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"Brand Awareness towards Shashi Detergent Soaps"
1. INDUSTRY PROFILE
Soap is one of the commodities, which has become an indispensable part of the life of
modem world. Since it is non-durable consumer good.There is a large market for it. The
whole soap industry is experiencing changes due to innumerable reasons such as
government relation environment and energy problem increase in cost of raw material etc.
The changing technology and ever existing desire by the individual and the organization
to produce a beffer product at a more economical rate has also acted as catalyst for
dynamic process of change.
More and more soap
manufacturing are trying to capture-a commanding market share by introaucing and
maintaining acceptable products. The soap industry in India faces a cut-thought
competition while multinational companies dominate the market. They are also facing
severe threat form dynamic and enterprising lew entrance especially during 1991-
92.
If we look back into the history of soaps and detergents. Mankind knew about soaps
nearly 2000 years back i.e. 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 and
had foaming and cleansing character since then in 1192 A.D. the first commercial batch of
soaps was made and marketed by MIs Bristol soap
market in London, from there in 1 662A.D. the first patent for making soap was taken in
London. The world
> Hindustan levers limited.
> Tata oil mills (taken over by HLL)
> Godrej soaps private limited.
1 I J V T M B A Prnur immt f l v n u t r t P iut 1
consumption of soap in 1 884A.D. was said to be 2lakhs tones p.a.
THE INDIANSOAP AND DETRGENT INDUSTRY
The Indian soap industry has long been dominated by hand full of companies:
The Indian soap industry continued to flourish very well until 1967-68, but) stagnate and
soon it started to recover and experienced a short upswing in 1974. This increase in demand
can be attributed due to:-
>
Growth of population.
> Income and consumption increase.
India is the ideal market for cleaning products. The country's precipitate consumption of
detergent powders and bars stands at 1.6 kg and soaps at 543gms. Hindustan lever, which
towers over the cleaning business, sells in all over the cleaning business but the tiniest of
Indian settlements. : :::.: ::::: : : :............
The 7.4lakhs tones per annum soap market India in crawling along at 4%. The hope lies in
raising rupee worth, the potential for which has high because the Indian soap market is
pseudo in nature and it amazingly complex
being segmented not only on the basis of
prices benefits, but even a range of emotions within that outlining framework.
The size of the Indian detergent market is roughly estimated to be 12,000 Cr. Characterized
by immense competition and high penetration levels the Indian detergent segment is ruled
"Brand Awareness towards Shashi
1 I J V T M B A Prnur immt f l v n u t r t P iut 2
by players like Hindustan Unilever Limited, Henkel and Proctor & Gamble. As a result of
rapid urbanization the demand for better quality household products is constantly on a rise.
To cater to this increasing demand of quality washing powders most of the top detergent
brands in India are continually introducing better packaged detergents that are offering a
host of benefits in a single wash. In India HUL holds a 38 per cent market share in the
washing powder segment clearly standing as the winner. The other important players in the
detergent industry include Surf Excel, Nirma and Sunlight.
"Brand Awareness towards Shashi
3IJVT M B A Prnur immt f l vnut r t I
Top Detergent Brands in India
1. Wheel
2. Surf Excel
3. Sunlight
4. Rin
Launched in 1987 by Hindustan Unilever Limited, Wheel is India's top detergent brand.
Launched with the motive of catering to the masses this detergent brand in India was an
instant hit especially with the India's low income group. Known for its effective cleaning
with least effort, this product today is the country's most widely used detergent brands both
in urban as well as rural India. The introduction of wheel came as a welcome solution for
the elimination of dirt especially from heavy laundry like bed sheets, curtains blankets etc
Surf Excel
Introduced by HUL to cater to the 'Affluent' or elite-class of India, Surf Excel has evolved
to become synonymous with the word detergent in India. Reputed as being'the pioneer of
detergents in the country Surf Excel over the years, has evolved to become one of the most
flexible detergents that is used to cater to the constantly changing washing needs of the
Indian masses. Ranging from whitening to removal of stubborn stains this top detergent
brand in
India
caters to
all
kinds of washing requirements.
Sunlight
Sunlight is India's oldest detergent brand. Sunlight among the top detergents brands in
India was launched in 1888. It was first introduced in the market in the shape of a laundry
Wheel
"Brand Awareness towards Shashi
4IJVT M B A Prnur immt f l vnut r t I
cake. Since the shape did not favor the brand much it was later relaunched in the form of a
detergent which sold like hot cakes and gave tough competition to the other detergent
brands in the Indian market
"Brand Awareness towards Shashi
5IJVT M B A Prnur immt f l vnut r t I
"Brand Awareness towards Shashi Detergent Soaps"
Rin
Introduced in 1969 Rin was launched keeping in mind the 'Aspiring' or mid strata of the
Indian society. Known for providing innumerable benefits at absolutely affordable prices
this brand soon shot up to the top three detergent brands in India
In 2004, HLL was one of the oldest players in the Indian detergents market. The company's
origin went back to 1885 when the Lever Brothers set up "William Hesketh Lever", in
England....
Procter & Gamble was established in 1837 as a small, family operated soap and candle
company in Cincinnati, Ohio, USA...
Henkel SPIC India Ltd. (ITSIL), a 66 % subsidiary of Henkel KgaA, Germany, entered
India in 1989. Detergent was the single largest contributor to the company's revenues
followed by toilet soaps, talcum powders and personal grooming products. HSIL also
. exported detergents to Taiwan, Oman, Bahrain, Cyprus, Sri Lanka and Mauritius...
Recently Ghari detergent has surpassed several multinational brands to become the second
largest-selling detergent in the country. Three years ago, Ghari had a share of 10 per cent
which now stands at 17%, second largest in Indian market. Out of Rohit Surfactants'
(Parent Company) Rs 1,940-crore turnover in 2009-10, Ghari contributed as much as Rs
1,825 crore.
1 I J V T M B A P r n u r i m m t f l v n u t r t P iu t 6
Question arises how Ghari Detergent, a Kanpur based brand with low advertising and
promotional activities managed to defeat brands such as Tide and Nirma. The answer lies
in beautifully carfied strategy, but before that let's have a look on some industry statistics to
gain a
better
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t P iu t 7
understanding :
"Brand Awareness towards Shashi
1 I J V T M B A P rn u r i m m t f l v n u t r t
1. Select a Profitable and Force Concentration: In military terminology Force
concentration is the practice of concentrating a military force, so as to bring to bear
such overwhelming force against a portion of an enemy force that the disparity
between the two forces alone acts as a force multiplier, in favour of the
"Brand Awareness towards Shashi
B J V T M B A P r n u r i m m t f l v n u t r t 9
concentrated forces. Ghari also realized that it cannot beat Giants like HU and P&G due
to their financial muscle. So it selected Uttar Pradesh, with a population of 167 million
(highest in India) and accounts for over 12% of the country's FMCG sales. Ghari also
implemented extensive dealer network throughout the state. Thus, of the 3,000 Ghari
dealers in the country, 900 are in Uffar Pradesh
25 of them in Kanpur alone. Furthermore, nine of the
company's 18 manufacturing units are in Uttar
Pradesh
Know your consumer and reason to people consumer your product: Ghari
focused on housewiv i i m a l l town and villages which are extremely value
conscious buyer and willing to switch brands. Ghari realized that the only
differentiating factor it can offer is the value of money. To offer value for money Ghari
management settles the net profit margin of 9% against the industry standard of 12 to
13% for the premium brands. What may work in Ghari's favour-is the higher profit margin of 9% the company offers its dealers; rivals seldom
offerbefferthan6%or7%
3. Be innovative in reaching the
consumers: With only 35 crores of budget
allotted to Marketing and promotional activities. Ghari detergent goes to train.
