1

Internship Report on

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

SUBMITTED BY

Ranjith Y D
(1BF12MBA13)


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

MASTER OF BUSINESS ADMINISTRATION

Under the guidance of


INTERNAL GUIDE EXTERNAL GUIDE

Mr. Tejaswi Patil

Mr. Praveen



Department of Management studies & Research Centre
B.M.S College of Engineering
Post box No: 1908, Bangalore-560019
April 2014


Submitted to

VISVESVARAYA TECHNOLOGICAL UNIVERSITY, BELGAUM
2

BONAFIDE CERTIFICATE
Department of Management Studies & Research Centre
B.M.S. College of Engineering; Bangalore 560 019


Certifies that Project Work on
A STUDY ON THE BRAND AWARENESS TOWARDS THE MYSORE SANDAL
PRODUCTS IN BANGALORE
Is based on the original study conducted by
Mr.Ranjith Y D
(USN:1BF12MBA13)
And this has not formed a basis for the
Award of Degree/Diploma by VTU or Any other University

Internal Guide HOD MBA Dept Principle



Mr. Tejaswi patil
Lecturer
BMSCE, Bangalore
Dr. A. Satya Nandini
Prof. & HOD
BMSCE, Bangalore

Dr.Mallikarjuna Babu
Principle
BMSCE, Bangalore
3

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



Place: Bangalore Ranjith Y D
Date: 1BF12MBA13














4

ACKNOWLEDGEMENT
I, IV semester student of MBA course in Dept. of Management Studies, B.M.S. College of
Engg, Bangalore, wish to express my deep sense of gratitude to all those who have helped me in
successfully completing this assignment.

I am grateful to the Managers of KS&DL, Bangalore for giving me an opportunity to undergo
Project report at their industry; I am thankful to my external guides, Mr.Uma Shankar Apali,
Marketing Manager at Karnataka Soaps and Detergents Limited for enlightening guidance at all
stages of this work.

I am thankful to Management and Dr. K. Mallikarjuna Babu, Principal, B.M.S. College of Engg.,
Bangalore, and Dr. A. Satya Nandini, Head of the Dept. of Management Studies for providing a
motivating and supportive environment for undertaking this academic exercise.

I express my gratitude to my internal guide, Mr. Tejaswi Patil, Faculty member, Dept. of
Management Studies, B.M.S. College of Engg., Bangalore for her valuable guidance, supervision
and encouragement, which I received from her thought my project work.

I am thankful to all the teaching and non-teaching staff of Dept. of Management Studies, B.M.S.
College of Engg., Bangalore, for their co-operation, extended to me during my project work.





5

TABLE OF CONTENTS

Executive summary

Chapter 1.Introduction

Chapter 2.Industry and Company profile

Chapter 3.Thearitical background of the study

Chapter 4.Data Analysis and Interpretation

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

Bibliography

Annexure .







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LIST OF TABLES
Table
NO
Particulars Page
Number
Table-1
Table-2
Table-3
Table-4
Table-5
Table-6
Table-7
Table-8
Table-8.a
Table-9
Table-10
Table-11
Table-11.a
Table-12
Table-13
Table-13.a
Table-14






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LIST OF GRAPHS
Graph
NO
Particulars Page
Number
Graph-1
Graph-2
Graph-3
Graph-4
Graph-5
Graph-6
Graph-7
Graph-8
Graph-8.a
Graph-9
Graph-10
Graph-11
Graph-11.a
Graph-12
Graph-13
Graph-13.a
Graph-14






8

EXECUTIVE SUMMARY
In the year 1918 the company came into existence under the name Government Soap Factory.
Sri S.G. Shastry a Science student went to UK for higher studious in Oil Technology. After
returning to India, he conducted several experiments. He evolved with soap, perfume blend using
sandalwood oil as the main base of manufacture the toilet soap and thus the famous Mysore
Sandal Soap took birth in 1918. The factory started functioning in its new premises from 1
st

July 1957.
The initially named Government Soap factory was renamed as Karnataka Soap & Detergent
Ltd. On 1
st
October 1980 and its trademark is SHARABHA. The company is a leading
sandalwood soap manufacturer in the country, and they have demand for their products in both
domestic as well as international market.
The main objective of study is to analyze the factors that influence Organizational function. In
todays rapidly changing business environment, Organization has to respond quickly to
requirement for people. The market has been witnessing growth which is manifold for last few
years. Many players have entered the economy thereby increasing the level of competition. The
competitiveness of a company of an organization is measured through the quality of products and
services offered to customers that are unique from others.
Brand awareness means the ability of a consumer can recognize and recall a brand in different
situations (Aaker, 1996). Brand awareness consists of brand recall and brand recognition. Brand
recall means when consumers see a product category, they can recall a brand name exactly, and
brand recognition means consumers ability to confirm prior exposure to the brand when given the
brand as cue .





9

CHAPTER 1
INTRODUCTION
INTRODUCTION TO BRAND AWERENESS
BRAND
Brand is the "name, term, design, symbol, or any other feature that identifies one seller's
product distinct from those of other sellers" Initially, Branding was adopted to differentiate one
person's cattle from another's by means of a distinctive symbol burned into the animal's skin with
a hot iron stamp, and was subsequently used in business, marketing and advertising

BRAND AWERENESS
The likelihood that consumers recognize the existence and availability of a company's
product or service. Creating brand awareness is one of the key steps in promoting a product.
Brand Awareness is the extent to which a brand is recognized by potential customers, and is
correctly associated with a particular product.

DEFINITION OF BRAND AWERENESS

Brand awreness is the extent to which the consumer associates the brand with the product
he desires to buy. It is the brand recall and the brand recognition of the company to the
consumers. Brand recall is the ability of the consumer to recollect the brand with reference to the
product where as brand recognition is the potential of the consumer to retrieve the past
knowledge of the brand when enquired about the brand or shown an image of the brand logo.
PURPOSE
Creating the Awareness about the Products and features of the Brand leeds to increase the
sales of the Company and it also



10

NEED FOR THE STUDY
In todays global market, brand awareness among consumers play a decisive role in the
sales turnover of the company. Every company invest heavily in this aspect to catch the lions
share of the market. To know the Brand awareness towards Mysore sandal soaps is the need for
the study.

STATEMENT OF THE PROBLEM
In the light of liberalization, competition has increased for all consumer products. To
with stand competition it is important to understand the behavior of the consumer and satisfy the
target customers needs and wants. In this background the study explores the buying behavior,
attitudes, and purchase decision and satisfaction level of consumers towards Mysore Sandal
Soaps.

OBJECTIVE OF THE STUDY
To study the brand awareness of customers towards Mysore sandal soaps.
To identify the areas to be improved
To study the customer knowledge about the products features.
To find out the effect of brand awareness on purchase intention.

Scope of the study
This study covers the customer of Mysore sandal in Bangalore.
This study helps to attract more customers.
This study enhance the marketing of Mysore sandal soap


RESEARCH METHODOLOGY OD DATA COLLECTION
DATA COLLECTION:
Primary data:That data collected through includes:
11

Questionnaires
Interviews
Observation
Secondary data: The information required is collected from company website, internet, and
organizational journals, annual past data
Sampling unit
A sample size of 100 respondents has been selected for the purpose of collecting the data.















