Comparative Study of Soaps HLL, P&G, Godrej, Nirma and Johnson & Johnson Marketing 2014 DEV

A
DISSERTATION
ON
Comparative study of Soaps

HUL, P&G, Godrej, Nirma and
Johnson & Johnson
SUBMITTED FOR
PARTIAL
FULFILLMENT OF THE
DEGREE OF
MASTER OF
BUSINESS ADMINISTRATION
By
Devnandan Mukhiya
(Roll No.: 1115270039)
Under the Guidance of
Dr. J. N. Giri
MANGALMAY INSTITUTE OF MANAGEMENT & TECHNOLOGY

KNOWLEDGE PARK -2 GREATER NOIDA
HEAD OF MBA PROGRAMS CERTIFICATE
1|Page
This is to certify that Dissertation titled Comparative study of Soaps HLL, P&G,
Godrej, Nirma and Johnson & Johnson is carried out by Mr. DEVNANADAN
MUKHIYA, Roll No. 1115270039 student of MBA IV Semester at Mangalmay
institute of Management & technology, Greater Noida, under the supervision of Dr. J. N.
Giri This is an original work carried out by the said student to the best of my
knowledge and I recommend for the submission of this Dissertation to Uttar Pradesh
Technical University, Lucknow in the partial fulfillment of the requirement for the
award of MBA Degree.
PREFACE
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The learning process of classroom is incomplete without any practical field experience. It is
because of the reason that our Institute like any other has provision for practical training so
accordingly we have been given this Dissertation for practical exposure.
This work gave us an insight to understand that how some of the important concepts that we
have been studying as a student of management are applicable in the field. The project is a
sincere attempt to focus on the subject in a lucid manner. I sincerely attempted to carry out in
depth study of the subject.
Devnandan mukhiya
Roll. No. 1115270039
3|Page
ACKNOWLEDGEMENT
In my research work many people who have been enormously helpful to the preparation of
this study; words are incapable of expressing the felling of independent and gratitude I fell.
I wish to offer my deep veneration to Dr. J. N. Giri Faculty mangalmay institute of
management & technology, Greater Noida, for guided me with all aspects on the entitled
Comparative
Comparative study of Soaps HLL, P&G, Godrej, Nirma and Johnson & Johnson
Johnson And
at last I would like to offer my heartiest thanks to all those whom I could not mention here
but who have directly or indirectly supported to face this challenge.
I shall deem my labor amply rewarded if my research report is found useful in anyway. I
also tender my apology
Devnandan mukhiya
Roll. No. 1115270039
DECLARATION
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I hereby declare that the research report titled Comparative study of Soaps HLL,
P&G, Godrej, Nirma and Johnson & Johnson is the result of individual efforts and
has been completed under the guidance of Dr. J. N. Giri, Mangalmay Institute of
Management & technology, Greater Noida. The finding and interpretation in the report are
based on the data collected by me and the report is not a reproduction of any other project
submitted for similar purposes.
Devnandan mukhiya
Roll. No. 1115270039
Table of Contents
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1. INTRODUCTION
7-14
2. OBJECTIVE OF STUDY
15-16
3. SCOPE OF STUDY
17-20
4. RESEARCH METHODOLOGY
21-35
5. PRODUCTS
36-68
6. CONCEPTUAL ASPECTS OF THE STUDY
69-79
7. DATA ANALYSIS
80
8. FINDING OF STUDY
81
9. LIMITATIONS
82
10. RECOMMENDATIONS AND CONCLUSION
83-84
11. QUESTIONNAIRE
85-88
12. BIBLIOGRAPHY
89
Introduction of FMCG
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FMCG reffers to consumer non-durable goods requirement for daily or frequent

use. Typically, a consumer buys these goods at least once a month.
The sector covers a wide gamut of products such as detergents, toilet soaps,
toothpastes shampoos, creams, powders, food products, confectioneries,
beverages, cigarettes.
Typical characteristics of FMCG products.
Individual items are of small value.
But all FMCG products put together
account for a significant part of the consumers budget.

The consumer keeps limited inventory of these products and prefers to purchase
them frequently, as and when required. Many of these products are perishable.
The consumer spends little time on the purchase decision. Rarely does he/she
look for technical specification (in contrast to industrial goods). Brand loyalties
or recommendations of reliable retailer/dealer drive purchase decisions.
Trail of a new products i.e. brand switching is often induced by heavy
advertisement, recommendation of the retailer or neighbours/friends.
These products cater to necessities, comforts as well as luxuries. They meet the
demands of the entire cross section of population. Price and income elasticity
of demand varies across products and consumers.
Indian Soap Market

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Heat and dust are integral part of Indian climate. This makes Indian as one of
the ideal market for soaps and other cleaning products. The penetration of
bathing soaps is 98% of all households. The research study shows that the per
capita consumption of bathing soap is 513 gm. So there is a very big market for
soap in India. The total turnover of soap or market in India is 54 lacs ton per
annum and is increasing at the rate of 5% per annum.
HLL
Hindustan Lever Limited (HLL) is Indias largest fast moving consumer goods
company with leadership in Home and Personal Care Products and Foods &
Beverages. HLLs brands, spread across 20 distinct consumer categories, touch
the lives of two out of three Indians.
If Hindustan Lever straddles the Indian corporate world, it is because of being
single minded in identifying itself with Indian aspirations and needs in every
walk of life.
HLL is the market leader with 59% of share followed by Godrej. Other major
players are Nirma Ltd., Colgate Palmolive Ltd. Henkel Spic India Ltd.
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Procter & Gamble

Procter & Gamble is a giant in household products, and the company which
defined many marketing strategies we now take for granted. It was the first
company to advertise nationally direct to consumers (In 1880) and it literally
created the concept of Soap Opera by sponsoring radio and television
dramas targeting women. P&G found life in the first years of 21 st century more
difficult than it may have expected, with earnings below expectations and a
series of management shake ups as a result of under performance. The group
got back on track during 2002 with the purchase of Clairol and Wella and a
renewed focus on core products. Following dynamic performance in 2004 and
2005, P&G demonstrated the strength of its recovery with the January 2006
announcement that it has agreed a deal to acquire legendary personal care
products rival Gillette.
Advertising Age/TNS estimated global measure
advertising expenditure of $5.8bn in 2004, making P&G the worlds #1

advertiser.
Procter & Gamble India is one of the countrys leading advertisers, with a
small portfolio of products led by Indias best selling healthcare brand Vicks.
Advertising Age estimate a local ad spend of $138m in 2004, although the
company declared a substantially lower figure.
The soap market is not only segmented on the basis of price and benefits but
even a range of emotions within that outlining frame work. For simplicity soap
market can be divided into four categories.
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1.
Economy/Functional brand
It comprise of 35% of the market. The red carbolic cakes are low price
germ killers. The names of few of the functional brands are OK, Nirma
bath and Lifebuoy. The prices of this brand soaps range from Rs. 5 to Rs.
8 per 75 gms.
2.
Popular soaps
The biggest share in the soap market, popular soap has a market share of
55%. The price of this category of soaps ranges from Rs. 8-12 for a 75
gm cake. Each soap wants to posses a special benefit like fragrance,
freshness etc.
3.
Premium soaps
It comprises of 7% of the total market. Premium brands are priced in Rs.
12-30 range for 75 gm cake. People are willing to pay more for this
category of soap and several other brands have special relationship and
people.
Some of the premium brand rolling market once Cinthol
ultimate, Lux International, Palmolive extra care, Le Sancy, Dettol, etc. to

name a few.
4.
Super premium soaps :

This category soap is the most tiniest part in the soap market and have a
share of only 24% of the total soap market. The price range starts from
Rs. 30 and above for 75 gm.
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Market Share (Soap)
7% 3%
35%
Economy
Popular
Premium
Super Premium
55%
The economy soap constitute 35% of market share, popular soap constitute
major portion of market share, 55% then premium and super premium constitute
7% and 3% respectively.
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Segmentation of soap on the basis of price
4%
10%
Rs. 5-8 Functio nal

Rs. 9-12 P o pular
Rs. 13-30 P remium
Rs. 30 abo ve supre P remium
43%
43%
From the above figure, it is very much clear that most of the toilet soaps
available in India fall into the category of popular and premium soaps, both of
these groups accounts 43%, functional soaps accounts 10% and there is small
percentage for the super premium soaps.
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List of soaps with their segments and prices
Functional
Popular
Premium
Super Premium
/Economy
Rs. 9-12
Rs. 13-30
Rs. 31 and above
Nima
Medimix
Hamam
Rexona
Borosoft
Palmolive Extra
Lux Skin Care
Pears
Nevia
Johnson Baby
Dove
Margo
Liril
Neem
Fair Glow
Cinthol
Soap
Doy
Johnson Kids
Denim
Fa
Park Avenue
Rs. 5-8
Breeze
Jai
Palmolive Natural
Lifebuoy
(The entire price given for 75 gms)
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Segmentation of soap on the basis of TFM

(Total Fatty Matters) contents
Rs. 5-8 Functional
4%
10%
Rs. 9-12 Popular
43%
43%
Rs. 13-30 Premium
Rs. 30-above Super

Premium
TFM 60-65%
TFM 66-70%
TFM 71-75%
TFM 76-80%
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Medimix
Palmolive natural
Lifebuoy
Jai
Lux
Neem
Breeze
Hamam
Rexona
Lifebuoy gold
Liril
Pears
Denim
Dove
Nima
Fairglow
Borosoft
Dettol
Cinthol
Nevia
Lux Skin Care
Palmolive Extra
care
Park avenue
Doy
Fa
Johnson Baby
soap
Aramusk
OBJECTIVE OF STUDY
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Every study has certain objective there is no study without the objective,
because objective are the purpose of study. No study serves any existence
without its significant thus; they are the backbone on which the body study
stands.
a)
To find out the awareness of FMCG product among the customers.
b)
To find out the factors affecting the purchase of FMCG products.
c)
To find out from where the customer prefer to buy the FMCGI
products.
d)
To find out which bank is being preferred by the customer.
e)
To find out the purpose of taking FMCG products.
SCOPE OF STUDY
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According to father of marketing - PHILIP KOTLER

Marketing research is the systematic design analysis, collection and finding of
relevant data to specific marketing situation facing the company
According to American Marketing Association
Marketing is systematic gathering, recording of data about problem relating to
marketing of goods and services.
So it is clear that the marketing research on the myriad problem of marketing.
Its purpose is to systematic gathering and analysis of information and of course
to provide aid of marketing management.
It is important to clarify the relationship and difference between marketing
research and marketing information system (M.I.S.) where as job of MIS is to
supply marketing information, problem analysis is the job of marketing
research. Marketing research too generates and utilizes marketing information
but its purpose is problem solving.
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Research Methodology
Classification of Marketing Research
(Based on subject of research)
The various marketing research problems can be classified based on subject

matter of research as shown below:
Research on products
Research on market
Research on consumer
Research on advertising and promotion
Research on distribution
Research on price
Research on competition
Research on sales
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Research process consists of seven steps which in practical works.

1.
Analyzing purpose : Need of theoretical concepts in practical works.
2.
Review of literature :
Literature review of various books on
marketing management to acquire the knowledge about the subject.
3.
Formulation of Hypothesis : The basic hypothesis and a random

sample of people to be formulated or to be taken.
4.
Research Design : Research design of project to be done and sample

size to be taken as per the requirement.
5.
Collection of Data : Method of collection of primary and secondary

data to be achieved.
6. Analysis of Data: The data to be analyzed with respect to the theories given
in the books which are referred and known to us.
7. Interpretation and Reporting: This is the resultant of analysis of data,

which is collected by survey and company visit.
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Research Process Diagram
Problem
Definition
Research
Design
Discovery &
Definition
Conclusion
and Report
Sampling
Data processing
and Analysis
Data
Gathering
This project has followed all the above criterias and following things are taken
into consideration for the preparation report :
Research Design
A research design is purely and simply the focus of the study in on studying the
banner advertising is conclusive in nature that guides to the collection and
analysis of data. The descriptive research design has been used in this project,
because consumers feedback was necessary for obtaining the data.
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Data sources
Primary data was collected by the questionnaire based marked survey.
Secondary data was obtained from journals, magazines newspapers, books and
the internet.
Research Instrument
For doing the survey research, structured questionnaire with both open ended
and close ended questions were used.
Mode of Survey
The mode of survey was personal interview with the respondents during the
filling up of the questionnaire.
Sampling
The sampling used for this study was probability sampling. Since the study is
only meant for certain specific categories within the total population, a stratified
random sample was used. Three groups of categories have been taken into
account viz. students professionals and general public.
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Sample Size
A sample size of 150 respondents is used for the study.
Sample Unit
This study was basically an opinion survey of the male of female in category of
students, professionals and section A, B, & C people.
Place of study
The study and survey is done in national capital region only.
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PRODUCTS
HINDUSTAN
LEVER
LIMITED
23 | P a g e
Breeze scent magic is the soap which fulfills the aspirations of women of rural
India. Breeze has offered them beauty at an affordable price, making them
look and feel beautiful.
Research and consumer visits have shown that the desire for great fragrance
featured highest in the daily beauty regime of discount soap users. Breeze
explores this through the proposition of scent in a soap scent ka kamala, ab
sabum mein and explicitly propagates the brand promise of the Hameshaa
Kuchh extra. It delivers all this and still matches consumers needs in terms of
price and quantity offered staying true to its word.
Breeze has been enriched with 19 special scent oils, which ensure that one
smells good for a long time though the day. Introduced in variants like scent
magic, scent magic lime, and scent magic sandal, Breeze strives towards
fulfillment the companys mission of being inventive in creating value.
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Brand Name : Breeze

