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RETAILER PERCEPTION OF KARAWIPES
2013
INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
“To K now about Retailer perception Of Kara
Wipes in AGRA”
Summer Training Project Report submitted in
partial fulfillment of the requirements for the
Diploma of
Post Graduate Diploma in Management
At
INSTITUTE OF TECHNOLOGY AND
SCIENCE,GHAZIABAD
UNDER THE GUIDENCE OF
Dr.Pankajkumar
By:
Shubham Agrawal
(2012-2014)
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RETAILER PERCEPTION OF KARAWIPES
2013
INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
Abstract
The purpose of my study was to “to know about consumer and retailers
perception”that can be used in promoting and maximizing the sales of
Kara in major markets of Agra. As any study is incomplete without the
interaction with its main stakeholdersinteracted with many commuters
of different cosmetics, general stores and medical stores covering
various major markets of Agra such as Sadar Bazaar, Sahaganj, Raja Ki
Mandi,SanjayPalace,Dayalbagh,LoharGali,Phuwara,etc.
Further interaction was with the second most important stakeholder
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 Agra to increase the awareness of Kara because the concepts of using wet facial wipes is very new in India
unlike other western countries where people spend their major portion
salary in disposable products.
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RETAILER PERCEPTION OF KARAWIPES
2013
INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
Executive Summary
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 BirlaGroup. Among its different variants, Refreshing facial wipes
are the most selling wipes inthe consumer market.
My project title was “To know about retailer perception in Agra market”
in Grasim Industries, Aditya Birla Group. Objective of the project was to
find out the ways to promote Kara and create new potential areas for the
product. It also involves the work to find out the measures to keep the
product ahead of its competitors such Johnson & Johnson, Bilt, Good
Look, Freshia, Mistique and last but the least the Chinese wipes
products.
In my later stage of training, I was assigned to understand the
operations of the company by visiting almost all markets in Agra. For the
purpose, I visited more than 50 shops and took orders from retailers of
the company and was also responsible in placing the product onto new
stores by convincing the retailers to keep the product.
Without collection of statistical data and its analysis any project is
incomplete, thus, I surveyed 30people by way of questionnaire and
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RETAILER PERCEPTION OF KARAWIPES
2013
INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
collected some secondary data from internet to understand and analyze
the exact situation of the market. Analysis part has been done through
interviews and surveys with the people visiting the retail stores in
different major markets and malls of Agra.
Result showed that the concept of using wet facial wipe is not as new as
it was a couple of years ago in the Indian market and now people are
partially aware of it. Middle class people can be targeted and educated
about this new concept through extensive promotional activities. One of
the finding was that people consider wet wipes as an extravagant article
rather than essential product which is positioned by the company and
do not want to spend a lot on such a product.
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RETAILER PERCEPTION OF KARAWIPES
2013
INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
Acknowledgement
The training program was designed in such a way that it provided a fulllearning opportunity throughout the training program. I would like to
express my gratitude towards all the people who guided me throughout
the program and their direct or indirect help was priceless for me,
without their guidance and support this project would not have been
completed successfully.
I express my sincere gratitude to Mr. DivyankarGoel, Regional Sales
Manager, North Division, Grasim Industries & Birla Cellulose, for his
belief in me and giving a chance to do market research for the company.
It has been an honor to do my summer training under Mr. NitinSethi,
Area Sales Manager, North Division, Grasim Industries & Birla Cellulose,
a composed and talented person who not only guided but also
supported and rectified me where I was going wrong. Therefore, I would
specially thank Mr. NitinSethifor his continuous guidance and
assistance throughout the training.
There was a great learning from my team at Grasim Industries, who not
only behave in a co-operative manner but also provide constant help in
the completion of the project, thus, I thank to my each team member in
the training program.
Last but surely not the least, I am very much thankful to my faculty
guide, Prof. Pankaj Kumar, core faculty at Institute of technology and
science ,Ghaziabad for her continuous guidance and support from the
proceeding of the project to its completion. I can not think of the
accomplishment of the project without her assistance and guidance.
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RETAILER PERCEPTION OF KARAWIPES
2013
INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
TABLE OF CONTENTS
Page No.
CHAPTER - 1
………………………………………………………………………………………………………
INTRODUCTION
……………………………………………………………………………………………5
SCOPE OF THE STUDY
…………………………………………………………………………………..6
PURPOSE OF THE
STUDY……………………………………………………………………………6
CONTEXT OF THE
STUDY…………………………………………………………………………6
RELEVANCE OF THE
STUDY………………………………………………………………………….6
CHAPTER - 2
……………………………………………………………………………………………………...6
SUMMER INTERNSHIP PROFILE
…………………………………………...…………………….....7
RESEARCH AND
DEVELOPMENT……………………………………………………………………9
SOURCE OF COMPETITIVE
ADVANTAGE………………………………......….………………….9
ATTRIBUTE BIRLA
CELLULOSE…...…………………………………………….………………10,11
PRODUCT OF BIRLA
CELLULOSE…………….………….………….………………...………………….12
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RETAILER PERCEPTION OF KARAWIPES
2013
INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
MANIFACTURING FACILITY KARA WIPES
…………….…………..….……...……………………..15
VARIANT OF
KARA……………………………………………………………………………………………16
COMPETITOR………………………………………………………………………………………
……………19
MICHAEL PORTER’S FIVE FORCES MODEL
………………………………………...………....20
SWOT ANALYSIS
………………………………………………………………………………………….21
CHAPTER – 3
………………………………………………………………………………………….…………
RESEARCH METHODOLOGY…………………………………………………………….…………..22
CHAPTER – 4
……………………………………………………………………………………….……………
DATA ANALYSIS
………………………………………………………………………….………
………29
CHAPTER – 5
…………………………………………………………………………………….………………
RECOMMENDATIONS AND SUGGESTIONS
…………………………………….……………35
CHAPTER – 6
……………………………………………………………………………………….………..…
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RETAILER PERCEPTION OF KARAWIPES
2013
INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
CONCLUSION
…………………………………………………………………………….……………….40
CHAPTER – 7
……………………………………………………………………………………….…………...
ANNEXURE
………………………………………………………………………………………………...42
BIBLIOGRAPHY
…………………………………………………………………………………………..43
MY LEARNING FROM SUMMER INTERNSHIP
…..…………………………………………..45
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RETAILER PERCEPTION OF KARAWIPES
2013
INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
CHAPTER-1
INTRODUCTION
Aditya Birla Group is India's first truly multinational corporation.
Global in vision, rooted in values, the Group is driven by a
performance ethic pegged on value creation for its multiple
stakeholders. The group has an annual turnover of US$ 24 billion,
market capitalization of US$ 23 billion, and has over 100,000
employees belonging to over 25 different nationalities on its
rolls. 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, fertilizers, insulators,
financial, service, telecom, BPO and IT services.
Its subsidiary company Grasim is the largest exporter of Viscose
Rayon Fiber in the country, with exports to over 50 countries.
Grasim Industries is mainly focusing on increasing more
awareness about its newly launched Kara wet wipes. Being a new
concept in India, it is very difficult for the company to divert
Indian customers to substitute traditional handkerchief by Kara
wet wipes. They are position the same through their continuous
and effective marketing communication. They have an edge over
their competitors because of its backward integration and the
raw material for Kara wet wipes is being provided from Birla
cellulose division.
I sampled in different markets of Agra to create awareness about
the product and give the commuters opportunity to use Kara wet
wipes free of cost for the first time approach. A field work has
also been done to know the response of the customers towards
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RETAILER PERCEPTION OF KARAWIPES
2013
INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
the brand of company, brand of the competitors, their perception
about using wet wipes etc. through a formal questionnaire.
I was fortunate enough to get this opportunity to work with such
a multinational incorporation. As the group quotes its tageline,
“Taking India to the world”, it provided a lot of learning
experiences those will surely help in long run in my
transformation towards corporate world.
Scope of the study
The data collected gives the clear picture of the product in the markets
of Agra, the study of this research, 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
worthwhile for the brand as well as the company. And conclude on what
should be the most favored deal.
The main purpose to conduct this marketing research is to find out the
perception of the consumer towards the new concept of the skin carewet wipes whether they are not hesitant to accept this new concept of
the wet wipes or they still believes in the traditional method of using the
formulized based products. And even to study how much awareness of
this product is there in the market and the brand image of it.
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.
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RETAILER PERCEPTION OF KARAWIPES
2013
INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
Purpose of the study
The objective of project was “To take measures for maximizing salesopportunities and promote Kara in Agra market. Thus, approaching to
general public and 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 theproduct 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 Agra.
