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A GRAND PROJECT ON : 

A GRAND PROJECT ON Macro Analysis of FMCG Industry & Comparative Analysis of Different Soaps & Detergents Manufacturing Companies to Understand Customer Awareness , Satisfaction &Advertisement effects of particular Brands

INTRODUCTION OF FMCG INDUSTRY : 

INTRODUCTION OF FMCG INDUSTRY DISTINGUISHING CHARACTERISTICS OF THE BUSINESS Law Capital Intensity. High Initial Launch Cost Technology Marketing Drive Market Research Balance sheets Are Misleading Third Party Manufacturing Significant Presence Of Unorganized Sector

Critical Success Factors : 

Critical Success Factors BRAND EQUITY Has distinctive Superior & Consistent quality Satisfies customer needs Provides better value for money than other competing brands DISTRIBUTION NETWORK Availability near the consumer Law unit value products & Frequently purchase

INTRODUCTION TO NIRMA : 

INTRODUCTION TO NIRMA Shri Karsanbhai Patel is typical example of success of Indian entrepreneurship face of stiff competition . Starting as one man operation in 1969 , the brand is today industries third best brand as per ORG MARG survey . Norma's strategy has always been to provide the consumer with “VALUE FOR MONEY” option

NIRMA : PRODUCT PORTFOLIO : 

NIRMA : PRODUCT PORTFOLIO

Market Promotion & Advertising Activities : 

Market Promotion & Advertising Activities

INTRODUCTION TO “HUL” : 

INTRODUCTION TO “HUL” Hindustan Unilever Limited, 51.6 Subsidiary of Unilever Plc , is the largest FMCG co. in the country. The co. business sprawl from Personal & household care Products to foods , beverage , specialty , chemicals &animal Feeds.HUL is the market leader in he detergent & soap industry .

HUL’S DISTRIBUTION NETWORK : 

HUL’S DISTRIBUTION NETWORK

HUL : PRODUCT PORTFILIO : 

HUL : PRODUCT PORTFILIO

INTRODUCTION TO GODREJ : 

INTRODUCTION TO GODREJ Godrej’s Major product line are toilets soaps & Detergent , industrial Chemicals , cosmetics & Men’s toiletries . It has interest in several other business such as real estate, agro produce etc. through its subsidiaries POPULAR SEGMENT : shoodh ganga, Doodh ganga , cinthol, Cinthol Fresh, Godrej NO-1 , Fair GowMID PRICE SEGMENT : Cinthol lime , cinthol Cologne PREMIUM SOAPS : Cinthl ultimate , Evita

GODREJ PRODUCT PORTFOLIO : 

GODREJ PRODUCT PORTFOLIO CINTHOL Godrej all care Cinthol lime fresh Godrej Nikhar Besan Soap Camay

INTRODUCTION TO PROCTER & GAMBLE : 

INTRODUCTION TO PROCTER & GAMBLE P&G has traditionally adopted the high quality , premium pricing policy for it’s product. The indian market is extremaly price sensity & the company has been witnessing immense pressure from competitively priced products of other layouts in both it’ core business.

P&G: PRODUCT PORTFOLIO : 

P&G: PRODUCT PORTFOLIO

INTRODUCTION TO (COLGATE – PALMOLIVE) : 

INTRODUCTION TO (COLGATE – PALMOLIVE) C&P india ltd. Is a 51% subsidiary of C&P co.Itis the market leader in the indian oral care market . The effort to protect & improve Market share has adversely impected the companies profitability.Colgate has not been able to achieve any significant success in expanding it’s non oral care portfolio

C&P PRODUCT PORTFOLIO : 

C&P PRODUCT PORTFOLIO

RESEARCH METHODOLOGY : 

RESEARCH METHODOLOGY METHOD : Questionnaires TARGET GROUP : Customer & retailer CENTRE : Gandhinagar, ahmedaba TARGET MARKET CUSTOMER : 50 RETAILER : 50 SAMPLING METHOD:Simple random sampling TIME PERIOD: 5 Months -2Months for data collection-2 Months Questionnaires feeling – 1 Months for analysis & Interpretation of Questionnaire .

