Sei sulla pagina 1di 65

Marketing Mix of Spectra

A
Project Report On
MARKETING MIX IN SHUKLA INDUSTRIES

Submitted in partial fulfilment for the degree of


Bachelors of Business Administration (2013-2015) affiliated to
Jammu University,

Submitted to Submitted by
Mr. Shaukat Hussain

Akashdeep
Faculty of management BBA Part 3rd .
Univ.Roll no.306150020

1
Marketing Mix of Spectra

DECLARATION
I hereby declare that the summer training project report “MARKETING MIX” submitted under
the guidance of Mr. Shaukat Hussain is my original work.

The preparation of project report is based on my personal findings, interactions with the
customers and consultation with eminent scholars and secondary sources.

This information has been collected from genuine and authentic sources. The work has been
Submitted in partial fulfillment of BACHELORS IN BUSSINESS ADMINISTRATION (B.B.A)
of GOVERNOMENT DGREE COLLEGE (BOYS), UDHAMPUR.

Akashdeep

2
Marketing Mix of Spectra

Government Degree College (Boys), Udhampur

CERTIFICATE
This is to certify that Akashdeep s/o SH Rajesh Kumar ,student of B.B.A III, Roll
No.306150020, has completed his project report on the topic Marketing mix under my guidance
and supervision during the academic year 2015-2016 in the partial fulfillment of requirement for
awarding the degree of Bachelors of Business Administration by the University of Jammu

To the best of my knowledge the work done by the student is original and will be of valuable
source for the scholars and organizations to carry advance research work.

Signature

Mr. Shaukat Hussain

3
Marketing Mix of Spectra

Certificate

This is to certify that Akashdeep s/o SH Rajesh Kumar student of B.B.A III Roll
No.306150020is a bona fide student of this institute he has completes the project report
on the topic “MARKETING MIX” in SHUKLA INDUSTRIES under the supervision of
Lect.SHAUKAT HUSSAIN . For the partial fulfilment of requirement for awarding the
degree of Bachelors of Business Administration (2013-2016) affiliated toJammu
University.

(Mr. Shaukat Hussain)

Lect. In BBA

Project incharge

4
Marketing Mix of Spectra

ACKNOWLEDGEMENT
The success and final outcome of this project required a lot of guidance and assistance from
many people and I am extremely fortunate to have got this all along the completion of my project
work. Whatever I have done is only due to such guidance and assistance and I would not forget
to thank them.

I respect and thank Mr BIMAL GUPTA, for giving me an opportunity to do the project work in
MARKETING MIXand providing us all support and guidance which made me complete the
project on time . I am extremely grateful to him for providing such a nice support and guidance
though he had busy schedule managing the company affairs.

I owe my profound gratitude to our project guide Mr. SHAUKAT HUSSAIN, who took keen
interest on our project work and guided us all along, till the completion of our project work by
providing all the necessary information about service quality and customer satisfaction in this
Organisation.

I would like to thank our H.O.D Prof. Yogesh Sharma and principal Mr. S.S.Balwal for always
encouraging and supporting us. I am thankful to and fortunate enough to get constant
encouragement, support and guidance from all Teaching staffs of Department of B.B.A who
helped us in successfully completing our project work.

5
Marketing Mix of Spectra

CONTENTS TABLE

Chapter 1. Introduction

An overview onMarketting mix

Chapter 2. Company Profile

Industrial profile

Chapter 3. Research Methodology

Research Design

Sample Design

Chapter 4. Analysis and Interpretation of Data

Chapter 5. summary of Findings

Recommendations

Suggestions

Conclusion

Appendix

Bibliography

Questionnaire

6
Marketing Mix of Spectra

CHAPTER 1
INTRODUCTION

7
Marketing Mix of Spectra

1.1 THEORETICAL ASPECTS REGARDING MARKETING MIX

Marketing concept

Marketing concept was founded in 1957 by Jhon B. Mc. Kitterick (CEO

General Electric): „marketing concept is the philosophy of consumer orientation,

philosophy which implies integral and coordinated actions and reaching a certain

goal (Lefter, et al., 2006, p. 25)”. The most basic concept underlying marketing is

that of human needs.

Human needs are states of felt deprivation. Wants are the form human needs

take as they are shaped by culture and individual personality. When wants are

backed by buying power they become demands.

Marketing definition is based on the following concepts: needs, wants,

demands, markets, change, transaction and relations, satisfaction and value,

products, services and experiences (Kotler & Armstrong, 2004, p.8).

1.2 Marketing mix

Marketing is the art and science of selling. Ingredients for a good marketing

(according to Philip Kotler) are the 4P’s: product, price, promotion and placement.

An effective marketing program combines harmoniously all elements of the

8
Marketing Mix of Spectra

marketing mix. Marketing mix is the main instrument of the company for obtaining

strong positioning on the concerned markets.

Product policy. The authors of the paper: “Marketing. Explanatory Dictionary”

(Florescu, et al., 2003, p.537) define product policy as a decision adopted by

manufacturing or commercial companies regarding the size, structure and

evolution of the range of goods and services (Lefter, et al., 2006, p.375, 405).

Product policy is often compared with “the heart of marketing”. It has a direct

connection with the other elements of the marketing mix.

Price policy. Price is a market instrument and an index of the economic and social

reality (Lefter, et al., 2006, p.449). Price is the only marketing mix variable which

leads to profits, the others are generating only expenses and investments. Price is a

very flexible element of the mix and it can be changed rapidly, unlike the product

characteristics and the placement activity.

