INTRODUCTION TO THE STUDY

INTRODUCTION TO THE PROJECT REPORT

Marketing is a complex as well as composite process in a society by which the demand structure

for economic goods and service is to estimated intelligently and also anticipated or enlarged and satisfied

through conception, promotion, exchange and physical distribution to satisfy the needs, desires and wants of

the consumers or the market places.

A product is a main factor for every marketing program. When products plan or product ideas

shares, the marketing programs starts and marketing programs ends when consumer needs or desires are to be

satisfied. The customer is the controlling factor around which the entire marketing activities are revolving.

Beginning and end of the marketing management is marketing research. Marketing research involves

knowing more about the ultimate consumer and the dealer and also about the marketing mix in every market.

As because of increase in consumers business grows larger and for the effective control of growing

commerce and business management should be adequately developed and it should solve the managerial as

well as marketing problem by using managerial tools and decisions based on scientific investigation and

analysis of marketing problems.

CHAPTER 1

1.1 INTRODUCTION TO THE PROJECT REPORT1.2 INTRODUCTION TO THE STUDY1.3 SCOPE OF THE STUDY1.4 METHODOLOGY OF THE STUDY1.5 CONSUMER PERCEPTION

In olden days production was very less, at that time consumer has to reach for the products for

satisfying their needs. As because of industrialisation today it becomes difficult for a producer to sell his

product in the market. Because of increase in competition, substitutes etc., it is very difficult to find a

customer for this product, it led to creation of customer’s in the market. Industrialisation put a turning point

to the marketer’s process and programs so effective marketing. Management becomes very essential for the

manufacture to retain in the market.

INTRODUCTION TO THE STUDY

This project report has aimed at giving detailed report of ‘Marketing analysis of Surf Excel

washing powder’. From the necessary primary as well as secondary data collected within the span of time

available, analysis and interpretation have made and conclusion has drawn on the subject. This project report

gives analysis of survey findings, methodology adopted and observations made in the improvements of the

product from the general point of view.

Decisions regarding marketing mix namely; Product, Price, Promotion and Distribution are made on

the basis of market research reports. Such reports will help to decide different prices such reports may help

the marketer to adopt a particular strategy so as to get the maximum profit in the available marketing

conditions.

As learning is a human activity and is as natural, as breathing. Despite of the fact that learning is

all pervasive in our lives, psychologists do not agree on how learning takes place. How individual learn is a

matter of interest to marketers. They want to teach consumers in their roles as their roles as consumers. They

want consumers to learn about their products, product attributes, potential consumers benefit, how to use,

maintain or even dispose of the product and new ways of behaving that will satisfy not only the consumer’s

needs, but the marketer’s objectives.

The scope of my interest restricts itself to the study of consumer behaviour towards surf excel

detergent powder. There are many other brands of detergent powder available but my study is limited to

major players of washing powder leaving behind the others. The scope of my study is also restricts itself to

Chembur only.

This project is based on the comparative study consumer behaviour towards Nestle and

Cadbury chocolates. Objectives of the study are:

The other objective is to know about the customer satisfaction level associated with the product and

the customer preference level.

To increase customer satisfaction and recapture the market share by fulfilling the customer needs.

To study the factors affecting the consumption pattern.

To know about which factors of Surf Excel washing powder products affecting both consumers and

dealers.

1.1 SCOPE OF THE STUDY

1.2 OBJECTIVES OF THE STUDY

In attempt to make this project authentic and reliable, every possible aspect of the topic

was kept in mind. Nevertheless, despite of fact constraints were at play during the formulation of this project.

The main limitations are as follows:

Due to limitation of time only few people were selected for the study. So the sample of consumers

was not enough to generalize the findings of the study.

The main source of data for the study was primary data with the help of self-administered

questionnaires. Hence, the chances of unbiased information are less.

People were hesitant to disclose the true facts.

The chance of biased response can’t be eliminated though all necessary steps were taken to avoid the

same.

The data, which is collected for the purpose of study, is divided into two bases:

Primary Source:

The Primary data comprises information survey of “Study of Consumer Behaviour towards Nestle

and Cadbury Chocolates”. The data has been collected directly from respondent with the help of structured

questionnaires.

1.3 LIMITATIONS OF THE STUDY

1.4 METHODOLOGY OF DATA COLLECTION

Secondary Source:

The Secondary data was collected from Internet References.

Data Analysis:

The data is analysed on the basis of suitable tables by using mathematical techniques. The technique

that I have used is bar technique.

The term consumer behaviour is defined as the behaviour that consumer display in searching for,

purchasing using, evaluating and disposing of products and services that they expect will satisfy their

needs. Consumer behaviour focuses on how individuals make decisions to spend their available resources

(time, money, effort) on consumption-related items that includes what they buy, why they buy, when they

buy it, where they buy it, how often they buy it, how often they use it, how they evaluate it after the purchase

and the impact of such evaluations on future purchases, and how they dispose of it.