About the Brand : Originally launched in 1989, Breeze is today perceived to be
a good value for money brand with outstanding sensory experience. Its
strengths are its fragrance, lather and the soft feeling it has on the skin.
Target : Breeze is a mass market soap that sells in the economy segment. It
targets to the people who wants to feel fragrance during the bath.
Positioning : Breeze is positioned for her who considered it as more than just
soap. It is, in fact, her beauty aid, her only cosmetic, and one that she can
afford. She regards Breeze as her only way of fulfilling her dream of looking
beautiful.
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Brand Name : Lux Sunscreen formula

About the Brand :
The new, patented technology called the Sunscreen
Formula contains a combination of sunscreen actives, which are deposited on

the skin as a protective layer, even as the soap washes away dirt and grime.
This unique formula is the climax of a long search for a product thats easy to
apply, safe to use, affordable and provides optimal protection from UV ray.
Target : It target at the women from upper middle class above. It target to the
women of age group of 15-45 who were very much concerned about their skin
under the sun.
Positioning : It position itself as a protective layer to the womens skin also
who can go out in the blazing sun without worrying about losing her
complexion.
Advertising Objective : The advertising objective of HLL is to influence the
women who used to go out in the blazing sun.
Advertising strategy : Strategy is to project Lux sunscreen formula as a
protection from ultra violet ray.
Available Range and price : 75 gms
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Dove soap, which was launched by Uniliver in 1957, has been available in India
since 1995. It provides a refreshingly real alternative for women who recognize
that beauty is not simply about how you look, it is about how you feel.
The skins natural pH is slightly acidic 5.5-6.
Ordinary soaps tend to be
alkaline, with pH higher that 9. Dove is formulated to be pH neutral (pH

between 6.5 and 7.5) and to be mild on skin. This makes it suitable for all skin
types for all seasons. While Dove soap bar is widely available across the
country, Dove body was is available in selected outlet.
Globally, Dove has been extended to many other countries. Since the 1980s, for
example, Unilever has launched a moisturizing body-wash deodorants, body
lotions, facial cleansers and shampoos and conditioners, providing a
comprehensive range of solutions to bring out true inner beauty.
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When it comes to soap, Hamam is considered to be the most reliable option.

Launched in 1934, Hamam has traditionally been a soap that takes care of your
skin in a natural way.
According to a research conducted by Indica Research in May 2003, 78% of
Doctors in Tamil Nadu recommend Hamam.
Besides being a perfectly balanced soap, Hamam takes on a very modern and
trendy look.
Hamams enhanced fragrance now provides a longer lasting
freshness. The new attractive oval shaped Hamam comes in an attractive and
modern packaging. The ingredients that are used in Hamam-Neem, Tulsi and
Aloe Vera-by themselves have great therapeutic values.
Hamam, the brand is very true to its tagline that says, Everything in life is
about balance.
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Brand Name : HAMAM

About the Brand : It is a product from HLL
Target : It targets to the middle class Indian Family.
Positioning : It positioned as a family soap with natural ingredients.
\
Price : Rs. 10 (100 gms)
Advertising objective : It is to emphasis on the natural quality of the soap.
Advertisement Strategy : It project as a natural product for every Indian
middle class family.
Sales Promotion : No scheme
Available range & size : 100 gms
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Making a billion Indians feel safe and secure by meeting their health and
hygiene needs is the mission of Lifebuoy.
The worlds largest selling soap offers a compelling health benefit to the entire
family. Launched in 1895, Lifebuoy, for over a 100 years, has been
synonymous with health and value. The brick red soap, with its perfume and
popular Lifebuoy jingle, has carried the Lifebuoy message of health across the
length and breadth of the country.
The 2002 and 2004 re-launches have been turning points in its history. The
new mix includes a new formulation and a repositioning to make it more
relevant to both new and existing consumers.
Lifebuoy is now milled toilet soap with a new health fragrance and a
contemporary shape. The new milled formulation offers a significantly superior
bathing experience and skin feel. This new mix has registered conclusive and
clear preference among existing and new users.
The new Lifebuoy is targeted at todays discerning housewife with a more
inclusive family health protection for my family and me positioning.
Lifebuoy has made a deliberate shift from the male, responsible benefit of
health to a warmer, more versatile, more responsible benefit of health for the
entire family.
At the upper end of the market, Lifebuoy offers specific health benefits through
Lifebuoy Gold and Plus. Lifebuoy Gold (also called Care) helps protect against
germs which cause skin blemishes, while Lifebuoy Plus offers protection
against germs which cause body odour.
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Brand Name : Lifebuoy

About the Brand : Launched in the year 1895, Lifebuoy, for over a 100 years,
has been synonymous with health and value. The brick red soap, with its
perfume and popular Lifebuoy jingle have carried the Lifebuoy message of
health across the length and breadth of the country, making it the largest selling
soap brand in the world.
In 2002 Lifebuoy was re-launched, making a new turning point in its history.
The new mix includes a new formulation and a repositioning of the brand to
make it more relevant to both new and existing consumers.
Target : The new Lifebuoy is targeted at todays discerning housewife with a
more inclusive family health protection for my family and me positioning.
Positioning : Lifebuoy has made a deliberate shift from the male, victorious
concept of health to a warmer, more versatile, more responsible benefit of
health for the entire family.
Brand Name : Lifebuoy International Gold
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About the Brand : The brand was launched by Hindustan Level Ltd. This
soap is not a red carbolic soap as Lifebuoy normally is.
Target : It targets to the every Indian family starting middle class.
Positioning : It positioned as a family a soap
Price : Rs. 10.
Advertising objective : Objective is to differentiate the new brand from the old
one.
Advertisement strategy : The strategy they followed was to emphasis on the
quality aspect of the soap as well as the colour of the soap as it is totally a white
in colour.
Sale Promotion : Ear ring free with three pack of soap.
Available Range and Size : 75 gms.
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LIRIL
For 28 years, freshness has been clearly identified with one name Liril.
Liril expressions have always set trends whether it is a bathing beauty in a
waterfall of La-i-ra-i-laa!. The energy and excitement levels associated with
the brand have to be experience to be believed with changing times. Liril has
donned many avatars: Presently, Liril Soft Aloe Vera & Lime, Liril Icy Cool
and Liril Orange Splash are making waves.
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Brand Name : LIRIL

About the Brand : Product from HLL.
Target : it targets to the women of upper middle class
Positioning : Positioned as a beauty soap for female.
Price : Rs. 15
Advertising objective : To popularize the brand by using beautiful model.
Advertisement Strategy : It presented the soap as a product for women who
doesnt gave it up in any condition.
Sales Promotion : No scheme.
Available Range & Size : Liril Lime, Liril Aqua (75 gms)
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Lux stands for the promise of beauty and glamour as one of the Indias most
trusted personal care brands. Lux continues to be a favourite with generations
of users for the experience of a sensuous and luxurious bath.
Since its launch in India in the year 1929, Lux has offered a range of soaps in
different sensuous colours and world class fragrances. 2003 saw one of the
biggest milestones in the history of Lux. From being just a beauty soap of film
stars, Lux recognized the need for a compelling message about beauty that
would resonate with women of today.
Lux is available in four different variants Exotic flower petals and Jojoba Oil,
Almond Oil and Milk Cream, Fruit Extracts and Honey in Milk Cream and
Sandal Saffron in Milk Cream.
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Brand Name : Lux

About the Brand : Lux is one the biggest brands in the soap category. Lux was
launched in India in the year 1905. A unique soap, which protects the skins
fairness against darkening by the sun. The product contains a combination of
sunscreen actives, which are deposited on the skin as a protective layer, even as
the soap washes away dirt and grime. This breakthrough, for the first time in
the world, is the result of technology patented by HLL.
Target : Lux targets the women of age group of 15-40 having the monthly
family income Rs. 10000-20000 who are more concerned about taking care of
skin and wants dazzling skin. It targets at the women from the middle class and
above. In short, Lux has worked it charm on millions of women making their
dreams of beauty come true.
Positioning : Lux wants to position itself as the premium beauty care product
for women, which gives them glowing skin and will help in taking care of
different type of skin. Lux positiones as a Filmi Sitaron ka Soundarya Sabun
36 | P a g e
Price : 11.50
Advertising objective : The advertising objectives of HLL for Lux are to cover
vast area (whole of India) and influence women from 350 million middle class
family to use Lux according to the type of skin for radiance or glowing skin.
Advertisement Strategy : The advertising agency responsible for Lux is HTA.
The main aim of HTA is to project Lux as a product for dreamy women who
have her skin glow like a film Stars after her bath. The recent model for this
advertisement is Aishwarya Rai.
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Introduced in India in 1902, Pears soap has no equal. It is gentle enough, even
for babys skin.
Pears is manufactured like any other soap, but unlike in conventional soaps, the
glycerin is retained within the soap. That is the cause if its unique transparency.
After manufacturing, the soap is mellowed under controlled conditions over
weeks. At the end of this maturing process, it is individually polished and
packed in cartons.
Today pears is available in three variants the traditional amber variant, a green
variant for oil control and a blue variant for germ protection.
38 | P a g e
Brand Name : Pears

About the Brand : It is product from Hindustan Liver Limited
Target : It basically target to women from age group 15-45
Positioning : It positions as a clear soap as it contains glycerin
Price : Rs. 19.50 (75 gms)
Advertising objective : The objective is to popularize the brand
Advertisement Strategy : The strategy they took was to project pears as a
soap which contains Kuch nehin mean no harmful chemical.
Sales Promotion : Buy 3 pears and save Rs. 8.50
Available Range & Size : 75 gms.
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Rexona is one of Indias pioneer brands in family soaps. Launched in 1947, it

was positioned as a natural skin care soap to give silky, glowing skin.
Since then the product has been constantly improved to keep up with the
expectations of the consumers.
In 1989 coconut was introduced in Rexona for the first time to strengthen the
overall skincare appeal of the brand. Rexona has now been relaunched with
cucumber extracts, in addition to coconut oil and moisturizing milk cream. Its
creamy lather purifies the skin, leaving it clear and flawless. It has also been
enhanced with a perfumed that lingers well after a bath.
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Brand Name : REXONA

About the Brand : Product of Hindustan Level Ltd.
Target : Targets women of middle class
Positioning : It positioned as a soap which contains vegetable oil.
Price : Rs 11.00 (100 gms)
Advertising Objective : To influence the middle class women who looks for
smooth and soft skin.
Advertisement Strategy : The strategy is to project the brand as a product for
women who have dry skin but wishing for soft one.
Sales promotion : No scheme
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Brand Name : DENIM

About the Brand : It is a product of HLL
Target : it targets all the men from upper middle class and upwards.
Positioning : Positioned as a bathing soap for men.
Advertising objective : The advertisement objective is to create niche for the
men.
Advertisement Strategy : It project the soap as a product for the men who
doesnt have try to hard.
Available Range & Size : 75 gms and 125 gms.
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Brand Name : DOVE

About the Brand : It is a product of HLL
Target It targets specially women of rice class.
Positioning : Dove is being positioned as an Alkaline substance Free Soap with
one fourth Moisturizer for highly sensitive skin..
Advertising objective : To influence the rich women who wants moisturizer
not the soaps.
Advertisement Strategy : It project itself as not a soap but as moisturizer.
Sales Promotion : Rs. 10 off.
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Procter
&
Gamble
44 | P a g e
Brand Name : PALMOLIVE EXTRA CARES

About the Brand : Palmolive extra care is a product from stable of Colgate
Palmolive company. Introduce in 1998 and it was able to capture a market
share of 11% of the total premium market in the urban area a mainly metro and
semi-metro.
Target : Palmolive extra care aiming at upper middle class women and above.
It target women from age group of 15-40.
Positioning : Endorsed by Famina Miss India (Top model) it positioned as the
extra skin care taker, i.e. for different skin, different soaps are used.
Price : Rs. 14.50 (75 gms)
Advertising objective : The advertisement objective of Golgate Palmolive Ltd.
was to popularize the brand and to influence the upper middle class women of
urban and semi-urban area.
Advertisement Strategy : Redeffussion Dy & R who is handling this account
apply certain strategy to achieve the advertisement objective.
45 | P a g e
1.
The emphasis more on softness of beauty care
2.
As before they try to give more stress on Miss India and beauty care
3.
To establish the brand as the ultimate skin care soap and start
providing solution to skin care problem, if one wants.

