Detergent Powder

PREFACE
B.B.A. Programme is one of the most reputed professional courses in the field of
management. This course includes both theory and its application contents of curriculum.
Project Report is an integral part of the B.B.A. program at V.B.S Purvanchal !niversity
"aunpur# $ach student is re%uired to prepare research report in his or her &
th
semester. This
programmed intends to get familiar 'ith practical aspect of management through survey.
The importance of any academic course 'ould give advantage and acceptance of the true
from only through practical e(perience. The topic assigned for the research report is A
comparitive study of various Detergent Powder Brands available in Ga!ipur City"# )
*no' the opinion of the sample by personal intervie' + %uestionnaire. The Research
programmed is an integral constant of the cause curriculum of programmed in management.
This survey is divided into forth chapters. $ach chapter has its o'n relevance and
importance.
The chapters are divided and defined in a logical systematic and scientific manner to
cover every nool and corner of the topic
$e First capter deals 'ith the introduction of the topic, )t also describes the profile
and history of various Detergent Powder Brands# The objective, importance, scope and
limitation are also mentioned in section of project 'or*.
$e %econd capter deals 'ith research methodology. The process of carrying out
the 'hole research problem is defined in it. )t contains information about the methods of data
collection, sampling and sample design.
$ird capter is data analysis and interpretation. This is the most important section of the
project 'or*. This section contains the analysis of all the data collected so far and they are
interpreted to produce the final conclusion. )t contains all the tables and charts 'hich depicts
the result.
Capter four contains the finding and recommendation of the research. This is based
on the data analy-ed and interpreted in the previous chapter. This is the most important
section of the research report for a report is evaluated on the validity ad correctness of
findings.
Capter five depicted conclusion 'hich concludes the 'hole report, that is, gives a
brief description of the process employed so far. And later chapters contain bibliography.
.hich describes the list of sources from 'here the matter and information is collected/ )t
contains the list of boo*s, authors, 'eb sites use etc.

0

&'$R(D)C$&('
$e *istory of Detergents
1etergents 'ere developed due to the problems that occurred 'hen organic
soap 'as used in areas of hard 'ater. 2ard 'ater contains the ions of calcium and
3agnesium in high amounts and these are substituted onto the soap molecule in place of
sodium. The salts of calcium and 3agnesium are insoluble and from a precipitate, this is
'hat leaves a 4ring5 around the bath. 6ther problems 'ere encountered in the te(tile industry
'here acid solutions are used in the dying process. The free 27 ions replace the sodium ion
reforming the fatty acid 'hich affects the application of dyes and leaves spots on fabrics.
The first detergents 'ere developed follo'ing the first 'orld 'ar by the
8ermans so that fat could be used for other purpose. The first synthetics detergents 'ere
short chain alhyl 9apthalene sulphonates 'hich 'ere later discovered to be only moderately
good detergents and so 'ere improved, but are still used today as 'etting agents. )n the
:;0<5s and =<5s Staight chain alcohols 'ere sulphonated to give straight chain detergent )n
the =<5s long chain al*yl and aryl sulphonates 'ith ben-ene as the aromatic nucleus 'ere
developed. >the al*yl portion 'as derived from ?erosene@ By the end of 'orld .ar 0 al*yl
aryl sulphonates s'amped the detergent mar*et over alochol sulphates 'hich later became
useful in the shampoo industry. )t 'as a popular complaint at this time that 'hites dulled
after 'ashing, hey 'eren5t 'hite as 'hite should be and this 'as lin*ed to the use of
synthetic detergents. $ven though they 'ere just as good as soap the removing dirt, they 'ere
=
poor at holding it in suspension and the particles re deposited onto the clothing. The problem
'as overcome by the by the addition of A3A >caro(y methyl cellulose@ 3ore recently the
limiting factor that affected the production of specific detergents 'as availability of ra'
materials. This lead to the development of lgepon compounds in germany and the !SA >for
e(ample lgeponBT, the sodium salt of oleyl tauride@, 3ersolates in 8ermany >al*ane
sulphates@, and Teepol in $ngland > a secondary olefine sulphate from petrochemical
sources@. Al*yl Ben-ene Sulphonate 'as top of the mar*et due to its ease of manufacture and
Versitility.
Bet'een :;C; and :;DC more than half of the detergents 'ere based on a
propylene tetramer coupled to ben-ene >PT ben-ene@, But they 'ere later blamed for a rise in
eutrophication in la*es and streams because they contained phosphates >from Sodium tri
phosphate@. This problem has not been fully resolved in some cases, in some countries there
has been a gentle mans agreement# to treduce the use of phosphates but in countries 'here it
is not a major problem no such action has been ta*en. The problem 'as set do'n to the
branched chain formation of PT ben-ene 'hich resulted in the inability of bacteria to degrade
them. Straight chain alchols are degradable, so steps 'ere ta*en to produce a linear al*yl
ben-ene molecule. To replace the phosphate based portions, in Scandinavian countries they
no' use 9TA >9itrilo tri acetic acid@.
Cemical classification of detergents
1etergents are classified into three broad groupings, depending on the electrical
charge of the surfactants.
Anionic detergents
Typical anionic detergents are al*ylben-ensulfonates. The al*ylben-ene portion of
these anions is lipopholic and the sulphonate is hydrophilic.
&
T'o varieties have been populari-ed, those 'ith branched al*ly groups. The former
'ere largely phased out in economically advanced societies because they are poorly
biodegradable. An estimated D billion *ilograms of anionic detergents are produced annually
for domestic mar*ets.
Cationic detergents
Aationic detergents are similarto the anionic ones, 'ith a hydrophobic component, but
instead of the anionic sulfonate group, the cationic surfactants have %uatermary ammonium
as the polar end. The ammonium centre is positively charged.
Eto+ylates
$tho(ylates are compounds that have long hydrocarbon chains, but terminate 'ith
>6A20A20@n 62 group. These groups are not charged, but they are highly hydrophilic o'ing
to the presence of many o(ygen centers.
'on,ionic -or !witterionic. detergents
These are characteri-ed by their >net unchanged hydrophilic headgroups. They based
on polyo(yethlene glycol >i.e. T'een, Triton and Brij series@, A2APS, glycosides >i.e.
octylthioglucoside, maltosides<, bile acids such as 16A, lipids >2$8As@ or phosphine
o(ides, See surfactants for more applications.
Development of te Detergent &ndustry
Although the start of the synthetic detergent industry is not shrouded in the veils of
history as 'ere the beginnings f the soap industry, it is neverthless not easy to pinpoint
e(actly 'hen the detergent industry, as such came into being.
The primary problem is to decide e(actly 'hat is being referred to as a synthetic
detergent. The term itself leads to confusion. )n the !SA the 'ords surfactant or syndet are
C
veing used, 'hilst in $urop the term 4tenside5 >for tensionBactive material@ is coming into
fashion.
D
Definitions
3any definitions of synthetic detergent have been proposed, all of 'hich are very
'ide. The Aomiti )nternational de 1irivis Tensio Activs has after several uears of
deliberation agreed on the follo'ing definitions E
1etergent Product the formulation of 'hich is specially devised to promote the
development of detergency . 9ote E A detergent is a formulation emprising essential
constituents >Surface active agents@ and subsidiary constituents >builders, boosters,
fillers and au(iliaries@.
Surface active Agent E Ahemical compound 'hich, 'hen dissolved or dispersed in a
li%uid is preferentially absorbed at an interface, giving rise to a number of physicoB
chemical or chemical properties of practical interest. The molecule of the compound
includes at least one group 'ith an affinity for mar*edly polar surfaces in most cases
solubili-ation in 'ater, and a group 'hich has little affinity for 'ater. 9ote E
Aompositions in general are usually mi(tures of such compounds.
Amphiphilic product E Product comprising in its molecule, at the same time one or
more hydrophilic groups and one or more hydrophobic groups. 9ote Surface active
agents are amphiphilic products.
F

$ide Brand
$ide >Alo, /i!ir or Ace in some countries@ is the brandBname of a popular laundry detergent
manufactured by Procter + 8amble, first introduced in :;&D. )t is also mar*eted in Aanada,
Saudi Arabi, morocco, )ndia and Several other countries. 6riginally in the form of a 'hite
po'dered bead, the Tide detergent line 'as later e(panded to include orange, clear, and dar*B
blue li%uids. The brand is recogni-ed by its distinctive orange and yello' bullsBeye logo. Tide
'as the first heavyBduty synthetic detergent, the development of 'hich 'as designated an
AAS 9ational 2istorical Ahemical Gandmar*.
Bac0ground
The household chore of doing the laundry began to change 'ith the introduction of 'ashing
po'ders in the :HH<s. These ne' laundry products originally 'ere simply pulveri-ed soap.
9e' cleaningBproduct mar*eting successes, such as the :H;<s introduction of the 9. ?.
Iairban* AompanyJs Gold Dust Washing Powder >'hich used a brea*through hydrogenation
process in its formulation@,
K0L
and 2udsonJs heavily advertised product, Rinso,
K=L
proved that
there 'as a ready mar*et for better cleaning agents. 2en*el + AieJs MselfBactivatingM >or self
bleaching@ cleaner, Persil >introduced in :;<F@
K&L
the early synthetic detergent, BASIJs
Ie.A >introduced in :;=0@ and Procter + 8ambleJs :;== totally synthetic creation, 1reft,
H
>mar*eted for use on infantB'ear@
KCL
Nall indicated significant advances in the laundry
cleaning product mar*et.
The detergent business 'as further revolutioni-ed 'ith the discovery of the al*ylben-ene
sulfonates, 'hich, 'hen combined 'ith the use of chemical MbuildersM, made machine
'ashing 'ith hard 'ater possible.
KCL
This presented Procter and 8amble 'ith the opportunity
to create a product such as Tide.
