Winter Project

PREFACE
Every research is to achieve certain solution to a research problem. If

there is no problem then, the meaning of research is of no use. The
research problem that I was supposed to deal with was the factors
which determine the sales of the two brands of soaps .The research is
based upon certain objectives such as; factors determining why one
brand of soap sells more. The different brands that I have chosen for
my research were Lux and Dove. The sample unit taken was mainly
the middle class households in the areas of Lalpur , Anandpur and
Doranda regions of Ranchi. Research is a feedback that any
organization sought for the purpose of effective policy and decision
making. It is the systematic problem analysis, model building & fact
finding for the purpose of important decision-making & control in the
making of goods and services. Winter project is a part of our
curriculum so that we get exposed to the practical side our theoretical
know-how. This is basically designed to the real life situation. In this
training programmed, the students use their academic knowledge
practically which polishes the decision making abilities of MBA
graduates. For developing healthy managerial and administrative skills
of potential managers it is necessary that theoretical knowledge must
be supplemented with exposure to real life business environment. It is
a practical training that the measuring itself is realized. Conventional
academic medium cannot sell anything practically down to real and
practical market knowledge is required to make a hard core corporate.
In this research work it has been tried to find out the different factors
that determines the sales of two brands of soaps LUX and DOVE.
Institute of Productivity and Management 1

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ACKNOWLEDGEMENT
Today’s environment accomplished by any academic or professional

pursuit requires contribution from various individuals. The same is true
in the case of this winter project of mine. Firstly, I want to take the
express my deep sense of gratitude to our respected sir, MR. SUSHANT
MITTAL who provided me an opportunity to undertake this project and
prepare a report for the same .I sincerely acknowledge the help,
encouragement and
Valuable suggestion to me by my report guides – MY PARENTS and MY
FRIENDS and all those people (RESPONDENTS) who were patient
enough to answer to my questions, without their guidance and active
support I would not have been able to do this report successfully.
THANK YOU ALL

M.ABSAR
PGDM-2nd SEM

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OBJECTIVE OF THE STUDY
Every study and research is done with some objectives which are
Met through the research and its corresponding studies which fulfill
those objectives. The objectives of my research were as follows.
PRIMARY OBJECTIVE :
• Consumers perception about lux and dove .
Secondary objective
• To determine what are the factors are which decides their

sales.
• To determine why one brand sale more then other

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Research Methodology
Research methodology is a way to systematically solve the research

problems. When we talk about the research methodology we don’t talk
about the research method but also consider the logic behinds the
method use in the context of research results are capable of beings
evaluated either by the researcher himself or by others. Here I used
descriptive research design. In this type of research method
researchers are supposed to describe the research, it is done for
existing
products. It helps segment and target markets, in some cases
describing the situation may provide information and descriptive
information is all that is needed to solve business problems. The major
emphasis in such studies is on the discovery of the ideas and insights.
Research design for such studies must be flexible enough to provide
opportunity for considering different aspects of the problem under
study. I collected data from following primary sources. PRIMARY DATA
For the purpose of collecting data I used following two methods.
a) Questionnaire Method
b) Personal Interview Methods

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TYPES OF DATA
In my project I have classified the data into two specific types:
1. PRIMARY DATA
2. SECONDARY DATA
1) PRIMARY DATA: As it is known that primary data are
Collected a fresh and for the first time and thus happen to
be original in character. So, in order to collect this type of
Data various methods are being used, such as:
 QUESTIONNAIRE
 INTERVIEW
2) SECONDARY DATA: Secondary data are those which
Already exist and which have been collected for some purpose.
In this project the vital sources for collecting
Secondary data are:
 LIBRARY BOOKS
 NEWSPAPERS
 INTERNET

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NEED FOR RESEARCH STUDY
Managers need information in order to introduce products and services

that create value in the mind of the customer. But the perception of
value is a subjective one, and what customer’s value this year may be
quite different from what they value next year. As such, the attributes
that create value cannot simply be deduced from common knowledge.
Rather, data must be collected and analyzed. The goal of marketing
research is to provide the facts and direction that managers need to
make their more important marketing decisions.
To maximize the benefit of marketing research, those who use it need

to understand the research process and its limitations.
The Marketing Research Process
Once the need for marketing research has been established, most marketing
research projects involve these steps:
1. Define the problem

2. Determine research design
Identify data types and sources Marketing Research vs. Market

Research
These terms often are used interchangeably, but technically there is a

difference.
Market research deals specifically with the gathering of information

about a market's size and trends. Marketing research covers a wider
range of activities. While it may involve market research, marketing
research is a more general systematic process that can be applied to a
variety of marketing problems.

