A Presentation on

Presented By:Jeetesh Kumar Abinash Kumar Tarun Singh

Soap Fact
Soap is the major consumable FMCG product in the Indian market as well as the international market . Penetration of toilet soaps is high at 88.6%. However per capita consumption levels remain low India's per capita consumption of soap at 460 gms per annum is lower than that of Brazil at 1,100 gms per annum. 80% of the raw materials used in soap are oils. Since animal fats are banned in India, Indian soap manufacturers are forced to use vegetable fats and hence settle for a poorer quality of soap. Soaps are available in 5 million retail outlets in India, 3.75 m of which are in the rural areas. Therefore availability of these products is not a problem. 75% of India's population is in the rural areas; hence about 50% of the soaps are sold in the rural markets.

Objective Of the Research

The survey was conducted in order to find consumer behavior towards Soap and consecutively find out the market dynamics in this segment. We also tried to find the existing players and suggest probable strategies to compete.

Types of Soaps

Beauty Soap

Antiseptic Soap

Medicated Soap

Top Soap Brands in India

Top market players

Problem Formulation
The Indian soap market is ruled by three major giants; Hindustan Unilever Limited, Godrej and Nirma. These three companies alone account for 88% of the total market share in India. H.U.L. with its brands like Lux and Lifebuoy has dominated the Indian lather industry since the last few decades. and thus it is enjoying a kind of monopoly in such competitive market. To understand the consumer behavior regarding Soap and to come up with some effective strategies for the other weaker players in order to help them and to create a healthy competitive market.

Methodology
Sampling method:- Stratified(60 samples) Dependent Variables:Consumption of Soap INDEPENDENT VARIABLE: price Quantity Quality Availability of product Sales Promotion

Data Analysis
Which kind of soap do you use?
Soap
30

30
25 20 15 10 8 Soap 22

5
0 Beauty Antiseptic Ayurvedic

Which brand of Soap do u use?

Beauty Soap
14 12 10 8 6 4 2 0 13 8 8 Beauty Soap 0

Which brand of Soap do u use?

Antiseptic Soap
12 10 8 6 4 2 0 5

11

3
1

Antiseptic Soap

Which brand of Soap do u use?

Ayurvedic Soap
4 4 3.5 3 2.5 2 1.5 1 0.5 0
3

1 0

Ayurvedic Soap

Why do u prefer this brand?

Preference
30 25 27

20
15 10 5 0 11 12

8
2

Preference

How many soap do u use in a month?

Uses
35
30 25 20 15 10 5 0 Three Five Seven Specify 6 2 19 Uses 33

How did you come to know about this brand?

Mediam
45 40 35 30 25 20 15 10 5 0 41

Mediam 3 T.V

newspaper Magazine

Word of mouth

Other

What kind of changes you want in your favorite soap?

Changes
20
20 18 16 14 12 10 8 6 4 2 0

19 14

Changes

0 Packeging Fragrance Quality Price Others

Is your soap affordable?

Affordability
40 35 30 25 20 15 10 22 Affordability 37

5
0 High Optimum

1
Low

Are you satisfied with the brand soap?

Satisfaction
35

33
25

30
25 20 15 10 5 0

Satisfaction

2 Highly Satisfied Satisfied Unsatisfied

How often do you change your brand soap?

Changes
25 25 20 15 10 5 0 Weekly Monthly Half Yearly Yearly 2 21

12

Changes

If your brand soap is not available then will you go for another brand?
Brand Switch

60 50 40 30 20 10

52

Brand Switch 8

0
Yes No

Gender?
Gender
50 45 40 35 30 25 20 15 10 5 0 47

Gender 13

Male

Female

Location?
Location
20 20 20

20 18 16 14 12 10 8 6 4 2 0
LIG HIG MIG

Location

Age?
Age
25 25 20 15 10 5 0 Below 15 15-30 30-50 Above 50 2 12 21

Age

Conclusion.
Most of the higher class consumers use Pears, Dove etc type of soap which has higher price in comparison with other brand soap. Middle class consumers prefer Lux, Dettol, and Hamam etc which is Optimum level of price. Low level class mostly uses Medimex, Lifebuoy etc which is price around Rs.10-20/-. Any class of consumer chooses their soap according to their suitability. Many consumer uses according to doctors advice. Consumers also purchase branded soap because their favorite celebrity represents the product. People aware about the product from the median like T.V., Newspapers, Magazines, Word of mouth People satisfied with their product so they use it for long duration; if they are not satisfied with the particular product then they want changes like Fragnance, Packaging, Quality, Price etc.

Findings.
Market share of HUL is found to be highest. In order to expand their business other weaker brands(ITC,GODREJ,P&G) should more concentrate on their promotional strategies. They should come up with new pricing strategies in order to make the market healthy & competitive for the existing players. They should develope their product (R&D) to gain more business.