1

APROJECTON

"COMPARATIVE STUDY OF DETTOL ANDLIFEBUOYWITHREFERENCETOSOAPSAND

SANITIZERS."

SCHOOLOFFINANCE&COMMERCEGALGOTIASUNIVERSITY

GREATERNOIDA

SUBMITTEDBY: SUBMITTEDTO:RAHULVERMA MRSBHAVNASHARMAADMISSIONNO:17GSFC101033 ASSISTANTPROF.SFCROLLNO.1708101055

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ACKNOWLEDGEMENT

Thesuccessandfinaloutcomeofthisprojectrequiredalotofguidance

andassistancefrom manypeopleandIam extremelyprivilegedtohave

gotthisallalongthecompletionofmyproject.AllthatIhavedoneisonly

duetosuchsupervisionandassistanceandIwouldnotforgettothank

them.

Ipaymyimmense gratitude to Prof.“BHAVNA SHARMA”,Facultyof“Galgotias University,GreaterNoida forhercontinuous and deliberatediscussiononthetopicandindeterminableburdentakenbyherinhelpingmethroughoutconductingtheproject.

Itakethisopportunityto record oursincerethanksto allthefacultymembersofthedepartmentofSchoolOfFinanceAndCommercefortheirhelpandencouragement.

Myjoyknowsnoboundsinexpressingmycordialgratitudetomyfriendsand family.There keen interestand encouragementwere a greathelpthroughoutthecourseofthisresearchwork.

Ialsoplaceonrecordmysenseofgratitudetooneandall,who,directlyandindirectly,havelenttheirhelpinghandinthecompletionoftheprojectwork.

RAHULVERMABATCH(2017-2020)

17GSFC101033

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DECLARATION

I,RAHUL VERMA RollNo.17gsfc101033 studentofSchooloffinance andcommerce,GalgotiasUniversity,GreaterNoida,herebydeclarethattheprojectreporton“COMPARATIVESTUDYOFDETTOLANDLIFEBOUYWITHREFERENCETOSOAPSANDSANITIZERS.”isanoriginalandAuthenticatedworkdonebyme.

Ifurtherdeclarethatithasnotbeensubmittedelsewherebyanyotherpersoninanyoftheinstitutesfortheawardofanydegreeordiploma.

NameandSignatureoftheStudent: RAHULVERMA

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CERTIFICATE

Thisistocertifythattheprojectreport“COMPARATIVESTUDYOFDETTOLANDLIFEBOUYWITHREFERENCETOSOAPSANDSANITIZERS”hasbeenprepared byRAHUL VERMA undermysupervision and guidance.Theprojectreportissubmittedtowardsthepartialfulfillmentof3year,fulltimeBACHALOROFCOMMERCE.

Name&SignatureofFaculty: ASSISTANTPROFESSORMRS.BHAVNASHARMA

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INDEX

S.NO PARTICULARS PAGENO

1 ABSTRACT 6–7

2 INTRODUCTION 7–8

3 HISTORY 9

4 OBJECTIVESOFTHESTUDY 10

5 RESERCHDESIGN 11

6 COMPETITORSSTRATEGY 12

7 CONCEPTOFBRANDINGINGENERALTERM 13–14

8 RESULTANALYSIS 15–32

9 FINDINGS 33

10 SUGGESTIONS 34

11 CONCLUSION 35

12 BIBLIOGRAPHY 36

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ABSTRACTTheIndiansoapsandsanitizermarkethasalargenumberofplayersthatusedifferentappealstoconnectwiththeirconsumers.ThemarketcanbeclassifiedintoabouttendifferentappealssuchasBeauty,Health,Fairness,Herbaletc.

Healthplatform constitutesapproximately23% ofthetotalmarketwhilebeautyconstitutesthemostwith53%.Thestrongholdanddominanceofthebrandsandtheirdistribution,variesacrossregionsandurbanandruralmarket brands are strongly across the market,others have theirstrongholdsinonlysomeoftheregionsofthecountry.

BrandslikeDETTOLANDLIFEBOUYaregivingatoughcompetitiontoeachother.Inthepandemicofcoronavirustomaintainself-hygieneistheneedinthesociety.Inschoolwearetaughttomaintainself-hygienefrom averysmallage.Differentpossiblemodesoftransmissionandthewaystoavoidthem.Notonlyintheschoolbutwearealsotoldbyourparentstokeepourhands clean and maintain hygiene.Centre of Disease ControlandPreventionhasalsosingledoutwashinghandsasthemostimportantwaytofightdifferentkindsofinfections.

