Industry Profile and Company Analysis of Karnataka Soaps & Detergents Limited (KS&DL

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CHAPTER 1
1.1 INDUSTRY PROFILE:
Soap is one of the commodities which have become an indispensable part of the life of the
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. 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. Since 1905, the following come into force:
· Mysore soap factory at Bangalore
· Godrej soap at Bombay
· Bengal chemicals
· Tata oil mills
· 1930 lever brothers co.


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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 2 classifications, organized and unorganized sectors. KSDL comes
under organized sector.
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 in case 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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CHAPTER 2
COMPANYANALYSIS:
2.1 BACKGROUND OF KS&DL (INCEPTION):
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 top-level 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.

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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. 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.

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OWNERSHIP PATTERN:
“Wholly owned by Government of Karnataka”
BIRDS EYE VIEW OF KS&DL:
1918 - Govt. Soap factory started by Maharaja of Mysore & the Mysore Sandal Soap was
Introduced into the market for the first time.
1950 - The factory output rose to find terms.
1. Renovating the whole premises.
2. Installing a new boiler soap building plant & drying chamber.
1954 - Received License from government to manufacture 1500 tons of soap & 75 tons
of glycerin per year.
1957-Factory shifted its operations to Rajajinagar industrial area.
1975- Rs3crore synthetic Detergent plant was installed based on Ballestra SPA
(Italy) technology.
1981- a. Production capacity was increased to 6000 tons.
b. Rs.5 crore Fatty acid plant was installed with technical collaboration from Europe.
1992- The Board for Industrial & Financial Reconstruction (BIFR), New Delhi in
December For rehabilitation.
1996- The BIFR approved the Rehabilitation scheme in September.
1999- ISO 14001 Certificate pertaining to Environmental Management System.
2000- In May, the BIFR, New Delhi Declared the Company to be out of the
purview. 2004- The company launched Herbal Care Soap

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2.2 COMPETITORS INFORMATION AND THEIR MARKET SHARE:
HUL 70%
Godrej 4%
Procter & gamble 10%
KSDL 11%
Others 5%
2.3 ON GOING PROJECTS:
1. The company has entered into shampoo, dish wash, detergent bar & room refresher.
2. The company is striving to develop new perfumes for soaps detergents, agarbathies &
shampoo.
3. The company wants to improve the existing products in terms of quality.
2.4 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
2.5 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.

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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.
2.6 ISO 9002 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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2.7 VISION AND MISSION:
VISION:
 Keeping pace with globalization, global trends & the State’s 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 Karnataka’s 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.
OBJECTIVES OF KSDL:
 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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2.8 ORGANISATION STRUCTURE
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 ORGANISATION
The organization of KS&DL consists of 4 levels, they are
TOP LEVEL consisting of BOD’s 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.
III.ORGANIZATION CHART OF KS&DL
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

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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).
7. Foreign Trade (FTD).
8. Quality Control Department.
9. Welfare Department.
1. HUMAN RESOURSE DEPARTMENT:
Luther Gulick highlighted “POSDCORB” which stands for planning organizing,
staffing, Directing, Coordinating, Reporting & Budgeting is the part of personnel
management.
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. It is also obtained & used for soap making.
The plant has a capacity to process 10,000mt of oils 1 fat.

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Soap Plant:
The soap plant is one of the largest production plants in the country with an installed
capacity of 26,000 tons per annum.
KSDL’s 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. The
finishing touches are given by high tech universal wrapping machine. This high speed auto
wrapper has the capability to handle soaps of virtually all size & shape.
Detergent Plant:
It has installed capacity of 10,000 tons 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 wet table 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.

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Branch Depots
1.Bangalore Hubli, Raichur
2.Chennai Chennai, Salem, Madurai, Cochin
3.Hydrabad Hyderabad, Vijayawade, Ananchapur
4.Mumbai Bhiwandi, Ahmedabad, Pune
5.Calcutta Cuttack, Patna, Gauhati
6.Delhi 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 Italy Sri lanka
Berlin Kenya USA
Canada Malaysia Japan
Czechoslovakia Saudi Arabia UK
France Singapore Taiwan
Germany Africa 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 depot 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.

