Final Project

Internship Report on

“A STUDY ON A STUDY ON THE BRAND AWARENESS TOWARDS THE MYSORE SANDAL PRODUCTS IN BANGALORE”

SUBMITTED BY

Ranjith Y D(1BF12MBA13)

In partial fulfilment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Under the guidance of

INTERNAL GUIDE EXTERNAL GUIDE

Mr. Tejaswi Patil Mr. Praveen

Department of Management studies & Research CentreB.M.S College of Engineering

Post box No: 1908, Bangalore-560019April 2014

Submitted to

VISVESVARAYA TECHNOLOGICAL UNIVERSITY, BELGAUM

1

BONAFIDE CERTIFICATE

Department of Management Studies & Research Centre

B.M.S. College of Engineering; Bangalore – 560 019

Certifies that Project Work on

“A STUDY ON THE BRAND AWARENESS TOWARDS THE MYSORE SANDAL PRODUCTS IN BANGALORE”

Is based on the original study conducted by

Mr.Ranjith Y D

(USN:1BF12MBA13)

And this has not formed a basis for the

Award of Degree/Diploma by VTU or Any other University

Internal Guide HOD – MBA Dept Principle

Mr. Tejaswi patil

Lecturer

BMSCE, Bangalore

Dr. A. Satya Nandini

Prof. & HOD

BMSCE, Bangalore

Dr.Mallikarjuna Babu

Principle

BMSCE, Bangalore

DECLARATION

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I hereby declare that the Project work on “A Study on the Brand Awareness towards the Mysore Sandal products in Bangalore” is the original bonafide work carried out by me under the guidance of Mr. Tejaswi Patil, Faculty, Department of Management Studies &Research Centre, BMS College of Engineering, Bangalore in partial fulfilment of the requirement of the award of Master of Business Administration degree affiliated to Visvesvaraya Technological University, Belgum. This report is my original work and was not submitted earlier to any other University or Institute for the award of any degree.

Place: Bangalore Ranjith Y D

Date: 1BF12MBA13

ACKNOWLEDGEMENT

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I, IV semester student of MBA course in Dept. of Management Studies, B.M.S. College of

Engg, Bangalore, wish to express my deep sense of gratitude to all those who have helped me in

successfully completing this assignment.

I am grateful to the Managers of KS&DL, Bangalore for giving me an opportunity to undergo

Project report at their industry; I am thankful to my external guides, Mr.Uma Shankar Apali,

Marketing Manager at Karnataka Soaps and Detergents Limited for enlightening guidance at all

stages of this work.

I am thankful to Management and Dr. K. Mallikarjuna Babu, Principal, B.M.S. College of Engg.,

Bangalore, and Dr. A. Satya Nandini, Head of the Dept. of Management Studies for providing a

motivating and supportive environment for undertaking this academic exercise.

I express my gratitude to my internal guide, Mr. Tejaswi Patil, Faculty member, Dept. of

Management Studies, B.M.S. College of Engg., Bangalore for her valuable guidance, supervision

and encouragement, which I received from her thought my project work.

I am thankful to all the teaching and non-teaching staff of Dept. of Management Studies, B.M.S.

College of Engg., Bangalore, for their co-operation, extended to me during my project work.

TABLE OF CONTENTS

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Executive summary ……………………………………………………………

Chapter 1.Introduction…………………………………………………………

Chapter 2.Industry and Company profile……………………………………

Chapter 3.Thearitical background of the study………………………………

Chapter 4.Data Analysis and Interpretation…………………………………

Chapter 5.Summary of Findings, Suggestions and conclusion ……………..

Bibliography ……………………………………………………………………

Annexure ……………………………………………………………………….

LIST OF TABLES

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TableNO

Particulars PageNumber

Table-1

Table-2

Table-3

Table-4

Table-5

Table-6

Table-7

Table-8

Table-8.a

Table-9

Table-10

Table-11

Table-11.a

Table-12

Table-13

Table-13.a

Table-14

LIST OF GRAPHS

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GraphNO

Particulars PageNumber

Graph-1

Graph-2

Graph-3

Graph-4

Graph-5

Graph-6

Graph-7

Graph-8

Graph-8.a

Graph-9

Graph-10

Graph-11

Graph-11.a

Graph-12

Graph-13

Graph-13.a

Graph-14

EXECUTIVE SUMMARY

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In the year 1918 the company came into existence under the name Government Soap Factory.

Sri S.G. Shastry a Science student went to UK for higher studious in Oil Technology. After

returning to India, he conducted several experiments. He evolved with soap, perfume blend using

sandalwood oil as the main base of manufacture the toilet soap and thus the famous “Mysore

Sandal Soap” took birth in 1918. The factory started functioning in its new premises from 1st

July 1957.

The initially named Government Soap factory was renamed as “Karnataka Soap & Detergent

Ltd.” On 1st October 1980 and its trademark is “SHARABHA”. The company is a leading

sandalwood soap manufacturer in the country, and they have demand for their products in both

domestic as well as international market.

The main objective of study is to analyze the factors that influence Organizational function. In

today’s rapidly changing business environment, Organization has to respond quickly to

requirement for people. The market has been witnessing growth which is manifold for last few

years. Many players have entered the economy thereby increasing the level of competition. The

competitiveness of a company of an organization is measured through the quality of products and

services offered to customers that are unique from others.

Brand awareness means the ability of a consumer can recognize and recall a brand in different

situations (Aaker, 1996). Brand awareness consists of brand recall and brand recognition. Brand

recall means when consumers see a product category, they can recall a brand name exactly, and

brand recognition means consumers’ ability to confirm prior exposure to the brand when given the

brand as cue .

CHAPTER 1

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INTRODUCTION

INTRODUCTION TO BRAND AWERENESS

BRAND

Brand is the "name, term, design, symbol, or any other feature that identifies one seller's

product distinct from those of other sellers" Initially, Branding was adopted to differentiate one

person's cattle from another's by means of a distinctive symbol burned into the animal's skin with

a hot iron stamp, and was subsequently used in business, marketing and advertising

BRAND AWERENESS

The likelihood that consumers recognize the existence and availability of a company's

product or service. Creating brand awareness is one of the key steps in promoting a product.

Brand Awareness is the extent to which a brand is recognized by potential customers, and is

correctly associated with a particular product.

DEFINITION OF BRAND AWERENESS

Brand awreness is the extent to which the consumer associates the brand with the product

he desires to buy. It is the brand recall and the brand recognition of the company to the

consumers. Brand recall is the ability of the consumer to recollect the brand with reference to the

product where as brand recognition is the potential of the consumer to retrieve the past

knowledge of the brand when enquired about the brand or shown an image of the brand logo.

PURPOSE

Creating the Awareness about the Products and features of the Brand leeds to increase the

sales of the Company and it also

NEED FOR THE STUDY

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In today’s global market, brand awareness among consumers play a decisive role in the

sales turnover of the company. Every company invest heavily in this aspect to catch the lion’s

share of the market. To know the Brand awareness towards Mysore sandal soaps is the need for

the study.

STATEMENT OF THE PROBLEM

In the light of liberalization, competition has increased for all consumer products. To

with stand competition it is important to understand the behavior of the consumer and satisfy the

target customers’ needs and wants. In this background the study explores the buying behavior,

attitudes, and purchase decision and satisfaction level of consumers towards Mysore Sandal

Soaps.

OBJECTIVE OF THE STUDY

To study the brand awareness of customers towards Mysore sandal soaps.

To identify the areas to be improved

To study the customer knowledge about the products features.

To find out the effect of brand awareness on purchase intention.

Scope of the study

This study covers the customer of Mysore sandal in Bangalore.

This study helps to attract more customers.

This study enhance the marketing of Mysore sandal soap

RESEARCH METHODOLOGY OD DATA COLLECTION

DATA COLLECTION:

Primary data:That data collected through includes:

Questionnaires

Interviews

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Observation

Secondary data: The information required is collected from company website, internet, and

organizational journals, annual past data

Sampling unit

A sample size of 100 respondents has been selected for the purpose of collecting the data.

REVIEW OF THE LITERATURE

Definition of 'Brand Awareness'

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The likelihood that consumers recognize the existence and availability of a company's

product or service. Creating brand awareness is one of the key steps in promoting a product.

Brand Awareness is the extent to which a brand is recognized by potential customers, and

is correctly associated with a particular product. Expressed usually as a percentage of target

market, brand awareness is the primary goal of advertising in the early months or years of

a product's introduction.

