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SUMMER INTERNSHIP REPORT SUBMITTED TOWARDS THE PARTIAL

FULFILLMENT OF POST GRADUATE DIPLOMA IN MANAGEMENT

STUDY OF COMPETITORS OF PRIM DRY WIPES PRODUCT

OF BIRL CELLULOSE OF GR SIM INDUSTRIES LIMITED WITH

REPORT ON S LES OF K R

INDUSTRY GUIDE:MR. DIVYANKAR GOEL

ASST.GENERAL MANAGER

GRASIM INDUSTRIES

SUBMITTED BY

JYOTI MANGLANI

ROLL No.IB1109204

PGDM-Marketing

BATCH-2011-13

SRI BALAJI SOCIETY

BALAJI INSTITUTE OF INTERNATIONAL BUSINESS

PUNE
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TABLE OF CONTENTSDeclaration...4

Acknowledgement....5

Chapter-I executive summary

o About prim...7-8

o About kara8-9

o About respondents9

Chapter-II introduction

o Objective..........11

o Research methodology........11

o Research design....11

o Sample size...12

o Sampling technique.13

o Location13

o Time frame...13

Chapter-III company & product profile

Company profileo Aditya birla group...15-16

o Grasim industries ltd...17-18

o Birla cellulose......19-20

o Grasims forays into FMCG..21

Product profileo Kara....22-25

o Puretta.26-27

o Prim.....28

o Handy..28

Swot analysis
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o Prim.....29

o Kara......30

Chapter-IV data collection

o Primary data...32

o Secondary data...32

o Limitations.....32

Chapter-V analysis & interpretation

o analysis & interpretation34-75

Chapter-VI recommendations

prim77-78

Chapter-VII report on kara

o Report on kara......80-81

o Recommendations (kara)..82

Chapter-VIII bibliography

o Bibliography.......84

Chapter-IX annexure

o Questionnaire(prim) ..86-90

o Questionnaire(awareness about wet wipes).....91

o Questionnaire(impact of tv ad).....92

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DECLARATION

I,Jyoti Manglanistudent of PGDM from Sri Balaji Society- Balaji Institute of

International Business(SBS-BIIB), hereby declare that I have completed summer

internship on STUDY OF BIRLA CELLULOSE & GRASIM INDUSTRIES LIMITED

PRODUCTS PRIM v/s ITS COMPETITORS WITH STUDY IN SALES OF KARA as part

of the course requirement.

I, further declare that the information presented in this project is true and original

to the best of my knowledge.

Date- .. Jyoti Manglani

Place- . Roll No.IB1109204

PGDM

SBS-BIIB,Pune.

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ACKNOWLEDGEMENTThis project has been a great learning experience for me & I would like to express

my sincere gratitude to all the people who guide me through the project and

without the evaluable guidance and suggestions of these people this project

would not have been completely successful.

I owe enormous intellectual debt towards my industry guideMr. Divyankar Goel,

Asst. sales manager, Grasim Industries & Birla Cellulose, for the continuous

support & cooperation throughout my project without which the present work would

not have been possible.

I also want to give special thanks to Mr lavdeep singh, Sales officer, Rajasthan ,

Grasim Industries & Birla Cellulose for their continuous guidance, support &

cooperation during the whole tenure.

I would like to thank all the respondents whom I interacted during my project &

both of the Promoters(Yogita Sharma & Madhu Arya)for their cooperation

without this I may not able to complete it successfully.

Jyoti Manglani

SBS-BIIB

Pune.

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CHAPTER-IEXECUTIVE

SUMMARY

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EXECUTIVE SUMMARYThe objective of the study was to know which are the major competitors of PRIM

dry wipe and why? i.e. PRIM V/S ITS COMPETITORS WITH STUDY ON SALES OF

KARAand generate awareness and demand to consolidate the market share.

About PRIM

The concept of dry wipes is new for maximum people of Jaipur. Around 64% ofrespondents are unaware about homecare dry wipes.And those who are aware

out of them not even a single respondent is aware about the brand PRIM.

Even though the PRIM is made up of pure viscose & its quality is far better than

any other kitchen care wipes available in the market. Despite of its good quality,

the impact on the target market is negligible.

It is mainly because of the less or almost negligible promotional activities in the

markets. The major factor which acts against the performance of this brand is:

LOW PROMOTIONAL ACTIVITY

(i) Regarding the dry wipes concept

(ii) Regarding the brand

Extensive and exhaustive interaction with the respondents revealedthat

a) Following are the major competitor of PRIM DRY WIPES:37% Respondents preferred TOWEL

24% Respondents preferred CLOTH

15% Respondents preferred YELLOW DUSTER

12% Respondents preferred SPONGES

12% Respondents preferred OTHER WIPE

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b)As we know that our major competitors are Towel and clothAnd maximum customers prefer these tools because of their Utility and Value

for money respectively.

c) Most of the respondents came to know about Prims competitors/substitutes

through the following sources.

Friends/Peers i.e. word-of-mouth

Retail outlets (Display in stores)

Print Advertisement/Outdoor advertisements

d) Around 6% respondents are somewhat dissatisfied and around 52%

respondents are somewhat satisfied with their preferred cleaning tool.

e)Around 50% respondents purchase their preferred cleaning tool once in a month.

f)Around 99% respondents purchase home care products either from

departmental stores or from super markets.

g) Around 21% respondents are not so loyal for their preferred cleaning tool.

About kara

The product KARA though is giving satisfactory result as far as the sales and

considerations by the consumers are considered.

Recently from around 2nd JULY 2012, promotional activity in the form of media

has started for the product KARA, but on asking consumers about the effect of

advertisements on their mind, there were only 47% respondents who actually

recall the advertisements.

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Hence, if the frequency of the viewing of the advertisements can increase then itmight help to increase the consumer awareness toward this brand as well as this

concept.

ABOUT RESPONDENTS

I have tried to ask as much questions from the customers as possible and as

personally as possible. I have selected the customers for the questionnaires at

random but most of the time females have shown more interestthan male

customers and hence the proportions of female samples are more than male.

My work is restricted to only Big Bazaar & hyper city. Those who visited these

stores is taken for this research work. So, the samples are those who visited these

stores.

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CHAPTER

IIINTRODUCTION

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INTRODUCTIONOBJECTIVE:

The main objective of the project is to study who are the major competitors of

Birla cellulose product PRIM dry wipes and why people preferred these cleaning

tools in spite of PRIM dry wipes.

RESERCH METHODOLOGY:

Research methodology is the arrangement of condition for collection and analysisof data in a manner that aims to combine the relevance to the research purpose

with economy in procedure. Research is conceptual structure within which

research is conducted. It is way to systematically study and solve the research

problems. The steps which complete the process are mentioned below:

a) Problem Identification

b) Development of Approach to problem

c) Research design Formulation

d) Fieldwork and Data Collection

e) Data Preparation and Analysis

f) Report preparation and Presentation

Research Design

A Research Design is a frame work for conducting the marketing research project.

It details the procedures necessary for obtaining the information needed to solvemarketing research problem. Although a broad approach to the problem has

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already been developed, the research design specifies the detailsof

implementing the approach. A research design lays the foundation for conducting

the project. There are three types of research designs viz.

a) Exploratory: This type of research is done when objective is not known and it

helps in providing insight and understandings to define a problem.

b) Descriptive: After defining a problem from exploratory research, we should

define questions, method of analysis, data collection and analysis of problem.

c) Causal: It helps in determining the cause and effect relationships. Manipulationof one or more independent variables is done to match with the objective .

