Introduction

In this time, “Marketing” is one

of the popular words we use
often in business world. We
can’t even think about business
without various perspectives of
marketing. Marketing plays a
crucial role in business and
branding is considered as the
most important part.
Marketing is considered as the
core part of successful business
and the center of marketing is branding.
Through branding organization communicate to their products with
their targeted customers. A strong brand is more valuable as the battle
for customers strengthen day by day. To grab the desired and targeted
market segment and sustain in the market successfully is important that
the branding of the product is effective.
FMCG (Fast Moving Consumer Goods) industry is one of the faster
growing segments of the market in Bangladesh. Its growth has
stableness than any other industry in Bangladesh. This wing touches
every aspect of human life.
The market dynamics of the
segment are changing very
often. Even in the harsh economic conditions of Bangladesh the FMCG
market continues to grow at a rate of over 9%. With such rapid growth
FMCG marketers need to analyze the selling performances of each
product line in a professional way.
When an organization going to introduce a new product in the market
they are thinking
about the whole
marketing strategies
they should apply
which are suitable
for the product. Best
combinations of
suitable strategies
can help the product
launching and
developing in
market more
successful. In this country, FMCG industry based companies has a huge
competition among their product line and categories.
So introducing a new product in the market and having a good market
share is not an easy job to complete. BTL or below the line marketing
programs are quite popular and for FMCG products it is quite effective
and efficient to gain recognition and sustain in the market.
The consumer behavior is directly involved in obtaining, consuming, and disposing
of products and services, including the decision process and follow action. Their
expectations towards the buying product change from time to time. Now a day,
rural marketing is gaining a significant importance because it is one of the fastest
growing markets in India. The consumption pattern, lifestyle of the people and the
buying behavior of the people living in rural areas is also changing. The detergent
powder is one of the most widely used household items used by the people of all
age groups and is needed on daily basis for cleaning clothes. The preference of
detergent generally depends on product quality, safety, functionality and packaging
of product.

Jha (2013)
suggested that
for rural
consumers the
consumption
pattern was
influenced by
family size and
structure and all
the selected
brands were
acceptable to the
rural consumer.
The sellers need
to start
exhibitions, road
shows and arrange product trials to attract more consumers in rural used Surf Excel
and Aerial.

It is a known fact that purchasing of different detergent brand by consumers is

affected by various factors viz. family’s choice, brand advertisement on Television,
Radio, Newspaper etc., and various schemes like discounts, offers, coupons etc.

Thus, the study was conducted to know the consumption pattern of

detergent powder in rural consumers, identify the source of information of
particular detergent brand, the factors influencing the brand choice and per capita
consumption per month.
History
In 1987, a year before Wheel was launched by HUL, without much
attention of media or public, Muralidhar and Bimal Kumar
Gyanchandani launched Ghari detergent in Kanpur, Uttar Pradesh. In
1988, Muralidhar and Bimal Kumar incorporated Shri Mahadeo Soap
Industries Pvt. Ltd. under which they started manufacturing Ghari
detergent. Eventually, Shri Mahadeo Soap Industries Pvt. changed its
name to Rohit Surfactants Private Limited (RSPL) in June 2005.
It is said that Ghari was inspired by Nirma, which was launched in 1969
and evicted HUL's Surf within four years of its launch to become the
market leader in 1987 having a market share of around 30%. Nirma was
at its peak when Ghari was launched in 1987. In 1988, HUL launched
Wheel to take on Nirma which snatched top spot from Nirma in 2000.
Ghari had to compete against two big players Wheel and Nirma since its
launch. After 25 years of its inception, it took the top spot in the
detergent market in 2012.

Evolution of detergent industry in India

Detergent industry had its beginning in 1957. Swastik Oil Mills in

Wadala, Mumbai, was the first Indian factory to manufacture synthetic
detergents. The evolution of detergent powder industry is summarized in
the table below keeping focus on Indian subcontinent.
 German scientists develop synthetic detergents to
overcome post-World War-I shortages in key ingredients
1930 then used for soap, animal fat and vegetable oils. The
other big advantage of synthetic detergents was that they
were better at washing clothes in 'hard' water. They were
also far better suited than soap for use by the textile
industry.
Detergents, specifically the brand Persil, enter post-War
1945-47 German morbid humour. Persilscheins was the jokey
shorthand for the de-Nazification certificates issued by
Allied Powers to Germans.
Huge post-war expansion of the synthetic detergent
industry in its key market, the US, and the associated
environmental problems. Sulphonates used in detergent
1950 to get the dirt of clothes, were not biodegradable. Their
release into water bodies lead to huge amounts of foam
being formed in lakes and rivers. Under public pressure,
manufacturers switched to biodegradable substances.
The first Indian factory to manufacture synthetic
1957 detergents set up by Swastik Oil Mills in Wadala,
Mumbai. Even though key ingredients are imported, they
still cost far less than importing finished detergents.
HUL (then HLL) enters India accelerating the shift to
detergents is persisting shortages of vegetable oils, a key
1960 ingredient in soap. By the mid-60s large corporates like
Tata Oil Mills and Hindustan Lever establish themselves
in the business. The latter even begins exporting to
Russia.
Since 1950, another key ingredient in detergents was
phosphate chemicals, which is effective in washing
1965-70 clothes in 'hard' water. But they also caused
 'eutrophication', a dramatic and excessive growth of
plants in lakes and other water bodies that uses up most
of the oxygen, leading to the death of marine life like
fish. Detergent makers in the US started using non-
phosphate chemicals in response to the criticism, though
they fight against an outright ban.

1969 Nirma, HUL's future nemesis, is born.

Shortages in vegetable oils accelerate and so does the use

of synthetic detergents. To promote their use among wary
soap-using consumers in rural India, companies like HUL
1970 perform plays and puppet shows at mandis. HUL also
introduces Rin Bar at about this time. Mindful of the need
to conserve the use of vegetable oil, government
classifies synthetic detergents as a 'core' industry.
Despite the expansion in synthetic detergents, the
capacity of the Indian industry is still only 84,000 tonnes,
1974 far less than the government-sanctioned capacity of 3.5
lakh tonnes. Queering the pitch, the government begins
pondering the liberalisation of licences, but only to the
small-scale sector.
Due to the West Asia oil crisis, prices of key
petrochemicals skyrocket, by as much as 100%, forcing
1975 manufacturers to raise prices of detergents. The price of
Surf doubles in one year, causing outrage in Parliament
against companies like HUL. Such high raw material
prices will persist through the 70s.
Point, a detergent brand, achieves history by being the
first product in this category launched by a sarkari
1975 factory, the public-sector Government Soap Factory of
Bangalore (which also makes Mysore Sandal soap).
 Soap Opera, Mid- to Late-70s High detergent prices
make soap manufacturers competitive, causing
consumers to switch.
25 years after the first domestic factory was established,
1983 synthetic detergents only manage a 25% market share of
the total fabric washing market. By comparison, the
market shares in Thailand that time is 99% and in Kenya,
60%.
Saea ade as lower-priced Nirma evicts HUL's Surf from
1985 the pole position in the detergents market.