Brand awareness is the extent to which the consumer associates the brand with the

product he desires to buy. It is the brand recall and the brand recognition of the company to the

consumers. Brand recall is the ability of the consumer to recollect the brand with reference to the

product where as brand recognition is the potential of the consumer to retrieve the past

knowledge of the brand when enquired about the brand or shown an image of the brand logo.

Brand awareness is an essential part of brand development which helps the brand to stand out

from the others in this monopolistically competitive market Importance.

Brand awareness plays a major role in a consumer’s buying decision process. The

knowledge of an acquaintance or friend having used the product in the past or a high recognition

of the product through constant advertisements and associations coaxes the person to make his

decision in the

Limitations of the study

The study is only limited to Bangalore city.

This study is purely for academic purpose.

The study is limited due to time

The findings of the study were based on the assumption that the respondents have given

true and honest information.

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CHAPTER 2

INDUSTRIAL PROFILE

History of the Industry

The early days of civilization shows us that mankind was aware of the importanceof

cleanliness and hygienic. The great bath of Indus valley civilization is testimony for this. The

roam were known to be considerable users for the soaps. During the period roman

enterprise “stale wine’ was collected as a source of ammonium carbonate for cleaning

purpose. The mankind knew about soap 2000 years back I.e. in 70 A.D when Mr. Piliny and

leader accidently discovered soap when roasted meal overflowedon ashes. It was in 1831 A.D ,

that for the first time detergent was discovered byMr.fremy when he supplanted olive oil and

almond oil, the consumption of soap in the world in 1884 AD was said to be 2 lakhs tones per

annum, and it was in this year Mr.W.H Lever entered the field of soap by making in a big way.

Soap is a lamp like product, had foaming and cleaning character. Soap is a product that

many people might take for granted or consider rather than ordinary, but for some,

lathering up can be treasured part of morning or nightly routing. Scented or unscented, in

bars, gets and liquids, soap is a part of our daily lives. Since then in 1972 AD at first

commercial batch of soap was made and marketed by M.S Bristol soap was then taken to

London.

Lance Household penetration of soap is 98% people belonging to different income

levels use different brands, which fall under different segments, but all income levels use

soaps , making it the second largest category in India and detergents being number one.

Rural demand is growing at an increasing rate compare to urban because rural consumers

in India constitute about 60-70% of the population.

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Development in Manufacturing of Soap

The credit of making soap affordable to common man goes to Nicolas

Leblanc, a French scientist. The early settlers in North America made their own

soap by pouring hot water over wood ash to make an alkali called potash. The

potash was boiled with animal fats in large. Iron kettlers to make soap. But it was

crude to look at and it had a bad odor. It was in this century development in

soap making led to the making of soaps with fragrance , mildness and color.

Mr. Twitched developed a process called ‘Fat splitting in the year 1890 AD. In 1899

again it was Mr. Twitched who took out an American plant claiming manufacturing of

sodium salt of petroleum sulphonates. In 1930 Mr. Reychler, a Belgium scientist produced

for the first time sodium Cheryl sulphonated which had similar properties to that of

soap. Soap cannot be in acid solution and it forms precipitate with the calcium and

magnesium in hard water. Hence, although soap is good all round detergent. During the

middle ages soaps were made in various countries such as Italy, France, Spain and

England etc.

Soap Industry in India:

Northwest soap company established the first soap industry in 1897 at Meerut.

Following the Swedish movement in 1905 onwards few more factories movement in 1905

onwards few more factories were setup.

Soap industries in India began with MIS Godrej, setting up their manufacturing unit

during 1918 at Mumbai and MIS Government soap factory in Bangalore. During the year

1930, MIS TATA oil mills company. Setup Hindustan Lever Limited setup their manufacturing

unit at Mumbai and Calcutta. The industry continued to flourish very well unit 1967-1968, when

the industrystagnated due to informal price control. The industry soon recovered and experienced

a sharp up swing during 1974.

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Before there World War I, Soap requirement of India was met by imports from the west,

especially from United Kingdom. The big companies like lever Brother introduced soap and

the use become more common even in villages. The soap supplied was of good quality and

low price.

Second world war give stimulates to indigenous soap industry, by 1994, the

capacity established was 1,26,000 tons and actual output was 1,16,000 tons. By 1957 the

capacity went up to 2.53 lakhs tons. Today the production the production capacity is around

6 lakhs tons (Toilet soap market estimated to 5.4 lakhs tons).

In India, the per capita consumption of soap is 500 Gm compared to 1200Gm in countries

like Brazil. In case of detergents the per capita consumption is 1, 60 kg in India compared to 15,

5 kg in urban Europe and 18.5 kg in Australia.

In the organized sector, 88 units are manufacturing soaps with an installed capacity of

705 963(46 units only) tons per year production of soap in their sector was of the order of

3,53,232 tons during 1994-95and 3,88,087 tons during 1995-96. There are 33 units in the

organized sector for manufacturing of detergents with an installed capacity of 5, 09,020(22 units

only) tons per annum.

History

Until 1916, Karnataka, then the princely state of Mysore , was exporting sandalwood

to France and other European countries for the extraction of oil. However, during World

War I when huge stocks of wood piled up in the state, an oil-extraction unit in Mysore

and another one at Shimoga was set up . Since then, Mysore became synonymous with

sandalwood oil.

Legends

A popular saying is that no other tree can grow where the sandalwood does. The

reason for the belief could be the fact that the root of the tree is supposed to suck in all

the required nutrients needed for its growth from the nearby trees. Another belief says

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that the smell of the wood is so intoxicating that snakes are said to wrap themselves

around the tree.

Uses

The inner wood or heartwood is used for carving and the bark when powered is

an important raw material in the manufacture of Agarbathis. For the extraction of oil, used

by the cosmetic and soap industry, the tree has to be uprooted, for it is the roots that

have the highest percentage of oil.

Even spent wood after oil extraction is an important raw material in agarbathi

manufacture. Sandalwood scrapings are powdered and sold in pouches. The powder makes an

excellent face and skin pack. A Hindu home usually has a billet of the wood that is rubbed

on a stone plate sprinkled with water and the resulting paste is applied to the foreheads

of idols during pooja.

An ancient Indian remedy for prevention of sunstroke is a glass of cold milk

scented with a drop of sandalwood oil. This drink is also supposed to prevent boils and

other skin ailments caused, according to the Indian school of medicine, by excessive heat

in the body

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COMPANY PROFILE OF KARNATAKA SOAPS AND

DETERGENTS LTD.

.

INTRODUCTION TO SOAP INDUSTRY

Soap is one of the commodities, which has become an indispensable part of life of the

modern fantasy world. Since it is non-durable consumer goods, there is a large market for it .The

whole soap industry is experiencing changes due to innumerable reasons such as government

relations, environment, toxicological allergy problems, increase in cost of raw material etc.

Following Swadeshi Movement in 1905, few factories were set up and they were:

Mysore Government Soap at Bangalore.

Godrej Soaps at Bombay.

The change in technology and even existing desire by the individuals and the

organization to produce a better product at a mere economical rate has also acted as catalyst for

the dynamic process of change. More and more soap manufacturers are trying to capture a

commanding market share by introducing and maintaining acceptable products. The soap

industry in India faces a cutthroat competition, while multinational companies dominate the

market.

THE INDIAN SOAP INDUSTY SCENARIO

The Indian soap industry has been dominated by handful of companies such as

Hindustan Unilever limited.

Tata oil mills (taken over by HLL)

Godrej soaps private limited.

Recent entrants include:-

Colgate Palmolive Ltd.,

Proctor and Gamble Ltd.,

Nirma soap works,

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The Indian soaps industry continued to flourish very well until 1967-68, but began to

stagnate. Soon it started to recover and experienced a short upswing in 1974. This increase in

demand can be attributed to:

Growth of population.

Income and consumption increase.

Increase in urbanization

Growth in degree of personal hygiene.

Soap manufacturers are classified as, organized and unorganized sector. KSDL is under

organized sector.

PRESENT STATUS

MARKET SCENARIO

India is the ideal market for cleansing products. The country’s per capita consumption of

detergent powders and bars stands at 1.6 Kg and soap at 543gms. Hindustan lever, which heralds

over the cleaning business, sells in all over the cleaning business.

