1.

INTRODUCTION

Management comprises of the interlocking functions of formulating

corporate-policy and organizing, planning, controlling, and directing the firm's

resources to achieve the policy's objectives. Directors and managers have the

power and responsibility to make decisions to manage an enterprise.

Ashique Exports (P) Limited has a well defined organizational structure.

It helps in delegating the proper authority to the employees so that they may

discharge their duties easily and efficiently. There are deferent departments are

working under the organisation. They are production department, personal

department materials department, stores department, Research and

development department, Technical department accounts and finance

department, marketing department. These are doing different functions for the

growth of the organisation.

I made an effort to study the organization structure of Ashique Exports

(P) Ltd. Sulthan Bathery. I intended to study all the departments and its

functions. I also made an effort to do SWOT Analysis of the company and also

generate findings & make suggestions to increase efficiency.

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 2. DESIGN OF THE STUDY

2.1 SCOPE OF THE STUDY

The soap industry is littered over with several, leading national and

global brands and a large number of small brands, which have limited markets.

Toilet soaps, despite their divergent brands, are not well differentiated by the

consumers. Ashique Exports Private Limited is participated in this industry.

This study helps to gain realistic and accurate knowledge about the functions of

the organizations and offers an opportunity for an acquaintance with the field

of study. The different activities that are taking place within it, how does

different department function show how these department are interdependent

etc. it is also essential to know how the different resources with the company

like the money material. Men and machinery is managed by the human

resource to achieve the vision of the organization. The aim of the study is to

have an exposure into these aspects and to understand the functioning of the

organization.

2.2 OBJECTIVES OF THE STUDY

 To make an overall study about Ashique Exports (P) Ltd.

 To study the functions of the following departments of the organization;

 Production department

 Material department

 Research and Development department

 System department

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  Accounting and Finance Department

 Marketing Department

 Human Resource Department

 To make an assessment of the interdepartmental co-ordination prevailing

in the organization and its role in achieving the organizational goal.

 SWOT analysis of the company.

2.3 SOURCES OF DATA

Primary sources of data

Personal interview with managers of concerned departments detailed

interview with department heads and other lower level workers in the company

are the primary sources.

Secondary Sources

 Official records

 Annual reports

 Organizational manuals

 Department manuals

2.4 LIMITATIONS OF THE STUDY

 Time constraint the time allowed for completing the organizational

study is 30 days. So to collect complete data regarding the organization

and it is minute functions was a difficult task.

 The company didn’t reveal some official reports and documents as it is

kept confidential

3
The study could be conducted only on the day working hours and so the

working conditions of the employees during the evening and night shift could

not be understood.

3. INDUSTRY PROFILE

The earliest recorded evidence of the production of soap-like materials

dates back to around 2800 BC in Ancient Babylon. A formula for soap

consisting of water, alkali and cassia oil was written on a Babylonian clay

tablet around 2200 BC.

The Ebers papyrus (Egypt, 1550 BC) indicates that ancient Egyptians

bathed regularly and combined animal and vegetable oils with alkaline salts to

create a soap-like substance. Egyptian documents mention that a soap-like

substance was used in the preparation of wool for weaving.

It had been reported that a factory producing soap-like substances was

found in the ruins of Pompeii (AD 79). However, this has proven to be a

misinterpretation of the survival of some soapy mineral substance, probably

soapstone at the Fullonica where it was used for dressing recently cleansed

textiles. Unfortunately this error has been repeated widely and can be found in

otherwise reputable texts on soap history. The ancient Romans were generally

ignorant of soap's detergent properties, and made use of the strigil to scrape dirt

and sweat from the body. The word "soap" (Latin sapo) appears first in a

European language in Pliny the Elder's Historia Naturalis, which discusses the

manufacture of soap from tallow and ashes, but the only use he mentions for it

4
is as a pomade for hair; he mentions rather disapprovingly that among the

Gauls and Germans men are likelier to use it than women.

A story encountered in some places claims that soap takes its name from

a supposed "Mount Sapo" where ancient Romans sacrificed animals. Rain

would send a mix of animal tallow and wood ash down the mountain and into

the clay soil on the banks of the Tiber. Eventually, women noticed that it was

easier to clean clothes with this "soap". The location of Mount Sapo is

unknown, as is the source of the "ancient Roman legend" to which this tale is

typically credited. In fact, the Latin word sapo simply means "soap"; it was

borrowed from a Celtic or Germanic language, and is cognate with Latin

sebum, "tallow", which appears in Pliny the Elder's account. Roman animal

sacrifices usually burned only the bones and inedible entrails of the sacrificed

animals; edible meat and fat from the sacrifices were taken by the humans

rather than the gods. Animal sacrifices in the ancient world would not have

included enough fat to make much soap. The legend about Mount Sapo is

probably apocryphal.

The industry has already penetrated into every house hold even in village;

there is no scope for further increase in demand. However there would be a

change in demand pattern with rising income people may prefer premium

brand to low priced brand. The soap segment can be divided into laundry soap

and toilet soap. Laundry soap are mostly produced in the small scale sector for

many years, now the large scale sectors too producing laundry soap.

The origin of personal cleanliness date back to pre-historic times. Since

water is essential for life, the earliest people lived near water and knew

something about its cleansing properties - at least that it rinsed mud off their
5
hands. Soap is a product that many people might take for granted or consider

rather ordinary, but for some, lathering up can be treasured part of morning or

nightly routine.

The developing technology and innovations began to start using soaps.

Yardly Company in England started the first production of soap. After the

initial stage due to the development of science and technology so many

alternations and modifications are provided by different manufacturing

companies in the matter of shape, color, quality etc.

India trained in Japan started the manufacturing of toilet soap in

Bengal. The Madras Government then established a soap factory in Calicut in

1914 under the guidance of Sir Frederick Nicholson. This was the only

manufacturing unit were training in soap technology was also given. This

center at Calicut in Kerala is now known as Kerala Detergents and soaps

Limited.

In 1918 according to the static prepared by the Indian munitions Board,

the number of factories in India, producing over 400 tones of soap per annum

was 11 in British India. This was exclusive of 46 Indian Princely states, which

produced below 400 tones per annum.

The total production was about 12000 units. The house of Tatus undertook

the large-scale manufacturing of soap in scientific lines in 1929, which

established the first unit in Cochin followed by second unit at Mumbai 10 years

later in 1934. All India soap manufactures association was formed representing

the loading Indian manufacturers.

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 The segments of soaps can be two types; they are laundry soaps and

toilet soaps. The toilet soaps are produced by the large scale and small-scale

sectors. The laundry soaps have been mostly produced in the small-scale

sector but for the last many years the large scale sector also started the

production of laundry soaps. The large-scale sector accounts for 95% of toilet

soaps production, its segment is growing at 4 to 5 percent per annum.

Yet there is an approximate gap of two lakh tones. This gap is now

bridged through imports. The soap industry faces tough competition in the

market. So they spent high amount for advertisement, marketing an

distribute/on; The soap and detergent industry has to concentrate on the cost

production and the present fours is on the rural market.

Indian soap industry

In India the main players in soap are Hindustan lever (HLL), Nirma,

Goderej, Wipro and P&G. other segments are Karnataka soap and detergent,

Henkel, Johnson & Johnson etc.

Hindustan lever is the market leader in the toilet soap industry with 72%

volume share. The premium segment concentrated in the urban areas, have

allowed players to make concentrated efforts in advertisement and distribution.