REVIEW OF THE LITERATURE
Definition of 'Brand Awareness'
12

The likelihood that consumers recognize the existence and availability of a company's
product or service. Creating brand awareness is one of the key steps in promoting a product.
Brand Awareness is the extent to which a brand is recognized by potential customers, and
is correctly associated with a particular product. Expressed usually as a percentage of target
market, brand awareness is the primary goal of advertising in the early months or years of
a product's introduction.
Brand awareness is the extent to which the consumer associates the brand with the
product he desires to buy. It is the brand recall and the brand recognition of the company to the
consumers. Brand recall is the ability of the consumer to recollect the brand with reference to the
product where as brand recognition is the potential of the consumer to retrieve the past
knowledge of the brand when enquired about the brand or shown an image of the brand logo.
Brand awareness is an essential part of brand development which helps the brand to stand out
from the others in this monopolistically competitive market Importance.
Brand awareness plays a major role in a consumers buying decision process. The
knowledge of an acquaintance or friend having used the product in the past or a high recognition
of the product through constant advertisements and associations coaxes the person to make his
decision in the

Limitations of the study
The study is only limited to Bangalore city.
This study is purely for academic purpose.
The study is limited due to time
The findings of the study were based on the assumption that the respondents have given
true and honest information.




13

CHAPTER 2
INDUSTRIAL PROFILE

History of the Industry
The early days of civilization shows us that mankind was aware of the importanceof
cleanliness and hygienic. The great bath of Indus valley civilization is testimony for this. The
roam were known to be considerable users for the soaps. During the period roman
enterprise stale wine was collected as a source of ammonium carbonate for cleaning
purpose. The mankind knew about soap 2000 years back I.e. in 70 A.D when Mr. Piliny and
leader accidently discovered soap when roasted meal overflowedon ashes. It was in 1831 A.D ,
that for the first time detergent was discovered byMr.fremy when he supplanted olive oil and
almond oil, the consumption of soap in the world in 1884 AD was said to be 2 lakhs tones per
annum, and it was in this year Mr.W.H Lever entered the field of soap by making in a big way.
Soap is a lamp like product, had foaming and cleaning character. Soap is a product that
many people might take for granted or consider rather than ordinary, but for some,
lathering up can be treasured part of morning or nightly routing. Scented or unscented, in
bars, gets and liquids, soap is a part of our daily lives. Since then in 1972 AD at first
commercial batch of soap was made and marketed by M.S Bristol soap was then taken to
London.
Lance Household penetration of soap is 98% people belonging to different income
levels use different brands, which fall under different segments, but all income levels use
soaps , making it the second largest category in India and detergents being number one.
Rural demand is growing at an increasing rate compare to urban because rural consumers
in India constitute about 60-70% of the population.


14

Development in Manufacturing of Soap
The credit of making soap affordable to common man goes to Nicolas
Leblanc, a French scientist. The early settlers in North America made their own
soap by pouring hot water over wood ash to make an alkali called potash. The
potash was boiled with animal fats in large. Iron kettlers to make soap. But it was
crude to look at and it had a bad odor. It was in this century development in
soap making led to the making of soaps with fragrance , mildness and color.

Mr. Twitched developed a process called Fat splitting in the year 1890 AD. In 1899
again it was Mr. Twitched who took out an American plant claiming manufacturing of
sodium salt of petroleum sulphonates. In 1930 Mr. Reychler, a Belgium scientist produced
for the first time sodium Cheryl sulphonated which had similar properties to that of
soap. Soap cannot be in acid solution and it forms precipitate with the calcium and
magnesium in hard water. Hence, although soap is good all round detergent. During the
middle ages soaps were made in various countries such as Italy, France, Spain and
England etc.

Soap Industry in India:
Northwest soap company established the first soap industry in 1897 at Meerut.
Following the Swedish movement in 1905 onwards few more factories movement in 1905
onwards few more factories were setup.
Soap industries in India began with MIS Godrej, setting up their manufacturing unit
during 1918 at Mumbai and MIS Government soap factory in Bangalore. During the year
1930, MIS TATA oil mills company. Setup Hindustan Lever Limited setup their manufacturing
unit at Mumbai and Calcutta. The industry continued to flourish very well unit 1967-1968, when
the industrystagnated due to informal price control. The industry soon recovered and experienced
a sharp up swing during 1974.
15

Before there World War I, Soap requirement of India was met by imports from the west,
especially from United Kingdom. The big companies like lever Brother introduced soap and
the use become more common even in villages. The soap supplied was of good quality and
low price.
Second world war give stimulates to indigenous soap industry, by 1994, the
capacity established was 1,26,000 tons and actual output was 1,16,000 tons. By 1957 the
capacity went up to 2.53 lakhs tons. Today the production the production capacity is around
6 lakhs tons (Toilet soap market estimated to 5.4 lakhs tons).
In India, the per capita consumption of soap is 500 Gm compared to 1200Gm in countries
like Brazil. In case of detergents the per capita consumption is 1, 60 kg in India compared to 15,
5 kg in urban Europe and 18.5 kg in Australia.
In the organized sector, 88 units are manufacturing soaps with an installed capacity of
705 963(46 units only) tons per year production of soap in their sector was of the order of
3,53,232 tons during 1994-95and 3,88,087 tons during 1995-96. There are 33 units in the
organized sector for manufacturing of detergents with an installed capacity of 5, 09,020(22 units
only) tons per annum.

History
Until 1916, Karnataka, then the princely state of Mysore , was exporting sandalwood
to France and other European countries for the extraction of oil. However, during World
War I when huge stocks of wood piled up in the state, an oil-extraction unit in Mysore
and another one at Shimoga was set up . Since then, Mysore became synonymous with
sandalwood oil.
Legends
A popular saying is that no other tree can grow where the sandalwood does. The
reason for the belief could be the fact that the root of the tree is supposed to suck in all
the required nutrients needed for its growth from the nearby trees. Another belief says
16

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








17

COMPANY PROFILE OF KARNATAKA SOAPS AND
DETERGENTS LTD.
.
INTRODUCTION TO SOAP INDUSTRY
Soap is one of the commodities, which has become an indispensable part of life of the
modern fantasy world. Since it is non-durable consumer goods, there is a large market for it .The
whole soap industry is experiencing changes due to innumerable reasons such as government
relations, environment, toxicological allergy problems, increase in cost of raw material etc.
Following Swadeshi Movement in 1905, few factories were set up and they were:
Mysore Government Soap at Bangalore.
Godrej Soaps at Bombay.
The change in technology and even existing desire by the individuals and the
organization to produce a better product at a mere economical rate has also acted as catalyst for
the dynamic process of change. More and more soap manufacturers are trying to capture a
commanding market share by introducing and maintaining acceptable products. The soap
industry in India faces a cutthroat competition, while multinational companies dominate the
market.
THE INDIAN SOAP INDUSTY SCENARIO
The Indian soap industry has been dominated by handful of companies such as
Hindustan Unilever limited.
Tata oil mills (taken over by HLL)
Godrej soaps private limited.
Recent entrants include:-
Colgate Palmolive Ltd.,
Proctor and Gamble Ltd.,
Nirma soap works,
18