Placement policy. Placement’s role is to assure the necessary balance in the

market primarily between demand and supply and between producers and

consumers. Another role of the distribution is to streamline the buying – selling

processes. The advantages of custom sales are:

 it allows maintaining control over the entire marketing process;

 it reduces distribution expenses;

9
Marketing Mix of Spectra

 direct contact of the manufacturer with the consumer, it facilitates market

knowing;

 supporting the factory brand;

 controlling the price;

 guaranteeing the quality of the sold products;

 quality services.

The disadvantages of this type of sale are: usage of man y financial

resources for trainings, human resources.

Promotion policy. Promotion should be seen as a key tool of the marketing mix.

The way how the company combines the various promotion components in order

to achieve goals, rises the promotional mix.

Personal promotion is a form of communication. This is defined as being: “o form

of communication from one person to another, in which the seller persuades the

potential buyer to buy the products and services of the company” (Lefter, et al.,

2006, p.562).

10
Marketing Mix of Spectra

1. 3 Introductlion to the Project

DETERGENT

A detergent (as a noun) is a material intended to assist cleaning. The term is

sometimes used to differentiate between soap and other surfactants used for

cleaning. As an adjective pertaining to a substance, it (or "detersive") means

"cleaning" or "having cleaning properties"; "detergency" indicates presence or

degree of cleaning property.

Detergents, especially those made for use with water, often include different

components such as:

 Surfactants to 'cut' (Emulsify) grease and to wet surfaces

 Abrasive to scour

 Substances to modify pH or to affect performance or stability of other

ingredients, acids for descaling or caustics to break down organic

compounds

 Water softeners to counteract the effect of "hardness" ions on other

ingredients

 oxidants (oxidizers) for bleaching, disinfection, and breaking down organic

compounds

 Non-surfactant materials that keep dirt in suspension


11
Marketing Mix of Spectra

 Enzymes to digest proteins, fats, or carbohydrates in stains or to modify

fabric feel

 Ingredients that modify the foaming properties of the cleaning surfactants, to

either stabilize or counteract foam

 Ingredients to increase or decrease the viscosity of the solution, or to keep

other ingredients in solution, in a detergent supplied as a water solution or

gel

 Ingredients that affect aesthetic properties of the item to be cleaned, or of

the detergent itself before or during use, such as optical brighteners, fabric

softeners, colors, perfumes, etc.

 Ingredients such as corrosion inhibitors to counteract damage to equipment

with which the detergent is used

 Ingredients to reduce harm or produce benefits to skin, when the detergent is

used by bare hand on inanimate objects or used to clean skin

 Preservatives to prevent spoilage of other ingredients

Sometimes materials more complicated than mere mixtures of compounds

are said to be detergent. For instance, certain foods such as celery are said to be

detergent or detersive to teeth.

12
Marketing Mix of Spectra

Types

There are several factors that dictate what compositions of detergent should

be used, including the material to be cleaned, the apparatus to be used, and

tolerance for and type of dirt. For instance, all of the following are used to clean

glass. The sheer range of different detergents that can be used demonstrates the

importance of context in the selection of an appropriate glass-cleaning agent:

 a chromic acid solution—to get glass very clean for certain

precisiondemanding purposes such as analytical chemistry

 a high-foaming mixture of surfactants with low skin irritation—for

handwashing of dishware in a sink or dishpan

 any of various non-foaming compositions—for dishware in a dishwashing

machine

 other surfactant-based compositions—for washing windows with a

squeegee, followed by rinsing

 an ammonia-containing solution—for cleaning windows with no additional

dilution and no rinsing

 ethanol or methanol in windshield washer fluid—used for a vehicle in

motion, with no additional dilution

 glass contact lens cleaning solutions, which must clean and disinfect without

leaving any eye-harming material that would not be easily rinsed.

13
Marketing Mix of Spectra

Terminology

Sometimes the word detergent is used to distinguish a cleaning agent from

soap. During the early development of non-soap surfactants as commercial

cleaning products, the term syndet, short for synthetic detergent was promoted to

indicate the distinction. The term never became popular and is incorrect, because

most soap is itself synthesized (from glycerides). The term soapless soap also saw

a brief vogue. There is no accurate term for detergents not made of soap other than

soapless detergent or non-soap detergent.

The term detergent by itself is sometimes used to refer specifically to

clothing detergent, as opposed to hand soap or other types of cleaning agents.

Plain water, if used for cleaning, is a detergent. Probably the most widelyused

detergents other than water are soaps or mixtures composed chiefly of soaps.

However, not all soaps have significant detergency and, although the words

"detergent" and "soap" are sometimes used interchangeably, not every detergent is

a soap.

The term detergent is sometimes used to refer to any surfactant, even when

it is not used for cleaning. This terminology should be avoided as long as the term

surfactant itself is available.

14
Marketing Mix of Spectra

HISTORY OF DETERGENT

The earliest detergent substance was undoubtedly water; after that, oils,

abrasives such as wet sand, and wet clay. The oldest known detergent for wool-

washing is stale (putrescent) urine. For the history of soap, see the entry thereon.

Other detergent surfactants came from saponinsand ox bile.

