream-
2.3x125g/dp/B07BDPHV7N http://www.gharidetergent.com/financial_reports.html
3.http://www.gharidetergent.com/our_management.html
4.https://www.scribd.com/document/133539903/Project-Report-on-Marketing
5.https://en.wikipedia.org/wiki/Ghari_Detergent
6.http://economictimes.indiatimes.com/industry/cons-products/fmcg/rohit-surfactants-plans-
totake-hul-head-on-in-premium-category-aims-to-replicate-ghari-magic-in-urban-landscape-
withuniwash/articleshow/19315195.cms
7. https://grofers.com/prn/venus-natural-creme-soap/prid/366329
8.https://www.bigbasket.com/pb/venus/bathing-bars-soaps/
9.https://paytmmall.com/venus-natural-cream-bar-125gx3-CMPLXFASVENUS-
NATURATBL49747D67E4D02-pdp