In this project,Descriptive Research Design had been used,because through this

research we can systematically gather the information regarding PRIMs position

,its competitors and its competitors position in the market..

From the process adopted to gather information regarding research objective

the two approaches are:-a) Structured approach b) Unstructured approach

In this research project Structured approachis being used:.Here everything that

forms the research process- objectives, design, sample, and the questions that we

plan to ask of respondents- is predetermined. For this report the data collected

through the Questinnaire method. The questionnaire was constructed keeping

the project title in mind.

SAMPLE SIZE:Sample basically means a subgroup of elements of population selected for

participation in study and number of elements to be included in the study is

known as sample size. During the training period of 8 weeks, I personally

interviewed around 100 respondents for PRIM and around 375 respondents for

KARA.

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SAMPLING TECHNIQUE

Sampling technique is broadly classified as::

i) Non Probability Sampling A sampling technique that do not use chance

selection procedures rather they rely on the personal judgment of the researcher

Non Probability sampling technique is further classified as:

a) Convenience Sampling

b) Judgmental Sampling

c) Quota Sampling

d) Snowball Sampling

ii)Probability SamplingA sampling procedure in which each element has a fixed

probabilistic chance of being selected for the sample. It is further classified as:

a) Simple Random Sampling

b) Systematic Sampling

c) Stratified Sampling

d) Cluster Sampling

For this research project SIMPLE RANDOM SAMPLINGtechnique have been used.

It is a subset ofindividuals (asample)chosen from a larger set (apopulation).

Each individual is chosenrandomly and entirely by chance, such that each

individual has the sameprobability of being chosen at any stage during the

sampling process, and each subset of kindividuals has the same probability of

being chosen for the sample as any other subset of kindividuals.

LOCATION:

The field work was conducted in JAIPUR, which includes stores like big bazaar in

city square mall, big bazaar in MGF Mall & hyper city in Triton Mall.

TIME FRAME:

This research project was completed within 8 weeks or 2 months.
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CHAPTER-III

COMPANY AND

PRODUCTPROFILE

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Aditya Birla Group

Type Private

Industry Conglomerate

Founded 1857[1]

Founder(s) Ghanshyam Das Birla

Headquarters Mumbai,India

Area served Worldwide

Key people Kumar Mangalam Birla(Chairman)

Products Metals,cements,textiles,chemicals,agribusiness,carbon

black,mining,wind

power,insulators,telecommunications,financial services,

information technology,retail,trading solutions

Revenue US$40 billion (2012)[2]

Employees 133,000 (2011)[3]
http://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/Privately_held_companyhttp://en.wikipedia.org/wiki/Conglomerate_(company)http://en.wikipedia.org/wiki/Conglomerate_(company)http://en.wikipedia.org/wiki/Aditya_Birla_Group#cite_note-0http://en.wikipedia.org/wiki/Aditya_Birla_Group#cite_note-0http://en.wikipedia.org/wiki/Aditya_Birla_Group#cite_note-0http://en.wikipedia.org/wiki/Ghanshyam_Das_Birlahttp://en.wikipedia.org/wiki/Ghanshyam_Das_Birlahttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Kumar_Mangalam_Birlahttp://en.wikipedia.org/wiki/Chairmanhttp://en.wikipedia.org/wiki/Chairmanhttp://en.wikipedia.org/wiki/Chairmanhttp://en.wikipedia.org/wiki/Metalhttp://en.wikipedia.org/wiki/Metalhttp://en.wikipedia.org/wiki/Cementhttp://en.wikipedia.org/wiki/Cementhttp://en.wikipedia.org/wiki/Cementhttp://en.wikipedia.org/wiki/Textileshttp://en.wikipedia.org/wiki/Textileshttp://en.wikipedia.org/wiki/Chemicalhttp://en.wikipedia.org/wiki/Chemicalhttp://en.wikipedia.org/wiki/Chemicalhttp://en.wikipedia.org/wiki/Agribusinesshttp://en.wikipedia.org/wiki/Agribusinesshttp://en.wikipedia.org/wiki/Carbon_blackhttp://en.wikipedia.org/wiki/Carbon_blackhttp://en.wikipedia.org/wiki/Carbon_blackhttp://en.wikipedia.org/wiki/Carbon_blackhttp://en.wikipedia.org/wiki/Mininghttp://en.wikipedia.org/wiki/Mininghttp://en.wikipedia.org/wiki/Mininghttp://en.wikipedia.org/wiki/Wind_powerhttp://en.wikipedia.org/wiki/Wind_powerhttp://en.wikipedia.org/wiki/Wind_powerhttp://en.wikipedia.org/wiki/Wind_powerhttp://en.wikipedia.org/wiki/Insulatorshttp://en.wikipedia.org/wiki/Insulatorshttp://en.wikipedia.org/wiki/Telecommunicationshttp://en.wikipedia.org/wiki/Telecommunicationshttp://en.wikipedia.org/wiki/Telecommunicationshttp://en.wikipedia.org/wiki/Financial_serviceshttp://en.wikipedia.org/wiki/Financial_serviceshttp://en.wikipedia.org/wiki/Financial_serviceshttp://en.wikipedia.org/wiki/Retailhttp://en.wikipedia.org/wiki/Retailhttp://en.wikipedia.org/wiki/Retailhttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Aditya_Birla_Group#cite_note-adityabirla1-1http://en.wikipedia.org/wiki/Aditya_Birla_Group#cite_note-adityabirla1-1http://en.wikipedia.org/wiki/Aditya_Birla_Group#cite_note-adityabirla1-1http://en.wikipedia.org/wiki/Aditya_Birla_Group#cite_note-2http://en.wikipedia.org/wiki/Aditya_Birla_Group#cite_note-2http://en.wikipedia.org/wiki/Aditya_Birla_Group#cite_note-2http://en.wikipedia.org/wiki/File:Aditya_Birla_Group_logo.pnghttp://en.wikipedia.org/wiki/File:Aditya_Birla_Group_logo.pnghttp://en.wikipedia.org/wiki/Aditya_Birla_Group#cite_note-2http://en.wikipedia.org/wiki/Aditya_Birla_Group#cite_note-adityabirla1-1http://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Retailhttp://en.wikipedia.org/wiki/Financial_serviceshttp://en.wikipedia.org/wiki/Telecommunicationshttp://en.wikipedia.org/wiki/Insulatorshttp://en.wikipedia.org/wiki/Wind_powerhttp://en.wikipedia.org/wiki/Wind_powerhttp://en.wikipedia.org/wiki/Mininghttp://en.wikipedia.org/wiki/Carbon_blackhttp://en.wikipedia.org/wiki/Carbon_blackhttp://en.wikipedia.org/wiki/Agribusinesshttp://en.wikipedia.org/wiki/Chemicalhttp://en.wikipedia.org/wiki/Textileshttp://en.wikipedia.org/wiki/Cementhttp://en.wikipedia.org/wiki/Metalhttp://en.wikipedia.org/wiki/Chairmanhttp://en.wikipedia.org/wiki/Kumar_Mangalam_Birlahttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Ghanshyam_Das_Birlahttp://en.wikipedia.org/wiki/Aditya_Birla_Group#cite_note-0http://en.wikipedia.org/wiki/Conglomerate_(company)http://en.wikipedia.org/wiki/Privately_held_companyhttp://en.wikipedia.org/wiki/Types_of_business_entity

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The Aditya Birla Groupis an Indianmultinationalconglomerate corporation headquartered inMumbai,

India.The group has diversified business interests and is dominant player in all

the sectors in which it operates such as

Viscose staple fiber Chemicals

Fertilizers, Metals

Insulators, Cement

Financial services, Viscose filament yarn

Telecom, Branded apparel

Carbon black BPO and IT services

The origins of the group lie in the conglomerate once held by one of India's

foremost industrialists Mr.GhanshyamDasBirla.

