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BRAND PROMOTION& PRODUCT PLACEMENT OF KARA SKINCARE WIPES IN LUCKNOWSummer Training Project Report Submitted in Partial Fulfillment of the Requirements for the Post Graduation Diploma in Management
At Jaipuria Institute of Management, Lucknow
ACKNOWLEDGEMENT I am glad to render gratitude to all the persons who had come under the way and inspired me for successful completion of the project work. I do sincerely thanks Mr. Divyankar Goel ,R.S.M, North Region for giving me an opportunity to undertake the project in his generous guidance throughout the project, which led to the successful completion of the project. I convey my regards to Mr. Surya A.S.M, Mr. Pradeep Mishra for their kind help during of my project work. At the outset I also express my hearty gratitude to my institute for their total support, which helped invaluably in shaping the form and content of this summer training project.
Date PLACE: LUCKNOW
EXECUTIVE SUMMARYI am Abhishek Prabhakar I did my Summer Training with Aditya Birla Grasim (http://www.birlacellulose.com) from 26th April 2011 to 15th June 2011. I was assigned the task of BRAND PROMOTION & PRODUCT PLACEMENT OF KARA SKINCARE WIPES IN LUCKNOW.
Problem faced by KARA:It was very difficult to position the product due to new concept of product for Lucknow. Especially women are too loyal of exiting brand and KARAs brand equity is very less. Low level of Brand Awareness due to lack of advertisement made difficult to position the product in the market. Price factor also raises concern for the retailers due to lesser margin compare to competitors. Due to availability of cheap wipes in the market customer dont attract towards KARA wet wipe.
Key Result Area came out after the marketing activities are as follows:Due to sampling and free demo, now people have no doubts related to quality. Demand of the product is increased. Advertisement not only attracts normal people only but they also attract retailers and also helped to develop brand image in the market. Ram Bank Chowk, Aasiyaana Chowk, Power House Chawraha, Vivek Khand, Patarkaar Puram, & Kapoortala aliganj markets have very potential. Ram Bank Chowk, Aasiyaana Chowk & power House Chawraha have very few stores covers large market. At Ram Bank Chowk, only 3-4 retail stores cover the large market. Nakhad near Akabari Gate, Chowk, Kota Bazaar, Aalambagh, Aalambagh Chauraha, Aalambagh Chandan Gate & Aalambagh Parag Dairy has not too much potential. Aasiyaana Chowk has only two cosmetic stores have been covering mass market. At Vivek Khand, there two cosmetic stores like Vaivabh Deppartment & Niharika stores have very good potential in the market. Patarkaar Puram has very high potential market and cover mass market of gomti nagar. Kapoortala has also six- seven cosmetic stores cover very large market. Nakhad near Akabari Gate, Chowk, Kota Bazaar, Aalambagh, Aalambagh Chauraha, Aalambagh Chandan Gate & Aalambagh Parag Dairy has not too much potential. Segmentations of these areas belong to lower middle class customers who are looking cosmetic at the cheapest price, So there is no demand of Kara in these market and therefore, it was very difficult to convince the retailers. The important thing came out from these area is that if Kara is supplied to cosmetic stores which are consecutive creates a sense of competition among them because people belong to this area has bargaining power and finally continuously less margin would discourage in future to keep the product.
Suggestions:Company should start the TV commercial at the beginning of summer season. So that product should create awareness at right time and push the sale.At low budget company can place KARA dangles in concerned retailers. Company can organize event on mothers day and womens day which is on 8th march to create the awareness to promote the sale of KARA. Company should increase one more distributor and divide the areas between them so as to cover whole Lucknow. Company should get into strategic alliance with reputated transporters to speed up the delivery of product. Company should increase the margin of retailers to compete with its competitors or brand promotion activities should be done to increase the sale. Opportunity came out for KARA in different sectors like hotels, restaurants, beauty parlor, gyms, travel agency
Reporting: I reported to Area Sales Manager who acted as the delivery head for thisparticular project.
Team Constitution: The core team was made up of four members in trademanagement area covering Lucknow. The two management trainee, one Sales Officer and Area Sales Manager were involved in Trade Management.