Consumer Behaviour is the study of individuals, groups, or organizations and the processes they use

to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that

these processes have on the consumer and society. It blends

from psychology, sociology, social anthropology, marketing and economics. It attempts to understand the

decision-making processes of buyers, both individually and in groups such as how emotions affect buying

behaviour. It studies characteristics of individual consumers such as demographics and behavioural variables

in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups

such as family, friends, reference groups, and society in general.

Customer behaviour study is based on consumer buying behaviour, with the customer playing the

three distinct roles of user, payer and buyer. Research has shown that consumer behaviour is difficult to

predict, even for experts in the field. Relationship marketing is an influential asset for customer behaviour

1.5 CONSUMER BEHAVOIUR

analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-

affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer

retention, customer relationship management, personalisation, customisation and one-to-one marketing.

Social functions can be categorized into social choice and welfare functions.

Each method for vote counting is assumed as social function but if  Arrow’s possibility theorem is

used for a social function, social welfare function is achieved. Some specifications of the social functions are

decisiveness, neutrality, anonymity, monotonicity,unanimity, homogeneity and weak and strong Pareto

optimality. No social choice function meets these requirements in an ordinal scale simultaneously. The most

important characteristic of a social function is identification of the interactive effect of alternatives and

creating a logical relation with the ranks. Marketing provides services in order to satisfy customers. With that

in mind the productive system is considered from its beginning at the production level, to the end of the

cycle, the consumer.

Two different kinds of consuming entities: the personal consumer and the organizational consumer.

Personal Consumer   

Buys goods and services for his or her own use, for the use of the household or as a gift for a friend. The products are bought for final use by individuals, who are referred to as end users or ultimate consumers.

Organizational Consumer   

Includes profit and non-profit businesses, government agencies (local, state, national) and institutional (e.g. schools, hospitals, and prisons), all of which buy products, equipment, and services in order to run their organizations.

MARKETING CONCEPT, A BUSINESS ORIENTATION:

  The field of consumer behaviour is rooted in the marketing concept, a business orientation that evolved in

the 1950s through several alternative approaches toward doing business referred to respectively: -

1) The Production Concept.

2) The Product Concept.

3) The Selling Concept.

4) The Marketing Concept.

5) The Societal Marketing Concept.

1) THE PRODUCTION CONCEPT:

The production concept assumes that consumers are mostly interested in product availability at low

prices; its implicit marketing objectives are cheap, efficient product and intensive distribution.

It makes sense when consumer are more interested in buying what’s available rather than wait for

what they really want.

The main objective is to expand the market.

2) THE PRODUCT CONCEPT:

 The product concept assumes that consumers will buy the product that offers them the highest

quality, the best performance, and the most features.

 It ensures the company to improve the quality of its product and add new features.

 The product concept often leads to “marketing myopia” that is focusing on the product rather than

the customer needs.

3) THE SELLING CONCEPT:

The assumption of the selling concept is that consumers are unlikely to buy the product unless they

are aggressively persuaded to do so – mostly through “hard sell” approach.

 The problem in this concept is that it fails to satisfy a customer.

 Promotion can be done through advertisement, sales promotion and public relation.

 Today the selling concept is utilize be marketers of unsought products – that is which people are not

willing to buy it (such as life insurance).

4) THE MARKETING CONCEPT:

It started in 1950’s when some marketers realized we can sell more products by determining what

consumer would buy.

Consumer need and wants became the firm’s primary focus.

The marketers should made product what t can sell, instead of what it has made.

STARTING POINT FOCUS MEANS ENDS

SELLING CONCEPT

Factory  Product  Selling & Promotion  Profit through sale volume

MARKETING CONCEPT

Market  Needs  Marketing  Profit via customer satisfaction

5) THE SOCIETAL MARKETING CONCEPT:

 Developing that product which benefits the society. Doing marketing in such a way that it helps you

in increasing your production & also giving benefits to society.

 The organization should determine the needs, wants and interest of target markets and deliver the

desired satisfaction more effectively and efficiently then do competitors in a way that maintains or

improves the customers and society’s well being

IMPLEMENTING THE MARKETING CONCEPT:

To identify unsatisfied consumer need, companies had to engage in extensive marketing research.

The marketing concept underscored the importance of consumer research.

The strategic tools that are used to implement the marketing concept include segmentation, targeting,

positioning and the marketing mix.

THE ROLE OF CONSUMER RESEARCH:

 Consumer research describes the process and tools used to study consumer behaviour.

Two theoretical perspectives that guides the development of consumer research: -

Positive Approach à it tend to be objective and empirical, to seek caused for behaviour, and to

conduct research studies that can be generalized to larger population.

 Interpretivists à the research done by Interpretivists, on the other hand tends to be qualitative and

based on small samples.

SEGMENTATION, TARGETING, AND POSITIONING:

MARKET SEGMENTATION:

Dividing a market into distinct groups of buyers with different needs, characteristics or behaviour

who might require separate products or marketing mixes.

