“ A STUDY ON ROLE OF PACKAGING OF CONSUMER BUYING BEHAVIOUR WITH RESPECT TO BATHING SOAP

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FOR THE PARTIAL FULFILMENT OF THE MBA PROGRAM OFUTTAR PRADESH TECHNICAL UNIVERSITY, LUCKNOW

SESSION- 2008-2009

Submitted By: - Submitted to:-

KHANDELWAL COLLEGE OF MANAGEMENT SCIENCE &TECHNOLOGY

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Table of Contents

1. Executive Summary 6 - 72. Project object 8 3. Introduction 10 - 25

Brief about product 4. Company profile 27 - 34

Brief History of ITC ltd.5. Theoretical background 36 - 416. Research Methodology 43 - 447. Research Questions 468. Findings and analysis 48

- 609. Competition 62 - 6810. Recommendations 70 - 7211. SWOT Analysis 74 - 7512. Conclusion 7713. Limitations 7914. Learning 81 - 8215. Annexure 84 - 87

18. Bibliography 90

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Executive Summary

The objective of the project was to study the satisfaction level of the consumers and criteria for their preference of Vivel soap and accordingly prepare the competitive update, i.e. Vivel Vs other soaps, to facilitate sales.The nature of the project involved a comprehensive market survey in which the consumers of Vivel soap were given a structured questionnaire. The type of sampling method adopted was convenience sampling, since the aspect which had to be measured, was an intangible one.

The sample size taken for the analysis of the project was 150. This was broken down into students, housewives, businessmen and regular employees, randomly. With the help of the questionnaire I was able to get the satisfaction level of consumer for Vivel soap and important factors which a consumer prioritizes while selecting soap.

The project was carried out in the following sequence of steps:

Theoretical study of soap industry in general. Understanding the product i.e. Vivel soap and the

features/benefits. For detailing of the product features/benefits in comparison to the competitors.

Preparing the questionnaire for the consumers to know the factors responsible for the selection of Vivel soap.

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Carrying out a market survey and studying their response.

Compilation of the data Detailed analysis of the data collected Preparation of competition update. Outlining and formulating a set of suggestions to

improve sales. Compilation of the report.

A questionnaire was used to collect data regarding consumer satisfaction; therefore to sum-up the data and to count each category, data and was recorded and fed in computers for arithmetic operations to be done and to represent it in the form of easily understandable diagrams. Bar diagrams is used for proper analysis of the recorded data. And evaluation was made, on the basis of counted data, and percentage value calculated from the responses, and finally result shown with the help of diagrams, and statements.

After collecting and analyzing the data. It was found that the most important factor was consumer awareness and their perception for the different attributes of the soap, Brand name and other factors came later on. It needs more efforts made on the awareness sector to promote sales.

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PROJECT OBJECTIVE

As we see that in present scenario there is a cutthroat competition in FMCG sector. Each and every offering several facilities to their consumers related to convenience and satisfaction. So I have been assigned a project to find out the “Analysis of consumer satisfaction and their perception for Vivel bathing soaps” ITC Limited.

My project objective—

Find out customer’s choice & criteria for Vivel bathing soap.

Problem associated with Vivel soap To know the customer’s choice & criteria of various other

soaps in Allahabad region. Consumer’s perception.

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Products which have a quick turnover, and relatively low cost are known as Fast Moving Consumer Goods (FMCG). FMCG products are those that get replaced within a year. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, tooth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, bulbs, batteries, paper products, and plastic goods. FMCG may also include pharmaceuticals, consumer electronics,

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packaged food products, soft drinks, tissue paper, and chocolate bars.

White goods in FMCG refer to household electronic items such as Refrigerators, TVs, Music Systems, etc.

Indian FMCG Sector

The Indian FMCG sector is the fourth largest in the economy and has a market size of US$ 14 billion approx. FMCG in India has a strong and competitive MNC presence across the entire value chain. It has been predicted that the FMCG market will reach to US$ 33.4 billion in 2015. The middle class and the rural segments of the Indian population are the most promising market for FMCG, and give brand makers the opportunity to convert them to branded products. Most of the product categories like jams, toothpaste, skin care, shampoos, etc, in India, have low per capita consumption as well as low penetration level, but the potential for growth is huge.

The Indian Economy is surging ahead by leaps and bounds, keeping pace with rapid urbanization, increased literacy levels, and rising per capita income. The big firms are growing bigger and small-time companies are catching up as well.

Soap is practically synonymous with cleanliness, and the need or desire for cleanliness is the foundation on which the soap industry is built. The world has not always had soap, nor has it always wanted cleanliness.Phineahs Ben Yair, one of the great Hebrew fathers of his day, said in 150 A.D., "The doctrines of religion are resolved into carefulness; carefulness into vigorousness; vigorousness into guiltlessness; guiltlessness into abstemiousness; abstemiousness into cleanliness; Cleanliness into godliness."

In those early days and among many people bathing was closely related to religious ceremonies or rituals and to pagan beliefs and superstitions. You all know that in India even

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today bathing in the Ganges is believed to wash away sins as well as physical ailments.

Inception

The first real manufacture of soap began in 1608 in Jamestown, Virginia, when the second ship from England brought several German and Polish craftsmen with the knowledge of how to make soap from fat and ashes. Of course, soap making was largely a household activity until well into the 19th century.

Industrialization

The increase in soap making and consumption has largely paralleled industrial progress. The development of modern industry was made possible by the development of power to operate the factories. At first, this was water power with great water wheels operating overhead drive shafts, and belts from them, in turn, operating individual machines.

The discovery and development of the steam engine gave a second great impetus to the development of factories and freed them from the necessity of locating along rivers and streams. More recently the discovery and utilization of electricity made generators driven by water, steam, or the compression engine further increased the number of factories and likewise broadened their geographical location. Particularly cotton’ brought need for soap in both processing the textiles in the factory and in laundering the low-cost, which consequences washable clothes.

Progressive Industry

The soap industry has progressed because it has always been aware that its fundamental customer is the ultimate user and has keyed its various activities in research, advertising, and selling to this great market, comprising every man, woman, and child in the country. It is probably due to the training the

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industry has had in keeping close to the needs of people generally that it has been able to serve the country in ways other than by direct sales.

