Washing Soap

PREFACE

Marketing should not be looked upon in a vacuum or in isolation. It is an

essence taking a view of the whole business organization and its ultimate objective
concern for marketing must penetrate all areas of the enterprise. Market survey in
today’s competitive world is a must for every organization.

This project is a study of market potential of Washing Soap The rational

behind this particular study is to find out the present market scenario of various
brands & to find out the corporate need and perception. It was a pleasurable
experience to conduct a research on behalf of Two-Wheeler pertaining to the study
of the Automobile Sector.

Conclusion and there by recommendation has been arrived at by proper

and justified interpretation of the result derived from the above said analytical
tools and techniques.

ACKNOWLEDGEMENT
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 Washing Soap

Preparing a project of this nature is an arduous task and I was fortunate enough
to get support from a large number o persons. I wish to express my deep sense of
gratitude to all those who generously helped in successful completion of this report by
sharing their invaluable time and knowledge.

It is my proud and previledge to express my deep regards to Respected Principal

Sir Dr.J.P.N. Pandey , Head of Department Dr. Anand Tiwari , Mrs. Shikha Urmil Khan
and Miss Deepti Patel Department of Business Management , Govt. Autonomous Girls
P.G. College of Excellence Sagar for allowing me to undertake this project.

I feel extremely exhilarated to have completed this project under the able and
inspiring guidance of Miss. Deepti Patel she rendered me all possible help me guidance
while reviewing the manuscript in finalising the report.

I also extend my deep regards to my teachers , family members , friends and all
those whose encouragement has infused courage in me to complete to work successfully.

MEETA JAIN
B.B.A IInd Semester
IInd Batch

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 Washing Soap

DELCLARATION BY THE CANDIDATE

Date :

I declare that the project report titled " WASHING SOAP" on Market

Segmentation is nay own work conducted under the supervision of Miss.Deepti Patel

Department of Business Management Govt. Girls P.G. College of Excellence Sagar. To

the best of my knowledge the report does not contain any work , which has been

submitted for the award of any degree , anywhere.

MEETA JAIN
B.B.A IInd Semester
IInd Batch

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 Washing Soap

CERTIFICATE
The project report titled "TWO-WHEELER " been prepared by Miss.

Meeta Jain BBA IInd Semester , IInd Batch under the guidance and supervision of Miss.

Deepti Patel for the partial fulfillment of the Degree of B.B.A.

Signature of the Signature of the Signature of the

Supervisor Head of the Department Examiner

CONTENTS
TOPIC
TITLE

1.
Preface

2. Acknowledgement

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 Washing Soap

3. Declaration of the Candidate

4. Certificate

5. Introduction of Washing Soap

6. History of Washing Soap

7. Marketing Segmentation

8. Swot Profile of Washing Soap

9. Scope of the Study

10 Limitations

11 Research Methodology
12 Data Analysis & Interpretation
13 Conclusion
14 Bibliography
15 Questionaire

Introduction:
Understanding perceptions of channel members and consumers regarding
sales promotion activities enhances the effectiveness of these activities.
Widespread usage of sales promotion activities in Fast Moving Consumer
Goods (FMCG) sector makes it imperative that manufacturers take into
account channel member and consumer perceptions before planning such
programmes. In this paper, an attempt has been made to examine the nature
of sales promotion activities in toilet soap category in India, study retailer
perceptions with respect to these activities and also get an insight into
consumer perceptions of these activities. Our findings indicate that with

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 Washing Soap

respect to the nature of the schemes, premiums (free gifts) were found to be
the most frequently used in both premium and popular toilet soap category,
followed by price offs. Retailer’s perceived price offs to have relatively
greater impact compared to any other forms of sales promotion. In line with
the retailers’ perceptions, the findings of consumer perceptions indicated
that price off was the most preferred type of sales promotion. Retailers
stated that role of word of mouth and television advertising was very
important in providing information inputs to the consumers regarding sales
promotion activities. This perception of retailers was supported by the
consumer unaided recall of sales promotion schemes which were widely
advertised. As the retailer interacts and observes consumers more frequently
and closely than the manufacturer, it would be useful for the companies to
incorporate perceptions while planning sales promotion strategies.
All the above researches have focused on price promotions and their
response. Our study though exploratory has considered perceptions for price
as well as non-price promotions in toilet soap category.
The reasons for the study were:
 The widespread use of sales promotions in toilet soap category.
 Historically, whenever there was a downward trend in growth, sales
promotion activities took the front seat of promotional mix.
 Companies planned these activities with inward looking view hence it
was felt that it would be useful to understand the perceptions of
consumers and retailers regarding sales promotion activities to improve
the effectiveness of these activities.