Fact file

The worlds largest aluminum rolling company.

No.1 in viscose staple fiber.

Biggest producers of primary aluminum in Asia.

Among the top 10 cement producers globally.

The No.1 producer of carbon black in the world.

Fourth largest producers of insulators in the world.

The largest producer of acrylic fiber in the world.

Among the best every efficient fertilizers plant.

CATEGORY:ADITYA BIRLA GROUP

Aditya birla group Birla corporation Domsjo fabriker

School/institutes GRASIM INDUSTRIES Idea cellular

Hindalco industries Novelis Ultra tech cement
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Grasim Industries Limited

Type Public(BSE:500300)(NSE:GRASIM)

Industry Building materials

Founded Mumbai(1948)

Headquarters Nagda,Madhya Pradesh,India

Area served Global

Key people Kumar Mangalam Birla

(Chairman )

Products Fibreandpulp,chemicals,cementandtextil

es

Revenue 22,087crore(US$4.41 billion)(2011)[1]

Net income 2,071crore(US$413.16 million)(2011)[2]

Total assets 25,707crore(US$5.13 billion)(2011)

Employees 6,568 (2011)

Parent Aditya Birla Group

Subsidiaries UltraTech Cement
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Grasim Industries Limited was incorporated in 1948; Grasim is thelargest Zxporter of Viscose Rayon Fiber in the country, with exports to over 50

countries. This, along withAditya Birla Nuvo can be considered as companies of

the AV Birla Group. Grasim is headquartered inNagda,Madhya Pradesh and also

has a huge plant at Kharach (Kosamba, Gujarat, India)

Grasim Industries Limited is a global leader in viscose staple fibre and ranks

among India's largest private sector companies with a consolidated net revenue

of Rs.216 billion and consolidated net profit of Rs.22.8 billion (FY 2011).

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

viscose staple fibre (VSF), cement, chemicals and textiles. Its core businesses are

VSF and cement, which contribute over 90 per cent of its revenues and operating

profits at a consolidated level.

SECTOR:GRASIM INDUSTRIES

FIBRE(Birla cellulose) CEMENT

CHEMICALS TEXTILES
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Birla Cellulose is the Aditya Birla Group's umbrella brand for its range of cellulosic

fibers. It comprises versatile sub-brands; Birla Viscose, Birla Viscose Plus, Birla

Modal, and Birla Excel. These fibers have multiple applications including apparel,

home textiles, dress material, knitwear, non-woven etc.

Vision and values

To be the world leader in man-made cellulosic fiber. The company believes in

value-creation for all its stakeholders, through innovative research which in-turn

develop the market for man-made cellulosic fibers.

MissionThe company aim to create superior and sustainable value for all our

stakeholders, maintaining the largest market share in the man-madecellulose fibre industry globally through

Innovation in product and process Excellence in quality,service,people&development Focus on environment friendliness in all our activities
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Fiber is one of the oldest businesses of the Birla Group that commenced in 1954.

Birla Celluloseis a world leader in viscose staple fiber (VSF).Its production is spread across six countries, viz. Canada, Thailand, India,

Indonesia, China and Laos. The Group independently fulfills India's entire VSF

requirements.

Companies and units

An integrated outlook Birla Cellulose is growing by leaps and bounds through bothorganic & inorganic route. The efforts towards integration and self-sufficiency are

as follows:

Backward integration into pulp and plantation

Captive power plant at all locations

In house manufacturing of all major chemicals and auxiliaries used in VSF

manufacturing.

In house engineering division that caters to new project implementation

Strong focus on R&D, the Group's R&D initiatives span the entire value chain.

World leader in VSF

Commenced operation in 1954

Fully integrated operations in Viscose starting from forest through pulp,

fiber, yarn and garment

Captive energy resources

Geographically well-spread manufacturing locations Diversified product range

Global marketing network

In-house R&D facility for fibers

In-house Application Development Centre

Patented heavy metal free environment friendly processes

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GRASIM FORAYS INTO FMCG THROUGH BIRLA

CELLULOSEThe Aditya Birla Group has entered into FMCG business with the launch of

personal and home care brand through Birla cellulose, its umbrella brand of

viscose fiber.

KARA PRIM

HANDY PURETTA

PRODUCTSS

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KARAAditya Birla Group launched this product i.e. Kara Skin Care Wipes in 2007. It is

basically a solution to skin care regime out of home- a convenient way to be at

your best always. Sometimes your hectic schedule leaves you with little time to

take care of your skin. But with Kara skin care wipes in your bag, you can now

take care of your skin even when you are on the go.

With the unique formulation of natural ingridents, these wipes are easy to use

any time and any where. Whats more they are made from viscose staple a fibre

that is 100% natural and bio degradable.

Kara skin care wipes are the indias first branded skin care wipes. These types of

products are very popular in west but in India the category is new one. Although

Indian consumers are familiar with the products which are imported, it is the first

time that an indian company entered in this segment. The brand also marks

Aditya Birla Groups foray into the indian FMCG market.

The brand has the tag line, Remove Dirty Habits. This clearly communicates the

core brand positioning.

Most of the other wet wipes in the market are made from polyster-viscose

blended non-woven fabric or paper. Polyster is not skin friendly and its repeated

use on the skin is not advisable. Paper tissues tear off when rubbed over skin and

leaves lint on face in a way that can often embrace the user. While Kara is made

up of non-woven fabric which absorbs sweat, extra oil from the skin without

scrubbing it. It does not wither when rubbed hard and doesnt leave lint on facial

skin or stubble

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Characteristics of Kara skincare wipes

Convenient

Hassle free application of lotion without using cotton balls.

Portable

Lint free

100 percent natural and biodegradable.

Hygienic

Alcohol free

Dermatologically safe

Assurance ofAditya Birla Group

Variants of Kara

There are six different variants of Kara which are a result of innovative thinking

&and in-depth R&D &and in-depth R&D.

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Refreshing Facial Wipes are enriched with Aloe Vera for skin nourishment and

Mint oil for effective freshening. It ensures effective cleansing to remove dirt,

excess oil and grime from the face and neck and also leaves a lingering fragrance.

Kara sunscreen wipes has a formulation of SPF 20 which

protects the skin from the adverse effects of UV A and UV B sun rays. It is

enriched with antioxidants like plume tract and vitamin E that nourishes the skin

and Aloe Vera that keeps the skin moisturized.

Kara Deep Pore Cleansing is a gentle, effective way to clean

your skin of dirt, grime andexcess of oil. Enriched with Jojoba and Avocado

extracts, it unclogs pores, detoxifies andthoroughly exfoliates dead skin cells.
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Kara Toning Wipes is enriched with Rose and Thyme extract

that tighten the skin and maintain the normal pH balance.

Kara Moisturizing wipes is enriched with the goodness of

Almond and Honey for beautiful radiant and glowing skin. It is also fortified with

vitamins for skin conditioning and is suitable for use right throughout the year.

Kara Make-Up Removal Wipes are enriched with Lavender and

Seaweed extracts that removes the make-up in just one swipe.