This has resulted in overcrowding of the premium segment with several

players. The major premium soap brands are Lux, Pears, Lexus, Gladys, Dove,

Moti, Cinthol, Rexona, Dettol and Savlon.

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 During the British rule in India, Lever brothers England introduced

modern soaps by importing and marketing them in India. However North West

Soap Company created the first soap manufacturing plant in India, which was

situated in the city of Meerut, Utter Pradesh.

Mr. Jamshedji Tata set up India’s first indigenous soap manufacturing

unit by purchasing O.K coconut oil mills at Cochin, Kerala around 1988. O.K

mills crushed and marketed coconut oil for cocking and manufactured crude

cold process laundry soaps that were sold locally. It was renamed The Tata Oil

Mills Company and its branded soaps appeared on the market in the year of

1930’s.

India is a vast country with the population of 1050 million people.

Household penetration of soap is 98%. People belonging to different income

levels use different brands, which fall under different segments, but all income

levels use soaps, making it the second category in India (detergents are number

one). Rural consumers in India constitute 70% of the population.

Soaps and Detergents are cleaning products that have become an

essential part in our daily lives. Cleaning products play an essential role by

safely and effectively removing dirts, germs and other contaminants, and thus

promote a hygienic lifestyle.

Toilet soaps account for the largest single share of about 10% in the Rs

480 billion FMCG market. The toilet market is getting saturated at a high

penetration level of 98% and is growing at a very modest rate. The toilet soap,

once only an urban phenomenon, has now penetrated practically in all areas
8
including remote rural areas. The incremental demand flows from population

increase and rise in the usage norm impacted as it is by a greater concern for

hygiene. Increased sales revenues would also expand from upgradation of

quality or per unit value.

The market is littered over with several leading national and global

brands and a large number of small brands which have limited markets. The

popular and premium brands include Lifebuoy, Lux, Cinthol, Liril, Rexona,

Shikaki, Nirma, Dettol etc.to name a few. The inventory, however, changes by

the quarter-if not by the month.

The market is expected to grow at rates ranging from under 4% to

around 4.5%. These are very modest rates considering that the lifestyles not

only of urbanites, but even of well-off rural folks are changing at a very high

pace.

The leader in the toilet soap category, HLL enjoys a high market share,

followed, a way behind by Godrej Consumer Products, Nirma, Reckitt

Benckinser etc.

Detergent powders are laundry-cleaning products that are made using a

synthetic surfactant in place of the metal fatty acid salts, which are used in

soaps. Made in powder form, these detergents are also sold as laundry

powders, hard surface cleansers, etc. Majority of the powder detergents has

soap in their mixture of ingredients; however they basically function more as a

foam depressant than as a surfactant. Detergents ,as a constituent of the overall

chemicals industry, accounts for a near 9% of the total demand for all
9
chemicals estimated at around Rs 315 billion. Detergents, chemically known as

alfa olefin sulphonates (AOS) are used as fabric brightening agent, anti-

deposition agent, and stain remover and as a bleacher. The overall market is

estimated at around Rs 28 billion. A major input for the production of

detergents is a petrochemical, Linear Alkyl Benzene (LAB), while soaps rely

more on an inorganic chemical, caustic soda, a s a major input.

Detergents are available as powder, bars and liquids. Bars make up for

less than half of the market, while powders have more than a third of the

market. Liquids have 12% presence in the market. The bar market is dominated

by Hindustan Lever(HLL) with a share of over 40% swayed by its brands.-

Rin,wheel,555,shakti,OK. The super-premium market, making up for around

10% of the overall detergents market, is dominated by Surf Excel from HLL

and Ariel from proctor & Gamble. The two together have a near 90% market

with the rest coming in from players like Henkel SPIC.

In the sub premium segment, Nirma from Nirma Soaps and Wheel from HLL

are the major players with small presence from an array of brands like Trilo,

Hipolin, Tide, Key, Chek, and others.

Toilet soaps and detergents, despite their divergent brands, are not well

differentiated by the consumers. It is, therefore, not clear if it is the brand

loyalty or experimentation lured by high volume media campaign, which

sustains them. A consequence is that the market is fragmented and mercurial. It

is obvious that this must lead to a highly competitive market.

Consumer Use Today

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 Toilet soaps are always used in the bar form—there is no other form in

the Indian market—and they are used in the bath. Showers are a distant dream

for 70% of India’s population, who live in the villages where there is not even

a regular supply of drinking water. In the urban areas, people bathe by using a

bucket of water, mug, and a bar of soap. In villages, they usually bathe by the

river bank or village ponds. Although most of the urban houses have a shower

facility, showers are seldom used because of the scarcity of water.

Consumer Preferences

Consumer preferences are varied and are more regionally specific. India is

divided into four regions: North, East, West, and South.

• Consumers in the North prefer pink colored soaps, which have floral

profiles. Here the fragrance preference is for more sophisticated profiles

reflecting their lifestyles. Freshness soaps with lime and citrus notes are

also popular preferences as the climate in the North is very hot and

citrus/lime scented soaps are seen to be refreshing.

• The East is not a big soap market; hence no particular preference skews.

• Consumers in the West exhibit preferences for strong, impactful

fragrances and somewhat harsher profiles compared to the North.

Preferences are more for the pink soaps with floral fragrances, primarily

rose, which are positioned on the beauty platform.

In the South, the skew is towards specific soap segments like the

Herbal/Ayurvedic profiles and also the Sandal profiles. Consumers here

do not exhibit high brand loyalty and are ready to experiment and try out new

brands. Hence, most fast moving consumer goods companies tend to launch

their new brands in these markets, which they call test launch markets.

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Marketing

Soap is primarily targeted towards women, as they are the chief decision-

makers in terms of soap purchase. Medicated positioning like germ killing and

anti-bacterial are marketed to families.

4. COMPANY PROFILE

Ashique Exports Private Limited is a member of Thai group of

companies base at Calicut. Thai Group is the association of different business

establishment promoted by Mr. P.C.Thahir.

The authorized share capital of the company is Rs. 5, 00,000. The main

objective of the company is to give maximum job opportunities to the people

especially for the women. Here the permanent directors are Mr. PC Thahir,

Sakeena Thahir an Ashique Thahir. In Kerala the corporate are much low as

comparing to other adjacent states. Ashique Exports Private Limited is

constructed in a non-industrial area only for providing job opportunities to

backward people.

4.1 About the Thai Group

The Thai group has become a leading conglomerate in Kerala with wide

business interest in areas ranging from the manufacture of soaps, detergents,

shampoos, talcum powders and garments to building materials, mining

processing logistics and plantations. Today’s recent technological progress and

economic advancement will improve the quality of products and services.

The company has been progressing steady from 1984. Many lessons

came along with the progress. The firm resolves to add value to services and
12
the growth needs effort and creativity. The business ventures have been

adventurous.

Thai group had a modest beginning with interest in cement marketing.

The group owes more success and progress to its employees, customers,

associates and the society of large. The portfolio is very rapidly broadened

with the fast moving consumer goods. The group also grew into the

manufacturing consumer now durable. On the first half on 1990’s the laundry

soap unit was started at Sulthan Bathery in Wayanad. But now Thai Group

offering various brands products like Body care, Fabric care, cleaning

solutions, Building products & various kinds of agricultural products such as

Tea, Coffee, Pepper and Cardamom. In building material they are handling

various items like Tiles, Sheet, Cement, Cem powder etc. They are also deals

with telecom apparatus.

