A

PROJECT REPORT
ON

CONSUMER BEHIVOUR TOWARDS OSWAL

SOAP

SUBMITTED FOR THE

PARTIAL FULFILLMENT OF TWO YEARS FULL
TIME COURSE
MASTERS IN BUSINESS
ADMINISTRATION
Batch (2010-2012)
SUBMITTED TO: SUBMITTED BY:FMS, MAIET
NITEESH BHARDWAJ
JAIPUR
M.B.A., SEM-III
Session 2011-12

Faculty of Management Studies

Maharishi Arvind Institute of Engineering and Technology,Jaipur

Affiliated to Rajasthan Technical University, Kota

CERTIFICATE

DECLARATION

This is to certify that the work done on "TO ANALYSE MARKET POTENTIAL WITH
REFERENCE OSWAL SOAP GROUP under the subject SUMMER TRAINING and
a written report submitted by me to Faculty of Management Studies, Maharishi
Arvind Institute of Engineering & Technology, Mansarovar, Jaipur is in partial
fulfilment of the requirement for the award of degree of MBA. This work has not been
submitted anywhere else for any other degree/diploma.

Date..
Place

Declaration by:
(NITEESH BHARDWAJ)
MBA 3RD SEM Student
Batch: (2010-12)

ACKNOWLEDGEMENT

No assignment can be completed without the help of many, many individuals. Hence;
thanks and gratitude are owed to all of them for help in various ways in completion of
this assignment. I am highly thankful to Col. C.D Sharma, Dean -F.M.S, MAIET to
take this opportunity through which I got the chance to make a report on TO
ANALYSE MARKET POTENTIAL WITH REFERENCE OSWAL SOAP GROUP.
At the outset I would like to thank Mr. Satish jain (marketing manager) for
providing me continuous guidance & support and for their valuable inputs during the
course of my project.
I would like to express my sincere and deep felt thanks to our faculty guide Mr. Ajay
Deroliya and other faculty members for encouragement, advice and strong support
in every manner to make this report up to the mark. I am also thankful to my parents
for cooperating and helping me to completing project by their valuable suggestions.
I am also indebted to my friends for their constant help and contribution by providing
oversight and critique, in their special areas of interest that influenced this. It was
such a great experience to interact with people and to get their view.
Finally I would like to thank all those who have either directly or indirectly helped me
in my 45 days project.

NITEESH BHARDWAJ

PREFACE

Classroom teaching helps the student by making conceptual base clear, but on the
job training is a way, which helps the students to get the applied knowledge of the
concept. Normally the students are not aware of the actual requirement of practical
field, keeping in view this fact; project study has been established to make the
students acquainted of actual difficulties that are to be faced in the demanding
corporate sector.
Project Study at Oswal soap group has given me a great experience. I was
required to prepare a Project report on the topic To Analyse market potential with
reference Oswal soap group. The managers of marketing department helped me
a lot to prepare this report.

FOCUS OF THE PROJECT

The project is structured for the purpose of getting good insight of, Oswal soap
group.
The Projects Focus On the market condition of oswal soap group & its growth
opportunities.
5

This project also focuses on customer preferences & dealer preferences about
soap & their image about the company.
The project is being made as a part of Project Study and gives good insight of the
topic covered under it.
The objective of the project is to Analyses customers expectations and customer
satisfaction level mapping.
The research had existing customer survey. Simple Random sampling was used
for this purpose.

CONTENTS
PAGE NO.

1) HISTORY OF SOAP

008

2) OSWAL SOAP INDUSTRY BACKGROUND

011

3) COMPANY PROFILE

012

4) OSWAL SOAP GROUP PRODUCT

013

5) MANUFACTURING PROCESS OF SOAP

019

6) SALES NETWORK

023

7) COMPETITIVE COMPANIES AND THEIR PRODUCTS

026

8) OBJECTIVE OF STUDY

028

9) SCOP OF OBJECTIVE

029

10) RESEARCH METHODOLOGY

030

11) LIMITATIONS OF STUDY

033

12) SWOT ANALYSIS

034

13) SUGGESTIONS

048

14) APPENDIX

049

15) BIBLIOGRAPHY

053

HISTORY OF SOAP

Soaps have been known for at least for 2,300 years. The Phoenicians prepared it
from goats fellow & woods ashes in 600 B.C. & it has been used as an article of
barter. Soap was also known in roman empire. Earlier soap was used as a medicine
& its use as for washing & cleaning was not recognized until the second century.
After Christ the first English soap maker appeared. At the end of 12th century in
British soap makers had to pay tax in London & this high tax was abolished in 1853.
Early soap makers probably used ashes & animal fats. The soaps were made by
boiling & evaporating the mixture of plant ashes containing Potassium Carbonate, fat
& water.
7