4. The first campaign was the Ghari Detergent Express (a summer special) in
2008
that ran between Lucknow and Guwahati for two months
5. Taking the cue from there, Ghari has now advertised in Pushpak Express
that runs between Lucknow and Mumbai. The brand can also be s o i i i l w a y crossings in
West Bengal and Uttar Pradesh. Advertisements also being displtyed inside the bogies of
Swarna Jayanti Express (from Trivandrum to Hazrat Nizamuddin in Delhi)
last year that cuts across three or four states in south India ::
In addition, Rohit Surfactants promotes Ghari at roadside shows, magic shows and
exhibitions in smaller towns and cities. Customers are unlikely to see other brands at
these places an innovative idea to break the clutter. The magic shows have given Ghari
good visibility in cities like Jaipur, Indore, Kota, Alwar and Kanpur. About 30 company-
owned vehicles are used for out-of-home advertising. Of late, the company has taken
2.
"Brand Awareness towards Shashi
1I JVT M B A Prnur immt f l vnut r t Piut 10
some tentative steps towards the popular media. It has sponsored a show, Rakt Sambandh,
on NDTV Imagine.
"Brand Awareness towards Shashi
1I JVT M B A Prnur immt f l vnut r t Piut 11
Case of Ghari detergent highlights that how a mediocre brand can compete successfully
with big brands with a clear strategy and vision.
But in the same time sacrificing your margin and competing on the basis of price alone are
not the part of sustainable competitive advantage and journey ahead is not going to be a
cakewalk for Ghari Detergent.
PROBLEMS OF SOAP AND DETERGENT INDUSTRY:
Soap industry faces some problems increase of raw materials. The major ingredients like
soap ash alkyl, benzene and sodium. Tripoli phosphate posse' number in terms of
availability. The demand supply gap vegetable oil is 1.5 to 2 lakhs tons and is met though
imports. In recent times. Price of caustic soda has shown ashes in the cheaper varieties of
soapsarequitehigh
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t
2. COMPANY PROFILE
2.1 BACKGROUNDS AND INCEPTION OF THE COMPANY
Maharaja Industries manufacturing Detergent soaps, washing powder, crystal salt, table salt
and other products under the brand name of Shashi & Savaal, because of its good quality as
products made out of good raw materials to keep up consistent quality
Our qualified team of sales executives work in close co-ordination with our clients, to
understand their specific requirements and deliver products in exact accordance, we have a
strong foothold in
Karnataka as well as
South India, due to our
commitment to quality
and our excellent service.
A maharaja industry is one of the famous company producing detergent cakes, powder and
scouring powder etc... in South India. Maharaja industries are the most respected company
in India by producing quality products.
Smt. Shashikala Elangovan Ravi started manufacturing detergent powder at home in 1990
to spend the free time in a useful manner. She has studied up to 10th standard. Since from
childhood, she has been dreaming to industrialist. She was encouraged by her husband and
friend to start a small scale industry in manufacturing of detergent cakes, powder and
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t
scouring powder. Sri Elangovan Ravi, who was working in a detergent company, had a
good experience in his job. He resigned his job and joined his wife to support in her work.
Initially has commenced the business die investment around one lakh rupee with the help
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t
of 8 to 10 labors. Maharaja industry was registered under the partnership act with two
partners, being Smt. Shashikala Elangovan Ravi who is entitled for 60% share in the firm
and Sri Elangovan Ravi who has entitled for 40% of share in the firm. However, Sri
Elangovan Ravi is the partner of Maharaja Industries.
RAVIRAJA M .E. CHAIRMAN & MANAGING DIRECTOR
R.
PRAKASH GENERAL MANAGER
Basically he is a Textile Engineer having experience of 35 years in highly reputed Textile
Mills in India and abroad about 10 years worked in Nigeria (Africa), and joined this
Detergent unit in 2006. Since than the
GROWTH OF MAHARAJA INDUSTRY:
Because of our superior quality, today SHASHI DETERGENT CAKE is well known
product in Karnataka and also in some part of Kerala, Andhra Pradesh and Maharastra.
We intend to export out detergent products to south East Asia & Africa.
company is progressing in very positive manner. :"
"Brand Awareness towards Shashi
B J V T M B A P r n u r i m m t f l v n u t r t Piut 15
Initially firm started manufacturing the products with the help of 8 to 10 labors. But today
the firm has grown to such an extent that nearly 700 workers including 350 women are
working in industry. They, the labors, which belonging to economically weaker section of
the society like widows poorer and women. They have also appointed male categories
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t Piut 16
for hard work areas and marketing areas. They are manufacturing their products in the
brand name of "SHASHI, KAVYA, INDRA, and SKANDA AND AVAAL". They are
manufacturing their best products of least cost comparing the other products available in the
market. Now a day, their products have captured the whole area of Karnataka and some part
of other states like, Kerala, Andra Pradesh and Maharashtra.
2.2NATURE OF BUSINESS:
Manufactures / supplying of detergent cakes and powder, like shashi soap, avaal soap,
As a responsible, customer focused market leader, we will strive to understand the detergent
needs of the consumer and translate it into affordable products that deliver
STEPS TAKEN TO ACHIVE THE MISSION:-
1. Education for all: To secure them a brighter future.
2. Sustainable livelihood: through training and education for skill development.
3. Health care and hygienic living condition
shashi premium powder,
d e t e t sachet.
savaal detergent powder, shashi sachet powder, and savaal
2.3 VISION, MISSION AND QUALITY POLICY
1 To be the first choice soaps for customers
2 To be the preferred employer for staff in the detergent industry
3 to be number one detergent for creating shareholder value
value for money. :...
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t Piut 17
4. Family welfare
5. Restoring self esteem of physically handicapped
6. Empowerment of women
7. Community development. Holistic development o the community including
infrastructure
COMPANYAIMS:
1 Excellence in all spheres of management through
:: 2 knowledge integration programme [KTP]
3 Still development programme [SDP]
4 Participative mgt. through consensus and consultation
5 System-perfection
6 Delegation and decentralization
B J V T M B A P r n u r i m m t f l v n u t r t Piut 18
Shashi detergent cake is the flagship brand of the 'Maharaja industries', situated in
Davangere. Maharaja industries is specialized in manufacturing detergent cake, soap and
dish wash powder. The company is one major detergent manufacturing industry owned by a
single individual and is running independently.
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t Piut 19
Shashi Detergent Cake
Shashi Detergent Powder
Shashi Agarbathis
Shashi Match Boxes
Shashi Crystal Salt :••
Shashi Table Salt
Savaal Detergent Cake1
Savaal betergent Powder
Savaal Agarbathis
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t Piut 20
Detergent:
This division manufactures high quality, Detergent cake and Detergent powder. Under
brand names such as Shashi and Savaal.
Agarbatti : Match box: These products strictly competence to international products.
Shashi Detetergent Cake available in Pink & Blue color with 1 5Ogms & 250 gins pack
size, Possesses the perfect formulation for your washing requirements, and also detergents
are optical whiteres & Anti graying ingredients enchance the brightness of cloth.
Crystal salt & Table salt: This unit deals in good quality.
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t Piut 21
Shashi Detergent Washing Powder:
Exploding the myth that 'better quality always demands higher price", Shashi introduced
a spray-dried blue coloured washing powder in the premium segment, in 199 ailable in
25g, 500g and l000g packs, this product out-classed its competitor bran s. This brand,
within a short span of two years, had cornered substantial market share in the premium
detergent segment and continues to perform well.
