Sales Promotion of Ghari Detergent in Kanpur Final Print

INTRODUCTION

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Introduction

The summer training project report “Sales promotion Of Ghari Detergent in Kanpur”

Is designed on the lines of basic investment decisions to be taken by the senior officials of Ghari

Detergent for the purpose of amendments in the pre-existing distribution network in order to

review and strengthen the routes. The findings of the project are very crucial for the increment of

the market share of Ghari Detergent in the Kanpur & Detergent Market.

Though the process is an ongoing one but the decisions have to be taken on a strong base,

supported by facts and figures and that too on papers. This support can only be provided with the

help of an extensive and through analysis of the market and the data collected thereof.

The Marketing Development Co-ordinator who was the lead or the project head delivered

the objectives of the project to us expressly and we had to submit the day report to him along

with the draft report. He was the in charge of the project and gave guidelines and directions to

approach the project.

“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”.

• Philip Kotler.

Marketing includes all those activities having to do with effecting changes in the ownership and

possession of goods and services. It is that part of economics which deals with the creation of

time, place and possession utilities and that phase of business activity through which human

wants are satisfied, by the exchange of goods and services for some valuable consideration.

• American Marketing Association.

Marketing is the process of discovering and translating consumer wants into product and service

specifications and then in turn helping to make it possible for more and more of consumers to

enjoy more and more of these products and services.

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Marketing consists of analyzing marketing opportunities, researching and selecting target markets, designing marketing strategies, planning marketing programs and organizing, implementing and controlling marketing effort.

Companies have to identify long and short term marketing opportunities and research the

selected market by measuring and forecasting attractiveness of the given market. Having selected

the market, the companies need to develop a differentiating and positioning strategy for the

target market. The marketing strategy must be transformed into marketing programs by deciding

on marketing expenditures and the marketing mix. The final step is organizing the marketing

resources and implementing and controlling the marketing plan.

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OBJECTIVES OF THE STUDY

The survey was conducted in KANPUR city in keeping following objectives in view:

• The survey was done to find out the present status of GHARI Detergent in the

retail outlets.

• To find the receptivity of the brand among the retailers and consumers

particularly of rural and urban shops.

• To Comparative Study the Sales and Marketing strategy and Status of GHARI

Detergent in Kanpur .

• To find out available opportunities in the market by finding gaps in competitor’s

penetration.

• To collect data about the retailers that can be used for activating new channels and

merchandising opportunities.

• To find out ways to increase the sales of the new launches in different channels.

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SIGNIFICANCE OF THE STUDY

By This Study, The Company Will Come To Know: -

• Through this study company can know about its growth.

• This study will also help to the company to know about their new concepts

position in the market.

• This study will also help to the company to know about its promotional activities.

Through this study company will know about the availability of its products in the market.

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ABOUT THE TOPIC

My project name is “Sales Promotion Strategies OF GHARI Detergent” When Researcher

was assigned the project first of all to understand the completely about the project what actually

has to be done in the project. Researcher understood the project in detail with the help of our

faculty guide as well as our company guide and made a questionnaire for the collection of

primary data. after approval of the questionnaire Researcher started the primary data collection

based on it. my target people was professional, high class salaried people, well established

businessmen, showrooms etc. after collecting the data from respondents then Researcher started

data analysis.

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Marketing Mix

Marketing mix is the set of marketing tools that a firm uses to pursue its marketing objectives in

the target market.

McCarthy has popularized a four factor classification of marketing tools known as the 4P’s of

the marketing mix. They are:

• Product

• Price

• Place

• Promotion

Product:

Product stands for the firm’s tangible offer to the market, including the product quality, design,

features, branding and packing. It deals with new product development, product life cycle,

product mix, product lines, branding and associated services to a product. From the customer’s

point of view, it helps in satisfying the customer’s needs and wants.

Price:

Price is the monetary value of the product. Price deals with selecting the pricing objectives,

setting the price, discounts, allowances, payment policies and credit terms. It is very important to

the customers as it decides the cost the customer has to pay to gain the product value.

Place:

This marketing tool stands for the various activities the company undertakes to make the product

accessible and available to the customer. It involves market size, channel selection and

management, storage and physical distribution with the ultimate purpose of efficiently supplying

the company’s offer to the target market. To the customer, this marketing tool refers to

convenience.

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Promotion:

Promotion stands for various activities the company undertakes to communicate and promote its

products to the target market. It involves communication programs i.e. direct marketing,

advertising, sales promotions, public relations and motivation of sales force. To the customer this

tool provides knowledge and information.

The Promotion Mix of a company includes the following tools;

Advertising:

It is any paid form of non-personal presentation and promotion of ideas, goods or services by an

identified sponsor.

Direct Marketing:

It refers to the use of mail, telephone and other non-personal contact tools to communicate with

or solicit a response from specific customers and prospects.

Personal Selling:

Face to face interaction with one or more prospective purchasers for the purpose of making a

sale refers to personal selling.

Public Relations and Publicity:

It refers to the variety of programs designed to promote and or protect a company’s image or its

individual products.

Sales Promotions:

The short-term incentive to encourage trial or purchase of a product or service refers to sales

promotion. Whereas advertising offers a reason to buy; sales promotion offers an incentive to

buy. Since sales promotion directly push up the sales, increasing number of companies are

undertaking sales promotion activities.

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Sales Promotion

Sales promotion refers to the short-term incentives to encourage sales of a product or service. It

consists of a diverse collection of incentive tools, mostly short-term, designed to stimulate

quicker and greater purchase of products or services by consumers.

Purpose of Sales Promotion

Sales promotion tools vary in their specific objectives. They may be used to attract new

customers, to reward loyal customers and to increase the repurchase rates of occasional users.

Sales promotion usually targets brand switchers because non-users and users of other brands do

not always notice a promotion. Sales promotions are thus also seen as a tool for breaking down

loyalty to other products.

Sales promotions also let manufacturers adjust to short term changes in supply and demand and

differences in customer segments. They also let manufacturers to experiment by varying prices.

Sales promotions also lead to greater consumer awareness of prices.

To use sales promotion, a company must set objectives, select the right tools, develop the best

program and implement it and evaluate the results.

Objectives of Sales Promotion

The specific objectives set for sales promotions will vary with the type of the target market. For

consumer promotions, objectives include encouraging purchasing of larger sized units, building

trial among non-users and attracting switchers away from the competitor’s brands. For trade

promotions, objectives may include; including retailers to carry new items and higher level of

inventory, encouraging off-seasonal buying, of-setting competitive promotions, building brand

loyalty of retailers and gaining entry into new retail outlets. The sales force promotions help in

encouraging support of a new product or model, encouraging more prospecting and stimulating

off-seasonal sales. But most importantly, sales promotion should be focused on consumer

relationship building.

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Sales Promotion Tools

Many tools can be used to accomplish sales promotion objectives. Descriptions of the main

promotion tools are as follows;

Consumer Promotion Tools

The main consumer promotion tools are as follows;

Samples:

They are offers of a trial amount of a product. It consists of inviting prospective purchasers to try

the product without cost or at a lower cost in the hope that they will buy the product. Samples

may be free or discounted.

