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Brand Preferences and Sales Promotion Schemes of Karnataka Soaps and Detergents Limited

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Brand Preferences and Sales Promotion Schemes of Karnataka Soaps and Detergents Limited BRAND PREFERENCES AND SALES PROMOTION SCHEMES OF KARNATAKA SOAPS AND DETERGENTS LIMITED PROFESSOR SARWADE W.K. DEAN , FACULTY OF COMMERCE AND MANAGEMENT DR. B.A. M. UNIVERSITY , AURANGABAD MR. CHETAN W . SARWADE RESEARCH FELLOW B.M.C.C. COLLEGE PUNE Introduction Toilet soap industry in India valued at Rs.7, 500 Crores with production exceeding 8 lakh tonnes. The toilet soaps have a growth rate of 6-8% in toilet soap industry roughly has 150 brands. The demand in urban market is relatively stagnant but the rural market experiences healthy growth. The toilet soap market can segment into 4 types:- Carbolic / Economy Segment (e.g. Lifebuoy, Nirma bath) Popular Soaps (e.g., Lux, Nirma, Hamam) Premium Soaps (e.g., Palmolive, Pears, Mysore Sandal Soap) Super Premium Soap (e.g., Dove, Le-Sancy, Camay) Soap buying is a low involvement purchase decision. The most important attributes are price, perfume, packaging & advertising. The buyers in the soap industry make a tacit elevation of these dimensions in their quest of “Value of Money”. As a result buyers find to have a low brand loyalty. However, market being pull based advertising is used to create considerable brand equity. Significance of the study The product Mysore Sandal Soap is a popular product of Karnataka Soaps and Detergents Ltd. Formerly it was known as Government Soap Factory of Mysore. It is wholly owned by Government of Karnataka a Public Limited Company. It is also known as the “Fragrant Ambassador of India”. It has 3 main lines of production namely Fatty Acid, Detergent and Soap plant. This is apart from sandal wood and distillation and refining units at Mysore and Shimoga. The agarbathi units are also located at Mysore. It has a licensed capacity of 60000 metric tones but current capacity is 28,000 tonnes. It can process 10 different soap formulations. Mysore Sandal Soap is priced at Rs.20 for 125 gm. This makes its cheaper than competing brands. However, some consumers perceive it to be extensive popular soap. Sandalwood price is revised twice in a year where as prices of other product is done once in a year. Objectives of the study 1. To study the buying behaviour and purchasing practices of Mysore Sandal soaps and detergents. 2. To know the buying influence & different buying motives of customers. 3. To know the consumers psychology in brand awareness, preferences and brand image. 4. To study the effectiveness of the sales promotion schemes and sales performance of said product. Research Design & Methodology Hypothesis tested 1) “It is assumed that consumers in the age group of 18 to 35 years are aware about the brand of KSDL/Mysore sandal soap. 2) Sandal soaps & detergents are mainly used in the state of Karnataka. Sample Design The Bangalore is a mega fast developing industrial and computerized city. The total population of Bangalore city is approximately 22-25 lakhs. Due to time and cost constraints it is not possible to deal with all the customers, by the help of convenience method 50 customers from four major parts of the city have been selected for the study purpose .i.e. Jayanagar, J.P. Nagar, Big Bazars and Food Worlds etc. Scope & Limitations of the study 1. As organization is working at 3 main lines of production namely fatty acid detergent and soap plant then definitely is a wider scope to study each of them. 2. As organization is exporting in 2 types i.e., Direct Exports and Indirect Exports, it provides better scope to study it separately. Limitations of the Study:- 1. This study is conducted in Bangalore City only hence it can not be generalized. 2. Consumers often change their preferences and responses in time and hence there is possibility of certain unreliable data. 3. Certain peoples have preconceived and pre-conditional perceptions about product hence the chance of them being bias. Karnataka Soaps And Detergents Limited 1. The ravages of war didn’t spare even sandal wood and it lay stockpiled achiest dust heaps in dock yards. This urged the Maharaja of Mysore to set up the Sandal Wood oil factory on the outskirts of Koti Forests near Bangalore. Subsequently, another factory was started on the west bank of the river Tunga & Shimoga. The next project to go on stream was in 1918 when the government soap factory was established. Thus established due to the pioneering efforts of the Maharaja of Mysore, the project took shape under the engineering skills of Sri. M. VISHVESWARAIAH, solely to manufacture sandal soaps. The credit for perfecting the process of manufacturing sandalwood oil and the famous Mysore Sandal Oil soaps goes to Mr. S.G. Sastry. The initial capacity was set up to manufacture 1000 tones of soaps. It is a wholly Government owned company and is a leading manufacture of