The Indian soaps industry continued to flourish very well until 1967-68, but began to
stagnate. Soon it started to recover and experienced a short upswing in 1974. This increase in
demand can be attributed to:
Growth of population.
Income and consumption increase.
Increase in urbanization
Growth in degree of personal hygiene.
Soap manufacturers are classified as, organized and unorganized sector. KSDL is under
organized sector.
PRESENT STATUS
MARKET SCENARIO
India is the ideal market for cleansing products. The countrys per capita consumption of
detergent powders and bars stands at 1.6 Kg and soap at 543gms. Hindustan lever, which heralds
over the cleaning business, sells in all over the cleaning business.
PROBLEMS OF SOAPS AND DETERGENTS INDUSTRY
Industry faces some problems due to increase in the cost of raw materials. The major
ingredients like soda ash, linear alkyl benzene and sodium tripoly phosphate posses number of
serious problems in terms of availability. The demand and supply gap of vegetables oil is 1.5 to 2
lakhs tons and is met through imports.
TOILET SOAPS MARKET IN INDIA
About Rs.4700 Crores of market in soaps with 35% being in Beauty care, 20% in
health care and 15% being in skin care
Saturated market with very high penetration level of 98%
Grew about 4% in June- August 2004 after de growth in the last two years
19

The market growth can be divided into four categories namely premium (15%),
Popular (41.5%), Economic (24.5%) and Discount (19%
Only two global brands namely Dove & Camay are in the Indian market
The demand for Toilet soaps have been grown from 400 thousandMetric tons to 620
thousand metric ton from the year 1995to2003
THE WORLD MARKET FOR SOAPS
Around Rs4000 billion sales in the year 2000
Cumulative annual growth rate (CAGR) of soaps between1995-2000 has been raised
about 29%.
Few multinationals are dominated in global soaps market.
Unilever, Procter and gamble, Colgate, Palmolive and Johnson & Johnson is
amongst the top global players

HISTORY of KS&DL:-
India is a rich land of forest, ivory, silk, sandal; precious gems are magical charms of
centuries. The most enchanting perfumes of the world got their exotic spell with a twist of
sandal. The worlds richest sandalwood resource is form one isolated stretch of forests land in
South India that is Karnataka.
The origin of sandalwood and its oil in Karnataka, which is used in making of Mysore
sandal soaps, is well known as Fragrant Ambassador of India & Sandalwood oil is in fact known
as Liquid Gold.



20

By the inspiration of his Highness Maharaja of Mysore late Jayachamarajendra
Wodeyar, the trading of sandalwood logs started which was exported to Europe and new
destinations, but with commencement of First world War India faced severe crisis on the
business of sandalwood.
This situation gave rise to start of an industry, which produces value added products i.e.,
of sandalwood oil. His Highness Maharaja of Mysore created this situation as an opportunity by
sowing the seed of the Government Sandalwood Oil Factory, which is the present KS&DL. The
project was shaped with the engineering skills and expertise of the top level. Late Sri M.
Vishveswaraya, the great Engineer who was the man behind the project.
Todays famous Mysore sandal soap credit goes to late Sri Sosale Garalpuri Shastri who
incorporated the process of soap making using Sandalwood oil. He was an eminent scientist in
the field working at the Tata Institute, Bangalore. He was sent to England to master the fine
aspects of soap manufacturing.
The Maharaja of Mysore & Diwan Sir. M. Visvesvaraya established the Government
Soap Factory during the year 1918. The factory was started as a very small unit near K. R.
Circle, Bangalore with the capacity of 100 tons P.A. In November 1918 the Mysore Sandal
Soap was put into the market after sincere effort and experiments were undertaken to evolve a
soap perfume blend using sandalwood oil as the main base to manufacture toilet soap. The
factory shifted its operation to Rajajinagar industrial area, Bangalore in July 1957, where the
present plant is located. The plant occupies an area of 39 acres (covering Soaps, Detergents and
Fatty Acid divisions), on the Bangalore Pune Highway, easily accessible by transport services
and communication. Another sandal wood oil division was established during the year 1944 at
Shimoga, which stopped its operations in the year 2000 for want of Natural Sandalwood.
This factory started at a moderate scale in year 1916. The first product was washing soap
in addition to the toilet soap in the year 1918. The toilet soap of the company was made up of
sandal wood oil.
In 1950 Government decided to expand the factory in two stages. The first stage of
expansion was done to increase the output to 700 tons per year and was completed in the year
1952 in the old premises.
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The next stage of expansion was implemented in 1954 to meet growing demand for
Mysore sandal soap and for this purpose Government of India sanctioned license to manufacture
1500 tons of Soaps and 75 tons of glycerin per year. The expansion project worth of Rs.21 lakhs
includes the shifting of the newly laid industrial suburban of Bangalore.
The factory started functioning in this new premise [i.e., present one] from 1
st
July 1957.
From this year onwards till date the factory had never looked back, it has achieved growth and
development in production scales and profits.
The industry has 2 more divisions one a Shimoga and another at Mysore where Sandal
wood oil is extracted. The Mysore division started functioning from 1917 and only during 1984
manufacturing of perfumed and premiere quality Agarbathies at was started. Right from the first
log of sandalwood that rolled into the boiler room in 1916, the company has been single
minded pursuit of excellence. The project took shape with the engineering skills and expertise of
top-level team under the leadership of Sir. M. Vishveswaraya, Prof. Watson and Dr. Sudbrough.
This soap factory was started as a small unit and now it has grown up to a large size.
Development of the Organization
The Government Soap Factory has made spectacular progress during the years gone by.
Its production has developed on both volume and variety. When the Mysore Sandal soap was
introduced in the market, it caught the public eye on account of its intrinsic superior quality and
perfume.
The factory slowly and steadily developed recording all improvements in production
sales and profit. Modernization was given a practical shape in 1963-64.The factory is also
exporting products to Malaysia, Middle East, Africa, USA and other 20 countries. The exports
of the factory have been steadily rising. Exports of the factory have been executed through
Mysore Sandal Sales International Limited. The factory has received an export award for the
year 1975-1976. The factory has also negotiated and finalized a collaboration draft agreement
with Malaysia. The company also provided technical knowhow. Although the progress achieved
so far has been spectacular the management does not believe in settling on its laurels, conscious
efforts are made to improve the organization still further and pass performance warrants. It is
very clear that the government soap factory is making profit every year. There has been
22

phenomenal and spectacular growth and development of the factory in the new setup. The
production rose from 600 tons to 2300 tons. The sales also progressed from Rs 33 lakhs to Rs
1.7 Crores while net profits have risen to Rs 15 lakhs to 45 lakhs during 1956-67.
In 1965, the factory gave an undertaking to the Government of India to export its
products to earn necessary foreign exchange. This could be used to import machinery from other
countries. In retrospect it may be said that the soap industry has always looked upon Mysore
Sandal Soap as something of an ideal to aim and achieve. Many factories both in India as well
abroad have succeeded. This is a tribute to those who pioneered the excellence of Mysore
Sandal Soap. The factory is playing a notable part and also contributing to the industrial
development in Karnataka.
Being a Government undertaking, the main objective of the firm is to provide quality
goods to the consumers at reasonable prices. The factory has got more than 60 years of
experience in this field
RENAMING
On 1
st
October 1980, the Government Soap factory was renamed as Karnataka Soaps
and detergents the company was registered as a public limited company. Today Company
produces varieties of products in the toilet soaps, detergents, agarbathies and cosmetics.
OBJECTIVES OF KS&DL
To serve the national economy
To attain self- reliance
To promote and uphold its image as symbol of traditional products
To promote purity and quality products and thus enhance age old- charm
of sandalwood oil
To build upon the reputation of Mysore sandal wood soap based on pure
sandal oil
To maintain the brand loyalty of its customer
To supply the products mentioned above at most reasonable and
competitive rate
23

VISION STATEMENTS
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 leveling its
unique strengths to take advantage scenario by intelligent and selective
diversification.
Secure all assistance and prime status from government of India, all
technology alliances.
Further, ensure Karnatakas pre-eminent status as a proponent and provider
of technology services to the world, nation, other status public and private
sector.
Making available technology product and services at the most affordable
price to the people at large, in keeping with the policy of a welfare status.
Making all out efforts to achieve reasonable profits.
Most importantly to earn the invaluable foreign exchange, both to the state
and to the country.

