Summer Internship Report

CONSUMER BEHAVIOUR ANALYSIS OF KARA SKINCARE WIPES AND

HANDY HAND SANITIZER WIPES IN CHANDIGARH

Submitted by: Upmasheesh Rajput MBA Class 2010-2012

In Partial Fulfillment of Award of Master of Business Administration

RAYAT-BHARA INSTITUTE OF MANAGEMENT MOHALI

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Declaration

I, Upmasheesh Rajput student of Masters of Business Administration from Rayat Bahara Institute of Management, kharar, Mohali Campus hereby declare that I have completed Summer Internship on ‘Consumer behavior analysis of Kara skincare wipes and Handy hand sanitizer wipes in Chandigarh .’ as part of the course requirement .

I further declare that the information presented in this project is true and original to the best of my knowledge.

Date: 30-07-2011 Upmasheesh RajputPlace: Chandigarh MBA Class 2010-2012

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Acknowledgement

I take this opportunity with much pleasure to thank all the people who have guided me throughout the course of my journey toward completion of this study, and without whose guidance and support, this project would not have been completed successfully.

This project has been a great learning experience for me and I would like to express my sincere gratitude to my industry guide Mr Inderpreet Sodhi, Area Sales Manager, Punjab & Chandigarh, Grasim Industries & Birla Cellulose, for his continuous guidance and assistance throughout the training.

I would also like to thank the entire staff of BIG BAZAR,ZIRAKPUR for giving me the knowledge of modern trade and entire CFA team of Garsim Industries & Birla Cellulose (Chandigarh), for the constant support and help in the successful completion of my project.

Special thanks go to my Faculty and my Family and all my Friends for immense support and cooperation and invaluable encouragement for the successful completion of this project.

Upmasheesh Rajput

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Contents

Chapter no. Subject Page no. 1# Executive Summary……………………………………………………5

2# Industry Profile: ………………………………………………………72.1 Introduction of Aditya Birla Group…………………………….82.2 Introduction of Birla Cellulose ………………………………...102.3 Introduction of Grasim Industries Ltd …………………………14

3# Brand Analysis: ……………………………………………….18 3.1 KARA …………………………………………………………..19 3.2 HANDY…………………………………………………………234# Research Methodology: ………………………………………………..27

4.1 Primary Objective ……………………………………………….28

4.2 Research Design…………………………………………………28 4.3 Sample Design…………………………………………………...29

4.4 Scope of Study………………………………………………….29 4.5 Lmitation…………………………………………………….....30

5# Indian Skincare wipes market ………………………………………....316# Data collection………………………………………………………….357# Finding and Analysis……………………………………………………378# Recommendations………………………………………………………609# Sales Report…………………………………………………………….6310# Bibliography……………………………………………………………6511# Annexure……………………………………………………………….67-70

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CHAPTER 1

EXECUTIVE SUMMARY

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Executive Summary:

A project means a task assigned by the company. My project topic is “ Consumer behavior analysis of Kara skincare wipes and Handy hand sanitizer wipes in Chandigarh” in GRASIM INDUSTRIES & BIRLA CELLULOSE, Aditya Birla Group.

Consumer behavior is discovering what people want, need, believe or react. The objective of my research was to identify the behavior of different consumers regarding KARA and HANDY in Chandigarh region. Company gave me main 3 objective:

Understand the perception & behavior of consumer Make awareness of KARA and HANDY in consumers Impact of advertisement on awareness

So that the market of KARA skincare wipes and HANDY hand sanitizer wipes must expand, and position of these products in the market will become strong. Also was assigned to work on ways to highlight the product in the corporate front and give recommendations for the same.

“Consumer behavior is the behavior of the consumer towards the various products, brands,

stimuli and etc through its learning, perception, motivation and etc”.

In other words we can say that, it is a mental and emotional process along with the physical activities of the people who purchase and consume goods and services to satisfy their needs.

This report is the premier source of market intelligence for the competition in the skin care wipes

segment and also includes:

Comprehensive analysis of the skin care wipes market

The reason behind the current status of the market situation and consumers thinking and their

needs, and various factors influencing consumer behavior.

Ways to challenge the market leader and cut the competition.

By personally interviewing the customers in Chandigarh and in Zirakpur region, I got the whole of relevant data according to the need of my project. My research is based on Primary Data which was collected by questionnaire method. So, in my training period of 8 weeks, I had

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prepared the questionnaire for the 100 consumers focusing on male and female consumers and mainly on middle class and high class consumers.

CHAPTER 2

INDUSTRY PROFILE

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Company Profile:

The Aditya Birla Group is India’s first multinational corporation based in Mumbai . A US$ 35 billion corporation, the Aditya Birla Group is in the League of Fortune 500. It is anchored by an extraordinary force of 133,000 employees, belonging to 42 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 33 countries – Australia, Austria, Bahrain, Bangladesh, Brazil, Canada, China, Egypt, France, Germany, Hungary, India, Indonesia, Italy, Japan, Korea, Laos, Luxembourg, Malaysia, Myanmar, Philippines, Poland, Singapore, Spain, Sri Lanka, Sweden, Switzerland, Tanzania, Thailand, UAE, UK, USA and Vietnam.

The origins of Aditya Birla Group can be traced back to the 19th century when Seth Shiv Narayan Birla started trading in cotton in the town of Pilani, Rajasthan. In the early part of the 20th century, Group's founding father, Ghanshyamdas Birla, expanded the group and set up industries in critical sectors such as textiles and fibre, aluminium, cement and chemicals. In 1969, Aditya Birla, the Chairman of the Group, put the group on the global map. He set up 19 companies outside India, in Thailand, Malaysia, Indonesia, the Philippines and Egypt. Under Aditya Birla's leadership, the group attained new heights and it became world's largest producer of viscose staple fibre, the largest refiner of palm oil, the third largest producer of insulators and the sixth largest producer of carbon black. After Aditya Birla's demise his son Kumar Mangalam Birla took over the charge of the group and under his leadership the group has sustained the numero uno position in the sectors in which it operates.

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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 biggest producer of primary aluminium in Asia, with the largest single location copper smelter.

The largest producer of Viscose Staple Fibre. The fourth-largest producer of Insulators . The No.1 producer of Carbon Black. The fifth-largest producer of Acrylic fibre. The seventh-largest Cement producer. Among the best energy-efficient Fertilizers plants.

In India:

Largest cement player in India. The top fashion (Branded apparel) and lifestyle player. The second-largest producer of Viscose Filament Yarn. The largest producer in the chlor-alkali sector. Among the top three Mobile Telecom players. Among top 10 BPO companies. A leading player in Life Insurance and asset management. Among the top two supermarket chains in India.

Beyond Businesses:

Transcending 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.

Working in 3,700 villages It reaches out to seven million people annually through the Aditya Birla Center for

Community Initiatives and Rural Development, 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, over 18,000 children receive free education. An additional 8,500 students receive merit scholarships.

There are 18 hospitals in India, 500,000 patients are given extremely subsidised medical care.

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The Group has set up the FICCI – Aditya Birla CSR Centre for Excellence, in Delhi.

