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A project report on traders satisfaction on exo dish wash bar of jyothy

laboratories ltd

REPORT SUBMITTED IN PARTIAL FULFILMENT OF THE

REQUIREMENTS FOR THE AWARD FOR DEGREE OF

Master of Business Administration

OF

Karunya School of Management

2007-2009

MIDHUN JOHN

REG: 201

Under the guidance of

DR.V. VADIVEL

Karunya School of Management

Karunya University

Coimbatore 641 114

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Contents

List of Tables

List of Charts

Sr. No Topic Page No

1

Acknowledgement

2

Declaration

3

Executive summary

4

Company profile

5

Objectives

6

Methodology

7

Sample size

8

Scope of study

9

Theoretical perspective

10

History of soap and detergent industry

11

Analysis and Interpretation

12

Findings and suggestions

13

Limitations

14

Conclusion

Appendix

Bibliography

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ACKNOWLEDGEMENT

At the outset’ I thank God almighty for helping me to complete this internship

successfully. I believe that nothing would have been possible without God’s grace and

guidance. My deepest love and never ending gratitude goes to my family for their

encouragement and motivation.

I take this opportunity to thank Mr Russel Peter Director K S M, for giving this

opportunity and experiencing the work environment by the Internship study. I most

respectfully acknowledge my most sincere gratitude to my Internal guide Mr. Vadivel , for

all the patient guidance, motivation, cooperation and valuable advice towards the timely

completion of the project.

I express my sincere thanks to Mr. M.P. DIVAKARAN, Director, JYOTHY

LABORATORIES Ltd., for granting permission to me to do my organizational study. I also

owe my sincere gratitude and appreciations to my external guide Mr. Samad Kumar K K,

state sales manager, JYOTHY LABORATORIES Ltd., for all the timely advice, help,

support and service provided towards the completion of the work.

I would like to express my thanks to all my friends and relatives, who have helped

me out in the successful completion of the project.

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DECLARATION

I, Midhun john a bonafide student of Karunya university, would like to declare that

the Internship Report titled “A Study on the traders satisfaction of EXO dish wash bar of

JYOTHY LABORATORIES Ltd” in partial fulfillment of the requirement for the Master

of Business Administration Degree of Karunya University is my original work and this has

not formed a basis for the award of any degree, diploma or fellowship by any other Institute

or University.

Place: Coimbatore

Date: Midhun

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Executive Summary

This project entitled “A study on trader satisfaction of stiff and shine by Jyothy Laboratories”

studies the overall level of trader’s satisfaction in selling the product exo dish wash bar. The

sample size is 100 retail shops in and around chalakudy. It contains a questionnaire based on

which the overall level of satisfaction is measured. The report includes an acknowledgement,

my declaration, introduction about the company, the company profile, history of soap and

detergent industry(industry profile) the objectives of study, the research methodology used in

this study, the scope of study, theoretical perspective, graphical representation of 14

questions and their interpretation, the findings from the study, and the various suggestions

received from the traders. It also includes the limitations of the study and finally the

conclusion, appendix and bibliography.

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Introduction

The Jyothy Labs Ltd established in the year 1983. It is one among the largest soap

manufacturing company in the world. The pannissery unit of Jyothy laboratories ltd was set

up in the year 1992.

Mr M.P Ramachandran , is the Director of Jyothy Labs ltd.

Mr MP Divakaran, Ullas Kammath , and Mrs MG Santhakumary were the are of directors of

this unit. Head office of this unit situated Andheri , Bombay.

The share capital of the company is divided into equity shares like authorized capital of Rs

10crores and issued and paid up capital of Rs 5.6 Crores.

Totally 174 employees are working in this unit. 84 are permanent employees , 50 temporary

employees and 40 packing contract labours . Out of 84 permanent employees , 10 are

managerial staff and 74 general workers.

There are two separate factories in the unit, one for the production of hand made washing

soaps , and other for the production of machine made dish wash powder. The factory and its

surroundings are maintained clean and tidy , therefore workers enjoy a

healthy and hygiene working condition.

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The products being manufactured in this company are Ujala Supreme, Nebula, Vanamala,

Exo Powder , Exo Bar , Exo Safai, Jeeva , Speed , Maya Agarbathis and Maxo.

Started as a proprietary concern, manufacturing and selling a single product in a single

district, the organization has grown to become a multi-brand, multi-product company with

operations all over the nation.

The company has the distinction of making a mark in the virtually non-existent category of

liquid fabric whitener. With products that are reasonably priced, conveniently packaged,

extensively distributed and supported by strategic communication, Jyothy Laboratories

Limited has well and truly earned its place in the market as well as in the minds of millions of

households in India.

Today, Jyothy Laboratories Limited has a pan Indian presence with brands catering to the

needs of consumers across the length and breadth of the nation. From a fledgling entity that

embarked to translate the dream to make a difference, from starting operations with a corpus

of INR 40,000 to a company with a turnover of over INR 400 crores, Jyothy Laboratories

Limited has come a long way. Jyothy Laboratories Limited is surging ahead to keep its tryst

with the founding ideals - Untapped markets, Innovative products & Cater to the common

man. Jyothy Laboratories through its market analysis looks out for a vacuum that can be

filled.

Jyothy Laboratories Limited – making a difference to millions of households across India.

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JYOTHY LABORATORIES

Jyothy Laboratories came into being in 1983, powered by the vision of one man – M P

Ramachandran - the current Chairman & Managing Director. Started as a proprietary

concern, manufacturing and selling a single product in a single district, the organization has

grown to become a multi-brand, multi-product company with operations all over the nation.