::WSavaal Detetergent Cake availe in White & Blue eoloi'ith 1 5Ogms & 250 gms pack size,
cloth. •
"Brand Awareness towards Shashi
B J V T M B A P r n u r i m m t f l v n u t r t Piut 22
Possesses the perfect formulation for your washing requirements, and also detergents are
optical whiteres & Anti graying ingredients enchance the brightness of
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t Piut 23
Savaal Detergent Washing Powder:
To cater to the needs of the specific target audience, Savaal launched a' good quality
product at a very affordable price. The objective is to convert the non-users of detergents
into users and also prevent the competitors and local manufacturers to lure away the
prosective Savaal consumers by sub-standard products. It is available in pack sizes of 500g
and
l000g
pack
sizes.
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t Piut 24
Shashi & Savaal lodised Salt: lodised Salt is a Quality Product with a guarantee of being
the bestin the quality parameters, Free flow nature, Saltness, Whiteness and the size of the
granules, in 1 Kg Pack.
Scouring bar is a potential emerging market in India. By offering Shashi & Savaal Clean
Dish Wash Bar, Shashi tried to tap this huge market. It is also a one-type of value product
to the brand loyal consumers, catering their distinct needs. This product, like other
products from Shashi stable, offers best quality at the most affordable prices. It is available
in 300g pack size. It is being offered in 200g and 400g pack sizes. Inspired by the success
of the bar, Shashi Bartan Dishwash Powder was also, subsequently soft-launched, in l000g
pack size.
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t Piut 25
Shashi Shampoo:
It is one of the most trust worthy and Reliable
Brand Shampoos removes dandruff and gives great
look to your Black hair.
Shashi Soap Nut Powder:
It is one of the most trust worthy and Reliable Brand Soap Nut Powder removes
PRICE STRATERGIES OF MAHARAJA INDUSTRIES
The pricing strategies of Maharaja Industries are quite good. They fix the price at
comparatively level. They follow low pricing strategy. This helps them to reach to
common people and rural areas. The pricing of Maharaja Industries consists of essentials of
dandruff and gives great look to your Black hair.
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t Piut 26
a sound price policy. They are:
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t Piut 27
1. The price policy helps the firm in realizing maximization of profits and fair return
on investment.
2. The price policy helps the firm in meeting market competition successfully
3. The price policy of Maharaja Industries assures reasonable margin to them and also
intermediaries ,i.e.,
wholesaler and
retailers, who can be induced to take more interest take more interest in promoting
the sales of the firm only through margin of
commission.
4. The pricy policy of Maharaja Industries is flexible, and not rigid. It permits them in
changing price depending upon the market
force of demand
and supply and economic conditions of boom and depression.
5. The Maharaja Industries is follows cost plus price method. This method is also
called as mark-up price, margin pricing or full cost. The sales per unit of product
comprises:
a) The cost of the product per unit covering
the cost of
producing the product,
the administrative and selling cost and depreciation and interest etc., and
b) The desire mark -up profit margin.
The mark-up may be at a certain percentage based on cost or sale price. The mark up
percentage of profit differs from one product to another.
DISTRIBUTION STRATERGY OF MAHARAJA INDUSTRIES
The distribution strategy helps the firms in following functions:
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t Piut 28
1. They facilitate the physical movement of goods.
2. They take under storage function i.e., storage of goods.
3. They provide information to the buyer about the availability, features, uses and the
prices of goods in the channel of distribution.
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t Piut 29
Maharaja industries are concentrated on SUPER STOCKIST nature of distribution along
with regular with regular distribution strategies like manufacturer, retailer and direct
marketing. For local market i.e., with in Davangere they use Direct marketing strategy.
Specially recruited persons going to customer's doors and sell the products. For regional
market they use manufacturing retailer strategy. For this purpose the company uses force
for its own sales force. They visit retail shops in a specified period like weekly once or
fortnightly. Along with this they will supply the products as per orders placed by the retail
shopkeeper. The sales force is doing a job in this case. They cover whole Middle
Karnataka. Along with this distributional strategy the company's main distributional
strategy is SUPER STOCKISTS. This will help them in several ways. By using this
o p t i i e y can market their products more widely. For a small scale business entering into
the outside state market is easy task to perform. This helps them in marketing products in
states like Tamilnadu, Kerala, Pondicherry and Andhra Pradesh. : : -
Currently there are more than 10 SUPER STOCKISTS for Maharaja Industries. They are
widely spread all over Karnataka and outside Karnataka. The name and address of SUPER
STOCKISTS are not mentioned. It is because company sources are very cautious about
this. They think it might cause for leakage of business secrecy. So this is become one of the
limitations of the study. This strategy helps them in problems solving like storage of
products. This is a one of the major problem in distribution. As they using strategy
automttically this will
solved out.
Shashi Limited markets its products through its fully owned subsidiary Shashi Consumer
Care Limited (SCCL), which was incepted in 1985. SCCL in turn resells these products in
the market under the umbrella brands "Shashi" and "Savaal" along
with extensions.
The distribu n strength of Shashi is based on mutually rewarding and satisfying
relationship. --
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t Piut 30
Shashi pioneered the concept of flat distribution network. Shashi Consumer Care Limited
operates with two parallel distribution networks. The SHASHI brand is
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t Piut 31
marketed through the first network, which consists of about 450 exclusive distributors. It
is one of the lowest cost FMCG distribution channels of the country.
Principal Channel [Shashi Products]:
The Savval range of products is marketed through a parallel marketing
network that
comprises of more than
2000 distributors.
Parallel Channel [Shashi Products]:
· Wider Reach : -
· Speedy Market Intelligence
· Competitive edge & Better focus
· Complementing Principal Channel
All SHASHI and SAVAAL range of products have a retail reach of over two million retail
outlets and more than 40 million loyal consumers spread all over the country. The
Company has been successful in establishing an extremely good urban as well as rural
presence through the two distribution channels. The distribution channels have played a
significant role in making Shashi a household name. The efficient network has made Shashi
Washing Powder and Shashi Detergent
Cake, the
brands with highest penetration in the respective product categories in the market. The
network is well equipped to meet the demands of the loyal consumers of the Company
across the country.
The robust network ensures the availability of various products at different retail outlets
across the nation. The Distribution channel is geared up to enhance trade relations, build up
the retailer base by providing various benefits and incentives, organize and implement
different activities to generate sales and manage numerous other programmes, schemes and
activities concentrated towards business development.
· Lowest Cost system in India· Speed in distribution
· Flexibility . : :
1I JVT M B A Prnur immt f l vnut r t 32
"Brand Awareness towards Shashi Detergent Soaps"
PROMOTIONAL STRATEGIES OF MAHARAJA INDUSTRIES
When Maharaja Industries come to the promotional strategies tries its level best to Promise
its products .it uses several kinds of promotional strategies. They are discussed in this head.
Maharaja Industry's
personal selling way of promotion strategy includes both manufacture's salesman and
wholesaler's salesman. For the purpose of manufacture's salesman firm has own sales force.
Second one left to wholesaler or SUPER STOCKIST S. along with these two they had
middlemen in sales promotion as said by the firm's sources. Middlemen in sales promotion
are good strategy. Because they reduce the work of firm's sales force. The middlemen are
generally expert in field.
They can easily promote
the product than that
of firm's sales force. The
help sales made by the firms can study
effectiveness of sales promotion. The
following table gives you about sales of last five years.
