GRASIM INDUSTRIES LTD.(CONSUMER PRODUCT DIVISION)

GRASIM INDUSTRIES LTD.(CONSUMER PRODUCT DIVISION)

REPORT ON SPREADING CONSUMER AWARENESS ON HYGIENE WITH RESPECT TO KARAWIPES

Bipasha Niyogi Institute ---Balaji Institute Of International Business(Pune) Roll No.-1109104

AcknowledgementN

o task can be handled singly. Hence the project work that I have done for 2 months is no exception. This project work is a great learning experience for me. I would like to express my gratitude towards all the people who guided me throughout the project and helped me in gaining knowledge and successful completion.I express my gratitude to my industry mentor Mr. DivyankarGoel, Assistant General Manager ,Grasim Industries & Birla Cellulose, for his support and cooperation throughout my project.Im thankful to my direct managersMrTajoor Ahmed Yazdani, sales officer MT, Consumer Product Division and Naval Kishore Thakur Area manager (Delhi & Haryana), whose constant help, support and cooperation this project would not have been completed successfully.Im also thankful to MrKabirAziz , Team Leader ,consumer product division who also helped me in carrying out the project.Last But not the least im thankful to the organization for giving me a chance to enter the corporate environment and work .

TABLE OFCONTENT

Chapter1 :introduction 3-8i. Company Profileii. Product ProfileChapter2: purpose of study 9 i.Objective Of Study

Chapter 3: research methodology 10-20i. Data Analysis

Chapter 4: summary of the study 20-21I. Limitations

Chapter 5: executive summary 22-23

Chapter 6: recommendation 24

Bibliography 25Annexture 26-29

CHAPTER -1

INTRODUCTIONThe report deals with the understanding of perception of consumer towards Kara skincare wipes. The report involves a detailed study of market value of Kara skin care wipes. The report involve analysis of 100 people feedback in order to determine their right strategy for spreading awareness about hygiene with respect to using Kara wipes. The report also involves the detail study on market activities of Kara . Findings and recommendation over Kara skincare wipes which are observed through market research.

COMPANY PROFILEAdityaBirla Group

TheAditya Birla Groupis an Indianmultinationalconglomeratecorporation headquartered inMumbai, India.It operates in 33 countries with more than 133,000 employees worldwide.The group has diversified business interests and is dominant player in all the sectors in which it operates such as viscose staple fibre, metals, cement, viscose filament yarn, branded apparel, carbon black, chemicals, fertilisers, insulators, financial services, telecom, BPO and IT services.The Aditya Birla group is a US$ 40billion conglomerate which gets 60% of its revenues from outside India.

OrganizationAditya Birla is organized into various subsidiaries that operate across different sectors. Among these areviscosestaple fibre,non-ferrousmetals,cement, viscosefilament yarn, branded apparel, carbon black,chemicals,Retail(under the 'More' brand of supermarkets),fertilizers,chemicals,insulators,financial services,telecom,BPOandITservices. The Group consists of five main companies, which operate in various industry sectors through subsidiaries, joint ventures, etc. These areHindalco,Grasim,Aditya Birla Nuvo,Idea cellularandUltraTech Cement

Operating countriesThe Group operates in 33 countries Australia, Austria, Bahrain, Bangladesh, Brazil, Canada, China, Egypt, France, Germany, Hungary, India, Indonesia, Italy, Japan, Korea, Laos, Luxembourg, Malaysia, Myanmar, Philippines, Poland, Singapore, Spain, Sri Lanka, Sweden, Switzerland, Tanzania, Thailand, UAE, UK, USA and Vietnam.

GRASIMINDUSTRIES

Grasim Industries Limited was incorporated in 1948; Grasim is the largest exporter of Viscose Rayon Fiber in the country, with exports to over 50 countries. This, along withAditya Birla Nuvocan be considered as companies of the AV Birla Group. Grasim is headquartered inNagda,Madhya Pradesh and also has a huge plant at Kharach (Kosamba, Gujarat, India)

CONSUMER PRODUCTDISVISION

Grasim Industries , and Adiya Birla Group Enterprise has started its ConsumerProduct Division with various personal care and home care dry and wet wipes products. This marks the companys foray into the Indian FMCG market . The Indian FMCG Market is of US$13.1 billion and is the fourth largest sector in the economy .FMCG sector is expected to grow by over 60% by by 2015. In 2008 the company launched Kara skin care wipes and rim Home Care wipes .Kara skincare wpes is positioned as an essential skincare accessory. In 2009 entered the baby care segment with the launch of puretta.

