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SUMMER INTERNSHIP REPORT

On

PRICE ANALYSIS OF HANDYS AND KARA WITH

COMPETITORS OF BIRLA CELLULOSE AND

GRASIM INDUSTRIES LIMITED

BY

NITESH OMRAY

PG20112084

Class of 2011-13

INDUSTRY GUIDE: FACULTY GUIDE:

Mr. Divyankar goel Mrs. Rajkumari Mittal

Assistant General Manager (North) Professor

Grasim Industries Limited IILM Institute For Higher

Education, Gurgaon

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IILM INSTITUTE FOR HIGHER EDUCATION

CERTIFICATE

I hereby certify that Nitesh Omray student of Post Graduate Diploma in Management at IILM

Institute For Higher Education, Gurgaon has completed internship on “PRICE ANALYSIS OF HANDYS

&KARA WITH COMPETITORS IN GURGAON”, under my guidance.

Mrs. Rajkumari Mittal

Professor

IILM, Gurgaon

Amity Business School

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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, RegionalSales

Manager, North Division, Grasim Industries & Birla Cellulose, and Faculty guide Mrs.

Rajkumari Mittal, professor, IILM INSTITUTE OF HIGHER EDUCATION GURGAON for their

continuous support and cooperation throughout my project without which the present work

would not have been possible.

Special thanks to Mr. Naval Kishore, Area Sales Manager, Delhi NCR Region 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.

NITESH OMRAY

PGDM2011-13

PG20112084

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CONTENTS

CHAPTERS PAGE NO.

# Chapter 1 Objective of the Study 7 Scope of the Study 7

# Chapter 2 Introduction 9 Grasim industries 11 Birla cellulose 12

# Chapter 3 Product of Birla cellulose 15 KARA 16 Puretta 18 Prim 21 Handys 22

# Chapter 4 Working Methodology 24

# Chapter 5 SWOT Analysis of Kara 27 SWOT Analysis of handys 28 BCG Matrix 29 Data Analysis 30

# Chapter 6 Observation 46

# Chapter 7 Recommendation 49

# Chapter 8 Limitations 52

# Chapter 9 Learning 54

# Chapter 10 Bibliography 56

# Chapter 11 Questionnaire 58

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Executive Summary:

A project means a task assigned by the company. My project topic is “Price analysis of Kara skincare wipes and Handy hand sanitizer wipes with competitor in Gurgaon” in GRASIM INDUSTRIES & BIRLA CELLULOSE, Aditya Birla Group. Consumer behavior is discovering what people want, need, believe or react. The objective of my research was to identify the behavior of different consumers regarding KARA and HANDY in Gurgaon region.

So that the market of KARA skincare wipes and HANDY hand sanitizer wipes must expand, and position of these products in the market will become strong. Also was assigned to work on ways to highlight the product in the corporate front and give recommendations for the same. “Consumer behavior is the behavior of the consumer towards the various products, brands, stimuli and etc. through its learning, perception, motivation and etc.”. In other words we can say that, it is a mental and emotional process along with the physical activities of the people who purchase and consume goods and services to satisfy their needs. This report is the premier source of market intelligence for the competition in the skin care wipes segment and also includes:

Comprehensive analysis of the skin care wipes market

The reason behind the current status of the market situation and consumers thinking and their needs, and various factors influencing consumer behavior.

Ways to challenge the market leader and cut the competition.

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CHAPTER 1

OBJECTIVE OF THE STUDY

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OBJECTIVE:

The main objective of the project is Price analysis of handys and Kara with competitor through

market survey and research in the Gurgaon city. This object justifies how to put awareness and

promote puretta in the market so that the brand image of handys can be made just like Kara.

Scope of the study

The data collected gives the clearer picture of the Birla Cellulose products in the market of

Gurgaon, under the study in this research, and gives the company an indication about whether it

is feasible to move on with the persisting movements and marketing strategies, and if no, then

how to go about it and make it a worthwhile for the brand as well as the company. And conclude

what should be the most favored deal.

