Balaram manik final bussines report

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BIJU PATNAIK INSTITUTE
OF IT MANAGEMENT
STUDIES
M B A
BUSSINES
REPORT 2018
S T U D E N T N A M E : B P U T R E G D . N O :
BALARAM MANIK 1706258063
F A C U L T Y G U I D E : C O R P O R A T E
G U I D E : Mr.Sovasis mohanty Mr.
Bijaya dash
.

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“Penetration of safed product with respect to
Koraput & Nabarangpur.”
A Final project submitted to
BIJU PATNAIK UNIVERSITY OF TECHNOLOGY, ODISHA
(For the partial fulfillment of the Requirement of the Degree of MBA 2017-2019)
Submitted by:-
BALARAM MANIK
BPUT Regd No. : - 1706258063
INTERNAL GUIDE EXTERNAL GUIDE
Mr. Sovasis mohanty Mr. Bijaya dash
Associate Professor of Marketing (SO) Sales Officer
BIJU PATNAIK INSTITUTE OF IT AND MANAGEMENT STUDIES
BHUBANESWAR

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-
DECLARATION
I, Balaram manik, student of MBA, 3rd semester, REGD-1706258063/MBA/17-19
hereby declare that I have successfully completed this project report on SAFECHEM
INDUSTRIES for the academic year 2017-2019. The information incorporated in this project
is true and original to the best of my knowledge.
Thanking you.
BALARAM MANIK
1706258063
MBA, 3rd Semester
Master of Business Administration
BIITM, Bhubaneswar

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ACKNOWLEDGEMENT
I Balaram manik of MBA 3rd semester have taken efforts in this project. However, it
would not have been possible without the kind support and help of many individuals. I
would like to extend my sincere thanks to all of them.
I am highly indebted to Mr. Sovasis Mohanty & Mr.Bijaya Dash for his guidelines and
constant supervision as well as for providing necessary information regarding the project
and also his support in completing the project.
I would to express my express my gratitude towards my parent for their kind cooperation
and encouragement which helped me in completion of this project.

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INDEX
C.no Particulars Page no
1 Introduction, scope, objective, methodology
Limitation
6-11
2 3C Report 11-25
3 Analysis &Finding 26-30
4 Suggestion &conclusion 31-32
5 Bibliography 33

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INTRODUCTION
DETERGENT INDUSTRY IN INDIA
The detergent industry had its beginning in 1957.Swastik Oil mill in wadala, Mumbai was
the first Indian factory to manufacture synthetic detergents.
The detergent market in India is divided into three segments – premium, mid-range, and
popular. The premium segment comprises Ariel and Surf .Champion; the mid-range segment
comprises Tide, Henko, and Rin;, and the popular segment comprises Mr. White, Wheel, Nirma
and Ghari,and safed.The market share of the detergents in the premium segment is 15%, and
that of the mid-range and popular are 40% and 45% respectively.
These detergent brands are considered organized players in the industry and comprise 70% of
the total market. The remaining 30% of the market is saturated with regional and small
unorganized players.
Before 1985, Hindustan Unilever’s Surf held the number one position in the detergent market
in India. However, when Nirma Chemicals launched a detergent brand called Nirma, catering
to the middle and lower middle class customers, Surf was evicted from its number one position.
Today, HUL is the market leader in the detergent industry, with a market share of 37.4% and
Ghari is tagging behind closely at 16.5%. Tide is at present at the third position with a market
share of 13.5% and Nirma has less than 16.5% market share. P&G’S market share is about
11%, Jyothi Labs 4.2% and fena having market shree is 2.5%.Ghari has always maintained
affordable pricing, which is why it has managed to become a household name in India.
The detergent industry is worth Rs 13,000 cores and industry players are constantly improving
their products to suit the changing needs of consumers. A few years back, liquid detergents
were almost unheard of; however, today, we witness more and more companies producing
liquid detergents alongside powder detergents and laundry bar soaps.