The detergent effects of certain synthetic surfactants were noted in 1913 by

A. Reychler, a Belgian chemist. The first commercially available detergent taking

advantage of those observations was Nekal, sold in Germany in 1917, to alleviate

World War I soap shortages. Detergents were mainly used in industry until World

War II. By then new developments and the later conversion of USA aviation fuel

plants to producetetrapropylene, used in household detergents, caused a fast

growth of household use, in the late 1940s. In the late 1960s biological detergents,

containing enzymes, better suited to dissolve protein stains, such as egg stains,

were introduced in the USA by Procter & Gamble.

DETERGENT MARKET IN INDIA

The Indian fabric wash products market was a highly fragmented one. There

was a sizeable unorganized sector. Of the 23 lakh-tonne market, laundry soaps and

bars made from vegetable oils accounted for around seven lakh tonnes with

synthetic detergents making up the rest. Detergent cakes accounted for 40% of the

synthetic detergent used, while powder accounted for the rest. Washing powders

15
Marketing Mix of Spectra

were categorized into four segments - economy (selling at less than Rs.25 per kg),

mid-priced (Rs.25 - Rs. 90 per kg), premium (Rs. 90 - Rs. 120 per kg) and compact

(selling at over Rs. 120 per kg). The compact, premium and medium priced

segments together accounted for 20% of the volume share and 35% of the value

share. The economy segment made up the remaining lion's share of the market.

The fabric wash industry in India was characterized by low per capita

consumption, especially in rural markets. The major players in the Indian detergent

market were HLL, P&G, Nirma and Henkel (through its joint venture with SPIC, a

leading petrochemical company based in the south Indian city of Chennai).

MARKET SHARE

Major Players:

 Surf Excel

 Rin

 Arial

 Tide

 Nirma

 Wheel

16
Marketing Mix of Spectra

NIRMA
17
Marketing Mix of Spectra

NIRMA is one of the few names - which is instantly recognized as a true

Indian brand, which took on mighty multinationals and rewrote the marketing rules

to win the heart of princess, i.e. the consumer.

Nirma, the proverbial ‘Rags to Riches’ saga of Dr. Karsanbhai Patel, is a

classic example of the success of Indian entrepreneurship in the face of stiff

competition. Starting as a one-man operation in 1969, today, it has about 14, 000

employee-base and annual turnover is above Rs. 25, 00 crores.India is a one of the

largest consumer economy, with burgeoning middle class pie. In such a

widespread, diverse marketplace, Nirma aptly concentrated all its efforts towards

creating and building a strong consumer preference towards its ‘value-for-money’

products.

Now, the year 2004 sees Nirma’s annual sales touch 800,000 tones, making

it one of the largest volume sales with a single brand name in the world. Looking at

the FMCG synergies, Nirma stepped into toilet soaps relatively late in 1990 but

this did not deter it to achieve a volume of 100,000 per annum. This makes Nirma

the largest detergent and the second largest toilet soap brand in India with market

share of 38% and 20% respectively.

SURF EXCEL

18
Marketing Mix of Spectra

Surf Excel is currently running two campaigns riding on the popularity of

the "Daag Ache Hain" ( Dirt is good) campaign.The new campaign too strikes a

chord with the consumers. Continuing with the earlier campaign, the new ad

features two kids taking a Puddle fight to distract their fighting parents fighting

over a car collision. The voice over says " if some thing good happens because of

dirt then Dirt is Good". According to a report in agencyfaqs, the creative team had

a tough task in continuing a classic campaign and no doubt they have been very

successful.

The second campaign takes a cue from the World cup. The ad features a

group of kids preparing for World Cup 2015.

WASHING POWDER AND CAKE

19
Marketing Mix of Spectra

MARKRTING STRATEGIES OF ALL THE MAJOR PLAYERS.

When Procter& Gamble India (P&G) entered the detergent , market of India

at the beginning of the 1990s, the market had just calmed down after a decade long

battle between HLL’s Surf and Nirma of Nirma Chemicals. Though there were

many detergent brands in the market – Det, Key, Pont, Chase, Vimal, Vijay,

Adhunik, Plus, Hipolene, Tej, Mazda , Sanzar , etc – Surf remained the leader and

Nirma the challenger. Choosing the price conscious, lower segment as its market

and taking advantage of the concessions as an SSI unit, Nirma Chemicals offered a

low-priced brand and promoted it aggressively. HLL had to defend Surf with all its

might. The company stepped up its promotion of Surf, relying heavily on aspects

like quality and value for money. In addition, HLL introduced a low priced brand,

Wheel, and positioned it directly against Nirma in the same segment. HLL also

introduced Sunlight detergent powder, a brand extension of its Sunlight washing

soap taking advantage of its time tested brand image. Yet, within a few years,

Nirma garnered a share of 35 per cent of the market and literally shook Hindustan

Lever. The latter had been the market leader for years without any significant

challenge whatsoever. Also, by then the detergents market of India had grown into

a Rs 1,800 crore market. It was into this market that P&G entered with its Ariel as

a direct contestant against Surf. In fact, the P&G-HLL battle finally turned out to

20
Marketing Mix of Spectra

be one of the major marketing encounters of the 1990s. P&G and Lever, the rivals

around the world, were now combating on Indian ground.

How did P&G go about marketing Ariel? What marketing strategy did P&G

employ? P&G Seeks leadership position in the industry: P&G laid down its

marketing strategy in respect of Ariel: P&G aims at making Ariel the leading

detergent brand of India, squarely confronting the exiting market leader, Hindustan

Lever, and its leading brand, Surf. Our marketing strategy will be centered around

this major theme. The company will stick to this plan even if it means sacrificing

profits in the short run. P&G put Ariel on the Indian market in 1990, positioning it

directly against HLL’s Surf.