 Market consists of buyers and, buyers differ in one or more ways. They may differ in their wants,

resources, locations, buying attitudes, and buying practices.

MARKET POSITIONING:

Formulating competitive positioning for a product and a detailed marketing mix. Developing a

distinct image for the product or service in the mind of the consumer, that will differentiate with the

competitors.

MARKET TARGETING:

The process of evaluating each market segments attractiveness and selecting one or more segments to

enter.

MARKETING MIX:

The marketing mix consists of a company’s service and/or product offerings to consumers and the

methods and tools it selects to accomplish the exchange. The marketing mix consists of four

elements:

1)  The product or service that is the features, designs, brands, and packaging offered, along with post

purchase benefits such as warranties and return policies.

2)  The price – the list price, including discounts, allowances, and payment methods.

3)  The place – the distribution of the product or service through specific store and non store outlets.

4)  Promotion – The advertising, sales promotion, public relations, ad sales efforts designed to build

awareness of and demand for the product or service.

CUSTOMER VALUE, SATISFACTION, AND RETENTION:

Savvy marketers today realize that in order to outperform competitors they must achieve the full

profit potential from each and every customer. The three drivers of successful relationship between

marketers and customers are customer value, high levels of customer satisfaction, and building a

structure for customer retention.

1) PROVIDING CUSTOMER VALUE:

Customer value is defined as the ratio between the customers’ perceived benefits (economic,

functional and psychological) and the resources (monetary, time, effort, psychological) used to obtain

those benefits. Perceived value is relative and subjective.

Example: McDonald’s Corporation to deliver the company’s four core standards; quality, service, cleanliness, and value.

2) CUSTOMER SATISFACTION:

 Customer satisfaction is the individual’s perception of the performance of the product or service in

relation to his or her expectations.

The linked levels of customer satisfaction with customer behaviour identified several types of

customers: -

 Loyalists- Who keeps purchasing, they are satisfied completely.

Apostles-Whose experiences exceed their expectations and who provide very positive word of mouth

about the company to others.

 Defectors-Who feel neutral or merely satisfied and are likely to stop doing business with the

company.

Terrorists-Who have had negative experiences with the company and who spread negative word of

mouth.

 Hostages-Who are unhappy customers who stay with the company because of a non plastic

environment or low prices and who are difficult and costly to deal with because of their frequent

complaints?

Mercenaries-Who are very satisfied customers but who have no real loyalty to the company and may

defect because of a lower price elsewhere or on impulse, defying the satisfaction-loyalty rationale.

The researches purpose that companies should strive to create apostles, raise the satisfaction of

defectors and turn them in to loyalist avoid having terrorists or hostages and reduce the number of

mercenaries.

3) CUSTOMER RETENTION:

Customer retention makes it in the best interest of customers to stay with the company rather than

switch to another firm.

 Loyal customers buy more products.

  Loyal customers are less prices sensitive and pay less attention to competitor’s advertising.

 Servicing existing customers, who are familiar with the firm’s offerings and processes, is cheaper.

 Loyal customers spread positive word of mouth and refer other customer.

Customer profitability-focused marketing tracks costs and revenues of individual customers’ ad then

categorizes them into tiers based on consumption behaviours that are specific to the company’s

offerings.

Recent Study advocates using “customer pyramid” where customers are grouped in 4 ties:

1) The Platinum Ties  Includes heavy users who are not price sensitive and who are willing to try new

offerings.

2) The Gold Tier  It consists of customers who are heavy user but not as profitable because they are

more price sensitive than those in the higher ties. Ask for discount and buy from several providers.

3) The Iron Tier  It consists of customers whose spending volume ad profitability do no merit special

treatment from the company.

4) The Lead Tier  It includes customers who actually cost the company money because they claim

more attention than is merited by their spending.

MARKETING ETHICS & SOCIAL RESPONSIBILITY:

The societal marketing concept – It is very important components of organizational effectiveness. It

helps us to build good image and also increase in sales. The converse is also true – Perceptions of a

company’s lack of social responsibility or unethical marketing strategies negatively effect consumer

purchase decision.

CONSUMER BEHAVIOUR & DECISION MAKING ARE INTERDISCIPLINARY:

Consumer Behaviour was a new field in the mid of late 1960, because the marketing theorists

borrowed the concepts from other scientific disciplinary that is :-

 Psychology -The study of the individual,

Sociology-The study of groups,

Social Psychology-The study of how an individual operates in groups,

Anthropology- The influence of society on the individual, and

Economics -To form the basis of the new marketing discipline.

Many Early theory based on economic theory on the notion that individuals are rationally to

maximize their benefits.

A SIMPLIFIED MODEL OF CONSUMER DECISION MAKING:

The process of consumer decision making can be viewed as three distinct but interlocking stages: the

input stage, the process stage, and the output stage.