COMPETITORS OF KS&DL PRODUCTS AND SERVICES
KS&DL is facing cut throat competition in national and international market. Some of
its main competitors are:-
M/S. Hindustan Unilever Ltd.,
M/S. Godrej soaps Private Ltd.,
M/S. Proctor & Gamble
M/S. Wipro
M/S. Nirma Soaps Private Ltd.,
M/S. Jyothi laboratories



24

KS&DL has the following departments
Finance and accounts
Human Resources Development & Administration
Research and Development
Quality Assurance
Materials & stores
Production & Maintenance
Marketing& Business Group
Projects & Management Information services

HRD DEPARTMENTS
Importance of HRD Department
Management of human resources.
Co- operation.
Assisting the management in HR matters.
Development of work force.
Work together to achieve organizational goals
Profit and growth.

KEY FUNCTIONS OF THE WORD
Recruitment and selection
Training and Development
Promotion and Transfer
Wages and Salary Administration
Performance Appraisal
Industrial relations
Disciplinary action and
Welfare measures
25

TRADE MARK OF KS&DL
The SHARABHA
The carving on the cover is the sharabha, the trade mark of KS & DL.

The Sharabha is a mythological creation from the puranas which has a body of a lion
and head of elephant, which embodies the combined virtues of wisdom and strength. It is
adopted as an official emblem of KS & DL to symbolize the philosophy of the company.
The sharabha thus symbolized a power that removes imperfections and impurities. The
maharaja of Mysore as his official emblem adopted it. And soon took its pride of place as the
symbol of the government soap factory of quality that reflects a standard of excellence of
Karnataka soaps and Detergents limited.
SLOGANS
NATURAL PRODUCTS WITH EXOTIC FRAGANCES
KS&DL has a long tradition of maintaining the highest quality standard, right from the
selection of raw materials to processing and packing of the end product. The reasons why its
products are much in demand globally and are exported regularly to UAE, Saudi- Arabia,
Kuwait, Qatar, South America. The entire toilet soaps of KS&DL are made from raw materials
of vegetable origin and are totally free from animal fats.




26

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

MILE STONES OF THE COMPANY:

1916 - Mysore Sandal Wood Oil Factory started at Mysore.
1918 Government Soap Factory was started by Maharaja of Mysore with the capacity of
112MTs/Annum near Cubbon Park, Bangalore and the MYSORE SANDAL SOAP was
introduced into the market for the first time.
1932 - Toilet soap production capacity was enhanced to 750MTs/Annum.
1944 - The second Sandalwood Oil extraction plant was started in Shimoga.
1954 - Foundation stone was laid by Sir M. Vishveswaraiya for establishment of new
manufacturing facilities at Rajajinagar, Industrial Area, Bangalore.
1957 - Factory was shifted to new premises at Rajajinagar from Cubbon Park.
1965 - It was new revolution time for govt soap factory; it started to export its product.
1967 - Celebrated its Golden Jubilee.
1970 - Production capacity was increased to 6000MT/Annum.
27

1974 - Mysore Sales International Limited was appointed as the sole selling agent for marketing
its products.
1975 - Synthetic Detergent Plant for manufacturing of detergent cake and detergent powder was
installed with Italian Technology.
1980- Government Soap Factory was converted into a Public Sector Enterprises and the
company was incorporated on 9
th
July 1980 and re-named as KARNATAKA SOAPS &
DETERGENTS LIMITED.
1981 - Fatty Acid unit was established to utilize indigenously available minor seed oils as the
raw material for soap manufacturing and to produce Glycerin and Stearic acid.
1984 - Expanded the production capacity with modern manufacturing facilities, which was
available at that time to produce 26000MTs/Annum of Toilet Soaps with different variants.
1987 - KS&DL took over marketing activity from M/s. Mysore Sales International Limited
(MSIL), and started up its own marketing networks by opening 6 branches across India.
1992 - During this period Liberalization lot of competitors penetrated in Indian Market, KS&DL
was registered with Board for Industries and Financial Reconstruction (BIFR), New Delhi as the
company was suffering with heavy losses.
1996 - The company was back to track and started to make profit, by strict measures on cost,
productivity and sales.
1999 The company was certified with ISO 9001:2000 certified by BSI for their successful
implement for Quality Management System. And they Lunched Mysore Sandal Gold Soap and
Mysore Sandal Baby Soap.
2000 - The company certified with ISO 14000:2004 BSI for their successful implementation of
Environment Management System.
2003 - The company came out of BIFR, as they wiped out entire carry forward losses of
Rs.98crores, and got recognized that, the only state Public Sector to make continuous profit.
28

2008 Company has introduced Hand Wash Liquids under trade name of Herbal Hand Wash
and Rose Hand Wash. Company has also introduced liquid Detergent under the trade name of
KLEENOL with different variants for floor wash, Dish wash and Automobile Wash.
2009 - The company had re-launched Talcum powder with variety with new outlook for
containers.
2010 - ISO certificate was upgraded to 9001:2008 and received Chief Ministers Ratna Award.
2011 - On the occasion of 150
th
Birth Anniversary of Sir M.V.Vishveswaraiya, KS&DL
launched Mysore Sandal Dhoop.
2012 - KS&DL launched Mysore Sandal Millennium, Indias First super premium soap. It is
priced at Rs.720 per piece of 150gms. Mysore Sandal Millennium is the first most expensive
soap was Manufactured and sold in India.
2013 - They reached highest sales turnover and profit (322crore in FY2013) on 22
nd
of Aug
National Award for Excellence Cost Manufacturing Karnataka Soap and Detergents Ltd
was the winner in the public manufacturing (Medium Organization) category.
PRESENT STATUS OF THE COMPANY
The company is mainly depended on southern market. The product availability in retail
outlets particularly for Mysore sandal soap is almost comparable to any other similar industries
products in the premium segment in the south. Whereas in other parts like Eastern and Northern
markets penetration of KSDL product is relatively poor, which depends on the companys
distribution structure, stock list and field personnel strength. With increased trust on distribution,
the company does not foresee any Problems to achieve the projected sales through the
redistribution package. Further, the policy of Indian Government also sees the public sector
Enterprises enter the industry in a large way there by making the products available to the
consumers at reasonable prices.
Being located in the centre of southern part of Indian the Government Soap Factory
claims preferential treatment for expansion program in view of availability of exotic natural
Sandalwood oil.
29


AN ISO-9002 COMPANY
KS&DL with a tradition of excellence of over eight decades is committed to customer
delight, through total quality management and continuous improvement through the involvement
of all employees. KS&DL has got ISO 9002 certificate.
To improve the quality management system and to facilitate TQM in the process of soap
and detergent, the management took decision to obtain ISO-9002 by end of March 1999.
Accordingly action plan was drawn and a committee was set up for the purpose during October
1988 with a mission statement.
The company gives initial training including conducting employees awareness program,
document quality manual and quality system Procurement. In this direction company obtained
the guidance from consultancies, Bangalore and bureau of Indian standards, Bangalore.
Accordingly, Company standards registered for ISO 9002 by the end of March to The bureau of
Indian standards obtained the certificate by the end of March 1999 itself.
This is to project in the national and international market and also to improve quality of
products offered to the consumers with the assurance of quality in the message. The company got
itself upgraded to ISO-9001-2004, quality systems in the Year 2004-05.