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In the past, consumers in India used to wash clothes by hand but today, with the advance
Detergent of technology, more and more people are shifting to washing machines. Hence,
detergent companies have tweaked their products to enable the washing of clothes in all types
of washing machines - top load, front loading, fully automatic, and semi-automatic washing
machines.
Safed came into being when Mr. Vinod Kumar Jain -- founder of Safechem Industries --
launched Safed Detergent into Eastern Indian markets in 1983. Since then, Safed has seen a
phenomenal rise, becoming Eastern India's fastest growing FMCG Company in the detergents
and cleaning solutions sector. Today, Safed is present in more than seven states namely West
Bengal, Orissa, Bihar, Jharkhand, Chhattisgarh, Assam & North-East.
The detergent category is currently growing by 10.22% and we are growing by 12.95%
(Nielsen 2017 Data) Safed commands a current Market Share of 23% in West Bengal. Safed
has been the highest selling detergent brand in West Bengal since 2013 (Nielsen Retail
Survey)

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SCOPE OF THE REASEARCH -
 Will get primary resource about the product the present market scenario in FMCG
segment in Korapt
 Consumer Perception regarding company’s product.
 Loop holes in the existing marketing and promotional
Marketing strategies could be revised.
 Primary data collected will help full to development of new promotional and
marketing strategies
OBJECTIVE OF THE REASEARCH-
Primary objective –
 To find out the Market position for safed product.
 To know the availability of safed product.
 To know Retailer’s perception toward the product.
 To find out market leader in koraput.
Secondary objectives –
 To know Customer preference toward the product.
 To know the distribution channel of safechem industries.

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LIMITATION
The Study has got certain limitations of which a few are listed below:
 As the time is just 7 weeks for the study, the survey is confined to Koraput only.
 The analysis may very as survey is based on short – period of the study.
 As Retailer mere busy they spend little time in survey process.
 The result of the research depends upon data collected and analysis. So, if any
manipulated data from respondent affect the research findings.

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Research Methodology-
Research design-
In this marketing research I have use descriptive design.
Source of data-
Primarydata -
I collect primary data during the course of doing Experiments in an experimental research
but in case I of the do research of the descriptive type and perform whether sample survey.
Then I obtain primary data by directly communicating to the respondent.
Secondary data-
 Websites
 News paper
 Books
I have obtained secondary data via journal, Articles and websites
Data collection method-
 Interview
Population-
 Retailer
 Distributor

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3 C REPORT
INTRODUCTION-
Safechem Industries is the leading manufacturer of detergents and allied products in Eastern
India.
We are in the business of manufacturing and distribution of its reputed brand "SAFED" for
over three decades.
With a team of young and dedicated professionals – We Dream andasspire. .
One-stop solution to the clients for their requirements of detergents and associated product.
Safechem Industries is one of the leading manufacturer & exporter of detergents in Eastern
India, serving the customer needs for more than three decades. Founded by Mr. Vinod Kumar
Jain in 1983, the company has been known by its most popular product and brand name
”safed”.
Since inception in Bengal, Safed has now spread to more than seven states in Eastern India
including Bihar, Orissa, Assam, Jharkhand and other North East state and has been extremely
successful in its ventures.
Safed commands almost 30 percent market share from the urban population and almost 35
per cent market share of the rural markets in almost each of the states. The other successful
brands of the company include Sparkle & Champion.
Company’s annual turnover about -250Cr.

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Vision:- To create long term value along with market
leaders.
Missions:-Its mission can be explained 3 line
1 .Quality first.
2. Customer satisfaction.
3. Research & development efforts.
(C.E.O AND PRESIDENT OF SAFECHEM INDUSTRIES)

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SO
SE
MANAGEMENT STRUCTUREOF SALES -
CEO
NSM
ASM
ASE

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Detergent
(SAFED DETERGENT POWDER) ( CHAMPIONDETERGENT
POWDER)
(CHAMPIONMATIC POWDER)

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DISHWASH
(SPARKLE DISH WASH BAR ) (SPARKLE DISHWASH LIQUID)
Woolen, a pure organic and biodegradable fine fabric wash, effectively removes 90%
of dust mite allergens. It has a special wool protect 3A formula that is skin friendly,
gently cleans delicate clothes and helps maintain wool’s softness and shine.( Ideal
for woolens, wool blend washables, colorfast delicate, silks and baby clothes.
Suitable for hand or machine washing. )

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Scrub Pad
(Brito SparkleScrub Pad) (Brito Stainless Steel Scrubber)
AVILABILITY OF VARIOUS SAFECHEM PRODUCTIN DIFFERENTQUANTY-
SAFED DITERGENTPOWDER-
9 GM,160GM,400GM,800GM,1KG,2 KG ,4 KG
SAFED DETERGENT CAKE-
90GM, 120GM
SPARKLEDISHWSH-
90GM, 160GM, 200GM, 400GM, 800GM

