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SUMMER PROJECT

ON

MARKET RESEARCH & SALES PROMOTION

UNDER GUIDENCE

OF

1 MR. SANDEEP SHARMA

BY

SANDEEP KUMAR SINGH

MMS 2008 – 10 SEMESTER II

ROLL NO 104

IN

ROHIT SURFACTANT PVT. LTD

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TABLE OF CONTENT

1.Preface

2.Acknowledgement

3.Industry Profile

• Soap & Detergent industry

• Leather Industry

• Retail Industry

4.Company Profile

2 5.Introduction of Topic

6.Research-An Overview

7.Research Methodology

8.Analysis & Interpretation of Data

9.Findings

10.Suggestions

11.Limitations of Study

12.Swot Analysis

13.Conclusion

14.Bibliography

15.Questionnaire

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PREFACE

If I asked you to tell me the greatest power on earth, it is said, it is positive idea. The tiny seed

that blossoms forth into the mighty tree. Its branches and leaves bearing fruits, give shade to the

multitude. One such opportunity came in my way in the form of this project, which is the part of

this MBA curriculum.

“Learning is like eating food. It is not how much you eat that matter, what count is how much

you digest”

In business organizations importance of management being increased day by day therefore to

fulfill the requirement of various business organization, several institutions are performing the
3
job of imparting management education to the students.

The management orientation during summer vacations has been made an inbuilt part of M.B.A

program because besides the theoretical knowledge is also essential for an effective management

course.

This practical knowledge provides the students an opportunity to see management in action. An

industrial training is an, on the job practical training is an, on the job practical training which is

an essential part of the management program. The main purpose is to make the management

students familiar as to how theoretical aspects can be implemented in the real business situations.

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ACKNOWLEDGMENT

I take this opportunity to express my deep gratitude to those who have helped me in completing

the matter of this report. It was a time taking process and lot of guidance and support was needed

to complete this report. It was team work and without co-operation it was not possible to

complete this project.

The training report titled “Training Program” has been prepared towards the partial fulfillment

of M.B.A.

4 I would like to express my deep gratitude to Mr. Sandeep Sharma (Consumer Research

Executive) who provided me the opportunity to undergo the summer internship in the

organization of such high repute ,and guided us at every step.We are highly thankful for his

valuable suggestions from time to time. Without his support this project would not have taken its

present shape.

My sincere thanks to the employees of different organization. For helping me and providing

support in completing this project.

SUBMITTED BY:

Sandeep Kumar Singh

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SYNOPSIS

PROJECT TITLE : MARKET RESEARCH & SALES PROMOTION

PROJECT DURATION : 40 DAYS

RESEARCH GUIDED BY : MR. SANDEEP SHARMA

AREA COVERED : KANPUR

5
SAMPLE UNIT : SHOP KEEPER

SAMPLE SIZE : 224

TOOL : QUESTIONNAIRE

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6
INDUSTRY

PROFILE

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SOAP & DETERGENT INDUSTRY
The Indian Detergent Market

The Indian fabric wash products market was a highly fragmented one. There was a sizeable

unorganized sector. Of the 23 lakh-tonne market, laundry soaps and bars made from vegetable

oils accounted for around seven lakh tonnes with synthetic detergents making up the rest.

Washing powders were categorized into four segments - economy (selling at less than Rs.25 per

kg), mid-priced (Rs.25 - Rs. 90 per kg), premium (Rs. 90 - Rs. 120 per kg) and compact (selling

at over Rs. 120 per kg). The compact, premium and medium priced segments together accounted

for 20% of the volume share and 35% of the value share. The economy segment made up the

remaining lion's share of the market. The fabric wash industry in India was characterized by low
7
per capita consumption, especially in rural markets. The major players in the Indian detergent

market were HLL, P&G, Nirma and Henkel (through its joint venture with SPIC, a leading

petrochemical company based in the south Indian city of Chennai).

Evolution of the Indian detergent market

The first companies to manufacture detergents in India were HLL and Swastik. HLL test

marketed Surf between 1956 and 1958 and began manufacturing it from 1959. Swastik launched

Det, a white detergent powder, in 1957.

By 1960, Det had made rapid inroads in eastern India. Surf, a blue detergent powder,

became the national market leader with dominant positions in the west, north and south.

