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BRM Project ReportA comparative analysis: Consumer

awareness on different brands of Wet Wipes.

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Introduction To FMCG

The Indian Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods (CPG).

FMCG sector is the fourth largest sector in the Indian economy and has market size of $13.1 billion.

FMCG has mainly three key segments: Personal Care, Household Care and Food & Beverages.

Further, Personal Care has five segments: Hair care, Skin care, Colors & cosmetics, Fragrances and Bath & shower products. The skin care market belongs to the Personal Care segment of the FMCG sector in India.

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Company Profile: Aditya Birla Group

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 136,000 employees belonging to 42 different nationalities.

Birla Cellulose A subsidiary of the Aditya Birla Group having the

Product Line of various wet wipes such as Puretta,Handy’s, Kara etc.

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WET WIPES PLAYERS IN MARKET

Currently these are the major players in the market and there are few Chinese players coming in the market as well and they are included in others category but the rest are as follows:

Fresh onesGood lookMistiqueJohnson & JohnsonUzanaKaraOthers

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KARA Skin 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. With the unique formulation of natural ingredients, these wipes are easy to use

anytime and anywhere.They are made from Birla Cellulose, a fibre that is 100 per cent natural and biodegradable.

Variants Deep Pore Cleansing Wipes Sunscreen Wipes Moisturising Wipes Make Up Removal Wipes Refreshing Facial Wipes

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Objective of the Study

Project Objectives:

To find out consumers Satisfaction towards Kara Wet Wipes and its competitors.

To find out the competition that exists among the different brands of Wet Wipes

Research methodology

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

Define objective

Selecting research

technique Selecting sample

Collection of data

Data processingInterpretation report

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Type of Research used:

Analytical research: It is a specific type of research that involves critical thinking skills and the evaluation of facts and information relative to the research being conducted. A variety of people including students, doctors and psychologists use analytical research during studies to find the most relevant information. From analytical research, a person finds out critical details to add new ideas to the material being produced.

Descriptive Research: (Aware of problem)Describes characteristics of a population or

phenomenon. Some understanding of the nature of the problem.

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DATA COLLECTION

Primary data was collected by means of survey. Questionnaires were prepared and were filled up the customers.

Secondary data has also been used as in terms of Internet, Magazines and Newspapers.

Sample:-Universe: People in the societyTarget Area: Vasant vihar, delhi, India.Sample size: 100 peopleSample Unit: Wet wipes usersSampling procedure: Random samplesType of research: Conclusive research, descriptive analysis is done.

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Competition that exists among the different brands of Wet Wipes.

Kara Good look Mistique Johnson & Johnson

Uzana Fresh ones Others0

5

10

15

20

25

20

1615

18

12

910

Consumer awareness for different brands

Users

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Consumers Satisfaction towards Kara Wet Wipes and its competitors

Kara Good look Mistique Johnson & Johnson

Uzana Fresh ones Others0

5

10

15

20

25

2 13 3 4

24

3

2

46 3

2

1

15

13

8

9

5

55

Customer Satisfaction level ExcellientCustomer Satisfaction level GoodCustomer Satisfaction level Satisfactory

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Hypothesis 

Null Hypothesis (HO): There exist no significant difference in the quality of Apollo, Kara and Johnson & Johnson

Alternate Hypothesis (HA): There exist significant difference in the quality of at least one of the three

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Z test (Two Proportion Test)

Qualities/Brand Kara

J&J

Quality 14 16

Varieties 7 5

Offers 9 6

Availability 10 12

Price 8 5

Total 48 44

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Z test Contd..

Setting up of hypothesis:H0: There exist no significant difference in the quality of Kara and

Johnson & Johnson.H0: P1=P2HA: There exist significant difference in the quality of at least one

of the two.HA: P1 ≠ P2 (two tail)Level of Significance:Let us assume level of significance (a) =5% i.e.0.05Now, α(0.05,two tail test)=1.96(Ztab)Now, according to formula

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Z test Contd..

Zcal= {p1=48/100=0.48p2=44/100=0.44}P= , and q=(1-p), (n1=48 and n2=44)After calculating we get p=0.46 and q=0.54After solving the above equation, we get Zcal=0.4Zcal<Ztab. Therefore accept H0

Conclusion: No, there is no significant difference in the quality of at least one of the two.

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FINDINGS

Quality of the wipes is being appreciated by some of the customersHigh competition from other brand of wipes such as Johnson&

Johnson as they are providing schemes and even their prices are low.

Few People are not familiar with the new concept of using wet wipes for almost all cosmetic needs. As certain study and research says that “Asian markets especially Indian market does not cater to new products as the people are more inclined towards tried and tested products”.

People are getting more conscious regarding brands, price and hygiene.

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RECOMMENDATIONS

Grasim Industries has been working hard to establish leading brand position of Kara in market. Kara has been able to prove its mettle and highly accepted by customers. I would like to recommend following activities those hopefully will help in growth of Kara. These are as follows:

The product needs rigorous advertising be it in print media and television, hoardings, van operations only then the awareness could be brought about the brand and the products.

There’s a huge demand for the product among the “new-generation working women” as they prefer handy products for convenient and easy accessibility. So focusing on the right consumer group is necessary.

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