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PREFACE

Marketing should not be looked upon in a vacuum or in isolation. It is an

essence taking a view of the whole business organization and its ultimate objective

concern for marketing must penetrate all areas of the enterprise. Market survey in

todays competitive world is a must for every organization.

This project is a study of market potential of Ghari Detergent The rational

behind this particular study is to find out the present market scenario of various

brands & to find out the corporate need and perception. It was a pleasurable

experience to conduct a research on behalf of Ghari Detergent pertaining to the

study of the Detergent.

Conclusion and there by recommendation has been arrived at by proper

and justified interpretation of the result derived from the above said analytical

tools and techniques.

ACKNOWLEDGEMENT

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Preparing a project of this nature is an arduous task and I was fortunate enough

to get support from a large number o persons. I wish to express my deep sense of

gratitude to all those who generously helped in successful completion of this report by

sharing their invaluable time and knowledge.

It is my proud and previledge to express my deep regards to Respected Principal

Sir Dr. Mahesh Katthal , Department of Chemistry , Noble College Rajakhedi Makroniya

Sagar (M.P.) for allowing me to undertake this project.

I feel extremely exhilarated to have completed this project under the able and

inspiring guidance of Dr.Mahesh Katthal she rendered me all possible help me guidance

while reviewing the manuscript in finalising the report.

I also extend my deep regards to my teachers , family members , friends and all

those whose encouragement has infused courage in me to complete to work successfully.

(SANDHYA YADAV)

M.Sc. IInd Semester

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DELCLARATION BY THE CANDIDATE

Date :

I declare that the project report titled " GHARI DETERGENT" on Market

Segmentation is nay own work conducted under the supervision of Dr.Mahesh Katthal

Department of Chemistry , Noble College Rajakhedi Makroniya Sagar. To the best of my

knowledge the report does not contain any work , which has been submitted for the award

of any degree , anywhere.

(SANDHYA YADAV)

M.Sc. IInd Semester

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CERTIFICATEThe project report titled "GHARI DETERGENT " been prepared by

Dr.Mahesh Katthal M.Sc. IInd Semester , under the guidance and supervision l for the

partial fulfillment of the Degree of M.Sc.IInd Sem chemistry.

Signature of the Signature of the Signature of the

Supervisor Head of the Department Examiner

CONTENTS

TOPIC

TITLE

1. Preface

2.Acknowledgement

3. Declaration of the Candidate

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4. Certificate

5. Introduction & History Ghari detergent factory

6. Financial Report of Ghari Detergent

7 Our Management

8. Network of Ghari Detergent

9. Marketing Segmentation

10 Scope of the Study

11 Limitations

12 Research Methodology

13 Data Analysis & Interpretation

14 Conclusion

15 Bibliography

Introduction & History of gharidetergent

In the ever changing world where changes are made at fast pace. It is important

to understand how these changes affect our lives and lifestyles.

The driving force at RSPL is to understand profound changes in product

technology and consumer needs to make our brands the way consumer desires them to

be. We believe that the only constant in history of mankind is evolution and so should it

is our endeavor to give superior brand experience and most superior value for

consumers money. Our undeterred pursuit for evolution has led the company to

progress on the path of value during our growth.

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

which is committed for value for money propositions & credited with several innovations

over last 3 decades. The sagacity to weave its business around consumer needs has

conferred RSPL with a distinct value and identity. Efficient capital structure, cutting edge

technology, operational discipline and a widespread distribution network, have together

attributed to enhance RSPL and enabled the organization to deliver value to consumers.

Keeping in line with its expansion programme, The company has been established

detergent manufacturing units in various locations across the India to enable the

company to fulfill the demand of its products across the country more effectively.

The company is going to set up a new unit in Raipur, Chhattisgarh for the

manufacturing of detergent cake, powder and acid slurry. The company has applied for

necessary approvals to set up the unit. Within next couple of years the groups installed

capacity of detergents would cross 800000 MT PA.

To make its presence stronger in Southern States, the company is planning to set up a

unit in Karnataka. The company has already acquired. land at Bidar, Karnataka for thepurpose. Keeping in view the expanding market of personal & home care products in

India, the company has set up a unit in Haridwar for the manufacturing of personal and

home care products like Shampoo, Hair oil, Toothpaste, Moisturiser, Shaving Cream,

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Liquid Hand Wash, Floor Cleaner, Liquid Detergent and Toilet Cleaner.. Installed

capacity of unit will be 123 MT per day for all the products taken together. The unit has

become operational in March 2010.

