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A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

PART-A
INDUSTRY PROFILE
Soap is one of the commodities which have become an indispensable part of the life of modern world. Since it is non durable consumer goods, there is a large market for it. The whole soap industry is experiencing changes due to innumerable reasons such as government relations environment and energy problems increase in cost of raw material etc. The changing technology and ever existing desire by the individual and the organization to produce a better product at a more economical rate has also acted as catalyst for the dynamic process of change. More and more soap manufactures are trying to capture a commanding market share by introducing new products. The soap industry in India faces a cut throat competition with multinational companies dominate the market. They are also facing severe threat from dynamic and enterprising new entrance especially during 1991-92. If we look back into the history of soaps & detergents, mankind knew about soaps nearly 2000 years back i.e. in 70 A.D. when Mr. Elder accidentally discovered the soap, when roasted meat over flowed on the glow in ashes. This lump like product was soap & had foaming & cleansing character. In 1192 A.D. the first commercial batch of soaps was made & marketed by M/s Bristol soap market in London, from there in 1662A.D. the first patent for making soap was taken in London. The world consumption of soap in 1884A.D. was said to be 2lakh tonnes p.a.

History of the soap:


Soap manufacturing was started in North America. Some American companies with well known names were started 200 years ago.

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A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

During middle age soap was made at various places in Italy, France, England & other countries. France became famous & many small factories were established there. In India the first soap industry was established by North West soap company in1897 at Meerat following the swadeshi movement. From 1905 onwards few more factories were setup.

They are, Mysore soap factory at Bangalore Godrej soap at Bombay Bengal chemicals Tata oil mills 1930 lever brothers company

The Indian soap industry scenario:


The Indian soap industry has long been dominated by hand full of companies such as: 1. Hindustan levers limited. 2. Tata oil mills (taken over by HLL) 3. Godrej soaps private limited. The Indian soap industry continued to flourish very well until 1967-68, but began to stagnate & soon it started to recover & experienced a short upswing in 1974. This increase in demand can be attributed due to; 1. Growth of population. 2. Income & consumption increase. 3. Increase in urbanization. 4. Growth in degree of personal hygiene. Soap manufacture has two classifications, organized and unorganized sectors. KSDL comes under organized sector.

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A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

Present status: Market scenario:


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

Problems of soap industry:


Soap industry faces some problems incase of raw materials. The major ingredients are soap ash, linear alkyl, benzene& sodium. Tripoli phosphate poses number of serious problems in terms of availability. The demand supply gap for vegetable oil is 1.5 to 2 lakh tons & is met through imports. In recent times, caustic soda and soap ashes in the cheaper varieties of soaps are quite high.

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A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

COMPANY PROFILE
Background & Inception of the company:
Karnataka soaps & Detergents Limited, a successor to the government soap factory, which is one of the premier factories among the Indian soap industries. After World War 1, there was a slump in the sandal wood export to the west. It dropped a blanket of gloom over business & trading in India. The Maharaja of Mysore turned this threat in to an opportunity, by sowing the budding seeds of KS & DL on the out skirts of Koti forest, near Bangalore in 1918. The project took shape with the engineering skill and expertise of a toplevel team with the inspection of the Diwan of Mysore Late Sir. M. Visvesvaraya & with the service of scientists late Sir S.G. Shastry, Professor Watson & Dr. Sub rough. The entire credit goes to Sir. S.G.Shastry, who improved & made the process perfect of manufacturing of sandalwood oil & world famous Mysore Sandal Soap. The factory was started a very small unit near K.R.Circle, Bangalore with the capacity of 100 tons p.a in 1918. Then, the factory shifted its operations to Rajajinagar industrial area, Bangalore in July 1957. The plant occupies an area of 42 acres (covering soap, detergent & fatty acid divisions) on the Bangalore-Pune Highway easily accessible by transport services and communication. In November 1918, the Mysore Sandal Soap was put in to the market after sincere effort & experiments were undertaken to evolve a soap perfume blend using sandalwood oil as the main base to manufacture toilet soap.

Renaming of company:
On Oct 1st 1980, the Government Soap Factory was renamed as KARNATAKA SOAPS AND DETERGENTS LIMITED. The company was registered as a Public Limited company. Today the company produces varieties of products in toilet Soaps, Detergents, Agarbathis and Talcum powder. KS&DL has been built up with rich tradition for the quality of its products. Mysore Sandal Soap is the No: 1 anywhere in the world. PGDMS&RC, SIT, TUMKUR Page 4

A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

The Karnataka state is the original home of the Sandal oil, which uses Original perfume sandalwood in the manufacturing of Mysore Sandal Soaps. It is also known as the FRAGRANT AMBASSADOR OF INDIA.

Trademark of Mysore sandal soap:


The SHARABHA

The carving on the cover is the Sharabha, the trademark of KS&DL. The Sharabha is a mythological creation from the puranas and embodies the combined virtues of wisdom, courage & strength, while it is illustrated in its unusual from the body of a lion with head of an elephant. It was adopted as an official emblem of KS&DL to symbolize the philosophy of the company. The Sharabha the symbolized power that removed imperfections & impurities. The Maharaja of Mysore has 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 & Detergents Limited.