REVIEW OF THE INDUSTRY : 

The soaps &detergents industry is characterized by a number of small scale manufacturers at one end of the spectrum and large MNC’S at the other end. India, as evident from pie chart, the detergents market is dominated by market leader nirma and hindustan unillever. The market for soaps &detergents has increased manifold with changing lifestyles, growing purchsing power, and increased awareness about personal hygiene, responsiveness of the consumer to brands offering superior value and the spread of audio –visual media. REVIEW OF THE INDUSTRY

The fabric wash industry is divided into laundry soaps,syntetic detergent cakes & powder. the total production of syntetic detergents, cakes & bars in 1996 as per the indian soap & toiletries makers association, mumbai (ISTMA) was 2.2 million tones, in which nirma was the undisputed leaders with a 35 volume based share of the market . : 

The fabric wash industry is divided into laundry soaps,syntetic detergent cakes & powder. the total production of syntetic detergents, cakes & bars in 1996 as per the indian soap & toiletries makers association, mumbai (ISTMA) was 2.2 million tones, in which nirma was the undisputed leaders with a 35 volume based share of the market . Fabric wash industry in india is characterized by low per capita consumption and substantial potential in rural markets. Per capita consumption of fabric wash products in india is just 3.2 K g, which is very low compared to develop and some developing countries.

SOAPS : 

SOAPS Metro : control and lux Urban : lifebuoy and liril Rural : lux There is a big shift towards popularity of brands in this category. All the brands scores higher here when compared to the urban scores hindustan lever’s lifebuoy is the strongest brands.

WASHING PRODUCTS : 

WASHING PRODUCTS Metro: Ariel and nirma Urban: rin and surf Rural: vim and wheel A similar movement towards rural india is also seen in this product category with three of the brands scoring higher then in urban indian. The highest –ranked detergent procter Gamble’s Ariel, however,is stronger in the latter.the lowest score achieved in the rural regions is by vim.

RESEARCH FINDINGSWhile making an analysis, primary data represents a true and correct picture of the subject to be studied as compared to the secondary data, which is second hand and has become obsolete. So to know about the current situation in the market and the actual facts, collection and analysis of primary data is of great importance. We have presented the research findings on the basis of the primary data collected through questionnaires by a survey done of both customers and retailers. These findings are presented in the subsequent pages in the format shown below: : 

RESEARCH FINDINGSWhile making an analysis, primary data represents a true and correct picture of the subject to be studied as compared to the secondary data, which is second hand and has become obsolete. So to know about the current situation in the market and the actual facts, collection and analysis of primary data is of great importance. We have presented the research findings on the basis of the primary data collected through questionnaires by a survey done of both customers and retailers. These findings are presented in the subsequent pages in the format shown below: CUSTOMERS Gender Age Income Graph [Bar Chart] Explanation: Usage Period Awareness Through Which Media Feature Preferences Satisfaction Level Agreement To Trust On Television (TV) As A Media For Advertising Reasons For Switching Brands RETAILERS Agreement Level (Gender-wise) Frequency of Orders from the Distributors Discount Facility Given by Distributors to Retailers Credit Facility Given by Distributors to Retailers Discount Facility Given by Retailers to Customers Credit Facility Given by the Retailers to Customers NOTE: The abbreviations used in the graphs denote the following: BS - Bathing Soap DC - Detergent Cake DP - Detergent Powder

Gender : Male Age : 35-50Income : Above 17000 : 

Gender : Male Age : 35-50Income : Above 17000 EXPLANATION: USAGE PERIOD: Bathing soap : 25 of customer were using bathing soaps from 1-6 months and the remaining 75 of customer were using from 6-12 months. Detergent cake: all customers were using detergent cake from more than 3 years. Detergent powder: all customers were using detergent powder from more than 3 years. SATISFACTION LEVEL: Bathing soap: 75 of the customers using bathing soap were neither satisfied nor dissatisfied and remaining 25 were dissatisfied. Detergent cake: 25 of the customers using detergent cake were highly satisfied and the remaining 75 were neither satisfied nor dissatisfied. Detergent powder: all the customers using detergent powder were neither satisfied nor dissatisfied. RESEARCH FINDINGS (CUSTOMERS)

