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Market research and study of Alternative channel to promote Kara wipes

In Kanpur market

ABHINAV BANSHWARPGDM(RM)

JAIPURIA INSTITUTE OF MANAGEMENTLUCKNOW

• The Aditya Birla Group is an Indian multinational conglomerate corporation headquartered in Mumbai, India. founded in 1857 by Seth Shiv Narayan Birla

• Grasim Industries Limited was incorporated in 1948.• Birla cellulose is the Aditya Birla Group’s umbrella

brand for its range of cellulosic fibers. • Fiber is one of the oldest businesses of Aditya Birla

Group has commenced in 1954.

INTRODUCTION

• 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

OBJECTIVE• The objective of the study was “CONSUMER AWARENESS AND

PROMOTION OF KARA SKIN CARE WIPES . The work was conducted in Kanpur.

• Identify the behaviour of different consumer Kara wipes in Kanpur region.

• Know consumer behaviour is discovering what people want need, believe or react .

• I surveyed 140 people by of questionnaire and collect some secondary data from internet to understand and analyze the exact situation of the market through interview and survey

Weekly market in KanpurMon to sat

Kanpur Kara retailer

Arya Nagar (MON)

• Tezumzl general store• Dileep general store• Bhag chandra store• New kamalstore• Modern store• Shri laxmi store• Maha laxmi store• Shagun store• Bharti fancy

• Prakash cosmetic• Pick and pay• Darmesh dairy• Tezal agency• Pandit general store• Jack and Jill• Sheela ornments• Suraj sindoor

Naveen market(TUE)

• Kohali brothers• Hazari Lal &sons• Kanak cosmetic• Ruchima general store• Hello madam• The sazali• Jagan brother• Sonam bangel

• Kapoor and sons• Megha general store• Ram chandan and sons• Balaji hoozari• Noble place

Lal Bangla(WED)

• Rakesh store• Santosh cosmetic• Novelty store• Govind medical• Vibhor medical• New anupam

• Rajeev general store• Rinku general store• Sanjay cosmetic• Adarsh beauty

P. Road (THU)

• Naveen pharma• maa vashno devi• New fashion centre• Pratap general store• Roop fancy store• Govind medical store• Mukesh fancy store• Rahul cosmetic• Easha medical store

• Real beauty world• Muskan cosmetic • Bandana store• Pandey general store• Fashion point• Sweta general store

Shivala (FRI)

• Kalyani general store• Chunni general store• Gappu cosmetic store• Amar cosmetic centre• Mishra cosmetic • Apsana beauty centre• Shingar house• Rajendra fancy

• Kishori cosmetic• Vikky fancy• Mahesh general store• H.n. gupta store• Laxmi bangles• Anoop general store• Jyoti cosmetic

Gumtee(SAT)

• Unique general store• New jewellary• Chawla fashion• Abhishek gupta• Roopali cosmetic• Anamika beauty• New govind store• Arora general store• kwality store

• Kapil general store• Jai durga store• Amar general store• Darshan general store• Surendra general store• Karishma beauty store

CLASSIFICATION OF THE PRODUCT

• Kara Refreshing Wipes1. Aloe Vera Mint

• Kara Refreshing Wipes2. Aloe Vera Cucumber

CONTD..

• Kara Toning • Wipes Enriched with Rose

and Thyme extract

• Kara sunscreen wipes It is enriched with

antioxidants like plum extract and vitamin-E .

Contd..

• Deep pore cleansing wipesEnriched with jojoba oils.

competitors

• Market has some some competitors in relation to Kara wipes like Nivea, L'Oreal, Berina and some more but the main competitor are the Chinese wipes.

• If the major competitors are namely Himalaya and Johnson and Johnson, these two players act as the leader in the market, in context of baby wipes.

SWOT ANALYSIS

STRENGTH Natural & Biodegradable

products.

Innovative concept in Kanpur.

Segmentation of specific wipes for specific purpose.

Availability in more than 5 variants.

Alcohol free product.

WEAKNESS Retailer’s margin is far less.

High Price as compared to competitors.

There is a lack of awareness at the ground level.

Consumer mind set about Chinese wipes

Contd..OPPORTUNITIES Growing market of skin care products in

India.

People are gradually getting acquainted with the western concept of wet wipes.

Huge untapped market.

Climate of India is favorable for such products.

There are no other big players in the market.

THREATS Competition from lower priced

Chinese wipes.

High level of competition from main rivals like Mystique, Dove, Fresh Ones, Johnson n Johnson.

High pricing strategies.

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

• Team work.• Patience• Conducting meetings.• Customer dealings• Learning negotiation skills • Cold calling • Telephonic skills• Punctuality.• Friendly Relationship.• Commitment should be there. • Delivery on Time.

Learning

• The objective of the study was “CONSUMER AWARENESS AND PROMOTION OF KARA SKIN CARE WIPES AND HAND SANITIZING WIPES”. The work was conducted in Kanpur.

• The project was primarily based on primary Data collected through the questionnaire method.

• . Identify the behaviour of different consumer Kara wipes in Kanpur region.

• Know consumer behaviour is discovering what people want need, believe or react .

• I surveyed 140 people by of questionnaire and collect some secondary data from internet to understand and analyze the exact situation of the market through interview and survey

• .

FINDINGS OF THE STUDY

• People were ready to pay Rs. 30 – 50 for a pack of 25 wipes and presently the pack of 20s wipes is for Rs. 65 but in the market there are various players in this category including Johnson & Johnson.

• The concept of wet wipes is not new to the people of Kanpur as around 98% percent of respondents are aware of the concept of wipes and about 80% percent of the respondents have heard of Kara and 65% use

• The, mystique, fresh ones and some Chinese wipes like Uzana etc. in this market sales wipes Kara is the market leader.

• Interaction with the consumers revealed that they have many options of wet wipes to use

• . The advertisement done by Kara has less reach. People want Kara to advertise more on T.V. and do promotional activities such as free samples and college visits etc