Birds eye view of ks&dl:


1918 - Govt. Soap factory started by Maharaja of Mysore & the Mysore Sandal Soap was introduced into the market for the first time. 1950 - The factory output rose to find terms. 1. Renovating the whole premises. 2. Installing a new boiler soap building plant & drying chamber. 1954 - Received License from government to manufacture 1500 tons of soap & 75 tons of Glycerin per year. 1957-Factory shifted its operations to Rajajinagar industrial area. 1975- Rs3crore synthetic Detergent plant was installed based on Ballestra SPA (Italy) technology. PGDMS&RC, SIT, TUMKUR Page 5

A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

1981- a. Production capacity was increased to 6000 tons. b. Rs.5 crore Fatty acid plant was installed with technical collaboration 1992- The Board for Industrial & Financial Reconstruction, New Delhi in December for rehabilitation. 1996- The BIFR approved the Rehabilitation scheme in September. 1999- ISO 14001 Certificate pertaining to Environmental Management System. 2000- In May, the BIFR, New Delhi Declared the Company to be out of the purview. 2004- The company launched Herbal Care Soap.

Vision, mission and quality policy:


Vision: Keeping pace with globalization, global trends & the States policy for using technology in every aspect of governance. Ensuring global presence of Mysore Sandal products while leveraging its unique strengths to take advantage of the current Tech scenario by intelligent & selective diversification. Secure all assistance & prime status from Government India all Tech alliances. Further, ensure Karnatakas pre-eminent status as a proponent & provider of Tech services to the world, nation, & private sectors. Mission: To serve the National economy. To attain self-reliance. To promote purity & quality products To maintain the Brand loyalty of its customers. To build upon the reputation of Mysore sandal soap based on pure sandal oil.

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A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

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

ISO 9001 quality policy:


KS&DL commits to customer delight through Total Quality Management & continues improvement by involvement of all its employees.

ISO 14001 environmental policies of ks&dl:


1. Is committed to preserve the natural environment in the production of its quality products to the satisfaction of its customer. 2. Will comply with all statutory & regulatory requirements pertaining to environment stipulated by both state & central authorities. 3. Would invite & implement action to reduce all impacts that are likely to be a source of concern to the environment. 4. Would strive & set an example in protection & promotion of an eco-friendly environment. 5. Is committed to prevent & minimize risks to the environment & conserve natural resources by waging a war against wastes. 6. Will motivate every employee of the company in preserving the environment by providing appropriate training. 7. Will make available a copy of environment policy, under environment Management system on a written request to its manager (Environment & Policy)

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A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

PRODUCT PROFILE
KS&DL is the true inheritor of golden legacy of India. Continuing the tradition of excellence for over eight decades, using only the best East Indian grade Sandalwood oil & Sandalwood soaps in the world. The products produced at KS&DL are the Soaps, Detergents, Agarbathies and Sandalwood oil.

Product range from the house of Mysore sandal soap:


a. Mysore Sandal Soap (75gm,125gm & 150gm)

b. Mysore Sandal Baby Soap

(75gm)

c. Three-In-One Gift Pack (SJR) 3Tabs

(150gm Each)

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A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

d. Mysore Sandal Gold Soap

(125gm)

e. Mysore Sandal Gold sixer 6 tabs

(125gm Each)

f. Six-In-One Gift Pack- 6Tabs

(150gm Each)

g. Mysore Sandal Soap Bath Tablet Trio 3nos. (150gm Each)

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A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

Detergents:
KS&DL also manufactures high quality detergents applying the latest spray drying technology with well balanced formulation of active matters & other builders; they provide the ultimate washing powder. 1. Sansor Detergent Powder 2. Mysore Detergent Powder 3. Mysore Detergent bar 4. Mysore Detergent Cake (1kg/2kg) (1kg/500gms) (250gms) (125gms/250gms)

Agarbathis:
1. Mysore Sandal premium 8. Mysore sandal 2. Mysore Rose 3. Suprabath 4. Parijata 5. Venkateshwar 6. Ayyappa 7. Chandhana 9. Nagachampa 10.Mysore Jasmine 11.Bodhisattva 12.Durga 13.Alif Laila

Sandalwood oil:
In 5ml, 10ml,20ml, 100ml,500ml,2kg,5kg,20kg,and 25kg packing.

Powders:
1. Mysore Sandal Talk: Cooling & Healing, Fragrant freshness, Net. Wt 20gm, 60gm, 300gm and 1kg. 2. Mysore Sandal Baby Powder: Tender loving care for baby& Mummy. Net wt 100-400gms.

New products launched:


1. Wave Turmeric Soap. 2. Wave Hand Wash Liquid Soap. PGDMS&RC, SIT, TUMKUR Page 10

A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

3. Herbal Care Liquid Soap. 4. Agarbathies Mysore Sandal 3 in 1.

Competitors information and their market share:


HLL Godrej Procter & gamble Others 70% 4% 10% 5%

Work flow model:


SILOS (Silos are closed chambers) Soaps Noodles Container Mixer Simplex Plodder It becomes NOODLES Milling It becomes soap ribbons Duplex plodder Cutting Machine Cakes are led to Stamping Machine Wrapping machine PGDMS&RC, SIT, TUMKUR Page 11

A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

Led through the conveyor belt

Achievements / award:
1. Government of Karnataka Dept of Industries and commerce State Export Promotion Advisory Board. EXPORT AWARD 1974-75 2. Detergent Plant M/s Chemical Bombay have given 1st price for the year 1980-81 3. Geographical Indication GI-2005 4. ISO 9001-2000 in the year 1999 5. ISO 14001-2004 in the year 2000

Future growth and prospectus:


1. Introduction of anti-bacteria, herbal transparent soap, made out of 33 essential oil based perfume, Aloe Vera, Vitamin-E etc as additive and suitable for all types of skin and all seasons. 2. Improvement in existing products Mysore Sandal classic improved moisturizers & skin conditions. 3. Introduction of sandalwood powder in 50gms, 100gms to meet the growing demand for religious purpose. 4. Introduction of new higher powered detergent powder for institutional sales in bulk packaging. 5. To attain market leadership. 6. Introduction of new trade schemes to increase sales. 7. Aggressive advertisement and publicity as part of sales promotion. 8. Reduction in distribution expenses. 9. Cost-reduction in all areas. 10. Instant decision making in certain procurement activities. 11. Timely introduction and implementation of market driven decisions. 12. Ensuring effective internal control.

