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 ―Study of Alternate Channels to Promote Kara Wipes in Jalandhar Market‖Summer Training Project Report submitted in partial fulfillment of the

requirements for the Master of Business Administration Management, APEEJAY Institute of Management Technical Campus Batch: 2012-14 Project Mentor: Prof. Parul Nanda.  The purpose of my study was to ―find out different channels that can be used in promoting and maximizing the sales of Kara in major markets of Jalandhar. This study is incomplete without the interaction with its main coordinator, I also interacted with many commuters of different cosmetics, general stores and medical stores covering various major markets of Jalandhar such as Rainak Bazar, Atari Bazar, Bhairo Bazar, Garha Market etc.It helped in gauging the expectations of retailers as well as the expectations of customers through retailers to reduce the gap between expectations and realistic presence of the product. I sampled Kara in major markets of Jalandhar 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.  In last few years, the growth and development story of India has seen different stages. From the time of independence to 1991, the time of liberalization in India and then to the twenty first century, the markets have shown tremendous changes. Today consumers have got the power and the income to spend on products. Different firms entered in the market and lost but many succeeded and make their mark. All the markets starts with nascent stage and later grow to its maturity, same with the wipes market which is in its nascent stage in India now but the potential is high if explored Kara is a brand name of Wet wipes from the house of Grasim Industries, Aditya Birla Group. Among its different variants, Refreshing facial wipes are the most selling wipes in the consumer market. My project title was ―study of alternate channels to promote Kara in Jalandhar 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, Estonia, Good Look, Freshia, Mizz Refreshing and last but the least the Chinese wipes products. For brand promotion and widening the horizon for the new products launched by the company I sampled Kara in almost all major markets and malls of Jalandhar which also resulted into generating the awareness of the brand and it provided a chance to the people to use Kara at free of cost first time. Once they are fond of the product, they will voluntarily buy the product and will become its regular user. In my later stage of training, I was assigned to

understand the operations of the company by visiting almost all markets in Jalandhar. For the purpose, I visited more than 140 shops and took orders from retailers of the company.  TABLE OF CONTENTS CHAPTER –1  INTRODUCTION  SCOPE OF THE STUDY  OBJECTIVE OF THE STUDY  RELEVANCE OF THE STUDY  TEAM CONSTITUTION  ACHIEVEMENT AND RECOGNITION CHAPTER – 2  SUMMER INTERNSHIP PROFILE  STUDY OF ALTERNATE CHANNELS TO PROMOTE KARA WIPES  USE OF SOCIAL MEDIA TO PROMOTE KARA WIPES  INDTRODUCTION ABOUT ADITYA BIRLAGROUP  HINDALCO INDUSTRIES  IDEA CELLULAR  ULTRATECH  GRASIM INDUSTRIES  BIRLACELLULOSE  ANALYSIS OF INDIAN WIPES MARKET  COMPETITION ANALYSIS OF KARA WIPES  SWOT ANALYSIS CHAPTER – 3  RESEARCH METHODOLOGY CHAPTER – 4  DATA ANALYSIS CHAPTER – 5  RECOMMENDATIONS AND SUGGESTIONS CHAPTER – 6  CONCLUSION

CHAPTER – 7  ANNEXURE  BIBLIOGRAPHY  MY LEARNING FROM SUMMER INTERNSHIP LIST OF FIGURES  FIG 1: USE OF WET WIPES  FIG 2: MARKET SHARE OF WET FACIAL WIPES  FIG 3: FREQUENCY OF USE OF WET WIPES  FIG 4: PREFERRED PLACE TO BUY SKIN CARE PRODUCTS  FIG 5: RESPONSE ABOUT IDEAL PACK  FIG 6: RESPONSE ABOUT IDEAL PRICE FOR A MEDIUM SIZE PACK  FIG 7: PURPOSE OF USE OF WIPES  FIG 8: PERCEPTION OF CUSTOMER TOWARDS THE CONCEPT OFWIPES  FIG 9: AWARENESS OF KARA WIPES  FIG 10: MEDIUM MADE AWARE ABOUT KARA WIPES  FIG 11: SATISFACTION LEVEL TOWARDS KARAWIPES  FIG 12: INFLUENCIAL ATTRIBUTES OF KARA WIPES  FIG 13: ATTRIBUTES LEAD TO DISLIKE KARA WIPES  FIG 14: ATTRIBUTES THAT DIFFERENTIATE KARA FROM OTHER BRANDS  FIG 15: WOULD KARA BE RECOMMENDED BY CUSTOMERS  FIG 16: GENDER DISTRIBUTION OF CUSTOMERS  FIG 17: AGE DISTRIBUTION  FIG 18: SHARE OF INCOME CLASS  FIG 19: PROFESSION DISTRIBUTION 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 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 fiber, 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 Jalandhar to create awareness about the product and give the commuters opportunity to use Kara wet wipes free of cost for the first time approach. I was fortunate enough to get this opportunity to work with such a multinational incorporation. As the group quotes its tagline, ―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 Jalandhar, 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. The main purpose to conduct this marketing research is to find out the perception of the consumer towards the new concept of the skin care wet 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. Purpose of the study The objective of project was ―To take measures for maximizing sales opportunities and promote Kara in Jalandhar 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.  Achievements/Recognition :Post the sampling activity, I was assigned to visit retailers to take orders from retailers keeping Kara and place the product onto new counters for the increment of sales as well as awareness. I

by what kind of person. multipurpose cell phones. ad skipping digital video recorders.got appreciation from Area Sales Manager for high worth of order in a day and continuous placement of the product onto new counters. and where and when.  Chapter-2  Detailed Introduction of about the Topic  (Summer Internship Profile1) Modern Trade Management deals with malls and shopping complex where thousands of customers come daily to buy household items. all the small retail shops are focused where I had to see if Kara is already available with them. Marketing communications also perform many functions for consumers. they must do so in an increasingly tough communication environment. and even whether they choose to process them at all. Consumers can learn about who makes the product and what the company and brand stand for.2)General Trade Management In this profile. and things. and portable music and video players have forced marketers to . and they can get an incentive or reward for trial or usage. Technology and other factors have profoundly changed the way consumer process communications. I chose places like malls and major markets where I had to intercept respondents and request them to take part in the research. Kara is available at almost every mall in Jalandhar however internees under this profile have to check inventory levels of product. visibility. places events. sufficient inventory levels are maintained etc.3) 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. The rapid diffusion of powerful broadband internet connections. are the retailers happy about the response of the product. brands. Although marketing communications can play a number of crucial roles. They can tell or show consumers how and why a product is used. I had to market the product to such retailers and clarify any doubts which retailer has about the product. Also there were many retail shops which didn‘t have any wet wipes and were apprehensive about keeping the product. Marketing communications allow companies to link their brands to other people. customers‘ reaction on seeing the product etc. They can contribute to brand equity by establishing the brand in memory and creating a brand image as well as drive sales and even affect shareholder value. placing of the product as compared to competitor products. feelings.  The company and its brands and are a means by which it can establish a dialogue and build relationships with consumers. experiences.

branded apparel. fertilizers. metals. BPO and IT services. and is an easy. We can create a catchy. Facebook Offers recently rolled out the new Facebook offers for fan pages. Global in vision. aluminum. the then Chairman of the Group. and use of any non-traditional channel of promotion can differentiate us from our competitors and we can attract the potential customers. cement and chemicals. Next. As a final step. The origins of Aditya Birla Group can be traced back to the 19th century when Seth Shiv Narayan Birla started trading in cotton in the town of Pilani. photos and links in your fans‘ news feeds. put the group on the global map. add an image that is recognizable in thumbnail form and represents our offer at a glance. Sales promotion tools  Using Social Media Channels to Promote Kara The main challenge in this era is to stand out from the crowd. viscose filament yarn. After Aditya Birlas . Malaysia. cement. fun way to promote the brand. the largest refiner of palm oil. He set up 19 companies outside India. strong headline – remember. Fans redeem Facebook offers via their smart phone or from an email that‘s mailed to them after they get the offer. the group attained new heights and it became worlds largest producer of viscose staple fiber. which is a free service for Facebook page administrative. The Facebook offers feature is as easy as posting a status update. Indonesia. market capitalization of US$ 23 billion. chemicals.000employees belonging to over 25 different nationalities on its rolls. In 1969. The group has diversified business interests and is dominant player in all the sectors in which it operates such as viscose staple fiber. in Thailand. telecom. The group has an annual turnover of US$ 24 billion. One of every nine people on earth log on to social media channels every day and spend 700 billion minutes a day sharing content on social media. rooted in values. Aditya Birla. insulators. and has over 100.rethink a number of their traditional practices. expanded the group and set up industries in critical sectors such as textiles and fiber. the Group is driven by a performance ethic pegged on value creation for its multiple stakeholders. the third largest producer of insulators and the sixth largest producer of carbon black. carbon black. Kara needs a social media component. the offer will be competing with lots of other status updates. These dramatic changes have eroded the effectiveness of the mass media. In the early part of the 20th century. the Philippines and Egypt. add fine print or terms and conditions to avoid misconceptions if our customers have. Under Aditya Birlas leadership. Groups founding father. service. Here are five fun ways to promote the product on social media channels.  Aditya Birla Group is India‘s first truly multinational corporation. Rajasthan. Ghanshyamdas Birla. financial. or may potentially lose the attention of over 750 million social media users.

Among the top three supermarket chains in the retail business Global Presence of the group Aditya Birla Group has many subsidiary companies across the world.A.Australiao Aditya Birla Minerals Ltd. to keep experimenting. Laoso Birla Laos Pulp and Paper Plantation Company Ltd.Eo Alexandria Fiber Company Chinao Liaoning Birla Carbon Canadao AV Cell Inc. Rock solid in fundamentals.000 employees. Luxembourg. the Aditya Birla Group nurtures a culture where success does not come in the way of the need to keep learning afresh. Australia. Indonesia. The second largest player in viscose filament yarn. the Aditya Birla Group is in the league of Fortune500. Canada. Bangladesh. Hindalco-Novel is is the largest aluminum rolling company.  Switzerland. Vietnam. Singapore. Hungary. Dubai. Globally the group has proved its mettle A metals powerhouse. Egypt. Indonesiao PT Indo Bharat Rayono PT Elegant Textile Industryo PT Sunrise Bumi Textileso PT Indo Liberty Textiles  PT Indo Raya Kimia Egypto Alexandria Carbon Black Company S. France. belonging to30 different nationalities. among the worlds most cost-efficient aluminum and copper producers. Diversified Businesses Aditya Birla is organized into various subsidiaries . Malaysia and Korea.o Thai Peroxide Philippineso Indo Phil Textile Millso Indo Phil Cotton Millso Indo Phil Acrylic Mfg. Laos. the Group holds a frontrunner position as A premier branded garments player. Brazil.1 in viscose staple fiber The fourth largest producer of insulators. In India.2 billion corporation. with the largest single location copper smelter No. It has its presence not only in Asian countries but also in European and African countries. UK. Philippines. Among the worlds top 15 and India‘s top four BPO companies In India. It is one of the three biggest producers of primary aluminum in Asia. Germany. USA. The fourth largest producer of carbon black The eleventh largest cement producer globally and the second largest in India Among the best energy efficient fertilizer plants. The Group operates in 25countries — India. Italy. Thailando Thai Rayono Indo Thai Syntheticso Thai Acrylic Fibero Thai Carbon Blacko Aditya Birla Chemicals (Thailand) Ltd. Thailand. the Group has been adjudged "The Best Employer in India and among the top 20 in Asia" by the Hewitt-Economic Times and Wall Street Journal Study 2007. Myanmar.  Among the top five mobile telephony players A leading player in life insurance and asset management. A US $29.o AV Nackawic Inc. Over 50 per cent of its revenues flow from its overseas operations. China. It is anchored by an extraordinary force of 130. Corp. The second largest in the core alkali sector.demise his son Kumar Mangalam Birla took over the charge of the group and under his leadership the group has sustained the significant position in the sectors in which it operates.

