CHAPTER 1

INTRODUCTION

INTRODUCTION TO BRAND AWARENESS

This is what brand awareness can do for a brand: embed itself into
consumer lifestyles and purchase habits so that they don’t have to
think twice before becoming a customer — time and time again.
This guide will help you better understand brand awareness,
establish it among your audience, and build campaigns that allow it
to continually grow and change with your business.
Brand awareness might seem like a vague concept, and in truth, it
is. For those marketers and business owners out there who like to
gauge success with neat and tidy numbers, brand awareness will
likely ruffle your feathers.
BRAND
Brand is the “name, term, design, symbol, or any other feature
that identifies one seller’s product distinct from those of other
sellers” Initially, adopted to differentiate one Person’s cattle from
another’s by means of a distinctive symbol burned into the animal’s
skin with a hot iron stamp, and was subsequently used in business,
marketing and advertising.

BRAND AWARENESS
Brand awareness is a marketing term for the degree to which
consumers recognize a product by its name. Ideally, consumers’
awareness of the brand may include positive perceptions of the
qualities that distinguish the product from its competition.

DEFINITION OF BRAND AWARENESS

Brand awareness is the extent to which the consumer
associates the brand with the product he desires to buy. It is the brand
recall and the brand recognition of the company to the consumers.
Brand recall is the ability of the consumer to recollect the brand with
reference to the product where as brand recognition is the potential
of the consumer to retrieve the past knowledge of the brand when
enquired about the brand or shown an image of the brand logo.
WHY BRAND AWARENESS IS IMPORTANT ?
1. Customer Recognition : Brand awareness ensures that
customers can recognize and identify your brand. When
consumers are familiar with your brand, they are more likely to
consider it when making purchasing decisions.
2. Trust and Credibility : Brands that are well-known and widely
recognized often enjoy greater trust and credibility among
consumers. People tend to trust brands they are familiar with,
which can lead to increased customer loyalty and repeat
business.
3. Competitive Advantage : In a competitive market, having
strong brand awareness can give your brand a competitive edge.
When consumers have multiple choices, they are more likely to
choose a brand they recognize over an unfamiliar one.
4. Marketing Efficiency : brand awareness can make your
marketing efforts more efficient. When people are already
familiar with your brand, it’s easier and less expensive to market
to them. It can reduce the cost of customer acquisition.
5. Brand Loyalty : Brand awareness contributes to brand loyalty.
When customers have a positive experience with a brand they
know, they are more likely to become loyal customers, making
repeat purchases and advocating for the brand.
6. Expanding Market Share : As your brand awareness grows, you
can potentially expand your market share. With a larger share of
the market, you have the opportunity to increase sales and
revenue.
SCOPE OF BRAND AWARENESS
1. Industry or Niche : Some brands are well-known within a
specific industry or niche but may not have much recognition
outside of that context. Their scope of awareness is limited to a
particular domain.
2. Online and Offline Presence : The scope of brand awareness
can differ between online and offline channels. Some brands
may be highly recognized on social media and the internet but
less so in traditional media or physical locations.
3. Competitive Landscape : The awareness of a brand can also
be evaluated in comparison to its competitors. How does the
brand’s awareness stack up against others in the same market
or industry?
4. Consumer Segments : Different segments of a brand’s
audience may have varying levels of awareness. For example,
current customers might be more aware of the brand than
potential customers.
5. Brand Equity : Brand awareness is closely tied to brand equity,
which includes factors like brand reputation, trustworthiness,
and emotional connection. A brand with a strong positive image
typically has a broader scope of awareness.
6. Marketing Efforts : The scope of brand awareness can be
influenced by marketing efforts such as advertising,
promotions, and public relations. The more a brand invests in
marketing, the wider its scope of awareness may become.
4 Reasons Why You Need to Spend Time Building
Your Brand Awareness
1. It Increases Sales
2. It Fosters Trust
3. Brand Name Association
4. It Increases Your Brand Equity.
STRATEGY OF BRAND AWARENESS
HOW TO IMPROVE BRAND AWARENESS
ADVANTAGES OF BRAND AWARENESS.

1. TOP OF MIND

You know? The highest level of brand awareness is top of mind

awareness. This is when clients think of you first when they need
to make a purchase within your product category. Moreover, You
might build top of mind awareness through repeated exposure and
consistent delivery of a good product or service over time. This is a
huge advantage in the market when clients enter a buying situation
and your brand immediately comes to mind first.
2. INCREASED CLIENT LOYALTY

If a client sees your brand out in the marketplace, and

recognizes it, that familiarity creates a sense of security that
your client has chosen a well-established company. When a
company that you have never heard of and never seen their
logo calls you, do you feel secure initially in talking to that
company? Most likely not. Since acquiring new clients is
such a costly process, retaining clients and bringing them
back again is critical to long-term business sustainability.
3. ENHANCES PRODUCT RECOGNITION