ISO-14001
The company is located in the heart of the Bangalore city. The management of the
company took a decision to get the ISO- 14001 and become model to other public sector for the
techniques used and also to other government units to spread the message of maintenance of
environment.



30

ISO-14001 and ISO-9001 will facilitate to improve the corporate brands in the Global
market and it will help the company to improve the profits, year on Long-term basis. The
environment management system adopted in theCompany through this motive as follows:
o Conservation of energy
o Conservation of surrounding
o Conservation of resources
Equipped with latest technology and backed by full- fledged quality control millennium.
The company is developing new products to meet the changing preferences of its customers.















31

KS&DL AT GLANCE
Incorporated name -Karnataka soaps and detergents limited.
Address -Karnataka soaps and detergents limited.
Bangalore Pune high way
Post box No.5531, Rajajinagar,
Bangalore-560055
Ph: 080-3377691/ 3370469/ 23371103 to
0622376922 to 24
E-mail: Mysore sandal@vsnl.com
Website: www.mysoresandal.com
Year of establishment -1918
Constitution - Wholly owned by Govt. of Karnataka
Undertaking.
Management -Govt. of Karnataka nominates/ appoints
Board of Directors. Chairman & MD.
Renamed -1980
Trademark -the trade is Sharabha. It is the body of lion
With the head of an elephant means
Blending the intelligence of lion with
Strength of an elephant.

32

Production range -toilet soaps, bar soaps, detergent cakes,
Powders, Agarbathies, cosmetics, baby
Products, Sandalwood Oil.
Process know how -the facility is a pioneer in the manufactures
Of various soaps and technology imported
From Italy.
Capacity of the unit -licensed capacity is 26000 metric tons of
Soaps & 10000 M. Tons of detergents per
Annum.
Plants -At Bangalore
Soap plant
Detergent plant
Fatty acid plant
-At Mysore
Sandal wood oil
Agarbathies
-At Shimoga
Duty paid godown



33

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


34

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

35

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













36

Products and features manufactured at Karnataka Soaps & Detergents

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 100g &125g.

Mysore Sandal Bath Tablet(150g)
This soap is made from vegetable oils,contains pure natural mysore sandal oil, along with
skin care conditioner & moisturizers. Sandalwood oil- a natures gift,emanates lingering
fragrance, keeps your skin glowing ,soft, blemish-free,forever young &beautiful.
37


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
38


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.
39






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
40









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






41








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.
42






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.
43








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.

44








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.
45






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.

46








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.
47








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.
48







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







MYSORESANDAL DHOOP
The royal tradition for divine bliss .the product is made from de-oiled sandalwood
powder. The enduring fragrance from the dhoop has soothing, calming effect, for holistic
experience during the prayer.


49

SWOT ANALYSIS OF KS&DL
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.
Neglecting freshness aspect.
High oriented cost due to excessive labor force.
Low turnover resulting in low profit.
OPPORTUNITIES
Traditional benefits that sandal is good for skin.
Skin care is just gaining importance among consumers.
Government support and large production capacity.
Advantages of being in the industry for a long time.
Existence of vast market and huge demand.
THREATS
Other 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.
50

CLASSFICATION OF EMPLOYEES AT KS&DL
Permanent Employee: One who has been engaged for work on
a permanent basis.
Temporary Employee: One who has been engaged for work
which is essentially of temporary nature and likely to be
finished within a limited period.
Probationary Employee: One who is provisionally employed
to fill a permanent vacancy.
Casual Workmen: One who is engaged on day to day basis, for
casual or non recurring work.
Trainee: Trainee is a learner who may or may not be paid
stipend during the period of training.

MAN POWER DETAILS AS ON 1-05-2014

Group
Bangalore
complex
SOD
Mysore
Marketing
Branches
Duty paid
Godown
Shimoga
Total
Executives 96 53 11 01 161
Non-Executives 441 33 20 08 502
Total 537 86 31 09 663





51

ORGANISATION CHART OF K.S & D.L





















FUNTIONAL HEAD
CHAIRMAN
MANAGING
DIRECTOR
GENERAL
MANAGER
DEPUTY GENERAL
MANAGER
ASSISTANT
GENERAL
MANAGER
52

CHAPTER 3
THEORETICAL BACKGROUND OF THE STUDY

Background of the study

I have chosen this topic because brand awareness has great impact on brand choice.due to
the increase in globalization and homogenization of of consumers preferences in the world
global branding has become more widespread. That is why it is important to be aware of the
culture obstacles in marketing. By the time of globalization more people explore the world
through travelling to distinct and undeveloped to developed places. Although the consumer
become more homogeneous it may be difficult to find the brand that they use in their home
country. While studying the literature, it was found out that there is not much research about the
affect of brand awareness on choice. Most research is focused on more complicated knowledge
structure such as attitude and brand image. Therefore, we wanted to do research on brand
awareness and how it effects consumers.

I have chosen this study due to its great importance. Branding is one of the most
important strategy in the marketing task. When a company launches its new product that it is
very necessary that they advertise it properly or in other words created the awareness of the
product in the mind of the customers. According to the Egyptian study in 4000 B.C the
awareness was started when the builders craved their name on the buildings they build and this
thing show the work done by that builder. Similarly if customer is not fully aware of all the facts
than he will not purchase your product. This study is also important because the country like
Pakistan where people have no much knowledge about the product this study is very necessary.
Nowadays, people have a demanding lifestyle. They do not have time to stop for a moment and
feel their own will. They want to be as efficient as possible; want to save as much time as
possible. They feel that time is not enough and that they do not have the required energy. All the
different choices buyers make when purchasing can be stressful and the possibility and demand
on how to act and what to say can be an extra burden. Sometimes, consumers want someone to
53

give them a proposal of a product, or just take a product among many, without even bringing the
product into line with their needs.

There is a need to determine the kind of impact social media has made on a marketers
brand, the consumer should be able to recognize the marketers brand and confirm their previous
knowledge of brand. As Keller (2003) state that the definition of brand awareness is the
consumers ability to recall and recognize the brand as reflected by their ability to identify the
brand under different conditions and to link the brand name, logo, symbol, and so forth to certain
association in memory. In another words, brand awareness is about the strength of a brand in
the mind of its target audience along a continuum ( Aaker, 1996). In addition, Aaker(1996)
emphasizes that brand awareness can be important for new or niche brands; and for well-known
brands, brand recall and top of mind are more significant.

