01-09-2012, 04:02 PM
A MARKET SURVEY ON CONSUMER USAGE AND SATISFACTION REGARDING SURF EXCEL IN NEDUMKANDAM TOWN IN KERALA
surf excel project FINALs.doc (Size: 2.97 MB / Downloads: 49)
INTRODUCTION
Marketing stresses the importance of consumer. The product producers must know the preference of the consumers. Consumer is the king of the market. The concept has no reliance to Indian consumers. Since the course is related to business field, each and every candidate should come to know about what is market? And what is sale? The exposure of market situation to a young management graduate is a must thing and the syllabus also provides a good opportunity.
According to Philip Kolter,
“Marketing research is systematic problem analysis, model building and fact finding for the purpose of important decision-making and control in the marketing goods and services.
Marketing research is an effective tool for measuring the consumers’ aspiration, trade channel behavior, competitive actions, etc…, It provides a linkage between the corporate environment and the marketing organization. Marketing research, thus, may be viewed as an important tool used as an aid for tackling problems in marketing.
In today market customer behave very rationally, looking for more value, Then either the value is in term of money, pleasure, status and so on.. For sustaining the Competitive advantage thus becomes the prime priority and challenging task for Companies. Competitive advantage of an organization involves gaining an advantage over other competing firms with regard to the design, delivery, and strategies of the firm. Gaining competitive advantage entail a set of specialized skills, assets, and capabilities for the organization
COMPANY PROFILE
In the summer of 1888, visitors to the Kolkata harbour noticed crates full of Sunlight soap bars, embossed with the words "Made in England by Lever Brothers". With it, began an era of marketing branded Fast Moving Consumer Goods (FMCG).
Soon after followed Lifebuoy in 1895 and other famous brands like Pears, Lux and Vim. Vanaspati was launched in 1918 and the famous Dalda brand came to the market in 1937.
In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati Manufacturing Company, followed by Lever Brothers India Limited (1933) and United Traders Limited (1935). These three companies merged to form HUL in November 1956; HUL offered 10% of its equity to the Indian public, being the first among the foreign subsidiaries to do so. Unilever now holds 52.10% equity in the company. The rest of the shareholding is distributed among about 360,675 individual shareholders and financial institutions.
Simultaneously, deregulation permitted alliances, acquisitions and mergers. In one of the most visible and talked about events of India's corporate history, the erstwhile Tata Oil Mills Company (TOMCO) merged with HUL, effective from April 1, 1993. In 1996, HUL and yet another Tata company, Lakme Limited, formed a 50:50 joint venture, Lakme Unilever Limited, to market Lakme's market-leading cosmetics and other appropriate products of both the companies. Subsequently in 1998, Lakme Limited sold its brands to HUL and divested its 50% stake in the joint venture to the company.
SECONDARY DATA:
Secondary data are those which are already collected by someone for some purpose and are available for the present study for instance, the data collected during census operations are primary data to the department of census and the same data, if used by a research worker for some study, are secondary data. Our sample survey is based on Primary data.
SAMPLING
In our every day life, we have been using sampling theory without knowing about, for example, a house wife tests a small quantity of rice to see whether it has been well-cooked, but will not inspect all the rice. Another example a grain merchant does not examine each grain of what he purchases, similarly a fruit merchant does not inspect each fruit, but inspects only a few of them.
By inspecting a few, they simply believe that the samples give a correct idea about the population. Most of our decisions are based on the examination of a few items only that is sample studies.
CONCLUSION
By the detailed study on the product and market of Surf Excel it was able to get a clear picture of the Past & Present of the products and was able to get in to the assumptions about the future of the product.
The Brand “Surf Excel “has a good and successful past and present in all the markets. It has been sold successfully and has created a good demand all the time. It is also holding a good place in the detergent market with a share of around 10% - 15%.As like for all other products Surf Excel is also facing a tight Competition in the Detergent Market. Since the Competition is too strong the company has to keep on watching the market closely for avoiding any sudden collapse for the product.
For surviving in the Competitive Market in the coming years HUL has to take lot of steps in developing the Surf Excel Products by doing Researches and Analysis, Introducing Innovations and new Technologies, Producing different varieties of products according to the taste of the consumers etc.