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SR. NO. TABLE OF CONTENT PAGE NO.
1 INTRODUCTION TO SOAP 1-3
1.1 Soaps Comparative study of Savlon soap with Dettol and Lifebuoy soap
1.2 Soap history Indira Institute of Business Management
1.3 Ingredients of Soap
3 MARKETING OF SOAP 7
3.1 Kirana Store
3.2 Pan Beedi Shops
3.3 Departmental Store
13-14
6 OBJECTIVE AND SCOPE OF PROJECT
6.1 Objectives
6.2 Scope
6.3 Hypothesis
6.4 Limitations
6.4.1 Strength limitation
6.4.2 Cost limitation
6.4.3 Time limitation
6.4.4 Literature Review limitation
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INDEX
3 MARKETING OF SOAP 7
4 COMPANY PROFILE 8
5 HEALTH SOAPS 10
7 LITERATURE REVIEW 15
9 DATA ANALYSIS 20
10 SPSS ANALYSIS 30
12 CONCLUSION 42
13 DATA SOURCES 43
14 ANNEXURE 44
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INTRODUCTION TO SOAP
1.1 SOAPS
Soaps are useful for cleaning because soap molecules have both a hydrophilic end,
which dissolves in water, as well as a hydrophobic end, which is able to dissolve
nonpolar grease molecules. Although grease will normally adhere to skin or clothing,
the soap molecules can form micelles which surround the grease particles and allow
them to be dissolved in water. The hydrophobic portion (made up of a long
hydrocarbon chain) dissolves dirt and oils, while the ionic end dissolves in water.
Therefore, it allows water to remove normally-insoluble matter by emulsification.
The major uses for soap were in the household, for washing clothes and for toilet
soap, and in textile manufacturing, particularly for fulling, cleansing, and scouring
woolen stuffs. Because colonial America was rural, soap making remained widely
dispersed, and no large producers emerged.
The growth of cities and the textile industry in the early nineteenth century increased
soap usage and stimulated the rise of soapmaking firms. By 1840, Cincinnati, then the
largest meatpacking center in the United States, had become the leading soap-making
city as well. The city boasted at least seventeen soap factories, including Procter and
Gamble (established 1837), which was destined to become the nation's dominant firm.
A major change in soap making occurred in the 1840s when manufacturers began to
replace lye made from wood ashes with soda ash, a lye made through a chemical
process. Almost all soap makers also produced tallow candles, which for many was
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Comparative study of Savlon soap with Dettol and Lifebuoy soap
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their major business. The firms made soap in enormous slabs, and these were sold to
grocers, who sliced the product like cheese for individual consumers. There were no
brands, no advertising was directed at consumers, and most soap factories remained
small before the Civil War.
The period between the end of the Civil War and 1900 brought major changes to the
soap industry. The market for candles diminished sharply, and soap makers
discontinued that business. At the same time, competition rose. Many soap makers
began to brand their products and to introduce new varieties of toilet soap made with
such exotic ingredients as palm oil and coconut oil. Advertising, at first modest but
constantly increasing, became the major innovation. In 1893 Procter and Gamble
spent $125,000 to promote Ivory soap, and by 1905 the sales budget for that product
alone exceeded $400,000. Advertising proved amazingly effective.
In 1900 soap makers concentrated their advertising in newspapers but also advertised
in streetcars and trains. Quick to recognize the communications revolution, the soap
industry pioneered in radio advertising, particularly by developing daytime serial
dramas. Procter and Gamble originated Ma Perkins, one of the earliest, most
successful, and most long-lived of the genre that came to be known as Soap Operas, to
advertise its Oxydol soap in 1933. By 1962 major soap firms spent approximately
$250 million per year for advertising, of which 90 percent was television advertising.
In 1966, three out of the top five television advertisers were soap makers, and Procter
and Gamble was television's biggest sponsor, spending $161 million. Advertising put
large soap makers at a competitive advantage, and by the late 1920s three firms had
come to dominate the industry:
(2) Lever Brothers, an English company that developed a full line of heavily
advertised soaps in the nineteenth century and in 1897 and 1899 purchased factories
in Boston and Philadelphia; and
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(3) Procter and Gamble. In 1940 the "big three"—Colgate, Lever, and Procter and
Gamble— controlled about 75 percent of the soap market.
