Rayat Institute Of Management

SUMMER INTERNSHIP REPORT

On

Market potential of KARA WET WIPES in Jalandhar and Moga

Aditya Birla-Grasim


Summer Training Project Report submitted in partial
fulfillment of the requirements for the
Post Graduate Program


by

AMANDEEP

Batch: 2013-15




DECLARATION FORM



I hereby declare that the project work entitled STUDY OF ENTERPRISE TRADE ON
KARA WIPES submitted by me for the Summer Internship during the Post Graduate
Program to Rayat Institute Of Management is my own original work and has not been
submitted earlier to any other Institution for the fulfillment of the requirement for any
course of study. I also declare that no chapter of this manuscript in whole or in part is
lifted and incorporated in this report from any earlier/other work done by me or
others.




Signature of Student: Signature of Company Mentor:
Name of Student: Amandeep Name of Company Mentor: Mr. Inderpreet Sodhi
Designation: Area Manager, Punjab
Date: Date:
Place: Place:


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. The blessings, help and guidance given by them time to time
shall carry me a long way in the journey of life on which I am about to embark.

Special thanks to Mr. Inderpreet Sodhi, Area Sales Manager,
Punjab, Grasim Industries & Birla Cellulose, and faculty guide Mrs. Madhuri 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.

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.


AMANDEEP










ABSTRACT

The purpose of my study the Market Potential of Kara Skin Care Wipes was to find the
maximizing the sales of Kara in major markets of Jalandhar and Moga. As any study is
incomplete without the interaction with its main stakeholders, I also interacted with
many commuters of different cosmetics, general stores and medical stores covering
various major markets of Jalandhar and Moga such as Main market(Moga), Bagh Singh
Market(Moga), Goyal Market(Moga), Kapda Market(Moga), Attari Bazar(Jalandhar), Jyoti
Chowk(Jalandhar), Meena Bazar(Jalandhar), Rainak Bazar (Jalandhar) etc.

Further interaction was with the Retailers, wholesalers who plays a significant role in
sale of a product i.e. retailer. It helped in gauging the expectations of retailers as well as
the expectations of customers through retailers to reduce the gap between expectations
and realistic presence of the product.

I sampled Kara in major markets of Jalandhar and Moga to increase the awareness of
Kara because the concepts of using wet facial wipes is not very popular in India unlike
other western countries where people spend their major portion salary in disposable
products.



CONTEXT



CHAPTER 1
INTRODUCTION TO THE TOPIC 9
CHAPTER 2
OBJECTIVE OF THE STUDY 14
CHAPTER 3
IMPORTANCE OF THE STUDY 29
CHAPTER 4
COMPANY PROFILE 31
CHAPTER 5
LITERATURE REVIEW 33
CHAPTER 6
RESEARCH DESIGN 35
CHAPTER 7
DATA ANALYSIS 39
CHAPTER 8
DATA INTERPRETATION 42
CHAPTER 9
CONCLUSION 55
CHAPTER 10
LIMITATION 57
CHAPTER 11
RECOMMENDATIONS & SUGGESTIONS 59
CHAPTER 12
SCOPE FOR FURTHER RESEARCH 61
CHAPTER 13
BIBLIOGRAPHY 63


ANNEXURE 65
CHECK LIST FOR THE ITEMS IN THE REPORT 66









EXECUTIVE SUMMARY

A project means a task assigned by the company. My project topic is Market Potential
of Kara Skin Care Wipes in GRASIM INDUSTRIES & BIRLA CELLULOSE, Aditya
Birla Group.

Marketing is indeed an ancient art. It has been practiced in one form or other
since the days of Adam and Eve. It emerges as a management discipline. However, is of
relatively recent origin. And within relatively this short Period, it has gained a great deal
of importance. In fact, today most Management Thinkers and practitioners the world
over, regard marketing as the most important of all management function in any
business.

In last few years, the growth and development story of India has seen different stages.
From the time of independence to 1991, the time of liberalization in India and then to
the twenty first century, the markets have shown tremendous changes. Today
consumers have got the power and the income to spend on products. Different firms
entered in the market and lost but many succeeded and make their mark. All the
markets starts with nascent stage and later grow to its maturity, same with the wipes
market which is in its nascent stage in India now but the potential is high if explored.

Kara is a brand name of Wet wipes from the house of Grasim Industries, Aditya Birla
Group. Among its different variants, Refreshing facial wipes are the most selling wipes
in the consumer market and is also a potential product for gifting done by various
Corporates.




CHAPTER 1
Introduction

Disposable wipes have evolved into a global business concept generating more than $
6billion in sales a year. Achieving strong double-digit growth year after year, the
category now assumes a major role in the personal care market.

Spanning from make-up removal and deodorant wipes in personal care to floor and
furniture cleaning products in household care, disposable wipes have gradually
expanded to offer a wide range of new applications, replacing the traditional
combination of cloth, cotton and cleaning solution. Changes in trends in the wipes
market have also been driven by new product developments and the positive reception
of new product applications by the consumer.