Coupons:

Coupons are certificates that give buyers a saving when they purchase a specified product.

Coupons can be mailed, placed in advertisements or included with other products.

Rebates:

Rebate is also known as cash refund offers. Rebates are offers to refund part of the

purchase price of a product to its customers who send a proof of purchase to the

manufacturer. These are like coupons except that the price reduction occurs after the

purchase and not at the point of sale.

Price Packs:

Cents-off deals or price packs offer consumers savings by way of reducing prices that

are marked by the producer directly on the package.

Premiums:

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These are the goods offered either free or at a low cost as an incentive to buy a

product. Premiums may be in-pack or on-pack (outside the pack).

Prizes:

They are offers of chance to win something such as cash, trips or goods – by luck or through

extra efforts. Contests of talent and sweepstakes or draws the most popular prize offering

promotions.

Tie-in Promotions:

Tie-in promotions involve two or more brands or companies that team up on coupons, refunds or

contests to increase their pulling powers.

Cross Promotions:

Cross promotions involve using one brand to advertise non-competing brand.

Advertising Specialties:

These are useful articles imprinted with an advertiser’s name, given as gifts to consumers.

Patronage Rewards:

They are cash or other awards for the regular use of company’s products or services. They are

values (in cash otherwise) that are proportional to one’s patronage of a certain vendor or a group

of vendors. They aim at building brand loyalty.

PoP Promotions:

Point of purchase (PoP) includes displays and demonstrations that take place at the point of

purchase or sale.

Trade Promotion Tools

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More money is spent by companies on trade promotion (58%) than on consumer promotions

(42%). The major trade promotion tools are as follows;

Discounts:

It is also known as price-off or off-invoice or off-list. Discounts price cut off the list price on a

particular quantity purchased during a stated time.

Allowances:

They are the amount offered in return for an agreement by the retailer to feature the

manufacturer’s products in some way; displays, advertising or otherwise.

Free Goods:

Free goods are the extra merchandise offered to middlemen who buy a specific amount of a

product. Companies also offer push money and specialty advertising items to the middlemen.

Business Promotion Tools

Companies spend huge amount on promotions focused on industrial consumers. The major

business promotion tools are as follows;

• Trade Shows and Conventions.

• Sales Contests.

Clearly, sales promotions play an important role in the total promotion mix. To use it well, the

marketer must define the sales promotion objectives, select the best tools, design the sales

promotion program, pretest and implement the program and evaluate its results.

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INDUSTRY

PROFILE

INTRODUCTION

The soap and detergent manufacturing industry includes about 700 companies with combined

annual revenue of $17 billion. Major companies in the consumer sector include divisions of

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Procter & Gamble (P&G); Unilever; and Dial. Major companies in the commercial sector

include divisions of Ecolab and US Chemical. The industry is highly concentrated: the top 50

companies hold almost 90 percent of the market.

Competitive Landscape

Population growth, particularly households with children, drives demand in the consumer sector,

while economic growth drives demand in the commercial sector. The profitability of individual

companies depends on efficient operations and effective sales and marketing. Large

companies have scale advantages in purchasing, manufacturing, distribution, and marketing.

Small companies can compete effectively by offering specialized products, providing superior

customer service, or serving a local market. The industry is capital-intensive: average annual

revenue per worker is over $700,000. The industry is about evenly split between the consumer

and commercial segments. Both segments are highly competitive, with large companies spending

millions to maintain market share.

Products, Operations & Technology

Major products include laundry detergent, soap, dishwashing detergent, and toothpaste. Laundry

detergent accounts for 40 percent of industry revenue, soap for 20 percent, and dishwashing

detergent for 15 percent.

Raw materials include surfactants, solvents, phosphates, silicates, alkalis, salts, and perfumes.

Suppliers include major chemical manufacturers like Shell Chemical and Dow. P&G has a

separate business unit that manufactures key chemicals as part of a global supply network.

Packaging is about 20 percent of product costs, and includes bags, boxes, bottles, tubes, and

labels.

Companies may rely on or provide third-party contract manufacturing services. Large

companies may own multiple plants, including many facilities outside the US.

Soap and detergent manufacturing is highly automated, and involves significant capital

investment in plants and equipment. Computers control production equipment and inventory

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management. Many companies use electronic data interchange (EDI) to optimize the purchasing

process. Due to the high level of automation, the average plant has fewer than 20 employees.

R&D involves creating, testing, and improving product formulation, and evaluating

environmental compatibility. Technological advances have reduced the amount of product

needed, thereby reducing the amount of packaging. Micro encapsulation technology allows

manufacturers to deliver unstable ingredients, like vitamin C, through soap to the skin.

Manufacturers also test new enzymes and bleaches that improve the efficacy of products.

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HISTORY OF DETERGENT AND SOAP INDUSTRY

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 soap-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 soap, but do not refer to the

purpose of the "soap." Such materials were later used as hair styling aids.

Records show that ancient Egyptians bathed regularly. The Ebers Papyrus, a medical document

from about 1500 B.C., describes combining animal and vegetable oils with alkaline salts to form

a soap-like material used for treating skin diseases, as well as for washing.

At about the same time, Moses gave the Israelites detailed laws governing personal cleanliness.

He also related cleanliness to health and religious purification. Biblical accounts suggest that the

Israelites knew that mixing ashes and oil produced a kind of hair gel.

The early Greeks bathed for aesthetic reasons and apparently did not use soap. Instead, they

cleaned their bodies with blocks of clay, sand, pumice and ashes, then anointed themselves with

oil, and scraped off the oil and dirt with a metal instrument known as a strigil. They also used oil

with ashes. Clothes were washed without soap in streams.

Soap got its name, according to an ancient Roman legend, from Mount Soap, 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.

The ancient Germans and Gauls are also credited with discovering a substance called soap, made

of tallow and ashes that they used to tint their hair red.

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As Roman civilization advanced, so did bathing. The first of the famous Roman baths, supplied

with water from their aqueducts, was built about 312 B.C. The baths were luxurious, and bathing

became very popular. By the second century A.D., the Greek physician, Galen, recommended

soap for both medicinal and cleansing purposes.

After the fall of Rome in 467 A.D. and the resulting decline in bathing habits, much of Europe

felt the impact of filth upon public health. This lack of personal cleanliness and related

unsanitary living conditions contributed heavily to the great plagues of the Middle Ages, and

especially to the Black Death of the 14th century. It wasn't until the 17th century that cleanliness

and bathing started to come back into fashion in much of Europe. Still there were areas of the

medieval world where personal cleanliness remained important. Daily bathing was a common

custom in Japan during the Middle Ages. And in Iceland, pools warmed with water from hot

springs were popular gathering places on Saturday evenings.

Soap making was an established craft in Europe by the seventh century. Soap maker guilds

guarded their trade secrets closely. Vegetable and animal oils were used with ashes of plants,

along with fragrance. Gradually more varieties of soap became available for shaving and

shampooing, as well as bathing and laundering.