The following ingredients are often used in hand dishwashing soaps and detergents;
not all products contain all ingredients.
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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
During the British rule in India, Lever Brothers England introduced modern soaps by
importing and marketing them in India. However, North West Soap Company created
the first soap manufacturing plant in India, which was situated in the city of Meerut,
in the state of Uttar Pradesh. In 1897, they started marketing cold process soaps.*
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During World War I, the soap industry floundered, but after the war, the industry
flourished all over the country.
Mr. Jamshedji Tata set up India's first indigenous soap manufacturing unit when he
purchased OK Coconut Oil Mills at Cochin Kerala around 1918. OK Mills crushed
and marketed coconut oil for cooking and manufactured crude cold process laundry
soaps that were sold locally. It was renamed The Tata Oil Mills Company and its first
branded soaps appeared on the market in the early 1930s. Soap became a necessity for
the moneyed class by around 1937.
*Cold process soaps are manufactured by mixing all ingredients (soap base, perfume,
fillers, actives, etc.) in a large pot and heating them up to 70 degrees while they are
stirred manually. Once the mixture is ready, the soap is plodded based on its size with
the logo by a machine. In a machine made soap, the mixing process is called milling
and this is done by a rotary operated machine and not manually.
Soap manufacturers originally targeted their products to the lowest income strata in
urban as well as rural areas, positioning their brands as a way to remove dirt and clean
the body. For some brands, that positioning persists even today with a focus on
removal of body odor and keeping the user healthy. However, soap positionings are
moving towards skin care as a value-added benefit.
Toilet soaps are always used in the bar form—there is no other form in the Indian
market—and they are used in the bath. Showers are a distant dream for 70% of India’s
population, who live in the villages where there is not even a regular supply of
drinking water. In the urban areas, people bathe by using a bucket of water, mug, and
a bar of soap. In villages, they usually bathe by the river bank or village ponds.
Although most of the urban houses have a shower facility, showers are seldom used
because of the scarcity of water.
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Consumer preferences are varied and are more regionally specific. India is divided
into four regions: North, East, West, and South.
Consumers in the North prefer pink colored soaps, which have floral profiles.
Here the fragrance preference is for more sophisticated profiles reflecting their
lifestyles. Freshness soaps with lime and citrus notes are also popular
preferences as the climate in the North is very hot and citrus/lime scented
The East is not a big soap market; hence no particular preference skews.
and somewhat harsher profiles compared to the North. Preferences are more
for the pink soaps with floral fragrances, primarily rose, which are positioned
In the South, the skew is towards specific soap segments like the
Herbal/Ayurvedic profiles and also the Sandal profiles. Consumers here do not
exhibit high brand loyalty and are ready to experiment and try out new brands.
Hence, most fast moving consumer goods companies tend to launch their new
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1. MARKETING OF SOAP
Soap is primarily targeted towards women, as they are the chief decision-makers in
terms of soap purchase. Medicated positionings like germ killing and anti-bacterial
are marketed to families. About 75% of soap can be bought through these different
types of outlets:
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2. COMPANY PROFILE
4.1 ABOUT COMAPNY
Johnson & Johnson was founded more than 120 years ago on a revolutionary
idea: Doctors and nurses should use sterile sutures, dressings and bandages to treat
peoples’ wounds. Since then, J&J have brought to the world, new ideas and products
that have transformed human health and well-being.
The company’s Family of Companies is organized into several business segments
comprised of franchises and therapeutic categories - Consumer Health Care, Medical
Devices & Diagnostics and Pharmaceuticals.
Johnson & Johnson spread its roots to the world’s largest democracy, India, during
the endemic post-independence turmoil of 1947. It was Mr. Patrick Whaley who set
about with confidence and determination during this period of turbulence to begin the
work of establishing Johnson & Johnson in the subcontinent. Things progressed
quickly and by 1948, Johnson’s Baby Powder was being manufactured by British
Drug House in Prabhadevi, Bombay, and marketed by the company.
