Executive Summary

Customer research is for discovering what people want, need, or believe. It can also

involve discovering how they act. Once that research is completed, it can be used to

determine how to market your product.

Customer research is a form of applied sociology that concentrates on

understanding the behaviors, whims and preferences, of consumers in a market-based

economy, and aims to understand the effects and comparative success of marketing

campaigns.

Thus Customer research is the systematic and objective identification, collection,

analysis, and dissemination of information for the purpose of assisting management in

decision making related to the identification and solution of problems and

opportunities in marketing. The goal of Customers research is to identify and assess

how changing elements of the marketing mix impacts customer behavior.

Questionnaires and focus group discussion surveys are some of the instruments for

market research

“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.

Behavior of the consumer can be easily get influenced by family, environmental

factors, friends, peers, relatives, social and reference groups and etc.

Grasim industries limited has come up with new division i.e. Consumer Product

Division and they have launched skincare wipes and to find out how far their concept

of such product is acceptable in the market they have given me 3 objectives:

a) Understand the perception & behaviour of consumer.

b) Understand the reaction and behavior of retailer and distributor.

c) Impact of advertisement on awareness

1

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 the responsible

features of the brands that make them what they actually are.

Ways to challenge the market leader and cut the competition.

Strategies to overcome the present market leader through making amendments in the

present processes.

A survey of 100 people was done using a questionnaire to understand and analyze the

exact situation of the market. Analysis part has been done through interviews and

surveys with the people visiting the retail stores in South Delhi.

Result showed that concept of the product is very new in the Indian market and

people are need to be educated more especially middle level people about this new

concept through extensive promotion activities. Product is easily acceptable in the

market as by high class people and moreover Grasim has already established brand

name in the market. Also the customers are quite price sensitive, they consider wipes

to be a non-essential item and are not willing to spend a lot of money on such a

product.

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TABLE OF CONTENTS

Project 1

MARKET RESEARCH

Chapter 1: Introduction and Scope of Study

Chapter 2: Objectives of the Project

Chapter 3: Company Profile –

Aditya Birla Group

Grasim Industries Ltd

Chapter 4: About the Product

Chapter 5: Indian Skin Care Wipes Market

Chapter 6 : Research Methodology

Chapter 7: Data Collection

Chapter 8: Analysis of data collected

Project 2

SUPERVISION OF FLOT ACTIVITIES

chapter 9: Market Activities of Kara

chapter 10: Float Activity

chapter 11: Findings of the Study

chapter 12: Recommendation

chapter 13 : Limitation

Bibliography

Annexure

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11

12

17

22

25

29

30

46

47

48

50

52

55

56

57

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CHAPTER -1

INTRODUCTION

4

PROJECT -1

MARKET RESEARCH

The report deals with the understanding of perception of consumer towards Kara

skincare wipes. The report involves a detailed study of market value of Kara skin care

wipes. The report involve analysis of 100 people‘s feedback in order to determine the

right strategy for increasing awareness for Kara. The report also involves the detail

study on market activities of Kara and mainly the float activity. Findings and

recommendation over Kara skincare wipes which are observed through market

research. It involves strategy how to capture the market and improve the quality of the

product.

SCOPE OF STUDY

The main to conduct this marketing research or this study is to find out the perception

of the consumer towards the new concept of the skin care wet wipes whether they

going to accept this new concept of the wet wipes or not or whether they still believes

in the traditional method of using the formulized based products. And even to study

hoe much awareness of this product is there in the market and the brand image of it.

The second main aim to conduct this study was to understand the retailers reactions

and expectation towards the KARA and to know that when any new product get

introduced into the market how its launching is going to be done.

The study of consumers helps firms and organizations improve their marketing

strategies by understanding issues such as how

The psychology of how consumers think, feel, reason, and select between

different alternatives (e.g., brands, products);

The psychology of how the consumer is influenced by his or her environment

(e.g., culture, family, signs, media);

The behavior of consumers while shopping or making other marketing

decisions;

Limitations in consumer knowledge or information processing abilities

influence decisions and marketing outcome; 

How consumer motivation and decision strategies differ between products that

differ in their level of importance or interest that they entail for the consumer;

and

5

How marketers can adapt and improve their marketing campaigns and marketing

strategies to more effectively reach the consumerThe study of consumers helps firms

and organizations improve their marketing strategies by understanding issues such as

how

The psychology of how consumers think, feel, reason, and select between

different alternatives (e.g., brands, products);

The psychology of how the consumer is influenced by his or her environment

(e.g., culture, family, signs, media);

The behavior of consumers while shopping or making other marketing

decisions;

Limitations in consumer knowledge or information processing abilities

influence decisions and marketing outcome; 

How consumer motivation and decision strategies differ between products that

differ in their level of importance or interest that they entail for the consumer;

and

How marketers can adapt and improve their marketing campaigns and

marketing strategies to more effectively reach the consumer.

