Kara&Puretta

A Research Presentation onGrasim’s

Presented byPresented by: Gorav Sharma: Gorav Sharma MBA-IB MBA-IB

A1802009215A1802009215

Objective

To study, the current situation of “Kara skincare wipes and puretta baby care wipes ”

Promote the products in the market Create new potential areas for the

products Find out the measures to keep the

product ahead of its competitors

The Aditya Birla Group Among the top business houses in IndiaAmong the top business houses in India Operations spread over 25 countriesOperations spread over 25 countries Revenue at $29bn.(50% from overseas operations, in the league of fortune Revenue at $29bn.(50% from overseas operations, in the league of fortune

500500 130,000 employees, belonging to 30 nationalities130,000 employees, belonging to 30 nationalities Leadership position across businessesLeadership position across businesses

Grasim -Cement and viscose staple fibre

Hindalco - Aluminium and copper

Aditya Birla Nuvo -Apparels,VFY,Carbon Black,Fertilisers ,IT/ITes,Financial services

Idea Cellular -Telecom

Grasim: Market leader across business segments

CementRevenue Rs.135 Bn.

(US $ 2,825 Mn.)

Leading player in India─ 41.6 Mn. TPA Capacity,48.8 Mn.TPA by H1FY10 Market leader in white cement (0.5 Mn. TPA)

Viscose Staple FibreRevenue Rs. 30 Bn.

(US$ 638 Mn.)

World’s Top producer Capacity at 34K TPA(12% Global Share) Group is world’s largest with 23 % global market share Chemicals- 258K TPA Caustic capacity, largely for captive use

Swot Analysis

STRENGTHS WEAKNESSES

Strong brand recognition  Growing international presence Superior research and development department Strong financial returns & Cost leadership

Complexity of operation  Lengthy processing chain  

OPPORTUNITIES THREATS

Growth of core sector industries Rapid integration with global economy Booming construction business in asia Growing e-commerce’s business

Entry of global players  Take over possibilities Political threats The impact of foreign currency fluctuation and interest rates.

Competitors

Fresh One Good Look Freshia Mistique

Identified themes for analysis

Awareness Usability Trust Brand Preference Competitor Availability Positioning Comparison Pricing

Research MethodologyResearch Methodology

Research Design• Exploratory Research• Descriptive Research

Sample Design• Random Sampling

Limitations• Sometimes results are biased

Research Methodology

Demographics used for analysis:

AGE

11-20 21-30 31-40 41-50

Sample size - 261

Company Age Analysis

Most Preferred

11-20 21-30 31-40 41-50 Total

Q1. What do you use for cleaning your skin ?

Wipening Tissues

23 69 18 18 128

Q2. Is your wipe safe for your skin?

Yes 39 90 26 18 173

Q3. Are your wipes dermatologic ally tested?

Yes 45 99 26 24 194

Q4. Do you apply anything through wipes?

Yes 32 73 15 16 136

Q5. For how long are you using wipes?

1 yr 30 75 14 15 134

Q6. Which brand do you prefer the most?

Dove 14 24 12 15 65

Q7. What do you think is the main reason for your use of ABG’s brand?

Brand 32 76 23 14 145

Q8. What is the worst feature of ABG’s wipening product?

Price 31 95 27 18 171

Q9. Which is the closest competitor of ABG’S wipening products?

Mistique

31 60 16 13 120

Q10. Are ABG’S wipening products easily available in the market?

Yes 49 113 31 25 218

Q11. Do you think that the products are well placed in the stores?

Yes 44 111 26 23 204

Q12. What is the difference that you found in “KARA skincare wipes” and other wipes?

Quality 32 61 16 13 122

Q13. What is the first thing that comes to your mind when you buy an product ?

Quality 15 45 14 23 82

Q14. Tick the price of the products in your views?

Optimal 36 97 26 13 181

Q15. From where have you heard most about the about the wipes?

Radio 20 45 11 10 86

Determinations while doing research

Fresh Advertising campaign is required Threat from Cheap Chinese Products Needs to Reposition and Retarget the Product Low customer satisfaction Packaging issue resolved Low market reputation due to stock outs and

expired products. Threat from Indian Competitors. Weak Distribution Network Weak Internet reach

Learning's throughout the research

Product Selling Techniques. Bargaining techniques. Learnt to Work in Teams. Understood a completely new culture of

Grasim. Learnt to maintain daily Reports. Following Managers’ Instructions. Publicity and Advertising Techniques Sales Promotion Techniques.

Recommendations to Improve Branding

Increase expenditure on Advertising and Publicity.

Need to learn from competitors such as Johnson & Johnson.

Price correction if possible. Increase quota for samples. Associate a celebrity with a product. Proper Management of Inventory so as to avoid

stock outs. Fresh Advertisement campaign required.

Bibliography

Books: C.R Kothari Philip Kotler

Websites: grasim

adityabirla/birlacellulose

Other Sources: EBSCO Online Oxford University Press

Thank You