The Input Stage  Influences the consumer’s recognition of a product need and consists of two

major sources of information, the firm’s marketing efforts (the product itself, its price, its promotion

and where it is sold) and the external sociological influences on the consumers.

The Process Stage  It is the model focuses on how consumers make decisions. The psychological

factors inherent in each individual.

The Output Stage  It is the consumer decision making model consists of two closely related post

decision activities.

INTRODUCTION TO DETERGENT AND COMPANY

PROFILE

HISTORY OF SOAP MAKING

  Soap making was an established craft in Europe by the seventh century. Soap maker 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 centres 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 soap maker 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 soap making in the American colonies began in 1608 with the arrival of several soap makers

on the second ship from England to reach Jamestown, VA. However, for many years, soap making stayed

essentially a household chore. Eventually, professional soap makers began regularly collecting waste fats

from households, in exchange for some soap.

CHAPTER 2

2.1 HISTORY OF SOAP MAKING2.2 HISTORY OF DETERGENT2.3 HISTORY OF DETERGENT MAKING2.4 HISTORY OF WASHING POWDER

   A major step toward large-scale commercial soap making 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 soap making was boom 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 mid-1800s 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 fastest-growing 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.

HISTORY OF DETERGENT

   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

soap making 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 hairgel.

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.

HISTORY OF DETERGENT MAKING

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 "synthesised" 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. Here's a summary of some of those innovations:

1950s

Automatic dishwasher powders Liquid laundry, hand dishwashing and all-purpose cleaning products Fabric softeners (rinse-cycle added) Detergent with oxygen bleach

1960s

Prewash soil and stain removers Laundry powders with enzymes Enzyme presoaks

1970s

Liquid hand soaps Fabric softeners (sheets and wash-cycle added) Multifunctional products (e.g., detergent with fabric softener)

1980s

Detergents for cooler water washing Automatic dishwasher liquids Concentrated laundry powders

1990s ]

Ultra (super concentrated) powder and liquid detergents Ultra fabric softeners Automatic dishwasher gels Laundry and cleaning product refills

SURFACTANTS IN DETERGENTS

A detergent is an effective cleaning product because it contains one or more surfactants. Because of their chemical makeup, the surfactants used in detergents can be engineered to perform well under a variety of conditions. Such surfactants are less sensitive than soap to the hardness minerals in water and most will not form a film.

Detergent surfactants were developed in response to a shortage of animal and vegetable fats and oils during World War I and World War II. In addition, a substance that was resistant to hard water was needed to make cleaning more effective. At that time, petroleum was found to be a plentiful source for the manufacture of these surfactants. Today, detergent surfactants are made from a variety of petrochemicals (derived from petroleum) and/or oleo chemicals (derived from fats and oils).

Petrochemicals and Oleo chemicals

Like the fatty acids used in soap making, both petroleum and fats and oils contain hydrocarbon chains that are repelled by water but attracted to oil and grease in soils. These hydrocarbon chain sources are used to make the water-hating end of the surfactant molecule.

Other Chemicals

Chemicals, such as sulphur trioxide, sulphuric acid and ethylene oxide, are used to produce the water-loving end of the surfactant molecule.

Alkalis

As in soap making, an alkali is used to make detergent surfactants. Sodium and potassium hydroxide are the most common alkalis.

How Detergent Surfactants Are Made

Anionic Surfactants

The chemical reacts with hydrocarbons derived from petroleum or fats and oils to produce new acids similar to fatty acids.

A second reaction adds an alkali to the new acids to produce one type of anionic surfactant molecule.

Non ionic Surfactants

Non ionic surfactant molecules are produced by first converting the hydrocarbon to an alcohol and then reacting the fatty alcohol with ethylene oxide.

These non ionic surfactants can be reacted further with sulphur-containing acids to form another type of anionic surfactant.

HOW SOAPS AND DETERGENTS WORK

These types of energy interact and should be in proper balance. Let's look at how they work together.

Let's assume we have oily, greasy soil on clothing. Water alone will not remove this soil. One important reason is that oil and grease present in soil repel the water molecules.

Now let's add soap or detergent. The surfactant's water-hating end is repelled by water but attracted to the oil in the soil. At the same time, the water-loving end is attracted to the water molecules.

These opposing forces loosen the soil and suspend it in the water. Warm or hot water helps dissolve grease and oil in soil. Washing machine agitation or hand rubbing helps pull the soil free.

MANUFACTURING OF POWDER DETERGENTS

Powder detergents are produced by spray drying, agglomeration, dry mixing or combinations of these

methods.

In the spray drying process, dry and liquid ingredients are first combined into a slurry, or thick suspension, in

a tank called a crutcher

(1). The slurry is heated and then pumped to the top of a tower where it is sprayed through nozzles under

high pressure to produce small droplets. The droplets fall through a current of hot air, forming hollow

granules as they dry

(2). The dried granules are collected from the bottom of the spray tower where they are screened to achieve a

relatively uniform size

(3). After the granules have been cooled, heat sensitive ingredients that are not compatible with the spray

drying temperatures (such as bleach, enzymes and fragrance) are added

(4). Traditional spray drying produces relatively low density powders.