The company has the distinction of making a mark in the virtually non-existent category of

liquid fabric whitener. With products that are reasonably priced, conveniently packaged,

extensively distributed and supported by strategic communication, Jyothy Laboratories

Limited has well and truly earned its place in the market as well as in the minds of millions of

households in India.

Today, Jyothy Laboratories Limited has a pan Indian presence with brands catering to the

needs of consumers across the length and breadth of the nation. From a fledgling entity that

embarked to translate the dream to make a difference, from starting operations with a corpus

of INR 40,000 to a company with a turnover of over INR 400 crores, Jyothy Laboratories

Limited has come a long way. Jyothy Laboratories Limited is surging ahead to keep its tryst

with the founding ideals - Untapped markets, Innovative products & Cater to the common

man. Jyothy Laboratories through its market analysis looks out for a vacuum that can be

filled.

Jyothy Laboratories Limited – making a difference to millions of households across India.

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WHAT WE DO

The genesis of the organization has been a defining moment in our journey. Jyothy

Laboratories Limited has ensured that the founding principles remain as relevant as they did a

quarter of a century ago.

In keeping with the tenet of offering a solution rather than a mere product, Jyothy

Laboratories Limited has consciously ventured into product categories that provide simple

but tangible benefits to consumers through a portfolio of value for money brands.

Starting from the momentous launch of Ujala – carving out a new product category of liquid

fabric whitener - Jyothy Laboratories Limited today manufactures and distributes brands

across product categories as diverse as Fabric Care, Household Insecticide, Utensil Cleaners,

Fragrances, Personal Care, besides marketing tea and coffee brands.

At Jyothy Laboratories Limited, we act on key insights from consumers, market research and

sustained in-house analytical processes. Combined with continuous research & development,

these insights help us in offering innovative products while ensuring enhanced value from

existing brands.

In addition to our own brands, Jyothy Laboratories Limited has ventured into the business of

coffee, tea and spiritual / astrological dhoops . The company has also inked a MoU to

establish a joint venture in Bangladesh to manufacture and market Ujala and Maxo.

Incisive insights into consumer preferences, market dynamics and distribution, winning

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marketing strategies and focused product positioning, combined with sustained R & D have

ensured expansion of the product portfolio and consistent growth.

The fact that each brand from the Jyothy portfolio makes a positive difference to the lives of

millions is our greatest inspiration – egging us to do more.

VISION AND MISSION

Jyothy Laboratories Limited is guided by a corporate philosophy that embodies values and

objectives that determine the way we conduct business and cater to the needs of our

customers.

Vision

Develop innovative brands, tap high growth categories, reach untapped markets and explore

untapped segments to meet the day-to-day requirements of every Indian household.

Mission

Provide brands that denote superior quality, to touch and positively impact the daily lives of

consumers. To ensure that our brands, business operations and corporate policies translate the

core philosophy of offering value for the money spent to experience our products. Ensure that

our people, processes and products reflect the ideals of integrity, ethics and professionalism.

MILESTONES

1983- signals the start of the Jyothy Laboratories Saga - with the launch of Ujala

1984- Jyothy laboratories’ first marketing team- 6 sales girls- reach ujala to homes in

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Trissur and malappuram districts in Kerala

1987- Ujala spreads its sphere of influence to Tamil Nadu

1991- Ujala launched in Karnataka and Andhra Pradesh.

1993- Company incorporated as Jyothy Laboratories Limited, factory established in

Chennai to manufacture Ujala.

1994- Ujala launched in West Bengal

1995- manufacturing plant starts operations in Pondicherry

1997- National roll out of Ujala

1999- Ujala becomes an INR 100 crore brand

2000- The new millennium sees Jyothy Laboratories diversify into the household

Insecticide and utensil care segments with the launch of Maxo and Exo

2001- Maya incense sticks launched

- Tata chemicals detergent plant at Pitampur, Madhya Pradesh acquired by Jyothy

Laboratories limited

2002- Sri Sai Home Care’s state–of- the- art mosquito repellant coil production facility

at Hyderabad acquired by Jyothy Laboratories Limited.

- Jeeva Ayurvedic soap launched.

2003 - MAXO bags the AAA brand performance award.

- Ujala washing powder launched in Kerala.

2004- MAXO crosses the INR 100 crore mark

2005 - Ujala Stiff And Shine launched in Kerala

- Jyothy Laboratories Limited enters into a JV with Godrej Tea Limited to

distribute its Godrej Tea brand in India.

2006 - Jyothy Laboratories Limited enters into a JV with CCL Products (India) Limited

for the marketing and distribution of coffee under the continental speciale brand.

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2007 - Jyothy Laboratories Limited goes public with its IPO.

CORPORATE PROFILE

Board Of Directors

The Board of Directors at Jyothy Laboratories Limited is our intellectual capital and provides

the strategic direction to translate organizational vision into corporate policy and guidelines,

to ensure business growth and dynamism.

M P Ramachandran

Chairman & Managing Director

Set up Jyothy Laboratories in 1983

Was nominated by the Economic Times for "Entrepreneur of the Year Award" in

2003 and 2004

Ullas Kamath

Deputy MD

Chartered Accountant, CS, M.Com and a bachelor’s degree in Law

Associated with JLL since incorporation and Board member since 1997

M.R. Jyothy

Executive Director

B.Com, MBA (Wellingkars), Family Business Management (SP Jain)

Board member since October 2005 and handles sales administration, marketing and

brand communication

Nilesh Mehta

Chartered Accountant, PG Diploma in Management from the IIM – Ahmedabad

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Managing Partner of Aureos Capital and General Partner of eIndia Venture Fund

infinity II

K.P. PADMAKUMAR

Certified Accountant from Indian Institute of Bankers (CAIIB) and Bachelor’s Degree

in Agricultural Science

Over 36 years of experience in Commercial Banking

Bipin Shah

Chartered Accountant and holds a Bachelor’s degree from the University of Mumbai

Previously a director with HLL and Lipton India Limited

THE CORE TEAM

The Core Team at Jyothy Laboratories Limited comprises professionals with proven

managerial abilities along with a broad range of skills and expertise.

