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SUMMER PROJECT
ON
MARKET RESEARCH & SALES PROMOTION
UNDER GUIDENCE
OF
MR. SANDEEP SHARMA
BY
SANDEEP KUMAR SINGH
MMS 2008 – 10 SEMESTER II
ROLL NO 104
IN
ROHIT SURFACTANT PVT. LTD
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2
TABLE OF CONTENT
1.Preface
2.Acknowledgement
3.Industry Profile
Soap & Detergent industry
Leather Industry
Retail Industry
4.Company Profile
5.Introduction of Topic
6.Research-An Overview
7.Research Methodology
8.Analysis & Interpretation of Data
9.Findings
10.Suggestions
11.Limitations of Study
12.Swot Analysis
13.Conclusion
14.Bibliography
15.Questionnaire
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PREFACE
If I asked you to tell me the greatest power on earth, it is said, it is positive idea. The tiny seed
that blossoms forth into the mighty tree. Its branches and leaves bearing fruits, give shade to the
multitude. One such opportunity came in my way in the form of this project, which is the part of
this MBA curriculum.
“Learning is like eating food. It is not how much you eat that matter, what count is how much
you digest”
In business organizations importance of management being increased day by day therefore to
fulfill the requirement of various business organization, several institutions are performing the
job of imparting management education to the students.
The management orientation during summer vacations has been made an inbuilt part of M.B.A
program because besides the theoretical knowledge is also essential for an effective management
course.
This practical knowledge provides the students an opportunity to see management in action. An
industrial training is an, on the job practical training is an, on the job practical training which is
an essential part of the management program. The main purpose is to make the management
students familiar as to how theoretical aspects can be implemented in the real business situations.
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ACKNOWLEDGMENT
I take this opportunity to express my deep gratitude to those who have helped me in completing
the matter of this report. It was a time taking process and lot of guidance and support was needed
to complete this report. It was team work and without co-operation it was not possible to
complete this project.
The training report titled “Training Program” has been prepared towards the partial fulfillment
of M.B.A.
I would like to express my deep gratitude to Mr. Sandeep Sharma (Consumer Research
Executive) who provided me the opportunity to undergo the summer internship in the
organization of such high repute ,and guided us at every step.We are highly thankful for his
valuable suggestions from time to time. Without his support this project would not have taken its
present shape.
My sincere thanks to the employees of different organization. For helping me and providing
support in completing this project.
SUBMITTED BY:
Sandeep Kumar Singh
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SYNOPSIS
PROJECT TITLE : MARKET RESEARCH & SALES PROMOTION
PROJECT DURATION : 40 DAYS
RESEARCH GUIDED BY : MR. SANDEEP SHARMA
AREA COVERED : KANPUR
SAMPLE UNIT : SHOP KEEPER
SAMPLE SIZE : 224
TOOL : QUESTIONNAIRE
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INDUSTRY
PROFILE
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SOAP & DETERGENT INDUSTRY
The Indian Detergent Market
The Indian fabric wash products market was a highly fragmented one. There was a sizeable
unorganized sector. Of the 23 lakh-tonne market, laundry soaps and bars made from vegetable
oils accounted for around seven lakh tonnes with synthetic detergents making up the rest.
Washing powders were categorized into four segments - economy (selling at less than Rs.25 per
kg), mid-priced (Rs.25 - Rs. 90 per kg), premium (Rs. 90 - Rs. 120 per kg) and compact (selling
at over Rs. 120 per kg). The compact, premium and medium priced segments together accounted
for 20% of the volume share and 35% of the value share. The economy segment made up the
remaining lion's share of the market. The fabric wash industry in India was characterized by low
per capita consumption, especially in rural markets. The major players in the Indian detergent
market were HLL, P&G, Nirma and Henkel (through its joint venture with SPIC, a leading
petrochemical company based in the south Indian city of Chennai).
Evolution of the Indian detergent market
The first companies to manufacture detergents in India were HLL and Swastik. HLL test
marketed Surf between 1956 and 1958 and began manufacturing it from 1959. Swastik launched
Det, a white detergent powder, in 1957.
By 1960, Det had made rapid inroads in eastern India. Surf, a blue detergent powder,
became the national market leader with dominant positions in the west, north and south.
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In the early 1960s, the total volume of detergents manufactured in India grew from around 1600
tonnes to 8000 tonnes. HLL dominated the market with a share of almost 70 % compared to
Det's 25%. In 1966, another player entered the fray. Tata Oil Mills Company (TOMCO)2
launched its detergent powder 'Magic'.
In 1973, TOMCO introduced 'Tata's Tej' in the low-priced segment. TOMCO unveiled another
economy detergent powder called OK in 1977.
