PROJECT REPORT

(Submitted for the Degree of B, Com, Honors in Accounting & Finance under the
University of Calcutta)

TITLE OF THE PROJECT

AN OVERALL VIEW OF MARKETING & PROMOTIONAL STRATEGIES OF THREE

MAJOR SOAP MANUFACTURING COMPANIES IN INDIA

Submitted by

Name of the candidate : SOUMI DEY

Name of the college : ACHARYA GIRISH CHANDRA BOSE COLLEGE

Registration No : 141-1211-0474-18

College Roll No : 18110144

CU Roll Number : 181141-11-0144

Supervised by

Name of the Supervisor:

Name of the College: ACHARYA GIRISH CHANDRA BOSE COLLEGE

Month and Year of Submission

, 2021

1
Annexure - 1 A

SUPERVISOR’S CERTIFICATE

This is to certify that MS.SOUMI DEY a student of B.Com. Honors Accountancy

and Finance in Business of ACHARYA GIRISH CHANDRA BOSE COLLEGE under
the University of Calcutta has worked under my supervision and guidance for
his project work and prepared a Project Report with the title AN OVERALL
VIEW OF MARKETING & PROMOTIONAL STRATEGIES OF THREE
MAJOR SOAP MANUFACTURING COMPANIES IN INDIA which he is
submitting is his genuine and original work to the best of my knowledge.

Place: Kolkata Signature:

Date:
Name: SOUMI DEY
ACHARYA GIRISH CHANDRA BOSE COLLEGE

2
Annexure-1 B

Student's Declaration

I hereby declare that the Project Work with the title AN OVERALL VIEW OF
MARKETING & PROMOTIONAL STRATEGIES OF THREE MAJOR SOAP
MANUFACTURING COMPANIES IN INDIA Submitted by me for the partial
fulfillment of the Degree of B. Com. Honors in Accounting & Finance in business
under the University of Calcutta is my original work and has not been
submitted earlier to any other University/Institution tor the fulfillment of the
requirement of any course of study.

I also declare that no chapter of this manuscript in whole or In part has been
incorporated in this report from any earlier work done by others or by me.
However, extracts of any literature which has been used for this report has
been duly acknowledge providing, details of such literature in the references.

Place: KOLKATA Signature:

Date:
Name: SOUMI DEY
Address: BELGHARIA
Kolkata: 700056
Registration No: 141-1211-0474-18
College Roll No: 18110144

3
ACKNOWLEDGEMENT

This Project Report has been submitted for the partial fulfillment of
Honours Degree.
At first I express my heartiest gratitude to Dr. Swarup Sen (HOD) and
Prof. Saibal Guha (Project Supervisor) for their guidance during the
Project Work.
I am grateful to Prof. Sanjay Roy, Prof. Basudeb Sandhukhan, Prof.
Badal Barai and all other teachers of Acharya Girish Chandra Bose
College for their valuable suggestions.
I express my sincere thanks to our Librarian Smt. Manju Roy
Choudhury, Smt. Pratima Saha and all staff member of our Library
Department for their kind co-operation during the execution of this
Project Work.

DATE:

4
TABLE OF CONTENT
TOPIC
CHAPTER 1 : INTRODUCTION
1.1.BACKGROUND
1.2.TYPE OF STUDY
1.3.OBJECTIVES OF THE STUDY
1.4.METHODOLOGY
1.5.LITRERATURE REVIEW
1.6.LIMITATIONS OF THE STUDY
1.7.CAHAPTER PLANNING
CHAPTER 2 : CONCEPTUAL FRAMEWORK
2.1.PROMOTION
2.2.PROMOTION MIX
2.3.PROMOTIONAL STRATEGY
2.4.HINDUSTAN UNILEVER LIMITED
2.5.RECKITT AND BENCKISER
2.6.ITC LIMITED
CHAPTER 3 : PRESENTATION OF DATA. ANALYSIS AND
FINDINGS
3.1.HINDUSTAN UNILEVER LIMITED
3.2.RECKITTAND BENCKISER
3.3.ITC LIMITED
CHAPTER 4 : CONCLUSION AND RECOMMENDATION
4.1.HINDUSTAN UNILEVER LIMITED
4.2.RECKITT AND BENCKISER
4.3.ITC LIMITED
BIBLIOGRAPHY :
5.1.BIBLIOGRAPHY
5.2.WEBLIOGRAPHY
ANNEXURE
6.COMAPARATIVE QUESTIONNAIRE

