A THESIS ON

A STUDY OF ACCEPTANCE CRITERIA OF NEW

PRODUCTS WITH SPECIAL REFERENCE OF
DETERGENT POWDER IN KANPUR

A report submitted in the partial fulfillment of

The requirements of
THE MBA PROGRAM
(THE CLASS OF 2010)

Under the guidance of

Mr. V.N. Chaudhary
(Faculty guide)

BY
SANTOSH KUMAR MAURYA
MBA (3rd sem)
Roll no.8NBKR035
University id
 PREFACE

A project provides the most natural condition under which students can
learn and get success in solving the problems of their day-to-day
activities. It helps a student to learn, to improvise, to intent, to
experiment, to find knowledge in all possible ways and to translate that
knowledge into action. It is a scientific method of imparting knowledge
based on principles of practical experiences and creative activities.
With the growth of rapid industrialization, the need of management is
felt everywhere. Management, in the modern times primarily means
handling men, machine, money and material in the most optimum
manner.
To introduce this practical aspect of management education a Project
Research Report is obligatory requirement for the partial fulfillment of
M.B.A. degree at ICFAI National college Kanpur. Our project was “A
study on the market share of Airtel market share in Kanpur”.

ACKNOWLEDGEMENT

At the very out set, I would like to express my deep sense of gratitude to
Mr. V.N. Choudhary, was kind enough to help me and by his
continuous guidance I could gather versatile information and knowledge
about different aspects of the project. I am also grateful to him as he has
always been a source of strength and motivation for all of us.
I would like to express my deep gratitude to Mr. Choudhary who
provided me with the opportunity to undergo the summer training in the
organization of such high repute, and guided us at every step.
I would also like to thank my faculty members, friends and family
members for all their unconditional support.

(SANTOSH KUMAR MAURYA)

MBA III Semester
University ID.

TABLE OF CONTENT

1. PREFACE
2. ACKNOWLEDGEMENT
3. SOAP & DETERGENT INDUSTRY PROFILE
4. COMPANY PROFILE
5. PRODUCT PROFILE
6. INTRODUCTION TO TOPIC
7. RESEARCH – AN OVERVIEW
8. RESEARCH METHODOLOGY
9. ANALYSIS & INTERPRETATION OF DATA.
 10. FINDINGS
11. SUGGESTIONS
12. LIMITATIONS OF STUDY
13. SWOT ANALYSIS
14. CONCLUSION
15. QUESTIONNAIRE

INDUSTRY PROFILE

The soap and detergent manufacturing industry includes about 700

companies with combined annual revenue of $17 billion. Major
companies in the consumer sector include divisions of Procter &
Gamble (P&G); Unilever; and Dial. Major companies in the commercial
sector include divisions of Ecolab and US Chemical. The industry is
highly concentrated: the top 50 companies hold almost 90 percent of
the market.

Competitive Landscape

Population growth, particularly households with children, drives demand

in the consumer sector, while economic growth drives demand in the
commercial sector. The profitability of individual companies depends on
efficient operations and effective sales and marketing. Large
companies have scale advantages in purchasing, manufacturing,
distribution, and marketing. Small companies can compete effectively
by offering specialized products, providing superior customer service, or
serving a local market. The industry is capital-intensive: average annual
revenue per worker is over $700,000. The industry is about evenly split
between the consumer and commercial segments. Both segments are
highly competitive, with large companies spending millions to maintain
market share.

Products, Operations & Technology

Major products include laundry detergent, soap, dishwashing detergent,

and toothpaste. Laundry detergent accounts for 40 percent of industry
revenue, soap for 20 percent, and dishwashing detergent for 15
percent.

Raw materials include surfactants, solvents, phosphates, silicates,

alkalis, salts, and perfumes. Suppliers include major chemical
manufacturers like Shell Chemical and Dow. P&G has a separate
business unit that manufactures key chemicals as part of a global supply
network. Packaging is about 20 percent of product costs, and includes
bags, boxes, bottles, tubes, and labels.

