A Research Study

onMarket Research for Mysore Liquid Soap

“Karnataka Soap & Detergent Ltd.”Bangalore

Submitted in partial fulfillment of the requirementsOf

The MBA Degree Course of Bangalore UniversityUnder The Guidance and Supervision

OF

Mr. A. Ravishankar, Prof. Praveen Bhagwan

Asst. Gen. Manager[Marketing] (Faculty of MPBIM)

KSDL (External Guide) MPBIM (Internal Guide)

M.P. Birla Institute of ManagementAssociate Bharathiya Vidya Bhavan

# 43 , Race Course RoadBANGALORE – 560 001

1

GUIDE’S CERTIFICATE

This is to certify that the “Market Research for Mysore Liquid Soap” ,

Karnataka Soap & Detergent Ltd. , Bangalore has been prepared by the

combined effort of Miss. Alpana singh, Mr. Harshit Neeraj, Mr. Manoj

Kumar Srivastava, Miss. Monika Sharma, Miss. Nisha Tomar is a bonafide

work done , carried under my Guidance and Supervision . To the best of

knowledge this report has not formed the basis for the award of any other degree

or diploma.

Place: Bangalore Prof. Praveen Bhagwan

Date: (Faculty MPBIM)

2

PRINCIPAL’S CERTIFICATE

This is to certify that the “Market Research for Mysore Liquid Soap” ,

Karnataka Soap & Detergent Ltd. , Bangalore has been prepared by Miss.

Alpana singh, Mr. Harshit Neeraj, Mr. Manoj Kumar Srivastava, Miss.

Monika Sharma, Miss. Nisha Tomar is a bonafide work done , carried under

my Guidance and Supervision . To the best of knowledge this report has not

formed the basis for the award of any other degree or diploma.

Place: Bangalore Prof. Nagesh Malavalli

Date: (Principal)

3

DECLARATION

We hereby declare that the research work embodied in this dissertation titled

“Market Research for Mysore Liquid Soap” has been carried out by us & our

college at Karnataka Soaps & Detergents Limited , Bangalore under the

guidance and supervision of Prof. Praveen Bhagwan, M.P.Birla Institute of

Management, Bangalore. We also declare that this dissertation has not been

submitted to any other university/ Institution for the award of any other

Degree/Diploma.

Place: Bangalore

Date:

4

ACKNOWLEDGEMENTS

We are thankful to Dr. Nagesh Malavalli, principal M.P. Birla Institute of

Management, Bangalore, who has given his valuable support during by project.

We are extremely thankful to Dr. V. Prakash, Professor M.P. Birla Institute of

Management, Bangalore who has guided us to do this project by giving valuable

suggestions and advice.

We are also thankful to Mr. A Ravishankar, Asst. Gen. Marketing Manager,

Mr. D.N. Vasanth Kumar, Gen.Manager[Markiting] and Mr. V.S.

Venkatesha Gowda, Dy. Gen. Manager[R & D], Karnataka Soaps &

Detergents Limited, for all the support and guidance extended for this project.

We equally thank all the Executives and staff of Karnataka Soaps &

Detergents Limited who have extended their Suggestions and helped us learn a

lot.

Our gratitude will not be complete without thanking God and we are most

grateful to our beloved parents who have been a constant source of aspiration and

blessings in our pursuit for studies. Finally, we express our sincere gratitude to

all our friends and well wishers who helped us to do this project.

Place : Bangalore

Date :

5

INDEXDate:

CONTENTS

EXECUTIVE

SUMMARY…………………………………..08

CHAPTER 1 – INTRODUCTION …………………………………………9-11

CHAPTER 2 - OVERVIEW OF KS & DL ………………………………..12-24

2.1- COMPANY PROFILE …………………………………….13-15

2.2- MILESTONES OF KS&DL………………………………..15-16

2.3- OBJECTIVES, VISION& MISSION OF KS&DL…………17-18

2.4- TRADE MARK…………………………………………………18

2.5- KSDL AT A GLANCE……………………………………..19-20

2.6 - PRODUCT PROFILE………………………………………21-22

CHAPTER 3 – RESEARCH DESIGN………………………..…………….23-27

CHAPTER 4 – DATA ANALYSIS……………………...……………….…28-49

CHAPTER 5 – COMPETITORS…………………………………………....50-51

CHAPTER 6 – FINDINGS, SUGGESTIONS & CONCLUSION..………..52-56

QUESTIONNAIRE ………………………………………...57-58

BIBILOGRAPHY………………………………………………59

6

7

EXECUTIVE SUMMARY

The Internship Project which we undertook was a part of course curriculum of degree of

Master’s of Business Administration at Bharatiya Vidya Bhavan-M P Birla Inst of

Management, Bangalore. We took up this work during our advanced level courses. As they

say, that most of the learning happens outside the classroom, so the internship project was

such that learning experience where in we got the opportunity to apply knowledge into real

world of whatever we had learned so far in classrooms. In fact the main objective of this

training was to help students to adapt to different work conditions, be flexible and creative

while working in the organization. We have tried to fulfill the same in our internship report.