These individuals provide leadership and the strategic management edge to convert vision

into cohesive action for achieving the mission of offering innovative products and

ensuring customer delight.

M L Bansal

Chief Financial Officer & Company Secretary,

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Chief Financial Officer & Company Secretary, holds a bachelor’s degree in commerce

from Agra University. He is a qualified Chartered Accountant and Company Secretary.

He has over 37 years of experience in the field of finance, accounts and secretarial and

was associated with Asian Paints Limited prior to joining our company in May 2002

M K G Varier

VP-Research & Development

VP-Research & Development, holds a master’s degree in Chemistry from Pune

University, a post graduate diploma in Chemical Engineering from BIET, Mumbai.

PGDBM from GIM, Mumbai, and a postgraduate diploma in Industrial Engineering from

Institute of Industrial Engineering, Kolkata.

He has over 32 years of experience in the field of technical, operations and research and

development and was associated with the Maharishi Institute of Ayurveda prior to joining

our company in April 2001

K N Jagadeeshan

GM-Sales

GM-Sales, holds a master’s degree in arts from Calicut University. He has over 33 years of

experience in the field of sales and marketing and joined our Company in November 1988

Ajith Kumar

GM-Sales

GM-Sales, Holds a master’s degree in Economics. He has over 18 years of experience in the

field of marketing and joined our company in January 1988

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T Krishnan

GM-Operations

GM-Operations holds a bachelors degree in commerce from Osmania University and is a

certified accountant from the Indian Institute of Bankers. He has over 32 years of experience

and was associated with the Bank of India and Development Credit Bank prior to joining our

company in July 2002

Neetu Kashiramka

AGM-Finance

AGM-Finance, holds a bachelor’s degree in Commerce from the University of Mumbai and

is a qualified Chartered Accountant. She has over 10 years of experience in the field of

finance and accounts and was associated with Kewal Kiran Clothing prior to joining our

company in November 2000

S Diwakar

Manager

Manager - Human Relations Development, holds a bachelors degree in commerce from

Madras university and is a certified accountant from the Indian Institute of Bankers. He has

over 35 years of experience and was associated with Bank of India and Development Credit

Bank prior to joining our company in April 2003

Raghavendra K

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Manager - Marketing Services

Manager - Marketing Services, holds a masters degree in business administration from

Kuvempu University and holds a post graduate diploma in advertising and public relations

from Symbiosis College, Pune. He has over 10 years of experience in the field of media

planning and buying and was associated with Lintas, Mudra, OMS prior to joining our

company in April 2004

INFRASTRUCTURE

Manufacturing Facilities

Jyothy Laboratories Limited has a well oiled framework to manufacture and roll out brands

across various product categories.

Besides separate plants for manufacturing the entire product range, the company also has

infrastructure for Machine Design & Manufacture, to cater to in-house production

requirements.

Jyothy Laboratories Limited has a battery of 21 modern manufacturing units at 14 locations

across the country. While these units have been established at strategic locations, to capitalize

on the facilities offered by the Government, many of these units by virtue of being located in

the hinterland, also offer employment opportunities and a fillip to economic development in

the area. Besides, the micro-economic benefits are excellent logistical advantages,

elimination of rise of labour unrest in any location, regional political unrest, transport strike

etc and ensuring minimum deployment of working capital.

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All manufacturing facilities and personnel are sensitized to ensure minimal wastage, promote

environmental conservation and maintain high quality standards.

Distribution Network

In keeping with objective of reaching out to every Indian household, we have ensured that

our brands touch the daily lives of people across the country.

This objective is translated on the ground through the formidable distribution network of

Jyothy Laboratories Limited covering even far flung hamlets that dot the remotest corners of

this vast nation.

At Jyothy Laboratories Limited, we act on a clear understanding of the consumer and the

market that we serve. Quite naturally, our distribution strategy is attuned to the dynamics of

catering to different types of markets in diverse locations. Thus, there is a high level of

customization of the distribution channel depending on the nature of the market and the

specific geography that we operate in.

The deep insights garnered from the grassroots, focused sales & marketing strategies and

persistent efforts have resulted in higher penetration, increased sales and delighted customers.

A large field force with over 1500 sales personnel and a network of over 2500 distributors

ensure a direct reach of over 1 million retail outlets and an indirect reach of over 1.5 million

retail outlets.

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R & D Initiatives

Jyothy Laboratories Limited owes its genesis to an unflinching faith in the power of

innovation. This urge to innovate has found expression in every product category, brand and

operation in the organization.

Driving and sustaining innovation is critical to addressing the need to offer value for money

brands and ensure customer delight. Jyothy Laboratories Limited accords great importance to

the role of Research & Development as a key enabler in this process.

The R & D center offers state-of-the-art facilities and is well equipped to cater to the needs of

research for each of our Business Divisions. The ISO 14001 certified facility is fully geared

to pursue sustained experimentation and product development. The R & D facility is powered

by a qualified and skilled talent pool of professionals who bring to the table, years of

experience in their respective domains.