6

CHAPTER-2

OBJECTIVE OF TRAINING

Challenges faced in branding of Kara being as new product in Indian market.

To study the perception of consumer and their behavior towards Kara skincare wipes.

To understand retailer expectations and behavior towards “KARA”.

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.

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CHAPTER-3

COMPANY PROFILE

Vision

To be a premium global conglomerate with a clear focus on each business..

Mission

To deliver superior value to our customers, shareholders, employees and society at

large.

Values

Integrity

Commitment

Passion

Seamlessness

Speed

8

Aditya Birla Group is India's first truly multinational corporation. The group

has an annual turnover of US$ 24 billion, market capitalization of US$ 23 billion, and

has over 100,000 employees belonging to over 25 different nationalities on its rolls.

The group has diversified business interests and is dominant player in all the sectors

in which it operates such as viscose staple fibre, metals, cement, viscose filament

yarn, branded apparel, carbon black, chemicals, fertilizers, insulators, financial,

service, telecom, BPO and IT services.

The origins of Aditya Birla Group can be traced back to the 19th century when Seth

Shiv Narayan Birla started trading in cotton in the town of Pilani, Rajasthan. In the

early part of the 20th century, Group's founding father, Ghanshyamdas Birla,

expanded the group and set up industries in critical sectors such as textiles and fibre,

aluminium, cement and chemicals. In 1969, Aditya Birla, the then Chairman of the

Group, put the group on the global map. He set up 19 companies outside India, in

Thailand, Malaysia, Indonesia, the Philippines and Egypt. Under Aditya Birla's

leadership, the group attained new heights and it became world's largest producer of

viscose staple fibre, the largest refiner of palm oil, the third largest producer of

insulators and the sixth largest producer of carbon black. After Aditya Birla's demise

his son Kumar Mangalam Birla took over the charge of the group and under his

leadership the group has sustained the numero uno position in the sectors in which it

operates.

The Group operates in 25 countries — India, UK, Germany, Hungary, Brazil, Italy,

France, Luxembourg, Switzerland, Australia, USA, Canada, Egypt, China, Thailand,

Laos, Indonesia, Philippines, Dubai, Singapore, Myanmar, Bangladesh, Vietnam,

Malaysia and Korea.

Globally the Aditya Birla Group is:

:: A metals powerhouse, among the world's most cost-efficient aluminium and

copper producers. Hindalco-Novelis is the largest aluminium rolling company. It

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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

:: The fourth largest producer of insulators

:: The fourth largest producer of carbon black

:: The 11th largest cement producer globally, the seventh largest in Asia and the

second largest in India

:: Among the world's top 15 BPO companies and among India's top four

:: Among the best energy efficient fertilizer plants

In India:

:: A premier branded garments player

:: The second largest player in viscose filament yarn

:: The second largest in the chlor-alkali sector

:: Among the top five mobile telephony companies

:: A leading player in life insurance and asset management

:: Among the top three supermarket chains in the retail business

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 is:

:: Working in 3,700 villages

:: Reaching out to seven million people annually through the Aditya Birla Centre

for Community Initiatives and Rural Development, spearheaded by Mrs.

Rajashree Birla

:: Focusing on: health care, education, sustainable livelihood, infrastructure and

espousing social causes

:: Running 41 schools and 18 hospitals

GRASIM INDUSTRIES LTD. 10

Grasim Industries Limited, a flagship company of the Aditya Birla Group, ranks

among India's largest private sector companies, with consolidated net turnover of

Rs.184 billion and a consolidated net profit of Rs.29 billion (FY2009).

Starting as a textiles manufacturer in 1948, today Grasim's businesses comprise

viscose staple fibre (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 24 per

cent global market share. Grasim, with an aggregate capacity of 333,975 TPA has a

global market share of 11 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 along with its subsidiary UltraTech Cement Ltd. has a capacity of

41.6 million TPA and is a leading cement player in India. In July 2004, Grasim

acquired a majority stake and management control in UltraTech Cement Limited. 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.

VSF

Grasim is India's pioneer in viscose staple fibre (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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Facts about Grasim industries ltd.

Grasim was incorporated on 25 August 1947, exactly 10 days after India achieved

independence

Originally a textile manufacturer, Grasim has successfully diversified

into VSF, cement and chemicals

Aditya Birla Group is the world's largest producer of VSF

The Aditya Birla Group is the 11th largest cement producer in the

world and the seventh largest in Asia

Second largest producer of caustic soda in India

Grasim and Graviera range of fabrics signify the 'power of fashion'

 

CONSUMER PRODUCTS DIVISION OF GRASIM

INDUSTRIES

Grasim Industries, an Aditya Birla Group Enterprise has started its Consumer Product

Division with various personal care & home care dry & wet wipes products. This

marks the company’s foray into the Indian FMCG market.