4.2 SISTER CONCERNS UNDER THAI GROUP

Ashique Exports (P) Ltd

Ashique export Pvt Ltd. was started in 1995. This company is situated

at Sultan Battery. Ashique Export Pvt. Ltd. manufactures bath soaps, washing

soaps and herbal soap. Ashique export Pvt. Ltd. not only has the soap division

as its business venture but also has tile division and cement sheet division. Tile

division is involved in marketing of major tile brand such as Sonora Nico,

Excel etc. Cement sheet marketing division is engaged in the marketing of

various cement sheets available in the market. It gets the order from the

retailers and supplies the material at their premises.

 Ashique Enterprises

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 This firm of Thai group is involved in the trading of soaps, detergents,

tiles, cement, cem powder, tea etc. Ashique Enterprises have a branch office

Aysha Arcade at Sulthan Bathery and head office at Calicut.

 Aghin Chemicals And Cosmetics

This firm is located adjacent to Gladys soap factory. They are the

manufacturers of detergent powder such as Starlight, Sun Plus, Sun Plus

premium, Sub line etc. They manufacture various scoring powder such as Lulu

and Sohna. They are the manufacturer of cleaning liquid namely Ridzol. They

are the distributor of Rid roach cockroach repellent.

 Aysha Associates

Along with Ashique export Pvt. Ltd, Aysha associates also involves in

the distribution of products of Ashique export Pvt. Ltd. They distribute Gladys

Beauty soap, Lexus Beauty soap, Sun Plus detergent powder, Iva lime soap etc

 Aysha Plantations, Wayanad

Around 650 Acre plantation consisting of coffee, Tea and pepper are

under the preview of Aysha Plantation Vythiri, Wayanad.

 Aghin Agro food Industries Private Limited

The company producing various agro foods likes Tea, Coffee, Pepper

and Cardmom. Quality system of procurement and preservation enables us to

14
offer you premium quality food products. Le Tea and Thalamala Tea are the

premium brands. Both the brands are premium in quality and delicious in use.

 Aghin Roadways, Coimbatore

It consists of a fleet of 300 trucks and several pick up van for

transportation of cement, gypsum, sand, soap tiles etc. This efficient

transportation system has its head quarter in Coimbatore. Aghin roadways is

equipped with a full fledged work shop, a vehicle body building unit, fuel

filling station and a manufacturing units of chamber bricks.

 Transworld Mining Industries Private Limited

This firm is situated in Thirunelveli. TMI (P) Ltd. They are involved in

pulverizing lime stones manufacturing Cem powder and in the manufacturing

of precipitated calcium carbonate.

 Aysha Overseas

They manage various businesses in foreign countries like

Sharja,Indonesia, Malaesia, Bahrain etc. Ayisha overseas is the overseas

business centers of Thai Group.

 Auriga Technologies

This is the Multimedia College situated at Telessery. The one year

multimedia course teaching here is having great current demand. They are also

engaged in web designing, software development etc.

A.A Associates

The firm is engaged in distribution of soap and detergents in Karnataka,

15
Andhra Pradesh, Goa, and Maharashtra. They are established at Mysore.

4.4 ABOUT ASHIQUE EXPORTS (P) LTD.

Ashique exports is a private limited company incorporated on 1996.

The registered office of Achique Exports Private Limited is situated at Chennai

regional office at Coimbatore. administrative office at Calicut and

manufacturing unit at Sulthan Bathery, Wayanad. This is one of the soap-

manufacturing unit of Thai group. Their products are Toilet soaps, Washing

soaps & Herbal soaps, in this only toilet soap is machine made & others are

hand made soaps. Ashique Exports (p) Ltd have a R&D department in factory.

This department has set up for the contagious products, and assurance of best

quality products. Ashique Exports (p) Ltd constructed in a non- industrial area

only for the purpose of providing job opportunities to backward people

especially for women.

Mission & Vision of Ashique Exports Private Limited

Mission

 To provide job opportunities to people in backward area and thereby

increase their standard of living.

 Optimum utilization of natural resources in soap production.

 A proper substitute against the Hindustan Liver Ltd, Proctor and

Gamble etc.

 Maximum exploitation of opportunities for growth and to generate

optimum returns.

 To constantly innovate and product quality products and be ready to go

that extra mile for the sakes of their customers.

 To contribute for the overall well being of the society.

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Vision

To grow in to a multidivisional entity with variety-patented products and

over a large number of product ranges

Their group has been progressing steadily along with the progress come

many listens growth needs effort, creativity and a firm resolve to add value to

the customers being decision. They also believe that their success and progress

bare to be interpolated to their associates, employees, customers, and society at

large.

ASHIQUE ENTERPRISES

This firm is come under the Thai Group. It is involved in the

marketing of cements, Soap, floor tiles, detergent powder etc. They are the

wholesale distributor of cement brands like Coromandal, Sankar etc. of India

cements limited. They are the consignment agent of Roofit mix of North

Kerala. They also involves in distribution of various soaps manufactured by

Ashique Exports (P) Ltd.

Ashique Enterprises is situated at Calicut. It had a branch office at

Sulthan Bathery near Kanjirandy traders of which come under the ownership of

Thai Group. Ashique enterprises also distribute the food products which is

produced the plantation of Thai Group Vythiry, Kalpetta.

Ashique Enterprises controls and manage almost all the functions of

Ashique Exports (P) Ltd. That means in marketing function and finance

function etc. Ashique enterprises manage the marketing of products to whole

Kerala.

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18
 5. ORGANISATIONAL STRUCTURE

PRODUCT PROFILE
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 Table No. 1

Toilet Soaps

Weight
No Name of Products Price(Rs)
(gms)
1 Oliva 125 14.00
2 Oliva Ginger 115 14.00
3 Lexus Mystique Green 125 14.00
4 Lexus Mystique Cream 125 14.00
5 Lexus Mystique White 125 14.00
6 Lexus Mystique Rose 125 14.00
7 Lexus Mystique Purple 125 14.00
8 Eluxus Sensulle 125 14.00
9 Lexus Skin Care Cream 125 13.00
10 Lexus Skin Care White 125 13.00
11 Jiifa Blue 125 10.00
12 Olium 100 11.00
13 Silk Beauty Soap 75 10.00
14 Jaz Kool Sandal 125 10.00
15 Jaz Kool lime 125 10.00
16 Camila Tulasi 100 10.00
17 Iva Lime 100 10.50
18 Gladys Herbal 100 10.00
19 Gladys Sandal 100 10.00
20 Medi Pam Herbal Soap 100 10.00

Table No.2

Washing Soaps

No Name of products Weight Price

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1 Golld916 1kg 35.00

2 Gold 916 500gm 18.00

3 Gold 916 250gm 9.50

4 Speed 1kg 24.50

5 AA Bar 600gm 16.50

6 Lexo 160 150gm 5.50

7 Super wash 555 600gm 16.00

8 Super wash 555 250gm 7.50
9 Dr.Wash 200gm 10.50

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 6. DEPARTMENTAL STUDY

6.1 PRODUCTION DEPARTMENT

Production means creation of utilities and covers all the activities of

procurement allocation and utilization of resources. Such as labour, energy

materials equipments, machinery etc. m Utilities are goods and services which

have want satisfying power.