The impressive portfolio brands bears testimony to the sustained and systematic R & D

initiatives pursued by Jyothy Laboratories Limited. Besides offering tangible benefits to the

consumer, the R & D drive empowers our passion to come up with unique formulations,

varied product offerings and above all, provides all these to consumers at affordable price

points.

Corporate Policy

Our mission of touching the daily lives of consumers in millions of Indian households is

powered by an unwavering commitment to ethics and professionalism in all aspects of

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business conduct. At Jyothy Laboratories Limited, we strongly believe that this is possible

only through good corporate culture and governance.

At Jyothy Laboratories Limited, Corporate Governance is not something that is restricted to

the upper echelons of the organizational structure.

For us, this is an ongoing commitment shared by the Board, the Core Team and every

individual in the organization.

Quite naturally, an independent Board of Directors, a carefully structured Corporate Policy

and strong internal controls ensure the highest standards of corporate behavior at all levels –

the people we work with, business associates and the communities we operate in.

This, we believe will ensure the promise of long term value for our employees, business

associates and investors – leading to profitable growth and sustainable development.

MANAGEMENT STRUCTURE

M P Ramachandran

Chairman & Managing Director

Set up Jyothy Laboratories in 1983

Was nominated by the Economic Times for "Entrepreneur of the Year Award" in

2003 and 2004

Ullas Kamath

Deputy MD

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Chartered Accountant, CS, M.Com and a bachelor’s degree in Law

Associated with JLL since incorporation and Board member since 1997

M.R. Jyothy

Executive Director

B.Com, MBA (Wellingkars), Family Business Management (SP Jain)

Board member since October 2005 and handles sales administration, marketing and

brand communication

Nilesh Mehta

Chartered Accountant, PG Diploma in Management from the IIM – Ahmedabad

Managing Partner of Aureos Capital and General Partner of eIndia Venture Fund

infinity II

K.P. PADMAKUMAR

Certified Accountant from Indian Institute of Bankers (CAIIB) and Bachelor’s Degree

in Agricultural Science

Over 36 years of experience in Commercial Banking

Bipin Shah

Chartered Accountant and holds a Bachelor’s degree from the University of Mumbai

Previously a director with HLL and Lipton India Limited

BUSINESS DIVISIONS

Fabric care

Ujala Supreme

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Ujala is synonymous with the genesis of Jyothy Laboratories Limited and has created history

in more ways than one. Ujala - the flagship brand of Jyothy Laboratories Limited marked the

beginning of our endeavor to offer innovative and value for money products to the Indian

consumer.

The product category for a liquid fabric whitener was literally non-existent prior to the advent

of Ujala. While the “HAVE YOU CHANGED OVER TO UJALA” punch phrase captured

the imagination of people throughout the country, Ujala ushered in a revolution, with

consumers shifting from powder blue to liquid blue. Positioned on the platform of

whiteness and brightness, Ujala is a market leader in its category - the growing market share

is a testimony to the brand’s popularity.

Ujala Supreme - used as a post-wash application for brightening white clothes has an instant

whitening system that assures uniform and consistent results.

Ujala Supreme is available in 9ml, 30ml, 75ml ,125ml and 250 ml bottles.

Ujala Washing Powder

Ujala Super Washing Powder – launched with an innovative formula is a reflection of the

constant endeavour of the R&D centre at Jyothy Laboratories Limited. Ujala Super Washing

Powder, with its advanced cleaning power ensures superior cleaning at a reasonable cost.

While its special action penetrates deep into clothes to dislodge stubborn dirt, oil and stains,

Ujala Super Washing Powder has pleasant fragrance, leaving clothes fresh and clean.

Absolutely soft and safe on hands, Ujala Super Washing Powder is tough on grime and

provides superior cleaning at an affordable cost.

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Ujala Super Washing Powder is available in 25gm, 500gm and 1kg packs.

Stiff & Shine

Ujala Stiff & Shine is a shining example of the product development initiatives of the R & D

division at Jyothy Laboratories Limited. Positioned uniquely to address the need to keep

ensure that clothes retain the crisp feel and a sparkling appeal, Ujala Stiff & Shine is specially

formulated to maintain clothes at their crisp and shining best. It is suitable for clothes of all

fabric type and colours.

A post-wash liquid fabric enhancer, Ujala Stiff & Shine helps provide the stiffness for that

crisp look without the white patches and bad odor commonly associated with starch. What’s

more, unlike the inconvenient and messy experience of using starch, Ujala Stiff & Shine is

handy and easy to use.

Ujala Stiff & Shine gives that special sheen to clothes, making them as good as new -

offering premium quality and utmost care for your laundry.

Ujala Stiff & Shine is available in 20gm sachets, 100ml and 200ml bottles.

Household Insectiside

Maxo Cyclothrin Coil

Maxo – the offering in the Household Insecticide segment from Jyothy Laboratories Limited

took the mosquito repellant market by storm.

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Maxo Cyclothrin coils have been developed to offer total protection from mosquitoes. While

other mosquito coils tackle mosquitoes only when they come in proximity to the coil, the

unique action of Maxo Cylothrin coil smokes out mosquitoes from their hideouts and

destroys them - providing corner to corner protection and a peaceful sleep all through the

night.

Besides having a pleasing fragrance, Maxo is specially designed to avoid breakage while

separating the coils from the packaging.

Maxo Cylothrin coils are available in Regular, XL and Giant sizes and provide protection for

8, 10 and 12 hours respectively.

Maxo Cyclothrin Liquid

Maxo Cyclothrin Liquid in a handy liquid vaporizer format offers complete and cost effective

protection for 45 and 60 nights. Formulated with active ingredients, this vaporizer provides a

potent and convenient solution to counter mosquitoes and constitutes the first line of defence

against potential diseases and health hazards.