But now a days, hot caustic alkali solution such as Caustic Soda, acts on natural fats
or oils such as vegetable oil to produce sodium fatty & salt (soap) & glycerin. The
saponification reaction is the basis for all soap making of industrially produced fatty
acid are used in place of natural fats then the water is produced instead of glycerin.
The major raw material for soap manufacture are fat & alkali. Other substances,
such as optical brightness, water softness (like ethylene diamine tetracetic acid) and
abrasives are often used to obtain specific characteristics. All the techniques used
for manufacturing soap require heat.
The various processes used for manufacturing the soaps are boiling process,
continuous soap making - the hydrolyser process, cold and semi boiled process and
in the last are finished operations.
Soap is a basic consumer need and have an age old tradition. Our ancestors
obtained the basic chemical reactions which occur in modern soap-making simply by
combining fat remnants with wood ashes. Continuing scientific discoveries and social
changes, over the year been greatly responsible for the developments that have
taken place in the industry since, and brought soap, once a luxury, within the reach
of everyone.
Soap is a combination of animal fat or plant oil and caustic soda. When dissolved in
water, it breaks dirt away from surfaces. Through the ages soap has been used to
cleanse, to cure skin sores, to dye hair, and as a salve or skin ointment. But today
we generally use soap as a cleanser or perfume.
The exact origins of soap are unknown, though Roman sources claim it dates back
to at least 600 B.C. , when Phoenicians prepared it from goat's tallow and wood ash.
Soap was also made by the Celts, ancient inhabitants of Britain. Soap was used
widely throughout the Roman empire, primarily as a medicine. Mention of soap as a
cleanser does not appear until the second century A.D. By the eighth century, soap
was common in France, Italy, and Spain, but it was rarely used in the rest of Europe
until as late as the 17th century.
Manufacture of soap began in England around the end of the 12th century. Soapmakers had to pay a heavy tax on all the soap they produced. The tax collector
locked the lids on soap boiling pans every night to prevent illegal soap manufacture
after hours. Because of the high tax, soap was a luxury item, and it did not come into
common use in England until after the tax was repealed in 1853. In the 19th century,
soap was affordable and popular throughout Europe.
Early soap manufacturers simply boiled a solution of wood ash and animal fat. A
foam substance formed at the top of the pot. When cooled, it hardened into soap.
Around 1790, French soap maker Nicolas Leblanc developed a method of extracting
caustic soda (sodium hydroxide) from common table salt (sodium chloride),
replacing the wood ash element of soap. The French chemist Eugene-Michel
Chevreul put the soap-forming process (called in English saponification) into
concrete chemical terms in 1823. In saponification, the animal fat, which is
chemically neutral, splits into fatty acids, which react with alkali carbonates to form
soap, leaving glycerin as a by-products. Soap was made with industrial processes by
8

the end of the 19th century, though people in rural areas, such as the pioneers in the
western United States, continued to make soap at home.

10

OSWAL SOAP INDUSTRY BACKGROUND

OSWAL SOAP is a renowned company engaged in the manufacture and export of

Detergent Soap, Detergent Powder, Clinging Powder, Dish Wash Tab Soap, Cakes,
Laundry Detergent, Laundry soaps, Bathing Bars, Tea, Herbal Mehndi and Spices,
based in pink city Jaipur (Raj.) India since 1956.
The company has been consistently delivering quality products for more than five
decades now. It has been catering to an ever growing demands of elite companies
from all across the globe.
Our products are of superlative quality coupled with high product consistency. Driven
by the belief that innovation begets leadership, the group is committed to providing
technical & customer support to facilitate the formation of new product concept.
Combined with this the companys strength lies in promptness of shipment &
reliability of maintaining schedule.

