Brand.docx

CHAPTER :- 1 INTRODUCTION CHAPTER-1

1.1 INTRODUCTION ABOUT INTERNSHIP

An “internship " is an opportunity offered by an employer to the potential employees, called " interns ", to the work at the firm for a fixed, limited period of time. Interns are usually undergraduates or and students, and most internships last for any length of time one week and 12 months. Internships (also and called " placements ", " works placements" or " industry placements") may be part time or full-time. They are usually part time if offered during a university semester and full time. They are as usually part time if offered during a university semester and full time. They are usually part-time if offered during as a university semester and fulltime if offered during the summer, winter or Easter holidays, when they are typically last 4-12 weeks. Placements are usually fulltime, and take place irrespective of term or holiday time.

The Internship Experience Internship offer students a period of practical experience in the industry relating to their field of study. This is an experiences is valuable to the students as a means of allowing them to experience how their studies are applied in the " real world ", and as a work experience and that can be highly attractive to potential employers on a candidate's CV.

Who are Interns? Interns are an usually university students, or university graduates who have not yet found employment. Interns are less frequently college students (under 18) or older “ career changers ".

What do Interns do? An intern is someone who works in a temporary position for an employer who operates in an industry they are interested in working in. Unlike conventional employment, internships have an emphasis on training, rather than employment itself.

Why do an Internship? An internship provides a great opportunity for prospective employees to gain experience particular field or industry. Determine if they have an interest in a particular career, create a network of contacts, or gain university module credits. Interns may also have the possibility of putting themselves forward for forthcoming opportunities for paid work, during their internship.

Why Companies offer Internships Companies offer students internships for a variety of both short and long term reasons.

Short-term In the short-term, internship provide employers with cheap (and sometimes even free) labor, for what is usually low-level office based tasks, such as photocopying, filing or report drafting.

Long-term Long-term, employers can use internships as an effective way of advertising their graduate jobs and/or schemes to students. Graduate job survey suggests that almost half of all graduate employers hire at least 20% of their ex-interns for graduate jobs and training schemes. It is highly likely that graduates will return to the organization that hired them as an intern for fulltime employment after leaving university. The prospect of hiring ex-interns after graduating is also very appealing to employers because these graduates already understand the company and the job they will be doing. Ex- interns require little or no training.

Salaries on Internships An internship may be paid, unpaid or partially paid.

Paid Internships Paid internships are most common at engineering, legal. business (especially accounting and finance), technology, medical, science, and advertising sectors. Internships in the media (radio, television, print) and non-profit organization are often unpaid.

Unpaid Internships Many employers in the highly sought after professions, such as TV and politics, demand that graduate level job candidates undergo a period of unpaid "work experience" before being able to get paid work. In most cases this "work experience" is actually simply unpaid work and is contrary to the Minimum Wage if unpaid. Such is the demand for this kind of work that very few complaints are made about this, and so the practice continues albeit illegally.

Research Internship A research internship (also sometimes known as a “dissertation internship " ) is usually undertaken by students that are in their last year of academic study. For a research internship a student will undertake research for a particular companies. The company may have to something that they need to improve, or the student may be able to choose a topic within the company themselves . The results of the research study will need to be accumulated in to a formal report and presented to the company and to the university institution the student is studying.

1.2 TOPIC CHOSEN FOR STUDY “A STUDY ON BRAND PREFRENCE OF MYSORE SANDAL SOAPS"

Brand name is one of the brand elements which help the customers and to the identify and differentiate one product from another. It should be chosen very carefully as it captures the key theme of a product in an efficient and economical the manner.

1.3 NEED FOR THE STUDY Success of the business depends upon the preferences attitudes perception of the consumers of that particular product. Soap industry is also same. In order to make a through inquiry into the attitudes of customers this study was undertaken.

1.4 OBJECTIVES OF THE STUDY    

To identify the socio economic profile of the respondents. To understand the band awareness of Mysore sandal soaps. To know the attitude of the respondents towards Mysore sandal soaps. To find out the brand preference of respondents towards Mysore sandal soaps. .

1.5 SCOPE OF THE STUDY This work enables us to have a clear understanding about brand marketing activities towards the products . The personal soap and also the industry witnessed major competition between the multinational companies like Godrej, HUL and Palmolive. This has resulted in overcrowding of the several players. Present study provides the building brand marketing with respect to Mysore Sandal Soap. The study reveals the original information that is directly given by the consumers. The study is concentrated towards other factors regarding price, usage rate of the soap, growth opportunities, quality, standard etc. 1.6 METODOLOGY ADOPTED A system of collecting data for research of a projects is known as research methodology. The data may be collected for either theoretical or practical research. Research methodology is a way

to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. Methodology is a logically systematic plan prepared for research projects is known as research methodology. The data may be collected for either theoretical or practical research. Research methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. Methodology is a logically systematic plan prepared for directing a researches, it specifies the objectives of the study of the study and technique to be adopted for achieving a researches, it specifies the objectives of the study and technique to be adopted for achieving objectives. The best techniques are analytical and technical and technical research which is based on the risk, return, standard deviation and variances.

Sources of Data: 

Primary data collection:

This information is obtained from original source be research. Primary data are gathered slowly and offers much greater accuracy. The Primary data can be collected through a questionnaire. 

Secondary data collection:

This data are gathered from number of sources, every year. The quantity of secondary sources material expends at tremendous rate. The secondary data is collected from the internal research of the company, such as a) b) c) d) e) f) g)

Sales records Library Government publication and reports Business magazines Trade journals Internet News Paper.

Sample Design: For collection of the sample we go through Cluster or Area sampling and stratified random sampling. Sample Size: 100 Sample Frame: Customers

1.7 LITERATURE REVIEWS

1) Gilpatrick D. Hornsby (2005) says that the country of origin has the great influence on brand preference. The study also find outs the other factors that influence brand preference. The study included 516 responses with 40 unusable surveys leading to a 57% usable response rate. Results were gained through descriptive statistics and organized by scenario situation. The factors are Price, Appearance, and Country of Origin. 2) Ho-Shui Li and Jack E. Houston(1999) apply stepwise logistic regression to identify significant socio demographic factors (such as gender, age, and others) which influence the choice of each of the six major types of food markets and to identify the promotional factors which positively or negatively influence consumers' preferences for the most often used market. Female consumers have almost four times higher odds of frequently using traditional vegetable markets in the past year. The unmarried, divorced/widowed, and/or those who had higher family monthly incomes demonstrate lower odds of frequently using traditional markets. For purchases of fresh foods, female respondents, older consumers, and/or those living in northern Taiwan have higher odds of choosing traditional vegetable markets as the most frequently used market. 3) Karjaluoto et al (2005) conducted a research to find out the factors influencing consumer choice of mobile phones. The study uses focus group interview with 79 graduate students followed by a survey of 196 respondents. Price, brand, interface, and properties are the factors which affects purchasing behaviour of mobile phones in Finland. 4) Gihan Wijesundera et al (2008) try to find out Factors Influencing the Demand of Beauty Soap among Female Consumers in the Greater Colombo Region. Purpose of this study is to explore how the marketing mix & demographical factors influence the brand preference & purchasing behavior of beauty soap among the female consumers in the greater Colombo region. Sample consisted of 91 female consumers in greater Colombo region. Data were gathered by administrating questionnaires. The independent variables are 4Ps, Age, Income Level, Education, Marital status, Occupation, skin type, social factors, substitute products & dependent variable is the brand preference. Analysis was done using the Chi-square method at the significant level of 0.05. The results indicated that there were statistical relationships between price, product, education, occupation and band preference and there was no statistical relationship between place, promotion, age, income level, marital status, skin type, social factors, and substitute product with the brand preference. 1.7 LIMITATIONS OF THE STUDY   

The scope of the project is limited. So, we cannot say that the same response will exist throughout India. The study was conducted with the assumption that the information given by the respondents are all correct. Time constraint limited to only 11 weeks.

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Only 100 customers has taken as sample size as market provides large with wide geographical coverage.

CHAPTER:- 2 INDUSTRY PROFILE AND COMPANY PROFILE

2.1 INDUSTRY PROFILE INTRODUCTION The earliest evidence of production of soap like material was recorded way back in around 2800 BC in ancient Babylon. A formula for soap consisting of water, alkali, cassia oil was written on a Babylonian clay tablet around 2200 BC. However, it was Mr. Elder who in 70 A.D accidently discovered soap. Initially it was lump like thing which had cleansing properties. Soap manufacturing began in North America. Many companies from Italy, France, England and other countries began manufacturing soaps in the middle ages. Particularly, France became famous for numerous small soap factories established there .In 1192 A.D. the first commercial batch of soaps was made and marketed by M/s Bristol soap market in London, from there in 1662 A.D. the first patent for making soap was taken in London. The world consumption of soap in 1884A.D. was said to be 2 Lakhs tones P.a. Over the centuries different people made soap for different tasks. Bathing was just one of the purpose. Some used soap for cleaning garments and other used it as a form of makeup. A French soap-boiling plant with the vessels for lye (far left) and the circular boiling pans; engraving published in Paris, 1771. Soap manufacturing was started in North America. Some American companies with well-known names were started 200 years ago. During middle age soap was made at various places in Italy, France, England & other countries. France became famous & many small factories were established there.

Soap is one of the commodities which have become an indispensable part of the life of modern world. Since it is non-durable consumer goods, there is a large market for it. The whole soap industry is experiencing changes due to innumerable reasons such as government relations environment and energy problems increase in cost of raw material etc. The changing technology and ever existing desire by the individual and the organization to produce a better product at a more economical rate has also acted as catalyst for the dynamic process of change. More and more soap manufactures are trying to capture a commanding market share by introducing new products. The soap industry in India faces a cut throat competition with multinational companies dominate the market. They are also facing several threats from dynamic and enterprising new entrance especially during 1991-92.

