A STUDY ON MARKET OF TOILET SOAPS OF ASHIQUE
EXPORTS (P) LTD, Calicut.
Project report submitted to the University of Calicut
For the partial fulfillment of the award of
DEGREE OF BACHELOR OF COMMERCE
Submitted by
RIYAS.VP
(Reg No: CGAKBCM039)
Under the guidance of
Ms. PRIYANKA.C
DEPARTMENT OF COMMERCE
M.E.S COLLEGE OF ARTS AND SCIENCES
CHATHAMANGALAM, NIT , CALICUT
2010-2013
1
M.E.S COLLEGE OF ARTS AND SCIENCES
CHATHAMANGALAM
(Affiliated to the University of Calicut)
NIT CAMPUS, CALICUT, KERALA-673 601
CERTIFICATE
This is to certify that the project report titled “A STUDY ON THE MARKET OF
TOILET SOAPS OF ASHIQUE EXPORTS Pvt. Ltd “ is a bona fide work done by
RIYAS V.P, {Reg No: CGAKBCM039}, submitted to the department in partial fulfillment
of the requirements for the award of Bachelor of commerce degree of the University of
Calicut under supervision and guidance.
The external viva held on…………………………………………………………………………….and
Commented as…………………………………………………………..
Ms. Priyanka. C
External examiner Department of Commerce
Ms. Beena A
Head of Commerce Department
2
DECLARATION
I Riyas.vp do here by declare that this project entitled “A study of market
of toilet soap in Ashique Exports Pvt. Ltd” submitted to the University of
Calicut in partial fulfillment of the requirements for the award of the degree of
Bachelor of commerce is a genuine record of work done by myself during the
period of the study at M.E.S College of arts and sciences, chathamangalam
under the guidance of Ms: Priyanka.c, faculty of Department of Commerce.
RIYAS V.P
Place: Chathamangalam
Date:
3
ACKNOWLEDGEMENT
First and foremost I would like to thank God almighty whose blessings
made me to complete the project successfully.
We would like to thank the principal Mr Rahees Muhammed for
providing all the facility for doing the project. I expressed my deepest gratitude
to Ms Priyanka.C, Department of commerce, M.E.S College of Arts and
Sciences, for his constructive guidance and valuable advice and timely
encouragement to carry out the project successfully. Our sincere thank to Ms.
Beena.A And Ms. Anjali.A, for providing proper guidance to conduct the
project work.
I acknowledge with deep gratitude for the opportunity providing to me by
the manager of Ashique exports private limited to conduct this work and
particularly express my sincere gratitude to the human resource manager of
Ashique enterprises for offering me the chance to carry out this work.
Finally I thank my teachers, respondents, friends and parents who helped
me in completing my project successfully.
Riyas v.p
Place: Chathamangalam
Date:
4
CONTENTS
SI. No. TITLE PAGE No:
CHAPTER 1 INTRODUCTION
1.1 GENERAL INTRODUCTION 2
1.2 OBJECTIVEOF THE STUDY 3
1.3 SCOPE OF THE STUDY 4
1.4 RESEARCH METHODOLOGY 5
1.5 LIMITATION OF THE STUDY 6
CHAPTER 2 REVIEW OF LITERATURE
2.1 REVIEW OF LITERATURE 8
CHAPTER 3 PROFILE
3.1 INDUSTRY PROFILE 11
3.2 COMPANY PROFILE 16
3.3 ORGANIZATIONAL STRACTURE 35
CHAPTER 4 DATA ANALYSIS AND INTERPRETATION
4.1 DATA ANALYSIS AND INTERPRETATION 36
CHAPTER 5 CONCLUSION
5.1 FINDINGS 53
5.2 SUGGESTION 54
5.3 CONCLUSION 55
5.4 APPENDIX 56
5.5 BIBLIOGRAPHY 61
5
LIST OF TABLES AND CHARTS
Table no Particulars Page no
4.1 Retailers experience in business 37
4.2 Retailers dealing with Ashique export 38
4.3 Fast moving brand in the market 39
4.4 Fast moving soap of Ashique Exports 40
4.5 Reason for fast movement of soap 41
4.6 Demand of Ashique exports soap 42
4.7 Reason for demand of Ashique exports soap 43
4.8 Influence of competitor price in Ashique exports 44
4.9 Influence of advertisement on sale of Ashique exports 45
4.10 Margin of Ashique exports sop 46
4.11 Promotional statergies to be followed 47
4.12 Suggestion to improve sale of Ashique exports 48
4.13 Incentives followed by retailers 49
4.14 Complaint about Ashique export soap 50
4.15 Sale of Ashique exports soap 51
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CHAPTER-1
INTRODUCTION
7
INTRODUCTION
In modern marketing consumers are treated as kings. Every business is
now trying to attract and retain consumers by using various new marketing
strategies. Most of people, especially Indians are more conscious towards
preservation of their health. That mean they are hygienic. So soap is viewed as
something which is more essential for improving hygiene. Because of this there
is an ever growing demand for soap. Toilet soap market is estimated to 5, 40,000
tons valued at 30 billion dollars. The maximum retail price of this is 40 billion
dollars. The market is growing 5-6% per annum in terms of value. The value of
growth is driven by inflation and faster growth premium and medium categories.
Here an attempt is made to study the market of toilet soap of ASHIQUE
EXPORTS PRIVATE LIMITED. The study reveals the demand for the product and
the retailer’s opinion regarding price, quality, advertisement etc… it also reveals
the retailers opinion about the soap of Ashique Export. These soap industries are
facing cut through competition.
8
OBJECTIVES OF THE STUDY
To analysis the demand of Ashique Exports toilet soap among various
brand available in the market.
To identify the factors which influence the sale of Ashique Exports soap.
To find out ways and means of improving the sale of Ashique Exports
soaps.
To know the fast moving brand of Ashique Exports soap in the market.
To find out the incentives preferred by the retailers.
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SCOPE OF THE STUDY
The study conducted in Calicut district and data collected from the
retailers in Calicut district where sample size selected is 50.
The study expected to make an analysis of market of toilet soap in
Ashique Exports private limited. The study also indicates the retailer’s perception
level towards various brand soap available in the market. It also gives the
retailers opinion about the media of advertisement quality, brand loyalty and
price of the product.
The study will help the management to take necessary steps for sales
promotional activities in future.