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 Washing Soap

Hindustan Unilever Limited:

In the summer of 1888, visitors to the Kolkata harbor noticed crates full of
Sunlight soap bars, embossed with the words "Made in England by Lever
Brothers". With it began an era of marketing branded Fast Moving
Consumer Goods (FMCG).

Soon after, followed Lifebuoy in 1895 and other famous brands like Pears,
Beauty Soap and Vim. Vanaspati was launched in 1918 and the famous
Dalda brand came to the market in 1937.In 1931, Unilever set up its first
Indian subsidiary, Hindustan Vanaspati Manufacturing Company, followed
by Lever Brothers India Limited (1933) and United Traders Limited (1935).
These three companies merged to form HLL in November 1956; HLL
offered 10% of its equity to the Indian public, being the first among the
foreign subsidiaries to do so. Unilever now holds 51.55% equity in the
company. The rest of the shareholding is distributed among about 380,000
individual shareholders and financial institutions.

The erstwhile Brooke Bond's presence in India dates back to 1900. By 1903,
the company had launched Red Label tea in the country. In 1912, Brooke
Bond & Co. India Limited was formed. Brooke Bond joined the Unilever
fold in 1984 through an international acquisition. The erstwhile Lipton's
links with India were forged in 1898. Unilever acquired Lipton in 1972 and
in 1977 Lipton Tea (India) Limited was incorporated.

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 Washing Soap

Pond's (India) Limited had been present in India since 1947. It joined the
Unilever fold through an international acquisition of Chesebrough Pond's
USA in 1986.

Since the very early years, HLL has vigorously responded to the stimulus of
economic growth. The growth process has been accompanied by judicious
diversification, always in line with Indian opinions and aspirations.

The liberalization of the Indian economy, started in 1991, clearly marked an

inflexion in HLL's and the Group's growth curve. Removal of the regulatory
framework allowed the company to explore every single product and
opportunity segment, without any constraints on production capacity.

Simultaneously, deregulation permitted alliances, acquisitions and mergers.

In one of the most visible and talked about events of India's corporate
history, the erstwhile Tata Oil Mills Company (TOMCO) merged with HLL,
effective from April 1, 1993. In 1995, HLL and yet another Tata company,
Lakme Limited, formed a 50:50 joint venture, Lakme Lever Limited, to
market Lakme's market-leading cosmetics and other appropriate products of
both the companies. Subsequently in 1998, Lakme Limited sold its brands to
HLL and divested its 50% stake in the joint venture to the company.

HLL formed a 50:50 joint venture with the US-based Kimberly Clark
Corporation in 1994 - Kimberly-Clark Lever Ltd, which markets Huggies
Diapers and Kotex Sanitary Pads. HLL has also set up a subsidiary in Nepal,
Nepal Lever Limited (NLL), and its factory represents the largest

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 Washing Soap

manufacturing investment in the Himalayan kingdom. The NLL factory

manufactures HLL's products like Soaps, Detergents and Personal Products
both for the domestic market and exports to India. The 1990s also witnessed
a string of crucial mergers, acquisitions and alliances on the Foods and
Beverages front. In 1992, the erstwhile Brooke Bond acquired Kothari
General Foods, with significant interests in Instant Coffee. In 1993, it
acquired the Kissan business from the UB Group and the Dollops Ice-cream
business from Cadbury India.

As a measure of backward integration, Tea Estates and Doom Dooma, two

plantation companies of Unilever, were merged with Brooke Bond. Then in
July 1993, Brooke Bond India and Lipton India merged to form Brooke
Bond Lipton India Limited (BBLIL), enabling greater focus and ensuring
synergy in the traditional Beverages business. 1994 witnessed BBLIL
launching the Wall's range of Frozen Desserts. By the end of the year, the
company entered into a strategic alliance with the Kwality Ice-cream Group
families and in 1995 the Milk food 100% Ice-cream marketing and
distribution rights too were acquired.