*istory
The original Tide laundry detergent 'as a synthetic designed specifically for heavyBduty,
machine cleaning >an advance over the milder cleaning capabilities of Ie.A and 1reft@. Tide
'as first introduced in !.S. test mar*ets in :;&D as the 'orldJs first heavyBduty detergent,
'ith nationB'ide distribution accomplished in :;&;. Tide claimed it 'as MAmericaJs
.ashday Iavorite.M Authority 'as %uic*ly gained in the !.S. detergent mar*et, d'arfing the
sales of )vory Sno' and accelerating the demise of t'o of its main competing products,
Rinso and 8old 1ust .ashing Po'der, both then Gever Brothers brands. These other brands
came in the more familiar soapBpo'der and soapBfla*e forms. Tide, ho'ever, initially came
shaped as a 'hite po'dered bead. The line 'as e(panded to include an orangeBtinted clear
li%uid form in :;H&. Today, most formulations of li%uid Tide, both ultra and nonBultra are
dar* blue, 'ith the e(ception of MTide IreeM, 'hich is clear. $ach year, Tide researchers
duplicate the mineral content of 'ater from all parts of the !nited States and 'ash C<,<<<
loads of laundry to test Tide detergent5s consistency and performance. )n 0<<D, the
development of Tide 'as designated an AAS 9ational 2istoric Ahemical Gandmar* in
recognition of its significance as the first heavyBduty synthetic detergent. As of "anuary 0<:=
Tide has more than =<O of the li%uidBdetergent mar*et, 'ith more than t'ice as much in
;
sales as the second mostBpopular brand 8ain, although it costs about C<O more than the
average li%uid detergent.
Brand
The Tide trademar* is an easily recogni-ed, distinctive orangeBandByello' bullsBeye. This
original logo 'as designed by 1onald 1es*ey, an architect and famous industrial designer.
The logo 'as slightly modified for the productJs fiftieth anniversary in :;;D, and remains in
use today. Tide 'as the first product to be nationally pac*aged using 1ayB8lo colorsN
stri*ingly eyeBcatching 'hen first introduced in :;C;.Aurrently, the Tide brand is on at least
si( po'ders and li%uid detergents in the !nited States alone.
$e $ide product,line
Tide is mar*eted under various subBbrands, such as 0( !ltra Tide. )n the late :;D<s
and early :;F<s, it 'as branded as Tide P? >the P? standing for Ptra ?leaning@, but it 'as
rebranded simply as Tide later on. An addition to the Tide family, MTide ColdwaterM, 'as
formulated to remove stains 'hile saving energy because it does not re%uire hot or even
'arm 'ater.MTide FreeM 'as mar*eted as being environmentally friendly. MTide-To-GoM is a
product pac*aged in a penBli*e format and intended to remove small stains on the spot,
'ithout further laundering.
)n most of Gatin America and Puerto Rico, the Tide formula is mar*eted under the name
Ace >e(cept in Panama, 'here it is sold under the same Tide brand as is in current use in the
!.S.@ )n Tur*ey, Tide is branded as Alo.
:<
)n :;;=, Procter + 8amble 2ome products is incorporated as a :<<O subsidiary of
the procter + 8amble Ampany, !SA. Procter + 8amble 2ome products launches
Ariel Super Soa*er.
)n :;;=, Procter + 8amble )ndia diverts the 1etergents business to Procter + 8amble
2ome Products
)n :;;C, Procter + 8amble 2ome Products enters the 2aircare Aategory 'ith the
launch of Pantene proBV.
)n :;F Procter + 8amble 2ome products launches 2ead + Sholders Shampoo.
)n 0<<<, Procter + gamble 2ome products introduced Tide 1etergent Po'derB the
largest selling detergent in the 'orld.
)n"ine 0<<<, Procter + 8amble 2ome products Gimited pantene lively Alean its
uni%ue pro Vitamin formula cleans oilBbuild up, dirt and grime in just one 'ash
delivering lively, freeBflo'ing and spar*lingBclean hair.
)n August 0<<<, Procter + 8amble 2ome products Gimited launched 9e' Ariel
Po'er compact detergent 'ith a ne' global technology that breathes ne' life int
clothes, by removing dinginess from them and restoring the original colors of the
fabric, by detecting and removing deposits 'hich are left behind from successive
'ashes.
)n 9ovember 0<<<, Procter + 8amble 2ome products Gimited presented )ndia in the
Iirst international 2air Styling and Beauty $(pert Aontest 2air Asia Pacific 0<<< in
collaboration 'ith Sri Gan*an Association of 2airdressers and Beautician.
::
1uring the period, Procter + 8amble 2ome products also relaunched the international range
of 2ead + Shoulders, bestBever AntiBdandruff shampoo 'ith an improved formula, ne'
pac*Bdesign and logo, in three variantsBAlean + Balanced. Smooth + Sil*y and Refreshing
3enthol, 'hich offers the fine combination of antiBdandruf efficacy and hair conditioning. 9
"anuary 0<<:, Procter + 8amble 2ome products Gimited and .oirlpool )ndia Gtd.
Gaunched a special 4ArielB.hirlpool Super'ash5 6ffer, ma*ing 'ashing machines more
affordable to the people of 2yderabad. 6n purchase of either a C<< fms, : *g or :.C *g
economy pac* of 9e' Ariel Po'der Aompact, consumers are automatically eligible to buy a
'hirlpool .ashing 3achine for as lo' as Rs. 0=HQB in $%ual 3onthly )nstallments for 0&
months, by filling in the application from that comes 'ith the Ariel pac* and Aontacting any
one of the .hirlpool dealers mentioned on ta pac*. )n "une 0<<:, Procter + 8amble in
Partnership 'ith the Associaltion of Beauty Therapy + Aosmetology. >ABTA@.
)ndia 2osted the Pantene Artist 0<<: a national stylist competition, 'hich included
categories such ads Bridal 1ressing, 2air Autting and Body painting. Present at the event 'as
'orld reno'ned hairdresser and stylist "un. G. $ncarnecion, 'ho demondtrated the hottest
international haircuts and styles in vogue via an interesting hairhso'. 3r. $ncarnecion has
trained students in leading hairdressing school li*e Robert Iielding School of 2air 1ressing
>!.?.@ Pierre Ale((ander international Academy >!.?.@ Vidal Sassoon Academy, >!S.A.@
among other and also enjoys the reputation of being the official hairdresser for the :;;= 3iss
!niverse pageant.
)n "uly 0<<:, Procter + 8amble 2ome Products limited launched 9e' Ariel Total
Aompact 'ith 3agicare a 9e' system of .ashing that completely removes stains 'ithout
scrubbing, significantly reducing time spent on 'ashing clothes. )n September 0<<:,
Protecter + 8amble 2ome Products launched 9e' Pantene ProBV range of five shampoos in
:0
)ndia 'hich gave consumers the loo* they 'ant Smooth + Sil*y for straighter hair, Volume
+ fullness for thic*er hair, Balanced clean for shiner hair, Balanced clean for shinier hair,
lively clean for livelier hair and Anti 1andruff for 1andruff free hair. )n 1ecember 0<<:,
Procter + 8amble in partnership 'ith the Southern )ndian Beauty Specialists + 2airdresser
Association >S)B2A@ 2osted the Pantene S)B2A Goo* 9 Gearn Seminar 'here Raman
Bhard'aj hairdresser to former 3iss )ndia, Aelina "aitley demonstrated the latest and
Trendiest 2air Auts >3ordern + classic@ to beautician and 2airdressers in Ahennai. 9 April
0<<0, Procter + 8amble 2ome Products Gimited announced the launch of a special Arial Bar
Refund along 'ith its ne' Advance Arial Bar Refund offer, consumers could e(change their
detergent bar on purchase of advanced arial compacts : *g and C<< gms pac*s and avail of a
Rs. :C and Rs. :F discount respectively on 3RP. Additionally. Procter + 8amble 2ome
Products announced the beat The summer 1andruff offer on 'hich 0<< ml 2ead + Shoulders
bottle 'as available 'as for Rs.;;QB only, Thus giving a benefit of a Rs. 0=QB discount to
consumers.
)n August 0<<0, Pantene unveiled the launch of the shine 3orning to night to
campaign that helps consumers get long lasting hair shine 'ith regular use of Pantene. The
shine 3orning to night campaign had t'o e(citing components to it the 3TV Shine Rours
soul contest 'here one could 'in diamonds 'orth Rs. :0.C lacs and the lasts from morning to
night. 1uring the same period, Pentene also hosted 2air Asia Pacific 0<<0 the biggest 2air
cutting + styling contest attracting e(pert hair dresser and beauty care advisors from more
than := Asia Pacific Aountries. Additionally, Pantene also 2osted Pantene .orld Teen
Sueen contest in 8oa. Aontest from !?, !SA, South Africa, ?enya, Tan-ania, 3auritius,
3iddle $ast and 2ong ?ong Participated to 'in the coveted .orld Teen Sueen cro'n. )n
9ovember 0<<0, Procter + 8amble 2ome Products Gimited launched 2ead + shoulders
9aturally lean, A ne' Variant in its 2ead + Shoulders range of shampoos especially for
:=
Tamil, ?erala, Andhara Pradesh, ?arnata*a and .est Bengal. )ts Smart TPT Aombined 'ith
9atural Aitrus >lemon@ e(tracts removes :<<O dandruff and rinses oil and stic*iness from the
scalps, giving light, loose, free flo'ing hair. )n "anuary <<=, Procter + 8amble 2ome
Products Gimited reduced the prices of Prices of Pantene and 2ead + Shoulders F.C ml
sachets from Rs. &QB to Rs =QB 'ith no change in its superior product %uality or pac*aging,
improving affordability to a large number of )ndian consumers. Procter + 8amble 2ome
Products Gimited also announced the launch of its Tide Super .hiteness 8old 1hama*a at
the Tide "unction in 8iant 2ypermar*et 2yderabad. The Tide Super .hiteness 8old
1hama*a gave consumers a chance to get their clothes superB.hite and .in $(%uisite
"andrafted Pure 8old "e'ele Set .orth Rs. 0C,<<< and other pri-es from $stelle "e'ellery. )n
"une 0<<=, Procter + 8amble 2ome Products Gimited launched Pampers 'orld5s number
one selling diper brans 'ith sales of !s U D billion annually. Pampers provides superior
dryness for uninterrupted overnight sleep, 'ith just one pampers diaper. )n )ndia, Pampers
Iresh + dry is available in a variety of the si-e &s, :<s and 0Cs. )n sVjuly 0<<=, Procter +
8amble 2ome Products Gimited launched Pantene long blac*, the ultimate solution for
achieving the long and blac* hair and 2ead + Shoulders Sil*y Blac*B the only shampoo in
)ndia to offer the dual benefits of :<<O dandruffBfree as 'ell as sil*y blac* hair. )n
September 0<<=, Procter + 8amble 2ome Products Gimited announced that its superior
%uality Tide sachet is no' available at Rs. : per cachet and its Arial sachet at Rs. 0 per
sachet, thus ma*ing the 'orld5s best detergents available at lo'er prices in "anuary 0<<&,
Procter + 8amble 2ome Products Gimited announced the launch of RejoiceB Asia5s 9o :
Shampoo, in )ndia. Rejoice 5s Patented 3icroB silicone con conditioning technology gives
t'ice smooth and easy to comb hair versus ordinary shampoos, at affordable prices in :<<ml
bottle and F.C ml sachets.
