Chapter 4.

Company Profile

O HRD/ Time Office: Maintenance of documents i.e. periodical returns submitted

to Employment Exchange, Maintenance of documents in respect of SC/ST employees,
Maintenance of documents in respect of Backward Classes and Minorities, Maintenance
of documents in respect of Women's Grievance Redressal Committee, Maintaining
Circulars files. Leave Registers, Stores & House Keeping, Personal files of all employees.
Performance Appraisal of each employee. Property Returns, Maintenance of documents
relating to court cases and enquiry proceedings and related matters. Maintenance of Truce
Agreement Files, Maintenance of Agreement Files relating to Security Agencies and
House Keeping, and Training Documents.
O Marketing Department: Customer Complaint Register, Customer Feed Back
Register, Maintenance of monthly sales details of all Branches, Maintenance of Rental
Agreements of the Branches, Maintaining Documentation in coimection with
Consignment Sales, Maintenance of Documents in coimection with Registration of
Branches under Shops and Establishment Act, Approved Price list document, Details of
various schemes currently operated, Sales Day Book, Stock Ledger, and Consignment
Memos.
Table 4.1 KS&DL Branch Address
1) Karaataka Soaps 8c Detergents Ltd, 5) Kamataka Soaps & Detergents Ltd
No. 310, 6* Main Seven Star Building, II Floor,
18 Cross,, Malleswaram, No.A-80 3'' ^ Avenue, Aima Nagar
BANGALORE 560 055. CHENNAI600 102
2) Kamataka Soaps & Detergents Ltd 6) Kamataka Soaps & Detergents Ltd
8/33, II Floor, Satbhruwan 54-187/5, M.G. Road
School Marg, W.E.A., Karol Bagh, SECUNDERABAD 500 003
NEW DELHI 110 005
3) Kamataka Soaps & Detergents Ltd 7) Kamataka Soaps & Detergents Limited,
154, Harish Mukherj ee Road, PB 7005,12/274B 1'' Floor,
CALCUTTA 700 025 Dnyan Sagar, (Pinto Villa)
RSK Bole Road, Dadar (West),
MUMBAI400 28
4) KSDL, Sandal Wood Oil Division 8) KSDL Duty Paid Godown
Manandawadi Road, P B . 6,SHIM0GA
MYSORE - 570 008
Source: Company Brochure
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4.5 MARKETING MIX STRATEGIES OF KS&DL

4.5.1 Product strategies of KS&DL
KS&DL has five product lines. They are Soaps, Detergents, Cosmetics,
Sandalwood & Sandal Oil, and finally Agarbathies.
All the product lines have a series of products and offered in different sizes.
Toilet Soaps
H Mysore Sandal Soap s :6 In 1 Gift Pack B:iJasmine Soap
gj Mysore Sandal Classic Soap m:3 In 1 Gift Pack nCarbolic Soap
n Mysore Rose Soap eMysore Sandal Gold Soap EajWave Turmeric Soap
OiMysore Herbal Care a:Mysore Sandal Baby Soap eLavender Soap

Incense Sticks:
We offer high quality Incense Sticks that apart from spreading fragrance delivers peace
and tranquility. They create an atmosphere of solace when used.
Talcum Powders
We offer Talcum Powders that are refreshing and give a cooling effect. Thefiragrancelast
for long. The categories available are:-
s Mysore Sandal Talc, E?Mysore Sandal Baby Talc
Detergents
Based on quality, safety and performance, we offer detergents that apart fi'om whitening
the cloth, provides a mild and soothing fragrance to it. They are available in:-
B Mysore Detergent Powder e Mysore Detergent Cake
SandalwoodOil
We offer Sandalwood oil with therapeutic and beauty enhancing properties. Our
sandalwood oil reduces tension, relieves skin problems and also softens the skin.

a;Mysore Sandalwood Oil

Liquid Soap
We offer Liquid Soap with fi'eshening and moisturising properties. These not only
moisturise the skin but also soften them.
B .'Wave Duo Liquid Body Wash a :Wave Herbal Wash