The global market for wet wipes continues to grow, although it is important to be
cognizant of the challenges that will present great difficulties to many. Those companies
that can combine cutting edge technology with the development of new and innovative
ideas will survive in the long run. The wipes in India are generally made of Viscose and
Spun lace. Birla Cellulose manufactures 98% of the Viscose Staple Fiber in India, so it is
poised to do well against other local players as they would have to purchase VSF from it.

In the last 3 years there has been an explosion in the number and types of wipes
available to the consumer. From baby wipes and facial wipes to disinfecting wipes,
posing as a much better substitute than conventional cloth and liquids. In a fast paced
world, these wipes are designed for convenience, whether that is for your own personal
use or to deal with the unhygienic conditions for your family.

The disposable facial wet wipes market is estimated at Rs 8 crores. Kara holds a
dominant position in market with turnover of Rs. 4.5 crores thus capturing 56% of the
market. However the sector in India is currently fragmented and unorganized. Ginni
filaments (Noida) also hold a strong position in wet wipes market, though their product
cant be matched in terms of quality to Kara.

In the US and Europe, 6 to 10 per cent of the income is spent on disposable products. In
India, it is 0.0001 per cent. Worldwide, wet wipes are a $6-billion category, but in India,
its in a nascent category. It is considered as a lifestyle item and not an essential one, so
it will take a while before full potential is explored.

Consumer awareness about hygiene products increased as a result of increasing
advertising, price reductions and the launch of cheaper variants by manufacturers over
the latter half of the year.

Skin Care wipes also benefited due to the faster pace of life in cities and the rise in the
number of nuclear families and working women, who tend to rely more on disposable
products when working in the kitchen or whilst travelling outside of the home.



The leading market research agency KSA TECHNOPAK conducted a market survey &
discovered that there is a huge untapped potential for wipes in India. According to the
survey the disposable wipes market in India faces stiff competition from cheaper
Chinese imports. The Chinese wipes are not of good quality and can have adverse effects
on skin. However they capture the attention of price sensitive people. But with
increasing consciousness about quality, gradually people will shift to a better product
like Kara.



CHAPTER 2
OBJECTIVE OF THE STUDY
The objective of project was To Identify the Market Potential for Kara Wet Wipes;.
Thus, approaching potential customers in person, introducing our products to them and
reminding them until they give a formal response was our priority task. However, along
with it, a primary research work was also done to supplement the field work.

Context of Study
Free samples were given to people along with a small briefing about the product who
showed good level of interest in Kara. The questionnaire was pre-designed and during
conversation, the questions were disguisedly asked.

Relevance of Study
The research work gives us an idea as to what difficulties Kara is facing in spite of being
a very good quality product. It gives a scope of improvement to rethink on some
marketing aspects like better discount slabs, refining target customers etc. Since the TV
advertisement campaign for Kara is gaining momentum, aggressive selling can be
practiced to offer Kara in major market of Jalandhar and Moga.

Reporting: I reported to Mr. Inderpreet Sodhi, Area Sales Manager who acted as the
delivery head for this particular project.

Achievements/Recognition:
Post the sampling activity, I was assigned to visit retailers along with one salesman to
take orders from retailers keeping Kara and place the product onto new counters for
the increment of sales as well as awareness. I got appreciation from Area Sales Manager
and continuous placement of the product onto new counters.












CHAPTER 3
IMPORTANCE OF THE STUDY

Today the business environments are becoming more & more prone
to rapid change. Today the business problems are very complex and change
has become a part of every business. Its not difficult to be number one in
the market, the difficult is to retain the number one position, once you
again it. Thus preparing for future business risks is a big necessity.

Today innovative science encourage the scientists to create new gadgets to
make the mankind effortless, happy now and for every.
The Wipes industry is very much booming in India. All the companies are
launching their products according the competition. Kara wipes also launch
many products to sustain in the market, like Kara baby wipes & Kara hand
sanitizing wipes.
Another main aim to conduct this study was to understand the retailers
reactions and expectation towards the KARA and to reduce the gap
between the expectations of retailers and in actual.
The study of consumers responses helps firms and organizations improve
their marketing strategies.


SCOPE OF THE STUDY

The scope of study is to understand the problem faced by the company
while increasing the retail outlets. With the help of this project in Jalandhar
and Moga . Cooperative By this study company will get the information
about current competitive position of the Kara wipes in the market.


The whole approach of marketing pivot around the tenet of meeting the
consumer wants. It is essential to understand what the consumer wants,
how he\she perceive the product (service) , what exactly(ideally) does
he\she wants to derive out of the product(service), how does he\she make
the brand choice decision , what are the sources of information influence
processes?




