Santosh Maurya Final Report

A THESIS ON A STUDY OF ACCEPTANCE CRITERIA OF NEW PRODUCTS WITH SPECIAL REFERENCE OF DETERGENT POWDER IN KANPUR .

A report submitted in the partial fulfillment of The requirements of THE MBA PROGRAM (THE CLASS OF 2010)

Under the guidance of Mr. V.N. Chaudhary (Faculty guide) BY SANTOSH KUMAR MAURYA MBA (3rd sem) Roll no.8NBKR035 University id

PREFACE

A project provides the most natural condition under which students can learn and get success in solving the problems of their day-to-day activities. It helps a student to learn, to improvise, to intent, to experiment, to find knowledge in all possible ways and to translate that knowledge into action. It is a scientific method of imparting knowledge based on principles of practical experiences and creative activities. With the growth of rapid industrialization, the need of management is felt everywhere. Management, in the modern times primarily means handling men, machine, money and material in the most optimum manner. To introduce this practical aspect of management education a Project Research Report is obligatory requirement for the partial fulfillment of M.B.A. degree at ICFAI National college Kanpur. Our project was “A study on the market share of Airtel market share in Kanpur”.

ACKNOWLEDGEMENT

At the very out set, I would like to express my deep sense of gratitude to Mr. V.N. Choudhary, was kind enough to help me and by his continuous guidance I could gather versatile information and knowledge about different aspects of the project. I am also grateful to him as he has always been a source of strength and motivation for all of us.

I would like to express my deep gratitude to Mr. Choudhary who provided me with the opportunity to undergo the summer training in the organization of such high repute, and guided us at every step. I would also like to thank my faculty members, friends and family members for all their unconditional support.

(SANTOSH KUMAR MAURYA) MBA III Semester University ID.

TABLE OF CONTENT 1. 2. 3. 4. 5. 6. 7. 8. 9.

PREFACE ACKNOWLEDGEMENT SOAP & DETERGENT INDUSTRY PROFILE COMPANY PROFILE PRODUCT PROFILE INTRODUCTION TO TOPIC RESEARCH – AN OVERVIEW RESEARCH METHODOLOGY ANALYSIS & INTERPRETATION OF DATA.

FINDINGS 11. SUGGESTIONS 12. LIMITATIONS OF STUDY 13. SWOT ANALYSIS 14. CONCLUSION 15. QUESTIONNAIRE 10.

INDUSTRY PROFILE The soap and detergent manufacturing industry includes about 700 companies with combined annual revenue of $17 billion. Major companies in the consumer sector include divisions of Procter & Gamble (P&G); Unilever; and Dial. Major companies in the commercial sector include divisions of Ecolab and US Chemical. The industry is highly concentrated: the top 50 companies hold almost 90 percent of the market. Competitive Landscape Population growth, particularly households with children, drives demand in the consumer sector, while economic growth drives demand in the commercial sector. The profitability of individual companies depends on efficient operations and effective sales and marketing. Large companies have scale advantages in purchasing, manufacturing, distribution, and marketing. Small companies can compete effectively by offering specialized products, providing superior customer service, or serving a local market. The industry is capital-intensive: average annual revenue per worker is over $700,000. The industry is about evenly split

between the consumer and commercial segments. Both segments are highly competitive, with large companies spending millions to maintain market share.

Products, Operations & Technology Major products include laundry detergent, soap, dishwashing detergent, and toothpaste. Laundry detergent accounts for 40 percent of industry revenue, soap for 20 percent, and dishwashing detergent for 15 percent. Raw materials include surfactants, solvents, phosphates, silicates, alkalis, salts, and perfumes. Suppliers include major chemical manufacturers like Shell Chemical and Dow. P&G has a separate business unit that manufactures key chemicals as part of a global supply network. Packaging is about 20 percent of product costs, and includes bags, boxes, bottles, tubes, and labels. Companies may rely on or provide third-party contract manufacturing services. Large companies may own multiple plants, including many facilities outside the US. Soap and detergent manufacturing is highly automated, and involves significant capital investment in plants and equipment. Computers control production equipment and inventory management. Many companies use electronic data interchange (EDI) to optimize the purchasing process. Due to the high level of automation, the average plant has fewer than 20 employees.