11

FOUNDER OF OSWAL SOAP:-

LATE DESHRAJ JAIN

PUNCH LINE:-

WE ARE STRONG AT ENSURING TIMELY DELIVERY OF BULK ORDERS.

12

COMPANY PROFILE

COMPANY PROFILE:-

Business Type :

Manufacturer / Wholesaler/Distributor / Supplier

Products Distributing, Manufacturing and Supplying :

Soap, thandai, mehndi, mirch powder, dhaniya powder, haldi
Powder, cleaning powder.

Contact Information:-

Company Name

Oswal Soap

Address

PUROHIT PADA, BRHAMPURI, Jaipur - 302013, Rajasthan,

India

Phone No

91-141-2671053/2569982

Fax

91-141-2673041

Contact Person

Mr. Sourav Jain (manager)

13

OSWAL SOAP GROUP PRODUCTS

Oswal Apparel Perfume:-

We offer high quality oswal apparel perfume.

Oswal Beauty Soap: -

We offer high quality oswal beauty soap.

14

Oswal Spices:-

We offer high quality oswal spices.

Oswal Cleaning Powder:-

We offer high quality oswal cleaning

powder.
Oswal Dish Wash Tub Soap:-

A concentrated dish wash tub soap that cares for your dishes.

15

Oswal Heena:-

Make a paste of henna in a container

Soak the paste for a minimum of 3 to 4 hrs.

After using Henna, please do not use soap and water for at least 2 hrs. For
best results.

Apply the henna as per design on hands and feet.

Oswal Soap:-

We offer high quality oswal soap, it is a pure vegetable oil product.

16

Oswal Soap Flax:-

A concentrated soap flax that cares for your clothes, hands & pocket.

Machine wash:add 2-3 handful of oswal flakes in machine, run the machine unloaded for 3-4
minutes so that all the flakes are dissolved in water.
Now run the machine as usual.
Hand wash:>> dissolve one handful of flakes in a buckets of luke warm water.
>> scrub the clothe with your hand in oswal flakes solution squeeze out.
Free from tallow (Animal fats):best for all types of clothes (cotton, silk, wool, acrylic) its use will maintain the natural
finish and soften of your garments.
oswal flakes are not harmful to your skin or clothes.

17

Oswal Detergent Powder:-

A concentrated detergent that cares for your clothes, hands & pocket.

Concentrated much less quantity is required because it dosent contain fillers,

hence is economical
Optical brightener anti-greying agent keep clothes look like new.
specially formulated not to harm clothes & hands.

Water conditioners increase cleaning power.

Anti corrosive agent protects washing machine.

Gives ultra whites, good for coloured too.

Oswal Tub Soap:-

A concentrated soap that cares for your clothes, hands & pocket.

18

Oswal Warmi Compost:-

We offer high quality oswal warmi compost.

Oswal Washing Powder:-

A concentrated washing that cares for your clothes, hands & pocket.

Shree Oswal Sharbat:-

We offer high quality shree oswal sharbat.

19

MANUFACTURING PROCESS OF SOAP

Raw Materials:Soap requires two major raw materials: fat and alkali. The alkali most commonly
used today is sodium hydroxide. Potassium hydroxide can also be used. Potassiumbased soap creates a more water-soluble product than sodium-based soap, and so it
is called "soft soap." Soft soap, alone or in combination with sodium-based soap, is
commonly used in shaving products.
Animal fat in the past was obtained directly from a slaughterhouse. Modern soap
makers use fat that has been processed into fatty acids. This eliminates many
impurities, and it produces as a by product water instead of glycerin. Many vegetable
fats, including olive oil, palm kernel oil, and coconut oil, are also used in soap
making.
Additives are used to enhance the color, texture, and scent of soap. Fragrances and
perfumes are added to the soap mixture to

The above illustrations show the kettle process of making soap.

cover the odor of dirt and to leave behind a fresh-smelling scent. Abrasives to
enhance the texture of soap include talc, silica, and marble pumice (volcanic ash).
Soap made without dye is a dull grey or brown color, but modern manufacturers
color soap to make it more enticing to the consumer.