DIFFERENT BRANDS

PRODUCT PROFILE

Aditya Birla Group, launched its new product Kara Skincare Wipes in 2008.Kara Skincare wipes is a solution to skincare regime out of hpome- a convenient way to be at your best always. They are made from Birla Cellulose, a fibre that is 100% natural and biodegradable.Kara Skincare wipes are:ConvenientHassle free application of lotion without using cotton balls.PortableOptimized Efficacy100% Natural and biodegradable HygenicAlcohol freeDermatologically Safe Assurance of The Aditya Birla GroupIn India, the market for wet wipes was gradually picking up with changing lifestyles and the fast pace of life among the young and upwardly mobile population with higher disposable income.Kara skincare wipes fill up the lacuna in this segment as there is lack of availability of quality products at appropriate price in the Indian market.Kara Skincare wipes is a new product to hit the Indian market. The is now running heavy print campaign announcing the launch.Kara Skincare wipes can be called as Indias first branded skincare wipe product.Skincare wipes are popular in the west but in India the category is a new one.Although Indian consumers are familiar with the products which are imported, its the first time that Indian company enter thish segment Kara means care. The brand also marks Aditya Birla Group foray into the Indian FMCG market.

VARIENTS OF KARA WIPESREFRESHING FACIAL WIPES:Kara Refreshing wipe is 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 fragnance.DEEP PORE CLEANSING WIPES:Kara Deep Pore Cleansing is a gentle, effective way to clean your skin of dirt,grime and excess oil. Enriched with Jojoba and Avocado extracts, it unclogs pores,detoxifies and thoroughly exfoliates dead skin cells.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 extracts that tighten the skin and maintain the normal ph balance.SUNSCREEN WIPES:Kara Sunscreen wipes has a formulation of SPF 20 * which protects the skin from the adverse effects of UVA and UVB sunrays.It is enriched with antioxidants like Plum extracts and vitamin E that nourish the skin and aloe vera that keeps the skin moisturized.Chapter-2

PURPOSE OF THE STUDYThe main purpose of study the perception of consumer about the brand, how they select the brand. To make people aware of Kara wipes that it can be used as a substitute for cosmetics.Challenges faced by KARA Wipes from other brands and specially the Chinese wipes.

OBJECTIVE OF THE STUDYSpreading consumer awareness about hygiene with respect to using kara wipes.

Chapter-3RESEARCH METHODOLOGY

INTRODUCTION:The research applied in this project is a descriptive research. The objective of the research is Spreading consumer awareness about hygiene with respect to using kara wipes. The research was completed with the help of both secondary and primary data.

SECONDARY DATASecondary data was collected from various internet sites, articles and various informations from organization.HYPOTHESISHo:Kara wipes is a hygienic way to clean the face .ORH1: Kara wipes is not a hygienic way to clean the face.

PRIMARY DATA:Primary Data was collected from structured questionnaire, personal interview from consumers to study the behavior and perception of various customers.Sample designSample Size: 150Target population: North delhi. Various customers visiting stores like Big Bazar, Store 99, 24/7.Statistical Techniqueused: SPSSData Collection:1.Questionnaire preparation.2.Field interview by visiting stores.

DATA ANALYSIS:INTERPRETATION1.Do you know about facial wet wipes?

a.Yesb. No

(if no then terminate the further proceedings)

Out of 150 ,117 people know about wet wipes and only 33 doesnt know about wet wipes .This shows that there much awareness about wipes. Companies are promoting their products in good way to reach the consumers.

2. Do you use wet wipes?a.Yes b. No

Out of 117 , 79 people use wet wipes and 38 people dont.large no. of people are have started accepting the new trend and are well aware of it.

3.Which brand of facial wipes you use?

a.)Freshone B)Dove C). Jhonson&Jhonson D).loreal E). OTHERF).Kara

From the graph it is clear that maximum acceptability is for kara,butit is seen that others or the chenese wipes are the the largest competitor for kara, because of its less price and quantity.

4. For what purpose you use facial wipes?

a)Cleaning skinb) Moisturizingc) For fragranced) Removing make upe) As sunscreenf) Toning g) Refreshing h) As a substitute for hankerchief

Here maximum people use wipes for refreshing ,cleaning and substantial number people as handkerchief. This tells that people instead of using water as a refreshing agent or some other thing are using wipes.Cleaning is also one important usage which shows that standard of living is changing with time.

5. Rate the factors which makes you buy wipes?

(1.extremly important 7 -Not important at all)

a) Hygieneb) Freshnessc) Easily to keepd) Easy availabilitye) Fragnancef) Influence due to advertisement.

This shows that that important factors which makes people buy wipes are freshness,easy availability, easy to keep . But hygiene has been giver vey less rating as the most unimportant factor, which is actually the main factor for which the concept of wipe in en introduced and which is also one of the main aim of KARA , to make people aware of the hygienic cleaning of face apart from aother factors. This tell that though people are using wipes but are uaware of the hygiene factor related to its usage.