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The Value of Information
Information can be useful, but what determines its real value to the
organization? In general, the value of information is determined by:
• The ability and willingness to act on the information.

• The accuracy of the information.
• The level of indecisiveness that would exist without the
information.
• The amount of variation in the possible results.
• The level of risk aversion.
• The reaction of competitors to any decision improved by the
information.
3. The cost of the information in terms

4. Design data collection forms and questionnaires
5. Determine sample plan and size
6. Collect the data
7. Analyze and interpret the data
8. Prepare the research report

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DATA SOURCES
SAMPLE SIZE:
NO OF RESPONDENTS- 50
TYPE OF RESPONDENTS:
NON PROBABLITY SAMPLING
SAMPLE UNIT:
HOUSEHOLDS OF RANCHI
SAMPLE RESEARCH AREA:
AREAS OF: LALPUR , DORANDA AND ANANDPUR
TIME FRAME:
2ND WEEK TO 4TH WEEK OF NOVEMBER 2009

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History of Soap in India
During the British rule in India, Lever Brothers England introduced

modern soaps by importing and marketing them in India. However,
North West Soap Company created the first soap manufacturing
plant in India, which was situated in the city of MEERUT, in the state
of Uttar Pradesh. In 1897, they started marketing cold process
soaps.* During World War I, the soap industry floundered, but after
the war, the industry flourished all over the country.
Mr. Jamshedji Tata set up India's first indigenous soap

manufacturing unit when he purchased OK Coconut Oil Mills at
Cochin Kerala around 1918. OK Mills crushed and marketed coconut
oil for cooking and manufactured crude cold process laundry soaps
that were sold locally. It was renamed The Tata Oil Mills Company
and its first branded soaps appeared on the market in the early
1930s. Soap became a necessity for the moneyed class by around
1937.
Brand Positioning Then and Now
Soap manufacturers originally targeted their products to the lowest

income strata in urban as well as rural areas, positioning their
brands as a way to remove dirt and clean the body. For some
brands, that positioning persists even today with a focus on removal
of body odor and keeping the user healthy. However, soap
positioning are moving towards skin care as a value added benefit
Consumer use today
Toilet soaps are always used in the bar form—there is no other form
in the Indian market—and they are used in the bath. Showers are a
distant dream for 70% of India’s population, who live in the villages
where there is not even a regular supply of drinking water. In the
urban areas, people bathe by using a bucket of water, mug, and a
bar of soap. In villages, they usually bathe by the river bank or
village ponds. Although most of the urban houses have a shower
facility, showers are seldom used because of the scarcity of water.

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Company profile of lux
The LUX Company was founded in 1992 by privatization of the Tools
and Production Equipment division of TESLA Passive Components s.p.
This division designed and manufactured production equipment for
axial leaded resistors for example high vacuum sputtering machines,
CO2 and YAG Laser spiraling machines, welding, and sorting machines.
The experienced staff of this division was incorporated. Due to the
collapse of the COMECON, the profound economic crisis in the Czech
Republic, and a non-convertible currency, new machinery for other
customers had to be designed. LUX developed machines for waste
disposal, which were soon manufactured for both the Czech and the
European marketplace.
As multinational electronic companies began to invest here in the
Czech Republic, LUX seized the opportunity to build machines for these
investors. Because of the traditional expertise of LUX and due to the
high demand in this field the turnover of LUX more than tripled and the
staff was increased by 50%.
A main area of our business is the design and construction of special
purpose machinery. All of our specialized machinery is built to order.
This bespoke machinery has been supplied to companies around the
world. Our customer base has included large multi-nationals as well as
small to medium size companies. Export markets include Europe, the
U.S.A. (Virginia, Maine, Kansas), the Middle Americas, South Korea
and China. As well as supplying our standard range of machinery LUX
is always willing to look at any challenging project, where off the shelf
machinery cannot be found or where the current process is
painstakingly done by hand. We also do Contract Manufacturing of
machine parts, assemblies and complete machines including panel
build and wiring. Sometimes it is at the first stage that we have to
convince the customer that not only do we manufacture parts but also
that they could order complete machines from the design stage on.
Our team of innovative and dedicated CAD Engineers work closely with
our machine build personnel. This ensures that careful consideration is