Birla cellulose:

Birla Cellulose is the Aditya Birla Group's umbrella brand for its range of cellulosic fibres. It comprises versatile sub-brands; Birla Viscose, Birla Viscose Plus, Birla Modal, and Birla Excel. These brands offer a wide range of functional benefits such as soft feel, high moisture absorbency, bio degradability and comfort to the wearer. These fibers have multiple applications including apparel, home textiles, dress material, knitwear, nonwoven etc.

Fibre is one of the oldest businesses of the Aditya Birla Group that commenced in 1954. Birla Cellulose is a world leader in viscose staple fibre (VSF). Its production is spread across six countries, viz. Canada, Thailand, India, Indonesia, China and Laos. The Group independently fulfills India's entire VSF requirements. With a strong focus on Research and Development (R&D), the Group's R&D initiatives span the entire value chain.

Grasim Forest Research Institute — pulp to plantation research

Birla Research Institute for Applied Sciences — pulp to fibre research

Textile Research & Application Development Centre (TRADC) — value chain from fiber to garments / made

"Nature is the genesis of all that surrounds us; therefore, what other than nature could be the origin of Birla Cellulose." Nature is the source of Birla Cellulose and herein lays the inspiration of their logo. 'Fibres from Nature' is the theme and the message: Leaves fall and grow all over again; they are a renewable resource of nature. Birla Cellulose is much like these leaves and is made from the same trees. The floating leaves symbolize the key characteristics of Birla Cellulose which are "comfort and lightness‖. The vibrant green indicates that Birla Cellulose can take on vibrant colors. The circle signifies the cycle of nature and sustainability.

Nature remains the underlying theme for all the brands:

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Viscose is symbolized by the fresh green of summer

Modal is symbolized by the burnt orange of autumn

Excel is symbolized by the deep pink of spring Puracel is symbolized by the aqua colour of rainy season.

Birla Cellulose is:

Natural - Soothing, comforting and elevating, Birla cellulose exhibits all qualities of its source

-nature.

Stylish - The drape and fall of Birla Cellulose with its natural inheritance is a fashion statement.

Timeless - Just like nature, Birla Cellulose, is timeless and shall always remain in vogue. A fashion catalyst - A hint of Birla Cellulose in your wardrobe brings in the glamour that

differentiates between mundane and fashionable Versatile - Birla Cellulose combines the best properties of all fibres. It is extremely

blendable hence enhancing the realms of possibilities in clothing.

The characteristics:

Viscose is a 100 per cent natural fiber sourced from wood pulp, a natural and renewable resource. Over the years it is being widely recognized as a 'Fibre of choice' by fabric producers.

Birla Cellulose - Fibres from Nature : Contributing to a green world

Preserving our environment has always been the inspiration behind Birla Cellulose. It has successfully achieved this goal through the following initiatives:

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Nurturing and building the green cover

Over a million plantlets are being produced from identified superior clones for development of clonal orchards and plantations.

Land conservation

Efforts are on to encourage tree-farming practice on marginal, sub - marginal and fallow lands to the best advantage of the country. The yield of Viscose is seven times that of cotton for the same land area. Thus significantly contributing to conservation of land, and reaping maximum results from this limited resource.

Water conservation

Birla Cellulose Viscose is highly environment friendly. Every kilogram of viscose produced saves 200 buckets of water when compared to cotton. Thus it preserves one of the most valuable natural resources.

Zinc free product

Results in, manifold benefits through the value chain due to the unique cross section.

Process friendliness

The process being followed for production is environment friendly and green due to the following advantages:

Non toxic effluent as a result of replacement of zinc by alum Less solid waste generation due to reduced lime consumption

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Reduced risk of fouling biological microorganism in reactor

SpunShades

This variant is environment friendly and results in conservation of water throughout the value chain. It is Okeo Tex certified, i.e. it meets the ecological requirements set for baby articles.

Birla Cellulose - The Fibre of Choice benefits

Heavy metal free Viscose Plus:

Cross section differentiation

Zinc Zinc free

Despite its known toxicity, zinc has remained an indispensable input to VSF

Birla Cellulose is the only heavy metal / zinc free viscose with the following green properties:

Reduced effluent load Improved fibre properties Reduced production cost Technological adaptability

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Birla Cellulose : The perfect blend

Birla Cellulose fibres are the perfect blend with all types of fibres. The benefits of using Birla Cellulose as a blend are as below:

Birla Cellulose blends Benefits of blending with Birla Cellulose

Birla Cellulose-cotton Makes cotton soft and supple

Improves fabric uniformity

Imparts sheen and colour brilliance

Birla Cellulose-wool Improves wear properties

Imparts softness

Enhances skin friendliness

Adds shine and luster

Birla Cellulose-silk Maintains sheen of silk

Improves comfort

Economical and fashionable

Birla Cellulose-synthetics Improves comfort, breathability, lustre and skin friendliness

Birla Cellulose-elastane Offers excellent sheen, comfort and stretch

Grasim Industries Limited:

Grasim was incorporated on 25 August 1947, exactly 10 days after India achieved independence Grasim is the largest exporter of Viscose Rayon Fiber in the country, with exports to over 50 countries. This, along with Aditya Birla Nuvo can be considered as the flagship companies of the AV Birla Group. Grasim is headquartered in Nagda.

Grasim Industries Limited, a flagship company of the Aditya Birla Group, ranks among India's largest private sector companies, with consolidated net revenue of Rs.202 billion and a consolidated net profit (before extraordinary items) of Rs.27.6 billion (FY2010).

Starting as a textiles manufacturer in 1948, today Grasim's businesses comprise viscose staple fibre (VSF), cement, chemicals and textiles. Its core businesses are VSF and cement, which

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contribute to over 90 per cent of its revenues and operating profits.

The Aditya Birla Group is the world’s largest producer of VSF, commanding a 21 per cent global market share. Grasim, with an aggregate capacity of 333,975 tpa has a global market share of 10 per cent. It is also the second largest producer of caustic soda (which is used in the production of VSF) in India.

In cement, Grasim through its subsidiary UltraTech Cement Limited ("UltraTech") has a capacity of 52 million tpa and is a leading player in India. In July 2004, Grasim acquired a majority stake and management control in UltraTech. One of the largest of its kind in the cement sector, this acquisition catapulted the Aditya Birla Group to the top of the league in India.

The amalgamation of Samruddhi Cement Limited (SCL) with UltraTech w.e.f. 1 July 2010 completed the restructuring of the cement business. Earlier, Grasim's cement business was demerged into SCL.The merger has created the largest cement company in India, providing a platform that will help in pursuing aggressive growth going forward. 