In the 50 years of operating in India, Johnson & Johnson Limited, India has gained a
reputation for delivering high-quality products. Today, the company employees more
than 2000 people and the businesses span Consumer, Medical Devices and
Diagnostics, Pharmaceuticals and Vision Care. Johnson & Johnson India is an
employer of choice and is a recipient of several awards, which recognize it as one of
the best employers in India
Other consumer products like TEK toothbrushes, Johnson’s Baby Cream and Prickly
Heat Powder followed suit. However, highly specialized products like Belladonna
plasters, pharmaceuticals and Permacel Tapes were imported from the parent
company. It was only ten years later that the company began to manufacture its own
products.
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In September 1957, a new company, Johnson & Johnson India Ltd. was created and
registered with twelve employees on its rolls. In the 50 years since its establishment as
a modest 12-employee outfit, Johnson & Johnson Ltd. has gained a reputation for
delivering high-quality products at competitive prices. Their success, they believe,
stems from their staunch commitment to caring for and catering to the needs of their
customers and employees.
3. HEALTH SOAPS
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Dettol Cool Soap combines Dettol's trusted protection with the coolness of menthol.
A bath with Dettol Cool Soap will not only refresh and re-energize you, but also give
you protection from germs. Available in three sizes - 120g, 70g and 35g.
LIFEBUOY’S vision is, “Making a billion Indians feel safe and secure by meeting all
their health and hygiene needs”. True to its vision, the world's largest selling soap,
offers a compelling health benefit to the entire family. Launched in 1895, Lifebuoy,
for over 100 years, has been synonymous with health and value. The honest & hard
working soap, with its distinctive perfume and popular jingle, has carried the
Lifebuoy message of health across the length and breadth of the country. Lifebuoy
also offers specific health benefits through specialised product formats like Lifebuoy
HandWash & Lifebuoy Clearskin, which provides treatment and protection against
acne.
• Today Lifebuoy is mainly sold in Asia and parts of Africa. It is market leader
in every Asian market where it is sold
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• Lifebuoy soap has been proven in laboratories to provide 100% more effective
germ protection than ordinary soaps
• To date, 70 million people in rural India along have experienced the
pioneering, Lifebuoy sponsored Health Education programme – the single
largest private hygiene education programme in the world
• In 2005, Lifebuoy was awarded a 'Citizen Brand' accolade in Indonesia in
recognition of the work the brand has undertaken in hand wash education
• Nearly half of the Lifebuoy brand's consumption is in rural Asia, where most
of the population live on less than US$1 per day
Lifebuoy soap
Lifebuoy handwash
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H1(1): Consumer Awareness for Savlon soap is not through Retail Display.
H0(2): Dettol and Savlon soap are preferred on basis of hygiene and lifebuoy is
preferred on basis of price.
H1(2): Dettol and Savlon soap are not preferred on basis of hygiene and lifebuoy
is also not preferred on basis of price.
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6.4 Limitations:-
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4. LITERATURE REVIEW
HARISH B
Savlon was a brand owned by a pharmaceutical MNC ICI ltd. Later ICI's OTC brands
was acquired by Johnson & Johnson . Savlon was relaunched in Indian market in
1993. The brand was expected to give the market leader Dettol, a run for its money.
But even after millions of rupees spent, Dettol still rules the antiseptic lotion market.
This article shows as to why Savlon was a better antiseptic than Dettol, and then too
why Savlon was not able to hold itself in the market.
It also shows the strategy adopted by Dettol which was not expected by J&J to fight
the upcoming antiseptic brand, the decisions took by J&J and its effect on the brand
‘SAVLON’.
It also includes launch of Savlon’s soap, strategies adopted by HUL to compete Dettol
soap, and finally the drop of savlon soap by HUL.
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This article says that marketers must use the aspect of contrast creatively so as to lure
the consumers.
It also shows that the product attributes of a leader (Dettol) create a perception that
highlights the contrast when there is a follower brand (Savlon). This approach is
extremely useful to fast moving consumer goods where differentiation is difficult to
sustain in the long run.