Italy, Spain and France were early centers of soap manufacturing, due to their ready supply of

raw materials such as oil from olive trees. The English began making soap during the 12th

century. The soap business was so good that in 1622, King James I granted a monopoly to a soap

maker for $100,000 a year. Well into the 19th century, soap was heavily taxed as a luxury item

in several countries. When the high tax was removed, soap became available to ordinary people,

and cleanliness standards improved.

Commercial soap making in the American colonies began in 1608 with the arrival of several

soap makers on the second ship from England to reach Jamestown, VA. However, for many

years, soap making stayed essentially a household chore. Eventually, professional soap makers

began regularly collecting waste fats from households, in exchange for some soap.

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A major step toward large-scale commercial soap making occurred in 1791 when a French

chemist, Nicholas Leblanc, patented a process for making soda ash, or sodium carbonate, from

common salt. Soda ash is the alkali obtained from ashes that combines with fat to form soap. The

Leblanc process yielded quantities of good quality, inexpensive soda ash.

The science of modern soap making was bom some 20 years later with the discovery by Michel

Eugene Chevreul, another French chemist, of the chemical nature and relationship of fats,

glycerin and fatty acids. His studies established the basis for both fat and soap chemistry.

Also important to the advancement of soap technology was the mid-1800s invention by the

Belgian chemist, Ernest Solvay, of the ammonia process, which also used common table salt, or

sodium chloride, to make soda ash. Solvay's process further reduced the cost of obtaining this

alkali, and increased both the quality and quantity of the soda ash available for manufacturing

soap.

These scientific discoveries, together with the development of power to operate factories, made

soap making one of America's fastest-growing industries by 1850. At the same time, its broad

availability changed soap from a luxury item to an everyday necessity. With this widespread use

came the development of milder soaps for bathing and soaps for use in the washing machines

that were available to consumers by the turn of the century.

The chemistry of soap manufacturing stayed essentially the same until 1916, when the first

synthetic detergent was developed in Germany in response to a World War I-related shortage of

fats for making soap. Known today simply as detergents, synthetic detergents are non-soap

washing and cleaning products that are "synthesized" or put together chemically from a variety

of raw materials. The discovery of detergents was also driven by the need for a cleaning agent

that, unlike soap, would not combine with the mineral salts in water to form an insoluble

substance known as soap curd.

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Household detergent production in the United States began in the early 1930s, but did not really

take off until after World War II. The war-time interruption of fat and oil supplies as well as the

military's need for a cleaning agent that would work in mineral-rich sea water and in cold water

had further stimulated research on detergents.

The first detergents were used chiefly for hand dishwashing and fine fabric laundering. The

breakthrough in the development of detergents for all-purpose laundry uses came in 1946, when

the first "built" detergent (containing a surfactant/builder combination) was introduced in the

U.S. The surfactant is a detergent product's basic cleaning ingredient, while the builder helps the

surfactant to work more efficiently. Phosphate compounds used as builders in these detergents

vastly improved performance, making them suitable for cleaning heavily soiled laundry.

By 1953, sales of detergents in this country had surpassed those of soap. Now detergents have all

but replaced soap-based products for laundering, dishwashing and household cleaning.

Detergents (alone or in combination with soap) are also found in many of the bars and liquids

used for personal cleansing.

Since those early achievements in detergent and builder chemistry, new product activity has

continued to focus on developing cleaning products that are efficient and easy to use, as well as

safe for consumers and for the environment. Here's a summary of some of those innovations:

1950s

Automatic dishwasher powders Liquid laundry, hand dishwashing and all-purpose cleaning

products Fabric softeners (rinse-cycle added) Detergent with oxygen bleach

1960s

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Prewash soil and stain removers Laundry powders with enzymes

Enzyme presoaks

1970s

Liquid hand soaps

Fabric softeners (sheets and wash-cycle added)

Multifunctional products (e.g., detergent with fabric softener)

1980s

Detergents for cooler water washing

Automatic dishwasher liquids

Concentrated laundry powders

1990s

Ultra (super concentrated) powder and liquid detergents

Ultra fabric softeners

Automatic dishwasher gels

Laundry and cleaning product refills

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LAUNDRY SOAP

Soaps are salt of the fatty acids or mixtures of such salts. Their are two kinds of soaps namely

water-soluble and water insoluble. Soaps are prepared either by neutralizing the preformed fatty

acid with alkalis or by direct Specification of a fat or mixture of fats most popular surfactant that

finds applications in household sector as well as in industrial sector. However, as far as demand

is concerned household applications are clearly dominating partners. The demand for laundry

soap is increasing day by day. There is very good scope for new investment. You can launch of

this units.

Plant capacity: 2 Tonnes/Day Plant & machinery: Rs. 11.2 Lakhs

Working capital: Rs. 23.0 Lakhs T.C.I: Rs. 60.4 Lakhs

Return: 33.99% Break even: 62.70%

Information

• One Lac / Lakh / Lakhs is equivalent to one hundred thousand (100,000)

• One Crore is equivalent to ten million (10,000,000)

• T.C.I is Total Capital Investment

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TOILET SOAP

In the modern society due to awareness towards the hygiene, Toilet soap has how become the

necessity of life. Urbanization and development to tourism industry has led to both increase in

demand and improvement in the product quality. New technologies have also contributed their

bit in the development process. As a result today the markets are flooded with a variety of soaps

varying in both physical and functional attributes. Various types of soaps available can broadly

be categorized into three categories namely perfumed soap, carbolic soaps and medicated soaps.

There is a tremendous scope for production in both of small and large scale due to the

exponential growth of soap demands. The new entrepreneur can invest in this project.

Plant capacity: 1000 Kegs/Day Plant & machinery: Rs. 7.40 Lakhs



Information

• One Lac / Lakh / Lakhs is equivalent to one hundred thousand (100,000).

• One Crore is equivalent to ten million (10,000,000).

• T.C.I is Total Capital Investment.

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DETERGENT CAKE & WASHING POWDER

Detergent is complete washing or cleaning products. The synthetic detergent industry is one of

the largest chemical process industries. Some important uses of detergent cake and powder are in

hand soaps and shampoo; special protective creams, like cold creams, varnishing creams;

cosmetics; cleaning of glass, metal painted surfaces; washing and treatment of food; household

washing; removal of gelatin films; making antiseptic soaps etc. Detergent is doing an infinitely

superior job of cleaning. Present demand for detergent is 29,25,000 tones while that of soap is

12,55,000 tones. This industry has vast resources for earning profit and is a good investment

policy for entrepreneurs.

Plant capacity: 600 Kgs/ Day Plant & machinery: Rs. 2.98 Lakhs



Information




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CLEANING POWDER FOR UTENSILS (VIM TYPE POWDER

The powder commonly employed for the cleaning of household utensils is known as utensils

cleaning powder. It is available in the market in various trade names such as Vim, Biz etc. The

manufacture of utensils cleaning powder is very simple and involves only mixing in proper

quantity as given in formulation. There are hundreds of small-scale units manufacturing cleaning

powder and Govt. of India has reserved if for small or tiny units.