Karnataka Soaps & Detergents Limited is a reputed name in KARNATAKA. It is

growing enormously. This company offers Soaps & Detergents to its clients.

The reason being that our specialization later would be Marketing and we will learn to

handle about the various trends in the market. It was really a great opportunity given to us by

the institution to work in the organization. I have learnt a lot as to how Karnataka Soaps &

Detergents Limited carries out its work so efficiently and also its business.

It was really a good experience for me working during this tenure. I am really glad that I

have learnt so much in detail about its business, products and services. This training program

really did my confidence a world of good and now I can say that my knowledge has

improved, over these few months. I have experienced the heat of work and it was really a

great exposure in the corporate world. I have learned a lot regarding the workings of various

departments and mainly the marketing and it was really great working for someone. I would

like to thank the entire team of Karnataka Soaps & Detergents Limited who helped me

throughout the training.

8

CHAPTER 1

“INTRODUCTION”

9

Introduction

Back today of 2500 B.C. crude soap was the first kind of soap that that was manufactured by

the Sumerians. During those days, soap was prepared from wood ashes. It was only in the

second century that the soap has become a popular product among the Romans.

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

the modern world. In 1662 A.D. The first patent for making the soap was taken in London

and was made and marketed by M/s. Bristor Soap Marketers in London.

Soaps are the products used to maintain hygiene. Soap may be graded as soft of higher fatty

acid which contains Ionic and electronic part. When oil or fat is boiled with solutions of

caustic soda (NaoH) the resultant is soap.

Commercial Equation:

Since soap is a non-durable consumer good, there is large market for it. The whole soap

industry is experiencing changes due to innumerable reasons such as Government

regulations, environmental, toxicological and energy problems, increase in the cost of raw

material etc.

From the back one decade liquid soap has created a good image in the mind of the users of

soaps ,the main reason behind the success of is that it is easy to use and the multi purpose

usage of it. Nowadays it approachable to all masses and now a days a number of companies

are into it.

10

Oil + NaoH = Soap + Glycerin Oil+NaoH= Soap+Glycerine.

The Indian Soap Scenario

In India, the Northwest Soap Company established the first soap industry in 1897 at Meerut.

The Indian Soap Industry has long been dominated by a handful of companies such

as:

Hindustan Lever Limited

Tata Oil Mills Company (Taken over by HCL)

Godrej Soaps Pvt. Ltd.

Karnataka Soaps and Detergents Limited.

The increase in demand for soap can be attributed to:

Growth of population.

Growth in degree of personal hygiene.

Increase in income and consumption.

Increase in expenditure

Spread of Education.

11

CHAPTER: 2

“OVERVIEW OF

KARNATAKA SOAP &

DETERGENT LTD.”

12

COMPANY PROFILE

For centuries, India is the land of spices, ivory, precious gems, magical charms and also the

land of sandalwood. The world’s richest sandalwood resources are found in the forests of

South India and Karnataka is the original home of the perfumed sandalwood which is also

known as “Gandhada Gudi”.

BRIEF HISTORY OF KSDL:

The Government Soap Factory was established by the Maharaja of Mysore his Highness

Nalwadi Krishnaraja Wodeyar and Diwan Sir.M.Visvesvaraya during the year 1916. The

Sandalwood Oil Division, Mysore was established during the year 1916 and Sandalwood Oil

Division at Shimoga was established during the year 1944.

In 1980, Government of Karnataka integrated the Sandal oil factories at Mysore and

Shimoga and Government Soap Factory at Bangalore and formed Karnataka Soaps &

Detergents Limited [KSDL], which has been incorporated as a Company under Company's

Act 1956.

The Sharabha is a mythological creation from the Puranas. It is illustrated as - the body of

a lion with the head of an elephant. It embodies the combined virtues of Wisdom, Courage &

Strength. It was adopted as the official emblem of KSDL to symbolize the philosophy of the

Company.