The Indian FMCG market is of US$13.1 billion and is the fourth largest sector in the

economy. FMCG Sector is expected to grow by over 60% by 2015. That will translate

into an annual growth of 10% over a 5-year period.

In 2008 the company launched Kara skin care wipes and Prim Home Care wipes.

Kara Skincare wipes is positioned as an essential skincare accessory.

In 2009 entered the baby care segment with the launch of Puretta. Puretta is targeted

at today's mother, who opts for a contemporary and convenient lifestyle. Introduced

for the first time in India, the Puretta product portfolio includes Complete Cleaning

Wipes, Germ Shield Wipes and Skin Nourishing Wipes.

CHAPTER- 4

12

KARA Skincare Wipes

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Grasim Industries has started its Consumer Product Division with various FMCG

products which includes personal care & home care dry & wet wipes products. The

main product of our concern for the research is Kara Skincare wipes.

It is not easy to look beautiful all the time. And it gets even harder when you are out

of home with pollution, dust and heat. Introducing for the first time in India, Kara a

complete range of skincare wipes.

In India, the market for wet wipes was gradually picking up with changing lifestyles

and the fast pace of life among the young and upwardly mobile population with

higher disposable income.

''Kara skincare wipes fill up the lacuna in this segment as there is lack of availability

of quality products at appropriate price in the Indian market.''

Kara Skincare wipes is a new product to hit the Indian market. The brand is now

running heavy print campaign announcing the launch. Kara Skincare wipes can be

called as India's first branded skincare wipe product. Skincare wipes are popular in

the west but in India the category is a new one. Although Indian consumers are

familiar with the products which are imported, its the first time that an Indian

company enter this segment Kara means care. The brand also marks Aditya Birla

Group's foray into the Indian FMCG market.

The brand 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.

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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.

Also Kara is loaded with lotions for different application like deep pore cleansing,

moisturizing, toning, sunscreen and make up remover.

Like……..

Rejuvenating the skin is a natural property of mint oil and cucumber coupled with

aloe Vera for skin nourishing – in refreshing wipes.

Jojoba and Avocado unclogs pres, detoxes and exfoliates dead skin in Deep Pore

Cleansing wipes.

Rose and Thyme are well known to have toning properties – used in Toning Wipes.

Honey and Almond are age – old products for removing dryness of skin and

moisturizing present in – moisturizing wipes

Aloe Vera and plum have natural sunscreen properties – Kara Sunscreen wipes.

Lavender cleaning and relaxing properties while Seaweed has nourishing effect on

skin – both used for makeup removal wipes.

15

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 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.

Kara is readily available pan India at superstores, cosmetic and chemist outlets and

modern retail.

The ease of usability of a convenient and high value product at an affordable cost in

India for a young and mobile population is a huge opportunity that Kara wishes to

address.

Kara wipes were highly effective with unique formulations having natural

ingredients that nourish the skin. They are alcohol free and dermatologic ally safe.

Kara is made from 'Birla Cellulose', a fibre that is 100 % natural and biodegradable

''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.

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 doesn’t

wither when rubbed hard and doesn’t 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 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.

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Manufacturing Facility of KARA

Kara wipes are manufactured at the company’s 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.

17

KHARACH

CHAPTER-5

WIPES MARKET IN INDIA

18

DISPOSABLE WIPES MARKET IN INDIA

Disposable wipes have evolved into a global business concept generating more than

$5 billion in sales a year. Achieving strong double-digit growth year after year, the

category now assumes a major role in the personal care market.

Spanning from make-up removal and deodorant wipes in personal care to floor and

furniture cleaning products in household care, disposable wipes have gradually

expanded to offer a wide range of new applications, replacing the traditional

combination of cloth, cotton and cleaning solution.

Changes in trends in the wipes market have also been driven by new product

developments and the positive reception of new product applications by the consumer.

It is most important to look at the development process as "full-circle innovation."

Focus cannot be limited to the components of the product or even the product as a

whole.

The global market for wet wipes continues to grow, although it is important to be

cognizant of the challenges that will present great difficulties to many. Those

companies that can combine cutting edge technology with the development of new

and innovative

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

19

that is for your own personal use or to deal with all those thankless jobs around the

house and garage.

Wiper Products and give helpful hints in their use.

The disposable wet wipes market, fairly niche and nascent in India, has grown

to Rs 30 crores. Birla Cellulose (Consumer Products Division of Grasim

Industries), which has launched three brands in this category namely Kara,

Puretta and Prim for various purposes over the last couple of years, accounts

for Rs 4 crores of the market.

In the US and Europe, 6 and 10 per cent of the income is spent on disposable

products. In India, it is 0.0001 per cent.

Worldwide, wet wipes are a $6-billion category, but in India, it’s a nascent

category, and a lifestyle item at that, not an essential one, so it will take a

while before there comes an inflection point.