CHAPTER 4
COMPANY PROFILE


A US $40 billion corporation, the Aditya Birla Group is in the League of Fortune
500. It is anchored by an extraordinary force of over 136,000 employees
belonging to 42 different nationalities. 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 organisational leadership in the world conducted by Aon Hewitt, Fortune
Magazine, and RBL (a strategic HR and Leadership Advisory firm).
Over 50 per cent of the Aditya Birla Groups 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.
Aditya Birla Group The Global Scenario
Around the world, we're known for:
A metals powerhouse, among the worlds most cost-efficient aluminium and
copper producers. Hindalco-Novelis is the largest aluminium rolling company. It
is one of the three biggest producers of primary aluminium in Asia with the
largest single location copper smelter
No.1 in viscose staple fibre
No.1 in carbon black
The fourth-largest producer of insulators
The fifth-largest producer of acrylic fibre
Among the top 10 cement producers
Among the best energy-efficient fertiliser plants


The largest Indian MNC with manufacturing operations in the USA
Aditya Birla Group The Indian Scenario
In India, heres what we have accomplished:
The largest fashion (premium branded apparel) and lifestyle player
The second-largest manufacturer and largest exporter of 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 6 BPO companies
The largest manufacturer of linen fabric
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.
Aditya Birla Group Beyond Business
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, Brazil and Egypt, as well as Philippines,
Thailand, Laos, Indonesia, Korea and other Asian countries
In India:
The Aditya Birla Group runs 42 schools across India, providing quality education
to 45,000 children, including 18,000 needy students who receive free education.
Merit scholarships are given to an additional 8,500 children from the interiors.
The 18 hospitals run by the Aditya Birla Group tend to more than a million
villagers.
In line with its commitment to sustainable development, the Aditya Birla Group
has partnered with Columbia University in establishing the Columbia Global
Centres Earth Institute in Mumbai.
The idea of embedding CSR as a way of life in organisations has led to the setting
up of the FICCI Aditya Birla CSR Centre for Excellence, in Delhi.
The Aditya Birla Group transcends the conventional barriers of business
because we believe it is our duty to facilitate inclusive growth.
VISION AND VALUES
Our Vision
To be a premium global conglomerate, with a clear focus on each of the
businesses.
Our Mission
To deliver superior value to our customers, shareholders, employees and society
at large.
Our Values
Integrity : Acting and taking decisions in a manner that is fair and honest.
Following the highest standards of professionalism and being recognised for


doing so. Integrity for us means not only financial and intellectual integrity, but
encompasses all other forms as are generally understood.
Commitment : On the foundation of Integrity, doing all that is needed to deliver
value to all stakeholders. In the process, being accountable for our own actions
and decisions, those of our team and those in the part of the organisation for
which we are responsible.
Passion : An energetic, intuitive zeal that arises from emotional engagement
with the organisation that makes work joyful and inspires each one to give his
or her best. A voluntary, spontaneous and relentless pursuit of goals and
objectives with the highest level of energy and enthusiasm.
Seamlessness : Thinking and working together across functional groups,
hierarchies, businesses and geographies. Leveraging diverse competencies and
perspectives to garner the benefits of synergy while promoting organisational
unity through sharing and collaborative efforts.
Speed : Responding to internal and external customers with a sense of urgency.
Continuously striving to finish before deadlines and choosing the best rhythm to
optimise organisational efficiencies.

OUR LOGO
The name Aditya Birla evokes all that is positive in business and in life. It
exemplifies integrity, quality, performance, perfection and above all, character.
Our logo is the symbolic reflection of these traits. It is the cornerstone of our
corporate identity. It helps us leverage the unique Aditya Birla brand and
endows us with a distinctive visual image.
Depicted in vibrant, earthy colours, it is very arresting and shows the sun rising
over two circles an inner circle symbolising the internal universe of the Aditya
Birla Group with an outer circle symbolising its external universe; and a
dynamic meeting of rays converging and diverging between the two.
Through its wide usage, we create a consistent, impact-oriented Group image.
This undoubtedly enhances our profile among our internal and external
stakeholders.
Our corporate logo thus serves as an umbrella for our Group. It signals the
common values and beliefs that guide our behaviour in all our entrepreneurial
activities. It embeds a sense of pride, unity and belonging in all of our 136,000
colleagues spanning 36 countries and 42 nationalities across the globe. Our logo
is our best calling card that opens the gateway to the world.
Dr. Pragnya Ram as the Chief Custodian of the Aditya Birla Group logo





GRASIM INDUSTRIES LIMITED

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.279
billion and consolidated net profit of Rs.27 billion (FY 2013).
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.
The Aditya Birla Group is the world's largest producer of VSF, commanding a 21 per
cent global share. Grasim, with an aggregate capacity of 370 ktpa has a global share of 9
per cent. It is also the second-largest producer of caustic soda (which is used in the
production of VSF) in India.