:&
)n 3arch 0<<&, Procter + 8amble 2ome Products Gimited reduced the prices
of Ariel and Tide bags >large pac*s@ by 0<BC< O 'hile maintaining the superior %uality. The
superior %uality one ?g pac* of Tide cleans a family5s one month laundry in just Rs. 0=QB
'hile a one ?g pac* of Ariel cleans family5s one month laundry in just Rs. C<QB )n April
0<<&, Procter + 8amble 2ome Products Gimited announced the launch of Pantene 2air fall
control, 'hich is designed to free 'omen of their fall control, 'hich is designed to free
'omen of their hair fall concerns by reducing hair fall due to brea*age by up to C<O 'ithin
just t'o months, thus giving them stronger, thic*er loo*ing and beautiful hair. The prices of
Pantene :<< ml and 0<< ml bottles 'ere reduced by :DO offering superior vale to consumers.
)n August 0<<&, Procter + 8amble 2ome Products Gimited signed Preity Tinta
Bolly'ood5s W: Actress, as Brand Ambassador for its 2ead + Shoulders antiBdandruf
shampoo that gives :<<O dandruffBfree soft beautiful hair. )n 6ctober 0<<&, Procter +
8amble 2one Products Gimited launched 9e' Pantene Amino ProBV comple( shampoos
'hich ma*es hair ten times stronger. )n 9ovember 0<<&, Procter + 8amble 2ome Products
Gimited launched Tide Bar. The 9e' Tide Bar is uni%ue as compared to the available
detergent bars because of its three uni%ue features E >i@ )t has green spec*les called 'hiteons,
'hich release a uni%ue 'hitening action on reacting 'ith sunlight >ii@ its technology also
ensures that it lasts longer, does not dissolve easily and delivers a good balance bet'een bar
hardness and ease of application on clothes and >iii@ it has a lemony + refreshing fragrance
that lingers on clothes hours after 'ash
Development of $ide 1aundry detergent receives istorical recognition
The development of Tide X the 'ashing miracle# synthetic detergentB by Procter +
8amble 2ome Products Gimited 'ill be designated a 9ational 2istoric Ahemical Gandmar*
in a special ceremony in Aincinnati ohio, on 6ctober 0C. The American Ahemical Society,
the 'orld5s largest scientific Society, sponsores the Gandmar*s program.
:C
Tide, the first heavyBduty synthetic detergent, debuted in :&D, the culmination of a
search to replace traditional soaps, 'hich did not clean 'ell in hard 'ater and deposited a
residue of scum, or curds. Aatherine T. 2unt, Ph.1. presidentBelect of the AAS, 'ill present a
commemorative bron-e pla%ue at the ceremony to 8. 8ilbert Aloyd, Ahief Technology
officer of Procter + 8amble >P+8@. The AAS established the chemical landmar*s program
in :;;0. to recogni-e seminal events in the history of Ahemistry and to increase public
a'areness of the contribution of Ahemistry to society.P + 85s initial synthetic detergent 'as
1raft, introduced in :;==. 1raft, composed of an al*yl sulfate, represented a brea*through
because it cleaned clothes in hard 'aterNa particular benefit for residents from the 3id'est
to the Roc*y 3ountainsB 'ithout leaving curds. But it did not clean heavily soiled clothes
'ell. P + 8 chemist *ne' that the cleaning ability of synthetic detergent could be boosted by
adding builders# compounds that penetrate clothes more deeply to remove stains. But the
builders left clothes harsh and stiff because the chemicals usually sodium phosphates, reacted
'ith the 'ater5s hardness to from insoluble deposits that could not be rinsed a'ay. By the
end of the :;=<s, P+8 had all but give up on attempts to develop a heavyBduty synthetic
detergents. But one researcher, 1avid 1ic*# Byerly, refused to shelve 'hat became *no'n
in the company as Project P. 2e tried sodium pyrophosphate as the builder. )t cleaned 'ell,
but the 'ashed clothes felt li*e sandpaper
By :;&:, Byerly concluded that sodium tripolyphosphate 'as the best
builder. At the same time, he had a counterintuitive brea*through. Previously, researchs had
assumed that the less builder used, the better, since it 'as the builder that left clothes stiff.
But byerly discovered that if he boosted the level of the builder 'ell above that of the
cleaning agent.
2e got a surprising result E The detergent cleaned 'ell and left clothes soft. 6nce the
correct formula 'as found, P+8 rushed the ne' product, Tide, to the mar*et )t 'as an
:D
instant success, %uic*ly selling out it in mar*ets all over the country. By the early :;C< Tide
captured more =< percentage of the laundry mar*et and subse%uently became the number one
selling detergent.

Ariel
Ariel is a mar*eting line of laundry detergents made by Procter + 8amble. )t is the flagship
brand in Procter + 8ambleJs $uropean, 3e(ican, "apanese, Bra-ilian, Peruvian, Tur*ish,
Iilipino, )ndian, Aolombian, Ahilean and Vene-uelan portfolios. )n some !.S. stores,
3e(ican Ariel is available. Ariel first appeared on the !? mar*et in :;DF and 'as the first
detergent 'ith stainBremoving en-ymes. )t 'as a highBsudsing po'der designed for t'inBtub
and topBloading 'ashing machines. .ith the rise in popularity of automatic frontBloading
'ashing machines, a suitable lo'Bsuds variant 'as launched in the early :;F<s. The midB
eighties sa' the range e(panding to encompass li%uid detergent and compact po'der. The
compact po'der 'as originally *no'n as MAriel !ltraM and 'as subse%uently reformulated
into the nineties as MAriel IuturM. This 'as possibly in response to !nileverJs launch of the
ultimately doomed MPersil Po'erM, 'hich 'as seen to damage clothes. Aompact po'ders
never proved popular in the !? so 'hen the tablet variant appeared in "uly :;;;, the
:F
compact version disappeared. )n 0<<=, Ariel brought out its %uic*'ash action to its
detergents, to allo' consumers to be able to do their laundry on a %uic*'ash cycle.
Product range
The available range in the )2 currently includesE
Ariel Bio B biological detergent 'ith bleach for 'hites. Available as automatic >lo'
suds@ po'der, $(cel8el, tablets, and li%uitabs.
Ariel Colour 3 %tyle B biological detergent 'hich is bleach free product to protect
coloursE available as automatic po'der, tablets, $(cel8el and li%uitabs.
Ariel 'on,Bio B nonBbiological detergent 'hich is free from en-ymes and has the
added fragrance of almond mil* and honeyE available as $(cel8el and li%uitabs.
Ariel Biological wit Febre!e B as Ariel Bio but 'ith the added freshness of Iebre-e,
sold at a premium price to standard Ariel. Available as automatic po'der, tablets,
$(cel 8el and li%uitabs
Ariel %tain Remover B a stain preBtreatment product. Available as preBtreatment
spray, po'der and gel >the po'der also being available as an antiBbacterial variety,
and the latter t'o also being available for 'hites@
Ariel *andwas B po'der suitable for 'ashing by hand or in a t'inBtub machine.
Ariel 2and'ash also refers to a no' defunct highBsuds version of li%uid sold in
smaller bottle, a product suitable for 'ashing by hand or t'in tub to ta*e on holiday
to launder small %uantities of clothes.
All Ariel products >e(cept for Stain Remover and 2and'ash@ carry Actilift technology. As
'ith all nonBbiological detergents, Ariel 9onBBio is dermatologically tested.Ariel is available
in po'der, tablet, $(cel8el and li%uitab form.)n 0<<D, Ariel started its Mturn to =<M campaign
:H
to inspire consumers to 'ash in cool 'ater so that energy can be saved. Ariel launched a
concentrated version of their li%uid detergents named Ariel Po'er in the spring of 0<<H. )n
6ctober 0<<H, Ariel launched their ne' $(cel 8el product 'hich can be used in temperatures
as lo' as :C degrees celsius. This product 'as launched under ArielJs Mcold is the ne' hotM
campaign.
Controversial Ads
)n 0<:<, Ariel released a series of controversial 'eb banners
K:L
that appeared to compare
former !S President 8eorge .. Bush to Adolf 2itler, depicting both in caricature as MstainsM
that users could transform into more benign characters >3ohandas 8andhi and Aharlie
Ahaplin, respectively@, by spraying them 'ith Ariel li%uid. The online ads 'ere created for
Ariel by Bra-ilian Ad Agency
:;
%urf E+cel
Surf $(cel, launched in :;C;, is one of the oldest detergent po'ders in )ndia and
Pa*istan. )nitially, the brand 'as positioned on the clean proposition of 'ashes 'hitest#.