Unnoticed by the biggies, brothers Muralidhar and Bimal

1987 Kumar Gyanchandani launch Ghari, which will
eventually come to rival the two giants in market share.
HUL introduces Wheel to take on Nirma. In its battle
1988 with Nirma, HUL will bring its massive marketing and
distribution muscle to bear.

2000 HUL wins the battle. Nirma falls to second place.

Early Ghari overtakes HUL.

2012

Company Profile

The Fast-moving Consumer goods (FMCG) are the products that have a
short life as the products are mainly daily using products and are sold
quickly in a short time period. RSPL Health BD Limited established in
Bangladesh in 2013.

This organization is part of RSPL Group India. It first launched their

product “GHARI Detergent” in 27th may, 2014 in Bangladesh. The first
factory located in Savar was inaugurated on December 2014. Initially,
they had only one employee on payroll acting as the Country Head and
his office was only his laptop bag! From there onwards, almost two and
a half years down the line, RSPL Health Bd. Ltd. now has three factories,
150+ employees, 600+ DSRs, 350+ distributors, 150+ laborers, launched
another two brand new products named “Ghari Laundry Soap” and
“Ghari Detergent Powder”.

The vision of RSPL Health Bd. Ltd. is to bring back the crown to the
consumers where it rightfully belongs by providing best value- for-
money with ever- evolving and well researched products.

RSPL Health Bd. Ltd. looks forward to become the market leader and
maintain relentless growth by making sure that the customers get what
they deserve. In order to achieve the dream, they have focused on their
employees who will ensure that their dream is turned into reality.

RSPL Health BD Ltd. has also recently initiated implementation of

succession planning, replacement planning, competency framework
and exit interviews at all levels. In comparison to the already
established companies in Bangladesh in this sector and RSPL India, they
still have a long way to go to achieve their dream and turn it into
reality.

This organization not only wants to be the market leader in terms of

revenue or financial achievement, but also winning hearts of all the
consumers and fulfilling their wishes and requirements. They also want
to be the “Best Employer in Bangladesh” as per the view of job
applicants as well as the existing employees.
 Rohit Surfactants Private Limited -Company does the manufacturing
and trading of detergents, toilet soaps and other FMCG products. Poonam
Developers & Infrastructure India Private Limited -This Company is
involved in the business of construction and real estate. Calcutta Detergents
Private Limited -This Company does activities of manufacturing and trading
of detergents. All the Companies are under the supervision and control of
the same management, thereby making its recognition as the “GHARI
GROUP”.

Ghari Detergents brand is one of the fastest growing in the stagnant FMCG
market. The Ghari Group, in spite of such competition, is making great
strides in the Indian Detergent Industry and is currently ranked

as third largest brand in its category with more than 16% market share
(approx.) and is striving to better its position by constant endeavor.
With the passage of time, by adopting latest technology and using premium
quality raw material, it developed a product under the brand name ‘GHARI’
to the liking of the masses and achieved a group turnover

Of more than Rupees 1000 Crores in the financial year 2006-07, are
continuing with an average growth rate of 15 to 20%.

Today, Ghari is one of the fastest growing brands with a market share of
around 40% in UP and Bihar with close to 10% volume share on an all-India
basis. It caters to the mass market through a wide network of 300
distributors and a million retail outlets spread from the smallest rural village
to the largest metro with a strong base in North India. KTC clocked a sales
turnover of Rs 840 crore in ’05-06 with a net income of Rs 35 crore. It has

Projected a net profit of Rs 60 crore in the current fiscal, on a turnover of

over Rs 1,000 crore. The funds raise through the private placement route
would be used to finance KTC’s ongoing projects in Uttaranchal and other
parts of the country.
Brief History

The leading brand “GHARI” and some other brands in the detergent
segment were earlier owned by KTC Private Limited, the marketing
company of the group. The company has been merged with Leayan Over-
seas Private Limited; another group company engaged in the manufacturing
and marketing of leather shoes under the brand name of “RED CHIEF” and
finished leather. Pursuant to the Scheme of amalgamation becoming
effective, the name of the company has been changed to “Ghari Industries
Private Limited”. The activities of the merged entity are now broadly into
two segments, the marketing and trading of Ghari detergent cake/detergent
powder and manufacturing and marketing of leather shoes and finished
leather.

Footwear range of Ghari Industries Pvt. Ltd. was launched under

the brand name Red Chief in 1997 to meet the growing demand for branded
high quality leather footwear at an affordable price. Starting with a handful
of employees in 1997, Red Chief now has a workforce of more than 350
dedicated employees. The company has recorded an impressive growth
through its enthusiastic and highly motivated marketing team and an
efficient distribution network covering nearly the whole of north & west
India. For future growth the company is now all set to explore overseas
market.

In 1987, a year before Wheel was launched by HUL, without much

attention of media or public, Muralidhar and Bimal Kumar
Gyanchandani launched Ghari detergent in Kanpur, Uttar Pradesh. In
1988, Muralidhar and Bimal Kumar incorporated Shri Mahadeo Soap
Industries Pvt. Ltd. under which they started manufacturing Ghari
detergent. Eventually, Shri Mahadeo Soap Industries Pvt. changed its
name to Rohit Surfactants Private Limited (RSPL) in June 2005.

It is said that Ghari was inspired by Nirma, which was launched in 1969
and evicted HUL's Surf within four years of its launch to become the
market leader in 1987 having a market share of around 30%. Nirma was
at its peak when Ghari was launched in 1987. In 1988, HUL launched
Wheel to take on Nirma which snatched top spot from Nirma in 2000.
Ghari had to compete against two big players Wheel and Nirma since its
launch. After 25 years of its inception, it took the top spot in the detergent market
in 2012.
Strategies of Ghari
Ghari followed Nirma’s path of aggressive pricing

The growth of Nirma in the seventies was not from market share gains within
detergent powders; however, it was from market expansion. The low price of
Nirma brought an evolution among laundry soap users who gradually switched
from soap to detergent powder. Slowly detergent powders substituted laundry
soaps within overall fabric wash category. Ghari followed Nirma’s strategy of
keeping low price and targeting customers at the bottom of the market.

Regional Focus

Ghari did not have the financial power to beat giants like HUL and P&G.
Focussing on Uttar Pradesh, its home state, was a big advantage for Ghadi. The
reason is attributed to the fact that Uttar Pradesh has a population of 167 million,
the highest among Indian states. It accounts for over 12% of the country’s FMCG
sales.

In addition, the adjoining markets of Bihar, Madhya Pradesh and Punjab along
with UP account for one third of the total consumer products market. The strategic
focus for Ghari was to capture adjoining markets after capturing the massive
market in Uttar Pradesh. Ghari was successful in capturing the adjoining markets
over a period of time.

Incentives to the Dealers

Compared to competitors who provided 5% profit margin, Ghari detergent

provided a profit margin of 6-7% to its dealers. This enabled Ghari to have a
stronger dealer base to push sales while keeping its prices low.