10
RESEARCH METHODOLOGY
Primary Data:
Primary data were collected from the retailers in Calicut district by using
Questionnaire.
Secondary Data:
Secondary data collected from the company records, internet, magazines
and news paper etc...
Sample size:
In the survey, a total number of 50 samples have been collected from the
Calicut district. Area sampling has been used as the sample design and for the
study.
Tools for analysis:
The data collected arranged in to suitable tables. Collected data were
analyzed with the help of statistical and mathematical tools like percentage,
diagram, chart and pie chart.
Period of study:
The period of study was from 9/02/2013 to 11/03/2013
Area of study:
The study was mainly conducted in Calicut district.
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LIMITATIONS OF THE STUDY
We considered only Calicut district for the study due to limited period of
time.
Due to this the sample size taken is 50.
Finding of the study are based on assumption that the respondent.
Most of the respondents were busy and the data supplied by them may
not be exact and accurate.
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CHAPTER-2
REVIEW OF LITERATURE
13
REVIEW OF LITERATURE
The demand and market movement of Ashique export soaps as analyzed.
Toilet soap is an important day to day requirement of any consumer. Over the
years, the transformation in the soap market has been immense. Many studies,
therefore, have been carried out on “market of toilet soap”. The soap industries
are facing cutthroat competition. This chapter includes the review of the
previous studies conducted on market of toilet soap.
1. Muthuvelayutham (2012) in his study titled “The Study of Consumer Brand
Loyalty on soap with Special Reference to Madurai” analyzes the relationship
between demographic variables on the brand loyalty of the consumers and tries
to identify the consumer’s switching factors in soap. This study is essentially a
correlation study. A randomly selected sample of 600 from Tamil Nadu State,
South India, particularly Madurai, Tuticorin, Kanyakumari districts were selected
to analyze. To indicate the amount of correlation between the variables, Chi-
square test was used in this study. Results show that among the variables age,
education level and gender have the most significant impact on consumer’s
brand loyalty.
2. Gihan Wijesundera (2010) in this article “Factors influencing the demand of
beauty soap among female consumers in the greater Colombo region” Purpose
of this study is to explore how the marketing mix & demographical factors
influence the brand preference & purchasing behavior of beauty soap among the
female consumers in the greater Colombo region. The results indicated that
there were statistical relationships between price, product, education,
occupation and band preference and there was no statistical relationship
between place, promotion, age, income level, marital status, skin type, social
factors, and substitute product with the brand preference.
14
3. Dr. S Mahalingam, P.Nanda kumar (2012) in this studies “ A study on
consumer behavior towards fast moving consumer goods in Coimbatore city” the
researcher has assessed the socio-economic profile, shopping pattern consumer
and found out the factors influencing the consumer to purchase the fast movable
consumer products. The study on the consumer behavior towards the product of
FMCG has received a pivotal position in the market for soap, paste although
there are many competitors in the market.
4. Kureshi Sonal and Vyas preeta (Research Associates at IIM, Ahmedbad) in
this research titled “Study of sale promotion activities in toilet soap category, an
insight into consumer and retailers perception” in this paper an attempt has
been made to examine the nature of sales promotional activities in toilet soap
category in India, study retailers perceptions with respect to these activities and
also get insight into consumer perception of these activities.
5. Sultana Tania (2011) in this study “Retailers and Customer satisfaction of
LUX soap” the main purpose of the document is to have a full proof knowledge
regarding the performance of Lux in the market against its customer. This will be
help Lux assess its weaknesses and strengths and the opportunities and threat
that they have in their brand and ways to overcome.
Thus an analysis of these findings of studies reveals the fact that so many
studies have been conducted on marketing of toilet soap.
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CHAPTER-3
INDUSTRY PROFILE AND
COMPANY PROFILE
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INDUSTRIAL PROFILE
The soap and detergents manufacturing industry includes about 700
companies with combined annual revenue of $ billion. Major companies in the
consumer sector include divisions of Procter & Gamble (P&G): Unilever and Dial.
Major companies in the commercial sector include divisions of Ecolab and US
Chemical. The industry is highly concentrated: the 50 companies hold almost 90
percent the market.
Population growth, particularly households with children, drives demand
in the consumer sector, while economic growth drives demand in the commercial
sector. The profitability of individual companies depends on efficient sales and
marketing. Large companies have scale advantages in purchasing,
manufacturing, distribution and marketing. Small companies can complete
effectively by offering specialized products, providing superior customer service,
or serving a local market. The industry is capital intensive.
The industry is about evenly split between the consumer and commercial
segments. Both segments are highly competitive, with large companies spending
millions to maintain market share.
Major products include laundry detergents, soap, and dishwashing
detergent. Laundry detergent, accounts for 40 percent of industry revenue soap
for 20 percent, and dishwashing detergent for 15 percent. Laundry detergent
comes in power or liquid form, and may contain bleach additives or color
brighteners. Dishwashing detergent comes in powder, liquid, or gel form. Soap
comes in bars or liquids, and may have moisturizing antibacterial or deodorant
benefits.
Raw materials include surfactants, solvents, phosphates, silicates, alkalis,
salts, and perfumes. Suppliers include major chemical manufacturers like shell
Chemical and Dow. P
Toilet soap market is estimated to 5, 40,000 tons valued at 30 billion
dollars. The maximum retail price of this is 40 billion dollars. The market is
growing 5-6% per annum in terms of value. The value of growth is driven by
inflation and faster growth premium and medium categories.
17
Till a few years ago there were differential excise on toilet soap with lower
TFM (Total Fatty Matter). Popular soap brands interested in this opportunity of
lower excise duty on toilet soaps with lower TFM. This leads to the emergence of
popular soaps with lower TFM. Excise abnormalities were removed in 1993. After
that, the lower end of market remained stagnant, whereas the middle and upper
segments are gained around 10% and 15% growth respectively.
However in the last two years, the lower and middle priced segments have
witnessed a faster growth with the launch of several new variants. Most brands
stagnated last year and offered heavy promotions to push volume of growth. The
super premium segments (priced at Rs.30-35) witnessed a lower growth.
For the last few years India has been witnessed a tremendous growth in
soap market. New and established companies introduced numerous numbers of
new brands of toilet soaps every year. The companies are marketing their
products with some product differentiation in the existing products. That is some
charges in product features like size, color, smell, shape etc. To meet the
variations of multitudinous customers and to capture a substantial market share.
