A

Project
On
Reserch Methodology on
Hamam Soap of HUL
SUBMITTED BY
Kapil Kumar Shivcharan Rinva
Roll No.:- 65
MCOM PART-II, SEM-III
PROJECT GUIDE
Prof. Prajna Shetty
(Research Methodology)

SUBMITTED TO
UNIVERSITY OF MUMBAI
RAJASTHANI SAMMELANS
Ghanshyamdas Saraf College
of Arts & Commerce
Affiliated to University of Mumbai
Reaccredited by NAAC with A Grade
S.V. Road, Malad (W)
Mumbai 400 064
A.Y. 201617

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 RAJASTHANI SAMMELANS
GhanshyamdasSaraf College
Of (Arts & Commerce)
Reaccredated by NAAC with A Grade
S.V. Road, Malad (W)
Mumbai 400 064
A.Y. 2016 17

CERTIFICATE

I Prof. Prajna Shetty hereby certify that Mr. Kapil Kumar Shivcharan Rinva a student of
Ghanshyamdas Saraf College of Arts & Commerce, Mcom Part-II, Sem- III has completed
Project on Reserch Methodology on Hamam Soap of HUL in the academic year 2016-
2017.

Thus information submitted is true and Original to the best of my knowledge.

Project Guide:- Dr. Lipi Mukherjee Principal:-

Date:-

External Examiner:- College Seal:-

Date:-

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 ACKNOWLEDGEMENT

I take this opportunity to thank the UNIVERSITY OF MUMBAI for giving me a chance to
do this project.

I express my sincere gratitude to the Principal Dr. Sujata Karmarkar, Chief Co-ordinator Dr.
Lipi Mukherjee and Guide Prof. Prajna Shetty teaching faculty and our librarian for their
constant support and helping for completing the project

I am also grateful to my friends for giving me moral support during the course of my project
work. Lastly, I would like to thank each and every person who helped me in completing the
project successfully especially MY PARENTS.

Student Signature

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 DECLARATION

I Kapil Kumar Shivcharan Rinva student of Ghanshyamdas Saraf College of arts &
Commerce, Malad (W), MCOM Part-II, Sem- III, hereby declare that I have completed
project on Research Methodology on Hamam Soap of HUL in the Academic Year 2016-
2017. This information Submitted is true and original to the best of my Knowledge.

Date:- Signature of Student

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Executive Summary:-

The Research has been conducted on the Hamam Soap of HUL. The area of south
India is mainly covered. The soap has the tough competence from Medimix soap, Rexona,
Margo, Patanjali Products Etc. The tagline may be used as:-

Ten Skin Problems No Tension!

Hamam Soap is a 300 Crore herbal soap brand & it is the Market leader in Tamilnadu. The
research has been shown that the HUL should advertise its product in different manner &
they have to cover all the market areas not only south India.

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 INDEX
Sr. No. Chapter Name Page No.
1. Executive Summary 5
2. Introduction to HUL 6
3. History of HUL 6
4. Brands of HUL 9
5. Research 9
6. Scope of Study 10
7. Profile of Hamam 12
8. Literature Review 14
9. Methods of Research 16
10. Data Analysis Tools 17
11. Limitation 19
12. Marketing Mix 20
13. SWOT Analysis 22
15. Conclusion 26
16. Bibliography 27
17. Questionairs 28

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Introduction to the Organisation:-
Unilevers journey as business organization started at 1872 as
margarine business. In 1890, the company was named as Lever
Brothers Limited. In 1930 Margarine Unie (Netherland) and Lever
Brothers Limited (UK) merged and renamed as Unilever Limited.
Serving 2 billion customers worldwide, the company is achieving
annual turnover of 51 billion in 2012 (Unilever, 2013). The company
sells its products across 190 countries where emerging market now
counts for 55% of the business.

The company have portfolio of 14 cash cow brand that are generating 1 billion sales
worldwide. The company employs around 173,000 people around the globe (Unilever PLC.
2013a). The portfolio of categories shows that around 35% of revenue comes from Suvoury,
Dressing and spread, followed by Personal Care which is about 28%, Home Care which is
18% and food and beverage segment covers 19%. Unilever has a portfolio of 400 brands
among which some are world largest in terms of generating ideas. With an asset base of
46.16 billion, the company has operating profit of about 7 billion (Unilever PLC. 2013b).

