“Competition Analysis & Study of Potential Market for

Whiteleaf .”

Summer Internship Project Report

Submitted in Partial fulfillment of the requirement for

the award of

POST GRADUATE DIPLOMA IN MANAGEMENT

(PGDM)

Submitted To:

MANAGEMENT INSTITUTE OF LEADERSHIP

AND EXCELLENCE, Wagholi, Pune.

Submitted By:

Amit Giri Brahmanand

PRN No: 20170209060109

PGDM Batch: 2017-19

1
 DECLARATION

I, Amit Giri, studying in the second year of POST GRADUCATE

DIPLOMA IN MANAGEMENT (PGDM) at Management Institute of
Leadership and Excellence, Wagholi, Pune, hereby declare that I have
completed the Dissertation project titled “Competition Analysis & Study
of Potential market for Whiteleaf” as a part of the course requirement for
POST GRADUATE DIPLOMA IN MANAGEMENT (PGDM) Program.

I also declare that the work undertaken by me is original and has not been
copied from any sources. I further declare that the information presented
in this project is true and original knowledge and has not been submitted
to MILE or any other Institute for any examination.

Signature of Student:

Name of Student: Amit Giri Brahmanand.

PRN: 20170209060109

Date:

2
 CERTIFICATE

This is to certify that Mr. Amit Giri, studying in the second year of POST
GRADUATE DIPLOMA IN MANAGEMENT (PGDM) at Management
Institute of Leadership and Excellence, Wagholi, Pune, has completed the
Dissertation Project titled “Competition Analysis & Study of potential
market for Whiteleaf” as a part of the course requirement of POST
GRADUATE DIPLOMA IN MANAGEMENT (PGDM) Program.

Signature:

Name: Amit Giri

Date:

3
 ACKNOWLEDGEMENT

I express my deep sense of gratitude to Management Institute for

leadership and Excellence for giving me this opportunity

It is my pleasure for them and my grateful appreciation goes to Md.

Akshay Mehta and Veenu Mehta of Whiteleaf, for rendering me their
expertise, knowledge and giving me the opportunity of having a practical
experience through this internship program.

The study would be incomplete without advice, discussion and guidance

by Mr. Raju Varghese.

Last but not least, I would like to thank Faculty of MILE and other who
extended their helping hands to prepare this report.

Signature:

Name:

Date:

4
 Table of content

Chapter 1 ………………………………………………………………7-9
1.1 Executive Summary ………………………………………………….7
1.2 Company Profile / Product Profile …………………………………...8
1.3 Product and Brand of Whiteleaf ……………………………………...9

Chapter 2 ……………………………………………………………10-15
2.1 Competition ………………………………………………...........10-11
2.2 Frame Work of Competitive Analysis …………………………...12-15

Chapter 3 ……………………………………………………………….16
3.1 Problem definition …………………………………………………..16

Chapter 4…………………………………………………………….17-18
Research Methodology …………………………………………………17
4.1 Research Design ………………….…………………………………17
4.2 Data Collection from Secondary Source…………………………….17
4.3 Data Collection from Primary Source ………………………………18
4.4 Questionnaire development and pretesting …………………………18
4.5 Fieldwork ……………………………………………………………18

Chapter 5 ……………………………………………………...........19-27
5.1Data Analysis ………………….…………………………………….19
5.2 Methodology ………………………………………………………..20
5.3 Plan of Data analysis …………………………………………….20-27

5
5.4 Client Review Form………………………………………………27-28

Chapter 6 …………………………………………………………….....29
6.1 Limitation ...................................................................................…29

Chapter 7 …………………………………………………………....30-32
7.1Major findings …………………………………………………….…30
7.2Conclusions …………………………………………………….……32
7.3Recommendations ……………………………………………….…..32

Chapter 8………………………………………………………….…….33
Learning: …………………………..…………………………….………33

Chapter 9 …………………………………………………….……...34-35
9.1 Questionnaires and forms ……………………………….……….34-35

Chapter 10 ………………………….……………………….………….36
10.1 Reference ……………………………………………….………….36
10.2 Internet …………………………………………….……………….36