Maxo vaporizer is available in bottles of 30ml for 45 nights and 45ml for 60 nights.

Maxo Aerosol

Maxo Aerosol is a must have in your household kit – to ward off pesky pests.

Fully loaded with a potent combination to ward off cockroaches, ants, houseflies, lizards etc.

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Maxo Aerosol is formulated to hunt out these pests from their hideouts and eliminate them.

Maxo Aerosol is presented in handy containers of 150ml and 300 ml.

Utensil Cleaners

Exo Dish Wash Bar

Exo Dish wash is yet another offering that draws on the wealth of experience of our R & D

division. The product is not meant to just clean utensils, but also provide protection form

bacteria and harmful germs.

Fortified with powerful anti-bacterial agents, Exo Dish wash bar fights and kills disease

causing bacteria that enter food through contamination of utensils. The powerful formula

removes sticky oil stains, grime and stubborn burnt food residues from utensils and makes

them safe and sparkling.

Exo Dish Wash Bar is available in 100gms, 200gms and 380gms packs.

Exo Dish Wash Liquid

Exo Dish Wash liquid presents all the potent qualities of the innovative Exo formulation in a

convenient to use liquid variant.

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Exo Dish Wash Liquid is the only anti bacterial dish wash liquid with Cyclozan as the active

ingredient. Convenient and handy, this is ideal for stainless steel, crockery, cutlery and non-

stick kitchen ware.

Exo Dish Wash Liquid ensures streak less glasses, gleaming cutlery and sparkling dishes

while disinfecting them.

Exo Dish Wash liquid is presented in elegantly designed 500ml bottles & 125ml bottles.

Fragrances

Maya

Maya is a fragrant offering from Jyothy Laboratories Limited comprising of a wide range –

an ideal fragrance for every occasion in the form of agarbathis (incense sticks).

Inspired by nature, the enchanting array of incense sticks provides the perfect ambience and

enhances the experience to match every mood.

Carefully selected, each fragrance from the exotic collection is formulated to spread faster

and linger longer. The Maya bouquet comprises of a wide range of floral, traditional and

aromatic fragrances like Rose, Jasmine, Sandal, Sarvasugandhi, Magic, Milan, Prarthana and

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Raaga 4-in-1, with many more varieties collection.

The Maya range is presented in attractive pouches and cartons containing 8, 15, 20, 40 and

100 sticks.

Personal Care

Jeeva Naturals

Jeeva Naturals is yet another special offering from Jyothy Laboratories Limited’s Personal

Care portfolio. This specially formulated beauty soap range is packed with hand picked

ingredients from nature to enhance the experience for the discerning consumer.

Jeeva Naturals is a range of soaps that encapsulates the goodness of coconut milk. Coconut

milk is nature`s treasure trove of minerals, vitamins, essential oils and proteins. This is

further enriched with other natural ingredients like Kasturi Manjal, Milk protein and Jasmine,

renowned for their skin nourishing benefits.

Jeeva Naturals is available in three variants - Coconut Milk with Milk Protein, Coconut Milk

with Jasmine and Coconut Milk with Kasturi Manjal, and is presented in 75gm packs.

Allied Business

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Jeeva Naturals

Jeeva Naturals is yet another special offering from Jyothy Laboratories Limited’s Personal

Care portfolio. This specially formulated beauty soap range is packed with hand picked

ingredients from nature to enhance the experience for the discerning consumer.

Jeeva Naturals is a range of soaps that encapsulates the goodness of coconut milk. Coconut

milk is nature`s treasure trove of minerals, vitamins, essential oils and proteins. This is

further enriched with other natural ingredients like Kasturi Manjal, Milk protein and Jasmine,

renowned for their skin nourishing benefits.

Jeeva Naturals is available in three variants - Coconut Milk with Milk Protein, Coconut Milk

with Jasmine and Coconut Milk with Kasturi Manjal, and is presented in 75gm packs.

Godrej Tea

Jyothy Laboratories Limited has an agreement with Godrej Tea Limited to distribute its

Godrej Tea brand in India.

Ekta`s Dhoop

Ekta`s Karyasiddhi Graha Shanti Dhoops is a variety of agarbatti aimed at customers with

astrological interests and beliefs. The brand is owned and marketed by Balaji Telebrands

Limited and is distributed by us.

Objectives

1. To measure the trader satisfaction

2. To know the satisfactory level of traders

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3. To welcome suggestions from the traders for the betterment and improvement of the

products

4. To find out the length of association of the trader with the company and thus

understand from them their opinion regarding the growth of the company.

5. To find out the movement for the product when compared to the competitors

6. To measure the goodwill of the company

7. To find out whether the traders are happy and satisfied with the services and schemes

offered to them by the company

8. On the whole to find out if the trader is satisfied with the trading results of EXO dish

wash bar.

Methodology

The methodology used for study includes primary and secondary data.

The primary data collection includes questionnaires and secondary data collection includes

information from official website of the company,

Sample size

The sample size selected for the study is limited to 100. Though every effort has been made

to ensure that the sample is truly representative, it was restricted to just 100 shops due to

money and time constraints.

Scope Of Study

In this study an attempt is made to know the level of traders satisfaction in selling the product

Stiff And Shine , thereby understanding the performance and movement of the product

,welcoming suggestions from the traders on how to improve the movement of the product and

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also understand whether the traders are happy with the schemes and the overall service

offered to them by the company as traders can create wonders in selling the product and can

help the company in understanding the exact position of the product in the market.

Trader satisfaction

Significance of Traders

In today’s economy most producers do not sell their goods directly to final users. Between

them and final users stand a host of marketing intermediaries performing a variety of

functions.