Soap is produced by a saponification or basic hydrolysis reaction of a fat or oil. Currently, sodium carbonate or sodium hydroxide is used to neutralize the fatty acid and convert it to the salt. In India the first soap industry was established by North West soap company in1897 at Meerat following the Swadeshi movement. From 1905 onwards few more factories were setup. They are,  Mysore soap factory at Bangalore  Godrej soap at Bombay  Bengal chemicals  Tata oil mills  1930 Lever brothers company

PEST ANALYSIS A pest analysis is a analysis of the external macro-environment that affects all firms. P.E.S.T is an acronym for the political, economic, social and technological factors of the external macroenvironment. Such external factors usually or beyond the firm’s control and sometimes present themselves as threats. For this reason, some say that “pest” is an appropriate term for these factors. However, changes in the external environment also create new opportunities and the letters sometimes are rearranged to construct the more optimistic tern of step analysis. Many macro-environmental factors are country-specific and a PEST analysis will need to be performed for all countries of interest. The following are examples of some of the factors that might be considered in a PEST analysis. POLITICAL FACTOR 1. Soaps to industry by different states to setup plants 2. Emphasis on promotion of small scale industry to benefit small scale player 3. Focus on rural industries and promotion for major trade fairs and events ECONOMIC FACTOR 1. Excise duty reduction from 10 to 8 % on soaps 2. Increased spending power of population 3. Lower Palm oil prices on imports, leading to lower cost

SOCIAL FACTOR 1. Main target at Hygiene and personal care 2 .Indian customer becoming more beauty conscience

3. Increase in awareness and benefits of herbal soaps 4. Increased social importance for Handicraft and Craftsmen

TECHONOLIGICAL FACTOR 1. Currently using small scale technology with no mechanization. 2. Recent technological developments 3. Technology’s impact on product offering 4. Impact on cost structure 5. Rate of technological diffusion The number of macro-environmental factors is virtually unlimited. In practice, the firm most prioritizes and monitors these factors that influence its industry. Even so, it may be difficult to forecast future trends with an acceptable level of accuracy. In this regard the firm may turn to scenario planning techniques to deal with high levels of uncertainty in important macroenvironmental variables. THE INDIAN SOAP INDUSTRY SCENARIO:The Indian soap industry has been dominated by hand full of companies such as:  Hindustan levers limited.  Tata Oil Mills Company (TAMCO) (Later took over by HLL).  Godrej soaps private limited.  Recent entrants include – Colgate Palmolive, - Proctor &Gamble Ltd., -

Nirma Soap Works, Wipro Ltd.

The Indian soap industry continued to flourish very well until 1967-68, but began to stagnate & soon it started to recover & experienced a short upswing in 1974. This increase in demand can be attributed due to;  Growth of population.  Income & consumption increase.  Increase in urbanization.  Growth in degree of personal hygiene. Soap manufacture has 2 classifications, organized and unorganized sectors. KSDL comes under organized sector.

PRESENT STATUS:Market scenario :-

India is the ideal market for cleaning products. The country’s per capita consumption of detergent powders & bars stands at 1.6kg & soaps at543Gm. Hindustan liver, which towers over the cleaning business, sells in all over the cleaning business but the tiniest of Indian settlements. The 7.4 lakhs tons per annum soap market in India is crawling along at 4%. The hope lies in raising Rupee worth, the potential for which is high because the Indian soap market is pseudo in nature & it is amazingly complex being segmented not only on the basis of price benefits, but even a range of emotions within that outlining framework. KS&DL is facing cut-throat competition in national and international market. competitors are:-

Some of its main

 M/S. Hindustan Unilever Ltd.  Tata oil mills (taken over by HLL)  M/S. Godrej Soaps Private Ltd.  Colgate Palmolive ltd  M/S. Proctor & Gamble.  M/S. Wipro.

Industry faces some problems due to increase in the cost of raw materials. The major ingredients like soda ash, linear alkyl benzene and Sodium Tripoli phosphate poses number of serious problems in terms of availability. The demand and supply gap of vegetables oil is 1.5 to 2 lakhs tons and is met through imports. There are nearly 40 brands of toilet soaps in market. In the premium segment Liril, Cinthol , Palmolive , Mysore Sandal Soap, Lux international, Have been well established in the markets. In the popular segment Lux, Rexona, Hamam, Lifebuoy and Santoor have proved their worth. The important point is the price between the various brands generally varies between 50 paisa to 1 rupee. The market share of leading companies in the soap industry.

Hindustan Unilever Limited

70%

Procter & gamble

10%

Godrej

4%

KSDL

11%

Others

5%

2.2 COMPANY PROFILE HISTORY OF KS&DL:India is a rich land of forest; ivory, silk, sandal; precious gems which are magical charms since centuries. The most enchanting perfumes of the world got their exotic spell with a blend of sandal. The world’s richest sandalwood resource is from one isolated stretch of forests land in South India that is Karnataka. The origin of sandalwood and its oil in Karnataka, which is used in making of Mysore sandal soaps, is well known as Fragrant Ambassador of India & Sandalwood oil is in fact known as “Liquid Gold”. By the Inspiration of His Highness Maharaja of Mysore late Jayachamarajendra Wodeyar, the trading of sandalwood logs started which was exported to Europe and New destinations, but with commencement of First world War India faced Severe Crisis on the business of sandalwood. This situation gave rise to start of an industry, which produces value added products i.e., of Sandalwood oil. His Highness Maharaja of Mysore created this situation as an opportunity by sowing the seed of the Government Sandalwood Oil Factory, which is the present KS&DL. The project was shaped with the engineering skills and expertise of the top level. Late Sir M.Visvesvaraya, the great Engineer who was the man behind the project. Today’s famous Mysore sandal soaps credit goes to late Sri Sosale Garalapuri Shastri who incorporated the process of soap making using Sandalwood oil. He was an eminent scientist in the field working at the Tata Institute, Bangalore. He was sent to England to master the fine aspects of soap manufacturing. The Maharaja of Mysore & Diwan Sir. M.Visvesvaraya established the Government Soap factory during the year 1918. The factory was started as a very small unit near K.R.Circle, Bangalore with the capacity of 100 tons P.A. In November 1918 the Mysore sandal soap was put into the market after sincere effort and experiments were undertaken to evolve a soap perfume blend using sandalwood oil as the main base to manufacture toilet soap. The factory shifted its operation to Rajajinagar industrial area, Bangalore in July 1957, where the present plant is located. The plant occupies an area of 39 acres (covering Soaps, Detergents and Fatty Acid divisions), on the Bangalore – Pune Highway, easily accessible by transport services and communication. Another sandal wood oil division was established during the year 1944 at Shimoga, which stopped its operations in the year 2000 for want of Natural Sandalwood. This factory started at a moderate scale in year 1916. The first product was washing soap in addition to the toilet soap in the year 1918. The toilet soap of the company was made up of sandal wood oil.

In 1950 Government decided to expand the factory in two stages. The first stage of expansion was done to increase the output to 700 tons per year and was completed in the year 1952 in the old premises. The next stage of expansion was implemented in 1954 to meet growing demand for Mysore sandal soap and for this purpose Government of India sanctioned license to manufacture 1500 tons of Soaps and 75 tons of glycerin per year. The expansion project worth of Rs.21 lakhs includes the shifting of the factory to a newly laid industrial suburban of Bangalore. The factory started functioning in this new premise [i.e., present one] from 1st July 1957. From this year onwards till date the factory had never looked back, it has achieved growth and development in production scales and profits. The industry has 2 more divisions one at Shimoga and another at Mysore where sandal wood oil is extracted. The Mysore division started functioning from 1917 and only during 1984 manufacturing of perfumed and premiere quality Agarbathies was started. Right from the first log of sandalwood that rolled into the boiler room in 1916, the company has been single – minded pursuit of excellence. The project took shape with the engineering skills and expertise of top-level team under the leadership of Sir. M.Visvesvaraya, Prof. Watson and Dr.Sudbrough. Like this soap factory was started as a small unit and now it has grown up to a giant size.

Nalwadi Krishnaraja Wodeyar

Sri S.G.Shastri

Sri M. Visvesvaraya Development of the Organization The Government Soap Factory has made spectacular progress during the years gone by. Its production has developed on both volume and variety. When the Mysore Sandal soap was introduced in the market, it caught the public eye on account of its intrinsic superior quality and perfume. The factory slowly and steadily developed recording all improvements in production sales and profit. Modernization was given a practical shape in 1963-64.The factory is also exporting products to Malaysia, Middle East, Africa, USA and other 20 countries. The exports of the factory have been steadily rising. Exports of the factory have been executed through Mysore Sandal Sales International Limited. The factory has received an export award for the year 19751976. The factory has also negotiated and finalized a collaboration draft agreement with Malaysia. The company also provided technical knowhow. Although the progress achieved so far has been spectacular the management does not believe in settling on its laurels, conscious efforts are made to improve the organization still further and pass performance warrants. It is very clear that the government soap factory is making profit every year. There has been phenomenal and spectacular growth and development of the factory in the new setup. The production rose from 600 tons to 2300 tons. The sales also progressed from Rs 33 lakhs to Rs 1.7 Crores while net profits have risen to Rs 15 lakhs to 45 lakhs during 1956-67. In 1965, the factory gave an undertaking to the Government of India to export its products to earn necessary foreign exchange. This could be used to import machinery from other countries. In retrospect it may be said that the soap industry has always looked upon “Mysore Sandal Soap” as something of an ideal to aim and achieve. Many factories both in India as well abroad have succeeded. This is a tribute to those who pioneered the excellence of Mysore Sandal Soap. The factory is playing a notable part and also contributing to the industrial development in Karnataka. Being a Government undertaking, the main objective of the firm is to provide quality goods to the consumers at reasonable prices. The factory has got more than 60 years of experience in this field RENAMING:On 1st October 1980, the Government Soap Factory was renamed as “Karnataka Soaps and Detergent Limited” The Company was registered as a public limited company. Today Company produces varieties of products in the toilet soaps, detergent, Agarbathies, perfumeries and Cosmetics.

