Case Study On Ksdl

CASE STUDY ON KSDL

Overview of Case study:

INTRODUCTION  

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Established in 1916 by the Maharaja of Mysore, his Highness Nalwadi Krishnaraja Wodeyar and Diwan Sir M.Visvesvaraya. In the year 1980, Government of Karnataka formed Karnataka Soaps and & Detergents Limited (KSDL)

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One of the largest producers of sandal soap, including sandalwood oil in the world with an annual turnover of Rs. 125 crores.

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Company’s products in a variety of specifications : fragrances, characteristics and properties to satisfy its most demanding clients the world across that quality and innovation , superior quality products and excellent customer service to offer maximum satisfaction to its clients.

Product Ranges

PRODUCT LINE 1.Brand soap i.e. Toilet and bathing soap

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Mysore Sandal Soap

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“ “ Sansar

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Classic

Special Sandal Jasmine Rose

Soap

2.Detergents

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Mysore-detergent bar

3.Agarbathi

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Mild and pleasant Fragrances in Varieties of Chandan , Jasmine and Rose Mysore Sandal Talc

New Product Gold

NEW PRODUCT GOLD  

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Premium soap : Mysore Sandal Gold Soap Mysore Sandal wood soap, now available with almond oil for extra moisturizing. Unique combination of glycerin and 100% pure, natural sandalwood oil no harsh chemicals. contains pure sandal oil from the forests of Karnataka, soothes dry skin and relieves rashes, bringing a glow to the face

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Various brands present in the market which appeal perfume, luxury and cosmetic i.e. Jai soap, Breeze Soap, Lux, Dove etc Co. wanted to introduce a premium soap which appeal all the three at a time

Why high price for “GOLD”    

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Consumer’s benefit: 3 in 1 Good perfume oil Attractive color and shape Rich lather with lingering smell of sandalwood Attractive packaging Enriched with moisturizer Lasts long

Brand name : “GOLD” 

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Bcoz it is Premium Soap and categorized as a luxurious toilet soap Basic ingredients :S. Oil has got “golden color” called liquid gold, almond oil, along with moisturizers

Testing and commercialization 

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Consumer research for Mysore Sandal ‘GOLD’ done by mrktg consultants agencies Shape and packaging based on this basis It was displayed at Aero Space Exhibitions, yelahanka 98 Questionnaires were done Introduced in market by C.M of Karnataka. Advt: mass comm. Magazines-Life style’ outlook, swagat Punch line : Time less magic of sandal for a glowing skin

Questions:

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Good perfume oil Attractive color and shape Rich lather with lingering smell of sandalwood Attractive packaging Enriched with moisturizer, soothing skin care, to smooth dry skin Lasts long Total bathing experience with freshness

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Above mentioned benefits are according to the book but in real along with all these factors price is an very important factor which can’t be ignored. Good quality in Reasonable price

Attributes Of Mysore sandal gold 1. Sandal wood oil--which gives woody aroma, remains stable for a long period of time. 2. Gold -something precious not easily available and costly. 3. A good BRAND name. 4. 

Maslow’s Hierarchy of Needs:

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Self 

Actualization

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GROWTH Esteem  

Social

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RELATEDNESS Safety   

Physiological

ERG

q Esteem need Growth q These needs includes prestige, status, self respect and ego. q Mysore sandal gold catering premium segment which is directly related to esteem need. q For motivating the consumer KSDL should use print media and television for persuasive advertising. q For print media they should use elite class magazine.

3) Segmentation     

Geographic: Demographic Psychographic Behavioral