6
 Chapter 1

Executive Summary

Here is the internship report of mine on “Competition Analysis & Study of

Potential Market for Whiteleaf”. Since the Report are been done on my
internship under Business Development my project is about Competition
Analysis. “H2H Enterprises – Whiteleaf Group” is the trusted name for
Paper product and Packaging Sector. Whiteleaf Started his business from
2009 as trade Business for Tissue Product The Company’s objectives,
purpose, vision and mission are also given in this report. My job at
Whiteleaf is described in this report which includes my routine works and
other different works at internship. I have done some surveys and analyzed
them which were based on customer preference, customer demands, and
the results are described in the report. There were some limitations while
preparing the report. Finally I had some recommendation to Whiteleaf
which I felt would be beneficial for them to follow. Overall, the
experience and learning that I earned will be very beneficial and work as a
foundation for me for the upcoming journey. Starting from the way of
communication to the discipline, I admire everything that I learned in
these nine months.

7
1.2 Company Profile/Product Profile.
In the year 2009 whiteleaf got incorporated, H2H Enterprises is a head
quartered at Pune and has a state of art paper converting facility under the
brand ‘WhiteLeaf’ located at Wagholi, Pune. Apart from tissues our
converting capabilities include other varieties such as Paper Cups,
Aluminum Foils etc. The “WHITELEAF" Group today, is India’s most
diverse manufacturer of Tissue products. Quality and consistency have
been the hallmark of “WHITELEAF” for over 3 years of its existence in
this business. Tissue products such as Facial Tissue, Bathroom Tissue
Rolls, Paper Hand Towels, Tissue Napkins and Kitchen Rolls form the
core product offering of the Company.

Our USP: 1. Cost Savings: Since we are manufacturers catering to End

Clients Direct.
2. Quality products manufactured from Raw material sourced from some
of the most Reputed Paper Mills of India.
3. We offer product customization leading to strategic savings in terms of
consumption and price
4. We supply PAN India Our Strategy: We believe in understanding our
client’s requirement, recommending the best combination of products
which are customized to enable efficient use, thereby ensuring Best
Products at Best Prices.
Our wide spectrum of products also includes complete range of
Dispensing systems, Air Neutralizers, and exclusive range of Soap
Products. These products are being made available in India through
exclusive marketing arrangements with Companies and brands of Global
repute. H2H Enterprises is dynamically expanding its Distribution reach
targeting both Institutional and Retail (Consumer) markets in India and
surrounding countries. The WhiteLeaf group is dynamically expanding its
reach across India catering to both Institutional and retail segment. With
its ingrained commitment, the WhiteLeaf Group is looking to establish
itself as the most consistent and quality supplier of Customized Tissue
Products and other Integrated Hygiene Solution systems.
Sourced: http://www.twenty19.com/whiteleaf

8
1.3 Product and Brand of WhiteLeaf.

9
 Chapter 2
2.1 Competition:-
Why Competition?

“Competition is necessary evil.” It is necessary for health of the industry

and gives inspiration for new product & service development. Competition
being as important force needs to be feedback, the need for a framework
for competitor analysis, which is critical for understanding of competitor’s
strength & weaknesses.

Competition always motivate firms to revise their product portfolio as also

to revisit their product market to understand changing needs expectations
& perceptions of a different market segment. It also motivates to the
product future rich and versatile.

Market Development:-
Market Development is one of the major benefits of competition. By
publishing the product mix depth of distribution & prices competition
drives firms to look for opportunities in new market.

Motivation to Reduce Cost:-

Competition motivates firms to examine against the cost structure &
eliminate inefficiencies in the marketing system. Competition is the great
level are so far as product prices are concern this because most
competitors creates an in equilibrium in the market through the price
route. This is especially true a product group where a demand is
principally price sensitive.

10
Competitor of WhiteLeaf in Pune Region.
 Kimberly Clark
 Cleans
 Magic
 Ameco
 Scott
 Origami
 Balloon Junction

Major Competitor:
 Kimberly Clark
 Cleans
 Ameco
 Magic

11
2.2 Framework for Competitive Analysis:-

Analyzing the Compotators Strength and Weakness.