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O Toilet Soaps
Mysore Sandal Soap {Available in 17gm, 75gm. & 125gm.): Mysore Sandal Soap
contains sandalwood oil fragrance which has excellent antiseptic properties for
complexions, soothes prickly heat & other skin rashes too. The Mysore Sandal soap of
KS&DL is probably the only soap in the world with pure natural sandalwood oil distilled
from the best trees of South India.
Mysore Sandal Bath Tablet Trio {Available in 150gm. X3 Nos.): Contains pure
natural Mysore Sandal wood oil along with skin conditioners and moisturizers. The all
time favorite Mysore Sandal soap, the beauty secret of millions, gift packed in a set of 3
bath tablets.
Mysore Sandal Bath Tablet {Available in ISOgm.): The original sandal soap
which is still the favorite for its gentle, soothing qualities and fragrance, keeps the skin
glowing, soft, blemish free, forever young and beautifiil.
Mysore Sandal Gold {Available in 75gm. &
I25gm.): The glamorous entrant to the sandal family,
the result of intensive research by the company to
bring out the best soap in the country. Mysore Sandal
Gold is made with pure sandalwood oil, almond oil,
lanolin and moisturizer. The soap keeps the skin
blemish-free bringing a radiant glow to the skin.
Mysore Sandal Classic Soap {Available in
75gm.): This soap contains skin conditioners,
moisturizers and pure natural sandal wood oil based
fragrance with therapeutic & antiseptic properties
which nourishes the skin, making it soft, smooth &
glowing forever. This is the only soap of its kind
with the careful blend of glycerin and pure natural
sandalwood oil, to moisturize and nourishes the skin.

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Chapter 4. Company Profile

Mysore Jasmine Soap {Available in

ISOgm.y. This soap is made out of pure vegetable oil
base with exotic jasmine fragrance along with skin
moisturizers to keep the skin soft and beautiftil.

Mysore Lavender Soap (Available in

]50gm.): This soap is made of pure vegetable oil
base blended with natural Lavender fragrance added
with skin conditioners, which keeps the skin young
and fresh.

Mysore Sandal Rose Soap {Available in

lOOgm. & 125gm.): This soap contains the dew-drop

1m ^

jL^fl wi^A
freshness of just plucked roses captured in soap form
to give a feeling of a shower with rose petals. The
dew drop freshness of just plucked roses captured in

^j
B soap form, to give a feeling of a shower with rose
petals. Ingredients:- Super max grade talc. Titanium
Dioxide, Tetra sodium. Rose Perfume, Cos colour
and silicon.

3-In-l Gift Pack {Available in 150gm. X 3

Nos.): The luxury bath soaps with the traditional
fragrances of natural Sandal, Jasmine and Rose,
specially gift-wrapped in one single pack for family
use for all occasions and for all customers.

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6-in-l Gift Pack {Available in I50gm. X 6

Nos.y. The ideal gift of six fi^agrances of natural
Sandal, Jasmine, Classic, Special Sandal, Rose and
Lavender, in an aesthetically designed and gift-
wrapped, n a re-usable plastic container.

Mysore Sandal Gold Sixer (Available in

]25gm. X 6 Nos.y. The super premium soap in an
attractive re-usable plastic container. A treasured gift
that leaves a lasting impression.

Mysore Sandal Baby Soap {Available in

75gm.y. This soap has natural Mysore sandal wood
oil, enriched with moisturizers and almond oil which
keeps the baby skin blemish-free and lessens the
chances of a nappy rash.

Wave Turmeric Soap {Available in 75gm.

lOOgm. & 125gm.y. The new generation soap made
out of pure vegetable oil with ingredients like
Turmeric, Sandal and Almond oil which offer
Freshness, Fragrance and Fairness (F-3 factor).

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Mysore Carbolic Soap (Available in

150gm.): This has antiseptic and germicidal
properties, with good cleansing action.