Structure of production department

Managing Director

Vice President

Production Manager

Technical Technical Material

Manager Manager Manager

Supervisors Assistants
Research&
Developmen
t Supervisors

Assistants

Assistants

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 Production function of a business is concerned with the creation of a

product or service required to satisfy customer needs, wants or desires. It is a

process of transforming a variety of resources into goods or services.

Production is an economic process that uses resources to create a

commodity that is suitable for exchange. This can include manufacturing,

storing, shipping, and packaging. Some economists define production broadly

as all economic activity other than consumption. They see every commercial

activity other than the final purchase as some form of production.

Production is a process, and as such it occurs through time and space.

Because it is a flow concept, production is measured as a “rate of output per

period of time”. There are three aspects to production processes:

 the quantity of the commodity produced,

 the form of the good created,

 The temporal and spatial distribution of the commodity produced.

A production process can be defined as any activity that increases the

similarity between the pattern of demand for goods, and the quantity, form, and

distribution of these goods available to the market place.

Functions

Make the use of the maximum of raw material

Control of production

Standardization in production.

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 Ensure the flexibility in production.

Minimization of cost of production

Ensure quality of products.

The flagship brand of Ashique Exports Pvt. Ltd is positioned as "beauty

soap". The issues addressed by these versions include consistent lather

moisturizing the skin, elasticity, and smoothness and supple of the skin

maintained, freshness and aroma. Ashique Exports Pvt. Ltd produces different

varieties of toilet soaps and washing soaps. All these products are

manufactured by using mechanical and hand made under close supervision,

hygiene and quality control. The total production per day is near by 30-35

tones. There are 3 shifts in a day from 8 am to 4 pm, 4 pm to 12 pm, 12 pm to

8 am.

Production department plays an important role in an organisation for the

transformation of raw materials into finished products. In Ashique Exports

Private Limited the production department is producing various soaps like

Lexus, Olivia, Iva, Gladys etc. Here the purchase manager purchases the raw

materials for the production. There are many workers in each production

process.

The person known as the production or operation manager is the head of

the production department. There are supervisors, workers etc under the

production manager. Production is done on the basis of preplanned methods

and techniques. There must be uniformity for the smaller type of soaps and

their prize is fixed on the basis of its quality.

24
 While production is taking place the TFM total fatty mater, the weight

and the price must decide in advance. TFM is the total quality of the soap. If

TFM is less than 72% then it is known as beauty bar or bathing bar.

Here the production is done mainly on the semi hot process. There is .

05 free alkali is in the toilet soaps and 3-5 % in washing soaps. This is a

hierarchy of the production department.

25
Range of Products of Ashique Exports Private Limited

Ashique Exports Private Limited is a well known soap manufacture and

supplier in India. This is mainly concentrate in the production of home

products. This is mainly includes the toilet soaps and washing soaps.

Products

Washing
Toilet Soaps
Soaps

Machine Man made

Man made
made

26
Methods of Production

The soap production can be done on 3 different process. They are lot

process, semi hot process and cold process. Here the semi lot process is mainly

followed by the Ashique Exports (P) Limited company.

Hot Process

This process is mainly used for making the toilet sops. Here more

machines is needed and huge amount of production can taken place through

this process. The raw material used in this process are models (mainly

imported from Indonesia), oils perfumes, colours, stabilizing agents special

adductive and aqua. Te machines are working in high temperature 80 a cooling

system in necessary. A cooling system is necessary here fore this production

the chilling plant is more useful.

Semi Hot process

In this process the oil and caustic soda will be heat at a moderate

temperature. In this process first the raw materials are mixed and stir it after

24 hours it cuts into slabs and then into bars then the stamping and packing

taken place. In this process various raw materials used include fat caustic soda,

sodium silicate, soap stone powder, optic and brightness and aqua.

Cold Process

Here every function is done by the cold process. The raw materials will

take more time to become the actual soups. If the process is not completed the

caustic soda in the soaps will effect the skin very beauty and if is dangerous to

the body.

27
MACHINE MADE BATH SOAP

Trade cycles tend to create shift in consumer behavior. These shifts are

to a great extend unpredictable and the choice can shift from premium to

popular and vice versa. Water occupies over 70% of the human body and it

naturally follows that moisturizing of the skin is basic to healthy skin and

beauty. With out water the skin appears dry wrinkled and looks unhealthy.

Gladys was formulated to meet these demands of the beauty conscious

customers. This flagship brand of ours is positioned as "Beauty soap". The

ingredient is specially formulated to evolve sandal, lime, natural, and rose

and elegance version. The issues addressed by these versions include

 Consistent lather

 Moisturizing the skin

 Elasticity, smoothness and supple feel of the skin maintained lingering

freshness and aroma

Lexus: Lexus was developed in the popular segments "exquisite

impression" whose consistent lather leaves the skin smooth and silky.

Lexus gold: Through their research findings there is a discernible shift

towards fairness or repeated use. This is developed in rose and governor

versions

Raw material of machine made bath soaps are given below

 Caustic soda

28
  Coconut coil

 Noodles

 Perfumes

 Glycerin

 Preservatives

 Colors

Among these caustic soda and coconut oil are purchased inside the

country. The noodles are imported from foreign countries like Malaysia,

Indonessia.etc.

29
Plant layout- Toilet soaps

Sigma Mixer

Noodler/Simplex Plodder

First Roll Mill

Second Roll Mill

Conveyor

Duplex Plodder

Stamping machine

Wrapping machine

Packing

30
The different types of machines used for making toilet sops includes sigma

mixture, Noodler, conveyors roll mills 1 and 2, duplex plodder, bar cutting

machine cake cutting and stamping machine and packing machine.

Production process of machine made toilet soaps

The first process of the production of bath soaps is mixing the caustic

soda and coconut oil in high degree temperature and it passes through the

machines for the purpose of getting smoothness and also grinding. Output of

this process is called coconut soap.

Sigma Mixing

In the second stage the coconut soap and the noodles are mixed with

filler and fielder in sigma mixing machine. The mixing time is about 20

minutes. After 20 minutes the mixture is discharged. After this process, it goes

for coloring, mixing perfumes and other ingredients.

Nodular

In the third stage the output from sigma mixing machine and mixture from

the clearing process of second stage is passed to next stage for grinding. It is

solved through the processing of third stage. Then it is discharged in the form

of noodles.

Roll mill

The next stage is the process of grinding the output from nodular. For

grinding the mixer it is converted into a smoothness output. So the object of

the roll mill is nice the input products.

31
Conveyer

Conveyer is used to transfer the products from one machine to another

machine for the smooth passing of the products. Conveyer is the fixed type of

material handling system used for moving materials continuously or

intermittently between two-fixed points. In this company, conveyer is used

transfer the products from Roll mill to Plodder.

Plodder

The main function of plodder is to remove the air from the third process

output. The plodder functioned because of in the processing time air may be

filled in the output so it is become useless. After removing the air, the mixture

is heated about 64 degree Celsius and the output is discharged. The output is

bar shaped product. After this bar shaped product is cut down.

Wrapping

The next and last stages of the production of soap is wrapping by

machines. The soaps are wrapped for the purpose of getting attraction from the

buyers and also to recognize the color, manufacturing date, expiry date, weight,

price etc. Wrapping is also useful for advertising the product.