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A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

McKinseys 7S Framework
According to Waterman, organization change is not simply a matter of structure, although structure is significant variable in the management of change. Again it is also not a simple relationship between strategy and structure, although strategy is also a critical aspect. In their view effective organizational change may be understood to be a complex relationship between strategy, structure, system, style, skills & shared values. The first three elements-strategy, structure &system are considered the hardware of success. The next four style skills, staff, and shared values are called the software. The complex relationship is diagrammatically presented below;

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A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

Structure of organization:
i. Basis of departmentation
KS&DL is a manufacturing concern of moderately large size. We can see here functions wise departmentation. It facilitates effective utilization of manpower and resources and it is a simple, economical and reasonable organization pattern.

ii.

Levels of organization
The organization of KS&DL consists of 4 levels, they are Top level consisting of BODs and M.D Second level consisting of Directors of Finance and Special officers Third level consisting of senior managers, deputy managers and officers. Fourth level consisting of clerks, Assistants and Attendees.

KS&DL is Functional type of organization. Under this type of organization men with special abilities in a specialized function are employed. The hierarchy is represented as follows.

Functional departments of ks&dl


1. Human Recourse Department. (HRD). 2. Production & Maintenance Department.( P & M ) 3. Marketing Department. ( MKTG ) 4. Finance A/c & Audit Department.(Finance) 5. Material & Stores Department (MTLS & Strs). 6. Research & Development (R & D). PGDMS&RC, SIT, TUMKUR Page 14

A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

7. Foreign Trade (FTD). 8. Quality Control Department. 9. Welfare Department. Luther Gulick highlighted POSDCORB which stands for planning organizing, staffing, Directing, Coordinating, Reporting & Budgeting is the part of personnel management.

1. Human resource department: Cordial relation with Trade unions:


KSDL is trying its level best to ensure healthy & cordial relation with trade unions in all matters regarding industrial disputes & employee satisfaction.HRD is act as a mother as it ensures people are treated perfectly well & widening the scope of the employees. H R D performs lot of function in KSDL. 1. Recruitment 2. Implementing. 3. Training 4. Cordial relationship of Industry 5. Disciplinary matters 6. Performance appraisal 7. Employee safety etc

2. Production department:
KSDL has 3 main production plants: i. Fatty Acid Plant ii. Soap Plant iii. Detergent Plant

Fatty Acid Plant:


The basic raw materials, Oil & fats undergo the splitting & refining process including hydrogenation at the fatty acid plant.

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A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

It is also obtained & used for soap making. The plant has a capacity to process 10,000mt of oils 1 fat.

Soap Plant:
The soap plant is one of the largest production plants in the country with an installed capacity of 26,000 tones per annum. KSDLs soap plant has its uniqueness that it has the capacity to process as many as ten different varieties of soap simultaneously. The sophisticated plant from Italy has a wholly integrated straight line facility that links up process sequence for higher productivity. It is a stream line flow through right from raw material preparation to wrapping stage the line collation with the built in facility for continuous fat bleaching & saponification.

Detergent Plant:
It has installed capacity of 10,000 tones per annum. To produce spray dried, powder & a syntax plant for detergent cakes & bars. It produces industrial detergent which is used in the formulation of wettable pesticide powders for crop protection.

3. Marketing department:
The company main products are soaps & detergents which are sold in different parts of India. There are depots at various places of the country which are controlled by seven branches. The role of each branch is to ensure that sales activities coming under their control. ORG: Operational Research Group report main source of marketing research private agency which study the competitors consumer demand, market etc that generates the report.

Branch
1. Bangalore 2. Chennai 3. Hydrabad PGDMS&RC, SIT, TUMKUR

Depots
Hubli, Raichur Chennai, Salem, Madurai, Cochin Hyderabad, Vijayawade, Ananchapur Page 16

A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

4. Mumbai 5. Calcutta 6. Delhi

Bhiwandi, Ahmadabad, Pune Cuttack, Patna, Gauhati Delhi, Jaipur, Jullundur

Channel of Distribution:
KSDL manufactures their products i.e. soaps & detergents. After this sent to various distribution points through agents. The stockiest sells to various retailers hence it reaches to the consumers.

Manufacture (KSDL)

Agents

Stockiest (Wholesalers)

Retailer

Consumers

As the company markets their products, it ensures that there is proper description of their product & its distinct features. So that the consumer can be position to understand its components.

Exports:
KSDL export their products to different parts of world they are: Australia Berlin Canada Czechoslovakia France Germany Italy Kenya Malaysia Saudi Arabia Singapore Africa Srilanka USA Japan UK Taiwan Holland

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Functions of Marketing Department:


1. Marketing Mix : It is the policy adopted by the manufactures to get success in the field of marketing 2. Product Policy: It includes both the turns of development & improvement produced and existing products. This all totally done by KSDL both marketing & R & D department. 3. Distribution Policy: The manufactured product of KSDL is supplier to the factory depots. There are various depots in various states & stored there. 4. Sales & Promotion: The drawback is poor advertising & sales promotion. 5. Packing: Uses different materials for different products, card board boxes synthetic covers. 6. Market Share: The KSDL production strategy is more expensive when compared to other product. At present co, holding market share of 18% in south India & 8% throughout India basis for premium soaps.