Mysore Sandal Herbal Care (Available in

15gm. 75gm. & lOOgm): This soap is made out of
pure vegetable oil base added with skin conditioners,
anti-bacterial agents blended with concept of 19
aroma therapy essential oils to treat the skin.

O Liquid Soaps

Wave Herbal Liquid Hand Wash (Available in

200ml, 500ml): This is a hand wash blended with
mixed surfactants added with 19 natural essential oil
perfiime and containing aloe Vera, conditioners and
moisturizers to give soothing effect for a gentle and
soft hand.
Wave Liquid Body Wash (Available in 200ml,
500ml): The body wash is specially made with
moisturizers, skin conditioners, aloe vera conditioners,
to ensure the skin has natural moisture balance, and to
rejuvenate the skin. This exclusive product is
presented in two fragrant variants of enriched natural
Sandal and Rose.

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Chapter 4. Company Profile

O Detergents

Mysore Detergent Powder

High quality detergents with well balanced
formulation of active matters and other builders.

Mysore Detergent Cake

O Cosmetics

Mysore Sandal Talc (Available in, 50gm. lOOgm. &

SOOgm.y In convenient and pretty packs, the talc is the
1 .^ right remedy for prickly heat and keeps one fresh and
1 fragrant all day long.
Mysore Sandal Baby Talc {Available in 50gm. &
lOOgm.y. This talc is specially formulated to protect
baby's tender skin from nappy rash and other skin
irritations.

O Sandal wood and Sandal oil

Sandalwood It is a small, graceful shrub/tree with part

parasitic feeding habits with yellow to maroon flowers. It
has fragrant wood. The heartwood is used, as well as the
essential oil extracted from it. It is considered a cooling
and calming aromatic herb, with astringent,
INDIAN RED SANC€R3 VVOOO
iPTeROCARPUS SANTALMUS) antispasmodic, digestive, diuretic, analgesic and

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antiseptic properties. Proper Mysore sandalwood oil is

extremely expensive, although a variety of cheaper
sandalwood essential oil is also on the market.
Sandalwood Oil Sandalwood oil has therapeutic and
beauty enhancing properties which were recognized and
have found mention in our epics and ancient texts like
the 'Nirukta' (a Vedic commentary of 5 BC), Patanj all's
'Mahabhasya'(100 BC), Kautilya's "Arthashastra"(200
BC) and in the Ramayana and Mahabharata.
Properties of sandalwood oil:
Promotes hydration and moisture, preventing wrinkles
Softens and soothes the skin
Effective in relieving dehydrated skin - making it great for anti-ageing skincare
Relieves itching and inflation of the skin
Acts as an astringent which has great toning effect on the skin
Fights oily skin conditions
Prevents the skin from forming ugly scars and fights dry eczema and skin cancer
Fragrance creates a calming and harmonizing effect
Reduces tension and confusion

O Agarbathies are an essential part of all auspicious occasions, spreading a divine

fragrance that calms the mind and lifts the spirits. KSDL's agarbathi portfolio includes the
inimitable collection of typical fragrances. Every Agarbathi is hand-rolled to perfection.
Using a traditionally blended paste made from the best ingredients to provide a soothing
fragrance throughout the day.
Exotic Agarbathies are available in wide
range of fragrances for all preferences. They are
Chandan, Rose, Jasmine, Mysore Sandal Premium,
Bodhisattva, Sir MV 100, Nagachampa, Suprabhatha,
Parijatha & Meditation.

p Mysore Sandal Premium - with more powerful sandal fragrance.

p Mysore Sandal Regular - with the exotic fragrance of pure Sandalwood oil.
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p Mysore Rose - with the essential oil of rose.

p Mysore Jasmine - with the fragrance closes to Jasmine flowers.