Hindustan Unilever Limited (HUL) is an Indian consumer goods company based in

Mumbai, Maharashtra. It is owned by Anglo-Dutch company Unilever which owns a 67%
controlling share in HUL as of March 2015 and is the holding company of HUL. [2] HUL's
products include foods, beverages, cleaning agents, personal care products and water
purifiers.

Hindustan Unilever's distribution covers over 2 million retail outlets across India
directly and its products are available in over 6.4 million outlets in the country. As per
Nielsen market research data, two out of three Indians use HUL products.

History:-

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 67.2% equity in the company. The rest of the
shareholding is distributed among about three lakh individual shareholders and financial
institutions.

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 The erstwhile Brooke Bond's presence in India dates back to 1900. By 1903, the
company had launched Red Label tea in the country. In 1912, Brooke Bond & Co. India
Limited was formed. Brooke Bond joined the Unilever fold in 1984 through an international
acquisition. The erstwhile Lipton's links with India were forged in 1898. Unilever acquired
Lipton in 1972, and in 1977 Lipton Tea (India) Limited was incorporated.

Pond's (India) Limited had been present in India since 1947. It joined the Unilever
fold through an international acquisition of Chesebrough Pond's USA in 1986.

Since the very early years, HUL has vigorously responded to the stimulus of
economic growth. The growth process has been accompanied by judicious diversification,
always in line with Indian opinions and aspirations.

The liberalisation of the Indian economy, started in 1991, clearly marked an inflexion
in HUL's and the Group's growth curve. Removal of the regulatory framework allowed the
company to explore every single product and opportunity segment, without any constraints
on production capacity.

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.

HUL formed a 50:50 joint venture with the US-based Kimberly Clark Corporation in
1994, Kimberly-Clark Lever Ltd, which markets Huggies Diapers and Kotex Sanitary Pads.
HUL has also set up a subsidiary in Nepal, Unilever Nepal Limited (UNL), and its factory
represents the largest manufacturing investment in the Himalayan kingdom. The UNL factory
manufactures HUL's products like Soaps, Detergents and Personal Products both for the
domestic market and exports to India.

The 1990s also witnessed a string of crucial mergers, acquisitions and alliances on the
Foods and Beverages front. In 1992, the erstwhile Brooke Bond acquired Kothari General

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Foods, with significant interests in Instant Coffee. In 1993, it acquired the Kissan business
from the UB Group and the Dollops Icecream business from Cadbury India.

As a measure of backward integration, Tea Estates and Doom Dooma, two plantation
companies of Unilever, were merged with Brooke Bond. Then in 1994, Brooke Bond India
and Lipton India merged to form Brooke Bond Lipton India Limited (BBLIL), enabling
greater focus and ensuring synergy in the traditional Beverages business. 1994 witnessed
BBLIL launching the Wall's range of Frozen Desserts. By the end of the year, the company
entered into a strategic alliance with the Kwality Icecream Group families and in 1995 the
Milkfood 100% Icecream marketing and distribution rights too were acquired.

Finally, BBLIL merged with HUL, with effect from January 1, 1996. The internal
restructuring culminated in the merger of Pond's (India) Limited (PIL) with HUL in 1998.
The two companies had significant overlaps in Personal Products, Speciality Chemicals and
Exports businesses, besides a common distribution system since 1993 for Personal Products.
The two also had a common management pool and a technology base. The amalgamation was
done to ensure for the Group, benefits from scale economies both in domestic and export
markets and enable it to fund investments required for aggressively building new categories.

In January 2000, in a historic step, the government decided to award 74 per cent
equity in Modern Foods to HUL, thereby beginning the divestment of government equity in
public sector undertakings (PSU) to private sector partners. HUL's entry into Bread is a
strategic extension of the company's wheat business. In 2002, HUL acquired the
government's remaining stake in Modern Foods.

In 2003, HUL acquired the Cooked Shrimp and Pasteurised Crabmeat business of the
Amalgam Group of Companies, a leader in value added Marine Products exports.

