SUMMER INTERNSHIP REPORT On PRICE ANALYSIS OF HANDYS AND KARA WITH COMPETITORS OF BIRLA CELLULOSE AND GRASIM INDUSTRIES

LIMITED BY NITESH OMRAY PG20112084 Class of 2011-13

INDUSTRY GUIDE:
Mr. Divyankar goel Assistant General Manager (North) Grasim Industries Limited

FACULTY GUIDE:
Mrs. Rajkumari Mittal Professor IILM Institute For Higher Education, Gurgaon

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IILM INSTITUTE FOR HIGHER EDUCATION

CERTIFICATE
I hereby certify that Nitesh Omray student of Post Graduate Diploma in Management at IILM Institute For Higher Education, Gurgaon has completed internship on PRICE ANALYSIS OF HANDYS &KARA WITH COMPETITORS IN GURGAON, under my guidance.

Mrs. Rajkumari Mittal Professor IILM, Gurgaon Amity Business School

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ACKNOWLEDGEMENT
This project has been a great learning experience for me and I would like to express my sincere gratitude to all the people who guided me throughout the project and without the valuable guidance and suggestions of these people this project would not have been completed successfully. I owe enormous intellectual debt towards my industry guide Mr. Divyankar Goel, RegionalSales Manager, North Division, Grasim Industries & Birla Cellulose, and Faculty guide Mrs. Rajkumari Mittal, professor, IILM INSTITUTE OF HIGHER EDUCATION GURGAON for their continuous support and cooperation throughout my project without which the present work would not have been possible. Special thanks to Mr. Naval Kishore, Area Sales Manager, Delhi NCR Region for their continuous guidance, support and cooperation during the project. I would like to thank all the respondents whom I interacted during my project without their support and cooperation this project would not have been completed successfully. And Last but not the least, I feel indebted to all those persons and organization who/ which have provided helped directly or indirectly in successful completion of this project.

NITESH OMRAY PGDM2011-13 PG20112084

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CONTENTS
CHAPTERS
# Chapter 1
Objective of the Study Scope of the Study 7 7 9 11 12 15 16 18 21 22 24 27 28 29 30 46 49 52 54 56 58
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PAGE NO.

# Chapter 2 # Chapter 3
Introduction Grasim industries Birla cellulose Product of Birla cellulose KARA Puretta Prim Handys

# Chapter 4 # Chapter 5

Working Methodology SWOT Analysis of Kara SWOT Analysis of handys BCG Matrix Data Analysis Observation Recommendation

# Chapter 6 # Chapter 7 # Chapter 8 # Chapter 9

Learning

Limitations

# Chapter 10 # Chapter 11

Bibliography

Questionnaire

Executive Summary:
A project means a task assigned by the company. My project topic is Price analysis of Kara skincare wipes and Handy hand sanitizer wipes with competitor in Gurgaon in GRASIM INDUSTRIES & BIRLA CELLULOSE, Aditya Birla Group. Consumer behavior is discovering what people want, need, believe or react. The objective of my research was to identify the behavior of different consumers regarding KARA and HANDY in Gurgaon region. So that the market of KARA skincare wipes and HANDY hand sanitizer wipes must expand, and position of these products in the market will become strong. Also was assigned to work on ways to highlight the product in the corporate front and give recommendations for the same. Consumer behavior is the behavior of the consumer towards the various products, brands, stimuli and etc. through its learning, perception, motivation and etc.. In other words we can say that, it is a mental and emotional process along with the physical activities of the people who purchase and consume goods and services to satisfy their needs. This report is the premier source of market intelligence for the competition in the skin care wipes segment and also includes: Comprehensive analysis of the skin care wipes market The reason behind the current status of the market situation and consumers thinking and their needs, and various factors influencing consumer behavior. Ways to challenge the market leader and cut the competition.

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CHAPTER 1 OBJECTIVE OF THE STUDY

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OBJECTIVE:
The main objective of the project is Price analysis of handys and Kara with competitor through market survey and research in the Gurgaon city. This object justifies how to put awareness and promote puretta in the market so that the brand image of handys can be made just like Kara.

Scope of the study

The data collected gives the clearer picture of the Birla Cellulose products in the market of Gurgaon, under the study in this research, and gives the company an indication about whether it is feasible to move on with the persisting movements and marketing strategies, and if no, then how to go about it and make it a worthwhile for the brand as well as the company. And conclude what should be the most favored deal.