Kara Refreshing wipes are enriched with Aloe Vera for skinnourishment and cucumber for effective freshening. It ensures effective cleansing

to remove dirt, excess oil and grime from the face and neck and also leaves a

lingering fragrance.
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PURETTAAditya Birla group announced its foray into the baby care segment in India by

launching PURETTA.100 percent natural and biodegradable baby care wipes in

2009. Product portfolio includes Complete Cleansing Wipes, Germ Shield Wipes

and Skin Nourishing Wipes.

Since Puretta (meaning pure and diminutive), it soothes thebabystender skin

with its soft and nature-friendly properties. While the usage of baby wipes is

growing in India. Most of the products available today are imported, and are

primarily regular wet wipes that do not serve the specific needs of baby care.

Puretta fills this gap with its three distinct variants.

Characteristics of Puretta Baby Wipes

Safe for babysskin

Hygienic

Hypo-allergenic

Dermatologically tested

Alcohol free

With mild fragrance

Convenient cleaning

Portable

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1. Complete Cleansing Wipes---

Complete cleansing baby wipes are enriched with chamomile extracts. It is

basically used onbabysnappy area and can be used on complete body of a 0-

3 years of babies. It is used for following:

Every nappy or diaper change.

For cleansing in the absence of regular bath while traveling .

Wipe entire body to keep baby clean and fresh at all times.

Provide soothing relief.

2. Skin Nourishing Wipes---

Skin Nourishing Baby Wipes keeps thebabysskin soft and nourished always, after

a bath. Enhanced with Mineral oil and Pear extracts, it leaves a protective layer of

moisture on thebabysdelicate skin. A smarter way to keep thebabysskin

nourished anytime, anywhere. It is used onbabyscomplete body especially hands,

feet, face, neck and back area. It is basically for babies of age 0-3 years but can also

be used for older children with sensitive skin. And it is used for following:

Essential to keepbabysskin soft and nourished always.

After bath and during dry season. While travelling or exposure to air-conditioning at home

3. Germ Shield Wipes---

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

germs always. Enriched with Lavender extracts, it leaves thebabysskin refreshed.

It not only sanitizesbabyshands and mouth but also utensils, tethers and toys. It is

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

traveling and also advisable for adults handling the babies. And it is used for: Protecting the babies from germs with natural antiseptic properties.

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

To sanitizebabysutensils, teethers and toys

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PRIMPRIM is basically dry wipes used in Kitchen and various multipurpose household

works. It can be used to wipe the utensils and cutleries. One wipe can be used for

at least a month in the kitchen.

Usually cloth/towel is used as the substitute in most of the families but if the

promotion is done properly to make the consumers aware of this product it will do

very good in the market because of very less competition in this category.

There are two packs available in the market one is three wipes pack and the other

one in five wipes pack

HANDYS

Handys is a product of birla cellulose , an aditya birla group company .it is

basically wet wipes used for cleaning hand .it can be used to kill bacteria, fungi &

viruses that could potentially spread disease. It is a great alternative to soap and

water. And are recommeneded for use when the hands are notvisisblydirty.

Usually sanitisers are used as the substitute in most of the families but if the

promotion is doneproperly to make the consumers aware of this product it will do

very good in the market because of very less competition in this category.

.

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SWOT ANALYSIS

PRIM

STRENGTHS Hygienic 100% natural & biodegradable The fabric is made up of pure vsf Hastle free cleaning Hypoallergenic Alcohol free Assurance from aditya birla group

WEAKNESSES Lack of as well as media

advertisement & promotionalactivity

Our distribution system

OPPOURTUNITIES Ladies are becoming more serious

regarding the hygiene factor oftheir home

The fabric quality of prim is goodhence the company has the

opportunity to grab the marketshare

Awareness and standard of livingis rising in india, ample

opportunities for targetadvertisement

THREATS Competitors/substitutes like

scotch brite, gala wipes. Towel,cloth, yellow duster is giving

imence competition for prim

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SWOT ANALYSISKARA

STRENGHTS

Fabric used is VSF which has agood absorbing power.

100% natural & biodegradable. Safe for skin. Dermatologically tested. Alcohol free Cleans, nourishes & hydrates the

skin.

Assurance of aditya birla group.

WEAKNESS

Ample measures for advertising& promotion are not done.

Awareness for the use of suchproducts by the company is

missing.

Way expensive than other wipesavailable

OPPORTUNITIES

This segment has potential towden up as the concept ofwipes is very new in indian

market

People are becoming morehygienic and conscioustowards themselves

Growth rate for this can behigh as people are becoming

more educated with higherincome

THREATS

Facing immense competitionfrom jhonson & jhonson,Himalaya and dabur freshener

(rose water)

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CHAPTER.IV

DATACOLLECTION

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DATA COLLECTIONPrimary Data:

The first hand information bearing on any research is the one which has been

collected bythe researcher. The data here is collected through:

A structured questionnaire Disguised observation while interacting with managers.

Secondary Data:The data which has already been collected, complied and presented earlier by any

agencymay be used for purpose of investigation.

The data collected through:

Various publications in form of annual reports

various papers

journals published from time to time.

Through internet and Books

LIMITATIONS:

Research is based on the collection of data from both primary and

secondary sources.

There may be a possibility of biasness on the part of some respondents, but

very much care has been taken to make this report unbiased.

Some respondents might not give the correct information due to their lack

of interest and shortage of time. Time constraint.

All the information, which is taken, is biased on primary and secondary data

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

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CHAPTER.V

Analysis

&interpretaton

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Q.1 Are you aware about the concept of Home care/Multipurpose dry wipes?

Are you aware about the concept of Home care/Kitchen/Multipurpose dry

wipes?

Frequency Percent Valid Percent

Cumulative

Percent

Valid YES 36 36.0 36.0 36.0

NO 64 64.0 64.0 100.0

Total 100 100.0 100.0

Interpretation: On the basis of the analysis it can be concluded that awareness regarding

homecare dry wipes concept is very lowor most of the people are totally unaware about this

concept

.

36

64

awareness regarding homecare dry

wipes concept

YES

NO

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.1 Are you aware about the concept of Home care/Multipurpose dry wipes? +Currently which cleaning tool uses by you for home care/cleaning purposes?

Crosstabulation

Count

Are you aware about the concept

of Home

care/Kitchen/Multipurpose dry

wipes?

TotalYES NO

Currently which cleaning

tool use by you for home

care/cleaning purposes?

SPONGES 5 7 12

TOWEL 11 23 34

CLOTH 2 25 27

YELLOW DUSTER 6 9 15

OTHER WIPES 12 0 12

Total 36 64 100

Interpretation:on the basis of the analysis it can be concluded that around 36% respondents

are aware about wipes concept but out of them only 33% respondents are actually using

wipes. Rest 64% respondents are not awareabout wipes concept and among such

respondents cloth & towel are the most preferable cleaning tool.

0

5

10

15

20

25

sponges towel cloth yellow

duster

other

wipes

5

11

2

6

12

7

2325

9

0

aware(home care wipes

concept)

unaware

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Are you aware about the concept of Home care/Kitchen dry wipes?+ Noticing

the benefit of wipes provides in todays fast paced life with so much pollution,

can we say that the wipes are becoming a somewhat necessity?

Count

Noticing the benefit of wipes provides in todays fast paced life with so

much pollution and other infect ants , can we say that the wipes are

becoming a somewhat necessity?