The disposable wipes market posted double-digit growth in 2008. Consumer

awareness about hygiene products increased as a result of increasing

advertising, price reductions and the launch of cheaper variants by

manufacturers over the latter half of the year. Skin Care wipes also benefited

due to the faster pace of life in cities and the rise in the number of nuclear

families and working women, who tend to rely more on disposable products

when working in the kitchen or whilst travelling outside of the home.

The wipes in India are generally made of Viscose and Spun lace. Birla

Cellulose manufactures 98% of the Viscose Staple Fibre in India, so it is

poised to do well against other local players as they would have to purchase

VSF from it.

The leading market research agency KSA TECHNOPAK conducted a market

survey & discovered that there is a huge untapped potential for wipes in India.

According to the survey after Delhi NCR, Chandigarh is the biggest

market for cosmetics in North India. 

The disposable wipes market in India faces stiff competition from cheaper

Chinese imports.

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CHAPTER-6

RESEARCH

METHODOLOGY

21

RESEARCH DESIGN:

The research applied in this project is descriptive research. The main objective here

is to know about the awareness of the newly launched product Kara and to promote it.

The major objective of descriptive research is to describe something ---- usually

market characteristics or functions .Descriptive research is conducted for the

following reasons:

1. To describe the characteristics of relevant groups, such as consumer, organizations,

or market areas.

2. To estimate the percentage of units in a specified population exhibiting a certain

behavior.

3. To determine the perception about the products characteristics.

4. To determine the degree to which marketing variables are associated.

5. To make specific predictions.

Descriptive research is preplanned and structured. It is typically based on large

representative samples. A formal research design specifies the method for selecting

the sources of information and for collecting data from those sources. A descriptive

design requires a clear specification of the who, what, when, where, why, and way of

the research.

Sample DesignSample Design

I. Population

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The target population for this market survey included all , the retailers and

distributors in South Delhi and mainly females like professional and college

going people.

II. Sampling Frame:

The sampling frame for this study was the list of the store managers/operations

managers of the retail outlets, youngsters and working women are being covered

during the survey.

III. Sample Size

As the population was limited in this case, a small sample of 100 respondents was

taken.

IV. Sampling Technique

For the purpose of this survey, systematic sampling technique was employed as the

sample size was small and fixed and the sampling unit was clearly defined.

Techniques of Data Collection

As per the objectives given by the company to me we have planned to conduct the

various types of market survey in form of marketing research through various

techniques such as In-Depth interview and through the questionnaires. Quessionnaire

is basically being get prepared for the two purposes:

One is to analyze the behavior of the consumer towards the product named

“KARA” for which the entire marketing researches have been get conducted.

23

Second questionnaire is being got prepared to analyze the skills of the SALES

EXECUTIVES, RETAILERS & DISTRIBUTORS..

I used both the techniques i.e. in depth interview method as well questionnaire as

these survey techniques involves the collection of primary data about the subjects,

usually by selecting a representative sample of the population through the use of a

questionnaire. It is one of the most important and popular and oldest method of

collecting the data and helps in analyzing the various results as the objectives given.

It also ensures higher reliability than some other techniques. To make this technique

of questionnaire more relevant questions are going to be prepared which allows for

the standardization and uniformity both in the questions asked and in the method

approaching subjects, making it far easier to compare and contrast answers given by

the respondent group.

I used depth interview method most while interacting with the RETAILERS,

DISTRIBUTORS.. As we know that IN DEPTH INTERVIEW technique is also one

of the most important technique of the primary data collection and can also be said

that may also time saving. In depth interview method is face to face interview

method , in other words there is face to face interaction take place between the

respondent and the interviewer and it helps the interviewer to judge the gesturer

response and mind status of the respondent that what actually he wants to convey.

There is direct communication take place and this gives me the privilege of judging

the people at different levels and get different - different manner of responses which

was the distinct advantage.

Therefore, there were certain types of questions which I was required to ask from the

respondents as per their field this give me the high exposure opportunity which helped

me to learn that how to interact and talk in corporate world at different levels.

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CHAPTER-7

DATA COLLECTION

Questionnaire

Field work

In depth interview

The data which is collected in this project is primary and the report is based more on

primary data collected.

Methods of data collection

The task of data collection begins after a research problem has been defined and

research plan chalked out. While deciding about the method of data collection to be

used for the study the researcher should keep in mind two types of data via: primary

and secondary. The primary data are those which are collected afresh and for first

time, and thus happens to be original in character, the secondary data, on the other

hand , are those which have already been passed through statistical procedure.

PRIMARY DATAPRIMARY DATA

The sample was taken from south zone of Delhi. The sample size of 100 was taken.

Primary Data was collected through structured questionnaires,

personal-interviews/discussions in context to the behavior of the consumer towards

25

the skin care wipes and the reaction and the expectations of the retailers from the

company and the new product named KARA.

SECONDARY DATASECONDARY DATA ::

Secondary Data was collected from Internet, news articles, journals etc.

