Lifebuoy Effectiveness in Rural Areas

8/2/2019 Lifebuoy Effectiveness in Rural Areas

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Lifebuoy Effectiveness in

Rural Areas

Submitted By

Sachin Kumar Mishra

Piyushkant Mishra


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HULs Introduction

HUL is India's largest fast moving consumer goods company holding 54.3% share

of the overall soap market.

Hindustan Unilever Limited (HUL) is a subsidiary of Unilever.

Company touching the lives of two out of three Indians with over 20 distinct

categories in home & personal care product and foods & beverages.

They are manufactured over 40 factories across India.

Distribution network comprising about 4,000 redistribution stockiest, more than

2,000 suppliers and associates, covering 6.3 million retail outlets reaching the entire

urban population and about 250 million rural customers.


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Industry Profile

The Toilet soaps market is estimated at 5,30,000 tpa including small imports.

Bathing and toilet soaps accounting for around 30% of the soap market.

Soap Industry divided into three segments namely premium, popular and economy.

Premium soaps are estimated to have a market volume of about 80,000 tones which

around share of 14 to 15%


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HULs Division

Home and Personal Care

Personal Wash: Lux, Lifebuoy, Liril, Hamam, Breeze, Dove ,Pears, Rexona

Laundry: Surf excel, Rin, Wheel

Skin care: Fair and Lovely, Ponds, Vaseline, Aviance

Oral care: Pepsodent, Close up

Deodorants: Axe, Rexona

Colour cosmetics: Lakme

Ayurvedic personal and health care: Ayush


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Foods & Beverages.

Tea: Brooke Bond, Lipton

Coffee: Bru

Foods: Kissan, Annapurna, Knorr

Ice cream: Kwality walls


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Research Framework

Objectives-

To find out Lifebuoy Effectiveness in RuralAreas.

Sample Size-32

Area Covered-

Tenant of Gurgaon Project Duration-

30 Days


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Market Research

Report


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Gender Participation

24

2.50

5

10

15

20

25

30

Male Female

Number

Number


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Age Group

10

16

61.2

Age

20-30

30-40

40-50

50+


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Soap Preferences

3

14

1

9

2 3

0

2

4

6

8

10

12

14

16

Dettol lifeboy Pears Lux Rexona Nirma

Numbers

Numbers


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Choice Change

27

5

0

5

10

15

20

25

30

Numbers

One type only

Change Regularly


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Frequency of Use

21

12

0

8

0

5

10

15

20

25

Daily Twice in a

week

Weekly Monthly Can't Say

Numbers

Numbers


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Likings Towards Lifebuoy

0

2

4

6

8

10

12

14

16

18

Very Strong Strong Can't say Dislike Strongly

Dislike

Numbers

Numbers


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Attribute Preferences

1

5 42

0

20

0

5

10

15

20

25

Scent Price Availability Softness Durability All

Numbers

Numbers


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Awareness Sources

20

9

1 2

0

5

10

15

20

25

TV ads word of mouth Awareness

Campaign

All

Numbers

Numbers


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Suggestions From Retailers

26

6

0

5

10

15

20

25

30

Yes No

Numbers

Numbers


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Availability In Rural Areas

24

1

7

0

5

10

15

20

25

30

Yes Can't Say No

Numbers

Numbers


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Rating For Lifebuoy

01

7

20

4

0

5

10

15

20

25

Very poor Poor Average Good Very Good

Numbers

Numbers


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Satisfaction Level For Lifebuoy

2

6

11

9

5

0

2

4

6

8

10

12

Very

dissatisfied

Somewhat

dissatisfied

Can't Say Satisfied Very satisfied

Series 1

Series 1


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Recommend To others for use

7

14

3

8

00

2

4

6

8

10

12

14

16

Definitely yes Probably Yes May be Yes

Or Not

Probably Not Definitly Not

Numbers

Numbers


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Improvement Needed In Lifebuoy

Quality

1312

7

0

2

4

6

8

10

12

14

Yes Can't Say No

Numbers

Numbers


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What Improvement Needed?

9

6

4

3

10

0

2

4

6

8

10

12

Quality Quantity Price Availabilty Can't Say

Numbers

Numbers

C i i h C i &


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Comparison with Competitors &

Rating Scale(1st- Excellent to 5th- Very Poor)

Brand

Name/Position

1st 2nd 3rd 4th 5th

Lifebuoy 10 4 4 6 8

Nirma 6 10 8 4 4

Dettol 3 3 5 14 7

Santoor 5 6 9 4 8

Fiama-de-wills 7 8 6 4 5


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Findings

Very Good product for Rural area. Good Product attributes.

Rural women are not frank to share their thoughts.

Price & Quality is most influential factors for likings.

Shift towards the new brand is very late in the rural

population.

Improvement is required in the existing products.

Quality & Quantity must be improved.

Overall lifebuoy is very effective in the rural area.

Population is very happy with the prices of the

product.


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Suggestions

Improvement in the quality & quantity should

be present.

Rural people must be educated about the

products so that they can understand the

feature of the product.

Nirma still remains a close competitor in the

segment.

Distribution system somewhere lacks.


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Thank You!!!!

Lifebuoy Effectiveness in Rural Areas

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