The Manufacturing Process:The kettle method of making soap is still used today by small soap manufacturing
companies. This process takes from four to eleven days to complete, and the quality
of each batch is inconsistent due to the variety of oils used. Around 1940, engineers
20

and scientists developed a more efficient manufacturing process, called the

continuous process. This procedure is employed by large soap manufacturing
companies all around the world today. Exactly as the name states, in the continuous
process soap is produced continuously, rather than one batch at a time. Technicians
have more control of the production in the continuous process, and the steps are
much quicker than in the kettle methodit takes only about six hours to complete a
batch of soap.

The Kettle Process:Boiling

(1) Fats and alkali are melted in a kettle, which is a steel tank that can stand
three stories high and hold several thousand pounds of material. Steam coils
within the kettle heat the batch and bring it to a boil. After boiling, the mass
thickens as the fat reacts with the alkali, producing soap and glycerin.
Salting
(2) The soap and glycerin must now be separated. The mixture is treated with
salt, causing the soap to rise to the top and the glycerin to settle to the
bottom. The glycerin is extracted from the bottom of the kettle.
Strong change
(3) To remove the small amounts of fat that have not saponified, a strong
caustic solution is added to the kettle. This step in the process is called
"strong change." The mass is brought to a boil again, and the last of the fat
turns to soap. The batch may be given another salt treatment at this time, or
the manufacturer may proceed to the next step.
Pitching
(4) The next step is called "pitching." The soap in the kettle is boiled again
with added water. The mass eventually separates into two layers. The top
layer is called "neat soap," which is about 70% soap and 30% water. The
lower layer, called "nigre," contains most of the impurities in the soap such as
dirt and salt, as well as most of the water. The neat soap is taken off the top.
The soap is then cooled. The finishing process is the

21

Developed around 1940 and used by today's major soap-making companies,

the above illustrations show the continuous process of making soap.
same as for soap made by the continuous process.
The Continuous Process
Splitting
(1) The first step of the continuous process splits natural fat into fatty acids
and glycerin. The equipment used is a vertical stainless steel column with the
diameter of a barrel called a hydrolizer. It may be as tall as 80 feet (24 m).
Pumps and meters attached to the column allow precise measurements and
control of the process. Molten fat is pumped into one end of the column, while
at the other end water at high temperature (266F [130C]) and pressure is
introduced. This splits the fat into its two components. The fatty acid and
glycerin are pumped out continuously as more fat and water enter. The fatty
acids are then distilled for purification.
Mixing
(2) The purified fatty acids are next mixed with a precise amount of alkali to
form soap. Other ingredients such as abrasives and fragrance are also mixed
in. The hot liquid soap may be then whipped to incorporate air.
Cooling and finishing
(3) The soap may be poured into molds and allowed to harden into a large
slab. It may also be cooled in a special freezer. The slab is cut into smaller
pieces of bar size, which are then stamped and wrapped. The entire
22

continuous process, from splitting to finishing, can be accomplished in several

hours.
Milling
(4) Most toiletry soap undergoes additional processing called milling. The
milled bar lathers up better and has a finer consistency than non-milled soap.
The cooled soap is fed through several sets of heavy rollers (mills), which
crush and knead it. Perfumes can best be incorporated at this time because
their volatile oils do not evaporate in the cold mixture. After the soap emerges
from the mills, it is pressed into a smooth cylinder and extruded. The extruded
soap is cut into bar size, stamped and wrapped.
By products
Glycerin is a very useful by-product of soap manufacture. It is used to make
hand lotion, drugs, and nitro-glycerine, the main component of explosives
such as dynamite.

SALES NETWORK

23

Sale Network:JAIPUR :

UTTAM CHAND DESRAJ PUROHIT PADA

BRAHMPURI JAIPUR

UTTAM

JAIPUR

CHAND

DESRAJ

175,CHANDPOLE BAZAR JAIPUR

AJAY TRADING. CO.

JOHRI

DHRUV

TRADING

CO.

SURAJPOLE

ANKIT TRADING CO. SHASTRI NAGAR

INDER TRADING CO. V.K.I AREA JAIPUR

SHIVALI TRADING. CO. ROAD NO. 17

EIGHT BROTHERS SALES PVT.LTD

HEMANK

TRADING

CO.