quality soaps, detergents, agarbathis and industrial products. KSDL occupies a prime states the world over in the manufacture of quality sandal wood. It is a hundred percent Government owned company under limited liability and has an authorised capital of Rs.20 Crores, and paid up capital of Rs.17.65 Crores. Its loans have been soured by Financial Institutions like I.D.B.I, IFCI (Industrial Financial Corporation of India), ICICI (Industrial Credit and Investment Corporation of India), Corporation Bank, Canara Bank and the Government of India. It is presently located in the Rajajinagar Industrial area on the Bangalore to Mumbai Highway. It has its branches in Chennai, Hyderabad, Calcutta, Delhi, Mumbai and Kanpur. The total land area in possession of KSDL is about 39 acres of which about 15 acres have been occupied by the existing soaps and detergents units. The factory in it’s present scale began working in July 1957, to meet the increasing demand the Government of Mysore expanded their industry in the year 1950 in two phases:- Further improvisation took place in the year 1954 with a total cost of 21 lake and was completed by 1974 producing 10,000 tones of detergents product per annum for 1975 onwards. Production Highlights KSDL has three main line production plant. The fatty acid and Hydrogen plant, the detergent plant and the soap plant, at their Bangalore complex. This is apart from the Sandal Oil Distribution and refining units at Mysore and Shimoga. The agarbathis (joss stick and incenses) units are also located at Mysore. With a 45 million investment in machinery, the fatty acid plant is the major raw material source for KSDL’s soap units. The plant has process facilities for continuous fat splitting, glycerine concentration, distillation and refining, fatty acid hydrogenation and satiric acid. The distribution channel if a five level channel and is as follows:- The company also exports its products to countries like USA and Dubai directly and indirectly, through merchandise agents. The earnings in foreign exchange for the year 1996-1997 was Rs.2, 16, 45,342.00 On 1 st October 1980 the government soap factory i.e, public sector industry was renamed as Karnataka Soaps and Detergents Limited. The trade mark of K.S. & D.L. “THE SHARABHA”. The carving on the cover is the Sharabha the trade mark of K.S & D.L. Socio- Economic Profile Of Selected Respondents Indian markets Is captured by the different organizations. Every organization is trying to inculcate their own brand name in the minds of consumer by using different skills for sales promotion. With this it is necessary to see the socio-economic profile of respondents and for this purpose 90 respondents are taken as samples amongst the population by assuming that their responses will be applicable to whole population. It was seen that the respondents were of different occupations. The following table shows their occupations. Table No. 1 Distribution of respondents on the basis of their occupation Sr. No. Occupation Frequency 1 Govt. employees 10 2 Businessmen 8 3 Students 15 4 Private Organisations 16 5 Housewives 21 6 Servants 06 7 Professionals 14 Total 90 Source: Field Survey 2009 – 2010 Table no. 1 shows the different occupation of the respondents. It was necessary to chose them like that to study the brand preferences and sales promotion schemes in KSDL. Out of 90 respondents 10 are Govt. employees, 8 are businessmen, 15 are students, 16 from private organizations, 21 housewives, 06 servants and 14 are from different professions. To study the socio-economic profile of respondents it is also necessary to study area and gender wise distribution. Marketing Strategy Of Karnataka Soaps & Detergents Ltd. Distribution Channel KS & DL has a annual transportation contract for its transportation. The selection of contractors is to call tenders from reputed registered firms. Payment will be arranged after one month on the receipt of stocks at destinations. For shortages/ damages stock at destinations cash are recovered from them and the bills are initially recovered from insurance company. For speedy dispatch of finished goods KS & DL has opened depots all over the country. These C & F depot will work under the control of concerned branches. There are 7 branches & 22 depots of KS & DL all over India. Advertisement KS & DL sponsors spot advertisement in national network for about 10-20 sec on important occasions and also in selected by branch depending on viewers of local television serials and advertisement in leading news papers, magazine and periodicals. The advertisement is more in local paper when compared to national papers because the cost is more. Printing on posters, sign boards, hoardings, TV, Selected railway & bus station. This is mostly used in south India. The present year budget for advertisement is 8 Crores. f) POP (Point of Purchase):- Point of Purchase displays and demonstrations are taken at Point of Purchase and sale.
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