FINANCIAL REPORT OF GHARI DETERGENT

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

The RSPL Group, inspite of competition, is making great strides in the Indian Detergent Industry

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

striving to better its position by constant endeavor. A family business which started around 1970

for manufacturing and marketing of oil soap with a turnover of a couple of Lac turned into a

corporate in the year 1988 by entering in manufacture of Detergents.

With the passage of time, by adopting latest technology and using premium

quality raw material, it developed a product under the brand name GHARI to the liking of the

masses. In the year 2006, the Company launched dish wash bar under the brand name

XPERT. Further, in the year 2008, the Company entered into toilet soap segment and launched

toilet soap under the brand name VENUS, which is available in various variants.

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RSPL has achieved a turnover of more than Rupees 1940 Crores during 2009-10 from a mere

turnover of Rupees 1.39 Crores in the year 1988-89 with an average growth rate of 15 to 20%.

Our performance in the last 3 years :

Our ManagementDIRECTORS ON BOARD

RSPL group is promoted by Gyanchandani family. The promoter directors are combination ofexperienced and young persons. Murli DharChairman & Managing Director since 35 yrs

Joined the family business of his father Late Dayal Das. His vision and strong dedication laid thefoundation of the RSPL group. He has the responsibilities of finalizing Corporate Strategy &

Planning for the growth of the business of the group. Under his leadership the group hasestablished itself amongst the top manufacturers of detergent products in a short period of nearly

3 decades. He is guiding the younger generation to venture into new categories.

Bimal KumarManaging Director since 30 yrs

Joined the family business of his father with his elder brother Shri Murli Dhar.

His responsibilities are to supervise and control management of the entire group. His contributionto the Human Resource Development in the group has been enormous and his media and

advertisement strategy has proved to be superb efficient in terms of sales response. His ability tospot trends early has helped to identify new segments the company should foray.

Manoj KumarDirector since 16 yrsJoined the business in 1996 at a very young age.

His contribution to the group was the first business diversification in the leather industry. Afterestablishing Leather and Footwear venture and turning the business into Rs. 100 crores, he is on

his way to create new land marks in Dairy business.

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Rahul GyanchandaniDirector since 7yrs

He was appointed Director of the company in the year 2004.

His present responsibilities are operations of Soap & Detergent division of the Company. He isalso actively involved in the planning of new projects. All the expansion plans of soap & detergent

division are going under in his able direction. He has a vision for backward integration. Under hisable guidance, the company has successfully entered into toilet soap segment by launching toiletsoap under the brand name VENUS and foraying into homecare segment.

Rohit GyanchandaniDirector since 5 yrs

He was inducted to the Board of the Company in the year 2005.

He has the responsibility of planning and monitoring advertising and evolving new strategies formarketing. He is also looking after real estate business of the group. One of the group company,

Nimmi Build Tech Pvt. Ltd. is developing residential projects in Kanpur and Lucknow throughSPV.

Our NetworkLOCATIONS ACCROSS INDIA

RSPL follows the policy of penetrating its markets deep and then focusing on

geographical expansion. Having achieved strong distribution reach in its core markets, it has now

embarked on strengthening its geographical presence by establishing and expanding distributionin other states (most notably in South India)

We are successfully running more than one manufacturing units at Alwar, Aurangabad,

Chitradurg, Dhar, Ghaziabad, Greater Noida, Haridwar, Jamnagar, Jamshedpur, Jhansi, Kanpur,

New Delhi, Roorkee, Sagar and adding more.

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MARKET SEGMENTATION

PRODUCT

A product is anything that can be offered to a market to

satisfy a need or want.Products that are marketed include

physical goods, services, experiences, events, persons,

places, properties, organizations, information and ideas.

Product Classification

Marketers have traditionally classified products on the basis

of characteristics: durability, tangibility, and use.

Ghari Detergent is a Tangible, Non Durable Good on thebasis of this classification.

Consumer Goods Classification

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The vast array of goods consumers can buy can be classified

on the basis of shopping habits.