HUL launched a slew of new business initiatives in the early part of 2000s. Project
Shakti was started in 2001. It is a rural initiative that targets small villages populated by less
than 5000 individuals. It is a unique win-win initiative that catalyses rural affluence even as it
benefits business. Currently, there are over 45,000 Shakti entrepreneurs covering over
100,000 villages across 15 states and reaching to over 3 million homes.

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 In 2002, HUL made its foray into Ayurvedic health & beauty centre category with the
Ayush product range and Ayush Therapy Centres. Hindustan Unilever Network, Direct to
home business was launched in 2003 and this was followed by the launch of Pureit water
purifier in 2004.

In 2007, the Company name was formally changed to Hindustan Unilever Limited
after receiving the approval of share holders during the 74th AGM on 18 May 2007. Brooke
Bond and Surf Excel breached the the Rs 1,000 crore sales mark the same year followed by
Wheel which crossed the Rs.2,000 crore sales milestone in 2008.

On 17th October 2008 , HUL completed 75 years of corporate existence in India.

In January 2010, the HUL head office shifted from the landmark Lever House, at
Backbay Reclamation, Mumbai to the new campus in Andheri (E), Mumbai.

On 15th November, 2010, the Unilever Sustainable Living Plan was officially
launched in India at New Delhi.

In March, 2012 HULs state of the art Learning Centre was inaugurated at the
Hindustan Unilever campus at Andheri, Mumbai.

In April, 2012, the Customer Insight & Innovation Centre (CiiC) was inaugurated at
the Hindustan Unilever campus at Andheri, Mumbai

HUL completes 80 years of corporate existence in India on October 17th, 2013.

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Brands:-

HUL is the market leader in Indian consumer products with presence in over 20
consumer categories such as soaps, tea, detergents and shampoos amongst others with over
700 million Indian consumers using its products. Sixteen of HUL's brands featured in the
ACNielsen Brand Equity list of 100 Most Trusted Brands Annual Survey (2014), carried out
by Brand Equity, a supplement of The Economic Times.

The "most trusted brands" from HUL in the top 100 list (their rankings in brackets)
are: Lux (6), Surf Excel (7), Clinic Plus (8), Rin (13), Lifebuoy (15), Close up (21), Pond's
(22), Pepsodent (24), Fair & Lovely (29), Hamam (30), Sunsilk (34), Vim (48), Wheel (67),
Vaseline (70),Pears (78), Lakme (91).

The latest launches for Hindustan Unilever include: Knorr Chinese Noodles,
Schezwan and Hot & Spicy, Lakme Absolute Sculpt Range, Lakme Lip Love, Magnum
Choco Cappuccino and Axe Gold Temptation.

RESEARCH:-

Meaning of Research

Research comprises "creative work undertaken on a systematic basis in order

to increase the stock of knowledge, including knowledge of humans, culture and
society, and the use of this stock of knowledge to devise new applications.

It is used to establish or confirm facts, reaffirm the results of previous work,

solve new or existing problems, support theorems, or develop new theories. A
research project may also be an expansion on past work in the field. To test the
validity of instruments, procedures, or experiments, research may replicate elements
of prior projects, or the project as a whole.

Research objective
Every research is conducted with fulfillment of some objectives in mind.
Those objectives persuade the researcher to pursue research in this field of study to
enrich the researcher intellectual observation.

The following are the research objective of the study which motivates the
researcher to pursue this research.

To review brand extension strategy in personal care product.

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 To trace out the reasons that plays key role in developing brand extensions
strategy in personal care products.
To explore the critically success factors that determines the effectiveness of
brand extension strategy in personal care products.
To extract out how brand campaign, media planning, customer attitude, brand
development and management, public relation played role in affecting success
of brand extension of Hamam brand of Unilever.
To evaluate the outcome of the study through statistical test to validate the
findings of the study on rand extension strategy of Hamam.
To suggest appropriate and specific recommendations and to provide
conclusion along with mentioning the scope of future scope of study.

Scope of the Study

Brand is perceived to be very important factor to position product in
consumers mind. A brand image has become a salient resource and critical success
factors of competition which gives firm competitive advantage in product market.