Packing

After the production process the final output goes to packing. Packing is

the designing of the container or wrapper for a product in order to prepare the

product for transport, sale and usage... The main functions of packing are to

protect the goods in transit from spoilage, breakage, leakage etc. it facilities the

branding of products as the name of the brand and design can be printed on the

package. It facilitates the advertising of product. It preserves the quality of

32
products and protects them from dust, damage and evaporation. It gives the

products individuality. The literature regarding the quality and use of the

products can be printed on the package this is of great use of the consumers. It

helps in handling and transporting.

After the packing, the soaps are transformed into the storeroom and then

they are distributed to the companies. If there is any product remains as

damaged it is considered as waste and useless the whole products are

supervised under superiors.

Output

The companies per day output is 600 boxes each box contain 144 soaps. So the

output is 600×144 that is 86400 soaps.

HAND MADE TOILET SOAPS

Ashique Exports Pvt. Ltd also produce hand made toilet soaps which

are marketed under the following brand names

 Prime body: 150 grams

 Lexo: 75 grams

 Medi Pam: 100 grams

Raw Materials

 Oil blend of fat blend

 Caustic soda

 Aqua, glycerol

 Glycerin

 Colors

33
  Perfumes

 whitening agents

Production process of toilet soaps (hand made)

Saponification

Moulding/coding

Slab cutting

Bar cutting

Cake cutting

Stamping

Packing

In the manufacturing process instead of three vessels only one vessel is used

in the manufacturing of hand made toilet soaps. All the ingredients are poured

into the vessel and heated. Perfumes are added to make different types of

toilets soaps. Process wise another difference is that here caustic soda lye is

34
used instead of crystals. When manufacturing is completed the end product is

in liquid form. Then it is transferred in to cooling boxes where they are allowed

to cool off for 48 hours. After words the solid soap is subjected to slab cutting,

bar cutting and finally cake cutting. There after the end product in the popular

user- sizes is sending to the stamping units were brand names are imprinted.

Then comes the final stage of manufacturing which also important from the

marketing view point- i.e. Packing processes.

Production process of Herbal Soaps

Ashique Export Pvt Ltd produces only one herbal soap i.e. Medi Pam.

This is a hand made herbal soap.

Caustic soda and coconut oil is mixed and heated for sometime. After

that Tulasi Tailam is added in to it. Again the process of heating continues.

After heating the ingredients are transferred to the cooling boxes. After one day

they are taken from the cooling boxes and then they are made in the form of

slabs. The slabs are transformed in the form of bars by means of cutting. Then

the bars are stamped and wrapped and are packed in boxes and then stored.

The herbal soap also enjoys the special powers of small-scale industry

because they do not require complex machinery. The use of electricity is less

while with large number of workers working. So they are exempted from taxes

and duties.

WASHING SOAPS

Washing soaps are also produced in Ashique export Pvt. Ltd. The

washing soaps are hand made one so it needs a number of workers. It enjoys

the benefits of small-scale industry. In Ashique export Pvt. Ltd various types of
35
washing soaps are manufactured like Supper wash, Lexo, AA Bar, Speed, Gold

916 etc. in different weights.

Production Process of washing soaps

Heating

Saponification

Cooling

Slab cutting

Bar cutting

Stamping

Packing

36
Raw material of washing soaps

 Caustic oil soda

 Blend or fat blend

 Aqua, glycerol

 Fragrance

 Stain removing agent

 Optical brightener

 Whitening agent

In the manufacturing process three vessels are involved of which the

vessel No. three is called the reaction vessel. Oil blend is heated up to 90-

degree Celsius in vessel no. 1. In vessel No. 2 caustic soda is heated to reach

80 degree Celsius. Then the contents of both the vessels are transferred to the

vessel No. 3 were other constituencies of the raw material such as glycerol,

aqua, perfume, optical brightener, stain removing agent, whitening agent etc.

are added and stirred for one hour to ensure proper mixing. The above process

as a whole is called saphonfication. The end product here is the liquid soap,

which is then poured into cooling boxes. In cooling boxes the soaps solution is

allowed to dry up for 24 hours. The solid soap mass from the cooling boxes is

then taken to slab cutting units. The slab cutting units produces rectangular

slices, which are then moved on to bar cake cutting units. After bar/cake

cutting the product is sending to stamping units were the brand name, emblem

etc are stamped on each individual pieces. After stamping, the products are sent

to the packing units before they are handed over to the marketing department

from where the products reach the distributors.

Chilling Plant

Chilling is an important part of the production process because; all the

37
machines used for the production of soaps are working under high

temperature.

For the smooth running of the production process the machines must be

good working condition. The continuous process of production will cause

damage to the machines. The chilling plant solves this problem and it reduces

temperature.

The chilling plant saves the machine from the high degree of heat. If

the machine for the purpose of chilling the water converted it in to 24 degree

Celsius with the help of machinery and to use some chemicals so that it is not

become an ice. The chilling is the most important process of all every

production process.

Pilot Plant

Pilot plant is a small model of all machinery that is used for the

production process. The pilot plant is used for testing new innovations or to

produce a small number of products. It is used to check whether the quality of

the raw materials is good or bad. This machine does the testing process of new

product so that pilot plant is an important part of the ASHIQUE Export [p] Ltd.

Laboratory

Ashique Export [P] Ltd. Is having a well-maintained laboratory. This is

used to study about the quality and the nature of the input products. The main

function is the check, whether their product is good or bad. Inputs containing

default is not used in the production process. Only quality inputs are used in

the production process after checking it in the laboratory. So the factory

38
laboratory plays an important role in the production of soaps in Ashique

Exports [P] ltd.

6.2 MATERIALS DEPARTMENT

Material department plays an important role in Ashique Exports

Private Limited. There are 11 staff are working in this department and one of

them is them material manager.

Structure of Material department

Production Manager

Materials Manager

Purchase Manager Store Keeper

Assistants Assistants

For production, material is the most important factor. It involves the

physical commodities used to manufacture the final product. It is the starting

point of the first operation.

Materials can be classified into direct or indirect. The control over the

materials is very essential. Material control is the systematic control over the

purchasing, storing and using of materials so as to have them minimum cost of

39
materials. Material control involves recording of printed forms all steps and

movements which occur in the acquisition and utilization of materials.

Raw Materials used by Ashique Exports Private Limited

Ashique Exports Private Limited uses a number of raw materials for the

manufacturing of toilet as well as washing soaps. The raw materials are

collected from India as well as foreign countries. The soaps are made

from the noodles which are imported from Indonesia and Malalsia. Other

items are brought from Chennai, Banglore, Rajasthan Mumbai, Gujrat and

foreign countries like Taiwan, France and Thailand.

Purchase Procedure of Ashique Exports Private Limited

A purchase requirement note is prepared by the production manager and

it passes to the store keeper. The storekeeper then makes a purchase

requisition to the purchase manager. Then this purchase requisition is moved

through the accounts and production department. At last the Managing director

will approve it. After this the purchase manager invites quotations from the

suppliers. From the quotations received from the suppliers a comparative study

is made and one among them is selected. After the selection a purchase order

is given for the purchase materials.

With purchase order and invoices the storekeeper wants to variety the

materials. Then the goods are passed to the company for quality testing it

passed in test. It has to be recorded in the goods received note and send to the

stores.

40
 The materials are brought either by cargo or long. These transport

charges are born by the company itself.

Stores Department

The records maintained by this department are

 Goods received note

 Materials purchase Register and

 Stores Register.

Stores come under the material department. There are total six members are

working in the stores department. One s tore keeper and five assistants. This

company has stores and its from materials and this materials are sent to various

department.