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5. RESEARCH METHODOLOGY
The purpose of this study is to gain consumer insights about SAVLON bath
soap and comparing it with DETTOL and LIFEBUOY which are the two main
The respondents will be the consumers and users of bath soap (bar shape) who
are interested to cooperate. To collect the data the in-depth interview method
The in-depth interview for this study was limited to Mumbai region only due
to certain limitations. Also, it has been mentioned earlier that, the interview
was only on the consumers and users of bath soap. They were interviewed for
minimum of 10 minutes. The sample size was 50 for this study. Random
Contacting the customer personally and studying the response from the
questionnaire filled.
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interviewed during primary survey were designed during this phase. List
of contacts were also prepared during this phase. This involved in-depth
various respondents.
Pilot field survey was conducted with the intention of testing the
engines.
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8.7 Overview:
Research: Semi-Structured
Size: 50
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6. DATA ANALYSIS
9.1CHARTS AND EXPLANATIONS
From the above doughnut chart we can see that, among the total respondents 38%
people advocated for antiseptic soap and 33% people advised for beauty care soap.
After that, 10% people directed about both skin care soap and flower extract soap.
Also, there is little number of respondents which is only 3% people recommended
about medicated soap, herbal soap and fruit extract soap. So, it is clearly viewed that,
antiseptic soap and beauty care soap are more preferable among all the respondents.
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From the above column diagram we can see that, while purchasing new soap both the
respondents firstly look for brand and their percentage is 26.67%. Then, secondly they
prefer both antiseptic quality and beauty care quality and for these the percentage is
23.33%. After that, 10.00% consumers seek for both price and ingredients. Again,
6.67% people search for both availability and packaging. Finally, only 3.33% people
hunt for few other factors which are pack size, advertisements, and shopkeeper’s
opinion. Thus companies should majorly focus on the brand and its antiseptic and
beauty care qualities.
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We can see from the above doughnut that, among the total respondents 58% preferred
Dettol as against Lifebuoy and savlon, only 24% preferred lifebuoy and a mere 18%
respondents preferred Savlon. Thus we can make out the acceptance level of dettol is
much higher than the other two brands of soap.
9.1.4 Responses for various Features
9.1.4.1 Price
We can see from the above doughnut that, among the total respondents 44% people
said that Price is an important factor while purchasing soap. 28% respondents stated
that price is somewhat important while purchasing and those are mainly beauty and
skin care seekers. Only 12% respondents told that price is the most important factor
while purchasing soap
.
9.1.4.2 Brand Name
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We can see from the above doughnut that, among the total respondents only 14%
people said that Brand name is an extremely important factor while purchasing soap.
30% respondents selected for both important and somewhat important. However 26%
people stated that Brand Name is not at all important while purchasing soap.
9.1.4.3 Fragnance
We can see from the above doughnut that, among the total respondents 42% people
said that Fragrance is an important factor while purchasing soap. 24% respondents
stated that fragrance is somewhat important while purchasing and those are mainly
beauty and skin care seekers. Only 10% respondents told that fragrance is the most
important factor while purchasing soap.
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9.1.4.4. Hygiene
We can see from the above doughnut that, among the total respondents 48% people
said that Hygiene is an extremely important factor while purchasing soap, these are
mainly health conscious consumers. 46% respondents stated that Hygiene is
important and somewhat important while purchasing soap. Only 6% respondents told
that Hygiene is the not important factor while purchasing soap. This shows the
importance of hygiene in the soap industry.
9.1.4.5 Freshness
We can see from the above doughnut that, among the total respondents almost 75%
people said that they consider freshness while purchasing soap. The remaining
respondents stated that freshness is not that important while purchasing soap.
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9.1.4.6 Lather
We can see from the above doughnut that, among the total respondents almost 75%
people said that they consider lather while purchasing soap. The remaining
respondents stated that lather is not that important while purchasing soap.
In the column graph above we can see that 37 respondents have rated Dettol as a good
soap for hygiene and only 7 have rated it as a bad soap. Thus it shows that consumers
who want hygienic soap have dettol in their mindset.