making the combined entity the worlds largest rolled. On May 15. Modern retail(under the More brand of Supermarkets. Hindalco is a Fortune500 company. On 16 Dec 2001 three tribal people were shot dead because they were opposed to the project. 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. and itowns mines in Australia. Cast copper rods. financial. fertilizers. chemicals.  Services. rolled products.aluminum producer. carbon black. It owns the Birla Cellulose brand. telecom. It is a dominant player in aluminum and copper. On February 11. It is a major supplier to several major automobile tyre manufacturers worldwide. It operates out of India also such as in Laos. viscose filament yarn. Grasim. Its manufacturing locations are primarily in India. But the project has faced massive protests from locals.  Carbon Black The Group is the fourth largest manufacturer of Carbon Black worldwide. Hindalco has also recently acquired Alcans stake in the Utkal Alumina Project Joint venture in Orissa. the company entered into an agreement to acquire the Canadian company Novelis for U$6 billion. branded apparel. Thailand. Textile Business The Aditya Birla Group is the worlds largest player in the Viscose Staple Fiber industry. insulators.2007. Its subsidiary. Aditya Birla Nuvo. and also under the Trinethra. India. cement. the acquisition was completed with Novelis shareholders receiving $44. The Group consists of four main companies. is a major producer of . Thailand. These are Hindalco. wire rods. India and China. It operates out of facilities in Egypt. roofing sheets. Together the two companies under the group account for a substantial share of the cement market in India. viscose filamentyarn businesses and spinning mills at several locations all over India and SouthEast Asia. primary aluminum. Malaysia and China. which operate in various industry sectors through subsidiaries. Apart from viscose staple fiber. it makes alumina chemicals. UltraTech announced an increase in sales by 18% and Profit after Tax by 42% for the quarter ending March 31.that operate across different sectors. Madura Garments. 2012. BPO and IT services.93per outstanding share of common stock. the group also owns acrylic fiber businesses in Egypt and Thailand. alloy wheels.Non Ferrous MetalsThe groups non-ferrous metals are under Hindalco. and UltraTechCement. UltraTech cement comprises the erstwhile cement business of L&T which was acquired by the group. Cement The Group has two subsidiary companies in cement sector named as Grasim and UltraTech cement. non-ferrous metals. sponge iron. Among these are viscose staple fiber. 2007. and Fabmall brands until recently). joint ventures etc. copper cathodes and several other products.

Its focus is healthcare.  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 ‖. To embed corporate social responsibility as a way of life in organizations.Ltd. South-East Asia and Egypt In India. more than a million patients are given extremely subsidized medical care. Retail Beyond Business Transcending business for over 50 years now. carbon black. An additional 8. However the stakes of the remaining partners was eventually acquired by the group. a leading telecom operator in India. It operates company owned retail outlets in several cities in India and now planning to go to Pakistan as well. Portland blast furnaceslag cement. Rajashree Birla. rayon grade pulp. Of these. education. Fertilizers. Sponge Iron.textile fabric as well as the brand licensee of Louis Phillip.000children in Indias interiors.: Life insurance Birla Sun Life Asset Management Company Ltd. Portland pozzolana cement and grey Portland cement Samruddhi Cement: Cement Hindalco: Aluminum. IT (It owns PSI Data Systems Limited http://www.com). infrastructure and espousing social causes.  Other Business Apart from the above businesses. spearheaded by Mrs. Telecom Services Aditya Birla Group holds a 98. Financial Services(A joint venture with Sunlife) and more recently. viscose filament yarn. After an Initial Public Offering on the Indian Stock Markets. Idea Cellular now accounts for a third of the groups market capitalization. ITeS (It owns Trans-works and recently acquired the Canadian BPO Firm Minacs).000 children receive free education.000 students receive merit scholarships.:Mutual fund Aditya Birla . These include: Grasim: Viscose staple fiber. the Groups social projects span 3. Van Heusen and Allen Solly in India. 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. copper Aditya Birla Nuvo: Garments. Likewise at its 18 hospitals in India. The Group runs 42 schools.MAJOR COMPANIES The major companies of the Group are among Indias leading corporate.psidata. Chemicals. Idea Cellular started off as a joint venture with the group. which provide quality education to over 45.: Telecom Birla Sun Life Insurance Co. It reaches out to seven million people annually through the Aditya Birla Centre for Community Initiatives and Rural Development. the group is a major player in sectors like Insulators. textiles UltraTech Cement Ltd: Ordinary Portland cement. the Group has set up the FICCI – Aditya Birla CSR Centre for Excellence. textiles. AT&T and the Tata Group. cement.3% stake in Idea Cellular. sustainable livelihood. insulators Idea Cellular Ltd. Mining. over 18. chemicals. in Delhi.000 villages.

. :Application development .:  Iron and manganese ore mining.Quality Circle competition for South GujaratIndustries2007HARIHAR Poly fibers wins 2007 ―IMC Ramakrishna Bajaj award2008The President of India. for Indian and offshore investors Aditya Birla Money Limited:Leading player in broking space Aditya Birla Minacs IT Services Ltd. corporate finance and investment banking. in recognition for its continuous efforts in the field of sustainable development and environmentalpreservation.2003Birla Celluloses HARIHAR (India) unit bagged "TERI Corporate Environmental Award" for cleaner production.: Fluorine chemicals Essel Mining & Industries Ltd. knowledge process outsourcing Aditya Birla Finance Limited: Asset-based finance.Rajashree Birla 2009 Grasims pulp and fiber division wins the highly prestigious Asian CSR Award. Mrs.  Grasilene division – HARIHAR won ―Green-tech Environment Excellence Gold‖ Award. Pratibha Patil confers the much coveted Rotary International Polio Eradication Champion Award on Mrs. capital market and treasury. a first time achievement in Asia. 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 year2009-2010 is awarded to Vikram Cement Works. Birla Celluloses KHARACH (India) unit was awarded "Green-tech Gold Award" for environmental excellence. Idea Cellular wins the Economic Times "Emerging Company of the Year Award for 2009".Money Mart Limited: Mutual fund distribution Aditya Birla Capital Advisors Private Limited (ABCAP):Private equity advisory and investment management.2004Birla Celluloses NAGADA (India) unit was awarded the coveted "Stockholm Industry Water Award".2010Hindalco ranked ninth across industries on Forbes Asia‘s Fab 50companies list of Asia‘s 50 most valued companies. nobleferro alloys REWARDS & RECOGNITION2002KHARACH unit won Chairman‘s Gold Award for manufacturing excellence. while keeping waste generation at its lowest.  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 Industries Ltd.maintenance and enhancement solutions Aditya Birla Minacs Worldwide Limited: Customer relations management (CRM). HARIHAR unit won ―Golden Peacock Environment Management‖ Award.2005KHARACH unit won PSU. integrated marketing services.

India in 1962.  An industry leader in aluminum and copper. along with captive power plants and coal mines. flat rolled products.1 in Asia Pacific for 2011. The acquisition of Novel is Inc. continuous cast copper rods and other by-products. extrusions and foil. extrusions. along with facilities for the production of semi-fabricated products. Hindalcos businesses — creating superior value Hindalco is one of the leading producers of aluminum and copper. Several units have gone a step further with an integrated management system(IMS). Our copper quality standards are also internationally recognised and registered on the LME with Grade A accreditation. Later acquisitions and mergers. from bauxite mining. the Aditya Birla Group was on the top of the league in their ―rankings of most loved companies‖. flat rolled products and extrusions. Birla Copper and the Nifty and Mt.078 crore) places us in the Fortune 500 league. 4 in the list of global top companies for leaders and No. silver and DAP fertilisers. in 2007 positioned us among the top five aluminum majors worldwide and the largest vertically integrated aluminum company in India. Our consolidated turnover of USD 15. in a study conducted by A on Hewitt. billets. combining ISO 9001. Our aluminum units across the globe encompass the entire gamut of operations. ISO 14001:2004 and OHSAS 18001 certified. wire rods. We have been accorded the Star Trading House status in India. Birla Copper. Established in 1958. The Aditya Birla Group is ranked No. Aluminum Hindalco‘s major products include standard and speciality grade aluminas and hydrates. Today we are a metals powerhouse with high-end rolling capabilities and a global footprint in 13 countries. such as gold. Fortune Magazine. Hindalco‘s aluminum metal is accepted for delivery under the High Grade Aluminum Contract on the London Metal Exchange (LME). The plant is backed by a co-generation power unit and a 742 MW captive power plant . The integrated facility at Renukoot houses an alumina refinery and an aluminum smelter. ISO 14001 and OHSAS 18001 into one business excellence model. redraw rods. the metals flagship company of the Aditya Birla Group is the worlds largest aluminum rolling company and one of the biggest producers of primary aluminum in Asia. Our copper unit. we commissioned our aluminum facility at Renukoot in eastern Uttar Pradesh. Hindalco Industries Limited. aluminum in gots. aluminum and copper products. 2011Business Today‘s Best Companies to work for in India‘s survey.  Our units are ISO 9001:2000. 72. Gordon copper mines in Australia.85 billion (Rs. namely. Its copper smelter is the world‘s largest custom smelter at a single location. produces copper cathodes. foils. strengthened our position in value-added alumina. alumina refining and aluminum smelting to downstream rolling. with Indal.

from 7. Gordon copper operation consists of an underground mine and a copper concentrate plant. The unit has captive power plants for continuous power generation and a captive jetty to facilitate logistics and transportation.Idea holds 16 per cent stake in Indus Towers. Indus Towers is the worlds largest tower company with over one . Fresh wrap kitchen foil and Freshpakk semi-rigid containers. Nifty and Mt. ISO14001:2004 (Environmental Management System)and OHSAS-18001:2007 (Occupational Health and Safety Management Systems). Hindalco‘s copper unit. A strong presence across the value chain and synergies between operations has given us a dominant share in the value-added products market. the operation produced copper cathode through the ferric leach process. It has acquired certifications such as ISO-9001:2000 (Quality Management Systems). fertilisers and sulphuric and phosphoric acid.  Idea Cellular Limited was incorporated in 1995. The Mt.5 million in March 2011. we have launched various brands in recent years — Ever last roofing sheets. a joint venture with other telecom majors Bharti Airtel and Vodafone.6 per cent. Birla Copper upholds its longstanding reputation for quality copper cathodes and continuous cast copper rods by assuring its management processes meet the highest standards.6 per cent revenue market share in nine service areas where it holds 900 MHz spectrum and which derive about 41 per cent of the industry‘s all-India revenues. which produces copper cathode. The unit has the unique distinction of being the largest single-location copper smelter inthe world. In 2004. is located in Gujarat. and now ranks third in terms of all-India wireless revenue market share at 13. The smelter uses state-of-the-art technology and has a capacity of 500. a copper concentrator was commissioned to provide concentrate for use at Hindalco‘s operations in Dahej. Its subscriber base has grown multifold. Birla Copper also produces precious metals. Both Nifty and Mt. heap leach pad sand a solvent extraction and electro winning (SXEW) processing plant. Until recently. Gordon have a longterm life of mine off-take agreement with Hindalco for supply of copper concentrate to the copper smelter at Dahej. The market positioning of Idea reflects the strength of its brand considering the fact that Idea added 11 out of its total 22 service areas in the past four years. Idea ranks second with23. Today. Gordon.000 tpa.37 million in March 2006 to 89.at Renusagar to ensure the continuous supply of power for smelter and other operations. and 3G in nine of these circles.  Copper Birla Copper. As a step towards expanding the market for value-added products and services.The Birla Nifty copper mine consists of an underground mine.Mines Hindalco acquired two Australian copper mines. it is a pan-India player with commercial 2G operations in 22service areas. in 2003.