Reporting: I reported to Mr. NitinSethi, 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 for high worth of
order in a day and continuous placement of the product onto new
counters.
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RETAILER PERCEPTION OF KARAWIPES
2013
INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
Chapter-2
Detailed Introduction of about the
Topic
Summer Internship Profile
1)General Trade Management
In this profile, all the small retail shops are focused where I had to see if
Kara is already available with them, are the retailers happy about the
response of the product, sufficient inventory levels are maintained etc.
Also there were many retail shops which didn’t have any wet wipes and
were apprehensive about keeping the product. I had to market the
product to such retailers and clarify any doubts which retailer has about
the product.
2) Marketing Research
This profile is a pure marketing research based where I have to ask
respondents to fill up a pre-designed questionnaire thus fulfilling the
given objective. I chose places like malls and major markets where I had
to intercept respondents and request them to take part in the research.
Sample size was 30 which includes both offline.
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RETAILER PERCEPTION OF KARAWIPES
2013
INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
Grasim Industries Limited, a flagship company of the Aditya Birla Group,
ranks among India's largest private sector companies, with consolidated
net revenue of Rs.202 billion and a consolidated net profit (before
extraordinary items) of Rs.27.6 billion (FY2010).
Starting as a textiles manufacturer in 1948, today Grasim's businesses
comprise viscose staple fibre (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
world’s 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.Grasim
is the largest exporter of Viscose Rayon Fiber in the country, with
exports to over 50 countries. This, along with Aditya Birla Nuvo can be
considered as the flagship companies of the AV Birla Group.
Grasim is India's pioneer in Viscose Staple Fibre (VSF), a man-made,
biodegradable fibre with characteristics akin to cotton. As an extremely
versatile and easily blendablefibre, 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, Kharach in
Gujarat and Harihar in Karnataka, with an aggregate capacity of 333,975
tpa.
Nagda
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. Nagda is also the largest producer of spun-dyed specialty
fibre in the world.
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RETAILER PERCEPTION OF KARAWIPES
2013
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Harihar
TheHarihar unit houses facility for manufacture of both VSF and rayon
grade pulp, the basic raw material for VSF. The company's Rayon Grade
plant was the first 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.
Kharach
The VSF plant at Kharach, set up in 1996, employs the most modern
technology giving it a competitive edge in the export market.
Diversified Businesses
Aditya Birla is organized into various subsidiaries that operate across
different sectors. Among these are viscose staple fibre, non-ferrous
metals, cement, viscose filament yarn, branded apparel, carbon black,
chemicals, Modern retail(under the 'More' brand of Supermarkets, and
also under the Trinethra, and Fabmall brands until recently), fertilizers,
sponge iron, insulators, financial services, telecom, BPO and IT services.
The Group consists of four main companies, which operate in various
industry sectors through subsidiaries, joint ventures etc. These are
Hindalco, Grasim, Aditya Birla Nuvo, and UltraTech Cement.
Non Ferrous Metals
The groups non-ferrous metals are under Hindalco. It is a dominant
player in aluminum and copper. Its manufacturing locations are
primarily in India, and it owns mines in Australia. On February 11, 2007,
the company entered into an agreement to acquire the Canadian
company Novelis for U$6 billion, making the combined entity the
world's largest rolled-aluminium producer. On May 15, 2007, the
acquisition was completed with Novelis shareholders receiving $44.93
per outstanding share of common stock.
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RETAILER PERCEPTION OF KARAWIPES
2013
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Hindalco has also recently acquired Alcan's stake in the Utkal Alumina
Project Joint venture in Orissa,India. Hindalco is a Fortune500 company,
it makes alumina chemicals, primary aluminum, rolled products, alloy
wheels, roofing sheets, wire rods, Cast copper rods, copper cathodes and
several other products. But the project has faced massive protests from
locals. On 16 Dec 2001 three tribal people were shot dead because they
were opposed to the project.
Cement
The Group has two subsidiary companies in cement sector named as
Grasim and UltraTech cement. Together the two companies under the
group account for a substantial share of the cement market in India.
UltraTech cement comprises the erstwhile cement business of L&T
which was acquired by the group. UltraTech announced an increase in
sales by 18% and Profit after Tax by 42% for the quarter ending March
31, 2012.
Carbon Black
The Group is the fourth largest manufacturer of Carbon Black
worldwide. It operates out of facilities in Egypt, Thailand, India and
China.It is a major supplier to several major automobile tyre
manufacturers worldwide.
Textile Business
The Aditya Birla Group is the world's largest player in the Viscose Staple
Fiber industry. It operates out of India also such as in Laos, Thailand,
Malaysia and China. It owns the Birla Cellulose brand. Apart from
viscose staple fiber, the group also owns acrylic fiber businesses in
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2013
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Egypt and Thailand, viscose filament yarn businesses and spinning mills
at several locations all over India and South East Asia.
The group has pulp and plantation interests in Canada and has recently
invested in plantations in Laos the Aditya Birla group is also a major
player in the branded garments market in India. Its subsidiary, Madura
Garments, is a major producer of textile fabric as well as the brand
licensee of Louis Phillip, Van Heusen and Allen Solly in India. It operates
company owned retail outlets in several cities in India and now planning
to go to Pakistan as well.
Telecom Services
Aditya Birla Group holds a 98.3% stake in Idea Cellular, a leading
telecom operator in India. Idea Cellular started off as a joint venture
with the group, AT&T and the Tata Group. However the stakes of theremaining partners was eventually acquired by the group. After an
Initial Public Offering on the Indian Stock Markets, Idea Cellular now
accounts for a third of the group's market capitalization.
Other Business
Apart from the above businesses, the group is a major player in sectors
like Insulators, Fertilizers, IT (It owns PSI Data Systems Limited -
http://www.psidata.com), ITeS (It owns Trans-works and recently
acquired the Canadian BPO Firm Minacs), Chemicals, Mining, Sponge
Iron, Financial Services (A joint venture with Sunlife) and more recently,
Retail.
Beyond Business
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Transcending business for over 50 years now, the Group has been and
continues to be involved in meaningful welfare-driven initiatives that
distinctly impact the quality of life of the weaker sections of society in
India, South-East Asia and Egypt.
In India, the Group's social projects span 3,000 villages. It reaches out to
seven million people annually through the Aditya Birla Centre for
Community Initiatives and Rural Development, spearheaded by Mrs.
Rajashree Birla. Its focus is healthcare, education, sustainable livelihood,
infrastructure and espousing social causes.
The Group runs 42 schools, which provide quality education to over
45,000 children in India's interiors. Of these, over 18,000 children
receive free education. An additional 8,000 students receive merit
scholarships. Likewise at its 18 hospitals in India, more than a million
patients are given extremely subsidised medical care. To embed
corporate social responsibility as a way of life in organisations, the
Group has set up the FICCI – Aditya Birla CSR Centre for Excellence, in
Delhi.
The Group transcends the conventional barriers of business and reaches
out to the marginalised because of its conviction of bringing in a more
equitable society and send out a message that "We care”.
MAJOR COMPANIES
The major companies of the Groupare among India's leading corporate.
These include:
Grasim:Viscose staple fibre, rayon grade pulp, cement, chemicals,
textiles
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UltraTech Cement Ltd:Ordinary Portland cement, Portland blast
furnace slag cement, Portland pozzolana cement and grey
Portland cement
Samruddhi Cement : Cement
Hindalco: Aluminum, copper
Aditya Birla Nuvo: Garments, viscose filament yarn, carbon
black, textiles, insulators
Idea Cellular Ltd.: Telecom
Birla Sun Life Insurance Co.Ltd.: Life insurance
Birla Sun Life Asset Management Company Ltd.:Mutual fund
Aditya Birla Money Mart Limited: Mutual fund distribution
Aditya Birla Capital Advisors Private Limited
(ABCAP):Private equity advisory and investment management,
for Indian and offshore investors
Aditya Birla Money Limited:Leading player in broking space
Aditya Birla Minacs IT Services Ltd.:Application development,
maintenance and enhancement solutions
Aditya Birla Minacs Worldwide Limited: Customer relations
management (CRM), integrated marketing services, knowledge
process outsourcing
Aditya Birla Finance Limited: Asset-based finance, corporate
finance and investment banking, capital market and treasury
Birla Insurance Advisory & Broking Services Ltd:Non-life
insurance advisory and broking services
Non-life insurance advisory and broking services: Apparel
retail
Peter England Fashions and Retail Ltd:Apparel retail
Madura Garments Exports Limited:Apparel export
Aditya Birla Retail Limited:Multi-format stores
Tanfac Industries Ltd.:Fluorine chemicals
Essel Mining & Industries Ltd.:Iron and manganese ore mining,
noble ferro alloys
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REWARDS & RECOGNITION
2002
KHARACH unit won Chairman's Gold Award for manufacturing
excellence.