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9.1.5.2 Savlon
In the column graph above we can see that 29 respondents have rated Savlon as a
good soap for hygiene and only 7 have rated it as a bad soap. Thus it shows that
consumers who are aware about savlon rate it as a better soap than dettol. Thus the
company should market savlon soap more effectively.
9.1.5.3 Lifebuoy
In the column graph above we can see that 18 respondents have rated Lifebuoy as an
average soap for hygiene compared to Dettol and Savlon. 24 respondents have rated
lifebuoy as a good soap for hygiene.
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9.1.6 Responses for Fragrance
9.1.6.1 Dettol
In the column graph above we can see that only 8 respondents have rated Dettol as a
very good soap for fragrance may be because of its hospital kind of smell.
9.1.6.2 Savlon
15 91862
In the column graph above we can see that 24 respondents have rated Savlon as a
good soap for fragrance. 14 respondents have rated savlon as not a good soap for
fragrance.
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9.1.6.3 Lifebuoy
In the column graph above we can see that only 5 respondents have rated Lifebuoy as
a very good soap for fragrance. 14 respondents have rated lifebuoy as not a good soap
for fragrance.
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Syntax
CROSSTABS /TABLES=Awareness BY
savlon_information /FORMAT=
AVALUE TABLES
/STATISTIC=CHISQ /CELLS= COUNT
/COUNT ROUND CELL .
Cases
Valid Missing Total
N Percent N Percent N Percent
Awareness * savlon
information 50 100.0% 0 .0% 50 100.0%
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Through the above table of cross tabs which compared Awareness level and
information about savlon, we can conclude that majority of the respondents were
aware about savlon soap through Advertisng and then through Retail display. From
the total of 50 respondents 34 respondents were aware and 16 were not aware about
savlon soap even though they had heard the name before.
a 5 cells (62.5%) have expected count less than 5. The minimum expected count is .96.
H1(1): Consumer Awareness for Savlon soap is not through Retail Display.
The level of significance of chi square is more than 0.5, thus we should reject the
null hypothesis and accept the alternate hypothesis that Consumer Awareness for
Savlon soap is not through Retail Display, it is through Advertising.
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Syntax
CROSSTABS
/TABLES=Soap_Preference BY
Important_Feature /FORMAT=
AVALUE TABLES
/STATISTIC=CHISQ /CELLS= COUNT
/COUNT ROUND CELL .
Cases
Valid Missing Total
N Percent N Percent N Percent
Soap Preference *
Important Feature 50 100.0% 0 .0% 50 100.0%
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Through the above table of cross tabs which compared Soap preference and important
feature for purchasing a soap, we can conclude that majority of the respondents
selected hygiene as a most important factor for purchasing a soap. However for
Lifebuoy unlike Lifebuoy the most important factor was price. From the total of 50
respondents 27 respondents preferred Dettol, 14 preffered Lifebuoy and the remaining
9 respondents preferred Savlon over the other health brands of soap.
a 15 cells (83.3%) have expected count less than 5. The minimum expected count is .54.
H1(2): Dettol and Savlon soap are not preferred on basis of hygiene and lifebuoy
is also not preferred on basis of price.
Since the level of significance of the chi square is less than 0.5 we accept the null
hypothesis that Dettol and Savlon soap are preferred on basis of hygiene and lifebuoy
is preferred on basis of price.
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Cases Used
In the analysis phase, cases with no user- or
system-missing values for any predictor
variable are used. Cases with user-, system-
missing, or out-of-range values for the
grouping variable are always excluded.
Syntax
DISCRIMINANT /GROUPS=cust_percp(1 2)
/VARIABLES=price quality brand /ANALYSIS
ALL /PRIORS EQUAL
/STATISTICS=UNIVF RAW TABLE
/CLASSIFY=NONMISSING POOLED .
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Analysis Case Processing Summary
Group Statistics
Wilks'
Lambda F df1 df2 Sig.
price .987 .615 1 48 .437
quality .828 9.993 1 48 .003
brand .985 .746 1 48 .392
INTERPRETATION:
This table indicates the significance of each and every variable together.