Detergent Industry in India
• Market of US $1.5 Billion and grew at 3 - 5% in value in 2005
• Few dominant players and many unorganized players
• Price is an important consideration to the consumer
• Price reduction seems to have bottomed out in 2005
• Innovations in products and distribution strategy are being the focus to grab market share
Definition of Detergent
Definition: Detergents are the main component of any laundry jobs. They work well in a large
variety of water temperatures and types. Most detergents today contain enzymes. Detergents can
be found in both powder and liquid concentrations. Detergents can also be found in heavy duty
formulas that can be especially effective with food, grease, and oil stains.
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Toilet Soap Manufacturers
Indian Classifieds » Indian Manufacturers
Exporters India, an online business directory offering a comprehensive database of companies
engaged in production & manufacturing of Toilet Soap. Buyers can browse the catalogs of these
producers & manufacturers of Toilet Soap and send a request for product details.
Rachana Lab Chem Pvt. Ltd. ( Kanchan Vardhani )
We are Manufaturers of Detergent Powder, High Quality Detergent Powder, Medium
Quality Detergent Powder, Detergent Cakes, Cleaning Bar, Cleaning Powder, Tooth
Paste, Toilet Soap, Talcum Powder, Petroleum Gelly, Shampoo and Shaving Cream.
Address :203 & 303, Circle P Building, S.G. Highway, Ahmedabad, Patan, Gujarat
Bell-o-bell Impex (p) Ltd ( Jagdish Khajuria )
Manufacturers of Hair Gel, Hair Oil, Laundry Soap, Toilet Soap, Detergent Powder,
Herbal Shampoo, Toilet Cleaners, Shaving Cream, Incense Sticks, Fashion
Garments, Steel Wares, Textile Chemicals, Pigments, Dyes, Textile Products and
Ultramarine Blue.
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Address :2, Aalap, Nehru Road, Vile Parle East,, Mumbai-400057, Maharashtra
Phone(s) : 91-22-26185293/94 Mobile : 09867385358 Reliance : - Fax(s) : 91-22--
26185291/26185292
MICRO MACHINES ( SARJU KALARIA )
Manufacturers of Toilet Soap, Toilet Soap Machinery, Detergent Soap, Detergent Soap
Machinery, Laundry Soap, Laundry Soap Machinery.
Address :PLOT NO 2 DHARMAJIVAN INDUSTRIAL ESTATE, RAJKOT, Gujarat
Godrej Consumer Products Ltd. ( Neelaksh Kalyankar )
Manufacturers of Toilet Soaps.
Address :447,Ravi Nagar,Gwalior, Madhya Pradesh
Atasi Overseas Pvt. Ltd. ( Umesh Soni )
Manufacturers of Detergent Powder, Detergent Soap, Laundry Bar, Beauty Soaps, Paper Soaps
and Toilet Soap.
Address :209, Modi Chambers, 2nd Floor, End of French Bridge, Opera House, Mumbai,
Maharashtra
Amrut Corporation ( Mahendra Shah )
Manufacturers of Toilet Soap, Laundry Soap and Oil Soap.
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Address :Jambul, Mumbai, Maharashtra
Girijan cooperative corporation ltd. ( sekhar )
Manufacturers of Honey, Tamarind, Toilet Soaps, Soapnut Powder and shikakai powder.
Address :eastpoint colony, vishakghapatnam, Andhra Pradesh
Gupta & Company Ltd ( Manager )
Manufacturers of Tobacco, Perfumes, Zarda, Gutkha, Snuff Pan Masala, Cigarette Flavour,
Toilet Soaps, Toilet Detergent, Perfumes, Cosmetics, Flavour Concentrates, Dhoop and Incense
Sticks.
Address :Xiv / 294-95, Gali Mandi Pan, Sadar Bazar, Delhi, new delhi
Himalaya Soap Factory ( Rajesh Singh )
Manufactures of Toilet Soaps like Indigenous Soap, Toilet Soap, Rani Toilet Soap, Stylish
Premium Soap, Beauty Soaps, Neem Soaps, Washing Soaps, Glycerine Soaps, Detergent Cake,
Dishwash Bar and Detergent Powder.
Address :167, N. S. Road, Rajakatra, Kolkata, West Bengal
LEATHER INDUSTRY
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The outlook for the Footwear & Leather Industry in India is positive. With a
marginal share of 2.44 percent in global trade worth US$ 97.606 billion in
Footwear & Leather Industry, India has a significant potential for higher share,
highlighted the Report on the Sectoral Analysis of the Footwear & Leather Industry in India
titled "The Indian Footwear & Leather Industry: Key Challenges & Opportunities" released by
Confederation Indian Industry (CII) Northern Region.
Mr Adesh Gupta, Chairman, CII Northern Region, while releasing the Report, urged
Government to treat Footwear and Leather industry at par with Apparel industry to generate
large scale employment and to achieve an estimated target of 12 bn $ (7bn $ export + 5 bn $
domestic) trade by the year 2012.