OBJECTIVES: To serve the national economy  To attain self – reliance  To promote and uphold its image as symbol of traditional products  To promote purity and quality products and thus enhance age old – charm of Sandalwood Oil  To build upon the reputation of Mysore Sandal soap based on pure sandal oil.  To maintain the brand loyalty of its customer.  To supply the products mentioned above at most reasonable and competitive rate. VISION, MISSION&QUALITY POLICY:VISION STATEMENTS: Keeping pace with globalization, global trends and the state’s policy for using technology in every aspect of governance.  Ensuring global presence of Mysore Sandal Products while leveling its unique strengths to take advantage scenario by intelligent and selective diversification.  Secure all assistance and prime status from government of India, all technology alliances.  Further, ensure Karnataka’s pre-eminent status as a proponent and provider of technology services to the world, nation, other status public and private sector.  Making available technology product and services at the most affordable price to the people at large, in keeping with the policy of a welfare status.  Making all out efforts to achieve reasonable profits.  Most importantly to earn the invaluable foreign exchange, both to the state and to the country. MISSION OF THE STATEMENT: To serve the national economy  To attain self-reliance.  To promote purity and quality products  To maintain brand loyalty of its customers. QUALITY POLICY OF KS&DL  Seek purchase of goods and services from environment responsible suppliers.  Communicate its environment policy and best practices to all its employees’ implications.  Set targets and monitor progress through internal and external audits.  Strive to design and develop products, which have friendly environmental impact during manufacturing.

 Reuse and recycle materials wherever possible and minimize energy consumption and waste. AN ISO-9002 COMPANY :KS&DL with a tradition of excellence of over eight decades is committed to customer delight, through total quality management and continuous improvement through the involvement of all employees. KS&DL has got ISO 9002 certificate. To improve the quality management system and to facilitate TQM in the process of soap and detergent, the management took decision to obtain ISO-9002 by end of March 1999. Accordingly action plan was drawn and a committee was set up for the purpose during October 1988 with a mission statement. The company gives initial training including conducting employee’s awareness program, document quality manual and quality system Procurement. In this direction company obtained the guidance from consultancies, Bangalore and bureau of Indian standards, Bangalore. Accordingly, Company standards registered for ISO 9002 by the end of March to The bureau of Indian standards obtained the certificate by the end of March 1999 itself. This is to project in the national and international market and also to improve quality of products offered to the consumers with the assurance of quality in the message. The company got itself upgraded to ISO-9001-2004, quality systems in the Year 2004-05.

ISO-14001:The company is located in the heart of the Bangalore city. The management of the company took a decision to get the ISO- 14001 and become model to other public sector for the techniques used and also to other government units to spread the message of maintenance of environment. ISO-14001 and ISO-9001 will facilitate to improve the corporate brands in the Global market and it will help the company to improve the profits, year on Long-term basis. The environment management system adopted in the Company through this motive as follows: o Conservation of energy o Conservation of surrounding o Conservation of resources Equipped with latest technology and backed by full- fledged quality control millennium. The company is developing new products to meet the changing preferences of its customers.

PRODUCT PROFILE Mysore Sandal Soaps This soap is made from vegetable oils,contains pure natural mysore sandal oil, along with skin care conditioner & moisturizers. Sandalwood oil- a nature’s gift,emanates lingering fragrance, keeps your skin glowing ,soft, blemish-free,forever young &beautiful. It is also available in 17g &125g.

Mysore Sandal Bath Tablet (150g) This soap is made from vegetable oils,contains pure natural mysore sandal oil, along with skin care conditioner & moisturizers. Sandalwood oil- a nature’s gift,emanates lingering fragrance, keeps your skin glowing ,soft, blemish-free,forever young &beautiful. Mysore Sandal Bath Tablet Trio (150g*3) This soap is made from vegetable oils,contains pure natural mysore sandal oil, along with skin care conditioner & moisturizers. Sandalwood oil- a nature’s gift,emanates lingering fragrance, keeps your skin glowing ,soft, blemish-free,forever young &beautiful. It is gift packed in a set of 3 bath tablets.

Mysore Sandal’s Millenium Super Premium soap This super premium soap is made for all seasons,all kind of users for wellness, nourishment,rejuvenation ,soothing,cooling with the enthralling aroma of pure natural sandalwood oil, added with other key essentials oils viz,vetivert,patchouli,geranium,cedarwood,clove,guaiacwood,orange etc…, which the user deserves in the new millenium.

Mysore Sandal Classic Bathing Bar Fragrance and keeps you skin blemish-free,forever young &beautiful.This bathing bar contains skin conditioners, moisturizers & pure natural sandalwood oil with therapeutic and antiseptic properties which makes your skin soft, smooth &glowing.sandalwood oil is nature’s gift, with a lingering

Mysore sandal Gold This soap is made from vegetable oils & contains natural mysore sandalwood oil,popularly known as ‘LIQUID GOLD’.sandalwood oil is recommended in ancient ayurvedic texts for soothing skin care &has been cherished for centuries for its exotic fragrance. The soap enriched with moisturizers and conditioners nourishes,rejuvenates and keeps the skin wrinkle and blemish free bringing a radiant glow.

Mysore Sandal Gold Sixer This soap is made from vegetable oils & contains natural mysore sandalwood oil,popularly known as ‘LIQUID GOLD’. sandalwood oil is recommended in ancient ayurvedic texts for soothing skin care &has been cherished for centuries for its exotic fragrance. The soap enriched with moisturizers and conditioners nourishes,rejuvenates and keeps the skin wrinkle and blemish free bringing a radiant glow.

3-IN-1 GIFT PACK The luxury bath soap with the traditional fragrances of natural sandal, jasmine and rose specially given in one single pack for family use ,for all occasions and for all customers   

Mysore sandal soap Mysore jasmine soap Mysore rose soap

6-IN-1 GIFT PACK The ideal gift of 6 fragrances in an aesthetically designed gift pack, in a re-usable plastic container.      

Mysore Mysore Mysore Mysore Mysore Mysore

sandal soap jasmine soap sandal classic soap special sandal soap rose soap lavender soap

Mysore Sandal Rose Soap Get the dew-drop freshness of just plucked roses captured in soap form to give a feeling of shower with rose petals.

MYSORE CARBOLIC SOAP It is made from pure vegetable oils, mild antiseptic and disinfectant ingredients to give the soap users a pleasant and fresh feeling all day long.

MYSORE SANDAL HERBAL SOAP This is made from vegetable oils, 100 % biodegradable ingredients, natural essentials oils, skin conditioners, anti-bacterial agents and enriched with neem extracts. Freshness for the family.

Mysore Sandal Baby Soap This soap is made from vegetable oils,contains pure natural mysore sandal oil. Specially created with the baby in mind, this soap is endowed with antiseptic properties. Formulated with special care for infants, it is enriched with moisturizers and almond oil.mysore sandal baby soap keeps the skin blemish-free and lessens the chances of a nappy rash.

MYSORE SANDAL WOOD OIL Also called has liquid gold for its unique value and enchanting fragrance.pure and natural sandal wood oil was also recommended in ancient ayurvedic texts as an antiseptic and skin care ingredients.this product presented in an exclusive packing.

MYSORE SANDAL BABY TALC The use of baby talc will help in keeping the baby clean & dry.the mild fragrance of natural sandalwood oil has a soothing effect and helps to keep the baby calm &cool.

MYSORE SANDAL TALC The talc is available in 3 conveninent packs.sprinkle ms talc on your body to feel cool,fresh &fragrant all day long.

WAVE HERBAL & ROSE LIQUID HAND WASH The hand wash, ph. balanced and with scientific blend of mixed surfactants along with moisturizers, skin conditioners and vit-e is available in 2 fragrances viz., natural herbal with 19 essential oils and in exotic rose fragrance.

MYSORE SANDAL ROOM FRESHNERS Mysore sandal’s room freshener is made of pure natural sandal wood oil, blended with other exotic natural essential oils with a lingering fragrance of sandal wood a daylong

of cool, calm & freshness.

MYSORE SANDAL COCONUT OIL It is a natural hair conditioner which is perfect for hair care and for smooth hair texture. The internationally accepted anti-oxidant preservatives ensure that the coconut oil remains fresh till the last drop.

MYSORE DETERGENT CAKE Quality at affordable prices.

POINT EXCEL DETERGENT POWDER It is powerful & effectively penetrates the layers of wide variety of fabrics & removes tough stains hidden in the prone areas. Point excel is formulated scientifically for the optimum washing both by conventional methods & washing machine at economic cost.

MYSORE DETERGENT POWDER It contains special dirt busters to clean your clothes of the toughest dirt

effectively.

KLEENOL MULTIPURPOSE LIQUID The product ph. balanced & is concentrated for multipurpose applications, with the pleasant lime fragrance.

MYSORE SANDAL AGARBATHIES Exotic agarbathies available in wide range of fragrances for all preferences. Sandal raised jasmine, sandal premium, and sir. M.V.100, nagachampa.

MYSORE SANDAL DHOOP The “royal tradition for divine bliss” .the product is made from de-oiled sandalwood powder. The enduring fragrance from the dhoop has soothing, calming effect, for holistic experience during the prayer.