To leverage on such competitive edge firms at times takes strategy of brand

extension to leverage the success of existing brand to optimize and rationalized
investment in brand. But such brand extension produced mixed result in terms of
effectiveness or return on brand extension due to brand fit with product launched,
functionality of brand and consumer attitude to accept new product (Kim and
Deborah, 2008). To change consumer perception on the ground of functional benefit
of brand, organization has to reshuffle its branding communication to reposition brand
in consumer mind which communicate a broader view of brand rather than functional
benefits.

Sources of Data collection

To do a research always we use two sources of data collection. Primary and secondry

Primary Source:

It is the source which collects the primary data through Questionnaire and
record the raw data for further analysis, Primary source is used by the face-to-face
survey with the customers of the company.

Secondary Source:

Secondary source is the internet, magazines, and old data files of the research.

Research Methodology
Research methodology will be third chapter of the research, which is mainly a
roadmap of the research to the outcome, which will be employed with different type
of methodology to extract out the insight from the incumbent research (Hunter and

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 Leahey, 2008). The research methodology section will employ the following
techniques.

1. Design of Research
The most important element in research methodology is research design which
will be cornerstone for further research steps to extract out relevant information from
collected data. The research design consist of planning of research, dissecting and
collecting raw data and observations from the key stakeholders to build a harmonious
research that will fulfill social objectives (Brymanand and Bell, 2003). The research
design is launched with research philosophy.

2. Philosophy of Research

The research philosophy is very important ingredient of research design where

philosophy concentrates on reasoning of rationality and scientific approaches, law of
generalization to develop and establish knowledge. This research is based on positivism
philosophy where transparency of research will be ensured through usage of true sense to
make reproduction of information (Hussey and Hussey, 2007). This philosophy of
research mainly employs scientific tools and techniques to reason knowledge of
imagination extracted from observed behavior (Saunders et al, 2009). The research
philosophy that stands against this research philosophy is anti-positivism philosophy
which prefers people judgment on research issues. Positivism philosophy uses statistical
tools which is not used by anti-positivism philosophy (Remeniyi et al, 2008).

Justification of Positivism Philosophy

The justification for selecting positivism philosophy is that in this philosophy
research is carried out on through objective manner to explore the cause effect
relationship between exogenous and indigenous variables (Irving, 2006).

3. Research Approach
There are mainly two broad type of research is used by the researcher for
conducting research. These approaches are induction and deduction approach. This
research will be based on deduction approach, which is a top down research approach
concentrating to relate research outcome with reasoning rather than a subjective
general statement.

This approach is very much relevant to bring a concrete conclusion. Deductive

approach depends on earlier conceptual and theoretical structure, which is supported
by quantitative data (Steinar, 2007).

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 Justification of Deduction Approach
The strongest argument of using deduction approach is that this approach is
based on scientific principles, which leads to highly structured and organized ground
for the development of research hypothesis.

This approach is also relevant for collection of research data to elucidate the
relation and dependency among the variables to prove the hypothesis (Kumar, 2008).

PROFILE OF HAMAM:

Hamam brings alive the wisdom behind time-

less skincare rituals in convenient and contemporary
formats.
Launched in 1931 as a mild, family soap,
Hamam soon drew a large natural following long
before it was trendy or fashionable to use products
with natural ingredients. Perhaps the only Indian-made natural soap at the time, Hamam was
embraced by mothers and doctors alike, for its purity and safety on skin.

Only Hamam has Neem, Tulsi and Aloe Vera which give effective protection from 10
skin problems like rashes, pimples, prickly heat, body odour etc.

Hamam is the most recommended soap by doctors in Tamil Nadu and has a long
standing heritage of use traditional ingredients to bring effective skin protection to its
consumers.

Key Facts:-
A 300 Crore Herbal soap brand

Market leader in Tamil Nadu

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History of Hamam:-

Hamam soap was established in 1931 as a mild soap that could be used by families. Hamam
used its natural ingredients in its products long before using all natural ingredients was a
trend. It was, at one time, the only Indian-made natural soap. It is said to be pure and safe on
the skin. Hamam is the most recommended soap in Tamil Nadu by doctors. Hamam is a soap
that has Neem, Tulsi, and Aloe Vera, all of which protect the skin from rashes, pimples, and
body odor. Hamam soap comes in three different variations which include:

Sampoorna Snan:-

Hamam Scrub Bath:-

Abhayanga Snan:-

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 Literature Review
Literature review is very important part of any credible research and it
provides the research an opportunity to review similar and related previous research to
take knowledgeable insight to design his or her study. The second chapter of the
research will cover the literature review related to title of the research. The following
sections will be covered by this chapter.