Mobile application to track sales

Around April 2011 onwards, RSPL started using mobile phones to book sales and
track distributor's positions and sales for which it adopted a mobile application,
‘msales’. Msales helped RSPL’s sales force to take care of the sales activity on the
go and the data captured is pushed to its enterprise resource planning (ERP)
system.

Msales is GPS enabled. So, it is possible to track the sales since the application is
GPS-enabled. Earlier, it was not possible to track sales on the go.
 Organizational Chart

Board of Directors

Sl.
Name Designation
No.

1. Shri Murli Dhar Chairman & Managing

Director

2. Shri Bimal Kumar Managing Director

3. Shri Manoj Gyanchandani Director

4. Shri Rahul Gyanchandani Director

5. Shri Rohit Gyanchandani Director

6. Shri Bansi Lal Director

7. Shri Tara Chand Director

8. Dr. R.P. Singh Director

 Research Objectives

To find out the brand availability of Ghari Detergent Cake, Venus

Soap, Xpert Dish Bar and MR2 Detergent

To ensure in my sample size that how many retailers have these

products . Whether the retailer who is in my sample size is selling these
products.

The broad objective of this paper is to understand the strategies

taken for “Ghari” detergent powder especially regarding the BTL
activation programs during the launching period.

Specific objectives:
 To understand the brand of the RSPL ltd. activation thoroughly.
 To identify the pros and cons of GHADI activation.
 To understand the effective and efficient way to launch a product
in the market.
 To monitor the brand promoters to increase the initial sales of
GHADI.
 To understand the launching of a new product in the market
thoroughly
 To have an overview of the launching of RSPL Ltd.
  To identify the problems regarding Ghadi Mahashaktishali
launching.
 To find out better suggestions and recommendations for preference
of the customer regarding the GHADI detergent product.

1. To identify the relationship between the monthly income of the

customer and their monthly expenditure they spend towards Detergent
Powder
2. To identify the preferences of various Detergent Power and factors
that influences the customer to prefer a particular brand of Detergent
Powder.
3. To identify the media, which influence the customer to prefer a
particular brand of Detergent Powder?
4. To identify the source which influence the customer to prefer a
particular brand of Detergent Powder?
 Problem Statement
Ghari repurchase issue Ghari detergent powder was launched in
Bangladesh in mid-April. Though the launching program went well, the
repurchase productivity of the product was not up to expectations
regarding the success of the launching program. There were some
unavoidable problems and correctable mistakes during launching and
post launching program which led to this low productivity issue. Some
of the problems which could not be avoided as well as problems that can
be solved are identified. Problems during launching period:
 There was an unavoidable issue regarding the timing. Around 30%
sampling was done during Ramadan.
 The weather issue was sometimes a major drawback too. Problems
during Repurchase period:
 Retailers are not interested to push sell Ghari.
 Only 10% retailers are interested to sell Ghari but the repurchase
from those outlets are still pretty slow.
 10% of the retailers are being hard to convince and some of them
shows interest only a few times to sell the product.
 Around 80% retailers are NOT INTERESTED to sell Ghari at all
due to the low consumer pull.
 Retailers often complain about the pricing of the product, as
according to them the price is not competitive enough to grab the
RIN’s market.
 The DSRs are often less motivated to call for Ghari order as the
retailers are not interested to sell the product.
 Literature Review

Ghadi is one of the new additions in the detergent market in Uttar

Pradesh.

The organization follows some of the marketing strategy for getting a

market share in Uttar
Pradesh.

1. This report is
developed by the
direct observation
of launching the
 product in market. This topic has chosen by the enlightened of
marketing experience on the product development.
2. As the product is new in the market and was launched in only
mid-April of 2017, there are no papers or journals regarding the
Brand. Only internal data are to be used to prepare this paper and
the insights of the market will be used too.
3. To aid this report there are some papers used from the internal
sources of the company. Though there are no specific papers on
this subject, there are some reports and research papers used to
aid this report in the matter of the FMCG sector and the detergent
market of Uttar Pradesh at Kanpur from.
4. There are some marketing analysis process are taken from online
marketing portals. This report is on the basis of personal
experience and how an organization works for their product
development. The reason behind the report is to understand the
strategy RSPL Health BD Ltd. of marketing their new product.
5. From this report we will find out different kinds of tactics of
market entry and certain problems a product could face in
development
level.
6. Companies
should also
contact
customers
who have
stopped
 requesting service or who have switched to another service
provider to learn why this has happened. Not only is it important to
conduct exit interviews with such clients, but also it is also
necessary to monitor the customer loss rate.
Ghadi detergent is a good and a great detergent powder you can buy in
the market right now. Ghadi detergent powder is manufactured by Rohit
surfactants private limited it is a well-known and trusted brand in
detergent powders and bars since 1987. I have been using Ghadi
detergent powder from two months.
It is cleaning my clothes very well and it is getting a good amount
of form that you can wash your clothes easily. And it is not damaging
my cloths. It's got a good smell in it. It is not affecting my skin it has no
side effects on my skin. I have used all kinds of detergent powders and
nothing has done this kind of work or cleaning. Ghadi detergent powder
is a value for money product you can get in the market right now.
Because it is cheap in price and it does its job very well. Ok friend's
having that said goodbye my friend's I wish you all like this.

Research Review
1. Diswash, roughness powder
Souravy297
Karnal India

Every washing powder company try to provide that their product is more
better than the other products. First of all I use 'Ghari Detergent'. I
started to use this to see it a
lot of customer which claim
that it is master of cleanness. But according to my point of view it also
not so costly as well as it down quality.
I also say it a fake detergent company. My mother use it about a month
but then she realized, it gives the roughness in the hand. In this product
small size stone are also present which use to increase the weight of
product. Due to this reason she rejected to use it. I also want to advise
you please don't buy this harm-full products. I hope you follow my
advice.

2.Worst quality washing powder Gururaja

Bengaluru, India

Though the brand is hosted by superstars of India the quality of the

product is very poor. the stains on
clothes will not get washed off cleanly.
after using this washing powder my
hands have become rough because of
the washing soda content is more.
I have the same complaint with my
roommates as well. I strongly believe
that this product is waste of money. It's
better to stop using this powder or else
my hands will turn rough permanently.
Guys, I recommend not to buy this
product if given for free sample also
RESEARCH FRAMEWORK

Dependent variable
 Purchase behavior

Independent variable
 Price
 Promotion
 Peer group influence
 Product availability
 Product performance
 Packaging

Significance of the study:

Through this study titled “The marketing strategy of RSPL for GHADI
Detergent powder” the reader would be able to understand the RSPL
strategy thoroughly as well as the launching of a new product in the
market of Uttar Pradesh. In this study I would try to describe how
things work in the brand activation in RSPL and also describe how a
new product is launched in the market of Uttar Pradesh at Kanpur.

As the product is a detergent powder and is from the toiletries segment

of the FMCG sector, it will help to understand the activations in FMCG
sector especially in the toiletries segment.