The Report highlights that India is a noticeable player in the world in the Footwear & Leather
market with its exports growing at 8 percent CAGR.
Multinational companies are looking at India; some of them have already entered India in
different ways. The Government is keen to support industry modernisation and help double
exports by 2010.
However, a heavy dose of investment in manufacturing segment and training facilities is required
to build up a large number of skilled workers and artisans.
Further, to sustain the growth trajectory in the sector, the Report recommends a purposeful
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review of policies to rejuvenate Indian Footwear & Leather Industry.
The specificrecommendations include; recognising Footwear industry at par with the Apparel
Industry, substantial levels of investment in terms of modern machines and rationalisation of
taxes on machinery and inputs, encouraging investment opportunities including FDI, removal of
excise on all those component items that are covered under DFIS (allowing duty free imports of
3 percent of FOB to exporters) policy approach to help build strong country brands in footwear,
strengthening of infrastructure for skilled manpower, design and testing needs and to address raw
material issues
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RETAIL INDUSTRY
Retailing in India
Retailing is one of the pillars of the economy in India and accounts for 35% of GDP.[1]
The retail industry is divided into organised and unorganised sectors. Over 12 million outlets
operate in the country and only 4% of them being larger than 500 sq ft (46 m2) in size. Organised
retailing refers to trading activities undertaken by licensed retailers, that is, those who are
registered for sales tax, income tax, etc. These include the corporate-backed hypermarkets and
retail chains, and also the privately owned large retail businesses. Unorganised retailing, on the
other hand, refers to the traditional formats of low-cost retailing, for example, the local kiana
shops, owner manned general stores, paan/beedi shops, convenience stores, hand cart and
pavement vendors, etc. [2]
Most Indian shopping takes place in open markets and millions of independent grocery shops
called kirana. Organized retail such supermarkets accounts for just 4% of the market as of 2008.
[3] Regulations prevent most foreign investment in retailing. Moreover, over thirty regulations
such as "signboard licences" and "anti-hoarding measures" may have to be complied before a
store can open doors. There are taxes for moving goods to states, from states, and even within
states.[3]
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The Indian Retail Market
Indian market has high complexities in terms of a wide geographic spread and distinct consumer
preferences varying by each region necessitating a need for localization even within the
geographic zones. India has highest number of outlets per person (7 per thousand) Indian retail
space per capita at 2 sq ft (0.19 m2)/ person is lowest in the world Indian retail density of 6
percent is highest in the world. (9) 1.8 million households in India have an annual income of
over 45 lakh(10) Delving further into consumer buying habits, purchase decisions can be
separated into two categories: status-oriented and indulgence-oriented. CTVs/LCDs,
refrigerators, washing machines, dishwashers, microwave ovens and DVD players fall in the
status category. Indulgence-oriented products include plasma TVs, state-of-the-art home theatre
systems, iPods, high-end digital cameras, camcorders, and gaming consoles. Consumers in the
status category buy because they need to maintain a position in their social group. Indulgence-
oriented buying happens with those who want to enjoy life better with products that meet their
requirements. When it comes to the festival shopping season, it is primarily the status-oriented
segment that contributes largely to the retailer’s cash register. (11)
The break-up of organized retailing sales into various product categories (12)
Books, Music & Gifts: 3% Mobile Handsets: 3% Clothing & Textile: 39% Food & Grocery:
11% Consumer Durables: 9% Footwear: 9% Furniture & Furnishings: 8% Catering Services: 7%
Jewellery & Watches: 7% Others: 4%
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Major Indian Retailers
Indian apparel retailers are increasing their brand presence overseas, particularly in developed
markets. While most have identified a gap in countries in West Asia and Africa, some majors are
also looking at the US and Europe. Arvind Brands, Madura Garments, Spykar Lifestyle and
Royal Classic Polo are busy chalking out foreign expansion plans through the distribution route
and standalone stores as well. Another denim wear brand, Spykar, which is now moving towards
becoming a casualwear lifestyle brand, has launched its store in Melbourne recently. It plans to
open three stores in London by 2008-end. (13)
The low-intensity entry of the diversified Mahindra Group into retail is unique because it plans
to focus on lifestyle products. The Mahindra group is the fourth large Indian business group to
enter the business of retail after Reliance Industries Ltd, the Aditya Birla Group, and Bharti
Enterprises Ltd. The other three groups are focusing either on perishables and groceries, or a
range of products, or both. (14)
Vivek Limited Retail Formats: Viveks, Jainsons, Viveks Service Centre, Viveks Safe
Deposit Lockers
REI AGRO LTD Retail-Formats:6TEN Hyper & 6TEN Super
RPG Retail-Formats: Music World, Books & Beyond, Spencer’s Hyper, Spencer’s Super,
Daily & Fresh
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Pantaloon Retail-Formats: Big Bazaar, Food Bazaar, Pantaloons, Central, Fashion
Station, Brand Factory, Depot, aLL, E-Zone etc.