TRADEMARK OF KS & DL The “SHARABHA”

The carving on the cover is the sharabha, the trademark of KS & DL. The sharabha is a mythological creation from the “puranas” which has a body of a lion and head of elephant, which embodies the combined virtues of wisdom and strength. It is adopted as an official emblem of KS& DL to symbolize the philosophy of the company. The sharabha thus symbolized a power that removes imperfections and impurities. The maharaja of Mysore as his official emblem adopted it. And soon took its pride of place as the symbol of the Government Soap Factory of quality that reflects a standard of excellence of Karnataka Soaps and Detergent Limited. SLOGAN:“NATURAL PRODUCTS WITH EXOTIC FRAGRANCES” KS & DL has a long tradition of maintaining the highest quality standard, right from the selection of raw materials to processing and packing of the end product. The reasons why its products are much in demand globally and are exported regularly to UAE, Beharen, Saudi-

Arabia, Kuwait, Qatar, South America. The entire toilet soaps of KS & DL are made from raw materials of vegetable origin and are totally free from animal fats. OWNERSHIP PATTERN:“Wholly owned by Government of Karnataka”

COMPETITORS INFORMATION:KS&DL is facing cut –throat competition in national and international market. Some of its main competitors are:     

M/S. Hindustan Unilever Ltd., M/S. Godrej soaps Private Ltd., M/S. Proctor & Gamble M/S. Wipro M/S. Nirma Soaps Private Ltd., M/S. Jyothi laboratories

KS&DL has the following departments:       

Finance and accounts Human Resources Development & Administration Research and Development Quality Assurance Materials & stores Production & Maintenance Marketing& Business Group Projects & Management Information services

AREAS OF OPERATIONS KS&DL has a long tradition of maintaining the highest quality standards, right from the selection of raw materials to processing and packaging of the end product. The reason why its products are much in demand globally & are exported regularly to UAE, Bahrain, Saudi Arabia, Qatar, South East Asian Countries as well as North America & South America. The sandalwood oil, of course, is much sought after by the leading perfume houses of the world. All the toilet soaps of KS&DL are made from oils & fats of vegetable origin and totally free from animal fat.

Australia

Durand West

Italy

Singapore

Canada

Nepal

Mauritius

Srilanka

France

UAE

Malaysia

Saudi Arabia

Japan

USA

Panama

South Africa

Kenya

Czechoslovakia

Bahrain

Taiwan

Holland

Germany

Qatar

UK

INFRASTRUCTURAL FACILITIES:a) KSDL is located in the heart of the city and therefore as far as proximity is concerned, it is beneficial to the company in terms of consigning raw materials and other resources required for manufacturing activity to take place. b) The company has other infrastructural facilities like huge warehouses, designed particularly to store the soaps and detergents. c) The company also provides proper canteen and sanitary facilities to its employees. d) The company has transportation facilities for its employees and to dispatch the finished goods too.

Awards accredited to KSDL a) “Export Award" for the year 2006-07 for Excellence in Exports Market.

b) “National Award for Excellence in Cost Management” & Good Performance for the year 2008 c) “Chief Minister’s Rathna Award” for the year 2009-10.

LATEST DEVELOPMENTS:a) Export sales standards at Rs.6.27 cores for the year 2008-09 Company has entered into US, JAPAN Markets apart from traditional Asian and Middle East markets. b) Introduced new economic pack Nagachampa Agarbathis at Rs.10/- to reach the maximum customers by outsourcing from rural areas helping rural employment generation. The total sales of Agarbathis have gone up from Rs3.5crores to Rs 5crores. c) Good response is being received from the farmers for “grow more sandal scheme launched by the company.

MILE STONES OF THE COMPANY: 1916 - Mysore Sandal Wood Oil Factory started at Mysore. 1918 – Government Soap Factory was started by Maharaja of Mysore with the capacity of 112MTs/Annum near Cubbon Park, Bangalore and the MYSORE SANDAL SOAP was introduced into the market for the first time. 1932 - Toilet soap production capacity was enhanced to 750MTs/Annum. 1944 - The second Sandalwood Oil extraction plant was started in Shimoga. 1954 - Foundation stone was laid by Sir M. Vishveswaraiya for establishment of new manufacturing facilities at Rajajinagar, Industrial Area, Bangalore. 1957 - Factory was shifted to new premises at Rajajinagar from Cubbon Park. 1965 - It was new revolution time for govt soap factory; it started to export its product. 1967 - Celebrated its Golden Jubilee. 1970 - Production capacity was increased to 6000MT/Annum.

1974 - Mysore Sales International Limited was appointed as the sole selling agent for marketing its products. 1975 - Synthetic Detergent Plant for manufacturing of detergent cake and detergent powder was installed with Italian Technology. 1980- Government Soap Factory was converted into a Public Sector Enterprises and the company was incorporated on 9th July 1980 and re-named as KARNATAKA SOAPS & DETERGENTS LIMITED. 1981 - Fatty Acid unit was established to utilize indigenously available minor seed oils as the raw material for soap manufacturing and to produce Glycerin and Stearic acid. 1984 - Expanded the production capacity with modern manufacturing facilities, which was available at that time to produce 26000MTs/Annum of Toilet Soaps with different variants. 1987 - KS&DL took over marketing activity from M/s. Mysore Sales International Limited (MSIL), and started up its own marketing networks by opening 6 branches across India. 1992 - During this period Liberalization lot of competitors penetrated in Indian Market, KS&DL was registered with Board for Industries and Financial Reconstruction (BIFR), New Delhi as the company was suffering with heavy losses. 1996 - The company was back to track and started to make profit, by strict measures on cost, productivity and sales. 1999 – The company was certified with ISO 9001:2000 certified by BSI for their successful implement for Quality Management System. And they Lunched Mysore Sandal Gold Soap and Mysore Sandal Baby Soap. 2000 - The company certified with ISO 14000:2004 BSI for their successful implementation of Environment Management System. 2003 - The company came out of BIFR, as they wiped out entire carry forward losses of Rs.98crores, and got recognized that, the only state Public Sector to make continuous profit. 2008 – Company has introduced Hand Wash Liquids under trade name of Herbal Hand Wash and Rose Hand Wash. Company has also introduced liquid Detergent under the trade name of KLEENOL with different variants for floor wash, Dish wash and Automobile Wash. 2009 - The company had re-launched Talcum powder with variety with new outlook for containers. 2010 - ISO certificate was upgraded to 9001:2008 and received Chief Minister’s Ratna Award. 2011 - On the occasion of 150th Birth Anniversary of Sir M.V.Vishveswaraiya, KS&DL launched Mysore Sandal Dhoop. 2012 - KS&DL launched Mysore Sandal Millennium, India’s First super premium soap. It is priced at Rs.720 per piece of 150gms. “Mysore Sandal Millennium is the first most expensive soap was Manufactured and sold in India.

2013 - They reached highest sales turnover and profit (322crore in FY2013) On 22nd of Aug “National Award for Excellence Cost Manufacturing” Karnataka Soap and Detergents Ltd was the winner in the public manufacturing (Medium Organization) category. 2014 – The Company reached highest sales turnover and profit during 2013-2014 and is on progressive growth for the last 12 years by increasing its production &sales volume. The turnover during the year 2013-2014 was Rs.353.00crores with a net profit of Rs.32.83 crores.

WORK FLOW MODEL:

SILOS (Silos are closed chambers)

SOAP NODDLES

Container Mixer

Simplex Plodder

It becomes NOODLES

Milling

It becomes soap ribbons

Duplex plodder

Cutting Machine

Cakes are led to Stamping Machine

Wrapping machine Led through the conveyor belt

Board of directors: DESIGNATION ON THE BOARD OF KSDL

SL.NO

NAME OF THE DIRECTOR

1

Smt. Veronica carnelio CHAIRMAN OF KS&DL

CHAIRMAN

2

Sri. A. C. Keshavamurthy IFS, Managing director, KSDL, Bangalore-55

Managing director

3

Dr. Deepthi Aditya Khanade, Dy. Secretary to govt,.Finance dept,. Vidhan soudha, Bangalore-560 001

Director

4 5

Dr. Chandrasekharan Professor & chairman, Dept. of Organic chemistry, Indian institute of Science. Dr.Mithilesware jha. Prof. of Marketing, Indiam Institute of Management, Bannerghatta Road, Bangalore.

Director Director

TOTAL NUMBER OF EMPLOYEES

Groups

Bangalore

Executives Non executives TOTAL

113 438 551

SOD Mysore 12 23 35

Marketing Branches

Dutypaid Go-down Shimoga

48 32 80

02 10 12

Total 175 503 678

Fringe benefits payable to the unionized cadre’s employees a) Shift Allowance: There are three shifts and one general shift. The office hour is from 9.30am – 5.30pm. The shift timings are as follows: First Shift

6.00am to 2.00pm

Second Shift

2.00pmto10.00pm

Third Shift

10.00pm to6.00am

General Shift

9.30am to5.30pm

The lunch time is from 12.00pm to 12.30pm. Every Sunday is rest day for the employees. No allowance is paid to the first shift workers. A sum of Rs.25 and Rs.35 per day is paid to workers for second and third shift respectively. b) Annual Bonus: It is agreed to pay the profit sharing bonus in terms of the provisions payments of Bonus Act 1965. c) House Building Advance (HBA): House Repair Advance, House Purchase Advance: KS&DL has agreed to provide subsidy on the loan amount secured by the employee from HDFC or any recognized financial institutions, co-operative banks, scheduled banks etc. d) Festival and National Holidays: Number of paid holidays in the company is 10 festival holidays and 3 national holidays per calendar year e) Death Relief Fund: Rs.30, 000 will be paid to the nominee in case of death of an employee.