PROBLEMS OF SOAPS AND DETERGENTS INDUSTRY

Industry faces some problems due to increase in the cost of raw materials. The major

ingredients like soda ash, linear alkyl benzene and sodium tripoly phosphate posses number of

serious problems in terms of availability. The demand and supply gap of vegetables oil is 1.5 to 2

lakhs tons and is met through imports.

TOILET SOAPS MARKET IN INDIA

About Rs.4700 Crores of market in soaps with 35% being in Beauty care, 20% in

health care and 15% being in skin care

Saturated market with very high penetration level of 98%

Grew about 4% in June- August 2004 after de growth in the last two years

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The market growth can be divided into four categories namely premium (15%),

Popular (41.5%), Economic (24.5%) and Discount (19%

Only two global brands namely Dove & Camay are in the Indian market

The demand for Toilet soaps have been grown from 400 thousandMetric tons to 620

thousand metric ton from the year 1995to2003

THE WORLD MARKET FOR SOAPS

Around Rs4000 billion sales in the year 2000

Cumulative annual growth rate (CAGR) of soaps between1995-2000 has been raised

about 29%.

Few multinationals are dominated in global soaps market.

Unilever, Procter and gamble, Colgate, Palmolive and Johnson & Johnson is

amongst the top global players

HISTORY of KS&DL:-

India is a rich land of forest, ivory, silk, sandal; precious gems are magical charms of

centuries. The most enchanting perfumes of the world got their exotic spell with a twist of

sandal. The world’s richest sandalwood resource is form one isolated stretch of forests land in

South India that is Karnataka.

The origin of sandalwood and its oil in Karnataka, which is used in making of Mysore

sandal soaps, is well known as Fragrant Ambassador of India & Sandalwood oil is in fact known

as “Liquid Gold”.

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By the inspiration of his Highness Maharaja of Mysore late Jayachamarajendra

Wodeyar, the trading of sandalwood logs started which was exported to Europe and new

destinations, but with commencement of First world War India faced severe crisis on the

business of sandalwood.

This situation gave rise to start of an industry, which produces value added products i.e.,

of sandalwood oil. His Highness Maharaja of Mysore created this situation as an opportunity by

sowing the seed of the Government Sandalwood Oil Factory, which is the present KS&DL. The

project was shaped with the engineering skills and expertise of the top level. Late Sri M.

Vishveswaraya, the great Engineer who was the man behind the project.

Today’s famous Mysore sandal soap credit goes to late Sri Sosale Garalpuri Shastri who

incorporated the process of soap making using Sandalwood oil. He was an eminent scientist in

the field working at the Tata Institute, Bangalore. He was sent to England to master the fine

aspects of soap manufacturing.

The Maharaja of Mysore & Diwan Sir. M. Visvesvaraya established the Government

Soap Factory during the year 1918. The factory was started as a very small unit near K. R.

Circle, Bangalore with the capacity of 100 tons P.A. In November 1918 the Mysore Sandal

Soap was put into the market after sincere effort and experiments were undertaken to evolve a

soap perfume blend using sandalwood oil as the main base to manufacture toilet soap. The

factory shifted its operation to Rajajinagar industrial area, Bangalore in July 1957, where the

present plant is located. The plant occupies an area of 39 acres (covering Soaps, Detergents and

Fatty Acid divisions), on the Bangalore – Pune Highway, easily accessible by transport services

and communication. Another sandal wood oil division was established during the year 1944 at

Shimoga, which stopped its operations in the year 2000 for want of Natural Sandalwood.

This factory started at a moderate scale in year 1916. The first product was washing soap

in addition to the toilet soap in the year 1918. The toilet soap of the company was made up of

sandal wood oil.

In 1950 Government decided to expand the factory in two stages. The first stage of

expansion was done to increase the output to 700 tons per year and was completed in the year

1952 in the old premises.

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The next stage of expansion was implemented in 1954 to meet growing demand for

Mysore sandal soap and for this purpose Government of India sanctioned license to manufacture

1500 tons of Soaps and 75 tons of glycerin per year. The expansion project worth of Rs.21 lakhs

includes the shifting of the newly laid industrial suburban of Bangalore.

The factory started functioning in this new premise [i.e., present one] from 1 st July 1957.

From this year onwards till date the factory had never looked back, it has achieved growth and

development in production scales and profits.

The industry has 2 more divisions one a Shimoga and another at Mysore where Sandal

wood oil is extracted. The Mysore division started functioning from 1917 and only during 1984

manufacturing of perfumed and premiere quality Agarbathies at was started. Right from the first

log of sandalwood that rolled into the boiler room in 1916, the company has been single –

minded pursuit of excellence. The project took shape with the engineering skills and expertise of

top-level team under the leadership of Sir. M. Vishveswaraya, Prof. Watson and Dr. Sudbrough.

This soap factory was started as a small unit and now it has grown up to a large size.

Development of the Organization

The Government Soap Factory has made spectacular progress during the years gone by.

Its production has developed on both volume and variety. When the Mysore Sandal soap was

introduced in the market, it caught the public eye on account of its intrinsic superior quality and

perfume.

The factory slowly and steadily developed recording all improvements in production

sales and profit. Modernization was given a practical shape in 1963-64.The factory is also

exporting products to Malaysia, Middle East, Africa, USA and other 20 countries. The exports

of the factory have been steadily rising. Exports of the factory have been executed through

Mysore Sandal Sales International Limited. The factory has received an export award for the

year 1975-1976. The factory has also negotiated and finalized a collaboration draft agreement

with Malaysia. The company also provided technical knowhow. Although the progress achieved

so far has been spectacular the management does not believe in settling on its laurels, conscious

efforts are made to improve the organization still further and pass performance warrants. It is

very clear that the government soap factory is making profit every year. There has been

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phenomenal and spectacular growth and development of the factory in the new setup. The

production rose from 600 tons to 2300 tons. The sales also progressed from Rs 33 lakhs to Rs

1.7 Crores while net profits have risen to Rs 15 lakhs to 45 lakhs during 1956-67.

In 1965, the factory gave an undertaking to the Government of India to export its

products to earn necessary foreign exchange. This could be used to import machinery from other

countries. In retrospect it may be said that the soap industry has always looked upon “Mysore

Sandal Soap” as something of an ideal to aim and achieve. Many factories both in India as well

abroad have succeeded. This is a tribute to those who pioneered the excellence of Mysore

Sandal Soap. The factory is playing a notable part and also contributing to the industrial

development in Karnataka.

Being a Government undertaking, the main objective of the firm is to provide quality

goods to the consumers at reasonable prices. The factory has got more than 60 years of

experience in this field

RENAMING

On 1st October 1980, the Government Soap factory was renamed as “Karnataka Soaps

and detergents” the company was registered as a public limited company. Today Company

produces varieties of products in the toilet soaps, detergents, agarbathies and cosmetics.

OBJECTIVES OF KS&DL

To serve the national economy

To attain self- reliance

To promote and uphold its image as symbol of traditional products

To promote purity and quality products and thus enhance age old- charm

of sandalwood oil

To build upon the reputation of Mysore sandal wood soap based on pure

sandal oil

To maintain the brand loyalty of its customer

To supply the products mentioned above at most reasonable and

competitive rate

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VISION STATEMENTS

Keeping pace with globalization, global trends and the state’s policy for

using technology in every aspect of governance.

Ensuring global presence of Mysore Sandal Products while leveling its

unique strengths to take advantage scenario by intelligent and selective

diversification.

Secure all assistance and prime status from government of India, all

technology alliances.

Further, ensure Karnataka’s pre-eminent status as a proponent and provider

of technology services to the world, nation, other status public and private

sector.

Making available technology product and services at the most affordable

price to the people at large, in keeping with the policy of a welfare status.

Making all out efforts to achieve reasonable profits.

Most importantly to earn the invaluable foreign exchange, both to the state

and to the country.

COMPETITORS OF KS&DL PRODUCTS AND SERVICES

KS&DL is facing cut –throat competition in national and international market. Some of

its main competitors are:-

M/S. Hindustan Unilever Ltd.,

M/S. Godrej soaps Private Ltd.,

M/S. Proctor & Gamble

M/S. Wipro

M/S. Nirma Soaps Private Ltd.,

M/S. Jyothi laboratories

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KS&DL has the following departments

Finance and accounts

Human Resources Development & Administration

Research and Development

Quality Assurance

Materials & stores

Production & Maintenance

Marketing& Business Group

Projects & Management Information services

HRD DEPARTMENTS

Importance of HRD Department

Management of human resources.