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AUDIT DEPARTMENT:
KSDL audit wing is headed by internal auditor. Auditing is vital for the 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 Auditor’s 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.
KSDL 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 :
KSDL 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 KSDL majority of the products are consumer
goods. So it must satisfy the consumer expectation.
i. KSDL 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
7. To make improvement in the process of production
8. To administer & maintain technical library

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

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8. WELFARE DEPARTMENT:
The KSDL welfare department can be classified into 3
sections namely,
a) Statutory
b) voluntary
c) Mutual
a) Statutory :
KSDL 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
· Employees house building society

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9. 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:
· Reduction of overload
· Cost Reduction
· Greater Safety of equipment & workers
· Delivery schedule is maintained.
This department contributes also working progress of the company
SWOT ANALYSIS:
STRENGTHS
 The factory is located in the heart of the city & has all infrastructure facilities,
 It is fully owned by Govt. of Karnataka so in times of financial crisis it can
easily get the financial support from government.
 A very little competition for its major products sandal soap.
 An ISO 9002 certified company has its own brand image.
 An ISO 14001 company, which commits to reserve the natural environment in
the production of its quality products to the satisfaction of its customers.
 Diversified product range keeps the company stable.
 Abundant availability of raw materials at present
WEAKNESS
 Excessive labor force has increased the operating cost.
 Low turn over .
 Defective marketing strategy .
 The technology used for production is old and needs up gradation.

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 R&D is not effective in reducing the cost of production.
 The large proportion of the target area is upper middle class and upper
class people, it has very few offers to lower middle class.
 Unskilled labor force is hampering the growth.
OPPORTUNITIES:
 The toilet soap and the detergents market are an ever expanding industry and a
major company like KS& DL with its manufacturing expertise can grab the
market if it reaches peak manufacturing capacity.
 The company has a great opportunity to expand its market share by increasing
exports.
 At present it has Good raw material sources to enhance production.
THREATS:
 Competition from other global leaders like HUL.
 Government interference may reduce growth potential.
 As company depends on forests for its main raw materials make make the
company to find chemical alternatives to sandalwood.
 Unskilled labor.

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2.9 Competitor Analysis:
ProductCompetitors:
LUX:
Lux is a global brand developed by Unilever. The range of products includes beauty soaps,
shower gels, bath additives, hair shampoos and conditioners. Lux started as “Sunlight
Flakes” laundry soap in 1899. In 1924, it became the first mass market toilet soap in the
world. It is noted as a brand that pioneered female celebrity endorsements.
As of 2005, Lux revenue is estimated at €1 billion, with market shares spread out to more
than 100 countries across the globe. Today, Lux is the market leader in several countries
including Pakistan, Brazil, India, Thailand and South Africa
Lux (soap) is now headquartered in Singapore.
LIFEBUOY:
Post a major positioning change in 2002 from “male victorious health” to “family health” in
the bar soap market, Lifebuoy relaunched itself in March 2004 with improved product and
new claim of ‘100% better germ protection*’, and since then has been trying to make strong
its equity on germ protection through various communication and new product launches.
In February 2005, Lifebuoy has launched a new campaign adding a layer of social good in its
communication with a tagline of “Have no Fear”. In November 2007 another new ad was
launched comparing vs. beauty soaps in general.

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SANTOOR:
It comes up with regular renewal of its copies (one every year) communicating ‘skin that
looks younger than its age’ proposition. It launched a new white variant in September 2007.
PEARS:
Pears transparent soap is a brand of soap first produced and sold in 1789 by Andrew
Pears at a factory just off Oxford Street in London, England. It was the world's first mass-
market transparent (actually translucent) soap. Under the stewardship of Thomas J. Barratt,
A. & F. Pears initiated a number of innovations in sales and marketing. According
to Unilever records, Pears Soap was the world's first registered brand and is therefore the
world's oldest continuously existing brand.
Other main competitors are DETTOL, PEARS, REXONA.