Gender : maleAge :25-35Income :12000-17000 : 

Gender : maleAge :25-35Income :12000-17000 EXPLANATION: 1) USAGE PERIOD: Bathing soap: All the customer were using bathing soap from more than 3 years. Detergent cake: All the customer were using detergent cake from more than 3 years. Detergent powder : All the customer were using detergent powder from more 3 years . 2) SATISFACTION LEVEL: Bathing soap: 17 of the customers using bathing soap were highly satisfied,50 were neither satisfied nor dissatisfied and remaining 33 were dissatisfied. Detergent cake: 17of the customers using detergent cake were highly satisfied , 50 were neither satisfied nor dissatisfied and the remaining 33 were dissatisfied. Detergent powder: 17of the customers using detergent powder were highly satisfied , 50 were neither satisfied nor dissatisfied and the remaining 33 were dissatisfied.

Gender : FemaleAge :19-25Income :7000-12000 : 

Gender : FemaleAge :19-25Income :7000-12000 EXPLANATION: 1) USAGE PERIOD: Bathing soap: 33 of the customer were using bathing soap from 6-12 months, 33 from 1-3 years and the remaining 34 from more than 3 years. Detergent cake: 33 of the customer were using detergent cake from 6-12 months and remaining 67 from more than 3 years. Detergent powder : 33 of the customer were using detergent powder from 6-12 months and the remaining 67 from more than 3 years. 2) SATISFACTION LEVEL: Bathing soap: 33 the customers using bathing soap were highly satisfied and the remaining 67 were satisfied . Detergent cake: 33 the customers using detergent cake were highly satisfied and the remaining 67 were satisfied. Detergent powder: 33 the customers using detergent powder were highly satisfied and the remaining 67 were satisfied .

Gender : MaleAge :25-35Income :7000-12000 : 

Gender : MaleAge :25-35Income :7000-12000 EXPLANATION: 1) USAGE PERIOD: Bathing soap: 20 of the customer were using bathing soap from1-6 months, 20 from 6-12 months ,20 from 1-3 and the remaining 40 from more than 3 years. Detergent cake: 20of the customer were using detergent cake from 1-6 months, 20 from 6-12 months,20 from 1-3 years and remaining 40 from more than 3 years. Detergent powder : 20 of the customer were using detergent powder from 1- 6 months,20 from 6-12 months,20 from 1-3 years and the remaining 40 from more than 3 years. 2) SATISFACTION LEVEL: Bathing soap: All the customers using bathing soap were satisfied. Detergent cake: 20 the customers using detergent cake were satisfied,40 were neither satisfied nor dissatisfied and the remaining 20 were dissatisfied. Detergent powder: 20 of the customers using detergent powder were highly satisfied,40 were neither satisfied nor dissatisfied and the remaining 20 were dissatisfied .

Gender : FemaleAge : 25-35Income : 7000-12000 : 

Gender : FemaleAge : 25-35Income : 7000-12000 EXPLANATION: 1) USAGE PERIOD: Bathing soap: 29 of the customer were using bathing soap from1 month, 14 from1- 6months ,43 from 1-3 years and the remaining 14 from more than 3 years. Detergent cake: 29 of the customer were using detergent cake from 1-6 months, 14 from 6-12 months,14 from 1-3 years and remaining 14 from more than 3 years. Detergent powder : 29 of the customer were using detergent powder from 1- 6 months,14 from 6-12 months,14 from 1-3 years and the remaining 14 from more than 3 years. 2) SATISFACTION LEVEL: Bathing soap:29 of the customers using bathing soap were highly satisfied and the remaining 71 were satisfied. Detergent cake: 29 the customers using detergent cake were highly satisfied and the remaining 71 were satisfied .Detergent powder: 29 of the customers using detergent powder were highly satisfied and the remaining 71 were satisfied.