1. Brand
Brand can be defined as name, tern, sign, symbol or design, or a combination
of them intended to identify the goods and services of one seller or group of sellers
and to differentiate them from those of other sellers (AMA, 2011).

2. Brand Extension and Types of Brand Extension

Brand extension is strategy of launching and selling new product under an
established brand name of other existing products to persuade customers perception
with success of existing products (Monga and Deborah, 2007). Extension can be
described as strategy to sell new products without establishing a new brand of the
company (Chen and Liu, 2004).There are two types of brand extension mostly used in
branding strategy. The following graph is elucidating such types of brand extension.

Figure: Types of Brand Extension

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3. The Reasons of Brand Extension
There are logics why organization goes with brand extension instead of
launching new brand for every new product. The most influential arguments are
reducing risk and cost of launching new products, increasing sales and profit of the
company and being able to ask a premium price (Alokparna and Zeynep, 2012).

The other reason includes increase brand awareness and perceived brand value
of the company (Smith and Park, 1992).

4. Brand Extension in Personal Care products

Brand extension in personal care product is more prevalent than other types of
product due to homogeneity in product nature and communication of common
perception to the consumers. From Unilever to P&G everyone does follow brand
extension strategy more or less in their personal product portfolio (Xie, 2008).

5. Factors that Determines the success of Brand Extension strategy

Various factors brand extension strategy of personal care products. The given
case outlined the following factors that were considered influential in affecting brand
extension strategy to Hamam from soap to other personal care products

i. Branding Campaign
Branding campaign is very important parameter to change customer
perception from a narrower point of view to broader point of view. Earlier Hamam is
considered a cleansing cream or moisturizing cream (Tom et al, 2012). Whenever
Unilever intended to communicate Hamam as Masterbrand, it reshuffles its
campaigning strategy to communicate Hamam brand campaign as Campaign for
Real Beauty (Deighton, 2008).The case produced the following discussion.

ii. Branding to Change Customer Attitude

Successful brand extension strategy change customer attitude to the favor of
new product launched under established product category. In Hamam case, the
branding campaign redefines the notion of beauty to the women of the world by
saying that every womanpossesses real beauty, which is merely not defined by size,
skin or age. The brand defines beauty as function of self-esteem, feeling superiority
about oneself. Such bold step to change women attitude toward beauty invites
discussion and debate, which ultimately gave the familiarity of new product under
Hamam brand (Deighton, 2008a). The following comments are from Marketing
Director of Hamam.

iii. Media Planning

Media planning is very important to communicate brand extension to new
launched products. The effectiveness of media planning largely defines how
effectively and efficiently message can be communicated to the target customers (Jack
and Roger, 2002). Uniqueness and cost consideration are most influential ingredients
in media planning where company favors to choose unusual media to attract easily
customers attention and least cost media to save marketing cost of the organization

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 (Clarke, 1997). Hamam posted a filming featuring Hamam in YouTube for which
Unilever did not spend a penny literally.

iv. Brand Development and Brand Management

Brand development is successful predictor of brand future. If an innovative
and compelling brand is developed, it is mostly assured that brand will emerge as
successful. Whenever a brand is successfully positioned in one product category, it is
very easy to extend it to new product (Kumar, 2005). Successful brand development
requires innovative brand development team, alignment of branding communication
with characteristic of products so that they best fits each other (Monga and Deborah,
2007).In case of Hamam Brand, extension brand development was separated from
brand management in specific market.

v. Public Relation and Brand Extension

Public relation or PR is emerging as very effective tool in communicating
messages of new brand or brand extension to customers. The recent observation is
that impact of advertisement is falling and that of PR is rising. PR is more effective
when it comes to matter of communicating credibility of brand, saving of cost and
clutter (Vlckner and Henrik, 2006). Moreover, Brand friendliness with PR can
formulate a compelling communication strategy of brand extension with low cost
(Tom et al, 2012a). Public relation of Hamam was compelling covering both positive
and criticism comments from leading press and marketing commentators which gave
the firm great publicity (Deighton, 2008).New York Times mentioned about PR
success of Hamam as below