The ‗What an Idea. and Youth Card covers the emerging youth segment. In radio.000 cell sites covering the entire length and breadth of the country. Idea TV. Idea won six awards at the Golden Mikes Awards 2011 and was adjudged the Advertiser of the Year. Idea enjoys a market leadership position in many of its operational areas. Idea‘s service delivery platform is ISO 9001:2008 certified. . Idea has also won a series of Digital Awards. it has been at the forefront through the adoption of bio fuels to power its base stations. and by employing satellite connectivity to reach inaccessible rural areas in Madhya Pradesh. for instance the Women‘s Card. Tariff plans have been customerfriendly. Besides. The company has over 3. Sirji‘ ads have won four Effies from 2008-2010. Idea was adjudged the ‗Emerging Company of the Year‘ by The Economic Times.714. including a voice portal Say Idea. voice chat and instant messenger. making it the only operator in the country to have this standard certification for all 22 service areas and the corporate office. Achievements Idea has won numerous awards and is the only Indian GSM operator to win the prestigious GSM Association Award consecutively in the best mobile technology category for the Best Billing and Customer Care Solution both in 2006 and in2007.lakh towers. is totalling to 98. In 2011 Brand Idea moved to the No.000 service centre servicing Idea subscribers across the country. Ideas biggest campaigns – "Break the Language Barrier "and "No idea – Get Idea" were ranked globally as the best brand campaigns2011 at MMA Global Awards and World Communication Awards. and there are many firsts to its credit. at the prestigious Avaya Global Connect Customer Responsiveness Awards 2010. even in the face of international competition. As a pioneer in technology deployment. making itone of the ‗Buzziest‘ brands in the country. and was the first company in India to commercially launch the next generation EDGE technology in Delhi in 2003.Ideas subscriber base as at the end of August 2011 according to the statistics. the biggest being the Yahoo Big Chair where it won Gold. Brand Idea has won many accolades for its innovative communication. catering to the unique needs of different customer segments. Idea has a network of over 70. London. It offers GPRS on all its operating networks for all categories of subscribers.441. Idea has been a leader in the introduction of value-added services.  Caters to the special needs of women on the move. IDEA Cellular has been recognized as the Most Customer Responsive Company in the Telecom sector. 4 position amongst all service brands in the Most Trusted Brands Survey conducted by Economic Times publication.

The resulting success has only reaffirmed UltraTech‘s desire to be a complete end-to-end building solutions provider. Birla White. The company‘s production facilities are spread across eleven integrated plants. fifteen grinding units. The stake was further increased to a majority stake in 2003 there by giving Grasim a pan-India presence and an increased market share. UltraTech is the 10th largest cement manufacturer in the world making it a significant global player. one white cement plant. UltraTechBuilding Products and UltraTech Solutions are the different profiles of UltraTech. UltraTech is India‘s largest exporter of cement clinker. Grasim acquired a stake in L&T Cement Ltd. UltraTech Cement is the country‘s largest cement clinker exporter. India. In2001. . UltraTech Concrete. with the objective of increasing its reach. This versatility has been a key competitive advantage for UltraTech over the years.each catering to varied needs. They also ensure better customer segmentation.  UltraTech‘s journey began almost three decades ago and throughout this journey. Different products are handled by different product groups. It has an annual capacity of 52 million tonnes. the demerger of L&T‘s cement business was completed and Grasim acquired a controlling stake in L&T Cement Ltd and the name was subsequently changed to UltraTech cement. winning the ‗SUPERBRAND‘ and POWER BRAND accolades and being recognised as a truly global organization. which in turn leads to better customization of product offerings and guarantees cent percent customer satisfaction. jetties. are a few that stand out. Product groups decentralise control and encourage innovation. and five terminals. with Samruddhi Cement Limited consequently being amalgamated with UltraTech Cement Limited in July 2010. In 2004. The cement business of Grasim was demerged and vested in Samruddhi Cement Limited in May 2010. Africa. It has grinding units. UltraTechs success is attributed to its diverse product offerings. UltraTech Cement Limited is India‘s biggest cement company and India‘s largest exporter of cement clinker based in Mumbai. bulk terminals and integrated plants all across the world. UltraTech Cement. Each mile stone in this journey is a cherished memory: becoming the largest cement manufacturer in India. The company is division of Grasim Industries. the focus has always been on providing customers with the best products and services. Europe and the Middle East. which are also known as profiles. UltraTech‘s inception can be traced back to the mid-1980s with the establishment of Grasim‘s first cement plant at Jawad in Madhya Pradesh. In September . catering to export markets in countries across the Indian Ocean. Such diverse presence across countries has helped UltraTech leverage economies of scale and enabled it to become a name to reckon with in the international market.

flyovers. Today. Birla Whites range comprises of Birla White Cement and other finishing products. It is a one stop shop designed on the "plan.  UltraTech Cement is the largest selling single brand cement in India and the largest cement clinker exporter. a wholly owned subsidiary of UltraTech Cement acquired management control of ETA Star Cement Company. along with its operations in the UAE. builders. Furthermore.  UltraTech Building Solutions (UBS) is a novel concept in the Indian Construction Industry. The sub brands of UltraTech Building Products are Seal & Dry.2010. vaastu services. out of which 2 are located in India and one in Sri Lanka. Portland Pozzolana Cement and Portland Blast Furnace Slag cement. Today. Xtralite and Power grout. The UltraTech brand houses its white cement products under the umbrella of Birla White. each of which offer a unique value proposition and cater mainly to specific requirements of large infrastructural projects. Collaboration is the key to UBS which houses renowned brands of building materials apart from its own cement. steel. The company has eleven integrated plants. namely paint. Hypercon. UltraTech Cement is the tenth largest producer of cement globally. which is based in the UAE. Colourcon. airports. House Layouts and Construction Cost Calculator. metro railways apart from residential and commercial structures. Thermocon. It also has 2 rail bulk terminals in India. bridges. thereby putting UltraTech on the global map. which offers home building solutions right from planning to completion. UltraTech is the most trusted and preferred brand of Engineers. widely used for interiors and . Super Stucco. UltraTech is used in vital structures like dams. 2 inUAE and 1 each in Bahrain and Bangladesh. Ready mix concretes of UltraTech operate under the mother brand of UltraTech Concrete. Bahrain and Bangladesh. UBS is based on a franchise model that caters to the building and construction needs of individual home builders as well as the entire building and construction fraternity. contractors and individual house builders. UltraTechs products include Ordinary Portland Cement. Stainless. UltraTech has 15 grinding units across the world: 11 in India. UltraTech Building Products manufactures and markets technologically reengineered products including dry mix mortars and blocks for the construction and infrastructure industry. UltraTech Concrete sub-brands are christened Fibercon. construction chemicals. 3 coastal terminals. Free Flow. build and support" philosophy. UltraTech Cement Middle East Investments Limited. also form a significant part of the offerings at UBS. Pervious and Décor. A basket of services like technical advisory. Fixoblock. It has a diverse presence across the globe. pipes and fittings. Readiplast. one white cement plant and one clinkerisation plant.

The VSF meets the stringent quality expectations of . walls and ceilings.  Grasim Industries Limited. Levelplast and GRC. This. More than 50 percent of Thai Rayons VSF throughput is directly exported to more than 20countries worldwide. VSF is widely used in apparels. employs the most modern technology giving it a competitive edge in the export market. Grasims VSF plants are located at Nagda in Madhya Pradesh.6 billion (FY2010). a man-made. Excel and Solvent Spun fibers. dress material. Joint Ventures (JV)Thai Rayon Promoted in 1974 by the Aditya Birla Group. along with Aditya Birla Nuvo can be considered as the flagship companies of the AV Birla Group. set up in 1996. with an aggregate capacity of 333. Kharach in Gujarat and Harihar in Karnataka. cement. respectively. with an aggregate capacity of 333. Grasim is India‘s pioneer in Viscose Staple Fiber (VSF). Nagda is its largest unit producing a wide range of VSF to suit customer.exteriors including flooring. Kharach The VSF plant at Kharach.Starting as a textiles manufacturer in 1948. The Aditya Birla Group is the world‘s largest producer of VSF. biodegradable fiber with characteristics akin to cotton. Star Cement is a leading manufacturer of cement in the Middle East. It is also the second largest producer of caustic soda (which is used in the production of VSF)in India. ranks among Indias largest private sector companies.27. a flagship company of the Aditya Birla Group. denier and colour and also second and third generation fibers like Modal. Thai Rayon is the sole manufacturer of Viscose Rayon Staple Fiber (VSF) in Thailand. Grasim is the largest exporter of Viscose Rayon Fiber in the country. knitted wear and non-woven applications. The sub brands of Birla White are Wall care. Bahrain and Bangladesh with an installed capacity of 3 million metric tons per annum. Its core businesses are VSF and cement. Grasim.975 tpa has a global market share of 10 per cent.975 tpa. As an extremely versatile and easily blendable fiber. 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. today Grasim‘s businesses comprise viscose staple fiber (VSF). Textura. with exports to over 50 countries.202 billion and a consolidated net profit (before extraordinary items) ofRs. commanding a 21 per cent global market share. which contribute to over 90 per cent of its revenues and operating profits. the basic raw material for VSF. Its operations are spread across UAE.  Requirements in terms of length. home textiles. HariharThe Harihar unit houses facility for manufacture of both VSF and rayon grade pulp. Nagda is also the largest producer of spun-dyed specialty fiber in the world. with consolidated net revenue ofRs. chemicals and textiles.

sulphuric acid along with captive power and steam generation facilities. Israel. Indonesia. Nagda is involved in the development of different generations of cellulosic fibers. 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. Research& Development Grasim has established a very strong R&D base covering different stages of the value chain such as: Grasim Forest Research Institute. Textile Research Application Development Centre (TRADC) at Kharach. Mexico. vertical integration into plantation. Philippines. Birla Jingwei Fibers Company Limited in China The JV with Hubei Jingwei Chemical Fiber Company Ltd. Birla Research Institute for Applied Sciences (BRI). is involved in addressing research and development related to downstream textile value chain comprising various fibers.customers in USA. manufacturing of ray on grade pulp and horizontal integration into production of principal raw material required for VSF production. Moreover. High Wet Modulus Fibers (Modal) and new generation Solvent Spun Fibers and Birla Excel. Turkey. processing. garments.000 tpa. This spread and scale of operations make the Groups VSF operations very cost competitive. the company produces a wide range of VSF in engineered specifications for textiles and non-woven applications. intermediate inputs namely CS2. With the capability to offer the entire range of cellulosic fiber under the umbrella brand of ―Birla Cellulose‖. Grasim has positioned itself as a dependable supplier of cellulosic fibers for ―Feel. Bangladesh and Sri Lanka. This will provide a low cost source for wood to meet future requirements of a green field pulp plant in due course of time. Australia. Comfort & Fashion‖ across global markets. Currently. To penetrate into niche market segments and to grow further. was formed in2006 for manufacturing VSF. etc. Thailand and Indonesia. Europe. further enhance its competitive edge.  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. yarns. Harihar is involved in R&D of forestry. South Korea. Canada. Pakistan. this plant has a capacity to produce VSF of 35. namely. Birla Lao Pulp & Plantation Limited in Laos To further strengthen the backward integration in pulp.PT Indo Bharat Rayon Marketed under the brand name of Birla Cellulose. the division has ventured into the production of high performance viscose fibers aptly named Viscose Plus. caustic soda. a NABL accredited Lab. Grasim is also the . Birla Lao has been formed as a JV with other associate companies for raising captive plantations at Laos.

Sources of competitive advantage Cost: Grasim is the lowest cost producer of VSF in the world.largest producer of Sodium Sulphate. detergent. their in-house engineering division enables us to grow in a most cost effective way. mainly in the polyester. Grasim set up a rayon grade caustic soda unit at Nagda in 1972. Rayon grade caustic soda is an important raw material in VSF production. All most all the intermediate inputs are captive. All units use state-of-the-art equipment and technology and are certified with ISO 9001 for quality systems and ISO14001 for environment management systems. Their research and development efforts are not limited to fiber stage alone but extend to entire textile value chain. It is the most integrated fiber producer with the chain stretching right from Forest to Pulp to Fiber to Yarn. This has since grown to258. Harihar.000 multi-brand outlets through which it reaches its customers. which are available in some of the largest retail chain stores. making it the country‘s second largest caustic soda unit.Nagda. Grasim Bhiwani Textiles Limited.cellulosic branded menswear.All the plants are located close to sizeable limestone mines and are fully automated to ensure consistent quality. four bulk terminals and 64 ready-mix concrete plants as on 30 June 2009. Technology: On technology front. with 11composite plants. Cement Grasim has grown to become a leading cement player in India. and is well known for its branded suiting‘s. glass and textile industries.000 tpa. India). Besides.000 tpa.  Chemicals Grasim has India‘s second largest caustic soda unit. a byproduct of VSF manufacture. Grasim ventured into cement production in the mid 1980s. setting up its first cement plant at Jawad in Madhya Pradesh and since then it has grown to become a leading cement player in India. While the plantation and related activity is carried out at Grasim Research Institute (GFRI. Grasim has a strong presence in fabrics and synthetic yarns through its subsidiary. they produce all the three generations of man-made cellulosic fiber‘s from an inhouse developed capability through research and development. Grasim and Graviera. Grasim caters to international fashion houses in the USA and UK supplying fabric to them for manufacturing of garments.India). the Product innovations are carried out at Birla Research Institute (BRI. Grasim‘s cement operations today span the length and breadth of India. a state of art ―Textiles Research& . To achieve a reliable and economical supply of this chemical. Grasim‘s strong nationwide retail network includes 50 exclusive showrooms as well as 200 wholesalers and 25. For value chain related activities. Textiles Grasim has strong nation-wide retail network and also caters to international fashion houses in USA and UK. 11 split grinding units. This chemical is widely used in the paper and pulp. with an initial capacity of 33.