Gender : FemaleAge : Above 50Income : 7000-12000 : 

Gender : FemaleAge : Above 50Income : 7000-12000 EXPLANATION: 1) USAGE PERIOD: Bathing soap: 50 of the customer were using bathing soap from1 week and the remaining 50 from 1-3 years. Detergent cake: 50 of the customer were using detergent cake from 1-3 years and remaining 50 from more than 3 years. Detergent powder : 50 of the customer were using detergent powder from 1- 3 years and the remaining 50 from more than 3 years. 2) SATISFACTION LEVEL: Bathing soap:50 of the customers using bathing soap were highly satisfied and the remaining 50 were neither satisfied nor dissatisfied. Detergent cake: 50 of the customers using detergent cake were highly satisfied and the remaining 50 were neither satisfied nor dissatisfied. Detergent powder: 50 of the customers using detergent powder were highly satisfied and the remaining 50 were neither satisfied nor dissatisfied.

Gender : FemaleAge : 14-19 Income : Less than 7000 : 

Gender : FemaleAge : 14-19 Income : Less than 7000 EXPLANATION: 1) USAGE PERIOD: Bathing soap: 20 of the customer were using bathing soap from1-6 months, 60 of the customers were using from 1-3 years and the remaining 20 of customers were using from more than 3 years Detergent cake: 60 of the customer were using detergent cake from 1-3 years and remaining 40 were using from more than 3 years .Detergent powder : 60 of the customer were using detergent powder from 1- 3 years and the remaining 40 were using from more than 3 years. 2) SATISFACTION LEVEL: Bathing soap:80 of the customers using bathing soap were neither satisfied nor dissatisfied and the remaining 20 were dissatisfied. Detergent cake: 80 of the customers using detergent cake were neither satisfied nor dissatisfied and the remaining 20were dissatisfied. Detergent powder: 80 of the customers using detergent powder were neither satisfied nor dissatisfied and the remaining 20 were dissatisfied

Gender : MaleAge : 35-50Income : Less than 7000 : 

Gender : MaleAge : 35-50Income : Less than 7000 EXPLANATION: 1) USAGE PERIOD: Bathing soap: all the customer were using bathing soap from1-3 years . Detergent cake: all the customer were using detergent cake from 1-3 years. Detergent powder : all the customer were using detergent powder from 1- 3 years. 2) SATISFACTION LEVEL: Bathing soap: all the customers using bathing soap were neither satisfied nor dissatisfied . Detergent cake: all the customers using detergent cake were neither satisfied nor dissatisfied. Detergent powder: all the customers using detergent powder were neither satisfied nor dissatisfied.

RESEARCH FINDINGS (RETAILERS)AGREEMENT LEVEL (GENDERWISE) : 

RESEARCH FINDINGS (RETAILERS)AGREEMENT LEVEL (GENDERWISE) EXPLANATION: 1) Bathing soap: 40 of the retailers agreed that that mostly females come to buy this product,40 strongly agreed ,18 neither agreed nor disagreed andthe remaining 2 disagreed. 2) Detergent cake: 35 of the retailers agreed that mostly come to buy this product, 42 strongly agreed, 14 neither agreed nor disagreed ,2 disagreed and the remaining 7 strongly disagreed. 3) Detergent powder : 31 of the retailers agreed the mostly females come to buy this product, 44 strongly agreed, 18 neither agreed nor disagreed , 3 disagreed and the remaining 4 strongly disagreed.

FREQUENCY OF ORDERS FROM THE DISTRIBUTORS : 

FREQUENCY OF ORDERS FROM THE DISTRIBUTORS EXPLANATION: 1) Bathing soap: 7 of the retailers order their stock from the distributors, daily, 55 order weekly 19 order fortnightly and the remaining 19 order monthly. 2) Detergent cake: 4 of the retailers order their stock from the distributors, daily, 53 order weekly, 28 order fortnightly and the remaining 15 order monthly . 3) Detergent powder : 7 of the retailers order their stock from the distributors, daily, 60 order weekly, 19 order fortnightly and the remaining 14 order monthly .

DISCOUNT FACILITY GIVEN BY DISTRIBUTORS TO RETAILERS : 

DISCOUNT FACILITY GIVEN BY DISTRIBUTORS TO RETAILERS EXPLANATION: 1) Bathing soap: 88 of the retailers got 0-2 of discount from the distributors and the remaining 12 got 2-5 of discount . 2) Detergent cake: 80 of the retailers got 0-2 of discount from the distributors and the remaining 20 got 2-5 of discount . 3) Detergent powder : 80 of the retailers got 0-2 of discount from the distributors and the remaining 20 got 2-5 of discount .