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STRENGTH
 Quality.
 Packaging.
 Good branding through
Print ads.
 Wide penetration
In Eastern Region.
 Good relationships
Between employee and
employer
WEAKNESS
 Its promotion strategy.
 Its availability.
 Loses out on sales due
To premium pricing
Strategies since it
operates in a segment
Which is price sensitivity.
 Lower awareness about
the product in the mass
Segment and
cannibalization.
OPPORTUNITY
 More penetration on rural
areas by collaborating
 Good scope in northern
zone lies a huge market
opportunity.
 Brand extension.
 Entry into other categories
like Toilet cleaner, glass
and house hold cleaner
THREAT
 Low profit margin in
Detergent and Dish
wash sector.
 Threat from existing and
new player.
 Broad attack from HUL,
P&G,WOOSH,LEO

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customer
Primary
Secondary
End
customer
Company’scustomer is dividedin to 3 parts and
These are the following types -:
Primary Customer-
Primary customer are of two types
I. C&F agent(SUPER)
II. Distributor

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I. C&FAgent(SUPER)-:
 In safechem primary customer are there C&F(Carry and forward)
Agent
 They are also known as “SUPER”.
No of billing in a month-2 time
Average monthly billing per super about (50-60)tons
C&F agent are directly link with company.
After company ware house it is the second place where company’s
product are supplied according to their Billing amount.
 They form link between company and distributor
II. DISTRIBUTOR-:
 In safechem Industry Secondary Customer are also known as
Distributor.
 They form important link between Whole seller and C&F agent.
 There are about twice billing has been made for distributor.
 Monthly Billing amount is about (2.5lakh-3lakh).
Secondary consumer-
Retailers are the secondary consumer for the company.
 There are about 4872 retail outlet by whom company
product being sold.
Endcustomer-

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End consumer are the final customer who were buying the
product for their consumption
COMPETITOR
Major competitors:
The major competitors are HUL , RSPL, P&G, NIRMA, JYTOHY LAB, FENA, PATANJALI.
Market Size
India is the world’s third largest detergent market. Industry Structure market per capita
consumption is about 3.2KG.
India’s total current market size (organized Detergent Market) (2016) Rs.16000Crore. Total
Volume of production is about 1.9 Million tons. Industry growth rate 6-8% per Annum.
Market share of competitors:
The shares in terms of all India detergent production of these top companies have fluctuated
by small amounts in the last Six years .At present HUL is the market leader in the detergent
,with a market share of 37.4% and Ghari is tagging behind closely at 16.5%.P&G is at present
at the third position with a market share of 11%,after that Nirma is with 7.8% and Jyothy Lab
is with 4.2% market share .Fena is about 2.5% and. the remaining 16% of the market is
saturated with regional and small unorganized players.
These detergent brands are considered organized players in the industry and comprise 70% of
the total market.

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Before 1985, Hindustan Unilever’s Surf held the number one position in the detergent market
in India. However, when Nirma Chemicals launched a detergent brand called Nirma, catering
to the middle and lower middle class customers, Surf was evicted from its number one position.
KEY PLAYER OF DETERGENT INDUSTRY
HUL (HUNDUSTAN UNILIVER LIMITED)-
 It is multination national company.
 It has several product that available in
the market.
 It came in to existence in 1956 by
merging of Lever Brothers India
limited, United trader Limited and
Hindustan Vanaspati manufacturing
company.
 By targeting different segment to the
market it produce 2-4 variety of
detergent product.
 In detergent products names are SURF EXCEL, WHEEL, RIN, and SUNLIGHT
which are available in powder form and also in cake form.
 Now Surf excel and Wheel is become a popular brand in India.
 Its first detergent product name “SURF” was introduced in the year 1959 an was
replaced by the name in “SURF EXCEL” I n the year 1996 and it targeting to premium
segment of people.
 Wheel is an anther successful brand for HUL which is introduced by HUL in the year
1987 to counter Nirma and it is a low cost detergent and to positioning in middle class
and lower class segment in the market.
 This detergent has since renewed popularity in 2017.
 RIN was launched in India as a bar in 1969.
 RIN detergent powder first time launched in 1994 and was the first product extension
from the iconic brand that stood for witness in laundry.
 HUL is also made and extension of Rin detergent powder some of these are these are
“Rin Ala”, “Rin Matic”,
 At present HUL having market share of 37.4%.
 Another cleaning product of HUL “VIM “is also a popular brand for dish wash in india
and was first time introduced in India in the year 1993.
 It’s now available in two forms like in bar form and also I liquid form also.
 HUL earns Rs3000cr in last fiscal year.