Aggressive Marketing

It has been said that success in the soap industry depends on two things: the soundness of raw material purchasing, particularly fats and oils, and able marketing or selling.To this, certainly a third element, product quality or service, must be added. Then it gradually included purchasing, research, manufacturing, selling, and advertising. The only major department omitted is finance. We have to know costs, keep accounts, pay bills, borrow money, and make up periodic statements, so success really depends on excellence in every phase of a company's operation, with good management and teamwork essential to drive toward the ultimate objective of company profit. Coming back to product quality or service, It is not enough for a manufacturer to enter a field only, He must serve first in order to profit. This service may be in lower price, in quicker delivery, in better performance in use, in greater convenience, or in some other manner. But the manufacturer should be clear how he will serve and be honest with himself about it. If he is not serving better in some way, there is no real reason for people to change to his product, and they can be mighty stubborn and hard-hearted about it.Many soap organizations employ a fairly comprehensive sales force for the areas in which they operate. Advertising and sales promotion are intensely competitive and aggressive. Sampling, opening, one-cent sales, combination sales, and premium offers are all used to promote sales by brands. Magazines, newspapers, radio, television, and outdoor posters are used as advertising media carrying brand name advertising.Some people look at these activities and reason that soap could be sold cheaper if the advertising and sales promotion of the industry were eliminated. This is so simple and smooth that it sounds logical, but no greater fallacy ever existed.

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The manufacturer has spent time and money to make a better product and, thus having made it, he expects and hopes to capitalize by getting volume from the consumer on which he can make a profit. The way he gets volume is to make people aware of the product he has developed, and he does this by advertising and by sales promotion. The brand name carries his reputation. He must develop it, must make it known, and must create a desire for it. In our type of economy anyone can go into the soap business if he wishes to do so. If he thinks that he can produce a satisfactory product and sell it at a lower price than that of his competitors, he can attempt to do this. If he thinks he can produce a satisfactory product and eliminate all or part of the advertising and sales promotion expense, and still keep his volume up and his costs down, he is at liberty to make the attempt.

There are some successful soap industry operating on this basis today, and there is existence for such operation in the nature of things and under the laws of our land. Particularly in the industrial field, where the number of customers may be relatively small and close personal contacts maintained, this type of business may flourish. On the other hand, if a manufacturer figures that he can profit best by the use of extensive advertising and sales promotion methods, he similarly is free to do so and rises and falls by the soundness of his operation. There is room in-between for anyone who wants to do some of each.

Summary

This has been a review of the dynamics of the soap industry. We have seen the growth of cleanliness and of recognition of the part cleanliness plays in health and morale. The increase of industrialization has increased the consumption of soap. It is appropriate that an industry which makes a product so basic to the health and well-being of the people should be an aggressive, competitive, and enlightened industry.We should be proud of the fact that the soap industry has played its part for the welfare of the country as a whole and

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are ever alert to serve the public better. I hope those of you who are already working in the industry will derive much pleasure from it

Industry Overview

The price of the premium segment products is twice that of economy segment products. The economy and popular segments are 4/5ths of the entire soaps market. The penetration level of toilet soaps is 88.6%. However, the per capita consumption of soap in India is at 460 grams per annum,In India, soaps are available in five million retail stores, out of which, 3.75 million retail stores are in the rural areas. Therefore, availability of these products is not an issue. 70% of India's population resides in the rural areas; hence around 50% of the soaps are sold in the rural markets.

Growth

With increase in disposable incomes, growth in rural demand is expected to increase because consumers are moving up towards premium products. However, in the recent past there has not been much change in the volume of premium soaps in proportion to economy soaps, because increase in prices has led some consumers to look for cheaper substitutes. ITC introduced Essenza Di Wills, an exclusive range of fine fragrances and bath & body care products for men and women in July 2005. Inizio, the signature range under Essenza Di Wills provides a comprehensive grooming regimen with distinct lines for men (Inizio Home) and women (Inizio Femme). Continuing with its tradition of bringing world class products to Indian consumers the Company launched 'Fiama Di Wills', a premium range of Shampoos, Shower Gels and Soaps in September, October and December 2007 respectively. The Company also launched the 'Superia' range of Soaps and Shampoos in the mass-market segment at select markets in October 2007 and Vivel De Wills & Vivel range of soaps in February and Vivel range of shampoos in

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June 2008.

Segments Market share val % ITC brandsPremium 10 % FIAMA DI WILLSUpper Mid 9 % VIVEL DI WILLS

(Vitalite premium)Mid nat 5 % VIVEL

(Vitalite popular)Mid 36 %Economy 41 % Superia Industry total 100 %

The Vitalite segment as indicated above comprises the largest segment by value (50%) in the soap industry. The various sub-segments in the segment are classified as:

Upper mid segment: The upper mid segment consists of brands such as Lux International, Novae, Cinthol original, Dettol, Salon etc. These brands are typically priced between Rests. 16 – Rest. 20 for a 100 gems bar of soap.

Mid-Naturals segment: This segment consists of brands that are positioned on the naturals/herbal/ayurvedic platform. Major brands in this segment are Medimix, Margo, Chandrika etc.

Mid Segment: This segment is the largest in volume and value, dominated by beauty brands such as Lux, Santoor, Hamam & Rexona

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A Brief About Product

Vivel di wills segment for Upper mid segment: which consists of brands such as Lux International, Nivea, Cinthol original,

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VIVEL DI WILLS

VIVEL DI WILLS VIVEL

Sheer Radiance75g, 3 X75gm

Sheer crème75g, 3 X75gm

Young Glow45g, 100g, 2x100g

Satin soft 45g, 100g, 2x100g

Sandal Sparkle45g, 100g, 2x100g

Ayurveda Essence

75g, 2 X75gm

Dettol, Savlon etc. These brands are typically priced between Rs. 16 – Rs. 20 for a 100 gms bar of soap,And for Mid Segment: which has the largest in volume and value, dominated by beauty brands such as Lux, Santoor, Hamam & Rexona.Variants

Vivel Di Wills has a portfolio of 2 variants. Both the variants have Actipro-N that Nourishes, Protects and Hydrates skin.

a) Sheer Crème: White soap that is enriched with Sea Butter to moisturize skin.

b) Sheer Radiance: Pink soap that is enriched with Olive oil to leave a beautiful radiant skin.

Vivel is coined word – it is a nice sounding name with beauty connotations. The brand name has been found suitable for soaps; at the same time has high degree of premium-ness and quality associated with it.

Vivel has a portfolio of 4 variants. All variants contain Actipro-N and have differentiated skin benefits.

One of the unique attributes about the Vivel range of soaps is that they have striations. Which makes it aesthetically superior to the competition No other soap in the market has this feature. This feature has been liked by the consumers overwhelmingly. It scores high on likeability, premium ness, and uniqueness. These striations stay in the soap till the last wash which again is unique in the industry

Since fragrance is an important parameter, all our fragrances have been developed by International Fragrance Houses and have been tested for Superiority.

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Young Glow

Features:-

Vivel Young Glow is enriched with Vitamin E.

It consist of Actipro-N that protects, nourishes and hydrates skin

It consists of Fruit Infusions which help in providing youthful glow to the skin.

Tested for effectiveness by scientists and experts.

Effervescent pink color

Satin Soft

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Features:

Enriched with Vitamin E.