I would also help to understand how the target market is selected and
how a new product develops considering the need of the addressed
target market. The report shows the different strategy this organization
follow for their product “RSPL” and also the after launching work to
increase the sales to capture the detergent market. In a nutshell, this
study would help to understand the whole marketing process in BTL for
a new product in the market.

Research Methodology
Hypothesis:
In the present day
competitive
market, every
marketer must
know and locate
the consumer
behavior, which
is the outcome of
consumer’s
preference
attitude towards a
particular brand
product or
service for his
very survival. The consumers market consists of all the individual and
house-holds that buy and acquire goods and service for personal
consumption.
In modern consumer oriented marketing, each and every marketer is
keenly interested in identifying four major Psychological factor such as
motivation. Perception, Learning and attitude of consumer towards a
particular brand of product.
The focus is on the consumer and not on the marketer and this change
had led the researcher to take up this stuffy as close to consumer
preference. Women have been the most industrious in the use of
domestic products.
The media has begun to focus its attention with reference to non-
cosmetic goods on women’s preference in buying detergents. The
advertisements of Honk, Surf and Ariel viz. with each other to prove that
their products are specially designed to keep the consumer satisfied
study of preference in consumer brands for detergent powders

Research Design
The research is exploratory in nature as the study aims to find out what
are the factors that influence the consumers while making their purchase
decision. The study is carried out with primary data which includes
questionnaire.
 Sampling Method & Area
For the sampling method corporate sampling, household sampling and
random sampling were used as a part of the BTL activation program.
For these sampling
programs and data
collection, both
clustered sampling and
strata sampling
method were used. For
the retailer sampling
and corporate
sampling, the clustered
sampling were used
and for the customer
and household sampling the strata sampling method were used.
Thus, a total of 100 farm women were interviewed for this study. The
interview schedule was divided into two parts.
The primary data was collected through questionnaires served to 250
rural consumers from varied age group. Out of 250 customers only 204
people responded, which is 81.6%. The sample consist of 86 between
age group of 20-34, 92 were in the age group of 35-49 and the balance
were above 50.
The sample consists of people such as housewives, students, traders and
senior people of the village under the study. The study is undertaken
with reference to villages of Uttar Pradesh. To analyze the data and
derive results from it percentage method is used. This method is easy to
use and taken as suitable method to compare, keeping in view the
objective of the study.

Data Collection
Data sources:
The data sources used are mainly the primary data sources and a few
from secondary data sources.

Primary
 Survey on the retailers.
 Survey on the consumers
 Discussion with both the retailers and users.
 Pilot projects.

Secondary
 Concept test report.
 Budget of launching program.
 Activity plan and pilot project plans report.
 Sales report of GHARI Detergent during launching.

DATA ANALYSIS

a. The analysis of the collected data is as following :-

b. Brand availability:-
1. In Digiha:-35%
2. In chowk :-30%
3. In KDC:-15%
4. In R.S:-20%
ii. Area wise product consumption:-
 1. In Digiha:-29%
2. In chowk :-22%
3. In KDC:-15%
4. In R.S:-34%

c. There are 97% of consumptions of Ghari & Only 3% of MR2.

i. 99% of retailers know about Ghari,Xpert,MR2&

d. Only 40% of retailers know about Venus..

e. 97% of retailers don’t know about MR2.

f. 75% of retailers know about X-pert.

g. Product supply –from delars:-75%

a. self :-25%
 Area under study Questionnaire served Response Total % Response
Bangarmau (Unnao) 30 24 11.76
Bilgram (Hardoi) 30 19 09.31
Jhinjhak(Kanpur Dehat) 30 23 11.27
Chaubeypur (Kanpur ) 30 25 12.25
Bilhaur (Kanpur) 30 26 12.75
Ajitmal (Auraiya) 30 26 12.75
Saifai (Etawah) 30 28 13.73
Orai (Jalaun) 40 33 16.18
Total 250 204 100

The data are collected through qualitative approaches and mainly

through surveys and observations. Both the primary data and
secondary data are to be used to prepare this report. Structured
Questionnaires are used to collect most of the primary data.

How did they come to know about the different detergent powder products?

Majority of the respondents said the advertisement given in TV, Radio, newspapers
and other sources gave the information about the various brands of detergent
powder. The responses are given bellow:
Source of information for brand selection by different age group
 Source Age group % Age Group % Age Group %
20-34(F) 35-49(F) 50 Above

TV 42 48.83 39 42.39 11 42.31

Radio 12 13.95 15 16.30 05 19.23

Newspapers 10 11.63 12 13.04 03 11.54

Friends 11 12.80 09 09.78 01 03.85

Relatives 07 08.14 07 10.87 02 07.69

Others 04 13.64 10 07.62 04 15.38

Total 86 100 92 100 26 100

Data Processing
The collected data will be processed with Microsoft excel 2007 and
presented with descriptive graphs. To derive the desired results, the
collected data are analyzed with Microsoft excel and graphical
presentations.
 Target Population
Target population is the whole group of people whom an organization
wants to sell their Comparative Test We tested the brands on a range of
quality, safety, performance, environment-friendliness and acceptability
parameters. These included detergency, active ingredients, active
alkalinity, total
phosphates,
sodium

tripolyphosphate (STPP), ash built-up, foam generation and moisture.

The ‘detergency’ test establishes how well detergents can remove dirt
from soiled fabrics.
Interestingly, our test findings reveal that the costliest detergent powders
are the better cleaners.
The brands have been categorized into four groups to make comparison
within a particular price range; recommended product. Target population
for the survey the target population was retailers as well as consumers.
Initially the target customer of the organization is the retailers who
actually sell their product to the end consumer. But their main target
population is the end consumer. When they launch ‘Ghari Detergent’,
targets the middle class and lower class people who are the 70% of total
population in Uttar Pradesh.
Their product category and low pricing are the reason of capturing that
mass population market. But for Ghari they target middle class and
upper class people and their pricing and product quality this time is high
than the previous.
The present study was conducted in five villages about twenty farm
families from each village were purposefully selected and farm women
in the age group 20-60 yrs. were interviewed personally to get the
information through interview schedule prepared for this purpose.

Thus, a total of 100 farm women were interviewed for this study.
The interview schedule was divided into two parts. The first part
contained information related to socioeconomic indicators while
second part consisted of information related to detergent powder
brand used, frequency of buying the detergent powder, mode of
washing clothes etc. The collected data were analyzed with the help
of statistical techniques. Co-efficient of correlation was calculated
between number of family members and total consumption of
detergent powder and education of respondents with brand of
detergent.
Marketing strategy of Ghadi Detergent:

Effective
marketing
always starts
with
perfection
and well-
informed
marketing
strategy. A
simple idea
could make a
big
difference in
reality.
A good marketing strategy helps an organization define their mission,
vision, business goals, and outlines the stride they need to take to
achieve these goals. A good marketing strategy sets the route and goals
for the organization marketing.
An organizations marketing strategy could be developed for the next few
years, while their marketing plan describes strategy to be achieved in the
current year. RSPL Health BD Ltd. uses their strategy to launch a
product in the market differently.
 When “Ghari Detergent” is brand new product in Bangladesh and the company
also is a new one, their strategy was different for brand activation. This
organization mostly follow the BTL (Below the line) marketing process.