Companies may rely on or provide third-party contract manufacturing

services. Large companies may own multiple plants, including many
facilities outside the US.

Soap and detergent manufacturing is highly automated, and involves

significant capital investment in plants and equipment. Computers
control production equipment and inventory management. Many
companies use electronic data interchange (EDI) to optimize the
purchasing process. Due to the high level of automation, the average
plant has fewer than 20 employees.
R&D involves creating, testing, and improving product formulation, and
evaluating environmental compatibility. Technological advances have
reduced the amount of product needed, thereby reducing the amount of
packaging. Micro encapsulation technology allows manufacturers to
deliver unstable ingredients, like vitamin C, through soap to the skin.
Manufacturers also test new enzymes and bleaches that improve the
efficacy of products.

History of detergent and soap industry

The origins of personal cleanliness date back to prehistoric times.

Since water is essential for life, the earliest people lived near water
and knew something about its cleansing properties - at least that it
rinsed mud off their hands.

A soap-like material found in clay cylinders during the excavation of

ancient Babylon is evidence that soapmaking was known as early as
2800 B.C. Inscriptions on the cylinders say that fats were boiled with
ashes, which is a method of making soap, but do not refer to the
purpose of the "soap." Such materials were later used as hair
styling aids.
Records show that ancient Egyptians bathed regularly. The Ebers
Papyrus, a medical document from about 1500 B.C., describes
combining animal and vegetable oils with alkaline salts to form a
soap-like material used for treating skin diseases, as well as for
washing.

At about the same time, Moses gave the Israelites detailed laws
governing personal cleanliness. He also related cleanliness to health
and religious purification. Biblical accounts suggest that the
Israelites knew that mixing ashes and oil produced a kind of hair
gel.

The early Greeks bathed for aesthetic reasons and apparently did
not use soap. Instead, they cleaned their bodies with blocks of clay,
sand, pumice and ashes, then anointed themselves with oil, and
scraped off the oil and dirt with a metal instrument known as a
strigil. They also used oil with ashes. Clothes were washed without
soap in streams.

Soap got its name, according to an ancient Roman legend, from

Mount Sapo, where animals were sacrificed. Rain washed a mixture
of melted animal fat, or tallow, and wood ashes down into the clay
soil along the Tiber River. Women found that this clay mixture
made their wash cleaner with much less effort.

The ancient Germans and Gauls are also credited with discovering
a substance called soap, made of tallow and ashes, that they used to
tint their hair red.

As Roman civilization advanced, so did bathing. The first of the

famous Roman baths, supplied with water from their aqueducts,
was built about 312 B.C. The baths were luxurious, and bathing
became very popular. By the second century A.D., the Greek
physician, Galen, recommended soap for both medicinal and
cleansing purposes.

After the fall of Rome in 467 A.D. and the resulting decline in
bathing habits, much of Europe felt the impact of filth upon public
health. This lack of personal cleanliness and related unsanitary
living conditions contributed heavily to the great plagues of the
Middle Ages, and especially to the Black Death of the 14th century.
It wasn't until the 17th century that cleanliness and bathing started
to come back into fashion in much of Europe. Still there were areas
of the medieval world where personal cleanliness remained
important. Daily bathing was a common custom in Japan during the
Middle Ages. And in Iceland, pools warmed with water from hot
springs were popular gathering places on Saturday evenings.

Soapmaking was an established craft in Europe by the seventh

century. Soapmaker guilds guarded their trade secrets closely.
Vegetable and animal oils were used with ashes of plants, along with
fragrance. Gradually more varieties of soap became available for
shaving and shampooing, as well as bathing and laundering.
Italy, Spain and France were early centers of soap manufacturing,
due to their ready supply of raw materials such as oil from olive
trees. The English began making soap during the 12th century. The
soap business was so good that in 1622, King James I granted a
monopoly to a soapmaker for $100,000 a year. Well into the 19th
century, soap was heavily taxed as a luxury item in several
countries. When the high tax was removed, soap became available to
ordinary people, and cleanliness standards improved.