6. Methods of Research
Quantitative and qualitative two research methods will be used in this research
through application of different qualitative and quantitative research technique.

i. Quantitative Methods
This method will be used for collecting primary data collection. Different
statistical parameters will be used under this method. The graphical presentation will
be employed as instrument of quantitative method along with charts to display
information more visibly (Churchill and Iacobucci, 2005).

ii. Qualitative Research

In case of subjective measurement qualitative technique will be employed.
Brand extension and product categories have many dimensions that are qualitative in
nature which need subjective evaluation. This method will be used mostly in case of
data which are nonnumeric in nature and more concerned with behavioral aspect of
the respondents.

This research has applied a mixed approach of research by incorporating

qualitative and quantitative variable. Quantitative one has been applied to find the
Effectiveness of Brand extension in case of Personal care products. On the other hand,

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 to measure impact of public relation, media planning and brand management
qualitative approach will be used.

7. Data Sources
Data will be collected from mainly two types of sources, primary sources and
secondary sources. For primary data, population will be female customers of Unilever
in London. Beyond customers, brand manager of Hamam at Unilever UK will be
asked for an interview, which is also another source of primary data. Total 100
customers will be surveyed and three managers will be interviewed.

The primary data will be concerned with collection of data through a

questionnaire that will ask about demographic profile of customers and research topic
related questions where respondent will be asked on predetermined questions (Agresti
and Finlay, 2009). The questionnaire will provide some statements and give
respondent to put score based on their opinion. The secondary source of data will be
relevant articles, books, website and annual report of Unilever. Appropriate
referencing will be provided to authenticate the sources of secondary data.

8. Sampling, Design and Size

i. Target Population
The target population of the research is all the potential respondents relevant
to research study within some specific parameters (Churchill and Iacobucci, 2005).
For the purpose of this study, the population included users of Hamam brand of
Unilever Tamilnadu in India. The demography of the respondent is developed in such
a way that customers from different age, ethnicity and income level is selected.

ii. Sampling
Sampling is a technique to filter respondent from population to conduct the
study as deal with whole population is literally impossible. the influential sampling
method is probability sampling where equal chance of each candidate from
population might be selected.

There are other sampling technique that could be employed in this research
study which are random sampling, systematic sampling, stratified random sampling
etc(Foss, 2007). Having considered time and resource constraint, convenience
sampling technique is best suited with this study.

iii. Design of Sample

Design of sample refers to the process of selection of sample units. A self-
administered survey will be conducted among the targeted sample and the in person
with users of Hamam brand in India.

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 iv. Sample size:-
A sample size of 100 is expected to be collected for this study. Beyond them 3
managers will be asked for interview. Enough time will be given to each participant to
reduce the error. The questionnaire is designed in simple English to reduce risk of
ambiguity.

9. Data Analysis Tools and Techniques

Graph, table and different diagram will be used to display data that will be
collected through questionnaire. These will be done in primary data analysis. The core
part of the questionnaire will be based on 5-point Likeart Scale. The questionnaire
provided to female users of Hamam will consist of close-ended questions and
interview questionnaire provided to the managers of Unilever will be open-ended
questions. To assess the responses C-alpha test will be employed. The following
techniques will also be used in this study.

a. Usage of Statistical Tools for Analysis

To examine, filter and transform the collected data with research objective
statistical tools will be used for reaching conclusion and approving decision making
(Panneerselvam, 2004). Data will be analyzed through application of most up to date
statistical tools used in business research.Two distinct questionnaires were used in this
research to analyze effectiveness of brand extension strategy of Hamam brand. The
following statistical tools have been used in this research.

Graphical Technique:
The graph will be produced in spreadsheet software of Microsoft Office Excel.
In addition to generation of graphs, excel will be used in most quantitative analysis of
the study.
Pearson Correlation Matrix:
Correlation matrix is in fact a technique to develop relation between
dependent and independent variables. It mainly observed how variables are dependent
of each other.
Scaling Technique:
Scaling technique will be used in this study in case of subjective evaluation of
respondents. In this procedure, weight is assigned according to rank (Cooper and
Schindler, 2008). Result will be presented as percentage through rank percentage
analysis.