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given to issues such as ease of assembly, maintenance, access and
visibility early on in the design stages. All drawings are made with the
support of ProEngineer, Autocad and ECSCAD for Electric al and
pneumatic schematics. Program languages can be in C++ or a large
range of different PLC codes. LUX Engineering are specialists in the
field of using the latest technology in sensors, PLC’s, pneumatic and
motion control systems.
We have a fully networked machine shop capable in CNC milling, CNC
Turning, Surface Grinding, Manual Milling and Turning. This range of
precision equipment is complemented by the skills of our experienced
staff. Several excellent subcontractors, from gear cutting to metal
finishing allow us to offer you a help us to be your single source for all
your production requirements.
LUX's Quality Assurance inspection/testing facility, fully air-conditioned
and staffed by a full time QA engineer and an inspector, includes a
range of calibrated instruments necessary for dimensional inspection
including: Mitutoyo Coordinate Measuring Machine (CMM) Model M544
used for dimensional inspection and a Mitotoyo Profile Projector PH
3500, used for delicate shapes. Incoming inspection is also carried out
to ensure our suppliers meet the necessary quality requirements done
in each case, if the supplier has not proved the quality of his product.
All components and equipment produced are subjected to rigorous in-
process and final inspection procedures.
LUX was ISO 9001 certified and ISO 14001 certified.

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Company profile of dove
Dove is a personal care brand owned by Unilever. Dove is primarily
made from synthetic surfactants, as well as some vegetable oil based
soap ingredients, such as sodium palm kernelate. Dove is formulated
to be pH neutral, with a pH that is usually between 6.5 and 7.5.
Dove products are manufactured in the Netherlands, United

States, Germany, Ireland and Brazil. The Dove trademark and brand
name is currently owned by Unilever. Dove's logo is a silhouette profile
of a dove, the color of which often varies.
Dove's products include: antiperspirants/deodorants, body washes,

beauty bars, lotions/moisturizers, hair care and facial care products.
In the US, Dove bar soap is currently produced in the cool moisture,
exfoliating, sensitive skin unscented, nutrium nourishing, white, pink,
calming night, pro-age, and energy glow versions.Dove soap was
launched in the United States in 1957, years after Unilever acquired
soap factory De Duif (Dutch: The Dove) in The Netherlands, from
which the English brand name Dove is derived.Dove has been
positioned throughout its history without referring to it as "soap", but
as a "beauty bar" with one-fourth cleansing cream; they stress its
moisturizing of skin while washing in contrast to the drying effects of
regular soaps (which their advertising calls simply "soap").
Advertisements reinforced the message by showing the cream being

poured into the beauty bar. In 1979, the phrase "cleansing cream" was
replaced with "moisturizer cream". In 1979,
a Pennsylvania dermatologist showed that Dove dried and irritated skin
significantly less than ordinary soaps. As a result of this study, Unilever
started aggressive marketing and won more than 24% of the market

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by 2003

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Name: ………………………………………………………………
Occupation: ……………………………………………………….
Telephone no : ……………………………………………………
Q 1 : What is your annual income level ?
a. Unemployed b.1 Lakh – 3 lakh

c. 3 Lakh – 5 lakh d. More than 5 lakh
Q 2:How many members are there in your family ?
a. 3 b. 4
c. 5 d. More than 5
Q 3: What brand of soap you use ?
a.Lux b. Dove
c. Lifebuoy c. other
Q 4:Who influnced you to use the specified brand of soap ?
a. Television b. Newspaper
c. Relative d. Magazine
Q 5 : What do you want in your soap?
a. Good fragrance b. Good lather

c. Moisture c. Any other
Q 6: How many piece of soap does your family use on one

month?
a. One b. Two
c. Four d. More than 4
Q.7 : Who makes the purchasing decision in your family ?
a. You b. Your spouse

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c. Children c. Elders
Q 8 : For how many year you have been using the brand ?
a. one year b. two year

c. four years d. more then five years
Q. 9 Do you switch brand according to season?
a: yes
b: no
Q: 10 Are you brand conscious?