 In 2008 the company launched Kara skin care wipes and Prim Home Care wipes. bio degradability and comfort to the wearer. Introduced for the first time in India. viz. through marketing offices. high moisture absorbency. That will translate into an annual growth of 10% over a 5-year period. Thailand. Puretta is targeted at today‘s mother. Markets: On marketing front. and Birla Excel. the Puretta product portfolio includes Complete Cleaning Wipes. marketing and informational support have enabled us to emerge as the most preferred supplier of VSF in world.Fiber is one of the oldest businesses of the Aditya Birla Group that commenced in1954. their reach extends to the entire globe. It comprises versatile subbrands. financial. These fibers have multiple applications including apparel. home textiles. Birla Modal. FMCG Sector is expected to grow by over 60% by 2015. dress material. Grasim Forest Research Institute — pulp to . Birla Viscose Plus. On a global level.Application Development Centre‖ has been established at Kharach. Our offerings whether from India. Modal and Excel have started penetrating in global markets. Their brand ―Birla Cellulose‖ is firmly entrenched in the market. logistical. Kara Skincare wipes is positioned as an essential skincare accessory. 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. Birla Viscose. the Groups R&D initiatives span the entire value chain. In 2009. China and Laos. The Group independently fulfils India‘s entire VSF requirements. India. Birla Modal & Birla Excel. Canada. Its production is spread across six countries. This marks the company‘s foray into the Indian FMCG market. GujaratIndia to entire textile value chain from yarn to fabric to garments. an Aditya Birla Group Enterprise has started its Consumer Product Division with various personal care & home care dry & wet wipes products. Birla Cellulose is the Aditya Birla Groups umbrella brand for its range of cellulosic fibers. Indonesia. Consumer Products Division of Grasim Industries Grasim Industries. Germ Shield Wipes and Skin Nourishing Wipes.1 billion and is the fourth largest sector in the economy. knitwear. Indonesia or China are all marketed under the mother brand ―Birla Cellulose‖ and sub brands Birla Viscose. Grasim entered the baby care segment with the launch of Puretta. non-woven etc. Thailand. their major strength is in spun-dyed fibers and now other specialties such as Non-woven. Their value added marketing services comprising of technical. The Indian FMCG market is of US$13. who opts for a contemporary and convenient lifestyle. With a strong focus on Research and Development (R&D). These brands offer a wide range of functional benefits such as soft feel. Birla Cellulose is a world leader in viscose staple fiber (VSF).

 Water conservation Birla Cellulose Viscose is highly environment friendly. and reaping maximum results from this limited resource. The efforts towards integration and selfsufficiency are as follows: Backward integration into pulp and plantation. comforting and elevating.Fibers from nature contributing to a green world Preserving our environment has always been the inspiration behind Birla Cellulose. An integrated outlook Birla Cellulose is growing by leaps and bounds through both organic and inorganic route. Birla Cellulose . 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. Thus significantly contributing to conservation of land.  Attributes of Birla Cellulose Natural: Soothing. A fashion catalyst: A hint of Birla Cellulose in your wardrobe brings in the glamour that differentiates between mundane and fashionable.plantation research. The yield of Viscose is seven times that of cotton for the same land area. It is extremely bendable hence enhancing the realms of possibilities in clothing. The circle signifies the cycle of nature and sustain ability. they are a renewable resource of nature. In house manufacturing of all major chemicals and auxiliaries used in VSF manufacturing. Land conservation Efforts are on to encourage tree-farming practice on marginal. therefore. Every kilogram of viscose produced saves 200 buckets of water when . Birla cellulose exhibits all qualities of its source nature. Birla Research Institute for Applied Sciences — pulp to fiber research. is timeless and shall always remain in vogue. 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. Timeless: Just like nature. Nature is the source of Birla Cellulose and herein the inspiration of our logo lies. 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. what other than nature could be the origin of Birla Cellulose.  Textile Research & Application Development Centre (TRADC) — value chain from fiber to garments / made ups "Nature is the genesis of all that surrounds us. sub-marginal and fallow lands to the best advantage of the country. Stylish: The drape and fall of Birla Cellulose with its natural inheritance is a fashion statement. Versatile: Birla Cellulose combines the best properties of all fibers. Fibers from Nature is our theme and our message: Leaves fall and grow all over again. Captive power plant at all locations.

Most of the other wet wipes in the market today are made from Polyester-Viscose blended non. extra oils from the skin without scrubbing it. . While the usage of baby wipes is growing in India. it meets the ecological requirements set for baby articles.e. It doesn‘t wither when rubbed hard and doesn‘t leave lint on facial skin or stubble. While Puretta is made up of non-woven fabric which absorbs sweat.compared to cotton. Since Puretta (meaning pure and diminutive) is made from Birla Cellulose. Product portfolio includes Complete Cleansing Wipes. breathability. Puretta fills this gap with its three distinct variants. 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. Birla Cellulose: The perfect blend Birla Cellulose fibers are the perfect blend with all types of fibers.woven fabric or paper. aiming to satisfy the need of Smart Mom‘s. i. Polyester is not skin friendly and its repeated use on the skin is not advisable. comfort and stretch Birla Cellulose-elastane Offers excellent sheen. These wipes are safe for the baby‘s delicate skin as they are alcohol free. Hygienic. Characteristics of Puretta Baby Wipes Safe for baby‘s skin. 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 This variant is environment friendly and results in conservation of water throughout the value chain. hygienic. comfort and stretch 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 in2009. there is limited access to quality products at the right price points. Paper tissues tear off when rubbed over skin and leave lint on face in a way that can often embarrass the user. lustre and skin friendliness Birla Cellulose-elastane Offers excellent sheen. and are primarily regular wet wipes that do not serve the specific needs of baby care. hypoallergenic and dermatologically tested. soothes the baby‘s tender skin with its soft and nature-friendly properties. Germ Shield Wipes and Skin Nourishing Wipes. Thus it preserves one of the most valuable natural resources. It is Okeo Tex certified. Most of the products available today are imported.

Most of the other wet wipes in the market today are made from Polyester-Viscose blended nonwoven fabric or paper.  Skin Nourishing Wipes Skin Nourishing Baby Wipes keeps the baby‘s skin soft and nourished always. Wipe entire body to keep baby clean and fresh at all times. For cleansing in the absence of regular bath while travelling or in winters. Provide soothing relief. It is a smart way to clean the baby completely anytime & anywhere. Enriched with Lavender extracts. tethers and toys. it leaves a protective layer of moisture on the baby‘s delicate skin. Essential to clean baby as he/she gains mobility and crawls on surface that may be contaminated.  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. Polyester is not skin friendly and its repeated use on the skin is not advisable.Hypoallergenic Dermatologically tested. Paper tissues tear off when rubbed over skin and leave lint on face in a way that can often embarrass the user. And it is used for protecting the babies from germs throughout the day with natural antiseptic properties. After play time. And it is used for following: Essential to keep baby‘s skin soft and nourished always. It doesn‘t wither when rubbed hard and doesn‘t leave lint on facial skin or stubble. While Puretta is made up of non-woven fabric which absorbs sweat. For complete baby care. A smart multipurpose option for not only sanitizing baby‘s hands and mouth but also utensils. After bath and during dry season. anywhere. Alcohol free. neck and back area. It is used for following: Every nappy or diaper change. With mild fragrance Convenient. before food . day or night. It is basically used on baby‘s nappy area and can be used on complete body of a0-3 years of babies. While travelling or exposure to air-conditioning at home v Germ Shield Wipes Germ Shield Baby Wipes contains antiseptic properties to protect the babies from germs always. It is basically for babies of age 0-3 years but can also be used for older children with sensitive skin.  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. Enhanced with Mineral oil and Pear extracts. face. A smarter way to keep the baby‘s skin nourished anytime.hassle free cleaning and application of lotions without using towel or cotton balls Portable With optimized efficacy. anytime and anywhere. extra oils from the skin without scrubbing it. It is used on baby‘s complete body especially hands. It is a good add-on or occasional substitute for baby oil massage. it leaves the baby‘s skin refreshed. feet. after a bath or even during the dry season.

It can be used to wipe the utensils and cutleries. To sanitize baby‘s utensils. Kara Skincare wipes is a new product to hit the Indian market. Clinically tested. 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. In India. These sanitizing wipes are extra tough on germs. tethers and toys. Kara Skincare wipes can be called as India‘s first branded skincare . killing 99. our hand sanitizing wipes provide convenient protection anywhere.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 an excellent product for anybody seeking hygiene and prevention from infections . 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.1% Triclosan which is sufficient to give required anti bacterial properties. Kara a complete range of skincare wipes. The wipes contain 0. There is no product in the market in this category but Scrotch brite is there which is seen as the substitute of the product. Introducing for the first time in India. but all of them are alcohol based. Triclosan is one of the antibacterial and antifungal and even toothpaste. Though there are few companies who manufacture sanitizing wipes. Rub-in gel sanitizers cannot remove stain marks or dirt but sanitizing wipes are very efficient in cleaning hands. Grasim Industries outsource Triclosan from vivimed Labs based in Hyderabad.  HANDYS . PRIM Home & Kitchen Care Wipes PRIM is basically dry wipes used in Kitchen and various multipurpose household works. Handys is the only sanitizing wipe which is Triclosan based and as sufficient as alcohol in killing germs. dust and heat. There are two packs available in the market one is three wipes pack and the other one in five wipes pack.9% of germs. One wipe can be used for at least a month in the kitchen. containing moisturizers. It is gentle on hands.Hand sanitizing wipes Handys hand sanitizing wipes have been shown to clean and sanitize hands more effectively than rub-in gels. aloe vera and silicones.and especially while travelling. anytime when soap and water are not available.  It is not easy to look beautiful all the time and it gets even harder when you are out of home with pollution. 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. The brand is now running heavy print campaign announcing the launch.

They are alcohol free and dermatologically safe. Kara wipes were highly effective with unique formulations having natural ingredients that nourish the skin. moisturizing. Kara has a good potential to create and own a new category. The brand already has the first mover advantage. The brand aims to create a new category of wipes in India. It can face stiff competition from cheap imports.  Also Kara is loaded with lotions for different application like deep pore cleansing. Skincare wipes are popular in the west but in India the category is a new one. Rose and Thyme are well known to have toning properties – used in Toning Wipes. These wipes are easy to carry and use. The brand also marks Aditya Birla Groups foray into the Indian FMCG market. convenient and effective skincare solution to the consumers on the go.wipe product. 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. Rejuvenating the skin is a natural property of mint oil and cucumber coupled with aloe Vera for skin nourishing – in refreshing wipes. it‘s the first time that an Indian company enters this segment Kara means care. The only task is to inculcate the habit of buying and using the wipes. One is the climate which necessitates such a product and Second is the growing number of lady professionals. Jojoba and Avocado unclogs pres. Although Indian consumers are familiar with the products which are imported. sunscreen and make up remover. cosmetic and chemist outlets and modern retail. toning. Lavender cleaning and relaxing properties while Seaweed has nourishing effect on skin – both used for makeup removal wipes. detoxes and exfoliates dead skin in Deep Pore Cleansing wipes. Raw Material Used for KARA . 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.  Kara is readily available pan India at superstores. The brand is being promoted as the anytime solution to look good. The brand has the tagline ―At your best always‖ this clearly communicates the core brand positioning. This task is cut out for Kara since the customer is already exposed to such products. a fiber that is 100 % natural and biodegradable Compactly packaged and pre-moistened Kara skincare wipes give a hygienic. But the category does not have much entry barriers. 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. Kara is made from Birla Cellulose. Hence the challenge is to educate the target audience about the usefulness of this product. The product is relevant in the Indian market for two reasons.