Commercial soapmaking in the American colonies began in 1608

with the arrival of several soapmakers on the second ship from
England to reach Jamestown, VA. However, for many years,
soapmaking stayed essentially a household chore. Eventually,
professional soapmakers began regularly collecting waste fats from
households, in exchange for some soap.
A major step toward large-scale commercial soapmaking occurred
in 1791 when a French chemist, Nicholas Leblanc, patented a
process for making soda ash, or sodium carbonate, from common
salt. Soda ash is the alkali obtained from ashes that combines with
fat to form soap. The Leblanc process yielded quantities of good
quality, inexpensive soda ash.

The science of modern soapmaking was bom some 20 years later

with the discovery by Michel Eugene Chevreul, another French
chemist, of the chemical nature and relationship of fats, glycerine
and fatty acids. His studies established the basis for both fat and
soap chemistry.

Also important to the advancement of soap technology was the mid-

1800s invention by the Belgian chemist, Ernest Solvay, of the
ammonia process, which also used common table salt, or sodium
chloride, to make soda ash. Solvay's process further reduced the
cost of obtaining this alkali, and increased both the quality and
quantity of the soda ash available for manufacturing soap.
These scientific discoveries, together with the development of power
to operate factories, made soapmaking one of America's fastest-
growing industries by 1850. At the same time, its broad availability
changed soap from a luxury item to an everyday necessity. With this
widespread use came the development of milder soaps for bathing
and soaps for use in the washing machines that were available to
consumers by the turn of the century.

The chemistry of soap manufacturing stayed essentially the same

until 1916, when the first synthetic detergent was developed in
Germany in response to a World War I-related shortage of fats for
making soap. Known today simply as detergents, synthetic
detergents are non-soap washing and cleaning products that are
"synthesized" or put together chemically from a variety of raw
materials. The discovery of detergents was also driven by the need
for a cleaning agent that, unlike soap, would not combine with the
mineral salts in water to form an insoluble substance known as soap
curd.

Household detergent production in the United States began in the

early 1930s, but did not really take off until after World War II. The
war-time interruption of fat and oil supplies as well as the military's
need for a cleaning agent that would work in mineral-rich sea water
and in cold water had further stimulated research on detergents.
The first detergents were used chiefly for hand dishwashing and fine
fabric laundering. The breakthrough in the development of
detergents for all-purpose laundry uses came in 1946, when the first
"built" detergent (containing a surfactant/builder combination) was
introduced in the U.S. The surfactant is a detergent product's basic
cleaning ingredient, while the builder helps the surfactant to work
more efficiently. Phosphate compounds used as builders in these
detergents vastly improved performance, making them suitable for
cleaning heavily soiled laundry.

By 1953, sales of detergents in this country had surpassed those of

soap. Now detergents have all but replaced soap-based products for
laundering, dishwashing and household cleaning. Detergents (alone
or in combination with soap) are also found in many of the bars and
liquids used for personal cleansing.

Since those early achievements in detergent and builder chemistry,

new product activity has continued to focus on developing cleaning
products that are efficient and easy to use, as well as safe for
consumers and for the environment

Liquid Detergent
When detergent is mentioned, the cake, bar or powder usually comes to
mind. For small manufacturers, the best advice on making liquid
detergents is to purchase an intermediate dodecyl benzene sulphonic
acid (DDBSA) better known as acid slurry from primary producers.
Liquid detergents, which actually proceeded powders, are used mainly
for fine wash and dish washing. It can undoubtedly be said that liquid
detergents are an important part of today’s cleanser markets of
developed countries. In India, liquid detergent is still under development
stage, except that is used in large quantities in textile mills for wet
processing for textile goods. There are few organized and many
unorganized sectors engaged in the manufacturing of liquid detergent. It
has got good market over solid detergent. So it can be concluded that
few entrepreneurs may enter in this fields.

