Escolar Documentos
Profissional Documentos
Cultura Documentos
bathing soaps
(ALLAHABAD REGION)
M.B.A.
GAURAV KUMAR
SHARMA
M.B.A. (2007-2009)
ACKNOWLEDGEMENT
I, GAURAV KUMAR SHARMA, MBA Student in Khandelwal
College of Management Science & Technology, Bareilly is
highly grateful to all those who guided me in completing this
project.
First of all, I would like to pay my heartiest thanks to entire
family of ITC Ltd especially Mr. Riaz Ahmad Khan (AE) who
provided me such a wonderful opportunity to do Summer
Training and provided his valuable suggestions in
understanding the work of Research Project.
I would like to thanks Mr. Nazir hussain (AE) who has given
solutions to each problems or confusions I had in my mind and
paved my way for accomplishing research.
Last but not the least, I would like to thanks all faculties at KCMT,
Bareilly who gave me the useful tips and suggestions regarding
project. I would like to thanks Mr. Swatantra Kumar (Prof. Marketing)
for imparting his valuable guidance to me.
GAURAV KUMAR
PREFACE
Soap industry is one of the most competitive and prominent
part of FMCG industries. Since many conglomerated business
companies to earn or to maximize profit are investing their
capital in this segment, by launching varied and innovative
soaps consist of different attributes to stand for consumer
preferences. Most of the companies are adopting very resilient
strategies, for the product promotion. It has opened the new
avenues for sales by schemes and distribution strategies.
The Personal Care Industry is estimated at over 18,500 Cr and
the categories of immediate interest for ITC are Soap &
Shampoo, in which soap business is in the single largest
category at about Rs. 6280 Crores.
ITC is Indias largest consumer goods company touching the
lives of two out of three Indians with distinct categories in
home & personal care products, with brands that help people
feel good, look good, and get more out of life.
To know the consumer preference for their specific purchase is
crucial to an organization to enhance sales by the provision of
renovative products according to consumer needs and
demand ,I have tried to make an exhaustive analysis of the
consumer satisfaction on purchasing Vivel soap particularly
my project is an aid to determine the preferences of ultimate
consumers for soap.
Table of Contents
1. Executive Summary
6-7
2. Project object
3. Introduction
10 - 25
4.
Company profile
27 - 34
Theoretical background
36 - 41
6.
Research Methodology
43 - 44
7.
Research Questions
46
8.
48
- 60
9.
Competition
62 - 68
10.
Recommendations
70 - 72
11.
SWOT Analysis
74 - 75
12.
Conclusion
77
13.
Limitations
79
14.
Learning
81 - 82
15.
Annexure
84 - 87
18.
Bibliography
90
Executive Summary
The objective of the project was to study the satisfaction level
of the consumers and criteria for their preference of Vivel
soap and accordingly prepare the competitive update, i.e.
Vivel Vs other soaps, to facilitate sales.
The nature of the project involved a comprehensive market
survey in which the consumers of Vivel soap were given a
structured questionnaire. The type of sampling method
adopted was convenience sampling, since the aspect which
had to be measured, was an intangible one.
The sample size taken for the analysis of the project was 150.
This was broken down into students, housewives,
businessmen and regular employees, randomly. With the help
of the questionnaire I was able to get the satisfaction level of
consumer for Vivel soap and important factors which a
consumer prioritizes while selecting soap.
The project was carried out in the following sequence of steps:
Theoretical study of soap industry in general.
Understanding the product i.e. Vivel soap and the
features/benefits.
For
detailing
of
the
product
PROJECT OBJECTIVE
As we see that in present scenario there is a cutthroat
competition in FMCG sector. Each and every offering several
facilities to their consumers related to convenience and
satisfaction.
So I have been assigned a project to find out the Analysis
of consumer satisfaction and their perception for Vivel
bathing soaps ITC Limited.
My project objective
Find out customers choice & criteria for Vivel bathing
soap.
Problem associated with Vivel soap
To know the customers choice & criteria of various other
soaps in Allahabad region.
Consumers perception.
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12
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are ever alert to serve the public better. I hope those of you
who are already working in the industry will derive much
pleasure from it
Industry Overview
The price of the premium segment products is twice that of
economy segment products. The economy and popular
segments are 4/5ths of the entire soaps market. The
penetration level of toilet soaps is 88.6%. However, the per
capita consumption of soap in India is at 460 grams per
annum,
In India, soaps are available in five million retail stores, out of
which, 3.75 million retail stores are in the rural areas.
