How to Minimize the Chinese

8/13/2019 How to Minimize the Chinese

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HOW TO MINIMIZE THE CHINESEWIPES MARKET AND TO FIND

THE TARGET CUSTOMERSSUMMER INTERNSHIP REPORT SUBMITTED TOWARDS THEPARTIAL FULFILLMENT OF POST GRADUATE DIPLOMA INMANAGEMENT

INDUSTRY GUIDE:MR. DIVYANKAR GOELREGIONAL SALES MANAGERNORTH DIVISION

SUBMITTED BY:ASHUTOSH KUMAR SINGHPGDM(2009-2011)JIML-09-038JAIPURIA INSTITUTE OF MANAGEMENTVINEET KHAND, GOMTI NAGARLUCKNOWPage 1 of 79 Ashutosh Kumar Singh

DECLARATIONI hereby declare that the following documented Project Report titled How to

minimize the Chinese wipes market and to find the target customer is anauthentic work done by me.The study was undertaken as a part of the course curriculum of PGDM-Full TimeProgram of Jaipuria Institute of Management, Lucknow.

ASHUTOSH KUMAR SINGHPage 2 of 79 Ashutosh Kumar Singh

ACKNOWLEDGEMENTNo academic endeavor can be single handedly accomplished. This work is noexception.I take this opportunity to express my deep sense of gratitude to all those who

have contributed significantly by sharing their knowledge and experience in thecompletion of this project.I, Ashutosh Kumar Singh from Jaipuria Institute of Management, Lucknow wouldlike to thank my project Supervisor Mr. Divyankar Goel, Regional SalesManager, for his support and guidance during my project at Grasim Industries,Delhi. Sir, it was a great learning experience working under your supervision.I would also like to thank Mr. Sudhir Srivastava, ASM, Delhi- NCR for their kindguidance at every level. I would like to thank you for your kind support as andwhen I needed.I would also extend my gratitude to Mr. Amit Bhardwaj, DM, Big Bazar, GIPNoida, Mr. Tekchand and other staff members for their kind assistance during my

project. I would like to sincerely thank all of you for your help.THANK YOU ALL


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ASHUTOSH KUMAR SINGHPage 3 of 79 Ashutosh Kumar Singh

TABLE OF CONTENTS Declaration2

Acknowledgement...3 Table of contents.....4Chapter 1: executive summary.....6Chapter 2: research Methodology....8 Objective of study..9 Research design9 Sample size9 Scope of study...9 Sampling technique10 Data collection.10 Limitation..11 Chapter 3: About Aditya Birla..12 Company profile13 Globally Aditya Birla is.14 In India, Aditya birla is..14 Vision..15 Mission15 Values.15 Logo16 Businesses.17 Major companies20

About Grasim Industries22 Viscouse staple fibre24 Cement...27 Chemicals .28 Textiles...28 Globalfootprint..29 About Birla Cellulose.32Page 4 of 79 Ashutosh Kumar Singh

Vision and Values......40 Companies and units.40Chapter 4: about the product41 Product profile.42 Varients43Chapter 5: Brand Analysis44 How it works...47Chapter 6: Data Collection...49Chapter 7: Findings and their analysis..51 Customers profile..65Chapter 8: problem faced by the products69Chapter 9: recommendations..72Chapter 10: bibliography..74


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Chapter 11 : annexure..76Page 5 of 79 Ashutosh Kumar Singh

CHAPTER 1

EXECUTIVE SUMMARYPage 6 of 79 Ashutosh Kumar SinghEXECUTIVE SUMMARYIn last few years, the growth and development story of India has seen differentstages. From the time of independence to 1991, the time of liberalization in Indiaand then to the twenty first centaury, the markets have shown tremendouschanges. Today consumers have got the power and the income to spend onproducts. Different firms entered in the market and lost but many succeeded andmake their mark. All the markets starts with nascent stage and later grow to itsmaturity, same with the wipes market which is in its nascent stage in India now

but the potential is high if explored.A project means a task assigned by the company. My project topic is How tominimize the Chinese wipes market and to find the target customers in GRASIMINDUSTRIES & BIRLA CELLULOSE, Aditya Birla Group.The objective of my research was to identify the various factors responsible forthe slow progress of the product in the market. And to study the target market forKARA skincare wipes. Also give recommendations for the same.Chinese wipes have entered in the Indian market few years back but with in afew years it has got it self in a good position. We need to look at the variouspossible factors which lead to this situation and to formulate a strategy for KARA

to handle them conveniently.I have tried to ask as much questions from the customers as possible and aspersonally as possible. I have selected the customers for the questionnaires atrandom but most of the time females have shown more interest than malecustomers and hence the proportions of female samples are more than male.My work is restricted to only a hyper mart, i.e. Big Bazaar where only those whovisited that hyper mart is taken for this research work. So, the samples are thosewho visited that hyper mart in that period.Page 7 of 79 Ashutosh Kumar Singh

CHAPTER 2RESEARCH METHODOLOGYPage 8 of 79 Ashutosh Kumar Singh

Objective of the study:To study, how to minimize the Chinese wipes market that has spread all over theIndian wipes market and to find the target customers.

Research Design:Research methodology is the arrangement of condition for collection andanalysis of data in a manner that aims to combine the relevance to the research

purpose with economy in procedure. Research is conceptual structure withinwhich research is conducted. It is way to systematically study and solve the


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research problems.The research can be viewed from the following parameters:a) The research is exploratory in nature. Explorative studies valuablemeans of finding out what is happening to seek new insights to askquestions and to access phenomenon in a new light. It also involves

formulation of hypothesis.The study involves finding out present data of demand for skincare wipesand prospective buyers and consumers of the skincare wipes.b) The research is also descriptive in nature. Descriptive study is anextension of exploratory study. Research was done to find out Marketfeasibility of Kara skincare wipes, so that we can make strategies toestablish our products in the market in a better way, providing moreawareness and place the product properly as well as promote the brandand emerge as a competition in the market.

Sample Size:

The data was collected through the questionnaires, getting them filled from thecustomers. The sample size for the study taken is 342.

Scope of study:Page 9 of 79 Ashutosh Kumar SinghThe data collected gives the clear picture of the product in the markets of Delhi-NCR, under study in this research, and gives the company an indication aboutwhether it is feasible to move on with the persisting movements and marketingstrategies, and if no, then how to go about it and make it worthwhile for the brandas well as the company. And conclude on what should be the most favored deal.

Sampling Technique:

A closed end questionnaire was constructed for the survey. A set ofquestions was presented to respondents for their answers.