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In the early 1960s, the total volume of detergents manufactured in India grew from around 1600

tonnes to 8000 tonnes. HLL dominated the market with a share of almost 70 % compared to

Det's 25%. In 1966, another player entered the fray. Tata Oil Mills Company (TOMCO)2

launched its detergent powder 'Magic'.

In 1973, TOMCO introduced 'Tata's Tej' in the low-priced segment. TOMCO unveiled another

economy detergent powder called OK in 1977.

Detergent Industry in India

• Market of US $1.5 Billion and grew at 3 - 5% in value in 2005

• Few dominant players and many unorganized players

• Price is an important consideration to the consumer

8 • Price reduction seems to have bottomed out in 2005

• Innovations in products and distribution strategy are being the focus to grab market share

Definition of Detergent

Definition: Detergents are the main component of any laundry jobs. They work well in a large

variety of water temperatures and types. Most detergents today contain enzymes. Detergents can

be found in both powder and liquid concentrations. Detergents can also be found in heavy duty

formulas that can be especially effective with food, grease, and oil stains.

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Toilet Soap Manufacturers

Indian Classifieds » Indian Manufacturers

Exporters India, an online business directory offering a comprehensive database of companies

engaged in production & manufacturing of Toilet Soap. Buyers can browse the catalogs of these

producers & manufacturers of Toilet Soap and send a request for product details.

Rachana Lab Chem Pvt. Ltd. ( Kanchan Vardhani )

We are Manufaturers of Detergent Powder, High Quality Detergent Powder, Medium

9 Quality Detergent Powder, Detergent Cakes, Cleaning Bar, Cleaning Powder, Tooth

Paste, Toilet Soap, Talcum Powder, Petroleum Gelly, Shampoo and Shaving Cream.

Address :203 & 303, Circle P Building, S.G. Highway, Ahmedabad, Patan, Gujarat

Bell-o-bell Impex (p) Ltd ( Jagdish Khajuria )

Manufacturers of Hair Gel, Hair Oil, Laundry Soap, Toilet Soap, Detergent Powder,

Herbal Shampoo, Toilet Cleaners, Shaving Cream, Incense Sticks, Fashion

Garments, Steel Wares, Textile Chemicals, Pigments, Dyes, Textile Products and

Ultramarine Blue.

Address :2, Aalap, Nehru Road, Vile Parle East,, Mumbai-400057, Maharashtra

Phone(s) : 91-22-26185293/94 Mobile : 09867385358 Reliance : - Fax(s) : 91-22--

26185291/26185292

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MICRO MACHINES ( SARJU KALARIA )

Manufacturers of Toilet Soap, Toilet Soap Machinery, Detergent Soap, Detergent Soap

Machinery, Laundry Soap, Laundry Soap Machinery.

Address :PLOT NO 2 DHARMAJIVAN INDUSTRIAL ESTATE, RAJKOT, Gujarat

Godrej Consumer Products Ltd. ( Neelaksh Kalyankar )

Manufacturers of Toilet Soaps.

Address :447,Ravi Nagar,Gwalior, Madhya Pradesh

10

Atasi Overseas Pvt. Ltd. ( Umesh Soni )

Manufacturers of Detergent Powder, Detergent Soap, Laundry Bar, Beauty Soaps, Paper Soaps

and Toilet Soap.

Address :209, Modi Chambers, 2nd Floor, End of French Bridge, Opera House, Mumbai,

Maharashtra

Amrut Corporation ( Mahendra Shah )

Manufacturers of Toilet Soap, Laundry Soap and Oil Soap.

Address :Jambul, Mumbai, Maharashtra

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Girijan cooperative corporation ltd. ( sekhar )

Manufacturers of Honey, Tamarind, Toilet Soaps, Soapnut Powder and shikakai powder.

Address :eastpoint colony, vishakghapatnam, Andhra Pradesh

Gupta & Company Ltd ( Manager )

Manufacturers of Tobacco, Perfumes, Zarda, Gutkha, Snuff Pan Masala, Cigarette Flavour,

Toilet Soaps, Toilet Detergent, Perfumes, Cosmetics, Flavour Concentrates, Dhoop and Incense

Sticks.