Plant capacity: 400 Kgs/Day Plant & machinery: Rs. 14.60

Lakhs
Working capital: Rs. 16.53
T.C.I: Rs. 60.64 Lakhs
Lakhs
Return: 26.03% Break even: 60.43%

Information

• One Lac / Lakh / Lakhs is equivalent to one hundred thousand

(100,000)
 • One Crore is equivalent to ten million (10,000,000)

• T.C.I is Total Capital Investment.

Soap Coated Paper

This product is handy and cheap and has versatile application. It is

useful during traveling as one can carry in his pocket and after use it can
be discarded. Being a hand and portable item, its popularity is grate and
as it is cheap, common man can afford it. There are a limited number of
manufacturers producing this product and there be greater through
proper advertisement. Hence its market potential is prosperous and a
new entrepreneur can go in for this trade as it has great scope for a bright
future.

Plant & machinery: Rs. 3.60

Plant capacity: 90 Kgs /Day
Lakhs
Working capital: Rs. 6.11 Lakhs T.C.I: Rs. 18.20 Lakhs

Return: 40.83% Break even: 53.47%

Information
 • One Lac / Lakh / Lakhs is equivalent to one hundred thousand

(100,000).

• One Crore is equivalent to ten million (10,000,000).

• T.C.I is Total Capital Investment.

INTRODUCTION OF TOPIC
New product acceptance process has generally focused on the consumer
and ways to incorporate their preferences in developing new products.

As with any new product launch or line extension, it is critical during the
early stages to monitor product acceptance amongst consumers.

The purpose of research is to discover answers questions through the

application of scientific procedures. The main aim of research is to find
out the truth which is hidden and which has not been discovered as yet.
€Through each research study has its own specific purpose, we may
think of research objectives as falling in to a number of following broad
grouping.

It is important for marketers not only to understand who is purchasing

the product, but equally, the extent to which consumer perceptions
impact actual consumer purchase dynamics. As marketers, there are
many factors we need to consider when evaluating new product
There are many new products launch in Kanpur, but some products are
failed and some products are success. In Kanpur there are so much
factories and industries they produce many types of products. Suppose a
company introduce his new product detergent powder in the city.
We are study according to consumer
When any products are accepected by consumer, those products have
certain features. According to consumer they want many features in his
products. Just like color of product, advertisement of products, price of
products, packing of products, no chemical side effects of human body,
eco-friendly, and availability in the market.

Here we describe the product according to consumer.

Advertisement:-Advertisement creates awareness, interest and desire for
product and services in customers to buy them. Advertisement helps in
changing the customer’s perceptions. The consumers want to use famous
product.
Color:-Color of product is also important.
Price: - The pricing of product in a market is depending on the type of
competition existing in it. Price is main factor to success of any product.
If price is high according to product then costumer is not more
interested.
Packing:-Packaging is the process of developing of design and a
container for a product. Packing is direct effect on costumer, if
packing is attractive then it influence to the costumer.
Availability in market:-Consumer wants those product which are easily
available in market. If consumer want product those are not easily
available in market then consumer may be shift to another product.
Product:-the product should be eco friendly. Product should also be a
flexible in sizes. Product should be reach in every person.
Promotion: When any product launch by company then company should
give the promotion by monetary term or other term.
This topic is very useful for me because it is a research topic. In this
topic I will collect the primary dada from the direct consumer and after
then I will analysis data with appropriate method.

REARCH AND OVERVIEW

Research in common parlance refers to a search for knowledge. One can

also define research as a scientific and systematic research for pertinent
information on a specific topic. In fact, Research is an art of scientific
investigation.
The Advanced Learner’s Dictionary Of Current English lays down the
meaning of research as “ A careful investigation or inquiry especially
through search for new facts in any branch of knowledge. ”

Research can be defined as “ logical and systematized application of the

fundamentals of science to the general and overall questions of a study,
and scientific techniques which provide precise tools, and specific
procedures and technical, rather than philosophical means for getting
and ordering the data prior to their logical and manipulation.”