Kara is made of 100% Viscose.1. this once incurable problem has found an extremely simple answer. ageless and healthy skin. sun. 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. which one does not realise till the effects start showing in the form of wrinkles and sagginess. Viscose is Purer & Softer and more absorptive than Cotton. The material is non-woven fabric which absorbs sweat. Most other wet wipes in the market today are made from Polyester-Viscose blended non-woven fabric or paper. Each skincare wipe has 80% aqua loading which is transfer red to the skin. which serve as antioxidants. thanks to the advanced skin wipe technology from Kara. Paper tissues tear off when rubbed over skin and leave lint on face in a way that can often embarrass the user. What you could not do so far through the day is now possible as many times as you want. Polyester is not skin-friendly and its repeated use on the skin is not advisable. A steady dose of antioxidants through the day helps in preventing skin ageing. acne and pimples. Each Kara wipe has natural ingredients like avocado. wind. It doesn‘t wither when rubbed hard and doesn‘t leave lint on facial skin or stubble. VSF is 100% Natural and 100% Biodegradable. This three step action was always a very critical need for the skin.2. and with the revolutionary wipe format of skincare. Additionally.3. To take care of this. aloe Vera and almonds etc. These react with the skin to deplete skin proteins (collagen) and thus weaken the skin substrate to cause a slow continuous ageing. temperature. gives it essential hydration and replenishes the vital nutrition of the skin can be done in one easy wipe. a mesh like structure of the easy-to-carry around wipe . it has enabled women to rectify dull sagging skin all through the day. Nourishment: Antioxidants are substances that combat free radicals. A critical three step action which cleans your skin. Its unique innovative three step action that is set to change your skincare routine. and thus nourish the skin constantly to gradually reveal flawless glowing skin. extra oils from the skin without scrubbing it. With a new innovative product range of Kara ™ Skincare Wipes rich in natural extracts. How do we prevent this? The answer lies in a regular dose of nourishment for your skin that is rich in anti oxidants. and ensure that the skin stays young and vibrant all though the day. and stress during the day. every skincare wipe has fibrils on its surface which ensure thorough cleaning of the skin pores when they come in contact with the skin. Hydration: The benefits of water in preventing skin ageing and dullness are well established. ensuring a rich. 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. and thus help reverse the process of ageing.

detoxifies and thoroughly exfoliates dead skin cells. It is also fortified with vitamins for skin . KARA skincare wipes in 2008. The brand is targeting the young lady professionals who often need to meet lot of people.e. According tore ports. is the first time that an Indian company entered this segment. Enriched with Jojoba and Avocado extracts. But with Kara skincare wipes in your bag. What‘s more they are made from Birla Cellulose. it unclogs pores. It is basically a solution to skin care regime out of home– a convenient way to be at your best always.  Hassle free application of lotion without using cotton balls. you can now take care of your skin even when you are on the go.helps to hold just the right amount of lotion for one time usage. grime and excess of oil. Hygienic. Hence the challenge is to educate the target population about the usefulness of this product. The plant layout is approved by FDA and manufacturing activity takes place under stringent conditions that ensure user safety and hygiene. wipes market is worth around Rs. Kara skincare wipes are the India‘s first branded skin care product. Aditya Birla Group launched this product i. 100 per cent natural and biodegradable. Alcohol free. It is enriched with antioxidants like plum extract and vitamin E that nourishes the skin and Aloe Vera that keeps the skin moisturized. effective way to clean your skin of dirt. Dermatologically safe. and a superior applicator technology that regulates the uniformity of lotion absorption into the skin. Make Kara skincare wipes a habit . these wipes are easy to use anytime and anywhere. Therefore. Kara skincare wipes are positioned as an essential skincare accessory. Gujarat. v 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. a fiber that is 100 per cent natural and bio degradable. Portable Optimized efficacy. These types of products are very popular in west but in India the category is new one. the right amount of skincare at the right time is the Kara way of doing skincare. The brand aims to create a new category of wipes in India. forever! Manufacturing Facility of KARA Kara wipes are manufactured at the company‘s plant at Kharach. 30 crore (Source: Ginny filament Website). Assurance of ‗Aditya Birla Group‘Variants of KARA v Deep Pore Cleansing Wipes Kara Deep Pore Cleansing is a gentle. With the unique formulation of natural ingredients. Although Indian consumers are familiar with the products which are imported. Sometimes your hectic schedule leaves you with little time to take care of your skin.and see your skin rejuvenate and glow with health and beauty. The brand also marks Aditya Birla Group‘s foray into the Indian FMCG market. v Moisturising Wipes Kara Moisturising wipes is enriched with the goodness of almond and honey for beautiful radiant and glowing skin.

v 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.  Kara Refreshing wipes are enriched with Aloe Vera for skin nourishment and mint oil for effective freshening.According to reports. excess oil and grime from the face and neck and also leaves a lingering fragrance. dusting and floor cleaning. applications other than baby care now account for about 50% of sales in the wipes category. combined with modernization and increased consumer awareness. Yet. China represents more than 33% of the world‘s production. disposable wipes have gradually expanded to offer a wide range of new applications. It ensures effective cleansing to remove dirt. Western Europe is second with sales of $3.5 billion in 2009 to $5.  Spanning from make-up removal and deodorant wipes in personal care to floor and furniture cleaning products in household care.conditioning and is suitable for use right throughout the year. the baby‘s bottom. moisttowelettes. and is projected to grow from$4. Achieving strong double-digit growth year after year. v Refreshing Facial Wipes. growing more than 33% between 2008 and 2009. the category now assumes a major role in the personal care market. Classification of wipes based on application Wipes mainly cater into 3 categories:1. v Toning Wipes Kara Toning Wipes is enriched with Rose and Thyme extract that tighten the skin and maintain the normal pH balance.2 billion in 2014. Disposable wipes have evolved into a global business concept generating more than $5 billion in sales a year. replacing the traditional combination of cloth. North America continues to be the leading market. personal hygiene wipes and time-saving products like household cleaning wipes etc. More rapid gains will be linked to developing nations such as China and India.Personal Care wipes2.6 billion in 2009. the category has grown to include hard surface cleaning. during the past decade. In fact. Disposable Wipes Market Industrialization and urbanization has led to concentration of human settlement at urban centers. The growing use of wipes in industrial and consumer applications. Wipes started at the bottom or more precisely. has led to an increase of demand of wipes globally. allowing a greater number of folks to indulge in value added consumer disposable items like facial cleaning wipes.Household & home cleaning . make up applications and removal. 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. which is predicted to grow to $4. cotton and cleaning solution. Industrialization has also led to an increase in personal income levels and the consequential expansion of the middle class.5 billion in 2014. which are the hub of the commercial activities.

Convenient disposable wipes are now widely recognized as the preferred alternative.356 tonnes in 2009. wet wipes contributed around 71% of the total wipes market.  Global demand for wipes Pre-moistened or wet wipes are normally supplied to the consumer already wet or pre-moistened with a liquid.• Baby wipes: Baby wipes are wet wipes used to cleanse the sensitive skin of infants. alcohol and other active ingredients for a specific intended use. vitamins. In 2009.058 tonnes to be compared to 250. the total wipes deliveries in 2010. There are different types of cleansing pads offered by the beauty industry: makeup removing pads. choosing the right wipe for the job can make an enormous difference in terms of performance.7% compared to 2009. Over time. These are saturated with solutions anywhere from gentle cleansing ingredients to alcohol based cleaners. Rags and laundered cloths were once the all-purpose solution for wiping dirt and oils from equipment and hands. These kinds of wipes can be useful when you‘re doing outdoor activities. Baby wipes are typically sold in plastic tubs that keep the cloths moist and allow for easy dispensing. 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. dry wipes are predicted to gradually gain market share.• Personal hygiene: These are usually pre-moistened and come either individually packaged or in one larger container that can be resealed. especially during warmer weather. Some no-rinse wipes can even remove waterproof makeup.Industrial cleaning wipes As per the EDANA‘s report in 2010.wipes3. especially for personal care.• Cleansing pads: Cleansing pads are fiber sponges that have been previously soaked with water. efficiency and economy. The wipes can remove dirt and sweat before they settle into your pores. Normally the Industrial wipes are made from 100% Polyester. with the understanding that the consumer will add a liquid if needed. anti-spot treatments and anti-acne pads that usually contain salicylic acid. It is estimated at nearly 43% of the fiber consumed in spun lace. . while the dry wipes are supplied dry. 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. menthol and other treatments).: The personal care wipes market has increased by 15.• Viscose: It is another common fiber for wipes. amounted to 283.Cleansing pads for preventing infection are usually saturated with alcohol and bundled in sterile package.Raw materials for wiping fabrics:• Polyester: It is by far the most common fiber for carded technologies. growing from 29% in 2009 to 30% in2014. As per the application and wipes categories the blend percentage varies.

To create a flushable nonwoven product.Personal care wipes are used on very sensitive parts – baby care. It has to be very soft. viscose continues to be a dominant fiber in most spun lace applications. 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. Their portability and convenience. 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. Baby care may have marked the beginning of nonwovens market. Developed regions like the U. polyester being the major component. Wiping fabric manufacturers are working hard to make sure their wipes customers have lots of choices when it comes to environmentally friendly products. Wipes made from viscose fibers have all these properties and thus can be categorized has flushable products. facial wipes etc. Household wipes are generally made up of polyester and viscose blended fibers. coupled with the hygiene aspect of their single usage. smooth and silky. the right combination of strength. toddler wipes and facial wipes. Cotton has been enjoying a place in the private label baby wipes market. 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. Some of the categories where we can expect to see future growth are household cleaning wipes.• Cotton: Environmental consciousness combined with price increases and shortages in competing materials have created a strong market opportunity for cotton in the nonwoven industry during the past two years. Viscose fiber has all these properties and because of these properties viscose fiber is referred as ―art silk‖ in the textile industry. Western Europe and Japan will continue to lead the global wipes market because of the large affluent population and life style trends focused on time saving products. has made them very popular with all types of consumers. To be considered truly flushable the wipe must also be biodegradable. advertisers are targeting the hygiene habits of the young Indian male. particularly in the wipes market where the addition of cotton can boost absorbency and strength. Nonwovens industry producers have been working on developing wipes that will flush.S. despite a global supply shortage that has driven up prices. easy break up and dispersion is required. From baby wipes and facial wipes to disinfecting wipes for your countertop and a slew of automotive wipes to keep your 4-wheel―baby‖ . 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. In the never-ending drive to encourage consumer spending..

