1. A Project Report
On
“ TO UNDERSTAND THE BRAND AWARENESS OF VIVEL LOVE
AND NOURISH SOAP (VLN) IN AHMEDABAD CITY.”
Submitted by:
HIMANK SHARMA
N.R INSTITUTE OF BUSINESS
MANAGEMENT
(NRIBM - MBA)

2. Introduction

3. Research methodology
OBJECTIVES
1. To study the exact reasons behind the decreasing Interest of the product Vivel Love
And Nourish which are already serviced by ITC.
2. To study the actual target group where the product is lacking.
3. To study whether the company is actually developing any scheme for the retailers and
the consumers for VLN product
4. To known that the product is actually identified as VLN by the consumers and the
retailers.
SCOPE OF THE RESEARCH STUDY
1. Retailers or Kirana Shops of Ahmadabad region and Consumers from the modern trade
market.
2. Research will help us to know why Retailers and Consumers interest has decreased in
VLN soap.
3. We will come to know some of the reasons regarding downfall of the product in recent
times .
RESEARCH DESIGN
“Descriptive Research” .
PROBLEM STATEMENT
1. ITC started losing it shares in the areas of Personal Care Products.
2. ITC being a customer oriented company wants to know downfall of the product.

4. Continue…
SAMPLING
1. POPULATION
The Population for this study is the users of Personal Care Product .
2. SAMPLING UNIT
• Retailers and Kirana Shop Owners .
• Premium consumers actual users of the product .
3. SAMPLE SIZE
The Sample Size for this Research Study are 500 who are using services of ITC,
• 200 Retailers and
• 300 Consumers .
4. SAMPLING METHOD / TECHNIQUE
The Sampling Method is ‘Non-Probabilistic’ sampling method.
The Sampling Technique is Judgmental Sampling for the retailers and Random sampling
technique for the Consumers.
5. RESEARCH INSTRUMENT/TOOLS
Questionnaire, SPSS software, Microsoft Excel , Analytical tools, etc.

5. Continue…
6. HYPOTHESIS
Personal Care Products
Retailers
Ho : Retailers aren’t satisfied with the Schemes provided by the Company.
Ha : Retailers are satisfied with the Schemes provided by the Company.
Ho : Retailers aren’t satisfied with the Display / Hoardings provided by the company.
Ha : Retailers are satisfied with the Display / Hoardings provided by the Company.
Ho : Retailers aren’t satisfied with the Delivery Time of the product.
Ha : Retailers are satisfied with the Delivery Time of the product.
Ho : Retailers aren’t satisfied with the Credit Facilities provided on Vivel Love And Nourish
Ha : Retailers are satisfied with the Credit Facilities provided on Vivel Love And Nourish.
Ho : Retailers aren’t satisfied with the margin rate provided on Vivel Love And Nourish.
Ha : Retailers are satisfied with the margin rate provided on Vivel Love And Nourish..

6. Consumers
Ho : Consumers are not aware about the product Vivel Love And Nourish.
Ha : Consumers are aware about the product Vivel Love And Nourish.
Ho : Consumers don’t use the product Vivel Love And Nourish.
Ha : Consumers do use the product Vivel Love And Nourish.
Ho : Consumers are not satisfied with the advertisement of the product .
Ha : Consumers are satisfied with the advertisement of the product .
Ho : Consumers do not find Vivel Love And Nourish costly .
Ha : Consumers do find Vivel Love And Nourish costly.
Ho : Consumers are not satisfied with the product Vivel Love And Nourish .
Ha : Consumers are satisfied with the product Vivel Love And Nourish .
Ho : Consumers do not find the product as their 1st preference .
Ha : Consumers do find the product as their 1st preference.
Ho : Consumers with high income level don’t purchase Vivel Love And Nourish.
Ha : Consumers with high income level do purchase Vivel Love And Nourish.
Continue…

7. DATA COLLECTION SOURCE
Primary Data: The data for this research would be collected through Interview &
Questionnaires.
BENEFICIARIES OF THE STUDY
1. The Researcher,
2. ITC,
3. Government,
4. Distributors & Retailers and
5. Consumers
LIMITATIONS OF THE STUDY
1. As market is diversified problem may occur in interpreting satisfaction level of
Retailers and Consumers .
2. Time factor is the biggest limitation in this Research Study.
3. Other factors such as proper feedback and understanding of the questionnaire was also a
major limitation as due to language barrier though it was solved later on.
Continue…

9. ANALYSIS & INTERPRETATION
1. Table & Chart for Area of all Serviced Retailers who were Respondents in this Study
AREA OR ADDRESS OF THE SHOP ?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid "JODHPUR ROAD" 16 8.0 8.0 8.0
VEJALPUR ROAD 14 7.0 7.0 15.0
RAMNAGAR 15 7.5 7.5 22.5
JANTA NAGAR 15 7.5 7.5 30.0
C.G. ROAD 20 10.0 10.0 40.0
SOLA ROAD 21 10.5 10.5 50.5
AMBAWADI ROAD
19 9.5 9.5 60.0
BAPUNAGAR ROAD
20 10.0 10.0 70.0
ODHAV 18 9.0 9.0 79.0
ISANPUR ROAD 14 7.0 7.0 86.0
MANEK CHOWK ROAD
8 4.0 4.0 90.0
RAIPUR ROAD 10 5.0 5.0 95.0
MANINAGAR ROAD
10 5.0 5.0 100.0
Total 200 100.0 100.0
INTERPRETATION
•During my Research study overall 200 retail outlets
have been visited by me .
•Research study is bias free as the data is widely
collected from most of the areas of Ahmedabad City.