In India there are so many companies producing detergents and toiletries. The
companies which are familiar and having good market share are Hindustan Lever
Ltd., Godrej soaps Ltd., Nirma, and Wipro etc. The Indian soap market spends
around 500 cores per annum for advertisement. Among them Hindustan Lever
Limited spends around 275 cores per annum.
&G has a separate business unit that manufacturers key chemicals as part of a
global supply network. Packing is about 20 percent of products costs, and
includes bags, boxes, bottles, tubes, labels.
R&D involves creating, testing, improving product formulation, and
evaluating environmental compatibility. Technological advances have reduced
the amount of product needed, thereby reducing the amount of packaging. Micro
encapsulation technology allows manufacturers to deliver unstable ingredients,
like vitamin C, through soap to skin. Manufacturers also test new enzymes and
bleaches that improve the efficiency of products.
HISTORY OF SOAP
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Soap was probably discovered by Stone Age. Women who saw that the combined
residues of ash and fat found in a fire after roasting a beast made a useful
cleaning compound. In 600 BC the soap made by the Phoenicians from tallow
and beech ashes was probably used as perfumed hair ointment, rather than for
washing. The use of soap in personal hygiene is first recorded in the second
century AD when the physician Galen (113-200 AD) mentions its use for washing
the body.
Soap making in Europe was established by the end of the first millennium with
important centers at Marseilles and Savona, where olive oil was used instead of
tallow. Soap making was carried out in this center by soap making guilds, which
guarded their recipes closely. Soaps imposed heavy taxation at the initial time
in England. At the time soap was a luxury item there. This only stopped the tax
was abolished in 1852 as the Victorians became increasingly possessed with
cleanliness (Hunt 1999). Soaps still attracts tax in market across the world-and
considerable effect is shown on the market when tax is reduced, has happened
in 1995, well sales soap.
IMPACT OF HYGIENE AND SANITATION
Diarrhea kills over million children a year. It is caused by bacteria and
protozoa. Diarrhea is preventable, by simple act washing hands with soap after
having toilet. Observations of hand washing in different developing country
setting suggest that soap use after the toilet or after cleaning up a child is rare.
(Average less than 15%of occasions) it is also low in developed countries. There
is scientific evidence that this simple action could potentially save a million lives
a year. (Curtis & Cairn cross, in preparation).
Personal hygiene behavior cannot be legislated and merely providing
water and sanitation faculties with or without hygiene education has not created
sufficient motivation or compulsion for change in hygiene practices. Although
the need for hand washing at critical times has long been recognized efforts to
promote this behavior have been irregular uncoordinated and mostly ineffective.
19
The search for new and effective ways of addressing these needs would -
wide and particularly in developing countries where diarrhea is not prevalent
has brought together a union of international and national organizations. These
bodies include the Water Sanitation Program (WSP), in alliance with the World
Bank (WB) the London School of Hygiene & Tropical Medicine (LSHTM) the
Environmental Health Group (EHP), the Government of Ghana, Basic Support for
Institutionalizing Child Survival (BACICS).
The Government of Kerala also taking initiative in this matter with UNICEF
and private sector agencies. The Public and Private sector, together with non-
governmental organizations (NGOs) will form a global Public-Private partnership
(PPP) to combine commercial and social objective which is to save millions of
lives around the world (Especially those of children), from diarrhea diseases.
The rural poor, at the bottom of the income and living standards pyramid,
are in the most at risk of death from diarrhea. Making soaps readily available
affordable and essential to the principal targets of this initiative involvers risks,
like other business venture, but this burden should be shared between the public
and the private sector.
Every government has a social responsibility of taking care of people living
in the country. For that government should conduct social awareness programs
by taking participation with private sector, and make people understand the
requirement of cleanliness, along with that government should reduce the
burden of taxes on soap, so that people with low income also can busy these
products and save the lives of their children.
Traditionally soap has manufactured from alkali (lye) and animal facts (tallow),
although vegetable products such as oil can be substituted for tallow. American
colonists had both major ingredients of soap in abundance and so soap
marketing began in American during the aerialist colonial days. Tallow came as
by product of slaughtering animals for meat, or from whaling. Farmers produced
alkali as a by-product of clearing their land until the nineteenth century wood
ashes served as the major source of lye. The soap manufacturing process was
simple and most farmers could thus make their own soap at home.
20
The major uses for soap were in the household, for washing clothes and
for toilet soap, and in textile manufacturing particularly for cleaning, and
scouring woolen stuffs. Because colonial America was rural, soap making remind
widely disappeared and no large producers emerged. By the eve of the
American Revolution, however the colonies had developed a mirror export
market in 1770 they sent more than 86000 pounds of worth $2,165 to the West
Indies. The Revolutions interrupted this trade, and it never recovered.
The growth of cities and the textile industry in early nineteenth century
increased soap usage and stimulated rise of soap marketing firms. By 1840,
Cincinnati, the largest meat packing center in the United States, has become the
leading soap making city as well. The city based at least seventeen soap
factories, including Procter and Gamble (established in 1897), which was
destined to become the nation’s dominant firm. A major change in soap making
occurred in the 1840s when manufactures begin to replace lye made from wood
ashes with soda ash, lye made through a chemical process. Almost all soap
makers also produced tallow candles, which was their major business. The firm
made soaps in enormous slabs, and these were sold to grocers, who sliced the
product like cheese for individual consumers. There were no brands, no
advertising was direct at consumers, and most soap factories remained small
before the civil war. The period between the ends of the civil war and 1900
brought major changes to the soap industry.
COMPANY PROFILE
Ashique Enterprises is come under the Thai Group. It is involved in the
marketing of cements, Soap, floor tiles, detergent powder etc. They are the
wholesale distributor of cement brands like Coromandal, Shankar etc. of India
21
cements limited. They are the consignment agent of Roofit mix of North Kerala.
They also involves in distribution of various soaps manufactured by Ashique
Exports (P) Ltd.
Ashique Enterprises is situated at Calicut. It had a branch office at Sulthan
Bather near Kanjirandy traders of which come under the ownership of Thai
Group. Ashique enterprises also distribute the food products which is produced
the plantation of Thai Group Vythiry, Kalpetta.
Ashique Enterprises controls and manage almost all the functions of
Ashique Exports (P) Ltd. That means in marketing function and finance function
etc. Ashique enterprises manage the marketing of products to whole Kerala.