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CHAPTER 2 COMPANY PROFILE

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INTRODUCTION
A GLOBAL CORPORATION ROOTED IN INDIAN SOIL A US $40 billion corporation, the Aditya Birla Group is in the League of Fortune 500. It is anchored by an extraordinary force of over 133,000 employees, belonging to 42 different nationalities. The Group has been ranked Number 4 in the Global 'Top Companies for Leaders' survey and ranked Number 1 in Asia Pacific for 2011. 'Top Companies for Leaders' is the most comprehensive study of organizational leadership in the world conducted by Aon Hewitt, Fortune Magazine and RBL (a strategic HR and Leadership Advisory firm). Over 53 per cent of its revenues flow from its overseas operations. The Group operates in 36 countries Australia, Austria, Bangladesh, Brazil, Canada, China, Egypt, France, Germany, Hungary, India, Indonesia, Italy, Ivory Coast, Japan, Korea, Laos, Luxembourg, Malaysia, Myanmar, Philippines, Poland, Russia, Singapore, South Africa, Spain, Sri Lanka, Sweden, Switzerland, Tanzania, Thailand, Turkey, UAE, UK, USA and Vietnam. Globally, the Aditya Birla Group is: A metals powerhouse, among the worlds most cost-efficient aluminum and copper producers. Hindalco-Novelis is the largest aluminum rolling company. It is one of the three biggest producers of primary aluminum in Asia, with the largest single location copper smelter. No.1 in viscose staple fiber No.1 in carbon black The fourth-largest producer of insulators The fifth-largest producer of acrylic fiber Among the top 10 cement producers Among the best energy-efficient fertilizer plants The largest Indian MNC with manufacturing operations in the USA

In India: A top fashion (branded apparel) and lifestyle player

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 The second-largest player in viscose filament yarn The largest producer in the chlor-alkali sector Among the top three mobile telephony companies A leading player in life insurance and asset management Among the top two supermarket chains in the retail business Among the top 10 BPO companies Rock solid in fundamentals, the Aditya Birla Group nurtures a culture where success does not come in the way of the need to keep learning afresh, to keep experimenting. Beyond business - The Aditya Birla Group: Works in 3,000 villages. Reaches out to seven million people, annually through the Aditya Birla Centre for Community Initiatives and Rural Development, spearheaded by Mrs. Rajashree Birla. Focuses on healthcare, education, sustainable livelihood, infrastructure and espousing social reform in India, Asia, Egypt, Philippines, Thailand, Laos, Indonesia, Korea and Brazil. In India: Our Group runs 42 schools, which provide quality education to 45,000 children. Of these, over 18,000 children receive free education. Its 18 hospitals tend to more than a million villagers. In line with its commitment to sustainable development, has partnered with the Columbia University in establishing the Columbia Global Centres Earth Institute in Mumbai. To embed CSR as a way of life in organizations has set up the FICCI Aditya Birla CSR Centre for Excellence, in Delhi.

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GRASIM INDUSTRIES
Grasim Industries Limited, a flagship company of the Aditya Birla Group, ranks among India's largest private sector companies, with a consolidated net revenue of Rs.216 billion and consolidated net profit Rs.22.8 billion (FY 2011). Starting as a textiles manufacturer in 1948, today Grasim's businesses comprise viscose staple fiber (VSF), cement, chemicals and textiles. Its core businesses are VSF and cement, which contribute to over 90 per cent of its revenues and operating profits. The Aditya Birla Group is the worlds largest producer of VSF, commanding a 21 per cent global market share. Grasim, with an aggregate capacity of 333,975 tpa has a global market share of 10 per cent. It is also the second largest producer of caustic soda (which is used in the production of VSF) in India. In cement, Grasim through its subsidiary UltraTech Cement Limited ("UltraTech") has a capacity of 52 million tpa and is a leading player in India. In July 2004, Grasim acquired a majority stake and management control in UltraTech. 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. The amalgamation of Samruddhi Cement Limited (SCL) with UltraTech w.e.f. 1 July 2010 completed the restructuring of the cement business. Earlier, Grasim's cement business was demerged into SCL. The merger has created the largest cement company in India, providing a platform that will help in pursuing aggressive growth going forward. Viscose staple fiber Grasim is India's pioneer in viscose staple fiber (VSF). Cement Grasim has grown to become a leading cement player in India. Chemicals Grasim has India's second-largest caustic soda unit. Textiles Grasim has strong nation-wide retail network and also caters to international fashion houses in USA and UK.