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ROHIT Surfactants Private Limited)-
 GHARI is a most popular detergent brand in India which is
produced by RSPL.
 It was founded by Muralidhar gyanchandani and Bimal kumar
gyanachandani in 1987.
 In 1988 muridhar and Bimal kumar incorporated Shrimahdeo Soap
Industries Pvt.ltd. under which they started to produce Ghari
detergent.
 It was change to Rohit Surfactants private Limited in June 2005.
 In the year 2012 it was became a market leader for the first time
and it took about 25 year to reach this position.
 The product was low priced and targeted at rural customers ,middle class and lower
middle class customer .
 In the year 2015 RSPL flagd off the “ghari Detergent Express”, a train exteriors are
paintes with ghari branding that ran between Lucknow and Guwahati for two months.
 Ghari has spread its distribution network to more states nw and directly reaches rural
markets,which is its biggetst audience,
 It has 21 manufacturing units ,15 of which were added since 2006.
 The tagline “pehele istamaal karein fir vishwaas karein”
NIRMA
 Nirma is group of companies based in city of ahmedabad
in western India.
 It was founded by Karsan bhai patel in 1969.
 It has various types of product like salt, soap, detergent
and detergent cake.
 Annual turnover Rs.3550 Cr.
 Its market share is about 7.8%
 Its aim to targeting middle and lower class family.
 Nirma produce both the detergent cake and detergent bar
also

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P&G(Procter and Gambele)
 It is a multinational company.
 It has large number of product chain.
 It was founded by William Procter and James Gamble in 1837
 P&G has launched Its product in India in 1964.
 It has two Variety of detergent powder and these are ‘’ARIEL’’
and “TIDE”
 Its turnover in India for its detergent product is about Rs.4000cr.
 Ariel was lunched in India in 1990 for catching the opportunity of emergence of
Washing machine.
 Its target segment is Premium class.
 Its having various variant like “ARIEL FRONT O MATE”,”ARIEL FRESH
CLEAN”,”ARIEL SPRING CLEAN”,”ARIEL ULTRAMATIC”.
 In order to more penetrate its detergent product in India it launched its “Tide” brand in
2000.
 Its main objective is to target Middle class segment and also upper lower class segment.
Jyothy lab-
 This an Indian company which is famous for its Ujala brand.
 It was founded in the year 1983 By M.P.Ramchandaran.
 It has large no of product in their Product portfolio’.
 Its annual turnover is about Rs.16 million.
 Its popular detergent product is Mr. white which was taken
over from Henkel India ltd. In year 2012.
 Its another detergent brand are Hnko & Ujala.
 Its dish wash product is EXO.

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Competitor’s in detergent powder-
Competitor in detergent cake
 Rin  Sun flower
 Woosh  Ghadi
 Nirma  Surf excel
 Patanjali  XXX
 Mr.white  Manjhi

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Power of buyer
• Highlevel of entry barriers
Competitor of dish wash-
PORTER FIVE FORCE-
Threat Of New Entrance
 Surf excel  Wheel
 Tide  Patanjali
 Nirma  Ghadi
 Mr.white  Woosh
 Sun flower  Fena
 Vim  Patanjali
 Exo  Leo
 Pearls  Xpert
• Low
• Hold very little power

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• HIGH
• more effective substitutes for detergent
• Moderate
• Have enough power to stall
production
Power Of Suppliers Moderate
Threat to substitutes
Competitive Rivalry
DATA ANALYSIS
Analysis is the process of breaking a complex topic or substance into smaller parts in order to
gain a better understanding of it.
All the work in the internship went through smooth practices. Company staff was very
helpful. They helped in understanding the process and educated regarding the company policy
and other basic rules, because of this I was able to note it down weekly information in a very
impressive way.
Project duration: - 6 weeks/45 days.
Report analysis is based on internship which was held at undivided koraput Area.

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Report based on weekly experience followed by day routine of that particular week.
Day-1 to Day-4
 Discussion with MR. Bijaya Dash (sales officer) Safechem industries.
 Introduction to Safechem industries company profile.
 Intern introduction.
 Discussion regarding Different products of safechem industries.
 How to do SIP.
 Topic selection.
 Topic finalization.
 Questionnaire formation.
 Group formation.
 Area allotment.
 Training session.
Week-1
Reported on time, greeted the MR. Bijaya Dash (sales officer) Safechem Industries., handed
over the reporting letter and collected in the same week. Went through the organizational
structure, function and work culture, different products of Safechem industries, discussed about
the SIP and topic selection, discussed about the importance of market survey and questionnaire
preparation.
Week-2
 Market survey was done on 120 Retailer points at Jeypore, semiliguda, Boipriguda area
and interacted with the Retailer about what are the brands present in their outlet and
what are the factors that affect the customers while purchasing a particular brand.
 Questionnaire data collection on the basis of brand preference.
 Discussed about the business and what are the difficulties arises while selling a
particular brand Detergent especially Safechem Industries.
 Interact with 24-35 customers and take feedback from them regarding different brand
Detergent including Safechem Industries.