R&D involves creating, testing, and improving product formulation, and evaluating environmental compatibility. Technological advances have reduced the amount of product needed, thereby reducing the amount of packaging. Micro encapsulation technology allows manufacturers to deliver unstable ingredients, like vitamin C, through soap to the skin. Manufacturers also test new enzymes and bleaches that improve the efficacy of products.

History of detergent and soap industry The origins of personal cleanliness date back to prehistoric times. Since water is essential for life, the earliest people lived near water and knew something about its cleansing properties - at least that it rinsed mud off their hands. A soap-like material found in clay cylinders during the excavation of ancient Babylon is evidence that soapmaking was known as early as 2800 B.C. Inscriptions on the cylinders say that fats were boiled with ashes, which is a method of making soap, but do not refer to the purpose of the "soap." Such materials were later used as hair styling aids.

Records show that ancient Egyptians bathed regularly. The Ebers Papyrus, a medical document from about 1500 B.C., describes combining animal and vegetable oils with alkaline salts to form a soap-like material used for treating skin diseases, as well as for washing.

At about the same time, Moses gave the Israelites detailed laws governing personal cleanliness. He also related cleanliness to health and religious purification. Biblical accounts suggest that the Israelites knew that mixing ashes and oil produced a kind of hair gel.

The early Greeks bathed for aesthetic reasons and apparently did not use soap. Instead, they cleaned their bodies with blocks of clay, sand, pumice and ashes, then anointed themselves with oil, and scraped off the oil and dirt with a metal instrument known as a strigil. They also used oil with ashes. Clothes were washed without soap in streams.

Soap got its name, according to an ancient Roman legend, from Mount Sapo, where animals were sacrificed. Rain washed a mixture of melted animal fat, or tallow, and wood ashes down into the clay

soil along the Tiber River. Women found that this clay mixture made their wash cleaner with much less effort. The ancient Germans and Gauls are also credited with discovering a substance called soap, made of tallow and ashes, that they used to tint their hair red. As Roman civilization advanced, so did bathing. The first of the famous Roman baths, supplied with water from their aqueducts, was built about 312 B.C. The baths were luxurious, and bathing became very popular. By the second century A.D., the Greek physician, Galen, recommended soap for both medicinal and cleansing purposes.

After the fall of Rome in 467 A.D. and the resulting decline in bathing habits, much of Europe felt the impact of filth upon public health. This lack of personal cleanliness and related unsanitary living conditions contributed heavily to the great plagues of the Middle Ages, and especially to the Black Death of the 14th century. It wasn't until the 17th century that cleanliness and bathing started to come back into fashion in much of Europe. Still there were areas of the medieval world where personal cleanliness remained important. Daily bathing was a common custom in Japan during the

Middle Ages. And in Iceland, pools warmed with water from hot springs were popular gathering places on Saturday evenings.

Soapmaking was an established craft in Europe by the seventh century. Soapmaker guilds guarded their trade secrets closely. Vegetable and animal oils were used with ashes of plants, along with fragrance. Gradually more varieties of soap became available for shaving and shampooing, as well as bathing and laundering. Italy, Spain and France were early centers of soap manufacturing, due to their ready supply of raw materials such as oil from olive trees. The English began making soap during the 12th century. The soap business was so good that in 1622, King James I granted a monopoly to a soapmaker for $100,000 a year. Well into the 19th century, soap was heavily taxed as a luxury item in several countries. When the high tax was removed, soap became available to ordinary people, and cleanliness standards improved.

Commercial soapmaking in the American colonies began in 1608 with the arrival of several soapmakers on the second ship from England to reach Jamestown, VA. However, for many years, soapmaking stayed essentially a household chore. Eventually, professional soapmakers began regularly collecting waste fats from households, in exchange for some soap.

A major step toward large-scale commercial soapmaking occurred in 1791 when a French chemist, Nicholas Leblanc, patented a process for making soda ash, or sodium carbonate, from common salt. Soda ash is the alkali obtained from ashes that combines with fat to form soap. The Leblanc process yielded quantities of good quality, inexpensive soda ash.

The science of modern soapmaking was bom some 20 years later with the discovery by Michel Eugene Chevreul, another French chemist, of the chemical nature and relationship of fats, glycerine and fatty acids. His studies established the basis for both fat and soap chemistry.