The Tata Group-Formats: Westside, Star India Bazaar, Steeljunction, Landmark, Titan
Industries with World of Titans showrooms, Tanishq outlets, Chroma.
K Raheja Corp Group-Formats: Shoppers Stop, Crossword, Hyper City, Inorbit
Lifestyle International-Lifestyle, Home Centre, Max, Fun City and International
Franchise brand stores.
Pyramid Retail-Formats: Pyramid Megastore, TruMart
Nilgiri’s-Formats: Nilgiris’ supermarket chain
Subhiksha-Formats: Subhiksha supermarket pharmacy and telecom discount chain.
Trinethra- Formats: Fabmall supermarket chain and Fabcity hypermarket chain
Vishal Retail Group-Formats: Vishal Mega Mart
BPCL-Formats: In & Out
Reliance Retail-Formats: Reliance Fresh
Reliance ADAG Retail-Format: Reliance World
German Metro Cash & Carry
Shoprite Holdings-Formats: Shoprite Hyper
Paritala stores bazar: honey shine stores
Aditya Birla Group - more Outlets
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COMPANY
PROFILE
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The Group
The leading brand “GHARI” and some other brands in the detergent segment were earlier
owned by KTC Private Limited, the marketing company of the group. The company has been
merged with Leayan Overseas Private Limited, another group company engaged in the
manufacturing and marketing of leather shoes under the brand name of “RED CHIEF” and
finished leather. Pursuant to the Scheme of amalgamation becoming effective, the name of
the company has been changed to “Ghari Industries Private Limited”. The activities of the
merged entity are now broadly into two segments, the marketing and trading of Ghari
detergent cake/detergent powder and manufacturing and marketing of leather shoes and
finished leather.
Rohit Surfactants Private Limited -Company does the manufacturing and trading of
detergents, toilet soaps and other FMCG products.
Poonam Developers & Infrastructure India Private Limited -This company is involved in the
business of construction and real estate.
Calcutta Detergents Private Limited -This company does activities of manufacturing and
trading of detergents.
All the Companies are under the supervision and control of the same management, thereby
making its recognition as the “GHARI GROUP”.
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ROHIT SURFACTANT PVT. LTD DIVISIONS
1. SOAP & DETERGENT DIVISION
2. LEATHER DIVISION
3. RETAIL DIVISION
4. REAL ESTATE
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Group Vision & Outlook
Ghari group has diversified into other businesses with firm foot in leather, wind energy,
construction, and toilet soap.
With a view to backward integration of raw materials (Alpha olefin suffocates, optical
brightener and integrated packaging unit for captive consumption) the group has
allocated rupees 50 crores for this purpose and has managed its funding with its internal
accruals and borrowing from financial institution. Rupees 35 crores approx. has already
been invested.
The group with its commitment to quality control to utmost level has setup a fleet of
tankers and trailers to stop adulteration and to manage its logistics more efficiently and
cost effectively.
To avoid double taxation and transport cost group has established their production units
and depots in different locations across the country.
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SOAP & DETERGENT DIVISION
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SOAP AND DETERGENT DIVISION
We have a very strong market presence in major parts of India, however some parts had been
left untouched hitherto. Steps are being taken to strengthen and increase our already strong
dealer network of 2500 dealers, so that we are able to penetrate those markets where we have
little or no presence. By the next two to three years, we hope to have a significant share of the
Indian Detergent market. Initiatives are being taken to set up modernized units in order to
meet the growing consumer demand for our products and fulfill the age-old adage of ‘value
for money’.
Last but not the least, it is the dedicated and loyal workforce of the group which has helped
the Ghari group to reach such a leading market position. We try to create a work environment
which is employee friendly & soothing. This approach has been of great value in the retention
of our employees, and is evident from a very low employee turnover rate of less than 1%.
The ultimate destination of the group is healthy industrial and economic growth and to honour
its commitments towards the nation & society.
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PRODUCT PROFILE
Ghari Detergent Cake
Sizes MRP
350g : Rs. 15.00
220g : Rs. 10.00
160g : Rs. 07.00
110g : Rs. 05.00
65g : Rs. 03.00
45g : Rs. 02.00
Ghari Detergent Powder
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Sizes MRP
1Kg : Rs. 36.00
525g : Rs. 20.00
255g : Rs. 10.00
110g : Rs. 05.00
17g : Rs. 01.00
Premium Detergent
Sizes MRP
1Kg : Rs. 80.00
500g : Rs. 40.00
75g : Rs. 05.00
22g : Rs. 02.00
12g : Rs. 01.00
Hygiene Dish Bar
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Bathing Soap
Sizes MRP
100g : Rs. 10.00
45g : Rs. 05.00
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LEATHER DIVISION
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Red Chief is one of the leading footwear brand in India,
manufacturing high quality genuine leather footwear at unbeatable
price.
