Business growth in Kara focusing Kara baby wipes and hand sanitizing wipes INDUSTRY REPORT 2013

Submitted for the partial fulfillment of the requirement for the award Of POST GRADUATE DIPLOMA IN MANAGEMENT SUBMITTED BY
AMIT JHA

UNDER THE SUPERVISION OF

INTERNAL: CA. ANOOP KUMAR EXTERNAL: MR. DIVYANKAR GOEL

INSTITUTE OF MANAGEMENT EDUCATION, SAHIBABAD,GHAZIABAD,(U.P)

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DECLARATION

I, AMIT JHA student of POST GRADUATE DIPLOMA IN MANAGEMENT From INSTITUTE OF MANAGEMENT EDUCATION, SAHIBABAD, GHAZIABAD, Uttar Pradesh hereby declare that I have completed summer internship on

Business growth in Kara focusing Kara baby wipes and hand sanitizing wipes
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:

(Amit Jha)

PREFACE
As a part of course requirement of my PGDM program I was asked to undergo 2 MONTH summer training in any organization, so as to give me exposure to practical management and get me familiar with the various activities taking place on the organization. I got an opportunity to undergo my summer training in BIRLA CELLULOSE, where I was allotted the project entitled.. Business growth in Kara focusing Kara baby wipes and hand sanitizing wipes Hence I have to do my work in the entire region of GHAZIABAD so that the report doesnt become biased. I have divided this project in to four chapters. The Introduction of Organization and about the project. It also includes objective of project justification. The next includes the traditional parts i.e. Methodology. Onwards consist of statistical analysis and figures. Others consist of Recommendation, Limitation and Conclusion.

ACKNOWLEDGEMENT
This project has been a great learning experience for me and I would like to express my sincere gratitude to all the people who guided me throughout the project and without the valuable guidance and suggestions of these people this project would not have been completed successfully. I owe enormous intellectual debt towards my industry guide Mr. Divyankar Goel, Regional Sales Manager, North Division, Grasim Industries & Birla Cellulose for their continuous support and cooperation throughout my project without which the present work would not have been possible. Special thanks to Mr.Dushyant dhakre, Area Sales Manager, Delhi NCR Region and My mentor Ms.

Prakrati verma, Grasim industries and Birla Cellulose & my faculty Guide CA. ANOOP KUMAR at Department of IME Sahibabad, Ghaziabad ,U.P. for their continuous guidance, support and cooperation during the project. I would like to thank all the respondents whom I interacted during my project without their support and cooperation this project would not have been completed successfully. And Last but not the least, I feel indebted to all those persons and organization who/ which have provided helped directly or indirectly in successful completion of this project.

Date: Place: Ghaziabad

Amit Jha

ABSTRACT

The purpose of my study was to Business growth in Kara focusing Kara baby wipes and hand sanitizing wipes find maximizing the sales of Kara in major markets of Ghaziabad. As any study is incomplete without the interaction with its main stakeholders, I also interacted with many commuters of different cosmetics, general stores and medical stores covering various major markets of Ghaziabad such as Raj nagar, Kavi nagar, lajpat nagar, Nehru nagar, Gandhi nagar, Nai basti, Shalimar Garden, Crossing Republic, etc. Further interaction was with the Retailers, wholesalers who plays a significant role in sale of a product i.e. retailer. It helped in gauging the expectations of retailers as well as the expectations of customers through retailers to reduce the gap between expectations and realistic presence of the product.

I sampled Kara in major markets of Ghaziabad to increase the awareness of Kara because the concepts of using wet facial wipes is very new in India unlike other western countries where people spend their major portion salary in disposable products.

TABLE OF CONTENTS
Page no.

CHAPTER 1 INTRODUCTION TO THE TOPIC CHAPTER 2 INTRODUCTION TO THE ORGANIZATION/INDUSTRY CHAPTER 3 IMPORTANCE OF THE STUDY CHAPTER 4 SCOPE OF THE STUDY CHAPTER 5 LITERATURE REVIEW CHAPTER 6 RESEARCH DESIGN CHAPTER 7 DATA ANALYSIS CHAPTER 8 DATA INTERPRETATION CHAPTER 9 CONCLUSION CHAPTER 10 LIMITATION CHAPTER 11 RECOMMENDATIONS & SUGGESTIONS CHAPTER 12 SCOPE FOR FURTHER RESEARCH CHAPTER 13 BIBLIOGRAPHY
ANNEXURE CHECK LIST FOR THE ITEMS IN THE REPORT

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EXECUTIVE SUMMARY

A project means a task assigned by the company. My project topic is Business growth in Kara focusing kara baby wipes and hand sanitizing wipes in GRASIM INDUSTRIES & BIRLA CELLULOSE, Aditya Birla Group. Marketing is indeed an ancient art. It has been practiced in one form or other since the days of Adam and Eve. It emerges as a management discipline. However, is of relatively recent origin. And within relatively this short Period, it has gained a great deal of importance. In fact, today most Management Thinkers and practitioners the world over, regard marketing as the most important of all management function in any business. In last few years, the growth and development story of India has seen different stages. From the time of independence to 1991, the time of liberalization in India and then to the twenty first century, the markets have shown tremendous changes. Today consumers have got the power and the income to spend on products. Different firms entered in the market and lost but many succeeded and make their mark. All the markets starts with nascent stage and later grow to its maturity, same with the wipes market which is in its nascent stage in India now but the potential is high if explored. Kara is a brand name of Wet wipes from the house of Grasim Industries, Aditya BirlaGroup. A mong its different variants, Refreshing facial wipes are the most selling wipes in the consumer market and is also a potential product for gifting done by various Corporates.

CHAPTER 1

INTRODUCTION TO THE TOPIC

WET WIPES
A wet wipe, also known as a wet nap, wet towel, or a moist towelette, is a small moistened piece of paper or cloth that often comes folded and individually wrapped for convenience. Wet wipes are used for cleaning purposes, like personal hygiene or household cleaning.

Wet wipes are produced as air-laid paper where the fibres are carried and formed to the structure of paper by air. They are moistened with water or other liquids like isopropyl alcohol depending on the applications. The paper might be treated with softeners, lotions or added perfume to get the right properties or "feeling". The finished wet wipes are folded and put in pocket size package or a box dispenser. Wet wipes can serve a number of personal and household purposes. Although marketed primarily for wiping infants' backsides in diaper changing, it is not uncommon for consumers to also use the product to clean floors, toilet seats, and other surfaces around the home. Parents also use wet wipes, or as they are called for baby care, baby wipes, for wiping up baby vomit and use to clean babies' hands and face in feeding or general dirtiness. Baby wipes Baby wipes are wet wipes used to cleanse the sensitive skin of infants. These are saturated with solutions anywhere from gentle cleansing ingredients to alcohol based 'cleaners'. Baby wipes are typically sold in plastic tubs that keep the cloths moist and allow for easy dispensing. Wet wipes have become a standard part of diaper changing kits. They can be bought in several different pack counts (ranging up to 80 or more sheets per pack), and come with dispensing mechanisms. The origin of baby wipes most likely came in the mid 1950s as more people were travelling and needed a way to clean up on the go. One of the first companies to produce these was a company called Nice-Pak. They made napkin sized paper cloth saturated with a scented skin cleanser. Rockline Industries went on to be the first to innovate the first baby wipe refill pack and pop-up packs which have become common in the marketplace. The first real baby wipe products appeared on the market around in the mid 1970s, and were larger companies like Kimberly-Clark who produced Huggies and Procter & Gamble's Pampers. As the technology to produce wipes matured and became more affordable, smaller brands began to appear. By the 1990s, most super stores like Kmart and Wal-Mart had their own private label brand of wipes made by other manufacturers. After this period there was a boom in the industry and many local brands started manufacturinsg because of low entry barriers. Brands Like Tushies baby wipes, Hunnies Wipes, Mommy10