KSDL has a long-standing tradition of maintaining the highest quality standards right

from the selection of raw materials to processing and packaging of the end product. It's full-

fledged quality control and R&D Departments single-mindedly pursue quality enhancement

and keep pace with the changing preference and perceptions of customers.

KSDL is the true inheritor of India's golden sandalwood legacy. Having over 89

13

years of experience in this field. KSDL to-day is one of the largest producers of Sandalwood

oil and Sandal soap in the world, with a turn-over of Rs.125 crores.

KSDL's products are regularly exported to UAE, Bahrain, USA, Saudi Arabia, Kuwait,

South East Asian countries etc.

KSDL's Bangalore-complex has production facilities for Fatty Acids, Toilet Soaps and

Detergents. The Soap plant has one of the largest production facilities in the country with an

installed capacity of 26,000 tones per annum. A unique feature of KSDL's Soap plant is its

flexibility to process as many as ten different varieties of soaps simultaneously.

KSDL also undertakes orders for manufacture of soaps as per the customers'

specifications on mutual understanding.

KSDL's product range includes Toilet soaps, Incense sticks, coming in different and

distinct fragrances like Sandal, Jasmine, Rose etc. and range includes Talcum Powder,

Detergent also.

KSDL consider quality as one of the principal strategic objective to guarantee growth and

leadership in the markets of its operation. We strive to offer superior quality Products and

services.

The Government Soap Factory started as a very small unit under the full guidance of

Sir M. Vishweshvariah the wizard engineer of our country. The factory was started in the

year 1918 but it was due to the inspiration of the Maharaja of Mysore the Late Sri

Jayachamarajendra Wodeyar who turned the trade into opportunity by sowing the budding

seeds of Karnataka Soaps and Detergent Limited. It was he who sent Sri S G Shastry a

distinguished chemist to England to learn the finer aspects of soap manufacture. Thus the

final KS & DL project took shape with the combined engineering skills and expertise of the

team comprising of Sir M Vishweshvariah, Prof. Watson and Suborough.

14

KS&DL is a public sector undertaking (wholly owned by Government of Karnataka)

engaged in the manufacture of soaps, detergents and extraction of sandal oil. It also

manufactures sterile acid, glycerin, agarbathies and sandal talc.

MILESTONES OF KS&DL

YEAR ACHIEVEMENTS

1918 The Maharaja of Mysore started the Company. Mysore Sandal was

launched in the market

1950 The factory’s output increased to 500 tonnes. International category

Mysore Sandal Gold.

The Government decided to expand the factory in two stages.

Renovating the old premises. Installing a new boiler, soap, building

plant and larger chamber.

1954 Government sanctioned license to manufacture 1500 tonnes of soap

and 75 tonnes of glycerin per year.

1957 Sir M Vishweshvariah laid the foundation stone.

15

1968 The production touched 3000 tonnes with sales over Rs.2 lakhs.

1974 Detergent plant started its function.

1980 Government soap factory was converted into KS & DL.

1981 Production capacity was increased to 6000 tonnes

1983 The company increased the production capacity to 20000 tonnes per

annum at a total cost of Rs.17.21crores.

1984 Production of Agarbathies was started.

1985 Production capacity was increased to 26000 tonnes.

1992 The company was registered with BIFR in December 1992.

1994 The company earned a net profit of Rs.1,198 crores.

1998 The company launched “Baby sandal talc” and Mysore sandal gold.

2000 KS & DL became the first debt free State PSU.

16

OBJECTIVES OF KS&DL

To maintain the brand loyalty of its customers.

To attain self-reliance.

To serve national economy.

To promote and uphold its image as markets of traditional product.

To build upon the reputation of Mysore sandal Soap based on pure sandal oil.

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

To provide employment opportunities.

To achieve other social activities such as raising revenue to the Government etc.

17

VISION Statement:

KS &DL is committed to customer delight, through total quality management and

continuous improvement through the involvement of all employees.

MISSION Statement:

Constantly developing new products to meet the changing preferences of its customers.

TRADEMARK:

SHARABHA

Trademark of KS & DL is the “SHARABHA”, a mythological creation from the Puranas. It

embodies the combined virtues of wisdom, courage and strength. It is illustrated in an

unusual form- the body of a lion with the head of an elephant. It was adopted as the official

emblem of KS & DL to symbolize the philosophy of the Company.

18

KS&DL AT A GLANCE

19

1 Name of the organization Karnataka Soaps &

Detergents Ltd.