There is no good market for sub-standard product, as it is available in plenty in the market. Of

course, there is a heavy demand of good quality utensils cleaning powder.

Plant capacity: 800 Bags/Day Plant & machinery: Rs. 6.2 Lakhs



Information




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LIQUID DETERGENT

When detergent is mentioned, the cake, bar or powder usually comes to mind. For small

manufacturers, the best advice on making liquid detergents is to purchase an intermediate

doddery benzene euphonic acid (DDBSA) better known as acid slurry from primary producers.

Liquid detergents, which actually proceeded powders, are used mainly for fine wash and dish

washing. It can undoubtedly be said that liquid detergents are an important part of today’s

cleanser markets of developed countries. In India, liquid detergent is still under development

stage, except that is used in large quantities in textile mills for wet processing for textile goods.

There are few organized and many unorganized sectors engaged in the manufacturing of liquid

detergent. It has got good market over solid detergent. So it can be concluded that few

entrepreneurs may enter in this fields.

Plant capacity: 400 Kgs/Day Plant & machinery: Rs. 14.60 Lakhs



Information



• T.C.I is Total Capital Investment.

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Soap Coated Paper

This product is handy and cheap and has versatile application. It is useful during traveling as one

can carry in his pocket and after use it can be discarded. Being a hand and portable item, its

popularity is grate and as it is cheap, common man can afford it. There are a limited number of

manufacturers producing this product and there be greater through proper advertisement. Hence

its market potential is prosperous and a new entrepreneur can go in for this trade as it has great

scope for a bright future.

Plant capacity: 90 Kgs /Day Plant & machinery: Rs. 3.60 Lakhs



Information

• One Lac / Lakh / Lakhs is equivalent to one hundred thousand (100,000).

• One Crore is equivalent to ten million (10,000,000).

T.C.I is Total Capital Investment.

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COMPANY

PROFILE

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INTRODUCTION

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”

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%.

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The ultimate destination of the group is healthy industrial and economic growth and to honour

its commitments towards the nation & society.

THE GHARI GROUP

Ghari Detergents brand is one of the fastest growing in the stagnant FMCG market. The Ghari

Group, in spite of such competition, is making great strides in the Indian Detergent Industry

and is currently ranked as third largest brand in its category with more than 16% market share

(approx.) and is striving to better its position by constant endeavor.

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

and achieved a group turnover of more than Rupees 1000 Crores in the financial year 2006-

07, continuing with an average growth rate of 15 to 20%.

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HIERARCHIAL STRUCTURE OF GHARI

INDUSTRIES.

Board of Directors

Sl. No.Name Designation

1. Shri Murli Dhar Chairman & Managing

Director

2. Shri Bimal Kumar Managing Director

3. Shri Manoj

Gyanchandani

Director

4. Shri Rahul

Gyanchandani

Director

5. Shri Rohit

Gyanchandani

Director

6. Shri Bansi Lal Director

7. Shri Tara Chand Director

8. Dr. R.P. Singh Director

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PROFILE OF THE PROMOTERS

Late Dayal Das initiated the group as a small family business. It is said that knowledge and

expertise comes from experience. It was his individual efforts and dedication that laid the

foundation on which the empire of “Ghari” group has been build up within a span of three

decades. He was a firm believer of an age old adage “Value for Money”. His contribution to the

success of the group is unparalleled

Mr. Murli Dhar

The contribution of Mr. Murli Dhar, Chairman & Managing Director to the brand building of the

“GHARI” detergents is recognized and a well-established truth. He joined the family business of

his father Late Dayal Das and with his vision and strong dedication gave the family business the

shape of a corporate. His experience of more than 30 years in this industry has helped the group

to grow further and explore new heights.

Mr. Bimal Kumar

Mr. Bimal Kumar, backed by a wide and rich experience of around 25 years. Taking care of the

day-to-day affairs of the group and efficiently managing the intricacies of business is his forte.

His contribution to the Human Resource Development in the group has been enormous and his

media and advertisement strategy has proved to be supered efficient in terms of sales response.

Mr. Manoj Kumar

Joined the business at a very young age with the vision to diversify and venture into the leather

industry, he completed his professional training in leather and footwear designing from Italy and

other European countries. Leayan Overseas Private Limited (now Ghari Industries Private

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Limited) commenced its production in may 1997.Leather business is having two manufacturing

facilities one at Kanpur and other at Hardwar. The Company is manufacturing leather shoes

under the prestigious brand name of “Red Chief”.

Other than the Leather & Footwear Division he is also making foray in ‘Retail Business’ and

involved in day-to-day affairs and decision making of the entire group.

Mr. Rahul Gyanchandani

For a young blood inception Mr. Rahul Gyanchandani has been appointed on the Board to utilize

his innovative and creative abilities for future growth of the Group. It is his vision of backward

integration, which is leading to competitive advantage, which is difficult for others to achieve. A

manufacturing unit at Jhansi, for the manufacturing of Aplha Olephin Sulphonate, a raw material

for manufacturing of detergents has been established under his guidance. To cater to the

requirements of the packaging material for detergent business, a manufacturing unit of packaging

material has been established at Greater Noida under his able guidance.

Mr. Rohit Gyanchandani

The young and dynamic Director incepted on the Board. The massive advertising and marketing

strategies have been planned and monitored under his able guidance. His brief stint at the New

Delhi market has helped him to gain first hand experience of the detergent market conditions.

The renewed efforts of the group in terms of product development and market research to find

possible market gaps in the detergent industry can be traced to his firm belief in core

competence.

32

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.

33

FUTURE EXPANSION PLANS

Detergent Business-

Keeping in line with its expansion programme, another detergent manufacturing unit of the

Company has been established at Roorkee, Uttaranchal. The commercial production from the

said unit has commenced in June, 2007. The unit has been established with an installed capacity

of 1,50,000 MT per annum and a capital outlay of Rs. 20 Crores (approx.). The unit shall be

enjoying 100% exemption from the Income tax for the first five (5) years and 30% in the next

five (5) years in addition to the exemption from Excise duty for ten (10) years.

Another manufacturing unit is proposed to be established at Aurangabad in the state of

Maharashtra. Land has already been acquired and civil construction commenced. The unit is

being established with an installed capacity of 90,000 MT per annum and a capital outlay of Rs.

12 Crores (approx). It is expected that the said unit shall commence production in March/ April,

2008.

One more manufacturing unit is proposed to be established at Raipur in the state of Chhattisgarh

with an installed capacity of 90,000 MT per annum and a capital outlay of Rs. 12 Crores

(approx). Land has already been acquired and civil construction commenced. The unit is

expected to commence production in July/ August, 2008.

Within next 2 years, it is also proposed to establish detergent manufacturing units at Patna

(Bihar) and Varanasi (Uttar Pradesh). These units shall be established with a capital outlay of Rs.

15 Crores (approx.) each and installed capacity of these units shall be 90,000 MT per annum

respectively. These units are expected to commence commercial production in June, 2009.