FIFO method is followed by Ashique Exports Private Limited for issuing

materials from the stores. When reaching goods to the stores it should

recorded in the ‘Goods Received Note’ by the store keeper.

41
6.3 RESEARCH AND DEVELOPMENT DEPARTMENT

Research and development is nowadays of great importance in business

as the level of competition, production processes and methods are rapidly

increasing. It is of special importance in the field of marketing where

companies keep an eagle eye on competitors and customers in order to keep

pace with modern trends and analyze the needs, demands and desires of their

customers.

Unfortunately, research and development are very difficult to manage,

since the defining feature of research is that the researchers do not know in

advance exactly how to accomplish the desired result. As a result, higher R&D

spending does not guarantee "more creativity, higher profit or a greater market

share.

Research and development is an investment in a company's future -

companies that do not spend sufficiently in R&D are often said to be 'eating the

seed corn'; that is, when their current product lines become outdated and

overtaken by their competitors, they will not have viable successors in the

pipeline. So how much is reasonable to spend on research and development?

That is highly dependent both on the technology area and how fast the market

is moving. Two percent of company revenue, not profit, might be enough in a

fairly sedate market, but to keep up in rapidly changing markets, companies

should expect to spend fifteen percent or more in research and development

just to keep up with the rest of the pack.

42
 Structure of Research and Development department

Operation Manager

R&D Manager

Chemist Chemist Chemist

Lab Technician Lab Technician Lab Technician

43
 Ashiquie Exports Private Limited has a well known R and D

department. The human Resource of the R & D division includes qualified

chemist and trained laboratory technician who implement internationally

acknowledged analytical procedures.

Here the production methods are started R & D department has a small

plant known as pilot plant for experiments & research R & D department

centre kept all types of raw materials I perfumes and colours.

When this department gets an idea about a new product they produce a

small quantity of it. Then this product in supplying to the market & it is well

accepted by the consumers. The company will start to produce a bulk quantity

of that product. R and D division always seeks innovation.

Quality Control of Ashique Exports (P) Limited

Quality control of each process is tested with R & D department.

In the lab the TFM of the soap is checked. TFM total fatty matter. This

decide the quality of the product. If the TFM is less than 72% then it is known

as bathing bar or beauty bar. If it is less than 55% the soap is not good. This

lab tests raw materials and finished products. This tests are made physically

and chemically. Physical test means testing the small, softeners and grittiness

of the soap. Chemical test is done to find out the quality of oils, chemicals,

perfumers colour and builders.

From the careful section of raw materials followed by continuous

evaluation conducted at each process render the final product with high quality

at optimum capacity.
44
 Sample internationally analyzed ensures that each customers gets the

right quality product. The increasing use of their product indicates its strength

and they become a reliable manufacturer and supplier.

45
6.4. TECHNICAL DEPARTMENT

Structure of technical department

Technical Department

Mechanical Section
Electrical Section

Electrical workers

Repairs Maintenance

Ashique Exports Private Limited has a total strength of 20 staff in the

technical department. It consists of the electrical section and mechanical

section. All electrical works are come under the purview of electrical section.

There are number of machines such as sigma mixer, Rolling mills,

Plodders, Lowey or, skimping machine, packing machine etc. The supplier of

these machines themselves installed the machines at the company and trained

the employees in its operation and repairs.

46
 6.5. HUMAN RESOURCE DEPARTMENT

According to Edwin B Flipper, “The personnel function is concerned

with the procurements development compensation integration an maintained of

the personnel of an organization for the purpose of controlling towards the

accomplishment of that organizations major goals or objectives. Therefore

personal Management is the planning, organizing and controlling of the

performance of those objective functions.

Every organization, personal department plays an important role for its

success. In personal department of Ashique Exports Private Limited there are 5

managerial staff, 5 clerical staff and 4 supervisors. The company has a total

strength of 550 workers working in 3 shifts. Personal manager is the head of

this department and he is responsible for all activities related to the personal

department.

Management of the persons who are working in the organisation is

termed as personnel management. Total production is the result of joint efforts

of land; labour, capital and organisation. All other resources become effective

only if the manpower is effective of the organisation.

In personal management people are the main subject mater and it is its

business to educate employers managers, line n staff and supervisors to place a

high value on the loyalty and work of the individual human being.

47
 Structure of human resource department

Personnel Manager

Assistant Personnel Manager

Supervisors

Workers

There are 550 employees are working in the factory 500 workers and 50

other staffs. Labours are working on a contract basis.

There are 1000 employees working under head office, Ashique Enterprise,

among those 65 people is working in the head office and others are in regional

offices or branches. For the requirement of employees in Region, regional

manager must inform to head office when they wish to recruit people.

48
 Structure of human resource department (Head Office)

General Manager
HR&Admn.

HR Officer Legal Officer Admn.Officer

HR Clerical Clerical
Executive Staff Staff

Recruitment

Recruitment refers to the process of finding right people for the right job

or function, usually undertaken by recruiters. It also may be undertaken by an

employment agency or a member of staff at the business or organization

looking for recruits. Advertising is commonly part of the recruiting process,

and can occur through several means: through online, newspapers, using

newspaper dedicated to job advertisement, through professional publication,

using advertisements placed in windows, through a job center, through campus

graduate recruitment programs, etc.

In the administrative level of employees were recruited by the head office

with a reference.

49
Sources of Recruitment

 Internal

o Existing employees

o Relatives of employees

 External

o News paper advertisement

o Through agency

o From other reputed companies

o Weekly advertisement

Selection procedure

There are certain steps in selection procedure

 Receipt of Job application Blank

The company use an application blank which is prepared in their own

separate format. First, received the filled application from the applicant.

 Tests

It is the next step of selection procedure. Test measure emotional maturity

sentiments, conflicts, ascendancy, sociability objectivity etc. of a candidate

 Interview

The most delicate aspect of the selection procedure is interview. It is done

by the head of the department is HR, GM or corporate GM.

 Selection

The person who passes the interview will be selected.

Placement and orientation

50
 The last step in the selection procedure is placement. Placement has been

defined as the determination of the job to which an accepted candidate is to be

assigned and his assignment to that job

Training

After selecting an employee the most and important part of the personnel

programe is the training. In Ashique Exports (P) Ltd the employees are trained

for 2 months without any deduction in basic wage. In Ashique Enterprises,

employees get induction training with in one month of placement. It is named

as pre-service training; it is mainly given to employees to know about the

company. In the office level, it is done for knowing each others.

Then there is post service training after two months. It is done for evaluating

the performance of employees. From the date of appointment there is a

probation period of 3 months. The company provides both on the job and off

the job training to employees.

Performance appraisal

Performance appraisal, also known as employee appraisal, is a method

by which the performance of an employee is measured (generally in terms of

quality, quantity, cost and time). The roots of performance appraisal can be

found in Frederick Winslow Taylor's time and motion study. Performance

appraisal is a part of career development.

This is done from the opinion of department heads and offices. In regions

the regional manager’s opinion is considered. Individual opinion of others

about the work of another person and sometime self appraisal has done very

rarely
51
Transfer

Request must be given to the head of the department or regional managers.

And he will forward to head office and must get the sanction from head office.

Promotion Policy

Promotion is a motivational factor. It is given on the basis of performance

based and experience based. Timely promotion will get on the basis of their

position.

Amenities and Benefit Schemes

The company provides following amenities and benefit to its employees.

