Mysore Sandal

5434 Words22 Pages
SUBMITTED TO – PRABU DOSS K

2010
MMA – MYSORE SANDAL SOAP

SUBMITTED TO – PRABU DOSS K

XIME

SUBMITTED TO – PRABU DOSS K

SUBMITTED TO – PRABU DOSS K
Submitted by:
Aravindhan - 18
Charumathi -28
Amrutha Gadag - 37
Gaganpreet kaur - 38
Hariharan - 42

Table of Contents
Executive Summary……………………………………………………………………………………….......3
Introduction……………………………………………………………………………………………………4
Objectives……………………………………………………………………………………………………..4
Situation Analysis……………………………………………………………………………………………..4
Industry Analysis……………………...…………………………………………………………….4
Competitor Analysis……….………………………………………………………………………5
Company Analysis…...……………………………………………………………………………..6
SWOT Analysis……………………………………………………………………………………………….7
Market
…show more content…
Rural consumers in India constitute 70% of the population. Rural demand is growing as the awareness to health and sanitation, and with more soap brands being launched also in the discount segment targeting the lower socio-economic strata of consumers. Source???
Mysore Sandal built up its brand image by emphasizing Indian legacy, cultural heritage, using different brand building tools. Mysore Sandal Soap acquired the reputation of the only soap brand in the world that uses 100% Sandalwood oil. KSDL, the manufacturer of Mysore Sandal brand chose an emblem “Sharabha” which has a mythological significance. Mysore Sandal brand was built using advertising, sales promotion and celebrity endorsements.
Objectives
* To understand the current scenario of the industry and its growth prospects. * To analyze the firm (KSDL) and its marketing agenda pertaining to our product (Mysore Sandal) * To come up with the plan for the next one year which the firm may adopt to incresase sales and market share.

Situation Analysis

Industry Analysis:
Toilet soap industry in India has variety of consumers, diversified in the aspects of buying capacity and geography, which leads to high degree of fragmentation and hence gives rise to extensive competition among the players. We have both national and global players dominating the market while the small players have limited themselves to mostly regional reach. Some of the large players in the market are HUL,
Get Access