Finally, BBLIL merged with HLL, with effect from January 1, 1996. The
internal restructuring culminated in the merger of Pond's (India) Limited
(PIL) with HLL in 1998. The two companies had significant overlaps in
Personal Products, Specialty Chemicals and Exports businesses, besides a
common distribution system since 1993 for Personal Products. The two also
had a common management pool and a technology base. The amalgamation

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was done to ensure for the Group, benefits from scale economies both in
domestic and export markets and enable it to fund investments required for
aggressively building new categories.

In January 2000, in a historic step, the government decided to award 74 per

cent equity in Modern Foods to HLL, thereby beginning the divestment of
government equity in public sector undertakings (PSU) to private sector
partners. HLL's entry into Bread is a strategic extension of the company's
wheat business. In 2002, HLL acquired the government's remaining stake in
Modern Foods.

In 2003, HLL acquired the Cooked Shrimp and Pasteurised Crabmeat

business of the Amalgam Group of Companies, a leader in value added
Marine Products exports.

History

Washing Soap was launched in India in 1929. The first bar of

Washing Soap was made in India and sold for a princely sum of two annas

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 Washing Soap

in 1934. From the very first advertisement in 1929 featuring Leela Chitnis,
the gorgeous faces of the silver screen have come out in the open with their
beauty secret – Beauty Soap.

Popularly Washing Soap has been a favorite with generations of users

for the experience of sensuous, Beauty Soapurious bathing.

Since its launch in India, Beauty Soap has offered a range of soaps in
different colours and fragrances. They have each, however, offered the same
benefit of beautiful skin. Desirable product sensorial, especially its world
class fragrances and nourishing ingredients, have made the Beauty Soap bath
a pleasurable experience.

But Washing Soap being the market leader has evolved along with the
changing needs of its consumers. The late 1980s saw the emergence of a
premium segment in the soap category – a new consumer set whose beauty
and bathing needs began to evolve. In 1989, to tap into this segment, Beauty
Soap launched a range of premium soaps to suit their different skin types.
Washing Soap Variants:

In the country since 1929 and endorsed by

popular film stars, Beauty Soap is the
biggest brand in the soap category. Beauty
Soap Toilet Soap, in the popular segment,
offers its consumers a range of soaps

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 Washing Soap

enriched with the goodness of a variety of nourishing ingredients –Almond

Oil, Orchid Extracts, Milk Cream, Fruit Extracts, Saffron, Sandalwood Oil
and Honey. The Beauty Soap premium range offers specialized skincare to
its consumers in the form of Beauty Soap International. It also includes
Beauty Soap Body Wash for superior bathing benefits keeping in step with
the changing needs of the Beauty Soap consumer.

In addition to these variants Beauty Soap has come up with a few more
variants to celebrate its 75 years in business.

The Beauty Soap Celebration Range is a set of three exclusive variants-

Aromatic Glow and Chocolate Seduction and Beauty Soap White Spa body
wash containing exotic ingredients, never seen in the Indian market before.

Competitor Analysis:
NIRMA:
Nirma Since the early nineties, Nirma has
been challenging the hegemony of
Hindustan Lever, which holds over 54 per
cent share of the toilet soaps market. Nirma has so far managed to snatch 9
per cent share of market.

Almost as an answer to the general perception of low quality, Nirma had

invested in the latest soap manufacturing plant in the world the first of its
kind in India. While leading manufacturers like HLL and Godrej continue to

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 Washing Soap

rely on batch manufacturing, Nirma had sourced the latest Italian technology
from Binacchi and CMB and set up a finish line that produces 500 toilet
soaps per minute, wrapped and carton sealed for dispatch.