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Competitors:
HUL:
Hindustan Unilever Limited (HUL) is an Indian consumer goods company based
in Mumbai, Maharashtra. It is owned by Anglo-Dutch company Unilever which owns a 67%
controlling share in HUL. HUL's products include foods, beverages, cleaning
agents and personal care products.
HUL was established in 1933 as Lever Brothers India Limited and, in 1956, became known
as Hindustan Lever Limited, as a result of a merger between Lever Brothers, Hindustan
Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is headquartered in Mumbai, India and
employs over 16,500 workers, whilst also indirectly helping to facilitate the employment of
over 65,000 people.The company was renamed in June 2007 as “Hindustan Unilever
Limited”.
Lever Brothers first commenced operations in India in the summer of 1888, when crates full
of Sunlight soap bars, embossed with the words "Made in England by Lever Brothers" were
shipped to the Kolkata harbor and it began an era of marketing branded Fast Moving
Consumer Goods (FMCG).
Hindustan Unilever's distribution covers over 2 million retail outlets across India directly and
its products are available in over 6.4 million outlets in the country. As per Nielsen market
research data, two out of three Indians use HUL products.
WIPRO:
Wipro Consumer Care & Lighting
Wipro Consumer Care and Lighting (WCCLG), a business unit of Wipro Limited operates in
the FMCG segment offering a wide range of consumable commodities. Established in 1945,
the first product to be introduced by WCCLG was vegetable oil, later popularized under the
brand name "Sunflower Vanaspati". It offers personal care products, such as Wipro Baby
Soft and Wipro Safewash, toilet soaps like Santoor and Chandrika as well as international
brands like Yardley.
Through its customer-centric products and acquisitions, Wipro Consumer Care and Lighting
has become a fast growing company in the FMCG segment.

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2.10 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 Special Soap (75gm)
c. Mysore Sandal Baby Soap (75gm)

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d. Three-In-One Gift Pack –(SJR) 3Tabs (150gm Each)
e. Mysore Sandal Gold Soap (125gm)
f. Mysore Rose Soap (100gm)
g. Six-In-One Gift Pack- 6Tabs (150gm Each)
h. Mysore Sandal Gold sixer 6 Tabs (125gm Each)

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i. Mysore Sandal Soap Bath Tablet Trio 3nos. (150gm Each)
j. Mysore Sandal Classic Soap (75gm)
k. Mysore Sandal Herbal Care (75gm)

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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 (1kg/2kg)
2. Mysore Detergent Powder (1kg/500gms)
3. Mysore Detergent bar (250gms)
4. Mysore Detergent Cake (125gms/250gms)
AGARBATHIS:
1. Mysore Sandal premium 8. Mysore sandal
2. Mysore Rose 9. Nagachampa
3. Suprabath 10.Mysore Jasmine
4. Parijata 11.Bodhisattva
5. Venkateshwar 12.Durga
6. Ayyappa 13.Alif Laila
7. Chandhana

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

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CHAPTER 3
DISCUSSION ON TRAINING:
INTRODUCTION TO TOPIC
Marketing deals with identifying the meeting human and social needs. It as a
comprehensive term and it includes all resources and a set of activities necessary to direct and
facilitate the flow of goods and services from producer to consumer in the process of
distribution.
The American marketing association offers the following definition; “marketing is the
process of planning and executing the conception pricing, promotion and distribution of
ideas, goods and services to create exchanges that satisfy individual and organizational
goods.”
Importance of marketing:
Marketing is recognized as the most significant activity in our society, marketing is all
around us. Our delivery existence, our entire economic life our life style are continuously
affected by a wide range of marketing activities.
Marketing is a connecting link between the consumer and the producer marketing
process brings new & new items to retail shops from where the consumer can have them.

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· Marketing has achieved social importance because it is entrusted with the task of
creation & delivery of standard of living of society.
· Marketing facilitates the development of business of creates employment
opportunities for people.
· Marketing studies continuously consumer demand which is varied and dynamic.
· Marketing removes the imbalances of supply by transferring the surplus to deficit
areas, through better transfer facilities.
· Marketing include all activities in the creation of utilities from places time and
possession.
Consumer Behaviour:
Consumer behaviour is defined as all psychological social and physical behaviour of
potential customers as they become aware of evaluate, purchase, consumer and tell other
about products and services each element of this definition is important.
· Buyer behaviour involves both individual (psychological) processes & group (social)
process.
· Consumer behavior is reflected from awareness right through post purchases.
· Consumer behavior includes communication purchasing and consumption behavior.
Importance of consumer behaviour:
· The importance of studying consumer behavior is routed deeply in the modern
concept through studying the consumer behavior business can help consumer solve their
consumption problems by understanding them and trying to analysis the buying process and
factors influencing it.
· The Emerging buyer movement necessitates market to understanding buyer behavior,
their needs aspirations. Expectations and problems it will be useful in exploiting market
opportunities and meeting challenges of the markets.
· The marketing is consumer oriented consumer is the king of the market the marketers
must try to offer the product favored by the customer at the price he is to pay through the