2.2.8 SWOT ANALYSIS

SWOT ANALYSIS OF KS&DL: STRENGTHS:  Only soap in India that contains pure sandal and almond oil.  Certified by ISO.  World’s largest producer of sandalwood oil.  Brand name from decades in soap market.  It has very good dealership network in south which ensures that the products reach every customer.  Diversified product range helps the company to maintain Stability. WEAKNESSES:  Distribution network weak in north and east India.  Absence of television advertisement  Neglecting freshness aspect.  High oriented cost due to excessive labor force. OPPORTUNITIES:  Traditional benefits that sandal is good for skin  Skin care is just gaining importance among consumers  Government support and large production capacity  Advantages of being in the industry for a long times  Existence of vast market and huge demand. THREATS:  Other competitor’s products such as Rexona, Moti, and Santoor etc.  There is a need for renovation of plant and machinery.  Government Policy may reduce growth potential.  Other sandal soaps in the market.  Entry of new multinationals in soap business.

Future growth and prospects a) Introduction of anti-bacteria, herbal transparent soap, made out of 33 essential oil based perfume, Aloe Vera, Vitamin-E etc. as additive and suitable for all types of skin and all seasons. b) Improvement in existing products Mysore Sandal classic improved moisturizers & skin conditions. c) Introduction of new higher powered detergent powder for institutional sales in bulk packaging. d) To attain market leadership and Introduction of new trade schemes to increase sales.

KARNATAKA SOAPS AND DETERGENTS LIMITED BALANCE SHEET FOR THE YEAR 2017 & 2018 PARTICULARS

AMOUNT AS AT 31-03-2018 RS. RS.

AMOUNT AS AT 31-03-2017 RS. RS.

EQUITY AND LABILITIES 1. Shareholders’ Funds: (a) Share Capital

3182,21,000

3182,21,000

(b) Reserve & Surplus

9549,62,316

6865,84,676

(c) Revaluation Reserve Revolution of Land

77585,91,370

2. NON CURRENT LIABAILITIES (a) Long Term Borrowing (b) Other Non-Current liabilities (c) Long Term Provisions

350,00,000 458,98,443 2568,22,474

3. CURRENT LIABAILITIES (a) Short Term Borrowing (b) Trade Payables (c) Other Current Liabilities (d) Short Term Provisions

492,47,570 3149,79,855 2692,15,234

90317,74,686

77585,91,470

87633,97,046

3377,20,917

835,06,504 291,18,117 2600,13,594

3726,38,215

6334,42,659

293,76,509 137,72,037 1612,72,037

3543,97,236

Total

100029,38,262

94904,31,497

ASSETS: 1. NON-CURRENT ASSETS (a) Fixed Assets (a) Tangible Assets (b) Intangible Assets TOTAL FIXED ASSETS (b) Non-Current Investments (c) Deferred Tax assets (c) Long Term Loans and Advances (d) Trade Receivables 2. Current Assets (a) Inventories (b) Trade Receivables (c) Cash and cash Equivalents (d) Short term Loans and Advances (e) Other Current Assets Total

78527,71,403

78553,06,061

78527,71,403

78553,06,061

2300,00,100 303,86,255

200,000,100 198,16,230

1754,41,070 296,29,908

1078,25,720 81,12,093

83182,48,736

8081,43,158 2320,25,566 4377,57,488

4964,56,170 2103,56,224 4319,11,843

2067,63,314

1606,48,056

81910,60,204

16846,89,526

12993,72,293

100029,38,262

94904,31,497

STATEMENT OF PROFIT AND LOSS ACCOUNT FOR THE YEAR ENDED 31ST MARCH 2016 AMOUNT AS AT 31-03-2016 Rs. 31571,67,354 3318,03,615 28253,63,739 915,50,963 29169,14,702

AMOUNT AS AT 31-03-2015 Rs. 2861,32,818 3049,33,560 25571,99,258 306,40,704 25878,39,962

12755,74,042 316,80,271

12532,19,829 434,91,858

(123,53,006)

(705,68,751)

4939,87,163 31358 80,62,541 5581,61,384 23541,43,753

4455,90,312 73,41,146 5104,35,222 21895,09,615

Profit Before Exceptional and Extraordinary items and tax

5627,70,949

3938,30,347

Provision for Taxation Current Tax Prior period Tax Deferred Tax Liability PROFIT/(LOSS) AFTER TAX Earnings Per Share(Rs) Basic & Diluted

1896,36,054 553,30,221 (105,70,025) 3283,74,699 1032

1083,28,122 383,56,890 342,25,591 2174,19,744 683

PARTICULARS REVENUE FROM OPERATIONS Less: Excise Duty NET REVENUE FROM OPERATIONS Other Income EXPENSE : Cost of Materials Consumed Purchase of Stock in Trade Changes inventory of Finished Goods, Work in Progress and Stock in Trade Employee Benefit Expense Finance Cost Depreciation Other Expense TOTAL EXPENSE

CHAPTER: - 3 THEORITICALBACKGROUND OF THESTUDY 3. THEORETICAL BACKGROUND OF THE STUDY 3.1 Brand Kotler et al (2005 p.549) defined a brand as “a name, term, sign, symbol, design or a combination of these that identifies the makers or seller of the product or services”. This definition is based on the use of a brand name, symbols and signs to distinguish a product from its competitor. Prasad and dev (2000) noted that a brand can also be said to include all tangible and intangible attributes that the business stands for. According to Keller (2003 p.3), the American market association (AMA) defines a brand as a “name, term, sign, symbol or design or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitor” . A brand is different from a product. According to Kotler (2000), a product is anything which can be presented to a market for purchase, use or consumption that is possible of satisfying need or

want. He went further to say that a product is made up of goods that have physical appearance, service, events, experiences, places, persons, organisation, properties, information and ideas. According to De Chernatony and MacDonald (2003), a brand goes beyond physical constituents and what it stands for, it has some additional attributes which although maybe intangible but are still important to consumers consideration. A brand has added value which differentiate it from a product [Doyle (2002), De Chernatony and MacDonald (2003), Jones and Slater (2003)]. Jones and Slater (2003) sum up these added values as those that develop from experiences of the brand; those that arise as a result of usage of the brand, which could be as a result of consumers association with the brand; those that arise from an assumption that the brand is powerful; and those that arise from the appearance of the brand i.e. packaging the product. According to Doyle (2002), these added values play a vital role in many consumers buying decisions, as brands are purchased from emotional motivation as well as functional motivation. Many researchers have adopted this added value concept into their brand definition. For example, De Chernatony and MacDonald (2003, pg 25) established the following definition. “In identifiable product; service, person or place augmented in such a way that the buyer or user perceives relevant, unique added value which match their needs most closely. Furthermore, its success results from being able to sustain these added values in the face of competition”. One of the functions of a brand is that it serves as an identifier of product and services so that it can be differentiated from other products and services of the same class. Aaker (1991) said that brand knowledge serves as a protector for both the manufacturer and consumer. Schmitt (1999) said that a brand should not just be an identifier, he went further to say that a good image and name is insufficient; delivered experience is also important. Schmitt (1999) recommended two ways to branding:  

The brand has to be viewed as an identifier where the logo, slogan, names forms a particular image and awareness for the consumer. The brand has to be viewed as an experience provider where the logo, slogan, names, event and contacts by consumer provides consumers affective, sensory, lifestyle and create relation with the brand.

Kotler and Armstrong (2004) also see brand to be beyond an identifier. It represents consumer’s sensitivity and emotional attachment to the product. According to Feldwick, (2002), a brand is a distinguishable symbol of origin and an assurance of performance. Conclusively, a brand can be said to be a symbol of all facts associated with a product and service. A brand commonly includes a logo, a name and any other visible elements such as symbols and images. It also consists of other sets of expectation related to a product or service which normally arise in people’s mind.

3.1.1 Benefit of a strong brand According to Dave Dolak (2003), a strong brand will create the following benefits amongst others:    

  

Build name recognition for your product/company. Influence the consumer’s buying decision. Build trust and emotional attachment to a firm’s product/service. Make purchase decision easier. For example in a commodity market where product and services are indistinguishable, it will enable customers trust and create a set of belief about your product even without knowing the uniqueness of your products and characteristics. A strong brand increases the consumer’s attitude towards a particular brand’s product and services and the strength of such attitude is developed through experience with such brand. Consumers experience help to increased perceived qualities, inferred attributes and eventually leads to brand loyalty which are not easy to evaluate except before purchase. A strong brand enjoy benefit such as reduced competitive advantage, premium price greater customer loyalty, profitability, reduce the perceived risk of consumers who are not so sure of their decision.

3.2.2 Brand equity Since the development of brand equity in 1980’s, there have been rapid developments in the subject. This is due to the fact that branding has been recognized as an important factor for the success of a firm especially in a very competitive business environment. In the literatures, different definitions of brand equity have been proposed. According to Park and Srinivasan (1994), brand equity has no acceptable definition. Farquhar (1989) defined brand equity as the value which the brand adds to the product. Similar definitions were provided by researchers such as Aaker 1991, Keller 1993, Leuthesser 1998, Yoo and Donthun 2001. Keller (1993 p.8) sees brand equity as “the differential effect of a brand knowledge on consumer response to the marketing of a brand”. This is based on the assumption that the power of a brand lies on what have been learned, heard, seen and felt by the customer about the brand over time. Aaker (1991,p.15) provided the most precise definition of brand equity, he defined brand equity “as a set of brand assets and liabilities linked to a brand, its name and symbol, that add to or subtract from the value provided by a product or service to a firm and/or to that firm’s customers”. Simon and Sullivian (1993) used the word “incremental utility” to refer to brand equity. Park and Srinivasan (1994) refer to brand equity as the distinction between the overall brand preference and the multi attribute preference depending on the objectively measured attribute level. Agarwal

and Rao (1996) also refer to brand equity as the total quality and choice intention. From the above it is clear that brand equity is viewed in different ways by different researchers. In other word, brand equity can be said to be any asset or liability connected to a brand name that adds or subtract value to a product. The definition of brand equity can be widely classified into three perspectives i.e. it could be based on financial perspective which stress the value of a brand to a firm, customer perspective which sees brand equity as the value of a brand to consumers and a combination of the two. Our present study will focus on consumers based perception. Consumer based brand equity can be divided into consumer perception i.e. (brand awareness, perceived quality, brand association) and consumers behaviors (brand loyalty and willingness to pay a high price). From the consumer’s perspective, brand awareness, brand association brand loyalty and perceived quality are the most important dimension.