a. yes
b. no
Q 11 : Are you satisfied with your brand ?
a: yes
b: no
Q: 12 what are the features in your brand which you would

like to get upgraded?
a. size b. fragrance
c. lather d. Moisture
Q: 13 Is price a factor for you when you purchase any brand?
a: yes
b: no
Q:14 if other brand give heavy discount will you switch to it ?
a: yes
b: no
GRAPHICAL REPRESANTATION
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Q 1 : What is your annual income level ?
a. Unemployed b.1 Lakh – 3 lakh

c. 3 Lakh – 5 lakh d. More than 5 lakh
RESPONSES (a) (b) (c) (d)
NO.OF 5 34 8 3
RESPONDENTS
6
percentage
3
h
no.of
k
la
5
respondent
an
16
th
e
8
or
m
kh
la
-5
kh
68
la
3
34
kh
la
-3
kh
10
la
1
5
d
oye
pl
em
0 20 40 60 80
un
Q 2:How many members are there in your family ?
a. 3 b. 4

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c. 5 d. More than 5
NO OF 11 18 12 9
RESPONDENTS
40 36
35
30
24
25
18 18 respondents
20
percentage
15 12 12
9
10 6
5
0
3 4 5 more
then 5

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Q 3: What brand of soap you use ?
a.Lux b. Dove
c. Lifebuoy c. other
RESPONSES (a) (a) (c) (d)
NO OF 28 12 4 6
RESPONDENT
Other, 12%
Lifebuoy, 8% Lux
Dove
Lifebuoy
Lux, 56%
Dove, 24%
Other

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Q 4:Who influnced you to use the specified brand of soap ?
a. Television b. Newspaper
c. Relative d. Magazine
NO OF 23 13 6 8
RESPONDENT
television
newspaper
relative
magazine
magazine
16%
relative television
12% 46%
newspaper
26%

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Q 5 : What do you want in your soap?
a. Good fragrance b. Good lather

c. Moisture c. Any other
RESPONSES (a) (B) (c) (d)
NO OF 17 15 14 4
RESPONDENT
d, 4,
8%
a, 17,
34%
c, 14,
28% a
b
c
d
b, 15,
30%

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Q 6: How many piece of soap does your family use on one
month?
a. One b. Two
c. Four d. More than 4
RESPONSES One Two Four More than 4
NO OF 2 5 25 18
RESPONDENT
2, 4%
5, 10%
18, 36%
One
Two
Four
More than 4
25, 50%

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Q.7 : Who makes the purchasing decision in your family ?
a. You b. Your spouse

c. Children c. Elders
Responses you Your spouse Children Elders
No of 15 21 9 5
Respondents
Respondents
25
20
15
10 b 21
a 15
5 c9 d5 Respondents
0
a b c d

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Q 8 : For how many year you have been using the brand ?
a. one year b. two year

c. four years d. more then five years
Responses a. b. c. d.
No of 2 7 16 26
Responses
a b c d
a, 2, 4%
b, 7, 14%
d, 26, 51%
c, 16, 31%

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Q. 9 Do you switch brand according to season?
a: yes
b: no
Responses Yes No
No of 24 28
Respondents
Yes
43%
Yes
No
No
57%

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Q: 10 Are you brand conscious?
a. yes
b. no
Responses Yes No
NO of 40 10
Respondents
45
Yes, 40
40
35
No. of Respondents
30
25
Respondents
20
15
No, 10
10
0
Yes No
Responses

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Q 11 : Are you satisfied with your brand ?
a: yes
b: no
Responses Yes No
No. of Respondents 45 5
Respondends
No, 5,
10%
Yes,
45, 90%
Yes No

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Q: 12 what are the features in your brand which you would
like to get upgraded?
a. size b. fragrance
c. lather d. Moisture
Responses Size Fragrance Lather Moisture
No of 15 18 8 9
Responses
Respondents
20
15
No. of
Respondents 10
0
Size Fragrence Lather Moisture
Responses

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Q: 13 Is price a factor for you when you purchase any brand?
a: yes
b: no
Responses Yes No
No of Respondents 23 27
Responses
Yes, 23,
46%
No, 27, Yes
54% No

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Q:14 If other brand give heavy discount will you switch to it ?
a: yes
b: no
Responses Yes No
No of Respondents 12 38
Responses
Yes, 12, 24%
Yes
No
No, 38, 76%