New technology has enabled the soap and detergent industry to reduce the air inside the granules

during spray drying to achieve higher densities. The higher density powders can be packed in much smaller

packages than were needed previously.

Agglomeration, which leads to higher density powders, consists of blending dry raw materials with

liquid ingredients. Helped by the presence of a liquid binder, rolling or shear mixing causes the ingredients to

collide and adhere to each other, forming larger particles.

Dry mixing or dry blending is used to blend dry raw materials. Small quantities of liquids may also be added.

PACKAGING

The final step in the manufacture of soaps and detergents is packaging. Bar soaps are either wrapped

or cartooned in single packs or multipacks. Detergents, including household cleaners, are packaged in

cartons, bottles, pouches, bags or cans. The selection of packaging materials and containers involves

considerations of product compatibility and stability, cost, package safety, solid waste impact, shelf appeal

and ease of use.

HISTORY OF WASHING POWDER

Surf – Mummy's best friend

Launched in 1959, Surf was the first in the Indian detergent powder market. Over the years, Surf has

anticipated the changing washing needs of the Indian homemaker and constantly upgraded itself.

Surf Excel, India's largest selling compact detergent powder, in its newest avatar promises to tackle

the toughest stains without damaging the colour of the fabric. This is because only Surf Excel has smart

sensors that can differentiate stains from colours. Now you don't have to worry about tackling the really

tough stains, especially on your colour clothes anymore. 'Surf Excel Hai Na!'

For those who seek the Surf Excel clean in the front loaders, the specially designed low suds formulation

Surf Excelmatic promises to give just that - a superlative clean. Those preferring the modern and convenient

way to wash can rely on Surf Excel Liquid. The liquid form penetrates deep allowing great wash results. For

the really tough stains, you can apply the liquid directly on the body of stain (through a stain theatre) - you

will see tough stains being tackled with ease.

Exclusive detergent for front-loading washing machines

Hindustan Lever Limited (HLL) has re-launched its top of the line variant of Surf Excel, the Surf ExcelMatic

washing machine detergent, with an improved formulation.

A front loader specialist, Surf Excel Matic makes it easier to tackle the widest range of tough

stains in front loaders. Surf Excel Matic is designed to meet consumer expectations of top performance from

their front loading washing machines.

Ordinary detergents produce excessive lather, which cushions the impact of the tumble wash in

front loader washing machines. This can harm the machine, besides compromising on the quality of

compromising on the quality of cleaning.

New Surf ExcelMatic has a special low-lather formulation, specifically created for the tumble

wash technology of front loader. This allows clothes to tumble freely, squeezing out a range of tough stains.

The result is an excellent stain-free and gentle clean, significantly better than that of ordinary high-foaming

detergents.

New Surf ExcelMatic has been tested on all existing front loader machines in the country and has

been found to produce the best results. Siemens, the inventors of front loading (or tumble wash) technology

also recommend Surf ExcelMatic for front loaders.

Surf ExcelMatic is available at 1kg and 500 gm packs, priced at Rs 160 and Rs 85 respectively.

MARKETING MIX POLICY

The marketing mix is the interplay of 4 basic and inter related elements of a marketing program the 4

P’s –Product, price, promotion and physical distribution. They will be examined one at a time, but its of

primary importance that to realise that they are interdependent. A change on one element usually brings on a

change in the others. Prosper or chestrotion of these elements is the key to a sound marketing programme.

a. Product mix policy of Hindustan Lever Limited:

One major management aspect involved in product policy is the decisions concerning product mix.

The product mix is one of the elements in product policy. This more important now a days since most of the

manufacturers are diversifying their products. The products policy decisions are made of these different

levels; products mix, product items and product lines. These three in one elements make the product

planning effective.

Product mix is the list of all products offered for sale by a company. The composite of products

offered for sale by a firm or a business unit. The product mix is three dimensioned, it has breadth, depth and

consistency. Breadth is measured by the number of variety of products manufactured by a single

manufacture. Depth refers to the assortment of sizes, colours and models offered with in each product line.

Consistency refers to the close relationship of various product lines either to their end use or to production

requirements or to distribution channels or to other variables.

Branding policy of Hindustan Lever Limited:

The term ‘Brand’ is a comprehensive one. In one-way or the other, it includes more particularised

terms. A brad is a name, symbol or design or a combination of them, which is intended to identify the goods

or service of one seller or group of sellers and to differentiate them form those of competitors. A brand name

consists of words and letters. A brand mark is a part of the brand. It appears in the form of symbol or

design. The brand and trademark more or less synonymously are to be differentiated. A trademark is an

identifying mark that gives legal protection to a company. Hence all the products of that, if it is so desires,

will go with the same trade mark. It is for the customers to identify the company for its good will.