The Group is also planning to expand its manufacturing activities in the state of Gujarat and for

that purpose land has already been acquired at Ahmadabad to establish detergent manufacturing

unit to meet the increasing demand of Company’s products in the State of Gujarat and nearby

areas.

Within next 2-3 years the group’s installed capacity of detergents would cross 800000 MT/PA.

34

PRODUCT

PROFILE

35

PRODUCT PROFILE:

Ghari is the popular brand of cleaning and washing products, for various purposes in India. Its

product list covers variety of products. Its products have been designed and priced keeping in

mind the need of an average Indian customer. High quality at reasonable prices has been the

secret of Ghari's success during years.

Following is the list of the main products being offered by Ghari in the Indian market.

Ghari Detergent Powder

Sizes MRP

820g : Rs. 20.00

400g : Rs. 10.00

165g : Rs. 05.00

20g : Rs. 01.00

36

ANNUAL SALES DATA

YEAR SALES

( in Tons)

2010—11 430398

2011—12 652549

Ghari detergent powder, is a very well known and the most widely used product of Ghari

industries. It still enjoys a monopoly in most of the Indian states, especially northern region. In

the passed out financial year the sales of detergent powder has witnessed a growth of 24941

tonnes annually.

Ghari Detergent Cake

ANNUAL SALES DATA

YEAR SALES

( in Tons)

2010-11 189532

2011-12 252519

37

Ghari cake, is another widely used product of Ghari industries. It covers a huge market area and

accounts for the major portion of the firm’s profit. One major advantage of cake is that it is used

by all segments of consumers and it proves to be very economical also. In the passed out

financial year, the annual sales of detergent cake has marked a growth of 22987 tonnes annually.

Xpert dish wash bar

ANNUAL SALES DATA

YEAR SALES

( in Tons)

2012 20440794

XPERT dish wash bar was launched by Ghari industries in direct competition to other brands

available in the market like VIM bar etc. Main aim was, to capture the market of dish wash bar and

establish a firm position in the market. Upto certain extent, they have succeeded in doing so.

38

Sizes MRP

500g : Rs. 15.00

250g : Rs. 08.00

XPERT is gaining popularity among the various segments of the market. Firm is adopting rigorous

advertisement and promotional measures to make it a popular brand into the market.

As a result of which in the last financial year its sale has marked a growth of 3368 tonnes annually.

MR2 Premium Detergent

1Kg : Rs. 65.00

500g : Rs. 33.00

75g : Rs. 05.00

25g : Rs. 02.00

ANNUAL SALES DATA

YEAR SALES

( in Tons)

2010 – 11 8600

2011-12 9890

MR2 was previously known by a brand name called DOUBLE DOG. It was taken over by

ROHIT SURFACTANTS (Ghari industries) and was given the name MR2. It was launched in

comparison to RIN advance and Tide washing powder.

39

However, it has not gained much popularity into the market.

Also the advertisement campaign and other measures were not upto the mark. In the last

financial year, the annual sales of MR2 declined by 185 tonnes.

RED CHIEF

40

FOOTWEAR PRODUCTS

Red Chief is one of the leading footwear brand in India since 1997, manufacturing high quality

genuine leather footwear at unbeatable price. The company has recorded an impressive growth

through its enthusiastic and highly motivated marketing team; Company has estimated sales

figures of Rs. 900 million in benchmarking standards. In the domestic market it is one of the

most admired footwear brands and holds the valued market share for leather footwear.

Red chief as a brand is constantly evolving to keep pace with the changing trends, styles, beliefs,

and aspirations of people while maintaining the sanctity of certain traditions like workmanship

and good value.

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.

Steeped in a philosophy that has at its core innovation, technology and advancement.

41

Wind Energy

WIND ENERGY GENERATION PROJECT

In the year 2008, with a view to expand the Wind Power Project, the group has also set

established another Wind Power generation project at Gujarat. The capacity of the project is

9.60 MW with 12WECs’ of 800 KW each.

During the Financial Year 2010-11, the Company has set up another Wind Power Farm, having a

capacity of 10.5 MW, in Tamilnadu. It has been set up in technical collaboration with Suzlon

Energy Limited.

Presently the company has installed capacity of producing 26.1 MW wind energy. The Wind

Energy Project is enjoying 100% exemption from the Income tax for 10 years.

42

Nimmi Buildtech

REAL ESTATE PROJECTS

The group has interest in Real Estate industry. One of the group company, Nimmi Build Tech

Private Limited (formerly known as Poonam Developers & Infrastructure India Private Limited),

is engaged in the business of construction and real estate.

The Company has set up an IT Software Technology Park in Noida. The company is developing

residential projects in Kanpur and one residential project in Lucknow through SPV.

43

Namaste India

DAIRY PRODUCTS

RSPL Limited is all set to further consolidate its position in the dairy business with the name of

“Namaste India Foods Private Ltd.” Along with the taste the milk is full of calcium, protein,

carbohydrates, vitamins, etc., for healthy growth of a human body. The Company aims to

provide remunerative returns to the farmers and also serve the interest of consumers by providing

quality product which are good value for money.

NAMASTE INDIA FOODS PVT. LTD. is an Indian Dairy Company that is committed to

supply pure milk & milk products. It is situated at Shivrajpur,31 km far away from Kanpur

Nagar, company has established a developed Agriculture & Cattle Farm where Agriculture &

Cattle Farming is done by the scientific method.

The unit is fully automated with international standards. And is planning to collect, process and

pasteurize 4 Lakh litre milk per day. It has collection centres in hundred villages and will be

extending to 1000 villages by upcoming three years. Company is establishing milk chilling

centres at the distance of every 50 km from its Dairy Plant

44

(around Kanpur). It strictly follow the rules of cleanliness while processing/pasteurizing its

products. The product portfolio includes Pasteurized Milk, Pure Ghee, SMP & Dairy Whitener,

Cheese, Curd, Flavoured Milk and other dairy products.

Our Dairy division mainly comprises of some important brands like

Namaste India Milk

Namaste India Ghee

45

Namaste India

MILK

Milk is considered the most essential for our health diet, be it kids or women milk is

always suggested to part of daily intake. We at Namaste India understand the value of

your health and therefore try to provide you fresh and rich milk of vitamins.

Nutritional Values

Product Range Fat(%) SNF(%)

Namaste Gaadha Maaza (Full Cream) 6 9

Namaste Milky Magic ( Standardized) 4.5 8.5

Namaste Active (Toned Milk) 3 8.5

46

Namaste India

GHEE

Home made ghee are always considered to be best in India and we at Namaste India

understands our customers need and thus assure to provide ghee which is rich in taste,

aroma and its granules gives you the best taste you had ever experienced.

47

Nutritional Values

Energy 897 Kcal

Protein Nil

Carbohydrate Nil

Fat 99.7 Gms

Sugar Nil

Fibre Nil

Cholestrol 275 - 325 Gms

Saturated Fatty Acids 58 Gms

Monosaturated Fatty Acids 28 Gms

Polyunsaturated acids 2 Gms

Trans fatty acids 5 Gms

Vitamin A 2000-3500 IU

48

Ghari Detergents brand is one of the fastest growing in the FMCG market. The RSPL

Limited 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.