3.2.3 Conceptualization of consumer based- brand equity Different conceptualisations of brand equity have been measured by various researchers. Aaker (1991) view brand equity as a multidimensional concept which is made up of perceived qualities, brand loyalty, brand awareness, brand association and other propriety assets. According to him, Brand loyalty has to do with the level of devotion a consumer has to a brand. Brand awareness has to do with the ability of a potential buyer to identify a brand among a product category. Perceived quality deals with the consumer’s perception of the brands total quality or superiority. Brand association is anything that is connected in a consumer’s memory of a brand. The other proprietary brand asset has to do with patents and trademarks. A similar conceptualization was proposed by Keller (1993). According to Keller (1993), consumer based brand equity consist of two dimensions, brand knowledge and brand awareness. Cob-walgren et al (1995) based their study on customer based perceptual measure of brand equity. Their study adopted three of Aaker (1991) perceptual component of brand equity i.e. brand awareness, brand association and perceived quality. They tested whether brand equity has an affect on brand perception, intention and attitude. The result of their study found out that brand equity has effect on perception, intention and attitude. Low and lamb Jr (2000) and Prasad and Dev (2000) also adopted four of Aaker (1991) component i.e. brand awareness, perceived quality, brand loyalty and brand association. Yoo et al (2000) adopted three of Aaker (1991) component i.e. perceived quality, brand association and brand loyalty. Their study suggested and tested a model and the result revealed that these dimensions contribute to brand equity. Yoo and Donthun (2001) employed four of Aaker’s component of brand equity i.e. brand awareness, brand loyalty, perceived quality and brand association excluding proprietary assets dimension as it is not important in the measurement of customer based brand equity. Despite the large number of alternative proposed in the literature, no single measure is ideal. There is no concession on the strengths or weakness of each. Simon and Sullivan (1993) claim that the best method for measuring brand equity depends on the objective market based data which give room for comparison overtime and across firm. According to them, using preferences and consumers attitude is wrong as a

result of their individual subjectivity. Farquhar 1989 and Criminis (1992) stated that some marketers also concluded that while brands do add values to various components, it is the consumers who first determine brand equity. Therefore, for the purpose of our study, customer based brand equity will be based on Aaker (1991 1996) conceptualization i.e. brand awareness, brand loyalty, perceived quality and brand association. Brand association here is referred to as brand image i.e. the set of associations that are connected to the brand which are easily retained in customer’s memory.

3.2.4 Brand equity in service industry According to Bateson and Hoffman (1999), similarity in the characteristics of the service branding has made it bothersome for consumers to differentiate between different services until they have experienced it. They went further to say that as a result of this, there have been arguments on the fact that there are more perceived risk connected with purchasing of services than goods. Blackwell et al (2001) referred to perceived risk as the confusion faced by consumers about the potential positive and negative effect of their purchase decision. William (2002) highlighted the fact that in order for consumers to reduce the perceived risk connected with purchasing of services, they have resulted in buying brands that they trust and are familiar with. Berry (1999) noted that branding of services enhances customer’s trust of the invisible and can also reduce perceived social, monetary and safety risk in purchasing services which are hard to ascertain before purchasing. According to Mackay (2001) and Kim et al. (2003), while there are lots of literatures on the equity of goods, literatures based on service branding are limited. Krishnan and Hartline (2001) also stated that while brand equity connected with tangible goods have gained greater attention in the literatures, fundamental understanding of the nature of brand equity in service has not yet been developed. They went further to say that most articles on brand equity for services focus on theoretical and anecdotal evidence. Turley and Moore (1995) stated that limitation of service branding in literatures is as a result of the fact that few articles that examine correctly the development of service brands are normally inconsistent. Some study which present brand equity of services are: Muller and woods (1994) for example, talks more on brand management rather than product management in the restaurant industry; Stressing the need for a clear concept of the restaurant industry, dependability of brand name and building brand image. Muller and wood (1998) recommended three main issues that a service brand should concentrate on in order to build a strong brand equity and acquiescence in the market place; 

Quality product and service.



Performance of service delivery.



Establishing a symbolic and evocative image.

He went further to say that a combination of these three issues in the development of a restaurant brand will give rise to charging premium price and enhance customer’s loyalty. Murphy (1990) diagnoses generic brand method in restaurant industry such as simple, monolithic and endorsed. Cobb-walgren et al (1995) study used customer based perceptual measure of brand equity. Their study adopted Aaker (1991) conceptualization as adopted by Keller (1993) i.e. brand awareness, brand association and perceived quality. Two different type of brand from service category (hotel and house hold cleanser) were used to investigate the effect of brand equity on consumer’s preference and purchase intention. The result of their study shows that brand equity increases both consumer’s preference and purchase Intention. Another example of a study which offered a good way of understanding brand equity in the service industry is the study of Prasad and dev. (2000). Their study was based on a customer centric index of hotel brand equity, seeing customer as a means of profit and cash flow. They converted customer’s view of brand performance and customer’s awareness into numerical indicators. Conclusively, one of the most important benefits of service branding is that it helps to reduce perceived risk faced by consumers about the potential positive and negative effect of their purchase decision and it also help to reduce search cost.

3.3 CONCEPTUAL DOMAIN OF CONSUMERS –BASED BRAND EQUITY 3.3.1 Brand awareness Brand awareness can be referred to as the degree of consumers’ familiarity with a brand. Aaker (1991) and Keller (1993) stated that brand awareness is a vital element of brand equity. According to Rossiter and Percy (1987), brand awareness is the ability of consumers to distinguish a brand amongst other brand. Keller (1993) conceptualized brand awareness as comprising of brand recall and brand recognition. He went further to say that brand recall is the ability of consumers to remember a brand from their mind when the product class is made know. Keller (1993, p. 3) argued that “brand recognition may be more important to the extent that product decisions are made in the store”. Rossiter et al (1991) noted that brand attitude and intention to purchase a product can only be developed through brand awareness. According to Aaker (1991 p.62), there are three levels of brand awareness: 

Brand recognition: It is the ability of consumers to identify a certain brand amongst other

i.e. “aided recall”. Aided recall is a situation whereby a person is asked to identify a recognized brand name from a list of brands from the same product class. 

Brand recall: This is a situation whereby a consumer is expected to name a brand in a product class. It is also referred to as “unaided recall” as they are not given any clue from the product class.



Top of mind: This is referred to as the first brand that a consumer can recall amongst a given class of product. Many researchers have seen brand awareness as an element that plays a vital role in consumer’s choice of brand. In Lin and Chang (2003), the result of their study established that brand awareness had the most powerful influence on consumers purchase decision. Hoye and brown (1990) as cited by Lin and Chang (2003) their study examined the importance of brand awareness in consumers decision making process and they found out that brand awareness was a primary factor. Also Jiang (2004) found out in his study that brand recognition influences consumer’s choice. Hence, in our present study, brand awareness is conceptualized as consisting of brand recognition and top of mind.

3.3.1.1 Achieving brand awareness Aaker (1991) prescribed some of the following factors as ways to achieve brand awareness:       

Involve a slogan or jingle: a slogan is a visible feature of a brand. There can be a strong link between a slogan and a brand. The slogan and jingle are powerful and can be a great change for a brand. Be different and memorable: as a result of the similarity between product and their means of communication, product differentiation is important. Symbol exposure: a known symbol will make it easier to recall and memorize a visible illustration of the brand. A logo that is connected to an existing brand or a developed brand will play a vital role in developing and keeping brand awareness. Publicity: one of the most important ways to get publicity and create awareness is through advertisement. Event sponsorship: sponsorship of event can also help to create and maintain awareness. Consider brand extension: one way to increase brand recall is to show the logo or name on the product and make the name popular. Example of this is coca-cola which is more publicized than the key product. Using cue: packaging is one of the most significant cues to a brand due to the fact that it is what the purchaser sees when purchasing a product. If the product or brand is not known, the only means of contact to the brand or product is the package.

3.3.2 Brand image Engel Blackwell and Miniard (1993) referred to brand image as the combined effect of brand association or consumers perception of the “brands tangible and intangible association”. Keller (1993) see brand image as a perception or association consumers form as a result of their memory concerning a product. According to Low and Lamb (2000 p.352), brand image can also be referred to as the emotional perception or reason that consumers place to a particular brand. Thus, brand image does not exist in the features, technology or the actual product itself, it is sometimes brought out by advertisement, promotion or users. Brand image enables a consumer

to recognize a product, lower purchase risks, evaluate the quality and obtain certain experience and satisfaction out of product differentiation. Marketing researchers such as Keller (1993) have proposed that brand image is an important element of brand equity. Krishnan (1996) found out that brands with high brand equity are prone to more positive brand associations than those with low brand equity. Also Lassar et al (1995) found out that brand with high brand image rating always have higher brand equity and premium price. Conclusively, Kwon (1990) reported that positive brand image is mostly likely associated with preferred brands. Researchers have proposed that brand equity is to an extent driven by the brand association composition of the image. According to Keller (1993), favorable, unique and strong associations are assumed to provide a positive brand image which will create a bias in the mind of consumers thereby increasing the brand equity. Pitta and Katsanis (1995) also stated that a unique, favorable and strong brand image allows the brand to be easily differentiated and positioned in the consumers mind, thereby adding to the possibility of increased brand equity. Conclusively, brand image can be said to be the brand association or consumer’s perception about a particular brand as a result of their association with the brand.