Pokko, Pigeon, Johnson's Baby Wipes, CHICOO Brand have made their mark in international market. Many green-minded parents, or those looking to save extra money, are using washable baby wipes. These are typically small squares of material (cotton, bamboo or fleece) that can be pre-soaked ready to use, or wet as required. Because they don't contain chemicals or artificial fragrances like most disposable wipes, they are very kind and gentle on the skin. They are often reported to be more effective at removing solids from the skin because of their textured nature. A study conducted by The University of Manchester has found that baby wipes had an equivalent effect on skin hydration when compared with cotton wool and water. Cleansing pads Cleansing pads are fiber sponges which have been previously soaked with water, alcohol and other active ingredients for a specific intended use. They are ready to use hygiene products and they are simple and convenient solutions to dispose of dirt or other undesirable elements. There are different type of cleansing pads offered by the beauty industry: make-up removing pads, anti-spot treatments and anti-acne pads that usually contain salicylic acid, vitamins, menthol and other treatments). Cleansing pads for preventing infection are usually saturated with alcohol and bundled in sterile package. Hands and instrument may be deinfected with these pads while treating wounds. Disinfecting cleansing pads are often included in first aid kits for this purpose. Since the outbreak of H1N1 sales of individual impregnated wet wipes and gels in sachets and flowpacks have dramatically increased in the UK following the Governments advice to keep hands and surfaces clean to prevent the spread of germs.

Industrial Wipes Pre-impregnated industrial-strength cleaning wipes with powerful cleaning fluid that cuts through the dirt as the high performance fabric absorbs the residue Industrial wipes has the ability to clean a vast range of though substances from hands, tools and surfaces, including: grime, grease, oil- & water-based paints & coatings, adhesives, silicone & acrylic sealants, poly foam, epoxy, oil, tar and more. Pain relief There are pain relief pads sopping with alcohol and benzocaine. These pads are good for treating minor scrapes, burns, and insect bites. They disinfect the injury and also ease pain and itching. Personal hygiene 11

Wet wipes can also be bought in stores for private usage. In Southeast Asia, wet wipes are often sold out of refrigerators to give the wipes a refreshingly cool effect. Many adults use wet wipes in place of toilet paper. They are often dispensed in restaurants, at service stations, along with airline meals, in doctors' offices, and other similar places. They are often included as part of a standard sealed cutlerypackage. Wet wipes have also found a use among visitors to outdoor music festivals, particularly those who camp, as an alternative to the communal showers. The wet wipes are a preferable option to the communal facilities for which there are generally extremely long queues. Pet care Today one can find even wet wipes for pet care, for example eye, ear, or dental cleansing pads (with boric acid, potassium chloride, zinc sulfate, sodium borate) for dogs, cats, horses, and birds. Healthcare Medical Wet wipes are available for various applications. These include Alcohol Wet Wipes, Chlorhexidine Wipes (for disinfection of surfaces and non invasive medical devices) and Sporicidal Wipes Medical wipes can be used to prevent the spread of pathogens such as the Norovirus and Clostridium Difficile.

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Summer Internship Profiles

There were four profiles offered for our summer internship out of which we had tochoose one depending on our area of interest. All the profiles fall under their marketingand sales department, thus required us to interact with various people varying frommarketing managers, retail shop owners to customers at shopping malls. I chose channel Sales management, because this profile required interacting with people at various managerial levels in market and enhance my knowledge by observing andrefining my skills with every new interaction. The profiles are discussed as below: 1) CORPORATE SALES MANAGEMENT Kara wet wipes have emerged as one of the most useful and preferred gifting in many Corporate and Institutional Segments for various occasions viz. Gifts to Doctors/Business Associates/Clients, Brand Promotion, Merchandise for Trade promotion & Consumer Schemes, Office amenities, Conference & Seminar amenities , Tool for providing better Customer/Guest experience etc. In profile of Corporate Sales, we had to target the clients for bulk purchase of our product, offering them discounts and customization of our packaging to promote their brand. 2) MODERN TRADE MANAGEMENT Modern trade management deals with malls and shopping complex where thousands of customers come daily to buy household items. Kara is available at almost every mall in Delhi however internees under this profile have to check daily inventory levels of product, its placing as compared to competitor products, visibility, customers reaction on seeing the product etc. 3) CHANNEL SALES MANAGEMENT In this profile, all the small retail shops are focused where the internee had to see if Kara is already available with them, are the retailers happy about the response of the product,sufficient inventory levels are maintained etc. Also there were many retail shops which didnt have any wet wipes and were apprehensive about keeping our product. The internees had to market their product to such retailers and clarify any doubts which retailer has about the product. 4) MARKETING RESEARCH This profile is a pure marketing research based where the internee has to ask respondentsto fill up a pre-designed questionnaire thus fulfilling his given objective. The internee was given a place like a mall or a market where he had to intercept potential respondents and request them to take part in his research. Though sample size is not pre-determined, it should be such that some substantial results could be interpreted.

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CHAPTER 2

INTRODUCTION TO THE ORGANIZATION/INDUSTRY

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COMPANY PROFILE

A US $40 billion corporation, the Aditya Birla Group is in the League of Fortune 500. It is anchored by an extraordinary force of over 136,000 employees belonging to 42 different nationalities. The Group has been ranked Number 4 in the global Top Companies for Leaders survey and ranked Number 1 in Asia Pacific for 2011. Top Companies for Leaders is the most comprehensive study of organisational leadership in the world conducted by Aon Hewitt, Fortune Magazine, and RBL (a strategic HR and Leadership Advisory firm). Over 50 per cent of the Aditya Birla Groups revenues flow from its overseas operations. The Group operates in 36 countries Australia, Austria, Bangladesh, Brazil, Canada, China, Egypt, France, Germany, Hungary, India, Indonesia, Italy, Ivory Coast, Japan, Korea, Laos, Luxembourg, Malaysia, Myanmar, Philippines, Poland, Russia, Singapore, South Africa, Spain, Sri Lanka, Sweden, Switzerland, Tanzania, Thailand, Turkey, UAE, UK, USA, and Vietnam. Aditya Birla Group The Global Scenario Around the world, we're known for: A metals powerhouse, among the worlds 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 fibre No.1 in carbon black The fourth-largest producer of insulators The fifth-largest producer of acrylic fibre Among the top 10 cement producers Among the best energy-efficient fertiliser plants The largest Indian MNC with manufacturing operations in the USA Aditya Birla Group The Indian Scenario 15