Global footsteps

Indo-Thai Synthetics Company Ltd was incorporated in 1969 in Thailand, started operations in 1970, this was Aditya Birla Group’s first foray into international venture. Aditya Birla Group incorporated P.T. Elegant Textiles in 1973 in Indonesia. Thai Rayon incorporated in 1974, this was the second company in Thailand, operating in Viscose Rayon Staple Fiber. Century Textiles Co. Ltd. is taken over by Aditya Birla Group in 1974; this company is a weaving and dyeing plant manufacturing and exporting variety of synthetic fabrics. PT Sunrise Bumi Textiles incorporated in 1979, it produces yarn exported over 30 countries in 6 continents. P.T Indo Bharat Rayon incorporated in 1980 produces Viscose Staple Fiber in Indonesia to become a dominant player in the domestic market as well as export markets. Thai Polyphosphates and Chemicals was started in 1984 in Thailand to produce Sodium Phosphates, presently merged with Thai Epoxy and Allied Products Company Limited (1992), Thai Sulphites and Chemicals Company Limited (1995) to form Aditya Birla Chemicals Ltd. This company supplies to sectors such as food, textiles, electrical and electronics, composites, leather, plastics and automobiles. PT Indo Liberty Textiles was incorporated in 1995 to manufacture synthetic spun yarn.

Focus of Growth Post MFA

In late 1990’s and later, the focus was the textile business because of the end of Multi-Fiber Arrangement (MFA) which opened a host of opportunities to Indian exporters. In this period, Aditya Birla Group took a three route strategy for growth.

Rapidly enhance existing capacities Acquire and Build Garment brands for local and international markets

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Jayashree textiles was acquired by Aditya Birla Nuvo (formerly Indian Rayon), is a leading producer and exporter of yarns and fabrics to 50 countries with a turnover of $413 million. It acquired Madura Garments in 2000 to enter the branded garments business. Has brands such as Louis Philippe, Van Heusen, Peter England, Allen Solly, SF Jeans among others and also a global supplier to global buyers such has Marks & Spencer’s, Polo etc.

Vertical integration to get cost advantage

AV Cell Inc., a joint venture between Aditya Birla Group and Tembec, Canada, established operations in 1998 to produce softwood and hardwood pulp for the purpose of internal consumption among different units of the Group.

Together, Aditya Birla Group and Tembec, Canada have acquired AV Nackawic Inc., which produces dissolving pulp, as a further step to integrate. Grasim industries Ltd. is a leading player in the Viscose Staple Fiber (VSP). The Aditya Birla Group's VSF manufacturing plants straddle Thailand, Indonesia, India and China. At each of these locations, further capacity expansions are under way — in Thailand by 31 ktpa; in Indonesia by 37 ktpa; in India by 64 ktpa and in China by 30 ktpa. These brownfield expansions, slated to be completed by the second quarter of 2008, will further notch up the Group's VSF production from 566 ktpa to 727 ktpa and entail an investment close to US$ 260 million.

Grasim wants to follow a strategy of backward integration, right from plantation stage to the final VSF stage. The Group's VSF business operates through its three companies — Grasim Industries in India, Thai Rayon Corporation in Thailand and Indo Bharat Rayon in Indonesia, which also oversees its Chinese operations at Birla Jingwei Fibres, China.

Joint ventures

Thai Rayon Promoted in 1974 by the Aditya Birla Group, Thai Rayon is the sole manufacturer of Viscose Rayon Staple Fibre (VSF) in Thailand. More than 50 per cent of Thai Rayon's VSF throughput is directly exported to more than 20 countries worldwide. The VSF meets the stringent quality expectations of customers in USA, Mexico, Europe, Turkey, Canada, Israel, Australia, South Korea, Philippines, Indonesia, Pakistan, Bangladesh and Sri Lanka.

PT Indo Bharat Rayon Marketed under the brand name of 'Birla Cellulose', the company produces a wide range of VSF in engineered specifications for textiles and non-woven applications. The company's strong focus on environmental protection is reflected through its investments in a sophisticated state-of-the-art waste-water treatment plant and scientific waste disposal systems.

Sources of competitive advantage

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Cost Grasim is the lowest cost producer of VSF in the world. It is the most integrated fibre producer with the chain stretching right from Forest to Pulp to Fibre to Yarn. All most all the intermediate inputs are captive. Besides, their in-house engineering division enables us to grow in a most cost effective way.

Technology On technology front, they produce all the three generations of man made cellulosic fibres from an in-house developed capability through research and development. Their research and development efforts are not limited to fibre stage alone but extend to entire textile value chain. While the plantation and related activity is carried out at Grasim Research Institute (GFRI, Harihar, India), the Product innovations are carried out at Birla Research Institute (BRI, Nagda, India). For value chain related activities, a state of art “Textiles Research & Application Development Centre” has been established at Kharach, Gujarat-India to entire textile value chain from yarn to fabric to garments.

Markets On marketing front, their reach extends to the entire globe, through marketing offices. On a global level, their major strength is in spun-dyed fibres and now other specialities such as Non-woven, Modal and Excel have started penetrating in global markets. Their brand “Birla Cellulose” is firmly entrenched in the market. Their value added marketing services comprising of technical, logistical, financial, marketing and informational support have enabled us to emerge as the most preferred supplier of VSF in world.Our offerings whether from India, Thailand, Indonesia or China are all marketed under the mother brand “Birla Cellulose” and sub brands Birla Viscose, Birla Modal & Birla Excel. An umbrella brand has enabled us to create a common identity for our product across the globe irrespective of its production origin and creating of awareness and consumer pull.u have to come in kiet.

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CHAPTER – 3

BRAND ANALYSIS

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KARA Skincare Wipes:

Grasim Industries has started its Consumer Product Division with various FMCG products which

includes personal care & home care dry & wet wipes products. The main product of our concern

for the research is Kara Skincare wipes

Kara Skincare wipes is a new product to hit the Indian market. The brand is now running heavy

print campaigns announcing the launch. Kara Skincare wipes can be called as “India's first

branded skincare wipe product”. Skincare wipes are popular in the west but in India the category

is a new one. Although Indian consumers are familiar with the products which are imported, its

the first time that an Indian company has entered in this segment.

It is not easy to look beautiful all the time. And it gets even harder when you are out of home with pollution, dust and heat. Introducing for the first time in India, Kara a complete range of skincare wipes. In India, the market for wet wipes was gradually picking up with changing lifestyles and the

fast pace of life among the young and upwardly mobile population with higher disposable

income.

''Kara skincare wipes fill up the lacuna in this segment as there is lack of availability of quality products at appropriate price in the Indian market.''

”Kara means care” . The brand also marks Aditya Birla Group's foray into the Indian FMCG

market.

According to reports, Wipes market is worth around Rs 30 crore ( source : Ginni filaments

website).

Kara Skincare wipes is positioned as an essential skincare accessory. The brand is being

launched in five variants –

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Refreshing

Deep Pore Cleansing

Toning

Moisturizing

Sunscreen Wipes

Makeup Removal Wipes

Variants of the Product:

REFRESHING FACIAL WIPES: Kara Refreshing wipe is enriched with Aloe Vera for skin nourishment and Mint Oil for effective freshening. It ensures effective cleansing to remove dirt, excess oil and grime from the face and neck and also leaves a lingering fragrance.

DEEP PORE CLEANSING WIPES:

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Kara Deep Pore Cleansing is a gentle, effective way to clean your skin of dirt, grime and excess oil. Enriched with Jojoba and Avocado extracts, it unclogs pores, detoxifies and thoroughly exfoliates dead skin cells.