4. Finance, accounts, auditing departments:


Finance: It is the life blood of every organization. It is concerned with managerial decision making. This department is concerned with proper utilization of cash. It identifies the source of finance where to borrow i.e. ICICI, IRBI, IDBI, Corporation bank etc. It has abundant of function which can be enumerated as follows: Effective funds management which is inverted in beneficial projects. Decision making regarding fixing of cash account. Obtaining trade credit. Profit Maximization. Wealth Maximization. Preparation of cash budgets. Systematic approach to working capital management. Page 18

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A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

Pricing of raw materials & valuation of stores. To protect financial interest of the company. KSDL audit wing is headed by interval auditor. Auditing is vital for the

Audit department: company as it facilitates verifying of all the books of a/c by trial balance, it also comply with requirements for central excise & income tax purposes. After the Auditors monitor everything they give report which is helpful to the company. Costing: When a company does costing it ensures proper fixation of selling price of the product, cost control it also help in taking decision. KS&DL use process costing as the production mechanism is systematic it involves addition of a lot of ingredient in the manufacturing

5. Material department:
Materials are obtained at right time, right quality at right place from right source &at right cost which leads smooth flow of production. It has been divided into 5 sections: Oil & fats section Perfumery & aromatically section Packing materials section Chemical section Miscellaneous & Engineering stores section

Objectives:
Maintaining continuity of flow of materials Effective control of inventories Coordination Growth of the organization Maintaining ethical organization

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6. Research development & quality control:


KS&DL its full fledged quality control & R&D single mindedly pursue quality enhancement. Both departments are headed by highly qualified professionals, committed to developing products that keep place with customers changing needs & perceptive. When doing Research they have a target which they get benefits & it enables the company to forecast the future.

Aim:
1. Product process development. 2. Product process improvement. 3. Cost reduction 4. Alternative raw materials 5. Slow moving & non moving inventory reduction 6. Technical advice to the management. Quality plays a very important role in KS&DL majority of the products are consumer goods. So it must satisfy the consumer expectation. i. KS&DL as 2QC division ii. Raw material QC division iii. Production QC division

Objective:
1. To maintain customer satisfaction at optimum level. 2. To retain perfumery content throughout it uses. 3. To maintain standard weight, size &finishing. 4. To improve the existing production 5. To adopt new methods of product development 6. To provide technical support for marketing department PGDMS&RC, SIT, TUMKUR Page 20

A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

7. To make improvement in the process of production 8. To administer & maintain technical library

7. Stores department:
KS&DL has well- managed stores department for each of the three divisions viz, soaps, detergent & fatty acid division in the factory, there are separate miscellaneous stores department for raw material, finished goods and tools.

Objectives:
Assuring the availability of raw material at right quantity. Maintenance of adequate, but not excessive storage of materials at all time. Maintenance of economical and uninterrupted flow of production activities and finally to ensure minimum blockage. Achieving maximum efficiency in production and sales with least investment in inventory.

Types of stores:
Perfumery stores Chemical stores. Packing material stores& Oil & Fats Stores& Finished goods stores.

8. Storage department:
In KS&DL there are about 8 stores namely: 1. Packing Materials 2. Engineering Goods 3. Perfumery Stores 4. Oil & Fatrs Stores 5. Detergent finished goods stores 6. Fuel & Serviceable stores

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A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

These stores play a great role in maintaining of required stock. It also facilitates maintenance of suitable store organization structure. It monitors the procedures of the receipt. Materials are issued on the basis of FIFO.

9. Welfare department:
KS&DL welfare department can be classified into 3 sections namely, 1. Statutory 2. voluntary 3. Non statutory

a) Statutory :
KS&DL welfare association is based on employees contributions, interest carved. Canteen facility First aid Provident Fund

b) Voluntary benefit :
workers education class conducted by the central board Inspection of fittings Dust nuisance Toxic gas nuisance

c) Mutual :
Employees get 2 pair of uniform & a pair of shoes for every year & Cultural Recreations, Leave facilities. Employees Co-operative society which give loan on credit.

10. Maintenance department:


Effective maintenance is the goal of the company. The areas of maintenance are: Mechanical Maintenance Electrical Maintenance Civil Maintenance

Proper maintenance results to: PGDMS&RC, SIT, TUMKUR Page 22

A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

Reduction of overload Cost Reduction Greater Safety of equipment & workers Delivery schedule is maintained.

This department contributes also working progress of the company.

Skills:
The term skills includes those characteristics, which people use to describe a company. Organization have strengths in a number of area but their key strengths are dominant skills are few. These are developed over a period of time of the result of the interaction of a number of factors performing certain tasks successfully over a period of time, the kind of people in the organization, the top management style, structure, the management systems, the external environmental influence etc. Hence when organization makes a strategic shift it becomes necessary to consciously build new skills. Employees skills in an organization will be unique, this may be due to their experience in the place of work, and the similarity may also due to influence of the similar culture. However every person according to his traits possesses his own talents and special characters. This cannot be generalized skill among them. The employees of KS&DL have different skill, which are relevant for their work. As it is common in big organizations, the controversies between departments which can be solved by discussions and by conducting some interactive programs.

Style of management:
Decision-making is centralized with the head office. Authority is given to unit in-charge to take decision in day-to-day minor matters & other urgent matters. Decision-making depends on the authority & responsibility conferred on each individual & thus its distributed based on designation & position held. In important matters, meetings are held to seek opinions of top management & various department manager & the decisions are taken & implemented. PGDMS&RC, SIT, TUMKUR Page 23

A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

Decision-making is co-ordinate & done with wide consultations of top management of department managers consultation which gives best possible gains.