It consist of Actipro-N that protects, nourishes and hydrates skin

It consists of aloe vera which helps the skin feel beautifully soft.

Benefiting soft skin

lively white colorSandal Sparkle

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Features:

Enriched with sandalwood oil.

It consist of Actipro-N that protects, nourishes and hydrates skin

It is enriched with active clay which helps in providing clear skin.

Benefiting sparkling skin

Ayurveda Essence

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Features

Vivel Ayurveda Essence is enriched with multiple Ayurvedic Ingredients which help protect skin from germs and harsh environment,

For Healthy and Beautiful Skin

Health through Ayurvedic route.

A soap, which gives Health benefit through Ayurveda. Hence this variant would appeal to users of both health and ayurveda.

VariantSkin Benefit Aesthetics Ingredients

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Young Glow Glowing Skin Pink MarbellisedVitamin E + Fruit Infusions

Satin Soft Soft Skin White Vitamin E + Aloe Vera

Sandal Sparkle Clear SkinSandal Marbellised

Sandalwood Oil & Active Clay

Ayurveda Essence Healthy Skin Green Plain

20 Ayurvedic Extracts

The brand proposition consists of 2 strong legs:

1) Rational Benefit: Care for your skin through Nourishment, Protection and Hydration.

a) The confluence of these 3 benefits through one product is a highly relevant & differentiated proposition.

b) Rational relevance from consumer research - Superior skin care benefits & all in one.

2) Emotional benefit: Beauty, that gives you the confidence to control your

world. Instills a sense of confidence that translates into:

(1) Sense of pride(2) Achievement/ accomplishment of goals(3) Making a position in society(4) Overall satisfaction

Reason to Believe: Unique and patentable Actipro-N that nourishes protects & hydrates skin.

Differentiated Offering- The soaps have unique Actipro-N which is proven and tested to nourish, protect and hydrate skin. This confluence of benefits is unique and currently not available in the Indian market.

Scientific consumer tested formulations-All products are made of scientifically developed formulations enriched with

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natural ingredients. The soaps have been formulated at the ITC R&D Centre, Bangalore after 4 years of extensive research. Benchmark competition products were considered and extensive blind consumer tests were conducted to achieve benchmark product performance. All products have been laboratory tested. Product benefits have been tested and validated by scientists and dermatologists (skin experts) at reputed national laboratories. All product performance parameters are backed by either clinical reports or consumer research reports.

Packaging- The packaging for the entire range of Vivel Di Wills and Vivel products have performed far superior to benchmark products.

The perforated carton for Vivel Di Wills is unique in its design. No other soap carton in the industry has the design construction and the opening mechanism as the Vivel Di Wills carton.

1. PRICING

Vivel variants have been benchmarked to Lux for pricing.   MRPBRAND 45 100 2 X 100Lux 6 16 NAVivel 6 16 30

Ayurveda Essence’s pricing has been benchmarked to Medimix.

  MRPBRAND 45 75 100 125 75 x 2

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Hamam 6 NA 15 NA NAMedimix 6 14

NA19 NA

Vivel   14     26

2. DISTRIBUTION

All serviced markets John Players stores Modern trade Grocery and Convenience outlets- Top 60% soap and

shampoo selling outlets to be serviced.

A.Placement

Benchmark for availability will be as follows:Vitalite Premium will be benchmarked to Lux InternationalVitalite Popular will be benchmarked to the leading brand. In UP the lead brand is Lux

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ITC is one of India's leading private sector companies with a market capitalization of nearly US $ 18 billion and a turnover of over US $ 5.1 Billion. ITC is rated among the World's Best Big Companies, Asia's 'Fab 50’, and the World's Most Reputable Companies by Forbes magazine, among India's Most Respected Companies by Business World and among India's Most Valuable Companies by Business Today. ITC also ranks among India's top 10 `Most Valuable (Company) Brands', in a study conducted by Brand Finance and published by the Economic Times.

ITC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers, Packaging, Agri-Business, Packaged Foods & Confectionery, Information Technology, Branded Apparel, Personal Care, Stationery, Safety Matches, and other FMCG products. While ITC is an outstanding market leader in its traditional businesses of Cigarettes, Hotels, Paperboards, Packaging and Agri-Exports, it is rapidly gaining market share even in its nascent businesses of Packaged

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Foods & Confectionery, Branded Apparel, Personal Care, and Stationery.

As one of India's most valuable and respected corporations, ITC is widely perceived to be dedicatedly nation-oriented. Chairman Y C Deveshwar calls this source of inspiration "a commitment beyond the market". In his own words: "ITC believes that its aspiration to create enduring value for the nation provides the motive force to sustain growing shareholder value. ITC practices this philosophy by not only driving each of its businesses towards international competitiveness but by also consciously contributing to enhancing the competitiveness of the larger value chain of which it is a part.

ITC's diversified status originates from its corporate strategy aimed at creating multiple drivers of growth anchored on its time-tested core competencies: unmatched distribution reach, superior brand-building capabilities, effective supply chain management, and acknowledged service skills in hoteliering. Over time, the strategic forays into new businesses are expected to garner a significant share of these emerging high-growth markets in India. ITC's Agri-Business is one of India's largest exporters of agricultural products. ITC is one of the country's biggest foreign exchange earners (US $ 3.2 billion in the last decade). The Company's 'e-Choupal' initiative is enabling Indian agriculture significantly enhance its competitiveness by empowering Indian farmers through the power of the Internet. This transformational strategy, which has already become the subject matter of a case study at Harvard Business School, is expected to progressively create for ITC a huge rural distribution infrastructure, significantly enhancing the Company's marketing reach.

ITC's wholly owned Information Technology subsidiary, ITC InfoTech India Limited, is aggressively pursuing emerging opportunities in providing end-to-end IT solutions, including e-enabled services and business process outsourcing.

ITC employs over 24,000 people at more than 60 locations

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across India. The Company continuously endeavors to enhance its wealth generating capabilities in a globalizing environment to consistently reward more than 3, 79,000 shareholders, fulfill the aspirations of its stakeholders. This over-arching vision of the company is expressively captured in its corporate positioning statement: "Enduring Value, for the nation and For the Shareholder."