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BIRLA CELLULOSE

Vision and values

Vision To be the Global Leader in the Man-made Cellulosic Fiber Industry

Mission The company aim to create Superior & Sustainable Value for all our stakeholders, maintaining the largest market share in the Man-made Cellulosic Fiber Industry globally through:

Innovation in Products & Processes Excellence in Quality, Service, People Development & Focus on Environment Friendliness in all our activities

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COMPANY PROFILE
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 brands offer a wide range of functional benefits such as soft feel, high moisture absorbency, bio degradability and comfort to the wearer. These fibers have multiple applications including apparel, home textiles, dress material, knitwear, non-woven etc. Fiber is one of the oldest businesses of the Aditya Birla Group that commenced in 1954. Birla Cellulose is 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. With a strong focus on Research and Development (R&D), the Group's R&D initiatives span the entire value chain. Grasim Forest Research Institute pulp to plantation research Birla Research Institute for Applied Sciences pulp to fiber research Textile Research & Application Development Centre (TRADC) value chain from fiber to garments / made ups

"Nature is the genesis of all that surrounds us; therefore, what other than nature could be the origin of Birla Cellulose.. Nature is the source of Birla Cellulose and herein lays the inspiration of our logo. 'Fibers from Nature' is our theme and our 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. The floating leaves symbolize the key characteristics of Birla Cellulose which are "comfort and lightness". The vibrant green indicates that Birla Cellulose can take on vibrant colors. The circle signifies the cycle of nature and sustainability.

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CHAPTER 3 PRODUCT OF BIRLA CELLULOSE

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PRODUCTS OF BIRLA CELLULOSE

KARA Skin Care Wipes Aditya Birla Group launched this product i.e. KARA skincare wipes in 2008. It is basically a solution to skin care regime out of home a convenient way to be at your best always. Sometimes your hectic schedule leaves 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 you are on the go. With the unique formulation of natural ingredients, these wipes are easy to use anytime and anywhere. Whats more they are made from Birla Cellulose, a fiber that is 100 per cent natural and biodegradable. Kara skincare wipes are the Indias first branded skin care product. 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, is the first time that an Indian company entered this segment. The brand also marks Aditya Birla Groups foray into the Indian FMCG market. According to reports, wipes market is worth around Rs. 30 crore (Source: Ginny filament Website). Kara skincare wipes are positioned as an essential skincare accessory. The brand is targeting the young lady professionals who often need to meet lot of people. The brand aims to create a new category of wipes in India. Hence the challenge is to educate the target population about the usefulness of this product. This task is cut out for Kara since the target population is already exposed to such kind of products. The only task is to inculcate the habit of buying and using the wipes. The product is relevant in the Indian market for two reasons One is the climate which necessitates such a product and second is the growing number of lady professionals. The brand has the tagline At your best. Always this clearly communicates the core brand positioning. The brand is being promoted as the anytime solution to look good.
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Characteristics of Kara skincare wipes Convenient. Hassle free application of lotion without using cotton balls. Portable Optimized efficacy. 100 per cent natural and biodegradable. Hygienic. Alcohol free. Dermatologically safe. Assurance of Aditya Birla Group

Variants of KARA Deep Pore Cleansing Wipes

Kara Deep Pore Cleansing is a gentle, effective way to clean your skin of dirt, grime and excess of oil. Enriched with Jojoba and Avocado extracts, it unclogs pores, detoxifies and thoroughly exfoliates dead skin cells.

Sunscreen Wipes

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 plum extract and vitamin E that nourishes the skin and Aloe Vera that keeps the skin moisturized.

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 Moisturizing Wipes

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.

Toning Wipes

Kara Toning Wipes is enriched with Rose and Thyme extract that tighten the skin and maintain the normal pH balance.

Make Up Removal Wipes

Kara Make-Up Removal Wipes are enriched with Lavender and Seaweed extracts that removes the make-up in just one swipe.

Refreshing Facial Wipes

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Kara Refreshing 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.

Puretta Baby Wipes

Aditya Birla group announced its foray into the baby care segment in India by launching PURETTA 100 per cent natural and biodegradable baby care wipes in 2009. Product portfol io includes Complete Cleansing Wipes, Germ Shield Wipes and Skin Nourishing Wipes. These wipes are safe for the babys delicate skin as they are alcohol free, hygienic, hypoallergenic and dermatologically tested. Since Puretta (meaning pure and diminutive) is made from Birla Cellulose, a 100 per cent natural and biodegradable fiber, it soothes the babys tender skin with its soft and nature-friendly properties.

While the usage of baby wipes is growing in India, there is limited access to quality products at the right price points. 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, aiming to satisfy the need of Smart Moms.