Strategy:
Strategic planning is about asking questions, more than attempting to answer them. Strategy formulation entails a search for a different frame of reference. It is the quest for a new business paradigm. There are two types of paradigms that apply to management, namely the business and the organizational or managerial paradigms. The business paradigms define a companys position in the market place with respect to customers, technology and products. Strategy is a choice of direction and action; the company adopts to achieve its objectives in a competitive situation. Any statements on overall of functional strategy that the company may wish to share are: Improvement in the existing products. Their future plans include launching of new products. The cost control exercise is in consolidation. Introduction of cost effective substitutes without compromising on quality Development of new perfumes, soaps detergents, agarbathis, creams and shampoos

Systems:
A. Accounting System: Financial statements are prepared under the historical cost convention on an accrual basis and comply with the accounting standards refer to sec 211 (3c) of the companies Act 1956. B. Costing System: Process costing. C. Inventory Control System ABC analysis for stock control. PGDMS&RC, SIT, TUMKUR Page 24

A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

FIFO method for issuing materials. Computerized accounting system for stores. D. Remuneration System: 1. Time rate system is followed to employees. 2. Government fixes the remuneration to executives. E. Performance Appraisal System: Confidential report is prepared by heads of various departments for systematic judgment of the subordinate by authority to assess the standard of work & overall performance. F. Inventory Control System:

Staff:
As any employer, KS&DL follow ethical employment standards wherever it operates with a goal in mind company guarantees. 1. To fulfill its entire legal obligation in terms of employment payments and benefits practices. 2. Adequate and timely training for every one for the job for which they are employed. 3. Career advancement related to performance and experience.

Shared values:
Values: Values refer to the institutional standards of behavior that strengthen commitment to the vision, and guide strategy formulation and purposive action. The core values are shaped around the belief that enterprises exist to serve society. In terms of this belief, profit is a means rather than an end in itself a compensation to owners of capital linked to the effectiveness of contribution to society and the essential ingredient to sustain such enlarged societal contribution. Thus company has embraced an extended role of trusteeship that reaches beyond the assets reflected in the balance sheet to encompass societal assets. An unwavering commitment to integrity, ethical conduct,

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A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

meritocracy, teamwork and abiding concern for stakeholders are at the heart of your companys value system. Customer satisfaction Committed to total quality. Cost and time-consciousness. Innovation and creativity. Trust and team spirit. Respect for individuals. Integrity health and ethics.

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

Vision:
Keeping pace with globalization, global trends & the States policy for using technology in every aspect of governance. Ensuring global presence of Mysore Sandal products while leveraging its unique strengths to take advantage of the current Tech scenario by intelligent & selective diversification. Secure all assistance & prime status from Government India all Tech alliances. Further, ensure Karnatakas pre-eminent status as a proponent & provider of Tech services to the world, nation, & private sectors.

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SWOT ANALYSIS
Strengths:
The factory is located in the heart of the city & has all infrastructure facilities. They require quick movement of raw materials & finished products. The company has modern manufacturing facility with maximum capacity, brand loyalty of consumers and has 90% of sandal soap market, foreign technology to suit indigenous condition due to government participation, little financial crisis with backup from government.. A very little competition for its major products of sandal soap. An ISO 9001 certified company has its own brand image. An ISO14001 company, which commits to reserve the natural environment in the production of its quality products to the satisfaction of its customers. Two sandalwood oil factories in Shimoga and Mysore, which produce 75% of worlds sandalwood oil.

Weakness:
Slow growth rate 6.2 growths over 40 years against the product of 80%. Low turnover resulting in low profits. Defective marketing strategy lacks effective advertising and publicity. Needs updating with times in terms of plant and machinery. Page 27

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A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

The large proportion of the target area is upper middle class and upper class people, it has very few offer to lower middle class. Due to lack of direct sales, debts with many dealers turning bad. Unskilled labor coupled with excess labor hampers profitability.

Opportunities:
The toilet soap and the detergents market is an over expanding industry and a major company likes KS& DL with its manufacturing expertise can call the shots if it reaches peak manufacturing capacity. Good export market should tap foreign market vigorously. At present it has Good raw material sources to enhance production.

Threats:
Competition from other global leaders like HLL. Government interference may reduce growth potential. As the company depends on forests for its main raw materials makes the company to find chemical alternative to sandalwood.

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PART-B
Research design Title of the project:
A Study on retailers perception towards Mysore sandal soap in Tumkur

General Introduction:
Retail is India's largest industry. It accounts for over 10 per cent of the India's GDP and around eight per cent of the employment. Retail sector is one of India's fastest growing sectors with a 5 per cent compounded annual growth rate. India's huge middle class base and its untapped retail industry are key attractions for global retail giants planning to enter newer markets. Driven by changing lifestyles, strong income growth and favorable demographic patterns, Indian retail is expected to grow 25 per cent annually. It is expected that retail in India could be worth US$ 175-200 billion by 2016.

Statement of the problem:


Since the soap industry is competitive each and every organization is interested in knowing the perception of retailer. So this survey has been undertaken to know about the retailer perception of the existing and potential retailers. This project is under taken with a view to understand the retailers perception towards Mysore sandal soap. PGDMS&RC, SIT, TUMKUR Page 29

A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

Objectives of the study:


1. To study the retailers perception on Mysore Sandal Soap. 2. To study retailer behavior in selecting the KS&DL products. 3. To study the importance of KS&DL market. 4. To study the different products of KS&DL. 5. To check the service provided by KS&DL.

Scope of the Study:


The study was conducted over a period of two months from July - 2012 to September - 2012. The study includes the Retailers in Tumkur City. The present study can be extended to assess the marketing strategy of KS&DL and condition of different service providers. The study can be used to understand the retailers perception towards Mysore Sandal Soap. The study can be applied to measure the perceptions of Retailers about the attributes of the products offered by KS&DL. From the study we know the effective advertisement for the market to promote the products and services. This study is to understand the retailers perception towards Mysore sandal soaps.