5
INTRODUCTION

6
BACKGROUND :-
Marketing is considered as the core function of any business activity across the
globe. Marketing has immense importance because it has-a direct link with the
customers, which in turn affects the revenue generating capacity of the
business. It is not a single activity, rather a group of activities that can
collectively be called as Marketing,
The American Marketing Association explain marketing as 'the process of
planning and executing the conception, pricing, promotion and distribution
of ideas, Goods and services to create exchanges that satisfy individual and
organizational goals.

From marketing, a more detailed and elaborate concept can be derived

and this is MARKETING MIX. Philip Kotler defines marketing, mix as 'the set
of marketing tools that the firm uses to pursue its marketing objectives in
the target market.' E. Jerom McCarthy grouped the activities of marketing
mix into 4 P's of marketing, these are :

Product:
Product is benefit which is offered to the customers in exchange for a price.
Product may be tangible or intangible. Tangible products are those which have
a particular size, colour, shape and other physical characteristics, while
intangible products may also be called as services. These include insurance,
banking, tourism, hospitality etc.
ln marketing mix decisions related to product design, features, quality,
quantity, branding etc. are carried out.

Price:
Price is the amount of money charged by the producer in exchange of one
unit of the product/service produced by him. other word it is the amount
money paid by the customer to own one unit of a particular product.
While setting the price of a product/service some key factors such as cost of
production, maximization of profit should be kept in mind.

Place :
Place refers to the location where the product will be available for sale or
purchase. It includes proper distribution system, so that the potential
customers can get hold of the product is easily.

7
Promotion:
Promotion can-be said as the set of all those activities which are undertaken by
the producer , so that the potential customers come to know about the product
/ service offered for sale. It includes :
* Advertising
* Sales promotion
* Personal selling
* All these can jointly be called as promotion mix.

TYPE OF STUDY :
This is an analytical study. In this : context, we study the different change in the
pattern of those strategies in respect of advertisement in electronic media over
a period of time.
OBJECTIVES OF THE STUDY:
The objectives of this study are as follows :

To study the promotional strategies adopted by

* HINDUSTAN UNILEVER
* I.T.C
* RECKITT BENCKISER

In respect of advertisement in electronic media.

*A comparative analysis of those three companies regarding the advertisement

strategies bins electronic media.

METHODOLOGY :-
Area of study : The area of study selected for the Project is Promotion strategy.
To be more precise, it studies the trends in the electronic media advertising in
the recent period of time. The product selected is consume goods (bathing bar).
For the study, we have selected three reputed companies in the FMCG market
namely: HINDUSTAN UNILEVER LIMITED, RECKITT AND BENCKISER and I.T.C
LIMITED.

8
Sample selection : The sample selection for this project is entirely
Questionnaire based. People in DumDum Kolkata, India, have been questioned
and findings have been made after the analysis of the answers received
thereto. All the Questionnaires have been attached at the annexure chapter of
the project work. The sample Size has been kept limited to 60 people total,
comprising of, middle aged men, college students and young ladies.

Data collection process :The very first step in the process of data collection was
the preparation of short and simple Questionnaires.

Secondly, those Questionnaires were handed over to the people (personally)

with the requisition to answer the questions as effectively as possible.

Thereafter, the answers received were analysed according to the different

categories and sub categories and based on each section, charts were
prepared for better understanding and presentation.

Tools of analysis : To analyse the information collected, we have taken

the help of Statistical Tools such as Pie Chart and Bar diagram.

9
LITERATURE REVIEW:-
For the preparation of this project work, some information has been collected
from the following books :

PRINCIPLES OF MARKETING AND E- COMMERCE by IshitaLahiri and Sujit Kumar

Ghosh (Pearson publications).

ENTREPRENUERSHIP AND DEVELOPMENT-by Central Board Of Secondary

Education, (N. C. E. R. T).