3.3.3 Perceived quality According to Aaker (1996) and Keller (1993,1998), perceived quality is a core dimension of customers based brand equity as it relates to the willingness to pay a price premium, brand choice and brand purchase intention. Low and Lamb Jr (2000) referred to perceived quality as the perception of the superiority of a brand when compared to alternative brand. Zeithamal (1998) defined perceived quality as consumer’s judgment about the whole product superiority or excellence. According to Szymanski and Henard (2001), one of the antecedents of satisfaction is perceived quality. Like brand association, perceived quality provide consumers with value and give them reason to differentiate a brand from another. Justified by Researchers such as Carman (1990), Parasuraman et al (1985, 1998), perceived quality can said to have a positive effect on customers purchase intention. Although there are inconsistencies on the available empirical evidence for example, Boulding et al (1993) considered service quality as one of the factors leading to purchase intention. In Cronin and Taylor (1992) as cited by Juan Carlos et al (2001) direct effect was not significant whereas there was an indirect effect which rose from satisfaction. Taylor and Baker (1994) speculated that perceived quality liked with satisfaction has an effect on consumers purchase intention. Therefore, perceived quality can be said to be consumer’s perception of the superiority of a brand which enables them to differentiate a brand from another.

3.3.4 Brand loyalty According to Aaker (1991, p39), brand loyalty is “the attachment that a customer has to a brand”. Yoo and Donthun (2001) also referred to brand loyalty as the tendency to be loyal to a

brand and this can be shown by the intention of the consumer to buy the brand as a foremost choice. Oliver (1999, p. 34) also defined brand loyalty as “deeply held commitment to re-buy or repatronize a preferred product/service consistently in the future, thereby causing repetition of same-brand or same brand set purchasing, despite situational influence and marketing efforts having the potential to cause switching behaviors”. Odin et al (2001) stated that brand loyalty can either be behavioral or attitudinal. Behavioral loyalty comprises of repeated purchases of the brand. According to Dekimpe et al (1997), one advantage of this is that it measures observable behaviours rather than self reported deposition or intention. It is easier and cheaper to measure. According to Chaudhuri and Holbrooks (2001), attitudinal loyalty can be referred to as the extent of dispositional promises with respect to some particular advantages connected with the brand while behavioral loyalty has to do with the intention to repeat a purchase. Although, the definition of behavioral brand loyalty deals with consumer’s sincere loyalty to a brand as shown in purchase choice, the definition based on attitudinal perspective stresses on consumers intention to be loyal to the brand. It is presumed that consumers understanding of quality will be associated with their brand loyalty. As the more loyal a consumer to a brand, the more he/she is presumed to see the brand as a superior quality and vice verse. Also, the more favorable association’s consumers have towards a brand, the more their loyalty and vice versa. Aaker (1991 2002) classified loyalty as follows: 

Non- customer: these are people who buy the brands of competitors.



Price switcher: these are the once that are sensitive to price.



Passive loyal: these once are purchase brand/product as a result of habit rather that reason.



Fence sitters: are those that are indifferent between several brands.



Committed: are those who are honestly loyal to the brand.

Kotler also classified loyalty to include switchers, soft-core, hard-core loyal and shifting loyal So far, we have been able to connect the views of various researchers that address the issue of consumer based-brand equity. From our readings and what we have been able to gather, we will like to state here that consumers base brand equity have influence on consumers perception of brand. Favorable perceptions of quality are more presumed to be developed by consumers who hold a favorable association toward a brand. Furthermore, consumers brand awareness is presumed to be high when they have strong association and perceived quality of the brand and vice versa. Thus, consumer’s perceptions about the quality of a brand are presumed to be high when they have strong association with the brand and vice versa.

CHAPTER:- 4 ANALYSISANDINTERPRETATION OF DATA

4.Data Analysis And Interpretation The data collected was subjected to techniques like validating, editing, and passed into tabulation using tally bar method. Analysis was carried out through statistical tools which were done based on marketing concept and inference was drawn. For this purpose a survey of consumer of Mysore Sandal Soap was conducted. So, the consumers were selected randomly from different occupation Age group, Sex and community. A questionnaire was formed comprising of 17 questions was used; it is annexed in annexure. Personal contacts were made with consumer and they have extended their full co-operation in course of study.

TABLE: 1

Table showing respondents using kind of soap.

Table showing respondents using kind of soap SL NO. 1 2

Particulars Antiseptic Ayurvedic

No. of Respondents 18 32

Percentage 18% 32%

3 4

Beauty Soap Others TOTAL

38 12 100

38% 12% 100%

Graph showing that respondents using the kind of soap 40% 30% 20% 10% 0% Antiseptic

Ayurvedic

Beauty Soap

Others

Interpretation From the above table, it represents the kinds of soaps used by the consumers, number of respondents are 100 out of which 18 respondents means 18% used the Antiseptic soap, 32 respondents (32%) used Ayurvedic. The maximum number of consumers used the beauty soaps as that is 38 respondents means 38% of total and 12 respondents (12%) prefer the other kinds of soaps.

TABLE: 2 selecting SL NO. 1 2 3 4

Table showing the customers preference in order of importance when product. Particulars Quality Cost Convenience Service TOTAL

No. of Respondents 45 27 21 07 100

Percentage 45% 27% 21% 07% 100%

Graph showing the customers preference in order of importance when selecting product. 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Quality

Cost

Convenience

Service

Interpretation From the above table, it represents customers ranking on importance when selecting product, number of respondents are 100 at of which 45 respondents (45%) give the importance of quality, here we got the highest percentage as quality preferred by the soap consumers.27 and 21% consumers give the importance of service provides by the company. Most of the customers give the importance of quality because quality includes all the things like fairness and the freshness which make body clean and fresh.

TABLE: 3 SL NO. 1 2 3 4 5

Table showing how respondents make their purchase decision. Influencer Self Parents Children Spouse Other Member TOTAL

No. of Respondents 35 22 5 26 12 100

Percentage 35% 22% 5% 26% 12% 100%

Graph showing how respondents make their purchase decision. 35% 30% 25% 20% 15% 10% 5% 0% Self

Parents

Children

Spouse

Other Member

Interpretation The above table & bar chart shows the purchase decision made by the consumers. The purchase decision means that who influence the individual in the family while choices, means here the individuals mostly take the decision himself. As we know that the Soaps comes under the FMCG and it is daily uses products, the person who generally go to purchase soaps they are having the idea and knowledge about the product & they purchase the product by their own choice.

TABLE: 4 SL NO. 1 2 3 4 5

Table showing since when Mysore Sandal Soap is being used by respondents. Used (in months) 1 to 3 4 to 6 7 to 9 10 to 12 More than 12 TOTAL

No. of Respondents 12 26 19 15 28 100

Percentage 12% 26% 19% 15% 28% 100%

Graph showing since when Mysore Sandal Soap is being used by respondents. 30% 25% 20% 15% 10% 5% 0% 1 to 3

4 to 6

7 to 9

10 to 12

more than 12

Interpretation The above table and graph, shows the respondents using Mysore Sandal Soap. Out of 100 consumers 12% are the using from the last one to three months. These are the new customer who has shifted from the other soap brands. 26% respondents are using from the last 4 to 6months. 19 and 15% customers are using from the last 7 to 9 and 10 to 12 months. 28% of customers are using the MSS from more than one year. So these are the loyal customer of the company who satisfied with the price, quality and the company performance.

TABLE: 5 soap. SL NO. 1 2 3 4

Table showing the place where respondents prefer to buy Mysore sandal Place Retailer Door-Door Mobile Van Super Market TOTAL

No. of Respondents 70 0 4 26 100

Percentage 70% 0% 4% 26% 100%

Graph showing the place where respondents prefer to buy Mysore Sandal Soap. 80% 60% 40% 20% 0% Retailer

Door-Door

Mobile Van

Super Market

Interpretation The above table and graph, it represents from where the consumer prefer to buy Mysore Sandal Soap. Here most of the customer preferred to buy the soap from the retail outlet, out of total 100 respondents 70 looks on retail outlet. So, here the company should more concentrate on the retail outlet. 26% and 4% customers look on the mobile van and the supermarket outlet. Means here 26% respondents is preferring supermarket so company should look for supermarket after the retail outlet.

TABLE: 6 SL NO. 1 2 3 4

Table showing the attributes liked by respondents in Mysore Sandal Soap. Attributes Fragrance Fairness Freshness others TOTAL

No. of Respondents 50 38 8 4 100

Percentage 50% 38% 8% 4% 100%

Graph showing the attributes liked by repondents in Mysore Sandal Soap. 50% 40% 30% 20% 10% 0% Fragrance

Fairness

Freshnes

others

Interpretation The above table and graph, it represents regarding what the attributes consumer likes in Mysore Sandal Soap. 8% and 4% customers likes the freshness and other attributes 38% consumers like the fairness of the soap. Most of the customers like fragrance of the soap, out of total 100 respondents 50 respondents like the soap because while making of this soap the company use the pure sandal wood oil and the fragrance of the sandal most of the people like.

TABLE: 7 SL NO. 1 2 3 4 5

Table showing respondents view with respect to quality regarding Mysore Sandal Soap. Particulars Very High Quantity High Quantity Average Low Quality Very Low Quality TOTAL

No. of Respondents 18 40 32 10 0 100

Percentage 18% 40% 32% 10% 0% 100%

Graph showing respondents view with respect to quality regarding Mysore Sandal Soap. 40% 30% 20% 10% 0% Very High Quantity

High Quantity

Average

Low Quality

Very Low Quality

Interpretation The above table and graph, it represents regarding what the attributes consumer likes in Mysore Sandal Soap. 8% and 4% customers likes the freshness and other attributes 38% consumers like the fairness of the soap. Most of the customers like fragrance of the soap, out of total 100 respondents 50 respondents like the soap because while making of this soap the company use the pure sandal wood oil and the fragrance of the sandal most of the people like.

