Ghari detergent

PREFACE
Marketing should not be looked upon in a vacuum or in isolation. It is an essence taking a view of the whole business organization and its ultimate objective concern for marketing must penetrate all areas of the enterprise. Market survey in todays competitive world is a must for every organization. This project is a study of market potential of Ghari Detergent The rational behind this particular study is to find out the present market scenario of various brands & to find out the corporate need and perception. It was a pleasurable experience to conduct a research on behalf of Ghari Detergent pertaining to the study of the Detergent. Conclusion and there by recommendation has been arrived at by proper and justified interpretation of the result derived from the above said analytical tools and techniques.

ACKNOWLEDGEMENT

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Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number o persons. I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and previledge to express my deep regards to Respected Principal Sir Dr. Mahesh Katthal , Department of Chemistry , Noble College Rajakhedi Makroniya Sagar (M.P.) for allowing me to undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of Dr.Mahesh Katthal she rendered me all possible help me guidance while reviewing the manuscript in finalising the report. I also extend my deep regards to my teachers , family members , friends and all those whose encouragement has infused courage in me to complete to work successfully.

(SANDHYA YADAV) M.Sc. IInd Semester

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DELCLARATION BY THE CANDIDATE

Date : I declare that the project report titled " GHARI DETERGENT" on Market Segmentation is nay own work conducted under the supervision of Dr.Mahesh Katthal Department of Chemistry , Noble College Rajakhedi Makroniya Sagar. To the best of my knowledge the report does not contain any work , which has been submitted for the award of any degree , anywhere.

(SANDHYA YADAV) M.Sc. IInd Semester

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CERTIFICATE
The project report titled "GHARI DETERGENT " been prepared by Dr.Mahesh Katthal M.Sc. IInd Semester , under the guidance and supervision l for the partial fulfillment of the Degree of M.Sc.IInd Sem chemistry.

Signature of the Supervisor

Signature of the Head of the Department

Signature of the Examiner

CONTENTS
TOPIC TITLE

1. 2. 3.

Preface Acknowledgement Declaration of the Candidate

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4. 5. 6. 7 8. 9. 10 11 12 13 14 15
Certificate Introduction & History Ghari detergent factory Financial Report of Ghari Detergent Our Management Network of Ghari Detergent Marketing Segmentation Scope of the Study Limitations Research Methodology Data Analysis & Interpretation Conclusion Bibliography

Introduction & History of ghari detergent

In the ever changing world where changes are made at fast pace. It is important to understand how these changes affect our lives and lifestyles. The driving force at RSPL is to understand profound changes in product technology and consumer needs to make our brands the way consumer desires them to be. We believe that the only constant in history of mankind is evolution and so should it is our endeavor to give superior brand experience and most superior value for consumers money. Our undeterred pursuit for evolution has led the company to progress on the path of value during our growth.

Ghari detergent

Rohit Surfactants Private Limited (RSPL) is 2000 crore diversified conglomerate,

which is committed for value for money propositions & credited with several innovations over last 3 decades. The sagacity to weave its business around consumer needs has conferred RSPL with a distinct value and identity. Efficient capital structure, cutting edge technology, operational discipline and a widespread distribution network, have together attributed to enhance RSPL and enabled the organization to deliver value to consumers. Keeping in line with its expansion programme, The company has been established detergent manufacturing units in various locations across the India to enable the company to fulfill the demand of its products across the country more effectively. The company is going to set up a new unit in Raipur, Chhattisgarh for the manufacturing of detergent cake, powder and acid slurry. The company has applied for necessary approvals to set up the unit. Within next couple of years the groups installed capacity of detergents would cross 800000 MT PA. To make its presence stronger in Southern States, the company is planning to set up a unit in Karnataka. The company has already acquired. land at Bidar, Karnataka for the purpose. Keeping in view the expanding market of personal & home care products in India, the company has set up a unit in Haridwar for the manufacturing of personal and home care products like Shampoo, Hair oil, Toothpaste, Moisturiser, Shaving Cream,

Ghari detergent
Liquid Hand Wash, Floor Cleaner, Liquid Detergent and Toilet Cleaner.. Installed capacity of unit will be 123 MT per day for all the products taken together. The unit has become operational in March 2010.