Also important to the advancement of soap technology was the mid1800s invention by the Belgian chemist, Ernest Solvay, of the ammonia process, which also used common table salt, or sodium chloride, to make soda ash. Solvay's process further reduced the cost of obtaining this alkali, and increased both the quality and quantity of the soda ash available for manufacturing soap. These scientific discoveries, together with the development of power to operate factories, made soapmaking one of America's fastestgrowing industries by 1850. At the same time, its broad availability

changed soap from a luxury item to an everyday necessity. With this widespread use came the development of milder soaps for bathing and soaps for use in the washing machines that were available to consumers by the turn of the century.

The chemistry of soap manufacturing stayed essentially the same until 1916, when the first synthetic detergent was developed in Germany in response to a World War I-related shortage of fats for making soap. Known today simply as detergents, synthetic detergents are non-soap washing and cleaning products that are "synthesized" or put together chemically from a variety of raw materials. The discovery of detergents was also driven by the need for a cleaning agent that, unlike soap, would not combine with the mineral salts in water to form an insoluble substance known as soap curd.

Household detergent production in the United States began in the early 1930s, but did not really take off until after World War II. The war-time interruption of fat and oil supplies as well as the military's need for a cleaning agent that would work in mineral-rich sea water and in cold water had further stimulated research on detergents. The first detergents were used chiefly for hand dishwashing and fine fabric laundering. The breakthrough in the development of

detergents for all-purpose laundry uses came in 1946, when the first "built" detergent (containing a surfactant/builder combination) was introduced in the U.S. The surfactant is a detergent product's basic cleaning ingredient, while the builder helps the surfactant to work more efficiently. Phosphate compounds used as builders in these detergents vastly improved performance, making them suitable for cleaning heavily soiled laundry. By 1953, sales of detergents in this country had surpassed those of soap. Now detergents have all but replaced soap-based products for laundering, dishwashing and household cleaning. Detergents (alone or in combination with soap) are also found in many of the bars and liquids used for personal cleansing. Since those early achievements in detergent and builder chemistry, new product activity has continued to focus on developing cleaning products that are efficient and easy to use, as well as safe for consumers and for the environment

Liquid Detergent

When detergent is mentioned, the cake, bar or powder usually comes to mind. For small manufacturers, the best advice on making liquid detergents is to purchase an intermediate dodecyl benzene sulphonic acid (DDBSA) better known as acid slurry from primary producers. Liquid detergents, which actually proceeded powders, are used mainly for fine wash and dish washing. It can undoubtedly be said that liquid detergents are an important part of today’s cleanser markets of developed countries. In India, liquid detergent is still under development stage, except that is used in large quantities in textile mills for wet processing for textile goods. There are few organized and many unorganized sectors engaged in the manufacturing of liquid detergent. It has got good market over solid detergent. So it can be concluded that few entrepreneurs may enter in this fields. Plant capacity: 400 Kgs/Day

Plant & machinery: Rs. 14.60 Lakhs

Working capital: Rs. 16.53 Lakhs Return: 26.03%

T.C.I: Rs. 60.64 Lakhs Break even: 60.43%

Information •

One Lac / Lakh / Lakhs is equivalent to one hundred thousand (100,000)

•

One Crore is equivalent to ten million (10,000,000)

•

T.C.I is Total Capital Investment.

Soap Coated Paper This product is handy and cheap and has versatile application. It is useful during traveling as one can carry in his pocket and after use it can be discarded. Being a hand and portable item, its popularity is grate and as it is cheap, common man can afford it. There are a limited number of manufacturers producing this product and there be greater through proper advertisement. Hence its market potential is prosperous and a new entrepreneur can go in for this trade as it has great scope for a bright future. Plant & machinery: Rs. 3.60 Plant capacity: 90 Kgs /Day Lakhs Working capital: Rs. 6.11 Lakhs T.C.I: Rs. 18.20 Lakhs Return: 40.83%

Information

Break even: 53.47%

•

One Lac / Lakh / Lakhs is equivalent to one hundred thousand (100,000).

•

One Crore is equivalent to ten million (10,000,000).

•

T.C.I is Total Capital Investment.