MEDIA OF ADVERTISING
The firm is marketing its products through various Medias of advertisement. They are:.- I- ;..
a) TELEVISION ADVERTISEMENT: The firm ha4iven its advertisements for itsI I
products in television through various channels like Udaya TV, Etv & local cables.
b) NEWS PAPERS: The firm has also given advertisements in news papers like Vijaya
Karnataka, Samyukta Karnataka, & Local paper.
c) SPONSORING PROGRAMMES: The firm has also advertised its products through
sponsoring various programmers like magic show conducted by Sri. Kundroli
1 I J V T M B A P r n u r i m m t f l v n u t r t P iu t 33
Ganesh and Crazy Night in ETV.
d) DOOR TO DOOR SALES: The industry also engaged in the door to door sales
activities by giving offer.
e) LAUNCHING OF SALES: Launching of sales like promotion schemes by way of
1. Discount coupons to dealers.
1 I J V T M B A P r n u r i m m t f l v n u t r t P iu t 34
2. Discount coupons to retailers.
3. Gold/silver coin scheme.
1 I J V T M B A P r n u r i m m t f l v n u t r t P iu t 35
Maharaja Industry is located in Davangere, Karnataka state. The plant is located in outside
Davangere i.e., at the industrial area in the Lokikere road. . . :
1 I J V T M B A P r n u r i m m t f l v n u t r t P iu t 36
Email:maharaj [email protected]@shashisoaps.com
Website :
www.shashisoaps.com Contact us
Corporate Office I Registered Office
MAHARAJA INDUSTRIES NO. 205/A, KJADB, Industrial area, Lokikere road Davangere
- Os
Factory Contacts
MAHARAJA SOAPS INDUSTRY (P) LTD., PLOT NO. 768/500,
LOKKTKERE MAIN ROAD, NEAR INDUSTRIAL AREA, DAVANGERE -05
KARNATAKA, INDIA Ph: 08192 - 262826
Cell: 9945526399, 9945526163, 9945526167
"Brand Awareness towards Shashi
B J V T M . B . A P r n u r i m m t f l v n u t r t Piut 21
Maharaja Industries was registered under the partnership act with two partners, being Smt.
Shashikala Elangovan Ravi who is entitled for 60% share in the firm & Sri Elangovan Ravi
who has entitled for 40% of share in the firm. However, Sri Elangovan Ravi is the partner
of the Maharaja Industries.
2.7 COMPETITORS INFORMATION:
> Nirma
> Wheel
> Sundari
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t Piut 38
"Brand Awareness towards Shashi Detergent Soaps"
> Henko
> Surf-excel
During the year of 2002, the Davangere district women
industrialist association has selected Smt. Shashikala Elangovan Ravi has a "BEST
WOMEN ENTERPRENEUR". The Lakshmi Vilas bank, the Davangere co-operative
urban bank, the lions club and Mahila Samaja have honored her getting the award.
For quality maintenance
and for invention of new formulas, there is a separate laboratory. They are always checking
the quality of the finished product. Till this industry as given the more importance to the
new method of technology, this should not minimize the labour
Facilities:
Today the firm has grown to such an extent that nearly 150 workers including women
are working in industry. They the labours, which belonging to economically weaker
> Canteen facility.
> Vehicle facility.
> Waiting room.
B J V T M . B . A P r n u r i m m t f l v n u t r t Piut 21
sections of the society like widows poorer and women. They have given more
importantance women category. They have also appointed male categories for hard
work areas and marketing areas. Till today they not faced any type of labour problem
1 I J V T M B A P r n u r i m m t f l v n u t r t Piut 40
because the labours are working as family members. They are manufacturing their
products in the brand name of SHASHI & SAVAAL". They are manufacturing their
best products of least cost comparing the other products available in the market.
To develop a culture among our employees in rendering excellent service first our
customers and then to the general public by encouraging basic moral values of kindness,
courtesy, co-operation , honesty, and multi discipline among others. To enhance
employee productivity by providing a job stability professional development and
financial growth.
"Brand Awareness towards Shashi
1I JVT M B A Prnur immt f l vnut r t
1.
Mixing of raw materials (which are purchased from outside).
2. Noodle plant-after mixing the raw material, the product will be passed by this plant.
Then the cake will be fully mixed and avoid the crocks on the design of the cake.
"Brand Awareness towards Shashi
1I JVT M B A Prnur immt f l vnut r t
3. Bar machine-after mixing the product on Noodle we are dumping the products there.
Then the cakes long bars will get.
4.
4. Cutting machine-The length bars will be embossing and cutting will be going on.
Within the short period they will start the manufacturing of shampoo, talcum powder, toilet
soaps with herbal based, they will try to improve their business to complete in the foreign
market also. Introduction of new higher power point detergent powder for institutional sales
in bulk packaging and attaining the market leadership. Introducing new trade schemes to
increase sales. Aggressive advertisement and publicity as a part of sales promotion. ..:
: :::: :
3. Wrapping -After cutting the cake it will kept for 3 and 4 hours for drying. Afterwards it will be wrapping by the machine/hand packing.
FUTURE GROWTH AND PROSPECTUS:
"Brand Awareness towards Shashi
S t ruc tu re :
The main theme of the organization structure is comprehend all the possible dimensions of
organization structure as in developing the ability to focus on those dimensions which are
currently important to the organization's evaluation and to be ready to refocus as a crucial
dimensions shift.
"Brand Awareness towards Shashi
1 I J V T M B A Prnur immt f l v n u t r t Piut 44
Organization structure gives concrete shape of the organization. The structure of Maharaja
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t 4 5
Industries specifies division of activities. Maharaja Industries o r g a n o n can be viewed as
accomplishing 4 difference functions they are as follows.
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t 4 6
DEPARTMENTS OF THE COMPANY
1. Production department.
Production is any process or procedure developed to transform a set of inputs like man, Machine,
Material, Money management into a specified set of outputs like finished products in proper
quantity by achieving the objectives of an enterprise.
Production management is a set of general principles applied for production economics facility
design, and schedule design, quality control, work-study and budgetaiy control. The Detergent soap
industry in India adopted all the facilities which help in achievement of greater production like
location, layout production control etc.
Marketing department
Human resource department
Finance, accounts or office section.
2.
3.
5.
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t 4 7
PRODUCTION MANAGER
SHIFT INCHARGE
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t 4 8
NUMBER OF EMPLOYEES: 106
PRODUCTION PROCESS:
1. Reception of raw materials
Marketing department is consists of Marketing Manager, Assistant Manager, Sales Officer
and sales representatives etc... Marketing is a consumer oriented activity and also it is a
social process by which individuals and groups obtain what they need and want through
creating, offering and freely exchanging products and services of value with others.
Marketing
Department involves planning, organizing, directing and controlling the activities relating
to the marketing of goods and services to safety the needs of customers. Marketing
research and product planning are integral part of marketing department. The department
determines the appropriate marketing mix of the firm i,e., product design, its promotion, its
pricing and its distribution.
2. Using old technology machine.
3. Lack of standards for keeping the work place/machine pathway.
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t 4 9
Marketing department deals with the activity of managing the marketing such as planning
and executing the conception, pricing, promotion and distribution of
ideas, goods and services to create exchanges that satisfy individual and organizational
goals. Marketing Manager is the head of this department. This d e t r t e n t is concerned
with the marketing of the products and services. - The fnain objectives of marketing
depa ent are consumer
satisfaction, creation of demand
etc...
Karnataka
· J 1 J a s t r a
· Tamil Nadu
· Ar!dra Pradesh
. . : : ; . i : : : : : : T : : . W : . . T -The Tompany main products are detergent soaps and detergent powders which are sold in
different States in India are,
"Brand Awareness towards Shashi
1 I J V T M B A Prnur immt f l v n u t r t Piut 50
1. Buying and selling: For a sale of product there must be a buyer and seller who
exchange the product and product worth of money.
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t 5 1
2. Assembling: Assembling customers to but a product is also a major function of the
exchange.
FACILITATING FUNCTIONS:
1. Financing: Finance is a back bon of the any organization and it helps to marketing
department like finance for transportation, for advertisements, etc
2. Department: Marketing department facilitating many departments in an organization
like for production department how much to
produce based on the
market survey
and the demand for a product and for finance to keep sales transactions, etc.
Risk taking ::;
Standardization and grading: Standard of product packing, quality, etc set by a
marketing department facilitates lot to marketing department and for grading.