The significance of each of the variable is less than 0.5. Hence it is a good fit.
Analysis 1
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Canonical
Function Eigenvalue % of Variance Cumulative % Correlation
1 .347(a) 100.0 100.0 .507
a First 1 canonical discriminant functions were used in the analysis.
INTERPRETATION:
The significance of canonical correlation is greater than 0.5, hence its significant.
So there is no need of including more variables.
Thus it tells that the selection of variables to categorize the respondents is correct. i.e.
the above mentioned independent variables can differentiate the respondents.
Wilks' Lambda
Wilks'
Test of Function(s) Lambda Chi-square df Sig.
1 .743 13.842 3 .003
INTERPRETATION:
If the significance is greater than 0.5 the variables correlate/overlap each other and if
its less than 0.5 the independent variables are different from each other. In this case,
significance is only .001, which shows that the variables have high discriminating
power as its very close to ‘zero’.
Function
1
Price .190
Quality .941
Brand .741
INTERPRETATION:
This table shows the importance of a variable for a particular study, in this case
Quality and brand are more important to determine the loyalty of the customers.
Structure Matrix
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Function
1
.775
Quality
Brand .212
Price .192
INTERPRETATION:
This table shows the extraction of information from the total responses.
Var1 – 77.5% information was used
Var2 – 21.2% information was used.
Var3 – 19.2% information was used.
Function
1
Price .270
Quality 0.555
Brand -.976
(Constant) -1.545
Unstandardized coefficients
INTERPRETATION:
This table forms an equation so as to find out the level of risk involved in the study.
If the value is positive it denotes that the respondent is at low risk and vice-versa.
Y= -1.545 + 0.270 (Price) + 0.555(Quality) - .976 (Brand)
Eg:
Price – Rs 15
Quality – 7 out of 10 (rating)
Brand – 6 out of 10 (rating)
Y= -1.545 + 0.270 (15) + 0.555(7) - .976 (6)
= -1.545 + 4.05 + 3.86 – 5.856
= 0.509
In this case the centroid is ‘0’ and the value of Y is positive (0.509).
Hence the customer perception is favourable.
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Function
cust_percp 1
Fav -.306
Unfav 1.086
Unstandardized canonical discriminant functions evaluated at group means
Classification Statistics
Classification Processing Summary
Processed 50
Excluded Missing or out-of-
range group codes 0
At least one missing
discriminating 0
variable
Used in Output 50
Cases Used
cust_percp Prior in Analysis
Unweighted Weighted
Fav .500 39 39.000
Unfav .500 11 11.000
Total 1.000 50 50.000
Classification Results(a)
Predicted Group
Membership
cust_perc
p Fav unfav Total
Original Count Fav 31 8 39
unfav 2 9 11
% Fav 79.5 20.5 100.0
unfav 18.2 81.8 100.0
a 80.0% of original grouped cases correctly classified.
INTERPRETATION:
This table shows the final result wherein, out of 39 favourable respondents, 8 are
unfavourable and out of 11 unfavourable respondents 2 are favourable, hence there is
approx. 80% accuracy in the classification of groups.
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11.1 FINDINGS
beauty care soaps. Their purchase decision was based on brand name
preferred lifebuoy and only 18% of them preferred savlon in health and
hygiene category.
3. Almost half of the total respondents stated that freshness and hygiene are
the most important deciding factors followed by price, fragrance and brand
4. Basically people are using soap primarily for cleaning purpose then for
germ protection and beauty care. That is why; under antiseptic soap Dettol
6. Savlon was the most expensive soap as compared to dettol and lifebuoy.
respondents.
7. Many respondents said that the fragrance of soap and is usage (duration of
8. Lifebuoy was also receptive because of its durability whereas savlon was
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9. Many respondents said that the price of the soap should be reduced.