TotalDISAGREE NEUTRAL AGREE

STRONGLY

AGREE

Are you aware about the

concept of Home

care/Kitchen/Multipurpose

dry wipes?

YES 5 15 6 10 36

Total 5 14 6 10 36

Interpretation:On the basis of the analysis it can be concluded that out of those 36%

respondents who are aware about the dry wipes concept, around 45% respondents felt that

in todays fast paced life wipes are becoming a somewhat necessity. Only 14% respondents do

not agreewith this concept.

5

15

6

10

0

2

4

6

8

10

12

14

16

DISAGREE NEUTRAL AGREE STRONGLY

AGREE

NO. OF RESPONDENTS

AWARE ABOUT HOMECARE DRY

WIPES CONCEPT

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Currently which cleaning tool use by you for home care/cleaning purposes?+

Noticing the benefit of wipes provides in todays fast paced life with so muchpollution, can we say that the wipes are becoming a somewhat necessity?

Count

Noticing the benefit of wipes provides in todays fast paced life

with so much pollution and other infect ants , can we say that the

wipes are becoming a somewhat necessity?

TotalDISAGREE NEUTRAL AGREE

STRONGLY

AGREE

Currently which cleaning tool use by

you for home care/cleaning

purposes?

SPONGES 0 3 1 1 5

TOWEL 3 5 2 0 10

CLOTH 1 2 0 0 3

YELLOW DUSTER 1 5 0 0 6

OTHER WIPES 0 0 3 9 12

Total 5 15 6 10 36

Interpretation: on the basis of the analysis it can be concluded that out of those 45%

respondents who strongly felt that in todays fast paced life wipes are becoming a

somewhat necessity, approximately 75% respondents are actually buying wipesas a

cleaning tool. It means there is a great potential in this category, the only thing which we need to

do is to create awareness regarding this concept and educate people regarding it.

5

10

36

12

No. of Respondents

SPONGES

TOWEL

CLOTH

YELLOW DUSTER

OTHER WIPES

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Q.3&4.Are you aware about the PRIM dry wipes?+ Have you ever used it?

Are you aware about the brand PRIM dry wipes? * Have you ever

used PRIM dry wipes? Crosstabulation

Count

Have you ever

used PRIM dry

wipes?

TotalNO

Are you aware about the

brand PRIM dry wipes?

NO 100 100

Total 100 100

Interpretation:on the basis of the analysis it can be concluded that PRIM has very less or

almost negligible visibility in the market. Though 36% respondents are aware about dry

wipes/homecare wipes concept but none of them are aware about PRIM.

No. of Rrspondents

unaware(PRIM)

ever used PRIM

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Q.5 Currently which cleaning tool use by you for cleaning purposes?

Currently which cleaning tool use by you for home care/cleaning purposes?

Frequency Percent Valid Percent

Cumulative

Percent

Valid SPONGES 12 12.0 12.0 12.0

TOWEL 34 34.0 34.0 46.0

CLOTH 27 27.0 27.0 73.0

YELLOW DUSTER 15 15.0 15.0 88.0

OTHER WIPES 12 12.0 12.0 100.0

Total 100 100.0 100.0

Interpretation: On the basis of the analysis it can be concluded that most of the

respondents prefer TOWELfor cleaning purposes. Approximately 34% respondents prefer

towel, 27% respondents prefer cloth, 15% respondents prefer yellow duster and sponges and

wipes are sharing almost equal market.

12

34

27

16

12

No. of Respondents

SPONGES

TOWEL

CLOTH

YELLOW DUSTER

OTHER WIPES

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B.1How do you come to know about your preferred cleaning tool cleaningtool? + Currently which cleaning tool use by you for home care purposes?

Count

How do you come to know about your preffered cleaning tool.

Total

print

advertisements

retail

outlet friends & peers

outdoor

advertisements




SPONGES 0 6 5 1 12

TOWEL 0 4 30 0 34

CLOTH 0 1 26 0 27



Total 1 31 67 1 100

Interpretation: on the basis of the analysis it can be concluded that those who are aware about

wipes, their source of awareness are retail outlet & print advertisements. It means for

spreading awareness we must need to focus on these two sources majorly.

1

31

67

1

No. of Respondents

print advertisements

retail outlet

friends/peers

outdoor advertisements

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B.2What all things do you normally clean by your preferred cleaning tool?

+Currently which cleaning tool use by you for home care/cleaning purposes?

What all things do you normally clean by your preferred cleaning tool.

Totalglass/mirror furnitures

kitchen

appliances wood surface

Currently which

cleaning tool use by

you for home

care/cleaning

purposes?

SPONGES 0 6 3 3 12

TOWEL 0 18 2 14 34

CLOTH 1 17 0 9 27



Total 4 54 9 33 100

Interpretation: on the basis of the analysis it can be concluded that furniture, wood surface,

kitchen appliances and glass/mirrors, majorly for these few things respondents are purchasing

cleaning tools.

4

54

9

33

No. of Respondents

glass/mirror

furnitures

kitchen appliances

wood surface

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B.3 Overall, how satisfied are you with your preferred cleaning tool ?+ Currentlywhich cleaning tool use by you for home care/cleaning purposes?

Count

Overall, how satisfied are you with your preffered

cleaning tool.

Totalvery satisfied

somewhat

satisfied

somewhat

dissatisfied




SPONGES 10 2 0 12

TOWEL 8 21 5 34

CLOTH 4 22 1 27

YELLOW DUSTER 8 7 0 15

OTHER WIPES 12 0 0 12

Total 42 52 6 100

Interpretation: on the basis of the analysis it can be concluded that those 12%

respondents those who are purchasing wipes are very much satisfied . but out of

those 34% respondents who are purchasing towel ,only 24% are very much satisfied.

And in case of cloth out of 27% only 15% are very much satisfied. It means around

6% of respondents can easily switch to other product.

42

52

6

No. of Respondents

very satisfied

somewhat satisfied

somewhat dissatisfied

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B.4 How would you rate your preffered cleaning tool. + Currently whichcleaning tool use by you for home care/cleaning purposes?

Count

How would you rate your preffered cleaning tool.

Totalexcellent good average satisfactory




SPONGES 10 1 0 1 12

TOWEL 7 11 10 6 34

CLOTH 4 14 3 6 27YELLOW DUSTER 8 5 1 1 15


Total 41 31 14 14 100

Interpretation:on the basis of the analysis it can be concluded that out of those 12%

respondents who are currently using wipes 100% respondents found that wipes concept is an

excellent conept for cleaning purposes but in case of yellow duster out of 15% respondents

only54% respondents found this concept an excellent concept.

41

31

14

14

No. of Respondents

excellent

good

average

satisfactory

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B.5a Please rate fragrance of your preferred cleaning tool.+ Currently which

cleaning tool use by you for home care/cleaning purposes?

Crosstab

Count

Please rate fragrance of your preferred cleaning tool.

Total

moderately

bad

slightly

bad

neither

good nor

bad

slightly

good

moderatel

y good very good

Currently

whichcleaning tool

use by you

for home

care/cleaning

purposes?

SPONGES 0 0 6 4 2 0 12

TOWEL 1 3 22 2 5 1 34

CLOTH 1 3 15 5 3 0 27

YELLOW DUSTER 0 0 9 3 2 1 15

OTHER WIPES 0 0 1 4 6 1 12

Total 2 6 53 18 18 3 100

Interpretation:on the basis of the analysis it can be concluded that fragrance isnot a very

important factorfor our customers. Approximately 53% respondents are purchasing a cleaning

tool in which fragrance is neither good nor bad.