Birla Cellulose manufactures 98% of the Viscose Staple Fiber in India. in a report. a London-based market research firm. and Godrej Consumer Products Ltd launched brands in 2009 and extended their portfolios over 2010. Those companies that can combine cutting edge technology with the development of new and innovative ideas will survive in the long run. 4. 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.5 crores thus capturing 56%of the market. these wipes are designed for convenience.shiny and supple. although it is important to be cognizant of the challenges that will present great difficulties to many.‖ said Euro monitor. However the sector in India is currently fragmented and unorganized. estimates that 50 per cent of Indian men and women believe that physically attractive people have more opportunities in life. though their product can‘t be matched in terms of quality to Kara. whether that is for your own personal use or to deal with all those thankless jobs around the house and garage. 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. the Aditya Birla conglomerate is offering Kara – a new weapon in the battle against the sweat generated as boys go about their daily business. Sales of dedicated men‘s grooming products in India are estimated to be $500m a year. Wipes witnessed a surge in the number of players vying for consumer attention towards the latter half of the review period. Ginni filaments (Noida) also hold a strong position in wet wipes market. The disposable facial wet wipes market is estimated at Rs 8 crores.  Betting that rising incomes are persuading more Indian men to take better care of their appearance. In a fast paced world. and rising at 15per cent annually. The global market for wet wipes continues to grow. Kara holds a dominant position in market with turnover of Rs. The wipes in India are generally made of Viscose and Spun lace.―Rising affluence and greater consciousness of personal image and hygiene are expected to drive growth in both rural and urban areas. UK-based market research consultancy. while Johnson & Johnson (India) Ltd launched a baby wipes product line in 2010. Grasim Industries Ltd undertook intense brand activity in 2009 and 2010. so it is poised to do well against other local players as they would have to purchase VSF from it. 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. Data monitor. Private label players Apollo Pharmacy and Pantaloon Retail India Ltd heightened their brand . Others such as The Himalaya Drug Co.

6 and 10 per cent of the income is spent on disposable products. Birla Cellulose (Consumer Products Division of Grasim Industries). Worldwide. wet wipes are a $6-billion category. the swift emergence of national players such as Grasim Industries Ltd.0001 per cent. a majority of value sales growth in all wipes categories will be due to the entry and marketing push of national manufacturers. which has launched three brands in this category namely Kara. The Himalaya Drug Co. not an essential one. Competitive Landscape The stronghold of Tainwala Personal Care Products Pvt. so it is poised to do well against other local players as they would have to purchase VSF from it.With such products not being traditionally popular in the country. The disposable wipes market posted double-digit growth in 2008. The disposable wipes market in India faces stiff competition from cheaper Chinese imports. other product categories under personal wipes – including intimate wipes and cosmetic wipes – are expected to contribute more to wipes growth overall. fairly niche and nascent in India. In the US and Europe. The leading market research agency KSA TECHNOPAK conducted a market survey & discovered that there is a huge untapped potential for wipes in India. Though home care wipes and floor cleaning systems is not likely to see any major developments over the forecast period. it‘s a nascent category. so it will take awhile before there comes an inflection point. accounts for Rs 4 crores of the market. Ltd on wipes gradually waned over the latter half of the review period. Birla Cellulose manufactures 98% of the Viscose Staple Fiber in India. and private label players has caused disruption to its lead in both general purpose wipes and baby wipes.promotions through point-of-sale visibility in 2010.  The wipes in India are generally made of Viscose and Spun lace. who tend to rely more on disposable products when working in the kitchen or whilst travelling outside of the home. but in India. However. The company built on its first-mover advantage in the review period. it is 0. has grown to Rs 8 crores. In a similar trend to the review period.Consumer awareness about hygiene products increased as a result of increasing advertising. the category still relied on niche consumer segments or seasondependent sales. and a lifestyle item at that. . In India. Prospects Wipes constituted less than 1% of retail hygiene value sales in India in 2010.The disposable wet wipes market. Puretta and Prim for various purposes over the last couple of years. 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. and still commands 70% of all wipes value sales in India. price reductions and the launch of cheaper variants by manufacturers over the latter half of the year.

Other categories such as baby wipes and diapers are gaining market share in rural market. Godrej.5 million. India ranks close to breaking into top 10 markets in the world by retail value. The Indian tissue and hygiene market is very small and largely untapped. tissue and hygiene market can be considered as an urban phenomenon but the category has huge untapped potential in rural areas as well.8 million. The brand used BTL and ATL marketing tools which helped it to be recognised among its target audience‘s. Some of the categories such as toilet paper have market potential in urban market only. SKUs. 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. rural consumers rarely uses toilet papers. in categories such as beauty and personal care. Traditional barriers Cultural barriers to consumption have prevented the tissue and hygiene industry from scaling the growth heights achieved by other consumer goods industries. 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. With growing income of the consumers from rural India. 895. and the Tissue category has the market size of Rs 3. Still.6 million. One such initiative is taken by Birla Viscose brand . consumer appliances. As per Euro monitor International Report.Kara Skincare wipes. Euro monitor. homecare and retailing. Retail tissue and hygiene market size is Rs 18.2 million. rural market About 70 percent of India‘s total population resides in rural India. Lack of awareness in the category Traditionally in India. about the use of skin wipes. More consumer centric approach with small packs and lower price range . But India‘s global ranking in tissue and hygiene category is world‘s lowest in terms of value market share. the challenge for the brand was to educate and create awareness among its target audience – the young consumers. 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. as a new category in the tissue and hygiene care. At first. Untapped market potential As per the leading market research firm. Hygiene market size is Rs 12. 623. the market size of away-from-home tissue and hygiene segment in the year 2010 is estimated to be Rs 3. Johnson & Johnson. Urban vs. 454. the industry is focusing more on producing specific products. which was launched nearly four year ago in 2008. But in recent times we have seen that leading FMCG bands such as Proctor & Gamble. very few consumers are habituated of face wipes. Dabur etc with their economic product range has been successful in rural India. priced reasonably for these markets.115.

Hence the challenge is to educate the TG about the usefulness of this product. The product is relevant in the Indian market for two reasons. The brand already has the first mover advantage. many Chinese wipes are coming to India with their lower cost and trying to capture market of wipes as in many shops of wholesale market in Jalandhar. As with the name of Aditya Birla its market will definitely grow  There are many substitute of this product. Competitors Sound Wave Wet Wipes  Chinese Wipes Ginni Wet Wipes Good look Wet wipes Organic Wet wipes These foreign wipes are also trying to capture the market of wipes which is still untapped. Kara has a good potential to create and own a new category. It can face stiff competition from cheap imports. For Kara. towel. Competition is also raising in wipes market as the market of wipes is untapped in India. It clearly tells that Kara wipes are not only for women but are also for men as shown in the advertisement of Kara wipes. tissue paper etc. The only task is to inculcate the habit of buying and using the wipes. there is no bargaining power of supplier because its own parent company produces the . But the category does not have much entry barriers. This task is cut out for Kara since the TG is already exposed to such products. Some has direct competition of the product such as cheaper Chinese wipes. Simultaneously. Some are indirect competitor of Kara such as handkerchief. 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. Gini and Good Look have entered into the market with their low price wipes to capture the market share. 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. Estonia. Always "which clearly communicates the core brand positioning. As the advertisement with Anushka Sharma and Sharman joshi has also started which is also enhancing the sales of Kara. Competition Analysis of Kara Wipes Grasim Industries aims to create a new category of wipes in India . The brand is being promoted as the anytime solution to look good. Bargaining Power of Suppliers The main raw material used in making wipe is Viscose Staple Fiber (VSF) which is largely manufactured by the cellulose division of Aditya Birla Group.tissue and hygiene market can successfully establish themselves in rural market. it will also be able to tackle competition with it. AdityaBirla Group sells Viscose Staple Fiber to so many domestic and international companies those use this VSF in making of wipes and other products. Many domestic cosmetic as well as non-cosmetic companies such asJohnson & Johnson.. Low prices along with more wipes are being offered to wholesalers. wipes of Johnson and Johnson etc.

Hassle free application of lotion without using cotton balls. Alcohol free product5. On the other hand. Portable – It can be easily carried9.Weakness1. Standard of living. wipes market is like buyers‘ market rather than sellers‘ market. hygienic and Biodegradable produc10. Under the flagship of well known brand Aditya Birla Group2. a fiber that is 100 percent natural andbiodegradable. They are alcohol free and dermatological safe. customers have wide range of choice of product and have power to influence the price of the product. Good Look and different Chinese companies. Growing market of skin care products inJalandhar. The product is made up of pure viscose which has a 10 times better absorbing power than cotton. SWOT Analysis of Kara Wet WipesStrength1.4. Restaurants can provide KARA wet wipe to their customers forrefreshment. Jalandhar has one of the highest consumer expenditure for cosmetic market.5. Superior Quality8. These wipes are easy to carry and use.4. Kara.Opportunity1. Kara is made from Birla Cellulose.2. They are highly effective with unique formulations having natural ingredients that nourish the skin.13. Comparatively high price5. Irregular follow-up by the salesman is hindering the sales to go up.7. for other wet wipes manufacturer. Now. Convenient for customers to use in busy and any situations. Beauty Parlour – Opportunity came out for Kara is refreshing wipes and makeup removal could be used in beauty .3. Bargaining Power of Customers Being availability of different variants of wet wipes of different companies such as Johnson & Johnson. Bilt.  Retailers have very less margin as compared to other brands. Sipnz deodorant is in the high demand so customer gets free trial on purchase of every spinz which helps to promote Kara.2. Jalandhar is one of the fastest developing city in Punjab. convenient and effective skincare solution to the consumers on the go. Big Bazaar. Free promotion – Kara wet wipes have partnership with spinz deodorant. Dermatological Safe11. KARA hasn‘t been spending much on advertisement which leads to low level of awareness in market. Company has been focusing merchandising of KARA at potential stores like Papu Stores. status symbol & life style have been on rise thus pushing up such demand. Segmentation of specific wipes for specific purpose  Availability in seven variants which is maximum number of variants compare to its competitors4. Hotels have been on rapid rise in Jalandhar.14. No infrastructure in Jalandhar obstacle in operation.12. 100% Natural. Demand of wet wipes is high in hotels. Spencer etc. Best Brand – Compactly packaged and pre-moistened Kara skincare wipes give a hygienic.6.raw material. bargaining power of supplier is very high due to sole supplier of VSF.

6.3. Although abroad approach to the problem has already been developed.8.  Growing market of Skincare products in IndiaThreats1. Fresh Ones. makeup.7. Mystique. People are gradually getting acquainted with the western concept of wetwipes. High level of competition from main rivals like Johnson & Johnson. massage etc could add value to customer and in some of operation they could charge more from customers. The Chinese wipes have always gained a lot of popularity and it is very difficult to remove their mark from the customer mind. the nuts and bolts of implementing the approach. the research design specifies the details. A research design lays the foundation for conducting the project.parlour operations like facial. Huge untapped market.The study involves finding out present data of demand for . A good research design will ensure that the marketing research project is conducted effectively and efficiently.a) Exploratory: This type of research is done when objective is not known and it helps in providing insight and understandings to define a problem. Travel agency – KARA wet wipes is mostly used during travelling so travel agency can be targeted.9. KARA can target local branded beauty parlours. A Research Design is a frame work or blue print for conducting the marketing research project. Research is conceptual structure within which research is conducted.  Chapter-3  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. It is way to systematically study and solve there search problems.2. 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. It details the procedures necessary for obtaining the information needed to structure or solve marketing research problem. Climate of India is favorable for such products. It also involves formulation of hypothesis . body spa. Very new concept of wet wipes in India. cleansing. There are three types of research designs viz . Stiff competition from cheaper Chinese wipes. Gyms – KARA could be use in GYM for refreshment purpose of customer after exercise. Dove.10.

Descriptive Research Design had been used. usually market characteristics or functions.2) Observation methods: This method is used when the researcher uses his own judgment on behalf of respondent by observing his reactions and answers when they interact with each other. makes him aware of our objective and seeks his help in filling up the questionnaire. To determine the degree to which marketing variables are associated.  The major objective of descriptive research is to describe something. 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 been used for all commuters of retail stores and online as well. In this project. such as consumers. Some of the observation methods are: Telephonic Surveys. Observation method as well as survey method has been used. organizations. method of analysis.c) Causal: It helps in determining the cause and effect relationships. perception.skincare wipes and prospective buyers and consumers of the skincare wipes. Most commonly used scales are: a) Nominal: Numbers serve only as labels or tags for identifying and classifying objects. Attitude is a resultant of number of external and internal factors. b) Descriptive :Descriptive study is an extension of exploratory study and it contains people surveyed. The respondent answers each and every question thus giving his contribution to the study. 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. sales people. Manipulation of one or more independent variables is done to match with the objective of our problem. To estimate the percentage of units in a specified population exhibiting a certain behavior. providing more awareness and place the product properly as well as promote the brand and emerge as a good competitor in the market . To determine the perception of product characteristics. interests and preferences. The Descriptive research can be classified in two methods:1) Survey Methods: This method is used when the research directly corresponds the respondent. Scaling is applied to the attempts to measure the attitude objectively. data collection and analysis of problem. appropriate scales are designed. or market areas. In this project. Scaling is a technique used for measuring qualitative responses of respondents such as those related to their feelings. so that we can make strategies to establish our products in the market in a better way. dislikes. Mall intercept Mail surveys. Depending upon the attitude to be measured. likes. Only permissible operation on the numbers in a nominal scale is counting b) . Descriptive research is conducted for the following: To describe the characteristics of relevant groups. To make specific prediction. Research was done to find out Market feasibility of Kara skincare wipes.

