CASE STUDY ON KSDL

Overview of Case study:

Companies profile

product lines

New product launches

Questions and Answer

INTRODUCTION

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)

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

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 Mysore Sandal Soap “ “ Classic “ Special Sandal “ Jasmine “ Rose

Sansar Soap2.Detergents Mysore-detergent bar “ “ powder Point-Detergent Powder Sansar Detergent Powder

 

3.Agarbathi Mild and pleasant Fragrances in Varieties of

Chandan , Jasmine and Rose Mysore Sandal Talc

NEW LAUNCHES

Mysore Sandal Gold Soap

Mysore Sandal Baby Powder

Fresh mate Sandal Fresh-Air Freshener

New Product Gold

NEW PRODUCT GOLD

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

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”

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”

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

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:

1. BENEFITS THAT CONSUMERS WILL BE LOOKING FOR IN A PREMIUM SOAP

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

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

2.How to motivate consumers 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.

Self

Actualization

Esteem

Social

Physiological

Safety

Maslow’s Hierarchy of Needs:

ERG theory

GROWTH

RELATEDNESS

EXISTENCE

Esteem need Growth These needs includes prestige, status, self

respect and ego. Mysore sandal gold catering premium

segment which is directly related to esteem need.

For motivating the consumer KSDL should use print media and television for persuasive advertising.

For print media they should use elite class magazine.

They should target prime time shows in television.

3) Segmentation

Geographic: Demographic Psychographic Behavioral

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