Co- operation.

Assisting the management in HR matters.

Development of work force.

Work together to achieve organizational goals

Profit and growth.

KEY FUNCTIONS OF THE WORD

Recruitment and selection

Training and Development

Promotion and Transfer

Wages and Salary Administration

Performance Appraisal

Industrial relations

Disciplinary action and

Welfare measures

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TRADE MARK OF KS&DL

The “SHARABHA”

The carving on the cover is the sharabha, the trade mark of KS & DL.

The Sharabha is a mythological creation from the “puranas” which has a body of a lion

and head of elephant, which embodies the combined virtues of wisdom and strength. It is

adopted as an official emblem of KS & DL to symbolize the philosophy of the company.

The sharabha thus symbolized a power that removes imperfections and impurities. The

maharaja of Mysore as his official emblem adopted it. And soon took its pride of place as the

symbol of the government soap factory of quality that reflects a standard of excellence of

Karnataka soaps and Detergents limited.

SLOGANS

“NATURAL PRODUCTS WITH EXOTIC FRAGANCES”

KS&DL has a long tradition of maintaining the highest quality standard, right from the

selection of raw materials to processing and packing of the end product. The reasons why its

products are much in demand globally and are exported regularly to UAE, Saudi- Arabia,

Kuwait, Qatar, South America. The entire toilet soaps of KS&DL are made from raw materials

of vegetable origin and are totally free from animal fats.

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POLICY OF KS&DL

Seek purchase of goods and services from environment responsible suppliers.

Communicate its environment policy and the best practices to all its employees’

implications.

Set targets and monitor progress through internal and external audits.

Strive to design and develop products, which have friendly environmental impact

during manufacturing.

Reuse and recycle materials wherever possible and minimize energy consumption and

waste.

MILE STONES OF THE COMPANY:

1916 - Mysore Sandal Wood Oil Factory started at Mysore.

1918 – Government Soap Factory was started by Maharaja of Mysore with the capacity of

112MTs/Annum near Cubbon Park, Bangalore and the MYSORE SANDAL SOAP was

introduced into the market for the first time.

1932 - Toilet soap production capacity was enhanced to 750MTs/Annum.

1944 - The second Sandalwood Oil extraction plant was started in Shimoga.

1954 - Foundation stone was laid by Sir M. Vishveswaraiya for establishment of new

manufacturing facilities at Rajajinagar, Industrial Area, Bangalore.

1957 - Factory was shifted to new premises at Rajajinagar from Cubbon Park.

1965 - It was new revolution time for govt soap factory; it started to export its product.

1967 - Celebrated its Golden Jubilee.

1970 - Production capacity was increased to 6000MT/Annum.

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1974 - Mysore Sales International Limited was appointed as the sole selling agent for marketing

its products.

1975 - Synthetic Detergent Plant for manufacturing of detergent cake and detergent powder was

installed with Italian Technology.

1980- Government Soap Factory was converted into a Public Sector Enterprises and the

company was incorporated on 9th July 1980 and re-named as KARNATAKA SOAPS &

DETERGENTS LIMITED.

1981 - Fatty Acid unit was established to utilize indigenously available minor seed oils as the

raw material for soap manufacturing and to produce Glycerin and Stearic acid.

1984 - Expanded the production capacity with modern manufacturing facilities, which was

available at that time to produce 26000MTs/Annum of Toilet Soaps with different variants.

1987 - KS&DL took over marketing activity from M/s. Mysore Sales International Limited

(MSIL), and started up its own marketing networks by opening 6 branches across India.

1992 - During this period Liberalization lot of competitors penetrated in Indian Market, KS&DL

was registered with Board for Industries and Financial Reconstruction (BIFR), New Delhi as the

company was suffering with heavy losses.

1996 - The company was back to track and started to make profit, by strict measures on cost,

productivity and sales.

1999 – The company was certified with ISO 9001:2000 certified by BSI for their successful

implement for Quality Management System. And they Lunched Mysore Sandal Gold Soap and

Mysore Sandal Baby Soap.

2000 - The company certified with ISO 14000:2004 BSI for their successful implementation of

Environment Management System.

2003 - The company came out of BIFR, as they wiped out entire carry forward losses of

Rs.98crores, and got recognized that, the only state Public Sector to make continuous profit.

27

2008 – Company has introduced Hand Wash Liquids under trade name of Herbal Hand Wash

and Rose Hand Wash. Company has also introduced liquid Detergent under the trade name of

KLEENOL with different variants for floor wash, Dish wash and Automobile Wash.

2009 - The company had re-launched Talcum powder with variety with new outlook for

containers.

2010 - ISO certificate was upgraded to 9001:2008 and received Chief Minister’s Ratna Award.

2011 - On the occasion of 150th Birth Anniversary of Sir M.V.Vishveswaraiya, KS&DL

launched Mysore Sandal Dhoop.

2012 - KS&DL launched Mysore Sandal Millennium, India’s First super premium soap. It is

priced at Rs.720 per piece of 150gms. “Mysore Sandal Millennium is the first most expensive

soap was Manufactured and sold in India.

2013 - They reached highest sales turnover and profit (322crore in FY2013) on 22nd of Aug

“National Award for Excellence Cost Manufacturing” Karnataka Soap and Detergents Ltd

was the winner in the public manufacturing (Medium Organization) category.

PRESENT STATUS OF THE COMPANY

The company is mainly depended on southern market. The product availability in retail

outlets particularly for Mysore sandal soap is almost comparable to any other similar industries

products in the premium segment in the south. Whereas in other parts like Eastern and Northern

markets penetration of KSDL product is relatively poor, which depends on the company’s

distribution structure, stock list and field personnel strength. With increased trust on distribution,

the company does not foresee any Problems to achieve the projected sales through the

redistribution package. Further, the policy of Indian Government also sees the public sector

Enterprises enter the industry in a large way there by making the products available to the

consumers at reasonable prices.

Being located in the centre of southern part of Indian the Government Soap Factory

claims preferential treatment for expansion program in view of availability of exotic natural

Sandalwood oil.

28

AN ISO-9002 COMPANY

KS&DL with a tradition of excellence of over eight decades is committed to customer

delight, through total quality management and continuous improvement through the involvement

of all employees. KS&DL has got ISO 9002 certificate.

To improve the quality management system and to facilitate TQM in the process of soap

and detergent, the management took decision to obtain ISO-9002 by end of March 1999.

Accordingly action plan was drawn and a committee was set up for the purpose during October

1988 with a mission statement.

The company gives initial training including conducting employee’s awareness program,

document quality manual and quality system Procurement. In this direction company obtained

the guidance from consultancies, Bangalore and bureau of Indian standards, Bangalore.

Accordingly, Company standards registered for ISO 9002 by the end of March to The bureau of

Indian standards obtained the certificate by the end of March 1999 itself.

This is to project in the national and international market and also to improve quality of

products offered to the consumers with the assurance of quality in the message. The company got

itself upgraded to ISO-9001-2004, quality systems in the Year 2004-05.

ISO-14001

The company is located in the heart of the Bangalore city. The management of the

company took a decision to get the ISO- 14001 and become model to other public sector for the

techniques used and also to other government units to spread the message of maintenance of

environment.

29

ISO-14001 and ISO-9001 will facilitate to improve the corporate brands in the Global

market and it will help the company to improve the profits, year on Long-term basis. The

environment management system adopted in theCompany through this motive as follows:

o Conservation of energy

o Conservation of surrounding

o Conservation of resources

Equipped with latest technology and backed by full- fledged quality control millennium.

The company is developing new products to meet the changing preferences of its customers.

30

KS&DL AT GLANCE

Incorporated name -Karnataka soaps and detergents limited.

Address -Karnataka soaps and detergents limited.

Bangalore Pune high way

Post box No.5531, Rajajinagar,

Bangalore-560055

Ph: 080-3377691/ 3370469/ 23371103 to

0622376922 to 24

E-mail: Mysore [email protected]

Website: www.mysoresandal.com

Year of establishment -1918

Constitution - Wholly owned by Govt. of Karnataka

Undertaking.

Management -Govt. of Karnataka nominates/ appoints

Board of Directors. Chairman & MD.