A brief history of ITC

ITC was incorporated on August 24, 1910 under the name of 'Imperial Tobacco Company of India Limited'. Its beginnings were humble. A leased office on Radha Bazar Lane, Kolkata, was the centre of the Company's existence. The Company celebrated its 16th birthday on August 24, 1926, by purchasing the plot of land situated at 37, Chowringhee, (now renamed J.L. Nehru Road) Kolkata, for the sum of Rs 310,000. This decision of the Company was historic in more ways than one. It was to mark the beginning of a long and eventful journey into India's future. The Company's headquarter building, 'Virginia House', which came up on that plot of land two years later, would go on to become one of Kolkata's most venerated landmarks. The Company's ownership progressively Indianised, and the name of the Company was changed to I.T.C. Limited in 1974. In recognition of the Company's multi-business portfolio encompassing a wide range of businesses - Cigarettes & Tobacco, Hotels, Information Technology, Packaging, Paperboards & Specialty Papers, Agri-Exports, Foods, Lifestyle Retailing and Greeting Gifting & Stationery - the full stops in the Company's name

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were removed effective September 18, 2001. The Company now stands rechristened ' ITC Limited'.

Evolution: Tough the first six decades of the Company's existence

were primarily devoted to the growth and consolidation of the Cigarettes and Leaf Tobacco businesses.

ITC's Packaging & Printing Business was set up in 1925 as a strategic backward integration for ITC's Cigarettes business. It is today India's most sophisticated packaging house.

In 1975 the Company launched its Hotels business with the acquisition of a hotel in Chennai which was rechristened 'ITC-Welcomgroup’s Hotel Chola'. The objective of ITC's entry into the hotels business was rooted in the concept of creating value for the nation. ITC chose the hotels business for its potential to earn high levels of foreign exchange, create tourism infrastructure and generate large scale direct and indirect employment.

In 1979, ITC entered the Paperboards business by promoting ITC Bhadrachalam Paperboards Limited, which today has become the market leader in India. Bhadrachalam Paperboards amalgamated with the Company effective March 13, 2002 and became a Division of the Company,

In 2004, ITC acquired the paperboard manufacturing facility of BILT Industrial Packaging Co. Ltd (BIPCO), near Coimbatore, Tamil Nadu. The Kovai Unit allows ITC to

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improve customer service with reduced lead time and a wider product range.

In 1985, ITC set up Surya Tobacco Co. in Nepal as an Indo-Nepal and British joint venture. Since inception, its shares have been held by ITC, British American Tobacco and various independent shareholders in Nepal. In August 2002, Surya Tobacco became a subsidiary of ITC Limited and its name was changed to Surya Nepal Private Limited (Surya Nepal).

In 1990, ITC acquired Tribeni Tissues Limited, a Specialty paper manufacturing company and a major supplier of tissue paper to the cigarette industry. The merged entity was named the Tribeni Tissues Division (TTD). To harness strategic and operational synergies, TTD was merged with the Bhadrachalam Paperboards Division to form the Paperboards & Specialty Papers Division in November 2002.

Also in 1990, leveraging its agri-sourcing competency, ITC set up the Agri Business Division for export of agri-commodities. The Division is today one of India's largest exporters. ITC's unique and now widely acknowledged e-Choupal initiative began in 2000 with soya farmers in Madhya Pradesh. Now it extends to 9 states covering over 4 million farmers.

In 2000, ITC launched a line of high quality greeting cards under the brand name 'Expressions'. In 2002, the product range was enlarged with the introduction of Gift wrappers, Autograph books, and Slam books. In 2003,

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the company rolled out 'Classmate', a range of notebooks in the school stationery segment.

ITC also entered the Lifestyle Retailing business with the Wills Sport range of international quality relaxed wear for men and women in 2000. The Wills Lifestyle chain of exclusive stores later expanded its range to include Wills Classic formal wear (2002) and Wills Clublife evening wear (2003). ITC also initiated a foray into the popular segment with its men's wear brand, John Players, in 2002.

In 2000, ITC spun off its information technology business into a wholly owned subsidiary, ITC InfoTech India Limited. Today ITC InfoTech is one of India’s fastest growing global IT and IT-enabled services companies and has established itself as a key player in offshore outsourcing, providing outsourced IT solutions and services to leading global customers across key focus verticals - Manufacturing, BFSI (Banking, Financial Services & Insurance), CPG&R (Consumer Packaged Goods & Retail), THT (Travel, Hospitality and Transportation) and Media & Entertainment.

ITC's venture into the Foods business is an outstanding example of success, by the introduction of 'Kitchens of India' ready-to-eat Indian gourmet dishes, in August 2001. In 2002, ITC entered the confectionery and staples segments with the launch of the brands mint-o and Candyman confectionery and Aashirvaad atta (wheat flour). 2003 witnessed the introduction of Sunfeast as the Company entered the biscuits segment. ITC's entered the fast growing branded snacks category with Bingo! in 2007. In just six years, the Foods business has grown to a

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significant size with over 200 differentiated products under six distinctive brands.

In 2002, ITC's philosophy of contributing to enhancing the competitiveness of the entire value chain found yet another expression in the Safety Matches initiative. ITC now markets popular safety matches brands like iKno, Mangaldeep, Aim, Aim Mega and Aim Metro.

ITC's venture into the marketing of Agarbattis (incense sticks) in 2003 marked the expression of its partnership with the cottage sector. ITC's popular agarbattis brands include Spriha and Mangaldeep across a range of fragrances like Rose, Jasmine, Bouquet, Sandalwood, Madhur, Sambrani and Nagchampa.

ITC introduced Essenza Di Wills, an exclusive range of fine fragrances and bath & body care products for men (Inizio Homme) and women (Inizio Femme) under the signature range in July 2005. Continuing with its tradition of bringing world class products to Indian consumers the Company launched 'Fiama Di Wills', a premium range of Shampoos, Shower Gels, and Soaps in September, October, and December 2007 respectively. The Company also launched the 'Superia' range of Soaps and Shampoos in the mass-market segment at select markets in October 2007 and Vivel De Wills & Vivel range of soaps in February and Vivel range of shampoos in June 2008.

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o ITC expands Personal Care portfolio with Vivel shampoos on June 25, 2008

o Fiama Di Wills is the associate sponsor of the WLIFW on March 03, 2008

o ITC expands Personal Care product range on February 14, 2008

o ITC launches Fiama Di Wills Soaps on December 20, 2007

o ITC launches new range of Personal Care products on October 15, 2007

o ITC launches Fiama Di Wills range of shampoos on September 15, 2007

o ITC launches Essenza Di Wills line of prestige fragrances and personal care products on October 22, 2005

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Consumer Buying Behavior

The decision processes and acts of final household consumers associated with evaluating, buying, consuming, and discarding products for personal consumption. Consider the purchase of an automobile. You generally will not consider different options until some event triggers a need, such as a problem needing potentially expensive repair. Once this need has put you “on the market”, you begin to ask your friends for recommendations regarding dealerships and

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car models. After visiting several dealerships, you test drive several models and finally decide on a particular model. After picking up your new car, you have doubts on the way home, wondering if you can afford the monthly payments, but then begin to wonder if instead you should have purchased a more expensive but potentially more reliable model. Over the next five years, the car has several unexpected breakdowns that lead you to want to purchase a different brand, but you have been very happy with the services of the local dealership and decide to again purchase your next car there.In this particular case, the following generic model of consumer decision-making appears to hold:========> Need recognition =========> Information search ==========> Evaluation of alternatives ==========> Purchase decision ==========> Post purchase behaviorNow consider the purchase of a quart of orange juice. You purchase this product when you do your grocery shopping once per week. You have a favorite brand of orange juice and usually do your grocery shopping at the same store. When you buy orange juice, you always go to the same place in the store to pick it up, and never notice what other brands are on the shelf or what the prices of other brands are. How is it that the generic model above works differently in this second scenario? Why does it work differently? Why would we generally need the ministrations of a sales person in the sale of a car, but we generally do not need the help of a salesperson in the purchase of orange juice?