DETERGENTS UNDER SCRUTINY

The virtually unregulated use of pollutant chemicals in the Indian detergent

industry is a situation that needs to be quickly reversed, says Toxics Link.

October 2002 - Cleanliness has been an important consideration for human

beings from time immemorial, but the relation between personal and

environmental cleanliness is a less obvious one. Soap making dates back to about

1500 BC, the earliest records indicate that a combination of animal and vegetable

oils with alkaline salts was used to form a soap-like material. In ancient India too,

people used soap preparations made from plant or animal fats. Modern technology
21
Marketing Mix of Spectra

has provided synthetic detergents that have slowly replaced soaps. The first

detergents were used chiefly for hand dishwashing and fine fabric laundering. This

was followed by the development of all-purpose laundry detergents introduced in

the U.S. in 1946.

Today, India has a diverse range of detergents available off the shelf. The

annual consumption of detergents in India ranges to hundreds of thousands of

tonnes. The formal sector with its increasing ability to influence consumers via

advertisements is expanding its market share aggressively. The detergent market

has evolved into a highly competitive one where a myriad brands vie with each

other to get the customers' attention. Each brand claims to clean whiter, boasting of

technologically dubious terms such as fighting granules, power pearls, etc.

Detergents and health

Detergents are household chemical cleaning compounds used for laundering

and dishwashing. They contain wetting agents and emulsifiers, based on non-soap

synthetic surfactants. Synthetic detergent powders consist of surface-active agents,

builders and fillers. In addition they have additives like anti re-deposition agents,

optical fibre brighteners (whitening agents), bluing agents, bleaching agents, foam

regulators, organic sequestering agents, enzymes, perfumers, and substances that

regulate the density and assure crispness of the material they are used on.

22
Marketing Mix of Spectra

A study done to understand the Indian consumers knowledge of harmful

effects of detergents on health and environment, showed that 77.6 percent of

respondents had experienced some kinds of skin irritation due to detergents. Of

these the majority comprised of dhobis and rural women. Conventional laundry

detergents leave chemical residues on the clothes. These residues enter our bodies

either through the skin or through the lungs. They cause many common health

problems including allergies, skin infections and in rare cases, cancer. The

fragrances used in laundry detergents can prove allergic and be highly irritating to

lungs, causing serious health effects to people with asthma or chronic heart

problems.

The usual result of a continuous and excessive exposure of the skin to

detergents is drying, fissuring and dotting of the keratin layer leading to increased

permeability that causes sensitization, which may develop into dermatitis. Elderly

people are more susceptible to infections that may lead to developing eczema.

Detergents and water pollution

Most laundry detergents in India are phosphate based. Phosphates are a

major source of water pollution that has become the direct cause of 42 per cent of

human and animal diseases. In India, per capita consumption of detergents in 1994

was 2.8 kg per annum. This is projected to rise to over 4 kg/capita by 2005. In rural

23
Marketing Mix of Spectra

areas the use of detergent bars is expected to grow 7-8 per cent annually. The

figures are of concern because high quality detergents have as much as 35 per cent

STPP in them. According to Prof Narinder K. Kauschik, Professor emeritus for

environmental biology at the Canadian University of Guelph, "the main problem is

that of phosphate-based detergents promoting eurtrophication of aquatic

environments."

Eutrophication or Nutrient pollution is a process by which water bodies

gradually age and become more productive. Any natural process like this might

take thousands of years to progress but human activities accelerate this process

tremendously. The presence of excessive plant nutrients causes pollution of water

bodies. These plant nutrients are supplied primarily in the form of phosphorus,

nitrogen and carbon to water bodies in various ways. Sewage perhaps is a

particular source of phosphorus when detergents containing large amounts of

phosphates are drained during washing. The algal boom leads to consumption of

the oxygen dissolved in water, creating hypoxic, and at times, near anoxic

situation. This can lead to excessive eutrophication that kills the fish, cause odour

and increase pathogenic animals.

24
Marketing Mix of Spectra

Seasonal impacts

Run-off of phosphates into water streams is not only due to detergents, but

also due to fertilizers and manures. Findings show that during the dry seasons

when the run-off from agriculture is virtually zero, and manure run-off is down to

one fifth of the total annual rate, detergents are responsible for additional loadings

of rivers by about 7.3 per cent which poses significant eutrophication impact risks.

In India, it is not uncommon to see ponds, lakes and part of rivers choking with

algae or other aquatic plants. In the Indian context, this is a grim situation since

these water bodies are the primary sources of water for a large section of the

population.

25
Marketing Mix of Spectra

CHAPTRE 2
COMPANY PROFILE

26
Marketing Mix of Spectra

COMPANY PROFILE
Bleaching preparations and other substances for laundry use; cleaning, polishing,

scouring and abrasive preparations; soaps; perfumery, essential oils, cosmetics,

hair lotions; dentifrices.

Vision, Mision & Philosophy

Spectra is a customer-focused company committed to consistently offer

better quality products and services that maximise value to the customer. This

customer-centric philosophy has been well emphasised at spectra through:

 Continuously exploring & developing new products & processes.

 Laying emphasis on cost effectiveness.

 Maintaining effective Quality Management System.

 Complying with safety, environment and social obligations.