Address :Xiv / 294-95, Gali Mandi Pan, Sadar Bazar, Delhi, new delhi

11

Himalaya Soap Factory ( Rajesh Singh )

Manufactures of Toilet Soaps like Indigenous Soap, Toilet Soap, Rani Toilet Soap, Stylish

Premium Soap, Beauty Soaps, Neem Soaps, Washing Soaps, Glycerine Soaps, Detergent Cake,

Dishwash Bar and Detergent Powder.

Address :167, N. S. Road, Rajakatra, Kolkata, West Bengal

LEATHER INDUSTRY

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The outlook for the Footwear & Leather Industry in India is positive. With a

marginal share of 2.44 percent in global trade worth US$ 97.606 billion in

Footwear & Leather Industry, India has a significant potential for higher share,

highlighted the Report on the Sectoral Analysis of the Footwear & Leather Industry in India

titled "The Indian Footwear & Leather Industry: Key Challenges & Opportunities" released by

Confederation Indian Industry (CII) Northern Region.

Mr Adesh Gupta, Chairman, CII Northern Region, while releasing the Report, urged

Government to treat Footwear and Leather industry at par with Apparel industry to generate

large scale employment and to achieve an estimated target of 12 bn $ (7bn $ export + 5 bn $

domestic) trade by the year 2012.

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The Report highlights that India is a noticeable player in the world in the Footwear & Leather

market with its exports growing at 8 percent CAGR.

Multinational companies are looking at India; some of them have already entered India in

different ways. The Government is keen to support industry modernisation and help double

exports by 2010.

However, a heavy dose of investment in manufacturing segment and training facilities is required

to build up a large number of skilled workers and artisans.

Further, to sustain the growth trajectory in the sector, the Report recommends a purposeful

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review of policies to rejuvenate Indian Footwear & Leather Industry.

The specificrecommendations include; recognising Footwear industry at par with the Apparel

Industry, substantial levels of investment in terms of modern machines and rationalisation of

taxes on machinery and inputs, encouraging investment opportunities including FDI, removal of

excise on all those component items that are covered under DFIS (allowing duty free imports of

3 percent of FOB to exporters) policy approach to help build strong country brands in footwear,

strengthening of infrastructure for skilled manpower, design and testing needs and to address raw

material issues

13

RETAIL INDUSTRY
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Retailing in India

Retailing is one of the pillars of the economy in India and accounts for 35% of GDP.[1]

The retail industry is divided into organised and unorganised sectors. Over 12 million outlets

operate in the country and only 4% of them being larger than 500 sq ft (46 m2) in size. Organised

retailing refers to trading activities undertaken by licensed retailers, that is, those who are

registered for sales tax, income tax, etc. These include the corporate-backed hypermarkets and

retail chains, and also the privately owned large retail businesses. Unorganised retailing, on the

other hand, refers to the traditional formats of low-cost retailing, for example, the local kiana

shops, owner manned general stores, paan/beedi shops, convenience stores, hand cart and

pavement vendors, etc. [2]


14
Most Indian shopping takes place in open markets and millions of independent grocery shops

called kirana. Organized retail such supermarkets accounts for just 4% of the market as of 2008.
[3]
Regulations prevent most foreign investment in retailing. Moreover, over thirty regulations

such as "signboard licences" and "anti-hoarding measures" may have to be complied before a

store can open doors. There are taxes for moving goods to states, from states, and even within

states.[3]

The Indian Retail Market

Indian market has high complexities in terms of a wide geographic spread and distinct consumer

preferences varying by each region necessitating a need for localization even within the

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geographic zones. India has highest number of outlets per person (7 per thousand) Indian retail

space per capita at 2 sq ft (0.19 m2)/ person is lowest in the world Indian retail density of 6

percent is highest in the world. (9) 1.8 million households in India have an annual income of

over 45 lakh(10) Delving further into consumer buying habits, purchase decisions can be

separated into two categories: status-oriented and indulgence-oriented. CTVs/LCDs,

refrigerators, washing machines, dishwashers, microwave ovens and DVD players fall in the

status category. Indulgence-oriented products include plasma TVs, state-of-the-art home theatre

systems, iPods, high-end digital cameras, camcorders, and gaming consoles. Consumers in the

status category buy because they need to maintain a position in their social group. Indulgence-

oriented buying happens with those who want to enjoy life better with products that meet their

requirements. When it comes to the festival shopping season, it is primarily the status-oriented