How can the marketer of orange juice get a consumer like you to exert more effort into information search or to consider alternative products? How is it that the marketer of your brand got you to ignore alternative competing brands? What is the involvement of salespeople in sales promotions that might be associated with products such as orange juice?

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Consumer behavior researchers are not so interested in studying the validity of the above generic model, but are more interested in various factors that influence how such a model might work and what are the factors, which influenced consumer-buying behavior.

INFLUENCES ON THE GENERIC MODEL External

Groupo E.g., cultural, family, reference group influence

Environmental / situational o E.g., time of day, temperature and humidity, etc.

Internal o Lifestyle,o personality,o decision-making processo motivation etc.

GROUP INFLUENCES ON CONSUMER BEHAVIORCulture The set of basic values, beliefs, norms, and associated behaviors that is learned by the member of society.

Note that culture is something that is learned and that it has a relatively long lasting effect on the behaviors of an individual. As an example of cultural influences, consider how the salesperson in an automobile showroom in the U.S. must react to different couples that are considering the purchase of a car. In some subculture, the husband will play a dominant role in

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the purchase decision; in others, the wife will play a more dominant role.

Social ClassA group of individuals with similar social rank, based on such factors are occupation, education, and wealth.

Reference Groups Groups, often temporary, that affects a person’s values, attitude, or behaviors.

E.g., your behaviors around colleagues at work or friends at school are probably different from your behaviors around your parents, no matter your age or stage in the family cycle.

Family A group of people related by blood, marriage, or other socially approved relationship.

INTERNAL INFLUENCES ON CONSUMER BEHAVIOR PersonalityA person’s distinguishes psychological characteristics that lead to relatively consistent and lasting responses to stimuli in the environment.We are each unique as individuals, and we each respond differently as consumers. For example, some people are “optimizers” who will keep shopping until they are certain that they have found the best price for a particular item, while other people are “satisfiers” who will stop shopping when they believe that they have found something that is “good enough.

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Lifestyle and Psychographics Lifestyle is a pattern of living expressed through a

person’s activities, interests, and opinions. Psychographics is a technique for measuring personality

and lifestyles to developing lifestyle classifications.

Motivation: multiple motives Consumers usually have multiple motives for particular behaviors. These can be a combination of:

ManifestKnown to the person and freely admitted

Latent Unknown to the person or the person

Involvement has to do with an individual’s Intensity of interest in a product and the Importance of the product for that person

The purchase of a car is much more risky than the purchase of a quart of orange juice, and therefore presents a higher involvement situation. This modifies the way that the generic model works. As involvement increases, consumers have greater motivation to comprehend and elaborate on information salient to the purchase.

TYPES OF CONSUMER PROBLEM-SOLVING PROCESSES

Routine problem Used when buying frequently purchased, low cost items Used when little search/decision effort is needed

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E.g., buying a quart of orange juice once per week

Limited problem solving Used when products are occasionally purchased Used when information is needed about an unfamiliar

product in a familiar product category

Extended problem solving Used when product is unfamiliar, expensive, or

infrequently purchased E.g., buying a new car once every five years

POST-PURCHASE CONSUMER BEHAVIOR

Satisfaction After the sale, the buyer will likely feel either satisfied or dissatisfied. If the buyer believes that he received more in the exchange than what was paid, he might feel satisfied. If he believes that he received less in the exchange than what was paid, then he might feel dissatisfied. Dissatisfied buyers are not likely to return as customers and are not likely to send friends, relatives, and acquaintances. They are also more likely to be unhappy or even abusive when the product requires post-sale servicing, as when an automobile needs warranty maintenance.

35

The research methodology adopted was Descriptive in nature. Information has been collected from a given sample of population only once.

Scope of the study

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Area: Different areas of ALLAHABAD had been covered during the study.

Time: The study had been done between the second week of June and the second week of August of 2008.

Method of data collection

questionnaire & interview method was chosen to collect the primary data

secondary data was collected from annual report, and companies websites

Questionnaire:The questionnaire I have used for data collection is consists of questions that are judicious mix of dichotomous, close-ended, and open-ended questions. As the study was to know the satisfaction for Vivel soap, since open-ended questions were necessary to get the inner information. Still, i made it as simple as possible.

ObjectiveTo study the consumer satisfaction and their why they prefer to buy Vivel soap and accordingly prepare the competitive update, i.e. Vivel bathing bar VS other soaps

Sampling Technique: Non probabilistic sampling design was used. In my research I have used quota sampling randomly whereby I divided Allahabad region into four zones consisting small areas and from each area I have assigned the quota of consumers for different places to get their responses.

Sample Design:Sample Size: 150

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Execution: I distributed Allahabad region into four zones. The consisted areas of each zone are listed below. The approach as straight forward in the car parking, I approached the customers directly and requested them to fill the questionnaire. I also visited big bazaar and taken valuable responses of my questionnaire from various buyers of Vivel soap.

The areas covered by me are:

Zone 1: Meerapur, Attarsuiya, Kalyani devi, Malviya nagar.

Zone 2: Mutthiganj, kidganj, Gaughat, baluaghat.

Zone 3: Katra, Allahpur

Zone 4: Bai ka bagh, Behrana, Naini

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Research Questions

Q-1. To get the clear picture about the customers satisfaction for Vivel soap.

Q-2. To know, why consumer prefer Vivel soap .and their perception

Q-3. To find the important factors which a customer considers while selecting soap.

Q-4. To know the loopholes or paucities in the product as felt by the consumers

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Q-5. To know, what consumers expect more from the soap?

Q-6. To find whether the customer is satisfied with the soap, and reasons for it.

Q-7. To know that what extra features in soap attract more consumers?

.

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a) Various mediums of awareness for consumer of Vivel soap:

Mediums Percentage of consumersTV Advertisement 48Magazines 12Family and friends 27Other medium 13

Since consumer awareness mediums plays a vital role in increasing sales, here various mediums showing there role play.