2 6

53

18

18

3

No. of Respondents

moderately bad

slightly bad

neither good nor bad

slightly good

moderately good

very good

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B.5b Please rate color of your preferred cleaning tool.+ currenly which


Crosstab

Count

Please rate colour of your preferred cleaning tool.

very

bad

moderately

bad

slightly

bad

neither good

nor bad

slightly

good

moderately

good very goo

currenly which

cleaning tool use

by you for homecare/cleaning

purposes?

SPONGES 0 1 0 3 1 6 1

TOWEL 0 1 3 12 10 7 1

CLOTH 0 0 2 12 9 4 0


OTHER WIPES 0 0 0 0 1 8 3

Total 1 4 8 30 22 28 7

Interpretation: on the basis of the analysis it can be concluded that colour is also

not a very important factor,through which we can influence the customers

buying deci si on . Around 43% responden ts are purchas ingsuch cleaning tools in

which good colors are not available.

1

48

30

22

28

7

No. of RESPONDENTS

very bad

moderately bad

slightly bad


slightly good

modearstely good

very good

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B.5c Please rate size of your preferred cleaning tool+ Currently whichcleaning tool use by you for home care/cleaning purposes?

Crosstab

Count

Please rate sizeof your preferred cleaning tool.

Total

moderatel

y bad

slightly

bad

neither good

nor bad

slightly

good

moderately

good

very

good




SPONGES 1 0 2 2 4 3 12

TOWEL 1 1 8 12 6 6 34

CLOTH 0 1 6 9 7 4 27

YELLOW

DUSTER

0 0 2 5 6 2 15

OTHER WIPES 0 0 0 0 5 7 12

Total 2 2 18 28 28 22 100

Interpretation:on the basis of the analysis it can be concluded that SIZE of the cleaning tool is

an important factor. It might be possible that customers buying decision can be influence on

the basis of this factor.

2

2

18

2828

22

No. of RESPONDENTS

moderately bad

slightly bad


slightly good

modearstely good

very good

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B.5d Please rate durability of your preferred cleaning tool + Currently which


Crosstab

Count

Please rate durabilityof your preferred cleaning tool.

Total

modertely

bad

slightly

bad

neither good

nor bad

slightly

good

moderat

ely good

very

good

Currently

which cleaning

tool use byyou for home

care/cleaning

purposes?

SPONGES 1 0 0 1 5 5 12

TOWEL 0 2 7 12 4 9 34

CLOTH 1 0 5 11 5 5 27

YELLOW

DUSTER

1 0 1 4 5 4 15

OTHER WIPES 0 0 0 0 2 10 12

Total 3 2 13 28 21 33 100

Interpretation: on the basis of the analysis it can be concluded that DURABILITY of the

cleaning tool is also an important factor.To influence customers buying decision. we can also

focus on this factor.

3

2

13

28

21

33

No. of RESPONDENTS

moderately bad

slightly bad


slightly good

modearstely good

very good

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B.5e Please rate texture of your preferred cleaning tool.+ Currently which


Crosstab

Count

Please rate textureof your preferred cleaning tool.

Total

moderately

bad

slightly

bad

neither good

nor bad

slightly

good

moderately

good

very

good

Currently which

cleaning tool use


purposes?

SPONGES 1 0 1 1 2 7 12

TOWEL 1 2 5 8 6 12 34

CLOTH 0 0 6 4 11 6 27


OTHER WIPES 0 0 0 0 1 11 12

Total 2 2 14 15 23 44 100

Interpretation: on the basis of the analysis it can be concluded that TEXTURE ofthe cleaning

tool is a very important factorfor our respondents. By focusing on this factor we can easily

influence the buying decision of our potential customers.

2

2

14

15

23

44

No. of RESPONDENTS

moderately bad

slightly bad


slightly good

modearstely good

very good

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B.5f Please rate dryness of your preferred cleaning tool. + Currently which


Interpretation: on the basis of the analysis it can be concluded DRYNESS of thecleaning tool

is also a very important factorfor our respondents. Through this factor also we can influence

our potential customers buying decision.

2 413

13

19

49

No. of RESPONDENTS

moderately bad

slightly bad


slightly good

modearstely good

very good

Crosstab

Please rate drynessof your preferred cleaning tool.

Total

moderately

bad

slightly

bad

neither good

nor bad

slightly

good

moderately

good

very

good

Currently which

cleaning tool use


purposes?

SPONGES 1 0 1 1 0 9 12

TOWEL 1 2 6 5 9 11 34

CLOTH 0 1 5 5 7 9 27

YELLOW

DUSTER

0 1 1 2 3 8 15

OTHER WIPES 0 0 0 0 0 12 12

Total 2 4 13 13 19 49 100

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B.6a importance of BIODEGRADABILITY + Currently which cleaning tool

use by you for home care/cleaning purposes?

importance of BIODEGRADABILITY for you

Total

strongly

preffered preffered average least preffered




SPONGES 0 6 4 2 12

TOWEL 2 13 8 11 34

CLOTH 1 6 17 3 27



Total 7 35 40 18 100

Interpretation: on the basis of the analysis it can be concluded that BIODEGRADIBILITY

attribute in the cleaning tool is not so important attribute for our respondents.

7

35

40

18

No. of Respondents

strongly preferred

preferred

average

least preffered

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B.6b Importance of NATURE OF FIBRE + Currently which cleaning tool use

by you for home care/cleaning purposes?

Count

importance of NATUREOF FIBRE for you

Total

strongly





SPONGES 3 8 1 0 12

TOWEL 14 16 1 3 34

CLOTH 5 12 9 1 27



Total 29 54 13 4 100

Interpretation: on the basis of the analysis it can be concluded that NATURE OF FIBRE is a

very important attribute. It holds a great importance. itmeansmajority of our respondentsconsider nature of fiber before purchasing a cleaning tool.

29

54

13 4

No. of Respondents

strongly preferred

preferred

average

least preffered

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B.6c Importance of HYGENE + Currently which cleaning tool use by you forhome care/cleaning purposes?

Count

importance of HYGENEfor you

Total

strongly





SPONGES 10 2 0 0 12

TOWEL 30 3 0 1 34CLOTH 21 3 3 0 27



Total 88 8 3 1 100

Interpretation:on the basis of the analysis it can be concluded that almost all the respondents

i.e.99.99% respondent consider hygiene factor before purchasing a cleaning tool. It means

HYGIENE is a very very important attribute.

88

8 3

1

No. of Respondents

strongly preferred

preferred

average

least preffered

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B.6 d Importance of PRICE + Currently which cleaning tool use by you for

home care/cleaning purposes?

Count

importance of PRICEfor you

Total

strongly

preffered preffered average leat preffered




SPONGES 11 1 0 0 12

TOWEL 30 3 0 1 34

CLOTH 22 2 3 0 27



Total 89 7 3 1 100

Interpretation: on the basis of the analysis it can be concluded that PRICE isalso a veryimportant factor. Before purchasing any cleaning tool almost all the respondents i.e. around99.99% respondents consider price.

89

7

3 1

No. of Respondents

strongly preferred

preferred

average

least preffered

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B.6e Importance of packaging + Currently which cleaning tool use by you?

Count

importance of PACKAGINGfor you

Total

strongly





SPONGES 9 3 0 0 12

TOWEL 22 9 1 2 34

CLOTH 9 12 4 2 27YELLOW DUSTER 13 2 0 0 15


Total 64 27 5 4 100

Interpretation:on the basis of the analysis it can be concluded that PACKAGING of the

cleaning tool is also an important attribute which most of the respondents consider before

purchasing any cleaning tool.