In India, heres what we have accomplished: The largest fashion (premium branded apparel) and lifestyle player The second-largest manufacturer and largest exporter of viscose filament yarn The largest producer in the chlor-alkali sector Among the top three mobile telephony companies A leading player in life insurance and asset management Among the top two supermarket chains in the retail business Among the top 6 BPO companies The largest manufacturer of linen fabric 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 afresh, to keep experimenting. Aditya Birla Group Beyond Business Works in 3,000 villages Reaches out to seven million people, annually, through the Aditya Birla Centre for Community Initiatives and Rural Development spearheaded by Mrs. Rajashree Birla Focuses on healthcare, education, sustainable livelihood, infrastructure and espousing social reform in India, Brazil and Egypt, as well as Philippines, Thailand, Laos, Indonesia, Korea and other Asian countries In India: The Aditya Birla Group runs 42 schools across India, providing quality education to 45,000 children, including 18,000 needy students who receive free education. Merit scholarships are given to an additional 8,500 children from the interiors. The 18 hospitals run by the Aditya Birla Group tend to more than a million villagers. In line with its commitment to sustainable development, the Aditya Birla Group has partnered with Columbia University in establishing the Columbia Global Centres Earth Institute in Mumbai. The idea of embedding CSR as a way of life in organisations has led to the setting up of the FICCI Aditya Birla CSR Centre for Excellence, in Delhi. The Aditya Birla Group transcends the conventional barriers of business because we believe it is our duty to facilitate inclusive growth. VISION AND VALUES Our Vision To be a premium global conglomerate, with a clear focus on each of the businesses. Our Mission To deliver superior value to our customers, shareholders, employees and society at large. Our Values Integrity : Acting and taking decisions in a manner that is fair and honest. Following the highest standards of professionalism and being recognised for doing so. Integrity for us means not only financial and intellectual integrity, but encompasses all other forms as are generally understood. Commitment : On the foundation of Integrity, doing all that is needed to deliver value to all stakeholders. In the process, being accountable for our own actions and decisions, those of our team and those in the part of the organisation for which we are responsible. Passion : An energetic, intuitive zeal that arises from emotional engagement with the organisation that makes work joyful and inspires each one to give his or her best. A 16

voluntary, spontaneous and relentless pursuit of goals and objectives with the highest level of energy and enthusiasm. Seamlessness : Thinking and working together across functional groups, hierarchies, businesses and geographies. Leveraging diverse competencies and perspectives to garner the benefits of synergy while promoting organisational unity through sharing and collaborative efforts. Speed : Responding to internal and external customers with a sense of urgency. Continuously striving to finish before deadlines and choosing the best rhythm to optimise organisational efficiencies. OUR LOGO The name Aditya Birla evokes all that is positive in business and in life. It exemplifies integrity, quality, performance, perfection and above all, character. Our logo is the symbolic reflection of these traits. It is the cornerstone of our corporate identity. It helps us leverage the unique Aditya Birla brand and endows us with a distinctive visual image. Depicted in vibrant, earthy colours, it is very arresting and shows the sun rising over two circles an inner circle symbolising the internal universe of the Aditya Birla Group with an outer circle symbolising its external universe; and a dynamic meeting of rays converging and diverging between the two. Through its wide usage, we create a consistent, impact-oriented Group image. This undoubtedly enhances our profile among our internal and external stakeholders. Our corporate logo thus serves as an umbrella for our Group. It signals the common values and beliefs that guide our behaviour in all our entrepreneurial activities. It embeds a sense of pride, unity and belonging in all of our 136,000 colleagues spanning 36 countries and 42 nationalities across the globe. Our logo is our best calling card that opens the gateway to the world. Dr. Pragnya Ram as the Chief Custodian of the Aditya Birla Group logo

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GRASIM INDUSTRIES LIMITED Grasim Industries Limited is a global leader in viscose staple fibre and ranks among India's largest private sector companies with a consolidated net revenue of Rs.279 billion and consolidated net profit of Rs.27 billion (FY 2013). Starting as a textiles manufacturer in 1948, Grasim's businesses today comprise viscose staple fibre (VSF), cement, chemicals and textiles. Its core businesses are VSF and cement, which contribute over 90 per cent of its revenues and operating profits at a consolidated level. The Aditya Birla Group is the world's largest producer of VSF, commanding a 21 per cent global share. Grasim, with an aggregate capacity of 370 ktpa has a global share of 9 per cent. It is also the second-largest producer of caustic soda (which is used in the production of VSF) in India. As a result of restructuring in FY 2010 and FY 2011, the cement business has been consolidated with Grasim's subsidiary, UltraTech Cement Limited. UltraTech has a capacity of 53.90 million tpa and is a leading cement player in India and eighth largest in the world. Grasim has a strong presence in fabrics and synthetic yarns in India through its subsidiary, Grasim Bhiwani Textiles Limited, and is well known for its branded suitings, Grasim and Graviera, mainly in the polyester-cellulosic branded menswear. Its textile plants are located at Bhiwani (Haryana) and Malanpur (Madhya Pradesh). OVERVIEW OF GRASIM'S BUSINESSES Grasim has its presence in the following businesses: Viscose staple fibre Grasim is India's pioneer in viscose staple fibre (VSF). 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; at Kharach in Gujarat and at Harihar in Karnataka. Cement Grasim made its foray into cement production in the mid 1980s. The company set up its first cement plant at Jawad in Madhya Pradesh and since then it has grown to become a leading cement player in India. Grasim's subsidiary UltraTech Cement is the largest selling single brand cement in India and the largest cement clinker exporter. UltraTech's products include Ordinary Portland Cement, Portland Pozzolana Cement and Portland Blast Furnace Slag cement. UltraTech is the most trusted and preferred brand of engineers, builders, contractors and individual house builders. Chemicals Grasim set up a rayon grade caustic soda unit at Nagda in 1972 to achieve reliable and 18

economical supply of rayon grade caustic soda, which is an important raw material in viscose staple fibre production. As one of the leading caustic soda manufacturers in India, Grasim uses cost-effective membrane cell technology and is 100 per cent self-sufficient in power. Textiles Grasim, through its subsidiary, Grasim Bhiwani Textiles Limited has a strong presence in fabrics and synthetic yarns. Grasim Bhiwani Textiles is well known for its branded suitings, Grasim and Graviera, mainly in the polyester cellulosic branded menswear segment. It has its textile plants located at Bhiwani in Haryana and at Malanpur in Madhya Pradesh. GRASIM INDUSTRIES: VISCOSE STAPLE FIBRE SECTOR Grasim is Indias leading fibre manufacturer and the global leader in viscose staple fibre (VSF), a man-made, biodegradable fibre with characteristics akin to cotton. Grasims VSF plants are located at Nagda in Madhya Pradesh, Kharach in Gujarat and Harihar in Karnataka, with an aggregate capacity of 333,975 TPA. Grasims unit at Nagda is its largest unit producing a wide range of VSF to suit customer requirements in terms of length, denier and colour, and also second- and third-generation fibres like Modal, Excel and Solvent Spun fibres, respectively. The Nagda unit is the largest producer of spun-dyed speciality fibre in the world. The Harihar unit houses a facility for the manufacture of both VSF and rayon grade pulp, the basic raw material for VSF. The companys rayon grade pulp plant was the first pulp manufacturer in India to use totally indigenous wood resources with in-house technology for producing rayon pulp with an innovative oxygen bleaching process to reduce the use of chlorine. The VSF plant at Kharach, set up in 1996, employs the most modern technology, giving it a competitive edge in the export market. Grasim is also the largest producer of Sodium Sulphate, a by-product of VSF manufacture. This chemical is widely used in the paper and pulp, detergent, glass and textile industries.

