INTRODUCTION

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.

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.

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 competitors 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.

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.

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.

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 4Ps of the marketing mix. They are: Product Price Place Promotion

Product:
Product stands for the firms 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 customers point of view, it helps in satisfying the customers 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 companys offer to the target market. To the customer, this marketing tool refers to convenience.

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 companys 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 competitors 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 advertisers name, given as gifts to consumers.

Patronage Rewards:
They are cash or other awards for the regular use of companys products or services. They are values (in cash otherwise) that are proportional to ones 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 manufacturers 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

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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 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.

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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 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 Working capital: Rs. 23.0 Lakhs Return: 33.99%

Plant & machinery: Rs. 11.2 Lakhs T.C.I: Rs. 60.4 Lakhs 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

Working capital: Rs. 37.88 Lakhs Return: 4941.00%

T.C.I: Rs. 75.53 Lakhs Break even: 4034.00%

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 Working capital: Rs. 11.81 Lakhs Return: 35.06%

Plant & machinery: Rs. 2.98 Lakhs T.C.I: Rs. 27.19 Lakhs Break even: 55.03%

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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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

Working capital: Rs. 19.5 Lakhs

T.C.I: Rs. 33.3 Lakhs

Return: 52.69%

Break even: 46.53%

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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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 todays 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

Working capital: Rs. 16.53 Lakhs

Plant & machinery: Rs. 14.60 Lakhs

T.C.I: Rs. 60.64 Lakhs

Return: 26.03%

Break even: 60.43%

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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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

Working capital: Rs. 6.11 Lakhs

T.C.I: Rs. 18.20 Lakhs

Return: 40.83%

Break even: 53.47%

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

27

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 200607, 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 Director

&

Managing

2.

Shri Bimal Kumar

Managing Director

3.

Shri Gyanchandani

Manoj

Director

4.

Shri Gyanchandani

Rahul

Director

5.

Shri Gyanchandani

Rohit

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

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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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FUTURE EXPANSION PLANS Detergent BusinessKeeping 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 Companys products in the State of Gujarat and nearby areas. Within next 2-3 years the groups 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)

201011 201112

430398

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 firms 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

Sizes

MRP

500g

Rs. 15.00

250g

Rs. 08.00

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

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 75g 25g

: : :

Rs. 33.00 Rs. 05.00 Rs. 02.00

ANNUAL SALES DATA

YEAR 2010 11 2011-12

SALES ( in Tons) 8600 9890

39

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. 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.

40

RED CHIEF

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 Namaste Gaadha Maaza (Full Cream) Namaste Milky Magic ( Standardized) Namaste Active (Toned Milk) Fat(%) 6 4.5 3 SNF(%) 9 8.5 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. Nutritional Values Energy Protein Carbohydrate Fat Sugar Fibre Cholestrol
Saturated Fatty Acids Monosaturated Fatty Acids Polyunsaturated acids Trans fatty acids Vitamin A 58 Gms 28 Gms 2 Gms 5 Gms 2000-3500 IU

897 Kcal Nil Nil 99.7 Gms Nil Nil 275 - 325 Gms

47

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.

RSPL Limited has achieved a turnover of more than Rupees 1940 Crores during 201148

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 :

2009-10

2010-11

2011-12

2009-10

2010-11

2011-12

49

2009-10

2010-11

2011-12

50

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

51

RESEARCH METHODOLOGY

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.

52

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 companys 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 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:
53

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 Bar Diagrams

No of Respondent : 100

DEVELOPING THE SAMPLE DESIGN:The sample was designed keeping in view the following basic components: -

54

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

(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 data1. Observation method 2. Interview method (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

55

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.

SAMPLING DESIGN:

UNIVERSE: All the items comprising field of the inquiry constitute a universe. The universe in our research
56

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

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.
57

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

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
58

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.

59

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.

60

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.

61

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.