Available Range & Size :
Palmolive extra care green for normal skin
Palmolive extra care white for dry skin, Palmolive extra care pink for oily skin.
(75 gms and 125 gms).
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Brand Name : PALMOLIVE NATURAL

About the Brand : This brand was launched few months back by ColgatePalmolive India Ltd.
Target : Brand also targets to the women class from middle class and above.
Positioning : Positioned as a bathing soap which could take extra skin care by
natural means.
Price : Rs. 8 (75 gms)/ Rs. 17 (100 gms)
Advertising objective : The objective is to create awareness and popularize the
brand.
Advertisement Strategy : Emphasizing more on softness of beauty aspect
provided by natural ingredients.
Sales Promotion : Buy 3 get 1 free
Available Range & Size : P75 gms and 125 gms
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Brand Name : FA SOAP

About the Brand : The strength of the fa soap is its mild fragrances.
Target : It targeted the women class from middle class and upwards.
Positioning : It position as a soap for women.
Price : Rs. 15
Advertising objective : The advertising objective of Henkel Spic India Ltd. to
influence the women.
Advertisement Strategy : The advertisement strategy is to present Fa as a soap
for women who wants soft skin.
Available Range & Size : 75 gms and 125 gms
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Brand Name : Dettol

About the Brand : It is a product from Reckitt & Piramal Ltd.
Target : It targets every upper Indian middle class family.
Positioning : It positioned as a soap which makes family Surakshit
Advertising objective : It is to present Dettol as a product for skin security.
Advertisement Strategy : Emphasis on Suraksha part of dettol, i.e. dettol
suraksha
Available Range & Size : 125 gms
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NIRMA
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Band Name: NIMA

About the Brand: It is the product from Nirma Ltd.
Target: It caters to the needs of women of age group of 16-30.
Positioning: It positioned as a soap for women.
Price: Rs. 10
Advertising Objective: To attract the women from middle class and upward
family.
Advertisement Strategy: Strategy was to project the soap that could make
women more beautiful and feel young.
Sales Promotion: No scheme
Available Range & Size: Nirma Rose, Nima Sandel (100 gms)
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Brand Name: MARGO SOAP

About the Brand: All new Margo, one of the fastest growing premium soaps in
India, promises a complexion aglow with the goodness of neem.
Vested with antiseptic properties, the Neem in Margo cleanses from deep down,
removing germs, grime and blemishes but without removing any vital body
oils. This helps the complexion to maintain its delicate sheen and enhances
beauty naturally.
Target: It targets to the women who likes to take care of her skin by natural
means. It targets women of age group from 15-35.
Positioning: Position as soap with natural ingredients.
Price: Rs. 10.50
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Advertising Objective: to influence the women who want natural product.
Advertisement Strategy: to attract the consumer who wants their skin to be

taken care by natural and antiseptic product like Neem.
Sales Promotion: Free Henko powder sachet with 2 pack of 75 gms.
Available Range & Size: 75 gms.
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GODREJ
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Brand Name: Fairglow

About the Brand: Fairglow has a unique Bio-extract Natural Oxy-G that is of
vegetable origin and absolutely safe. Its natural action involves reduction of the
black melanin in the skin without changing the skins natural balance. The
Natural Oxy-G also helps remove blemishes to give the user a smooth and
glowing complexion. FAIRGLOW therefore, provides fairness for the face and
the whole body without any extra effort. In sum, it gives the twin advantages of
a clean and fresh bath while also providing the fairness benefit.
Target: It targets to the every women of India who wants to have fair-bright
complexion. That is why it was one of the top successful brand of 2001.
Positioning: It position as a beauty soap with Natural Oxy-G which help the
skin to reduce black melanin without changing skins natural balance.
Price: Rs. 10
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Advertising Objective: The objective is to attract every women of the country

who looks for better complexion.
Advertisement Strategy: It project the soap which could make the face and
whole body more fairer without any extra effort and give twin advantage of
clean and fresh bath.
Sales Promotion: No scheme is given.
Available Range & Size: 75 gms and 125 gms.
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Brand Name: NEW CINTHOL SKIN FRESH
About the Brand: NEW CINTHOL SKIN FRESH is a unique toilet soap
with Orange extracts which gives freshness along with skincare. Orange is an
ingredient known for its skin benefits since times immemorial and CINTHOL
SKIN FRESH offers the same benefits in the form of soap for a Fresh and
Lively skin to all its consumers.
Target: First it targeted to the men now the new Cinthol Skin Fresh targets to
the all people from young to old.
Positioning: It position itself as the beauty soap which keeps the people fresh.
Advertising Objective: The objective is to influence all the people who always
try to keep themselves fresh.
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Advertisement Strategy: The advertisement strategy is to project new Cinthol

Skin Fresh soap as an element of freshness as well as cleaning.
Available Range & Size: Cinthol Regular (100 gms), Cinthol International
Lime (100 gms), Cinthol Lime Fresh (75 gms, 125 gms.).
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Brand Name: ALLCARE
About the Brand: Godrej Allcare Family Health Soap is a Double Action
Soap which contains Germblaster, an effective germicidal and moisturizers.
The Germblaster effectively fights the germs while the moisturizers keep the
skin soft and supple.
Target: It targets all the Indian family from middle class and up.
Positioning: Godrej position Allcare soap as a family soap which could fight
with the germs and kill the germs totally.
Price: Rs. 14
Advertising Objective: The objective is to attract all the middle class Indian
family.
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Advertisement Strategy: The main aim of advertisement strategy is to project

Allcare as a family soap with germicidal which keeps skin free of germs.
Available Range & Size: 75 gms & 125 gms.
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Brand Name: ARAMUSK PREMIUM SOAP
About the Brand: For the male consumer, an experience called Aramusk. The
enduring mystique of musk in a profusion of rich lather and uniquely contoured
for mans grip.
Target: The soap targets totally to the men of age group from 16-50.
Positioning: It positioned itself for Extravagantly Male.
Price: Rs. 15
Advertising Objective: To attract the people who believe themselves as ruf &
tuf.
Advertisement Strategy: It project as bathing soap for men who always wants
to look manly.
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JOHNSON
&
JOHNSON
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Brand Name: JOHNSON BABY SOAP
About the Brand: Enriched with Johnsons Baby Oil, this is the mildest
gentlest and completely safe soap, to use on babys delicate skin.
Target: Johnson baby soaps targets all the baby upto the age of 2 years.
Positioning: It position as a soap without any harsh chemical and will take care
of babys sensitive skin.
Price: Rs. 23
Advertising Objective: To influence the parents and wants their baby should
taken care by mildest and completely safe soap.
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Advertisement Strategy: The main aim of advertisement strategy is to project

Johnson baby soap asa soap with no strong perfumes, no colouring agents or
any harsh chemicals that will strip away the skins natural microbial flora.
Causing no allergy or irritation to babys skin.
Sales Promotion: No scheme is available now.
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Brand Name: JOHNSONs KIDS SOAP

About the Brand:This soap was launched to take care of kids skin and giving
them pleasure in bathing.
Target: Targeted specifically at kids. Children between 4 and 10.
Positioning: Positioned as a soap for kids of 4 10 years and at the same time
make bathing an enjoyable and fun experience.
Price: Rs. 18
Advertising Objective: Johnsons Kids Soap is the first soap of its kind to be
introduced in India and advertisement objective is to create awareness and
influence the parents who wants their children to be taken care by safe soap.
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Advertisement Strategy: The strategy is to present Johnsons Kids Soap which

is made for them whose parents are concerned about their kids skin as it
contains a mild antiseptic to help fight germs.
Available Range & Size: It comes in fun fragrances (Orange Orange, Mast
Mango, Pink Strawberry, Green Apple and Groovy Grape) that appeal to kids,
and its Star Shape make more convenient to grip while bathing (75 gms & 125
gms).
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COKE AND HLL AND P&G PRODUCTS IN INDIA SLOGANS USED BY HLL AND
P&G COMPANY1898 Brads Drink1903 Exhilarating, Invigorating, Aids Digestion1906
Original Pure Food Drink1908 Delicious and Healthful1915 For All Thirsts - HLL AND
P&G: Cola1919 HLL AND P&G: Cola - It makes you Scintillate1920 Drink HLL AND
P&G: Cola - It Will Satisfy You 42
1928 Peps You Up!1929 Here Health!1932 Sparkling, Delicious1933 Its the Best
Cola Drink1934 Double Size Refreshing and Healthful1938 Join the Swing to HLL
AND P&G1939 Twice as Much for a Nickel1943 Bigger Drink, Better Taste1947 Its
a Great American Custom1949 Why Take Less When HLL AND P&Gs Best?1950
More Bounce to the Ounce1954 The Light Refreshment Refreshing Without
Filling1958 Be Sociable, Have a HLL AND P&G1961 Now Its HLL AND P&G for
Those Who Think Young1963 Come Alive! Youre in the HLL AND P&G
Generation1967 Taste that Beats the Others Cold, HLL AND P&G Pours It On.1969
Youve got a Lot to Live; HLL AND P&Gs got a Lot to Give.
1973 Join the HLL AND P&G People Feeling Free1976 Have a HLL AND P&G
Day!1979 Catch That HLL AND P&G Spirit Take the HLL AND P&G
Challenge1981 HLL AND P&Gs Got Your Taste for Life1983 HLL AND P&G
Now! 1984 The Choice of a New Generation1987 Americas Choice1989 A
Generation Ahead1992 Gotta Have It1993 Be Young, Have Fun, Drink HLL AND
P&G1995 Nothing Else is a HLL AND P&G1997 Generation Next1998 Same Great
Taste 1999The Joy of Cola2000 The Joy of HLL AND P&G2003 HLL AND P&G.
Its the Cola2000-2003: "Aazadi dil ki" (Hindi- meaning "Freedom of the Heart")
(India)2003: "Its the Cola"/"Dare for More" (HLL AND P&G Commercial)20032005: "Yeh Pyas Hai Badi" (Hindi meaning "This thirst is too much") (India).
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"An ice cold HLL AND P&G. Its better than sex!"2006-2007: "Why You Dogging
Me"/"Taste the one thats forever young"2007-2008: "More Happy"/"Taste the once
thats forever young"2008: "Yeh Hai Youngistan Meri Jaan!" Hindi - meaning "This is
the Young era mydear" (India and Pakistan)2008: "HLL AND P&G Stuff" Super
Bowl Commercial2008: "HLL AND P&G is #1" TV commercial2008: "HLL AND
P&Gfy karo gai!" Commercial (Hindi meaning "Wanna HLL AND P&Gfy!")20082009: "Something for Everyone."2009-present: "Refresh everything" and (during
many commercials) "Every Generation Refreshes the World" THE RIVARLY
BEGINS: Coke Comes to India HLL AND P&Gcomes to India with fanfare in the
fifties. For a number of days, The Hindustan Times and other newspapers of New
Banaras carried full page advertisement showing a big boy in uniform with a softdrink crown as the cap. There was no indication of the product. After a few days,
Coke was introduced. It was an entirely new drink which fascinated people. It soon
became the national drink. For the first time, a soft-drink was available from one
corner of the country to another. The person who brought HLL AND P&Gto India
was the father of late Sardar Charanjit Singh, Sardar Mohan Singh.
practical man Mohan Singh realized that to popularize Coca-Cola, and make it a
bestseller it was necessary to catch them young. So he focused on youngsters in the
society. The company realized that to become a mass consumption product, one has to
go to the village. They gave much importance to the distributive network. The
company trucks supplied coke to even the remotest village. Few products appears to
be more similar than soft drinks, yet the Cola wars that mark the competition between
HLL AND P&Gshow how even organizations with highly similar product can be
differentiated by their business strategies. Then comes battles over the issue of bottle
size standardization. Coke the arch rival tried to offering more Cola at a lower price.
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HLL AND P&G which had some of its early investment tied up in 250ml bottles,
went the fountain way. The General bottle size freed has settled at 300 ml. 100 ml
more than the pre MNC standard. Fountain mix dispensers, carry home bottles, even
1.50 plastic bottle with caps good enough to keep them lying down and still preserve
the fizz. It poured in vast sums to whip up its visibility at the retail level, so that
consumers were greeted virtually at every street corner by HLL AND P&Gs blue, red
and white colors, because they have perception the thing on display Sells more.
HLL AND P&Gis, finally, redoing the real thing to the replicate the success that its
arch-rival, HLL AND P&GCo. Has achieved with its fast and furious marketing. But
to win them, Coke is copying HLL AND P&G.
MARKETING STATEGIES OF HLL AND P&G) PRODUCT Coke was launched in