Renamed -1980

Trademark -the trade is Sharabha. It is the body of lion

With the head of an elephant means

Blending the intelligence of lion with

Strength of an elephant.

31

Production range -toilet soaps, bar soaps, detergent cakes,

Powders, Agarbathies, cosmetics, baby

Products, Sandalwood Oil.

Process know how -the facility is a pioneer in the manufactures

Of various soaps and technology imported

From Italy.

Capacity of the unit -licensed capacity is 26000 metric tons of

Soaps & 10000 M. Tons of detergents per

Annum.

Plants -At Bangalore

Soap plant

Detergent plant

Fatty acid plant

-At Mysore

Sandal wood oil

Agarbathies

-At Shimoga

Duty paid godown

32

PRODUCT MANUFACTURED BY KS&DL

TOILET SOAPS

NAME OF THE PRODUCT UNITS OF GRAMS

Mysore sandal soap 75, 125

Mysore sandal classic soap 75

Mysore sandal gold soap 75, 125

Mysore sandal baby soap 75

Mysore special sandal soap 75

Mysore rose soap 100

Mysore sandal herbal care soap 100, 125

Mysore jasmine soap 100

Wave soap 100

Mysore lavender soap 150

Mysore sandal bath tablet 150

Mysore sandal classic bath tablet 150

Mysore jasmine bath tablet 150

Mysore special sandal tablet 150

Mysore sandal rose tablet 150

Mysore sandal guest tablet 17

33

GIFT RANGE

SBT

SJR

06 IN 01

GOLD SIXER

OTHERS

Washing half bar

Washing sandal baby wash

DETERGENTS

NAME OF THE PRODUCT UNITS IN GRAMS

Mysore detergent powder 1000

Mysore detergent powder 500

Mysore detergent cake 125

Mysore detergent cake 250

TALCUM POWDER

NAME OF THE PRODUCT UNITS IN GRAMS

Mysore sandal talc 20, 50, 100, 300

Mysore sandal baby talc 100, 200, 400

34

AGARBATHIES

NAME OF THE PRODUCT

Mysore sandal premium

Mysore sandal regular

Mysore rose

Nagachampa

Mysore jasmine

Sir M.V.100

Products and features manufactured at Karnataka Soaps & Detergents

35

Mysore Sandal Soaps

This soap is made from vegetable oils,contains pure natural mysore sandal oil, along

with skin care conditioner & moisturizers. Sandalwood oil- a nature’s gift,emanates lingering

fragrance, keeps your skin glowing ,soft, blemish-free,forever young &beautiful.

It is also available in 100g &125g.

Mysore Sandal Bath Tablet(150g)

This soap is made from vegetable oils,contains pure natural mysore sandal oil, along with

skin care conditioner & moisturizers. Sandalwood oil- a nature’s gift,emanates lingering


36

Mysore Sandal Bath Tablet Trio (150g*3)

This soap is made from vegetable oils,contains pure natural mysore sandal oil, along

with skin care conditioner & moisturizers. Sandalwood oil- a nature’s gift,emanates lingering


It is gift packed in a set of 3 bath tablets.

Mysore Sandal’s Millenium Super Premium soap

This super premium soap is made for all seasons,all kind of users for wellness,

nourishment,rejuvenation ,soothing,cooling with the enthralling aroma of pure natural

sandalwood oil, added with other key essentials oils

viz,vetivert,patchouli,geranium,cedarwood,clove,guaiacwood,orange etc…, which the user

deserves in the new millenium

37

Mysore Sandal Classic Bathing Bar

This bathing bar contains skin conditioners, moisturizers & pure natural sandalwood oil

with therapeutic and antiseptic properties which makes your skin soft, smooth

&glowing.sandalwood oil is nature’s gift, with a lingering fragrance and keeps you skin blemish-

free,forever young &beautiful.

Mysore sandal Gold

This soap is made from vegetable oils & contains natural mysore sandalwood

oil,popularly known as ‘LIQUID GOLD’.sandalwood oil is recommended in ancient ayurvedic

texts for soothing skin care &has been cherished for centuries for its exotic fragrance. The soap

enriched with moisturizers and conditioners nourishes,rejuvenates and keeps the skin wrinkle

and blemish free bringing a radiant glow.

38

Mysore Sandal Gold Sixer

This soap is made from vegetable oils & contains natural mysore sandalwood

oil,popularly known as ‘LIQUID GOLD’.sandalwood oil is recommended in ancient ayurvedic

texts for soothing skin care &has been cherished for centuries for its exotic fragrance. The soap

enriched with moisturizers and conditioners nourishes,rejuvenates and keeps the skin wrinkle

and blemish free bringing a radiant glow.

3-IN-1 GIFT PACK

The luxury bath soap with the traditional fragrances of natural sandal, jasmine and rose

specially given in one single pack for family use ,for all occasions and for all customers.

Mysore sandal soap

Mysore jasmine soap

Mysore rose soap

39

6-IN-1 GIFT PACK

The ideal gift of 6 fragrances in an aesthetically designed gift pack, in a re-usable plastic

container.

Mysore sandal soap

Mysore jasmine soap

Mysore sandal classic soap

Mysore special sandal soap

Mysore rose soap

Mysore lavender soap

40

Mysore Sandal Rose Soap

Get the dew-drop freshness of just plucked roses captured in soap form to give a feeling of

shower with rose petals.

MYSORE CARBOLIC SOAP

It is made from pure vegetable oils, mild antiseptic and disinfectant ingredients to give the

soap users a pleasant and fresh feeling all day long.

41

MYSORE SANDAL HERBAL SOAP

This is made from vegetable oils, 100 % biodegradable ingredients, natural essentials

oils, skin conditioners, anti-bacterial agents and enriched with neem extracts. Freshness for the

family.

Mysore Sandal Baby Soap

This soap is made from vegetable oils,contains pure natural mysore sandal oil. Specially

created with the baby in mind, this soap is endowed with antiseptic properties. Formulated with

special care for infants, it is enriched with moisturizers and almond oil.mysore sandal baby soap

keeps the skin blemish-free and lessens the chances of a nappy rash.

42

MYSORE SANDAL WOOD OIL

Also called has liquid gold for its unique value and enchanting fragrance.pure and

natural sandal wood oil was also recommended in ancient ayurvedic texts as an antiseptic and

skin care ingredients.this product presented in an exclusive packing.

MYSORE SANDAL BABY TALC

The use of baby talc will help in keeping the baby clean & dry.the mild fragrance of natural

sandalwood oil has a soothing effect and helps to keep the baby calm &cool.

43

MYSORE SANDAL TALC

The talc is available in 3 conveninent packs.sprinkle ms talc on your body to feel

cool,fresh &fragrant all day long.

WAVE HERBAL & ROSE LIQUID HAND WASH

The hand wash, ph balanced and with scientific blend of mixed surfactants along with

moisturizers, skin conditioners and vit-e is available in 2 fragrances viz., natural herbal with 19

essential oils and in exotic rose fragrance.

44

MYSORE SANDAL ROOM FRESHNERS

Mysore sandal’s room freshener is made of pure natural sandal wood oil, blended with other

exotic natural essential oils with a lingering fragrance of sandal wood a day long of cool, calm &

freshness.

MYSORE SANDAL COCONUT OIL

It is a natural hair conditioner which is perfect for hair care and for smooth hair texture.

The internationally accepted anti-oxidant preservatives ensure that the coconut oil remains fresh

till the last drop.

45

MYSORE DETERGENT CAKE

Quality at affordable prices.

POINT EXCEL DETERGENT POWDER

It is powerful & effectively penetrates the layers of wide variety of fabrics & removes

tough stains hidden in the prone areas. Point excel is formulated scientifically for the optimum

washing both by conventional methods & washing machine at economic cost.

46

MYSORE DETERGENT POWDER

It contains special dirt busters to clean your clothes of the toughest dirt effectively.

KLEENOL MULTIPURPOSE LIQUID

The product ph balanced & is concentrated for multipurpose applications, with the pleasant

lime fragrance.

47

MYSORE SANDAL AGARBATHIES

Exotic agarbathies available in wide range of fragrances for all preferences. Sandal raised

jasmine, sandal premium, and sir. M.v 100, nagachampa.

MYSORESANDAL DHOOP

The “royal tradition for divine bliss” .the product is made from de-oiled sandalwood

powder. The enduring fragrance from the dhoop has soothing, calming effect, for holistic

experience during the prayer.