Grasim has the following overseas joint venture companies: :: AV Cell and AV Nackawic in Canada :: Domsj Fabriker AB in Sweden :: Birla Lao Pulp and Plantation Limited in Laos :: Birla Jingwei Fibres Company Limited in China The spread and scale of operations make Grasims VSF operations very cost competitive. Vertical integration into plantation, manufacturing of rayon grade pulp and horizontal integration into production of caustic soda, a principal raw material required for VSF production, intermediate inputs like CS2, sulphuric acid along with captive power and steam generation facilities, further enhance its competitive edge. With the capability to offer the entire range of cellulosic fibre under the umbrella brand of Birla Cellulose, Grasim has positioned itself as a dependable supplier of cellulosic fibres for Feel, Comfort and Fashion across global markets. Grasim has ventured into the production of high-performance viscose fibres to help the company penetrate into niche markets and grow further. Grasims viscose fibres have been branded Viscose Plus, High Wet Modulus Fibres (Modal) and the new generation Solvent Spun Fibres and Birla Excel

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Birla Cellulose is the Aditya Birla Group's umbrella brand for its range of cellulosic fibers. 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, non-woven etc. Fiber is one of the oldest businesses of the Aditya Birla Group that commenced in 1954. Birla Cellulose is a world leader in viscose staple fiber (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.

World leader in VSF Commenced operation in 1954 Fully integrated operations in Viscose starting from forest through pulp, fiber, yarn and garment Captive energy resources Geographically well-spread manufacturing locations Diversified product range Global marketing network In-house R&D facility for fibers In-house Application Development Centre Patented heavy metal free environment friendly processes

Vision and values To be the world leader in man-made cellulosic fiber. The company believes in value-creation for all its stakeholders, through innovative research and development initiatives which in-turn develop the market for man-made cellulosic fibers. Companies and units - An integrated outlook Birla Cellulose is growing by leaps and bounds through both organic and inorganic route. The efforts towards integration and self sufficiency are as follows:

Backward integration into pulp and plantation Captive power plant at all locations In house manufacturing of all major chemicals and auxiliaries used in VSF manufacturing. In house engineering division that caters to new project implementation 20

Birla Viscose Parameters Denier Cut length Cut length Variants available 0.8 12 32mm to 44mm (upto 2 denier) 32mm to 44mm (above 2 denier) Bright bleached, dull, semi dull, grasi nep, grasi rib, SpunShades, anti-bacterial, chlorine-free, grasi sorb (hollow flat) Details

Birla Viscose Plus Benefits of blending with Birla Cellulose 1.2 to 1.5 32 mm to 51 mm

Birla Cellulose blends Denier Cut length

Birla Modal Benefits of blending with Birla Cellulose 0.9 - 1.5 32m to 51 mm

Birla Cellulose blends Denier Cut length Birla Excel Birla Cellulose blends Denier Cut length

Benefits of blending with Birla Cellulose 1.2 - 1.5 32 mm to 51 mm

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Aditya Birla Group, has launched its new product Kara Skincare Wipes, in 2008. Kara Skincare wipes is a solution to skin care regime out of home a convenient way to be at you best always. Sometimes your hectic schedule leaves you with little time to take care of your skin. But with Kara Skincare wipes in your bag, you can now take care of your skin even when youre on the go. With a unique formulation of natural ingredients, these wipes are easy to use anytime, anywhere. Whats more, they are made from Birla Cellulose, a fiber that is 100% natural and biodegradable. Kara Skincare wipes are: Convenient Hassle free application of lotion without using cotton balls. Portable Optimized Efficacy 100% Natural and Biodegradeble Hygenic Alcohol free Dermatologically Safe Assurance of The Aditya Birla Group The brand has the tagline At your best, Always. This clearly communicates the core brand positioning. The brand is being promoted as the anytime solution to look good.Most of the 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 onthe 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. While Kara is made up of non-wovenfabric which absorbs sweat, extra oils from the skin without scrubbing it. It doesnt wither when rubbed hard and doesnt leave lint on facial skin or stubble. Raw Material Used for KARA Kara 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 doesnt wither when rubbed hard and doesnt 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 skinfriendly 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.

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How it works The science behind this dullness is the formation of unstable molecules called free radicals when your skin is exposed to elements like pollution, sun, wind, temperature, and stress during the day. These react with the skin to deplete skin proteins (collagen) and thus weaken the skin substrate to cause a slow continuous ageing, which one does not realise till the effects start showing in the form of wrinkles and sagginess. How do we prevent this? The answer lies in a regular dose of nourishment for your skin that is rich in antioxidants. With a new innovative product range of Kara Skincare Wipes rich in natural extracts, this once incurable problem has found an extremely simple answer. What you could not do so far through the day is now possible as many times as you want. A critical three step action which cleans your skin, gives it essential hydration and replenishes the vital nutrition of the skin can be done in one easy swipe, thanks to the advanced skin wipe technology from Kara. Its unique innovative three step action that is set to change your skincare routine, and ensure that the skin stays young and vibrant all though the day.

1. Skin cleaning: Skin experts recommend thorough cleaning of the face before applying anything in order to avoid blocking of pores with lotions which can result in boils, acne and pimples. To take care of this, every skincare wipe has fibrils on its surface which ensure thorough cleaning of the skin pores when they come in contact with the skin. 2. Hydration: The benefits of water in preventing skin ageing and dullness are well established. Each skincare wipe has 80% aqua loading which is transferred to the skin, ensuring a rich, ageless and healthy skin. 3. Nourishment: Antioxidants are substances that combat free radicals, and thus help reverse the process of ageing. A steady dose of antioxidants through the day helps in preventing skin ageing. Each Kara wipe has natural ingredients like avocado, aloe Vera and almonds etc. which serve as antioxidants, and thus nourish the skin constantly to gradually reveal flawless glowing skin. This three step action was always a very critical need for the skin, and with the revolutionary wipe format of skincare, it has enabled women to rectify dull sagging skin all through the day. Additionally, a mesh like structure of the easy-to-carry around wipe helps to hold just the right amount of lotion for one time usage, and a superior applicator technology that regulates the uniformity of lotion absorption into the skin. Therefore, the right amount of skincare at 23

the right time is the Kara way of doing skincare. Make Kara skincare wipes a habit, and see your skin rejuvenate and glow with health and beauty, forever!

Manufacturing Facility of KARA Kara wipes are manufactured at the companys 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. Aditya Birla Group launched this product i.e. KARA skincare wipes in 2008. It is basically a solution to skin care regime out of home a convenient way to be at your best always. Sometimes your hectic schedule leaves you with little time to take care of your skin. But with Kara skincare wipes in your bag, you can now take care of your skin even when you are on the go. With the unique formulation of natural ingredients, these wipes are easy to use anytime and anywhere. Whats more they are made from Birla Cellulose, a fibre that is 100 per cent natural and biodegradable. Kara skincare wipes are the Indias first branded skin care product. These types of products are very popular in west but in India the category is new one. Although Indian consumers are familiar with the products which are imported, is the first time that an Indian company entered this segment. The brand also marks Aditya Birla Groups foray into the Indian FMCG market. According to reports, wipes market is worth around Rs. 30 crore (Source: Ginny filament Website). Kara skincare wipes are positioned as an essential skincare accessory. The brand is targeting the young lady professionals who often need to meet lot of people. The brand aims to create a new category of wipes in India. Hence the challenge is to educate the target population about the usefulness of this product. Hassle free application of lotion without using cotton balls. Portable Optimized efficacy. 100 per cent natural and biodegradable. Hygienic. Alcohol free. Dermatologically safe. Assurance of Aditya Birla Group

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VARIANTS OF KARA
Deep Pore Cleansing Wipes

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

Sunscreen Wipes

Kara sunscreen wipes has a formulation of SPF 20 which protects the skin from the adverse effects of UV A and UV B sun rays. It is enriched with antioxidants like plum extract and vitamin E that nourishes the skin and Aloe Vera that keeps the skin moisturized.