Limitations :-
Lack of availability of accurate data.

Time consuming.

Lack of prior research studies on the topic.

CHAPTER PLANNING :-
The study, as we have framed is mentioned here under :

Chapter one: Introduction

Chapter two: Conceptual Framework
Chapter three : Company Profile.
Chapter four : Presentation of Data, Analysis, Findings
Chapter five : Conclusion and Recommendation.
Chapter six: Bibliography and annexure.

10
11
In this project, the field of study is the promotion strategies adopted by 3
companies. At first we shall discuss about what is meant by promotion,
promotion mix and promotional strategy.

PROMOTION:
According to IsitaLahiri, promotion can be defined as "a set of well coordinated
activities that aim at providing information to buyers in order to change or
reinforce their behaviourfavourably, so that the product can move from the
seller's end to the buyer's end."

It includes all those activities which persuade or convince the customers to buy
the product.

PROMOTION MIX:
Promotion mix refers to the different or tools used by the sellers for promoting
their products in the market. These are :

Advertising
Sales promotion
Personal selling
Direct marketing
Public relations

Advertising refers to paid form of promotion activity undertaken by a company

or a producer to make its product known to the consumers.

Advertising can be done in many ways and through different mediums like,
radio, newspapers and magazines, T. V. and WEBSITES, hoardings, etc.

Advertising involves very huge costs. Hence only sound business houses can
afford to advertise on a large scale.

12
PROMOTIONAL STRATEGY :
It refers to the act of combining the elements of promotion mix to obtain
better results.
There are 2 types of promotional strategies each of which have been discussed
below :
PUSH STRATEGY :
In push strategy the company develops such a promotional program where
The product is pushed towards the next level by the intermediaries. For Ex-
the company pushes the product to the wholesalers, the wholesalers to the
retailers and finally the product is pushed down to the consumers following
the same path. This can be understood from the following diagram :

PRODUCER-> WHOLESALER-> RETAILER-> CONSUMER

PUSH STRATEGY

PULL STRATEGY :
This approach is just the opposite if the push strategy. Here, the customers Go
to retailers for a product. The retailers then ask the wholesalers who in tum
ask the producer to supply that product. It is called pull strategy because it
pulls the demand of a product. This strategy takes time to materialize the sale
when compared to the push strategy. This is a customer oriented approach. It
can be understood from the diagram given below:

CONSUMER-> RETAILER-> WHOLESALER->PRODUCER

PULL STRATEGY

13
Hindustan Unilever Limited is India 's fastest growing consumer goods
company. Since 80 years, it has been touching lives of millions of customers
across India.

Way back in 1931, Unilever set up its first Indian subsidiary-Hindustan

Vanaspati Manufacturing Company, followed by Lever Brothers India Ltd.
(1933) and United Traders Ltd. (1935). These three companies joined to form
HUL in November 1956.

HUL has a line of products from food and beverages to cosmetics and personal
care and home and lifestyle ; like KISSAN. BRU, DOVE, PONDS, FAIR AND
LOVELY, LAKME, ELLE 18, PEARS, CLINIC PLUS, PEPSODENT, LUX, CLOSE UF,
SURF EXCEL, LIFEBUOY, AXE, WHEEL, V/M, MODERN BREAD, RED LABEL TEA,
VASELINE and a lot more.

The company has around 16,000 employees and an annual turnover of INR
30170 CRORES (financial year 2014-2015). HULIs a subsidiary of Unilever, one
of the leading suppliers of Fast Moving Consumer Goods (FMCG) Products
Unilever has 67.25% of shareholding in HUL.

In October 2013, the company completed 75 years of CORPORATE EXISTANCE

in India.

14
Reckitt Benckiser is a multinational consumer goods company. It was
founded by Jhoann A Benckiser in Germany in 1823, and it went in public in
1997.

Reckitt and sons started a mill business in England in 1840. It later diversified
into household products as well. In 1983 Reckitt and sons merged with J. & J,
Colman and became RECKITT AND COLMAN LTD .

The company was formed as merger between, Britain's Reckitt & Colman
plc and Benckiser in December 1999, leading to the present day RECKITT
BENCKISEFZ.