4.5.2 Pricing strategies Of KS&DL

KS&DL adopts the simplest methods of pricing, the cost-plus pricing for all its
product lines. The cost includes expenses like material, logistics, selling, promotions,
other overheads and lastly, the trade margins. The selling price is calculated on the basis
of. Selling Price = Total cost + Profit. The selling prices of all the products are very
competitive with no compromise on the quality. There would always be some allowance
for discounts to adjust to the market pressures. Therefore, a company follows cost +
pricing, competitive pricing, market oriented pricing, in marketing its product.
These strategies are followed according to the situations.
1. Competition-based pricing Setting the price based upon prices of the similar
competitor products. Competitive pricing is based on three types of competitive
product:
• Products have lasting distinctiveness from competitor's product. Here we can
assume a) The product has low price elasticity, b) The product has low cross
elasticity and c) The demand of the product will rise.
• Products have perishable distinctiveness from competitor's product, assuming the
product features are medium distinctiveness.
• Products have little distinctiveness from competitor's product assuming that:
a) The product has high price elasticity, b) The product has some cross elasticity,
and c) No expectation that demand of the product will rise.
2. Cost-plus pricing
Cost-plus pricing is the simplest pricing method. The firm calculates the cost of
producing the product and adds on a percentage (profit) to that price to give the selling
price. This method although simple has two flaws; it takes no account of demand and
there is no way of determining if potential customers will purchase the product at the
calculated price. Price = Cost of Production + Margin of Profit.
3. Market-oriented pricing
Setting a price based upon analysis and research compiled from the targeted
market. Also with the cost price.

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4. Penetration pricing
The price is deliberately set at low level to gain customer's interest and
establishing a foot-hold in the market.
5. Price discrimination
Setting a different price for the same product in different segments to the market.
For example, this can be for different ages or for different opening times, such as cinema
tickets. Market orientated pricing is also a very simple form of pricing used by very new
businesses. What it involves is, setting the price of your product/service according to
research conducted on your target market.
6. Premium pricing
Premiimi pricing is the practice of keeping the price of a product or service
artificially high in order to encourage favourable perceptions among buyers, based solely
on the price. The practice is intended to exploit the (not necessarily justifiable) tendency
for buyers to assume that expensive items enjoy an exceptional reputation or represent
exceptional quality and distinction.
7. Marginal-cost pricing
In business, the practice of setting the price of a product to equal the extra cost of
producing an extra unit of output. By this policy, a producer charges, for each product unit
sold, only the addition to total cost resulting from materials and direct labour. Businesses
often set prices close to marginal cost during periods of poor sales. If, for example, an
item has a marginal cost of $1.00 and a normal selling price is $2.00, the firm selling the
item might wish to lower the price to $1.10 if demand has waned. The business would
choose this approach because the incremental profit of 10 cents fi-om the transaction is
better than no sale at all.
Table: 4.2
Price List Of KS«&DL

SI. Product MRP/Unit MRP/CB

Product Name
No. Code (Rs.) (Rs.)

SOAPS
1 PROOOl Mysore Sandal Soap - 75gms 23 4600
2 PRO002 Mysore Sandal Soap - 125gms 37 4440
3 PRO003 Mysore Sandal Gold - 75gms 30 2160
4 PRO004 Mysore Sandal Gold - 125gms 50 1800

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Chapter 4.