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 My productivity during that week was 1200 kg Sale.
 Convincing customer to buy Safechem Industries by providing the Quality and USP of
the Detergent in comparison to others.
Week-3
 Data collected from different customer and analyzed the factors that affect their buying
behavior towards a particular brand.
 Market survey was done on 150 Retailer points at Indravati,
Tentulikhunti,Anchalgumma and interacted with Retailer about what are the brands
present in their outlet and what are the factors that affect the customers while purchasing
a particular brand.
 Interacted with different customers and collected feedback from them regarding
different brand Detergent including Safechem Industries.
 My productivity during that week was 1600 kg sale..
Week-4
 Market survey was done on 180 Retailer points at Kamta,kumuli,
B.singhpur,Nabarangpur,and interacted with the Retailer about what are the brands

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a particular brand.
 Different Questionnaire data collected on the basis of brand preference.
 Interact with 25 customers and take feedback from them regarding different brand
Week-5
 Market survey was done on 135 Retailer points at Semiliguda,Dmanjodi,
Sunabeda,Nabarngpur area and interacted with the Retailer about what are the brands
a particular brand.
 My productivity during that week was 1800 kg.
 Convincing customer to buy Safed product by educating them about the Quality and
USP of the Detergent in comparison to others.

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Week-6
 Market survey was done on 185 Retailer points at
Jeypore,Parabeda,N.guda,Nabarangpur,Boipariguda area and interacted with the
Retailer about what are the brands present in their outlet and what are the factors that
affect the customers while purchasing a particular brand.
RESEARCH FINDINGS
 Customer satisfaction with respect to the Safechem Industries is satisfactory.
 Customers want it Less price and distributor want more incentives, gift and tours.
 Super stockiest also want more meeting with officials of the cement companies.
 Bulk consumers want more and more cash discount.
 Price is a bigger concern between the customers.
 Distribution channel has not yet reached many area.
 Distributor want more margin.
 Distributor are not supplying product to the retail in time.
 Distributors are also not supplying company product to deferent outlet for their Personal
Reason.
 Consumer awareness is very low.
 Company sale it product by using Only Push strategy

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 Quality doesn't make such a huge difference as customers can't differentiate between two
qualities of detergent. But yes, they can differentiate between them on the basis of brand
name.
SUGGESTION
Based upon the time spend by me in the market, useful suggestions of the customers and the
findings from the survey, following recommendations can be suggested
 Consumer are not properly aware about the product so company must focous on
Improving its brand awareness.
 Company should work on Improving and Expanding of its distribution network.
 Company should consider providing credit facility to selected distributor.
 Company should indulge in various promotional activity.
 Company should improve its scheme and offer.
 Company should provide Trade discount on bulk order to Retailer.

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 Company should adopt Penetration Pricing Policies in order to Increase its market
share.
 Company should increasing its margin for the retailer.
CONCLUSION
 By the Detailed study on the product and market of Safed it was able to get a clear
picture of the past and present of the products and was able to get in to the assumptions
about the future of the product.
 The Brand “Safed” has been sold successfully and has created a good demand all the
time.
 It is also holding a decent place in the detergent market with a share of around 3.55%.
 As like for all other products Safed is also facing a tight competition in the detergent
Market From HUL,P&G,RSPL,NIRMA.
 Since the competition is too strong the company has to keep on watching market closely
for avoiding any sudden collapse for the product.
Finally, it should note that the company may have to face lot of threats in coming years like
political threats, legislation threats ongoing economic crisis, changing life style of the people
etc. If the company is able to overcome all the threats and can prepare themselves for facing
the problems in advance it can achieve a good growth for “Safed”.

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BIBOLEOGRAPHY
Books referred:
• Marketing research-----Naresh kumar malhotra, Pearson edition.
• Marketing management -------- Philip Kotler, Pearson edition.
• Customer satisfaction research management------Derek allen, Pearson edition
Journals/newspapers:
 Indian Detergent review
 The Economic times
 The Bussiness standard.
Web sites:
 www.safed.com
 Wikipedia

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