Brands provide multiple sensory stimuli to enhance client

recognition. For example, a brand can be visually
recognizable from its logo, packaging, shape, so on. It might
also be recognizable via sound, such as hearing the name on
a talking with someone who
4. DIGITAL IMPACT

The importance of brand awareness has become increasingly

significant with the evolution of the Internet and digital technology.
The public is more equipped with mobile and social media tools to
communicate quickly about your brand, good or bad. This means that
establishing a strong reputation for good products or services,
integrity in your business practices and community involvement are
even more critical to long-term success.
 DISADVANTAGES OF BRAND AWARENESS
1. LOW RANKINGS IN SEARCH RESULTS

If you are not showing up anywhere near the first page of the
search results, you should spend some time and effort fixing
the SEO on your website. Many factors can affect SEO
rankings, such as keywords, titles, meta descriptions, image
text, and more.
2. TARGETING THE WRONG AUDIENCE

Another common mistake when running a brand awareness

campaign is targeting the wrong audience. If you do not know
who your ideal customers are, what their needs and
preferences are, and where they hang out online, you will not
be able to reach them effectively.
3. LIMITED AWARENESS

If this is the case, it is time to increase your marketing efforts.

First, be sure that you are consistently posting on social
media. Invest in targeted ads to get seen and be sure that
those ads are attention-grabbing and relevant to your
targeted audience.
4. A NON-ENGAGED AUDIENCE

Building brand awareness for a brand with low engagement

can be challenging, but it’s definitely possible. Here are a
few things to consider: Social Media Engagement: Share
engaging and relevant content regularly. Encourage UGC by
running contests that involve your audience.
 INDUSTRY PROFILE OF MYSORE SANDAD SOAP

Mysore Sandal Soap is a brand of soap manufactured by the

Karnataka Soaps and Detergents Limited (KSDL), a company
owned by the government of Karnataka in India. This soap has
been manufactured since 1916, when Krishna Raja Wadiyar
IV, the king of Mysore, set up the Government Soap Factory in
Bangalore. The main motivation for setting up the factory was
the excessive sandalwood reserves that the Mysore Kingdom
had, which could not be exported to Europe because of the
First world war.
In 1980, KSDL was incorporated as a company by merging the
Government Soap Factory with the sandalwood oil factories
at Shimoga and Mysore. Mysore Sandal Soap is the only soap
in the world made from 100% pure sandalwood oil. KSDL
owns a proprietary geographical indication tag on the soap,
which gives it intellectual property rights to use the brand
name, to ensure quality, and to prevent piracy and
unauthorised use by other manufacturers. In 2006, Mahendra
Singh Dhoni, the Indian cricketer was selected as the first
brand ambassador of the Mysore Sandal Soap.

HISTORY OF MYSORE SANDAD SOAP FACTORY

In the early 20th century, the Mysore Kingdom in India was one
of the largest producers of sandalwood in the world. It was
also one of the major exporters of the wood, most of which
was exported to Europe.
During the First World War, large reserves of sandalwood were
left over because they could not be exported due to the war.
To make good use of these reserves, Nalvadi Krishna raja
Wodeyar, the king of Mysore, established the Government
Soap Factory in Bangalore.
This factory, which was set up in 1916, started manufacturing
soaps under the brand name Mysore Sandal Soap using
sandalwood oil as the main ingredient. A factory to distill
sandalwood oil from the wood was set up at Mysore in the
same year.
In 1944, another sandalwood oil factory was set up at
Shimoga. After the unification of Karnataka, these factories
came under the jurisdiction of the government of Karnataka.
In 1980, the Government decided to merge these factories
and incorporate them under a company named Karnataka
Soaps and Detergents Limited.
Sharabha, a mythological creature having a body of a lion and
the head of an elephant, was chosen as the logo of the
company because the creature represents the combined
virtues of wisdom, courage, and strength and symbolizes the
company’s philosophy. The company has since diversified,
and manufactures incense sticks, talcum powder, and
detergents, apart from soaps.
PRODUCTION OF MYSORE SANDAD SOAP FACTORY