CHAPTER-8

DATA ANALYSIS

26

SWOT Analysis

27

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

Stiff competition from lower priced Chinese wipes.

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

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.

STRENGTHS

The name Aditya Birla Group means a reliable product

Natural & Biodegradable product

Innovative Concept

Segmentation of specific wipes for specific purpose

Availability in more than 5 variants

Alcohol free product

Dermatologically safe

WEAKNESS

Retailer’s margin is far less.

High Price as compared to competitors.

There is a lack of awareness at the

ground level

Poor packaging is another weakness.

Irregular follow-up by the salesman is

hindering the sales to go up

Questionnaire Analysis

Questionnaire Analysis

Question- 1 .

Have you ever used or considered using a wipe to clean your skin ?

33%

67%

YESNO

Interpretation

Out of 100% , maximium 67% of people said that YES they do use wipes and only

33% of people said that they don`t use wipes this reflects that there is much

awareness among the people that what are wipes and its usage. And to increase

awareness company is doing promotional activities to cover the rest 33% of the

sample.

28

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

Stiff competition from lower priced Chinese wipes.

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

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.

This trend of wipes is generally acceptable by the people because of it is trendy and

it helps to change their standard of living. As wipes are not the indian product and

not the tradition in India, hence It takes time to be populated in the market.

Question-2.

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

15%

46%

33%

6%

TOWELCOTTONWIPESOTHERS

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 and cotton. So, there is a great scope

for wipes in the Indian market and the product can achieve success because people

will be ready to accept the concept of Kara.

29

According to the data collected, 46% of the respondents think cotton is the

convenient and hygienic way of cleaning their skin. This could be due to lack of

awareness that viscose is more absorbent than cotton. 33% of the respondents went

for wipes .6% of the respondents feel that other methods like dry tissues, face wash

etc are more convenient for cleaning the skin.

Question-3.

Which of the following wipes do you prefer?

16%

2%

22%

12%

48%

KARAFRESSIAFRESH ONESMYSTIQUECLEAJOHNSON & JOHNSONOTHERS

Interpretation

This analysis gives us an idea about the brand preferences of the respondents. The

highest percentage (48%) is occupied by the others category. The brands mentioned in

the others category are Chinese Brands, Clarus , Dove, Good Looks, Oriflamme,

Etiquette , L’Oreal. And now a days people are getting more and more concious about

their skin and they also want some kind of schemes also.

30

The Chinese wipes have a large market share due to their penetration pricing. The

major competitors of KARA apart from Chinese wipes are Clea (12%) and Mystique

(22%) and 16% of the respondents said that they prefer KARA.

Question-4

For what purpose do you use wipes?

CLEANING SKIN

MOISTURIZING

FRAGRANCE

REMOVING MAKE UP

AS SUNSCREEN

TONING

REFRESHING

ANY OTHER

0% 5% 10% 15% 20% 25% 30% 35% 40%

37%

2%

8%

16%

5%

3%

29%

0%

Series1

Interpretation

Looking at the chart majority of the respondents (37%) use wipes for cleaning the

skin which is also the primary function of a skin care wipe. Also 29 % of the

respondents use it for refreshing purpose. And only 16% of the respondents (all

women) use wipes for removing make-up. The usage of wipes for other purposes is

relatively quite low. Because it’s the perception of the customer that the wipes are the

substitute of Handkerchief but not the substitute of their bottled products. The

company main aim is to change the habbit of the customer to use wipes instead of

their chemicals products

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Question -5.

What do you look in for, while buying wipes?

CLEANING EF

FECTIV

ENES

S

EASY

AVAILABILIT

YVALU

E

BRAND NAME

DURABILITY

PACKAGE SIZE

MULTI TA

SKING

0%

5%

10%

15%

20%

25%

30%

35%29%

14%12%

20%

1%

10%14%

Series1

Interpretation

As shown in chart 5th, the two main factors which play an important role in the

purchase decision of wipes are Cleaning Effectiveness (29%) and Brand Name (20%).

The wipes are mostly purchased by Middle Class and Upper Middle Class who are

brand conscious more emphasis is on brand name. Availability and Multi-tasking

capability of the wipes are other relevant factors.

32

Question-6.

According to you what should be the ideal package for wipes?

Sachet

10s Pack

20s Pack

30s Pack

Family Pack

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

19%

11%

5%

24%

41%

Series1

Interpretation

Chart 6th illustrates the percentage breakup of the respondent’s preference for the

package size of wipes. We interpret that the customer likes almost all types of

packing. We can see that 41% think that the ideal size should be a family pack that is

more than 30 wipes in a pack. Kara does not come in a family pack. 24% respondents

prefer the 30s pack size. A small but sizeable number of people (19%) think sachet is

the best package size since it is easy and convenient to carry. The availability of Kara

in the form of sachets is an issue.

33

Question -7.