Red Chief is one of the leading footwear brand in India,
manufacturing high quality genuine leather footwear at unbeatable
price.
Quality Policy
We trust in the ideology of "Value for Money". It has been our guiding principle to deliver high
quality shoes at affordable prices, which is unmatchable by any of our competitors.
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Each of our products incorporates the highest standards of quality achieved through stringent
quality control by adopting latest technologies, rigorous testing of raw materials, continuous on-
process monitoring , battery of post assembly checks and commitment of our employees to
achieve quality standards. Our products meet all relevant international standards and regulations.
An urge to give even better product to the customer keeps us engaged with constant quality up-
gradation. Experimenting with new ideas in technology and design, an in-house research and
development cell equipped with the most advanced tools ensures a constant flow of new ideas
and breakthroughs.
Philosophy
Our company's corporate philosophy can be expressed in one sentiment "Customer Delight"- by
providing products of the highest quality within an economical and affordable price range. Total
consumer satisfaction is the most important component we pack into all our products and
absolute consumer confidence is our biggest reward.
Perfection is a never ending pursuit for us. With quality as the hallmark, it is our sincere
endeavor that each product that comes through our state-of-art production line should truly act as
the ambassador of goodwill, with the consumers-reinforcing their conviction in Red Chief.
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SOCIAL COMMITMENT
The company displays high level of social commitment by active participation in social welfare
activities. All packing material used for packing footwear and finished leather is recyclable and
environment friendly. The tannery at Ghari Industries Pvt Ltd has one of the modern water
treatment plants to treat effluent water and has high safety standards for workers.
INFRASTRUCTURE
With the most advanced manufacturing facilities spread over 6000 sq. mtrs, Red Chief has been
consistently meeting the requirement of its customers.
Red Chief has state - of - the art production facilities to manufacture 2000 pairs of shoes per
day. The complete vertically integrated infrastructure, all under one roof gives us the huge edge.
The complete in house manufacturing capabilities include upper stitching and injection moulding
machines. If required production capacity can be increased up to 3000 pairs a day.
The facilities are fully networked for the smooth flow in the assembly line. The emphasis on
quality is not compromised at any level and under any circumstances. To ensure this, rigorous
controls and checks have been implemented in every stage right from the acquisition of raw
material to the finished products. The company keeps abreast with the latest shoe manufacturing
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technology. Many machines in the footwear and Leather Division are imported from countries
like Italy, Germany, Czech Republic and some other European Countries.
Ad. Campaign
Since 1997 'Red Chief' has
come and long way and has
established itself as a major
brand in the Indian footwear
market manufacturing designer
shoes, formal shoes,
casualshoes, boots, etc., with
the brand proposition 'naturally
its leather'. A lot of effort and
hard work has been put into the
brand since that time besides
consistency in the product
quality; high quality
advertisement has also helped
the brand promotion.
The main media in use for advertisement of Red Chief are newspapers and magazines. Besides
this, intensive outdoor advertisements like billboards, poster panels, side hoardings, vehicle wraps
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and also wallscapes are used as a medium of advertisement.
All the outdoor venues for advertisement
and carefully picked to maximise the effect
of the ad on the potential customers.
Besides this at Red Chief we also give a lot
of importance to in-store advertising, the
retailers are provided with a lot of
promotional advertisement stuff, like
hangings, posters, display racks, electric
boarding and also stationary with Red Chief
printed on it. Frequent television
advertisements also support the main media.
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Contact Details
Ghari Industries Pvt Ltd
(Footwear & Leather Division)
Regd. Office: 117 / H-2 / 202,
Pandu Nagar, Kanpur-208005 (U.P.) India.
Work : 198-B, Dada Nagar, Kanpur-208022 (U.P.) India.
Tel. :- +91-512-2241749 / 2296186
Fax :- +91-512-2241750
E-mail: [email protected]
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RETAIL INDUSTRY
GODOWN SHOE WORLD (Product Profile)
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Ghari Industries Pvt. Ltd.(Leather & Footwear Division) a global player in leather exports, is
planning a Rs. 100 crore investment drive to diversify into related businesses including company
owned retail stores named Godown Shoe World a ladies shoe factory and a leather upholstery
tannery.
Red Chief is engaged in manufacturing and marketing footwear and accessories in the domestics
and the international market. The company clocked revenues of Rs. 2.56 billion as on 31st March
2006, of which 88 percent came from its principal revenue channel – footwear business. The
company’s brands Red Chief have received international recognition for quality, styling,
durability and outsourcing requirements of its total revenues are derived from exports.
On the retail concept Red Chief opened owned showroom outlet’s named Godown Shoe World.