CREDIT FACILTY GIVEN BY DISTRIBUTORS TO RETAILERS : 

CREDIT FACILTY GIVEN BY DISTRIBUTORS TO RETAILERS EXPLANATION: 1) Bathing soap: 83 of the retailers got credit facility from the distributors for 1-7 days , 5 got for 7-15 days and the remaining 12 got no credit facility. 2) Detergent cake: 53 of the retailers got credit facility from the distributors for 1-7 days ,14 got for 7-15 days and the remaining 33 got no credit facility. 3) Detergent powder : 53 of the retailers got credit facility from the distributors for 1-7 days ,14 got for 7-15 days and the remaining 33 got no credit facility.

DISCOUNT FACILITY GIVEN BY RETAILERS TO CUSTOMERS : 

DISCOUNT FACILITY GIVEN BY RETAILERS TO CUSTOMERS EXPLANATION: 1) Bathing soap: 38 of the retailers gave 0-5 of discount of to the customers, 12 gave 5-10 of discount and the remaining 50 gave no discount faclity. 2) Detergent cake: 33 of the retailers gave 0-5 of discount of to the customers, 11 gave 5-10 of discount and the remaining 56 gave no discount faclity. 3) Detergent powder : 33 of the retailers gave 0-5 of discount of to the customers, 11 gave 5-10 of discount and the remaining 56 gave no discount faclity.

CREDIT FACILITY GIVEN BY RETAILERS TO CUSTOMERS : 

CREDIT FACILITY GIVEN BY RETAILERS TO CUSTOMERS EXPLANATION: 1) Bathing soap: 6 of the retailers gave credit facility to the customer for 1-5 days, 6 for 5-15 days, 25 for 15-30 days, 44 for 1-2 months and the remaining 19 gave no credit facility. 2 ) Detergent cake : 6 of the retailers gave credit facility to the customer for 1-5 days, 6 for 5-15 days, 25 for 15-30 days, 44 for 1-2 months and the remaining 19 gave no credit facility. 3) Detergent powder : 6 of the retailers gave credit facility to the customer for 1-5 days, 6 for 5-15 days, , 25 for 15-30 days, 44 for 1-2 months and the remaining 19 gave no credit facility.

CONCLUSIONAt this stage where we are at the verge of completing our research report we have found some crucial facts from the research conducted by us, which are presented as follows: : 

CONCLUSIONAt this stage where we are at the verge of completing our research report we have found some crucial facts from the research conducted by us, which are presented as follows: CUSTOMER ANALYSIS: Considering all the products selected by us (bathing soaps, detergent cake & detergent powder), people having income less than 7000 mostly preferred the products of Nirma. Considering bathing soaps, people having income between 7000-12000 mostly preferred the products of Nirma, HUL & Godrej alternatively and considering detergent cake and powder, people mostly preferred the products of Nirma and HUL. Considering bathing soaps, people having income between 12000-17000 and above 17000 mostly preferred the products of HUL and Godrej and considering detergent cake and powder, people mostly preferred the products of HUL and P&G. (It was found that under this income bracket, detergent cake and powder of Nirma was being used for other household purposes) RETAILER ANALYSIS: Considering all the products, it was found that mostly females used to come to buy these products. Retailers mostly ordered their stocks from the distributors on weekly basis. Retailers got the discount facilities from the distributors upto 2% and only 35% of the retailers gave discount facilities to the customer’s upto 5%. Retailers got the credit facilities from the distributors from 1-7 days and 44% of the retailers gave credit facilities to the customers from 1-2 months. From the above analysis, we can conclude that the products of Nirma were preferred mostly by the lower segment and those of HLL and Godrej were preferred mostly by the middle segment and those of HLL, Godrej and P&G by the upper segment. Thus, it is found that HLL and Nirma are the market leaders in the fabric care industry and others are trying to compete with them by adopting various promotion tactics