The entire products manufactured by the Hindustan lever will have the brand name printed and also

covered about the stickers of the product.

Because of the popularity of the ‘Hindustan Lever’ brand name it easy for the agent to market the

product without much difficulty. It is also advantage on part of the consumers to purchase Surf Excel

Washing powder without any suspects about the quality of the products.

Packaging policy of Hindustan lever limited:

A good package is the representation of the artistic combination of the designer’s creative skills and

the product and marketing and sales knowledge of the manufacture management team. The development of

technicians, the advertising man, the marketing expert, the sales department and the top management. At

time, it may include in the team of the use of packaging committee and packaging directions, the role of

independent designer and delegation of market research in the solution of the packaging problems.

Packaging is general group of activities in product planning, which involve designing and producing

the container or wrapper for a product packaging is a brand activity that requires careful consideration by the

management.

The potentialities of packaging especially in the field of demand creation have been widely accepted

now. It is often remarked as a silent salesman. This is perfectly so because of its advertising appeal,

identifying power and intrinsic value.

b. Pricing policy of Hindustan lever limited:

One of the most important and critical areas in marketing management is the pricing of product. It is

the second’ P’ in the marketing mix. Decisions on pricing have considerable effect in marketing. A wrong

pricing decision can nullify the effect of al right decisions relating to price and reflect many things. Price is a

vital importance to both buyer and sellers. In money economy without price there can be no marketing.

Price is one of the most important elements in the marketing mix. It is only element in the marketing

mix that produces revenue, all other elements represents cost. Hence companies will have to give utmost

importance to pricing and handle it very carefully. Price is set independently of the rest of the marketing mix

rather than as an intrinsic element of market positioning strategy and price is not varied enough for different

product items and market segments.

The price of various products of Hindustan Lever Limited are done effects careful and through

investigations of the cost of the goods, the market position, the competitors and the rise in price etc. As for

as pricing policy is concerned, they will give least important to competitive because they have competitive

monopoly over the market.

c. Distribution policy of Hindustan lever limited.

In the modern world, production and distribution have become very complex. Goods are produced in

far away places, where as consumers are scattered throughout the country and abroad under the

circumstances. The producers will not be able to sell goods directly to the ultimate consumers. The reasons

are many; the producer’s lacks financial resources, he has to maintain large-scale force. The products may

not justify the establishment of separate sales outlets, problems of management and control arise instead of

spending a lot of time and energy on distribution, he can concentrate on production, and so on. Naturally he

has to depend on intermediaries for the physical distribution of his goods.

A channel of distribution is an organised network of agencies and situation, which in combination

performs all the activities, required linking producers with users and users with producers, in order to

accomplish the marketing task. The channel enables the seller to find out the users of its merchandise and

helps the buyers to obtain the product he wants. A channel of distribution for a product is the route taken by

the title to the product as it moves from the producers to the ultimate consumers or industrial users. A

channel is the pipeline though which a product follows on its way to the consumers. The manufacturer puts

his products in to the online or marketing channel and carious marketing people move it along to the

consumers at the other end of the channel. A channel of distribution is the particular route through which a

product moves from the manufacturer to the consumer who wants it and in this process the little is also

transferred to the consumer. A channel usually includes three parts the producer, final consumer and the

middleman who are engaged in the transfer of title.

Channel of the distribution of the company is follows;

Hindustan Lever Limited

Dealer

Whole Salers

Retailers

Consumers

d. Promotion mix policy of Hindustan lever limited:

The term promotion is very often needed as synonymous word for selling, but selling is narrow term,

which includes only transfer of title. Promotion involves the creation and expansion of demand. After

product planning and development, it is introduced in the market and its demand is enhanced through the

promotional activities.

Promotion is any communicating activities whose main objectivity’s are to move forward product

service or idea in a channel of distribution. It is an effort by the marketer to inform and persuade buyers to

accept research recommend or used in the article, service or idea which is being promoted. The promotional

activity always attempts to effect knowledge, attitude and preferences and behaviour of buyers.

The overall purpose of promotion is to influence buyer’s behaviour and to establish a link between the

products and consumers. The increased competition between different industries has made customers more

selective in their buying choice and a good promotional program is needed to reach them.

A good promotional mix involves by the company or co-operation of sales force activities and other

promotional efforts. Each promotional route has its own unique characteristics and cost.

ANNALYSIS OF SURVEY FINDINGS

INTRODUCTION

Today, consumer is the king in the market, consumer is only Judge. The repetition of a

product is entirely dependent upon his attitude towards the

product. So his satisfaction should be the ultimate motto of the producers and marketer.

Consumer’s interest should be taken in to consideration while taking marketing decision. It is

through consumer satisfaction only the producer and marketer can improve their sales and profit.

Much opinion will come when a survey is made for preference, improvement of a product,

but the opinion of consumer is more important.