64

27

5 4

No. of Respondents

strongly preferred

preferred

average

least preffered

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B.6 f importance of BRAND + Currently which cleaning tool use you?

Count

importance of BRANDfor you

Total

strongly





SPONGES 9 2 1 0 12

TOWEL 15 16 1 2 34

CLOTH 8 13 4 2 27



Total 52 38 6 4 100

Interpretation: on the basis of the analysis it can be concluded that BRAND is alsoan

important factor. Around 90% of the respondents consider the brand name before purchasing

any cleaning tool.

5238

6 4

No. of Respondents

strongly preferred

preferred

average

least preffered

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B.6g importance of portability + Currently which cleaning tool use by you ?

Count

importance of PORTABILITYfor you.

Total

STRONGLY

PREFFERED PREFFERED AVERAGE

LEAST

PREFFERED




SPONGES 7 4 1 0 12

TOWEL 11 21 0 2 34

CLOTH 7 11 8 1 27



Total 41 47 9 3 100

Interpretation: on the basis of the analysis it can be concluded that PORTABILITY attribute

of a cleaning tool is also plays an important role while making buying decision. Around 88%

respondents look for this feature.

41

47

93

No. of Respondents

strongly preferred

preferred

average

least preffered

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B.6 h Importance of alcohol free attributes + currently which cleaning tool use

by you for home care/cleaning purposes?

Count

importance of ALCOHOL FREEattribute for you

Total

strongly





SPONGES 7 4 1 0 12

TOWEL 7 22 3 2 34

CLOTH 4 12 7 4 27



Total 33 50 11 6 100

Interpretation: on the basis of the analysis it can be concluded that ALCOHOL FREE

attribute also make a great impact. It means this is also an important factor. Around 83%

respondents consider this attribute before making buying decision regarding cleaning tool.

33

50

11 6

No. of Respondents

strongly preferred

preferred

average

least preffered

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B.6i importance of convenience + Currently which cleaning tool use by you ?

Crosstab

Count

importance of CONVENIENCEfor you

Total

stronggly





SPONGES 10 1 1 0 12

TOWEL 11 21 1 1 34

CLOTH 8 11 6 2 27



Total 44 44 9 3 100

Interpretation: on the basis of the analysis it can be concluded that CONVENIENCE attribute

in the cleaning tool also consider by a large number of respondents. Around 88%

respondents consider this attribute before making buying decision regarding cleaning tool.

44

44

9 3

No. of Respondents

strongly preferred

preferred

average

least preffered

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B.7 Please rate your preferred cleaning tool according to its effectiveness to

clean. + Currently which cleaning tool use by you ?

Please rate your preferred

cleaning tool according to its

effectiveness to clean.

Total

LEAST

EFFECTIVE

MOST

EFFECTIVE

Currently which cleaning tooluse by you for home


SPONGES 0 11 11

TOWEL 2 30 32

CLOTH 1 18 19

YELLOW DUSTER 0 14 14

OTHER WIPES 0 12 12

Total 3 85 88

Interpretation:on the basis of the analysis it can be concluded that majority of the respondents

are very much satisfied with their preferred cleaning tool. So if we want to influence their

buying decision either we need to prove this thing that our wipes are much more effective

than their preferred cleaning tool or we can focus on some other additional attributes.

3

12

85

No. of Respondents

least effective

average

most effective

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B.9Which pack size do you prefer +Currently which cleaning tool use by you?

Count

Which pack size do you prefer the most.

Totalsmall medium large

Currently which cleaning tool

use by you for home


SPONGES 3 8 1 12

TOWEL 5 20 9 34

CLOTH 7 11 9 27



Total 17 61 22 100

Interpretation: on the basis of the analysis that majority of the respondents prefer to

purchase medium pack size of cleaning tool.

17

61

22

No. of Respondents

small

medium

large

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B.10 From where do you normally purchase your preffered cleaning tool. +


From where do you normally purchase your

preffered cleaning tool.

Total

departmental

store super markets malls


tool use by you for homecare/cleaning purposes?

SPONGES 2 10 0 12

TOWEL 22 12 0 34

CLOTH 24 3 0 27



Total 51 48 1 100

Interpretation:on the basis of the analysis it can be concluded that almost all the respondents

purchase their preferred cleaning tools from departmental stores or supermarkets.

48

51

1

No. of Respondents

departmental store

super market

mall

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B.11If your preferred cleaning tool is not available in the above mentioned

store, what will you do. + Currently which cleaning tool use by you?

Count

If your preferred cleaning tool is not available in the

above mentioned store, what will you do.

Total

postpone the

purchase

move to other

store

purchase other

brand/product




SPONGES 3 5 4 12

TOWEL 10 15 9 34

CLOTH 9 13 5 27



Total 35 44 21 100

Interpretation: on the basis of the analysis it can be concluded that approximately 21%

respondents are not so loyal regarding their preferred cleaning tool . It means for these 21%

respondents AVAILABILITY of the cleaning is the most important factor.

35

44

21

No. of Respondents

postpone the purchase

move to other store

purchase other brand/ product

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B.12What makes your preffered cleaning tool different from others. +


Interpretation: on the basis of the analysis it can be concluded that those who are purchasing

sponges majority of them felt that quality of the sponge makes itdifferent. For towel users,

utility is the factorwhich makes it different. For cloth users value for money is the factor

which differentiates it from others. For yellow duster users value for money & qualitythese

two factors differentiate it and for wipes users quality is the factor.

30

32

29

2

7

No. of Respondents

value for money

quality

utility

packafing

availability

What makes your preffered cleaning tool different from others.

Total

value for

money quality utility packaging availability




SPONGES 2 6 2 1 1 12

TOWEL 10 7 15 0 2 34

CLOTH 12 5 9 0 1 27

YELLOW DUSTER 5 5 2 0 3 15

OTHER WIPES 1 9 1 1 0 12

Total 30 32 29 2 7 100

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DEMOGRAPHICANALYSIS

Q.7 is about you & your household & will be

used to divide our respondents into groups.

AGE >20 Years 25-30 30-40 >40 Years

EDUCATION

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Ho: Age has no significant impact on choice of cleaning tool at 80%confidence level.

Ha: Age has significant impact on choice of cleaning tool at 80%

confidence level.

Crosstabulation

Count


TotalSPONGES TOWEL CLOTH

YELLOW

DUSTER OTHER WIPES

Age >20 years 0 0 0 1 0 1

25-30years 9 16 9 8 9 51

30-40years 3 17 13 6 3 42

>40 years 0 1 5 0 0 6

Total 12 34 27 15 12 100

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Ho: Education has no significant impact on choice of cleaning tool at

80% confidence level.

Ha: Education has significant impact on choice of cleaning tool at


education * Currently which cleaning tool use by you for home care/cleaning purposes? Crosstabulation

Count


TotalSPONGES TOWEL CLOTH YELLOW DUSTER OTHER WIPES

education

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Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 34.768a 12 .001

Likelihood Ratio 37.375 12 .000

Linear-by-Linear Association 3.792 1 .051

N of Valid Cases 100

a. 10 cells (50.0%) have expected count less than 5. The minimum expected count is 1.92.

Pobserved = 0.001

Pbenchmark = 0.20

As Pobserved is lesser than Pbenchmark. So that null hypothesis will berejected and alternative hypothesis will be accepted.