Nirma Washing Soap:

Toilet soap market in India was dominated by a very few MNC’s which
could monopolistically price their product. In
1992, sensing a strong need to expand the
market through Penetrative Pricing, Nirma
entered this market with the launch of ‘Nirma
Bath Soap’, which is a carbolic (Red) soap.
Although the carbolic soap segment is on decline, Nirma Bath has generated
larger volumes each year. Packed in a red color wrapper and available in 75
gram and 150 gram pack sizes, this soap has a Total Fatty Matter (TFM) of
60 %.

OTHERS
Colgate-Palmolive (India) Ltd. –
The marketer of personal care products,
offers ‘ultra modern’ line of Transparent
Palmolive Natural skincare soaps. Palmolive
has been the pioneer in introducing soaps for
different skin types (example Palmolive
Extra Care for Dry Skin, for Oily Skin and for Normal Skin). Its latest range

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 Washing Soap

is a combination of moisturizing glycerin, essential oils and a mixture of

premium natural herbs and flowers. It is available in two variants –
‘Relaxing’ and ‘Soothing’. Long-lasting and refreshing, the floral fragrance
is aimed at making the user feel cared-for and looked-after. The price is
Rs.17 for a 100-gm cake.
Reckitt Benckiser :
A niche player in the Indian soap market owns the well known brand
‘Dettol’. It had launched a new product - Dettol Extra Soap. The Dettol
Extra Soap is an extension of the company's existing range of soaps under
Dettol brand. It has a formulation that provides Dettol protection and also
contains moisturizes that prevent skin dryness. The soap has a pleasant new
fragrance and a convenient saddle shape, making it easy to hold. A 75 g bar
is priced at Rs.15.

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 Washing Soap

MARKET SEGMENTATION
PRODUCT
A product is anything that can be offered to a market to satisfy a need or
want.Products that are marketed include physical goods, services,
experiences, events, persons, places, properties, organizations, information
and ideas.

Product Classification
Marketers have traditionally classified products on the basis of
characteristics: durability, tangibility, and use.
Washing Soap is a Tangible, Non Durable Good on the basis of this
classification.

Consumer Goods Classification

The vast array of goods consumers can buy can be classified on the basis of
shopping habits.

Convenience Goods: The consumer purchases such goods frequently,

immediately and with a minimum of effort.

Shopping Goods: Are goods that the consumer, in the process of selection
and purchase characteristically compares on the bases of suitability, quality,
price and style.

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 Washing Soap

Specialty Goods: Have unique characteristics or brand identification for

which a sufficient number of buyers are willing to make a special purchasing
effort.

Unsought Goods: Are those the consumer does not know about or does not
normally think of buying WASHING SOAP and other soaps fall into the
category of Convenience Good

Product Life Cycle

WASHING SOAP Beauty Bar is in the maturity stage of its life cycle
whereas the WASHING SOAP Bodywash is in the growth stage.

Product Life Cycle:

WASHING SOAP Beauty Bar is in the maturity stage of its life cycle
whereas the WASHING SOAP Bodywash is in the growth stage.

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 Washing Soap

WASHING SOAP WASHING SOAP

WASHING SOAP- Form, Features, Style:

With icons of beauty endorsing the brand, the offerings made by Beauty
Soap have always been superior and have
always led the market, setting benchmarks
for competition.
Beauty Soap has beauty offerings in two of
the four market segments – popular and
premium, spanning the needs of varied
consumers.

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 Washing Soap

Beauty Soap Toilet Soap in the popular segment has in the past four years
offered its consumers a range of soaps enriched with the goodness of a
variety of nourishing ingredients – rose extracts, almond oil, milk cream,
fruit extracts and honey which are known to harbour the secrets of incredibly
perfect skin.
At the upper end of the market is the premium range which continues to
offer specialised skincare to its consumers in the form of International
Beauty Soap – a range of moisturising, deep cleansing and
sunscreen soaps. Keeping in tune with the changing times it
has also launched Beauty Soap Body Wash which offers
superior bathing benefits.
To establish the presence of nourishing ingredients in the
new Beauty Soap, a unique concept, ‘ingredients you can
see in the soap’, was born. A novel metallic substrate
packaging beautifully showcased the ingredients and its
globally accepted ingredient-linked perfumes heightened the
sensorial experience.
Each of the soaps in the range has milk cream, with the active ingredients of
rose extracts, sandal saffron, almond oil and fruit extracts. These create an
experience in pampering indulgence and Beauty Soapury designed to bring
out the star in every woman. This is the first time in the Indian chapter of
the brand that the beauty bar variant was being differentiated on the basis of
its ingredients rather than its perfume and colours.