Moisturising Wipes

Kara Moisturising 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 extract that tighten the skin and maintain the normal pH balance.

25

 Make Up Removal Wipes

Kara Make-Up Removal Wipes are enriched with Lavender and Seaweed extracts that removes the make-up in just one swipe. Refreshing Facial Wipes

Kara Refreshing wipes are 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.

Baby wipes

Aditya Birla group announced its foray into the baby care segment in India by launching BABY WIPES 100 per cent natural and biodegradable baby care wipes in 2009. Product portfolio includes Complete Cleansing Wipes, Germ Shield Wipes and Skin Nourishing Wipes. These wipes are safe for the babys delicate skin as they are alcohol free, hygienic, hypoallergenic and dermatologically tested. Since Baby wipes (meaning pure and diminutive) is made from Birla Cellulose, soothes the babys tender skin with its soft and nature-friendly properties. While the usage of baby wipes is growing in India, there is limited access to quality products at the right price points. Most of the products available today are imported, and are primarily regular wet wipes that do not serve the specific needs of baby care. Baby wipes fills this gap with its three distinct variants, aiming to satisfy the need of Smart Moms.

26

Most of the 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. While Baby wipes is made up of non-woven fabric which absorbs sweat, extra oils from the skin without scrubbing it. It doesnt wither when rubbed hard and doesnt leave lint on facial skin or stubble. Characteristics of Baby Wipes Safe for babys skin. Hygienic. Hypoallergenic Dermatologically tested. Alcohol free. With mild fragrance. Convenient- hassle free cleaning and application of lotions without using towel or cotton balls. Portable. With optimized efficacy. For complete baby care . Hand sanitizeg wipes

hand sanitizing wipes have been shown to clean and sanitize hands more effectively than rubin gels. These sanitizing wipes are extra tough on germs, killing 99.9% of germs. Though there are few companies who manufacture sanitizing wipes, but all of them are alcohol based. Hand sanitizing is the only sanitizing wipe which is Triclosan based and as sufficient as alcohol in killing germs. Triclosan is one of the antibacterial and antifungal and even toothpaste. Grasim Industries outsource Triclosan from vivimed Labs based in Hyderabad.

27

The wipes contain 0.1% Triclosan which is sufficient to give required anti bacterial properties. Rub-in gel sanitizings can not remove stain marks or dirt but sanitizing wipes are very efficient in cleaning hands. It is gentle on hands, containing moisturizers, aloe vera and silicones. Clinically tested, our hand sanitizing wipes provide convenient protection anywhere, anytime when soap and water are not available. It is an excellent product for anybody seeking hygiene and prevention from infections.

28

CHAPTER 3

IMPORTANCE OF THE STUDY

29

IMPORTANCE OF THE STUDY

Today the business environments are becoming more & more prone to rapid change. Today the business problems are very complex and change has become a part of every business. Its not difficult to be number one in the market, the difficult is to retain the number one position, once you again it. Thus preparing for future business risks is a big necessity.

Today innovative science encourage the scientists to create new gadgets to make the mankind effortless, happy now and for every.

The Wipes industry is very much booming in India. All the companies are launching their products according the competition. Kara wipes also launch many products to sustain in the market, like Kara baby wipes & Kara hand sanitizing wipes. Another main aim to conduct this study was to understand the retailers reactions and expectation towards the KARA and to reduce the gap between the expectations of retailers and in actual. The study of consumers responses helps firms and organizations improve their marketing strategies.

30

CHAPTER 4 SCOPE OF THE STUDY

31

SCOPE OF THE STUDY

The scope of study is to understand the problem faced by the company while increasing the retail outlets. With the help of this project in Ghaziabad . Cooperative By this study company will get the information about current competitive position of the Kara wipes in the market.

The whole approach of marketing pivot around the tenet of meeting the consumer wants. It is essential to understand what the consumer wants, how he\she perceive the product (service) , what exactly(ideally) does he\she wants to derive out of the product(service), how does he\she make the brand choice decision , what are the sources of information influence processes?

32

CHAPTER 5 LITERATURE REVIEW

33

LITERATURE REVIEW

A process by which individuals organize & interpret their sensory impressions in order to give meaning to their environment.

A wet wipe, also known as a wet nap, wet towel, or a moist towelette, is a small moistened piece of paper or cloth that often comes folded and individually wrapped for convenience. Wet wipes are used for cleaning purposes, like personal hygiene or household cleaning.

Wet wipes are produced as air-laid paper where the fibres are carried and formed to the structure of paper by air. They are moistened with water or other liquids like isopropyl alcohol depending on the applications. The paper might be treated with softeners, lotions or added perfume to get the right properties or "feeling". The finished wet wipes are folded and put in pocket size package or a box dispenser.

34

CHAPTER 6

RESEARCH DESIGN

35

RESEARCH DESIGN
Research methodology/ Design mean the procedure used and method applied for the collection of data used in the completion of the project report. The research design spell out how you are going to achieve the stated research objectives. Data collection Method Specific research instrument. The sampling plan that you will use for collecting the data. Sampling units Sampling size Selection of sampling units Sampling media

Type of research

I have done my research survey under exploratory research. It is also termed as formulate research studies.

Research problem

Research problem is the foundation of any research method. Any research cannot be a pure research. There are always some limitations. With the research under which a researcher has to work. My research has also some limitations which are as follows. 1. Some retailers dont give the remarkable answer, so the surveyor has to make his own assumption 2. Since the survey has been conducted in Ghaziabad, being so big place it might not give true picture. 3. The time period allotted for the study was limited as it had to be completed with this stipulated period of time. 4. The number of respondent covered in the study is limited. Although all efforts has been taken to make this study a representative of total market of Ghaziabad, the sample size is too small so that data are not reliable. Most of the customer were busy in their work and

36

saying sorry I dont have time .So it was very difficult to access information from those people. 5. The respondents were unable to read exact data spontaneously. It is very difficult to catch the exact word of customers through questionnaire.

RESEARCH OBJECTIVE The objectives of our research are to: Challenges faced in brand promotion & product placement of KARA being as new product in Ghaziabad market. To understand retailer perception & expectations and behavior towards KARA. To study the perception of consumers and their behavior towards KARA skincare wipes sthrough sampling To make people aware about KARA skin care wipes

How Kara is substitute of cosmetics and to make KARA wipes as habit in Indian market. Convert consumer towards a healthy solution for Family Health & proper solution for Refreshment Guide the consumer towards proper understanding of wipes & Health v/s wipes & Refreshment. Finding consumer insight on the understanding of relationship between wipes & Family Health. SAMPLE SIZE Sample size refers to the numbers of respondents you have selected for the survey. I have selected 160 Consumer from different locations in Ghaziabad. According to a famous statistician YULE the objective of sampling is to get maximum information about parent population with minimum effort.

SAMPLING TECHNIQUE The sample design provides information on the target information and final sample sizes. Sample design is sometimes used in a clearly defined sense, with reference to a given frame, as the set of rules or specification for the drawing of a sample.

Type of sampling method

37

I have chosen non-probability sampling method; I have purposively chosen the particular units of the universe for constituting a sample. We can also say that this is a haphazard or convenience sampling.

Data collection For preparing this project I have used primary data, which was gathered through market survey in Ghaziabad region using questionnaire.