When they launch “Ghari Detergent”, they made a gift of four “Laddoo” in a
packet; one kind of sweets to every retailer and groceries owner in whole
Bangladesh with the name of “Ghari Detergent”on it.

People still remind the small gift only because it was different and also
Bangladeshi people will remember you if you feed them once. This trick works for
the company. The retailers loved to sell “Ghari Detergent” and within only four
years this came to the 4th position in the detergent category.

“Ghari” is their most recent product in detergent category. Ghari is the semi
premium category detergent powder which the company claims that it is better
than the “RIN Detergent powder” which is the market leader in Bangladesh.

So that gap could make the detergent even a stronger position in the market. The
pricing is also makes the difference with other brands in Bangladesh. The price
level is also quite high than the other detergent in the market.
 Competitive Analysis:

Before launching a product in market, the competitor’s analysis is

most important. We have to know who are we compete with and
what are their positions in market. In Bangladesh
top market
leaders are in
detergent
category is:

 Rin
 Fast Wash
 Wheel
 Ghari
 Surf Excel
 Chaka
 Mor
 Tide

The researchers are working on the Ghari for more than 1 year.
After a long time they found that Bangladeshi people are satisfied with the most
used detergent “RIN” which makes the dress white that they wanted. But when
researcher goes into deeper they found that people are happy with the whiteness of
“RIN” but they didn’t get rid of the stain using “RIN”.

However, one of the other big names in this industry is “Surf Excel”. This product
first came up with the idea of stain removal. It works for the positioning in the
customer mind. But one study shows that 70% of total sales of Surf Excel come
from the sachet (mini packet). It was an interesting finding of the research because
people know the brand well but still they just buy the mini packets. It clears that
people only can’t buy “Surf Excel” because of its high price. This brand is one
of the premium brands in Bangladesh and the price is much higher than the other
detergent. This gap is the main reason behind launching Ghari. RSPL Health BD
Ltd then launched this product with the quality that could be substitute of both
“Surf Excel” and “RIN” in much lower price than surf excel using this tagline
“Not only white, stainless white”
Regional Focus
Ghari did not have the financial power to beat giants like HUL and
P&G. Focusing on Uttar Pradesh, its home state, was a big
advantage for Ghadi.
The reason is attributed to the fact that Uttar Pradesh has a
population of 167 million, the highest among Indian states. It
accounts for over 12% of the country’s FMCG sales.
In addition, the adjoining markets of Bihar, Madhya Pradesh and
Punjab along with UP account for one third of the total consumer
products market.
The strategic focus for Ghari was to capture adjoining markets
after capturing the massive market in Uttar Pradesh. Ghari was
successful in capturing the adjoining markets over a period of
time.
Marketing Mix:
Marketing is never an event, it actually a process. It is a process to
develop new a product from the beginning. It has a beginning but it has
never an end. Marketing mix is an actual process by which a company
put a right product in the right place and at a right price. RSPL Health
BD Ltd is also followed the proper marketing mix for their product
“Ghari”.
Product
A product is an item
that is produced or
made to satisfy the
needs of a certain
segment of people.
Putting the right
product in a perfect
position is more
important for capturing
the market. This
company research
about the market gap
before launching a new product in the market. Perfect position gap in the
market makes Ghari a perfect product to launch.
Place

Placement or distribution is a very important part for a product to

develop. We have to position and distribute the new product in a place
that is easily accessible to potential customers. Ghari placement was
from the same distributor of ‘Ghari Detergent’ in whole India.

Price
The price of a product is basically the amount that a consumer enjoys to
pays for it. It is a very important component of the marketing mix. Ghari
has unique price in detergent category. Pricing of “Ghari” is quite high
than the other detergent in the market of Bangladesh. This is a semi
premium brand which will compete with the brand RIN and Surf Excel.
The company tags the price of the product between these two brands.
Ghari followed Nirma’s path of aggressive pricing

The growth of Nirma in the seventies was not from market share gains within
detergent powders; however, it was from market expansion. The low price of
Nirma brought an evolution among laundry soap users who gradually switched
from soap to detergent powder. Slowly detergent powders substituted laundry
soaps within overall fabric wash category. Ghari followed Nirma’s strategy of
keeping low price and targeting customers at the bottom of the market.

Promotion
 Promotion
is very
important
thing in
marketing
mix. It can
boost brand
recognition
and
increase
sales.
RSPL
Health BD Ltd uses their promotion strategy very well in product
launching.

They used some elements of the promotion strategy of marketing.

 Sales Promotion
 Advertising
 Public relation
Advertising and Promotion
RSPL spends 2% of sales for marketing and promotional activities. All
advertisements are centered on the tagline ‘Pahle istemal karein fir
vishwaas karein’ (Use it and then believe it) which encourages trial and
prompts repeat purchase.
Ghari is for common man and usually it targets household wives. To live
in that spirit Ghari brand has avoided using any celebrity to endorse it
unlike wheel (endorsed by Salman Khan), Rin (Kajol), and Ariel oxybin
(Kiran Bedi).
Ghari detergent has gone to advertise in train too. The first train
campaign was launched in 2008 and was called the ‘Ghari Detergent
Express’. That train campaign ran between Lucknow and Guwahati for
two months. Then it advertised in Pushpak Express and Swarna Jayanti
Express.
Apart from advertisements in train, RSPL promotes Ghari through
roadside shows, magic shows and exhibitions in smaller towns and
cities. The magic shows have been highly successful in giving the brand
a good visibility in cities like Jaipur, Indore, Kota, Alwar and Kanpur.

By name Ghari detergent, people immediately connect with the

tagline ‘Pahle istemal karein fir vishwaas karein’ which means, ‘Use
it and then believe it’. Those who use Ghadi and come to know about the
credibility of the message it communicates through various
advertisements, would prefer to go for Ghari again.
Mobile application to track sales
Around April 2011 onwards, RSPL started using mobile phones to book
sales and track distributor's positions and sales for which it adopted a
mobile application, ‘msales’. Msales helped RSPL’s sales force to take
care of the sales activity on the go and the data captured is pushed to its
enterprise resource planning (ERP) system.
Msales is GPS enabled. So, it is possible to track the sales since the
application is GPS-enabled. Earlier, it was not possible to track sales on
the go.
Product Launching
The new brand “Ghari detergent powder” launched by the Deputy sales
representatives (DSR) of the organization who are also the DSR of
“Ghari detergent” The Company made a good looking hanger where two
200g powder and six sachets of Ghari detergent could fit. The whole
hanger carries 80tk product. This hanger was the first thing the company
gave it to the retailers as a gift to hang it in their shop and sell it. The
second strategy in this launching is to ready sell.
The DSR have to sell some ready product to the retailers while they
giving the gift hanger. 75% productivity was the target of the DSR’s in
product launching of Ghari. This amount was counted from the total
outlet visit and the number of ready sell in those visited outlets. This
BTL strategy is quite different than the previous. It works very well in
the beginning.
In whole UP, the company gets approximately 80% productivity rate
which was more than expected. This launching process continues
through one month in more than 5 lakh retail shop or groceries in whole
Uttar Pradesh.