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CHAPTER 2

COMPANY PROFILE

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INTRODUCTION

A GLOBAL CORPORATION ROOTED IN INDIAN SOIL

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 133,000 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 organizational leadership in the world conducted by Aon Hewitt,

Fortune Magazine and RBL (a strategic HR and Leadership Advisory firm).

Over 53 per cent of its 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.

Globally, the Aditya Birla Group is:

A metals powerhouse, among the world’s most cost-efficient aluminum and copper producers. Hindalco-Novelis is the largest aluminum rolling company. It is one of the three biggest producers of primary aluminum in Asia, with the largest single location copper smelter.

No.1 in viscose staple fiber

No.1 in carbon black

The fourth-largest producer of insulators

The fifth-largest producer of acrylic fiber

Among the top 10 cement producers

Among the best energy-efficient fertilizer plants

The largest Indian MNC with manufacturing operations in the USA

In India:

A top fashion (branded apparel) and lifestyle player

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The second-largest player in 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 10 BPO companies

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.

Beyond business - The Aditya Birla Group:

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, Asia, Egypt, Philippines, Thailand, Laos, Indonesia, Korea and Brazil.

In India:

Our Group runs 42 schools, which provide quality education to 45,000 children. Of these, over 18,000 children receive free education.

Its 18 hospitals tend to more than a million villagers.

In line with its commitment to sustainable development, has partnered with the Columbia University in establishing the Columbia Global Centre’s Earth Institute in Mumbai.

To embed CSR as a way of life in organizations has set up the FICCI – Aditya Birla CSR Centre for Excellence, in Delhi.

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GRASIM INDUSTRIES

Grasim Industries Limited, a flagship company of the Aditya Birla Group, ranks among India's largest private sector companies, with a consolidated net revenue of Rs.216 billion and consolidated net profit Rs.22.8 billion (FY 2011). Starting as a textiles manufacturer in 1948, today Grasim's businesses comprise viscose staple fiber (VSF), cement, chemicals and textiles. Its core businesses are VSF and cement, which contribute to over 90 per cent of its revenues and operating profits.

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

In cement, Grasim through its subsidiary UltraTech Cement Limited ("UltraTech") has a capacity of 52 million tpa and is a leading player in India. In July 2004, Grasim acquired a majority stake and management control in UltraTech. One of the largest of its kind in the cement sector, this acquisition catapulted the Aditya Birla Group to the top of the league in India. The amalgamation of Samruddhi Cement Limited (SCL) with UltraTech w.e.f. 1 July 2010 completed the restructuring of the cement business. Earlier, Grasim's cement business was demerged into SCL. The merger has created the largest cement company in India, providing a platform that will help in pursuing aggressive growth going forward. Viscose staple fiber Grasim is India's pioneer in viscose staple fiber (VSF). Cement Grasim has grown to become a leading cement player in India.

Chemicals Grasim has India's second-largest caustic soda unit.

Textiles Grasim has strong nation-wide retail network and also caters to international fashion houses in USA and UK.

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BIRLA CELLULOSE

Vision and values

Vision

To be the Global Leader in the Man-made Cellulosic Fiber Industry

Mission

The company aim to create Superior & Sustainable Value for all our stakeholders, maintaining

the largest market share in the Man-made Cellulosic Fiber Industry globally through:

Innovation in Products & Processes

Excellence in Quality, Service, People Development &

Focus on Environment Friendliness in all our activities

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COMPANY PROFILE

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.

Grasim Forest Research Institute — pulp to plantation research

Birla Research Institute for Applied Sciences — pulp to fiber research

Textile Research & Application Development Centre (TRADC) — value chain from

fiber to garments / made ups

"Nature is the genesis of all that surrounds us; therefore, what other than nature could be the

origin of Birla Cellulose.”. Nature is the source of Birla Cellulose and herein lays the inspiration

of our logo.

'Fibers from Nature' is our theme and our message: Leaves fall and grow all over again; they are

a renewable resource of nature. Birla Cellulose is much like these leaves and is made from the

same trees. The floating leaves symbolize the key characteristics of Birla Cellulose which are

"comfort and lightness". The vibrant green indicates that Birla Cellulose can take on vibrant

colors. The circle signifies the cycle of nature and sustainability.