7. Ethical Consideration
To complete research with appropriate research guidelines research ethics is
very important. Considering ethical aspect of research enough time is given to the
respondent of the study so that they can depict their true view on research questions.
Primary and secondary data will be used in this study. Consent from the respondents
will be taken and appropriate permission will also be ensured for usage of their given
data. Confidentiality of the responses will be maintained strictly to ensure privacy of
their data. The disclosure of respondent identity will be based on their permission

20
 where if they are not willing to disclose identity, their identity will not be exhibited.
Beyond that fact, usage of any secondary data from any source will be acknowledged
with appropriate reference. Hence, the ethical aspect of research will be followed very
strictly in this research.

8. Possible Research Outcome

The research is pursued to find out whether brand extension strategy of
personal care product is effective through analyzing the case of Hamam brand of
Unilever. The incumbent researcher is very must interested to explore the association
of brand extension through different factors in making success of newly launched
products. The research will produce how brand campaign, customer perception
towards brand, brand development and management, and brand, media planning and
public relation associates in making brand extension effective in case of Hamam
brand of Unilever.

9. Limitation
The main limitation of the research is the period allocated for conducting the
study.
The inability to remove the biasness of the responses due to subjective nature
of the data.
Another limitation is the dimension factors related in brand extension in
addition to mentioned factors, which might produce incomplete conclusion.

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Marketing Mix:-

PRICE:

If the brand is in indian market, this factor forms the base for any marketing strategy.
with the entry in indian market in 1995 it was priced at Rs. 50. and now its Rs.45 in 2014.
They have taken the middle class into account and thats the segment they are targeting to
increase their potential market.

PRODUCT:-

They have come up with different varieties of soap bar such as :Natural Bar, cool
moisture bar, winter care bar claimed to contain combination of moisturizer and softness so
as to satisfy the particular need which was earlier not met. targeted users between all the age
group as potential buyers.

PROMOTION(ADVERTISEMENT):-

Considering non models as their product showcasers has benefitted a lot and thats
what a customer needs: finding themselves in them
As of now, they are targeting the male customers as well. They have identified their
customers (mostly women) and accordingly the segmentation was done along with the
powerful projection of the various Hamam bars through sensible advertisements.

PLACE:-

Where is your product available?

Supermarkets, convenience outlets, drugstores
Nationwide
Retail Stores

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NEEDS, WANTS & DEMANDS

Needs:

People need a soap that has Neem, Tulsi, and Aloe Vera, all of which protect the skin
from rashes, pimples, and body odor.

Wants:

People between all the age group wants Hamam as it is the only soap with
moisturizing cream, smells good, no soap residues after wash, pimples in 7 days, price,
availability.

Demands:

Moisturized and healthy skin, good smell, white skin, no remains after wash, known
brand, have an appealing look.and the most important part , they all want all these at a
minimum price.

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SWOT:-

The target market of Hamam has already been discussed and explained in detail that
they target People & Safe them with any moisturiser. According to the market, the Niche of
Hamam has an estimated value of $0.9 billion and the market size of Hamam is $2.5 billion.
Several campaigns have been used by Hamam to market itself which will later be disused is
heir marketing communication strategies. Hamam has made use of Niche

Marketing strategys to win over the masses.

Strengths:

The basic strength of the promotional strategies of Hamam and the brand is the
unconventional strategies of advertising used by them to let the women know how well the
Brand cares for them. Another positivity of the brand was their free publicity and excellent
drive for advertisements.

They kept giving their campaign a new and a better look and ensured that they kept
the hearts and minds of women tied to Hamam and hence created a wide range of loyal
customers. The soap itself revealed how much possible it really was to have a new look and
the addition of personal touchmade the brand stronger in its appeal.

Weaknesses:
The only weakness of the brand is the target market. It is a bit contradictory in nature
because the target market of Hamam is upper middle class women and it gives an idea of not
letting the ordinary women enjoy the touch of beauty. Another objection that has been seen
by the critics was the use of women as objects n their campaign, however, the criticism was
over ridded by the personal feel and touch felt by the women.