Data Collection:Primary Data:The first hand information bearing on any research is the one which has beencollected by the researcher. The data here is collected through:A structured questionnaire

Secondary Data:The data which has already been collected, complied and presented earlierby any agency may be used for purpose of investigation. The data collected

through: Various publications in form of annual reports, various papersand journals published from time to time. Through internet and BooksPage 10 of 79 Ashutosh Kumar Singh

Limitations of the study: Research is based on the collection of data from both primary andsecondary sources but the secondary data is taken only for the purpose ofIndustry profile and Company profile. There may be a possibility of biasness on the part of some respondents,

but care has been taken to make this report unbiased. Some respondents might not give the correct information due to their lack


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of interest and shortage of time. Time constraint.All the information, which is taken, is biased on primary and secondarydata that has its own limitations. Location constraint i.e. I have done this project while being at Big Bazaar,

so the customers of that hyper mart are taken as sample.Page 11 of 79 Ashutosh Kumar Singh

CHAPTER 3ABOUT ADITYA BIRLAPage 12 of 79 Ashutosh Kumar Singh

Company Profile:The Aditya Birla Group is a multinational corporation based in Mumbai, Indiaand operations in 25 countries including Thailand, Laos, Indonesia, Philippines,Egypt, Canada,Australia, China, USA, UK, Germany, Hungary, Brazil, Italy,France, Luxembourg, Switzerland, Malaysia and Korea.A US$ 24 billion conglomerate, with a market capitalization of US$ 23 billion.Over 60 per cent of its revenues flow from its operations across the world.TheGroup 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.Page 13 of 79 Ashutosh Kumar SinghThe group is a major player in all the industry sectors it operates in. The Group

has been adjudged the best employer in India and among the top 20 in Asia bythe Hewitt-Economic Times and Wall Street Journal Study 2007.

Globally the Aditya Birla Group is: A metals powerhouse- among the worlds most cost-efficient aluminum andcopper producers. Hindalco, from its fold, is a Fortune 500 Company. It is alsothe largest aluminium rolling company and one of the 3 biggest producers ofprimary aluminium in Asia, with the largest single location copper smelter. No. 1 in viscose staple fibre. The 4th largest producer of insulators. The 4th largest producer of carbon black. The 10th largest cement producer globally and the 2nd largest in India. Among the best energy efficient fertilizers plants.

In India, Aditya Birla is: Largest premium branded apparel company.

The second largest producer of viscose filament yarn

The second largest in the chlor-alkali sector

Among the top five cellular operators

Among top 10 Indian BPO companies by revenue size

Among the top five asset management and private sector lifeinsurance companies

Among the top three supermarket chains in the retail businessPage 14 of 79 Ashutosh Kumar Singh


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

MISSIONTo deliver superior value to our customers, shareholders, employees and society

at large. .VALUESIntegrityCommitmentPassionSeamlessnessSpeedPage 15 of 79 Ashutosh Kumar Singh

LOGOThe logo is the symbolic reflection of these traits. It is the cornerstone of our

corporate identity. It helps us leverage the unique Aditya Birla brand and endowsus with a distinctive visual image.Depicted in vibrant, earthy colours, it is very arresting and shows the sun risingover two circles. An inner circle symbolising the internal universe of the AdityaBirla Group, an outer circle symbolising the external universe, and a dynamicmeeting of rays converging and diverging between the two.Through its wide usage, we create a consistent, impact-oriented Group image.This undoubtedly enhances our profile among our internal and externalstakeholders.Our corporate logo thus serves as an umbrella for our Group. It signals thecommon values and beliefs that guide our behavior in all our entrepreneurialactivities. It embeds a sense of pride, unity and belonging in all of our 130,000Page 16 of 79 Ashutosh Kumar Singhcolleagues spanning 25 countries and 30 nationalities across the globe. Our logois our best calling card that opens the gateway to the world.

BusinessesAditya Birla is organized into various subsidiaries that operate across differentsectors. Among these are viscose staple fibre, non-ferrous metals, cement,viscose filament yarn, branded apparel, carbon black, chemicals, Modernretail(under the 'More.' brand of Supermarkets, and also under the Trinethra, andFabmall brands until recently), fertilizers, sponge iron, insulators, financialservices, telecom, BPO and IT services. The Group consists of four maincompanies, which operate in various industry sectors through subsidiaries, jointventures etc. These are Hindalco, Grasim, Aditya Birla Nuvo, and UltraTechCement.

Non Ferrous MetalsThe groups non-ferrous metals are under Hindalco. It is a dominant player inaluminum and copper. Its manufacturing locations are primarily in India, and itowns mines in Australia. On February 11, 2007, the company entered into anagreement to acquire the Canadian company Novelis for U$6 billion, making thecombined entity the world's largest rolled-aluminium producer. On May 15, 2007,

the acquisition was completed with Novelis shareholders receiving $44.93 peroutstanding share of common stock.


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Hindalco has also recently acquired Alcan's stake in the Utkal Alumina ProjectJoint venture in Orissa ,India. Hindalco is a Fortune500 company. Hindalcomakes alumina chemicals, primary aluminum, rolled products, alloy wheels,roofing sheets, wire rods, Cast copper rods, copper cathodes and several otherPage 17 of 79 Ashutosh Kumar Singh

products. But the project has faced massive protests from locals. On 16 Dec2001 three tribal people were shot dead because they were opposed to theproject. Pro company police, administration and goons have cause massiverepression in the area and gross human rights violations.

CementThe Groups cement business is under both Grasim and UltraTech cement.Together the two companies under the group account for a substantial share ofthe cement market in India. UltraTech cement comprises the erstwhile cementbusiness of L&T which was acquired by the group. UltraTech announced anincrease in sales by 17% and Profit After Tax by 46% for the quarter endingSeptember 30, 2007

Carbon BlackThe Group is the fourth largest manufacturer of Carbon Black worldwide. Itoperates out of facilities in Egypt, Thailand, India and China.It is a major supplierto several major automobile tyre manufacturers worldwide.

Textile BusinessThe Aditya Birla Group is the world's largest player in the Viscose Staple Fiberindustry. It operates out of India, Laos, Thailand, Malaysia and China. It owns theBirla Cellulose brand. Apart from viscose staple fiber, the group also owns acrylicfiber businesses in Egypt and Thailand, viscose filament yarn businesses andspinning mills at several locations all over India and South East Asia.The group has pulp and plantation interests in Canada and has recently investedin plantations in Laos The Aditya Birla group is also a major player in thebranded garments market in India. Its subsidiary, Madura Garments, is a majorPage 18 of 79 Ashutosh Kumar Singhproducer of textile fabric as well as the brand licensee of Louis Phillip, VanHeusen and Allen Solly in India. It operates company owned retail outlets inseveral cities in India.and now planning to go to Pakistan as well.

Telecom ServicesAditya Birla Group holds a 98.3% stake in Idea Cellular, a leading telecomoperator in India. Idea Cellular started off as a joint venture with the group,AT&T

and the Tata Group. However the stakes of the remaining partners waseventually acquired by the group. After an Initial Public Offering on the IndianStock Markets, Idea Cellular now accounts for a third of the group's marketcapitalization.