As a result of restructuring in FY 2010 and FY 2011, the cement business has been
consolidated with Grasim's subsidiary, UltraTech Cement Limited. UltraTech has a
capacity of 53.90 million tpa and is a leading cement player in India and eighth largest
in the world.
Grasim has a strong presence in fabrics and synthetic yarns in India through its
subsidiary, Grasim Bhiwani Textiles Limited, and is well known for its branded suitings,
Grasim and Graviera, mainly in the polyester-cellulosic branded menswear. Its textile
plants are located at Bhiwani (Haryana) and Malanpur (Madhya Pradesh).

OVERVIEW OF GRASIM'S BUSINESSES
Grasim has its presence in the following businesses:
Viscose staple fibre
Grasim is India's pioneer in viscose staple fibre (VSF). An extremely versatile and easily
blendable fibre, VSF is widely used in apparels, home textiles, dress material, knitted
wear and non-woven applications. Grasim's VSF plants are located at Nagda in Madhya
Pradesh; at Kharach in Gujarat and at Harihar in Karnataka.

Cement
Grasim made its foray into cement production in the mid 1980s. The company set up its
first cement plant at Jawad in Madhya Pradesh and since then it has grown to become a
leading cement player in India. Grasim's subsidiary UltraTech Cement is the largest
selling single brand cement in India and the largest cement clinker exporter. UltraTech's


products include Ordinary Portland Cement, Portland Pozzolana Cement and Portland
Blast Furnace Slag cement. UltraTech is the most trusted and preferred brand of
engineers, builders, contractors and individual house builders.

Chemicals
Grasim set up a rayon grade caustic soda unit at Nagda in 1972 to achieve reliable and
economical supply of rayon grade caustic soda, which is an important raw material in
viscose staple fibre production. As one of the leading caustic soda manufacturers in
India, Grasim uses cost-effective membrane cell technology and is 100 per cent self-
sufficient in power.

Textiles
Grasim, through its subsidiary, Grasim Bhiwani Textiles Limited has a strong presence
in fabrics and synthetic yarns. Grasim Bhiwani Textiles is well known for its branded
suitings, Grasim and Graviera, mainly in the polyester cellulosic branded menswear
segment. It has its textile plants located at Bhiwani in Haryana and at Malanpur in
Madhya Pradesh.

GRASIM INDUSTRIES: VISCOSE STAPLE FIBRE SECTOR
Grasim is Indias leading fibre manufacturer and the global leader in viscose staple fibre
(VSF), a man-made, biodegradable fibre with characteristics akin to cotton. Grasims
VSF plants are located at Nagda in Madhya Pradesh, Kharach in Gujarat and Harihar in
Karnataka, with an aggregate capacity of 333,975 TPA.
Grasims unit at Nagda is its largest unit producing a wide range of VSF to suit customer
requirements in terms of length, denier and colour, and also second- and third-
generation fibres like Modal, Excel and Solvent Spun fibres, respectively. The Nagda unit
is the largest producer of spun-dyed speciality fibre in the world.
The Harihar unit houses a facility for the manufacture of both VSF and rayon grade pulp,
the basic raw material for VSF. The companys rayon grade pulp plant was the first pulp
manufacturer in India to use totally indigenous wood resources with in-house
technology for producing rayon pulp with an innovative oxygen bleaching process to
reduce the use of chlorine.
The VSF plant at Kharach, set up in 1996, employs the most modern technology, giving
it a competitive edge in the export market.
Grasim is also the largest producer of Sodium Sulphate, a by-product of VSF
manufacture. This chemical is widely used in the paper and pulp, detergent, glass and
textile industries.
Grasim has the following overseas joint venture companies:
:: AV Cell and AV Nackawic in Canada
:: Domsj Fabriker AB in Sweden
:: Birla Lao Pulp and Plantation Limited in Laos
:: Birla Jingwei Fibres Company Limited in China




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.
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

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 and development initiatives which in-turn develop the market for man-made
cellulosic fibers.



Companies and units - An integrated outlook
Birla Cellulose is growing by leaps and bounds through both organic and 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





Aditya Birla Group, has launched its new product Kara Skincare Wipes, in 2008.
Kara Skincare wipes is a solution to skin care regime out of home a convenient way to
be at you 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 youre on the go. With a unique formulation of natural ingredients,
these wipes are easy to use anytime, anywhere. Whats more, they are made from
Birla Cellulose, a fiber that is 100% natural and biodegradable.

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


Raw Material Used for KARA
Kara is made of 100% Viscose. Viscose is Purer & Softer and more absorptive than
Cotton. VSF is 100% Natural and 100% Biodegradable. The material is 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. Most 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.
How it works
The science behind this dullness is the formation of unstable molecules called free
radicals when your skin is exposed to elements like pollution, sun, wind, temperature,
and stress during the day. These react with the skin to deplete skin proteins (collagen)
and thus weaken the skin substrate to cause a slow continuous ageing, which one does
not realise till the effects start showing in the form of wrinkles and sagginess. How do
we prevent this? The answer lies in a regular dose of nourishment for your skin that is
rich in antioxidants.

With a new innovative product range of Kara Skincare Wipes rich in natural extracts,
this once incurable problem has found an extremely simple answer. What you could not
do so far through the day is now possible as many times as you want.