INTRODUCTION OF TOPIC New product acceptance process has generally focused on the consumer and ways to incorporate their preferences in developing new products. As with any new product launch or line extension, it is critical during the early stages to monitor product acceptance amongst consumers. The purpose of research is to discover answers questions through the application of scientific procedures. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. €Through each research study has its own specific purpose, we may think of research objectives as falling in to a number of following broad grouping. It is important for marketers not only to understand who is purchasing the product, but equally, the extent to which consumer perceptions impact actual consumer purchase dynamics. As marketers, there are many factors we need to consider when evaluating new product

There are many new products launch in Kanpur, but some products are failed and some products are success. In Kanpur there are so much factories and industries they produce many types of products. Suppose a company introduce his new product detergent powder in the city. We are study according to consumer When any products are accepected by consumer, those products have certain features. According to consumer they want many features in his products. Just like color of product, advertisement of products, price of products, packing of products, no chemical side effects of human body, eco-friendly, and availability in the market.

Here we describe the product according to consumer. Advertisement:-Advertisement creates awareness, interest and desire for product and services in customers to buy them. Advertisement helps in changing the customer’s perceptions. The consumers want to use famous product. Color:-Color of product is also important. Price: - The pricing of product in a market is depending on the type of competition existing in it. Price is main factor to success of any product. If price is high according to product then costumer is not more interested.

Packing:-Packaging is the process of developing of design and a container for a

product. Packing is direct effect on costumer, if

packing is attractive then it influence to the costumer. Availability in market:-Consumer wants those product which are easily available in market. If consumer want product those are not easily available in market then consumer may be shift to another product. Product:-the product should be eco friendly. Product should also be a flexible in sizes. Product should be reach in every person. Promotion: When any product launch by company then company should give the promotion by monetary term or other term. This topic is very useful for me because it is a research topic. In this topic I will collect the primary dada from the direct consumer and after then I will analysis data with appropriate method.

REARCH AND OVERVIEW Research in common parlance refers to a search for knowledge. One can also define research as a scientific and systematic research for pertinent information on a specific topic. In fact, Research is an art of scientific investigation.

The Advanced Learner’s Dictionary Of Current English lays down the meaning of research as “ A careful investigation or inquiry especially through search for new facts in any branch of knowledge. ” Research can be defined as “ logical and systematized application of the fundamentals of science to the general and overall questions of a study, and scientific techniques which provide precise tools, and specific procedures and technical, rather than philosophical means for getting and ordering the data prior to their logical and manipulation.” Research represents “ a systematic method of exploring actual persons and groups, focused primarily on their experience within their social worlds, inclusive of social attitudes and values, the mode of analysis of these experiences which permit stating proposition in the form.” In short, search for knowledge through objective and systematic method of finding solution to a problem is research.

OBJECTIVES OF RESEARCH The purpose of research is to discover answers to questions through the application of scientific procedures. The main aim of research is to find

out the truth which is hidden and which has not been discovered as yet. Though each research study has its own specific purpose, we may think of research objectives as falling into a number of following broad groupings: 1.

To gain familiarity with a phenomenon or to achieve new insights into it (Studies with this object in view are termed as exploratory research studies).

2.

To portray accurately the characteristics of a particular Individual, situation or a group (studies with this object in view are known as descriptive research Studies).

3.

To determine the frequency with which something occurs or with which it is associated with something else (studies with this object in view are known as diagnostic research studies).

4.

To test a hypothesis of a causal relationship between variables (such studies are known as Hypothesis-testing research studies). RESEARCH PROCESS Research process consists of a number of closely related activities. Various steps involved in a research process are not mutually Excolusive nor they are separate and distinct. Researcher has to be

constantly anticipating at each step in the research process the requirements of the subsequent steps. However, the following order concerning various steps provides a useful procedural guideline regarding the research process.

1. Formulate the research problem. 2. Determine the research design. 3. Determine the data collection methods and forms. 4. Design data collection forms. 5. Design sample and collect data. 6. Analyze and interpret the data. 7. Prepare the final research report.

RESEARCH METHODOLOGY SAMPLING DESIGN

Once the problem of research is decided, the next area of immediate concern is the adoption of research design.

The researcher will decide how the information will be collected? There are two important sources of collection of information. 1. CENSUS 2. SAMPLE In case the data is to be collected from each member of the population of interest, it is known as the census survey. If, data are to be collected from each member of the population of interest, it is known as the Sample survey.