2o'ever, 'ith the emergence of numerous local detergent manufacturers and the entry of
other global brands, Surf $(cel under'ent various changes in its Brand Aommunication
from Galitaji# to 4dhoondte reh jaaoge5 to jaise bhi dag ho, Surf $(cel hai na5 , and is today
communicated on the platform of 41haag achcha hai. This is in 'hich the global
communication platform of 1irt is 8ood 'hich is a communication strategy of !nilever for
its premium detergent product, sold under various brand names such as 6mo in Bea-il and
Persil in !.?. and Irance. Today, Surf $(cel leads the Premium Iabric .ash Aategory in
)ndia. Some of the other major detergent products of !nilever in )ndia and Rin and Wheel.
The latest enty into the segments is Aomfort, a Iabric Aonditioner.
Product Range
0<
Surf $(cel products include 3atic, 1etergent po'der designed specially for 'ashing
machines as it has a lo' lather formula. Suic* .ash is a product that saves up to 0 buc*ets of
'ater and Blue is used for fabric and colour care.
Surf $(cel also has some specialist products li*e 8entle .ash, a li%uid detergent, and Surf
$(cel Bar, a nil mineral detergent bar. 9)G 3)9$RAG BAR E )n )ndia 2!G is the only
company 'here 93B is manufactured. 93B manufacturing is different from traditional
9S1 bar manufacturing. )t is premium category product. The 'ashing properties are
enhanced due to no addition of any fillers.
.hen children go out to play and get dirty, they don5 just collect stains. They
e(perience life, ma*e friends, share 'ith each other and learn from each other. This helps
them get stronger and get ready for the 'orld outside. A Pioneer in the )ndian detergent
po'der mar*et, Surf $(cel has constantly upgraded itself over the years, to ans'er the
constantly changing 'ashing needs of the )ndian homema*er. Today Surf $(cel offers
outstanding stain removal ability on a 'ide range of stains. This means that mothers no'
have the freedom to let their *ids e(perience life 'ithout 'orrying about stains. Surf $(cel
%uic* 'ash is po'ered 'ith pathBbrea*ing technologyBit reduces 'ater consumption and time
ta*en for rising by C<O. )t is a significant benefit, given the accurate 'ater scarcity in most
of )ndia.
2ey Facts
Surf $(cel 'as introduced in :;C;
0:
Rin Detergent
2industan !nilever Gimited >2!G@ >BS$ EC<<D;D@ is )ndia5s largest fast moving
consumer goods company. The AngloB1utch company !nilever o'ns a C0O majority sta*e.
2!G 'as formed in :;== as Gever Brothers )ndia Gimited and Aome into being in :;CD as
2industan Gever Gimited through a merger of Gever Brother, 2industan Vanaspati 3fg. Ao.
Gtd. And !nited Traders Gtd. )t is head%uartered in 3umbai, )ndia and has an employee
strength of over :C,<<< employees and contributes to indirect employment of over C0,<<<
people. The company 'as renamed in "une 0<<F as 2industan !nilever Gimited#. 2industan
!nilever5s distribution covers over : million retail outlets across )ndia directly and its
products are available in over D.= million outlets in the country, nearly H<O of all retail
outlets in )ndia. )t estimates that t'o out of three )ndians use its many home and personal care
products, food and beverages.
Brands
00
2!G is the mar*et leader in )ndian consumer products 'ith presence in over 0<
consumer categories such as soaps, tea, detergent and shampoos amongst others 'ith over
F<< million )ndian consumers using its products.
Si(teen of 2!G5s brands featured in the AA 9ielsen Brand $%uity list of :<< 3ost
Trusted Brands Annual Survey >0<<H@. According to Brand $%uity, 2!G has the largest
number of brands in the most Trusted Brands Gist. )t has consistently had the largest number
of brands in the Top C<, and in the Top :< ;'ih & brands@. The company has a distribution
channel of D.= million outlets and o'ns =C major )ndian brands. )ts brands include ?'ality
.all5s ice cream, ?norr soups + meal ma*ers. Gifebuoy, Gu(, Pears, Bree-e, Giril, Re(ona,
2amam and 3oti soaps, Pureit 'ater purifier, Gipton tea, Broo* Bond >= Roses, Taj 3ahal,
Taa-a Gabel@ tea, Bru coffee, Pepsodent and close !p toothpaste and brushed, and Surf, Rin
and .heel laundry detergents, ?ishan s%uashes and "ams, Annapurna salt and atta, Pond5s
talcs and creams, Vasline lotions, Iair and Govely creams, la*me beauty products, Alear,
Alinic Plus, Alinic All Alear, Sunsil* and 1ove Shampoos, Vim 1ish'ash, Ala bleach,
1ome( disinfectant, 3odern Bread, A(e deosprays and Aomfort fabric softeners.
1eadersip
2!G has produced many business leaders for corporate )ndia, 6ne of these
3anvendrer Singh Banga, has become a member of !nilever5s $(ecutive >!$(.@. 2!G5s
leadershipBbuilding potential 'as recogni-ed 'hen it 'as ran*ed &
th
in the 2e'itt 8lobal
Geadership Survey 0<<F 'ith only 8$, P + 8 and 9o*ia ran*ing ahead of 2!G in the ability
to produce leaders 'ith such regularity. Alothes tal* for us.
Rin plays an integral part in enabling us to loo* good by providing demonstrably
superior 'hites, giving us the confidence to reali-e our ambitions. Spar*ing 'hiteB clean
clothes not only help us from great impressions on the people 'e meet but also provide us
condidence to reali-e our ambitions.
0=
Rin !nderstands this need strives to deliver best in class 'hiteness through continuos
innovation and product improvemens supported by memorable campaigns li*e !s*i saari,
meri saari se safed jaise# in the ;<s to Safedi *a Shehanshah# 'ith Amitsbh Bachchan. )n
0<F, Rin introduced the first ever shade in the laundry category, offering proof of 'hiteness
to consumers 'ith the ?ya Sabot 2ai# compaign 'ith Boman irani, in 0<<H Rin has been
re launched and no' provides 1ugni Safedi, 1ugni Ahama*# as compared to ordinary
po'ders. Rin 3atic , a specialist 'ashing machine po'der, launched in july 0<<H, is based
on the insight that ordinary po'ders do not deliver under machine 'ash conditions, thus
re%uiring intervention. 2ence, leading to a situation aptly articulated in the tagline 3achine
*are maa-e, Bi'i ghar pe *apde ghise#. 9o' 'ith Rin 3atic consumers can delegate laundry
bac* to machine, because Aham*ti Safedi hai, machine aur Rin matic *a *aam.#
2ey Facts
Rin 'as launched in )ndia as a bar in :;D; 'ith the econic lightning mnemonic.
Rin po'der 'as launched in :;;& as Rin Po'er .hite.
Rin 3atic for 'ashing machines, launched in "uly 0<<H.
Sold in developing mar*ets in Africa, Asia and Gatin America
Sold as Brilhante >Bra-il@, Rin >)ndia@ and under other local brand names.
4ar0et
The fabric 'ash mar*et in )ndia is estimated to be 'orth appro(imately Rs. CC billion
'ith a volume turnover of 0.D million tons. The mar*et is primarily segmented on the basis
of product forms and price. The different product forms are po'ders, bars and laundry soaps.
This is further subBdivided on the basis of price into concentrate >in the case of po'ders@.
Premium, massBpremiumQmidBprice and massBmar*et. Iabric cleaning is a 'ellBdeveloped
category in )ndia 'ith a penetration of ;;O for laundry products and a per capita
0&
consumption of 0.DC *gs per annum. 1etergent po'der penetration is HDO 'hile penetration
of detergent bars is D&O. Gaundry soap has a much lo'er penetration at ==O and is restricted
to select geographic. .est and South are detergent bar mar*ets 'hile 9orth and $ast have a
higher proportion of laundry soap users. 3ost consumers use more than one productB a
combination of detergent po'ders and bars are the most prevalentB 'ith about H0O preferring
this usage pattern. The 'ash fre%uency per 'ee* in )ndia is D.; and the incidence of any
product usage is almost ;FO Recent trends sho' an increase in the usage of detergent
po'ders and a decline in the usage of laundry soaps. This is a clear indication that the
detergent mar*et in )ndia is maturing and that consumers are moving up the price ladder
>Source for all mar*et dataE )nternal Panel 1ata@
Acievements
Rin 'as the face of detergent bars in )ndia. Ior nearly t'enty years, from :;D; to
:;H;, it reigned the mar*et, 'ith a &<O mar*et share. .ith superlative performance to bac*
it, Rin 'as synonymous 'ith 'hiteness . Rin has sho'n substantial gro'th over the years. )n
fact, its three variantsB Rin >?ha*ti@ Po'der, Rin Sha*ti bad and Rin Supreme bar, put
together, ma*e it amongst the largest brands in the 2industan lever Portfolio. Rin also enjoys
the status of being the most Trusted 1etergent Brand in the country >Source E Brand $%uity
Survey 0<<= on )ndia5s 3ost Trusted Brands.@.

0C
5eel Detergent
!sed by more than ;<O households, 'heel has been a trusted laundry partner of
house'ives in Bangladesh for over &< years.
5eel,our smart laundry coice
The largest laundry brand in Bangladesh, 'heel has al'ays been focused in ma*ing
laundry a pleasurable and delightful e(perience for the homema*es f the country. Based on
its years of understanding of its consumers and huge e(perience in laundry, 'heel has been
continually improving its formulation and form to suit modern day users. 1ifferent formats
and pac* si-es of 'heel has been designed to cater to the re%uirements of users 'ith different
family si-es. Gaundry re%uirements and income groups.