Since I had to prepare this project on the basis of current market in the Ghaziabad region. So, I decided to gather the primary data rather taking help from the secondary data gathered by the researcher in the past. I have visited different retailers in Ghaziabad region market to gather the information for completing this project.

I found it easier to approach the consumer by going directly to them at the time when they are free especially in the lunch hour or in the evening when they are free to spare their time for us. It was easier for me to convince them to spare their time to respond to my questions. So I decided to do for market survey using questionnaire.

Data collection tool

I have used Questionnaire, as the research instrument to conduct the market survey. The questionnaire consisted of a mixture of open and closed questions designed in such a way that it should gather maximum information possible. The questionnaire was a combination of 7 questions. If choices are given it is easier for the respondent to respond from the choices rather they think and reply also it takes lesser time. Because the keep on responding and one has tick mark the right choice accordingly.

Sources of secondary data Company website. Internet.

Software and operating system MS OFFICE

38

CHAPTER 7

DATA ANALYSIS

39

DATA ANALYSIS
Taken the sample of 160 retailers in Ghaziabad market . It was found that 127 retailers know the wet wipes. 118 retailers were selling wet wipes. Only 48 retailers are knowing kara wipes. Only 21 retailers were having kara wipes. Most of the retail shop selling wipes of himalaya(54) ,Johnson(109) & others (70). We have added 25 new retailers in kara wipes. 29 retailers were placed orders. Some retailers (4) having the complain with kara . Only 2 retailers are participating in display contest of baby &hand sanitizing wipes. 11 retailers having complain regarding distributer. Total sales during training period is worth of Rs.25900. Total sales of refreshing wipes is worth of Rs.15540. Total sales of skin care wipes is worth of Rs.4570. Total sales of baby wipes is worth of Rs. 4800. Total sales of hand sanitizing wipes is worth of Rs. 990.

Analysis of Indian wipes market 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. Competition Analysisof Kara Wipes Grasim Industries 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 lady 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. Kara has a good potential to create and own a new category. The brand already has the first mover advantage. But the category does not have much entry barriers. It can face stiff

40

competition from cheap imports. But Kara has the financial backing of Birla group and the investment in building this brand will pave the way for another successful marketing story. As the advertisement with Anushka Sharma and Sharman joshi has also started which is also enhancing the sales of Kara, it will also be able to tackle competition with it. It clearly tells that Kara wipes are not only for women but are also for men as shown in the advertisement of Kara wipes. Competition is also raising in wipes market as the market of wipes is untapped in India. Many domestic cosmetic as well as non-cosmetic companies such as Johnson & Johnson, Bilt, Gini and Good Look have enterned into the market with their low price wipes to capture the market share. Simultaneously, many Chinese wipes are coming to India with their lower cost and trying to capture market of wipes as in many shops of wholesale market in Ghaziabad. Low prices along with more wipes are being offered to wholesalers.

Threat of Substitute There are many substitute of this product. Some has direct competition of the product such as cheaper Chinese wipes, wipes of Johnson and Johnson etc. Some are indirect competitor of Kara such as handkerchief, towel, tissue paper etc. Bargaining Power of Suppliers The main raw material used in making wipe is Viscose Staple Fibre (VSF) which is largely manufactured by the cellulose division of Aditya Birla Group. Aditya Birla Group sells Viscose Staple Fibre to so many domestic and international companies those use this VSF in making of wipes and other products. For Kara, there is no bargaining power of supplier because its own parent company produces the raw material. On the other hand, for other wet wipes manufacturer, bargaining power of supplier is very high due to sole supplier of VSF. Bargaining Power of Customers Being availability of different variants of wet wipes of different companies such as Johnson & Johnson, Bilt, Kara, Good Look and different Chinese companies, wipes market is like buyers market rather than sellers market. Now, customers have wide range of choice of product and have power to influence the price of the product.

41

SWOT Analysis of Kara Wet Wipes Strength 1. Under the flagship of well known brand Aditya Birla Group 2. Segmentation of specific wipes for specific purpose 3. Availability in seven variants which is maximum number of variants compare to its competitors 4. Alcohol free product 5. Convenient for customers to use in busy and any situations. 6. Hassle free application of lotion without using cotton balls. 7. Superior Quality 8. Portable It can be easily carried 9. 100% Natural, hygienic and Biodegradable produc 10. Dermatological Safe 11. The product is made up of pure viscose which has a 10 times better absorbing power than cotton. 12. Best Brand Compactly packaged and pre-moistened Kara skincare wipes give a hygienic, convenient and effective skincare solution to the consumers on the go. These wipes are easy to carry and use. They are highly effective with unique formulations having natural ingredients that nourish the skin. They are alcohol free and dermatological safe. Kara is made from Birla Cellulose, a fibre that is 100 percent natural and biodegradable. 13. Free promotion 14. Company has been focusing merchandising of KARA at potential stores of the city. Weakness 1. KARA hasnt been spending much on advertisement which leads to low level of awareness in market. 2. No infrastructure in Ghaziabad obstacle in operation. 3. Retailers have very less margin as compared to other brands. 4. Comparatively high price 5. Irregular follow-up by the salesman is hindering the sales to go up.

42

Opportunity 1. Ghaziabad is one of the fastest developing city in Uttar Pradesh. It is second fastest growing city of U.P after Noida. Due to which there is a lot of potential in Ghaziabad as a market for Kara wet wipes. 2. Ghaziabad has one of the highest consumer expenditure for cosmetic market. Standard of living, status symbol & life style have been on rise thus pushing up such demand. Growing market of skin care products in Ghaziabad. 3. Hotels have been on rapid rise in Ghaziabad. Demand of wet wipes is high in hotels. 4. Restaurants can provide KARA wet wipe to their customers for refreshment. 5. Beauty Parlour Opportunity came out for Kara is refreshing wipes and makeup removal could be used in beauty parlour operationslike facial, makeup, cleansing, body spa, massage etc could add value to customer and in some of operation they could charge more from customers. KARA can target local branded beauty parlours. 6. Gyms KARA could be use in GYM for refreshment purpose of customer after exercise. 7. Travel agency KARA wet wipes is mostly used during travelling so travel agency can be targeted. 8. People are gradually getting acquainted with the western concept of wet wipes. 9. Huge untapped market. 10. Climate of India is favorable for such products. 11. Growing market of Skincare products in India Threats 1. Stiff competition from cheaper Chinese wipes. 2. Very new concept of wet wipes in India. 3. High level of competition from main rivals like Johnson & Johnson, Mystique, Dove, Fresh Ones.

The Chinese wipes have always gained a lot of popularity and it is very difficult to remove their mark from the customer mind.

43

CHAPTER 8

DATA INTERPRETATION

44

DATA INTERPRETATION

After collection of data, next task of research process is analysis and interpretation of data. Questionnaire is processed and edited to make sure that all question are answered. He resulting data should be logical and consistent. After editing, data are tabulated and analyzed. Data analysis includes the statistical test which may be editing, coding, tabulation, interpretation. Coding is the assignment of numbers to the observation so that data can be analyzed, whereas tabulation refers to classification and cross classification of observed data. The above things are common in all type of market research project. Statistical tests are applied to certain such research where data are complex and casual relation is to be established.

Statistical tests are useful to describe the data at hand, test hypothesis and make predictions or estimates. Descriptive analysis is use to reduce data at hand to a smaller set of number of summary measure represent information.