According to what should be the ideal price for the multipurpose medium size wipes pack?

Rs 25-50 Rs 50-75 Rs 75-90 Rs 90-120 Above Rs 1200%

10%

20%

30%

40%

50%

60%

Series1

Interpretation

Looking at chart 7 we can say the consumer of skin care wipes are price sensitive

more than half (51%) respondents think that the ideal price for a medium wipe is

Rs25-50.This might be due to a reference frame set in the minds of the consumer

when they compare other brands with cheap Chinese imports. It can be said that the

respondents (10%) generally do not prefer spending more than Rs 75 on a medium

sized pack of wipes.

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Question- 8

31%

38%

22%

9%

How often do you visit outlet like Big Bazaar,More,Store99 .etc.?Often Regularly Occasionally Rarely

Interpretation

Only 38% of the customers visit the retail outlets regularly. So the company should

not focus only on retail outlets for their promotional activities because it may happen

that majority of the young generation may remain unaware of the product who have

the potential of buying the product.

Company can focus on the all departmental and the normal medical store many

customers do their shopping from these store because of convenience and people do

visit these stores on regular basis also to buy the perishable products or other

products.

35

Question -9.

Noticing the benefits that multipurpose wipes (like Kara and Puretta)

provides in today’s fast paced life with so much pollution and other infect

ants that harm your skin, can we say that these wipes are becoming a

somewhat necessity?

14%

52%

22%

7%

5%

Strongly agreeAgreeNeutralDisagreeStrongly disagree

Interpretation

Most of the customer (52%) seems to be agreeing on the point that in today’s fast

paced life with so much pollution and other infects ants that harm the skin of a

human, these wipes are becoming a necessity. Because the dust particles, pollution

sun rays etc. make the skin dull, so the wipes are the necessity of Indians because its

36

climate. So, Aditya Birla Group being first in FMCG sector to launch branded wipes

can take advantage of this growing necessity and become a market leader.

Question-10.

Do you feel that multipurpose wipes (like Kara and Puretta) are more

convenient and cost effective than formulized products?

80%

20%

YesNo

Interpretation

From the pie chart above, it is clear that the customer majority of the customer believe

that these skincare wipes are more convenient and cost effective that the formulized

products being used. This is because of the naturality of the product and its hygienic

and biodegradable nature. Out of 100%, maximum 80% customers believe that wipes

are more convenient as compared to cotton or formulized products. Because of easy to

carry feature, it can be used at anywhere anytime.

37

Question -11.

How do you come to know about Kara?

PRINT ADVT

RETAIL OUTLETS

FRIENDS & PEERS

OUTDOOR ADVT.

ANY OTHER

0% 5% 10% 15% 20% 25% 30% 35% 40%

25%

21%

8%

34%

12%

Series1

Interpretation

If we look at Chart 11th, we see that 34% of the respondents replied that they came to

know about Kara through Outdoor Advt. . This percentage was lower in the first

month of the research as the company had not started with the promotional activities.

It also indicates that the outdoor advertisement of the company on bus stops and

other prominent locations is being noticed by the people. Also 25 % replied that they

came to know about KARA through print advt. in newspapers and magazines.21%

respondents said that they came to know about the product through the promoters at

the retail stores and the store sales man.

38

Question-12.

56%

23%

21%

When do you normally prefer to use skin care wipes?

while travelling at home at office

Interpretation

56% people believe that the Kara is mainly used while traveling or when they go

outside from their houses because its disposable form. Only 23% think that they can

also use at home as a substitute of cosmetics. But due to the traditional concept of

India they believed on creams mainly and many of them don’t ready to be use at home

because its refreshing wipes which is benefitted only when the people on the go.

39

Question -13.

33%

35%

16%

16%

From where do you normally prefer to buy most of your skincare prod-

ucts?Departmental store Medical storeSuper market Malls

Interpretation

Most of the customers (35%) do their shopping of skincare products from medical

store because they get all type of cosmetics and the all variety there. And rest 33% do

their shopping from near by departmental store. As that is more convenient to them.

They can also bargain at that store because they are known to them and they can save

their time also. Malls and the supermarkets are also preferred by the customers but not

that much because these are very time consuming and customers have to go there

specially.

40

Question-14.

What makes Kara products different from other brands?

VALUE FOR MONEY

QUALITY UTILITY PACKAGING0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

18%

32%

41%

9%

Series1

Interpretation

The last question asked was regarding the factor that differentiates KARA from other

brands. 41% replied that utility of Kara was more than other brands,since it is

available is six variants for different purposes.While 32% of the respondents replied

that the quality of Kara skin care wipes is better than other brands. Packaging of the

product is not a major differentiating factor.18% of the respondents felt that Kara skin

care wipes provide value for money.