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 Washing Soap

Though Beauty Soap International, a premium variant of the toilet soap,

launched in 1989, is differentiated on the basis of its ingredients, the popular
version, Beauty Soap Beauty Bar was always projected as a “pure and mild”
solution to soft and smooth skin.

SWOT PROFILE OF WASHING SOAP

STRENGTHS
 Strong Market Research (door to door sampling is done once a year in
Urban and Rural areas)
 Many variants (Almond Oil, Orchid Extracts, Milk Cream, Fruit
Extracts, Saffron, Sandalwood Oil, and Honey to name a few)
 Strong sales and distribution network backed by HLL
 Strong brand image

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 Washing Soap

 Positioning focuses on the attractive beauty segment

 Dynamically continuous innovation of the product and brand
rejuvenation – new variants (Aromatic Glow and Chocolate Seduction
and Beauty Soap White Spa body wash) and innovative promotions
(22 carat gold coin promotion – ‘Chance Hai’)
 Perceived to have high value for money (strong brand promotion but
relatively lower price which is a winning combination in the popular
segment)
 Though it is in popular segment, it is having mass appeal/market
presence across all segments (15% of the soap market captured by
Beauty Soap (sales / volume)
 Unique advantage of having access to resources and assets of HLL

Scope of the Study

The geographical scope of the study was restricted to Mumbai due to

time and resource constraints. The study being exploratory in nature, the

sample size was restricted to 80 consumers (mostly student group) and 20

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 Washing Soap

retailers. Focus being mainly on in-depth probing, the generalizations drawn

are only indicative and not conclusive.

Limitations of the Study

 Response biasness could be one of the limitations.

 The sample chosen may not be the true representative of the whole

population.

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 Washing Soap

 As the research was exploratory in nature, it was not possible to study the

accurate phenomenon of the fact.

RESEARH Methodology:
In order to address the above questions an exploratory study was conducted.
The idea was to probe and get deeper insight into sales promotion scenario
of Washing Soap and to tap perceptions of retailers and consumers. In
order to address above mentioned objectives
(i) Study of secondary sources was carried out,

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 Washing Soap

(ii) Responses of retailers were taken using structured questionnaire and

(iii) Structured questionnaire was designed to seek consumer responses.

Convenience sampling was used for both retailers as well as consumer

studies. Twenty retailers ranging from small kirana store to big provision
stores were approached. All the retailers were located in South Mumbai
Area. The respondents for consumer study were mostly students and
consumers found as per convenience in the market. The total respondents
were 80 in number. Data analysis is done using software package like MS-
EXCEL.
Abstract:
The origins of personal cleanliness date back to prehistoric times. Since
water is essential for life, the earliest people lived near water and knew
something about its cleansing properties - at least that it rinsed mud off their
hands. A soap-like material found in clay cylinders during the excavation of
ancient Babylon is evidence that soap making was known as early as 2800
B.C. Inscriptions on the cylinders say that fats were boiled with ashes, which
is a method of making soap, but do not refer to the purpose of the "soap."
Such materials were later used as hair styling aids. Soap got its name,
according to an ancient Roman legend, from Mount Sapo, where animals
were sacrificed. Rain washed a mixture of melted animal fat, or tallow, and
wood ashes down into the clay soil along the Tiber River. Women found that
this clay mixture made their wash cleaner with much less effort.

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 Washing Soap

Some of the early instances of commercial manufacturing of soap are:

In Britain references began to appear in the literature from about 1000AD,
and in 1192 the monk Richard of Devizes referred to the number of soap
makers in Bristol and the unpleasant smells which their activities produced

A century later soap making was reported in Coventry. Other early centers
of production included York and Hull. In London a 15th century
"sopehouse" was reported in Bishopsgate, with other sites at Cheapside,
where there existed Soper's Lane (later renamed Queen Street), and by the
Thames at Blackfriars Andrew pears. In 1789, he commenced production of
a transparent soap at a factory in Wells Street, off Oxford Street and became
hugely successful.