Research represents “ a systematic method of exploring actual persons

and groups, focused primarily on their experience within their social
worlds, inclusive of social attitudes and values, the mode of analysis of
these experiences which permit stating proposition in the form.”
In short, search for knowledge through objective and systematic method
of finding solution to a problem is research.

OBJECTIVES OF RESEARCH

The purpose of research is to discover answers to questions through the

application of scientific procedures. The main aim of research is to find
out the truth which is hidden and which has not been discovered as yet.
Though each research study has its own specific purpose, we may think
of research objectives as falling into a number of following broad
groupings:

1. To gain familiarity with a phenomenon or to achieve new insights into it

(Studies with this object in view are termed as exploratory research studies).

2. To portray accurately the characteristics of a particular Individual, situation

or a group (studies with this object in view are known as descriptive research
Studies).

3. To determine the frequency with which something occurs or with which it is

associated with something else (studies with this object in view are known as
diagnostic research studies).

4. To test a hypothesis of a causal relationship between variables (such studies

are known as Hypothesis-testing research studies).

RESEARCH PROCESS
Research process consists of a number of closely related activities.
Various steps involved in a research process are not mutually
Excolusive nor they are separate and distinct. Researcher has to be
 constantly anticipating at each step in the research process the
requirements of the subsequent steps. However, the following order
concerning various steps provides a useful procedural guideline
regarding the research process.

1. Formulate the research problem.

2. Determine the research design.
3. Determine the data collection methods and forms.
4. Design data collection forms.
5. Design sample and collect data.
6. Analyze and interpret the data.
7. Prepare the final research report.

RESEARCH METHODOLOGY

SAMPLING DESIGN

Once the problem of research is decided, the next area of immediate

concern is the adoption of research design.
The researcher will decide how the information will be collected? There
are two important sources of collection of information.

1. CENSUS
2. SAMPLE

In case the data is to be collected from each member of the population of

interest, it is known as the census survey. If, data are to be collected
from each member of the population of interest, it is known as the
Sample survey.
 Advantages of Sampling

1. Sampling can save time and money. A sample study is usually less
expensive than a census study and produces results at a relatively
faster speed.
2. Sampling may enable more accurate measurement for a sample
study, and is generally conducted by trained and experienced
investigators.
3. Sampling remains the only way when the population contains
infinitely many members.
4. Sampling remains the only choice when the test involves the
destruction of the item under study.
5. Sampling study usually enables to estimate the sampling errors and
thus assists in obtaining information concerning some
characteristics of the population.
 STEPS IN SAMPLING DESIGN

While developing a sampling design, primary attention was paid to

the following points:

1. Type of Universe
The first step in developing any sampling design is to clearly define
the set of objects, called the universe, to be studied. The universe can
be finite or infinite. In finite universe the number of items is certain,
but in case of an infinite universe the number of items is infinite The
population of a city, number of workers in a factory are the examples
of a finite universe.

The number of stars in the sky, listeners of a specific radio

programme etc are examples of infinite universe.

• In this research work, while studying the consumer satisfaction,

the entire Kanpur city, is taken as the Universe. The universe is
finite in nature.
 2. Sampling Unit:
A decision has to be taken concerning a sampling unit before
selecting a sample. Sampling unit may be geographical one such as
state, district, village etc. or a construction unit such as house, flat,
etc. or it may be social unit such as a family, club, school, etc. or it
may be an individual.

• Here in this research work since, main aim was to study the
consumer satisfaction of Ariel detergent as a result of which
mostly housewives from various areas of the city were surveyed
and data was collected from them, so we can say that sampling
unit is individual housewives.
3. Source list:
It is also known as a sampling frame from which sample is to be
drawn. It contains the names of all items of a universe (in case of
finite universe only.) Such a list should be comprehensive, correct,
reliable and appropriate. It is extremely important for the source list
to be as representative of the population as possible.