 Imparting training to all involved on a continuous basis.

 Teamwork and active participation all around.

 Demonstrating belongingness and exemplary behaviour towards

organisation, its goals and objectives.

Spectra is a phenomenon and synonymous with Value for Money. The brand

transcends the specific dynamic of any particular product category, which is best

captured in its above mission statement - a statement of sustained innovation, an

27
Marketing Mix of Spectra

unceasing effort to deliver better value to consumers, through better product

quality.

PRODUCT

Spectra is aptly considered as a marketing miracle and this is reflected in the

strength of the brand. Spectra has successfully challenged and changed the

conventions of detergents marketing and today leading business schools are

analyzing it's strategies to demystify this miracle. Spectra core marketing thrust

revolves around prompting consumer trials by offering a good quality product at

most competitive price and retaining these new consumers by continuously

offering the same 'Value For Money' equation. This is borne by the fact that today

Spectra can boast of a strong brand loyalty from its Jammu consumer base. Based

on the pragmatic concept of 'Umbrella Branding', Spectra has been increasingly

successful in extending its brand equity to other product categories like Premium

Detergents, Premium Toilet Soaps, Shampoos, Tooth pastes and Iodized Salt, thus

opening new vistas to the field of Brand Building.

PRICE

Ivory tower theories are rethinking their business basics-thanks to chairman

of Spectra. Taking on the might of a multinational, his-priced detergent Spectra

captured a majority market share arresting the sales and growth of a consumer

giant’s up market brand. Among the greatest success stories in the annals of
28
Marketing Mix of Spectra

marketing management in Jammu is that of a low-priced detergent of reasonably

good quality which, in the course of a mere decade, put the skids on a product that

was considered the pride of a powerful multi-national. The story of Spectra has

become a classic as a marketing case-study. And the story of its progenitor is as

genuine and romantic a tale of rags-to-riches as one could hope to find anywhere.

For harried housewives, struggling to balance their monthly budgets, Spectra came

as a boom. It was much cheaper than Surf, which had already gone well out of

their reach; and it washed clothes nearly as well. Its cleansing power was far

superior to that of the slabs of cheap washing soaps that had been their sole

alternative until then. By the early 1990s the burgeoning sales of Spectra reached a

rate of growth that was twice or thrice that of the industry in general. Moreover,

Spectra operated in the small-scale sector and, therefore saved an enormous

amount of excise duty that multinationals had to pay on every kilo of detergent

produced. The latter simply could not hope to bring the price down to a level that

was attractive enough for the middle and lower-middle classes, which were the

bulks segments for Spectra sales.

The pricing policy adopted by Spectra for its Spectra washing powder i.e.

adequate Quality at an Affordable price has challenged the mighty HLL’s Surf.

29
Marketing Mix of Spectra

Industry Profile

Detergent industry refuses to take any action due to a lack of mandatory

legislations. As a proactive response to environment risks as result of increasing

levels of phosphates, the industry needs to reduce the perilously high phosphate

levels of 30 per cent to far lower numbers. Industry representatives have declined

to do so on grounds that the amount of phosphate used in northern countries is

higher as compared to that in India. The fact is that India relies only on Sewage

Treatment Plants (STPs) which are not fully functional even in metropolitan cities

unlike northern countries where STPs are installed for every few households.

Industry ought to label its products voluntarily for containing phosphate so that it

can be left to the consumer to decide.

According to Prof. Kaushick strict regulations in North America and Europe

makes it mandatory for the multinational detergent industry to produce detergents

with nominal phosphate content (or even phosphate-free detergent). The same

industry absolves itself of this responsibility in India, where it manufactures

detergents with a high phosphate content. The industry vehemently opposes any

regulation of phosphate use in detergents. It is not prepared to indicate the

percentage phosphate content on detergent packages.

Better options - Eco-friendly household cleaning powders

30
Marketing Mix of Spectra

An environmentally superior detergent is the one that makes use of lesser

chemical ingredients. The toxicity of detergents decreases by non-addition of

additives like perfumes, colour and brightening agents. Minimal packaging can

also reduce environmental harm substantially. Synthetic surfactants may be

replaced by non-petrochemical surfactants or vegetable oil soaps; builders like

phosphates can be replaced by sodium citrate and sodium bicarbonate; dyes and

fragrances can be eliminated or minimized. For a simple formula to make your

own detergent, write to Toxics Link.

Detergent use can never be a totally non-polluting activity. The consumer

needs to be informed that the smaller detergent products can also be the least

polluting ones. Consumers must press for implementation of labelling standards

and regulation so that they may avail of environmentally friendly choices. Using

'green detergents' that do not contain non-essential additives like perfumes, colour

and brightening agents in minimal packaging will go a long way in ensuring a

cleaner and healthier environment.

31
Marketing Mix of Spectra

CHAPTER 3

RESEARCH METHODOLOGY

32
Marketing Mix of Spectra

The research is based on:-

Primary Data

1) Questionnaire

Secondary Data

 Internet

 Company Reports& Broachers

 Magazines

 Newspapers Articles &journals

Data is also gathered by talking to the respondents (Target Audience,

understanding their beauty needs, what aspire them to go for the brand. Also the

level of:-

 Brand awareness,

 Price level,

 Visibility of brand personality.

 Expectancy of Communication

All these factors were the prime criterion for selecting (Which brand??),

Short listing and ranking (level of trustworthiness? or most favoured) which had

helped us for identifying the winner.