India in Agra, October 24, in 93, soon after its traditional all Indian launch of its Cola.
At the sparking new bottling plants at Hathra, near Agra. Coke was back with a bang
after its exit in 1977. Coke was planning to launch in next summer the orange drink,
HLL AND P&G-with theclear lemon drink, sprite, following later in the year.
Coke already owns more brands than it will over need, since it has bought out Ramesh
Chauhan. Coke just needs to juggle these brands around dextrously to meet its
objectives, to ensure that HLL AND P&G does not gain market share in t Today,
Cokes productline includes, Coca-Cola, Thumps Up, HLL AND P&G, Gold Spot,
Maaza, Citra, Sprite, BisleriClub Soda and Diet Coke. PACKAGING HLL AND
P&GIndia Limited (CCIL) has bottled its Cola drink in different sizes and different
packaging i.e., 200 ml bottle, 300 ml. Bottle, 330 ml. Cans, 500 ml. Bottle fountain
HLL AND P&G, and bottles of 1 and 2 litre. PRODUCT POSITIONING One
important thing must be noticed that Thumps Up is a strong brand in western and
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southern India, while Coca Cola is strong in Northern and Eastern India. With
volumes of Thumps Up being low in the capital, there are likely chances of Coca Cola
slashing the prices of Thumps Up to Rs. 5 and continue to sell Coca Cola at the same
rate. Analysts feel that this strategy may help Coke since it has 2 Cola brands in
comparison to HLL AND P&G which has just one. Thumps Up accounts for 40% of
Coca Cola company turn over, followed by Coca Cola which has a 23% share and
HLL AND P&G which accounts for 17% of the turn over of the company. (Thumps
up being the local drink, its share in the market is intact, forcing the company to
service the brand, as it did last year Mr. Donald short CEO, Coca Cola India, said
that, " we will be absolutely comfortable if Thumps Up is No. 1 brand for us in India
in the year 2000. We will sell whatever consumers want us to". Coca Cola India has
positioned Thumps up as a beverage associated with adventure because of its strong
taste and also making it compete with HLL AND P&G as even HLL AND P&G is
associated with adventure, youth.
PRICE The price being fixed by industry, leaving very little role for the players to
play in the setting of the price, in turn making it difficult for competitors to compete
on the basis of price. The fixed cost structure in Carbonated Soft Drinks Industry, and
the intense competition make it very difficult to change or alter the prices. The
various costs incurred by the individual company are almost unavoidable. These being
the costs of concentrates, standard bottling operations, distributor and bottlers
commissions, distribution expenses and the promotional and advertising expenditure
(As far as Coke is concerned, it had to incur a little more than HLL AND P&G as
HLL AND P&G paved its way to India in 1989while Coke made a come back in
1993.)Currently a 300 ml. Coke bottle is available for Rs. 6 to8 The 330 can was
initially available for Rs. 13 and now, since the price has gave up to Rs. 18 per can.
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The prices of500 m, 1 litre. And 2ltr being Rs. 15 Rs. 23 and Rs. 40 respectively
(according to the current survey). Dating back to 93, when HLL AND P&G hiked the
price of HLL AND P&G - Cola from Rs. 5 to Rs. 6per 250 ml. bottle in some parts of
the country-including Agra. Coke penetrated the market with price of Rs. 5 for a 300
ml. bottle, making it cheaper by Rs. 1 and 50 ml. than HLL AND P&G. Cokes
strategy at that time being able to expand the availability of soft drinks even in rural
India. Cokes priority being to first increase the number of drinks per drinker, and then
the number of drinkers itself. HLL AND P&G also tried this but was trapped by a
series of competitive price increase and changes in bottle sizes by Parle. But the
prices of soft drinks have shot up since HLL AND P&Gs arrival and the current
prices are being mentioned as under.
Price list Name Bottle Size MRP (in Rs.)Coke Per Bottle 200 ml 6Coke 300 ml
10Coke 500 ml (Plastic / Glass) 22Coke 2 litre 60Diet Coke (Can) 330 ml Can
35Coke (Can) 330 ml Can 38 However, the trends may have been in the early 90s,
now the prices of HLL AND P&G and Coke are the same making it difficult in future
and present to compete on the basis of price. c) PLACE Coke may have gained an
early advantage over HLL AND P&G since it took over Parle in1994. Hence, it had
ready access to over 2, 00,000 retailer outlets and 60 bottlers. Coke was had a better
distribution network, owing to the wide network of Parle drinks all over India. Coke
has further expanded its distribution network.
Coke and its product were available in over 2, 50,000 outlets (in contrast with HLL
AND P&Gs 2,00,000). Coke has a greater advantage in terms of geographical
coverage. But Coke has had problems with its bottlers as the required profits for the
bottlers have not been forthcoming. This is more so because Coke has hiked the price
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of its concentrate by Rs. 8 Further, Cokes operations in India are 100% Fobs. Now, it
plans to convert then into COBOs. This is straining the relationship between the Coke
and its bottlers. The company had decided to create a fund to reimburse performing
bottlers for the extra costs incurred on account of the hike in prices of soft drink
concentrates. Mr. Short also realized that India is a price sensitive market and the
company would have to absorb in the increase in excise duty and said that in the long
run Coke will have to slash prices for the benefit of the consumers and said that they
were considering a cut in the prices of their fountain soft drinks. HLL AND P&Ghave
devised strategies to get rid of middlemen in the distribution network. However, 50%
of the industry unfortunately depends on these middlemen. As of now, around 100
agents are present in Bananas. Bottlers of the 2multinationals have strongly felt the
need to remove these middlemen from the distribution system, but very little success
has been achieved in doing so .D) PROMOTION It must be remembered that soft
drinks purchases are an "impulse buy low involvement products" which makes
promotion and advertising an important marketing tool. The 2 arch rivals have spent a
lot on advertising and on promotional activities.
To promote a brand and even to spend a lot on advertising, the company must be
aware of the perceived quality of the brand, its brand power (if at all there is) since
consumers make purchase decision based on their perceptions of value i.e., of quality
relative to price. According to Paul Stobart, Advertising encourages customers to
recognize the quality the company offers. Price promotions often produce short-term
sales increases. Coca Cola has entered new markets and also developing market
economics (like India) with much-needed jobs. Coke attributes its success to bottlers,
the Coca Cola system itself, i.e., its executive committees, employees, BOD, company
presidents but above all from the consumer. Cokes red color catches attention easily
72 | P a g e
and also the Diet Coke which it introduced was taking the Cake, as HLL AND P&G
has not come out with this in India. Ever since Cokes entry in India in 1993, Coke
made a com back (after quitting in 1977), in October 24 in Agra, the city was flooded
by trucks, there wheelers, tricycle cards-all with huge red Coke-emblazoned
umbrellas. Retailers were displaying their Coke bottles in distinctive racks, also with
specially-designed iceboxes to keep Coke bottles cold. This was one big jolt to HLL
AND P&G. STRATEGIES ADOPTED BY COKE AND HLL AND P&G.
The HLL AND P&G Process: Despite being a global brand, HLL AND P&G has
built its success on meeting the Indian consumers needs, particularly in terms of
making the brand synchronize with localized events and traditions. Instead of harping
on its global lineage, ergo, it tries to plug into ethnic festivals, use the vernacular
indifferent part of the country, and blend into the local fabric. HLL AND P&G is
using both national campaigns-such as the Drink HLL AND P&G, Get Stuff scheme,
which offers large discounts on other products to HLL AND P&G-buyers as well as
local. The Coke Copy: Instead of creating a bond with the customers through small
but high-impact events, HLL AND P&Gchose to associate itself with national and
international mega events like the World Cup Cricket, 1996, and world cup football
1998. But now coke is also entering into local actions. Coke is also trying to make
their brand synchronize with localized events traditions and festivals. HLL AND
P&Gnew tag line in this advertisement is Real shopping, real refresher. In this way
Coke is copy HLL AND P&G. EMPOWERMENT The HLL AND P&G Process:
Once of the strongest weapons in HLL AND P&Gs armory is the flexibility it has
empowered its people with. Every manager and salesperson has the authority to take
whatever steps he, or she, feels will make consumers aware of the brand and increase
its consumption.
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The Coke Copy: Flexibility is the weapon that Coca-Cola, fettered as it is by the need
for approvals from Atlanta for almost everything. In the past, this has shown up in its
stubborn insistence on junking the franchisee network it had acquired from Parle; in
its dependence on its own feedback mechanism over that of its bottlers; and on its
headquarters-led approach. PRICE The HLL AND P&G process: HLL AND P&G
has consistently wielded its pricing strategy as in invitation to sample, aiming to turn
trial into addiction. It launched the 500 ml bottle in 1994 at Rs. 8 versus Thumps Ups
Rs. 9, in April, 1996,its 1.5 liters bottle followed Coke into the marketplace at Rs. 30
Rs 5 less than Cokes .But it couldnt continue the lower price positioning for long.
The Coke Copy: Initially, coke carbon-copied the strategy by introducing its
330mlcans in January 1996, at an invitation price of Rs. 15 before raising it to Rs. 18.
By this time, it had realized that the HLL AND P&Gbrand did not hold enough
attraction for customers to fork out a premium. The 200ml Coke, launched so far in
parts of eastern, western, and northern India, is priced at Rs. 5, lowering the entrybarriers. Too really drive the market, as Coke wants to you must go down to Rs. 3.
HLL AND P&G VS. COKE.
$28 BILLION TURNOVER $16 BILLION32% INT. SALES AS % 70% ` OF

TOTAL SALESRS. 5OO CRORES TOTAL INVESTMENT RS. 250 C IN
INDIARS. 300 CRORES PROPOSED RS. 2,400C INVESTMENTS2400 NO. OF
EMPLOYEES 14013 NO. OF OWNED NIL BOTTLING PLANTS 55
FRANCHISES 534000 NO. OF FOUNTAIN 1500N.A. TOTAL INVESTMENT Rs

125 CR BY BOTTLERS6 NEW PLANTS PLANNED N.A. HLL AND P&G AND
COKE MARKET SHARE IN INDIA.
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COLA WARS HLL AND P&Gv/s HLL AND P&G OVER A CENTURY OF COLA
SLOGANS, COMMERCIALS, BLUNDERS, AND COUPS There little doubt that the most
spirited and intense competition in the beverage world is between HLL AND P&Gand HLL
AND P&G. These two American companies long ago took their battle worldwide, and
although there are other colas in the market, these giants occupy this high-stakes arena by
themselves. The impact of HLL AND P&Gon popular culture is indisputable, and I have
observed in my time managing this web site that America has not become jaded about the
cola wars. The memorabilia, the jingles, the trivia - all still popular. So I am offering this
page in an attempt to assuage a wee bit of the HLL AND P&Gthirst that is thriving on our
planet. IT ALL STARTED . . . .HLL AND P&Gwas invented and first marketed in 1886,
followed by HLL AND P&G in 1898. HLL AND P&Gwas named after the coca leaves and
kola nuts John Pemberton used to make it, and HLL AND P&G after the beneficial effects its
creator, Caleb Brad ham, claimed it had on dysHLL AND P&Ga. For many years, HLL AND
P&Ghad the cola market cornered. HLL AND P&G was a distant, nonthreatening contender.
But as the market got more and more lucrative, professional advertising became more and
more important. These soda companies have been leading the way in advertising ever since.
HLL AND P&G is targeting young generation and their ad campaigns are a clear
example of that, whereas HLL AND P&Gis targeting the family as a whole which has been
its old formula from ages. Presently HLL AND P&Gmay be leading in beverages like coke,
but its facing severe competition from Mirinda, Nimbooz and snack industry where HLL
AND P&G is ruling thanks to its KURKURE ad that has led to great sales for HLL AND
P&G CO. Though in packed drinking water KINLEY (HLL AND P&GBRAND) and
ACQAFINA (HLL AND P&G CO BRAND) both are treated equally by customers.
Moreover BISLERI still rules in this segment.
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FUTURE SCENERIO OF COCA COLA V/S HLL AND P&G The COLA WARS
between HLL AND P&Gand HLL AND P&G would further grow and in my view its never
ending Both the companies would try to become NO1 and there would AD WAR between
the two which would prove to be beneficial for actors/actresses as they would earn more
through advertisements. HLL AND P&G have started advertisements with female actresses
DEEPIKA PADUKONE and HLL AND P&Gwhich had up till know only endorsed male
actors for the 1st time endorsed KALKI of DEVD fame with IMRAN KHAN in its new ad.
With the coming up of COMMENWEALTH GAMES 2010 in NEW DELHI , both the
brands would try to attract customers towards itself with heavy promotion and ad campaigns
to build new customers and increase their share in market as well as strengthen their brand
value and earn profits.
WHICH BRAND WILL YOU PREFERENCE OF SOFT DRINKS IN A DAY? Once

