case study on ksdl
TRANSCRIPT
CASE STUDY ON KSDL
Overview of Case study:
Companies profile
product lines
New product launches
Questions and Answer
INTRODUCTION
Established in 1916 by the Maharaja of Mysore, his Highness
Nalwadi Krishnaraja Wodeyar and Diwan Sir M.Visvesvaraya.
In the year 1980, Government of Karnataka formed Karnataka Soaps and & Detergents Limited (KSDL)
One of the largest producers of sandal soap, including sandalwood oil in the world with an annual turnover of Rs. 125 crores.
Company’s products in a variety of specifications : fragrances, characteristics and properties to satisfy its most demanding clients the world across that quality and innovation , superior quality products and excellent customer service to offer maximum satisfaction to its clients.
Product Ranges
PRODUCT LINE
1.Brand soap i.e. Toilet and bathing soap Mysore Sandal Soap “ “ Classic “ Special Sandal “ Jasmine “ Rose
Sansar Soap2.Detergents Mysore-detergent bar “ “ powder Point-Detergent Powder Sansar Detergent Powder
3.Agarbathi Mild and pleasant Fragrances in Varieties of
Chandan , Jasmine and Rose Mysore Sandal Talc
NEW LAUNCHES
Mysore Sandal Gold Soap
Mysore Sandal Baby Powder
Fresh mate Sandal Fresh-Air Freshener
NEW PRODUCT GOLD
Premium soap : Mysore Sandal Gold Soap Mysore Sandal wood soap, now available
with almond oil for extra moisturizing. Unique combination of glycerin and 100%
pure, natural sandalwood oil no harsh chemicals.
contains pure sandal oil from the forests of Karnataka, soothes dry skin and relieves rashes, bringing a glow to the face
Various brands present in the market which appeal perfume, luxury and cosmetic i.e. Jai soap, Breeze Soap, Lux, Dove etc
Co. wanted to introduce a premium soap which appeal all the three at a time
Why high price for “GOLD”
Consumer’s benefit: 3 in 1 Good perfume oil Attractive color and shape Rich lather with lingering smell of
sandalwood Attractive packaging Enriched with moisturizer Lasts long
Brand name : “GOLD”
Bcoz it is Premium Soap and categorized as a luxurious toilet soap
Basic ingredients :S. Oil has got “golden color” called liquid gold, almond oil, along with moisturizers
Testing and commercialization
Consumer research for Mysore Sandal ‘GOLD’ done by mrktg consultants agencies
Shape and packaging based on this basis It was displayed at Aero Space Exhibitions,
yelahanka 98 Questionnaires were done Introduced in market by C.M of Karnataka. Advt: mass comm. Magazines-Life style’
outlook, swagat Punch line : Time less magic of sandal for a glowing skin
Questions:
1. BENEFITS THAT CONSUMERS WILL BE LOOKING FOR IN A PREMIUM SOAP
Good perfume oil Attractive color and shape Rich lather with lingering smell of
sandalwood Attractive packaging Enriched with moisturizer, soothing skin
care, to smooth dry skin Lasts long Total bathing experience with freshness
Above mentioned benefits are according to the book but in real along with all these factors price is an very important factor which can’t be ignored.
Good quality in Reasonable price
2.How to motivate consumers Attributes Of Mysore sandal gold
1. Sandal wood oil--which gives woody aroma, remains stable for a long period of time.
2. Gold -something precious not easily available and costly.
3. A good BRAND name.
Self
Actualization
Esteem
Social
Physiological
Safety
Maslow’s Hierarchy of Needs:
ERG theory
GROWTH
RELATEDNESS
EXISTENCE
Esteem need Growth These needs includes prestige, status, self
respect and ego. Mysore sandal gold catering premium
segment which is directly related to esteem need.
For motivating the consumer KSDL should use print media and television for persuasive advertising.
For print media they should use elite class magazine.
They should target prime time shows in television.
3) Segmentation
Geographic: Demographic Psychographic Behavioral
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