41

42

PROJECT -2

SUPERVISION OF FLOAT ACTIVITY

CHAPTER-10

MARKET ACTIVITIES

OF KARA

Introduction

Year Round Magazine Visibility

1 Month Newspaper Campaign

Multiple Station Radio Campaign

Outdoor Campaign

Extensive Retail Presence

Road Shows & Mall Activations

43

Marketing activity is the medium by which the company generates awareness of its

product in the market via different source of advertisement. The main objective of

these activities is to create awareness in the market, as the customers don’t know

much about the Kara. By giving advertisement on newspaper, hoardings and

magazines attract many customers due to their presentation and colour scheme.

Activities help the company to capture market share and to compete with the

competitors in the market. As there is many Chinese wipes are available which are

very cheap as compared to the Kara so there is a need to educate the customers. The

activities like float activity and road shows giving the free demo to the customers.

Consumers come to know about the product and its usage through these activities. It

helps to develop a brand image in the mind of consumer.

Float Activity

JOB OBJECTIVE

To supervise the activities of promoters and beautician.

44

To check the location of the float whether the place of float is desirable or not.

To keep records of people who visit the float in a particular area.

To keep a check on the starting and ending time of the activity.

To check the availability of samples of Kara in the float.

To interact with retailers of that area and try to convince him about the

product.

Float activity is basically a road show in which advertisement of product and

company is done by the help of large vehicle and promoters. The promoters make the

consumer aware of product by free sampling and telling about the USP of the product.

There is one beautician in the float who gives the free demo or mini facial to the

customer and note down their feedback in the visiting diary.

On the float there is one MC who speaks few lines on Kara to attract the customers.

She introduces the product to them and the explanation is given by the promoter.

In this activity I have to supervise them whether they are performing their duty well

or not and in case of any problem I need to intimate the higher authority about it

immediately.

Availability of samples in the float is another main task that I had to take care because

without sample no demo is taken by the promoters.

This activity was conducted in the month of May from 28 th may to the 28 th june,

which covered the all poh residential area and the main markets of Delhi and NCR

where we can found the crowd always. The locations like Paschim Vihar, Vasant

45

Vihar, Vasnt Kunj, GK, and Lajapat Nagar Etc. Weekends were the most happening

days of the float because on weekends there were maximum entries occurred.

CHAPTER -11

FINDINGS OF THE STUDY

FINDINGS OF RESEARCH

As per the marketing research its been concluded the following observation:

Quality of the wipes is being appreciated by most of the customers (mainly

fragrance and material).

High competition from other brand of wipes as they are providing schemes at

very low prices.

People are getting more conscious regarding brands, quality, and hygienic

thing.

Most of the people are aware of wet wipes but not about the whole skin care

regime in the format of wet wipes.

Retailer are not much interested in Kara as they get very low margin as

compared to other Chinese wipes

46

ALLOTED STORES

BIG APPLE, HAUZ KHAS SASTA BAZAAR, JNU

Visited for 7 days visited for 20 days

No youngsters at all Educated youngsters

Mainly vegetables buyers or grocery

itemsDemands of wipes are there.

Kara placed in skincare department. People are mainly looking for flavours

like lemon.

No customers on day time People found very expensive.

Very less sale on week days Retailer want display and One promoter

PERCEPTION OF THE CONSUMERS

Quality of the product is superior to other wet wipes.

Offer and schemes should be provided

Concept is totally new and don’t get understand easily.

Customer feel that it can be used only while traveling

PERCEPTION OF THE RETAILERS

Margin is very less, get more in Chinese wipes.

Totally a new concept needs to take time to educate people about Kara.

Great competition from the other brands like L'Oreal, Dove, Clarus as prices

are relatively less and easily acceptable by customers

47

FINDINGS OF FLOAT ACTIVITY

Successful in spreading awareness in the market.

Due to sampling and free demo, now people have no doubts related to quality.

Demand of the product is increased.

Advertisement not only attracts normal people only but they also attract

retailers also.

Helped to develop brand image in the market.

Got suggestion from consumer to improve the quality of the product.

CHAPTER-12

RECOMMENDATIONS

48

As per the survey and the interviews which I have undertaken, personally I strongly

believe that there are so many factors which are need to be kept into the mind while

introducing any new product with new concept into the market, especially that market

which doesn’t have that similar kind of concept in the market as far earlier.

Companies need to look upon the various factors like:

Current market situations,

Various distribution channels,

Needs of the customers,

Retailer’s expectations and so many.

49

Following are some recommendations on the basis of interviews and surveys

undertaken

Good concept in the Indian market to modernize the people and to improve the

standard of living.

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

Chinese wipes available in the market at cheap prices.

More than 10 floats should be placed only on weekends at the very posh areas

of Delhi & NCR to increase the awareness and to educate them.

In order to beat the Chinese wipes market competition there is need to do and

need to adopt the policies of aggressive advertising, campaigns, free samples,

penetration policies of pricing.

It is essential to invest in promotion especially for new to market product

sampling and to create awareness for the products. Distributor should be

provided with thorough training in product knowledge.