15 segment that contributes largely to the retailer’s cash register. (11)

The break-up of organized retailing sales into various product categories (12)

Books, Music & Gifts: 3% Mobile Handsets: 3% Clothing & Textile: 39% Food & Grocery:

11% Consumer Durables: 9% Footwear: 9% Furniture & Furnishings: 8% Catering Services: 7%

Jewellery & Watches: 7% Others: 4%

Major Indian Retailers

Indian apparel retailers are increasing their brand presence overseas, particularly in developed

markets. While most have identified a gap in countries in West Asia and Africa, some majors are

also looking at the US and Europe. Arvind Brands, Madura Garments, Spykar Lifestyle and

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Royal Classic Polo are busy chalking out foreign expansion plans through the distribution route

and standalone stores as well. Another denim wear brand, Spykar, which is now moving towards

becoming a casualwear lifestyle brand, has launched its store in Melbourne recently. It plans to

open three stores in London by 2008-end. (13)

The low-intensity entry of the diversified Mahindra Group into retail is unique because it plans

to focus on lifestyle products. The Mahindra group is the fourth large Indian business group to

enter the business of retail after Reliance Industries Ltd, the Aditya Birla Group, and Bharti

Enterprises Ltd. The other three groups are focusing either on perishables and groceries, or a

range of products, or both. (14)

• Vivek Limited Retail Formats: Viveks, Jainsons, Viveks Service Centre, Viveks Safe

Deposit Lockers
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• REI AGRO LTD Retail-Formats:6TEN Hyper & 6TEN Super

• RPG Retail-Formats: Music World, Books & Beyond, Spencer’s Hyper, Spencer’s Super,

Daily & Fresh

• Pantaloon Retail-Formats: Big Bazaar, Food Bazaar, Pantaloons, Central, Fashion

Station, Brand Factory, Depot, aLL, E-Zone etc.

• The Tata Group-Formats: Westside, Star India Bazaar, Steeljunction, Landmark, Titan

Industries with World of Titans showrooms, Tanishq outlets, Chroma.

• K Raheja Corp Group-Formats: Shoppers Stop, Crossword, Hyper City, Inorbit

• Lifestyle International-Lifestyle, Home Centre, Max, Fun City and International

Franchise brand stores.

• Pyramid Retail-Formats: Pyramid Megastore, TruMart

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• Nilgiri’s-Formats: Nilgiris’ supermarket chain

• Subhiksha-Formats: Subhiksha supermarket pharmacy and telecom discount chain.

• Trinethra- Formats: Fabmall supermarket chain and Fabcity hypermarket chain

• Vishal Retail Group-Formats: Vishal Mega Mart

• BPCL-Formats: In & Out

• Reliance Retail-Formats: Reliance Fresh

• Reliance ADAG Retail-Format: Reliance World

• German Metro Cash & Carry

• Shoprite Holdings-Formats: Shoprite Hyper

• Paritala stores bazar: honey shine stores


17
• Aditya Birla Group - more Outlets

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COMPANY
18
PROFILE

The Group

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

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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.

19 All the Companies are under the supervision and control of the same management, thereby

making its recognition as the “GHARI GROUP”.

ROHIT SURFACTANT PVT. LTD DIVISIONS

1. SOAP & DETERGENT DIVISION

2. LEATHER DIVISION

3. RETAIL DIVISION

4. REAL ESTATE

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Group Vision & Outlook
20

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

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cost effectively.

To avoid double taxation and transport cost group has established their production units

and depots in different locations across the country.

21 SOAP &
DETERGENT
DIVISION
Page 21
SOAP AND DETERGENT DIVISION

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

22 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%.

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

its commitments towards the nation & society.