Repeat sales analysis:

While launching the product the company gave the retailers a good gift. But the
main challenge was to sell the product to the customers. To run a new product is
not so easy for the retailers. But the company monitors the repeat sales of the
retailers.

First time the retailers push the product to the customers, but the repeat purchase
by those customers shows how much they like the product. The company collect
those data from the DSR’s and use it for further steps. This shows how much
people are accepting your product initially.

School campaign:
RSPL Health BD Ltd runs some campaign in Dhaka city after launching
the product. School campaigns are one of them. First campaign started
by the Uttar Pradesh High school and college in Kanpur.
There are so many students studied in these schools in Kanpur &
Lucknow. Company actually targets the guardian of that student who
came to the school to pick up their children. Free sampling and game
show was run by the company for campaign of Ghari detergent powder.
It was quite interesting and one of the successful strategies taken by the
organization. The company is planning for some big projects of
sponsorship and doing these types of campaign in all schools and
colleges in Kanpur City.

Customer Push and Pull strategy:

The initial difference between push and pull marketing of a product lies
in how consumers are approached by the company. In push marketing of
a product, the proposition is to promote the product by pushing them
onto the general customers. On the other hand, in pull marketing strategy
is the idea is to create a position in consumer mind that bring them to the
products.
RSPL Health BD Ltd was using the push strategy through BTL
marketing. The company wanted to motivate the shop owner to sell
Ghari to the customer through push strategy. They want to ensure the
customer is aware of the brand at the point of purchase. A good
negotiation with the retailers is also important for the sales.

A Company always wants to sell their product but the 13 retailers are
the one who actually sell the product for them. So it always depends on
them to which product they will sell. So a good negotiation with the
retailer helps a lot in push marketing. This organization also done the
same thing by train their DSR’s to be polite and gentle while they are
talking with a retailer. “Merchandising” is another strong word in
marketing process. The eye level display of the product is called as
merchandising. When a customer went to a shop, he/she always choose
the products which are in his/her eye level. So merchandising the
product or displaying the product is very important for stay in the
market. This company also is following the strategy.
 On the other hand, this organization also use ATL (above the line)
marketing for Ghari. Advertising and mass media promotion are some
their strategy for promoting the product. So the company is using proper
mixture of push and pulls strategy to stay in the detergent market with
this new brand.

Integrated Marketing Communication (IMC)

Integrated Marketing Communications is a normal concept which
ensures all forms of communications and messages are linked together.
It is basically one of promotional tool which organizations used to
communicate with their customers. This company also uses the IMC for
their product.
Recruit brand promoters and personal selling:
Brand promoter is a common strategy used by various companies to
increase their sales in the market. Brand promoters are some people who
are recruited by the company and directly sell the product from the
groceries to the customer.
Promoting a specific brand to the general customer can be difficult and
many would say that first impressions are very important to engage with
potential customers or clients. Brand promoters act in a certain way to
give better service and a great first point of contact between the potential
consumers and the brand in turn making them more likely to purchase
the goods or services from them. RSPL Health BD Ltd recruits their
brand promoters after one month of launching Ghari to run the product
in the market.
This was a 15days BP program. The organization recruits brand
promoters in a particular market for 15 days. By this strategy customers
are engaging with the product very quickly. The company only recruits
female promoters to engage with the customer. They actually help to
increase the sales of a particular market.
Those markets were chosen by the sales report of previous month. The
markets which are on low sales rate from the beginning, the company
recruits their brand promoters into those areas to sell directly to the
customer which we called in marketing “personal selling”.
15 This BP program helps a lot for the organization to boost up their sell
and consumer engagement with the product when it’s new in the
detergent market. This company is also thinking about running this
program in big markets throughout the whole Bangladesh.

Advertising and mass media promotion:

Advertising is a way of communication about a product or service with
the customer. Mass media channels are important communication media
which are used by the advertisers or the organization to get their
message to the target consumer of the product. There are mainly four
prominent media channels are used by the advertisers;

 Newspapers
 Magazine
 Radio
  Television

Advertising on television is the first thing an advertiser wanted to do for

promotion. It’s a huge thing because it costs lots of money to run a TVC
in various channels. But it’s sometimes necessary for product
recognition. RSPL Health BD Ltd uses some of the mass media
promotion for their product “Ghari detergent powder”. They have a nice
TVC going on nine Bangladeshi television channels.

Advertising through newspaper and magazines is also used by the

advertisers. It is quite popular in our country. But sometimes advertiser
don’t want go in these criteria because of the shorter life or poor
production. RSPL Ltd did some promotional advertising in one of the
magazines of popular newspaper ‘Prothom Alo’ in Bangladesh.
Beside all the mass media promotion, there are some other promotion
strategy advertiser follows. Radio, press, internet, contests, sponsorships,
posters, clothes, events are some other sources by which an organization
could advertise their product. These types of promotions are not that
much costly which usually used by ATL marketing.
It costs low than the mass media promotions used by the companies
RSPL Ltd also does these BTL promotions in launching ‘Ghari’. They
provide stickers and posters through distributors to their sales person
while they first launch “Ghari”. The sales team carries those posters and
stickers into their motorcars. One person get to talk with the retailer
about the product and other sales persons were engaged to put stickers
on the groceries and hanging posters in that area.

Sales Promotion:
“Sales promotion” is the process by which a potential customer buys the
product through persuading. Companies use two types of sales
promotion for a product:
 Trade sales promotion
 Consumer sales promotion
The schemes, commissions, discounts and incentives are given to
retailers, wholesalers and distributors to stock more, push more and
hence sell more of a product to customers. RSPL Health BD Ltd implied
the trade promotion with the retailers in Bangladesh. They went for a
typical trade scheme for “Ghari” which is 12:01.
This means, a retailer would get one piece of Ghari is free with a dozen
of every SKU (stock keeping unit). After one month they offer another
scheme of 8:01 with the all SKU’s. Sales promotions are mainly use for
getting more consumers towards the brand. So consumers are the one
who actually buy the product from groceries.

All the companies use consumer sales promotion for their product to develop or
regain position in the market. Sometimes they offer schemes in festive times, like
Diwali, Christmas or Enid. This organization also uses consumer sales promotion
for “Ghari detergent powder”.

The product is in initial stage, that’s why the 20 company didn’t provide scheme to
all over Bangladesh. They target those customers who come to super shop in
Dhaka city.

The company gives two schemes in various super shops in Dhaka. Prince bazar,
Mena bazar and Agora are the shops where the company follows these promotional
schemes:

 Six hanging clips with the 500g Ghari detergent powder

 One jar with the 500g Ghari detergent powder

Corporate and Customer sampling: Consumer sampling is vital for new and
established brands. It creates product excitement and consumer involvement. It’s
one of the cost-efficient product exposures. RSPL Health BD Ltd has done
consumer sampling in various stage. Initially they sampled a sachet of Ghari
through brand promoters and the sales persons to the customers who came into the
market. Then the company took another initiative of consumer sampling.