Most of the other wet wipes in the market today are made from Polyester-Viscose blended non- woven fabric or paper. Polyester is not skin friendly and its repeated use on the skin is not advisable. Paper tissues tear off when rubbed over skin and leave lint on face in a way that can often embarrass the user. While Puretta is made up of non-woven fabric which absorbs sweat, extra oils from the skin without scrubbing it. It doesnt wither when rubbed hard and doesnt leave lint on facial skin or stubble.

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Characteristics of Puretta Baby Wipes Safe for babys skin. Hygienic. Hypoallergenic Dermatologically tested. Alcohol free. With mild fragrance. Convenient- hassle free cleaning and application of lotions without using towel or cotton balls. Portable. With optimized efficacy. For complete baby care.

Variants of Puretta Complete Cleansing Wipes

Complete cleansing baby wipes are enriched with chamomile extracts these wipes are gentle and soothing to the babys skin ensuring complete cleansing while retaining the pH balance of the skin. A smarter way to completely clean the baby anytime & anywhere. It is basically used on babys nappy 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 or in winters. Wipe entire body to keep baby clean and fresh at all times, day or night. Provide soothing relief. Most of the other wet wipes in the market today are made from Polyester-Viscose blended non- woven fabric or paper. Polyester is not skin friendly and its repeated use
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on the skin is not advisable. Paper tissues tear off when rubbed over skin and leave lint on face in a way that can often embarrass the user. While Puretta is made up of nonwoven fabric which absorbs sweat, extra oils from the skin without scrubbing it. It doesnt wither when rubbed hard and doesnt leave lint on facial skin or stubble. Skin Nourishing Wipes

Skin Nourishing Baby Wipes keeps the babys skin soft and nourished always, after a bath or even during the dry season. Enhanced with Mineral oil and Pear extracts, it leaves a protective layer of moisture on the babys delicate skin. A smarter way to keep the babys skin nourished anytime, anywhere. It is used on babys complete body especially hands, feet, face, neck and back area. It is a good add-on or occasional substitute for baby oil massage. 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 keep babys skin soft and nourished always. After bath and during dry season. While travelling or exposure to air-conditioning at home

Germ Shield Wipes

Germ Shield Baby Wipes contains antiseptic properties to protect the babies from germs always. Enriched with Lavender extracts, it leaves the babys skin refreshed. A smart

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multipurpose option for not only sanitizing babys hands and mouth but also utensils, tethers and toys, anytime, anywhere. It is basically for 0-5 year old babies but can also be used by older children while protecting the babies from germs throughout the day with natural antiseptic properties. Essential to clean baby as he/she gains mobility and crawls on surface that may be contaminated. After play time, before food and especially while travelling. To sanitize babys utensils, tethers and toys.

Home & Kitchen Care Wipes

PRIM 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. There is no product in the market in this category but Scrotch brite is there which is seen as the substitute of the product. Usually cloth 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.

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Handys is a product of Birla Cellulose, an Aditya Birla Group Company Indias first truly multinational conglomerate with a turnover of US$28billion. 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 brands offer a wide range of functional benefits such as soft feel, high moisture absorbency, bio degradability and comfort to the wearer. Birla Cellulose is the key fiber supplier to the apparel, home furnishing and technical textiles markets globally. It is an important ingredient in disposable hygiene products (wipes, diapers, sanitary applications etc.) and other medical products. Hand sanitizers are able to kill bacteria, fungi and viruses that could potentially spread disease. They are a great alternative to soap and water and are recommended for use when the hands are not visibly dirty. To further prevent the spread of these unwanted germs, touch -free 24 hand sanitizers are quickly becoming the de facto standard amongst maintenance departments. It doesnt matter whether youre seeking hand sanitizers for commercial or residential use; we have them both here at Parish Supply. Great deals on wall-mounted hand sanitizers, wipes or personal size bottles from trusted brands like Purell. Hand sanitizers available in gel & foam, dispensers for Touch-Free and Hand sanitizer stations for stationary & portable use. Characteristics of HANDYS: Convenient Hygienic Effective Environment Friendly Assurance Unique

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CHAPTER 4 WORKING METHODOLOGY