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CHAPTER 3

PRODUCT OF BIRLA

CELLULOSE

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PRODUCTS OF BIRLA CELLULOSE

KARA Skin Care Wipes

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. What’s more they are made from Birla Cellulose, a fiber that is 100 per cent natural and biodegradable.

Kara skincare wipes are the India’s 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 Group’s 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. This task is cut out for Kara since the

target population is already exposed to such kind of 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” this clearly communicates the core brand positioning. The brand is being promoted as the anytime solution to look good.

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Characteristics of Kara skincare wipes

Convenient.

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’

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.

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Moisturizing Wipes

Kara Moisturizing wipes is enriched with the goodness of Almond and Honey for

beautiful radiant and glowing skin. It is also fortified with vitamins for skin conditioning

and is suitable for use right throughout the year.

Toning Wipes

Kara Toning Wipes is enriched with Rose and Thyme extract that tighten the skin and

maintain the normal pH balance.

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

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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.

Puretta Baby Wipes

Aditya Birla group announced its foray into the baby care segment in India by launching

‘PURETTA’ 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 baby’s delicate skin as they are alcohol free, hygienic, hypoallergenic and

dermatologically tested. Since Puretta (meaning pure and diminutive) is made from Birla

Cellulose, a 100 per cent natural and biodegradable fiber, it soothes the baby’s 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. Puretta fills this gap with its

three distinct variants, aiming to satisfy the need of Smart Moms.

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 Puretta is made up of non-woven fabric which absorbs sweat,

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

leave lint on facial skin or stubble.

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Characteristics of Puretta Baby Wipes

Safe for baby’s 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.

Variants of Puretta

Complete Cleansing Wipes

Complete cleansing baby wipes are enriched with chamomile extracts these wipes are

gentle and soothing to the baby’s skin ensuring complete cleansing while retaining the

pH balance of the skin. A smarter way to completely clean the baby anytime &

anywhere.

It is basically used on baby’s nappy area and can be used on complete body of a 0-3

years of babies. It is used for following:

Every nappy or diaper change.

For cleansing in the absence of regular bath while traveling or in winters.

Wipe entire body to keep baby clean and fresh at all times, day or night.

Provide soothing relief.

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

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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 Puretta is made up of non-

woven fabric which absorbs sweat, extra oils from the skin without scrubbing it. It

doesn’t wither when rubbed hard and doesn’t leave lint on facial skin or stubble.

Skin Nourishing Wipes

Skin Nourishing Baby Wipes keeps the baby’s skin soft and nourished always, after a

bath or even during the dry season. Enhanced with Mineral oil and Pear extracts, it

leaves a protective layer of moisture on the baby’s delicate skin. A smarter way to keep

the baby’s skin nourished anytime, anywhere.

It is used on baby’s complete body especially hands, feet, face, neck and back area. It is

a good add-on or occasional substitute for baby oil massage. It is basically for babies of

age 0-3 years but can also be used for older children with sensitive skin. And it is used

for following:

Essential to keep baby’s skin soft and nourished always.

After bath and during dry season.

While travelling or exposure to air-conditioning at home

Germ Shield Wipes

Germ Shield Baby Wipes contains antiseptic properties to protect the babies from germs

always. Enriched with Lavender extracts, it leaves the baby’s skin refreshed. A smart

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multipurpose option for not only sanitizing baby’s hands and mouth but also utensils,

tethers and toys, anytime, anywhere.

It is basically for 0-5 year old babies but can also be used by older children while

protecting the babies from germs throughout the day with natural antiseptic properties.

Essential to clean baby as he/she gains mobility and crawls on surface that may

be contaminated.

After play time, before food and especially while travelling.

To sanitize baby’s utensils, tethers and toys.

Home & Kitchen Care Wipes

PRIM is basically dry wipes used in Kitchen and various multipurpose household works. It can be

used to wipe the utensils and cutleries. One wipe can be used for at least a month in the

kitchen. There is no product in the market in this category but Scrotch brite is there which is

seen as the substitute of the product. Usually cloth is used as the substitute in most of the

families but if the promotion is done properly to make the consumers aware of this product it

will do very good in the market because of very less competition in this category. There are two

packs available in the market one is three wipes pack and the other one in five wipes pack.