Other BusinessesApart from the above businesses, the group is a major player in industry sectorslike Insulators, Fertilizers, IT (It owns PSI Data Systems Limited -http://www.psidata.com), ITeS (It owns Transworks and recently acquired theCanadian BPO Firm Minacs), Chemicals, Mining, Sponge Iron, FinancialServices (A joint venture with Sunlife) and more recently, Retail.

PhilanthropyThe Group actively involves itself in several community development initiatives


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-in particular around its manufacturing locations . The group also supportsdevelopment activities in areas like healthcare, education, sustainable livelihood,infrastructure and social causes. It works in 3700 villages, reaching out to 7Page 19 of 79 Ashutosh Kumar Singhmillion people annually through the Aditya Birla Centre for Community Initiatives

and Rural Development.It runs 45 Schools and 18 Hospitals.MAJOR COMPANIESThe major companies of the Group are among India's leading corporates. Theseinclude

Grasim --viscose staple fibre, rayon grade pulp, cement, chemicals,textiles

UltraTech Cement Ltd -- ordinary portland cement, portland blastfurnace slag cement, portland pozzolana cement and greyportland cement

Samruddhi Cement cement Hindalco -- aluminium, copper Aditya Birla Nuvo -- garments, viscose filament yarn, carbon black,textiles, insulators

Idea Cellular Ltd .telecom Birla Sun Life Insurance Co.Ltd life insurance Birla Sun Life Asset Management Company Ltd .*--mutual fundPage 20 of 79 Ashutosh Kumar Singh

Aditya Birla Money Mart Limited-mutual fund distribution Aditya Birla Capital Advisors Private Limited (ABCAP) --

private equity advisory and investment management, for Indian andoffshore investors

Aditya Birla Money Limited -- leading player in broking space Aditya Birla Minacs IT Services Ltd application development,maintenance and enhancement solutions

Aditya Birla Minacs Worldwide Limited- customer relationsmanagement (CRM), integrated marketing services, knowledge processoutsourcing

Aditya Birla Finance Limited-- asset-based finance, corporatefinance and investment banking, capital market and treasury

Birla Insurance Advisory & Broking Services Ltd -- non-lifeinsurance advisory and broking services non-life insurance advisory and broking servicesapparelretail

Peter England Fashions and Retail Ltd -- apparel retail Madura Garments Exports Limited apparel export Aditya Birla Retail Limited -- multi-format stores Tanfac Industries Ltd .fluorine chemicals Essel Mining & Industries Ltd -- iron and manganese ore mining,noble ferro alloys

Page 21 of 79 Ashutosh Kumar Singh


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ABOUT GRASIM INDUSTRIESPage 22 of 79 Ashutosh Kumar Singh

Grasim Industries Limited:

Grasim Industries Limited, a flagship company of the Aditya Birla Group, ranksamong India's largest private sector companies, with consolidated net turnover ofRs.184 billion and a consolidated net profit of Rs.22 billion (FY2009).Grasim Industries Limited was incorporated in 1948; Grasim is the largestexporter of Viscose Rayon Fiber in the country, with exports to over 50 countries.This, along with Aditya Birla Nuvo can be considered as the flagship companiesof the AV Birla Group. Grasim is headquartered in NagdaIts core businesses are VSF and cement, which contribute to over 90 per cent ofits revenues and operating profits. The Aditya Birla Group is the worlds largestproducer of VSF, commanding a 23 per cent global market share. Grasim, withan aggregate capacity of 333,975 tpa has a global market share of 12 per cent. It

is also the second largest producer of caustic soda (which is used in theproduction of VSF) in India.In cement, Grasim along with its subsidiary UltraTech Cement Ltd. has acapacity of 45.7 million tpa as on 30 June 2009 and is a leading cement player inPage 23 of 79 Ashutosh Kumar SinghIndia. In July 2004, Grasim acquired a majority stake and management control inUltraTech 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.

Viscose staple fibreGrasim is India's pioneer in Viscose Staple Fibre (VSF), a man-made,biodegradable fibre with characteristics akin to cotton. As an extremely versatileand easily blendable fibre, VSF is widely used in apparels, home textiles, dressmaterial, knitted wear and non-woven applications.Grasim's VSF plants are located at Nagda in Madhya Pradesh, Kharach inGujarat and Harihar in Karnataka, with an aggregate capacity of 333,975 tpa.

NagdaNagda is its largest unit producing a wide range of VSF to suit customerrequirements in terms of length, denier and colour and also second and thirdgeneration fibres like Modal, Excel and Solvent Spun fibres, respectively. Nagdais also the largest producer of spun-dyed specialty fibre in the world.

Harihar

The Harihar unit houses facility for manufacture of both VSF and rayon gradepulp, the basic raw material for VSF. The company's Rayon Grade plant was thefirst in India to use totally indigenous wood resources with in-house technologyfor producing rayon pulp with an innovative oxygen bleachingprocess to reduce the use of chlorine.

KharachThe VSF plant at Kharach, set up in 1996, employs the most modern technologygiving it a competitive edge in the export market.Page 24 of 79 Ashutosh Kumar Singh

Joint Ventures (JV)

Grasim has the following overseas companies:AV Cell and AV Nackawic in Canada


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AV Cell and AV Nackawic supply dissolving grade pulp to the Groups VSF unitsin India, Thailand and Indonesia.

Birla Lao Pulp & Plantation Limited in LaosTo further strengthen the backward integration in pulp, Birla Lao has beenformed as a JV with other associate companies for raising captive plantations at

Laos. This will provide a low cost source for wood to meet future requirements ofa green field pulp plant in due course of time.

Birla Jingwei Fibres Company Limited in ChinaThe JV with Hubei Jingwei Chemical Fiber Company Ltd. was formed in 2006 formanufacturing VSF. Currently, this plant has a capacity to produce VSF of35,000 tpa.This spread and scale of operations make the Group's VSF operations very costcompetitive. Moreover, vertical integration into plantation, manufacturing of rayongrade pulp and horizontal integration into production of principal raw materialrequired for VSF production, namely, caustic soda, intermediate inputs namelyCS2, sulphuric acid along with captive power and steam generation facilities,further enhance its competitive edge.Page 25 of 79 Ashutosh Kumar Singh

