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A Presentation on
Presented By:-Jeetesh KumarAbinash Kumar
Tarun Singh
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Soap Fact
Soap is the major consumable FMCG product in the Indian
market as well as the international market . Penetration of toilet soaps is high at 88.6%. However per capita
consumption levels remain low India's per capita consumption of
soap at 460 gms per annum is lower than that of Brazil at 1,100
gms per annum. 80% of the raw materials used in soap are oils. Since animal fats
are banned in India, Indian soap manufacturers are forced to use
vegetable fats and hence settle for a poorer quality of soap.
Soaps are available in 5 million retail outlets in India, 3.75 m of which are in the rural areas. Therefore availability of these
products is not a problem. 75% of India's population is in the rural
areas; hence about 50% of the soaps are sold in the rural markets.
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Objective Of the Research
The survey was conducted in order to find
consumer behavior towards Soap and
consecutively find out the market dynamics in
this segment. We also tried to find the existing
players and suggest probable strategies to
compete.
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Types of Soaps
Beauty Soap
Antiseptic Soap
Medicated Soap
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Top Soap Brands in India
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Top market players
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Problem Formulation
The Indian soap market is ruled by three majorgiants; Hindustan Unilever Limited, Godrej andNirma. These three companies alone account for88% of the total market share in India. H.U.L. withits brands like Lux and Lifebuoy has dominatedthe Indian lather industry since the last fewdecades. and thus it is enjoying a kind ofmonopoly in such competitive market. To
understand the consumer behavior regarding Soapand to come up with some effective strategies forthe other weaker players in order to help them andto create a healthy competitive market.
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Methodology
Sampling method:- Stratified(60 samples)
Dependent Variables:-
Consumption of Soap
INDEPENDENT VARIABLE:priceQuantityQualityAvailability of productSales Promotion
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Data Analysis
Which kind of soap do you use?
0
5
10
15
20
25
30
Beauty Antiseptic Ayurvedic
30
22
8
Soap
Soap
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Which brand of Soap do u use?
02
4
6
8
10
12
1413
8 8
1
2
0
Beauty Soap
Beauty Soap
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Which brand of Soap do u use?
0
2
4
6
8
10
12 11
3
5
1
Antiseptic Soap
Antiseptic Soap
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Which brand of Soap do u use?
00.5
1
1.5
2
2.5
33.5
4
3
1
4
0
Ayurvedic Soap
Ayurvedic Soap
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Why do u prefer this brand?
0
5
10
15
20
25
30
11 12
8
27
2
Preference
Preference
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How many soap do u use in a month?
0
5
10
15
20
25
30
35
Three Five Seven Specify
33
19
62
Uses
Uses
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How did you come to know about this
brand?
0
5
10
15
20
25
3035
40
45
T.V newspaper Magazine Word of
mouth
Other
41
3 5
7
4
Mediam
Mediam
Wh t ki d f h t i
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What kind of changes you want in your
favorite soap?
0
2
4
6
8
10
12
1416
18
20
Packeging Fragrance Quality Price Others
7
2019
14
0
Changes
Changes
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Is your soap affordable?
0
5
10
15
20
25
30
35
40
High Optimum Low
22
37
1
Affordability
Affordability
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Are you satisfied with the brand
soap?
0
5
10
15
20
2530
35
Highly Satisfied Satisfied Unsatisfied
25
33
2
Satisfaction
Satisfaction
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How often do you change your brand
soap?
0
5
10
15
20
25
Weekly Monthly Half Yearly Yearly
2
25
21
12
Changes
Changes
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If your brand soap is not available
then will you go for another brand?
0
10
20
30
40
50
60
Yes No
52
8
Brand Switch
Brand Switch
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Gender?
0
5
10
15
20
25
30
3540
45
50
Male Female
47
13
Gender
Gender
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Location?
0
2
4
6
8
10
12
1416
18
20
LIG HIG MIG
20 20 20
Location
Location
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Age?
0
5
10
15
20
25
Below 15 15-30 30-50 Above 50
2
25
21
12
Age
Age
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Conclusion.
Most of the higher class consumers use Pears, Dove etc type ofsoap which has higher price in comparison with other brand soap. Middle class consumers prefer Lux, Dettol, and Hamam etc which
is Optimum level of price. Low level class mostly uses Medimex,Lifebuoy etc which is price around Rs.10-20/-.
Any class of consumer chooses their soap according to theirsuitability. Many consumer uses according to doctors advice.Consumers also purchase branded soap because their favoritecelebrity represents the product. People aware about the productfrom the median like T.V., Newspapers, Magazines, Word ofmouth People satisfied with their product so they use it for longduration; if they are not satisfied with the particular product thenthey want changes like Fragnance, Packaging, Quality, Price etc.
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Findings.
Market share of HUL is found to be highest.
In order to expand their business other weaker
brands(ITC,GODREJ,P&G) should more concentrateon their promotional strategies.
They should come up with new pricing strategies in
order to make the market healthy & competitive forthe existing players.
They should develope their product (R&D) to gainmore business.
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