Grasim Industries- Aditya Birla Group

Name of Student: Rajnandan Kumar

Roll No: 28






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Industry Background & Company Profile
TYPE Private
INDUSTRY Conglomerate
FOUNDED 1857
FOUNDER Ghanshyam Das Birla
HEADQUATER Mumbai, Maharashtra
KEY PEOPLE Kumar Mangala
Birla(Chairman)
REVENUE US $ 40 BILLION (2013)
EMPLOYEE 138,000(2013)

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Project Title and Project Objectives
3
Title of the Project
A comparative analysis: Consumer awareness on
different brands of Wet Wipes
Project Objectives:
To find out consumers perception towards Kara Wet
Wipes and its competitors.
To find how much is the consumer aware about the
product in terms of price and uses.
Recommendation to improve the sales of Kara wet
wipes



Work Assigned/Academic Linkage of the work
4
Work done:
Modern trade management, General Trade management,
Market research
Location: South Delhi
Individual
Data collection:
Primary data: Responses through structured questionnaire and
personal interviews of both consumers & retailers
Secondary data: Through Internet
Statistical Tool Used
One way-Anova
Gender wise brand choice
5

Brand

Apollo Johnson & Johnson Kara Total
Count
Row N
% Count Row N % Count
Row N
% Count
Row N
%




Gender
Male 18 34.0 24 45.3 11 20.8 53 100.0
Female 13 27.7 24 51.1 10 21.3 47 100.0
Total 31 31.0 48 48.0 21 21.0 100 100.0
Hypothesis
6
H0=There is exist no significant difference in
the mean of Kara, Johnson & Johnson and
Apollo.
H0:Apollo=Johnson& Johnson=Kara (Null Hypothesis)
H1=There is exist significant difference in the
mean of Kara, Johnson & Johnson and Apollo.
H1:ApolloJohnson& Johnson Kara ( Alternative
Hypothesis)
Brand wise characteristics
7

Brand
Apollo
Johnson &
Johnson Kara Total
ANOVA
Mean
Standard
Deviation Mean
Standard
Deviation Mean
Standard
Deviation Mean
Standard
Deviation F p-value
Odour 2.8 .402 3.9 .810 2.5 .512 3.3 .902 47.090 .000
Wetness 2.7 .475 4.4 .494 2.6 .507 3.5 1.010 160.78
9
.000

Stickiness
1.8 .669 4.3 .808 1.7 .463 3.0 1.474 167.06 .000
Post Hoc Test
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Multiple Comparisons
Dependent Variable: Odour
Scheffe
(I) 2 Which Brand (J) 2 Which Brand Mean Difference
(I-J)
Std. Error Sig. 95% Confidence Interval
Lower Bound Upper Bound
Apollo
Johnson & Johnson -1.131
*
.150 .000 -1.50 -.76
Kara .283 .183 .310 -.17 .74
Johnson & Johnson
Apollo 1.131
*
.150 .000 .76 1.50
Kara 1.414
*
.170 .000 .99 1.84
Kara
Apollo -.283 .183 .310 -.74 .17
Johnson & Johnson -1.414
*
.170 .000 -1.84 -.99
*. The mean difference is significant at the 0.05 level.

Project Observations/ Findings
9
The Chinese wipes are the major competitor and having
a good market share in the market and it cheaper too.
Mainly the retailers like Cosmetics store are selling
refreshing wipes in good quantity.
Many a times, retailers complaint that sales person not
visit regularly to ask the stock.
Sometimes retailers complaint that people are least
interested in buying wet wipes specially in winter season
Project Objectives and Observations/Findings
10
Johnson & Johnson wet wipes are preferred more than
Kara and Apollo wet wipes by customers
One of the major problems is that, the customer doesnt
know that the Kara and Puretta is the product of
renowned Aditya Birla Group.
Customer found Kara wipes costly
During the survey it ascertains that the market is already
captured by big brand like Johnson & Johnson, which is
our competitor in relation to Puretta. Baby wipes and
Chinese wipes


Recommendations to Company

11
The distribution channel should be more effective.
The company should promote the scheme of window
display offer retailers more often ask for it.
Banners , hoardings , and posture will be really proved
helpful to increase the sale because some time retailers
even dont know the concept of wipes.
Company should have more emphasis on advertisement
campaign.
A significant suggestion from my point of view is that the
company should change the name of Puretta and
introduce this product by the name of Kara Baby
Wipes

Learning from Project
12
I brush my sales and marketing skills
Be punctual
Keep your ego aside
Commitment should be there
Learning negotiation skills
Customer dealings
Patience

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