Competition, is one of the important market force needs to be tracked,
analyzed & maintained. Market leader always have a system to help them
hold any competitive moves. For this, it is not just important to know
competitor by name, but also critical to understand its major strength
& weaknesses. A competitor’s strength may be its marketing systems or
aggressive sales force or else its relationship with major external
environmental variables like government & financial institute or a
financial resources base. For the effective competitive analysis
only strength & weaknesses are not sufficient we need to consider other
key factors like market share of the company & 7ps of service marketing
i.e.

 Product
 Price
 Place
 Promotion
 Process
 Physical evidence
 People etc.

12
Competitive Analysis:-
“You May Be Good if your Competitor are Better, Then You Need to
Change”

Strength & Weakness:-

1) WhiteLeaf:-

Strength:

 WhiteLeaf was incorporated under the company’s act 2009 at the

imitative of the government of India.
 Cost strategy of leadership
 Services and products of higher quality
 System for paying online.
 Sometimes differential product strategy emphasizes on quality
beyond discounted
 Good Returns on Capital
 Strong Free Cash Flow

Weakness:

 Work dependent continuations

 Little differentiation.
 Bad publicity.
 No Distribution network.
 The demand of the highly profitable products is seasonal

13
2) Kimberly Clark.

Strength:-
 Highly successful at Go To Market strategies for its products
 Good Returns on Capital
 High level of customer satisfaction.
 Strong Brand Portfolio
 Strong dealer community

Weakness:-

 Investment in Research and Development is below to the fastest

growing players in the industry.
 Not very much good at product demand forecasting leading to
higher rate of missed opportunities compare to its competitors.
.

3) Ameco.

Strength:-

 High level of customer satisfaction

 Strong dealer community
 Strong distribution network
 Strong free cash flow

14
Weakness:-

 Not highly successful at integrating firms with different work type

of culture.
 No regular supply of innovative products
 The demand of the highly profitable products is seasonal

4) Magic.

Strength:-

 High level of customer satisfaction.

 Services and products of higher quality
 Strong Free Cash Flow
 Strong distribution network
 Strong dealer community

Weakness:-

 End up keeping higher inventory both in-house and in channel.

 No regular supply of innovative products
 Work dependent continuations

15
 Chapter 3
Problem Definition.

As it’s a Startup company which got incorporated in the year 2009,

whereas here the compotator are there in the market from past many years
then the Whiteleaf Establishment. As because of this many problems are
been arrived.

 As company do Direct marketing, where the Sales executive reach

directly to the Restaurant, Hotels, Hospitals Etc. After they
research and do meeting with the clients , but as the Whiteleaf
Product haven’t Sold to Reseller and Wholesaler people doesn’t
able to buy it for them and that the resion they dot know much
about the Whiteleaf tissue in market.
 The Second major Problem is that there are lacking of decision
making, as usually in restaurant the decision are been taken by the
restaurant owner where as in the day time the restaurant owner is
not been there in the restaurant so here the coming of decision is
very slow , because of this delays happen in getting they
confirmation.
 Know a day’s Swiggy and Uber Eats Are giving Offer on the
Website for all the disposable products which is as less as the
manufacturing cost. Products are (Tissue, Containers, Foil, Paper
bags Etc.)
 In Big Restaurant purchase manager they is to ask the material on
credit period in which the proper track are been not here that who
has received the material on delivery days.
 In Some Restaurant the Purchase Manager they is to be the
blockage for reaching to the owner for Direct meeting , as some of
them they ask 5% commission too to start a business with tissue
product for the every Month.

So this are the problems faced in the market by Whiteleaf.

16
 Chapter 4
Research Methodology
Research methodology refers to the process used to collect information
and data for the purpose of making business decisions. The methodology
may include publication research, interviews, surveys and other research
techniques, and could include both present and historical information.

I use to collect information of my clients through LinkedIn sales navigator

or company’s website.

4.1 Research Design

Before conducting a market research, your research objective needs to be
defined. Research objectives quite simply answer a simple question – Why
are you conducting this market research? Off course, that question does
not have a simple answer. The answer can go down in depth and become
10 more questions.

My objective was to find out contacts having knowledge of market

research, data analysis, business intelligence, compliance and insights.

A research design is a systematic approach that a researcher uses to

conduct a scientific study. It is the overall synchronization of identified
components and data resulting in a plausible outcome.