The sample size for the study taken is 156 which includes online as well as online. general stores. of Jalandhar. including respondent self-selection. sampling frame. And probability sampling is further classified as: Simple Random Sampling Systematic Sampling Stratified Sampling Cluster Sampling In this study basically Convenience sampling i. cosmetic stores. 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. sampling unit. d) Ratio: Possesses all the properties of the nominal.e. medical stores etc. and interval scales. Sample Size: The data was collected through filling up the questionnaires. It has an absolute zero point In this project. Non probability sampling technique is further classified as: Convenience Sampling Judgmental Sampling Quota Sampling Snowball Sampling Probability Sampling– a sampling procedure in which each element of population has a fixed probabilistic chance of being selected for the sample. This study basically included . all the questions have been designed using Nominal scale. Convenience sampling is not representative of any definable population. sampling technique. Convenience sampling is the least expensive and least time consuming of all the sampling techniques. getting data from retailers and thorough market survey and market research study. ordinal. Many potential sources of selection bias are present. Convenience attempts to obtain a sample of convenient elements. In this type of sampling technique often the respondents are selected because they happen to be in the right place at the right time. easy to measure and cooperative. Sample and Sampling Techniques Sample basically means a subgroup of elements of population selected for participation in study. Non Probability Sampling Technique has been used wherein I surveyed people online and people visiting to malls. one can place objects accordingly relative to their rank. And number of elements to be included in the study is known as sample size. this form of sampling has serious limitations. The selection of the sampling unit is left primarily to the interviewer. c) Interval: Numerically equal distances on the scale represent equal values in the characteristic being measured.Ordinal: A ranking scale in which numbers are assigned to objects to indicate the relative extent to which the objects possess some characteristic. and sample size is to be implemented. In addition to counting. The sampling units are accessible. However the location of origin is arbitrary. Execution of the sampling process requires a detailed specification of how the sampling designs decisions with respect to the population. In spite of these advantages.

respondents from high profile location will respond positively and respondents from lower level location will respond negative. Small sample size of 156 may not represent the true picture as it would have been by taking response from entire population.mall-intercept as the sampling technique. But. There may be a possibility of biasness on the part of some respondents.  Chapter-4Analysis of data collected  Figure – 1 The above statistic shows that 81% respondents are the user of wet facial wipes. Being randomly surveyed a sample of 156 people online as well as offline. Through internet and Books Limitations of the study: Research is based on the collection of data from both primary and secondary sources.  Data Collection Primary Data: The first hand information bearing on any research is the one which has been collected by the researcher. There are many small players such as Mizz and good Look and last but not the least the Chinese products those hold a small portion of the wipes market.  Location constraint i. Here. Secondary Data: The data which has already been collected. various papers and journals published from time to time. which is taken. And the sample size for the study taken is 156 people that include all respondents online as well as offline.Yes81%No19%1. although. diversification of location has been maintained and I have tried to cover almost all type of markets in Jalandhar. The data here is collected through: A Personal interview of both retailer and consumers. but very much care has been taken to make this report unbiased. Do you use wet facial wipes?  Figure – 2 The above graph is indication of market share of the wet wipes market specially in Jalandhar. Some respondents might not give the correct information due to their lack of interest and shortage of time.e. this huge positive response clearly indicates that the use of wet facial wipes in Indian market has increased drastically over years. is biased on primary and secondary data that has its own limitations. It also provides a scope that people are shifting their mind from traditional liquid form of cosmetics products to the wet wipes products. this may not be the actual result in the market. All the information. The data collected through: Various publications in form of annual reports. Kara holds a dominant market position of 48% and the biggest competitor of Kara is Johnson & Johnson that is giving a significant competition to the market leader. Kara is gaining first mover advantage and benefit of its backward integration where its subsidiary . complied and presented earlier by any agency may be used for purpose of investigation.

Mall27%Cosmetic Shop43%General Store18%Medical Store9%Others3%4. we can promote the product with 10 wipes and 20 wipes pack with better and attractive offerings to target large audience. How often do you use the wipe? Figure – 4 As Skin care products are associated with cosmetics. Only 8% respondents believe that 5 wipes pack is an ideal pack. although. according to data. 30-40 is the ideal price pack . thus.Johnson&Johnson36%Kara48%Good Look5%Bilt7%Others4%2. Among all respondents. Where from do you normally prefer to buy most of your skin care products? Figure – 5 Among all the respondents. This will result into high increment in the use of the product and ultimately the sale will get a boost. Malls stand at 27% in the graph. we should be not only focusing on cosmetic store for the sale of the product but can also take medical stores and malls to place the product for the increment in the sale. The people who uses wipes thrice in a day are 5% and more than thrice are 2%. Moreover. we can feature on the pack or in advertisement that use of wipes twice in a day can nourish your skin and can keep your skin healthy. it provides an option to customer to choose their ideal pack as per their budget for the cosmetic products. However. Other large pack containing 30 and more than 30 wipes pack did not get much response. It is the smallest pack of Kara available in the market. 20-30 and Rs. Once in a day17%Twice in a day24%Thrice in aday5%More thanthrice2%Whenrequired52%3. 32% feels that 10 wipes pack is ideal pack.5 wipes8%10 wipes32%20 wipes27%30 wipes18%More than 30wipes15%5. thus. Significant economical growth and liberalization in India has led the growth of malls in major Indian cities.    company Birla Cellulose provides VSF which is core raw material for the production of wet wipes. which brand of wet wipe do you use? Figure – 3 Here. If yes. Grasim Industries needs to strategize to defend its market share which is gradually decreasing and follower which is Johnson & Johnson grabbing the market over years. Which pack do you think is ideal pack? Figure – 6 Being availability of various variants of Kara at different prices. However. 36% believe the ideal price pack for them is of Rs. Therefore. 52% respondents use wet wipes when they require the same. 43% respondents buy their skin care products from cosmetics shops. stands at 27% in the graph. 27% people use wipes twice in a day and 17% once in a day. there is a shifting of perception of the people that medical stores are not only visited for disease based medicine but for also purchase of skin care products. People are more open to buy their daily household and cosmetic products from these malls. 20 wipes pack may also be considered to target the mass customers. Hence.

you think wipes are becoming more useful than traditional liquid form of cosmetic products. A small percentage of people disagree and to some extent strongly disagree that they can not think of switching over from traditional liquid form of cosmetic products to wet wipe products. Thus.StronglyAgree12%Agree57%Not sure18%Disagree8%StronglyDisagree5%8. Although. we can target with Rs. Being wipes are available from refreshing to complete make up range. High life style among urban people has been a reason in increment of use of wet wipes in Indian cities. 50-60 and more than Rs. 30 price pack and bring many schemes and other offers with this pack.Refreshing50%Moisturizing3%Toning2%Cleansing43%Sunscree nProtection2%7. 80respectively. According to you. There are few but 6% and 8% respondents do not feel expensive in spending Rs. 12% of respondents strongly agree and provide a scope for wet wipe companies that they can approach with their products. sun protection and make up removal those are very few percentage holder in the graph. 20-30 and more than Rs. 30-4030%Rs. despite of its full effort in creating awareness of . Among all the people surveyed. 20% of respondents are ready to spend Rs. Now people are more health and beauty conscious and 43% of the respondents use wet wipes for the purpose of cleansing their skin. can be kept for the support in the second line and cleansing and refreshment variant should be kept in front line to appeal to the customers. For what purpose do you use wipes?  Figure – 8 We can infer from the response of the above question that 57% of the respondents agree that wet wipe products are becoming more useful than traditional liquid form of cosmetic products. Among all respondents.81% are aware of Kara and 4% are not sure but have heard of the brand somewhere. 40-5020%Rs. 40-50 on a product like wet facial wipes. we need to increase the awareness of the product and its different variants for almost all purpose of cosmetic.according to 30% of the respondents.  Figure – 9 It is a very pleasant and satisfying result that being launched in 2008. People are using wet wipes in the hot summer for wiping out sweat instead of using tradition handkerchief.50% which is a huge percentage uses wet wipes for the purpose of refreshment. what should be the ideal price for the multipurpose medium size wipes pack?  Figure – 7 Indian hot weather has been an advantage for wet wipes manufacturer. 60 but less than Rs. Only 15% of respondents are entirely unaware of the brand Kara. moisturizing. Other variants such as toning. 50-606%More than 60but less than808%6.Therefore. We can design our campaign to feature refreshment and cleansing benefits and how it can help in nourishing their skin. Even. 20-3036%Rs. Rs. Kara has gained a significant awareness of its brand in the market.

58% of the respondents is aware about Kara because of TV advertisement. How do you find kara skin care wipes?  Figure – 12 Kara‘s refreshment variant is most popular in the market.Yes81%No15%Not Sure4%9. It provides a lot of hygienic benefits to its regular user. these are very few in numbers but these highly dissatisfied customers can influence the satisfied customers not to use the product by word of mouth.the brand. here. people dislike Kara because of its fragrance but now the situation is completely different and the graph clearly shows that 11%like Kara because of its fragrance only. Last but not the least. Refreshment is the attribute that influenced 60% of the people I surveyed to like Kara. Are you aware of the brand kara?  Figure – 10 TV advertisement is highly responsible in creating the awareness of the product. We should not ignore these 2% and 5% people. The data shows that 67% of the respondents are in favor of the product and consider Kara a good product and further. As retailers are one the main stakeholder in selling and promotion of the brand. we should try to enhance our product and make sure none of the customers are dissatisfied post the use of the product. We cannot ignore hoardings and word of mouth those accounts for 7% and 13%respectively.Tvadvertisement58%Hoardings7%Retailer22%Word ofmouth13%10. 11% of respondents are not highly satisfied with the product and found the brand as average. Effective marketing efforts can help in first time sale of a product but repeat sale of the product is highly dependent on the performance of the product.Excellent15%Good67%Average11%Bad5%Worst2%11. This shows the effectiveness of TV advertisement and its reach to the masses. How did you come to know about kara?  Figure – 11 All the efforts of marketing campaigns are worthless without a good product. They feel that after the use of Kara wipes. From secondary data. People recalls and associate the brand with the celebrity who is the endorser of the brand. 5% people ranked the product as bad and even2% are highly dissatisfied and put the brand into worst category. 17% are the people who like Kara because of hygienic attribute. Thus. Thus. 15% consider it even excellent. 8% . Still people trust on branded product rather non-branded. we can infer that Kara in not at its introduction stage rather it is on its growth stage where we need to provide information to customers in convincing that how our product is different and better than products of the other players in the market. 22% respondents came to know about Kara because of retailers wherefrom they buy their skin care products. they have refreshment over their faces. Among 156respondents. I found that a couple years back.