Advantages of Sampling 1. Sampling can save time and money. A sample study is usually less expensive than a census study and produces results at a relatively faster speed. 2. Sampling may enable more accurate measurement for a sample study, and is generally conducted by trained and experienced investigators. 3. Sampling remains the only way when the population contains infinitely many members. 4. Sampling remains the only choice when the test involves the destruction of the item under study. 5. Sampling study usually enables to estimate the sampling errors and thus

assists

in

obtaining

characteristics of the population.

information

concerning

some

STEPS IN SAMPLING DESIGN

While developing a sampling design, primary attention was paid to the following points:

1. Type of Universe The first step in developing any sampling design is to clearly define the set of objects, called the universe, to be studied. The universe can be finite or infinite. In finite universe the number of items is certain, but in case of an infinite universe the number of items is infinite The population of a city, number of workers in a factory are the examples of a finite universe.

The number of stars in the sky, listeners of a specific radio programme etc are examples of infinite universe. • In this research work, while studying the consumer satisfaction, the entire Kanpur city, is taken as the Universe. The universe is finite in nature.

2. Sampling Unit: A decision has to be taken concerning a sampling unit before selecting a sample. Sampling unit may be geographical one such as state, district, village etc. or a construction unit such as house, flat, etc. or it may be social unit such as a family, club, school, etc. or it may be an individual.

• Here in this research work since, main aim was to study the consumer satisfaction of Ariel detergent as a result of which mostly housewives from various areas of the city were surveyed and data was collected from them, so we can say that sampling unit is individual housewives. 3. Source list: It is also known as a sampling frame from which sample is to be drawn. It contains the names of all items of a universe (in case of finite universe only.) Such a list should be comprehensive, correct, reliable and appropriate. It is extremely important for the source list to be as representative of the population as possible.

• Here in this research work, individuals from various areas of the city were surveyed and the data was collected from them. List of various areas from were individuals were selected for conducting a survey are as follows:

1. GOVIND NAGAR 2. MASWANPUR 3. BARRA

4. Size of Sample

This refers to the number of items to be selected from the universe to constitute a sample. The size of sample should neither be excessively large, nor too small. It should be optimum an optimum sample is one, which fulfills the requirements of efficiency, representative ness, reliability, and flexibility. • Here in this research work, from the various areas of the city mentioned above, 120 respondents were selected which consisted of housewives, and a survey was conducted on them. 5. Parameters of interest:

In determining the sample design, one must consider the question of the specific population parameters, which are of interest. For instance, we may be interested in estimating the proportion of persons with some characteristics in the population, or we may be interested in knowing some average or the other measure concerning the population.

• Here in this research work, main aim was to determine the extent to which the respondents are satisfied with the performance of Ariel detergent and Rin detergent product, with respect to other similar brands available in the market.

6. Budgetary Constraints

Cost considerations, from practical point of view, have a major impact upon decisions relating to not only the size of the sample but also to the type of sample. • Since we were also, suffering from the budgetary constraints both in terms of money and time, as a result it was not possible to conduct the survey on the entire universe. As a result we selected those Areas which were within our reach. Keeping in mind the budget our sample size was also restricted to 120 respondents only. 7. Sampling Technique

Finally, decision is to be made about the technique to be used in selecting the items for the sample. Obviously, that

technique must be chosen for which has a small sampling error, for a given sample size and for a given cost. • Here, in this research work area wise sampling is done A non probability method of sampling is used. Since, Quota sampling is widely used for conducting consumer surveys as a result of which Quota sampling technique was adopted.

ANALYSIS AND INTERPRETATION OF DATA

STATUS S.NO. 1.

Ariel

RIN

POOR

1%

1%

2.

AVERAGE

16%

26%

3.

GOOD

83%

73%

4.

CAN’T SAY

0%

0%

(1)

OIL CLEANING POWER

No.of Consumers

Oil Cleaning Power 100% 83%

90%

73%

80% 70% 60%

ARIELt

50%

RIN

40%

26%

30%

16%

20% 10%

1%

1%

0%

0%

0% Poor

Avg.

Good

Can,t say

S.NO.

STATUS

Ariel

RIN

1.

POOR

6%

9%

2.

AVERAGE

61%

45%

3.

GOOD

30%

43%

4.

CAN’T SAY

3%

3%

(2)

PERFUME

No.of Consumers

Perfume 100% 90% 80% 70%

61%

60% 45%

50% 40%

ARIEL

43%

RIN

30%

30% 20% 10%

6%

9%

3% 3%

0% Poor

S.NO. 1. (3) 2. 3. 4.

Avg.