DATA ANALYSIS & INTERPRETATION

(1)Sales Promotion Schemes Offered On Washing Soap

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 Washing Soap

S a le s P r o m o t io n s c h e m e s

40
35
30
25
PERC EN TA GE 20
15
10
5
0
P r ic e o f f P rod u ct C a sh C ross P r iz e s
B u n d lin g R e fu n d P r o m o t io n
SC H EM ES

The primary analysis found that “Price off” is the best sales promotion
schemes offered on Beauty Soap (40% of the retailers agreed on this).
“Product Bundling” was the next best with 30% of the retailers in favour of
the same.

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 Washing Soap

(2)NORMAL DURATION OF SALES PROMOTION SCHEMES

60
60%
50 Duration

40

30 25%
15%
20

10

0
15 Days – 1 Month – More than
1 Month 3 Month - 3 months

Theprimary analysis found that “1 month – 3 month” is the normal accepted

duration of sales promotion schemes (60% of the retailers agreed on this).
“More than 3 months” was the next best with 25% of the retailers in favour
of the same
(3)HOW OFTEN SALES PROMOTION SCHEMES ARE OFFERED ON
BEAUTY SOAP

F req u en cy o f S ch em es O f f ered

6 m o n t h s- 1 y ea r 5%

3 -6 M o n th s 20 %

L ess t h a n 3 m o n t h s 75%

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 Washing Soap

The primary analysis found that “Less than 3 months” is the general
perceived frequency for sales promotion schemes offered on Beauty Soap
(75% of the retailers agreed on this). “3 months – 6 months” was the next
best with 20% of the retailers in favour of the same.

(4)AFFECT ON SALES OF BEAUTY SOAP DUE TO SALES

PROMOTION SCHEMES

A ffe c t o n S a le s
100

80 75 %
S a le s
60

40
15 %
20 10 %
0
In c re a s e C ant say N o E ffe ct
in S a le s

The primary analysis found that sales promotion schemes offered on Beauty
Soap caused an “Increase in sales” (75% of the retailers agreed on that).
“Can’t say” was the next best opinion with 15% of the retailers in favour of
the same.

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 Washing Soap

(5)COMMUNICATION OF SALES PROMOTION SCHEMES

M o d e o f c o m m u n ic a tio n
fo r p ro m o tio n s c h e m e s
80
70
60
45 %
50
40 25 %
30 20 %
20 10 %
10
0
T h ro u g h S a le s T h ro u g h T h ro u g h T h ro u g h
R e p re s e n t a t iv e w h o le s a le rs P rin t E le c t ro n ic
M e d ia M e d ia

The primary analysis found that “Wholesalers” were the best medium of
communication of sales promotion schemes (45% of the retailers agreed on
that). “Sales representatives” was the next best with 25% of the retailers in
favour of the same

(6) LEVEL OF SERVICING DURING SALES PROMOTION - COMPARISION

WITH COMPETITOR
O n e - s to p s h o p ?

60 45%

40 35%

20 10% 10%

0
S u p e rio r S i m il a r & S u p e rio r
In fe rio r &
& m o re m o re & le s s
m o re
F re q u e n t F re q u e n t F re q u e n t F re q u e n t 28
 Washing Soap

The primary analysis found that the level of servicing during sales
promotion vis-à-vis competitors was “Superior and more frequent (45% of
the retailers agreed on that). “Similar and more frequent” was the next best
with 35% of the retailers in favour of the same.