Therefore, availability of these products is not an issue. 70%
of India's population resides in the rural areas; hence around
50% of the soaps are sold in the rural markets.
Growth
With increase in disposable incomes, growth in rural demand
is expected to increase because consumers are moving up
towards premium products. However, in the recent past there
has not been much change in the volume of premium soaps in
proportion to economy soaps, because increase in prices has
led some consumers to look for cheaper substitutes.
ITC introduced Essenza Di Wills, an exclusive range of fine
fragrances and bath & body care products for men and
women in July 2005. Inizio, the signature range under
Essenza Di Wills provides a comprehensive grooming
regimen with distinct lines for men (Inizio Home) and women
(Inizio Femme). Continuing with its tradition of bringing
world class products to Indian consumers the Company
launched 'Fiama Di Wills', a premium range of Shampoos,
Shower Gels and Soaps in September, October and December
2007 respectively. The Company also launched the 'Superia'
range of Soaps and Shampoos in the mass-market segment at
select markets in October 2007 and Vivel De Wills & Vivel
range of soaps in February and Vivel range of shampoos in
14
June
Segments
Premium
Upper Mid
Mid nat
Mid
Economy
Industry total
2008.
ITC brands
FIAMA DI WILLS
VIVEL DI WILLS
(Vitalite premium)
VIVEL
(Vitalite popular)
Superia
15
VIVEL DI
WILLS
VIVEL DI WILLS
Sheer Radiance
75g, 3 X75gm
Sheer crme
75g, 3 X75gm
VIVEL
Young Glow
45g, 100g,
2x100g
Satin soft
45g, 100g,
2x100g
Sandal Sparkle
45g, 100g,
2x100g
Ayurveda
Essence
75g, 2 X75gm
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Variants
Vivel Di Wills has a portfolio of 2 variants. Both the variants
have Actipro-N that Nourishes, Protects and Hydrates skin.
a) Sheer Crme: White soap that is enriched with Sea
Butter to moisturize skin.
b) Sheer Radiance: Pink soap that is enriched with Olive
oil to leave a beautiful radiant skin.
Vivel is coined word it is a nice sounding name with beauty
connotations. The brand name has been found suitable for
soaps; at the same time has high degree of premium-ness and
quality associated with it.
Vivel has a portfolio of 4 variants. All variants contain ActiproN and have differentiated skin benefits.
One of the unique attributes about the Vivel range of soaps is
that they have striations. Which makes it aesthetically
superior to the competition No other soap in the market has
this feature. This feature has been liked by the consumers
overwhelmingly. It scores high on likeability, premium ness,
and uniqueness. These striations stay in the soap till the last
wash which again is unique in the industry
Since fragrance is an important parameter, all our fragrances
have been developed by International Fragrance Houses and
have been tested for Superiority.
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Young Glow
Features:-
Satin Soft
18
Features:
Sandal Sparkle
19
Features:
Ayurveda Essence
20
Features
21
Variant
Skin
Benefit
Young Glow
Glowing Skin
Pink Marbellised
Satin Soft
Soft Skin
White
Sandal
Marbellised
Aesthetics
Ingredients
Vitamin E + Frui
Infusions
Vitamin E + Alo
Vera
Sandalwood Oil &
Active Clay
Ayurveda
Essence
Healthy Skin Green Plain
20 Ayurvedic Extract
The brand proposition consists of 2 strong legs:
1) Rational Benefit:
Care for your skin through Nourishment, Protection and
Hydration.
a) The confluence of these 3 benefits through one product
is a highly relevant & differentiated proposition.
b) Rational relevance from consumer research - Superior
skin care benefits & all in one.
2) Emotional benefit:
1. PRICING
Vivel variants have been benchmarked to Lux for pricing.
BRAND
Lux
Vivel
Ayurveda
Medimix.