Reasearch & DevelopmentGrasim has established a very strong R&D base covering different stages of thevalue chain.Grasim Forest Research Institute, Harihar is involved in R&D of forestry. BirlaResearch Institute for Applied Sciences (BRI), Nagda is involved in thedevelopment of different generations of cellulosic fibres. Textile ResearchApplication Development Centre (TRADC) at Kharach, a NABL accredited Lab,is involved in addressing research and development related to downstream

textile value chain comprising various fibres, yarns, processing, garments, etc.With the capability to offer the entire range of cellulosic fibre under the umbrellabrand of Birla Cellulose, Grasim has positioned itself as a dependable supplierof cellulosic fibres for Feel, Comfort & Fashion across global markets. Topenetrate into niche market segments and to grow further, the division hasventured into the production of high performance viscose fibres aptly namedViscose Plus, High Wet Modulus Fibres (Modal) and new generation SolventSpun Fibres and Birla Excel.Grasim is also the largest producer of Sodium Sulphate, a byproduct of VSFmanufacture. This chemical is widely used in the paper and pulp, detergent,glass and textile industries.Page 26 of 79 Ashutosh Kumar Singh

CementGrasim has grown to become a leading cement player in India. >> Grasimventured into cement production in the mid 1980s, setting up its first cementplant at Jawad in Madhya Pradesh and since then it has grown to become aleading cement player in India.Grasims cement operations today span the length and breadth of India, with 11composite plants, 11 split grinding units, four bulk terminals and 64 ready-mixconcrete plants as on 30 June 2009.All the plants are located close to sizeable limestone mines and are fully

automated to ensure consistent quality. All units use state-of-the-art equipmentand technology and are certified with ISO 9001 for quality systems and ISO


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14001 for environment management systems.Leveraging the strong equity and goodwill of the house mark, the company has astrong national brand UltraTech cement under theAditya Birla Group logo.Grasim is also nurturing some regional brands like Vikram Cement andRajashree Cement.

Grasim is one of the largest ready mix concrete (RMC) players in India. RMCbusiness is in a rapid growth phase. The company has consolidated capacity of11.31 million cubic meters with the network of 64 plants as on 30 June 2009.Grasim is also the largest producer of white cement in India, with acapacity of 560,000 tpa as on 30 June 2009. Branded as "BirlaWhite", white cement division manufactures world-class whitePage 27 of 79 Ashutosh Kumar Singhcement in a variety of textures and finishes. It has applications in floorings andexterior wall finishes, apart from other innovative uses. The division alsomanufactures value added products like putty, GRC etc. which are used in wallfinishing and various architectural applications.

ChemicalsGrasim has India's second largest caustic soda unit. >> Rayon grade causticsoda is an important raw material in VSF production. To achieve a reliable andeconomical supply of this chemical, Grasim set up a rayon grade caustic sodaunit at Nagda in 1972, with an initial capacity of 33,000 tpa. This has since grownto 258,000 tpa, making it the country's second largest caustic soda unit.It uses cost-effective membrane cell technology and is 100 per cent selfsufficientin power. For gainful utilisation of chlorine, the unit has expanded itsoperations with the production of stable bleaching powder (SBP) used in waterpurification, sanitation and as a bleaching agent; poly aluminium chloride (PAC)

used in water treatment, paper sizing and effluent treatment; and chlorosulphonic acid, used in vinyl sulphate, the raw material for dyes andintermediates, saccharin, drugs and pharmaceuticals, etc.

TextilesGrasim has strong nation-wide retail network and also caters to internationalfashion houses in USA and UK. >> Grasim has a strong presence in fabrics andsynthetic yarns through its subsidiary, Grasim Bhiwani Textiles Limited, and iswell known for its branded suitings, Grasim and Graviera, mainly in the polyester- cellulosic branded menswear. Its textile plants are located at Bhiwani (Haryana)Page 28 of 79 Ashutosh Kumar Singh

and Malanpur (Madhya Pradesh). Fabric operations are centralised at Bhiwaniwith a processing capacity of 17.0 million metres a year, while the Malanpur unitmanufactures worsted dyed yarn spun from 100 per cent merino wool along withpolyester and other blends.Grasim's strong nationwide retail network includes 50 exclusive showrooms aswell as 200 wholesalers and 25,000 multi-brand outlets through which it reachesits customers. Grasim caters to international fashion houses in the USA and UKsupplying fabric to them for manufacturing of garments, which are available insome of the largest retail chain stores.

Global footstepsIndo-Thai Synthetics Company Ltd was incorporated in 1969 in Thailand, startedoperations in 1970, this was Aditya Birla Groups first foray into internationalventure. Aditya Birla Group incorporated P.T. Elegant Textiles in 1973 in


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Indonesia. Thai Rayon incorporated in 1974, this was the second company inThailand, operating in Viscose Rayon Staple Fiber. Century Textiles Co. Ltd. istaken over by Aditya Birla Group in 1974; this company is a weaving and dyeingplant manufacturing and exporting variety of synthetic fabrics. PT Sunrise BumiTextiles incorporated in 1979, it produces yarn exported over 30 countries in 6

continents. P.T Indo Bharat Rayon incorporated in 1980 produces ViscoseStaple Fiber in Indonesia to become a dominant player in the domestic marketas well as export markets. Thai Polyphosphates and Chemicals was started in1984 in Thailand to produce Sodium Phosphates, presently merged with ThaiEpoxy and Allied Products Company Limited (1992), Thai Sulphites andChemicals Company Limited (1995) to form Aditya Birla Chemicals Ltd. Thiscompany supplies to sectors such as food, textiles, electrical and electronics,composites, leather, plastics and automobiles. PT Indo Liberty Textiles wasincorporated in 1995 to manufacture synthetic spun yarn.

Focus of Growth Post MFAIn late 1990s and later, the focus was the textile business because of the end ofMulti-Fiber Arrangement (MFA) which opened a host of opportunities to Indianexporters. In this period, Aditya Birla Group took a three route strategy forgrowth.Page 29 of 79 Ashutosh Kumar Singh Rapidly enhance existing capacitiesAcquire and Build Garment brands for local and international marketsJayashree textiles was acquired by Aditya Birla Nuvo (formerly Indian Rayon), isa leading producer and exporter of yarns and fabrics to 50 countries with aturnover of $413 million. It acquired Madura Garments in 2000 to enter thebranded garments business. Has brands such as Louis Philippe, Van Heusen,

Peter England, Allen Solly, SF Jeans among others and also a global supplier toglobal buyers such has Marks & Spencers, Polo etc. Vertical integration to get cost advantageAV Cell Inc., a joint venture between Aditya Birla Group and Tembec, Canada,established operations in 1998 to produce softwood and hardwood pulp for thepurpose of internal consumption among different units of the Group.Together, Aditya Birla Group and Tembec, Canada have acquired AV NackawicInc., which produces dissolving pulp, as a further step to integrate. Grasimindustries Ltd. is a leading player in the Viscose Staple Fiber (VSP). The AdityaBirla Group's VSF manufacturing plants straddle Thailand, Indonesia, India andChina. At each of these locations, further capacity expansions are under way

in Thailand by 31 ktpa; in Indonesia by 37 ktpa; in India by 64 ktpa and in Chinaby 30 ktpa. These brownfield expansions, slated to be completed by the secondquarter of 2008, will further notch up the Group's VSF production from 566 ktpato 727 ktpa and entail an investment close to US$ 260 million.Grasim wants to follow a strategy of backward integration, right from plantationstage to the final VSF stage. The Group's VSF business operates through itsthree companies Grasim Industries in India, Thai Rayon Corporation inThailand and Indo Bharat Rayon in Indonesia, which also oversees its Chineseoperations at Birla Jingwei Fibres, China.