Research methodology:
Primary data: Primary data is collected with the help of a structured questionnaire. The questionnaire has been designed with the guidance of internal guide and external guide. Secondary data: Secondary data is collected from various sources such as company brochures, annual reports of HRD and KS&DL website .

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A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

Sample size: A sample size of 50 retailers has been selected for the purpose of collecting the data.

Sample technique: Convenience sampling method was used as a sampling technique to choose the sample respondents.

Data analysis & interpretation using percentage analysis.

Limitations of the study:


As with all research works, this study is also having inherent limitations. The important ones are: Time was a constraint for the study. Unfriendly attitude of certain retailers was also a major constraint. The research and its findings hold good only for the relevant industry under consideration. The area of study is limited to Tumkur City. As the sample selected is based on convenience, it may not be the true representative of the population.

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DATA ANALYSIS AND INTERPRETATION TABLE 1


Table showing about respondents surveyed Sl No. 1 2 3 4 Retailer Departmental stores Super markets Medical stores 21 9 9 11 50 42 18 18 22 100 Particulars No. of respondents Percentage of respondents

TOTAL Source: Primary Data Analysis:

From the above table, it can be analyzed that 42% of the respondents are retailers, 22% of the respondents are Medical stores, 18% of the respondents are departmental stores and 18% of the respondents are Super markets Interpretation:

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A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

From the above table we can infer that, highest percentage of respondents surveyed is Retailers.

Graph-1
Graph showing about respondents surveyed

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Table-2
Table Showing Point of Purchases Displayed for KS&DL Products. Sl No. 1 2 3 Posters Display Pamphlets Total Source: Primary Data 0 49 1 50 0% 98% 2% 100 Particulars No. of respondents Percentage of respondents

Analysis:
From the above table it can be analyzed that, 98% of the respondents say that display through shelves, 2% of them say that it is by pamphlets.

Interpretation:
From the above table we can infer that, majority of respondents say that point of purchases displayed for KS&DL products is display through shelves.

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A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

Graph-2
Graph Showing Point of Purchases Displayed for KS&DL Products.

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Table-3
Table showing different types of soaps sold by retailers. Sl No. 1 2 3 Ayurvedic Soap Chemical Soap Herbal Soap Total Source: Primary Data 18 25 7 50 36% 50% 14% 100 Particulars No. of respondents Percentage of respondents

Analysis:
From the above table it can be analyzed that, 50% of the retailers sell chemical soap in their shops, 36% of the retailers sell ayurvedic soap and 14% of them sell herbal soaps.

Interpretation:
From the above table it can be infered that, majority of the retailers sell chemical soaps in their shops.

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A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

Graph-3
Graph showing different types of soaps sold by retailers.

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A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

Table-4
Table showing which type of soaps are having more sales. Sl No. 1 2 3 4 Mysore Sandal Soap Mysore Sandal Gold Soap Mysore Sandal Rose Soap Mysore Sandal Herbal Care Total Source: Primary Data 30 10 8 2 50 60% 20% 16% 4% 100 Particulars No. of respondents Percentage of respondents

Analysis:
From the above table it can be analyzed that, 60% of the retailers sell Mysore sandal soap, 20% of the retailers sell gold soap, 16% of them sells rose soap and 4% of them sell herbal care soap.

Interpretation:
From the above table it can be infered that, majority of the retailers sell Mysore sandal soap to their customers. PGDMS&RC, SIT, TUMKUR Page 38

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Graph-4
Graph showing which type of soaps are having more sales.

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Table-5
Table showing opinion about Mysore Sandal Soap. Sl No. 1 2 3 Very Good Good Average Total Source: Primary Data 15 30 5 50 30% 60% 10% 100 Particulars No. of respondents Percentage of respondents

Analysis:
From the above table it can be analyzed that, 60% of the retailers are of the opinion that Mysore sandal soap is good, 30% of the retailers are of the opinion that soap is very good and 10% are of the opinion that the soap is average.

Interpretation:
From the above table it can be infered that, 60% of the retailers are of the opinion that Mysore sandal soap is good.

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Graph-5
Graph showing opinion about Mysore Sandal Soap.

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Table-6
Table showing the service of KS&DL. Sl No. 1 2 3 4 5 Excellent Very Good Good Average Poor Total Source: Primary Data 20 10 15 5 0 50 40% 20% 30% 10% 0% 100 Particulars No. of respondents Percentage of respondents

Analysis:
From the above table it can be analyzed that, 40% of the respondents say that service of KS&DL is excellent, 30% of them say service is good, 20% of them say it is very good and 10% of them say service is average.

Interpretation:
From the above table it can be infered that, 40% of the respondents are happy due to excellent service provided by KS&DL.

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Graph-6
Graph showing the service of KS&DL.

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Table-7
Table showing does the retailer influence the customer choice of brands. Sl No. 1 2 Yes No Total Source: Primary Data 35 15 50 70% 30% 100 Particulars No. of respondents Percentage of respondents

Analysis:
From the above table it can be analyzed that,70% of the retailers influence customer choice of brands and 30% of them will not influence.

Interpretation:
From the above table it can be infered that, 70% of them influence customer choice of brands in order to satisfy them and to increase the sales and retain the customer as well.

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Graph-7
Graph showing does the retailer influence the customer choice of brands.

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Table-8
Table showing does the customer ask for any particular brand. Sl No. 1 2 Yes No Total Source: Primary Data 45 5 50 90% 10% 100 Particulars No. of respondents Percentage of respondents

Analysis:
From the above table it can be analyzed that , 90% of the respondents say that customer will ask for a particular brand of soap and 10% of them say that the customer will not ask for any particular brand.