10. Majority of the consumers purchased soaps from their local kirana stores
11. On comparision almost everybody said that dettol is much better than
12. More than 50% got information about savlon through advertising and also
tried savlon soap, around 25% saw this soap in store but only half of them
tried this soap and out of the remaining who heard of savlon soap from
13. The major difference cited by most of the respondents was that they
14. Some of the respondents said that Dettol has more number of variants as
11.2 RECOMMENDATIONS
1. Even though savlon has better healing capacity than dettol the company failed
in its positioning. Savlon was positioned as first aid solution. To compete with
a major brand, the company should position it firmly and savlon could have
generated lots of interest in the minds of consumer which made them try this
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product but the absence of burning sensation miserably harmed the success of
the product.
3. The failure of savlon antiseptic did not let the savlon soap brand to come up
4. Thus company should had promoted the advantages of savlon rather than its
5. Company should thrive on innovation and for this more number of variants
6. Lifebuoy is more preferred because of its price and durability, so efforts need
7. More investment should be made in the research and development of the soap
8. Company should increase the availability of the product, in most of the kirana
stores (which are the prime destinations of purchasing soaps for consumers)
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12. CONCLUSION
The soap industry in India has been under a change with the advancement of
technology. The major players in soap industry – HUL, J&J, P&G, etc are having a
stiff competition to gain maximum market share. The toilet soap sales are declining,
eroded by liquid and gel cleansers for the increasingly popular shower toiletries
sector. Bar soap producers are fighting back, taking ingredients such as aromatherapy
oils and natural extracts to provide added functionality and consumer appeal.
From the survey conducted it can be concluded that even though savlon has better
attributes than dettol it is unable to compete because of the exceptional strategies
adopted by HUL. J&J were not expecting the counter attack of HUL and were also
weak in their positioning which was a hurdle in their success.
Any soap which achieves expertise in atleast two of the above mentioned three
factors does very well in the Indian market.
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13.1 BIBLIOGRAPHY
Swasy, Alecia. Soap Opera: The Inside Story of Procter and Gamble. New
York: Times Books, 1993.
13.2 WEBLIOGRAPHY
http://www.encyclopedia.com/doc/1G2-3401803910.html
https://www.iffxpress.com/xpress/na/xhome.nsf/0/83688E1B4D5787D480256
CC900631457
http://www.jnjindia.com/CPD_WoundCare.pdf
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http://marketingpractice.blogspot.com/2009/01/savlon-heals-without-
hurting.html
http://www.naukrihub.com/india/fmcg/overview/soaps/
http://www.scribd.com/doc/21431229/Soap-Prgt-Mba-II
http://www.scribd.com/doc/18275319/Internship-Report-by-Nusrat-Omer
http://www.unilever.com/brands/personalcarebrands/lifebuoy.aspx
14. ANNEXURES
14.1 QUESTIONNAIRE
1. Person details:
Address:_____________________________________________
b. Marital status:_____________________________________________
_______________________________________________________________
3. As you hear about the following brands what comes to your mind first?
Savlon: ______________________________________________________
Dettol: ______________________________________________________
Lifebuoy:_____________________________________________________
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1. Dettol __________
2. Savlon __________
3. Lifeboy __________
5. Please rate for the similarity between two brands. (Savlon and Dettol)
(5= very similar and 1= not at all similar) (Only in coloured cells)
SAVLON
DETTOL
PRICE
FRAGRANCE
SIZE
FRESHNESS
6. What difference you think is there in both brands? (SAVLON and DETTOL)
7. Please rate for the similarity between two brands. (Savlon and Lifebuoy)
(5= very similar and 1= not at all similar) (Only in coloured cells)
SAVLON
LIFEBUOY
PRICE
FRAGRANCE
SIZE
FRESHNESS
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10. Please rate the foll soap brands In hygiene (1- 5) (1 = very good, 5= very bad)
Dettol __________
Lifebuoy __________
Savlon __________
11. Please rate the foll brands in fragrance (1- 5) (1 = very good, 5= very bad)
Dettol __________
Lifebuoy __________
Savlon __________
12. Are you satisfied with SAVLON soap? (If ‘YES’ answer Q13, if ‘NO’ answer
Q14.)
a. YES b. NO
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15. Compared to other soaps (such as Dettol and Lifebuoy) that are available,
would you say that SAVLON is? (tickmark)
Price: ______________________
Packaging: ______________________
Fragrance: ______________________
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