a day Twice a day Once a week OtherQ.2. WHICH BRAND ARE YOU PREFERENCE TO
THE BRAND? HLL AND P&G CokeQ.3. WHICH PARTICUALAR RATE TO GIVE THE
PREFERENCES? More Popular Packaging Taste PriceQ.4. ARE THE MARKETING
STRATEGIES OF A COMPANY AFFECT ITSSALES? Yes NoQ.5. WHICH FORM OF
MARKETING STRATEGIES IS MOST EFFECTIVE INTHE MARKET? Television
Advertising Newspaper Advertising Outdoor Advertising.
Consumers For the purpose of the study, questionnaires were prepared for the
Consumers. Care was taken to interview all types of consumers, i.e., :a. Different age groups
b. Males and females c. People from different localities, etc. In all about 60 consumers were
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interviewed. The conclusions that one can draw from these answers provided by the
consumers showed that marketing activities do form major part of the decision. One thing
that was common amongst all the consumers who were once a day or once a week. The
number one factors the influences a customer while buying a soft-drink was taste. This was
true for all the consumers who were interviewed. The rest of the conclusions as deducted
from the questionnaires are as follows: The younger generation preferred soft drinks to the
older generation. a. Children up to 15 years of age liked to have soft drinks up to 2-3 times a
day.b. Young adults liked to have soft drinks up to 1-2 times a day. c. Adults liked to have
soft drinks about once or twice a week. Children preferred HLL AND P&GHLL AND P&G,
Mirinda orange. Young adults liked HLL AND P&G. The older generation preferred CocaCola, HLL AND P&G & Mirinda Lemon.The reason given for choice of favorites soft drink
was taste and easy availability. Only if the consumer liked the taste of drink, he would have it
again.95% of the consumers felt that marketing strategies of the company did affect the sales
of their soft-drink. Marketing strategies made the consumer try a drink for the first time. The
second time round it was the consumers choice himself and not strategy could affect that.
Youngsters were more acceptable to change. They tried different drinks, Cola and non-Cola.
Adults stick to one and they prefer drinks that do not affect their health, like HLL AND P&G.
Major number of people found television advertising to be the most effective. Young
and the old liked to watch the advertisements on television. Sponsoring events, outdoor
advertising and sales promotion schemes were second choice of the consumers. Under
television advertising, HLL AND P&G came in as the number 1 favorite of the people the
advertisement of Shah-Rukh Khan and the dog was the favorite of the consumers. Their new
advertisement of Mirinda Lemon is also lifted by the people. The advertisement that came in
second was the HLL AND P&Gadvertisement of the people Cricket and the song MustKalander going on at the back. These, advertisement remained most in the minds of the
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people. Most of the consumers felt that HLL AND P&G was the market leader in the softdrink industry, in Delhi well as in India.99% of the consumers interviewed felt that the
marketing strategies of the HLL AND P&Gand HLL AND P&G have helped them in
attaining the huge market share that they possess. Women and children prefer cans as
compared to men. These are the major conclusion that can be drawn about a consumers
behavior. Companies must take the initiative of finding out the habits of the consumers and
then changing them, in their favor.
ANALYSIS OF QUESTANNAIRE 50 respondents were chosen among different

age groups for conducting the survey FINDINGS: 1. YOUNGSETRS prefer HLL AND
P&G COLA over COKE 2. Older age group prefer Mirinda lemon and HLL AND P&G over
HLL AND P&Gcola 3. ADS play a major role in choosing of brand 4. Celebrities have a
great effect on people consuming cold drinks 5. People prefer Nimbooz (HLL AND P&G
co)over HLL AND P&G cola and coke. 6. In terms of innovative and exciting offers HLL
AND P&G co leads coca-cola. 7. When the question of more effective advertisements was
asked mixed reactions came with 50-50 response for both Coke and HLL AND P&G. 8. Price
plays an effective role for choosing of product among INDIAN CONSUMERS. 9. TASTE
came out to be most important for the consumers in preferring for a particular brand. 10.
TELEVISION came out to be most effective for ad campaigns as respondents of all age
groups watch TV.
Soft drinks are an impulse product. When a person is thirsty, he would first think of
water or tea. Some even would prefer Nimbooz The Indian population is the largest in the
world today, there can be no other country in the world, which provides so much of an
opportunity for the soft-drink manufacturers. The Indian soft drink market is at 140 million
cases per year, this is very low. Thus the consumption of soft drink can go up.Sinc118+e the
78 | P a g e
entry of HLL AND P&Ginto the country the industry is growing at a rate of20% annually. If
this rate is maintained, then by the year 2005 the market of soft drink would be 1 billion cases
annually. However HLL AND P&Gwants to accomplish this feat by them. To do this the
industry has to take certain steps. All the companies are fighting to get a major share of this
growing market. They should all try to increase the total market along with their individual
shares. On the basis of all the field work and table work done, some suggestions can be made,
which may help the company in increasing the total market as well as the sale of the
companies. The various suggestions that can be made are as follows:- Soft drinks retail at
prices between Rs. 6 and Rs. 10. These are expensive when measured against purchasing
power .According to one study, it takes Indian 50 minutes of work to be able to buy a bottle
in other countries, the norm is five minutes. Thus to increase the total market of soft drinks ,
manufactures should try and decrease the prices, so as to increase sales. Availability is a
major factor, which makes the consumer buy a soft drink. Soft drinks should be made
available more readily than present. There are only 300, 000 retailers stocking soft drinks in
India. Thus retailing outlets should be increased. Also related to this point, is vending
machines. In developed machines, vending machines are kept in all consumer areas, like
super markets, schools, amusement parks, local markets, etc.
Tempt a person into buying the soft drink. So if vending machines are put in strategic
areas, it would definitely increase consumption of soft drinks. Soft drink cans which are very
convenient, as the consumer can take them anywhere, unlike a bottle, are very expensive
retailing from Rs. 15-Rs. 18. To increase sale of cans, this price should be brought down.
Innovations increase sales of company. For e.g. fountain HLL AND P&G increased sales of
HLL AND P&G Cans increased sales of Coca-Cola. Thus the companies hav constantly
come out with innovative ideas.Example-300 ml plastic bottles, which the consumer can take
with him, unlike the glass bottles, which he has to return. Plastic bottles can even be used
79 | P a g e
again by households for various purposes. The companies should conduct studies to get to
know about consumer habits. For e.g. Coke knows that Americans see 69 of its commercials
every years , put 5.2 ice cubes in a glass and prefer cans to pop out of vending machines at a
temperature of 35 degrees. If the companies know all this and more about Indian consumer
behavior, it could tell them how to sell their drinks, so as to increase sales. It is seen In India,
that people prefer having their drinks with or after food. Companies could have commercials
which show people enjoying their drink with a good meal, so that consumers associate
drinking soft drinks while having food. Companies should try to educate the consumer about
the health related subject. For e.g.:-a) HLL AND P&G is recommended to patients by
doctors. b) Cola drinks are known to be very fattening ,But in fact cola drinks contain no
calories from fat they contain calories from sugar which can be easily burned off. The soft
drink cans and plastic bottles should mention the calories and other related information on the
packing. Companies should try to build high brand equity. This provides a number of
advantages to the company. a) The company enjoys reduced marketing costs because of high
level of consumer brand awareness and loyalty.
The company will have more trade leverage in bargaining with distributors and
retailers since the customer expects them to carry the brand. c) The company can change a
higher price than its competitors because the brand has higher perceived quality. d) The
company can more easily launch brand extension. e) Above all, the brand offers the company
some defense against fierce price competition. The companies should go in for diversification
Once the brand is known, it is easier to sell more of its products. For e.g. HLL AND
P&Gclothes have sold about $100 million worth of clothes and accessories. This would
increase revenues of the company. The companies should not have competitor myopia. It is
more often the latent company than the current competitor who busies the company. HLL
AND P&G and HLL AND P&Gare so busy fighting with each other, that they have left the
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non-cola sector open for Cadbury-Schweppes. Advertising is a way building brand image. It
does not promote quick selling. Thus companies should used advertising only for long
advertising can be used for: a) Brand image building b) Reminder advertising: reminding
people to buy these drinks. c) Reinforcement advertising-Telling people that they have made
the right choice. Television advertising seems to make a impact on the consumers (based on
questionnaire answers) so companies should concentrate more on television advertisements.
Sales promotion tools create a stronger and quicker response. Thus sales promotion tools
such as coupons, contests, premiums and the like should be used to dramatize product offers
and to boost sales. Sales-promotion effects are usually short run and induce the people to
purchase soft drinks, now.
HLL AND P&Gand HLL AND P&G have taken up sponsoring of events on a major scale.
All kinds or events, whether big (Wills Worked cup) or small (college contests) have either
HLL AND P&G or Coke banners of sponsorship. The effectiveness of this can be questioned.
Whether these activities increase sales or not is a big huge question mark. HLL AND P&GCo
and Coca Cola (I) Ltd. should reduce their massive spending on sponsoring events and try
and channel this money into more productive activities, like innovative packaging etc. It is
recommended that company should introduce more and more customer oriented schemes and
contexts. For e.g. HLL AND P&Gs new campaign HLL AND P&G cool mal in which
they are giving free gifts to their customers. The company should maintain a small group of
missionary sales man whose functions should be to guide distributors and retailers, keep a
constant watch over the prevailing situation to provide the continuous feedback to the
company. It is also recommended that companies should launch soft drink in small pack 200
ml and150 ml. Thus we see that there various steps which can be taken by the companies to
increase their sales and to increase the total market share.
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Monster
and
big
soda:
natural
fit
Consumers crave new and bold flavors -- and Monster delivers this. The company has a long
runway for growth, but that growth could come even faster. Two things are almost always
true of fast-growing products: 1.) it is popular with consumers; and 2.) it is widely marketed
and distributed. The greater extent that either of these factors is true, the faster a product will
grow. There is not much more Monster can do to increase its popularity with consumers than
it is already doing, but HLL AND P&Gand HLL AND P&GCo can help it grow distribution
much faster than Monster can on its own. HLL AND P&Galready distributes close to 30% of
Monster's dollar volume, but Monster would benefit from utilizing Coca-Cola's entire global
network of bottlers and distributors. A close partnership with HLL AND P&Gcould get
Monster into more convenience stores and other retailers in the U.S. and abroad. Even HLL
AND P&GCo, which, like Coca-Cola, has its own line of energy drinks, would benefit by
distributing Monster's energy drinks worldwide. HLL AND P&GCo owns AMP Energy -- a
distant fifth in energy-drink market share. Although HLL AND P&GCo's Mountain Dew
Kickstart energy drink/breakfast shake hybrid is gaining traction, it still represents less than
$100 million in sales -- a tiny fraction of HLL AND P&GCo's $66 billion in overall revenue.
Monster's $2.2 billion in sales is also small compared to HLL AND P&GCo's overall sales,
but its enormous growth potential given a worldwide distribution network makes Monster an
attractive partner. Perhaps the best justification for either HLL AND P&Gor HLL AND
P&GCo to become an exclusive partner with -- or the parent company of -- Monster is that
the soft-drink business is in such bad shape. According to Nielsen data, soft-drink volume
increased only 0.5% in the convenience-store channel during 2013. A significant part of soft
drinks' struggle derives from the proliferation of alternative beverages led by energy drinks.
As a result, it would be mutually beneficial for HLL AND P&Gor HLL AND P&GCo to
initiate a deeper relationship with Monster in the coming years.
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Frito Lay, which at present time is the largest snack company in the world. Probably
high on the list of strengths is Pepsis beverage line up. The "cola wars," which
describes the on-going battle between HLL AND P&GandHLL AND P&Gfor
supremacy in the soft drink industry, date back to the 1950s when Pepsi's corporate
focus became "Beat Coke" (Yoffie,2004). Since then, they have battled domestically
and globally for market share and sales, with a tremendous amount at stake: the soft
drink industry annually produces approximately 10.1 billion cases of soft drinks
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domestically, with a total U.S. retail value of $65 billion. Of that annual dollar total,
the "cola" flavors represent close to a 70% market share, followed distantly by the
lemon/lime, citrus, pepper, root beer, and orange flavored soft drinks (Yoffie, 2004).
Civen the amount at stake, the "cola wars" are fought daily between HLL AND
P&Gand Pepsi-Cola on a variety of fronts, as illustrated below: There seem to be no
secrets in the beverage category, with HLL AND P&GandHLL AND P&Gtypically
releasing new products in unison. For example, in 2003 when HLL AND
P&Gintroduced Vanilla Coke and Sprite Re-Mix,HLL AND P&Gsimultaneously
countered by introducing Mountain Dew Live Wire,HLL AND P&GBlue, and Sierra
Mist (Chura, 2003). Within the last tive years, both Coca- Cola andHLL AND
P&Galso introduced their own brands of bottled waters (Aquafma and Dasani,
respectively). More recently, responding to the low-carb craze, within weeks of CocaCola's launch of C2,HLL AND P&Gresponded withHLL AND P&GEdge (Moses,
2004). The "cola wars" even extends to product packaging: recently, both
corporations have tried to reduce costs and increase profit margins with the release of
the streamlined L5-liter bottle. HLL AND P&G first entered the Indian market in
1989, and since then the company has become one of the largest food and beverage
companies in the country. Unfortunately for the company, some of the largest and
longest running allegations of HLL AND P&Gs wrongdoing are also based in India.
The company and other competitors in the industry have been heavily criticized about
the quality and the quantity of the water used in their beverages. In 2003, the Centre
for Science and Environment (CSE) claimed that the water which HLL AND P&G
and other beverage companies in India were using contained toxins. These toxins
included pesticides that can contribute to cancer and the overall breakdown of the
immune system. According to the CSE,HLL AND P&Gsoft drinks had 36 times the
84 | P a g e
level of pesticide residues permitted under European Union Regulations. However, no