 Bonus:

Bonus are given to each employees twice in a year on the basis of basic

wages. The company also provides festival allowance to employees; one month

salary provided in this scheme, half is on Onam and half is on Vishu. It must be

get only those who have one year experience.

 Leave with wages

AEPL provides a total of 13 days public holidays plus Sundays in a

year. Company also allows sick leave and cash leave for 24 days in a year.

Out of 24 days, 12 days are compulsory and remain 12 days can postponed

to next year. Maternity leave is allowed to women workers which are

52
extended to three months with basic wages.

Retirement benefits

 Gratuity

Gratuity is provided to employees who completed 5 years of service. The

company considers the employees in this scheme who have 4 years and 6

months of experience in service.

Provident Fund Scheme

Sec: 5 of Employees PF. and Miscellanious Act, 1952 empowers the

Central Government to frame a scheme for the establishment of P.F under the

Act for employees or any class of employees.

The company is created P.F for employees. Employee's contribution for

the P.F is 12% of basic wages and employer's contribution is 12%. From the

12%, 3.66% go to Employees State Insurance Fund.

 ESI

The company also provide ESI to employees. In this employees share is

1.75% and the employers contribution is 4.75%. Total 6.5% ESI contribution

to employees.

Wage System in Ashique Exports Private Limited

The wages are provided to the employees by the time wage system in

the organization. That means the wage rate is calculated on the basis of the

time they taken for the completion of work electronic punching system used for

53
time keeping in he company. The minimum wage of Rs. 100 is fixed in the

company. If the workers worked more than 8 hours in a day the additional

wage is provided to them double wages are given to the workers who work in

the holidays. Efficient workers are given incentives also.

First aid

Canteen

Rest room

Waiting room

Uniforms

Parking

Transportation

Records Maintain in Personnel Department

• Wage Register

• Muster Roll

• Bonus Register

• Maternity Register and Holiday Register

54
6.6. ACCOUNTS AND FINANCE DEPARTMENT

Finance is the provision of money at the time it is wanted. It is the art

and science of handling money and it is the management of flow of money

through an organization. For all types of business functions finance function is

needed. It is one of the most important function . It is concerned with the

evaluation of how trends are procured and used. Financial management is

considered with the management of finance for the smooth running and

successful achievement of the objectives of the enterprise. It is the art and

science of management of money.

Accounts and Finance Department Structure

Finance Manager

Factory Account Account

Manager Manager

Central Excise
Cash Inventory
Division

55
 Finance is considered as the life blood of business organization. It is

the master key which provides access to all resources for being employed in

manufacturing and merchandising activities.

Financial management is that managerial activity is concerned with the

planning and controlling of the firm financial resources.

Financial management is a specialized business function. It is an integral

part of overall management. However, it is r of a totally independent are it

draws heavily on related disciplines such as economics, accounting, marketing,

production and quantitative methods. Although these disciplines are

interrelated, there are differences among them, Financial management relies

heavily on economics in respect of making decisions regarding pricing and

production in different situations. 'Similarly, accounting function is a necessary

input into the finance function. Accounting is a sub function of finance.

Importance of Financial Management/Finance Function

Money is a lubricant which keeps the enterprise dynamic develops

product, keeps men and machines at work, encourages management to make

progress and creates values. Finance Provides the necessary stimulus for

continued operations of all types of business. All business decisions have

financial implications. Decisions relating to purchase, production, marketing,

accounts, research etc. involve financial implications. In other words, finance

function is interlinked with other functions such as production, marketing,

personnel etc. Therefore proper management of money or finance is quite

essential. In large enterprises, the management of finance is entrusted with a

separate department under the control of a specialist called finance manager

Financial management is the key to successful business operation. Financial

56
management has assumed an important place in the business management. This

is because the success of business firm largely depends upon the financial

policies developed the financial man.

Functions of finance department

• Overall financial control.

• Assessing the financial implications of managerial decision.

• Monitoring the financial performance of the company.

• Preparation of financial reports.

Accounts function is a necessary input into the finance function. ie

accounting is a sub junction of finance. Accounting generates information of

data relating to operations or activities of the firm. For accounting there must

prepare balance sheet or income statement and statement of charges in financial

position. The information contained in these statements and report assists

financial managers in assessing the past performance and future direction of the

firm and in meeting certain legal obligation such as payment of taxes etc.

Thus accounting and finance are functionally closely related.

There are six members including the vice president and other managers

of finance and accounts in finance and accounts department of Ashique

Exports Private Limited.

• Cash Section

All cash dealings are performed in this section, voucher preparation, cost

payment etc. are done in this section.

57
 • Inventory Section

The person in charge in inventory section would look after the daily

production, removal and closing stock. For this purpose he should keep

daily stock register. The closing stock recorded in the daily stock

register and go down will be equal.

• Accounting Section

All accounting works are takes place here. Accounting manager

controls this section he looks after the cash, inventory and central

excuse function.

• Treasury Control

The main duty of treasury controller is to look after the banking

transactions. He should control all the bank dealings.

• Central Excise

Central Excise duty is charged on finished goods will be equal to

member of finished soaps. The central excise on finished goods are

levied twice in a month. Next time it is levied from the date of 15 to 30.

If payment of excise duty paid in advance. It should be deducted from

the excise duty payable.

All the payment made by the company such as income tax, export tax,

Vat, excise duty etc. are centralized payements through head office. The main

functions come under this department. All financial matters gone through this

58
department. They verify the daily sales report of factory. The source of fund is

mainly sales and the application is cash credit. The company have cash credit

limit up to 7 crore.

The other main function is make purchase order. Preparation of sales

budgets and planning in finance is made. Provide fund to factory payment to

creditors and all other statutory payments etc.

The turnover of the company is 42.78 crores. The net profit of the AEPL is

Rs.895853 and the gross profit is Rs.30456528.

The other income of the company is exports income, exchange gain, damage

compensation, discount received, and interest from bank, scrap sale, gain from

foreign exchange etc.

59
 6.7. MARKETING DEPARTMENT

Marketing is a fundamental organizational function, for the survival,

sustenance and growth of an organisation. It has philosophical and strategic

overflows for the individual organisation, to the extend that this function Aims

at achieving some of the basic organizational objectives. Marketing focuses

on the needs and wants of the consumers identities and activates them serves

and satisfied them.

Marketing Department Structure

Marketing Manager

Advertisement Marketing Asst.

Manager Manager

Media Coverage Manager

Manager Others

Assistant Assistant
Manager Manager

Area Area Area

Assistant Assistant Assistant
Manager Supervisor Supervisor

Sales Executives

60
 Design of products and other related activities are done to match with

the customers needs, and to generate profitable operations. Marketing has been

evolving into a profession based on a body of scientific knowledge, exposure

to education and training, a code of ethics and measure of soul responsibility.

Moore and more professionals are taking over the marketing function in many

organizations.

Marketing management is a functional, area of business management. It

place a vital role in developing strategies, plans and programs for each market

segment in order to satisfy the consumer wants if may be defines as the

application of management tools and techniques in the efficient utilization of

available marketing resources. In simple words, marketing management is the

management of marketing activities. It involves planning implementation and

control of marketing programmes including in the process of marketing.

In Ashique Exports Private Limited the vice president leads the

marketing department. Under his supervision there are two managers.

Advertisement manager and marketing manager. Under the advertisement

manager two assistant managers are working. One assistant manager was

entrusted with responsibility of media coverage and the other assistant

managers have full responsibility of poster printing, wrapper designing etc.