Thai Group is the association of different business establishment promoted
by Mr. P.C.Thahir. The business were started by the group in 1980. Here the
transport service for cement went on to become a major business line.
The authorized share capital of the company is Rs. 5, 00,000. Here the
permanent directors are Mr. PC Thahir, SakeenaThahir an AshiqueThahir. In
Kerala the corporate are much low as comparing to other adjacent states.
Ashique Exports Private Limited is constructed in a non-industrial area only for
providing job opportunities to backward people.
THAI GROUP
Mr. PC Thahir is the founder of Thai Group in 1984 with interests in cement
Marketing. Very rapidly, their portfolio broadened with FMCG. The marketing
experience gained over these years stood us in good stead. As a logical
extension of their initial success, they also grew into the manufacturing of
consumer non-durables. Consequently, the first half of the 90’s saw the launch of
their laundry soap unit at Sultan Bathery in Wayanad, Kerala Now renowned as a
tourist destination. Over an eventful two decades, the Thai Group has become
leading conglomerate in Kerala. They are now poised for extending the THAI
22
value chain to more products and services as well as encompasses the whole of
south India.
They are the manufacture of soaps, detergents, shampoos, talcum
powders and garments to building materials, mining processing logistics and
plantations. Today’s recent technological progress and economic advancement
will improve the quality of products and services.
Core purpose
To provide value products and services that satisfies their customers now,
and in the future.
Core Values
Work with a long-term view and treat the organization as their own.
Take personal accountability for meeting business commitments
Strengthen the trust amongst suppliers, customers and themselves.
Constantly apply the most beneficial ideas and methods
The company has been progressing steady from 1984. Many lessons came
along with the progress. The firm resolves to add value to services and the
growth needs effort and creativity. The business ventures have been
adventurous.
Thai group had a modest beginning with interest in cement marketing. The
group owes more success and progress to its employees, customers, associates
and the society of large. The portfolio is very rapidly broadened with the fast
moving consumer goods. The group also grew into the manufacturing consumer
now durable. On the first half on 1990’s the laundry soap unit was started at
SulthanBathery in Wayanad. But now Thai Group offering various brands
products like Body care, Fabric care, cleaning solutions, Building products &
various kinds of agricultural products such as Tea, Coffee, Pepper and
Cardamom. In building material they are handling various items like Tiles, Sheet,
Cement, Cem powder etc. They are also deals with telecom apparatus.
23
SISTER CONCERNS UNDER THAI GROUP
Ashique Enterprises
This firm of Thai group is involved in the trading of soaps, detergents, tiles,
cement, cem powder, tea etc. Ashique Enterprises have a branch office Aysha
Arcade at SulthanBathery and head office at Calicut.
Aghin Chemicals And Cosmetics
This firm is located adjacent to Gladys soap factory. They are the manufacturers
of detergent powder such as Starlight, Sun Plus, Sun Plus premium, Sub line etc.
They manufacture various scoring powder such as Lulu and Sohna. They are the
manufacturer of cleaning liquid namely Ridzol. They are the distributor of Rid
roach cockroach repellent.
Aysha Associates
Along with Ashique export Pvt. Ltd, Aysha associates also involves in the
distribution of products of Ashique export Pvt. Ltd. They distribute Gladys Beauty
soap, Lexus Beauty soap, Sun Plus detergent powder, Iva lime soap etc
Aysha Plantations, Wayanad
Around 650 Acre plantations consisting of coffee, Tea and pepper are under
the preview of Aysha Plantation Vythiri, Wayanad.
Aghin Agro food Industries Private Limited
The company producing various agro foods likes Tea, Coffee, Pepper and
Cardmom. Quality system of procurement and preservation enables us to
offer you premium quality food products. Le Tea and Thalamala Tea are
the premium brands. Both the brands are premium in quality and
delicious in use.
Aghin Roadways, Coimbatore
It consists of a fleet of 300 trucks and several pick up van for transportation of
cement, gypsum, sand, soap tiles etc. This efficient transportation system has its
head quarter in Coimbatore. Aghin roadways is equipped with a fully fledged
work shop, a vehicle body building unit, fuel filling station and a manufacturing
units of chamber bricks.
Tran world Mining Industries Private Limited
This firm is situated in Thirunelveli. TMI (P) Ltd. They are involved in
pulverizing lime stones manufacturing Cam powder and in the
manufacturing of precipitated calcium carbonate.
24
Ayahs Overseas
They manage various businesses in foreign countries like Sharja,Indonesia,
Malaysia, Bahrain etc. Ayesha overseas is the overseas business centers of Thai
Group.
Auriga Technologies
This is the Multimedia College situated at Telessery. The one year multimedia
course teaching here is having great current demand. They are also engaged in
web designing, software development etc.
A.A Associates
The firm is engaged in distribution of soap and detergents in Karnataka,
Andhra Pradesh, Goa, and Maharashtra. They are established at Mysore.
Ashique Exports (Pvt) Ltd.
Ashique exports is a private limited company formed and registered under
companies Act 1956.It started it’s functioning during the year 1993.Mr.PC Thahir
is the MD and Mrs. Sakkeena Thahir is the Director. This company engaged in
manufacturing Toilet Soaps & Washing Soaps and Distribution of imported and
indigenous Building materials. The factory is situated at 1/432 poothicaud Road
poomala. P.O Sultan Bathery it also engaged in software development and
exporting to various countries in the Middle East. It is an example of the right
vision of the management towards future.
25
Mr. PC Thahir is the founder of Thai Group in 1984 with interests in
cements marketing. Very rapidly, our portfolio broadened with FMCG. The
marketing experience gained over these years stood us in good stead. As a
logical extension of our initial success, we also grew into the manufacturing of
consumer non-durables. Consequently, the first half of the 90’s saw the launch of
our laundry soap unit at Sultan Bathery in Wayanad, Kerala Now renowned as a
tourist destination. Over an eventful two decades, the Thai Group has become
leading conglomerate in Kerala. We are now poised for extending the THAI value
chain to more products and services as well as encompasses the whole of south
India.
MISSION OF THE COMPANY
To constantly innovate and produce quality products and be ready to go
extra mile for the sake of their customers.
To contribute their mite for the overall wellbeing of the society.
To have perseverance and responsibility in their striving for excellence.
To value their human capital with the healthy environment where people
can excise creativity.
To provide opportunity for growing and to generate optimum returns.
To be judiciously adventurous and excise integrity.