Cleaningourhandswithwateristhemostcommonwaytodisinfecthands.Butcleaninghandsonlywithwaterisnotsafeasitdoesnotdisinfectourhands.Therefore differenttypes ofsoaps and sanitizers have beenintroducedtorectifytheriskofgermsandinfections.Bothalcoholbasedandnon-alcoholbasedsanitizersareavailableinthemarketwhichclaimstokill99.9%ofgermsbyjustoneuse.Thehandsanitizersareavailableintheform ofliquid,foam oreasyflowinggelformulations,whichcanbeappliedonpalms.Thenrubtheproductonallthesurfacesofhandsandfingersuntilthehandsaredry.Thisproductiswidelyusedbythedoctors,surgeons,pathologyresearchersandatothervariousplaces.

Theresearchwasundertakentofindouttheusageofsoapsandsanitizersamongtheconsumers.Forthisprojecttherespondentswerefrom DELHINCR.Forthisresearchthescalingtechniqueusedinthisisrankingofvariables.Thequestionnairewaspretestedamongtherespondentsandonthebasisofthoseresponsesthequestionnairewasaltered.

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INTRODUCTION

Dettol–Dettolisoneofthemosttrustedbrandsforhygienicproductsin

India.Dettolcomesfrom thecompanynamedReckittBenckiserLimitedwhichisthefastestconsumergoodsgrowingcompany.CurrentlyDettolhasitsoperationin60countrieswithawidenumberofemployeesaroundtheglobe.ReckittBenckiserownsawiderangeofhouseholdproductsrequiredinthedaytodayfunctioningofvariousworks.

DettolisconsideredasthemosticonicbrandinIndiaandisacceptedbyalargenooffamiliesbecauseitprotectsthem from variousdiseases,illness,andotherharmfulgerms.In2008thebrandcelebrateditsplatinum jubileeandbecauseofitsconsistencyitwasacceptedthatitisthemostpopularandusedbrandthananyotherbrandsinthemarket.Dettolhasalsogaineditstrustfrom millionsofINDIANfamiliesduetoitsapprovalofproductsfrom IndianMedicalAssociation.

Lifebuoy-Lifebuoyisapopularanddistinctivebrandofsoapthatwas

createdbytheLEVERBROTHERSsoapfactoryin1894.Lifebuoybecamethefirstsoapthatusedcarbolicacidwhichgaveitaredcolorandstrongmedicinalscent.Lifebuoyisstillmanufacturedtodayandisoneofpopularbrandsinmanydevelopingcountries.

AssoonastheLeverBrothersbusinessgrewtheybuiltalargerfactoryaswellasanemployeevillageforitsworkersandbeguntheproductionofsoapthusLifebuoywasborn.Andtodayitisoneoftheknownbrandsinthemarket.

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HISTORY

Lifebuoy-In1885WILLIAM HESKETH switchandhissiblingstarteda

littlemanufacturingplantinWarrington,England,wheretheyutilizedpalmandvegetableoilratherthanfattocreatecleanser.Theprincipalcleansertheydeliveredwascalleddaylightsoap,whichwasutilizedessentiallyforfamilycleaning.

Thebrandwentworldwidein1911andstarteddispersingtonations,forexample,theUS,Germany,Switzerland,andCanada.TheuniqueLifebuoycleanserwasmadeintheUKin1987whenthecreationandappropriationwashalted.ThebrandwasshortlyovertakenbyUNILEVERandisunderwaytodaywithitsoperations.

Lifebuoycleanserisasyetdrivingbrandofcleanserinafew countries,worldwide specifically in India and parts ofSouthern Asia.Unileverproducesawidescopeofitemsunderthelifebuoyumbrella,forexample,bodywash,fluidcleanser,andskinbreakoutbattlingarrangements.

Dettol– Thebrandfirststartedinhospitalsover80yearsago,where

Dettolantisepticliquidwasfirstusedforthecleaninganddisinfectionofskinduringsurgicalprocedures.AsatrustedbrandDettolwasalsousedtoprotectmothersfrom illnessafterchildbirth.