MOISTURIZING WIPES: Kara Moisturizing wipes is enriched with the goodness of Almond and Honey for beautiful radiant and glowing skin. It is also fortified with vitamins for skin conditioning and is suitable for use right throughout the year.

TONING WIPES: Kara Toning wipes is enriched with Rose and Thyme extracts that tighten the skin and maintain the normal pH balance. SUNSCREEN WIPES: Kara Sunscreen wipes has a formulation of SPF 20* which protects the skin from the adverse effects of UVA and UVB sunrays. It is enriched with antioxidants like Plum extract & Vitamin E that nourish the skin and Aloe Vera extract that keeps the skin moisturized. MAKEUP REMOVAL WIPES :

Kara Makeup removal wipes is an effective way to remove all makeup from the face. It is enriched with lavender extract which cleanses and gives a relaxing effect to the skin while seaweed extract revitalizes and nourishes the skin.

The brand aims to create a new category of wipes in India. Hence the challenge is to educate the

TG about the usefulness of this product. This task is cut out for Kara since the TG is already

exposed to such products. The only task is to inculcate the habit of buying and using the wipes.

The product is relevant in the Indian market for two reasons.

One is the climate which necessitates such a product and

Second is the growing number of professionals

The brand has the tagline " At your best. Always " which clearly communicates the core brand

positioning. The brand is being promoted as the anytime solution to look good.

The brand should target all professionals (male or female) who often need to meet alot of

people and have to work in outdoors.

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The wipe is made of 100% Viscose Staple Fibre - VSF. VSF is purer, softer and more absorptive

than Cotton. It is 100% Natural and 100% Biodegradable. The material is non-woven fabric

which absorbs sweat, extra oils from the skin without scrubbing it. It doesn’t wither when rubbed

hard and doesn’t leave lint on facial skin or stubble. Most other wet wipes in the market today

are made from Polyester-Viscose blended non-woven fabric or paper. Polyester is not skin-

friendly and its repeated use on the skin is not advisable. Paper tissues tear off when rubbed over

skin and leave lint on face in a way that can often embarrass the user.

The variants in question are not simply ‘different flavours’ of refreshing wipes. A careful

assessment of key ingredient will reveal that they contain application specific key ingredients.  A

smooth blend of specific active ingredients with a precise functionality and coupled with natural

extracts that further aid the application, results in a distinctly superior product experience.

Measured quantity of formulation loaded into the substrate results in optimum efficacy for the

user and prevents wastage.

Characteristics of KARA:

Convenient

Hassle free application of lotion without using cotton balls

Portable

Optimised efficacy

100% Natural and Biodegradable

Hygienic

Alcohol free

Dermatologically safe

Assurance of the Aditya Birla Group

Manufacturing Facility of KARA

Kara wipes are manufactured at the company’s plant at Kharach, Gujarat. The plant layout is

approved by FDA and manufacturing activity takes place under stringent conditions that ensure

user safety and hygiene.

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HANDYS Hand Sanitizer Wipes:

Handys is a product of Birla Cellulose, an Aditya Birla Group Company – India’s first truly multinational conglomerate with a turnover of US$28billion. Birla Cellulose is the Aditya Birla Group's umbrella brand for its range of cellulosic fibres. It comprises versatile sub-brands: Birla Viscose, Birla Viscose Plus, Birla Modal, and Birla Excel. These brands offer a wide range of functional benefits such as soft feel, high moisture absorbency, bio degradability and comfort to the wearer. Birla Cellulose is the key fibre supplier to the apparel, home furnishing and technical textiles markets globally. It is an important ingredient in disposable hygiene products (wipes, diapers, sanitary applications etc.) and other medical products.

Hand sanitizers are able to kill bacteria, fungi and viruses that could potentially spread disease. They are a great alternative to soap and water and are recommended for use when the hands are not ‘visibly’ dirty. To further prevent the spread of these unwanted germs, touch-free hand sanitizers are quickly becoming the de facto standard amongst maintenance departments. It doesn’t matter whether you’re seeking hand sanitizers for commercial or residential use; we have them both here at Parish Supply. Great deals on wall-mounted hand sanitizers, wipes or personal size bottles from trusted brands like Purell. Hand sanitizers available in gel & foam, dispensers for Touch-Free and Hand sanitizer stations for stationary & portable use.

Characteristics of HANDYS:

Convenient Hygienic Effective Environment Friendly Assurance Unique

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Convenient:

Handys gives multiple benefits: • the towels refresh• clean and moisturize at the same time • and also have a pleasant fragrance. As the product’s tag line says “ Freshness at your fingertips”

Hygienic:

• Since the wipes are disposable, it is the best way to "get rid of germs". Also this minimises chances of infection that may arise from use of the same towels. The formulation is skin friendly and dermatologically safe

Effective:

Provides effective cleansing and protection. The Hand Sanitising Towels kill harmful germs while removing dirt, stain and odour and its moisturisers leave hands soft. The Refreshing Deodorising Towels effectively clean the face and neck, removing dirt, grime and excess oil, leaving you with a moisturised cool feeling and lingering fragrance

Environment friendly:

Each towel is made of Viscose and Excel, is 100 per cent natural and biodegradable. This ensures environment friendly disposal.

Assurance:

HANDYS is a product brought to you by the Aditya Birla Group, a USD 24 billion corporation. It means the Wet Towel comes to you from the world leader in cellulosic fibres, guaranteeing you top quality products and services.

Unique:

For the first time ever in India, a distinctive and complete solution of hygienic freshness, at the touch of a button — just the way we like — hot or cold.

Raw Material Used for HANDYS:

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HANDYS is made of 100% Viscose. Viscose is Purer & Softer and more absorptive than Cotton.

VSF is 100% Natural and 100% Biodegradable. The material is non-woven fabric which absorbs

sweat, extra oils from the skin without scrubbing it. It doesn’t wither when rubbed hard and

doesn’t leave lint on skin or stubble. Most other wet wipes in the market today are made from

Polyester-Viscose blended non-woven fabric or paper. Polyester is not skin-friendly and its

repeated use on the skin is not advisable. Paper tissues tear off when rubbed over skin and leave

lint on face in a way that can often embarrass the user.

Viscose staple fiber:

Grasim is India's pioneer in Viscose Staple Fibre (VSF), a man-made, biodegradable fibre with

characteristics akin to cotton. As an extremely versatile and easily blendable fibre, VSF is widely

used in apparels, home textiles, dress material, knitted wear and non-woven applications.

Grasim's VSF plants are located at Nagda in Madhya Pradesh, Kharach in Gujarat and Harihar in

Karnataka, with an aggregate capacity of 333,975 tpa.

Uses of HANDYS:

Office Use Handys Wet Towel Dispenser in the restrooms, reception, common areas,

cafeteria, etc. 

Restaurants Use Handys Wet Towel Dispenser in the restrooms, banquet halls, etc.

Medical and health centres Handys Wet Towels are hygienic and are a welcome

addition to health centres, medical and dental clinics.