Interpretation:
From the above table it can be infered that, 90% of the retailers say that customer will ask for a particular brand which helps the retailer to satisfy the customer choice.

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Graph-8
Graph showing does the customer ask for any particular brand.

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Table-9
Table showing does the customers aware of various brands of soap. Sl No. 1 2 Yes No Total Source: Primary Data 45 5 50 90% 10% 100 Particulars No. of respondents Percentage of respondents

Analysis:
From the above table it can be analyzed that, 90% of the customers are aware of various brands of soaps and 10% of them are not aware of various brands.

Interpretation:
From the above table it can be infered that, 90% of the customers are aware of various brands of soaps that are available in the market.

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Graph-9
Graph showing does the customers aware of various brands of soap.

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Table-10
Table showing does the retailer is satisfied with the profit margin by selling the Mysore sandal soap. Sl No. 1 2 Yes No Total Source: Primary Data 25 25 50 50% 50% 100 Particulars No. of respondents Percentage of respondents

Analysis:
From the above table it can be analyzed that, 50% of the respondents are satisfied with profit margins that are available by selling the soap and 50% of them are not satisfied.

Interpretation:
From the above table it can be infered that, 50% of the retailers are satisfied with the profit margins.

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Graph-10
Graph showing does the retailer is satisfied with the profit margin by selling the Mysore sandal soap.

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Table-11
Table showing opinion about the price of Mysore sandal soap. Sl No. 1 2 3 Lower Reasonable High Total Source: Primary Data 5 25 20 50 10% 50% 40% 100 Particulars No. of respondents Percentage of respondents

Analysis:
From the above table it can be analyzed that, 50% of the respondents feel that the price of the soap is reasonable, 40% of them feel that it is high, and 10% of them feel that it is lower.

Interpretation:
From the above table it can be infered that, 50% of the retailers say that the price of the soap is reasonable which in turn increase the profit of the retailer and helps to compete with other soaps.

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Graph-11
Graph showing opinion about the price of Mysore sandal soap.

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Table-12
Table showing which size of the soap has more sales. Sl No. 1 2 3 75gms 125gms 150gms Total Source: Primary Data 30 15 5 50 60% 30% 10% 100 Particulars No. of respondents Percentage of respondents

Analysis:
From the above table it can be analyzed that, 60% of the retailers has more sales of 75gms soap, 30% of them sell 125gms and 10% of them sell 150gms.

Interpretation:
From the above table it can be infered that, 60% of the retailers have more sales of 75gms soap as it is more affordable to the customer and it is reasonable too.

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A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

Graph-12
Graph showing which size of the soap has more sales.

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Table-13
Table showing the rating factors of KS&DL. Sl No. 1 2 3 4 5 Service Quality Advertisement Packaging Others Total Source: Primary Data 250 250 250 250 250 1250 157 230 136 173 164 860 Particulars Total points Obtained points

Analysis:
From the above table it can be analyzed that, retailers have given 230 points for quality, 173 points for packaging, 164 points for others, 157 points for service and 136 points for advertisement.

Interpretation:
From the above table it can be infered that, majority of the retailer say that quality of the soap is good and it has got 230 points.

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Graph-13
Graph showing the rating factors of KS&DL.

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Table-14
Table showing the comfortable price range for the customers. Sl No. 1 2 3 4 10-15 15-20 20-25 25-30 Total Source: Primary Data 0 5 40 5 50 0% 10% 80% 10% 100 Particulars No. of respondents Percentage of respondents

Analysis:
From the above table it can be analyzed that, 80% of the retailers say that Rs20 to Rs25 is the comfortable price range for the customers, 10% say that Rs15 to Rs20 is the comfortable price range and 10% of them say that Rs25 to Rs30 is comfortable price range.

Interpretation:
From the above table it can be infered that ,80% of the retailers say that Rs20-25 is the comfortable price range for the customers because all the classes of people can buy the soap. PGDMS&RC, SIT, TUMKUR Page 58

A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

Graph-14
Graph showing the comfortable price range for the customers.

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Table-15
Table showing the price of the soap when compared with other brands. Sl No. 1 2 3 Cheaper Competitive Costly Total Source: Primary Data 2 30 18 50 4% 60% 36% 100 Particulars No. of respondents Percentage of respondents

Analysis:
From the above table it can be analyzed that, 60% of the respondents feel that the price of the soap is competitive, 36% of them feel that the price is costly and 4% of them feel that it is cheaper.

Interpretation:
From the above table it can be infered that, 60% of the retailers feel that the price of the soap is competitive when compared to other brands.

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Graph-15
Graph showing the price of the soap when compared with other brands.

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Table-16
Table showing do the customers pay extra if the products are of superior quality. Sl No. 1 2 Yes No Total Source: Primary Data 30 20 50 60% 40% 100 Particulars No. of respondents Percentage of respondents

Analysis:
From the above table it can be analyzed that, 60% of the customers pay extra if the product is of superior quality and 40% of them will not pay.

Interpretation:
From the above table it can be infered that ,60% of the customers will pay extra if the product is of superior quality and it helps the elite class people who prefer quality rather than price.

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Graph-16
Graph showing do the customers pay extra if the products are of superior quality.

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Table-17
Table showing which kind of advertisement works the best Sl No. 1 2 3 4 Television Paper advertisement Radio(FM) Internet Total Source: Primary Data 35 10 2 3 50 70% 20% 4% 6% 100 Particulars No. of respondents Percentage of respondents

Analysis:
From the above table it can be analyzed that, 70% of the retailers feel that television advertisement works the best, 20% feel that paper advertisement works the best, 6% feel that radio advertisement works the best and 4% of them feel that internet/web advertisement works the best.

