Impact of DOVE Soap Positioning in Surat

A PROJECT REPORT ON IMPACT OF POSITIONING OF DOVE BATHING SOAP IN SURAT CITY SUBMITTED IN PARTIAL FULFILMENT FOR THE DEGREE
OF BACHELOR OF BUSINESS ADMINISTRATION (BBA)
SUBMITTED BY Miss SHRADHHA KASODARIYA (94)
PROJECT GUIDE Mr. CHINTU THAKKHAR
SHRI.SHAMBHU BHAI V. PATEL COLLEGE OF COMPUTER SCIENCE & BUSINESS MANAGEMENT SURAT 2011-12
SURAT EDUCATION SOCIETY
0261-2537772
SHRI.SHAMBHU BHAI V. PATEL COLLEGE OF COMPUTER SCIENCE & BUSINESS MANAGEMENT
E-MAIL: svpatelcsbm@gmail.com
www.svpatelcollegesurat.org
Near I.C Gandhi School, Sumul Dairy Road, Surat
CERTIFICATE
This is to certify that Miss Shradhha Kasodariya has prepared the Project Report entitled Impact of positioning of DOVE bathing soap in Surat city under my guidance & supervision.
This project embodies the result of his work & is of the standard expected of a candidate for the successful completion of Bachelor of Business Administration Degree.
Date: Place: Surat
_______________ Faculty Guide Mr. Jenish Shah.
_______________ Principal Mr. Chintu Thakkhar.
DECLARATION
I, the undersigned, Miss Shradhha Kasodariya here by, declare that this dissertation titled Impact of positioning of DOVE bathing soap in Surat city is an original and bonafide work carried out under the guidance of Mr. Jenish shah, Assistant Professor at S.V. Patel College of computer science & Business Management, Surat
The empirical findings in this report are based on the data collected and have not been taken from any other reports.
This dissertation does not form any basis for other degree or diploma.
__________________________ Mrs. Shradhha Kasodariya BBA Roll No. - 94 Date: Place: Surat
ACKNOWLEDGEMENT
The satisfaction and euphoria that accompany the successful completion of any task would be incomplete without the mention of the Leaders, whose constant guidance and encouragement crown all the efforts with success. I am highly obliged to the South Gujarat University for arranging the programme of practical training in Bachelor of Busin ess Administration such a manner. It is my privilege to express my deep sense of gratitude to Mr. Jenish Shah for his efforts, guidance, valuable comments and suggestions for making this project report. He helped me to complete my report on the practi cal study and gave contribution to improve and expand my practical knowledge. Finally, I express my intense gratitude to my parents whose blessings and helped me to translate my efforts into fruitful achievement. in
INDEX SR NO.
I II III IV 1 2 3 4 5 6
TOPIC
CERTIFICATE (From College) DECLARATION ACKNOWLEDGEMENT INDEX INDUSTRY PROFILE COMPANY PROFILE CONCEPTUAL FRAMEWORK RESEARCH METHODOLOGY DATA ANALYSIS & INTERPRETATION CONCLUSIONS & RECOMMENDATIONS Bibliography Annexure
PAGE NO.
I II III IV 1 07 11 21 32 47
Impact of positioning of DOVE bathing soap in Surat city
CHAPTER 1 INDUSTRY PROFILE
S.V. Patel College of computer science & Business Management, Surat
INTRODUCTION (INDUSTRY)
Fast Moving Consumer Goods (FMCG):
Fast moving Consumer Goods are products that are sold quickly at relatively low cost. Though the absolute profit made on FMCG products is relatively small, they generally sell in large quantities, so the cumulative profit on such products can be large. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, teeth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, light bulbs, batteries, paper products and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products and drinks, although these are often categorized separately. FMCG products contrast with durable goods or major appliances such as kitchen appliances, which are generally replaced less than once a year. Keeping in view, the title of the project report, we shall not focus on all of the items covered in the fast moving consumer goods but we shall restrict our focus on the bathing soaps. Statistical reports show that FMCG industry in India has grown at the rate of 16% per annum, where rural markets have overtaken the urban markets. The growth observed in rural markets is more than 20% where as urban markets have grown at the rate of about 17% to 18% per annum. Industry watchers attribute the growth to rise in rural disposable incomes, following three consecutive years of good agricultural growth. Also, top industry officials said the government has pumped in a lot of investments into rural areas. Some of the best known examples of Fast Moving Consumer Goods companies across the globe include Unilever, Nirma, Godrej, Red Bull, Clorox, Colgate-Palmolive, General Mills, H. J. Heinz, Cadbury's, Reckitt Benckiser, Sara Lee, Nestl, Unilever, Procter & Gamble, Coca-Cola, Carlsberg, Kimberly-Clark, Kraft, Pepsi, Warburtons, Wilkinson, Barilla Group and Mars.
INTRODUCTION (COMPANIES)
Major players of the bathing soap industry in India :
In India, bathing 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. There are many small business units manufacturing and selling soaps in India. But the major among these are :1. Hindustan Unilever Ltd. (previously Hindustan Lever Limited) 2. Nirma 3. Godrej Godrej Cinthol Godrej No. 1 Godrej Fair Glow Nirma Bath Soap Nirma Lime Fresh soap Nima sandal Nirma beauty soap Nima Rose Camay Lifebuoy Liril Breeze Pears Lux Hamam Rexona Dove
Hindustan Unilever Limited :

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company, touching the lives of two out of three Indians with over 20 distinct categories in Home & Personal Care Products and Foods & Beverages. They endow the company with a scale of combined volumes of about 4 million tonnes and sales of nearly Rs.13718 crores. HUL is also one of the country's largest exporters; it has been recognized as a Golden Super Star Trading House by the Government of India.
The mission that inspires HUL's over 15,000 employees, including over 1,300 managers, is to "add vitality to life." HUL meets every day needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life. It is a mission HUL shares with its parent company, Unilever, which holds 52.10% of the equity. The rest of the shareholding is distributed among 360,675 individual shareholders and financial institutions.
Impact of positioning of DOVE bathing soap in Surat city HUL's brands - like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Pond's, Sunsilk, Clinic, Pepsodent, Close-up, Lakme, Brooke Bond, Kissan, Knorr-Annapurna, Kwality Wall's are household names across the country and span many categories - soaps, detergents, personal products, tea, coffee, branded staples, ice cream and culinary products. They are manufactured over 40 factories across India. The operations involve over 2,000 suppliers and associates. HUL's distribution network, comprising about 4,000 redistribution stockiest, covering 6.3 million retail outlets reaching the entire urban population, and about 250 million rural consumers HUL has traditionally been a company, which incorporates latest technology in all its operations. The Hindustan Unilever Research Centre (HURC) was set up in 1958, and now has facilities in Mumbai and Bangalore. HURC and the Global Technology Centres in India have over 200 highly qualified scientists and technologists, many with postdoctoral experience acquired in the US and Europe. HUL believes that an organizations worth is also in the service it renders to the community. HUL is focusing on health & hygiene education, women empowerment, and water management. It is also involved in education and rehabilitation of special or underprivileged children, care for the destitute and HIV-positive, and rural development. HUL has also responded in case of national calamities / adversities and contributes through various welfare measures, most recent being the village built by HUL in earthquake affected Gujarat, and relief & rehabilitation after the Tsunami caused devastation in South India. In 2001, the company embarked on an ambitious programme, Shakti. Through Shakti, HUL is creating micro-enterprise opportunities for rural women, thereby improving their livelihood and the standard of living in rural communities. Shakti also includes health and hygiene education through the Shakti Vani Programme, and creating access to relevant information through the iShakti community portal. The program now covers 15 states in India and has over 45,000 women entrepreneurs in its fold, reaching out to 135,000 villages and directly reaching to 150 million rural consumers. By the end of 2010, Shakti aims to have 100,000 Shakti entrepreneurs covering 500,000 villages, touching the lives of over 600 million people.
Impact of positioning of DOVE bathing soap in Surat city HUL is also running a rural health programme Lifebuoy Swasthya Chetana. The programme endeavors to induce adoption of hygienic practices among rural Indians and aims to bring down the incidence of diarrhea. It has already touched 84.6 million people in approximately 43890 villages of 8 states. The vision is to make a billion Indians feel safe and secure
CHAPTER 2 COMPANY PROFILE
About Dove:
Dove is a personal care brand owned by Unilever. It was launched by Unilever in 1957 in US, years after Unilever acquired soap factory De Duif in The Netherlands, from which the brand name Dove is derived. Dove has been available in India since 1995. Dove's logo is a silhouette profile of a Dove, the colour of which often varies. Dove's products include: antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care and facial care products.
Dove has grown from a US-only soap bar into one of Unilevers biggest global brands. It is now the world's #1 cleansing brand, and #3 in the Anglo-Dutch company's portfolio behind Knorr and Lipton. During the 1990s, the group began to extend the brand across the complete personal care spectrum, and Dove now encompasses a wide range of products from bar soap to shower gel, and from deodorants to shampoo-conditioners.
Impact of positioning of DOVE bathing soap in Surat city Its mantra is that it provides a refreshingly real alternative for women who recognize that beauty is not simply about how you look, it is about how you feel. Dove has been positioned throughout its history without referring to it as "soap", but as a "beauty bar" with one-fourth cleansing cream; they stress its moisturizing of skin while washing in contrast to the drying effects of regular soaps (which their advertising calls simply "soap"). Advertisements reinforced the message by showing the cream being poured into the beauty bar. In 1979, the phrase "cleansing cream" was replaced with "moisturizer cream". In 1979, a Pennsylvania dermatologist showed that Dove dried and irritated skin significantly less than ordinary soaps. As a result of this study, Unilever started aggressive marketing and won more than 24% of the market by 2003.
Dove has attracted widespread media attention since 2004 for its marketing. That year, Ogilvy & Mather launched a series of ads for Dove portraying the "real beauty" of ordinary women. The brand competes fiercely with Procter & Gamble's Olay, Beiersdorfs Nivea and Johnson & Johnson's Neutrogena, all of which have a similarly broad product range. In 2006, Dove started the Dove Self-Esteem Fund. It purports to be "an agent of change to educate and inspire girls on a wider definition of beauty and to make them feel more confident about themselves". To this end, Dove created a number of largely online-only short films, including Daughters, Evolution, Onslaught and Amy. Dove's Campaign for Real Beauty was praised by people in the advertising world, as well as from real consumers for representing something different to the typical fashion advertising. By focusing on the distorted perception of beauty that much of the fashion industry is guilty of promoting, Dove successfully separated its brand from that category and made it stand for something different and something real. The early part of the campaign was mainly driven by TV ads, and billboard ads featuring their "real" models. Later, Dove used social media, using it to drive even more interest online in the central theme behind the entire campaign. One of the most popular videos on You Tube right now is Dove's Evolution of Beauty, a video also posted on their website.
Impact of positioning of DOVE bathing soap in Surat city Dove has evolved from functional brand to a brand with a point of view after Unilever designated it as a Masterbrand, and expanded its portfolio to cover entries into a number of sectors beyond the original bath soap category. The development caused the brand team to take a fresh look at the clichs of the beauty industry. The result was the controversial Real Beauty campaign. As the campaign unfolded, Unilever learnt to use the Internet, and particularly social network media like You Tube, to manage controversy.
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CHAPTER - 3 CONCEPTUAL FRAMEWORK
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INTRODUCTION (CONCEPTUAL FRAMEWORK)

Positioning:
All marketing strategy is built on STP segmentation, Targeting and Positioning. A company discovers different needs and groups in the market-place, targets those needs and groups that it can satisfy in a superior way, and then positions its offerings so that the target market recognizes the companys distinctive offering and image. If a company does a poor job of positioning, the market will be confused. Contrarily, if it does an excellent job of positioning, then it can work out the rest of its marketing planning and differentiation from its positioning strategy.
The work positioning was popularized by two advertising executives, Al Ries and Jack Trout. They see positioning as a creative exercise done with an existing product.
Positioning starts with a product, a piece of merchandise, a service, a company, an institution, or even a person But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect.
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Points-of-parity (POP) and points-of-differences (POD):
Points-of-parity (POPs) are the associations that not necessarily unique to the brand but may in fact be shared with other brands. These types of associations come in two basic forms: category and competitive.
To achieve point-of-parity (POP) on a particular attribute or benefit, a sufficient number of consumers must believe that the brand is good enough on that dimension. There is a zone or range of tolerance or acceptance with points-of-parity. The brand does not literally have to be seen as equal to competitors, but consumers must feel that the brand does well enough on that particular attribute or benefit. If the consumers feel that way, they may be willing to base their evaluations and decisions on other factors potentially more favorable to the brand. A light beer presumably would never taste as good as a full-strength beer, but it would have to taste close enough to be able to effectively compete. With Points-of-differences, however, the brand must demonstrate clear superiority. Consumers must be convinced that Louis Vinton has the most stylish handbags, Energizer is the longest-lasting battery and Merrill Lynch offers the best financial advice and planning.
Points-of-differences (PODs), on the other hand, are attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand. Strong, favorable and unique brand associations that make up points-of-difference may be based on virtually any type of attribute or benefit.
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Establishing category membership:
The preferred approach to positioning is to inform the consumers of the brands membership before stating its point-of-difference. Presumably, consumers need to know what a product is and what function it serves before deciding whether it dominates the brands against which it competes. For new products, initial advertising attempts to craft the brand image. There are three main ways to convey a brands category membership:
1.
Announcing category benefits.
2.
Comparing the exemplars.
3.
Relying on the product descriptor.
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Differentiation strategies for positioning:
Brands can be differentiated on the basis of many variables. Some of such variables are as follows:
a. b. c. d.
Product differentiation Personnel differentiation Channel differentiation Image differentiation
For the purpose of market research here, we shall consider only product differentiation and image differentiation strategies utilized by the soap manufacturers and sellers.
Product differentiation
Brands can be differentiated on the basis of a number of different product or service dimensions like product form, features, performance, conformance, durability, reliability, reparability, style and design. Let us have an example for each of the above dimensions.
Impact of positioning of DOVE bathing soap in Surat city Product form: Some companies launched liquid soaps for the hand wash as well as personal wash. Generally it is presumed that soap is in the solid form.
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Product features: A DTH service provider named TATA SKY, along with its basic features provision to the consumers, also provided an additional feature of recording even live events. This recording can be viewed at the leisure of the viewer.
Product performance: A MAK lubricant of Hindustan Petroleum Ltd. has positioned itself as a performer for the vehicles of its consumers.
Product conformance: Wagon-R from Maruti Suzuki has adapted its position as a family car in India, whereas in Japan its used as a student car.
Product durability: A Duracel battery has positioned itself as a very durable product in the minds of the people. It positions itself as 10 times as durable as other brands of batteries.
Impact of positioning of DOVE bathing soap in Surat city Product reliability: Fevicol from pidilite industries is known for its reliability. With its slogan YEH FEVICOL KA JOD HAD TUTEGA NAHI.
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Product reparability: Rechargeable batteries manufacturers like Duracell have taken an enormous advantage using this dimension of product differentiation. They communicated to the customers that they need to spend only once and their problem for repurchase of batteries again and again gets solved Product style: Titan watches releasing its Fast Track range of watches were successful only on the basis of product style it offered to its consumers. Product design: Bikes manufacturers have successfully attracted a good number of customers with the new product design. Technically the product remaining the same, just changing the design of the product has simply made a distinctive image for the product in the mind of the people.
Besides all these, one more general positioning for brands is as best quality. The strategic planning institute studied the impact of higher relative product quality and found a significantly high correlation between relative product quality and return on investment. High quality business units earned more because premium quality allowed them to charge a premium price; they benefited from more repeat purchase, consumer loyalty and positive word of mouth. S.V. Patel College of computer science & Business Management, Surat
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Image differentiation
Buyers respond differently to company and brand images. The primary way to account for many companys high market share is that its image has struck a responsive chord with much of its target consumers. Identity and Image are not the one and the same. Identity is the way a company aims to identify or position itself or its product. Image is the way the public perceives the company or its products. An effective identity does three things:
a. It establishes the products character and value proposition. b. It conveys this character in a distinctive way. c. It delivers emotional power beyond mental image.
For the identity to work, it must be conveyed through every available communication vehicle and brand contact. It should be diffused in ads, annual reports,, brochures, catalogs, packaging, company stationery, and business cards. This message must be expressed in symbols, colors, slogans, atmosphere, events, and employee behavior. Let us have an example of each of the above dimensions.
Symbols :
Mercedes is a classic example for the positioning with its symbol. Even when it undertakes its promotional campaign, it only shows its symbol and thats enough for serving its purpose.
Impact of positioning of DOVE bathing soap in Surat city Colours : Looking at the symbol of Wipro Ltd, one can easily make out which company it resembles. The colour of the symbol itself speaks for the company.
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Slogans :
The slogan Har Ghar Kuchh Kehta Hai can be clearly identified by the public as a slogan for Asian Paints.
Atmosphere :
The interior design and the exterior looks of any branch of ICICI bank is the same. This makes a unique image in the minds of the customers visiting the branches of ICICI branch.
Employee Behavior: Whenever you meet any employee of some organization like House-Full, you will find him dressed in typical red and white clothes and very polite and always ready to help. This typical behavior and dressing of employees marks the image of House-Full in the minds of the consumers.
Even a sellers physical space can be a powerful image generator. Hyatt Regency Hotels developed a distinctive image through its atrium lobbies. Companies can create a strong image by inviting prospects and customers to visit their headquarters and factories. Amul Dairy situated at Anand allows its consumers to visit its manufacturing unit and explains them the whole process how they process milk and make them available to its consumers. The consumers also observes the cleanliness and the process to satisfy themselves that whatever they are consuming is safe and processed in a hygenic environment. Some companies like Hallmark and Kohler have built corporate museums at their headquarters that display their history and the drama of producing and marketing their products.
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The advertisements play a major role in the communication about the product and its positioning in the minds of the target consumers. Hence we need to understand what advertisement is. The following discussion clearly states the history of the advertisement followed by the modern philosophy of advertisements. It also makes out various ways of advertisements practiced since past to make the people aware about the availability of the product in the market. The concept shifted from just marking the presence of the product among the consumers to creating a brand image in the minds of the consumer.
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CHAPTER - 4 RESEARCH
METHODOLOGY
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TITLE OF THE PROJECT
This project focuses on the two main features of positioning namely:-
A.
Product
Features of the product Performance of the product Style of the product Design of the product
B.
Image
Atmosphere and events in the advertisements Brand Ambassador Reliability of the message for the repurchase consideration
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OBJECTIVES OF THE RESEARCH