33
Marketing Mix of Spectra

OBJECTIVE OF THE STUDY

1 To study the competitors of spcetra.

2 To identify the major players of detergents.

3 To study the consumers needs.

4 To study the customer perceptions towards spectra.

RESEARCH DESIGN

Our research is based on the Exploratory Study.

Research is exploratory when you use no earlier model as a basis of your

study. The most usual reason for using this approach is that you have no other

choice. Normally you would like to take an earlier theory as a support, but there

perhaps is none, or all available models come from wrong contexts. Exploratory

research means that hardly anything is known about the matter at the outset of the

project. You then have to begin with a rather vague impression of what you should

study, and it is also impossible to make a detailed work plan in advance.

The gradual process of accumulating intelligence about the object of study

means also that it will be impossible to start by defining the concepts of study. You

have to start with a preliminary notion of your object of study, and of its context.

During the exploratory research project, these provisional concepts then gradually
34
Marketing Mix of Spectra

gain precision. We have collected our data by drafting a questionnaire and thereby

interpreted or analyzed or result by using the Microsoft excel.

Sample design

 The sampling procedure used to produce any type of sample

 Sample size of 80 customers.

Sample centre = Jammu city.

35
Marketing Mix of Spectra

CHAPTRE 4

DATA ANALYSIS AND

INTERPRETATION

36
Marketing Mix of Spectra

DATA ANALYSIS AND INTERPRETATION

1. Classification on the basis of Education, Monthly Income & Occupation:

No. Particular Variable No. of Respondents Percentage


1 Education Illiterate 5 6.25%
School Up to 4 5 6.25%
School up to 5-9 7 8.75%
Some collage but not 20 25%
Graduate
Graduate / PG General 26 32.50%
Graduate/ PG Professional 11 13.75%
Not Discussed 6 7.50%
Total 80 100
2 Monthly Up to- 5,000 7 8.75%
income 5001-15000 11 13.75%
15001-25000 26 32.50%
25000 and above 36 45%
Total 80 100
3. Occupations Service 5 6.25%
Profession 8 10%
Business 15 18.75%
Retired 22 27.50%
Any Other 30 37.50%
Total 80 100

37
Marketing Mix of Spectra

Above table Sr. No. 1 shows that the most of the respondents are literate
(93.75%) and Sr. No. 2 shows that 45% respondent have monthly income above
25000 whereas 32.50% respondent have monthly income of 15001-25000, 13.75%
respondent have monthly income 5001-15000, and 8.75% respondent monthly
income is up to-5000 . Above table Sr. No. 3 shows those 27.50% respondents are
retired whereas 37.50% are respondent have any other occupation, 18.75%
respondent have business, 10% respondent have profession and 6.25% respondent
are doing service.

38
Marketing Mix of Spectra

2. Classification on the basis of Detergent Uses:

Sr. No. Particular No of Respondents Percentage%


1. Surf Excel 30 37.50%
2. Arial 16 20%
3. Rin 12 15%
4. Tide 8 10%
5. Spectra 4 5%
6. Any Other 5 6.25%
Total 80 100%

Above table shows that 37.50% respondent use Surf Excel detergent
whereas 20% respondent use Arial, 15% respondent use Rin, 10% are use Tide,
6.25% respondent use any other detergent and 5% respondent use Spectra.
40

35

30

25

20 No of Respondents
Percentage%
15

10

0
Surf Excel Arial Rin Tide Spectra Any Other

39
Marketing Mix of Spectra

3. Classification on the basis of use of particular Detergent preference reason:

Sr. No. Particular No of Respondents Percentage%


1. Overall good product 42 52.50%
2. Overall past good experience 11 13.75%
3. Others good experience 10 12.50%
4. Overall good quality in low price 10 12.50%
5. Better distribution channels 7 8.75%
Total 80 100%

Above table shows that 52.50% respondent purchase the product because of
overall good product. Whereas 12.50% respondent use their particular product
because of overall quality in low price, 13.75% respondent use their particular
because of overall past good experience,12.50% respondent use their particular
because of others good experience, 8.75% respondent use their particular product
because of better distribution channel.

60

50

40

30
No of Respondents
20 Percentage%

10

0
Overall good Overall past Others good Overall good Better
product good experience quality in low distribution
experience price channels

40
Marketing Mix of Spectra

4. Classification on the basis of respondent when it use:

Sr. No. Particular No of Respondents Percentage%

1. Monthly 16 20%

2. Weekly 50 62.50%

3. Any Other 14 17.50%

Total 80 100%

Above table show that 62.50% respondents uses their detergent weekly.
Whereas 37.50% respondents use their product by any other way.

70

60

50

40
No of Respondents
30 Percentage%

20

10

0
Monthly Weekly Any Other

41
Marketing Mix of Spectra

5. Classification on the basis of basic requirements for detergent while


purchase it:

Sr. No. Particular No of Respondents Percentage%


1. Cleanness 25 31.25%
2. Fragrances 10 12.50%
3. Harmfulness to clothes 9 11.25%
4. Harmfulness to hand 14 17.50%
5. Cost 9 11.25%
6. Packaging 5 6.25%
7. Any other 8 10.%
ToTal 80 100%

Above table shows that 31.25% respondent use their detergent because
cleanness. Whereas 10% respondent use their detergent for any other reason,
11.25% respondent use their detergent for cost, 17.50% use their product for
harmfulness to hand, 12.50% respondent use their detergent for fragrances, 6.25%
are use their detergent for packaging.