KALWAD

AMOL TRADING CO. MALVIYANAGAR

JAIPUR

SURABH TRADING CO. KHATHIPURA

ROAD JAIPUR

EIGHT BROTHERS SALES PVT.LTD

ROAD JAIPUR

V.K.I AREA JAIPUR

SHRENIK TRADING CO. GOPALPURA

PRATAP NAGAR JAIPUR

MAHESH

BHAKROTA JAIPUR

JAIPUR

CO.

JAIPUR

BASANT

TRADING

NAGAR JAIPUR

BAZAR

MANDI JAIPUR

PRABHAT TRADING CO. SANGANER

JAIPUR

UTTAM CHAND DESRAJ 292,CHADPOLE

BAZAR JAIPUR

SANJAY TRADING CO. MANSAROVER

ADHINATH TRADING CO. VAISHALI

NAGAR JAIPUR

GAURAV TRADING CO. SODALA JAIPUR

OSWAL

SOAP

AGENCY

ADARSH

NAGAR JAIPUR

EIGHT

BROTHERS

SALES

PVT.LTD

VIDYADHAR NAGAR JAIPUR

JODHPUR:

BASNAT TRADING CO. MOTICHOWK JODHPUR

BASNT TRADING CO. MGH ROAD JODHPUR

MAKARANA:

BASANT TRADING CO. MAKRANA

KOTA:

BASANT TRADING CO GUMANPURA KOTA

HARYANA:-

24

GOMTI AGENCY TONK ROAD JAIPUR

OSWAL TRADERS NARNOLL HARYANA

JALANDHAR:

DEEPAK ENTERPRICE INDUSTRIAL AREA JALANDHAR

ALL AUTHORISED DISTIBUTER:

DAUSA GHANSHYAM DAS KAILASH CHAND

CHOUMU SINGODIYA DISTIBUTERS

NIWAI SURESH CHAND RAHUL KUMAR JAIN

KHANDELA JAMNALAL PUNAM CHAND JAIN

ALWAR VIVEK AGENCY

TONK NAVNEET AGENCY

THANAGAJI ANIL AGENY

MANOHARPUR SUNIL AND SONS

CHAKSU SHREE BALAJI AGENCY

DUDU NARSINGH LAL BHAWAR LAL JAIN

SHAMBAR KAMLA ENTER.

VIRAT NAGAR SHARMA AGENCY

BAGRU TIRUPATI STORE

TUNGA BADAYA STORE

TUNGA NATANI STORE

BASWA PANNA LAL NARESH KUMAR

BOWRAJ KAILASH KIRANA STORE

RAINWAL D.P.SARDA

RAINWAL GOPAL STORE

PHAGI SURENDRA KUMAR MANOJ KUMAR

GANGAPURCITY AGARWAL JANRAL STORE

NINDAR GOWANDAR JAGDISH

KEKDI HARISH JANRAL STORE

SIKAR KHANDELWAL CHAI BHANDAR

JOBNER KAMAL JENRAL STORE

25

LALSOTT HARI OM ENTERPRISES

LAWA JANKI LAL SOHAN LAL

MAHAVEER JIHINDON RAJESH & BROTHERS.

MAHWA RAMSWAROOP MOHAN LAL DUSAD

MALPURA KASLIWAL TRADERS

SUJANGARH NARAYAN PRASAD THOSNEEWAL

PIPLOO VIMALCHAND DHARM CHAND JAIN

BASSI SUNIL KUMAR BANWARI LAL

TODABHEEM GARGE AGENCY

AJMER TIRUPATI TRADERS

KOATKHAWADA GOVIND TREDERS

BIKANER RAMDEV PAN BHANDAR

DIDWANA BABAL ENTERPRISES

BISAU SHAYAM TRADERS

RINGAS GANPATI AGENCY

CHIRAWA BARGER LAKSHMI KIRANA STORE

SAWAI MADHOPUR NATIONAL SALES AGENCY

DIIGI GOYAL BRO.