10. 2. Table & Bar Diagram which shows the category of Vivel soap has the highest selling by the
Serviced Retailer of ITC
WHICH CATEGORY OF VIVEL SOAPS HAS THE HIGHEST SELLING ?
Frequency Percent
Valid
Perce
nt
Cumulative
Percent
Valid VIVEL LOVE AND
NOURISH 60 30.0 30.0 30.0
VIVEL ALO-VERA
105 52.5 52.5 82.5
VIVEL MIXED
FRUIT 35 17.5 17.5 100.0
Total 200 100.0 100.0
INTERPRETATION : Vivel Alo-vera has the highest selling of about 52.5%
followed by Vivel Love And Nourish of 30% and lastly Vivel Mixed Fruit
17.5% .

11. Sr. No. Hypothesis
Standard
Value
Significant
Value
Test of
Hypothesis
Accepted /
Rejected
Conclusion
1.
Retailers aren’t satisfied
with the Schemes provided
by the Company
0.05 0.00
One-Sample
T-Test
Rejected
Retailers are satisfied
with the schemes
provided by the
Company
2.
Retailers don’t find
Display & Hoardings
creates consumer
awareness.
0.05 0.001 Binomial test Rejected
Retailers do find
Display & Hoardings
creates consumer
awareness.
3.
Retailers aren’t satisfied
with the Delivery Time of
the product.
0.05 0.063
One-Sample
T-Test
Accepted
Retailers aren’t satisfied
with the Delivery Time
of the product.
4.
Retailers aren’t satisfied
with the Credit Facilities
provided on Vivel love and
nourish
0.05 0.020
One-Sample
T-Test
Rejected
Retailers are satisfied
with the Credit Facilities
provided on Vivel Love
And Nourish.
5.
Retailers aren’t satisfied
with the Margin Rate
provided on Vivel love and
nourish
0.05 0.019
One-Sample
T-Test
Rejected
Retailers are satisfied
with the Margin Rate
provided on Vivel Love
And Nourish.

12. 1. 35% of the retailers find the schemes offered on Vivel love and nourish as satisfactory
followed by 23% dissatisfied, 19% highly dissatisfied , 20% neutral response and 3%
highly satisfied.
2. 61.5% agree that displays and hording helps in creating consumer awareness and
38.5% don’t agree.
3. 33% of the retailers are satisfied with the delivery time of the product Vivel love and
nourish followed by 22.5% dissatisfied ,7% highly dissatisfied .
4. 25.5% are satisfied with the credit facility provided on Vivel love and nourish followed
by 17.5% of the retailers are dissatisfied , 12% highly dissatisfied.
5. 31% are satisfied with the margin rate retailers get on Vivel love and nourish soap
followed by 26% of the retailers have neutral reply , 19% dissatisfied.
Findings & interpretation

14. 4 .Table & Chart which shows the awareness level of the consumers for the brand of
soaps in the region of Ahmadabad
BRAND OF SOAPS YES NO
VIVEL 193 107
DOVE 198 102
LUX 234 66
LIRIL 108 192
PEARS 195 105
CINTHOL 230 70
SANTOOR 189 111
0
50
100
150
200
250
YES
NO
INTERPRETATION : 300 samples 234 people are highly aware about LUX soap i.e. 78%
and least is LIRIL soap with 108 i.e., 36%
VIVEL has the consumer awareness rate of about 193 people out 0f 300 sample i.e., 64.3%.

15. 5 . Table & Chart which shows the number of consumers who buy Vivel love and
nourish
BUY VIVEL LOVE AND NOURISH YES NO
PRICE 97 80
QUALITY 75 102
PACKAGING 86 91
FRAGRANCE 114 63
BRAND IMAGE 114 63
0
20
40
60
80
100
120
YES
NO
Statistics
WHAT
MAKES
YOU BUY
VIVEL
LOVE AND
NOURISH
? PRICE
WHAT
MAKES
YOU BUY
VIVEL
LOVE
AND
NOURISH
?
QUALITY
WHAT
MAKES
YOU BUY
VIVEL
LOVE
AND
NOURISH
?
PACKAGI
NG
WHAT
MAKES
YOU BUY
VIVEL
LOVE
AND
NOURISH
?
FRAGRA
NCE
WHAT
MAKES
YOU BUY
VIVEL
LOVE
AND
NOURISH
? BRAND
IMAGE
N Valid 177 177 177 177 177
Missing 123 123 123 123 123
INTERPRETATION : What makes consumers buy
Vivel Love And Nourish depends on the following
categories 64% people have considered fragrance
and brand image for Vivel Love And Nourish and
than price , quality and packaging in buying the
soap.