42
Marketing Mix of Spectra

35

30

25

20

15

10 No of Respondents
Percentage%
5

43
Marketing Mix of Spectra

6. Classification on the basis of switching on product:

Sr. No. Particular No of Respondents Percentage%

1. Yes 15 18.75%

2. No 65 81.25%

Total 80 100%

Above table shows those 81.25% respondents keep switches on their


product and 18.75% respondents are loyal to their product.

90

80

70

60

50
No of Respondents
40 Percentage%

30

20

10

0
Yes No

44
Marketing Mix of Spectra

7. Classification on the basis of influence of advertisement & packaging


parameters on choice of customer:

No. Particular No of Respondents Percentage%

1. Cost 4 5%

2. Fragrances 14 17.50%

3. Soft to Hand as 24 30%


well as clothes

4. Advertisement 20 25%
s

5. Neighbors & 10 12.50%


Friends

6. Packaging & 8 10%


Quantity

Total 80 100%

Above table shows that 30% respondents have influence of harmfulness of


hand as well as clothes where as 25% respondents have influence of
advertisements ,17.50% respondents have influence of fragrance, 12.50% have
influence of neighbours, 10% have influence of packaging and quality, 5%have
influence of cost

45
Marketing Mix of Spectra

35
30
25
20
15
10
No of Respondents
5
Percentage%
0

8. Classification on the basis of Awareness harmfulness of detergent on


health:

Sr. No. Particular No of Respondents Percentage%

1. Yes 62 77.50%

2. No 18 22.50%

Total 80 100%

46
Marketing Mix of Spectra

Above table shows that 77.50% respondents are aware about the
harmfulness of detergent, and 22.5%% respondents are not aware about the
harmfulness of detergent.

90

80

70

60

50
No of Respondents
40 Percentage%

30

20

10

0
Yes No

9. Classification on the basis of preference of purchase as per available


distribution channels:

Sr. No. Particular No of Respondents Percentage %

1. Departmental Store 3 3.75%

2. Super Market 24 30%

3. Convenient store 21 26.25%

47
Marketing Mix of Spectra

4. Kirana store 32 40%

Total 80 100%

Above table shows that 40% respondent use kirana store for their purchase of
detergent and soap. Whereas 30% respondents use super market for their
purchase of detergent and soap, 26.25% respondent use convenient store for
purchase of detergent and soap.

45

40

35

30

25
No of Respondents
20
Percentage %
15

10

0
Departmental Super Market Convenient store Kirana store
Store

48
Marketing Mix of Spectra

10. Classification on the reason for making preferred store:

Sr. No. Particular No of Respondents Percentage %

1. For Discount 11 13,75%

2. Variety 27 33.75%

3 Service 34 42.50 %

4. Proximity 7 8.75 %

5. Ambience 1 1.25 %

Total 80 100%

Above table shows that 42.50% respondent are prefer the store for Service
whereas 13.75% respondent are prefer the store for discount, 33.75% respondent
prefer store for variety, 8.75% respondent are prefer the store for proximity and
1.25% respondent are prefer the store for ambience.

49
Marketing Mix of Spectra

45

40

35

30

25
No of Respondents
20 Percentage %

15

10

0
For Discount Variety Service Proximity Ambience

50
Marketing Mix of Spectra

11. Classification on the basis of the frequencies of discount & incentives


Which Provide By preferred store:

Sr. No. Particular No of Respondents Percentage %

1. Always 00 00

2. Often 9 11.25%

3. Sometimes 48 60%

4. Not to all 23 28.75%

Total 80 100%

Above table shows that 60% the respondent get discount and incentives from
preferred store sometimes whereas 28.75% respondent not get discount and
incentives from preferred store, 11.25% the respondent get discount and
incentives from preferred store often.

51
Marketing Mix of Spectra

70

60

50

40
No of Respondents
30 Percentage %

20

10

0
Always Often Sometimes Not to all

52
Marketing Mix of Spectra

12. Classification on the basis of Brand Awareness:

Sr. No. Particular No of Respondents Percentage%

1. Surf Excel 80 100%

2. Arial 80 100%

3. Rin 80 100%

4. Tide 80 100%

5. Spectra 80 100%

Total 80 100%

Above table shows the entire respondents are aware about all brands of
detergents and soaps.

53
Marketing Mix of Spectra

120

100

80

60 No of Respondents
Percentage%

40

20

0
Surf Excel Arial Rin Tide Spectra

54
Marketing Mix of Spectra

13. Classification on the basis of like to switch the detergent if get some
promotional schemes:

Sr. No. Particular No of Respondents Percentage%

1. Yes 14 17.50%

2. No 66 82.50%

Total 220 100%

As per above table we can observe 17.50% consumers switch their products
if they got profitable schemes from another brands.

90

80

70

60

50
No of Respondents
40 Percentage%

30

20

10

0
Yes No

55
Marketing Mix of Spectra

14. Classification on the basis of influence to respondent choice:

Sr. No. Particular No of Respondents Percentage%

1. Family 27 33.75%

2. Friends 7 8.75%

3. Advertisements 16 20%

4. Schemes 11 13.75%

5. Self 19 23.75%

Total 80 100%

Above table shows that 20% respondents have influence of advertisements


to their choice whereas 33.75% respondents have influence of family to their
choice, 13.75% respondents have influence of scheme to their choice, and 23.75%
respondents have influence of their own experience and in last % respondent are
influence by their friends opinions.