49

2009-10 2010-11 2011-12

RSPL Limited has achieved a turnover of more than Rupees 1940 Crores during 2011-

12 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 :

50

2009-10 2010-11 2011-12

2009-10 2010-11 2011-12

51

LOCATIONS ACCROSS INDIA

RSPL Limited 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.

For manufacturing capacity of each plant

52

RESEARCH

METHODOLOGY

53

RESEARCH METHODOLOGY

According to Clifford Woody Research comprises defining and redefining problems formulating

hypothesis or suggested solutions; collecting organizing and evaluating data; making deductions

and reaching conclusions; and at last carefully testing the conclusions to determine whether they

fir the formulating hypothesis.

Research approaches

• Descriptive research :-

The research study is conducted through descriptive research. Descriptive research design is a

scientific method which involves observing and describing the behavior of a subject without

influencing it in any way or to identify the cause of something that is happening. For instance,

this research could be used in order to find out what age group is buying a particular Brand of the

product, where a company’s market share differs between geographical region or to discover

how many competitors a company has in their conducting the research must comply with strict

research requirement in order to obtain the most accurate figures / results possible.

Research design

A research design is the determination and statement of the general research approach or strategy

adopted for the particular project.

• Sample size

The number of sample is 100 from Kanpur city, which fulfills the requirement. Each respondent

is treated as a case of detailed analysis

• Sampling design

Convenience sampling is used for this study. Convenience sampling is used in exploratory

research where the researcher is interested in getting an inexpensive approximation of the truth.

As the name implies, the sample is selected because they are convenient. This non probability

54

method is often used during preliminary research efforts to get a gross estimate of the results,

without incurring the cost or time required to select a random sample.

Data collection method

For the accumulation of data the sources were primary and secondary data.

• Primary Data :

These data are raw material. They are the measurement observed and recorded as a part of

original study. They are original in character. The investigator or researcher directly collects this

data. The basic form of obtaining this data is by observing and questioning.

The Primary data was a detailed interview schedule with the help of a detailed questionnaire. The

samples were drawn purposively from various areas for the relevance of the study. Discussions

were held with the general, branch manager and executives of the company to design and

execute the research

• Secondary Data:

They are not originally drawn by the researcher as fresh data. These are collected by some other

person for this purpose and published. These types of data can be collected through various

sources.

For this study the secondary data were collected from magazines ,journals , references and

websites and manuals of the Ghari Ditergent.

Location and Duration of the study

The study was conducted among the consumers of Kanpur District. The duration of the project

study was two months. Statistical Tools Used

The main statistical tools used for the collection and analyses of data in this project are:

• Questionnaire

• Pie Charts

55

• Bar Diagrams

No of Respondent : 100

DEVELOPING THE SAMPLE DESIGN:-

The sample was designed keeping in view the following basic components: -

(a) Choosing the sample unit (who are to be served):-

For this project simple random sampling was conducted where each sample

elements as a known and equal probability of selection. The people surveyed were

customers & Retailers (and a few wholesale dealers).

(b) Choosing the sample size: -

The sample size was chosen keeping in mind the size to be good enough to

solve the purpose in available time. So for urban market of Kanpur the sample

size taken was to be 100, which was about 5% of the entire universe.

(c) Choosing the sample media: -

For this project report, a format was prepared on which the data were

collected by interviewing respondents & observing the target outlets.

The format used for the survey is enclosed in the annexure.

(d) Research instruments: -

Research instrument means the instrument employed in research for

gathering the information for this project. Mainly two types of instruments were

used to collect the data-

1. Observation method

2. Interview method

56

(e) Time frame: -

The total time consumed in collecting the data was five weeks. Further two

weeks were spent in collecting other relevant information from different sources

and in analyzing the data

1. RESEARCH DESIGN

A research design is an arrangement of condition for collection and an analysis of data in a manner that

aims to combine relevance to the research purpose which should be economical in procedure. In fact

research design is a conceptual structure within which the research is conducted. It constitutes the

blueprint for the collection, measurement and analysis of data. The data required in this endeavor

includes both primary and

secondary data.

EXPLORATORY RESEARCH:

Exploratory research is also termed as formulated research studies. The main purpose of research study

is that of formulating purgation or developing a working hypothesis. The investigation thus carried out

by the researcher in the Kanpur city is discovering of ideas and insights.

57

SAMPLING DESIGN :

UNIVERSE:

All the items comprising field of the inquiry constitute a universe. The universe in our

research

study was no. of customers & retail shop in the Kanpur region

SAMPLING UNIT:

Sampling unit means individual entity i.e. individual customer or individual retail

shop.

SAMPLING SIZE:

It means the number of individual entities in the sample .In my research project; the size of sample was

such that it represents the universe. The optimal sample is the one that preserves the chief characteristics

of the parent population & the optimal sample size is the one which is moderate & reasonable in

number, flexible in nature & adaptable.

2- RESEARCH APPROACH:

Primary Data can be collected in four ways:

• Observation

• Focus groups

• Survey

• Experiment

58

Under the observation method, the information is sought by the way of Investigators own

observation without asking from the respondent. The main advantage of this method is that

subjective bias eliminated, if the observation is done accurately.

A focus group is gathering of six persons who spend a few hours with skilled Interviewer to

discuss the project, service, organization or other marketing entity. The meeting is held in a

pleasant surroundings.

Survey research stands midway between observational and focus groups. Research on the one

hand experimental research on the other hand. Observational and focus are the best suit for

casual research. Researchers decide to collect primary data through survey method because of

unsuitability and impertinency of unsuitability and impertinency of other research approach.

Survey research method is more accurate and feasible because it has greater

scope and researcher can easily know and describe the attitudinal aspect of

buying behaviors of respondents, which was not possible by using other method

with constraints.

3-RESEARCH INSTRUMENTS:

There are four main research instruments available for data collection.

• Interviews

• Observations

• Questionnaires

• Schedules

59

The Interview method of data collection involves presentation of oral verbal response. These

method can be used through personal interviews and if possible, through telephone interviews.

The Questionnaires are the most common instrument in collecting primary data. It consists of a

set of questions presented to respondent for their answers. It should be constructed carefully

because it is considered as the heart of survey operation.

The method of the data collection through schedules is very much like the

Collection of data through questionnaire. With little, difference which lies in fact that schedules

(pro-forma a set of questions) are being filled in by the enumerator who are specially appointed

for the purpose, For the primary data collection the researcher decided to pick up questionnaires

method as research instruments because its suitability and conforming to the research problem.

The other methods stated can be used without previous training to the researcher and a lot of

infrastructures facility and time constraints are retained the researcher to adopt other research

instrument.

60

ADVANTAGES OF SAMPLING

Sampling can save time and money. A sample study is usually less expensive than a

census study and produces results at a relatively faster speed.

Sampling may enable more accurate measurement for a sample study, and is generally

conducted by trained and experienced investigators.