GODOWN SHOE
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WORLD
1:- P ROAD104A/210A P. ROAD RAMBAGH KANPUR
PH:- 0512-2554149
2:- GUMTI119/72 D&E NASEEMABAD GUMTI NO 5 KANPUR
PH:-0512-2242511
3:- GOVIND NAGAR 194/A/155 GOVIND NAGAR KANPUR
PH:-0512-2652117
4:- LUCKNOWSHOPNO 7CHANDER MARKET ALAMBAGH PH:-0522-2461957
5:- HARDOI195/1 CINEMA ROAD HARDOI
6:-MAINPURI
149 KARHAL ROAD BADA CHAURAHA PH:-05672237089
7:- ETAWAHRAM BAZAAR TIKUNIA ETAWAH PH:- 05688-259835
8:- FARRUKHABADSENAPATI MORE KIRANA BAZAAR
PH:-05692-227027
9:- UNNAO198PLOTNO4 GHANDHI NAGAR UNNAO PH:-0515-2823552
10:- JHANSI41,CHAMANGANJ TANDON ROAD SHIKRE BAZAAR PH:-0510-2447209
11:- LAL BANGLASHOP NO 256 PARDEVAN PURWA, LAL BANGLA
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12:- LAKHIMPUR110 AKASHDEEPCOMPLEX MAIN ROAD,
NEAR:-KOTWALI HARWAN GANJLAKH
13:- CHANDAUSIMOHALABAZAAR KHUBCHAND DISPENCERY ROAD BADA BAZAAR
14:- PALISTATION RAOD PALIA KALA DIS KHIRI SURESH CHANDRA GUDWALE KE SAMNE
15:- PILIBHIT175/69/303,J.P ROAD MOHALLA MASJID PATHANI
NEAR:-S.B,I
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INTRODUCTION
OF
TOPIC
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MARKET RESEARCH AND SALES PROMOTION
Sales promotion is one of the most important and essential part for any industry.Sales
promotions is done through deferent channels like:
1. Print Media
2. Electronic Media
3. Kheosks
4. Banners
5. Dealers & Retailer taken into consideration
Marketing Research in Practice
Programmatic Research
Develops market options through market segmentation, market opportunity analysis, or
consumer attitude and product usage studies
Selective Research
Tests different decision alternatives such as new product concept testing,
advertising copy testing, pretest marketing, and test marketing
Evaluative Research
Evaluation of performance of programs
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Information System
A continuing and interacting structure of people, equipment, and procedures, designed to
gather, sort, analyze, evaluate, and distribute pertinent, timely, and accurate information to
decision makers.
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RESEARCH
–AN
OVERVIEW
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Marketing Research, a critical part of Marketing Intelligence helps by providing
accurate, relevant and timely (ART) information
Marketing Research in Practice
Programmatic Research
Develops market options through market segmentation, market opportunity analysis, or
consumer attitude and product usage studies
Selective Research
Tests different decision alternatives such as new product concept testing,
advertising copy testing, pretest marketing, and test marketing
Evaluative Research
Evaluation of performance of programs
Information System
A continuing and interacting structure of people, equipment, and procedures, designed to
gather, sort, analyze, evaluate, and distribute pertinent, timely, and accurate information to
decision makers.
Databases
Contain 3 types of information:
Recurring day-to-day information
Intelligence relevant to the future strategy of the business
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Research studies that are not of a recurring nature
RESEARCH OBJECTIVE
To gain familiarity with a phenomenon or to achieve new insights into it
To plan for the near future accordingly
To take some corrective actions with the present working condition
Page 44
Marketing Research, 9th Edition Aaker, Kumar, Day
http://www.drvkumar.com/mr9
Information system
Databases
DSS
Marketing Research Process
Planning system
Strategic plans
Tactical plans
MARKETING PLANNING AND INFORMATION SYSTEM
1. AGREE ON RESEARCH PROCESS Problems or opportunities
Decision alternatives
Research users
45
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Marketing Research, 9th Edition Aaker, Kumar, Day
http://www.drvkumar.com/mr9
2. ESTABLISH RESEARCH OBJECTIVES Research questions
Hypotheses
Boundaries of study
Estimate the value
of informatio
nIs benefit > cost?
Do not conduct marketing research
NO
Marketing Research Process (cont.)
46 SAMPLING DESIGN
Universe
In this research work, while studying the consumer satisfaction, the entire Kanpur city is
taken as the Universe. The universe is finite in nature.
Sampling Unit
Sample unit is taken individual Shopkeepers in Kanpur city.