I applied my learning at JIML: During the project my learning in classroom (case studies, free wheeling discussions) proved to be very useful. At times I referred to my marketing book for brand promotion & distribution channel of KARA. Basically all the marketing communication tools for brand promotion and different distribution channel for placing the KARA to retailers are applied in the field came from my marketing knowledge. This comparison pushed me to revisit the plans/ strategy thought out by me. This was of immense help in improving the quality of my inputs. Learning during ST: I learnt a lot during the project. Firstly it provided me muchneeded corporate exposure like working with team, business communication, prioritizing work. Secondly I bush up my sales & marketing skills Though continuously given inputs on soft skills and business communication during summer internship program; but there is no better place to hone these skills than the workplace.
Preparation/Achievements/Recognition: I began preparing my inputs for theproject even before I joined, that helped a lot. The report I took along was appreciated a lot and created the back bone of the team's future work. During an informal discussion with the member of creative team, I came up with new business line of business for the product, it has boosted the sale more than three times.
TABLE OF CONTENTS Acknowledgement....2 Executive Summary.3-4 Table of contents..5
Chapter 1: Introduction & objective of study..6-19 Chapter 2: Problem faced by product...20-21 Chapter 3: research Methodology....22-23 Chapter 4: Job Profile & its Output..24-28 Chapter 5: Porters five forces..29-31 Chapter 6: SWOT Analysis.32-36 Chapter 7: Brand Analysis.....37-38 Chapter 8: Marketing communication mix of KARA.39-48 Chapter 9:Finidings from marketing activities...49-54 Chapter 10:Suggestion55-57 Chapter 11 : Biblography..58
CHAPTER 1 INTRODUCTION AND OBJECTIVE OF STUDY
COMPANYS PROFILE ADITYA BIRLA GROUPVision:To be a premium global conglomerate with a clear focus on each business.
Mission:To deliver superior value to our customers, shareholders, employees and society at large.
Values:Integrity Commitment Passion Seamlessness Speed
A US$ 30 billion corporation, the Aditya Birla Group is in the League of Fortune 500. It is anchored by an extraordinary force of 130,000 employees, belonging to 30 different nationalities. In the year 2009, the Group was ranked among the top six great places for leaders in the Asia Pacific region, in a study conducted by Hewitt Associates, RBL Group and Fortune magazine. In India, the Group has been adjudged the best employer in India and among the top 20 in Asia by the Hewitt-Economic Times and Wall Street Journal Study 2007. Over 60 per cent of the Group's revenues flow from its overseas operations. The Group operates in 25 countries - India, UK, Germany, Hungary, Brazil, Italy, France, Luxembourg, Switzerland, Australia, USA, Canada, Egypt, China, Thailand, Laos, Indonesia, Philippines, Dubai, Singapore, Myanmar, Bangladesh, Vietnam, Malaysia and Korea. Globally the Aditya Birla Group is: :: A metals powerhouse, among the world's most cost-efficient aluminium and copper producers. Hindalco-Novelis is the largest aluminium rolling company. It is one of the three biggest producers of primary aluminium in Asia, with the largest single location copper smelter :: No.1 in viscose staple fiber :: The fourth largest producer of insulators :: The fourth largest producer of carbon black :: The tenth largest cement producer globally, and the largest in India :: Among the best energy efficient fertilizer plants In India: :: Largest premium branded apparel company :: The second largest producer of viscose filament yarn :: The second largest in the chlor-alkali sector :: Among the top five cellular operators :: Among top 10 Indian BPO companies by revenue size :: Among the top five asset management and private sector life insurance companies :: Among the top three supermarket chains in the retail business
Rock solid in fundamentals, the Aditya Birla Group nurtures a culture where success does not come in the way of the need to keep learning a fresh, to keep experimenting.
Beyond businessTranscending business for over 50 years now, the Group has been and continues to be involved in meaningful welfare driven initiatives that distinctly impact the quality of life of the weaker sections of society in India, South-East Asia and Egypt. In India, the Group's social projects span 2,500 villages. It reaches out to six million people annually through the Aditya Birla Centre for Community Initiatives and Rural Development, spearheaded by Mrs. Rajashree Birla. Its focus is healthcare, education, sustainable livelihood, infrastructure and espousing social causes. The Group runs 42 schools, which provide quality education to over 45,000 children in India's interiors. Of these 18,000 children receive free education. An additional 8,000 students receive merit schola