4.2 Data Collection from Secondary Sources

 Whiteleaf and other organization’s website
 Whiteleaf internal documents
 Different articles

17
The research done for this report is a descriptive and qualitative one which
reveals the corporate sales analysis of Cosmo Tissue LTD. All the
information used for this report is collected from the primary and
secondary sources mentioned above.

4.3 Data collected from primary sources

 Regular desk works
 Discussions with team members
 Personal observations
 Face to face interview with clients

4.4 Questionnaire development and pretesting

 Which brand of Tissue is used in your company/hotel/restaurant?

 For how many years/days this brand is being by your company?
 Why do you prefer this brand?
 Which factor is considered most while making buying decision
of tissue?
 What type of sales promotions make you more satisfied?

4.5 Fieldwork.

Here the individual executive have to visit the client after fixing a
meeting, in a day have to meet 20 new clients in a day in which five
existing clients should be there and fifteen new client. Each client have to
give a proper presentation of the products with the rates, have to interview
them what changes or lacing are there in our product. A proper
Competition research has to be done with the client with his existing
product and our whiteleaf product. And accordingly have to fill the
profiler Report for the organization development.

18
 Chapter 5
Data Analysis:
Data Analysis is the procedure of efficiently applying measurable and
sensible systems to portray, consolidate and recap, and assess information.
This is one of the important elements of a research paper. I tried to collect
both quantitative data and qualitative data. Due to time constraint, Google
Forms was used to collect and analyze the data on online platform. They
have a powerful database system and tool that can make charts and
automatically make the analysis. It was handy for analyzing data. Google
Forms made my job a bit easier. These tools were suited in my research as
it was a descriptive research. Besides, it worked fine in exporting Google
Forms’ data to MS Excel. I did not have to input the data again. It was all
done by Google Forms’ analysis tool. After exporting, MS Excel was used
because it is widely used and also has enough functions for sorting,
filtering, removing duplicates; formulas for totals, percentages etc

5.1 Methodology
Research methodology refers to the process used for collect information
and data for the purpose of making business decisions. The methodology
is include publication research, interviews, surveys and other research
techniques, and could include both present and historical information.

I use to collect information of my clients through LinkedIn sales navigator

and company’s website.

19
5.2 Plan of Data Analysis
Plan of data analysis is done on the basis of 4P’s of marketing. Marketing
mix is one of the most basic concepts in marketing, which defined as the
elements of the organization that can be used to satisfy or communicate
with customer. The traditional marketing mix is composed of the four p’s
i.e.

 Product
 Price
 Place
 Promotion

Products:
Product Quality:-

Company has two responsibility in a quality centered. First, they must

participate for formulating strategies and policies designed to help the
company win through total quality excellence. Second production quality
they must deliver alongside of marketing quality. This helps to company
to attract more number of customers towards their products. Hence I try to
collect information related to quality of Paper products.

Opinions No of respondents Percentage

Durability 30 30
Thickness (GSM) 45 45
Other 25 25
Total 100 100

20
 Quality

25%
30%
Duribility
Thickness (GSM)
Other

45%

Interpretation
As per the data, 45% of the respondents check the Thickness or The GSM
(Gram Sq Mtr) of Paper, 30% of the respondents see for Durability of
Paper, and 25% of respondents come in other category. Quality takes vital
role in every organization. From the above table we can conclude that
majority of the respondents expressed that paper product

Opinion toward Products:

The behavior of Client after his commitment to a product has been
collected with respect product and terms of satisfaction with rating scale.
The following are the data obtained related to Paper products. Analysis of
rating towards paper products.

Ratings No of Respondents Percentage

Excellent 25 25
Good 48 48
Average 22 22
Poor 05 05
Total 100 100

21
 Poor 5

Average 22
No of Respondents
Percentage
Good 48

Excellent 25

0 10 20 30 40 50 60

Interpretation:
25% of the Clients rated that Whiteleaf products are excellent. 48% of the
Client rated as good, 22% of the Client rated as Average Quality. 05% of
the Clients those Whiteleaf products are Poor. From the above table we
can conclude that majority of the respondents rated Paper are of Good
Quality.

Price:
Consumers will always think while paying price to the products such as
how much we are paying towards products and how much we are getting
From Product. This data is gathered to know what value them are
receiving from the Whiteleaf Products.