Other business locations Handys Wet Towel Dispenser can be used in shopping malls,

hair salons, educational institutions, health clubs, gyms, sport centres, spas, etc

Variants of HANDYS:

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1. Refreshing Deodorising Towels: Cleans the face and neck Effective cleansing of dirt and grime Moisturises skin and leaves a cooling and refreshed effect Leaves a lingering fragrance

2. Hand Sanitising Towels: Cleans hands by removing dirt, stains and invisible germs Effective germ-free protection Moisturises skin and makes it supple and

smooth Leaves a soothing fragrance

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CHAPTER 4

RESEARCH METHODOLOGY

OBJECTIVE OF THE STUDY:

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The objective of my research was to identify the behavior and perception of different consumers regarding KARA and HANDY in Chandigarh and Zirakpur region and to make awareness regarding the products of birla cellulose and to judge the impact of advertisement on the awareness of consumers that they develop a habit to use the product like KARA and HANDYS. And find the ways to increase the sales of these products and how KARA is substitute of cosmetics and to make KARA wipes as habit in Indian Market.

Research Design:

Research methodology is the arrangement of condition for collection and analysis of data in a manner that aims to combine the relevance to the research purpose with economy in procedure. Research is conceptual structure within which research is conducted. It is way to systematically study and solve the research problems.

The research can be viewed from the following parameters:

a) The research is exploratory in nature. Explorative studies valuable means of finding out ‘what is happening’ to seek new insights to ask questions and to access phenomenon in a new light’. It also involves formulation of hypothesis.The study involves finding out present data of demand for skincare wipes and hand sanitizing wipes and prospective consumers of the wipes.

b) The research is also descriptive in nature. Descriptive study is an extension of exploratory study. Research was done to find out consumers adaptability of Kara skincare wipes and Handys hand sanitizing wipes, so that we can make strategies to establish our products in the market in a better way, providing more awareness and place the product properly as well as promote the brand and emerge as a competition in the market by increasing the sales.Descriptive research is conducted for the following reasons:

1. To describe the characteristics of relevant groups, such as consumer, organizations, or

market areas.

2. To estimate the percentage of units in a specified population exhibiting a certain

behavior.

3. To determine the perception about the products characteristics.

4. To determine the degree to which marketing variables are associated.

5. To make specific predictions.

28

Sample Size:

The data was collected through filling up the questionnaires, getting data from customers specially from youngsters and professionals and thorough market survey and market research study. The sample size for the study taken is 100 in Chandigarh and Zirakpur region.

Scope of study:

The main conduct this marketing research or this study is to find out the behavior or perception of the consumers towards the new concept of the skincare wipes, whether they adopt KARA and HANDYS as their habit or not, or still they are not aware about the product or still believes in the traditional method of using the formulized based products. And even to study how much awareness of this product is there in the market and the brand image of it.

The second main aim is to find out the ways to achieve the sales target of Rs. 40,000 monthly at BIGBAZAR in Zirakpur, which was not achieving upto May 2011.

The data collected gives the clear picture of the product in the markets of Chandigarh, under study in this research, and gives the company an indication about whether it is feasible to move on with the persisting movements and marketing strategies, and if no, then how to go about it and make it worthwhile for the brand as well as the company.The study of consumers helps firms and organizations improve their marketing strategies by

understanding issues such as how

The psychology of how consumers think, feel, reason, and select between different

alternatives (e.g., brands, products);

The psychology of how the consumer is influenced by his or her environment (e.g.,

culture, family, signs, media);

The behavior of consumers while shopping or making other marketing decisions;

Limitations in consumer knowledge or information processing abilities influence

decisions and marketing outcome; 

How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer.

The data collected gives the clear picture of the product in the markets of Chandigarh, under study in this research, and gives the company an indication about whether it is feasible to

29

move on with the persisting movements and marketing strategies, and if no, then how to go about it and make it worthwhile for the brand as well as the company.

Sampling Technique:

A close end questionnaire was constructed for my survey. A questionnaire consisting a set of questions was presented to respondents for their answers.For the purpose of this survey, systematic sampling technique was employed as the sample size was small and fixed and the sampling unit was clearly defined.

Data Collection:

Primary Data:The first hand information bearing on any research is the one which has been collected by the researcher. The data here is collected through:

A structured questionnaire Personal interview of consumers. Practical observations or Field work

Secondary Data:The data which has already been collected, complied and presented earlier by any agency may be used for purpose of investigation. The data collected through:

Various publications in form of annual reports, various papers and journals published from time to time.

Through internet and Books

Limitations of the study:

Research is based on the collection of data from both primary and secondary sources. There may be a possibility of biasness on the part of some respondents, but very much

care has been taken to make this report unbiased. Some respondents might not give the correct information due to their lack of interest and

shortage of time. Time constraint. All the information, which is taken, is biased on primary and secondary data that has its

own limitations.

* Note: Secondary data is taken only for the purpose of “Industry profile and Company profile”. Rest of the data collected is primary and exclusively of the beholder of this project.

30

CHAPTER – 5

WIPES MARKET IN INDIA

31

DISPOSABLE WIPES MARKET IN INDIA

Disposable wipes have evolved into a global business concept generating more than $5 billion in

sales a year. Achieving strong double-digit growth year after year, the category now assumes a

major role in the personal care market.

Spanning from make-up removal and deodorant wipes in personal care to floor and furniture

cleaning products in household care, disposable wipes have gradually expanded to offer a wide

range of new applications, replacing the traditional combination of cloth, cotton and cleaning

solution.

Changes in trends in the wipes market have also been driven by new product developments and

the positive reception of new product applications by the consumer.

It is most important to look at the development process as "full-circle innovation." Focus cannot

be limited to the components of the product or even the product as a whole.

The global market for wet wipes continues to grow, although it is important to be cognizant of

32

the challenges that will present great difficulties to many. Those companies that can combine

cutting edge technology with the development of new and innovative

In the last 3 years there has been an explosion in the number and types of wipes available to the

consumer. From baby wipes and facial wipes to disinfecting wipes for your countertop and a

slew of automotive wipes to keep your 4-wheel “baby” shiny and supple. In a fast paced world,

these wipes are designed for convenience, whether that is for your own personal use or to deal

with all those thankless jobs around the house and garage.

Wiper Products and give helpful hints in their use.

The disposable wet wipes market, fairly niche and nascent in India, has grown to Rs 30

crores. Birla Cellulose (Consumer Products Division of Grasim Industries), which has

launched three brands in this category namely Kara, Puretta and Prim for various

purposes over the last couple of years, accounts for Rs 4 crores of the market.

In the US and Europe, 6 and 10 per cent of the income is spent on disposable products. In

India, it is 0.0001 per cent.

Worldwide, wet wipes are a $6-billion category, but in India, it’s a nascent category, and

a lifestyle item at that, not an essential one, so it will take a while before there comes an

inflection point.

The disposable wipes market posted double-digit growth in 2008. Consumer awareness

about hygiene products increased as a result of increasing advertising, price reductions

and the launch of cheaper variants by manufacturers over the latter half of the year. Skin

Care wipes also benefited due to the faster pace of life in cities and the rise in the number

of nuclear families and working women, who tend to rely more on disposable products

when working in the kitchen or whilst travelling outside of the home.

The wipes in India are generally made of Viscose and Spun lace. Birla Cellulose

manufactures 98% of the Viscose Staple Fibre in India, so it is poised to do well against

other local players as they would have to purchase VSF from it.