KHOURA DEEPAK KIRANA STORE

GHUDAA CHADRA JI HARI MOHAN GAJANAND AGARWAL

HALENA GOPILAL MOTI LAL

HINGONIYA SHAMBHU KUMAR HITESH KUMAR

VATIKA SHARMA STORE

JHUNJHUNU VAISHALI DISTIBUTER

KOTPUTLI PRAKASH AGENCY

KAROLI KHANIYA LAL RADHESHAYAM

LOSAL OM PRAKASH AGARWAL

SAPOTRA MANOJ AND SONS.

FATHEPUR SHIVRATAN BHAGADWA TR. CO.

NAGAUR MUSKAAN ENTERPRISES

26

RANWAL MAJI MAHESH PAN BHANDAR

RANWAL MAJI PRAM CHAND PRASANG KUMAR

NARENA SUSHIL FANCY STORE

RAJGARH RAMRATAN & SONS.

BANDIKUE SHAYAM JARAL STORE

SHIVAD DINESH SALES AGENCY

LADNU SANA MARKETING

DANTA VAIBHAV AGENCY

AJITGARH KANDA SALES CORP.

PACHVAR SHANTI LAL RAJKUMAR

SHIVDASPURA JAISWAL TRADERS

PAWTA VIMAL STORE

COMPETITIVE COMPANIES AND THEIR PRODUCT

27

Himalaya Drug Company (bath soaps)

Nature'S Essence Pvt. Ltd. (beauty products, skin care products, creams, hair
care products, cleansers, toners, scrubs, moisturi)
J. N. Oil & Chemicals (home care products, toilet cleaner, tile cleaner, marble
cleaner, kitchen cleaner, mr. hatric kitche)
Mahavir Chemical Industries (liquid soap)
Spac Aromas (perfumery compounds, flavoring essences, alcoholic drinks
essences, agarbatthis essences, candles)
Arunodaya (bed sheets, quilts, durries, toilet soaps, herbal soap, shirts, kurta
pyjama, food products, handmad)
Quality Soap Industries, Bengaluru
Aura Lab
Bharat Chemicals
Rcm Business Private Limited
Laxmi Soap Factory
Goodearth Industries
Mangalam Agro Products Limited

Related Products:-

28

Moisturizing Soap

Liquid Hand Soap

Toilet Soap

Laundry Soap

Shot Out

Toilet Soap

Hand Sanitizer

Sheelon

Liquid Hand Soap

Hand Wash Anti
(Gen.Purpose)(5 ltr) Ceptic 200 ml

Hand Wash Soap

(Gen. Purpose)
(50ltr)

Hand Wash Anti

ceptic (220 ltr.)

Soap

Skin care
Transparent Soap

Skin Transparent
Soap

Skin care Soap

OBJECTIVE OF STUDY
29

The main objective of the project was as follows:

To find out the market position and brand image of OSWAL SOAP at
Jaipur.

To study the behavior of consumers.

Getting an insight of the management support and services provided to

the dealers and retailers.

It was done with the help of questioner, survey and current information of the
company and taking into consideration the current market scenario of the soap
industry at Jaipur.

30

SCOPE OF THE STUDY:

The research had been conducted in Jaipur in the month june 2011.The
researcher contacted dealers, retailers, masons and common people in different
areas of Jaipur city for fieldwork. The researcher not only partially fulfilled his
requirement of MBA degree program but also learned a lot in the field of marketing
research. The researcher has got an opportunity of implementing his theoretical
knowledge of management curriculum in practical life.

RESEARCH METHODOLOY
31

The researcher divided the jaipur city in different areas and then conducted the
research, covering all the segments available in the designated area.
The research was designed to know about the current soap market scenario at
Jaipur and dealers & retailers perception about the soap they sell and also know
about the perception of consumers about the soap they use .

Type of Research

Descriptive

Type of Data

Primary

Method of Data collection

Survey

Research Instrument

Structured Schedule

Sampling Method

Quota Sampling

Sample Size

100

Sampling Unit

Dealers / Retailers (30), Consumer (70)

DATA COLLECTION
There are two types of data required for this project:

Primary Data

Secondary Data

PRIMARY DATA
32

The primary data has been collected by survey method using the questionnaire. The
questionnaire is consisting of 7 questions for dealers & retailers and 7 questions for
consumer, well thought as well as directly related to the topic. The question of
questionnaire is closed ended. This is the most economical, efficient & effective way
of collecting primary data. It yields a wide range of information on various characters
like attitude, opinion, motive & behaviors.

