KARNATAKA SOAPS & DETERGENTS LIMITED, BANGALORE-55.

A STUDY ON
CUSTOMER SATISFACTION TOWDARS MYSORE
SANDAL SOAP

A project report submitted in partial fulfillment of the requirements for the

award of the Degree of

MASTERS IN BUSINESS ADMINISTRATION

Of

VISHVESHVARAYYA TECHNOLOGICAL UNIVERSITY

Submitted by:

Mr. KISHAN.N
Reg. No. 1BM14MBA23

UNDER THE GUIDANCE

OF

Prof. John Manohar

BMS College of Engineering, BANGALORE-560019

2015-2016

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 STUDENTS DECLARATION

I Mr. KISHAN.N bearing register number 1BM14MBA23hereby declare that

this project titled CUSTOMER SATISFACTION TOWDARS MYSORE
SANDAL SOAP is an original work carried out by me under the guidance of
Prof. John Manohar Towards the partial fulfillment of requirements for the
MBA program of the VISHVESHVARAYYA TECHNOLOGICAL
UNIVERSITY (VTU). This has not been submitted earlier to any other
University or Institution for the award of any degree/ diploma/ certificate.

Date: 24/02/2016 Mr. KISHAN.N

Place: Bangalore. (REG NO: 1BM14MBA23)

2
 CERTIFICATE BY GUIDE

This is to certify that the project titled CUSTOMER SATISFACTION

TOWDARS MYSORE SANDAL SOAP by Mr. KISHAN.N bearing the
Register No. 1BM14MBA23 has been prepared under my guidance and
supervision. This project work has been satisfactory and is recommended for
consideration towards partial fulfillment for the award of MBA programmer of
the VISHVESHWARAYYA TECHNOLOGICAL UNIVERSITY (VTU). This
has not been submitted earlier to any other University or Institution for the
award of any degree / diploma / certificate.

Date: 24/02/2016 Prof. John Manohar

Place: Bangalore

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 ACKNOWLEDGEMENT

The successful completion of any task would be incomplete without

mentioning the people who made it possible and whose constant guidance and
encouragement secured us our success.

I am grateful to thank Prof. John Manohar BMS College of

Engineering for her valuable guidance and support.

I extend my gratitude to our principal, for the kind of support and help for
the study.

I would like to acknowledge my sincere gratitude for the constructive

guidance and encouragement I received from BMS College of
Engineering, affiliated to Vishweshwarayya technological University
throughout the completion of my study.

I express my sincere gratitude to C.M.SUVARNA KUMAR (DGM-

MARKETING/ESTATE) AND Smt. SUSHMA.R (MANAGER-
MARKETING) for granting permission to do my project work.

EXTERNAL GUIDE:
C.M.SUVARNA KUMAR Mr. KISHAN.N

(DGM-MARKETING/ESTATE) (1BM14MBA23)

Smt. SUSHMA.R

(MANAGER-MARKETING)

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 CHAPTER-1

INTRODUCTION

INTRODUCTION TO CUSTOMER SATISFACTION

Customer satisfaction is one of the main objectives of any organization. Every

organization tries to know the customer satisfaction about their products. So a study on
customer satisfaction helps the organization as well as me to gain a vast knowledge over the
real world tastes and preferences of customer.

Whether the buyer is satisfied after purchase depends on the offers performance in
relation to the buyers expectations. In general satisfaction is a persons feeling of a pleasure
or disappointment resulting from comparing a product perceived performance in a relation to
his or her expectation.

As this definition makes clear, satisfaction is a function of perceived performance and

expectations. If the performance falls short of expectations, the customer is dissatisfied. If the
performance matches the expectations, the customer is satisfied. If the performance exceeds
expectations, the customer is highly satisfied or delighted.

Many companies are aiming for the high satisfaction because customers who are just
satisfied still find it easy to switch when better offer comes along. Those who are highly
satisfied are much less ready to switch. High satisfaction or delighted creates an emotional
bond with the brand, not just a relational preference. The result is high customer loyalty.
Xeroxs senior management believes that very satisfied or delighted customer is worth 10
times as much to the company as satisfied customer. A very satisfied customer is likely to
stay with Xerox many more years and buy more than a satisfied customer will.

How to buyers from their expectations? From past buying experience, friends and
associates advice and marketers and competitors information and promises.

If marketers raise expectations to high , the buyer is likely to be disappointed, For

example, Holiday Inn ran a campaign a few years ago called no surprises Yet hotel guests
still encountered a host of problems, and holiday Inn had to withdraw the campaign.
However, if the company sets expectations too low, it wont attract enough buyers (although
it will satisfy those who do buy).

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 Some of todays most successful companies are raising expectations and delivering
performances to match. These companies are aiming for TCS- total customer satisfaction.
Xerox for example, guarantees total satisfaction and will replace at its expense any
dissatisfied customers equipment within a period of three years after purchase. Cigna
advertises Well never be 100% satisfied until you are, too. And one of Hondas ads says:
one reason our customer are so satisfied is that we arent. Nissan invites potential infinity
buyers to drop in for a guest drive (not a test drive) because the Japanese word for
customer is honored guest. Look at what high satisfaction can do.

Saturn in the late 1980s, Saturn (General motors newest car division) changed the
whole buyer seller relationship with a New Deal for car buyers there would be a fixed price
(none of the traditional haggling); a 30-day guarantee or money back; salespeople on salary,
not on commission (none of the traditional hard sell). Once a sales made. The sales staff
surrounds the new owner for commemorative photo, with everyone smiling. The companys
fifth anniversary celebration at the Tennessee headquarters was attended by more than 400
Saturn from all across the country. Said Saturns president: Saturn is more than a car its a
whole new way of doing things, of working with our customers and with one another.

A customers decision to be loyal or to defect is the sum of many small encounters

with the company.

Consulting firm Forum Corporation says that in order for all these small encounters to
add up to customer loyalty, companies need to create a branded customer experience.
Heres how Canadian Pacific Hotels, a chain with 27nproperties, did just that.

Assuring Customer Satisfaction:

Those who enter to buy, support me. Those who come to flatter, please me. Those
who complain, teach me how I may please others so that more will come. Only those who
hurt me are displeased but do not complain. They refuse me permission to correct my errors
and thus improve my service.-Marshall Field.

The attitude of the profession is summed up in this statement. It establishes the

customer as the person to whom you are responsible. Customers support you; therefore, they
deserve VIP treatment.

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 When your customers are happy, you are happy. When they complain, you are
unhappy, but you examine the complaint calmly and see it as an opportunity to learn as well
as satisfy their needs. The quote echoes the fear that customer will not vocalize their
dissatisfaction, but instead take their business elsewhere.

Theres another quote thats even more important to salespeople and companies
immediately upon making a sale.

Keeping Your Customers Happy:-

Since your first concern is customer satisfaction you should be aware of some
emotional stumbling blocks in your path: selective perception, users error and buyers
remorse.

Selective perception is the process in which a person sees only selected details from
the entire picture. This attention to detail is sometimes petty. For example, a customer may
have a new copying machine that works like a charm, but he is irritated by the sound of the
motor. He focuses only on what is wrong rather than what is right.

This occurs because buyers expect their purchases to be perfect. Regardless of the
purchase price, they figure that for what they spent, they deserve perfection. When you
encounter someone who practices selective perception, evaluate the situation to determine if
the complaint is reasonable or exaggerated.

If it is exaggerated, try to resolve the problem by pointing out benefits and features
that compensate. Put the negative detail in a different perspective for your client so that it
becomes one small part of the total picture.

Many sales involve the installation of a new system or piece of equipment, and the
buyer or their employees must be trained to use it. Their successful use of the equipment
depends upon the effectiveness of the training, and it is imperative that the salesperson
follows through after the training period to make sure the client uses the purchase properly.

It is not uncommon for people to forget 75 percent of what they hear after two days. This can
cause user error. Which will signification affects the outcome of your test and may prevent
your client from reaching his success criteria.

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 Often a client will be unhappy about a purchase and not realize that it is due to
improper operation. To more complex something is, the more training it requires using it
properly. In the interest of implementing the product quickly, users may settle for incomplete
training or become sloppy in their application of good training. In any case, look for user
error whenever a success criterion is not reached.

Buyers remorse refers to the regent that a buyer feels after making a purchase. It
could be caused by selective perception, user error, or the clients error. Whatever the reason,
the full benefits of the product are not realized.

Buyers remorse can also be caused by the economics of the purchase: until the
benefits prove themselves to be cost effective, a buyer regrets having made the purchase. It is
the responsibility of the salesperson or assuage these fears by assuring the client that his
investment is wise and sound. Reiterates some of the selling points that convinced him to buy
it originally, present data, and put him at ease.

Handling Customer Complaints:

Whether your customers complaining is legitimate or not, follows it up with a service call.
Whenever possible, does it personally instead of sending someone from the customer service
deportment it provides the personal service that your customer appreciates and it may obviate
need for a technician or serviceman to call. As an alternative, both of you can go together to
handle customer complaints. Keep the following guidelines in mind:

Dont procrastinate making the call.

Often the problem is not as serious as it sound. Some customer read the riot act when they
call about a complaint. A delay in responding will only irritate your client more.

Admit mistakes and apologize.

Just because you made the sale does not mean you can become defensive about your
company, product or service. Even the most reputable companies make mistake and have
problem with their products. You may want to restate the customers complaint to show that
you are listening and have an understanding of the problem.

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Show compassion for your customer.

Whether the complaint proves to be true or false, show your customer that you are
concerned and will investigate the problem immediately. Help the customer clam down by
saying, I can understand why you feel the way you do.

Actively listen to your customer complaint

Talking will make him feel less anxious about it. Let your customer vent his feeling
before you react to the situation. Be sympathetic and encourage the customer to below up.
Afterword, hell feel better; this means hell be in a better frame of mind.

Maintaining customer satisfaction

The philosophy behind maintaining your customer is simple; now that you have them,
maintain them. When you consider the amount of time and money invested in them, you
cannot afford to lose them. This investment goes beyond your personal expenditures. It also
includes your firms advertising and marketing costs to reach that particular market segment.
Your customer, therefore, should be treated as if the life of your business depended on them
which it does!

WAYS TO KEEP YOUR CUSTOMER SATISFIED

1. Show them that you think of them. Send them helpful newspaper clippings or articles,
cartoons related to their business and Heres an idea I thought youd enjoy notes.
Send your clients Christmas/New Years cards, birthday cards, and thank you notes.

2. Drop by to show them new products and brochures and offer additional services.
Always make an appointment before making your call! Respect your clients time as
you do your own.

3. Offer a sample gifts to enhance the use of your product. See how they are utilizing
your product or service and suggest other ways that they can benefit from it. They
may not be realizing its full potential.

4. Offer customer discounts on new products or services to encourage additional

business.

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 5. When new employees are hired, offer to train them free of charge in the use of your
product.

6. Repay or compensate them for last time or money caused by problem encountered
with your product. If you pinch pennies, you customer may do the same.

7. Be personal.

Record details about your clients life and enter these in your file. Its so much nicer
to say to someone, How is Bob? rather than Hows your husband?

8. Tell the truth.

Lies have a way of coming back to haunt you.

9. Accept returns without batting an eyelash.

In the long run, they are much less expensive than finding a new customer.

10. Be ethical.

Keep all your information about the account confidential.

11. Be certain that your company follows through on its commitment.

This includes delivery, installation, packaging, and so on.

What all of this comes down to is that you should be willing to go the extra mile for
your accounts. They extra effort you expend now will be repaid handsomely in the future.

The bottom line in maintaining your clients is service and more service. Be there for
your customer and theyll want to stick with you. If you meet their needs, theyll think twice
before switching to another company, even if theyve voiced some serious concerns. Make
new clients, but keep the old. One is silver and the other gold. Develop the gold you have
and the silver may take care of itself.

CUSTOMER SATISFACTION METHODS

The methods to measure customer satisfaction needs to be defined sophisticatedly to fulfill

the desired norms. There are following methods to measure customer satisfaction:

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 1. Direct Methods: Directly contacting customers and getting their valuable feedback
is very important. Following are some of the ways by which customers could be
directly tabbed:

Getting customer feedback through third party agencies.

Direct marketing, in-house call centers, complaint handling department could be

treated as first point of contact for getting customer feedback. These feedbacks are compiled
to analyze customers perception.

Getting customer feedback through face to face conversation or meeting.

Feedback through complaint or appreciation letter.

Direct customer feedback through surveys and questionnaires.

Organizations mostly employ external agencies to listen to their customers and

provide dedicated feedback to them. These feedbacks needs to be sophisticated and in
structured format so that conclusive results could be fetched out. Face to face meetings and
complaint or appreciation letter engages immediate issues. The feedback received in this is
not uniformed as different types of customers are addressed with different domains of
questions. This hiders the analysis process to be performed accurately and consistently.
Hence the best way is to implement a proper survey which consists of uniformed
questionnaire to get customer feedback from well segmented customers. The design of the
prepared questionnaire is an important aspect and should enclose all the essential factors of
business. The questions asked should be in a way that the customer is encouraged to respond
in a obvious way/. These feedback could received by the organizations can be treated as one
of the best way to measure customer satisfaction.

Apart from the above methods there is another very popular direct method which is
surprise market visit. By this, information regarding different segment of products and
services provided to the customers could be obtained in an efficient manner. It becomes easy
for the supplier to know the weak and strong aspects of products and services.

2. Indirect Method: The major drawback of direct methods is that it turns out to be
very costly and requires a lot of pre compiled preparations to implement. For getting
the valuable feedbacks the supplier totally depends on the customer due to which they

11
 looses options and chances to take corrective measure at correct time. Hence there are
other following indirect methods of getting feedback regarding customer satisfaction:

Customer Complaints: Customers complaints are the issues and problems reported by the
customer to supplier with regards to any specific product or related service. These complaints
can be classified under different segments according to the severity and department. If the
complaints under a particular segment go high in a specific period of time then the
performance of the organization is degrading in that specific area or segment. But if the
complaints diminish in a specific period of time then that means the organization is
performing well and customer satisfaction level is also higher.

Customer Loyalty: It is necessarily required for an organization to interact and communicate

with customers on a regular basis to increase customer loyalty. In these interactions and
communications it is required to learn and determine all individual customer needs and
respond accordingly. A customer is said to be loyal if he revisits supplier on regular basis for
purchases. These loyal customers are the satisfied ones and hence they are bounded with a
relationship with the supplier. Hence by obtaining the customer loyalty index, suppliers can
indirectly measure customer satisfaction.

CUSTOMER SATISFACTION MEASUREMENT

In the final phase of the project, research findings will be used to build a model of
customer satisfaction management for each customer segment. Ultimately, QIC will be able
to give its members an objective measurement of the industrys quality as perceived by the
customer. That overall index will also be able to use this information to determine which
areas of product and service performance efforts in an informed and efficient manner. For the
first time, the industry as a whole will have addressed customer-perceived value, as other
sectors of the U.S. economy have done.

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 CHAPTER-2
RESEARCH DESIGN

DEFINITION

Research design is the blue print of the proposed study it represents the overall
scheme of the study. A research design is a logical and systematic planning and it
helps in directing the research

TITLE OF THE STUDY

CUSTOMER SATISFACTION TOWDARS MYSORE SANDAL SOAP.

OBJECTIVE OF THE STUDY

To understand the level of satisfaction among the users of Mysore Sandal Soap
To understand the expectation of consumer with regard to the product
Methodology to increase the level of satisfaction among users
To identify the purchasing behavior of consumer
NEED OF THE STUDY

How the consumer rate the various attributes in Mysore sandal soap.

How effective was the company is marketing strategy in attracting the customers.

To know how the company has gained the goodwill in the society.

Take any company today, everybody is focusing on customer retention, customer loyalty,
long term customer relationship and most spoken is customer satisfaction. As they say the
best advertisement is a satisfied customer. To know the customer satisfaction towards Mysore
Sandal Soap is the need for the study.

SCOPE OF THE STUDY

The study is confined to KS & DL at Bangalore. The study aims in evaluating the
behaviors of the consumer towards the Mysore Sandal Soaps

The present study not only describes the behavior of the consumer but also provides
valuable suggestions regarding the Mysore sandal soaps for the enrichment of the company in
future.

Earlier when more number of government and public sectors were there, a secured
market was in place for Mysore Sandal Soap & its others Sandal Products. In the changed
13
scenario, company has to compete with many private players for market retention and
expansion.

RESEARCH METHODOLOGY

Descriptive type of research was followed and used questionnaire method which is
one of the systematic gatherings of information.

Survey method is used for collecting data Questionnaires were prepared for corporate
employees, working women, homemaker, businessmen and students approached them
personally.

SOURCE OF DATA

For research purpose primary data is utilized.

Primary data

It is collected directly through Mysore Sandal Soap questionnaires.

SAMPLING

Sampling universe
Mysore Sandal Soap users and other population.
Sampling size
Here sampling size has taken has 100

Setting: Bangalore

Duration of study: 60 days

Sampling technique: judgmental sampling

Data analysis procedure: SPSS

TOOLS FOR DATA

The tool used in conducting research is questionnaires. The questionnaire is framed

With closed ended questions.

LIMITATIONS OF THE STUDY

Since target population is spread all over the Bangalore and due to shortage of time
we are limiting our sample size to 100.

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 CHAPTER SCHEME

CHAPTER 1: INTRODUCTION

This chapter contains an introducing to the topic under study, which covers the sub-
topics like cost accounting, cost its classification.

CHAPTER 2: RESEARCH DESIGN

This describes how the actual study was conducted by covering the topics like title of
the study, objectives, statement of the problem, research methodology, sources of
data, hypothesis, limitations of the study, review of the previous study and finally
chapter scheme.

CHAPTER 3: COMPANY PROFILE

This gives an introduction to KS and DL, its expansion and growth. Its products,
objectives of the company and lastly KS and DL at a glance and its costing
department in detail.

CHAPTER 5: DATA ANALYSIS AND INTERPRETATION

CHAPTER 6: FINDINGS SUGGESTIONS AND CONCLUSIONS

BIBLIOGRAPHY ANNEXURE

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INDUSTRY PROFILE

Soap is one of the commodities which have become an indispensable part of the life of
modern 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 and energy problems increase in cost of raw material etc.

The changing technology and ever existing desire by the individual and the
organization to produce a better product at a more economical rate has also acted as catalyst
for the dynamic process of change.

More and more soap manufactures are trying to capture a commanding market share
by introducing new products. The soap industry in India faces a cut throat competition with
multinational companies dominate the market. They are also facing several threats from
dynamic and enterprising new entrance especially during 1991-92.Soap is produced by a
saponification or basic hydrolysis reaction of a fat or oil. Currently, sodium carbonate or
sodium hydroxide is used to neutralize the fatty acid and convert it to the salt.

BRIEF HISTORY OF SOAP INDUSTRY

Soap manufacturing was started in North America. Some American companies with well-
known names were started 200 years ago. During middle age soap was made at various
places in Italy, France, England and other countries. France became famous and many small
factories were established there.
If we look back into the history of soaps and detergents, mankind knew about soaps
nearly in 70 A.D. when Mr. Elder accidentally discovered the soap, when roasted meat over
flowed on the glow in ashes. This lump like product was soap and had foaming and cleansing
character.
In 1192 A.D. the first commercial batch of soaps was made and marketed by M/s Bristol
soap market in London, from there in 1662A.D. the first patent for making soap was taken in
London. The world consumption of soap in 1884A.D. was said to be 2lakh tones p.a.
Over the centuries different people made soap for different tasks. Bathing was just
one of the purposes. Some used soap for cleaning garments and other used it as a form of
makeup.
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 A French soap-boiling plant with the vessels for lye (far left) and the circular boiling
pans; engraving published in Paris, 1771.

GROWTH OF INDIAN INDUSTRY

The major players of Indian industry are HLL (Hindustan Lever Ltd.), PandG India
Ltd., Nirma Ltd, Godrej.
The soaps industry is a mature industry and growing at an average rate of around 5-6%
per annum, by volume and is expected to increase its rate of growth to around 7-8% in the
next couple of years.
Under soaps the industry falls into two segments: Laundry and Toilet soaps. But
there we will concentrate on the brands of toilet soaps as the laundry soaps are preserved for
the small scale industries apart from a few like OK and 50. For toilet soaps the growth rate
has been around 4-5% per annum, the average per capita consumption of toilet soaps is 470
Gms a year.

The Indian Soap Industry includes about 700

Size of the Industry companies with combined annual revenue of about
$17 billion.

Geographical distribution All the major metropolitan cities

17

Output per annum
Market capitalization
Indian per capita consumption of soap is at 460 gms
per annum
70% of India's population resides in the rural areas
and around 50% of the soaps are sold in the rural
markets.

` The Indian soap industry continued to flourish very well until 1967-68, but began to
stagnate and soon it started to recover and experienced a short upswing in 1974. This increase
in demand can be attributed due to.
Growth of population.
Income and consumption increase.
Increase in urbanization.
Growth in degree of personal hygiene.

Mainly Soap manufacture has 2 classifications,

Organized sectors.
Unorganized sectors.
Where KSDL comes under the organized sector.

PRESENT STATUS
India is the ideal market for cleaning products. Hindustan liver, which towers
over the cleaning business, sells in all over the cleaning business but the tiniest of Indian
settlements. The 7.4lakhs tons per annum soap market in India in crawling along at 4% .The
hope lies in raising Rupee worth, the potential for which is high because the Indian soap
market is pseudo in nature and it is amazingly complex being segmented not only on the basis
of price benefits, but even a range of emotions within that outlining framework.

PROBLEMS OF SOAP INDUSTRY

Soap industry faces some problems in case of raw materials. The major ingredients
are soap ash, linear alkyl, benzeneand sodium. Tripoli phosphate poses number of serious
problems in terms of availability. The demand supply gap for vegetable oil is 1.5 to 2 lakh
tons and is met through imports. In recent times, caustic soda and soap ashes in the cheaper
varieties of soaps are quite high.
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MARKET CAPITALIZATION
Today in the Indian economy the popular segments are 4/5ths of the entire soaps
market. The penetration level of toilet soaps is 88.6%. Indian per capita consumption of soap
is at 460 Gms per annum, while in Brazil it is at 1,100 grams per annum.
In India, available stores of soaps are five million retail stores, out of which, 3.75
million retail stores are in the rural areas. 70% of India's population resides in the rural areas
and around 50% of the soaps are sold in the rural markets.

SIZE OF THE INDUSTRY

The Indian Soap Industry includes about 700 companies with combined annual
revenue of about $17 billion. Major companies in this industry include divisions of PandG,
Unilever, and Dial.
The Indian Soap Industry is highly concentrated with the top 50 companies holding
almost 90% of the market. The market size of global soap and detergent market size was
estimated to be around 31M tones in 2004, which is estimated to grow to 33M tonnes in the
coming years. Toilet soaps account for more than 10% of the total market of soap and
detergents. In Asia, the countries like China and India are showing rapid growth in the toilet
soap section. Market share of body wash was estimated to be around 2% in 2004 and is
showing signs of healthy growth in these markets. Indias soap market is Rs 41.75 billion.
Indian Soap Industry volume is Rs 4,800-crore. For the purpose of gaining a competitive
edge, Indian companies are now relaunching their brands with value-additions to woo
consumers across India. For instance, Hindustan Lever Ltd (HLL) has recently launched a
host of toilet soap brands which include Lifebuoy, Lux, Breeze and Lirilwith value
additions. Also is in the process of rolling out Ayush ayurvedic soap. The aim is to meet the
evolving needs of customers.
One of the factors which affect the demand of soaps is the penetration, which the
products have in market. In case of soaps this has not been a major issue as the penetration in
the rural area is as high as 97% and that for urban area is around 99%. Thus approximately
the penetration is around 99% for overall India.

TOTAL CONTRIBUTION TO THE ECONOMY / SALES

In terms of market share for Indian Soap Industry the data indicates that HLL
had a market share of 64 % in the soap market, followed by Nirma at 16.8 % and Godrej at
19
4.4%. Nirmas market share was in the northern region was 21 %. The largest contributor to
the toilet soaps market in Indian market is Hindustan Lever with the total contribution to the
economy and
Enjoys almost a two-thirds share, with the second ranked Nirma Soaps placed at a distantly
low share of 16.8%. Lux and Lifebuoy have held the sway of the market for almost fifty
years.

EMPLOYMENT OPPORTUNITIES
In Indian Soap Industry the entry of new players in the 6,500-crore toilet soaps
industry is expected to bring about a new twist in the "Indian soap opera". ITC Ltd has
started investing in aggressive brand-building and product development projects to promote
its brands, Fiama De Wills, Vivel and Superia. Godrej Consumer Products Ltd and Wipro
Consumer Care Lighting are established players in the Industry which are beefing up their
research projects and advertising plans to take on new rivals.
With increasing competition, the Indian Soap Industry is expected to register a
healthy growth this fiscal. The sector registered a 15% value growth. GCPL is hiking its
advertising budget by 20% to gain high visibility for its brands.

20
 CHAPTER 3

COMPANY PROFILE

INTRODUCTION
Karnataka soaps and Detergents Limited (KSDL), a successor to the
government soap factory, which is one of the premier factories among the Indian soap
industries

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 and Sandalwood oil is in fact
known as LIQUID GOLD.

After World War1, there was a slump in the sandal wood export to the west. It
dropped a blanket of gloom over business and trading in India. The Maharaja of Mysore
turned this threat in to an opportunity, by sowing the budding seeds of KS and DL on the out
skirts of Kati forest, near Bangalore in 1918.The project took shape with the engineering skill
and expertise of a top-level team with the inspection of the Divan of Mysore Late Sir. M.
Visvesvaraya and with the service of scientists late Sir S.G. Shastry, Professor Watson and
Dr. Sub rough. The entire credit goes to Sir. S.G.Shastry, who improved and made the
process perfect of, Manufacturing of sandalwood oil and world famous Mysore Sandal Soap.

21
HISTORY OF KSDL

The factory was started a very small unit near K.R.Circle, Bangalore with the capacity
of 100 tons p.a in 1918. Then, the factory shifted its operations to Rajajinagar industrial area,
Bangalore in July 1957. The plant occupies an area of 42 acres on the Bangalore-Pune
Highway easily accessible by transport services and communication.

In November 1918, the Mysore Sandal Soap was put in to 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.

YEAR OF INCORPORATION

The company was incorporated in 1918 by The Maharaja of Mysore.

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: 080-3377691/3370469/23371103/04/05/0
Email : Mysoresandal @ vsnl.com

Website: www.mysoresandal.com
Year of Establishment
1918
Constitution Wholly owned by Govt. of Karnataka
Management Govt. of Karnataka nominates/appoints,
Board of Directors. Chairman and MD
Renamed 1980
Trademark The trademark is SHARABHA.
At Bangalore Soap Plant,
Detergent Plant,

22
 Fatty Acid Plant
At Mysore Sandal Wood Oil,
Agarbathies
At Shimoga Duty Paid Godown

RENAMING OF COMPANY

On Oct 1st 1980, the Government Soap Factory was renamed as Karnataka Soaps
and Detergents. The company was registered as a Public Limited company. Today the
company produces varieties of products in toilet Soaps, Detergents, Agarbathis and Talcum
powder. KSDL has been built up with rich tradition for the quality of its products. Mysore
Sandal Soap is the No: 1 anywhere in the world. The Karnataka state is the original home of
the Sandal oil, which uses Original perfume sandalwood in the manufacturing of Mysore
Sandal Soaps.

TRADEMARK OF MYSORE SANDAL SOAP

THE SHARABHA
The carving on the cover is the Sharabha, the trademark of KSDL. The Sharabha is
a mythological creation from the puranas and embodies the combined virtues of wisdom,
courage and strength, while it is illustrated in its unusual from the body of a lion with head of
an elephant.

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

company. The Sharabha symbolized power that removed imperfections and impurities. The
Maharaja of Mysore has his official emblem adopted it. And soon took its pride of place as

23
the symbol of the government Soap factory, of quality that reflects a standard of excellence of
Karnataka Soaps and Detergents Limited.

Nature of business
The company Karnataka soaps and detergents is a premiere soap manufacturing
company based in the state of Karnataka. Its nature of business is basically manufacturing of
toiletries including soaps, detergents, incense sticks, talcum powders and the like.
The company is in operation for almost hundred years with a wide range of product
portfolios that range from simple soaps to fragrance soaps and detergents. Its product range is
tailored to meet the needs of the customers from both the higher and lower income strata of
the society. The company believes in the philosophy of carrying on business not only with the
aim of making a profit but also serving the society by being socially responsible and the same
time engage in business that protects its culture.

MILESTONES OF THE COMPANY

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. Visvesvaraya for establishment of new
manufacturing facilities at Rajajinagar, Industrial Suburb, and Bangalore.

1957 Factory was shifted from Cubbon Park to the new premises...

1970 Production capacity was increased to 6000MTs/Annum, in a phase wise with

parallel modernization of various manufacturing equipments.

1974 Mysore Sales International Limited was appointed as the sole selling agent for
marketing its products.

24
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.

1992 Company has faced very stiff competition after liberalization in the Country
from different multi-National Companies. Company was registered with the
Board for Industries and financial reconstruction (BFR) New Delhi, as the
Company suffered heavy losses.

1999 Company was certified with ISO 9001:1994 Certification by BSI for its
effective implementation of Quality Management Systems.

2000 Company was certified with ISO 14001 Certification by BSI for its effective
implementation Environmental Management System.

2003 Company has wiped out entire carry forward losses of Rs.98.00 Crores and
come out from BIFR. Company has made profits continuously every year and
it is the only State Public Sector unit, which has come out of BIFR and making
continuous profits in the State

2004 The ISO certification was upgraded to ISO 9001:2000.

2005 a) Launched new herbal care soaps of 100 gms contain 19 herbs and

leaves extracted perfumes

b) Geographical indication registry

Mysore sandal soap

Mysore sandalwood oil

2007 ICWAI national award for excellence

2008 KSDL prime products, Mysore sandalwood soap and oil are accredited with
geographical indications as the intellectual property of India as per the
geographical indication of goods act 1999.

2008 Company has introduced Hand wash liquids under the 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

25
 wash, Dish wash and Automobile wash.

2009 Company has established In -House state of the Art manufacturing facilities for
manufacture and filling of Mysore Sandal Talcum powder and Mysore Sandal
Baby powder. Company has re introduced the Talcum powder variants with
new outlook of containers.

2010 The ISO certification was upgraded to ISO 9001:2008

2010 Won Karnataka Chief Ministers RATNA AWARD for profited

Government.

2011 The Research and Development department of the company is in the process
development THE MILLENIUM SOAP new products like super specialty,
body wash, liquid soap, room fresheners, body spray perfume and pure
sandalwood powder in small pouches.

2012 Indias Most Expensive Mysore Sandal Millennium Soap Launched on Jan 25
2012 priced at Rs 720 per piece of 150 gram.
2012 The Company reached highest sales turnover and Profit. Company is
onprogressive growth for the last 10 years by increasing its production and
sales volumes. The Company turnover has increased from the year 2003 to
Rs.262.00 Crores during the year 2011-12

2013 They reached highest turnover and profit (322 Crores in FY 2013) on 22August
National award for Excellence manufacturing cost. KSDL was the winner in
public manufacturing (medium organization) category

2014 The company reached highest sales turnover and profit during 2013-14 and is
on progressive growth for the last 12 years by increasing its production and
sales volume. The turnover during the year 2013-14 was Rs.353.00 Crores with
a net profit of Rs.32.83 crores

2015 Up gradation of soap technology and commissioning of new lines for

production planned

26
2016 The company has awarded Best export award

DESIGNATION ON
THE BOARD OF
SL.NO NAME OF THE DIRECTOR
KSDL

Smt. Veronica carnelio

1 Chairman of KSDL CHAIRMAN

Dr. Shamla Iqbal

2 IAS, Managing director, KSDL, Bangalore-55 Managing director

Dr. Chandrasekharan Professor and chairman, Dept. of

Organic chemistry, Indian institute of Science.
3 Director

Sri.G.S. Kariyappa I.F.S

4 Managing Director, KSHDC, Bangalore. Director

5 Sri. K.S.Saibaba IFS Director

Secretary to Government, Department of Forest, Ecology

and Environment.

6 Dr. Deepthi Aditya Khanade, I.A.S. Director

Dy. Secretary to govt, .Finance dept, Vidhansoudha,

Bangalore-560 001

7. Sri. Nilaya Mitash I.A.S Director

Security to Government commerce and Industries Dept.

Vikasa Soudha.

27
 8. Sri. G C Prakash I.A.S Director

MSIL Ltd MSIL House, Cunningham Road Bangalore

9. Smt J R Jaganmatha Director

Addl. Security to Government

KSDL HAS THE FOLLOWING DEPARTMENTS:

Human Resource Dept.
Production Dept.
Marketing Dept.
Finance Dept.
Materials and Stores Dept.
R and D Dept.
Quality Control Dept.
Environment and Safety Dept.
Welfare Dept.

STRUCTURE OF ORGANISATION

BASIS OF DEPARTMENTATION
KSDL is a manufacturing concern of moderately large size. We can see here functions
wise depart mentation. It facilitates effective utilization of manpower and resources and it is a
simple, economical and reasonable organization pattern.
LEVELS OF ORGANISATION
The organization of KSDL consists of 4 levels, they are
TOP LEVEL consisting of BODs and M.D
SECOND LEVEL consisting General Managers, Deputy General Managers,
Assistant General Managers and Managers.
THIRD LEVEL consisting of Assistant Managers and officers.
FOURTH LEVEL consisting of clerks, Assistants and Attendees.

28
 ORGANIZATION CHART

Chair person

Managing director

HRD Material STORES Marketing

Production and RandD PROJECT Finance
MAINTANCE and
DGM (HRD) DGM (MTLS)
QAD
GM Director (FIN)
DGM (MKTG)
GM
AGM (HRD) AGM (MTLS) DGM (FIN)
Sr,
AGM (MID) AGM AA
M (HRD) MGR (MTLS) AGM 2
AGM MGR (A/C)
2 (QAD/RandD
MGR (MID) (PRandPF)
( MGR )
AM (HRD) Officer Officer
(MTLS) MGRS AM
( AM (MID) AM
J.O. (MTLS) J.0
Officer
(HRD) Officer ASST. MGR Officer
AGM
(MID) Officer
J.O (HRD) (STORES)
J.O (MID) AGM J.O
MGR (STORES) MGR
J.O
SOD
AM (STORES) MGR (EXPORT) Officer

MGR
Officer (STORES) J.O
SOD

J.O MY
(STORES)

AGM (HYD) AGM (BLORE)

BM (K.K.BR) AGM (MUM)

AGM (DL.BR)
AGM (CHB)

MGRS
AMG (CHBR)

29
VISION STATEMENTS

Keeping pace with globalization, global trends and the states policy for using
technology in every aspect of governance.
Making available technology product and services at the most affordable price to the
people at large, in keeping with the policy of a welfare state.
Making all out efforts to achieve unimaginable profits.
Most importantly to earn the invaluable foreign exchange, both to the state and to the
country.

MISSION STATEMENT

To serve the National economy.

To promote purity and quality products
To maintain the Brand loyalty of its customers.
To build upon the reputation of Mysore sandal soap based on pure sandal oil.

QUALITY STATEMENTS:

KSDL commits to customer delight through Total Quality Management and

Continues improvement by involvement of all its employees.

ISO 14001 ENVIRONMENTAL POLICIES OF KSDL

Is committed to preserve the natural environment in the production of its quality
products to the satisfaction of its customer.
Would invite and implement action to reduce all impacts that are likely to be a source
of concern to the environment.

30
INFRASTRUCTURAL FACILITIES
Canteen facility
Library
Car stand
Waiting room
Rest rooms
Air conditions rooms
Good house keeping
Good security

AWARDS ACCREDITED TO KSDL

Export Award" for the year 2006-07 for Excellence in Exports Market.
National Award for Excellence in Cost Management and Good Performance for the
year 2008
Chief Ministers Rathna Award for the year 2009-2010.
They reached highest turnover and profit (322 Crores in FY 2013) on 22August
National award for Excellence manufacturing cost. KSDL was the winner in public
manufacturing (medium organization) category.

FUTURE GROWTH AND PROSPECTS

Introduction of anti-bacteria, herbal transparent soap, made out of 33 essential oil

based perfume, Aloe Vera, Vitamin-E etc. as additive and suitable for all types of skin
and all seasons.
Improvement in existing products Mysore Sandal classic improved moisturizers and
skin conditions.
Introduction of new higher powered detergent powder for institutional sales in bulk
packaging
.
To attain market leadership.
Introduction of new trade schemes to increase sales.
Aggressive advertisement and publicity as part of sales promotion

31
PRODUCT PROFILE

KSDL is the true inheritor of golden legacy of India. It is continuing the tradition
of excellence for over, using only the best East Indian grade Sandalwood oil and Sandalwood
soaps in the world.

The products from KSDL are divided into 5 categories.

Toilet soaps
Detergents
Agarbathies
Cosmetics
Sandal wood oil

PRODUCT MANUFACTURED BY KSDL

TOILET SOAPS
DETERGENTS

Mysore detergent powder 1000

Mysore detergent powder 500

Mysore detergent Cake 125

Mysore detergent cake 250

32
 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

100, 125
Soap

Mysore Jasmine Soap 100

Wave Soap 100

Mysore lavender Soap 150

Mysore Sandal bath tablet 150

Mysore Sandal classic bath

150
tablet

Mysore Jasmine bath tablet 150

Mysore Special Sandal tablet 150

Mysore Sandal rose tablet 150

Sandal Guest tablet 17

AGARBATHIES

33
 AGARBATHIES

NAME OF THE PRODUCT GRMS / NO OF STICKS

Mysore Sandal Premium 20 Sticks

Mysore Sandal Regular 20 Sticks

Mysore Rose 20 sticks

Nagachampa 20 and 40 sticks

Suprabhatha 20 and 40 sticks

Mysore Jasmine 35 gm pack

Parijata 70 gm pack

Sir M.V.100 100gm pack

Bodhisattva 100 gm pack

Venkateshwara 100 gm pack

Durga 100 gm pack

Ayyappa 100 gm pack

Alif Laila 50 gm pack

34
SWOT ANALYSIS OF KSDL

STRENGTHS
Only soap in India that contains pure sandal and almond oil.
Certified by ISO
Worlds 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.
High oriented cost due to excessive labour force.

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 competitors 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

CLASSFICATION OF EMPLOYEES AT KSDL

Permanent Employee: One who has been engaged for work on a

35
 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.

36
 CHAPTER 5
DATA ANALYSIS AND INTERPRETATION
Table No.: 5.1
For how long have you been using Mysore sandal soap?

Frequency Percent

from few months 27 27.6

from a year now 27 27.6

more than two years 44 44.9

Total 98 100.0

Source: primary data

5.1 Graph showing how long the respondents have been using Mysore sandal
soap

Analysis and interpretation

The above table and graph shows the 44% of the respondent are using Mysore sandal
soap for more than 2 years.

37
 Table No.:5.12
Do you keep changing soap brands?

Frequency Percent

very often 12 12.2

sometimes 38 38.8

rarely 24 24.5

never 24 24.5

Total 98 100.0

5.12 Graph showing does respondent keep changing soap brands

Analysis and interpretation

The above table and graph shows the 38% of the respondent sometimes changes their
soap brands.

38
Table No: 5.13

How frequently do you buy soaps?

Frequency Percent

once in 15 days 19 19.4

once a month 53 54.1

once in 2 months 21 21.4

not on a regular basis 5 5.1

Total 98 100.0

Source: primary data

5.13 Graph showing respondents frequency in buying soaps

Analysis and interpretation:

The above table and graph shows that 37% of the respondents weekly buy Mysore
sandal soap and few respondents buy it weekly and monthly.

39
 Table No: 5.14

What category of soaps do respondents prefer?

Frequency Percent

beauty 42 42.9

ayurvedic 30 30.6

refreshing 17 17.3

medicated 9 9.2

Total 98 100.0

Source: primary data

5.14 Graph showing respondents preference towards category of soaps

Analysis and interpretation:

The above table and graph shows that 42% of the respondents prefers beauty soaps
while purchasing

40
Table No: 5.15
How did you get to know about Mysore sandal soap?

Frequency Percent

family 50 51.0

friends 30 30.6

advertisements 16 16.3

others 2 2.0

Total 98 100.0

Source: primary data

5.15 Graph showing how respondents are aware of Mysore sandal soap

Analysis and interpretation:

The above table and graph shows that 50% of the respondents got to know by their
family members.

41
Table No: 5.16
Which category in Mysore sandal do you prefer the most?

Frequency Percent

gold 37 37.8

premium 43 43.9

millenium 18 18.4

Total 98 100.0

Source: primary data

5.16 Graph showing respondents prefer most in Mysore sandal soaps brand

Analysis and interpretation:

The above table and graph shows that 43% of the respondents uses premium soaps in
Mysore sandal soaps

42
Table No: 5.17
Where do you normally buy soaps?

Frequency Percent

V
kirana stores 16 16.3
asuper market 57 58.2
lcompany outlets 17 17.3
i
medical outlets 7 7.1
d
Total 98 100.0

Source: primary data

5.17 Graph showing how respondents buy soap from different stores

Analysis and interpretation:

The above table and graph shows that 57% of the respondents purchases Mysore
sandal soap in supermarkets.

43
Table No: 5.18
The factors/parameters that Respondents looked at soaps while purchasing
QUALITY

Frequency Percent

very low 2 2.0

average 10 10.2

high 28 28.6

very high 58 59.2

Total 98 100.0

Source: primary data

5.18 Graph showing how respondents rate the quality of soap

Analysis and interpretation:

The above table and graph shows that 58% of the respondents look into very high
quality of soap
44
Table No: 5.19
PRICE

Frequency Percent

Low 3 3.1

average 16 16.3

High 56 57.1

very high 23 23.5

Source: primary data
Total 98 100.0
5.19 Graph showing how respondents rate the price of soap

Analysis and interpretation:

The above table and graph shows that 56% of the respondents says its high priced
soaps

45
Table No: 5.20
FRAGRANCE

Frequency Percent

very low 1 1.0

Low 2 2.0

Average 16 16.3

High 24 24.5

very high 55 56.1

Total 98 100.0

Source: primary data

5.20 Graph showing how respondents rate the fragrance of soaps

Analysis and interpretation:

The above table and graph shows that 55% of the respondents says its has high
fragrance soaps

46
Table No: 5.21
PAKAGE

Frequency Percent

very low 2 2.0

Low 10 10.2

Average 40 40.8

High 28 28.6

very high 18 18.4

Total 98 100.0

Source: primary data

5.21 Graph showing how respondents rate the package of soaps.

Analysis and interpretation:

The above table and graph shows that 40% of the respondents says it has average
packaging in soaps

47
 Table No: 5.21
QUANTITY
Frequency Percent

very low 7 7.1

Low 6 6.1

Average 19 19.4

High 39 39.8

very high 27 27.6

Total 98 100.0

Source: primary data

5.21 Graph showing how respondents feel about quantity standards of soaps

Analysis and interpretation:

The above table and graph shows that 39% of the respondents are agreeing that soaps
maintain good quantity.

48
Table No: 5.22
The factors/parameters that Respondents looked at soaps while purchasing

QUALITY

Frequency Percent

highly satisfied 73 74.5

Satisfied 14 14.3

neither satisfied nor

8 8.2
dissatisfied

Dissatisfied 2 2.0

highly dissatisfied 1 1.0

Total 98 100.0

Source: primary data

5.22 Graph showing how respondents rate the quality of Mysore sandal soaps

Analysis and interpretation:

The above table and graph shows that 73% of the respondents say they are highly
satisfied with quality of Mysore sandal soaps.

49
Table No: 5.23
QUANTITY

Frequency Percent

highly satisfied 32 32.7

Satisfied 51 52.0

neither satisfied/dissatisfied 11 11.2

Dissatisfied 2 2.0

highly dissatisfied 2 2.0

Total 98 100.0

Source: primary data

5.24 Graph showing how respondents rate the quantity of Mysore sandal soaps

Analysis and interpretation:

The above table and graph shows that 51% of the respondents say they are satisfied
with quantity of Mysore sandal soaps.

50
 Table No: 5.25
PRICE

Frequency Percent

highly satisfied 46 46.9

Satisfied 21 21.4

neither satisfied/dissatisfied 26 26.5

Dissatisfied 2 2.0

highly dissatisfied 3 3.1

Total 98 100.0

Source: primary data

5.25 Graph showing how respondents rate the price of Mysore sandal soaps

Analysis and interpretation:

The above table and graph shows that 46% of the respondents say they are highly
satisfied with price of Mysore sandal soaps.

51
Table No: 5.26
FRAGRANCE

Frequency Percent

highly satisfied 68 69.4

Satisfied 20 20.4

neither satisfied/dissatisfied 9 9.2

highly dissatisfied 1 1.0

Total 98 100.0

Source: primary data

5.26 Graph showing how respondents rate the fragrance of Mysore sandal soaps

Analysis and interpretation:

The above table and graph shows that 68% of the respondents say they are highly
satisfied with fragrance of Mysore sandal soaps.

52
Table No: 5.27
AVAILABILITY

Frequency Percent

highly satisfied 37 37.8

Satisfied 39 39.8

neither satisfied/dissatisfied 19 19.4

Dissatisfied 3 3.1

Total 98 100.0
Source: primary data

5.27 Graph showing how respondents rate the availability of Mysore sandal
soaps

Analysis and interpretation:

The above table and graph shows that 39% of the respondents say they are satisfied
with availability of Mysore sandal soaps.
53
Table No: 5.28
DURABILITY

Frequency Percent

highly satisfied 35 35.7

Satisfied 31 31.6

neither satisfied/dissatisfied 20 20.4

Dissatisfied 9 9.2

highly dissatisfied 3 3.1

Total 98 100.0

Source: primary data

5.28 Graph showing how respondents rate the durability of Mysore sandal soaps

Analysis and interpretation:

The above table and graph shows that 35% of the respondents say they are highly
satisfied with durability of Mysore sandal soaps.

54
Table No: 5.29
AGE:

Frequency Percent

10-20 9 9.2

20-30 32 32.7

30-40 39 39.8

40 and above 18 18.4

Total 98 100.0

Source: primary data

5.27 Graph showing the number age group of the respondents that were choose
for the research

55
 Table No: 5.30
GENDER:

`
Frequency Percent

Male 45 45.9

female 53 54.1

Total 98 100.0

5.28 Graph showing the number of Males and Females that were chosen as
respondents for this research.

56
 Table No: 5.31
Occupation:

Frequency Percent

student 26 26.5

employee 44 44.9

professional 18 18.4

self employed 10 10.2

Total 98 100.0

5.31 Graph showing the occupation of respondents

57
 Table No: 5.32
Family Size:

Frequency Percent

Valid 1-2 16 16.3

3-4 62 63.3

5-6 17 17.3

>6 3 3.1

Total 98 100.0

5.32 Graph showing the Family size of respondents

58
Table No: 5.33
Total family income:

Frequency Percent

1lakh-5lakh 32 32.7

5lakh-10lakh 54 55.1

>10lakhs 12 12.2

Total 98 100.0

5.33 Graph showing the Family Income

59
SUMMARY OF FINDINGS

Majority of the respondents are aware about Mysore sandal products.

Maximum % of the respondents says that Mysore sandal soap is very good
Majority of the respondents say that they buy the Mysore sandal soap because of
quality
Majority of the respondents look for brand while purchasing a product
Most of the respondents said that they have used Mysore Sandal products before.
Maximum % of the respondents is using Mysore sandal soap from years.
And the price of the Mysore sandal soap is equally reasonable and comparatively low
Majority of the respondents use Mysore sandal soaps
Maximum % of the respondents says that they like the fragrance of the soap
Majority of the people like the soap and would introduce the soap to their friends and
relatives.
The respondents are satisfied from the Quality, Fragrance, Price, and Package of
Mysore Sandal Soap

60
 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.

Most of the consumers belong to the age group of 20 - 30, so there is a need to
concentrate on the other customers who belong to other age group.

61
RECOMMENDATION:

There is a need of improvement in advertisement.

The customers were not aware of new products other than the soap and wanted to
know about it.
The need for prominent brand ambassador was felt through the data collection
process.
The respondents felt that there were hardly any new product launches.
The company should maintain the same quality / standard for Mysore sandal soap.
The company should open many more company outlets in many non-ventured areas.
Company should try to expend its market and increase its market share by innovative
promotional methods

62
CONCLUSION

Karnataka soaps and detergents ltd deserves to become a market leader.

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 with existing customers
with less intention for expansion.
Its commitment to quality, technology, and service are resulting in loyal customer
base. The mixing of product, price, place, and promotion must be made in such a way
to attract the potential customers.
It needs to integrate its promotional activity and distribution system in an effective
manner to gain competitive advantage and also increase the different types of soap
product experiment.
It needs to spend more money for advertisement and use different strategy to attract
customer.

63
 BIBLOGRAPHY
www.mysoresandal.co.in/
www.mysoresandal/aboutus.php

64