FINANCIAL REPORT OF GHARI DETERGENT

Ghari Detergents brand is one of the fastest growing in the FMCG market. The RSPL Group, inspite of competition, is making great strides in the Indian Detergent Industry and is currently ranked as largest brand in its category with more than 16% market share and is striving to better its position by constant endeavor. A family business which started around 1970 for manufacturing and marketing of oil soap with a turnover of a couple of Lac turned into a corporate in the year 1988 by entering in manufacture of Detergents.

With the passage of time, by adopting latest technology and using premium quality raw material, it developed a product under the brand name GHARI to the liking of the masses. In the year 2006, the Company launched dish wash bar under the brand name XPERT. Further, in the year 2008, the Company entered into toilet soap segment and launched toilet soap under the brand name VENUS, which is available in various variants.

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RSPL has achieved a turnover of more than Rupees 1940 Crores during 2009-10 from a mere turnover of Rupees 1.39 Crores in the year 1988-89 with an average growth rate of 15 to 20%. Our performance in the last 3 years :

Our Management
DIRECTORS ON BOARD RSPL group is promoted by Gyanchandani family. The promoter directors are combination of experienced and young persons. Murli DharChairman & Managing Director since 35 yrs Joined the family business of his father Late Dayal Das. His vision and strong dedication laid the foundation of the RSPL group. He has the responsibilities of finalizing Corporate Strategy & Planning for the growth of the business of the group. Under his leadership the group has established itself amongst the top manufacturers of detergent products in a short period of nearly 3 decades. He is guiding the younger generation to venture into new categories. Bimal Kumar
Managing Director since 30 yrs Joined the family business of his father with his elder brother Shri Murli Dhar.

His responsibilities are to supervise and control management of the entire group. His contribution to the Human Resource Development in the group has been enormous and his media and advertisement strategy has proved to be superb efficient in terms of sales response. His ability to spot trends early has helped to identify new segments the company should foray. Manoj Kumar
Director since 16 yrs Joined the business in 1996 at a very young age.

His contribution to the group was the first business diversification in the leather industry. After establishing Leather and Footwear venture and turning the business into Rs. 100 crores, he is on his way to create new land marks in Dairy business.

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Rahul Gyanchandani
Director since 7yrs He was appointed Director of the company in the year 2004.

His present responsibilities are operations of Soap & Detergent division of the Company. He is also actively involved in the planning of new projects. All the expansion plans of soap & detergent division are going under in his able direction. He has a vision for backward integration. Under his able guidance, the company has successfully entered into toilet soap segment by launching toilet soap under the brand name VENUS and foraying into homecare segment. Rohit Gyanchandani
Director since 5 yrs He was inducted to the Board of the Company in the year 2005.

He has the responsibility of planning and monitoring advertising and evolving new strategies for marketing. He is also looking after real estate business of the group. One of the group company, Nimmi Build Tech Pvt. Ltd. is developing residential projects in Kanpur and Lucknow through SPV.

Our Network
LOCATIONS ACCROSS INDIA RSPL follows the policy of penetrating its markets deep and then focusing on geographical expansion. Having achieved strong distribution reach in its core markets, it has now embarked on strengthening its geographical presence by establishing and expanding distribution in other states (most notably in South India) We are successfully running more than one manufacturing units at Alwar, Aurangabad, Chitradurg, Dhar, Ghaziabad, Greater Noida, Haridwar, Jamnagar, Jamshedpur, Jhansi, Kanpur, New Delhi, Roorkee, Sagar and adding more.

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MARKET SEGMENTATION
PRODUCT
A product is anything that can be offered to a market to satisfy a need or want.Products that are marketed include physical goods, services, experiences, events, persons, places, properties, organizations, information and ideas. Product Classification Marketers have traditionally classified products on the basis of characteristics: durability, tangibility, and use. Ghari Detergent is a Tangible, Non Durable Good on the basis of this classification. Consumer Goods Classification
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The vast array of goods consumers can buy can be classified on the basis of shopping habits. Convenience Goods: The consumer purchases such goods frequently, immediately and with a minimum of effort. Shopping Goods: Are goods that the consumer, in the process of selection and purchase characteristically compares on the bases of suitability, quality, price and style. Specialty Goods: Have unique characteristics or brand identification for which a sufficient number of buyers are willing to make a special purchasing effort. Unsought Goods: Are those the consumer does not know about or does not normally think of buying WASHING SOAP and other soaps fall into the category of Convenience Good

