Karnataka Soaps and Detergents Ltd.
MARKETING STRATEGY FOR UDUPI REGION
Executive Summary
Karnataka Soaps and detergents Ltd. introduced the world's best natural sandalwood oil ‘Mysore sandalwood oil’ which is also known as liquid gold and fragrance ambassador of India. The Sandalwood oil produced by KS&DL is known around the world as the East Indian Sandalwood Oil, because of its unique Aroma.
Sandalwood oil market, though not big enough, lacks genuine products in the market. This leads to a reduction in demand for Sandalwood oil .It turns to be a vicious cycle .In order to curb this situation KSDL should come up with genuine sandalwood oil into the market. When the whole Commodity market tries to turn natural, original sandalwood oil have immense potential to tap the demand from Perfumes, soaps and agarbhatis Industry.
Thus, an efficient marketing strategy is required to make the customer aware of the benefits of real sandalwood oil, to help push sales in the market. The proposed strategy focuses on dealing with sales growth and utilising the distributor network efficiently.
Introduction
Sandalwood oil market is a niche market focussing on rich customers who are ready to pay more for the best quality oil. Sandalwood oil market, though not big enough, lacks genuine products in the market. This leads to a reduction in demand for Sandalwood oil. Through this proposal we are recommending the ideal strategy to increase the sales of sandalwood oil in Udupi. Currently Mysore Sandalwood is distributing through ‘Kauvery’, a subsidiary of KSDL, operating from Mangalore. Mangalore is 60 kilometres from Udupi which drives away many potentials customers in Udupi. This proposal gives an overview on steps to be taken by KSDL to improve the sales.
Statement of Need
High level of Competition in market
In Udupi, the highest competition for Mysore Sandalwood oil is from local producers who produce low quality...