VISION OF THE COMPANY
Since the inception 1980and during the subsequent years.Thai group has
been progressing steadily, along with the progress came many lessons, growth
needs effort creativity and a firm resolved to add value to the customers buying
decision. Ours has been a policy of adventure and lowering over all those is the
sense of a bright future with an unwavering optimism. THAI group also believe
that their success and progress have to be interpolated to their associates,
employees, customers and society at large.
Activities
Thai Group engaged in various activities such as Manufacturing of Soaps,
Detergents, cleaning solutions and Fabrics, Mining and pulverizing of limestone,
26
marketing, Logistics, international trade, Information technology. Various entities
are there under Thai Group to carry out these activities.
Group members
Ashique exports (pvt) ltd
Ashique chemicals and cosmetics
Aghin agro foods industries (pvt) ltd
Thai apparels
Transworld mining industries (pvt) ltd
Ashique enterprises
Aghin roadways
Aysha plantations
Thai impex (pvt) ltd
Auriga multimedia
Products
27
PERSONAL CARE
FABRIC CARE
CLEANING SOLUTION
BUILDING PRODUCTS
FOOD PRODUCTS
Fabric care
Dr.Wash and Gold 916 are our premium Washing Soap brands and
Surplus is our leading Detergent Powder in Kerala. It tempers easily with hard
and soft water. Dr.wash manufactures by using 100% vegetable oil. Premium
and high cost contents uses to the role of alkalis. In Gold 916 also we uses
vegetable oil as a major content. These products stand in front of the segments
due to its cost effectiveness.
Washing soap
Recent Years Thai Washing Soaps have constantly evolved to cater to
the growing aspirations of Kerala housewives. Our Washing Soaps provide
superior whiteness through tough dirt removal. Optical Brightness and Photo
Active System are the unique features of this brand.
Personal care
Thai Group offers various value products to sustain our personal
appearance ever fresh, while “Lexus Skin Care” moisturizing our skin. The
Carbolic soap “Prime Body” protects our skin from germs to sustain health for
long. Olive oil is best for human body “Olive” contains Olive oil. ”Iva” presents a
lime fresh bath to the consumer.
Soaps
Soap fragment of Thai Group involves personal care products and Laundry
soaps. All of these are popular in Kerala. One of our brand “Lexus Skin Care” now
listed among the popular brands of Kerala. Oliva, Gladys and Iva are our other
specially featured popular brands. Our Laundry soaps Dr. Wash and Gold 916 are
still remain as trendsetters in their segment.
28
Soap is a combination of animal fat or plant oil and caustic soda. When dissolved
in water, it breaks dirt away from surfaces. Through the ages soap has been
used to cleanse, to cure skin sores, to dye hair, and as a salve or skin ointment.
But today we generally use soap as a cleanser or perfume.
PRODUCT PROFILE
1. Building Products
Tiles:-
NAKO is their tile brand. It is importing from China. It is
available in 2X2 size. It has high strength mirror finish, extra brightening, extra
gloss and everlasting colour. It body size is bigger, better, perfect and
homogeneous. Flatter joints and high durability is reflecting the life style.
There is centralized warehouse in Kochi. Tile is importing as shipment from
China in container. There are district wise sales executives and sales offices
across south India.
Overall controller of NAKO Tile is Marketing Manager. Sales executives
collect orders from dealer. Supply of tiles is done by their own transportation.
Responsibility of payment involved sales executives. And they are also
rectifying complaint from dealers.
Mainly there are two types of NAKO Tiles
29
a) Vitrified Tiles
b) Ceramic Tiles
Cement:-
They are C & F cum sales promoter ICL (India Cement Ltd) to deal
Shankar Cement.
Cem powder:-
Ultra Cem and Mega Cem are their premium brands for the company is
located us Tiruelveli.
Sheet:-
Shakthi is their brand name of sheet.
2. Personal Care Products
Toilet Soap:-
Oliva
Oliva is a new brand soap introduced recently. The soap is made up of oliva oil
and it is the first of its kind. The company argues that its regular use makes.
The skins shine and feel ever youth. Other that its lasting perfume, natured
color and user friendly shape makes its more attractive.
Product details of Oliva
Sl.No Items Net Weight MRP
1 Oliva 100 gm 20.00
Gladys
30
Gladys was formulated to meet the demand of the beauty conscious customers.
This flagship brand is positioned as “Beauty Soap”. The ingredients are specially
formulated to evoke fragrance of international appeal.
Products details of Gladys
Sl.No Items Net Weight MRP
1 Gladys 100gm 15.00
Lexus
The findings of company’s research wing highlighted a discernible shift
towards fairness on repeated use. It was found that Lexus works well on the
skin. It is developed from natured coconuts and palm oil to make the skin
beautified.
Products details of Lexus
Sl.No Items Net Weight MRP
1 Lexus 105 gm 20.00
Iva
Iva is an international beauty soap brand, well accepted for its lingering
and tangy lime freshness with an exotic lime fragrance will energize the user for
the whole day.
Product details of Iva
Sl.No Items Net Weight MRP
1 Iva 100gm 12.00
Prime Body
31
Prime body exhibits an excellent brand spectrum micro Socratic activity
against Gram-positive and Gram-negative bacteria. It is also effective against
molds and yeasts.
Product details of Prime Body
Sl.No Items Net Weight MRP
1 Prime Body 100gm 15.00
3. Fabric Care Product
Washing soaps:-
Dr.Wash
Dr. Wash is the most popular brand of Ashique. Regarding the sales and
services. It stands first out of the whole brand.
Product details of Dr.Wash
Sl.No Items Net Weight MRP
1 Dr.Wash 185 16.00
Gold 916
It is available in four different weights
Products Details of Gold 916
Sl.No Items Net Weight MRP
1 Gold 916 850 gm 48.00
2 Gold 916 425 gm 24.50
32
Washing 10
Even if introduced very recently it could make a vibration in the markets
Product details of Washing 10
Sl.No Items Net Weight MRP
1 Washing 10 175gm 10.00
Silver 6
It is also a new brand aiming middle class people
Product details of Silver 6
Sl.No Items Net Weight MRP
1 Silver 6 850 gm 37.00
Detergents:-
Sun Plus
Sun Plus was developed considering factors like washing ha bits
quality of water required, native and degree of soling, pleasing order, color etc.
Premium contains more active ingredients and very pleasing fragrances.