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Handys is a product of Birla Cellulose, an Aditya Birla Group Company – India’s first truly multinational conglomerate with a turnover of US$28billion. Birla Cellulose is the Aditya Birla Group's umbrella brand for its range of cellulosic 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. Birla Cellulose is the key fiber supplier to the apparel, home furnishing and technical textiles markets globally. It is an important ingredient in disposable hygiene products (wipes, diapers, sanitary applications etc.) and other medical products. Hand sanitizers are able to kill bacteria, fungi and viruses that could potentially spread disease. They are a great alternative to soap and water and are recommended for use when the hands are not ‘visibly’ dirty. To further prevent the spread of these unwanted germs, touch-free 24 hand sanitizers are quickly becoming the de facto standard amongst maintenance departments. It doesn’t matter whether you’re seeking hand sanitizers for commercial or residential use; we have them both here at Parish Supply. Great deals on wall-mounted hand sanitizers, wipes or personal size bottles from trusted brands like Purell. Hand sanitizers available in gel & foam, dispensers for Touch-Free and Hand sanitizer stations for stationary & portable use. Characteristics of HANDYS:

Convenient Hygienic Effective Environment Friendly Assurance Unique

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CHAPTER 4

WORKING METHODOLOGY

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WORKING METHODOLOGY

FIELD JOB

In the first day of SIP my industry mentor have given the product detail of Birla cellulose and

given a location Gurgaon of my field job. He has also given us the address of the distributor

point in Gurgaon. He has also given me the rate list of the product and explains of distributor and

retailer margin and about the offers given by Birla cellulous to the retailers. There are two

distributors in Gurgaon, one is aggarwal medical and general store he is a distributor for general

trade and another one is kamv marketing he is a distributor for modern trade.

In my whole term of my internship programme besides concentrating on the study of price

analysis of Kara and Handy with competitor. I had also been assigned to promote the brand

awareness for the Kara skin care wipes & if possible to place the product in few stores. This job

helped me a lot in learning the thinking & deciding process which a retailer does & to persuade

him to trust the performance of the product.

I had visited to more than 120 shops in various markets of Gurgaon which includes palam vihar,

old and new railway road, sector 4, sector 7, sector 9, sector 22, sector 23, sector 17, DLF phase

3, M.G. road, sikandarpur, south city 2, super mart 1 & many more & even managed to place the

product Kara Skin Care wipes in more than 30 shops with a number more than 250 packs. All

this work which I have done is a general trade work besides this I have also done a modern trade

work like dealing in a head offices of chain stores and medical chain stores, few of them I have

visited like big bazar, spar hyper market, SRS store, guardian pharmacy, Apollo pharmacy, all

needs store. I came across with few findings about the product which I would like to share for

the benefit of the product in future.

1. The first thing which acts as a bridge between the product & the retailers is the margin

provided by the company. As there are other local wipes available in the market with

more margins to offer than offered by us as a result of this retailer hesitate at a first go to

keep the product into their shelf.

2. The concept of wet wipes as targeted by the company which will be act as an replacement

of handkerchief is very far away because this is a new concept in Indian market & unless

& until the company take initiative to spread awareness to the consumers about the

benefit & plus points of wet wipes the product will always be on back sit.

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3. There is a only way to spread awareness to the consumer is thru advertisement ether it is

been done with the printing media or by the electronic media, & this is for sure that once

the consumers gets aware and shows interest in this product (as this product has

capability to be the market leader as there are still no major company who acts as an

threat) the demand will definitely rise, which will compel the retailers to place order for

Kara.

4. Another think which comes in front of me during my sip period which is very shocking to

see is the duration of time for the delivery of the order from the distributor to the retailers,

in my very short span of period I came across with many complaints from the retailers

stating that they had placed their order but the consignment has not been delivered or it

took more than weeks or 2 weeks to get the delivery, this may act against the product’s

brand value or the retailer may lose interest from the product.

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CHAPTER 5

DATA ANALYSIS AND

INTERPRETATION

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ANALYSIS

SWOT Analysis of all the products

SWOT Analysis of KARA Skin Care Wipes

STRENGTH:

Fabric used is VSF (viscos staple fiber) which has a good absorbing power.