Source List
Here in this research work ,individual from various areas of the city were surveyed and
the data was collected from them.List of various areas are as follows:
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Marketing Research, 9th Edition Aaker, Kumar, Day
http://www.drvkumar.com/
mr9
4. DESIGN THE RESEARCH Choose among alternative research approaches
Specify the sampling plan Design the experiment Design the questionnaire
YE
S
5. COLLECT THE DATA
7. REPORT THE RESEARCH RESULTS AND PROVIDE STRATEGIC
RECOMMENDATIONS
6. PREPARE AND ANALYZE THE DATA
Is benefit > cost
Marketing Research Process (cont.)
47
1. Kidwai Nagar
2. Govind Nagar
3. P.Road
4. Gandhi Nagar
5. Prem Nagar
6. Sisamau Market
7. Chamanganj
8. Bekanganj
Sample Size
Sample Size
Sample size was 100 shopkeepers in the Kanpur City.
Budgetary Constraints
Keeping in mind the budget our sample size was restricted to 100 respondent only.
Sampling Techique
Sampling Techique adopted was Random Sampling.
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ANALYSIS &
INTERPRETATION
OF DATA
ANALYSIS & INTERPRETATION OF DATA
Awareness of Xpert Dishwash Bar Yes 70No 30
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50
With the Product delivery system you are
Happy0
2
4
6
8
10
12
14
Awareness Of Xpert Dishwash Bar
Series1
Availability of Xpert Dishwash Bar
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51
Yes 45
No 55
With the Product delivery system you are
Happy0
2
4
6
8
10
12
14
Awareness Of Xpert Dishwash Bar
Series1
Customer Awareness with Xpert Dishwash Bar (out of 100 who said Yes)Yes 28No 44
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Can'tSay 28
With the Product delivery system you are
Happy somewhat happy0
10
20
30
40
50
6070
Customer Awareness with Xpert Dishwash Bar (out of 100 who said
Yes)
Is Price ReasonableYes 68No 20Can'tSay 12
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With the Product delivery system you are
Happy somewhat happy0
10
20
30
40
50
60
70
Is Price Reasonable
Quality of Xpert Dishwash bar
agree 44
somewhat agree35
somewhat disagree18
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completely disagree 3
With the Product delivery system you
are
Happy somewhat happy somewhat unhappy0
10
20
30
40
50
60
70
Quality of Xpert Dishwash bar
Average monthly selling of Xpert Dishwash bar<2 cartoon 122 to 5 cartoon 49
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6 to 10 cartoon 23above 10 16
With the Product delivery system you
are
Happy somewhat happy somewhat unhappy0
10
20
30
40
50
60
70
Average monthly selling of Xpert Dishwash bar
Average selling of each Xpert Dishwash barRs 5 26
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Rs 10 58Rs 17 4Rs 36 12
Happy somewhat happy somewhat unhappy completely unhappy
0
10
20
30
40
50
60
70
Average selling of each Xpert Dishwash bar
Do you sell this product as per the customers demand?Yes 26
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No 74
Happy somewhat happy0
10
20
30
40
50
60
70
Do you sell this product as per the customers demand?
Do you suggest customers for Xpert dishwash bar?Yes 78
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No 22
Happy somewhat happy0
10
20
30
40
50
60
70
Do you suggest customers for Xpert dishwash bar?
Are you getting good amount of margin in comparision to other products?
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Yes 61No 39
Happy somewhat happy0
10
20
30
40
50
60
70
Are you getting good amount of mar-gin in comparision to other products?
Sale of dishwash bar
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Vim 47Nip 21Xpert 14Local 18
Happy somewhat happy somewhat unhappy completely unhappy
0
10
20
30
40
50
60
70
Sale of dishwash bar
Purchasing power of the customer acc to their income
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group
Higher 52Middle 39lower 9
Happy somewhat happy somewhat unhappy0
10
20
30
40
50
60
70
Purchasing power of the customer acc to their income group
With the Product delivery system you are
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Happy12
somewhat happy63
somewhat unhappy17
completely unhappy 8
Happy somewhat happy somewhat unhappy completely unhappy
0
10
20
30
40
50
60
70
With the Product delivery system you are
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Suggestions regarding Xpert dishwash bar
Increase sales promotion
Increase Advertisement
Increase Free Sampling
Provide Scheme
Change Packing
Others (Venus Stickers,posters,hangout)
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FINDINGS
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FINDINGS
I. Xpert dishwash bar has got a very good brand image.
II. Xpert dishwash bar has got good Oil Stain removal power.
III. Xpert dishwash bar’s awareness is very good in the market.
IV. Colours of Xpert dishwash bar is average in nature.
V. Advertisement is not properly done of Xpert dishwash bar.
VI. Shopkeeper generally don’t agree to put it on counter
VII. New product is available but sale is less.
VIII. Availability of Xpert dishwash bar is average.
IX. Advertisement of Xpert dishwash bar is seen by them more on Electronic mediain
comparison to Print media.