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distribution channel convenient to him with the right type of promotion to do this a study of
buyer behavior is necessary.
Scope of consumer behaviour:
The study of the consumer behavior is the study of how individuals make decision to
spend their available resources on the consumption related items. It includes the study of
what they buy why they buy it and how after they buy it.
NeedFor Consumer Behaviour Study:
Each individual has a different reason and motivating factors in his or her choice of
tubes the consumer may commit his resources on a particular brand of tubes for reasons of
economy. His decision encompasses various repurchased actual purchase and post purchase.
Factors Influencing Consumer Behaviour:
The major factors influencing a consumers buying behavior are:-
1. Cultural factors
2. Social factors
3. Personal factors
4. Psychological factors
1. Cultural Factors;
Cultural factors have the deepest influence on consumer behavior.
Cultural:
Is the most fundamental determinant of all people’s wants and behavior the growing
child acquires all sets of value, perception. Preferences and behavior through his or her
family and other key institution. It includes value of achievement, success, activity efficiency
freedom and progress material comfort.
Sub culture
Each culture consists of smaller sub culture that provides more specific identification
and specialization for their members. Subculture includes nationality, religion, races,
geographical area and social group.

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Social Class:
Social class is relatively homogeneous and society is divided hierarchically. All human
societies’ exhibit social satisfaction, stratification sometimes takes from of a caste system
where the members of difference castes are record for creation roles and cannot change their
caste membership.
2. Social Factor;
Reference group:
A person’s reference group that which have a direct or indirect influence on the person’s
attitude or behavior there are different types of group they are:-
· Membership group are those groups which have direct influence on the group.
· Aspiration groups are those groups where people like to become a member of that
group.
· Dissociate group are those group where people do not like to become the member of
that group.
· Family is the most important consumer buying organization in the society and it has
been researched extensively. Family constitutes a primary reference group.
Roles and Status
Roles:
A person participates in many groups’ family, clubs and organization and this
participation in each group can be defined in terms of roles.
Status:
It is the esteem or respects given by the society to the society to the role of individual
marketers are aware of the status symbol potential of product and brand.
3. Personal Factors:
(1) Age:
People by different goods and services over a life time. Infant consumes baby foods,
young adults may have variety food and old age people consume special diet food in the
later years.

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(2) Family life cycle:
Consumption is shaped by family life cycle there are 9 stages of family life cycle
depending on financial institution and product interest.
(3)Occupation and Economic Circumstances:
Occupation:-
It also influences a person’s consumption pattern. A blue collared worker will
buy work cloths. Shoes lunch box etc. A company president wills expensive suits, air travel
and country club membership. Marketers will have to identify which occupational group will
be interested in their products and work out marketing strategies to communicate about their
product and services.
Economic Circumstances:
Product choice is affected by economic circumstances marketers are concerned about the
level of spend able income. Savings and assets, debts borrowing power and attitudes towards
spending v/s saving.
Life Style:
It is the people’s pattern of living and it can be understand by referring to AIO (Activity
interest & Opinion)
Life style of a person conveys more than the person’s social class or personality. An
understanding of a person’s life style will help in giving a profile of whole person’s pattern of
living and interacting with the world.
Personality and Self Concept:
Personality:
Is usually described in terms of such traits as self confidence. Sociality, defensiveness,
dominance and adoptability.
Self – Concept:
It can be defined as complex mental pictures of us. Self concept consists of mainly three
divisions namely.
Actual self – concept – What you think of yourself
Ideal self – Concept – What you want others to think about yourself
Other self – concept – What others actually think about you?

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(4) Psychological Factor:
Motivation:
It can be said to be the inner drive that is sufficiently pressing and direct the person to
seek the satisfaction of the need satisfaction of the need reduces the felt tension.
Perception:
It is a process by which an individual selects organizes and interprets information
inputs to create a meaningful picture of the world.
Perception depends not only on the physical stimuli but also on the stimuli’s relation
to the surrounding field and on condition within the individual.
Belief and attitude:
Belief:
A belief is a thought that a person holds about something. People act based on their
belief these beliefs help in building up product and brand image.
Attitude:
An attitude can be said as persons enduring favorable or unfavorable cognitive
evaluation, emotional feeling & action tendencies towards some object or idea.
Marketing:
Marketing deals with identifying the meeting human and social needs. It as a
comprehensive term and it includes all resources and a set of activities necessary to direct and
facilitate the flow of goods and services from producer to consumer in the process of
distribution.
The American marketing association offers the following definition; “marketing is the
process of planning and executing the conception pricing, promotion and distribution of
ideas, goods and services to create exchanges that satisfy individual and organizational
goods.”