In 2014, the name has been shortened as-RB.

RB has a wide range of products-DETTOL, STREPSILS, AIRWLCG, VEET,CALGON,
VANISH, CLEARSIL, LYSOL, and MYSIL.

15
The IMPERIAL TOBACCO COMPANY was established in 1910. In the earlier
decades its business was mainly confined to TOBACO products.

The company was renamed as INDIAN TOBACO COMPANY LIMITED in the

year 1970, when it diversified its business. It was again changed to I. T. C. Ltd in
1974 and subsequently to ITC Itd in 2001. It has its headquarters in Kolkata,
West Bengal, India.

Its major cigarette brands are : WILLS, GOLD FLAKE, GOLD FLAKE KINGS, GOLD
FLAKE PREMIUM, GOLD FLAKE SUPER STAR, CLASSIC, SILK CUT, 555, DUKE ANR
ROYAL.

Its other business areas. are follows, along with the brand names :

FOOD : kitchens of India, Aashirvad, Sunfeast, Bingo and Yippie.

APPAREL: Wills lifestyle and John Players.

STATIONERY :Classmate, Paperkraft and Colour Crew.

PERSONAL CARE PRODUCTS : Fiamma Di Wills, Essenza Di Wills,

VIVEL, superia and engage,

Other areas Include hotels, aggarbattis and ITC INFOTECH INDIA.

16
PRESENTATION OF
DATA ANALYSIS
AND FINDINGS

17
Now,Considering the borderline of this project,a perticuler product has
been selected for the purpose of our study “LUX”00.

LUX is one of the world's most famous iconic beauty bar. It has been the most
favorite brand in the range of bathing bars for past 80 years in India. Its price is
middle-ranged which makes it easily affordable for the middle income groups.
Starting from small grocery stores to large departmental houses, finding the
different varieties of this product is a surity. We shall now see the changes in
the strategies of promotion of this product over past few years.
LUX has many variants :

• LUX ALMOND
• LUX ORCHID
• LUX FRUIT
• LUX PEACFI & CREAM
• LUX SAFFRON
• LUX ROSE
• LUX SANDALWOOD
• LUX CHOCOLATE
• LUX HONEY GLOW
• LUX FRESH SPLASH etc.
It also has a wide range of deodorants and body wash. LUX comes with an
attractive packaging and easy to recognize label and designing.

18
Package size-100 gm, 120 gm, 150 gm.
Launched-Minilux-45 gm at Rs 5.
SALES PROMOTION AND ADVERTISING :
Sales promotion is a key process to communicate and connect with the
customers and leave an impression on their mind. Effective sales promotion
technique has the ability to persuade the customers to buy their product.

Sales promotion can be done in many ways, using different medias like- print
media, electronic media advertising.

LUX has a background of excellent and innovative ways of advertising to boost

its sales. It has always used most favorite actresses and movie stars as its
brand ambassadors. In India Madhubala, Nargis, Meenakumari, Sridevi, Rekha,
Madhuri Dixit, Aishwarya Rai, Priyanka Chopra, Kareena Kapoor, Katrina kaif
and DeepikaPodukone.

It was first of its kind to introduce a male superstar to endorse its brand Shah
Rukh Khan, Later Abhishek Bachhan and Imraan Khan were also seen in the
advertisement of LUX.

For sales promotion, LUX has used many tactics most of which are short term.
They are designed to get quick response. They usually last for a very short

19
period of time, these are short lived offers and limited edition soaps,
sponsoring different T, V. programs are also worth to be mentioned...

LUX GOLD STAR OFFER : This offer involved presence of Gold Coin inside
ä few selected packs.

LUX STAR BANO AISH KARO: It involved 50 lucky winners who would get a
chance to live a day like Aishwarya, get styled by her personal stylist and Neeta
Lulla sarees. They would get to go on a dinner date with Abhishek and
Aishwarya.

LUX HAR STAR LUCKY STAR OFFER : It was done to celebrate 75 years of
stardom. Some selected packs would come with STARS printed inside the
wrapper with 75 written on them. The Lucky ones who got the wrapper Would
get free supply of Lux for a year.

Now we shall see how advertising and sales promotion has affected the buying
habits of the consumer and whether it has an impact on its sales.