(8)AFFECT OF SALES PROMOTION SCHEMES ON

DIFFERENT AGE GROUP
A f fe c t o f S a le s P r o m o t io n
The primary analysis
90
80 found that “26-45 age
70
60 55% group” were the most
50 affected by sales
40 30%
30 promotion (55% of the
20 15 %
10
retailers agreed on that).
0
16 - 2 5 26-45 46-60 “16-25 age group” was the
A g e g ro u p
next best with 30% of the
retailers in favour of the same
(9)PROBLEMS FACED DURING & AFTER SALES
PROMOTION SCHEMES P ro b le m s F a c e d
70
The primary analysis found that
60

“Stock out” and “Handling 50

45% 45%

problem” were major problems 40

30
faced during and after sales 10%
20
promotion schemes (with 45% 10
0
of the retailers in favour of the H a n d li n g
P r o b le m S to c k o u t Im p r o p e r
same) in f o r m a t i o n

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 Washing Soap

(10)INCENTIVES PROVIDED DURING SALES PROMOTION

55 55%
SCHEME
50
The primary analysis found that 45
40
“Cash discount” is the best 35
incentive provided during sales 30 25%
25
promotion scheme offered on 20
15
Beauty Soap (55% of the retailers 10% 10%
10
agreed on that). “Prizes” was the 5
0
next best with 25% of the C a sh G if t s P r iz e s O th e r s
D is c o u n t
retailers in favour of the same.

(10)BEST SALES PROMOTION SCHEME

The primary analysis found that “Price off” is the best sales promotion
schemes offered on Beauty Soap (55% of the retailers agreed on that).
“Product Bundling” was the next best with 20% of the retailers in favor of
the same
CONSUMER’S ANALYSIS
How would you rank following criterion for selecting a Washing soap?
T im in g C o n v e n i e n c e

90
80
70
60
50
40 25%
20% 20%
30 15%
20 5% 5% 3% 5% 2%
10
0
B r a n d P r ic e B e n e f its P r o m o t io n a l F r a g r a n c e C o lo u r P a c k a g in g W o r d o f A d v e r tis
v a lu e S chem es of S oa p of S oa p M outh e m e n t 30
 Washing Soap

What comes into your mind when you think about Washing Soap?

60%

30%
10%

B e a u ty S o a p Soap of N o t h in g
F ilm s t a r s S p e c if ic

RECOLLECTION OF ANY ADVERTISEMENT OF WASHING

SOAP

R e c o m m e n d a tio n

95%

10%

31

Yes No
 Washing Soap

MOST EFFECTIVE MEDIUM OF SALES PROMOTION

M e d iu m F o r P r o m o t i o n
90
80
70
60
50
40 30% 30%
20%
30
20 15%
5%
10
0
A d v e r t is in g S a le s P u b lic R e l a t io n P erso n al In t e r n e t
P r o m o t io n & P u b lic it y S e llin g

The primary analysis found that “Advertising” is the most effective medium
for sales promotion 30% of the consumers agreed on that). “Sales
Promotion” was the next best with 30%(approx) of the consumers in favour
of the same.

PREFERENCE OF PROMTIONAL SCHEME

30
25
20
15
32
10
5
0
F re e T ria l P r i c e o ff C r o s s P r o m o ti o n D is c o u n t
C oupons
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The primary analysis found that “Free Trial” is the most preferred
promotional scheme (30% of the consumers agreed on that). “Price Off ”,
“Discount Coupons”, “Cross Promotion” was the next best with 20%, 15%,
10% of the consumers in favour.

PERCEPTION ABOUT CHANGE IN QUALITY DURING

SALES PROMOTION SCHEME
P a y m e n t P re fe re n c e
The primary analysis found that the 70

60
perception about change in quality
50
during sales promotion scheme was
40
“Superior” (70% of the consumers 30

agreed on that). “No change” was the 20

10
next best with 20% of the consumers
0
in favour of the same S u p e rio r
N o chang e

TYPE OF IMPACT
60
50%
50
The primary analysis
40
30
found that the type of
20% 20%
20
10% 33
10
0
M akes yo u B u y it d u r in g C o n t in u e B u y in g No
s w it c h t o L u x S a le s P r o m o t io n e v e n a f t e r s a le s C hange
o ffe r P r o m o t io n o f f e r is
scra p e d
 Washing Soap

impact of sales promotion was No change in buying behaviour” with 50%

of the consumers in favour of the same.

PROBLEMS FACED DURING SALES PROMOTION

SCHEMES
The primary analysis 55%
60
found that “Stock 20% 5%
50
Out” is the biggest 40
problems faced during 30
sales promotion 20 15%

schemes (55% of the 10 5%

consumers agreed on 0
S to c k O u t I m p r o p e r G if t s N o t C o u p o n s N o t Any
that). “Coupons Not I n f o r m a t io n R e c e iv e d E n c a s h e d O th e r

Encashed” was the next best with 20% of the consumers in favour of the
same.