Traders are marketing intermediaries who buy, take title to and sell to the ultimate

consumers. Traders over come the time, place and possession gap that separate goods and

services from those who would use them.

Decision regarding the traders is the most critical decision facing the management. These

decisions intimately affect all other marketing decision.

Traders are the pivots in the marketing effort. A dealer is a force to reckon with. A trader

significantly influences the decision making process of local customers. A trader is also well

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aware of the customer needs and wants. Thus the marketing success or failure in many

businesses is made at the trader level.

The trader can build a great deal of goodwill for the firm, carry its message to all pockets

and win over new customers. He can also be a source of strength to the firm in all its efforts

at sales promotion and publicity.

A progressive firm would assign to the trader a pivot role in market penetration, development

and sales promotion if it always remembers that its marketing strength depends on the

strength of the traders.

Significance of knowing the Traders Attitude

The Traders attitude is studied for the following reasons.

1. To know whether the Traders are satisfied with the products they deal.

2. To motivate the Traders.

3. Traders provide vital information regarding customers needs and wants and also

about the competitors.

4. Traders could easily forecast trends or changes in the market and inform the

company.

5. To make necessary modifications in product appearance and packing.

6. To understand how the traders perceive about their relationship with the company

7. Necessary modifications or changes could be made is sales promotion activities as

per traders’s suggestion

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NEED FOR THE STUDY

In today’s competitive market Traders plays a vital role, which decides the

existence of the company. Traders are the only persons who have direct contact with the

customers. They can increase the goodwill of the company, they can create demand for the

product and they can even increase the sales all the factors depend upon the level of

satisfaction. So better understanding of Traders is necessary. The present study was

undertaken for giving valuable input for that.

INTRODUCTION TO CHEMICAL INDUSTRY

Chemicals are essential components of manufacturing, vital to industries such as

construction, automobile, paper, electronic, transportation, agriculture, and pharmaceuticals.

Although some Chemicals manufacturers produce and sell consumer product such as soap,

bleach, and cosmetics, most chemical products are used as intermediate products for other

goods.

WORKING CONDITIONS

Manufacturing chemicals usually is a continuous process; this means that, once a

process has begun, it cannot be stopped when it is time for workers to go home. Split,

weekend, and night shifts are common, and workers on such schedules usually are

compensated with higher rates of pay. As a result, the average workweek in the chemical

industries was 42.1 hour in 2002, 2.0 hours longer than the average for non-durable

manufacturing industries, and 8.4 hour longer than the average for all private industries. The

industry employs relatively few part-time workers.

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Most jobs in chemicals manufacturing, except drugs, are in large establishments. The

largest 20 percent of establishments that employed 50 or more workers in 2002 had over 80

percent of the industry’s jobs. The plants usually are clean, although the continually running

machines sometimes are loud and the interior of many plants can be hot. Hardhats and safety

goggles are mandatory and throughout the plant. Hazard in the chemicals industry can be

substantial, but they are generally avoided through strict safety procedures. Workers require

protective gear and extensive knowledge of the dangers associated with the chemicals being

handled. Body suits with breathing devices designed to filter our any harmful fumes are

mandatory for work in dangerous environments.

In spite of the hazards of working with chemicals, extensive worker training on

handling hazardous chemicals and safety measures have resulted in injury and illness rates

for some segments of the chemical industry that are much lower than the average for the

manufacturing sector. The chemicals industry (including pharmaceuticals) reports just 3.3

cases of work-related injury or illness per 100 workers, compared with an average of 7.2

cases for all manufacturing industries in 2004.

INDIAN CHEMICAL INDUSTRY

The Indian Chemical Industry has maintained steady growth over the past decade.

Chemical and allied industries have been among the faster growing segments of the Indian

industry. Industry observers expect increased growth of the Indian chemical industry in the

next two decades.

OVERVIEW

Contributes to 13% of GDP

One of the fastest growing sectors of Indian economy.

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Chemical Industry in India is fragmented and dispersed – multi product and with

multi – faced.

Chemical sold directly to large customers and through distribution channels.

Distribution channel mainly consists of stockiest and dealers spread all over.

India addressing small segments and retail market.

CHEMICAL INDUSTRY STRUCTURE

Highly fragmented and widely dispersed.

Western India accounts for 45-50% of total Indian chemical Industry.

Large players in bulk chemicals. Both large and small players in Fine and Specialty

chemicals.

Presence of many multi national companies also.

PRODUCTS RELATED TO THE CHEMICAL INDUSTRY

Chemical industry is highly heterogeneous with the following major sectors:-

Abrasives and Allied Products

Abrasives Belts , Abrasive products , Metal abrasives ,Abrasives

Adhesive, Glue and Gelatin

Adhesive, Gum Products , Adhesive Plaster , Adhesives , Industrial Adhesives, Screen

Adhesives, Natural gum, Plastic gum, Gaur gum, Gelatin , Glue, Wood Gum, Guar gum

powder, Rubber adhesive

Chemical Processing Plants & Machinery

Chemical Equipment ,Chemical Machinery, Chemical plant Machinery, Chemical Processing

Plant, Nitrogen Plants, Acetylene Plants, Powder making plants, Soap processing machine,

Dow chemical plant

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Fertilizers

Bio fertilizers , Urea fertilizers, Fertilizers, Chemical fertilizers , Natural fertilizers ,

Agriculture fertilizers , Organic fertilizers

Flavours & Aromatics

Aromatics , Aromatic fragrances, Essence, Flavouring essence, Food preservative ,