2 Address of the Factory and

Registered Office

KSDL , P B No :- 5531

Bangalore- 560055

3 Year of Establishment 1918

4 Constitution Wholly owned by govt. of

Karnataka

5 Trade Mark The SHARABHA is the trade

mark of KSDL . Sri S G

Shastry designed it. It is

illustrated in an unusual

form- the body of a lion with

the head of the elephant

6 Capacity of the unit Licensed capacity is totally

26000 tones per annum

7 Brief cost of project a) Cost of project 22.94 cr.

b) Working Capital 10.49

cr.

8 Obtained Certification ISO 9002 & 14001

9 Product Range Manufacture of toilet soap is

of popular & special variety .

They also manufacture

detergent cakes and powders,

stearic acid, fatty acid

mixture & other by product.

10 Management Control Board of Directors are

nominated by the Govt. of

Karnataka

a) Chairman & MD

20

PRODUCT PROFILE

Toilet Soaps:

1. Mysore Sandal Soap

2. Sansar Soap

3. Mysore Jasmine Soap

4. Mysore Rose Soap

Special Toilet Soaps:

1. Mysore Sandal Classic

2. Mysore Sandal bath tablet

3. Mysore Sandal Jasmine tablet

4. Mysore Sandal Guest tablet

5. Mysore Sandal Lavender

6. Mysore Sandal Baby soap

7. Mysore Sandal gold

Detergent, Soaps & Powder:

1. Mysore Detergent cake

2. Mysore Detergent powder

3. Mysore Detergent bar

Mysore Sandal Talc:

1. Mysore Sandal baby powder

2. Mysore Sandal powder

21

Agarbathies:

1. Chandan

2. Rose

3. Super

4. Parimala

5. Jasmine

6. Delux

7. Naga-Champu

8. Monoranjani

9. Meditation

10.Durga

11.Superbatha

12.Bodhi Satva

13.SIR MV 100

14.Alif-Laila

Industrial Products:

1. Stearic acid

2. Fatty acid mixture

3. Glycerine

4. Distilled fatty acid

5. Hydro generated fatty acid

6. Soap noodles

7. Sandalwood oil.

22

CHAPTER: 3

“RESEARCH DESIGN”

23

Research Design

In the present era, where there is a  cut throat competition among the various fast moving

consumer goods industries to sell more and more of their products, the vision is  to provide

only the finest products that money can buy and to constantly enhance and expand the range

with the finest soaps and bath products that are popular among the customers and in high

demand. The growing customer base in both wholesale and retail continue to bring forward

inspiration for new ideas and innovations to help grow the stimulating and unique range of

soaps. 

                 Objective of study

Primary objective:

This study is confined to Bangalore city and its outskirts. The study helps to know the

various liquid soaps which are present in the market.    . 

The survey enables us to know the various parameters on which customers buy the

soap.

In the modern trend, it also facilitates to know how the product can be improved to

meet the customers’ criteria.

The research study also helps to know the present demand level of the customer.

The research study also helps to know sales strategies.

Secondary Objective:

To analyze emerging trends in the market regarding the Liquid soap.

To get the customer’s view about the launch Herbal soap of KSDL.

24

Research Methodology 

Meaning of Research

Research is a documented prose work. It is organized analysis of a particular subject. It is

usually a systematic approach towards purposeful investigation (with some objective). 

     According to Advanced Learners Dictionary of current English,       

“A careful investigation or inquiry specially through search for new facts in any branch of

knowledge.”

A research project is based on the process of data collection. It is only this collected data that

the researches perform the analysis and arrive at conclusions. There are two types of data

viz., Primary data and Secondary data.  

 Primary data 

     It refers to those data, which are collected afresh and for the first time and thus happens

to be original in character. Primary data collected in the study is to know the customers’

feedback regarding the type of soap they are using. This was collected by giving respondents

questionnaires and having personal oral interaction to collect the required data. Primary data

is collected from the people visiting the five star hotel, shopping malls, etc. 

25

Secondary data 

      It refers to those data which have already collected by some one else and which have

already analyzed through statistical process. There are mainly two types of data viz.,

Published data and Unpublished data. 

      Published data is collected through various publications on soap, newspapers, and books,

magazines, journals of ICFAI, reports prepared by company, internet websites. 

     Though a major part of analysis is done on the basis of primary data yet, the secondary

data is often used and they are associated with constraints of cost, time and other resources.

Sampling Technique

    The main component of research study is the sampling plan. It is specifically targets on

three questions.