2003
Birla Cellulose's HARIHAR (India) unit bagged "TERI CorporateEnvironmental Award" for cleaner production, while keeping
waste generation at its lowest.
Birla Cellulose's KHARACH (India) unit was awarded "Green-tech
Gold Award" for environmental excellence, in recognition for its
continuous efforts in the field of sustainable development and
environmental preservation.
2004
Birla Cellulose's NAGADA (India) unit was awarded the coveted
"Stockholm Industry Water Award", a first time achievement in
Asia.
Grasilene division – HARIHAR won “Green-tech Environment
Excellence Gold” Award.
HARIHAR unit won “Golden Peacock Environment Management”Award.
2005
KHARACH unit won PSU- Quality Circle competition for South
Gujarat Industries
2007
HARIHAR Poly fibers wins 2007 “IMC Ramakrishna Bajaj award
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2013
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2008
The President of India, Mrs. PratibhaPatil confers the much
coveted Rotary International Polio Eradication Champion Award
on Mrs. Rajashree Birla
2009
Grasim's pulp and fibre division wins the highly prestigious Asian
CSR Award.
Idea Cellular wins the Economic Times' "Emerging Company of
the Year Award for 2009".
2010
Hindalco ranked ninth across industries on Forbes Asia's Fab 50
companies list of Asia's 50 most valued companies.
Hindalco and Birla White declared winners in the Golden Peacock
Awards for Corporate Social Responsibility
The Rajiv Gandhi Environment Award for Clean Technology for
the year 2009-2010 is awarded to Vikram Cement Works.
2011
Business Today’s Best Companies to work for in India’s survey,
the Aditya Birla Group was on the top of the league in their
“rankings of most loved companies”.
The Aditya Birla Group is ranked No. 4 in the list of global top
companies for leaders and No.1 in Asia Pacific for 2011, in a
study conducted by Aon Hewitt, Fortune Magazine.
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Joint Ventures (JV)
Thai Rayon Promoted in 1974 by the Aditya Birla Group, Thai Rayon is
the sole manufacturer of Viscose Rayon Staple Fibre (VSF) in Thailand.
More than 50 per cent of Thai Rayon's VSF throughput is directly
exported to more than 20 countries worldwide. The VSF meets the
stringent quality expectations of customers in USA, Mexico, Europe,
Turkey, Canada, Israel, Australia, South Korea, Philippines, Indonesia,
Pakistan, Bangladesh and Sri Lanka.
PT Indo Bharat Rayon Marketed under the brand name of 'Birla
Cellulose', the company produces a wide range of VSF in engineered
specifications for textiles and non-woven applications. The company's
strong focus on environmental protection is reflected through its
investments in a sophisticated state-of-the-art waste-water treatment
plant and scientific waste disposal systems.
Grasim has joint venture with the following overseas companies:
AV Cell and AV Nackawic in Canada
AV Cell and AV Nackawic supply dissolving grade pulp to the
Group’s VSF units in India, Thailand and Indonesia.
Birla Lao Pulp & Plantation Limited in Laos
To further strengthen the backward integration in pulp, Birla Lao
has been formed as a JV with other associate companies for
raising captive plantations at Laos. This will provide a low cost
source for wood to meet future requirements of a green field
pulp plant in due course of time.
Birla Jingwei Fibres Company Limited in China
The JV with Hubei Jingwei Chemical Fibre Company Ltd. was
formed in 2006 for manufacturing VSF. Currently, this plant has a
capacity to produce VSF of 35,000 tpa.
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RETAILER PERCEPTION OF KARAWIPES
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INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
This spread and scale of operations make the Group's VSF operations very
cost competitive. Moreover, vertical integration into plantation,
manufacturing of rayon grade pulp and horizontal integration into production
of principal raw material required for VSF production, namely, caustic soda,
intermediate inputs namely CS2, sulphuric acid along with captive power
and steam generation facilities, further enhance its competitive edge.
Research& Development
Grasim has established a very strong R&D base covering different stages
of the value chain such as:
Grasim Forest Research Institute, Harihar is involved in R&D of forestry.
Birla Research Institute for Applied Sciences (BRI), Nagda is involved in
the development of different generations of cellulosic fibres. Textile
Research Application Development Centre (TRADC) at Kharach, a NABL
accredited Lab, is involved in addressing research and development
related to downstream textile value chain comprising various fibres,
yarns, processing, garments, etc.
With the capability to offer the entire range of cellulosic fibre under the
umbrella brand of “Birla Cellulose”, Grasim has positioned itself as a
dependable supplier of cellulosic fibres for “Feel, Comfort & Fashion”
across global markets. To penetrate into niche market segments and to
grow further, the division has ventured into the production of high
performance viscose fibres aptly named Viscose Plus, High Wet Modulus
Fibres (Modal) and new generation Solvent Spun Fibres and Birla
Excel.Grasim is also the largest producer of Sodium Sulphate, a
byproduct of VSF manufacture. This chemical is widely used in the paper
and pulp, detergent, glass and textile industries.
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RETAILER PERCEPTION OF KARAWIPES
2013
INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
Sources of competitive advantage
Cost : Grasim is the lowest cost producer of VSF in the world. It is themost integrated fibre producer with the chain stretching right from
Forest to Pulp to Fibre to Yarn. All most all the intermediate inputs are
captive. Besides, their in-house engineering division enables us to grow
in a most cost effective way.
Technology: On technology front, they produce all the three
generations of man-made cellulosic fibres from an in-house developed
capability through research and development. Their research and
development efforts are not limited to fibre stage alone but extend to
entire textile value chain. While the plantation and related activity is
carried out at Grasim Research Institute (GFRI, Harihar, India), the
Product innovations are carried out at Birla Research Institute (BRI,
Nagda, India). For value chain related activities, a state of art “Textiles
Research & Application Development Centre” has been established at
Kharach, Gujarat-India to entire textile value chain from yarn to fabric to
garments.
Markets: On marketing front, their reach extends to the entire globe,
through marketing offices. On a global level, their major strength is in
spun-dyed fibres and now other specialties such as Non-woven, Modal
and Excel have started penetrating in global markets. Their brand “Birla
Cellulose” is firmly entrenched in the market. Their value added
marketing services comprising of technical, logistical, financial,
marketing and informational support have enabled us to emerge as the
most preferred supplier of VSF in world.Our offerings whether from
India, Thailand, Indonesia or China are all marketed under the mother
brand “Birla Cellulose” and sub brands Birla Viscose, Birla Modal & Birla
Excel. An umbrella brand has enabled us to create a common identity for
our product across the globe irrespective of its production origin and
creating of awareness of the brand.
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RETAILER PERCEPTION OF KARAWIPES
2013
INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
Consumer Products Division of Grasim Industries
Grasim Industries, an Aditya Birla Group Enterprise has started itsConsumer Product Division with various personal care & home care dry
& wet wipes products. This marks the company’s 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 2015. That will translate into an annual growth of 10%
over a 5-year period.
In 2008 the company launched Kara skin care wipes and Prim Home
Care wipes. Kara Skincare wipes is positioned as an essential skincare
accessory.
In 2009, Grasim entered the baby care segment with the launch of
Puretta. Puretta is targeted at today's mother, who opts for a
contemporary and convenient lifestyle. Introduced for the first time in
India, the Puretta product portfolio includes Complete Cleaning Wipes,
Germ Shield Wipes and Skin Nourishing Wipes.
Birla Cellulose is the Aditya Birla Group's umbrella brand for its range of
cellulosic fibres. 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 fibres have multiple
applications including apparel, home textiles, dress material, knitwear,
non-woven etc.
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RETAILER PERCEPTION OF KARAWIPES
2013
INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
Fibre is one of the oldest businesses of the Aditya Birla Group that
commenced in 1954. Birla Cellulose is a world leader in viscose staple
fibre (VSF). Its production is spread across six countries, viz. Canada,
Thailand, India, Indonesia, China and Laos. The Group independently
fulfils 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 fibre
research
Textile Research & Application Development Centre (TRADC) —
value chain from fibre 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 the inspiration of our logo lies.
'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 symbolise the key characteristics of Birla Cellulose which are
"comfort and lightness". The vibrant green indicates that Birla Cellulose
can take on vibrant colours. The circle signifies the cycle of nature andsustainability.
Nature remains the underlying theme for all our brands:
Viscose is symbolised by the fresh green of summer
Modal is symbolised by the burnt orange of autumn
Excel is symbolised by the deep pink of spring.