Opportunity:
Recently, Hamam has availed the long pending opportunity of tapping into the market
developing beauty products. They have come up with products for men and have made them

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realize that beauty is not restricted to women only. Another opportunity is of unified
advertising technique used by Hamam. They run single ad globally, it serves the diverse
purposes and reduces the costs too. Continuous improvement is what Hamam has been
working on and should carry on with it as well.

Threats:

Being a very huge brand, Hamam faces tough competition from Patanjali. The brands
are getting stronger as they grow and their market is also expanding. Their marketing
technique is not as good as that of Hamam but they pose as a threat to the market share of
Hamam. Another aspect is of being known as the brand for fat girls. The ads do not take
models in them, but they take women of all shapes and sizes, so it might give it a slight
aspect of a brand that does discrimination. The brand can also be copied by its competitors,
just the way Patanjali did with Saundray Saop.

THE PROBLEM-HYPOTHESIS APPROACH

Hamam is a renowned brand popular for its USP of having moisturizing cream, an
essential element present in their soaps and other products. The brand has been in the market
for a relatively long period of time and it has earned the loyalty of its very limited target
marketmiddle-aged, who belong to higher income brackets. The small number of the
brands target market is where the problem stems from.

Define the Problem

Current State: The product is trusted among its target market, People of the upper
classes who can afford a Matrimix - costing soap, The management team of Hamam is very
confident with regards to its stronghold in its market, but an alarming problem is the brands
difficulty in terms of expansion. The income level is very limited, and Hamam cannot lower
its price, owing to the risk of compromising its image and quality. Hence, this discrimination
set by the brand has to be retained, whilst keeping the loyal customers/ current target market
content, despite plans for expansion.

Desired State: To earn the loyalty of other market segments, through the expansion of
the brands current target market, ultimately, aiming to increase sales. The target market we
specifically want to expand to are the teenagers. This can be done through the following:
increase purchase of target market by encouraging customers to buy more than one kind of
product at a time (e.g. soap and body wash), include other age groups of the same socio-
economic class, increase product line through product innovation, or if need be create a brand
extension for the new proposed target market.

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Hypothesize Solutions
Expand business by selling it in Another Market.
Advertise the product in Broadcast Media.
Develop a younger image of the product to attract different age groups (brand/line
extension for other market segments)
Decrease the price (last option)

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CONCLUSION
It is observed that brand extension strategy in personal care products is more
prevalent and effective than any other products. This research study is intended to
explore the effectiveness of brand extension strategy of Hamam brand of Unilever.

The researcher believes that the study will produce valuable insight in such
evaluation that will be useful for both the executives and academicians. It will also
create opportunity for further research in this field of the study.

Hamam has been perceived quite positively as it has been projected. People
are aware of the Brand & Awareness of Hamam is quite Low in the market.

Hamam has helped People to feel good.

This good feeling from within helps one to attain more out of life by making them
more confident and raising their self-esteem.
They can embrace life with sincerity.
Hamam aims at Safety at every age.

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 BIBLIOGRAPHY

Books & Magazines:

Research Methodology (M.com Part II)

.
Websites:

https://www.hul.co.in/brands/our-brands/hamam.html
www.google.com
www.hul.co.in

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 QUESTIONAIRS

1. Have you ever tried the product (Hamam)?

a) Yes
b) No
2. Gender

a) Male
b) Female
3. From which Age Group you belongs?

a) Below 10
b) 10-19
c) 20-35
d) 36-50
e) 51 & Above
4. Do you enjoy the product?

a) Yes
b) No
c) It's not bad
5. What brand would you say is more popular among the public?
a) HAMAM
b) PATANJALI ALOE VEERA
c) MEDIMIX
6. Do you enjoy HAMAM advertisements on TV?

a) I really like them

b) They good but nothing special
c) Not bad
d) I don't enjoy them

7. Do you think the price for a soap of HAMAM is cheap or expensive?

a) Cheap
b) Expensive

8. If you were to see the Bourbone logo somewhere would you recognize it?

a) Yes
b) No

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9. How often do you buy the product?

a) Never
b) Once/few times a year
c) Few times a month
d) Few times a week
e) Everyday

10. Where do you buy HAMAM products the most?

a) Super Markets
b) General stores

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