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The ConsumerBuying DecisionProcess
Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Post purchase behaviour
NeedRecognition:
In this stage first the buyer would recognize the need for a product, which will satisfy
particular desire than they would think about his position. He sets the product and his
position without that product usually by external or internal stimulus.
Information search:
Once the consumer recognize the need he may or may not search for more
information if the need is so intense, the consumer would get should of the particular
products which world satisfy the need where as is not so intense, then he simple store the
need in his money.
Evaluation of alternatives:
In this stage buyer has information about different brand of some production in this
process of evaluation.
First:
The consumers see a bundle of attributes in a product then he would pay maximum to
these attributes that are connected with his needs.
Second:
He would assign weight or importance to each one of the attributes.
Third:
The consumer develops a set of brand belief where each brands stands on each
attributes. This may either buy comparing with actual product attributes.

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Fourthly and fifthly buyer:
Arises at judgment or preference towards the brand alternatives using same evaluation
procedure.
Purchase decision:
Based on evaluation stage the consumer will rank the product of his preference he will
then from purchase intention usually he will buy the most preferred product among the
several alternatives. Purchase decision is also influenced after considering risks cost
involved, that amount of uncertainly about the product attributes etc.
Post purchase decisions:
After purchasing the product the consumer may either he satisfied with the product or
dissatisfied. This depends on the relation and the products perceived consumers. If the
product matches with the consumers he is highly satisfied the consumers expectation is
mostly based on the information he received from the producers and so any exaggeration by
the later will mean the consumer will be dissatisfied about the product after the purchase of
course.

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CHAPTER 4
RESEARCHDESIGN
TITLE OF THE STUDY;
“CONSUMER BEHAVIOUR TOWARDS MYSORE SANDAL SOAPS”
It draws together concepts, principles, customs needs and preferences of customers.
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.
OBJECTIVES OF THE STUDY
The important objectives of the study are as follows:
· To study the purchase cycle of Mysore sandal soaps.
· To understand how consumers actually make buying decisions.
· To know the satisfaction level of consumer towards Mysore sandal soaps.
SCOPE OF THE STUDY
The scope of the study is undertaken for KSDL, in order to find out the ‘consumer
behaviour towards Mysore Sandal Soaps’. The scope of the study involves only for 100
respondents the time frame for study is only 1 months.
Geographical Coverage:
No work can be undertaken without the co-operation of respondents who were
interviewed from which data was collected through questionnaire. Therefore respondents
play a very important role in this type study. The study was conducted in Bangalore city. By
areas from which data was collected and respondents approaches are mainly in:
Yeshawanthapur, Rajajinagar, Malleshwaram, Mahalakshimi layout, Nandini
layout JP Nagar and Gandhi nagar.

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LIMITATION OF THE STUDY
1. Limited number of respondents i.e. 100
2. Survey is confined for a period of one month.
METHODOLOGY OF THE STUDY
The following are the sources of data for the study:
a) Primary Sources
b) Secondary Sources
a) Primary Sources: The original sources from which the researcher directly collects data that
have not been previously collected. The first hand information collected through various
methods is explained as under:
 Personal interviews
 Questionnaire
Interview Method: Officers of the marketing department and other department concerned
with the promotion activities of the organization were interviewed to obtain first hand
information.
Questionnaire Method: This questionnaire consists of question for consumers which included
multiple choice questions, in order to get first hand information directly from the end users.
b) Secondary Sources: Refers to the existing available sources of information such as:
Documents of the departments concerned
 Reference books
 Internet
Researchapproach:
This includes the approaches or the ways undertaken to collect the primary data. Here
the approach was made through survey research, this helped to learn about customer’s
knowledge, beliefs, preferences in buying decision.
ResearchInstrument:
The following is the instrument with the help of which the data is collected.
In this regard, the data was collected through Questionnaire.