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WORKING METHODOLOGY
FIELD JOB In the first day of SIP my industry mentor have given the product detail of Birla cellulose and given a location Gurgaon of my field job. He has also given us the address of the distributor point in Gurgaon. He has also given me the rate list of the product and explains of distributor and retailer margin and about the offers given by Birla cellulous to the retailers. There are two distributors in Gurgaon, one is aggarwal medical and general store he is a distributor for general trade and another one is kamv marketing he is a distributor for modern trade. In my whole term of my internship programme besides concentrating on the study of price analysis of Kara and Handy with competitor. I had also been assigned to promote the brand awareness for the Kara skin care wipes & if possible to place the product in few stores. This job helped me a lot in learning the thinking & deciding process which a retailer does & to persuade him to trust the performance of the product. I had visited to more than 120 shops in various markets of Gurgaon which includes palam vihar, old and new railway road, sector 4, sector 7, sector 9, sector 22, sector 23, sector 17, DLF phase 3, M.G. road, sikandarpur, south city 2, super mart 1 & many more & even managed to place the product Kara Skin Care wipes in more than 30 shops with a number more than 250 packs. All this work which I have done is a general trade work besides this I have also done a modern trade work like dealing in a head offices of chain stores and medical chain stores, few of them I have visited like big bazar, spar hyper market, SRS store, guardian pharmacy, Apollo pharmacy, all needs store. I came across with few findings about the product which I would like to share for the benefit of the product in future. 1. The first thing which acts as a bridge between the product & the retailers is the margin provided by the company. As there are other local wipes available in the market with more margins to offer than offered by us as a result of this retailer hesitate at a first go to keep the product into their shelf. 2. 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 & until the company take initiative to spread awareness to the consumers about the benefit & plus points of wet wipes the product will always be on back sit.

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3. There is a only way to spread awareness to the consumer is thru advertisement ether it is been done with the printing media or by the electronic media, & this is for sure that once the consumers gets aware and shows interest in this product (as this product has capability to be the market leader as there are still no major company who acts as an threat) the demand will definitely rise, which will compel the retailers to place order for Kara. 4. Another think which comes in front of me during my sip period which is very shocking to see is the duration of time for the delivery of the order from the distributor to the retailers, in my very short span of period I came across with many complaints from the retailers stating that they had placed their order but the consignment has not been delivered or it took more than weeks or 2 weeks to get the delivery, this may act against the products brand value or the retailer may lose interest from the product.

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CHAPTER 5 DATA ANALYSIS AND INTERPRETATION

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ANALYSIS
SWOT Analysis of all the products
SWOT Analysis of KARA Skin Care Wipes STRENGTH: Fabric used is VSF (viscos staple fiber) which has a good absorbing power. 100% natural & bio-degradable. Safe for skin. Dermatologically tested. Alcohol free. Cleans, nourishes & hydrates the skin. Assurance of Aditya Birla Group.

WEAKNESS: Lack of advertising & promotion. Lack of awareness for the use of such products by the company. Costlier than other wipes available. Retailers find it a product with very low margin hence, hesitate to order.

OPPORTUNITIES: This segment is very new to the Indian market so it has a very good opportunity to grow. People are becoming more hygienic & consciences towards themselves. Opportunity to grow this product because people are becoming more educated with higher income.

THREATS: Facing immense competition from Chinese wipes which are slowly penetrating into this segment. Major threats are: Dove, Nivea, Mee Mee, Claurius.
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SWOT Analysis of Handy hand sanitizer Wipes STRENGTH: Fabric used is VSF (viscos staple fiber) which has a good absorbing power. 100% natural & bio-degradable. Safe for hands cleaning. Dermatologically tested. Alcohol free. Assurance of Aditya Birla Group. Monopoly in the market.

WEAKNESS: Lack of advertising & promotion. Lack of awareness for the use of such products by the company. Costlier than other hand sanitizers available. Retailers find no demand of such product hence, hesitate to order.

OPPORTUNITIES: This segment is very new to the Indian market so it has a very good opportunity to grow. People are becoming more hygienic towards themselves. Opportunity to grow this product because people are becoming more educated with higher income.

THREATS: Major threats are other liquid hand sanitizers

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BCG MATRIX

PURETTA PRIM

KARA

HANDY

Stars- Stars represent business units having large market share in a fast growing industry. Birla cellulose is not having any star product. Kara can become there star product if there will be a proper awareness and promotion activity can be taken place. It has a high market share but slow growing industry so if the awareness of a product is given to the customer it can become a star product of the company. Cash Cows- Cash Cows represents business units having a large market share in a mature, slow growing industry. Kara requires investment and generates cash that can be utilized for investment in other business units. It is a SBUs are the corporations key source of cash, and are specifically the core business. It is the base of an organization. Question Marks- Question marks represent business units having low relative market share and located in a high growth industry. They require huge amount of cash to maintain or gain market share. Puretta require attention to determine if the venture can be viable. Puretta start as question marks as the company tries to enter a high growth market in which there is already a market-share. If ignored, then question marks may become dogs, while if huge investment is made, and then they have potential of becoming stars. Dogs- Dogs represent businesses having weak market shares in low-growth markets. They neither generate cash nor require huge amount of cash. Birla cellulous having prim and handy in the category of dogs Due to low market share, these business units face cost disadvantages. These products have weak market share because of high costs, ineffective marketing, etc. Unless these products have some other strategic aim, it cannot give profit to the company. 29 | P a g e

DATA ANALYSIS
DATA ANALYSIS & INTERPRETATION
Gender:

No. of Respondet
No. of Respondet 75

25

Male

Female

Out of 100 respondent we counted that 75% respondent were female and only 25% respondent were male.