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RETAILER PERCEPTION OF KARAWIPES
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INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
An integrated outlook
Birla Cellulose is growing by leaps and bounds through both organic andinorganic 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.
Attributes of Birla Cellulose
Natural: Soothing, comforting and elevating, Birla cellulose exhibits all
qualities of its source nature.
Stylish:The drape and fall of Birla Cellulose with its natural inheritance
is a fashion statement.
Timeless: Just like nature, Birla Cellulose, is timeless and shall always
remain in vogue.
A fashion catalyst: A hint of Birla Cellulose in your wardrobe brings in
the glamour that differentiates between mundane and fashionable.
Versatile: Birla Cellulose combines the best properties of all fibres. It is
extremely bendable hence enhancing the realms of possibilities in
clothing.
Birla Cellulose - Fibres from nature contributing to a green
world
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RETAILER PERCEPTION OF KARAWIPES
2013
INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
Preserving our environment has always been the inspiration behind
Birla Cellulose. It has successfully achieved this goal through the
following initiatives:
Nurturing and building the green cover
Over a million plantlets are being produced from identified
superior clones for development of clonal orchards and
plantations.
Land conservation
Efforts are on to encourage tree-farming practice on marginal,
sub-marginal and fallow lands to the best advantage of the
country. The yield of Viscose is seven times that of cotton for the
same land area. Thus significantly contributing to conservation of
land, and reaping maximum results from this limited resource.
Water conservation
Birla Cellulose Viscose is highly environment friendly. Every
kilogram of viscose produced saves 200 buckets of water when
compared to cotton. Thus it preserves one of the most valuable
natural resources.
Process friendliness
The process being followed for production is environment
friendly and green due to the following advantages:
Non toxic effluent as a result of replacement of zinc by
alum
Less solid waste generation due to reduced lime
consumption
Reduced risk of fouling biological microorganism in
reactor
Spun Shades
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RETAILER PERCEPTION OF KARAWIPES
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INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
This variant is environment friendly and results in conservation
of water throughout the value chain. It is Okeo Tex certified, i.e. it
meets the ecological requirements set for baby articles.
Birla Cellulose: The perfect blend
Birla Cellulose fibres are the perfect blend with all types of fibres. The
benefits of using Birla Cellulose as a blend are as below:
Birla Cellulose
blends Benefits of blending with Birla Cellulose
Birla Cellulose-cotton Makes cotton soft and supple
Improves fabric uniformity
Imparts sheen and colour brilliance
Birla Cellulose-wool Improves wear properties
Imparts softness
Enhances skin friendliness
Adds shine and luster
Birla Cellulose-silk Maintains sheen of silk
Improves comfort
Economical and fashionable
Birla Cellulose-
synthetics
Improves comfort, breathability, lustre and
skin friendliness
Birla Cellulose-
elastane
Offers excellent sheen, comfort and stretch
Birla Cellulose-
elastane
Offers excellent sheen, comfort and stretch
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RETAILER PERCEPTION OF KARAWIPES
2013
INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
PRODUCTS OF BIRLA CELLULOSE
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 portfolio includes Complete Cleansing
Wipes, Germ Shield Wipes and Skin Nourishing Wipes. These wipes are
safe for the baby’s delicate skin as they are alcohol free, hygienic,
hypoallergenic and dermatologically tested. Since Puretta (meaning
pure and diminutive) is made from Birla Cellulose, soothes the baby’s
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 doesn’t wither when rubbed hard and doesn’t leave lint
on facial skin or stubble.
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RETAILER PERCEPTION OF KARAWIPES
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INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
Characteristics of Puretta Baby Wipes
Safe for baby’s 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 baby’s skin ensuring
complete cleansing while retaining the pH balance of the skin. It is a
smart way to clean the baby completely anytime & anywhere.
It is basically used on baby’s 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 travelling or
in winters.
Wipe entire body to keep baby clean and fresh at all times, day
or night.
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RETAILER PERCEPTION OF KARAWIPES
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INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
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 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 doesn‟t wither when rubbed hard and doesn‟t leave lint
on facial skin or stubble.
Skin Nourishing Wipes
Skin Nourishing Baby Wipes keeps the baby’s 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 baby’s delicate skin. A smarter way to keep the baby’s skin
nourished anytime, anywhere.
It is used on baby’s 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 baby’s skin soft and nourished always.
After bath and during dry season.
While travelling or exposure to air-conditioning at home
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RETAILER PERCEPTION OF KARAWIPES
2013
INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
Germ Shield Wipes
Germ Shield Baby Wipes contains antiseptic properties to protect the
babies from germs always. Enriched with Lavender extracts, it leaves
the baby’s skin refreshed. A smart multipurpose option for not only
sanitizing baby’s hands and mouth but also utensils, tet hers and toys,
anytime and anywhere.
It is basically for 0-5 year old babies but can also be used by older
children while travelling and also advisable for adults handling the
babies. And it is used for 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 baby’s utensils, tethers and toys.
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RETAILER PERCEPTION OF KARAWIPES
2013
INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
PRIM
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 Scrotchbrite 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.
HANDYS - Hand sanitizing wipesHandys 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. Handys 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.
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RETAILER PERCEPTION OF KARAWIPES
2013
INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
Rub-in gel sanitizers 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.
KARA Skin Care Wipes
Grasim Industries has started its Consumer Product Division with
various FMCG products which includes personal care & home care dry &
wet wipes products. The main product of our concern for the research is
Kara Skincare wipes.
It is not easy to look beautiful all the time and it gets even harder when
you are out of home with pollution, dust and heat. Introducing for the
first time in India, Kara a complete range of skincare wipes.
In 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.''
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RETAILER PERCEPTION OF KARAWIPES
2013
INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
Kara Skincare wipes is a new product to hit the Indian market. The
brand is now running heavy print campaign announcing the launch.
Kara Skincare wipes can be called as India's 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, it’s the first time that an Indian company
enters this segment Kara means care. The brand also marks Aditya Birla
Group's foray into the Indian FMCG market.
The brand aims to create a new category of wipes in India. Hence the
challenge is to educate the target audience about the usefulness of this
product. This task is cut out for Kara since the customer 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” this clearly
communicates the core brand positioning. The brand is being promoted
as the anytime solution to look good.
Also Kara is loaded with lotions for different application like deep pore
cleansing, moisturizing, toning, sunscreen and make up remover.
Rejuvenating the skin is a natural property of mint oil and cucumber coupled
with aloe Vera for skin nourishing – in refreshing wipes.
Jojoba and Avocado unclogs pres, detoxes and exfoliates dead skin in Deep
Pore Cleansing wipes.
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RETAILER PERCEPTION OF KARAWIPES
2013
INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
Rose and Thyme are well known to have toning properties – used in Toning
Wipes.
Honey and Almond are age –
old products for removing dryness of skin and
moisturizing present in – moisturizing wipes
Aloe Vera and plum have natural sunscreen properties – Kara Sunscreen
wipes.
Lavender cleaning and relaxing properties while Seaweed has nourishing
effect on skin – both used for makeup removal wipes.
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.
Kara is readily available pan India at superstores, cosmetic and chemist
outlets and modern retail. The ease of usability of a convenient and high
value product at an affordable cost in India for a young and mobile
population is a huge opportunity that Kara wishes to address.
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RETAILER PERCEPTION OF KARAWIPES
2013
INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
Kara wipes were highly effective with unique formulations having
natural ingredients that nourish the skin. They are alcohol free and
dermatologically safe. Kara is made from 'Birla Cellulose', a fibre that is
100 % natural and biodegradable
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.
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 doesn’t wither when rubbed hard and
doesn’t 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
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RETAILER PERCEPTION OF KARAWIPES
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INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
possible as many times as you want. A critical three step action which
cleans your skin, gives it essential hydration and replenishes the vital
nutrition of the skin can be done in one easy swipe, thanks to the
advanced skin wipe technology from Kara. Its unique innovative three
step action that is set to change your skincare routine, and ensure that
the skin stays young and vibrant all though the day.
1. Skin cleaning: Skin experts recommend thorough cleaning of the face
before applying anything in order to avoid blocking of pores with lotions
which can result in boils, acne and pimples. To take care of this, every
skincare wipe has fibrils on its surface which ensure thorough cleaning
of the skin pores when they come in contact with the skin.
2. Hydration: The benefits of water in preventing skin ageing and
dullness are well established. Each skincare wipe has 80% aqua loading
which is transferred to the skin, ensuring a rich, ageless and healthy
skin.