5eel 1aundry %oap#
0D
.heel Gaundry Soap has a perfect formulation that not only gives great clean, but
also is gentle to both hand and cloth. The shop comes in individual shrin* 'ra designed to
ensure that the consumers receive a fresh sap that promises an e(ceptional clean through the
po'der of lemon and the fragrance of thousand flo'ers. The improved formulation of .heel
laundry Soap also helps the users to 'ash more number of clothes than the traditional ball
soap.
0F
5eel 5asing Powder
A dominant mar*et leader in the detergent segment, 'heel 'ashing po'der is *no'n
for its great cleaning ability 'ith minimum effort. The ne' formulation of 'heel 'ashing
po'der is enhanced 'ith the fragrance of thousand flo'ers as 'ell as the po'er of lemon,
thus not only removing the tough dirt in your cloth, but also leaving clothes smelling of a
thousand flo'ers 'ell after 'ashing. The convenience provided by 'heel 'ashing Po'der
has relieved many house'ives from the laborious laundry process of the traditional Soaps.
)ndia5s largest detergent brand, 'heel, aims to bring delight bac* into the lives of lacs
of 'omen across )ndia by giving them a magical 'ash e(perience of lemons and thousands
of flo'ers. The 9e' .heel is an offering to la*hs of 'omen across )ndia, transforming even
as tedious a chore as laundry into a delightful e(perience that lifts her spirits for the day to
come. As the largest laundry brand in the country, 'heel touches the lives of more than : in
)ndian households.
The brand is available in three formats
Po'ders
Bars
Gaundry Soaps
The po'der is vailable in three variants 'ith delightful fragrances,
Active .heel Gemon + 6range
Active .heel Gemon + "asmine
Active .heel 8old
2ey Facts
The largest selling detergent brand in )ndia
!sed by over : in 0 households in )ndia.
Iamous for using Bolly'ood stars as its Brand Ambassadors.
0H
'o lemon in 5eel admits *11
The country5s leading detergent ma*er 2industan lever Gtd. >2GG@ has admitted that its
4.heel5 brand of detergent and ca*e contains no lemon >nimbu@, despite its aggressive and
campaign 4nimbu *e saath5 .heel, 'hich has been advertised 'ith the punchline 9imbu *e
saath Bedaag safai, super safai# >'ith lemon, spotless cleanliness super cleanliness@ comes
pac*aged in a distinct green and yello' 'rapper, 'ith a lemon prominently displayed on it.
)nterestingly, 2GG had earlier maintained that Gemon has been part of he brand >.heel@
since :;;0 and as such consumers instantaneously associate this *ey ingredient as part of
their brand, as evidenced through consumer research#. 2industan Gever had been challenged
by rival detergent ma*er Iena Gtd. )n 3RTPA on the grounds of misleading detergent
consumers by advertising that 'heel had the cleaning po'er f lemon, traditionally used in
)ndian households to remove stains and bleach clothes. Iena Gtd had earlier Iiled a casein the
advertising Standards Aouncil of )ndia charging 2GG of violating council5s code of honesty
in advertising and ma*ing false and misleading statement.
2GG5s claim is currently being contested by Iena Gtd, 'hich has sought a ban
on 2GG5s misleading advertisement# !nder section =DB and :0A of the 3RTPA Act. )n its
appeal, 2GG has said it spent over Rs. C< crore on the advertising of .heel brand over the
last ten year but has never misled the consumer over .heel5s lemon content. After Iena Gtd
filed its complaint in 3RTPA, the latter issued a notice of en%uiry to 2GG and had directed to
the director general >investigation and registration@ to ta*e over the matter and conduct
proceedings before the commission. .hile 2industan Gever5s reply 'as filed during the
course of latest hearing on the case last 'ee*. Iurther hearings on the case are scheduled for
Iebruary ne(t. The .heel Vs Iena detergent 'ar began in 6ctober last year 'hen 2GG
reportedly objected to Iena5s ne' advertisement 'hich said lemon po'er 'as an obsolete
0;
claim and sho' caused the latest# cleaning technology in its ad. )n its hearings at the
3RTPA, the company has stated that there is no material on record to sho' that any
consumer 'as misled into thin*ing that 'heel detergent or bar contained lemon. )n its
submission, 2GG has also denied that lemon 'as the main or ?ey ingredient in .heel and
that claims of lemon being added for better 'ashing action on clothes and stain removal 'ere
never made by it.
The company has further clarified that .heel detergent po'der and ca*e contain
only lemon perfume# from natural lemon oil. Also, 2GG has pointed out that the pac*aging
of the product does not mentioned that either the detergent or the ca*e contained lemon, as
alleged by Iena Gtd.
2o'ever, the company has defended the visual depiction of lemon and its reference in
product pac*aging due to the presence of lemon perfume. Iurther contesting Iena5s charge
that 'heel products do not contain any lemon based on laboratory testreports, 2GG has said
.heel has never claimed that it contains either citric acid or sodium citrate, so the
complainant5s contention may not be upheld.
4ar0eting case study 6 $e Great &ndian detergent war
T'o 'ee* ago at the 8oafest, one of )ndia5s top 1js, set the dance floor abla-e
by playing a remi( of the 9irma jingle. Truth though is he 'ould have been better off playing
a remi( of the 'heel jingle hat 'as inspired by the :;D<. Shammi ?apoor 2it song 1e*ho
1e*ho 1e*ho Irom An evening in paris. That commercial, Set in motion a 'heel that
'ould rool on over the decades to become the bloc*buster brand in lever stable. Today 'ith
sales of over Rs0,<<< crore .heel is 4 Brand 9o:5 in the 2!G Portfolio not to mention the
.orld5s largest selling detergent in volume terms. )f .heel 'ere to be a standalone company
it 'ould ran* 00H on the $T C<<. 9itin Paranjpe, A$6, 2!G, puts it rather succinctly 'hen
=<
he says that every second )ndia is a .heel consumer. Says Paranjpe, Relevant consumer
insight, optimum supply chain and 'ide distribution reach together have delivered a 'inning
proposition.# Ret fe' had magined in :;HF that 'heel 'ould one day serve half the country
of ma*eting and 2GG 'as the undisputed emperor of all that it surveyed. And then from out
of no'here came ?arsanbhai Patel5s 9irma. )f there 'as vere a 3ahabharat it the annals of
)ndia mar*eting, this 'as it. Gever5s 'as caught in the mythical cha*ravyuh, unable to curb
the ascending star of 9irma. 9ever before had a brand sha*en the Gever citadel so decisively.
Aly%ue Padamsee, former A$6 Gintas >the agency that 'or*ed on the detergents portfolio
ba* then@, recalls that 9irma 'as priced at a third of Surf and 'as as aggressive as 2GG. Says
Padamsee,#Surf 'as Rs 0:V*ilo and 9irma 'as Rs FV*ilo. )mportantly *arsanbhai borro'ed a
leaf out of 2GG5s mar*eting manual and outadvertised us,# Asho* 8anguly, former
chairman of 2industan Gever, 'ho bac* then 'as leading the company concurs that
*arsanbhai Patel5s bottom mar*eting moves that he has ever encountered.
Before the managers at Gevers realised5 9irma 'as more than just another
regional brand. )t 'as time to find a 'ay out of the cha*ravyuh. The company decided that
Surf could not ta*e on the 9irma challenge by dropping prices >there 'as actually a
committee A.R.).S.P.BAost Reduction )s Surf Prices@ ant that a ne' strategy 'as needed to
combat this challenger. And all this led to the birth of 6peration S.T.).9.8.BSTRAT$8R T6
)92)B)T 9)R3A5S 8R6.T2. )t 'as not a %uestion of business gro'th, but business
survival,# says 8anguly. )t might seem li*e that5s strong statement coming from a player
credited 'ith creating the detergent category in )ndia. But it 'as trueB an ac*no'ledgment
that the playing field had shifted, right, under its nose. Irom Surf accounting for F<O of the
mar*et, the lo' cost detergents had gro'n rapidly enough to account for H<O of volumesB a
statistic that remains true to date 'ith mass mar*et detergents ma*ing up H<O of volumes
and DHO in value. $ven the choice of the name .heel 'as not strategic, rather it 'as a matter
=:
of compulsion. )n those days giver the stringent I$RA regulations it 'as not easy to launch
international brands. According to Padamsee, 2GG had launched a detergent bar called
.heel some years prior to :;HF >'ith the famous Geela 3ishra commercial@, 'hich had not
done too 'ell in the mar*et and been canned. But given the I$RA issue they 'ere forced to
loo* at an e(isting bas*et of names and decided to go 'ith 'heel.
2GG set up a group outside the company to ta*e the battle to 9irma5s doors.
Ravi 1hari'al, then former mar*eting head for the detergents business at 2GG and currently
A$6, Publishing at Bennett, Aoleman and Ao says that as .heel 'as first lo'Bprice product
from 2industan Gever, the company decided to have a different management system. Ior
e(ample even at the rest of 2industan Gever 'as head%uartered in 3umbai, the .heel
operations 'ere controlled from Ahandigarh. .e 'anted .heel to be a standalone business
of its o'n to dominate the lo' price segment.# Says 1hari'al. Sudhanshu Vats, vice
president, home care and s*in cleansing, 2!G says,#At that time the management understood
the importance of going to the bottom of the pyramid.#9aren 9ada, founder of e(ecutive
coaching firm, $ven consulting 'ho 'as then heading 6perating ST)98 believes that .heel
'ould have happened if it had not been for the board at 2GG that did 'hat it too* to
empo'er people to go ahead and do it# The first big challenge 'as to come up 'ith a lo'
cost product that conformed to the 2GG %uality standards. 8anguly 'as determined to prove
that it 'as possible. 2e says that he 'as convinced that it 'as time to move out of the longB
held beliefs that 39As 'ould not sell lo'Bend products. To him lo'Bend products did not
have to be synonymous 'ith lo' %uality.#The consumer 'as saying 'e cannot afford Galitaji
>Surf@. )f consumers 'anted lo'B price detergents, 'ho the hell 'ere 'e to judge/ 2e as*s.