Sampling remains the only way when the population contains infinitely many members.

Sampling remains the only choice when the test involves the destruction of the item

under study.

Sampling study usually enables to estimate the sampling errors and thus assists in

obtaining information concerning some characteristics of the population.

61

STEPS IN SAMPLING DESIGN

While developing a sampling design, primary attention was paid to the following points:

Type of Universe

The first step in developing any sampling design is to clearly define the set of objects, called the

universe, to be studied. The universe can be finite or infinite. In finite universe the number of

items is certain, but in case of an infinite universe the number of items is infinite The population

of a city, number of workers in a factory are the examples of a finite universe.

The number of stars in the sky, listeners of a specific radio programme etc are examples of

infinite 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:

A decision has to be taken concerning a sampling unit before selecting a sample. Sampling unit

may be geographical one such as state, district, village etc. or a construction unit such as house,

flat, etc. or it may be social unit such as a family, club, school, etc. or it may be an individual.

Here in this research work since, main aim was to study the consumer satisfaction of Ghari

Ditergent as a result of which mostly housewives from various areas of the city were surveyed

and data was collected from them, so we can say that sampling unit is individual housewives.

62

Source list:

It is also known as a sampling frame from which sample is to be drawn. It contains the names of

all items of a universe (in case of finite universe only.) Such a list should be comprehensive,

correct, reliable and appropriate. It is extremely important for the source list to be as

representative of the population as possible.

Here in this research work, individuals from various areas of the city were surveyed and the data

was collected from them. List of various areas from were individuals were selected for

conducting a survey are as follows:

GOVIND NAGAR

MASWANPUR

BARRA

KAKA DEV

RAWATPUR

MARKET SURVEY:-

There are two types of market survey. The census survey and sample survey.

Making the census of the entire universe was not possible, so sample survey was

done.

63

DATA ANALYSIS&

INTERPRETATION

Table representing the pricing of products

64

Prices No. of Respondents Percentage

High ─ ─

Reasonable 54 54%

Competitive 46 46%

Low ─ ─

Total 100 100%

54

46

High Reasonable Competitive Low

65

Analysis

• 54% of the respondents are of the opinion that the products are reasonable.

• 46% of the respondents are of the opinion that the prices of the products are

competitive.

• None of the respondents feel that the prices of the products are either high or low.

Interpretation

• Majority of the respondents opine that the prices of the products are reasonable.

• The prices of the products are reasonable though they are competitive.

66

Table representing the competitor’s strength

Strength No. of Respondents Percentage

Quality ─ ─

Brand Image 80 80

Pricing ─ ─

Promotional Activities 20 20

Total 100 100

80

20

Quality Brand Image Pricing Promotional Activities

67

Analysis

• 80% of the respondents are of the opinion that the competitor’s strength is brand

image.

• 20% of the respondents opine that promotional activities are the strength of the

competitors.

• None of the respondents feel that quality and pricing are the strength of the

competitors.

Interpretation

• Majority of the respondents opines that brand image is the strength of the

competitors.

68

Table representing the quality of the products of Ghari Detergent with respect to other

competitors

Rating No. of Respondents Percentage%

Good 57 57

Very good 43 43

Fair ─ ─

Poor ─ ─

Total 100 100

57

43

Good Very Good Fair Poor

69

Analysis

• Majority of the respondents i.e. 57% are of the opinion that the products are of good

quality with respect to other competitors.

• 43% of the respondents opine that the products are of very good quality with respect

to the other competitors.

None of the respondents are of the opinion that the products are of fair or poor quality

with respect to other competitors

Interpretation

• Majority of the respondents is of the opinion that the products are of good quality and

is at par with other competitors having brand names.

70

Table representing the merits of the products of Ghari Detergent that differentiates it

from others

Merits No. of Respondents Percentage

Reasonable price 33 33

Quality 24 24

Customized product 33 33

Finishing 10 10

Total 100 100

33

24

33

10

reasonable price Quality Cusomized Product Finished

71

Analysis

• 33% of the respondents are of the opinion that reasonable pricing and a customized product

differentiates the products of Ferror dek from that of others.

• 24% of the respondents are of the opinion that quality is the differentiating factor.

• 10% of the respondents are of the opinion that finishing is the differentiating factor.

Interpretation

• Reasonable pricing and customized products differentiates the products of Ghari

Detergent from that of others.

• In fact, all the merits such as reasonable pricing, customized products, quality and

finishing contributes in differentiating the products from others.

72

Table representing the factors which play a major role in demand generation

Factors Ratings

5 4 3 2 1

Price of the product 4 3 0 1 1

Awareness about the product 3 1 0 4 1

Delivery of the product ordered 1 0 5 1 2

Presentation about the product 0 2 0 3 4

Design of the product 1 3 4 0 1

5 - Very important, 4 - Important, 3 - Makes little difference,

2 - Not important, 1 – Does not make any difference.

Analysis

• Price of the product gets the maximum of 5 rating.

• Design of the product and the price of the product get the maximum of 4 rating.

• Delivery of the product ordered gets the maximum of 3 ratings.

• Awareness about the product gets the maximum of 2 rating.

• Presentation about the product gets the maximum of 1 rating.

Interpretation

• Price of the product plays a major role in the demand generation.

• Design of the product plays an important role in demand generation.

• Delivery time of the product ordered can make a little difference in demand

generation.

73

Table representing the promotion of the products of Ghari Detergent Pvt. Ltd.

Promotions No. of Respondents Percentage

Paper insertion 24 24

Telemarketing 33 33

Display stalls ─ ─

Participating in exhibition 33 33

Direct mail ─ ─

Presentations ─ ─

Showrooms 10 10

Total 100 100

24

33

33

10

paper insertion Telemarketing Display Stalls Participating in exhibition

Direct Mail Presentations Showrooms

Methods of promoting the products

74

Analysis

• 24% of the respondents are of the opinion that paper insertions are used as promotion

of the product.

• 33% of the respondents opine that telemarketing is the means of promotion of the

products.

• 33% of the respondents feel that participating in exhibition has promoted the product.

• 10% of the respondents are of the opinion that showrooms are used as promotion of

the product.

Interpretation

• The company adopts a variety of promotional methods such as paper insertion,

telemarketing, display stalls, participating in exhibition, direct mail, presentations and

showrooms.

75

Table representing the discount if given on repeat purchase

Discounts Given No. of Respondents Percentage

Yes 90 90

No 10 10

Total 100 100

90

10

Yes No

Discounts given on repeat purchase

76

Analysis

• 90% of the respondents are of the opinion that the discount is given on repeat

purchase.

• 10% of the respondents are of the opinion that discounts are not given on repeat

purchase.

Interpretation

• Majority of the respondents is of the opinion that discounts are given on repeat

purchase.

77

Table representing the percentage of discounts given on repeat purchase

Percentage of Discount No. of Respondent Percentage

2 – 5% 66 66

6 – 10% 17 17

11 – 15% ─ ─

16 – 20% ─ ─

None 17 17

Total 100 100

66

17

17

2-5% 6-10% 11-15% 16-20% None

Percentage of discount given on repeat purchase

78

Analysis

• 66% of the respondents are of the opinion that 2-5% discount is given on repeat

purchase.