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.





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.




Moisturising Wipes


Kara Moisturising 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


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.





Baby wipes


Aditya Birla group announced its foray into the baby care segment in India by launching
BABY WIPES 100 per cent natural and biodegradable baby care wipes in 2009. Product
portfolio 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 Baby wipes (meaning pure
and diminutive) is made from Birla Cellulose, 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.
Baby wipes 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 Baby wipes 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.
Characteristics of 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
.
Hand sanitizeg wipes

hand sanitizing wipes have been shown to clean and sanitize hands more effectively
than rub-in gels. These sanitizing wipes are extra tough on germs, killing 99.9% of
germs. Though there are few companies who manufacture sanitizing wipes, but all of
them are alcohol based. Hand sanitizing is the only sanitizing wipe which is Triclosan
based and as sufficient as alcohol in killing germs. Triclosan is one of the antibacterial
and antifungal and even toothpaste. Grasim Industries outsource Triclosan from
vivimed Labs based in Hyderabad. The wipes contain 0.1% Triclosan which is sufficient
to give required anti bacterial properties.
Rub-in gel sanitizings can not remove stain marks or dirt but sanitizing wipes are very
efficient in cleaning hands. It is gentle on hands, containing moisturizers, aloe vera and
silicones. Clinically tested, our hand sanitizing wipes provide convenient protection
anywhere, anytime when soap and water are not available. It is an excellent product for
anybody seeking hygiene and prevention from infections.



CHAPTER 5
LITERATURE REVIEW

A process by which individuals organize & interpret their sensory impressions in order
to give meaning to their environment.


A wet wipe, also known as a wet nap, wet towel, or a moist towel, is a small
moistened piece of paper or cloth that often comes folded and individually wrapped for
convenience. Wet wipes are used for cleaning purposes, like personal hygiene or
household cleaning.

Wet wipes are produced as air-laid paper where the fibres are carried and formed to the
structure of paper by air. They are moistened with water or other liquids like isopropyl
alcohol depending on the applications. The paper might be treated with softeners,
lotions or added perfume to get the right properties or "feeling". The finished wet wipes
are folded and put in pocket size package or a box dispenser.






CHAPTER 6
RESEARCH DESIGN

Research methodology/ Design mean the procedure used and method applied for
the collection of data used in the completion of the project report. The research design
spell out how you are going to achieve the stated research objectives.
Data collection Method
Specific research instrument.
The sampling plan that you will use for collecting the data.
Sampling units
Sampling size
Selection of sampling units
Sampling media

Type of research

I have done my research survey under exploratory research. It is also termed as
formulate research studies.

Research problem

Research problem is the foundation of any research method. Any research cannot be
a pure research. There are always some limitations. With the research under which a
researcher has to work. My research has also some limitations which are as follows.



1. Some retailers dont give the remarkable answer, so the surveyor has to make his
own assumption
2. Since the survey has been conducted in Jalandhar and Moga, being so big place it
might not give true picture.
3. The time period allotted for the study was limited as it had to be completed with this
stipulated period of time.
4. The number of respondent covered in the study is limited. Although all efforts has
been taken to make this study a representative of total market of Jalandhar and
Moga, the sample size is too small so that data are not reliable. Most of the customer
were busy in their work and saying sorry I dont have time .So it was very difficult
to access information from those people.
5. The respondents were unable to read exact data spontaneously.
It is very difficult to catch the exact word of customers through questionnaire.


RESEARCH OBJECTIVES

The objectives of our research are to:

Challenges faced in brand promotion & product placement of KARA being as new
product in Jalandhar and Moga market.
To understand retailer perception & expectations and behavior towards KARA.
To study the perception of consumers and their behavior towards KARA skincare
wipes sthrough sampling.
To make people aware about KARA skin care wipes.
How Kara is substitute of cosmetics and to make KARA wipes as habit in Indian
market.
Convert consumer towards a healthy solution for Family Health & proper solution
for Refreshment
Guide the consumer towards proper understanding of wipes & Health v/s wipes &
Refreshment.
Finding consumer insight on the understanding of relationship between wipes &
Family Health.




SAMPLE SIZE
Sample size refers to the numbers of respondents you have selected for the
survey.
I have selected 80 shops (including cosmetics, pharmaceuticals and general stores)
from different locations in Jalandhar and Moga.
According to a famous statistician YULE the objective of sampling is to get
maximum information about parent population with minimum effort.

SAMPLING TECHNIQUE
The sample design provides information on the target information and final
sample sizes. Sample design is sometimes used in a clearly defined sense, with reference
to a given frame, as the set of rules or specification for the drawing of a sample.

Type of sampling method

I have chosen non-probability sampling method; I have purposively chosen the
particular units of the universe for constituting a sample. We can also say that this is a
haphazard or convenience sampling.

Data collection
For preparing this project I have used primary data, which was gathered
through market survey in Jalandhar and Moga region using questionnaire.