48

SWOT ANALYSIS OF KS&DL

STRENGTHS

Only soap in India that contains pure sandal and almond oil.

Certified by ISO

World’s largest production of sandal wood oil.

Brand name from decades in soap market.

It has very good dealership network in south which ensures that the

products reach every customer.

Diversified product range helps the company to maintain stability.

WEAKNESSES

Distribution network weak in north and east.

Absence of television advertisement.

Neglecting freshness aspect.

High oriented cost due to excessive labor force.

Low turnover resulting in low profit.

OPPORTUNITIES

Traditional benefits that sandal is good for skin.

Skin care is just gaining importance among consumers.

Government support and large production capacity.

Advantages of being in the industry for a long time.

Existence of vast market and huge demand.

THREATS

Other competitor’s products such as Rexona,Moti, Santoor etc.,

There is a need for renovation of plant and machinery.

Government Policy may reduce growth potential.

Entry of new multinationals in Soap business.

49

CLASSFICATION OF EMPLOYEES AT KS&DL

Permanent Employee: One who has been engaged for work on

a permanent basis.

Temporary Employee: One who has been engaged for work

which is essentially of temporary nature and likely to be

finished within a limited period.

Probationary Employee: One who is provisionally employed

to fill a permanent vacancy.

Casual Workmen: One who is engaged on day to day basis, for

casual or non recurring work.

Trainee: Trainee is a learner who may or may not be paid

stipend during the period of training.

MAN POWER DETAILS AS ON 1-05-2014

GroupBangalore

complex

SOD

Mysore

Marketing

Branches

Duty paid

Godown

Shimoga

Total

Executives 96 53 11 01 161

Non-Executives 441 33 20 08 502

Total 537 86 31 09 663

50

ORGANISATION CHART OF K.S & D.L

51

FUNTIONAL HEAD

CHAIRMAN

MANAGING DIRECTOR

GENERAL MANAGER

DEPUTY GENERAL MANAGER

ASSISTANT GENERAL MANAGER

CHAPTER 3

THEORETICAL BACKGROUND OF THE STUDY

Background of the study

I have chosen this topic because brand awareness has great impact on brand choice.due to

the increase in globalization and homogenization of of consumers preferences in the world

global branding has become more widespread. That is why it is important to be aware of the

culture obstacles in marketing. By the time of globalization more people explore the world

through travelling to distinct and undeveloped to developed places. Although the consumer

become more homogeneous it may be difficult to find the brand that they use in their home

country. While studying the literature, it was found out that there is not much research about the

affect of brand awareness on choice. Most research is focused on more complicated knowledge

structure such as attitude and brand image. Therefore, we wanted to do research on brand

awareness and how it effects consumers.

I have chosen this study due to its great importance. Branding is one of the most

important strategy in the marketing task. When a company launches its new product that it is

very necessary that they advertise it properly or in other words created the awareness of the

product in the mind of the customers. According to the Egyptian study in 4000 B.C the

awareness was started when the builders craved their name on the buildings they build and this

thing show the work done by that builder. Similarly if customer is not fully aware of all the facts

than he will not purchase your product. This study is also important because the country like

Pakistan where people have no much knowledge about the product this study is very necessary.

Nowadays, people have a demanding lifestyle. They do not have time to stop for a moment and

feel their own will. They want to be as efficient as possible; want to save as much time as

possible. They feel that time is not enough and that they do not have the required energy. All the

different choices buyers make when purchasing can be stressful and the possibility and demand

on how to act and what to say can be an extra burden. Sometimes, consumers want someone to

52

give them a proposal of a product, or just take a product among many, without even bringing the

product into line with their needs.

There is a need to determine the kind of impact social media has made on a marketers

brand, the consumer should be able to recognize the marketers brand and confirm their previous

knowledge of brand. As Keller (2003) state that the definition of brand awareness is “the

consumers’ ability to recall and recognize the brand as reflected by their ability to identify the

brand under different conditions and to link the brand name, logo, symbol, and so forth to certain

association in memory.” In another words, brand awareness is about the strength of a brand in

the mind of its target audience along a continuum ( Aaker, 1996). In addition, Aaker(1996)

emphasizes that brand awareness can be important for new or niche brands; and for well-known

brands, brand recall and top of mind are more significant.

To create brand awareness in a successful way considering that consumers everyday are

bombarded by a great quantity of marketing messages, two things are needed. On the one hand,

it is necessary to have a broad sales base; this is because it is expensive and often impossible

even to support brands with relatively small unit sales and short lifecycle. This is the reason why

many firms reduce the number of their brands and focus only on a few brands. On the other

hand, enterprises need to acquire the knowledge of operating outside the traditional media

channels. There is also a close connection between brand awareness and brand positioning.

Nowadays, brand awareness, as the basic dimension of brand equity is most important to

marketing success. Brand can shape customer decision and finally increase sales and income to

enterprise, (Czinkota and Ronkainen, 2010). According to Norback (2005) stated that one of the

familiar brand in the marketplace can provide a certain level of quality, while marketers had

extra opportunity to attract loyal customers. Ultimately, brand awareness is well known and is

easily recognizable. In a simply example, McDonald is the first brand in your mind when people

is hungry, it means McDonald is a successful brand awareness. This is because brand awareness

plays an important role in consumer decision-making. There are three reasons for this, Learning

53

advantage, Consideration advantage and Choice advantage. (Keller, et al 2012). Therefore, brand

awareness determines the success or failure of any enterprise, while using modern social media

is a good way to increasing their brand awareness. The competition among business for customer

has never been greater. In this environment, enterprise needs to stand out and have every

possible advantage to be successful.

Variables that can effect brand choice

There are some variables that can effect the brand choice theses are

Advertisement

Market channels

Quality of product

Advertisement

It is one of the important factors. It is important because it brings awareness in the mind

of customers. Awareness focused on internal state of consumer . through awareness of brand

consumer search his or her internal state that whether he or she needs that product or not . for

example if we consider the example of mineral water than it is from the company who produce

awareness in the mind of customers and consumer thinks that this company provides healthy

water which is more important for the health because it is upto the standards . now all the time

when he or she will buy the product he will prefer the product of that company. So in this way

we can say that how much importance advertisement has on product choice. Awareness may be

focused on internal state such as feelings or on external events such as sensory

perception( awareness – Wikipedia , the free encyclopedia,10-16-2005) Marton and booth

(1997)gave good examples of awareness people have some early perception about the product

and they choose it according to their perception so there should be proper advertisement for a

proper awareness.

54

There are some plans that what company should do during its advertising:

Setting advertisement objectives

Advertising budget

Develop proper advertising strategy

Create advertising message

Advertisement can be done through different ways these are as described below:

Newspapers

Television

Direct mail

Radio

Magazines

Outdoor

Internet

If advertisement and promotion support a constant position in a market than it is consider

a strong brand.

55

The basic process by which advertising affects consumers and leads to brand awareness,

brand image, brand consideration, brand choice, and sales, How the effects of advertising are

spread out over time, The role of 3 different advertising media (for example, TV versus print

advertising), how differentially efficient these vehicles are, how their interaction may lead to

synergy effects The role and impact of competitive advertising. For example, for a manufacturer

of desktop PCs we might distinguish between spending on television advertising, radio

advertising, newspaper advertising and vertical trade advertising. All this activity reaches some

consumers at some point, and they will or will not pay attention and process these messages.

This then may lead to a number of advertising effects.

56

CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

57

Age group of respondents

OCCUPATION RESPONDENT PERCENTAGE

Below 20 23 23%

20-30 36 36%

30-40 33 33%

40-50 5 5%

Above 50 3 3%

Total 100 100%

Table 1: Age group of respondents

Under 20 20-30 30-40 40-50 Above 5005

10152025303540

Series1

Graph 1: Showing age group of respondents

ANALYSIS : The data show that

1) 23 % respondents are below 20 years

2) 36 % respondents are between the age of 20-30

3) 33% respondents are between the age of 30-40

4) 5% respondents are between the age of 40-50

5) 3% respondents are above 50 years

INTERPRETATION :

From the graph it is clear that major portion of respondents are between 20-30 years.

58

Sex ratio of respondents

GENDER RESPONDENT PERCENTAGE

Male 59 59%

Female 41 41%

Total 100 100%

Table 2: Sex ratio of respondents

MaleFemale

GRAPH 2: Showing sex ratio of respondents


1) 59 % respondents are male

2) 41 % respondents are female

INTERPRETATION :

From the graph it is clear that male respondents are more than male respondent .