To create brand awareness in a successful way considering that consumers everyday are
bombarded by a great quantity of marketing messages, two things are needed. On the one hand,
it is necessary to have a broad sales base; this is because it is expensive and often impossible
even to support brands with relatively small unit sales and short lifecycle. This is the reason why
many firms reduce the number of their brands and focus only on a few brands. On the other
hand, enterprises need to acquire the knowledge of operating outside the traditional media
channels. There is also a close connection between brand awareness and brand positioning.

Nowadays, brand awareness, as the basic dimension of brand equity is most important to
marketing success. Brand can shape customer decision and finally increase sales and income to
enterprise, (Czinkota and Ronkainen, 2010). According to Norback (2005) stated that one of the
familiar brand in the marketplace can provide a certain level of quality, while marketers had
extra opportunity to attract loyal customers. Ultimately, brand awareness is well known and is
easily recognizable. In a simply example, McDonald is the first brand in your mind when people
is hungry, it means McDonald is a successful brand awareness. This is because brand awareness
plays an important role in consumer decision-making. There are three reasons for this, Learning
54

advantage, Consideration advantage and Choice advantage. (Keller, et al 2012). Therefore, brand
awareness determines the success or failure of any enterprise, while using modern social media
is a good way to increasing their brand awareness. The competition among business for customer
has never been greater. In this environment, enterprise needs to stand out and have every
possible advantage to be successful.

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

Advertisement

Market channels

Quality of product

Advertisement

It is one of the important factors. It is important because it brings awareness in the mind
of customers. Awareness focused on internal state of consumer . through awareness of brand
consumer search his or her internal state that whether he or she needs that product or not . for
example if we consider the example of mineral water than it is from the company who produce
awareness in the mind of customers and consumer thinks that this company provides healthy
water which is more important for the health because it is upto the standards . now all the time
when he or she will buy the product he will prefer the product of that company. So in this way
we can say that how much importance advertisement has on product choice. Awareness may be
focused on internal state such as feelings or on external events such as sensory perception(
awareness Wikipedia , the free encyclopedia,10-16-2005) Marton and booth (1997)gave good
examples of awareness people have some early perception about the product and they choose it
according to their perception so there should be proper advertisement for a proper awareness.

55

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

Setting advertisement objectives

Advertising budget

Develop proper advertising strategy

Create advertising message

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

Newspapers

Television

Direct mail

Radio

Magazines

Outdoor

Internet

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


56

The basic process by which advertising affects consumers and leads to brand awareness,
brand image, brand consideration, brand choice, and sales, How the effects of advertising are
spread out over time, The role of 3 different advertising media (for example, TV versus print
advertising), how differentially efficient these vehicles are, how their interaction may lead to
synergy effects The role and impact of competitive advertising. For example, for a manufacturer
of desktop PCs we might distinguish between spending on television advertising, radio
advertising, newspaper advertising and vertical trade advertising. All this activity reaches some
consumers at some point, and they will or will not pay attention and process these messages.
This then may lead to a number of advertising effects.


















57

CHAPTER 4
DATA ANALYSIS AND INTERPRETATION


















58

Age group of respondents
OCCUPATION RESPONDENT PERCENTAGE
Below 20 23 23%
20-30 36 36%
30-40 33 33%
40-50 5 5%
Above 50 3 3%
Total 100 100%
Table 1: Age group of respondents

Graph 1: Showing age group of respondents
ANALYSIS : The data show that
1) 23 % respondents are below 20 years
2) 36 % respondents are between the age of 20-30
3) 33% respondents are between the age of 30-40
4) 5% respondents are between the age of 40-50
5) 3% respondents are above 50 years
INTERPRETATION :
From the graph it is clear that major portion of respondents are between 20-30 years.
0
10
20
30
40
Under 20 20-30 30-40 40-50 Above 50
Under 20
20-30
30-40
40-50
Above 50
59

Sex ratio of respondents

GENDER RESPONDENT PERCENTAGE
Male 59 59%
Female 41 41%
Total 100 100%
Table 2: Sex ratio of respondents

GRAPH 2: Showing sex ratio of respondents
ANALYSIS : The data show that
1) 59 % respondents are male
2) 41 % respondents are female

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

Male
Female
60

Occupation of respondents
OCCUPATION RESPONDENT PERCENTAGE
Employee 37 37%
Student 38 38%
Business 14 14%
Others 11 11%
Total 100 100%
Table 3 : Occupation of respondents

GRAPH 3:Showing Occupation of respondents
ANALYSIS : The data show that
1) 37% respondents are employee
2) 38% respondents are professional
3) 14 % respondents are business people
4) 11% respondents are others
INTERPRETATION :
From the graph we can analyze that mazority of respondent are students and employees.
0
5
10
15
20
25
30
35
40
Employee Student Business Others
Employee
Student
Business
Others
61

Monthly income of respondents
MONTHLY INCOME RESPONDENT PERCENTAGE
Less than 10,000 29 29%
10,000 15,000 23 23%
15,000 20,000 16 16%
20,000 25,000 21 21%
25,000 & above 11 11%
Total 100 100%
Table 4 : Monthly income of respondents

Graph 4: Monthly income of respondents
ANALYSIS : The data show that
1) 29% respondents have income less than 10,000
2) 23 % respondents have income between 10,000-15,000
3) 16 % respondents have income between 15,000 - 20,000
4) 21 % respondens have income between 20,000 - 25,000
5) 11% respondens have income equal or abhove 25000
INTERPRETATION :
From the graph it is clear that people of income less than 10,000 are the frequent buyers ..
0
5
10
15
20
25
30
Bellow
10,000
10,000
15,000
15,000
20,000
20,000
25,000
Above
25,000
Bellow 10,000
10,000 15,000
15,000 20,000
20,000 25,000
Above 25,000
62

How often you buy bath soap?
VIEW RESPONDENT PERCENTAGE
Once in 15 days
49 49%
Once in a month
43 43%
Once in 2 month
8 8%
Table 5 : Respondents taking duration to buy bath soap

Graph 5: Respondents taking duration to buy bath soap
ANALYSIS : The data show that
1) 49% respondents are buy the soap once in 15 days
2) 43 % respondents are buy the soap once in a month
3) 8 % respondents are buy the soap once in 2 month
INTERPRETATION :
From the graph it is clear that mazority of the people are buying the soap atleast in 15 days.