A questionnaire has been prepared and 20 people have been questioned

accordingly. Based on that data, some useful charts and diagrams have
given to show the Impact.

The questionnaire has been attached at the end of the project report.

20
CONSUMERS BUYING HABITS BASED ON
ADVERTISEMENTS :
No. Of People
Fully dependent on advertisement 10
Partially depend on advertisement 7
Brand loyal 3
TOTAL 20

0%
15%

Fully dependent on advertisement

50% Partially depend on advertisement
Brand loyal
35%

From the above pie chart, we can depict that, 10 out of 20 people questioned
frequently depend on advertisement for purchasing LUX.
7 out of 20 people are hoverer partially dependent on the advertisements.
These people have a fair chance of buying any other product of similar nature
as they are quite indifferent in making their choice. While, 3 out of 20 people
are brand loyal which depicts that they have little effect of advertisement and
even if they have, it is positive.
Lux has therefore been successful in affecting the overall buying habits of
the consumers. It is seen to have a positive persuading quality to affect the
mind of the consumers.

21
Now, describing Dettol from Reckitt Benckiser.

Dettol Antiseptic liquid was launched in India in 1933. It has line of

different hygiene products. It can be used on cuts, wounds, to disinfect
clothes and household floors.

Later this antiseptic liquid was diversified into other products Iikedettol soap,
dettol hand wash etc.

The Dettol soap is a bathing bar with special antibacterial qualities and a
fresh fragrance. It has variants like :

• Dettol antibacterial original soap

• Dettol antibacterial skincare soap
• Dettol antibacterial sensitive bar soap.
• Dettol cool menthol bar
• Dettol fresh bar soap
Packaging: 30 gm. 70 gm and 120 gm bars.

22
ADVERTISING AND SALESPROMOTION:
Its advertising started as soon as the soaps were launched. DETTOL
resorts to main types of media for its advertising mainly the print
media and the electronic media television being the primary
medium of its advertisement. It spends around 60% of its
advertising budget on all channels.

These advertisements become more frequent in summer season.

The brand is endorsed by INDIAN MEDICAL ASSOCIATION. It has widely

accepted to kill germs and give 100% protection against bacteria, as it says "BE
100% SURE".

23
Right from the beginning of the launch of this product, advertisements have
Disease revolved around mothers who want to protect their families from
germs and disease.

Dettol soaps have used hygiene as the main theme. Its advertising is simple
and does not have involvement of actors and movie star like LUX.

The questionnaire has been attached at the end of the project report. Results
have been depicted below :

CONSUMER'S BUYING HABITS BASED ON ADVERTISEMENT:

No. Of People
Fully dependent on advertisement 6
Partially depend on advertisement 4
Brand loyal 3
TOTAL 13

24
 0%
23%

Fully dependent on advertisement

46%
Partially depend on advertisement
Brand loyal

31%

From the above pie diagram it becomes quite convenient to see that there
is only a slight difference between people who are brand loyal and those
Who frequently depend on advertisement for their choice of purchase.

However advertising and sales promotion is seen to have little effect on the
brand loyal customers.

Here, advertising is seen to a less Impact on the mind of the consumers when
compared to that of LUX.

25
Now, describing Vivel from ITC Limited.

Vivel has been known to offer great value to the customers since 2008. It is a
beauty bathing bar. It caters to the mid-market and upper mid-market
consumer segments. It offers nourishment, protection and moisturiserisation
for soft and supple skin. It has been further expanded into various range of
products apart from soap like-shampoo, skin care, body wash, shaving gel, face
wash etc.

VIVEL soaps are available in following variants :

• VIVEL SHEA BUTTER

• VIVEL ALOEVERA VIVEL GREEN TEA
• VIVEL MIXED FRUIT+CREAM
• REFRESH+MOISTURISEVIVEL
• VIVEL YOUNG GLOW
• VIVEL SATIN SOFT
• VIVEL AYURVEDA ESSENCE
• VIVEL SILK SPRING
• VIVEL MILK CREAM AND GLYCERIN
• VJVEL DEO SPIRIT

26
PACKAGING-Vivel has been catching the eyes of the consumer when it comes
to packaging. It has introduced a cardboard box for 2 special variants, known
as
"FLIP TOP BOX". It safeguards the fragrance of the soap and also increases
shelf life. It is one of its kind in the soap industry and has definitely gathered a
positive response.