They can appoint assistance.

There are 3 areas of sales supervisors. There are sales promoters under

each area sales supervisors direct the sales a executives. The number of sales

executive appointed is depend upon width of areas.

61
 Sales executive has loose relation with consumers. They know about

the trend. If any change is needed the sales manager will inform that to the

marketing manager. Then the marketing manager and advertisement manager

meet together and take remedial measures. If more advertisement is needed the

advertisement manager is responsible for it.

Distribution Channel

Ashique Export (P) Ltd.

Ashique Aysha Associates

Enterprises

Authorised Retailers
dealers

Consumers
Consumers

Ashique Exports Private Limited is marketing their products in Kerala,

Karnataka, Tamil Nadu, Goa and Andra Pradesh through their own channels

only. As far as possible the company avoid intermediaries which helps to

reduce selling price.

62
 In Kerala the manufactured soaps are passed through their branches

named Aysha associates and Ashique enterprises to authorized dealers. The

authorized dealers distributed the products to retailers and finally it reaches to

customers.

For the price fixation of all the products the marketing manager plays a

vital role. The rates are fixed in accordance with competitors price and cost of

production. The company changes different price in different states due to

change in sales tax rate

Through direct selling they market their products in other states. But in

some places like Coimbatore in Tamil Nadu Mysore and Mangalapuram in

Karnataka, Chittoor in Andra Pradesh, Sholapur in Maharashtra and Goa, they

sell their products through distributors.

From the regions daily sales report is sending to the head office. Daily

sales monitoring is done by the sales officer. It will help to know the position

of the sales of the company every day. It will also help to take correct decision

in correct time.

Ashique enterprises distributes the AEPL products in Kerala. It has 3

regions in Kerala North, Ernakulam and Trivandrum. They control 24 branches

in Kerala region. Each branch office has a vehicle they collect goods from the

branch office and distribute to the retailers. Targets are fixed for each salesman

it would be some quantity or area which must be covered by them. Each branch

office must keep 18 days stock in their store. Order is taken on weekly basis.

Proper checking must be important. The marketing channel is as follows;

63
 Marketing Channel (Region)

General Manager

Regional Regional Regional

Manager Manager Manager
North Ernakulam Trivandrum

Sales area
supervisors

Sales executives

Pricing strategies of the company is mainly depends up on the competitors

price and raw material cost. Information system includes

 Daily sales report

 Daily stock details

The sales people who are at the end do nowadays-manual billing. The

company is going to avail pamtop for each sales person it will reduce the time

for communication.

Marketing research is done by the company for many purposes such as

advertising effectiveness, brand awareness, customer’s wants and desires etc.

The information also get from dealers and retailers about the needs of

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customers etc. Advertisements are mainly done through Television, posters,

print add and danglers.

Sales promotion activities are also done by the company. It is in the way of

 schemes (gift, gold etc)

 Display schemes etc.

Records Maintained by Marketing Department

 Branch Account

 Sales Account

 Cash Account

 Stock Register

 Stock transfer register

The main competitors of the company are;

 Hindustan Uniliver

 Godrej

 ITC Limited.

 P&G Ltd.

 Dabour Herbals Ltd.

 Chackolas Herbals Ltd.

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6.8. SYSTEM DEPARTMENT

Management information system is very fast and communicative in now

days. This section comes under finance general manager. The system

administrator is windows 2003. There are 50 systems in 3 servers in the office

Ashique Enterprises.

They use a program enterprise resource project for working for next

access security there is a program used firewall. Internet connection is taken

through Reliance and Tata Indicom.

Virtual Private Network (VPN) is used for the working of whole group.

Files are sending to from branches through this network. Ms SQL server is

used as back end data storage. The main functions of this section is

 solutions

 Factory control

 Accounts module

 Inventory management

 HR module

 Consignment module

Thai group develop Thai Software for their working. Now they use this

software for office management.

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 7. SWOT ANALYSIS

SWOT analysis is a tool for auditing an organization and its

environment. It is the first stage of planning and helps marketers to focus on

key issues. SWOT stands for strengths, weaknesses, opportunities, and threats.

Strengths and weaknesses are internal factors. Opportunities and threats are

external factors SWOT analysis is based on the assumption that an effective

strategy derives from a sound fit between a firms internal resources (strength &

weakness) and its external situation (Opportunities & thread). A good fit

maximizes a firms strength and opportunities and minimize its weakness and

threads.

Ashique Exports (P) Ltd. have some strength, weakness, opportunities

and threats.

STRENGTH

 Optimum utilization of available technology and resources/

 Customer services

 Systematical and effective factory layout

 Rapid expansion of advanced production technology

 Effective safety management in production department

 Ensuring preventive maintenance

 Imported high-tech machine for production process

 Highly skilled and well dedicated workforce

 New Thai software for work

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WEAKNESS

 Sometimes existing manpower is not able to meet demand

 Company’s growth rate is comparatively low

 Reluctance in mass advertisement campaign

 High distance between factory and its marketing office

OPPORTUNITIES

 Global Opportunities

 Innovative products

 Promotion mixes

 High market potential

 Innovation in products

 Promoters plan to upgrade the production technology

THREATS

 Tough competition from MNCs

 Attitude of changing government

 Difficulties in overseas market

 Increasing price of raw material

 Lack of compensation from bank

 Globalization of technology advance, updated knowledge about

machinery new product

 Inflation

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 8. FINDINGS AND SUGGESTIONS

FINDINGS

 The company had a very good management system.

 The company has been utilizing full capacity of men, materials,

machines and money.

 The company provides good working condition for all workers

including lower to higher level of employees.

 Company provides infrastructure facilities to employees.

 The company is providing PF, Gratuity, Bonus, ESI, etc, many

incentives and benefits to employees.

 Technological improvement production with imported machines.

 Ensure the safety and security of employees.

 The company is running in 3 shifts it ensures optimum utilization of

manpower which in turn increases labour productivity.

 There is a good quality control system maintained in the company.

 The employer employee relationship is satisfactory.

 R&D department always seeks innovation.

 Each and every activity controlled and managed under a specific

department. It will help for smooth working

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SUGGESTIONS

 It is better to introduce innovative products to countenance

competitive soap market.

 Qualified and experienced persons in Kerala should be given priority

to the employment opportunities in Ashique Exports (P) Ltd.

 Transport facility should be increased.

 The company should try to export the products directly

 The company should increase advertisements to face competition.

 Improvement in quality.

 Infrastructural facilities for employees must be improved.

 Should conduct soft skill development program for employees.

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 CONCLUSION

Ashique exports (P)Ltd. is a strong member of Thai group. They

provide job opportunities to various kinds of people in Wayanad district which

is industrially backward. A soap manufacturing Industry face a tough

competition from MNCs. So the existence is only in consumer satisfaction with

quality product at reasonable price. Ashique Exports (P) Ltd is producing

soaps and trading to almost all over India. Ashique exports (P) Ltd. while

maintaining the high profile in the area of soap manufacturing industry has

made history over the past years with consistent excellent working conditions.

IT results in high productively capacity utilization and excellent working

condition and relations. The company has recorded high productivity and

profitability. As a result of efficient monitoring and quality control at every

stages of production, wastages and rejection are brought down.

Ashique Enterprises the administrative area is set up by fully automation

in office. They open the different strategies of marketing of administration.

And also help to know the financial position.

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 BIBLIOGRAPHY

www.thaigroupcos.com

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