5. Market information: like market
survey for a product, opinion
about product from
consumers, competitors
information facilitates lot.
Problems:
1. Limited sales and promotional activities.
2. Lack of experience. •
3. No incentives for marketing executives like travelling allowance etc.
HRM means employing people, developing their resources, utilizing, maintaining and
compensating their services in tune with the job and organizational re9uirements with a
view to contribute to the goals of the organization, individual and society.............
3.
4.
Human resource department
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t P i u t 1 0
HR FUNCTIONS:
A. MANAGERIAL FUNCTIONS:
1 .planning
"Brand Awareness towards Shashi
1 I J V T M B A P rn u r i m m t f l v n u t r t 1 1
"Brand Awareness towards Shashi Detergent Soaps"
2. Organizing
3. Directing
4.Controlling
PROBLEMS
1. Problem of less factory labor's
aggressive marketing.
2. Limited days of training period
3. Less number of HR employees :
4. No flexibility in granting the
leaves
5. Leaders need to understand the various job responsibilities of a maharaja.
QUALITY DEPARTMENT
1 I J V T M B A P r n u r i m m t f l v n u t r t P i u t 1 2
For quality maintenance & for invention of new formulas, there is a
separate laboratory. They are always checking the quality of the
finished products. till date the industry has given more importance
to the
new
method of technology which should not minimize cost. The raw
materials should be as per the standard size, volume & with
suitable chemical composition & metallurgical composition.
Finale is the main source of business. Finance management 1is
concerned with efficient
F I I ' / C E ACCOUNTS/OFFICE SECTION L I I : : i l
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t P i u t 1 3
THE
ACCOUNTS MAINTAINED ARE:
COSTING SECTION:
use of an important economic resource, namely capital funds so
finance function is concerned with smooth and efficient
management of
> State bank of India . :: :> Urban co-operative
bank ltd
"Brand Awareness towards Shashi
1 I J V T M B A P rn u r i m m t f l v n u t r t 1 4
The operations of this section are:
> To maintain production records and reports
> To
calculate cost of
production
>
Maintenance of cost
audit reports
> Preparing yearly budgets
OFFICE:
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t Piut 15
In office section all other activities like recruiting, selection, and training, overall
maintenance and control can be done by this department.
The term skills include those characteristics which people use to describe a company.
Organizations have strengths in a number of areas but their key strengths and dominant
skills are few. Employee's skill 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 spesial
characters. This cannot be generalized skill among them. The employees of maharaja
i
ndustries have different skill, which are relevant for their work. . :•
Where they usually use multi skilled in production process and unskilled used in packing
and lifting the goods. Merit rating is given according to performance in their work.Basically here they divide the skill into two categories viz,
1. Skilled :::2. Unskilled
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t 1 6
"Brand Awareness towards Shashi Detergent Soaps"
S T Y L E :
The leadership style of maharaja industries is totally democratic means decisions are
taken by the top management only after discussing with its employees, there is no
restriction to any employee their
opinion. This leads to the free flow
of communication within the
industry.
STRATEGY:
Strategy is a choice of
direction and action; the company adopts to achieve its
objectives in a competitive situation. Any statements on overall
functional strategy that the company may wish to share are;
> Improvement in the existing products. ::
> Their future plans include launching of new products.
> Introduction of cost effective substitutes without compromising on quality.
SYSTEMS:
System refers to the
rules,
regulations and
procedures both formal and informal that complement the organizational structure. This
includes the way the functions of different departments are carried out.
1 Accounting systemFinancial statements are prepared under the historical cost convention on an accrual basis
1 I J V T M B A P r n u r i m m t f l v n u t r t Piut 17
> Inventory control system FIFO method for issuing materialsand comply with the accounting standards.
> C o s
1 I J V T M B A P r n u r i m m t f l v n u t r t 1 8
> Remuneration system
Time rate system is followed to employees Government fixes the remuneration to the
executives
Staff means that the company has hired able people trained them well and assigned them to
the right jobs. Employees are the functional unit of the organization. Their selection,
training, placement, induction everything is important for the organization staff deals with
the process by which employees are recruited, deployed, and developed their current
position futurk1p gradation etc, selection, training, reward and recognition , retention
motivation and assignment to appropriate work are all key issues. The total number of
employees in the industry is around 300.
> Production department - 106
Shared values means that the employees share the same guiding values. Values are things
that you would strive for even if they were demonstrably not profitable. Values act as an
organizations conscience, providing guidance in times of crisis. Identifying corporate
values is also the first essential step in defining the organizations role in the larger
community in which it functions. Any organization respecting the human resources has
good value sharing among the people in the organization.
STAFF:
> Marketing department- 110> Finance department -18
> ITrdepartment-12
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t Piut 19
Maharaja industry presents their faith; they believe their core values. They strive towards
the achievement of their customer satisfaction, to provide safe working condition, to
maintain discipline at all levels, to provide a friendly, congenial working atmosphere,
employee satisfaction to the maximum.
"Brand Awareness towards Shashi
1 I J V T M B A Prnur immt f l vnut r t Piut 20
"Brand Awareness towards Shashi Detergent Soaps"
SWOT ANALYSIS:
STRENGTHS
WEAKNESSES
THREATS
A tool used by the organization to help the firm to identify its strengths, weaknesses, threats
and opportunities is called SWOT analysis. A SWOT analysis is used as a framework to
help the firm develop its overall corporate marketing or product analysis.
Strength and weaknesses are the internal factors of the organization and are controllable.
Opportunities and threats are the external factors of the organization and are uncontrollable.
>
Ma
h araj
a
industries have good reputation in local market. Production quality is the strength of the
maharaja industries. Good dealer distributor network and market base.
> Sound infrastructure facility. . .: ::: 1 Strong advertisement and promotional tools.
1 I J V T M B A Prnur immt f l vnut r t Piut 21
> Distribution only for the particular areas not for other areas.
> New to the market.
> Distribution only to the particular area not for other areas
> Preference will not be given to those who are not getting van facility and village
network distribution.
1 I J V T M B A P r n u r i m m t f l v n u t r t 2 2
"Brand Awareness towards Shashi Detergent Soaps"
C. OPPORTUNITIES
> Upgrading the products.
> Introduce new product and technology to the new generation.
> At present it has good raw material sources to enhance production.
D. THREATS
> Changing technology
> Increase in competition : ::::
> Other soaps are in the market Nirma, wheel, surfexcel> Controlling the influence and outflow of cash.
1 I J V T M B A P r n u r i m m t f l v n u t r t 2 3
"Brand Awareness towards Shashi Detergent Soaps"
SUMMARY OF LATEST ANNUAL REPORT
FINANCIAL ANALYSIS OF MAHARAJA INDUSTRIESPROFIT AND LOSS ACCOUNT FOR
THE YEAR ENDED3 1-03-2009
Less : Interest & Financial
Profit Before Tax
Less: Tax
20,53,000
8,00,000
3,59,000
"Brand Awareness towards Shashi
FINANCIAL ANALYSIS OF MAHARAJA INDUSTRIESPROFIT AND LOSS ACCOUNT FOR
THE YEAR ENDED3 1-03-2010
"Brand Awareness towards Shashi
3,94,900
22,58,300
8,80,000
Less : Interest & Financial Charge
Profit Before Tax
Less: Tax
"Brand Awareness towards Shashi
"Brand Awareness towards Shashi Detergent Soaps"
INTRODUCTION:
Research can be defined as the search for knowledge, or as any systematic investigation,
with an open mind, to establish novel facts, usually using a scientific method. The primary
purpose for applied research (as opposed to basic research) is discovering, interpreting, and
the development of methods and systems for the advancement of human knowledge on a
wide variety of scientific matters of our world and the universe.