• Here in this research work, individuals from various areas of the

city were surveyed and the data was collected from them. List of
various areas from were individuals were selected for
conducting a survey are as follows:
1. GOVIND NAGAR
2. MASWANPUR
3. BARRA
 4. Size of Sample
This refers to the number of items to be selected from the
universe to constitute a sample. The size of sample should
neither be excessively large, nor too small. It should be
optimum an optimum sample is one, which fulfills the
requirements of efficiency, representative ness, reliability, and
flexibility.

• Here in this research work, from the various areas of the

city mentioned above, 120 respondents were selected
which consisted of housewives, and a survey was
conducted on them.

5. Parameters of interest:
In determining the sample design, one must consider the
question of the specific population parameters, which are of
interest. For instance, we may be interested in estimating the
proportion of persons with some characteristics in the
population, or we may be interested in knowing some average
or the other measure concerning the population.
 • Here in this research work, main aim was to determine
the extent to which the respondents are satisfied with the
performance of Ariel detergent and Rin detergent
product, with respect to other similar brands available in
the market.

6. Budgetary Constraints
Cost considerations, from practical point of view, have a
major impact upon decisions relating to not only the size of
the sample but also to the type of sample.

• Since we were also, suffering from the budgetary

constraints both in terms of money and time, as a result it
was not possible to conduct the survey on the entire
universe. As a result we selected those Areas which were
within our reach. Keeping in mind the budget our sample
size was also restricted to 120 respondents only.

7. Sampling Technique
Finally, decision is to be made about the technique to be used
in selecting the items for the sample. Obviously, that
 technique must be chosen for which has a small sampling
error, for a given sample size and for a given cost.

• Here, in this research work area wise sampling is done A

non probability method of sampling is used. Since,
Quota sampling is widely used for conducting consumer
surveys as a result of which Quota sampling technique
was adopted.

ANALYSIS AND INTERPRETATION OF

DATA

STATUS Ariel RIN

S.NO.
1. POOR 1% 1%

2. AVERAGE 16% 26%

3. GOOD 83% 73%

4. CAN’T SAY 0% 0%
(1)

OIL CLEANING POWER

 Oil Cleaning Power
No.of Consumers

100%
90% 83%
80% 73%
70%
60%
ARIELt
50%
RIN
40%
26%
30%
16%
20%
10% 1% 1% 0% 0%
0%
Poor Avg. Good Can,t say
 S.NO. STATUS Ariel RIN
1. POOR 6% 9%
2. AVERAGE 61% 45%
3. GOOD 30% 43%
4. CAN’T SAY 3% 3%

(2)

PERFUME
 Perfume
No.of Consumers

100%
90%
80%
70% 61%
60%
45% ARIEL
50% 43%
RIN
40% 30%
30%
20%
9%
6% 3% 3%
10%
0%
Poor Avg. Good Can,t say

S.NO. STATUS Ariel RIN

(3) 1. POOR 20% 1%
2. AVERAGE 64% 30%
3. GOOD 8% 60%
4. CAN’T SAY 8% 9%
COLOUR
 Colour

100%
90%

No.of Consumers
80%
70% 64%
60%
60%
ARIELt
50%
RIN
40%
30%
30%
20%
20%
8% 8% 9%
10% 1%
0%
Poor Avg. Good Can,t say

(4)
S.NO. STATUS XPERT VIM

1. POOR 24% 16%

2. AVERAGE 41% 11%

3. GOOD 11% 62%

4. CAN’T SAY 24% 11%

AVAILABILITY
Availability

100%
No.of Consumers

90%
80%
70% 62%
60%
ARIEL
50% 41%
RIN
40%
30% 24% 24%
16%
20% 11% 11% 11%
10%
0%
Poor Avg. Good Can,t say