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PRODUCT PROFILE
Ghari Detergent Cake

Sizes MRP

350g : Rs. 15.00


220g : Rs. 10.00
160g : Rs. 07.00
110g : Rs. 05.00

23 65g : Rs. 03.00


45g : Rs. 02.00

Ghari Detergent Powder

Page 23
Sizes MRP
1Kg : Rs. 36.00
525g : Rs. 20.00
255g : Rs. 10.00
110g : Rs. 05.00
17g : Rs. 01.00

Premium Detergent

Sizes MRP
24 1Kg : Rs. 80.00
500g : Rs. 40.00
75g : Rs. 05.00
22g : Rs. 02.00
12g : Rs. 01.00

Hygiene Dish Bar

Page 24
Sizes MRP
370g : Rs. 17.00
250g : Rs. 12.00
205g : Rs. 10.00
100g : Rs. 05.00

Bathing Soap

25 Sizes MRP
100g : Rs. 10.00
45g : Rs. 05.00

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26

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LEATHER
DIVISION
27

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28

Red Chief is one of the leading footwear brand in India,

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manufacturing high quality genuine leather footwear at unbeatable

price.

Red Chief is one of the leading footwear brand in India,

manufacturing high quality genuine leather footwear at unbeatable

price.

Quality Policy

We trust in the ideology of "Value for Money". It has been our guiding principle to deliver high

quality shoes at affordable prices, which is unmatchable by any of our competitors.

Each of our products incorporates the highest standards of quality achieved through stringent
29
quality control by adopting latest technologies, rigorous testing of raw materials, continuous on-

process monitoring , battery of post assembly checks and commitment of our employees to

achieve quality standards. Our products meet all relevant international standards and regulations.

An urge to give even better product to the customer keeps us engaged with constant quality up-

gradation. Experimenting with new ideas in technology and design, an in-house research and

development cell equipped with the most advanced tools ensures a constant flow of new ideas

and breakthroughs.

Philosophy

Our company's corporate philosophy can be expressed in one sentiment "Customer Delight"- by

providing products of the highest quality within an economical and affordable price range. Total

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consumer satisfaction is the most important component we pack into all our products and

absolute consumer confidence is our biggest reward.

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.

SOCIAL COMMITMENT

The company displays high level of social commitment by active participation in social welfare
30
activities. All packing material used for packing footwear and finished leather is recyclable and

environment friendly. The tannery at Ghari Industries Pvt Ltd has one of the modern water

treatment plants to treat effluent water and has high safety standards for workers.

INFRASTRUCTURE

With the most advanced manufacturing facilities spread over 6000 sq. mtrs, Red Chief has been

consistently meeting the requirement of its customers.

Red Chief has state - of - the art production facilities to manufacture 2000 pairs of shoes per

day. The complete vertically integrated infrastructure, all under one roof gives us the huge edge.

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The complete in house manufacturing capabilities include upper stitching and injection moulding

machines. If required production capacity can be increased up to 3000 pairs a day.

The facilities are fully networked for the smooth flow in the assembly line. The emphasis on

quality is not compromised at any level and under any circumstances. To ensure this, rigorous

controls and checks have been implemented in every stage right from the acquisition of raw

material to the finished products. The company keeps abreast with the latest shoe manufacturing

technology. Many machines in the footwear and Leather Division are imported from countries

like Italy, Germany, Czech Republic and some other European Countries.

Ad. Campaign
31
Since 1997 'Red Chief' has

come and long way and has

established itself as a major

brand in the Indian footwear

market manufacturing designer

shoes, formal shoes,

casualshoes, boots, etc., with

the brand proposition 'naturally

its leather'. A lot of effort and

hard work has been put into the

brand since that time besides

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consistency in the product

quality; high quality

advertisement has also helped

the brand promotion.

The main media in use for advertisement of Red Chief are newspapers and magazines. Besides

this, intensive outdoor advertisements like billboards, poster panels, side hoardings, vehicle

and also wallscapes are used as a medium of advertisement.

All the outdoor venues for advertisement

and carefully picked to maximise the effect

of the ad on the potential customers.

Besides this at Red Chief we also give a lot

32 of importance to in-store advertising, the

retailers are provided with a lot of

promotional advertisement stuff, like

hangings, posters, display racks, electric

boarding and also stationary with Red Chief

printed on it. Frequent television

advertisements also support the main

media.

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Contact Details

Ghari Industries Pvt Ltd

(Footwear & Leather Division)

Regd. Office: 117 / H-2 / 202,

Pandu Nagar, Kanpur-208005 (U.P.) India.