16. Sr. No. Hypothesis Standard Value
Significant
Value
Test of Hypothesis
Accepted /
Rejected
Conclusion
1.
Consumers are not aware
about Vivel Love And
Nourish Soap
0.05 0.002 Binomial T-Test Rejected
Consumers are aware about
Vivel love and nourish soap.
2.
Consumers don’t use the
product Vivel Love And
Nourish Soap.
0.05 0.002 Binomial test Rejected
Consumers do use Vivel love
and nourish soap.
3.
Consumers are not satisfied
with the advertisement of
the product Vivel love and
nourish.
0.05 0.343 One-Sample T-Test Accepted
Consumers are not satisfied
with the advertisement of the
product Vivel Love And
Nourish.
4.
Consumers do not find
Vivel love and nourish soap
costly.
0.05 0.229 Binomial test Accepted
Consumers do not find Vivel
Love And Nourish Soap
Costly
5.
Consumers do not find the
product as their 1st
preference .
0.05 0.00 One-Sample T-Test Rejected
Consumers do find the
product as their 1st
preference.
6.
Consumers are not satisfied
with the product Vivel Love
And Nourish.
0.05 0.343 One sample t-test Accepted
Consumers are not satisfied
with the product Vivel Love
And Nourish
7.
Consumers with high
income level don’t purchase
Vivel love and nourish
0.05 0.189 Chi-square Accepted
Consumers with high income
level don’t purchase Vivel
Love And Nourish

17. Findings & interpretation
1. Out of 100% only 59% of the consumers are aware of Vivel love and nourish and 41%
are not aware of the product .
2. 59% of the consumers have used Vivel love and nourish and 41% have never used the
product .
3. 30.5% of the consumers find the advertisement of Vivel love and nourish fair followed
by 23.7% bad , 22% good ,13.6% worst and 10.2% excellent.
4. Out of 300 sample only 177 respondents have valid reply and 123 respondents have not
replied i.e. only 32.3% found that Vivel love and nourish soap is costly & 26.7% don’t
find Vivel love and nourish costly.
5. 33.9% agree that Vivel love and nourish soap would be their 1st preference followed by
30.5% replied neutral , 15.8% strongly agree, 14.7% disagree.
6. 30.5% of the consumers are neutrally satisfied with the product Vivel love and nourish
followed by 23.7% satisfied , 22% dissatisfied ,13.6 % highly satisfied and 10.2% highly
dissatisfied.
7. Relating income level and how frequently people purchase Vivel love and nourish we
see that between income level 21000-30000 44% respondents purchase Vivel love and
nourish soap sometimes which is the highest level of respond.

18. SUGGESTIONS &
RECOMMENDATIONS
1. Display your product prominently in stores.
2. Sell your product at locations where people congregate, such as a check-out line .
3. Increasing the efficiency of distribution system. Ensuring every shop in the area must
have the Vivel Love And Nourish Soaps.
4. Appointing knowledgeable salesmen who can explain the product to retailers
effectively , and also knowledgeable promoters in the malls and super markets who can
explain the benefits of the product to the consumers.
5. Tie up with regional/local newspapers running competitions at the time of festive
season. Create attention-grabbing advertisements that prominently display your product
and explain its value.
6. Sponsor public events.
7. Live audience as actors and make them feel how Vivel Love And Nourish is better than
other brand of soaps , this will create a very excellent advertising campaign for the
company

19. CONCLUSION
 From the above comparison :
 Dove has been around as a best competitor and has its loyalists, but Vivel Love
And Nourish scores a high range with fragrance , brand image and price and
packaging .
 Price of the product must be reduced so that the retailers and consumers don’t
find loss in either case
 There is a need to put the image of our product Vivel Love And Nourish in the
mind of customers before they come to purchase at shop or malls
 There is need of more focus on the sales of Personal Care Products just need to
concentrate more on its marketing.
.

20. BIBLIOGRAPHY
 Dasgupta Pritha. (2015, April 17). ITC’s media account may soon be up for grabs.
ET Bureau .
 Economic Times . (2013, February 11). ITC's Vivel brand expands its skin care
portfolio. PTI .
 ITC. (2014, SEPTEMBER 26). Fiama Di Wills collaborates with Masaba Gupta.
Retrieved SEPTEMBER 26, 2014, from ITC PORTAL:
http://www.itcportal.com/media-centre/press-releases-
content.aspx?id=1528&type=C&news=fiama-di-wills-collaborates-with-masaba-
gupta
 ITC. (2013). ITC looks away from fairness for men in personal wash. KOLKATA:
Business Standard.
 ITC. (2014, November 4). Vivel Launches Love & Nourish. Retrieved November 4,
2014, from itc portal: http://www.itcportal.com/media-centre/press-releases-
content.aspx?id=1534&type=C&news=Vivel-Launches-Love-Nourish