The *ey 'as to not only develop the right product but get all the other elements as 'ell.
Pranesh 3isra, former A66 of Go'e Gintas says,#.hen you are fighting lo' cost
=0
competition the role of other elements li*e mar*eting, pricing and distribution are very
critical. Gever5s managed to be at the right time at the right place.#
The company did try and ta*e on 9irma 'ith clever advertising for SurfB the
famous Surf *i ?hariddari mein he samajhdari hai. But 3isra says that both the mar*eter and
the agency decided that this stance harm Surf.# .e needed a fighter brand to fight 9irma on
its o'n turf. !sing Surf in that battle could affect its e%uity. 6ther options li*e using Sunlight
to ta*e on 9irma also did not 'or* as Sunlight had an appeal that 'as restricted to the east .#
And a number of firsts 'ere achieved by levers for the same. Ior the first time, The company
used third party manufacturers as a primary source of production. Then 'hile the entire
portfolio of 2GG had a stable pricing, .heel opted for a dynamic pricing. Ior e(ample,
depending on local ta( structures, e(tent of competition in each stare and other such factors,
the pricing 'ould differ from state to state. )t also helped that the competition 'as not spread
evenly. Says Vats, .heel5s success has been driven by its ability to leverage 2!G5s
distribution strength to reach consumers in even the most remote parts of the country.#
Aommunication 'as the other big challenge, since it those days lever advertising for
detergents 'as templated al'ays sho'ing house'ives in 'hite saris. Padamsee says that
9irma bro*e that template 'ith young people singing, dancing and leaping to a catchy jingle.
Recalls Padamsee.#$veryone thought *arsanbhai must be a very modern man, given that all
these people in the ad 'ere dressed in short s*irts and pants.# )t 'as decided that the
advertising for .heel 'ould brea* the template. So in order to combat Shiama* 1avar5s
dancers s'inging to 'ashing Po'der 9irma, Gevers come up 'ith the classic 41e*ho 1e*ho
1e*ho5 jingle, a riot of colours and 'ild choreography. As 8anguly puts it. That jingle 'as a
big hit. A little li*e the Slumdog 3illionaire of its times.# 8anguly for one believes that
Gintas 'as an e%ual partner in the success of .heel.
==
.hile the brand did reasonably 'ell, it yet had to hit the notes and this came
'hen 2GG -oned in on a compelling consumer insight and the agency produced a great
commercialt. The insight 'as that many 9irma users complained of burning hands. 9arem
9anda recalls.#Research pic*ed up the insight that 9irma 'as not *ind on hands because of
its high soda ash content.# Still it 'as not an easy tas*, because consumers felt if a po'der
burns it 'ashes 'ell. The insight resulted in the 3aine maangi thi safaai, aur tu ne di
haathon *i jalan# commercial, 'hich too* the battle straight to 9irma5s turf. This 'as the
ta*e off point and suddenly it edged closer to 9irma.
Since then the brand has constantly innovated 'ith variants li*e Blue .heel,
.heel for coloured clothes and .heel Active 8old >'hich loo*s lies P and 8s Tide
1etergent@ launched in 0<<H. Today it has a ::O share nationally follo'ed closely by 9irma
'ith :<O and 8hari at ;O in value terms ho'ever, the gap is large 'ith 'heel having a
:F.DO share follo'ed by 8hari at :0.= O and 9irma st ::.FO Ior .heel the battle is
anything but over. According to 2!G estimates, there are &C< brands across the country
competing it this space. To engage 'ith its audience, for the last fe' years .heel smart
Shrimati. Irom being a part of commercial brea*s to becoming the programme, .heel5s
come a full circle. R Bal*i Bala*arishnan, chairman, Go'e Gintas, the agency that5s 'or*ed
on the 'heel brand since inception puts it 'ellE .heel 'or*ed on a simple proposition. )ts
Bolly'ood trailer style advertising 'as paisaBvasool entertainment for an audience 'hich
considered 'ashing to be a cumbersome chore.# .ell it certainly has been paisa vasool for
2!G.
%urf7 5eel and Rin,Detergent Powder brands of *)1
The )ndia detergent mar*et is estimated to be around &<<<Ar, comprises of Gaundry
soaps, synthetic detergent po'ders, and bars.The detergent po'der mar*et in )ndia is
segmented on the basis of three price categoriesE
=&
Popular
$conomy
PremiumQ Aompacts
The Premium and Aoncentrates segment account for only 0 O of the total
mar*et volume. The major players in the organi-ed detergent mar*et are.
2!G
9irma
P + 8
)n 'hich 9irma and 2!G are close competitors and put together controls =<O of the
volume in the mar*et. 9irma it the leader in the economy segment. )n the premium detergent
po'der, 2!G dominates 'ith over D< O mar*et share and rest is largely controlled by P and
8.
%egmentation7 $argeting and Positioning of %urf
Gaunched in :;C;, Surf 'as the first product it the )ndian detergent po'der mar*et.
Surf $(cel E )ndia5s largest selling compact detergent po'der. Surf $(celmatic E for the
frontBloaded 'ashing machines
Surf e(cel li%uid
Surf po'der
The segment for 'hich the brand is intended is the customer of premium po'ders,
'hich are sold in the price range of Rs.FCQB per *g and above. )n the premium
segment, detergents sell in the price range of Rs. H<B:0<QB and the major brands are
Surf, 2en*o, Tide and Ariel.
Surf $(cel >mummy5s best friend@ is positioned as the brand that a house'ife 'ill
loo* to upgrade herself to get better cleanliness 'ithout damaging the clothes. The
=C
brand is clearly positioned as a premium and up mar*et brand and the achievements
sho' an upperBmiddle to upper class small family 'ith a fashionable home and
modern clothing collection.
The Surf $(cel hai naa campaign is more intended the brand recall.
Surf e(cel is targeted at the up'ardly mobile house'ives 'ho prefer to have cleaner
clothes 'ithout damage as also households that have 'ashing machines.
%egmentation7 $argeting and positioning of 5eel
.heel is a detergent brand that caters to the laundry needs of the mass mar*et. )t 'as
first launched in the year :;HF. .heel 8reen is the single largest detergent brand in )ndia it
terms of mar*et share and value.
.heel po'der
Active 'heel
The brand is intended it the popular range segment, 'hich consists of po'ders sold in
for Rs. :HB00 per *g. The popular segment 'as founded as a result of the launch and
subse%uent success of 9irma.
.heel is positioned as a tough fighter of dirt and offers value for money. The lalitaji
advertisement 'as created to identify the brand 'ith common class.
.heel is targeted at the mass mar*et and at people moving up the economy ladder
from the lo'erBmiddleBclass segment.
Rin
Rin 'as traditionally, the detergent bar brand from 2!G. )n :;;<5s company
launched the Rin brand of detergent po'ders in order to fight the competitors by leveraging
on the strong brand enjoyed in the detergent bar mar*et. The detergent po'ders from the Rin
family areE
=D
Rin Sha*ti Po'der
Rin Supreme
%egmentation7 $argeting and Positioning of Rin
The brand is predominantly placed under the economy priced segment that emerged
'ith P and 85s introduction of Ariel Supersoa*er. This category consists of midB
priced segment detergents ranging from Rs. =CBC< per *g.
Positioned as the brand for superlative 'hiteness, it is focused on those 'ho 'ant
'hiteness of clothes above all else. )t is positioned bet'een .heel and Surf e(cel.
The brand is targeted more at customers 'ho are happy 'ith the Rin bar.
=F
6bjective
:BTo find ho' many customer li*e to use detergent .
0B To find out 'hich detergent company more focus on advertisement.
=BTo find out different detergent brands available in mar*et..
&BTo find out that 'hich detergent brand is more cleanness.
CBTo find out that 'hich detergent brand has better %uality.
DBTo find out that customer are satisfied 'ith Price of preferred brand.
FBTo find out promotion Satisfaction from different detergent brand.
HB To find out the effect users of Preferred detergent on their clothes.
=H
&4P(R$A'CE
:. The report is beneficial for both sellers and buyer of product.
0. The study is done on the basis of primary and secondary data. So it may useful for the
industries.
=. The study may help in finding ne' use of e(isting product.
&. The report is based on the Reponses of the population of 8ha-ipur mar*et. So it is so
much informative for finding the mar*et condition of the 8ha-ipur 3ar*et.
C. The report includes various charts and tables based on the responses of population so
it describes the sales estimation of 1etergent in 8ha-ipur mar*et.

=;
%C(PE
The purpose of the study is to obtain information about the company 'hich helps is
identification of problems and to determine the issues dimensions and magnitude to
enumerate. The scope of the studies also to provide information to facilitate the identification
of an opportunity or problems situation and to assistant manager in arriving at the possible
decision on 'hich such situation are encountered. The research has been done to *no' the
consumer behavior.
&<

Researc
Research is a purposeful investigation. )t is a scientific + systematic search for
*no'ledge + intimation on a specific topic research is use full + research objective can be
achieved if it is done in propose process.
4etodology
The 'orld methodology spell the meaning itself if the method used by the researches
in obtaining information. The data >information can be collected from primary sources +
secondary sources.@ By primary data 'e mean data collected by researches him for the first
time to collaborate the data 'hich has previously not been used is *no'n as primary data by
secondary data 'e mean the data collected from various published matters, a 3aga-ine
ne'spapers status of previous research report etc. )n other 'ords 'e can say that the data
'hich has already been used your different purpose by different people is *no'n as
secondary Primary data can be collected through %uestionnaire and personal intervie' as for
as concern my research is limited to dealers personality Secondary data are collected from the
various boo*s journals ne' spapereditional e(pert suggestions 'eb sites + internet + etc.
Research is a common language refers to a search of *no'ledge. Research is
scientific + systematic search for pertinent information on a specific topic, infect research is
an art of scientific investigation.