As of March 2006, the Mysore Sandal Soap held a 6500-tonne

share among the 450,000 tonnes of soap produced and
marketed annually in India. The KSDL’s soap factory in
Bangalore that manufactures the Mysore Sandal Soap is one
of the largest of its kind in India, having an installed capacity
to produce 26,000 tonnes of soap per year. KSDL had sales of
Rs 1.15 billion (about US$28.75 million) in 2004-2005, with
the Mysore Sandal Soap having an average monthly sale of
about Rs. 75 million ($1.87 million). Traditionally, the soap
has not been marketed in a high-profile manner. Other
marketing strategies being employed to market this soap
include a scheme where the distributors who meet the
targeted sales could enter a drawing where they could win
silver or gold coins. About 85% of the sales of this soap are
from the South Indian states of Karnataka, Andhra Pradesh,
and Tamil Nadu. Most users of this soap are above 40 years of
age, and it has yet to gain more acceptance by the youth in
India. Apart from the regular, Mysore Sandal Soap, KSDL has
also introduced the Mysore Sandal baby soap to target this
share of the market. However, KSDL is facing issues such as
shortage of sandalwood, which has resulted in the company
using only 25% of the manufacturing capacity of its factory
and leading to reduced production. The main reason for this
is the depletion of sandalwood reserves in Karnataka.
Karnataka Soaps had an event on 10 May 2016 to
commemorate the 100th year. The makers of Mysore Sandal
Soap launched on 4 November 2017, a new basket of soaps
with brand name Mysoap in variants of Rose Milk Cream,
Jasmine Milk Cream, Orange Lime, Cologne Lavender, and
Fruity Floral. Each variety is exclusively packaged depicting
ethnic Indian woman in traditional looks. The soap weighs
100 g.
SWOT ANALYSIS OF MYSORE SANDAD SOAP
STRENGTH
• The factory is located in the heart of the city & has all
infrastructure facilities. They require quick movement of
raw materials & finished products. Due to its Proximity,
habitation movement of men and material are easy.
• A very good dealership network, wh”ch ensures that the
products reach everyLoop and corner.
• A very little competition for its major products sandal
soap
• An ISO 9002 certified company has its own brand image.
• Diversified product range keeps the company stable.
• Abundant availability of raw materials.
• Two sandalwood oil factories in Shimoga and Mysore,
which produce 75% of World’s sandal wood oil.
WEAKNESS
• Power intensive: dependent on power may miscarriage
here results in underutilization Of capacity.
• Marketing strategy lacks effective advertising and
publicity.
• R&D is not effective in as much as it has not made any
brake through in new products.
• It has only 8% of the total detergent market share.
 • Due to lack of direct sales, debts with many dealers are
turning bad.
• Unskilled labor coupled with excess labor hampers
profitability.
• Product lies underutilized
OPPORTUNITIES
• The toilet soap and the detergents market is an over
expanding industry and a major company likes KS& DL
with its manufacturing expertise can call the shots if it
reaches peak manufacturing capacity.
• Good export market should tap foreign market
vigorously.
• At present it has Good raw material sources to enhance
production.
THREATS:
• Competition from other global leaders like HLL.
• Government interference may reduce growth potential.
• As the company depends on forests for its main raw
materials, it makes the company toFind chemical
alternative to sandalwood
DIFFERENT TYPES OF MYSORE SANDAL PRODUCTS
1. MYSORE SANDAD OIL

Mysore Sandalwood Oil is a trademarked perfume oil

extracted from the Santalum album variety of sandalwood
tree (also known as a “royal tree”) in the Mysore district of
Karnataka, India. The tree species is said to be one of the best
varieties in the world
2. MYSORE AGARBATHI

Mysore Agarbathi is a variety of incense sticks manufactured

at Mysore using locally grown ingredients which was found
only in state of Karnataka. This incense has been awarded a
Geographical Indication tag from the Government of India in
2005, due to its historic background and remote availability of
material used.
3. MYSORE PAK

Mysore pak is an Indian sweet prepared in ghee. It originated

in the city of Mysore, one of the major cities in the Indian state
of Karnataka. It is made of generous amounts of ghee, sugar,
gram flour, and often cardamom. The texture of this sweet is
similar to a buttery and dense cookie. It is also popular in the
neighboring countries Pakistan and Bangladesh (it’s known
as Monsur there).
4. MYSORE ROSEWOOD INLAY

Mysore Rosewood Inlay covers a range of techniques used by

artisans in around the area of Mysore in sculpture and the
decorative for inserting pieces of contrasting, often coloured
materials like ivory shells, mother-of-pearl, horn and
sandalwood into depressions in a rosewood object to form
ornament or pictures that normally are flush with the matrix.
These artifacts are manufactured in around the region of
Mysore, these artifacts have been awarded Geographical
Indication tag from the Government of India in 2005 due to its
historic representation as an artifact depicting the region and
the design and style used by the local artisans.
GROWTH OF MYSORE SANDAD SOAP
Mysore Sandal Soap, a public sector undertaking, boasts a
rich history, exporting its fragrant creations to nearly 12
countries, including the USA, UAE, United Kingdom, and
Singapore. In 2022-23, the company reported a significant
25% increase in turnover, reaching ₹1,375 crores.

AWARDS AND ACCOLADES OF MYSORE SANDAD

SOAP
1. Export Performance – 2006-07, 2012-13 by Chemexil,
(set-up by Ministry of Commerce & Industry, Govt. of
India);
2. National Award for Excellence in Cost Management –
2012, 2015-16 by Institute of Cost Accountants of India
3. Chief Minister’s Karnataka Ratna Award in the year 2010
, 2016-17,2018-19 for excellence in progressive growth.
4. Samman Patra from Ministry of Finance, Department of
Revenue, Government of India for outstanding revenue
performance for the year 2015-16.