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AGE:

No. of Respondent
No. of Respondent 35 30 25

10

15-25 years

25-35 years

35-45 years

above 45 years

Above mention fig. clearly shows that most of the customer use Kara lies between age group 15 to 35 years.

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Awareness about the concept of skin care wipes

awareness

no 40%

yes 60%

Interpretation: From the above pie chart it is clear that the awareness about the concept of skin care wipes among the consumers in Gurgaon is quite high, this shows that the concept of skin care wipes is not new to the consumers.

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Which brand of face wipes you use Brand

Kara 30%

dove 20%

nevia 15%

chinese 35%

Interpretation: From the above pie chart it is clear that face wipes market is been covered by Chinese wipes and after that Kara.

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

hygenic
hygenic

70

20 6 wipes cotton hankerchef towel 4

Interpretation: From here we can interpret that majority of the people feel that the most convenient and Hygienic way of cleaning their skin is wipes. So there is a great scope for wipes in the Indian market and the product can achieve success because most of the people like the concept KARA. According to the data collected, 70% respondents think that wipes are the most convenient and hygienic way of cleansing and 20% of respondents went for the cotton, 6% and 4% respondents feel that handkerchief and towel is more convenient and hygienic way, this could be the lack of awareness about the viscose that it is more absorbent than cotton and others.

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What do you look in for, while buying wipes? Preference

Preference

35 16

30 19

Package size

price

cleaning effectiveness

Brand name

Interpretation: Most of the respondents look for package size, price, cleansing effectiveness and brand name while buying wipes because highest percentage is gain by these main four features i.e. Package size (16%), Price (26%), Cleaning effectiveness (30%), Brand name (19%). Customers look for these features first in any wipe, so company must focus on these feature to capture the market, other features like Easy availability, durability and Multi-tasking are also essentials, these must not ignore.

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What difference you find out in KARA skin care wipes and other wipes?

Difference
Difference

Quality

13

Fragrance

29

variety

58

Interpretation: Among the all respondents 58% feel that Kara has variety in wipes and other brand has not too much variety. And 29% of respondents feel that Kara has various fragrances in its variants, and 13% observe that there is quality difference between Kara and other wipes present they ever used. So this is a good sign of success for Kara.

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Do you use hand sanitizers? Acceptence

yes 2% No

98%

Interpretation: From the above pie diagram, picture is clear that Hand sanitizers are acceptable by almost all population, 98% respondents regularly use liquid hand sanitizers as a good habit, and rarely 2% respondents have not develop the habit to clean up their hands from sanitizers. So it means in Indian market the scope for HANDY is very vast.

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Have you ever heard about Aditya Birlas product HANDYS hand sanitizing wipes?

Awareness of handys
Yes No

8%

92%

Interpretation: HANDYS is a totally new concept in the Indian market, only 8% respondents heard about the product and 92% respondents had no idea about the HANDYS they never heard about the product. The only single reason behind this is unawareness, heavy advertisement should be make for making consumer aware, because the concept of the product can easily acceptable by the customers, it can become the necessity of the people, when consumer make the habit of using HANDYS regularly.

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What do you use for cleaning hands? Cleaning hands

Cleaning hands

55

25 18

2 Antibacterial Soap Sanitizer Liquid hand wash Handys wipes

Interpretation: From the above graph it is clear that most of the people use antibacterial soap for cleaning their hands and just a negligence person uses handy wipes.

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Have you ever use Handys wipes for cleaning hands?

Use of Handys
Yes No

3%

97%

Interpretation:
From the above pie chart it is clear that only few percent of people use handy wipes.

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Compare the price of handys with the sanitizers?

Compare
Expensive Optimum Cheap

5% 20%

75%

Interpretation:
As the above pie chart shows that many people says that the price of handys is too expensive as compare to sanitizers.

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How would you rate handys on being worth what you paid for it? Worth
Worth 45

30 20

very poor

poor

good

excelent

Interpretation:
As the above graphs shows that the many people think that price of handys doesnt justify its product.

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What you find best in the handys?

Best in handys
Best in handys

80

15

Quality

price

Quantity

Avalibility

Interpretation:
Above graphs shows that the quality of the handys is one of the reason to be preferred as a hand sanitizer.