DettolwaslaunchedinIndiain1933,andeversincehasbeenthegoldstandardofprotection,Dettolhasbeenthetrustedpartnerofhealth,formillionsofmothersacrossthecountry,toprotecttheirfamilybypreventingillnessesandinfections.

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OBJECTIVESOFTHESTUDY

TostudytheperceptionlevelofconsumerstowardsDettolandLifebuoyantisepticsoapandsanitizer.

TostudytheusagepatternoftheconsumerstowardsDettolandLifebuoysoap.

TohavecomparativestudyofdifferentattributesofsanitizersofDettolandLifebuoy

LITERATUREREVIEW

Thehandplaysanimportantroleintransmissionofinfectiousagentsassuggestedbysemmelweisparticularlywhenpeopleliveinclosecontactwitheachother.Thecontagiousagentscanbespreadthroughcontactinschools,colleges.In closecontacttheinfectiousagentsarenotonlytransferredbyhandstohandbutalsoindirectlybylifelessobjectslikedoorknobs,sittingaroundetc.In2007,astudywasconductedtoreview theeffectivenessofhandsanitizerinreducingtherespiratoryinfections.

Organizationsareusingbrandingasastrategytoolintoday’senvironment.Thetraditionalroleforbrandsisalsoexperiencingrejuvenatedinterest.ItisclearlyvisiblethattheIndianretailsectorconsistsofopportunitieswhichcanbetappednow.Currently,theIndianretailsectorisestimatedasaUS$200 billion industry,of which the organized retail makes up3%.Howeveritisprojectedthatby2020,theorganizedretailsectorwillreachaworthof$23billion.Butatthesametime,itistobekeptinmindthatopportunitiesalsocarrysomechallengesalongwithit.Itisfearedthatthissituationwillresultincommoditization.

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RESEARCHDESIGN

Successofanyformalresearchprojectisasoundresearchdesign.Agoodresearchhascharacteristicslikeproblem satisfaction,researchobjectives,developingtheresearchplan,sourcingdata,collectionofdata,analyzingofdata.

ResearchType:Descriptive

ResearchApproach:Qualitative&Quantitative

Population:DELHINCR

SampleFrame:TwodifferentsoaporsanitizerbuyersinDelhiNCR.

SampleSize:30differentsoaporsanitizerbuyersinDelhiNCR.

DATACOLLECTIONMETHOD1.Primarydatawillbecollectedbystructuredquestionnaire,interview,and

observationmadeduringthevisitonfield.

2. Secondarydatawillbecollectedfrom theliteraturesurveyandinternet.

LIMITATIONSTheonlylimitationinthissurveywasthatIcouldnotconductasurveyonabigscale,duetothetimeconstraint.

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COMPETITORSSTRATEGY

DettolisoneofthemajorcompetitorsofLifebuoy,isthefirstbrandthatcomestomindwhenanyonementionsaboutReckittBenckiser.DettolwaslaunchedinIndiain1933asatreatmentforcutsandwounds.Foralmostfirst50years,Dettolwaspresentonlyasanantisepticliquid.Whileitstarteditsjourneyasanantisepticliquid,ithasbeenextendedtonumberofproductcategoriesliketoiletsoaps,liquidhandwash,liquidbodywash,shaving cream and plasterstrips.Dettol’s segmentation is based onpsychographic,geographic,socio economic and demographic.Due tocontinuousresearchandrepositioning,Dettolsoap’ssharehasgrownto7.7%.WhereasLifebuoywasabletoachieveamarketshareof18%inthebathsoapcategory.

Pointofparity(DettolandLifebuoy) Pointofdifference(Lifebuoy)

Antisepticproduct Focus on health at economicpricingstrategy

Focusonfamilyandquality Strongsupplychainnetwork

Personalcareproduct Lifebuoy's unique formations andanti-bacterialingredientsmakingitdoctorsdefaultpreferenceSpecificallytargetruralmarket

PRICESOFDETTOLANDLIFEBUOY

DETTOL PRICE LIFEBUOY PRICEDettoldeofreshsoap75grm

27 Lifebuoy deofresh75grm

10

Dettol soaporiginal125grm

51 Lifebuoy carebath120grm

15

Dettolskin caresoap75grm

27 Lifebuoy skinguard75grm

15

12

Dettol soaporiginal75grm

32 Lifebuoytotal80grm

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CONCEPTOFBRANDINGINTHEGENERALTERM

