A Research Presentation on

Grasim’s

Kara
&
Puretta
Presented by: Gorav Sharma
MBA-IB
A1802009215
 Objective

 To study, the current situation of “Kara

skincare wipes and puretta baby
care wipes ”
 Promote the products in the market
 Create new potential areas for the
products
 Find out the measures to keep the
product ahead of its competitors
 The Aditya Birla Group
 Among the top business houses in India
 Operations spread over 25 countries
 Revenue at $29bn.(50% from overseas operations, in the league of fortune
500
 130,000 employees, belonging to 30 nationalities
 Leadership position across businesses

Grasim -Cement and viscose staple fibre

Hindalco - Aluminium and copper
Aditya Birla Nuvo -Apparels,VFY,Carbon Black,Fertilisers
,IT/ITes,Financial services
Idea Cellular -Telecom
 Grasim: Market leader across business
segments

Leading player in India

Cement ─ 41.6 Mn. TPA Capacity,48.8 Mn.TPA by H1FY10
Revenue Rs.135 Bn.  Market leader in white cement (0.5 Mn. TPA)
(US $ 2,825 Mn.)

World’s Top producer

Viscose Staple Fibre  Capacity at 34K TPA(12% Global Share)
Revenue Rs. 30 Bn.  Group is world’s largest with 23 % global market
(US$ 638 Mn.) share
 Chemicals- 258K TPA Caustic capacity, largely for
captive use
 Swot Analysis
STRENGTHS WEAKNESSES

Strong brand recognition Complexity of operation

   
Growing international presence Lengthy processing chain
   
Superior research and development department
 
Strong financial returns & Cost leadership

OPPORTUNITIES THREATS

Growth of core sector industries Entry of global players

 
Rapid integration with global economy Take over possibilities
   
Booming construction business in asia Political threats
   
Growing e-commerce’s business The impact of foreign currency fluctuation
and interest rates.
 Competitors

 Fresh One
 Good Look
 Freshia
 Mistique
 Identified themes for analysis
 Awareness
 Usability
 Trust
 Brand Preference
 Competitor
 Availability
 Positioning
 Comparison
 Pricing
 Research Methodology

Research Design
• Exploratory Research
• Descriptive Research

Sample Design
• Random Sampling

Limitations
• Sometimes results are biased
 Research Methodology

Demographics used for analysis:

Sample
AGE size - 261

11-20 21-30 31-40 41-50

 Company Age Analysis
Most 11-20 21-30 31-40 41-50 Total
Preferred

Q1. What do you use for Wipening 23 69 18 18 128

cleaning your skin ? Tissues

Q2. Is your wipe safe for Yes 39 90 26 18 173

your skin?

Q3. Are your wipes Yes 45 99 26 24 194

dermatologic ally tested?

Q4. Do you apply Yes 32 73 15 16 136

anything through wipes?

Q5. For how long are 1 yr 30 75 14 15 134

you using wipes?
Q6. Which brand do you Dove 14 24 12 15 65
prefer the most?

Q7. What do you think is Brand 32 76 23 14 145

the main reason for your
use of ABG’s brand?
Q8. What is the worst Price 31 95 27 18 171
feature of ABG’s wipening
product?
Q9. Which is the closest Mistiqu 31 60 16 13 120
competitor of ABG’S e
wipening products?
Q10. Are ABG’S wipening Yes 49 113 31 25 218
products easily available in
the market?
Q11. Do you think that Yes 44 111 26 23 204
the products are well
placed in the stores?
Q12. What is the Quality 32 61 16 13 122
difference that you found
in “KARA skincare wipes”
and other wipes?
Q13. What is the first Quality 15 45 14 23 82
thing that comes to your
mind when you buy an
product ?
Q14. Tick the price of the Optimal 36 97 26 13 181
products in your views?

Q15. From where have Radio 20 45 11 10 86

you heard most about
the about the wipes?
 Determinations while doing research
 Fresh Advertising campaign is required
 Threat from Cheap Chinese Products
 Needs to Reposition and Retarget the Product
 Low customer satisfaction
 Packaging issue resolved
 Low market reputation due to stock outs and
expired products.
 Threat from Indian Competitors.
 Weak Distribution Network
 Weak Internet reach
 Learning's throughout the research

 Product Selling Techniques.

 Bargaining techniques.
 Learnt to Work in Teams.
 Understood a completely new culture of
Grasim.
 Learnt to maintain daily Reports.
 Following Managers’ Instructions.
 Publicity and Advertising Techniques
 Sales Promotion Techniques.
 Recommendations to Improve Branding

 Increase expenditure on Advertising and

Publicity.
 Need to learn from competitors such as
Johnson & Johnson.
 Price correction if possible.
 Increase quota for samples.
 Associate a celebrity with a product.
 Proper Management of Inventory so as to avoid
stock outs.
 Fresh Advertisement campaign required.
 Bibliography

Books:
C.R Kothari
Philip Kotler

Websites:
grasim
adityabirla/birlacellulose

Other Sources:
EBSCO Online
Oxford University Press
Thank You