Product details of Sun Plus
Sl.No Items Net Weight MRP
1 Sun Plus 750 gm 34.00
2 Sun Plus 375 gm 18
4. Cleaning solutions
Sohna (Pink)
33
Lulu (White)
5. Food Products
They engaged in the cultivation of Tea, Coffee, Pepper and Cardamom.
Their plantation is located in Wayanad.
PHYSICAL DISTRIBUTION
Handling, movement, and storage of goods from the point of origin
(location or station where a carrier receives a shipment from a shipper for
transportation to the destination)to the point of consumption or user
(consumption of goods and services is the amount of them used in a particular
time period), via various channels of distribution.
Physical distribution is the process of planning, implementing, and
controlling the efficient, effective flow and storage of goods, services and related
information from point of origin to point of consumption for the purpose of
conforming to customer’s requirements. Physical distribution cost can represent
20% or more of the selling price of a product.
Physical distribution (logistics) deals with the efficient movement of a
company’s product through the channel of distribution. A firm can manufacture a
great product, but if it takes 10 months for the product to get from the
manufacturer to the retailer (or consumer), the firm will find itself in trouble.
34
Making the physical distribution process work more efficiently is important to
marketing. Physical distribution makes up about 10% to 15% of the total cost of
a product.
Various types of marketing channels and physical distribution are used for the
movement of goods are
Manufacturer consumer
Manufacturer Retailer consumer
Manufacturer Wholesaler Retailer consumer
Manufacturer Agent Wholesaler Retailer consumer
The term physical distribution is more appropriate to outgoing (outbound
logistics) or forward movement of products, services and information from a
firm’s manufacturing facility to consumer, and involvement defined network of
transportation links, warehousing and storage, and finally delivery at the
destination in a cost effective manner within the desired time. Physical
distribution consists of the tasks like Warehousing, material handling, Inventory
Management, Order processing and Transportation.
There will be two types of Physical distribution, they are
a) Direct distribution
b) Indirect distribution
With direct distribution, no intermediaries are used. Some examples are
manufacturer sells to consumer by using (i) its own retail outlet (ii) door -
to -door salespeople etc.
Indirect distribution means that intermediaries will be used. One common
channel distribution is:
Manufacturer Wholesaler Retailer consumer. In this case
wholesaler and retailer are the intermediaries.
Physical distribution is concerned with ensuring the product is in the right
time. Order processing, Inventory Management, warehousing and transportation
are the main distribution functions.
35
ORDER PROCESSING
The physical distribution process begins when a supplier receives an
order from a consumer. The customer is only concerned with the efficiency of the
supplier’s distribution. The receipt of order and transmission of sales order
information is an important function of physical distribution.
INVENTORY MANAGEMENT
Inventory management involves building and maintaining enough product
assortments to meet the customer demand. The stock levels have a direct effect
on service and customer satisfaction. Stock represents opportunity costs that
occur because of constant competition for the company’s limited resources. If
the company’s marketing strategy requires that high stock levels be maintained,
this should be justified by a profit contribution that will exceed the extra stock
carrying costs. Sometimes a company may be obliged to support high stock
levels because the lead – times prevalent in a given market are particularly
short. In such a case, the company must seek to reduce costs in other areas of
the physical distribution management ‘mix’.
WAREHOUSING
Warehousing is an important physical distribution function and refers to the
design and operation of facilities for storing and moving goods. Some basic
physical distribution functions of warehouses are given below:
Receiving goods and assuming responsibility.
Recording quality of each item and marking with codes, tags or physical
property etc.
Sorting goods to store in an appropriate area.
Dispatching goods for storage
Holding products in properly protected condition until needed.
Recalling and picking products ordered by customers from storage.
Collecting for a single shipment, checking for completeness or explaining
omissions.
TRANSPORTATION
36
There are five main transportation modes for moving goods are railways,
roadways, waterways, airways and pipelines. The chosen transportation
mode should adequately protect goods from damage in transit.
PHYSICAL DISTRIBUTION OF ASHIQUE ENTERPRISES
In Ashique Enterprises direct distribution mode is used for the distribution
purpose, because there is no intermediaries are used. The company is
distributing their products through their salesman their own vehicles. According
to the order placed by the branch office, the goods will dispatch from the factory
to each branch. Then the salesmen will distribute the product to the dealers. The
dealer may be a wholesaler or retailer.
ABOUT MARKETING DEPARTMENT
Marketing is a fundamental organizational function, for the survival,
sustenance and growth of an organization. It has philosophical and strategic
overflows for the individual organization, to some extend that this function aims
at achieving some of the basic organizational objectives. Marketing focuses on
the needs and wants of the consumer identities and activates those serves and
satisfies them. Design of products and other related activities are done to match
with the customer’s needs, and to generate profitable operations. Marketing has
been evolving into a profession based on a body of scientific knowledge,
exposure to education and training, a code of ethics and measure of soul
responsibility. More and more professionals are taking over the marketing
function I many organizations. Marketing management is a functional area of
business management. It place a vital role in developing strategies, plans and
programs for each market segment in order to satisfy the consumer wants if may
be defines as the application of management tool and techniques in the efficient
utilization of available marketing resources. In simple words, marketing
management is the management activities. It involves planning implementation
and control of marketing programs including in the process of marketing.
37
In Ashique enterprises, the Marketing Department is functioning in corporate
office situated at Kozhikode. The Marketing Department of Ashique enterprise is
headed by General Manager – Administration /development. One marketing
manager is appointed under the leadership of General Manager and two zonal
marketing managers are appointed under the marketing manager, because the
entire Kerala is divided into zones as North zone and South zone. North zone is
from Kasargod to Thrissur and south zone is from Cochin to Trivandrum. Under
the each zonal manager, one sales officer is appointed for each district. Under
each sales officer, around 10 sales men are handling the distribution of product
by using company van. Company is distributing their products to wholesalers and
retailers directly with their sales men. Currently the company has 100 own vans
for the distribution purpose.
Sales executives have loose relation with consumer. They knowabout the
trend. If any change is needed the sales officer will inform that to their
respective zonal marketing manager. And they will inform the thing to marketing
manager and he will take the decision. Ashique Export Pvt.Ltd is marketing their
product in Kerala, Karnataka and Tamil Nadu through their own channel only. As
far as possible the company avoids an intermediary which helps to reduce selling
price.