33

The leading market research agency KSA TECHNOPAK conducted a market survey &

discovered that there is a huge untapped potential for wipes in India. According to the

survey after Delhi NCR, Chandigarh is the biggest market for cosmetics in North

India. 

The disposable wipes market in India faces stiff competition from cheaper Chinese

imports.

34

CHAPTER 6

DATA COLLECTION

DATA COLLECTION:

Questionnaire

35

Field work

In depth interview

The main data is collected in this project is primary and the report is based more on primary data

collected, but there is some information which is collected from secondary source.

Methods of data collection:

The task of data collection begins after a research problem has been defined and research plan chalked out. While deciding about the method of data collection to be used for the study the researcher should keep in mind two types of data via: primary and secondary. The primary data are those which are collected afresh and for first time, and thus happens to be original in character, the secondary data, on the other hand , are those which have already been passed through statistical procedure.

Primary Data:

The first hand information bearing on any research is the one, which has been collected by the researcher. The data here is collected through:

A structured questionnaire Personal interview of consumers. Practical observation or Field work.

Secondary Data:

The data which has already been collected, complied and presented earlier by any agency may be used for purpose of investigation. The data collected through:

Various publications in form of annual reports, various papers and journals published from time to time.

Through internet Books

* Note: Secondary data is taken only for the purpose of “Industry profile and Company profile”. Rest of the data collected is primary and exclusively of the beholder of this project.

36

CHAPTER 7

FINDINGS & ANALYSIS

Q. 1: Do you use skincare wipes?

37

94%

6%

yes

no

Interpretation:

According to the survey conducted in different sectors of Chandigarh and in the BIG BAZAR in ZIRAKPUR, It is clearly visible that 94% of customer in the city, use wipes for their skin on daily basis. Whereas 6% of them don’t use it, reason being – they do not want to take chances with skin and believe that their skin will get dry or oily or their skin may damage after using wipes, most of them still don’t have awareness about the use of skincare wipes.

Q.2: What do you think is the more convenient and hygienic way of cleaning your skin?

38

94%

6%

yes

no

2%12%

82%

4%

TowelCottonWipesHandkerchief

Interpretation:

From here we can interpret that majority of the people feel that the most convenient and hygienic way of cleaning their skin is wipes . so there is a great scope for wipes in the Indian market and the product can achieve success because most of the people like the concept KARA.

According to the data collected, 82% respondents think that wipes are the most convenient and hygienic way of cleansing and 12% of respondents went for the cotton, 4% and 2% respondents feel that handkerchief and towel is more convenient and hygienic way, this could be the lack of awareness about the viscose that it is more absorbent than cotton and others.

Q.3: Which brand do you prefer most?

39

L'oreal Dove Kara Fresh ones Nivea0%

5%

10%

15%

20%

25%

30% 27%

30%

18%

3%

22%

Interpretation:

This analysis gives an idea about the brand preference of the respondents. The highest

percentage is occupied the brands like Dove(30%), L’oreal(27%) or Nivea(22%). It means that

consumers become more conscious about their skin, so they prefer well known brands. 18%

respondents prefer KARA and 3% went to Fresh ones. So Kara has to compete not only with

other wipes brands only but its competitors are also the cosmetic brands available in the market.

Q.4: For what purpose do you use wipes?40

Cleaning skin Moisturizing Fragrance Removing Makeup

As Sunscreen Tonning Refreshing0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

48%

2%5%

18%

8% 7%12%

Interpretation:

Looking at the chart majority of the respondents (48%) use wipes for cleaning the skin which is

also the primary function of a skin care wipe. Also 18 % of the respondents(all females) use it

for removing makeup. And only 12% of the respondents use wipes for refreshing purpose. The

usage of wipes for other purposes is relatively quite low. Because it is the perception of the

customer that the wipes are the substitute of Handkerchief but not the substitute of their cosmetic

products and they also think that different variants are the just flavor or frangnace, they are not

aware about the usage of variants. But the scope for variants of Kara is good when people get

aware about their usage.

Q.5: Are your wipes are 100% natural and biodegradable?

41

36%

8%

56%

YesNoDon’t Know

Interpretation:

As mentioned before, majority of the consumers in Chandigarh, do not have complete awareness about their product. Surprisingly, 56% of the respondents i.e , had no clue whether their wipes were 100% natural and biodegradable. Though 36% of them, use wipes which are 100% natural and biodegradable and 8% respondents went for non-natural and non-biodegradable. So result is that there is still non awareness about the wipes.

Q.6: Are your wipes are dermatologically safe?

42

31%

2%

67%

Yes

No

Don’t Know

Interpretation:

Again, majority of the consumers have low knowledge about the product they use. 67% “Don’t know” respondents have no idea about their wipes that they are dermatologicaly safe or not. This means that there is a huge need to bring awareness in the markets of Chandigarh, because only 31% of respondents know that they use dermatologicaly safe product.

Q.7:Does your skin get dry after using wipes?

43

31%

2%

67%

Yes

No

Don’t Know

42%

58%

YesNo

Interpretation:

As per the data collected, majority said ( i.e 58%) that their skin doesn’t get dry after using wipes, they have no problem regarding getting skin dry. But 42% respondents feel that they have the problem of getting skin dry after using wet wipes because of humidity. So Kara has a good feature that it doesn’t make skin dry, so there is a great chance for success of Kara in Indian market.

44

Q.8: What do you look in for, while buying wipes?

Cleaning e

ffective

ness

Multi taski

ngValu

e

Durabilit

y

Packag

e size

Easy

avail

abilit

y

Brand nam

e0%

5%

10%

15%

20%

25%

30%

35%

19%

2%

26%

2%

32%

3%

16%

Interpretation:

Most of the respondents look for package size, price, cleansing effectiveness and brand name while buying wipes because highest percentage is gain by these main four features i.e Package size(32%), Value(26%), Cleaning effectiveness(19%), Brand name(16%). Customers look for these features first in any wipe, so company must focus on these feature to capture the market, other features like Easy availability, durability and Multi tasking are also essentials, these must not ignore.

45

Q.9: Have you ever heard about Aditya Birla group’s product Kara skincare wipes?

Interpretation:

Due to the advertisement shown on the television of Kara, most of consumer get aware about the product. 76% respondents said that they heard about the product Kara, but still 24% respondents have no idea about the product, they even didn’t watch the advertisement due to there busy schedule. So huge advertisement is necessary for increasing the sales of the product.

46

76.00%

24.00%

Yes

No

Q.10: Which of the following variants’ of Kara you use /interest you to use?

Moisturizing Toning Refreshing Sunscreen Makeup removal

Deep pore cleansing

0%

10%

20%

30%

40%

50%

60%

70%

2%9%

61%

7% 9% 12%

Interpretation:

This result is the effect of the advertisement shown on the television that’s why majority use the refreshing wipes i.e 61% and other variants have less percentage i.e Moisturizing (2%), Toning (9%), Sunscreen(7%), Makeup removal(9%), Deep pore cleansing(12%), and this is all because of the non awareness of the various variants of Kara and their uses.