Fragrance chemicals, Food processing chemicals , Food colour

Industrial Chemicals

Ferrite powder , Industrial alcohol , Methanol, caustic soda, Chromatic chemicals, Liquid

oxygen, Liquid ammonia, Industrial explosives, Industrial chemicals, Bone grist

Industrial & Medical gases

Compressed nitrogen, Corex gas, Hydrogen, Nitrogen gas, Trichloroethylene

Tetra chloroethene, Oxygen gas, Medical gas, Industrial gas, Chemical gases, Argon,

Ammonia, Acetylene

Soaps and Detergents

Cleaning products, washing soap, Washing powder, Detergent, Luxury soap, Detergent

powder, Synthetic Detergent, VIP soap, VIP detergents

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Analysis and interpretation

Q2: Duration with jyothy laboratories limited

1. 12% respondents have less than 3 year’s association with jyothy laboratories.

2. 24% respondents have between 3 -6 years experience with jyothy labs.

3. Rest 64% has more than 6 year association with jyothy laboratories.

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Q3: What are the factors influenced you to take the dealership of EXO?

1. Out of the hundred samples 7% were influenced due to the attractive PROFIT MARGIN

that EXO gives.

2. 16 % were influenced due to the BRAND IMAGE that EXO possess.

3. 27 % dealers were influenced because of the QUALITY that EXO has.

4. 29 % dealers ALREADY HAVE THE DEALERSHIP of Jyothy laboratories.

5. 15 % take the dealership of EXO due to the HEAVY DEMAND that EXO has.

6. The last 5% dealers took the dealership of EXO due to some OTHER REASONS.

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Q4: The visits of the company executives are very helpful.

1. Out of the 100 samples selected 12 % STRONGLY AGREE that the visits of company

executives are very helpful.

2. 43 % AGREE to the opinion that the visits of the company executives are very

helpful.

3. 28 % HAVE NO OPINION about the visit of the company executives.

4. 12% disagree to the opinion that the visits of the company executives are helpful.

5. 5% strongly disagree to the opinion that the visits of the company executives are

helpful.

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Q5: The order placing for EXO is very easy.

1. 12%of the respondents STRONGLY AGREE that the order placing is very easy for

EXO.

2. 43% of the respondents just AGREE to the opinion that the order placing is easy for

exo.

3. 26% of the respondents have NO OPINION about the statement that order placing

for EXO is very easy.

4. 15% of the respondents DISAGREE to the statement and

5. 4% of the respondents STRONGLY DISAGREE to the statement that order placing is easy.

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Q6: Timely delivery is helpful in sales of EXO

1. 16% of the respondents among the sample space STRONGLY AGREE to the fact that

timely delivery is helpful in the sales of EXO.

2. 46% of the respondents AGREE to the statement that timely delivery is helpful in the

sales of EXO.

3. 26% of the respondents have NO OPINION regarding the timely delivery of EXO.

4. 8% DISAGREE to this statement.

5. 4% strongly disagree to the statement about the timely delivery of EXO.

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Q7: The sales of EXO have increased last year compared to the previous

year.

1. Among the 100 respondents 17% of dealers STRONGLY AGREE to the fact that sales of

EXO has increased.

2. 45% of the respondents just AGREE to the fact that sales of EXO has increased,

3. 28% of the respondents have NO OPINION about the statement that sales have

increased last year compared to the previous year.

4. 10% of the respondents are of the opinion that they DISAGREE to the above statement.

5. No respondents are of the opinion that they STRONGLY DISAGREE to the above

statement.

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Q8: we are satisfied with the profit margin of EXO

1. 7% of respondents strongly agreed to the statement that they are satisfied with the

profit margin of EXO

2. 48% of respondents AGREED to the above statement

3. 35% have NO OPINION regarding the statement of profit margin of EXO

4. 7% of the respondents DISAGREE to with the statement.

5. 3% STRONGLY DISAGREE to the statement that the retailers are satisfied with the

profit margin of EXO dish wash bar.

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Q9: We are satisfied with the scheme offered compared to our competitors.

1. 6% respondents STRONGLY AGREE to the statement of satisfaction with the scheme

offered by the company.

2. 22% AGREE to the above mentioned statement.

3. 42% has NO OPINION regarding the statement of getting schemes of sales

promotion.

4. 22% DISAGREE to the statement.

5. 8% STRONGLY DISAGREE to the statement that they are satisfied regarding the

schemes compared to the competitors.

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Q10: We are satisfied with the after sales service offered.

1. 6% respondents STRONGLY AGREE to the statement that they are satisfied with the

after sales service offered by the company.

2. 42% respondents AGREE to the statement that they are satisfied with the after sales

service offered.

3. 45% respondents have NO OPINION to the above mentioned statement.

4. 5% respondents DISAGREE and

5. 2% respondents STRONGLY DISAGREE to the statement of satisfaction on the after

sales service offered by the company.

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Q11: Ads for the EXO are helpful in sales compared to competitors

1. 22% STRONGLY AGREE that ads for EXO are very helpful in sales.

2. 57% respondents AGREED to the statement that ads for EXO are helpful in sales

compared to the competitors.

3. 16% respondents have NO OPINION about the ads for EXO which are helpful in sales

compared to its competitors.

4. 5% respondents DISAGREE to the above mentioned statement while,

5. NO RESPONDENTS strongly disagree to the statement that ads for EXO are very

helpful in the sales compared to its competitors.

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Q12: We are highly satisfied to deal with exo:

1. 10% of the respondents STRONGLY AGREE to the statement to the statement that

they are highly satisfied to deal with Exo.

