Mysore Sandal

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SUBMITTED TO – PRABU DOSS K

2010
MMA – MYSORE SANDAL SOAP

SUBMITTED TO – PRABU DOSS K

XIME

SUBMITTED TO – PRABU DOSS K

SUBMITTED TO – PRABU DOSS K
Submitted by:
Aravindhan - 18
Charumathi -28
Amrutha Gadag - 37
Gaganpreet kaur - 38
Hariharan - 42

Table of Contents
Executive Summary……………………………………………………………………………………….......3 Introduction……………………………………………………………………………………………………4 Objectives……………………………………………………………………………………………………..4 Situation Analysis……………………………………………………………………………………………..4 Industry Analysis……………………...…………………………………………………………….4 Competitor Analysis……….………………………………………………………………………5 Company Analysis…...……………………………………………………………………………..6 SWOT Analysis……………………………………………………………………………………………….7 Market Segmentation………………………………………………………………………………………….8 Marketing Mix…………………….………………………………………………………………………..9 Product…………………………………………………………………………………………...9 Product Diversification….………………………………………………………………………....9 PLC………………………………………………………..………………………………………10 Pricing……………………………………………………………………………………………..10 Promotion…………………………………………………………………………………………11 Distribution………………………………………………………………………………………..12 Customer Services……………………...…………………………………………………………14 Plans for the next one year…………………………………………………………………………………..14 Conclusion………………………………………………………………………………………16 Bibliography……………………………………………………………………………………….17 Annexure…………………………………………………………………………………………..18

Executive Summary
The main objective of this project is to achieve a thorough understanding of the various concepts of marketing which we have been familiarised with, through the curriculum. This has been brought about by correlating theory to practice and we have selected Mysore Sandal (Toilet Soap) as our product, for the same.

Through this marketing project, we have tried to understand the activities of KSDL (Karnataka Soaps & Detergents Limited) in a holistic manner and also specifically pertaining to marketing, analyse its product Mysore Sandal in particular. KSDL is one the premier soap manufacturers in the world. The situation analysis talks about the soap industry on the whole, analyses KSDL as a firm. It was found that KSDL has the second highest market share in the industry and targets a niche segment. The competitor analysis talks about the various competitors of KSDL. It also analyses the strengths and weaknesses of its competitors. SWOT analysis deals with the Strengths, Weaknesses, Opportunities and Threats in respect to KSDL and the Soap Industry. Here, it must be noted that the Opportunities and Threats are for the Soap industry on the whole. Under utilization of capacity, high debts and almost obsolete plant and machinery seem to be the major weaknesses whereas product differentiation, raw material availability, distribution channels and brand image seem to be its major strengths. The segmentation talks about demographic, psychographic and geographic segmentations with regards to KSDL with relevance to our product( Mysore Sandal).It has been observed that the company targets a niche consumer segment for this product. Under the Marketing mix we discuss about the various aspects of its pricing strategies, the different variants offered in this product line, channels of distribution and the promotion strategies that are adopted. To conclude, we have provided suggestions and strategies that KSDL can adopt over the next one year in order to strengthen its presence in the market and promote its sales. Some major recommendations include reaching out to rural areas(now upper middle class and high income groups are being targeted),changes in pricing policy to facilitate the previous point , aggressively promote its lesser known products like incense sticks, baby soap etc.

Introduction
India is a vast country with a population of 1,030 million people. Household penetration of soaps is 98%. People belonging to different income levels, different age groups, and different gender use different brands, which fall under different...
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