Joint venturesThai Rayon Promoted in 1974 by the Aditya Birla Group, Thai Rayon is the solemanufacturer of Viscose Rayon Staple Fibre (VSF) in Thailand. More than 50 percent of Thai Rayon's VSF throughput is directly exported to more than 20


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countries worldwide. The VSF meets the stringent quality expectations ofcustomers in USA, Mexico, Europe, Turkey, Canada, Israel, Australia, SouthKorea, Philippines, Indonesia, Pakistan, Bangladesh and Sri Lanka.Page 30 of 79 Ashutosh Kumar SinghPT Indo Bharat Rayon Marketed under the brand name of 'Birla Cellulose', the

company produces a wide range of VSF in engineered specifications for textilesand non-woven applications. The company's strong focus on environmentalprotection is reflected through its investments in a sophisticated state-of-the-artwaste-water treatment plant and scientific waste disposal systems.

Sources of competitive advantageCost Grasim is the lowest cost producer of VSF in the world. It is the mostintegrated fibre producer with the chain stretching right from Forest to Pulp toFibre to Yarn. All most all the intermediate inputs are captive. Besides, their inhouseengineering division enables us to grow in a most cost effective way.Technology On technology front, they produce all the three generations of manmade cellulosic fibres from an in-house developed capability through researchand development. Their research and development efforts are not limited to fibrestage alone but extend to entire textile value chain. While the plantation andrelated activity is carried out at Grasim Research Institute (GFRI, Harihar, India),the Product innovations are carried out at Birla Research Institute (BRI, Nagda,India). For value chain related activities, a state of art Textiles Research &Application Development Centre has been established at Kharach, Gujarat-Indiato entire textile value chain from yarn to fabric to garments.Markets On marketing front, their reach extends to the entire globe, throughmarketing offices. On a global level, their major strength is in spun-dyed fibresand now other specialities such as Non-woven, Modal and Excel have started

penetrating in global markets. Their brand Birla Cellulose is firmly entrenched inthe market. Their value added marketing services comprising of technical,logistical, financial, marketing and informational support have enabled us toemerge as the most preferred supplier of VSF in world.Our offerings whetherfrom India, Thailand, Indonesia or China are all marketed under the motherbrand Birla Cellulose and sub brands Birla Viscose, Birla Modal & Birla Excel.An umbrella brand has enabled us to create a common identity for our productPage 31 of 79 Ashutosh Kumar Singhacross the globe irrespective of its production origin and creating of awarenessand consumer pull.u have to come in kiet.

ABOUT BIRLA CELLULOSEPage 32 of 79 Ashutosh Kumar SinghBirla Cellulose:Birla Cellulose is the Aditya Birla Group's umbrella brand for its range ofcellulosic fibres. It comprises versatile sub-brands; Birla Viscose, Birla ViscosePlus, Birla Modal, and Birla Excel. These brands offer a wide range of functionalbenefits such as soft feel, high moisture absorbency, bio degradability andcomfort to the wearer. These fibres have multiple applications including apparel,home textiles, dress material, knitwear, non-woven etc.Fibre is one of the oldest businesses of the Aditya Birla Group that commenced

in 1954. Birla Cellulose is a world leader in viscose staple fibre (VSF). Itsproduction is spread across six countries, viz. Canada, Thailand, India,


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Indonesia, China and Laos. The Group independently fulfills India's entire VSFrequirements.With a strong focus on Research and Development (R&D), the Group's R&Dinitiatives span the entire value chain. Grasim Forest Research Institute pulp to plantation research

Page 33 of 79 Ashutosh Kumar Singh Birla Research Institute for Applied Sciences pulp to fibre research Textile Research & Application Development Centre (TRADC) valuechain from fiber to garments / made"Nature is the genesis of all that surrounds us, therefore, what other than naturecould be the origin of Birla Cellulose." Nature is the source of Birla Cellulose andherein lies the inspiration of their logo.'Fibres from Nature' is the theme and the 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. Thefloating leaves symbolise the key characteristics of Birla Cellulose which are

"comfort and lightness". The vibrant green indicates that Birla Cellulose can takeon vibrant colours. The circle signifies the cycle of nature and sustainability.Nature remains the underlying theme for all the brands: Viscose is symbolized by the fresh green of summer Modal is symbolised by the burnt orange of autumn Excel is symbolised by the deep pink of spring

Birla Cellulose is: Natural - Soothing, comforting and elevating, Birla cellulose exhibits allqualities of its source nature. Stylish - The drape and fall of Birla Cellulose with its natural inheritance is

a fashion statement. Timeless - Just like nature, Birla Cellulose, is timeless and shall alwaysremain in vogue. A fashion catalyst - A hint of Birla Cellulose in your wardrobe brings inthe glamour that differentiates between mundane and fashionable Versatile - Birla Cellulose combines the best properties of all fibres. It isextremely blendable hence enhancing the realms of possibilities inclothing.

The characteristics:Page 34 of 79 Ashutosh Kumar Singh

Viscose is a 100 per cent natural fiber sourced from wood pulp, a natural andrenewable resource. Over the years it is being widely recognized as a 'Fibre ofchoice' by fabric producers.

Birla Cellulose - Fibres from Nature : Contributing to agreen worldPreserving our environment has always been the inspiration behind BirlaCellulose. It has successfully achieved this goal through the following initiatives:

Nurturing and building the green coverOver a million plantlets are being produced from identified superior clones fordevelopment of clonal orchards and plantations.

Page 35 of 79 Ashutosh Kumar SinghLand conservation


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Efforts are on to encourage tree-farming practice on marginal, sub - marginaland fallow lands to the best advantage of the country. The yield of Viscose isseven times that of cotton for the same land area. Thus significantly contributingto conservation of land, and reaping maximum results from this limited resource.

Water conservationBirla Cellulose Viscose is highly environment friendly. Every kilogram of viscoseproduced saves 200 buckets of water when compared to cotton. Thus itpreserves one of the most valuable natural resources.

Zinc free productResults in, manifold benefits through the value chain due to the unique crosssection.