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GHARI DETERGENT

SWOT PROFILE OF GHRI DETERGENT

STRENGTHS
Strong Market Research (door to door sampling is done once a year in Urban and Rural areas) Strong sales and distribution network backed by HLL Strong brand image

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Dynamically continuous innovation of the product and brand rejuvenation new variants Perceived to have high value for money (strong brand promotion but relatively lower price which is a winning combination in the popular segment) Though it is in popular segment, it is having mass appeal/market presence across all segments Unique advantage of having access to resources and assets of HLL

Scope of the Study

The geographical scope of the study was restricted due to time and resource constraints. The study being

exploratory in nature, the sample size was restricted to 80 consumers (mostly student group) and 20 retailers. Focus

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being mainly on in-depth probing, the generalizations drawn are only indicative and not conclusive.

Limitations of the Study

Response biasness could be one of the limitations. The sample chosen may not be the true representative of the whole population.

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As the research was exploratory in nature, it was not possible to study the accurate phenomenon of the fact.

RESEARH Methodology:
In order to address the above questions an exploratory study was conducted. The idea was to probe and get deeper insight into sales promotion scenario of Washing Soap above mentioned objectives
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and to tap

perceptions of retailers and consumers. In order to address

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(i) Study of secondary sources was carried out, (ii) (iii) Responses of retailers were taken using structured Structured questionnaire was designed to seek questionnaire and consumer responses. Convenience sampling was used for both retailers as well as consumer studies. Twenty retailers ranging from small kirana store to big provision stores were approached. All the retailers were located in Kanpur. The respondents for consumer study were mostly students and consumers found as per convenience in the market. The total respondents were 80 in number. Data analysis is done using software package like MS-EXCEL.

Abstract:
The origins of personal cleanliness date back to prehistoric times. Since water is essential for life, the earliest people lived near water and knew something about its cleansing properties - at least that it rinsed mud off their hands. A Detergent-like material found in clay cylinders during the excavation of ancient Babylon is evidence that soap making was known as early as 2800 B.C. Inscriptions on the cylinders say that fats were boiled with ashes, which is a method of making detergent, but do not refer to the purpose of the

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"detergent." Such materials were later used as hair styling aids. Soap got its name, according to an ancient Roman legend, from Mount Sapo, where animals were sacrificed. Rain washed a mixture of melted animal fat, or tallow, and wood ashes down into the clay soil along the Tiber River. Women found that this clay mixture made their wash cleaner with much less effort. Some of the early instances of commercial

manufacturing of soap are: In Britain references began to appear in the literature from about 1000AD, and in 1192 the monk Richard of Devizes referred to the number of soap makers in Bristol and the unpleasant smells which their activities produced A century later soap making was reported in Coventry. Other early centers of production included York and Hull. In London a 15th century "sopehouse" was reported in Bishopsgate, with other sites at Cheapside, where there existed Soper's Lane (later renamed Queen Street), and by the Thames at Blackfriars Andrew pears. In 1789, he commenced production of a transparent soap at a factory in Wells Street, off Oxford Street and became hugely successful.

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DATA ANALYSIS & INTERPRETATION

(1)Sales Promotion Schemes Offered On Ghari Detergent

S a le s P r o m o tio n 4 0 3 5 3 0 2 5 P E R C E N T A2 0 E G 1 5 1 0 5 0

sc h e m e s

P r i c e o f f P r o d u c tC a s h C r o ss P r iz e s B u n d l i n gR e f u n d r o m o t i o n P S C H E M E S

The primary analysis found that Price off is the best sales promotion schemes offered on Ghari Detergent (40% of the retailers agreed on this). Product Bundling was the next best with 30% of the retailers in favour of the same.