100% natural & bio-degradable.

Safe for skin.

Dermatologically tested.

Alcohol free.

Cleans, nourishes & hydrates the skin.

Assurance of Aditya Birla Group.

WEAKNESS:

Lack of advertising & promotion.

Lack of awareness for the use of such products by the company.

Costlier than other wipes available.

Retailers find it a product with very low margin hence, hesitate to order.

OPPORTUNITIES:

This segment is very new to the Indian market so it has a very good opportunity to grow.

People are becoming more hygienic & consciences towards themselves.

Opportunity to grow this product because people are becoming more educated with

higher income.

THREATS:

Facing immense competition from Chinese wipes which are slowly penetrating into this

segment.

Major threats are: Dove, Nivea, Mee Mee, Claurius.

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SWOT Analysis of Handy hand sanitizer Wipes

STRENGTH:

Fabric used is VSF (viscos staple fiber) which has a good absorbing power.

100% natural & bio-degradable.

Safe for hands cleaning.

Dermatologically tested.

Alcohol free.

Assurance of Aditya Birla Group.

Monopoly in the market.

WEAKNESS:

Lack of advertising & promotion.

Lack of awareness for the use of such products by the company.

Costlier than other hand sanitizers available.

Retailers find no demand of such product hence, hesitate to order.

OPPORTUNITIES:

This segment is very new to the Indian market so it has a very good opportunity to grow.

People are becoming more hygienic towards themselves.

Opportunity to grow this product because people are becoming more educated with

higher income.

THREATS:

Major threats are other liquid hand sanitizers

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BCG MATRIX

Stars- Stars represent business units having large market share in a fast growing industry. Birla cellulose

is not having any star product. Kara can become there star product if there will be a proper awareness

and promotion activity can be taken place. It has a high market share but slow growing industry so if the

awareness of a product is given to the customer it can become a star product of the company.

Cash Cows- Cash Cows represents business units having a large market share in a mature, slow growing industry. Kara requires investment and generates cash that can be utilized for investment in other business units. It is a SBU’s are the corporation’s key source of cash, and are specifically the core business. It is the base of an organization.

Question Marks- Question marks represent business units having low relative market share and located in a high growth industry. They require huge amount of cash to maintain or gain market share. Puretta require attention to determine if the venture can be viable. Puretta start as question marks as the company tries to enter a high growth market in which there is already a market-share. If ignored, then question marks may become dogs, while if huge investment is made, and then they have potential of becoming stars.

Dogs- Dogs represent businesses having weak market shares in low-growth markets. They neither generate cash nor require huge amount of cash. Birla cellulous having prim and handy in the category of dogs Due to low market share, these business units face cost disadvantages. These products have weak market share because of high costs, ineffective marketing, etc. Unless these products have some other strategic aim, it cannot give profit to the company.

KARA

PURETTA

HANDY

PRIM

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DATA ANALYSIS

DATA ANALYSIS & INTERPRETATION

Gender:

Out of 100 respondent we counted that 75% respondent were female and only 25%

respondent were male.

25

75

Male Female

No. of Respondet

No. of Respondet

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AGE:

Above mention fig. clearly shows that most of the customer use Kara lies between

age group 15 to 35 years.

15-25 years 25-35 years 35-45 years above 45 years

35

30

25

10

No. of Respondent

No. of Respondent

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Awareness about the concept of skin care wipes

Interpretation:

From the above pie chart it is clear that the awareness about the concept of skin care wipes

among the consumers in Gurgaon is quite high, this shows that the concept of skin care wipes is

not new to the consumers.

yes 60%

no 40%

awareness

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Which brand of face wipes you use

Interpretation:

From the above pie chart it is clear that face wipes market is been covered by Chinese wipes and

after that Kara.

dove 20%

nevia 15%

chinese 35%

Kara 30%

Brand

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

Interpretation: From here we can interpret that majority of the people feel that the most convenient and

Hygienic way of cleaning their skin is wipes. So there is a great scope for wipes in the Indian

market and the product can achieve success because most of the people like the concept KARA.