ADVERTISEMENT AND SALES PROMOTION :

Just like the above 2 companies vivel also uses mainly the print and the
electronic media to connect with its customers.

Advertising has a great impact on the minds of the consumers. It has movie
Stars like Kareena Kapoor, Dev and Trisha as its brand endorsers. lts television
commercials revolve around Karenna Kapoor, having soft nourished and
glowing skin, her secret being non other than Vivel. It gives a special message
to the young woman who desire to look as

great as Kareena. It works on the idea that "if its good for her, its good for me".
As far as sales promotion is considered, Vivel is behind none. It has played well
in the market, sales promotion tactics are short term and valid only for a
limited period, Various contests, offer prices, limited edition products,
introductory offers etc. have been adopted so. Far. Some of the remarkable
ones are listed below.
VIVEL SEE THE WGRLD CONTEST : special "see the world" carton packs
chance to win a dream family holiday in Switzerland, Paris and Italy and 100
winners would get to go on a vacation Goa, Tirupati and Shimla.

27
VIVEL MAKE YOUR DREAM COME TRUE CONTEST: It promised the
customers to fulfill their dreams by awarding them an opportunity to win 5 lakh
rupees. Like the previous ones it was only for a very short period of time and
generated a fairly good response from the consumer.

VIVEL DEO SPIRIT FRESH FACE OF THE MONTH :. This offer was mainly
introduced for the youngsters. All what one needed to do was to upload their
pictures on social media (facebook ), the one who got maximum likes would be
selected as the fresh face of the month.
Other promotional strategies include heavy advertising at the time of DURGA
PUJA in and around puja pandals in Kolkata and nearby areas. Organizing and
sponsoring different local beauty contests for girls etc. have also extended
great support maximizing sales and generating revenue.

28
CONSUMER's BUVLNG HABITS BASED
ONADVERTISEMENT :
Out of 45 people 15 people choose the Vivel. Between 15 people were
answer those questions. An analysis of that has been presented on the pie
chart below.

No. Of People
Fully dependent on advertisement 7
Partially depend on advertisement 6
Brand loyal 4
TOTAL 17

0%
24%

41% Fully dependent on advertisement

Partially depend on advertisement
Brand loyal

35%

From the above chart It becomes quite clear that 7 out of 15 people
questioned, are frequently dependent on advertisement for making their
choice.
4 out of 15 people are however found to be partially dependable while 4 out of
15 choose to be loyal customer, having little effect of advertisement.

29
COMPARATIVE ANALYSIS BETWEEN 3 SOAP USING BY
CUSTOMERS
A comparative study can be done from the data provided and presented earlier
in this project.
Now, considering the borderline of this project, a particular product from
the personal care section has been selected for the purpose of our study
"LUX", “DETTOL” and “VIVEL SOAP.”
PRODUCT No. Of People
LUX 20
DETTOL 13
VIVEL 17
OTHER 00
TOTAL 50

0%

33% LUX
40%
DETTOL
VIVEL
OTHER

27%

Out of 50 people 20 people choose Lux,13 people choose Dettol and

17 people choose Vivel.

30
COMPARATIVE ANALYSIS FREQUENTLY DEPENDENT ON
ADVERTISEMENT:
Firstly, we shall analyse the no. of consumers who are frequently dependent on
advertisement for their choice of purchase:
FREQUENTLY DEPENDENT ON ADVERTISEMENT:

No. Of People
LUX 10
DETTOL 6
VIVEL 7
TOTAL 23

12

10

LUX DETTOL VIVEL

Out of total 50 people questioned, 23 Of them are having heavy impact of

advertising on their purchase of soaps, Dettol isnot farfromVivel, while lux tops
the list by having a slightly higher response rate. This study depicts that
approximately 51% of consumers are dependent on advertisement.

In case of advertisement, TV commercial are the most appealing one. This

media has a more long lasting effect on the consumers as it uses the audio
visual aids.