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CHAPTER 6 OBSERVATION

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OBSERVATIONS
PROBLEMS FACED BY KARA: Now what happened in the market, KARA is still a new product in market and every new concept takes time to capture the market. In foreign countries, the concepts of skincare wipes are totally established. But in India the wipes market is not very much established. There are many international branded wipes in Indian market which are expensive as well as used by only high class people. KARA is first skincare wipes launched by Aditya Birla group, India based company. And customers prefer well-known brands in the market, so KARA as a new concept may take a little bit more time to establish in market. Consumers especially women prefer buying the products like LOreal, Dove, Ponds, Himalaya etc. but in facial wipes, there are just the refreshing wipes which are being marketed as well as sold in the market. Only facial wipes till now known are- Fresh ones, Dove wipes, Nivea wipes, LOreal wipes. Only KARA is available in the market in different variants in wipes like- sunscreen, Tonning, moisturizing, deep-pore cleansing, makeup removal etc. so consumers have no idea about the different variants, they think that these variants are just different fragrances. Due to very less advertising of the product by the company, the awareness about the Product has not spread among the consumers. If the product had been launched abroad, it would have worked as they welcome innovative products. But in India people afraid to use new product, so it is a problem for KARA. Most of the consumers dont buy KARA only because they want wipes in sachet, because sachets are more convenient and good for trial. Some male consumers have thinking about KARA that it is a females product only and cant use the product. So working male generation should be targeted. The concept of KARA is not clear to most of the consumers. They think that KARA is the substitute of handkerchief only; they dont have any idea that it is a substitute of water also. Price factor also persist in terms of KARA sunscreen wipes, and the reason behind it is lack of awareness about the technicalities of the product. KARA is only in skincare wipes; due to this the retail outlets like BIG BAZAR are not very keen on having stock of such a small brand. In BIG BAZAR and other retail outlets, consumers come to buy such things on which there is some offer, and most of the consumer doesnt buy KARA on MRP from BIG
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BAZAR, they said that on MRP this kind of product they can purchase from small departmental stores in the market. Convincing the consumers and the purchase department of BIG BAZAR is the main issue. Still the demand for the KARA has increased and now most of the consumers get aware about the product and its variants, result- sale increased. But there is shortage of stock most of the time at BIG BAZAR. In BIG BAZAR there is nothing for the promotion or visibility of KARA, there is no posters and flexes, thats why consumers dont pay any attention towards KARA. There is also a problem with some customers of KARA, they dont know how to open the packaging, they tear the packet of KARA from side, and they dont open the flap. Packaging is also not very good and attractive. Flap of KARA doesnt remain sticky by using again and again, and wipes get dried.

PROBLEM FACED BY HANDYS: The main problem faced by HANDYS hand sanitizer wipes in market is that consumers are not aware about the product, and there is no advertisement has made for the promotion of the product. Consumers prefer liquid hand sanitizers; sanitizing wipe is totally new concept in the Indian market. Competitors of HANDYS in the market are the well-known brands like- Dettol, Lifebuoy, godrej hand sanitizers etc. so customers prefer these brands firstly. In corporate to corporate, the pharmaceutical companies was targeted for deal of HANDYS, most of the companies like the concept of HANDYS but when they use the sample they feel that the quality is not very much satisfying, they said that the wipe is not too much soft, and it is not very much wet, in their laboratories they deal with strong chemicals so HANDY is not too much wet so it can clean all the chemicals, so they prefer liquid hand sanitizers more.

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CHAPTER 7 RECOMMENDATION

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RECOMMENDATIONS
RECOMMENDATIONS FOR KARA
As we know that the competitors of KARA are mostly cosmetic brands, so to make a strong position in the market, KARA must enter into a new product line, means KARA must enter into the cosmetic world. The recent advertisement of KARA, which is shown on the T.V, is not very much inspiring. In the advertisement the is shown as the substitute of handkerchief, it must be promote like a substitute of water, then it seems like some innovative or inspiring product. Only KARA in the market gives the verity in the wipes for different purpose, but consumers have no awareness about it, so advertisement of each variant should be telecast, so that everybody can know about the feature of different variants. Most of consumers demand KARA in sachets, so it should be available in every store. Male population should be targeted by making more and more awareness that it is a unisex product, this is not specifically made for female population. Prices are relatively high as compare to other wipes category like Chinese wipes available in the market. Especially the sunscreen wipe of KARA is very expensive. So price should be reasonable. In stores like BIG BAZAR, customers visit there to buy such things on which there is some offer. So offers should be given in the BIG BAZAR like Buy 2 get 1 free Buy 1 get 1 free Or any free gift item with KARA Buy Large packet and get 10s pack free. Discount in the MRP. In the month of June and July sales at BIG BAZAR was excellent. Stock gets finished within a week there and next P.O generate after 1 to 2 weeks. So P.O must be making timely so that stock cant finish there and we cant lose the sales. At BIG BAZRA there should be some posters or flexes around the bin of the KARA for its promotion, so that more and more customers will get attract. There must be the logo of Aditya Birla group in the front of the KARAS packet. There should be proper instructions to open the packet of KARA.