47

Q.11: What difference you find out in KARA skin care wipes and other wipes?

Interpretation:

Among the all respondents 58% feel that Kara has variety in wipes and other brands has not too much variety. And 29% of respondents feel that Kara has various fragrance in its variants , and 13% observe that there is quality difference between Kara and other wipes present they ever used. So this is a good sign of success for Kara.

48

13%29%

58%

Quality

Fragrance

Variety

Q.12: According to you what should be the ideal package for KARA?

Sachet 10's Pack 20's Pack 30's Pack0%

5%

10%

15%

20%

25%

30%

35%

23%

31%

18%

28%

Interpretation:

Looking at the chart respondents gives their idle packaging of Kara according to their needs and convenience, the highest percentage is gained by 10’s pack(i.e 31%), 30’s pack(28%), sachet(23%) and in last 20’s pack(18%). So from the data collected it is observed that all the packaging of Kara is acceptable by the consumers, so availability of each packaging should be at the stores, so the customers can purchase Kara according to their convenience.

49

Q.13: How do you come to know about Aditya Birla group’s product Kara skincare wipes?

T.V com-mercials

News paper Advertisement Family and Friends

Mall Activities Magazines0%

5%

10%

15%

20%

25%

30%

35%

0% 0%

35%

21%

27%

17%

Interpretation:

In this stage of huge competition in market, it is very essential for the company to invest wisely on the promotion of the product, so it is very clear from the above chart that , 35% respondents got information about the Kara from advertisement, and others 21% from family and friends, 27% from mall activities and 17% from magazines. And 0% from T.V commercials and Newspaper. It means lot of advertisements should be shown on all channels for increasing awareness.

50

Q.14: Rate the following attribute of KARA wipes on a scale of 1 to5

Price Hygienic Skin friendly Assurance of Brand

Convenient0

1

2

3

4

5

6

Series1

Rank 5 is for highest attribute and rank 1 is for lowest

Interpretation:

Above chart clearly defined that what customers exactly look for in Kara, chart shows that the highest rank is given to Price and lowest to the convenient.

51

Q.15: From where do you prefer to buy skincare wipes?

Cosmetics shopsMedical shops

Beauty parlorsRetail stores

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

37% 42%

0%

21%

Interpretation:

In the above chart, respondents give the clear picture that from where they would like to buy the skincare wipes, the highest percentage is achieved by Medical shops with 42% and 37% respondents (all females) prefer to buy skincare wipes from Cosmetic shops, and other respondents who casually go to the retail stores they prefer to buy wipes from that retail stores. So stock of Kara must be available on these places.

52

Q.16: How often do you visit outlet like Big Bazaar, More, Store99 etc.?

Often

Occasionally

Regularly

Rarely

0% 10% 20% 30% 40% 50% 60%

53%

26%

9%

12%

Interpretation:

People used to go outlets like BIG BAZAR, MORE, Store99 etc, this is almost clear from the above bar graph. 53% respondents used to go such outlets often and 26% go only on some occasion. Only that few customers used to go such outlets regularly who live nearby these stores, so only 9% respondents go to outlets regularly and 12% go rarely. So mostly people go to these outlets, so Kara must be available all the time in the retail outlets, specially at the time of occasions, because mostly customers would like to shop from retail outlets occasionally.

Q.17: Do you use hand sanitizers?

53

98%

2%

YesNo

Interpretation: From the above pie diagram, picture is clear that Hand sanitizers are acceptable by almost all population, 98% respondents regularly use liquid hand sanitizers as a good habit, and rarely 2% respondents have not develop the habit to cleanup their hands from sanitizers. So it means in Indian market the sope for HANDY is very vast.

54

Q.18: Have you ever heard about Aditya Birla’s product HANDYS hand sanitizing wipes?

8%

92%

YesNo

Interpretation:

HANDYS is a totally new concept in the Indian market, only 8% respondents heard about the product and 92% respondents had no idea about the HANDYS they never heard about the product. The only single reason behind this is unawareness, heavy advertisement should be make for making consumer aware, because the concept of the product can easily acceptable by the customers, it can become the necessity of the people, when consumer make the habit of using HANDYS regularly.

55

Q.19: If you ever use HANDYS than give your rating?

Very Good Good Average Poor Very Poor0%

10%

20%

30%

40%

50%

60%

11%

32%

57%

0% 0%

Interpretation:

The remaining few respondents who ever used HANDYS, only 11% said that it is very good product, and 32% said that it is good one, but 57% respondents feel that it is an average product, the quality is not very much impressive they feel that liquid sanitizers are more effective to kill germs than wipes, so the result is to improve the quality of HANDYS.

56

OBSERVATIONS

PROBLEMS FACED BY KARA:

Now what happened in the market, KARA is still a new product in market and every new concept takes time to capture the market. In foreign countries, the concept of skincare wipes are totally established. But in India the wipes market is not very much established. There are many international branded wipes in Indian market which are expensive as well as used by only high class people. KARA is first skincare wipes launched by Aditya birla group, India based company. And cutomers prefer well known brands in the market, so KARA as a new concept may take a little bit more time to establish in market.

Consumers especially women prefer buying the products like L’oreal, Dove, Pond’s, Himalaya etc. but in facial wipes, there are just the refreshing wipes which are being marketed as well as sold in the market. Only facial wipes till now known are- Fresh ones, Dove wipes, Nivea wipes, L’oreal wipes.

Only KARA is available in the market in different variants in wipes like- sunscreen, tonning, moisturizing, deep-pore cleansing, makeup removal etc. so consumers have no idea about the different variants, they think that these variants are just different flavors and fragrances.

Due to very less advertising of the product by the company, the awareness about the product has not spread among the consumers.

If the product had been launched abroad, it would have worked as they welcome innovative products. But in India people afraid to use new product, so it is an another problem for KARA.

Most of the consumers don’t buy KARA only because they want wipes in sachet, because sachets are more convenient and good for trial.

Some male consumers have thinking about KARA that it is a females product only and can’t use the product. So working male generation should be targeted.

The concept of KARA is not clear to most of the consumers. They think that KARA is the substitute of handkerchief only, they don’t have any idea that it is a substitute of water also.

Price factor also persist in terms of KARA sunscreen wipes, and the reason behind it is lack of awareness about the technicalities of the product.

57

KARA is only in skincare wipes, due to this the retail outlets like BIG BAZAR are not very keen on having stock of such a small brand.

In BIG BAZAR and other retail outlets, consumers come to buy such things on which there is some offer, and most of the consumer don’t buy KARA on MRP from BIG BAZAR, they said that on MRP this kind of product they can purchase from small departmental stores in the market.

Convincing the consumers and the purchase department of BIG BAZAR is the main issue.

Still the demand for the KARA has increased and now most of the consumers get aware about the product and its varients, result- sale increased. But there is shortage of stock most of the time at BIG BAZAR.

P.O never create on time. BBIG BAZAR create P.O for KARA after 1 to 2 weeks when stock got finished. So we loose a lot of sales.

There is also time gap of 4 to 5 days between making P.O for stock and dispatching of stock. So in these days we loose heavy sales.