Scientlljc research relies on the application of the scientific method, a harnessing of
curiosity. This research provides scientific information and theories for the explanation of
the nature and the properties of the world around us. It makes practical applications
possible. Scientific research is funded by public authorities, by charitable organizations and
by private groups, including many companies. Scientific research can be subdivided into
different classifications according to their academic and application disciplines.
Artistic research, also seen as 'practice-based research', can take form when creative works
are considered both the research and the object of research itself. It is the debatable body of
thought which offers an alternative to purely scientific methods in research in its search for
knowledge and truth.
The phrase my research is also used loosely to describe a person's entire collection of
information about a particular subject.
RESEARCH METHODOLOGY:
"Brand Awareness towards Shashi
Generally, research is understood to follow a certain structural process. Though step order
may vary depending on the subject matter and researcher, the following steps are usually
part of most formal research, both basic and applied:
1. Observations and Formation of the topic
2. Hypothesis
3. Conceptual definitions
4. Operational definition
"Brand Awareness towards Shashi
5. Gathering of data
6. Analysis of data
7. Test, revising of hypothesis
8. Conclusion, iteration if necessary
A cormnon misunderstanding is that by this method a hypothesis could be proven or tested.
Generally a hypothesis is used to make predictions that can be tested by observing the
outcome of an experiment. If the outcome is inconsistent with the hypothesis, then the
hypothesis is rejected. However, if the outcome is consistent with the hypothesis, the
experiment is said to support the hypothesis. This careful language is used because
researchers recognize that alternative hypotheses may also be consistent with the
observations. In this sense, a hypothesis can never be proven, but rather only supported by
surviving rounds of scientific testing and, eventually, becoming widely thought of as true.
A useful hypothesis allows prediction and within the accuracy of observation of the time,
the prediction will be verified. As the accuracy of observation improves with time, the
hypothesis may no longer provide an accurate prediction. In this case a new hypothesis will
arise to challenge the old, and to the extent that
the new hypothesis makes more accurate predictions
than the old, the new will supplant it.
Research methods
The goal of the research process is to produce new knowledge. This
process takes three main forms (although, as previously discussed, the
boundaries
between them
may be
obscure.):
· Exploratory research, which structures and identifies new problems· Constructive research, which develops solutions to a problem
· Empirical research, which tests the feasibility of a solution using empirical
evidence
"Brand Awareness towards Shashi
Research can also fall into two distinct types:
· Primary research (collection of data that does not yet exist)
· Secondary research (summary, collation and/or synthesis of existing research)
"Brand Awareness towards Shashi
Methodology is the systematic method or an activity which is used to collect the
information required to complete this project work.
The data is collected by 2 methods:
1. Primary data
Primary research (also called field research) involves the collection of data that does not
already exist, which is research to collect original data. Primary Research is often
undertaken after the researcher has gained some insight into the issue b3 '.ollecting
secondary data. This can be through numerous forms, including questionnaires, direct
observation and
telephone interviews
amongst others. This information may be collected in
things like questionnaires and interviews.
There
are basic
approaches to data collections using primary methods:
> Qualitative research includes interviews, focus groups and participant
observations.
> Quantitative research includes controlled laboratory experiments, field work,
questionnaires and surveys and ethnographies.
> The term primary research is widely used in academic research, market research
and competitive intelligence.
Secondary research (also known as desk research) involves the summary, collation and/or
synthesis of existing research rather than primary research, where data is collected from, for example,
"Brand Awareness towards Shashi
research subjects or experiments. - - -
The term is widely used in market research and in research. The principal methodology in
medical secondary research is the systematic review, commonly using meta-analytic
statistical techniques, although other methods of synthesis, like realist reviews and meta-
narrative reviews, have been developed in recent years.
Secondary research can come from either internal or external sources. The proliferation of
web search engines has increased opportunities to conduct secondary research without
"Brand Awareness towards Shashi
paying fees to database research providers. The only difference with it is that it won't be
as accurate as primary research.
Primary data will be collected through Questionnaire method. A structured sequence of
questions will be prepared and it will be used as a support to talk to the Consumers of
Maharaja Industries, Davangere City to analyze the Brand Awareness towards Shashi
Soaps.
A questionnaire is a research instrument consisting of a series of questions nd other pro
for the purpose of gathering information 1om ..tespondents. A l t h o i i h e y are often
designed for statistical analysis of the responses, this is not always the case. The
questionnaire was
invented by Sir Francis G a n "
Questionnaires have advantages over some other types of surveys in that they are cheap,
do not require as much effort from the questioner as verbal or telephone surveys, and
often have standardized answers that make it simple to compile data. However, such
standardized answers may frustrate users. Questionnaires are also sharply limited by the
fact that respondents must be able to read the questions and respond to them. Thus, for
some demographic groups conducting a survey by questionnaire may not be practical.
Secondary data, which is secondary in nature i.e. already, col lecd information. This
secondary data will be collected through- .
· Books, Magazines, Company catalogues. .
· Magazines and Journals like Week, Business world etc. :: : :
· Internet sites like www.google.com , www.wikipedia.com ,www.altavista.com ,
www.maharajaindustries.com , etc.
· Published articles like case studies in internet, Week, Business world, Indian
Management etc.
"Brand Awareness towards Shashi
"Brand Awareness towards Shashi Detergent Soaps"
SAMPLING DESIGN:
Sampling design is the method in which the sample size is selected. This sample is based
on Simple Random Sampling Method and this sample will be selected with the various
Consumers of Maharaja Industries, Davangere City.
In statistics, a simple random sample is a subset of individuals (a sample) chosen from a
larger set (a population). Each individual is chosen randomly and entirely by chance, such
that each individual has the same probability of being chosen at any stage during the
sampling process, and each subset of k individuals has the same probability of being chosen
for the sample as any other subset of k individuals. This process and technique is known as
simple random sampling, and should not be confused with Random Sampling.
The sample size of 50 representing the various Consumers of Maharaja Industries,
Davangere City who has purchased various products of Shashi Detergents is taken for the
survey with Questionnaire method. Because of lack of time this sample size is small and
It refers to the place where the study is being conducted. The study is being done in Maharaja Industries, Davangere City.
SAMPLE SIZE:
this is not a perfect representation of the whole group.
OBJECTIVES OF THE STUDY:
1. The main objective of the research is to know the awareness level of Shashi products.
2. To understand the work structure in the organization.
3. To understand how each department will work in the organization.
"Brand Awareness towards Shashi Detergent Soaps"
4. To know how regularly the customers will purchase the products.
5. To know which brand they prefer the most.
6. To know how best our marketing campaigns are working.
SCOPE OF THE STUDY
Based on this research the
future researcher can use this to
further go deep in the exact nature of the ways in which various marketing strategies can be
analyzed and studied to make the
Consumers more productive and
effective for the organization.
Techniques of Consumers satisfaction can be studied; the influence and improvement of
'Customer Morale' and in relation to the Marketing strategies, Customer Relationship
Management of the organization can be further probed into. An exclusive study of how
Customer Satisfaction can increase the 'Customer Productivity', and 'Customer
Effectiveness' can be researched.
This project gives great exposure to the customer's satisfaction, affitude and perception to
the marketing strategies adopted by the Maharaja Industries, Davangere City because it
includes the service offered by them. The study also identifies the affitudes and preference
of the consumers. The study also focused on Media through which the product reaches the
This study is conducted for Consumers in Davangere city and the research of this kind helps to put the theoretical aspects into practice.
consumers and this project helps in knowing the market practically.
· As the project involves the marketing research using questionnaire views expressed by
the r e s e n t s are confined to the elements of the questionnaire. But I tried my best
to get the clear picture of the situation.