Research 3ethodology is a scientific 'ay to solve research problem. )t may be
understood as a science of studying ho' research is doing scientifically. )n it 'e study
&:
various steps that are generally adopted by researchers in studying their research problem. )t
is necessary for researchers to *no' not only *no' research method techni%ues but also
technology.
The scope of Research 3ethodology is 'ider than that of research methods.
The research problem consists of series of closely related activities. At times, the first step
determines the native of the last step to be underta*en. .hy a research has been defined,
'hat data has been collected and 'hat a particular methods have been adopted and a host of
similar other %uestions are usually ans'ered 'hen 'e tal* of research methodology
concerning a research problem or study. The project is a study 'here focus is on the
follo'ing pointsE
RE%EARC* DE%&G'
A research design is defined, as the specification of methods and procedures for
ac%uiring the )nformation needed. )t is a plant or organi-ing frame'or* for doing the study
and collecting the data.
1esigning a research plan re%uires decisions all the data sources, research approaches,
Research instruments, sampling plan and contact methods.
Researc design is mainly of following types8 ,
:. $(ploratory research.
0. 1escriptive studies
=. $(perimental
E9P1(RA$(R: RE%EARC*
The major purposes of e(ploratory studies are the identification of problems, the
more precise Iormulation of problems and the formulations of ne' alternative courses of
&0
action. The design of e(ploratory studies is characteri-ed by a great amount of fle(ibility and
adBhoc veracity.
DE%CR&P$&/E %$)D&E%
1escriptive research in contrast to e(ploratory research is mar*ed by the prior
formulation of specific research Suestions. The investigator already *no's a substantial
amount about the research problem. Perhaps as a Result of an e(ploratory study, before the
project is initiated. 1escriptive research is also characteri-ed by a Preplanned and structured
design.
E9PER&4E'$A1 DE%&G'8 ,
A casual design investigates the cause and effect relationships bet'een t'o or more
variables. The hypothesis is tested and the e(periment is done. There are follo'ing types of
casual designsE
). After only design
)). Before after design
))). Before after 'ith control group design
)V. Iour groups, si( studies design
V. After only 'ith control group design.
V). Aonsumer panel design
V)). $(posite factor design
The data analysis and interpretation conducted is the outcome of 1escriptive less and
e(ploratory research, 'hich generally denote the e(perimental structure of the appropriate heads in
aspect of objectves.
&=
PR&4AR: DA$A
These data are collected first time as original data. The data is recorded as observed or
encountered. $ssentially they are ra' materials. They may be combined, totaled but they
have not e(tensively been statistically processed. Ior e(ample, data obtained by the peoples.
%EC('DAR: DA$A
Sources of Secondary 1ata
Iollo'ing are the main sources of secondary dataE
;# (fficial Publications#
0. Publications Relating to $radeE
=. <ournal= 'ewspapers etc.E
&. Data Collected by &ndustry AssociationsE
C. )npublised Data
1ata may be obtained from several companies, organi-ations, 'or*ing in the same areas
li*e maga-ines.
Period of %tudyE This study has been carried out for a ma(imum period of & 'ee*s.
&&
Area of study 8 The study is e(clusively done in the area of mar*eting. )t is a process
re%uiring care, sophistication, e(perience, business, judgment and imagination for 'hich
there can be no mechanical substitute
%ampling Design 8 The Aonvenience sampling is done because any probability sampling
procedure 'ould re%uire detailed information about the universe, 'hich is not easily
available further, it being an e(ploratory research .
4etods of %ampling
Probability %ampling
)t is also ?no'n as random sampling. 2ere, every item of the universe has an
e%ual chance or probability of being chosen for sample. Probability sampling be ta*en inform
of E
%imple Random %ampling
A simple random sample gives each member of the population an e%ual chance . )t is
not a hapha-ard sample as some people thin*Y 6ne 'ay of achieving a simple is to number
each element in the sampling frame and then use random numbers to select the re%uired
sample. Random numbers can be obtained using your calculator, a spreadsheet, Printed tables
of random numbers, or by the more traditional methods of dra'ing slip of paper from a hat,
tossing coins or rolling dice.
%ystematic Random %ampling
This id random sampling 'ith a systemY Irom the sampling fame, a starting
pointis chosen at random, and thereafter at regular intervals.
%tratified Random %ampling
.ith stratified random sampling, the population is first divided into a number
of parts or 4strata5 according to some characteristic to be related to the major variables being
&C
studied. Ior this survey, the variable of interest is the citi-en5s attitude to the redevelopment
scheme, and the stratification factor 'ill be the value of the respondent5s homes. This factor
'as chosen because it seems reasonable to suppose that it 'ill be related to people5s attitudes.
Cluster and area %ampling
Aluster Sampling is a sampling techni%ue used 'hen natural# groupings are
evident in a statistical population. )t is often used in mar*eting research. )n this techni%ue, the
total population is divided into these groups >or clusters@ and a sample of the groups is
selected. Then the re%uired information is collected from the element 'ithin each selected
group. This may be done for every element in these groups or a sub sample of elements may
be selected 'ithin each of these groups.
'on Probability %ampling
)t is *no'n as deliberate or purposive of judge mental sampling. )n this type of
sampling every item in the universe does not have an e%ual, chance of being included in a
sample. )t is follo'ing type
Convenience %ampling
A Aonvenience Sample choose the individuals that are easiest to reach or sampling
that is done easy. Aonvenience sampling does not represent the entire population so it is
considered bias.
>uota %ampling
)n Suota sampling the selection of the sample is made by the intervie'er, 'ho has
been given %uotas to fill from specified subBgroups of the population.
<udgment %ampling
The sampling techni%ue used here in probability Z Random Sampling
&D
The Total sample si-e in :< profiles. ) have selected probability sampling method for
this research study.
%ampling Design for te researc, Aonvenience Sampling
%ampling %i!e 8 The Sampling si-e of the study is :<< users.
Data Collection
1ata is collected from various customer through personal interaction specific
%uestionnaire is prepared for collecting data. 1ata is collected 'ith more interaction and
farmal discussion 'ith different respondents and 'e collect data about investment pattern of
people by face contact 'ith the persons from 'hom the information is to be obtained >*no'n
as informants@ . The intervie'er as*s them %uestions pertaining to the survey and collects the
desired information.
%urvey Areas
3ahajan Toli
Subhash 9agar
Steemer 8hat
3ishra Ba-ar
3ahua Bag
Gal 1ar'aja
Police Gine
Vishesh'arganj
Type of 1ata E unpublished
Researc 4etod E 1escriptive research
%ampling metod E Aonvenience sampling
%ample si!e 8 :<< people
%ampling Area 8 8ha-ipur
&F
$ime period for study E & 'ee*s
># ;# Are you regular user of detergent?
>a@ Res >b@ 9o
Sl. 9o. !ser says 9o. of Respondent Percentage>O@
: Res ;< ;<
0 9o :< :<
Total :<< :<<
&H
0
10
20
30
40
50
60
70
80
90
100
Yes No
Analysis
After analysis the researcher found the about ;<O respondents say 4Res5 + :<O
respondent say 9o# 'ith respect to regular user of detergent
&nterpretation
After study the researcher found that most of the respondents use detergent.
&;
># @# 5ic Detergent brand do you use?
>a@ Surf $(cel >b@ Tide >c@ .heel >d@ Ariel >e@others
Sl. 9o. Brand 9o. of Respondent Percentage>O@
: Surf e(cel =C =C
0 Tide 0< 0<
= .heel 0C 0C
& Ariel :C :C
C 6thers C C
Total :<< :<<
C<
0
5
10
15
20
25
30
35
40
Surf
excel
Tide Wheel Ariel others
Analysis
After analysis the researcher found that about =CO respondents use Surf e(cel, 0<O
Tide, 0CO 'heel, :CO Ariel and rest CO use other brand
&nterpretation
After study the researcher found that most of the respondents use Surf e(cel.
C:
># A# 5ic BrandBs fragrance is better?
: Surf e(cel &< &<
0 Tide :C :C
= .heel 0C 0C
& Ariel :C :C
C 6thers C C
Total :<< :<<
C0
0
5
10
15
20
25
30
35
40
45
Surf excel Tide Wheel Ariel others
Analysis
After analysis the researcher found that about &<O respondents say Surf e(cel, :CO
Tide, 0CO 'heel, :CO Ariel and rest CO respondents says other brand5s fragrance is better.
&nterpretation
After study the researcher found that most of the respondents said that the fragrance
of Surf e(cel is better.
># C# 5ic brand as better stain removing Duality?
C=
: Surf e(cel =C =C
0 Tide 0< 0<
= .heel =< =<
& Ariel :< :<
C 6thers C C
Total :<< :<<
Analysis
C&
0
5
10
15
20
25
30
35
40
After analysis the researcher found that about =CO respondents say Surf e(cel, 0<O
Tide, =<O 'heel, :<O Ariel and rest CO respondents says others brand has better stain
removing %uality.
&nterpretation
After study the researcher found that most of the respondents said that the Surf e(cel
has better stain removing %uality.
># E# 5ic brands advertisement do you li0e most?
>a@ Surf $(cel >b@ .heel >c@ Tide >d@ Ariel >e@others
CC
: Surf e(cel =< =<
0 Tide =C =C
= .heel 0< 0<
& Ariel :< :<
C 6thers C C
Total :<< :<<
.
Analysis
CD
0
5
10
15
20
25
30
35
40
After analysis the researcher found that about =<O respondents li*e Surf e(cel, =CO
Tide, 0<O 'heel, :<O Ariel and rest CO respondents li*e others brand advertisement.
&nterpretation
After study the researcher found that most of the respondents li*ed the advertisement
of Tide Brand.
># F# 5ic one is your maGor source of getting information about your brand?
CF
>a@ Advertisements >b@ friends >c@ others >d@ Self
: Advertisement &< &<
0 Iriends 0C 0C
= 6thers 0< 0<
& Self :C :C
Total :<< :<<
Analysis
After analysis the researcher found that about &<O respondents have said
Advertisement, 0CO friends, 0<O other and rest :CO respondents says self major sources. .