Whom to survey (Sampling unit)

How many to survey (Sampling size)

How to survey (Sampling procedure)

Sampling unit

     The population of the survey consists of the people belonging to high income group and

middle income group .The selected population was large, so it cannot be studied in totality

and has been studied as samples. A sample as the same suggests is a part/ sample of the

whole. 

26

 Sample size 

      Sample size refers to the number of items to be selected from the total population to

constitute a sample. So after considering certain facts the survey has been conducted on

sample size of 467 respondents, in which there are 417 public and 50 retailers.  

Survey procedure 

      There were two tools used in survey to collect the data. They are Questionnaire method,

and a short interview. 

Plan of the Analysis 

The information collected through Questionnaire was transferred into Work sheets and a

master chart was prepared. To obtain numerical data Likert Scale method is used.  The

classification of the data with a view to set objectives. This data is graphically and tabular

represented with the help of MS Excel and MS Word.

Limitations of the study : 

The research is restricted to Bangalore city and outskirts only.

Due to certain personal constraints some of the respondents did not feel themselves to

be in a position to express the opinion.

This project cannot be taken for granted that it is applicable for entire population as it

is based on the opinion of sample size(467)

Preference of respondents may change over a period of time.

As this project deals with data related to current period, some of them if reviewed later

may prove obsolete. 

27

CHAPTER: 4

“DATA ANALYSIS”

28

(A)Table showing the number of respondent (males &

females) in city & outskirt :

Interpretation- The survey was conducted both in the city and the outskirts. Out of 417

respondents there were 200 males in city and 63 in outskirts and there were 131 females in

city and 26 in outskirts.

Inference- Maximum number of respondents in city and outskirts were males.

29

(B) Table showing the distribution of age group of Liquid

Soap users.

Age group 18-22 23-27 28-32 33-38 Above 40Respondents 90 130 117 60 20

Interpretation- We can interpret from the above chart that maximum no of people using

liquid sop falls in the age of 23-27 and then in 28-32. Next are the students who use liquid

soap which fall in the category of 18-22.

Inference- we can infer that we should target people of age group of 20-30.

30

(C) Table showing the demand of the Liquid soap in different profession:

Interpretation- From the above chart we can interpret that maximum housewives are

using liquid soap then and then salaried people and students.

Inference- From the above chart we can infer that youth are the potential customer

because they want easy to use and trendy things.

31

(D) Table showing the user/non-user of Liquid soaps:

Users Non usersRespondents 243 174

Interpretation - out of the survey of 417 people only 243 people use liquid soap that

comes to 58% approx.

Inference- there is a large scope in the market for liquid soap because 42% people are still

not using liquid soap.

32

(E) Table showing the use of different brand of Liquid soaps

by the respondents:

Liquid Soaps

Amway Dettol Dove Fem Himalaya Lifebuoy Lux Pamolive Savalon Local

5 58 7 17 15 46 19 24 20 32

Interpretation- There are variety of players in the liquid soap market, whose names are

presented in above table. Among all the players Dettol and Lifebuoy are leading the way

followed by local manufactures and other brands.

Inference- There is huge competition in market and people are more price conscious as we

can see that Dettol and Lifebouy are selling more because of its comparatively lower price.

33

(F) Table showing that satisfaction level of the respondent with their Liquid soap:

Interpretation- Out of 243 Liquid Soap users 194 are satisfied with the brand they are

using and 49 are not satisfied.

Inference- Liquid soap market is expanding and most of the users are feeling satisfied with

respective brand of their Liquid Soap. There is large scope for emerging good brands in near

future.

34

(G) Table showing Since how long customer have been / are

using Liquid soap:

Frequency of use 1-6 months 6-12 months >12 monthsUsers 70 56 117

Interpretation:- From the above chart we can interpret that most of the customers are

using Liquid Soaps for more than 1year.

Inference:- The demand for Liquid Soap is continuously rising in present scenario as we

can see that the new users are more than those using from 6-12 months.

35

(H) Table showing that how often do Customer buy Liquid

Soaps:

Frequency of Purchase Once a month Twice a month OccasionallyUsers 160 66 17

Interpretation - For the above graph we can interpret that most of the customers are

purchasing the Liquid soap every month.

Inference - Liquid soap is being used frequently by the users.

36

(I) Table showing that for whom customers purchase the

Liquid soap:

Purchasing Purpose Family Own Use Office Family & Office

Users 112 66 43 22

Interpretation:- It can interpreted that maximum usage of Liquid Soap is in family then

for personal and office use. 46% people use it for family purpose.