X. Satisfaction level ranges from 55% to 80%.
XI. More of the people are using other brands like Vim etc.
XII. Suggestions given for better packaging of all Ghari products.
XIII. In minority people area in spite of using dishwash bar they like to use Low cost detergent
with burn ashes.
XIV. XPERT’S melting rate was too high.
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SUGGESTIONS
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SUGGESTIONS
1. To use more branding efforts.
2. Colour of Xpert bar is not that attractive ,it should be more like in lemmon colour.
3. Colour of packet to be change.
4. Promotion of the Xpert bar should be done under brand name of Ghari Group of Products
because of the brand image of Ghari.
5. Make the availability of the product in market .
6. More emphasis should be done advertising and brand promotion.
7. Xpert bar to be more scented so that dishes should not have the washing cake’s smell.
8. To make availability of all other product to the dealer’s so as to be remain in the market.
9. To be prepare with the other major competitor.
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LIMITATIONS
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LIMITATIONS
1. Due to the time constraine not all the areas have been covered in Kanpur.Hence the
respondents of some localities could not be coverd.
2. Some people are suspicious about thesurvey and they refused to disclose their identity
and answering the questions.
3. The biasness and hesitation of the respondents in the giving the answers to certain
questions.
4. Time and money constraint was the limiting factor for research.
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SWOT
ANALYSIS
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SWOT ANALYSIS
STRENGTHS—:
1. Brand image of ghari detergent & cake.
2. Covering 18 states.
3. Leading company.
4. Turn over 17000 crore pa.
WEEKNESSESS--:
1.Not flexible policy.
2. Low advertisement.
3. Low promotion of new product.
4. High consumption and less production.
OPPORTUNITY--:
1. They have to cover rest of the state uncovered.
2. Brand expansion..
3. Govt. policy is accordingly
THREATS--:
1. Competition with other product as HUL.
2. Low rate of production.
3. Rate increasing of rough material.
4. Less margin for distributor.
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CONCLUSION
1. As for as the entire project is concern GHARI has got a very good brand image into the
market.
2. In detergent section detergent and cake had captured the major section of the market.
3. Xpert bar is another promising product by Ghari Group.
4. In some areas Xpert bar is better than the other competitors.
5. Attributes of Xpert bar is really convincing.
6. GHARI group has a very good market image it need to pay a little more attention to
penetrate the new market segment like in the bath Soap and Dishwash bar segment.
7. GHARI group has a very good market image it need to promote other products under the
brand name of GHARI group because the Ghari users are loyal to the company.
8. People hesitate to purchase a new product.It will help them to purchase a known brand.
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BIBLIOGRAPHY
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BIBLIOGRAPHY
MARKETING MANAGEMENT BY PHILIP KOTLER
RESEARCH MEATHODOLOGY BY C.R.KOTHARI
RESEARCH MEATHODOLOGY BY KUMAR & DAY
WEBSITES:
www.gharidetergent.co
www.redchief.co.in
www.google.com
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ANNEXURE
ROHIT SURFACTANTS PVT. LTD.
Research for XPERT Dishwash Bar
Shop’s Name___________________ Shopkeeper’s Name:_____________________
Location:________________________________________________________________
Contact No.___________________
Research Objective: To know about the product awareness in the market and customers
expectations for the brand XPERT Dishwash Bar
Research Questionnaire:
1. Are you aware of XPERT Dishwash Bar?
(a)Yes (b)No
2. Do you have XPERT Dishwash Bar?
(a)Yes (b)No
If No why?
_____________________________________________________________________
3.How many other dishwashbar you are aware with?name them.
______________________________________________________________________________
4.Is customer also aware about XPERT Dishwash Bar?
(a)Yes (b)No (c)can’t say
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5.Is the price reasonable?
(a)Yes (b)No (c)can’t say
6. Quality of Xpert Dishwash bar according to you ?
(a) agree
(b) somewhat agree
(c) somewhat disagree
(d) completely disagree
7.What is your average monthly selling of Xpert Dishwash bar?______________________
8. Average selling of each Xpert Dishwash bar.
(a) Rs. 5______ (b) Rs. 10___________ (c) Rs. 17________ (d) Rs. 36_________________
9. Do you sell this product as per the customers demand?
(a)Yes (b)No
10.Do you suggest customers for Xpert dishwash bar?
(a)Yes (b)No
11.Are you getting good amount of margin in comparision to other products?
(a)Yes (b)No
12.Which Dishwash do you sell more? Give the name in sequence.
_________________________________________________________________________
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13. Purchasing power of the customer acc to their income group.
(a)Higher (b) middle (c) lower
14. With the Product delivery system you are
(a) Happy (b) somewhat happy
(c)somewhat unhappy (d) completely unhappy
15.Suggestions regarding Xpert dishwash bar if any
………………………………………………………………………………………………………
………………………………………………………………………………………………………
……………………………………………………………………………………………
Date………………….. Signature
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