31
PARTIATLY DEPENDENT ON ADVERTISEMENT :
This analysis shows the no. of consumers who are only partially dependent on
advertisement for their purchase. They are most likely to shift to other product
and not for any particular brand, These consumers are most likely to be
fluctuating ones.

A clearer picture can be seen as follows :

No. Of People
LUX 8
DETTOL 5
VIVEL 4
TOTAL 17

LUX DETTOL VIVEL

The above picture depicts that out of 50 people questioned in total, 17 of them
are partially dependent on advertisement. Lux and Vivel are not far to equal
levels whereas Dettol can be seen first position in this competition by
percentage. This means that approximately 34% people are not so much
affected by the advertisements. They also consider the other aspects of a
product before making their final purchase.

32
BRAND LOYAL CUSTOMERS :
These customers are the most favorite group of consumers for any company.
This is because they are paying a price for that particular brand. They feel that
only that brand can relate their wants and give them maximum satisfaction.
No. Of People
LUX 4
DETTOL 3
VIVEL 4
TOTAL 10

4.5

3.5

2.5

1.5

0.5

LUX DETTOL VIVEL

10 out of 50 people are found to be brand loyal. This means only 20% people
are ready to pay a price for the "brand". In this study, we can see that Vivel
tops the list followed by Dettol and Lux is found to be equal position by
percentage.

Other findings
Other finding on the basis of another entirely different questionnaire are as
follows :
Apart from the 50 consumers, regarding the other aspects like their most
favorite advertisement out of the 3 above mentioned products.

33
MOST FAVORITE ADVERTISEMENT :

No. Of People
LUX 18
DETTOL 12
VIVEL 13
NONE OF THE ABOVE 7
TOTAL 50

14%

36% LUX
DETTOL
26% VIVEL
OTHER

24%

From the above pie chart we can see that people have voted-LUX for the most
favorite advertisement.
VIVEL comes next, where 13 out of 50 people like Vivel advertisement featuring
Kareena Kapoor.

Dettol not running far behind Vivel, but is not at par or in comparison to LUX.

34
 CONCLUSION

AND

RECOMMENDATION

After all the above analysis we can say that when it comes to advertising and
promotional strategies, top companies spend huge amounts of money on these
activities, not only in India but all across the globe.

We can see advertisements all around us, be it newspapers, magazines, T. V. or

any website on the internet, People are changing and be coming more
appealing advertisements and such promotional strategies which can relate to
the need of today's modern and independent woman.

35
HUL:
HUL has always been updated when it comes to sales promotion. It has the
ability to hold its customers interests and satisfy their wants. It has been
constantly updating product quality, packaging, labelling, pricing. It is
constantly striving for better innovations.

LUX, as discussed earlier has always been earmarked by top film stars and
accompanied by one of its kind sales promotion tactics-one of the most
important reason why LUX stands out from the rest of its competitors. LUX has
been using the push strategy to push down its product from the floor of the
producer to the floor of the consumers. The producers push the product to the
wholesalers, from the wholesalers the product is pushed down to the retailers
and finally to the consumers. Another important aspect which helps it to
maintain its position in this cut throat competition is the easy availability of the
product in the market. Be it shopping centre or any small local grocery store,
one is sure to find LUX on the shelves of the shop.
LUX is thus the all -time favorite of many woman in India.
RB:
When it comes to effective sales promotion, DETTOL soap has not been able to
score as high as the LUX soap. Its advertising techniques and sales promotion
tools are not as much effective when compared to the other products of similar
nature. Its advertisement have not been innovative. From past many years we
can see same type of advertisements.
In this fast and dynamic world people want something that leaves an
impression on their minds that tells them what is different in that particular
product and what special it has to offer, which the other soaps in competition
won't provide them. Dettol has not been able to do that till date.
ITC:
Ever since ITC has launched its brand VIVEL, it has been new in its concept of
advertising. Vivel has “Kareena Kapoor as its brand ambassador.” If we, review
the earlier discussions in this project we would find that VIVEL has been always
targeting the younger generations for its sales promotion. Coming up with
small beauty contests, hoardings in DURGA PUJAS to expensive promotional
techniques like see the world contest etc. Bas left an everlasting effect on the
minds of the consumers. It has updated its packaging into one of the kind
cardboard box. This has made the product remarkable from other products in
the market.