Process friendlinessThe process being followed for production is environment friendly and green dueto the following advantages: Non toxic effluent as a result of replacement of zinc by alum Less solid waste generation due to reduced lime consumption Reduced risk of fouling biological microorganism in reactor

SpunShadesThis variant is environment friendly and results in conservation of waterthroughout the value chain. It is Okeo Tex certified, i.e. it meets the ecologicalrequirements set for baby articles.Page 36 of 79 Ashutosh Kumar Singh

Birla Cellulose - The Fibre of Choice benefitsPage 37 of 79 Ashutosh Kumar Singh

Heavy metal free Viscose Plus:Cross section differentiationPage 38 of 79 Ashutosh Kumar SinghZinc Zinc free

Despite its known toxicity, zinc has remained anindispensable input to VSFBirla Cellulose is the only heavy metal / zinc free viscose with the following greenproperties: Reduced effluent load Improved fibre properties

Reduced production cost Technological adaptability

Birla Cellulose : The perfect blendBirla Cellulose fibres are the perfect blend with all types of fibres. The benefits ofusing Birla Cellulose as a blend are as below:Page 39 of 79 Ashutosh Kumar Singh

Birla Cellulose blends Benefits of blending with Birla CelluloseBirla Cellulose-cotton Makes cotton soft and suppleImproves fabric uniformityImparts sheen and colour brilliance

Birla Cellulose-wool Improves wear propertiesImparts softness


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Enhances skin friendlinessAdds shine and lusterBirla Cellulose-silk Maintains sheen of silkImproves comfortEconomical and fashionable

Birla Cellulose-synthetics Improves comfort, breathability, lustre and skinfriendlinessBirla Cellulose-elastane Offers excellent sheen, comfort and stretch

Vision and values:To be the world leader in man-made cellulosic fibre.The company believes in value-creation for all its stakeholders, throughinnovative research and development initiatives which in-turn develop the marketPage 40 of 79 Ashutosh Kumar Singhfor man-made cellulosic fibres.

Companies and units:

An integrated outlookBirla Cellulose is growing by leaps and bounds through both organic andinorganic route. The efforts towards integration and self sufficiency are asfollows: Backward integration into pulp and plantation Captive power plant at all locations In house manufacturing of all major chemicals and auxiliaries used in VSFmanufacturing.In house engineering division that caters to new project implementation

Beyond business

A value-based, caring corporate citizen, the Aditya Birla Group inherentlybelieves in the trusteeship concept of management. Part of the Group's profitsare ploughed back into meaningful welfare-driven initiatives that make aqualitative difference to the lives of marginalised people. These activities arecarried out under the aegis of the Aditya Birla Centre for Community Initiativesand Rural Development, which is spearheaded by Mrs. Rajashree Birla.Page 41 of 79 Ashutosh Kumar Singh

CHAPTER 4

ABOUT THE PRODUCTPRODUCT PROFILEProduct Profile:Page 42 of 79 Ashutosh Kumar Singh

SKINCARE ON THE GOAditya Birla Group, has recently launched its new product Kara SkincareWipes. Kara Skincare wipes is a solution to skin care regime out of homeaconvenient way to be at you best always. Sometimes your hectic scheduleleaves 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 youre on the go.With a unique formulation of natural ingredients, these wipes are easy to use


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anytime, anywhere. Whats more, they are made from Birla Cellulose, a fiber thatis 100% natural and biodegradable.

Kara Skincare wipes are: Convenient Hassle free application of lotion without using cotton balls. Portable Optimized Efficacy 100% Natural and Biodegradeble HygenicAlcohol free Dermatologically SafeAssurance of The Aditya Birla Group

Variants of the Product:Page 43 of 79 Ashutosh Kumar Singh

REFRESHING FACIAL WIPES:Kara Refreshing wipe is enriched with Aloe Vera for skin nourishment andMint Oil for effective freshening. It ensures effective cleansing to remove dirt,excess oil and grime from the face and neck and also leaves a lingeringfragrance.

DEEP PORE CLEANSING WIPES:Kara Deep Pore Cleansing is a gentle, effective way to clean your skin ofdirt, grime and excess oil. Enriched with Jojoba and Avocado extracts, itunclogs pores, detoxifies and thoroughly exfoliates dead skin cells.

MOISTURIZING WIPES:Kara Moisturizing wipes is enriched with the goodness of Almond andHoney for beautiful radiant and glowing skin. It is also fortified with vitaminsfor skin conditioning and is suitable for use right throughout the year.

TONING WIPES:Kara Toning wipes is enriched with Rose and Thyme extracts that tightenthe skin and maintain the normal pH balance.

SUNSCREEN WIPES:Kara Sunscreen wipes has a formulation of SPF 20* which protects theskin from the adverse effects of UVA and UVB sunrays. It is enriched withantioxidants like Plum extract & Vitamin E that nourish the skin and Aloe Veraextract that keeps the skin moisturized.

MAKE UP REMOVAL WIPES:With seaweed extracts and lavender, it removes all types of make up.Finally, a wipe that gets in purse and can be used anywhere.Page 44 of 79 Ashutosh Kumar Singh

CHAPTER 5BRAND ANALYSISBRAND ANALYSISPage 45 of 79 Ashutosh Kumar SinghKara Skincare wipes is a new product to hit the Indian market. The brand is nowrunning heavy print campaigns announcing the launch. Kara Skincare wipes can


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be called as India's first branded skincare wipe product. Skincare wipes arepopular in the west but in India the category is a new one. Although Indianconsumers are familiar with the products which are imported, its the first timethat an Indian company has entered in this segment.

Kara means care . 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 : Ginnifilaments website).Kara Skincare wipes is positioned as an essential skincare accessory. The brandis being launched in six variants Refreshing Deep Pore Cleansing Toning Moisturizing Sunscreen Wipes

Make up removal wipesThe brand should target the young lady professionals who oftenneed to meet alot of people and have to work in outdoors.The brand aims to create a new category of wipes in India . Hence the challengeis to educate the targetted consumers about the usefulness of this product. Thistask is cut out for Kara since the targetted consumer is already exposed to suchproducts. 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 climatewhich necessitates such a product and second is the growing number of ladyPage 46 of 79 Ashutosh Kumar Singhprofessionals .

The brand has the tagline " skin care on the go " which clearly communicatesthe core brand positioning. The brand is being promoted as the anytime solutionto look goodKara has a good potential to create and own a new category. The brand alreadyhas the first mover advantage. But the category does not have much entrybarriers. It can face stiff competition from cheap imports. But Kara has thefinancial backing of Birla group and the investment in building this brand willpave the way for another successful marketing story.

HOW IT WORKSPage 47 of 79 Ashutosh Kumar Singh

The science behind this dullness is the formation of unstable molecules calledfree radicals when your skin is exposed to elements like pollution, sun, wind,temperature, and stress during the day. These react with the skin to deplete skinproteins (collagen) and thus weaken the skin substrate to cause a slowcontinuous ageing, which one does not realise till the effects start showing in theform of wrinkles and sagginess. How do we prevent this? The answer lies in aregular dose of nourishment for your skin that is rich in antioxidants.With a new innovative product range of Kara Skincare Wipes rich in naturalextracts, this once incurable problem has found an extremely simple answer.What you could not do so far through the day is now possible as many times asyou want. A critical three step action which cleans your skin, gives it essential

hydration and replenishes the vital nutrition of the skin can be done in one easyswipe, thanks to the advanced skin wipe technology from Kara . Its unique


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innovative three step action that is set to change your skincare routine, andensure that the skin stays young and vibrant all though the day.