59

Occupation of respondents

OCCUPATION RESPONDENT PERCENTAGE

Employee 37 37%

Student 38 38%

Business 14 14%

Others 11 11%

Total 100 100%

Table 3 : Occupation of respondents

Employee Student Business Others0

5

10

15

20

25

30

35

40

Series1

GRAPH 3:Showing Occupation of respondents


1) 37% respondents are employee

2) 38% respondents are professional

3) 14 % respondents are business people

4) 11% respondents are others

INTERPRETATION :

From the graph we can analyze that mazority of respondent are students and employees.

60

Monthly income of respondents

MONTHLY INCOME RESPONDENT PERCENTAGE

Less than 10,000 29 29%

10,000 – 15,000 23 23%

15,000 – 20,000 16 16%

20,000 – 25,000 21 21%

25,000 & above 11 11%

Total 100 100%

Table 4 : Monthly income of respondents

Bellow 10,000

10,000 – 15,000

15,000 – 20,000

20,000 – 25,000

Above 25,000

0

5

10

15

20

25

30

Series1

Graph 4: Monthly income of respondents


1) 29% respondents have income less than 10,000

2) 23 % respondents have income between 10,000-15,000

3) 16 % respondents have income between 15,000 - 20,000

4) 21 % respondens have income between 20,000 - 25,000

5) 11% respondens have income equal or abhove 25000

INTERPRETATION :

From the graph it is clear that people of income less than 10,000 are the frequent buyers ..

61

How often you buy bath soap?

VIEW RESPONDENT PERCENTAGE

Once in 15 days 49 49%

Once in a month 43 43%

Once in 2 month 8 8%

Table 5 : Respondents taking duration to buy bath soap

Once in 15 days Once in a month Once in 2 month0

10

20

30

40

50

60

Series1

Graph 5: Respondents taking duration to buy bath soap


1) 49% respondents are buy the soap once in 15 days

2) 43 % respondents are buy the soap once in a month

3) 8 % respondents are buy the soap once in 2 month

INTERPRETATION :

From the graph it is clear that mazority of the people are buying the soap atleast in 15 days.

62

While purchasing a soap brand, which one factors influence your purchase

decision?

(Rank the following (1-6); 1 being most important,6 being less important)

Factor 1 2 3 4 5 6

Price 24 14 23 11 15 13

Quality 24 26 15 12 9 14

Medical value 19 19 20 24 6 12

Fragrance 21 17 19 21 14 8

Ad 7 8 15 17 33 20

Packaging 13 14 6 19 22 26

Factor 1*6 2*5 3*4 4*3 5*2 6*1 Total %

Price 24*6=144 14*5=70 23*4=92 11*3=33 15*2=30 13*1=13 382 17.90

Quality 24*6=144 26*5=130 15*4=60 12*3=36 9*2=18 14*1=14 402 18.84

Medical value 19*6=114 19*5=95 20*4=80 24*3=72 6*2=12 12*1=12 385 18.05

Fragrance 21*6=126 17*5=85 19*4=76 21*3=63 14*2=28 8*1=8 386 18.09

Ad 7*6=42 8*5=40 15*4=60 17*3=51 33*2=66 20*1=20 279 13.08

Packaging 13*6=78 14*5=70 6*4=24 19*3=57 22*2=44 26*1=26 299 14.01

63

Factor % of

respondent

Price 17.90

Quality 18.84

Medical value 18.05

Fragrance 18.09

Ad 13.08

Packaging 14.01

Graph 6: Factors influence your purchase decision to respondents


1) 17.9 % respondents influenced by price factor while buying the soap.

2) 18.84 % respondents influenced by quality factor while buying the soap.

3) 18.05 % respondents influenced by medical value while buying the soap.

4) 18.09 % respondens influenced by fragrance factor while buying the soap.

5) 13.08 % respondens influenced by advertisement of soap while buying the soap.

6) 14.01 % respondent influenced by packaging while buying the soap.

INTERPRETATION :

From the graph it is clear that mazority of the people give more priority to quality of the soap.

Are you aware of Mysore Sandal Brand?

View Number of respondent Percentage

Yes 91 91%

No 9 9%

Total 100 100%

Table 7 : The respondents aware of Mysore Sandal

64

Graph 7: The respondents aware of Mysore Sandal


1) 91 % respondents are aware of the Mysore Sandal Brand

2) 9 % respondents are not aware of the Mysore Sandal Brand

INTERPRETATION :

From the graph it is clear that mazority of the people are having the awareness towards the

Mysore sandal Brand .

Are you using of Mysore Sandal Brand?


Yes 67 67%

No 33 33%

Total 100 100%

Table 8 : The respondents using Mysore Sandal

65

Graph 8: The respondents using Mysore Sandal

INTERPRETATION : The data show that

1) 67 % respondents are using the Mysore Sandal soaps.

2) 33 % respondents are do not using the Mysore Sandal soaps.

ANALYSIS :

From the graph it is clear that mazority of the people are using the Mysore Sandal soaps .

If yes, how long have been using it?

VIEW NUMBER OF RESPONDENT PERCENTAG

E

1 Month 6 6.9%

6 Month 44 49.8%

1 Year 27 31%

66

More than year 11 12.5%

Total 89 100%

Table 8.a : How long have been the respondents using Mysore Sandal

Graph 8.a: How long have been the respondents using Mysore Sandal


1) 6.9 % respondents are using the Mysore sandal from 1 month.

2) 49.8 % respondents are using the Mysore sandal from 6 month.

3) 30.6 % respondents are using the Mysore sandal from 1 year.

4) 12.5 % respondens are using the Mysore sandal from more than year.

INTERPRETATION :

From the graph it is clear that almost half of the people are using Musore sandal soaps.

What is your opinion regarding the price of the Mysore sandal Soap?

VIEW NUMBER OF RESPONDENT PERCENTAGE

Very high 9 9%

High 33 33%

67

Reasonable 55 55%

Low 3 3%

Total 100 100%

Table 9 : Opinion of the respondents regarding the price

Graph 9: Opinion of the respondents regarding the price


1) 9 % respondents are having very high price opinion towards Mysore Sandal Soaps.

2) 33 % respondents are having high price opinion towards Mysore Sandal Soaps.

3) 55 % respondents are having reasonable price opinion towards Mysore Sandal Soaps.

4) 3 % respondens are having low opinion towards Mysore Sandal Soaps.

INTERPRETATION :

From the graph it is clear that more than half of the people are tells that price of the Musore

sandal soaps is Reasonable.

Specify your opinion about the Mysore Sandal

Factor Excellent Very Good Good Satisfactory

Not

Satisfactory

68

Quality 45 33 9 10 3

Fragrance 20 38 25 14 3

Lather 15 23 44 14 4

Sandal Oil 24 29 18 24 5

Availability 21 24 30 19 6

Packaging 13 29 21 27 10

Promotion 8 12 25 19 36

Table 10 : Opinion about the Mysore Sandal

Quality Fragrance Lather Sandal Oil Availability Packaging Promotion0

5

10

15

20

25

30

35

40

45

50

ExcellentVery GoodGoodSatisfactoryNot Satisfactory

Graph 10 : Opinion about the Mysore Sandal


1)45% excellent,33% very good, 9% good,10% satisfactory,3% not satisfactoty these are the

opinion of respondents towards the quality of the soaps.

69


opinion of respondents towards the fragrance of the soaps.


opinion of respondents towards the lather of the soaps.


opinion of respondents towards the sandal oil of the soaps.


opinion of respondents towards the availability of the soaps.


opinion of respondents towards the packaging of the soaps.


opinion of respondents towards the promotion of the soaps.

INTERPRETATION :

From the graph it is clear that people having very passitive opinion about quality of the Mysore

Sandal soaps..

Do you remember any Advertisement on Mysore Sandal?


Yes 82 82%

70

No 18 18%

Total 100 100%

Table 11 : The respondents remember any Advertisement of Mysore Sandal

Graph 11: The respondents remember any Advertisement of Mysore Sandal


1) 82 % respondents are remember the Mysore Sandal advertisement

2) 18 % respondents are not remember the Mysore Sandal advertisement

INTERPRETATION :

From the graph it is clear that mazority of the people having the experience of the Mysore Sandal

Advertisements.