22
Eleme Whitele Kimberly Ameco Magi Scot Origam Ballon
nts af Clark c t i Junctio
n
12X12 23 32 28 26 24 23 25
16X16 42 50 48 47 43 45 43
Pop 14 18 16 15 15 18 14
Up
M 36 42 38 38 36 37 39
Fold
C Fold 36 42 38 38 36 37 39
Toilet 16 22 16 18 20 21 18
Roll
HRT 109 130 130 125 136 120 118
9X9 7 12 9 9 8 10 9

160
140
120 12X12
100 16X16
80 Pop up
60 M Fold
40 C Fold
20
Toilet Roll
0
HRT
9X9

Interpretation:
 On the Basis of the above price analysis it is found that the price
charged for the products is very less as compare to the other
Competitor.
 Whit the help of above analysis it is found that Whiteleaf price
charging is competitive in nature, whereas price charged by
Kimberly clark is very high as compare to other competitor
product price.

23
Place:
Another important element of marketing mix is place which focuses
attention on the offering of Product by the provider to the customer & the
place of location for the Product generating organizations. Purchase place
is also important to know where users choose their Purchase point. This
helps to marketer to design various promotion and distribution
programmers’. The data is collected to know the various purchase place
and availability.

Easy Available No of Respondents Percentage

YES 95 95
NO 05 05
Total 100 100

No of Respondents
100% 95%
90%
80%
70%
60%
50%
No of Respondents
40%
30%
20%
10% 5%
0%
Yes No

24
Interpretation:

95% of the respondents said that they are getting Disposable products
easily. Only 05% of the respondents disagree with this easy available of
Disposable products. From the above table we can conclude that majority
of the Restaurant, Hotels, Hospital, Corporate organization getting the
Disposable products easily from the dealers, retailers or Directly From
Manufacturer.

Promotion:

Sales do not occur directly to be more specific in the business environment

where we find the sharpness of competition moving upward, it is not
possible to remain at for the long time to come, unless we prepare the
ground or set the stage for upcoming expansion & evolve new ideas for
creating favorable selling conditions. It is sales promotion which is backs
up pre selling & accordingly the imposing to buying. It attracts the
prospects & keeps moving the existing customers behind the product.

Promotion Analysis:-

Whiteleaf:
 Whiteleaf invests to promote its brands to direct customer.
 They don’t Involve any Reseller, wholesaler, or Distributor in his
business, as because of this there are no cost cutting are been done
in the product price.
 They sell they product directly to the customer on the
manufacturing rate.

25
  Whiteleaf wanted to quantify trade promotion compliance to
understand what is truly being executed in the store of Restaurant
and at the shelf
 The company developed and conducted Client specific audits with
areas of focus including off-shelf display, pricing, signage, and on-
shelf availability.

Kimberly Clark:
 It provides corporate account at competitively less charges
 Maximum number of advertising hoardings found in Pune region
in as well as in local area
 Attractive punch line “It feel good to feel”
 Heavy advertising strategy in print and electronic media.

Ameco:

 Offer combo scheme on the product seasonally.

 Heavy advertising strategy in print and electronic media
 Attractive punch line “solid research solid Ameco”

Magic:
 Offer combo scheme on the product seasonally
 Maximum number of advertising hoardings found in Pune region
in as well as in local area
 Believe in advertising in local newspaper and on other social
media.
 Heavy advertising strategy in print and Social media.

26
Analysis:
By analyzing the above data we found that Whiteleaf has lagging behind
Comparing to their competitor in the essential element of promotion.
Where Kimberly clark, Ameco and Magic believe in More active in
Promotion and More Sales. Though Magic and Ameco entered recently
in the market compared to Whiteleaf they are well established in the
market & competing toughly because of their rational Promotional
activities.