Since I had to prepare this project on the basis of current market in the Jalandhar
and Moga region. So, I decided to gather the primary data rather taking help from the
secondary data gathered by the researcher in the past. I have visited different retailers


in Jalandhar and Moga region market to gather the information for completing this
project.

I found it easier to approach the consumer by going directly to them at the time when
they are free especially in the lunch hour or in the evening when they are free to spare
their time for us. It was easier for me to convince them to spare their time to respond to
my questions. So I decided to do for market survey using questionnaire.

Data collection tool

I have used Questionnaire, as the research instrument to conduct the market
survey. The questionnaire consisted of a mixture of open and closed questions designed
in such a way that it should gather maximum information possible.
The questionnaire was a combination of 7 questions. If choices are given it is
easier for the respondent to respond from the choices rather they think and reply also it
takes lesser time. Because the keep on responding and one has tick mark the right
choice accordingly.

Sources of secondary data
Company website.
I nternet.




CHAPTER 7
DATA ANALYSIS

Taken the sample of 80 retailers in Jalandhar and Moga market .
It was found that 73 retailers know the wet wipes.
64 retailers were selling wet wipes.
Only 47 retailers are knowing kara wipes.
Only 29 retailers were having kara wipes.
Most of the retail shop selling wipes of esponia(40) , Himalaya(32) &
others (61).
We have added 11 new retailers in kara wipes.
13 retailers were placed orders.
Some retailers (2) having the complain with kara .
7 retailers having complain regarding distributer.

Analysis of Indian wipes market
In the last 3 years there has been an explosion in the number and types of wipes
available to the consumer. From baby wipes and facial wipes to disinfecting wipes for
your countertop and a slew of automotive wipes to keep your 4-wheel baby shiny and
supple. In a fast paced world, these wipes are designed for convenience, whether that is
for your own personal use or to deal with all those thankless jobs around the house and
garage.
Competition Analysis of Kara Wipes
Grasim Industries aims to create a new category of wipes in India . Hence the challenge
is to educate the TG about the usefulness of this product. This task is cut out for Kara
since the TG is already exposed to such 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 " which
clearly communicates the core brand positioning. The brand is being promoted as the
anytime solution to look good. Kara has a good potential to create and own a new
category. The brand already has the first mover advantage. But the category does not


have much entry barriers. It can face stiff competition from cheap imports. But Kara has
the financial backing of Birla group and the investment in building this brand will pave
the way for another successful marketing story.
As the advertisement with Anushka Sharma and Sharman joshi has also started which is
also enhancing the sales of Kara, it will also be able to tackle competition with it. It
clearly tells that Kara wipes are not only for women but are also for men as shown in
the advertisement of Kara wipes.
Competition is also raising in wipes market as the market of wipes is untapped in India.
Many domestic cosmetic as well as non-cosmetic companies such as Johnson & Johnson,
Bilt, Gini and Good Look have enterned into the market with their low price wipes to
capture the market share. Simultaneously, many Chinese wipes are coming to India with
their lower cost and trying to capture market of wipes as in many shops of wholesale
market in Jalandhar and Moga. Low prices along with more wipes are being offered to
wholesalers.

Threat of Substitute
There are many substitute of this product. Some has direct competition of the product
such as cheaper Chinese wipes, wipes of Johnson and Johnson etc. Some are indirect
competitor of Kara such as handkerchief, towel, tissue paper etc.

Bargaining Power of Suppliers
The main raw material used in making wipe is Viscose Staple Fibre (VSF) which is
largely manufactured by the cellulose division of Aditya Birla Group. Aditya Birla Group
sells Viscose Staple Fibre to so many domestic and international companies those use
this VSF in making of wipes and other products. For Kara, there is no bargaining power
of supplier because its own parent company produces the raw material. On the other
hand, for other wet wipes manufacturer, bargaining power of supplier is very high due
to sole supplier of VSF.



Bargaining Power of Customers
Being availability of different variants of wet wipes of different companies such as
Johnson & Johnson, Bilt, Kara, Good Look and different Chinese companies, wipes
market is like buyers market rather than sellers market. Now, customers have wide
range of choice of product and have power to influence the price of the product.

SWOT Analysis of Kara Wet Wipes
Strength
1. Under the flagship of well known brand Aditya Birla Group.
2. Segmentation of specific wipes for specific purpose.
3. Availability in seven variants which is maximum number of variants compare to
its competitors.
4. Alcohol free product.
5. Convenient for customers to use in busy and any situations.
6. Hassle free application of lotion without using cotton balls.
7. Superior Quality.
8. Portable It can be easily carried.
9. 100% Natural, hygienic and Biodegradable product.
10. Dermatological Safe.
11. The product is made up of pure viscose which has a 10 times better absorbing
power than cotton.
12. Best Brand Compactly packaged and pre-moistened Kara skincare wipes give a
hygienic, convenient and effective skincare solution to the consumers on the go.
These wipes are easy to carry and use. They are highly effective with unique
formulations having natural ingredients that nourish the skin. They are alcohol
free and dermatological safe. Kara is made from Birla Cellulose, a fibre that is
100 percent natural and biodegradable.
13. Free promotion.
14. Company has been focusing merchandising of KARA at potential stores of the
city.