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Finding and conclusions
Following major findings emerged from the survey of the

households.
 Most of the families having income level ranging from 1 lakh to

3 lakhs uses Lux and families having income more than 3 lakh
uses Dove
 Most of the households were influenced by Television and

newspaper and Lux has been able to influence more due
to aggressive promotional activities.
 It was found that that most of the respondent who wanted to

have moisture and fragrance in their soap uses Dove.
 The households using Lux were more layal and very hardly
switch to other brand but the households using Dove did switch
when season changes.
 Most of the households have been using their respective brands

more than 5 years and the users of Lux were more consistent
than Dove.
 Most of the household likes the purchased Lux because of the

price and the overall quality it offered at that price.
 More people use Lux than Dove because the amount of lather it
gives.
 More households prefer Lux because because of the size at the

given price.

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SUGGETIONS
• Dove should work a bit to lower its price so that the lower
middle class can use it more often.
• Lux should work more on improving the moisture.
• Dove should provide more emphasis on targeting the lower

middle class.
• Dove should increase the size of the available.

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LIMITATIONS
Though every effort is made to make the report as accurate and
appropriate but, yet it has some limitations because situation and
environment are not in control. Moreover human error is somewhat
said to be inevitable.
Study is limited in terms of number of respondents that has been
covered, which is just 45 in numbers. As most of the time households
were busy in some way or other so, only verbal interaction and that to
for few seconds could be possible. Some of the time it seemed that
shopkeepers are trying to hide the data. Respondents may not always
follow what they have stated in their response and that cannot be
always taken as accurate and sound.

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Bibliography
BOOKS :
Marketing Management: Philip Kotler
Research Methodology: C. R. Kothari
Webites:
www.hul.com
www.google.co.in
www.wikipedia.

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PREFACE

Every research is to achieve certain solution to a research problem. If

Institute of Productivity and Management 1

Today’s environment accomplished by any academic or professional

THANK YOU ALL

Institute of Productivity and Management 2

• Consumers perception about lux and dove .

• To determine what are the factors are which decides their

• To determine why one brand sale more then other

Institute of Productivity and Management 3

Research methodology is a way to systematically solve the research

Institute of Productivity and Management 4

In my project I have classified the data into two specific types:

Institute of Productivity and Management 5

Managers need information in order to introduce products and services

To maximize the benefit of marketing research, those who use it need

1. Define the problem

Identify data types and sources Marketing Research vs. Market

These terms often are used interchangeably, but technically there is a

Market research deals specifically with the gathering of information

Institute of Productivity and Management 6

• The ability and willingness to act on the information.

3. The cost of the information in terms

Institute of Productivity and Management 7

NON PROBABLITY SAMPLING

SAMPLE RESEARCH AREA:

AREAS OF: LALPUR , DORANDA AND ANANDPUR

2ND WEEK TO 4TH WEEK OF NOVEMBER 2009

Institute of Productivity and Management 8

During the British rule in India, Lever Brothers England introduced

Mr. Jamshedji Tata set up India's first indigenous soap

Brand Positioning Then and Now

Soap manufacturers originally targeted their products to the lowest

Consumer use today

Institute of Productivity and Management 9

Institute of Productivity and Management 10

LUX was ISO 9001 certified and ISO 14001 certified.

Institute of Productivity and Management 11

Dove products are manufactured in the Netherlands, United

Dove's products include: antiperspirants/deodorants, body washes,

Advertisements reinforced the message by showing the cream being

Institute of Productivity and Management 13

Institute of Productivity and Management 14

Q 1 : What is your annual income level ?

a. Unemployed b.1 Lakh – 3 lakh

Q 2:How many members are there in your family ?

Q 3: What brand of soap you use ?

Q 4:Who influnced you to use the specified brand of soap ?

Q 5 : What do you want in your soap?

a. Good fragrance b. Good lather

Q 6: How many piece of soap does your family use on one

Q.7 : Who makes the purchasing decision in your family ?

a. You b. Your spouse

a. one year b. two year

Q. 9 Do you switch brand according to season?

Q: 10 Are you brand conscious?

Q 11 : Are you satisfied with your brand ?

Q: 12 what are the features in your brand which you would

Q: 13 Is price a factor for you when you purchase any brand?

Q:14 if other brand give heavy discount will you switch to it ?

a. Unemployed b.1 Lakh – 3 lakh

RESPONSES (a) (b) (c) (d)

Q 2:How many members are there in your family ?