Good

Can,t say

STATUS Ariel POOR 20% AVERAGE 64% GOOD 8% CAN’T SAY 8% COLOUR

RIN 1% 30% 60% 9%

Colour 100%

No.of Consumers

90% 80%

64%

70%

60%

60%

ARIELt

50%

RIN

40% 30%

30% 20%

20%

8%

10%

8% 9%

1%

0% Poor

Avg.

Good

Can,t say

(4) S.NO. 1.

STATUS POOR

XPERT 24%

VIM 16%

2.

AVERAGE

41%

11%

3.

GOOD

11%

62%

4.

CAN’T SAY

24%

11%

AVAILABILITY Availability

No.of Consumers

100% 90% 80% 70%

62%

60%

ARIEL

50%

41%

RIN

40% 30% 20%

24%

24% 16%

11%

11%

11%

10% 0% Poor

Avg.

Good

ADVERTISEMENT

Can,t say

VISUALITY

No.of Consumers

Advertisement Visuality 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

16% Yes

S.NO.

Xpert

84%

No

STATUS ELEC.MEDIA PRINTMEDIA

1.

YES

84%

69%

2.

NO

16%

31%

S.NO. 1. 2. 3. 4. 5.

SUGGESTIONSAriel MELTING RATE 40% COLOUR 33% PERFUME 15% AVAILABILITY 7% OTHERS 5%

No.Of Consumers

Suggestions Given 100% 90% 80% 70% 60% 50%

ARIELt

40% 30% 20%

40%

10%

33% 15%

7%

0% MeltPower

Perfume

Colour Suggestions

Availability

5% Others

S.NO. 1. 2. 3. 4.

STATUS 0%--40% 40%--60% 60%--80% 80%--100%

Ariel 0% 16% 54% 30%

11. SATISFACTION IN Ariel

S.NO 1. 2. 3. 4.

STATUS 0%--40% 40%--60% 60%--80% 80%--100%

Ariel 2% 14% 54% 30%

RIN 0% 21% 42% 37%

ARIEL SATISFACTION WITH RESPECT TO

12.

No. of Consumer in %

RIN DETERGENT.

Overall Satisfaction with Xpert & Vim

60% 54% 50% 42% 37% 40% 30% ARIEL 30% RIN 21% 20% 14% 10% 2% 0% 0% 0%-40% 40%-60% 60%-80% 80%-100%

FINDINGS 1. ARIEL has got a good stains removal power. 2 ARIEL dish wash bar has got good Oil stains removal power. 3. Perfume of ARIEL is average in nature, and is not much effective. 4. Colors of ARIEL is average in nature. 5. Melting rate of ARIEL is very high. Most of the respondents found that it is poor in nature. 6. Availability of ARIEL is average it is not so easily available on the retail shops in all the areas.

7. Respondents are familiar with the Advertisement of ARIEL detergent and can have access to it at regular intervals. 8. Advertisement of ARIEL is concerned, most of them have seen the adv. on Electronic media in comparison to Print media. 9. Attributes of ARIEL detergent like packaging, cleaning, foaming, fragrance, price etc were really liked by the respondents. 10. Suggestions were given by the respondents, regarding the improvements in melting resistance power, Colour, perfume, availability etc. 11. The Satisfaction level, for ARIEL detergent lies between the Range of 60% to 80%. 12. The level of Satisfaction of ARIEL detergent to that of VIM bar the average of both lies between 60% to 80%. SUGGESTIONS

1. Efforts must be taken to reduce the melting rate of ARIEL detergent

2. Perfume of ARIEL detergent is very mild, steps must be taken to make its fragrance more stronger and a pleasant one.

3. Colour of ARIEL detergent is not very attractive, steps must be taken to make the colouring more attractive. 4. Company must take measures to improve the availability of the product, it should use a proper distribution channel. 5. More emphasis should be laid on advertising & promotional measures so that more & more people become aware of the product.

LIMITATIONS OF THE STUDY 1.

While conducting the survey the biggest problem faced was the

very wide and vast geographical area of the city and resources were limited. Hence the respondents of some localities could not be covered. 2.

Another problem was that some people were suspicious about the

survey and they refused to disclose their identity and answering the questions.

3.

The biasness and hesitation of the respondents in giving the

answers to 4.

certain questions.

Few respondents were not available at the time of taking the

feedback. 5.

Time and money constraint was the limiting factor for the research.

