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A Project Report on

‘Assessment of the retailers’ acceptance of Safed detergent powder &Sparkle dishwash bar in Jalpaiguri’



Table of contents

1. Introduction

2. Objectives

3. Methodology

4. Findings from the first phase

5. Findings from the second phase

6. Findings from the the third phase

7. Limitations of the Study

8. Some observations

9. Recommendations



1. INTRODUCTION

Safechem Industries is the leading manufacturer of detergents and allied products in

Eastern India under the brand name of "SAFED".

The Company has been in the business of manufacturing and distribution of its reputed

brand "SAFED" for over two decades. The Company has a team of young and dedicated

professionals and provides a one-stop solution to the clients for their requirements of

detergents and associated products.

Safechem Industries is one of the leading manufacturer & exporter of detergents in

Eastern India, serving the customer needs for more than two decades. Founded by Mr.

Vinod Kumar Jain in 1983, the company has been known by its most popular product and

brand name “Safed”.

Starting off as an exceptionally successful company in Southern Bengal, Safed has now

spread to more than seven states in Eastern India including Bihar, Orissa, Assam, Andhra

Pradesh & Tamil Nadu and has been extremely successful in its ventures. In almost each

of the states, Safed commands almost 30 percent market share from the urban population

and almost 35 per cent market share of the rural markets.

After starting off mainly as a manufacturing company for laundry products, the company

now has not only specialized in providing specific cleansing solutions for various

sections of the society, but also has turned to providing suitable products for kitchen

wares and likewise. The other successful sub brands of the company include Sparkle,

Champion & KWIK.



PHILOSOPHY

Being a very successful company, we have adopted a customer centric lens to understandthe needs of our customers. Our three mottos reflects our core values & forms the basis of

our mission statement which are:

• Quality First.

• Customer Satisfaction.

• Research & Development Efforts

We have two completely automated & state of the art manufacturing facilities withcapacity of 300000 kgs/day. We have in house R&D lab which provides us the

opportunity of continuous innovation.

Our products are competitively priced in the international market as we have

• Economies of scale due to large production facility which reduces unit costs.

• Comparatively cheap skilled & semi skilled workers as we are a developing

country.

• Lower transportation costs as we are strategically located our plants near Sea

Ports & Airport. Our factories are only 25 Kms away from Calcutta Sea Port &

115 Kms away from Haldia Sea Port.

PRODUCTS

The main product category of safed are Detergent, Dishwash, Scrubpad, Whitener,

bodycare & washcare.

2. OBJECTIVES

1. Our job included assessment of the availability of stock of Safed detergent powder & Sparkle dishwash bar in Jalpaiguri.

2. Create awareness about the Brand Sparkle among Households of Jalpaiguri,



3. METHODOLOGY

In the first phase, i conducted a survey was done among 164 retailers regarding Safed

detergent powder in Jalpaiguri town using a questionnaire as provided by the company.

In the second phase, i conducted a survey was done among 59 retailers regarding Sparkle

dishwash bar in Jalpaiguri town using a questionnaire as provided by the company.

In the third phase, i conducted 69 retail exit survey & 48 house to house survey among

the households of Jalpaiguri town regarding Sparkle dishwash bar.

Sampling Frame: The retailers who sell detergent powder and dishwash bar and the

households of Jalpaiguri town.

Sample Size: In first phase – 164

In second phase- 59

In third phase- 69 & 48

Sampling Process: Convenience Sampling.

Instrument: Questionnaire as provided by the company

Mode of Data Collection: Survey done by one to one interaction. It was ensured

that all responses were concrete.

I analyzed the data based on basic descriptive statistics using MS Office Excel.



FINDINGS

4.FINDINGS FROM THE FIRST PHASE

4.1 Most stocked detergent brands

Figure 1.



Here out of 164 retailers surveyed 147 retailers have said that Safed is the most stocked

detergent brand in Jalpaiguri town.

4.2 Availability of Safed detergent brand

Figure 2.



This question was asked to all the 164 retailers. Out of the 164 retailers 10% retailers (i.e.

16 retailers) doesn’t sell Safed. Remaining 90% retailers sell safed.