Pobserved < Pbenchmark

Reject : Ho

Accept : Ha

Conclusion: It means education has significant impact on choice ofcleaning tool.

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Ho: Occupation has no significant impact on choice of cleaning tool

at 80% confidence level.

Ha: Occupation has significant impact on choice of cleaning tool at


occupation * Currently which cleaning tool use by you for home care/cleaning purposes? Crosstabulation

Count


TotalSPONGES TOWEL CLOTH YELLOW DUSTER OTHER WIPES

occupation home maker 4 25 18 4 3 54

self emplyoed 0 1 0 1 1 3

employee 7 8 9 9 6 39

professional 1 0 0 1 2 4

Total 12 34 27 15 12 100

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Ho: Household monthly incomehas no significant impact on choice

of cleaning tool at 80% confidence level.

Ha: Household monthly incomehas significant impact on choice ofcleaning tool at 80% confidence level.

Crosstabulation

Count

Currently which cleaning tool use by you for home


TotalSPONGE TOWEL CLOTH

YELLOW

DUSTER

OTHER

WIPES

household monthly income Rs.50000 4 2 5 1 9 21

Total 12 34 27 15 12 100

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IMPORTANT TERMS

Market penetration=No. of respondents who have purchased WIPES

Total respondents

Brand penetration=No. of respondents who have purchased Gala wipes

Total respondents

Penetration=Brand penetration

Market penetratio

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BRAND METRICS

Total respondents=100 GALA SCOTH

BRITE

WAIT

ROSE

AJAX

Wipes=12 5 4 2 1

Other tools=88

Market penetration Brand penetration Penetration (share)

12/100=12%

Gala 5/100 5%

Scotch

brite

4/100 4%

Wait

rose

2/100 2%

Gala 5/12 0.42

Scotch

brite

4/12 0.33

Wait

rose

2/12 0.17

Conclusion:on the basis of the above table it can be concluded that penetration

share of GALA is highest in the wipes category.

The reason which I observed regarding the maximum penetration share of GALA

in wipes category is its:

AVAILABILITY

Gala is the home brand of Big bazaar and it is always available in the store. This

can be a reason of its maximum penetration share.

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CHAPTER

VI

RECOMMENDATIONS

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RECOMMENDATIONSAfter completing the project assigned to me, I came across various things which I

think would be helpful for the growth of the company. There are few of the points I

would like to recommend to the company which according to me if applied then it

will be beneficial for the company and these points are as follows

1.The product PRIM is a quality product but the problem is unawareness

regarding this concept among many customers especially in Jaipurwhere I

conducted my study, and those who are aware about this concept for them the

problem is unawareness regarding this brand.And this Awareness can be

brought by constant visibilityof the product via advertising be it through

electronic media, print media or through retail stores (display).

2. The major competitors/substitute of PRIM are :-

o Towel

o Cloth

Apart from these two there are few other competitorso Yellow Duster

o Sponge (scotch bites, Gala etc)

o Other wipes (Gala, Wait rose etc)

Around 34% respondents are using towel and around 27% respondents are Using

cloth for cleaning purposes and out of these 34% and 27% around - and

respondents are unaware about the home care wipes concept respectively. So we

can target these people and can educate them regarding the dry wipes concept (how

hygienic it is, how effective it is, etc.) through Promoters

Organizing events in stores like Big bazar, Hyper City

3. Most of the respondents came to know about Prims competitors/substitutes

through the following sources

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Friends/Peers i.e. word-of-mouth

Retail outlets (Display in stores) Print Advertisement/Outdoor advertisements

So to make people aware , need to focus on these sources.

4. Around 6% respondents are somewhat dissatisfied and around 52%

respondents are somewhat satisfied with their preferred cleaning tool. It means if

these customers will get something which can clean thing with more

effectiveness then they might switch to that product itmeans there is a lot of

scope for Prim. The only thing we need to do is to target such customerse andeducate them regarding prim.

5. Around 50% respondents purchase their preferred cleaning tool once in a

month. It means our pack size should be designed in such a way that it can

satisfy the requirements of our potential customers at least for one month.

6. Around 99% respondents purchase home care products either from

departmental stores or from super marketsso we need to focus on these two

from distribution point of view

7. Around 21%respondents are not at all loyal regarding their preferred

cleaning tool,it means for these respondents Availabilityis a most important

factor, which influence their buying decision. So we can capture these respondents

by ensuring availability of our product through an effective and efficient

distribution system.

8. As we know that our major competitors are Towel and clothAnd maximum customers prefer these tools because of their Utility and Value

for money respectively.So to beat this competition, we need to focus on these

two attributes and also need to highlight these attributes in our product i.e.

PRIM.

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CHAPTER

VII

report on

kara

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REPORT ON KARAIn my whole term of my internship programme besides concentrating on the study

of PRIM its competitors, I had also been assigned to promote the brand awareness

for the kara skin care wipes& if possible to raise the purchase order (PO) from the

stores. This job actually helped me a lot in learning the thinking & deciding

process which a consumer does & to pursue him/her to trust the performance of the

product.

In this training period I had visited 3 stores (Big Bazaar,Tonk road; Big

Bazaar,MGF Mall; Hyper city,Triton Mall) in Jaipur to promote the brand

awareness of kara and also conducted two small surveys on kara, to study:

The awareness of wet wipes concept among jaipurites.

The impact of karas tv advertisement on its sale and awareness

For these two survey I had interacted more than 300 respondents and I came

across with few findings about the product (kara skincare wipes) which I would

like to share for the benefit of the product in future.

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

replacement of handkerchief is very far away because this is a new concept in

indian market & unless and until the company take intiative to spread awreness to

the potential consumers about the benefit of wet wipes the product will always be

on back seat.

2. There are few ways to spread awareness among the potential consumers whichare as follows:

Through advertisements (print/electronic media)

Through canopies

Through good display in retail stores

Through promoters / beauty advisors

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This is for sure that once the consumer shows interest in this product (as this

product has capability to be the market leader as there are still no major companywho act as a threat ) the demand will definitely rise, which will compel the retailers

to place the order for kara.

3. Another point which I think is very shocking to see is the duration of the time

for the delivery of the order from the distributor to the store. In my very short span

of period I noticed this thing that the availability of our product is not so good in

retail stores and it is because of our poor distribution system.

4. one more important thing which I had observed during my training period is that

male customers are not really very satisfied/ comfortable with this product and the

major reasons behind this are its:

PACKAGING

pack Colour

pack size

PSYCHOLOGY

Male customers felt that their skin is different from female customers. So theirproduct must be different and they feel more comfortable / satisfied, if it is

mentioned on the product that it is FOR MEN.

5. One more important thing which I had observed is that the pricing of some

variants is not at all justified.

For e.g.

A pack of 10 wipes(cucumber &aloe vera based) =Rs.30

A pack of 20 wipes(cucumber &aloe vera based) = Rs.65

6. One more important thing which I had observed regarding the preference of

variants

Refereshing wipes ----(most preffereable)

Mouistrising/cleansing---(least preffereable)

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RECOMMENDATIONSKARA

1. First & foremost step will be to increase thefrequency of advertisements in

print & electronic media.It is very important for a product with a new concept to

get the attention of the consumers and this can only be achieved by spreading

awareness about the product and the best means is advertisements.

2. Kara is a product that can be easily understood and adopted by the youth. So we

can put few canopies with samples outside the colleges(ICG,JNU etc).

This will definitely help in spreading the

Documents

Report...Prim (1)