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 There should be a cap instead of flap to open the packet, because flap doesnt remain sticky for long time and wipes get dried. Packaging should be changed, there should be some attractive packing, because this packing of KARA is looks like Chinese wipes packets, due to this most of the customers dont buy KARA and think that it is a Chinese product. RECOMMENDATIONS FOR HANDYS: Quality must improve. HANDY must be wet, so that it can easily compete with liquid hand sanitizers, and can clean hands more effectively. Hand sanitizers are mostly used by school going children, so HANDYS should be distribute as a free samples in schools. When children will like the product they will make a habit to use it regularly. There must be the logo of Aditya Birla group on front and on the top of the HANDYS box. Heavy advertisement should be telecast on T.V for making awareness about HANDYS by specially targeting the children.

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CHAPTER 8 LIMITATIONS

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LIMITATIONS
1. Research is based on the collection of data from both primary and secondary sources.

2. 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.

3. Some respondents might not give the correct information due to their lack of interest and shortage of time.

4. Time constraint.

5. All the information, which is taken, is biased on primary and secondary data that has its own limitations.

6. Most of the respondents especially female respondents are reluctant to share some personal information like contact details.

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CHAPTER 9 LEARNINGS

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LEARNINGS
1. Learn how to represent our self in front of the customer. 2. Learn how to deal with the customer, comment on product or supply chain. 3. Learn how to crack a deal and get the maximum order from the customer. 4. Learn about the supply chain working in the FMCG sector. 5. Learn about supply chain management and logistics in the FMCG sector. 6. Learn how to get through modern trade business. 7. Learn about the vendor registration form and how the purchase order been taken. 8. Learn how to negotiate with the customers to get deal through win-win situation. 9. Learn how the promotion and sales techniques used in FMCG sector. 10. Learn how to promote and place the product in the market and the retail chain store.

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CHAPTER 10 BIBLIOGRAPHY

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BIBLIOGRAPHY
1.www.adityabirla.com 2. www.adityabirla.com/birlacellulose 3. www.google.com 4. www.indiamart.com/company/1606980/products.html 5. www.indiainfoline.com/Markets/News/Archived/Aditya-Birla-unveils-Puretta-baby-carewipes/1052935807 6. http://marketingpractice.blogspot.com/2008/05/kara-skincare-wipes-at-your-best-always.html 7. http://www.ndtv.com/convergence/ndtv/aboutads/aboutads_Detail.aspx?anchor=puretta

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CHAPTER 11 ANNEXTURE

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QUESTIONNAIRE
OBJECTIVE: PRICE ANALYSIS OF HANDYS WIPES WITH ITS COMPETITIORS.

Name: ............................................................................... Gender: Age: Male 15-25 years 35-45 years Female 25-35 years above 45 years

Q1.What do you use for cleaning hands? Antibacterial Soap Liquid hand wash Sanitizer Handys wipes

Q2. Which are the most important things you prefer in buying a hand wash Product? Hygiene Bacteria free Price Tested

Q3. Do you know what wipes are? Yes No

Q4. If yes have you ever used wipes? Yes No

Q5. Have you ever use Handys wipes for cleaning hands? Yes No

Q6. Do you think fragrance should be there in wipes? Yes No

Q7. If yes which fragrance would you prefer?

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No fragrance

Sandal

jasmine

Rose

Q8.Rank the price of handys wipes compare with sanitizers?

Expensive

Optimum

Cheap

Q9. Rank the price of handys wipes compare with its quality?

Expensive

Optimum

Cheap

Q10. How would you rate handys on being worth what you paid for it?

Very Poor

Poor

Fair

Good

Excellent

Q11.Rank handys out of 5 on following points where 1= very poor and 5= excellent. Quality Price Quantity Availability Q 12. What price do you suggest for handys one packet (20 pieces) in rupees? 30-40 40-50 50-60

Q13. What do you think which product is better....... Handys wipes Antibacterial soap liquid hand wash Sanitizer

Q14. Please specify why.... ..........................................................................................................................

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