CONCLUSION
The findings of the empirical study indicate that unless the brand to be
promoted is in the consideration set of the consumer, sales promotion by
itself is unlikely to have any major impact. Clearly this shows that managers
need to invest into brand building exercise so that his/her brand appears in
the consideration set of the target consumers. Only after this should he spend
time, money and energy on sales promotion activities. Sales promotion
should not be used in isolation but need to be integrated with other tools and

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in line with the overall positioning of the brand. Also the importance of the
role of mass media came out clearly in both the studies. Companies need to
create sufficient awareness about sales promotion schemes through mass
media in order to create awareness The role of retailer in influencing
consumer in brand choice decision in a toilet soap category was found to be
insignificant which also supports the above observations. Toilet soaps are
low involvement products characterised by switching behaviors. Also the
person going to the shop for the purchase of soap is the final decision maker
of the brand. Hence it is essential that companies need to design attractive,
striking, visible POPs for scheme announcements.

SUGGESTIONS & RECOMMENDATIONS

(1) They should provide more promotions like price-offs and samples.
(2) Retentive strategy required as the soap segment is in the mature stage of
its product life cycle
(3) Line extension – probably with more variants catering to the beauty
segment like natural, herbal soap etc.
(4) Liquid body wash is currently in the growth stage –Washing Soap should
come out with more variants in this segment

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(5) Level of servicing is low during sales promotion schemes – this could be
brought up.
(6) It is having only 19.8 % rural market presentation which could be further
enhanced.

BIBLIOGRAPHY
The information included in this project is taken from the reference:

BOOKS:
Marketing Research :
By Varma M. ,Agarwal R.
By Majumdar

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 Washing Soap

WEBSITES:
www.indiainfoline.com
www.hul.com

GOVT. AUTUNOMOUS GIRLS P.G.COLLEGE OF

EXCELLENCE SAGAR (M.P..
CUSTOMER'S QUESTIONNAIRE
Researcher's Name : Miss.Ritu Sen Name of Person : :___________
Class : B.B.A. IInd Sem Age : __________________
Occupation ______________

(1)Which brand of bathing soap do you use ?

............................................................................................

(2) Is the same brand of soap used by your other family members?
If not , which brand of bathing soap do they
use? ......................................................................................

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(3) How would you rank following criterion for selecting a bathing soap?
o Color of soap
o Fragrance of soap
o Brand value
o Price
o Benefits
o Packaging
o Word of mouth
o Advertisement
o Promotional schemes
(4) What comes in to your mind when you think about Beauty Soap?
o Soap of film stars
o Beauty soap
o Nothing specific
(5) Can you recall any current advertisement of Beauty Soap?
o Yes.
o No.
(6) Which is the most effective medium for promoting the product?
o Advertising
o Sales promotion
o Public relation & Publicity
o Personal selling

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o Internet
(7) Out of total 100 points, allot the points according to your preference on the
following promotional schemes?
o Price off
o Discount coupons
o Contests
o Scratch card
o Cross promotion
o Cash refund
o Prizes
o Free trial
(8) Do you perceive any change in quality of Beauty Soap during the sales
promotion scheme?
o Superior
o Inferior
o No change
(9) What type of impact does the sales promotion scheme on Beauty Soap creates on
you?
o Makes you switch to Beauty Soap
o Buy it during sales promotion offer
o Continue buying even after sales promotion offer is scrapped
o No change in buying behavior

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 Washing Soap

(10) How is the sales promotion scheme communicated to you?

o Through sales representatives
o Through print media
o Through electronic media
o Through company’s stall
(11)What are the problems faced during and after the sales promotion schemes?
o Stock out
o Improper information
o Gifts not received
o Coupons not encashed
o Any other
(12) Comparison of sales promotion scheme offered on Beauty Soap with
competitors?
o Superior and more frequent
o Superior and less frequent
o Similar and more frequent
o Similar and less frequent
o Inferior and more frequent
o Inferior and less frequent

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