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Statistical tool:
The statistical tool used for measuring & analyzing data is survey analysis. And it is
analyzed by using pie chart, bar chart.
Sampling plan:
Sampling Unit:
Here the sampling units are mainly the final consumers.
Sample Size:
The sample size was 100 respondents.
Sampling procedure/ method:
The sampling method used was “Convenient Sampling”

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DATA ANALYSIS AND INTERPRETATION
1)whats your Gender?
ANALYSIS:
The above table shows that 25% of the consumers are Male and 75% of the
consumers Female. it is clear that the female consumers are more than the male consumers.
Hence female buyers are more.
INTERPRETATION:
The above table interprets that the females are more concerned about hygeiene.
25%
75%
male female
S.No Particulars Respondents Percentage
1 Male 25 25%
2 Female 75 75%

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2) Whats your age?
ANALYSIS:
The Above Table Shows That 42% Of The consumers Are From Age Group Of
Below 20 Years, 42% Are From Age Group Of 25-35 Years, 12% From Age Group Of 35-45
years, 4% are above 40 years and it can be inferred that majority of the consumers belong to
the age group of 20-30 years.
INTERPRETATION:
Due to the influence of the peer group.
15-25
25-35
35-45
>45
S.No Particulars Respondents percentage
1 15-25years 42 42%
2 25-35 years 42 42%
3 35-45years 12 12%
4 Above 45years 4 4%

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3) Whats your Occupation?
ANALYSIS:
From the table it is clear that 42% consumers are Employee, 8% of the consumers are
Professional, And 42% of the consumers are students. Majority of the consumers are students
and employees.
INTERPRETATION:
Majority of the consumers are students and employees,because it is affordable to them
within there income level.
42%
8%
42%
8%
student housewife
employee proffesionals
1 Student 42 42%
2 Housewife 8 8%
3 Employee 42 42%
4 Professionals 8 8%

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4) How many soaps do you require for a month?
ANALYSIS:
The table shows that 38% of consumers use 3 bath soaps per one month, 35% of
consumers buy 2soaps in a month and 15% of consumers buy 4 and above. The Analysis of
table it is clear that Most consumers Buy thrice in a Month.
INTERPRETATION:
The demandismore or lessconsistentasmajorityof the customerrequirestwotothree soapsa
month.
12%
35%
38%
15%
1 2 3 4 and above
1 1 12 12%
2 2 35 35%
3 3 38 38%
4 4 and above 15 15%

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5) What is the maximum price spend by you for a bath soap?
ANALYSIS:
The above graphs show that amount of money people spent on one soap is
around Rs 25-35 and maximum people prefer milky soaps.
INTERPRETATION:
Maximum people prefer milky soaps because they are mild to use.
0%
19%
69%
12%
<15 rs 15-25 rs 25-35 rs above 35 rs
1 <15rs 0 0%
2 15-25rs 19 19%
3 25-35rs 65 65%
4 Above 35rs 12 12%

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6) What is your most preferred brand?
ANALYSIS:
The graph shows that LUX and DOVE are leading in the market with
27% of market share each and MYSORE SANDAL is third preferred brand with 23% of
market share.
INTERPRETATION:
MYSORE SANDAL is third preferred brand because they never advertise there product as
the LUX and DOVE does.
Mysore sandal
23%
lux
27%
dove
27%
lifebuoy
4%
others
19%
1 Mysore sandal 23 23
2 Lux 27 27
3 Dove 27 27
4 Lifebuoy 4 4
5 Others 19 19

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7) What kinds of bath soap do you use?
ANALYSIS:
By above pie graph we can say that 23% of people prefer sandal soap. . From
The Analysis of table it is clear that Most consumers are using the chemical and
Herbal/Ayurvedic kind of soap.
foamy
12%
sandal
23%
milky
45%
glycerin
12%
medicin
al
4%
neem
4%
1 Foamy 12 12%
2 Sandal 23 23%
3 Milky 46 46%
4 Glycerin 12 12%
5 Medicinal 4 4%
6 Neem 4 4%

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INTERPRETATION:
Thoughsandal is saidto be goodfor skin,the influence of mediaorthe advertismentshadcreateda
huge impacton the mindsetsof the customerswhichtheyare forcedto use all the chemical and
Herbal/Ayurvedickindof soaps
8) Have you everused Mysore sandal soap?
9) If yes.. Reasons forusing Mysore sandal soap?
87%
13%
Yes no
S.No Particulars Respondents Percentages
1 Yes 87 87%
2 No 13 13%

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ANALYSIS:
The graphs above show that 87% of people used the MYSORE
SANDAL soaps at some point.50% of people feel that Mysore Sandal soap is good because
of perfume and 36% feel that it suits skin.
INTERPRETATION:
Most of the people feel that Mysore Sandal soap is good because of perfume,which makes
clear that the customers give more importance to perfume.
Perfume
50%
Long
lasting
0%
Hygienic
5%
Suits skin
36%
Value for
money
9%
Others
0%
S.No Particulars respondents Percentage
1 Perfume 50 50%
2 Suits skin 36 36%
3 Value for money 9 9%
4 Hygienic 5 5%
5 others 0 0%