ADVERTISEMENT
 VISUALITY

Advertisement Visuality

90%
80%
70%
No.of Consumers

60%
50%
84% Xpert
40%
30%
20%
10% 16%
0%
Yes No

S.NO. STATUS ELEC.MEDIA

PRINTMEDIA

1. YES 84% 69%

2. NO 16% 31%
S.NO. SUGGESTIONSAriel
1. MELTING RATE 40%
2. COLOUR 33%
3. PERFUME 15%
4. AVAILABILITY 7%
5. OTHERS 5%

Suggestions Given
No.Of Consumers

100%
90%
80%
70%
60%
50% ARIELt
40%
30%
20% 40%
33%
10% 15%
7% 5%
0%
MeltPower Perfume Colour Availability Others
Suggestions
 S.NO. STATUS Ariel
1. 0%--40% 0%
2. 40%--60% 16%
3. 60%--80% 54%
4. 80%--100% 30%

11.

SATISFACTION IN Ariel

S.NO STATUS Ariel RIN

1. 0%--40% 2% 0%
2. 40%--60% 14% 21% 12.
3. 60%--80% 54% 42%
4. 80%--100% 30% 37%

ARIEL SATISFACTION WITH RESPECT TO

 RIN DETERGENT.

No. of Consumer in %
Overall Satisfaction with Xpert & Vim

60% 54%
50% 42%
40% 37%
30% ARIEL
30% 21% RIN
20% 14%
10% 2%
0%
0%
0%-40% 40%-60% 60%-80% 80%-100%

FINDINGS
1. ARIEL has got a good stains removal power.
2 ARIEL dish wash bar has got good Oil stains removal power.
3. Perfume of ARIEL is average in nature, and is not much effective.
4. Colors of ARIEL is average in nature.
5. Melting rate of ARIEL is very high. Most of the respondents found
that it is poor in nature.
6. Availability of ARIEL is average it is not so easily available on the
retail shops in all the areas.
7. Respondents are familiar with the Advertisement of ARIEL detergent
and can have access to it at regular intervals.
8. Advertisement of ARIEL is concerned, most of them have seen the
adv. on Electronic media in comparison to Print media.
9. Attributes of ARIEL detergent like packaging, cleaning, foaming,
fragrance, price etc were really liked by the respondents.
10. Suggestions were given by the respondents, regarding the
improvements in melting resistance power, Colour, perfume,
availability etc.
11. The Satisfaction level, for ARIEL detergent lies between the Range
of 60% to 80%.
12. The level of Satisfaction of ARIEL detergent to that of VIM bar the
average of both lies between 60% to 80%.

SUGGESTIONS

1. Efforts must be taken to reduce the melting rate of ARIEL

detergent

2. Perfume of ARIEL detergent is very mild, steps must be taken

to make its fragrance more stronger and a pleasant one.
3. Colour of ARIEL detergent is not very attractive, steps must be
taken to make the colouring more attractive.

4. Company must take measures to improve the availability of

the product, it should use a proper distribution channel.

5. More emphasis should be laid on advertising & promotional

measures so that more & more people become aware of the
product.

LIMITATIONS OF THE STUDY

1. While conducting the survey the biggest problem faced was the
very wide and vast geographical area of the city and resources were
limited. Hence the respondents of some localities could not be covered.

2. Another problem was that some people were suspicious about the
survey and they refused to disclose their identity and answering the
questions.
 3. The biasness and hesitation of the respondents in giving the
answers to certain questions.

4. Few respondents were not available at the time of taking the

feedback.

5. Time and money constraint was the limiting factor for the research.

SWOT ANALYSIS

STRENGTHS

RIN is not unknown to the consumers since the company has been
dealing in soap & detergent section from long time back. The products
launched by the RIN group have achieved a big success in the market.
As far as ARIEL detergent is concerned:

1- It has proven it's wroth and has a very strong brand image.
2- Easy availability, affordable prices & standard quality of
products.
3- Feedback coming from consumers are satisfactory.