1. To study brands strengths & weakness from customers perspective. 2. To study how our customers perceive our brand vis a vis competitive brand. 3. To study which benefits are believable four our brand. 4. To study impact of different characteristics of the product shown in the advertisement of the product.
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THE RESEARCH PROCESS
Unlike scientific researches, business researches are also very much procedural, planned and systematic. Business researches are also scientific methods of gathering information about unknown variables in business. This market research being a part of the business research, the following sequential steps have been carried out.
(1) Recognizing the research problem (2) Recognize the research objectives (3) Formulation of research design (4) Selection of sources of data (5) Selection of data collection tools (6) Sampling techniques and sample size decision (7) Data collection by field work (8) Editing, classification and tabulation of data (9) Analysis of data (10) Preparation of research report
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RECONGIZING THE RESEARCH PROBLEM
This is the first stage when the need for the research is felt. Observing the market conditions and the behavior of the market environment, the market researchers have to assess the areas where they can exploit the opportunities available and take necessary steps to nullify the effect of the threats of the environment. In order to understand the existing opportunities and threats, the researcher has to study the environment. The major area of the study of this research problem is the perception regarding the product by the consumers. This is a very much of a qualitative nature than being quantitative. Hence, this research problem need to be converted into quantitative nature which can be carried out through framing proper research objectives and then proceeding towards numerical calculations and application of statistical tools and techniques.
RECOGNIZE THE RESEARCH OBJECTIVES
The research problem is a qualitative statement focusing on a very broad area of research. The research problem consists of many areas of study. These areas of study are described as the research objectives. The research objectives clearly describe the main objectives or reasons for conducting the research and what different areas are covered in the research process. Out of these areas covered under the research, the objectives make clear which sub-areas are to be focused during the research so that the researcher does not lose the path of the main objective of the research. Every researcher must keep the research objectives in his mind while conducting the research activity.
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FORMULATION OF RESEARCH DESIGN

After the objectives of the research are properly decided, the researcher needs to decide upon how to conduct the research. The researcher has to search for various tools and techniques available for the research and their applications for the stated purpose. The researcher has to plan how to collect the data, which can either be direct collection of data and indirect collection of data. Direct collection of data includes all the techniques of collecting data from the target respondents by asking them several questions and conclusions can be drawn from their responses. In the research Exploratory Design Will going to use as exploratory design are normally problem identifying .Isolate key variables and relationships for further examinations. Gain insights for developing an approach to a problem. Establish priorities for further research.
SELECTION OF SOURCES OF DATA

After the researcher has formulated the research design, the next task is to decide from where he can get the relevant data to serve the purpose of the research. The researcher has to think upon how he can approach all the respondents, at what time and what place. The language of communication and asking questions to the respondent should also be very much clear in the mind of the researcher or the data collector. The data collector should be properly trained before he is employed for the field work, From where they can get the data This research mainly aims at study the perception of the respondents regarding the product and its characteristics. Hence primary source of data is considered to be very ideal for the purpose of research. For the purpose of industry data collection, the secondary data would be used by the researcher by visiting the websites of the companies and statistical data regarding the market potential and market growth. But for the purpose of research activity the researcher will have to rely solely on the primary data.
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SELECTION OF DATA COLLECTION TOOLS