Convenience Goods: The consumer purchases such goods

frequently, immediately and with a minimum of effort.

Shopping Goods: Are goods that the consumer, in the

process of selection and purchase characteristically

compares on the bases of suitability, quality, price and style.

Specialty Goods: Have unique characteristics or brand

identification for which a sufficient number of buyers are

willing to make a special purchasing effort.

Unsought Goods: Are those the consumer does not know

about or does not normally think of buying WASHING SOAP

and other soaps fall into the category of Convenience Good

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GHARI DETERGENT

SWOT PROFILE OF GHRI DETERGENT

STRENGTHS

Strong Market Research (door to door sampling is done

once a year in Urban and Rural areas)

Strong sales and distribution network backed by HLL

Strong brand image

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Dynamically continuous innovation of the product and

brand rejuvenation new variants

Perceived to have high value for money (strong brandpromotion but relatively lower price which is a winning

combination in the popular segment)

Though it is in popular segment, it is having mass

appeal/market presence across all segments

Unique advantage of having access to resources and

assets of HLL

Scope of the Study

The geographical scope of the study was restricted due

to time and resource constraints. The study being

exploratory in nature, the sample size was restricted to 80

consumers (mostly student group) and 20 retailers. Focus

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being mainly on in-depth probing, the generalizations drawn

are only indicative and not conclusive.

Limitations of the Study

Response biasness could be one of the limitations.

The sample chosen may not be the true representative of

the whole population.

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As the research was exploratory in nature, it was not

possible to study the accurate phenomenon of the fact.

RESEARH Methodology:

In order to address the above questions an exploratory study

was conducted. The idea was to probe and get deeper insight

into sales promotion scenario of Washing Soap and to tap

perceptions of retailers and consumers. In order to address

above mentioned objectives

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(i) Study of secondary sources was carried out,

(ii) Responses of retailers were taken using structured

questionnaire and(iii) Structured questionnaire was designed to seek

consumer responses.

Convenience sampling was used for both retailers as well

as consumer studies. Twenty retailers ranging from small

kirana store to big provision stores were approached. All the

retailers were located in Kanpur. The respondents for

consumer study were mostly students and consumers found

as per convenience in the market. The total respondents

were 80 in number. Data analysis is done using software

package like MS-EXCEL.

Abstract:

The origins of personal cleanliness date back to prehistoric

times. Since water is essential for life, the earliest people

lived near water and knew something about its cleansing

properties - at least that it rinsed mud off their hands. A

Detergent-like material found in clay cylinders during the

excavation of ancient Babylon is evidence that soap making

was known as early as 2800 B.C. Inscriptions on the cylinderssay that fats were boiled with ashes, which is a method of

making detergent, but do not refer to the purpose of the

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"detergent." Such materials were later used as hair styling

aids. Soap got its name, according to an ancient Roman

legend, from Mount Sapo, where animals were sacrificed.Rain washed a mixture of melted animal fat, or tallow, and

wood ashes down into the clay soil along the Tiber River.

Women found that this clay mixture made their wash cleaner

with much less effort.

Some of the early instances of commercial

manufacturing of soap are:

In Britain references began to appear in the literature from

about 1000AD, and in 1192 the monk Richard of Devizes

referred to the number of soap makers in Bristol and the

unpleasant smells which their activities produced

A century later soap making was reported in Coventry. Other

early centers of production included York and Hull. In London

a 15th century "sopehouse" was reported in Bishopsgate,

with other sites at Cheapside, where there existed Soper's

Lane (later renamed Queen Street), and by the Thames at

Blackfriars Andrew pears. In 1789, he commenced

production of a transparent soap at a factory in Wells Street,

off Oxford Street and became hugely successful.

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0 5

1 0

1 5

2 0

2 5

3 0

3 5

4 0

P E R C E N T

P r i c e P r o d

B u n d l iC a s h

R e f u n

C r o s s

P r o m o t i

S C H E M

P r i z e s

S a l e s P r o m o t i o n

Ghari detergent

DATA ANALYSIS & INTERPRETATION

(1)Sales Promotion Schemes Offered On Ghari

Detergent

The primary analysis found that Price off is the best sales

promotion schemes offered on Ghari Detergent (40% of the

retailers agreed on this). Product Bundling was the nextbest with 30% of the retailers in favour of the same.