3. Nourishment: Antioxidants are substances that combat free radicals,
and thus help reverse the process of ageing. A steady dose of
antioxidants through the day helps in preventing skin ageing. Each Kara
wipe has natural ingredients like avocado, aloe Vera and almonds etc.
which serve as antioxidants, and thus nourish the skin constantly to
gradually reveal flawless glowing skin.
This three step action was always a very critical need for the skin, and
with the revolutionary wipe format of skincare, it has enabled women to
rectify dull sagging skin all through the day. Additionally, a mesh like
structure of the easy-to-carry around wipe helps to hold just the right
amount of lotion for one time usage, and a superior applicator
technology that regulates the uniformity of lotion absorption into the
skin. Therefore, the right amount of skincare at the right time is the Kara
way of doing skincare. Make Kara skincare wipes a habit, and see yourskin rejuvenate and glow with health and beauty, forever!
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RETAILER PERCEPTION OF KARAWIPES
2013
INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
Manufacturing Facility of KARA
Kara wipes are manufactured at the company’s plant at Kharach,
Gujarat. The plant layout is approved by FDA and manufacturing activity
takes place under stringent conditions that ensure user safety and
hygiene.
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. What’s more they are made from Birla
Cellulose, a fibre that is 100 per cent natural and biodegradable.
Kara skincare wipes are the India’s 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 Group’s 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.
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RETAILER PERCEPTION OF KARAWIPES
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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
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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 ensureseffective cleansing to remove dirt, excess oil and grime from the
face and neck and also leaves a lingering fragrance.
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Disposable Wipes Market
Industrialization and urbanization has led to concentration of human
settlement at urban centers, which are the hub of the commercial
activities. Industrialization has also led to an increase in personal
income levels and the consequential expansion of the middle class,
allowing a greater number of folks to indulge in value added consumer
disposable items like facial cleaning wipes, moisttowelettes, personal
hygiene wipes and time-saving products like household cleaning wipes
etc. The growing use of wipes in industrial and consumer applications,
combined with modernization and increased consumer awareness, has
led to an increase of demand of wipes globally.
Wipes started at the bottom or more precisely, the baby’s bottom. Yet,
during the past decade, the category has grown to include hard surface
cleaning, makeup applications and removal, dusting and floor
cleaning.In fact, applications other than baby care now account for about 50% of sales in the wipes category.
Disposable wipes have evolved into a global business concept
generating more than $5 billion 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 careto 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.
North America continues to be the leading market, and is projected to
grow from $4.5 billion in 2009 to $5.5 billion in 2014. Western Europe issecond with sales of $3.6 billion in 2009, which is predicted to grow to
$4.2 billion in 2014.
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According to reports, China represents more than 33% of the world’s
spunlace production, growing more than 33% between 2008 and 2009.
More rapid gains will be linked to developing nations such as China and
India; China alone has increased its demand for wipes to nearly $500
million in 2011 and will surpass Japan as the leading market in the
Asia/Pacific region.
Classification of wipes based on application
Wipes mainly cater into 3 categories:
1.Personal Care wipes
2.Household & home cleaning wipes
3.Industrial cleaning wipes
As per the EDANA’s report in 2010, the total wipes deliveries in 2010,
amounted to 283,058 tonnes to be compared to 250,356 tonnes in 2009.
They subdivide as shown in table 1.
Personal Care wipes:
The personal care wipes market has increased by 15.7% compared to
2009.
• Baby wipes: Baby wipes are wet wipes used to cleanse the sensitive
skin of infants. These are saturated with solutions anywhere from gentle
cleansing ingredients to alcohol based cleaners. Baby wipes are typically
sold in plastic tubs that keep the cloths moist and allow for easy
dispensing.
• Cleansing pads: Cleansing pads are fiber sponges that have been
previously soaked with water, alcohol and other active ingredients for a
specific intended use. There are different types of cleansing pads offered
by the beauty industry: makeup removing pads, anti-spot treatments
and anti-acne pads that usually contain salicylic acid, vitamins, menthol
and other treatments).Cleansing pads for preventing infection are
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usually saturated with alcohol and bundled in sterile package. Hands
and instrument may be disinfected with these pads while treating
wounds. Disinfecting cleansing pads are often included in first aid kits
for this purpose.
• Personal hygiene: These are usually pre-moistened and come either
individually packaged or in one larger container that can be resealed.
These kinds of wipes can be useful when you’re doing outdoor activities,
especially during warmer weather. The wipes can remove dirt and
sweat before they settle into your pores. Some no-rinse wipes can even
remove waterproof makeup.
Household & home cleaning wipes: • Kitchen wipes
• Bathroom wipes
• Food service wipes
• Glass surface cleaning wipes
• Automotive care wipes
Industrial cleaning wipe
When it comes to industrial applications, choosing the right wipe for the
job can make an enormous difference in terms of performance,
efficiency and economy. Rags and laundered cloths were once the all-
purpose solution for wiping dirt and oils from equipment and hands.
Convenient disposable wipes are now widely recognized as the
preferred alternative.
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Global demand for wipes
Pre-moistened or wet wipes are normally supplied to the consumer
already wet or pre-moistened with a liquid, while the dry wipes are
supplied dry, with the understanding that the consumer will add a liquid
if needed. In 2009, wet wipes contributed around 71% of the total wipes
market. Over time, dry wipes are predicted to gradually gain market
share, growing from 29% in 2009 to 30% in 2014.
Raw materials for wiping fabrics:
• Polyester: It is by far the most common fiber for carded technologies.
Asper the application and wipes categories the blend percentage varies.
Normally the Industrial wipes are made from 100% Polyester. It is
estimated at nearly 43% of the fiber consumed in spun lace.
• Viscose: It is another common fiber for wipes, especially for personal
care. Personal care wipes are used on very sensitive parts – baby care,
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facial wipes etc.It has to be very soft, smooth and silky. Viscose fiber has
all these properties and because of these properties viscose fiber is
referred as “art silk” in the textile industry. Nonwovens industry
producers have been working on developing wipes that will flush. To
create aflushable nonwoven product, the right combination of strength,
easy break up and dispersion is required. To be considered truly
flushable the wipe must also be biodegradable. Wipes made from
viscose fibers have all these properties and thus can be categorized has
flushable products.Household wipes are generally made up of polyester
and viscose blended fibers, polyester being the major component.
• Cotton:Environmental consciousness combined with price
increasesand shortages in competing materials have created a strong
market opportunity for cotton in the nonwoven industry during the past
two years, particularly in the wipes market where the addition of cotton
can boost absorbency and strength. Cotton has been enjoying a place in
the private label baby wipes market, viscose continues to be a dominant
fiber in most spunlace applications, despite a global supply shortage that
has driven up prices.
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Developed regions like the U.S., Western Europe and Japan will continue
to lead the global wipes market because of the large affluent population
and lifestyle trends focused on time saving products. Developing regions
like China and India will show a rapid growth for wipes – due to the
industrial expansions leading to express economic growth.
Opportunities for growth exist however they can only be realized by
continuously introducing innovative products. Wiping fabric
manufacturers are working hard to make sure their wipes customers
have lots of choices when it comes to environmentally friendly
products.Some of the categories where we can expect to see future
growth are household cleaning wipes, toddler wipes and facial wipes.
Baby care may have marked the beginning of nonwovens market; the
marketers are now moving into even more lucrative categories in an
effort to expand the use of wipes beyond babies and are reaching to
older kids and their parents. Their portability and convenience, coupled
with the hygiene aspect of their single usage, has made them very
popular with all types of consumers. Clearly wipes are a rags-to-riches
success story in the household and personal products industry and we
can bet that demand for these products will continue to grow.
In the never-ending drive to encourage consumer spending, advertisers
are targeting the hygiene habits of the young Indian male.
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
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personal use or to deal with all those thankless jobs around the house
and garage.
Betting that rising incomes are persuading more Indian men to take
better care of their appearance, the Aditya Birla conglomerate is offering
Kara – a new weapon in the battle against the sweat generated as boys
go about their daily business. Kara is a face wipe designed to replace the
damp cotton towel many Indian men carry on their bikes and scooters
as they negotiate the hot streets of Mumbai or Madras.Male grooming
products have become one of the fastest growing segments of India’s
consumer products industry as men pay ever more attention to how
they look and move away from a traditional emphasis on intelligence as
the ultimate male quality.
Datamonitor, UK-based market research consultancy, estimates that 50
per cent of Indian men and women believe that physically attractive
people have more opportunities in life.
“Rising af fluence and greater consciousness of personal image and
hygiene are expected to drive growth in both rural and urban areas,”
said Euromonitor, a London-based market research firm, in a
report.Sales of dedicated men’s grooming products in India are
estimated to be $500m a year, and rising at 15 per cent annually.