According to the data collected, 70% respondents think that wipes are the most convenient and

hygienic way of cleansing and 20% of respondents went for the cotton, 6% and 4% respondents

feel that handkerchief and towel is more convenient and hygienic way, this could be the lack of

awareness about the viscose that it is more absorbent than cotton and others.

wipescotton

hankercheftowel

70

20

6

4

hygenic

hygenic

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What do you look in for, while buying wipes?

Interpretation: Most of the respondents look for package size, price, cleansing effectiveness and brand name while buying wipes because highest percentage is gain by these main four features i.e. Package size (16%), Price (26%), Cleaning effectiveness (30%), Brand name (19%). Customers look for these features first in any wipe, so company must focus on these feature to capture the market, other features like Easy availability, durability and Multi-tasking are also essentials, these must not ignore.

Package size price cleaningeffectiveness

Brand name

16

35 30

19

Preference

Preference

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What difference you find out in KARA skin care wipes and other wipes?

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

variety

Fragrance

Quality

58

29

13

Difference

Difference

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Do you use hand sanitizers?

Interpretation: From the above pie diagram, picture is clear that Hand sanitizers are acceptable by almost all

population, 98% respondents regularly use liquid hand sanitizers as a good habit, and rarely 2%

respondents have not develop the habit to clean up their hands from sanitizers. So it means in

Indian market the scope for HANDY is very vast.

98%

2%

Acceptence

yes No

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Have you ever heard about Aditya Birla’s product HANDYS hand sanitizing wipes?

Interpretation: HANDYS is a totally new concept in the Indian market, only 8% respondents heard about the

product and 92% respondents had no idea about the HANDYS they never heard about the

product. The only single reason behind this is unawareness, heavy advertisement should be make

for making consumer aware, because the concept of the product can easily acceptable by the

customers, it can become the necessity of the people, when consumer make the habit of using

HANDYS regularly.

92%

8%

Awareness of handys

Yes No

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What do you use for cleaning hands?

Interpretation:

From the above graph it is clear that most of the people use antibacterial soap for cleaning their

hands and just a negligence person uses handy wipes.

Antibacterial Soap Sanitizer Liquid hand wash Handys wipes

55

18

25

2

Cleaning hands

Cleaning hands

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Have you ever use Handys wipes for cleaning hands?

Interpretation:

From the above pie chart it is clear that only few percent of people use handy wipes.

97%

3%

Use of Handys

Yes No

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Compare the price of handys with the sanitizers?

Interpretation:

As the above pie chart shows that many people says that the price of handys is too expensive as

compare to sanitizers.

75%

20%

5%

Compare

Expensive Optimum Cheap

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How would you rate handys on being worth what you paid

for it?

Interpretation:

As the above graphs shows that the many people think that price of handys doesn’t justify its

product.

very poor poor good excelent

45

30

20

5

Worth

Worth

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What you find best in the handys?

Interpretation:

Above graphs shows that the quality of the handys is one of the reason to be preferred as a hand

sanitizer.

Quality price Quantity Avalibility

80 15 3 2

Best in handys

Best in handys

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CHAPTER 6 OBSERVATION

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OBSERVATIONS

PROBLEMS FACED BY KARA:

Now what happened in the market, KARA is still a new product in market and every new

concept takes time to capture the market. In foreign countries, the concepts of skincare

wipes are totally established. But in India the wipes market is not very much established.

There are many international branded wipes in Indian market which are expensive as well

as used by only high class people. KARA is first skincare wipes launched by Aditya Birla

group, India based company. And customers prefer well-known brands in the market, so

KARA as a new concept may take a little bit more time to establish in market.

Consumers especially women prefer buying the products like L’Oreal, Dove, Pond’s,

Himalaya etc. but in facial wipes, there are just the refreshing wipes which are being

marketed as well as sold in the market. Only facial wipes till now known are- Fresh ones,

Dove wipes, Nivea wipes, L’Oreal wipes.

Only KARA is available in the market in different variants in wipes like- sunscreen,

Tonning, moisturizing, deep-pore cleansing, makeup removal etc. so consumers have no

idea about the different variants, they think that these variants are just different

fragrances.