Abrandisasymbolcreatedbyamarketertorepresentacollectionofinformationaboutaproductorgroupofproducts.Itcarriesthereputationofaproductorcompany.Theimagewillhenceinfluencetheperceivedworthoftheproductandwillincreasethebrand'svaluetothecustomer,leadingtobrandloyalty.Organizationsdevelopbrandsasawaytoattractand keep customers bypromoting value,image,prestige,orlifestyle.Anotherimportantfeature ofbrand is thatitmay reduce the riskconsumer’sfacewhenbuyingsomethingaboutwhichtheyhavelittleornoknowledge.

HoweverBrandingshouldnotbeconsideredtheanswertoalltheproblemswhichbusinessfacestoday.Therearesubstantialnegativestobrandingthatmustbeconsidered.However,ifbrandingiscarriedoutcorrectly,theadvantagesoutweightheproblems.Agoodbrandwillgivethecustomervalueforthedollarandgiveemployeesthesatisfactionandconfidenceintheirproducts.Strongbrandingcanalsoacceleratemarketawarenessandacceptanceofnewproductsenteringthemarket.Hencefewelementsthatneedtobeconsideredwhileformulatingabrandingstrategyarementioned:Thecurrentpositionofthecompanyanditscompetitorsinthemindsoftheconsumer.

1.Existingperceptionoftheproductcategorybythetargetaudience

2.Competitionfrom thesubstitutesoftheproduct

3.Themostattractiveproductattribute

4.Productdifferentials whetheractualorperceived by the targetaudience

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5.Expectationsofthebuyers

6.Theprogramsandactivitiesinsupportofthecompany,financialconstraintsandbudgetconsideration.

RESULTANALYSIS

1)ONBASISOFGENDER

GENDER NO.OFRESPONDENT

MALE 15

FEMALE 15

TOTAL 30

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HENCETHEREARE

MALE=50%FEMALES=50%

2)AGEGROUP

AGE N0.OFRESPONDENT

15-35 30

35-50 0

50-60 0

ABOVE60 0

TOTAL 30

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HENCETHEREAREALLPERSONSWHOBELONGTO15–35AGEGROUP

3)WHICHSANITIZERDOYOUUSE?

BRAND NO.OFRESPONDENT

DETTOL 22

LIFEBUOY 8

TOTAL 30

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HENCEMORENO.OFPEOPLEPREFERDETTOLSANITIZEROVERLIFEBUOY

4)WHICHSOAPDOYOUUSE?

BRAND NO.OFRESPONDENTS

DETTOL 18

LIFEBUOY 12

TOTAL 30

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HENCE THERE ARE MAJORITY USERS OF DETTOL SOAP,ONLY 40%PEOPLEUSELIFEBUOY.

5)WHICHSANITIZERISMOREHYGIENIC?

BRAND NO.OFRESPONDENT

DETTOL 22

LIFEBUOY 8

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TOTAL 30

HENCEITISCLEARTHAT73%PEOPLEBELIEVETHATDETTOLSANITIZERISMOREHYGIENIC.

6)WHYDOYOUUSEABOVESANITIZER?

DETTOL NO. OFRESPONDENTS

LIFEBUOY NO. OFRESPONDENTS

INFLUENCEFROM

10 INFLUENCEFROM

4

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ADVERTISEMENT ADVERTISEMENT

GERMSPROTECTION

12 GERMSPROTECTION

4

SELFCURE 0 SELFCURE 0

FROM THEABOVEANALYSISITISCLEARTHAT46% PEOPLEUSETHEABOVEBRAND BECAUSEOFADVERTISEMENT AND54% PEOPLEUSETHEIRBRANDOFSANITIZERFORITSGERMPROTECTIONQUALITY.

7)WHICHSANITIZERDOYOUTHINKISMOREECONOMIC?

BRAND NO.OFRESPONDENTS

DETTOL 5

20

LIFEBUOY 25

MAJORITY OFPEOPLE THINK THAT LIFEBUOY SANITIZER ISMOREECONOMICTHANTHATOFDETTOL.

8)WHICHSOAPFRAGRANCEDOYOULIKE?