33 Work : 198-B, Dada Nagar, Kanpur-208022 (U.P.) India.

Tel. :- +91-512-2241749 / 2296186

Fax :- +91-512-2241750

E-mail: info@redchief.co.in

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34
RETAIL
INDUSTRY

Page 34
GODOWN SHOE WORLD (Product Profile)

Ghari Industries Pvt. Ltd.(Leather & Footwear Division) a global player in leather exports, is

planning a Rs. 100 crore investment drive to diversify into related businesses including company

owned retail stores named Godown Shoe World a ladies shoe factory and a leather upholstery

tannery.

Red Chief is engaged in manufacturing and marketing footwear and accessories in the domestics

and the international market. The company clocked revenues of Rs. 2.56 billion as on 31st March

2006, of which 88 percent came from its principal revenue channel – footwear business. The
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company’s brands Red Chief have received international recognition for quality, styling,

durability and outsourcing requirements of its total revenues are derived from exports.

On the retail concept Red Chief opened owned showroom outlet’s named Godown Shoe World.

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GODOWN SHOE
WORLD

104A/210A P. ROAD RAMBAGH PH:- 0512-


1:- P ROAD KANPUR 2554149

119/72 D&E NASEEMABAD GUMTI NO 5 PH:-0512-


2:- GUMTI KANPUR 2242511
36

194/A/155 GOVIND NAGAR PH:-0512-


3:- GOVIND NAGAR KANPUR 2652117

SHOPNO 7CHANDER MARKET ALAMBAGH PH:-0522-


4:- LUCKNOW 2461957

195/1 CINEMA ROAD


5:- HARDOI HARDOI

MAINPUR 149 KARHAL ROAD BADA CHAURAHA PH:-


6:- I 05672237089

RAM BAZAAR TIKUNIA ETAWAH PH:-


7:- ETAWAH 05688-259835

SENAPATI MORE KIRANA PH:-05692-


8:- FARRUKHABAD BAZAAR 227027

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198PLOTNO4 GHANDHI NAGAR UNNAO PH:-
9:- UNNAO 0515-2823552

41,CHAMANGANJ TANDON ROAD SHIKRE BAZAAR PH:-


10:- JHANSI 0510-2447209

SHOP NO 256 PARDEVAN PURWA, LAL


11:- LAL BANGLA BANGLA

110 AKASHDEEPCOMPLEX MAIN


12:- LAKHIMPUR ROAD,
NEAR:-KOTWALI HARWAN
GANJLAKH

MOHALABAZAAR KHUBCHAND DISPENCERY ROAD


13:- CHANDAUSI BADA BAZAAR
37

STATION RAOD PALIA KALA DIS KHIRI SURESH CHANDRA


14:- PALI GUDWALE KE SAMNE

175/69/303,J.P ROAD MOHALLA MASJID


15:- PILIBHIT PATHANI
NEAR:-S.B,I

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38
INTRODUCTION

OF

TOPIC
Page 38
MARKET RESEARCH AND SALES PROMOTION

Sales promotion is one of the most important and essential part for any industry.Sales

promotions is done through deferent channels like:

39 1. Print Media

2. Electronic Media

3. Kheosks

4. Banners

5. Dealers & Retailer taken into consideration

Marketing Research in Practice

Programmatic Research

Develops market options through market segmentation, market opportunity analysis, or

consumer attitude and product usage studies

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Selective Research

Tests different decision alternatives such as new product concept testing,

advertising copy testing, pretest marketing, and test marketing

Evaluative Research

Evaluation of performance of programs

Information System

A continuing and interacting structure of people, equipment, and procedures, designed to

gather, sort, analyze, evaluate, and distribute pertinent, timely, and accurate information to

decision makers.

40

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41

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RESEARCH

–AN
42

OVERVIEW
 Marketing Research, a critical part of Marketing Intelligence helps by providing

accurate, relevant and timely (ART) information

Marketing Research in Practice

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Programmatic Research

Develops market options through market segmentation, market opportunity analysis, or

consumer attitude and product usage studies

Selective Research

Tests different decision alternatives such as new product concept testing,

advertising copy testing, pretest marketing, and test marketing

Evaluative Research

Evaluation of performance of programs

Information System

43 A continuing and interacting structure of people, equipment, and procedures, designed to

gather, sort, analyze, evaluate, and distribute pertinent, timely, and accurate information to

decision makers.