For the price fixation of all the products the marketing manager plays a
vital role. The rates are fixed in accordance with competitor’s price and cost of
production. The company changes different price in different states due to
change in sales tax rate. Through direct selling they market their products in
other states. But in some places like Coimbatore in Tamil Nadu, Mysore and
Mangalapuram in Karnataka, they sell their products through salesman. From the
regions daily sales report is sending to the head office. Daily sales monitoring is
done by the sales officer. It will help to know the position of the sales of the
company every day. It will also help take correct decision incorrect time. Ashique
Enterprise is distributing the AEPL products in Kerala. It has two zones in Kerala,
North and South. They control 23 branches in Kerala region. Each branch office
has a vehicle they collect goods from the branch office and distribute to the
38
retailers. Targets are fixed for each salesman it would be some quality or area
which must be covered by them. Each branch office must keep 18days stock in
their store. Order is taken on weekly basis. Proper checking must be important.
The sales people are using palmtop, to getting computerized bill for the dealers.
Marketing research is done by the company for many purposes such as
advertising effectiveness, brand awareness, customer’s wants and desires etc.
The information also gets from dealers and retailers about the needs of
customers etc. Advertisement s are mainly done through Television, posters,
print add and danglers. Sales promotion activities are also done by the company.
It is in the way of scheme (gift, gold etc), Display schemes records are
maintained by Marketing Department.
Marketing Department maintains the following
1. Stock register
2. Stock Transfer register
3. Sales account
4. Cash account
5. Branch account
Advertising
The media of advertising is News paper, Television, internet etc
39
ORGANIZATIONAL STRUCTURE OF ASHIQUE EXPORTS
40
41
CHAPTER-4
DATA ANALYSIS AND
INTERPRETATION
42
Retailer’s experience in business
TABLE- 4.1
Years No of respondents percentage
Below 10 years 21 42%
10-20 years 16 32%
21-30 years 10 20%
Above 30 years 3 6%
Total 50 100%
Source: Survey data
CHART-4.1
below 10 years 10-20 years 21-30 years above 30 years0
5
10
15
20
25
30
35
40
45
Interpretation:
A major portion of a retailers dealing with the soap of ashique exports have experience below 10 years in business. It is hopeful that almost all new retailers are selling Ashique exports products.
43
Retailers dealing with Ashique exports
TABLE-4.2
Opinion No of respondents Percentage
Yes 50 100%
No - -
Total 50 100%
Source: Survey data
CHART-4.2
Yes No0%
20%
40%
60%
80%
100%
120%
Interpretation:
From the above table, 100% of respondents have deal with Ashique Exports products.
44
Fast moving brand in the market
TABLE-4.3
Brand No of respondents percentage
Vivel 12 24%
Medimix 3 6%
Oliva 11 22%
Lux 14 28%
Santhoor 6 12%
Cinthol 4 8%
Total 50 100%
Source: Survey data
CHART-4.3
vivel medimix oliva lux santhoor cinthol0%
5%
10%
15%
20%
25%
30%
Interpretation:
From the above graph and table it can be observed that Ashique Exports soaps occupies the third position among the fast moving brands.
45
Fastest moving soaps of Ashique Exports
TABLE-4.4
Soap No of respondents Percentage
Lexus 14 28%
Gladys 8 16%
Oliva 21 42%
Jaz 4 8%
Primebody 3 6%
Total 50 100%
Source: Survey data
CHART-4.4
Lexus28%
Gladys16%
Oliva42%
Jaz8%
Primebody6%
Interpretation:
From the above it can be inferred that 42% of the respondents are of the opinion that the Oliva is most fast moving soap in Ashique Exports soap.
46
Reason for fastest movement of soaps
TABLE-4.5
Factors No of respondents Percentage
Low price 7 14%
Brand image 20 40%
Attractive promotional activity
3 6%
High quality 18 36%
Good packaging 2 4%
Total 50 100%
Source: Survey data
CHART-4.5
Low price Brand image Attractive promotional
activtity
High quality Good packaging0%
5%
10%
15%
20%
25%
30%
35%
40%
Interpretation:
From the table the respondents can be inferred that the brand image and quality are the major reason for the fastest movement of Ashique Exports soap.
47
Demand of Ashique Exports soaps
TABLE-4.6
opinion No of respondents percentageHigh 7 14%
Medium 33 66%
Low 10 20%
Total 50 100%
Source: Survey data
CHART-4.6
High9%
Medium70%
Low21%
Interpretation:
From the table the response of respondents can be inferred that the demand
Of Ashique Export’s soap is medium.
48
Reason for demand of Ashique Exports soaps
CHART-4.7
Factors No of respondents Percentage
Price 8 16%
Packaging 2 4%
Quality 22 44%
Foam 11 22%
Odor 7 14%
Total 50 100%
Source: Survey data
CHART-4.7
Price Packaging Quality Foam Odor0
5
10
15
20
25
30
35
40
45
Interpretation:
The above table the response of respondents can be inferred that 44% of respondents say quality is important factor for demand of Ashique Exports soaps.
49
Influence of competitor’s price in Ashique Exports soaps
TABLE-4.8
Opinion No of respondents Percentage
Yes 27 54%
No 23 46%
Total 50 100%
Source: Survey data
CHART-4.8
Yes54%
No46%
Interpretation:
From the table the response of respondents can be inferred that 54% of respondents say competitor’s price can influence in Ashique Exports soaps.
50
Influence of advertisement on sale of Ashique Exports soaps
TABLE-4.9
Opinion No of respondents percentage
Highly agree 15 30%
Agree 18 36%
Disagree 17 34%
Total 50 100%
Source: Survey data
CHART-4.9
Highly agreeAgree
Disagree
27%
28%
29%
30%
31%
32%
33%
34%
35%
36%
Interpretation:
A major portion of the respondents are agreeing the advertisement have an influence on the sale of Ashique Exports soaps.
51
Margin of Ashique Exports soap
TABLE-4.10
Opinion No of respondents percentage
High 6 12%
Medium 28 56%
Low 16 32%
Total
50 100%
Source: Survey data
CHART-4.10
HighMedium
Low
0%
10%
20%
30%
40%
50%
60%
Interpretation:
From the table major portion of retailers observed that the margin of Ashique Exports soap is medium.
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Promotional strategies to be followed
TABLE-4.11
Factors No of respondents Percentage
Gift 13 26%
Discount 24 48%
Offer 9 18%
Coupons 4 8%
Total 50 100%
Source: Survey data
CHART-4.11
Interpretation: A major part of retailers suggest providing of discount as a promotional strategy to be followed by the company to improve the sale of Ashique Exports soap.