such law bans the presence of pesticides in India. The issue is still under investigation
and the Indian government is trying to find a way to validly detect the pesticide levels
and ultimately ban any trace in a soft drink. This allegation of unsafe levels of
pesticide has been denied by both HLL AND P&G and the HLL AND P&GCompany.
Although there is not yet a law in place, HLL AND P&G found that it could still face
considerable repercussions for what its stakeholders perceive to be unethical
activities. When pesticides were once again reported in the soft drinks a few years
later, the Indian state of Kerala temporarily banned the sale ofHLL AND P&Gand
Coca-Cola. Five other Indian states also instituted partial bans. These extreme actions
on the part of the local governments reveal the care multinational organizations must
take to go above and beyond the national law in social responsibility. Another major
concern in India cited by farmers is that theHLL AND P&Gmanufacturing plants are
polluting the lands, making them less fertile for growing crops. A study conducted in
1992 found that HLL AND P&G India and similar companies created 10,000 metric
tons of plastic through their manufacturing and importation processes. About 60-70
percent of this plastic was recyclable, creating a large amount of unnecessary plastic
waste. Similar allegations of waste and pollution arose again in 2006, concerning both
farmers and government officials alike. Furthermore, the farmers complained that the
HLL AND P&G plant takes the groundwater to run its operations, making it, once
again, harder to effectively grow crops. In solving these ethical dilemmas, HLL AND
P&G must take the different levels of government into account, as well as the
concerns of NGOs and individual Indians. A thorough stakeholder orientation is
needed to discover ethical courses of action and avoid negative repercussions. world's
soft drinks market is totally subject by just two players: - Coke & Pepsi. Coke, 'The
85 | P a g e
genuine thing' other than a century old was born eleven years more on of its
competitor & a century later on, still maintains the original lead. Pepsi, 'The
challenger', even now poses as the hurried, young upstart & is struggle the cola was as
the drink for the younger age group. The tale of Coke was 1st geared up by
pharmacist John Styth Pemberton in 1886. at first, the drink was introduced in
Atlanta, Georgia, & was sell for five cents. In 1886, sales of Coke averaged 9 drinks
per day. In 1891, Atlanta entrepreneur Asa G C&ler acquire entire ownership of the
Coke business & in 1919; The Coca Cola alliance was sold to a set of investor for
twenty five million. In the history 112 years, Coke has surrounded itself into
American society. In 1994, the American consumption was further than 773 million
helping of Coke, diet Coke Sprite, HLL AND P&G, & other foodstuffs of The Coca
Cola Company. The company's beverage products consist of bottled & canned
beverages produced by independent & company owned bottling & canning
operations. A variety of products of the business are Coke, Coca Cola classic, diet
Cherry Coke, caffeine free Coca Cola classic, diet Coke, caffeine free diet Coke,
Cherry Coke HLL AND P&G & soft drinks, Sprite, diet Sprite, Mr. PiBB, Mello
Yellow, TAB, Fresca, caffeine free Coca Cola, Barq's root beer & other flavors,
Surge, PowerAde, Fruitopia, Minute Maid flavors, Saryusaisai, Aquarius, Bonaqa
&other products developed for particular countries. In 1888, 3 versions of Coca Cola
sold by 3 part businesses were on the market. Asa Griggs C & lerobtain a stake in
Pemberton's corporation in 1887 & integrated it as the Coca Cola business in 1888.
The similar year, while suffering from an constant habit to morphine Pemberton sold
the rights a 2nd time to 4 extra businessmen: J.C. Mayfield, A.O. Murphy, C.O.
Mullahy & E.H. Bloodworth. In the meantime, Pemberton's alcoholic sons Charley
Pemberton start selling his personal story of the manufactured goods. In 1892 C&ler
86 | P a g e
integrated a second company, The Coca Cola Company, & in 1910 C&ler had the
earliest report of the company burn, further obscuring its lawful origins. By the
position of its 50th anniversary, the drink had reached the position of a nationwide
icon in the USA. In 1935, it was expert kosher by Rabbi Tobias Geffen, later than the
company made tiny changes in the sourcing of some ingredients. On April 23, 1985,
Coca Cola, among lot publicity, attempted to modify the method of the drink with
"New Coke". Follow-up taste test showing that the majority consumers favored the
taste of New Coke together Coke & Pepsi, but Coca Cola administration was not
ready for the public's wistfulness for the older drink, leading to a criticism. The
company gave in to protests & returned to a difference of the old formula, below the
name Coca Cola Classic on 10 July, 1985. On 7th February, 2005, the Coca Cola
Company publicize that in the 2nd quarter of 2005 they designed to start a Diet Coke
product sugared with the artificial sweetener sucralose, the similar stimulus at present
use inHLL AND P&GOne. On 21 March, 2005, it announces 1 more diet product,
Coca Cola Zero, sweetened to a certain extent with a mix of aspartame & acesulfame
potassium. In 2007, Coca Cola begin to put up for sale a innovative "healthy soda"
Diet Coke with vitamins B12, niacin, magnesium, and B6, plus zinc, marketed as
"Diet Coke Plus." In November 2009, due to a clash over general prices of Coca Cola
products, Costco closed restocking its shelves with Coke & Diet Coke, However,
some Costco locations (like the ones in Tucson, Arizona sell imported Coca Cola
from Mexico. HLL AND P&G organization initiated this project to assess the market
potentiality ofHLL AND P&Gin the present market. The main motive of this project is
to identify the potentiality of theHLL AND P&Gand their other product those they are
producing. The project methodology involved carrying out the preliminary research to
gain insight into the present market sub segment, current trends, growth, players and
87 | P a g e
potential. Analyzing the requirement and designing questionnaire. Taking interviews,

conducting retailers interviews of different type of demographic factors under like age,
income, status, Collating & analyzing data and identifying leads that qualifying for an
offering and formulating recommendation for S.M.V. Beverages, Jamshedpur. In
the findings researchers got thatHLL AND P&Gcompany is one of the best soft
drink company , because it maintain the quality, taste and also the Company is
maintain good relationship with retailers and they are also distributing their product
to their retailers when they want and the Company also provide them in time. Theory
is important, because it enhances our understanding of business phenomena and helps
managers to think about what they should do. Summer training or internship training
program provides opportunities to apply this theory into the real business
practice. In the present scenario of competitive marketing, every business institution
requires to prepare strategies for efficiently utilizing their available resources and
environmental opportunities. At this stage of my learning process I also feel needs for
knowing different business strategies that a business organization follows.
In this
training period I got opportunities to study on some marketing strategies of HLL AND
P&G. And in this report I am going to explain some of those strategies which I
had applied in practical during my summer training program. In the world. HLL
AND P&G was founded by Caleb Bradham in 1902 in USA. Today HLL AND P&G
and its affiliates operate in more than 140 countries in the world and generate
revenues in excess of $ 40 Billion. In its pursuit of never ending growth and
expansion, HLL AND P&G entered India in 1989 in a joint venture with Punjab
Government. However, HLL AND P&G India very soon started its beverage
operations in collaboration with the R K Jaipuria group. Soon after entering the
beverage segment HLL AND P&G Established its dominance in the market owing to
88 | P a g e
its expertise in sales, marketing, operations and local collaboration. HLL AND P&G
maintained its market dominance for many more years to come. However, this
advantage slipped and HLL AND P&G had to concede the market leadership to Coca
Cola India. Several actors were responsible for this development. But, the most
important are; Distribution channel is having an important role in positioning of the
product because we know that distribution channel is tool by which we can make
reach our product to the final consumers Discontinuation of slums in the distribution
network by HLL AND P&G. This move by HLL AND P&G adversely affected its
position of a market leader because while HLL AND P&G discontinued the use of
Slums in its distribution network, Coke continued it and within one year, it was able
to snatch considerable market share from HLL AND P&G. Acquisition of wellestablished and favored brands like Thumps Up and HLL AND P&G by Coca Cola
India. These two brands still constitute a bulk of sales for Coca Cola India. To explore
the reasons behind these developments this study will analyze the marketing
initiatives and policies of HLL AND P&G India in detail with particular focus on its
partner relationship management. The above-mentioned objectives can be achieved by
carrying a proper and planned research involving different types and methods. The
data collected for laid the foundations for the study and gave a platform for the
analysis and findings which lead to the fulfillment of the objectives. The data
collected for research is primary and secondary. Primary data is collected by
observation, interviews and questionnaires. The data collection and analysis paves
way for the recommendation ad conclusion of the study that reveals some important
findings regarding the strategy and corporate structure and strategy of HLL AND
P&G India.The changing beverage marketplace has resulted in some major
transformations amongst the industrys chief competitors. The HLL AND
89 | P a g e
P&GCompany and HLL AND P&G Inc. have both recognized the changes and have
taken action to preserve their success with their all-important systems of bottlers. We
expect these changes to be beneficial including the opportunity to focus on innovation
and to improve the cost effectiveness of bringing the product to market. In 1899, two
lawyers from Tennessee secured exclusive rights to bottle and sell HLL AND P&Gfor
only one dollar . Asa Candler, then President of The HLL AND P&GCompany, was
not convinced that selling the product in bottles was the way to go. No one could have
predicted how popular HLL AND P&Gand its main competitor, Pepsi-Cola, would
become. The relationship between company and bottler has always been very
important. Today, 54 billion beverages of all types are served every day. 1 Products
from HLL AND P&G Inc. (PEP) and The HLL AND P&GCompany (KO) account
for more than two thirds of the sales in the carbonated soft drink (CSD) category. 2
These companies have battled with each other for many years and in the process have
had to adapt to consumer shifts and increasing complexity concerning product
distribution. Once again, the marketplace for non-alcoholic drinks in North America
has evolved away from the current model. To achieve longer term profitability and
growth, HLL AND P&G and The HLL AND P&GCompany have both decided to buy
the majority of their North American bottling operations. In this report, we will
explain how the market has changed and why we expect HLL AND P&G and The
HLL AND P&GCompany to be better off in the future. To begin, we need to explain
the traditional role of the parent company and its system of bottlers. The parent
company (The HLL AND P&GCompany, HLL AND P&G), also called the
concentrate company, is basically in charge of producing the concentrate or syrup
that is used in a manufacturing process which ends up as a bottle or can of Coke
orHLL AND P&Gon a shelf in a store. More importantly, it is the concentrate
90 | P a g e
companys job to create demand through advertising, marketing, and strategic

planning. The bottlers buy the concentrate and then manufacture the product so that it
can be distributed to a network of retailers and dealers. One major change that has
taken place has been the consolidation of the retail industry. In particular, the discount
retailers (Walmart & Target) have allocated a larger portion of square footage to food.
For example, about half of 2009 revenues for Walmart (WMT) was attributed to
grocery. This compares to 28% of revenues only five years ago. For Target (TGT),
food accounts for 16% of sales. Currently, Walmart is the largest grocer in the U.S.
with about double the market share of the next largest competitor, Kroger (KR). In
2001, Walmart and Kroger were neck and neck. In 2007, the top fifteen food retailers
accounted for 64.4% of U.S. sales compared to 50.1% in 2001. Exhibit 1 in the
original PDF shows the evolution of market share from 2001-2007. 3 The growth of
Walmart is especially impressive. In North America, 19% of revenues for HLL AND
P&G were allocated to Walmart (including Sams Club) up from 13% in 2006. 3 In
short, the food retail segment has become more concentrated and more powerful. The
demands for better service from The HLL AND P&GCompany and HLL AND P&G
have increased. Retailers require more flexibility, innovation, and speed. Consumer
beverage choices have shifted production away from the bottlers. Consumers have
become more health conscious. Consumers are now more concerned about calories
and are interested in drinks that are convenient and healthy. Consumers are buying
less carbonated soft drinks and more in new beverage categories. These new
categories of beverages include sports drinks, liquid tea, liquid coffee, energy drinks,
and bottled water. Exhibit 2 in the original PDF illustrates the change in market share
over a five year time frame. Overall, The HLL AND P&GCompany and HLL AND
P&G have maintained their total share of the non-alcoholic beverage industry through
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product expansions, innovation, and acquisitions, including transactions such as HLL