This report gives analysis of opinion collected from the customer regarding marketing of

washing powder especially Surf Excel washing powder.

Consumer survey finding

The total number of respondent’s interviewed were 50. Out of these almost all consumers

had used washing powder fully and it was observed that the Surf Excel washing powder is quite

well known in the city.

RESEARCH DESIGN METHODOLOGY

CHAPTER 3

This chapter describes the methodology of the study. This project is based on information

collected from primary sources. After the detailed study, an attempt has been made

to present  comprehensive  analysis  of  consumption  of  Cadbury  and nest le  

chocola tesc o n s u m e d   b y   t h e   p e o p l e . The data had been used to cover various aspects like

consumption, consumer’s preference and customer’s satisfaction regarding Cadbury and Nestle chocolates. 

In collecting requisite data and information regarding the topicselected, I went to the residents of

Chembur and collected the data.

Survey design:

The study is a cross sectional study because the data were collected at a single

point of time. For the purpose of present study a related sample of population was selected on the  basis of

convenience.

Sample Size and Design:

A sample of 100 people was taken on the basis of convenience. The actual

consumers were contacted on the basis of random sampling.

Research Period:

Research work is only carried for 2 or 3 weeks.

Research Instrument:

This work is carried out through self-administered questionnaires. The questions included were

open ended, dichotomous and offered multiple choices

Data Collection:

The data, which is collected for the purpose of study, is divided into 2 bases:

Primary Source:

The Primary data comprises information survey of “Study of Consumer Behaviour towards Nestle

and Cadbury Chocolates”. The data has been collected directly from respondent with the help of structured

questionnaires.

Secondary Source:

The Secondary data was collected from Internet References.

Data Analysis:

The data is analysed on the basis of suitable tables by using mathematical techniques. The

technique that I have used is bar technique.

FINDINGS AND ANALYSIS

CHAPTER 4

1) Using of Washing powder by the Respondent

Ans

Using of washing powder Yes No

Number of Respondent 100 0

100

Using of washing powder

Yes

From the above analysis of the given sample of 100 respondents it is concluded that out of 100 people 100

people likes to use washing powder.

2) Usage branded washing powder

Ans

4.1 ANALYSIS OF DATA4.2 FINDINGS4.3 CONCLUSION4.4 SUGGESTIONS AND RECOMMENDATIONS4.5

4.1 ANALYSIS OF DATA

Washing powder Branded Unbranded

Respondent 100 0

100

Usage branded washing powder

BrandedUnbranded

According to the above analysis it is concluded that I have surveyed 100 respondents out of which 100 people using branded washing powder.

3) Types of Branded washing powder

Ans

Brands No of RespondentSurf excel 64

Ariel 12

Nirma 8

Rin 6

Henko 10

Others --

Total 100

Surf ExcelAriel

NirmaRin

Henkoothers

0

10

20

30

40

50

60

70 64

128

6 10

0

According to the above analysis it is concluded that people of different age groups prefer mostly Cadbury

brand of chocolate while Nestle brand is least preferred by the age group between 10-20. People of age group

above 30 equally likes to have both brands.

4) No. of respondents who had used Surf Excel

Ans

Response Preference by Consumers

Used 64

Not used 36

64

36

usage of surf excel

usednot used

From the above analysis of given sample of 90 respondents who eat chocolates it is concluded that only 33

people prefer to eat Nestle chocolates while 57 people likes to eat Cadbury chocolates.

5). How long respondents are using Surf Excel.

Ans

Particular Number of Respondents

Since 1 year 40

1-3 years 10

3-5 years 12

Above 5 years 2

Total 64

4010

12

2

Cadbury Chocolate Purchased by People

Since 1 year1-3 years3-5 yearsAbove 5 years

From the above analysis of given sample of 57 respondents who eat Cadbury chocolates it is concluded that

mostly people has purchased Dairy Milk sub-brand of Cadbury while Temptation is least purchased by the

people.

6).Purchase of Nestle Chocolates

Ans

Sub-Brands Number of Respondents

Kit-Kat 38

Munch 25

Milky- bar 12

Bar-one 8

Milk Chocolate 7

38

25

12

8

7

Nestle Chocolate Purchased by People

Kit-KatMunchMikly- BarBar-OneMilk Chocolate

From the above analysis of given sample of 33 respondents who eat Nestle chocolates it is concluded that

mostly all sub-brands are purchased by people but top most is Munch followed by Milky Bar and Kit Kat.

While surveying we have found that many people are not aware of Milk Chocolate

7). Pack of Chocolates Preferred

Pack SIZE GrandTotal of Preference

Small 42

Big 36

Family pack 12

42

36

12

Series 1

SmallBigFamily Pack

According to the above analysis it is concluded that out of sample of 90 people who eat chocolates likes to

buy Small Pack. Family pack is mostly preferred by aged people only.