18% of the respondents still do not like the softness of Kara. Wet wipes product is a small product and the company should follow sale oriented marketing strategy. therefore. Only 4% have liking feeling because. we should be more focused in placing the product onto all small and major counters Jalandhar markets. Utility accounts for 14% and attractive packaging stands at 10% in the above graph. Thus. natural fiber. High price and low quality is being perceived by the customers that can create a huge ignorance of the brand. undoubtedly the product is costlier than other brands available in the market. They do not want to spend so much on such cosmetic products and buy cheap wipes like of Mizz. Figure . What attributes lead you to dislike kara?  Figure – 14 Kara is positioned to be high quality product. Being manufactured by VSF i. Among all respondents. It should ensure availability of the product keeping in mind the convenience of customers insteadFragrance10%Softness ofwipe18%Price29%Availability41%Others2%13. The statistic shows that 41% of the respondents have found Kara unavailable once they have asked for it. that the belief of 10% of the respondents. It implies that only 10% of the respondents found the packaging of the product is attractive than other brand available in the market. I think the brand name of Aditya Birla Group should be in front of the pack and easily visible. its high price may not hamper the sale of the brand but any gap in the expectation and reality of the product can result into switch of customers. Hence. Good Look and Chinese wipe products.respondents are fond of Kara because its brand name. What attributes influence you to like kara?  Figure – 13 It is very surprising that people dislike Kara because of its nonavailability. 25% found the price of product is not very high as quality the company provides and they feel the product is a value for money. thus. quality is an attribute that can be used to differentiate Kara from other different brands.e. Fragrance is not as attractive as it should be. Therefore. High price has been a factor because of that 29% of respondents do not like Kara and prefer other cheap brand over it. we should use quality as a unique selling proposition for the brand and also should redesign the packaging of the brand more attractive keeping mind the young generation . we can enhance the product to provide more refreshing benefit to its user to attract more customers. it resulted into dislike feeling towards the brand.Fragrance11%Refreshness60%Hygienic17%Price4%Brand name8%12. Moreover. Wet wipes are more or less same in all attributes.14It is a very pleasant response from the user of the brand that 51% found the product as a high quality product.

This is after use effect of the product. . Upper middle class people those fall under the income level of Rs. 56% respondents are female and 44% male that shows that we should target female most rather male. people with low income or dependent on their family spend good amount on skin care products. Once asked whether respondents would like to recommend Kara to their friends and family members. now students are very conscious about their look and life style. Thus. although they are not very much beauty conscious but spend some portion of their income on cosmetic and skin care products. we should be more focused on targeting young school and college students and last but not the least young working people who spends a large portion of their income on cosmetic. They are very much well informed and understand the benefits of using these skin care products. Out of total respondents.Male44%Female56%Gender Figure – 17 The statistic clearly shows that teen ager and young people is the main user of wet wipes. middle class and upper middle class people can be targeted. Only 5% of respondents would not like to recommend Kara to any of their friends and family members.     customers. 0-10000 that implies using wet wipe products is no more an extravagant activity.(Rs. thus.10000-20000 accounts for 12%. Kara is not a luxurious product made for high profile people. 10000-20000)12%(Rs. Here. They are not very high user of wet wipes but surely they are in very huge numbers. Moreover. Young married females and males are the second most users of wipes that stands at13% on the graph. What does make kara different from other brands? Figure – 15 A good product gets promoted by its existing customers and creates many new users. Would you like to recommend Kara to your friends and family who are not using it? Figure – 16 Females are more conscious about their beauty and use a lot of skin care products. a good product with good attributes would compel its user to recommend the brand others too.30000)4%Income group (per month) Figure – 19 Kara is a product made for youth. 82% are students who use wet facial wipes. Working professionals do not get free time to care about their beauty and skin. Among all respondents.Quality51%AttractivePackaging10%Utility14%Value formoney25%14. we should not completely ignore male customers.Thus. even lower middle class.Yes56%No5%May be39%15. 2000030000)7%(AboveRs. 010000)77%(Rs. 56% responded in yes and 39% may possibly recommend the brand. 83% belongs to the age of 15-25.152583%26-3513%36-403%Above 401%Which age group do you belong to? Figure – 18 Here. 77% of the respondents fall under the income level of Rs.

Spencer and Vishal mega mart etc. and samplings at the beginning of summer season.Student82%WorkingProfessional11%Home Maker1%Self Employed6%What is your profession?  Chapter-5 Recommendations and Suggestions  Recommendations Grasim Industries has been working hard to establish leading brand position of Kara in market. Getting the product into an eye catching and handy package for various purposes. campaigns. To create the BRAND AWARENESS. Modification in marketing mix of the product and schemes. Dangles are very effective marketing communication as it makes customer‘s eyes to see on hanging dangles. Even mother‘s day which lies in may is best month for demand for KARA. Demand of wet wipes is high in hotels. Company can organize event on women‘s day which is on 8th march to create the awareness. the following points should be taken into consideration There is huge competition from the Chinese wipes so it requires doing aggressive advertising. we should mainly focus on students and working professional these categories of people are the one who would use the product. so that it attracts both consumers and retailers at a glance. I would like to recommend following activities those hopefully will help in growth of Kara. mostly during Saturdays and Sundays. Activities and promotions at hyper markets and malls to attract more and more customers. Restaurants can provide KARA wet wipe to their customers for refreshment. Another idea which I think may help the product . These are as follows:1. So focusing on the right consumer group is necessary. Therefore.  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 fiber can harm the skin through different media sources. Kara has been able to prove its mettle and highly accepted by customers. so that product should create awareness at right time and push the sale. There‘s a huge demand for the product among the ―new-generation working women‖ as they prefer handy products for convenient and easy accessibility. The sale of KARA will increase as summer starts in March-April. So company can organize such events in popular stores like Big Bazaar.the concept of wet wipes those can be conveniently carried and used has given them flexibility to take care of their skin out of their busy schedule. Hotels have been on rapid rise in Jalandhar. At low budget company can place KARA dangles in concerned retailers.2. Even at low budget company can stick the KARA tape to rakes where product is placed that can increase the awareness of product.

The blog can be made interactive by putting surveys on it. It can also ask for feedback from users and inform them about new variants and offers etc. even saloons have a lot of business potential for the product especially Porsche saloons of Jalandhar. makeup.  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 fulfill their needs and keep them satisfied. 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. The detail of this suggestion has been put under chapter 2.3. I would recommend to use social media channel to promote Kara wipes in youth those are internet centric and spend their maximum time on accessing internet. The company can tie up with some internet solution consultant and source the responsibility of promoting Kara on different social Medias such as maintaining Facebook fan page in solving queries of customers towards the product. other companies can also be targeted with proper explanation on cost-effectiveness of the product.  Industry Look up Aviation Industry: Like the company has managed to have tie-ups with Kingfisher airlines. Beauty Parlor: Kara refreshing wipes and makeup removal could be used in beauty parlor operations like facial.is that if the company can tie up with CAB SERVICES & provide samples inside the cab this may help to at least a chance where the consumers may actually use the wipe & can judge it & a display in the cab itself will help a lot for promotional factor. in ―Detailed introduction about the topic‖. cleansing. The link of the blog can be bulk mailed to various people falling within the target market. as refreshing . Display schemes to the retailers should be provided which should include posters & halogen board with the name of the shop written on it. Saloons: Likewise. A blog can be created on internet which can educate people about skincare and benefits of using Kara wipes. body spa. Regular contact should be maintained with the retailer directly so that they can give their feedback to the company regarding to the consumer reaction rather than through the agents. Extension of promotional channel Apart from traditional promotional channels. Gyms: Also the product can do wonders in terms of gaining cliental from gyms in the city. 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. It is found that more than 13%of the population of Jalandhar prefers cab for commuting.

Himalaya. toning.5. in my very short span of period I came across with many complaints from the retailers stating that they had placed their order but the consignment has not been delivered or it took more than 2 weeks to get the delivery. moisturizing cream etc.wipes would be more cost-effective than the usage of towels. this may act against the product‘s brand value or the retailer may lose interest from the product. 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‖. Retailers are not well aware about the product and are unable to explain the details about the product to the consumers.6.3. which brand of wet wipe you use? a) Mizz b) Johnson & Johnson c) Kara d) Good Look e) Others________3) How often do you use the wipe ?a) Once in a day b) Twice in a day c) Thrice in a day d) More than thrice e) .7. prefer buying the products of brands like L‘oreal. moisturizing. as they themselves do not have the complete understanding about the product. People are not aware that sunscreen. Potential Gyms of Jalandhar would be – Body zone gym.4. Quality of the wipes is being appreciated by most of the customers2. Chapter-6 Conclusion  Findings of the Research As per the marketing research it‘s been concluded the following observation 1. cold cream. 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. and hygiene. The first thing which acts as a gatekeeper between the product & the retailers is the margin provided by the company. etc. Gold gym. Dove. Consumers especially women. because they have been using the other cosmetic items such as face wash. of these brands and prefer to buy the wipes of the same brand.8. quality. High competition from other brand of wipes such as Johnson& Johnson as they are providing schemes and even their prices are low.9. Another point which I think is very shocking to see is the delivery of the order from the distributor to the retailers.  Chapter-7 Annexure  Questionnaire1) Do you use wet facial wipes ?a) Yes b) No c) Can not say2) If yes. People are getting more conscious regarding brands. People are not familiar with the new concept of using wet wipes for almost all cosmetic needs. deep-pore cleansing variants are available in the market under the brand of Kara. Pond‘s.

When required4) Where from do you normally prefer to buy most of your skin care products? a) Mall b) Cosmetic Shop c) General Stored) Medical Store e) Others_____5) Which pack do you think is ideal pack? a) 5 wipes b) 10 wipes c) 20 wipes d) 30 wipes e) More than 30wipes6) According to you. Chris T.com/2008/05/kara- .marketingpractice. Published by Thomson South-Western Publishing house.adityabirla. Richard J. Consumer Behaviour Analysis (critical perspectives on business and management) by G. The following are some personal questions about you that will be used for statistical purposes only. (10. (15-25) b. Name: ____________________________________________________________G ender:a) Male _____ b) Female ______Which age group do you belong to? a.wikipedia. USA Advertising and Integrated Brand Promotion. (26-35) c. Semenik. (20.blogspot.adityabirla. have a good day!!)  Bibliography Marketing Management.O‘ Guin. / Email id:(Thank you so much for your time and co-operation.R Foxall. a) Strongly agree b) Agree c) Can‘t say d) Disagree e) Strongly disagree 9) Are you aware of the brand ‗Kara‘? a) Yes b) No c) Not sure10)How did you come to know about Kara? a) TV advertisement b) Hoardings c) Retailer d) Other____________  118.grasim. (36-40) d. Thomas C. 11811)How do you find Kara skin care wipes? a) Excellent b) Good c) Average d) Bad e) worst12)What attributes influenced you to like Kara? a) Fragrance b) Refreshment c) Hygienic d) Price e) Brand name13)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 money15)Would you like to recommend Kara to your friends and family who are not using it? a) Yes b) No c) May be . Allen. what should be the ideal price for the multipurpose medium size wipes pack? a) Rs.000-20. Published by Routeldge Publishers. (Above 40)Which income group (per month) do you fall under? a. (0-10000) b. Above 30. Kevin Lane Kotler.000)d.000) c. Philip Kotler. 12th edition. 4th Edition.comhttp://www. you think wipes are becoming more useful than traditional liquid form of cosmetic products.comhttp://w ww.c omhttp://www.000What is your profession? a) Student b) Working Professional c) Home maker d) Self Employed Contact No.com/birlacellulosehttp://www.comhttp://www.20-30 b) 30-40c) 40-50 d) 50-60 e) More than 60 but less than 807) For what purpose do you use wipes? a) Refreshing b) Moisturizing c) Toning d) Cleansing e) Sunscreen protection8) Being wipes are available from refreshing to complete make up range. Your information will be held in the strictest confidence.00030. Published by Prentice Hall.google.Webliographyhttp://www.

Mr. Inderpreet sodhi. . I never have been late for a minute and it continues till now and would be always. I turned up for reporting 10 minutes late due to traffic jams but I was sent back for the day. He neither used to come late nor used to allow anybody to come late.living. My industry guide. It was a good learning that in corporate world time is money and one is expected to be punctual. Firstly it provided me much needed corporate exposure like working in formal made team. as it is rightly said.skincare-wipes-at-your-bestalways.htmlhttp://www. business communication. I would like to share one experience that one day. prioritizing work.html  My Leaning from Summer Training I learnt lot things during the project.oneindia. who is a good example of a well disciplined person and grown by his own core values and philosophy.com/pressrelease/consumer/2008060410 008. but there is no better place to hone these skills than the workplace. Secondly I brush up my sales & marketing skills through continuous given inputs on soft skills and business communication during summer internship program.htmhttp://www. ―Almost every mistake is a gift if we learn from it‖.in/insync/2008/aditya-birla-group-karaskincare-wipes-070608. After the day.indiaprwire.

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