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(2)NORMAL DURATION OF SALES PROMOTION

SCHEMES

Theprimary analysis found that 1 month 3 month is the

normal accepted duration of sales promotion schemes (60%

of the retailers agreed on this). More than 3 months was

the next best with 25% of the retailers in favour of the same

19

0

10

20

30

40

50

15 Days 1 Month

1 Month 3 Month

More than- 3 months

Duration60 60%

25%

15%


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F r e q u e n c y o f S c h e

7 5%

2 0%5 %

L e s s t h a n 3

6 m o n t h s- 1 y e

3 - 6 M o n t

Ghari detergent

(3)HOW OFTEN SALES PROMOTION SCHEMES ARE OFFERED ON

GHARI DETERGENT

The primary analysis found that Less than 3 months is the

general perceived frequency for sales promotion schemes

offered on Ghari Detergent (75% of the retailers agreed on

this). 3 months 6 months was the next best with 20% of

the retailers in favour of the same.

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A f f e c t o n S

0 2 0

4 0

6 0

8 0

1 0

I n c r e ai n S a l e

C a n t N o E f

7 5 %

1 5 %

1 0

Ghari detergent

(4)AFFECT ON SALES OF GHARI DETERGENT DUE

TO SALES PROMOTION SCHEMES

The primary analysis found that sales promotion schemes

offered on Ghari Detergent caused an Increase in sales

(75% of the retailers agreed on that). Cant say was the

next best opinion with 15% of the retailers in favour of the

same.

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(5)COMMUNICATION OF SALES PROMOTION

SCHEMES

The primary analysis found that Wholesalers were the best

medium of communication of sales promotion schemes (45%

of the retailers agreed on that). Sales representatives was

the next best with 25% of the retailers in favour of the same

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0 1 0

2 03 0

4 0

5 0

6 0

7 0

8 0

T h r o u g hS a l e

R e p r e s e n t

T h r o u g

w h o l e s a l

T h r o uP r i n tM e d i a

T h r o u gE l e c t r o nM e d i a

M o d e o f c o m m u n i c

f o r p r o m o t i o n s c h

2 5 %

4 5%

2 0 %1 0%


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(6) LEVEL OF SERVICING DURING SALES PROMOTION - COMPARISIONWITH COMPETITOR

The primary analysis found that the level of servicing during

sales promotion vis--vis competitors was Superior and

more frequent (45% of the retailers agreed on that). Similar

and more frequent was the next best with 35% of the

retailers in favour of the same.

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0 2 0

4 0

6 0

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CONCLUSIONThe findings of the empirical study indicate that unless

the brand to be promoted is in the consideration set of the

consumer, sales promotion by itself is unlikely to have any

major impact. Clearly this shows that managers need to

invest into brand building exercise so that his/her brand

appears in the consideration set of the target consumers.

Only after this should he spend time, money and energy on

sales promotion activities. Sales promotion should not be

used in isolation but need to be integrated with other tools

and in line with the overall positioning of the brand. Also the

importance of the role of mass media came out clearly in

both the studies. Companies need to create sufficient

awareness about sales promotion schemes through mass

media in order to create awareness The role of retailer ininfluencing consumer in brand choice decision in a detergent

category was found to be insignificant which also supports

the above observations. Toilet soaps are low involvement

products characterised by switching behaviors. Also the

person going to the shop for the purchase of soap is the final

decision maker of the brand. Hence it is essential that

companies need to design attractive, striking, visible POPs

for scheme announcements.

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SUGGESTIONS & RECOMMENDATIONS

(1) They should provide more promotions like price-offs and

samples.

(2) Retentive strategy required as the soap segment is in

the mature stage of its product life cycle

(3) Liquid body wash is currently in the growth stage Ghari

Detergent should come out with more variants in this

segment

(4) Level of servicing is low during sales promotion

schemes this could be brought up.

(5) It is having only 19.8 % rural market presentation which

could be further enhanced.

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BIBLIOGRAPHY

The information included in this project is taken from the

reference:

BOOKS:

Marketing Research :

By Varma M. ,Agarwal R.

By Majumdar

WEBSITES:

www.indiainfoline.com

www.hul.com

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