WEAKNESSES

The major weakness of the firm was that the company was not focusing
much on the area of advertisement of its products. How ever, now the
company is offering with various advertisements according to the
product category.
1. There is no proper arrangement of clearance of damage &
expiry Claim.
 2. Distribution channel is weak as compared to competitors.
3. Lack of consumer promotion plans.
4. Proper supply of products is not ensured in several areas.
5. Certain attributes of the product are needed to be changed if it
wants to emerge as a leading brand in Detergent

OPPORTUNITIES

1. The ARIEL detergent is giving a strong competition to its

competitors, the company can expand the area of target customers.
2. The firm by making minor changes in the product can really rule
the market.
3. The firm can take steps to increase the availability of the product
in certain areas & can convince the retailers to promote their
product .
WEAKNESSES

1. If the firm will not increase the frequency of the adds for ARIEL
detergent there are chances that it may be wiped out from the
minds of consumers.
2. The availability of product is not satisfactory in certain areas,
there are chances that competitors product or some other new
brand may enter into that area.
 CONCLUSION

1. If we go through this entire project work, then we will find out that HUL

(Hindustan Uniliver Limited) has got a very good brand image into the

market. Some of its products still capture the major portion of the market

share in the detergent section.

2. The is ARIEL detergent also another promising product offered by the

HUL group.

3. If we analyse the overall performance of ARIEL detergent, it is far better

than its competitors.

4. Respondents also found ARIEL detergent, much better than its competitors

as far as cleanliness is concerned. The feedback obtained was favourable.

5. The attributes of ARIEL detergent are really convincing & attractive.

6. Its has got huge market potential & is gaining tremendous popularity

among target audience.

7. I am sure, if the company pays a little more attention towards improving the

features of the product, then within no time ARIEL detergent will rule the

market and will emerge as the leading brand in dish wash bar.

BIBLIOGRAPHY

Marketing Management

By Philip Kotler.

Research Methodology

By C.R. Kothari.

Consumer behaviour

By Kanuk & Schiff man.

WEBSITES

www.wikipedia.com
www.scribd.com
www.google.com
 QUESTIONNAIRE

Name :
………………………………………………………….
Address :
…………………………………………………………..

1. Which range (price) of the detergent powder is been used.

(a) 50-75 Rs per kg (a) 75-100Rs per kg

(b) 100-125 Rs per kg (d) above the 125 Rs per kg

2. Which size of the product is been do you purchase?

(a) very small (b) small
(c) medium (d) big

3. How frequently you purchase the products?

(a) in a week (b) in a month

4. Rate ARIEL Detergent on following parameters.

(i) Burned stain (ii) Oily cleaner
(a) Poor (a) Poor
(b) Average (b) Average
(c) Good (c) Good
(d) Can’t say (d) Can’t say
(iv) Colour (v) Perfumes

(a) Poor (a) Poor

(b) Average (b) Average

(c) Good (c) Good

(d) Can’t say (d) Can’t say

(vi) Melting Power (vi) Availability

(a) Poor (a) Poor

(b) Average (b) Average

(c) Good (c) Good

(d) Can’t say (d) Can’t say

5. You watch the advertisement of ARIEL Detergent on Television or

through any other media?

………………………………………………………………………
…………………
6. If a detergent product is launched at lower price would you purchase
it
(A) Yes (B) No (C) can’t say (D) prefer to my old one

7. If a detergent powder is being offered with new features and quality,

as compare to old one ever,would you accept it.
(A) Yes (B) No (C) featured not very popular (D) can’t say

8. Do you rank the product according to its popularity be it very old and
cheap?
(A) Yes (B) No (C) rank to new one (D) first use than
rank
9. What is your openion regarding a product, if newly launched with
special reference to detergent power.
(A) Not very reliable (B) May be good (C) bad quality(D)
Dominating quality
10. your preference to use newly launch powder as compare to old one
will be

(A) MODERATE (B)appreciable (C) given preference

after my old used power
Date: Signature: