Bproject KSDL

CUSTOMER SATISFACTION TOWARDS KS& DL
BANGALORE INSTITUTE OF INTERNATIONAL MANAGEMENT Page 1



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 feelings of pleasure
or disappointment resulting from comparing a products perceived performance in relation to
his or her expectations.
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 high satisfaction because customers who are just
satisfied still find it easy to switch when a better offer comes along. Those who are highly
satisfied are much less ready to switch. High satisfaction or delight creates an emotional bond
with the brand, not just a rational preference. The result is high customer loyalty. Xeroxs
senior management believes that a very satisfied or delighted customer is worth 10 times as
much to the company as a satisfied customer. A very satisfied customer is likely to stay with
Xerox many more years and buy more than a satisfied customer will.
How do buyers form their expectations? From past buying experience, friends and
associates advice and marketers and competitors information and promises.

If marketers raise expectations too 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, an 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.)
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 customers 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 honoured 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 sale is 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 4000
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 customers loyalty, companies need to create a branded customer experience heres
how Canadian pacific hotels, a chain with 27 properties, 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.-
marshal field.
The attitude of the professional 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
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 customers will not vocalize their dissatisfaction, buy
instead take their business elsewhere.
Theres another quote thats even more important to salespeople and companies
immediately upon making a sale
The sale begins when the customer saysyes
In the old days, it used to be, the sale begins when the customers saysNO but thats a
totally inappropriate attitude to embrace in todays customer-driven business environment.


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, user error and buyers remorse.
Selective perception is the process in which a person sees only selected details form the
entire picture. This attention to detail is sometimes petty. For example, a customer may have
new copying machine that words like a charm, but he is irritated by the sound of the motor.
He focuses only on what is wrong rather than what is tight.
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 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 venoms
one small part for the total picture.
Many sales involve the installation of a new system or piece of equipment, and the buyer of
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% of what they hear after two days. This can
cause user error. Which will significantly affect the outcome of your test and may prevent
your client form reaching his success criteria.
Often a client will be unhappy about a purchase and not realize that it is due to improper
operation. The 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 regret that a buyers 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 products 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 to assuage these fears by assuring the client that his
investment is wise and sound. Reiterate some of the selling points that convinces him to buy
it originally, present data, and put him at ease.



HANDLING CUSTOMER SATISFACTION
Whether your customers complaint is legitimate or not, follow it up with a service call.
Whenever possible, do it personally instead of sending someone from the customer service
department. It provides the personal service that your customer appreciates and it may
obviate the 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 sounds. Some customers read the riot act
when they call about a complain. 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 mistakes and have
problems with their products. You may want to restate the customers complaint to show that
you are listening an understanding of the problem.
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 calm down by
saying, I can understand why feel the way you do.
Actively listen to your customers complaint
Talking will make him feel less anxious about it. Let your customer vent his feelings
before you react ot the situation. Be sympathetic and encourage the customer to blow up
afterward, hell feel better; this means hell be in a better frame of mind.
Dont pass the buck to your company or someone else within it.
This may take the blame off you, but it undermines the integrity and organization of the
company, and your customer will lose confidence in your firm.



MAINTAINING CUSTOMER SATISFACTION
The philosophy behind maintaining your customers 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 customers, 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 gift to enhance the use of your product.
See how they are utilizing your product or service and suggest other way that they can
benefit from it. They may not be realizing its full potential.
4. Offers customer discounts on new products or services to encourage additional
business.
5. When new employees are hired, offer to train them free of charge in the use of
your product
6. Repay or compensate the for cost time or money caused by problems
encountered with your product.
7. Be personal
Record details about your clients life and enter in your file. Its so much nicer to
say to someone, how is Bob? rather than, hows your husband?
8. Tell the truth.
9. Accept returns without bating 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
11. show your appreciation for their referrals by reporting back to them outcome.


12. If your company has a newsletter, obtain permission from your successful clients
to write about them in it.
Naturally, you would send them a copy.
13. keep track of their results with your product and meet periodically to review the
entire picture (their business, industry, trends, competition, etc.)
14. keep the lines of communication forever open.
As in any relationship, you must be able to exchange grievances, ideas praises, losses,
and victories.
What al 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, service and more service. Be
there for your customers 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. END
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 serve as a benchmark on the state of quality for the P/C
industry. Members will also be able to use this information to determine which areas of
product and service performance have the greatest impact on overall quality, and will be able
to target improvement 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.
Voice of the system preliminary research resu
Surveys and in-depth interviews with industry leaders revealed funeral agreement that the
market is in a tumultuous state, with pricing very soft for all but the most catastrophic
coverage As revenue thins, expense concerns rise. Leaders cite inefficiencies in technology
and product delivery both within and across firms. Coupled with this internal change,
customer demands and expectations for value and service continue to evolve. The senior
managers expressed genuine concern for customer-perceived quality and value, as well as the
need to better understand and measure it



CUSTOMER SATISFACTION IN 7 STEPS
Its a well-known fact that no business can exist without customers. In the business of
website design, its important to work closely with your customers to make sure the site or
system you create for them is as close to their requirements as you can manage. Because its
critical that you form a close working relationship with your client, customer service is of
vital importance. What follows are a selection of tips that will make your clients feel valued,
wanted and loved.
1.Encourage face to face dealings
This is the most daunting and downright scary part of interacting with a customer. It youre
not used to this sort of thing it can be pretty nerve-wracking experience. Rest assured, though,
it does get easier over time. Its important to meet your customers face to face at least once or
even twice during the course of a project.
My experience has shown that a client finds it easier to relate to and work with someone
theyve actually met in person, rather than a voice on the phone or someone typing into an
email or messenger program.
When you do meet them, be calm confident and above all, take time to ask them what
they need. I believe that if a potential client spends over half the meeting doing the talking
youre well on your way to a sale.

2. Respond to messages promptly & keep your clients informed
This goes without saying really. We all know how annoying it is to wait days for a response
to an email or phone call. It might not always be practical to deal with all customers queries
within the space of a few hours, but at least email or call them back and let them know
youve received their message and youll contact them about it as soon as possible. Even if
youre not able to solve a problem right away, let the customer know youre working on it.
A good example of this is my web host. Theyve had some trouble with server hardware
which has caused a fair bit of downtime lately. At every step along the way I was emailed
and told exactly what was going on, why things were going wrong, and how along it would
be before they were working again. They also apologies repeatedly, which was nice. Now if
they server had just gone down with no explanation I think Id have been pretty annoyed and
may have moved my business elsewhere, but because they took time to keep me informed, ti
didnt seem so bad, and I at least knew they were doing something about the problems. That
to me is a prime example of customer service.



3. Be friendly and approachable
A fellow site pointer once told me that you can hear a smile through the phone. This is very
true. Its very important to be friendly, courteous and to make your clients feel like youre
their friend and youre there to help them out.
There will be times then you want to beat your clients over the head repeatedly with a blunt
object- it happens to all of us. Its vital that you keep a clear head, respond to your clients
wishes to best you can, and at all times remain polite and courteous.
4. have a clearly defined customer service policy
This may not be too important when youre just starting out, but a clearly customer service
policy is going to save you a lot of time and effort In the long run. If a customer has a
problem, what should they do? If the first option doesnt work, then what? Should they
contact different people for billing and technical enquiries? If theyre not satisfied with any
aspect of your customer service, whom should they tell?
Theres nothing more annoying for a client than being passed from person to person, or not
knowing who to turn to. Making sure they know exactly want to do at each stage of their
enquiry should be of utmost importance so make sure your customer service policy is present
on your siteand anywhere else it may be useful.
5. attention to detail(also known as the little niceties
Have you ever received a happy birthday email or card from a company you were a client
of? Have you ever had a personalized sigh-up confirmation email for a service that you could
tell was typed from scratch? These little niceties can be time consuming and arent always
cost effective, but remember to do them.
Even if its as small as sending a happy holidays email to all your customers its
something. It shows you care; it shows there are real people on the other end of that screen or
telephone; and most importantly, it makes the customer feel welcomed, wanted and valued.
6. Anticipate your clients needs & go out of your way to help them out
Sometimes this is easier said than done! However, achieving this supreme level of
understanding with your clients will do wonders for your working relationship.
Take this as an example: youre working on t front-end for your clients exciting new e-
commerce endeavour. You have all the images, originals and files backed up on your desktop
computer and the site is going rally well during a meeting with your client he/she happens to
mention a hard-copy brochure their internal marketing people are developing are developing.
As if by magic, a couple of weeks later a CD-ROM arrives on their doorstep complete with
high resolution versions of all images youve used on the site. A not accompanies it, which
reads: hi, you mentioned a hard-copy brochure you were working on and I wanted to


provide you with large- scale copies of the graphics Ive used on the site hopefully youll be
able to make use of some in your brochure.
Your client Is heartily impressed, and remarks to his colleagues and friends how very helpful
and considerate his web designers are. Meanwhile, in your office, you lay back in your chair
drinking your 7
th
cup of coffee that morning, sage in the knowledge this happy customer will
send several referrals your way
7. honour your promises
Its possible this is the most Important point in this article. Th simple message; when you
promise something, deliver. The most common example here is project delivery dates.
Clients dont like to be disappointed. Sometimes, something may not get done, or you might
miss a deadline through no fault of your own. Projects can be late, technology can fail and
sub-contractors dont always deliver on time. In this case a quick apology and assurance itll
be ready ASAP wouldnt go amiss.
Customers service, like any aspect of business, is a practiced art that takes time and effort to
master.
All you need to do to achieve this is to stop and switch roles with the customer. What would
you want from your business if you were the client? How would you want to be treated?
Treat your customers like your friends and theyll always come back.





RESEARCH DESIGN
NEED, OBJECTIVES, SCOPE AND LIMITATIONS OF THE STUDY
NEED OF THE STUDY
Take any company today, everybody is focusing of customer retention, customer loyalty,
long term customer relationship & most spoken is customer satisfaction. As they say the best
advertisement is a satisfied customer. To know the customer satisfaction towards Mysore
sandal soaps is the need for the study.
OBJECTIVES OF THE STUDY
To identity factors of customer satisfaction towards Mysore sandal soap & its
other products
To know the consumer expectation towards the Mysore sandal soap products
To know the level of consumer satisfaction
To identity the methodology to increase the satisfaction level among the
consumers.
To identify the problems which are contributing towards dissatisfaction of the
customers
To identity solutions for the above problem.
SCOPE OF THE STUDY
Earlier when more number of government and public sectors were there, a secured market
was in place of Mysore sandal soap & its other sandal products. In the changed scenario,
company has to complete with many private players for market retention and expansion.
LIMITATIONS OF THE STUDY

The sample size is small compare to the population.
Not applicable to entire soap & products customers at macro level.
The findings may not be accurate due to the limited time frame.
The study is limited in Bangalore city only. Customers outside Bangalore are not
taken into account. There is a perception research people may have opinion bias.



STATEMENT OF THE PROBLEM
Now-a-days soap industry is facing so much competition in the market. The market is
flooded with Indian and multinational company and all the products of the companies are
having good quality. So we do not have clear idea. What customers want about the various
Mysore sandal products and also we cannot predict the future demand of the customers
towards the product. We are not aware of the attitudes of the consumers towards the various
soap industries and particularly towards Mysore sandal soap (KS &DL) and we also are
unaware about how customers are getting satisfied from MSS (KS & DL).

METHODOLOGY
As the study is aimed to know about the customer satisfaction towards MYSORE
SANDAL SOAP the consumers are main force of the study. The survey has been
conducted to collect the information the consumers.
TYPES OF RESEARCH
A project research may be of the three based on the objectives:
EXPLORATORY
Its objective is to gather preliminary information that will help to define the problem and
suggest hypothesis.
DESCRIPTIVE
It involves talking to the customers In Bangalore city to get the information after gaining
their cooperation.
CASUAL
The objectives are to check the hypothesis about cause and effective relationship. The
project under the study to find out the consumer perception towards Nandine milk and milk
product in Bangalore. In this projects the researcher is adopted exploratory method research.
DEVELOPING RESEARCH PLAN
The research plan was completed within the given time period. Hence, it was effective. It
yielded the intended results in a comprehensive manner.
The methodology outlines sources of existing data and specific research approaches,
contract methods, sampling plans and instruments that are used together new data.
DEVELOPING RESEARCH PLAN


ANALYSIS OF DATA
Pie chart, bar chart
Percentage analysis

Research project Descriptive
Data Source Primary data, Secondary data
Research Approach Survey method
Research Instrument Questionnaire
Sample Plan Sampling unit-Customers of Bangalore city
Sample size 100




INDUSTRIAL AND COMPANY PROFILE
HISTORY OF THE INDUSTRY
The early days of civilization shows us that mankind was aware of the importance of
cleanliness and hygienic. The great bath of Indus valley civilization is testimony for this. The
Roam were known to be considerable users for the soaps. During the period Roman
enterprise Stale Wine was collected as a source of ammonium carbonate for cleaning
purpose. The mankind knew about soap 2000 years back i.e.in 70 A.D when Mr. Piling and
leader accidently discovered soap when roasted meal overflowed on ashes.It was in 1831 A.D
was said to be 2 lakhs tones p a ,and it was in this year Mr.W.H Lever entered the field of
soap by making in a big way.
Soap is a lamp like product, had foaming and cleaning character. Soap is a product
that many people might take for granted or consider rather than ordinary, but for some,
lathering up can be treasured part of morning or nightly routing. Scented or unscented ,in
bars, gets and liquids, soap is a part of our daily lives. Since then in 1972 A.D at first
commercial batch of soap was made and marketed by M.S Bristol soap was then taken to
London.
Lance Household penetration of soap is 98% people belonging to different income levels use
different brands, which fall under different segments, but all income levels use soaps, making
it the second largest category in India and detergents being number one. Rural demand is
growing at an increasing rate compare to urban because rural consumers in India constitute
about 60-70% of the population.
Development in manufacturing of soap.
The credit of making soap affordable to common man goes to Nicolas LeBlanc ,a French
scientist. The early settlers in North American made their own soap by pouring hot water
over wood ash to make an alkali called Potash. The Potash was boiled with animal fats in
large. Iron kettles to make soap. But it was crude to look at and it had our. It was in this
century development in soap making led to the making of soaps with frangance,mildness and
colour.
Mr.Twitched developed a process called Fat splitting in the year 1890 A.D.In 1899
again it was Mr.Twitched who took out an American plant claiming manufacturing of sodium
salt of petroleum sulphonates.In 1930 Mr.Reychler,a Belgium scientist produced for the first
time sodium Cheryl sulphated which had similar properties to that of soap. Soap cannot be in
acid solution and its forms precipitate with the calcium and magnesium in hard water. Hence,
although soap is good all round detergent. During the middle ages soaps were made in
various countries such as Italy, France, Spain and England etc.



Soap Industry in India:
Northwest soap company established the first soap industry in 1897 at Meerut.
Following the Swedish movement in 1905 onwards few more factories movement in
1905 onwards few more factories were setup.
Soap industries in India began with MIS Godrej, setting up their manufacturing unit
during 1918 at Mumbai and MIS Government soap factory in Bangalore. During the
year 1930,MIS TATA oil mills company . Setup Hindustan Lever Limited setup their
manufacturing unit at Mumbai and Calcutta. The industry continued to flourish very
well unit 1967-1968, when the industry stagnated due to informal price control. The
industry soon recovered and experienced a sharp up swing during 1974.
Before there World War I, Soap requirement of India was met by imports from the
west, especially from United Kingdom. The big companies like lever Brother introduced
soap and the use become more common even in villages. The soap supplied was of
good quality and low price.
Second world war give stimulates to indigenous soap industry, by 1994, the capacity
established was 1,26,000 tons and actual output was 1,16,000 tons. By 1957 the
capacity went up to 2.53 lakhs tons. Today the production the production capacity is
around 6 lakhs tons (Toilet soap market estimated to 5.4 lakhs tons).
In India, the per capita consumption of soap is 500 Gm compared to 1200 Gm in
countries like Brazil. In case of detergents the per capita consumption is 1,60 kg in
India compared to 15,5 kg in urban Europe and 18.5 kg in Australia.
In the organized sector, 88 units are manufacturing soaps with an installed capacity
of 705 963(46 units only) tons per year production of soap in their sector was of the
order of 3,53,232 tons during 1994-95 and 3,88,087 tons during 1995-96. There are 33
units in the organized sector for manufacturing of detergents with an installed capacity
of 5,09,020(22 units only) tons per annum.
History
Until 1916, Karnataka, then the princely state of Mysore , was exporting sandalwood to
France and other European countries for the extraction of oil. However, during World
War I when huge stocks of wood piled up in the state, an oil-extraction unit in
Mysore and another one at Shivmooga was set up . Since then, Mysore became
synonymous with sandalwood oil.
Legends
A popular saying is that no other tree can grow where the sandalwood does. The
reason for the belief could be the fact that the root of the tree is supposed to suck in
all the required nutrients needed for its growth from the nearby trees. Another belief


says that the smell of the wood is so intoxicating that snakes are said to wrap
themselves around the tree.
Uses
The inner wood or heartwood is used for carving and the bark when powered is an
important raw material in the manufacture of Agarbathis. For the extraction of oil, used
by the cosmetic and soap industry, the tree has to be uprooted, for it is the roots that
have the highest percentage of oil.
Even spent wood after oil extraction is an important raw material in agarbathi
manufacture. Sandalwood scrapings are powdered and sold in pouches . The powder
makes an excellent face and skin pack. A Hindu home usually has a billet of the
wood that is rubbed on a stone plate sprinkled with water and the resulting paste is
applied to the foreheads of idols during puja.
An ancient Indian remedy for prevention of sunstroke is a glass of cold milk
scented with a drop of sandalwood oil. This drink is also supposed to prevent boils
and other skin ailments caused, according to the Indian school of medicine, by
excessive heat in the body.





INTRODUCTION TO SOAP INDUSTRY:
Soap is one of the commodities, which has become an indispensable part of life of the
modern fantasy world. Since it is non-durable consumer goods, there is a large market for it.
The whole soap industry is experiencing changes due to innumerable reasons such as
Government relations, environment, toxicological allergy problems, increase in cost of raw
material etc.
Following Swedish movement in 1905, few factories were set up and they were:
Mysore Government Soap factory at Bangalore.
Godrej Soaps at Bombay.
The changing technology and even existing desire by the individuals and the organization
to produce a better product at a mere economical rate has also acted as Catalyst for the
dynamic process of change. More and more Soap manufactures are trying to capture a
commanding market share by introducing and maintaining acceptable products. The soap
industry in India faces a cutthroat competition, while multinational companies dominate the
market.
If we look back into the history of soaps & detergents, mankind knew about soaps nearly
2000 years back i.e. 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 & had
foaming & cleansing character. In 1192 A.D. the first commercial batch of soaps was made &
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.
THE INDIAN SOAP INDUSTRY SCENARIO:
The Indian soap industry has been dominated by handful of companies such as
1. Hindustan Levers Limited.
2. Tata Oil Mills (Taken over by HLL)
3. Godrej Soaps Private Limited.
4. Recent entrants include Colgate Palmolive Limited.,


- Proctor and Gamble Limited.,
- Nirma Soap Works,
- Wipro Limited.,
The Indian soaps industry continued to flourish very well until 1967-68, but began to
stagnate. Soon it started to recover and experienced a short upswing in 1974. This increase in
demand can be attributed to:
1. Growth of population
2. Income and consumption increase.
3. Increase in urbanization
4. Growth in degree of personal hygiene
Soap manufacturers are classified as Organized and Unorganized sector. KSDL is under
organized sector.
PRESENT STATUS:
Market Scenario:
India is the ideal market for cleansing products. The countrys per capita consumption of
detergent powders and bars stands at 1.6kg and soap at 543gms. Hindustan Lever, which
heralds over the cleaning business, sells in all 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 & 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 SOAPS AND DETERGENTS INDUSTRY:
Industry faces some problems due to increase in the cost of raw materials. The major
ingredients like soda ash, linear alkyl benzene and Sodium triply phosphate poses number of
serious problems in terms of availability. The demand and supply gap of vegetables oil is 1.5
to 2 lakhs tons and is met through imports.
FUTURE OF SOAP INDUSTRY
The soap prospect seems to be numerous considering the fact that per capital consumption in
India is below 0.3 Kgs over the years. We have M/s HLL, M/s Tom co, M/s KS&DL leading
the industry in the field of soap manufacturers. The growth of population, income and
consumption expenditure increase in urbanization, spread of education, modernization are
soap of the reasons that has increased the demand for soaps.
MARKET FOR SOAP PRODUCTS
The market for soap products in reckoned to grow at 10% to 15% a year while multi-national
companies like HLL, PIG dominate the market particularly in the premium segment. In the
organized sector, Nirma, Godrej, Colgate, Palmolive too are in the race. The toilet soap
market is about 4 lakes tones of the premium segment accounts for about 6000 tones. The
market for products has the same distinct features. It has a few dominant players with close
differentials in the price of soaps in various segments. The wide range of brands in various
segments and their prices trend in recent year shows that market is marked by consumer
performance, which trends to be volatile. The Indian housewife has become choosier. The
end result is high volumes and low cost if the margins are to be maintained.
HISTORY:
India is a rich land of forest, ivory, silk, sandal; precious gems are magical charms of
centuries. The most enchanting perfumes of the world got their exotic spell with a twist of
sandal. The worlds richest sandalwood resource is from one isolated stretch of forests land in
South India that is Karnataka.


The origin of sandalwood and its oil in Karnataka, which is used in making of Mysore
sandal soaps, is well known as Fragrant Ambassador of India and Sandalwood oil is in fact
known as Liquid Gold.
By the inspiration of His Highness Maharaja of Mysore late Jayachamarajendra Wodeyar,
the trading of sandalwood logs started which was exported to Europe and New destinations,
but with commencement of First world War India faced Severe Crisis on the business of
sandalwood.
This situation gave rise to start of an industry, which produces value added products i.e.,
of sandalwood oil. His highness Maharaja of Mysore created this situation as an opportunity
by sowing the seed of the Government Sandalwood oil Factory, which is the present KS&DL.
The project was shaped with the engineering skills and expertise of the top level. Late Sir M.
Visvesvaraya, the great Engineer who was the man behind the project.
Todays famous Mysore sandal soaps credit goes to late Sri Sosale Garalapuri shastri who
incorporated the process of soap making using Sandalwood oil. He was an eminent scientist
in the field working at the Tata Institute, Bangalore. He was sent to England to master the
fine aspects of soap manufacturing.
The Maharaja of Mysore and Diwan Sir. M. Visvesvaraya established the Government
Soap factory during the year 1918. The factory was started as a very small unit near K.R
Circle, Bangalore with the capacity of 100 tons P.A. In November 1918 the Mysore sandal
soap was put into the market after sincere effort and experiments were undertaken to evolve a
soap perfume blend using sandalwood oil as the main base to manufacture toilet soap. The
factory shifted its operation to Rajajinagar industrial area, Bangalore in July 1957, where the
present plant is located. The plant occupies an area of 39 acres (covering Soaps, Detergents
and Fatty Acid divisions), on the Bangalore - Pune Highway, easily accessible by transport
services and communication. Another sandal wood oil division was established during the
year 1944 at Shimoga, which stopped its operations in the year 2000 for want of Natural
Sandalwood.
This factory started at a moderate scale in year 1916. The first product was washing soap in
addition to the toilet soap in the year 1918. The toilet soap of the company was made up of
sandal wood oil.


In 1950 Government decided to expand the factory in two stages. The first stage of
expansion was done to increase the output to 700 tons per year and was completed in the year
1952 in the old premises.
The next stage of expansion was implemented in s1954 to meet growing demand for
Mysore sandal soap and for this purpose Government of India sanctioned license to
manufacture 1500 tons of Soaps and 75 tons of glycerin per year. The expansion project
worth of Rs.21 lakhs includes the shifting of the factory to a newly laid industrial suburban of
Bangalore.
THE FOUNDERS OF MYSORE SANDAL SOAP:
SIR M. VISVESVARAYA

Nalwadikrishnaraja Sri S. G. Shastri Wodeyar


ABOUT KARNATAKA SOAPS AND DETERGENTS LIMITED:
Karnataka soaps and detergents limited [KSDL] a Government of Karnataka
undertaking is involved in the extraction of sandalwood oil and in the manufacture of soaps,
Detergents, Incense sticks and sandal Talc, having over 9 decades of experience in this field.
KSDL today is one of the largest producers of sandalwood oil and sandal soap in the world,
with a turnover of Rs.125crs. The sandal soaps of KSDL have a definite niche in the soap
market with the oldest known perfumery material sandalwood as its main ingredient. Sandal
Soaps of KSDL are probably the only soap in the world with pure natural sandalwood oil.
KSDL is the true inheritor of Indias golden sandalwood legacy, the sandalwood oil
which is also known as Liquid Gold. Sandal wood oil is recommended in ancient ayurvedic
texts for skin care, has excellent antiseptic properties and soothes prickly heat and other skin
rashes too. This is the reason why soaps made out of sandalwood oil are used all over the
world for nourishing and softening the skin. It was the availability of sandal wood oil, which
became a reason to set up a soap factory.
Government soap Factory in Bangalore was established by the Maharaja of Mysore
Nalwadi Krishna raja Wodeyar and DiwanSir M. Visvesvaraya during the year 1916. The
soap making process was perfected under the stewardship of eminent scientist Shri S. G.
Shastri. The sandalwood Oil Division in Mysore was established during the year 1916 and
Sandalwood Oil Division at Shimoga was established during the year 1944.
RENAMING:
On 1
st
October 1980, the Government Soap Factory was renamed as Karnataka
Soaps and Detergent Limited by integrating sandal oil factories at Mysore, Shimoga and
Bangalore. The Company was registered as a public limited company. Today Company
produces varieties of products in the toilet soaps, detergent, agarbathies and Cosmetics.



TRADEMARK OF KS&DL

THE SHARABHA
The carving on the cover is the Sharabha, the trademark of KS&DL. The Sharabha is a
mythological creation from the Puranas which has a body of a lion and head of elephant,
which embodies the combined virtues of wisdom and strength. It is adopted as an official
emblem
SLOGAN:-
NATURAL PRODUCTS WITH EXOTIC FRAGRANCES
BIRDS EYE VIEW OF KS&DL:
1918 - Govt. Soap factory started by Maharaja of Mysore & the Mysore Sandal Soap was
introduced into the market for the first time.
1950 - The factory output rose to find terms.
1. Renovating the whole premises.
2. Installing a new boiler soap building plant & drying chamber.
1954 - Received License from government to manufacture 1500 tons of soap & 75 tons of
glycerin per year.
1957-Factory shifted its operations to Rajajinagar industrial area.
1975- Rs3crore synthetic Detergent plant was installed based on Ballestra SPA (Italy)
technology.
1981- a. Production capacity was increased to 6000 tons.
b. Rs.5 crore Fatty acid plant was installed with technical collaboration from Europe.


1992- The Board for Industrial & Financial Reconstruction (BIFR), New Delhi in December
for rehabilitation.
1996- The BIFR approved the Rehabilitation scheme in September.
1999- ISO 14001 Certificate pertaining to Environmental Management System.
2000- In May, the BIFR, New Delhi Declared the Company to be out of the purview.
2004- The company launched Herbal Care Soap.
VISION OF THE COMPANY
Keeping pace with globalization, global trends and the states policy for using
technology in every aspect of governance.
Ensuring global presence of Mysore Sandal products while leveraging its unique
strengths to take advantage of the current technology scenario by intelligent and
selective diversification
Secure all assistance and prime status from Government of India, all technology
alliances.
Further, ensure Karnatakas pre-eminent status as a proponent and provider of
technology services to the world, nation, other states public and private sectors.
Making available technology products and services at the most affordable price to the
people at large, in keeping with the policy of a welfare state.
Making all put efforts to achieve unimaginable profits.
OBJECTIVES OF KSDL: -
To attain self reliance.
To promote and uphold its image as symbol of traditional products
To promote purity and quality products and thus enhance age old charm of
Sandalwood Oil.
To build upon the reputation of Mysore Sandal soap based on pure sandal oil.
To maintain the brand loyalty of its customer.
To supply the products mentioned above at most reasonable and competitive rate.


POLICY OF KSDL:-
Seek purchase of goods and services from environment responsible suppliers.
Communicate its environment policy and best practices to all its employees
implications.
Set targets and monitor progress through internal and external audits.
Strive to design and develop products, which have friendly environmental impact
during manufacturing.
. Reuse and recycle materials wherever possible and minimize energy consumption
and waste.

COMPETITORS OF KS&DL
KS&DL is facing cut throat competition in national and international market. Some of its
main competitors are:-
M/S. Hindustan Uni Lever Ltd.,
M/S. Godrej Soaps Private Ltd.,
M/S. Proctor & Gamble
M/S. Nirma Soaps Private Ltd.,
M/S. Jyothi Laboratories.



DEPARTMENTS OF KSDL:
Human Resources Department
Production Department
Marketing Department
Finance\Accounts Department
Research & Development Department
Stores Department
Welfare Department
Maintenance Department
Materials Department
Management Information System Department
AN ISO-9001 AND ISO-14001 COMPANY:
KSDL with a tradition of excellence of over eight decades is committed to customer
delight, through total quality management and continuous improvement through the
involvement of all employees. KSDL has got ISO 9002 certificate.The Company got itself
upgraded to ISO-9001-2004, Quality Systems in the year 2004-05
The company is located in the heart of the Bangalore city. The management of the
company took a decision to get the ISO-14001 and become model to other public sector for
the techniques used and also to other Government units to spread the message of maintenance
of environment.
ISO-14001 and ISO-9001 will facilitate to improve the corporate brands in the global
market and it will help the company to improve the profits, year after year on long-term basis.
The environment management system adopted in the company through this motive as
follows:
Conservation of energy
Conservation of Surrounding
Conservation of resources



MISSION STATEMENT:
To serve the National economy.
To attain self-reliance.
To promote purity & quality products
To maintain the Brand loyalty of its customers.
To build upon the reputation of Mysore sandal soap based on pure sandal oil.

PRESENT STATUS:
1. The company has entered into shampoo, dish wash, detergent bar & room refresher.
2. The company is striving to develop new perfumes for soaps detergents, agarbathies&
shampoo.
3. The company wants to improve the existing products in terms of quality.

OWNERSHIP PATTERN:
Wholly owned by Government of Karnataka

ACHIEVEMENTS AND AWARDS
Government of Karnataka
Dept of Industries and commerce
State Export Promotion Advisory Board. EXPORT AWARD 1974-75
Geographical Indication GI-2005
ISO 9001-2000 in the year 1999
ISO 14001-2004 in the year 2000





PRODUCT PROFILE:
KSDL is the true inheritor of golden legacy of India. Continuing the tradition of
excellence for over eight decades, using only the best East Indian grade Sandalwood oil &
Sandalwood soaps in the world. The products produced at KSDL are the Soaps, Detergents,
Agarbathies and Sandalwood oil.
PRODUCT MANUFACTURED BY KS&DL
TOILET SOAPS
NAME OF THE PRODUCT UNITS OF GRAMS
Mysore sandal soap 75, 125
Mysore sandal classic soap 75
Mysore sandal gold soap 75, 125
Mysore sandal baby soap 75
Mysore special sandal soap 75
Mysore rose soap 100
Mysore sandal herbal care soap 100, 125
Mysore jasmine soap 100
Wave soap 100
Mysore lavender soap 150
Mysore sandal bath tablet 150
Mysore sandal classic bath tablet 150
Mysore jasmine bath tablet 150
Mysore special sandal tablet 150


Mysore sandal rose tablet 150
Mysore sandal guest tablet 17

GIFT RANGE
SBT
SJR
06 IN 01
GOLD SIXER

OTHERS
Washing half bar
Washing sandal baby wash

DETERGENTS
NAME OF THE PRODUCT UNITS IN GRAMS
Mysore detergent powder 1000
Mysore detergent powder 500
Mysore detergent cake 125
Mysore detergent cake 250
TALCUM POWDER


NAME OF THE PRODUCT UNITS IN GRAMS
Mysore sandal talc 20, 50, 100, 300
Mysore sandal baby talc 100, 200, 400

AGARBATHIES
NAME OF THE PRODUCT
Mysore sandal premium
Mysore sandal regular
Mysore rose
Nagachampa
Mysore jasmine
Sir M.V.100

Pictures of some Products manufactured at Karnataka Soaps & Detergents
Limited
Mysore Sandal Soaps



This soap is made from vegetable oils,contains pure natural mysore sandal oil, along with
skin care conditioner & moisturizers. Sandalwood oil- a natures gift,emanates lingering
fragrance, keeps your skin glowing ,soft, blemish-free,forever young &beautiful.It is also
available in 17g &125g.
Mysore Sandal Bath Tablet (150g)

This soap is made from vegetable oils,contains pure natural mysore sandal oil,
along with skin care conditioner & moisturizers. Sandalwood oil- a natures gift,emanates
lingering fragrance, keeps your skin glowing ,soft, blemish-free,forever young &beautiful.
Mysore Sandal Bath Tablet Trio (150g*3)



This soap is made from vegetable oils,contains pure natural mysore sandal oil,
along with skin care conditioner & moisturizers. Sandalwood oil- a natures gift,emanates
lingering fragrance, keeps your skin glowing ,soft, blemish-free,forever young &beautiful.
It is gift packed in a set of 3 bath tablets.
Mysore Sandals Millenium Super Premium soap

This super premium soap is made for all seasons,all kind of users for wellness,
nourishment,rejuvenation ,soothing,cooling with the enthralling aroma of pure natural
sandalwood oil, added with other key essentials oils
viz,vetivert,patchouli,geranium,cedarwood,clove,guaiacwood,orange etc, which the user
deserves in the new millenium
Mysore Sandal Classic Bathing Bar



This bathing bar contains skin conditioners, moisturizers & pure natural
sandalwood oil with therapeutic and antiseptic properties which makes your skin soft, smooth
&glowing.sandalwood oil is natures gift, with a lingering fragrance and keeps you skin
blemish-free,forever young &beautiful.
Mysore sandal Gold

This soap is made from vegetable oils & contains natural mysore sandalwood
oil,popularly known as LIQUID GOLD.sandalwood oil is recommended in ancient
ayurvedic texts for soothing skin care &has been cherished for centuries for its exotic
fragrance. The soap enriched with moisturizers and conditioners nourishes,rejuvenates and
keeps the skin wrinkle and blemish free bringing a radiant glow.
Mysore Sandal Gold Sixer



This soap is made from vegetable oils & contains natural mysore sandalwood oil,popularly
known as LIQUID GOLD.sandalwood oil is recommended in ancient ayurvedic texts for
soothing skin care &has been cherished for centuries for its exotic fragrance. The soap
enriched with moisturizers and conditioners nourishes,rejuvenates and keeps the skin wrinkle
and blemish free bringing a radiant glow.
3-IN-1 GIFT PACK

The luxury bath soap with the traditional fragrances of natural sandal, jasmine
and rose specially given in one single pack for family use ,for all occasions and for all
customers
Mysore sandal soap
Mysore jasmine soap
Mysore rose soap

6-IN-1 GIFT PACK



The ideal gift of 6 fragrances in an aesthetically designed gift pack, in a re-usable
plastic container.
Mysore sandal soap
Mysore jasmine soap
Mysore sandal classic soap
Mysore special sandal soap
Mysore rose soap
Mysore lavender soap

Mysore Sandal Rose Soap

Get the dew-drop freshness of just plucked roses captured in soap form to give a feeling of
shower with rose petals.
MYSORE CARBOLIC SOAP

It is made from pure vegetable oils, mild antiseptic and disinfectant ingredients to give the
soap users a pleasant and fresh feeling all day long.
MYSORE SANDAL HERBAL SOAP


This is made from vegetable oils, 100 % biodegradable ingredients, natural essentials oils,
skin conditioners, anti-bacterial agents and enriched with neem extracts. Freshness for the
family.
Mysore Sandal Baby Soap

This soap is made from vegetable oils,contains pure natural mysore sandal oil. Specially
created with the baby in mind, this soap is endowed with antiseptic properties. Formulated
with special care for infants, it is enriched with moisturizers and almond oil.mysore sandal
baby soap keeps the skin blemish-free and lessens the chances of a nappy rash.
MYSORE SANDAL WOOD OIL



Also called has liquid gold for its unique value and enchanting fragrance.pure and natural
sandal wood oil was also recommended in ancient ayurvedic texts as an antiseptic and skin
care ingredients.this product presented in an exclusive packing.
MYSORE SANDAL BABY TALC

The use of baby talc will help in keeping the baby clean & dry.the mild fragrance of natural
sandalwood oil has a soothing effect and helps to keep the baby calm &cool.
MYSORE SANDAL TALC

The talc is available in 3 conveninent packs.sprinkle ms talc on your body to feel cool,fresh
&fragrant all day long.



WAVE HERBAL & ROSE LIQUID HAND WASH

The hand wash, ph balanced and with scientific blend of mixed surfactants along with
moisturizers, skin conditioners and vit-e is available in 2 fragrances viz., natural herbal with
19 essential oils and in exotic rose fragrance.
MYSORE SANDAL ROOM FRESHNERS

Mysore sandals room freshener is made of pure natural sandal wood oil, blended with other
exotic natural essential oils with a lingering fragrance of sandal wood a day long of cool,
calm & freshness.

MYSORE SANDAL COCONUT OIL


It is a natural hair conditioner which is perfect for hair care and for smooth hair texture. The
internationally accepted anti-oxidant preservatives ensure that the coconut oil remains fresh
till the last drop.
MYSORE DETERGENT CAKE

Quality at affordable prices.



POINT EXCEL DETERGENT POWDER

It is powerful & effectively penetrates the layers of wide variety of fabrics & removes tough
stains hidden in the prone areas. Point excel is formulated scientifically for the optimum
washing both by conventional methods & washing machine at economic cost.
MYSORE DETERGENT POWDER

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



KLEENOL MULTIPURPOSE LIQUID

The product ph balanced & is concentrated for multipurpose applications, with the
pleasant lime fragrance.
MYSORE SANDAL AGARBATHIES

Exotic agarbathies available in wide range of fragrances for all preferences. Sandal raised
jasmine, sandal premium, and sir. M.v 100, nagachampa.



MYSORE SANDAL DHOOP

The royal tradition for divine bliss .the product is made from de-oiled sandalwood powder.
The enduring fragrance from the dhoop has soothing, calming effect, for holistic experience
during the prayer.
FUTURE GROWTH AND PROSPECTUS:
Introduction of anti-bacteria, herbal transparent soap, out of 33 essential oil based
Timely introduction and implementation of market driven decisions.
Improvement in existing products Mysore Sandal classic improved moisturizers &
skin conditions.
Introduction of sandalwood powder in 50gms, 100gms to meet the growing demand
for religious purpose.
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.
Reduction in distribution expenses.
Cost-reduction in all areas.


PRESENT PERFORMANCE OF COMPANY:
The performance of the company indeed comfortable. In the contest of necessary
trends and stiff competition in the industry. The quality of soap has been increasing.
There has been substantial rising in the turnover of agarbathi and talcum powder in
the view of very stiff competitions and substitutes investment in the terms of
advertisements, sales promotion and distribution expenses by the competition in the
industry. The co profitabilitys under stress how eve M/s. KS & DL has earned profit
during the year 2002-03.
M/s. KS & DL is making all effort to increase production and sales in terms of
quality so as to achieve increase market share and has taken several measures to
ensure that the companys products line are boas. Based and excessive dependents in
sandal wood are reduced during the year. Several braches of Agarbathies, Mysore
sandal soaps, Mysore sandal Baby soaps etc has been in production.

MAN POWER DETAILS:
Group Bangalore
complex
SOD
Mysore
Marketing
Branches
Duty paid
Godown
Shimoga
Total
Executives 102 12 57 01 172
Non-Executives 449 21 35 10 515
Total 551 33 92 11 687



ORGANISATIONAL STRUCTURE OF KS & DL:





CHART 1: SHOWING THE AGE OF THE RESPONDENTS
QUESTIONS 1 NO. OF respondents
Below 30 90
31 40 4
41 50 5
Above 50 1

ANALYSIS
The question was asked to know about the age pattern of the consumers.

INTERPRETATION

90 % Of the responds were at the age of less than 30, just 5%, 4% & 1% were in the age
group of 41 to 50, 31 to 40 & above respectively.

90
4
5
1
no. of respondents
below 30
31 - 40
41 - 50
above 50


CHAPTER 2: CHART SHOWING THE GENDER OF THE RESPONDENTS
Question 02 no of respondents
Male 66
Female 34

Analysis
This question was asked to know about the percentage of males & females
involved in the study

INTERPRETATION
The interpretation was, 34 of the responds were female, where as 65% of the respondents
were male.

no of respondents
MALE
FEMALE


CHAPTER 3: CHART SHOWING THE FAMILY SIZE OF THE
RESPONDENTS
Single 30
Two 4
Three 26
Above three 40

ANALYSIS

INTERPRETATION
Most of the respondents contracted were having family of above 3 members. It was exactly
40%. Were single, 26% were a family of 3 members & just 2%were a family of two.

30
4
26
1.2
no of respondents
SINGLE
TWO
THREE
ABOVE 3


CHAPTER 4: CHART SHOWING THE QUALIFICATION OF THE
RESPONDENTS
Post graduates 48
Graduates 36
Under graduates 12
Others 4

Analysis
The question was asked to understand the qualification of the consumers
[respondents]

INTERPRETATION
The interpretation was 48% of the total responds contacted were post graduates. 36% of them
were graduates. 12% of them were under graduates % just 4% were others?

48
36
12
4
no of respondents

post graduates
graduates
under graduates
others


CHAPTER 5: CHART SHOWING INCOME OF THE RESPONDENTS
Below 5000 15
5001 - 10,000 29
10,001 15,000 33
Above 23

Analysis

INTERPRETATION
33% of the respondents had a monthly income between Rs. 10,000 & 15,000. 29% were
having the same in between Rs. 5,001 & 10,000, 23% of the respondents had an income
above Rs. 15,000 per month where as just 15 % of them were in an income group of below
Rs. 5000 month
15
29
33
23
NO OF RESPONDENT
BELOW 5000
5000 - 10,000
10,000 - 15,000
ABOVE


CHAPTER 6: CHART SHOWING THE OCCUPATION OF THE
RESPONDENTSDS
Student 55
Govt. employee 5
Private sector 29
Business 8
Others 3

Analysis
The question was related to the occupation of the consumers (respondents)

INTERPRETATION
55% of them were students, 29% being the employees of private sector, 8%, 5% & 3%
being from business sector, government employee & others respectively.

55
5
29
8
3
no of respondents
student
govt. employee
private sector
business
others


CHAPTER 7: CHART SHOWING THE AWARENESS SIZE OF THE
RESPONDENTS
Yes 100
No 0

Analysis

INTERPRETATION
The response was awesome & pleasing to the company. All the 100 students contacted said
that they knew about KS & DL were aware about Mysore sandal soap.

100
0
no.of respondents
yes
no


CHAPTER 8: CHART SHOWING THE RESPONDENTS
SATISFACTION TOWARDS MSS PRODUCTS
Yes 97
No 3

Analysis

INTERPRETATION
97% of the total respondents said that they are realy satisfied with the quality & other aspects
of MMS products. Whereas 3% of the respondents were not satisfied with the product.

97
3
no of respondents
yes
no


CHAPTER 9: CHART SHOWING THE WHAT THE RESPONDENTS
FELT AFTER THE SWITCHED TO MSS
Happy 33
Satisfied 57
Delighted 10
Unhappy 0
Dissatisfied 0
Very bad 0

Analysis

INTERPRETATION
57 % of the respondents were satisfied with the product. 33 % were happy, 10% were
delighted. Whereas nobody was unhappy & dissatisfied. Nobody felt very bad either.
33
57
10
0 0
0
no of respondents
happy
satisfied
delighted
unhappy
dissatisfied
very bad


CHAPTER 10: CHART SHOWING HOW THE RESPONDENTS RATE
THE MSS OVER OTHER SOURCES
Excellent 25
Best 32
Good 40
Fair 3
Poor 0

Analysis

INTERPRETATION
40% felt the MSS is a good product than others. 32% felt it is the best among the choices.
25% felt it is excellent. 3% felt it is fair to buy the MSS than others. Nobody felt the MSS is
poor.

25
32
40
3
0
no of respondents
EXCELLENT
BEST
GOOD
FAIR
POOR


CHAPTER 11: CHART SHOWING THE OPINION ABOUT PRICE OF
MSS MYSORE SANDAL SOAP AMONEG THE RESPONDENTS
Very high 6
High 66
Average 28
Low 0

Analysis

INTERPRETATION
66% felt the price is high as compared to the other soaps. 28% felt it is average. 6% felt it is
very high. None felt the price is low.

6
66
28
0
no of respondents
VERY HIGH
HIGH
AVERAGE
LOW


CHAPTER 12: CHART SHOWING THE QUALITY OF SERVICE
RENDERED AT THE RETAIL STORES
Question 15 no. of respondents
Excellent 8
Good 67
Satisfactory 24
Bad 1
Worst 0

Analysis

INTERPRETATION
67% felt it is good, 8% felt it is excellent, 24% felt it is satisfactory, 1% felt it is bad. None
felt the service rendered at the retail outlets is worst.

8
67
24
1
0
no of respondents
excellent
good
satisfactory
bad
worst


CHAPTER 13: CHART SHOWING THE FACTORYS THAT
MOTIVATE CONSUMERS TO BUT MSS
Ingredients 31
Brand name 19
Quality 49
Special schemes 1
Price 0
Others 0

Analysis

INTERPRETATION
49% said it was quality which motivates them to buy the MSSS products. 31% said its the
ingredient which induces them to buy the MSS products. 19% said its the brand name & just
1% said its the special schemes which motivate them. None said price & other component
motivates them to buy the product.
31
19
49
1
no of respondents
ingredients
brand name
quality
special schemes
price
others


CHAPTER 14: CHART SHOWING THE SATISFACTION OF
RESPONDENTS OFFERES GIVEN
Yes 81
No 19

Analysis
the intention was to know whether the respondents get involved to buy the MSS products on
the special offers given.

INTERPRETATION
81% said the special offers do motivate them to buy the MSS products. 19% said that the
offers wont motivate them to buy the MSS products.

81
19
no of respondents
yes
no


CHAPTER 15: CHART SHOWING THE SUBSUTITUTES TO MSS BY
THE RESPONDENTS
Lux 18
Pears 38
Dove 15
Santo or 12
Others 17

Analysis

INTERPRETATION
38% said they prefer pears, 18% said they prefer lux. 17%, 15% & 12% said they would
prefer others, dove & Santo or, respectively.

18
38
15
12
17
no of respondents
lux
pears
dove
santoor
others


CHAPTER 16: CHART SHOWING WHAT MOTIVATES THE
RESPONDENTS TO SWITCH TO OTHER SOURCES
Ingredients 22
Brand name 20
Quality 44
Special schemes 8
Price 4
Others 2

Analysis

INTERPRETATION
44% said they go for other products in search of quality, 20% said that its the brand name
which induces them to take this stand, 22% said that its the ingredient quotient, 8% said that
22
20
44
8
4
2 no of respondents
ingredients
brand name
quality
special schemes
price
others


its the special schemes by the competing brands, 4% said its the price% just 2% said other
factors motivate them to take this stand.
CHAPTER 17: CHART SHOWING THE FREQUENCY OF QUALITY
PROBLEMS FACED
Question 20 No. of respondents
Yes 0
No 100

Analysis
The purpose was to know whether the respondents have come across any quality defects
problems in MSS products.

INTERPRETATION
The response was pleasing as none of them encountered any such problem.

no of respondents
yes
no


CHAPTER 18: CHART SHOWING THE EXPECT ATIONS OF
RESPONDENTS
Question 21 No. of respondents
Yes 31
No 69

Analysis
The purpose was to know whether a respondent expect anything more from of the
company.

INTERPRETATION
69% said they dont expect anything more from the company, whereas 31% said that they
expect something more from the company.

31
69
no. of respondents
yes
no


CHAPTER 19: CHART SHOWING THE SATISFACTION LEVEL OF
THE RESPONDENTS
Delighted 25
Happy 70
Satisfied 5
Dissatisfied 0
unhappy 0

Analysis

INTERPRETATION
70% said they are happy with the current product. 25% said that they are delighted 5% said
they are happy with the MSS. Nobody said that they are dissatisfied or unhappy.

25
70
5
no.of respondents
delighted
happy
satisfied
dissatisfied
unhappy






FINDINGS
1. It was found that most of the people are aware of the product.
It was found that most of the people are getting the information through the word
of mouth than the advertisements.
2. It was also found that most of the people are satisfied with the regularity of the
product.
3. People are also satisfied with the availability of the product at the retail stores.
4. It was a concern where some people felt that the retailers dont motivate them to
buy the product. It was to some extent rather.
5. It was a known fact that people were buying the Mysore sandal soap for its
quality, they were rather happy with its fragrance.
6. Through informal conversation it was also known that Mysore sandal gold was the
first choice among the bulk of the buyers approached.
7. It was found that some people who are in the income group of below RS. 5000 per
month were not satisfied with the pricing policies of the Mysore sandal soap.
8. The middle class felt that the products produced by the company are actually
targeted towards the higher class. They meant that the products like Mysore sandal
gold are not for the middle class. They also revealed that they often preferred to
buy Mysore sandal classic (another brand of Mysore sandal soaps) over Mysore
sandal gold, just because they couldnt afford to pay more for a soap.
9. It was found that dove. Pears & lux were the foremost competitors for the Mysore
sandal soap.
10. It was also understood that people preferred to buy these products over Mysore
sandal just because of price. Here they meant that they often compromised with
the quality & ingredient over price.
11. It was also understood that quality of Mysore sandal soap was the best among the
quality of the products produced by other companies.
12. It was known that most of the customers were satisfied with the product.





1. The company needs to open its own retail outlets to have a greater market
share.
2. It may be known that most of the people who use the soap are skin sensitive.
That is why some people dont compromise with the ingredients, as a reason
the company must try to introduce different kinds of soaps to attract this niche
segment.
3. Some people felt that the packaging of the product wasnt that attractive. The
packaging needs to be improved. Meanwhile this does. It applies to the larger
family packs of six.
4. The prices need to be reducing; this may help the company to gain a larger
market share.
5. Middle class &lower middle class must be targeted excessively
6. The company should make the products available everywhere, in every corner
of the city
7. The company should also come up with the innovations in the products.
8. The company should introduce variety of fragrance in the existing products.
9. The company needs to rethink variety of fragrance in the existing products.
10. Better marketing should be applied.
11. The use of well-known celebrities as the brand ambassadors will definitely
help the cause of good publicity.
12. The company needs to improve in the quality of supply of the products.
13. The company needs to use more promotional tools to attract the existing as
well as new customers.
14. TV needs to be shown to grab a greater market share.
15. The company needs to give offer caps to its products to get the attention of the
middle & the lower middle class.





CONCLUSION
Finally it can be concluded that KS & DL is one of the renowed company in the soap
manufacturing. It is conducting its business from the past 92 days. It started its business with
a small capital & today it has grown to a large extent.
To conduct a report on the customer satisfaction was a tough ask as there are very loyal
customers of the product & finding them was a bit of difficult ask.
It was seen that the product had a lot of goodwill in the market. This product may not require
the ad campaigns; such is the effect of its goodwill.





BIBLIOGRAPHY
Organization manuals
1. Website;
1. Musoresandal.com
2. www.msionline.com





ANNEXURE
1. Questionnaire to find the customer satisfaction level of the customers of Mysore
sandal soap products (KS & DL)





QUESTIONNARIE
A DYNAMIC STUDY ON CUSTOMER SATISFACTION WITH RESPECT
TO MYSORE SANDAL SOAPS (KS &DL)
PERSONAL PROFILE:
Name of the consumer:

Address of the consumer:
1. Age group(yrs.):
A. below 30 [ ] B.31-40 [ ] C. 41-50 [ ] D. above 50 [ ]

2. gender:
A. male [ ] B. female [ ]

3. family size:
A. Single [ ] B. Two [ ] C. three [ ] D. above three [ ]

4. Educational qualifications:
A. Post graduates [ ] B. graduates [ ] C. under graduates [ ] D. others [ ]

5. Income group:
A. Below 5,000 [ ] B. 5,000-10,000 [ ] C. 10,000-15,000 D. above 15,000 [ ]

6. Occupation:
A. Student [ ] B. govt. employee [ ] C. private sector [ ] D. business [ ]
E. others [ ]
RESEARCH PROFILE:
7. Are you aware about Mysore sandal soap?
A. Yes [ ] B. No [ ]
8. Since how long are you using Mysore sandal soap?
A. -------------- months B. ------------ years
9. are you satisfied with your mysore sandal soap?


A. yes [ ] B. [ ]

10. If no why?
-----------------------------------------------------------------------------
11. Before switching on to Mysore sandal soap, what were your expectations?
--------------------------------------------------------------------------------------------
12. After switching to Mysore sandal soap, with respect to your expectations, you feel.
A. happy [ ] B. satisfied [ ] C. delighted [ ] D. unhappy [ ] E. dissatisfied [ ]
13. Compared to other products, Mysore sandal soap is?
A. excellent [ ] B. best [ ] C. good [ ] D. fair [ ] E. poor [ ]
14. What is your opinion about the price of the Mysore sandal soap?
A. very high [ ] B. High [ ] C. Average [ ] D. Low [ ]4
15. What motivates you to buy the Mysore sandal products?
A. ingredients [ ] B. brand name [ ] C. quality [ ] D. special schemes [ ] E. price [ ]
16. Are you satisfied with the offers given by Mysore sandal soaps?
A. yes [ ] B. NO [ ]
17. If you would like to switch to others brand, which one should you prefer?
A. Lux [ ] B. Pears [ ] C. dove D. Santoor [ ] E. others [ ]
18. What different attribute would motivate you to take this brand?
A. Ingredients [ ] B. Brand name [ ] C. quality [ ] D. special schemes [ ] E. price
19. Have you ever come across quality problems in Mysore sandal soaps?
A. yes [ ] B. no [ ]
If yes why?-----------------------------------------------------------------------------------------------
--------------------------------------------------------------------------------------------------------------
20. Do you expect anything more from Mysore sandal soap?
A. yes [ ] B. no [ ]


21. Do you like to give any suggestions for improvements in Mysore sandal soaps?
-------------------------------------------------------------------------------------------------------
----------------------------------------------------------------------------------------------------------------
22. In all how satisfied you are with Mysore sandal soaps?
----------------------------------------------------------------------------------------------------------------
----------------------------------------------------------------------------------------------------------------

DATE: SIGNATURE
PLACE:



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CUSTOMER SATISFACTION TOWARDS KS& DL

BANGALORE INSTITUTE OF INTERNATIONAL MANAGEMENT Page 1

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