45

Q 1. Do you know wet wipes?

33 yes no 127

INTERPRETATION
Out of 160 retailers 127 were knowing wet wipes.

Q 2. Are you selling wet wipes.

140 120 100 80 60 40 20 0 yes no 42 118

INTERPRETATION
Out of 160 retailers 118 were selling wet wipes.

46

Q 3. Are you know kara wipes.

120 100 80 60 40 20 0 yes no 48 112

INTERPRETATION
Out of 160 only 48 retailers were knowing kara wipes.

Q 4. Which brand are you selling.

120 100 80 60 40 20 0 kara 21

109

54

70

Column3 Column2 johnson Column1 himalaya others

INTERPRETATION
21shops having kara,109 johnson, 54himalaya, 70 others.

47

Q 5.like to place order in kara wipes.

140 120 100 80 60 40 20 0 yes no 29 131

INTERPRETATION
Out of 160 stores only 29 are like to place order.

Q 6. Do you have any issue with kara wipes.

distributer

11

company

10

12

INTERPRETATION
Out of 160 retailers 11 having the problem with distributer & 4 having issue with company.

48

Q 7. Like to enroll in display contest.

180 160 140 120 100 80 60 40 20 0 Yes No 2 158

INTERPRETATION
Only 2 retailer enroll in display contest.

SALES OF SKIN CARE WIPES

1400 1200 1000 800 600 400 200 0 MOISTURISINGMAKE UP DEEP PORE TONING SUN SCREEN 1150 1150

910 720 640

INTERPRETATION Total sales wipes of worth 25900, skin care is 4570. Sun screen -640 Toning-1150 Deep pore-1150 Make up - 720 Moisturising- 910 49

SALES OF SKIN CARE WIPES IN PACKS

15 10 5 2 0 moisturising 0 mak-up deep pore toning sun screen 2 2 8 10s 0 25s 11 12 15

15

INTERPRETATION
In Moisturising 10s-11 , 25s-2., In Toning 10s-15,25s-2 , In Deep pore cleansing 10s-15, 25s-2 , In Make-up removal 10s-12,25s-o, In Sun screen 10s-8, 25s-0.

SALES OF REFRESHING WIPES.

10000 8000 6000 4000 2000 0 Avm Avc 6360 9180

INTERPRETATION
Total sales of wipes 25900, total sales of refreshing wipes is 15540. Avm -6360, & Avc- 9180

50

SALES OF REFRESHING FACIAL WIPES

70 70 60 49 50 5s 40 30 30 20 10 0 AVM AVC 14 14 10s 20s 30s 62 60 62

INTERPRETATION
In AVM 5s-49 ,10s-62, 20s-30, 30s-14. In AVC 5s-60, 10s-62, 20s-70, 30s-14.

SALES OF BABY & HAND SANITIZING WIPES.

5000 4000 3000 2000 1000 0 baby wipes hand sanitizing wipes 990 4800

INTERPRETATION
Total sales of hand sanitizing wipes is worth of 990 & baby wipes of 4800.

51

SALES OF BABY & HAND SANITIZING WIPES IN PACKS

33 33 32.5 32 31.5 31 30.5 30 29.5 29 28.5 baby(80s) hand(10s) 30

INTERPRETATION
In Baby wioes (80s)-30, & In Hand sanitizing wipes(10s)-33,

KARA WIPES SALES.

Sales
990

4800

refreshing skin care

4570

15540

baby wipes hand sanitizing

INTERPRETATION
Total sale in kara wipes is worth of 25900 Rs. In refreshing- 15540 & skin care- 4570 In baby wipes-4800 & hand sanitizing 990.

52

SALES ORDER SHEET

S.No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29

Outlet Name LADY FANCY CORNER BHARTI CHEMIST JAIN MEDICINE CORNER SHIVA MEDICOS VASHU MEDICAL STORE JAIN MEDICOS OM SAI MEDICOS NEW COSMIC HOUSE SHAGUN COLLECTION MAHI COSTMATIC ZONE RISHAB MEDICOS PANWAR MEDICOS SHRI KRISHNA STORE GOEL MEDICAL STORE SHIKHA MEDICAL STORE M K MEDICOS SHRISHTI MEDICOS EVERY DAY MART D BEST NEELKANTH TRADERS TANEJA PHARMACEUTICALS Arora medical store Gopaljee J.M.D medicare Avon beauty palace Shyam medical shivam beauty palace Shree gopal pharma &surcgical Remedy center

Full Address LAJPAT NAGAR, SAHIBABAD B8,G9,AROCON APPARTMENT SHALIMAR GARDEN B4,MEENAL APPARTMENT C119,CHARMS APP,SHOP NO 10 SHOP NO 12, C18 C25,G2 B80,G2 S32,B SB 23,NEAR SBI C20, SHOP NO 2, S-5A,SHAMA PLACE PLOT NO 822,SHOP NO 4, PLOT NO342 B 230,S.NO4,MAIN SHALIMAR B 204, S.NO 2 MAIN SHALIMAR GF-26,SHOOPING COMPLEX,GALLERIA MARKET LGF-26,GALLERIA MARKET. LGF-1,GALLERIA MARKET SHOP NO 97/7,RAM SING PALACE,NAI BASTI SHOP NO97/4,RAM SINGH PALACE,NAI BASTI D2,nehru nagar shop no 14,d block,kavinagar sec-10/49, rajnagar sec 10 market rajnagar sec 10 market rajnagar sec 10 market rajnagar g1/133 nai basti 10, nai basti

CONTACT NO

9582404646 9210303156 9958837900 9650578572 8800384542 9968263941 9818343971 9650012195 9871643071 9891079858 088OO838331 088O2666294 9911516064 9958422547 9654085328 7838660261 9873049431 9818892967 9818213235 9810747380 7428084814 9810285710 9873813462 9818224335 9953802607 9873003602 9891545030

53

KARA Makeup Remv. 10s Makeup Remv. 25s MOIST-HOA 10s MOIST-HOA 25s Toning-ROT 10s Toning-ROT 25s Sun S.-PLA 10s Sun S.-PLA 25s REF-AVM 10s REF-AVM 20s REF-AVM 30s REF-AVC 10s REF-AVC 20s REF-AVC 30s REF-AVM 5s DPC-Joe 10s DPC-Joe 25s

HANDS Sanitising Wipe 10s

REF-AVC 5s

Kara Baby

VALUE 120

6 2 2 2 3 6 1 1 1 2 3 3 3 3 3 3 3 3 6 2 6 3 3 3 3 3 2 3 3 3 6 3 1 1 3 1 3 4 3 1 2 1 1 6 6 1 12 6 12 3 3 3 6 12 3 12 12 6 15 2 11 2 60 6 62 70 14 6 49 3 12 6 3 12 12 6 62 30 14 8 15 2 12 3 6 12 3 30 3 33 3 3 6 3 3 12 4 13 3 3 3 6 3 12 6 12 4 3 1 12 1 12 3 3 3 2 3 3 2 2 3 6 3 1 1 1 3 2 2 2 2

610 1330 240 240 240 140 120 510 840 260 1470 1320 380 410 240 1320 390 660 2400 940 500 960 1710 1260 600 2700 2760 1230 25900

54

CHAPTER 9 CONCLUSION

55

CONCLUSION
New product development (NPD) should start with an insight based on consumer needs. Throughout the NPD process, market research is a valuable tool for the company to check viability and minimize the risk of the product launches. Being an international company, it is essential that it develops new products using the insights of consumers across markets and cultures. This ensures the products are relevant to a large number of global consumers and will deliver the maximum return when launched. This maximizes return on investment for the company and results in happy, satisfied and loyal wholesalers and consumers. There is need to popularize kara in new locality like RAJNAGAR EXTENSION & CROSSING REPUBLIC because of good standard area. As per the marketing research its been concluded the following observation: 1. Quality of the wipes is being appreciated by most of the customers 2. High competition from other brand of wipes such as Johnson& Johnson 3. People are getting more conscious regarding brands, quality, and hygiene.