Questionnaire will be the major tool applied here in this research process. The language and the words used in the questionnaires would be very much lucid and easy to interpret. It will consist of a list of questions which would be in line with the objectives of the research. These questions will be designed in such a way so that the qualitative nature of the title of the project would be conveniently converted into a quantitative data. This data would be further fed into computer software for analysis and evaluation.
SAMPLING TECHNIQUES AND SAMPLE SIZE DECISION

Keeping in mind the size of the population under consideration, the researcher had to adopt the sample survey. Almost all households must be purchasing soaps on regular basis. Hence the target population for the purpose of this research should be all the housewives residing in the Surat city. But it was not feasible for the researcher to go to each and every constituent of the total population of the survey. Various samples had to be selected from the total population which could fairly resemble the total population.
SAMPLING TECHNIQUES
NON PROBABILISTIC TECHNIQUES
PROBABILISTIC TECHNIQUES
1.
CONVINIENCE SAMPLING
1.
SIMPLE RANDOM SAMPLING
2.
JUDGEMENTAL SAMPLING
2.
SYSTEMMATIC SAMPLING
3. 4.
QUOTA SAMLING SNOWBALL SAMPLING
3.
STRATIFIED SAMPLING
4. 5.
CLUSTER SAMPLING OTHER SAMPLING TECHNIQUES
Impact of positioning of DOVE bathing soap in Surat city The selection of technique is dependent on certain factors like, how exactly we could define population, what the purpose of survey is and what accuracy we are seeking, how heterogeneous is the population, etc. Keeping in view all these things, the sampling technique applied here is snowball technique from non-probabilistic techniques.
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SNOWBALL SAMPLING
In snowball sampling, an initial group of respondents is selected, usually at random. After being interviewed, these respondents are asked to identify others who belong to the target population of interest. Subsequent respondents are selected based on referrals. This process may be carried out in waves by obtaining referrals from referrals, thus leading to a snowballing effect. Even though probability sampling is used to select the initial respondents, the final sample is a non-probability sample.
DATA COLLECTION BY FIELD WORK

After the tools and techniques of data collection are decided and the group of respondents is identified along with the means to obtain their responses, the next stage is the action stage of the survey. The researcher has to himself go the collect the data to the respondents or has to send some data collectors to collect the data. But if the researcher sends some data collector to collect the data, he should first ensure that the person going to collect data understands the research objectives properly and can explain the respondents properly how to fill up the questionnaire. The researcher must make sure that the desired respondent only is filling the questionnaire and the questionnaire is not being filled by the data collector himself as a dummy. The data collectors personal bias should not form the part of the opinion of the respondent.
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EDITING, CLASSIFICATION AND TABULATION OF DATA

Many times it has been observed that the questionnaires returned by the respondents are unfilled, some of the questionnaires are partly filled or unfilled or the data supplied is more than sufficient, the researcher will try to contact the person again if possible and seek his opinion regarding the unfilled or partly filled questions of the questionnaire. The researcher could also respond on behalf of the respondent either on the basis of his perceived opinion given by the respondent or fill up the neutral value which does not affect the findings of the questionnaire or by filling in the most preferred option.
After all the questionnaires are edited and made sure that all are filled properly, the data will be tabulated in computer software in order to facilitate the analysis part of the research. .
ANALYSIS OF DATA
After tabulation of data, the researcher must ensure that the data is ready in the numerical form for the mathematical and statistical evaluation. The researcher can use various statistical techniques like measures of central tendencies, correlation and regression analysis, trend analysis and techniques of hypothesis. In this research mainly ranking method or scaling methods are Using for analyze the data.
PREPARATION OF RESEARCH REPORT

The research report makes the first impression of the researcher. Even though the research is carried out very nicely, if the research report is not properly prepared, the whole of the efforts becomes useless. Keeping in view the above reason, the researcher would pay a special attention to the report preparation portion of the project.
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The following are typical contents of a research report: Introduction of the industry Introduction to the company on which research is carried out Objectives of the research Research Methodology Limitations Tabulation of data Analysis Conclusions and Suggestions Bibliography Annexure
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LIMITATIONS OF THE MARKET SURVEY

(1) The target respondents of the survey were housewives who were not very much comfortable with the language of the survey. Hence they might have misinterpreted the contents of the questionnaire which may have resulted in an error. However, during the survey the data collectors taken care to explain the language to the respondents.
(2)
Not only positioning of the bathing soap influence the purchasing decision of the housewives there are many other reasons like price, doctors advice, age of children in the family, average age of the family, etc. These factors are assumed to have negligible or no effect on purchase decision, which is not correct in real sense.
(3)
This survey had to be completed within a stipulated time limit and even there were costs constraints for the surveyor. This resulted into lack of motivation for the data collectors.
(4)
This survey includes a huge amount of human involvement and hence is prone to human errors.
(5)
The sample size selected for the survey was too small as compared to the total population under consideration. Hence, the out-comes the survey of such a small sample may not match with the outcome of the survey with more number of respondents. However, care has been taken that the major areas of the city are covered here.
The survey is conducted keeping in view the south Asian perspective. Thus, the findings of this survey may not be applicable world-wide
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CHAPTER 5 ANALYSIS OF DATA
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FINDINGS AND ANALYSIS

Analysis on the basis of bathing soap that in the Surat city like the most.
Choose the brands of bathing soap