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 BIBLIOGRAPHY AND WEBLIOGRAPHY
Data and relevant information for the preparation of this project has been
taken from the following sources :

BIBlOGRAPHY :

Principles of Marketing and E-commerce-by-IsitaLahiri and Sujit Kumar Ghosh,

PEARSON publications.

WEBLIOGRAPHY :

www. google. Co.in

www. hul. com

www. dettol. com. au

www. dettol. co. in

www. itcoortal. Com

www. rb. com

www.vivel. in

www. exchange4n7edia. com

Wikipedia-the free encyclopaedia

IMAGE SOURCE :

www. Google.co.in/imghp

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 ANNEXURE
Questionnaires have been prepared by me and I have questioned the people in
and around my locality.
The area selected for collecting data is Kolkata, India. The people who have
been asked to fill the Questionnaires fall in the middle to upper middle income
group. It mostly comprised of young to middle aged woman, since the project is
cantered around beauty and bathing bar. Young college students, teachers,
house wives, service holders etc. Have been selected for questioning.

The sample size of the data has been kept small for effective handling and easy
compilation. Thus the results and conclusions drawn on the basis of this study is
only indicative and For theoretical explanation. It should not be taken to be
absolutely precise and correct. It is not exhaustive. The results are likely to vary
according to area of study-whether urban or rural or semi-urban, age-sex
composition, educational qualification, income level of the person and above
all, personal tastes and preferences.

There are some COMPARATIVE Questionnaire for 3 major soap Lux, Dettol and
Vivel.

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 COMPARATIVE QUESTIONNAIRES
Dear sir,
I am a student of ACHARYA GIRISH CHANDRA BOSE COLLEGE conducting a marketing
research on verity of soap. I request you to fill this questionnaire and I will collect the data
only for education purpose
Name :
Contact no. :
Gender :
1.Which of the following most preferable soap / bathing bar do you use?
A) LUX B) DETTOL C) VIVEL D) OTHER

2.what is the reason behind choosing your brand?

A) Advertisement B) Easy availability C)Price D)Other

3.How did you come to know about above these product?

A) Advertisements C) Shopkeepers and retailers
B) Friends D) Any other source

4.1.If you use LUX, then how much do you depend on its ads to make your
choice while purchasing?

A) Frequently depend on ads. B) Partially dependent on ads. C) Brand

loyal.
OR

4.2. If you use Dettol, then how much do you depend on its ads to make your
choice while purchasing?
A) Frequently depend on ads. B) Partially dependent on ads. C) Brand
loyal.
OR

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4.3 If you use Vivel, then how much do you depend on its ads to make your
choice while purchasing?

A) Frequently depend on ads. B) Partially dependent on ads. C) Brand

loyal.

5. If you use LUX then, are you satisfied with this product? If no, please mention
the reason for the same?

A) Yes B) No

Reason(if no):
OR
If you use DETTOL then, are you satisfied with this product? If no, please
mention the reason for the same?

A) Yes B) No

Reason(if no):
OR
If you use VIVEL then, are you satisfied with this product? If no, please mention
the reason for the same?

A) Yes B) No

Reason(if no):

6. Which of these is your most favourite advertisement?

A) LUX B) DETTOL C) VIVEL D) OTHER

7. What kind of soap you prefer?

A) Moisturiser B) Glycerin C) Anti germ

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8.How many times in a day you take soap?
A) Once B) Twice C) Thrice D) None

9. Did you ever face any difficulty regarding the availability of the product
LUX If yes, then please mention the name and location of the store.

A) Yes. B) No.

10. Did you ever face any difficulty regarding the availability of the product
DETTOL If yes, then please mention the name and location of the store.

A) Yes. B) No.

11. Did you ever face any difficulty regarding the availability of the product
VIVEL If yes, then please mention the name and location of the store.

A) Yes. B) No.

12.If your desire brand of those soaps not available then,

A) Take any other verity B) Visit to next shop
C) Suggest to have that verity D) Postpone decision

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