Weakness
1. KARA hasnt been spending much on advertisement which leads to low level of
awareness in market.
2. No infrastructure in Jalandhar and Moga obstacle in operation.
3. Retailers have very less margin as compared to other brands.
4. Comparatively high price.
5. Irregular follow-up by the salesman is hindering the sales to go up.


Opportunity

1. Jalandhar is one of the fastest developing city in Punjab. Due to which there is a
lot of potential in Jalandhar as a market for Kara wet wipes.
2. Jalandhar has one of the highest consumer expenditure for cosmetic market.
Standard of living, status symbol & life style have been on rise thus pushing up
such demand. Growing market of skin care products in Jalandhar.
3. Hotels have been on rapid rise in Jalandhar. Demand of wet wipes is high in
hotels.
4. Restaurants can provide KARA wet wipe to their customers for refreshment.
5. Beauty Parlour Opportunity came out for Kara is refreshing wipes and makeup
removal could be used in beauty parlour operations like facial, makeup,
cleansing, body spa, massage etc could add value to customer and in some of
operation they could charge more from customers. KARA can target local
branded beauty parlours.
6. Gyms KARA could be use in GYM for refreshment purpose of customer after
exercise.
7. Travel agency KARA wet wipes is mostly used during travelling so travel
agency can be targeted.
8. People are gradually getting acquainted with the western concept of wet wipes.
9. Huge untapped market.
10. Climate of India is favorable for such products.
11. Growing market of Skincare products in India.



Threats

1. Stiff competition from cheaper Chinese wipes.
2. Very new concept of wet wipes in India.
3. High level of competition from main rivals like Johnson & Johnson, Mystique,
Dove, Fresh Ones.

The Chinese wipes have always gained a lot of popularity and it is very
difficult to remove their mark from the customer mind.




CHAPTER 8
DATA INTERPRETATION

After collection of data, next task of research process is analysis and
interpretation of data. Questionnaire is processed and edited to make sure that all
question are answered. The resulting data should be logical and consistent. After
editing, data are tabulated and analyzed. Data analysis includes the statistical test which
may be editing, coding, tabulation, interpretation. Coding is the assignment of numbers
to the observation so that data can be analyzed, whereas tabulation refers to
classification and cross classification of observed data. The above things are common in
all type of market research project. Statistical tests are applied to certain such research
where data are complex and casual relation is to be established.

Statistical tests are useful to describe the data at hand, test hypothesis and make
predictions or estimates. Descriptive analysis is use to reduce data at hand to a smaller
set of number of summary measure represent information.






INTERPRETATION
Out of 80 retailers 73 knew about wet wipes.




INTERPRETATION
Out of 80 retailers 64 were selling wet wipes.


yes
no
Q1. Do You Know Wet Wipes?
80%
20%
Q2. Are You Selling Wet wipes
yes
no



INTERPRETATION
Out of 80 only 47 retailers were knowing kara wipes.




INTERPRETATION
29 shops having kara, 40 esponia, 32 himalaya, 61 others.

0%
50%
100%
kara himalaya
Q3. Do You Know About Kara Wet
Wipes?
Series1
kara esponia himalaya other
29
40
32
61
Q4. Which Brand Are You Selling?
Series1




INTERPRETATION
Out of 80 stores only 13 are like to place order in kara wet wipes.



INTERPRETATION
Out of 80 retailers 7 having the problem with distributer & 2 having issue with
company.

13
67
yes
no
Q5. Like To Place Order In Kara
wipes?
Series1
78%
22%
Q6. Do You Have Any Issues with Kara
Wipes?
distributer
company



General Electric Nine Cell Matrix


Fig. Relative position of Kara in Wet wipes industry

Kara holds a dominant position in organized wet wipes market evaluated at Rs. 8 crores
of which Kara has a turnover of Rs. 4.5 crores (56%). This share is depicted by the grey
area shaded in circle, whereas, the full circle represents the total market.
Since wet wipes are a new concept, they are at an introductory level. But with the
increasing awareness of hygienic needs, people are showing very positive response.
Therefore it has been placed under high industry attractiveness region. The circle falling
in green region means that the company should invest more and grow its brand to hold
more strong position in the growing industry.