Due to very less advertising of the product by the company, the awareness about the

Product has not spread among the consumers.

If the product had been launched abroad, it would have worked as they welcome

innovative products. But in India people afraid to use new product, so it is a problem for

KARA.

Most of the consumers don’t buy KARA only because they want wipes in sachet, because

sachets are more convenient and good for trial.

Some male consumers have thinking about KARA that it is a female’s product only and

can’t use the product. So working male generation should be targeted.

The concept of KARA is not clear to most of the consumers. They think that KARA is

the substitute of handkerchief only; they don’t have any idea that it is a substitute of

water also.

Price factor also persist in terms of KARA sunscreen wipes, and the reason behind it is

lack of awareness about the technicalities of the product.

KARA is only in skincare wipes; due to this the retail outlets like BIG BAZAR are not

very keen on having stock of such a small brand.

In BIG BAZAR and other retail outlets, consumers come to buy such things on which

there is some offer, and most of the consumer doesn’t buy KARA on MRP from BIG

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BAZAR, they said that on MRP this kind of product they can purchase from small

departmental stores in the market.

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

issue.

Still the demand for the KARA has increased and now most of the consumers get aware

about the product and its variants, result- sale increased. But there is shortage of stock

most of the time at BIG BAZAR.

In BIG BAZAR there is nothing for the promotion or visibility of KARA, there is no

posters and flexes, that’s why consumers don’t pay any attention towards KARA.

There is also a problem with some customers of KARA, they don’t know how to open the

packaging, they tear the packet of KARA from side, and they don’t open the flap.

Packaging is also not very good and attractive. Flap of KARA doesn’t remain sticky by

using again and again, and wipes get dried.

PROBLEM FACED BY HANDYS:

The main problem faced by HANDYS hand sanitizer wipes in market is that consumers

are not aware about the product, and there is no advertisement has made for the

promotion of the product.

Consumers prefer liquid hand sanitizers; sanitizing wipe is totally new concept in the

Indian market.

Competitors of HANDYS in the market are the well-known brands like- Dettol,

Lifebuoy, godrej hand sanitizers etc. so customers prefer these brands firstly.

In corporate to corporate, the pharmaceutical companies was targeted for deal of

HANDYS, most of the companies like the concept of HANDYS but when they use the

sample they feel that the quality is not very much satisfying, they said that the wipe is not

too much soft, and it is not very much wet, in their laboratories they deal with strong

chemicals so HANDY is not too much wet so it can clean all the chemicals, so they

prefer liquid hand sanitizers more.

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CHAPTER 7 RECOMMENDATION

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RECOMMENDATIONS

RECOMMENDATIONS FOR KARA

As we know that the competitors of KARA are mostly cosmetic brands, so to make a

strong position in the market, KARA must enter into a new product line, means KARA

must enter into the cosmetic world.

The recent advertisement of KARA, which is shown on the T.V, is not very much

inspiring. In the advertisement the is shown as the substitute of handkerchief, it must be

promote like a substitute of water, then it seems like some innovative or inspiring

product.

Only KARA in the market gives the verity in the wipes for different purpose, but

consumers have no awareness about it, so advertisement of each variant should be

telecast, so that everybody can know about the feature of different variants.

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

Male population should be targeted by making more and more awareness that it is a

unisex product, this is not specifically made for female population.

Prices are relatively high as compare to other wipes category like Chinese wipes

available in the market. Especially the sunscreen wipe of KARA is very expensive. So

price should be reasonable.

In stores like BIG BAZAR, customers visit there to buy such things on which there is

some offer. So offers should be given in the BIG BAZAR like-

– Buy 2 get 1 free

– Buy 1 get 1 free

– Or any free gift item with KARA

– Buy Large packet and get 10’s pack free.

– Discount in the MRP.

In the month of June and July sales at BIG BAZAR was excellent. Stock gets finished

within a week there and next P.O generate after 1 to 2 weeks. So P.O must be making

timely so that stock can’t finish there and we can’t lose the sales.

At BIG BAZRA there should be some posters or flexes around the bin of the KARA for

its promotion, so that more and more customers will get attract.