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 becognizant of the challenges that
will present great difficulties to many. Those companiesthat can
combine cutting edge technology with the development of new and
innovativeideas will survive in the long run. The wipes in India are
generally made of Viscose andSpun lace. Birla Cellulose manufactures
98% of the Viscose Staple Fiber in India, so it ispoised to do well against
other local players as they would have to purchase VSF from it.
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The disposable facial wet wipes market is estimated at Rs 8crores. Kara
holds adominant position in market with turnover of Rs. 4.5 crores thus
capturing 56% of themarket. However the sector in India is currently
fragmented and unorganized. Ginnifilaments (Noida) also hold a strong
position in wet wipes market, though their productcan’t be matched in
terms of quality to Kara.
Wipes witnessed a surge in the number of players vying for consumer
attention towards the latter half of the review period. Grasim Industries
Ltd undertook intense brand activity in 2009 and 2010, while Johnson &
Johnson (India) Ltd launched a baby wipes product line in 2010. Others
such as The Himalaya Drug Co. and Godrej Consumer Products Ltd
launched brands in 2009 and extended their portfolios over 2010.
Private label players Apollo Pharmacy and Pantaloon Retail India Ltd
heightened their brand promotions through point-of-sale visibility in
2010.
The disposable wet wipes market, fairly niche and nascent inIndia, has grown to Rs 8 crores. Birla Cellulose (Consumer
Products Division of Grasim Industries), which has launched
three brands in this category namely Kara, Puretta and Prim for
various purposes over the last couple of years, accounts for Rs 4
crores of the market.
In the US and Europe, 6 and 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, it’s a
nascent category, and a lifestyle item at that, not an essential one,
so it will take a while before there comes an inflection point.
The disposable wipes market posted double-digit growth in
2008. 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
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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 wipes in India are generally made of Viscose and Spun lace.
Birla Cellulose manufactures 98% of the Viscose Staple Fibre in
India, so it is poised to do well against other local players as they
would have to purchase VSF from it.
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 after Delhi
NCR and Chandigarh, Lucknow is the biggest market for
cosmetics in North India.
The disposable wipes market in India faces stiff competition from
cheaper Chinese imports.
Competitive Landscape
The stronghold of Tainwala Personal Care Products Pvt Ltd on wipes
gradually waned over the latter half of the review period. The company
built on its first-mover advantage in the review period, and still
commands 70% of all wipes value sales in India. However, the swift
emergence of national players such as Grasim Industries Ltd, The
Himalaya Drug Co, and private label players has caused disruption to its
lead in both general purpose wipes and baby wipes.
Prospects
Wipes constituted less than 1% of retail hygiene value sales in India in
2010. With such products not being traditionally popular in the country,
the category still relied on niche consumer segments or season-
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dependent sales. Though home care wipes and floor cleaning systems is
not likely to see any major developments over the forecast period, other
product categories under personal wipes – including intimate wipes and
cosmetic wipes – are expected to contribute more to wipes growth
overall. In a similar trend to the review period, a majority of value sales
growth in all wipes categories will be due to the entry and marketing
push of national manufacturers.
The Indian tissue and hygiene market is very small and largely
untapped.
Untapped market potential
As per the leading market research firm, Euromonitor, the market size of
away-from-home tissue and hygiene segment in the year 2010 is
estimated to be Rs 3, 115.5 million; Retail tissue and hygiene market size
is Rs 18, 623.8 million; Hygiene market size is Rs 12, 454.2 million; and
the Tissue category has the market size of Rs 3, 895.6 million. But what’s
the reason behind the low penetration of tissue and hygiene market in
India? The reason could be lack of awareness and sensitivity/ attention
paid towards the hygiene in India.
Lack of awareness in the category
Traditionally in India, very few consumers are habituated of face wipes.
The players in tissue and hygiene category needs to pay more attention
on generating consumer awareness relating to use and benefit of
hygiene related products. One such initiative is taken by Birla Viscose
brand - Kara Skincare wipes, which was launched nearly four year ago in
2008, as a new category in the tissue and hygiene care. At first, the
challenge for the brand was to educate and create awareness among its
target audience – the young consumers, about the use of skin wipes. The
brand used BTL and ATL marketing tools which helped it to be
recognised among its target audiences.
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Urban vs. rural market
About 70 percent of India’s total population resides in rural India. With
growing income of the consumers from rural India, the industry is
focusing more on producing specific products, SKUs, priced reasonably
for these markets. As per Euromonitor International Report, in
categories such as beauty and personal care; consumer appliances;
homecare and retailing; India ranks close to breaking into top 10
markets in the world by retail value. But India’s global ranking in tissue
and hygiene category is world’s lowest in terms of value market share.
Traditional barriers
Cultural barriers to consumption have prevented the tissue and hygiene
industry from scaling the growth heights achieved by other consumer
goods industries. Some of the categories such as toilet paper have
market potential in urban market only, rural consumers rarely uses
toilet papers. Other categories such as baby wipes and diapers are
gaining market share in rural market. Still, tissue and hygiene market
can be considered as an urban phenomenon but the category has huge
untapped potential in rural areas as well.
Future potential
The increased label penetration of branded tissue and hygiene products
is mainly seen in urban areas where the average disposable income is
high and they are more aware about hygiene related issues. But in
recent times we have seen that leading FMCG bands such as Proctor &
Gamble, Johnson & Johnson, Godrej, Daburetc with their economic
product range has been successful in rural India. More consumer centric
approach with small packs and lower price range, tissue and hygiene
market can successfully establish themselves in rural market.
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Competition Analysisof 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 Lucknow. Low prices along with more
wipes are being offered to wholesalers.
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Competitors
Sound Wave Wet Wipes
Chinese Wipes
Ginni Wet Wipes
Good look Wet wipes
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Organic Wet wipes
These foreign wipes are also trying to capture the market of wipes which is
still untapped. As with the name of Aditya Birla its market will definitely
grow
Michael Porter’s Five Forces Model
Threat of New Entrance
Being a new and niche segment, wet wipes market was overlooked
earlier but due to entrance of big players like Johnson & Johnson and
Aditya Birla group, even small firms are coming into the market.
Likewise niche markets, wet wipes market has great potential of growth.
When Aditya Birla Group came with its cosmetic wipes range and no
other company’s wipes were available in the market and the company
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was enjoying a monopoly in Agra but the scenario has changed, now the
competition is available in the market. The major threat is wipes like
lotus, clarus, purple turtle, Etiquette by Built are available in the market.
These companies are giving high margins to the retailers and providing
to the customer at low cost. So the productprice elasticity is affected by
substitute products. New entrants are coming to get and increase the
market share which is increasing the rivalry.
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
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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 Skin Care Wipes
STRENGTH:
y Fabric used is VSF which has a good absorbing power.
y 100% natural & bio-degradable
y Safe for skin.
y Dermatologically tested
y Alcohol free
y Cleans, nourishes & hydrates the skin.
y Assurance of Aditya Birla Group
WEAKNESS:
y Ample measures for advertising & promotion are not done.
y Awareness for the use of such products by the company is
missing. y Way costly than other wipes available.
y Retailers find it a product with very low mar gin hence, hesitateto or der.
OPPORTUNITIES:
y This segment has potential to widen up as the concept of wipes
is very new in
Indian market.
y People are becoming more hygienic & consciences towardsthemselves.
y Growth rate for this can be high as people are becoming more
educated with higher
income.
THREATS:
y Facing immense competition from Chinese wipes which areslowly penetrating into
this segment.
y Major threats are: Dove, Nivea, MeeMee, Claurius
.
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INSTITUTE OF TECHNOLOGY & SCIENCE,GHAZIABAD
Chapter-3
Research Methodology
Research Methodology
Research methodology is the arrangement of condition for collection and
analysis of data in a manner that aims to combine the relevance to the research
purpose with economy in procedure. Research is conceptual structure within
which research is conducted. It is way to systematically study and solve the
research problems. The steps which complete the process are mentioned below:
a) Problem Identification
b) Development of Approach to problem
c) Research design Formulation
d) Fieldwork and Data Collection
e) Data Preparation and Analysis
f) Report preparation and Presentation
Research Design:
Research design begins with the identification of management decision problem
and the success of the research highly depends on the well description of management decision problem.