SWOT ANALYSIS STRENGTHS

RIN is not unknown to the consumers since the company has been dealing in soap & detergent section from long time back. The products

launched by the RIN group have achieved a big success in the market. As far as ARIEL detergent is concerned: 1- It has proven it's wroth and has a very strong brand image. 2- Easy availability, affordable prices & standard quality of products. 3- Feedback coming from consumers are satisfactory.

WEAKNESSES The major weakness of the firm was that the company was not focusing much on the area of advertisement of its products. How ever, now the company is offering with various advertisements according to the product category. 1. There is no proper arrangement of clearance of damage & expiry Claim.

2. Distribution channel is weak as compared to competitors. 3. Lack of consumer promotion plans. 4. Proper supply of products is not ensured in several areas.

5. Certain attributes of the product are needed to be changed if it wants to emerge as a leading brand in Detergent

OPPORTUNITIES

1.

The ARIEL detergent is giving a strong competition to its competitors, the company can expand the area of target customers.

2.

The firm by making minor changes in the product can really rule the market.

3.

The firm can take steps to increase the availability of the product in certain areas & can convince the retailers to promote their product .

WEAKNESSES

1. If the firm will not increase the frequency of the adds for ARIEL detergent there are chances that it may be wiped out from the minds of consumers. 2. The availability of product is not satisfactory in certain areas, there are chances that competitors product or some other new brand may enter into that area.

CONCLUSION

1. If we go through this entire project work, then we will find out that HUL

(Hindustan Uniliver Limited) has got a very good brand image into the market. Some of its products still capture the major portion of the market share in the detergent section. 2. The is ARIEL detergent also another promising product offered by the

HUL group. 3. If we analyse the overall performance of ARIEL detergent, it is far better

than its competitors. 4. Respondents also found ARIEL detergent, much better than its competitors

as far as cleanliness is concerned. The feedback obtained was favourable. 5. The attributes of ARIEL detergent are really convincing & attractive. 6. Its has got huge market potential & is gaining

among target audience.

tremendous popularity

7. I am sure, if the company pays a little more attention towards improving the features of the product, then within no time ARIEL detergent will rule the market and will emerge as the leading brand in dish wash bar. BIBLIOGRAPHY

Marketing Management By Philip Kotler. Research Methodology By C.R. Kothari. Consumer behaviour By Kanuk & Schiff man.

WEBSITES www.wikipedia.com www.pdfcoke.com www.google.com

QUESTIONNAIRE

. Name

:

…………………………………………………………. Address

:

…………………………………………………………..

1. Which range (price) of the detergent powder is been used. (a) 50-75 Rs per kg (b) 100-125 Rs per kg

(a) 75-100Rs per kg (d) above the 125 Rs per kg

2. Which size of the product is been do you purchase? (a) very small

(b) small

(c) medium

(d) big

3. How frequently you purchase the products? (a)

4.

in a week

(b) in a month

Rate ARIEL Detergent on following parameters.

(i) Burned stain (a) Poor

(ii) Oily cleaner (a) Poor

(b) Average

(b) Average

(c) Good

(c) Good

(d) Can’t say

(d) Can’t say

(iv) Colour

(v) Perfumes

(a) Poor

(a) Poor

(b) Average

(b) Average

(c) Good

(c) Good

(d) Can’t say

(d) Can’t say

(vi) Melting Power

(vi) Availability

(a) Poor

(a) Poor

(b) Average

(b) Average

(c) Good

(c) Good

(d) Can’t say

(d) Can’t say

5. You watch the advertisement of ARIEL Detergent on Television or through

any other media?

……………………………………………………………………… …………………

6. If a detergent product is launched at lower price would you purchase it (A) Yes

7.

(B) No (C) can’t say

(D) prefer to my old one

If a detergent powder is being offered with new features and quality,

as compare to old one (A) Yes

ever,would you accept it.

(B) No (C) featured not very popular (D) can’t say

8. Do you rank the product according to its popularity be it very old and cheap? (A) Yes

(B) No

(C) rank to new one (D) first use than

rank 9.

What is your openion regarding a product, if newly launched with

special reference to detergent power. (A) Not very reliable (B) May be good (C) bad quality(D) Dominating quality 10. your preference to use newly launch powder as compare to old one will be (A)

MODERATE (B)appreciable (C) given preference

after my old used power

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