· Between the sender and the receiver due to differing perceptions, communication
errors in the form of miscomprehension and selective perception may creep in. In this
case too, these are unavoidable, and thus may add to slight inaccuracy in my results.
· Some of the dealers were very apprehensive about responding.
· "Some dealers were extremely unhappy with the company support.
· I found so many scheme difference from place to place.
· In some instances some respondents may not reveal the truth.
· The sample size chosen is small keeping in consideration many factors.
"Brand Awareness towards Shashi Detergent Soaps"
INTRODUCTION:
'Data analysis is a process of gathering, modeling, and transforming data with the goal of
highlighting useful information, suggesting conclusions, and supporting decision making.
Data analysis has multiple facets and approaches, encompassing diverse techniques under a
variety of names, in different business, science, and social science domain
Data
mining is a particular data analysis technique that focuses on modeling and knowledge
discovery for predictive rather than purely descriptive purposes. Business intelligence
covers data analysis that relies heavily on aggregation, focusing on business information.
In statistical applications, some people divide data analysis into descriptive statistics,
exploratory data analysis, and confirmatory data analysis.
Primary data will be collected through Questionnaire method. A structured sequence of
questions will be prepared and it will be used as a support to talk to the Customers of
Maharaja
Industries, Davangere
City to analyze the Brand
Awareness towards
Shashi Soaps.
The sample size of 50 representing the various Customers of Maharaja Industries,
Davangere City who has purchased various products of Shashi Detergents is taken for the
survey with Questionnaire method. Because of lack of time this sample size is small and
this is not a perfect representation of the whole group. ::.
Table: 1: Showing the Gender of Respondents:
S1. No Sex Percentage
1 Male 62
2 Female 38
3 Total 100 :
Source: Survey Analysis
Graph: 1: Showing the Gender of Respondents:
"Brand Awareness towards Shashi
B J V T M B A P r n u r i m m t f l v n u t r t
Majority of them are males and the % of women are less so as to say that men were with the
company of women and many of them were students, bachelors and many take the noodles
back home. The company can design special promotional schemes for different genders.
Analysis: : :: :.
62% of the respondents are male and 38% of them surveyed are females.
Interpretation:
"Brand Awareness towards Shashi
B J V T M B A P r n u r i m m t f l v n u t r t
Table: 2: Showing the Age of Respondents:
Age Percentage
1 Below 30 yrs 62
2 3Oyrs-4Oyrs 24
3 4Oyrs-SOyrs 12
4 Above5O .... :::: 02
5 Total : 100
Source: Survey Analysis
Graph: 2: Showing the Age of Respondents:
"Brand Awareness towards Shashi
B J V T M B A P r n u r i m m t f l v n u t r t
Analysis:
44% of the respondents are in the age group of 30 to 40, 24% of them were between 40 to 50 years, 16% each were in the age group of below 30 and above 50 years.
Interpretation:
Majority of the respondents were in middle age group and this is the group who does the daily works of the family and many of them said they would take the product back home and many were youngsters who have enough time to go for outing for eating their fast foods. Some of them were of high age but they wanted to have the taste or they have come with their family.
"Brand Awareness towards Shashi
B J V T M B A P r n u r i m m t f l v n u t r t
Table: 3: Showing the Marital Status of Respondents:
Majority of the respondents were married and this is a sign which says their family work
becomes their first priority and do get less time to roam around and also with the
occupations. Majority of them were un married and many of them come to have their
evening snacks or breakfast with their friends or peer group.
Source:SurveyAnalysis . : H "
G r aU h : 3: Showing the Marital Status of Respond'ents:
Sl.No Status Percentage
1 Married 54
2 UnMarried ... 46
3 • Total 100
"Brand Awareness towards Shashi
Table: 4: Showing the Monthly Income of Respondents:
Income Percentage
1 Below Rs. 10,000 12
2 Rs.10,000toRs.15,000 30
Rs.15,000toRs.20,000 : 45
4AboveRs.20,000 ::jj
13
5 Total .::. ::::::. :: .................................... : 100 . .
Source: Survey Analysis . . : .:
Graph: 4: Showing the Monthly Income of Respondents:
Interpretation:
Level of income is not a criterion of purchase of any product and this being not a problem
the respondents can go for the purchase of the Maggi products. The company also need
not think about the price matter with specially respondents in this city but can think of
creation of new customers with less income.
"Brand Awareness towards Shashi
"Brand Awareness towards Shashi
Table: 5: Showing Occupation of Respondents:
Occupation Percentage
1 Govt. Job 23
2 Pvt. Job 32
3 Business . : :.....................................45
4 • Total ... 100
Source: Survey Analysis
Graph: 4.5: Showing Occupation of Respondents:
45% each of them are in business, 32% of them are in Pvt. Jobs and 23% of them are Govt.
Jobs
Interpretation:
Majority of the respondents are in the main business and after their business work they
usually come out for their evening walk or with their family and here they for buying of
Maggi or take home. People with jobs want to enjoy their little earned time with the family
by going for outings.
"Brand Awareness towards Shashi
B J V T M.B.A Prnurimmt f l vnut r t"Brand Awareness towards Shashi
Table 6: Factors influencing witch brand do you prefer the most
Majority of respondents prefer the most with Shashi soaps might be because of the market
being captured and the price and quaiity might differ with the needs and wants of the
consumers.
Graph 6: Factors influencing witch brand do you prefer the most
Si. No PARTICULARS Percentage
1 Shashi 34%
2 Wheei 22%
3 Tide 20% ::"
4 Rin :"" 24% ::::::
"Brand Awareness towards Shashi
Table 7: Willingness of customers to change the existing brand to another
Sl. No PARTICULARS Percentage1 Yes 80%
2 No 20%
Source: Survey
Graph 7: Willingness of customers to change the existing brand to another
Graph 6: Factors influencing witch brand do you prefer the most
"Brand Awareness towards Shashi
B J V T M B A P r n u r i m m t f l v n u t r t
Majority of respondents obtain the change from one brand of soap to another 80% yes.
About 34% of the retailers' deals Shashi Detergents, 22% deal Wheel, 20% deal Tide and"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t 6 0
Majority of respondents obtain the change from one brand of soap to another 80% yes.
Table 8: Number of times the customers changed the existing brand to another
Graph 8: Number of times the customers changed the existing brand to another
About 34% of the retaiiers' deais Shashi Detergents, 22% deai Wheei, 20% deai Tide and
24% of them deai Rin.
Interpretation:
Si. No PARTICULARS Percentage
1 Once 30%
2 Twice 50%
3 Many Times 20% ::
"Brand Awareness towards Shashi
B J V T M B A P r n u r i m m t f l v n u t r t
Majority of respondents obtain the change from one brand of soap to another 80% yes.
Table 9: Opinion about the customers if they have ever used Shashi Detergents Soaps
Graph 9: Opinion about the customers if they have ever used Shashi Detergents Soaps
About 34% of the retailers' deals Shashi Detergents, 22% deal Wheel, 20% deal Tide and
24%
of
them
deal Rin.
51. No PARTICULARS Percentage
1 Yes 60
2 No 40
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t 6 0
Majority of respondents obtain the change from one brand of soap to another 80% yes.
"Brand Awareness towards Shashi
1 I J V T M B A P r n u r i m m t f l v n u t r t 6 0
Majority of respondents obtain the change from one brand of soap to another 80% yes.
Table 10: Opinion about the customers for the usage of Shashi Detergents Soaps
S 1 . N o
PARTICULARS Percentage1 Colour 06
2 Good Lather 14
3 Long Lasting 28 .::••
::ValueforMoney 52 : H
Source: Survey
Graph 10: Opinion about the customers for the usage of Shashi Detergents Soaps
About 34% of the retailers'
deals Shashi Detergents,
22% deal Wheel, 20% deal
Tide and 24% of them deal Rin.