Inference:- It can be inferred that there is market for Liquid Soaps in Offices as offices are

adopting the use of liquid soap for hand wash.

(J) Table showing the factors which influence the customers for 37

purchasing the Liquid soap:

Reasons Value for Money Fragrance Packaging BrandRespondents 121 104 25 167

Interpretation- It can be interpreted that while purchasing any liquid soap Brand is the first

reason in the mind of the person then comes value for money and fragrance. Packaging has been the

last criteria.

Inference- In present scenario people are more brand conscious in upper segment and they go for

the brand which they can trust. And in middle and lower segment value for money plays a vital role.

Fragrance is the common criteria for all the segment of people.

38

(K) Table showing customer’s willingness to try the new Liquid soap of KSDL:

Interpretation- Out of 417 respondents 334 want to use KSDL’s Liquid Soap.

Inference- It can be inferred that KSDL’s new product will be welcomed by the mass.

39

(L) Table showing the customer preference about fragrance:

Fragrance Sandal Jasmine Rose Herbal Turmeric LavenderRespondents 117 62 88 79 42 29

Interpretation- Respondents have major inclination towards sandal as a a

Inference- People prefer sandal fragrance in the soap segment so it would be

wise enough to have sandal fragrance in the new product launch.

(M) Table showing, the customers preference about the quantity:40

Preferred Quantity <100ml 100-250ml >250mlRespondents 75 300 42

Interpretation- Out of 417 respondents 300 wants Liquid soap in 100-250ml bottle.

Inference- People want medium size bottle as it is easy to use and handy. They can switch

over their fragrance easily as medium size bottle lasts for about 30-45 days.

(N) Table showing, the customers preference about the bottle of

41

the Liquid soaps:

Bottle Type Transparent Translucent OpaqueRespondents 146 208 63

Interpretation- Out of 417 respondents 208 prefer to use translucent bottle, 146

transparent while 63 opaque for liquid soap.

Inference- People prefer translucent bottle the most as it gives feel of both transparent and

opaque bottle.

(O) Table showing, the customers preference about the Liquid

42

soap type:

Soap type Transparent Translucent OpaqueRespondents 92 179 146

Interpretation- Out of 417 respondents 179 prefer translucent, 146 Opaque and 92

transparent type of liquid soap.

Inference- Respondents preferred Translucent and Opaque type of liquid soap over

transparent type of Liquid soap.

(P) Table showing customers preference about the type of bottle

43

CAP of Liquid soaps:

Cap type Jet type Flip typeRespondents 283 134

Interpretation- Out of 417 respondents 283 prefer jet type of bottle cap whereas 134

prefer flip type of bottle cap for liquid soap’s bottle.

Inference- Respondents indicated that they find Jet Type of bottle cap more easy and

handy to use.

44

RETAILER’S SEGMENT

(Q) Table showing retailers sales of various type of liquid soap:

Interpretation- A survey done of 50 retailers interpret that the sales of dettol is higest

amongst all liquid soap, following dettol lifebuoy has good sales in the city as well as in

outskirts.

Inference- Reason for above is that both dettol and lifebuoy is very easily available to the

general public and their price is also feasible as compare to other brands.

(R) Table showing the quantity in demand:

45

Interpretation- Survey done shows that sale of 250 ml pack of liquid soap is far high

from other quantities.

Inference- Reason behind is 150-250 ml pack is handy and economical to the buyers. They

can also change their preference on monthly basis by using 250 ml pack as it last on an

average of one month.

(S) Table showing Price preference(250ml)

46

Interpretation-We can interpret from the above graph that price range of 40-60 shows

highest preference as compared to other ranges.

Inference- If we see to the high class they prefer high cost product but the mass i.e. upper

middle & middle class is still going for low price which can provide them brand.

(T) Price as per 250ml of various brands of liquid soaps:

47

(U) Table showing, the average selling of the Liquid soaps in a month:

48

Interpretation- The survey done of 50 retailers show that the average sales of a retailer

lies generally between 50 to 100 bottles a month.

(V) Table showing, the retailers view about the chance of new Liquid soap’s entry in the market:

49

Retailers View Yes No Can’t Say18 9 23

Interpretation- Out of the survey of 50 retailers 18 were positive about the entry of a new

player in this segment whereas 23 held themselves indifferent from any opinion.

Inference- Most of the retailers did not gave any opinion still among the responses

received, positive response is more indicating towards the scope of new entrants in the

market.