16% 16% Pears Lux 28% 40% Medimix Dettole
Interpretation:
o 200 respondents were sought for their responses. o It was observed that 80 of them were able to recognize Lux as the brand of bathing soap which came to their mind spontaneously. o 33 respondents recognized pears and as the bathing soap brand spontaneously. o 56 of them recognized medimix as the bathing soap brand as they came spontaneously to their minds. o 31 of them pointed out Dettol as a bathing soap brand spontaneously.
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Analysis on the basis of importance given to positioning in Surat city while purchasing bathing soap.
Importance to positioning Yes No 168 24 87.5 12.5 Respondents Percentage
Give Importance to "Positioning" when purchase
13%
Yes No 87%
Interpretation :
The above chart indicates that out of 200 respondents 168 respondents (87.5%) says that they give importance to positioning while purchasing bathing soap or 24 respondents (12.5) are not given importance to positioning. So we can say that importance of positioning of brand plays an important role regarding the purchasing the soap
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Analysis on the basis of time period from which in the Surat city are using the DOVE bathing soap.
Respondents Percentage 63 78 47 12 31.5% 39% 23.5% 6%
Time period Since last 6 month 6 to 12 month 12 month to 24 month More than 24 month
Interpretation:
The above chart indicates that out of 200 respondents 78 respondents (39%) says that they are using DOVE bathing soap since 6 to 12 month, 63 respondents (32%) using since last 6 month, or only 12 respondents are using since more than 24 month. So we can say that the positioning of Dove bathing soap improving time by time which means slowly & gradually the rate of Dove bathing soap are increasing
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Analysis on the basis of form of Dove bathing soap used in the Surat city.
Form of Dove bathing soap using Criteria TOTAL 182 Regular 91% 18 Liquid 9%
Form of Dove bathing soap using

9%
Regular Liquid
91%
Interpretation: As per data received out of 200 respondents 182 respondents (91%) use regular form of Dove bathing soap in this 89 respondents are between 31-40 age group, only 18 respondents (9%) are using liquid Dove bathing soap so we can say that people are not aware about liquid Dove bathing soap.
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Analysis on the criteria of attraction towards DOVE bathing soap due to celebrity in Surat city.
Celebrity attract to purchase soap Criteria TOTAL 82 YES 41% 118 NO 59%
Celebrity attract to purchase soap
41% 59%
Yes No
Interpretation :
As per data received out of 200 respondents 118 respondents (59%) says that celebrity not attract them to Dove bathing soap, 82 respondents (41%) are attract them for purchasing bathing soap. So we can say that people are purchasing Dove bathing soap for its quality, brand image, moisturizing and its softness.
38
Analysis on the basis of opinion of housewives in Surat city on the criteria whether DOVE is a moisturizing bar or bathing bar.
Dove is moisturizing bar Criteria TOTAL 147 YES 74% 53 NO 26.5%
Dove is moisturizing bar
27%
Yes 73% No
Interpretation:
As per data received out of 200 respondents 147 respondents (74%) says that Dove is moisturizing bar and not a soap only 53 respondents (26%) not believe Dove is moisturizing bar. So we can say that people are purchasing Dove soap because it is moisturizing bar.
39
Analysis on the basis of opinion of respondents whether Dove brings milder effects to the skin or not.
Milder effect on skin Criteria TOTAL 103 YES 52% 97 NO 48%
Milder effect on skin
49%
51%
Yes No
Interpretation: From the data received half of the respondents are believe that Dove bathing soap brings milder effect of skin because of large number of TMF property in the bathing soap. Also half of the people are says that Dove not give milder effect on skin.
40
Analysis on the basis of affordable of price of Dove soap of Surat city.
Higher Price affordable Criteria TOTAL 79 YES 40% 121 NO 60%
Higher Price affordable
39%
61%
Yes No
Interpretation: As per data received out of 200 respondents 121 respondents (60%) says that increasing price of soap is not affordable to them In that mainly beloved 20000 Rs. Income level respondents have not affordable high price. So we can say that respondents not purchasing Dove bathing soap if price of the soap gets increased.
41
Analysis on the basis of factors that compel to choose DOVE bathing soap over other brand.
Features Brand name High quality Price Fragrance Schemes & offers MOST IMPORTANT 62 114 0 21 8 IMPORTANT 97 53 4 27 19 NEUTRAL 35 16 27 83 35 NOT IMPORTANT 6 14 67 47 96 NOT MOST IMPORTANT 0 3 102 22 42
Compel you to choose DOVE