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

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

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There should be a cap instead of flap to open the packet, because flap doesn’t remain

sticky for long time and wipes get dried.

Packaging should be changed, there should be some attractive packing, because this

packing of KARA is looks like Chinese wipes packets, due to this most of the customers

don’t buy KARA and think that it is a Chinese product.

RECOMMENDATIONS FOR HANDYS:

Quality must improve.

HANDY must be wet, so that it can easily compete with liquid hand sanitizers, and can

clean hands more effectively.

Hand sanitizers are mostly used by school going children, so HANDYS should be

distribute as a free samples in schools. When children will like the product they will

make a habit to use it regularly.

There must be the logo of Aditya Birla group on front and on the top of the HANDY’S

box.

Heavy advertisement should be telecast on T.V for making awareness about HANDYS

by specially targeting the children.

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CHAPTER 8 LIMITATIONS

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LIMITATIONS

1. Research is based on the collection of data from both primary and secondary sources.

2. There may be a possibility of biasness on the part of some respondents, but very much care has

been taken to make this report unbiased.

3. Some respondents might not give the correct information due to their lack of interest and shortage

of time.

4. Time constraint.

5. All the information, which is taken, is biased on primary and secondary data that has its own

limitations.

6. Most of the respondents especially female respondents are reluctant to share some personal

information like contact details.

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CHAPTER 9 LEARNINGS

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LEARNINGS

1. Learn how to represent our self in front of the customer.

2. Learn how to deal with the customer, comment on product or supply chain.

3. Learn how to crack a deal and get the maximum order from the customer.

4. Learn about the supply chain working in the FMCG sector.

5. Learn about supply chain management and logistics in the FMCG sector.

6. Learn how to get through modern trade business.

7. Learn about the vendor registration form and how the purchase order been taken.

8. Learn how to negotiate with the customers to get deal through win-win situation.

9. Learn how the promotion and sales techniques used in FMCG sector.

10. Learn how to promote and place the product in the market and the retail chain store.

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CHAPTER 10 BIBLIOGRAPHY

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BIBLIOGRAPHY

1.www.adityabirla.com

2. www.adityabirla.com/birlacellulose

3. www.google.com

4. www.indiamart.com/company/1606980/products.html

5. www.indiainfoline.com/Markets/News/Archived/Aditya-Birla-unveils-Puretta-baby-care-

wipes/1052935807

6. http://marketingpractice.blogspot.com/2008/05/kara-skincare-wipes-at-your-best-always.html

7. http://www.ndtv.com/convergence/ndtv/aboutads/aboutads_Detail.aspx?anchor=puretta

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CHAPTER 11 ANNEXTURE

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QUESTIONNAIRE

OBJECTIVE: PRICE ANALYSIS OF HANDYS WIPES WITH ITS COMPETITIORS.

Name: ...............................................................................

Gender: Male Female

Age: 15-25 years 25-35 years

35-45 years above 45 years

Q1.What do you use for cleaning hands?

Antibacterial Soap Sanitizer

Liquid hand wash Handys wipes

Q2. Which are the most important things you prefer in buying a hand wash Product?

Hygiene Bacteria free Price Tested

Q3. Do you know what wipes are?

Yes No

Q4. If yes have you ever used wipes?

Yes No

Q5. Have you ever use Handys wipes for cleaning hands?

Yes No

Q6. Do you think fragrance should be there in wipes?

Yes No

Q7. If yes which fragrance would you prefer?

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No fragrance Sandal jasmine Rose

Q8.Rank the price of handys wipes compare with sanitizers?

Expensive Optimum Cheap

Q9. Rank the price of handys wipes compare with its quality?

Expensive Optimum Cheap

Q10. How would you rate handys on being worth what you paid for it?

Very Poor Poor Fair Good Excellent

Q11.Rank handys out of 5 on following points where 1= very poor and 5= excellent.

Quality

Price

Quantity

Availability

Q 12. What price do you suggest for handys one packet (20 pieces) in rupees?

30-40 40-50 50-60

Q13. What do you think which product is better.......

Handys wipes liquid hand wash

Antibacterial soap Sanitizer

Q14. Please specify why....

..........................................................................................................................