5 1 PRO005 1Mysore Sandal Classic - 75gms 22 3168

6 PRO006 Mysore Sandal Classic (Trial) - 75gms 21 3024

7 PRO007 Sandal Bath Tablet (S) - 150gms 45 4050

8 PRO008 Sandal Guest Tablet - 17gms 5 2400

9 PRO009 Mysore Sandal Baby Soap - 75gms 25 1800

10 PROG 10 Gold Sixer-6X 125gms 300 2400
11 PROOll GiftPack-6X150gms 250 3000
12 PRO012 Sandal Bath Tablet (T) - 450gms 130 3900
13 PRO013 Sandal Jasmine Rose (SJR) - 450gms 100 3000
14 PRO014 Mysore Rose Soap - lOOgms 12 1728
15 PRO015 Mysore Sandal Herbal Care Soap - lOOgms 16 2304
16 PRO016 Herbal Care Guest Tablet - 17gms 2 1080
17 PRO017 Rose Guest Tablet - 17gnis 2 1080
18 PRO018 Mysore Carbolic - ISOgms 13 1404
19 PRO019 Wave Turmeric - lOOgms 16 2304
20 PRO020 Mysore Jasmine Soap - lOOgms 12 1728
21 PRO021 Wave Lime PDS - 75gms 9 1944
22 PRO022 Mysore Washing Half Bar - 250gms 12 720
23 PRO023 Laundry Flakes - 25Kgs 1271 1271
COA/LSUMER OFFERS
1 PRO024 Mysore Sandal Gold - 2 X 125gms - CO 90 1620
2 PRO025 Mysore Sandal Classic - Super Saver ( 2 X 75 gms) 42 3024
3 PRO026 Sandal Jasmine Rose (SJR) - CO 90 2700
4 PRO027 Wave Cologne Soap - 2 X 7 5 gms 22 2376
5 PRO028 Wave Lime - 2 X 75 gms 22 2376
6 PRO029 Wave Lime lOOgm Shuchi Sambrama Kit 12 1728
7 PRO030 Wave Lime lOOgm Shuchi Sambrama Kit (3+1) 48 1728
8 PRO031 Wave Turmeric - 2 X 75 gms 22 2376
9 PRO032 Wave Turmeric - 4 X lOOgms (3+1) 42 1512
10 PRO033 Mysore Rose Soap - 4 X 125gms 48 1152
11 PRO034 Mysore Rose Soap Super Saver - 400gms (3+1) 38 •1368
12 PRO035 Mysore Rose Soap - 3 lOOgms 30 1440

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DETERGENTS
1 PRO036 Mysore Detergent Cake - 150gms 7 700
2 PRO037 Mysore Detergent Cake - 150gms 6 600
3 PRO038 Mysore Detergent Cake - 125gms 5 600
4 PRO039 Mysore Detergent Cake - 250gnis 10 600
5 PRO040 Mysore Detergent Powder - 1 Kg 60 960
6 PRO041 Mysore Detergent Powder - 25 Kgs 1375 1375
7 PRO042 Kleenol - Liquid Detergent 2 Kgs X 8 59 472
8 PRO043 Kleenol - Liquid Detergent 20% AD - 5 Kgs 147.5 147.5
9 PRO044 Kleenol - Liquid Detergent 20% AD - 50 Kgs 1475 1475
10 PRO045 Kleenol - Liquid Detergent 20% AD - 35 Kgs 1032.5 1032.5
11 PRO046 Kleenol - Liquid Detergent 20% AD - 200 Kgs 6100 6100
Kleenol - Liquid Detergent 20% AD - 200 Kgs
12 PRO047 8600 8600
(RBI)
13 PRO048 Sanitiser Powder - 50 Kg 2250 2250
14 PRO049 Rose Liquid Toilet Soap 46 230
15 PRO050 Wave Liquid Hand Wash 200 ml 55 1980
16 PRO051 Wave Liquid Hand Wash 500 ml 100 1800
CO^il\IETICS
1 PRO052 Mysore Sandal Talc - 300gms 75 1800
2 PRO053 Mysore Sandal Talc - lOOgms 35 1260
3 PRO054 Mysore Sandal Talc - 50gms 20 2000
4 PRO055 Mysore Sandal Talc - 20gms 0
5 PRO056 Mysore Sandal Baby Powder - 50gms 18 1800
6 PRO057 Mysore Sandal Baby Powder - lOOgms 30 1440
7 PRO058 Wave Cologne Talc - lOOgms
5.4iViMLWOOD & SANDAL OIL
1 PRO059 Sandalwood Billets - 50gms 400 19200
2 PRO060 Sandalwood Billets - lOOgms 800 19200
3 PRO061 Sandalwood Billets - 200gms 1600 19200
4 PRO062 Sandalwood Billets - 300gms 2400 2400
5 PRO063 Sandalwood Billets - lOOOgms 8000 8000

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6 PRO064 Sandalwood Billets - 3000gms 24000 24000