120 100 80 60 40 20 0 1 2 3 4 5
Brand name High quality Price Fragrance Schemes & offers
Interpretation: The Above chart indicates that out of 5 feature of Dove bathing soap 114 respondents give 1st rank to high quality of soap, on second rank brand name of Dove is their 97 respondents believe that, on 3rd rank fragrance of soap , on 4th rank schemes and offers , on last means 5th rank price. So we can say that people mainly use Dove for its quality and brand name and people are not comfortable for the Dove bathing soap.
42
Analysis on the basis of effect generated by DOVE bathing soap.
Factors Perfume Color Lather Long lasting Protect skin
Excellent
12 17 119 7 12
Very good
18 43 32 12 61
Good 43 81 22 32 31
Average
66 29 9 87 33
Worst 36 19 7 38 23
Poor
17 8 7 13 29
Very Poor
8 3 4 11 11
140 120 100 Perfume 80 60 40 20 0 Excellent Very good Good Average Worst Poor Very Poor Color Lather Long lasting Protect skin
Interpretation: As per data received people give different, different opinion for the effect of Dove bathing soap for perfume of Dove bathing soap 66 respondent are say that it is not excellent or not worst it is average it is neutral, color Dove bathing soap above average, lather of Dove bathing soap is very excellent, Dove soap is not long lasting, or soap is mainly for moisturizing so Dove is better for protect skin.
43
Analysis of probability of using other soap in future.
Use other brand in future Yes No Cant say
Respondents Percentage
51 62 87
25.5% 31% 43.5%
Use other brand in future
25% 44% Yes No Cant say 31%
Interpretation : The above chart shows that 87 respondents (43.5%) are says that they cant say for use other soap in future, 62 respondents denied for use other soap in future, or only 51 respondents (25.5%) arte ready to use other soap apart from Dove in future.
44
If people say yes which soap they would like to use.
Interpretation:
The respondents who said that they use another soap in future out of 51 respondents 18 respondents ready to use lux bathing soap because of it low price and brand name.
Out of 51 respondents 13 respondents prefer to vivel bathing soap because of its good fragrance and low price.
Out of 51 respondents 9 respondents are ready to use pears because of glycerin are available in that soap.
Or 11 respondents prefer different kind of soap like dyna, liril, etc. it is mainly because its fragrance, price, long lasting etc.
45
Analysis on the basis of expectation fulfilled by Dove bathing soap
Expectation fulfilled Yes No
Respondents
Percentage
189 11
94.5% 5.5%
Expectation fulfilled
6%
Yes No
94%
Interpretation: The above chart indicates that out of 200 respondents 189 respondents (95%) agree with Dove have fulfilled their expectation, only 11 respondents (5%) are disagree with Dove has not fulfilled their expectation. So Dove soap fulfilled peoples expectation.
46
If people are unfulfilled then which are them unfulfilled expectation.
The respondents who say Dove has not fulfilled expectation their main unfulfilled expectation is are is : o Price, o Offers & schemes, o fragrance
47
CHEPTER:-6 CONCLUSIONS AND
RECOMMENDATIONS
48
CONCLUSIONS AND RECOMMENDATIONS
From the research conducted on the topic, Impact of positioning of Dove bathing soap in Surat city, it could be concluded and recommended as follows:
i.
As per the research we can say that Dove manufacturing company has done good positioning for the Dove bathing soap people are satisfy with Dove bathing soap people are like to use bathing soap as time pass user of Dove bathing soap gets increasing day by day but mainly company has to give main focus on Doves price, schemes & offers and fragrance of the Dove bathing soap.
ii.
The concept of positioning plays a very vital role in the selection and purchase decision of the housewives. Hence this is the area which should be borne in the mind of the marketer while forming a communication message for the target consumers.
iii.
The positioning of the product of the company should be made in the manner so that the consumers could understand clearly what this product suggests. E.g. When Coca-Cola launched its promotional campaign in India; its tagline was ALWAYS COCACOLA. This was a successful tagline in the European countries and America. But as the Indian people could not understand it and correlate it with their lifestyle, it was a failure. After that, it changed its tagline to THANDA MATLAB COCACOLA endorsed by local actor AMIR KHAN. This positioning was a great success.
Impact of positioning of DOVE bathing soap in Surat city iv. It could be recommended that the when a company is launching a soap, it need to communicate its message in the market so that the communication message finds the positioning for the soap in the minds of the people. The soap should position itself clearly whether it stands for gentleness or refreshing or herbal item. It will automatically result in the increasing demand in the market. v. The soap industry in India is very acutely conquered by players like HUL, Nirma and Godrej. There is a huge entry barrier in the form of customer loyalty towards the soaps they are using. The consumer will not easily change the soap which they are using without any specific reason. Hence, if the new entrant is sure that he could break this huge barrier, then only he should enter this industry or else its better to forget it. E.g. ITC ltd. just entered soap industry with its Vivel brand. With the brand name of the company it is successful in capturing a considerable market share. This is not an easy task for the company with less market image as compared to such GIANTS.
49
vi.
The customers of the existing players of the soap industry are extremely satisfied with the quality and the performance of the soaps used by them. Thus, it is a huge challenge for the new entrant or an existing player of the industry to grab the share of the player of the soap industry.
vii.
Use of some well-known personalities as brand ambassadors by the existing players of the soap industry has boosted the effect of positioning in the minds of the people. People can easily correlate the name of the soap with the name of the brand ambassador endorsing the soap.
50
viii.
The existing players have positioned themselves not only via soap characteristics, brand ambassadors and customer satisfaction; they have also made an excellent use of the taglines for their products to position themselves. These taglines have also made the consumers to correlate the name of the soap with the tagline and leave a soothing impression for the soap as the nature of the tagline.
ix.
And at last, the communication message designer should not believe that only positioning the soap in a beautiful manner will bring success. The product should also perform accordingly. The consumer is the king of the market and he is not an insane person. The message should be reasonable and justifiable by the performance of the product.
51
BIBLIOGRAPHY
(1). Marketing Management - Philip Kotler
(2).
Modern marketing management - Bhagwati & Pillai (Himalaya publications)
(3).
Strategic Brand Management - Kevin Lane Keller
(4).
Research Methodology Notes - ojas desai
(5).
Wikipedia encyclopedia (website)
(6).
Websites www.Dove.co.in www.positioningdetails.com www.scribd.com
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Annexure
Questionnaire
Respected Madam/Sir, I am studying at S.V. Patel College of computer science & Business Management, Surat conducting a survey on Impact of positioning of DOVE bathing soap in Surat city I would be grateful, if you could answer the questionnaire below. The views conveyed by you will be used for my academic purpose only. Answer for personal queries will be kept confidential. I thank you for sparing your valuable time and for co-operation in this endeavor. Yours faithfully, Shradhha Kasodariy.
1) State 3 brands of bathing soap that comes to your mind first. PEARS MEDIMIX LUX DETTOL
2) Do you give importance to Positioning while purchasing bathing soap? Yes No
3) Since when you are using the DOVE bathing soap? Since last 6 month 12 month to 24 month 6 to 12 month More than 24 month
4) Which form of DOVE bathing soap you are using? Liquid Regular
Impact of positioning of DOVE bathing soap in Surat city 5) Does celebrity attract you to purchase DOVE soap?
Yes No
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6) Do you feel DOVE is a moisturizing bar and not soap?