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Number of consumers influence by various awareness sources

75

18

42

20

01020304050607080

advertisement magazines family/friends others

Mediums

No. o

f con

sume

rs

users

b) Percentage of variants preferred :

Types of variants Percentage of usersYoung glow 24Satin soft 25Sandal sparkle 12Ayurveda essence 39

Consumer purchases a product according to their need and desire, while selecting soap a user especially prefer on the basis of their requirement for skin and its benefits

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Consumer prefrence for variants of vivel

36 38

18

58

010203040506070

satin soft young glow sandal sparkle ayurveda essence

variants

No. o

f use

rs

.

users

c) Reason for liking consumer favorite brand:

Attributes Percentage of usersFragrance 8Herbal ingredients 14Quality 16Packaging/design 7Lather 4Color 20Family preference 18Brand name 9Recommendations 5

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Various attributes influence consumer preference for a product, there are many attributes that influences the user of Vivel soap for their purchase of it.

Various reasons for prefrences

37

6572

33

16

85 82

40

20

0102030405060708090

Reasons

value

.

users

d) Consumer preference of various competitor soaps against non availability of Vivel bathing bar:

Consumer second preference

Percentage of users

Dettol 14Lux 32Dyna 10Pears 5Godrej no.1 15Cinthol 21Liril 3

This diagram also categorizes the different users who prefer other soap as their second preference, along with the user

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seeking other attributes in soap in face of variants, fragrance, and its effectiveness.

Consumers prefrence against non availibility of vivel

26

63

1910

2839

5

010203040506070

dettol lux dyna pears godrejno.1

cinthol liril

soaps

value

.

consumer

e) Percentage of consumer preference for ayurveda essence:

o 43 percent of the consumers under my sampling are always using ayurveda essence

o 23 percent of the consumers under my sapling are using ayurveda essence due to family compulsion

o 19 percent of the consumers under my sampling are not fond of using ayurveda essence regularly

o 15 percent of the consumers under my sampling are not regular at purchasing of ayurveda essence

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Prefrence of ayurveda essence consisting herbal ingredients

65

2235 29

0

20

40

60

80

always not always family compulsion not necessary

perception

value

users

f) Best in Vivel according to consumers:

Different person has different perception, in case of their preference of bathing bar they find Vivel a good quality product , and as company emphasizes on the fragrance of the soap it also exists at second position but due to paucity of wide variety of variants essential for massive consumers their preference it is not upto remarks. It simply represents there should be some more ranges in the product line.

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Best in vivel according to consumers

0

20

40

60

80

fragrance quality design &packaging

lather

attributes

No. o

f con

sume

rs

.

consumer

g) Perception about body odor prevention by the soap

Fragrance of the soap is quite satisfactory in preventing body odour and serving its purpose but it was the need of summer to provide strong fragrance soap as mostly all soaps soft smell, also demand was raised for masculine lime fresh/fragrance soap.

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Perception about body odor prevention by the soap

4734

62

6

010203040506070

always not long lasting mostly not at anticonditions

perception

value

.

no of users

h) Consumer recommendation for Vivel soap to others: Since different consumers have different behavior or

nature (i.e. introvert and extrovert) based on their personality and traits influences their sharing and non- sharing of their preferences. but only satisfied users recommend their preferences to others.

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Consumers recomendation for vivel soap to others

4536

19

52

0102030405060

sometimes mostly generally not when asked

Recommendation

value

in nu

mber

.

users

i) Consumer Perception About The Color Of The Soap

Mostly consumers prefer to buy products that are effective and less prone to side effects or harsh color are neglected, therefore this diagram represents the value of color of soap used by the consumers

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j) Percentage of consumer preference for packaging and design of the soap.

65 percent of the consumer is attracted by the packaging and is influence by the packaging of the product while 35 percent of the consumer thinks that packaging of the soap plays no role in the selection of the product, and is not attracted towards the packaging of the product.

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Consumer prefrence due to packaging and design of the soap

65%

35%yes

no

k) Income group of respondents in the form of percentage of Vivel consumers:

Income group Percentage of respondents

Below 5000 47Between 5000 to 15000 37Between 15000 to 25000 12More than 25000 4

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As it was made for middle strata consumers it is satisfactorily working accordingly

Income level of the consumers using vivel soap

0

20

40

60

80

below 5000 between 5000 -15000

between 15000 -25000

more than 25000

income level

No. o

f con

sume

rs

consumers

l) Vivel value for money:

Response of consumers Percentage of respondents

Yes 81No 19

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Vivel value for money

81%

19%

yesno

Causes of consumers preference of different brands of bathing soaps on unavailability of Vivel

Brands Reasons of usage

Lux a) long lasting sweet smell b) Reliable

FDettol a) anti-allergic, b) Hygienic

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Pears a) glycerin b) Moisturizes the skin c) Brighten the skin tone

Dyna a) cost effective b) Lower consumption rate

Lyril a) fragrance

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As FMCG major ITC Ltd is expanding its product portfolio in the Rs 6,500 crore Indian toilet soaps industry, Godrej Consumer Products and Wipro Consumer Care & Lighting are beefing up their operations to persuade consumers. To sustain its leadership in the over-crowded category, Hindustan Unilever Ltd (HUL) is currently chalk ing out a fresh game plan which includes product innovation and high-voltage ad campaigns.

With the changing complexion of the industry, major players are gearing up to gain a competitive edge in this sector, according to industry analysts. Innovation seems to be the main theme of the Indian soap opera this year. Currently, HUL leads the pack with a 53.2 %.

ITC, after launching its premium brand ‘Fiama Di Wills’ soaps on December 22, 2007,extended its ranges presently in three segments, namely super premium, premium and mass markets.

On HUL’s strategy, company working on the expansion of the existing market and growth within the existing market. They

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are investing on their brands by supported by brand activities in terms of re-launches and new launches. HUL’s new launches include, Lux Crystal Shine, Lifebuoy Skingaurd and Breeze Morning Muskan.

Across the road, Wipro Consumer Care and Lighting is strengthening its distribution network to reach out to a wider target audience. “Our critical priority is to beef up our distribution network in rural markets in 2008. Their sharp focus is on ‘high quality’ products.

Another player, Dabur India, is also planning to strengthen and expand its presence in this sector. the company is planning to launch a slew of new products in 2008. “

Innovation seems to be the main theme of the Indian soap industry in 2008. With the entry of ITC, the stage is all set for a major tussle between the new entrant and existing players in the Rs 6,500-crore branded toilet soaps sector in India. To fight competition, major players

Hindustan Unilever Ltd (HUL),

Godrej Consumer Products Ltd (GCPL),

Dabur India and

Wipro Consumer Care & Lighting

are now drawing up fresh game plans. And the accent is clearly on innovation to gain mind share as well as market share in this overcrowded category.

