02-10-2012, 04:23 PM
A STUDY ON SALES PROMOTION OF MYSORE SANDAL SOAP
A STUDY ON SALES.pptx (Size: 1.01 MB / Downloads: 107)
Objectives of the Study
To study the various promotional strategy adopted by Mysore sandal soap.
To find out the footage of Mysore sandal With respect to other players in the market.
To observe and understand the practice followed by Mysore sandal soap
To study the activities of each and every department of the organization.
Limitations of the Study
Survey is confined to the city of Banglore
The study was conducted under the assumption that the information given by the respondents is authentic.
The analysis and suggestion are given only with respect to marketing aspects as technical suggestion with respect to the product could not be given.
Confidential matters were not disclosed by the company.
There were time constraints.
MARKETING
Marketing is a social and managerial process by which individuals and groups obtain what they need and want, through creating, offering and exchanging products of value with others”.
Promotion
Various activities the company undertakes to communicate and promote its products to the target market.
Involves communication programs i.e.
direct marketing,
advertising,
sales promotions,
public relations,
motivation of sales force.
Sales Promotion Tools
Samples
Coupons
Rebates
Price Packs
Prizes
Discounts
Allowances
Free Goods
Trade Shows and Conventions
Sales Contests.
Karnataka soaps and detergents LTD
located at Banglore
Started by His Highness Maharaja of Mysore late Jayachamarajendra Wodeyar
The Maharaja of Mysore & Diwan Sir.M.Visvesvaraya established the Government Soap factory during the year 1918.
factory was started as a very small unit near K.R.Circle.
The factory shifted its operation to Rajajinagar industrial area, Bangalore in July 1957,where the present plant is located
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
VISION STATEMENT:-
Keeping pace with globalization,
Ensuring global presence of Mysore Sandal.
Secure all assistance and prime status from Government of India, all technology alliances.
Making all out efforts to achieve reasonable profits.
Most importantly to earn the invaluable foreign exchange, both to the state and to the country.
STRENGTHS
The factory is located in the heart of the city & has all infrastructure facilities,
It is fully owned by Govt. of Karnataka so in times of financial crisis it can easily get the financial support from government.
A very little competition for its major products sandal soap.
An ISO 9002 certified company has its own brand image.
An ISO 14001 company, which commits to reserve the natural environment in the production of its quality products to the satisfaction of its customers.
Diversified product range keeps the company stable.
Abundant availability of raw materials at present
WEAKNESS
Excessive labor force has increased the operating cost.
Low turn over .
Defective marketing strategy .
Technology used for production is old and needs up gradation.
R&D is not effective in reducing the cost of production.
The large proportion of the target area is upper middle class and upper class people, it has very few offers to lower middle class.
Unskilled labor force hampering the growth.
OPPORTUNITIES:
The toilet soap and the detergents market is an ever expanding industry and a major company like KS& DL with its manufacturing expertise can grab the market if it reaches peak manufacturing capacity.
Company has a great opportunity to expand its market share by increasing exports.
At present it has Good raw material sources to enhance production.