Yes No
7 ) What is the frequency of purchase DOVE soap?
Weekly Quarterly
Bimonthly Semi-annually
8) Do you think DOVE soap brings milder effect on your skin?

Yes No
9) Price rise of DOVE soap is affordable to you?

Yes No
10) According to you, who use DOVE soap? Lower class Middle class Upper class
54
11) Rank the various factors that compel you to choose DOVE bathing soap over other brands.
Features Brand name High quality Price Fragrance Schemes & offers
MOST IMPORTANT
IMPORTANT
NEUTRAL
NOT IMPORTANT
NOT MOST IMPORTANT
12) Rate the following effect generated by DOVE soap on given scale.
Factors Perfume Color Lather Long lasting Protect skin
Excellent
Very good
Good
Worst
Average
Poor
Very Poor
13) Would you like to use any other soap in future?
Yes
No
Cant say
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14) Do you think that DOVE has fulfilled your expectation? Yes No
PERSONAL DETAIL
___________________________________________________________________________
Name: Age: Gender:
_________________________________________________ 21 - 30 Male 31 - 40 Above 41 Female
Contact no: Monthly Income:
___________________________ Up to 20,000 20,000 50,000 50,000 or above
___________________________________________________________________________

Impact of DOVE Soap Positioning in Surat

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A PROJECT REPORT ON IMPACT OF POSITIONING OF DOVE BATHING SOAP IN SURAT CITY SUBMITTED IN PARTIAL FULFILMENT FOR THE DEGREE

OF BACHELOR OF BUSINESS ADMINISTRATION (BBA)

SUBMITTED BY Miss SHRADHHA KASODARIYA (94)

PROJECT GUIDE Mr. CHINTU THAKKHAR

SURAT EDUCATION SOCIETY

SHRI.SHAMBHU BHAI V. PATEL COLLEGE OF COMPUTER SCIENCE & BUSINESS MANAGEMENT

Date: Place: Surat

_______________ Faculty Guide Mr. Jenish Shah.

_______________ Principal Mr. Chintu Thakkhar.

Impact of positioning of DOVE bathing soap in Surat city

CHAPTER 1 INDUSTRY PROFILE

S.V. Patel College of computer science & Business Management, Surat

Impact of positioning of DOVE bathing soap in Surat city

S.V. Patel College of computer science & Business Management, Surat

Impact of positioning of DOVE bathing soap in Surat city

S.V. Patel College of computer science & Business Management, Surat

Impact of positioning of DOVE bathing soap in Surat city

Hindustan Unilever Limited :

S.V. Patel College of computer science & Business Management, Surat

S.V. Patel College of computer science & Business Management, Surat

S.V. Patel College of computer science & Business Management, Surat

Impact of positioning of DOVE bathing soap in Surat city

CHAPTER 2 COMPANY PROFILE

S.V. Patel College of computer science & Business Management, Surat

Impact of positioning of DOVE bathing soap in Surat city

S.V. Patel College of computer science & Business Management, Surat

S.V. Patel College of computer science & Business Management, Surat

S.V. Patel College of computer science & Business Management, Surat

Impact of positioning of DOVE bathing soap in Surat city

CHAPTER - 3 CONCEPTUAL FRAMEWORK

S.V. Patel College of computer science & Business Management, Surat

Impact of positioning of DOVE bathing soap in Surat city

INTRODUCTION (CONCEPTUAL FRAMEWORK)

S.V. Patel College of computer science & Business Management, Surat

Impact of positioning of DOVE bathing soap in Surat city

Points-of-parity (POP) and points-of-differences (POD):

S.V. Patel College of computer science & Business Management, Surat

Impact of positioning of DOVE bathing soap in Surat city

Establishing category membership:

Announcing category benefits.

Comparing the exemplars.

Relying on the product descriptor.

S.V. Patel College of computer science & Business Management, Surat

Impact of positioning of DOVE bathing soap in Surat city

Differentiation strategies for positioning:

Product differentiation Personnel differentiation Channel differentiation Image differentiation

S.V. Patel College of computer science & Business Management, Surat

S.V. Patel College of computer science & Business Management, Surat

Impact of positioning of DOVE bathing soap in Surat city

S.V. Patel College of computer science & Business Management, Surat

S.V. Patel College of computer science & Business Management, Surat

Impact of positioning of DOVE bathing soap in Surat city

S.V. Patel College of computer science & Business Management, Surat

Impact of positioning of DOVE bathing soap in Surat city

S.V. Patel College of computer science & Business Management, Surat

Impact of positioning of DOVE bathing soap in Surat city

TITLE OF THE PROJECT

Impact of positioning of DOVE bathing soap in Surat city

This project focuses on the two main features of positioning namely:-

S.V. Patel College of computer science & Business Management, Surat

Impact of positioning of DOVE bathing soap in Surat city

OBJECTIVES OF THE RESEARCH