In BIG BAZAR there is nothing for the promotion or visibility of KARA, there is no posters and flexes, that’s why consumers don’t pay any attention towards KARA.

Most of the consumers who use KARA and like the product, still they don’t have knowledge about the company. They don’t even know that KARA is a brand of Aditya Birla group.

There is also a problem with some customers of KARA, they don’t know how to open the packaging, they tear the packet of KARA from side, they don’t open the flap.

Packaging is also not very good and attractive. Flap of KARA doesn’t remain sticky by using again and again, and wipes get dried.

58

PROBLEM FACED BY HANDYS:

The main problem faced by HANDYS hand sanitizer wipes in market is that consumers are not aware about the product, and there is no advertisement has made for the promotion of the product.

Consumers prefer liquid hand sanitizers, sanitizing wipes is totally new concept in the Indian market.

Competitors of HANDYS in the market are the well known brands like- Dettol, Lifebuoy, godrej hand sanitizers etc. so customers prefer these brands firstly.

In corporate to corporate, the pharmaceutical companies was targeted for deal of HANDYS, most of the companies like the concept of HANDYS but when they use the sample they feel that the quality is not very much satisfying, they said that the wipe is not too much soft, and it is not very much wet, in their laboratories they deal with strong chemicals so HANDY is not too much wet so it can clean all the chemicals, so they prefer liquid hand sanitizers more.

59

CHAPTER 8

RECOMMENDATIONS

RECOMMENDATIONS FOR KARA:

60

As we know that the competitors of KARA are mostly cosmetic brands, so to make a strong position in the market, KARA must enter into a new product line, means KARA must enter into the cosmetic world.

The recent advertisement of KARA, which is shown on the T.V is not very much inspiring. In the advertisement the is shown as the substitute of handkerchief, it must be promote like a substitute of water, then it seems like some innovative or inspiring product.

Only KARA in the market gives the verity in the wipes for different purpose, but consumers have no awareness about it, so advertisement of each variant should be telecast, so that everybody can know about the feature of different variants.

Most of consumers demand KARA in sachets, so it should be available in every store.

Male population should be targeted by making more and more awareness that it is a unisex product, this is not specifically made for female population.

Prices are relatively high as compare to other wipes category like Chinese wipes available in the market. Specially the sunscreen wipe of KARA is very expensive. So price should be reasonable.

In stores like BIG BAZAR , customers visit there to buy such things on which there is some offer. So offers should be given in the BIG BAZAR like-

- Buy 2 get 1 free- Buy 1 get 1 free- Or any free gift item with KARA- Buy Large packet and get 10’s pack free.- Discount in the MRP.

In the month of June and July sales at BIG BAZAR was excellent. Stock get finished within a week there and next P.O generate after 1 to 2 weeks. So P.O must be make timely so that stock can’t finish there and we can’t loose the sales.

At BIG BAZRA there should be some posters or flexes around the bin of the KARA for its promotion, so that more and more customers will get attract.

61

There must be the logo of Aditya birla group in the front of the KARA’S packet.

There should be proper instructions to open the packet of KARA.

There should be a cap instead of flap to open the packet, because flap don’t remain sticky for long time and wipes get dried.

Packaging should be changed, there should be some attractive packing, because this packing of KARA is looks like Chinese wipes packets, due to this most of the customers don’t buy KARA and think that it is a Chinese product.

RECOMMENDATIONS FOR HANDYS:

Quality must improve.

HANDY must be more wet, so that it can easily compete with liquid hand sanitizers, and can clean hands more effectively.

Hand sanitizers are mostly used by school going children, so HANDYS should be distribute as a free samples in schools. When children will like the product they will make a habit to use it regularly.

There must be the logo of Aditya birla group on front and on the top of the HANDY’S box.

Heavy advertisement should be telecast on T.V for making awareness about HANDYS by specially targeting the children.

62

CHAPTER 9

SALES REPORT

SALES AT BIG BAZAR:

63

TARGET- Rs. 40,000 p.m

Sales:May – Rs. 36,000 (aprox.)June – Rs. 53,500 (aprox.)July – Rs. 62,000 (aprox.)

May June July0

10000

20000

30000

40000

50000

60000

70000

36000

53000

62000

64

CHAPTER 10

BIBLIOGRAPHY

Books:

Marketing Management, 12th edition, Philip Kotler, Kevin Lane Kotler, Published by Prentice Hall, USA

65

Websites:

www.times100.co.ukwww.en911.comwww.wikipedia.comwww.adityabirla.comwww.adityabirla.com/birlacellulosewww.google.com

66

CHAPTER 11

ANNEXURE

ANNEXURE

QUESTIONNAIRE

67

Name: Occupation:

Age: Gender:

Address: Contact no.

: Q.1: Do you use wipes? a) yes. b) no.

: Q.2: What do you think is the more convenient and hygienic way of cleaning your skin? a) Towel b) Cotton c) Wipes d) Handkerchief

: Q.3: Which brand do you prefer most? a) L’oreal. b) Dove. c) Kara d) Fresh ones e) Nivea

: Q.4: For what purpose do you use wipes? a) Cleaning skin b) Moisturizing

c) For fragrance d) Removing make up e) As sunscreen f) Toning g) Refreshing

: Q.5: Are your wipes are 100% natural and biodegradable? a) yes. b) no. c) don`t know.

: Q.6: Are your wipes are dermatologically safe? a) yes. b) no. c) don`t know.

: Q.7:Does your skin get dry after using wipes? a) yes. b) no.

:Q.8: What do you look in for, while buying wipes? a) Cleaning effectiveness b) Multi tasking c) Value d) Durability

68

e) Package size f) Easy Availability g) Brand name :Q.9: Have you ever heard about Aditya Birla group’s product Kara skincare wipes?

a) Yes b) no

:Q.10: Which of the following variants’ of Kara you use /interest you to use?

a) Moisturizing b) Toning

c) Refreshing wipes d) Sunscreen wipes

e) Makeup remover wipes f) Deep pore cleansing wipes

:Q.11: What difference you find out in KARA skin care wipes and other wipes? a) quality b) fragrance. c) variety.

:Q.12: According to you what should be the ideal package for KARA? a) Sachet b) 10s pack c) 20s pack d) 30s pack :

:Q.13: How do you come to know about Aditya Birla group’s product Kara skincare wipes?

a) T.V commercial b) News paper

c) Advertisement c) Family and friends

d) Mall activities e) Magazines

:Q.14: Rate the following attribute of KARA wipes on a scale of 1 to5

1 2 3 4 5

Convenient

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Assurance of Brand

Skin friendly

Price

Hygienic

: Q.15: From where do you prefer to buy skincare wipes?

a) Cosmetics b) Medical shops

c) Beauty parlors d) Retail stores

:Q.16: How often do you visit outlet like Big Bazaar, More, Store99 etc.?a) Often b) Occasionally

c) Regularly d) Rarely

:Q.17: Do you use hand sanitizers?

a) Yes b) No

:Q.18: Have you ever heard about Aditya Birla’s product HANDYS hand sanitizing wipes?

a) Yes b) No

:Q.19: If you ever use HANDYS than give your rating?

a) Very good

b) Good

c) Average

d) Poor

e) Very poor

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