45
6
6
Essences
MRP
100
16
16
pricing
2 X 100
NA
30
has
been
benchmarked
to
23
BRAND
Hamam
Medimi
x
Vivel
45
6
6
75
NA
14
14
MRP
100
125
15
NA
NA
19
75 x 2
NA
NA
26
2. DISTRIBUTION
A. Placement
Benchmark for availability will be as follows:
Vitalite Premium will be benchmarked to Lux International
Vitalite Popular will be benchmarked to the leading brand. In
UP the lead brand is Lux
24
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Evolution:
Tough the first six decades of the Company's existence
were primarily devoted to the growth and consolidation of
the Cigarettes and Leaf Tobacco businesses.
In 1985, ITC set up Surya Tobacco Co. in Nepal as an IndoNepal and British joint venture. Since inception, its shares
have been held by ITC, British American Tobacco and
various independent shareholders in Nepal. In August 2002,
Surya Tobacco became a subsidiary of ITC Limited and its
name was changed to Surya Nepal Private Limited
(Surya Nepal).
31
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this need has put you on the market, you begin to ask your
friends for recommendations regarding dealerships and car
models. After visiting several dealerships, you test drive
several models and finally decide on a particular model. After
picking up your new car, you have doubts on the way home,
wondering if you can afford the monthly payments, but then
begin to wonder if instead you should have purchased a more
expensive but potentially more reliable model. Over the next
five years, the car has several unexpected breakdowns that
lead you to want to purchase a different brand, but you have
been very happy with the services of the local dealership and
decide to again purchase your next car there.
In this particular case, the following generic model of
consumer decision-making appears to hold:
========> Need recognition
=========> Information search
==========> Evaluation of alternatives
==========> Purchase decision
==========> Post purchase behavior
Now consider the purchase of a quart of orange juice. You
purchase this product when you do your grocery shopping
once per week. You have a favorite brand of orange juice and
usually do your grocery shopping at the same store. When
you buy orange juice, you always go to the same place in the
store to pick it up, and never notice what other brands are on
the shelf or what the prices of other brands are. How is it that
the generic model above works differently in this second
scenario? Why does it work differently? Why would we
generally need the ministrations of a sales person in the sale
of a car, but we generally do not need the help of a
salesperson in the purchase of orange juice?
How can the marketer of orange juice get a consumer like you
to exert more effort into information search or to consider
alternative products? How is it that the marketer of your
brand got you to ignore alternative competing brands? What
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motivation etc.
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other people are satisfiers who will stop shopping when they
believe that they have found something that is good enough.
Lifestyle and Psychographics
Lifestyle is a pattern of living expressed through a
persons activities, interests, and opinions.
Psychographics is a technique for measuring personality
and lifestyles to developing lifestyle classifications.
Motivation: multiple motives
Consumers usually have multiple motives for particular
behaviors. These can be a combination of:
Manifest
Known to the person and freely admitted
Latent
Unknown to the person or the person
Involvement has to do with an individuals
Intensity of interest in a product and the
Importance of the product for that person
The purchase of a car is much more risky than the purchase of
a quart of orange juice, and therefore presents a higher
involvement situation. This modifies the way that the generic
model works. As involvement increases, consumers have
greater motivation to comprehend and elaborate on
information salient to the purchase.
TYPES OF CONSUMER PROBLEM-SOLVING PROCESSES
37
Routine problem
Used when buying frequently purchased, low cost items
Used when little search/decision effort is needed
E.g., buying a quart of orange juice once per week
Limited problem solving
Used when products are occasionally purchased
Used when information is needed about an unfamiliar
product in a familiar product category
Extended problem solving
Used
when
product
is
unfamiliar,
expensive,
or
infrequently purchased
E.g., buying a new car once every five years
POST-PURCHASE CONSUMER BEHAVIOR
Satisfaction
After the sale, the buyer will likely feel either satisfied or
dissatisfied. If the buyer believes that he received more in the
exchange than what was paid, he might feel satisfied. If he
believes that he received less in the exchange than what was
paid, then he might feel dissatisfied. Dissatisfied buyers are
not likely to return as customers and are not likely to send
friends, relatives, and acquaintances. They are also more
likely to be unhappy or even abusive when the product
requires post-sale servicing, as when an automobile needs
warranty maintenance.
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small areas and from each area I have assigned the quota of
consumers for different places to get their responses.
Sample Design:
Sample Size: 150
Execution: I distributed Allahabad region into four zones. The
consisted areas of each zone are listed below. The approach
as straight forward in the car parking, I approached the
customers directly and requested them to fill the
questionnaire. I also visited big bazaar and taken valuable
responses of my questionnaire from various buyers of Vivel
soap.