AND P&Gs acquisition of Gatorade and the HLL AND P&GCompanys acquisition
of Odwalla. The manufacturing process to produce a can of Coke is different from
producing a bottle of Powerade. The added complexity of certain products has shifted
the manufacturing process away from the bottler. Generally, most sports drinks, teas,
juices, and dairy based drinks are manufactured at the concentrate company while
carbonated drinks and bottled water are manufactured by the bottler. Those drinks
produced at the concentrate company are called, finished goods. These changes have
resulted in less profit for the bottlers. The bottlers did not benefit from the growth and
higher profitability in finished goods. Capacity utilization has been down with lack of
growth in carbonated soft drinks. Also, bottled water, which was able to offset some
of the lower growth in carbonated soft drinks, has been slowing over the last couple of
years. In the future, most analysts in this sector agree that higher growth products will
require a more complex manufacturing process. Under the old model, this would have
been bad for bottlers. Years ago, most large bottlers made a significant capital
investment which counted on sustained growth in carbonated soft drinks. Profit
strained, the bottlers were less willing this time around to invest in new beverage
categories. This was one of the reasons why the bottlers missed out on the popularity
of noncarbonated soft drinks. The combination of concentrate company and bottler
should yield cost savings and efficiencies allowing for additional reinvestment.
Overcapacity and redundant distribution will be rationalized. One example is the sale
of both fountain and bottled products to the same location by two different
distribution channels. Going forward, one channel will service that particular
customer. The combination should lead to a greater use of warehouse distribution
versus the current direct-store-delivery system, which is used by the bottlers. The
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warehouse delivery system (product gets delivered to the retailers distribution center
and the retailer ships the product to the store) is one that is in demand from large
retailers given the lower cost, leaving the retailer with the opportunity to extract more
profits from the customer without raising prices. In addition, a more efficient
distribution system and less negotiation between organizations (pricing/volume
decisions) should allow the product to reach the market more quickly.Despite the
ownership structure, the concentrate company and bottler relationship has always
been strong. Both entities need each other to survive. We believe the recent
transactions are a positive strategic move for both The HLL AND P&GCompany and
HLL AND P&G and for the industry. The HLL AND P&GCompany and HLL AND
P&G are clearly protecting their investment in their key bottlers and securing their
strategic position given changes in the consumer and retailers. Going forward, we
expect that these companies will continue to adapt to succeed. These particular
transactions make sense and should allow these companies to remain competitive and
innovative.
That companys franchised bottles spend in upgrading their plants all this has
contributed to substantial gains in the market. In colas,HLL AND P&Gis already
market leader and in certain cities like Banaras,HLL AND P&Goutlets are on one side
& all the other colas put together on the other. While coke executive scruff at Pepsis
claims as well as targets, industry observers are of the view thatHLL AND P&Ghas
definitely stolen a march over its competitor coke. Apart from numbers,HLL AND
P&Ghas made qualitative gains. The foremost is its image. This image turnaround is
no small achievements, considering that since it was established in1989, taking the
hardship route prior to liberalization and weighed down by export commitments.
Now, at present as there are three major players coke,HLL AND P&Gand Cadbury
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and there is stiff competition between first two, bothHLL AND P&Gand coke have
started, sponsoring local events and staging frequent consumer promotion campaigns.
As the mega event of this century has started, and the marketers are using this event
world cup football, cricket events and many more other events. Like Pepsi, coke is
picking up equity in its bottles to guarantee their financial support; one side coke is
trying to increase its popularity through. Eat Food, enjoy Food. Drink only coca cola.
Eat cricket, sleep cricket. Drink only coca cola. Eat movies, sleep movies. Drink only
coca cola. On the other side of coinHLL AND P&Ghas introduced AMITABH
BACHHAN for capturing the lemon market through MIRINDA Lemon with zor
ka jhatka dhere se lage.But no doubt that UK based Cadbury is also recognizing its
presence. So there is a real crush in the soft drink market. with launch of the
carbonated organize drink Crush, few year ago in Banaras ., the first in a series of a
launches , Cadbury Schweppes beverage India (CSBI) HAS PLANNED:- The world
third largest soft drink marketers all over the country. CSBI o wholly owned
subsidiary of the London based $ 6.52billion. Cadbury Schweppes is hoping that
crush is going well and well not suffer the same fate as the Rs.175 crore Cadbury
Indias apple drink Apella. CSBI is now with orange (crush), and Schweppes soda in
the market.
Range AVAILABILITY means the presence of a particular brand at any outlet. If a

product is now available at any outlet and the competitor brand is available, the
consumer will go for it because generally the consumption of any soft drink is an
impulse decision and not predetermined one. VISIBILITY is the presence felt, if any
outlet has a particular brand of soft drink say-HLL AND P&Gcola and this brand is
not displayed in the outlet, then its availability is of no use. The soft drink must be
shown off properly and attractively so as to catch the attention of the consumer
94 | P a g e
immediatelyHLL AND P&Gachieves visibility by providing glow signboards,

hoarding, calendars etc. to the outlets. It also includes various stands to displayHLL
AND P&Gand other flavors of the company. COOLING 14 Cooling Visibility
Availability. As orange drinks are the smallest of non-cola categories that is Rs. 1100
crore markets with 10% market share and cola heaving 50% is followed by Lemon
segment with 25%.The success of soft drink industry depends upon 4 major factors
viz.
As the soft drinks are consumed chilled so cooling them plays a vital role in boosting
up the sales. The brand, which is available chilled, gets more sales then the one which
is not, even if it is more preferred one. RANGE This is the last but not the least factor,
which affects the sale of the products of a particular company. Range availability
means the availability of all flavors in all sizes.
HISTORY OF HLL AND P&GJon Styth Pemberton first introduced the refreshing
taste of HLL AND P&Gin Atlanta, Georgia it was May 1861 when the pharmacist
concocted caramel colored syrup in threelegged brass kettle in his backyard. He first
distributed the new product by carrying HLL AND P&Gin a jug coin enjoys in a glass
of HLL AND P&Gat the soda fountain. Whether by design or accident, carbonated
water was teamed with the new syrup, producing a drink that was proclaimed
Delicious and Refreshing. Dr. Pembertons Partner and bookkeeper, Mr. Frank
Robinson, suggested the name and penned as Coca-Cola in the unique flowing
script that is still famous worldwide today. Dr. Pembertons sold 25 gallons of syrup,
shipped in bright Red wooden kegs. Red has been a distinctive color associated with
the No.1 soft drink brand ever since. For his efforts, Dr. Pemberton grossed $ 50 and
spent $ 73.96 on advertising, by 1891, Atlanta chemist as a G. Caner had acquired
95 | P a g e
complete ownership of the HLL AND P&Gbusiness. He purchases it from the Dr.
Pemberton family for $ 2300. Within 4 year his merchandising flair helped to expand
the consumption of HLL AND P&Gto over $25 million. Robert W. woodruff become
the president of the HLL AND P&Gcompany in 1923 and his more than six decades
of leadership took the business of commercial success making.
HLL AND P&Gan institution the world over. HLL AND P&Gbegins as a never
tonic, but candy merchant Joseph A. Biedenharn of Mississippi was looking for awry
to serve refreshing beverages. He responded to this demand began offering bottle
HLL AND P&Gusing syrup shipped from Atlanta, during a hot summer in 1894.1894
A modest start for a bold idea In a candy store in Vicksburg, Mississippi, brisk
sales of the new fountain beverage called HLL AND P&Gimpressed the stores owner,
Joseph A. Biedenharn. He began bottling HLL AND P&Gto sell, using a common
glass bottle called a Hutchinson. Biedenharn sent a case to Asa Griggs Candler, who
owned the Company. Candler thanked him but took no action. One of his nephews
already had urged that HLL AND P&Gbe bottled, but Candler focused on fountain
sales.1899 The first bottling agreement Two young attorneys from Chattanooga,
Tennessee believed they could build a business around bottling Coca-Cola. In a
meeting with Candler, Benjamin F. Thomas and Joseph B. Whitehead obtained
exclusive rights to bottle HLL AND P&Gacross most of the United States
(specifically excluding Vicksburg) -- for the sum of one dollar. A third Chattanooga
lawyer, John T. Lupton, soon joined their venture.1900-1909 Rapid growth the
three pioneer bottlers divided the country into territories and sold bottling rights to
local entrepreneurs. Their efforts were boosted by major progress in bottling
technology, which improved efficiency and product quality. By 1909, nearly 400 HLL
96 | P a g e
AND P&Gbottling plants were operating, most of them family-owned businesses.

Some were open only during hot-weather months when demand was high.
Bottling overtakes fountain sales as the 1920s dawned, more than 1,000 HLL AND
P&Gbottlers were operating in the U.S. Their ideas and zeal fueled steady growth.
Six-bottle cartons were a huge hit after their1923 introduction. A few years later,
open-top metal coolers became the forerunners of automated vending machines. By
the end of the 1920s, bottle sales of HLL AND P&Gexceeded fountain sales.1920s
and 30s International expansion Led by longtime Company leader Robert W.
Woodruff, chief executive officer and chairman of the Board, the Company began a
major push to establish bottling operations outside the U.S. Plants were opened in
France, Guatemala, Honduras, Mexico, Belgium, Italy, Peru, Spain, Australia and
South Africa. By the time World War II began, HLL AND P&Gwas being bottled in
44 countries.1940s Post-war growth During the war, 64 bottling plants were set up
around the world to supply the troops. This followed an urgent request for bottling
equipment and materials from GeneralEisenhowers base in North Africa. Many of
these war-time plants were later converted to civilian use, permanently enlarging the
bottling system and accelerating the growth of the Company worldwide
business.1960s New brands introduced Following HLL AND P&G in the 1950s,
Sprite, Minute Maid, Fresca and TaB joined brand HLL AND P&Gin the 1960s.
Mr. Pibb and Mello Yellow was added in the 1970s. The1980s brought diet Coke
and Cherry Coke, followed by POWERADE and DASANI in the 1990s. Today
hundreds of other brands are offered to meet consumer preferences in local markets
around the world.
97 | P a g e
1970s and 80s Consolidation to serve customers As technology led to a global

economy, the retailers who sold HLL AND P&Gmerged and evolved into
international mega-chains. Such customers required a new approach. In response,
many small and medium-size bottlers consolidated to better serve giant international
customers. The Company encouraged and invested in a number of bottler
consolidations to assure that its largest bottling partners would have capacity to lead
the system in working with global retailers.1990s New and growing markets
Political and economic changes opened vast markets that were closed or under
developed for decades. After the fall of the Berlin Wall, the Company invested
heavily to build plants in Eastern Europe. And as the century closed, more than $1.5
billion was committed to new bottling facilities in Africa.21st Century The HLL
AND P&Gbottling system grew up with roots deeply planted in local communities.
This heritage serves the Company well today as people seek brands that honor local
identity and the distinctiveness of local markets. As was true a century ago, strong
locally based relationships between HLL AND P&Gbottlers, customers and
communities are the foundation on which the entire business grows.
HLL AND P&GPROFILE Keeping in view of tapping the Indian soft drink market
and also developing soft drinks as a drinking product among Indians. The HLL AND
P&Gin India has setup an independent organizations which is H.C.C & B.C.C with a
capital of 350 U.S.$ each by virtue of sellout decision of the passed managing
director Sh. S. C. Aggarwal. Hindustan HLL AND P&Gbottling (N-W) Pvt. Ltd.
Naziabad took the complete possession of this plant, land, machinery, & intellectuals
on February 14 1998 and since then H.C.C, looking after all its affairs under
company owned bottling plant to establish integrated marketing system in the area.
98 | P a g e
CORE BRANDS: Coca-Cola: Developed in a brass pot in 1886, HLL AND P&Gis
the most recognized and admired trademark around the globe. Not to mention the best
selling soft drink in the world. Sprite: In 1961, a citrus-flavored drink made its U.S
debut, using Sprite Boy as inspiration for its name. This elf with silver hair and a
big smile was used in 1940sadvertising for Coca-Cola. Sprite is now the fastest
growing major soft drink in U.S and the worlds most popular lemon-lime soft drink.
HLL AND P&G : The name HLL AND P&G was first registered as a trademark in
Germany in 1941 ,whenit was used for a few year for a soft drink created from
available materials and flavors .The name was then revived in 1955 in Naples, Italy,
when it was used for the: HLL AND P&Gorange drink we know today. It is now
the trademark name for a line of flavored drinks around the world. Diet coke: The
extension of the HLL AND P&Gname began in 1982 with the introduction of diet
coke (also called HLL AND P&Glight in some countries). Diet coke quickly becomes
COMPARISON OF MARKET SHARE OF HLL, P&G,

GODREJ, NIRMA, AND J&J
99 | P a g e
10%
4%
12%
59%
15%
HLL
P&G
Godrej
Nirma
Johnson & Johnson
After research done by me I analyze that the market shares of the HLL
products was greater than other companies, which shows that the
acceptance of HLL products are more by consumer.
The percentage of market shares are as follow:-
The market share of HLL is 59% of the total of consumed products.
The market share of P&G is 15% of the total of consumed products.
The market share of GODREJ is 12% of the total of consumed products.
The market share of NIRMA is 10% of the total of consumed products.
The market share of JOHNSON & JOHNSON is 4% of the total of

consumed products.
Therefore HLL is considered as the one of the most branded and reliable
company and the product are frequently accepted and used by each and every
100 | P a g e
category of consumer. And the HLL put its all effort to maintain its standard
with respect to price and the quality of the products.
101 | P a g e
2.
The brands generally demanded by the consumer.

I.
HLL demanded approximately 60%.
II.
P&G demanded approximately 15%.
III.
NIRMA demanded approximately 15%.
IV.
JOHNSON & JOHNSON demanded approximately 10%.
70%
60%
HLL demanded (Approx.)
50%
P&G demand (Approx.)
40%
30%
Nirma demanded (Approx.)
20%
Johnson & Johnson

demanded (Approx.)
10%
0%
1
Graphical representation of the brands demanded by the consumer
102 | P a g e
4.
On the question that how much the brand name of the soap is
important for the consumer during the purchasing of the soap. Near
about 40% are causes about the brand names of the soap, 25% are not,
about 20% used regular brands and 15% of them are not answered.
50%
40%
30%
20%
10%
Serious about the

brands
Not serious
Usually used same
brands
Not answered
0%
103 | P a g e
DATA ANALYSIS
1.
After the survey (50 samples) the population understands the soap by
its brands regarded with quality. The results are:
I 30% known by the company name.
II 45% known by the quality of the soap.
III 10% known by the identifying the name.
IV 15% known by the types of the soaps.
50%
Company name
40%
20%
Quality of the
soap
Identifying name
10%
Types of the soap
30%
0%
1
104 | P a g e
2.
Mostly consumer uses.