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(2)NORMAL

DURATION

OF

SALES

PROMOTION

SCHEMES
60 50 40 30 20 10 0
15 Days 1 Month 1 Month 3 Month More than - 3 months

60%

Duration

25% 15%

Theprimary analysis found that 1 month 3 month is the normal accepted duration of sales promotion schemes (60% of the retailers agreed on this). More than 3 months was the next best with 25% of the retailers in favour of the same

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(3)HOW OFTEN SALES PROMOTION SCHEMES ARE OFFERED ON GHARI DETERGENT

F req u en cy o f S ch em es O f f ered

6 m o n- t 1h sy e a r 3 -6 M o n t h s L ess t h a n 3 m o n t h s

5% 2 0% 75 %

The primary analysis found that Less than 3 months is the general perceived frequency for sales promotion schemes offered on Ghari Detergent (75% of the retailers agreed on this). 3 months 6 months was the next best with 20% of the retailers in favour of the same.

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(4)AFFECT ON SALES OF GHARI DETERGENT DUE TO SALES PROMOTION SCHEMES

A ffe c t o n S a le s
1 0 0 8 0 6 0 4 0 2 0 0 7 5 % S a le s

1 5

% 1 0 % E ffe c t

I n c r e a s e a n t s a Ny o C in S a le s

The primary analysis found that sales promotion schemes offered on Ghari Detergent caused an Increase in sales (75% of the retailers agreed on that). Cant say was the next best opinion with 15% of the retailers in favour of the same.

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(5)COMMUNICATION SCHEMESo M
8 7 6 5 4 3 2

OF

SALES

PROMOTION

d e o f c o m m u n i c a ti o n fo r p r o m o ti o n s c h e m e s

0 0 0 4 5 % 0 0 25 % 0 20 % 1 0 % 0 10 0 T h r o u g h l e s T h r o u gT hh r o u g hT h r o u g h S a R e p r e s e n t w thi vo el e s a lPe rr isn t E l e c t r o n i c a M e d ia M e d ia

The primary analysis found that Wholesalers were the best medium of communication of sales promotion schemes (45% of the retailers agreed on that). Sales representatives was the next best with 25% of the retailers in favour of the same

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(6) LEVEL OF SERVICING DURING SALES PROMOTION - COMPARISION WITH COMPETITOR

O n -e t o p s s h o p ?

6 0 4 0 2 0 0

4 5 %

3 5 % 1 0% 1 0 %

S u p e r i o r S i m i l a r &I n f e r i o r S& u p e r i o r & m o r e m o r e & l e s s m o r e F r e q u e n tF r e q u e n tF r e q u e nF tr e q u e n t

The primary analysis found that the level of servicing during sales promotion vis--vis competitors was Superior and more frequent (45% of the retailers agreed on that). Similar and more frequent was the next best with 35% of the retailers in favour of the same.

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CONCLUSION
The findings of the empirical study indicate that unless the brand to be promoted is in the consideration set of the consumer, sales promotion by itself is unlikely to have any major impact. Clearly this shows that managers need to invest into brand building exercise so that his/her brand appears in the consideration set of the target consumers. Only after this should he spend time, money and energy on sales promotion activities. Sales promotion should not be used in isolation but need to be integrated with other tools and in line with the overall positioning of the brand. Also the importance of the role of mass media came out clearly in both the studies. Companies need to create sufficient awareness about sales promotion schemes through mass media in order to create awareness The role of retailer in influencing consumer in brand choice decision in a detergent category was found to be insignificant which also supports the above observations. Toilet soaps are low involvement products characterised by switching behaviors. Also the person going to the shop for the purchase of soap is the final decision maker of the brand. Hence it is essential that companies need to design attractive, striking, visible POPs for scheme announcements.

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SUGGESTIONS & RECOMMENDATIONS

(1) (2) They should provide more promotions like price-offs and samples. Retentive strategy required as the soap segment is in the mature stage of its product life cycle
(3) Liquid body wash is currently in the growth stage Ghari

Detergent should come out with more variants in this segment (4) Level of servicing is low during sales promotion schemes this could be brought up.
(5) It is having only 19.8 % rural market presentation which

could be further enhanced.

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BIBLIOGRAPHY
The information included in this project is taken from the reference: BOOKS: Marketing Research : By Varma M. ,Agarwal R. By Majumdar WEBSITES: www.indiainfoline.com www.hul.com

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