COMPETITORS AND THEIR BRANDS

50

BRAND SOAPS NAME PRICE PER ml

1) Dettol Liquid Hand Wash Original Rs.50 per 250mlSensitive(Jet Cap) Rs.65 per 250ml

Liquid Body Wash Original Rs.90 per 250mlCool Rs.85 per 250ml

Family Pack Rs.150 per 1 LtrRefill pack Rs.35 per 200ml

2) Lifebuoy Liquid Hand Wash Nature (Jet Cap) Rs.40 per 200mlCare (Jet Cap) Rs.40 per 200mlTotal (Jet Cap) Rs.40 per 200ml

Deo Fresh Rs.40 per 200mlFamily Pack Rs.115 per 900mlRefill pack Nature Rs.25 per 180ml

Care Rs.25 per 180mlTotal Rs.25 per 180ml

3) PamoliveAroma Cream (Shower Cream)

Exotic Rs.90 per 250ml

Calmy Rs.90 per 250mlAroma (Body Wash) Vitality Rs.90 per 250ml

Relaxing Rs.90 per 250mlThermal Spa (Body Wash)

MassageRs.90 per 250ml

Firming Rs.90 per 250mlTrial Version Rs.45 per130mlFamily Pack (Natural) Family Health Rs.150 per 1 Ltr

Milk and Honey Rs.150 per 1 Ltr

4) FemSoft Gentle Soap (Jet Cap)

ChandanRs.59.50 per 250ml

Bouquet Rs.59.50 per 250mlBlossom Rs.59.50 per 250ml

Soft Gentle Soap (Flip Cap)

ChandanRs.49.60 per 250ml

Bouquet Rs.49.60 per 250mlBlossom Rs.49.60 per 250ml

Family Pack (All fragrance) Rs.149.50 per 1 LtrRefill Pack Lemon Dove Rs.29.40 per 200ml

Peach Rs.29.40 per 200ml5) LUX Body Wash Silk Nourishment Rs.40 per 140ml

Soft Luxury Rs.40 per 140mlUpliftment Firm Rs.40 per 140ml

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Body Wash Silk Nourishment Rs.70 per 250mlSoft Luxury Rs.70 per 250ml

Upliftment Firm Rs.70 per 250ml6) Savalon Liquid Hand Wash Rs.45 per 250ml7) Santoor Liquid Hand Wash Soft Hands Rs.60 per 250ml8) Dove Liquid Body Wash Rs.125 per 250ml

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CHAPTER:8

“FINDINGS, SUGGESTIONS

&

CONCLUSION”

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Findings

The respondent’s expenditure on Liquid soap is according to their need and desire and

the satisfaction level they get from the usage of soap.

All most all the respondents buy Liquid soap once a month only.

The market leader for Liquid soap are Dettol and Lifebuoy as they have both Hand

wash and Body wash range with economical refill pack. People prefer them because

of their Brand Image and Economical packs.

The Maximum number of users of liquid soap lies between an age group of 23-27.

Liquid soap is mainly required by housewives both for hand wash and bathing

purpose.

Most of the users of liquid soap are satisfied with the concept of liquid soaps in place

of normal soaps.

The number of recent users of liquid soaps are increasing showing that people are

getting inclined towards liquid soaps.

While making a purchase decision for a liquid soap customers are influenced by brand

name the most and then by the value for money they get from the purchase made.

Almost every respondent were aware with products of KS&DL and are willing to use

the liquid soap launched by it.

Liking of people for fragrance is the most for sandal and rose.

People want liquid soap in such a quantity that should be handy for them, lasts atleast

for a month so that they can easily switch over to another fragrance.

Attractive packing attracts customers a lot, so for new product an exclusive packaging

is necessary.

The skin friendly along with nature of soap, its smoothness and oils with ph factor

play an important role in increasing the sales of a particular brand.

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SUGGESTIONS

1. Publicity is the most cost effective way to launch the company's latest new product

regardless of whether they plan to market their new product on a local, national or

international scale. Print publicity has a "shelf life," - the printed word can reach and

convert readers into buyers for weeks, months, and even years after publication. 

2. Take the ideas and turn them into product concepts. It involves researching customer

requirements. It also involves testing the concept to determine if the concept will meet

the needs of the customer. Marketing will analyze market potential and possible price

points.

3. Feedback Analysis from the Customer to review the research, competitor analysis and

perception audits to understand how to improve the firm's market share.