56
Marketing Mix of Spectra

40

35

30

25

20

15 No of Respondents
Percentage%
10

57
Marketing Mix of Spectra

CHAPTER 5
FINDING OF THE PRESENT
STUDY
THE FINDING OF THE PRESENT REVEALED THE FOLLOWING

The study reveals that 39.09 percent of the respondents prefer Surf Excel, 16.36
percent of the respondents prefer Arial, 14.54 percent of the respondents prefer
Rin, 13.63 percent of the respondents prefer Tide and 4.54 percent of the
respondents prefer Sepctra, maximum are satisfied with the brand they are using
Surf Excel. 20% respondents have influence of advertisements to their choice

58
Marketing Mix of Spectra

whereas 33.75% respondents have influence of family to their choice, 13.75%


respondents have influence of scheme to their choice, and 23.75% respondents
have influence of their own experience and in last % respondent are influence by
their friends opinions. 60% the respondent get discount and incentives from
preferred store sometimes whereas 28.75% respondent not get discount and
incentives from preferred store, 11.25% the respondent get discount and
incentives from preferred store often.

59
Marketing Mix of Spectra

SUGGESTIONS
SUGGESTIONS:
1) The all detergent brands organization in Jammu city need to promote their
products on price plank without compromising quality of product.

2) The marketers need to implement promotional strategies like discounts,


offers, coupons, exhibitions, road shows & arrange product trials to attract
more consumers of Jammu city.

3) The organizations also need to give attention towards packaging design,


advertising on local media, celebrity endorsement activities which
effectively attract consumers.

60
Marketing Mix of Spectra

CONCLUSION
CONCLUSION
The respondents are much aware about the household care. In FMCG
includes all consumable household care items which people buy at regular basis for
everyday use. The detergent and soaps is most common & needed on daily basis
for cleaning clothes in whole world. Now days detergent market is grown up
because consumer much aware about cleaning. Detergent and soaps organization
presents their new improved products which contain all required features by the
consumers. Detergent is demanded from both rural & urban areas. The consumers
of Jammu city purchase detergent for monthly use which depends on gentle
washing of tough stains, quality, safety, fragrance, packaging & most of
advertisement of brand. The most of the consumers use Surf Excel, Aerial & Rin
for cleaning office ware which are very expensive but consumers believes in
detergent quality. The some consumers use spectra which is economy type of
detergent, soaps & good for cleaning regular clothes. The consumer which are not
satisfied with current detergent brand, switch current brand with another brand for
satisfaction. The all consumers behavior of purchasing detergent brand affected by
the various factors which are family’s choice, brand advertisement on Television,
Radio, Newspaper etc., various schemes like various discounts, offers, coupons
etc. & their self-need satisfaction. The detergent brand organization of Jammu city
need to analyze consumer buying behavior continuously to understand their
expectations & makes changes in organization marketing policies to retain &
attract more customers towards them.

61
Marketing Mix of Spectra

LIMITATIONS OF THE STUDY


LIMITATIONS OF THE STUDY
During conducting this research I come across the following limitations: -

1. The research period was a short period to carryout study with almost
precautions.
2. Sometime the respondents are not available at their place.
3. Very often the responded do not express their true feelings, in such case
their habit, preference, practice cannot be assessed correctly.
4. Some of the respondents refuse to give the important information best
known to them.

However in spite of these limitations all efforts have been put to make the
report correct, genuine, and fulfilling the objectives of the reports.

62
Marketing Mix of Spectra

BIBLIOGRAPHY
1. .

Websites

1. http://en.wikipedia.org/wiki/Consumer_behaviour

2. http://www.businessdictionary.com/definition/consumer-buying-
behavior.html

3. https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=C

4. www.google.com

5. http://en.wikipedia.org/wiki/detergent_powder#p-search

ANNEXURE
63
Marketing Mix of Spectra

QUESTIONNAIRES

1. Education
a. Illitaretae
b. School up to4
c. School upto 5-9
d. College but not graduate
e. Graduate
f. Pg professional
2. Monthly Income
a. Upto 5000
b. 5001-15000
c. 15001-25000
d. 25000 and above
3. Occupations:
a. Service
b. Profession
c. Business
d. Retired
e. Any other
4. Which detergents and soap uses
a. Surf excel
b. Arial
c. Rin
d. Tide
e. Spectra
f. Any other
5. How particular deteregent and soaps prefernce reason
a. Overall good product
b. Overall past good experience
c. Other good experince
d. Overall good quality in low price
e. Better distribution channel
6. When it use

64
Marketing Mix of Spectra

a. Weekly
b. Monthly
c. Any other
7. Basic requirements for detergents while purchase it.
a. Cleanness
b. Fragrance
c. Harmfulness to clothes
d. Hamrfulness to hand
e. Cost
f. Packaging
g. Any other
8. Swirtching on product
a. Yes
b. No
9. Influence of advertisement and packaging
a. Cost
b. Fragances
c. Soft to hand as well as clothes
10. Awareness harmfulness of detergent on health
a. Yes
b. No
11. Preference of purchase as per available distribution channels
a. Departtmental store
b. Super Market
c. Convenient store
d. Kirana store
12. Reason for making preferred store
a. For discount
b. Variety
c. Service
d. Proximity
e. Ambience

65

Potrebbero piacerti anche