4.3 Ranking of most selling M.R.P pack from the retail

shops



Figure 3.

This question was asked to those 147 retailers who stocks Safed detergent powder. From

the above figure we can conclude Rs 10 M.R.P pack has been ranked as Rank 1 bymaximum number of retailers(i.e. 89). Hence it is the most selling M.R.P pack from

store.

Less than Rs 10 M.R.P has been ranked as rank 4 by the most number of retailers(43) so

it is the least selling M.R.P pack from store.

4.4 Ranking of most selling M.R.P pack of Safed from

the retail shops



Figure 4.

This question was asked to those 147 retailers who stocks Safed detergent powder. From

the above figure we can conclude, Rs 40 plus M.R.P pack has been ranked as Rank 1 bymaximum number of retailers(i.e. 63). Hence it is the most selling M.R.P pack from

store.

4.5 Retailers response regarding visit from company sales pers

Figure 5



In the above figure it shows that 73% of the retailers said that there is no visit from the company s

person. Whereas 19% of the retailers said that company sales staff visits frequently and 8% said

sales staff visits hardly.

5.FINDINGS FROM THE SECOND PHASE

5.1 Most stocked Dishwash brands



Figure 6

Here we can see that out of the 59 retailers surveyed all the retailers stock Vim bar.

Whereas Sparkle dishwash bar is stocked by only 2 retailers.

5.2 Ranking of most selling dishwash brand by the

retailers



Figure 7

Here we can see that 53 retailers have ranked Vim bar as rank 1 so we can say Vim bar is

the most selling dishwash bar brand in Jalpaiguri.

Sparkle dishwash bar has been ranked by only 2 retailers as Rank 2.

5.3 Ranking of most selling scrubber by the retailers



Figure 8

From the above figure we can conclude that Safed Brito is the most selling scrubber in Jalpaiguri t

as most of the retailers( have ranked Safed Brito Rank 1.

5.4 Ranking of most selling steel scrubber by the retailers



Figure 9

From the above figure we can conclude Sun is the most selling steel scrubber in Jalpaiguri town as it

ranked by the maximum number of the retailers as rank 1.

5.5 Most stocked Dishwash Liquids



Figure 10

In figure 10 we can see that Vim liquid is the most dishwash liquid in Jalpaiguri town.

6.FINDINGS FROM THE THIRD PHASE



6.1 Segregation between dishwash bar users, detergent powde

users & both dishwash bar & dishwash liquid users in cleanin

utensils.

Figure 11

From retail exit survey we fou nd that 88 % of the respondents use dishwash bar to clean their utens

In Jalpaiguri town.

6.2 Different dishwash brands used by the respondents to clea

their utensils



Figure 12

From the above figure we can conclude that 78% of the respondents are Vim users And only 3 % of

respondents are Sparkle users.

6.3 Experience of the first time users with Sparkle dishwash ba



Figure 13

From the above figure we can say that 54% of the first users of sparkle dishwash bar users said it par with their current brand of dishwash bar. Whereas 25% of the users said that it is not at par with

current brand, 21% said it is better than the current brand of dishwash bar they are using.



7. Limitations of the study

- Since convenience sampling method was adopted, the findings of this study are

limited only to the studied sample and cannot be generalized.

- A larger sample size with a wider regional representation could not be taken due to paucit

time and other resources.

8. Some Observations

Distributors are not visiting most of the retailers in Jalpaiguri The retailers has to visit

wholeseller to get Safed products this in turn increases their transportation cost and he

reduces their profit margin.

Most of the retailers are not happy with the distributor in Jalpaiguri.

The retailers are not getting Safed detergent powder at proper prices

Safed detergent powder is the most stocked detergent brand in Jalpaiguri.

Most of the retailers are not aware about the other products of Safechem Industries like Spa

dishwash bar.

The retailers are not provided with banners for display.

The gift from the coupons are not provided in time by the distributor to the retailers.



9. Recommendations

A representative from the company must supervise the entire distribution process in Jalpaigur

Company representatives should visit the retailers more often like the representatives of t

competitors.

Awareness must be created among the retailers & the consumers about other product

Safechem Industries such as Sparkle Dishwash bar & liquid through active advertisements.