6. Do you know or heard about KARA facial wipes?(those who dont use kara)yes No

(If NO then terminate.otherwiseproceed )Here mainly those respondants are targeted who use wipe but not KARA to see check wheather consistency of kara customers are diverting to other brands. Out of 44 who use someother brand , 24 have heard about kara. And 20 dnt know kara , which is a good number. So this also tells that company need to advertise more.

7. Where you have heard or seen KARA wipes advertisement the most? a) Magazine d)Hoardings b)Newspaper e) No where c) Television

This shows that out of 79 wet wipes user maximum users have not seen kara wipes advertisement tis shows that company needs to improve its promotion so that more no. of customer use kara. Without awareness no product can enter the market or et successful.8)Have you ever used kara wipes?(Those who dont use BUT know about kara wipes)Yes No(if no /yes then go to q 15)

Here those respondants are addressed who knows and also used kara but recently they use some other brand. So to know the factors for which they shifted to other brand or dont use kara are told to answer q15.This is important so that more no. of customer dont shift their brand which will not be good for the company. 9. Where do you buy/bought KARA wipes?

Store 99Food Bazaar24/7Apollo PharmacySparSpencer

This was to check the demand for kara.10. Advertisements shown mainly focuses on hygiene. a. Strongly agree b. Agree c. Disagree d. Strongly disagree.

This question was mainly asked to see whether pople are aware or accept the fact that Kara wipes are hygienic and skin friendly .Also companys main moto was spreading awareness about hygiene with respect to kara. Also karas advertisement focud on DIRTY HABBIT. Here its seen that most people disagree the fact that advertisement doesnt focus on hygiene.11. What factors influence you to buy KARA wipes? Rate them(1- most influencing 5- least influencing) a) Famous brandb)Hygiene.c)packagingd)pricee)quantityf)qualityg)variety

Here maximum respondants have rated 1.to quantity but 4 rating is given to hygiene. This tells that people are not aware of the hygiene factor but they are influenced by other factors.

12. kara wipes is the best way to replace handkerchief .a) Strongly agreeb) Agree C) Disagree d) Strongly disagree

Here only 8 people accept the fact but 12 people disagrees , which also indicates that it is not only about awareness but its about changing the consumer behavior.

13.Give your opinion regarding importance of the attributes required for maintaining hygeine with respect to kara wipes.

AttributesVery importantImportantNot important

Special packaging

Sanitizer

To maximum people for hygiene special packaging is important not sanitizer.Hence company should take care of the packaging.

14. Karas packaging keeps the wipes fresh and hygienic.Give your opinion.

a. Agree b. Strongly Agree c. Strongly Disagree

For this many has maximum people do not favourkaras packaging ,which can keep the wipes fresh and hygienic.

15.What factors made you not to buy KARA wipes.rate them.(1.important 2.Unimportant)

a. Non Availabilityb. Not Satisfiedc. Not hygienicd. Costlye. Other reasons

Here those respondants query is addressed who knows about kara but dnt use it and also those who changed from kara to other band.From the analysis it is seen that maximum people gave not hygienic and bad packaging as the important factors which made them to shift the brand.

Chapter-4

SUMMARY OF THE STUDY

According to the field survey , most people are aware of wet wipes even many have started using wet wipes. Awareness of wet wipes is good in the reagion.

KARA has good response but many are still there who use wipes but mainly the chinese one, due to its less price compared to kara.

KARAs main objective is awareness about hygiene which according to the study is not so much successful . People mainly use kara for quality, cleaning and fragnance, which is not permanent. This is so because with time different companies mainly the chinese one will enter india and people can shift their brand. Kara which is biodegradable and made of viscose which very safe for skin and hygienic , these factors are still far from people.

Also the advertisement which is shown has focused on removing dirty habbits but also it has got the message of not using handkerchief but after survey it was found that people do not receive this message.

As a product kara dont have any complain but , maximum people complains on packaging .According to them packaging is not good for keeping the wipes fresh and hygienic.

LimitationsUnawareness of kara as hygienic way of cleaning skin.Few people got qualified for interview.Product campaigning is less.Lack of aggressive advertisement.

Chapter-5

EXECUTIVE SUMMARY

NAME OF ORGANISATION- GRASIM INDUSTRIES(ADITYA BIRLA)

DIVISION- CONSUMER PRODUCT DIVISION.

PRODUCT - KARA WET WIPES

REGION GIVEN- NORTH DELHSTORES VISITED FOR RESEARCH- 24/7,STORE99, FOOD BAZAAR,SPAR Hypermall.