A Research Design is a frame work or blue print for conducting the marketing
researchproject. It details the procedures necessary for obtaining the
information needed tostructure or solve marketing research problem. Although a
broad approach to the problemhas already been developed, the research design
specifies the details, the nuts and boltsof implementing the approach. A research
design lays the foundation for conducting theproject. A good research design will
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ensure that the marketing research project isconducted effectively and
efficiently. There are three types of research designs viz.
a) Exploratory: This type of research is done when objective is not known
and it helps inproviding insight and understandings to define a problem.It
also involves formulation of hypothesis.The study involves finding out
present data of demand for skincare wipes and prospective buyers and
consumers of the skincare wipes.
b) Descriptive:Descriptive study is an extension of exploratory study and it
contains people surveyed, method of analysis, data collection and analysis
of problem.Research was done to find out Market feasibility of Kara
skincare wipes, so that we can make strategies to establish our products
in the market in a better way, providing more awareness and place the
product properly as well as promote the brand and emerge as a good
competitor in the market.
c) Causal: It helps in determining the cause and effect relationships.Manipulation of one or more independent variables is done to match with
the objective of our problem.
In this project, Descriptive Research Designhad been used.
The major objective of descriptive research is to describe something, usually
market characteristics or functions. Descriptive research is conducted for thefollowing:
To describe the characteristics of relevant groups, such as consumers,
sales people, organizations, or market areas.
To estimate the percentage of units in a specified population
exhibiting a certain behavior.
To determine the perception of product characteristics.
To determine the degree to which marketing variables are associated.
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To make specific prediction.
The Descriptive research can be classified in two methods:1) Survey Methods: This method is used when the research directly
corresponds the respondent, makes him aware of our objective and seeks his
help in filling up the questionnaire. The respondent answers each and every
question thus giving his contribution to the study. Some of the observation
methods are: Telephonic Surveys, Mall intercept Mail surveys.
2) Observation methods: This method is used when the researcher uses his
own judgment on behalf of respondent by observing his reactions and answerswhen they interact with each other. The researcher tries to put all elements of
research questions in the conversation and seeks to find the answers without
letting respondent know about it.
In this project, Observation method as well as survey method has been used.
The former one has been used for retailers where they were unaware that they
are participating in the research with their conversation and latter one has beenused for all commuters of retail stores and online as well.
Scaling
Scaling is applied to the attempts to measure the attitude objectively. Attitude is
aresultant of number of external and internal factors. Depending upon the
attitude to bemeasured, appropriate scales are designed. Scaling is a technique
used for measuringqualitative responses of respondents such as those related to
their feelings, perception,likes, dislikes, interests and preferences. Most
commonly used scales are:
a) Nominal: Numbers serve only as labels or tags for identifying and classifying
objects.Only permissible operation on the numbers in a nominal scale is counting
b) Ordinal: A ranking scale in which numbers are assigned to objects to indicate
therelative extent to which the objects possess some characteristic. In addition to
counting,one can place objects accordingly relative to their rank.
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c) Interval: Numerically equal distances on the scale represent equal values in
thecharacteristic being measured. However the location of origin is arbitrary.d) Ratio: Possesses all the properties of the nominal, ordinal, and interval scales.
It has anabsolute zero point
In this project, all the questions have been designed using Nominal scale.
Sample Size:
The data was collected through filling up the questionnaires, getting data fromretailers and thorough market survey and market research study. The sample
size for the study taken is 30 which includes ofline.
Sample and Sampling Techniques
Sample basically means a subgroup of elements of population selected for
participation in study. And number of elements to be included in the study is
known as sample size.
Execution of the sampling process requires a detailed specification of how the
sampling designs decisions with respect to the population, sampling frame,
sampling unit, sampling technique, and sample size is to be implemented.
Sampling technique is broadly classified as:
Non Probability Sampling– sampling technique that do not use chance
selection procedures and rather they rely on the personal judgment of the
researcher. Non probability sampling technique is further classified as:
o Convenience Sampling
o Judgmental Sampling
o Quota Sampling
o Snowball Sampling
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Probability Sampling– a sampling procedure in which each element of
population has a fixed probabilistic chance of being selected for thesample. And probability sampling is further classified as:
o Simple Random Sampling
o Systematic Sampling
o Stratified Sampling
o Cluster Sampling
In this study basically Convenience sampling i.e. Non Probability Sampling
Technique has been used wherein I surveyed people online and people visiting to
malls, cosmetic stores, general stores, medical stores etc. of Agra. Convenience
attempts to obtain a sample of convenient elements. The selection of the
sampling unit is left primarily to the interviewer. In this type of sampling
technique often the respondents are selected because they happen to be in the
right place at the right time.
Convenience sampling is the least expensive and least time consuming of all the
sampling techniques. The sampling units are accessible, easy to measure and
cooperative. In spite of these advantages, this form of sampling has serious
limitations. Many potential sources of selection bias are present, including
respondent self-selection. Convenience sampling is not representative of any
definable population. This study basically included mall-intercept as the
sampling technique. And the sample size for the study taken is 30 people that include all respondents online as well as offline. A close end questionnaire was
constructed for my survey. A questionnaire consisting of a set of questions was
presented to respondents for their answers.
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Data Collection
Primary Data:
The first hand information bearing on any research is the one which has been
collected by the researcher. The data here is collected through:
A structured questionnaire
Personal interview of both retailer and consumers.
Secondary Data:
The data which has already been collected, complied and presented earlier by
any agency may be used for purpose of investigation. The data collected through:
Various publications in form of annual reports, various papers and
journals published from time to time.
Through internet and Books
Limitations of the study:
Research is based on the collection of data from both primary and
secondary sources.
There may be a possibility of biasness on the part of some respondents,
but very much care has been taken to make this report unbiased.
Some respondents might not give the correct information due to their lack
of interest and shortage of time.
Small sample size of 30 may not represent the true picture as it would
have been by taking response from entire population.
All the information, which is taken, is biased on primary and secondary
data that has its own limitations.
Location constraint i.e. respondents from high profile location will
respond positively and respondents from lower level location will
respond negative, although, diversification of location has been
maintained and I have tried to cover almost all type of markets in Agra.
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Chapter-4 Analysis of data collected
Figure - 1
The above statistic shows that 50% respondents are the user of Cucumber. Being
randomly surveyed a sample of 30 people offline, this may not be the actual
result in the market.
0%
50%40%
7% 3%
Chart TitleQ. which fragrance consumer like most?
a)cucumber
b) Mint
c) sunscreen
d) cleasing
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Fig-2
The above statistics shows that only 24% people out of 30 respondent mainly
preferred Kara rest of the people preferred other brand
Figure - 3
0%
15%
31%
24%
12%
18%
Chart Title
1) which brand of
wet wipe people
mainly preferred ?
Bilt
johnson
kara
0%
73%
13%
7% 7%
Chart Title
1) How much sales of wipes in 1 month
10000
20000
30000
above
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Here, according to data, 73% retailer says that in 1 month wipes estimated sale
is Rs10000 and 13% says that Rs 20000
Figure - 4
According to the survey 73% retailers says that in summer season people want
more wipes as compare to rainy and winter
0%
73%
17%
10%
Chart Title1) In which season people want more wipes?
summer
rainy
winter
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Figure - 5
Among all the respondents, 50% feels that 20 wipes pack is ideal pack. 10 wipes
pack may also be considered to target the mass customers, stands at 20% in the
graph. Only 13% respondents believe that 5 wipes pack is an ideal pack,
although, it is the smallest pack of Kara available in the market. Other large pack
containing 30 and more than 30 wipes pack did not get much response.
Therefore, we can promote the product with 10 wipes and 20 wipes pack with
better and attractive offerings to target large audience.
0%
13%
20%
50%
17%
Chart Title
1) Which pack do you think is ideal pack? 5p 10p 20p 30p
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Figure – 6
According to the survey only 40% people are aware about kara 60% are not aware.
Fig-7
Accordint to retailers perception 80% retailers are not happy with the distributors because
in Agra distributor not supply timely.
0%
40%
60%
Chart Title
1) People aware about kara wipes? Yes No
0%
20%
80%
Chart Title
1) Distributor supply kara product timely? yes no
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Figure - 8
According to the 30 retailers people mainly preferred facial wipes .around 60%
people mainly preferred facial wipes.
Fig- 9
I saw in the market in baby wipes Johnson baby wipes demand is more
And I got adata from the questionnaire from the retailers 67% retailers
thatjohnshon baby wipes demand is more as compare to kara.
0%
60%
15%
15%
10%
Chart Title
1) Which kara product sales is more?
facial wipes
kitchen wipes
baby wipes
Handsanitizing
0%
33%
67%
Chart TitleIn baby wipes people mainly preferred which co. product?
a) Kara
b) Johnshon
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Fig-10
In kitchen wipes also 57% people said that scrotch bite demand is more and 43%
people only said that kara demand is more in Agra market.