The areas covered by me are:
Zone 1: Meerapur, Attarsuiya, Kalyani devi, Malviya nagar.
Zone 2: Mutthiganj, kidganj, Gaughat, baluaghat.
Zone 3: Katra, Allahpur
Zone 4: Bai ka bagh, Behrana, Naini
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Research Questions
Q-1.
about
the
customers
Q-2.
42
Q-3.
Q-4.
43
Percentage of consumers
TV Advertisement
48
Magazines
12
27
Other medium
13
44
Percentage of users
24
25
12
39
45
Percentage of users
8
14
16
7
4
20
18
9
5
46
48
49
50
51
52
53
k)
Income group
in
Percentage
respondents
Below 5000
47
37
12
the
form
of
of
54
Percentage
respondents
81
19
of
55
Brands
Lux
Reasons of usage
a) long lasting sweet smell
b) Reliable
FDettol
a) anti-allergic,
b) Hygienic
56
Pears
a) glycerin
b) Moisturizes the skin
c) Brighten the skin tone
Dyna
a) cost effective
b) Lower consumption rate
Lyril
a) fragrance
57
59
61
62
HUL
is
the
market
leader
(over
followed by Wipro, Dorcas and Godrej
50%
MS)
64
1.
Visibility:
65
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68
SWOT ANALYSIS
STRENGTH
Product of Well known multi national company.
Wide customers range.
Competitive products.
High value of company image.
Quality appreciation from consumer.
WEAKNESS
Paucity of outlet visibility.
Low trade awareness.
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When I went to the market for sales, people were aware about
the brand except few but due to limited number of outlets in
the beginning we found great problems in convincing massive
customers for buying the new bathing bar. When I came to
know about the choice and criteria for choosing the soap,
while marketing the product, I got known that there are many
factors which influence its preference like fragrance, quality,
lather, durability, and cost and the increment in cost of the
product just after launching of it has loose impact from the
consumers/customers.
Ultimately
in
the
period
of
approximately 40 days of selling period it was very tough to
make sales easy.
Though ITC has a good brand image but has a tough
competition by many other companies which are very well
established gradually. And price effectively for cheaper soap is
slightly higher for poor or less earning people, since there are
many soaps which is preferred by lower strata is amounts
more and we have no competition for that segment. The
whole market is not targeted since company has segmented
the product for only three segments higher middle and lower
class but not concerned for the high population living below
poverty line or tantamount.
Intermediates and salesmen are doing well by implicating
push technique essential for the sales promotion of new
product (in comparison to competitors).Among the FMCG and
PERSONAL CARE products we earn more in FMCG due to its
demand so more stress is given on this segment.
72
LIMITATION
Small sample size may not represent the entire industry
as survey area was very small.
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74
75
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b) Magazines
d) others
Because: _____________________________________________
3. What influence you to buy Vivel?
a) Attractive packaging
c) Fragrance
b) Brand Name
d) Advertisement
b) Quality
d) Lather
b) No
b) No
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a) Always
d) Not at anti conditions
b) mostly
d) not long lasting
b) No
b) Only children
d) all of these
10. How can you compare Vivel with the costlier soap you ever have used?
a) Average
c) Similar
b) better
d) assorted differentiated
12. Do you recommend Vivel to your friends and other family members?
a) Sometimes
c) When asked
b) generally not
d) mostly
b) Godrej no1
d)Cinthol
Please mention if any other --------14. What more you expect from Vivel?
Or
Any suggestion for improvement in Vivel
a) Yes ___________________________________________
b) No
15. Do you feel Vivel to be a value for money?
a) Yes
b) No
Because, ________________________________________
16. Income:Below 5000
Between 5000 15,000
Between 15,000 25,000
More than 25,000
Name ____________________________________________
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Occupation________________________________________
Address_________________________________________
Phone No. /mobile no if any ________________________
-: Thanks for your kind cooperation:Note: this questionnaire is purposively for the analysis of consumer satisfaction and their perception for Vivel soap.
Submitted by:
G A U RAV K U M A R S H A R M A
Roll No. :
80
DECLARATION
Analysis
of
consumer
81
Books
82
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