SECONDARY DATA

1. Fact sheets of oswal group

2. Internet

Steps taken to target and convince my prospective client are:

33

 Product and Company orientation

Preparation of presentation
Identification of prospective client
Approach to prospective client
Preliminary visit of concerned person
Customization of presentation
Demonstration of product
Handling the queries
Closing deal
Feedback
Recommendation and findings
Conclusion

34

LIMITATIONS OF THE STUDY

1. Limited experience of the researcher in the field of research may

cause some errors.
2. Lack of proper response from some of the retailers.
3. Time and money limit were also major constraints for market
survey.

35

SWOT ANALYSIS

Oswal group stated mission is Committed to manufacture products and

render services of excellent quality in order to meet customer requirements
and expectations.
Some of our strengths that make us a reliable business partner to work with are Quality products

Experience and sophisticated infrastructural

facilities

Customization

Proven record of timely supplies

Competitive prices

Customer focused approach.

A trustworthy name since 1956.

OSWAL soap group established a dedicated quality control division which ensures
hygienic and high-grade production. They follow the industrial standards and there is
a rotating cycle of quality controlled manufacturing process. At every step of
manufacturing, the quality of the manufactured products are being checked by the
quality controlled officers.
We are committed to achieve excellence in all our products and services. The
company has a long standing tradition of maintaining the high quality standards, right
from the selection of raw materials to processing, packaging and final delivery of end
product to customers.
The company has set up a full-fledged Quality Control and R&D department to
continually improve the quality of existing products and to develop new products that
36

can meet the growing demands of its ever increasing clientele. Refining and revising
of processes is a major strength of our R&D team.

Weaknesses

Less dealer incentives as compared to its competitors.

Color of the soap has not been perceived greatly, pink color was preferred the
most.

Poor advertising and brand promotion.

Need for Advertising

Cement

has evolved into a highly commoditized product category. Due to

competitive pricing within the industry, there was not much differentiation among
the various brands on offer.

People too did not pay much attention to this product unless there was a need.
Hence people who were currently making their houses or were soon to embark
on such a project became the target market.

Because of the product being commoditized, there was a need for differentiation
for which there was made some changes in the form of the product.

Opportunities

North zone boom will lead to increased demand.

International expansion.

Demand from east side.

37

Reduction in customs duties.

Governments thrust on infrastructure and tax incentives on housing loans.

Threats

Increased competition from domestic as well as international players.

Rising input prices.

Sales highly dependent on customer.

Growth of counterfeits.

CUSTOMER SATISFACTION RESEARCH

Customer satisfaction Research can help the organization optimize the
relationship with consumer. Utilizing a professionally designed and administered
customer feedback survey can help to measure the following things:

Measure customer satisfaction levels

Improve customer retention

Gauge interest in new products and service

offerings

Pinpoint areas for process improvement

38

Get actionable feedback at an affordable price

The importance of customer satisfaction cannot be underestimated. After all,

customer satisfaction can impact every aspect of your business from earnings to
stock profits. That is why customer satisfaction surveys are so important.
Customer satisfaction surveys measure and evaluate the attitudes, opinions and
satisfaction levels of your customers and clients.
Customer satisfaction surveys identify areas of your business that do not meet
customer expectations. Not only are customer satisfaction surveys quick and
inexpensive to produce, they are also guaranteed to yield invaluable results.
Companies

can

then

use

the

data

to

implement

and

revise policies and procedures.

Customer satisfaction surveys can be an important first step towards
achieving the ultimate goals of exceptional customer satisfaction, loyalty
and retention.
They

provide

foundation

in

which

you

can

start

building

upon your customer relationships.

A customer satisfaction survey encourages your clients and customers to give your
business vital feedback on issues that can affect customer retention, including:

Overall satisfaction
Product specific satisfaction
Brand perception
Pricing
Timeliness of delivery
39

 Customer service satisfaction

Interest new products and services

Customer Satisfaction is process by which company can reduce price

sensitivity, reduced switching to competitors, increased referrals and increased
repeat purchase. These are the starting benefit of customer satisfaction. If a
company customers are satisfied it is a asset for company.
According to a research 80%profit is generated by only 20% satisfied
customer. If customer is satisfied than the other expanses will less for the company.
It creates profit for the company.