TABLE: 8 SL NO. 1 2 3 4 5

Table showing consumers view with respect to price of MSS. Particulars Lower Low Reasonable Expensive Very Expensive TOTAL

No. of Respondents 0 12 22 46 20 100

Percentage 0% 12% 22% 46% 20% 100%

Graph showing consumers view with respect to price of MSS. 40% 30% 20% 10% 0% Very High Quantity

High Quantity

Average

Low Quality

Very Low Quality

Interpretation The above table and graph, it represents opinion regarding price of the Mysore Sandal Soap. Number of respondents are 100 out of which 12 respondents have said that price of the soap is low. According to 22% and 20% respondents the price of the soap is reasonable and very expensive. According to most of the customers the price of the soap is expensive. Out of total 100 respondents 46 respondents said its price is expensive. The reason behind expensive of the product is that it is made by using of the pure sandal wood. In this situation the company should think about the price of the product.

TABLE: 9 Table showing the respondents opinion about other sandal wood oil soaps available in the market. SL NO. 1 2 3 4

Opinion Excellent Good Average Poor TOTAL

No. of Respondents 20 48 30 2 100

Percentage 20% 48% 30% 2% 100%

Graph showing the respondents opinion about other sandal wood oil soaps available. 50% 40% 30% 20% 10% 0% Excellent

Good

Average

Poor

Interpretation The above table and graph, it represents opinion regarding the other sandal wood oil soap available in the market. Numbers of respondents are 100 out of which 48 respondents have said as good. According to 2% and 20% respondents other sandal wood oil soaps are poor and excellent and according to 30% consumers said that average performer. Mostly the customer measures the performances of the product by consider all the product by consider all the performer. Mostly the customer measures the performances of the product by consider all the prospective like price, quality, availability etc. of the product.

TABLE: 10 SL NO. 1 2 3 4 5

Table showing external factor that influence the purchase decisions of respondents.

Outside Factors Friends Internet TV/News Paper Ads in Magazine Others TOTAL

No. of Respondents 15 0 46 12 27 100

Percentage 15% 0% 46% 12% 27% 100%

Graph showing the external factor influencing the purchase decision of respondents. 50% 40% 30% 20%

10% 0% Friends

Internet

TV/News Paper

Ads in Magazine

Others

Interpretation The above table and graph, it represents opinion regarding what the external factors influence of the individual in purchase decision of the soap. Number of respondents are 100 out of which 15 respondents accept that his friends and collogues are influence. 12% respondents mark as influence by looking the ads in the magazine. 27% respondents influence by other resources like wall holdings, banners, shopkeeper's behaviors etc. The maximum respondents influenced by watching the ads in TV or in Newspaper. Out of total 100 respondents 46 respondents influenced by TV or News Paper ads.

TABLE: 11 SL NO. 1 2 3 4 5

Table showing the respondents rating on company contribution towards improving their product.

Particulars Highly Satisfied Satisfied Undecided Dissatisfied Highly Dissatisfied TOTAL

No. of Respondents 10 45 20 21 4 100

Percentage 10% 45% 20% 21% 4% 100%

Graph showing the respondents rating on company contribution towards improving products. 50% 40% 30% 20% 10% 0% Highly Satisfied

Satisfied

Undecided

Dissatisfied

Highly Dissatisfied

Interpretation The above table and graph, it represents company's contribution towards improving the product. Number of respondents are 100 out of which 10 respondents are highly satisfied, means these consumers like the quality, price and company's performance. 45 respondents are satisfied. 20 ,21 and 4 individuals are undecided, dissatisfied and highly dissatisfied. So, here overall respondents are satisfied because company maintaining the improvement of the product like quality, packaging mode etc.

TABLE: 12 SL NO. 1 2 3 4 5

Table shows the respondents rating on product packaging and mode of dispatch.

Particulars Strongly Satisfied Satisfied Undecided Dissatisfied Strongly Dissatisfied TOTAL

No. of Respondents 56 32 6 6 0 100

Percentage 56% 32% 6% 6% 0% 100%

Graph shows the respondents rating on product packaging and mode of dispatch. 60% 50% 40% 30% 20% 10% 0% Strongly Satisfied

Satisfied

Undecided

Dissatisfied

Strongly Dissatisfied

Interpretation The above table and graph, it represents consumers rating regarding the packing and mode of dispatch. Number of respondents are 100 out of which 6 respondents are Undecided, 6 are dissatisfied. Most of the consumers like the packing and the mode of dispatch of the product because, out of total 100 consumers 56 consumers are strongly satisfied and 32 respondents are on the satisfied. So, here for the company it is positive results regarding the packing and the mode of dispatch.

TABLE: 13 SL NO. 1 2 3 4 5 6 7

Table shows the respondents suggestion regarding improvement.

Particulars Quality Quantity Price Advertisement Distribution Channel Delivery Service No more improvement TOTAL

No. of Respondents 21 07 25 44 3 0 0 100

Percentage 21% 07% 25% 44% 3% 0% 0% 100%

Graph shows the respondents suggestion regarding the improvement. 50% 40% 30% 20% 10% 0%

Interpretation The above table and graph, it represents the suggestion of the consumers towards improvements. Number of respondents are 100 at of which 21 respondents suggest to improve in the quality of the product, 7 respondents said quantity should be improved. According to 25 respondents price of the product should be modified, but most of the consumers suggest improve the advertisement, out of the total 100 consumers 44 consumers have told to improve in the advertisement of MSS very weak.

CHAPTER: - 5 FINDING AND SUGGESTIONS FINDINGS:

1. Most of the people are aware of the product. 2. Most of the people are getting the information through the word of mouth than the advertisements. 3. Most of the people are satisfied with the product. 4. People are also satisfied with the availability of the product at the retail stores. 1. It was a concern where some people felt that the retailers don’t motivate them to buy the product. It was to some extent rather. 2. Mysore Sandal soap was the first choice among the bulk of the buyers approached. 3. Some people who are in the income group of below Rs 10000 per month were not satisfied with the pricing policies of the Mysore Sandal Soap. 4. The quality of Mysore Sandal soap was the best among the quality of the products produced by other companies. 5. It was found that dove, santoor & pears were the foremost competitors for the Mysore sandal soap SUGGESTIONS 1. The company needs to open its own retail outlets to have a greater market share. 2. TV ads need to be shown more to grab a greater market share. 3. People felt that the packaging of the product wasn’t that attractive. So the packaging needs to be improved 4. The prices need to be reduced; this may help the company to gain a larger market share. 5. Middle class & lower middle class must be targeted excessively. 6. The company needs to rethink upon its advertizing strategies. 7. Better marketing should be applied. 8. The company needs to use more promotional tools to attract the existing as well as new customers. 9. Some people felt that the packaging of the product wasn’t that attractive. So the packaging needs to be improved. 10. The use of well-known celebrities as the brand ambassadors will definitely help the cause of good publicity.

CONCLUSIONS: This study has revealed that there are some defects in the company which relates to manufacturing process, slow moving sub-assembly items and blockage of working capital in work-in-progress. By adopting some of latest technique of control and suggestions made in the study there is every chance improving inventory management in the organisation.  KS&DL applying a good procedure for issuing & storing materials. It must have internal controls to protect its investment in materials.  Materials on hand must be carefully identified, stored, recorded & preserved by storeroom & the storeroom staff.

 Materials are issued only upon written receipt of a materials requisition.

LEARNING EXPERINCE Few things, which are advantageous theoretical, will not be advantageous in practical situation such as making decision, bottom up management, implant certain ideas, changes in certain policies, methods, etc. It served an opportunity to integrate practical experience will the theoretical concepts and to understand functional aspects of the various departments in the organisation. The theory was the base and this project helped me to understand the reality. It provides insight knowledge particularly to view the large scale production with heavy equipment and machinery used for production purposes.

BIBLIOGRAPHY REFERENCE BOOKS  

Principles of Financial Management – Dr. G.B.BALIGAR Seventh edition, Ashok prakashan publishers Financial Management – G.SUDHARSHAN REDDY

 

2008 First edition, Himalaya publishing house Financial Management – I. M. PANDAY Tenth Edition, Vikas publishing house Management Accounting – SHASI.K.GUPTA&R.K.SHARMA Third Edition, Kalyani publishers

WEBSITES  

http://karnataka.gov.in/mysoresandal www.karnatakasoaps and detergents limited. com

QUESTIONERIES

1.Name

contact number

2.Sex . male , female

3.Age . less than 20 , 20-30 , 30 and above

4.Marital status . ___ married , ___ unmarried

5.Qualification . a) under graduate b) graduate c) post graduate

6.Occupation . a) employed b) self employed c) management d) others 7.Are you aware of mysore sandals brand a) yes ___ b) no ___

8.Please tick the sources from where you are aware of mysore sandals soap. a) Friends b) Hoardding advertisement c) Relatives d) Advertisement other Tv chanal

9.If yes , what is the frequency of usage a) one time b) two time c) more

10.What type of soap do you use in mysore sandals a) Gold b) Rose c) Jasmine d) Baby soap

11.Do you come across any advertisement of mysore sandals soap a) yes _____ b) no_____

12.Apart from mysore sandals soap which other similar branded soaps comes to your mind first ______

13.As per you what are the best qualities of mysore sandals soap when compared to others a)quality b)less advertisement c) others

14.Do you think there is a competition for mysore sandals soap a)yes____ b)no____ If yes ,whom do you consider as compititors ? _____________

15. How do you rate the overall brand of the mysore sandals soap ? a)excellent d)dissatisifaction

e)highly disappointing

b)good c)acceptable