62

DATA ANALYSIS & INTERPRETATION

63

Table representing the pricing of products

Prices High Reasonable Competitive Low Total

No. of Respondents 54 46 100

Percentage 54% 46% 100%

46 54

High

Reasonable

Competitive

Low

64

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.

65

Table representing the competitors strength

Strength Quality Brand Image Pricing Promotional Activities Total No. of Respondents 80 20 100 Percentage 80 20 100

20

80

Quality

Brand Image

Pricing

Promotional Activities

66

Analysis 80% of the respondents are of the opinion that the competitors 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.

67

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

Rating Good Very good Fair Poor Total

No. of Respondents 57 43 100

Percentage% 57 43 100

43

57

Good

Very Good

Fair

Poor

68

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.

69

Table representing the merits of the products of Ghari Detergent that differentiates it from others Merits Reasonable price Quality Customized product Finishing Total No. of Respondents 33 24 33 10 100 Percentage 33 24 33 10 100

10 33

33

24

reasonable price

Quality

Cusomized Product

Finished

70

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.

71

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

Factors

Ratings

5 Price of the product 4

4 3

3 0

2 1

1 1

Awareness about the product

1 0 2 3

0 5 0 4

4 1 3 0

1 2 4 1

Delivery of the product ordered 1 Presentation about the product Design of the product 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.

72

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

Promotions Paper insertion Telemarketing Display stalls Participating in exhibition Direct mail Presentations Showrooms Total

No. of Respondents 24 33 33 10 100

Percentage 24 33 33 10 100

10

24

33

33

paper insertion Display Stalls Direct Mail Showrooms

Telemarketing Participating in exhibition Presentations

Methods of promoting the products

73

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.

74

Table representing the discount if given on repeat purchase

Discounts Given Yes No Total

No. of Respondents 90 10 100

Percentage 90 10 100

10

90

Yes

No

Discounts given on repeat purchase

75

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.

76

Table representing the percentage of discounts given on repeat purchase

Percentage of Discount 2 5% 6 10% 11 15% 16 20% None Total

No. of Respondent 66 17 17 100

Percentage 66 17 17 100

17

17 66

2-5%

6-10%

11-15%

16-20%

None

Percentage of discount given on repeat purchase

77

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.

78

Table representing the way of marketing of the products

Way Direct (Showroom) Retailers Dealers All of the above Total

No. of Respondents marketing 100 100

Percentage 100 100

The way of marketing of the products

100

Direct Marketing

Retailers

Dealers

All of the above

79

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.

80

Table representing the target consumers

Target Upper class Middle class Lower class Total

No. of Respondents 90 10 100

Percentage 90 10 100%

The target consumers

10

90

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.

81

Table representing the kind of incentives received by the employee

Kind of incentives Commission Schemes Free gifts Recognition Nothing at present Total

No. of Respondents 57 43 100

Percentage 57 43 100

Kind of incentives received by the marketing personnel

43

57

Commission

Schemes

Free gifts

Recognition

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.

82

FINDINGS

83

FINDING
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 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. so easily available on the retail shops in

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

84

CONCLUSION

85

CONCLUSION

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.

86

SUGGESTIONS

87

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.

88

LIMITATIONS OF THE STUDY

89

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.

90

ANNEXURE

91

QUESTIONNAIRE
Customer feedback form Name Address : :

Q. 1. What do you think the pricing of products is effects of Company Sales Promotion a) Strategies c) Reasonable e) Low. Q. 2 What Do you Think Ghari is High Strength Compression then his competitors strength a) Quality 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 c) Fair b)Very d) Poor b) Brand b) High d) Competitive

Q.4.The merits of the products of Ghari Detergent that differentiates it from others a) Reasonable price c) Customized product b) Quality 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

92

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:

93

BIBLIOGRAPHY

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BIBLIOGRAPHY

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WEBSITES: www.wikipedia.com www.gharidetergent.com www.google.com

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