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    MYSORE Sandal Soap Final

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    Nawaraj Basnet
    The Mysore sandal soap originated in 1916 when the Maharaja of Mysore was gifted sandalwood soap. This inspired him to establish the Government Soap Factory in Bangalore to produce sandalwood soap. The first industrial chemist, Soap Sastry, traveled to develop the signature scent. It became popular due to marketing in the early 1900s through advertisements, exhibitions, and targeting southern Indian states. While still popular among older Indians, the soap faces challenges of availability of sandalwood, price competition and attracting youth.

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    © All Rights Reserved
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    MYSORE Sandal Soap Final

    Uploaded by

    Nawaraj Basnet
    1K views13 pages
    The Mysore sandal soap originated in 1916 when the Maharaja of Mysore was gifted sandalwood soap. This inspired him to establish the Government Soap Factory in Bangalore to produce sandalwood soap. The first industrial chemist, Soap Sastry, traveled to develop the signature scent. It became popular due to marketing in the early 1900s through advertisements, exhibitions, and targeting southern Indian states. While still popular among older Indians, the soap faces challenges of availability of sandalwood, price competition and attracting youth.

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    The Mysore sandal soap originated in 1916 when the Maharaja of Mysore was gifted sandalwood soap. This inspired him to establish the Government Soap Factory in Bangalore to produce sandalwood soap. The first industrial chemist, Soap Sastry, traveled to develop the signature scent. It became popular due to marketing in the early 1900s through advertisements, exhibitions, and targeting southern Indian states. While still popular among older Indians, the soap faces challenges of availability of sandalwood, price competition and attracting youth.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    1K views13 pages

    MYSORE Sandal Soap Final

    Uploaded by

    Nawaraj Basnet
    The Mysore sandal soap originated in 1916 when the Maharaja of Mysore was gifted sandalwood soap. This inspired him to establish the Government Soap Factory in Bangalore to produce sandalwood soap. The first industrial chemist, Soap Sastry, traveled to develop the signature scent. It became popular due to marketing in the early 1900s through advertisements, exhibitions, and targeting southern Indian states. While still popular among older Indians, the soap faces challenges of availability of sandalwood, price competition and attracting youth.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    You are on page 1of 13

    MYSORE

    Sandal Soap
    Logo

    A Soap from 1916, Long before


    India got its INDEPENDENCE
    coloured Mysore
    sandal soap owes its
    signature scent to
    ‘soap sastry’, one of
    India's first
    industrial chemists
    who travelled to
    England & USA to
    World’s Purest make the soap.
    Sandalwood Soap
    Sworup Timilsina 2
    Scent with 100 years of History
    • Idea Behind the Soap
    Once the Maharaja of Mysore was
    gifted a rare pack of soaps made
    from sandalwood oil produced in
    India. From this gift evolved the idea
    of making sandalwood soaps.

    The Government Soap Factory


    (KSDL) was set up for the first time
    in Bangalore by the King of Mysore,
    Krishna Raja Wadiyar IV in 1916.

    Sworup Timilsina 3
    3
    World War 1 and Mysore Soap
    • First World War Triggered The
    Use Of Sandalwood Oil
    Mysore always had excessive
    reserves of sandalwood. But during
    the First World War, it was not
    possible to export it to Europe. This
    triggered off the thought behind
    setting up a factory for
    manufacturing soap made from
    sandalwood oil.

    Sworup Timilsina 4
    4
    Shastry – The Mastermind
    Introduced USP for Mysore Sandal Soap in 1900’s !!!

    1. Shape of the Soap ( From traditional square shape to oval )


    2. Soap as a culture ( Packaging that reflects as a jewelry box )
    3. Concept of Touchpoints
    4. Connect people’s emotion with a product

    Forget Apple’s concept of Product and Culture….. This was 1900’s,


    Even Steve Jobs father was a young lad!
    Sworup Timilsina 5
    5
    Marketing Channels
    Marketing and Advertisement way ahead of its time

    1. Major Cities and Foreign Advertisement on Neon Boards


    2. Utilizing National Daily newspaper for Mass advertisement
    3. Advertise Beyond Boundaries
    4. Product Promotion Exhibition held in London where Queen
    Victoria Attended
    Queen Victoria loved the scent product so much, that she bought the
    soap for the royal family.
    Even British manufactured tried to copy the product!!! Sworup Timilsina 6
    6
    Targeting
    • Target Group
    SEC A1, A2, B1, B2

    Focused Demographically on
    Southern States of India

    Target Age
    30+ years of age*(*limited to sandal soap)

    Prevalent for both Genders

    Sworup Timilsina 7
    7
    Way ahead of its time!
    • Back when Soaps company were marketing their soap
    as a hygiene product…. (Frame of Reference)

    Product Unique Selling Point and


    Product Differentiation
    • Distinct Smell
    • Impeccable Quality
    • Fair Complexion
    • Beauty
    • Exclusivity

    Sworup Timilsina 8
    8
    8
    Focal Point

    85% Sales Restricted To 3 South Indian


    States

    Even though Mysore Sandal Soap is available


    all over India, its 85% sale is restricted only
    to three South Indian states.
    These include Karnataka, Andhra Pradesh,
    and Tamil Nadu. Most of the users are above
    the age of 40 years.

    Sworup Timilsina 9
    9
    9
    Where does It stand now?
    • Creating new products to
    penetrate youth market

    Carrying such rich history, Mysore


    Sandal Soap is not so much popular
    amongst youth.

    To tackle this, they have introduced


    Variety as a new Product
    Differentiation!
    Sworup Timilsina 10
    10
    Challenges for Century old soap

    • Availability of Sandalwood
    • Price Challenge
    • Competitive market (MNC’s introducing
    Lux, Santoor, etc.)
    • Segmenting young adults through their
    consumption style
    • Low revenue generation and Ad-budget
    • Lux targeting the focal area of Mysore
    Sandal Soap, i.e. Southern States

    Sworup Timilsina 11
    11
    Sworup Timilsina 12
    Thank You
    Sworup Timilsina
    sworuptimilsina@gmail.com

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