4. Identify main competitors

5. Establish value proposition = clear, distinct and non-arguable

6. Should be difficult for competitors to imitate. The product should create a strong

competitive advantage.

7. Identify distribution options. Establish distribution channels and develop sales

channels to increase market share

8. Internet Marketing. Perform web site marketability analysis. Web Site Optimization.

9. Organizing exclusive shows for this soap wherein celebrity should come and talk

about this soap or there should be tradeshows & Product launch events.

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10.Global product launch communication can also be used with exhibitions & seminars .

11.Establish the brand's market position

12.Sales visits/presentations

13.New product/service launch: Press-pack, product data-sheets, PR News releases,

company profiles, point of sale design, video presentations

14.Optimize market share through pricing/discounts and promotions

15.Establish market presence in the foreign markets.

16.Identifying the best customer segments for penetration

17.Positioning the product successfully against competition

18.Optimizing impact of sales strategy

19.Creating a system to maximize sales leads while minimizing marketing expense

20.Basing sales strategy on customer benefits rather than features

21.Setting sales goals based on market potential, not staff's guesses

22.Reducing sales development time and maximizing profit

23.Improving market efficiency

24.Identifying optimal mix of marketing tools and distribution channels to maximize

sales.

25.Explaining properly how this new product is different and better from its competitors.

26.Provides potential access to a wide variety of markets.

27.Should make a significant contribution to the perceived customer benefits of the end

product.

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CONCLUSION

The overall study of the organization reveals that the company has grown tremendously

since its incorporation from 1918.The initially named Government Soap Factory was

renamed as Karnataka Soaps and Detergents Ltd in 1st October 1980.

Its trademark is Sharabha, the slogan stands as “Natural products with exotic fragrance”.

The company is a leading sandalwood soap manufacturer in the country. Even though they

have demand for their products in both domestic as well as international market, They are

not able to establish themselves as market leaders due to various reasons such as extensive

work force, non-utilization of installed capacities of manufacturing, lack of proper

distribution network, lack of expenditure in the areas of advertisements and publicity,

competitions of various soaps and detergents and lack of timely decisions.

This research work focuses on the use of Liquid soap in the market. The basic purpose for

this research is to know the panorama for the new Liquid soap launched by KS & DL. Since

it is a liquid soap which basically targets the middle and higher strata of the society, the

process it needs to develop for the launch of its new product should be totally focused on

them. The advertising and marketing strategy should be such that it is able to beat its present

competitors in the market. The company needs proper planning before launching its product.

Proper targeting, segmenting and perfect positioning is inevitable for the success of the new

product.

We had a great time working on the project, as it gives insights into the working

environment of an organization. The training has exposed me to many facts of an

organization and also helped me to gain practical knowledge, which will go a long way in

the horizon of our career. I became more aware of the soap industry and the role played by

KS&DL.

QUESTIONNAIRE57

Understanding the reasons why customers use a particular brand of MS Herbal Soap

& what they expect from a soap , and there probability to buy Herbal Soap

Name: _____________________________Age: ____Sex: ____Profession: _________________

Phone no. /Email: ____________________________

1. Which liquid soap are you using?____________

2. Are you satisfied by the product that you are using?

(a) Yes (b) No (c) Can’t say

3. For how long are you using the product?

(a) 1-6 months (b) 6-12 months (c) > 12 months (d) Can’t remember

4. What is the frequency of purchase?

(a) Twice a month (b) Every month (c) Rarely

5. For whom do you purchase the liquid soap?

(a) Family (b) Own use (c) Office

6. Factors that influence you to purchase a liquid soap?

(a)Value for money (b) Fragrance (c) Packaging (d) Brand (e) Other

7. If KS&DL launches a new liquid soap would you like to try it?

(a) Yes (b) No (c) Can’t say

8. Which fragrance in a liquid soap you like?

(a) Sandal (b) Jasmine (c) Rose (d) Herbal (e) Turmeric (f) Lavender

9. In what quantity would you like to purchase our soap?

(a) < 100ml (b) 100-250ml (c) > 250ml

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10. According to you, soap should be?

(a) Transparent (b) Translucent (c) Opaque 11. According to you, soap bottle should be?

(a) Transparent (b) Translucent (c) Opaque

12. According to you, soap bottle should be?

a) Jet type b) Flip type

Any suggestions_______________________________________________

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BIBLIOGRAPHY

Website www.mysoresandal.com

www.google.com

www.wikipedia.com

Marketing Management Philip Kotler

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