CH

&nterpretation
After study the researcher found that most of the respondents have said that
advertisement is major sources.
># H# 5ic product gives te best result after use?
>a@ Surf e(cel >b@ Tide >c@ .heel >d@ Ariel >e@others
C;
: Surf e(cel =C =C
0 Tide :C :C
= .heel =< =<
& Ariel :C :C
C 6thers :< :<
Total :<< :<<
Analysis
After analysis the researcher found that about =CO respondents says Surf e(cel, =CO
Tide, 0<O 'heel, :<O Ariel and rest CO respondents says others product gives the best result
after use.
D<
0
5
10
15
20
25
30
35
40
&nterpretation
After study the researcher found that most of the respondents said surf e(cel gives the
best result after use.
># I# 5ic brand do you prefer because of reasonable price?
: Surf e(cel &< &<
0 Tide 0< 0<
D:
= .heel 0C 0C
& Ariel :< :<
C 6thers <C <C
Total :<< :<<
Analysis
After analysis the researcher found that about &<O respondents prefer Surf e(cel,
0<O Tide, 0CO 'heel, :<O Ariel and rest CO respondents Prefer others brand because of
reasonable price
&nterpretation
D0
0
5
10
15
20
25
30
35
40
45
After study the researcher found that most of the respondents Prefered Surf e(cel
brand because of reasonable price.
># J# 5ic brand do you prefer because of sales promotion activities?
: Surf e(cel &< &<
0 Tide 0< 0<
= .heel 0C 0C
& Ariel :< :<
C 6thers <C <C
Total :<< :<<
D=
Analysis
sales promotion activities.
&nterpretation
brand because of sales promotion activities.
D&
0
5
10
15
20
25
30
35
40
45
># ;K# 5ic brand do you prefer because of pac0aging?
: Surf e(cel &< &<
0 Tide 0< 0<
= .heel 0C 0C
& Ariel :< :<
C 6thers <C <C
Total :<< :<<
DC
0
5
10
15
20
25
30
35
40
45
Analysis
pac*aging.
&nterpretation
brand because of pac*aging
DD
># ;;# 5ic brand do you prefer because of cleanness?
: Surf e(cel &< &<
0 Tide 0< 0<
= .heel 0C 0C
& Ariel :< :<
C 6thers <C <C
Total :<< :<<
DF
0
5
10
15
20
25
30
35
40
45
Analysis
cleanness.
&nterpretation
brand because of cleanness.
DH
># ;@# 5ic brand do you prefer because of availability in te mar0et?
: Surf e(cel &< &<
0 Tide 0< 0<
= .heel 0C 0C
& Ariel :< :<
C 6thers <C <C
Total :<< :<<
D;
0
5
10
15
20
25
30
35
40
45
Analysis
availability in the mar*et.
&nterpretation
brand because of availability in the mar*et.
F<
Findings 3 Recommendation
)n 3y topic A comparative study of various detergent Po'der Brands available in 8ha-ipur
Aity.
) collect a lot of information about the detergent po'der in 8ha-ipur city. ) found that
:. After analysis the researcher found the about ;<O respondents say 4Res5 + :<O
respondent say 9o# 'ith respect to regular user of detergent
0. After analysis the researcher found that about =CO respondents use Surf e(cel, 0<O
Tide, 0CO 'heel, :CO Ariel and rest CO use others brand.
=. After analysis the researcher found that about &<O respondents say Surf e(cel, :CO
Tide, 0CO 'heel, :CO Ariel and rest CO respondents says other brand5s fragrance is
better.
&. After analysis the researcher found that about =CO respondents say Surf e(cel, 0<O
Tide, =<O 'heel, :<O Ariel and rest CO respondents says others brand has better
stain removing %uality.
F:
C. After analysis the researcher found that about =<O respondents li*e Surf e(cel, =CO
Tide, 0<O 'heel, :<O Ariel and rest CO respondents li*e others brand
advertisement.
D. After analysis the researcher found that about &<O respondents have said
Advertisement, 0CO friends, 0<O others and rest :CO respondents says self major
sources.
F. After analysis the researcher found that about =CO respondents says Surf e(cel, =CO
Tide, 0<O 'heel, :<O Ariel and rest CO respondents says others product gives the
H. After analysis the researcher found that about &<O respondents prefer Surf e(cel,
0<O Tide, 0CO 'heel, :<O Ariel and rest CO respondents Prefer others brand
because of reasonable price.
;. After analysis the researcher found that about &<O respondents prefer Surf e(cel,
because of sales promotion activities.
:<. After analysis the researcher found that about &<O respondents prefer Surf e(cel,
because of pac*aging.
::. After analysis the researcher found that about &<O respondents prefer Surf e(cel,
because of cleanness.
:0. After analysis the researcher found that about &<O respondents prefer Surf e(cel,
because of availability in the mar*et.

F0
Recommendations
:. A company should produce offer in their product + they give some gift
hamper 'ith their product as to ma*e core relationship 'ith customer.
0. Aompany should not only concentrate their minds to'ards fragrance of
detergent but they also completely concentrate their mind to'ards stain
removal ability of detergent.
=. A company should al'ays thin* about 'hole section of society means rich,
middle + poor because a company has to penetrate to'ards village area also.
&. A company should produce their product in small pac*et also so that poor
people can also able to use that product.
C. 1ue to better %uality of detergent it reduce 'ater consumption + time ta*en
for rising by C<O. )t is significant benefit given the acute 'ater scarcity in
most of )ndia.
F=
Conclusion
:. After study the researcher found that most of the respondents use detergent.
0. After study the researcher found that most of the respondents use Surf e(cel.
=. After study the researcher found that most of the respondents said that the fragrance
of Surf e(cel is better.
&. After study the researcher found that most of the respondents have said that the Surf
e(cel has better stain removing %uality
C. After study the researcher found that most of the respondents li*ed the advertisement
of Tide Brand.
D. After study the researcher found that most of the respondents said advertisement is
major sources.
F. After study the researcher found that most of the respondents said surf e(cel gives the
H. After study the researcher found that most of the respondents Preferred Surf e(cel
brand because of reasonable price.
F&
;. After study the researcher found that most of the respondents Preferred Surf e(cel
brand because of sales promotion activities.
:<. After study the researcher found that most of the respondents Preferred Surf e(cel
brand because of pac*aging.
::. After study the researcher found that most of the respondents Preferred Surf e(cel
brand because of cleanness.
:0. After study the researcher found that most of the respondents Preferred Surf e(cel
brand because of availability in the mar*et.
FC
1imitation
The study e(tends to the small area only as the sample is collected only from the city. So, the
findings of it could not be generali-ed for 'hole scenario. Also, the study suffers from
various limitations li*eEB
!nder the consideration of time and cost, the study 'as confined to a small
sample si-e and area so that it is easily accessed.
The detergent industry is very broad and all of them could not be properly
covered by a scholar. So, only C brands detergent po'der has been covered
in this study.
The sampling design could be many types but only one techni%ue have been
focused in the study.
The sample design chosen for the study is convenience sampling 'hich is not
the accurate method for study.
This research is only base on primary data.
The resonance of the respondent is also not up to the mar* 'hich acts as a
limitation for the study.
)n this study time period is limited because for this study & 'ee* has been
given.

FD
>)E%$&(''A&RE

9ame E
8ender E Age
6ccupation E
Address E
S. :. Are you regular user of detergent/
>a@ Res >b@ 9o
S. 0. .hich 1etergent brand do you use/
S. =. .hich Brand5s fragrance is better/
S. &. .hich brand has better stain removing %uality/
S. C. .hich brands advertisement do you li*e most/
>a@ Surf $(cel >b@ .heel >c@ Tide >d@ Ariel >e@others
S. D. .hich one is your major source of getting information about your brand/
>a@ Advertisements >b@ friends >c@ others >d@ Self >e@others
S. F. .hich product gives the best result after use/
>a@ Surf e(cel >b@ Tide >c@ .heel >d@ Ariel >e@others
FF
S. H. .hich brand do you prefer because of reasonable price/
S. ;. .hich brand do you prefer because of sales promotion activities/
S. :<. .hich brand do you prefer because of pac*aging/
S. ::. .hich brand do you prefer because of cleanness/
S. :0. .hich brand do you prefer because of availability in the mar*et/

FH
BIBLIOGRAPHY
B((2%
:. Aa*er, 1avid A, and 3yers, "ohn 8 Advertising 3anagement 0<<:, Second
edition Prentice hall 9e' 1elhi.
0. Rathor B.S. Advertising management Second edition 2imalaya publishing
house.
=. Abercombie, 9icholas Television and Society :;;D $dition Blac*'ell
Puslishers.
&. Barnou'', $ric 8erbner, 8eorge Schramm, .ilbur .orth, Iobia 8ross, Garry
)nternational encyclopedia of communication, :;;D edition, Routiedge publishers.
C. Batra, Rajeev 3yers, 8. "ohn Aa*er, A 1avid Advertising management 0<<:
edition Prentice hall of )ndia 9e' 1elhi.
D. 1yer, 8illian Advertising as communication :;H0 edition Routledge
publishers.
F. 6[8uinn, Thomas A Allen, Ahrist Semeni*, Richard ", Advertising, Second
edition South .estern Aollege Publishing.
H. .ilmshurt, "ohn 3ac*ay, Adrian The Iundamentals of Advertising :;;;
edition )SBA Publishers.
;. The 3ar*eting "ournal, volume X (vii, September :D 0<<&
F;
:<. )ndia Today, april :D, 0<<F
::. Iran-en, 8iep, Advertising $ffectivenessE Iindings from empirical study
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:=. ?othari, A. R. Research methodology
&'$ER'E$
'''.altavista.com
'''.google.com
'''.1etergent.com

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