Databases

Contain 3 types of information:

 Recurring day-to-day information

 Intelligence relevant to the future strategy of the business

 Research studies that are not of a recurring nature

RESEARCH OBJECTIVE

• To gain familiarity with a phenomenon or to achieve new insights into it

• To plan for the near future accordingly

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• To take some corrective actions with the present working condition

SAMPLING DESIGN

Universe

In this research work, while studying the consumer satisfaction, the entire Kanpur city is

44 taken as the Universe. The universe is finite in nature.

Sampling Unit

Sample unit is taken individual Shopkeepers in Kanpur city.

Source List

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

the data was collected from them.List of various areas are as follows:

1. Kidwai Nagar

2. Govind Nagar

3. P.Road

4. Gandhi Nagar

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5. Prem Nagar

6. Sisamau Market

7. Chamanganj

8. Bekanganj

Sample Size

Sample Size

Sample size was 100 shopkeepers in the Kanpur City.

Budgetary Constraints

45
Keeping in mind the budget our sample size was restricted to 100 respondent only.

Sampling Techique

Sampling Techique adopted was Random Sampling.

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46

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ANALYSIS &

INTERPRETATION

47
OF DATA
ANALYSIS & INTERPRETATION OF DATA

Awareness of Xpert Dishwash Bar


Yes 70
No 30

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Availability of Xpert Dishwash Bar

Yes 45

No 55
48

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Customer Awareness with Xpert Dishwash Bar (out of 100
who said Yes)
Yes 28
No 44
Can'tSay 28

49

Is Price
Reasonable
6
Yes 8
2
No 0
1
Can'tSay 2

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Quality of Xpert
Dishwash bar
4
agree 4
3
50 somewhat agree 5
somewhat 1
disagree 8
completely
disagree 3

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Average monthly selling of Xpert
Dishwash bar
<2 cartoon 12
2 to 5 cartoon 49
6 to 10 cartoon 23
above 10 16

51

Average selling of each Xpert


Dishwash bar
Rs 5 26
Rs 10 58
Rs 17 4
Rs 36 12

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52

Do you sell this product as per the


customers demand?
Yes 26
No 74

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Do you suggest customers for Xpert
dishwash bar?
Yes 78
No 22

53

Are you getting good amount of margin in


comparision to other products?
Yes 61
No 39

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54 Sale of dishwash bar
Vim 47
Nip 21
Xpert 14
Local 18

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Purchasing power of the customer acc to
their income group

Higher 52
Middle 39
lower 9

55

With the Product delivery system you


are
1
Happy 2
6
somewhat happy 3
1
somewhat unhappy 7
completely unhappy 8

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Suggestions regarding Xpert dishwash bar

• Increase sales promotion

• Increase Advertisement

• Increase Free Sampling

• Provide Scheme

• Change Packing

• Others (Venus Stickers,posters,hangout)

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FINDINGS

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FINDINGS

I. Xpert dishwash bar has got a very good brand image.

II. Xpert dishwash bar has got good Oil Stain removal power.

III. Xpert dishwash bar’s awareness is very good in the market.

IV. Colours of Xpert dishwash bar is average in nature.

V. Advertisement is not properly done of Xpert dishwash bar.

VI. Shopkeeper generally don’t agree to put it on counter

VII.New product is available but sale is less.

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VIII.Availability of Xpert dishwash bar is average.

IX. Advertisement of Xpert dishwash bar is seen by them more on Electronic mediain

comparison to Print media.

X. Satisfaction level ranges from 55% to 80%.

XI. More of the people are using other brands like Vim etc.

XII.Suggestions given for better packaging of all Ghari products.

XIII.In minority people area in spite of using dishwash bar they like to use Low cost detergent

with burn ashes.

XIV.XPERT’S melting rate was too high.

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SUGGESTIONS
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SUGGESTIONS

1. To use more branding efforts.

2. Colour of Xpert bar is not that attractive ,it should be more like in lemmon colour.

3. Colour of packet to be change.

4. Promotion of the Xpert bar should be done under brand name of Ghari Group of Products

because of the brand image of Ghari.