8). Pack of Chocolates Preferred

Promotional Offers Number of Respondents

Free Gifts 26

Price Offer 48

Any other 16

Free Gifts Price Offer Any Other0

10

20

30

40

50

60

26

48

16

Series 1

Series 1

According to the above analysis it is concluded that out of sample of 90 people who eat chocolates 26 are

attracted by free gifts, 48 by prices offers while 16 were attracted by some other reasons.

9). Factors Affecting Purchase

Factors Number of Respondents

Advertisement 43

Suggestion From Friends and

Relatives

11

Attractive Display 10

Doctors Advice 3

Brands Ambassadors 3

Ingredients 20

Adverti

semen

t

Sugg

estion

Attractive

display

Doctors

Advice

Brand Abass

adors

Ingredien

ts05

101520253035404550

43

11 103 3

20

Factors Affecting Purchase

Factors Affecting Purchase

10). Media of Advertisement

Media of Advertisement Number of Respondents

Television 70

Newspaper 5

Brochures 5

Hoarding 5

Display 3

Ingredients 2

Telev

ision

Newsp

aper

Broch

ures

Hoarding

Display

Ingredien

ts0

1020304050607080

70

5 5 5 3 2

Media Of Advertisement

Media Of Advertisement

11) Frequency of Consumption

Frequency of Consumption Number of Respondents

Once in a Fortnight 3

Daily 34

Weekly 12

Monthly 38

Quarterly 3

Once in a fortnight

Daily Weekly Monthly Quarterly0

5

10

15

20

25

30

35

40

3

34

12

38

3

Frequency of Consumption

Frequency of Consumption

12) Reasonable Price

Price of Chocolate Number of Respondents

Below 5 6

5-10 35

10-20 36

20-30 9

Above 30 4

Below 5 5to10 10to20 20-30 Above 300

5

10

15

20

25

30

35

40

6

35 36

94

Reasonable Price

Reasonable Price

13) Consumers Brand Loyalty

Brand Loyalty Actions Number of Respondents

Postpone your Purchase 33

Switch Over to other Brands 15

Go to Other Shop for Search of

Preferred Brand

42

Postpone your Purchase

Switch Over to other Brands

Go to Other Shop 0

5

10

15

20

25

30

35

40

45

33

15

42

Brand Loyalty

Brand Loyalty

14) Reaction of Consumers if New Brands is Introduced

Shift to New Brands of the

Preferred Product

Number of Respondents

No, Not at all 27

May Consider 10

No, shall not 13

Can’t Say 40

No, Not at all May Consider No, shall not Can’t Say0

5

10

15

20

25

30

35

40

27

1013

40 Series3Series2Reaction of Consumers

15) Reasons for Not Switching over to Other Brands

Ans. All the consumers why they continue to buy the old Brand gave various reasons. The most important

reasons give by the consumers were:

Taste/Flavour

Brand

Image

Quality

Packaging

Consumer Research:

Consumer research deals with consumer and their problems and solution to the

problems. In this I came to know about the consumers need and expectation levels regarding products and

ascertainable levels of consumer satisfaction.

Product Research:

Under Product research I came to know about the Modification which consumers

want as to the quality, packing, shape, colour, and quantity etc of their favourite chocolate

Pricing Research:

This includes ability to consume, to pay for the product, how much a person can

spend on his/her favourite chocolate. In this i have tried to find out consumers price expectations and

reactions.

Advertising Research:

Under this I have concluded that whether the advertisement appeals the Consumers or

not. This also includes evaluating and selecting the proper media-mix and measuring advertising

effectiveness.

4.2 FINDINGS

A survey of the people has been conducted to know the Liking pattern of the two products Cadbury

and Nestle. It is observed that overall people like to eat Cadbury brand rather than Nestle Brands. It is

concluded that mostly people preferred Dairy Milk of Cadbury due to its flavour/taste, quality and image and

due to its hard form. Some people often like to have a chocolate with good flavour, quality and crunchiness

so they are going towards Bar-one and Milk Chocolates of Nestle due to its taste and crunchiness.

It is thus concluded from the facts collected that mostly people refer to buy big pack of their

favourite chocolate, and something some of them go for small and family pack.

Company should concentrate more on television for advertisement, as mostly people get attracted

through television only.

For promotional offers, company should go for free gifts rather than going for other ways.

Nestle Company should concentrate on its packing as people are least satisfied with it while Cadbury

should concentrate on the shape of a chocolate.

People are unsatisfied with the price and quantity of chocolate so companies should concentrate in

this regard also.

4.3 CONCLUSION

4.4 SUGGESTIONS RECOMMENDATIONS

Bibliography

http://www.cadburyindia.com

http://www.nestle.com

http://www.aphrodite-chocolates.co.uk/history_chocolate.htm

http://www.google.com

http://www.cadbury.co.nz/carnival/index.htm

http://www.packaging-technology.com/cadbury4.html

http://www.chocolatereview.co.uk

http://en.wikipedia.org/wiki/preference

CHAPTER 5