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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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0

2

4

6

8

10

12 11

3

5

1

Antiseptic Soap

Antiseptic Soap


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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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