1. Skin cleaning: Skin experts recommend thorough cleaning of the facebefore applying anything in order to avoid blocking of pores with lotions whichcan result in boils, acne and pimples. To take care of this, every skincare wipe

has fibrils on its surface which ensure thorough cleaning of the skin pores whenthey come in contact with the skin.

2. Hydration : The benefits of water in preventing skin ageing and dullnessare well established. Each skincare wipe has 80% aqua loading which istransferred to the skin, ensuring a rich, ageless and healthy skin.Page 48 of 79 Ashutosh Kumar Singh

3. Nourishment:Antioxidants are substances that combat free radicals,and thus help reverse the process of ageing. A steady dose of antioxidantsthrough the day helps in preventing skin ageing. Each Kara Wipe has naturalingredients like avocado, aloe Vera, almonds etc. which serve as antioxidants,

and thus nourish the skin constantly to gradually reveal flawless, glowing skin.This three step action was always a very critical need for the skin, and with therevolutionary wipe format of skincare, it has enabled women to rectify dullsagging skin all through the day. Additionally, a mesh like structure of the easyto-carry around wipe helps to hold just the right amount of lotion for one timeusage, and a superior applicator technology that regulates the uniformity of lotionabsorption into the skin. Therefore, the right amount of skincare at the right timeis the Kara way of doing skincare. Make Kara skincare wipes a habit, andsee your skin rejuvenate and glow with health and beauty, forever!Page 49 of 79 Ashutosh Kumar Singh

CHAPTER 6DATA COLLECTIONPage 50 of 79 Ashutosh Kumar Singh

Data Collection:Primary Data:The first hand information bearing on any research is the one, which hasbeen collected by the researcher. The data here is collected through:A structured questionnaire

Secondary Data:The data which has already been collected, complied and presented earlierby any agency may be used for purpose of investigation. The data collectedthrough: Various publications in form of annual reports, various papersand journals published from time to time. Through internet Books.Secondary data is taken only for the purpose of Industry profile. Rest of thedata collected is primary and exclusively of the beholder of this project.

Page 51 of 79 Ashutosh Kumar Singh


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CHAPTER 7FINDINGS AND THEIR ANALYSIS

Note: The following findings and their analysis is done solely on the basis ofresponses given by the customers to whom closed ended questionnaires aregiven.according to their responses analysis and conclusions are drawn.Page 52 of 79 Ashutosh Kumar Singh

Question 1:Do you know what a wet wipe is?YES, 301, 88%NO, 41, 12%YESNO

ANALYSISFrom

the total of 342 customers, only 88% of the customers knew what a wetwipe is. This particular thing shows the level of awareness among the customersin Noida.What is needed is first to make customers aware of the concept and then toadvertize the product. a few years ago when the first wipe was launched, thisconcept is yet to make its mark.Now what is important in this sample are the 88% customers who know what is awet wipe.Page 53 of 79 Ashutosh Kumar Singh

Question 2:

Do you use wipes?YES, 268, 89%NO, 33, 11%YESNO

ANALYSISFromthe last question, we have asked this question to only those 301 customerswho know what a wet wipe is.Out of 301, only 268 customers use wipes, and rest 11% doesnt. This thingshows that even after awareness due to different reasons few customers dontgo for it.

Now our target are these 268 customers who use wipes.Page 54 of 79 Ashutosh Kumar Singh

Question 3:How often you use the wipes?MORE THANTW ICE, 12, 4%TW ICE , 51, 19%JUST ONCE , 32,12%W HENREQUIRED, 173,

65%MORE THAN TW ICE


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TW ICEJUS T ONCEW HEN REQUIRED

ANALYSISFrom the data, we concluded that most o the customers use them as and when

required. It might be once or twice a day or more than that. They might not usethem when its not needed. If we look at the climate in Noida, we can deduce thatthis behavior is obvious.Only 4% use it more than twice a day. After that 19% use them twice a day andthen 12% once a day.Working people mostly use these wipes and this shows this behaviour.Page 55 of 79 Ashutosh Kumar Singh

Question4:Which brand do you use?DOV E , 57, 21%

L'ORE A L, 49, 18%GINNI, 4, 1%OTHERS , 168, 60%DOV EL'ORE A LGINNIOTHE RS

ANALYSISAccordingto the survey conducted, among all the competing brands in themarket, customers prefer mostly Dove and LOreal. it came into notice thatconsumers using these brands are loyal to them and good strong base which

comes with their products, reason beinglong existence of the brand in themarket. Where as brands like Ginni have a share of 1% only.Here others include Kara also.Page 56 of 79 Ashutosh Kumar Singh

Question5:Do you regularly use the same brand?Y E S , 91, 34%NO, 177, 66%Y E SNO

ANALYSISfromthe survey, we concluded that only 34% of the customers are loyal to somebrand, otherwise people go for other brands. This might be due to experimentingor availability.Most of the customers are loyal to their brands as this is a question of theirskincare which is a sensitive issue and they go for mostly branded items likedove or loreal.Page 57 of 79 Ashutosh Kumar Singh

Question6:What factor according to you influence you the most

while on shopping for a wipe.availiability , 113,


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ANALYSISMostof the brand loyal customers supports this fact that they get assurance fromthe brand name. most of the big brands like Dove, Loreal and Nevia areinternational brands and people around the world have faith in them. This is thereason why 61% people shows faith in their brand.

.Page 60 of 79 Ashutosh Kumar Singh

Question 9:If BRAND is the factor, Is your brand dermatologic ally safeY E S , 22, 34%CANN'T S A Y , 40,63%NO, 2, 3%Y E S

CANN'T S A YNO

ANALYSISMostof the customers doesst know whether their brand is tested safe on skin ornot, nor they kow whether its mentioned on their pack. Only 34% are sure that itis safe but most of them are unaware of this fact.Page 61 of 79 Ashutosh Kumar Singh

Is your brand 100% alcohol freeY E S , 38, 59%NO , 0, 0%

CA NN'T S A Y , 26,41% Y E SNOCA NN'T S A Y

ANALYSISInthis case, 59% people are sure that their brand is alcohol free, but still 41%say they are not sure of it.Page 62 of 79 Ashutosh Kumar Singh

Is your brand made from viscousYES, 0N,O 0,% 4, 6%

WHAT'S THAT?,60, 94%YESNOWHAT'S THAT?