0
10
20
30
40
50
60
Once in 15 days Once in a month Once in 2 month
Once in 15 days
Once in a month
Once in 2 month
63

While purchasing a soap brand, which one factors influence your purchase
decision?
(Rank the following (1-6); 1 being most important,6 being less important)
Factor 1 2 3 4 5 6
Price 24 14 23 11 15 13
Quality 24 26 15 12 9 14
Medical value 19 19 20 24 6 12
Fragrance 21 17 19 21 14 8
Ad 7 8 15 17 33 20
Packaging 13 14 6 19 22 26

Factor 1*6 2*5 3*4 4*3 5*2 6*1 Total %
Price 24*6=144 14*5=70 23*4=92 11*3=33 15*2=30 13*1=13 382 17.90
Quality 24*6=144 26*5=130 15*4=60 12*3=36 9*2=18 14*1=14 402 18.84
Medical value 19*6=114 19*5=95 20*4=80 24*3=72 6*2=12 12*1=12 385 18.05
Fragrance 21*6=126 17*5=85 19*4=76 21*3=63 14*2=28 8*1=8 386 18.09
Ad 7*6=42 8*5=40 15*4=60 17*3=51 33*2=66 20*1=20 279 13.08
Packaging 13*6=78 14*5=70 6*4=24 19*3=57 22*2=44 26*1=26 299 14.01








Factor

% of
respondent
Price 17.90
Quality 18.84
Medical value 18.05
Fragrance 18.09
Ad 13.08
Packaging 14.01
64


Graph 6: Factors influence your purchase decision to respondents

ANALYSIS : The data show that
1) 17.9 % respondents influenced by price factor while buying the soap.
2) 18.84 % respondents influenced by quality factor while buying the soap.
3) 18.05 % respondents influenced by medical value while buying the soap.
4) 18.09 % respondens influenced by fragrance factor while buying the soap.
5) 13.08 % respondens influenced by advertisement of soap while buying the soap.
6) 14.01 % respondent influenced by packaging while buying the soap.

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


0
2
4
6
8
10
12
14
16
18
20
Price Quality Medical
value
Fragrance Ad Packaging
% of Respondent
Price
Quality
Medical value
Fragrance
Ad
Packaging
65

Are you aware of Mysore Sandal Brand?
View Number of respondent Percentage
Yes 91 91%
No 9 9%
Total 100 100%
Table 7 : The respondents aware of Mysore Sandal

Graph 7: The respondents aware of Mysore Sandal

ANALYSIS : The data show that
1) 91 % respondents are aware of the Mysore Sandal Brand
2) 9 % respondents are not aware of the Mysore Sandal Brand

INTERPRETATION :
From the graph it is clear that mazority of the people are having the awareness towards the
Mysore sandal Brand .

66

Are you using of Mysore Sandal Brand?
View Number of respondent Percentage
Yes 67 67%
No 33 33%
Total 100 100%
Table 8 : The respondents using Mysore Sandal

Graph 8: The respondents using Mysore Sandal
INTERPRETATION : The data show that
1) 67 % respondents are using the Mysore Sandal soaps.
2) 33 % respondents are do not using the Mysore Sandal soaps.

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



67

If yes, how long have been using it?
VIEW NUMBER OF RESPONDENT PERCENTAGE
1 Month
6 6.9%
6 Month
44 49.8%
1 Year
27 31%
More than year
11 12.5%
Total 89 100%
Table 8.a : How long have been the respondents using Mysore Sandal

Graph 8.a: How long have been the respondents using Mysore Sandal
ANALYSIS : The data show that
1) 6.9 % respondents are using the Mysore sandal from 1 month.
2) 49.8 % respondents are using the Mysore sandal from 6 month.
3) 30.6 % respondents are using the Mysore sandal from 1 year.
4) 12.5 % respondens are using the Mysore sandal from more than year.
INTERPRETATION :
From the graph it is clear that almost half of the people are using Musore sandal soaps.
68

What is your opinion regarding the price of the Mysore sandal Soap?
VIEW NUMBER OF RESPONDENT PERCENTAGE
Very high 9 9%
High 33 33%
Reasonable 55 55%
Low 3 3%
Total 100 100%
Table 9 : Opinion of the respondents regarding the price

Graph 9: Opinion of the respondents regarding the price
ANALYSIS : The data show that
1) 9 % respondents are having very high price opinion towards Mysore Sandal Soaps.
2) 33 % respondents are having high price opinion towards Mysore Sandal Soaps.
3) 55 % respondents are having reasonable price opinion towards Mysore Sandal Soaps.
4) 3 % respondens are having low opinion towards Mysore Sandal Soaps.

INTERPRETATION :
From the graph it is clear that more than half of the people are tells that price of the Musore
sandal soaps is Reasonable.
69

Specify your opinion about the Mysore Sandal

Factor

Excellent


Very Good

Good

Satisfactory
Not
Satisfactory
Quality
45 33 9 10 3
Fragrance
20 38 25 14 3
Lather
15 23 44 14 4
Sandal Oil
24 29 18 24 5
Availability
21 24 30 19 6
Packaging
13 29 21 27 10
Promotion
8 12 25 19 36

Table 10 : Opinion about the Mysore Sandal

Graph 10 : Opinion about the Mysore Sandal
0
5
10
15
20
25
30
35
40
45
50
Quality Fragrance Lather Sandal Oil AvailabilityPackaging Promotion
Excellent
Very Good
Good
Satisfactory
Not Satisfactory
70

ANALYSIS : The data show that
1)45% excellent,33% very good, 9% good,10% satisfactory,3% not satisfactoty these are the
opinion of respondents towards the quality of the soaps.
2)20% excellent,38% very good, 25% good,14% satisfactory,3% not satisfactoty these are the
opinion of respondents towards the fragrance of the soaps.
3)15% excellent,23% very good, 44% good,14% satisfactory,4% not satisfactoty these are the
opinion of respondents towards the lather of the soaps.
4)24% excellent,29% very good, 18% good,24% satisfactory,5% not satisfactoty these are the
opinion of respondents towards the sandal oil of the soaps.
5)21% excellent,24% very good, 30% good,19% satisfactory,6% not satisfactoty these are the
opinion of respondents towards the availability of the soaps.
6)13% excellent,29% very good, 21% good,27% satisfactory,10% not satisfactoty these are the
opinion of respondents towards the packaging of the soaps.
7)8% excellent,12% very good, 25% good,19% satisfactory,36% not satisfactoty these are the
opinion of respondents towards the promotion of the soaps.
INTERPRETATION :
From the graph it is clear that people having very passitive opinion about quality of the Mysore
Sandal soaps..





71

Do you remember any Advertisement on Mysore Sandal?
View Number of respondent Percentage
Yes 82 82%
No 18 18%
Total 100 100%
Table 11 : The respondents remember any Advertisement of Mysore Sandal

Graph 11: The respondents remember any Advertisement of Mysore Sandal

ANALYSIS : The data show that
1) 82 % respondents are remember the Mysore Sandal advertisement
2) 18 % respondents are not remember the Mysore Sandal advertisement

INTERPRETATION :
From the graph it is clear that mazority of the people having the experience of the Mysore Sandal
Advertisements.

72

If yes, how did you come to know?
VIEW NUMBER OF RESPONDENT PERCENTAGE
Radio
6 7.5%
Television
54 65.5%
Sign boards
6 7.5%
News paper
7 8.5%
Magazines
7 8.5%
Internet
2 2.5%
Total 82 100%

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


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

0
10
20
30
40
50
60
Radio Television Sign boards News paper Magazines Internet
NUMBER OF RESPONDENT
Radio
Television
Sign boards
News paper
Magazines
Internet
73

INTERPRETATION : The data show that
1) 7.5 % respondents are herd the advertisement in Radio
2) 65.5 % respondents are saw the advertisement in Television.
3) 7.5 % respondents are saw the advertisement in Sign boards.
4) 8.5 % respondens are saw the advertisement in News Paper.
5)8.5 % respondens are saw the advertisement in Magazines.
6)2.5 respondens are saw the advertisement in Internet.