If yes, how did you come to know?


Radio 6 7.5%

71

Television 54 65.5%

Sign boards 6 7.5%

News paper 7 8.5%

Magazines 7 8.5%

Internet 2 2.5%

Total 82 100%

Table 11.a : The respondents knowing Advertisement of Mysore Sandal

Radio

Telev

ision

Sign board

s

News p

aper

Magazi

nes

Internet

0

10

20

30

40

50

60

NUMBER OF RESPONDENT


Graph 11.a: The respondents knowing Advertisement of Mysore Sandal


1) 7.5 % respondents are herd the advertisement in Radio

2) 65.5 % respondents are saw the advertisement in Television.

72

3) 7.5 % respondents are saw the advertisement in Sign boards.

4) 8.5 % respondens are saw the advertisement in News Paper.

5)8.5 % respondens are saw the advertisement in Magazines.

6)2.5 respondens are saw the advertisement in Internet.

ANALYSIS :

From the graph it is clear that most of the people are saw the promotion activities in Television

only,

Do you think, the level of advertisement given by Mysore Sandal is sufficient?


Yes 51 51%

No 49 49%

73

Total 100 100%

Table 12 : The respondent’s opinion about level of Advertisement

Graph 12: The respondent’s opinion about level of Advertisement


1) 51 % respondents are said that, the level of the advertisement given by Mysore Sandal is

Sufficient.

2) 49 % respondents are not said that, the level of the advertisement given by Mysore Sandal is

Sufficient.

INTERPRETATION :

From the graph it is clear that just mazority of the people satisfy with the level of advertisement

given by the Mysore Sandal Company.

Do you change brand of soap in the last 6 months?


Yes 49 49%

No 51 51%

74

Total 100 100%

Table 13 : The respondent’s change the brand of soap

Graph 13:The respondent’s change the brand of soap


1) 49 % respondents are having the habbit of changing the bathing soaps.

2) 51 % respondents are are didn’t change the soaps

ANALYSIS :

From the graph it is clear that just mazority of the people are not changing the soaps.

If yes how often do?


Once 16 31.5%

75

Twice 24 47%

Many times 11 21.5%

Total 51 100%

Table 13.a : The respondent’s how often change the brand of soap

Once Twice Many times0

5

10

15

20

25



Graph 13.a: The respondent’s how often change the brand of soap


1) 37.5 % respondents are changing the soap 1 time in 6 months.

2) 47 % respondents are changing the soap 2 time in 6 months..

3) 21.5 % respondents are changing the soap 2 or more time in 6 months..

INTERPRETATION :

From the graph it is clear that almost half of the people changing the soap 2 times in every 6

months.

Please rate the overall effectiveness of Mysore sandal products


Highly effective 7 7%

76

Effective 45 45%

Average 39 39%

Not effective 9 9%

Total 100 100%

Table 14 : The overall effectiveness of Mysore sandal products

Highly effec-tive

Effective Average Not effective05

1015202530354045



Graph 14: The overall effectiveness of Mysore sandal products


1) 7 % respondents are given rating as Highly effective overally.

2) 45 % respondents are given rating as Effective overally.

3) 39 % respondents are given rating as Average.

4) 9% respondents are given rating as Not effective overally.

INTERPRETATION :

From the graph it is clear that mazority of the people are having Effective overall rating towards

the Mysore sandal Soap.

CHAPTER 5

77

FINDINGS CONCLUSIONS SUGGESTIONS

78

FACTS AND FINDINGS

From the graph it is clear that married customers are using Mysore sandal more,

compared to unmarried customers.

From the graph it is clear that female consumers are more than male consumers .

It is clear from the graph that mjority of Mysore sandal users are professionals

From the graph it is clear that major portion of users are between 20-30 years.

From the graph it is clear that people of income between 15,000-20,000 are the frequent

buyers

From the graph it is clear that Mysore Sandal is more popular in nuclear family

This study clearly indicate that maximum number of customers uses herbal soap.

It was found that most of the people are aware of the product.

It was found that most of the people are getting the information through the word of

mouth than the advertisements.

It was also found that most of the people are satisfied with the regularity of the product.

People are also satisfied with the availability of the product at the retail stores.

It was a concern where some people felt that the retailers don’t motivate them to buy the

product. It was to some extent rather.

It was a known fact that people were buying the Mysore sandal soap for its quality, they

were rather happy with its fragrance.

Through informal conversation it was also known that Mysore sandal gold was the first

choice among the bulk of the buyers approached.

It was found that some people who are in the income group of below RS. 5000 per month

were not satisfied with the pricing policies of the Mysore sandal soap.

The middle class felt that the products produced by the company are actually targeted

towards the higher class. They meant that the products like Mysore sandal gold are not

for the middle class. They also revealed that they often preferred to buy Mysore sandal

classic (another brand of Mysore sandal soaps) over Mysore sandal gold, just because

they couldn’t afford to pay more for a soap.

79

It was found that dove. Pears & lux were the foremost competitors for the Mysore sandal

soap.

It was also understood that quality of Mysore sandal soap was the best among the quality

of the products produced by other companies.

It was known that most of the customers were satisfied with the product.

80

CONCLUSION

In today’s market a market study has to be developed in order to grab market share and to

become market leader. Knowledge of the customer needs , present buying habit, there awareness

and options. Preference towards various fast moving consumer goods (FMCG)

Most of the people have shifted to Mysore sandal soap because of its quality and good features

of sandal oil. However the company is trading and advertising with existing customers with less

intention for expansion .

Consumer goods evolve over period of time based on the consumer needs and request and the

firm or organization which is able to understand this and evolve accordingly and will survive in

the market.

81

SUGGESTIONS

The company should motivate its present consumers to increase the usage rate of the soap

through effective advertisements.

The company should develop effective marketing strategies to create awareness in

untapped market.

The company should reduce the price in respect of their rival who keeps the prices as

competitive as possible.

The soap should be making available to all the purchase points wherever the consumer

can buy the product.

KSDL should promote their factory outlets.

Increase promotion through the different medium like Internet , TV, Ads, Newspaper.

The company should make the products available everywhere, in every corner of the city.

Some people felt that the packaging of the product wasn’t that attractive. The packaging

needs to be improved. Meanwhile this does. It applies to the larger family packs of six.

The company needs to give offer caps to its products to get the attention of the middle &

the lower middle class.

82

BIBLIOGRAPHY

Organization manuals

Website;

www.karnataka.gov.in/mysoresandal/PAGES/home.aspx

Mysore sandal soap- Wikipedia

83

http://www.karnataka.gov.in/mysoresandal/PAGES/home.aspx

ANNEXURE

My project was to find out the Brand awareness of Mysore sandal soap products

(KS & DL) , Survey was conducted using Questionnaire .

Questioners

Name:__________________

1) In to which age group do you fall?

Under 20

20-30

30-40 40-50

Above 50

2) Gender: Male Female

3) Occupation

Employee

Student

Business

Others

84

4) Monthly Income:

Bellow 10,000

10,000 – 15,000

15,000 – 20,000

20,000 – 25,000

Above 25,000

5) How often you buy bath soap?

Once in 15 days Once in a month

Once in 2 month

6) While purchasing a soap brand, which one factors influence your purchase decision?

(Rank the following (1-6); 1 being most important,6 being less important)

Price Quality

Medical value

Fragrance

Ad

Packaging

7) Are you aware of Mysore Sandal Brand?

Yes No

85

8) Are you using of Mysore Sandal Brand?

Yes No

8. a) If yes, how long have been using it?

1 month

6 month

1 year

More than year

9) What is your opinion regarding the price of the Mysore sandal Soap?

Very high High

Reasonable Low

10) Specify your opinion about the Mysore Sandal.

Excellent Very Good Good Satisfactory Not Satisfactory

Quality

Fragrance

Lather

Sandal Oil

Availability

Packaging

Promotion

86

11) Do you remember any Advertisement on Mysore Sandal?

Yes No

11. a) If yes, how did you come to know?

Radio Television Sign boards

News paper Magazines Internet

12) Do you think, the level of advertisement given by Mysore Sandal is sufficient?

Yes No

13) Do you change brand of soap? in the last 6 months?

Yes No

13. a) If yes how often do?

Once Many times

Twice None

14] Please rate the overall effectiveness of Mysore sandal products

Highly effective Effective

Average Not effective

87

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