BRAND NO.OFRESPONDENTS

DETTOL 13

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LIFEBUOY 17

HENCE56% OFPEOPLETEND TO LIKETHEFRAGRANCEOFLIFEBUOY SOAP.WHILE 44% PEOPLE LIKE DETTOL SOAPFRAGRANCE.

9)HOW MANYTIMESDOYOUWASHHANDSINADAY?

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NO.OFTIMES NO.OFRESPONDENT

0–4TIMES 7

5–9TIMES 10

10–14TIMES 13

HENCE43% PEOPLEWASHTHEIRHANDS10–14TIMESINADAY,WHICHISTHEHIGHEST.WHEREAS33%PEOPLEWASHTHEIRHANDS5–9TIMESAND23%PEOPLEWASHTHEIRHANDS0–4TIMES.

10) WILLTHETWOBRANDUSERSSWITCHONEANOTHER

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ONLY22%OFTHECURRENTDETTOLUSERSWOULD LIKETOSWITCH TO LIFEBUOY,WHILE 62%OF THE LIFEBUOY USERSWOULDLIKETOSWITCHTODETTOLINTHEFUTURE.

BRAND TOTALNO.OFUSERS USERSWHOWANTTOSHIFT TO OTHERBRAND

DETTOL 22 5

LIFEBUOY 8 3

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11) WhichBrandOffersMoreOptionsToItsCustomers?

BRAND NO.OFRESPONDENTS

DETTOL 16

LIFEBUOY 14

HENCEITISCLEAR THAT53%PEOPLEAGREETHATDETTOLPROVIDESMOREOPTIONSINSOAPSANDSANITIZERS,WHILE47% BELIEVESTHATLIFEBUOYPROVIDESTHEM WITH MOREOPTIONS

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12) WHICHBRANDDOESMOREADVERTISEMENTS?

BRAND NO,OFRESPONDENTS

DETTOL 20

LIFEBUOY 10

MOST NUMBER OFPEOPLE THINK THAT DETTOLDO MOREADVERTISEMRNTSTHANLIFEBUOY

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13) WHICH BRAND ADVERTISEMENT IS MOREPERSUASIVEOR ATTRACTIVE?

BRAND NO.OFRESPONDENT

DETTOL 18

LIFEBUOY 12

HENCE 60% OF PEOPLE THINK THAT ADVERTISEMENT OFDETTOLAREMOREPERSUASIVEANDATTRACTIVE.

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14) WHICHPRODUCTISEASILYAVAILABLE?

BRAND NO.OFRESPONDENTS

DETTOL 15

LIFEBUOY 15

TOTAL 30

HENCEONTHEBASISOFAVAILABILITYBOTHTHEBRANDSAREEUALLYRATEDBYTHECUSTOMERS.DETTOL=50%LIFEBUOY=50%

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15) WHICH PRODUCT OFFERS BETTER GERMPROTECTION?

BRAND NO.OFRESPONDENTS

DETTOL 16

LIFEBUOY 14

TOTAL 30

HENCE53% PEOPLEBELIEVETHATDETTOLOFFERSBETTERGERM PROTECTIONTOITSUSERS,WHILE47%PEOPLEBELIEVETHATLIFEBUOYOFFERSBETTERGERM PROTECTION.

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16) ARE YOU SATISFIED WITH THE BRAND YOU AREUSING?

BRANDUSERS SATISFIED NOTSATISFIED

DETTOL 22 0

LIFEBUOY 6 2

HENCE 100% OF THE DETTOL USERS ARE SATISFIED WITHTHEIRPRODUCT.WHEREAS75% OFTHELIFEBUOYUSERSARESATISFIEDWITHTHEIRPRODUCTWHILE25%ARENOTSATISFIED.

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17) HOW OFTENDOYOUBUYHANDSANITIZERORSOAPANDHOW MANYDOYOUBUYDURINGEACHPURCHASE?

DURATION NO.OFRESPONDENTS

ONCEINAMONTH 10

TWICEAMONTH 2

AFTEREACHUSE 18

HENCE33%OFTHEPEOPLEBUYSOAPONCEAMONTH,AND7%OFTHEPEOPLEBUYSOAPTWICEINAMONTHBUT60%OF

THEPEOPLEBUYSOAPAFTEREACHUSE

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18) ISHAND HYGIENEREALLYNECESSSARYIN DAYTODAYLIFE?