At the present, HUL leads the pack with a 53.2%, market share and Godrej Consumer Goods is a distant second lead player with a market share of 10%. "Today HUL and GCPL are the major players in this sector. GCPL is consistently increasing its market share every year to race ahead, though. Wipro is quite aggressive about its growth plans, too. I am sure ITC's entry will certainly change the market dynamics in this sector.

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Industry analysts point out that ITC with its distribution strength will try to grab market share from existing players in this sector. Small wonder then that major players are also beefing up their distribution network and brand building exercises to retain and persuade consumers.

What's going to be Wipro Consumer Care's core strategy to gain a competitive edge in the branded toilet soaps sector? Wipro has invested heavily in the soap formulation to give customers a great bathing experience at reasonable pricing. "Santoor is the third largest brand in toilet soap industry and going ahead. Company consolidates out position through Santoor and offers various forms." The company has recently introduced Santoor-White to cater to the luxury segment, Glycerin variant to address extra-moisturising needs during winters, and Santoor- 45 gm (at Rs 6) to address the price sensitive customer.

As part of its strategy, Wipro Consumer Care & Lighting is strengthening its distribution network to reach out to a wider target audience. "Their critical priority is to gripe up their distribution network in rural markets in 2008. Their sharp focus is on high quality products as well. Last year, Wipro acquired Unza brands, but it is in no hurry to launch it in India.

According to V.Agrawal president Wipro consumer care, the Indian toilet soap industry is growing at approx 3-4% in volume terms and around 10% in value terms. "The value growth is higher because prices have gone up during the last year. The input raw material (vegetable oil) cost has gone up by more that 40% last year. We are expecting vegetable oil prices to go up further. We expect industry to grow by 9-10 % in value terms going ahead," he adds.

HUL is busy chalking out a fresh game plan to sustain its leadership in this sector, by expanding the existing market and also growing within the existing market. The company is currently beaming a high-voltage advertising campaign featuring cine star Priyanka Chopra to promote its flagship brand Lux.

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While In a queer coincidence, the newest star Deepika Padukone, features in different commercials has been fastened by ITC to promote its Fiama Di Wills soap brand.

Interestingly, HUL’s journey in India started with Sunlight soap in 1888. Sunlight was followed soon after by Lifebuoy in 1895 and other famous brands like Pears and Lux. Currently, Lifebuoy and Lux are the largest selling toilet soaps in India.

India's two largest FMCG companies ITC and HUL, which have largely competed in urban India, are now engaged in market fare in rural India, too. Interestingly, HUL's Project Shakti (a rural women entrepreneurship initiative) and ITC Choupal Saagars (rural super stores) not only have the same target audience but also retail products through rural folks. At the present, HUL's rural initiative Project Shakti covers 15 states in India and has over 37,000 Shakti Ammas (women entrepreneurs) reaching 1 lakh villages.

As part of its rural initiative, HUL has kicked off cause-related marketing to promote its brand Lifebuoy. Lifebuoy has been at the forefront of a sustained direct-contact health education programme aimed at raising hygiene standards in Indian rural communities.

How is the Godrej group planning to sustain its leading edge in the branded toilet soaps industry?

Currently, GCPL core strategy is to continue to increase market share in the toilet soaps industry by 1 % per annum, and aiming to apply a lot of tactics to achieve this goal.

This year, GCPL is planning to use star endorsement to promote its brands in competitive markets. And planning to increase ad spend by 2% at points of sale.

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GCPL is going to rely on superior quality products, company's prime focus will be on innovation and meaningful products at the right price.

According to many market analysts, the major growth driver in this sector in the year 2008 will be high quality innovative products that will be launched by the players. "Consumers today look for functional benefits. And also assumes the key role of retail format in pumping up the volumes.

What are the key challenges that the industry will face?

Input costs will be the biggest challenge for companies. Increasing competition will also pose a big challenge for established players. Increased prices of product are indicating the rising input costs.

ITC has already marked a venture into core FMCG categories-soaps and shampoos. It is expected that ITC would eventually expand the basket to include more personal products. ITC's good financial backing is expected to assist the company in competing against the might of HUL and other rivals.

.

59

Competitive Landscape – Soap

Segment Overview - Soap

60

HUL is the market leader (over 50% MS) followed by Wipro, Dorcas and Godrej

The soap industry is estimated at over Rs. 6400 Cr. It is the largest personal care category. The industry based on price based segmentation can be classified as follows:

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1. Visibility: DS should be trained for the window visibility.They should know how to place the product in the right category.They should visit the outlet according to its route and make sure the product and the place, both is clean or not.

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Little more discounts should be given to shop keepers for window visibility, since visibility is very essential for sales promotion especially by consumer awareness, and target should be reduced in the beginning for window visibility.

2. Promotion in societies and markets:Promotions are the best way to get the maximum response out of the minimum expenses. For promotion of sales and consumer awareness, we can provide special schemes like:

o Buy 3 & get 1 free,o Free sampling in malls o Free sampling in residential societies (door to door

sampling)o Schemes of free coupons for mega prizeso Heavy discount on the purchase of monthly pack that

consists of 5 to 6 soaps and costs about 80 to 85. Since consumers are very careful about value for money, they would not buy a single soap at Rs. 16 but they can easily lure towards 5 0n 75.(revision of current scheme i.e. 2 Rs discount on purchase of value pack)

ITC scheme, of free sampling with other ITC products is quite satisfactory in terms of consumer awareness. 3. Increase trade margin:Endeavour should be made to increase margin rate. Though we have same margin in comparison to the competition but

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for new product it would be beneficial to reduce trade margin so that traders eagerly accept to sell the product to the ultimate consumers, it will also increase trade awareness since there is a paucity of trade awareness. We may also provide better schemes to the traders, like point system on the purchase of product and provision of rewards on the annual accumulated points, or by providing quantity schemes (percentage refund on the purchase of product on the basis of the total cost)

4. Aid schemes:We can also promote sales by putting the aid and abetment schemes through which we may help poor children or children in need by the provision of accumulation of funds that would be a small part of each purchase.5. Proper sales training to increase sales volume: Sales training should be given by proper sales trainer or experienced member of sales department who can motivate & train the new joiners and the sales representatives. In the initial stages new representatives should be sent with experienced professionals so that they can learn the best way to tackle queries under different circumstances and also the perfect marketing ability. 6. Extend variants and fragrance in soap:

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As company has given great emphasis on the fragrance of the soap, but the male segment according to them is untouched, mostly males aged 20 -40 are still seeking masculine fragrance or lemon flavored soap.

6. Feed back system:Since the soap is new to the market public need a lot of modification in the soap therefore there should be an arrangement of proper feed back system to understand consumers demand and provide that accordingly.

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SWOT ANALYSIS

STRENGTH Product of Well known multi national company. Wide customers range. Competitive products. High value of company image. Quality appreciation from consumer.