Interpretation:
From the above table it can be infered that ,70% of the retailers feel that television advertisement works the best for Mysore sandal soap.

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Graph-17
Graph showing which kind of advertisement works the best.

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Findings:
1. The Majority of the retailers use their shelves to display the soaps in their shop. 2. The highest percentages of the retailers sell chemical sops in their shop. 3. The majority of the retailers sells Mysore sandal soap in the market when compared to other KS&DL soaps. 4. The majority of the retailers opinion towards Mysore sandal soap is good. 5. The highest percentage of the retailers says that the service provided by KS&DL is excellent. 6. Majority of the retailers influence the customers choice of brands in order to satisfy them. 7. The highest percentage of the retailers says that the customer will ask for a particular brand of soap. 8. The majority of the customers are aware of various brands of soap. 9. Among 50 retailers half of them are satisfied with the profit margin that is available by selling Mysore sandal soap. 10. The majority of the retailers feel that the price of the Mysore sandal soap is reasonable in the market. 11. The highest percentage of the retailers sells 75gms of soap to their customers. PGDMS&RC, SIT, TUMKUR Page 66

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12. The highest points are obtained for the quality of the Mysore sandal soap. 13. The highest percentage of the retailers say that Rs 20-25 is the comfortable price range for the customers to buy. 14. The majority of the retailers feel that the price of the Mysore sandal soap is competitive when compared to other brands of soaps. 15. The highest percentage of the customers pays extra if the quality of the soap is increased. 16. The majority of the retailers say that television advertisements work the best to improve the sales of the soap.

Suggestions:
1. It is suggested that the company should emphasis on more effective advertisements. As it is growing sector product awareness is highly essential. 2. It is advised that, the company should give the proper instructions for the retailers to improve the sales. 3. It is suggested that the company should have the stable pricing policy so the retailers can get stable profits. 4. It is advised that based on the packaging of the product, the value will increase, hence whenever the price change happen new packing will reflect to public opinion to buy, middle men to identify the product. 5. It is suggested that the company should provide free samples and in turn increases the retail sales. 6. It is suggested to the company to publish their performance by comparing it with their competitors. 7. It is advised to the company that, to advertise in electronic and print media like Radio and News Papers more and more to promote the PGDMS&RC, SIT, TUMKUR Page 67

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products and bring awareness about the company to have a large customer base. 8. It is advised to the company that to reissue the old soaps to the retailers so as to satisfy their customers. 9. It is suggested to the company that, it has to introduce products with unique features keeping in mind the competition existing in the market.

Conclusion:
Karnataka Soaps and Detergent ltd. is the top most soap industry which is doing lot of work to sustain in the national market, overcome from the competitors strategies, pricing, marketing phenomenon. With all these analysis we can conclude that company is trying to develop and grow itself in the soap industry because whoever stays in this market he is the winner. So applying latest possible service manuals, action towards the present and upcoming market trends by way of proper communication with the middle men and methods in retailer satisfaction will make companys main aim i.e. to become always no: 1.

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Annexure
Respected sir/madam, I Nikhil Thalanki S.A student of Siddaganaga Institute of Technology conducting a project titled A study on retailer perception towards Mysore sandal soaps in partial fulfillment of the requirement of the MBA curriculum. I request you to help me in completing the project by answering the enclosing questionnaire. 1. Area name .. 2. Shop name . 3. Type of respondent:

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Retailer Super markets

Departmental stores Medical stores

4. Point of purchases displayed for KS&DL products:

Posters

display

pamphlets

5. What are the different types of soaps do you sell?

Ayurvedic soap

chemical soap

Herbal soap

6. Which is the more sellable product in your shop? a. Mysore Sandal Soap b. Mysore Sandal Gold Soap c. Mysore Sandal Rose Soap d. Mysore Sandal Herbal Care 7. What is your opinion about KS&DL products?

Very good

Good

Average

8. How is the service of KS&DL? Excellent Very good Good

Average

Poor

9. Do you influence the customers choice of brands? Yes No

10. Does your customer ask for any particular brand? PGDMS&RC, SIT, TUMKUR Page 70

A Study on Retailers Perception Towards Mysore Sandal Soap in Tumkur

Yes

No

11. Are the customers aware of various brands of soaps? Yes No

12. Are you satisfied with the profit margin you are getting from Mysore sandal soaps? Yes No

13. What size of Mysore sandal soaps has more sales in your shop? a) 75gms b) 125gms c) 150gms

14. What is your opinion about the price of Mysore Sandal Soap? a) Lower b) Reasonable c) High

15. How do you rate the following factors of KS&DL?(Rating scale 1 to 5) Service __________________ Quality __________________ Advertisement__________________ Packaging __________________ Other __________________ 16. According to you what is the comfortable price range for your customers?

17. What do you feel regarding the price of Mysore sandal soaps comparing with other brand?

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Cheaper quality? Yes No

Competitive

Costly

18. Are the customers willing to pay extra if the products are of superior

19. According to you what kind of advertisements works the best?

20. Give your suggestion to improve the sales of Mysore sandal soaps. ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Signature ---------------

BIBLIOGRAPHY
1) Books referred:

Sl. No. 1

Title of the book Principles of Marketing

Author

Publisher

Edition

Year

PhilipKotler, GaryArmstrog, PrafullaY.Agnihotri, Ehsan ul Haque

Pearson Education

13th

2011

Business

Donald R Cooper

Mc Graw

09th

2006

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Research Methods 2) Websites


www.google.com www.ksdl.com

Pamela S Schindler

Hill

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