Fig-11
0%
43%
57%
Chart Title
In kitchen wipes people mainly preferred which co. product?
a) Kara
b) Scrotch bite
0% 7%13%
47%
33%
Chart Title
What attribute lead you to dislike Kara?
a) Fragrance
b) softness of wipes
c) Price
d) avability
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Around 47% retailers thinks that kara price is more than other wipes so this
attributes to dislike kara and also 33% think that kara wipes avability is less inmarket because distributor not supply the product timely so this attribute lead
to dislike kara.
Fig-12
47% retailers said that quality is good which makes a kara different from other
brand only 7% retailers said that attractive price.
0%
47%
7%
33%
13%
Chart Title
Which make kara different from other brand?
a) Quality
b) Attractive price
c) Utility
d)Value for money
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Chapter-5Recommendations and Suggestions
Recommendations
Grasim Industries has been working hard to establish leading brand position of Kara
in market. Kara has been able to prove its mettle and highly accepted by customers. I
would like to recommend following activities those hopefully will help in growth of
Kara. These are as follows:
1. To create the BRAND AWARENESS, the following points should be taken into
consideration
There is huge competition from the Chinese wipes so it requires doing
aggressive advertising, campaigns, and samplings at the beginning of
summer season, so that product should create awareness at right time
and push the sale.
Activities and promotions at hyper markets and malls to attract more and
more customers, mostly during Saturdays and Sundays. At low budget company can place KARA dangles in concerned retailers.
Dangles are very effective marketing communication as it makes
customer’s eyes to see on hanging dangles. Even at low budget company
can stick the KARA tape to rakes where product is placed that can
increase the awareness of product.
Company can organize event on women’s day which is on 8th march to
create the awareness. The sale of KARA will increase as summer starts inMarch-April. Even mother’s day which lies in may is best month for
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demand for KARA. So company can organize such events in popular stores
like Big Bazaar, Spencer and Vishal mega mart etc.
2. Modification in marketing mix of the product and schemes.
Getting the product into an eye catching and handy package for various
purposes, so that it attracts both consumers and retailers at a glance.
The product needs rigorous advertising be it in print media and
television, hoardings, van operations, lama, only then the awareness could
be brought about the brand and the products. Company should acknowledge the customers that the company is
charging high prices because of its high quality material unlike of other
brands and also educate that compromise in quality of fibre can harm the
skin through different media sources.
There’s a huge demand for the product among the “new-generation
working women” as they prefer handy products for convenient and easy
accessibility. So focusing on the right consumer group is necessary. Hotels have been on rapid rise in Agra. Demand of wet wipes is high in
hotels.
Restaurants can provide KARA wet wipe to their customers for
refreshment.
Display schemes to the retailers should be provided which should include
posters & halogen board with the name of the shop written on it.
Retailers getting very high margin from the Chinese wipes and other
brand so the company should also take care of its retailers expectations so
that it will fulfil their needs and keep them satisfied.
I think company should for a time being raise the margin level from 18%
(16%+2%) to around 30% & should concentrate more on advertisements
hence as a result of which the consumers will get attracted towards this
product and it will raise the demand for the product & retailers will also
start keeping the product in their shelves.
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Regular contact should be maintained with the retailer directly so that
they can give their feedback to the company regarding to the consumerreaction rather than through the agents.
Industry Look up
Aviation Industry: Like the company has managed to have tie-ups with
Kingfisher airlines, other companies can also be targeted with proper
explanation on cost-effectiveness of the product.
Beauty Parlor: Kara refreshing wipes and makeup removal could be usedin beauty parlor operationslike facial, makeup, cleansing, body spa,
massage etc could add value to customer and in some of operation they
could charge more from customers and for the same local branded beauty
parlors can be targeted.
Saloons: Likewise, even saloons have a lot of business potential for the
product especially Porsche saloons of Agra like Lakme,empire Jawed
Habib.
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Chapter-6Conclusion
Findings of the Research
As per the marketing research it’s 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 Johnson& Johnson as
they are providing schemes and even their prices are low.
3. People are getting more conscious regarding brands, quality, and hygiene.
4. Consumers especially women, prefer buying the products of brands like
L’oreal, Dove, Pond’s, 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.
5. People are not aware that sunscreen, moisturizing, toning, deep-pore
cleansing variants are available in the market under the brand of Kara.
6. Retailers are not well aware about the product and are unable to explain
the details about the product to the consumers, as they themselves do not
have the complete understanding about the product.
7. People are not familiar with the new concept of using wet wipes for
almost all cosmetic needs. As certain study and research says that “Asian
markets especially Indian market does not cater to new products as the
people are more inclined towards tried and tested products”.
8. The first thing which acts as a gatekeeper 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.
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9. Another point which I think is very shocking to see is the delivery of the
order from the distributor to the retailers, in my very short span of periodI 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 2 weeks to get the delivery, this may act against the
product’s brand value or the retailer may lose interest from the product
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Chapter-7 Annexure
Questionnaire
1) Which fragrance Consumers like most?
a) Mint b) Cucumber c) Sunscreen d) Cleasing
2) which brand of wet wipe people mainly preferred ?
a) Bilt b) Johnson & Johnson c) Kara d) Good Look e) Others________
3) How much sales of wipes in 1 month
a) Rs 10000 b) Rs 20000 c) Rs 30000 d) Rs 30000&Above
4) In which season people want more wipes?
a) Summer b) Winter c) Rainy
5) Which pack do you think is ideal pack?
a) 5 wipes b) 10 wipes c) 20 wipes d) 30 wipes e) More than 30
wipes
6) According to you, what should be the ideal price for the multipurpose
medium size wipes pack?
a) Rs.20-30 b) 30-40 c) 40-50 d) 50-60 e) More than 60 but less
than 80
7) In baby wipes people mainly preferred which product?
a) Kara c) Johnson
8) Being wipes are available from refreshing to complete make up range, you
think wipes are becoming more useful than traditional liquid form of
cosmetic products.
a) Strongly agree b) Agree c) Can’t say d) Disagree
e) Strongly disagree
9) People aware about kara wipes?
a) Yes b) No
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10) In kitchen wipes people mainly preferred which product?
a)
Kara c) Scrotch bite11) Distributor supply kara product timely?
a) Yes b) No
12) You get full order of kara from distributor?
a) Yes b) No
13) What attributes lead you to dislike Kara?
a) Fragrance b) softness of wipe c) Price d) Availability
e) Others_________14) What makes Kara different from other brands?
a) Quality b) Attractive packaging c) Utility d) Value for money
15) Which kara product sales is more?
a) Facial wipes b) Hanssanitizing c) Baby wipes d) Kitchen wipes
16)How do you find kara skin care wipes?
a) Excellent b) Good c) Average d)Bad
Name of the retailer: ____________________________________________________________
Gender:
a) Male _____ b) Female ______
Mobile No.-
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Bibliography
Marketing Management, 12th edition, Philip Kotler, Kevin Lane Kotler,
Published by Prentice Hall, USA
Advertising and Integrated Brand Promotion, 4th Edition, Thomas C.
O’Guin, Chris T. Allen, Richard J. Semenik, Published by Thomson South-
Western Publishing house.
Consumer Behaviour Analysis (critical perspectives on business and
management) by G.R Foxall, Published by Routeldge Publishers.
Webliography
http://www.times100.co.uk
http://www.en911.com
http://www.wikipedia.com
http://www.adityabirla.com
http://www.adityabirla.com/birlacellulose
http://www.google.com
http://www.grasim.com
http://www.marketingpractice.blogspot.com/2008/05/kara-skincare-wipes-at-
your-best-always.html
http://www.indiaprwire.com/pressrelease/consumer/2008060410008.htm
http://www.living.oneindia.in/insync/2008/aditya-birla-group-kara-skincare-
wipes-070608.html
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My Leaning from Summer Training
I learnt lot thingsduring the project. Firstly it provided me much needed
corporate exposure like working in formal made team, business communication,
prioritizing work. Secondly I brush up my sales & marketing skills through
continuous given inputs on soft skills and business communication during
summer internship program; but there is no better place to hone these skills
than the workplace. I would like to share one experience that one day, I turned
up for reporting 10 minutes late due to traffic jams but I was sent back for the
day. My industry guide, Mr. Surya Prakash Singh, who is a good example of a well
disciplined person and grown by his own core values and philosophy. He neither
used to come late nor used to allow anybody to come late. It was a good learning
that in corporate world time is money and one is expected to be punctual. After
the day, I never have been late for a minute and it continues till now and would
be always, as it is rightly said, “Almost every mistake is a gift if we learn from it”.