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









74

Do you think, the level of advertisement given by Mysore Sandal is sufficient?
View Number of respondent Percentage
Yes 51 51%
No 49 49%
Total 100 100%
Table 12 : The respondents opinion about level of Advertisement

Graph 12: The respondents opinion about level of Advertisement

ANALYSIS : The data show that
1) 51 % respondents are said that, the level of the advertisement given by Mysore Sandal is
Sufficient.
2) 49 % respondents are not said that, the level of the advertisement given by Mysore Sandal is
Sufficient.
INTERPRETATION :
From the graph it is clear that just mazority of the people satisfy with the level of advertisement
given by the Mysore Sandal Company.
75

Do you change brand of soap in the last 6 months?
View Number of respondent Percentage
Yes 49 49%
No 51 51%
Total 100 100%
Table 13 : The respondents change the brand of soap

Graph 13:The respondents change the brand of soap

INTERPRETATION : The data show that
1) 49 % respondents are having the habbit of changing the bathing soaps.
2) 51 % respondents are are didnt change the soaps

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


76

If yes how often do?
VIEW NUMBER OF RESPONDENT PERCENTAGE
Once
16 31.5%
Twice
24 47%
Many times
11 21.5%
Total 51 100%
Table 13.a : The respondents how often change the brand of soap

Graph 13.a: The respondents how often change the brand of soap
ANALYSIS : The data show that
1) 37.5 % respondents are changing the soap 1 time in 6 months.
2) 47 % respondents are changing the soap 2 time in 6 months..
3) 21.5 % respondents are changing the soap 2 or more time in 6 months..

INTERPRETATION :
From the graph it is clear that almost half of the people changing the soap 2 times in every 6
months.
0
5
10
15
20
25
Once Twice Many times
NUMBER OF RESPONDENT
Once
Twice
Many times
77

Please rate the overall effectiveness of Mysore sandal products
VIEW NUMBER OF RESPONDENT PERCENTAGE
Highly effective
7 7%
Effective
45 45%
Average
39 39%
Not effective
9 9%
Total 100 100%
Table 14 : The overall effectiveness of Mysore sandal products

Graph 14: The overall effectiveness of Mysore sandal products
ANALYSIS : The data show that
1) 7 % respondents are given rating as Highly effective overally.
2) 45 % respondents are given rating as Effective overally.
3) 39 % respondents are given rating as Average.
4) 9% respondents are given rating as Not effective overally.
INTERPRETATION :
From the graph it is clear that mazority of the people are having Effective overall rating towards
the Mysore sandal Soap.
0
10
20
30
40
50
Highly
effective
Effective Average Not
effective
NUMBER OF RESPONDENT
Highly effective
Effective
Average
Not effective
78

CHAPTER 5

FINDINGS CONCLUSIONS SUGGESTIONS

79

FACTS AND FINDINGS

From the graph it is clear that married customers are using Mysore sandal more,
compared to unmarried customers.
From the graph it is clear that female consumers are more than male consumers .
It is clear from the graph that mjority of Mysore sandal users are professionals
From the graph it is clear that major portion of users are between 20-30 years.
From the graph it is clear that people of income between 15,000-20,000 are the frequent
buyers
From the graph it is clear that Mysore Sandal is more popular in nuclear family
This study clearly indicate that maximum number of customers uses herbal soap.
It was found that most of the people are aware of the product.
It was found that most of the people are getting the information through the word of
mouth than the advertisements.
It was also found that most of the people are satisfied with the regularity of the product.
People are also satisfied with the availability of the product at the retail stores.
It was a concern where some people felt that the retailers dont motivate them to buy the
product. It was to some extent rather.
It was a known fact that people were buying the Mysore sandal soap for its quality, they
were rather happy with its fragrance.
Through informal conversation it was also known that Mysore sandal gold was the first
choice among the bulk of the buyers approached.
It was found that some people who are in the income group of below RS. 5000 per month
were not satisfied with the pricing policies of the Mysore sandal soap.
The middle class felt that the products produced by the company are actually targeted
towards the higher class. They meant that the products like Mysore sandal gold are not
for the middle class. They also revealed that they often preferred to buy Mysore sandal
classic (another brand of Mysore sandal soaps) over Mysore sandal gold, just because
they couldnt afford to pay more for a soap.
80

It was found that dove. Pears & lux were the foremost competitors for the Mysore sandal
soap.
It was also understood that quality of Mysore sandal soap was the best among the quality
of the products produced by other companies.
It was known that most of the customers were satisfied with the product.
















81

CONCLUSION
In todays market a market study has to be developed in order to grab market share and to
become market leader. Knowledge of the customer needs , present buying habit, there awareness
and options. Preference towards various fast moving consumer goods (FMCG)
Most of the people have shifted to Mysore sandal soap because of its quality and good features
of sandal oil. However the company is trading and advertising with existing customers with less
intention for expansion .
Consumer goods evolve over period of time based on the consumer needs and request and the
firm or organization which is able to understand this and evolve accordingly and will survive in
the market.












82

SUGGESTIONS
The company should motivate its present consumers to increase the usage rate of the soap
through effective advertisements.

The company should develop effective marketing strategies to create awareness in
untapped market.

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

The soap should be making available to all the purchase points wherever the consumer
can buy the product.

KSDL should promote their factory outlets.

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

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

Some people felt that the packaging of the product wasnt that attractive. The packaging
needs to be improved. Meanwhile this does. It applies to the larger family packs of six.

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





83

BIBLIOGRAPHY
Organization manuals
Website;
www.karnataka.gov.in/mysoresandal/PAGES/home.aspx
Mysore sandal soap- Wikipedia














84

ANNEXURE
My project was to find out the Brand awareness of Mysore sandal soap products
(KS & DL) , Survey was conducted using Questionnaire .

Questioners

Name:__________________

1) In to which age group do you fall?
Under 20

20-30

30-40

40-50

Above 50



2) Gender: Male Female


3) Occupation
Employee
Student
Business
Others
85

4) Monthly Income:
Bellow 10,000
10,000 15,000
15,000 20,000
20,000 25,000
Above 25,000

5) How often you buy bath soap?
Once in 15 days Once in a month

Once in 2 month


6) While purchasing a soap brand, which one factors influence your purchase decision?
(Rank the following (1-6); 1 being most important,6 being less important)
Price
Quality
Medical value
Fragrance
Ad
Packaging


7) Are you aware of Mysore Sandal Brand?
Yes No


86

8) Are you using of Mysore Sandal Brand?
Yes No

8. a) If yes, how long have been using it?
1 month
6 month
1 year
More than year

9) What is your opinion regarding the price of the Mysore sandal Soap?
Very high High
Reasonable Low


10) Specify your opinion about the Mysore Sandal.


Excellent

Very Good

Good

Satisfactory

Not
Satisfactory
Quality
Fragrance
Lather
Sandal Oil
Availability
Packaging
Promotion


87

11) Do you remember any Advertisement on Mysore Sandal?
Yes No


11. a) If yes, how did you come to know?
Radio Television Sign boards
News paper Magazines Internet


12) Do you think, the level of advertisement given by Mysore Sandal is sufficient?
Yes No



13) Do you change brand of soap? in the last 6 months?
Yes No

13. a) If yes how often do?
Once Many times
Twice None

14] Please rate the overall effectiveness of Mysore sandal products
Highly effective Effective
Average Not effective