7 PRO065 Sandlawood Oil - 5gms 1200 14400
8 PRO066 Sandlawood Oil - 9gms 2160 25920
9 PRO067 Sandlawood Oil - 1 Ogms 2400 28800
10 PRO068 Sandlawood Oil - SOOgms 120000 120000
11 PRO069 Sandlawood Oil - lOOOgms 240000 240000
AGARBATHIES
1 PRO070 Mysore Sandal Agarbathi (P) Hex - 20 sticks 12 2880
2 PRO071 Mysore Sandal (3 in 1) - lOOgms 40 4800
3 PRO072 Mysore Sandal (3 in 1) - 21 sticks 12 2880
4 PRO073 Sandal Regular 30 sticks 12 2880
5 PRO074 Sandal Agarbathi (P) (Rect) 9" - 20 sticks 12 1440
6 PRO075 Sandal Agarbathi (Reg) 9" - 20 sticks 12 1440
7 PRO076 Jasmine (Regular) - 30 sticks 12 2880
8 PRO077 Jasmine (Regular) 9" - 20 sticks 12 1440
9 PRO078 Jasmine Roll - 35gms 6 1440
10 PRO079 Jasmine Roll - 70gms 12 1440
11 PRO080 Rose (Regular) - 30 sticks 10 2400
12 PRO081 Rose Agarbathi (Regular) 9" - 20 sticks 12 1440
13 PRO082 Nagachampa Agarbathi - 20 sticks 5 3000
14 PRO083 Nagachampa Agarbathi - 40 sticks 10 3000
15 PRO084 SIRMV 100-100 sticks 20 2400
16 PRO085 SIRMVlOO-lOOgms 22 2640
17 PRO086 Mediatation Hex - 20 sticks 12 2880
18 PRO087 Parijatha Hex - 20 sticks 10 2400
19 PRO088 Suprabatha Hex - 20 sticks 10 2400
20 PRO089 Jasmine Big Agarbathi - 100 sticks 36 4320
21 PRO090 Mysore Sandal (P) Big Agarbathi -100 sticks 39 4680
22 PRO091 Rose Agarbathi Economy -15 sticks 5 1200
Source: KS&DL price list

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4.5.3 Promotional strategies of KS«&DL

From 1973 to 1988, for promoting its products, KS&DL was relying on Mysore
Sales International Limited (MSIL). Since 1989, KS&DL has its own promotion
department. The Indian cricket captain, Mahendra Singh Dhoni was roped m by KS&DL
for Rs 84.85 lakh in January 2006 for a two-year term. Later, the contract was cancelled
due to the busy schedule of the star cricketer. The details of promotional effect are given
below:
1) Advertising
The different media in which the advertisements of KS&DL appear are,
a) News Papers: The Hindu, Deccan Herald, Prajavani, Samyukta Kamataka (for all
products).
b) Magazines: Stardust, Famina, Film Fare, Sudha, Taranga, Gruhashobha (for all
products).
c) Radio: FM radio, Nandana and Film Songs in Vivid Bharathi.
d) Television: DD1, DD9, Udaya TV
e) Wall paintings and Hoardings in major cities.
f) CCTV (Closed circuit): CCTVs placed on the platforms of Railway Stations and
Bus Stations.
g) Transit Advertising: on company owned vehicles, BMTC buses in Bangalore.
h) Company's official website: www.mysoresandal.com. The company website is
designed by professionals. The site carries high image of the company and also
depicts the rich heritage of Kamataka. The site is supported by a continuous play
back classical music for the person viewing the site.
2) Sales Promotion Activities of KS&DL
Consumer Promotion tools are
a) Free Samples: on Mysore Sandal Shampoo and Agarbathies.
b) Discounts: on all the products of KS&DL if the buyers (KS&DL employees and
the consumers) buy at factory gates.
c) Premiums: on Shampoos and Agarbathies.
d) Point-of-Purchase Display (POP): Display of Mysore Sandal Baby talc and Soap,
Mysore Sandal Gold in retail outlets.
Retailers Promotion Tools are, a) Premiums, b) Display Allowances and c)Seasonal
discounts
Other Promotion tools are.
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