53
Gift Discount Offer coupons0%
10%
20%
30%
40%
50%
60%
Suggestion to improve the sale of Ashique Exports soap
TABLE-4.12
Opinion No of respondents Percentage
Price reduction 12 24%
Change in packaging 1 2%
Increase quality 8 16%
Change in shape& size 2 4%
Includes herbal ingredients 11 22%
Change in odor 16 32%
Total 50 100%
Source: Survey data
CHART-4.12
Price reduction24%
Change in packaging2%
Increase quality16%
Change in shape&size4%
includes herbal ingredients
22%
chang in odor32%
Interpretation:
From the table one of the main suggestions of the retailers to improve sales of Ashique Exports soap is to change odor and reduce price.
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Incentives followed by retailers
TABLE-4.13
Opinion No of respondents percentage
Commission 26 52%
Offers 4 8%
Gift 3 6%
Credit facility 7 14%
Trade discount 10 20%
Total 50 100%
Source: Survey data
CHART-4.13
Commission offers gift credit facility trade discound0%
10%
20%
30%
40%
50%
60%
Interpretation:
A major portion of the retailers prefer commission as an incentive to them from the company.
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Complaints about Ashique Exports soaps
TABLE-4.14
Opinion No of respondents Percentage
Yes 10 20%
No 40 80%
Total 50 100%
Source: Survey data
CHART-4.14
Yes20%
No80%
Interpretation:
From the table it can be inferred that 80% of respondents say that there is no complaints about Ashique Exports soap.
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Sale of Ashique Exports
TABLE-4.15
Opinion No of respondents Percentage
Highly satisfied 4 8%
Satisfied 27 54%
Moderate 19 38%
Dissatisfied - -
Total 50 100%
Source: Survey data
CHART-4.15
highly satisfied8%
satisfied54%
moderate38%
Interpretation:
From the above table it can be concluded that a major portion of the retailers dealing with Ashique Exports soaps are satisfied with its sales.
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CHAPTER-5
FINDINGS, SUGGESTION AND
CONCLUSION
58
FINDINGS
It is found that almost all retailers are dealing with Ashique Exports soaps.
The brand image and quality are the major reason for the fastest movement of Ashique Exports soap.
It is found that the demand of Ashique export soap is medium compared to other soap.
The competitors prices have influence the Ashique Exports soap.
It is found that according to retailer’s opinion the oliva is fast moving soap in Ashique Exports soap.
It is founded that the Ashique Export soap enjoys third position among the fast moving soap of different brand.
Quality is the important reason for the success of Ashique Exports soap.
Most of retailers satisfied with sale of Ashique Export products.
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SUGGESTION
Soap industry of India is facing cutthroat competition. So the company can concentrate on sales promotional activities like, giving free gift sample.
Company should give some additional benefits to retailers like, providing credit facilities, special offer and giving them more quality goods.
Company should try to make some innovation like, different shapes, colour, odor etc…
The company must try to adopt different strategies to increase sale of soap in the market.
The price of some Ashique Export soaps is high. So the company should try to analysis the possibilities of decreasing their price.
Some of the respondents are not satisfied with incentives provided by Ashique Exports. So proper care must give to them.
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CONCLUSION
This project was basically a study on the market trend of toilet soap of
Ashique Exports private limited. The soap industries are facing cutthroat
competition. Since the retailers are the last linkage with the customer and
manufacture. Their support is very important for company, to know the attitude
of customer towards each manufacture or company. Most of retailers are dealing
with Ashique Exports soaps. The brand image and quality are the major reason
for the fastest movement of Ashique Exports soap.
This analysis reveals the retailer’s requirement for getting better incentive
scheme and retailers promotional tools from the company even though they
promote more of oliva soap. The finding and suggestion of the study will help the
management to take further step to improve the retailer’s satisfaction and
performance.
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APPENDIX
62
QUESTIONNAIRE
1. Name of shop and address:
2. Number of year in business:
a) Below 10 year b) 10-20 years
c) 20-30 years d) Above
3. Do you deal with the product of Ashique export?
a) Yes b) No
4. Which type of product you deal?
a) Gladys b) Oliva c) Primebody
c) Lexus d) Jaz e) If other specify…
5. Which brand of the soap moves faster in the market?
a) Vivel b) Medimix e) Oliva
c) Lux d) Santhoor f) Cinthol
6. Which variety of soap Ashique exports moves faster in your shop?
a) Gladys b) Luxus e) Primebody
c) Oliva d) Jaz
7. State the reason for the fastest movement of the soap in market?
a) Low price b) Brand image c) Good packaging
d) High quality e) attractive promotional activity
8. The demand for the soap of Ashique exports compared with the competitors?
a) High b) Medium c) Low
63
9. Reason for the highest demand of soap in Ashique exports?
a) Price b) Packaging c) Quality
e) Foam f) Odor
10. What kind of promotional strategies Ashique exports has to follow?
a) Discount b) Gift c) Offer
d) Coupons e) If other specify…
11. Price of competitors soaps have an influence on the sale of Ashique exports
soap?
a) Yes b) No
12. Do you agree that advertisement have great influence on the sale of Ashique
exports?
a) Highly agree b) Agree c) Disagree
13. Your opinion about the margin of Ashique exports?
a) High b) Medium c) Low
14. What type of incentive do you prefer?
a) Trade discount b) Credit facility c) Gift
d) Offer e) Commission f) If other specify…
15. What changes have to be made to increase the sale of Ashique exports?
a) Price reduction b) Change in packaging c) Increase quality
d) Change in shape and s e) including herbal ingredients
f) Change in odor
16. Do you get any complaints from customers about Ashique exports products?
a) Yes b) No
17. What is your opinion about the sale of Ashique exports soaps?
64
a) Highly satisfied b) Satisfied
c) Moderate d) Dissatisfied
18. Any suggestions………
65
BIBLIOGRAPHY
66
BIBLIOGRAPHY
BOOK REFERED
Marketing Management; Philip cotter, Tenth Edition
Kothari C.R, Research Methodology, 1998, Wishwaprakashan, New
Delhi
WEB SOURCES
www.google.com
www.thaigroup.com
www.exportersindia.com
www.wikipedia.com
www.studymode.com
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