2. 60% respondents AGREED saying that they are highly satisfied to deal with Exo

3. 20% have NO OPINION regarding the above statement.

4. 5% DISAGREED and,

5. Another 5% STRONGLY DISAGREED to the above statement mentioning that they

are not satisfied to deal with EXO.

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Q13: How was the sale of Exo in the last year compared to other dish wash

bar?

1. 6% respondents said that compared to other dish wash bar, sales of EXO was VERY

HIGH in the last year.

2. 40% respondents have the opinion that compared to other dish wash bar, sales of

EXO was HIGH in the last year.

3. 36% responded that the sales of EXO were AVERAGE last year compared to other

bar.

4. 16% have the opinion that sales of EXO were LOW compared to competitors during

the last year.

5. Only 2% have the response that sale of Exo was VERY LOW last year compared to

other dish wash bar.

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Q14: The main problem while selling Exo is:

1. 45% respondents are having the opinion that COMPETITION is the main problem in

the sales

2. 10% said that PRICE OF EXO compared to other dish wash bar was the main problem

in sales.

3. 11% have the opinion that UNAVAILABILITY of the product is the main problem

while selling Exo.

4. 20% respondents were regarding the UNAWARENESS of the product among the

consumers happened to be the main problem.

5. 7% responded that the INFERIOR QUALITY compared to its competitors was the

main problem and

6. Another 7% could not point out the main problem in selling Exo.

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Finding

Majority of shops visited had more than six year association with jyothy labs and

they are active sellers of the products of the company.

The survey was conducted among the shops situated in sub urban as well as rural

areas, as a result, shops in suburban areas was satisfied with the visit of company

executives but rural area shopkeepers says the executives were not coming to the

shops meanwhile they are getting the products from whole sale shops in the town.

From the survey it was found out that the sales of the product have increased and

the retailers are very much satisfied to deal with Exo.

Majority of the respondents are satisfied with the profit margin of Exo but they feel

that the schemes that the company offers are not up to the mark.

The retailers have very less complaints regarding the quality and other features of

the products and they insist that the advertisements are very helpful in boosting the

sales of the product.

Comparing to other dish wash bar the sales was high last year and the major threat is

the competition from vim.

Suggestions

The company should come out with attractive schemes for small traders who are not

able to purchase the product in bulk or in dozen.

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Some traders would like the company to increase the quantity of sachet. They say

that the quantity is very less and the customers are not buying it.

The company should also introduce attractive offers for every trader as they can

increase the goodwill of the company, they can create demand for the product and

they can even increase the sales.

Limitations

The study consists of certain limitations, which are as follows..

1. The study is limited to just 100 shops

2. The study is limited to particular areas like chalakudy , koratty etc.

3. The traders were sometimes reluctant to co-operate in the survey.

4. The survey was too time consuming as I had to wait in each shop for at least 10-15

minutes to get a response from them.

5. Only afternoon sessions could be utilized effectively for survey because it was the

only time the traders could stretch their back.

6. As a result sometimes the goal set for the day, for example “10 shops in a day” could

not be achieved.

7. The unavailability of shop owners was also a problem to some extend

as the staff present in the shop were reluctant to reveal information in the absence of

their boss.

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Conclusion

The study was conducted to depict the level of trader’s satisfaction in selling the product Exo

dish wash bar. The study was conducted in 100 shops and the study reveals that the

satisfaction level of 86 traders with the overall level of service is 100% .

The remaining 14 traders were of the opinion that the schemes are available only when they

purchase in bulk or in dozen and which they are not capable of. They came out with a

suggestion of introducing some attractive schemes for such small traders.

Thus it was found that a majority of traders are happy and satisfied with the schemes offered

to them by the company. This study will certainly help the company to understand the small

traders and introduce attractive schemes which will help the company to attain 100% trader

satisfaction.

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Questionnaire

A study on dealer satisfaction regarding EXO dish wash bar

Tick the appropriate column, S A - Strongly agree, A- Agree, N O - No opinion

D- Disagree, S D- Strongly disagree.

1. Name of the dealer :

2. Duration of association with JYOTHY LABORATORIES LTD.

(a) Less than 3 year

(b) 3 – 6 year

(c) More than six years

3. What are the factors influenced you to take the dealership of EXO.

(a) Attractive profit margin (b) Brand image

(c) Product Quality (d) Already dealer

(e) Product demand (f) any other specify

4. The visits of company executives are very helpful

(a) S A (b) A (C) N O (d) D (e) S D

5. The order placing for EXO is very easy.

(a) S A (b) A (C) N O (d) D (e) S D

6. The timely delivery is helpful is helpful in sales of EXO.

(a) S A (b) A (C) N O (d) D (e) S D

7. The sales of EXO has increased last year compared to previous years

(a) S A (b) A (C) N O (d) D (e) S D

8. We are satisfied with the profit margin of EXO.

(a) S A (b) A (C) N O (d) D (e) S D

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9. We are satisfied with the schemes offered compared to our competitors.

(a) S A (b) A (C) N O (d) D (e) S D

10. We are satisfied with the after sales service offered.

(a) S A (b) A (C) N O (d) D (e) S D

11. Ads for EXO are helpful in sales compared to competitors.

(a) S A (b) A (C) N O (d) D (e) S D

12. We are highly satisfied to deal with EXO.

(a) S A (b) A (C) N O (d) D (e) S D

13. How was the sale of EXO in the last year compared to other dish wash bar.

(a) Very high (b) High (c) Average

(d) Low (e) Very low

14. The main problem while selling EXO is

(a) Competition (b) price of EXO

(c) Unavailability (d) product unawareness

(e) Quality (f) any other specify

Thank you

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