Interpretation:
"Brand Awareness towards Shashi
Majority of respondents obtain the change from one brand of soap to another 80% yes.
B J V T M B A P r n u r i m m t f l v n u t r t P i u t 6 1
Table 11: Opinion about the customers for not using of Shashi Detergents Soaps
S l .No
Factor Veryunsatisfied
Unsatisfied Neutral Satisfied Verysatisfied
Total
1 Lack ofAwareness
00 02 04 04 30 40
2 LowAvailability
21 06 01... ::
02- :
. 10:;
40
3 • .pensi'e " 36 0 2 : 0 1 . 01. : :: 00 40
4•NotLikable
00 .. : ::... :::
06 :. .:::
00:...........................................
:: 14 .:::
20 : 40:................................................:: ...
Source: Survey Analysis .
Graph 10: Opinion about the customers for the usage of Shashi Detergents Soaps
About 34% of the retailers' deals Shashi Detergents, 22% deal Wheel, 20% deal Tide and
24% of them deal Rin...........
Interpretation:
"Brand Awareness towards Shashi
Majority of respondents obtain the change from one brand of soap to another 80% yes.
B J V T M B A P r n u r i m m t f l v n u t r t P i u t 6 1
Table 11: Showing the Awareness of Shashi Detergents Soaps among the Customers
About 34% of the retailers' deals Shashi Detergents, 22% deal Wheel, 20% deal Tide and
51. No PARTICULARS Percentage
1 Newspapers 12
2 Radio 02
3 TV 14::..
4 . Good Wordof 08 : H :: Mouth
5 PointofSale :::.:: : 04
Source: Survey :
Graph 11: Showing the Awareness of Shashi Detergents Soaps among the Customers
"Brand Awareness towards Shashi
Majority of respondents obtain the change from one brand of soap to another 80% yes.
1 I J V T M B A P r n u r i m m t f l v n u t r t
"Brand Awareness towards Shashi
Majority of respondents obtain the change from one brand of soap to another 80% yes.
1 I J V T M B A P r n u r i m m t f l v n u t r t
Table 12: Opinion about the customers if they have tried Shashi Detergents Soaps after the influence of ads
S1. No PARTICULARS Percentage1 Yes 50
2 N o 1 0
Source: Survey
About
34% of
the
retailers' deals Shashi Detergents, 22% deal Wheel, 20% deal Tide and 24% of tlmm deal
Rin -
GrapI 12: Opinion about the customers if they have tried Shashi Detergents Soaps after the influence of ads .::
"Brand Awareness towards Shashi
Majority of respondents obtain the change from one brand of soap to another 80% yes.
B J V T M B A P r n u r i m m t f l v n u t r t P i u t 6 1
Table 13: Opinion about the offers by Shashi Detergents Soaps for its purchase
Graph 13: Opinion about the offers by Shashi Detergents Soaps for its purchase
About 34% of the retailers' deals Shashi Detergents, 22% deal Wheel, 20% deal Tide and
24% of them
deal Rin.
Interpretation:
S 1 . N o PARTICULARS Percentage1 Discounts 38
2 Combi Packs 22
Source: Survey
"Brand Awareness towards Shashi
Majority of respondents obtain the change from one brand of soap to another 80% yes.
B J V T M B A P r n u r i m m t f l v n u t r t P i u t 6 1
Table 14: Opinion about the purchase point of Shashi Detergents Soaps by consumers
Graph 14: Opinion about the purchase point of Shashi Detergents Soaps by consumers
About 34% of the retailers' deals Shashi Detergents, 22% deal Wheel, 20% deal Tide and
24% of them
deal Rin.
S1. No PARTICULARS Percentage1 Retail Shop 38
2 Dealer 02
Source: Survey
"Brand Awareness towards Shashi
Interpretation:
Majority of respondents obtain the change from one brand of soap to another 80% yes.
1 I J V T M B A P r n u r i m m t f l v n u t r t
"Brand Awareness towards Shashi
B J V T M B A P r n u r i m m t f l v n u t r t Piut 67
Table 15: Opinion about the purchase point of Shashi Detergents Soaps by consumers
S 1 . N o
PARTICULARS Percentage1 Weekly 06
2 Monthly 20
3 Fortnightly 12 .::••
::Occasionally 02 : H
Source: Survey
Graph 15: Opinion about the purchase point of Shashi Detergents Soaps by consumers
Majority of respondents obtain the change from one brand of soap to another 80% yes.
About 34% of the retailers' deals Shashi Detergents, 22% deal Wheel, 20% deal Tide and 24% of them deal Rin.
Interpretatioi ::
"Brand Awareness towards Shashi
Interpretation:
Majority of respondents obtain the change from one brand of soap to another 80% yes.
1 I J V T M B A P r n u r i m m t f l v n u t r t
Table 16: Opinion about the future chance of Shashi Detergents Soaps brand
Graph 16: Opinion about the future chance of Shashi Detergents Soaps brand
About 34% of the retailers' deals Shashi Detergents, 22% deal Wheel, 20% deal Tide and
24% of them
deal Rin.
S1. No
PARTICULARS Percentage1 Yes 54
2 N o 0 6
Source: Survey
"Brand Awareness towards Shashi
B J V T M B A P r n u r i m m t f l v n u t r t Piut 67
"Brand Awareness towards Shashi Detergent Soaps"
HYPOTHESIS:
HO: 100% of the customers in Davangere Market are aware of the Shashi
Detergent Soaps.
Hi: There less availability of distributors in Davangere Market with regards
1 I J V T M B A P r n u r i m m t f l v n u t r t 6 7
1 I J V T M B A P r n u r i m m t f l v n u t r t P iut 68
"Brand Awareness towards Shashi Detergent Soaps"
F I N D I N G S :
1 I J V T M B A P r n u r i m m t f l v n u t r t P iut 69
"Brand Awareness towards Shashi Detergent Soaps"
RECOMMENDATIONS
1. The company should Educate the general public about the benefits of Akshat Rice Bran Oil.
2. Company should spread their market into smaller towns and villages where there is tremendous potential left unexploited. :
3. Company should undertake efforts to boost their image in th.minds of
4. Company should not only concentrate on urban areas, it should also enter into the rural market. ;; - ;.; - - - -
5. Give special discounts for those who are having the franchisee and initial customers..
6. Practice relationship marketing at the highest level with the customers.
7. Give high value services to individuals with high Network. -
.
8. Akshat Rice Bran Oil should open more branches in rural India, to tap huge
: population potential that it offers.
9. Akshat Rice Bran Oil need to take care of the largely unexplored area of the
customers in the long run also.
1. The company should undertake efforts to create awareness about Akshat Rice Bran Oil among the general public
1 I J V T M B A P r n u r i m m t f l v n u t r t 7 0
"Brand Awareness towards Shashi Detergent Soaps"
CONCLUSION:
Shri Anjaneya Agro-Tech Pvt., Ltd., is emerging as the best quality Rice Bran Oil
providers in the Davanagere District and other place. Under the guidance of Mr.Mallikarjun
and Mr.
Venugopal, the firm has
being canying the
business smoothly,
effectively and efficiently. ..
Since the firm is new and unique in its nature, the different strategies in management
are in developing stage. The technology used is yery recent one and the first one in
'Karnataka' never present any where in Karnataka.
So the firm is acting as best service provider compared to others in the town with focus
on customer satisfaction......................
1 I J V T M B A P r n u r i m m t f l v n u t r t P iut 71
The credit of the success of the company goes to the Directors, staff, Workers who are
putting maximum efforts in improving the position of the company and they have been
successful in the operation.
1 I J V T M B A P r n u r i m m t f l v n u t r t P iut 72
During my training, I have full support and guidance from the Head, general manager, employees, workers and customers also.