SURVEY REPORT RESULT :Method of Data collection

Survey

Research Instrument

Structured Schedule

Sampling Method

Quota Sampling

Sample Size

150

Sampling Unit

Dealers / Retailers (80), Consumer (70)

(A.) BRAND IMAGE OF OSWAL:-

Good

30%

Average

60%
40

Below Avg.

10%

(B.) ABOUT THE COMPANY SERVICE:-

Good

75%

Average

20%

Below Avg.

05%

41

(C.) ABOUT THE ADVERTISEMENT STRATEGY:-

Ads. on t.v.
Ads. in news paper
Wall painting
hoardings
other

75%
20%
01%
02%
02%

42

(D.) ABOUT THE COMPANY MARKET POLICY:-

Good

20%

Average

35%

Below Avg.

45%

43

(E.) SATISFACTION ABOUT SALES PROMOTION EFFORT OF COMPANY:-

yes
No

60%
40%

44

(F.) SATISFIED WITH THE COMPANY SERVICE:-

yes
no

60%
40%

45

(G.) RESON FOR PREFERING THIS BRAND:-

Brand image
Price
Quality
Availability

50%
10%
20%
18%
46

other

02%

(H.) STASFIED WITH THE RESULT:-

yes
No

60%
40%

47

(I.) RESON BEHIND THE DISSATISFACTION:-

48

Low quality
High price
Other

20%
60%
20%

49

SUGGESTIONS

Dealers and retailers must be regularly visited and for that Marketing Staff
must be immediately increased.

Aggressive marketing must be followed in the market rather than lagging

behind the competitors.

Technical

service

staff

must

be

increased

in

order

to

satisfy

dealer/retailer/consumer problems.

Ad media/print material must be substantially increased which is at present

is far less than the competitors.

Dealers margins must be increased so that they are motivated to become

our constant dealer.

Marketing policies and strategies needs a major change to push the sales
because due to loose marketing policies, many potential dealers and
retailers are shifting towards the competitors in last one year.

Proper flow of information in the market should be ensured i.e. from

company to the target market.

The promotion material circulated by the company should also have mention
of such dealers and retailers.

Company should concentrate more on the contractors and masons, as they

are the strong influencers in the decisions making of the consumers.

More emphasis should be given on building the relationships with the

customer.

50

:-

www.oswalsoap1956.com

:-

Online networking and query solution.

51

APPENDICX
QUESTIONNAIRE:1. What do you think about the brand image of oswal?
(a) good

(b)average

(c) below average

2. What do you think about companys service?

(a) good

(b)average

(c) below average

3. Which advertisement strategy do you suggest to the company to be

adopted ?
(a) Ads. on T.V.
(d) Hoardings

(b) Ads. in News Paper

(e) Other

(c) Wall Painting

4. What do you think about companys current market policies?

(a) good

(b)average

(c) below average

5. Are you satisfied with sales promotion efforts of company?

(a) yes

(b) no

6. Are you satisfied with the service of dealer / retailer?

(a) yes

(b) no

52

7. Why do you prefer this brand?

(a) Brand Image

(b) Price

(d) Availability

(e) Other

(c) Quality

8. Are you satisfied with the result?

(a) Yes

(b) No

9. If dissatisfied. What is the reason of it?

(a) Low Quality

(b) High Price

Date: -

(c) Other

Signature: -

53

BIBLIOGRAPHY

BOOKS:Cavitch, Susan M. The Natural Soap Book: Making Herbal and VegetableBased Soaps. Storey Communications, 1995.
Maine, Sandy. The Soap Book: Simple Herbal Recipes. Interweave Press,
1995.
Spitz, Luis, ed. Soap Technologies in the 1990s. American Oil Chemists
Society, 1990.

54

OTHER:About Soap. Procter & Gamble, 1990. (513) 983-1100.

Sheila Dow

Internet
1) www.oswalsoap1956.com
2) www.google.com
3) www.IPPE.com

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