A small paper bag with a logo of Ghari on it was given with three sachet detergent
to 500 hundred customers every day. This program continues for a week. The
organization also did some corporate sampling to their client organizations.
Corporate sampling is also important for the public relation and it will help to get
feedback about the product quality and other things.

More than three hundred pieces of 500g Ghari was given as sample to corporate
employees. This organization also followed the same strategy to get the consumer
feedback by the phone call to the corporate employees.
SWOT Analysis: SWOT Analysis is one of the useful techniques for
understanding organization or product Strengths, Weaknesses, identifying both the
Opportunities open and Threats. SWOT analysis could do on the organization,
business, specific industry or product through external and internal sources, I did
SWOT analysis of the new product “Ghari” is given below: Strength:

A new product should consider two things; satisfying the need or

demand of a target segment of people and doing so with a distinctive
selling benefit. “Ghari detergent powder” has launched to fulfill the
specific market gap in Bangladesh. The unique packaging and the
quality of the product are the main strength of “Ghari”. Their running
product ‘Ghari detergent’ gained much reputation in the market so that
this new brand has a good basement to start its development.
 Premium brand
 Company’s good brand reputation
 Product quality
 Affordable price
 Unique packaging
 Potential Sales forces
Weakness:
It is not guaranteed that a product will not have any weakness in market. Weakness
is an important thing that a marketer should consider. A weakness related to a new
product launch doesn’t necessarily mean that something have done wrong. It might
just an indication that the product competition has an advantage that the company
has to overcome. Ghari also has some weakness in this Bangladesh market.

 Totally new to the customers

  Imperfect perfume
 Comparatively high price
 Strong competition Opportunity:
The organization launching a new product which means they have some built-in
opportunities. So there is a lot of opportunity for Ghari to develop under this
industry.

 Could become Market Leader

 Growing FMCG good
 Potential of rural market
Strength Weakness Opportunity Threat SWOT 24 Threats:
When a new product launches in the market competitors will react.
Competition will be changing right after a new entry in the market. The
company should have back up plans for promotion, pricing and
distribution channels so whenever needs they respond to competitor
changes.
Domination of RIN detergent is the main threat of ‘Ghari’ in the market.
Compete with the market leader is not an easy job to do.
 Market domination by RIN
 Presence of lots of Detergents in the market
 Substitute products like laundry soaps
PESTEL Analysis
Political Factor:
RSPL Health BD Ltd is an Indian company operating its business in Bangladesh
thus the company requires some political and legal procedures to follow. Ghari
Mahashaktishali is the newly launched product of RSPL Health BD Limited Which
required some regulations to follow to enter the Bangladeshi market. Just like any
other MNC, RSPL Health BD Limited have to abide by the TAX policy, trade
control policy, competitor regulation, environmental law, health and safety law and
many other rules and regulations of Bangladesh Govt.

As the present political situation is quite favorable for foreign companies, the
product would not face much of political problems. Though there is some TAX
policy issues’ going on, the product would not be hampered much is what is
assumed.

Economic factor:
The consistent inflation is gradually reducing the buying power of the
customers leading them to go for fewer costs with better benefits. This
situation can turn into an obstacle but the product is developed with the
concept of low price with much benefit which can also lead to success
given the situation.
The product is targeted towards middle income class people to give them
a better product with added benefits with a less price. The product is in
the first phase of its life cycle. It has only been introduced to the market
and it will take some time to gain profit from this newly launched
product.
Socio-culture factors:
People are getting conscious day by day. Customers are now conscious and curious
about the product they are buying with that people are concerned about the brand
and their brand loyalty. Though detergent category might seem a category with less
brand loyalty, customers are getting habituated with their current products. The
living standard of people is getting better day by day.

This situation also leads to craving of customers to upgrade their lives and their
product choices which is an opportunity.

Technological factors:
The whole world is going through technological changes. The detergent is
produced with the help of new era technologies and using different elements to
serve the purpose of the products.

The technological advancement helps this product to be more effective and

efficient. Environmental factors: The environment is getting more and more tainted
every second for the increasing industries. There are environmental laws to defend
the environment from the harmful things. The detergent is produced through
factories that emit a certain amount t of wastages and other harmful chemicals into
the environment. The minimum wastage and pollution rules are maintained for the
product.

Legal factors:
 The Company needs to follow each and every rules and regulations to operate the
business in Bangladesh. Each brand are subject to follow copyright, product safety,
laws regarding health and safety of employees, and taxes — international and
regional. Consumers have grown to be concerned and alert about the consumer
protection law.

Suggestions and Recommendations for Ghari

As the unavoidable problems and mistakes cannot be solved, we should try to look
for solutions’ of the issues that can be solved and avoided. Convince retailers to
push sell Convince retailers to push sell the products. To convince them-

 They can be provided with incentives’, additional benefits, sales programs

and many other programs which will help to make them interested to sell
Ghari.
 Shelf hiring can be a good method to eliminate the unwillingness of the
retailers. Motivate Sales Representatives (SR) Sales Representatives are the
ones who help the company to maintain the sales relationships and the sales
flow as well. They play a vital role in the sales flow. For the repurchase
issue they can play a major role if they are motivated and utilized properly.
To motivate them-
 SRs can be given a target for Ghari as well.
 Different incentive programs for Ghari can be given to the DSR’s Create
Consumer Pull Though the marketing programs take time to show the
results, marketing programs are crucial to create the consumer pull. Several
marketing programs have been taken for Ghari. There can be more
marketing programs to create more consumer pull.
 School activation programs.
 More massive Activation programs at the Kacha Bazar’s.
 Activation and campaign programs at the Super shops and shopping malls.
 Digital marketing campaigns.
 More Activities on the Facebook Page and website.
Conclusion In our country FMCG industry has a big impact in economy. This
sector is developing every day. RSPL Ltd is one of the organizations who are still
fighting with the other competitors in the industry.

“Ghari Detergent powder” is their latest addition in product category. Launching

with a proper marketing strategy makes the product unique than so many other
product in the market. I personally have the opportunity to launch the product with
the sales team of the organization.

After launching the product for a month in whole Bangladesh I get to work in
development of the product in market throughout my whole internship period. It
was a great experience for me to see how a new product launches by different
strategies and how RSPL Health BD Ltd. works for it to survive in this competitive
market. From this report we can see the BTL strategies followed by RSPL Health
BD Ltd. for their new detergent “Ghari”.

It will be a help to understand how a new brand is launched and how a concept of a
new product is born. I hope I have stated all my points of the report clearly and
correctly in a brief.
 FINDINGS:

The following are the finding of the survey conducted :-

In some areas supply of product is not goo

In some areas dealers are focusing only big retail shops .

Some products like MR2 and venus are not well known in the market .