Agent should be given a reasonable price for the product to avoid undercutting

by parallel importers.

Work closely with your local agent on a win-win basis. Make sure that

channels of distribution are closely supervised. To the extent possible, protect

your agent against parallel imports.

Actively contact retailers directly, not only through importer or agent.

Product is highly meant for the high class people in order to meet the middle

class market some catalogues along with the samples should be circulated as

free sampling to educate the entire class of people.

Better to introduce wipes according to skin types with required pH balance.

50

There is huge competition from the Chinese wipes so it requires to do

aggressive advertising, campaigns, samplings in order to attract the customer

and to capture the maximum market.

Retailers getting very high margin from the Chinese wipes so company should

also take care its retailers expectations so that it will fulfil its needs and keep

him satisfied.

In order to beat the market of Chinese wipes company should educate the

people that what is good for them and what is bad by organising the

campaigns at different places.

It is generally a product of high class people and is beyond the thinking of

middle class people so regular message to educate them should be done

through broad casting media.

Regular contact should be maintained with the retailer directly so that they can

give their feedback to the company regarding to the consumer reaction rather

than through the agents.

Some schemes on time basis should be get introduced soon in order to attract

the customer and to tell them about the quality of the product

Chapter 13

LIMITATIONS

Due to small size of the sample it was quite difficult to find out the exact

result of the new concept acceptance by the customers.

Unawareness among the customer about the availability of the skin care

wipes in the market.

51

General people are unable to understand this concept of skincare wipes they

consider refreshing wipes in skin care category so they need to be educated

more.

Lack of aggressive advertising on broadcasting media.

High class people product and there is lack of effective campaigning.

Only very few people get qualified for this in depth interview

Bibliography:

12.1 Books and Reading

Kotler, Philip (2005) “Marketing Management”, Pearson Education (Eleventh Edition).

Marketing Research, an Applied Research, fifth Edition, Naresh K. Malhotra

“Consumer Behaviour” by Schiffman kanuk

52

12.1 Websites

www.adityabirla.com www.grasim.com http://marketingpractice.blogspot.com/2008/05/kara-skincare-

wipes-at-your-best-always.html http://www.indiaprwire.com/pressrelease/consumer/

2008060410008.htm http://living.oneindia.in/insync/2008/aditya-birla-group-kara-

skincare-wipes-070608.html

ANNEXURE

QUESTIONNAIRE

Name: Occupation:

Age: Gender:

Address: Contact no. :

1. Have you ever used or consider using a wipe to clean your skin?a) Yes b) No

53

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

a) Towel b) Cottonc) Wipes d) Any other (specify)

3. Which of the following wipes do you prefer?a) Kara b) Fresh onesc) Good look d) Mystiquee) Johnson & Johnson f) Cleag) Any other

4. For what purpose do you use wipes? a) Cleaning skin b) Moisturizingc) For fragrance d) Removing make upe) As sunscreen f) Toningg) Refreshing h) Any other…….

5. What do you look in for, while buying wipes?a) Cleaning effectiveness b) Multi taskingc) Value d) Durabilitye) Package size f) Easy Availabilityg) Brand name

6. According to you what should be the ideal package for wipes?a) Sachet b) 10s packc) 20s pack d) 30s packe) Family pack

7. According to what should be the ideal price for the multipurpose medium size wipes pack?

a) Rs 25-50 b) Rs 50-75c) Rs 75-100 d) above 100

8. How often do you visit outlet like Big Bazaar, More, Store99 etc.?a) Often b) Occasionallyc) Regularly d) Rarely

9. Noticing the benefit that multipurpose wipes(like Kara and Puretta) provides in today’s fast paced life with so much pollution and other infect ants that harm your skin, can we say that these wipes are becoming a somewhat necessity?

a) Strongly agree b) Agreec) Neutral d) Disagree e) Strongly disagree

10. Rate the following attribute of wipes on a scale of 1 to5.(1 being lowest) a) Convenient …………

54

b) Hassle free ……….c) Optimized efficiency ...…….d) Easy to carry ……….e) Disposable ………..f) Hygienic ………..g) Assurance of Brand ………..

11. Do you feel that the multipurpose wipes (like Kara & Puretta) are more convenient and cost effective than the formulized products?

a) Yes b) No

12. How do you come to know about Kara?a) Print advertisementb) Retail outletc) Friends & peersd) Outdoor advertisemente) Any other……..

13. When you normally prefer to use skin care wipes?a) While travelingb) At homec) At office

14. From where do you normally prefer to buy most of your skin care products?

a) Departmental Storeb) Medical Storec) Supermarket d) Malls

15. What makes Kara products different from other brands? Do you think that Kara skin care wipes are …

a) Value for money b) Quality c) Attractive packaging d) Utility

16. Recommendation if any…………………………………………………………………………………………………………………………………………

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56