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10) If no..reasons for not using it?
ANALYSIS
Graph show that 68% are not able to use mysore sandal because of lack of awareness,
13% are not using because of low supply,19% feel that soap is expensive.
INTERPRETATION:
Customers are not able to use mysore sandal soap due to the lack of awareness because the
soaps are less promoted when compared to other soap available in the market.
Lack of
awareness
68%
lack of
availablity
13%
expensive
19%
don't likeit
0%
other
reasons
0%
1 Lack of availability 13 13%
2 Lack of awareness 68 68%
3 Expensive 19 19%
4 Other reasons 0 0%

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11) Where do you usually purchase soap?
ANALYSIS:
Graph showsthat 13% purchase fromretailsstore and 68% purchase fromsupermarkets.
INTERPRETATION:
Supermarket gives more buying power to people.
65%
35%
0% 0%
super markets local retail stores
whole sale stores Others
S.No Particulars Respondents percntage
1 Retail store 33 33%
2 Super markets 67 67%
3 Whole seller 0 0%

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12) who in your household decides which soap to purchase?
ANALYSIS:
In maximum of cases it is the female who has the decision
power regarding soap purchase. 43% cases the decision of buying soaps is taken by female
and 19% of cases male are involved and the rest is both.
INTERPRETATION:
In most of homes,the households are purchased by the females.Because they are the only
one aware of the households availability.
males
19%
females
43%
Both
38%
1 Male 19 19%
2 Female 43 43%
3 Both 38 38%

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LIMITATION OF THE STUDY
1. Limited number of respondents i.e. 100
2. The survey is confined for a period of one month.
3. The study is conducted assuming that respondents are honest and give correct
information.
SUGGESTIONS
1. The company should motivate its present consumers to increase the usage rate of the soap
through effective advertisements.
2. The company should develop effective marketing strategies to create awareness in
untapped market.
3. The company should reduce the price in respect of their rival who keeps the prices as
competitive as possible.
4. The soap should be making available to all the purchase points wherever the consumer
can buy the product.
5. KSDL should promote their factory outlets.
Most of the consumers belong to the age group of 20 – 30, so there is a need to concentrate
on the other customers who belong to other age group.

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CONCLUSION
It can be concluded that the various influencing factors responsible for the purchase of
the Mysore Sandal Soaps are, family/friends, advertising & others. It can also be concluded
that the consumers have chosen Mysore Sandal Soaps and keeping in the mind the goodness
of sandal oil, brand name and also the company’s image. Most of the consumers are satisfied
with quality and also there is a delight to the customers to suggest their product to others.
The study has also helped me to gain good amount of knowledge and has also exposed me to
the industrial environment.

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BIBLIOGRAPHY
1. Marketing management : Philip Kotler.
2. Consumer behavior : Leon G. Sahiffman and &
Lesiz Lazer Kanuk
3. Marketing Research : Donald S. Tull
Del I. Hawkins
Website : www.ksdl.com

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ANNEXURE
QUESTIONNAIRE
1) Gender
a. male b.female
2) what is your age
a.15-25 b.25-35
c.35-45 d.above 45
3) what is your occupation
a.student b.housewife
c.employee d.proffesionals
4) How many soaps do you require for a month
a.1 b.2
c.3 d.4 and above
5) what is the maximum price spend by you for a bath soap
a.<15 rs b.15-25 rs
c.25-35 rs d.above 35 rs
6) What kinds of bath soap do you use
a.foamy b.sandal c.transparent d.milky
e.color f.glycerin g.medicinal h.neem
7) what is your most preferred brand
a.mysore sandal b.lux
c.dove d.lifebuoy e.others

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8) where do you usually shop for purchasing soap
a.super markets b.local retail stores
c.whole sale stores d.others
9) who in your house hold decides which soap to purchase
a.males b.females c.both
10) Have you everused mysore sandal soap
a.yes b.no
11) If yes..reasons for using mysore sandal soap
a.perfume b.color c.long lkasting
d.hygenic e.suits skin f.value for money
g.others
12) If no..reasons for not using it
a.lack of awareness b.lack of availablity
c.expensive d.don't like it
e.other reasons

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