Availability of Ghadi is very good in market but on the other hand MR2 is
available at very few shops .
Company is being recognized by its product GHADI in the market .
Few most important areas like Dandaiya Market is facing a lot of problems
regarding the supply of the product.
SUGGESTIONS

1. There are some areas where products supply is not good and retailers are
not getting proper supply with time because this is a convenience product so
they are switching towards its competitor
2. Dealers should try to reach each shop and should try to provide the product
to retailer because if retailer buys the product from wholesaler or from
market then he doesn’t get much margin on sale so he switches towards its
competitor.
3. There are some product like MR2 is not well known in the market . Even so
many retailers have never heard about it . So company should advertise this
product more . The same thing is also with Venus .
4. Company should appoint good dealers in the market or Company should
keep checking the supply of product in the market .
i. There are some areas where dealers are very lazy and they don’t
give supply to retailers .

5. Dealers shouldn’t focus only big retail shops because products are
convinence product so small retail shops are also very much important .
6. Company should start a help line No. where retailers can lodge their
complain and company should take quick actions on that.
7. Dealers should decide a particular day for giving supply in a particular area
which should depend on the demand and consumption of product in that
particular area . Means there shoul become a time table and dealer should
follow it .
 Hypothesis

A hypothesis is a proposed explanation for a phenomenon. For a hypothesis to be

a scientific hypothesis, the scientific method requires that one
can test it. Scientists generally base scientific hypotheses on
previous observations that cannot satisfactorily be explained with the available
scientific theories. Even though the words "hypothesis" and "theory" are often used
synonymously, a scientific hypothesis is not the same as a scientific theory.
A working hypothesis is a provisionally accepted hypothesis proposed for
further research, in a process beginning with an educated guess or thought.
A different meaning of the term hypothesis is used in formal logic, to denote
the antecedent of a proposition; thus in the proposition "If P, then Q", P denotes the
hypothesis (or antecedent); Q can be called a consequent. P is the assumption in a
(possibly counterfactual) What If question.
The adjective hypothetical, meaning "having the nature of a hypothesis", or "being
assumed to exist as an immediate consequence of a hypothesis", can refer to any of
these meanings of the term "hypothesis".
 Research Design

A research design is the set of methods and procedures used in

collecting and analyzing measures of the variables specified in the
problem research. The design of a study defines the study type and sub-
type , research problem, hypotheses, independent and dependent
variables, experimental design, and, if applicable, data collection
methods and a statistical analysis plan. A research design is a
framework that has been created to find answers to research questions.

Sometimes a distinction is made between "fixed" and "flexible" designs.

In some cases, these types coincide
with quantitative and qualitative research designs respectively,[3] though
this need not be the case. In fixed designs, the design of the study is
fixed before the main stage of data collection takes place.

Fixed designs are normally theory-driven; otherwise, it is impossible to

know in advance which variables need to be controlled and measured.
Often, these variables are measured quantitatively.

Flexible designs allow for more freedom during the data collection
process. One reason for using a flexible research design can be that the
variable of interest is not quantitatively measurable, such as culture. In
other cases, the theory might not be available before one starts the
research.
 Sampling

Sampling can be done for functions varying in space, time, or any other
dimension, and similar results are obtained in two or more dimensions.
For functions that vary with time, let to be a continuous function to be
sampled, and let sampling be performed by measuring the value of the
continuous function every T seconds, which is called the sampling
interval or the sampling period. Then the sampled function is given by the
sequence:
s(nT), for integer values of n.
The sampling frequency or sampling rate, fs, is the average
number of samples obtained in one second (samples per second),
thus fs = 1/T.
Reconstructing a continuous function from samples is done by
interpolation algorithms. The Whittaker–Shannon interpolation
formula is mathematically equivalent to an ideal low pass filter whose
input is a sequence of Dirac delta functions that are modulated
(multiplied) by the sample values. When the time interval between
adjacent samples is a constant (T), the sequence of delta functions is
called a Dirac comb. Mathematically, the modulated Dirac comb is
equivalent to the product of the comb function with s(t). That purely
mathematical abstraction is sometimes referred to as impulse
sampling.
Most sampled signals are not simply stored and reconstructed. But
the fidelity of a theoretical reconstruction is a customary measure of
the effectiveness of sampling. That fidelity is reduced when s(t)
contains frequency components whose periodicity is smaller than two
samples; or equivalently the ratio of cycles to samples exceeds ½ .
The
quantity ½ cycles/sample × fs samples/sec = fs/2 cycles/sec (hertz) is
known as the Nyquist frequency of the sampler. Therefore, s(t) is
 usually the output of a low pass filter, functionally known as an anti-
aliasing filter. Without an anti-aliasing filter, frequencies higher than
the Nyquist frequency will influence the samples in a way that is
misinterpreted by the interpolation process.

Statistical Tools

It was stated before that making mistakes in analytical work is unavoidable. This is
the reason why a complex system of precautions to prevent errors and traps to
detect them has to be set up. An important aspect of the quality control is the
detection of both random and systematic errors.

This can be done by critically looking at the performance of the analysis as a whole
and also of the instruments and operators involved in the job. For the detection
itself as well as for the quantification of the errors, statistical treatment of data is
indispensable.

A multitude of different statistical tools is available, some of them simple, some

complicated, and often very specific for certain purposes. In analytical work, the
most important common operation is the comparison of data, or sets of data, to
quantify accuracy (bias) and precision. Fortunately, with a few simple convenient
statistical tools most of the information needed in regular laboratory work can be
obtained: the "t-test, the "F-test", and regression analysis. Therefore, examples of
these will be given in the ensuing pages.

Clearly, statistics are a tool, not an aim. Simple inspection of data, without
statistical treatment, by an experienced and dedicated analyst may be just as useful
as statistical figures on the desk of the disinterested. The value of statistics lies
with organizing and simplifying data, to permit some objective estimate showing
that an analysis is under control or that a change has occurred. Equally important is
that the results of these statistical procedures are recorded and can be retrieved.
 FINDING

The following are the finding of the survey conducted :-

In some areas supply of product is not good. In some areas dealers are focusing
only big retail shops .
Some products like MR2 and venus are not well known in the market .
Availability of Ghadi is very good in market but on the other hand MR2 is
available at very few shops . Company is being recognized by its product GHADI
in the market .

Few most important areas like Dandaiya Market is facing a lot of problems
regarding the supply of the product.
 Conclusion
 Xpert Hygienic Dish wash Bar has a huge market to explore. It has to be available
in all retail stores for increasing its sale.
 The product has USP which can make it a market leader.
 It can categorize itself under Hygienic dish wash bar. At present no dish wash bar
in categorized under it. It can make its image under this category.
 For the publicity of Xpert posters should be pasted in shops and market so that
more and more people can be aware of it.
 It can easily take over the market of Vim bar as it has the potential to satisfy
customer.
 It can also penetrate in the houses of those people who use detergents and soaps
for cleaning dishes.
 Reference

 Magazine and other reviews.

 www.gharidetergent.com

 Company websites.

 www.apjor.com

 www.Dspace.bracu.ac.ba

 www.mouthshut.com

 www.rrjournals.com

Research Methodology By- C.R Kothari