THIS PRESENTATION IS TO BE PRESENTED ON THE TOPIC OF BRAND AWARENESS. THE CONTENTS ARE TO IN THE COMPANIES SCENARIO. HOW THE COMPANY IS TO BE IN THE MARKET FOR EACH OF THEIR PRODUCTS OF KSDL

1. P R E S E N T E D B Y
K . N . V I J A Y K U M A R
A Study on Brand Awareness of Karnataka Soaps
& Detergents Limited

2. INTRODUCTION
 Brand awareness plays a major role in a consumer’s buying decision making
process.
 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 Indian Soap Industry includes about 750 companies with combined annual
revenue of about $18 billion.
 The toilet soaps can be divided into four price segments: Premium, popular,
economy and carbolic soaps

3. Objectives Of Study
 To study the concept of preferred branded soaps from KS&DL by the
customers.
 To study the current attractive branded soap of customers from KS&DL
list of products.
 To study the different factors and sources from which customers
influenced while making a purchase of soap.
 To understand and provide suggestion based on the findings from the
above study at KS&DL and based on its products preferences.

4. COMPANY PROFILE
 Karnataka Soaps & Detergents Limited, a successor to the government soap
factory, which is one of the premier factories among the Indian soap industries.
 The high quality Sandalwood oil was introduced to the world by the
Government Soap Factory.
 The factory was started a very small unit near K. R. Circle, Bangalore.
 Then, the factory shifted its operations to Rajajinagar industrial area,
Bangalore in July 1957.
 The plant occupies an area of 42 acres.

5.  Sandal soap was produced and introduced in the market under the brand name
of MYSORE SANDAL SOAP during the year 1918.
 In 1950 Government decided to expand the factory in two stages.
 The industry has 2 more divisions one at Shimoga and another at Mysore .
 TRADEMARK OF MYSORE SANDAL SOAP
 The “SHARABHA”

6. VISION AND MISSION
 Vision:
 Keeping pace with globalization, global trends & the states policy for using
technology in every aspect of governance.
 Making available technology product and services at the most affordable price
to the people at large, in keeping with the policy of a welfare state.
 Making all out efforts to achieve unimaginable profits.
 Most importantly to earn the invaluable foreign exchange, both to the state and
to the country.
 Mission:
 To serve the National economy.
 To attain self-reliance.
 To promote purity & quality products.
 To maintain the Brand loyalty of its customers.
 To build upon the reputation of Mysore sandal soap based on pure sandal oil.

7. PRODUCTS
 Products are manufactured at KSDL are
 Mysore Sandal Soap
 Detergents
 Agarbathies
 Sandalwood oil
 Talc
 Body wash
 Hand wash
 Face wash
 Room freshener

8. Research Methodology
 Sample size
Sample size for the study was 100 customers of Mysore Sandal Soap outlet and
near by the company surroundings.
 Research Methodology:
 Methodology of research which will be used is survey method. This method
will be suitable for the study because of the voluminous of data available and
suits the title of the study. A questionnaire will be administered to the
respondents and was tabulated for drawing inferences.
 Sources of Data:
 Primary Data:- The Primary data is being collected using the Structured
Questionnaires that is taken at the time of survey.
 Secondary Data:- The Secondary data is the available records about the
company being collected using Internet, Journals, Newspapers, Company
books or publications.

9. Data Analysis
Awareness of the Product

10. Consumer preferences on a product

11. Consumer Perception on Mysore Sandal Soap

12. Purchase of Soap

13. Fragrance preference of the Consumer

14. FINDINGS
 In my study of the project, I found that many of the customers are aware of the
product, through the sources like
 Advertisement
 Word of mouth communication and
 By others
 In my study , I found that most of the customers buy bathing soaps based on
 Brand and
 Quality
 In my study, I found that most of the peoples are use branded soap products more
than 1 year.
 30 %of the respondents feel that quality of the product place a major role in
branding and STP is one among them.
 Many of the customers think that Mysore Sandal Soap is a branded product
because of its quality standards.

15. SUGGESTIONS
 I suggest that promotions of the product should be important with attractive
themes, advertisings helps in success of the product.
 The company must focus on the updating of the technology, which will be
useful in development of the product and also for the promotional campaign in
the market.
 Innovative strategies must be used to increase the sales of the product and
regain the market.
 Mysore sandal soap products must make to be available to the customers in all
the stores and company outlets.
 Customers should be given different pricing strategies apart from competitive
pricing to benefit the customer satisfaction.

16. CONCULSION

 Karnataka Soaps and Detergents Ltd is market leader in Sandal Soaps,
and is having its brand awareness and brand loyalty in various regions
of the country.
 Customers have a sight into brand images in their minds, But most of
the customers prefer only Mysore sandal soaps of 75gms and 150gms*3
set pack.
 KSDL is maintaining its Brand name its quality, quantitative and
affordability of product from many years. It has gained loyal customers
in this process.
 They are targeting all the classes of the society and their distribution
channel is also according to their marketing plans.
 KSDL does not compromise with the standards of the product as it is
main reason why the customers are with Mysore Sandal.