• 17% of the respondents opine that 6-10% of discount is given on repeat purchase.

• 17% of the respondents are of the opinion that no discount is given on repeat

purchase.

Interpretation

• Majority of the respondents are of the opinion that 2-5% discount is given on repeat

purchase.

• The company does not adhere to any stringent norm while giving discount on repeat

purchase as there is difference of opinion among the respondents.

79

Table representing the way of marketing of the products

Way No. of Respondents Percentage

Direct marketing

(Showroom)

100 100

Retailers ─ ─

Dealers ─ ─

All of the above ─ ─

Total 100 100

The way of marketing of the products

100

Direct Marketing Retailers Dealers All of the above

80

Analysis

• 100% of the respondents are of the opinion that the marketing of products are

through direct marketing.

Interpretation

• The products are marketed through direct marketing and dealers and retailers are not

involved in the marketing process.

81

Table representing the target consumers

Target No. of Respondents Percentage

Upper class 90 90

Middle class 10 10

Lower class ─ ─

Total 100 100%

The target consumers

90

10

Upper class Middle class Lower class

Analysis

• 90% the target customers are from upper class.

• 10% of the target customers are from middle class.

Interpretation

• The target consumers are the upper class and the middle class.

Table representing the kind of incentives received by the employee

82

Kind of incentives No. of Respondents Percentage

Commission ─ ─

Schemes ─ ─

Free gifts ─ ─

Recognition 57 57

Nothing at present 43 43

Total 100 100

Kind of incentives received by the marketing personnel

57

43

Commission Schemes Free giftsRecognition Nothing at present

Analysis

• 100% of the respondents are of the opinion that no incentives are given at present.

Interpretation

• No incentives are given to the marketing personnel at present.

83

FINDINGS

FINDING

84

1. Ghari Detergent has got a good Burned stains removal power.

2. Ghari Detergent has got good Oil stains removal power.

3. Perfume of Ghari Detergent is average in nature, and is not much effective.

4. Colors of Ghari Detergent is average in nature.

5. Melting rate of Ghari Detergent is very high. Most of the respondents found that it is poor in

nature.

6. Availability of Ghari Detergent is average it is not so easily available on the retail shops in

all the areas.

7. Respondents are familiar with the Advertisement of Ghari Detergent and can have access to it

at regular intervals.

8. Advertisement of Ghari Detergent is concerned, most of them have seen the adv. on

Electronic media in comparison to Print media.

9. Attributes of Ghari Detergent like packaging, cleaning, foaming, fragrance, price etc were

really liked by the respondents.

10. Suggestions were given by the respondents, regarding the improvements in melting

resistance power, Colour, perfume, availability etc.

11. The Satisfaction level, for GHARI DETERGENT bar lies between the Range of 60% to 80%.

12. The level of Satisfaction of GHARI DETERGENT bar to that of VIM bar the average of

both lies between 60% to 80%.

13.The prices of the products are reasonable though they are competitive.

14. The products are of good quality and are at par with other competitors having brand names.

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CONCLUSION

CONCLUSION

86

• If we go through this entire project work, then we will find out that GHARI has got a very good brand

image into the market. Some of its products still capture the major portion of the market share in the

detergent section.

• The GHARI DETERGENT BAR is also another promising product offered by the Ghari group.

• If we analyses the overall performance of GHARI DETERGENT bar, it is far better than its competitors.

• Respondents also found GHARI DETERGENT BAR, much better than its competitors as far as

cleanliness are concerned. The feedback obtained was favourable.

• The attributes of GHARI DETERGENT bar are really convincing & attractive.

• It has got huge market potential & is gaining tremendous popularity among target audience.

7. I am sure; if the company pays a little more attention towards improving the features of the product,

then within no time GHARI DETERGENT will rule the market and will emerge as the leading brand in

dish wash bar.

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SUGGESTIONS

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SUGGESTIONS

1. Efforts must be taken to reduce the melting rate of GHARI DITERGENT BAR.

2. Perfume of GHARI DETERGENT BAR is very mild; steps must be taken to make its

fragrance stronger and a pleasant one.

3. Colour of GHARI DETERGENT is not very attractive; steps must be taken to make the

colouring more attractive.

4. Company must take measures to improve the availability of the product; it should use a

proper distribution channel.

5. More emphasis should be laid on advertising & promotional measures so that more & more

people become aware of the product.

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LIMITATIONSOF

THE STUDY

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LIMITATIONS

1. While conducting the survey the biggest problem faced was the very wide and vast

geographical area of the city and resources were limited. Hence the respondents of some

localities could not be covered.

2. Another problem was that some people were suspicious about the survey and they refused to

disclose their identity and answering the questions.

3. The biasness and hesitation of the respondents in giving the answers to certain questions.

4. Few respondents were not available at the time of taking the feedback.

5. Time and money constraint was the limiting factor for the research.

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ANNEXURE

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QUESTIONNAIRE

Customer feedback form

Name :

Address :

Q. 1. What do you think the pricing of products is effects of Company Sales Promotion

a) Strategies b) High

c) Reasonable d) Competitive

e) Low.

Q. 2 What Do you Think Ghari is High Strength Compression then his competitor’s strength

a) Quality b) Brand

c) Image Pricing Promotional Activities

Q. 3 Do You Satisfied that the quality of the products of Ghari Detergent with respect to other

competitors

a) Good b)Very

c) Fair d) Poor

Q.4.The merits of the products of Ghari Detergent that differentiates it from others

a) Reasonable price b) Quality

c) Customized product d) Finishing

Q.5 What is the factors which play a major role in demand generation

• PRICE of the product

• Awareness about the product

• Delivery of the product ordered

• Presentation about the product

• Design of the product

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Q.6.Do you Satisfied the Sales Promotion Strategies of the products of Ghari Detergent Pvt. Ltd.

• Paper insertion

• Telemarketing

• Display stalls

• Participating in exhibition

• Showrooms

• Direct mail

• Presentations

Q.7. What is effect of the discount, if given on repeat purchase

• Yes

• No

Q.8.What is the way of marketing of the products

• Direct marketing (Showroom)

• Retailers

• Dealers

• All of the above

Q.9.Process of the kind of incentives received by the employee

• Upper class

• Middle class

• Lower class

Date: Signature:

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BIBLIOGRAPHY

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BIBLIOGRAPHY

.Research Methodology C.R. Kothari.

Consumer behavior Kanuk & Schiff man.

Marketing Management Philip Kotler, Prentice Hall

Fundamentals of Marketing William Stanton

Principles of Marketing Philip Kotler and Garry Armstrong

Marketing Management Rajan Saxena

Marketing Management Zickmund

Marketing Ramesh Kumar

WEBSITES:

www.wikipedia.com

www.gharidetergent.com

www.google.com

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Sales Promotion of Ghari Detergent in Kanpur Final Print

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