5. Make the availability of the product in market .

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6. More emphasis should be done advertising and brand promotion.

7. Xpert bar to be more scented so that dishes should not have the washing cake’s smell.

8. To make availability of all other product to the dealer’s so as to be remain in the market.

9. To be prepare with the other major competitor.

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LIMITATIONS

LIMITATIONS
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1. Due to the time constraine not all the areas have been covered in Kanpur.Hence the

respondents of some localities could not be coverd.

2. Some people are suspicious about thesurvey and they refused to disclose their identity

and answering the questions.

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

questions.

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

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63

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SWOT

ANALYSIS
64

Page 64
SWOT ANALYSIS

STRENGTHS—:

1. Brand image of ghari detergent & cake.

2. Covering 18 states.

3. Leading company.

4. Turn over 17000 crore pa.

WEEKNESSESS--:

1.Not flexible policy.

2. Low advertisement.
65
3. Low promotion of new product.

4. High consumption and less production.

OPPORTUNITY--:

1. They have to cover rest of the state uncovered.

2. Brand expansion..

3. Govt. policy is accordingly

THREATS--:

1. Competition with other product as HUL.

2. Low rate of production.

3. Rate increasing of rough material.

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4. Less margin for distributor.

CONCLUSION

1. As for as the entire project is concern GHARI has got a very good brand image into the

market.

2. In detergent section detergent and cake had captured the major section of the market.

3. Xpert bar is another promising product by Ghari Group.

4. In some areas Xpert bar is better than the other competitors.

5. Attributes of Xpert bar is really convincing.

6. GHARI group has a very good market image it need to pay a little more attention to

penetrate the new market segment like in the bath Soap and Dishwash bar segment.

7. GHARI group has a very good market image it need to promote other products under the
66
brand name of GHARI group because the Ghari users are loyal to the company.

8. People hesitate to purchase a new product.It will help them to purchase a known brand.

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67

BIBLIOGRAPHY

Page 67
BIBLIOGRAPHY

MARKETING MANAGEMENT BY PHILIP KOTLER


RESEARCH MEATHODOLOGY BY C.R.KOTHARI
RESEARCH MEATHODOLOGY BY KUMAR & DAY

WEBSITES:

www.gharidetergent.co

www.redchief.co.in
68

www.google.com

Page 68
ANNEXURE

ROHIT SURFACTANTS PVT. LTD.

Research for XPERT Dishwash Bar

Shop’s Name___________________ Shopkeeper’s Name:_____________________

Location:________________________________________________________________

Contact No.___________________

Research Objective: To know about the product awareness in the market and customers

expectations for the brand XPERT Dishwash Bar

Research Questionnaire:
69
1. Are you aware of XPERT Dishwash Bar?

(a)Yes (b)No

2. Do you have XPERT Dishwash Bar?

(a)Yes (b)No

If No why?

_____________________________________________________________________

3.How many other dishwashbar you are aware with?name them.

_____________________________________________________________________________

_4.Is customer also aware about XPERT Dishwash Bar?

(a)Yes (b)No (c)can’t say

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5.Is the price reasonable?

(a)Yes (b)No (c)can’t say

6. Quality of Xpert Dishwash bar according to you ?

(a) agree

(b) somewhat agree

(c) somewhat disagree

(d) completely disagree

7.What is your average monthly selling of Xpert Dishwash bar?______________________

8. Average selling of each Xpert Dishwash bar.

70 (a) Rs. 5______ (b) Rs. 10___________ (c) Rs. 17________ (d) Rs. 36_________________

9. Do you sell this product as per the customers demand?

(a)Yes (b)No

10.Do you suggest customers for Xpert dishwash bar?

(a)Yes (b)No

11.Are you getting good amount of margin in comparision to other products?

(a)Yes (b)No

12.Which Dishwash do you sell more? Give the name in sequence.

_________________________________________________________________________

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13. Purchasing power of the customer acc to their income group.

(a)Higher (b) middle (c) lower

14. With the Product delivery system you are

(a) Happy (b) somewhat happy

(c)somewhat unhappy (d) completely unhappy

15.Suggestions regarding Xpert dishwash bar if any

……………………………………………………………………………………………………

……………………………………………………………………………………………………

…………………………………………………………………………………………………

Date………………….. Signature

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