I
HAMMAM 5%
II
DETTOL 9%
III
LUX 28%
IV
LIRIL 20%
BREEZE 8%
VI
DOVE 3%
VII
PEARS 4%
VIII LIFEBOUY 13%

IX
NIRMA 14%
OTHERS 6%
30%
25%
20%
15%
10%
5%
0%
1
Hammam
Dettol
Lux
Liril
Breeze
Dove
Pears
Lifebouy
Nirma
Others
105 | P a g e
The individual rates their present soap by the following qualitiesI
Packaging of soap 15%
II
Company name 20%
III
Price of the soap 30%
IV
All of the above 35%
40%
30%
20%
Series1
10%
All of the
above
Price of
the soap
Company
name
0%
Packaging
of soap
3.
106 | P a g e
All the individuals preferred to change new brand of the soap.

I
Frequently changes the brands 10%
II
Rarely changes the brands 40%
Punctual on one brand 45%
II
Changes according to the climatic situation 5%
40%
30%
Series1
20%
10%
All of the
above
Price of
the soap
Company
name
0%
Packaging
of soap
4.
107 | P a g e
5.
The factors which make the consumer to purchase the soap as rated.
I.
Parent suggestion 35%
II.
Friends suggestion 15%
III
T.V. advertisement 25%
IV
Owned suggestion 25%
40%
35%
30%
Parent suggestion
Friends suggestion
T.V. advertisement
Owned suggestion
25%
20%
15%
10%
5%
0%
1
108 | P a g e
6.
After the survey of 50 samples I analyse that large family uses-.

I.
HLL 45%
II.
P&G 15%
III
JOHNSON & JOHNSON 10%
IV
NIRMA 30%
OTHERS 5%
45%
40%
35%
HLL
P&G
Johnson & Johnson
Nirma
Others
30%
25%
20%
15%
10%
5%
0%
109 | P a g e
7.
After the survey of 50 samples I analyse that small family uses-.

I.
HLL SOAPS 30%
II.
P&G 15%
III
JOHNSON & JOHNSON 20%
IV
NIRMA 30%
OTHERS 5%
35%
30%
25%
HLL Soaps
P&G
Nirma
Johnson & Johnson
Others
20%
15%
10%
5%
0%
1
110 | P a g e
8.
In the premium segmentation of the soap the rich people usesI.
Pears 30%
II.
Dove 55%
III
Camey 10%
IV
Doy 5%
60%
50%
40%
Pears
Dove
Camey
Doy
30%
20%
10%
0%
1
111 | P a g e
PRODUCT DIFFERENTIATION
Product differentiation is apart of marketing tools so it is very common in

FMCG sector also. Differentiation means variation of product by means of
form, feature, style and many more. The product differentiation which occur in
soap industries are as follows:
FORM: Some soap are oval some are rectangular and some are
almond shape some also have the shape of animals, some found in 75
gms, and some are 125 gms and are found 150 gms.
FEATURE: Some soaps are herbal, some are non alkaline and
alkaline.
PERFORMANCE: Some soap melt less in water and some melt

quickly.
PACKAGING: Little soap is wrapped in paper pack and little

soap is found in visible plastic pack.
112 | P a g e
ADVERTISEMENT EXPENDITURE
Advertisement plays a vital role in marketing of products. Few years back the
ratio between advertisement and sales promotion was 70:30 but this ratio
changed dramatically. Now the ratio between advertisement and sales is 40:60.
It is believed that sales promotion is effective if it is backed by advertisement.
All the manufacturer of FMCG product spent huge money in advertisement.
Advertisement Expenditure of HLL

Advertising spends increased by 5 percent in CY 2004 unlike popular market
perception that HLL had cut back ad spend. However, the company is now
focusing attention on rationalizing its brand portfolio from 110 to 30.
Rs in mm
Advertising
and Promotions
Sales
% of Sales
2006 Dec
14,040
2005 Dec
13,540
86,230
16.3
81,850
16.5
113 | P a g e
140
120
100
80
Advertisements
60
Sales
40
20
2005 Dec
2004 Dec
Godrej Consumer Private Limited, the other major player in Indian soap market
has decided to spend Rs. 1bn in advertisement and promotion in 2004. In 2003
they spent Rs. 500 mn advertisement and promotion.
Colgate Palmolive, Nirma, HENKEL-Spic Ltd., VVF Limited, the other

player in Indian soap market are not behind too much in spending for
advertisement and promotion.
114 | P a g e
FINDINGS OF STUDIES
After the research of my study I found that
Lower class people use Nirma & Lifebuoy because it cost price
is very less and they can afford to buy it.
Middle class people uses Lux, Cinthol & Liril because these are
economical soaps.
Upper class people use Camay, Pears & Dove these soaps tell of
high society.
Most people like HLL products because it has got varieties of

products.
Lux & Breeze are favorites of women.
Johnson & Johnson have targeted the children and they have
achieved it.
People say that price of Dove & Pears should be economical to

all categories.
People demands for Nirma soaps mostly because it is

economical.
115 | P a g e
LIMITATION
During the working of this project, I faced many problems, which has led to the
limitation of the work. These limitations could not be controlled even after taking
enough preventing measures. I hope the following limitations will not affect the study
of the project and its analysis.
a) Those sample sizes for the customer could not have been large due to time
constraints, it was at 100 only.
b) The survey was conducted in NOIDA city only.

c) While conducting the survey unavoidable error kept in such as, non-response
error, and inaccuracy in response.
d) Because of there, busy schedule and workload some of the respondents were
not in the position to spare sufficient time and therefore their questionnaire
filled hurriedly.
e) Personal bias might have crept in at any stage.

f)
Time was the major constraint for conducting study.
g) The information is collected from the web sites, broachers and books only.
h) The
customer bases analysis on the information collected by the
questionnaire.
I have taken secondary data in consideration while undertaking my study
116 | P a g e
SUGGESTION AND RECOMMENDATION
On the basis of my studies I want to suggest that P&G has to make out the more
products varieties according with different product segmentations same as the
HLL did to grasp the market shares.
Because any company stands in the competitive market should have lot of
varieties of products to overtake the entire market. The P&G has to check out
there pricing strategy because the price of the HLL is much lesser than P&G
and other companies.
The sales and promotional activities of HLL is very effective than other
competitive companies. The HLL invest more money on advertisement and it
also emphasize on the dealer network distribution with the help of there talented
marketing executives.
Therefore, I suggest to other related companies that they should emphasis on
there sales and promotional activities and should make there proper marketing
strategy.
Last but not least the channel of distribution, packaging, segmentation and
moreover only after the proper marketing research they should launch their new
products in the market to grasp the entire market and increase their market
shares.
117 | P a g e
CONCLUSION
Heat and dust are integral part of Indian climate. This makes Indian as one of
the ideal market for soaps and other cleaning products. As we know that the
consumer keeps limited inventory of soap products and prefers to purchase
them frequently, as and when required. Many of these products are perishable.
The penetration of bathing soaps is 98% of all households. The research study
shows that the per capita consumption of bathing soap is 513gm. So there is a
very big market for soap in India. The total turnover of soap or market in India
is 54 lakhs tone per annum and is increasing at the rate of 5% per annum. In
which HLL is the market leader with 59% of share followed by godrej. Other
major players are Nirma Ltd., Colgate-Palmolive Ltd., Henkel-Spic India Ltd.
The soap market is not only segmented on the basis of price and benefits but
even a range of emotions within that outlining frame work.
Therefore according to research done on the soap industries I have reached to

the following conclusions-
The frequent used soap was Lux (28%) then Nirma (14% the second
position.
The appealing factors are soaps were price which was followed by size
then the medicinal qualities and so on.
118 | P a g e
The person self was having the highest percent in decision making for
buying soaps.
58% were male respondents and 42% were female.
The age group of the respondents was highest between 20 30 years in

the sample design.
119 | P a g e
QUESTIONNAIRE
Information Requirement
I.
Consumer perception of brands and the important they attach the

brand name.
II.
The extent to which the consumer think the following attributes

company name, shape, skincare.
III.
The buying process involved in the selection of soap.
IV.
Consumer attitude towards retreating.
Questions1)
which companys soap do you use regularly?
2)
HLL
P&G
Godrej
Nirma
What do you understand by the term brand of soap?
i)
Company Name
ii)
Quality of the soap
iii)
Identifying name
iv)
Type of the soap
J&J
120 | P a g e
3)
Please name some soap companies that you have heard of.
4)
How important us the brand name of a soap?
5)
6)
i)
Not important
ii)
Important
iii)
Very important
How do you rate your present soap the following qualitiesi)
Packaging of soap
ii)
Company name
iii)
Price of the soap
Are you satisfied with the overall performance of your present soap?
i)
7)
Satisfied
ii)
dissatisfied
Have you ever change new brand of soap.

i)
Yes
ii)
No
8)
Did you change both the soap at the same time and one time?
9)
What do you want change over to the present soap?
10)
How did you decided that your replacement?

i)
11)
Your friend
ii)
your own
What are the factors that you considered when you purchase the soap?
i)
Parents suggestion
ii)
Friend suggestion
iii)
T.V. Ads
121 | P a g e
12)
In the premium segment which soap do you use?
13)
(i)
Pears
(ii)
Dove
(iii)
Camey
(iv) Doy
What are the factors that you considered when you purchase the soap?
14)
i)
Company name
ii)
Price of soap
iii)
Past experience
iv)
Advertising
KINDLY TICK the once you have heard of company
i) Lux
ii) Doy
vi) Hamam vii) Liril
15)
iii) Dove
viii) Breeze
iv) Cinthol
ix) Nivia
v) Dettol
Which companys advertisement do you prefer more?

i)
HLL
ii) P&G
iii) Nirma
iv) Godrej
v)
J&J
PERSONAL INFORMATION
16)
Your age group

i)
iii)
17)
18 25
35 50
ii) 25 35
iv) 50 - above
Your family income

i)
iii)
4000 6000
8000 12000
ii) 6000 8000

iv) 12000 - above
122 | P a g e
18)
Your educational qualification

i)
iii)
18)
High school
Graduation
ii) Intermediate
iv) Above
What is your occupation status?

i)
iii)
Own business
Students
ii) Service
iv) Unemployed
123 | P a g e
BIBLIOGRAPHY
1.
www.hll.com
2.
www.gpcl.com
3.
www.jjibp.com
4.
www.nirma.com
5.
www.colgate.com
6.
www.jkhc.com
7.
www.henkel.com
8.
Research Methodology, C.R. Kothari
9.
Marketing Research, Harper W. Boyd
10.
Marketing Management, Philip Kotler
124 | P a g e
THANK YOU
125 | P a g e

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A

Comparative study of Soaps

MANGALMAY INSTITUTE OF MANAGEMENT & TECHNOLOGY

HEAD OF MBA PROGRAMS CERTIFICATE

6. CONCEPTUAL ASPECTS OF THE STUDY

10. RECOMMENDATIONS AND CONCLUSION

FMCG reffers to consumer non-durable goods requirement for daily or frequent

But all FMCG products put together

account for a significant part of the consumers budget.

Indian Soap Market

Procter & Gamble

Advertising Age/TNS estimated global measure

advertising expenditure of $5.8bn in 2004, making P&G the worlds #1

Some of the premium brand rolling market once Cinthol

ultimate, Lux International, Palmolive extra care, Le Sancy, Dettol, etc. to

Super premium soaps :

Market Share (Soap)

Segmentation of soap on the basis of price

Rs. 5-8 Functio nal

List of soaps with their segments and prices

Rs. 31 and above

(The entire price given for 75 gms)

Segmentation of soap on the basis of TFM

Rs. 5-8 Functional

Rs. 13-30 Premium

Rs. 30-above Super

To find out the awareness of FMCG product among the customers.

To find out the factors affecting the purchase of FMCG products.

To find out which bank is being preferred by the customer.

To find out the purpose of taking FMCG products.

According to father of marketing - PHILIP KOTLER

The various marketing research problems can be classified based on subject

Research on advertising and promotion

Research process consists of seven steps which in practical works.

Analyzing purpose : Need of theoretical concepts in practical works.

Literature review of various books on

marketing management to acquire the knowledge about the subject.

Formulation of Hypothesis : The basic hypothesis and a random

Research Design : Research design of project to be done and sample

Collection of Data : Method of collection of primary and secondary

7. Interpretation and Reporting: This is the resultant of analysis of data,

Research Process Diagram

Brand Name : Breeze

Brand Name : Lux Sunscreen formula

The new, patented technology called the Sunscreen

Formula contains a combination of sunscreen actives, which are deposited on

Ordinary soaps tend to be

alkaline, with pH higher that 9. Dove is formulated to be pH neutral (pH

When it comes to soap, Hamam is considered to be the most reliable option.

Hamams enhanced fragrance now provides a longer lasting

Brand Name : HAMAM

Brand Name : Lifebuoy

Brand Name : LIRIL

Brand Name : Lux

Brand Name : Pears

Rexona is one of Indias pioneer brands in family soaps. Launched in 1947, it

Brand Name : REXONA

Brand Name : DENIM

Brand Name : DOVE

Brand Name : PALMOLIVE EXTRA CARES

The emphasis more on softness of beauty care

Sales Promotion : No scheme.

Palmolive extra care green for normal skin

Brand Name : PALMOLIVE NATURAL

Comparative Study of Soaps HLL, P&G, Godrej, Nirma and Johnson & Johnson Marketing 2014 DEV

Comparative Study of Soaps HLL, P&G, Godrej, Nirma and Johnson & Johnson Marketing 2014 DEV