4. Consumers especially women, prefer buying the products of brands like Loreal,
Dove, Ponds, Himalaya, etc. because they have been using the other cosmetic items such as face wash, cold cream, moisturizing cream etc. of these brands and prefer to buy the wipes of the same brand.

56

CHAPTER 10

LIMITATION

57

LIMITATION
Lack of awareness in the market in traditional business scenario. Delay in the delivery of the product by distributer. Disturbance in channel distribution due to credit policies. Unavailable of latest product in market. Preference to chines wipes due to low market price. Delay in the replacement of damage product. Lack awareness regarding baby wipes & hand sanitizing wipes. Lack of advertisement strategy in the company. Tough fight with dominant Johnson & Himalaya in the market. Unaffordable pack size of baby wipes. Customer feels that it can be used only while traveling . Totally a new concept needs to take time to educate people about Kara. Due to very less advertising of the product by the company, the awareness about the product has not spread among both retailers and consumers. It is important to make it clear to the consumers that it is not just another refreshing wipe but it is the entire skincare range of wipes. Price factor also raises concern for the retailers due to lesser margin. Convincing the consumers and retailers is the main issue.

58

CHAPTER 11

RECOMMENDATIONS & SUGGESTIONS

59

RECOMMENDATIONS AND SUGGESTIONS

Make the awareness of the consumer through unique advertising tactics such as adds like holdings , banners, posters, door to door marketing, sample distribution. Monetary reinforcement should be provided on interval (timely) to motivate the distributer to supply the product on time. There should be coordination between distribution channel , company should make the changes in credit policies by extending time duration of payment. Production department should implement JIT (just in time manufacturing of product according to demand in the market) strategy so that current manufactured product can be delivered on time. Decreasing the production cost by making effective changes in the product integrants to reduce the all over cost of the product. Speed up the replacement process damage product, to enhance the future sale of the product & to maintain good will . Free sample distribution & door to door technique can be applied on both retailers & consumers for awareness of the product. If the company have the enough fund so it should step forward in advertisement by using mass media. Merge with social events to gain the attention of the target customers, Face value should be taken in account while selecting the brand ambassador of the product. Small packs like sachet should be introduce so that it can be affordable to the consumer (eg. 10s, 20s, 40s, in kara baby wipes to fight with Johnson). It gradually increase the sales of the product. Using Hand sanitizing in High-end restaurants: Hand sanitizing is a very good substitute of conventional fingerbowls which are used in restaurants. Expensive restaurants in 5 star hotels which offer Indian food to its guests, give fingerbowls to them for cleaning their hands. It could be replaced by Hand sanitizing which offers better sanitation properties and can help restaurants for environmental audit.

60

CHAPTER 12 SCOPE FOR FURTHER STUDY

61

SCOPE FOR FURTHER STUDY

The whole approach of marketing pivot around the tenet of meeting the consumer wants. It is essential to understand what the consumer wants, how he\she perceive the product (service) , what exactly(ideally) does he\she wants to derive out of the product(service), how does he\she make the brand choice decision , what are the sources of information influence processes?

In order to take the decision further any marketer would constantly monitor such information an obtain a continuous feed back of the trends in market. As such marketing research is an effective tool for measuring the consumer aspiration trade channel behavior competitive action etc. It provides a linkage between the corporate environment and the marketing organization.

Marketing research thus may be viewed as an important tool used as an aid for the taking problem in marketing.

62

CHAPTER 13

BIBLIOGRAPHY

63

BIBLIOGRAPHY
BOOKS REFERRED (AUTHORS NAME): 1. Agrawal D.R. 2005 Business Ltd. India. Statistics Published By Vrinda Publication (P). 2. Kotler Philip, 2007, Marketing Management Published by Pearson Education New Delhi. 3.Kothari C.R.2006, Research Methodology Method & Techniques Published by New Age International (P) Ltd. New Delhi. 4. Schiffman & Kanuk 2005, Consumer Behavior Prentice Hall Of India (P). Ltd. New Delhi.

WEBSITES:

http:// www.google.com http:// aditay birla group.com http://grasim industries ltd.com http:// birla cellulose.com http:// kara wipes.com http://scribd.com

64

APPENDIX
Questionnaire for execution among retailers.
Q 1. Do you know wet wipes. Yes( ) no( )

Q 2. Are you selling wet wipes. Yes ( ) no( ) Q 3. Are you know kara wipes. Yes ( ) no( ) Q 4. Like to place order in kara wipes. Yes ( ) no ( )

Q 5. Which brand of wipes are you selling. Kara( ) Johnson( ) Himalaya( ) others ( ) Q 6. Do you have any issue with kara wipes. Company( ) distributer ( ) Q 7. Like to enroll in display contest. Yes ( ) no ( )

65

checklist of items for the Final Project Report

This checklist is to be duly completed, verified and signed by the student.
1. 2. 3. 4. 5. 6. 7. 8. 9. Is the report properly hard bound/Spiral bound. Is the Cover page in proper format as given in Annexure A? Is the Title page (Inner cover page) in proper format? (a) Is the Certificate from the Supervisor in proper format? (b) Has it been signed by the Supervisor? Is the Abstract included in the report properly written within one page? Have the keywords been specified properly? Is the title of your report appropriate? The title should be adequately descriptive, precise and must reflect scope of the actual work done. Have you included the List of abbreviations / Acronyms? Uncommon abbreviations / Acronyms should not be used in the title. Does the Report contain a summary of the literature survey? Does the Table of Contents include page numbers? (i). (ii). (iii). (iv). (v). 10. 11. Are the Pages numbered properly? Are the Figures numbered properly? (Figure Numbers and Figure Titles at the bottom of the figures) Are the Tables numbered properly? (Table Numbers and Table Titles at the top of the tables) Are the Captions for the Figures and Tables proper? Are the Appendices numbered properly? Yes / No Yes / No Yes / No Yes / No Yes / No Yes / No Yes / No Yes / No Yes / No Yes / No Yes / No Yes / No Yes / No Yes / No Yes / No Yes / No Yes / No Yes / No Yes / No Yes / No

Is the conclusion of the Report based on discussion of the work? Are References or Bibliography given at the end of the Report? Have the References been cited properly inside the text of the Report? Is the citation of References in proper format?

12.

Have you written your report according to the guidelines? The report should not be a mere printout of a Power Point Presentation. Source code need not be included in the report.

13.

A Compact Disk (CD) containing the softcopy of the Final Report and a copy of the Final Seminar Presentation made to the Supervisor / Examiner (both preferably in PDF format only) has been placed in a protective jacket securely fastened to the inner back cover of the Final Report. Please write your name and Roll No with a marker on the CD as well as the CD Jacket.

Yes / No

Declaration by Student:
I certify that I have properly verified all the items in this checklist and ensure that the report is in proper format as specified in the course handout.
Signature of the Student ________________________________

Date: Name: Roll No: AMIT JHA 12006

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