WEAKNESS

Paucity of outlet visibility. Low trade awareness. Paucity Consumer promotions (free sampling). Absence of special schemes. New to the market.

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OPPURTUNITIES: Fine quality of product may increase sales Growth stage of the product. Price compatibility and competitiveness. Faith on company may increase immense sales. Segmented product for different consumer types.

THREATS Competition. Unforeseen future. New product to consumers. Reduction in schemes.

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When I went to the market for sales, people were aware about the brand except few but due to limited number of outlets in the beginning we found great problems in convincing massive customers for buying the new bathing bar. When I came to know about the choice and criteria for choosing the soap, while marketing the product, I got known that there are many factors which influence its preference like fragrance, quality, lather, durability, and cost and the increment in cost of the product just after launching of it has loose impact from the consumers/customers. Ultimately in the period of approximately 40 days of selling period it was very tough to make sales easy.

Though ITC has a good brand image but has a tough competition by many other companies which are very well established gradually. And price effectively for cheaper soap is slightly higher for poor or less earning people, since there are many soaps which is preferred by lower strata is amounts more and we have no competition for that segment. The whole market is not targeted since company has segmented the product for only three segments higher middle and lower class but not concerned for the high population living below poverty line or tantamount.

Intermediates and salesmen are doing well by implicating push technique essential for the sales promotion of new product (in comparison to competitors).Among the FMCG and PERSONAL CARE products we earn more in FMCG due to its demand so more stress is given on this segment.

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LIMITATION

Small sample size may not represent the entire industry as survey area was very small.

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Result in these sectors may not be true for the entire nation.

Due to paucity of time, the sample size taken was small (150).

It was difficult to trap customers living in different location of the city.

The duration of the project was entirely the summer period. The scorching heat of Allahabad and few weeks due to heavy rainfall was physically demanding and was workless for me for me.

The people were generally very busy and so, it was really very difficult to get time from them to fill-up the questionnaires. Also, they were very reluctant to provide information, which was very necessary for the purpose of the study.

Every project comes with a new challenge. And what is a challenge without difficulties. I also faced many difficulties while doing the project. And those situations gave me a learning, which would help me throughout my life.

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My summer training in ITC limited at Allahabad was a great learning experience. I was given a project on market research and sales. I learnt how to deal with people, how to convince them to give time. I had to give the impression that I am doing a project for academic purpose. Since, it was not an aid to the people. Therefore I had to adopt different techniques at different places to get positive responses. My strategy making skills was polished in this

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manner. Moreover the scorching heat sometimes made it almost impossible to carry out the fieldwork. Latter on i started looking out for the consumer at the evening, so that I can easily ask them to fill the questionnaire. Another thing of great importance that I learnt during the course of the project is patience. As a researcher, the company as well as the respondent was my consumers. I learnt that to deal with customers/consumers I need great deal of patience. And it helps a lot to have patience while interacting with others especially when they refuse to answer. Last but not the least, while working in the market I learnt about the marketing skills and also about marketing technique how to lure consumers and convince them. It was indeed a great experience to learn, how to make customers, and general schemes for consumer awareness. It was a fabulous experience interacting with all the employees of the company and members of distribution agency.Second month of our training we started with market research. It was again an amazing experience for me. I was aware of convincing a tough task but learning will be the highest. We got across different types of people (customers). Some people treated me with greetings and at the other hand few were there who turned me out.

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QUESTIONNAIRE FOR THE CONSUMER ANALYSIS USING VIVEL SOAP

Please respond to the entire question for our convenience.

1. How do you come to know about Vivel bathing soap?

a) Advertisement b) Magazines c) Family and friends d) others

2. Which variant you mostly prefer and why?

a) Satin soft, for soft skin b) Young glow, for glowing skinc) Sandal sparkle, for clear skin d) Ayurveda essence, for healthy skin

Because: _____________________________________________

3. What influence you to buy Vivel?

a) Attractive packaging b) Brand Namec) Fragrance d) Advertisement

4. What you feel is best in Vivel?

a) Fragrance b) Qualityb) Soap design/packaging d) Lather

Please mention, if other: ___________________________________

5. Is packaging of the soap influences your purchase?

a) Yes b) No

6. Do you prefer coloured soap?

a) Yes b) No

7. Does Vivel sufficiently and satisfactorily preventing your body odour?

a) Always b) mostlyd) Not at anti conditions d) not long lasting

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8. Is Vivel soap gripped conveniently\well while using?

a) Yes b) No

9. Does your whole family prefer Vivel?

a) Only adults b) Only childrenc) Only young ones d) all of these

№10. How can you compare Vivel with the costlier soap you ever have used?

a) Average b) betterc) Similar d) assorted differentiated

11. Do you prefer ayurvedic essence or herbal ingredients in your soap?

a) Yes I always prefer b) yes my family prefer c) Not always d) not necessarily

12. Do you recommend Vivel to your friends and other family members?

a) Sometimes b) generally notc) When asked d) mostly 13. Which soap is your second preference?

a) Lux b) Godrej no1 cc)Dyna d)Cinthol

Please mention if any other ---------

14. What more you expect from Vivel? OrAny suggestion for improvement in Vivel

a) Yes ___________________________________________b) No

15. Do you feel Vivel to be a value for money?

a) Yes b) No

Because, ________________________________________ 16. Income:-Below 5000Between 5000 – 15,000Between 15,000 – 25,000More than 25,000

Name ____________________________________________

Occupation________________________________________

Address_________________________________________

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Phone No. /mobile no if any ________________________

-: Thanks for your kind cooperation:-

Note: this questionnaire is purposively for the analysis of consumer satisfaction and their perception for Vivel soap.

“Analysis of consumer satisfaction and their perception for Vivel bathing soaps”

at

ALLAHABAD

PROJECT REPORT 2008

Submitted towards the partial fulfillment for award of degree of

Master Of Business Administration (M.B.A.)

Submitted by:

GAURAV KUMAR SHARMA

Roll No. :

77

DECLARATION

I hereby declare that I have carried out Summer Training Project on the topic entitled “Analysis of consumer satisfaction and their perception for Vivel bathing soaps “at Allahabad..

I further declare that this project work is based on my original work and no part of this project has been published or submitted to anybody.

Gaurav Kumar Sharma M.B.A 3rd Semester

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Books1. Marketing notes from Rai university.REPORTS

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2. Corporate presentation by Mr. S Dutta.3. Annual report ITC: 20084. Newspaper HT. &5. Distributors Magazines6. Business world

Websiteswww.itcportal.comwww.google.comwww.theeconomicstimes.comwww.moneycontrol.com www.thetimesofindia.comwww.researchandmarkets.com

Sales personnel of- ITC limited, Hindustan unilever limited

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