CASE STUDY ON KSDL

Overview of Case study:

 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 Soap
2.Detergents


 Mysore-detergent bar
3.Agarbathi


 Mild and pleasant Fragrances in Varieties of

Chandan , Jasmine and Rose
 Mysore Sandal Talc

New Product Gold
 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:
  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
 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.
4.
Maslow’s Hierarchy of Needs: ERG
theory



Self

Actualization

GROWTH
Esteem



Social


RELATEDNESS
Safety

 Physiological


q Esteem need Growth
q These needs includes prestige,
status, self respect and ego.
q Mysore sandal gold catering premium
segment which is directly related
to esteem need.
q For motivating the consumer KSDL
should use print media and
television for persuasive
advertising.
q For print media they should use elite
class magazine.
3) Segmentation
 Geographic:
 Demographic
 Psychographic
 Behavioral
