Consumer Behaviour Towards Different Soap Brands

BY:Aditi Koundle

Deeksha TiwariManisha Khiwal

TOP SOAP BRANDS IN INDIA

product type :beauty soap country :usa introduced :1924 markets :worldwide

lux is a global brand developed by HUL. the range of products includes beauty soaps, shower gels, bath additives, hair shampoos and conditioners

FEATURES OF LUX

Lux possesses a very strong network of market research. Door to door surveying and sampling is done annually in rural as well as urban areas selectively.

Lux has a very wide range of products to offer. Lux possesses a very strong brand image in the market. The focus of lux is going strong on beauty segment. The brand has innovative sales promotions tactics that spread

across different forms of media – print, electronic and social.

Product type :Personal care Soap country   :United States. Market :Worldwide

Dove is a personal care brand owned by HUL. Products include: antiperspirants/deodorants, body washes, beauty

bars, lotions/moisturizers, hair care, and facial care products. Dove proved successful by assuring that it contained moisturizers. The Dove beauty bar was first developed and introduced in the

Netherlands in 1955 when Unilever purchased a Dutch soap factory.  

FEATURES OF DOVE Dove always aims to deliver products which tangibly

improve the condition of skin or hair and give a pleasurable experience of care.

Dove’s Social Mission is to help encourage girls to develop a positive relationship with beauty, helping to raise their self-esteem and thereby enabling them to realise their full potential.

Dove is the largest premium brand in the Hindustan Unilever portfolio," says Rajaram Narayanan, vice president, hair care and Lakme, HUL. 

PRODUCT TYPE :Personal use SOAP COUNTRY :India INTRODUCED :1933 MARKET :Worldwide Dettol is the trade name for a line of hygiene products. It has been

in use since before the 1950s. Dettol Bar Soap contains antibacterial agents that provide trusted

Dettol protection. It cleanses and protects your skin for a hygienic clean and a

healthy refreshing feeling everyday. Contains skin moisturising agents

FEATURES OF DETTOL

dettol has become a household name in the hygiene category; its product line includes antiseptic liquid, soaps, liquid hand wash, hand sanitizer, body wash, shaving cream and medicated plasters.

dettol captured the indian market even before the 1950s, and till today, the brand has not lost its strength

in india, dettol as a brand stands for ‘trusted protection’.

Product type :Personal use Soap Country :England Introduced :1895 Market :Worldwide Lifebuoy is a brand of soap containing phenol marketed

by HUL. Lifebuoy was introduced by Lever Brothers in 1895 in England

as the second oldest soap brand. Lifebuoy is available in bar soaps, liquid hand wash, hand

sanitizer and talc.

FEATURES OF LIFEBUOY

Lifebuoy aims to make a difference by creating accessible hygiene products (soap) and promoting healthy hygiene habits.  With this in mind, Lifebuoy aims to change the hand washing behaviour of 1 Billion people by 2015.

Lifebuoy looks to consistently innovate and provide accessible hygiene and health products to a wide variety of consumers. 

The vision also commits the Lifebuoy brand team to visible action, inspiring projects that motivate consumers to improve their hygiene behaviour.

MARKETING STRATEGIES

Marketing  of Dettol

The main target is the middle class group. Has set their target on the rural market. Special emphasis laid on wooing the female section. Dettol has captured nearly 60% of the Indian market

and its strength is continuously growing.

MARKETING  OF LIFEBOUY Company has heavily advertised and invested in both liquid and

solid forms - introduced fragrances and make it more creamy. 

The new range of Lifebuoy includes the Lifebuoy active red, Lifebuoy international plus and gold, shower gel and the talcum powder. 

For the upper end consumer the lifebuoy international range and which is used as the deodorants.

lifebuoy is targeting the family and has increase the market segment. 

More hand sanitizers of lifebuoy is used.

MARKETING  OF LUX Lux has focused on wide promotions. Apart from tagging itself as a beauty

brand made for the stars, it has even designed short term promotions for sales. “The Lux Gold Star Offer” – This was one of the

popular promotions which offered gold coins in few selected soaps.

“Star Bano Aish Karo” “Har Star Lucky Star”

Featured all top actresses of their time

Idea: if it is good enough for a film star, it is good enough for me

First male brand ambassador

DOVE FOCUSED ON WOMEN(―NON-MODELS‖)–BEAUTIFUL IN

THEIR OWN WAY. White beauty bar go fresh Cool Moisture Beauty Bar Winter Care Beauty Bar

PRICE

With the entry in Indian market in 1995 it was priced at Rs.50—NOT SATISFACTORY FOR THE C0NSUMERS

People with higher income level did not consider it worth buying. DOVE then changed its strategy and lowered its price to Rs.28—

thereby attracting the upper middle class Indian consumer.

SALES: TOP SOAP BRANDS IN INDIA

8.2

3.2

1.4

1.2

0.5

LUXDOVEPEARSDETTOLLIFEBUOY

Factors influencing soaps purchase

8.00%

20.00%

24.00%

12.00%

8.00%

28.00%

AVAILABILITY

PACKAGING

PRICE

INGREDENTS

BEAUTY CARE

BRAND

CONCLUSION 16% prefer medicated or herbal soap 28% prefer branded product Basically people use soap for cleaning purpose and germs

protection purpose Dettol is highly use product by the customer for germs

and cleaning purpose Usability of Dove is more compared to other products Even though lux and other products are more popular still

people prefer dettol Company should increase availability of the product Dettol is more preferred as compared to price and

availability

Today soaps are being purchased on major 4 factors •Brand Name •Antiseptic Quality •Beauty Care •Price