WORK DONE SURVEY TOFIND OUT THE AWARENESS OF HYGIENE WITH RESPECT TO KARA.(OBJECTIVE)

SAMPLE SIZE - 150

HYPOTHESIS- H0=KARA ACCEPTED AS A HYGIENIC PRODUCT H1=KARA NOT ACCEPTED AS A HYGIENIC PRODUCT

STUDY IN BRIEF- Out of 150 espondant 78% people knows about wet wipes and 22% doesnt know about wet wipes68% out 117 use wet wipes. And only 35% use KARA wet wipes and 21% chinese wipes.

Maximum respondants use wipes for cleaning and refreshing purpose,and influencing factors for wichrespondants buy wipe are freshness,easilyavailability,easy to keep,fragnance. But very less for hygiene.Hygiene factor is also rated most unimportant.Out of 44 respondant who use other wet wipes ,55% knows about kara and 45% dont about kara wipes.

Out of 79 people,78% of respondant have not seen kara advertisement anywhere, only 13% have seen in television,9% in hoarding.

Out of 24 respondant who have heard about kara 54% have used earlier and 46% have not used karaearlier .

Out of 35 kara users 64% respondants disagree with the fact that advertisement of kara focuses on hygiene.

Maximum kara users buy kara for quality and variety not because of hygiene factor, which is not good for future.

Around 63% of respondants disagree with fact that kara wipes can replace handkerchief which tell about consumer behavior.Only 52% think kara can replace handkerchief.

According to karausers ,for maintaining hygiene special packaging should be made ,this also tells that company should take note of packaging for promoting it as a hygienic product

Chapter-6

Recommendation

.Company should take note of the packaging because most complains of the respondants relate to packaging.

Also to maintain hygiene packaging should be changed because with regular use the adhesive used gets dried and the wipes gets dry.

Also to make people aware of hygiene company should do promotion heavily. So that more people gets aware of cleaning in a hygienic way.

Every advertisement, hoardings in malls or in television should focus on hygiene and quality.

Company should do promotional activities to address more people and make them aware of the product and its benefits.

BIBLIOGRAPHY:Books Reffered:1.PhillipKotlar2.Websitesa.www.wikipedia.comb.www.google.comc. www.adityabirla.comd.www.grasim.com3.Companys Corporate Presentation

ANNEXTURE

QUESTIONNAIRE

NAME: GENDER:AGE: OCCUPATION:ADDRESS: CONTACT NO.-----------------------------------------------------------------------------------------------------------------------------------------1.Do you know about facial wet wipes?

Yes No

(if no then terminate the further proceedings)

2. Do you use wet wipes?

Yes No

3.Which brand of facial wipes you use?

a.)Freshone B)Dove C). Jhonson&Jhonson D).loreal E). MistiqueF).Kara

4. For what purpose you use facial wipes?

a)Cleaning skinb) Moisturizing c) For fragrance d) Removing make upe) As sunscreenf) Tonning g) Refreshing h) As a substitute for hankerchief

5. Rate the factors which makes you buy wipes?

(1. extremly important 7 -Not important at all)

g) Hygieneh) Freshnessi) Easily to keepj) Easy availabilityk) Fragnancel) Influence due to advertisementsm) Somebody referred to use

6. Do you know or heard about KARA facial wipes?(those who dont use kara)

Yes No(If NO then terminate.otherwise proceed)

7. Where you have heard or seen KARA wipes advertisement the most? Rate them(1- mostly seen 5- Not seen ) a) Magazineb)Newspaper c) Televisiond)Hoardingse) No where8)Have you ever used kara wipes?(Those who dont use BUT know about kara wipes )Yes No(if no /used then go to q 15)9. Where do you buy/bought KARA wipes?

a. Store 99b. Food Bazaarc. 24/7d. Apollo Pharmacye. Sparf. Spencer

10. Advertisements shown mainly focuses on hygiene. a. Strongly agree b. Agree c. Disagree d. Strongly disagree.

11. What factors influence you to buy KARA wipes? Rate them(1- most influencing 5- least influencing) a) famous brandb)Hygiene.c)packagingd)pricee)quantityf)quality g) variety

12. kara wipes is the best way to replace handkerchief for several times.b) Strongly agreeb) Agree c) Neutrald) Disagree e) Strongly disagree

13.Give your opinion regarding importance of the attributes with respect to kara wipes.

AttributesVery importantImportantNot important

Special packaging

Sanitizer

14. Karas packaging keeps it fresh and hygienic.Give your opinion.

b. Agree b. Strongly Agree c. Disagree

15.What factors made you not to buy KARA wipes.rate them.(1.important 2.Unimportant)f. Non Availabilityg. Not Satisfiedh. Not hygienici. Costlyj. Other reasons

. Recommendations if any.

THANK YOU

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