CHAPTER 9
CONCLUSION

New product development (NPD) should start with an insight based on consumer
needs. Throughout the NPD process, market research is a valuable tool for the company
to check viability and minimize the risk of the product launches. Being an international
company, it is essential that it develops new products using the insights of consumers
across markets and cultures. This ensures the products are relevant to a large number
of global consumers and will deliver the maximum return when launched. This
maximizes return on investment for the company and results in happy, satisfied and
loyal wholesalers and consumers.
There is need to popularize kara in new localities because of good standard area.
As per the marketing research its been concluded the following observation:
1. Quality of the wipes is being appreciated by most of the customers.
2. High competition from other brand of wipes such as Himalaya.
3. People are getting more conscious regarding brands, quality, and hygiene.
Consumers especially women, prefer buying the products of brands like Loreal, Dove,
Ponds, Himalaya, etc. because they have been using the other cosmetic items such as
face wash, cold cream, moisturizing cream etc. of these brands and prefer to buy the
wipes of the same brand.




CHAPTER 10
LIMITATIONS

Lack of awareness in the market in traditional business scenario.
Delay in the delivery of the product by distributer.
Disturbance in channel distribution due to credit policies.
Unavailable of latest product in market.
Preference to chines wipes due to low market price.
Delay in the replacement of damage product.
Lack awareness regarding baby wipes & hand sanitizing wipes.
Lack of advertisement strategy in the company.
Tough fight with dominant Johnson & Himalaya in the market.
Unaffordable pack size of baby wipes.
Customer feels that it can be used only while traveling.
Totally a new concept needs to take time to educate people about Kara.
Due to very less advertising of the product by the company, the awareness about
the product has not spread among both retailers and consumers.
It is important to make it clear to the consumers that it is not just another
refreshing wipe but it is the entire skincare range of wipes.
Price factor also raises concern for the retailers due to lesser margin.
Convincing the consumers and retailers is the main issue.




CHAPTER 11
RECOMENDATIONS AND SUGGESTIONS

Make the awareness of the consumer through unique advertising tactics such as
adds like holdings, banners, posters, door to door marketing, sample
distribution.
Monetary reinforcement should be provided on interval (timely) to motivate the
distributer to supply the product on time.
There should be coordination between distribution channel, company should
make the changes in credit policies by extending time duration of payment.
Production department should implement JIT (just in time manufacturing of
product according to demand in the market) strategy so that current
manufactured product can be delivered on time.
Decreasing the production cost by making effective changes in the product
integrants to reduce the all over cost of the product.
Speed up the replacement process damage product, to enhance the future sale of
the product & to maintain good will .
Free sample distribution & door to door technique can be applied on both
retailers & consumers for awareness of the product.
If the company have the enough fund so it should step forward in advertisement
by using mass media.
Merge with social events to gain the attention of the target customers,
Face value should be taken in account while selecting the brand ambassador of
the product.
Small packs like sachet should be introduced so that it can be affordable to the
consumer (eg. 10s, 20s, 40s, in kara baby wipes to fight with Johnson). It
gradually increase the sales of the product.
Using Hand sanitizing in High-end restaurants: Hand sanitizing is a very good
substitute of conventional fingerbowls which are used in restaurants. Expensive
restaurants in 5 star hotels which offer Indian food to its guests, give fingerbowls to
them for cleaning their hands. It could be replaced by Hand sanitizing which offers
better sanitation properties and can help restaurants for environmental audit.



CHAPTER 12
SCOPE FOR FURTHER STUDY

The whole approach of marketing pivot around the tenet of meeting the
consumer wants. It is essential to understand what the consumer wants, how he\she
perceive the product (service) , what exactly(ideally) does he\she wants to derive out of
the product(service), how does he\she make the brand choice decision , what are the
sources of information influence processes?

In order to take the decision further any marketer would constantly monitor such
information an obtain a continuous feed back of the trends in market. As such marketing
research is an effective tool for measuring the consumer aspiration trade channel behavior
competitive action etc. It provides a linkage between the corporate environment and the
marketing organization.

Marketing research thus may be viewed as an important tool used as an aid for the
taking problem in marketing.








CHAPTER 13
BIBLIOGRAPHY

BOOKS REFERRED (AUTHORS NAME):
1. Agrawal D.R. 2005 Business Ltd. India. Statistics Published By Vrinda Publication (P).
2. Kotler Philip, 2007, Marketing Management Published by Pearson Education.
3. Marketing Management, 12
th
edition, Philip Kotler, Kevin Lane Kotler, Published by
Prentice Hall, USA


WEBSITES:

http:// www.google.com
http:// aditay birlagroup.com
http://grasimindustriesltd.com
http:// birlacellulose.com
http:// karawipes.com
http://scribd.com




APPENDIX
Questionnaire for execution among retailers.
Q 1. Do you know wet wipes.
Yes( ) no( )
Q 2. Are you selling wet wipes.
Yes ( ) no( )
Q 3. Are you know kara wipes.
Yes ( ) no( )
Q 4. Like to place order in kara wipes.
Yes ( ) no ( )
Q 5. Which brand of wipes are you selling.
Kara( ) Johnson( ) Himalaya( ) others ( )
Q 6. Do you have any issue with kara wipes.
Company( ) distributer ( )
Q 7. Like to enroll in display contest.
Yes ( ) no ( )