ISITNECESSARY? NO.OFRESPONDENTS

STRONGLYAGREE 28

AGREE 2

DISAGREE 0

HENCE93% OFTHEPEOPLETHINK THATHAND HYGIENEISREALLY NECESSARY IN DAY TO DAY LIFE,WHILE 7% JUSTAGREETOIt.

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FINDINGS

CUSTOMERSABOUTTHEIRBRANDS:

Itisobservedfrom theanalysisofboththebrandcustomersabouttheirpreferencesofsoapsandsanitizersthatDettolismostusedbrandbyalargeno.ofpeopleandpeoplechooseLifebuoyastheirdefaultpreferenceafterDettol.

Howeverwhenaskedabouttheeconomiccostofboththebrands,83%ofpeoplebelievethatLifebuoyismuchcheaperthanDettol.

MajorityofpeoplefoundthatadvertisementsofDettolarewaymorepersuasiveandattractivethanLifebuoy.

ThefragranceofLifebuoyislikedby56%ofthepeople,While53%ofpeoplethinkthatDettoloffersbettergermsprotectionthanlifebuoy.

Onthebasisofavailabilityboththebrandsareequallyratedbyrespondents.

Wide numberofoptions are provided by Dettolbrand to itscustomersascomparedtoLifebuoy.Also95%ofthepeoplebelievethathandhygieneisreallynecessaryindaytodaylife.

Boththebrandsarerecognizedbypeoplethroughtheiroldandhighlypopulartaglines.

DETTOL–BE100%SURE.LIFEBUOY-AAJLIFEBUOYSENHAYAKYA?

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SUGGESTIONSANDRECOMMENDATIONS

ThisreportgivesacompleteofthehandcleanlinessadvertiseinIndia.Generallytheregularstrategiesincorporatewashinghandswithsoil,debrisandwater,yetthesetechniqueswerenotdemonstratedastheyjustcleanthehandsyettheydidnotsanitizethem.Withinfluencingtimeindividualsbegan utilizing the cleansers forwashing hands,howeverthey wereadditionallynotsterilebecauseoftheincessantcontacting.Inadditionwaslikewiseconfrontingtheflare–upsoftransmittablemaladies,forexample,smallpox,swineflu,Ebolavirusandtheongoingcoronavirus.

Itbecame importantto keep ourwellbeing and cleanliness to beatinfections.Henceforththeneedofhandcleanlinessitems,forexample,fluidhandwash,andsanitizersdevelopedintheadvancedworld.Thehandsanitizerscomesindifferentstructures,forexample,fluidgel,spray,andfoam based.Theyarelikewiseavailableinnon–alcoholbasedornaturalherbalbased forthe individuals who are concious aboutthe unsafesynthetics

IMPLEMENTINGMEASURES

Whiletheworldwidepatternwilldrivethemarket,theendeavorsfrom theIndianGovernment,forexample,SwatchBharatAbhiyan,SwasthaBharatandsoonwillurgetheindividualstoutilizehandcleanlinessitems.TheIndian hand cleanliness advertise is required to arrive at2159 coresconstantlywithin2025enrollinganaggravatedyearlygrowthof9%.

BothDettolandLifebuoywiththecompaniesofRECKITTBENCKISERandHINDUSTANUNILEVERLIMITEDarethetoptwobrandsofhandhygieneinIndiacurrently.

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CONCLUSION

TheresearchofmyprojecthasbeenconductedtoknowthelikingpatternofthetwodifferentproductsofDettolandLifeboy.ItisobservedthatoverallpeoplepreferDettolratherthanLifeboy.Itisconcludedthatmostlypeoplepreferto buyDettolbecauseofitsingredients,packaging andperformance.Keepingourhandsliberatedfrom destructivegerms,microorganismsandinfectionsareoneofthemostsignificantworriesintoday’sconditionaroundus.Dettolliquidhandwashandsanitizeristhemostandspecialistsuggested product,thatisimproved with aconfided in germ securityequation to keep ourhandshygienicfora long period.ItisstronglysuggestedbytheINDIANCLINICALAFFILIATION.

Itisthusconcludedthatmostlypeoplerefertobuybigbackoftheirlongtimeusageproductandsomeofthem goforsimilarsubstitutes.

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BIBLIOGRAPHY

MAGZINE

INTERNET

NEWSPAPER

WIKIPEDIA

QUORA