5.3 Customer Review Form

27
CUSTOMER SATISFACTION INDEX FORM.

CLIENT NAME -

CONTACT NO -

DATE-

EXCELLENT GOOD SATISFIED POOR

1) PRICE -

2) RANGE OF PRODUCT-

3) QUALITY OF SERVICE -

3) RELIABILITY -

4) COMMITMENT OF AGREED DELIVERY -

5) PEOPLE -

28
 Chapter 6
Limitation
It was not always easy to get all the data or information so smoothly or
sometimes there are other negative influences that may prevent the smooth
completion of the project. So, there are some limitations which I found
while making this report and those limitations are mentioned below:

 At the very first I would like to put that there are lots of
information lacking which is not mention on the Website. This
report are been completed on my personal experiences and
very little information are been taken from other various
website.
 Another great problem arrived here is when I could not able to
collect all information because they were very confidential. I
could not include some important points of market
performance of WhiteLeaf in the report due to its confidential
nature.
 While taking interviews some other great problems came like
the ignorant attitude of respondents. Most of the respondents
are not interested to give answer of the questions and
sometimes also they are very irritated when they are being
questioned. So it is difficult to get the accurate answers.
 Sometimes it was also a great problem to get the contact with
the Restaurant owners and also some of the places that we went
there was no specific purchase department so we had to make
contact with some other persons to appoint our deal.
 As Purchase Manger he doesn’t have that authority to take
decision for changing the vendor or the product so it take a lot
many days for the confirmation for our product to get start in
the Restaurant because the owner is not always available for
taking the decision, so this was also the one of the limitation
which are been faced here.

29
 Chapter 7
7.1 Major findings:
1. It is found in the survey that Owners are the main decision maker for
the Restaurant requirement. As per the data, 65% of Owner and 35%
of Purchase manager makes purchase decision.
Purchase Decision No of Respondent
Owner 65
Purchase manager 35
Total 100

Purchase Decesion

35%
Owner
Purchase manager
65%

2. The main purchasing factors for the Paper products are Quality and
Brand image. The data reveals that 42% influences on Quality and 32%
influenced for the Brand.

Purchase Factor No of Respondent

Quality 42
Brand 32
Other 26

30
 Purchase Factor

26%
42% Quality
Brand
Other

32%

3. 78% of the total respondents are using product since from a long time.
The majority of the respondents are using Tissue products from more
than 2 years.
4. Word of Mouth is found in the survey that customer are influenced

31
7.2 Conclusions:
From the study conducted the following conclusions can be drawn. The
factors considered by the customer before purchasing Tissue products
are Thickness (GSM), Quality, durability and easy availability. Finally I
conclude that, majority of the customers are satisfied with the Paper
products because of its good quality, reputation, easy availabilities. Some
customers are not satisfied with the Paper products because of high price,
lack of availability, etc. therefore, if slight modification in the marketing
programmer such as promotion programmers, product lines etc., definitely
company can be as a monopoly and strong market leader

7.3 Recommendations:
 Area for survey should be determined before going to the field.
 Location of the restaurant of the products can be taken by the
clients so that the survey executive need not waste time searching
for the restaurant.

32
 Chapter 8

8.1 Learning:

 Lead Generation
 Market research
 Corporate exposure
 Presentation skills
 Analytical skills
 Professional communication

33
 Chapter 9

9.1 Questioner and Form

1. Which brand of Tissue is used in your company/hotel/restaurant?

Responses:
a) Kimberly Clak Tissue
b) Ameco Tissue
c) Other

2. For how many years/days this brand is being by your company?

Responses:
a) From the beginning of our business
b) For 2 years
c) For 6 months

3. Why do you prefer this brand?

Responses:
a) Best quality and very popular brand
b) Low price
c) Reasonable price with good quality

4. Which factor is considered most while making buying decision of

tissue?
Responses:
a) Quality and brand value
b) Reasonable Price
c) Quality and reasonable price

34
5. What type of sales promotions make you more satisfied?
Responses:
a) Discounts and Satisfaction guarantee
b) Mix product discounts
c) Discounts and free sample

35
 Chapter 10
10.1 Reference:
 Kotler P. Keller K. Lane 2006, Marketing Management,
12thEdition
 Kotler P 2004. Principles of Marketing, 10th Edition, Pearson
education pet. Ltd. Indian.
 Marketing management by Saxena

10.2 Internet:
 https://consumergoods.com/kimberly-clark-improves-promotion-
execution-rate
 https://www.indiamart.com/proddetail/white-leaf-car-absorbent-
19674709155.html..
 http://www.twenty19.com/whiteleaf

36