ANALYSISThisquestion has made most of the people amused, 94% say they dont knowwhat viscous sheet is. This survey also included customers of kara.Page 63 of 79 Ashutosh Kumar Singh

Is your brand 100% biodegradable i.e. safe for

environment?YES , 11, 17%


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NO, 0, 0%CANN'T SAY, 53,83%YESNO

CANN'T SAYANALYSISInthis case too, most of the people are not aware of the fact that their wipe isnature friendly or not. Only 17% says yes to this question.Page 64 of 79 Ashutosh Kumar Singh

Question 10:Have you heard of Kara.YES, 231, 77%NO, 70, 23%YESNO

ANALYSISThisshows that only 23% customers have not heard of kara and 77% customershave atleast heard of it, shows its now making its base, but what is needed is thestrong base of customers who purchase Kara.Page 65 of 79 Ashutosh Kumar Singh

Customers profileNOTE: out of total 342 customers interacted and totalcustomers who are genuinely interested in wipes, following

things are deduced.Page 66 of 79 Ashutosh Kumar Singh Age15-20 y rs7%20-25 y rs29%25-30 y rs34%30-35 y rs

21%35-40 y rs6%40-45 y rs3%15-20 y rs20-25 y rs25-30 y rs30-35 y rs35-40 y rs40-45 y rs

ANALYSISThiswill show the age group which normally purchases the wipes. From this we


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can see that 25-30 yrs customers are the biggest segement of customers whopurchases the wipes, later on its 20-30 yrs.this shows tht youngsters are nowbecoming more and more skin conscious.Least are 40-45 yrs segment.Page 67 of 79 Ashutosh Kumar Singh

SexM A LE , 32, 12%F E M A LE , 236, 88%M A LEF E M A LE

ANALYSISThisshows that more no. of womens are showing their interst in this segment.Only 12% males had shown interest in this segement. So we can now more andmore emphasize on this segement.Page 68 of 79 Ashutosh Kumar Singh

ProfessionW O RK ING , 205,77%S TUDE NT, 46, 17%HOM EM A K E R, 17,6%W O RK INGS TUDE NTHOM EM A K E R

ANALYSISThisincludes both male and female, homemakers are women only but restincludes both male and female.Thos clearly shows the trend that more working people are getting attractedtowards this segment.Potential also lies at the students area where its not till developed.Page 69 of 79 Ashutosh Kumar Singh

CHAPTER 8PROBLEMS FACED BY THE

PRODUCTPage 70 of 79 Ashutosh Kumar Singh

PROBLEMS FACED BY THE PRODUCT: There are some times that customer is there but the product is not available,and the customer go for other brands, hence the availability is very essentialthing that most of the Chinese wipes actually take care of. the product is launched with a new concept, and any new concept takes timeto establish itself in the market. Especially in terms of a skincare product. consumers prefer the products which are already established in the market

and are little hesitant to use a new product for their skin. Consumers especially women, prefer buying the products of brands like


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Loreal, Dove etc. But in facial wipes, there are just the refreshing wipeswhich are being marketed as well as sold in the market. Only facial wipestill now known were, Fresh Ones, Dove wet wipes, Nivea Wipes, LorealRefreshing and Cleansing wipes. Since Kara Skincare wipes have been launched recently, two years back

and the only company providing a wide range of variants in wipes likesunscreen, moisturizing, toning, deep-pore cleansing, Consumers arenot much aware about the product.

Due to very less advertising of the product by the company, theawareness about the product has not spread among both retailers andconsumers and consumers aue what ever they get. Theres a huge demand for the product among the new-generationworking women as they prefer handy products for convenient and easyaccessibility. So focusing on the right consumer group is necessary. It is important to make it clear to the consumers that it is not just anotherrefreshing wipe but it is the entire skincare range of wipes.Page 71 of 79 Ashutosh Kumar Singh Retailers are not well aware about the product and are unable to explainthe details about the product to the consumers, as they themselves do nothave the complete understanding about the product. The advertisement on air i.e. television ads and other medium needs tobe used to make customers aware about our product. Customers purchases Chinese wipes as they dont have awareness aboutthem and their quality. Convincing the consumers and retailers is the main issue. Price factor also persists in terms of Kara Sunscreen Wipes, and the

reason is lack of awareness about the technicalities of the product. Price factor also raises concern for the retailers due to lesser margin butin Chinese wipes there margins are high.Page 72 of 79 Ashutosh Kumar Singh

CHAPTER 9RECOMMENDATIONSPage 73 of 79 Ashutosh Kumar Singh

RECOMMENDATIONS: The product needs rigorous advertising be it in print media andtelevision, hoardings only then the awareness could be brought aboutthe brand and the products. It will be better to target big outlets, showrooms and malls withdemonstration corners to catch the eye of the eye of the consumersbut we must not forget that even today most of the people go to theirnearby kirana stores to get their items, so better not to leave them. Getting the product into an eye catching and handy package forvarious purposes, so that it attracts both the consumers and retailers. Try to make the wipes available at most of the stores, the more thebetter. We need to push the product till the time customers pull ittowards them selves.


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Activities and promotions at hyper markets and malls to attract moreand more customers, mostly during Saturdays and Sundays.Page 74 of 79 Ashutosh Kumar Singh

CHAPTER 10BIBLOGRAPHYPage 75 of 79 Ashutosh Kumar Singh

BIBLIOGRAPHY Marketing management, 13th edition, by Philip Kotler, Kevin Lane Keller,and Abraham Koshay. Consumer Behaviour Analysis (critical perspectives on business andmanagement) by G.R Foxall, Published by Routeldge Publishers.

WEB SITES www.adityabirla.com www.adityabirla.com/birlacellulose www.google.com Ginni filament site. www.wikipedia.comPage 76 of 79 Ashutosh Kumar Singh

CHAPTER 11ANNEXUREPage 77 of 79 Ashutosh Kumar Singh

QUESTIONAIRE1) do you know what a wet wipe is? Yes No2) Do you use wet wipes? Yes No3) How often you use the wipe? Just once a day Twice a day More than twice When required4) Which brand do you use? Dove Loreal Ginni Others5) Do you regularly use the same brand? Yes No

6) What factor according to you, influence you most while onshopping.


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Availability Price Brand Fragrance Varity Others7) If availability is the factor, from where do you get your wipe? Mom and pop storePage 78 of 79 Ashutosh Kumar Singh Hyper market Medical stores8) If brand is the factor, does your brand gives you assurance ( asgiven by Aditya Birla in case of Kara) Yes No

9) If brand is the factor, is your brand dermatologic ally safe. Yes No Cant say10) If brand is the factor, Is your brand 100%alcohol free Yes No Cant say11) If brand is the factor, is your brand made of viscous? Yes

No Whats that12) If brand is the factor, is your brand 100% bio degradable? Yes No Cant say13) Have you ever heard of Kara? Yes NoPage 79 of 79 Ashutosh Kumar Singh

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